Visitor Behavior: Tourism Strategy and Event Organization in Sydney

This report discusses the tourism industry in Sydney, strategies to improve tourism, and the organization of an event to attract tourists. It also includes long-term and short-term recommendations, promotional techniques, and theories of tourism.

[Visitor Behaviour]
2019

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Executive Summary
This report is summarizing about the tourism industry of Sydney, the techniques and
method which they use to improve the tourism is explained in detail in this report. A case file
of Sydney is described in the report in which the concern is discussed which is related to
improve tourism of Sydney which was affected adversely in winters due to less number of
tourists visit. For improving it new idea is provided by organizing event for the same. This
case study is done by considering a travel agency, these events are managed and organized by
implementing innovative ideas to attract tourist towards Sydney, also the long term and short
term goals are discussed.

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Table of Contents
Introduction......................................................................................................................................3
Tourism Industry.............................................................................................................................3
Case Study.......................................................................................................................................3
Event Organization..........................................................................................................................4
Long-term and short Term Recommendations................................................................................5
Promotional techniques:..................................................................................................................6
Theories of Tourism........................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
In this assignment the study is conducted on tourism strategy of Sydney, as due to
decrease in the number of tourists which is affecting economy of Sydney and industries of the
city including hotels, restaurants, retailers of city and other businessmen as well. In this project
by covering the strategies, theories which are introduced by the tourism companies related to
management principles a promotional event is announced and the main promotion of this event is
to increase number of tourist and crowd in Sydney so that all the industries going through
challenges they over come from the situation.
Tourism Industry
An act of touring and travelling is known as tourism and the industry which maintains the
all services including hospitality, their arrival and departure etc. is known as tourism industry.
Tourism is an act which connects not only people but also connects religion, culture and
business. For every country tourism plays a vital role in development and growth of economy.
Tourism industry has a vast source of developing revenue because it is not bounded with any
nation boundaries. Revenue of the business connected with the tourism industry . If tourism of
any country is decreasing than it will effect on its economy. The businesses which are aligned
with the industry will also get affect. However tourism helps two nations in their relations, it also
increase the chance of investment in market of country by other multination brands.
Case Study
Introduction: During the season of winter it was observed number of tourists were less
compare to other season due to which industries over there for example hospitality industry food
industry, retailers etc. they were getting affected by unexpected visit of tourist and that was very
less as per the data of annual visit of tourist in Sydney. A travel agency named with Destination
NSW its statistics examined that the number of tourists decreased in the winter suddenly which
not only affect their business but also other industries start facing issues with the financial and
other expenditures. So they decided to organize an event in the winter season to attract tourists

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and to recover the loss. By considering the theories and studies provided by the experts
according to their researches in management and hospitality an event is planned for improving
the tourism of Sydney. The case study will include the promotional plan for the event; long term
and short term planning for the tourism of Sydney are also discussed.
Event Organization
Tourism Agency Destination NSW proposed a plan to organize an event in such way that no
such event organized before and it would be in the way that it will help Sydney to get recover
from the loss and the targets which were not met get complete till the end of the season so that
agency can work upon their schedule for new season. According to season Australia is well
known for its summer season, people from different nations visits Australia in summer season.
But as per the situation due to winters the number in tourists decreases which is affecting the
economy of Sydney and the people who love to travel they know very well about the Sydney that
it is the most beautiful city of Australia and it is a coastal region surrounded with the ocean in
east while in the west the city is surrounded with the beautiful blue mountains, Sydney is also
covered with the Hawkesbury river in the north region. From month of June it is season of
winters in Sydney, where the average temperature varies from 18.6 degree Celsius to 25.8 degree
Celsius. In winters when the days are short two events can be organized in days as well as in
nights. Sydney is famous for its buildings and for its culture in linguistic, artistic, ethnic, and
communities related with the religion. So considering all of these factors some events can be
organized which are described below with their center of attraction. There are two categories in
which the events can be classified which are (Curtis, 2010):
i. Arts and Entertainment
ii. Festivals
Arts and Entertainment: Sydney has a dynamic culture and well known for its music and
performance of arts which earned good position on international scale. Sydney is famous for the
orchestra company which is maintained by the Sydney Opera House. The event can be organized
in the opera house and presentation can be provided by the orchestra and other famous artists
who earned their name by their performance. The center of attraction in this event will be those
worlds famous dignities who earned their fame and win heart of million people by their

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magnificent performance. The theatres of Sydney which are still working and with the amazing
and fine art of their acting they are globally famous. So tourism department of Sydney can
organize some performance which depicts the history of Sydney, and its culture. Along with that
in night the buildings which are famous for their night shows by lightning can summon anyone
towards them some of them are Sydney opera house, Harbor bridge of Sydney, Art gallery of
New South Wales. In winter Sydney is very attractive for those who are much interested in the
wild life and marine world. As in the winters thousands of humpback whales migrate to Sydney
these whales are rare to observe in coastal regions they usually found in the deep ocean or seas.
These whales are famous for their pectoral fins and knobby head, along with it the sound which
is produced by male whale which is up to 20 minutes, famous among the marine lovers
(Goeldner, 2016).
Festivals: Festivals of Sydney are world famous as they are organized according to the
season and months. If it is about Winters than some of the festivals which reflect the unique
identity in the world are Vivid Sydney, Harbor life, Sydney festival, Australia day etc. Vivid
Sydney is the annual festival which is organized between May to June so in these festivals new
things which can be implemented are by organizing activities which are especially for the
visitors included with the distinct and attractive prizes or discounts in the services because in
travelling the only thing a tourists have in mind is to enjoy but within their budget (Haeusler,
2014).
Long-term and short Term Recommendations
Agency has to work on two following parameters which will create an impact on the
tourism system of Sydney which are long term and short term recommendations, where the long
term recommendations will explains impact on the tourism of complete remaining season while
short term will help to overcome from the current situation.
Long term Recommendations: The festivals of the Sydney and all the activities which are
performed in them they will work as long term recommendation for city as these are decided as
per the seasons so people will get to know about them and they will move to Sydney in these
seasons for the travelling and enjoyment, once people around the globe get understand the
manual of these festivals than in every season people will travel and they will prefer the Sydney
(D'Amore, 2019).

