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The search for labour flexibility has assumed great importance in most developed countries and has been the catalyst for the deregulation which has occurred, and continues to occur, in the Australian labour market. However, despite this, the question remains whether deregulation of the labour market in Australia is necessary for the attainment of flexibility since the empirical evidence is inconclusive. Industry representatives from the hospitality sector argue that a high degree of labour flexibility is a vital component in being able to meet market demands and achieve a competitive environment. Using data from a study of 435 registered clubs in the Australian state of NSW, areas of labour flexibility which these hospitality enterprises value are examined. Managers’ perceptions of the impact of awards and trade unions on the ability of the enterprises to achieve labour flexibility in a variety of areas are also examined. It was found that while there was a perception by managers that awards and trade unions did have a moderate to low impact or restriction on labour flexibility, the impact was not perceived to be as great as the proponents of deregulation would suggest. It is argued that registered clubs are choosing not to enter into formal enterprise bargaining because of this perceived low/moderate level of award and trade union impact on labour flexibility.

The purpose of this paper was to examine the direct economic and social benefits accruing from the Birdsville Races. The paper also explores how strategic place marketing has been used to shape the image of the destination, and how this has provided a boost to tourism visitation to periods outside of the event.

This study was based around a textual analysis of online discourse, interviews with local residents and business owners and a survey of visitors.

The data indicate that the Races make a solid contribution to the local, regional and state economy; however the local economic benefits are relatively limited due to the high level of leakages. It is also clear that the Races provide important social benefits by generating a strong sense of history, togetherness and engagement among the local community. Another important benefit is the national and international exposure the event receives, enabling the generation of additional economic benefits.

The practical implications of this study are that regardless of its size and/or location, the staging of a high-quality event or festival can help a destination to market itself effectively, both nationally and internationally. This exposure will generate additional benefits to the destination, region, state and nation. A successful event can also enable a destination attract substantial government funding that can further enhance the event experience.

This paper illustrates that an event hosted in a very remote destination in outback Australia can provide direct benefits as well as indirect benefits. Place marketing can also allow the generation of an “iconic” image for a destination.