New research has shown visitor information centres (VICs) in regional areas are having a great impact on visitor activity and spending. The research has found that these centres play a major role in generating tourism income. With most regions working to stimulate economic development through tourism activities, these findings on VICs boosting tourism is welcome news.
Centres are helping to increase the time tourists stay in an area, the types of activities they undertake and the likelihood of a repeat visit.
Of 430 visitors surveyed at regional VIC in Victoria, one third said centre information influenced them to participate in more local activities and one in seven said they would stay longer because of centre information. Ten regional VICs—mainly in Victoria, but also in New South Wales and the Australian Capital Territory – participated in the research undertaken by Southern Cross University and Victoria University for the Sustainable Tourism Cooperative Research Centre. At one centre in the survey, four out of five respondents said they would return to the region as a consequence of the high levels of information provided.
Associate Professor, Margaret Deery from Victoria University said the survey showed VIC customer service, skilled communication and knowledge was clearly linked to increasing tourism yield.
“In other words, excellent knowledge plus a friendly manner often equalled a tourist who engaged more with the local area and spent more,” she said. “Visibility of local products and merchandise also entices people to explore. The research shows visitors who value availability of local products, actually stay longer in an area.”
The majority of survey respondents had made no definite plans for accommodation, and those without plans for accommodation were open to staying longer. Even more marked was the lack of planning in relation to restaurants and attractions. They said they used the VIC for information and decision making. Respondents visiting a destination for a second, third or subsequent time still used the VIC as a source of information.
Tourism researcher from Southern Cross University, Dean Carson, said one of the factors behind the research was increased industry concern about profitless volume – everybody visiting without much money to be made.
“The research is about understanding how the VIC service, which the community has high expectations can be best delivered,” Dean Carson said.
He said additional research examined strategic knowledge management principles in relation to VICs – given the importance of skilled communication and knowledge transfer.
This research on visitor information centres won the Best Overall Research Award at the major academic tourism and hospitality conference in the southern hemisphere, the annual CAUTHE conference held in Brisbane last February.
For further details see www.regionaltourism.com.au or telephone (02) 6620 3503.
Canberra and Region Visitors Centre *
With 10 staff and 85 volunteers, volunteers at this centre conducted a survey on weekdays and weekends in September 2003. Developed by university researchers, it was a brief questionnaire style survey covering demographics, the extent to which visitor’s trip was planned, perceptions of the VIC and staff, likely impact of VIC on stay and likelihood of a repeat visit.
The centre participated in the research to see if its aim of encouraging return visitation showed results in data. It will now be used to develop a customer relations and management strategy. Results and outcomes are as follows:
- Eight out of ten visitors were repeat visitors, a very high result.
- A significant number were multiple destination trippers. This provides opportunity for extending their length of stay and openings for more collaborative marketing in the surrounding region.
- The centre received a strong customer service ratings providing positive feedback for volunteers and staff.
- The survey emphasised to all staff and volunteers the value of front of house staff.
- Customer satisfaction monitoring will now be continued through a survey on a PC in the centre as the visitors book does not provide this type of feedback.
- Communications training workshops have taken on new importance.
- Volunteer workers conducting survey enjoyed mingling and greeting, not just seeing themselves as counter staff.
* Compiled with assistance from Fiona Richards and Sue Lipscombe, Canberra and Region Visitors Centre, Australian Capital Tourism Corporation
