Dealing With Change: The Impacts of Seasonality on Tourism Operators

Addressing the problems associated with seasonality in the tourism industry is crucial for the success of the industry. It is an area that has received considerable attention and yet it is difficult to control because of the changes in tourist preferences and the periods that tourist low and high seasons cover. This paper provides the details of a study undertaken in the tourist coastal region of the Great Ocean Road. The study was divided into two phases: a survey of tourist operators (144) in the region followed by in-depth interviews with operators (34). The questions to the respondents examined the perceptions of the high and low tourist seasons and the strategies used to combat issues relating to seasonality. The study found that the timing of tourist seasons appeared to be changing and that a number of strategies involving marketing, industry collaboration and the introduction of events to the region, would help to mediate the impact of seasonality