Pierre Benckendorff

PLANNING FOR THE FUTURE:
A PROFILE OF AUSTRALIAN TOURIST ATTRACTIONS.

PHD THESIS PROPOSAL

Contents...

Summary

Primary Aim

Phase 1: Attraction Management profile

Phase 2: Strategic Planning in Tourist Attractions

Phase 3: Future Scenarios for the Attractions Sector

Anticipated Project Outcomes

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Primary Aim

The purpose of the research is to examine how tourist attractions plan for the future in the context of emerging trends identified in the literature. With this in mind, the primary aim of the research is:

To evaluate and understand the planning activities of Australian tourist attraction operators in a perpetually changing environment.

The fulfilment of the primary aim is dependent on a number of sub-aims, which can be grouped according to three research phases.

Phase 1: Attraction Management Profile

Aims - Before the planning activities of attractions can be evaluated, it is necessary to develop a profile of the sector. Thus the aims of the first phase are as follows:

To examine the broad organisational characteristics of tourist attractions

To examine the characteristics of tourist attraction managers/operators

To conduct a preliminary overview of managerial perceptions regarding strategic planning and future developments in the attraction sector.

Methodology - A self-administered mail questionnaire will be used to collect information about individual attractions. The questionnaire will be accompanied by a cover letter and brochure outlining the value of the research. Follow-up postcards will remind managers to complete the questionnaire. Pre-paid postage envelopes will also be included with all questionnaires to facilitate ease of return. A guide on how to establish an Internet presence will be offered as an incentive for completing the questionnaire. Based on population distribution and the popularity of individual destinations, estimates of attractions Australia-wide would fall between 1500 and 2000.

Budgetary Considerations - The determination of costs is hindered by uncertainty about the current number of attractions in Australia. However, based on the estimate of between 1500-2000, the following cost estimates can be determined (see Table 1).

TABLE 1 – Estimated Research Costs: Phase 1

ITEM	PER UNIT COST	TOTAL

Mail-out costs
Questionnaire (4 pages) Cover letter Research Brochure Questionnaire Envelopes Reply Paid Envelopes Postage Total per unit mail out cost	0.20 0.05 0.10 0.02 0.10 0.45 0.84

Total mail out cost (2000 � 0.84)		1680.00

Response Costs
Incentives (Internet Marketing Guide) Reply Paid Postage Total per unit response cost ((2000 � 0.30) � 3.45)	3.00 0.45 3.45

Total response cost		2070.00

GRAND TOTAL		3750.00

Phase 2: Strategic Planning in Tourist Attractions

Aims - The second phase is the core of the research. It focuses on how attractions plan for the future and seeks to provide a detailed description of planning efforts. The aims of the second phase are:

To determine the extent of planning in tourist attractions by examining the process, content and context of strategic planning efforts.

To examine employee perceptions of tourist attraction planning efforts

To investigate managerial perceptions of environmental forces relevant to the future of attractions.

Methodology - A series of case studies will be conducted to collect detailed information about attraction planning practises. The case studies will rely on data from in-depth interviews, surveys and observations. Specifically, attraction managers will be interviewed in-depth, while employees will be given a questionnaire. It is anticipated that a maximum of 12 cased will be conducted.

Budgetary Considerations - The determination of costs is dependent on the number of cases conducted, however based on a maximum of 12 cases costs are estimated as shown in Table 2.

TABLE 2 – Estimated research costs: Phase 2

ITEM

TOTAL

Transportation (air)

3500.00

Transportation (road)

500.00

Accommodation and incidentals

1800.00

Gifts

600.00

GRAND TOTAL

5800.00

These costs are based on the expectation that up to three days will be spent at each attraction. The costs of air travel will also be substantially reduced if plans to introduce Virgin Airlines into Australia are realised by July 2000.

Phase 3: Future Scenarios for the Attractions Sector

Aims - This phase is predominantly concerned with identifying a set of future scenarios for the attraction sector. The aims for the third phase are:

To determine the key forces that will impact on the future of tourist attractions

To develop and evaluate the significance of alternative future scenarios.

To assess management response to alternative future scenarios

Methodology - A small number of probable scenarios will be constructed based on a review of the literature, the previous two phases of research and a number of key informants. Attraction managers will then be asked to respond to these scenarios by providing responses to indicate preferences.

Budgetary Considerations - The costs of the third phase of research will depend on the number and length of scenarios that are produced and the outcome of the first phase of the study. Costs are expected to be substantially lower than the previous phases. A rough estimate of about $1 000 is based mainly on stationery and mail costs.

Anticipated Project Outcomes

The outcomes of the project can best be summarised by the following points:

The submission of at least three individual papers (based on the three phases of research) to mainstream tourism research journals

The presentation of findings at tourism industry conferences

The fostering of new linkages between the attractions sector and James Cook University

The completion of a PhD thesis detailing the findings of the project.

If you have any questions or feedback please email me at: Pierre.Benckendorff@jcu.edu.au