Understanding Visitor Behavior and Promoting Sydney Cultural Parade in Winter

This report discusses the behavior of visitors and suggests strategies to attract more visitors to Sydney in winter through the Sydney Cultural Parade. It includes recommendations for long-term and short-term strategies, infrastructure development, and promotion techniques.

Visit Behaviour
VISI

VISIT BEHAVIOUR 1
Executive Summary
The main aim of this report is to understand the behaviour of visitors. Sydney is
popular for its adventures but it is founded that the visitors came in less number in winter due
to which the sales of hotels and restaurants are affected. In this report, travel agency
“Destination NSW” organise the new event to attracts the visitors towards the country in
winter season. New Parade culture event has been organised and promote it with the use of
different promotional tools. It attracts the number of people towards the city in winter season.

VISIT BEHAVIOUR 2
Contents
Introduction................................................................................................................................2
Findings......................................................................................................................................2
New Event..............................................................................................................................2
Long-term and Short-term recommendation..........................................................................3
Long term recommendation................................................................................................3
Short term Recommendation..............................................................................................5
Infrastructure..........................................................................................................................6
Promotion Techniques............................................................................................................7
Appraise theories and strategies to create..................................................................................9
Conclusion................................................................................................................................10
Bibliography.............................................................................................................................11

VISIT BEHAVIOUR 3
Introduction
Tourism is the business of attracting, entertaining and accommodating tourist. The
people who visit the country from the other country are known as a tourist. It is essential for a
country to organise the different and new events so that a large number of people are attracted
or get attracted towards the country (Lamers, Van der Duim, & Spaargaren, 2017).
Nowadays, people are more influenced towards the different places to visit due to which it
requires to organise attractive events for tourist. In this paper, the discussion is made on the
visit behaviour of an individual.
In this report, the new event is frame by the tourist agency “Destination NSW” in
order to attract people in large number. After that, the recommendation will be given to the
industry in order to increase the visitation during the winter month. Promoting techniques are
also suggested as per the travel agency to attain success in attracting the people.
Findings
New Event
The new event will be organised by Destination NSW “Sydney Cultural Parade”. It is
a classic featuring colourful floats, marching bands, international troupes of acrobats, lively
dragons, traditional cultural dresses, famous personality and the many others tableau. The
parade will organise in the country in the winter months under the high sun rays. The parade
is organising in the main street of Sydney in an attractive and colourful way. It is the
traditional and cultural parade of Sydney that attracts the people to visit the place. The
purpose of organising this parade in winter is to tell the people about the famous personality
who protects them.

VISIT BEHAVIOUR 4
The Parade includes all types of tableaus to represent the NSW to tourist. The whole
day this parade is walking with the lively music, folklore, dance, martial arts, and acrobatics.
The parade has 30 floats and also different performing troupes that are a sponsor by the
various organisations. There will be traditional animals with dragons that show their dance
performance. There is a number of the international guest performer to represent the tradition
of Sydney to promote it. It is an attractive event for the people that help to increase the
visitors in the month of winter in Sydney. People will come to visit this parade as it is so
historical, entertaining and attractive. The people will come there with their family, friends
and partners to enjoy this event. People can visit this parade without any cost that would be
more attractive that helps to increase the visitor in Sydney. Free cost strategy is more suitable
for this destination as there are a group of people spent a lot of money to visit the events. Free
of cost to visit attracts more people as compared to visit the place by spending the high
amount.
Long-term and Short-term recommendation
Long term recommendation
Connect with the other agents
The government of the country or the event organisers has to connect with the agents
and give them information about the new event “Sydney Parade”. The agents also have to
recommend the people for the place with more influencing strategies. As the parade is full of
colours which the main purpose is to represent the Sydney Culture that is why; the agent can
easily fulfil the requirement of demand of people in terms of entertainment, and
attractiveness. It is essential to give the whole information about the Parade event to the
agents so that they can influence the people. While booking the tickets for exploring the
places, the agent plays an important role as they suggest the people for visiting the places.

