BSBMKG507 Case Study: Tourism & Sustainability on Fraser Island

This case study analyzes tourism on Fraser Island, Australia, focusing on the diverse needs of three tourist segments: wealthy travelers, young Europeans, and long-stay travelers. It uses data from a market research team commissioned by Fraser Coast Shire Council to understand tourist motivations, including exploring new locations, relaxation, entertainment, and cultural experiences. The analysis reveals correlations between the three groups, highlighting common wants and preferences. The study identifies a lack of luxury accommodation as a potential problem, impacting the satisfaction of wealthy travelers and inhibiting entertainment options. It also notes the importance of a relaxing environment and weather for long-stay tourists, while acknowledging the deteriorating natural environment due to pollution. The report recommends strategies to enhance accommodation facilities, attract upper-class consumers, and address environmental concerns to improve overall tourist satisfaction. Desklib provides access to similar case studies and solved assignments for students.

Running head: TOURISM AND ENVIRONMENTAL SUSTAINABILITY
Tourism at the Fraser Island
Name of the Student:
Name of the University:
Author Note:

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
Introduction:
Tourism is one of the booming industries of Australia and generates immense revenue. The
government bodies of Australia at the central, state and local levels play significant roles in providing the
basic infrastructure in the tourist destinations to ensure comfort of the tourists. The government bodies
need to collaborate with the local business firms involved in the hospitality services to make facilities like
accommodation available to tourists. The tourists today, especially the upper class tourists put great
emphasis on availability of premium facilities like luxury hotels and associated entertainment facilities
like bars while choosing tourist destinations to visit. The aim of the report is to delve into the diverse
needs of the different segments of tourists in the Fraser Island, Australia. The task would consider the
needs of three segments of tourists’ wealthy travellers, young Europeans and Longtsay travellers visiting
the island. This would lead to recommending measures which can be taken to enhance the satisfaction
levels of the three tourist segments.
Task 1: Case Study Hervey Bay Travellers:
Task 1A:
An analysis of the tourist motivations as shown in the table 3.6 shows that the Fraser Coast region
of Australia attract tourists on several grounds. The analysis shows that there are several factors which
motivate the tourists to the Fraser Coast. The first factor which motivates tourist is the attraction to
explore unknown tourist locations. The second, third and fourth factors are relaxation purposes,
entertainment and sightseeing purposes respectively. The fifth, sixth and seventh reasons are to see
something exclusive, spending time with respective partners and in order to experience diverse cultures
respectively. The eight, nine and tenth factors which attract tourists are recreational activities which the
tourists like enjoy, to spend time with family members and to seek to respite from monotonous everyday
life. The eleventh reason for the tourists to visit is the maritime climate which is enjoyed by the tourists
while the twelfth factor which attracts tourists to the Fraser Coast region in Queensland is

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
recommendations by friends and acquaintances. The thirteenth factor which attract tourists to the Fraser
Coast is the relaxed ways of life pervading among the residents of the region while the fourteenth reason
is that the region is easy to accede. The natural beauty of the place and the variety of amusement facilities
are the fifteenth and sixteenth factors attracting large numbers of tourists to the region. The family
friendly nature of the Fraser Coasts and its secured ambience are the seventeenth factors and eighteenth.
The other three factors attracting tourists to the region are competitive price, friendly nature of the
resident people and the luxurious accommodation facilities which tourists can enjoy.
Table showing correlation between the three classes of tourists
Wealthy travelers
(%)
Young Europeans
(%)
Long Stay
travelers (%)
Wealthy travelers
(%) 1
Young Europeans
(%) 0.77115236 1
Long Stay travelers
(%) 0.665156976 0.237770838 1
The table above shows that correlation between the three categories of tourists which the analysis
uncovers namely, wealthy travellers, young Europeans and long stay travellers. The term correlation
can be defined as the degree at which two variable sets of data fluctuate. If fluctuations in once class of
data results in fluctuation in the other class of data chosen, the correlation is said to the positive 1. The
table above shows that the rate of correlation between the three groups of travellers are not same. It can
also be pointed out that the three sets data in spite of being in percentage, their total of the data sets
exceed hundred. This means that the constituents of the three groups of travellers are overlapping2. For
example, 50.2 percent of the wealthy travellers, 77.7 percent of the young European travellers and 25
percent of the long stay travellers prefer visiting unknown places. It can be pointed out from the analysis
that the total of all the three types of travellers exceed 100. This means that the members of the three
groups are not mutually inclusive and in fact some of the members constitute more than one category. For
1 Gupta, K. R., and M. P. Gupta. Business statistics. Atlantic Publishers & Distributors, 2017.
2 Stengel, Robert. "Probability and Statistics!." (2017).

