Statistics Working Group
Cultural Tourism Statistics
Available in Australia at the National and State/Territory Level
This report has been prepared by the National Centre for Culture and Recreation Statistics of the Australian Bureau of Statistics
August 2001
Table of Contents
The aim of this report is to identify sources and collections of cultural tourism statistics in Australia that provide national or State and Territory level data. The report has been produced to:
To conduct the background research required to complete this report, a number of steps were taken. In the early stages, members of CMC SWG were consulted to assist in identifying existing data sources and contacts who might be aware of relevant information. In addition to contacting suggested and other related organisations, literature searches, web searches (see Appendix 7) and data base searches were undertaken.
During the development of the report it became clear that there was not a large amount of data or related publications available on cultural tourism statistics at the national and State and Territory levels. Overall, the people contacted in relation to this report were not aware of much Australian research in the area of cultural tourism and this was confirmed by literature, web and database searches. In the light of this, the report concentrates on identifying needs for research and identifying organisations that may be able to assist CMC SWG in further statistical research in the area of cultural tourism.
One of the research tasks undertaken for this report was to investigate the feasibility of establishing an agreed definition/definitional framework for cultural tourism research. This involved a review of definitions included in the culture and tourism literature, as well as discussion on this topic with cultural tourism stakeholders.
The first question asked by those contacted about the collection of cultural tourism statistics invariably related to what definition of cultural tourism was being utilised. This supports the view that a wide range of meanings exist for the term, as was further reflected by a search of the literature. A report produced by the Bureau of Tourism Research (Occasional Paper No 27, 1998, pages 4-8, 63) provides a useful discussion on the types of definitions of cultural tourism in use.
Some examples of cultural tourism definitions are listed below.
A cultural tourist is defined as a person who stayed more than 40 kilometres away from home for at least one night and attended a cultural venue. (Note that cultural venues were defined to comprise the following venues and activities: art gallery; museum; animal/marine park; botanical garden; library; popular music concert; classical music concert; theatre; dance; opera or musical theatre; other performing arts; and cinema.) (Australian Bureau of Statistics, 'Domestic Cultural Tourism in Australia, 1994-95', 1997).
Cultural tourism is defined by attendance by inbound visitors at one or more of the following cultural attractions during their visit to Australia: festivals or fairs (music, dance, comedy, visual arts, multi-arts and heritage); performing arts or concerts (theatre, opera, ballet and classical and contemporary music); museums or art galleries; historic or heritage buildings, sites or monuments; art or craft workshops or studios; and Aboriginal sites and cultural displays (Bureau of Tourism Research, 'Cultural Tourism in Australia', 1998, p.7).
Cultural tourism is tourism that focuses on the culture of a destination - the lifestyle, heritage, arts, industries and leisure pursuits of the local population (Office of National Tourism 'Fact Sheet No 10 Cultural Tourism', 1997).
Cultural tourism can be defined as that activity which enables people to experience the different ways of life of other people, thereby gaining at first hand an understanding of their customs, traditions, the physical environment, the intellectual ideas and those places of architectural, historic, archaeological or other cultural significance which remain from earlier times. Cultural tourism differs from recreational tourism in that it seeks to gain an understanding or appreciation of the nature of the place being visited (IOCOMOS Charter for Cultural Tourism, Draft April 1997).
Cultural tourism may be defined as that movement which involves people in the exploration or the experience of the diverse ways of life of other people, reflecting all the social customs, religious traditions, or intellectual ideas of their cultural heritage (IOCOMOS Charter for Cultural Tourism, Draft April 1997).
Cultural tourism is an entertainment and educational experience that combines the arts with natural and social heritage and history (Cultural Tourism Industry Group - Website).
Cultural tourism defines the phenomenon of people travelling specifically for the sake of either experiencing another culture or the cultural attractions of a place (Arts Industry Tourism Council, 'Cultural Tourism Development in Victoria', June 1997).
Cultural tourism embraces the full range of experiences visitors can undertake to learn what makes a destination distinctive - its lifestyle, its heritage, its arts, its people - and the business of providing and interpreting that culture to visitors (Commonwealth of Australia, 'Creative Nation', 1994).
Cultural tourism covers products which authentically reflect the culture of the destination (e.g. lifestyle, heritage and industrial activity) and visitors who seek an understanding of that culture (Tasmanian Department of Tourism, Sport and Recreation, 'Strategies for Growth', 1995).
Cultural tourism: General term referring to leisure travel motivated by one or more aspects of the culture of a particular area ('Dictionary of Travel, Tourism and Hospitality Terms', 1996).
These definitions reveal a diverse range of views on what the term 'cultural tourism' encompasses. This diversity in views is also apparent in discussions with cultural tourism stakeholders. In essence, it seems that cultural tourism is understood more as a concept than as a particular set of products or articles, and the range of what is considered to be within the scope of cultural tourism is heavily influenced by personal or professional perspectives. For example, industry stakeholders have expressed the view that international tourists tend to strongly link the term 'culture' in Australia with Indigenous culture. Domestic tourists, on the other hand, tend to link 'culture' with institutions such as art galleries, museums, etc.
The range of definitions noted above also reveals that some define cultural tourism from the 'supply side' perspective, while others take the 'demand side' perspective. That is, when cultural tourism is viewed from the supply side perspective, it is defined by attendance at specific cultural venues (such as art galleries and museums) by tourists. Alternatively, when viewed from the demand side, cultural tourism is defined as tourists satisfying their need for new cultural experiences. In the case of international tourism, the scope of this demand side definition could be very broad and could include the desire of international visitors for Australian experiences such as visiting an Australian pub or attending the cricket.
Given the broad range of views on what constitutes cultural tourism, it appears that the feasibility of developing an agreed definition for cultural tourism is not high. If this is the case, one could ask: what are the consequences of this? According to the Bureau of Tourism Research report (1998, p. 1), "an essential requirement for research into cultural tourism is an agreed definition". However, we tend to disagree. We believe that ideally an agreed definition would be used by all those undertaking research in the area; the existence of such a definition would improve the comparability of results across studies and across time. However, the existence of an agreed definition is not vital. Instead, research that is relevant and fit for purpose that makes use of a valid measure of cultural tourism can still further our understanding of cultural tourism in Australia.
It may be useful to further consider the objective of having an agreed definition. If the purpose is to ensure a consistent understanding of the concept of cultural tourism, a brief statement encompassing this concept would be sufficient. However, if the purpose is to define the scope of what should be included in future collections of cultural tourism statistics, then to make the definition operationally feasible, practicality would preclude the adoption of anything other than a fairly narrow definition. The problem is that coming to some agreement on what this narrow definition should be - in terms of meeting the needs and objectives of all those collecting data in this area - would be a challenging task.
However, if an agreed narrow definition is adopted, it is worth noting that the above definitions all take a broad approach to defining cultural tourism, with two exceptions. These exceptions are the definitions used by the Bureau of Tourism Research (BTR) and the Australian Bureau of Statistics (ABS), which are the only definitions developed specifically for the purpose of collecting statistics. Given that the principal collectors of existing nationally based statistics on cultural tourism are the BTR and ABS, and if the objective of an agreed definition is to enable statistics to be collected, it would make sense to align as closely as possible to these two definitions or, at a minimum, to use those two definitions as a starting point for discussions on a standard definition.