VISIT BEHAVIOUR 5
The organiser or government has to pay a large amount to agent so that they can influence the
people. The agents can use the tools as the strategy to influence the people such as by
presenting the attractive magazines, videos, digital presentation and many others. It helps to
increase the visitors towards Sydney (Tourism theories, 2018).
Social Media
Nowadays, Social media plays an important role in marketing services or influencing
people. The behaviour of the visitor is fluctuating as per the trend and time that is why; it is
essential to analyse the needs and desires of visitor behaviour before targeting them for the
new event. Social media is a tool that helps to evaluate the needs and desire of the visitor due
to which the organisers can put some changes in the Parade as per the requirement of people.
Performances and activities in Parade as per the visitor requirements help to attract the group
of people (Tan, Lee, Lin, & Ooi, 2017).
Social media is also the best source of spreading awareness among the people at the
international level. The people at the international level can easily influence with the help of
this tool. The people spent most of their time on social media that is why; it is recommended
that social media is a useful source to promote the event in Sydney. The organiser also has to
put the attractive pictures with the description so that the visitors can visit the place. The
visitors get information about the place that helps to take the decision to visit the entertaining
place.
People to People
This is the long term source due to which a large number of people is attracted to visit
Sydney. The people always take the suggestions to form the other person who has experience
of the destination. A great experience will attract the more visitors that is why; it is a long

VISIT BEHAVIOUR 6
term recommendation. As per this strategy, the Destination NSW has to focus on the best
experience for the people so that they are attracted towards the visiting places. The one
review of the visitors will attract other people. People to people give the long term
recommendation as they provide the benefit in a long time. People will come in every year in
the winter vacations or enjoy winter days with this wonderful Parade.
Short term Recommendation
Advertisement at the International Level
The short term-recommendation is developed in order to gain a short term advantage.
The Destination NSW of Sydney also has to develop the short-term recommendation. The
advertisement is the old model and tool that helps to aware the people for the new events of
the industry. The people get information from the advertisement through different tools and
sources. The industry has to advertise the new event through a television at the international
level so that a large number of people knows about this new event. The international
celebrities have to advertise the event with the country is a strong television advertisement for
the country.
Radio advertisement also helps the industry to gain the advantage. There are lots of
people who listen to the radio for entertainment (Unesco, 2019). The Destination NSW can
aware the people about the new event of “Sydney Parade” through Radio advertisement. It
attracts a limited number of people as it is just oral information without any images. As this
parade will organise in winter that is why; it requires the industry to promote the new events
at the
Video Marketing

VISIT BEHAVIOUR 7
Video marketing is also an advertisement tool and a part of social media. There are
many advertisements developed by the organisation to promote their services. The same can
do by the Destination NSW in order to perform the services. The industry has to develop the
video for creating the Buzz in the market. The industry has to represent this video as the
advertisement on every social media application to attract the people. The video should be
related to the winter month so that it becomes the first priority of people in the winter days
for visiting the place (Kokemuller, 2018).
International performers
International Performers are also invited to perform in the Parade due to which the
people are excited to see them in the traditional dresses of Sydney. The international
performers are also invited to represent their home country in the Parade as tableau. It is a
fact that people like their home country as compare to the others and they are also too
interested to visit their famous personalities in the other country in order to attract them
towards it. It is observed that the celebrities and the other famous personality are always the
inspiration for the others due to which they attract more people to come to Sydney to visit
their performances (Stulle, 2019).
Infrastructure
International Performers
The international performers are included in the Parade event. The international
performer is also playing the role of the advertisement tool. International performers have
high influencing power to influence the people as they perform the services as per the
capability and ability. The Destination NSW of Sydney has to use the fame of famous
celebrities in the parade. The industry has to pay a large amount to the industry so that the
performers perform for them.

VISIT BEHAVIOUR 8
High Qualified Developer
As discussed above, it is require developing and design the websites to promote the
event at the international level to gain the advantage. The website should be highly attractive
in terms of designs, pictures so that the people towards it and read all the description for the
event. It is required to have the high qualified developer that develops the websites in an
effective manner to attract visitors. The developer should be experienced and innovative in
order to design the websites.
Tour Operators
Tour operator’s packages will also be developed by the Destination NSW in order to
offer the trips within the amount. The tour operators have to work closely with the hotels,
transportation providers so that the number of services will know about them. The tour
operator packages provide the agents so that they provide the services to visitors in a large
number of people. The tour operators may be inbound, outbound, and receptive. The inbound
tour operators are more suitable for this destination as they travel the group of people within
the organisation (Mason, 2015).
Promotion Techniques
The Destination NSW targets the people from the age of 18 years or above. The main
target of the industry is youth means the people from the age group of 18 to 30 years
(Altinay, Paraskevas, & Jang, 2015). The main aim of promoting the event is to increase the
visitors to increase the revenues of hotels in the city in winter months.
Traditional Marketing Promotional Tools
It has been seen that mass communication is the best tool that helps to promote the
services at the international level. The traditional media can be newspaper, magazines, radio

