Accreditation of Queensland Visitor Information Centres: A consumer-based perspective

Abstract

Visitor Information Centres (VICs) in Queensland play an important role in the rourism equation, particularly from a regional perspective, although their influence on the flow and distribution of visitors tos and within queensland and their impact on subsequent travel and expenditure in the region have been unclear. This study was therefore undertaken to provide an exploratory insight into these influences from a Queensland perspective, and to provide a consumer-based perspective on Queensland’s VIC Accreditation Program.

Broadly speaking, the study found that the VICs surveyed do generate a modest, net increase in visitor nights and expenditure in their regions. Their influence in the trip-planning process prior to leaving for the trip appears to be minimal; however, once in the region VICs play an important and influential role in assisting visitors to decide what to see and do. Visitors were highly satisfied with the products and service provided by the VICs used in the study.