Detailed Business Plan: Recca Tourism Application in Australia

The assignment presents a comprehensive business plan for the Recca Tourism App, an Australian-based startup aiming to revolutionize the tourism industry. The plan encompasses various critical aspects, including an executive summary, organizational structure, market identification, industry analysis, competitive landscape, and customer segmentation. The app leverages augmented reality to enhance the user experience, offering features like GPS navigation, hotel and accommodation booking, transportation options, and information on tourist attractions. The report analyzes the market segmentation, pricing strategies, and the importance of customer service. It also discusses the competitive advantages, potential target audience, and the overall financial viability of the app. The plan emphasizes the use of technology to enhance the user experience and make travel easier and more accessible for tourists in Australia.

Running Head: Business Plan For Recca Tourism Application
Business Plan for Recca Tourism Application
Name of the Student:
Name of the University:
Author’s Note

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Executive Summary
The following assignment is based on the emergence of an Australian based tourism app.
It is an innovative start up named as Recca Tourism App which will cater to many place across
the globe. According to the recent research there is little application that assists the target
audience in travelling. The aim of this application is to help the target customers to make their
work easy and realizable in travelling across the globe. The startup will have its significantly less
financial cost and generate tremendous profitability for the company.

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Table of Contents
Assessment 4...................................................................................................................................3
Introduction......................................................................................................................................3
Organisation.................................................................................................................................3
Market identification...................................................................................................................6
Analysis of the industry...............................................................................................................7
Competition.................................................................................................................................8
Customers....................................................................................................................................8
Reference.........................................................................................................................................9

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Assessment 4
Introduction
Innovation with reference to tourism app can be explained as the implementation of a
new marketing method which involves the significant changes that is designed for a product,
product promotion, product placement or sometime in case of pricing (Mistilis, Buhalis &
Gretzel, 2014). On the other hand an entrepreneur who launches a new application with
concerned to tourism should deal with single market and make it a point to differentiate it from
the traditional marketing practice. In this assessment it is required to comprehend a new business
plan for the Recca Tourism App which is based and situated in Australia. The marketing
planning is based typically on the large and well established firms.
Organisation
New venture with reference to the new business of Recca tourism can be formed with a
plan and expectation that will grow financially in future. It will determine the needs that is
required in the small business with the resources and time to develop and market the new system
which can start in the new venture. The new app which would be owned by the company called
Recca would enable the tourists view and book accommodations in different tourist destinations.
Australia is a country which is visited by immense number of tourists each year. The country has
immense amount of offering to tourists like beaches, deserts, mangrove forest and internationally
famous entertainment venues like the Sydney Opera. The app called Recca would use augmented
reality to create interests among the tourists to visit different tourist destinations in the country.
The app would be compatible to different types of operating systems like Android and Apple. It

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would have several features which would enable the customers to derive a host of benefits. First
of all, the app would be GPS enabled. The tourists would be able to locate landmarks like hotels,
roads and railway stations which would enable them to commute from one place to another
easily. The app would enable the tourists to locate, view and book accommodations like hotels,
guest houses and dormitories. The tourists would be able to get the actual view of the
accommodation facilities like room including their respective suits of furniture and balconies as
well as facilities like free wifi using augmented reality. They would be able to view parameters
like rates and numbers of rooms required in order to book the appropriate accommodations. They
would also be able to view the important tourist attractions and to do activities in particular
tourist destinations using augmented reality. The app would also enable the tourists book rooms
in hotels on real time basis. The app would have a transportation tab which would enable the
tourists view the available forms of transport to reach particular tourist destinations like flights,
carriages and buses. The customers on clicking on the required form of transport like flights
would be directed to the ticketing pages of different airline companies like Qantas. The tourists
would be able to book tickets as per their convenience. Thus, Recca app would enable tourists in
Australia enjoy several facilities like hotel booking and GPS which would make their travelling
easier and safe, thus creating value to them. This would enable the app create customer
satisfaction and generate revenue. It would also enable the company namely, Recca to acquire a
loyal base of customers which would strengthen it competitively.
The target audience and the customer for this type of tourism industry can be stated through
tourism and hospitality industry on the customer services. It is evident that that tourism company
provides with more creative and better experience of the customers so that they can feel
interested to make purchase from this application for the respected services it offers

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(Michopoulou et al., 2015). The concept of augmented reality brings in the creativity and
innovative factors which caters to some new components in the tourism and hospitality industry.
As a result it will bring in more opportunity for the target audience and for the customers to get a
completely a different experience in visiting Australia. On the other hand the direct interaction
with the customers in the tourism app will make it more applicable for the business organisation
to create a loyal customer and get competitive edge in the market (Zhang & Peng, 2014). It is
significant for the company to provide its clients with information and formally invite a way of
communication with the facility or company.
The entry of the firm is determined with the mediating effect on the time the firm enters
the market. The people must ensure that the audience is not only interested in determining the
factors which affect the entry timing. It also examines the direct effect on some of the factors
based on the performance. This can be related with the partial or mediating relationship. The
specific factors of the firm such as debt ratio, foreign shareholders, firm size and the scope where
the economies are directly affected with the performance of the firm, management efficiency and
the experience of the international market affect the firm performance (Ruhanen, Whitford &
McLennan, 2015). The industry factor deals with the competitiveness that directly affects the
firm performance.
With the aim of pricing strategy it can be explained that price is the value that can be put
to a particular product or service but in case of Recca tourism app the pricing strategy will be a
result of research of different places in Australia, calculations, and taking up the risk of
developing an app. With respect to the destination and sites in Australia it is important to set
down the budget which plays a pivotal role in the tourism industry which can opt for the
destinations as per the needs and requirement of the customers. with respect to the tourism

