The Trend of Backpacker Tourism in Australia
Madison Simmons
0684814
HTM*4170
Wednesday, February 8, 2012
The Trend of Backpacker Tourism
Backpacker Tourism
As the tourism industry continues to expand, it gives way for opportunities to be
realized into new ways to explore and travel the world. A trend that has caught much
attention from the younger demographic of today is backpacker tourism. Backpacker
tourism can be seen as somewhat of an alternate to the mainstream forms of tourism in
today’s society. Tourism Research Australia defines a backpacker as, “a person that
spends one or more nights in either backpacker or hostel accommodation.” A more
descriptive definition of this type of traveller is given by Pearce (1990) as, “backpackers
are predominantly young travellers on extended holidays with a preference for budget
accommodation, flexible and informal travel itinerary and an emphasis on meeting people
and participating in a range of activities,” (Ooi & Laing, 2010).
Backpackers are seen as self organized pleasure tourists that are on a prolonged
journey, with multiple destination stops and a flexible itinerary (Maoz, 2006).
Backpackers travel more widely than other tourists, and are thought to be taking a leave
from their current life situations, with the clear intention of returning back to their
‘normal lives.’ Backpackers tend to travel independently, or with one companion,
however most form a group during their travels with people who have similar travel
patterns and goals (Maoz, 2006).
Backpacking tourists are most commonly identified by their attitudes and
motivations to travel (Uriely, Yonay & Simchai, 2002). Some of the prominent
motivators to embark on a backpacking trip include the idea of traveling as an escape, as
a once in a lifetime opportunity to experience and immerse oneself in different cultures.
People see this ‘alternate’ travel form of backpacking as a chance for personal growth
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The Trend of Backpacker Tourism
and development, by putting themselves in challenging situations and learning about
other cultures. Some have the desire to socialize and meet with other travellers who are at
the same point in life, and some may even view themselves as having greater social status
upon their return from a backpacking trip in the eyes of friends and relatives (Ooi &
Laing, 2010).
Backpack tourism is differentiated from institutionalized tourism in terms of form
related attributes, including length of stay, flexibility and budget (Uriely, Yonay &
Simchai, 2002). Heterogeneity in the backpacking phenomenon is revealed in terms of
nationality, purpose, motivation, age and gender (Maoz, 2006). Given the amount of
potential diversity, it should be mentioned that the typical backpack tourist is still
predominantly of western culture, and share common characteristics including budget
spending and a relatively long length of stay.
Backpackers tend to de emphasize visits to the well-known popular attractions,
and aim to visit more authentic destinations, as they are on this trip to explore, and learn
about themselves. These tourists try to stray from the usual ‘touristy’ paths. The problem
with this seemingly unique intention then becomes that the ‘off track’ may soon become
the path most travelled on (Ooi & Laing, 2010).
Origins
This backpacking tourism phenomenon could be said to have started with the
Grand Tour; the cross Europe trip taken by upper class young people in the 17th century,
in hopes of learning and broadening their experiences (Loker & Pearce, 1995). This
travel experience made way for the ‘drifters’ of the 1960s, which are said to have lead the
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way to backpackers. Drifters were individuals who tried to immerse themselves in host
cultures, but were widely viewed in a negative way by host communities as they were
seen as irresponsible (Cohen, 1973).
Positives and Negatives of Backpacker Tourism
Some governments in the developing world are not very fond of the backpacking
trend, as they instead want to pursue a market of higher value, luxury tourists
(Scheyvens, 2002). Backpackers seem to have the stereotypical image to some, as unkept
and drug using tourists that spend way too much time and too little money at a
destination. They are looked down upon because they are viewed as not bringing in
enough foreign currency, and because of the feeling that the intrusion of ‘drifters’ into
facilities used by ordinary tourists could mean a loss for the establishment (Cohen, 1973).
This negative view is due to the increasing resemblance of mass travel, including the
impact on local communities and the increasingly commercial aspect (Ooi & Laing,
2010).
However, as is true of the tourism industry as a whole, there are both negative and
positive aspects of backpacker tourism. Backpacker tourism can be seen as greatly
beneficial to local communities, as most spending is concentrated on locally produced
goods and services, and job opportunities are created at a local level (Ooi & Laing, 2010).
