An excellent StudyCase about Sustainable Tourism Planning. Very Nice focus on Indicator Shedule and key factors. Woodburn.
<ul><li>1.PROSPER PILOT CASE STUDY WOODBURN By Damien Jacobsen, Dean Carson, Jim Macbeth and Simon Rose </li></ul><p>2. PROSPER PILOT CASE STUDY: Woodburn ii TECHNICAL REPORTS The technical report series present data and its analysis, meta-studies and conceptual studies and are considered to be of value to industry, government and researchers. Unlike the Sustainable Tourism Cooperative Research Centres Monograph series, these reports have not been subjected to an external peer review process. As such, the scientific accuracy and merit of the research reported here is the responsibility of the authors, who should be contacted for clarifications of any content. Author contact details are at the back of this report. EDITORS Prof Chris Cooper University of Queensland Editor-in-Chief Prof Terry De Lacy Sustainable Tourism CRC Chief Executive Prof Leo Jago Sustainable Tourism CRC Director of Research National Library of Australia Cataloguing in Publication Data Prosper pilot case study: Woodburn. Bibliography. ISBN 1 920704 38 8. 1. Tourism - New South Wales - Woodburn. 2. Woodburn (N.S.W.). I. Jacobsen, Damien. II. Cooperative Research Centre for Sustainable Tourism. 338.47919443 Copyright CRC for Sustainable Tourism Pty Ltd 2005 All rights reserved. Apart from fair dealing for the purposes of study, research, criticism or review as permitted under the Copyright Act, no part of this book may be reproduced by any process without written permission from the publisher. Any enquiries should be directed to Brad Cox, Communications Manager (firstname.lastname@example.org) or Trish OConnor, Publishing Manager (email@example.com). Acknowledgements The Sustainable Tourism Cooperative Research Centre, an Australian Government initiative, funded this research. The research approach described in this report was developed under the social research leadership of Dr Jim Macbeth (Murdoch University). The project was also developed in conjunction with Dr Pramod Sharma (University of Queensland), Fiona Richards (James Cook University), and the Australian Regional Tourism Network in the Prosper Project. The approach was refined as a result of a pilot study conducted in the northern New South Wales community of Woodburn. As such, the Centre for Regional Tourism Research would like to extend appreciation and gratitude to the community, business, tourism and political groups in Woodburn who generously donated their time to the pilot research. 3. PROSPER PILOT CASE STUDY: Woodburn iii CONTENTS ABSTRACT_____________________________________________________________________________ V SUMMARY ____________________________________________________________________________ VI CHAPTER 1 INTRODUCTION ____________________________________________________________1 CHAPTER 2 PROJECT SUMMARY ________________________________________________________2 Woodburn Pilot Case Study __________________________________________________________________2 Why Innovation?___________________________________________________________________________2 CHAPTER 3 DEVELOPING THE WOODBURN______________________________________________4 CHAPTER 4 WOODBURN, NORTHERN NEW SOUTH WALES _______________________________6 Location _________________________________________________________________________________6 Community Infrastructure____________________________________________________________________7 ARIA Classification ________________________________________________________________________7 CHAPTER 5 SOCIAL CAPACITY__________________________________________________________8 Population ________________________________________________________________________________8 Education ________________________________________________________________________________8 Cultural Profile ____________________________________________________________________________8 Community Values ______________________________________________________________________ 8 Historical Identity _______________________________________________________________________ 9 CHAPTER 6 TOURISM SYSTEM _________________________________________________________11 Tourism Infrastructure _____________________________________________________________________11 Contemporary Identity _____________________________________________________________________11 CHAPTER 7 WOODBURN TIMELINE ____________________________________________________12 Timeline Question 1: What Is The Trend For Businesses Operating In Woodburn_______________________12 Timeline Question 2: What Are The Trends Of Tourism Development In Woodburn_____________________12 timeline Question 3: Are There Significant Circumstances That Have Shaped Tourism In Woodburn________13 CHAPTER 8 ECONOMIC CAPACITY _____________________________________________________14 Employment _____________________________________________________________________________14 Business And Development Context___________________________________________________________14 Industry Analysis _________________________________________________________________________15 Entry Barriers _________________________________________________________________________ 15 Rivalry Amongst Competitors_____________________________________________________________ 15 Threat of Substitute Products _____________________________________________________________ 16 Determinants of Customer Power __________________________________________________________ 16 Determinants of Supplier Power ___________________________________________________________ 16 CHAPTER 9 FUTURE VISION____________________________________________________________17 CHAPTER 10 INNOVATION CONTEXT ANALYSIS WOODBURN __________________________18 Woodburn Economic Competence ____________________________________________________________18 Woodburn Clustering Of Resources ___________________________________________________________19 Woodburn Networks_______________________________________________________________________20 Woodburn Development Blocks______________________________________________________________21 Retail ________________________________________________________________________________ 21 Woodburn Chamber of Commerce (WCC)___________________________________________________ 22 Richmond Valley Council (RVC) __________________________________________________________ 22 Roads and Traffic Authority (RTA) ________________________________________________________ 22 Riverside Park _________________________________________________________________________ 22 4. PROSPER PILOT CASE STUDY: Woodburn iv Tourism Identity _______________________________________________________________________ 22 Woodburn Critical Mass ____________________________________________________________________23 Woodburn Role Of The Entrepreneur__________________________________________________________24 Woodburn Production And Distribution Of Knowledge____________________________________________25 Woodburn Role Of Local Government_________________________________________________________26 CHAPTER 11 WOODBURN: CAPACITY FOR INNOVATION CONTEXTS_____________________28 Practical Outcomes ________________________________________________________________________28 CHAPTER 12 CONCLUSION _____________________________________________________________31 APPENDIX A: BUSINESS PERCEPTION SURVEY: IMPACT OF TOURISM ON INDUSTRY GROWTH IN WOODBURN_______________________________________________________________32 APPENDIX B: WOODBURN