Importance of Tourism Marketing Strategy in Organizational Business Expansion: A Case Study of G Adventures

Running head: MANAGING RESEARCH
Managing Research
(Topic: Importance of tourism marketing strategy in organizational business expansion, case
study of G Adventures)
(Case Study 4)
Name of the Student
Name of University
Name of the Author

1MANAGING RESEARCH
Table of Contents
1. Introduction:................................................................................................................................3
1.1 Research backgrounds:..............................................................................................................3
1.2 Research problem:.....................................................................................................................4
1.3 Research aims and objectives:...................................................................................................4
1.4 Research questions:...................................................................................................................5
1.5 Hypothesis:................................................................................................................................5
2. Literature review:.........................................................................................................................5
2.1 Importance of marketing strategy for business expansion:.......................................................5
2.2 Factors affecting in arranging an effective health festival in a business region:.......................6
2.4 Literature gap:............................................................................................................................6
3. Research methodology:...............................................................................................................7
3.1 Research design:........................................................................................................................7
3.2 Sampling technique:..................................................................................................................8
3.3 Data collection:..........................................................................................................................8
3.4 Data analysis:.............................................................................................................................8
4. Additional issues:.........................................................................................................................9
4.1 Expected research limitations:...................................................................................................9
4.2 Ethical considerations:.............................................................................................................10
4.3 Budget of the research plan:....................................................................................................10
4.4 Timeline of the research:.........................................................................................................11
4.5 Expected outcome:...................................................................................................................12
Reference List:...............................................................................................................................13

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1. Introduction:
The study has focused to evaluate the “importance of tourism marketing strategy in
organizational business expansion” based on the case study of G Adventures. It is observed that
Australian tourism sector is facing challenges in maintaining their sustainable development. Lack
of implementing effective marketing strategy is the most important reasons due to which tourism
sector is facing immense challenges in rendering profitability. As a result, economy is getting
affected highly in the market of Australia. However, in order to overcome this situation, the G
Adventures has taken an initiative of arranging local health festival to attract visitors’ attention.
G Adventures has given responsibility to an event management organizer for arranging this
health festival. The tourists would have to do numbers of outdoor activities with the help of
which they can visit different tourist spots along with maintaining their health.
1.1 Research backgrounds:
In order to regain business glory and reputation Australian tourism sector has taken major
initiatives of organizing health activities (Novikov and Novikov 2013). It is a kind of marketing
and promotional strategy to grab the attention of both regional customers as well as international
visitors (Coleman 2013). Providing quality of products and services to the customers is not the
primary concern of a business organization. In order to maintain business sustainability the
tourism organizer would have to make attractive promotional strategy so the consumers’ buying
behaviour can be influenced (Håkansson 2013). G Adventures is one of the most recognizable
travel operators which provide extra-ordinary service facilities to the visitors in exploring new
destinations of Australia. By implementing this health festival the business experts can attract the
attention of international customers so that the economic growth can be enhanced Mary
(Converse 2012).

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1.2 Research problem:
A problem is identified that sustainable tourism sector of Australia is facing innumerable
difficulties in maintaining its organizational glory due to the lack of proper marketing plan and
activities. After identifying the issue numerous research scholars have showed their concern in
raising the issue (Tracy 2012). They have evaluated the fact that business experts of tourism
operations are not providing sufficient time behind planning an effective marketing and
promotional strategy. In this kind of situation, regional visitors as well as international customers
are facing reluctance in visiting the tourist destinations of Australia. This very specific study thus
has identified the issue and evaluated the fact on how health festival can be effective to grab
customers’ attention.
1.3 Research aims and objectives:
 To critically evaluate the importance of effective marketing strategy for grabbing the
attention of customers in tourism industry
 To critically identify the significance of health festival in a tourism sector for drawing
customers’ attention
 To evaluate the factors affecting tourism business experts in implementing effective health
festival plans
 To provide some of the recommendations of overcoming these challenges so that health
festival can be successfully implemented
1.4 Research questions:
 What is the importance of effective marketing strategy for grabbing the attention of
customers in tourism industry?