Tourism Consumption Patterns in Australia

Running head: TOURISM
Tourism
Name of the Student:
Name of the University:
Author note:

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Table of Contents
Introduction......................................................................................................................................2
Market Analysis...............................................................................................................................3
Situation Analysis............................................................................................................................5
Competitor Analysis:.......................................................................................................................6
Branding Position............................................................................................................................6
Chosen Market Segment: Identification of Needs, Wants and Willingness to Pay for Service......9
Tourist Service to be offered.........................................................................................................10
Tourist Service Distribution: Market Entry and Promotion..........................................................12
Marketing Mix (4 P’s)...................................................................................................................13
Sales and Profit Estimation............................................................................................................15
Conclusion.....................................................................................................................................15
Reference List................................................................................................................................17

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Executive Summary:
Considering the increasing popularity of adventure tourism amongst the people of Asia,
the present business plan intends to attract the attention of the Asian tourist base, who might be
likely to be thrilled about undertaking adventure tourism in Australia. The target market
comprises of the Asian tourists, and this particular tourist company intends to offer low-price
tourist service to the Asian citizens in the selected areas of Northern Territory. The Northern
Territory of Australia has been chosen, so that the travellers can be led to the forest, where they
can explore shady monsoon forest lands, and ancient rock art, while also getting thrilled at the
sight of wildlife existence. The aim of the present market report is to present a marketing plan
that analyses the market situation for this emerging company and the competitor analysis of the
tourist company that is going to be established, Further, the report also offers an insight into the
marketing and distribution strategy as adopted by the company in order to ensure high sales
growth since the beginning.

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Introduction:
Adventure Tourism refers to a distinct form of tourism that enables the tourists and
travellers experience an adrenalin rush and derive thrilling experience from the places visited.
Australia is regarded as the best place for adventure tourism, simply because the country offers
exciting opportunity to the travellers to undertake adventurous activities in various parts- Gold
Coast, Canberra, and Gold Coast. The adventure tourism in Australia allows its travellers to
enjoy adventurous activities starting with rock climbing, skiing, snowboarding, to parasailing
and bungee jumping (Pomfret, 2006). While the number of domestic visitors participating in
adventure tourism in Australia remains as high as always, the majority of the participants are
international tourists, and after Europe, the largest overnight adventure tourism participants were
coming from Asia, especially China (Jin & Sparks, 2017).
Considering the increasing popularity of adventure tourism amongst the people of Asia,
the present business plan intends to attract the attention of the Asian tourist base, who might be
likely to be thrilled about undertaking adventure tourism in Australia. The Northern Territory of
Australia has been chosen, where the travellers can be led to the forest, where they can explore
shady monsoon forest lands, and ancient rock art, while also getting thrilled at the sight of
wildlife existence. Arnhem Land is one of the true wilderness areas that the tourists might wish
to explore, which is not only popular as the most spectacular natural destination, but also as a
habitat to abundant wildlife that includes salt water crocodiles, dugong, buffalo, migratory birds
and nesting turtles (McLennan et al., 2017). Besides, the place is also known as a great fishing
spot that is sure to appeal to the taste and choice of the adventure tourists. However, despite the
immense potential of the area to attract the attention of the tourists, it is important to critically
analyse the prospects of such a tourist service offering as far as Asian consumer base is

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concerned, and to comprehend how far the Asian market shall permit its consumers to spend
money in such tourist activities. Further, the report, presenting a market plan, also intends to
chalk out branding and promotional strategies that can help in attracting the attention of the
potential consumer base.
Market Analysis:
The adventure tourism industry is still considerably young and a newly emerging one,
and even twenty years from today, this form of tourism was completely unheard of. As of now,
almost half of the international tourists are travelling to Australia are adventure tourists, and the
average duration of their stay at Australian adventure tourist spots is approximately 15 days.
Compared to the year of 2013, the year of 2014 witnessed a considerable rise in the number of
international tourists coming to Australia for this form of tourism (Ruhanen et al., 2015). There
are very few tourist companies in Australia that are offering tours and trips to the adventure
tourists. Although Adventure Tours Australia (ATA) does offer adventure tourism service to the
people of Australia and abroad, it is suitable for the active budget tourists only. Herein lays the
competitive advantage of the organization to permeate the market and attract the attention of the
tourist consumers (Khan, 1999). Despite the explosive growth of tourism in Australia and
abroad, there is very little scope of adventure tourism in the Asian countries. It should be noted
in this connection that adventure tourism is defined as a guided tour activity, that involves
outdoor recreation that offers excitement to the client through visiting the sights of the natural
terrain as well as offering specialized equipments. However, due to the huge expenses involved,
most of the commercial adventure tourist activities involve nothing beyond mere skiing and
surfing activities across the Australian locations. It approximately takes $400 for a single person
to travel to Australia and experience adventure tourism (Ruhanen et al., 2015). Needless to state,

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that the living cost in Australia is high, and the accommodation and travelling cost is even
higher.
The market of adventure tourism is highly competitive, with most of the companies
charging higher each day, simply because of the growing popularity of this form of tourism
amongst the young people, who are mostly reckless while spending money as well. Most
importantly, the cost of hiring specially trained guides, in supporting the adventurous activities
of the tourists as well as the specialized equipments provided to the tourists add up to make the
travel highly experience. In such a situation, while most of the companies are charging exorbitant
amount of money, the selection of adventure tourism along the forest of Arnhem Land is sure to
cost low. It will present an array of nature and adventure based activities, which will require less
supervision and equipments that in other cases would have made the tourist activity expensive.
The people can wander around the local place, and experience adventure simply by having camp
meals, that will be an integral aspect of the adventure program only, and this can also save the
accommodation expenses as well. According to a research study conducted by West Australia
Tourism Research, a tourist opting for Adventure Tourism will tend to look out for four aspects-
 Unique natural scenery
 Exploration of the local culture
 Pristine natural environment
 Beautiful coastal scenery
By satisfying the above criteria by taking the travellers through the forest regions of
Australia, it is possible to satisfy the requirements of the tourists at a cheap cost. As and when a
tourist company tries to provide hard adventure trips to its consumers, it is likely to lose out on