Sustainable Beverage for Tourism Industry

This assignment tasks you with developing a new beverage product specifically designed to support the tourism industry of a region. A key focus is ensuring the beverage's development aligns with the principles of sustainability, particularly in relation to the Great Barrier Reef—a significant natural heritage site. The assignment emphasizes the importance of leveraging past data and research regarding the reef's condition for effective decision-making.

Running head: INTERNATIONAL TOURISM
International Tourism
Name of the Student
Name of the University
Author Notes

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Table of Contents
Introduction and Brief History of the Chosen tourism destination and Findings............................2
Ways to Improve the Tourist Destination (Marketing Plan)...........................................................4
Introduction of new Product............................................................................................................9
Recommendations for Sustainability of the Tourism Department..................................................9
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................12

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Introduction and Brief History of the Chosen tourism destination and Findings
One of the most popular destinations in Australia is the Great Barrier Reef, which is
located in the coastal region of Queensland. It is a 2300 km long natural ecosystem which is the
largest coral reef system in the world. Due to its natural significance, this region is the source of
diverse range of tourism operation. The destination offers a wide range of tourism adventure
sports for the visitors, which include Scuba Diving, snorkeling, Helicopter and aircraft ride, bare
boat travel, submarine ride and cruise ship.
The tourism of the region is controlled by the Great Barrier Reef Marine Park authority,
which also have the licence to operate and provide permission to the tourists for visiting the
place. Since the year 1950, the tourism industry in the Great Barrier Reef has been able to attract
millions of global tourists. It is currently one of the World Heritage site due to its natural
significance. Report has been published by Queensland tourist development board, which
reported visit of near about 5000 tourists (Authority, 2014).
In the later period, after the incorporation of Technology and worldwide increasing
popularity of adventure sports tourism, the popularity of Great Barrier Reef has increased to a
great extent. The total number of tourism companies that are associated with business
development of Great Barrier Reef national park has also increased rapidly. In the year 1968
there were just 12 companies associated with the tourism business. However after 2000, the total
number of Companies associated with the tourism industry of great period National Park had
increased to 800. Since early 1980s, the total numbers of visitors have also increased rapidly. In

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the current period, it is estimated that nearly 1.6 million tourist visit the destination from all over
the globe ("Great Barrier Reef | australia.gov.au", 2017).
In terms of financial income, the total revenue earned from the tourism industry of Great
Barrier Reef is calculated to be over 650 million dollar (Shafer & Inglis, 2000). The Carnis city
is the largest attractive place of the national park, which accounts for nearly 75% of the total
tourists. The place also has a record of attracting the highest number of foreign tourists in
Australia. It is believed that nearly 40% of the entire tourists that visit in Great Barrier Reef are
from foreign Nations. This is the major cause of tourism development of the region ("Great
Barrier Reef | australia.gov.au", 2017).
The aim of the current report is to analyse the ways that can be implemented in order to
improve the tourism development market for Great Barrier Reef National Park. The study will
mainly highlight up on the accommodation business that are associated with the chosen tourist
destination of Australia that is meant for all the tourists of Australia. Proper marketing plan will
be developed that will help to maintain the economic growth of the tourism industry. Some other
suggestions will be provided, which will help to maintain sustainability in the chosen tourist
destination. It is important to mention that sustainability is an important aspect of Great Barrier
Reef as it has use significance to maintain the ecological balance of the marine Lifestyle
environment. Due to the increase in human activity and pressure of tourism industry, The Great
Barrier Reef is feared to be on the verge of destruction. It is important for every company
associated with the tourism business of Great Barrier Reef to implement proper sustainable
measure to ensure minimum loss of natural resource.

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Ways to Improve the Tourist Destination (Marketing Plan)
Due to the natural significance of Great Barrier Reef national park, it has been one of the
favourite destinations of tourism for all Australians throughout several years. According to the
report of tourism department in Australia the natural beauty of the place is enough to attract all
types of adventure sports lover in Australia. In order to improve the tourism industry associated
with great barrier National Park, it is important to ensure that that the park is one of the attractive
tourist destinations for all Australians.
Accommodation in hospitality industry is a major part of the tourism that are associated
with Great Barrier Reef. The tourism department of the region have set up partnership with all
major hotels and resorts to ensure convenience for all Australians, who are visiting the place all
over the year. Many of the hotels in the region are located near to the beach which gives a natural
experience to all the tourists. The hotel industry of the region is also aiming to promote eco-
friendly tourism. This is mainly due to the fact that protection of the natural heritage sites is a
prior importance for all tourists across Australia.
Currently most of the hotels and resorts, which are associated with the tourism business
in Great Barrier Reef, are located along the coastline of Queensland, which are ideal for all
people from all over Australia to spend lovely and luxury weekend with families and friends. In
order to improve the business of the hotel and resorts, which are associated with the Tourism
destination region of Great Barrier Reef, it is important to conduct an effective marketing plan
(Esparon et al., 2015).

