UNIVERSITÉ TOULOUSE - JEAN JAURES
INSTITUT SUPERIEUR DU TOURISME, DE
L’HÔTELLERIE ET DE L’ALIMENTATION
MASTER TOURISME ET HÔTELLERIE
Parcours « Tourisme et Développement»
MÉMOIRE DE DEUXIÈME ANNÉE
Nature based tourism and ecotourism as a response to increase competitiveness and balance territorial development
Présenté par : Sandrine Gloton Vertigan
Année universitaire : 2013 – 2014 Sous la direction de : Anne Rostand et Aurélie Sanchez
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UNIVERSITÉ TOULOUSE - JEAN JAURES
INSTITUT SUPERIEUR DU TOURISME, DE
L’HÔTELLERIE ET DE L’ALIMENTATION
MASTER TOURISME ET HÔTELLERIE
Parcours « Tourisme et Développement»
MÉMOIRE DE DEUXIÈME ANNÉE
Nature based tourism and ecotourism as a response to increase competitiveness and balance territorial development
Présenté par : Sandrine Gloton Vertigan
Année universitaire : 2013 – 2014 Sous la direction de : Anne Rostand et Aurélie Sanchez
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L’ISTHIA de l’Université Toulouse Jean Jaurès n’entend donner aucune approbation, ni improbation dans les projets tuteurés et mémoires de recherche. Les opinions qui y sont développées doivent être considérées comme propres à leur auteur(e)
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Acknowledgment
I would like to thank Vivienne Holloway for the great opportunity of undertaking my work placement with the fantastic team of the City of Victor Harbor and for the help and support from every one. I also thank Leah and Amelia for trusting me with the signage project of the Whale Centre and for the rich experience it was.
Many thanks to my family who gave me encouragement and support during the writing of this present memoire.
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Contents
Main introduction……………………………………………………………….. p. 7
Part 1- The foundations of the tourism development of Australia and the seaside resort of victor harbor: lands of possibilities, multiples stakes and potential for a sustainable future………………………………. p.9
Chapter 1: Introduction to Terra Australis Inconnu, the great southern land unknown …………………………………………………………………. p.11
Chapter 2: Nature based tourism, the benefits of using nature, controversies and evolution towards ecotourism…………………………… p.28
Chapter 3. Different levels of governance for natural heritage implies different visions, identity and use conflicts.…………………………………... p.47
Part 2 - Enhancing territorial development: bringing satisfaction to social, environmental and economic needs………………………………… p.61
Chapter 1: Victor Harbor city council and the scope of activities: tourism, a delegated authority……………………………………………………………… p.63
Chapter 2: The issues of the territory and the will for a nature based tourism planning strategy for Victor Harbor………………………………… p.80
Chapter 3: Record, analysis and diagnosis of the nature based tourism offering in Victor Harbor……………………………………………………….. p.89
Part 3 - Highlight on the opportunities, proposal of recommendations and a strategic development plan : ten years of actions to regain trust and competitiveness through an ecotourism vision……………………….. p.107
Chapter 1: A cross analysis between Victor Harbor’s tourism industry and market opportunities: recommendations to create a favorable economic environment for better industry competitiveness…………………………… p.109
Chapter 2: Development plan for nature based tourism strategy: regaining competitiveness through new experiences as a driving force toward economic development…………………………………………………………. p.131
Chapter 3: Checking hypotheses regarding ecotourism possibilities in Victor Harbor…………………………………………………………………….. p.140
Main conclusion p.160
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Main introduction
As one of the most important industries in Australia, tourism has had some significant impacts on natural and built environments. Tourism responds to a pursuit of adventure and a desire to discover new places with natural and cultural beauty. The irony of tourism is that in most cases these environments of value can become threatened by the flow of visitors driven to explore them. This phenomenon is the reason for the need to understand both positive and negative effects on the environment, on the culture and on general economic outcomes. Between the consumption of the natural spaces and tourism as an essential activity for the life and preservation of the heritage and with almost one million visitors a year, Victor Harbor is facing a problematic of tourism development. Faced with the increasing competition of national and regional tourism, Victor Harbor needs to decide on a new tourism model. However; tourism is not viewed the same way in every society. Some see tourism only as an economic function, others may benefit from cultural and social wellbeing from the destination. The degree of local resident’s desire for their involvement varies depending on the destination. Some destinations may consider tourism as a means to support and stimulate other forms of activity development while others view tourism as a long fundamental and sustainable sector for their economy. The desires and philosophies for tourism must be debated to reach an agreement on the constituents of the destination.
This document links nature based tourism and ecotourism to two principles: competitiveness and balanced spatial territorial development. Before starting with demonstrating how it can be related, it is necessary to clarify the terms of nature based tourism and ecotourism, often confused and apparent to one another. With the purpose of demonstrating the relationship between ecotourism, competitiveness and territorial development, the study focuses on the role of public and private stakeholders with an ideal of participative governance, cooperation, coherence of different levels of governance on one hand for tourism
7 and on the other hand for natural resource management, the role of innovation and enterprise creation. The audit and recommendations made for the City of Victor Harbor were at the origin of a wish for an ecotourism strategy. From this demand, it is first obligated to ask: can ecotourism help regain competitiveness? How and what are the conditions? Indeed; the banner of ecotourism can be attractive for tourism planners, but often the requirements of engaging a whole new public and private organisation of the tourism industry, without forgetting other sectors of the territory such as agriculture, fisheries and so on, can overtake the capacity of the territory. Another question is why local governments are promoting ecotourism if not because of the positive image? It can be to change the situation of mass tourism, or to find a market responding to environmental values of some consumers. It seems that ecotourism and the tourism industry rely on a non explicit postulate that would be that the environment is a perpetual resource as a product of appeal to gain benefices and revenues. This is an issue with ecotourism, the want to conserve the environment and in the same time offer ecotourism products to gain a position with a growing demand on a global scale as well as responding to the fundamental needs of local communities. Ecotourism is therefore a topic to carefully address. Ecotourism is viewed as a solution of exchange to an economy traditionally based on natural resources, but in fact, ecotourism might not be a unique solution for a sustainable development.
To address all these questions, thorough research and interviews with different stakeholders are needed to understand the functions, roles, authority and capacity of local governments to impact the tourism industry of their territory. A development strategy through ecotourism is a great initiative; however requires in depth understanding of the global environment of the territory itself and of the territory within a larger administration scale. Tourism is an activity shaped by numerous and varied elements. The conduct of a territorial diagnosis of tourism cannot be limited to the study of the local tourism organisation. The climate, landscapes, the history, the heritage, the inhabitants and their traditions are as much motives of attractiveness that come to shape the degree of physiognomy of 8 the tourist destination. The initial question that started the reflection to address in this document is how ecotourism can be a solution to evenly develop a territory that is mainly focused on seaside tourism and increase its attractiveness? Divided in three parts, this document will, in the first section; give an insight the foundations of the tourism development in Australia and in Victor Harbor, mainly focusing on nature based tourism and natural heritage with an overview of the stakes and potential for a sustainable development. The second part focuses on the functions of the local government of Victor Harbor as a body to enhance territorial development before analysing its nature based tourism market. Finally, the third part provides details of the opportunity for development, recommendations to reach the potential and counters to the barriers of industry growth; followed by the demonstration of three assumptions potentially allowing a balance of territorial development, a regain of competitiveness and an increase in environmental awareness to increase visitation during the low season.
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Methodology
Initial question: How ecotourism can be a solution to evenly develop a territory that is mainly focused on seaside tourism and increase its attractiveness?
Ecotourism Territorial development Bibliography researches Nature based tourism Local government Natural heritage
Begining of the work placement
Low development Loss of competitiveness of remote areas Problematic :
Lack of knowledge How a territory suffering a loss of its Wish for ecotourism of tourism market competitiveness can regain reputation through a development territorial strategy oriented to ecotourism?
Further research Sustainability Competitiveness Environmental Attractiveness awareness, Participative conserv ation, protection Governance
Inventory offer Inventory Research for and demand of Recommendations Strategy natural Interviews Diagnosis opportunities nature based heritage tourism
H3: The development of nature based H1: The development of H2: Private innovation in tourism oriented toward a non agritourism and tourism nature based leisure consumptive approach can promote the products in remote areas can would allow the territory natural environment and reduce the grow visitation in Victor to regain in Harbor competitiveness seasonality: the example of an interpretive itinerary for whale watching
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PART 1
THE FOUNDATIONS OF THE TOURISM
DEVELOPMENT OF AUSTRALIA AND THE
SEASIDE RESORT OF VICTOR HARBOR: LANDS
OF POSSIBILITIES, MULTIPLES STAKES AND
POTENTIAL FOR A SUSTAINABLE FUTURE
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Introduction
Australia, this large country in the southern hemisphere is a former British colony, becoming the Commonwealth of Australia during at the turn of the XXth century. The nation proceeded to build a strong economy, one of the healthiest in the OECD. The discovery of diverse and precious natural resources present on Australian land was the main factor for European settlement, making the country a wealthy state with major exports. Along with the minerals, the oil and gas, the natural environment contributed to the ongoing economic growth of the nation. Australia became an ultimate tourism destination, a paradise for outdoor experiences and nature based activities.
Like all natural resources, whether it is oil, minerals, forests or water, over exploitation that might conduct to wealth and short term visions with no consideration of consequences is no longer regarded as acceptable or viable. While Australia started to build its economy around the exploitation of the land, the underground and the waters, research highlighting the depletion of natural resources is driving the country to finding a new economic model. Tourism is highly considered, especially when nature based tourism is one of the strongest shares of the tourism industry. Formerly an elite tourism, followed by mass tourism, the trend is today oriented to alternative tourism. At the origin of the phenomena, among others, we find consequences generated on the environment by conventional tourism. Australia, much as any other country faces its own environmental stakes that require a specific protection and the management of human activities. From one region to another, the environmental stakes may differ; however the economic needs are similar. To become a viable and sustainable destination, policy planners seek to carry out a development strategy bringing together satisfaction to environmental, social and economic needs. Coastal destinations are particularly fragile areas, often dealing with strong pressure from the flow of tourism. Rural and remote areas are more likely to suffer from the lack of dynamism and benefits from tourism too focused on the coast. 12
This first part aims to understand the macro environment of Australia, starting with the political, historical, geographical, and socio economic context to paint a picture of tourism development from the national level of Australia down to a community level in Victor Harbor. As nature based tourism relies on natural heritage, the third chapter focuses on the natural characteristics of the country and the controversies around its use for tourism, leading to the topic of local governance to resolve potential conflicts.
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CHAPTER 1: INTRODUCTION TO TERRA AUSTRALIS INCONNU, THE GREAT SOUTHERN LAND UNKNOWN
Introduction To introduce tourism in Australia, this first chapter aims to present the Australian territory, its history, its political operations, its geography and its economy. As a young country that used to be populated by only Aborigines who were living in harmony with their sacred land, the Australian territory has seen many environment modifications over the past two hundred years. With a rich natural environment and an attractive way of life, the Australian demographic rapidly increased and brought with it the need for territorial and political organisation. Despite the rise in the number of inhabitants, the repartition is uneven as the water supplies and geographical features are more appealing and available along the coast, for residential as well as tourism. Australia’s landscapes bring a paradisiacal imagination and contribute to its tourism success. Tourism in some states is more developed than in others. Climate has always been a basis for the development of tourism. Climate in the state of South Australia where Victor Harbor is located does not favor an all-year-round destination. European settlement, however, built a town that soon became appealing for tourists.
1. History and geography of a colonized country
After the colonisation by the British in the XVIIIth century, the country today named Commonwealth of Australia experienced a quick expansion of its population and a strong development, mostly due to its mining wealth present on the territory.
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1.1. History of the colonisation of Australia: from an Anglo-Saxon population to a multicultural society
Australia was born of a colonial context. Formerly of six British colonies, the Commonwealth of Australia was formed in 1901 when the colonies banded together to form the country.
1.1.1. Prior to the arrival of the British: A sacred land for the Aborigine culture
We estimate today that the Aborigines have been populating Australia for around 50000 years. At the arrival of the first colonials, Australia was populated by about 1 million Aborigines1. The signification of the name Aborigine is « since the origin » given by the Europeans. The south of Indonesia remained a «terra incognita» long after America was discovered in 1492. The Portuguese and Spanish were sailing close to Australia but without seeing the land. We believe that the first Europeans to touch Australian soil were sailors of the Dutch East India Company in the XVIIth century captained by Willem Jansz. He names the island New Holland however does not hold much interest for it. In 1770, James Cook moors his ship on the east coast. He claims possession of this land in the name of England and names it “New South Wales” on the 21st of August 1770. He grows fond of the Aborigines, seeing them as “happy people”. The French also explored the coast of the continent in 1788. Europeans named this land « terra australis incognita » and see in it the possibilities of a new peopling (Argounès, 2006, p.7-8).
1 BOSA Bastien. L'Australie : Mises en perspective historiques. Pouvoirs, 2012/2 n°141, p. 5-15. DOI : 10.3917/pouv.141.0005. p.3. [En ligne] Disponible sur :
1.1.2. Colonialism context: from penal colony to the gold age
The nation builds itself at the start as a prison, and between 1788 and 1868, Australia received approximately 160 000 prisoners2. The first fleet of prisoners arrived on January 26 1788, in Port Jackson (Sydney today). These prisoners compose the first labor force for the development of New South Wales. They are quickly followed by hordes of settlers arriving during the XIXth century. During the middle of the XIXth century, the arrival of prisoners begins to slow down before completely stopping. When gold was discovered in Australia, the land was considered too valuable to be used for penal colonies. The discovery of gold deposits caused a large immigration flow and population tripled in ten years (Argounès, 2006, p.26).
In the XIXth century, the necessity for a federation of Australian states became essential. The industrial revolution was a key time for the construction of a federated Australia. The progress allowed a cultural and politic rapprochement of the whole country. After several conferences, meetings and amendments, the Imperial Parliament voted the law creating the Commonwealth of Australia in 1900, the application of the law created States, replacing the colonies. (Argounès, 2006, p.28)
1.1.3. Post colonial Australia: A multicultural society
The country developed significantly after 1949 with the election of Robert Menzies and his liberal party. Australia sees the start of a long period of economic prosperity and social conservatism. The society builds itself around the « Australian Way of Life », sort of ideal society (Argounès, 2006, p.35). Australia began building its identity on an Anglo-Saxon culture imported from Great Britain and North America. Slowly, Australia’s doors opened to immigration from South
2 BOSA Bastien. L'Australie : Mises en perspective historiques. Pouvoirs, 2012/2 n°141, p. 5-15. DOI : 10.3917/pouv.141.0005. p.4. [En ligne] Disponible sur :
Europe and Asia, which saw the population diversify to a multicultural society. With an important change, Australia reconised Aborigine culture as fundamental for the country. The Australian identity is an Aborigine – European diversity. In the years 1970-1990, Australia experienced a cultural revolution. At the same time, this phenomena lead to a xenophobic trend. Pauline Hanson, the leader of the party « One Nation » openly extreme right, won a seat in parliament at the end of the 90’s. Regular debates took place to modify the constitution and establish an Australian Republic; however, the referendum of 1999 for the institution of a republic resulted with 55% against independence.
1.2. Geography and demography of a large country
Australia, however large, has a small population. For a territory the size of forty eight American states, the demography is less than a tenth of the United States of America.
1.2.1. Geographic characteristics of Australia
Australia is often named “continent-island”, however incorrectly as Australia is part of the Oceania continent that includes New Zealand, New Guinea and other islands in the area. Situated in the southern hemisphere between the Indian Ocean and the Pacific Ocean, Australia spans 3200km from north to south and 3800km from east to west. With a surface of 7 682 300km2, approximately fourteen times the size of France, Australia is ranked the sixth largest country on the planet. At about 17000 km away from European capitals and twenty hours flight without the transfers, Australia is one of the farthest countries from France. However, Australia is quite close to Asia. The east coast is also closer to the United States of America, separated by fifteen hours flight.
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There are seven main cities in Australia. The federal capital, Canberra is located in the Australian Capital Territory. Host to 380000 inhabitants, the city was built as a compromise aftera long dispute over whether Melbourne or Sydney would be the capital of Australia. Sydney, with its modern architecture and many tourism sites such as the Opera House, many botanical gardens and theaters, is the state capital of New South Wales and counts 4.5 million inhabitants. Melbourne, cultural city and state capital of Victoria is constantly a rival with Sydney and hosts around 4.3 million inhabitants. Brisbane with 2.2 million is the state capital of Queensland. Perth, famous as the most isolated city in the world is the state capital of Western Australia with a population of 1.9 million. The state capital of Tasmania is Hobart with a population of 200 000. Adelaide is the state capital of South Australia and has kept its Victorian architecture. It counts 1.3 million inhabitants. Adelaide was founded in 1837 by colonists from Great Britain. The city, on the foot of the Mount Lofty has been constructed with geographical planning. The urban centre is surrounded by parks and gardens. It became the administrative and business centre with parliament, the university, the council and the court of law. Wide suburban areas go beyond the city. Industries are located between the city and Port Adelaide which is an old shipping port and an external port accessible to large ships. The main industries are mechanical construction (automotive, electrical appliances), electronic and chime)3. Other cities can be named, such as Alice Springs situated at the centre of Australia in the desert and Darwin, the capital of the Northern Territory. Australia has two faces: cities and the bush.
3 HUETZ DE LEMPS Alain, « ADÉLAÏDE », Encyclopædia Universalis. [En ligne] Disponible sur :https://www-universalis--edu-com.nomade.univ-tlse2.fr/encyclopedie/adelaide/. (Consulté le 14-02- 2014). 18
Figure 1 – Main cities
Source : Cap Australie4.
1.2.2. Paradoxes in the demographic data
Despite the large surface area, Australia has a weak demography. In 20125, the population was of 22.6 million, with a density of 2.8 inhabitants per km2. The population is gathered on the littoral, mainly at the east of the country and in large cities such as Sydney or Melbourne. The red zones on the map show the most populated areas, the cities. The center of the country has less than an inhabitant per kilometer square, life conditions being harder in this arid land.
4 Cap Australie. Géographie de l’Australie. [En ligne]. Disponible sur :
Figure 2 – Distribution of Australian demographics
Source : Cartograp.6
The demographic growth is 1.7% per year. Aborigines are today around 480 000, about 2.4% of the population. They commonly live either in the country side and isolated zones of the country on unproductive land, or in lower socio- economic neighborhoods of cities. Their life conditions are often disastrous and they suffer from economic difficulties (Argounès, 2006, p.43). At the arrival of the first British colonist, Aborigines have been driven out of their land and were even sometimes subjected to genocide. Their population has been wiped out, sometimes up to 90 % such as it happened in Tasmania. The last know massacre happened in 1928. Political figures refused to apologise or even recognise these atrocities and other mistreatments until Prime Minister Rudd in 2008.
6 Atlas du Monde. [En ligne]. Disponible sur :
Figure 3 - Evolution of Australian demography from 1960 to present day
Source : Perspective monde. Université de Sherbrooke. 7
1.2.3. Remarkable landscapes of Australia
Australia is called « The Lucky Country » (Pailhès, 2008, p.70-75) and is abundant with mineral resources, wonderful and diverse landscapes, and the sun is often generous. Central regions or « the Outback » is a semi-arid desert with red dirt, rocks and bush, vegetation made of dry trees and scrubs. Alice Springs is the only city located in the deserts, with Aborigines being the majority of residents such as is common in Australia’s desert areas. On this land there are many species of kangaroo and a few camels. The deserts also feature some famous geological landmarks, such as Uluru- Kata Tjuta, the huge, and sacred Aborigine rock, Kings Canyon and Mount Olga. Eastern regions cover three states and a territory, offering a wide variety of landscapes, such as mountains, flatlands and tropical rainforests in the north. Northern regions hold large jungles, the tropical rainforest and many gorges and caves covered with ancient Aboriginal paintings. Western regions are lands with gorges and cascades but are also rich with mining resources. Southern regions are rich in sandy beaches and sand dune systems, rocky headlands and coastal cliffs, deep and shallow water and granite reefs,
7Perspective Monde. 2011. [En ligne]. Disponible sur :
1.2.4. Wildlife, bizarre animals and endemic plants
Australia hosts many animal species, with marsupials like kangaroos, wallabies, quokkas and koalas, and many more odd species such as the platypus, echidnas and emus. The Great Barrier Reef and some rivers host hundreds of aquatic species, such as turtles, dolphins and crocodiles. Australian waters are populated with around 165 species of sharks and crocodiles, which the most dangerous are of the salt water variety and are known to grow to seven meters long. Kangaroos, koalas, snakes and spiders live throughout Australia and South Australia is no exception. As the state has different climates from the south to the north, it hosts a large diversity of wildlife, as does its waters. Dolphins, fur seals and sharks are often seen close to the coast. There are many endangered species of birds nesting on the beaches. Some of the plants in the wetlands are endemic to South Australia and vital for the survival of all inhabitants of these wetlands. Despite the few cities in Australia, urban development along the coast brings pressure on Australian environment.
2. Politics and territorial organization
Since becoming a country and the creation of the constitution in 1901, Australia has maintained a stable political system. Inspired from the British, North
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American and some other European countries, the political system stands unique and effective.
2.1. The political function and the construction of a constitututional monarchy
Australia is made of six states (Western Australia, Queensland, New South Wales, Tasmania, South Australia and Victoria) and two territories (Northern Territory and Australian Capital Territory). The states have a wider autonomy than the territories and have competences in land management, hospitals and schools, mining industries and a few others fields (Ponsonnet, Grundmann, 2011, p.150).
Figure 4 – Australian blazon, a kangaroo and an emu holding the flags of each six states
Source: About Australia 8
Australia is a liberal democracy, influenced by the English monarchy and by American federalism. It is a constitutional monarchy. The queen of England remains the queen of Australia however doesn’t have much power. Her only power is in the executive, which is handed down to her representative, the governor general. This position is filled by an individual nominated by the queen and chosen by the prime minister. The governor countersigns some nomination and has discretional powers (Argounès, 2006, p.67). The legislative system in Australia is bicameral the English way but composed of a senate the American way in place of the English House of Lords. The parliament is composed of the
8 Australia’s Flag and Emblems. [Online] Disponible sur :
Lower House and Upper House. One hundred and fifty deputies sit in the Lower House and seventy six senators, twelve per state (Argounès, 2006, p.71). State governments have a strong autonomy from the federal state. The legal power is represented by the High Court of Australia. The elections at the federal level occur every three years and renew all the representatives in the Lower House. The voting booth was established in 1870, South Australia granted women the right to vote in 1894, the other states followed between 1899 and 1908. Voting is mandatory for all Australians registered with electoral enrollment. Failure to vote has been punished with fines since 1924. Federated states also have their own governments and work the same way as the federal state. The territories, created later, have wicker autonomy.
2.2. Organisation and role of a city council, the example of Victor Harbor
The roles and responsibilities of local government derive from the Local Government Act 1999 and from other State Legislation. With the exception of the main cities, a city council unites the city and the surrounding areas. The city itself is divided into precincts.
Figure 5 - City Council map
Source: City profile9
9 Community Profile. [En ligne]. Disponible sur: http://profile.id.com.au/victor-harbor/home. (Consulté le 05-05-2014). 24
2.2.1. The role and function of Local Governments
States and territories are divided in local government known as councils. There are four categories of councils: City councils that govern or a city or a smaller town and confederation of towns, Shire Councils, District councils and Regional Council. In the Local Government Act 1999, the objectives of councils are defined as: “to endeavor to achieve the best outcomes for the local community having regard to the long term and cumulative effects of decisions”10 with regards to promoting economic, social and environmental sustainability and viability of the communities. The roles of councils are to provide management for the local areas they are in charge of by acting as a representative and informed decision maker to provide services and facilities and “develop its community and resources in a socially just and ecologically sustainable manner”. In other words, it aims to develop its territory towards the most sustainable future.
In Victor Harbor, the services, responsibilities and role of the city council related to tourism include: tourism promotion, servicing and development; visitor information centre, whale centre, walking trails, coastal protection, community events, cultural services and events, event management; Horse Tram service, economic development and strategic planning.
2.2.2. Local development in respect of the community identity, history and environment
Local development comes from the principle that the local space can create its own dynamic of economic and prosperity, relying on its resources, ability of initiative and organisation. More or less concerted, initiated by individuals or collective actors, the process takes place on a physical and social space identified as a territory. By territory we mean a land space on which a group of humans live. The territory where the process of development is engaged doesn’t stand alone,
10 South Australian Legislation. Local Government Act 1999. [En ligne]. Disponible sur: http://www.legislation.sa.gov.au/LZ/C/A/Local%20Government%20Act%201999.aspx. (Consulté le 3-06- 14). 25 but must fit within other territories. There are several levels of governance in which live different communities with their own identity and vision for development. The existence of a territorial community and the feeling or sense of belonging are essential factors. More than a geographical space, the notion of a territory insists on the importance of the people living there. A place is shaped by the previous touch of former and present inhabitants testifying to the local population’s relation with their global environment. Australia’s pride and identity is paired with their economic performance and lifestyle. The next chapter provides figures on the economic state of the country and the unbalanced space development.
3. Ongoing growth due to a wealth of natural resources
Australia has a strong economy. It received a low impact from the global financial crisis; however, it remains dependent on the global economy and exchange rates, a direct result from its statute of major mineral exporting.
3.1. A proficient economic nation
As one of the world’s power countries, with an abundance of mining wealth and low unemployment rate, Australia is one of the most proficient countries. With twenty two years of ongoing growth, Australia has reached a special place in the OECD. Australia is one of the healthiest countries of the OECD and has been given the AAA. The Australian economy is efficient and was only slightly affected by the global crisis. The country is ranked 14th for its wealth per capita (Argounès, 2006, p.14). In 2013, the GDP was of 1520 billion USD, so a GDP per inhabitant of 25 720 Euros or 35668.77 USD. The growth rate, usually around 3.5% was reduced to 3.25% due to natural catastrophes, but found its way up to 3.7% in 2012. Inflation in 2012 rises to 2.2%. Public debt is at 9.6%, which is relatively low compared to some other countries of the OECD, and has a stable and strong financial system. The commercial balance has a deficit of 2.03 billion AUD in August 2012. Australia had not encountered such a deficit since March 26
2008. On the year 2012, facing the rise in price for mineral resources of which Australia is a major export, sees sales fall that resulted in the higher commercial balance. However, the tourism commercial balance is often in surplus. Australia, such as France, faces social inequality. In 2000, 10% of Australians held 50% of the wealth and 25% lived under the poverty threshold. Many jobs are unstable, but the minimum wage is relatively decent and the unemployment rate was only of 5.4% in September 2012. Australia’s population is growing old, average number of children per woman was 1.8 in 2004. In 2000, median age was 35.4 years, estimations for 2050 takes it to 47 years. In 2005, there were around five active for one retired and this figure should be reduced by half in 2040 (Argounès, 2006, p.88).
Australia has diverse and abundant natural resources that attract foreign investments, with strong interest in the reserves of copper, gold, coal, natural gas, iron, uranium and renewable energy sources. Services constitute the most important share of the GDP, up to 69.3%, followed by industry at 27.8% and by agriculture at 2,9%. Despite its efficient mining and farming industries, Australia suffers from a low internal market due to its weak demography. Primary and secondary sectors hire few people, tertiary sectors holds to themselves about 70% of the jobs. (Ponsonnet, Grundmann, 2011, p.139).
3.2. South Australia comparative lack of development
South Australia is one of the largest states of the commonwealth of Australia (984 000 km2) but with a low population 1.55 million inhabitants in 2005 with three quarters of that number concentrated in Adelaide and its suburbs. Aborigines are few, Europeans colonized the region in 1837.
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Figure 6 - States division
Source: World Atlas11
The South has a Mediterranean climate while the north consists mainly of desert. The south has many agricultural lands, and is today famous for its wineries. Like the rest of Australia, the state has mining resources. Fishing isn’t developed well but industries such as automotive and pharmaceutical products are important to the economy, specialised for exports12. The estimated South Australian population in June 2013 was of 1,670,834. The Growth State Product (GSP) was of 1.3% and the unemployment rate of 5.7%13. The unemployment rate is, however, currently increasing with the closure of many manufacturing businesses, leaving thousands of employees out of work.
11 World Atlas. [En ligne] Disponible sur :
Victor Harbor relies mainly on agriculture, fisheries and tourism but the largest industry is Health Care and Social Assistance. In 2013, the GRP was of 0.47 million. The tourism industry in Victor Harbor is very seasonal. The town attracts tourists mostly in summer, when inhabitants of Adelaide and of the desert north of South Australia wish to escape the hot summers and enjoy the cooler temperature and breeze of the southern coast. The natural features of the Victor Harbor area allow for a large range of outdoor activities, from surfing and body boarding to hiking. The water based activities are dominant but also available and more favorable in neighbouring towns. One of the main attractions in Victor Harbor is the Horse Dawn Tram, a tram pulled by horse transporting people from the mainland to Granite Island. It carries around 700 000 passengers every year. Granite Island is a true asset for Victor Harbor; however, the council is only in charge of the walking track as the island is controlled by the Department of Environment, Water and Natural Resources and the northern section is under a commercial lease. The council feels that there is a need for a nature based tourism audit as the Department of Economic Development and Tourism lacks information regarding the quantity of nature based experience providers and they don’t have a clear picture as to what could be developed to extend visitors experiences. Outside of the nature based category of tourism and excluding festivals and other events, tourism isn’t quite developed and lacks infrastructure.
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Conclusion
For many coastal Australian towns, tourism is one of the most important industries to bring income to the economy. Overseas visitation, which is growing significantly every year, seems to be driven by the natural features and outdoor experiences Australia has to offer. The number of direct and indirect jobs created by the tourism industry assists with keeping the unemployment rate low. Skilled workers in the tourism industry are difficult to find to sufficiently fill the work force. Australia is still is young country, strongly building its economy and its name as a destination, yet also aware of the necessity to preserve its natural heritage. Nature has long been used as a recreational and leisure asset. Despite the low direct income nature based tourism can bring, when adding expenditure in the global tourism industry such as restaurants, cafes, accommodation as the indirect expenditure from tourists drawn to the nature based activities, we see the valuable income. When it comes to nature, there are always conflicts and controversies towards its use and purpose and ongoing debates within the communities regarding protection and conservation. A necessary balance must be found for a viable and sustainable future of the tourism industry, while giving satisfaction to local communities as well as visitors regarding a share use of the territory, and guaranteeing the safe use of the natural heritage in order to preserve it. In a territorial development vision, it is the council’s role to coordinate stakeholders and to find a consensus for the best interest of all.
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CHAPTER 2: NATURE BASED TOURISM: THE BENEFITS OF THE USE OF NATURE, CONTROVERSIES AND EVOLUTION TOWARDS ECOTOURISM
Introduction Nature based sports have for a long time been practiced, first by the upper class demographics looking for a social distinction in the confrontation with nature (Bourdieu, 1979). These physical activities in nature were a game with nature to express their intellectual skills. Later on, the democratisation of nature based sport changed its relation to nature when an increase of participants caused conflicts of use and created questions of their impact on the environment.
Nature tourism refers to all tourism that directly depends on the use of natural resources such as wildlife, vegetation and water features. As it includes hunting, motor bike tours in the country side and other sorts of consumptive tourism, nature based tourism can over use the natural resources by non responsible tourists14. From this perspective; ecotourism is not a synonym for nature based tourism, but in fact a derivative.
1. Key findings of tourism in Australia and importance of the tourism industry in the economy
Tourism is well developed in Australia and represents an important share of the economy. At the beginning of the year 2000, the tourism industry was filling around 10% of the GDP. In the financial year 2009-2010 tourism brought 34 billion Australian Dollars to the GDP and had directly employed one million workers. Tourism contributes to 10% of the country’s exports15 as well as having a large contribution to the regional economic and social wellbeing.
14 IUCN. Tourism, Ecotourism and Protected Areas. [En ligne]. Disponible sur :
1.1. Tourism in Australia: a thriving industry for the nation
Tourism is extremely important for Australia. All over the world people dream of discovering the country. The ongoing development of the tourism industry in Australia is creating thousands of jobs every year and generating a great share of the nation’s wealth. The promoters for tourism have a long list of features to entice visitors. The natural features provide unique attractions that are suitable for many nature based tourism enthusiasts.
