Port Adelaide Tourism Development Study

The given assignment is focused on analyzing the economic condition of Port Adelaide, which includes a review of technologies for biofuel production, processing, and extraction. It also covers various research studies related to social media in tourism, festival scape, and culinary tourism. The assignment aims to provide insights into the marketing strategies employed by national tourism organizations and destination management practices.

Marketing for Tourism,
Events & Hospitality

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION ..........................................................................................................................2
TASK 1............................................................................................................................................2
Part 1 Current experiential offering........................................................................................2
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

EXECUTIVE SUMMARY
Marketing is necessary to be able to promote the tourism sector, events and functions that
are organised in the Port Adelaide region. The products offered and the image of the destination
states the attraction level of consumers towards the city and the specified location. Swot analysis
assists in identifying all strengths, weaknesses, opportunities and any threats of business. In this
report, new marketing strategies are also discussed through product development, target market
and segment customers in an effective manner. The promotion strategies are also described in the
project report. The business used experiential marketing to evaluate tourists’ choice and
preferences towards products or services.
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INTRODUCTION
Marketing for tourism, events and hospitality plays an important role in the world. It is a
process which assist company or a town in attracting consumers towards a specified location.
There are different types of marketing strategies which are used for making promotional
campaigns and targeting potential consumers (Barros, Butler and Correia, 2010). There are many
tourist who are attracted towards a place due to different marketing policies such as tourism
sector, events management, hospitality sector. In this report Port Adelaide is a destination where
marketing strategies are used to attract travellers. It is situated in Northwest of Adelaide. The
main purpose of this project is to understand the products which are offered by Port Adelaide and
identify its swot analysis.
TASK 1
Part 1 Current experiential offering
Port Adelaide is a name of region which is approx. 14 kilometres away from Adelaide
CBD. There are some key elements which offers current scenario. This is the historical place
with beautiful waterside heritage area with lighthouse, dolphins cruises, galleries, café, museums
and pubs. Port Adelaide had formed a “sweet pot” around the area which include aspects of all
four realms of an experience. There are various event which is host in Port Adelaide over the
year, there are endless entertainment for in the region over all the time in year. The galleries,
museums, lighthouse, dolphin cruises are an educational place especially for learning about the
heritage as well as aesthetic, entertainment and escapist. There are four Realms of experiential
which are stated below:
 Education- Port Adelaide use education realms factor that assist in visiting art gallery,
shopping centres, resorts and spa experience for the visitors. These activity need active
observation because of the interaction of the body with the environment of port Adelaide.
 Entertainment- This factor assist in attending events and provides tour to the tourist. Port
Adelaide improve entertainment tourism for providing different events and functions to
their visitors and attracts them.
 Aesthetic- Port Adelaide need to improves their Aesthetic realms for provide some
activities to their tourists. It includes hiking or walking trails, shows culture and historical
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sites, national and state park. These activity can be categorised as active immersion
because tourist enjoy in these destination.
 Escapist- This realms experience is greater disappearance and engaged. It is necessary for
port Adelaide city to offer limited resources for the involvement in each activity. It need
to improve in these days.
Port Adelaide is situated at Northwest of Adelaide which is along the waterside and it is
famous for seafood. There are 442 business in City of PAE and about 119 of those business play
an important role in the key tourism experiences in the region. This type of business provides
many services to their tourists such as comfortable accommodation, bars & restaurants and cafes.
Their restaurants are also famous for seafood. The port city offers different prices rate to attracts
more customers in the target market. The business provide quality products which includes
special food items, cuisines, dishes, seafood, Australian food, fast food and many more other
types of foods which were liked by their customers.
Destination image
The Port Adelaide has a strong destination image on historical, seaside and seafood. It is
well known for old building and cultural areas that attracts people who want to see the place
where time stands still. This place is the most outstanding historic centre in South Australia,
there are large amount of building illustrating late 19th and earlier 20th century architecture. It has
three historic museums which allow traveller to learn about South Australia history during their
visited. The historical image has help Port Adelaide continually convey new visitors, and there
are many restaurants, café, accommodation and pubs had developed to support the tourism
development within the region. Also Port Adelaide are gain lower income in their tourists, this is
due to the season restrict on their offering products.
