Rejuvenating Outback Tourism through Market Diversification: The Case of the Flinders Ranges in South Australia
2011 (English)In: The international journal of tourism research, ISSN 1099-2340, E-ISSN 1522-1970, Vol. 13, no 4, 384-399 p.Article in journal (Refereed) Published
Tourism in remote Outback Australia hasexperienced severe decline since the late1990s. Outback destinations have generallyfailed to recognize the need to adapt tochanging market trends and diversify theirvisitor markets. To remain competitive in themarketplace, it is argued that Outbackdestinations need to be able to operate astourism innovation systems that engage thewhole destination system in processes ofcollective change. This paper analyses thecase of the Flinders Ranges, a remotedestination in South Australia. It documentsthe strategies that the regional tourismsystem has used to diversify its market baseand identiﬁes the factors that have allowedthe system to develop internal systems‐of‐innovation dynamics. The ﬁndings suggestthat the Flinders Ranges tourism system hasbeen able to overcome internal structuralweaknesses by the ‘import’ of externallytrained entrepreneurs and public sectorleaders. The paper ﬁnally questions the roleof centralized state and regional tourismorganizations that seem to have stiﬂingeffects on innovation capacities in remotedestinations.
Place, publisher, year, edition, pages
2011. Vol. 13, no 4, 384-399 p.
market diversiﬁcation, rejuvenation, tourism innovation system, Outback, remote
IdentifiersURN: urn:nbn:se:umu:diva-103354ISI: 000292781300007OAI: oai:DiVA.org:umu-103354DiVA: diva2:813017