The Great Barrier Reef: destination image and competitiveness (B2.1.2)

Task leader: Dr Philip Pearce, James Cook University.

Task associates:
Mr Col McKenzie, Association of Marine Park Tourism Operators
Mr James Innes, Great Barrier Reef Marine Park Authority.

The CRC Reef tourism research team have developed a media monitoring project that will gain a better understanding of the Great Barrier Reef's destination image and competitiveness. It will also reveal how informed visitors and residents are about the status of the Great Barrier Reef (GBR) and associated attitudes towards tourism. The project involves an ongoing monitoring of the presentation and coverage of the GBR both as a travel destination and World Heritage protected environment.

The monitoring covers:

• Stories and coverage of the GBR and adjacent coastal areas in regional newspapers.

• Travel stories about the GBR and competitor coastal and marine destinations in the travel sections of local, national, British and north American newspapers; leading magazines in Australia, the UK and US; international travel trade, and specialist diving and backpacking publications; and major inflight magazines.

By examining the extent and type of coverage given to the GBR and other coastal and marine destinations, we can begin to understand the type of images and expectations visitors have of the GBR. We can also compare the GBR with its competitors and identify strengths and weaknesses that could be addressed through changes in products and promotion. Further, a key tool for encouraging sustainable recreational and tourist use of the GBR is education and interpretation. One of the key principles of effective education / interpretation is building on what people already know and think. Therefore, it is important to understand existing levels of knowledge and the nature of attitudes towards the GBR.

Media Monitoring Report 5 is now available at the B2.1.2 Publications page. This report describes the results from the monitoring period May - September 2001.