It is important to note the distinction between those people visiting specifically for cultural purposes versus those who are incidentally taking in culture on their visits. However, many stakeholders expressed doubts as to the extent to which discrete distinctions can be made between reasons for travel, particularly in the case of international visitors. They suggested that tourists were motivated by an overall package of attractions, of which cultural activities may be one component along with many others, including the weather, beaches, scenery, etc. They considered that only a small proportion of international visitors would be motivated by a single cultural attraction but that incidental cultural tourism is common among visitors.
Making a distinction between specific and incidental cultural tourists is further complicated for practical reasons. That is, the main sources of Australian data on reasons for travel - the BTR's International and National Visitor Surveys - do not have a response option of 'culture' in questions on reason for travel. Yet, in certain types of research, for example, studies about the characteristics of those attending a single attraction (such as a major festival), the distinction could easily be made by asking respondents about their main reason for travel.
Another complication is that while a cultural product may have initially stimulated the tourist's interest, this may not be revealed by questioning the tourist. For example, releases of some Australian films such as 'Crocodile Dundee' overseas have been credited with boosting the numbers of tourists visiting Australia by showing images of Australia's natural features, lifestyle, etc. This contribution can easily be missed in surveys collecting data on cultural tourism.
The BTR is the main source of tourism data in Australia, with information of relevance to cultural tourism being collected in both its International Visitor Survey (IVS) and its National Visitor Survey (NVS). This section provides a detailed description of these two surveys, as well as presenting some information from other surveys that collect relevant data.
The BTR's IVS was first conducted in 1969 and then intermittently until it became an annual collection in 1988. The survey draws on personal interviews with 20,000 overseas visitors aged 15 years or more who are departing major Australian airports (Sydney, Melbourne, Brisbane, Cairns, Perth, Adelaide and Darwin) each year. Data items collected include:
Some limited information on cultural tourism can be extracted from the IVS. Summary information is published on a quarterly and calendar year basis in the following two publications.
International Visitors in Australia - Results of the International Visitor Survey ($85.00)
International Visitors in Australia - Quarterly Results of the International Visitor Survey ($27.50)
The annual IVS publication covers:
Questions on the reasons (main and subsidiary) for visiting Australia do not provide a cultural tourism indicator and are restricted to the following categories:
|
Main |
Subsidiary |
|
|
Some information on visitors motivations can be gleaned from a question on 'Factors influencing decisions to come to Australia'. Respondents are asked to indicate all factors (not just the main one) that were of relevance to their decision to travel to Australia. A complete list of the factors for the 1999 survey are:
While most factors are not relevant for analysis of cultural tourism, a few are appropriate. According to the International Visitors in Australia publication, 5% of visitors in 1999 stated that a factor influencing their decision to visit Australia was to experience Australian culture, 3% stated that the opportunity to experience Aboriginal culture was a factor, while less than 1% stated that a factor was to attend a festival or carnival (note that very few people in the sample gave this as a reason, and therefore it has a high relative standard error). As shown in the table below, in 1995 and 1999, the likelihood with which 'culture factors' influenced decisions to come to Australia varied according to the main purpose of the visitor's journey. Those indicating their main reason for visiting Australia was for a holiday were most likely to have been influenced by the desire to experience Australian culture or Aboriginal culture.
|
Main purpose of journey |
||||||||||
|
Holiday |
Visiting friends & relatives |
Business |
Other |
Total |
||||||
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
|
% |
% |
% |
% |
% |
% |
% |
% |
% |
% |
|
|
To experience Australian culture |
13 |
6 |
2 |
4 |
1 |
1 |
3 |
4 |
8 |
5 |
|
To attend a festival or carnival |
*0 |
*0 |
*0 |
*0 |
*0 |
*0 |
*0 |
*0 |
*0 |
*0 |
|
To experience Aboriginal culture |
4 |
4 |
1 |
1 |
*0 |
*0 |
1 |
2 |
2 |
3 |
|
To attend theatre or other performing arts |
2 |
n.a. |
1 |
n.a. |
*0 |
n.a. |
*0 |
n.a. |
1 |
n.a. |
n.a. Not available
* Relative standard error exceeds 50% (use with caution).
Source: International Visitors in Australia: Annual Results of the International Visitor Survey, Bureau of Tourism Research, 1996 and 2000.
The annual IVS publication also shows information about the factors influencing the decision to come to Australia by the country of residence of the visitor. The following table shows that in 1999, 10% of visitors from the United Kingdom and 9% of visitors from Germany were influenced by the opportunity to experience Australian culture. About one in eight (12%) visitors from Germany stated that the opportunity to experience Aboriginal culture was a factor influencing their decision to come.
International visitors by factors influencing decision to come, Selected countries of residence(a)
|
New Zealand |
Japan |
United Kingdom |
USA |
Germany |
||||||
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 9 |
|
|
% |
% |
% |
% |
% |
% |
% |
% |
% |
% |
|
|
To experience Australian culture |
2 |
2 |
12 |
3 |
6 |
10 |
10 |
5 |
15 |
9 |
|
To attend a festival or carnival |
*0 |
1 |
*0 |
*0 |
1 |
1 |
*0 |
1 |
1 |
*0 |
|
To experience Aboriginal culture |
*0 |
*0 |
1 |
1 |
3 |
5 |
5 |
3 |
14 |
12 |
|
To attend theatre or other performing arts |
3 |
n.a. |
1 |
n.a. |
1 |
n.a. |
1 |
n.a. |
1 |
n.a. |
(a) Countries selected are those providing the largest numbers of visitors to Australia. Data for other countries are also published.
n.a. Not available
* Relative standard error exceeds 50% (use with caution).
Source: International Visitors in Australia: Annual Results of the International Visitor Survey, Bureau of Tourism Research, 1996 and 2000.
Note that while the above two tables only show data for the years 1995 and 1999, information is also available for intervening years. Note also that due to changes in some of the response categories used in this question, caution should be used when examining changes over time.
The annual IVS publication provides information on the number of tourists who visited specific places or attractions (a complete list of the attractions considered can be found in Appendix 3). Ten places or attractions are selected for each State/Territory but only a small number could be considered cultural. These are:
While the information is certainly of value to those involved with the selected attractions, it has limited value in helping to determine the overall level of cultural tourism in Australia as it excludes many cultural attractions. Tables showing the number of visitors who saw specific major cultural attractions are presented in the annual publication cross-classified by country of residence and main purpose of journey.
Data are also collected in the IVS on involvement in a fairly wide range of leisure activities while in Australia. In the publication showing the 1999 data, information on leisure activities undertaken while visiting Australia included the following cultural categories (see Appendix 3 for a complete list of the activities undertaken):
Similar categories were used in previous surveys. The table below shows the percentage of international visitors in 1995 and 1999 who visited the selected cultural activities while in Australia (note that data are also available for the intervening years). As shown in the table, almost one-third of visitors (32%) in 1999 visited history/heritage buildings, sites or monuments while in Australia and 27% visited museums or art galleries. The table also shows that the percentage attending varied by the main purpose of the visit to Australia. Some changes in attendance over time can also be seen. However, responses to three of the categories - namely, 'attendance at festivals/fairs or cultural events', 'visits to an Aboriginal site/community' and 'visits to history/heritage buildings, sites or monuments' - are not strictly comparable due to the changes in the category itself (as noted in the footnotes to the table).