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Short term Recommendation: For short term as according to the case the tourism is
decreased to improve that other entertainment can be implemented live shows of multiples home
and international artists and also can extend the time period of the festivals so that people can
come and enjoy over there for complete season (Memon, Chen, Majid, Lv, Hussain, & Chen,
(2015).
Promotional techniques:
Agency Destination NSW has to be much concerned about the promotion of the event which
they are going to arrange because more the promotion of event more it will reach to people than
only tourists will get to know about event. Promotion for any activity for any business is most
important part behind its successful implementation there are several ways and techniques are
introduced with the time for promoting anything once there were limited sources and their reach
was also limited but now days it’s expanded and can be done around the globe. Some of the
ways for promotions are described below (Feng, & Tseng, 2019).
Ambassadors for Promotion: In this technique the famous personalities who are known
globally for their specific skills like actors, sportsperson, singers, theatre artists etc. a
collaboration can be formed with them these will attract the people and make them believe about
the event and force them to visit Sydney.
By creating video: Videos can be prepared about the infrastructure, culture, and previous
festivals in creative way. That video can be upload to various websites like YouTube, making it
viral more the view more the reach of the video it will impact an impression on the tourist that
also helps to attract people (Losada, & Mota, 2019).
Social Websites: Now day’s social websites are the fastest means of communication or
spreading of any information. A page can be created about the event where all the details about
each and every activity can mention about the location, climatic condition, guest and special
appearance etc. which will target to those specific audiences who are lovers of travelling (Tadic,
Ratkic, & Suput, 2019)..
Promotional Offers: By collaborating with the travel companies, hotels, restaurants
promotional offers can be introduced in which attractive packages, special benefits which

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tourists may get they should be mentioned. Those offers provided to people who loves to travel
international, that data can be track by the management community of the Sydney. Discounts and
promotions attract people for any service because it helps them to manage them according to
their budget (Flew, 2019).
Theories of Tourism
There are various theories which are provided by the experts for improving tourism, in
these theories the description is provided about the reasons behind decrease in tourism, type of
tourists. In this section the theory which is studied is Stanley Plog’s Theory.
Stanley Plog’s Theory: According to this theory the tourism for any country is totally depend
upon the type of the tourist. These are classified in three categories which are mentioned below
(Piuchan, 2018).
 Psychocentrics: These types of tourists loves to visit only those places from which they
are aware or they have knowledge about the place. They never try any experiments with
those places about which they do not know. They are much concerned about the
accommodations, food and surroundings. They avoid unusual experience when they are
travelling (Piuchan, 2018).
 Allocentrics: These are the people who never want to visit a place where they already
visited or they have any knowledge about that place. They always look for the place
about which they do not know as they want to face new experiences with their travelling;
they are always looking for the different culture and environment. They always want to
try the new food and stay in lodging and they are attracted towards are the entertainment
(Xiao, 2019).
 Midcenterics: These are those people who travels a lot they have no interest in adventures
but yes they never ignore to new experiences These peoples loves to visit the place which
are popular (Yang, Liu, & Li, 2019).
It was observed by the theory that tourists prefer to visits destination which are near to them,
they avoid long distance travelling as it may be hectic or they will be tired by the travelling and

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not be able to enjoy the vacations. It was also examined that people loves to visit the placed or
destination which are in developed nation because there main focus is on the services like food
accommodation, transportations. So by the theory there are reasons which explain decrease in the
tourism business of any nation. The main focus of the department of tourists should be on types
of people and how they can manage them to attract to visit. By change in the infrastructure, by
promoting in artistic manner and by providing the promotional offers (Holland-Batt, 2019).
Recommendations for Event: The event is organized to attract tourist, now days people visits
to those places where they can found location either they not hear about or not having any
information, if they have the information of culture, environment than the tourism department
should add performance in the festivals that belongs some other nation which may be of its
nearby cities or country. The tourism industry should also focus on local people as they plays
important role in visiting place in every season also in promotion of the events. People of Sydney
are much concerned about their nation so the department may reach them out for promoting the
event sharing with their relatives who are living in other cities or nations.
Analysis of Success
The success of event can be identified by statistics of number of visitors and these data can be
collect from travelling agencies booked the tickets through various means of transportation
which may include bus, planes, and railways. The data of visitors also can be collected by the
hotels providing their service of accommodation. The revenue generated within the time period
of event can be analyzed get compare with other season.
Conclusion
In this project the study is conducted on the factors which can improve the tourism of
Sydney as the business of the tourism over there decreased due to winters so in this project the
discussion is about the distinct qualities of Sydney which can only be seen in the winters is
explained. This data of the tourists was examined by the tourism agency Destinations NSW
which took the responsibility to get recover from loss. The implementation which can made with
the trend with the culture of the festival and entertainment event which is conducted in Sydney in

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whole year. The techniques to promote the event which is getting planned to improve the tourism
in winter season. Now there was need to find out the reason behind the decreasing in the tourism
and for that there are some theories of tourism are developed by the experts and in this
assignment one of the theory is explained which is Stanley plog’s Theory. This theory is briefly
explained with its category according to the type of tourists and their preference. All the three
categories of tourists is explained the with preference of destination they want to visits. In this
project it is concluded that tourism of any country is totally depend on the people and facilities
available to destination.

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