Travelling with a small budget can be seen as bringing in little revenue, but research in
Australia found that backpackers actually spend more than any other tourist category
(Destination NSW). This can be attributed to differences in the length of stay.
The spending done by backpackers is spread over a wider geographic area, and
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therefore shares benefits with more remote areas. As these tourists are looking for simple,
low cost items, money is spent locally. Backpack tourism allows for significant multiplier
effects, as they are drawing on local skills and talent. Only basic infrastructure is required
for these tourists, and therefore it is easy and cheaper for locals to provide. Interest in
local cultures can also lead to a restoration of lost traditions. Backpackers use fewer
resources, when compared to luxury tourists, and therefore can be said to leave less of a
negative environmental footprint at destinations (Scheyvens, 2002).
On the other hand, backpacker tourists may be looked down upon by destinations
as they are seen as ‘bargain hunters’ because of their small budgets. Some host
communities see ‘alternate’ tourism forms such as this as invasive. Tourists may
sometimes act inappropriately, engaging in experimental drugs and sexual actions, as
they try to deviate from their normal life in search of something new. Some say that
backpacking has simply turned into another strand of mass, institutionalized tourism, and
that it is another self centered concept (Scheyvens, 2002). However, it cannot be said that
other forms of tourism are immune to these downfalls.
The trend of backpacking has developed certain characteristics including a
demand for cheap accommodation, as well as transportation, entertainment and
restaurants, along with communication networks. There is really no foreign exchange
required for the construction or operation of backpacker tourism infrastructure, which
will allow for an increase in local participation in the development of the industry at their
destination (Hampton, 1998).
Backpacker tourists are also increasingly identified to be engaging in different
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tourism projects such as volunteer tourism (Ooi & Laing, 2010). The incorporation of
volunteer tourism into the backpacking experience may help shape this trend as a
beneficial and sustainable one.
Australia
For decades, following the general trend of international leisure travel, Europe has
been a popular choice for backpacker tourists, but the recent trend is to head to Australia.
The notion of living the dream, getting a house on the beach and learning to surf is
alluring to today’s young demographic. A hostel bed in surfer’s paradise on the east coast
of Australia goes for around $150 a week, an attractive price for those on a budget (Let’s
Go, 2012). Australia’s backpacker appeal stems from its unique image as a safe, friendly,
youthful and adventurous destination (Destination NSW).
Data from a 2008 study showed that backpackers in Australia were 53% female,
and 47% male. Majority were aged 18-35, with 71.5% being between 18 and 24. The
majority were well educated and of western origin (Ooi & Laing, 2010).
The backpacker market is valuable for tourism in Australia, particularly in
regional areas, given the length of stay and the tendency for these tourists to travel
throughout Australia. According to Ferguson, around half a million backpackers visit
Australia each year, and stay for an average of 2 and a half months (Ferguson, 2011).
The backpacker market is also of economic importance. In 1999, backpackers
accounted for 10% of all overseas visitors to Australia, and the number has continued to
rise (Mohsin & Ryan, 2003). There is a large number of Australians who also benefit
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from and use backpacker accommodation. An international visitor survey done in 2005
revealed that the main source countries for inbound backpackers to Australia were, the
UK (26%), Europe; excluding Germany (24%), US (9%), and Germany (9%)
(Destination NSW).
The backpacker market is not homogenous in Australia, and includes a number of
identifiable segments. The first is the working holiday maker, which involves tourists
attaining a work visa so that they are able to work while travelling to support themselves
on their trip or make some extra money. The number of visas being applied for and
issued to Australia is currently increasing, and Australia has reciprocal working visa
arrangements with 19 countries (Destination NSW). A second segment is the free
independent traveller (FIT), which includes people who choose backpack tourism as their
mode of travel. This is usually partly for social reasons. Other sectors include students,
and domestic backpackers (Destination NSW).
Future Growth
There is not much recent literature on the trend of backpack tourism, and with this
fad increasing in popularity there will be much more research done on backpacking in the
next five years. The development of products and packages to attract the backpack tourist
will be seen, in order for destinations to gain a competitive edge in the eyes of this
segment. Australia has already got started with this as one of their latest marketing
initiatives is offering free bus and rail travel to backpackers from Syndey to Queensland
(Ferguson, 2011). The marketers know this segment will jump at a good deal, and it will
allow them to see more of the island.