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application which is developed the company can also plan to include the target audience with
tour packages. Therefore, it does not have to serve with proper purpose of the tourist. In selection
of the destination by the clients it is important to cater more of options with regard to their
destination and make sure it is cost effective at the same time. With reference of customization
of the destinations it is vital to note that the provided information is given in elaborative format
where the expenses and cost is mentioned. There will be an inclusion of premium pricing where
the customers will get an opportunity to cater more places and given an opportunity of
experiencing free accommodation as well. The Recca tourism app should provide with the round
clock of customer service on its platform. The customers will be able to get instant assistances
from the service staff members on the mobile communication and also via emails if they face any
kind of requirement or needs while operating the app.
Market identification
Market segmentation in Recca tourism app can be defined as the process of dividing the
market into potentials customers into groups and markets which is based on different
characteristics. The segments in application are composed of customers who will respond to the
customers and as well respond to the marketing strategies. It will also share traits with similar
interest, needs and location. The marketing segmentation includes the demographic, geographic,
psychographic and behavioral aspects (Hughes, 2013). With the aspect of need, want and
willingness to pay for the start up business it is important to note the theory that is targeted to set
the pricing of rational economic problem. The entrepreneur of the startup must set up a supply
chain for the products it is offering and its certain level of demands for it is in the marketplace of
Australia. Due to the recent trend of demand in the tourism the prices also increases because

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there is more of demand and the target customer simply adjusts with the price until the company
have reached the maximum profits. Under the circumstances of the traditional approach of
booking the tourism company where the pricing was designed in cash and in some places
through EBay. With the evolution of technology there are several sites on social media that
caters the audience and give them a wider scope. With the similar business plan Recca tourism
app also caters to the development of a tourism industry in Australia. People throughout the
world should get an opportunity to download the app and cater to the services Recca would be
offering (Gardiner & Scott, 2018). While the company looks after to expand the market in terms
of days and month the effort of discussing the features with the rest of the employees is
important. Most of the startup at its very early stage has something to sell and attract the
customers with range of discounts and offering it makes in its package.
Analysis of the industry
The industry caters to involve innovative way of opening a startup which will cater to the
target audience in Australia and will help to travel across the entire continent. There are very few
apps that deal with the tourism sector in Australia hence this application can be developed to
cater larger number of audience. The startup will have a significant less emphasis on the
financial cost and greater influence on the generating its profits for the company. The technology
has invaded in this business and caters to the fact that dynastically has propelled in every
business that is leading to grow through expanding opportunities. The competition edge of the
business is vital for the employees to note the augmented reality in the business practice that
facilitates a strategic advantage in the competitive market (Koch, Martin & Nash, 2013). In
today’s recent times the market is based on the technology which is the sole reason to solve

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every issue of the customers at the same time meet their needs beyond their expectations. As a
matter of fact new businesses in the tourism industry increase the brand value and leverage its
business-to-business experience as well.
Competition
It becomes very vital for the tourism company to deal with the reality in the business that
offers a strategic environment in this present competitive market. The major competitor of the
Recca tourism app is the Malaysian Promotion Tourism which also assists its clients to travel
throughout the world at the same time also offers various discounting package.
Customers
The potentials customers of the company include the young population who will make
use of the advanced technology. The age group which is targeted for this app is from 15 years till
45 years of age, both for males and females which alos includes the middle and upper income
class.

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Reference
Gardiner, S., & Scott, N. (2018). Destination Innovation Matrix: A framework for new tourism
experience and market development. Journal of Destination Marketing & Management, 10, 122-
131.
Hughes, H. (2013). Arts, entertainment and tourism. Routledge.
Koch, J., Martin, A., & Nash, R. (2013). Overview of perceptions of German wine tourism from
the winery perspective. International Journal of Wine Business Research.
Michopoulou, E., Darcy, S., Ambrose, I., & Buhalis, D. (2015). Accessible tourism futures: the
world we dream to live in and the opportunities we hope to have. Journal of Tourism Futures.
Mistilis, N., Buhalis, D., & Gretzel, U. (2014). Future eDestination marketing: perspective of an
Australian tourism stakeholder network. Journal of Travel Research, 53(6), 778-790.
Ruhanen, L., Whitford, M., & McLennan, C. L. (2015). Indigenous tourism in Australia: Time
for a reality check. Tourism Management, 48, 73-83.
Zhang, Y., & Peng, Y. (2014). Understanding travel motivations of Chinese tourists visiting
Cairns, Australia. Journal of Hospitality and Tourism management, 21, 44-53.