Strategic Management Plan: Cape Naturaliste Lighthouse Precinct
Below is an extract from the strategic management plan for the Cape Naturaliste Lighthouse Precinct in Dunsborough, Western Australia.
For further reading, the complete report can be downloaded below.
Executive Summary
Geographe Bay has been described as an ‘underutilized’ asset of the South West region of Western Australia. The Cape Naturaliste Lighthouse Precinct (CNLP) is a clear example of Butler’s (1980) model of a declining tourism destination, with the potential to rejuvenate and reposition itself as a thriving tourism destination.
The purpose of this study is to facilitate the improvement of tourism standards at CNLP. An inductive approach to understanding visitors’ perception of the CNLP, through the design and administration of a survey questionnaire, was done as a means of collecting empirical data. The findings point toward a need for improved visitor service facilities. The asbestos issue is the most pressing agenda within the area, due to its expensive removal costs, health risk and the fact that no further development can proceed at the site until the asbestos is removed. This would result in a more aesthetic and attractive environment.
A range of tourist attractions is recommended for this destination, which includes developing a whale watching site, new visitor service centre, team room or café restaurant, improved walk trails in the precinct, as well as to protect the cultural heritage and ecological environment. The result is the creation of a strategic marketing and funding management plan, which identifies the strength of the site, locates its weaknesses, mitigates its threats through exposing opportunities that offers a range of tourist attractions.
It is hoped that adopting this strategic management plan, with participation through public-private partnerships, will provide a total recreation experience, which will attract and sustain this site as a premium destination.
+ view the report (pdf format)
Project team:
Ana Visic
Simon Teoh
Sarah McIntyre
Marc Wilkinson
