MKT01760 : Tourism Planning Environments : Tourism Australia’s Global
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Position Statement/ Introduction
Indigenous tourism has been identified as an integral part of Australia’s tourism product offering and is one of the fundamental experiences which support Tourism Australia’s global marketing activities. However participation in Indigenous tourism experiences by both international as well as domestic markets has been declining since past decade. It has been highlighted by Tourism Australia that domestic supply and demand for Australian Indigenous tourism products in relation to other forms of conventional tourism is low (Carr, Ruhanen and Whitford 2016). Regardless to the conflicting investigations related to the attainment of Indigenous tourism in Australia, unquestionably the supply and demand as well as interest for Indigenous tourism focused by previous supply and demand investigation has not been emerged into visitor flows for wide ranging Indigenous tourism trade and business (Vanhove 2017). The following paper is formed to propose the preparation of new tourism policy in order to address the gaps of supply and demand in Indigenous tourism sector.
At the global level there can be identified various examples related to Indigenous communities experiencing both social and economic gains and revenues emerging from limited development opportunities. Such patents themselves in a range of unconstructive socio-economic indicators (Abascal, Fluker and Jiang 2016). However in order to eradicate areas of economic deficit and other socio-economic disparities which exhibit a tendency to confront Indigenous communities, agency policies, governments along with international organizations have proposed and approved various development strategies. Tourism has been one of the essential developmental tools recognized as offering constructive opportunities to enhance life and economic conditions of Indigenous people in a way that safeguards their cultural and natural resources and simultaneously empower the communities. Ruhanen, Whitford and McLennan (2015) reveal that the Australian federal government along with wide ranging Indigenous communities have been expanding policy infrastructure to aid and promote Indigenous tourism. On one hand the total visitor numbers, both ranging from domestic and global regions engaged in Indigenous tourism represent around 2% of the aggregated tourist numbers whereby this percentage further signifies an amount of A$ 6 billion of combined supply and contribution to the Australian economy (Carr, Ruhanen and Whitford 2016). While on the other hand, over the past decade domestic tourists have been representing over 98% of the tourism sector in Australia and international visitors tend to represent a diminutive portion of 4% (Lloyd et al. 2015).
Background context
Tourism is typically been promoted as a promising developmental strategy and approach for Indigenous communities in Australia. There can be identified evidences which underline the claim that sustainable tourism can result to the alleviation of economic deficiency, enhancement of life conditions of Indigenous people along with the preservation of cultural tradition, heritage and environment (Carr, Ruhanen and Whitford 2016). Demand for cultural tourism experiences such as visiting Indigenous communities and their tribal land and heritage has been identified as crucial among the sectors of elevated growth rate and supplying around 38% of all world travel. Abascal, Fluker and Jiang (2016) have noted that in Australia, Indigenous tourism has undergone a low rate of demand over past decade. However it has been argued that Indigenous tourism has not been regarded as essential determinant of tourism activity which either global or domestic tourists prefer to get involved while travelling within the country. Furthermore, Vanhove (2017) indicates that regardless to the gap of supply and demand, certain degree of latent domestic curiosity tends to persist in certain Australian destinations. These regions or destinations however exhibit strong representation of Indigenous tourism.
However it has been observed that these intentions do not typically renovate into forms of engagement thus a sharp decline has been noticed between areas of intentions and actual engagement. Attributes of Indigenous tourism magnetism have further been recognized in varied contexts (Buckley et al. 2015). It seems that ‘attaining knowledge’, ‘history’, ‘customary lifestyles’, engagement with ‘Indigenous communities’ are regarded as primary features. Furthermore, it reveals that some of these attributes are not appropriately signified within the realm of Indigenous tourism marketing initiatives. Mistilis Buhalis and Gretzel (2014) emphasized on evaluating tourism brochures revealed that lack of accuracy in proper representation of Indigenous communities and deficit of knowledge results to the wide gaps of supply and demands in Indigenous tourism around Australia. While understanding the wide areas of deficit barriers associated to lower rate of tourist engagement that is the perception of authenticity and lack of recognition has been identified (Picard 2015). The domestic contribution growth in Indigenous tourism has scarcely been altered in the past one decade despite of the slight rise in 2012-2015.
