Tourist Market Potential | Fiji

TOURISM - FIJI

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Table of Contents
Introduction......................................................................................................................................2
Tourist Market Potential..................................................................................................................3
Transport development....................................................................................................................4
Accommodation development.........................................................................................................5
Crisis and risk management.............................................................................................................6
Social media influence.....................................................................................................................7
Visitor Experience development......................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
Fiji, a country in the South Pacific, is an archipelago of more than 300 islands. It's famed for
rugged landscapes, palm-lined beaches and coral reefs with clear lagoons. Its major islands, Viti
Levu and Vanua Levu, contain most of the population. The estimation describes that contribution
of tourism to the GDP is about 17.0 percent, this also helps in employing several numbers of
people which includes that in the current year it employs a large number of people that are up to
40,000 people. The tourist is more satisfied with the accommodation facilities and transport
development but some arise because of an increase in tourism in the year 2018 and at the same
time to maintain sustainability so that it can result in economic development. Several tourists are
from different countries because of more satisfied with the services provided by the tourism
sector (Dustin et. al., 2018).
In the year 2015, it is estimated the majority of the tourist come from Australia that is it was up
to 367,273. The other is the US from which also the majority of the tourist come to visit Fiji. The
tourism sector developed environment-friendly initiatives so that in future billions of tourism
industry is developed in Fiji. In the present report, the discussion is made on identifying
contemporary problems which are become a major challenge in developing the tourism sector.
Further, the potential market of tourists, accommodation development and other factors such as
the development of visitor experience are discussed (Brida, Cortes-Jimenez and Pulina 2016).
Tourist Market Potential
Fiji is the destination which attracts a large number of tourist because of they willing to satisfy
their desires and maintaining comfort because of providing all the facilities to the tourist. This is

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the reason it is estimated that in the year 2015 the number of tourists in Fiji in comparison to
other previous years. Therefore, the tourist which visit the Fiji respect and maintain the social,
cultural and other factors because of which they focused on various factors that is a destination
which has less air pollution and provides better transportation facilities to the tourist. The
tourism sector of Fiji based on providing facilities according to the requirement of the tourist that
is in the year 2018, the estimation demonstrate that tourism sector mainly focuses on geographic
and demographics which sector mainly concentrate on examining the density and percentage of
population which are more attracted towards the islands (Dustin et. al., 2018).
The tourism sector also segments according to the age, gender and nationality as well as adopt
social media marketing strategies so that the majority of the tourist gets attracted towards the Viti
Levu and Vanua Levu. However, still, Fiji faces issues in attracting the tourist from different
countries it is because the majority of the tourist are from US and Australia. To overcome these
issues the tourist operators can focus on adopting the approaches of behavioral and
psychographic it is because these operators can segment the lifestyle, attitudes, interest and
degree of loyalty which can reduce their cost and time in the future. This approach can be in the
marketplace of China it is because fewer tourists come from China and they are more attracted to
the Islands. This could be the most appropriate market in attracting the tourist so that tourist
operators in Fiji can contribute more towards economic development (Hassan, 2017).
Transport development
The most appropriate and most applicable mode of transport is rail, road, water and air that is Fiji
has two international largest airports such as Nausori Airport through which tourists expect to get
their destinations. In the year 2018, there is more development of the buses because of provides

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easiness to the tourist and to attract the number of tourists towards the country. The tourist gets
various services for booking the flight to Fiji that is through the online booking tourist gets more
offers and discounts as well as sometimes the additional charges decrease. Te transport is
considered the major aspect of changing the decision of the tourist towards the destination it is
because of several initiatives made by the country so that tourists will be increased and attracted
to the islands. Therefore, to overcome this problem and to provide more facilities there is the
development of the local airports this is due to the reason that in Fiji tourism operators believe
that transportation is the important area which can access success in the industry in the long run
(Kaplan, Öztürk and Güngör, 2017).
Through, the development of transportation the tourist still face issues in regarding the
transportation in Fiji due to changing climate conditions through which the tourist finds
difficulty in getting the buses and other transportation due to severe water damaging bridges etc.
This is the major contemporary issue through which the tourist changes their behavior in going
to this destination due to more traffic jams in changing climatic conditions. Through the
investigation, it is also described that flight options also do not meet the needs and requirements
of the passengers. Therefore, to solve this issue the government can increase the following
principles and guidelines to the tourism sector and the initiatives to develop the transport
facilities through which the climate change issue will be addressed (Matatolu, 2019).
Accommodation development
Accommodation is also the basic and major component that supports tourism operators to
encourage several tourists towards the destinations. It is considered the place in which the tourist
rest and become the essential aspect of changing the attitudes and behaviors of the tourist. There

