Sustainability Practices in Tourism Business: A Case Study of Casey Australia Tours

This report analyzes the sustainability practices of Casey Australia Tours, a tour operator in Western Australia. It examines the economic, socio-cultural, and environmental issues faced by the company and evaluates its operations based on the GSTC framework. The report also highlights the strengths and weaknesses of the company and provides recommendations for improvement.

Report on Sustainability Practices
Tourism Business and its Sustainability
Maitri Vyas – s2971089
Word Count – 1968

Introduction
In this research report, the knowledgeable tour operators in Western Australia established in
1973 named as ‘Casey Australia Tours ‘ has been chosen. This organization keeps safety and
luxury comfort for clients as their foremost priority while leading tours. The organization
offers a variety of tours for clients as there are many clients having different needs. Road
coach tour and outback camping are some of the decent choices offered by the organization.
Both, Short tours having a period of one day as well as tours which end up to twenty days are
operated by the organization. Throughout the area of Australia, Casey Tours organize their
actions. In the year 1973, there was only one vehicle with which Bryan Casey started the
organization (Casey tour Operators, 2017). Now in 2017, organization functions on the
vehicles which are completely owned by them and their employees are appointed as their
workers. Customer satisfaction is must in a business. This organization enhances their
customer relationship by providing certain facilities like arranging a stay, food for clients and
many other (Bramwell, 2015).
Sustainability Issues
It has been seen that Organization depends on several factors. There are various factors by
which Casey Australia Tours gets impacted. There are several issues which are mentioned
below and they focus on the entire industry. So we will aim to consider them with respect to
company's perspective for understanding the behavior and dependency of the functions of a
company on them.
Key Economic Issue
It has been analyzed that over last few years Tourism Industry in Australia has achieved the
growth. Due to the increase in the number of visitors from several countries these growth
changes have been observed. Many years back that is approximately five years back
Australia's tourism industry mainly focuses on the methods to attract visitors from New-
Zealand, Japan and United Kingdom (Casey tour Operators, 2017). In the last five years it
has been observed that the people of Asia also started visiting and by the latest analyses, it
has been seen that China is the second largest source of visitors visiting Australia (Edgell,
2016). One of the main factors is strong and healthy middle class in China. Business process
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changes for Casey Australia Tours with these changing ranges of visitors in Australia. Due to
increase in visitors from Asia, there is a change in demand evaluation. Obstacles faced by the
organization are:
There various kind of expectations from the tour operators which are related to the scene five
years back.
a.) Support for the management of the increase in visitors.
b.) Managing assistance for the tour operations.
c.) It has been analyzed that competition case gets changed in last few years. Now a day
there is no need for tour operators. The traveler knows the information easily available at
a finger point and hence they do not wish to spend their money on tour operators. That's
the point where organization low their prices to existing in the competitive environment
like in case of Casey Australia.
Socio-Cultural Issues
There are different kinds of visitors from different countries which present a variety of socio-
cultural issues which are in general difficult to handle. Casey Tours need to work hard to get
familiar with the new pattern of the industry. There are many issues that are linked to
language, food habits, and the cultural greetings. These are some of the needs that are
necessary to be fulfilled to make the customer satisfied. If they are not fulfilled then the
customer will not be satisfied and hence losing a lot of business opportunities.
Environmental issues
It has been analyzed that Australia has to face many issues related to the environment. If the
focus is given on West Australia the mining industry it has been seen that mining industry is
giving adverse impact on the eco-balance in the region. This is considered as prime zones
which have to face heat. If the focus is given on west it is the Great Barrier Reef who is
facing extinction. The problem is related to the same news for long and hence there are
factors related to the environment that are increasing the tension of tourism industry. The
spot for the tourist was Great Barrier Reef and it is possible for extinction and efforts to that
towards can be attracted towards this region.
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Evaluation of operations
It has been assessed that the activities which are selected set the criteria by sustainable
tourism council. The GSTC offers a proper frame on which companies can analyze to
understand the issues of sustainability. The GSTC offers the benchmark which should be
achieved by the operator. The framework enhances the overall strength of the industry and
also minimizes the socio-cultural challenges and it helps to keep the note so that
environmental issues do not take place in future. Access will be made of the Casey tours on
the basis of GSTC FRAME (Casey tour Operators, 2017).
Showcase of the management related to sustainability
Casey Tours have a team with sustainability and it focuses on working with the CEO. The
company has ensured that they will offer compliance with all the legislation and regulations
on an international level and it also gives impact to the company in direct or indirect manner.
There is also good training management program which helps to ensure the workers are
trained in a proper manner. According to the recent indicators on various social forums, the
organization has achieved good reviews and also advantages of the services. It has been seen
that it is not sufficient information on the organization considering the sustainable materials
and practices. The organization as not made any effort to focus on caring the special need of
the consumers. The organization has also given training to the employees who are offering
accurate information about the places where the tour is conducted.
Maximum of the social and economic advantage of the local community
It has been seen that it is not possible to gain data which assures to build the small
