Impact of Australian Tourism Industry on Flight Centre: A Report

This report assesses the impact of the tourism industry on Flight Centre, a business operating within the Australian tourism sector. The research employs a comprehensive plan, including a literature review that traces the evolution of tourism in Australia and its economic significance, supported by government initiatives like Tourism Australia. The study's purpose is to evaluate the effect of tourism growth on Flight Centre, using a questionnaire-based methodology with a sample of international and local tourists. The research explores the significance of this evaluation for Flight Centre's strategic planning, including financial, marketing, and expansion strategies. The report outlines research questions focused on travel preferences, brand awareness, and service evaluations. The research acknowledges limitations such as time and resource constraints. The findings aim to provide insights into Flight Centre's market position and future growth prospects within the expanding Australian tourism landscape, contributing valuable information for similar businesses.

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Executive summary
This project report is prepared to evaluate effect of tourism industry in Australia on a particular
organisation working in such sector. For competition of this objective we have prepared a
research plan. We will conduct this research on general public to understand relationship
between tourism sector and our selected organisation.
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Contents
Executive summary.........................................................................................................................2
Background to research...................................................................................................................4
Literature review..............................................................................................................................5
Research purpose.............................................................................................................................6
Significance of such research..........................................................................................................6
Hypothesis.......................................................................................................................................6
Methods of evaluation.....................................................................................................................7
Research methodology.....................................................................................................................7
Research questions...........................................................................................................................8
Research limitations.......................................................................................................................11
References......................................................................................................................................12
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Background to research
Australia is one of the most popular countries in respect to tourism. People from all over the
world come to Australia for such purpose. Some of the main tourist attractions in Australia are
Sydney opera house, Great Barrier Reef, Sydney Harbour Bridge. Some of the tourists visit
Australia to see it wildlife. Over the period of time tourism has become one of the major sources
of income in Australia. This tourism in Australia has contributed significantly towards
businesses of small entrepreneurs (Amelung & Nicholls, 2014). In this project report we are
trying to evaluate such effect on small business owner working in tourism sector of Australia.
Business under evaluation is “Flight Centre” that is located in Brisbane. We have designed a
research which will help us to understand current climate of tourism in Australia and its effect on
“Flight centre”. Through evaluation of results of this research we will be able to understand
growth prospective of the organisation.
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Literature review
Evolvement of tourism sector in Australia dates back to the start of 16th century. Over the period
of there have been various development in tourism sector as it has become essential sources of
income for Australia (Ruhanen et.al, 2015). Government of Australia has also established
statutory authority Tourism Australia under Tourism Australia act 2004 to oversee marketing and
development of tourism in Australia. Main objective of this authority is to increase potential
tourist in country by spreading awareness about various tourist destinations in Australia. Focus
of such government is on both local as well as international tourist. Special consideration is
given to international tourists are through them government can gain more gross revenue. This
authority also conducts various researches regarding international travel, domestic travel and
development strategies of tourism in the country (Forsyth et.al, 2014).
Tourism in Australia is increasing day by day due to its popularity especially among
international travellers. This is evident from the fact that in 2016 money spend by international
travellers has increased by 14.1% as compared to 2015. In 2016 total revenue from tourism is $
47.5 billion which has increased by 5.3% as compared to 2015. In 2016 total share of tourism
sector is 3% of total GDP of Australia. Development rate of tourism sector can be evaluated
from the fact that this sector is increasing as the rate of 3 times faster than rest of the Australian
economy. Not only has it affected financial condition of country by also helps in generating jobs
for people of Australia. In 2016 580800 people are directly employed in tourism sector which is
5 % of total population of Australia. Hence from the above stats we can say that tourism sector in
Australia is increasing at steady rate and it is expected to grow in near future (Government of
Australia, 2016).
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Research purpose
We have already evaluated that in near future these is expected growth in tourism sector of
Australia. Purpose of this research is to evaluate the effect of such growth on Flight Centre
which is a business organisation working in tourism sector (Liamputtong, 2013).
Significance of such research
This research will help Flight centre to evaluate their current position in the market and their
future prospective of growth. It will also help in making future business plans and strategies like
financial plan, marketing strategies, expansion strategies etc. This research can be used by other
organisations working similar industry as secondary sources of information for their research
(McMillan and Schumacher, 2014).
Hypothesis
Hypotheses are the statements that are assumed by researcher at initial state of research through
background study and observation. Some of the hypotheses made by us are-
1. Tourism sector is expected to increase in near future.
2. Flight Centre is not expected to shut its business in near future.
3. There are contingent events that can effect business operations or tourism industry.
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Methods of evaluation
Results of the research will be determined by collection of answers to questionnaire prepared by
us in such a manner that a particular conclusion ban be acquired. The research questions are
prepared in such a manner that it directly shows the relationship between flight crew and tourism
in Australia.
Research methodology
Method used for this research is through questionnaire. Questionnaire is most commonly used
primary source of collection of information. Information collected from questionnaire is
authentic as researcher has a direct conversation with population.
Sample population=100 international tourists and 50 local tourists.
Time taken for collecting information = 10 days
Time taken for research analysis= 5 days
Manpower required= 5 people
(Best & Kahn, 2016)
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Research questions
Question 1- What is your age?
18 to 25
26 to 40
41 to 60
61 and above
Question 2- what is your favourite international travel destination?
Australia
Paris
Dubai
Other (Mention)…………………
Question 3- Would you prefer to travel to Australia instead of other places?
Yes
No
Maybe
Question 4- Have you ever heard of flight centre?
Yes
No
Question 5 - Have you ever used the services of flight centre?
Yes
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No
Question 6- How many times you have used services of flight centre?
At every visit to Australia
Majority of time at visit to Australia
More than once
Once
Question 7- What do you think of the prices of packages offered by flight centre?
Very attractive
Average
Poor as compared to others
Comment (it any)………………
Question 8- Would you prefer flight centre over other retail travel companies?
Yes
No
Maybe
Question 9- What are the services would you prefer in you retail travel service provider?
Better prices
Better services
Additional complimentary services
Other (mention) ……………
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Question 10- How would you rate prices and quality of services of flight centre out of 5?
1
2
3
4
5
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Research limitations
Every research has some limitation which can have negative impact on the evaluation of research
results. Research management requires a lot of time and money from start to completion which is
in constraint with us. Due to limited resources the sample size of population on which this
research is conducted is limited (Neuman, 2016).
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References
Amelung, B., & Nicholls, S. (2014). Implications of climate change for tourism in
Australia. Tourism Management, 41, 228-244.
Best, J. W., & Kahn, J. V. (2016). Research in education. Pearson Education India.
Forsyth, P., Dwyer, L., Spurr, R., & Pham, T. (2014). The impacts of Australia's departure tax:
Tourism versus the economy?. Tourism Management, 40, 126-136.
Government of Australia. (2016). Tourism Australia.
Liamputtong, P. (2013). Qualitative research methods.
McMillan, J. H., & Schumacher, S. (2014). Research in education: Evidence-based inquiry.
Pearson Higher Ed.
Neuman, W. L. (2016). Understanding research. Pearson.
Ruhanen, L., Whitford, M., & McLennan, C. L. (2015). Indigenous tourism in Australia: Time
for a reality check. Tourism Management, 48, 73-83.
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