Tourism Australia impact on Hospitality

This analysis evaluates the direct and indirect impacts of Tourism Australia on the hospitality industry in Australia based on socio-cultural, technological and economic sustainability. The report highlights the impact of Tourism Australia on job creation, infrastructure development, revenue earning possibilities for Indigenous Australians, technological development, and economic sustainability.

Tourism Australia impact on Hospitality
Part B – Linkage between Tourism, Hospitality and Events necessary to unify and support
these Industries
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Introduction
Tourism Australia a government official promoting tourism related activities in order to
attract tourist from world over (Kim & Butler, 2015). They are conducting major events and
various supporting activities to highlight major spots and places around the country. There is a
direct impact of the brand on tourists influx in the country. Along with direct promotional
endeavors there are multiple indirect activities conducted by the company for promoting tourists
related activities. In this analysis an evaluation of several direct impacts from the activity to the
brand is undertaken on basis of socio-cultural, technological and economic sustainability.
Socio-cultural Impacts
Tourism Australia’s effort to develop indigenous tourism activities has been effective in
generation of multiple jobs. Job creation is a major socio-cultural impact that has been done,
with opening up of multiple hospitality chains in the country alongside local homestays and
boutique hotels (McLennan, Becken & Moyle, 2017). There has been investment in
infrastructure development for enhancing tourism related activities as well. Hotel
accommodations across tourists cities and business cities has to expand more for catering to
greater occupancy rates. Tourism Australia’s effort has created revenue earning possibilities for
Indigenous Australians, who were previously engaged in the environment for meeting their basic
life needs. Snorkeling, water sports and hospitality options across Greater Barrier Reef has added
employment and transformed lives in the region for Indigenous people. They have now access to
better education, health and livelihood facilities. Setting up of a number of restaurants have also
led to direct job creation and reducing of unemployment (Price, 2017). Indirect impacts of
tourism Australia on socio-cultural front is generation of multiple courses across universities in
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the country. Such courses allow students to prepare themselves professionally and to cater to
further development of this sector. Efforts to promote tourism inspite of seasonality has to be
undertaken such that influx of tourists can take place all year round undeterred.
Technological Impacts
Technological development in the sector has remained imperative with developments of
websites and apps across multiple businesses. The country gets steady influx of tourists from
Britain and Scotland, recently through its online crocodile advertisement it is targeting
Americans as well (Pha, 2017). Through these efforts the entire tourism industry in Australia is
set to expand. Tourism Australia has developed basic technological features such as website with
booking facilities that allow people from world over to access information. They conduct
promotions associated with the website that allows various visitor attraction to Australia’s
tourism places as Great Barrier Reef and Whitsunday Islands. Earlier such places remained
inaccessible and unknown to tourist. Recently high influx from British and Canadian as well as
Scottish tourist have taken shape in the country (Veal, 2017). Flight booking facilities with
Qantas airways and tie-ups with other airlines have allowed large influx of tourists from various
places to these locations. Indirect impacts of technological development have been building of
hotels, car booking and tourism facilities booking through online platforms that allows direct
access to multiple consumer.
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Economic Sustainability
Tourism Australia efforts are unmatched in creation of economic sustainability in many
ways. Most importantly it has created jobs for multiple individuals and the industry in totality
(Horner & Swarbrooke, 2016). It has been effective in development of an economic sector in a
way that can contribute to the GDP in a large manner. Tourism sector has recently increased in
its contribution to the GDP by a large way. Adding to diversity within the tourism sector has
effectively added large number of jobs to the sector. However, recent increase in dollar prices
has led to decrease in tourism activity in the region. Though visitors might not decrease in
totality but it is bound to drive down tourism to some extent.
Conclusion
Tourism Australia conducts multiple promotions and events in order to promote tourism
activities. Events and promotions have added to the entire tourism sector in various manner when
analysed socio-culturally, economically or technological. Diversified progress in varied areas
have led to immense effectiveness in the sector.
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Reference Lists
Horner, S., & Swarbrooke, J. (2016). Consumer behaviour in tourism. Routledge.
Kim, S., & Butler, G. (2015). Local community perspectives towards dark tourism development:
The case of Snowtown, South Australia. Journal of Tourism and Cultural Change, 13(1),
78-89.
McLennan, C. L. J., Becken, S., & Moyle, B. D. (2017). Framing in a contested space: Media
reporting on tourism and mining in Australia. Current Issues in Tourism, 20(9), 960-980.
Pha, A. (2017). Fortress Australia. Guardian (Sydney), (1765), 1.
Price, J. (2017). Website. Interaction, 45(1), 46.
Veal, A. J. (2017). Research methods for leisure and tourism. Pearson UK.
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