New Plymouth Adventure Tourism Alliance: A Business Proposal

This report presents a comprehensive business proposal for the New Plymouth Adventure Tourism Alliance, focusing on water safety and river activities in New Plymouth, New Zealand. It includes an executive summary, literature review, and a detailed business plan based on the 7Ps of marketing. The literature review explores adventure tourism, its various factors, and the appeal of New Plymouth as a tourist destination. The business plan analyzes the market, identifies customer segments, and addresses key aspects like place, price, product, promotion, physical evidence, process, and people. The report also examines the growth of water activities, customer preferences, and strategies for gaining a competitive advantage. It also discusses how the travel market can be segmented and made flexible for needs and lifestyle of the tourist. The report aims to provide a solid foundation for a successful adventure tourism venture, including detailed market analysis and strategic recommendations for the New Plymouth Adventure Tourism Alliance. This valuable resource is available on Desklib for students seeking insights into business planning and tourism management.

Running head: New Plymouth Adventure Tourism Alliance 1
Business proposal
New Plymouth Adventure Tourism Alliance

New Plymouth Adventure Tourism Alliance2
Executive summary
The distinctive growth of travel industry has enhanced into new way within the tourist
market. Adventure travelling is considered as the growing and young sectors in tourism. The
report has been made to introduce new venture of travel alliance in New Plymouth city which is
situated in New Zealand. The literature review has described the various factors related to
adventure travel. Business plan has been made on the basis of 7Ps which will be facilitated
business to move ahead with better understanding about the place and the interest of people in
adventuring travel.

New Plymouth Adventure Tourism Alliance3
Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Literature review..............................................................................................................................6
Business plan.................................................................................................................................13
Place...........................................................................................................................................14
Price...........................................................................................................................................15
Product.......................................................................................................................................15
Promotion...................................................................................................................................16
Physical evidence.......................................................................................................................17
Process.......................................................................................................................................17
People.........................................................................................................................................17
Conclusion.....................................................................................................................................19
References......................................................................................................................................20

New Plymouth Adventure Tourism Alliance4
Introduction
Adventure tourism has become more popular in the industry of tourism. The adventure can be
the different for other tourists because things that fill up the fear of one tourist may not fill up for
another tourist. An adventure covers the risky activities in which tourist get unusual experience.
New Plymouth is a sunny city which is located in the Taranaki region; it is most popular tourist
destination. It has various attractive places such as black sand surfing beaches and glorious
gardens that attracts tourists towards it. The research proposal is based on the “New Plymouth
Adventure Tourism Alliance: water safety and river activities”. New Plymouth is a sunny
place and river activities would be great adventure for the tourist that can give them a memorable
adventure. The activities should be done in sophisticated manner so that the use of water can be
utilized. Literature review about this topic will demonstrate the various activities in water which
will provide an amazing fun and adventure to tourist. The description about Canoe & Kayak
Tours will be focused in literature review in which the brief description about WaitaraRiver and
various river activities will be discussed. The business proposal is essential tool to explore the
market for future growth. Michael porter’s 7 Ps will be enlightened in the context of New
Plymouth Adventure Tourism Alliance which will be helpful to understand the various aspects
for river activities.

New Plymouth Adventure Tourism Alliance5
Figure 1: New Ply Mouth Tour
Source: (Plymouth, 2017).

New Plymouth Adventure Tourism Alliance6
Literature review
Adventure tourism is a kind of niche tourism including exploration with a certain degree of risk.
It has been stated by Soininen, (2007), that adventure tourism has the capability to offer the
tourists with relatively upper level of sensory encouragement. Adventure tourism can refer to
activities which encompasses real risk such as sky mountaineering, caving, snowboarding,
mountain biking, sky-diving, white water rafting, skiing, and many more. New Ply Mouth is
situated on the west coast of New Zealand. It has various attractive tourist places such as Govett-
Brewster Art Gallery, Pukekura Park, Subalpine forests and waterfalls and so on which may
attract the tourist from all over the world. It has been mentioned in the article of New Plymouth
Attractions by Jules Wilke that this city is rich with art and culture and offers tourist an epic
destination with various adventurous activities as well as glorious sights.
There are various factors which may influence the adventure tourism such as geography,
economics, human behaviour and psychology. It has been found that geography holds a specific
position in the research of tourism. The effective adventure experience may attract the tourist in
wider manner which may lead the economy of the country in progress and raise the interesting
issues of economic valuation. Adventure tourism may be liable to provide the tool to evaluate the
neurophysiology of the human brain in the context of fear, thrill and flow. It is the new venture
of tourism alliance in New Plymouth city which will provide the facilities of river activities; it is
required for the travel association to analyze the various aspects related to the destination point
(Plymouth, 2017).
Adventure tourism can be distinguished into soft adventure and hard adventure. Soft adventure
can be defined in terms of low level of risk but all these activities are led by experienced holder.

