Enhancing Visitor Numbers in Sydney: The Underwater Hotel Concept

This report discusses the tourism industry in Sydney and explores techniques to enhance visitor numbers. It introduces the concept of an underwater hotel in the winter season as a new attraction. The report also covers promotional tools and theories of tourism.

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Executive Summary
The main purpose of this report is to learn about the tourism industry and its
techniques to enhance the number of visitors. The underwater hotel in the winter season is the
new idea that helps to increase the number of visitors in the Sydney. There are various
promotional tools which are used by the Destination NSW to promote the city for increasing
the visitors. Theories of tourism are also helps to understand the personality of the visitor.

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Contents
Introduction................................................................................................................................3
New Event..................................................................................................................................3
Recommendations......................................................................................................................4
Long Term Recommendation.................................................................................................4
Short Term Recommendation.................................................................................................5
Infrastructure/ Service/ Knowledge...........................................................................................5
Promotion for target market.......................................................................................................6
Measuring tools..........................................................................................................................7
Theories and strategies...............................................................................................................7
Conclusion..................................................................................................................................8
Bibliography...............................................................................................................................9
Appendices...............................................................................................................................10

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Introduction
Tourism and hospitality industry is the broad category of field that provide the
services to people who came from the other country. The industry provides the food, drink,
event planning, transportation, and accommodation facilities to the people. The people came
from outside the country to explore the other country is called tourist. The industry is highly
contributed in the economy (Sharpley, & Telfer, 2015). The behaviour of tourist is fluctuated
due to which they face the issues of decreasing the visitors. It is essential to understand the
behaviour of visitor before attracting them towards the destination. Sydney has been taken
into consideration as it faces the issues of decreasing the visitors.
Sydney is the state capital of New South Wales which is the most populous city in
Australia and Oceania. It is famous for its adventures, and attractive places. The large number
of visitor comes to visit the place in summers and winters. But nowadays, visitors are
decreasing due to which the revenue for hotels, restaurants and city retailers and business are
also decreases. It is require organising the new event or attraction that helps to increase the
visitors in place for this destination. In this report, the discussion is made on the promotion
technique for tourism industry in order to increase the visitors.
New Event
Sydney has to construct the attraction so that the visitors are increases in the city. The
new innovative idea of attraction that the city has to develop to attract the visitors is
“underwater hotel” in the winter months. Winter Month is considered as the too cold time in
a year. During this time, underwater hotel concept with the warm area is the best idea of
attraction to attract the people towards it. The designs of underwater hotel will prepare by the
design as per their qualification. The rooms and its designs are also so attractive that gives the

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memorable experience to the guest. It is truly connect with the nature as the fishes are
surrounding here and there outside the room. The people can easily see the fishes outside the
room all over the time. It also has the facility for the people to go outside the water and swim
with the fishes. It is an appropriate attraction for the people to attract the visitors towards the
city especially in the winter months. People are especially come in the winter months to enjoy
the experience as it is underwater but too hot.
Recommendations
It is essential to develop the hotel more attractive and also has to adopt the changes to
attract the large number of people towards it. The long-term and short term recommendations
will be discussed in detail:
Long Term Recommendation
Promotion technique
The city is already known for its adventures and experiences. The tourism industry
has to spread the awareness among the people about the hotel so that the more and more
people will come to visit the place. The visitor in the city will increases with the help of
promotion technique. There are various promotion tools that help to promote the new
attraction of the city at the international level such as advertisement on television, radio, and
social media. It helps to aware the people about the hotel so that they will attract towards the
city and exited to see the place in order to earn the profit (Digiorgio, 2016).
Consumer Reviews
People to people is the another company in which the company can enter the market.
It is necessary to satisfy the visitors so that they visit this place again and again in every
winter season. It is a long term recommendation as the people always take the suggestions

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from the other while planning for the trip. It is a fact that the one good review attracts the
other two people towards the work. It is recommended that the Destination NSW has to focus
on the satisfaction of the consumers.
Short Term Recommendation
Target Market
The Destination NSW agency has to target the specific age of people as per the
requirement in order to provide them services. Targeting and promoting the particular age
group and people helps to increases the visitors in the city as services provided by them helps
to satisfy them (Baum, 2016).
Gathering information
Gathering the information is also the technique due to which the Destination NSW
can increases the visitors. It has been seen that there are various types of people live in the
society due to which their needs and desires are different for an underwater hotel. That is
why; it is necessary to gather the information about the needs and desires of the people.
Gathering information helps to improve the designs and facilities in order to attract the people
towards it (Mason, 2015).
Infrastructure/ Service/ Knowledge
Experts
The agency has to hire the qualified experts in different streams. The one expert who
have the knowledge of web designing, the expert who are go writer to write the content on
the pictures to describe the place, the other expert should have the influencing power to
influence the people and the others. Various types of people make the organisation as they

