Analysis of Tourism Policy, Planning and Development on Kangaroo Island - Case Study Example

Analysis of Tourism Policy, Planning and Development on Kangaroo Island Name: Course title: Instructors Name: Institution: Date: Executive Summary The need to develop sustainable tourism cannot be underrated. In many tourist attraction destinations across the globe, policies aimed at enhancing this aspect has highly been adopted to ensure profitability both in the short and long run. One of the tourist destinations, which have adopted the policy of sustainable tourism, is the Kangaroo Island. This is because biodiversity is primarily conserved, thus no specie has ever been lost. The community and stakeholders such as the community, local government among others are highly involved in the conservation process, hence increased nature conservation. Generally, the Island is well branded and positioned as the leading tourist’s destination in South Australia. To achieve this, a vision statement and tourist values that are underpinned on this vision has been developed, thus further marketing the Island. In conclusion, of this case study, one can see the importance of sustainable tourism, in enhancing growth and maintenance of the surrounding environments. Introduction Kangaroo Island’s residents particularly the indigenous inhabitants value the Island’s history, lifestyle and agricultural productivity (Kangaroo Island, 2011). The environmental professionals specifically the ecologists, biologists, and conservationists consider Kangaroo Island significantly valuable in terms of its remnants that must be managed in order to protect and conserve biodiversity. Visitors on the other hand value the exceptional clean and green wildlife and wilderness experience on the island. With regard to this, it is imperative to develop policies that are geared towards sustainable tourism, which enhances economic development at both local and national levels, sustainable environmental conservation together with wildlife research and development. Sustainable tourism is the tourism that meets the needs of present visitors and host regions while protecting and enhancing opportunity for the future. Sustainable tourism embraces and enhances economic, social and environmental outcomes and is at the core of the South Australia core tourism strategy (Kangaroo Island, 2011). Tourism sustainability is characterized with authenticity, community values, and conservation outcomes. This report seeks to identify key stakeholders and their concerns at Kangaroo Island South Australia; government agencies and their impact on tourism at the island; the history, statistics, nature of tourism, the economic context, and transport and infrastructure will be discussed. Consequently, the paper will discuss the relevant policies, plans and precedents in relation to sustainable tourism on the island. Stakeholders and their interests The tourism industry in Kangaroo Island draws expertise and contribution from a wide range of stakeholders in order to facilitate an integrated approach to achieve the economic, environmental and social goals for tourism development and sustainability. The key stakeholders in Kangaroo Island tourism industry include; the local community, local government among other notable organisations as indicated below Tourism Kangaroo Island This is a non-profit organization that is responsible for marketing Kangaroo Island as a tourist destination. For instance, the islands only accredited tourist information center at Penneshaw is owned by Tourism Kangaroo Island. National Parks and Wildlife SA, National parks are secluded areas that are significantly meant for protecting the native flora and fauna to encourage sustainable tourism whereby foreign visitors can enjoy and learn about Australia’s unique environment, heritage, and culture. Kangaroo Island Development Board (KIDB), This unit is concerned with developing the Island’s tourism infrastructure and encouraging visitors to stay longer on the island hence adding more value to the latter (Ordaz, 1998). For instance, KIDB aligns the strategic tourism policy, investment and development by encouraging strategic investment, developing accommodation, improving the access to the island, and monitoring the outcomes (Smith 2010, p. 28). Kangaroo Island Council, The role of this body is to develop tourism planning and policy, regulate and monitor tourism, facilitate and coordinate tourism activities, market and promote the tourism, development of tourism products and services, and human resource development (South Australian Government, 2001). The body is also tasked with refining non-productive sectors to reduce barriers to sustainable tourism development. TOMM Kangaroo Island Tourism Optimization Management Model is a community driven visitor management system that develops a range of practical indicators to monitor the growth of tourism across the major aspects of island life (Kangaroo Island, 2011). These include; economic, socio-cultural, environmental, market and experiential conditions. Kangaroo Island Natural Resources Development for