MBA652: Strategy and Leadership in Australian Tourism Industry Report

This report provides an analysis of the Australian tourism industry, highlighting key issues and challenges. The report focuses on stakeholder engagement, employee recruitment and motivation, and the importance of effective training programs. It identifies the various stakeholders involved, including customers, related organizations, and other external entities, and emphasizes the need to address their needs for a positive tourist experience. The report also addresses the difficulties faced in attracting and retaining talented employees, citing high turnover rates and the need for better recruitment strategies. Furthermore, it explores the significance of employee motivation and training in ensuring customer satisfaction and efficient service delivery. The stakeholder theory is applied to propose recommendations such as valuing stakeholders, improving communication, implementing efficient leadership, conducting personality assessments, providing rewards, and offering comprehensive training programs. The report concludes by emphasizing the need for a holistic approach to address the complex challenges within the Australian tourism sector.

AUSTRALIA TOURISM
The travel and tourism
industry in Australia is of
high quality and in a
recent visit I had been to
Sydney for an aboriginal
tour. My stay in Australia
was very good and
positive because of the
high quality service
provided by the hotels
and also because of the
experiential tour.

GOOD AND BAD OF THE STAY IN AUSTRALIA
Good Bad
The picturesque locations and the new
experience from the tourism
Lack of proper tour guides to explain thee
information
The beautiful and clean hotel rooms Delay in services
Polite people catering to the needs Inefficiency of some of people

ISSUES IN THE TRAVEL
AND TOURSIM INDUSTRY
IN AUSTRALIA
• Stakeholder
engagement
• Attracting and
recruiting talented
employees and
candidates in the
industry
• Motivating
employees
• Training

STAKEHOLDER ENGAGEMENT
The travel and tourism industry involves
many stakeholders and it is important for
the industry to look into the needs of all
the stakeholders.
The stakeholders are the following:
• Customers
• Organisations that are related to the
business like hotels, tour operators, travel
agencies attractions and airlines
• Digital alliances
• Others who are not related to the business
however has a huge role to play like
banks, conveyance and food
manufacturers.
Failure in engaging these stakeholders and
looking into their needs have a negative
effect on the experience of the tourists.

ATTRACTING AND RECRUITING EMPLOYEES
Reports suggest that the travel and tourism
sector still needs about 993,000 staff by the
year 2022.
The travel and tourism industry faces issues
in recruitment of employees because of the
following reasons
• Unable to find the suitable candidates
• Unable to attract employees
• High turnover rate

MOTIVATING EMPLOYEES
Motivating employees and
retaining employees in the
travel and tourism industry is
a huge issue and also a
difficult task because of the
following:
• Dynamic industry, constantly
changing
• High employee engagement
• Often creates stress and
pressure among employees
• Long working hours
• Sometimes requires extra
working shifts

TRAINING EMPLOYEES
Efficient training is very
important in the travel and
tourism industry as it has
many divisions and each
division needs to be perfect
in order to attain full
customer satisfaction and
provide a positive experience
to the tourists or the guests.
The lack of training is one of
the major reasons for
employee turnover and also
the difficulty to recruit
efficient employees in this
industry.

SOLVING ISSUES WITH THE STAKEHOLDER
THEORY
The stakeholder theory was introduced by
eminent philosopher R. Edward Freeman
The stakeholder theory suggests that all the
stakeholders that affect the business should be
taken care of for the successful operations of
the company.
The stakeholder theory states that if the
employees are not treated properly, the
companies are likely to fail.

RECOMMENDATION
• Value the stakeholders and establish
communication with the stakeholders
• Appoint an efficient leader
• Personality assessment during
interviews
• Provide rewards and recognition
• Create attractive policies and
scheme
• Provide one month training after
selecting employees

REFERENCE
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retention and engagement in organizations. IJAME.
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competencies required to cocreate memorable customer experiences in
the hospitality industry. In Hospitality Marketing and Consumer
Behavior (pp. 159-185). Apple Academic Press.
• Ceicdata.com (2019). Australia Tourism Revenue [2005 - 2020] [Data &
Charts]. [online] Ceicdata.com. Available at:
https://www.ceicdata.com/en/indicator/australia/tourism-revenue
[Accessed 14 Jan. 2020].
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Employee Turnover and Employees' Retention in hospitality
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REFERENCE
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behavior in public organizations: Is it rules or leadership?. Public
Administration Review, 76(6), pp.898-909.
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theory as an ethical approach to effective management: Applying the
theory to multiple contexts. Revista brasileira de gestão de
negócios, 17(55), pp.858-869.
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the internal stakeholders perceive the implementation of
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