1.1.1. The national implementation of tourism
French and Australian tourism were initiated by a similar trend. National tourism began between the two world wars. International tourism is more recent, this being due to the remoteness of Australia from expellant countries. The development of national tourism between the two world wars began with the flow of inhabitants from the south moving to the tropical and warmer climate of the north during winter. Package trips were organised, accommodation was created. Between 1950 and 1970, with the development of air transport and the democratisation of cars, domestic tourism grew rapidly. In 1958, Australians were granted three weeks of paid leave16. In the 70’s the Australian coasts experienced a mass men phenomenon of tourism. The first regular air transport line between Australia and Europe dates from 1959. Since 1980, the number of foreign tourists visiting Australia has been higher than the number of Australian tourists overseas. Around 1960, Australia counted 300 000 foreign visitors, at the end of the 80’s there were two million. The numbers continued increasing and ten years later there were four million counted. At the beginning of the 90’s, Australia was not considered a primary destination. The number of international visitors doubled between the 1980 and 1990 and hasn’t stopped rising, despite a slower period in 1997-1998 due to the financial crisis of some Asian countries. The years 1999-2000 recorded extremely high foreign visitation and with the 2000 Sydney Olympics
16 Luc Vacher. La Construction de l’espace touristique de la Grande Barrière de Corail : entre protection de l’environnement et modifications de l’accessibilité au récif. [En ligne]. Etudes Caribéennes, 2008. [En ligne]. Disponible sur :
Games. Australia put a lot of effort into communication and destination promotion. Australia then became an equal with other continents as a tourism destination. According to the Australian Tourism Commission the number of tourists increased by 11% in 2000 and during the four following years, the promotional impact of the Olympics Games brought 1.1 million extra tourists.
1.1.2. Data relating to the present economic benefits of nature based tourism
According to State Tourism Satellite Accounts 2012-13, tourism is a significant industry and an economic growth strategy for Australia. It represents $110 billion in consumption, the largest service export, $242 million in expenditure each day, 280,000 businesses and 929,000 jobs. This new research shows that for every dollar that is spent on tourism, an additional 90 cents is generated in other parts of the economy.
Over the past 20 years, nature based tourism has been regarded as an important growth sector. Nature based tourism is currently the reason to visit for half of Australia’s international visitors. For South Australia in the year ending 2013, tourism counts 362000 international visitors, 3.5 million intrastate trips, 1.8 million interstate visitors, 11 million domestic day trips, 5 billion in tourism expenditure.17. Tourism contributes for $2.3 billion in Growth State Product which represents 2.5% of the state’s economy. With 18000 tourism businesses, there are 23,000 directs jobs in addition to 24,000 indirect jobs, which is triple that of the mining industry in South Australia18. The main employment industries are tourism, hospitality and retail. Located 80km from Adelaide, Victor Harbor is a popular seaside holiday and day tripping destination. Almost half of properties are holiday houses. The median age of residents is higher than any other local government community in the country.
17 Peninsula presentation to Victor Harbor City Council, February 2014, given by Miranda Lang (9-05-2014). 18 SATC. Economic Benefit Of The South Australian Tourism Industry. 2011-12. [En ligne] Disponible sur : http://tourism.sa.gov.au/sa-tourism-reports.aspx. (Consulté le 15-04-2014). 33
1.2. Nature and tourism attractions
Australia relies heavily on its natural features. Aborigine culture and the Australian way of life also contribute to the county’s attractiveness. Twenty sites are registered as World Heritage, more than half of which are natural heritage and four are listed as mixed heritage (Kakadu, Uluru, Willandra Lakes and Tasmania). Australia is known as a paradise for water based activities, mainly due to the world famous Great Barrier Reef. As Australians mostly settled on the coast line, coastal tourism comes first in the nature based recreational activities. It is no surprise when the marine territory of Australia is twice the size of its land. Coastal tourism represents a major sector of tourism economies, mainly in Australia where cities are organised on the coast, a more welcoming location compared to the desert inland. The Great Barrier Reef is a major tourism attraction, it is an essential capital with economic, cultural and ecological value (Ponsonnet, Grundmann, 2011, p.38), but also a touristic capital as Gold Coast sees more than 800 000 foreign tourists every year. Australia is renowned as a coastal destination thanks to its marine resources such as the Great Barrier Reef, registered as World Heritage since 1981. Australian’s economy, environment, society and culture deeply depend on the health of their oceans.
Australians are islanders, coastal people. We love the beach, are proud of our coral reefs, and love to get out on the water, boating, swimming, surfing, diving and fishing. It’s a part of our lifestyle. Our oceans provide us with food, oxygen and a place to work and play19.
The coast line of South Australia is 3800 km long. Marine areas are a rich source of curiosity for tourists. In the south during winter, whales can be seen as they escape the cold water of the Antarctic to enjoy the warmer waters of the southern ocean. In the North West, it is frequent to see dolphins around Shark Bay. Tourists can encounter sting rays, sharks and dolphins. The whale and dolphin watching industry is submitted to regulation from the government as
19 Australian Marine Conservation society. [En ligne] Disponible sur :
34 they have ecological considerations as well as a 50 million dollar industry that needs to be sustainable. With four main ports, the cruising industry is growing stronger following the trend throughout Australia.
Figure 7 - Location of tourism sites and attractions
Source : Cartograph20.
2. Nature based tourism, attempt of definition and stakes in Australia
According to Backman, Allen & Becker (1992), there are many definitions of nature based tourism. Some extreme theories claim that any form of tourism is nature based because tourism as a human activity is dependant on natural resources. However, nature based tourism would be meaningless in the tourism industry if we give credit to this type of theory. It is relevant to define what is included in nature based tourism and what isn’t. Activities are considered nature
20Atlas du Monde. [En ligne]. Disponible sur :
2.1. Analysis of Nature Based Tourism in Australia
The popularity of nature-based activities in the past thirty years (including, adventure tourism, ecotourism and other outdoor experiences) has increased according to the South Australia Tourism Commission’s plan in 2005. With today’s urbanized society, the tendency to access outdoor experiences through commercial providers is growing, giving the opportunity for individuals to consider establishing nature based tourism enterprises.
2.1.1. Definition of nature based tourism
The following table shows a non exhaustive list of natural element used for nature based tourism:
Table 1 – Natural element CATEGORY ELEMENTS Climatic Warm weather, cool weather (for winter sports), low precipitation, moderate cloud cover, moderate breezes
Hydrological Oceans/seas, lakes, rivers, waterfalls, geothermal water, glaciers, snow, wetlands
Lithospheric Mountains, beaches, canyons, caves, fossils, dunes, gemstones
Biotic Plants, animals, insects, reptiles, fish
Celestial Stars, eclipses, aurora borealis/australis
Source: CRC Tourism22
21 Sustainable tourism Cooperative Research Centre. Nature Based Tourism in Australia and Beyond : A Preliminary Investigation. [En ligne]. Disponible sur:
Valentine23 (1992) suggests a classification of nature based tourism, according to purpose of natural environment on the activity: First; there are the activities depending on nature, such as bird wildlife watching, second; the activities relying on nature setting, such as camping, and third; there are the activities where the natural attractions or settings are incidental, such as rock climbing or sunbathing.
Nature Based Tourism is now defined as: “Forms of tourism which maintain a dependent, enhancive or incidental relationship with the natural environment, or some aspect thereof, in terms of their utilised attractions and/or settings”24
Nature based tourism is highly assimilated to terminology of alternative tourism and as such, linked to sustainable tourism. The origin of sustainable tourism derives from sustainable development, a concept emerging from the Bruntland report in 1987. Applied to tourism, sustainable development is focused on preserving resources for future generations while guaranteeing satisfaction to the needs of the current generation. In addition, to promote a more efficient planning of nature based tourism, the criteria of intensity of the activity must be added to the previous classification. Indeed, the volume of utilisation, the quantitative aspect of NTB is important to make mass NTB more sustainable.
2.1.2. A natural paradise for outdoor activities
Nature based tourism is a significant component of the tourism economy in Australia. It is ranked among the top motivations for internationals to visit the country. The natural heritage gives a unique competitive advantage in the global nature tourism market25. Australia has an opportune climate for outdoor
23 Valentine, Peter S. 1992. Review: nature-based tourism. Edition: Special interest tourism. London, England: Belhaven: 105-127. 24 STCRC (Sustainable tourism Cooperative Research Centre). Nature Based Tourism in Australia and Beyond : A Preliminary Investigation. [En ligne] Disponible sur :
2.2. The function of nature based tourism as a value for the environment
Nature based tourism brings a strong added value to the Australian image. Faced with new tourist expectations, a well preserved nature becomes a true asset for tourism destinations. By adding the principles of ecotourism to nature based tourism, natural resources may have greater chances to be preserved for future generations.
“Ecotourism is a sustainable form of natural resource-based tourism that focuses primarily on experiencing and learning about nature, and which is ethically managed to be low impact, non consumptive, and locally oriented (control, benefits, and scale). It typically occurs in natural areas, and should contribute to the conservation or preservation of such areas.”(Fennel, 2000, p.43).
2.2.1. Nature, a play ground to be preserved: the idea of ecotourism
Ecotourism was introduced in 1983 by Ceballos-Lascurain, and appears as a form of nature dependant sustainable tourism. Some searchers closely link ecotourism and nature based tourism. However, past has shown that nature based tourism doesn’t always respect the values of ecotourism, such as beach activities who are often surrounded with mass infrastructure construction. Valentine (1992, 38 p.108), says that "nature based tourism is primarily concerned with the direct enjoyment of some relatively undisturbed phenomenon of nature". According to Australia's National Ecotourism Strategy (Allcock, Jones, Lane, & Grant 1994, p.3), “Ecotourism is nature-based tourism that involves education and interpretation of the natural environment and is managed to be ecologically sustainable”. Ecotourism can be therefore a form of environmentally respectful nature based tourism. But not every nature based activity can be considered as ecotourism.
It seems that tourists enjoy the back country, remote places where the quiet and untouched environment becomes more attractive than crowded beach front. Nature based tourism can be consumptive or non-consumptive. Ecotourism is described as non-consumptive tourism, as it aims to preserve natural resources, have minimal impact on the environment and for purpose the observation of wildlife. This form of tourism doesn’t consume resources in the way of other leisure activities such as hunting or fishing; however, it doesn’t seem relevant to stop the thought on the primary meaning of the term consumption. Tourism activities can have an impact over a period of time, even if they aren’t consuming a resource. For example, a simple observation of an animal doesn’t appear at first to be harmful to the species. We know now, after experiencing the phenomena all over the world that the presence of man on their habitat causes substantial damage. For instance, the colony of little penguins on Granite Island, part of the Victor harbor’ area, counts today only 7 members.
Erroneously used as a synonym of ecotourism, the term adventure tourism can be nature based tourism, however not uniquely. Adventure tourism can be linked with dark tourism practices, such as visiting countries at war, without any dependence on natural environments.
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2.2.2. The leverage of tourism to value the environment: stakes for Australian nature conservation
Nature Based Tourism sees the fastest growth in the tourism industry. It represents between 20 and 30% of the international flows fees, nature based tourism requires close control in order to minimise the environmental impacts it can create. According to the International Union for the Conservation of Nature, ecotourism is:
"That form of environmentally responsible tourism that involves travel and visitation to relatively undisturbed natural areas with the object of enjoying, admiring, and studying the nature (the scenery, wild plants and animals), as well as any cultural aspect (both past and present) found in these areas, through a process which promotes conservation, has a low impact on the environment and on culture and favours the active and socioeconomically beneficial involvement of local communities". (Ceballos-Lascurain, 1996, p.20)
Australia is one of the countries where ecotourism shows great success. The coordination between the governments, tourism industry, local governments and Non Governmental Organisation in particular, make the goals for natural and cultural conservation and for sustainable development easily reachable through this network (Gagnon, 2010, p.9). Aware of the competitive advantages of ecotourism, countries such as Australia, whom are developing this form of tourism, see the economic benefit as well as the positive effect on the environment. Through networking, the opening to tourism can become a way to value the heritage and to renew the local communities’ appreciation toward it. Beyond the goal of valuing, the inclusion of local populations in tourism promotions can reduce their frustration often linked to land sharing with tourists. As to the value creation of biodiversity through tourism, it seems that the offering of these natural spaces next to the city greatly assists the success of the natural heritage. Through the availability of nature based tourism and leisure activities, the city becomes more attractive and the natural heritage becomes an asset for the territory. By offering an innovative, different and valuable service and tourism supply, the
40 heritage wins through the enhancement; however, the development of tourism is not without danger for the biodiversity. While tourism and natural heritage help each other in the goal of development and value creation for the heritage, it is at the risk of forgetting the preservation of natural heritage, on which tourism lies.
3. Victor Harbor, a pioneer for nature based tourism destination in South Australia
Based on its history as a European settlement place, and due to its attractive natural features, Victor Harbor quickly became a primary tourism destination in South Australia. It is said that Victor Harbor has a perfect distance from Adelaide. Not too far so it is easily accessible, and not too close as to avoid the residential and industrial expansion (Page, 1987, p. 238).
3.1. The beginning of nature based tourism in Victor Harbor
Victor Harbor first became famous for whaling. Whaling started in Sydney in 1790’s, and was for many years Australia’s main industry. Later on the whalers were followed by the sealers who ravaged the colonies of seals, hunted for the sealskin market, almost as important as whale oil. A large number of whalers and sealers, many gangs and ex-convicts, settled in South Australia for the market of oil and skin. They first made contact with the Aborigines of Encounter Bay and in the Fleurieu peninsula area. Around 1835 South Australian land was bought by wealthy English families prepared to immigrate. Whaling in Australia and the southern coast was then internationally recognised, in addition to fishing and sealing.
3.1.1. Granite Island, the beginning of the development of nature based tourism
Granite Island, a popular island on the coast of Victor Harbor became an early tourist attraction as well as a spotting land and whaling station in the 1930’s. Granite Island was been under the care and control of Victor Harbor council from 1965 to 1989 until it was placed under the control of Granite Island Controlling 41
Authority, composed of representatives from Victor Harbor District Council and the Department of Environment, Lands, and Sport and Recreation, as well as the Greater Granite Island Development Syndicate. In 1995, the Victor Harbor council was notified that the State Government was taking entire control over Granite Island. In the same year a twenty-five year commercial lease was signed with the private Greater Granite Island Development Group Pty Ltd for 3.38 hectares of the Island for the purpose of developing tourism facilities, restaurants, museums, a marina, playgrounds, shops and interpretative centre. Recently, the commercial lease has been passed to ..., in charge of the kiosk, restaurant and penguin centre. Of the four islands in Victor Harbor, Granite Island is the largest, covering a surface of 24 hectares, and is the closest island to the coast, to which it is connected by a causeway and shallow reef. Visitors can get on the horse dawn tram operated by the City Council or cross on foot to reach the island from central Victor Harbor. With a width of 990m from east to west and length of 550m from north to south, Granite Island is composed of granite, calcrete and an accumulation of sand. Walking tracks have been developed to walk around this island, the jetty and the recent kiosk. The island also had a chairlift for visitors, taking them up the land to enjoy the view but it has discontinued. There are many birds nesting on the island, including little penguins, a species only found in the south of Australia and New Zealand. Since 1992 tours have been conducted to view the little penguins and explain the natural and heritage value to tourists. The population of little penguins was estimated at 1500 in 1993, but the human disturbance and non-native wild animals seem to be causing the breeding drop in penguins and other native birds. Today the community counts less than twenty penguins; however the cause is not clearly determined. Fur seals are predators, lacking the fish to sufficiently feed, a direct result of commercial fishing boats, which also accidentally trap/catch penguins in their nets. The jetty is used by commercial fisherman, tourist operator boats and private vessels.
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The council presently has no role regarding management of Granite Island, but controls the transport for people across the causeway with the horse drawn tram. The council does, however, have opportunities to educate and advise the community and tourists on natural and heritage value, conservation issues and regulation over visitors and pet access allowances. Discussions with the State Government need to continue to emphasise the importance of the island to the city and the necessary development management and risk controls.
3.1.2. The Bluff, famous for its European history
Rosetta Head, traditionally named the Bluff by the Aborigine, is a geological formation of Granite and has significance for European history, whale and whaling history and Aboriginal culture. There is a plaque at the peak of the Bluff commemorating the nearby encounter in 1802 of Captain Matthew Flinders and his English crew and Captain Nicolas Baudin and his French crew, who were the first recorded Europeans to visit the coast. Whaling ships started to operate soon after. The Bluff was used as a lookout from 1837 to 1842 during a lull for the whaling industry, and again after the last whale was caught in 1872 when whaling ceased, the Bluff was used as grazing stock before its dedication as a resort. With Petrel Cove it has been an important recreation and tourism site since 1930, with walking, sightseeing and fishing off the jetty as main activities and today, it is also famous for whale watching in season.
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Figure 8 – View towards the Bluff
Source: South Australian Tourism Commission26
3.2. An attractive coastal city at the door of the capital of South Australia
As the first European settlement landing in the 19th century and the first to develop infrastructure such as accommodation for the workers, Victor Harbor also became the first early generation tourism destination of the State.
3.2.1. History and evolution of Victor Harbor: from a whaling station to sea side resort
Richard Crozier, the commander of the Royal Navy Ship Victor arrived in Encounter Bay in 1837 and gave the city the name of Victor Harbor. In 1938, a veteran named Hindmarsh proclaimed Victor Harbor as a port which was a part of his ongoing campaign to move the capital from Adelaide to Encounter Bay (PAGE, 1987, p.20). Back then the argument as to whether Victor Harbor should become a residential city and how much land should be reserved for it was continuing. The early settlers arrived around 1840 (Page, 1987, p.40) and in the following decade the population quadrupled when the discovery of copper
26 Picture given to the City of Victor Harbor. Available from the Council files. 44 brought money flooding into the colony. In 1885, the steam railway was extended from the nearby town of Goolwa to Victor Harbor. This new railway allowed the inhabitants of Adelaide to escape the summer heat of the city by going on holiday down in Encounter Bay. The wave of summer holiday makers soon became a flood. All ages could be satisfied with bathing, fishing, or just admiring the scenery.
Most visitors came for a couple of weeks during the summer months, but some, who stayed all summer, started to build holiday houses. The people of Victor Harbor realised that the tourism industry was bringing significant income to the city. Some inhabitants started to extend their homes to rent for holidays and to provide services and goods for the increasing demand. Fishing expeditions started, farmers took advantage of the new market opportunities to sell their products to tourists, and housewives offered cleaning services. Victor Harbor became a fashionable summer resort destination, so much so that bookings were taken a year in advance. The creation of a bathing enclosure called “The Baths” in 1905 attracted more tourists causing a decision to add more accommodation (Page, 1987, p. 96). In 1895 the horse dawn tram on the causeway between the main land and Granite Island increased the popularity of the island as a tourist attraction. At the same time, roads from Adelaide and around were in terrible condition, discouraging tourists from visiting during the winter months when the rail service was not operating. Primary industries were still dominant, however, despite the town’s concentration on the tourist industry. The tourism industry was undeterred by the First World War and even experienced a boom. Camp sites and new facilities were created; accommodations were completely booked throughout the seasons. Even despite the bad road and poor train timetable, Victor Harbor was populated by thousands of tourist during the summer months. In 1926, the population of Victor Harbor was 2500, reaching 60000 in 1927 with the invasion of tourists (Page, 1987, p. 141). Surfing started in Encounter Bay in 1924. The new sport became very popular, followed by body boarding. The boom years in community activities during the 1920’s started a new flow of new residents. From
45 the mid 50’s Australian lifestyle changed and the number of tourists increased as did the diversity of their practices. Guest houses fell in popularity as tourists now owned their own car or camping car, and sought to rent holiday house instead. They started to look for more sophisticated holidays and soon started to buy private holiday houses. When the supply of houses fell short of the demand, coastal building increased. These houses built for holidays were ideal for their future years of retirement. Attractions were lacking diversity for the large number of holiday makers, complaining about only swimming and scenery admiring possibilities. Due to the economic boom which Australia had experienced since the 1950’s, many South Australians had enough savings to buy houses in Victor Harbor and the surrounds. Surfing increased in popularity in the 1960’s, bringing many young people to the southern beaches. Other water sports also became more popular in the following years encouraging the creation of many businesses to satisfy the demand. The community divided into debate over the creation of a casino. Those in favour of the casino believed in the need for such infrastructure at a tourism destination, those against feared not only the illegal activities that often accompany the gambling industry but also that the spirit of the quiet holiday and retirement haven they had would change (Page, 1987, p. 208). In order for the project to be approved, in 1974 the plan included other infrastructure, such as hotels, a wildlife park, an equestrian centre, and the gambling area essentially would have to be added to the hotel for it to be profitable. The project plan would bring thousands of jobs, as well as increasing income and visitors. The supportive share of the community pointed out that there was nothing for the young people; no jobs or sufficient activities. The other folk argued that it would destroy what the retirees and holiday makers were originally attracted to in Victor Harbor.
“Tourists who come year after year eventually become retired people and then they are the first to scream “We don’t want any more tourists; this is our town, we don’t want the bastards here!””27
27 Quote from the Victor Harbor Times. Extracted from PAGE, 1987, p. 238. 46
In the mid 1970’s it was revealed that Victor Harbor had the second largest percentage of elderly people in Australia due to the departure of many young people, gone to seek employment elsewhere.
“It is difficult to create new employment in a region such as Victor Harbor. There is no special reason for secondary industries to establish themselves there, while rising cost and increasing government imposts are discouraged farmers from employing young people”. (Page, 1987, p. 216)
Most features and facilities, recreational included, were made for retirees. The construction industry was at its peak with tourism. Even the cheese factory, which was an important industry, turned into a holiday resort.
3.2.2. Whale watching, a tourism attraction potentially categorized as ecotourism
“Whale watching, defined by the IWC as any commercial enterprise which provides for the public to see cetaceans in their natural habitat” (IWC, 1994)28. Some years, whale watching has attracted up to 400,000 visitors to Victor Harbor in the winter months. Whale watching is becoming a tool for transforming scientific research and conservation into economic forces. Whale watching is one of the fastest growing nature based tourism industry in the world. Over the last five years whale watching has grown by 15% in Australia. Not only does whale watching bring expenditure by tourists; it represents other values such as cultural, recreational, political, spiritual and aesthetic in addition to the economic value. Whale watching attracts more than hundreds of thousands of visitors to the Fleurieu Peninsula region each year. Southern Right whales were one of the first protected species. They are today protected under the National Parks Act 1975.
“Whale watching is often viewed as an ecotourism product. Promoters present it as an activity that is fast growing, holds potential for local regeneration and promotes conservation. It is both ecological and profitable”29.
28 Whales Alive. [En ligne] Disponible sur :
The protection of wilderness areas is closely linked to the growing awareness of the effects that colonisation had on the environment. In their exploration, the Europeans found great natural resources that brought them to settle. Australia has a rich underground, full of precious minerals. In Victor Harbor, the European settled for the whales, back then precious for their oil and baleen teeth. The diminution in the availability of whales was the end for the whaling industry, soon replace by tourism that had already begun earlier in the area, famous for the sandy beaches and other natural features. Many hotels were already built as they were needed for the whaling workforce. The whale population was reduced significantly, and not only in Australia but all over the world. The Southern Right Whales, now classified as endangered species, contributed to bringing a large income. From whaling to whale watching, we found a way to make wildlife a source of economic benefits. The current trend shows a future income from a non- consumptive way of using nature. In parallel, what seems to be needed now for Victor Harbor is an increase in the promotion of the town as a popular whale watching destination to receive more tourists between May and October, and a way to help the whale population recover from whaling.
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Conclusion
It seems that the success ecotourism depends on the establishment of numerous attractions within the area, requiring a substantial local co-operation, networking and community support. From the point of view of research by social sciences, ecotourism provides an interpretive frame for the relationship with nature, socio-spatial relationship with the strategies of development, interactions between the local and the global, public and private, individual and collective (Gagnon, 2006, p. 16).
Some definitions emphasise the tourism experience needs to be respectful of the environment, some other authors (Ross and Wall 1999) understand ecotourism first as a means to protect the resources that are the natural places, and through the creation of revenues following the ecotourism activities, environmental education, and the engagement of the local community. This definition emphasises the protection of the environment as a resource more than the tourism experience. Ecotourism should aim to gain economic viability while giving better products and services to tourists, and this by creating local employment. Ecotourism then becomes a vector for development that justifies environmental conservation for the goal of economic activities.
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CHAPTER 3. DIFFERENT LEVELS OF GOVERNANCE FOR NATURAL HERITAGE IMPLIES DIFFERENT WISHES, IDENTITY AND USE CONFLICTS
Introduction
A heritage related project brings many human and social complexities. There are often divergent, sometimes even competitive interests for a single heritage feature within the territory. How to conciliate everyone’s interest when the ownership of the site is shared? It is essential to guarantee the respect of opinions and use of the space. Communities wish more and more to see their concerns included in the process of decision making. While some levels of governance are focused on increasing the surface of protected areas, forbidding all human activities, others are concerned about limiting the economic impact of over protection and the frustration from the communities unable to access some of the natural lands. Within the community the differing opinions regarding the use or the sharing of the heritage with tourism can result in conflicts. Conflicts can also be the result of different visions of what is and what should be natural heritage.
1. Definition of natural heritage
Despite the fact that natural heritage exists since the 18th century (Héritier, 2007), the term natural heritage gradually has been spreading out for a few decades. At the origin, heritage is a range of sites or objects testifying and transmitting something. Today it is more in logic of concerns regarding the potential disappearance of these objects or sites that we give interest to heritage. In front of the obvious facts of the environmental damages, the feeling of loss is increasing (Guichard-Anguis and Heritier, 2008, p. 3).
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1.1. Natural resources and heritage, where to draw the line between economic use and conservation
The definition of natural resources includes geological features and landscapes, soil, water resources, native vegetation and animals; other native organisms and ecosystems30. The environment is define as “what surrounds us” (Gagnon, 2006, p. 113). This term is commonly used to represent the biophysical elements, and the elements that are man-made. The biophysical environment comprises the terrestrial environment and the marine environment. Every community lives in a specific cultural and natural environment that stays an important source for their socio economical and cultural development. Unfortunately nowadays, to satisfy their needs, communities often dangerously exploit their direct environment. It is now reconised that natural resources aren’t inexhaustible, so are development requirements an eligible excuse for permanent modification of the environment?
Corneloup J. uses the approach of understanding the qualification of the object in nature to understand the conflict of use and controversies in the relations between the actors of a territory (Corneloup et Mao), 2010, p.187). According to the author, there is a civic nature. Natural spaces have been shaped by man for millions of years and their preservation needs to happen through a regulatory management. The requirements of the equity between men regarding the questions of accessibility to the natural areas are important. The public administration for nature is valorized while private management is often resulting as a figure of degradation. In this perspective of nature, the politics of protection are open to social use of nature combined with the expansion of the leisure sector that use the natural spaces are a major base. As another qualification, the author mentions the inspired nature, referring to the relationship between men and nature with contemplation and admiration being inspired through the harmony and esthetic of the landscapes. In an opposite vision, nature can be a market value.
30 Department of Environment, Water and Natural Resources. [En ligne] Disponible sur:
If we consider nature as such, it brings the question of accessibility when we cross the market value of nature with the perspective of nature as a commodity. As nature is also used for build heritage, human artwork can make nature renowned. Measured by the notoriety, it justifies actions of protection and preservation. The ecological cause takes a progressively higher priority in the society. Associations, for example, are very attached to the visibility and awareness of their actions. Another qualification used is domestic nature. In the chain of dependence, the link between generations is at the origin of the transmission of goods. The roots and the attachment of the community to its local territory are of a particular importance in this vision. The notion of heritage represents a collective good, defined in multiple forms: Natural heritage, architectural and build heritage, cultural, historical or even world heritage. Historical roots are put upfront as an identity reference point, expressed in the defense of the quality of life, the sense of belonging to a territory and the value of transmission to future generations. The author also mentions the industrial nature, referring to nature as the element to the service of men’s activities to production and profit ends. The question of sustainable development is central in this vision as the exploitation of nature should be linked to the planning of conservation of the natural element in accordance to the development of the social and economic activities on a long term basis.
The question of natural heritage protection is made difficult to answer when we deal with goods that continually evolve by their very own nature. Outside parameters that man touch are constantly changing in nature, whether it is geological movements or erosion. It can be difficult to divide actions aiming to reduce man made consequences from the natural changes (Guichard-Anguis and Heritier, 2008, p.7). A territory is perpetually reinvented. Each generation is faced with the evolution of its environment. Local development always stays true to the history of its territory. Historical traditions remain as foundations on which the future can be built. The notion of heritage comes with desires, envies, needs or
52 wishes. The potential for the creation of a heritage sense can arrive through many avenues.
1.2. Communities attachment and sense of belonging to their natural environment
Societies are attached to their cultural values, their history and the history of their territories. Man considers himself as a part of the nature where he draws his habitat, food, special places and freedom. The permanent contact with nature allowed him adaptation to his surroundings, obtaining his own life perception and appreciating his natural environment. The necessity to preserve these benefits, the concern of living in harmony with his natural habitat and the self-will of wellbeing seem to be at the origin of the traditional systems for protection and conservation of the natural heritage31. The definition of heritage itself contains the notion of a sense of belonging, as heritage can only come from the eye of the community. Heritage is linked and associated to the territory and the people who live there. The notion of heritage also implies the notion of time, meaning that it comes from the history and the geographic context of the place, going further than one generation. Men are responsible of the natural heritage they inherit. Their duty is to continue to respect and maintain it. Some communities are more aware of this responsibility than others, but the sense of belonging to their territory often pushes them - and more nowadays with increasing awareness of the fragility of our ecosystems – to adapt their way of life in order to succeed in conserving their territories for the future generations. However; there is a range of phenomena to take into consideration to better understand the relationship between men and nature and to understand the stakes for which social groups or individuals stand upon within nature32. The sense of belonging can for instance come from the difference between the former and present relations with nature. In the case of Victor Harbor, the town was first created as a whaling station, and today became
31 Contribution de Daouda Keita, University of Bamako, Mali. Problématique de la protection du Patrimoine naturel et du patrimoine culturel au Mali en tant que deux concepts indissociables. 32 Babou Igor, « Le déplacement : une dimension d'analyse et une modalité pour comprendre les relations entre nature, science et société », Questions de communication 1/ 2011 (n° 19), p. 215-234 [en ligne]. Disponible sur :
2. Natural heritage, features and wildlife, a need to conciliate our enjoyment and their well being
While the impact from Nature based sport is easily measurable due to physical land settlements and infrastructures, where scientifically proven results exist, they aren’t always enough to provide knowledge to evaluate the potential changes resulting from nature based sports, excepting massive and obvious impact.
2.1. Common coastal pressure from tourism
South Australia is rich in natural resources and needs to be managed in a sustainable way as the environmental and economic reliance on these resources is increasing. We return again to the problematic of limiting man’s activity on this heritage when the activities being limited increase the valorisation of the heritage through tourism. This is why it is necessary to find a fair balance between nature based tourism and natural heritage, as soon as nature becomes resource to tourism, tourism needs to address its effect on nature.
2.1.1. Urbanisation and overflow of tourists and residents
Natural spaces around urban zones are subjected to strong pressure, mostly linked to the spreading of cities and the growth of nature based activities. There are many debates about actions for their protection, in order to assure coordination between leisure activities and the protection of biodiversity. Nature based activities show two kinds of issues. First; the environmental impacts, due to the difficulties faced with finding accurate measurements for prevention and 54 knowledge to which sites need improved or urgent protection, what the dangers are and how much tourism activity can they handle. The second issue regards the conciliation between land use for the city’s economic and demographic purpose and the preservation of the biodiversity This second issue has the potential to create ongoing conflicts within communities. “Conflict is a process in which one party perceives that its interests are being opposed or negatively affected by another party” (Wall and Callister, 1995, p.517). Unaddressed conflicts dividing the community often result in slowing the process of strategic territorial development, maintaining a dangerous situation and preventing the management of the resources.
