Health, Wellness and Tourism: healthy tourists, healthy business ...

Behavioural Control:
Workload
Lack of
resources
Support from
management
Job security
Source: Tourism Australia, 2009b
Will not meet targets
Hard to fit around projects
Unable to take when it suits
Lack of money
Partner’s availability
Children’s availability
Time taken planning
As can be seen, most of the salient beliefs regarding the barriers are in the ‘behavioural
control’ area, which responds directly with organisational culture. If these outweigh the
reasons for taking leave, the intention NOT to act is formed, consequently there is no action
taken. In order to shift this, Tourism Australia has adopted a strategy aimed at the demand
side of the tourism system (ie the ‘push’ factors). Their stated strategy is to ‘raise the
awareness’ of employers and employees, but they are doing more than this – they are working
to change the salient beliefs of those not taking holidays.
However, Tourism Australia has not looked at those who DO take leave, which would
provide a more holistic perspective and provide data that can be used in the Theory of
Planned Behaviour. By getting both sides and then ascertaining the strength of these beliefs in
the targe group (leave stockpilers) and range of consistent messages can be developed.
‘Strength’ does not relate to how many people believe something, but how much that belief
influence’s one’s decision to act. By ascertaining what are the strongest drivers and inhibitors,
much of the subjectivity of such research can be removed. While this may still produce a
similar outcome to what has been done, this approach would provide a more rigorous result.
Conclusion
The following comment from Beeton and Pinge some years ago remains true: “We need to
take holidays in order to refresh and recharge, otherwise our governments may well face
expensive community health issues in the future” (Beeton and Pinge, 2003: 320).
Tourism Australia’s strategy in relation to employers is to raise awareness of the issue, recruit
employers to the project and then assist them to create a positive leave culture. In terms of
employees, Tourism Australia aims to raise their awareness and communicate the benefits of
taking leave while encouraging them to book a domestic holiday. By analysing Tourism
Australia’s approach via the Theory of Planned Behaviour, we can see its potential for
success, as well as identify some areas that need to be watched carefully, such as the actual
influence the persuasive communications generate. Data is yet to be analysed and published
by Tourism Australia regarding this outcome.
This case demonstrates an innovative, integrated and inclusive approach to the issue of
accrued leave from the business, community and tourism perspectives that could be further
enhanced using the Theory of Planned Behaviour.