Case Study Report Bilabong Sanctuary

TO5104: Tourism Management Strategies
Assignment 2: Case Study
Due date: 13/12/2010

BILLABONG SANCTUARY

Table of content:

Presentation: 3
Key issue: 4
Solutions: 5
- Billabong Sanctuary’s solutions: 5
- Our propositions: 6
 Pre-departure management: 6
 On-site Management: 6
 Infrastructure: 7
References: 9

Presentation:

Billabong Sanctuary is a private animal park established in 1983 by Bob Flemming. It is located at 17 kilometres South of Townsville. Billabong is an aboriginal word which is the name for a permanent water hole in the outback. The sanctuary has this name because of the pond located in the middle of the park that is a haven for many birds. The park is dedicated to education about conservation of wildlife. Its vision is “Through sustainable best business practices which result in a net benefit for the social, economic, natural and cultural environments of the greater Townsville, our company's reputation in the wider community is enhanced”.
The zoo provides feeding shows, animal handling and talks to visitors throughout the day. They also participate in conservation programs with endangered animal reproduction like estuarine crocodiles, cassowaries, wombats, etc…
Billabong Sanctuary has won several awards including the North Queensland Ecotourism Award. It is as well, a centre for functions and events.
Half the visitors of Billabong are foreigners with a majority of Germans and 25% of the visitors are domestic and the other 25% are locals. Due to this diversity of visitors they have implemented successful infrastructure strategies to meet the expectation of every type of visitors. For example, according to Vince the ranger, German tourists want to go around the park quick, ask a lot of questions, are quite demanding and do not have a lot of time. Whereas Americans, on the other hand, are more relax and casual, they like to take their time to walk around. In order to meet German expectations the park has a... [continues]

Read full essay