Lifestyle Oriented Small Tourism [LOST] Firms in the Ferguson Valley, Western Australia Jack Carlsen, Curtin University Alison Morrison, University of Strathclyde

Preamble Small tourism firms in attractive tourism destinations are often generically described as ‘lifestyle’ oriented Term ‘lifestyle’ enterprises which may negative or positive connotations The owners of these firms have been variously referred to as ‘lifestyle migrants’ (Europe), ‘amenity migrants’ (North America) and ‘Sea or Tree Changers’ (Australia) Need to understand the lifestyle motives of these firms and their role in regional tourism

Approach Premised on the assumption that lifestyle is a socially constructed phenomenon (Russell and Faulkner 2001) Creates a degree of complexity in motivations, meanings and values that sets it apart from other business models Connection between LOST firms and destination promotion to lifestyle-seeking consumer groups Lifestyle and business dimensions of small tourism firms in the Ferguson Valley, Western Australia were explored A preliminary systemic model of LOST firms was developed and will be validated through further interviews and case studies

Oriented Small tourism Location/ Sector Family/ Familiarity Jeff soon found willing partners in the Stacey and Hewitt families and they set about planning the vineyard with the aim of producing top quality wines. Longtime mates from university days, the partners passion for good red wine was becoming too expensive to service with the only answer to make their own,….Stupid us! Our only justification now is "quality of life"… "the pleasure of producing something worth its weight in gold" knowing that it also costs as much. There are now nine operating cellar doors, all within a radius of 20km of the valley, and at only two hours drive south of the capital Perth, it makes a reasonable day trip. But why stay for just one day - there is a growing selection of quality accommodation options as well. From cosy B & Bs, family farmstays to adults only retreats. One hundred years ago, the Giumelli family arrived in Western Australia from Northern Italy to discover the enviable climate and lush surrounds of Ferguson Valley... Today the rich soils are home to the six hectare vineyard the family panted (sic) in 1983 Our winery is situated in the heart of the Ferguson valley. The outlook is of great scenic beauty and by the magic of alchemy, our land and the sun, our wines are the authentic reflection of this outstanding environment. Our new restaurant and barrel store provides the Ferguson Valley with a top quality tasting and eating experience. Technology/ Transport The Ferguson Valley is a fantastic place to live and work, and with a quickly growing reputation as a destination for winers and diners, it is best to plan a visit before the secret is out. Lifestyle Oriented Small tourism firms Personal/ Experiential Temporal/ Spatial Financial/ Business goals

Summary Apparent that there are multiple motivations and dimensions of LOST firms in the Ferguson Valley Qualitative research and narrative is a useful means of identifying and describing these dimensions LOST firms are numerically important in destinations that offer attractive lifestyle and location for visitors and business migrants LOST firm establishment is a dynamic phenomenon with implications for many tourism destination Questions/comments?