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
example, some of the young Europeans are also wealthy, thus belonging to the ‘wealthy travellers’
category as well. Thus, it can be pointed out in this respect that the three groups of the travellers are
correlated3. The correlation between the wealthy travellers and the young Europeans is as high as 0.77.
This means that increase in either of the two groups of travellers would lead to increase in the number of
the other group of travellers. The correlation between the wealthy travellers and long stay travellers is
lower than the correlation between the previous group. The table above shows that the correlation
between the long stay travellers and wealthy travellers is 0.66 which means that increase in one group
would lead to increase in the other group to a lesser extent than the first two correlated groups. The young
Europeans and long stay travellers show the lowest positive correlation of 0.23. This means that increase
in the number of young European travellers would not necessarily lead to increase of long stay travellers.
It can be pointed out in other words like very less number of long stay travellers are young Europeans. It
can also be concluded on the basis of the correlation that that higher correlation also show common want.
This is evident from the analysis of the table 3.6 attached. The wealthy and young European travellers
have wants like need for amusement in common. The long stay travellers consider factors like relaxation,
enjoyable climate and relaxation important factors while choosing holiday destinations.
The average of three groups of travellers in different motivation factors to visit the Fraser Coast
has been shown in table 3.6 attached. An analysis of the average number of tourists visiting the Fraser
Coast pertaining to the different motivating factors show ‘rest and relax’ is the motivating factor which
attracts the highest number of tourists. The motivating factor which attracts the second highest numbers
of tourists on average is the excitement among the tourists to visit new places for the first time. The
analysis of the motivating factors also shows that the luxury accommodation facilities available in the
region attracts the lowest number of tourists which is 5 tourists on average 4. Thus, it can be inferred from
3 Derrick, Ben, et al. "Test statistics for the comparison of means for two samples that include both paired and
independent observations." Journal of Modern Applied Statistical Methods 16.1 (2017): 9.
4 "Frasercoast.Qld.Gov.Au". Frasercoast.Qld.Gov.Au, 2019, https://www.frasercoast.qld.gov.au/.
Çelik, Merve. "The impact of social media on luxury consumption." (2016).

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
this analysis that the Fraser Coast lacks luxury accommodation facilities. It can be concluded from the
analysis that the Fraser Coast Shire Council should form strategies to strengthen the accommodation
facilities in the region5. The council should encourage construction of more luxurious hotels and resorts.
This proposal can be justified on the grounds that the correlation analysis shows that the highest level of
correlation exists between wealthy travellers and young Europeans. The wealthy segment of consumers
generate prefer premium accommodation facilities. It can be pointed out in this respect that the building
of premium hotels would enable the council to attract more upper class consumers, thus generating higher
revenue6. Thus, the discussion can be concluded by pointing out that the Fraser Coast Shire Council
should form strategies to attract more hotel companies to promote accommodation facilities in the region.
Task 1B:
Spend time with
partner Get away from
demands of home Competitive price Luxury
accommodation
0
5
10
15
20
25
30
35
40
Graph showing motivating factors of Wealthy
travellers
5 "Frasercoast.Qld.Gov.Au". Frasercoast.Qld.Gov.Au, 2019, https://www.frasercoast.qld.gov.au/.
6 Holopainen, Patricia. "Luxury Standards and Customer Perception of a Tanzanian Yatch Company." (2017).