infrastructure that gives assistance to the local communities and also in the regions where the
activities are conducted and it also supports the local individuals economically. The activities
of tourism are not considered to affect the living of the people who are living in that region.
Maximizing the benefits to the heritage of cultural
The organization has strict rules for the consumers to consider at the time of visiting any
historical and cultural areas. The operators of tour conduct a session for the team session of
the travelers and also give brief information about the region. Many times the booking of a
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tour is done and a mailer is sent to the customer informing about the problems and how the
consumers should be prepared for it. This can assist the consumers to be prepared in a better
way. It is essential for the company in this area to secure the cultural heritage of the region as
this is the company in which the activities are operated.
The maximum advantage to the environment
Casey tours have been considered as a sensitive behavior towards the environment. There are
many reviews and also the blogs on various websites that offer the organization intend to
consider the first policy of the environment. This is also acknowledged to the situation that
the company is itself facing many challenges in context to the issues of the environment
(Jamal, 2014). It is not easy to find any proof which can affect the step considered by the
company to minimize pollution. The company is also considered to have sensitivity towards
the environment and it is expected that if the reduction is made in the same it can make an
ample effort to keep the as-is-state.
Strength and weakness
After conducting a proper evaluation it has been seen that few strengths and weakness of
Casey Australia Tours which can give effect to the sustainability of the company. It has been
seen that business has strived by enhancing their strengths over time and also minimize any
form of weakness which they have to face.
Strength
It has been seen has been seen that company has a good history in the company and also in
the operations which are trusted. The organization assisted to support the local communities
and also enhanced the profits in the score of sustainability. The consumers have good things
to say about Casey Australia Tours and the feedback should be valued and displayed on the
website of the organization. This will enhance the new company and also enhancement will
be seen in the repeat purchase under the geographic regions of Australia.
a.) The company also has a good team which helps to acknowledge the challenges and works
in the direction to minimize the roadblocks and also to create strategies so that activities
can be conducted in long term.
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b.) It has been seen that company is sensitive towards the environment and also the culture.
This assist in conducting the activities in the region.
c.) The environment and local culture will help to conduct the activities smoothly.
Weakness
There are many activities which require being outsourced under the strict service level
agreements. The organization has a policy in which the activities are considered by
themselves. It has been analyzed that challenges related to business that belong form
different geography visit the region. If there are non-core activities of the organization than it
can be outsourced with a lot of time and can also understand the customer who is new and
change the dynamics of the organization in this direction.
a.) It creates codes and guidelines for the regions which are sensitive in nature. The present
one is direct. The sharing is done when the visitors engage with the organization and also
under the sustainable model of the business should be ready.
b.) No concentrate focus should be seen to minimize the pollution in the region where the
activities are conducted (Font, 2016).
c.) Potential Improvisation and concluding comments
The organization is in a proper shape and it has been evaluated that they are conducting the
activities in the field where it operates. The situation related to competition has also brought
change in many years. There are many competitors and also information aggregators who are
leading to no requirement of the tour operators. The data is now available for the tip traveler
and also there is no willingness to spend money on tour operators.
The model of business is rigid and the organization intends to manage all the factors of the
organization on its own. The non-core competencies of the company can be outsourced
which need more time in the management. This has released time and also enhanced the
focus of the organization towards the sustainability and also the activities towards
enhancement in the business scope. The codes and guidelines on the sensitive areas should be
available on the website and should also be accessed in an easy manner. This can help in
fixing the correct expectation in mind of the consumers. The company has set rules for the
customers that should be followed at the time of visiting any historically areas. It has been
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seen that enough information is not found in the sustainable materials and practices. The
company does not give emphasis on caring the special need of the consumer when it arrives.
The organization has given training to the employees and also the proper information about
the places is given where it is conducted.
At last, it has been seen that organization requires low of work so that pollution can be
reduced. The concentrate evidence is not possible to found which can suggest the actions
considered by the company to minimize pollution. Therefore, the organization is known as
the sensitive towards the environment and focused to reduce the same. Casey Australia tours
conduct on the modes of the environment first and also it is required to be highlighted so that
the practices can be done properly by focusing on the sustainability practices and also it
increases the brand value of the company in front of the potential consumers.
References
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 Bramwell, B. (2015). Theoretical activity in sustainable tourism research. Annals of
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tourism research
 Casey tour Operators. (2017, May 19th). Retrieved from Trip Advisor:
https://www.tripadvisor.com.au/Attraction_Review-g255103-d4572717-Reviews-
Casey_Australia_Tours_Day_Tours-Perth_Greater_Perth_Western_Australia.html
 Casey Tours. (2017, May 19th). Retrieved from Casey Tours:
http://www.caseytours.com.au/about-us/
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