Farm holiday in Australia

Introduction:
With foreign exchange earnings of more than € 14.5 billion in 2000, tourism is unquestionably one of the cornerstones of the Austrian economy. There are 15.500 farmers involve in farm tourism, which represent 1/5 of all tourist enterprises and 1/7 of the total Austrian supply of tourist beds (Derek, R. H. Lesley, R & Morag, M.,2003). Farm holidays become an important economic segment in agriculture and tourism and predominantly in the economy of rural regions.

Market segment:
International tourist (German, France, Span, China, Japan)
Internal tourist (family, school students in urban centres, company meetings)

Marketing strategy:

• Branding (logotype " Holiday on the farm ")

• Special offers for target groups(UNWTO,2004)
  Holidays on the organic farm

Holidays on a health farm Holidays on a baby and children's farm Holidays on a farm for wheelchair users and the physically handicapped Holidays on a horseback riding farm Holidays on a cyclist's farm Holidays on a wine farm

• Quality categorization (UNWTO,2004)
  Farms are awarded 2,3 or 4 flowers according to their rating. Eg: farmstead quality, facility quality, service quality
• Internet/ New media
  Worldwide webs:
  http://www.blogger.com/www.farmholidays.com
  http://www.australianfarmtourism.com.au/
• Cooperation with travel agencies, tourist information centres (TICs),
  Trade and travel magazines/journals (Lesley, R. & Derek, H., 2001)
• Cooperation to reduce the weakness of the small scale enterprises on the market
  Tourist farms some 3.400 (with 44.800 tourist beds) are members of the Austrian farm holidays organization (Clarke,J. 1996)
  

References:
1.Clarke,J. 1996. Reports: Farm accommodation and the communication mix. Tourism Management, 17: 611-620
2.Derek, R. H. Lesley, R & Morag, M., 2003. New Directions in Rural Tourism: local impacts, global trends. USA: Ashgate P137-144
3.Lesley, R. & Derek, H., 2001. Rural Tourism and Recreation: Principles to Practice. CABI
4.UNWTO, (World Tourism Organization) 2004. Rural tourism in Europe: experiences, development and perspectives. World Tourism Organization

Farm holidays in Australia

Farm holidays in Austria: Quality classification and theming of farms as development and marketing tools
Mr.Hans Embacher

From chapter2(the experience of western European countries in rural tourism) of Rural Tourism in Europe: Experiences, Development and Perspectives
ISBN 92-844-0716-8 published by the World Tourism Organization 2004



The grading and theming strategy of farm holidays in Austria have proved to be valuable tools for the development of agricultural and tourist industry as well as the challenge to the marketing.

The marketing strategies are as followed,

• Branding (logotype "Holidays on the farm")
• Quality categorization (farms are awarded 2,3 or 4 flowers according to their rating:farmstead quality, facility quality,service quality)
  
• Differentiation and specialization through special offers for target groups( holidays on the organic farm, a health farm, a baby and children's farm, farm for wheelchair users and the physically handicapped, a horseback riding farm,a cyclist's farm, a wine farm)
  
• Cooperation to reduce the weaknesses of the small scale enterprises on the market
• Internet/ New media

The major effects in the past 10 years were:

• Considerable improvement of the product-quality
• Quality orientation among the landlords has increased
• Clear, coherent strategy and strict criteria help to position the farm-holidays-product in the agricultural and tourist industry
• The image of the farm-holidays-product in the market has improved
• The very diverse holiday offer on the farms becomes more accessible.The quality and theming system facilitates decision making for the customers
• Grading and theming both support the search for the individually ideal holiday farm on the Internet.
• Ministries and other public bodies have a tool to assess quality when deciding on investments and their effects resp
• Overall the income from farm holidays has increased
  

farm tourism cooperation in Taiwan

Farm tourism cooperation in Taiwan
Ming-huang Lee

From chapter 12 of Rural Tourism and Sustainable Business
Edited by Derek Hall, Irene Kirkpatrick and Morag Mitchell,2005
channel view publications

Development of PYO Farms
Pick-your-own(PYO)farms are farms open for tourists to pick,taste and purchase agricultural products and enjoy their holiday in the farm landscape. Farmers sale their products to the tourists directly instand of to the market.What's more , these kind of farms provide some entertainment like BBQ,and other facilities as well as restaurant services or home-stay to meet the needs of tourists. Tourists can enjoy picking,tasting and buying what they want in the farm. What's more, they can enjoy the activities held by farm. These kind of farm have increased the income of farmers and developed the agriculture. On the other hand, they face some big challenges,such as problems of the marketing of farm landscape,the sustainable planning, management of PYO farms, the future development of next generation,cooperation between the farm holders.