Altman (2018) reveal that despite an assertive view related to the demand for Indigenous tourism amongst a range of stakeholders, there can be identified a great deal of inconsistency and dilemma regarding the true rate of demand. It is the relentless effort of Tourism Research Australia to efficiently bring resolutions of areas of gaps and uncertainty on Indigenous Tourism. Furthermore, regardless of concerns by authors, the conventional perception in Australia relied on the area that demand for Indigenous tourism has been of greater importance within the domain of foreign visitors in relation to domestic visitors (Picard 2015). Such instability is regarded as substantial problem for the sector as over 70% of tourism leisure expense in Australian tourism sector emerges from domestic market (Bec, McLennan and Moyle 2016). However an approach to efficiently mitigate such perceived lack of domestic interest is to normalize Indigenous tourism and further promote Indigenous communities rather than solely emphasizing on cultural dimensions of Australian tourism (Abascal, Fluker and Jiang 2016). However an additional problem for the Indigenous tourism sector is related to a low tourism market profile. Furthermore, an Australian Tourist Commission (ATC) proposed one of the primary reasons for the deficit of engagement and participation in the domain of Indigenous tourism by people showing inclination has a lack of promotional material crucial for tourism planning activities (Bruwer, Gross and Lee 2016). It has further been proposed that between 60% and 80% of international tourists who developed an interest in experiencing or encountered an Indigenous tourism product perceiving of lower rate of advertising (Taylor et al. 2018).
Fleming (2015) indicated that during 2012, the Indigenous tourism industry had undergone extensive rate of vulnerability and unsubstantiated challenges regardless of the efforts emerging from government and other private sector initiatives. Distinctively the level of domestic supply and demand has been an issue which the Indigenous Tourism Sector requires to shed light upon. However, there can be identified studies which have emphasized on the barriers to sustainable advancement of Indigenous tourism business (Martínez-Martínez, Cegarra-Navarro and García-Pérez 2015). It is significant to comprehend that majority of Indigenous tourism businesses are not so major and thus tend to encounter similar drawbacks and hazards as small non-Indigenous businesses. For instance, it has been noted that around two thirds of majority of small business have been highly incompetent within the initial five years of operation (Bec, McLennan and Moyle 2016). Furthermore, in regards to the challenges related to lack of supply and demand by all businesses, Indigenous tourism business further experience issues and dilemma specifically related to communities and life conditions of Indigenous people (Picard 2015).
Substantial level of economic disadvantages has further been considered as critical factors for identifying gaps in supply and demand in the Indigenous sector. Such situations have resulted to the Indigenous communities to be incapable of accumulating considerable level of personal savings (Mistilis Buhalis and Gretzel 2014). Furthermore, a critical deficit of personal savings unified with community ownership of land and possessions lead to the reluctance of customary lending enterprises to supply profuse resources to Indigenous tourism traders. The cultural perceptions and belief systems of Indigenous Australians typically contribute to the issues related to the sustainability of Indigenous tourism business (Altman 2018). These standards, values and ideologies have the propensity to create hindrances with the perceptions and values promoted by Non-Indigenous communities related to work ethic and increase of resources. Author emphasized on the way Indigenous Australians may possess cultural obligations which can refrain these people from attending work on daily basis that to over expanded duration. However priorities such as these tend to be at unconstructive position with the world of commerce whereby considerable rate of importance has been posited on areas of regularity, consistency and promptness (Tourism.australia.com 2018). The conceptualization of obligation however may tend to arise intricacies for an individual of Indigenous communities to invest revenues back into tourism business. Furthermore, forms of welfare reliability and reliance over consecutive generations have experienced a significant decline in areas of self-reliance and self-confidence along with stifling level of ambition (Austrade.gov.au 2018).
