Visitor Behaviour

This report analyzes visitor behaviour in tourism and suggests a new event, the lamp night music festival, to increase visitation in Sydney during the winter months. Short term and long term recommendations, additional requirements, ways to promote the target market, and assessment of established theories and strategies are also discussed.

Visitor Behaviour

Executive summary
The effective visitor behaviour is not possible to predict without good analysis of the good
tourism taking place. It is required to identify the group of people from the crowd in order to
increase the number of the visitors. This report comprises the new event suitable in Sydney
for increasing the number of visitors during the winter months. The lamp night music festival
has been decided to organise by the tourism agency, Destination NSW. This event is expected
to increase number of visitors in the winter month. The short term and long term
recommendations have been given to enhance visitation in the winter months. The report also
includes the additional infrastructure, service and knowledge to support the event. The ways
to promote target market have been also defined in the report along with the established
theories and strategies.
At the end, it can be concluded that lamp night music festival can be a successful effort by
the Destination NSW to increase the number of visitors during the winter months in
Australia.

Contents
Executive summary...............................................................................................................................1
Introduction...........................................................................................................................................3
Findings.................................................................................................................................................3
New event or attraction suitable in Sydney........................................................................................3
Short term and long term recommendations to increase visitation.....................................................4
Additional requirements for supporting event or attraction...............................................................5
Ways to promote target market and measurement of the success of the event or attraction...............5
Assessment of the established theories and strategies........................................................................6
Conclusion.............................................................................................................................................7
Recommendations.................................................................................................................................7
References.............................................................................................................................................8
Appendices..........................................................................................................................................10

Introduction
Tourism is one of the globe’s fastest growing industries. The high percentage of tourism
activities involves natural sites and innovation events. Tourism in Australia is also blooming.
But the country faces less number of visitors in the winter season. It also results in the lower
revenue for the restaurants, hotels, city retailer and businesses. There is a need to invest in
other resources which can improve tourism activities in the city. Destination NSW is a
leading government agency in Sydney working for tourism and major events. The agency
contributes efforts in securing events and delivering initiative which can drive the growth of
the visitors. As per the scenario of the industry in the winters, the agency has decided to
increase sales by arranging lamp night music festival. This event can attract not only visitors
but has also the capability of increasing the income of the hotels, restaurants and other
business of Sydney. The event will be organized in the winter season comprising months of
June, July, and August. The event will be taking place every month of the winter season for
three days consecutively.
Findings
New event or attraction suitable in Sydney
The lamp night music festival will be organized in Sydney for the 23th, 24th, and 25th of June,
July, and August. The event will turn into 3 days, 3 nights sound and light enormous. The
event will feature thirty musical acts, art installations, 3 nights of campaigning, yoga, local
craft vendors, great food and music till dawn. The music festival will not about the music but
all about the community they create. The night lights music festival will begin small and
simple. The bunch of friends can together enjoy the weekend with the great music in the
wood (Luckman, 2016).
The concept of the lamp night music festival is nature and to make people break free from
their hectic city and lives, dance and celebrate. The event will strive to create an atmosphere
and experience which people are not able to experience in the culture of the city. It will be an
open-air kind of party on the green land with a spectacular view. It will be a great merger of
the good electronic dance music, cocktails, drink, beers, BBQ, divine food, special acts along
with the amazing setups (Mathias, Gehring & Palmer, 2017). The food will be available on
the event from breakfast to dinner with the wide options. The snacks will also be provided in

the evening. There will be the main kitchen adjacent to the mains and café in the woods stage
along with several food vendors. The free portable water will also be available on the site.
The visitors will be permitted to bring own food and beverages. There are some regulations
for the events taking place and the patron are permissible to bring a reasonable amount of the
alcoholic beverages to the event like one case of beer or one box of wine per person. The re-
entry will be allowed (Kelly & Fairley, 2018).
Short term and long term recommendations to increase visitation
The short term recommendation to increase visitation in the event will be to call renowned
music artists on the events. The music artists have a great fan following and can increase the
number of visitors. The first hundred visitors will be even offered with the discount.
Destination NSW is recommended to involve with the social media communities regarding
the event during all the stages of the event (Luther, et al. 2018). It will help the agency to
create awareness, interest and spark discussions. Facebook is a good place to start. Every
person is having a Facebook account nowadays. The agency can create a Facebook page for
the event before the day event taking place. The attendees will send an invitation and will
have online space to socialize, discuss and plan the event schedules (Belgiojoso, 2016). The
video campaign can even be helpful in generating interest over YouTube. The agency is even
recommended to promote the event by using social media walls onsite. The event can be
promoted by using the hashtags online. The social media posts can be displayed live by
featuring tags. The open communication should be promoted between the event and
attendances.
The visitation can also be increased by offering facilities to exhibit hall to the vendors. The
vendors will also be guided by the smart matchmaking apps and the interaction driving
technology. The viable sponsorship opportunities will also be offered by the added marketing
and attendee engagement (Heldt & Mortazavi, 2016). The long term recommendation to
increase visitation is to maintain contact with the visitors even after the events which are
operated by the agency. The team of the agency should also be trained for developing
engagement skills to convert opponents to convert into the sales opportunities. The
engagement techniques should be used to hold the attention of the customers. It is also
recommended to the agency to make use of the innovative techniques in the event along with
the bands of the talented singers. The event is required to getting things organized and things
in the appropriate place at the right time (Dowson & Bassett, 2015).

