Midland Tourist Park Strategies

This assignment examines strategies for Midland Tourist Park to improve its offerings. It emphasizes the importance of creating a 'home' concept for tourists, leveraging positive word-of-mouth, and focusing on authenticity. The analysis recommends implementing incentives and referral programs to boost customer loyalty. Additionally, it highlights the evolving tourist preferences towards authenticity and suggests ways for Midland Tourist Park to cater to these changing needs.

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October 1, 2017

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Letter of transmittal
October 1, 2017
David Johns, Chairman
Coastal Real-Estate Developers
400 Perth.
Australia
Dear Mr. Johns:
In line with our agreement of June 10 contract, we are hearing submitting the attached report
entitled “the concept of 'home' as a way to design, develop, market and indeed deliver, the
hospitality experience.” This particular report examines the use of the concept of home as the
new method applicable in marketing, developing and delivering the hospitality experience to
tourists.
The trend has changed so far in the tourism industry and this has brought about the change in
tourists needs. Market forces are also at work and the best way by which a tourism organization
stands to benefit is if it adapts new methods of service delivery and marketing in order to appeal
to the needs of the customers. The benefits of hospitality will be discussed. Also discussed are
the mechanisms of implementing the home concept. I hope you find this report satisfactory.
Sincerely yours,
William R. Waters, President
Tourism Research Associates, Inc.
Perth
Australia

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Executive summary
This report looks at The Travel & Tourism industry with regard to the emerging
dynamics and market competition. The dynamics that have emerged and the change in taste
concerning the latest needs of the tourists are addressed as the key factors that determine travel
destinations of tourists. Such things as staff training, the marketing style as well as guest
experience are some of the vital components that this report looks at deeply in order to enable
sustainable development of the Travel & Tourism (T&T) sector in Australia. Midland Tourist
Park is used in this case as one of the key tourist attraction sites for purposes of this report. Issues
such as competitive nature of the industry are properly addressed in this situation.
Tourism has become dynamic. The existing environment in the tourism industry has
seriously changed. Some of the factors that have necessitated this change include such things as
the need for more authentic destinations. Today's tourist is not satisfied by artificial travel sites.
They require normal sites that have authentic customs and cultures. Moreover, staff member
training is also very important in the entire process of tourism. Supporting tourism staff training
is a step in the right direction. This is essential given that it helps in staff member work to their
full potential. This is one way of ensuring that quality service is delivered to the clients.

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Background
Tourism has been the backbone of various economies across the globe. The most natural
tourist destination has been consistently leading when it comes to attracting tourists. Midland
Tourist Park is one of the most affordable tourist hotels. It is situated in Swan Valley in Western
Australia. Situated on the edge of the lovely Swan Valley, it gives the most outstanding
experience to tourists. It also offers tourist free Wi-Fi.
Rooms
The rooms are very tidy and comfortable. There are spacious living as well as dining
areas giving one a real home environment. These rooms are fitted with very nicely made pull out
sofas. Midland's individual cabins are simple and comfortable. The rooms are well maintained to
give tourists an outstanding experience. These rooms are designed to give tourists the feeling of
being home. It is one of the best place one can rest after a long day's drive. Some of the rooms
have kitchens. There are also spacious bathrooms fitted with Jacuzzi bathtubs.
Location
Midland Tourist Park is located in Western Australia on the edge of the lovely Swan
Valley. This location is advantages to this hotel as it is one of the features that attract tourists to
Midland Tourist Park. Cavershan Wildlife Park is located just 12 kilometers from Midland Park.
This makes Midland Tourist Park one of the must go to destinations in Australia and in the
world. The Park is also just 4 kilometers away from Sandalford Wines.
Target market
This Tourist Park targets the entire Australian market and by extension the world market.
The Australian market alone is huge and untapped. Various tourists are consistently in search of
better tourist homes. There is a real need for a home-like an environment and those tourist parks
that provide this environment stand a better chance of getting more clients.

