Course Title: Doctor of Philosophy in Management

Thesis Title:  What package of attributes and activities will be most effective in increasing overnight school excursion visitation to the ACT and Region for Canberra's 100th birthday in 2013?

Supervisors:  Professor Byron Keating and Professor Phil Lewis

Abstract

Educational visits are an integral part of school life and yet virtually no research exists as to the significance or pattern of these visits. Traditionally educational visits have been treated as an afterthought in marketing campaigns, but many attractions now recognise the importance of this market. Destination marketing to schools is important as it has the potential to stimulate repeat visitation and bolster off-peak attendances at attractions. In 2010 approximately 165,000 school students visited Canberra providing A$78 million toward Gross State Product.

The aim of this study is to investigate which combination of attributes would be most successful in increasing school excursion visitation to the ACT and Region. In order to achieve the aim, this study has three leading objectives:

1. to determine the preferences of school excursion planners when considering a destination’s attributes
2. to examine the importance of those preferences and compare various combinations of attributes offered by the destination
3. examine the differences in the valuations, if any, between groups or segments of Australian schools relating to the ACT and Region as a school excursion destination

The prime justification for this research is that it will make a contribution to academic knowledge and literature in the areas of educational and school excursion tourism. There will also be contributions to industry and the schools market as an outcome of this research. Findings will enable destination managers (in the ACT and Region in particular) to gain greater understanding of their current and potential market of school excursion travellers, assisting marketing managers in creating strategies to appeal to this market and thereby increasing school visitation (with flow-on educational and economic impacts).

Short Bio:

Naomi is a doctoral candidate (Management) with the faculty of Business and Government at the University of Canberra and is the recipient of an Australian Postgraduate Award scholarship. She completed her Bachelor of Tourism Management in 2005 and Bachelor of Tourism Management (Honours) in 2006, both with the University of Canberra. Naomi does some sessional lecturing and tutoring within the Tourism program, and also works as a researcher within the Centre for Tourism Research.