Evolution of the Backpacker Market and the Potential for Australian Tourism

Pearce, Philip L., Murphy, Laurie, and Brymer, Eric (2009) Evolution of the Backpacker Market and the Potential for Australian Tourism. CRC for Sustainable Tourism, Gold Coast, QLD, Australia.

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Abstract

This research project used a combination of methods and information sources, including original research, to identify some possible strategies to build a sustainable future for the backpacking sector of Australian tourism. The study was directed by the goal of providing a comprehensive view of backpacker trends sourced from international backpacker experts, Australian operators and government personnel. The trends were assessed through the responses of backpackers themselves. Further the opportunity to comment on strategies suggested by the survey findings was provided in eight workshops conducted around Australia. These processes led to the identification of 5 short term strategies for capturing market share and 7 longer term plans for pursuing the potential of backpacker evolution for Australia. Some of the key strategies included building an extended working holiday maker visa system, one part of which could be the introduction of a student holiday maker visa. Other strategies focused on building education and training workshops for backpacker operators to better understand, use and monitor technology. Key new partnerships and discussions were suggested between education and volunteer organisations and backpacker industry groups and several strategies were directed towards repackaging existing products and providing business incentives to generate new experiences. While the research strongly suggests that backpacking in its many forms will continue to exist, there is also a clear message from the research that Australia’s international competitiveness in this sector requires new and fresh initiatives from multiple business and government stakeholders.

Item ID: 8594
Item Type: Book (Research - A1)
Keywords: backpackers; marketing; survey assessment; futures; technology
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ISSN: 978-1-921658-18-1
Date Deposited: 03 Mar 2010 00:38
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 50%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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