BSBMKG507: Fraser Island Case Study - Marketing Recommendations Report

This report analyzes the Fraser Island case study, commissioned by the Fraser Coast Shire Council. The report addresses the need for improved accommodation facilities to attract upper-class tourists, highlighting the disparity between current offerings and the expectations of wealthy travelers. It examines key issues, including the lack of premium hotels and entertainment, and environmental concerns like pollution. The report presents data visualizations to illustrate visitor preferences and conducts a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. Finally, it offers recommendations for improving the island's appeal as a tourist destination, emphasizing collaboration between government and local businesses to enhance facilities and address environmental challenges, as well as to formulate strategies to attract and retain different types of tourists.

RECOMMENDED IMPROVEMENTS IN THE
FRASER ISLAND

Introduction
 The government bodies need to collaborate with the local business
firms involved in the hospitality services to make facilities like
accommodation available to tourists.
 The tourists today, especially the upper class tourists put great
emphasis on availability of premium facilities like luxury hotels and
associated entertainment facilities like bars while choosing tourist
destinations to visit.

Issue 1
 Issue: Present
accommodation
facilities available
to tourists in the
Fraser Coast are
not satisfactory
according to the
expectations of
the upper class
tourists
Spend time with partner Get away from demands of
home
Competitive price Luxury accommodation
0
5
10
15
20
25
30
35
40
Graph showing motivating factors of Wealthy travellers

Issue 2
 Issue : The potential
problem of lack of
hotels and resorts
in the Fraser Coast
region results in
lack of satisfaction
among the wealthy
visitors
Where you've not been before
Have fun
Sightseeing
Do something different
Escape from everyday
Experience different culture
Recreational activities
convenient stop over
Untouched nature
0 10 20 30 40 50 60 70 80 90
Graph showing motivating factors of young Europeans

Issue 3
 . An immense amount
of plastic washed to
the land originate
from foreign nations
also worsen the
pollution.
 The environmental
conditions on the
island have furthered
worsened due to high
level of air pollution
and increasing threats
of forest
Rest and
relax
Together
with family
Weather Relaxed
lifestyle
Variety of
things to see
and do
Camping Family
oriented
destination
safe
environment
Friendly
locals
0
10
20
30
40
50
60
70
Graph showing motivating factors of long stay travellers

Recommendations(Opportunities in
SWOT)
Strength:
1. The Fraser Coast offers visitors variety of
opportunities (table 3.6).
2. Generates high revenue
Weakness:
1. Lacks accommodation facilities as shown in the
graphs above.
Opportunity:
1. Construction of resorts and entertainment
facilities.
2. Environmental protection initiatives.
Threats:
1. Destruction of nature.
2. Competition from other tourist locations in Australia.

Conclusions and Recommendations

References
 Koh, Sin Yee, and Bart Wissink. "Enabling, structuring and creating
elite transnational lifestyles: intermediaries of the super-rich and the
elite mobilities industry." Journal of Ethnic and Migration Studies 44.4
(2018): 592-609.
 Lai, Ivan Ka Wai, and Michael Hitchcock. "A comparison of service
quality attributes for stand-alone and resort-based luxury hotels in
Macau: 3-Dimensional importance-performance analysis." Tourism
Management 55 (2016): 139-159.
 Stengel, Robert. "Probability and Statistics!." (2017).
 Yang, Wan, Lu Zhang, and Anna S. Mattila. "Luxe for less: how do
consumers react to luxury hotel price promotions? The moderating
role of consumers’ need for status." Cornell Hospitality Quarterly 57.1
(2016): 82-92.

Thank You