New Plymouth Adventure Tourism Alliance7
On the hand hard adventure required adventurous skills and it contains high level of risk. Ply
Mouth tourism alliance provides high level as well as low level of experience of adventure and it
is totally depending on the interest of tourist that what they would go for.
New Plymouth city is situated in New Zealand and it is the country which is considered as the
diving paradise. New Plymouth has so many things to do which attract the attention of lovers of
water sport. This place has sailing events and it has outstanding cruising waters. There are so
many adventures such as tree surfers, the cawsand ferry, Blagdon’s Meadow, Aquanauts dive
and many more. Aquanauts dive centre in New Plymouth is able to give you instruction and
guide about all essential requirements about diving. The diving of New Plymouth is considered
as the best in the country because the diving style of this place is different from others. It has
been stated by Novelli, (2016), that water activity is different adventure which give great
experience to tourist about water activity but along with that it is essential to provide the upper
level of safety to tourist and analyze their skills before offering them to do hard adventures
because in diving, safety is paramount. Aquanaut is the diving centre that welcomes tourists from
8 years to 80 years. Every diving ride has included three staff such as the instructor, the rescue
diver and the Dive Marshall. Annual underwater cleanups for the marine conservations society
has been conducted by the Aquanauts.
There is a Cawsand ferry service that provides daily crossings between the Barbican Landing
Stage on New Plymouth's famous Barbican and the beaches. White water rafting is considered as
the recreational outdoor activities which utilize an inflatable raft to navigate water. It has been
analyzed that every river is different because the level of water is different of every river (Hu, et.
al., 2014).

New Plymouth Adventure Tourism Alliance8
The business startups should be summarized in systematic manner so that issues cannot arise in
case of any potential crisis. It has been evaluated that the new business start up of travel should
be analyzed in a sophisticated manner. New Plymouth is a place where most of the tourist visits
due to water sports. It would be great opportunity for the new business to provide the different
services of water activity to the tourist from others. There are so many activities centre situated
in New Plymouth and the business can tie up with that centre to provide the combo of various
activities to tourists. Apart from rafting there are so many activities such as surfing and kayaking
which would be great and different adventures for tourist. Kayaking is being done with the use of
kayak for moving across river. Kayaking in New Plymouth is famous and most of the tourist
who has interest in water activities visit New Plymouth for Kayaking and other water activities.
There are so many benefits of water activities such as it is helpful to burn body fat, make fit and
focused.
The role of customer segments is major for new business of adventure tourism because it is not
possible that every tourist is fond of water activities and other tourism adventure. That is why it
is required for the new business to focus on certain groups of customers within a large market. It
can be distinguished by demographics. It has been stated by Eiras‐Barca, Brands &Miguez‐
Macho, (2016), that generally, traveler are divided into three larger groups of family travelers,
adventurous travelers and fun travelers. It is helpful to provide the idea about providing
travelling services as per categorized group. The new start up business can focus on glorious
parks, the national marine aquarium and so on for Fun group. Adventurous activities such as
diving, kayaking, surfing and white water rafting in New Plymouth can be categorized for the
group of adventurous group. Family travelers want to explore new things and they should be

New Plymouth Adventure Tourism Alliance9
provided a visit of historical place, gardens, boating and other places which are famous in New
Plymouth.
Figure2: Outdoor Adventure in New Plymouth
Source: (Plymouth, 2017).
It has been analyzed that there are so many people in all over the world who have interest in
water sports and for having that kind of fun they would like to prefer to visit that place where
they can experience various activities related to adventurous. It has been evaluated that
participation in water activities has risen since 2007. There is an increment of participations of
water activities by 6%. There are so many water activities in all over the world which cover kite
surfing, angling, diving, kayaking and many more. Kayaking has the largest participation from
all over the world which rate has increased up to 3%.

New Plymouth Adventure Tourism Alliance10
Figure 3: participation rate of tourist in water activities
Source: (Arkenford, 2013).
It can be seen in above mentioned graph that the interest of tourist towards water activity has
increased significantly. It is the proof that there are so many people in all over the world who has
huge interest in to do different things. Ithas been evaluated that the reason of warmest summer is
being the reason of increasing the rate of water activity. The contribution of improve picture of
economic and the Olympic legacy are also likely the same to the increase the participation in
various activities. The rate of female in water activities participation is increased day by day. It
has been evaluated that 28.8% of people took participate in water activities in a year. Perception
of the destination is attached with the image of the destination and the image of the New
Plymouth is great and various tourists want to visit that place once. There are four travel
motivators which enthusiasm tourist efficiently that are physical motivators, culture motivators,
interpersonal motivators and status and prestige motivators. Physical motivators encourage
tourist to physical relaxation, sports, pleasure, medical treatment and sports activity. All these
activities are liable to reduce the tension of the individual (Pierce, 2016). Cultural motivators are

New Plymouth Adventure Tourism Alliance11
those who have huge interest to know the various cultures of different countries and fond of to
explore the art, music and dance of different country. Interpersonal motivators are those who are
willing to meet their known such as relative and friend from other country. Travel is considered
as the different change which is able to escape an individual from daily routine activities. Status
and prestige motivators are linked with the personal need and desire and the development of the
individual. This kind of motivators visits other country for the purpose of education and business
to get attention from different people and for making recognition in the view of different people.
Along with that it is required for the travel marketers to categorized international travels in three
groups such as psychocentric, allocentric-, and midcentric travelers. A psychocentric traveler is
quiet moderate and wants recommendation of other to make decision about the trip. Allocentric
traveler is considered as the active tour planner that seeks adventures, experiences and new
people in journeys (Stern, et. al., 2017). Those tourists who fit between these two types of
travelers are placed in midcentric travelers.

New Plymouth Adventure Tourism Alliance12
Research questions
 How the travel market can be segmented and made flexible for needs and lifestyle of the
tourist?
 What strategies and investment should be considered to gain competitive advantages in
an adequate manner?
 What are the ways of promotion and pricing strategy to start up the new venture?
 How many employees and space are required to start up the business?