Infrastructure and Material Resources for Tourism - Literature review Example

Hamilton Island as a Tourist Destination Region Name: Tutor: Course: Date: Introduction The aim of this essay is to explore Hamilton Island as tourist destination region and relate with key tourism concepts and theories. Hamilton Island is a key tourist destination popular to visitors around the world who are interested in experiencing unique tourist attractions, food and cuisine, refined cultures and general ambience. According to Fuller et al. (2007) many visitors find Australian islands to be ‘iconic’ and built form sites likely to be visited by tourists due to their natural attractions and events. As one of the leading tourist destination globally, the Australian Island region is popular to international visitors especially the British and the Chinese. Specifically, visitors getting into Hamilton Island are interested in watching pristine white beaches, the Great Barrier Reef and Whitehaven Beach. Perceived reef quality and the perception of reef condition affect tourism demand (Biggs, 2011). Other places of interest include water-sporting fronts, cultural exhibitions and performances and holiday homes. To increased tourism revenues and ensure sustainable tourism, the Australian government is walking on a tight rope. The Social Exchange Theory, sustainability and tourism specific conditions as discussed in the essay are seen as vital in shaping visitor perceptions of Hamilton Islands. Hamilton Island as Tourist Destination Region Hamilton Island is most soft-after and spectacular Australian holiday destination. With a long and fascinating history, the Island stands out in terms of facilities and infrastructure as a world-class tourist destination. The infrastructure has undergone rapid reconstruction and refurbishment with state-of-the-art swimming pools, spas, six-star villas, and yachting clubs (O’Connor, 2007). Apart from the mild weather all year round and beautiful sceneries, there are daily flights and ferry services for visitors getting in and out of the holiday destination. Burns et al. (2010) obtains that the major aspect of holiday experience is creating the visual world for the tourist. The authors observe that imagination is a key guide towards projecting a mental image and photographs of the visiting destination. Hamilton Island is famous for its pristine white beaches, the Great Barrier Reef and the Whitehaven Beach. Tour operators show willingness to expand their itineraries to include services and natural attractions in regions where there are excellent interpretation programs and natural resources (Cook et al., 2010). While cultural sites emphasize the natural attractions, new experience to visitors is enhanced by secondary attractions. For example, the indigenous people employed as liaison officers, policy advisers and wardens in Hamilton Island are sources of secondary attraction and experiences. Hiring the local people not only bring local benefits but also improve site management (Burns et al., 2010). Brida, Osti and Disegna (2013) observe that native-born residents generally have negative perceptions of tourism impacts and may not support an overall increase in the number of tourists to their region. Future tourism development policies, under social exchange theory, are supported by residents with positive perceptions of tourism impacts (Moyle et al., 2013). Visitors to Hamilton Islands have favorable experience and perceptions of small islands. This implies that local people can sustain interactions in the presence of favorable psychological, social and material resources between individuals and groups. Hamilton Island in the recent past has witnessed record occupancy rates and a year-round business. This was due to an increase in airline traffic and poor performance in the Australian dollar. As a result, domestic visitors preferred affordable ‘staycations’ bringing in additional 20,000 visitors in 2015 (Ludlow, 2015). International visitor numbers grew by 13 percent while domestic visitors increased by 7.5 percent (Travel blog, 2016). Also, the origin of the visitors is led by UK (23 percent), Japan (20 percent), China (18 percent) and Victoria (13 percent). The reason for the surge in visitor numbers is multi-faceted. Wang (2014) argues that holiday purchase involves large spends driven by motivations to purchase of tourism products. The cultural, economic and psychological aspects of motivations determine the decisions to travel among groups or individuals. Being high income countries, visitors from Japan and Britain can afford to escape their work schedules and enjoy holiday destinations away from home. Similarly, improvement in payment methods, ease of shopping for tourism products, different intermediary usage, and purchasing methods has increased tourist participation among many Asian nations (Huang & Petrick, 2010). Moreover, expenses allocated on tourism products determine the pattern of expenditure (Jang et al., 