Business Venture in Australian Tourism: A Comprehensive Case Study

This case study examines the Australian tourism industry, focusing on identifying a viable business venture and its potential for growth. The report proposes a travel agency, particularly emphasizing online booking, as a suitable business model. It targets young couples seeking honeymoon destinations, highlighting the importance of funding and lucrative offers. The study analyzes the tourism industry's contribution to the Australian economy, evaluates barriers to tourism-related infrastructure, and presents data through graphs and charts to illustrate visitor demographics and spending. The analysis underscores the importance of strategic marketing, online promotion, and competitive pricing to attract tourists and increase bookings. The report concludes by emphasizing the future prospects of the tourism sector, including the need for continued investment and innovation to maintain and enhance its economic contribution.

Running head: CASE STUDY ON AUSTRALIAN TOURISM
Case Study on Australian Tourism
Name of Student:
Name of University:
Author’s Note:

1CASE STUDY ON AUSTRALIAN TOURISM
Executive Summary:
The report aims to select a probable business venture for the Australian tourism industry
sand its growth. It also shows the possible cohort of the tourists to which the business venture
caters to. The study also includes the analysis of the contribution of the tourism industry to the
total revenue for the country. The report also focuses on the future benefits of the chosen
venture. The ventures similar to those chosen are also mentioned.

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Table of Contents
Introduction:....................................................................................................................................4
Nature of Business:..........................................................................................................................5
Type of the business:.......................................................................................................................6
Selected cohort of tourists:..............................................................................................................7
Criteria of funding for the tourist trips:.......................................................................................7
Criteria for business venture:...........................................................................................................8
Ventures meeting the possible criteria:............................................................................................8
Contribution of the tourism industry to the economy of Australia:.................................................9
Evaluation of the barriers to the tourism related infrastructure:..................................................9
Graphs and charts showing the contribution of the tourism industry and the future projections:
...................................................................................................................................................10
Future prospects:............................................................................................................................12
Conclusion:....................................................................................................................................12
Reflection 1:...................................................................................................................................14
Reflection 2:...................................................................................................................................15
Reflection 3:...................................................................................................................................15
Reflection 4:...................................................................................................................................16
References:....................................................................................................................................18

3CASE STUDY ON AUSTRALIAN TOURISM
Introduction:
Tourism is extremely important for the Australian economy. The reasons for tourists
travelling to different parts of the world are varied and include the reasons of leisure, business as
well as education. Tourism is a significant contributor to the Australian Economy. The diverse
regions and landscapes of Australia provide a variety of options for the people to explore and
enjoy at the same time.
The unique destinations in Australia include, rainforests, coral reefs as also red deserts.
The lifestyle of the people in Australia is extremely peaceful relaxed and basically outdoor. The
population size of Australia being relatively smaller compared to other countries, the area being
large, the tourist exploration proves blissful and a beautiful experience. Several initiatives have
been taken by the tourism department of the country to increase the tourist count of the country.
It can easily be said that it is a thriving industry in the Australian country. In the year 2014, the
total amount of tourism spending contributed to almost three percent of the GDP of Australia.
About one third of this was due to the international visitors. The demand for the international
tourism in Australia has grown over the past two decades extremely strongly.
The nature of the opportunities in Australia includes sunbathing, surfing as well as beach
enjoyments. The regional visitation rates in Australia should increase due to the increasing
demands of the international travel visits. It needs to be ensured that rates of tourist visits to
Australia increase over the years and the report aims to understand the areas of tourism
opportunities as well as study the possible plans that can be implemented to make Australia the
favourite tourist destination in the World.

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Nature of Business:
It is to be understood that adopting a specific policy for the improving the tourist
activities is crucial for the development of the tourist industry. In this report, the type of the
business which is considered is that of a travel agency or travel agent. A travel agency is actually
a private retailer or even a public service which gives travel and tourism related services to the
people or the international tourists (Day et al., 2012). This is done on behalf of the suppliers such
as the airlines, the car rentals, hotels, cruise lines, railways. It also includes the facilities of travel
insurance as well as package tours. It is the duty of the travel agent to sell transportation,
lodging, as well as admission to entertainment activities to individuals as well as group planning
trips. Advice can also be obtained from them on destinations, trip planning and itineraries. The
agents also make travel arrangements for the clients. It is the duty of the tourism authorities to
train the travel agents so that they can provide the tourists with complete information in order to
get more and more bookings and ultimate increase in the tourist count. The travel agency needs
to have appropriate information on all the available hotels and tourist spots along with the modes
of reaching the place along with the proper type of bookings that can be done. The information
on those places where the tourists can stay is also to be kept in mind.
The travel agency is the best sort of idea that should be developed in order to increase the
count of the tourists in Australia. It is a sort of agency that is directly related to the tourism
industry. Depending on the level of performance of the travel agents in understanding the needs
and requirements of the tourists in the Australian Market and developing the marketing plans
accordingly, the tourist number will increase or decrease.

