Adelaide Hills Tourism Service Industry – Case Study Example

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The paper "Adelaide Hills Tourism Service Industry" is a perfect example of a case study on tourism. Destination and main attributes Often described as a high-value, picturesque, and leafy landscaped tourism destination, Adelaide Hills (A-Hills) is located close to the city of Adelaide, something that makes it ideal for day-trippers and resident visitors. The former can drive to and from A-Hills in half an hour, while the latter are often accommodated in what Milbank (2010, p. 2) describes as “ high-quality restaurants and accommodation” . The major tourist attractions in A-Hills include wildlife, cycling and walking trails, heritage arts, and historic townships.

Additionally, A-Hills sits in the middle is South Australia’ s wine region, hence meaning that wine lovers can savor some of the taste made in the region. According to Milbank (2010), 59% of A-Hills’ s tourism income is generated by day-trippers. Tourism Research Australia (TRA) defines a day-tripper as a person aged above 15 years, who makes a trip of approximately 40 kilometers away, and spends at least four hours in their destination, but does not spend the night. According to Milbank (2010), 67% of all day-trippers to AH are from the city of Adelaide. Key performance indicators Like other tourism destinations, the key performance indicators (KPIs) of tourism’ s performance in A-Hills gauge the destination’ s relative performance towards enhancing their tourism arrivals.

Borrowing from a Deloitte (2012) report made regarding the Canadian tourism industry, one would assume that A-Hills would use the following as KPIs: The number of potential tourists who identify A-Hills as a place they would like to visit in a given period Rankings of A-Hills in online search platforms for travel (especially now that tourists are increasingly using online searches to identify destinations) The marketing investments made by the relevant authorities, especially considering the need for creating awareness about the tourism opportunities in A-Hills Total visitor entries in different tourism establishments Hotel occupancy rates Key economic indicators regarding tourism-related GDP, employment created via tourism-related activities, and the relevant revenues generated from tourism. Economic analysis In 2008/2009, it was estimated that tourism expenditure in A-hills was $116 million (South Australian Tourism Commission (SATC) 2012).

In aggregate, however, Milbank (2010) found out that the expenditure generated an estimated “ $73 million of Gross Regional Product (GRP)” .

With the regional total GRP at the time estimated at $2, 089 million, tourism hence represented a 3.5 percent share. In the same period, Milbank (2010) observes that tourism generated an estimated 859 full-time jobs and 115 part-time jobs. Overall, the economic impact of tourism through market-driven activities was estimated to have been felt by 1,643 people across industries such as food production, road transport, recreation, cultural, retail trade, accommodation, wholesale trade, and restaurants and cafes. Social analysis As indicated by Clayton (n. d.), the social contacts between residents of a tourism area and the tourist often result in mutual understanding, appreciation, awareness, tolerance, family bonding, learning, liking, and respect.

Like everywhere else, it would be expected that A-Hills residents learn about different cultures as exhibited by the tourist without leaving their localities, while tourists learn about the host societies. Social institutions and infrastructure benefit from tourism especially since the revenue generated through tourism can go into social projects such as schools and libraries, healthcare and healthcare facilities, roads, and telecommunications among others. If the local culture attracts tourists, Clayton (n. d.) observes that a lot of effort goes into preserving the same culture to ensure that it is sustained into the future.

References

Australian Trade Commission 2013, ‘Tourism Australia: South Australia (SA)’, viewed 11 March 2013, .

Clayton, D n.d., ‘The social & cultural impacts of tourism’, Tourism Fact Sheets Gawler Visitor Information Centre, viewed 11 March 2013,

Deloitte 2012, ‘Joint development of a high-level KPI report for the BC Tourism Industry’, Tourism Industry Association of BC, viewed 11 March 2013, .

Food Tourism and Hospitality Industry Advisory Council (FTH Council) 2008, ‘Food, tourism & hospitality: workforce planning guide’, pp. 1-20, viewed 11 March 2013, .

Freeman, E R 1984, Strategic management: a stakeholder approach, Pitman Publishing, Boston: Massachusetts.

Milbank, J 2010, ‘Adelaide Hills - Regional tourism strategic plan 2010-2015’, Consultation Draft, August, pp. 1-13, viewed 11 March 2013, .

SATC & Adelaide Hills Tourism 2012, ‘The Adelaide Hills: Presentation action plan 2012-2015’, May, pp. 1-5, viewed 11 March 2013, .

South Australian Tourism Commission (SATC) 2011, ‘Adelaide Hills regional strategic tourism plan 2011-2014’, viewed 11 March 2013, .

South Australian Tourism Industry Council (SATIC) 2013, viewed 11 March 2013,

Timur, S & Getz, D 2008, ‘A network perspective on managing stakeholders for sustainable urban tourism’, International Journal of Contemporary Hospitality Management, vol. 20, no. 4, pp. 445-461.

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