Additional requirements for supporting event or attraction
The event will be launched at the outdoor site. The agency is required to coordinate with the
appropriate authorities for the commencement of the event in order to ensure regulatory
requirements. The events in the form of infrastructure will comprise staging, water supply,
power supply, public toilets, heating to prevent winters, public toilets, emergency services,
formation of temporary structures, transport systems, car and coach parking, camping sites
and temporary accommodation, signage, technology requirements, waste management,
security and environments necessitates. Once the infrastructure requirements will be
developed, there will be a requirement of the approval of the authority (Boshnakova &
Goldblatt, 2016). The event is needed to be discussed with the approving authority. It will
also be required to integrate safety, security and risk management issues into the planning
certification along with the processes as safety features.
The event is also required to have the best planners as savvy networks. The agency is heavily
reliant on the people are driven and relationship-based people. So, there is a requirement of
the great network of the diverse event professionals like photographers, caterers, DJs,
lighting, bands, A/V, video, décor and more (Hoksbergen & Insch, 2016). The expert
knowledge required for organizing lamp night music festival is organizational skills such as
keeping client timelines on the schedules, budgets in chequered and details like from the
strategy stages to the post-event worksheet. The agency planning event necessitated having
skills like resilience and adaptability. Such skills focus on the ‘go with the flow’ attitude and
overcome the challenges at the event. The agency also required to have unbridled creativity
in order to look for cutting edge ideas from the client’s perspective. The budget is also a
significant skill for the agency (Drury, Novelli & Stott, 2015). It will comprise projecting and
tracking. It is critical to managing money and skilfully budget on the time.
Ways to promote target market and measurement of the success of the event or
attraction
The lamp night music festival will be for all ages. The patrons under the age of 18 should be
escorted by an adult. There will be free availability of the portable water throughout the
event. The portable toilets could also be accessible along with the hand washing stations. The
target market of the event will be entertained by providing free drinks, music, fire show,

cracker show, laser show, shooting sky lamps and unlimited happiness (Jones, 2017). There
will be even happy hours for 4 hours from 8 pm to 12 am. The event can even be promoted
by innovative themes like neon. The color runs can be seen at the event. According to the
studies, it has been found that 40% of people like to attend music festivals with unique
themes. The demand for the music festival is driven by the hard-core festies. Such a section
of people has a great role in increasing the demand for the festival. They even spend more on
the festival experiences than the average fans. They even have a role in influencing the
spending of others as well (Gibson & Connell, 2016).
Assessment of the established theories and strategies
The strategies to be used by the Destination NSW in order to fight with the problem of lower
visitation during the winter season are explained below:
Engage artists: The hard-core festies like to listen to the artists coming to the event. 76% of
hard-core festies are more likely to attend the event. The artists launched music albums and
songs recently are likely to capture more visitors on the event. The agency can promote itself
on social media and catch visitors in person (Frost & Laing, 2015).
Rely on the partners for promotion: Destination NSW can even rely on the partners for the
promotion. The visitors also do not wait for the upcoming music festivals to know from the
ads or friends but they pursue them out. More than 50% of people come to know about the
music events through the ticketing provider. Rest people came to know about the event
through the event listing sites. Destination NSW can update the event details on the website
under the coming events. The agency will be even sending targeted emails to the people
based on the purchase data (Manners, Kruger & Saayman, 2016).
Maximizing digital and social music festival marketing: Destination NSW can make use of
opportunities like online ads and social media to reach customers. Almost 50% of the
customers discover about musical events through the advertising campaigns. Rest 50% of the
customers discovers festivals from the TV ads or radio (Hannam, Mostafanezhad, & Rickly,
2016).
Market event to the more locations: The people can travel for their desirable events. It has
even assessed that half of the visitors can travel even outside to attend the festival in another
country. So, the agency will be promoting the event outside Australia in order to increase the
number of visitors in the winters. Destination NSW will be promoting the event to the out of