2.1.2. Participative governance: working together for an adapted development
The nature of the tourism offer can change the impact of tourism, and conciliate the preservation of natural resources and heritage while bringing the needed economic benefits and proper lifestyle for the inhabitants of the destination. What is necessary for a territory project around tourism and development is the involvement of the population, the service provider and local government in order to find a concordant objective between preservation and development of the territory (Breton, 2012, p.340). Governance by definition is a network of autonomous actors, acting in inter-dependence, following their personal interests and objectives and under logic of action, relying on negotiation to realise a common project (Gagnon, 2006, p. 234). Participative governance implies that the efforts of each party focus on reaching a consensus or a consent allowing the implementation of a program that will gather different interests (Gagnon, 2006, p. 236). When we rely the notion of governance with ecotourism, we can deduce that for an ecotourism project to be coherent it requires a structure of governance adapted to a territory and reflecting its principal components and values (Gagnon, 2006, p. 234).
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2.2. Eco tourism, a balance between economic development and environmental conservation
Ecotourism aims to establish an exchange, which supposes a certain tourism, non-disruptive and bringing something to the visited region. Ecotourism must be discrete and saving the visited places, in the interest of the places and of the local populations, but also in the interest of tourism itself which needs to preserve its resource (Gagnon, 2006, p. 381). Ecotourism is based on a reasonable exploitation of the tourism resources.
2.2.1. The preservation of biodiversity through public awareness
Ecotourism appears to be an interesting solution as it aims to link the concept of preservation of the ecosystem to the idea of sustainable development for a community, while seeking to grant satisfaction for the needs of tourists. Ecotourism aims to create value from the preservation of the environment, to promote a fair contribution of economic development, to take into account the response of the host community needs, as well as the creation of a new, authentic, and responsible tourism offer. It preserves biodiversity and engages a viable local development, which is a development in response to the fundamental needs and aspiration of communities residing near the natural heritage areas. The potential tourism development of a territory is often looked at in terms of its potential for attractiveness evaluated from its heritage, natural and cultural resources. The capacity of the tourism development, however, also depends on the role of the actors, including the tourists. According to Gagnon and Lahaye (2010, p.27), six components must be considered: innovation in the type of tourism that is newly offered, innovation in the mode of governance, a consensus between the government, private suppliers and civil society, a clear transcription of development objectives to reach, an involvement of the civil society and project management for the decision making process, and finally, action to make tourists aware of the value of biodiversity and of the value the territory holds (Breton, 2012, p.342). “Tourism has the opportunity to educate, inspire and transform travellers
56 through meaningful engagement with the land and its people”33. Educational content of tourism products benefit the tourist during their experience, while enhancing conservation outcomes. The benefits can be personal by learning and viewing wildlife in their environment. The emotional response to understanding greater environmental sensitivity and awareness can often lead to conservation action, support for nature and general pro environmental behaviour. The possibility of learning during the experience contributes to the experience. Urban dwellings draw people to connect with nature through emotional, psychological or physical experiences. Encountering wildlife has emotional and aesthetic aspects that play a role in raising empathy and appreciation for nature (Ballantyne & Packer, 2005).
2.2.2. Coastal ecotourism: a means to avoid the issues of tourism on a coastal zone
Coastal ecotourism is ecotourism based on coastal resources or occurring in a coastal zone34. Coastal based activities such as snorkeling; diving and whale watching can be associated with ecotourism. The demand for ecotourism is increasing, expanding to new sites and new activities. But coastal ecotourism is not clearly understood without defining the coastal resources and coastal zone as coasts have different features influencing the recreational activity. The boundaries, geological features and their use can be criteria to define a coastal zone. The boundaries give an indication of the potential development of ecotouristic activities. Managing tourism in a coastal zone can be problematic when there are conflicting claims on spatial use with debates surrounding the implementation of environmental measures when tourism interferes with the safety of marine life. Creating coastal zoning represents an effective tool for managed ecotourism development. For example, the Encounter Marine Park employs zoning as a tool for maintaining marine biological diversity and its sustainable use.
33 Ecotourism Australia. Tourism For The Future: Responsible, Ethical, Sustainable. Disponible sur [En ligne]:
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Ecotourism has the potential to be developed on a wide range of coastal resources. Six types of coastal resources have been identified by the authors: Islands, coral reefs, offshore waters, wetlands, rocky coasts and sandy beaches and coastal dunes. Islands have confined lands with often a diverse ecosystem. Coral reefs host a large amount of species and are paradise for tourism such as diving. Offshore waters can be popular for ecotourism activities such as whale watching. Wetlands are crucial coastal resources with a large variety of animal and plant species. Rocky coasts, providing unique coastal scenery, can be used as non- consumptive, low impact ecotourism activities. Sandy beaches and coastal dunes are often used for mass tourism but are habitats for many endangered species. Their relation with cultural and traditional history should also be considered when developing ecotourism.
As with mass tourism, coastal tourism depends on accessibility and facilities provided. According to Weaver (1998) there are three types of ecotourism: popular ecotourism, small group ecotourism and self-ecotourism. The difference lies in the presence and type of facilities that meet the tourism demands. Coastal sites can be affected by the development of tourism. The increase in development and use of the coastal resources can cause disorientation and disruptions in wildlife behaviour. The development of coastal ecotourism requires knowledge in coastal sites to effectively manage and coordinate a sustainable use of coastal resources. High levels of management and planning skills are required to promote the objectives of environmental responsibility. The idea that nature is our heritage, is part of our identity and the base of our development, is now a well established idea. Natural spaces are common goods for everyone, which needs to be managed in order to transmit them to future generations.
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3. Australian policies regarding the environment protection: old priorities and engagement for a fragile country
Australia offers a wide diversity of activities with most of them being natural. A paradise for more tourists every year, Australia needs to adapt its environmental related policies. Mostly due to natural factors, the Australian environment has evolved, but human factors have also had a strong impact. With the emergence of the Greens Party, Australian environment became political at the end of the 20th Century, and the concern for preservation of the natural environment started with the 21th century and the international debates over climate change and global warming (Morgan, 2012, p.52).
3.1. Environmental policies, a federal will to protect the biodiversity and the environment
Australia has a unique and diverse environment: beaches, desert, rain forests and mountains constitute the landscapes. The country is committed in the protection of its natural heritage. Local governments work in closely with the tourism industry to guarantee an environmentally responsible tourism (OCDE, 2003, p.4). The environmental preoccupation of Australia is directed to renewable energies, water management and the necessity of a sustainable agriculture. Tourism is also a current topic among ecological debates. Nevertheless, the government agreed to sign the Kyoto protocol in December 2007.
However; Australia is an advanced country with regards to the creation of protected areas. The country has 516 national parks and many marine and conservation parks. In 1999 Australia passed the Environment Protection and Biodiversity Conservation Act 1999. This text shows the will of the Australian government to protect its environment and biodiversity on a federal scale. It includes five former laws promulgated between 1974 and 1980 regarding the environmental protection of national parks, goods registered as World Heritage and endangered species. This new Act enumerates a list of necessary actions to
59 enhance the protection and conservation of the environment and aims to give a work frame to handle, manage and protect the wildlife, environment and natural heritage. On a federal scale, this Act is the foundation of every other regulation. States and Territories then legislate according to their own particularities and in the limit of certain fields that were chosen by the federal government. For instance, « Seas and Submerged Land Act » passed in 1973 attributes the authority on marine zones to the federal government. States and the federal government share the sovereignty depending on the type of marine floor. Federalism tends to complicate authorised sharing of lands.
3.2. Managing natural resources in South Australia
Australians are careful to preserve their ecosystems. The consequences of colonization, the fast settlement of the Europeans and the importing of invasive species with them, were tragic for the soils and for the local species that didn’t have predators of the sort prior to this.
3.2.1. Environment management plans
In South Australia, the Department of Environment, Water and Natural Resources (DEWNR) is in charge of the environmental management and responsible for implementing the management plan statewide. DEWNR is responsible for state national and recreation parks, such as Granite Island, one of the main attractions in Victor Harbor. The Natural Resources Management Act 2004 outlines the goals for sustainable management of natural resources and the Natural Resources State and Conditions Reporting Framework 2012 provide accurate guidelines regarding requirements of natural resources to regional and statewide managing and planning bodies. South Australia has places of natural and cultural significance that need to be preserved and avoid disturbance for the ecosystem to keep flourishing. The Fleurieu Peninsula coast is one of these wilderness areas that have large significance for the prosperity of tourism with traditional and cultural values. There is an historic interest because of shipwrecks, 60
European settlement and Indigenous culture. The wilderness protection Act dictates orientation as to how to restore and preserve the natural habitat back to how it was before European settlement. It aims to protect the natural habitat and manage visitors to allow the public use and enjoyment as a compatible activity with conservation and protection with minimal impacts.
3.2.2. Marine Parks
Federal, states and territories have been working together to develop a National system for protected areas and during the United Nations World Summit for Sustainable Development in 2002, Australia decided to create the system of Marine Parks before 2012. Marine Parks, also known as marine protected areas, are underwater reserves. Their primary aim is to protect and conserve marine ecosystems, habitats and their marine life. Despite the common belief that they are closed to human activities and exploitation, such as fishing, it is not the case. Marine Parks in Australia are open to various uses and activities depending on which zoning protection they are regulated under. Marine tourism such as whale watching, diving, snorkeling, recreational fishing is often permitted. Other human activities such as port development, oil and gas exploration and commercial fishing can also occur in certain zones. Marine Parks are a crucial toolbox for the conservation of oceans as they help to reduce pressure on marine ecosystems. The management body ensures a better planning of ocean use and protection objectives aim to guarantee the prosperity for a sustainable future in addressing climate change and land pollution affecting the ocean35.
The Encounter Bay Marine Park manages waters on the southern coast from Kangaroo Island to the Coorong and covers an area of 3.119km2. The map in Appendix A shows the zoning map. The Park has a range of high value habitats; marine ecosystem protected by granite reefs, sand dunes and sandy seafloors.
35 Australian Marine Conservation society. [En ligne] Disponible sur:
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These habitats are of high conservation value for a wide range of flora and fauna such as the leafy sea dragons, sea lions, penguins and the Southern Right Whales breeding and calving in the area. It also has economic values, such as commercial fisheries and tourism. Tourism is a significant income source to the region. Main activities include fishing, sailing, diving, surfing and whale and dolphin watching. As to the social value, the Ngarrindjerri and Kaurna Aborigine people have traditional and cultural associations with these marine areas that are still of significance for their traditions and history. There is also a strong historical heritage for European settlement. Challenges for Marine Parks’ are to ensure conservation and protection of ecological communities, ensure appeal and satisfaction of visitation, ensure opportunities and education for communities and increasing populations need satisfaction in their development while protecting the natural environment.
Conclusion
From the first measures of protection until the recent creation of protected areas, the idea of making natural assets as part of heritage comes from a community’s relationship with their environment. Reconised by contemporary researches as a social construction, heritage is the result of a deliberate action, seeking into minds the sources of its legitimating to conserve or protect areas. According to the circumstances and territories, different values are at the origin of heritage construction: aesthetic, scientific, economic, identity. Today, heritage is more and more associated with territorial projects, including the social, cultural, economic and political dimensions. Heritage is linked to the will for development. Tourism brings visitor flows onto the space, using its resources and ultimately bringing use conflicts and imposed outside nuisances. It appears to be a viable alternative to traditional activities and a way to launch a new development (Fournier, Crozat et al, 2012, p. 7).
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Conclusion part 1 To the eyes of Australians, environmental protection and economic growth are on the same priority scale and this is why the Australian government is closely working with the tourism industry to improve environmental performances while stimulating a sustainable economic growth. It seems that sustainable tourism, responsible tourism or eco tourism find their way in our society because of the previous use we made of nature.
Despite a recent development of tourism, Australia has seen its tourism industry rapidly growing, mainly since 2000 when the country arrived on the international scene with the Olympic Games of Sydney. The expansion of the nature based tourism industry, fond of large and untouched natural areas, today worries all level of government about the altering effect of tourism on the environment. However; the economic benefits brought on territories by tourism are too much of an importance to disregard it. This is in this perspective that every territory aims to develop the tourism sector in order to attract further more tourists. The tourism market competition always increases, and territories have to maintain their appeal and competitiveness faced to the emergence of new destinations. A diversification of attractions is needed, as well as a spatial spreading of the products on the territory in order to avoid conflicts and frustrations that tourism can bring. The social dimension of sustainable tourism takes some of its importance when a part of the territory finds itself left out from the tourism benefits. Victor Harbor finds its tourism market in need of a reconversion. As the first tourism destination to be created in South Australia the town became famous. Neighbours areas took advantage of the renowned of Victor Harbor to develop a tourism destination, becoming a competitor. Unlike Victor Harbor they not only developed coastal tourism, but also rural tourism. How a territory suffering a loss of its competitiveness can regain reputation through a territorial strategy oriented to ecotourism?
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PART 2
ENHANCING TERRITORIAL DEVELOPMENT:
BRINGING SATISFACTION TO SOCIAL,
ENVIRONMENTAL AND ECONOMIC NEEDS
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Introduction part 1
In the context where ecotourism is a fast growing activity, seen as an alternative to mass tourism as well as a privileged path to sustainable development, there is pertinence for local governments to develop strategies toward ecotourism. The concept of sustainable development is more and more recognised as a necessary feature of planning, and essential in ecotourism planning. It brings better development control and a careful analysis of the resource in order to prevent damages on the cultural and natural environment. Visitor’s facilities and use of resources should be designed and organised to fit accordingly within the environment with as little obtrusions as possible.
Ecotourism planning differs from tourism planning or conservation planning alone. It requires an approach with both conservation efforts and the satisfaction of the eco tourist and tourism industry, in a combination that must accommodate a certain use. Furthermore, the knowledge of marketing, economic, the needs of each type of tourist, and the best practices from all over the world must be brought to the planning process. Ecotourism planning seems to have the greatest chance of success if a systematic approach is taken with the recognition of the interrelation of development sectors, and if it includes a global to community level approach, with monitoring on the effects of previous development decisions, as well as research of opportunities from new trends.
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CHAPTER 1: VICTOR HARBOR CITY COUNCIL AND THE SCOPE OF ACTIVITIES: TOURISM, A DELEGATED AUTHORITY
Introduction
State governments have power over tourism control and planning, however they can delegate the authority to local governments36. In 1975 the District Council of Encounter Bay and the Corporation of Victor Harbor were united to create the District Council of Victor Harbor which then became City Council of Victor Harbor in 2000, and as such a new local government body. Local governments have more influence over their own destination management as they have the most direct and immediate control over their development and tourism activity. A state referral agency needs to control and approve the divesting of power from state to local government.
1. Victor Harbor City council, presentation of a confederation of small towns
Local development has its chance to succeed on the condition that it is planned and if local authorities see the value. The territorial development actors coordinate its frame and participate to its support. They ensure a situational awareness, an expertise and a community consultation, in particular through the identification of present heritage, resources and community needs. They help and support in the process of regaining a sense of belonging to their environment by the revelation of action, common objectives and the identification of concrete projects and appropriate strategies to enable their success. The organisational process also aims to ensure cohabitation in harmony with the institutional environment and a positive exchange between stakeholders. They participate in
36 CRC Tourism. Legal basis for state and territory tourism planning. 2010. Consulté le 24-11-13. [En ligne] Disponible sur :
66 giving strength to abilities, partnerships, common visions, synergies and cohesion spirit.
The figure below shows the levels of governance regarding tourism in South Australia. The federal body marketing and promoting Australia as a tourism destination is Tourism Australia. Each state and territory then have delegate control over their own territorial tourism policies and branding. Tourism in South Australia is regulated by the South Australian Tourism Commission. The state is then divided into tourism regions; in South Australia there are twelve, including Fleurieu Peninsula in which Victor Harbor is located. The Figure 9 shows the map of the region. The Fleurieu Peninsula tourism board was created as a destination management structure.
Figure 9 - The structure of South Australia tourism organisation bodies
Source: Fleurieu Peninsula presentation to Victor Harbor City Council, February 201437.
37 Given by Miranda Lang, CEO of Fleurieu Peninsula Tourism, (On the 9-05-2014). 67
1.1. Fleurieu Peninsula Tourism: the destination management board above Victor Harbor
The Fleurieu Peninsula tourism board is body corporate regional tourism subsidiary funded by four councils: Yankalilla District council, McLaren Vale, Alexandrina District Council and Victor Harbor. The board has been given the powers, functions and duties of destination management of the regional area of these four councils by the charter.
Figure 10 - Map of the Fleurieu Peninsula Region
Source: Fleurieu Peninsula presentation to Victor Harbor City Council, February 201438
The Fleurieu Peninsula Tourism Board is an active destination management structure that meets every four months. Its vision is to become the first choice Australian destination for, among others, food and wine, coastal and water based activities. Its mission statement is to be: “Working together to transform the Fleurieu Peninsula’s economy through sustainable tourism.” The two key goals of the destination promotion are to increase visitation and to increase tourism
38 Given by Miranda Lang, CEO of Fleurieu Peninsula Tourism, 9-05-14. 68 expenditure. The Fleurieu Peninsula Region is ranked first as a tourism destination in South Australia but as the whole state isn’t a preferred destination for interstate Australians or international visitors, the board and the South Australian Tourism Commission work together to build a stronger tourism industry and destination image. Respecting the South Australian Tourism Plan’s dictated objectives and strategic guidelines, the Fleurieu Peninsula Tourism Region elaborates its own strategic orientation to become a strong tourism destination. The board, constituted of a Chief Executive Officer and members from each council, works to identify opportunities for future development and raise resources to achieve their goals. Recommendations, decisions and guidelines are communicated to each council which then needs to enhance actions and develop the appropriate measures.
One of Fleurieu Peninsula board’s focuses is natural environment to increase appeal to the region.
“The Fleurieu Peninsula has the opportunity to be one of the best placed regions to attract out-of-state visitors, but to do so it must enhance its tourism offering to increase competitive appeal to visit (…). In doing this, the Fleurieu Peninsula will then truly leverage its natural diversity and proximity to Adelaide”. 39
In the presentation to Victor Harbor, Fleurieu Board highlights the opportunity for food & wine, art & culture and coastal & outdoor experiences and recommends conducting a product gap audit.
39 Fleurieu Peninsula Destination Action Plan. Disponible sur [En ligne] :
1.2. The purpose of local development through tourism and specifically nature based tourism
Tourism is a great leverage for the global economy of a region. Not only does tourism impact on the tourism industry, it also impacts on construction, retail, agriculture and more. When visitation or visitation length grows, it directly impacts occupancy rates of accommodation which causes the need for increased room capacity. New investors come to the region, bringing money to the economy through construction in particular. The extended job creation through tourism raises the employment rate of the population and brings new inhabitants to the region. According to the Tourism and Transport Forum, in 2012-13, nature based tourism was undertaken by: - 3.7 million or 63% of the international visitors - 15.2 million or 20% of the domestic overnight visitors - 15.2 million or 9% of the domestic day visitors
While the propensity for nature-based tourism has declined in some markets over the longer period, there are opportunities to capture the growing interest from emerging markets and a recent boost in the overall share of international visitors participating in nature-based activities. Nature-based visitors generate higher yield on average, spending more and staying longer.
International Visitors spend 17% more ($3,870 versus $3,320) and stay 22% longer (44.5 versus 36.5 nights). Domestic Overnight Visitors spend 42% more ($970 versus $680) and stay 42% longer (5.4 versus 3.8 nights)
“Australia has a wealth of assets that differentiate it from other destinations around the world, including unique landscapes and nature- based tourism offerings; Indigenous culture and heritage; sophisticated cities and regions; and a friendly, tolerant, culturally diverse population. However, a successful and growing tourism sector requires more. Improved quality, product choice, skills and infrastructure will maximise and sustain economic value from Australia’s natural advantages as a tourism destination”40.
40 Tourism Australia. Tourism 2020 Overview. [En ligne]. Disponible sur :
What about eco tourism? The average modern tourist likes to see and do things but also likes to have someone explain about the things they are seeing. A greater interest in the natural environment must be encouraged, particularly with children as they are the tourists of the future and can participate in the conservation of our heritage; and of nature business. A proper ecotourism operation will help to support the community and encourage visitors to be culturally and environmentally sensitive through training and employing local people as well as purchasing local goods and services to stimulate the economy.
“Successful eco-tourism is a series of partnerships between traditional owners, government, business, local residents and visitors working together for the advancement of all interests”41.
2. Role of the Economic development and Tourism Department and the committee in charge of tourism: leaders for the economic and tourism industry development
The role of the tourism committee of Victor Harbor is to: - Develop tourism and its marketing; promote strategies with regards to the state, regional and local objectives; - develop a sustainable environment for tourism businesses through festivals, events, exhibitions, conferences and other opportunities; - bring leadership and support existing and potential tourism operators; - advertise to the community the economic advantage of tourism; - act as an advisory body to the Council tourism staff when preparing the budget; - seek funding for the development of events and for tourism marketing. It is composed of the Mayor, the coordinator of the Visitor Information Centre, members of the community such as groups promoting and preparing events, and the manager of the Economic Development and Tourism Department.
41 Tourism Australia. Tourism 2020 Overview. [En ligne]. Disponible sur :
In partnership with the tourism committee, the Economic Development and Tourism Department develops programs, policies and strategies to promote tourism, creates and implements development plans for tourism marketing, working closely with the private members of the tourism industry and the state and regional tourism institutions.
2.1. Development objectives and strategic policies for a better attractiveness and competitiveness
It is the role of the territory authority to conduct policies and actions that aim to balance the economic benefits from tourism and the preservation of the natural resources. The solution might be for tourism to be sustainable, but how can it satisfy tourism projects and well preserve heritage? Eco tourism appears to be another solution as it is a nature based tourism focused on the valorisation and preservation of the natural resources used for tourism activities. Sustainable development of tourism renews the approach of development. This new approach requires an intervention beforehand in order to stem non-reversible situations. It seems that this approach is in harmony with tourism activity developments lying on natural and environmental resources (Merasli, 2012, p. 12). Tourism depends on a sustainable management seeking a fair balance between economical operations, profit and resource conservation.
2.1.1. Increase the attractiveness of Victor Harbor as a tourism destination
By tourism attractiveness we are referring to the attraction for tourists to a destination. The quality of this attractiveness is revealed not only by the number of arrivals but also by their length of stay and mostly by the expenditure of the tourists with respects to the socio economic environment of the territory42. The attractiveness implies a reflection on the organisation and land settlement in order
42 Fabry Nathalie, « Clusters de tourisme, compétitivité des acteurs et attractivité des territoires », Revue internationale d'intelligence économique 1/ 2009 (Vol 1), p. 55-66. [en ligne] Disponible sur :
2.1.2. Staying a competitive destination
The concept of competitiveness might seem easy to understand. Its definition is the expression of a quantitative and qualitative superiority of an enterprise, a city, a destination etc., in function of a real or potential competitor. However, the tourism literature considers competitiveness as a relative, multidimensional and complex concept, determined by economic, social, political, ecological and cultural variables43. These variables can be quantitative and measurable with the number of visitors, the market share, the tourism expenditure, the value added from the tourism industry etc., or qualitative such as the wealth of the culture or heritage or the quality of the services provided. The complexity of the competitiveness concept becomes obvious when we try to give it a definition or an accurate measure. In tourism, the idea of competitiveness is relative to the position of the destination next to its competitors, the price and cost of a trip for the visitor, the productivity and profitability with the tourism sector, and mostly the capacity this sector has to innovate and renew its products and
43 Louis Dupont, « Analyse empirique de la relation entre tourisme et compétitivité : l’exemple des Antilles françaises », Études caribéennes. Décembre 2012. [en ligne] Disponible sur :
73 services with a strong attitude towards its quality, at least as good or better than the quality of its most serious competitor. In another word, to ensure the success of a destination, two parameters, competitiveness and sustainability, have to be secured. They are mutually supporting each other. Tourism competitiveness represents the capacity of the destination to face the competition with efficiency and profitability on the tourism market, with the aptitude to preserve the quality of its physical, social, cultural and environmental resources while keeping a competitive place on the market. The objective of giving progress to the life condition levels of the residents should obviously be omnipresent.
2.2. Environmental, social and economical impact of tourism in Victor Harbor
Natural spaces have been invested in by sport practices since the 19th century. There are many actors who settle these lands, who build facilities and amenities and who commercialise recreational products. Nature turns into a playground that constantly evolves. This evolution involves more services and new practices that diversify the types of activities and games that can be performed in these places. When we look at the history of recreational activities, we can see that the end of the 20th century has been marked with profound changes modifying the practices and the link that we have with nature. This movement today raises the question of the sport practices viability, continuity and experience with nature. The question for future years is what innovative practice is ethically, environmentally, economically and territorially acceptable and responsible. Tourism in the area has created environmental issues due to rubbish, over flow of tourists on fragile areas and inappropriate water recycling systems for the number of visitors during peak seasons. Sustainability of businesses is not guaranteed in low season. They often have to close down during the quiet months when the summer season income has not been sufficient to allow them to face the running costs of low season. Most businesses that manage to be sustained are small family owned businesses with no employees. Businesses that only hire staff
74 during peak season have extra costs and time consumed training new employees every year.
Tourism has contributed to increased employment in the area. The whale centre reopened in 2000 and is continuously being improved to provide quality and a diversity of experiences for visitors and in particular for children. Some residents are against tourism; however, because of the traffic it generates and the difficulties with parking. The cost of maintaining some of the infrastructures for tourism are difficult for the council.
The main environmental concern for Victor Harbor is the penguins on Granite Island. Their number is decreasing every year and researches have been conducted looking for the cause and the direct impact of tourism is not confirmed. Other elements come into play: nonnative animals were introduced to the island during the colonisation of South Australia in the 19th century; the causeway linking the main land to the island is not closed at night and wild animals or pets can cross and scare and/or attack the penguins and disturb their nests. Other environmental concerns regard the Inman and Hindmarsh rivers that are polluted and hosting dangerous weeds; the sand dunes on the coast that protect coastal areas from erosion are changing.
The mass phenomenon of using natural spaces creates a strong pressure on the resource and creates nuisances that can start to degrade the space. These difficulties increase with the rising number of recreational practices on the fragile ecosystems. This is how environmental policies are applied to nature based recreational activities (Corneloup et Mao, 2010, p.42). Marine Parks management policies are an example of it, with different zoning with different degrees of protection and allowance for use.
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The use of natural spaces for leisure and the impact it has on the environment constitute a social stake. A preserved nature is the objective. At the same time, nature based activities make sense only in a preserved environment. On the one hand, the high level of protection can be opposing to some activities, on the other hand if the protectors of the environment and the users find different usage for it they can still share the same interest: protecting the nature (Corneloup et Mao, 2010, p.43). This however assumes that we stay out from the passive logic, dominant today for consumption of natural spaces. Environmental laws regarding the use of nature for recreational activities implies four concepts according to the authors of the chapter “L”innovation et l’encadrement juridique des activités de loisirs dans les espaces naturels” (Roux et Sontag in Corneloup et Mao, 2010, p. 43). The first concept is the evaluation and the information. Evaluation is the necessary base for environmental decisions and constitutes one of the main aspects of the information communicated to the public. To protect nature, we have to scientifically measure the impact of activities on the space. It relies on tools such as impact studies that aim to evaluate environmental incidences of a project and to know precisely the direct and indirect effects on the environment and on people. The next step is to provide the public with the information regarding the impact of a project or activity on the environment. Providing information can take different forms and regard to different aspects (state of the environment, activity potentially endangering nature). The studies and the information given to the public are favorable as prevention from further damage or as a measure to diminish the negative impacts. The third concept relates to participation which includes all components of the territory for the process of making decisions regarding the environment: the state, local governments, community groups, citizens. Participation is closely linked to the evaluation and the information that are conditions for its success. The participatory initiative in the environmental decision is relevant for a local stake. The decision making should be close to the local nuisance source. The decision making process expands from the local government to the involved populations and associations.
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The research of conciliation between usage and protection of natural spaces implies to move from a passive form of environmental protection to an active form in which all stakeholders plays a role (Corneloup et Mao, 2010, p.45). For instance the sportive is invited to adopt responsible behavior towards the site, especially on the basis of the information communicated by the site’s responsible body. A link of equivalence and positive reciprocity is created between tourism and the environment. The leisure activity is regarded as the driving force of a reinforced protection for the site, itself a source of tourism visitation as the ecological quality of the site appears higher with the attractiveness as well as bringing economic income.
However this positive dynamic is not possible until the implementation of a multi-step process, including an environmental evaluation and a communication to the users and local populations. It has to be accompanied with appropriate structuring, amenities, and guidance frames of practices through incentive standards (codes, guidelines…).
3. Work experience assessment and methodology
“The difficulty is that people seem to find it hard to paint a clear picture of the future”. Many development schemes have been proposed and then they always fade. The word development meant more houses and more tourist accommodation, which meant the arrivals of more conservative residents (in this case the elderly) and therefore more resistance to further development. This book, written thirty years ago, seems to paint the current situation of Victor Harbor, with a statement such as “The Council has to try to satisfy the needs of a community ranging from the very young to the very old, with occupation ranging from farming to the visual arts, and with no consensus of opinion as to the path into the future” (Page, 1987, p.240), except that the Council may have had a time where they gave up trying. Today it seems that the Council sees the need for a new scheme, planning the
77 future around nature based tourism, given the potential of what they know tourism can bring in terms of income.
3.1. Background
As part as the local planning for the economic development of the city and in the interest of the community, the council wishes to encourage and develop initiatives for improving the quality of life of the community. The council’s role is to provide an attractive economy for businesses to develop; to manage, develop and conserve the natural environment to enhance a development in a sustainable manner; and to encourage the development of new tourism experiences.
The south Australian Tourism Plan 2009-2014 recommends the creation of new experiences with a focus on public attraction and sustainability in order to create a stronger competitiveness with other states. Tourism is a valuable industry for Australian economy. In 2013 tourism expenditure was 5.0 billion in South Australia and the goal for 2020 is to reach $8 billion. The Fleurieu Peninsula is the second most visited region in South Australia after Adelaide with nearly 3 million visitors in 2012-13 showing a 19% rise from the previous year. As a famous coastal town Victor Harbor is the first destination of the Fleurieu Peninsula.
The Key strategic Focus of Fleurieu Peninsula Destination Action Plan is to raise diversity and quality of experiences that will increase the appeal and competitiveness to out of state visitors. Fleurieu Peninsula tourism markets and promotes the region as a food, wine, coastal and water based experiences destination.
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3.2. The purpose of an audit and methodology or research
An audit is a tool for the decision and organisation tourism pilot. Tourism offer are mainly immaterial provisions which the services are. For a better comprehension of the offer and the opportunities of nature based tourism, it is not possible to leave the global environment aside. It is defined as the global context of the territory, the reality and the external facts to tourism offer however impacting tourism (Balfet, 1997, p.17). It is worth to, from an appropriate inventory, from a record of experiences offering and from an exhaustive and realistic evaluation of the potentialities and conditionality, to target a subject matter and finalise its content, necessarily specific to a territory, in order to valorize its exploitation in the service of a viable development (Gagnon, 2007, p. 69).
The study relies on three months research regarding Victor Harbor’s natural and cultural assets, destination competitiveness, benchmark and a general audit of the nature based tourism industry in Victor Harbor. This audit and diagnosis has been developed with consultation to stakeholders in industry, business and institutional bodies. It also has been developed using information and industry fact from federal and state levels.
