This exploratory study examines the views of taxi drivers towards government
policy objectives concerning the taxi industry in the broader tourism context.
The research evaluates attempts by the government of the State of Victoria,
Australia to strengthen the link between taxis and tourism and to enhance the
level of service quality provided to tourists by the taxi industry. It then
assesses whether these attempts were consistent with the views and attitudes of
taxi drivers themselves, and evaluates the responses of groups of respondents on
the basis of demographics. The 300 respondents were generally supportive of the
objective of strengthening the taxi driver’s role in projecting a
positive destination image to taxi users. They endorsed the introduction of
customer service training and, in particular, the ‘knowledge of
Melbourne’ test. The researchers concluded that respondents have a
poor understanding of what the government has described as
‘world-class service’ and suggest that the communication of
this objective has been inadequate. Despite the government’s
enthusiasm for tourist information dissemination, it was found that few taxis
currently display the relevant printed material. A new state government has been
elected to power and has confirmed its ongoing commitment to developing the taxi
and tourism relationship, although some modification of policies formulated
under the previous administration may be anticipated.
‘Taxi Driver Certificate Training Course Outline’
(1997)
Barton Institute of TAFE, Melbourne, Australia
.
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(1991)
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and
Caplan, N.
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(1989)
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.
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.