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can easily influence the guest towards the country. It is observed that these experts increase
the quantity of visitors in the country.
Promotional Tools
The promotional tools are used by the company in order to promote the services at the
international level. Although, the agency has their own site in which they provide the
information about the event. It is recommended that the agency has to use the promotional
tool in order to attract the people towards the city.
Entertainment services
The entertainment services also have to be increases by the agency as the people
always prefers the entertainment while making the plans. The agency has to promote the
entertainment services by including the so that it would become the first preference of the
visitors (Waheed, Yang, Ahmed, Rafique, & Ashfaq, 2017). It has to organise the parties
without the sounds for the interaction so that the strangers can also interact with each other. It
can be said that the idea of interaction with the strangers is good and effective as it enhance
the confidence and motivation level of the visitors. Entertainment services should be
provided by the travel agency to visitors to increases the tourist.
Promotion for target market
It is required to promote the services to the target market as there are large number of
people does not aware about the facilities and events. It has been evaluated that the people
takes the suggestion from the others and also read the reviews before developing the plan for
the trip. The people invest the money for enjoying the occasions, vacations and celebrate the
special days by exploring the new places. Sydney will become the first choice for the people
as they provide the more services and have the attractive places to enjoy that time.

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Underwater hotel is the best accommodation services for the visitors. Destination NSW has to
promote the hotel while influencing the people to increases the visitors towards the city. The
age of 18 to 40 are the main target group of the agency in order to increase the visitors.
Digital Marketing
Destination NSW can promote the services with the help of digital marketing. There
are various techniques to promote the services through digital marketing such as social media
applications, video marketing and many others. It has been evaluated that the people spent the
large time on internet and scrolling their social media application and like the pictures. The
agency can use the tool in order to promote the digital marketing to promote the hotel
services at the international level. The people also check the consumer reviews online and
can attract towards the services of hotel (Reimers, Chao, & Gorman, 2016).
Sponsorship
Sponsorship is another source that helps to spread the awareness about the hotel to the
people. It is the financial or in-kind support for the activity. The agents have to develop their
contacts and build the relation with the organisation so that they can sponsor the agency. The
sponsor companies pay to promote the tourism due to which the agency can easily promote
the services of the company (Friedman, 2019). Using the method of sponsorship helps the
agency to offers the more exciting program in order to defray the rising costs. From this
technique, the company allows the people to reach specifically without wasting time and
money. It enhances the image and shaping consumer attitude, build the brand awareness
among the people especially the ager of target market. It is the fastest growing form of
marketing. If the companies sponsor the agency for tourism then the brand image of the
agency will arise.

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Brand Ambassadors
Brand Ambassador is the powerful source to influence the visitor to visit the place. It
is recommended that the Destination NSW has to promote its hotel. It is a fact that the people
are more influenced by the famous personalities as they are inspiration for the others. It is
good technique to promote the city by the agency is to hire the brand ambassador as the
celebrity for the promotion. Brand Ambassador promotes the hotel then the chances of
increasing the visitors are high as compare to the others. It has been seen that the brand
ambassadors of the company can easily promote the city as they have their own huge brand
image in the industry.
The agency has to use the brand ambassadors for the promotion. The posters, banners
and the other traditional promotional tools are developed with the picture of brand
ambassadors. The agency has to show the advertisement on television with the use of brand
ambassadors in order to describe the information. The brand ambassadors should be popular
among the society so that the people attracts towards it.
Measuring
There are various measuring tool that helps to measure the success of the event in the
context of increasing visitation. The agency can use the KPI in terms of measuring the data of
increasing number of visitor. KPI’s helps to measure the success by comparing the data of
one year with the data of other year. If there is large number of people comes to visit the
place of Sydney from the previous year that means the visitor will high attracted towards the
city.
Data collecting is the tool which helps to gather the information for measuring the
performance. Destination NSW can collect the visitors experience through surveys,

