People and Places 3

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La Trobe University *

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00115M

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Geography

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Oct 30, 2023

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docx

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1. Introduction With the occurrence of the global Coronavirus epidemic, the world has seen a significant difference to date throughout every other facet. The global financial system, in a broad sense, and the tourism and hospitality business, in particular, have had several exceptionally tough and devastating years. Regardless of the reality, the epidemic has had disastrous effects across all business companies; the virus is also thought to push positive changes in certain aspects and create other possibilities for sustainable development (Azara & Foster, 2021). Given that almost any country is restarting its border lines and preparing for a fresh start, the travel and tourism industries are envisioned for brighter and better coming years in which more extraordinary relationships among destinations and individuals to be developed. In addition, visitors' lifestyles and tourism trends are shifting, with sustainable development anticipated to be one of the primary priorities (Lapointe, 2020). Following that, innovative and sustainable tourist expertise for Hurstbridge will be suggested, centred on the notion of uniqueness and residing like a native, along with examining the primary target market. Furthermore, Hurstbridge's opportunities and strengths will be explored and examined in this study, in addition to the disparity of the destination's product portfolio. 2. Destination background and opportunities 2.1 Destination background Hurstbridge is a thriving eco-friendly village situated at the finish point of a railway route, where the modern city catches up with the austere suburbs. This Shire of Nillumbik gem seems to be the ideal 45-minute escape from Melbourne" s CBD area, which can be accessed through public transportation such as bus or train. "First settled in 1842, Hurstbridge was known originally as Allwood, after the homestead was built there, but was renamed in 1924 after Henry Hurst, who built the first log bridge across the Diamond Creek", according to Hurstbridge Village (2020). Despite its small population, this remote community has a rich background of heritage and culture. It is also renowned because of its antiques and vintage items, artisanal goods, local food, department stores, its proximity to wineries, hiking paths, and, last but not least, exciting events such as the Farmers Fair and Wattle festival. Moreover, The Hurstbridge Heritage Trail, which consists of 30 sites of cultural importance and represents the first structured historic trail in Nillumbik, embraces and presents the village's historical background. In addition to this, each informational sign features vintage photographs(Melbourne Playgrounds, 2021).

2.2. Opportunities and Strengths Given every aspect of entertainment that Hurstbridge has to offer, the village is perceived to possess touristic and sustainable entertainment development possibilities, particularly with countless innovative leisure businesses, including eateries, cafes, distilleries, and specialty coffee. The Wattle Festival is among the most important local events that advertise the village's tourism which attracts visitors come to enjoy the festivals or stroll across the iconic Heritage route. Furthermore, Hurstbridge's accessibility to Melbourne's area and tourist advantages in instinctive assets such as food and wine, horses, and local culture make the town an ideal location for such a surge in travellers looking for a distinctive urban-industrial and authenticity experience (Melbourne's Yarra Valley and Dandenong Ranges, 2022) 3. Proposed Sustainable Visitor Experience 3.1 Cycling boom post-covid Because of the global epidemic, the trends and patterns have shifted significantly. Everything has transformed, most noticeably people's livelihoods and altered travel habits. In Australia, for example, the epidemic has resulted in a recent bike boom, with bicycle retailers struggling to maintain abreast with demands and substitute equipment increasingly scarce because more cyclists enter the movement (Mark, 2020). Riding bikes has always existed widespread in Australia as a recreational activity or an option for driving or taking public transportation. However, the outbreak has sparked renewed interest in the sport. Demand has indeed been spurred by bed-bound Australians searching for a substitute for public transportation during COVID shutdowns (Powell, 2021). "In Melbourne, a survey by the Bicycle Network conducted a count comparing the number of riders on key bike pathways across the city from November last year to April this year and showed a 270% increase," writes Mark (2020). Furthermore, many of the usual hurdles to cycling were overcome as a result of the pandemic's dramatic shifts - reduced congestion, improved facilities, the opportunity to improve confidence and skills in a safer setting, and the possibility to enjoy time with loved ones (Fuller et al., 2021). The pandemic was a memorable occurrence to which Australians remarkably responded by improving their wellbeing. Moreover, the considerable gains in bicycling were particularly noticeable amongst people who were inexperienced in riding. In addition, traffic jams for resuming employees higher than before COVID-19 as people forgo public transportation in favour of driving, increasing in allowing Aussies to ride bicycles for quick journeys is yielding considerable benefits for federal governments, local and state(Fuller et al., 2021).