DEVELOPMENT TIMELINE 1955-2003 __________________________35 REFERENCES __________________________________________________________________________37 GLOSSARY_____________________________________________________________________________38 AUTHORS______________________________________________________________________________40 List of Tables Table 1: Woodburn ARIA data________________________________________________________________7 Table 2: Woodburn (tourism) industry analysis __________________________________________________15 Table 3: Woodburn economic competence indicators _____________________________________________19 Table 4: Woodburn clustering of resources indicators _____________________________________________20 Table 5: Woodburn network indicators_________________________________________________________21 Table 6: Woodburn development blocks indicators _______________________________________________23 Table 7: Woodburn critical mass indicators _____________________________________________________24 Table 8: Woodburn role of the entrepreneur indicators ____________________________________________25 Table 9: Woodburn production and distribution of knowledge indicators ______________________________26 Table 10: Woodburn role of local government indicators___________________________________________27 Table 11: Woodburn capacity for innovation indicators____________________________________________29 List of Figures Figure 1: Prosper research process _____________________________________________________________4 Figure 2: Woodburn location map _____________________________________________________________6 Figure 3: Woodburn community infrastructure____________________________________________________7 Figure 4: Looking over the Richmond River to Woodburn residents in the Lismore City Council area ________8 Figure 5: The Richmond River, Woodburn ______________________________________________________9 Figure 6: The spatial relationship between the retail ribbon and Riverside Park _________________________19 Figure 7: The old Ferrymans Quarters in the Riverside Park _______________________________________23 5. PROSPER PILOT CASE STUDY: Woodburn v ABSTRACT Prosper is a national tourism research project commissioned by the Sustainable Tourism Cooperative Research Centre (STCRC) and managed by the Centre for Regional Tourism Research, Southern Cross University. Prosper involves researchers from Southern Cross University, the University of Queensland and Murdoch University. Prosper aims to develop context specific and holistic models for evaluating the capacity of regional communities to use innovation as a means of harnessing tourisms social, economic and environmental value. This document presents the findings from the preliminary Prosper case study conducted in the northern New South Wales community of Woodburn. The core of the Prosper program is a series of case studies of regional tourism innovation potential. Prosper is not designed to tell case study communities what tourism development they should undertake. Rather, the research allows increased understanding of the way tourism operates in these communities, and identifies potential challenges the community will face in trying to develop tourism. At the same time, it identifies some strengths that can be brought to the tourism planning and management processes in those communities. The key questions for the Prosper project are: 1. What structures in regional tourism management work best in different systems to create environments of innovation? 2. Where in the system (or external to it) do regional tourism innovations come from, and how can regional tourism managers recognise an innovative idea or action? 3. What techniques can be used to evaluate the impacts of innovation on dimensions of regional development? 4. What aspects of social, cultural, economic and political capital are important to innovation and strategic development? Like all research, Prosper will be of use to communities if there are local champions committed to taking the information and acting on it. Those champions will need to understand the way in which the research has been produced, and will view the research as one component of the knowledge required to inform destination management. This report contains the findings from the Prosper pilot study. It introduces the reader to the case study, Woodburn, with a range of descriptive information about the general township, as well as issues such as social and economic capacities and the tourism system. This overview then enables the report to present an analysis of Woodburn using a collection of innovation capacity contexts presented in the methodologies report cited above. Emerging from the Woodburn case study analysis is a checklist of Woodburn capacity for innovation indicators relating to each innovation context observed during the analysis. The checklist will highlight the utility of the Prosper research approach by providing a resource to help better understand the regional framework and interrelationships needed for regional communities, in this case Woodburn, to engage in innovative regional tourism development. A glossary has been added to the rear of this report to help clarify any terms that seem unclear or ambiguous. 6. PROSPER PILOT CASE STUDY: Woodburn vi SUMMARY Regional tourism in Australia generally refers to tourism activity that occurs outside of densely populated city areas. Regional areas often comprise collections of small communities that only have a limited pool of resources, infrastructure and expertise available to undertake tourism development. Because taking a regional approach to tourism development means that various communities need to come together under a common tourism identity, it presents to stakeholders the dilemma of organising and coordinating diverse interests and resources under that theme. Research undertaken by the Centre for Regional Tourism Research has highlighted that these difficulties can play an important role in the success of regional tourism development initiatives. In response, the Centre commissioned a research program known as Prosper, whose aim is to develop approaches that enable regional areas to overcome these concerns to better maximise the economic, social and environmental rewards of regional tourism development. This report presents the findings of a pilot study undertaken to contribute to the ongoing development of Prosper. Underlying this pilot study is the recognition that the economic, social and environmental outcomes of regional tourism development are largely determined by important conditions, such as interrelationships and resources, within any region. This report presents the findings of a capacity for innovative regional tourism development pilot case study conducted in the northern New South Wales community of Woodburn. Following a comprehensive case description, the study analyses Woodburn using the capacity for innovation contexts framework adapted for Prosper case studies. This approach enables the study to highlight areas of weakness and areas of strength to reflect Woodburns capacity to engage in innovative regional tourism development. Woodburn was found to have favourable networks, role of local government, entrepreneurial and economic competence contexts, but less positive clustering of resources, development blocks and production and distribution of knowledge contexts. The capacity for innovation analysis resulted in key conceptual and practical outcomes: suggesting...</p>