Statement of need for Addressing Supply Issues in Australian Indigenous Tourism Sector
Commonwealth and state governments in recent times have developed a wide array of policy initiatives efficiently designed to improve the level of engagement of Indigenous communities in tourism sector (Austrade.gov.au 2018). Such Indigenous participation has been primarily witnessed in areas of cultural and eco-tourism and further tends to encourage cultural awareness and employment primarily in economically dejected secluded communities. However, Indigenous tourism sector typically experiences wide gaps in the supply and sustainability of success. The Australian federal governments through its approaches and strategies of development identify the value of tourism as a developmental tool for Indigenous people and communities. Reports reveal “The Indigenous Economic Development Strategy 2011-2018” which is an Australian federal governmental strategy primarily aims to aid Indigenous communities to efficiently provide them similar privileges and benefits as non-Indigenous Australians (Altman 2018). These policies fundamentally emphasize on vital areas and reducing gaps of supply and resources by creating environment which underlines economic growth, promoting business development and trade and further helping Indigenous Australians to successfully attain financial security and autonomy (Taylor et al. 2015). However one of the actions to support such as strategy developed by the federal government is to proficiently facilitate associations between Indigenous and Non-Indigenous businesses in the tourism industry (Chivers et al. 2015).These approaches aim to permit skills transfer and general tourism expansion and growth under the National Long Term Tourism Strategy Plan. Furthermore, it has been noted that within the skills of development and employment key area, the fundamental aim for 2011-2012 relied on engaging around 280 Indigenous Australians and further employ around 250 Indigenous trainees in the sector of pastor and tourism business (Altman and Allen 2018). These data are consequential to the initiatives proposed by Indigenous Land Corporation (ILC). However there can be identified no significant method signifying the way ILC has arrived at the figures and relative goals it has aimed for 2020 (Lloyd et al. 2015).
In addition to the efforts initiated by the Australian federal government, there have been identified several state and territory governments in Australia supporting strategies to facilitate Indigenous tourism. For instance, it has been observed that Northern Territory initially started to identify cultural aspects of Indigenous communities as an elevating area of tourism and have further considered the importance of aligning this subsector with the overall Australian tourism sector (Abascal, Fluker and Jiang 2016). Furthermore, within the Tourism Australia certain strategies have been considered which aims to increase Indigenous involvement and engagement within the tourism workforce. It has been observed that Tourism 2020 Strategy Policy indicates the development of a pilot program implemented to facilitate skill transfer between Indigenous and Non-Indigenous tourism sector (Vanhove 2017). However, as part of these strategies, Australian Tourism Sector has revealed its willingness to guide Indigenous communities by efficiently underlining the development of customary and innovative Indigenous tourism services. In addition to this, around A$3 million has been invested by Australian government for locally significant Indigenous projects (Tourism Western Australia 2018).
Furthermore, in order to efficiently construct a prominence and significance of consistency and excellence in tourism service delivery for Indigenous projects, Tourism Australia along with Indigenous Business Australia (IBA) has established Indigenous Tourism Champions Program (ITCP) (Taylor et al. 2018). The program primarily comprises of around 25 Indigenous owned products which constitutes around 50% of proprietorship. It is important to note, that 80% of these services and products are supplied in the Northern Territory, Queensland as well as Western Australia (Buckley et al. 2015). Furthermore, there have been identified ‘Aboriginal experience’ products; whereby the major section in the Northern Territory has been followed by Queensland with around 30% of the supply (Abascal, Fluker and Jiang 2016).
Australian tourism sector being one of the key determinants of the Indigenous communities comprise large players who tend to serve a critical role in addressing the gaps of supply and demand in this sector. As the public sector seeks Indigenous tourism development as essential means of gaining income, stimulating regional or local development and further creating wide range of employee opportunities (Carr, Ruhanen and Whitford 2016). This section of stakeholder typically coordinates the level of capital and interests of stakeholder through comprehensive regulations, procedures and incentives to proficiently encourage the behaviour and perspectives of stakeholders to attain the sustainable development for Indigenous destination (Vanhove 2017). In addition to this, the Indigenous community typically serve crucial role because of their dominance and value at the destination and further provide regional resources to tourists. Thus during the process of Indigenous tourism progress and expansion, these communities occupy the central role in regulating and establishing the Indigenous notions and theme purposed for the Indigenous destination development. Carr, Ruhanen and Whitford (2016) reveal that the critical deficit in supply and demand of resources in Indigenous Tourism extensively poses impact on Indigenous people and their communities at both positive as well as negative way. Thus the Indigenous people have been developing agencies and institutions to circumvent the potentials of deterioration and unconstructive business opportunities for such critical shortfall of demands (Vanhove 2017).