To identify the natural sites, the field observation and exploration was essential as there are only few documents related to the subject. One document from the Council dating from the 1980’s in partnership with the formerly known department of Heritage of South Australia gave some information. The tourism website of Victor Harbor highlighted the main natural site of attraction but with a subjective perspective. To record exhaustively the natural tourism providers, the research was mostly based on internet research engines with keywords such as “water based activities in Victor Harbor”, “holidays in Victor Harbor”, and more precise research with “boat tours in Victor Harbor” for example. A quick search on commercial tourism websites such as the lonely planet and Trip Advisor was also part of the audit. The brochures at the Visitor Information Centre (VIC) were also of help. The time spent at the VIC was also used to listen to the visitors requests 79 and the responses they were given. The visitor’s requests and the VIC visitor’s records gave a start to the state of tourism demand in Victor Harbor, completed with the records from the Fleurieu Peninsula Tourism Board, the South Australian Tourism Commission and the Australian Bureau of Statistics (ABS). To understand the demand of the nature based tourism market, studies from Tourism Australia and the Cooperative Research Centre (CRC) for Sustainable Tourism were used for a cross analysis of the demand for Victor Harbor and for the Nature based tourism market in Australia. Many studies from CRC Sustainable Tourism were consulted to learn about the global environment of tourism and the fast growing market in Australia and South Australia.
In parallel, nine interviews constituted the primary research, conducted with: two farmers, one surfing lesson provider in Middleton (Alexandrina Council), who is also member of the Fleurieu Tourism Board, the director of the Wildlife Park, the coordinator of the VIC, the coordinator of the Whale Centre, the manager of tourism planning at the South Australian Department of Marine Parks, and the manager of lease management in the Department of the Environment, Water and Natural Resources and the Chief Executive Officer of the Fleurieu Peninsula Tourism Board. The audit requested by the City Council of Victor Harbor is a result of the orientations given by the Fleurieu Peninsula Tourism Board in correlation with the South Australian Tourism Commission. Victor Harbor City Council is a confederation of small towns: Encounter Bay, Hindmarsh Tiers, Hindmarsh Valley, Lower Inman Valley, McCracken, Victor Harbor and in part the towns of Waitpinga. Back Valley, Hayborough, Inman Valley and Mount Jagged. The unbalanced spatial development between these areas is a subject to be addressed. Nature Based Tourism is already one of the main sectors of the tourism industry in Victor Harbor, with the objective of the study being to deepen this sector in order to reveal the potential for further development. The next chapter explains the reasons of the identified need for Victor Harbor to implement a strategy of nature based tourism development.
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Conclusion
There is a need to fix principles on which the project will be based. It needs to be clear that a territorial project cannot happen in one day; but accompanies the process of transformation on a long term basis. The project of tourism development has to unite skills as it applies to a destination that is a complex reality44. Because it has a large aim, it needs to allow debates and exchanges with the population whom has a determining opinion. Tourism is as much a stake as it is an opportunity for territorial development. It is an economic activity for which the cultural, social, economic and environmental outbound are measurable for its stakeholder. Participative governance is needed for local planning. Not only must the population be consulted, they also have the authority to refuse a project if they judge its nature to be prejudicial. The information given to stakeholders must be accurate and understood by all. It must bring response to the measurement of the project: - To which demand does it correspond? Tourists or populations seeking new incomes? - Which market? International, interstate, intrastate? - What impact does it have on the natural and cultural environment? - Who is in control and who decides?
Taking into account the notion of sustainability in an economic project such as tourism requires alternative thinking. The approach of sustainability applied to tourism represents one of the founding elements of tourism as development leverage.
44 Ingallina Patrizia , Le projet urbain, P.U.F. « Que sais-je ? », 2008 (3e éd.), p. 7-13. [en ligne] Disponible sur :
CHAPTER 2: THE ISSUES OF THE TERRITORY AND THE WILL FOR A NATURE BASED TOURISM PLANNING STRATEGY FOR VICTOR HARBOR
Introduction
The concern of tourism and natural environment are now fully integrated in most efforts of state and local governments and other institutional structure who wish to focus on ecotourism. Aware of the role of nature based sports in the development of territories; the managers of natural sites tend to engage in the research of a balance of use and agreement. A heritage related project brings many human and social complexities. There are often divergent, sometimes even competitive interests for a single heritage feature within the territory. Social evolutions provoke new expectations, new behaviour, new practices calling for a radical renew of the tourism offer. The economic model which brought success in seaside resorts is today questioned. In any case, the factors of innovation, diversification of the services provided and investments seem to be determining to pursue further development. Today the City of Victor Harbor wishes to identify the possibilities and issues for an ecotourism development and the management of such opportunity.
1. The need for organized tourism development: nature based tourism and ecotourism, seeking economic benefits in the natural environment valorisation
Nature based tourism is increasingly referred as ecotourism, which is one of the fastest growing tourism sector. The concerns with the development of tourism impacting on natural resources are drawing attention to the need for sustainable future. In many places, ecotourism is looked at as a means to protect the natural environment and provide an alternative use while sustaining the economic contribution of tourism for the local communities.
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1.1. Addressing the danger of an unmanaged tourism on fragile coastal areas
Nature based tourism has been rapidly growing. From 2% of all tourism activities in the 1980’s, it went to 20% in the mid 2000 (Gagnon, 2006, p. 118). In coastal areas in particular, the development of tourism and the increase urbanisation brings attention of local governments on the danger of the potential unmanaged mass congregation of tourists. Marine based and coastal tourism became a significant component of the tourism industry. Being the fastest growing sphere of the world tourism industry, marine based tourism constitutes an important motor for economic development. This industry includes activities related to coastal and extra coastal marine transport, port infrastructures, restaurants and accommodation as well as all the sport and recreational activities practiced offshore or onshore. Despite all the help of tourism to economic development of regions, this industry is responsible for many environmental impacts. We know today that some costs are associated to tourism development, such as landscapes destruction, water and air pollution. This context raises the question of destination management, in particular in term of sustainable tourism development. The notion of sustainability is regarded as a motor, a promise, allowing resolving the negative impacts of tourism in order to maintain viable tourism practices in the long term. This approach’s meaning is to reduce the tensions created by the complex interaction between the tourism industry, the environment and local communities to ensure the quality of the natural and human resources.
Today, tourism decision makers and planners are dealing with destination competition from the availability and capacity of manmade and natural attraction. The growing demand for nature based tourism and traditional experiences such as green tourism or coastal tourism bring concern over the resources use and the knowledge of this resources being limited, in general awareness of the environmental preservation urgency. Coastal areas have always been a curiosity, historically feared and then demanded as a tourist attraction, with some shoreline becoming overcrowded by mass men phenomena of attraction. Between leisure 83 and commercial pursuits, the coastal and marine environment resources have been significantly reduced over the years. With large concentration of people and the development of infrastructures too close to the shoreline can increase the degradation of coastal areas. These areas that already are the subject of high level natural risk are considerably endangered by the over exploitation of their natural resources. In addition, the growing conflicts related to the competition of the resource uses might diminish the sustainability of the tourism industry as the services provided by the resource to the leisure sector lose their attractiveness when less intact. Unmanaged development also has the potential to increase the social and environmental impacts in the absence of a strong global territorial planning strategy including the surrounding areas.
1.2. Finding a consensus between shareholders: the conservationists and the developers
Tourism, such as agriculture and mining was once viewed as an industry with renewable resources. The tourists were admiring, not consuming, the resources of the area that were going to be there continually. However when tourism became available to all, the resources on which it was based were apparently on their way to be altered. While ecotourism is a conserving tool for conservationists, for tourism planners it is a way to inject income in remote areas. For the tourism industry it means diversifying the product in a competitive market.
“Conservationists and economic planners are finding that ecotourism, and the revenues it is expected to generate, can provide an economic rationale for even debt-ridden governments to promote natural resource conservation and wildlife protection policies”. (U.S. Congress, Office of Technology Assessment, 1992, p.9).
Ecotourism needs infrastructure and services and eco tourists still consume and generate waste. Even the category of non consumptive tourism such as bird watching and whale watching affects the natural environment. Ecotourism is seen 84 as a way to integrate the preservation of natural resources in the need of the local communities. However eco tourism is becoming a popular travel purpose which bring the question of ensure the long term benefit of it as a non consumptive activity despite the known impact of increase visitation. A long term beneficial linkage between conservation and development remains a challenge for tourism planners as it seems that any form of human activity, even non consumptive, affects the natural environment in many ways. Maximising the economic benefits of tourism remains the fundamental objectives of a region, however all know the need for preserving the resources on which tourism is based.
“Whether tourism is beneficial or destructive to a locale’s natural resources, aesthetics, social fabric, or economy; whether it fulfills the goals and expectations of the traveler; and whether it can be sustained, depends on many factors, including the ecological and cultural attributes of the local itself, how many tourists visit, and for what activities/ purpose(s).”(U.S. Congress, Office of Technology Assessment, 1992, p12).
It is important to let the residents decide of the level of tourism they wish to receive, which practices they agree to share with the tourists and where the tourists should go. Often with mass tourism it is the local government’s decision and choice of the tourism industry model without consultation to the residents’ opinion and needs (Gagnon, 2007, p.122). In Victor Harbor, residents want to develop tourism activities, have a fair idea of which places should be developed and how to manage them to improve the satisfaction of tourists with no harm on the natural environment. In opposition to the usual trend, it is the local government that refuses to increase the development of tourism while most of the community wishes for a diversification of activities in order to gain further and longer terms benefit from the nature based tourism industry. The principal stake of a conflict is on the one hand; the sense of belonging of the resources of the territory, and on the other hand, the will for participative governance. Populations wish to be able to choose their development, the projects and actions created for it (Gagnon, 2010 p. 51).
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2. The Council’s lack of knowledge regarding the nature based tourism market
The lack of planning documents for nature based tourism and coordination with environmental issues is a weakness for the implementation of sustainable development. Sustainable development ideology, alternative modes of production and consummation started alternatives trends for tourism such as eco tourism. A market was created for close to nature consumers, with values of respect towards it.
2.1. Knowing ones market to know the potential and the weaknesses
While Victor Harbor use to be a destination of renowned, in some way still is, the decline of competitiveness the city experienced had to be addressed. The rise of the neighbours towns on the tourism market overtook Victor Harbor in term of attractiveness and offer of experiences. An audit is needed to establish the opportunity of nature based tourism in the purpose of a destination management process through a development plan. In the purpose of building a strategy to improve environmental protection and establish a nature based tourism plan, the council of Victor Harbor required an audit of the offer and opportunity of nature based tourism followed by recommendations and a strategic plan. The essential steps of the process are the preparation of the study, the identification of development goals and strategy, the inventories and surveys of what characterise the natural and cultural features and the current state of tourism in the area, followed by an analysis of the collected information, the formulation of recommendations and a strategic plan to be implemented and finally a monitoring of the actions and success of goals for potential needed adjustments. To further develop the nature based tourism industry, it is fundamental to identify the components of the nature based tourism market. Knowing its target audience and its offerings cannot be overlooked in a destination marketing strategy. A better knowledge of the target audience and their decision making process leads to a better accuracy in creating and offering the products and services they are seeking.
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A balance between tourism development and possibilities of infrastructures and existing services should be looked for, while conserving the landscape and environmental quality. Networking is one of the main leverage for tourism development. A large scale project not be supported by the local community has low chance to work and to allow local development. However a more humble project bringing the community together will be more effective as a tool for local development. The profitability of a project depends in large part of the services, the local support and the networking. In another hand, the reflection needs to consider the fair share of the resources between the littoral and the country side.
2.2. The wish to develop the fringe of the territory, left out from tourism focused on the coast
As Victor Harbor has a strong potential to attract more tourism due to the extraordinary nature present on the territory, the council needs to find a balance between economic growth and the preservation of its natural heritage that may endure the pressure of tourism flows. Not only the coast is a true asset for a destination, so is the fringe, and should benefit from the flow of tourism, too often dedicated to coastal and aquatic activities. In Victor Harbor, tourism did not yet succeed to benefit to the agricultural enterprise. Although two of the farmers did extend their activity to tourism – after two or three years of negotiation and paperwork with the Council and State Government - many other wish to do so as they see the value added for the successful farmers. Most of the country side doesn’t benefit from the tourism expenditure in Victor Harbor. Left out from the tourism development mainly focuses on the coast, the agricultural areas need to start its own tourism development. Through a Rural Group the famers collectively expressed their interest to the Council to bring for themselves an extra income with tourism and ecotourism. One of the purposes of the study was to hear their needs, wishes, barriers and concerns for the creation of tourism products and services on their farming land.
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3. Executive summary, purpose of the study and objectives
A territorial approach of tourism development requires identifying the stakes, making the appropriate strategic choices, mobilising all actors of the tourism industry and defining the strategy and actions leading to a tourism development shared by all. First of all, to conduct the study in accordance to the specificities of the territory it was required to build the purpose and general objectives of such study.
3.1. Executive summary
The audit and strategic proposal assessment was initiated by the City Council in order to gain a better understanding of the state of the industry and the potential for its development. It provides a global perspective on trends of nature based tourism in Victor Harbor. However, in the interest of global economic development the report also gives further recommendations than nature based only. It highlights market opportunities to implement new products and improve existing products, customer satisfaction and the competitiveness of the city. It provides comments and recommendations for the nature based tourism market, industry, as well as the potential and requirements for developing new products.
3.2. Purpose of the study
When properly managed, nature based tourism contributes to offering low impact experiences that provide benefits to the tourist and to the resources through efforts to preserve it. Nature based tourism provides value to the natural heritage of the area. In sustainable manners, tourism contributes to the conservation of natural heritage and assets.
Victor Harbor tourism industry is primarily based on natural and cultural features. Victor Harbor is a popular seaside residential city and holiday destination. To keep the appeal it is necessary to develop and maintain a viable and strong tourism industry for the benefit of local communities. There are strong 88 challenges for the city, for its economic development and local industry. The study aims to identify the assets of the territory, the opportunities linked to them, the issues standing in the way and the recommended actions to override the barriers. It aims to be used as a general orientation frame for nature based tourism and federate institution, community, enterprise around common identity and tourism development project.
3.3. Objectives
In a sustainable manner the council wishes to encourage local business to develop eco tourism products and attractions in order to: - Increase economic outcome of tourism by raising the number of visitors, the visitors’ expenditure and their length of stay; through the development of appealing experience; - Increase environmental sustainability by encouraging eco friendly businesses and the number of businesses with accreditation, while increasing the value of the natural heritage; - Increasing social and community well being by extending the length of the tourism season and provide an attractive and vibrant lifestyle for all.
The development of new tourism products aims to boost the economy through tourism, increase the number of local jobs and the attractiveness of Victor Harbor for the population and for the visitors. The main objective is to sustain economic growth and future viability through principals of sustainable development with high competitiveness and a destination performance boost.
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Conclusion
It is common for coastal destinations to have developed quickly with poor management and planning. Between environmental pressure, frustration of the community and unbalanced spatial territorial development, in addition to the laissez faire of the government in charge, the result becomes in urgent need of being addressed. Several motives were therefore identified as being at the origin of the launch of the nature based tourism development strategy: the necessity of an inventory to understand the current situation of tourism; a will to implement a new tourism organisation adapted to the new stakes of tourism development; an economic stake that represents tourism among other economic sectors of the territory and its evolution in the global environment; and the presence of a major tourism project structuring and modifying the industry to the model of ecotourism. Knowing ones strengths and weaknesses as well as the competition's is necessary to understand where the destination is situated on the market place prior to the planning for converting the tourist industry towards ecotourism.
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CHAPTER 3: RECORD, ANALYSIS AND DIAGNOSIS OF NATURE BASED TOURISM MARKET IN VICTOR HARBOR
It is necessary to control and evaluate the structures and enterprises providing tourism products and services. The council responsible party of the tourism organisation needs to control the risks and understand the assets coming from the tourism supply of the territory. The difficulties to preconise solutions and actions are quiet diminished when evaluation researches are conducted. The necessity and the difficulties to federate local parties, to convince them to dialogue require the local decision makers to give a legitimate message (Balfet, 1997, p.8). It is the auditor mission to collect information, to understand them then to evaluate them, and which, always in a predefine goal, to present viable actions. It is needed afterwards to be able to explain, communicate in the goal to optimise the soon to be in place actions.
1. Offer of nature based tourism
In order to understand the market of nature based tourism in Victor Harbor, it was essential to review what make the natural heritage of the area and the number and the purpose of each enterprise marketing the natural environment, on land, water or in the air, doing such in an exhaustive manner.
1.1. Current state: natural heritage attractions and assets
Victor Harbor is lucky to be gifted with a diverse natural heritage. Before identifying the existing nature based tourism products, an exhaustive research of natural heritage in Victor Harbor has highlighted fourteen categories of natural attractions. There are two rivers passing through the Victor Harbor area, known as the Inman and the Hindmarsh rivers, the last one falling into a cascade. With 47 km of coast, there are cliffs, the most famous being the Bluff, beaches including surfing beaches such as the Waitpinga Beach. There are two islands, Granite and Wright surrounded by reefs where it is possible to snorkel, scuba dive and fish. 91
Inland, there is one lake, three hundred and fifteen parks and gardens, four trails and three conservation parks. Appendix B records all natural attraction in Victor Harbor.
1.2. Current state: Nature based tourism product and providers
There are twelve nature based tourism enterprises based in Victor Harbor. The exhaustive list below is detailed in Appendix C: - Victor Tours: Provides coach touring, group motorcycle touring. Sightseeing and whale watching for seniors; - Encounter Water Sports: Provides surfing and stand up paddle boarding for grooms aged 5 to 12; - The Big Duck Boat Tour: Provides boating tours for seal, whale and dolphin watching in season; - McCracken Country Club Golf Course - Victor Harbor Golf Club - Urimbirra Wildlife Experience: Provides wildlife watching and feeding; their main target are families from South Australia - Victor Harbor Cycle and Skate: Provides bike to hire; - Greenhills Adventure Park: Provides adventurous attractions such as wall climbing, paddle boating, golfing, biking, canoeing for the family target; - Breakaway Farmstay: Provides farm accommodation; their main customers are families from Adelaide and Asian target mainly from Singapore and Malaysia; - Waitpinga farm quad bike adventure: Provides quad bike tours; - Whale centre: Provides wildlife watching and spotting information, education programs for families, seniors and school groups; - Penguin Centre: Provides wildlife watching tours and education tours.
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Appendix D deliberately includes the number of suppliers in the area in the first column to show the drop behind of Victor Harbor compared to a non exhaustive list of providers in Alexandrina Council.
1.2.1. Water based activities
Aquatic sports and attractions are dominant; however many enterprises are located within Alexandrina Council in places such as Port Elliot, Middleton and Goolwa. Victor Harbor has very few enterprises and doesn’t host any surfing lesson providers except for grooms; while there are eight in the nearby towns. The natural assets of the area could allow a better diversity of water sports. Other activities such as sailing, Jet Ski hiring, snorkeling and wind surfing also exist in other towns nearby and could be developed in Victor Harbor as there seems to be a market and the natural assets for it. Water skiing is also a possibility for new business. The only surfing lesson providers in Victor Harbor Council area is Encounter Water sports whom only gives lessons to children. The only canoeing possibility is with the Adventure Park in Greenhill. Canoeing on salt water is only possible in Goolwa. Marine wildlife watching has four providers: the Penguin Centre, which is facing the dwindling of the Penguin community; the Whale Centre, which is a valuable asset to Victor Harbor; The Big Duck Boat Tour and The Victor Tours which only targets seniors.
1.2.2. Land based activities
The main attractions existing on land are golfing, land wildlife watching, cycling and bush walking. There are already two golf courses in the area, one of which is suffering from decreasing membership. There are a few trails that have the advantage to be practicable all year round; it could be an opportunity to develop trekking tour and school holiday tour program, as well as accommodation along the trails. There isn’t any horse riding possibilities or rock climbing clubs.
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1.2.3. Air based activities
The only air tourism product is the scenic flight over the Fleurieu Peninsula provided by South Coast Helicopters located in Adelaide. It might be interesting to encourage the creation of a business providing scenic flights, skydiving, paragliding or hang gliding.
2. Visitors profile in Victor Harbor
To complete the market review of nature based tourism in Victor Harbor, a thorough analysis of the tourism demand was made, using the records from the Visitor Information Centre since 2009.
2.1. Global evolution of the number of visitor per year
The monthly summary sheet from the previous four financial years shows no increase of visitors whether their origin is South Australia, interstate or overseas. In the financial year 2009-10, 52045 visitors came to Victor Harbor; in 2010-11 there were 56024, in 2011-2012, 53329 and in 2012-2013 there were 53737 which showing stagnation45. The analysis overview of Fleurieu Peninsula shows a 10% increase in the visitation in the past ten years.
Figure 11 - Evolution in visitation
Total Visitors 58000 56000 54000 Total Visitors 52000 50000 2009-10 2010-11 2011-12 2012-13 2013-14
Source: Figures given by the Visitor Information Centre of Victor Harbor
C45 These figures are the number of visitors recorded by the Visitor Information Centre. They only represent a percentage of the total number of visitors in Victor Harbor. 94
From 2011 to 2014 January hosts the most day trip visitors and overnight stays. Famous for the whale watching, July brings usually almost as many travellers as January. October also has a high number of visitors and April as well due to the Easter holidays and two long weekends. The low seasons are May-June and August.
Table 2 - Monthly visitation breakdown
2009-10 2010-11 2011-12 2012-13 2013-14 July 4121 4236 4298 4535 3876 August 3688 3296 3158 3298 3247 September 4211 4538 3738 4968 4298 October 5252 4843 5895 5049 5130 November 4014 4126 4170 4053 3937 December 4415 5330 4797 4680 4859 January 6161 7419 7373 6535 6309 February 3694 4312 4241 4081 4046 March 4760 5323 5050 4965 4911 April 5264 6131 5081 5275 5517 May 3346 3431 2750 3278 3349 June 3119 2999 2778 3220 2874 Source: Figures given by the Visitor Information Centre of Victor Harbor
2.2. Origin, socio demographic characteristic and length of stay
- Out of 52045 visitors recorded in 2009-10, 46%, almost half (24243) were day trippers; - Out of 56024 visitors recorded in 2010-11, 47% (26390) were day trippers; - Out of 53329 visitors recorded in 2011-2012, 47% (25211) were day trippers. - Out of 53737 visitors recorded in 2012-2013, 50.2%, more than half (26967) were day trippers.
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Table 3 - Number of visitors by origin
SA Interstate International Total Visitors Day trips 2009-10 20015 20148 11882 52045 24243 2010-11 20636 22874 12514 56024 26390 2011-12 19745 21639 11945 53329 25211 2012-13 20837 21164 11736 53736 26737 2013-14 15545 16754 10090 42389 21000
Source: Figures given by the Visitor Information Centre of Victor Harbor
Figure 12 - Evolution in length of visitation
2009-10 2010-11
Day trip Day trip
Over Over night night Longer Longer night night
2011-12 2012-13
Day trip Day trip
Over Over night night Longer Longer night night
2013-14
Day trip
Over night
Longer night
Source: Figures given by the Visitor Information Centre of Victor Harbor
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The graphs above shows that over the past four financial years the share of day trip has increased while the share of both over night and longer night has decreased. Only half of visitors stay overnight. Most come from Adelaide on a day trip or from interstate making a quick overnight stop. Day trip visitors have a low expenditure as overnight stays bring more income to the tourism industry and to the general economy through indirect outcome. Victor Harbor mostly attracts families, adult couples and seniors. In 2011-2012, 37% of visitors came from South Australia, 40.6% came from interstate, the majority of which were from Victoria (50.2%) followed by New South Wales and Queensland. International travelers represent 22.4% of visitation. The majority of international travelers come from UK, Europe, Singapore and Malaysia. The Indian market is also growing.
In 2012-2013, 38.8% of visitors came from South Australia, 39.4% came from Interstate in majority from Victoria (47.5%) followed by New South Wales and Queensland. International travellers represent 21.8% of visitation. There is a 5% increase of international travellers visiting Australia on the year ending September 2013 compared to the year ending 201246; however the number of international visitors in Victor Harbor hasn’t changed.
46 Tourism Research Australia. Disponible sur [En ligne] : http://www.tra.gov.au/publications/international- International_Visitors_in_Australia_September_2013.html. (Consulté le 22-04-2014) 97
Figure 13 - Chart of origin breakdown
25000
20000
15000 SA Interstate 10000 International
5000
0 2009-10 2010-11 2011-12 2012-13 2013-14
Source: Figures given by the Visitor Information Centre of Victor Harbor
Most travelers come to the Visitor Information Centre for enquires regarding activities land attractions available for an afternoon or a day. Visitors stopping by in Victor Harbor during a longer trip only visit for a day or two and often ask to book a tour on Kangaroo Island or in other towns in the Fleurieu Peninsula.
School groups are a dominant target for tourism businesses in Victor Harbor and are regular customers. They are drawn to educational programs and adventure day tours such as surf lessons. Urimbirra Wildlife experience appeals to more customers every year, but it seems that some of them don’t go further to the Victor Harbor city centre. The owners are happy to provide information regarding attractions in the city but often don’t have brochures or a map of the city.
It would be beneficial to attract a greater diversity of targets. It is essential to maintain and support current target but also to extend the appealing factor to more; for instance regarding the family target, it is possible to develop products that will appeal to low and average income and loyal families as well as a higher 98 income household to allow a better expenditure and higher yield. ‘Visiting friends and relatives’ represent 32% of travel purposes to South Australia47. It is important to note that the monthly summary sheets were only introduced in 2009- 10; there are no records of previous visitation48.
3. Diagnosis and research for opportunities for the development of nature based tourism
The previous market study reviewing the offer and demand for nature based tourism in Victor Harbor constitutes in this following chapter the subject of an analysis. It aims to highlight the issues and gaps and build a complete diagnosis of nature based tourism in the concerned territory.
3.1. Gaps and issues of the nature based tourism industry
This section first reviews the general gaps and the product gaps and then the barriers and challenges for industry growth, and the identification of the competitors.
3.1.1. General gaps
A meeting with the Visitor Information Centre Coordinator highlighted several gaps. It appears that there is a lack of information available for the visitors regarding the heritage trails, including the one departing from the Bluff. There are also issues regarding information as to where the passes for the conservation park are available. The Visitor Centre provides a great quantity of information to the tourists; however, the website has very limited available information for those
47 The Visitor Information Centre keeps a record of visitors but can only do so with the ones going to the Centre. Therefore the visitor’s figures are lower than the reality. Monthly summary sheets have been introduced only since 2009-10, there are no records of previous visitation. 48 NB: The Visitor Information Centre keeps a record of visitors but can only do so with the ones going to the Centre. Therefore the visitor’s figures are lower than the reality.
99 who wish to plan their trip in advance. The survey highlights the lack of online booking services.
The condition of the beaches isn’t appealing; there aren’t any leisure attractions or products available on the dunes, in the water or around the Bluff. It seems that Victor Harbor has relied on its name for too long while the towns nearby have taken advantage of Victor Harbor’s attraction. Most water sports are located outside of Victor Harbor Council. The lack of providers in Victor Harbor results in the poor competitiveness of Victor Harbor compared to neighbouring towns and represents a threat for the future. Water activities are also submitted to strong seasonality. It represents an issue for every business in town when they have to endure low tourism season on the peak season income.
3.1.2. Product gaps
In regard to attractions, there are no water activities in winter, only a few businesses provide water experiences in summer, a lack of boat hiring businesses and of fishing trips. The Big Duck Boat Tour is the only boating tour business in Victor Harbor and isn’t open every day of the week. One sole provider cannot satisfy the demand for everyday visitors. There is a general gap of recreational services. Regarding Granite Island, the three attractions on the Island are the Horse drawn Tram, the penguins and the trails. The condition of the penguin community affects tourism on the island. The trail lacks in attraction excepting the marine wildlife watching possibilities which doesn’t generate much income. There is only one touring company and it is specialised for the seniors market. There is a lack of activities and attractions for children.
The confrontation between the natural assets of Victor Harbor and the current state of the industry has identified several possible attractions to be developed:
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Table 4 – Potential attractions of interest
Sailing Walking / Trekking tours Sky diving Jet Ski Hiring Boating tours or hire Rock climbing Snorkelling Bird watching Speed Sailing Water skiing Horse riding Hang gliding Wind surfing Biking tours Bungee jumping Cruising Unusual lodging Paragliding
Regional initiatives including these attractions should be regarded with interest and considered for approval by council. The lack of transport from Adelaide to Victor seems to be an issue for travellers without their own vehicle. The absence of a marina prevents boating and fishing businesses from starting up.
3.1.3. Barriers to industry growth
Nature based tourism businesses trying to get authorisation to develop their product face issues such as getting approval from State Government, Mount Lofty Range Primary Production Protected area or from Council. These barriers that are causing delays and years of application can be discouraging for businesses to start up. Even when the council shows a positive response to a business application; it doesn’t provide assistance or support to facilitate the State Government application process.
3.1.4. Challenges
One of the challenges for Victor Harbor is to have nature based activities provided by local enterprises and not by businesses based outside of Victor Harbor; a situation that doesn’t bring any outcomes to local economy. We want to maintain visitors in Victor Harbor and make them consume in Victor Harbor. One of the threats is that activities become available in Victor Harbor provided by non
101 local enterprises, which in the long term will prevent local businesses from starting due to the strong competition of the market.
Another challenge is to increase the share of overnight trippers. A large share of visitors comes from Adelaide for only a day trip as it is easy to do the trip in one day. It would help to increase interstate visitation. Another challenge for the future of the industry is to maintain the young population in Victor Harbor and attract investors. Victor Harbor needs to evenly distribute developments so that inland communities can also benefit from tourism incomes.
3.1.5 Competitors and image
Victor Harbor is competing with Alexandrina Council due to the attractiveness of Port Elliot and Middleton and to the notoriety of the Coorong. Victor Harbor is competing with Yankalilla Council due to the proximity of Kangaroo Island. Nature based tourism cannot generate high economic outcomes alone. Natural environments should also be, as much as possible, accessible to everyone and cannot be used or restricted to “pay for use” attractions. Natural and coastal environments can and should be branded and part of the destination message as it is an appealing driving force. Due to climate, outdoor activities cannot by itself achieve goals making Victor Harbor a year round, sustainable and attractive destination 49.
49 Encountered issues: I was unable to get in contact with the Granite Island Penguins Centre, due to the reluctance from the Penguins Centre to meet. As the council isn’t in charge of Granite Island and the penguins Centre being focused on wildlife protection, I was unable to discuss opportunities for the development of tourism with them.
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3.2. Diagnosis of nature based tourism in Victor Harbor
The diagnosis of nature based tourism in Victor Harbor has been the subject of a SWOT analysis. The full SWOT table is available in appendix E. Each part of the SWOT is divided in theme sections.
3.2.1. Strengths and weakness
Regarding seasonality, it appeared that there are natural assets and possibilities for nature based tourism diversification to extend the tourism season, concentrated in summer. There is a low tourism activity between the ends of Easter holidays to October, except in July for the whale watching. Victor is a famous holiday destination for families and school groups are a valuable target. However a large number of these families come for a day or two and have a very low expenditure. A large share of the visitors are from Adelaide, so one of the challenge is to make them stay overnight when it is more simple for them to come just one day.
Victor Harbor as some spectacular landscapes and coastal scenery with natural assets that allow a diversity of activities: water, land and air experiences but some of the sites are unexploited. Bird watching is known to attract visitors from all over the world but isn't advertised enough in the destination promotion. It is also linked to the lack of information regarding the conservation parks, the lack of tours or any tourism product within the parks.
Regarding the offering, it is clear that the Whale Centre and Granite Island are the strong attractions of Victor Harbor and seem vital, if improved, developed and better promoted they can attract more tourists. One of the aspects of nature tourism is education and conservation, Victor Harbor is doing well but can improve through the whale centre and through school programs and children tours. Granite Island is a major attraction and can generate more income if tourism
103 products and experiences were developed. However one of the weaknesses is that most of the water sport providers are located outside of the Victor Harbor Council area (Port Elliot, Middleton, and Goolwa) and the sea side condition in Victor Harbor is not attractive, resulting in the loss of tourists. Accommodations are quiet standards and show no innovation. Only one boat tour is not sufficient for the demand and there are not enough tours to encourage visitors to extend their stay to overnight or longer. The lack of transport between Adelaide and Victor Harbor is an issue and a stop factor for visitors coming to Victor Harbor.
Regarding the promotion, it is an asset to have a very welcoming visitor information centre however, gives a lot of information and choice of activities on the surroundings council areas; it increases the difficulty for local business to survive and for the local economy to grow around tourism. The absence of online booking system is an issue, as well as the poor quantity of information about Victor Harbor in the Lonely Planet. Nature based attractions are not promoted and advertised enough; as well as the coastal lifestyle promotion, that should be a focus and would help attract young adults and international visitors.