International visitors by cultural activities attended, 1995 and 1999
|
Main purpose of journey |
||||||||||
|
Holiday |
Visiting friends & relatives |
Business |
Other |
Total |
||||||
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 9 |
1 9 |
|
|
% |
% |
% |
% |
% |
% |
% |
% |
% |
% |
|
|
Attended performing arts or concerts |
10 |
11 |
11 |
15 |
5 |
6 |
16 |
18 |
10 |
12 |
|
Visited museums or art galleries |
26 |
30 |
26 |
28 |
14 |
12 |
29 |
27 |
25 |
27 |
|
Visited art/craft workshops/studios |
14 |
10 |
16 |
13 |
4 |
2 |
8 |
6 |
13 |
9 |
|
Attended festivals/fairs or cultural events (a) |
41 |
7 |
44 |
8 |
18 |
3 |
35 |
12 |
39 |
7 |
|
Experienced Aboriginal art/craft and cultural displays |
n.a. |
15 |
n.a. |
8 |
n.a. |
2 |
n.a. |
10 |
n.a. |
11 |
|
Visited an Aboriginal site/community (b) |
14 |
7 |
7 |
2 |
2 |
1 |
7 |
5 |
11 |
5 |
|
Visited history/heritage buildings, sites or monuments (c) |
35 |
37 |
25 |
28 |
20 |
18 |
33 |
27 |
32 |
32 |
n.a. Not available
(a) In 1995, the category was 'Attend festivals/fairs/markets'.
(b) In 1995, the category was 'Visit an Aboriginal site'.
(c) In 1995, the category was 'Visit history/heritage buildings, sites, monuments or towns'.
Source: International Visitors in Australia: Annual Results of the International Visitor Survey, Bureau of Tourism Research, 1996, 2000.
In total, the annual IVS publication contains 10 tables which may be of interest to cultural tourism stakeholders but these provide only limited data. A full list of tables from the annual IVS publication is shown in Appendix 4. For example, of interest may be the fact that a table in the publication shows the leisure activities undertaken by visitors cross-classified by country of residence.
Quarterly publications are also produced from the IVS. These publications provide early access to key data on international visitor behaviour, including State shares of visitors and visitor nights, expenditure, types of accommodation and transport used. However, these tables are not useful in terms of identifying cultural tourists.
In the second half of the 1996 calendar year, the IVS included a supplementary questionnaire which focussed specifically on cultural tourism. It asked additional questions of 2,329 visitors who reported that they visited cultural attractions during their stay in Australia. This research formed the basis for BTR's Occasional Paper No. 27 entitled Cultural Tourism in Australia: Characteristics and Motivations ($47.00) (1998). The document provides extensive information on these visitors, including:
However, since these supplementary questions have not been asked since 1996, no comparisons over time are possible. Tables included in this publication include:
While informative, these data are now becoming dated. Many stakeholders expressed the view that a repeat of this particular research is an immediate need, especially in terms of gaining information both on the current picture and on change over time.
Detailed tabulations of IVS data can be purchased. These tabulations can contain much more information than is available in the quarterly and annual publications. For instance, an annual set of nearly 200 tables containing tabulations of nearly every question asked in the IVS, classified by purpose of visit, country of residence and first or return visit to Australia is available for each year. The cost of this set of tables is $800.00 per year including GST (if data are supplied on a CD-ROM). While this price means that each individual table costs about $4.00, only a handful of the tables are of use to those interested in cultural tourism.
BTR can also prepare customised tables from the IVS. This approach is likely to be of more value to cultural tourism stakeholders. The cost of any particular table varies according to the complexity of the table but, as a guide, a simple table containing less than 300 cells would cost $32.50 (according to discussions with BTR staff). For example, a table showing the factors influencing the decision of visitors to come to Australia which was cross-classified by the number of nights spent in Australia would cost $32.50. A five-year time series of this table would cost five times this amount i.e. $162.50. Note that these prices may increase over time and are inclusive of GST.
There are four key variables that could be considered for inclusion in customised tables as they provide some detail on cultural data. The four variables are: reasons for visiting Australia; places visited; activities undertaken; and expenditure on a range of items. These four variables are discussed below.
a) Reasons for visiting Australia: The question on reasons for visiting Australia has been repeated over several years on the IVS allowing a time series to be constructed (although the wording of some of the categories has sometimes changed). In the 1999 survey the question was worded as follows:
Question 17 - Before you came to Australia, did any of the following influence your decision to come? (the response options are listed above, under the heading 'Factors influencing decisions')
b) Places visited: A selection of 80 popular tourist attractions are presented to respondents of the IVS and they are asked to indicate which they visited during their stay in Australia. Data have been collected over a number of years on visits to these locations allowing a time series to be generated. While the list of attractions covers only a small number of cultural tourism attractions, they can be used to provide an indication of change over time in the number of cultural tourists to these specific attractions. The wording of the question was as follows:
Question 29 - Which of these places [in State] did you visit?
(see Appendix 3 for the list of places named)
c) Activities undertaken: A list of 29 activities is used to prompt respondents on the activities they undertook while in Australia. Respondents have the option of providing details on other activities they have been involved in during their visit although these are not listed separately in the publication. In 1999 the question was:
Question 37 - What leisure activities did you do during this trip?
(see Appendix 3 for all activities considered)
d) Expenditure: In the IVS, data are collected on expenditure on a range of items while in Australia. There is only one category of relevance to cultural tourism:
Question 57 - Did you spend anything on (item)?
'Entertainment such as theatres, movies, zoos, museums, nightclub, recreation, entry fees'.
The questions of direct relevance to cultural tourism (noted above) could be cross-classified (subject to limitations imposed by the sample size) by a number of other variables on which information is collected in the survey. Those variables which are likely to be of most value and interest are the following:
Question 2 Country of residence (e.g. NZ, Japan, UK, Singapore, Germany, Taiwan)
Question 3 Nights spent in Australia
Question 9 Whether travelling on a group tour
Question 13 Main reason for visit
Question 71 Sex
Question 72 Age (15-24, 25-34, 35-44, etc.)
Some information about the nature of cultural tourism that could be obtained by requesting customised tables from the IVS includes:
The NVS has been conducted by BTR since January 1998. The NVS replaced the Domestic Tourism Monitor (DTM) which was also conducted by BTR. It should be noted that differences in methodologies between the NVS and the DTM mean that data from the two survey vehicles cannot be compared.
The NVS involves interviews each year with around 80,000 Australian residents aged 15 years and over. It is an origin-based survey, with respondents being interviewed in their homes and details being collected about their recent travel. The NVS gathers information about holiday and leisure travel, business travel, visits to friends and relatives, and other types of tourism. Details are obtained of all travel in Australia in the past year, including trips involving nights away from home, day trips and trips by Australians overseas.
Information collected in the survey includes:
Results from this survey are published on a quarterly and calendar year basis in the following two publications:
Travel by Australians - Results of the National Visitor Survey ($85.00)
Travel by Australians - Quarterly Results of the National Visitor Survey ($27.50).
