Marketing Management for Australian Tourist Industry: A Case Study
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This report focuses on the marketing management strategies used by the Australian Tourist Commission to attract tourists from the UK. It includes market segmentation, targeting, and positioning analysis, as well as the impacts of integrated marketing channels on customer retention and growth.
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Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................8
INTRODUCTION Marketing management refers to find out the best ways or methods to create demand for products in the market by creating awareness and interest among the potential buyers. Marketing management is very important for ensuring optimum marketing tactics to attain profitable competitive benefits to create increased value and interest for customers. This report will be based on a case study of Tourist industry in Australia with the help of an essay based on the study. The following report will also present analysis and identification of target market for Australian Tourist Commission (ATC) and to attract tourists of UK towards their tourist destinations. Moreover it will explain, market segmentation of UK customers or travellers with the help of STP (segmenting, targeting and positioning) by ATC. Moreover, it will explain the impacts of integrated marketing channels impacting the customer retention for long term and enhance growth in different organisational contexts. Further, this report will be discussing about the importance to understand customer needs in order to turn their desires into reality with effective marketing techniques. The focus of the report will be over studying various strategies that are used by Australia in order to market their travel business and targeting potential customers. MAIN BODY The effective target marketing with the help of market segmentation and integrated marketing channelscould be defined as the ways in which an organization tries to focus on different customers across the market. This helps to cover a particular market segment and customer demographic to attract certain customers towards their products or services and increase their interest, loyalty and willingness to create growth in different organizational contexts. Since many years, Australia is considered a legitimate holiday destination for the people across Europe and UK(Köseoglu, King, B. and Yildiz, 2019). It is because of the diversity e in Australia considering travel locations, outing, adventure, rainforest, wildlife, City lifestyle and beaches. It is explaining that the cheap flights and the strength of euro sterling against Australian dollar has resulted in increasing arrivals from Europe, majority of which are from UK. Moreover, 1
UK is among the top three sources of travel visitors to Australia after Japan and New Zealand and travel industry has given a lot to Australian economy. It was explained that inbound tourism is also so and integral export industry for the economy and generates more than quarter million employment across Australia(Ross, 2020). According to the estimations every billion dollar in tourism and export earnings generates about 11,367 jobs in the June 2001 financial year that is expected to grow up to 30.8 billion in 2008-9. In the study, the Australian High Commission has issued just under 40000 working holiday visas to UK market. One of the schemes of working holiday aims to provide and create potentials for young people to holiday in Australia while earning through a job(Brightman, and et. al., 2018). It is a fact that Australia is among the most suitable countries to live and work due to a very little language barriers for the people of UK and availability of visa that provide perfect opportunity for them to work and travel across Australia. With the introduction of visa processing services along with job contacts and advisory services by key trade partners has encouraged travellers to utilize this opportunity. Australia has much leisure that travellers seek for, which becomes an attraction and makes it as one of the world's best tourist destinations. There is an intense competition in the International tourist industry due to the interest or choice of European tourists in short, medium and long haulage destinations. It is a challenge for Australian tourist commission (ATC) to tackle alternative, cheap holiday opportunities on offers that are represented by competitors(Sun, and Drakeman, 2020). The Nations that depend majorly on tourism for their export earnings and employment to its people, 'getting it right' is important for their economic health. Therefore, it is necessary for the marketing managers of travel and tourism industry to have an excellent understanding of their potential customers, to develop strategy that could attract and allure dynamic customer groups towards them. This case study has focus on the strategies that are used by Australian tourist commission to attract customers from various segments of travel and tourism business. Along with it, the focus will be on the strategies that are developed by ATC for attracting young tourists and travellers to Australia. The Australian tourist commission (ATC) ATC is the Australian commission responsible for promoting Australian locations as a business and leisure travel destination which was established in the year 1967 to promote 2
