Tourism Audit in the West Australia - Essay Example

?Tourism Audit: Fremantle, West Australia Contents: Sr. No. Topic Pg. No Introduction 2 2. Review of tourism and hospitality product 3 3. Sustainability and Cost-benefit analysis 8 4. Butler’s life cycle 12 5. Conclusions 13 References 15 I. Introduction The city of Fremantle is a port city, situated in Western Australia, about 19 kilo meters southwest of the capital city, Perth. It is surrounded by the Swan River, and has beautiful landscapes, heritage architecture and historical sites. It is a beautiful blend of music, arts and culture which further add to the charm of this place, making it a popular tourist destination for both local as well as international visitors (City of Fremantle, 2011). In early days, where ships used to be the primary means of transport, Fremantle was used as the gateway to Australia. Various immigrants and explorers from across the globe entered Australia via this route and settled there. However, with the passage of time and development of newer means of transport such as air travel, the significance of Fremantle as a tourist destination changed drastically. Although the port city retained its prominence in the subsequent years, mostly on account of the role it played during the America’s Cup in the year 1987. It has an old world charm to it owing to the various historical structures, the picturesque locales overlooking the Swan River, old historical architectures and the wide cultural diversity. This unique quality / charm of the place sets it apart from the other popular tourist destinations. The port is highly active and has a huge fishing fleet and container ships which ensures a rich and vibrant lifestyle making it a favourite tourist spot. Due to the large number of people who immigrated to the port in the early years, the city has a cosmopolitan culture, which is still retained and preserved by the residents (City of Fremantle, 2011). Figure1: Fremantle – Ariel view Source: Wikipedia II. Review of tourism and hospitality product The maritime atmosphere of the city is a key attraction for visitors which can be experienced through walks around the Fremantle Fishing Boat Harbour. There are various waterfront restaurants in this harbour which overlooks the Indian Ocean, presenting a spectacular view. Some of the other key areas of attraction include the Roundhouse Whalers Tunnel, Fremantle Chocolate Factory, Fremantle Prison & Museum, Western Australian Maritime Museum, the Fremantle Arts Center, Fremantle markets, Fremantle town hall, and the Carnac Island etc among various others (Stayz.com.au, 2011). Tourist Attractions: The Fremantle Fishing Boat Harbour is a working harbour which is lined up with a variety of waterfront restaurants which offer spectacular views of the Indian Ocean. These restaurants are a major tourist attractions, mainly on account of the wide variety of international cuisines served. Figure: The Fremantle Fishing Boat Harbour Source: http://www.australianexplorer.com/tourist_attractions/9028476/profile.htm The Roundhouse Whalers Tunnel is a purposely built gaol, to house those who broke the local laws. It was established in the year 1831 and has been preserved ever since, and today, it is a historical landmark. The view from the Roundhouse is spectacular, as it overlooks the Bathers Beach and the Indian Ocean. There is a tunnel just below the Roundhouse, called the Whalers Tunnel. This tunnel was built in the year 1837 to allow the members of the Fremantle Whaling Company an easy access between the Fremantle town and the Bathers Beach. There is a signal station which was used in olden days, to signify the correct time to the navigators of ships entering the town. Although this process of discontinued eventually by the year 1937 the structure still stands today signifying a bygone era (Fremantle.com.au, 2011). Figure: The Roundhouse and Whalers Tunnel Source: http://www.fremantlewa.com.au/accom_result1/round-house-and-whalers-tunnel/ The Fremantle Chocolate Factory is one of the most popular tourist attractions in the city. The factory is famous for its handcrafted chocolates, and visitors are offered an opportunity to taste the exquisite varieties of specially made chocolates and fudge, absolutely free of charge. The visitors are also offered a tour of the factory where they can observe the process of chocolate making through the viewing gallery window. With a large variety of chocolates on display and sale, coupled with a free entry and tasting, makes it a hot favourite destination for tourists of all ages. Furthermore, the site also offers wheelchair assistance for those with disabilities or for aged tourists thus making it even more attractive and approachable. Figure: The Fremantle Chocolate Factory Source: www.google.com The Western Australian Maritime Museum is a Maritime museum located on