Yarra Valley Essay Example

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Yarra Valley

Yarra Valley


Yarra valley is a tourist destination that is located in Victoria, Australia. It is composed of a naturally secluded valley that provides an attractive position for watching birds. The valley has a sanctuary wildlife park that hosts native species of birds and animals. A lot of grape is also present at the site which is used for making wine that can be tasted by the tourists (Yarra valley, 2014). This tourist attraction destination is suitable for those who are seeking adventure. The destination was selected due to the different activities that are usually performed at the valley and its competitiveness in Victoria in terms of attracting tourists. The valley is exiting for the individuals, or families that intend to spend some time out in the open. The paper is thus an evaluation of Yarra Valley in terms of Model of destination competitiveness.

Yarra Valley

Yarra valley, Source <http://www.visitvictoria.com/Regions/Yarra-Valley-and-Dandenong-Ranges/Destinations/Yarra-Valley>.


Core resources


Attractive Ranking (%)

Healesville sanctuary

Tarrawarra museum of art

Secluded natural valley

Flora and Fauna

Attractiveness of the climate to tourists

Yarra Valley 1

Tarrawarra Museum art, Source <http://www.visitvictoria.com/Regions/Yarra-Valley-and-Dandenong-Ranges/Destinations/Yarra-Valley>.

The core natural resources play an essential role in terms of providing an adventure of the tourists who visit the destination (Morrison, 2013). It provides them with opportunity to view the birds and animals that is found in at the park. On the other hand it is also important to note that the core resources are important in providing the tourists with a new experience. The secluded natural; valley provides the best experience for the tourists and it is also the main attraction site in terms of the core resources. Healesville sanctuary provides the tourists with an opportunity to watch waking Koalas and peek at a Joey in kangaroo pouch. The core natural resources are thus useful in ensuring that the tourist are able to enjoy the unique resources that cannot be found in the other areas.

Yarra Valley 2

Birds, Source <http://www.visitvictoria.com/Regions/Yarra-Valley-and-Dandenong-Ranges/Destinations/Yarra-Valley>.

Role of supporting and facilitating resources at the destination


Attractiveness ranking (%)


Food and wine


Outdoor activities

Accessibility to natural resources



Recreational facilities

Yarra Valley 3

Food and cuisine, Source <http://www.visitvictoria.com/Regions/Yarra-Valley-and-Dandenong-Ranges/Destinations/Yarra-Valley>.

The support activities play an important role in terms of ensuring that the tourists can enjoy their stay at the destination (Knopf, 2014). On the other hand, it is also important to note that the supporting activities ensure that the tourists can be comfortable while enjoying the core resources. The food and winey is the most attractive supporting activity at the valley. This is due to the different variety of grapes and different grape making processes. On the other hand, the nightlife is also good due to the entertainment facilities at the park. On the other hand, it is also important to note that the outdoor activities are quite exiting and they play an important role in ensuring that the visitors are entertained during their visits at the facility. The supporting activities are also useful in terms of enabling the tourists to aces the different natural sites. Yarra valley has a network of local roads that enables the tourists to visit different parts of the park. In terms of accommodation, self contained cottage, winery retreat and five star luxury rooms are available.

Role of Qualifying and Amplifying Determinants at the destination


Rating (%)

Hospitality towards the tourists

Links with major markets

Accessibility of destination

Reflection of the tourist values

Reflection of the values of stakeholders

Extend of foreign investment

Overall destination image

International awareness of the destination

The amplifying and quantifying determinants of the destination plays an essential role in terms of determining its popularity and ability of the tourists to visit the site (Hudson, 2013). It also determines the extent at which the tourist site is popular with the tourists. The destination has a high hospitality rates towards the customers and hence its attractiveness to the tourists. Its public image is also good and this has impacted positively on the competitiveness of the destination. The destination is accessible to the tourists although the extent of foreign investment is low. On the other hand, it is also important to note that international level of awareness of the destination is still low. The destination is however quite popular with the local tourists.


In conclusion, it is evident that Yarra Valley tourist destination site has a high potential. This is due to the number of attraction sites that it has. The core resources are quite competitive in terms of attracting the customers. On the other hand, it is evident that the destination has a number of supporting facilities which enhances the experience of the customers. The destination is also attractive and competitive due to the qualifying and amplifying determinants. Yarra valley should however improve on its ability to attract the international customers in order to increase on its number of tourists. This will also play an essential role in ensuring that it is more competitive. Destination management measures should also be put in place in order to enhance the core and facilitating resources.


Yarra valley, 2014, Yarra valley and dandenong ranges, Retrieved on 22 August 2014 from, Source <http://www.visitvictoria.com/Regions/Yarra-Valley-and-Dandenong-Ranges/Destinations/Yarra-Valley>.

Morrison, A, 2013, Destination Management and Destination Marketing: The Platform for Excellence in Tourism Destinations, Tourism Tribune, 28(1), 6-9.

Knopf, R, 2014, Tourism Visioning: Implementing a Primary Stakeholder Approach, Tourism Review International, 17(4), 267-282.

Hudson, S, 2013, Knowledge exchange: A destination perspective, Journal of Destination Marketing & Management, 2(3), 129-131.