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Type of the business:
The type of the business of the travel agency includes the concept of online booking. The
online booking facility is the best probable option as this is viable for all customers that is
tourists, this is because, the internet connectivity helps the tourists get access to several options
that are available for them to choose from (Zeng & Gerritsen, 2014). The online booking facility
can be made simple and easy to understand for the potential clients (Morrison & Pickering,
2013). This can be done by creating a portal for the customers, preferably personalised, which
provides all the necessary information to the people in terms of the best hotels according to their
budget, the places of visit in a particular area, the tourist spots to be visited, the probable car
rental options, the modes of public transport available, the best possible eatery options available
to the customers based on their preferences and their requirements and so on. It can be said that
the mode of online booking is the best probable option for the travel agency business (Morrison,
2013).
The tourism promotion is an important aspect of the tourism business in any country.
Pamphlets illustrating the best areas for tour and travel in different areas can be generated and
circulated among the locals, the pamphlets can be sent via mail to the customers interested in
visiting a particular country as well but sometimes the pieces of paper are neglected or left and
forgotten (Ruhanen & Shakeela, 2013). Hence the best sort of promotion is online. Beautiful and
expressive pictures need to be uploaded to the sites of the travel agencies, so that they are easily
available to the prospective clients. The benefits provided by the hotels, restaurants and also the
car rental companies also need to be mentioned in the websites (Parsons & Schumacher, 2012).

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Selected cohort of tourists:
The probable group of the tourists that can be selected include the baby boomers, who
seek tourism as an option to spend their leisure. It can also include the young people or the newly
married couples. The best possible cohort is the newly married couples who look for possible
honeymoon destinations in different parts of the world. Being young, the couples look for
varieties of activities during the day as well as ample scope for leisure. The best possible
amalgamation of travel, rest as well as adventure activities by the beach are available in Australia
for the young couples. Special honeymoon plans need to be incorporated as a part of the hotel
and restaurant facilities in the country. The best offers and deals need to be highlighted during
the wedding season. The honeymoon suites need to be updated with all the necessary facilities as
well as the inclusion of privacy for the couples. The focus should be given to the lucrative offers
and deals so as to reduce the probability of the couples choosing any other country as their
honeymoon destination (Ruhanen, Mclennan & Moyle, 2013).
Criteria of funding for the tourist trips:
Funding is one of the primary criteria for the booking of any major foreign trip. It needs
to be ensured that the trips and the tour options on offer or the specific honeymoon deals are
reasonable enough for the tourists to pay for them and arrange for proper funding. It should be
kept in mind that if the tourist deals are not reasonable enough, the potential clients might be
lost. It is generally seen that the tourist couples usually plan extensive as well as expensive
honeymoon trips (Zeppel & Beaumont, 2012). It can be said that, the people who plan
honeymoon trips usually have proper funding. Funding is not an issue usually faced in case of
the cohort of young couple tourists. It can be said that the funding is not a problem in this

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particular situation. The increased number of bookings will be possible in case of lucrative deals,
better presentation and better offers.
Criteria for business venture:
The interest in the tourism opportunities provided will lead to more bookings which can
lead to increased number of opportunities and also the bookings for trips in different parts of
Australia. The areas which provide the best of scenic beauty and opportunities for outdoor
activities should be highlighted in the online portals and the advertisements posted by the agency
to increase the amount of viewership and also the tourist count. The business probabilities need
to be increased so that the tourists find interest and book the trips as much as possible (Medlik,
2012).
Ventures meeting the possible criteria:
There are possible options or ventures that meet the possible criteria. The economic
criteria need to be kept in mind while understanding the ventures. Probable options may be low
cost trips in those parts of Australia which are relatively unexplored and are comparatively lesser
known (Moyle et al., 2014). Other options include the trips in case of the university students in
the domestic areas which are relatively low cost and are possible to be reported to the others such
that the trips can be increased and can contribute to more business generation and increased
income of the tourism industry (Peters & Higgins-Desbiolles, 2012). The issues regarding the
target of the tourism industry need to be identified. The ventures should be such that they should
lead to more and more trip bookings. These ventures help the increase the total returns from
tourism and the overall development from the sector of tourism.

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Contribution of the tourism industry to the economy of Australia:
The contribution of the tourism industry to the Australian Economy is huge. The
contribution in order to be maintained the impediments to the business needs to be taken care of.
The proper streamline of the airline services, the uninterrupted running of the portal as also the
services at the hotels and the restaurants need to be taken care of. The tourism industry needs to
be upgraded and improved.
Evaluation of the barriers to the tourism related infrastructure:
The approval processes and the development of the assessment are crucial to create an
environment which is suitable for the investments related to a tourism related infrastructure. The
sufficient and the flexible considerations are necessary in order to ensure the overall growth of
the process (Pham et al., 2012).

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Graphs and charts showing the contribution of the tourism industry and the future
projections:
Figure 1: (The visitors to the Australian country)

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Figure 2: Nights spent in the regional areas
Explanation:
From this particular graph it is evident that the majority of the tourists belong to the
United States, New Zealand and United Kingdom. So these particular segments can be targeted.
It also needs to be understood that the segments need to be evaluated.

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Figure 3: (Number of International Visitors)
Explanation:
From the graphs it can be understood that the contribution of the tourism industry to the
revenues in Australia is considerable. In order to ensure the increase in the advent of tourists
from every segment of the countries of the world, the tourism strategies need to be implemented
properly by the tourism industry.
Future prospects:
The future prospects for the tourism industry include Tourism 2020 as also land use and
the aviation planning. It also needs to be understood that the future policies will prove to be
successful on the basis of proper planning and study of the trends in the past years (South
Australian Tourism Commission, 2014).
Payoff matrix
Expected tourists Demand decrease Demand increase Annual fixed costs
2018 660 585 160000
2019 720 700
2020 652 650
2021 700 800
2022 682 982