The annual NVS publication includes details on:
BTR collects data on the main reason for the trip using a number of detailed response categories which include 'entertainment/attending special event e.g. festival, performance' and 'conferences, exhibitions, conventions and trade fairs'. However, the percentage of persons who indicated those reasons are not shown separately in the NVS publication; instead they are grouped with other response categories. That is, the data are published using the following categories:
The annual 1999 publication includes details on leisure activities undertaken. The cultural categories were:
(Note: a full list of the activities can be found in Appendix 3)
The publication shows these categories cross-classified by main purpose of visit and State/Territory visited. The table below reproduces some of these data. For example, it indicates that 21% of all overnight visitors travelling to the ACT visited a museum or art gallery; this compares with an average of 4% of all overnight visitors in Australia doing so. Note that the annual publication also shows the number of visitors attending undertaking these activities by the main purpose of the visit.
Overnight visitors by cultural activities attended, 1999
|
State/Territory visited |
|||||||||
|
NSW |
Vic. |
Qld |
SA |
WA |
Tas. |
NT |
ACT |
Total |
|
|
% |
% |
% |
% |
% |
% |
% |
% |
% |
|
|
Attended theatre, concerts or other performing arts |
2 |
3 |
3 |
2 |
2 |
*2 |
*2 |
*2 |
2 |
|
Visited museums or art galleries |
3 |
5 |
3 |
3 |
5 |
5 |
12 |
21 |
4 |
|
Visited art/craft workshops/studios |
2 |
4 |
2 |
3 |
3 |
6 |
*5 |
*1 |
3 |
|
Attended festivals/fairs or cultural event |
2 |
3 |
2 |
2 |
2 |
3 |
*2 |
3 |
2 |
|
Experienced Aboriginal art/craft and cultural displays |
*0 |
*0 |
*0 |
*0 |
1 |
*0 |
10 |
*1 |
*0 |
|
Visited an Aboriginal site/community |
*0 |
*0 |
*0 |
*0 |
*1 |
*0 |
9 |
*0 |
*0 |
|
Visited history/heritage buildings, sites or monuments |
4 |
6 |
2 |
5 |
5 |
14 |
14 |
20 |
5 |
* Relative standard error exceeds 50% (use with caution).
Source: Travel by Australians: Annual Results of the National Visitor Survey, 1999, Bureau of Tourism Research, 2000.
Questions on leisure activities undertaken while staying away from home were asked in both years that the NVS survey has been conducted. While a two-year time series is of less value than a longer term one, over time, it will be possible to construct a valid time series as subsequent surveys are conducted (assuming the categories remain unchanged and methodologies do not alter).
A complete list of tables from the annual NVS publication is shown in Appendix 5.
None of the tables included in the quarterly publication, Travel by Australians - Quarterly Results of the National Visitor Survey, are useful in identifying cultural tourism.
Detailed tabulations of NVS data which contain more information than is available in regular BTR publications can be purchased from BTR.
First, a comprehensive set of tabulations of NVS data are available from the BTR for both 1998 and 1999. The cost of these tables is $800.00 (including GST) per survey per year (if data are supplied on a CD-ROM). Again, only a handful of tables are of use to those interested in cultural tourism.
Second, BTR can also prepare customised tables from this survey. The cost varies according to the complexity of the table but, as with the IVS, a simple table containing less than 300 cells would cost $32.50 which includes GST.
Key variables that could be considered for inclusion in customised tables are leisure activities undertaken and expenditure incurred. How these variables were measured is noted below.
a) Leisure activities undertaken: Similar to the IVS, a question was asked of day trip and overnight visitors about the activities undertaken while away from home. For those undertaking overnight stays, the question asked related to activities undertaken en route and at the final destination. The wording of the question in the 1999 survey was:
Questions C7 - What leisure activities did you do during this trip?
(See Appendix 3 for a complete list of the activities undertaken)
b) Expenditure: Data were collected in 1999 on expenditure on a range of items for those undertaking an overnight trip. As with the IVS, there is only one category of relevance to cultural tourism:
Question 26-33 - Did you spend anything on (item)?
'Entertainment, museums, movies, zoos, etc.'
These items could be cross-classified (subject to limitations imposed by the sample size) by a number of variables; the ones likely to be of most interest are as follows:
Note that for overnight trips, data on activities undertaken are collected for each region visited. While this information is not published at the region level, it would be available as a special data request.
Some information about the nature of cultural tourism that could be obtained by requesting customised tables from the NVS includes:
The NVS does not ask in-depth questions on cultural tourism such as those asked in the supplementary survey to the International Visitor Survey in 1996.
Apart from the IVS and NVS, it should be noted that the BTR also undertakes other surveys and that they have prepared a number of occasional papers (see Appendix 2). While these may be of interest to those seeking general information on tourism, these reports do not provide information on cultural tourism that goes beyond that collected in the IVS and the NVS.
In 1995, the ABS conducted a survey on attendance at cultural venues. This household survey asked 25,000 respondents whether they had visited any of a range of cultural venues in the last 12 months and whether any of these visits were while they were staying at least 40 kilometres away from home for at least one night. The survey asked for details on the type of venue visited while away from home in the previous 12 months and the State or Territory in which the venue was located. Results are detailed in the CMC SWG publication entitled Domestic Cultural Tourism in Australia, 1994-95.
The ABS data on domestic cultural tourism are now becoming dated and the collection of new information that would allow for comparisons over time is seen as important by stakeholders.
In general, comprehensive information on cultural tourism at a State/Territory level cannot readily be collected by an individual State or Territory because it is not feasible to monitor people as they cross a State or Territory border. Consequently, the only efficient way cultural tourism data can be collected for an entire State or Territory is to question people as they arrive or depart at each Australian international airport (for international tourists) or by conducting a nationwide household survey (for domestic tourists). These types of collections are employed by BTR in its International Visitor Survey and its National Visitor Survey (as discussed earlier).
There are varying amounts of data on visitors collected by cultural institutions themselves. The amount and nature of information collected varies widely, and tends to depend on the size of the institution, whether there is a charge for admission and whether the institution monitors access. Where attractions charge admission, they can more readily collect information from visitors at the turnstile. For instance, some institutions collect the postcodes of visitors. This information can be used to produce a profile of the regions of origin of visitors. Attractions that charge for admission are also able to collect some information through their season ticket sales. For those cultural venues and attractions for which there is no monitored access, surveys would need to be utilised for the collection of information. However, often, differences in definitions, or problems arising through small sample sizes, make comparisons between regions difficult. Much of the information that is collected by cultural organisations is unpublished but could be of value to cultural tourism researchers if made available.
The following provides information on research at the State/Territory level. While some details of other research related to a specific area, event or cultural experience are also provided, no attempt has been made to report all such research as this is beyond the scope of this report.
The Visitors to Victorian Attractions Study records the residential postcode of visitors as they enter an attraction. These data are compiled annually by Tourism Victoria and provide a time series of attendance at major Victorian attractions. While this study provides valuable data, particularly for individual venues, it should be noted that these data cannot be used to gain an understanding of the total number of visitors to Victoria who attended one or more attractions since people can visit more than one attraction on a trip (and thus there is double-counting of individuals in the collection). In addition, other relevant information is not available on the visitors to these attractions (e.g. demographic characteristics of tourists, duration of the trip, mode of travel, accommodation used, expenditure on the trip, motivations for the trip, satisfaction with the trip, etc.).