In this region, customers attracts with their historic places and cultural activities. It is
important to manage and control their tourist for the port. In this area tourist consume different
types of food items which are provided by local people of the Port Adelaide.
Market research material
City of PAE host various events which is important for economic and community
development. They give an opportunity to attracts visitors and community in number of
different interest area. Port Adelaide has strong and proud history on hosting an events and
festivals or establish new festival and events. There are various regional events which is
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important to their local and state tourism. Such as The port Festival, Semaphore street fair,
Semaphore kite fair, Semaphore Greek fair,Port Fringe, Markets, SALA, NYE and Australia day
fireworks and community events. And also Port Adelaide provide entertainment venue for their
local tourist such as The Port Club, Adelaide Superdrome, Golf clubs, Hockey arena, Gepps
Cross, Mainline drive-in Cinema, Sunnybrae function centre. There are some events and festivals
which are host by Port Adelaide region.
(Source: Tourist graph, 2017)
The graph shows the international and domestic visitors who stay in the city. In 2008, the
visitors value are 2,00,000 and in 2016 it increases by 4,50,000 which enhance their profitability.
The destination has a very clear picture which shows their famous places, cafes, restaurants, bars
and accommodation which attracts tourists.
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Illustration 1: Tourist graph, 2017

This is the table which shows Port Adelaide target customers and markets.
Young couples No children Families with school age
children
Older couple no children
 23- 48
 Higher level, double
income
 Married or engaged
 Live in Adelaide,
Melbourne and
Sydney.
 Parents 33-55, kids 5-
10
 Income 120000-
240000
 Married
 Live in Urban centres,
Adelaide, Sydney and
regional centres in SA
 Couples, children are
older and not travelling
with them
 Double income
110000-240000
 Married
 Live in Adelaide, urban
areas, Sydney.
The business provides suitable profit which match to the current scenario of the tourist
sector. This is necessary to provides facility which help to attracts more and more tourist towards
port food items or excellent services. They offer different types of products or services which
evaluate customers choices and preferences.
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(Source: Port Adelaide Heritage pub trail, 2017)
This is the Port Adelaide Heritage pub trail location which is established in 1856 and
each pub trail is bold in history. The hospitality offers great heritage pub trail to the tourist.
The website of port Adelaide city shows information about latest news. It includes upgrades
playground for people, thief are attack to port Adelaide city, The city plan of 2030 are involved
Economy, community, environment, place making and leadership which assist in improving
plans of Adelaide. In this area, there are various hotels and restaurants are established such as
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Illustration 1: Port Adelaide Heritage pub trail, 2017

British hotel, Birkenhead Riverview Tavern, Dockside Tavern, First Commercial Inn,
Newmarket hotel, Port Anchor Hotel and Port Dock Brewery Hotel.
(Source: Port Adelaide heritage building, 2017)
This Boucher shows that heritage building trust of Port Adelaide which attracts many
visitors who interested to see the cultural and historical place. Professor Robert Morris Nunn will
join with expert panel and discuss on some approach which protective heritage building and
restructure old building to cause of new demand.
Swot Analysis
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Illustration 2: Heritage building of Port Adelaide, 2017

The swot analysis identifies business strengths, weaknesses, opportunities and threats
(Hung and Law, 2011). The swot analysis of Port Adelaide is discussed as under:
Strength  Port Adelaide provides high latent demand for experiences relating
to the
Cycling/Walking, beautiful nature, beach, dining Out and
Family activities.
 The region established Arts and Culture experiences for their
customers
 They host events or festivals drawing visitors from outside
the region
 Booming arts culture
Weakness  Lack of vision for the City of PAE which plays in
dynamic demand of the City vs provision of visitor
information services
 They have lack of cooperative marketing within the local
tourism industry
 Lack of knowing the City of PAE’s tourism brand
 Port Adelaide have lack of large scale business events venues
 This region have lack of large scale accommodation offerings to the
tourists.