Finally, Victor Harbor is a friendly community with small town lifestyle and quality of life. Nevertheless, the condition of the beaches is a weakness, as well as the lack of vibrancy. The economy is not growing due to the city becoming too much of a destination for retirees. There are many opportunities over natural assets which can help compete with neighbouring councils. Opportunities and threats are the subject of the next section.
3.2.2 Opportunities and threats
Regarding the natural environment, actions such as improving the beach conditions and making a proper space for water activities can be a solution. Victor Harbor does have the potential to value its environment and natural heritage through nature based activities. However the endangered wildlife and 104 biodiversity such as the penguin issue or coastal erosion needs to be taken into account when developing further tourism attraction. At the same time there is a need for conservation as these natural asset are indeed the basis of nature based tourism. As a coastal town close to the city of Adelaide, urbanisation needs to be controlled.
Transportation means is a treat for further development of tourism but some of the local initiatives in project deserve to be supported to facilitate visitor’s arrival. Leisure infrastructure provides the foundation for visitor engagement and activity while travelling in Australia and generates $5.5 billion of expenditure in arts and recreation services, and $1.6 billion in tourism GVA. The swimming pool in project should increase local and tourist satisfaction but will financially prevent further investment in the near future.
Stakeholders have shared their feeling about the absence of a marina that prevents new businesses to start up and from cruises to make stops in Victor Harbor. Tourism Australia points out that the cruise industry is growing and as a coastal city Victor Harbor can take advantage of the opportunity. The large output of the cruising industry might pay off investments for the marina.
Another growing market is unusual lodging and eco lodging. It is a new and attractive niche market. The Heysen Trail could benefit from some eco- friendly accommodation. The hostel in Port Elliot is the only backpackers in the region and as it has the monopoly, prices remain high. A competitive hostel in Victor could easily be filled with international visitors and school groups.
A focus on the international tourism market shows that the number of young international travellers coming to Australia continues to increase. In 2013, international visitor arrivals increased by another 5.5% and those guests spent
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$19.3 billion in Australia50. Victor Harbor can attract more visitors from this market whom stay longer and have a higher expenditure. Asia, in particular China, is driving new wealth and consumption that can translate into huge demand for visitor experiences. Three quarter of the visitors from China participate in Nature Based Activities and spend more than any other international market with an increase of 16%51. The number of international visitors in South Australia has increased by 13% from YE (Year Ending) 2012 to YE 2013 but compared to other states, South Australia experiences difficulties to targets in the international market. It is the fifth ranked state for number of international visitors2.
As families are important targets of the Fleurieu Peninsula, there is a market opportunity for children activities that could be developed to make them stay longer and spend more. It is similar for the friends and relatives market, this target can be influenced to stay longer and spend more if the quantity of attractions were extended.
Research for opportunities regarding promotion and advertising shows that there are some advantages for nature based tourism with the Adelaide - Melbourne touring route which is an opportunity if Victor Harbor is marketed as a stopping destination in Victor Harbor’s campaign to Victoria. Victor Harbor can also benefit from promotional campaigns in China and North Asia done by Tourism Australia, the Visit Soon campaign to bring UK friends and family to Australia and the Natural Australia Sixteen Ultimate Escapes Application launched by the Travellers Magazine. Victor Harbor; however, has low access to investment funding which is an important factor for underpinning potential tourism investment. A meeting with the Marine Parks bureau showed opportunities regarding public investments as Marine Park has vision for a future
50 Tourism Research Australia, International Visitors in Australia: September Quarter 2013. 51 International visitors in Australia. Visitor Survey Quarterly December 2013. Disponible sur [En ligne] : http://tra.gov.au/documents/ivs/International_Visitors_in_Australia_December_2013_Results_of_The_Inter national_Visitors_Survey.html. (Consulté le 22-04-2014) 106 project to create a Marine Education/Observatory/Interpretation Centre but is yet to decide on a location. If the Victor Harbor Council does not become more proactive and willing for change, it could miss this opportunity and the project will be implemented elsewhere. One of the strategies of the Encounter Marine Park Management Plan is to “create and promote opportunities for sustainable nature based tourism in the marine park”52. The Marine Park body would be happy to see development of nature based activities that increase education and environment awareness. The Federal Government has identified tourism as one of five National Investment Priorities with a particular emphasis on leveraging international demand and investment to help further grow the industry. In consequence there are $43 million for a new Tourism Demand-Driver Infrastructure Program to support the states and territories to develop key tourism infrastructure and stimulate tourism demand in their states, territories, cities and regions.
As a last concern, the uncertain future of Granite Island has to be addressed as the lease might or might not be renewed at the end of the year 2014. In addition, the infrastructures are old and poorly maintained but DEWNR (Department of the Environment, Water and Natural Resources) is willing to see something new happen on the island.
In conclusion, priorities have been identified for the development of tourism based on the natural environment. These priorities concern the coast line, beaches and reef, Granite Island, the conservation parks, the Bluff and the farm lands and trails passing through. A table in Appendix F reviews all the issues, market opportunities and recommended actions to take advantage of the opportunities and counter the negative trends. While the global industry of Australia is on a fast growing trend, the city of Victor Harbor is experiencing a slowdown in the industry competitiveness and destination attractiveness. To
52 Government of South Australia. DEWNR. [En ligne]. Disponible sur :
Conclusion part 2
A destination should often reassess its tourism offerings in order to make sure the offerings are still what the tourist is seeking in a holiday destination, as it is unlikely that the desires have not changed. At the same time, the question of which products/services are selling well and those that are not should be identified. Facing increasingly tight resources and budgets, businesses as well as local governments are soon overwhelmed with the job of marketing. The need to take advantage of new market opportunities often results in a "scatter-gun approach of marketing actions", leading to a poor measurement capacity for returns on investment. Preparing a clear marketing plan will allow for assessments on consumers demands and trends, competitiveness of the industry environment, and the ability to suit the offerings to a market place in movement. It is important to identify what the destination offers and what sets it apart from its competitors. By doing this, it is easier to understand what benefit the customers have by coming to the local destination and not the competitor, and vice versa, what makes them prefer the competitive destination. The marketing actions can then focus on explaining why choosing this destination benefits the customers, persuade and educate the customer. Experience shows that all dimensions of a territorial project (economic, social and spatial) are not always taken into account in an equal manner. A territorial project should be manifested under the shape of a systemic process; aiming to unite knowledge, know-how, skills, desires and so forth, with a transversal work between the local scale and a more global scale. The recommendations given to the City of Victor Harbor understand the functions of a local government within the scope of control, authority and role to engage a process of balanced development through nature based tourism.
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PART 3
RECOMMENDATIONS AND STRATEGIC
DEVELOMENT PROPOSAL: TEN YEARS OF
ACTIONS TO REGAIN TRUST,
COMPETITIVENESS AND IMMEDIATE ACTION
TO RAISE ENVIRONMENTAL AWARENESS
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Introduction part 3
The inventory phase brought attention to numerous issues regarding the insufficiency of attractions and the range to satisfy the targets for a long break. Granted customers are not always here forever, it imposes to have ongoing and sustainable efforts, not only to assert itself as an attractive destination but also to maintain the flow of tourists on the territory. It implies to study the concurrence to deploy a strategy that will make the destination stand out from the competition. The current situation of tourism in Victor Harbor requires a restructuration of the industry and a planning process bringing the attraction up to the modern standards of the visitor demand.
Due to the urgency of changing the situation, recommendations for immediate actions are proposed, thus mainly in order to show the willingness of the Council to support and encourage new development of tourism; indeed facing a loss of trust from the community. Recommendations and strategic orientations for mid and long term aim to engage a process of redevelopment, restructuration and diversification of the tourist industry in order to bring the city into a process of economic sustainability. Taking into account the notion of sustainability in an economic project such as tourism requires an alternative thinking. The approach of sustainability applied to tourism represents one of the founding elements of tourism as development leverage. Three hypotheses will be the subject of the last chapter, providing arguments for possible scenarios depending on the implementation of actions other than those recommended. Ecotourism is maintained within these actions; however doesn’t only appear under the shape of products showing ecotourism banners. The entire process of implementing the strategy is recommended to take place within ecotourism participative governance ideal. This part will also show the relationship between ecotourism, sustainability and competitiveness and such as a conclusion of the field work.
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CHAPTER 1: A CROSS ANALYSIS BETWEEN VICTOR HARBOR’S TOURISM INDUSTRY AND MARKET OPPORTUNITIES: RECOMMENDATIONS TO CREATE A FAVORABLE ECONOMIC ENVIRONMENT FOR BETTER INDUSTRY COMPETITIVENESS
Introduction
After the inventory of the natural sites with tourism potential, the review of the offer and demand of the nature based tourism industry in Victor Harbor, the analysis of the result in parallel of the global market opportunity, adapted and relevant opportunities for tourism development locally profitable were highlighted. From large infrastructure on a long term vision, still deserving feasibility study and environmental assessment, to small scale products with the advantage of being possibly developed on a short term basis, this range of opportunities fall into a beneficial partnering organisation with local community, enterprises, and State Government.
1. Highlight on opportunities
The opportunities highlighted result from a cross analysis of natural assets and market trends. It is recommended to find high quality experiences that will increase consumer satisfaction, repeat visitations and word of mouth marketing.
1.1. Cruising
The Implementation of the marina would allow for the diversification of tourism products. It would allow businesses to start up with products such as fishing trips, boating tours, sailing lessons, water skiing, cruising and more. The marina would help with increasing the number of family and international visitors as well as attracting the target of the luxury market.
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“Case studies of marina developments indicate that not only do property values increase with the development of a marina but, new developments are also attracted to the area and the presence of a marina is used as a positive marketing tool promising certain lifestyle affirmations. Income from development levies will be a positive cash-flow to the council.” 53
The absence of a marina is a strong barrier for the creation of new tourism businesses. Also the publicity brought by the decision and construction of the marina would be a strong factor for a better notoriety as well as a competitiveness asset for Victor Harbor. It would also keep visitors in Victor Harbor instead of making them go to neighbouring towns where more attractions are available.
“Australia’s 356 marinas are very significant and resilient economic and employment hubs contributing to economic development in a number of ways. These include economic activity, direct employment, leasing space to other businesses, providing business opportunities to many private contractors, and payments to government in the form of taxes and lease fees.”54
A marina will create immediate economic benefits for the region and the community as its presence will call upon a wide range of input requirements including small businesses, supply opportunities and government. It is a positive opportunity to develop long lasting regional infrastructure. With a combination of capitalisation and other investment injection it will provide an opportunity to create large amounts of jobs and employment multiplier effects of sourcing goods and services during construction.
“The direct economic impact of the cruise shipping industry includes the output, jobs, income and value added created by operator expenditure, crew expenditure whilst at port and passenger expenditure whilst at base and
transit ports, and pre- and post-cruise”55.
53 Neil Cramer BBS (prep) Proposal for a marina development at Skerries harbour. [En ligne]. Disponible sur:
In order to service the marina population and boats, new business will arrive. This will further raise income rates and income for the council when more businesses are created.
Figure 14 - Cruise passenger per state
Cruise Down Under56
The benefits for the tourism industry are: - Creation of a vibrant tourist destination which will increase visitation, length of visitation and expenditure. Such development can attract tourists from the boating community as well as other tourists who enjoy being around boats; - creation of commercial and recreational employment for Victor Harbor and the region; - providing facilities to complement the marine eco-tourism industry and water based tourism industry.
The Marina Industry Association “believes Australian marinas are making a valuable and sustainable economic and employment contribution that needs to be more fully understood and acknowledged. Marinas can play an even more significant role to assist the economy and local employment if they are
56 Cruise Down Under. Economic Impact Assessment of the Cruise Shipping Industry in Australia 2012-13. Executive Summary. September 2013. [En ligne]. Disponible sur:
appropriately acknowledged in government plans and policies as valuable and sustainable drivers of economic and employment activity”57
The benefits for the community will be lasting over decades and generations. This capital injection is a rare opportunity to create value as economic development relies on triggers for successful implementation. The national economic impacts of the cruise industry in the financial year 2011-12 shows a 48% increase from the previous year, going from $941.1 million to total expenditure of $1.39 billion. Total wage incomes are of $508.9 million which is a 52 per cent increase from 2010-11. Employment impacts are of 6,234 for full time equivalent positions, including 3,648 direct positions and 2,586 indirect positions. This was a 53 per cent increase from 2010-11.
South Australia is far behind other states but has the capacity to take opportunity from the success of the cruise industry. In his report, Deloitte says: “Our port infrastructure needs to be upgraded to support the world’s biggest cruise liners”58. With a marina, Victor Harbor can be the main ship port of the Fleurieu Peninsula Region. High demand exists in Victor Harbor for a wide range of water related activities. When the resource of a marina becomes available it extends the benefits and opportunities for local businesses, mostly during the quieter season. Marine activities become year round: sailing, motor boating, sea trips, diving, kayaking and others become easier to provide as a business and to practice as a tourist.
1.2. Unusual and environmentally friendly accommodation
Unusual lodging or eco friendly accommodation is an attraction in itself. It becomes the travel purpose instead of being only a necessity for a night stay trip. It is still a niche market but is growing in popularity. It can be developed on land,
57 Marina Industry Association. Significant Economic and Employment Impact. [En ligne]. Disponible sur:
Waitpinga is a potential area for the development of farm stay or unusual lodging. Intrastate, interstate and international travellers can be interested by this unusual lodging as it adds an extra touch to make the best of precious holiday time. This kind of unusual lodging has a high economic impact and low environmental impact from construction to running methods. Travellers have also become more conscious of minimising the negative impact of tourism on the environment. In addition it isn’t a hard product to market; its uniqueness makes it appealing.
“The term ‘glamping’ has grown to encompass all things luxury in the world of camping. This trend has grown at a phenomenal rate as owners realise that they can pretty much convert or build anything and turn it into a marketable glamping break. Think yurts, tipis, tree houses, gypsy caravans and many more”59.
Victor Harbor’s natural environment is favourable for this type of product. It is a popular niche and growing market in Europe as well as Australia. However this accommodation will not be filled if Victor Harbor doesn’t create new attractions that make the visitors stay overnight instead of for a day trip.
1.3. Adventure and nature activities for children
Families are a loyal target of Victor Harbor; as the main target we can offer more attractive family and children activities. To maintain and support the existing market, a new product will increase their loyalty, their length of stay and attract new customers. Nature based activities for children increase the sensitivity
59 Need more rentals. What is Glamping?. [En ligne]. Disponible sur:
Indeed, there are: “Growing concerns about an emerging disconnect between people and their natural environments. Increasing urbanisation and the rise of sedentary, indoor pastimes (such as television, the Internet, and video games) have been linked to a reduction in informal, outdoor recreation, with potentially serious consequences for childhood development, mental and physical wellbeing, and environmental knowledge and concern. Many see this as a major challenge for biodiversity conservation if people no longer experience and know their natural environments”60
On the hand, children can be ambassadors to their families who can choose to come on holiday to the destination; and children can decide to return once they’ve reached adulthood and remember their childhood holidays. Programs that take place in some of the conservation park will offer them better visibility as it appears that the park passes aren’t easy to purchase.
There is a potential to develop a school holiday period program, such as:
- Bird watching and discovering in the conservation park + camping. There is a great potential for bird watching in the area; however there aren’t any tours, programs or packages yet; - nature survival adventure day. An adventure product dedicated to the children and to attract more visitors in the remote area of Victor Harbor; - walks in the bush and learn about wildlife habitat programs. The possibility of a work shop afterwards to make the children create and build their own nesting box; - day photo program: Education program on how to have the best capture, to recognise wildlife;
60 Balmford Andrew. A global perspective on trends in nature based tourism. [En ligne]. Disponible sur:
- a nature scavenger hunt. The Whale Centre might be interested in having packages with other children education programs. It is best to create some adult activities on the side so the parents also have something to do while their children are taking part in a program.
1.4. Adventure products for young internationals
Most international backpackers do not come to South Australia unless they are on a long period of working holiday; their main destinations are Queensland and New South Wales. Coastal and nature based experiences are strong motivations for travel. If Victor Harbor develops and promotes more adventure products and a vibrant coastal lifestyle it can drive more demand from this target that spends more and stays longer. According to the draft South Australia tourism plan the trend forecast for international visitors is to grow faster than interstate visitation with a 21% rise by 2020. The working holiday international visitor’s number increases every year in Australia. Despite the lower appeal of South Australia compared to other states, their number has increased by 15% from the year ending 2012 to the year ending 2013. The most recent official data (2012/13) from the Immigration department shows that three times as many backpacker’s visa from China were granted since 2008-09, 52 per cent from France, 29 per cent from Germany and 15 per cent from the UK.
Tourism Australia says that the international youth segment represents a quarter of international arrivals and contributes to nearly $12 billion per year in tourism spending. They are different from other international travellers: while older adult couples, seniors and families often plan their trip with holiday packages supplied in their country of origin, resulting in low expenditure in the visited destination, the youth segment is a day to day planner which makes them a higher expenditure market.
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Nature based tourism is a main factor in destination appeal for international backpackers. In 2012-13, nature based activity was undertaken by 3.7 million international visitors, which represents 63% of the total. In Positioning For Prosperity, Catching The Next Wave, Deloitte states: “Our forecasts have it growing 4% a year from now to 2033 – that is, more than doubling in size over the next two decades”61. Nature based tourism for international visitors have increased by 8.2% while overall tourism has increased by 5.1%. “International visitor numbers were up 8.9% and nights were up 8.1% on the previous year”62 in the Fleurieu Peninsula region.
Figure 15 - International visitors & nature based activities 2013
Source: Tourism and Transport Forum. Nature Based Tourism in Australia 2013.
“(…) forecast international visitation is projected to grow faster than interstate, with 21% growth in trips (45% growth in nominal expenditure) compared to interstate which will experience 12% growth in trips (33% growth in nominal expenditure)”63
61 Deloitte. Positioning for prosperity? Catching the Next Wave. Emailed by Vivienne Holloway on the 9-05- 2014 62 Fleurieu Peninsula Tourism Plan 2013-2014. Emailed by Miranda Lang on the 9-05-2014. 63 SATC. South Australian Tourism Plan 2015-2020. Draft for Stakeholders comments. 2014. [En ligne]. Disponible sur:
1.5. Leisure events during low season and outdoor attractions
South Australia is known as the festival state. Many visitors plan their trips according to the dates of events. Visitors are most likely to plan a trip to eventful and active destinations. The study on estimating the economic impact of festivals and events from CRC Sustainable tourism also state that:
“They not only bring in new visitors, they also help to keep visitors in the region longer. This shows the importance of measuring not just the economic impact of those that come specifically for the event, but also those that didn’t and stayed longer because of the event”
Events are a strong purpose for visitation. They are effective to drive demand and grow visitation to promote Victor Harbor as a year round destination. An outdoor attraction will consequently attract more visitors and boost the vibrancy of the area from the Main Street to the Causeway. The map below shows the area where a temporary concert stage could be installed, on the side of the existing grass picnic/BBQ area.
Figure 16 - Map of the potential areas for removable stages and events
Source : City of Victor Harbor, modified for illustrative purposes by Sandrine Vertigan
Music events, for example, are appealing for a wide range of targets; Australian families, young couples, seniors and international travellers. It can be an iconic focal point for visitors. Festivals and events can also be held in the conservation park, land that deserves more visibility and promotion to the public. Events and
119 festivals help to revitalise rural areas and local economies. They are appealing for locals and visitors alike.
“Many visitors already plan their holidays to South Australia specifically around these events. (…) While growing the size and number of events the challenge is to encourage visitors to stay longer and add more touring options, which ultimately leads to greater visitor expenditure in South Australia (…) also create reasons to visit across the whole year and strengthen the quieter seasons”64.
They succeed in drawing people to the region off the peak season period which contributes to injecting extra revenues. Events encourage visitors to visit or visit more often and to stay longer. They bring exposure to the destination that will benefit not only during the festival period but as well the remaining time of the year. Indeed, “The extra attention gained by the host region as a direct result of the event/festival could well reap far greater economic rewards in the future as a result of increased exposure”65. Tourism-focused events with outdoor experiences and/or education motivate visitors as well as local communities. Modern tourists, interested in natural environment and environmental issues, are driven by healthy physical activities – often more drawn by the experience than in the destination itself. Research conducted by CRC suggests that events where tourists participate have higher expenditure than when they are spectators. “Event and festival tourism is one of the fastest growing forms of tourism“66 according to CRC Sustainable tourism.
64 SATC. South Australian Tourism Plan 2015-2020. Draft for Stakeholders comments. 2014. [En ligne]. Disponible sur:
1.6. Marine Observatory to be developed
An infrastructure underwater to watch the incredible marine life can only be an appealing driving force for more visitors. It is a rare opportunity for visitors to have a close up look at the marine life. Well planned, this is a perfect opportunity for eco-tourism, through information and education about marine life, danger and value. It would also allow marine scientific research and educational visits from Adelaide universities.
“Ecotourism should inform tourists about what's needed to sustain the environment they're visiting, and should also help local populations understand the importance and value of their home. (It) can also help foster a sense of environmental stewardship by encouraging travellers to be mindful of wasting resources and polluting the environment.”67.
On the model of the Busselton Underwater Observatory but with its own design, a marine observatory can attract hundreds of thousands of tourists (the one in Busselton has brought more than 350 000 visitors since opening in 2003). As a famous destination for whale watching, this infrastructure - unique in South Australia - would bring more visitors every year and increase the competitiveness of Victor Harbor. The idea would be to build this natural aquarium around Granite Island. As already a popular destination but lacking in attractions, this type of infrastructure would renew the attractiveness and notoriety of the island and of the city.
1.7. Cycling
A study regarding cycling in South Australia undertaken by CRC Sustainable Tourism shows that respondents to the survey who had been on a cycling holiday in South Australia, 57% rated their trip satisfaction as “about the same’ as other destinations, 35% felt their experience was better than other destinations and the remaining indicated that it was worse. The features
67 Marine Bio Conservation Society. Sustainable Tourism. [En ligne]. Disponible sur:
The Report from CRC notes that cycle tourism has great potential in Australia, in particular for regional and rural Australia. “Cycling and cycle tourism is undergoing growth worldwide providing a niche market opportunity for destinations to leverage this more sustainable tourism product”68. It is a growing niche market with the potential of providing a range of economic, social and environmental benefits. The Santos Tour Down Under generating $45.9 million for the State economy in 2014 which was a great success for the State.
The City has put effort into the Encounter Bikeway track and should advertise Victor Harbor a little more as a cycling destination. It would be beneficial to add attractions of historical and environmental history along the way. The scenic view offered by the trails is a great advantage and strength for its success. However it should be extended further than the Bluff and continue to Waitpinga as cycle trails can provide revenues to remote areas. Waitpinga has great potential for development due to its unique natural environment and growing tourism businesses. The study shows that cycle tourists are likely on average to spend more than $2000 on their trip and on average $130 per night.
“(…) domestic cycle tourists are very active travellers, with strong destination familiarity, more likely to camp or stay with friends and relatives and more likely to travel intrastate for an average of 16 days. An estimate based on their spending is made of approximately $213 million per annum.”69
68 CRC Sustainable Tourism. Cycle Tourism and South Australia Destination marketing. 2008 [En ligne]. Disponible sur:
In addition, cycle tourism promotes local businesses, reduces economic leakage and promotes soft travel ways as it is more environmentally sensitive. It also has been noted that cycle visitors tend to choose more environmentally friendly accommodation when available.
2. Key recommendations
The following recommendations were suggested to the Council in order to take advantage of the opportunities and resolve the issues. They aim to make Victor Harbor a more sustainable and efficient destination for a better life condition for locals, businesses and offer a better experience for visitors.
2.1. Cooperation and network
2.1.1. Nature Based Advisory Committee
It is urgent for Victor Harbor to encourage new product development but private investors might feel threatened by the difficulty to start up a business. The council should provide a better environment for business to start up “It took us a long time to get approval from the council. That was a bit frustrating.”70 One of the interviewed farmers who runs a B&B and wishes to implement a camp ground on his land as some clients asked for it, showed his concern about the opinion of the council: “To me the council should be happy for people who want to do things, to bring people to the area”71. The council must be supportive and advisory to potential businesses. There is a significant need for tourism attraction businesses and it is recommended for the council to call for projects. . Potential businesses will sense the efforts of the council striving to make the process easier. Promotion and support to new businesses is essential (“To make it easier is to help us, encourage people to do things and if we suggest something, we want to put out our money not their
70 Interview with stakeholder Mr. X, on the 7-05-14. 71 Interview with stakeholder Mr. Y, on the 14-05-14. 123 money, give us a green light, and tell us to go ahead”72) as well as information in regards to legal compliance, technical capabilities and management capabilities. To do so it is important to raise awareness among the community and potentially starting businesses regarding the council’s strategic context and industry context.
It is recommended for the council to create a Tourism Advisory Committee to inform the community and businesses on the council’s wishes for business orientations and on business advice and funding opportunities they can benefit from (such as Enterprise Connect who offers comprehensive advice and support or The SA Tourism Commission's Destination Development Group who “can offer support for eligible projects in the form of planning assistance, advice on product development and help with getting the product into the tourism distribution network”). To do so, it would be beneficial to organise meetings between the public, the Economic Development and Tourism Department and the Planning Department as it can be confusing for potential project developers to understand the process of giving a proposal and getting approved from the council and state government. The council, as the responsible party of the tourism organisation, needs to control the risks and understand the assets coming from the tourism supply of the territory. The difficulties to recommend solutions and actions are quite diminished when evaluation research is conducted. The necessity and the difficulties to federate local parties, to convince them to dialogue requires the local decision makers to give a legitimate message. The role of local government in tourism destinations is to support, facilitate, and help build the potential of the local tourism industry and help it be sustainable. In a highly competitive and changing market place, tourism products cannot be static.
72 Interview with stakeholder Mr. Y, on the 13-05-14. 124
2.1.2. Ask State government to review and amend the Tourism Development Plan to facilitate businesses to start nature based tourism
As all tourism development is non compliant in the South Mount Lofty Ranges Primary Production Area, enterprises that are trying to get a nature based product started encounter barriers when trying to get approval. Even if the project is approved by the council it can still be refused by the State Government if it doesn’t comply with the State Development Plan. Nature is highlighted as one of the seven Key Australian Experiences by Tourism Australia. State Government has every reason to follow National industry advice and campaigns. The state tourism strategy is contradictory with the assets in the territory and overlooks the potential of nature based tourism. The council needs an amendment to pursue its development as it feels that nature based tourism is a priority to succeed to its sustainable development goal. The present recommendations and strategic plan cannot be coherent if there are so many barriers from State Government to realise the proposed action plan. A comment from a stakeholder illustrate the incoherence and frustration: “What’s the point of having a beautiful land if it’s not to share it”73
2.1.3. Work with Marine Parks to host the Marine Interpretative / Observatory Centre
Marine Parks is interested in developing an interpretative marine centre in the south of the State however hasn’t planned it yet or decided where it would be implemented. This is a great opportunity for Victor Harbor to regain appeal and competitiveness. As the Mayor wishes to create an underwater observatory, a collaborative project between the council and the Marine Park would be financially advantageous for both parties. Such a product is highly regarded and beneficial for sustainable development. Interpretation can be used efficiently to manage nature based tourism, promote eco-tourism, reduce the impact on natural
73Interview with stakeholder Mr. X, on the 7-05-14. 125 environment and raise awareness of the public regarding biodiversity conservation and value.
2.1.4. Work with State government to ensure change and improve Granite Island
One of the main challenges for Victor Harbor is to maintain the quality of attractions offered to visitors. The decline of attractiveness of Granite Island is a threat to the competitiveness of the region that relies a lot on the Horse Dawn Tram and the penguin’s attraction on the island. If the council does not try to improve the condition of tourism on the island as an urgent matter, the loss of attractiveness might be difficult to reverse. A local resident shared: “We have a train that goes to nowhere really”74. As Granite Island is a State Government zone in the Marine Park zoning, it would be beneficial to work with both institutions to come to a common agreement on the tourism and development opportunities. The Council will need to seek and lobby State Government support to ensure the development of adequate facilities, infrastructure and management on Granite Island to ensure the well-being of the community, environment and the local tourism and business sector.
2.2. Promotion and branding
2.2.1. Increase promotion, branding and exposure of nature based tourism products to get better visibility of products and attractions
The website needs to be developed and improved to show the public the experiences possible in Victor Harbor. An unappealing and incomplete website isn’t a proper tool to entice visitors. The internet is the main source of information and an efficient reducer to the supply chain as modern tourists often purchase products and services from the supplier (to change when having a look at the new website). In progress: New website soon to be developed with online booking system. Additional signage at the doors of the city can make people decide to stop,
74 Interview with Ms P, coordinator of the South Australian Whale Centre, on the 8-05-14. 126 instead of passing by. The council also needs to work with travel books and magazines such as the Lonely Planet and the Australian Travellers Magazine. It also seems that there is a lack of visibility of the natural attraction in Victor Harbor. As shown in the current state part of the report, Victor Harbor has a great diversity of natural heritage that is not exploited. A nature based tourism or adventure guide would give more visibility. “As far as tourism goes, what we need is for the council to promote”75. An online nature based tourism guide wouldn’t be a large investment but a highly efficient promotional tool. “What the council needs to do is to pick up a brand, other small towns have big crow fish whatever something that people see, what they are known for, Victor Harbor has whales, well, were is the big whale?”76
2.2.2. Think large: Nature based tourism can’t solve everything
Nature based tourism is one of the reasons Australia is famous, the diversity of natural assets is a strong appealing factor to domestic and international targets. However, nature cannot be exclusively a source of profit as visitors appreciate the free aspect of enjoying natural environment.
“Maximise your location. Think about the experiences you have in your backyard and promote them in your brochures and marketing material e.g. spectacular views and scenery, historic building, heritage trails, World Heritage listed area, bushwalks, regional produce markets, wineries, restaurants etc”77
According to the competitiveness factor survey A survey and analysis of the impact of competitiveness attributes by Geoffrey I. Crouch on behalf of Sustainable Tourism CRC, the three primary attributes are Physiography and Climate, Culture and History and Tourism Superstructure which represents the quantity and the quality of products, services, recreational facilities and infrastructure. It is the global
75 Interview with stakeholder Mr. Y, on the 14-05-14. 76 Interview with stakeholder Mr. Y, on the 14-05-14. 77 Tourism Australia. Boosting your bottom line Volume 2. Toolkit. [En ligne] Disponible sur : http://www.tourism.australia.com/industry-advice/boosting-your-bottom-line.aspx. (Consulté le 21- 05-2014) 127 experience given by nature contemplation with facilities and events available around it that will appeal to and satisfy visitors. This is why other products and services, non nature related, will increase length of stay, expenditure and therefore economic income to the region.
“Holiday time is precious - many needs must be met. Experiences are only inviting if they meet the needs of the entire travel party. As such, experiences need to be promoted in the context of what else is available - accommodation, transport, food, shopping, other experiences, etc78
The council should promote Victor Harbor as a nature and coastal destination but also enhance new attractions and products to create that economic growth.
2.2.3. Improve the image of the town
It is recommended to improve innovation in open space design and amenities in order to facilitate connectivity and vibrancy and to support / promote the natural environment. Giving attention to the experiential qualities of destinations redefines the personality of a region. One of the stakeholders compared Victor Harbor with neighbouring towns: “You look at Goolwa; it is different while Victor Harbor doesn’t have a personality, or it has one but is not very nice. It doesn’t feel as welcoming as Port Elliot”79. When destination competitiveness is at stake it is recommended to review design and branding through settlement. It is a determinant for well-being of the community, as it influences natural environment, built environment, activity, local economy and lifestyle. “You look at Port Elliot, it’s historical and beautiful and you look at Victor Harbor and it doesn’t look very appealing”80.
