Factors Affecting Tourism in Gold Coast, Queensland

This report analyzes the factors contributing to the decline in tourism in Gold Coast, Queensland and proposes strategies to support its growth.

Management
Destination management plan report
4/6/2019

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Contents
Introduction......................................................................................................................................2
Overview of chosen tourist destination...........................................................................................3
Attractions....................................................................................................................................3
History.........................................................................................................................................3
Record visitors.............................................................................................................................4
Emerging trends or shifts in consumer travel patterns....................................................................4
Inflow of Chinese market............................................................................................................4
Tourists want quiet and calm place.............................................................................................5
Shift in climate.............................................................................................................................5
Cultural issues..................................................................................................................................5
Strategies......................................................................................................................................6
Target market...................................................................................................................................7
Marketing strategies.........................................................................................................................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
The aim of the assessment is to investigate the factors that can contribute in decline of the
tourism within the destination. The destination that has been selected is Gold coast, Queensland
as this assessment is supported with the previous assessment. The report analyse the conditions
that are present at the developing tourist destination that shows the motive to form the strategies
with the motive to support the growth of tourism.

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Overview of chosen tourist destination
Australia is place of tourist attraction and one of the famous tourist places is Gold Coast that is
located in Queensland State of Australia. This has been found that in one of the Australia
government report; this was found that approximately 6 million tourists visit the region of Gold
coast. This tourist hub is the glamorous coastal strip that is aptly named Surfers paradise and it is
seem to be as the Aussie version of the Miami Beach (Australia, 2019).
Attractions
The attraction includes the places where the visitors like to visit when they visit the Gold Coast.
In the list of the top attractions it include Surfer Paradise beach, SkyPoint, Sea world,
Currrumbin Sanctuary of Wildlife, Some of the beach with the Coolangatta Beach. In addition to
this, there are many places where the visitors visit and this add-on to the economy of country
(Gold Coast, 2019).
History
In the year 1770, the point Danger and Mt Warning, this was discovered and named by the
captain cook. The tourism industry is growing into the 1950s local businesses that began to adopt
term of the Golf Coast in their names. This has been found that the on 23rd October 1985 the
Town of the South Coast was renamed as the Town of the Gold Coast (Gold Coast, 2019). This
has been found that by the turn of the 21st Century, the destination had shrugged off its present
shady past which is fully embraced with a new tourism, economic as the as boom in real estate
(Australian Government, 2019). This has been found Gold Coast location has an awakening
beachside area for the holiday with the population of just over 30,000.

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Record visitors
According to the national visitor survey that is conducted by the Tourism Research Australia
with the ending of June 30, the total number of the visitors up 7.2% to 3.95 million and spend-up
4.1% to the $3.1 billion, the nights up 11.9% to 14.6 m with the average length to stay up 0.2 of
a night to 3.7 nights. In addition to this, this has been found that our 7.2% growth rate in visitor
numbers is stronger than both the Australian (5.2%) and Queensland (6.2%) figure but there is
lag in expenditure growth (Keen, 2017).
Emerging trends or shifts in consumer travel patterns
In the current world, this has been found that there are emerging trends or shift in the consumer
travel patterns that has contributed effectively to the present current image of the region. These
trends can be related to the internal as well as external elements that are linked to the region.
Inflow of Chinese market
In the present world, the major emerging trend is rise in the inflow of the Chinese customers in
the market of Australia. The rate of Chinese who travel is increasing as they found that tourism is
the way through which they can effectively bust their stress and the issues that they facing at the
work place. This has been found in the statistics that Chinese people spend more than $498
billion within the year 2013 in order to cover the expenses for visiting the different areas and
places (Keen, 2017). This has been found that Gold Coast is named as one of the favourite
western city with the forth most popular spot across the world. This has been evidence that Gold
Coast, Queensland is considered as the China favourite western city and it is the fourth most
popular sport across the world in a separate bigger poll of approx. 3.6 tourists in the month of
February.

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The change in the preference of Chinese has taken place because of the people want to
experience the nature that contributes in increasing the share of Chinese tourism.
Tourists want quiet and calm place
Considering the change in the preference of the customers, it is clear that tourist are looking for
the places which remain quite as well as calm so that they can enjoy the activities in effective
manner. This has been found that most of the tourist visits the gold coast for satisfying their
needs of travelling, competition, exploring novelty as well as the capabilities (Mason, 2015). The
people make themselves to relax on the beaches of the destination so that they can engage in
numerous leisure activities (Baker, 2014). Presently, tourist wants the places where they can
peacefully spend the time in the peace without any much disturbance from the tourists.
Shift in climate
The shift in the climatic condition of destination brings the shift in pattern of their visit. Most of
the tourists check the climate of the places where they are willing to visit. Improper climate
conditions at the destination affect the tourist to visit the place. This has been found that
Brisbane and Gold Coast are expected to suffer from the substantial decline in the attractiveness
of the tourist at the season time (Climate Council, 2019).
Cultural issues
Shift of reputation: - This has been found that the major issue, which is faced by Gold Coast, is
that they do not have the enough cultural values that can be displayed by them. They have a dose
of glitz and glamour, which can be displayed by them. The visitors who visit the place expect to

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find the historical as well as the cultural values. However, they do not find the same that lead to
the clashes in their expectation and output (Gold Coast, 2019).
Difference in values of artist: - Most of the artist who visits the place finds that Gold coast
reflects the culture of their own artist. At place, there is presence of the diverse people from the
different regions who can share their experience and culture in the form of art. However, at all
the memorable places, the arts of Gold coast, Australia are displayed. This affects the visitors as
the people who visit the Gold coast expect to see arts of diverse culture as they have diverse
population.
Language: - Language is one of the major barriers that lead to clashes among the visitors as well
as the destination. This is found that destination is diverse, due to which it involve people with
different languages. Only 12% of Gold Coast residents speak different language other than
English and after this, they generally speak Mandarin followed by Korean, Spanish, Japanese,
and many others (Gold Coast, 2019). This is clear that most of the Chinese tourists are visiting
Gold coast but they are unable to find the people who speak Chinese language in that destination.
Strategies
 Promotion of diverse culture arts: - The strategies that are suggested are to enhance the
attraction of visitor and to promote the tolerance of cultural as well as understanding. The
tourist committee should find the new ways through which they can actively engage our
residents as well as visitors by offering the opportunities. The opportunities to diverse
people in Gold coast are essential to display their arts as well as cultural values in the
form of art. This strategy is essential to make the art as well as culture as the part of
people lives.