 Lack of strategic position and assets of
communication experts to encourage a positive and
desired destination perception to stand apart from
competitors and pursue cross regional opportunities
Opportunities  The port promote cooperative marketing activities at local and
western
Adelaide region areas.
 They attract private and public investment companies to develop
new and improve present tourism infrastructure.
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 Port Adelaide Improves car parking availability and pricing
 They provide better transport connecting key tourism assets in Port
Adelaide region
 Should grow and align events to key tourism customer profiles
Threats  Port face competition from other regions in SA and interstate
around the region experiences
 All mainland southern state cities in Australia have
great beaches and many have dolphins also
 They have limited support available for product development
This analysis shows marketing scanning which help to identify current and future
position of business. The marketing strategies should be adopted to evaluate some products or
services in an effective manner. It includes current positioning of Port Adelaide and place which
attract more tourist. The business serves their services or food item which are pay attention
towards region (Kimbu, 2011). The company should analyse different techniques and
technologies which help to train their workers or employees that enhance skills and knowledge.
Current positioning of company is to target new market which help to achieve goals and
objectives and it help to make efforts. Port Adelaide serve quality services or products that
attracts tourists. There are some different places where tourists such as local, interstate and
international.
New marketing strategy
Marketing strategy helps to develop plans or policies to achieve goals and objectives of
an organisation. It helps to focus on limited resources which increase number of customers
towards their products. The marketing strategies can analyse current and future needs and wants
of customers.
 Product- The product is main element of every organisation. Port Adelaide should check
that they provide quality products to their tourists who stay in their region. They need to
change specific location where all potential customers get attracted towards their
products or services. The business should target market and customers by segmenting
areas or categories. Marketing strategies helps to develop new products or services which
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attracts large number of customers from local areas, interstate and international region
(Leung and et. al., 2013).
Marketing strategy identify the importance of tourism within planning framework of Port
Adelaide. It assist in recognise the priority area and actions which increase tourist expenditure
and employment. This table shows the actions should be taken for the city of PAE are as under:
Economy  Port Adelaide should encourage investment to the region
 Provide diversity of business opportunities
 Make diversity of employment opportunities
Community  This city support the community for welfare
 They provides opportunities for cultural interaction
 Modify a number of volunteering opportunities
Environment  Port Adelaide promote nature based tourism opportunities
 City provides vehicle for environmental awareness
Placemaking  Brings people and culture together
 Make strong sense of community
 Utilise space and areas that are currently underutilised
Leadership  Create tourism champions and leaders
 Developing new skill and opportunities for people who looks in
the tourism sector
 Port Adelaide provides facilities to the local tourism sector
Target markets
The Port Adelaide segmenting the target market that help to attracts more customers that
includes age, gender, caste etc. The market should be segmented in different areas such as city,
prime location, main areas etc. The business expands their services or promote different types of
products in different locations (Mason and Paggiaro, 2012). They provide products to potential
visitors who requires services in best manner.
Port Adelaide city target youngsters and family groups who are interested in travelling
from one place to another. The visitors who are enjoy to see the cultural and historical sites, the
region improves in their Aesthetic factor which assist in attracting these type of people. Family
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members are easily attracted with specific place such as hiking areas, national and state parks.
The region target youngsters, families and old couples. They attracts with historical and cultural
places and enjoy at adventures places. Family groups are more interested in travel in adventure
areas, young couples motivation for travel to relax and enjoy quality time with their partners and
old couple interested to see the historic museums and cultural places.
(Source: Visitors graph, 2017)
The visitors graph shows that international tourist percentage is 21% in south/ Australia
and in port Adelaide it is 35%. The domestic visitors are 21%-70% in south/Australia and port
Adelaide city there are 35%-70%. Domestic day trip visitors are 70%-100% in port Adelaide city
and south/Australia.
The transformation of historical culture of Port Adelaide can be converted into
residential, technical and tourist places which are famous for their structure and infrastructure.