78 Tourism and Transport Forum Australia. Natural Tourism Partnership Action Plan: Creating effective public-private partnerships for natural tourism and conservation in Australian Parks. [En ligne] Disponible sur : http://www.ttf.org.au/Content/ntpi07.aspx. (Consulté le 21-05-2014). 79 Interview with Ms P, coordinator of the South Australian Whale Centre, on the 8-05-14. 80 Interview with Ms P, coordinator of the South Australian Whale Centre, on the 8-05-14. 128
2.3. Nature based experiences
2.3.1. Support activities for children
Families are the main target of Victor Harbor but meet a small range of activities for their children. They are a loyal target of Victor Harbor; as the main target we should offer better diversity and more attractive family and children activities. A quote from a stakeholder shows the lack of attractions for children: “Apart from Greenhills there is nothing down here for kids. It’s sad; once that goes, you tell me what is in Victor Harbor for young ones?”81 There are opportunities for children’s activities to be developed, to maintain and support the existing market, to increase their loyalty, their length of stay and attract new customers. Nature based activities for children increase the sensitivity, education of children towards the natural environment and its value; through experiencing and learning. It is a great way to teach children about the need for sustainability and awareness of the environment. On the other hand, children can be ambassadors to their families who can choose to come on holiday to the destination; and children can then decide to come back once they’ve reached adult age and remember of their childhood holidays.
2.3.2. Provide appropriate resources to the Whale Centre (to improve and develop more education and interpretation programs and events)
The Whale Centre is the other main attraction of Victor Harbor with Granite Island. The lack of staff and resources doesn’t optimise the potential of the Whale Centre. The staff have many ideas for projects and new programs but are unable to develop them every time and funding is often an issue. The whales are the only attraction in winter and a more diverse program and events range during the whale season would increase visitation and vibrancy during the quiet months of May and June. More events such as the Whale Time Playtime festival, perhaps with a larger exposure would raise the competitiveness of Victor Harbor as a whale watching destination.
81 Interview with stakeholder Mr. Y, on the 14-05-14. 129
2.3.3. Manage coastal land.
Before creating water based, coastal or any outdoor activities and experiences it is necessary to sustainably manage the coastal land and enhance a weed control plan. It would be great to create a dedicated area for piling up the sea weed and to keep clear another area attractive for swimming and sun bathing. The beach is a great advantage but as a coastal city the current condition feeds with a negative image and draw people away from Victor Harbor. “Sometimes it actually stinks” or “I don’t swim at that beach, I go to Port Elliot”82. The coastal condition is a main factor for holiday satisfaction; the condition of Victor’s beaches is the reason for the loss of visitors to Alexandrina council. The loss of competitiveness of Victor Harbor over Port Elliot and Middleton is a great threat for the future of the industry.
2.3.4. Improve and promote trails
South Australia has great coastal land but is not a famous coastal destination compared to other states. As it is recommended to improve coastal land, it is also recommended to propose planning for inland areas in order to offer a better diversity and choice of experiences to visitors and help the development of these areas somewhat left out from the tourist industry. The trails of Hindmarsh and Inman Valley should be promoted more and become key tourism experiences. They should be extended further to cross Hindmarsh Tiers, Mount Jagged, etc and should be promoted as journeys. It is recommended to open discussions with farms and use an inventory of heritage or cultural sites of these areas to develop itineraries. To foster appreciation of trails, their benefits and values, it is preferable to connect trails, communities, organizations, people, centres of activity, and businesses. Farmers and other locals could be interested in opening B&Bs, cafes or camp grounds for trekkers.
82 Interview with Ms P, coordinator of the South Australian Whale Centre, on the 8-05-14. 130
2.4. Other experiences
2.4.1. Increase events to grow visitation during low tourism season
The South Australian Tourism Draft Plan recognises the value of events to drive visitation. South Australia is already well known for its numerous festivals and events. People from all over Australia and internationally visit South Australia during high exposure events. Victor Harbor should encourage and support new events, in particular during off peak periods “I think an event over a weekend, something, would draw people here. During August/September the Main Street is dead, it’s when you see all the shops are down and that’s sad.”83; as well as helping give better exposure to the existing and regular events. The city can host events in the heart of the town and in remote areas that also need to benefit from tourism and events. “The Council just thinks that because we are a beach location we don’t need events in summer people will just come but if you had concert on or whatever it would create a livelier atmosphere”84.
2.4.2. Develop leisure and recreational infrastructure and facilities.
The lack of facilities and recreational tourist attractions can dissuade people from visiting the destination, from repeat visitation or can push them to competiting destinations. Some of the infrastructures are old or inappropriate to satisfy the demand “To me the boat ramp near the Bluff is not good enough; it should never have been built that small for the amount of traffic”85. A couple of amenities on the beach such as a jump pontoon in water can increase enjoyment of tourists (it seems from the budget draft that a pontoon is planned); which could make then increase their length of stay and therefore their expenditure. Such investments also help maintain young residents in the region. Similarly for the Bluff, it is recommended to add some facility, such as a telescope to watch the Whales.
83 Interview with Ms P, coordinator of the South Australian Whale Centre, on the 8-05-14. 84 Interview with Ms P, coordinator of the South Australian Whale Centre, on the 8-05-14. 85 Interview with Ms P, coordinator of the South Australian Whale Centre, on the 8-05-14. 131
Conclusion
The development of new small nature based attractions and tourism products will contribute to increasing the number of tourists; however cannot resolve every issue. Victor Harbor needs a large infrastructure or a large product to re-launch the tourism industry. Such large investment and its publicity will significantly increase the notoriety and competitiveness of Victor Harbor, the number of visitors, their length of stay and expenditure; as well as increase the direct and indirect output on local economy. The development of new nature based experiences would be a strong asset for Victor Harbor. It seems that most visitors aren’t willing to spend much money on activities. This is why more free of charge experiences will increase the tourism offer and the notoriety of Victor Harbor which could draw visitors to increase their length of stay and help sustain every business that benefits from the tourism industry. Victor Harbor has the asset of having a notoriety linked to its name. It should take advantage of its name but not rely on it. It is a challenge to maintain and strengthen ones competitiveness. The competitiveness comes with the experience given and felt by visitors; that experience is the result of the quality of all products, services and facilities available to the tourist, however not only related to tourism. As a transversal industry tourism competitiveness doesn’t rely on tourism products and services only. The principal stake of a conflict is on the one hand; the sense of belonging of the resources of the territory, and on the other hand; the will for participative governance. Populations wish to be able to choose their development, the projects and actions created for it (Gagnon 2010 p. 51).
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CHAPTER 2: DEVELOPMENT PLAN FOR NATURE BASED TOURISM STRATEGY: REGAINING COMPETITIVENESS THROUGH NEW EXPERIENCES AS A DRIVING FORCE TOWARD ECONOMIC DEVELOPMENT
Introduction
This plan provides foundations for: - A flourishing and profitable tourism industry as it is a core element of the Victor Harbor economy; - providing jobs, contributing to the growth of strong, sustainable, vibrant community and supporting cultural, social and environmental outcomes in addition to the economic incomes; - a wide seasonal appeal, a competitive experience, strong word to mouth and investment in coherent products for the identified target markets; - a strong understanding of the competitive advantages and wide range of experiences for the consumers; - the stakeholders have a clear understanding of their role and connections with each other for a collaborative approach.
1. Stakes and objectives for nature based tourism development
This strategy is set in the context of the economic situation of Victor Harbor, noting the budget and the resources of the council. With awareness of time and cost of implementing development actions, it is to be regarded on a long term basis.
1.1. Positioning and tourism strategy
The present strategy provides development advice to the council in relation to the outlined current state, opportunities and recommendations regarding nature based tourism.
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1.1.1. Stakes of nature based tourism in Victor Harbor
Nature based tourism provides value to the natural heritage of the area. In sustainable manners, tourism contributes to the conservation of natural heritage and assets. Victor Harbor’s tourism industry is primarily based on natural and cultural features; however, experience a stagnation of visitation and has few nature based activity providers. To keep the appealing factor it is necessary to develop and maintain a viable and strong tourism industry for the benefit of local communities. There are strong challenges for the city, for its economic development and local industry.
1.1.2. General objectives
Two main objectives build the basis for the strategy. First of all, it aims to maintain and regain high competitiveness and image and in second it aims to develop and increase economic outcomes through new experiences
1.1.3. Targets
The strategy is directed to two target categories. On the one hand, there are the institutional targets that are the South Australian State government, South Australian Marine Parks and South Australian National Parks. On the other hand there is interest in the commercial targets, which are South Australian families, Victorian and New South Wales families, seniors groups, children and school groups and international travellers, mostly from the United Kingdom, other European Nations, Asia and the United States of America.
1.1.4. Positioning choice
The strategy recommends Victor Harbor to promote its positioning as an incredible and diverse natural environment, as a destination for outdoor and adventure experiences, and the availability of attractions for everyone; families, couples of all ages and backpackers.
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1.2. Strategic Orientations
The strategy contains four main orientations, which are further explained by means, reasons and then actions:
- Partner, because collaboration is strength; - Appeal, because we want more to come, and all year round; - Welcome, because we want them to enjoy their stay; - Share, because we want them to return back and talk about us.
1.2.1. Partner
The orientation calling for partnering only focuses on the three institutional bodies previously identified as targets. Partnering will be effective by collaborating with State Government in order to coordinate strategies and achieve policy coherence and to simplify the project proposal process; with the Marine Park, in order to build a relationship for the future marine project investment and to understand the stakes of marine environment conservation and tourism; with National Park, in order to find common interest for the development of Granite Island and to create an ongoing engagement.
1.2.2. Appeal
The second orientation referred as appeal will start by organising offer networks in order to collectively pursue shared interests or resolve issues, make it easier for enterprises to get started, develop their products and regain and help them build partnerships between them and create packages. The second mean is the increasing and improving of the promotion in order to increase the appeal of the destination via the appeal of the website, increase the visibility of the offering and attractions and to give an easy access to purchase when people are planning their trips. The appeal orientation will be completed by spreading a strong and attractive image in order to brand as a nature based experience destination and brand as a coastal lifestyle.
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1.2.3. Welcome
The third orientation is to welcome, successfully possible by; increasing and improving transportation facilities in order to make it easier to come to Victor Harbor and offer a choice of transportation; by increasing the quantity of experiences in order to make them stay longer and make them spend more; by increasing the quality of the experiences in order to make them come back, encouraging the good word of mouth and to encourage conservation and appreciation of the natural environment.
1.2.4. Share
The last orientation that appeals to share will be processed by opening to all targets in order to increase visitation of the current target and to increase visitation of the potential targets; by increasing conviviality with sport and festival events all year round for locals, neighbours and travellers in order to increase all year round visitation and to increase the vibrancy of the city; and by making them spread the word making them ambassadors for the destination. The table in Appendix G contains the detailed key actions, complementary actions when necessary, with whom the council needs to be partnering with to successfully implement the action, the measurement indicators and the time frame within which it should be finalised.
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Figure 17 - Strategic orientations to achieve goals
Partner
Maintain and regain high competitiveness and image Share Develop and increase Appeal economic outcomes through new experiences
Welcome
Source: Creation by Sandrine Vertigan
1.3. Implementation methods: working together
The recommended Implementation method is to be working together. Roles have been attributed to the Victor Harbor City Council, to the State Government, to the Visitor Information Centre and to the businesses. The Victor Harbor City Council has the role to participate and encourage collective work processes; to promote the image and ameliorate the promotional tools; to invest in infrastructures that are in the interest of all; to manage the community assets. The State Government is encouraged to consider the amendment of the South Australian Tourism Strategy to include nature based tourism as a priority. The Visitor Information Centre’s role is to promote the new products and events to be developed. Finally, the businesses are welcome to participate to collective meetings and committees, to include Victor Harbor’s brand and image in their business promotion tools and to engage a sustainable development process and seek accreditation.
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2. Conclusion of the assessment: Ecotourism as an opportunity but not a solution to resolve the lack of competitiveness
Ecotourism essentially depends on the attitudes of local governments. It often happens that regions with rich natural attractions and nature based tourism remain poor in comparison to other destinations. Ecotourism can become a true asset to enhance a reconversion of the tourist industry; however too fragile to grow as a solution on its own.
2.1. The close relationship between competitiveness and sustainability
Tourism began in Australia in the period following the Second World War and has continued to grow. Changes in society, caused by the aftermath of the war, in the economical, political, social and technological progress brought the possibility for financially successful people to travel (Richie et Crouch, 2000). Looking at the history of the last six decades, as well as the current situation, the future of the tourism industry seems promising and full of possibilities. In addition to projects for space tourism, there is an increasing demand for unconventional destinations and new experiences. The destination makes the experience, which brings us to the topic of competition. The choice of destination highly relies on the image, attractiveness and promise of available experiences. In a competitive environment, it is easy for tourist destinations to have declining or expanding market share movements. Competition escalates in many sectors: Major events tourism, festivals and culture, nature based tourism, business travel, etc. The trend shows that many destinations are moving away from focusing on only short term economic outcomes, and instead building strategies around tourism development and marketing with a vision and concern for the long term impact on the area, and a focus on sustainable development. Planners in these places understand that to remain competitive in the long term, development must be sustainable. The figure n°18 below is a representation of the system of relation between ecotourism, sustainability, attractiveness and competitiveness, within a tourist destination; in this case Victor Harbor is the model.
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Figure 18 - Sustainable competitiveness through ecotourism
Source: Creation by Sandrine Vertigan
The strategies must “create an environment within which tourism can flourish in an adaptive sustainable manner” (Richie et Crouch, 2000), an environment in which the participation of the community is a sine qua non condition to a viable and sustainable future of the tourism industry. Tourism Policy - which is defined as a “set of regulations, rules, guidelines, directives, and development/promotion objectives and strategies that provide a framework within which the collective and individual decisions directly affecting tourism development and the daily activities within a destination are taken” (Richie et Crouch, 2000) – must take into consideration the global environment of the economic market, including the region’s surrounding destinations. The project, despite the change it implies, can be a source of development for the territory. Opening an area to tourism, land settlement and sharing the space can cause rejection and frustration for the hosting communities. This is why decisions around the implementation of a project have to include the 139 local communities who will then be more receptive to tourism. Their participation depends on the interest they see in it, whether individual or collective, as well as their inclusion in the project. They have to see proof of a win-win return. Participative governance implies accepting sharing the power of decisions, making and taking into account the opinion of the local community. To be able to manage the project, it is necessary to enhance an organization of actors. Communication between actors and stakeholders has to be ongoing because a network cannot be efficient without dialogue and stakeholders organization.
2.2. Ecotourism relies on the support and pro activity of the tourism industry and policy makers: the requirements of a supportive policy planner
The degree of motivation of stakeholders is important for a significant participation. Gagnon (2006, p.84) highlights three conditions: the commitment of the community, the share of decision power, and a network organisation. The policy planner has a large role in encouraging and proving its support to the existing and potential tourism business. He has to offer insight on the market conditions, the potentiality for tourism development in compliance with the state, regional and local orientation. A destination does not evolve alone; it exists in a competitive environment with the global industry, including both private and public tourism sectors, in organising a network that will work together with a vision of future development. Tourism planning comes often in response to environmental degradation issues caused by tourism activity. Tourism is an explosive industry, often growing quickly without any control or regulation. The incidence of “laissez-faire” attitudes toward development is now a threat for tourism based on natural resources. For a better coordination, for the well being of the inhabitants of the host territory as well as the preservation of natural resources, tourism and development have to be planned together in strategies as early in the process as possible that commit to a sustainable development. The weaknesses of the current situation won’t be solved if the council doesn’t recognize its role in lobbying and providing open discussion with State
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Government Departments and agencies. The large number of barriers and the red tape surrounding tourism development comes in part from a segment of the population resistant to change or look to the , including some on the council, but also from some State Government legislation that views tourism as unimportant, and nature based tourism as a negligible market. So many initiatives, a majority being linked to eco-tourism cannot be finalised due to these barriers. It is the role of the council to discuss with all parties involved in policy decisions in order to facilitate the development of tourism initiatives. This is the first issue to be addressed. The next chapter, exploring three hypotheses, will show the conditions necessary for a successful process of local development, first assuming for the moment that these first barriers are diminished.
Conclusion
The strategic priorities were identified to triggers a lasting growth, visitation and job creation in all areas of the Victor Harbor City Council. The set of actions define the efforts to be coordinated and the elements on which the resources should be focused. Victor Harbor is not alone in seeking to make tourism a driver of economic growth. Holding a market share is not given and calls for ongoing efforts. The study undertaken during the assessment shows that Victor Harbor’s tourism industry has the potential to achieve more than it currently is. Reaching the potential requires share gains of the demand that is driven to competitive destinations, as much the low yield day tripper from intrastate as the higher yield interstate and international travellers. . Marketing and promotional strategies are essential; in particular for coastal destinations that drive a positive image of quality of life and environment, landscapes, natural and cultural heritage, but also a negative image such as a lack of dynamism or old station86. Many choose to visit coastal areas for their holidays, but many also choose to live there.
86 L’attractivité Touristique Comme Levier De Dynamisation Économique Des Territoires De Montagne. [en ligne] Disponible sur :
CHAPTER 3: CHECKING HYPOTHESES REGARDING ECOTOURISM POSSIBILITIES IN VICTOR HARBOR
Introduction
Planning for current and future development is a real challenge for a territory and its community. Ensuring the continued success of a territory requires dealing with change and identifying and responding to trends. How does one ensure the continued vitality of a region’s economy? How to create a fair heritage and cultural policy in respect to local developments? What is the balance between break, continuity, between tradition and modernity87?
This chapter explores three assumptions:
- Victor Harbor is well suited for the development of agritourism and tourism products in remote areas; assumption related to three observations during the assessment. First, the Council wishes to develop the fringe of the territory, second, the farmers want to create tourism products to complement their farming activity, and third, the incapacity to do so is due to the Primary Production Protected Areas Development Plan stating tourism as a non compliant activity. This first hypothesis will analyse the potential for increasing the visitation numbers in Victor Harbor through the development of agritourism. - Private innovation in nature based leisure would allow the territory be more competitive; assumption related to the lack of enterprises in comparison to neighboring towns, the behavior of the Council, its role in seeking destination competitiveness, and how innovation and entrepreneurship may sustain the destination. - The development of nature based tourism oriented toward a non consumptive approach can promote the natural environment and reduce the dependence on
87 Mariannick Jadé, Docteur en Muséologies. Extrait « Un patrimoine culturel en constante expansion, l’enjeu éthique de la préservation », Préservation du patrimoine culturel et engagement citoyen, Association Ethno- Logique, janvier 2013. [en ligne] Disponible sur :
1. The development of agritourism and tourism products in remote areas can grow visitation in Victor Harbor
Many destinations are choosing to restructure their tourism industry around environmentally friendly tourism, also called ecotourism. Territories are starting to see natural resource alteration as an important issue, with opportunities to offer experiences that reduce the negative impact of traditional tourism and capturing the growing demand for green tourism88. Eco tourists don’t represent a large share of the tourist community yet, but their segment is growing. There is an opportunity for tourist destinations to increase visitation and revenues by adopting and marketing their vision as a sustainable destination.
1.1. Eco tourism: a linkage between tourism and agriculture?
Proux L. shows that in Québec for example, tourism adds a value to the existing activities by contributing to their diversification, to local dynamism, to collective and individual enrichment and to the promotion and maintenance of the natural and cultural environment. Indeed, tourism allows the existing enterprises to develop other activities that, in addition to their profitability, contribute to the significant increase in employment, job training and skills acquisition, such as in the case of agricultural enterprises that open to agro tourism through the creation of tourism activities on top of their initial production activity, thus creating jobs. In Victor Harbor the relation between tourism and agriculture seems to be reversed.
88 BROCK Auerbach-Lynn. Sustainable competitiveness : finding strategic competitiveness in environmental sustainability. [En ligne] Disponible sur :
Tourism in Victor Harbor is mainly coastal and marine and has been since it began in the city (19th century), while agrotourism is new and struggles to increase its market share. Development of tourism products on agricultural land benefits overall tourism in Victor Harbor. One of them, the Quad Bike Farm, which provides bike tours, recently received a large amount of new bookings due to its success with a marketing and promotional campaign. Located thirteen kilometers away from the city of Victor Harbor, the owner recommends his clients take the time to visit the city. This is why it was recommended to the Council to facilitate the development of such initiative, as different tourist attractions can complement each other and ultimately add to the market share of all tourism activity in an extended area. Ecotourism is announced by the quality of the destination and the relation that the tourist wants to have with it, which is authenticity and responsibility (Gagnon, 2006, p. 377). Ecotourism rejects the environmentally harmful practices of mass tourism but as in any business activity it must remain profitable. It tries to respond to a market while respecting the principle of responsible and sustainable tourism.
Ecotourism customers are interested in nature, for example hiking trails in a forest or rural land, or through the discovering of traditional cultures, for example visiting a village and meeting inhabitants. They are looking to get back in touch with nature, which is why they enjoy going to a farm or a farm B&B, to be around animals and eat local farmed food. But not all farmers have the capacity to effectively market their product, to build it sustainably, or to understand the market and its demand.
1.2. The similarity between tourist demand for agritourism and ecotourism
Close to nature tourism is an experience in travelling while remaining conscious of one’s responsibility to protect natural areas and landscapes where the tourism organisation depends on the area’s developmental needs, the willingness of the eco friendly tourist to minimize negative impacts on the social, cultural and 144 economic environment. Agritourism is related to close to nature tourism as it highlight the authentic natural and cultural features of the visited area. The modern trends show that visitors are expecting more quality in term of offer, that their need goes from the service offer to the experience offer with soft tourism, respectful of the environment and socially sustainable where the authenticity of the offer is important89. In contrast to the mass tourist, the eco tourist is willing to adapt to the local condition, culture, customs and is not as demanding when it comes to lodging. Eco tourists are usually not looking for sophisticated infrastructures and services as much as other tourists, but more for intact biodiversity and wildlife experience.
While Victor Harbor hasn’t received any significant increases in the yearly number of tourists for about a decade, and currently sees a majority of day trip visitors, it urgently needs the creation of new attractions to increase visitation and length of stay, in order to improve the local economy. The increasing demand for rural tourism is usually accepted by the rural community, who often face a difficult economic situation. It might be tempting for these inhabitants to slowly let go of their stagnating traditional activities to work in the more lucrative tourism industry. However, interviews conducted with the different country side stakeholders explain that the traditional farming activity is part of the complete product, the experience of their visitors. Also, the second income comes as a complement as it is not enough to be a substitute.
One of the challenges that tourism faces is to satisfy the new expectations from visitors and the growing need for close to nature and authentic tourism. Agritourism which is especially linked to nature and authentic experiences is well positioned to address these trends and challenges. However there are many difficulties to fulfilling this potential.
89 Agrotourisme. Attentes de l’agriculture et du tourisme. [En ligne] Disponible sur :
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1.3. Protected areas, attractive lands for the tourist but subject to limited access
Protected areas are an interesting topic that can help explain the complex relationship between tourism and conservation. Some of these protected spaces have extreme measures limiting or forbidding access to nature and any activities. These protected areas, created to protect and maintain biodiversity, attract more and more urban visitors in quest of evasion, natural and recreational practices. Sometimes, tourism development is encouraged as it can offer a response to the agricultural crisis in rural remote areas (GAGNON, 2006, p.173). Between the complete prohibtion of access or activity and the allowance of tourism development, it is difficult to find the balance that will ensure the protection of the environment while permitting the development of tourism. Which arbitration should be done between economic activities and conservation? How is it possible to allow access to natural zones while preserving them? Is ecotourism a response?
As detailed above, South Australia is divided twelve areas, Adelaide and Mt Lofty Range being one region, in which Victor Harbor is included. The Mount Lofty Range Primary Production Protected Area Development Plan forbids any tourism activities in the rural areas of the Victor Harbor Council boundaries. This restriction leads to the frustration of the rural community who wish to develop tourism to complement their meager income from farming. Left out of the benefit of the tourism industry in the City of Victor Harbor, the rural areas wish to create their own tourism, in the shape of agritourism. The solution to keep the “primary production protected areas” in a state of conservation would be to allow some low impact tourism activity in some areas to offer a range of possibility of development for the famers without asking the Mount Lofty to agree to consumptive tourism. Instead of proclaiming tourism as a non compliant development in protected areas, tourism could be divided into categories, allowing the lowest impact activities to be permitted with regulation and oversight. If we follow the recommendations of the world congress in 2003 on the subject of Parks, ecotourism is turning tourism into an instrument of conservation while improving the quality of life of the local communities (Gagnon, 2006, p. 179). 146
In other words, sustainable tourism could be better than compliant if it respects and preserves natural, cultural and social resources on a long term basis and contributes in a positive manner to fair economic development and to the satisfaction of the people living, working or visiting these areas. It can be a regulatory framework authorizing ecotourism development with all the sustainable principles attached to it. By amending the primary production protected area development plan, the local and state government can adopt a pro active process by seeking to accompany the tourism activity, through a control of the tourism flow, a control of the accommodation and leisure activities and by participating in the development of ecotourism products in partnership with private and public stakeholders.
Therefore the Council has a role to play in supporting, encouraging and advising the community as they wish to develop tourism. This is even more true for nature based tourism, when the product relies on natural resources, there are regulations and limitations as to what can be done with respect to the environment and protecting those resources. The council has the capacity to conduct environmental studies, market studies and so on, in order to be actively involved in protecting the interests of everyone involved. Collectively building a strategy for nature based tourism development and ultimately communicating a framework to accommodate stakeholders will result in an adapted development allowing the city of Victor Harbor to benefit from an increased tourism.
2. Private innovation in nature based leisure would allow the territory to regain in competitiveness
Innovation is a key factor of competitiveness, for territories as much as enterprises, to the point of being promoted as a major strategic element of public and private policies (Corneloup et Mao, 2010, p. 101). The question raising here is to understand the relationship between innovation, competitiveness and local sustainable development.
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2.1. The relationship between attractiveness and competitiveness: the role of innovation to link one to the other
For our purposes, attractiveness can be defined as the capacity to attract visitors, with activities related to a territory’s resources, without over using them and in consideration of the quality of life of its population90. If attractiveness and sustainable development might seem opposed, they must have a relationship concerning the quality of life and socio economical dynamism within locally affected communities. Any local development policy should ensure social and environmental long term well being to increase attractiveness and bring new residents and enterprises. It allows for the construction of a sustainably attractive tourism environment without neglecting criteria of performance such as the quality of life, the well being of the population, access to facilities and services, and the culture of innovation and efficient governance. Attractiveness cannot depend only on the economy and the enterprises. A sustainable attractiveness allows the territory to not only preserves the granted investments but also to ensure a sustaining attractiveness thanks to the implemented innovative activities and the dynamism they create. In summary, it is not about evaluating the social and environmental dimensions as external factors to the economy and attractiveness but as pieces of a whole that would constitute a territory’s attractiveness. Attractiveness is clearly linked to the problem of sustainable development.
Coastal competitiveness may depend on the way that natural resources are controlled and managed, on the pricing policy of the activities, on the creativity and innovation, on the landscaping of the territory and the quality of the ecotourism product. Ecotourism can respond to the concern of sustainability in different ways. First, it is used as a tool for environmental conservation, through
90 Comité scientifique de la montage. L’attractivité Touristique Comme Levier De Dynamisation Économique Des Territoires De Montagne. [en ligne] Disponible sur :
148 the promotion of a responsible travel or through the awareness raised in the visitor experience. Second, in a competitive market, the creation of responsible or ethical tourism products - that fits in the ecotourism category is gaining in popularity - can give a competitive advantage to the destination. Maintaining the competitiveness is viable for the economic development of the destination as it is leverage in order to bring more investments, employment and income. Ecotourism, as it should, involves the local community in the decision making process and management of the tourism industry, and increase the well being of the population. The livelihood of a territory can result from successful tourism management through an appealing destination that will attract not only tourists but also new residents, willing to participate in the life of such society.
2.2. Conflict of opinion as a lack of initiative to maintain competitiveness
The perception of the population in terms of tourism acceptance cannot be disregarded. In the case of Victor Harbor, the population seems to be evenly divided. The divergence of opinions is mostly visible on age demographic rather than any other factor. On one side, there are the retirees, who would like to keep their territory as it is with just a few tourists. On the other hand there are the active shares of the population who seek to expend their incomes both in term of quantity as well as quality, the quality being referred as all year round. The paradox is that the current retirees settled in what use to be their holiday houses in Victor Harbor, as they were once loyal tourists of the destination. So there are the retirees, the working residents, and ultimately the tourists to please. The opposing opinions within the population as well as between the people and the local government are one of the main causes to the current crisis, division which actually brought the council to put in place a pro passivity strategy that is most likely the cause of the loss of competitiveness. This is regrettable as Victor Harbor has so many exceptional assets, with a possibility to open the door to a intelligently managed tourism development. With such natural and environmental heritage, as well as cultural and historical, there is potential for
149 alternative and varied tourism, if only it was promoted. From the sources collected from entrepreneurs, it seems as if values promoted by a social system would positively influence the creation of enterprises (Gagnon, 2006, p. 238). It would promote the personal characteristics of the entrepreneurs (individualism, need for achievement, etc.) who appreciate the success and accept the failure, who encourage diversity and not uniformity, who sees change as a natural evolution, therefore they are turned towards innovation (Belley, 1994, p.32, extracted and translated from Gagnon, 2006).
2.3. A range of tool to provide a favourable context for entrepreneurship
Many authors (Shapero et Sokol 1982, Belley 1994, Pascal, 1995; Greffe, 1996 among others) insist that the recognition of tourism as a significant income source for the local economical by political actors is a sine qua none condition to the launch and the success of tourism development of a region (Gagnon, 2006, p.239). The success also depends on the professionalization of the tourism sector, the investment and reinvestment, the technical assistance to the creation of tourism enterprises, the availability of local economical support.
The positive perception from the community of Victor Harbor towards entrepreneurship lead us to think that if they were supported, financially and politically, they would create more enterprises. As ecotourism relies on a several small businesses, it would be easier for the local community to support the creation of such enterprises, more than enterprises in need of larger investments (Gagnon, 2006, p.258). The results of the poll also highlight the pride of the community towards their natural environment and a will to share it with tourists, expressed by one of the interrogated stakeholder “What is the point of having a beautiful land if it’s not to share it?”
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One of the recommendations given to the council was to create an Advisory committee for business willing to start up locally. It appears that the lack of nature based experience business results from the issues small start up business encounter. It was therefore recommended to the council to provide legal advice and support to those seeking information and help regarding the process and legal requirements for the creation of a nature based enterprise. A national survey shows that there were three main issues for nature based tourism business. One of them elates to the start up process and the difficulties to understand the requirements for licensing and permits due to the lack of advice: “It seems that sourcing advice was based on luck and, even when advice was found, the general nature of the information did little to clarify issues”91. The second one regards the small business management capacities. Due to the lack of knowledge on the market, they have difficulties conducting feasibility studies and market research; they suffer from limited understanding of risks. These business seek advice regarding the nature based tourism environment, spending time and effort looking to get better knowledge of the industry’s stakeholders: “ Assistance is needed to help intenders gain a ‘bigger picture’ view of the support environment and tourism industry”20. Only a few tools are available to start up tour operation, to access information and support, resulting in risk of failure and potential damages to the environment.
While tourism investment, so much public as private, is an essential stake facing the inadequacy or aging of some infrastructures, the four season approach is strategic to improve the return on investment out of season. It is a matter of adapting the offer to the market evolution, to conquest new visitors and to make others want to come back. Overtaking the conventional offer logic, with massive projects, should be taken into consideration as it does not always meets the expectation of the demand while many initiative and local offers that already exist
91 CRC Tourism. Examining The Critical Success Factors Of Small Operators Entry To The Nature-Based Tourism. 2006. [En ligne]. Disponible sur:
151 could be empowered. This movement can exploit some niche market and take advantage of existing tourism and natural resources. Accommodation for instance can be widely diversified, in particular with the popular new trend of unusual accommodation. This necessity to readapt with the changes of contexts or expectation reveals the difficulties to regain activity and communication between local stakeholders and calls for a local engineering bringing capacity of expertise and of collaboration. The role of local government is to animate the communication, which is often difficult due to the lack of sufficient human resources.