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is a development of various hotels and resorts which provide various facilities to the tourist
according to their needs and requirements. The tourist can make an online booking to get various
discounts offers that is in the year 2018, the hotels provide 10%, 5% off to the tourist in various
five star and other hotels. In Fiji tourism operators also provide other services through which
tourists encouraged to visit the destination which includes camps, providing a warm bath, etc.
The development in the accommodation leads in attracting more tourist that is the year 2018, the
more tourist accommodate in five-star hotels due to providing quality services with exclusive
offers in Hilton Fiji Beach Resort and Spa, Paradise Cove Resort which also provide facility of
private outdoor shower to the tourist (Medina-Muñoz, Medina-Muñoz and Gutiérrez-Pérez,
2016).
The camping service of Fiji is also the major component through which tourist gets more
comfortable in staying with satisfying their needs. In Fiji there are agencies through spread
awareness and information about the accommodation services to the tourist so that it does not
find a problem it is because the agencies accommodate the tourist according to their
requirements. There are also various issues regarding the accommodation of the nearby places it
is because there are various places which tourist visit but the hotels and resorts in Fiji is mainly
far from the places which are visited by the tourist. Therefore, it is important that in the country
various hotels and camping services should be developed in nearby places so that tourist feels
comfortable (Min, Kung and Chang, 2019).
Crisis and risk management
Various risks are involved in Fiji and through which it is difficult for the country to manage the
facilities for the tourist and at the same time increase the attractions towards the tourist about the

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particular destination. The safety and security is the factors that are risky in various places which
is difficult to maintain the safety and secure environment in the areas of destination. The other
issue is the tourist attributes which includes that different attitudes and perceptions of the tourist
towards the different aspects that are some tourist are more encouraged due to the
accommodation facilities and some because of the transportation facilities. In Fiji the major risk
also arises because of the uncertainty in which major factor is the change in the climatic
conditions which is become difficult for the tour operators that is Discover Fiji Tours, Ace
Pacific Vacation Limited to overcome the problem (Neef and Grayman, 2018).
The other factor which is highly risky is the economic and political factors such as changing in
the rules and regulations of the government and other inflation rates in the country through
which the overall functioning of the tourism affects. However, to overcome and provide positive
attitude towards the risk management the tour operators in Fiji adopt risk management strategy
and procedure that is operators first identify the risk with in-depth investigation, measure the risk
to get the severe effects of this risk, develop alternative solution to solve the problem, implement
the solution by applying various alternative so that accurate outcomes will be generated. In the
last step, the companies monitor and examine the overall result so that gaps will be identified and
actual performance becomes the same as the standard performance, this helps the company to get
effective results and increase the efficiency of the companies (Ozcan and Erdogan, 2017).
Social media influence
Social media is considered and become an important tool which affects the behavior and
attitudes of the tourist regarding the tourist. The different organization adopts several social
media tool so that it can increase awareness among the tourist. In Fiji majority of the companies

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adopt Facebook, Instagram social media tools it is because through this more number of tourists
get information about the places to be visit and other efficient services through which tourists
feel comfortable. Through these visitors also get knowledge about the tour and activities which
they can do in the countries therefore Facebook and TripAdvisor is become the major marketing
strategy to attract the tourist. In the year 2016, the tourist gets aware about the places to be visit
and other offers in which they can use various services at lower prices and increase the tourist in
Fiji (Pratt, McCabe and Movono, 2016). This is the reason about 70% of the tourist increase in
2016 and tourist also provide feedback to the companies which increase the operations and raise
to 50% profits due to attracting more tourist.
The companies also use YouTube in promoting the destination places by sharing the videos of
the places which can persuade more tourists and get the textual information about the overall
destination. Through these images and videos helps in becoming impressive for the tourist and
convey more tourists to become part of the destination. The estimation describes that it becomes
a problem for the tour operators to understand the different behavior and attitudes of the tourist
in developing the marketing strategy for promoting the destination. It is because of the diversity
in the behavior and attitudes of the tourist, therefore to overcome this problem companies can
invest more in research and development so that they can understand their needs in marketing in
more effective manner as well as support in gathering the feedback from the tourist so that
companies in Fiji can understand their perception and add these aspects in marketing (Sroypetch,
2016).