2004). For example, Chinese middle class has continually risen in the recent years making them to discover Australia for the first time. Specifically, they are motivated by Australian natural beauty, food and wine, fresh produce, cosmopolitan cities and clean air. Tourists visiting Hamilton Island not only get an opportunity to sight see Whitesunday Island and the Great Barrier Reef, but also an access the largest conference facilities of up to 1,000 delegates and meet a team of experienced staff (Hamilton Island, 2015). Moreover, there are at least 60 team-building activities for corporate clients and business executives. Ideal for corporate entertaining, the Island has a range of themed events for groups and special dinners. According to Getz and Page (2016), events are key marketing propositions and animators of destination attractiveness. To attract visitor spending, events promote places owing to increased global competitiveness. Using Leiper's analogy, Pike and Page (2014) observe that events in a tourism system have become a core destination system element where ancillary services, transport, attractions and accommodation are fairly developed. Moreover, the provision of infrastructure enhances capacity of destinations, expands the tourism potential and destination offer beyond holidays as a narrow focus of leisure-based tourism (Cook et al., 2010). For sporting infrastructure, conference facilities and arts and cultural facilities have been developed by new investors who are interested in making good revenues in Hamilton Islands. The new investors according to Connell, Page and Meyer (2015) are taking advantage of the critical relationship existing between events to fill the off-peak season gap and events that bridge the visitor attraction market. Events stimulate a substitutable form of demand among domestic visitors and residents. Allen et al. (2011) shows that event organizations are tasked with staging or hosting events. While organizations such as Australian Open tennis tournament are event-specific bodies, Hamilton Island has specialized event organizers companies contracted on behalf of their clients. These specialized companies develop long- term relationships as they often organize a number of events on regular basis with their suppliers and clients. Getz (2007) argues that planned events are unique and temporal-spatial phenomenon where management systems, people, the program, design elements and the setting interact. In November of every year, the PGA Professionals Championship has great prize giveaways for Amateur Stableford Event and the PGA Professionals Championship national finals. The Whitehaven Beach Ocean Swim and Fujifilm Hamilton Island Triathlon hosted in Australia’s most beautiful locations is the ultimate test of endurance. Mother’s Day Classic is an annual event for mothers as they fundraise for breast cancer research by walking in the Park (Hamilton Island, 2015). Most of these events are dissimilar and appealing of which one enjoys the unique experience and becomes a lost opportunity if missed. Event experiences communicated through various media offer something of value and interest to the tourism industry and its consumers. For example, Hamilton Island is a perfect environment to enjoy cultural performances and experience inspiring art. Throughout the year, the Island offers artistic and cultural events, ballet performances and photography workshops. Tourists get an opportunity to indulge in world class theatre, perfect existing talent or learn new skills (Hamilton Island, 2015). The Australian Ballet in its seventh year at Qualia, offers guests the opportunity to witness pas de deux in paradise which is a rare outdoor performance. Sport events or competitions differentiate the amateurs from the professionals (Pike & Page, 2014). However, from a global view it quite difficult to classify the many varieties of sport competitions (Weed, 2006). Hamilton Island offers off-water and on-water challenges for all age groups and fitness levels. Some other sporting events include golf game, triathlon, walk and ocean swim. The Great Whitehaven Beach Run is run along the spectacular length of Whitehaven Beach spanning about 11km or 5.5km (Hamilton Island, 2015). On the other hand, Stamford Financial Hilly Half Marathon is held each May and follows the undulating interior walking tracks, fire trails and the roads of Hamilton Island. The Gatorade Clash of the Paddles is run over four exciting days and is one of the world’s toughest paddling events and outrigger canoe racing. Audi Hamilton Island Race Week is a spectacular race and famous yachting events that brings to the Whitsundays yachties and spectators from all around the world. Mainly played for recreational purposes, most of the games or sporting activities are hosted in tourist facilities. While these tourist facilities use events and conferences to propel their destination, Kold (2006) opine that their success depends on timely significance, status