Beyond the capacity to quantitatively and qualitatively attract tourists on a territory, it is important to cross the indicators (night stay, capacity of accommodation, notoriety…) and to look for interaction with other forms of attractiveness (economic, migratory…). Tourism attractiveness is a powerful leverage for innovation and change, susceptible to bring a new dynamic into local and regional economical development. There can be virtuous circle from the effect of innovation through competitiveness and productivity. But hyper activity can also lead to a vicious circle with important impact such as environmental degradation, raise in estate cost, closure of enterprises, sociological issues coming from negative perceptions of the territory and conflicts of use.
In terms of public policies, an ecotourism project can satisfy the requirements of a sustainable development only if it protects the longevity of the resource, while keeping the public aware and involved (Gagnon, 2006, p. 56). Reconciliation can only be the result of a successful negotiation between the different stakeholders with the unified purpose of instituting a balance between everyone’s interests through the identification of different values that provide a means to implement a sustainable development. Innovate doesn’t only consist of wanting to put a new product on the market. It also means to participate to a process of change for the social use with an active intervention of the concerned
152 public (Corneloup et Mao, 2010, p. 298). The success of an innovation relies on the validity of the implemented choices along the process of analysing opportunities and adding the product on the market.
3. The development of nature based tourism oriented toward a non consumptive approach can promote the natural environment and reduce the seasonality: the example of an interpretive itinerary for whale watching.
Throughout the world, concern for dangerous environmental impact and global warming has raised public interest for sustainable practices in tourism such as ecotourism, including whale watching. Today, what appears to be responsible whale watching is a form of enjoyment that promotes conservation efforts, in addition to research funding, as well as educational and interpretive programs about these marine mammals. Zeppel and Muloin highlighted the need for further research regarding the educational aspect of marine wildlife tourism. The question that deserves further examination is whether or not tourist knowledge, conservation attitude and lifestyle change are increasing with it. The objective of this chapter is to see if conservation message can be accepted through interpretive non consumptive nature based product. As a winter attraction, an assumption is made regarding the interpretive itinerary as being able to further promote the experience of whale watching and increase visitation during these quiet months.
3.1. An interpretive nature based tourism product to raise awareness of the public in regards to the conservation needs.
The wish to communicate is one thing; the other is to find the best and most relevant communication means. The public already receives a large quantity of information, overcrowded with messages calling for a sustainable future. Interpretation is a means of communicating ideas and feelings which help people enrich
153 their understanding and appreciation of the world and their role within it92. This chapter will try to demonstrate how interpretation can affect the behavior of tourists.
3.1.1. The education and interpretation of the natural environment: a product made for the eco-tourist or to make an eco-tourist?
It is suggested that an eco-tourist is concerned for their personal development, fulfilment and self-education. This grows paired with the number of nature based tourism offers and related interpretive programs for marine ecotourism (Zeppel and Muloin 2008). To ensure the best future of itineraries under an ecotourism banner, it is necessary to regard the education and social impact it has. A 2007 Dominican Republic survey showed that 77% of tourists are less likely to visit a country that practices whaling and 88% are more likely to visit a country that supports the conservation of whales and dolphins93. It is recognised that whale watching raises the appreciation and protection through the experience and interaction with the whales. The encounter experience encourages changes in attitude towards long term conservation of wildlife in their natural habitat. As focuses on aesthetic appreciation with the visual experience, it supports and maintains an educational aspect; thus whale watching appears to fall within ecotourism. It is difficult to categorise these activities, the ecotourism aspect of them in fact depends not only of the attitude of the tourist but as well the attitude of the operator or the local government that regulates the activity. Standardised guidelines, educational programs and interpretation included in the global whale watching industry within a territory might change attitudes and raise awareness in regards to the necessary conservation, eventually turning the nature of the industry toward a sustainable future. This is what the South Australian Whale Centre is aiming to achieve. The South Australian Whale centre is the largest Whale focused marine interpretive centre in South Australia. It focuses on
92 Australian Government, Department of the environment. Glossary. [En ligne] Disponible sur: http://www.environment.gov.au/node/19329. (Consulté le 26-08-2014). 93 Whale watching as ecotourism. Cosmopolitan Civil Societies Journal, Vol 6, No.1, 2014. . [En ligne] Disponible sur: http://epress.lib.uts.edu.au/journals/index.php/mcs/article/view/3714. (Consulté le 15-07- 2014). 154 education, conservation and tourism with operational objectives to promote sustainable whale watching; deliver programs to engage and educate the community on marine issues and deliver an innovative ecotourism attraction. The creation of ten interpretive signs aims to increase awareness on the life the water hosts; connect visitors to whales and other marine species; build and increase community stewardship and promote responsible whale watching. This interpretive signage presents the perfect opportunity to promote the value of responsible whale watching in order to ensure that this increasingly popular activity does not create adverse impacts.
3.1.2. Conservation of the marine habitat and ongoing controversies of a non consumptive nature based tourism as being harmless
Whale watching is an approach of marine based ecotourism that provides resources for ongoing research, promotes conservation and awareness of the marine environment and is an efficient tool for sustainability and profit when properly managed. Despite the whale watching industry being viewed as a considerable, conservative and educational activity, there are growing concerns about the potential damage it might be causing. Potential of existing impacts of the coastal and marine conservation values of Victor Harbor have been identified: coastal land use, marine pollution, recreational impact and the impact of whale watching and marine activities, as well as use conflicts from different groups. Regarding whale watching, the visitor flow in winter, attracted by the opportunity of seeing whales, has brought concerns for the pressures on the environmental values of the region that could become more severe. These effects include physical damages on fragile dunes, attacks on seabirds, noise disturbance to marine life from boats, plastic litter and so on. It is a growing question for policy and planning makers, scientists and the tourism industry to determine the real impact of whale watching and the conditions that make it detrimental to the marine animals, and the best solution to protect them (Simmonds et al. 2007).
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“While governments continue to debate the future of whaling, the bottom line is increasingly clear: Responsible whale watching is the most sustainable, environmentally‐friendly and economically beneficial ‘use ‘ of whales in the 21st century” (O’Connor et al. 2009, p. 9).
Some issues have to be addressed and a common solution is to provide information to the participants through whom they can understand the impact of their behaviour on whales and their environment. Field studies on tourist behaviour showed that the experience of encounters with marine wildlife seems to drive pro environmental attitudes as much during the experience as later on with engagements towards conservation actions94. Communicate, inform and raise awareness to the public seems to be the solution for a large scale spreading of the conservation message. There has been a transition between whaling (whale hunting) and whale watching. Today whale watching is considered as ecotourism and a responsible ‘use’ for whales as it is reconised by some as “an acceptable for of benign exploitation” (Gillepsie, 2003, p.408). Whale watching also includes more tactile experiences such as swimming with dolphins. This tourism product has been criticised as it falls more within the category of adventure tourism, but the appreciation of people towards these creatures fosters use that can be sustainable.
3.2. A seasonal attraction in low season: how to market a not well know attraction in the unappealing climate of winter?
Some studies have looked into the factors for visitor satisfaction with whale watching. The study from Foxlee in 2001 showed that these factors were the number of whales, their distance from shore or boat, their behaviour, the available information regarding marine life and the style in which the information was given.
94 Zeppel, Heather, and Muloin, Sue (2008) Conservation and education benefits of interpretation on marine wildlife tours. Tourism in Marine Environments, 5 (2-3). pp. 215-227. [En ligne] Disponible sur:
3.2.1. The itinerary project: educate and involve the public for a better community engagement and promotion to gain visitation
One of the distinctions between nature-based tourism and ecotourism is the difference between “traditional tour operators and principled ecotourism operators”, while the first does not show commitment to the preservation of the natural areas, the second works in partnership with protected areas, community and institutional groups and local populations, hoping to improve the understanding between residents and visitors on the subject of long term protection. There is an opportunity to provide additional education around the whale watching industry through interpretive programs, commercial tours or signage along the coast. The educational content can not only inform people about whales, but also about their habitat, global environmental value and concerns affecting the ocean. Commercial boating tour providers can take people close to whales and other marine animals, and educate their customers on sustainable practices for long term environmental, economic and social benefits of whale watching. The positive image of supporting animal welfare through ecotourism has the potential to increase the number of whale watching tourists, a crucial activity for some territories such as Victor Harbor as it is the unique tourism attraction in low season.
A territory is attractive not only because it has natural and build advantages, but also because it is able to provide a dynamic future with projects, and therefore a sustainable attractiveness. In addition, a territory aiming for a sustainable attractiveness needs to draw and maintain the population and enterprises as attractiveness also depends on the appropriation of the territory by the local actors. Community engagement is crucial for such interpretive projects. By utilising local knowledge through various environmental organisations, businesses, government departments, council staff and schools, the involvement in natural resource management becomes a community project.
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3.2.2. When residents flee the cold
Despite the global trade of whale watching tourism, it is generally a community level sector. Visitors with the purpose watching whales support local economy, not only through the purchase of tour tickets, but also through the associated travel expenses, accommodation, food and souvenirs. Local communities benefit from whale watching because of the incomes and the jobs it creates, but also from the sense of cultural pride that becomes part of their identity, and becomes a foster for appreciation of their natural environment. One of the issues with Victor Harbor; however, is the lack of dynamism in winter, not only because only few visitors come, but because the residents flee the unappealing climate of the Victor Harbor winter. Visitors come for a short break, only one or two days. The City does not offer sufficient attractions in the winter months. Nature based activities besides whale watching are quasi nonexistent, the Horse Tram cannot run permanently due to severe weather condition, and businesses such as cafes, restaurant and bars are closed or only open short hours. This makes it difficult to attract more tourists when the city itself becomes quiet and residents leave. Creating a new sense of community engagement through an interpretive trail can be a tool to maintain the population on the territory. The economic value of whale watching is known by the population but further efforts need to be engaged to increase the benefits. Today, whale watching is a rapidly expanding industry in many countries and is worth billions of US dollars as it attracts millions of tourists per year. For some developing countries it can be a sustainable income through ecotourism. When properly managed and regulated, it can be a memorable experience for the visitors while keeping a safe and undisturbed environment. It represents an important contribution to many economies that live in a competitive worldwide tourism industry. In addition to the economic benefits, it provides social and educational benefits; and increases appreciation and awareness of wildlife in their natural environment95.
95 UK Department for Environment, Food and Rural Affairs. Protecting Whales, A Global Responsibility. [En ligne] Disponible sur: http://archive.defra.gov.uk/wildlife-pets/wildlife/protect/whales/factsheet.htm>. (Consulté le 12-07-2014) 158
Natural sites are more and more the object of interpretive itineraries. The objectives of this type of educational land settlement are to give value to a piece of heritage, to make a site or a city more attractive or to enhance local development. Remarkable aspects of the natural environment deserve to be highlighted and presented along a walking track. Natural heritage interpretation is a global process of communication and awareness and a tool to value the natural heritage. The objectives of interpretation are to make people know, understand heritage, welcome visitors and implicate them. By talking about this heritage, it contributes to raising awareness regarding environmental conservation. It can also help regulate and improve the safety of visitors’ flows. Whale watching is an approach of marine based ecotourism that provides resources for ongoing research, promotes conservation and awareness of the marine environment and is an efficient tool for sustainability and profit when properly managed.
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Conclusion
Through this last chapter it was demonstrated that farms running a tourism business in complement of their agricultural production has not only the development advantages for these rural areas but also the potential to increase visitation in Victor Harbor due to the promotion of the region when marketing their products. An overview of the protected areas showed that over protection can slow down the development of remote areas and therefore should be managed with different zoning of protection and levels of compliancy for tourism activities. The second hypothesis is not verified as, even if innovation and entrepreneurship is indeed an efficient tool for regaining competitiveness, the absence of assistance and complementarily with public investment makes private innovations, first of all, difficult to get started and, second of all, difficult to survive in a non favourable global environment. The third assumption has verified the leverage of interpretive trails for the conservation of the natural heritage with the example of an Environmental Whale trail. The value awareness and the promotion of the attraction can grow visitation in low season; however, a strong community involvement is required to complement the attraction in quiet months.
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Conclusion part 3
For ecotourism to become a solution, or at least a moderating element of conflicts, there is a need for all involved parties, such as environmental community groups, local governments and the tourism industry, to show good will and exchange correct information. They have to be aware of all stakes of ecotourism and of its advantages, inconveniences and limits. Sustainable tourism or ecotourism can be developed only by respecting simple economic criteria: be profitable. Ecotourism can be particularly interesting for small enterprises as the types of products offered require an in depth preparation and a low failure. The industry growth requires a more collaborative approach and an empowered leadership from local governments. While new opportunities will help tourism development, the existing experiences and investments need to be improved to foster the industry quality in a short term frame with a maintained appeal of the current customer demand. A collaborative and integrated work between private and public stakeholders is required to foster the needed changes in the tourism industry. Nature conservationists need to understand that excluding tourism is impossible and not opportune. Impossible because the pressures and expectations are too great, inopportune because it is well understood tourism is a source of wealth for the local population and can constitute the best form of environmental education.
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Main conclusion
Ecotourism has been developed as much in proximity tourism as in international tourism. It took its origin with growing urbanisation, the envy or necessity to to get back in touch with nature for urban populations and the general interest with ecology since the 70’s. Ecotourism unites all forms of tourism close to nature, in which the main motivation of the tourist is to observe and appreciate nature and the traditional cultures of these natural areas. It includes a form of education and interpretation. There are limited negative impacts on the environment and it favours the protection of nature. Indeed, it provides economic advantages to host communities, to organisations dedicated to the preservation of nature; creates jobs and sources of revenue for local populations; increases public awareness, as much the residents as the tourists, toward the necessity to preserve the natural and cultural assets. Some authors speak of the “virtuous model” when there is a true link between the conservation of biodiversity and the economical opportunities for the communities.
One of the principles of ecotourism is to respond to the need of local communities, to take into account their well being and their life condition. One of the main issues that were highlighted in the audit study was related to the frustration of the local community facing too many barriers to develop tourism products. Farmers, for example, wish to extend their farming activities to eco tourism in order to complement their income. The local government seemed to want the development of eco tourism but paradoxically maintain the red tape around tourism initiatives, contrary to the local community’s wishes. Local communities need to be associated with the planning and management of eco- tourism projects, in accordance to their opinions, values and aptitudes. Eco tourism should become a project of territory, of local development thought for the community. The results from the consultation of stakeholders during the audit showed the gap between the wishes and vision of the local community and the vision of the council. An eco-tourism project cannot be successful when the local government’s decisions and planning are not reflecting the levels of competence, 162 skill or the capacity that the community possesses to utilise in order to enhance this development. It appears that tourism activity should be used as a local development tool within objectives that pursue the improvement of the quality of life of the community, and not exclusively as market nature. In this context, the active local participation, either citizen, entrepreneurial or institutional is an essential condition for the development of a sense of belonging, of willingness to welcome the tourist and for the success of the tourism site. This development is oriented toward activities that valorise an identity, inspired by a historical conscience but founded from a natural and cultural heritage. For the success of the tourism activity this heritage is open to the residents as much as the tourists, through an appropriate landscape, facilitating the interactions between the two groups. It is based on reciprocity, conviviality and communication, privileging an alternative tourism where social and environmental values are predominant over the economic incomes. As for the tourist, there are possible measures that can be implemented, first; to encourage awareness towards the social norms, the environment, and second; to encourage long and repeated visits based on the implication of the tourist.
A territory is attractive not only because it has natural and build advantages, but also because it is able to give them a dynamic and a project for the future, and therefore a sustainable attractiveness. In addition, a territory aiming for a sustainable attractiveness needs to draw and maintain the population and enterprises, as attractiveness also depends on the appropriation of the territory by the local actors. A territory builds it competitiveness through the attractiveness of residents, business, investors and tourists. A main element resulting from this study is the role of the local government to build a favourable socio-economic and political context for all parties to see the values of the territory. Local governments, unlike individuals, have the capacity to open negotiation and find a consensus between States and local levels of governance. A coordination of efforts and planning strategies here is the first step to improve the situation in Victor Harbor, without which; barriers to industry growth, low appeal and drops in visitation
163 will not be resolved. We can now say that ecotourism is an opportune entry point and an appropriate objective for a development framework for all stakeholders, and of course based on cultural and natural conservation benefits; however, ecotourism cannot commence without discussions between governments and all stakeholders. The City of Victor Harbor was seeking to transform nature based tourism to ecotourism; but somehow left out the cultural aspects of ecotourism. The territory has a rich history, from the Aborigine culture to the European settlement; the destination should also begin a strategic development for cultural tourism. The sustainability of the tourism development cannot rely only on nature based tourism. Ecotourism is an efficient tool for a better industry of both nature based and culture based tourism.
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Bibliographie
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Articles
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SATC. South Australian Tourism Plan 2009-2014. Echange d’emails avec Vivienne Holoway.
Mémoires et thèses
STOKES Robyn L.. Inter-organisational relationship for events tourism strategy making in Australian states and territories. Thèse Griffith University, School of Tourism and Hotel management. 2003.
TESTARD Amandine. Stratégie de développement touristique et territoire rural : le cas du Cœur de Gascogne. Sous la direction de Driss Boumeggouti, Université Toulouse le Mirail, ISTHIA, 2013.
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Appendix table
Appendix A – Encounter Marine Park Zoning…………………………….. p.170 Appendix B – Natural attraction of Victor Harbor………………………… p. 171 Appendix C – Nature based tourism products and providers…………… p.173 Appendix D – Number of suppliers within the City of Victor Harbor compared to neighbors town………………………………………………… p.174
Appendix E – SWOT……………………………………………………………. p.175 Appendix F – Priorities for the development of nature based tourism…… p.181 Appendix G – Strategic actions ………………………………………………. p.182 Appendix H – Summary in French…………………………………………………… p.186
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Appendix A - Encounter Marine Park zoning
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Appendix B - Natural attraction of Victor Harbor
Natural Heritage Location
Hindmarsh River Rivers Inman River
Hindmarsh Falls Falls
Cliff The Bluff
Kings Beach Inman River Beach Beaches Rosetta Head
Surfing beaches Parsons Beach Waitpinga Beach
Lakes Encounter Lakes
Granite Island Wright Island West Island Islands Seal Island
Launch at the Bluff boat ramp Reef towards Wright Island
315 all together Parks and Gardens Kent reserve Encounter Bay Recreation Reserve Mount Breckan Sports and Recreation reserve Cootamundra Reserve Warland reserve Barker reserve Soldiers Memorial Reserve Soldiers memorial Gardens Grosvenor Gardens Cliff Thorpe Reserve John Crompton Jnr. Reserve Encounter Wetlands Kleinigs Hill Lookout
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Nangawooka Flora reserve
Conservation parks Mount Billy Conservation Park Newland Head Conservation Park Spring Mount Conservation Park
Granite Island Kaiki Trail Trails Hindmarsh River walking trails: The Wagoon Trail The Paperbark Trail The Lagoon Trail The Wattle Trail The McCracken Trail
Hindmarsh Falls trail Heysen Trail Bikeway
Fishing spots Causeway Jetty Breakwater Granite Island The Bluff Jetty Hindmarsh and Inman Rivers Waitpinga and Parsons Beaches
Reef between The Bluff and Wright Scuba diving spots Island
Snorkelling spots From Kent Reserve From the Causeway Off the Bluff Jetty
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Appendix C – Nature based tourism products and providers
Enterprises Location Activities Activities location Coach touring, group motorcycle Victor Harbor, Goolwa, McLaren Vale Victor Tours Victor Harbor touring. Sightseeing, whale watching and Surroundings Encounter Water sport Encounter Bay Surfing, Stand up paddle boarding Encounter Bay
McCracken country club golf course McCracken Golfing, accommodation Victor Harbor Victor Harbor Golf Club Victor Harbor Golfing Victor Harbor Adelaide Road (5km from Wildlife watching and feeding, BBQ Urimbirra Wildlife Experience Wildlife Park VH) and picnics Victor Harbor Cycle and Skate Victor Harbor Bike hire N/A Departing from Granite Boating, seals, whales and dolphins Seal Island Tour and around Granite The Big Duck Boat Tour Island watching Island Waggon Road, Victor Wall climbing, paddle boating, Greenhills Adventure Park Waggon Road, Victor Harbor Harbor golfing, biking, canoeing Waitpinga Farm Quad Bike Waitpinga Quad Bike tours Waitpinga Adventure Marine wildlife watching, education Whale Centre Victor Harbor tours
Penguins Centre Granite Island Wildlife watching Granite Island
Breakaway Farmstay Waitpinga Farm stay, animal feeding and caring Waitpinga
Victor Chauffeured Victor Harbor Whale watching tours Fleurieu Coastline
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Appendix D – Number of suppliers within the City of Victor Harbor compared to neighbors town
Number of suppliers in Number of suppliers in Victor Harbor council the area area Water activities Surfing 3 1 Fishing 1 0 Diving 1 0 Stand up paddle boarding 2 1 Kitesurfing 1 0 Boating 1 1 Canoeing 1 1 Swimming 0 0 Water wildlife watching 4 4 Wind surfing Total 14 8
Land activities Golfing 2 2 Land wildlife watching or feeding 2 2 Biking / cycling (hire) 1 1 Bush walking 0 0 Farmstay 1 1 Quad bike tours 1 1 Safaris 1 1 Total 8 8
Air activities Scenic Flight 1 1 Total 1 1 Total 23 17
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Appendix E - SWOT
STRENGTHS WEAKNESSES
Seasonality Seasonality - Strong natural assets and possibilities for nature based tourism - Strong seasonality. Low tourism activity between the end of Easter diversification to extend the tourism season holidays to October, except in July for the whale watching.
Providers Providers - One of the aspects of nature tourism is education and conservation, Victor - Most of the water sport providers are located outside of the Victor Harbor is doing well but can improve through the whale centre and Harbor Council area (Port Elliot, Middleton, Goolwa) and the sea through school programs and children tours. side condition in Victor Harbor is not attractive, resulting in the - There is a potential for bird watching. School programs and day tours for loss of tourists. adults could develop the market. - Only one boat tour is not sufficient for the demand. - The whale centre and Granite Island are the strong attractions of Victor - There are not enough tours to encourage visitors to extend their Harbor and seem vital, if improved, developed and better promoted stay to overnight or longer. (visual, IT, preserved) they can attract more tourists. - Granite Island is a major attraction and can generate more income if Accommodation and transport tourism products and experiences were developed. - Lack of diversified accommodation such unusual/eco lodging or backpackers. Promotion/Advertising/Information - The lack of transport between Adelaide and Victor Harbor is an - The visitor information centre is welcoming, friendly and is a strong asset issue and a stop factor for visitors coming to Victor Harbor. - Poor road maintenance in remote areas. Notoriety Victor Harbor has the advantage of being known and famous already. It is Promotion/Advertising/Information easier to increase visitation with a new product when the aforesaid product is - Not enough signage at the city doors created in a famous destination. - Not much information about Victor Harbor in the Lonely Planet. Only the Whale Centre, Granite Island and Encounter discovery Natural assets Centre. It shows the lack of available activities. - Spectacular landscapes and coastal scenery. - Nature based attractions are not promoted and advertised enough - The natural assets allow a diversity of activities: water, land and air - The lack of coastal lifestyle promotion and the only backpacker’s experiences. hostel located in Port Elliot. Lack of vibrant attraction in the city for 175
Visitor profile young travellers - Victor is a famous holiday destination for families. School groups are a - The Visitor Centre gives a lot of information and choice of activities valuable target. on the surroundings council areas; it increases the difficulty for local business to survive and for the local economy to grow around Other tourism. Unless other local VIC’s do the same for us? There is a - The Main street revitalising plan should improve it. need to focus on promoting local businesses without restraining - Good community / small town lifestyle / quality of life. the tourists in VH if they want to visit other places. The absence of online booking system is time consuming and usually involves calling operators.
Natural assets - Natural environment assets are unexploited. - Bird watching attraction isn't advertised enough in the destination promotion. - Lack of information regarding the conservation parks and lack of tours or any tourism product.
Visitor profile - A large number of families come for a day or two and doesn’t consume. The expenditure is very low. A large share of the visitors are from Adelaide, on of the challenge is to make them stay overnight when it is simple for them to come just one day.
Other - Condition of beaches. - Unattractive Main Street. Lack of vibrancy. - The economy is not growing due to the city becoming too much of a destination for retirees. - Victor Harbor does not maintain the historical assets or take opportunities over natural assets compete with neighbouring councils which draw the tourists over there instead of staying in Victor Harbor. 176
OPPORTUNITIES THREATS
Environment Environment - Actions such as improving the beach conditions and making a proper - The endangered wildlife and biodiversity including the penguin space for water activities can be a solution. community and all flora and fauna on the island. - Victor Harbor has the potential to value its environment and natural - As a coastal town close to the city of Adelaide, Victor Harbor heritage through nature based activities. becomes a residential town. More and more land is used for building residential areas. Transport - Coastal erosion. - The project of the Adventure Bus initiated by Luke can be profitable for tourism in Victor Harbor if the Council can financially help or encourage Transport and infrastructure a private party to develop their business of bus transportation. - The weak transport service between Adelaide and Victor Harbor. - The absence of a marina prevents new businesses to start up and Leisure Tourism Infrastructure from cruises to make stops in Victor Harbor. - In 2012–13, domestic and international visitors consumed $5.5 billion - The creation of the swimming pool will financially prevent further of arts and recreation services, and $1.6 billion in tourism GVA was investment in the coming years. generated96. Leisure tourism infrastructure provides the foundation for visitor engagement and activity while travelling in Australia. Domestic market - The swimming pool in project should increase local and tourist - The share of nights away from home by Australians on domestic satisfaction. trips has grown steadily.
Cruising market International market - Tourism Australia points out that the cruise industry is growing and as - Low appeal of South Australia to targets in the international market. It is the fifth ranked state for number of international a coastal city Victor Harbor can take advantage of the opportunity. The 2 large output of the cruising industry might pay off investments for the visitors . marina. Notoriety and competitiveness Accommodation - The image and notoriety of the city is at risk: from the population’s - Unusual lodging and eco lodging is a new and attractive niche market but perspective as well as the tourists’. needs advertising. The Heysen Trail could utilise some eco-friendly - The competitive appeal to visit is not high.
96 Tourism Research Australia. http://tra.gov.au/documents/Economic-Industry/Tourism_Investment_Monitor_Full_report_23042014_FINAL.pdf 177
accommodation a day apart or so. - The competitiveness and appeal of Alexandrina council. - The hostel in Port Elliot is the only backpackers in the region and as it has - Bad word of mouth and reviews regarding Granite island on Trip the monopoly prices remain high. A competitive hostel in Victor could Advisor. easily be filled with international and school groups. State legislation and strategies International market - The SA tourism plan overlooks nature based tourism which makes - The number of young international travellers to Australia continues to it unlikely for businesses to get approval. increase. In 2013, international visitor arrivals increased another 5.5% - The SA Tourism strategies overlook the Visiting Friends and and those guests spent $19.3 billion in Australia. Victor Harbor can Relatives as a market segment. attract more visitors from this market whom stay longer and have a higher expenditure. Urban development - The number of international visitors in South Australia has increased by - Greenhills has been sold to developers. When the economic 13% from YE 2012 to YE 2013. context is more favourable the developers will start building which - Asia, in particular China, is driving new wealth and consumption that will close down Greenhills, which is one of the few attractions for can translate into huge demand for visitor experiences. children. - 77% of visitors from China participate in Nature Based Activities. They also stay longer than visitors from other countries, with an increase of Private Investment 7% in the year ending 2013 from the previous year, and spend more - Low access to investment funding is an important factor for than any other international market with an increase of 16% underpinning potential tourism investment
Australian Family Market Public Investment - Families are important targets of the Fleurieu. Children activities could - The Marine Park has vision for a future project to create a Marine be developed to make them stay longer and spend more. Education/Observatory/Interpretation Centre but is yet to decide on a location. If the Victor Harbor Council does not become more Friends and relative market (VFR) proactive and willing for change, it could miss this opportunity and - This approach shows that VFRs are often influenced to embark on VFR the project will be implemented elsewhere. trips because of the attractiveness of a destination. As such, while any - Lack of community and government support region can attract VFRs because of the hosts, the attractiveness of a region as a tourist destination can influence the length of stay of visitors and as such, enhance the impact of VFR Travel on a local economy.
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Whale watching Granite Island - Over the last five years whale watching has grown of 15% in Australia. - Uncertainty of future of Granite Island as the lease might or might not be renewed at the end of the year 2014. The meeting between Promotion/Advertising the lessee and the DEWNR should clear the situation: yet to be - Victor Harbor’s campaign to Victoria. determined. - The Adelaide Melbourne touring route. It is an opportunity if VH is - Infrastructure are old and not well maintained marketed as a stopping destination. - If the Whale Centre and the Visitor Information Centre were united in one building the Whale Centre would have more visibility and entrances. - Tourism Australia promotional campaigns in China and North Asia. - The Visit Soon campaign to bring UK friends and family to Australia. - The Natural Australia 16 Ultimate Escapes Application launched by the Travellers Magazine.
Politics and industry - The Federal Government has identified tourism as one of five National Investment Priorities with a particular emphasis on leveraging international demand and investment to help further grow the industry. - In the budget: $43 million for a new Tourism Demand-Driver Infrastructure Program to support the states and territories to develop key tourism infrastructure and stimulate tourism demand in their states, territories, cities and regions. - Nature Play: Nature Play SA Inc is an incorporated not-for-profit association established to increase the time South Australian children spend in unstructured play outdoors and in nature. $2m program established to raise awareness about the importance of outdoor play. - One of the strategies of the Encounter Marine Park Management Plan is to “create and promote opportunities for sustainable nature based tourism in the marine park”. The Marine Park body would be happy to see development of nature based activities that increase education and 179
environment awareness.
Granite Island - DEWNR willing to see something new happening on Granite Island
Touring - The development of the five touring routes named ‘journeys’ - The success of Santos Tour Down Under
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Appendix F – Priorities for the development of nature based tourism
Component Issues Market opportunities Recommended actions Beaches/Coast Bad condition of the beaches Sailing, Jet Ski Hiring, Snorkelling, Water skiing, Call for project / support and advise Lack of water based activities Wind surfing, Cruising, Boating tours, Fishing, business Lack of recreation facilities Canoeing, Kayaking
Result of the issues: Families and/or children go to Horseshoe Bay or Middleton Reef Not advertised at all Snorkelling, Scuba diving… Call for project / support and advise Lack of equipment hire stores and boat tours Eco tourism business. The Bluff jetty needs to be better promoted for these activities Conservation Lack of promotion Bird watching Encourage the development of new Parks Lack of accommodation on trails Unusual lodging / Camp ground accommodation Lack of tours School groups and children programs
Granite Island Lack of activities, facilities and experiences Guided and interpretative tours (in addition of Open discussion and seek lobby toward that would make visitors stay at least half a the penguin tours) with nature, heritage, State Government day aborigine culture contents Keep update from DEWNR regarding the Owned by State Government, commercial Boat tours to swim with dolphins like on KI? future of the lease lease Endangered wildlife Farming lands Farmers have low incomes from their Adventure products Support and advise farmers who wish to farming business Unusual lodging develop new NBT product Uneven development between Victor Harbor Trails itineraries Central and remote areas
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Appendix G – Strategic actions
Strategic Key actions Complementary In partnership with Time frame Measuremen orientations actions t Strategy 1 Partner 1.1. Partner Open discussion to Other councils in Short term Amendment By collaborating review and amend South Australia (<5 years) with State State Tourism Fleurieu Peninsula Government development Plan to include Nature Based Tourism as a key market 1.2. Partner Collaborate to take Make an Mid term By collaborating into account the environmental (Between 5 with Marine park activities and uses in impact and 10 the marine Park in assessment years) accordance with zoning and special purpose area provisions Prepare argument and Mid term open discussion to be chosen as council hosting future marine project 1.3. Partner Open discussion and Commercial lease Mid term By collaborating seek lobby to create holder with National new management Lease management Park plan for Granite Island body DEWNR
Strategy 2 Appeal 2.1. Appeal Encourage and Organise With Economic Short term Number of By support informative Development and – to be new business organising entrepreneurs meeting to Tourism department, ongoing registration offer through tourism Planning department, in industry, network communication on entrepreneurs State government satisfaction council strategy, and associations survey of objectives and regarding the enterprise development wishes process on how regarding to propose and advisory role Target: Businesses, receive approval of council Entrepreneur, local on projects community 2.2. Appeal Review website and Increase VIC Short term By increase using of presence in Conservation Park increasing digital and social travel books and Businesses, Travel promotion media and easy magazines books (Lonely Planet), access to current travel magazine information and (Australian travellers), 182
virtual experiences and specialised magazines (fishing, bird watching, Target: All targets All targets trekking…)
Develop an online Develop and booking system that commit to a would be an public relation opportunity to plan generate revenue to the VIC without direct cost to the VIC.
