Victims, hooligans and cash-cows: media representations of the international backpacker in Australia

Australian government tourism policy has actively targeted the international backpacker market since 1994. However little is understood of the unique host/guest dynamic which occurs when long-staying, predominantly youthful visitors seek to 'merge' with rather than merely visit resident communities. This study seeks to further understand this relationship by examining the framing of international backpackers in the Australian print media from 1990 to 2005. Using a content analysis approach, we find that media interest in backpackers in part reflects government representations of the segment as economically beneficial to Australia, particularly for regional destinations. In addition, the media emulates the concerns of government and the tourism industry over fluctuating backpacker arrivals in the country and related investment potential. However, Australia's print media depicts backpackers more commonly as victims of crime or accidental death, of engaging in reckless or criminal activities and of being in direct conflict with the host community over the use of shared residential amenities. These findings suggest tourism planning must consider the diverse social and environmental impacts of this segment on the host community and that more analysis is needed to determine the effect of Australia's reputation as a safe destination for travellers on future market trends. (c) 2006 Elsevier Ltd. All rights reserved.