Tourism Planning and Development: Overcoming Technological Challenges in Australian Tourism Industry

This report discusses the impact of poor technological advancement on the Australian tourism industry and proposes a tourism plan to improve it. It addresses issues such as low tourist satisfaction, low service quality, unskilled and inadequate labour, low travelers’ retention, and competitive disadvantages. The plan includes defining objectives, involving stakeholders, discussing potential solutions, implementation, review, and modification.

TOURISM PLANNING AND
DEVELOPMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
Australian tourism faced issue from poor technological advancement...........................................1
Background......................................................................................................................................2
Rationale..........................................................................................................................................4
Low tourist satisfaction................................................................................................................4
Low Service quality.....................................................................................................................4
Unskilled and Inadequate labour.................................................................................................5
Low travelers’ retention...............................................................................................................6
Competitive Disadvantages.........................................................................................................6
The scope of the tourism plan..........................................................................................................7
Tourism........................................................................................................................................7
Marketing.....................................................................................................................................7
Government.................................................................................................................................7
Different industries......................................................................................................................8
Proposed process of the tourism plan..............................................................................................8
Defining objectives......................................................................................................................8
Involving stakeholders.................................................................................................................8
Discussing potential solutions.....................................................................................................9
Implementation............................................................................................................................9
Review the plan-success..............................................................................................................9
Modification................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
The tourism industry of Australia is more potential for the economic growth because it
has a centre of attraction for the tourist due to the natural beauties like Great Barrier Reef and
several national parks (Travel daily news, 2017). In the present era, the poor technology
advancement creates the downturn in the tourism industry and placed leg behind to other nation's
tourism. Owing to this, the emergency issue and impact of low technology advancement has
been discussed in this report by considering the tourism of Australia. On the basis of these
discussions, the tourism plan is proposed to improve the technological aspect of the Australian
tourism industry with the help of stakeholder of the industry.
Australian tourism faced issue from poor technological advancement
In the present era technology plays an essential role in the development of business and
industries (Tamasy, 2007). Similarly, the technological commitment enhances the probability of
achievement of the business goal in the tourism sector (Van Gelderen et al. 2005). In this regard,
technology is most crucial for creating the revolution of the tourism industry through enhancing
the communication between the tour enterprises and travelers. However, the tourism business
along with the technology helps in interacting with visitors which leads their satisfaction and
public awareness of tourist destinations.
In this regard, Australian tourism faced potential challenges due to poor attention to
technological aspect (Saurine, 2018). Further, Australia has leg behind in the technology
advancement in comparison to other regions even; in the Australia 10% tour operators don’t have
a website(White, 2018).In this context, online marketing and direct connection are not
established with travellers through which tour operators face the issue in generating the higher
amount of money. Moreover, it creates the problem of low consumer attraction because
customers prefer to access services with appropriate technological advancement. However,
tourism plays the important part in the growth of financial income of the country. In this context,
the tourism is the main requirement of the Australian economy because its involvement is greatly
high (Travel daily news, 2017). Moreover, tourism helps in increasing Australian GPD by 3.1%
and gives employment to 531,500 peoples of Australia (Travel & Tourism economic impact 2018
Australia, 2018). Owing to this, technological advancement is imperative for the success of the
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tourism sector as it facilitates to attract tourist and make them feel comfortable. Owing to this,
the Australian tourism sector needs to focus on the efficiencies which increase technological
advancement in the industry.
Owing to this, the tourism plan has been made to overcome technical issues and increase
the productivity of Australian tourism sector. Further, this plan is helpful for gaining the
advantages of digitalization which increase the tourism in the country. In this context, the
following objectives are set to troubleshoot from these technological lacks.
 To increase the communication along with visitor by 20%.
 To increase foreign customer attraction by 10%.
 To enhance tourism industry participation in the economy by up to 12%.
 To offering better services to tourist and get 15% more customer retention.
 To improve competitive edge by using the latest technology.