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Introduction
Companies keen on ensuring that customers get satisfactory services all across the globe.
In this regard, several companies including those in the tourism industry are consistently
stressing on the need to bring comfort to customers and improving customers experience when
they (customers) interact with organizations. Concentrating on expanding fulfillment is essential.
It is important to ensure that clients are more joyful with the services they receive. This ought to
be the number one goal of every organization. Organizations that can skillfully deal with the
aspect of improving customers experience stand a better chance of getting more benefits. Some
of the key benefits, in this case, include improving customer loyalty and expanding the
organization's revenue.
Several companies face severe competition. A good example is Midland Tourist Park.
This tourist park is facing competition from the Australian maturing market. The prevailing
situation is somehow made complicated by escalating costs. Keeping best customers thus calls
for serious changes that ensure that customers get the best experience. This is what has brought
about the concept of 'home' as a way to design tourist parks, to develop tourist parks, to market
tourism destination and to deliver the hospitality experience in order to keep the best customers.
Providing maximum comfort to tourists especially those that travel as a family has been a serious
challenge to various tourist organizations. The typical reason why this has been a problem is well
understood. Some of the factors that fuelled this problem had to do with pricing. The huge prices
have cost many customers to leave. Midland has been able to incorporate the home concept in its
operations in order to bring about affordability, comfort and outstanding experience. This has
seen it retain some of its loyal customers while also increasing its revenue base.
Discussion
The guest experience
It is the duty of every organization to work towards improving the experience of its
guests. Guests are very sensitive and whenever they hear about a particular venue or tourist
attraction, they often come to visit (Adner, 2012)When they leave, they may choose to come
back or never to come back. This will depend much on the experience they receive. An

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outstanding experience will keep them coming back. Guest experience is thus a very important
component in the tourism industry.
Guest experience is a cycle.
The experience cycle begins with organizations marketing efforts. These efforts
involving such things as communication (Betts, 2014). Effective communication is essential. A
business must communicate clearly what it has to offer in order to appeal to customers. At the
same time, this communication must be able to leave room for the organization to deliver an
outstanding experience that is by far greater than the expectation created by the communication
process.
For Midland Tourist Park, the entire duration of the experience must be able to deliver
moments of truth effectively. Tourist needs to experience genuine interactions (Dransfield &
Needham, 2014). This is the only way in which the desire to return can be planted into the
tourists. This is the surest way of achieving customer loyalty. One of the areas in which Midland
is lacking as an industry has to do with the post visiting component. Midland appears not to be
aggressive when it comes to obtaining feedback tourist. This is one area that presents one of the
best ways to get repeat clients.
What is home?
Comfort and security are the keywords that form the definition of a home. The home
concept appeals to a guest's security and comfort. Comfort and security are paramount. In their
absence, there is no home. A home has to be a place where one hides from the hustle and bustle
of life (Whittington, et al., 2013). It is a place to relax, recover and connect with friends, family
members and with nature. A home is a place to refresh and recover one’s spent energy. It is a
place to cool off. By adopting this home concept, the tourism industry is trying to give customers
a place to recover, refresh and restore oneself (Steiner, 2014).Tourist often looks for a safe
haven, a comfort zone. A place to interact with family and nature. By adopting the concept of a
home for purposes of marketing and delivering services, it tends to appeal to the innermost being
of tourists. It is simply communicating a message that it is offering the best environment for
tourists to be themselves.

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Authenticity
Authenticity is a very important element when it comes to tourism. Tourists are no longer
satisfied tourist activities that are superficial (Steiner, 2015). This is why it is evident that tourists
tend to be in such of in-depth understanding of their specific destinations. What tourists need is
an authentic lifestyle. This is why the home concept has all over suddenly gained much relevance
in the tourism industry (Ngeleza, 2012). Authentic customs and cultures also appeal very much
to tourists. Tourists are driven more by the desire to see what is normal. This is why a given
destination may be preferred over a given destination. Without being authentic, it will be
impossible to appeal to tourists. Nearly all tourists prioritize authenticity. This is one thing they
would like to experience in their travel experience.
Staff training
As the tourism business advances and develops, staff members need to keep pace with
new improvements. Assessing whether the business needs preparing or not is the initial step.
Once holes in the abilities of staff members it is possible to address them.
Preparation is essential and can give points of interest to a business. One can thus enhance their
client’s administration and representative profitability, persuade a staff and keep the operation
current (Jackson, 2014)
It is essential to evaluate whether there is need to prepare staff members in a given way.
Checking whether new staff member needs more training is very important steps and need to be
taken in training the staff further (Freedman, 2013).
Look for Feedback: It is possible to find some shrouded preparing needs that make an
interpretation of into chances to enhance benefit conveyance. There are basic ways that can be
used to gather data,
Follow up on Complaints and Frequent Problems: Receiving protestations from clients or staff
doesn't really show an act of futility and must go. Maybe there is essentially an inadequacy that
could be effectively amended with preparing. Whenever mistakes or dissensions are conveyed to
one's consideration, it is important to investigate the issue and decide if preparing may fathom it.
Get ready New Hires: When new cutting-edge specialists are pronounced, they regularly need to
be propelled aptitudes in client administration and interchanges. These need to be addressed