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
Where you've not been before
Have fun
Sightseeing
Do something different
Escape from everyday
Experience different culture
Recreational activities
convenient stop over
Untouched nature
0 10 20 30 40 50 60 70 80 90
Graph showing motivating factors of young
Europeans
Rest and relax
Together with family
Weather
Relaxed lifestyle
Variety of things to see and do
Camping
Family oriented destination
safe environment
Friendly locals
0
10
20
30
40
50
60
70
Graph showing motivating factors of long stay
travellers
Task 1D:
The assessment of the graph (1B) shows that the Fraser Coast experiences some serious problems
which the local government body namely, Fraser Coast Shire needs to consider to improve the tourism of
the region. The graph showing the motivating factors of the wealthy travellers shows that competitive
pricing and luxury accommodations occupy the low positions among tourist preferences. Thus it is
evident that the present accommodation facilities available to tourists in the Fraser Coast are not

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
satisfactory according to the expectations of the upper class tourists7. This lack of luxury accommodation,
the potential problem, hampers the pricing of the accommodation facilities available in the region.
The second graph showing the preferences of the young European travellers in relation to visiting
places shows that entertainment occupies important position. The young Europeans consider recreation
and convenient stop over as less important criteria. These two preferences of the travellers can directly be
linked to their lifestyle8. The first graph shows that the Fraser Coast lacks luxury accommodation
facilities. This lack of luxury accommodation made the Fraser Coast unattractive to wealthy travellers.
Further, it cam also be pointed out that due to the lack of accommodation, the wealthy tourists did not
consider the Fraser Coast as a convenient stop over. It can also be pointed out that lack of luxury hotels
actually inhibit provision of entertainment in the region, the criterion which the wealthy tourists which
share strong correlation with young Europeans hold important as per table 3.69. It can also be pointed out
that availability of premium accommodation facilities like hotels and luxurious resorts encourage
entertainment businesses like discotheques and gaming houses10. These facilities in fact enable the hotels
to attract more young European tourists. Thus, it is evident that the potential problem of lack of hotels and
resorts in the Fraser Coast region results in lack of satisfaction among the wealthy visitors.
The third graph illustrates the expectations of long stay tourists in the Fraser Coast region. The
graph shows that long stay consider relaxing environment, weather and camping more important
compared to other aspects like adventure unlike the previous two groups of toursits. However, a recent
report according to the ABC News reports that the natural environment on the Fraser Island has
7 Yang, Wan, Lu Zhang, and Anna S. Mattila. "Luxe for less: how do consumers react to luxury hotel price
promotions? The moderating role of consumers’ need for status." Cornell Hospitality Quarterly 57.1 (2016): 82-92.
8 Buckley, R., and A. C. Mossaz. "Decision making by specialist luxury travel agents." Tourism Management 55
(2016): 133-138.
9 Koh, Sin Yee, and Bart Wissink. "Enabling, structuring and creating elite transnational lifestyles: intermediaries of
the super-rich and the elite mobilities industry." Journal of Ethnic and Migration Studies 44.4 (2018): 592-609.
10 Lai, Ivan Ka Wai, and Michael Hitchcock. "A comparison of service quality attributes for stand-alone and resort-
based luxury hotels in Macau: 3-Dimensional importance-performance analysis." Tourism Management 55 (2016):
139-159.