The Queensland Visitor Survey was conducted by AGB McNair for the Queensland Tourist and Travel Corporation. This survey of visitors staying in commercial accommodation collected data on the number of visitors, visitor nights and expenditure. The survey was conducted quarterly from 1982-83 until it was discontinued in December 1997.
The Sydney Convention Delegate Study collects data on a range of topics (including origin, travel arrangements, tours undertaken and expenditure) from delegates at international conventions held in Sydney. While this study only covers a small proportion of cultural tourists, it collects a range of relevant information about them.
The Melbourne Convention Delegate Study collected data about delegates attending five domestic and three international conventions held in Melbourne in 1999. Information collected included origin of the delegate, type of accommodation used, expenditure incurred, pre-convention and post-convention touring, and attendance at various venues (e.g. live theatre, museums, sporting events). The study will be conducted annually until at least 2002.
Economic impact studies have been completed on the Sydney Mardi Gras and the Adelaide Festival of Arts; these studies have collected data on the characteristics of attendees coming from interstate or overseas. Data collected included the length of stay, accommodation used, places visited, expenditure incurred, and whether the event was the main reason for the trip.
The Indigenous Tourism Survey was designed to measure international visitors' interest in and experience with Indigenous tourism products while in Australia. The survey was conducted for the Northern Territory Tourist Commission (NTTC) by AC Nielsen in 1999 and involved interviews with 1,407 visitors departing from airports in Sydney, Melbourne and Brisbane. A range of data items were collected, including prior knowledge about Aboriginal culture, interest in different types of Aboriginal cultural activities, information available (brochures, guidebooks, tourist information centres, etc.), Aboriginal cultural activities experienced, purchase of Aboriginal arts and crafts, duration of visit, type of travelling party and occupation.
Focus group studies of visitors to the NT have been conducted which aimed to gain insights into their expectations of Aboriginal cultures. The studies were commissioned by the NTTC and conducted by AGB McNair. This qualitative research was conducted in Darwin and Alice Springs in June 1996.
At the national level, some research has also been completed which examined specific segments of the cultural tourism market. As well as the studies on Indigenous tourism mentioned above, other segments which have been surveyed since 1997 include the meetings, incentives, conventions and exhibitions (MICE) industry, luxury cruise ships, and cultural shopping. The tendency has been for most of this research to be on a one-off basis with much of the base information sourced from the BTR visitor surveys.
In addition, the Australia Council produced a number of analyses of cultural tourism information on areas such as international visitors and the arts, and Aboriginal tourism. Once again these analyses were based on BTR data. Furthermore, these reports ceased in the mid-1990s.
In summary, while some survey information exists on cultural tourism at the national level which provides broad information on cultural activities by origin of visitor, it does not provide a detailed picture of both domestic and international cultural tourists. The more detailed information available from BTR's 1996 supplementary survey and the ABS 1995 collection are now dated.
There are some limitations with the data sources listed in the previous section. For the IVS survey, the number of respondents in the sample indicating that they had undertaken a cultural activity may not permit a detailed analysis (e.g. by age and sex) because the survey's sample size may not be large enough to produce reliable estimates. However, in these instances, it may be possible to combine results for different years to produce a more reliable estimate.
Another shortcoming with the IVS data is that it is not always possible to determine in which State or Territory the cultural activity was undertaken as this question is not asked. It can be determined in relation to visits to the specific cultural sites listed in Appendix 3. However, other than for those specific attractions, it can only be determined if the tourist visited only one State or Territory on their trip.
Furthermore, the IVS data do not provide information on the level of satisfaction gained by international tourists who visited cultural attractions. As well, apart from the cultural motivations supplement to the IVS in 1996 (as described earlier in this report), there is no information available from the IVS on the interest people have in visiting cultural venues.
There are also some limitations with the NVS data. The number of respondents indicating that they had undertaken a particular cultural activity may not permit a detailed analysis (e.g. by age, sex or income) as the sample size may not be large enough to produce reliable estimates (it depends on how many tourists undertook the particular activity). However, in these instances, it may be possible to combine results for the two years to produce a more reliable estimate.
The NVS also does not collect any information on the interest people have in visiting cultural venues, nor is any information collected on the level of satisfaction of tourists who visited cultural attractions.
Cultural tourism stakeholders identified a variety of needs for further research in the area of cultural tourism. Broadly, these were:
Stakeholders expressed the view that while there was some detailed information available that gave numbers of cultural tourists and their expenditure, much of the research was becoming dated. Further, a clear desire was expressed to have information collected on a regular basis to allow for trend analyses of the data. Such information was seen to be useful for:
Further, stakeholders noted that there was a need for research that led to a greater understanding of the profile and characteristics of cultural tourists and the motivations for them undertaking cultural tourism. Stakeholders felt that too often decisions in the area were made on the basis of assumptions and 'gut feelings', rather than on the basis of hard data. They indicated that information that indicates demographics, motivations, preferences, activities, sources of information and length of stay were required.
As noted earlier, the International Visitor Supplementary Survey conducted by BTR in 1996 provided useful information on international cultural tourism. Stakeholders expressed the view that it was desirable to establish a time series of this information. In terms of the costs of repeating this survey, which was conducted over a six-month period for the 1996 collection, estimates suggest that it would cost in the order of $100,000 (this would cover collection costs only and exclude the cost of analyses and preparing and publishing a report). If additional questions were added to the supplementary survey (e.g. in which State/Territory the activity was undertaken), this would, of course, further increase the cost as there would be additional interviewing time required and it may be necessary to increase the sample size to enable reliable estimates to be produced for the new variables.
A set of similar questions on cultural tourism could also be asked as a supplement to the BTR's National Visitor Survey. Given the much larger sample size of this survey, reliable information could be produced from interviews based on just one quarter. However, if there are concerns about a seasonal effect on the results, data from one quarter may not be satisfactory. Note, though, that the cost of including these questions on the National Visitor Survey would exceed that for the International Visitor Survey due to the large number of interviews involved.
The potential exists to further analyse the existing BTR data. On the one hand, doing so would be much more cost effective than collecting new data. On the other hand, clearly it will only be cost effective if the additional information is of value to the sector. Thus, to move this issue forward, the question that must now be addressed is whether the information that could be gleaned from completing additional analyses of the BTR data would be useful in expanding our understanding of cultural tourism in Australia.
Stakeholders also noted that they wished to gain more information on the profile, characteristics and motivations of people who do not engage in cultural tourism. They indicated that they wanted to know why certain people were not attending cultural venues and how their marketing and information dissemination could improve attendance rates of visitors. The characteristics of these people could best be collected via a household survey (for example, the National Visitor Survey) since a household survey which collects data on cultural tourists can also provide a profile of non-goers. To determine this profile, one would simply need to examine the characteristics of those interviewed who were not classified as cultural tourists. However, it would be necessary to question these people about the reasons they did not attend cultural events or venues. Note that gathering this type of information can be difficult. For example, the 1991 ABS Survey on Attendance at Selected Cultural Venues attempted to collect reasons why people did not attend cultural venues; the vast majority of reasons provided were responses such as 'too busy', 'not interested' or 'other priorities'. Thus rather than rely on information from surveys on why individuals did not visit cultural venues while a tourist, it may be more informative to collect such information by undertaking qualitative research (such as holding focus groups and conducting in-depth face-to-face interviews).