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The Trend of Backpacker Tourism
Promotion will be a huge area for growth in this sub sector, as there is not much
marketing material out there for the authentic backpack tourist. This could be a good
market to tap into, or could alternatively aid in the transformation of this trend into mass
tourism.
Students could be seen as an untapped tourist market. Most students are known to
take spring break trips, or go on family vacations, but not much information is out there
for the student undergoing post secondary education, or taking a break from education,
who wants an individual once in a lifetime experience, backpacking across a different
continent and immersing themselves in other cultures.
Australia has established the Backpacking Tourism Advisory Panel (BTAP),
which intends to drive industry development policy on this progressively important
leisure sector (Australia Tourism, 2011). This initiative shows the recognized importance
of this trend in the near future. The BTAP is focusing mainly on marketing aspects. "The
formation of this Panel is in strong recognition of the importance of the backpacker sector
as a major export and foreign exchange earner and will facilitate a strong political
interface with all levels of government," said ATEC Managing Director Peter Shelley,
(Australia Tourism, 2011).
It is important for countries to recognize this group of travellers, as not only are
they experiencing the authenticity of different countries and continents, these tourists,
just like all others, become ambassadors for the destination when they get home.
This trend will continue to expand to other parts of the world, and will allow for
the construction of the less luxurious infrastructure, and cheaper travel necessities. The
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impacts of this trend will be able to be studied further in the next five years, and a real
analysis can be done on whether or not the positives outweigh the negatives when it
comes to backpacker tourism.
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References
Australian Tourism Export Council: Backpacking Tourism Advisory Panel. (2011). New
Business Development to Drive Backpack Sector. Retrieved from
http://groups.yahoo.com/group/green-travel/message/1072
Cohen, E. (1973). Nomads from affluence: Notes on the phenomenon of drifter tourism.
International Journal of Comparative Sociology, 14,1-2, 89-103.
Destination NSW; Tourism Corporate Site. Backpacker Tourism. Retrieved from
http://archive.tourism.nsw.gov.au/Backpacker_Tourism_p726.aspx
Ferguson, Martin. (2011). Free Backpacker Travel to Queensland. Retrieved from
http://minister2.ret.gov.au/MediaCentre/MediaReleases/Pages/FreeBackpackerTraveltoQ
ueensland.asp
Hampton, M. P.
(1998) Backpacker Tourism and Economic Development. Annals of
Tourism Research 25(3), 639–660.
Ooi, Natalie., Laing, Jennifer H. (2010). Backpacker tourism: sustainable and purposeful?
Investigating the overlap between backpacker tourism and volunteer tourism motivations.
Journal of Sustainable Tourism, 18, 191-206.
Let’s Go. (2012). Surfer’s Paradise Overview. Retrieved from
http://www.letsgo.com/2606-gold_coast-travel-guides-surfers_paradise-d
Loker-Murphy, L., Pearce, P.L. (1995). Young budget travelers: backpackers in
Australia. Annals of Tourism Research, 22(4), 819-843.
Maoz, D. (2007). Backpackers’ motivations: The role of culture and nationality. Annals
of Tourism Research, 34(1), 122–140.
Mohsin, A., Ryan, C. (2003). Backpackers in the Northern Territory of Australiamotives, behavior and satisfaction. The International Journal of Tourism Research, 5,
113-131.
Moscardo, Gianna. (2006). Backpackers and Other Younger Travellers to the Great
Barrier Reef: An Exploration of Changes in Characteristics and Behaviours Over Time.
Tourism Recreation Research, 31, 29-37.
Scheyvens, Regina. (2002). Backpacker tourism and third world development. Annals of
Tourism Research, 29(1), 144–164.
Teo, P., Leong, S. (2006). A postcolonial analysis of backpacking. Annals of Tourism
Research, 33, 109-131.
Uriely, Natan. (2009). Deconstructing tourist typologies: the case of backpacking.
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International Journal of Culture, Tourism and Hospitality Research, 3, 306-312.
Uriely, N., Yonay, Y., Simchai, D. (2002). Backpacking experiences: a type and form
analysis. Annals of Tourism Research, 29(2), 519-37.
(2009). Tourism industry debates future of ‘backpacker’. Retrieved from
http://www.news.com.au/tourism-industry-debates-future-of-backpacker/story-01225705240971?from=public_rss
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