Going On-line: The Case of the Armidale TIC

Topic Items

Background to the Study

Results from Hotel Survey Questions

Results from Visitor Survey Questions

Links to Tourism Examples

Back to Poster Abstract

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Background to the Study

The Hoteliers

The hoteliers were approached for their views and assistance to form the backbone for the project. 20 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 .

The Visitors

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. 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 Organisers

Armidale Online 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.

Some 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.

Whilst the majority of visitors to the AVC felt they were confident in using computers, they appeared 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.

Some Issues

The research raises several issues:

• 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.
• 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'.
• 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?
• 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.

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