Australian Tourism Sector being identified as the primary stakeholders in relation to commercial activities and performance at the destination, the Indigenous tourism sector is highly accountable for its current tourism development to a substantial level. This sector however further practises an appropriate return on investment as well as revenues as is usual being business organizations (Fleming 2015). The long term incomes and revenues along with business sustainability of Indigenous tourism industry serves as a core area of interest for economic beneficial of the Indigenous communities. Furthermore, preservation and maintenance of attractive, traditional and heritage of Indigenous culture with the constructive environment at a destination is fundamental in order to continue the commercial activities of Indigenous tourism sector (Getz and Page 2016). Thus substantial degree of inclination and preference of tourists from both local and international level is considered as critical to mitigate or reduce gaps of supply and value of the Indigenous tourism sector.
Aboriginal Tourism Development Strategy (proposed strategy)
The Australian Indigenous Tourism sector must implement an Aboriginal Tourism Development Strategy which aims to represent a vital framework for distinguishing, establishing and pursuing policies, regulations, practices and appropriate administrative arrangements important for Indigenous people (Austrade.gov.au 2018). These plans and approaches further will facilitate the Indigenous tourism sector to attain sustainable initiatives in this industry. It will further offer new and enhanced opportunities for initiating accurate values and standards to reduce any critical gaps and protect the sustainability and credibility of original Aboriginal tourism product. The developmental strategy further outlines the importance of associations between Indigenous businesses and of collective ventures and initiatives among Indigenous and Non-Indigenous sectors which tend to stimulate the importance of public sector investment(Tourism Western Australia 2018)The primary vision of this strategy lies on the sustainable engagement of Indigenous communities in tourism sector. Furthermore, the essential aim of this plan seeks to emphasize on greater degree of opportunities in order to enhance both the cultural as well as commercial value to the Western Australia industry in order to acquire mutual benefits.
Furthermore, the extent of this strategy relies on assisting Indigenous people to envisage, determine and further rise commercially along with sustainable tourism initiatives which exhibit genuine Indigenous cultural aspects, traditions, art along with spiritual heritage as well as exceptional wilderness events and experiences. There have been distinguished certain critical issues to taken into consideration for generating its effective outcomes of this strategy. The strategy essentially would need to be highly susceptible as well as responsive to cultural and traditional patterns of Indigenous communities along with its heritage value while acknowledging, determining as well as sustaining Indigenous destination initiatives along with employments opportunities. Furthermore it has been noted by Carr, Ruhanen and Whitford (2016) that Indigenous communities and individuals may not efficiently perceive or tend to constitute limited access for feasible and practical engagement in Indigenous tourism initiatives.
The tourism planning will further aim to distinguish a series of Indigenous tourism knowledge development and training which fail to address appropriate groups or individuals. This area of knowledge development primarily purposes to those who diligently seek to make an entry and sustain in the Indigenous tourism sector (Vanhove 2017). The proposed plan of tourism development also underlines time and activities which exhibit a tendency to establish as well as sustain practical forms of initiatives and endeavours generated by Indigenous groups engaged in the tourism sector (Picard 2015). Furthermore, this plan will essentially aim to distinguish the need for Indigenous communities to serve proficient and critical roles in contributing leadership roles and techniques from the outset of the strategy. These proposed areas will intend to promote and improve the development of Indigenous tourism planning and initiatives along with a rise of employment opportunities and scope by situated outside the realm of the Indigenous communities. Lastly, the proposed plan further would put emphasis on the requirement of proper legislation, regulation, administration, policies as well as conservation performance in accurate forms to contribute effective sustainable maintenance and preservation of culture and heritage of Indigenous culture, natural destinations and traditions which are intrinsically integrated in the Indigenous tourism initiatives of Australia (Mistilis Buhalis and Gretzel 2014).
Proposed process of Indigenous Development Strategy
Australia’s Indigenous Communities are custodians of world’s most traditional heritage- Australians being proud of their highly exceptional traditions and heritage typically exhibit greater degree of inclination towards sharing these patterns of their cultures with both local and international tourists arriving from various parts of the world (Buckley et al. 2015). Furthermore the amount of dignity received from tourists are highly valued by Indigenous youths and thus raises their desire and anticipation to preserve their ideas, knowledge and further share it with others.
Extensive significance of niche market opportunity- Heritage and cultural patterns of Indigenous Australians are considered to be exceptional which are further replicated in the themes of relevant narratives, culture and lifestyle events (Tourism Western Australia 2018). Thus living cultural patterns of Indigenous communities provide the nation with high level of exceptionality and uniqueness as a successful tourism destination. This further increases the level of opportunity for Indigenous tourism sector to develop a niche tourism product which has major demand to an increased value niche tourism market.