 To enhance the government intervention in the technological advancement of
business
Background
In the present era, Australian tourism sector has several factors like unskilled employee,
low internet quality and Australian government rule for cybersecurity which have the impact on
the technology advancement in the business market. In the Australian, there is shortage of skilled
employees due to their low focus on the training of unskilled employee (Australia Unlimited,
2018). Further, many Australian firms hires employees form the outsourcing which has low
attention on investment in training for employee development (Johnston, 2017). It further has
significant impact on the working capabilities of the employee. In the same manner, the
Australian tourism industry faced the shortage of skilled employees (Economics, 2016). In this
context, due to unskilled employee technology advancement is highly affected whereas the latest
technology is the center of hart for the success of the tourism sector. Further, it negatively
impacts the tourism sector because technical experts are highly recommended for enhancing the
firm's productivity in the delivery of service. In this regard, technical training increases the
employee competencies which positively influence their job performance (Elnaga and Imran,
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2013). Therefore, the technical skill of workers tends to affect the productivity of tourism
organizations and prevents them from facing the technology related problem.
Moreover, in the education system of Australia, the student and teacher ratio is
imbalanced (Johnston, 2017). Due to this, they are unable to provide imperative education to
their student which leads the future working capabilities of the student. However, the education
system influenced the basic of learning capabilities in employees wherein technical learning also
affected. At the same, the low-quality technical education interrupts in the flow of high job
performance of the employee through which organizational performance is affected in the
tourism market (Cimera, 2009). Therefore, the hospitality firms are also influenced by the
education level of employees and unable to offer high quality of services for the travelers.
Information technology is important for the technical advancement. It improves the
communication between the several parties in business (Bloom et al. 2014). In this context, in
Australia the speed of internet is slow and it has below in the rank of internet speed (Johnston,
2017). Owing to this, their communication technologies get affected and create the barrier in the
technological advancement. Further, the organizational infrastructure is imperative for any
organization for the adaptation of the latest technology in business operation. In the same
manner, the low quality of internet has the negative impact on the tourism sector because all
most every organization used the internet in their regular operation (Hacon, 2016). Therefore, the
technology supportive infrastructure is highly recommended for the gaining the latest
technological advantages and improving the service quality in the tourism sector.
The cybersecurity is key aspect of the business which is related to the security of
customer’s private and sensible data. It influenced the customer perspective in the direction of
the firm. In the present era, all most every traveler uses online method of payment for hotel and
restaurant bills. Due to this, the security of their confidential data has been imperative. This is
because; if the data gets leaked to the third party then they can misuse these data and encourage
unsocial activities like terrorism, banking fraud and unauthorized money access. It also creates
the major problem for the organizations and decreases their market reputation and act as the
main cause for the emergence of the barrier in financial output. Further, it creates a harmful
condition for the travelers and destroyed their wonderful travelling experience. In the same
manner, Australian cybersecurity is lagging behind in comparison to other countries due to poor
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government strategies in cybersecurity (The conversation, 2017). Owing to this, the tourism
industry of Australia has affected from the low level of data security and it prevents the travelers
to choose a particular travelling destination where this type of incident happened.
Rationale
Tourism with technology is broad perspective which encourages the tourism activity in
any region (Neuhofer, et al, 2014). In this regard, the following issues are addressed in the
Australian tourism sector due to low advance in the technology and need to improve.
Low tourist satisfaction
Due to low advancement in technology, the tourism industry of Australia is unable to
satisfy their customer ineffectual manner. For example, they waste the valuable customer time in
manual booking this generated barrier in customer satisfaction (White, 2018). However, they
spend their valuable time on unnecessary paperwork. In this regard, the technology influences
the visitor satisfaction by affecting the relationship with the consumer (Jan and Abdullah, 2014).
Similarly, technology is helpful for establishing seamless communication between the traveller
and service provider through which they can effectively interchange their information. It
increases better understanding between them (Pesonen and Horster, 2012). In this context, the
technological advancement in hospitality organizations encourages self-service which leads
customer empowerment and it has direct impact on customer satisfaction (Law, et al, 2014).
However, the poor technology from the tour operators of Australia decreases the contentment of
consumer and forces them to find the alternative destination for their tour.
Therefore, it is necessary for Australian hospitality organization to improve their online
presence and offered traveller to effective quick services through which they enhance the
satisfaction level of their customer.
Low Service quality
The service quality offered by the organization to their visitor is fundamental to the emergence
of customer loyalty in tourism (Law, et al, 2009). This is because; services quality ensures
superior productivity for the hospitality organizations. In the same manner, in the tourism, the
latest technology advances the quality of services for the customers. Such as offering them the
high quality of services with the latest technology as free internet access for the visitors (Lu, et
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al, 2015). Similarly, the alignment with the latest technology improves the class of service in the
tourism industry (Haghkhah, et al, 2011). Thus, the adaptation of the newest technology is very
crucial for the tourism industry.