Victoria Quay, Fremantle. It comprises of various 'themed' galleries such as the Indian Ocean, the Swan River, fishing, maritime trade, naval defence etc. It also has an impressive collection of several iconic vessels from West Australia's maritime history (Fremantle.com.au, 2011). Figure: Western Australian Maritime Museum Source: http://www.fremantlewa.com.au/accom_result1/western-australian-maritime-museum/ The Fremantle Arts Centre is is a historic landmark built using the convict labour and was used as a psychiatric hospital which later came to be known as an Asylum for the criminally insane. Currently it runs a cultural program which exhibits contemporary visual arts and crafts and other creative arts. It organizes free music concerts on Sunday afternoons and participates in various local festivals. Figure: Fremantle Arts Centre Source: http://www.fremantlewa.com.au/accom_result1/fremantle-arts-centre/ Fremantle Markets were established in the year 1897, and are a must see tourist destination in Fremantle. It offers various fascinating and exotic products and an opportunity to experience the blend of music, arts and culture. It offers the tourists a unique opportunity to experience the rich cultural heritage of the city. Hospitality: Fremantle offers a wide variety of wine and dining restaurants, with a view of the sea. The restaurants offer international cuisines and especially fresh sea food (countrywide.com.au, 2011). III. Sustainability cost-benefit analysis Sustainable tourism is a term which is used to describe the long-term future prospects of a tourist destination with regard to its popularity and ability to continue attracting tourists. It is defined as a "tourism which is in a form which can maintain its viability in an area for an indefinite period of time" (Butler, 1993, Pp. 29, in Fennel, 2002, Pp. 27). Various factors which ensure sustainable tourism include effective use of local resources in a sustainable manner; maintaining and promoting diversity; integrating tourism and planning; encouraging involvement of locals; as well as marketing tourism in a responsible and planned manner. In the context of Fremantle city, as a major tourist destination the various costs and benefits involved are discussed hereunder: Of the various benefits of Fremantle as a tourist destination two of the most significant benefits include: the ability to encourage and increase employment; attract foreign trade, and revenues. Tourism attracts large number of people all over the world, to gather in one particular area / destination, thus creating opportunities for lodging and boarding; ferrying passengers to and from the major stations i.e. airports, or railway stations; the facilities of a tour guide; providing vehicles on rent for allowing the tourists to explore the area; etc among many others. This creates an opportunity for employment in the area and provides a major source of livelihood several people in the area. Furthermore, apart from such direct impact on employment, tourism also creates indirect employment such as development in the realty sector where new hotels and restaurants and such places offering accommodation for the tourists; encouraging the development of manufacturing of local arts and crafts; agriculture; etc. Tourism is known to be a highly labour intensive industry, and hence the cost of the same can be calculated in terms of the following ratio: Employment / Output ratio = No. of workers employed Contribution of tourism to national income However, if the income generated from tourism is not adequate then the benefit of employment might turn into a cost, since the cost involved in setting up support structure i.e. development of hotels and resorts, and sustaining tourism in general requires high capital investment. Tourism plays a key role in a country's balance of payments, by attracting huge foreign exchange earnings. Furthermore it provides for free promotion of the tourist destination in their respective countries, generating more enquiries and more tourists. The costs of tourism on the other hand, involve: Environmental costs such as noise pollution, considerable alterations in the natural landscapes by way of construction or setting up of shops for tourists benefit; congestion of traffic; increased cost of conserving the natural resources and / or the wildlife parks or reserves; increased cost of preserving the historical monuments. The benefits of tourism can be maximized by ensuring that all the sections of the local community, especially those who are the most economically disadvantaged are encouraged to participate in reaping the benefits of this trade. This would ensure greater participation of the locals and hence greater revenues. Furthermore, the managers must ensure that all the local forms of art, culture and music are preserved and encouraged, and that they are not