QUESTION
The declining popularity of Werribee Park
By Shameem Ali, Victoria University
SOLUTION
Werribee Park is a historical and cultural tourism site in the west of Melbourne. It comprises a
heritage-listed mansion, known as the Werribee Mansion, and rural outbuildings in a formal garden
setting. It is part of a precinct that includes the Werribee Open Range Zoo, the Victorian State Rose
Garden, the National Equestrian Centre, the Shadowfax Winery and the Sofitel Mansion Hotel and
Spa.
In a recent year, Werribee Park attracted 210 000 visitors, with an average weekly visitation of
approximately 4000 people. Over the peak summer months, entry to the Werribee Mansion has
declined by more than 40 per cent, compared to three or four years ago. There is no evidence that this
trend has been experienced by other enterprises within the precinct. The marketing manager suspects
that the decline in visitors may be caused by a number of different reasons, including the fallout from
the global financial crisis (GFC). He is aware that the GFC impacted on tourism generally, and
believes that some sectors were affected more than others.
Problems
During a recent year, monthly visitation data was significantly lower compared to the 2005–08
calendar years. Strategy plans are being developed for the coming years that may not be grounded in
the latest and appropriate tourism trends, tourist behaviours and current research information. Recent
program activity and event evaluation information will provide valuable information for future
strategy formulations.
Research conducted in a recent year by Ali, Garma and Kaye (
2009
• 55 per cent of locals surveyed (n = 583) had heard of Werribee Mansion, compared with 83 per
cent who had heard of Werribee Open Range Zoo
• 34 per cent of locals surveyed had heard of the Victorian State Rose Garden
58
) found that
• 30 per cent of locals surveyed indicated that they were likely to visit Werribee Open Range Zoo in
the next 12 months
• intentions to visit Werribee Park (13 per cent) and the State Rose Garden (10 per cent) were low.
GF75
But you can order it from our service and receive complete high-quality custom paper. Our service offers “Marketing” sample that was written by professional writer. If you like one, you have an opportunity to buy a similar paper. Any of the academic papers will be written from scratch, according to all customers’ specifications, expectations and highest standards.”
