VFR travel : Well-known but not known well
- Authors: Backer, Elisa
- Date: 2015
- Type: Text , Conference paper
- Relation: 25th Council for Australian Tourism and Hospitality Education Annual Conference; Gold Coast, Queensland ; 2nd-5th February 2015 ; published in CAUTHE 2015 - Rising tides and sea changes : Adaptation and innovation in tourism and hospitality p. 55-66
- Full Text: false
- Reviewed:
- Description: In terms of visitor numbers, VFR is a large form of travel. Whilst VFR is well-known by tourism academics and practitioners, little is known about this form of travel. Research is relatively new, commencing in 1990; and few researchers have taken much interest in the topic. Only one study has attempted to measure the size of VFR, which developed a national size model based on extrapolating primary research undertaken in contrasting destinations to a national level. That study estimated that VFR represented 48% of Australia’s domestic visitor market. The aim of this research was to ascertain the size of VFR and reveal key profiles and characteristics using a large dataset, derived from Tourism Research Australia’s (TRA) National Visitors’ Survey (NVS) data (2010-2013). Analysis of those data (n=111,566) revealed VFR represents 48.3% of Australia’s domestic overnight visitor market, who stay the same length of time as non-VFRs but spend significantly less.
The demographic Dividend of VFT Travel: Evidence from Australia conference
- Authors: Backer, Elisa , King, Brian
- Date: 2014
- Type: Text , Conference paper
- Relation: Global Tourism & Hospitality Conference and Asia Tourism Forum
- Full Text: false
- Reviewed:
- Description: Visiting friends and relatives (VFR) travel is a large and important form of tourism in most developed countries. In Australia, VFR travel accounts for 48% of all tourism. Recent research has provided valuable insights into the length of stay, origins, mode of travel, and expenditures of VFR travellers. However, less attention has been devoted to their demographic attributes. To date, no research has compared the demographic attributes of all VFR travellers with those applicable to Non-VFRs. Based on a sample of 81,579 that covers the period 2010-2012, the present research demonstrates that the demographic profiles of VFRs and Non-VFRs in Australia are markedly different. It was found that a higher proportion of Non-VFRs were working full-time, living in capital cities and earning higher levels of household income. In contrast, a higher proportion of VFRs were working part-time, studying, or undertaking home duties. They were also significantly more likely to be pensioners or unemployed, part of a smaller household and earning a lower household income. They were more likely to be older and living alone. It is notable that socioeconomically disadvantaged groups have been acknowledged in the literature as being less engaged in tourism. However the present research provides evidence of their active participation in VFR travel. It is concluded that the provision of VFR travel opportunities may offer those who are not in a position to engage in other forms of tourism with prospective tourism related experiences.
VFR travel in practice : Case studies from Victoria, Australia
- Authors: Backer, Elisa
- Date: 2014
- Type: Text , Conference paper
- Relation: 24th Council for Australian Tourism and Hospitality Education Annual Conference; Brisbane, Queensland ; 10th-13th February 2014 ; published in CAUTHE 2014 - Tourism and hospitality in the contemporary world : Trends, changes and complexity p. 44-56
- Full Text: false
- Reviewed:
- Description: Visiting Friends and Relatives (VFR) travel has been highlighted through previous research as being historically ignored and underestimated by both researchers and tourism marketing practitioners. However, a new wave of research may be encouraging an awakening in industry circles as to the economic, social and political benefits. Through three case studies in Victoria, Australia of successful VFR marketing campaigns, the reasons why practitioners have developed such marketing campaigns dedicated to reach and optimise their VFR travel ‘market’ are discussed. In addition, the rationale for such campaigns, and their associated marketing activities along with the measures used to judge their effectiveness are explored. The conclusions outline the common themes and issues from the three case studies, and in particular highlight the need for the campaigns to provide economic, social and political benefits.
VFR travel : It is underestimated
- Authors: Backer, Elisa
- Date: 2012
- Type: Text , Journal article
- Relation: Tourism Management Vol. 33, no. 1 (2012), p. 74-79
- Full Text:
- Reviewed:
- Description: Visiting Friends and Relatives (VFR) travel is a substantial form of tourism worldwide. In Australia, official data measure VFR in one of two ways - purpose of visit or type of accommodation. However, this is only a measurement of those factors; it is not a measure of the size by volume of VFR travel. Yet tourism practitioners often mistakenly use these data to state the size of VFR travel in their destination. Based on quantitative research undertaken in three contrasting destinations in Australia, estimates for the size of VFR travel in those destinations is provided. These results highlight that using official data for measuring VFR travel will underestimate this segment in any Australian destination. Using the VFR definitional model as a conceptual model, this research has estimated that VFR travel represents 48% of Australia's total overnight tourism market. © 2011 Elsevier Ltd.