Are we there yet?
by Vincent Ciccarello
In
its own, uniquely Australian way, the Great Ocean Road rivals the
legendary French Riviera and Amalfi Coast as one of the most photogenic
coastal drives in the world. For those with the time, it has much to
offer the self-drive tourist with attractions such as Apollo Bay, Port
Fairy and the Twelve Apostles.
But between Adelaide and Melbourne, the Great Ocean Road is only one of a number of much-travelled routes explored by holidaymakers. Just why travellers choose one route over another is the subject of a comprehensive research project about to be undertaken by UniSA’s Centre for Tourism and Leisure Management (CT&LM).
The project is funded by the South Australian Touring Route Inc Regional Touring Partners (a consortium of travel industry partners including TravelLink) and the federal government.
The project builds on previous work that UniSA’s Associate Professor Gary Howat and Professor Graham Brown have completed with industry partners. Other CT&LM staff involved in the project include research assistants Rosie Roberts and Heather March.
Data will be obtained from some 1500 travellers at different points over spring, summer and autumn to find out how visitors to the area feel about their travel experiences.
Associate Professor Gary Howat said the aim of the project, initiated by UniSA recreation planning and management graduate and TravelLink business manager Paul Victory, is to better understand the reasons why people drive on a certain route, stop at certain attractions and seek specific experiences.
"The sort of variables we will be examining are extensive, ranging from understanding the major features and attributes of the drive route itself, through to the range of activities to engage in during the trip that collectively help yield unique experiences," Prof Howat said.
Researchers will ask about the quality of roads, signage and facilities en route, as well as whether fishing, wine-tasting, whale watching or just spending time with the family had a role in the choice and experience of a certain journey.
"These things can be measured in terms of unique experiences," Prof Howat said, "which in turn can be measured as a range of benefits such as escaping and relaxing, socialising and enjoying the company of others, enjoying nature and the natural environment, enjoying the local culture and history, or improved health and wellbeing.
"Understanding these sorts of issues allows tourist operators, local councils and government departments to consider the types of facilities, attractions and activities that might be available on particular drive routes."
Prof Howat said that by having a strong industry advisory group such as SA Touring Route Inc ensuring the methodology and the research questionnaires are relevant, the research will have direct implications for member organisations.
Trained UniSA personnel will ask self-drive tourists at Hamilton, Pt
Fairy and the Wellington Ferry to take
15 minutes to complete the questionnaires. As an incentive to take part, the
travellers will receive free maps and "value packs" for future travel. The
data will be collated at the end of each season and reported to the industry
partners.
But the comprehensive nature of the questionnaire will also allow the
Centre to publish
the research in a number of journal articles.
"We feel this will be among the most comprehensive data on drive tourism in Australia," Prof Howat said. "Some of the material could also give rise to postgraduate tourism projects and could lead to similar research along other self-drive routes, such as Adelaide to Darwin."