In terms of potential opportunities for more information, the Tourism Satellite Account was identified as a potential source of additional cultural tourism statistics. This Account was released by the ABS in October 2000 (ABS Catalogue no. 5249.0) and provides mainly financial data about tourism (e.g. consumption expenditure, value added). The objective of the Tourism Satellite Account is to address the difficulty that tourism is a demand related concept and not a single commodity that can be measured in unit output (e.g. such as cars). The Tourism Satellite Account provides information on tourism related expenditure that is currently recorded under a number of specific industry categories without recording that the demand is being generated by tourists. The Tourism Satellite Account is presented in a number of tables, showing supply, use, and demand by commodity, as well as value added by tourism related industries.
The ABS investigated the possibility of separating 'culture' from 'sport and recreation' in the industry classification of the Tourism Satellite Account. However, due to the limited industry data available at those levels, it was only possible to show 'libraries, museums and arts' separately. In other words, it was not possible to produce reliable estimates for 'motion picture, radio and television services', and these were grouped with 'sport and other recreation services' to form the category 'other entertainment services'. The ABS also investigated the possibility of splitting 'culture' from 'other entertainment' at the commodity levels, but were prevented from doing this due to the lack of reliable data. Thus, there is insufficient detail on cultural activities available from the Tourism Satellite Account to provide a useful indication of the value of cultural tourism to the economy.
The investigations undertaken for this report have made it clear there are little data available on cultural tourism. In turn, it was not surprising to find that stakeholders articulated the need for more research that provided an up-to-date picture of cultural tourism in Australia, as well as data that can be compared with past collections to allow for the monitoring of change over time.
In this report, it is noted that there are very few 'add-on' options for the collection of comprehensive information on domestic cultural tourism at either the national or the State and Territory level. One feasible method would be through the addition of questions to the BTR's National Visitor Survey (using questions such as those used in the Cultural Motivations Supplement to the BTR International Visitor Survey in 1996). However, this is clearly an expensive option. Similarly, data on international cultural tourism could best be collected as a supplement to the BTR International Visitor Survey. Again, the expense of collecting data via this method is not insignificant.
| Description: | Provides numbers and basic demographic characteristics of people attending selected cultural venues or activities. |
| Publisher: | Australian Bureau of Statistics; 1991, 1995, 1999. |
| Methodology: | Supplement to Monthly Population Survey covering approximately 30,000 households. Conducted 1991, 1995, 1999. Sample excludes foreign residents, diplomats and persons in the defence forces. |
| Relevant Data: | Place of usual residence; age group; family status; country of birth; employment status; marital status; educational attainment; frequency of attendance at selected venues; attendance at venues away from home (1995 survey only). |
| Contact: | ABS - NCCRS (08) 8237 7449. |
| Comment: | Large sample (can produce State estimates). Is expected to be repeated in 2003. However, data on attendance away from home only collected in 1995; thus information on attendance by visitors and non-visitors cannot be distinguished. Does not provide information on international visitors. |
| Description: | National and State data with analysis of domestic cultural tourism. |
| Publisher: | CMC SWG, 1997. |
| Methodology: | Data sourced from Attendance at Selected Cultural Venues, March 1995 (see above). |
| Relevant Data: | Attendance at cultural venues by interstate and intrastate visitors by: origin; sex; age; family status; employment status. |
| Contact: | ABS - NCCRS (08) 8237 7449. |
| Comment: | Definition of cultural tourism was people who attended a cultural venue while staying more than 40 kilometres away from home for at least one night. |
| Description: | Analysis of international visitors' cultural participation. |
| Publisher: | Australia Council: 1991. |
| Methodology: | Supplementary questions to the International Visitor Survey Oct - Dec 1990. |
| Relevant Data: | Attendance at art galleries/exhibitions/museums by region/purpose of visit/age; reasons for choosing particular museums/galleries; comparisons with previous surveys; frequency of live theatre and music attendance by region/purpose of visit/age; reasons for attendance/non-attendance. |
| Contact: | Australia Council (02) 9215 9000. |
| Description: | Summary of survey on the shopping purchases of overseas visitors. |
| Publisher: | Bureau of Tourism Research: 1996, 1999. |
| Methodology: | Supplement to International Visitor Survey: July - September 1995, covering 2,279 international visitors; July - December 1997 (number of respondents not specified). |
| Relevant Data: | Visitor purchases and expenditure by various categories, including region of origin, art and craft category; duration of stay; motivations for purchases and visits; satisfaction with aspects of art and craft shopping in Australia; attendance at entertainment venues by country/region of origin, age and duration of stay. |
| Contact: | Bureau of Tourism Research (02) 6213 7124. |
| Comment: | Does not cover purchases of domestic cultural tourists. |
| Description: |
Results of BTR studies into inbound visitors’ motivations and attitudes to Australian cultural attractions, activities and events. |
| Publisher: | Bureau of Tourism Research, 1998. |
| Methodology: | There were 3,550 overseas visitors included in the IVS between July and December 1996 who had attended a cultural site or event during their visit. Supplementary questions were asked of 2,329 of these people on their interest in cultural attractions and their motivations to visit them. |
| Relevant Data: | Visits to cultural attractions; motivations; characteristics of visitors; planning and information sources; satisfaction; specific and general cultural visitors. |
| Contact: | Bureau of Tourism Research (02) 6213 6940. |
| Comment: | Definition of cultural tourism used was the visitor’s attendance at a range of cultural attractions in Australia including: historic or heritage buildings, sites or monuments; Aboriginal sites and cultural displays; art or craft workshops or studios; festivals or fairs; performing arts or concerts; and museums or art galleries. The survey distinguished between specific and general cultural tourists. However, it covered international visitors only. |
| Description: | A survey of Australian domestic tourists' cultural participation, December 1990 - April 1991. |
| Publisher: | Australia Council, 1991. |
| Methodology: |
Supplementary questions to the Domestic Tourism Monitor February - April 1991. 3,094 respondents. |
| Relevant Data: | Frequency; State/Territory of origin of tourists; State/Territory of destination of tourists; city/country origin; age; gender and children/no children; education; country of birth; household income; main purpose of trip. |
| Contact: | Australia Council (02) 9215 9000. |
| Comment: | Definition of cultural tourism was that respondents must have returned home from a domestic trip in the two-month period prior to interview. A trip was defined as at least one night away from home at a minimum distance of 40 km. |
| Description: |
Analysis of international visitors interest in Aboriginal culture and purchases of Aboriginal arts. |
| Publisher: | Australia Council, 1990 and 1993 |
| Methodology: | Supplementary questions to the International Visitor Survey (1993 survey covered 1,977 respondents). |
| Relevant Data: | Level of interest; activities relating to Aboriginal culture and arts; purchases (including region of origin); amount spent; reasons for not buying. |
| Contact: | Australia Council (02) 9215 9000. |
| Description: | Survey of departing inbound tourists. |
| Publisher: | Bureau of Tourism Research, annually since 1981 with the exceptions of 1982 and 1987. |
| Methodology: | Interviews with approximately 10,000 inbound visitors aged 15 years and over at international departure lounges. |
| Relevant Data: | Various data on international tourists including: reason for visit; expenditure; places/attractions visited; visits to entertainment and cultural activities. |
| Contact: | Bureau of Tourism Research (02) 6213 7124. |
| Comment: | Main source of statistical information on international tourists. Cultural categories tend to be limited with exception of the 1996 supplementary survey (July to December) which included specific questions on cultural motivations (See BTR Occasional Paper No. 27). |
