VFR travellers: How long are they staying?
- Authors: Backer, Elisa
- Date: 2010
- Type: Text , Conference paper
- Relation: New Zealand Tourism and Hospitality Research Conference 2010: Adding value through research p. 494-507
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- Description: Visiting Friends and Relatives (VFR) travellers is a substantial segment of tourism in many destinations around the world. However, relative to its size, research has been lacking; commencing only around twenty years ago, and gaining momentum only this century. Research into VFR traveller profiles and characteristics has been limited, and some of what has been done conflicts with other findings. One such component, which is important for destinations, is length of stay. Whilst some of the research has indicated that VFR travel is associated with long length of stay, other research indicates that it is more linked with shortbreak tourism. This research has considered this concept, for VFR travellers compared with non-VFR travellers at three contrasting destinations in Australia. Based on quantitative research using probability sampling, VFR travellers were compared to non-VFR travellers at the popular tourism destination, Sunshine Coast (south-eastern Queensland); the northern Queensland destination of Townsville; and the inland Victorian destination of Ballarat. Whilst the average length of stay varied between all three destinations, relative to non-VFR travellers, there was no significant difference between VFR and non-VFR travellers. Therefore, VFR travel was not found to be associated with either short or long stay at the three destinations considered. However, length of stay was greater, the more popular the destination is with tourists. As such, VFR travellers stay at more attractive destinations longer than at less attractive destinations, but not at any significantly different level to non- VFRs
The VFR Trilogy
- Authors: Backer, Elisa
- Date: 2009
- Type: Text , Conference paper
- Relation: Paper presented at 18th Annual CAUTHE Conference 2009 - See Change: Tourism & Hospitality in a Dynamic World, Esplanade Hotel, Fremantle, Western Australia 10th-13th February 2009
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- Description: The purpose of this research paper is to present three VFR models, the VFR trilogy, to enable implementation of materials into the syllabus for tourism units at universities. Despite VFR travel representing around half of Australia’s domestic travel market, VFR fails to be given much more than a cursory mention in core tourism teaching textbooks, and does not even make it to the index of other tourism textbooks. The failure of VFR travel to be discussed in tourism textbooks, results in VFR being overlooked in the teaching syllabus, since teaching often revolves around the textbooks. Future tourism marketers and future tourism managers therefore graduate with their tourism degrees, with a complete disregard for the potential of VFR travel as a marketing segment for the business that they will end up working within. Having developed three VFR models that assist in developing an understanding of VFR travel, the purpose of this paper is to assist in developing a better understanding of this tourism phenomenon, and provide the mechanism for which current and future teaching in tourism can include coverage of VFR travel.
- Description: 2003007345
VFR Travel: It is underestimated
- Authors: Backer, Elisa
- Date: 2011
- Type: Text , Conference paper
- Relation: CAUTHE 2011 National Conference
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- 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 accommodation. This is only a measurement of those factors, 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 dala 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 percent of Australia's total overnight tourism market.
- Description: E1
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
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- 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.
Partial industrialisation in tourism: Modelling Ballarat
- Authors: Barry, Brooke , Backer, Elisa
- Date: 2012
- Type: Text , Conference paper
- Relation: CAUTHE National Conference 2012; The new golden age of tourism and hospitality
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- Description: Partial Industrialisation In Tourism (PIIT) is a concept first raised by Leiper (1979), who explained that rather than being one giant industry, that tourism was partially industrialised. Businesses that are typically associated as belonging to 'the tourism industry' may find that tourists are only part of their business mix and may not strategically target tourists as a distinct segment. That is, businesses that serve tourists also serve non-tourists. As such, tourism is only partially industrialised. Despite being raised three decades ago, only a handful of researchers have explored PIIT, and only two empirical studies exist in the field. The aim of this research was to examine the degree of industrialisation in tourism of 31 businesses across four industries in the city of Ballarat, Victoria, which are typically associated as belonging to 'the tourism industry'. This study found that the level of industrialisation in tourism varied across all industry types with some retailers reporting that fewer than 1% of their customers are tourists. Even those businesses more industrialised in tourism such as accommodation and tourist attractions admitted that tourists were not their only customers. Thus, this research provides additional empirical evidence to support the theory of PIIT, and provides evidence to highlight that figures often used in industry to support tourism represent a considerable exaggeration of the situation.
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
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- 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 : 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
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- 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 evolution of visiting friends and relatives (VFR) travel research : A content analysis
- Authors: Yousuf, Mohammad , 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. 363-375
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- Description: Visiting Friends and Relatives (VFR) travel is a significant form of tourism worldwide. Scholarly research into VFR commenced in 1990 and since then only one review of the literature has been conducted, which was a content analysis based exclusively on journal articles. That research, based from 1990-2010 highlighted that only 39 VFR articles had been published in tourism journals. Given the small number of publications identified, it was felt that an analysis encompassing a wider selection of publication forums would be valuable to scholarship. This research has undertaken a content analysis extending to 2014 that includes conference papers, book chapters and theses as well as tourism journal articles. The findings identified a growth in VFR travel conference papers and theses, but VFR has had little presence through book chapters. VFR research has historically focused on the commercial aspects, but more recently has turned to furthering understanding of the social aspects.
