Travel Reference
In-Depth Information
Critical to a DMO's success in managing consumer perceptions following an event such as
this is an understanding of the intervening effect that disasters have on the tourist's behaviour.
The aim of this project was to gain an understanding of the tourist's psychological and behavioural
responses to the 2011 Queensland fl oods. An online survey was distributed to members
of Queensland's interstate travel market. A database comprising 12,000 members of this
population was purchased from a commercial database provider and a total of 2110 usable
responses were obtained.
To gain some idea of the impact of the fl ood on the travel behaviour of visitors who had
intended to visit Queensland at the time, respondents who did have plans to travel to the
region were asked whether they had cancelled, postponed or gone ahead with their trip.
Of those who had travel plans, only 14 per cent cancelled their trip, 40 per cent postponed
their arrangements until a later date and 46 per cent of respondents were not deterred by
the fl ood events and went ahead with their trip as originally planned. Respondents were
also asked to provide an open-ended explanation of their decision. Accessibility to and
within the state was the most common deterrent for those who had cancelled their existing
travel plans. The fear of being in the way or hindering recovery efforts was also a common reason
given by respondents. Many open-ended comments also presented a collection of words and
phrases such as 'scared' and 'fear of the unknown', which suggested that those who had cancelled
their trip may have done so out of fear. A review of the qualitative responses also suggested
that those who had cancelled or postponed their trip did so out of concerns for their safety.
Perceptions regarding the weather in Queensland at the time of the fl oods also led to the
cancellation of travel plans.
Those respondents who stated they would be prepared to visit Queensland despite the fl oods
were asked to rate their motivations or reasons behind their decision. These are listed in
Table 34.1
.
Two of the three primary motivations of those willing to visit the state at the time of or
immediately following the fl oods appeared to be a sense of compassion and empathy for the
Queensland community and a keenness to assist in the recovery process. The third motivation is
testament to the good news stories presented via the media regarding the local community spirit
and camaraderie that evidently appealed to the visitor market. On examination of the least
motivating factors, it appears that curiosity or the need to witness the extent of the damage fi rst-
hand, perhaps a type of thanatourism (Lennon and Foley 2000), was not a motivating factor for
Table 34.1
Primary motivations behind willingness to visit Queensland at the time of the floods
Rank
Motivation
Mean
1
I would like to help the Queensland tourism industry recover
5.5
2
I feel sorry for the Queensland people
5.3
3
I would like to witness the community spirit seen on the media
5.0
4
I believe I could offer some assistance
4.1
4
I believe Queensland would be much the same
4.1
5
I believe it would be quieter
3.8
5
I would like to see how things have changed
3.8
6
I would feel guilty if I did nothing to help the industry recover
3.7
7
I believe it would be cheaper at this time
3.5
8
I would like to see for myself
3.3
8
I would like to see the extent of damage and destruction
3.3
