Paul Weeks & Desley Williams, Centre for Tourism, Southern Cross University, P. O. Box 157, Lismore, NSW, 2480, Australia. Phone: +61 66 203930
Fax: +61 66 222208 Email: pweeks@scu.edu.auCentre for Tourism Home Page
Keywords: Tourism, Visitor Information Centre, Armidale, Hotels, Regional Tourism
Introduction
This paper looks at the issues raised when the Tourism Information Centre (TIC), in Armidale, New South Wales, decided to 'go online' on the Net. The study investigated the advantages and constraints of such an activity through data collection from local hotels, local residents, and visitors to Armidale who stop at the Visitors Centre. The results are yet to be collated, but they point to a distinct lack of knowledge and interest in the Internet as well as a reticence on the part of the visitor, and local business-person to use such resources to gather information about local facilities and attractions.
Background
Three enterprising Armidale residents came up with the idea of creating an Armidale Homepage; giving the world a view of Armidale and the surrounding New England regional attractions and facilities for tourists and locals. The page would include listings of local attractions, accommodation and other tourist services. From the listings, the company anticipated that local business would pay for the opportunity to be included in the Homepage. Payment, or space rental, would include page design, html layout and advertising space.
The Players
Armidale Online [HREF1] the provisional title for this project, is the work of `Translation', an enterprise set up, owned and maintained by students at The Armidale School, in association with Tourism Armidale. The company currently runs a basic site, covering some facilities in the various tourism sectors.
The Armidale Visitors Centre (AVC) has approached Translation in an attempt to provide visitors to the New England region, as well as locals, with more interactive and flexible access to information about tourism facilities.
The hoteliers were approached for their views and assistance to form the backbone for the project. Twenty hoteliers have been surveyed for this research, all of whom attended an information evening provided by the originating company. After the initial `sales pitch' and questions, attendees were invited to try out the technology which had been set-up for them. All bar four left .
Visitors to Armidale were also surveyed. Most had come into the AVC to gain information about Armidale, especially points of interest and accommodation availability in town.
The Investigation
The research centred on the premise that businesses and visitors alike would gain benefits from the installation and implementation of online access to local and regional information. Surveys were used to assess the potential involvement of local hoteliers and interviews were conducted with those entering the Visitors Centre. Interviews were also conducted with managers and CEOs of the major stakeholders: the AVC; the Translation company and Tourism Armidale.
Some Preliminary Results
Preliminary results from the surveys show that little interest has been generated by the concept of Armidale Online (79% had not heard of the concept, even though it had been extensively advertised and discussed in the local press). Hoteliers were, in the main, sceptical of the benefits of having (and paying for) their property to be on a Homepage (only 26% said they would use the service). Only 7% saw a return on their investment within 6 months; the majority (80%) felt they would see some benefit, but not before 12 months. Very few hoteliers (5%) saw the Homepage as a means of securing firm bookings for their own motel.
Visitors, too, turn out to be rather indifferent to the idea of using a machine to find tourist information, especially within a tourist information centre, such as the AVC. The mood was one of fear and little understanding of the technology involved.
Issues
The research, even in its preliminary stage, raises several issues.
1. Do rural (or, more realistically non-metropolitan) communities have an innate fear of new technology? Whilst the youth tend to be quite comfortable with computers, their parents are, in the main, the decision-makers. Where the family goes and where they stay is a decision made by the parents, or perhaps the family as a group. Techno-marketing must address the decision-maker, rather than the techno-competent.
2. Local business want an instant return for their investment dollar. Too few are willing, especially after the catastrophic economic climate of the late 80s and early 90s, to risk putting money (regardless of the amount) into a scheme they perceive to be `gimmicky'.
3. How can providers *guarantee* a return to businesses willing to participate in online marketing? And, if there is a guarantee, what legal ramifications could arise should the results be less than expected?
4. How can providers and companies, such as Translation, create a system that addresses the users' fear and underlying lack of knowledge about matter technical? Overcoming such fears, may lead to enhancement of the tourist experience.
Conclusion
In conclusion, it appears that local, rural businesses are not yet completely ready for the Internet. There is much sceptiscism and, often, apathy, about the globalisation of communications and the public still like to `talk' to those behind a counter; they see the human interaction as part of the holiday experience.
Hypertext References
HREF1
http://www.as.edu.au/projects/online/welcome.htm - Armidale On-line Home Page