The relationship between VFR travel and social tourism in Australia
- Authors: Backer, Elisa
- Date: 2014
- Type: Text , Conference paper
- Relation: 11th New Zealand Tourism & Hospitality Conference; Hamilton, New Zealand; 9th-12th December 2014
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VFR purpose of trip does not always mean staying with hosts - Predicting VFR purpose of trip and choice of accommodation
- Authors: Backer, Elisa , Laesser, Christian
- Date: 2011
- Type: Text , Conference paper
- Relation: 21st Council for Australian Tourism and Hospitality Education Annual Conference; Adelaide, Australia; 8th-11th February 2011; published in CAUTHE 2011 Conference Proceedings - Tourism : Creating a brilliant blend p. 913-917
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- Description: Whilst destination marketing organisations around the world invest many resources into tourism marketing, little focus is placed on Visiting Friends and Relatives (VFR) travel. A primary reason for this has been linked to the assumed lack of benefits to commercial accommodation operators. However, not all VFR travelers stay with the friends or relatives that they travel to see. This research aims to contribute to the small body of literature that has considered the behaviours of those VFR travellers who select commercial accommodation. Focusing on the Swiss market as a typical mature travel market, this research has found several key differences between VFR travelers who stay with their friends or relatives and those who choose commercial accommodation. A key finding has been a significant difference in length of stay, whereby VFRs staying in commercial accommodation enjoy longer periods of stay in the region. Those VFRs also travel greater distances.
The propensity to engage in VFR travel across the family life cycle stages
- Authors: Backer, Elisa
- Date: 2016
- Type: Text , Conference paper
- Relation: 26th Council for Australian Tourism and Hospitality Education Annual Conference; Sydney, Australia; 8th-11th February 2016; published in CAUTHE 2016 Conference Proceedings - The changing landscape : The impact of emerging markets and destinations p. 69-87
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- Description: The Family Life Cycle (FLC) model is frequently used for understanding travel patterns and consumer behaviour. The model outlines the stages many people are considered to transition through from singles, to couples, to having children, retiring and then being a solitary survivor. The aim of this research was to consider the relationship between life cycle stages and travel engagement in Australia. In particular, this research aimed to determine whether there were any differences in travel behaviour between Visiting Friends and Relatives (VFR) travellers and non- VFRs across the FLC stages. Based on a sample size of 102,029 domestic visitors, an analysis revealed that VFRs and non-VFRs were significantly different in their FLC composition ( =6851.60, df=20, p<.05). Z tests of column proportions revealed differences across a number of the groups, with the strongest level of association identified for the older non-working single FLC stage (c = .14). This paper adds to the literature undertaken in the fields of family tourism and VFR travel with a focus on life cycle stages.
Perceptions of Australian bachelor honours degrees in tourism
- Authors: Backer, Elisa , Benckendorff, Pierre
- Date: 2016
- Type: Text , Conference paper
- Relation: 26th Council for Australian Tourism and Hospitality Education Annual Conference; Sydney, Australia; 8th-11th February 2016; published in CAUTHE 2016 Conference Proceedings - The changing landscape : The impact of emerging markets and destinations p. 1005
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- Description: The first tourism Honours degree in Australia was offered just over two decades ago, and since then Honours has become a well-recognised and important offering, particularly in terms of its role as a research pathway. The research intensive nature of Honours degrees produces graduates who are able to plan and execute project work, research and scholarship with some independence. These skills are highly sought after by some prospective employers. However, Honours programs tend to be ‗boutique‘ offerings and are particularly vulnerable to curriculum rationalisation efforts. The purpose of this research was to explore the value of Australian business Honours degrees by examining the perceptions of tourism educators. A survey of 100 academics from 19 Australian institutions revealed that Honours is highly valued and considered to be superior as a research training degree in comparison to Masters coursework and Masters by Research.
Australian film tourism : A case study on what is at stake
- Authors: Backer, Elisa , Owen, Richard
- Date: 2016
- Type: Text , Conference paper
- Relation: 26th Council for Australian Tourism and Hospitality Education Annual Conference; Sydney, Australia; 8th-11th February 2016; published in CAUTHE 2016 Conference Proceedings - The changing landscape : The impact of emerging markets and destinations p. 765
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- Description: The film industry plays an important cultural and economic role in Australia. Feature film production in Australia is undergoing significant change with established filmmaking structures becoming less viable. From a tourism perspective, films can play an important role to host destinations, with promotion around a film resulting in interest from tourists to absorb themselves in the location in which a film was shot. Research into film tourism has increased in the past two decades but has focused on major box-office films. This paper adopts a case study approach to assess the benefits associated with a micro-budget feature film in Australia. This paper contributes to the growing literature in film tourism, and also offers useful insights to Destination Marketing Organisations and Councils in Australia. Of note, a successful micro-budget model could underpin a reconstruction of Australia‘s film industry and assist a generation of young filmmakers with extraordinary collaborative orientation to transform a neglected area of opportunity into an active and vibrant film category.
