See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/296903049 Community Development through Tourism Book · January 2006 CITATIONS READS 80 620 1 author: Sue Beeton William Angliss Institute 66 PUBLICATIONS 805 CITATIONS SEE PROFILE Some of the authors of this publication are also working on these related projects: Film-Induced Tourism, 2nd edition View project All content following this page was uploaded by Sue Beeton on 09 January 2017. The user has requested enhancement of the downloaded file. All in-text references underlined in blue are added to the original document and are linked to publications on ResearchGate, letting you access and read them immediately. COMMUNITY DEVELOPMENT Community Development Through Tourism examines the development of local communities through the healthy integration of community planning, business planning and tourism planning. It explores the most pertinent tourism and business theories, moving from strategic planning to community empowerment and COMMUNITYCOMMUNITY practice. Research-based case studies are used to illustrate how things work in the real world, and the ways in which various theories can and have been applied. This book will be an important resource for business development managers, through tourism operators and community leaders, as well as students and teachers in DEVELOPMENTDEVELOPMENT courses that incorporate aspects of community tourism into their business, tourism, social sciences and arts programs. TOURISM through The author Sue Beeton is an Associate Professor at La Trove University, Victoria, and Director of Research for the School of Sport, Tourism and Hospitality Management. She has extensive experience in researching and working with communities and tourism and has published widely in the areas of film-induced tourism, national park tourism management, sustainable tourism, and tourism in rural and peripheral areas, all with a strong community-based perspective. TOURISMTOURISM SUE BEETON SUE BEETON COMMUNITY DEVELOPMENT through TOURISM COMMUNITY DEVELOPMENT through TOURISM SUE BEETON © Sue Beeton 2006 All rights reserved. Except under the conditions described in the Australian Copyright Act 1968 and subsequent amendments, no part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, duplicating or otherwise, without the prior permission of the copyright owner. Contact Landlinks Press for all permission requests. National Library of Australia Cataloguing-in-Publication entry Beeton, Sue. Community development through tourism Bibliography. Includes index. ISBN 0 643 06962 3. ISBN 978 0643069 62 6. 1. Tourism – Australia. 2. Community development – Australia. I. Title. 338.47910994 Published by and available from Landlinks Press 150 Oxford Street (PO Box 1139) Collingwood VIC 3066 Australia Telephone: +61 3 9662 7666 Local call: 1300 788 000 (Australia only) Fax: +61 3 9662 7555 Email: [email protected] Web site: www.landlinks.com Landlinks Press is an imprint of CSIRO PUBLISHING Front cover Images by istockphoto Set in 10.5/13 Minion Cover, text design and typeset by James Kelly Printed in Australia by BPA Print Group Contents Acknowledgements x Chapter 1: Communities and tourism 1 Outline of the book 2 Why ‘Community’? 4 Constructed communities – an oxymoron? 6 Sense of community 10 Indigenous communities 11 The use of ‘community’ in this publication 12 Community empowerment 12 Why tourism? 13 Tourism platforms 14 So what do we mean by ‘community’ and ‘tourism’? 16 Tourism: Maintaining the status quo or bringing change? 17 Social impact issues of tourism development 18 Postmodernism, communities and multiple realities 19 From theory to practice: A case of the wrong type of tourism, or just too much? 21 Chapter 2: Tourism theories and their relevance to communities 25 Tourism theory 27 Understanding the process: Butler’s Tourist Area Life Cycle (TALC) 30 Understanding the industry: Leiper’s industrial tourism system 33 The industry as a market: Hall’s tourism market system 34 Human motivation: Maslow’s hierarchy of human needs 35 Tourist motivation: Push and pull factors 36 Tourist motivation: Iso-Ahola’s travel motivational model 37 v Community development through tourism Refining tourist motivation: Plog’s psychographic segmentation 38 Resident–visitor relations: Doxey’s ‘Irridex’ 39 Resident–visitor relations: Acculturation and social exchange theory 41 Tourism as a living system: Chaos-complexity theory 42 Basic business theory 44 How these theories relate to communities as well as tourism 46 From irritation to adaptation: Sofield’s Adaptindex 47 The community’s role in the tourism system: Murphy’s ecological model of tourism planning 48 Community based tourism 