MARKETING. Marketing Name of the Student Name of the Un

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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The importance of the tourism in the modern business is observed to be notably high.
The tourism industry is seen to have a rapid expansion with the new organizations entering
the market. The significant growth of the mentioned industry is one of the fundamental
factors that trigger the organizations to enter the market and conduct their business
procedures with an attempt to improve the financial stability of the organizations (McManus,
2013). Apart from this, the benefits that the tourism introduces to a particular society in the
form of the employment, economic development, societal development or the improvement
in the infrastructure play a crucial role in favour of the organizations in achieving the tax
relaxation or the land lease from the part of the governments which influences the business
organizations to enter new market (Webster & Ivanov, 2014). The paper is focused in the
elaboration of the case of Brisbane international cruise terminal. In addition to this, the paper
analyses the positives and the negatives that the chosen case have on the community well-
being. Apart from this, the paper identifies the factors that are leading to the positive and the
negative impacts of the mentioned case. Along with that, the paper includes some important
suggestions for the sustainable improvement in the specific location. Apart from this, the
paper provides an overview of the lessons that are learnt from the chosen case.
Identification of the impacts:
The chosen case covers the construction of the new Brisbane International Cruise
Terminal that is being built in Queensland, Australia. The construction of the terminal was a
solution to the concerns of the expansion of the 62% of the cruise ships that are operating in
the Australian market (Portbris.com.au, 2019). It is expected that the mentioned percentage of
the cruise ships will have an expansion in the length by 270m by the year 2020
(Portbris.com.au, 2019). Apart from this, the urge of the government in improving the
infrastructure to accommodate the largest cruise ships is seen to be an influential factor in the
development of the new terminal. As a result, the government initiated the construction in the

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mid-year of 2018 which is scheduled to be completed in the year 2020 (Portbris.com.au,
2019). The mentioned project is currently carried out by the Port of Brisbane with an
estimated investment of 158 million Australian dollars (Portbris.com.au, 2019).
Positives:
The completion of the project will make sure that it be the gateway of the south east
along with that, it offers the regional and the tourism opportunities. The terminal will be
significant for the government in developing the society and the infrastructure of the Brisbane
in terms of conducing improved business. The mobility inside the port premises will be
significantly improved with the addition of the two air bridges which are seen to be important
part of the project. As a result, the speed in the business conduction will increase (London &
Lohmann, 2014).
The mentioned project has the potential to satisfy the much discussed need of the
tourism infrastructure of Brisbane. The project will be significant for the increment in the
tourism activities in Brisbane and along with that, the increment in the tourism activities will
enable the government to develop the infrastructure of the city and along with that, the
increased tourist activities will help the government to improve the rate of employment in the
region. The scope of developing the society with the completion of the project is pretty
evident with the fact that the project will provide 245 number of new jobs during the
construction and adding to that, the project has the potential to offer 49 operational jobs per
year over the next 20 years (Portbris.com.au, 2019). The numbers of the employment is
expected to rise with the increment in the business conduction in the region through the new
terminal.
Considering the economic aspect, the mentioned project has the potential to contribute
1.3 billion US dollars to the economy of Queensland (Portbris.com.au, 2019). In addition to

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this, the project is expected to use the undeveloped and under-utilised land and that provides
the opportunity for a significant economic development in the region.
Negatives:
The detrimental impacts of the project is seen to be notably limited. As the project
offers considerable number of benefits in the economic and societal aspect, the much required
backing from the part of the government is significantly present in the completion of the
project. However, the government and the parties associated with the construction of the new
terminals are concerned regarding the impact of the project on the environment of the
neighbouring areas. The construction work has the potential to affect environmental stability
of the region. With the increment in the intensity of the construction work for meeting the
deadline of the project, the green environment of the region is expected to face a significant
impact in maintaining the stability (Eledi & Kuusaana, 2014). On the other hand, the
completion of the project will increase business activities through the port and that has the
potential to affect the normalcy in the ecological balance of the region.
Analysis of the factors and processes that contribute to these impacts:
(Information Courtesy: Atrf.info, 2019)

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(Information Courtesy: Atrf.info, 2019)
From the above mentioned information, it is pretty visible that the nation, Australia is
experiencing significant amount of the tourism activities over the years. Comparing to the
other nations in the cruise tourism, the selected nation is placed at 54.2 in the cruise pax/
1000 population index (Atrf.info, 2019). With the above mentioned rate, the nation is above
the countries such as China, USA or Germany and this supports the business conduction that
the mentioned nation is experiencing and along with that, the above mentioned statistics is
significant in stating the popularity of the selected nation as a perfect destination for the
cruise tourism. In the index of International cruise tourism, the mentioned nation is seen to
top the chart which defines the increasing consumption of the customers in the cruise tourism
of the mentioned nation (Atrf.info, 2019).
The above mentioned factors are significant in supporting the claim of the economic
development of the region through the increased tourism activities. The infrastructural
development that the mentioned project is capable of offering, will be significant in triggering