Environment and Heritage (KINRMB), This is a very significant body in Kangaroo Island tasked with managing water for improved quality and quantity, Managing soils for sustainability, managing biodiversity, sustainable industry development, foster an informed and committed community, establish monitoring and evaluation systems, and deliver the Kangaroo Island NRM Board’s progress in an integrated manner (South Australian Government, 2001). In essence, KINRMB main objective is to ensure the sustainable management of environmental, economic, and social benefits of the island. This achieved by engaging the KI community actively in the management of natural resources, informed about key issues, possessing appropriate skills and provided with adequate support and facilitation (Falanrue 2009, p. 85). South Australia Tourism Commission (SATC). With regard tom vastness of tourism industry in Australia, SATC is committed to growing the State’s tourism industry through creating work for south Australians and offering projects for the long term growth (South Australian Government, 2001). The latter is also mandated to market the state’s tourism product intrastate, interstate and international given the fact that South Australia and Kangaroo Island in particular is an elegant and compelling region for Australian holiday (Taylor, 2008). SATC is especially concerned with developing the Island’s competitive strength such as better living standards, festivals and events, and accessible nature. Consequently, SATC is strategically positioned to manage, and sponsor major events that are aimed at revitalizing the state’s economy (Smith 2010, p. 20). Planning context History Kangaroo Island is the third largest Island in Australia after Tasmania and Melville islands. The Island was separated form the Australian mainland approximately 10,000 years (Kangaroo Island, 2011). The island is about 450,000 hectares in area with 450 km coastline stretch. Generally, the island is described as an uplifted slope to the south and an eroded plateau with dissected coastline (South Australian Government, 2001). The island’s natural resources are highly diversified; the climate, geology, soils, and ecology including the marine ecology. The Island’s ecosystems are a direct reflection of remnants of flourier Peninsula and Eyre Peninsula. Both the landscapes and seascapes are significantly amazing and great. The island is globally recognized as a clean and green island. And lastly, Kangaroo Island is culturally rich (Catherine and Stankey 2009, P. 65). The Island is generally important to Australian tourism industry. Owing to this fact, the island has many features of significance; many endemic plants and animal species, for instance there exists 42 plant species with 4 animal species. Biodiversity is primarily conserved; no specie has ever been lost. Approximately 50% of the island has never been cleared for other economic activities like farming. 30% is under protected area (Kangaroo Island, 2011). The island has significant marine ecosystems, diversified economy, low resident population, low threat levels, internationally recognized and landscapes and seascapes are profoundly recommended (Casella and Fowler, 2005). Given these extremely elegant features of Kangaroo Island, it is automatically a coveted tourist destination. Sustainable tourism will demand the conservation of these feature and integration of infrastructures for ease of access. There are many historical benchmarks that influenced tourism on Kangaroo Island including the tourism commerce of the 1890s, the first protected area proclamation in 1919 (Flinders Chase NP), the settlement of soldier on the island in 1950s, the National Park and Wildlife Act of 1972, formation of the Tourism Kangaroo Island in 1990, the Widemass protection act of 1991, the National Ecotourism Strategy and SA Ecotourism Strategy of 1994, the Kangaroo Island development Strategy of 1994, Kangaroo Island Optimization management Model of 1997, Kangaroo Island Biodiversity Plan 2000-2001, Natural Resource Management Act 2003, and NRM Board and finalized plan 2008 (Smith 2010, p. 14). Statistics Rebe (2002 p. 79) indicates that, the parks in the Kangaroo Island generates more than 20 percent of economic activities that are associated with nature and parks tourisms in the state. It is estimated that contributions to value adding associated to visitations in KI amounts for $24.5 million, which comprise of $12.6 and $11.9 in direct and indirect expenditures (Kangaroo Island, 2011). Employment that was associated with visitation to KI because of parks is estimated to stand at approximately 569 jobs, of which 78.2% are direct jobs. To effectively market the products available in the KI, a comprehensive product match has been developed. Smith (2010, p. 30) indicates that product match is the subjective evaluation on the way a particular product appeals to certain given markets based on the known characteristics of the service or product as well as the market needs. The table below briefly indicates the assessment of Kangaroo Island domestic market. It is