MEETING THE NEEDS OF TOURISTS: THE ROLE AND FUNCTION OF AUSTRALIAN VISITOR INFORMATION CENTERS

Visitor information centers are primarily responsible for promoting local tourism products and services; and consequently, have direct impacts upon the economic, social, and recreational well-being of the region in which they are located. Research highlights the importance of tailoring center facilities and services to meet the needs and interests of the traveling public, yet there are few studies specifically designed to pinpoint visitors' information requirements. This study was conducted during the mid-year school holidays and explores tourists' use and perceptions of 18 Australian visitor information centers in Queensland, Victoria, Western Australia, and Northern Territory. It uses Pearce's (2004) Four Plus model to explore the functions of centers, identifies features that tourists regard as important, and provides an insight into the information needs and travel planning practices of those who use visitor information centers.