This chapter has discussed the evaluation criteria for establishing a PYO farm,the diversification of different crops and opening periods of PYO farms Taichung county. There are two cases study of managing a restaurant and accommodation in the PYO farms. All these discussions push out the requirement of establishing a PYO organisation to manage the PYO farms to catch up the pace of international market and to develop the sustainability of PYO farms.

It is an interesting and argent topic to develop the PYO farms. It can be seen that we need a efficiency organisation to manage these farms, but which party or benefit representative will lead the organisation? Government or non-government organisation? Can they represent all the farmers benefits? There are not every farm family want to join the group,they prefer to manage their farm land by themselves. They just want to enjoy their life without tourism interrupt. Does this tendency of building up PYO farm really enhance their livelihood? All these problems I want to argue need further and deeper discussion.

study report:tourism management

Seminar 1: Marketing movie tourism

Movie tourism has been a new form of new tourism, which has created a new culture to the destination and attracted a number of tourists to visit. How to market movie tourism is worth our concerning.

The movie destination has provided an the real environment for the tourists to enjoy themselves just like in the movie. There are thousands of visitors from all over the world rush into these destinations after the movie release. They can experience the feelings, memories, conceptions, ideas about the movie as well as the culture of the destination.

How to market these movie destinations? Advertising media(TV,poster,others) might be used to reach these audiences. Create a new culture of hotels and restaurants and other facilities for may enhance the tourist's experiences. What's more ,there should be a new community to operate these destination.

Movie tourism creates larger benefit to the economy,culture and society indeed. However, it creates problems as well. The original culture may be collapsed and the environment may be destroyed. We need pay attention to the sustainability when marketing these destinations.


Seminar 2: engaging visitors in mining heritage centres

The aims and objectives of mining heritage centres are likely to be purposive role,educative mission and a strong community relationship. It is reported that government funding,"breaking even" and volunteers are the main sources of income.

How to market the mining heritage centres? There are several ways:

1. membership schemes
2. maintaining especial relationship with the local community
3. targeting of schools
4. targeting of enthusiasts
5. co-operation with travel trade
6. diversified products edutainment
7. branding

The article identified these important market segments:

local/regional communities

• community agencies and leaders
• exhibitions
• volunteers
• events
• outreach activities
• facilities

schools

• counter-cyclical availability
• liaison with teachers
• synergy with the curriculum
• learning resources
• out of school activities

heritage enthusiasts

• specialist media
• personal selling
• co-operative marketing opportunities
• wider networking

cultural tourists

• promotional partnerships
• marketing facilitation
• travel trade contacts

marketing edutainment(education & entertainment)

• events
• using the grounds
• venue hire
• museum shops

the first class of MA TM

It's very lucky that our classroom of this semester. Our classroom is in graduate centre, the strange building! There are 2 lectures and 1 seminar today. 7 hours study!

Steve is my module leader.(So many Steves in my life! But I like my teacher Steve in the academic course!) However, the problem happens. I can't catch up his speed! He speaks too fast,and the voice is smooth which makes me easy to sleep! Terribly, I can't concentrate on what he say. Evenly bad, I sleep in front of him for 20 minutes! Oh my GOD!

How can I deal with my future study in this case? It's my problem! I have to change this situation!

So after the class, I talk to Steve. I say sorry to him and tell him my problem, I want to solve this problem. To my glad, he is very kind to comfort me. He ask me to remind him to speak slowly next time. Further more, he tells me how to do well in this module! I become to like this Steve! My problem is solved. Once I like the teacher, I will pay attention to what he say. I can study hard and do well in my study! I am not worry about my MA study now! I know I have strength to fly!

Thanks GOD!

the first class of MA STP

Due to the heavy snow, we didn't finish our class. Actually, I was very happy to have a rest in the afternoon and play the snow! I haven't had a rest since last week! It is a good chance for me to adjust myself to the new MA study.

The classroom is lack of fresh air,which makes me tired. However, Graham's presentation attracts my mind. It appears that I like his teacher and his teaching.

There are 14 students in my class, to my interest, we are from 12 countries. We are international class. It is easy to find out different ways of thinking a problem from different cultures of us after our discussion of the sustainability. It is really very interesting.

To sum up, it will be more interesting things happen in the following study. I really enjoy this module!