Detailed Analysis: Tourism Planning Environment in Australia Report

This report, prepared by a student, examines the tourism planning environment in Australia, focusing on the impact of external factors like Brexit, and internal influences on the industry. It provides a position statement from an employee of "Tourism Connect" outlining the company's role and objectives. The report delves into opportunities such as proximity to Asia and affordability, and threats like economic downturns. It analyzes employment and income issues, highlighting the industry's contribution to the Australian GDP and employment. The main driver of the issues is identified as Brexit, with examples provided from research. The report emphasizes the need for new policies to address reduced revenues and improve the profitability of tourism organizations, considering various stakeholders and trends affecting the industry. The role of the government and key stakeholders in the plan's implementation are also discussed.

Running head: TOURISM PLANNING ENVIRONMENT
TOURISM PLANNING ENVIRONMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Position statement......................................................................................................2
2. Background context...................................................................................................3
3. Statement based on need............................................................................................6
4. Scope of plan which is proposed................................................................................9
5. Process which has been proposed............................................................................11
References....................................................................................................................13

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1. Position statement
I am an employee of the organization named Tourism Connect. We mainly
operate in the industry of tourism and provide different types of services and products
to the clients.
The main role which I play in the agency is related to the ways by which different
regulations and laws are developed for the operations. The implementation of new processes
is also an important part of the responsibilities which are undertaken by me within the
company (Brouder et al. 2016).
Role that is played by the organization in tourism sector
The role which is played by the company in the tourism sector of Australia mainly
includes, advertising, media related programs, PR and advertising. The operating process of
the organization is thereby able to attract different tourists from different areas of Australia
and the world (Benur & Bramwell 2015).
External and internal influences on the organization
The employees are thereby considered to be an important part of the internal
influences which can affect the operations of the company. The changes which are constantly
taking place in the external environment are further considered to affect the organizational
operations in a huge manner (Coccossis 2017).
Objectives and goals based on the issue that is addressed in the study
The major issue that can be addressed effectively by the proposal which is being
provided in discussion paper is related to the ways by which new technologies have been able
to affect the Australian Tourism industry (Tourismconnect.com.au 2018).

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Ways which can be used by the plan to address issues
The plan that can be proposed in the discussion paper is related to the analysis of
various stakeholders who are thereby considered to be major parts of operations conducted in
the tourism industry of Australia. The various factors that can affect tourism industry of the
country are included in the discussion paper (Dredge & Jamal 2015).
2. Background context
Issues and opportunities that are faced by tourism based sector of the country
Opportunities – The major opportunities which are provided to the tourism based
industry of Australia is based on the proximity based levels of the country with the emerging
areas like Asia. The lower cost based carriers of different companies have been able to play a
major role in the ways by which tourism related activities of different organizations can be
increased in an effective manner (García, Vázquez & Macías 2015). The major economic
value based on tourism related services are thereby quite likely to increase in the next few
years of operations of the sector. The affordability based rates of tourism services have
increased and has been able to attract more number of tourists towards the country. The travel
budgets which have been developed by the travellers or the tourists are a major part of the
effective opportunities (Horner & Swarbrooke 2016).
Threats – The debts of the industry have proved to be a major factor that are able to
affect the operations of the organizations which are based on tourism. The laws related to
tourism that have been applied in China have played a major role in the ways by which
Australian tourism sector has been affected. The Brexit implementation has been able to
affect the entry of tourists from the United Kingdom in Australia (Huang et al. 2017). The
UK tourists have also started reducing their travel plans due to adverse effects which were

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caused by the implementation of the Brexit. The UK based visitors have reduced and further
cancelled their travel related plans based on these factors (Lew 2014).
The main geographic focus related to the discussion
The main geographic focus that can be considered for the analysis in the discussion
paper is based on Australia and different tourism related activities which are performed in the
country. The implementation of the Brexit based laws have been able to affect the ways by
which the tourism industry operates in the country (Luthe & Wyss 2014). The different
variations that have occurred in the exchange based rates have been able to play a major role
in the tourism operations. High levels of growth of the tourism industry is thereby considered
to be an important facilitator in improvement of the industry (Malek & Costa 2015).
Employment and income related issues which are relevant in nature
The tourism related industry of the country has contributed more than 47.5 million
Dollars to Australian GDP. The industry has thereby provided employment opportunities to
greater than 500,000 people in Australia. The earnings related to exports in the country have
been more than 30.7 billion Dollars which is around 9.6% of total export related receipts. The
expenditure that was thereby made by the tourism industry was more than 100 billion Dollars
(Merinero-Rodríguez & Pulido-Fernández 2016). More than 270,000 tourism related
organizations are provided with support by the tourism industry of the country. The fall
which has been experienced in the GDP of the UK has been a major reason behind the lack of
proper number of tourists. The value of pound has also dropped in the current environment
which has further caused issues in Australian tourism industry (Nunkoo 2015).
Main drivers of this issue