References:
Abascal, T.E., Fluker, M. and Jiang, M., 2016. Domestic demand for Indigenous tourism in Australia: understanding intention to participate. Journal of Sustainable Tourism, 24(8-9), pp.1350-1368.
Altman, J. and Allen, L.M., 2018. Living off the land in national parks: issues for Aboriginal Australians. Canberra, ACT: Centre for Aboriginal Economic Policy Research (CAEPR), Research School of Social Sciences, College of Arts and Social Sciences, The Australian National University.
Altman, J., 2018. Appropriate income support for Aboriginal Australians: options for the 1990s. Canberra, ACT: Centre for Aboriginal Economic Policy Research (CAEPR), Research School of Social Sciences, College of Arts and Social Sciences, The Australian National University.
Altman, J., 2018. Brokering Aboriginal art: A critical perspective on marketing, institutions, and the state. Geelong, Vic.: Bowater School of Management and Marketing, Centre for Leisure Management Research, Deakin University.
Austrade.gov.au 2018. Indigenous Tourism Group - Austrade. [online] Austrade.gov.au. Available at: https://www.austrade.gov.au/Australian/Tourism/Policy-and-Strategy/Tourism-2020/Working-Groups/indigenous-tourism [Accessed 13 Sep. 2018].
Bec, A., McLennan, C.L. and Moyle, B.D., 2016. Community resilience to long-term tourism decline and rejuvenation: A literature review and conceptual model. Current Issues in Tourism, 19(5), pp.431-457.
Bruwer, J., Gross, M.J. and Lee, H.C., 2016. Tourism destination image (TDI) perception within a regional winescape context. Tourism Analysis, 21(2-3), pp.173-187.
Buckley, R., Gretzel, U., Scott, D., Weaver, D. and Becken, S., 2015. Tourism megatrends. Tourism Recreation Research, 40(1), pp.59-70.
Carr, A., Ruhanen, L. and Whitford, M., 2016. Indigenous peoples and tourism: The challenges and opportunities for sustainable tourism. Journal of Sustainable Tourism, 24(8-9), pp.1067-1079.
Chivers, I., Warrick, R., Bornman, J. and Evans, C., 2015. Native grasses make new products.
Fleming, A.E., 2015. Improving Business Investment Confidence in Culture-Aligned Indigenous Economies in Remote Australian Communities: A Business Support Framework to Better Inform Government Programs. The International Indigenous Policy Journal, 6(3), p.5.
Getz, D. and Page, S.J., 2016. Progress and prospects for event tourism research. Tourism Management, 52, pp.593-631.
Lloyd, K., Suchet-Pearson, S., Wright, S., Tofa, M., Rowland, C., Burarrwanga, L., Ganambarr, R., Ganambarr, M., Ganambarr, B. and Maymuru, D., 2015. Transforming Tourists and" Culturalising Commerce": Indigenous Tourism at Bawaka in Northern Australia. The International Indigenous Policy Journal, 6(4), p.6.
Martínez-Martínez, A., Cegarra-Navarro, J.G. and García-Pérez, A., 2015. Environmental knowledge management: A long-term enabler of tourism development. Tourism Management, 50, pp.281-291.
Mistilis, N., Buhalis, D. and Gretzel, U., 2014. Future eDestination marketing: perspective of an Australian tourism stakeholder network. Journal of Travel Research, 53(6), pp.778-790.
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Taylor, A., Carson, D.B., Carson, D.A. and Brokensha, H., 2015. ‘Walkabout’tourism: The indigenous tourism market for outback Australia. Journal of Hospitality and Tourism Management, 24, pp.9-17.
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Taylor, G.S., Braby, M.F., Moir, M.L., Harvey, M.S., Sands, D.P., New, T.R., Kitching, R.L., McQuillan, P.B., Hogendoorn, K., Glatz, R.V. and Andren, M., 2018. Strategic national approach for improving the conservation management of insects and allied invertebrates in Australia. Austral Entomology, 57(2), pp.124-149.
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Vanhove, N., 2017. The Economics of Tourism Destinations: Theory and Practice. Routledge.
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