On the contrary, in Australia's many of hotels charged for the Wi-Fi access from their
customers, which is horrible because they already paid a huge amount of money (CnTraveler,
2018). This is because of their contract with their landlord which forced them to take charges
from the customers (Hacon, 2016). This low quality of service increases the consumer
dissatisfaction and encourages them to found the substitute which leads the downturn in the
tourism industry. Due to this, it is imperative for Australian hotels and restaurant to provide
travelers the high quality of services with the help of latest technology.
Unskilled and Inadequate labour
The tourism industry gives employment to 8% Australian public which has a huge impact
in comparison to other industries. However, it faces some critical issue from the skill deficiency
of the labour even, the tourism industry does not have sufficient employee for operational
working (Australia Unlimited, 2018). Owing to this, technology improves the skills of the
employees by introducing innovation and creativity in the firm wherein staff member enhances
their capabilities in the regarding the job. In this regard, Christensen, et al (2008) asserted that
the employee engagement with the technology improves the productivity of the employee which
further enhances the operational and financial output of the hospitality organizations. Similarly,
McLaughlin, et al (2002) stated that the adaption of new technology improves the workplace
culture wherein, employee enhances their expertise in the operational task.
Therefore, technology increases the working capabilities of the staff member which
become helpful for overcoming the shortage of skilled worker. Owing to this, Australian
hospitality firms need to improve their employees’ skill by providing them with training. This
becomes helpful for improving their job routine and performs better in their task. Further, the
Australian govt. must get better their education system by increasing the investment in the
education sector (The conversation, 2017). Moreover, poor technology advancement is the main
cause which creates barrier in the revenue generation because as above mention it creates low
consumer satisfaction and decreases the quality of services. Therefore, technology influenced the
financial income of tourism sector and necessitates for enhancing the overall tourist experience
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in term of satisfaction and in the service delivery. It magnifies the quantity of the revenue
generation for the firm.
Low travelers’ retention
It is already known that many Australian tour operators do not have a website that's why
they are unable to take advantages of digital marketing and unsuccessful to attract the huge
number of visitors. Further, the digital marketing is imperative for the tour operator to approach
travelers (Law, et al, 2018). In this regard, Narteh, et al (2013) asserted that effective marketing
strategies improve the organizational performance in the hospitality sector. Therefore, the Low
technology advancement creates the main cause for travelers’ retention which further creates
barrier in revenue generation. Owing to this, the tourism sector of Australia needs to encourage
the tour operator and hospitality organization to understand the importance of the latest
technology and force them to apply to their firm.
Competitive Disadvantages
Technological advancement is the key aspect for a hospitality firm which leads positive
competitive edge. However, the Australian tourism faced critical issue from their negative
competitive edge. For example, the Asian countries like Singapore provide better technology
advanced service to their customer in comparison to Australian hospitality firm (Traveler, 2018).
Owing to this, the visitors prefer to select that particular tour destination wherein they feel
comfortable with high service quality through the latest technology. Further, it enhances the
traveller's experiences which encourages the tourism boom and attract the tourists. In this regard,
the Australian government must enhance their intervention in the tourism sector and force the
hospitality organization to use the latest technology in their business operation. Moreover, they
must provide better resources for tourism sector that becomes supportive for the development of
tourism industry (The conversation, 2017). In this context, the tourism industry of Australia
needs to improve their technology and create a positive competitive edge that becomes helpful to
amplify their image in the public and attract them.
To decrease all above-discussed rationale impact of poor technological advances on the
tourism industry of Australia a tourism plan is needed. It will be helpful for retaining the loyal
customer by enhancing the customer satisfaction through the offering them the high quality of
services. Further, it increases government role in the tourism sector and improves the basic
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amenities offered by the hospitality firm to visitors. Moreover, encourage the development in the
business strategies and create them more effective.
