Critical Analysis of Melbourne as a Tourist Destination

Management

Contents
Introduction...........................................................................................................................................2
Melbourne tourist industry....................................................................................................................2
Conclusion.............................................................................................................................................8
References.............................................................................................................................................9

Introduction
This essay brings out a critical analyse and examine the nominated destination for the tourism
industry named Melbourne. Melbourne is a coastal capital of the Australian state of Victoria.
Melbourne is surrounded by world-class dining, art galleries, packed sports, and home-grown
fashion. Undoubtedly, Melbourne is known to be most lively place such as the hidden
laneways, rooftops, and dine at the culinary hotspots (Currie, G. 2016). As far as reaching is
concerned, it is easy to reach Melbourne with domestic and international flights that arrives
directly to the Melbourne Airport from the different hubs. The place is famous for its port,
which deals in cargo vessels for transportation. The discussion carries contemporary tourism,
transportation problems, and several accommodation issues faced by the tourism industry of
Melbourne (Currie, G. 2016). This report will identify several reasons, which affects the
tourism industry due to some threats. An Internal threat refers to the lack of basic amenities,
unsafe environment, burglary, or mistreatment of guest in the hospitality sectors (Lee and
Chang, 2008). External threat cannot be controlled, as these are certain environmental risks
pertaining to natural disasters. Finally, the discussion deals with the marketing strategies that
will help the destination place to rethink of social media as majority of tourist are millennial.
Tourism industry plays an significant role in accelerating the pace of economic growth of the
destination as more footfall of people or millennial will lead to development in
accommodation, and maintenance of natural flora and fauna. This is a way that a place can
achieve competitive advantage (Cai and Wang, 2010).
Tourist market potential
For the tourist, it is important to analyse before planning there for a holiday such as deciding
when to visit, and what will be the weather at the place. Moreover, it is important to have an
overview of transportation system of the destination. Melbourne is both cosmopolitan as well

as dynamic as this place is the proud of Australia’s cultural and sporting capital (Currie, G.
2016).
The market segmentation for the visitors can be divided in different ways such as their area of
interest, their purpose, and the demographics. In order to attract the different segments, New
South Wales of Australia produces profiles for different segments. While looking at the
extensive research for the travel behaviour of certain Victorians regional tourists and their
relationship with the Melbourne as tourism destination, the place has designed marketing
program to target a specific market (Tang and Jang, 2009). This has inspired the regional
Victorians to create Melbourne as ongoing destination. Moreover, the program was
developed with a vision to prosper the travelling system. In order to promote this tourist
place, Melbourne maintains Now Magazine, which helps in enrooting and giving them with,
numerous reasons to visit the city. Currently, it is seen that the target market for Melbourne
are regional Victorians. Here are some of the fast facts regarding the Melbourne tourism such
as the Now magazine has the readership of only 85 percent of women in which 76 percent of
them are aged between 35 to 64 (Ttf.org, 2016). Now, in order the pace up the tourist market,
Melbourne has to target other audience in the new emerging tourist market so that it can
generate maximum revenue (Thomas, Shaw and Page, 2011). The target audience should not
be limited to Victoria regionals but should extended to young generation and millennial of
whole world. This will lead to the development of various contributions such as development
in accommodation facilities as millennial prefer touring and wandering at different place in
search of peace as they are so exhausted during to their professional lives (Schuckert, Liu and
Law, 2015). Development of all these direct and tourism contribution will lead to
improvement of GDP, increase in personal disposable income of natives, and rise in
employment. Moreover, Melbourne can also educational trips due to largely spread port that
is famous for its cargo transportation that will help the students to know more about the port