50 From theory to practice: The case of the irritated host 51 Chapter 3: Strategic tourism planning for communities 57 Strategic planning 58 Strategic community tourism management and planning 60 Social representation theory and community planning 61 Measuring communities and tourism 63 Triple bottom line – a strategic approach to indicators of success 63 Benchmarks and indicators 66 Some suggested indicators 68 From theory to practice: Using social representation theory in order to understand a community 71 Chapter 4: Community-inclusive tourism strategies 79 Community wellbeing 79 Community development and empowerment 80 Power relations 81 Empowerment 88 Capacity building 89 Planning tourism for a community 93 From theory to practice: Trying to empower – the case of the country towns project 98 vi Contents Chapter 5: Marketing community tourism 105 Marketing and services marketing 106 Community based marketing 112 Destination/place marketing/promotion and its relationship to communities that host tourism and tourists 113 Destination marketing organisations (DMOs) 115 Cooperative tourism marketing/networking 117 From ‘marketing’ to ‘promotion’ 119 Promoting tourism in communities 120 Promoting communities through tourism 122 Ethical marketing 124 Marketing planning 125 Accidental marketing – literature, art, film, music 127 Imaging 127 Literary and art tourism 128 Film-induced tourism 130 Literary maps and movie maps 132 Music tourism 133 What to do when it gets too much: Demarket! 135 From theory to practice: Bringing them out to play – the case of promoting the Great Victorian Bike Ride to many communities 139 Chapter 6: Rural tourism communities 141 What is rural tourism? 142 The rural idyll and rural development 144 Rural change and restructure 147 Second homes – residents or visitors? 149 Growth in rural recreation and tourism 150 Rural tourism and community solidarity 151 Family businesses in rural tourism 152 Developing rural tourism communities 153 Community-driven vs operator-driven rural tourism 154 Community support for rural tourism 155 vii Community development through tourism Community events and rural tourism 157 Inherent pitfalls 157 Profitability and pricing of rural tourism 158 Economic imperatives 159 Lack of training 160 Lack of interest from certain areas of the community 160 Making it pay 161 Community based rural tourism – is it worth it? 161 Concluding rural (community) tourism 162 Supplying demand or demanding supply? 162 From theory to practice: The case of Landcare and tourism in a rural community 163 Chapter 7: Dealing with crisis in tourism communities 167 Natural disaster life cycle 168 Crises in destination communities 170 Managing perceptions 175 Market responses 179 Uniting or dividing the community? 180 Risks and crises: When safety and security is critical 181 Estimating damage and loss 184 From theory to practice: How a potential risk became a business crisis 185 Chapter 8: Developing communities through tourism: Harnessing the forces 191 Ethics and tourism 192 Corporate citizenship and community tourism 192 Corporate citizenship: Corporate social responsibility 195 Corporate citizenship: Public–private partnerships 197 Pro-poor tourism 200 viii Contents From theory to practice #1: The case of encouraging the philanthropic traveller 205 Studying communities and their relationship with tourism 209 From theory to practice #2: Community? What community? The case of the Hawaii Tourism Authority and the Sierra Club 211 The final word 215 Tourism by accident or design? 215 Appendix: Communities and ecotourism in the Year of the Outback 217 References 231 Index 244 ix Acknowledgements This book has taken over nine years to materialise. During that time, an incalculable number of people and groups have assisted me in my own personal and professional development, particularly in relation to community development and tourism’s place in it. The many communities who have welcomed me and given me the opportunity to learn from them must also be thanked, as the book would not have its strong ethnographic research base without their generosity. The communities of Shepparton, Dookie and Bendigo all played an enormous role, as I lived in each of them over this period. While not realising it at the time, my induction into the world of community radio in Shepparton was a turning point in my understanding of what communities are, can be and how the various roles of power and influence are played out. Thanks to all at ONE FM. My students, both in the courses of Rural Tourism and Community Tourism have been instrumental in guiding the structure and infor- mation included in this book. Their comments and responses to