VISIT BEHAVIOUR 9
and television. These tools can be used by the industry in order to promote the new event at
the destination. The traditional tools are usually used by the people in reading in their daily
life routine to enhance their knowledge that is why; these are suitable to promote the services
(Consumer psychologist, 2018).
Digital Marketing Promotional Tools
Nowadays, Digital marketing is the best method to promote services at the
international level. The digital marketing tools are Social media, video marketing and many
others. Digital marketing is an appropriate technique for the industry to promote the services
at the international level as the youth most of their time spent on social media applications.
Event Promotion Activities
The event promotion activities also help to attract the people towards it. The event
promotion activities include the marketing campaigns, fairs and non-profit events in which
the activities can expand the business at the international level (Destination think, 2016).
Evaluation Methods
• The Destination NSW can measure success by comparing the increasing number of
visitors from the past years.

VISIT BEHAVIOUR 10
• The industry can also use the different tools to collect the data and reviews of the visitors
to visit the place such as surveys, observations, and feedbacks (Schuckert, Liu, & Law,
2015).
• The industry revenues and profit amount also measure and compare to evaluate the
success.
Appraise theories and strategies to create
Stanley Plog theory
This theory defines the behaviour and personality of travellers in the three forms and
these are Allocentric, Psychocentrics and Mid centric. These theories define the behaviour of
visitors that helps the industry to analyse the behaviour. Understanding the behaviour of
tourist helps to develop the event as per the desire. It helps to gain the high satisfaction of
people at the destination. Understanding behaviour is the best theory to resolve the issue of
lowering visitation (Academia, 2018).
Christaller’s Theory
This theory is the development process of the tourism industry that is summarised as
follows:
• Destinations develop and change over time.
• Various types of visitors at different times.

VISIT BEHAVIOUR 11
• The tourist experience changes over time.
• Impact of destinations change over time
• The involvement of locals in tourism destinations change over time
• New cycles involving new tourist destinations will occur (Fennell, 2015).
This theory helps to satisfy the people as it implemented all steps of tourism. The behaviour
of people is fluctuated due to which the industry face the issues. This theory resolves the
issue of the behaviour of fluctuation of people as it observes their behaviour. This theory
solves the issue of fluctuation of people.
Conclusion
In the end, it is concluded that the Destination NSW has to develop some attractive
and innovative so that the visitors attract towards the destination. 0The new event of
organising the “Sydney cultural parade” is the best idea for the industry to attain high
success. These are promoted with the help of a different promotional tool for long term-short
term success by increasing the visitors at the destination in the winter months such as digital
marketing, advertisement tool and many others.

VISIT BEHAVIOUR 12

VISIT BEHAVIOUR 13
Bibliography
Books
Altinay, L., Paraskevas, A., & Jang, S. S. (2015). Planning research in hospitality and
tourism. Routledge.
Fennell, D. A. (2015). Ethics in tourism. In Education for sustainability in tourism (pp. 45-
57). Springer, Berlin, Heidelberg.
Mason, P. (2015). Tourism impacts, planning and management. Routledge.
Journals
Lamers, M., Van der Duim, R., & Spaargaren, G. (2017). The relevance of practice theories
for tourism research. Annals of Tourism Research, 62, 54-63.
Schuckert, M., Liu, X., & Law, R. (2015). Hospitality and tourism online reviews: Recent
trends and future directions. Journal of Travel & Tourism Marketing, 32(5), 608-621.
Tan, G. W. H., Lee, V. H., Lin, B., & Ooi, K. B. (2017). Mobile applications in tourism: the
future of the tourism industry?. Industrial Management & Data Systems, 117(3), 560-
581.
Websites
Consumer psychologist. (2018). International Promotion. Retrieved from:
Destination think. (2016) How destinations can increase word-of-mouth promotion by
designing socialgenic experiences. Retrieved from:

VISIT BEHAVIOUR 14
Academia. (2018). Theories On Tourism Planning & Development. Retrieved from:
Kokemuller, N. (2018). Marketing Promotional Methods. Retrieved from:
Stulle, R. (2019). What Are Five Advantages to Using Celebrities in Advertising?. Retrieved
from:
Sumac. (2018). What Is Project Evaluation (and Why Should You Do It)? . Retrieved from:
Tourism theories. (2018). Tourism theories. Retrieved from:
Unesco. (2019). Statistics on Radio. Retrieved from:
http://www.unesco.org/new/en/unesco/events/prizes-and-celebrations/celebrations/
international-days/world-radio-day-2013/statistics-on-radio/