worth noting that statistics on international travelers in the KI is limited. This is because they view the KI as an authentic part of Australia, which they hope to find outside the Australian cities. Target Markets Supplemental and care products Activity Seeker Packaged Experience Indulgers Infrequent Travelers Family Focused Grey Tourers Viewing of wildlife in their natural habitats ♦♦ ♦ ♦♦♦ ♦♦♦ ♦♦♦ Small groups tours having knowledgeable guides ♦♦ ♦♦♦ ♦ ♦ ♦ Land and marine based adventure charters and tours, cycling, walking among others ♦♦♦ ♦ ♦♦ ♦♦ ♦ Accommodation in the isolated scenic coastal or natural setting ♦♦♦ ♦♦♦ ♦ ♦ ♦ Air travel and Ferry ♦♦ ♦ ♦♦ ♦♦ ♦ Self-drive touring ♦♦ ♦ ♦♦♦ ♦♦♦ ♦♦♦ Locally produced wine and food ♦♦ ♦♦♦ ♦♦ ♦ ♦ Locally produced souvenirs and art ♦ ♦♦♦ ♦ ♦ ♦♦ Events ♦ ♦ ♦ ♦ ♦ Culture and heritage ♦ ♦ ♦ ♦♦ ♦♦♦ (Smith 2010, p. 25) Key: ♦♦♦ Strong match ♦♦ Modest match ♦ Limited match No match To attract large number of tourists visiting the Island, KI has branded and positioned its self as one of the leading tourist destination in Southern part of Australia. Positioning is the method of ensuring that the experience or product is the initial thing, which comes to the minds of potential customers when considering their options. On the other hand, branding helps in communicating what a particular business thinks about the market. The diagram below indicates the way brand is vital to businesses growth strategies in the regional and state. (Rebe 2002, p. 77) Nature of tourism on KI Tourism on Kangaroo Island can diversely be described owing to its uniqueness and its various features and creatures. It is an island with an amazing diversity of landscapes; tourism here is iconic. The southern ocean, stunning scenery, accommodation, history and heritage are all found on this spectacular island. The island is South Australia’s premier nature based tourist destination and among the top four in the country. The island showcases outstanding coastal landscapes together with wild seascapes; the island also offers a rear opportunity to view wildlife in a natural setting. The Island is iconic as many of the sceneries provide State promotional materials like the Seal Bay, Cape de Couedic, Cape Willoughby Lighthouse, Admirals Arch, and Remarkable Rocks. The Island is rich in history. It was the first European settlement site in South Australia. Fascinating history together with diverse cultural heritage and traditions and stories are still available on the island. For instance, the contributions of Ligurian bee, the survival of the pioneers, and the development of agricultural industries can still be experienced on the island. The island is a home to more than 40 endemic species of plants, several birds and animals on unique to Kangaroo island can be experienced. These birds and animals are encountered in their natural environment on a frequent occurrence particularly to patient visitors. Economic context Kangaroo Island tourism is of great economic significance to both the visitor and Island’s or State’s economy. With regard to the visitor, he or she will experience exceptional safe eco-travel in a healthy, which is of educational and recreational benefits. For the Kangaroo Island and state economy, the environmental conservation of ecosystems and endemic species and development of model strategies for visitor management is key in improving the economy (Falanrue 2009, p. 89). Consequently, community health and wellbeing, tourism business, recreation, and training and employment are indicators of economic growth. Sustainable tourist infrastructure that is evident on the island has significantly earned the Island and the state at large huge foreign income that has substantially improved the island’s economy. Transport links and Infrastructure Access to the island is mainly by air or sea services. The growth of the tourism industry on the island has highly been constrained by transport infrastructure. The island’s roads are poor and in dire need of rehabilitation and maintenance. In order to have sustainable tourism, the Australian Government is called upon to support the cost of freight services to and from the island, consistent policies should be developed. Relevant Policies, Plans and precedents As indicated above, the success of tourism sector in Kangaroo Island can highly be attributed to the vital policies, plans and precedents taken by the local communities, governments, organizations, such as the Kangaroo Island Development Board among others in enhancing tourism in this area. One of the policies that have been adopted in this island is development of strict laws regarding quarantine as well as enhancing high levels of awareness to visitors translating to compliance. Rebe (2002, p. 85) because the bio-diversity is threatened by imported diseases, the local government has made the made protection of the bio-security one of the major area in the tourism sector. Further, to maximize on the number of tourists, a vision statement and tourism values have been developed. The vision aims at sustaining and building enduring tourism