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
deteriorated owing of large scale pollution especially plastic pollution. The report mentions that the
tourists visiting the island are largely responsible for the plastic pollution. An immense amount of plastic
washed to the land originate from foreign nations also worsen the pollution11. The environmental
conditions on the island have furthered worsened due to high level of air pollution and increasing threats
of forest fires12. Thus it is evident that degenerating natural conditions are potential problems has made
the Fraser Island hostile to long stay tourists.
It is evident from the discussion that the Fraser Coast Shire along with the present
accommodation suppliers should corrective actions to attract more tourists. The first recommended
corrective action is construction of more hotels which would also include premium accommodation
facilities like high-end hotels and resorts. This would enable attracting more wealthy travellers to the
region and generate higher revenue. The second corrective measure which the local government along
with the hospitality firms in the region should take is setting up of more high-end entertainment facilities
like pubs and discotheques. The third and the final corrective action which the government and the firms
should take is creating awareness among the tourists about the significance of preserving environmental
of tourist spots.
SWOT:
Strength:
1. The Fraser Coast offers visitors variety of
opportunities (table 3.6).
2. Generates high revenue
Weakness:
1. Lacks accommodation facilities as shown in the
graphs above.
Opportunity:
1. Construction of resorts and entertainment
Threats:
1. Destruction of nature.
11 Abc.net.au. (2018). Retrieved from https://www.abc.net.au/news/2018-05-21/six-tonnes-rubbish-collected-fraser-
island-clean-up/9775768
12 Frasercoast.qld.gov.au. (2019). Retrieved from https://www.frasercoast.qld.gov.au/air-pollution

Purpose: The purpose of the technique
would be forecasting the increase in sales
due to construction of hotels and
accommodation in Fraser Island
Market trends of
accommodation
market is positive
Increase in revenue
generation (sales
forecast)
(sdal
Accommodation with day spas
would attract more customers
If downturn @ 3 percent
happened, the revenue
generation would decrease
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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
facilities.
2. Environmental protection initiatives.
2. Competition from other tourist locations in
Australia.
Task 1E.

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
Conclusion and recommendations:
It can be concluded that the government bodies and the commercial organisations should
collaborate to improve the facilities which the tourists would be able to avail in the Fraser Island. This
would require the government bodies hold meetings and forming strategies to develop the tourism in the
area. However, it must also be pointed out that development of the tourism in the Fraser Island would
should also consider sustainability as an important point. The government and the commercial
organisations thus should also that the environmental conditions of the island are not deteriorated due to
development. The following are recommended strategies which the two stakeholders can take to develop
tourism in the Fraser Island presented on a time line:

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
Recommended
development in Fraser
Island to boost tourism
Government bodies
and hospitality firms
hold meetings to
decide the tourism
develop strategies in
the Fraser Island
Government officials
hold meetings
regarding making
plans on developing
infrastructure like
more roads and make
land plots available
for construction of
new hotels
Hotel construction
companies initiate
purchasing of land
and property
Infrastructure
development like
construction of
roads start
Hotel and
accomodation
construction using
sustainable methods
Promotion of new
facilities in Fraser
Island

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TOURISM AND ENVIRONMENTAL SUSTAINABILITY
References:
"Frasercoast.Qld.Gov.Au". Frasercoast.Qld.Gov.Au, 2019, https://www.frasercoast.qld.gov.au/.
Abc.net.au. (2018). Retrieved from https://www.abc.net.au/news/2018-05-21/six-tonnes-rubbish-
collected-fraser-island-clean-up/9775768
Buckley, R., and A. C. Mossaz. "Decision making by specialist luxury travel agents." Tourism
Management 55 (2016): 133-138.
Çelik, Merve. "The impact of social media on luxury consumption." (2016).
Derrick, Ben, et al. "Test statistics for the comparison of means for two samples that include both paired
and independent observations." Journal of Modern Applied Statistical Methods 16.1 (2017): 9.
Frasercoast.qld.gov.au. (2019). Retrieved from https://www.frasercoast.qld.gov.au/air-pollution
Gupta, K. R., and M. P. Gupta. Business statistics. Atlantic Publishers & Distributors, 2017.
Holopainen, Patricia. "Luxury Standards and Customer Perception of a Tanzanian Yatch Company."
(2017).
Koh, Sin Yee, and Bart Wissink. "Enabling, structuring and creating elite transnational lifestyles:
intermediaries of the super-rich and the elite mobilities industry." Journal of Ethnic and Migration
Studies 44.4 (2018): 592-609.
Lai, Ivan Ka Wai, and Michael Hitchcock. "A comparison of service quality attributes for stand-alone and
resort-based luxury hotels in Macau: 3-Dimensional importance-performance analysis." Tourism
Management 55 (2016): 139-159.
Stengel, Robert. "Probability and Statistics!." (2017).