They come to see key icons located within some of the 24 protected areas managed by National Parks and Wildlife South Australia (NPWSA). In 1996, a monitoring system was developed through consultation with the island community, which set an optimal range of conditions by which tourism should operate. They aim to ensure that the integrity and value of the island is maintained, while making it economically viable to live there. The purpose of the project is to ensure there is sufficient information to predict any trends or changes that might occur on the Island that could impact either negatively or positively on the community and tourism industry. Secondly, to identify those agencies who would be responsible to manage these trends to ensure positive outcomes for the Island and its residents. This system is known as the Tourism Optimisation Management Model, fondly known as TOMM.

I have been here two months now and given the exciting changes that are taking place it feels like much longer. In order to provide a report on the progression of TOMM I have broken my report into various sub-titles which you will be able to follow as time progresses. The Indicators Indicators are a means of tracking the health of tourism on Kangaroo Island. An indicator is used to help track if you are achieving the optimal conditions desired for your destination. In setting an indicator, a format of measurement is also required. For example, a specific measure for an indicator regarding the social impact of tourism could be the ratio of tourists to locals during the peak period. 

From my observations, it would appear that: a large proportion of the population does not know about the TOMM project and can not see how it directly affects them while the concept of sustainable tourism and the TOMM project is agreed upon by the tourism industry, the change that will be required in their business operations to achieve this vision, is far from being realised the island - as with many nature-based destinations - is dealing with a market that is increasingly aware of quality nature-based tourism and has high expectations the project will require time, ongoing funding and support from the key management agencies who will use the data in their planning activities. 

How is this being achieved? I've tackled the project as if it were a business. Operations Research projects are required in order for us to gather information to fit into the TOMM indicators. Contact with Flinders University and their ecotourism course is proving worthwhile. Our aim is to develop a series of honors projects from within the TOMM process, suitable for students at tertiary institutions. Projects such as "tourism and crime", "the economic impact of daytrippers" and "visitation to non-park attractions" are all examples of potential research topics that will assist the process. 

The Tourism Optimisation Management Model (TOMM) project is making ground with presentations to community groups and the development of surveys to gather data on the progress of the industry. 

The Indicators 

A central project this month has been to review the indicators originally developed by the appointed consultants. This review has been based upon: The identification of core issues within the community regarding tourism The identification of core issues within the community regarding tourism Identification of the information required to initiate change within the tourism industry Identification of the information required to initiate change within the tourism industry Development of indicators and monitoring programs that will provide this information to key agencies on the Island Development of indicators and monitoring programs that will provide this information to key agencies on the Island Prioritising indicators and monitoring programs to ensure resources are focused on core areas. Once this process has been finalised, I will include the existing and new indicators on the web site for others to use.

Tourism Issues

Access to wildlife continues as an issue for many tour operators, particularly as daylight saving has meant that dusk does not descend until 8.30 ­ 9pm at night! Most visitors are back at accommodation at this time and so their experiences of wildlife may not be abundant. While changing the patterns of wildlife is not appropriate, this issue does raise questions regarding marketing and the creation of visitor expectations in relation to access to wildlife. A meeting is being arranged with tour operators to consider the development of a code of ethics and to discuss possible approaches to overcome this issue. This may also involve a forum to consider what images Island operators are using to sell their products and if we are creating unrealistic expectations amongst the market. 

 Operations

Frequently I am reminded how important timing is in the successful development of tourism. In 1998, a resident survey asked 10 per cent of the Kangaroo Island community if they had heard of or knew about a project called TOMM; 88 per cent indicated they knew nothing about it. 

With the growth in tourism and the decline in the agricultural sector on the Island, residents are beginning to recognise the importance tourism plays in the regional economy. The result of this attitudinal change, has been an increasing interest and willingness to be involved in the TOMM project. Last week, this was recognised by a $10,000 contribution by Tourism Kangaroo Island (TKI) to the visitor exit survey, as well as a commitment to provide a full page in the TKI brochure to the TOMM project and those businesses who financially support it.

This value-adding to local business is a clear recognition that projects such as tourism monitoring and sustainable development can have a market value to local suppliers. Accommodation Survey A recent accommodation survey undertaken by the TOMM project has resulted in a 50 per cent response rate from this sector. The results of this quarterly survey will identify occupancy rates, employment numbers, types of training being undertaken and a range of issues operators feel will impact their business in the future. This data is due to be released early in the New Year and will be undertaken each quarter to provide a yearly overview.

Industry Support Operators are beginning to approach the TOMM project offering assistance. An accommodation spreadsheet booking form has been developed by one operator for any other accommodation outlet to access over the web. The Rotary Club of Kangaroo Island has offered to proof read all the survey questionnaires to ensure the language is understood by Island residents; and A meeting to discuss industry collaboration in respect of an island-wide visitor exit survey is being strongly supported by key transport operators and four-wheel-drive companies, many of whom are offering financial support as corporate partners. Over the long-term, these events are small ­ however, for communities where competition and parochialism have dominated, this willingness to collaborate and share is a major thrust forward. 

Communication and publicity

The TOMM web site is in the process of development. Stay tuned for its initial release, as we would like your comments on our first test run. The Web site will be aimed at providing a central base for other tourism management projects to access as both a resource and a central communication link with other agencies. I had the pleasure of taking Associate Professor Michael Tarrant of the University of Georgia, around the Island recently. Michael is developing an educational interactive CD regarding tourism management and is considering using the TOMM project and Kangaroo Island as a model. This project is unique, in that is considers the issue of sustainability and seeks solutions from a community level, rather than from a departmental approach or focus. While this strategy is much more longer term and has some inherent challenges such as resource allocation and combining differing agendas, it is certainly more sustainable and teaches the community to rely on its own. 

Funding

At last, the issue of long-term funding of research programmes such as the visitor and resident survey have been brought to a head. Local operators and managing agencies have realised that long-term data is critical to the success of the industry and, as such, ongoing funding sources have to be identified. I am in the process of developing a discussion paper to consider various options for long-term funding such as a business or visitor levy, corporate donations or budget allocations among key management agencies. 

Opportunities

If you like the initiatives and concepts being developed by the Kangaroo Island TOMM and feel they may have application to your destination, send your details of the project to Jul2000Article@DoAustralia.com  .