| Description: | Survey of domestic tourists. |
| Publisher: | Bureau of Tourism Research: First conducted in 1998 (replaced the Domestic Tourism Monitor, which ceased in 1997). |
| Methodology: | Survey of 80,000 Australians aged 15 years and over per annum. |
| Relevant Data: | Various data on domestic tourists including: main purpose of trip; expenditure; activities; demographic information. |
| Contact: | Bureau of Tourism Research 02 6213 7124. |
| Description: | Analysis of visitors demand for and expectations of Aboriginal culture. |
| Publisher: | Northern Territory Tourism Commission. |
| Methodology: | Interviews with a small sample of visitors (sample size unspecified). |
| Relevant Data: | Motivation for Northern Territory trip; expectations of Aboriginal cultural experiences; current cultural experiences; tourism brochures and information sources; price of Aboriginal cultural experiences. |
| Contact: | Northern Territory Tourism Commission (08) 8999 3900. |
| Comment: | Survey has a small sample size and only covers visitors to the Northern Territory. |
| Description: | Study of visitors to three Australian Art Galleries. |
| Publisher: | Australia Council: 1991. |
| Methodology: | Survey of 518 visitors to three Art Galleries conducted between September and November 1990. |
| Relevant Data: | Demographics; activities; attitudes; relations to art and art institutions; preferences. |
| Contact: | Australia Council (02) 9215 9000 |
| Comment: | Provides detailed qualitative analysis of motivations of a small sample of visitors to three art galleries. However, it does not distinguish tourists from other visitors. |
| Description: |
Summary fact sheet of WATC research of backpackers in the Kimberley region. |
| Publisher: | Western Australian Tourism Commission, 1997. |
| Methodology: | Survey of 1999 backpackers in the Kimberley region between September and December 1996. |
| Relevant Data: | Demographics; reasons for travel; interest in Aboriginal culture; knowledge and perceptions of Aboriginal culture; best things about Aboriginal experiences currently offered; experience with Aboriginal culture. |
| Contact: | Western Australian Tourism Commission (08) 9193 6122. |
| Comment: | More detailed information related to this research is available from the WATC. Survey restricted to a small geographic area. |
| Description: | Studies of perceptions of Australian culture of potential inbound tourists. |
| Publisher: | ATC (available on request). |
| Methodology: | Research undertaken 1995 - 1999. In-depth interviews with potential inbound tourists from various markets. |
| Relevant Data: | Regional data; views on whether: Australia has: interesting Aboriginal culture, lots of places of historical interest, interesting arts and crafts, lots of galleries and museums, and interesting street markets. |
| Contact: | Australian Tourist Commission. |
| Comment: | Data normally available commercially. Also uses BTR data. |
| Description: | Major report into the cultural tourism industry. |
| Publisher: | Department of the Arts, Sport, the Environment and Territories, 1992. |
| Methodology: | Analysis of various cultural tourism research, in particular BTR, Australia Council and Australian Tourism Commission. |
| Relevant Data: | Macro-economic impacts of tourism; motivations of cultural tourists; domestic traveller characteristics, demographics and activities; international cultural tourism statistics; selected State and regional cultural tourism statistics. |
| Contact: | Department of Communications, Information Technology and the Arts (02) 6271 1000. |
| Comment: | A comprehensive analysis of cultural tourism in Australia. |
| Description: | Analysis of opportunities for the cultural sector in the International Convention Market |
| Publisher: | Department of Communications, Information Technology and the Arts, 1999 |
| Methodology: | Draws on existing research of the conventions market. Interviews a number of participants in the cultural sector including 18 Sydney cultural institutions. |
| Relevant Data: | Hobbies and interests; preferences; expenditure; sources of information; case studies. |
| Contact: | Department of Communications, Information Technology and the Arts (02) 6271 1000. |
| Comment: | Emphasis more on qualitative than quantitative research. |
| Description: | Overview of the cultural tourism market and opportunities for South Australia. |
| Publisher: | South Australian Tourism Commission and The Department for the Arts and Cultural Development, 1996. |
| Methodology: | Uses data from BTR, ABS and other sources. |
| Relevant Data: | Participation in cultural activities; markets for cultural tourism; cultural tourism segments. |
| Contact: | SA Tourism Commission - Research and Planning Unit (08) 8303 2222. |
| Comment: | Is a compendium publication, containing data collected in other surveys. |
| Description: | Measures international tourists interest in and/or experience of indigenous tourism product. |
| Publisher: | Northern Territory Tourist Commission, 2000. |
| Methodology: | Exit surveys with 1,407 respondents. |
| Relevant Data: | Level of interest in/experience of indigenous culture; age; country of origin; sources of information; reasons for not experiencing. |
| Contact: | Northern Territory Tourism Commission (08) 8999 3900. |
| Comment: | This is an exploratory study of NT visitors' expectations of Aboriginal art and culture prior to arrival and their experience to date on their trips. |
| Description: | Analysis of the economic impact of the 1996 Adelaide Festival of Arts. |
| Publisher: | Market Equity SA Pty Ltd and Economic Research Consultants for SA Tourism Commission, SA Dept. of Arts and Cultural Development and the Australia Council 1990, 1996. |
| Methodology: | 1,700 festival attendees surveyed, with 50% Adelaide residents and 50% visitors. |
| Relevant Data: | Age; origin; length of stay; reasons for visit; activities undertaken; mode of travel; attendance at festival events; sources of information/booking; return intentions; usual cultural consumption; satisfaction; expenditure. |
| Contact: | South Australian Tourism Commission (08) 8463 4500. |
| Comment: | Provides comprehensive analysis of the characteristics, motivations and expenditure of Festival attendees. Survey restricted to attendance at the Adelaide Festival. |
| Description: | Visitation trends at Victoria's most popular attractions. |
| Publisher: | Tourism Victoria: Annually since 1993. |
| Methodology: | Telephone survey of attractions which exceed 50,000 visitors per year. |
| Relevant Data: | Visitor numbers to most popular attractions; origin of visitors (identified via postcode) to attractions. |
| Contact: | Tourism Victoria (03) 9653 9748. |
| Comment: | Only limited data items available. Extent of double-counting unknown if data are used to enumerate total number of visitors to Victoria in specific time period. |
| Description: | Characteristics of international convention delegates in Sydney. |
| Publisher: | Sydney Convention and Visitors Bureau: Annually since 1995. |
| Methodology: | Self completion questionnaire of 2000 delegates at international conventions in Sydney. |
| Relevant Data: | Region of origin of delegates; pre-convention and post-convention touring patterns; intention to return to Australia; delegate expenditure; delegate satisfaction. |
| Contact: | Sydney Convention and Visitors Bureau (02) 9331 4045. |
| Comment: | Survey restricted to convention delegates visiting Sydney. |
| Description: | Characteristics of domestic and international delegates at eight conventions in Melbourne. |
| Publisher: | Cooperative Research Centre for Sustainable Tourism, 2000. |
| Methodology: | Self completion questionnaire of delegates at five domestic and three international conventions in Melbourne (response rate of 24%). |
| Relevant Data: | Region of origin of delegates; type of accommodation, duration of stay, pre-convention and post-convention touring patterns; attendance at various venues (e.g. theatre, sporting events); delegate expenditure; delegate satisfaction. |
| Contact: | Cooperative Research Centre for Sustainable Tourism (07) 5552 8116 |
| Comment: | Survey restricted to delegates at selected conventions in Melbourne. |
The BTR's Occasional Paper No. 26: Meetings Make Their Mark: Characteristics and economic contribution of Australia's meetings and exhibitions sector ($47.00 includes GST) presents the results of four surveys conducted in 1997-98 (one of which was conducted by BTR). It contains a detailed analysis of data collected through surveys of venues, delegates, organisers and exhibitors. Of some interest may be a profile of the delegates who take pre-event and post-event tours. While this profile shows information about delegates (e.g. party size, relationships of people accompanying the delegates, country of origin), there is no information on the places or events attended. Furthermore, no time series of data on cultural tourism is provided.
