C ASE STUDY AREA

to model the process of tourist movements on Phillip Island and estimate the probabilities of the tourist movement patterns. The MC theory and model design were presented in chapter 5.

Although the probabilities of the movement patterns indicate the strength of movement patterns, they cannot tell us which patterns are statistically significant. Therefore, in step four, log-linear models are used to test significance of the movement patterns. These statistically significant movement patterns will be used in the next step of the case study for tourism market segmentation. The method to test the significance of the tourist movement patterns was discussed in chapter 6.

In terms of the outcomes of step four, The EM algorithm is used to segment Phillip Island’s tourist markets based on the significant movement patterns of tourists in step five. Then target markets are identified and tour packages are designed for this island’s tourism market promotion. The method of the tourism market segmentation was also investigated in chapter 6.

Step six of the case study is to evaluate the models of the tourist wayfinding process designed in chapter 6. The tourist wayfinding process in this thesis is based on the tourist movement at the micro level, which was tracked by GPS. The routes of the tourist movements, characteristics of tourists and their wayfinding behaviours relating to each model are compared for the evaluation of the wayfinding models.

7.2 CASE STUDY AREA

Phillip Island, located at the mouth of Westernport bay, is 140 kilometres south-east of Melbourne, Australia (see figure 7.1). Phillip Island covers an area of about 100 km², is 20 km long and 13 km wide. The permanent population on the island is around 7000 but almost 1.5 million visitors travel around the island each year (Hallahan and Bomford 2005; Phillip Island Internet Services 2005)

Figure 7.1 Map of Phillip Island (Phillip Island Nature Park 2005)

Phillip Island was first discovered by George Bass in 1798 and was used as a military post, for farming, game hunting and cattle and sheep grazing at the early stage. In the late 1920s, because of the tourism boom, Phillip Island became a popular tourist site. There are a large number of natural tourist resources on the island, such as wildlife, such as fairy penguins, koalas, seals and natural features, such as wetlands, sandy beaches and rugged rocky cliff faces. The popular attractions on Phillip Island are the Penguin Parade, the Koala Conservation Centre (KCC), Churchill Island, Cowes, Rhyll Inlet, Woolamai and the Nobbies. (Phillip Island Nature Park 2005) (see figure 7.1). Many recreational activities are undertaken by tourists on the island around the year, such as wildlife viewing, water sports and fishing.

7.2.1 Koala Conservation Centre (KCC)

The KCC is centrally located on Phillip Island (see figure 7.2). It was established in 1991 to protect the koala population and provide close viewing opportunities for tourists. The KCC is composed of six hectares of enclosed woodland, a 0.5 hectare koala viewing area that includes two boardwalks, a nine hectare plantation and an information centre. A further seven hectares is available for the expansion of the woodland habitat (Reed 2000).

There are on average 120,000 tourists visiting the KCC each year. The KCC features a treetop boardwalk for the tourists to observe the koalas at a close range (see figure 7.3). Tourists can also walk through the eucalypt bush to observe more koalas in a natural environment (see

figure 7.4). The KCC conducts research on understanding koala behaviour and methods of returning koalas back into the wild successfully (Hallahan and Bomford 2005).

Figure 7.2 Map of the Koala Conservation Centre

Figure 7.3 The Koala Conservation Centre Boardwalk

Figure 7.4 Koalas in the Koala Conservation Centre

7.2.2 Penguin Parade

The Penguin Parade is one of the most popular wildlife attractions in Australia (Hallahan and Bomford 2005). After sunset the world smallest penguins come ashore to breed and moult.

Tourists can view the nightly spectacle of little penguins parading along the beach from stands or along the boardwalks (see figure 7.5 and figure 7.6 ). The Penguin Parade visitor centre also provides educational facilities such as interactive computers, glass-sided nesting boxes and a theatre for acquainting the tourists with information about little penguins. More than half a million people visit the Penguin Parade every year (Hallahan and Bomford 2005).

Figure 7.5 The Penguin Parade (Phillip Island Nature Park 2005)

Modelling the Spatial-temporal Movement of Tourists

Figure 7.6 World famous little penguins (Phillip Island Nature Park 2005)

7.2.3 The Nobbies

The Nobbies, a large rock platform formed by volcanic outpourings 40 to 60 million years ago, is located at the western tip of Phillip Island (Hallahan and Bomford 2005). A cliff top boardwalk around the Nobbies provides tourists with views of seals, dolphins, birds and the magnificent coastline (see figure 7.7 ). About 1.5 km offshore from the Nobbies are Seal Rocks, which is home to the largest fur seal colony in Australia (see figure 7.8 ) (Hallahan and Bomford 2005; Walkabout 2006).

Figure 7.7 The boardwalk at the Nobbies

Figure 7.8 Seal Rocks

7.2.4 Churchill Island

Churchill Island is a small island (57 hectares) off the northeast coast of Phillip Island. In 1872, Samuel Amess bought the island and built farm buildings and a homestead for his family. The Victoria government bought the island in 1976 and opened it to the public in 1981. The major attractions for tourists on Churchill Island are Roger’s cottage and the 1872 homestead and gardens (see figure 7.9 ) Tourists can also stroll along the circular waking tracks to view wild birds such as wading birds and seabirds and the ancient Moonah forests (Hallahan and Bomford 2005).

Figure 7.9 Churchill Island cottage

7.2.5 Cowes

Cowes, originally called ‘Mussel Rocks’, is the principal town on Philip Island. It was the main port for the ferry from the mainland before the bridge linking San Remo and Newhaven was built. Cowes is a centre of culture, art and recreation on Phillip Island. It has many art galleries, craft and souvenir shops and a theatre and a cinema. It is also the main location for shopping, dining and accommodation. There are many beautiful beaches with fine sand facing French Island and the Mornington Peninsula (see figure 7.10 and figure 7.11).

Figure 7.10 Phillip Island Tourist Road at Cowes

Figure 7.11 A beach at Cowes