Small Tourism Enterprises
Current Projects
Effective Information Dissemination for Visitor Information Centres
Funded by: Sustainable Tourism CRC
Duration: One year
This project aims to identify existing means of disseminating information
plus associated technologies that may be of value to visitor information centres.
The communication needs of both visitors and the centres is being explored. Research
will be used to write a guide for information centre managers as to:
- what technologies and information dissemination methods are available;
- what problems they may address
- what markets may be reached by these technologies and
methods; and
- what processes are needed to successfully implement the technologies and methods.
Completed projects
Small Motels: Measuring and Benchmarking their Performance
Funded by: Sustainable Tourism CRC
Small motels, defined as firms with 30 or less rooms, play an important role in
the tourism industry. But little is known about what drives good performance in
these operations. This study explored external and internal factors that impacted
on the performance of small motels. A kit was planned to help operators assess
their performance and identify areas for improvement.
Determinants of the Successful Entry of Small Tour Operators to the
Nature-Based Tourism Sector
Funded by: Sustainable Tourism CRC
This project aimed to identify the issues facing individuals starting a nature-based
tour operation using public land. The study focused on the challenges these individuals
face and the type of support used or needed in the early stages from 'first consideration’ to establishment.
The project was to include:
(a) Recommendations for improving assistance for potential small tour operators, eg:
- opportunities to use or build on existing tools/programs;
- linking of existing programs;
- development of new tools or processes;
- training of specific personnel to guide operators through business set-up.
(b) A blueprint for a resource guiding small tourism operators through business set-up.
Reinventing 3/4 Star Accommodation in Regional Australia - The Identification of Innovative Strategies to Meet Visitor Needs
Funded by: Sustainable Tourism CRC
According to the Hotel Motel and Accommodation Association , there are almost 4000
motels in Australia. Most were built in the 1960s and 1970s and need substantial
upgrading. Tourism forecasts suggest much of Australia’s increased tourism visits
will be in regional areas, where motels provide most of the tourist accommodation.
Based on their current condition, it is unlikely many will be able to meet the
needs of increasingly discerning tourists. Some tourism marketing agencies are
also concerned that this low-standard accommodation will deter future visits.
This project aimed to produce a profile of visitor expectations in relation
to quality and type of accommodation in regional Australia. The project also
collected secondary data and undertook exploratory research involving traveller
focus groups and interviews with key stakeholders. From this, a detailed understanding
was developed of the accommodation needs, opportunities and issues impacting on the
provision of motel infrastructure. The factors leading to the need for upgrade and
the constraints under which owners and operators work was also identified.
Regional Tasmania was the case study for this project, based on its ability to meet
the criteria of representing the broader Australian regional motel industry, and as
a result of the interest demonstrated by its local tourism industry and motel sector
for this project. But the results of this project are applicable nationwide.
Guidelines encompassing cost-effective processes and strategies have been developed
for the motel industry. These, together with a model incorporating innovation into
the redevelopment process, aims to provide owners and operators with practical and
innovative tools for improving their premises.
Improving the Yield of Tourism in Regional Areas: The Role of Visitor Information Centres
This project analysed the role of visitor information centres in enhancing yield
within tourism regions. It analysed visitor information centre effectiveness, based
on preliminary work by Country Victoria Tourism Council (CVTC - now Tourism Alliance),
and established useful findings on the impact of visitor information centres on tourism
expenditure and visitor stay. The project, undertaken with Southern Cross University,
also examined aspects such as service quality, tourism knowledge and the ability of staff
to 'up-sell' tourism facilities such as accommodation, attractions and tour opportunities.
The data was collected through qualitative and quantitative methods.
The results are yet to be disseminated through CVTC and the regional tourism body within
NSW. Two papers have been written and these have been submitted to the refereed track of the
national tourism conference, Council of Australian University Tourism and Hospitality
Education Conference . A CRC technical report is yet to be written.
Managing the Volunteer Workforce: Flexible Structures and Strategies to Integrate Volunteers and Paid Workers
Funded by: ARC APAI Linkage Grant
Volunteers play a vital role in many service-oriented organisations. This project developed an innovative
framework to help organisations develop flexible and appropriate structures and strategies for the
management of volunteer and paid workforces.
The approach drew upon Atkinson's (1984) "Flexible Firm" concept. A flexibility
model was applied to the relationship between volunteers and the broader workforce.
The project aims were to:
- understand, conceptualise and evaluate the roles, functions and structure
of volunteer groups within paid workforces;
- investigate how positive relationships, training, effective communication
and flexibility can enhance the contribution of volunteers in the workforce, and
- propose mechanisms that can improve the deployment of human capital within
larger service-oriented organisations such as the National Museum of Australia
and Museum of Victoria.
This project was conducted in conjunction with the Melbourne Museum and the National Museum of Australia. PhD candidate Leonie Lockstone submitted and passed her PhD in 2004 and has made several presentations to industry partners.
Last reviewed:
19/10/2006
