Feature

Issue No. 6 - July/September 2002

Kangaroo Island Tourism Intelligence System

Tourism industry operators on Kangaroo Island enjoy the benefits of a unique market intelligence program, the Tourism Optimisation Management Model (TOMM). This community-based monitoring initiative tracks the long-term health of the tourism industry and therefore Kangaroo Island itself.

TOMM was set up in 1996, in response to a dramatic rise in visitors flowing from a new fast ferry service. From the outset the innovative process aimed to monitor the health of tourism on the Island quantitatively and qualitatively and communicate its findings to community and management agencies.

Market Equity, a firm of specialist consultants in marketing research, planning and strategy, is the engine room of TOMM. Market Equity has been involved with the project from the start, surveying residents and visitors to KI and collecting more than 2,000 responses.

“TOMM does not concentrate on impacts. It is not about setting limits, maximum levels or carrying capacities. TO...

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