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the improved tourism activities. The improvement in the infrastructural facilities will attract
the customers in a significant manner as the incorporation of the modern facilities will
provide them the scope of experiencing the impact of the improved facilities (Rajesh, 2013).
This will be significant in improving the experience of the customers and in generating
increased customer satisfaction.
On the other hand, one of the significant positive that the mentioned case provides to
the destination community well-being is the scope of increased employment. It is pretty
evident that the construction of such important and large scale infrastructural development
involves significant amount of human efforts. Many of the organizations responsible for the
construction works are seen to prefer the local labours or the employees for the conduction of
the construction work rather than outpouring the employees owing to the benefit of reduced
labour costs (Sparer & Dennerlein, 2013). Under such situation, the organizations concentrate
on the local labours for the projects. Hence it is pretty evident that the new project provide
will provide notable amount of opportunity to the employees or the people of the local
regions for the construction work. Other than the construction work, the new terminal project
provides significant scope of increasing the tourism activities in the nation. It is visible that
the new terminal project will provide the sufficient infrastructure to the government for
increasing their activities towards the achievement of the larger number of customers
(Rajesh, 2013). The increment in the tourism activities which results in the increased number
of customers will be possible with the development of the resources in terms of the
infrastructure and in terms of the human efforts as well. Hence the case is pretty significant in
stating the requirements of the increased number of employees responsible for the conduction
of the operations of the tourism industry.
Apart from this, the completion of the project is scheduled in the year 2020 which
states the urgency associated with the construction operations for the project. As a result, the

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intensity of the construction operations from the part of relevant authorities is seen to be
crucial. The intense constructional operations in the mentioned region can damage the green
environment of the region with the excessive usage of the raw materials. The constructional
work is expected to have a detrimental impact on the air in the form of air pollution. At the
same time, the increment in the intensity of the construction works has the potential to
increase the noise pollution. Apart from this, the desired objective of the project that is the
increased business activities which includes both the tourism and the normal business of the
logistics, have the potential to affect the normal life style of the underwater creatures
(Gallardo & Aldridge, 2013). Considering the logistics and the petroleum or oil supply
operations, the leakage of the barrels or the contamination of the oil into the water of the
oceans has significant amount of detrimental impact on the survival of the underwater
creatures. As the environment is one of the important aspect of the community, the decline in
the quality of the environment will have significant consequences for the people and the
society.
Suggestions:
With a precise focus on the responsibilities of the destination managers, the
suggestion for the sustainable improvement in short terms basis will be the conduction of the
increased marketing and the promotional campaigns from the part of the managing authority
for introducing the infrastructure to the existing and the probable customers of the
organization. The increased marketing activities from the part of the government will be of
great significance in making sure that they be able to attract larger number of customers and
improve the tourism operations. The government or the managing authority is in need to
increase their promotional activities through the various social media platforms along with
the business networks. Apart from that, the managing authority of the new terminal is

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expected to conduct offline promotional activities so that the facilities of the new terminal is
promoted to the customers in a better manner.
Considering the operational excellence that the new project will be able to incorporate
to the business operations of the organizations operating in the associated industries, the
managing authority of the new terminal is in need to improve the tax structure of the port.
The authority is expected to restructure their business policy with a precise focus on the
formation of the new regulations which holds the necessary adjustments for the increment in
the tax.
Overview of the lessons:
From the case, it is pretty visible that the tourism industry in Australia is notably
expanding. With an inclusion of a range of new organizations into the industry, the business
activities in the Australian tourism industry is able to achieve a rapid increment. From the
case and the necessary readings, it is understandable that the importance of the destination
management and the relevant mangers in the modern tourism industry is increasing in a
significant manner.
The readings are significant in measuring importance of the marketing of the tourism
destinations and adding to that, the effective knowledge regarding the various channels of the
marketing is seen to be of great significance in understanding the techniques for attracting the
customers (Webster & Ivanov, 2014). Apart from the marketing and the promotional
campaigns, the responsibilities of the destination managers regarding the creation of the
sustainable business environment is significantly important. The readings are significant in
stating the fact that the creation of the effective policy, legislation, regulations along with the
tax structure are crucial responsibilities for the managers of the organization.

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On the other hand, the readings are significant in confirming the impact of the
infrastructural development of the ports on the improvement of the tourism and the other
business operations such as the logistics. The mentioned case provides the significant idea of
the impact that the infrastructural development has over the increment in the tourism
activities along with the improvement in the business conduction. Adding to this, the new
project and the analysis of the impact of it are significant in stating contribution of the
infrastructural development on the community well-being and the improvement of the
lifestyle of the people of the region.

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References:
Atrf.info (2019). The Demand and Economic, Environmental & Social Impacts of Australian
Cruise Tourism [Online]. Available at:
https://atrf.info/papers/2018/files/ATRF2018_paper_54.pdf
Eledi, J. A., & Kuusaana, E. D. (2014). Uncontrolled urbanisation in Ghana: a concern for
food systems in the Wa Municipality. Journal of Sustainable Development Studies,
6(2).
Gallardo, B., & Aldridge, D. C. (2013). The ‘dirty dozen’: socio‐economic factors amplify
the invasion potential of 12 high‐risk aquatic invasive species in Great Britain and
Ireland. Journal of Applied Ecology, 50(3), 757-766.
London, W. R., & Lohmann, G. (2014). Power in the context of cruise destination
stakeholders’ interrelationships. Research in Transportation Business & Management,
13, 24-35.
McManus, L. (2013). Customer accounting and marketing performance measures in the hotel
industry: Evidence from Australia. International Journal of Hospitality Management,
33, 140-152.
Portbris.com.au (2019). Brisbane International Cruise Terminal [Online] Available at:
https://www.portbris.com.au/cruise/
Rajesh, R. (2013). Impact of tourist perceptions, destination image and tourist satisfaction on
destination loyalty: a conceptual model. PASOS. Revista de Turismo y Patrimonio
Cultural, 11(3).
Sparer, E. H., & Dennerlein, J. T. (2013). Determining safety inspection thresholds for
employee incentives programs on construction sites. Safety science, 51(1), 77-84.

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Webster, C., & Ivanov, S. (2014). Transforming competitiveness into economic benefits:
Does tourism stimulate economic growth in more competitive destinations?. Tourism
Management, 40, 137-140.