Do visits from friends and relatives improve quality of life or make us feel worse?
- Authors: Backer, Elisa
- Date: 2017
- Type: Text , Conference paper
- Relation: 27th Council for Australian Tourism and Hospitality Education Annual Conference; Dunedin, New Zealand; 7th-10th February 2017; published in CAUTHE 2017 Conference Proceedings - Time for big ideas? Re-thinking the field for tomorrow
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The relationship of VFR travellers with tourism industries
- Authors: Backer, Elisa
- Date: 2008
- Type: Text , Conference paper
- Relation: Paper presented at New Zealand Tourism & Hospitality Research Conference 2008: Re-creating Tourism, Hanmer Springs, New Zealand : 3rd-5th December 2008
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- Description: This research explores the extent to which hosts, local industries and destination regions influence VFR (Visiting Friends and Relatives) travellers’ purpose of visit. Whilst VFR travellers are often assumed to travel for the purpose of visiting friends and relatives, this research, based in the Sunshine Coast Australia, indicates that VFR is only one reason that motivates VFR travellers to travel. The simplistic view that VFRs are travellers whose purpose of visit is only VFR is challenged by these research findings showing that 26.6% of visitors who stayed with friends and relatives stated a Non-VFR purpose of visit. Clearly, if purpose of visit is used as a sole measurement for considering the size of VFR travel then a significant portion of VFR travellers will be missed. Interestingly, visitors staying with relatives were more inclined than friends to be travelling with this purpose in mind. Whilst 80.6% of visitors staying with relatives reported VFR to be their purpose of visit, only 63.4% of visitors staying with friends were travelling for VFR purposes. VFR travellers were also found to be significantly more likely than Non-VFRs to rely on word of mouth than other sources in terms of planning their trip. As such, the role that the local host has in influencing, not only the purpose of trip to begin with, but the activities undertaken during the visit is also critical. This relationship that VFR travellers have with industries, the destination, and the host are all interlinked and can influence the purpose, or purposes, of the trip. A VFR purpose of visit model is proposed to explain the relationships between these elements, also demonstrating that VFR is only one type of purpose of visit amongst VFR travellers.
- Description: 2003006242
Visiting the Destination or Visiting us? A Look at VFR
- Authors: Backer, Elisa
- Date: 2008
- Type: Text , Conference paper
- Relation: Paper presented at Tourism Futures National Conference, Gold Coast, Queensland : 2nd-4th June 2008
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- Description: Visiting Friends and Relatives (VFR) Travel represents a large and significant component of tourism. However, despite this, VFR Travel has been largely ignored by tourism marketing practitioners, and has remained under-researched in many domains. VFR Travel tends to be overlooked in tourism marketing campaigns, in part because these travellers have been regarded as ones who cannot be influenced, and in part because of their perceived minimal economic impact. However, VFR travellers are not always attracted solely by the hosts. The attractiveness of the destination can also have an influencing role on VFR trips. Whilst little research has been done to examine these issues, this paper utilises a whole tourism systems model to examine the linkages between VFR travellers and destination regions. A comparative analysis compares VFR research undertaken in two different regions in Australia. Through this approach, it is shown that VFRs are often influenced to embark on VFR trips because of the attractiveness of a destination. As such, whilst any region can attract VFRs because of the hosts, the attractiveness of a region as a tourist destination can influence the length of stay and visitor spend and, as such, enhance the impact of VFR Travel on a local economy.
- Description: 2003006296
Take me back…but to where? A content analysis of how countr e? A content analysis of how country of origin impacts on the authenticity of souvenirs
- Authors: Backer, Elisa , Zaveri, Moulik
- Date: 2019
- Type: Text , Conference paper
- Relation: 50th Annual Travel and Tourism Research Association International conference, 25-27 June 2019, Melbourne, Australia Vol. 82
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- Description: Souvenirs are a popular commodity for purchase by tourists. Souvenirs can serve as an emotional connection for people to bring back fond memories of touristic experiences. They can also be gifts for friends and relatives to showcase and share touristic events when the tourist returns back home. In recent years, research has been undertaken on the importance of souvenirs and the aspect of authenticity. However, the relationship between country of origin, more specifically the ‘Made in...’ labels, and souvenirs has attracted little research interest. Importantly, despite the importance of souvenirs to tourism, a content analysis has not been undertaken. Such research seems important in order to guide future research and hold important implications for tourism practitioners. Accordingly, this research involves a content analysis of the relationship between authenticity and souvenirs. Key themes are highlighted and future research identified.
VFR travel : A panacea for destination recovery?
- Authors: Backer, Elisa , Richie, B.
- Date: 2017
- Type: Text , Conference paper
- Relation: 27th Council for Australian Tourism and Hospitality Education Annual Conference; Dunedin, New Zealand; 7th-10th February 2017; published in CAUTHE 2017 Conference Proceedings - Time for big ideas? Re-thinking the field for tomorrow
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