The scope of the tourism plan
The proposed tourism plan has huge scope in the Australian industry because it will
provide the technological advancement through focusing on potential issues arising out of it
Tourism
The implementation of the latest technology has huge impact on the tourism sector of
Australia. In this context, technological innovations enhance the efficiency of hospitality
organization and develop them to offer high quality of services to their clients and create their
satisfaction level to high. Further, it amplifies the data security related both service provider and
their clients. The latest technology prevents the cyber-attack from the terrorist and another nation
creates a cyber-secure nation. Moreover, implementation of the latest technology will be helpful
for creating continuous communication flow through which the hospitality service provider
deeply understands the visitor's requirement and offer services to them as they want to perceive.
At the same, this plan becomes helpful to overcome the shortage of skilled employees through
the implementations of the latest technology in normal tourism activities. Therefore, the scope of
the advance technology implementation plan in the Australian tourism sector is huge because
their need is high.
Marketing
The proposed tourism plan will be helpful for bringing innovation into the business
marketing strategies. As per the above discussions, the marketing strategies of the Australian
tourism sector is relatively insufficient to magnetize huge quantity of tourists. Owing to this,
technological innovation helps with creating attractive marketing strategies through different
marketing platforms like social media and TV advisements.
Government
In the present era of advanced technology, it is important for the government to invest in
technology advancement because it is mandatory to creates the country to financially stable and
create a strong economy. Furthermore, it creates the positive competitive edge in the global
business market. Moreover, if the government increased their interest in technological
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advancement than the productivity of every industry will be increased.
In this context, the government should create strong rules and regulations to force businesses to
create their operational process technology advanced
Different industries
High technological advancement constructs a positive workplace environment for the
worker, thus they can enhance their working capabilities and contribute to the organization
performance. Owing to this, technological advancement is beneficial for all the industries.
Overall the business commitment for the latest technology increases their revenue and
profitability in the term of market reputation, better productivity. In this context, technological
advancement increases the probability of innovation in the firm and reconstructs their regular
business process with more creativity. Further, it boosts the development rate of the business
which is helpful for business in the overseas expansion and builds global competitiveness.
Therefore, the technological innovation has the positive impact on every business which further
helps in the economic growth of the country.
Proposed process of the tourism plan
Defining objectives
According to the above-mentioned objectives, the proposed plan is helpful for increasing
the communication between the tourists and industry representatives by 20%. Thus, they
effectively communicate and enhance the industry participation in the Australian economy.
Further, it will improve service class and enhances the tourist retention by up to 15 %. At the
last, get better government intervention in technological innovation of business organization.
Involving stakeholders
In this step, the involvements of government and tourism industry representative will be
enhanced. In this regard, the Australian government will change their regular policies and
improve their interference in the business decision for enhancing the technological adaptation
ability. Further, the industry representative develops the business strategies according to the
market requirement. Therefore, the attachment of government and other stakeholders must
necessary for technological advancement.
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Discussing potential solutions
To develop technological innovation in the Australian tourism industries, the Australian
government can offer 15% subsidies for technological advancement in the firm. Further, the
government's investment in the cybersecurity can be enhanced and industry representative can
provide their views related to the data protection. For instance, the industry representative will
demand for specific technology through which any fraud detected can be tracked so as to meet
the expectations of visitors. On the other hand, by using the latest communication technology,
the hospitality firm and other industry representatives like tour operator will improve their
service quality with effective price and become successful to retain loyal consumer. Moreover,
the hospitality organization will focus on the development of their employee and improve their
job performance.
Implementation
For implementing the tourism plan the Australian government can impose several rules
and regulation for tourism industry representative to offer high quality of services with the
premium price. Further, they can impose the rules for data security to increase the awareness of
sensitive data and prevent them to leak. Moreover, the government can invest more in the
education sector which can improve the people skills to the regarding job.
Review the plan-success
According to the result of implantation, the review will be conducted on the basis of
industry research and analyzing the impact of the proposed tourism plan. Further, the survey will
also be conducted among the travelers and perceive the feedback. It becomes helpful for
analyzing the industry progress in the technology context.
Modification
On the basis analyzed reviews the modification, requirements of the plan will be
understood and the proper solution will be suggested in this section. Owing to this, the lacks of
tourism plan will be recovered and build them more effective.
CONCLUSION
On the basis of the above report, it can be concluded that the latest technology plays the
key role in the success of any industry and it is important for the superior productivity of tourism
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business. In this regard, the involvement of stakeholders is crucial for the implementation of the
latest technology. Further, the government intervention is critical through their rules and
regulations for the technological advancement. Moreover, the employee development is
mandatory for hospitality business success.
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