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 Enhancing language learning: - It is suggested that to maintain the diversity, the place
should enhance their language learning which will make the visitors feel touched.
 Culture promotion: - Considering the cultural issues, this has been found that the
country is not able to present their culture in front of the tourist in effective manner. It is
must for the Gold coast to conduct the research about their history and to present it in
front of public (Baker, 2014).
Target market
Target market is the group of customers to whom the destination targets, as they want to attract
those tourists to their country (Chernev, 2018). This target market is based on the segmentation
of the market that are given below: -
Demographic Psychographic Geographic Behavioural
 Age- All age
group
 Income- High
and middle
 Gender- Both
 Religion- All
 Lifestyle-
Travellers
 Personal values-
Calm and peace
places
 Opinions-
Different opinion
 Country- Every
country visitor are
grouped
 Region- All
region across the
world
 Benefits- Delight
experience
This has been found that the tourist demography presents that 34% of tourist are male and
remaining female. Further, the age group that visit the Gold coast that is majorly targeted include
25-34 years, 5-44 years, and 45-54 years. The destination majorly targets different segments and

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they make use of multi-segment strategy. Most of the visitors that are targeted include childless
couples, singles, and working couples with the high-income group that is in-between $78,000-
$103,999. In addition, the major visitors who are targeted include the people who like to visit
different destinations.
Marketing strategies
The three major marketing strategies that are propose is to target the chosen consumer group.
The aim is to improve the overall images of tourist as well as the future growth of tourist.
Promotion of destination: - It is essential for the tourism committee of Australia to bring the
valance out the portfolio that need to present in the market. This can be done with the effective
use of promotion of the tourism activities. The proper use of advertisement as well as the other
promotional activities towards the target market will enhance the tourists. The promotion of the
destination is one of the strategies, which will generate the awareness about the attractions,
places, and many other facilities at the place. The effective use of latest digital platforms can be
done to promote the awareness effectively.
Branding: - The strategy of branding should be followed which helps in making the customer
recognise the designation with the symbol of the country (Chernev, 2018). The symbol of
Australia is given below in the image. This will include enhance of the features and facility
offered by Gold Coast to their tourist.

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Distribution: - One of the effective strategies is distribution to target the chosen consumer
group. It has been found that it becomes simple when it comes to offering the services. At Gold
coast, the services are offered through online as well as the offline sources in which the retail
travel agents are also included who provide the services (David, 2011).

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Conclusion
In the end, this can be said that the report includes the discussion on the specific destination that
is located overseas that is presently experiencing importance the decline in the number of
visitations. The discussion reflects on the destination has been done which include the insight of
the tourism destination, the emerging trends of shift, cultural issues, target market, and marketing
strategies related to the destination.

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References
Australia. (2019). Guide to the Gold Coast. Retrieved from:
https://www.australia.com/en-in/places/gold-coast-and-surrounds/guide-to-the-gold-
coast.html [Accessed on 27th May 2018]
Australian Government. (2019). Enhancing Australia’s Economic Prosperity. Retrieved from:
http://www.oecd.org/cfe/tourism/45558040.pdf
Baker, M. J. (2014). Marketing strategy and management. London: Palgrave Macmillan.
Chernev, A. (2018). Strategic marketing management. Chicago:Cerebellum Press.
Climate Council. (2019). Icons At Risk: Climate Change Threatening Australian Tourism.
Retrieved from:
https://www.climatecouncil.org.au/uploads/964cb874391d33dfd85ec959aa4141ff.pdf
David, F.R. (2011). Strategic management: Concepts and cases. India: Pearson/Prentice Hall.
Gold Coast. (2019) Gold Coast History. Retrieved from:
https://www.goldcoastinfo.net/aboutgc/history/
Gold Coast. (2019). Culture Strategy 2023. Retrieved from:
http://www.goldcoast.qld.gov.au/documents/bf/cultural-strategy.pdf
Gold Coast. (2019). Statistics for cultural diversity. Retrieved from:
http://www.goldcoast.qld.gov.au/community/cultural-diversity-profile-326.html

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Gold Coast. (2019). The Gold Coast. Retrieved from:
http://www.goldcoast.qld.gov.au/thegoldcoast/default.html
Keen, R. (2017). Australian fourth and Gold Coast third on Chinese visitor wishlists. Retrieved
from: https://www.goldcoastbulletin.com.au/business/australian-fourth-and-gold-coast-
third-on-chinese-visitor-wishlists/news-story/86deff2c3be06845ccc569b2e55ac020
Keen, R. (2017). Gold Coast Tourism welcomes 5m visitors but warns about discounting.
Retrieved from: https://www.goldcoastbulletin.com.au/news/gold-coast/gold-coast-
tourism-welcomes-5m-visitors-but-warns-about-discounting/news-story/
846841cc6ebe3dd238ba29d6d5f4d18d
Mason, P., (2015). Tourism impacts, planning and management. New York: Routledge.