industry, which offers exception experiences to the visitors. It is also aimed that by developing this vision, it will be easy to protect and respect the nature, community and cultural values within the island. Some of the tourism values, which underpin the adopted vision, include personal and genuine personal experience, freedom to choose, adaptable and enduring people and places, exceptional quality experiences among others. To attain the vision for tourism on KI, a strategic plan has been developed. Some of the strategic plans adopted include increasing expenditure of the visitors to KI by 5-8 percent in the next five years and raising the figure of jobs in the tourism related businesses by at least 5 percent in five years time (Smith 2010, p. 23). The attainment of these goals requires the authorities to use an integrated approach towards marketing, reinvigoration, environment management and excellence in terms of customer services. Other important areas to be looked at are product development, efficient planning policy guides, and positive attitudes towards the tourism in KI (Urban & Regional Planning Solutions 2006, p. 12) Tourism sustainability KI has developed one of the most innovative modes for monitoring the impacts of tourisms as well as ensuring its sustainability both in the short and long run. The TOMM (Tourism Optimization Management Model) is monitoring program initiated at a community level and ensures the long-term sustainability of KI as a leading destination for tourist (Kettle, 2011). The TOMM is a committed partnership existing between major agencies responsible in managing resources in KI (Chapman, 1972). The main stakeholders include Kangaroo island Council, Tourism kangaroo Island, SATC (South Australian Tourism Commission and the wider community. TOMM ensures that tourism sector develops in ways, which are healthy for the residents and the Island (Rebe 2002, p. 80). This involves, monitoring of the positive and negative effects of environment, experimental, economic and social factors posed by tourism on KI (Davies, Tyle and Twidale, 2002). Through mentoring process, sound decisions are made, based on the useful and relevant knowledge and information. To affect this, survey forms, which can be obtained at the airports, online as well as onboard ferries, has been initiated. Adaptive management Adaptive management also referred to as ARM (Adaptive Resource Management) is a well-structured and iterative process of maximum decision making, when one is faced with uncertainties (Twidale, 2007). The main aim of aim of ARM is to reduce uncertainties, by employing effective system monitoring methods. Over the years, KI has adopted some notable ARM, especially in enhancing sustainable tourism. Some of ARM include coming up with policies, which tackles the uncertainties pertaining bio-diversity, branding and positioning KI as one of the best tourism destination among others (Falanrue 2009, p. 89). Conclusion From studying the above case study, one can clearly see that Kangaroo Island is one of the successful parks in the southern part of Australia. By adopting sustainable tourist policies, the park has been able to preserve its heritage over the years, thus generating a substantial amount of revenue to both the local government and state. Generally, more marketing activities should be carried out through social media to market the park across the globe. This way more revenues, which will greatly benefit the locals, shall be generated. References Casella, E., and Fowler, C. 2005. The archaeology of plural and changing identities: beyond identification. London: Springer Catherine, A and Stankey, G. 2009. Adaptive Environmental Management: A Practitioner’s Guide. The Netherlands: Dordrecht. Chapman, G. 1972. Kangaroo Island shipwrecks: an account of the ships and cutters wrecked around Kangaroo Island. Melbourne: Roebuck Society Davies, M., Tyler, M., and Twidale, C. 2002. Natural history of Kangaroo Island, 2nd Ed. Melbourne: Royal Society of South Australia Falanrue, M. 2009. People pressure and management of limited resources on Yap. Washington DC: The Smithsonian Institution Press. Kangaroo Island. 2011. About Kangaroo Island. Available at http://www.tourkangarooisland.com.au/ [Accessed 2 November 2011] Kettle, P. 2011. Our Australia - Kangaroo Island. Sydney: ACP Publishing Pty, Limited. Ordaz, F. 1998. Kangaroo Island: The Story of an Australian Mallee Forest. Adelaide: Soundprints Rebe, T. 2002. Unearthed: The Aboriginal Tasmanians of Kangaroo Island. Kent Town: Wakefield Press. Smith, A. 2010. The maritime cultural landscape of Kangaroo Island, South Australia: A study of Kingscote and West Bay. South Australia: Flinders University. South Australian Government. 2001. Kangaroo Island: Adelaide: South Australian Government Taylor, R. 2008. Unearthed: The Aboriginal Tasmanians of Kangaroo Island. Adelaide: Wakefield Press Twidale, C. 2007. Ancient Australian Landscapes. Sydney: Rosenberg Publishing. Urban & Regional Planning Solutions. 2006. Kangaroo Island Strategic Tourism Plan. South Australia: SA Tourism Commission. Read More