Understanding Values

The Vision should be accompanied by a statement of principles or values that set out the overall direction of the plan. In general, these principles adopt sustainable tourism as the key focus and then define its meaning in the context of that community.

These values are somewhat generic and can be used as a starting point for discussion. Yet not all values are applicable in all destinations. It is necessary to further define the local approach to tourism based on careful consideration of local priorities, available resources and expertise and the capacity of the local industry.

See the following examples:

Noosa: Sustainable tourism means:

1. meeting the needs of the local community
2. Attracting appropriate visitors and satisfying their demands
3. Safeguarding Noosa’s resource base – the environment, economic and social assets of the community.

Tourism Noosa’s guiding principles are:

1. Consultation, openness and inclusivity for a shared vision
2. Destination management approach
3. Commitment to emerging best practice in sustainable tourism

South Australia: The principles of sustainable tourism are defined as(viii):

1. Being different
2. Achieving authenticity
3. Reflecting community Values
4. Understanding and targeting the market
5. Enhancing experience
6. Adding value
7. Respecting natural and cultural values
8. Achieving conservation outcomes
9. Having ‘good’ content
10. Achieving excellence and innovation in design
11. Providing mutual benefits to visitors and hosts
12. Building local capacity

Kangaroo Island: The tourism values that underpin the Kangaroo Island Vision are:

1. Genuine and personal experience
2. Freedom to choose
3. Outstanding quality experiences
4. Enduring and adaptable places and people.

(viii) South Australian Tourism Commission (2002). Sustainable Tourism Development in Regional South Australia: Discussion Paper. Adelaide, South Australian Tourism Commission.