3.2 Road Cycling from Melbourne CBD to Hurstbridge Many towns and regions experienced a drop in general traffic, with populations returning to pre- pandemic levels as the limitations were lifted. Cycling became a dependable and robust alternative throughout pandemics since it allowed for societal isolation and a reduced chance of infectiousness. It also combines added benefits such as spending time outdoors, remaining athletic and improving immune function(Francke, 2022). Focusing on the report about the cycling surge following the COVID outbreak and the prospects and all Hurstbridge has to offer, I suggest the Road Cycling event from Melbourne CBD to Hurstbridge as the town's new sustainable visitor experience. Specifically, the distance from the central business district (CBD) to Hurstbridge is approximately 40.7 kilometres through Darebin Creek Trail, which will take two hours and thirty minutes to travel, according to Google maps routing. The event will have four stops at Preston, Bundoora and Diamond Creek in the following order, so the cyclists can rest up along the way to enjoy the scenery. While taking the break, the team leader can briefly introduce Hurstbridge's background, events, and heritage attractions to promote the destination's awareness. By offering a unique experience with travellers, Hurstbridge will be able to attract more individuals and thus become more than simply a short tour attraction. Moreover, the event would be perfect for taking part in August and November annually when The Wattle Festival and Hurstbridge's Market take place. Consequently, visitors can experience the events and local culture after getting to the destination, which can increase the overall local goods consumption to boost Hurstbridge's revenue. Not only that, but by having cycling events, the town can also build bike shops so travellers can get there to replace or fix their bike parts after a long journey from Melbourne. By having bike shops, the town can tackle the need to create local businesses and jobs where businesses can thrive, residents and visitors can congregate, and people can live according to Nillumbik Economic Development Strategy 2020 -2030. Furthermore, bike tourism can provide intimate touch with a region's history, traditions and culture, enabling tourists to simultaneously experience and protect the landscape(Gazzola et al., 2018). Consequently, the event is in harmony with Nillumbik strengths as the most well- developed product is the arts and cultural offer(Nillumbik Shire Council,2015). Moreover, suitable for the place's product theme as sustainability and the environment and addressing the nature-based tourism experience gap of Hurstbridge." Of those surveyed, 58% are keen to travel domestically as soon as it is perceived as acceptable to do so. Half of these tourists will travel as soon as the government lifts domestic travel restrictions while others will make the call depending on when they feel it is safe (post restrictions being lifted). A third of tourists will wait for 12 months – while 15% claimed they will not be financially able to travel for at least 12 months. Generation X represented close to half of those who indicated they are unlikely to have the funds," according to Walters (2021). As a result, I believe the Road Cycling event would satisfy both mental and financial conditions as Australians are experiencing post-COVID-19. In addition, Hurstbridge can form a partnership with the Community Foundation of Australia to create heaps of opportunities for the town to recover and thrive.

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4. Key Target Market 4.1 Existing Target Market Following a study conducted by Tourism Research Australia(TRA) in 2019, the Dandenong Ranges and Yarra Valley are among the most widely known day journey locations near Melbourne CBD. Forty per cent of short-trip travellers are between the ages of twenty-two and twenty-five, while sixty percent of visitors staying overnight are mostly aged over forty-five years. The neighbouring town of Hurstbridge has statistics that are comparable in many ways. Moreover, families searching for genuine and unique trip experiences near their places and mid- life householders seeking to engage in adventures that give leisure or check items off their wish lists are among the types of visitors drawn to Hurstrbridge. Additionally, the top consumer categories of the town include influential interest groups, such as those interested in hiking, outdoors, food and wine bicycling, cultural events, and other such activities. According to the Nillumbik Destination Management Plan(2015), an additional target demographic that is important to mention is early adult people. 4.2 Potential Target Market With the newly proposed Cycling Event for the town, Hurstbridge must recognise the potential target audience and broaden the strategic approach for fresh and improved prospects. The municipality needs new prospective consumer demographics. Regarding geographical aspects, Hurstbridge would make an ideal holiday spot for urban residents or even other Melburnians due to its convenient position. Furthermore, city dwellers like the distinctive mood of rural places, where they can enjoy nature and be immersed in heritage in such a tranquil and pleasant setting that is difficult to attain in the CBD area. Given the ancient village's ecologically friendly ambience and rural locations, the town could be an ideal alternative for middle-income travellers, including study-abroad students. However, because of the bike boom post-epidemic, the main prospective target worth mentioning would be Victoria's bike owners. According to Mark, "in Melbourne, the Bicycle Network undertook a count comparing the number of riders on key bike pathways across the city from November last year to April this year and discovered a 270 percent increase" (2020). Because the gym and other facilities were closed down during COVID, Melburnians are looking for day trip getaways more than ever. Cycling tourism allows people to explore regions in a manner that links riders with the social and environmental component, resulting in overall physical and mental advantages that are the central purpose of the trip (Kersuli et al., 2020).

5. Conclusion The Cycling Event is offered as a new sustainable, long-term tourist experience offering for Hurstbridge. The idea revolves around the principles of distinctiveness and sustainability, which are capturing massive collective interest. The event has the potential to fill the vacuum within the town's tourist product offering and encourage travel, taking into account a variety of surrounding resources and environmental advantages that the town provides. Hurstbridge must adjust and deploy its post-COVID travel operations with unique possibilities and travellers' consumption patterns to achieve long-term sustainability. Genuine wanderlusts in general, and bike owners from Victoria in particular, are expected to become Valuable prospects engaging with the Cycling Event.