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It is important for the hotels and resorts in the Great Barrier Reef regions to introduce
new forms of service, which will help in the promotion of the place. For conducting the market
plan, it is important to analyse the external business environment that are associated with the
tourism industry of the respective destination. The marketing tool of SWOT analysis can be
implicated, which will help the hospitality industry of the Destination to implement new
strategies in marketing plan, which will aim to promote the tourism industry and business of the
respective place.
For the Great Barrier National Park, the biggest strength is due to the fact that it is one of
the major world natural Heritage site and is capable of attracting all types of people from all over
Australia due to its natural beauty. Various types of adventure sports, which are associated with
the tour programme, can also help to attract all the adventure lovers. The ecological experts of
the region have also predicted huge growth for the tourism industry in the future and will be the
cause of major attractions for all types of tourism lovers. The hospitality industry can also offer
wide range of tourism activities for all type of Australian tourists.
The inability of the tourism department of the respective destination to promote the place
as a major place for spending holiday with families is considered to be one of the major weak
points. The hospitality industry of the region has not yet been able to introduce all forms of
adventure sports, which can be a major source of attraction for all adventure lovers in Australia.
The adventure sports lover contently does not great opportunity to enjoy the adventure sports
from the service provided by hospitality industry. All the major attractions that are related to
tourism in Great Barrier Reef are only restricted to the options in the actions during the daytime,
which can be a cause of major, disappointment for all tourists in Australia, who prefer enjoyment
during night (Farr et al., 2014).

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The prediction made by the Australian government and Adventures sports tourism
department about the huge future growth of tourism industry in Great Barrier Reef is the major
opportunity for the hotels and resorts located in the region. The destination also has the
opportunity to promote the place as a major source of attraction for all types of tourism lovers
(Doherty et al., 2015). The hospitality industry also has the opportunity to offer various types of
tour programme, which will vary from short weekend trips to long duration trips. With the
introduction of new forms of Technology in the tourism department, it is also possible for the
hospitality industry to offer new types of adventure tourism, which will help to attract more
number of Australian tourists.
On the other hand, the major threat to the tourism department of Great Barrier Reef is due
to the fact that the recent activities of environmental degradation and global warming have
caused major harm to the place. The growing concern across environmentalist related to the
conservation of the destination, can be a major cause of concern for all tourism department
industry associated with the region (Stoeckl et al., 2014). There is also the fact that in order to
conserve the tourism department, the Government of Australia can limit the visit of total number
of tourists, which will ensure maximum protection of the natural Heritage site from human
activities. This is due to the fact that according to the latest report the huge burden of the tourism
industry is one of the major causes of loss of ecological balance in Great Barrier Reef (Becken et
al., 2017). Another major threat that is associated with the tourism and hospitality industry is due
to the fact that there are other cheaper options available for Australian tourists, which can be a
great alternative. The popularity of the tourism industry in Maldives, Fiji islands, Hawaii Island
and Mauritius all of which are famous for coral reefs Beauty can be a source of major concern
for the tourism department in Great Barrier Reef.

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It is important to mention about the fact that the location of the Great Barrier Reef
provides opportunity for the hospitality industry to introduce new forms of tourism service. This
can help all the Australian visitors, to easily plan their tour in the region. With more number of
service options available to the tourists, it will be a great way to promote the business. There are
many remote and small areas within the coastline of Great Barrier Reef national park, which
currently do not have any place of accommodation. It is important for the hospitality industry to
explore those remote areas and implement plan of providing option of accommodation in all
regions located within the cost of Great Barrier Reef. This will allow the hospitality industry to
entertain more number of guests throughout the year, thereby able to increase the revenue.
From the survey that has been conducted by the tourism department in Great Barrier Reef
it has been found that aircraft and helicopter tours is an important part of the Planning program
for Australian tourists (Economics, 2013). It is essential for the hospitality and Hotel industry of
the region to offer the guests this option, which is needed to promote the place. The beautiful
aerial view of the coastline can help to promote the helicopter tours that are offered to the guests.
All the hotels of the region can have their own flying vehicles in the form of helicopters,
pontoons or other flying large sized vehicles, which will help to offer new form of service to the
tourists.
As most of the hotels in the region are located near the beach and coastline of Great
Barrier Reef, we can also introduce the service of bareboat and other forms of beach hiking.
According to the report of tourism department in Australia, this type of beach hiking service for
the Australian tourists is one of the major sources of revenue generation from the respective
destination. Motorised water sports and adventure sports can also be introduced by the

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hospitality industry, which is one of the major sources of attraction for all Australian tourists in
Great Barrier Reef.
One of the major recent report related to the tourism department in Great Barrier Reef
have highlighted up on the major concern, which is due to the environmental degradation in the
local region. This is mainly due to the fact that the hotels and resorts in the coastline of
Queensland are not able to sustain the environmental impact of the local region (Day & Dobbs,
2013). Most of the hotels and resorts in the region are also not currently following the protocols
of environmental safety that is highly necessary to sustain conservation and tourism industry in
the respective destination. In order to improve upon the marketing plan of the hospitality
industry in the respective region, it is important for all the management in all the hotels and
resorts of the region to promote the importance of environmental conservation, which is highly
essential in the context of current threatening ecological condition of Great Barrier Reef national
park. It is important for the hospitality industry to promote the business of ecotourism in Great
Barrier Reef National Park, which is believed to be one of the effective marketing techniques
that can be implemented by the stakeholders of the tourism department. With the help of
marketing plan of ecotourism it is also possible to raise the awareness about importance of
conservation among all Australian tourists in the local region. This will also help to promote the
culture among Australians, thereby ensuring that the place is one of the top important priorities
for all the tourists in Australia.