being run over by other commercialized and international chain stores or institutions. IV. Butler Life Cycle According to Butler's life cycle model, resorts undergo various evolutionary changes over a period of time, owing to the changes in its development. These changes are represented by way of stages in the form of a diagram (see figure below). There are seven key stages in the life cycle of a resort, which include exploration, involvement, development, consolidation, stagnation and decline or rejuvenation (Butler, 1980). Figure: Butler Life Cycle Model According to the Butler’s life cycle and on the basis of the cost benefit analysis carried out in the previous section of this paper, it can be estimated that the city of Fremantle According to Butler, the involvement stage is the stage where visitors from the overcrowded urban locales are attracted to the relatively quiet and peaceful environment of the small town, where the landscape is unspoiled in the sense, that it still retains the old historical monuments in the form of architecture, and arts and music with regard to culture. The essence of a bygone era are still preserved and cherished by the locals, which proves to be a highly attractive alternative for the tourists to escape the hustle and bustle of urban lives. Furthermore, the local stores are fully aware of the requirements of the tourists and acknowledge their needs, thus providing appropriate and efficient services to suit their needs. This stage also signifies the creation of local jobs and sources of employment, and the sale of locally made products such as arts and crafts, which are cherished by the tourists. The town displays an established seasonal pattern which is aimed particularly at the tourist seasons in mind, catering to their requirements. However, the development is not excessive in this stage, and is just enough to sustain tourism. Most of the big luxury hotels are in the nearby capital city of Perth which is approximately 15 kilo meters away from this picturesque town, thus keeping it from being too overcrowded and succeeding in retaining its historical grandeur. Conclusion and recommendations: Fremantle has maintained its place as a historical tourist destination offering a fair blend of modern and old culture both at the same time. The place is largely benefited from the location of the capital city of Perth just miles away from it, so that it affords them the option to not entirely commercialize the destination, and yet attract fair number of tourists each year. The local authorities have taken a keen interest in the development and maintenance of the city and promote its historic and cultural appeal to the international as well as local tourists. Unlike various other popular tourist destinations, the city of Fremantle has not yet taken active steps in commercializing the place, by promoting construction of large buildings, which might ruin the historic and ethnic feel of the place, which is the key attraction. However, in order to ensure sustainable tourism in the long run attempts must be made to improve and increase economic gains, as well as social and environmental sustainability through economic benefits. This can be done by encouraging the local public in getting involved with the decision making process and asking for their inputs regarding the various ways in which the environment and culture of the unique place could be preserved. Encouraging tourism always inevitably involves more traffic and congested streets, thus creating a disturbance for the locals. Efforts must be taken to ensure that the same is carefully planned and thoughtfully managed, to ensure minimum possible disruption to the lives of the locals, and maximum possible benefits and ease of travelling to the tourists. Appendices The Fremantle Fishing Boat Harbour Map Source: http://www.fremantlefishingboatharbour.com/map.htm References: Butler, R., (1993) in Fennel, D. A., Ecotourism programme planning, CABI Publication, Pp. 27 Butler, R.W. (1980). The concept of tourism area cycle of evolution: implications for management of resources. Canadian Geographer. 24 (1), pp.5-12. City of Fremantle (2011). About Fremantle [Online] Available at: http://www.fremantle.wa.gov.au/City_of_Fremantle/About_Fremantle [Accessed: May 13, 2011] Countrywide.com.au (2011). [Online] Available at: http://www.countrywide.com.au/fremantle.html#ffbh [Accessed: May 13, 2011] Fremantle.com.au (2011). [Online] Available at: http://www.fremantlewa.com.au/accom_result1/western-australian-maritime-museum/ [Accessed: May 13, 2011] Stayz.com.au (2011). [Online] Available at: http://www.stayz.com.au/accommodation/wa/perth/fremantle/activities#Sightseeing [Accessed: May 13, 2011] Wikipedia (2011). Fremantle Ariel View [Online] Available at: http://en.wikipedia.org/wiki/File:Aerial_view_of_Fremantle.JPG [Accessed: May 13, 2011] Read More