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The main driver which is an important part of the industry is related to the application
of Brexit in the UK. The exit which has been made by United Kingdom from the EU has
been able to act as the important driver of issues related to lack of revenues in the industry
based on tourism in Australia. The GDP rates of United Kingdom has also depicted a huge
fall after Brexit was implemented. The tourists from UK had stopped visiting Australia. The
tourism organizations have also faced huge levels of losses due to these factors (Prebensen,
Chen & Uysal 2018).
Examples given from research
The example which can be provided based on the analysis of the topic that has been
made in the discussion paper is related to effect of Brexit on lack of proper income based
levels of residents in the country. This has been able to provide a huge impact on the tourists
who have thereby made plans to visit Australia. The growth that has been experienced by US
economy has also been affected in an adverse manner by Brexit implemented in the UK
(Raun, Ahas & Tiru 2016). The major reason behind the lack of proper amounts of tourists is
based on the reduction of amounts of disposable income of people. The rates of the growth of
economy of China which is considered to be an emerging country have been affected by the
Brexit based activities (Ritchie & Campiranon 2014).
Issue or problem which is important for formation of new policies
The development and formation of the new policies in tourism based industry of
Australia is related to the different issues which are being faced by the organizations after the
implementation of Brexit. The application of Brexit in the industry has been able to play a
major role behind the lack of proper levels of tourists (Sharpley 2014). The examples that
have been discussed in the paper are able to depict that Brexit has been able to affect many

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countries all over the world. The tourism based industry of the country has been affected by
reduction of tourists levels.
Tourism industry of Australia is an important contributor to GDP and the proper
growth of the economy as well. The proper development of policies is thereby based on the
ways by which reduced revenues of the tourism based industry can be affected. The major
discussion is thereby aimed at the effective development of policies and improving the
revenues as well. The improvement of the revenues and profitability of the tourism based
organizations can be increased in an effective manner (Todd, Leask & Ensor 2017). The
proper operations of these organizations are thereby based on the ways by which the revenues
can be increased with the help of proper policies.
The significance of the issues is related to the ways by which the profitability based
levels of the organizations in tourism industry are affected. The reduction of the number of
visitors is considered to be a major factor which has affected the tourism sector and the
organizations in a negative manner. The growth of the industry has been reduced due to
changes which have taken place in the different operating processes of the companies (Van
der Wagen & White 2018). The reduction of disposable income of people is thereby
considered to be a major factor that has played a major role in the effective reduction of
profits of the industry. The policies which can be implemented in the industry can thereby
play a major role in the ways by which the tourisms organizations are able to operate in the
industry (van der Zee & Vanneste 2015).
3. Statement based on need
Need related to the plan
The major requirement of the plan is based on the ways by which the issues faced by
the industry can be resolved in an effective manner. The contribution which is thereby

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provided by tourism industry to proper development of Australian economy. Proper
implementation of policies has been able to play a major role in the improvement of revenue
based levels and the profitability. The requirement of the new policies is thereby based on the
ways by which issues of the industry can be solved in an effective way (Vanhove 2017). The
economic condition of Australia can be improved effectively with the help of proper
resolution of issues.
Role that is played by government
The government of Australia is able to play a huge role in proper implementation of
the effective policies and plans. The government will thereby be able to facilitate the proper
levels of implementation of policies which will proposed in the paper. The government of the
country will influence the ways by which policies and regulations can be implemented within
the company in an effective way (Wachowiak 2016). The implementation of these policies in
an efficient manner is important for the residents of the country. The organization in which I
am employed is affected by the government based support. The proper levels of involvement
of the government of Australia is based on the ways by which the policies are applied in the
industry effectively. The government thereby needs to take effective steps in order to manage
the operations of different companies effectively (Xiang, Magnini & Fesenmaier 2015).
Stakeholders of plan
The plan or policy which will be implemented by the company is based on the
stakeholders who are considered to be major parts of the industry. The international tourists
are thereby considered to be the most effective stakeholders of organizations in the tourism
based industry. International tourists can be considered to be external stakeholders. The
operations within tourism organizations are based on external stakeholders (Zeng & Gerritsen
2014). On the other hand, internal stakeholders of the tourism based organizations thereby