The BTR has also produced occasional papers on a range of other topics. Most of these papers are based on analysis of questions routinely included in the IVS and NVS, using modelling techniques. The remainder are based on questions added to the IVS or NVS as part of a supplementary topic for a particular quarter, but none of these contain data relevant to cultural tourism. At a more general level, some of these occasional papers may be of interest.
Occasional Paper No. 28: Valuing tourism: Methods and Techniques
This paper provides a description of the most commonly used and accepted methods of valuing tourism. It provides practical information on how and when to use these techniques. The publication does not contain any data.
Occasional Paper No. 31: Tourism Expenditure by Domestic Visitors in Regional Australia
This paper presents estimates of expenditure by domestic day and overnight visitors within Australia's States, Territories and tourism regions. These estimates were derived using a modelling approach, in conjunction with data from the 1998 NVS.
Occasional Paper No. 32: Tourism Expenditure by International Visitors in Regional Australia.
This publication contains an analysis of information gathered from the 1998 IVS providing expenditure estimates for States, Territories and tourism regions. Detailed regional expenditure estimates for accommodation, food and beverages are included.
The BTR also prepares a biannual publication Tourism Research Report that features articles covering a wide range of topics, including current domestic and international tourism developments, and economic and social issues affecting the tourism industry. The reports are based mainly on data collected in the IVS and the NVS. Consequently, limited additional data are available in these reports.
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New South Wales Sydney shopping Sydney Opera House Darling Harbour Bondi Beach Sydney Tower (Centrepoint) Sydney Harbour cruise The Rocks Star City (Sydney) Casino Sydney Olympic site Blue Mountains |
Victoria Phillip Island, Penguin Parade Sovereign Hill, Ballarat, Goldfields Dandenong Ranges, Puffing Billy, Healesville Sanctuary Great Ocean Road, Twelve Apostles Grampians national park Mornington Peninsula Wilson's Promontory Daylesford, Macedon, Hepburn, Spa Country Yarra Valley wineries High Country, Snowfields |
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Queensland Gold Coast theme parks Gold Coast rainforests/mountains/hinterlands Southbank parklands Noosa Great Barrier Reef Fraser Island Wineries in Southern Queensland Hamilton Island Tjabukai Aboriginal Centre Kuranda, Cairns |
South Australia Barossa Valley Adelaide Hills, Mt Lofty Summit, Hahndorf Coober Pedy opalfields Kangaroo Island Flinders Ranges, Wilpena Pound, Arkaroola Naracoorte Caves, Penola, Coonawarra River Murray Festivals/events Wineries Museums or art galleries |
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Western Australia Fremantle Rottnest Island Northbridge restaurants/cultural centre Burswood Casino Perth Shopping Centres The Pinnacles Broome/Kimberley region Monkey Mia/Shark Bay Swan Valley wineries Margaret River wineries |
Tasmania Hobart Launceston Huon Valley Strahan Stanley St Helen's Freycinet National Park Port Arthur Ross Cradle Mountain National Park |
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Northern Territory Darwin Katherine Tennant Creek Alice Springs Uluru (Ayers Rock) Kakadu National Park Litchfield National Park Kings Canyon West McDonnell ranges Arnhem Land |
Australian Capital Territory Australian War Memorial Parliament House Old Parliament House National Parks/ National bushlands Telstra Tower National Science and Technology Centre National Gallery Australian Institute of Sport Wineries Festivals/events |
Outdoor/ecotourism -
Active outdoors/sports -
Arts/Heritage -
Local attractions/tourist activities -
Social/other -
All visitors
Visitors
Visitor Nights
Attractions/Activities
Satisfaction
Expenditure
Backpacker Visitors
Australia Council
Australian Film Commission
Australian Tourist Commission
Australian Workers Heritage Centre
Arts Victoria
Arts Tasmania
Bureau of Tourism Research
Canberra Arts Marketing
CRC Sustainable Tourism
Cultural Tourism Industry Group
Department of Communications, Information Technology and the Arts
Department of Foreign Affairs and Trade - Australian International Arts Council
Flinders University - Department of Cultural Studies
Key Centre for Cultural and Media Policy
Tourism Qld
Tourism NSW
NT Dept of Industries and Business
NT Tourism Council
NT Office of Aboriginal Development
Office of National Tourism
Perth Festival
The People for Places and Spaces
SA Tourism Commission
Sydney Organising Committee for the Olympic Games (SOCOG)
The People for Place and Spaces
Victoria Tourism
WA Tourism Commission
WA Ministry for Culture and the Arts
Adelaide Festival of Arts www.adelaide.festival.telstra.com.au
Arts Tasmania www.arts.tas.gov.au
Artsinfo www.artsinfo.net.au
Australia Council www.ozco.gov.au
Australian Film Commission www.afc.gov.au
Australian Tourist Commission www.atc.net.au and www.aussie.net.au
Australia's Cultural Network www.acn.net.au
Bureau of Tourism Research www.btr.gov.au
Commonwealth Department of Industry, Science and Resources www.isr.gov.au
Cooperative Research Centre for Sustainable Tourism www.crctourism.com.au
Department of Communications, Information Technology and the Arts www.dcita.gov.au
Ecotourism Information Centre www.ecotour.csu.edu.au
Key Centre for Cultural and Media Policy, Griffith University www.qu.edu/qwis/akccmp.home.html
Northern Territory Tourism Commission www.nttc.com.au
Perth Festival www.perth.festival.com.au
South Australian Tourist Commission www.tourism.sa.gov.au
Sydney Festival www.sydney.festival.org.au
Sydney Olympic Games www.olympics.com
Tourism - Library guide for students www.lib.monash.edu.au
Tourism NSW www.tourism.nsw.gov.au
Tourism Queensland www.tq.com.au
Tourism Tasmania www.tourism.tas.gov.au
Tourism Victoria www.tourism.vic.gov.au
Western Australian Tourism Commission www.westernaustralia.net