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Australia as an international tourist location. ATC machine promote Australia internationally to create a sustainable advantage for their tourism industry, for benefiting local communities across Australia. Identified two ATC principal objectives are as follows: Attract the maximum number of visitors to Australia from overseas. To maximize the benefits to Australian economy from overseas tourists. There are many services that ATC provide to meet these objectives which are as follows: Helping the tourists and travellers to plan and process their trips to Australia by providing information about the destination. Help businesses internationally to corporate mutually and support tourist Ventures in Australia. It works with various partners to create a strong willingness among tourist to visit Australia and allure adventurous willingness for actual travel destinations. In a dynamic environment where various competitors are exists, an organization is expected to have a clear idea of what is it striving for and where to head(Şengel, And et. al., 2020). This can be done by: defining a clear mission and setting up an action plan based on objectives The objectives also locate targets which become the performance indicators for the actual growth and the predetermined objective that helps to measure the progress(Stončikaitė, 2021). For instance if the target is of 3 million visitors per year, every single of them staying for every 10 days and spending average of thousand dollars with demographics followed by 30 years of age. In terms of marketing segmentation it could be stated that, The ATC does achieve its objective by various means one such means is market segmentation with the help of STP analysis. STP is a strategic tool that helps to segment, target and position their services and products across the market to attract various segment or demographics of customers. It is generally recognised that the marketers cannot develop strategies that is appealing to all the segments of buyers in the market, because a broad sweep to capture all will not work in any market. It is because of dynamic needs, characteristics, norms, ethics, preferences etc. of buyers. Instead of trying to tackle with entire market in abroad, patients need to recognise and 3
identify those market segments that are best suitable for them to raise prospects or customers. This could be done by: understanding the nature attributes and appeal offer their own products or services, evaluating the buying behaviour and interest of their customers and, Understanding the potential size of their market. After that develop strategies for marketing that carefully am set targeted groups of customers within a specific market. This could be done with the use of STP analysis which is described below: In terms ofsegmentation, it could be stated that, ATC has maximized efficiency of its efforts in marketing by understanding the travel market of UK and breaking it into specific market segments which includes: independent adventure seekers aging 25-34 years under primary market Indigent you tourists aging 18-24 years under secondary market. Independent adventurers and leisure seeker aged 45-65 years In terms oftargeting, it could be stated that, An efficient marketing mix targets specific segments and then formulates a specific package for each segment(Berbekova and et. al., 2021). For instance young independent teens are single teenagers who wish to make their own travel arrangements. Many teens in UK are on their drop year and may travel alone or in groups. Young independent groups I want to experience new things for low price products, cheap accommodations, low travel expenses, sporting activities, City for adventure and immerse in front Australian people and their lifestyle. In terms ofpositioning, it could be stated that, Positioning of ATC, uses marketing mix in a unique way by understanding perceptions, thoughts, believes, practices and interests of customers while placing their products in a particular segment of market. Moreover, the product is mainly travel and tourism of Australia and the market includes the travel seekers and open opportunities for young individual tourists across international markets. The positioning statement of Australia in UK seeks to give a unique opportunity for the citizens of UK to experience travel and tourism in UK. The main aim is to develop interactions 4
and activities with the perception 'holiday in Australia offering liberation, open outdoor lifestyle, optimistic attitude of life, security of job, land of natural wonders and virgin open spaces (Beirman, 2021). In terms ofmeeting the needs of young travellers, it could be stated that, The role of marketers is to understand customers’ behaviour towards certain product and introduce them with positive opportunities to fulfil their interest and make it actual reality to visit Australia by understanding their interest and behaviour towards our target group. For instance, Australia is identified as a growth opportunity by long haul travellers of Europe, for individual experiences that cannot be gained by mass tourist destinations of Mediterranean. European travels 6 for noble experiences and adventurous environments amid different cultures. Australia's appeal is strongly developed by people's perception to open, adventurous and outdoor lifestyle by its natural beauty in space. Young traveller seeks for adventure, entertainment, openness, liberal lifestyle, experience, etc. Therefore, Australia provides more challengingand activeelementsfor adventuresnorkelling,surfing,water rafting,bungee jumping, etc. The young individual travels want to immerse themselves in wild experiences and lifestyles by visiting different areas and tourist destinations. Australia is considered a safe holiday destination for individual travellers for first time, providing adventure element that motivates this target market(Butler and et. al., 2021). In terms ofmarketing strategies, it