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Illustration 3: Visitors graph, 2017

They will develop approx. 23 hectors of waterfront land (Leung and et. al., 2013). There unique
part is that this region developed outdoor cinema that attracts tourists and also, they are
manufacture old marine and Harbours building which is culture structure to their local people.
The infrastructure development is necessary because it generates approx. 280 million to the Port
Adelaide. Their location need to update for visitors and also required redevelopment to all these
areas. The national headquarter can be reconstructed to attracts outside visitors and enhance their
profitability.
Port Adelaide region has tough competition with Port Lincoln city because they also
established seafood and fishing industry. At the edge of this city there were many water island
and coves. In Adelaide there are many old building and museums which attracts visitors. The
uniqueness of this city is that tourist spend their lot of time with antique books, magazines, food
and art because in weekends because sprawling industry open door to their common public. Port
Adelaide establish arts and culture experience for the visitors. They organise events or festivals
which provides growth and development. The region get free tickets for entry in community
events or festivals. The city hire well knowledgeable and friendly visitor servicemen at Port
Adelaide visitor information centre.
The Port Adelaide develop complex and retail stores which attracts so many tourists that
provides growth and development to the region in an effective manner. Port Adelaide structure
gain attention of visitors which help them to progress and develop basic construction of
buildings, places and locations (Moutinho, 2011). Their services or facilities are unique to the
competitors which attracts large number of visitors towards that region in an effective manner.
Port Adelaide provides support to their workers and they have 250 jobs in direct and indirect
way. They have approx. 90 employees who promote their businesses that are part of marketing
team. So, this business faces tough competitors in the market place and attracts large number of
tourists by organise events in their hospitality sector.
Port Adelaide host “The South Australian Plan 2020” in the Australia. This plan is fully
focused on achieving the south Australian sectors full potential which will generate addition jobs
in the south Australian economy. There are various visitors who come in south Australian
together to see friends or relative, holidays, meetings, conferences, seminars and festivals or
events and they are acknowledge in this plan.
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The current situation of Port Adelaide tourism directly employs 31000 south Australians.
Employment spread across the region and it cover all regions and consuming goods or services
from each part of economy. This tourism employment figure increased by 54000 in south
Australian economy. Some of the key factors which affecting the south Australian tourism
industry through 2020 plan:
 Enhanced utilisation of digital and social media
 Rise in visitation especially from Asia
 Slow the outbound visitors growth
 This movement in the Australian dollar
The priority action area which are highlighted for providing growth. The business and
industry sector will focus on identifying theses priorities areas, The areas includes dynamic
demand, enhance identification of value of tourism and usage of various events for attracting
visitors. In the plan of 2020, the events or festival help in grow awareness of south Australian to
attract people. South Australian is well known that its active events and festivals calendar. While
they grew the size of their events or festivals that assist in encouraging visitors to stay longer and
leads to get visitor expenditure in south Australian and help to create repeat visitation.
An experiential marketing is process which help to organise unique events, functions,
activities which attracts large number of visitors in direct or indirectly manner. The region
invites tourists and coordinate their workers to serve services in an effectively and efficiently.
Experiential marketing is the strategies which observe potential consumer who wants unique
products or services. They mainly focus on the services which they offer to them. The strategies
help to plans events and functions which are necessary to develop workers strengths and
eliminate weak points. This marketing strategy allow the visitors to try the specific products and
make opinion to buy that or not which provides experience. Port Adelaide use this experiential
marketing strategy which help to pay customers attention and fixed product image in the mind of
them. The four experiential realms of Pine and Gilmore (1998) are describe as under:
 Education- This realm assist in promoting the place of Port Adelaide by promoting
museums and historical building. The city use this realm for attracting many tourists
towards old building and show museums.
 Entertainment- Experiential realm directly link with shopping centre trends which help
in increasing competitive advantage through offering entertainment to the visitors. It is
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important for Port Adelaide city to entertain their tourist for organising special events
and activities with the help of promotional strategy.