towners on the early basis. Because it is challenging to plan a cross country trip closer to the
event. The most efficient music event marketing channel can only be revealed if the attention
is being paid (McGrath & Love, 2017). The agency will track everything and learn what
works and what is not effective.
Conclusion
From the above report, it can be concluded that the unique event like lamp night music
festival will be efficient enough in increasing number of visitors in the winter season in
Australia. The event will be in the form of an open-air kind of party on the green land with a
spectacular view. The event will strive to create an atmosphere and experience which people
are not able to experience in the culture of the city. The renowned music artists will perform
on the event. The music artists have a great fan following and can increase the number of
visitors in the event taking place in the winters. The event will be promoted by the innovative
themes like neon. The established theories and strategies to be used by the Destination NSW
will result in the appropriate solution to the problem of the lower visitation during the
winters.
Recommendations
Destination NSW is recommended to do organize more commercial activities on the event so
that the revenue of the hotels, restaurants, retailers, and businesses can be increased. There
should be a lot of a number of the stalls for the vendors on the event so that they can sell the
products. It is also recommended to arrange stalls for the restaurateurs of the city so that they
can make a significant income on the event. Destination NSW can even organize after party
where visitors can dance freely and enjoy in the soothing environment (Moussard, et al.
2016). The event should be intimated with the unique interests of the people. By targeting the
interest of the hard-core fans, the event can attract more visitors. It can result in generating a
large percentage of the profits in the short term and even in future events. The agency is even
recommended to go for smart marketing in order to promote the event in a better way
(Westrol, et al. 2017). It can maximize the effectiveness along with the expansion of the
social reach.

References
Belgiojoso, R. (2016). Constructing urban space with sounds and music. Routledge.
Boshnakova, D., & Goldblatt, J. (2016). The 21st Century Meeting and Event Technologies:
Powerful Tools for Better Planning, Marketing, and Evaluation. Apple Academic Press.
Dowson, R., & Bassett, D. (2015). Event planning and management: A practical handbook
for PR and events professionals. Kogan Page Publishers.
Drury, J., Novelli, D., & Stott, C. (2015). Managing to avert disaster: Explaining collective
resilience at an outdoor music event. European Journal of Social Psychology, 45(4), 533-547.
Frost, W., & Laing, J. (2015). Avoiding burnout: the succession planning, governance and
resourcing of rural tourism festivals. Journal of Sustainable Tourism, 23(8-9), 1298-1317.
Gibson, C., & Connell, J. (2016). Music festivals and regional development in Australia.
Routledge.
Hannam, K., Mostafanezhad, M., & Rickly, J. (Eds.). (2016). Event mobilities: Politics, place
and performance. Routledge.
Heldt, T., & Mortazavi, R. (2016). Estimating and comparing demand for a music event using
stated choice and actual visitor behaviour data. Scandinavian Journal of Hospitality and
Tourism, 16(2), 130-142.
Hoksbergen, E., & Insch, A. (2016). Facebook as a platform for co-creating music festival
experiences: The case of New Zealand’s Rhythm and Vines New Year’s Eve
festival. International Journal of Event and Festival Management, 7(2), 84-99.
Jones, M. L. (2017). Sustainable event management: A practical guide. Routledge.
Kelly, D. M., & Fairley, S. (2018). What about the event? How do tourism leveraging
strategies affect small-scale events?. Tourism Management, 64, 335-345.
Luckman, S. (2016). Location, Spatiality and Liminality at Outdoor Music Festivals: Doofs
as Journey. The Festivalization of Culture, 189-205.

Luther, M., Gardiner, F., Lenson, S., Caldicott, D., Harris, R., Sabet, R., ... & Perkins, J.
(2018). An effective risk minimization strategy applied to an outdoor music festival: a multi-
agency approach. Prehospital and disaster medicine, 33(2), 220-224.
Manners, B., Kruger, M., & Saayman, M. (2016). Managing live music performances: a
demand and supply analysis. Event management, 20(2), 147-163.
Mathias, B., Gehring, W. J., & Palmer, C. (2017). Auditory N1 reveals planning and
monitoring processes during music performance. Psychophysiology, 54(2), 235-247.
Moussard, A., Bermudez, P., Alain, C., Tays, W., & Moreno, S. (2016). Life-long music
practice and executive control in older adults: An event-related potential study. Brain
research, 1642, 146-153.
Westrol, M. S., Koneru, S., McIntyre, N., Caruso, A. T., Arshad, F. H., & Merlin, M. A.
(2017). Music genre as a predictor of resource utilization at outdoor music
concerts. Prehospital and disaster medicine, 32(3), 289-296.

Appendices