The Emergence of Destination Development in Brisbane - Case Study Example

Destination Management Student’s Name Name of Institution Introduction Tourism is recorded among the most significant subdivisions of economic enhancement within the globe. Within the tourism sector, sustainable tourism emerges a universal task aimed at attaining the goals of climate change avoidance, safeguarding natural resources, and biological conservation to guarantee enduring prosperity. To attain the constructive results of sustainable tourism, it is critical to lay emphasis on the repercussions of the destination’s social, economic, and environmental indicators. As Ali and Frew (2013) emphasize, destination development is core to sustainable development. Destination development is a critical symbol as well as a way of catching the attention of tourists. They act as a place away from the home vicinity where people get the privilege of enjoying both products and services, for instance, attraction sites, conventional and contemporary events, and accommodation, among auxiliary tourist facilities, which endow them with a sense of enjoyment. Accordingly, the most crucial aspect to tourist experience is destination development. Destination, being the physical space or geographical vicinity that comprises of tourism services and products, is put in place for tourists to enjoy as a part of their tourism experience within a given region. Embracing the attracting capacity for tourists, destinations are core for stakeholders within the tourism arena. Besides, destinations are the segments in which the focal tourism environmental, social, and economic impacts ensue. Consequently, destinations represent the chief sectors where corrective and pre-emptive measures ought to be concentrated for sustainable management of tourism within any region. This entry aims at providing a comprehensive insight of the emergence of destination development in Brisbane, Australia, which is an archetype of expression of sustainable tourism development. Brisbane City is a contemporary and varied subtropical metropolitan area. The capital metropolis of Queensland endows tourists with an invigorating city experience within the temperate, affable, and tranquil milieu. Brisbane enjoys the excellent service of city infrastructural network as well as cultural confines of museums, global cuisine, and theatres. Comprised within the city are top-notch river walks, sporting arenas, convention facilities, and parklands that generate a vivacious urban metropolis. Brisbane, the third biggest metropolitan in Australia, is residence to a huge culturally diverse populace. Stage of development Located within Gold Coast in Australia, Brisbane was established as a White settlement region in the 1840s with agricultural advancement and timber-harvesting (Brunn, Hays-Mitchell, & Zeigler, 2012). Subsequent to significant progress within the region, the epoch of 1870s saw the opulent Brisbane inhabitants discover the region as a leisure target, naming it South Coast. In the 1930s, the establishment of a railway link from Brisbane enabled the expansion of the region’s appeal as well as the materialization of several beach resorts. Subsequent to the boom of the 1950s, Brisbane initiated its advance as Australia’s high-rise and utmost intensity tourist destination. Through numerous successions of bust and boom, Brisbane undertook intense investment in tourist destination development, including real estate, restaurants, retails, accommodation, and entertainment projects. In addition, the development of the fifty-six kilometer strip of stunning surfing beaches converted the region into the most meticulous developed tourist strip within Australia, rendering it the core global tourist destination. In the dawn of 1980s, Brisbane had acquired a dubious repute as a region of tranquil social norms, get-wealthy-quick real estate contracts, and brazenly lavish neon-lit landscapes. Nevertheless, the region embraced effective destination development that endorsed sustainable tourism. Approach to destination management Various approaches have been applied in managing Brisbane’s tourism destination. For instance, in 2000, the Lord Mayor of Brisbane recommended a united approach to promotion of tourism within the region in response the regional policy as well as the modern upgrading of the motorway of Brisbane-Gold Coast (Prideaux, & Cooper, 2009). Moreover, there has been establishment of significant organizations such as BVCB and QTTC, which are responsible for managing destination development in Brisbane. Besides, tourism promotion and policies are experiencing continual evolution. Most recently, the Brisbane City Council has assumed control over tourism destination development within Brisbane. This has commenced with staging of main events, which are a medium to augmenting interest in both local and global tourism as well as for involvement of home inhabitants. Equally, the Brisbane City Council is entitled toward development of tourist image within Brisbane. This city council did seize the Brisbane River as the core icon for Brisbane. Likewise, as part of destination management of bushland and wetland, in 1990, the local government did purchase natural reserves, among them the Boondall Wetlands, which was confirmed a Conservation Area (Lim, & McAleer, 2003). This genre of management is in line with theoretical concepts of economic development. Schumpeter (as cited in Arena, & Dangel-Hagnauer, 2002) notes that economic development comprises principally of utilizing the available