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include, employees or the human resources and the government agencies. The government of
the country is thereby able to play a key role in the ways by which policies and plans are
implemented effectively. The external and the internal stakeholders of tourism based industry
are thereby affected by effective implementation of different plans that will be provided in
discussion paper (Xiang, Magnini & Fesenmaier 2015).
The key trends which are able to influence the issues
The important trends that can have major effects on changes which have happened in
the demands and needs of tourists in the tourism industry. The changes can thereby play a
key role in the boom that has occurred in tourism based industry. The activities related to
Brexit in the United Kingdom has a major effect on the proper tourist based activities. The
operations related to travel in the country can be affected in a huge manner by lack of the
proper levels of growth (Raun, Ahas & Tiru 2016). The growth of travel based industry is
thereby affected by the ways by which the effective policies are implemented in different
organizations. The implementation of Brexit has thereby proved to be the most important part
of the effects on the tourism based industry of Australia in an effective manner.
Challenges to be responded by the organization
The main part of the challenges which were faced by the company in which I am
employed is based on the ways by which the policy can be formulated in order to implement
in different areas. Reduction of financial capabilities is considered to be a major part of
challenges that are encountered by the company. The policies that are developed in the
discussion paper are based on the operations of tourism industry. Huge challenges that are
faced by the company with respect to policies which are suggested in the paper (Zeng &
Gerritsen 2014).

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Reasons related to the intervention of government
The Australian government the thereby has to intervene in the formation and further
implementation of the policy as tourism related industry is considered to be an important part
of the development of economy. The government can play an important part in the processes
of implementation of different plans the in Australian tourism industry. The government
intervention is also quite helpful in the effective application of the policies in organizations of
tourism industry (Vanhove 2017). The proper maintenance of the growth of tourism industry
of Australia is thereby considered to be a major responsibility of the government.
Effects, outcomes and benefits of this policy
The policy which will be thereby developed in the paper will be mainly based on
proper improvement of growth levels of Australian tourism industry. The industry of tourism
capable of providing best levels of services to international tourists if the effective plans and
policies are implemented in the organizations. The revenues and profitability based levels are
an important part of the results that are thereby provided by the plan. The outcomes of the
plan and further based on the increase in number of international tourists (Sharpley 2014).
The adverse effects which Brexit has on the industry will thereby be reduced in an effective
manner. The number of international tourists visiting the country will also increase in the
process. The effect which the lack of proper number of international tourists have on the
operations of the tourism industry can be effectively mitigated with the help of plans and
policies that will have been suggested by discussion paper (Horner & Swarbrooke 2016).
4. Scope of plan which is proposed
Possible plans and approaches

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The approach which help in the development of tourism industry is related to the
increase in levels of promotions and advertising. The lack of incomes of people has been a
major reason behind the reduction of the international tourists in the country. The discount
based offers and attractive packages can be an effective method of increasing number of
tourists.
Instruments based on the implementation of plan
The different instruments which can be used in an effective manner by the industry in
order to increase the revenues are, digital marketing, social media, print based media. The
instruments can thereby be used in an effective manner in order to implement the plan in the
industry (Dredge & Jamal 2015).
Usage of the several instruments in an efficient way
The government of the country plays a vital role in the proper development of the
advertisements that can attract the international tourists from different parts of the world. The
advertisement based policies are thereby considered to be a major part of the plan
implementation (Malek & Costa 2015).
Types of the resources that are required
The most important resources that are a part of the effective implementation of the
plan thereby include, the effective human resources and the financial resources as well. The
government support is also considered to be an effective resource.
Pros and cons of the plan or policy
The ways by which number of tourists in the tourism industry can be increased
effectively is an advantage based on the policy. The disadvantages of implementation of this

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policy is based on requirement of huge quantities of resources for formation of
advertisements (Lew 2014).
Manners by which policy or plan for providing effective directions
The activities related advertisements which have been performed in the organizations
are based on the ways by which the tourists can be attracted. The growth in number of
tourists is ensured with the help of proper implementation of the policy (Benur & Bramwell
2015).
5. Process which has been proposed
Process related to the planning
The planning related process is mainly based on formation of efficient levels of
advertisements for the purpose of attracting tourists. The maintenance of growth is thereby
affected by application of the policy.
Process based on implementation of the plan or policy
The promotional activities will be formed in an effective manner with the proper
analysis of demands and needs of tourists in different areas of the world. The various
facilities which are important for the industry can be highlighted with the help of effective
advertisements (Coccossis 2017).
People who need to be consulted while implementation of the plans
The human resources or the employees and brand managers of the organization need
to be consulted in order to implement the policies.
Process used for implementing the plan