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Introduction of new Product
Introduction of new product in the tourism department by the hospitality industry is one
of the effective techniques that help to improve upon the business of the local region. Currently
all the hotels and resorts that are located along the coastline of great barrier reef offer a wide
range of food products. It is however also important to introduce new food product line, which
are mostly important for tourists in sea beaches.
New beverage service introduction can help to expand the food product lines that are
currently being offered in the hotels and resorts. Improved form of beverage service can be the
source of major way to better the hospitality care taken towards the guests. Natural ingredients
like fruits and vegetables can be introduced as a part of beverage service that is provided by the
hotels and resorts (Ellis et al., 2017).
Recommendations for Sustainability and substantiate of the new product
From the survey analysis that has been done upon the business performance tourism
department it has been seen that there is growing demand among the customers about
introduction of beverage service for the tourists (Hofman & Hughes, 2017). The current products
that are available with the hospitality industry do not focus on providing better level of customer
service through refreshing beverage drinks. Hence, with the introduction of the beverage service
it is possible to improve the quality of the overall hospitality service of the industry. The natural
drinks that are offered to the guests are an important part of the service that is associated with
that of the food service industry. The beverages also need to have the option of having different
types of flavour, which is necessary to give a refreshing feeling to the guests.

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Before implementation of the marketing plan, it is important to consider about the
validation of the marketing plan. This is highly relevant in the context that it will allow the
stakeholders of the hospitality industry to ensure that the ethical protocols are being followed
within the marketing plan that do not cause any harm to the natural resource of the Great Barrier
Reef.
Conclusion
Including note it can be said that Great Barrier Reef national park is one of the major
source of tourism attraction for people in all parts of Australia. It is one of the major
International tourism attractions for people all across the globe, which is also one of the major
sources of revenue generation for the tourism department in Australia.
The current report has provided valuable suggestions about the elements of marketing
plan that can be incorporated by the hotels and resorts business that are associated in the regions
of the hospitality industry. It is important for the hotels to introduce new forms of tourism
services along with new beverage product that can help to promote and develop the tourism
industry of the local region. However it is also important you considered the fact about the
sustainability of the Great Barrier Reef which is one of the biggest natural Heritage site in the
planet. It is important for the tourism industry to collect important valuable data about the past
records, which is essential in conducting research work.

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Reference
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Becken, S., Stantic, B., Chen, J., Alaei, A. R., & Connolly, R. M. (2017). Monitoring the
environment and human sentiment on the Great Barrier Reef: Assessing the potential of
collective sensing. Journal of Environmental Management, 203, 87-97.
Day, J. C., & Dobbs, K. (2013). Effective governance of a large and complex cross-jurisdictional
marine protected area: Australia's Great Barrier Reef. Marine Policy, 41, 14-24.
Doherty, P. P., Coleman, G. G., Logan, M. M., & MacNeil, M. A. M. (2015, June). Estimates of
the abundance of the spawning stock of Crown-of-Thorns Starfish on the northern Great
Barrier Reef in 2013-14 and reflections on the effectiveness of starfish control. AIMS.
Economics, D. A. (2013). Economic contribution of the Great Barrier Reef.
Ellis, C., Scherrer, P., & Walker, K. (2017). Improving sustainable management of expedition
cruise destinations in Australia: governance and management lessons from the Great
Barrier Reef, the Kimberley and Tasmania. Cruise ship tourism, (Ed. 2), 465-483.
Esparon, M., Stoeckl, N., Farr, M., & Larson, S. (2015). The significance of environmental
values for destination competitiveness and sustainable tourism strategy making: insights
from Australia's Great Barrier Reef World Heritage Area. Journal of Sustainable
Tourism, 23(5), 706-725.
Farr, M., Stoeckl, N., & Beg, R. A. (2014). The non-consumptive (tourism)‘value’of marine
species in the Northern section of the Great Barrier Reef. Marine Policy, 43, 89-103.

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Great Barrier Reef | australia.gov.au. (2017). Australia.gov.au. Retrieved 15 October 2017,
from http://www.australia.gov.au/about-australia/australian-story/great-barrier-reef
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Stoeckl, N., Farr, M., Larson, S., Adams, V. M., Kubiszewski, I., Esparon, M., & Costanza, R.
(2014). A new approach to the problem of overlapping values: A case study in Australia׳
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