resources in distinct ways. Organic images, for instance river, are an archetype of economic resources manifest within a city like Brisbane and that can be employed in transforming a physical locale into a tourism destination. Indeed, Brisbane River marked the basis for generation of an effectively managed destination development for Brisbane, which is a communally constructed entity built through communal appreciation and commonly agreed structures and rules among diverse stakeholder views. In this context, destination management of Brisbane’s tourist attraction sites is effective in that it employs a collaborative process in transforming the region into a tourism destination. Besides, destination management in Brisbane involves rational decision-making. The establishment of the events that support generation of Brisbane’s destination brand allows people to portray tourism destinations as continually transforming units where the redistribution of resources remains a challenge to existing orders. As Faulkner and Russell (2009) establishes, such disruption, whether emerging from disasters or entrepreneurs, results in change and signifies lack of optimal solutions to the tourism schemes. In this context, tourism destination appears to be a disordered state, continually changing itself, experiencing rampant transformations that are progressively intricate and irreparable. These changes may be ensuing from modifying internal conditions or may be responses to external threats and opportunities. Nevertheless, regardless of the ensuing chaos in tourism destination development, Brisbane has adopted effectual management team and strategies to counter these chaoses. The development of novel management structures has enhanced survival fitness for these destinations. System of governance Governance of tourism within Brisbane takes place at different organizational levels. Tourism Australia, the legislative authority of Australian regime is responsible for sponsoring Australia’s destination development. In this context, it not only predicts for the zone but also conveys research. Tourism Australia is accountable to the Cabinet Minister who embraces duty for tourism. Tourism Queensland, an agency within the state regime holds the responsibility of steering tourism promotion and improvement. Its fundamental functions extend to destination development, market and business advancement, global and local marketing, and establishment of tourism policies. At the state rank, Australian Tourism Board is responsible for defining the policy governing Brisbane tourism. It endeavors at positioning the Brisbane tourism business at a cost-effectively vivacious and sustainable edge with the aim of advancing its sustainable development. Moreover, it aids the cultural component of Brisbane’s tourism as well as the ecological maintenance of Brisbane’s natural surroundings to attain appropriate gains to the local society on top of enduring conservation if the existing resources. Local tourism unions, for example Brisbane Marketing, have a central task in directing the destination promotion efforts of the business. The local regimes and the local tourism associations embrace the responsibility for upholding and expanding the local region and taking part in regional tourism improvement schemes. Research undertakings/application of research Brisbane tourism research undertakings focus chiefly on the function of ICT for destination development. The research puts forward that technology is a realistic approach that the tourism industry ought to apply with the aim of mitigating the negative repercussions allied to tourism. This genre of research is critical in aiding to establish the manner in which ICT could be useful in destination development to achieve sustainable tourism. Moreover, research undertakings prove vital in determining the appropriate measures of achieving destination development. As Ali and Frew (2013) establish, tourism is linked to debatably injurious socio-cultural and environmental upshots, some that may attest to be irreversible. Accordingly, research undertakings aid in establishing means of achieving a balance in the economic growth, which is precursor to environmental protection. Tourism Policy & Planning Policy-making in tourism is a political undertaking that faces the influence of political systems, government structures, and cultural, social, and economic attributes of a given society (Hall, 2000). In Brisbane tourism, policy comprises of the deliberation on the apt agenda, the ensuing issues, the affected or concerned individuals, and substitute alternative actions for dealing with prevailing crisis (Dredge & Jenkins, 2007). Policy-making incorporates tourist organizations, pressure groups, and the tourist business. The key policy is promotion of sustainable tourism. Management of destination development deems elemental to triumphant realization of sustainable tourism (McLennan, Ruhanen, Ritchie, & Pham, 2012). In Brisbane, the stakeholders in conjunction with the destination managers carry out the priority plans and policies that they formulate at the destination-planning phase. Destination development progression is usually informed by planning procedure and situation investigation. For example, Brisbane endorses a project that the area hospitality associations proposed. The inventive program aims at generating sustainable economic worth via attracting convention tourists, leisure tourists, and overseas students to Brisbane area. Some of these visitors will eventually become envoys for Brisbane within