Monograph Series

James Cook University and the Sustainable Tourism CRC are producing a series of monographs that investigate aspects of the tourism industry in Cairns and the surrounding regions. In addition to presenting detailed and up-to-date research, the reports will also provide an opportunity for later longitudinal analysis of trends. With three completed publications in 2006, this co- project will continue throughout 2007, seeking input for areas requiring research from Tourism Tropical North Queensland (TTNQ) and tourism operators. Once published, the monographs are officially launched at an industry function, and the results discussed.

  1. 1.

    Backpacking in the Tropics: A review of the backpacker market in Cairns and their travel patterns within Australia

This monograph aims to gain a better understanding of backpackers visiting the Cairns region, providing an updated profile on backpackers through three key areas of investigation:

  • basic market profile, including socio demographic data,

  • travel patterns and regional dispersal, and

  • travel experiences and trip satisfaction.

Key findings from the report include respondents rating Cairns 5 out of 8 as a backpacker destination, and reporting some of their worst experiences. This has obvious implications for Cairns when the type of experience sought is based on the natural attractions and the nightlife. For industry, this monograph also provided a valuable insight into the marketing implications of respondents who have a weak self-image as a backpacker.

Backpacking in the Tropics Factsheet

  1. 2.

    Backpacker Shopping in the Tropics: An overview of the shopping behaviour of backpackers in Cairns

Complementing the first report, this monograph concentrates on the shopping habits of backpackers in the region. Data were collected on the shopping intentions of backpackers; what they plan to buy, where they shop, how much they plan to spend and if they overspend, and why they go shopping. The report found that men spend more than women, the average expected expenditure of $405. Annually backpacker shopping is worth $81+ million to the region. Supermarket items were the most common purchase made, reflecting a tendency to self-cater. In addition, the types of goods purchased and the motivators for shopping differed across gender and nationality.

Backpacker Shopping in the Tropics Factsheet

  1. 3.

    Wildlife Tourism in Tropical North Queensland: An overview of visitor preferences for wildlife experiences

The monograph examines a range of characteristics from preferred wildlife tourism experiences by visitors to TNQ. The report focuses on establishing the level of interest and recognition of visitors in specific animals, as well as determining preferences for wildlife viewing experiences. The majority of respondents indicated a preference for viewing wildlife in a controlled setting, as opposed to a natural/wild setting. The findings also showed that iconic Australian animals were of more interest among the majority of tourists, and more readily recognized, than other wildlife species. The information sources used varied depending on the age of the respondent, as did the interest in lesser known animals.

Wildlife Tourism in Tropical North Queensland Factsheet

  1. 4.

    Volunteer Tourism: A Better Understanding of the Volunteer Tourism Experience

This report investigates the expectations and experiences of volunteer tourists in order to enhance volunteer tourism’s potential as a conservation tool. Overall, the monograph aims to assist organisations to provide tourists with volunteering activities that benefit volunteer tourists, the local community or natural environment.

Key findings of the report are as follows:

  • Four groups of volunteer activity were identified from a sample of promotional material: research conservation, holiday conservation, adventure holiday and community holiday

  • Surveys of volunteer tourists revealed distinct socio-demographic and motivational profiles, including age, travel experience and level of conservation

  • Volunteers’ assessment of the overall expedition is dependent on the presence of four elements: opportunity for skill/knowledge development, having fun, experiencing new things, and contributing to a worthwhile project

  • Staff of conservation volunteer tourism expeditions often placed a greater emphasis on the volunteering and research aspects of the expedition

Volunteer Tourism Factsheet

  1. 5.

    Locals Perceptions of Tourism in TNQ

This monograph investigated the attitudes of local residents towards Cairns as a tourism destination, particularly their support for and use of tourist activities and attractions. It analyses the holiday behaviour of Cairns residents, describes current local residents’ use of Cairns tourist attractions, identifies ways of encouraging increased participation of local residents at the attraction level, and investigates local residents’ perceptions of Cairns as a tourism destination. Among the key research findings is the agreement by 90% of respondents that tourism is important to the prosperity of Cairns, with strong support for the proposition that nature is a key selling point for the region. A large number of respondents also visited attractions and locations surrounding Cairns, with some socio-demographic differences in the groups that use particular attractions. Incentives such as discounts and bonus offers were found to be the most popular when encouraging locals to visit attractions, with some attractions more likely to attract locals using these yield management techniques

Locals’ Perception of Tourism Factsheet

Monographs for 2008 Publication:

  1. 6.

    Impact of Low Cost Carriers (LCCs) on TNQ

  2. 7.

    Norfolk Island Shopping

For more information on the monograph series, or to obtain a copy of a report, please email michelle.thompson@jcu.edu.au or phone 4042 1371.

Current Monographs are available for purchase.