Tourism Sector of Australia: A Case Study of Sightseeing Tours Australia

Running head: MANAGEMENT
Management
Name of the Student:
Name of the University:
Author note:

1MANAGEMENT
Introductory summary
This business portfolio contains the description of the tourism sector of Australia with a
focus on a particular business organization, Sightseeing Tours Australia. The paper will also
present an illustration of the current business operations, recommended future campaign and
recommendations on a new or innovative business idea with an integrated marketing
communication for the organization. Sydney City Tours is the main business of this organization,
Sightseeing Tours Australia that has various packages suitable to different needs of different
class of tourists. The travel and tourism sector of Australia is a vast sector that is comprised of
various different types of businesses. It contributes a significant amount of revenue to the
economy of Australia. Sightseeing Tours Australia was established as a family run business by
husband and wife duo Liz and Cameron in order to offer the visitors the best tour of the country
and the cities at the best possible prices. It started its business operations from Sydney and later
expanded to various other destinations across the country (Sydneycitytour.com.au 2019). The
organization is one of the major tourism businesses in Melbourne and Sydney offering the best
city and other destination tours at the best prices.
Current business operations
Sightseeing Tours Australia provides quite a few different packages in Sydney and across the
country for different destinations with various ranges of prices, such as:
 Essential Sydney Tour Package at $205,
 Sydney Half Day Tour with Bondi Beach at $59,
 Port Stephens Tour at $145,
 Sydney City Tours and Surrounds at $115,

2MANAGEMENT
 Sydney Sightseeing Tour with Sydney Harbour Cruise at $129,
 Blue Mountains Tours,
 Hunter Valley Wine Tours at $120 and many more (Sydneycitytour.com.au 2019)
The company also provides various other packages. It has segmented the target market on
the basis of demographic and psychographic segmentation. Demographic segmentation occurs
when the market segments are created as per the age, gender, race, family size, education and
income (Chernev 2018). On the other hand, psychographic segmentation occurs when the
marketers consider lifestyle, attitude, preferences and interests of the consumers (Bagozzi et al.
2018). The packages are priced on the basis of demographic segmentation, that is, for all ages,
genders, races and economic classes, irrespective of age and gender. The programs are designed
as per the psychographic segmentation, that is, there are consumers with different lifestyle and
preferences, such as, day tour, wine valley tour, half day tour, different types of Blue Mountains
tours etc. The company has also collaborated with many accommodation facility providers for
offering variety type accommodations to the travelers.
Sightseeing Tours Australia has adopted the branding and positioning strategy of
providing the most flexible tour packages in and around Sydney and the country, and by
providing a competitive pricing, the company positions its products and services. It has a user
friendly website and uses digital marketing techniques, such as, social media, television, radio
channels, and manipulating search engines results.