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immediately. Nature of administration impacts the guest encounter, which influences the
organization's main concern: preparing is an unquestionable requirement for new contracts.
Hold Employees: Recruiting new contracts is one issue; holding them over the long haul is
another. Diminish representative turnover by making preparing openings accessible to those
looking to propel their professions inside the business and inside one’s organization.
Organize: It is essential to take time to assess what the organization stands to pick up via
preparing its representatives. Where would one be able to make the best utilization of preparing?
Who can profit most?
By being proactive in supporting staff to prepare and improve on a continuous premise,
one can help staff members to work to their maximum capacity. Surveying where preparing will
be most noteworthy incentive in one's organization and executing it in the long haul will at last
better the client encounter and enhance organizations main concern (Dransfield, 2012).
Design
The design of the home concept should take into consideration the nearest visitors center
and work to help provide a navigable dashboard that guests can visit. It is important to have in
place key concepts that tourists may be interested in. The design must be user-friendly and
simple to use.
Marketing
Utilizing online media is essential in finding clients. This is because tourists also use
social media to find the best spots, to design their agenda, as well as to offer their recollections
with companions (Dransfield, 2012).
The challenging bit of using social media is that it doesn't sit flawlessly in one place of an
organization's guest's trip. The social media may be the place guests initially get roused to take in
more about an organization's scene or goal. But at the same time, it's the place where they find
out about a tourist Parks services. They can then choose to visit or not to visit depending on the
information they get and how it is conveyed.
Recommendations
Some two solutions need to be executed concurrently for the benefit of future activities.
The first one being capitalizing on repurchase expectations. This is with regard to the home
concept since tourist currently need comfortable and secure environments. The second solution

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deals with the influence the use of a positive word of mouth. Amid each conceivable open door,
there is the need to advancing forthcoming occasions, advancements, bargains, or anything
another thing that may urge visitors to return. It is also important to give guests certain incentives
as well. This incentives need to offer more comfort. Incentives need to be aimed at improving the
comfort of the tourists in order to help achieve the home concept and enhance customer loyalty
to Midland Tourist Park services. This can be achieved through investment in referrals. These
referrals will depend on the tourist's demographics and the nature of the business. When tourists
are satisfied with a given service, they will bring others along with them. The organization can
then put the new customers through a similar action cycle. Midland, for instance, must consider
such things as making ambassadors out of its guests. This is one sure way of generating guest
loyalty. The good thing about this is that guest loyalty comes naturally. It is never forced.
Conclusion
Tourists' priorities are changing. To stay relevant, tourist destinations will need to look
into various aspects. Guest experience, staff training as well as design and marketing trends and
styles are also changing with the tide. Today's tourist prioritizes authenticity. Authenticity is
turning into an inexorably significant product in the tourism business. The ever-increasing
number of travelers consistently try to submerge themselves in neighborhood societies and
situations that are authentic in nature. From eating at a nearby eatery to going to war-torn clash
zones, tourists are prioritizing authenticity. Tourism suppliers might feel the strain to concoct
increasingly unique "true" encounters. However, it's really an open door – now suppliers can
give individuals the ability to co-develop their own particular validness. Midland Tourist Park
will have to seriously embrace authenticity in order to appeal more and more to repeat client.
The good news is that Midland is already an authentic tourist destination.

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Works Cited
Adner, R., 2012. The changing face of Tourism. New York: Penguin.
Betts, R. K., 2014. Tourism and the economy. Princeton: Woodrow Wilson School for Public and
International Affairs, Princeton University.
Dransfield, R., 2012. Tourism in the 21st century. Chicago: Heinemann.
Dransfield, R. & Needham, D., 2014. Business Studies. Fourth ed. New York: Penguin.
Freedman, L., 2013. Strategy: A History of Australian Tourism. United Kingdom: Oxford
University Press.
Jackson, D., 2014. Essential to strategic management of Tourism in Australia. UK: Palgrave
Macmillan.
Ngeleza, B., 2012. A Critique Of Prescriptive Views In Strategic Management of Tourism.
Research Gate, IV(10), pp. 1-2.
Steiner, G. A., 2014. Importance of Strategic Planning in Tourism. New York: Simon and
Schuster.
Steiner, G. A., 2015. Essentials of Strategic Planning and Authenticity in Tourism. New York:
Simon and Schuster.
Whittington, R., Johnson, G. & Kevan, S., 2013. Benefits of Domestic Tourism. New York: CRC
Press.