could be stated that, ATC's marketing strategy involves trade marketing to organisations as well as consumer oriented marketing to direct travellers and tourists. It can be explain with the help of an instance, of ATC working with the tour operators (like USIT, STA, Trailfinders), airlines (like Qantas, Singapore Airlines), and many others who seeksto enter into Australian market located in UK. The development of these opportunities produces many customer publications that help to provide information to customers. There are informationsourcesforcustomerslikeannualtravelguides,consumerwebsiteslike australia.com, etc. to keep customers updated. The ATC also participates in trade events and provide continuous newsletters for its travel and tourism industry partner through web aur media communications and corporate websites likewww.atc.australia.com. 5
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In terms ofBrand Australia, it could be stated that, This campaign is launched across markets of Europe that supported branding and positioning process of Australian tourism industry(Allen and et. al., 2020). It utilised various features to communicate customers in order to develop interest and perception about their products to create awareness about various attributes, benefits, values and promises by Australian tourism industry. The brand holiday Australia strategy conveyed: Free-spirited Colorful Optimistic Genuine Open Unpretentious These are linked to tangible product benefits and attributes of Australian tourism industry to provide safe adventure and inspiring feeling a vast Australia. In terms oftargeting young travellers, it could be stated that, Marketing advisor should start with clear target audience in the case is young market, and develop a message that give optimum results and attract them(Verreynne And et. al., 2019). The approach wants to communicate the benefits of Australian tourism for the young tourists and travellers to appeal them. This was done by highlighting young dynamic lifestyle, adventure and sporty, fun and leisure, etc. for young tourist that would be offered by Australia. In terms ofworking holiday visa, it could be stated that, Australia's scheme for working on holiday has promoted international understanding among youngsterstotravelandworksimultaneously.Italsohelpthemtoextendholidaysby supplementing their incomes with works, that became one of the main reasons for adults aging 18 to 30 to seek for travel in Australia. In terms of meeting the objectives, it could be stated that, The richness of Australia has created many opportunities to target young tourist and travel seekers from UK. At certain times the Australian Tourist Commission has received great 6
opportunities for marketing tourist destinations and provides exposure to the people across International markets. By this, Australia was able to increase export earnings from tourism and the people working within the tourism industry. CONCLUSION It can be concluded from the above report that tourism in Australia has grown significantly and have potential elements to market its travel industry e across UK. It had been obtained that, Australian tourist industry could utilize certain approaches and tools such as STP analysis to create demand for their tourist industry. This helps them to identify their market segment and focus on the young individual tourist to enhance the profits of Australian economy. It had also been understood that, the knowing of product and its attribute could help to identify the most suitable customers. Moreover, it had been essential to determine the interests of customers and enhance their participation in tourism sector of Australia. 7
REFERENCES Books and Journals Allen, V. and et. al., 2020. The influence of exogenous variables on the efficiency of Australian accommodation industry: A regional level of analysis using the second-stage DEA fractional regression approach. InCAUTHE 2020: 20: 20 Vision: New Perspectives on the Diversity of Hospitality, Tourism and Events. Council for Australasian Tourism and Hospitality Education (CAUTHE). Beirman, D., 2021.Tourism Crises and Destination Recovery. SAGE. Berbekova, A. and et. al., 2021. A thematic analysis of crisis management in tourism: A theoretical perspective.Tourism Management,86. p.104342. Brightman, L. and et. al., 2018. Cosmetic tourism for breast augmentation: a systematic review.ANZ Journal of Surgery,88(9). pp.842-847. Butler, G. and et. al., 2021. Road mapping recovery from the impacts of multiple crises: framing the role of domestic self-drive tourism in regional South Australia.Journal of Tourism and Cultural Change. pp.1-14. Köseoglu, M. A., King, B. and Yildiz, M., 2019. The global dissemination of scholarly tourism outputs from 1976 to 2016: evidence from Australia.Asia Pacific Journal of Tourism Research,24(5). pp.365-378. Ross, J., 2020. Economic ramifications of the COVID-19 pandemic for higher education: a circuit breaker in Australian universities’ business model?.Higher Education Research & Development,39(7). pp.1351-1356. Şengel, Ü. And et. al., 2020. An assessment on the news about the tourism industry during the COVID-19 pandemic.Journal of Hospitality and Tourism Insights. Stončikaitė, I., 2021. Baby-boomers hitting the road: The paradoxes of the senior leisure tourism.Journal of Tourism and Cultural Change. pp.1-13. Sun, Y. Y. and Drakeman, D., 2020. Measuring the carbon footprint of wine tourism and cellar door sales.Journal of Cleaner Production,266. p.121937. Verreynne, M.L. And et. al., 2019. Innovation diversity and uncertainty in small and medium sized tourism firms.Tourism Management,72. pp.257-269. 8
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