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Tourists and taxis: An examination of the tourism transport interface

School of Hospitality, Tourism and Marketing at Victoria University, Melbourne, Australia, Robert.Waryszak{at}vu.edu.au

Brian King

School of Hospitality, Tourism and Marketing at Victoria University

This exploratory study examines the views of taxi drivers towards government policy objectives concerning the taxi industry in the broader tourism context. The research evaluates attempts by the government of the State of Victoria, Australia to strengthen the link between taxis and tourism and to enhance the level of service quality provided to tourists by the taxi industry. It then assesses whether these attempts were consistent with the views and attitudes of taxi drivers themselves, and evaluates the responses of groups of respondents on the basis of demographics. The 300 respondents were generally supportive of the objective of strengthening the taxi driver’s role in projecting a positive destination image to taxi users. They endorsed the introduction of customer service training and, in particular, the ‘knowledge of Melbourne’ test. The researchers concluded that respondents have a poor understanding of what the government has described as ‘world-class service’ and suggest that the communication of this objective has been inadequate. Despite the government’s enthusiasm for tourist information dissemination, it was found that few taxis currently display the relevant printed material. A new state government has been elected to power and has confirmed its ongoing commitment to developing the taxi and tourism relationship, although some modification of policies formulated under the previous administration may be anticipated.

Key Words: taxi drivers • attitudes • tourism industry

Journal of Vacation Marketing, Vol. 6, No. 4, 318-328 (2000)
DOI: 10.1177/135676670000600403


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