other nations to boost visitation to Brisbane’s tourism sites. Stakeholders Tourism entails a set-up of organizations that act together to generate a service (Scott, Cooper, & Baggio, 2008). In Brisbane, promotion of tourism occurs at diverse levels explicitly national, local, regional, and state levels with various organizations being represented within these levels. The principal stakeholders of Brisbane’s tourism comprise of the government, destination managers, community groups, and the industry. The capability of building a positive destination development occurs via collaboration amid the diverse stakeholders who continually contribute to enhancement of the destination experience. Forms of Tourism Form of tourism could be categorized in respect to displacement of individuals within defined stipulations. Whilst some trips take visitors outside the typical surroundings, some trips take them beyond their residential nations into another nation. Forms of tourism denote the distinct genres of tourism within a specified region. In Brisbane, the manifest forms of tourism are highly allied to destination developed because they stipulate an excellent destination. They include: Domestic tourism- This is the genre of tourism comprising of visitors emerging from the residential territory. Outbound tourism- This form of tourism entails inhabitant guests outside the region of reference. Inbound tourism- This form of tourism involves non-resident guests within the region of reference. National tourism- This form of tourism takes into account tourism comprising of inhabitant visitors dwelling within and without the region of reference. Internal tourism- this form of tourism takes into account both non-resident and inhabitant guests within the region of reference. Application of sustainability indicators (social, economic, & environmental) The escalating intricacies of communities as well as the relationships amid them pose substantial challenges to tourism destination development. For instance, Brisbane City Council in collaboration with the community development industry works toward improving both the working and living surroundings to render them more sustainable. Equally, the city council did offer the donation to endorse establishment of sustainable tourism within the society such as transport networks, green spaces, edifices, and appealing sites to attract tourists. With this genre of destination development, there is an increase in tourist populace, which in turn reflects in enhanced quality of lives of the local inhabitants. Destination development of Brisbane is inclined toward instituting policies that boost environmental protection. Whilst embracing sustainable tourism, the region is embarking on measures that enable minimization of the negative repercussions to the surrounding. For instance, Brisbane is susceptible to reducing carbon emission owing to carbon pollution within the country. The tourism industry encourages both tourists and locals to adopt low-carbon lifestyle. Thus, Brisbane is pro-active in embracing environmental sustainability, positioning itself at a better edge as compared to its competitors. Destination development plays a substantial role in the economic facet of Brisbane community as well as the universal level by curtailing the negative aspects that may hinder sustainable tourism. Equally, it ensures that the tourism industry is accorded sufficient revenue. Whilst embarking on efforts to tend to destination development, Brisbane tourism provides plentiful jobs to the neighboring societal inhabitants, thus proving to be a considerable economic driver. Competition and collaboration Brisbane’s tourism industry is prone to plentiful competitive dynamics. Being close to other tourist regions such as Moreton Bay Region, Brisbane has a considerable proportion of direct competitors within its close propinquity. Most of the competitors share comparable features to Brisbane. Besides, some of them enjoy resolutely established and relative full-grown visitor destinations. Accordingly, they tend to provide a wider array of services and facilities. Equally, they might have more resources for generating extensive marketing impacts. Brisbane tourism is prone to competition from novel and budding destinations. A broad percentage of the competitors are providing comparable tourism experiences, thus presenting tough competition, probable market loss, and demand to contend on prices. However, to cut down on the competition, Brisbane tourism can collaborate with both interstate and intrastate competitors. Destination Marketing Plans for destination marketing in Brisbane tourism lay down the structure and course for marketing activities related to destination development of the region. The core activities laid down comprise of brand establishment and organization, sales, helpful marketing, distribution, market research, and advertisement. Brisbane marketing endeavors at endorsing tourism market in the larger Brisbane locale. Brisbane marketing enables the generation of an elevated profile receptiveness of vacation tourism appeal of Brisbane metropolis to make best use of brand support, nurture yield, increase visitation, aid leisure development, and promote Brisbane region from local to global levels. Tourism Trends Brisbane is experiencing rising inclination toward shorter and recurrent domestic holidays. Hence, it ought to be accustomed with the altering market needs by developing packages to better meet these requirements. The tourism trend portrays an increase in the desire for modified