Create Nature and Work with Mid term Outdoor Attraction Tourism Australia Guide to provide clear to promote the and accurate newly created information experiences
Target: All target 2.3. Appeal Develop experience Fleurieu Peninsula Short term, By spreading branding that Region To be a strong and promotes unique SATIC ongoing attractive natural environment, image coastal city lifestyle
Target: All targets Improve signage at the doors of the city
Strategy 3 Welcome 3.1. Increase number of Extend Bikeway South Australian Short term Welcome buses from Adelaide to Department of By Victor Harbor Planning, Transport increasing and Infrastructure and All target improving Partner with Alexandrina Council Mid term transportati Alexandrina Council for on facilities a common shared cost road transport facility
All target Marina Marine Park Long term (>10 years) 3.2. Develop new Facilitate Businesses, locals Mid term Welcome recreational facilities businesses to By start up (see increasing Target: International 2.1) 183 quantity of and backpackers, experience children and families, local community Extend walking trails Farmers, other local of Short term and develop Hindmarsh Valley and itineraries/journeys Tiers, Black Valley, with heritage sites Mount Jagged…
Develop strategy to Encourage Mid term – Share of encourage Adelaide businesses to After the overnight visitors stay overnight package or creation of and longer “bundle” new night Target: Families from products Adelaide/Other SA 3.3. Encourage Improve Farms, Conservation Short term Increase in Welcome unusual/eco city/beach Park, businesses, business By accommodation design locals, Whale Centre registration increasing quality of Target: Intrastate and experiences interstate Adult couple, International Encourage business to Mid term Number of seek accreditation accredited such as T Qual or eco businesses accreditation
Optimise means to Encourage “out To be Increase in Whale Centre to of the box” ongoing entrance at improve and diversify projects the Whale education and Centre; interpretation Evaluation of programs the effectiveness of Interpretatio n program Develop the Bluff with Long term new facilities/new equipment such as a telescope, as well as for the jetty
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Strategy 4 Share 4.1. Share Develop experiences, Sport clubs, local Mid term By opening recreation facilities association to all targets such as beach sporting and leisure equipment
All targets 4.2. Share Encourage and Create flagship Local community, VIC, Mid term – Exposure By support local and regular Whale Centre to be and events increasing associations to events in low ongoing approval conviviality develop new events season and events Target: School groups, International travellers 4.3. Share Increase presence on Short term By making social media and them spread increase motivational the word aspect Feedback app on the Victor Harbor Tourism Website
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Appendix H: Summary in French
La découverte des ressources naturelles a débuté le mouvement de colonisation de l’Australie. Victor Harbor, d’abord construite comme station baleinière, a rapidement pris son essor en tant que première destination touristique de l’Australie Méridionale. D’ores et déjà dotée d’infrastructures, a l’origine édifiées pour accueillir la main d’œuvre de l’industrie baleinière, Victor Harbor a attiré des vacanciers désirant fuir la vie citadine d’Adélaïde. La destination a rapidement fondé sa renommée touristique grâce a un riche patrimoine naturel, composé de plages, de falaises et d’espace verts, propices à la détente et à l’admiration paysagère. La mise en tourisme de Victor Harbor a largement bénéficié à sa croissante économique, et pris le relai lorsque l’industrie baleinière s’est éteinte lorsque la surpêche de ces mammifères les a conduits jusqu’à quasi extinction et que leur protection est devenue règlementée. Destination adorée des visiteurs, ces derniers ont choisi d’investir dans l’achat de résidences secondaires, plus tard destinées à devenir lieu principal d’habitation pour leur retraite. Saisissant l’opportunité de la célébrité de Victor Harbor, les villes voisines ont à leur tour organisé leur territoire pour accueillir le tourisme et ainsi bénéficier des avantages de ce secteur profitable. L’essor touristique croissant de ces nouvelles destinations a progressivement eu pour effet d’empiéter sur les parts de marché de Victor Harbor. Pendant longtemps satisfaite de sa position touristique, Victor Harbor a négligé de planifier le futur de l’industrie, ni chercher à saisir l’opportunité de nouveaux marchés. La destination se trouve aujourd’hui confrontée à un besoin de reconversion, de diversification et de gestion environnementale. Face aux contestations et frustrations des acteurs du tourisme local, face à la baisse de fréquentation, et face a l’inégalité spatiale et temporelle des bénéfices économiques touristiques, l’urgence d’une stratégie territoriale s’est révélée. La définition des missions de stage a montré trois manques expliquant le besoin d’une étude et d’une stratégie : - Le manque de connaissance de l’offre de tourisme de nature, des attractions naturelles et des entreprises ;
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- Le souhait de développer l’arrière pays et l’envie des agriculteurs de développer des produits et services touristiques en complément de leur activité agricole ; - le souhait de se tourner vers l’écotourisme. Les premières recherches et entretiens ont également révélé des problèmes de compétitivité. C’est de par ces problématiques que ce mémoire de recherche s’est construit autour de la question suivante : Comment un territoire en perte de compétitivité peut-il regagner sa renommée à travers une stratégie de développement axée sur l’écotourisme? L’état des lieux du marché du tourisme de nature à Victor Harbor a débuté par l’inventaire des lieux naturels, suivi par l’élaboration d’une liste des entreprises et établissements du tourisme publics, ainsi que d’une analyse de la demande depuis 2009 à partir des chiffres donnés par l’office du tourisme (Visitor Information Centre). L’analyse des ces inventaires et de ces données ont révélé plusieurs problèmes, dont : - une baisse de fréquentation ; - une majorité d’excursions ; - l’insuffisance du nombre d’entreprises et d’attractions ; - le vieillissement des attractions ; Les entretiens réalisés auprès d’acteurs publics et privés, locaux et étatique ont révélé de nombreuses frustrations de la part des dirigeants d’entreprises, de l’existence de barrières à la croissance de l’industrie touristique, le manque de promotion et de communication de la destination, le manque d’attractions tel que des événements en basse saison, ainsi que des problèmes liés à l’environnement. Suite à ce travail d’audit, des recherches quant aux marchés en croissance au niveau fédéral et étatique à travers l’étude des produits attractifs, des nouvelles demandes, croisées aux désirs de développement des locaux et aux spécificités de Victor Harbor, on fait émerger des opportunités de développement pour la ville. Un diagnostic complets des forces, faiblesses, opportunités et menaces a donc révélé les potentiels de création de nouvelles attractions à dominance éco- touristique.
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Des recommandations et des actions stratégiques ont été proposées au Council afin de déclencher la démarche de remise sur pied du tourisme à Victor Harbor. La compréhension du fonctionnement d’un gouvernement local a permis d’identifier le rôle du Council selon ses capacités et son autorité. Les recommandations sont classées en catégories : - Coopération et mise en réseau : le Council a un rôle d’intermédiaire entre l’industrie et le Gouvernement de l’Australie Méridionale. D’une part, certaines barrières au développement sont dues à des interdictions émanant du gouvernement étatique, d’autre part la propriété de l’île Granite étant celle du ministère des parcs nationaux et non du Council, un besoin de communication doit être établi. Egalement, la discussion avec le service des parcs marins a révélé le besoin d’un partenariat pour la création d’un observatoire marin. Enfin et surtout, l’urgence pour le Council de passer d’un comportement reticent au changement à celui d’encouragement, de soutien et d’accompagnement des entreprises et associations pour la création de nouveaux produits, services et événements a été recommandé. - Promotion et « branding »: besoin de davantage communiquer et promouvoir la destination. En effet, il y a un certain manque de visibilité des produits touristiques et un manque de promotion de la destination, ce qui est en grande partie l’une des origines de la baisse de fréquentation. Egalement, il y a un problème de mauvaise image croissante, notamment du à certains commentaires négatifs sur des sites internet tels que Trip Advisor, un manque d’attractivité aux portes de la ville (absence et vieillissement des panneaux touristiques). Enfin, un positionnement et branding sur le tourisme de nature est insuffisant, d’autres opportunités méritent à être développées et ensuite communiquées. - Expériences de nature : besoin de créer des produits, de soutenir les produits existants et de gérer les patrimoines naturels. Victor Harbor est une destination fortement familiale, cependant elle propose trop peu d’attractions pour les enfants. Le musée des baleines est fondamental pour la ville, notamment lors de la saison hivernale, mais fonctionne sur trop peu de moyens financiers et humains. Etant un établissement rattaché et dépendant du Council, ce dernier devrait augmenter ses
188 ressources afin de lui permettre un fonctionnement plus efficace. D’autre part, la baisse d’attractivité et de compétitivité de la ville est en partie liée aux conditions défavorables des plages, il est alors recommandé de veiller à l’entretien de ces espaces afin d’éviter la fuite des touristes vers les destinations voisines. Enfin, la randonnée étant une des opportunités pour le territoire, le Council doit s’assurer d’attirer cette clientèle en allongeant, améliorant et promouvant les sentiers de randonnée. - Expériences autres que naturelles : le tourisme de nature ne suffit pas à lui seul pour regagner des parts de marchés. Tout d’abord, le nombre et la diversité des festivals et événements doivent être augmentés. L’Etat d’Australie Méridionale est connu pour être la destination de festivals, ces événements sont sources de visites, d’attractivité et de vitalité du territoire. La dernière recommandation s’attache à développer des infrastructures et aménagements de loisirs et de récréation de taille importante afin d’attirer des visiteurs à plus forte capacité de dépense, d’allonger la durée des séjours, mais également pour satisfaire les résident en demande de plus d’animation.
Des pistes d’actions stratégiques ont ensuite été proposées comme cadre de travail à court, moyen et long terme pour regagner sa position de destination compétitive. Les enjeux du tourisme de nature et de l’écotourisme pour Victor Harbor sont ceux de la valorisation et de la conservation du patrimoine naturel. Ensuite, l’industrie du tourisme est principalement basée sur des éléments naturels et culturels, mais souffre d’une situation de stagnation du nombre de visiteurs ainsi que du manque d’attraction, il alors est nécessaire de développer et maintenir une industrie forte et durable pour le bénéfice des communautés locales. Il existe de forts défis pour la ville, pour son développement économique et son industrie locale.
Deux objectifs généraux construisent la stratégie. Premièrement, elle vise à maintenir et regagner une forte compétitivité et une meilleure image, et
189 deuxièmement à développer et augmenter les bénéfices économiques grâce à la création de nouvelles expériences. La stratégie se dirige vers deux catégories de cibles : - les institutionnels, à savoir le Ministère du tourisme, le Ministère des Parcs marins et le Ministère des parcs nationaux du gouvernement de l’Australie Méridionale - les commerciales, à savoir les familles, en premier lieu celles d’Australie Méridionale et de l’Etat de Victoria, les enfants et groupes scolaires, les groupes de seniors et les touristes internationaux notamment en provenance du Royaume Uni, des Etats Unis et de la Chine entre autres. Le choix de positionnement est celui d’une destination propice aux loisirs de détente et de sport de pleine nature dans un environnement préservé, accessible au grand public. Les axes stratégiques sont : - faire des partenariats dès lors que la collaboration fait la force - attirer, pour augmenter la fréquentation, et l’étendre sur l’année - accueillir, pour satisfaire les touristes - partager, pour qu’ils parlent de la destination et les fidéliser La méthode de mise en œuvre de la stratégie doit prendre la forme d’un travail commun entre les acteurs du tourisme, publics, privés et associatifs. Etendu sur une période de dix ans, le calendrier recommande des mesures d’urgence afin de contrer la perte de vitesse, ainsi que des mesures et moyens à long terme pour atteindre les objectifs d’un développement durable, à travers une reconversion en destination éco touristique et compétitive.
Une conclusion de la mission dégage des réponses à la problématique. Alors que le Council souhaite se tourner vers l’écotourisme, les résultats de la mission montrent que ce positionnement est une opportunité mais non une solution pour le regain de compétitivité. La relation entre compétitivité et durabilité est démontrée sous forme d’un système reliant écotourisme, attractivité, gouvernance participative, marketing et conservation environnementale (voir schéma p.139). En
190 revanche, il est retenu que l’écotourisme dépend conjointement d’un soutien et d’un dynamisme de l’industrie du tourisme et des politiques publiques, et d’une organisation en réseau d’acteurs pour atteindre ses objectifs. En d’autres termes, la stratégie qui a été proposée repose en effet sur des valeurs écotouristiques, mais plus que des produits responsables envers les cultures, traditions et espaces naturels, l’écotourisme est ici pris dans son sens d’organisation territoriale du tourisme.
L’argumentation de trois hypothèses vient conclure ce mémoire. Le premier postulat part du principe que le développement de l’agritourisme et autres produits touristiques de l’arrière pays peut augmenter la fréquentation à Victor Harbor. L’argumentation engage des questions quant aux relations et leviers entre agritourisme et écotourisme, aux similarités de leur demande touristique, s’appuyant en partie sur le cas d’un agriculteur interrogé à Victor Harbor. Cette hypothèse est vérifiée mais repose sur des conditions d’amendement du plan de développement des aires rurales présentant le tourisme comme non conforme à ces espaces, réforme possible par la réalisation d’une des actions proposée au Council lors du rapport de mission. La deuxième hypothèse s’intéresse aux innovations privées comme aide au regain de compétitivité. L’innovation est ici étudiée comme faisant lien entre attractivité et compétitivité, puis interrogée sous l’angle des manquements d’initiatives pour cause de conflits d’opinion et ainsi de barrières à la compétitivité. Est ensuite apportée une batterie d’outils pouvant fournir un contexte favorable à l’entreprenariat dans le cas de Victor Harbor. L’hypothèse est alors infirmée car dans le cas de Victor Harbor l’innovation privée seule ne peut ni survivre ni être en capacité à elle seule d’augmenter la compétitivité au niveau requis, cependant nuancée grâce aux outils d’aide à l’entreprenariat. Enfin, la troisième et dernière hypothèse s’intéresse au développement de produits de tourisme de nature orienté vers une approche non consommatrice comme vecteur de valorisation de l’environnement et comme réducteur de saisonnalité à travers l’exemple d’un parcours interprétatif pour l’observation des baleines. Afin d’étudier ce postulat, la démonstration s’intéresse
191 aux questions de sensibilisation du public envers les enjeux de conservation, notamment à travers l’étude des comportements des touristes, aux intérêts divergents sur l’usage de la nature. La fonction d’un itinéraire interprétatif comme outil d’engagement du public et des résidents et comme outil promotionnel des attractions naturelles est étudiée, couplé d’un point d’honneur sur les problématiques climatiques de la saison d’observation des baleines, peu attractive ni pour les touristes, ni pour les résidents. Cette hypothèse est vérifiée sous réserve d’une implication communautaire forte lors de la conception du projet.
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Figure table
Figure 1 – Main cities……………………………………………………………………... p.19 Figure 2 – Distribution of Australian demographics………………………………….. p.20 Figure 3 - Evolution of Australian demography from 1960 to present day……….. p.21 Figure 4 – Australian blazon, a kangaroo and an emu holding the flags of each six states……………………………………………………………………………...... p.23 Figure 5 - City Council map……………………………………………………………... p.24 Figure 6 - States division………………………………………………………………… p.28 Figure 7 - Location of tourism sites and attractions…………………………………… p.35 Figure 8 – View towards the Bluff…………………………………………………...... p.44 Figure 9 - The structure of South Australia tourism organisation bodies………….. p.67 Figure 10 - Map of the Fleurieu Peninsula Region…………………………………… p.68 Figure 11 - Evolution in visitation………………………………………………………. p.94 Figure 12 - Evolution in length of visitation…………………………………………… p.96 Figure 13 - Chart of origin breakdown………………………………………………… p.98 Figure 14 - Cruise passenger per state………………………………………………….. p.113 Figure 15 - International visitors & nature based activities 2013……………………. p.118 Figure 16 - Map of the potential areas for removable stages and events………...... p.119 Figure 17 - Strategic orientations to achieve goals…………………………………….. p.137 Figure 18 - Sustainable competitiveness through ecotourism……………………….. p.139
Table list
Table 1 – Natural element……………………………………………………….. p.36 Table 2 - Monthly visitation breakdown...... p.95 Table 3 - Number of visitors by origin………………………………………….. p.96 Table 4 – Potential attractions of interest………………………………………. p.101
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Index
Acknowledgement………………………………………………………………….. p.5 Contents…………………………………………………………………………….. p.6 Main introduction………………………………………………………………….. p. 7 Part 1- The foundations of the tourism development of Australia and the seaside resort of victor harbor: lands of possibilities, multiples stakes and potential for a sustainable future………………………………………… p.11 Introduction part 1…………………………………………………………………. p.12 Chapter 1: Introduction to Terra Australis Inconnu, the great southern land unknown ………………………………………………………………………….. p.14 1. History and geography of a colonised country…………………………….. p.14 1.1. History of the colonisation of Australia: from an Anglo-Saxon population to a multicultural society ………………………………………. p.15 1.1.1. Prior to the arrival of the British: a sacred land for the Aborigine culture………………………………………………….. p.15 1.1.2. Colonialism context: from penal colony to the gold age.. p.16 1.1.3. Post colonial Australia: a multicultural society………… p.16 1.2. Geography and demography of a large country……………………….. p.17 1.2.1. Geographic characteristics of Australia………………………………….. p.17 1.2.2. Paradoxes in the demographic data……………………… p.19 1.2.3. Remarkable landscapes of Australia…………………….. p.21 1.2.4. Wildlife, bizarre animals and endemic plants…………… p.22 2. Politics and territorial organisation…………………………………………... p.22 2.1. Political functions and the construction of a constitutional monarchy.. p.23 2.2. Organisation and role of a city council: the example of Victor Harbor .. p.24 2.2.1. The role and function of Local Governments …………… p.25 2.2.2. Local development with respect to the community identity, history and environment……………………………… p.25 3. Ongoing growth due to a wealth of natural resources……………………... p.26 3.1. A proficient economic nation…………………………………………... p.26 3.2. South Australia comparative lack of development…………………….. p.27 Chapter 2: Nature based tourism, the benefits of using nature, controversies and evolution towards ecotourism……………………………... p.31
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1. Key findings of tourism in Australia and the importance of the tourism industry in the economy………………………………………………………… p.31 1.1. Tourism in Australia: a thriving industry for the nation ……………. p.32 1.1.1. The national implementation of tourism ……………….. p.32 1.1.2. Data relating to the present economic benefits of nature based tourism…………………………………………………… p.33 1.2. Nature and tourism attractions……………………………………… p.34 2. Nature based tourism, an attempt of definitions and stakes in Australia p.35 2.1. Analysis of Nature Based Tourism in Australia……………………… p.36 2.1.1. Definition of nature based tourism………………………. p.36 2.1.2. A natural paradise for outdoor activities………………… p. 37 2.2. The function of nature based tourism as a value for the environment p.38 2.2.1. Nature, a play ground to be preserved: the concept of ecotourism……………………………………………………… p.38 2.2.2. The leverage of tourism for environment valorisation: stakes for Australian nature conservation…………………… p.40 3. Victor Harbor, a pioneer for nature based tourism destinations in South Australia………………………………………………………………………… p.41 3.1. The beginning of nature based tourism in Victor Harbor………… p.41 3.1.1. Granite Island: the beginning of the development of nature based tourism……………………………………………. p.41 3.1.2. The Bluff, famous for its European history………………. p.43 3.2. An attractive coastal city at the door of South Australia’s capital…… p.44 3.2.1. History and evolution of Victor Harbor: from a whaling station to a sea side resort………………………………………. p.44 3.2.2. Whale watching, a tourism attraction potentially categorised as ecotourism……………………………………… p.47 Chapter 3. Different levels of governance for natural heritage implies different visions, identity and use conflicts ..…………………………………. p.50 1. Definition of natural heritage ……………………………………………….. p.50 1.1. Natural resources and heritage, where to draw the line between economic use and conservation…………………………………………….. p.51 1.2. Community attachments and sense of belonging to their natural environment……………………………………………………………….. p.53 2. Natural heritage, features and wildlife, a need to conciliate our enjoyment and their well being………………………………………………… p.54
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2.1. Common coastal pressures from tourism……………………………… p.54 2.1.1. Urbanisation and overflow of tourists and residents…. p.54 2.1.2. Participative governance: working together for an adaptive development …………………………………………. p.55 2.2. Eco tourism, a balance between economic development and environmental conservation………………………………………………. p.56 2.2.1. The preservation of biodiversity through public awareness ……………………………………………………….. p.56 2.2.2. Coastal ecotourism: a means to avoid the issues of tourism on a coastal zone………………………………………. p.57 3. Australian policies regarding environmental protection: old priorities and engagement for a fragile country………………………………………… p.59 3.1. Environmental policies, a federal will to protect the biodiversity and the environment…………………………………………………………… p.59 3.2. Managing natural resources in South Australia…………………….. p.60 3.2.1 Environment management plan…………………………. p.60 3.2.2. Marine Parks……………………………………………… p.61 Conclusion part 1………………………………………………………………….. p. 63 Part 2 - Enhancing territorial development: bringing satisfaction to social, environmental and economic needs………………………………… p.64 Introduction part 1………………………………………………………………… p.65 Chapter 1: Victor Harbor city council and the scope of activities: tourism, a delegated authority…………………………………………………………….. p.66 1. Victor Harbor City council, presentation of a confederation of small towns……………………………………………………………………………. p.66 1.1. Fleurieu Peninsula Tourism: the destination management board directly superior to Victor Harbor………………………………………. p.68 1.2. The purpose of local development through tourism and specifically nature based tourism……………………………………………………… p.70 2. The role of the Economic Development and Tourism Department and the committee in charge of tourism: leaders of the economic and tourism industry development……………………………………………………….. p.71 2.1. Development objectives and strategic policies for a better attractiveness p.72 and competitiveness……………………………………………………… 2.1.1. Increase the attractiveness of Victor Harbor as a tourism destination…………………………………………………………. p.72 2.1.2. Staying a competitive destination ………………………. p.73
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2.2. Environmental, social and economical impact of tourism in Victor p.74 Harbor…………………………………………………………………….. 3. Work experience assessment and methodology………………………….. p.77 3.1. Background…………………………………………………………… p.78 3.2. Why an audit? ………………………………………………………… p.79 Chapter 2: The issues of the territory and the will for a nature based tourism planning strategy for Victor Harbor……………………………….. p.82 1. The need for organized tourism development: nature based tourism and ecotourism, seeking economic benefits in the natural environment valorization ……………………………………………………………………. p.82 1.1. Addressing the danger of unmanaged tourism on fragile coastal areas p.83 1.2. Finding a consensus between shareholders: the conservationists and p.84 the developers…………………………………………………………….. 2. The Council’s lack of knowledge regarding the nature based tourism market…………………………………………………………………………… p.86 2.1. Knowing ones market to understand potentials and the weaknesses p.86 2.2. The wish to develop the fringe of the territory, left out from tourism focused on the coast………………………………………………………. p.87 3. Executive summary, purpose of the study and objectives………………… p.88 3.1. Executive summary…………………………………………………… p.88 3.2. Purpose of the study…………………………………………………… p.88 3.3. Objectives…………………………………………………………….. p.89 Chapter 3: Record, analysis and diagnosis of the nature based tourism offering in Victor Harbor……………………………………………………… p.91 1. Offer and demand for nature based tourism……………………………… p.91 1.1. Current state: natural heritage attractions and assets………………… p.91 1.2. Current state: Nature based tourism product and providers………… p.92 1.2.1. Water activities……………………………………………… p.93 1.2.2. Land based activities……………………………………….. p.93 1.2.3. Air based activities…………………………………………. p.94 2. Visitor profiles in Victor Harbor……………………………………………. p.94 2.1. Global evolution of the number of visitor per year………………… p.94 2.2. Origin, socio demographic characteristic and length of stay…………. p.95 3. Diagnosis and research for opportunities for the development of nature based tourism…………………………………………………………………… p.99
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3.1. Gaps and issues of the nature based tourism industry ………… p.99 3.1.1. General gaps……………………………………………… p.99 3.1.2. Product gaps………………………… p.100 3.1.3. Barriers to industry growth……………………………… p.101 3.1.4. Challenges………………………………………………… p.101 3.1.6 Competitors and image…………………………………… p.102 3.2. Diagnosis of nature based tourism in Victor Harbor………………… p.103 3.2.1. Strengths and weaknesses………………………………… p.103 3.2.2. Opportunities and threats………………………………… p.104 Conclusion part 2…………………………………………………………………… p.108 Part 3 - Highlight on the opportunities, proposal of recommendations and a strategic development plan : ten years of actions to regain trust and competitiveness through an ecotourism vision……………………………… p.108 Introduction part 3………………………………………………………………… p.110 Chapter 1: A cross analysis between Victor Harbor’s tourism industry and market opportunities: recommendations to create a favorable economic environment for better industry competitiveness…………………………… p.111 1. Highlight on opportunities…………………………………………………… p.111 1.1. Cruising……………………………………………………………… p.111 1.2. Unusual and environmentally friendly accommodation……………… p.114 1.3. Adventure and nature activities for children…………………………. p.115 1.4. Adventure products for young internationals………………………… p.117 1.5. Leisure events during low season and outdoor attractions…………… p.119 1.6. Marine Observatory to be developed…………………………………… p.121 1.7. Cycling………………………………………………………………… p.121 2. Key recommendations……………………………………………………… p.123 2.1. Cooperation and network……………………………………………… p.123 2.1.1. Nature Based Advisory Committee ……………………. p.123 2.1.2. Ask State government to review and amend the Tourism Development Plan to facilitate businesses to start nature based tourism…………………………………………… p.125 2.1.3. Work with Marine Parks to host the Marine Interpretative / Observatory Centre …………………………… p.125
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2.1.4. Work with State government to ensure change and p.126 improve Granite Island…………………………………………… 2.2. Promotion and branding ……………………………………………… p.126 2.2.1. Increase promotion, branding and exposure of nature based tourism products to get better visibility of product and attraction ………………………………………………………… p.126 2.2.2. Think large: Nature based tourism can’t solve p.127 everything………………………………………………………… 2.2.3. Improve the image of the town ………………………… p.128 2.3. Nature based experiences…………………………………………….. p.129 2.3.1. Support activities for children…………………………… p.129 2.3.2. Provide appropriate resources to the Whale Centre (to improve and develop more education and interpretation programs and events) ………………………………………….. p.129 2.3.3. Manage coastal land…………………………………….. p.130 2.3.4. Improve and promote trails ……………………………… p.130 2.4. Other experiences……………………………………………………… p.131 2.4.1. Increase events to grow visitation during low tourism p.131 season……………………………………………………………… 2.4.2. Develop leisure and recreational infrastructure and p.131 facilities…….……………………………………………………… Chapter 2: Development plan for nature based tourism strategy: regaining competitiveness through new experiences as a driving force toward economic development…………………………………………………………... p.133 1. Stakes and objectives for nature based tourism development…………… p.133 1.1. Positioning and tourism strategy…………………………………… p.133 1.1.1. Stakes of nature based tourism in Victor Harbor……… p.134 1.1.2. General objectives………………………………………… p.134 1.1.3. Targets……………………………………………………… p.134 1.1.4. Positioning choice………………………………………… p.134 1.2. Strategic Orientations………………………………………………… p.135 1.2.1. Partner……………………………………………………… p.135 1.2.2. Appeal……………………………………………………… p.135 1.2.3. Welcome…………………………………………………… p.136 1.2.4. Share……………………………………………………… p.136
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1.3. Implementation methods: working together………………………….. p.137 2. Conclusion of the assessment: Ecotourism as an opportunity but not a solution to resolve the lack of competitiveness……………………………… p.138 2.1. The close relationship between competitiveness and sustainability….. p.138 2.2. Eco-tourism relies on the support and pro activity of the tourism industry and policy makers: the requirements of a supportive policy planner……………………………………………………………………… p.140 Chapter 3: Checking hypotheses regarding ecotourism possibilities in Victor p.142 Harbor…………………………………………………………………………… 1. The development of agritourism and tourism products in remote areas p.143 can grow visitation in Victor Harbor…………………………………………… 1.1. Eco tourism: a linkage between tourism and agriculture? …………… p.143 1.2. The similarity between tourist demand for agritourism and ecotourism p.144 1.3. Protected areas, attractive lands for the tourist but subject to limited access……………………………………………………………………… p.146 2. Private innovation in nature based leisure would allow the territory to regain in competitiveness……………………………………………………… p.147 2.1. The relationship between attractiveness and competitiveness: the role of innovation to link one to the other…………………………………… p.148 2.2. Conflict of opinion as a lack of initiative to maintain competitiveness p.149 2.3. A range of tool to provide a favourable context for entrepreneurship p.150 3. The development of nature based tourism oriented toward a non consumptive approach can promote the natural environment and reduce the seasonality: the example of an interpretive itinerary for whale watching p.153 3.1. An interpretive nature based tourism product to raise awareness of the public in regards to the conservation needs. p.153 3.1.1. The education and interpretation of the natural environment: a product made for the ecotourist or to make an ecotourist? ………………………………………………………….. p.154 3.1.2. Conservation of the marine habitat and ongoing controversies of a non consumptive nature based tourism as being harmless……………………………………………………… p.155 3.2. A seasonal attraction in low season: how to market a not well know attraction in the unappealing climate of winter?…………………………… p.156 3.2.1. The itinerary project: educate and involve the public for a better community engagement and promotion to gain visitation p.157 3.2.2. When resident flee the cold………………………………… p.158 Conclusion part 3………………………………………………………………… p.161
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Main Conclusion…………………………………………………………………… p.162 Bibliography………………………………………………………………………… p.165 Appendix list……………………………………………………………………… 169 Figure table………………………………………………………………………… p.193 Table list………………………………………………………………………… p.193 Index……………………………………………………………………………….. p.198
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Résumé
L’écotourisme est un sujet attrayant pour les destinations touristiques en recherche de reconversion. . Dans les espaces fragiles tels que les littoraux, le tourisme peut devenir source de conflits et de divergence d’opinions entre les résidents, entre résidents et touristes et chargés de planification. Quand le tourisme de nature est prédominant dans la destination, l’écotourisme a le potentiel d’être une réponse pour une meilleure gestion des ressources naturelles utilisées pour le tourisme.
La ville de Victor Harbor souhaite se tourner vers l‘écotourisme dans le but de préserver ses ressources naturelles, de développer l’arrière pays et voit la nécessité d’une planification du tourisme de nature. Les premières recherches conduites pour la ville ont également montré des problèmes quant au niveau de compétitivité et à la perte d’attractivité touristique. Ce mémoire questionne la pertinence de l’écotourisme comme réponse au développement territorial de Victor Harbor pour regagner en compétitivité et en développement touristique équilibré dans l’espace.
Mots clés : Ecotourisme – Compétitivité – Attractivité – Développement équilibré dans l’espace
Abstract
The conversion of the tourist industry towards ecotourism appeals many territories. On fragile areas, such as coastal areas, tourism can become source of conflict and difference of opinion between residents, between residents and tourists and local planners. When nature based tourism is predominant in the tourist industry, ecotourism can come as a response for a better management. The City of Victor Harbor wishes to turn to ecotourism to preserve its natural resources, develop the fringe of the territory and sees the need for a nature based tourism planning. The beginning of the research conducted for the City also showed issues regarding their level of competitiveness and a loss of attractiveness. This memoire is questioning the relevance of ecotourism as a response to Victor Harbor’s territorial development with regain of competitiveness and balanced tourism development.
Key words: Ecotourism – Competitiveness – Attractiveness – Balanced spatial development
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