Comparative analysis of the relationship between transport and tourism
This assignment requires each student to write an individual report based around a case study that demonstrates the relationship between transport and tourism through an in-depth comparative analysis of the Opal card versus Hop on Hop off services for bus and ferry. The analysis and evaluation should consider the following elements:-
a) A detailed comparison of the strengths and weaknesses of both products, service levels and the overall experiences from the tourist's viewpoint. b) An evaluation of how both products are currently integrated into Sydney's transport and tourism systems. c) Recommendations to improve the existing products, service levels and the overall visitor experience and to better integrate them into Sydney's transport and tourism systems. d) Evidence of the application of relevant tourism and transport management theories and concepts to the case study, drawing on appropriate supporting examples, and discussing any implications and issues arising.
The report should include the following:
• A Title Page with your name and student number, the subject code and title, the name of the lecturer/tutor, and the title of the assessment; • An Executive Summary which includes the main findings and recommendations of the report; • A Table of Contents with section numbers, section titles/headings and page numbers; • A brief Introduction that provides an overview of the Opal Card and Hop on Hop off services for bus and ferry in Sydney as well as the contents of the report; • The Main Body of the report in sections, which should include the following elements: O A detailed comparison of the strengths and weaknesses of both products, service levels and the overall experiences from the tourist's viewpoint. O An evaluation of how both products are currently integrated into Sydney's transport and tourism systems, linked to tourism and transport management theories and concepts.
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THT2105 Tourism and Transport
• A Conclusion, which summarises the key findings and briefly discusses any recommendations and implications arising from the analysis; • A Reference List and in-text referencing in APA Referencing Style with a minimum of six (6) academic journal articles, texts (e.g. the prescribed text), government sources and relevant media sources (e.g. newspaper articles, trade publications) to support your discussion; and • Any relevant Appendices (e.g. maps, illustrations, statistics).
The report should be based on research evidence rather than personal opinion. Use relevant examples to strengthen your analysis and to support your arguments.
This report is commissioned to provide in-depth analysis of the relationship between the transport and tourism by considering the services of bus and ferry offered by Opal Card and Hop on Hop in Sydney. From the study, it was found that e-ticketing plays a comprehensive role in Sydney’s tourism and transport system. These systems are developed to deal with Sydney’s complex network of trains, buses, light trains, ferries and rails through unique fare structure. The Opal card is presently utilized for almost 75% of the total journey taken every day on public transport within the greater Sydney area which sums up a huge 40,000 square kilometer of the state. This study also stated certain recommendations like Opal cards or Hip-on Hip-off must offer discounts for return trips in order to enhance the usage of these services. It is beneficial to permit the travelers to have a breakable trip in order to enhance the experience of the travelers. Both Opal card and Hip-on hip-off must allow 24-hour ticket validity so that it can be convenient if someone is traveling late at night and expecting to return early in the morning.
The Opal card is nothing but the smartcard tickets which are kept, reloaded and reused by the travelers or visitors in order to pay for travel mainly on public transport. The travelers only need to add value in their Opal card and then tap on and tap off so as to pay their fares on buses, light rails, ferries, and trains anywhere within the Opal network. The Opal cards along with lowest single fares offer various benefits, especially for its regular travelers (Kos-Łabędowicz, 2014, October). Conversely, Hop-on Hop-off provides various modes of bus and ferry services within the Sydney. Hop-on Hop-off tour is one of the most convenient tours service for exploring the beautiful sights and climate of Sydney. It allows their travelers to Hop-on the bus and makes their way to the open rooftop seating area. If the travelers want to explore, they can make their way back down to the door. This report will also exhibit an in-depth comparison of the strengths and weaknesses of both the products, how these products are presently incorporated into Sydney’s transport and tourism systems and some recommendations for enhancing the prevailing products and services for improving the visitor’s experience along with better integrating the transport and tourism system of Sydney (Sankarananrayanan, & Hamilton, 2014, May).
Assessment of the strengths and weaknesses of Opal Card and Hop-on Hop-off:
The strengths are stated below:
In order to sustain the reputation of Sydney as a modern and smart city, the government is dedicated to enhancing the tourism sector and transportation mobility by extensive investment on its public transport. For the said purpose, the government has launched e-ticketing systems like Opal Card, Hip-on Hip-off, etc which facilitates hassle-free transportation of the travelers. These systems are developed to deal with Sydney’s complex network of trains, buses, light trains, ferries and rails through unique fare structure ("Sydney – Opal Card Unifying Transit", 2018).
The Opal card is presently utilized for almost 75% of the total journey taken every day on public transport within the greater Sydney area which sums up a huge 40,000 square kilometer of the state. Moreover, Sydney is only the main city within Australia which is not possessed with an “Integrated” fare structure. But developers of Opal cared and Hip-on Hip-off is endeavoring to strengthen the entire fare and transportation structure for the ease and convenience of the commuters in Sydney. These e-ticketing systems are also enabling the travelers within the Sydney to choose the fastest mode of transportation to reach their destinations ("Sydney – Opal Card Unifying Transit", 2018).
Some of the major recommendations for enhancing the efficiency of these e-ticketing systems are stated below:
Application of the relevant theories and concept of tourism and transport management on Opal card and Hip-on Hip-off:
The most appropriate tourism and transport concept in context to the Opal card and Hip-on Hip-off is the Tourism Area Lifecycle (TALC) model. This particular model refers to the model in which a destination begins as a relatively unknown and visitors initially comes in a limited number due to the limitations of access, local knowledge, facilities, etc which are considered as Exploration. This model comprises of five different stages known as Exploration, involvement, development, consolidation and stagnation. As there are ample scopes of development within the prevailing services of these e-ticketing systems as mentioned above, the developer of Opal Card and Hip-on Hip-off services must undertake this model in order to develop and offer best services to the travelers within the Sydney. After considering the different stages of the TALC model, the developer can effectively develop the services which can suit the traveler the best in terms of prices and benefits.