or specialized holiday experiences. This creates an opening for the tourism industry to work toward enhancement of visitor destination and customer satisfaction. Accordingly, there is a boost in competitiveness via provision of excellent service standards. The advancements in media and technology information are modifying the tourism trends within Brisbane. These changes are effectual means of reaching novel customers or reaching old customers in new-fangled and fascinating ways. Customers are portraying greater concerns on their security, safety, and well-being. This changing trend stipulates enhancement of Brisbane’s repute on security and well-being. Deficient planning for security and well-being allied issues are on the verge of adversely affecting Brisbane’s appeal and repute. Potential (opportunities) for tourism to deliver sustainable/responsible destination development Brisbane embraces massive undiscovered tourism potential. The region comprises of great wildlife, beaches, water, humid temperature and relaxed atmosphere, which in amalgamation ought to form not merely environmental sustainability but also a basis for sustainable tourism. The opportunity is in place for modifying Brisbane to become a destination of sustainable tourism. In this perspective, measures have to be put in place to deliver the benefits allied to tourism while curtailing the negative repercussions. Brisbane enjoys massive flow of tourists. It is apparent that tourists desire to explore regions that deliver must-see sites, unforgettable experiences, and luxurious amenities. Regions working toward attainment of these goals generate substantial traffic of tourists, which translates into revenue growth. Brisbane has the potential of developing its tourism destination to attract more guests. Accordingly, it will not merely emerge outstanding tourist destination vicinity but will also enhance sustainable tourism. Constraints that will present the greatest challenges in realizing the ideals of sustainability A major challenge in realizing the ideals of tourism sustainability in Brisbane is meager vision for tourism. This acts as a hindrance toward efforts of attaining sustainable tourism. Equally, it hinders the establishment and enforcement of policies and strategies to steer sustainable tourism. Another challenge in tourism sustainability is the conflict between societal ethics and environmental outcomes. The tourism industry may opt for sustainability measures that are not in line with societal values, thus causing unwillingness to collaborate on the community members. Even though such measures may emerge successful, they will not last owing to rejection from the broader society. Processes to best overcome these challenges, and why? To overcome the conflicts between societal ethics and environmental outcomes, the tourism industry must ensure that in their tourism sustainability efforts, the key consideration ought to be opting for solutions that maintain a balance amid environmental and social goals. The tourism industry ought to adopt and illuminate its tourism sustainability vision. In this milieu, there emerges the need to educate the society on this vision to enhance support. The vision should elucidate all the benefits allied to tourism sustainability, and should clarify the economic gains of its adoption. Accordingly, there will be increased communal support, thus attaining success in tourism sustainability endeavors. Conclusion Sustainable tourism has emerged a universal task that aims at environmental preservation and protection. Sustainable tourism encompasses various aspects within the economic, socio-cultural, and environmental arena. Brisbane, a metropolis in Australia, is renowned for its attraction of massive tourists. A grand fraction of the city’s economic performance is highly allied to the tourism business. Hence, sustainable tourism remains core to the area’s tourism industry. Sustainable development does not occur in solitary but it is a successor of destination development. Destination development proves critical for Brisbane to develop and coordinate services, amenities, products, and facilities that encourage delivery of excellent experiences to the guests. Ultimately, superior management of destination development is elementary to successful tourism sustainability within Brisbane. References Ali, A. & Frew, A.J. (2013). Information communication technologies and sustainable tourism. New York: Routledge. Arena, R., & Dangel-Hagnauer, C. (2002). The contribution of Joseph Schumpeter to economics: economic development and institutional change. New York: Routledge. Brunn, S.D., Hays-Mitchell, M., & Zeigler, D.J. (2012). Cities of the world: world regional urban development. Maryland: Rowman & Littlefield. Dredge, D., & Jenkins, J. (2007). Tourism Planning and Policy. Brisbane: John Wiley and Sons. Faulkner, E.B., & Russell, J.S. (2009). High-performance pigments. Cincinnati, OH: Wiley-VCH. Hall, C. M. (2000). Tourism Planning: Policies, Processes and Relationships. Harlow: Pearson Education. Lim, C., & McAleer, M. (2003). Ecologically sustainable tourism management. Griffith University. McLennan, C., Ruhanen, L., Ritchie, B., & Pham, T. (2012). Dynamics of destination development: investigating the application of transformation theory. Journal of Hospitality & Tourism 36(2), 164-190. Prideaux, B., & Cooper, M. (2009). River tourism. Oxfordshire, OX: CABI. Scott, N., Cooper, C., & Baggio, R. (2008). Destination networks: four Australian cases. Annals of Tourism Research 35(1), 169-188. Read More