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feedbacks, and the other tools. It has been evaluated that the agency can use the data to
measure the visitor’s satisfaction level. If there are high good reviews as compare to bad
reviews then the hotel is successful to enhance the visitors.
The financial information of the industry also helps to measure the performance of the
event. The agency can measure the financial data from the previous years to measure the
success. It is requires to record the financial performance of the industry. The profits of the
previous year as compare to the current year helps to evaluate the performance. If the profit
amount is increases as compare to previous year that means the hotel is successful to
establish to increase the number of people towards the city.
Theories and strategies
There are several theories on the tourism planning and development that helps to
understand the behaviour of visitors.
Cohen Theory
This theory states helps to maintain and control the activities of the visitors in order to
understand the concept. Organised mass tourist, Individual mass tourist, Explorers, and
Drifters are the main terms in which the work is allocated to the staff to provide the effective
services to visitors. Organised mass tourist defines the trip planning and the other activities in
the monetary terms. These four terms helps the agency to operate smoothly and provide the
large information to the people. Effective trip planning also encourage the people to make a
trip for exploring the places.
Stanley Plog theory
Stanley Plog Theory defines the different personality of the visitors in terms of
attraction. This theory helps to understand the behaviour of visitors in the different terms as

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per the requirements and desires. Psychocentrics, allocentrics and midcentrics are the terms in
which the behaviour of visitor is define. This theory helps the agency to understand the
behaviour of an individual so; that the development of attraction and event should be
developed as per their requirement of visitor. It is fact that the providing the facilities as per
the needs and requirement of the people satisfy them. Highly satisfied people can easily
attract the visitors towards the city in the large number (Lamers, Van der Duim, &
Spaargaren, 2017).
Conclusion
At the end, it is concluded that the travel agency has to promote the attraction of
“Underwater Hotel”. It is essential for the Destination NSW to improve the hotel in order to
attain the success. Long term and short term will be recommended to the travel agency to
gain the advantage. There are various tools to promote the hotel by targeted the market. It is
requires to measure the performance to achieve the success. There are different theories and
strategies that help to understand the behaviour of visitors in order to increase the visitors.

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Bibliography
Books
Baum, T. (2016). Human resource issues in international tourism. Elsevier.
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.
Sharpley, R., & Telfer, D. J. (2015). Tourism and development in the developing world.
Routledge.
Journal
Digiorgio, V. (2016). Impact of promotional tools on reservation channels management: a
descriptive model of Italian accommodation facilities. Information Technology &
Tourism, 16(4), 347-373.
Lamers, M., Van der Duim, R., & Spaargaren, G. (2017). The relevance of practice theories
for tourism research. Annals of Tourism Research, 62, 54-63.
Reimers, V., Chao, C. W., & Gorman, S. (2016). Permission email marketing and its
influence on online shopping. Asia Pacific Journal of Marketing and Logistics, 28(2),
308-322.
Waheed, A., Yang, J., Ahmed, Z., Rafique, K., & Ashfaq, M. (2017). Is marketing limited to
promotional activities? The concept of marketing: A concise review of the literatur.
Asian Development Policy Review, 5(1), 56-69.
Websites

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Digital Marketing. (2018). 12 Reasons Why Digital Marketing Can Help You Grow Your
Business (Infographic). Retrieved from: https://digitalmarketingphilippines.com/12-
reasons-why-digital-marketing-can-help-you-grow-your-business/
Kokemuller, N. (2018). How to Reach Your Target Market Via a Promotion Mix. Retrieved
from: https://smallbusiness.chron.com/reach-target-market-via-promotion-mix-
66015.html
Sumac. (2018). Did it Work? 5 Tools for Evaluating the Success of Your Project. Retrieved
from: https://sumac.com/did-it-work-5-tools-for-evaluating-the-success-of-your-
project/
Destination think. (2016). How destinations can increase word-of-mouth promotion by
designing socialgenic experiences. Retrieved
from:https://destinationthink.com/destinations-increase-promotion-designing-
socialgenic-experiences/
Consumer psychologist. (2018). International Promotion. Retrieved from:
https://www.consumerpsychologist.com/intl_Promotion.html
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Friedman, S. (2019). Learn How Sponsorship Is a Key to Powerful Marketing. Retrieved
from: https://www.thebalancesmb.com/sponsorship-a-key-to-powerful-marketing-
2295276

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Appendices

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