and uniqueness of the events to attract attention and create interest. The destination and events, in the long-run become inseparable given their consistent re-occurrence (Etiosa, 2012). Moreover, high levels of exposure, positive imagery and media recognition create competitive advantages. Long-haul markets and changing consumer demand patterns has impact on sustainability Australian tourism industry (Ruhanen, 2013). Extensive research has been done on the effect of climate change on Australian Islands including Hamilton islands and how the region is implementing mitigation and adaptation strategies. Ruhanen (2013) argues that with continued international tourist arrivals, sea level rises threatens coastal tourism destinations in Australia. Effect of climate change on the Great Barrier Reef remains the biggest long-term threat. Sours in global temperatures make the sand, sea and sun Australian tourist destination too hot. Furthermore, immediate pressures include decline in water quality owing to the sediment and nutrient runoff from agricultural production is affecting sustainable tourism at Hamilton Island (Sturmer, 2015). As a result, the Australian government is seeking ways of empowering businesses and industries to observe sustainable packaging and solid waste disposal initiative. In the past year, it installed AUD $265,000 mini conveyor belt system called the Materials Recycling Facility (MRF) that has seen 600 kilograms of hotel room waste recycled daily (Times, 2015). It was observed that 85 per cent of the content was found to be recyclable. This initiative will help reduce packaging litter and increase recycling rates. Besides, the youth and student travelers in behavioral point of view are now keen to learn and discover the diverse cultures and interactions with local populations. They are likely to create a more sustainable ecotourism as theirs involve backpacking. As examined by Benckendorff et al. (2012), students’ ecological beliefs and environmental attitudes shape the general interest of the young with regard to environment and sustainable tourism. For the young traveler segment backpacker behaviors and motivations will shape future issues of sustainability. This is because not all backpackers are young as indicated in the demographics. Through this tourist demand segment, these factors seize the potential of promoting responsible behaviors and the aspects of environmental sustainability. Conclusion The essay on Hamilton Island as a tourism destination region has found that the Island’s infrastructure has undergone rapid reconstruction and refurbishment to increase holiday experience of tourists by influencing their visual world. The indigenous communities, and in relation to the social exchange theory, demonstrate willingness to expand their itineraries and participate in tourist activities at Hamilton Island. This is because their involvement in employment opportunities draws positive perceptions of tourism impacts and help support an overall increase in the number of tourists to their region. The cultural, economic and psychological aspects of motivations determine the decisions to travel has witnessed a surge in visitor numbers from Britain, Japan and China. Hamilton Island has natural beauty, food and wine, fresh produce, cosmopolitan cities and clean air. Furthermore, it offers access the largest conference facilities and at least 60 team-building activities for corporate clients and business executives. The popularity of events and conferencing facilities is because the destination and events have become inseparable given their consistent re-occurrence in the long-run. Events, given their high levels of exposure, positive imagery and media recognition create competitive advantages. While climate change on the Great Barrier Reef remains the biggest long-term threat to Hamilton Islands, the Australian government is adopting sustainable packaging and solid waste disposal initiative to ensure sustainable environment and tourism. Assignment reflection In searching and compiling sources for this essay, I learned library and internet search skills. I felt that I needed more time to get through pictures and videos of Hamilton Island as a tourist destination of interest. Although I was limited by space and time, I learned that tourism is multi-faceted and it is not only about revenue generation but providing value for tourists. I observed that in countries that have well-built infrastructure and material resources for tourism, the destination becomes attractive and popular. I felt that in the course of my studies, I should get first-hand experience on what it means to be an international tourist visiting small Australian islands. I think countries and nations that intent to boost their destinations as leading tourist region should strive to achieve competitive advantages by improving their natural attractions, events and investing in local talent and experience. 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