Digital Marketing in Tourism and Hospitality Management - Tourism Australia

Running Head: Digital Marketing in Tourism and Hospitality Management
Tourism Australia
Digital Marketing in Tourism & Hospitality Management
Web Audit Report

Web Audit Report P a g e | 1
Table of Content
Introduction...........................................................................................................................................2
Purpose of the Website.........................................................................................................................3
Web Business Model.............................................................................................................................3
Form of Online Presence...................................................................................................................4
Target Market for Tourism Australia.....................................................................................................5
Consumer Behaviour Issues of the Target Market................................................................................6
Dynamic forces of the Travel and Tourism Industry..............................................................................6
7C of Customer Interface.......................................................................................................................7
WEBQUAL Dimensions..........................................................................................................................7
E-CRM and effectiveness of online branding.........................................................................................9
SWOT Analysis.......................................................................................................................................9
References...........................................................................................................................................11

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Introduction
Tourism Australia is the Australian Government agency which is responsible for attracting the
international visitors to Australia in large numbers. The purpose for visiting Australia can be both
leisure as well for business events. Through the website the agency draws the attention of the
International audience, creates interest in them to visit Australia which further leads to desire in the
target audience, eventually providing them to convert the desire into reality (Holder & Ruhanen,
2018). The agency at very present is active in 16 Key markets and some of its strategies to lure its
target audience include advertising, media programs, trade shows, consumer promotions, online
communication and consumer research(Divisekera & Nguyen, 2018)
The underlying purpose of the assignment here is to identify the purpose and the web business
model of Tourism Australia, understand its target audience and any consumer behaviour issues of
the target market. Further in the report dynamic force in which the industry operates will be
discussed and an analysis of the website using 7C, Webqual ease of navigation, attractiveness of the
website and how it builds an electronic database will be studied. Hence, the report here will conduct
a web audit of Tourism Australia.

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Purpose of the Website
The website of Tourism Australia besides providing plethora of information about the scenic beauty,
amazing beaches, wildlife and resorts also presents the audience with ideas to plan an event in
Australia. The website is homogenously categorized in two separate section to target the different
audience segment; Holiday in Australia for the leisure travellers and planning a business event for
business travellers. The site provides in depth information and ideas on places to go in Australia,
things to do, planning the trip to Australia and multiple offers for its target Audience. In short, the
website is a one stop shop for people who are interested in visiting Australia either for leisure
activities or for business purpose, the website provides comprehensive information and covers all
the possible areas of focus while planning a trip(Tourism Australia, 2018). Some other clearly
identified purpose of the website is:
 One to one marketing.
 Global reach-16 Key markets being tapped as of now for the promotion.
 Obtaining detailed information about the customers interested in Australia.
 Interactive and engaging campaigns.
 Round the clock marketing.
 Reaching right customers at a much lower cost than traditional marketing methods.
 Usage of multimedia content to engage the customers.
 Sharing of ideas with business and leisure travellers.
 Providing in depth knowledge for travel bloggers.
The website in short is a platform which makes people fall in love with Australia, to the extent that
the country appears in their head while they are planning an international event, family holiday or
leisure travel. Website Australia is an excellent platform to promote and advertise about Australia
and highlight its USP to the international travellers.
Web Business Model
Tourism Australia is a government agency which targets international visitors to increase the tourism
in Australia. The business model is both G2C and G2B.