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Visitor Experience development
The activities and attraction which tourist feel with the destination are described the positive
experience and satisfy the emotions of the tourist. Therefore, Fiji has the various through which
the tourists feel attracted that is Fiji Museum in this tourist get the adventure about the cultural
and historical island (Van Truong and Shimizu, 2017). The other is the Colo-I-Suva which is the
best place for the photo it is because of this is the forest park which includes the lavish rainforest.
There are various other places which can be major for the tourist that is Suva Municipal Market
in which tourists can do shopping and tourist can spend more time roaming around and to do a
photo shoot. In this market, products are low cost in comparison to other markets and can rise the
bargaining about the yams, jackfruits, cassava, etc (Sroypetch, Carr and Duncan, 2018).
The tourist gets the benefit of purchasing the products according their needs at low prices and in
Fiji there is also Sri Siva Subramaniya Swami Temple for visiting. The tourist does not find issue
in gathering the information about the places to be visit it is because of the several agencies and
social media tools through which the tourist more aware about the places and to understand the
special features of the places. The estimation describes that more tourist visit the Fiji destination
because of highly influenced through the social media and to known the visitors experience
about the destination. This increases the publicity of the places and persuades the tourist towards
the different places (Tyllianakis, et. al., 2019).

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Conclusion
From the above, it is concluded that the tourism industry adopts different strategies to adopt a
large number of tourists it is because of managing various services and aspects. It becomes
difficult for companies to manage the whole activities. The investigation describes that in Fiji
companies focuses on understanding the demographics of the tourist but face some challenges
through which the can concentrate on defining the lifestyle and attitudes of the tourist. It is
because there are various contemporary problems which companies in tourism issues which are
related to accommodation and transport. The country also develops several transportation
facilities due to the development of buses and airport but still, some problems arise due to less
number of local transport to visit the places. Therefore, Fiji has a wide network of transport
because of accessible destination and increase the infrastructure facilities for the tourist which
solves the problems of the tourist.
In Fiji accommodation facilities are also increased in the country it is due to the reason the hotel
provides innovative and unique services such as a warm bath as well as other camping services.
The companies in Fiji also adopt different risk management procedures so that problems are
managed effectively it is because through this companies identify the gap and overcome the
problems when occurred. The tourists are more influenced through Facebook, Instagram because
of getting more information about the places and destination. This is the main reason for
increasing the tourist in Fiji and increase the positive experience because of meeting their
demands and requirements.

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References
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Dustin, D., Zajchowski, C., Gatti, E., Bricker, K., Brownlee, M.T. and Schwab, K. (2018)
Greening health: The role of parks, recreation, and tourism in health promotion. Journal of Park
and Recreation Administration, 36(1), 56-78.
Hassan, H. (2017) The Functions of Language in Shaping Tourism Information. LSP
International Journal, 4(2) 89-94.
Kaplan, F., Öztürk, E. and Güngör, Ş. (2017) Is The Club Convergence Hypothesis Valid For
Turkey Tourism Market?. European Journal of Business and Economics, 12(2), 90-98.
Matatolu, I. (2019) A critical examination of indigenous people, tourism and quality of
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Medina-Muñoz, D.R., Medina-Muñoz, R.D. and Gutiérrez-Pérez, F.J. (2016) The impacts of
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Min, J.C., Kung, H.H. and Chang, T. (2019) Testing the structural break of Taiwan inbound
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Neef, A. and Grayman, J.H. (2018) The tourism-disaster-conflict nexus. Bingley: Emerald Group
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Ozcan, B. and Erdogan, S. (2017) Are Turkey's tourism markets converging? Evidence from the
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