 Aesthetic- In this realm the Port Adelaide promote hiking or walking trails, shows
cultural and historical sites, national and state park to the tourists. The main focus of this
city is to attracts large number of tourist towards historical parks and hills.
 Escapist- Port Adelaide city offers limited resources to visitors for the involvement in
each activity. The region promote their places with the help of these realms which will
provide few resources to the public.
Experiential marketing provides direct products which help to use the services better in
the hospitality. This type of marketing encourages and promote their business activities and
functions towards their customers in an effective manner. It helps to attracts more visitors who
are stay in their hospitality sector and enjoy the products or services of Port Adelaide region
(Leitao and Manners, 2013). They need to advertise or promote marketing strategies which are
provided to increase profitability. This hospitality sector targets the visitors to attracts towards
products or services. It provides promotional events which help to enhance progress and develop
activities and functions to staff members. The company can create events to produce some
unique type of activities which make interest in the mind of workers.
CONCLUSION
As per above mentioned report it can be concluded that marketing is essential to promote
tourism, events and hospitality industry. In this research, Port Adelaide is a region where
different attractive destinations are being developed which will be offered to the visitors in
different ways. There are four experiential realms which provide direct link with marketing of
Port Adelaide region. The realms include Education, Entertainment, Aesthetic and Escapist. The
image of this region analyses marketing material that help to promote their place such as
websites, newspaper, YouTube videos etc. SWOT analysis identifies business strength,
weaknesses, opportunities and threats in an effective manner. Promotion help to attracts visitors
towards products or services. The hospitality industry targets the market or tourists to provides
events activities. So, Port Adelaide operate marketing strategies by different methods.
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REFERENCES
Books and Journals
Barros, C. P., Butler, R. and Correia, A., 2010. The length of stay of golf tourism: A survival
analysis. Tourism Management. 31(1). pp.13-21.
Brennan, L. and Owende, P., 2010. Biofuels from micro algae—a review of technologies for
production, processing, and extractions of biofuels and co-products. Renewable and
sustainable energy reviews. 14(2). pp.557-577.
Hall, C. M., 2010. Crisis events in tourism: subjects of crisis in tourism. Current issues in
Tourism. 13(5). pp.401-417.
Hung, K. and Law, R., 2011. An overview of Internet-based surveys in hospitality and tourism
journals. Tourism Management. 32(4). pp.717-724.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management. 26(5). pp.727-750.
Leung, D., and et. al., 2013. Social media in tourism and hospitality: A literature review. Journal
of Travel & Tourism Marketing. 30(1-2). pp.3-22.
Mason, M. C. and Paggiaro, A., 2012. Investigating the role of festival scape in culinary tourism:
The case of food and wine events. Tourism management. 33(6). pp.1329-1336.
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Tresidder, R. and Hirst, C., 2012. Marketing in food, hospitality, tourism and events: a critical
approach. Good fellows Publishers.
Self, R. M., Self, D. R. and Bell-Haynes, J., 2010. Marketing tourism in the Galapagos Islands:
Ecotourism or greenwashing? The international business & economics research journal.
9(6). p.111.
Kimbu, A. N., 2011. The challenges of marketing tourism destinations in the Central African
subregion: the Cameroon example. International Journal of Tourism Research. 13(4).
pp.324-336.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3). pp.211-239.
Online
Port Adelaide economical condition. 2017. Available Through:
<http://www.afr.com/news/policy/port-adelaide-one-focus-for-sa-economic-renewal-
20150715-gicsnc>. [Accessed on 31st August 2017].
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Port Adelaide master plan revealed: New town houses, shops, cafes, cinema on the waterfront.
2017. Available Through:
<http://www.adelaidenow.com.au/news/south-australia/port-adelaide-master-plan-
revealed-new-townhouses-shops-cafes-cinema-on-the-waterfront/news-story>.
[Accessed on 31st August 2017].
City of Port Adelaide Enfield. 2017. [Online] Available Through:
<http://economy.id.com.au/port-adelaide-enfield/tourism-visitor-summary>.
[Accessed on 31st August 2017].
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