Sydney Tourism: Addressing Low Visitor Numbers in Winter Months

This report addresses the declining tourism revenue in Sydney during winter months. It identifies issues such as changing tourist behavior, including a preference for experiential travel over traditional sightseeing, and negative perceptions of winter weather. The report proposes a solution centered on event tourism, specifically suggesting the implementation of a 'Winter Carnival' to attract visitors. It analyzes these issues and proposes a Winter Carnival event that will help in attracting tourists and will help in improving the revenue of the tourism industry during the winter months. The report applies Maslow's hierarchy of needs to understand tourist motivations and suggests strategies to meet physiological, safety, belonging, esteem, and self-actualization needs to enhance the overall experience and encourage winter tourism. This report is available on Desklib, a platform providing AI-based study tools for students.

Running head: MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
Name of the Student
Name of the University
Author Note

1MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
Executive summary
This paper is going to propose an event for the city, Sydney because of the current issues the
tourism sector is facing Sydney. Sydney has been facing issues and has been generating low
revenues in the winter months because of the lack of tourists visiting the city. There are possible
reasons that have been identified why this might have happened like the change in the behavior
of the tourists and the perception of the tourists and the visitors about the city during the winters.
This paper recommends Sydney to use event tourism and come up with an event during the
winters, The Winter Carnival which will help in attracting tourists and will help in improving the
revenue of the tourism industry during the winter months.

2MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Brief overview of the issues and situation...................................................................................3
Possible reasons for low visitor during the winter months..........................................................4
Solution to the problem of low visitors in Sydney during winter months...................................5
Proposal of a new event...............................................................................................................9
Conclusion.....................................................................................................................................12

3MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
Introduction
Tourism is defined as the activities of individuals traveling to various different places and
staying in different places usually out of their normal environment for business and leisure
purpose however for not more than a year (Kotler et al, 2017). In recent times tourists no longer
travel to different countries to just have a view of the famous places of a country but are keen on
experiential travel. Experiential travel is defined as type of tourism where the people put
emphasis on experiencing a city, country and any specific places by meaningfully and actively
by engaging with the history of the place they are visiting, the food, environment and people
(Moorhouse & Jung, 2017). This paper is going to provide suitable recommendations for a new
event in Sydney that will help in attracting and increasing tourists or visitors during the winter
months that will help in increasing the revenues of the restaurants, city, hotels and other
businesses and retailers.
Discussion
Brief overview of the issues and situation
The city, Sydney in Australia has been seeing that there are very few visitors and tourists
coming to the city during the winter months. According to scholars, winter months are
considered to be one of the peak seasons for the hospitality and tourism industry as it is the
holiday season and most people find time to travel for relaxation and leisure
(Subramaniyaswamy et al, 2017). However, it has been seen that during the winter months in
Sydney the rate of tourists and visitors have lowered which has been affecting the tourism
industry in the city. It has been seen that the hotels, restaurants, retailers and various other

4MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
businesses have been generating very less revenue because of the lack of tourists and visitors in
the city during the winter months. This situation of poor sales has become a matter of concern for
Sydney. Thus it is important for the city to come up with a measurable plan that will help in
attracting visitors and tourists to come and visit Sydney during the winter days.
Possible reasons for low visitor during the winter months
Sydney, Australia is a beautiful city and the city has many attractions like the Sydney
Opera House, Sydney Harbour Bridge, Queen Victoria Building and the several beaches in the
city that has encouraged tourists to come and visit Sydney from all over the world. There are
many visitors who prefer travelling to this city because of its history and because of the beautiful
and extravagant architecture that is in this city however it has been seen that the perception and
behaviour of the tourists have changed and they focus and emphasize on experience more than
just looking at the beautiful architecture. According to scholars, experiential travel has become a
new trend and most countries have been putting emphasis on experiential travelling (Hwang et
al, 2018). Sydney still does not provide their customers with experiential tourism thus there are
many tourists who have been choosing other countries and cities for travelling and relaxing.
The other reason why visitors and tourists refrain themselves from visiting Sydney,
Australia is because of the preconceived notion and their perception about the winters in Sydney.
It has been seen that many visitors hesitate to choose Australia during the winters because they
feel that the city will be dark and gloomy which can ruin their experience and travelling which
eventually make them stay indoors. The other perception people have that makes them avoid the
winter months is that the weather conditions might become unfavourable with the temperature
decreasing at a very low level which may become a hindrance for the travellers or tourists
(Cohen, Potchter & Matzarakis, 2013).

5MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
One of the main attractions of tourists in Sydney is kangaroos which provide the visitors
and tourists with an extraordinary experience. The Blue Mountains National Park is one of the
main tourist actions that have wild kangaroos and there are many people who visit this place in
Sydney to view wild kangaroos however during the winter months it becomes difficult to spot
wild kangaroos and thus many tourists prefer visiting Sydney during the summer and the autumn
months and not winter (Hardiman & Burgin, 2013).
These are few of the reasons that has led the tourists and visitors choosing other countries
and cities over Sydney during the winter months which has been having negative impacts on few
businesses in Sydney especially the hotels and restaurants.
Solution to the problem of low visitors in Sydney during winter months
Tourism is one of the important means of developing and contributing to the growth of
the economy of a country. It helps in bringing extra revenues to the country and helps in
facilitating the business of many companies. Tourism also helps in providing employment to a
country thus it is an important factor which to some extent contributes to the overall growth of
the economy of a country. In this paper, it can be seen that Sydney has been generating low
revenues during the winter months because of the lack of tourists and visitors. One of the main
reasons is the major change in the behaviour of tourists and the visitors as they mainly focus on
experiential tourism these days which Sydney still does not provide at a huge scale. The other
factor is the perception of the travellers and visitors about the winter months in Sydney. It can
be seen that it is important to motivate the travellers and visitors and attract them in order to
make sure they make Sydney their first choice when considering visiting any place during the
winter months.

6MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
The tourism industry in Sydney needs to understand the new change and market trend
and make a suitable change that will be a solution to the problem. The tourism industry of
Sydney needs to change the perception of the visitors and attract and motivate the visitors to
come and visit the beautiful city during the winter months.
According to the Maslow’s hierarchy of needs there are five basic needs that need to be
satisfied that help in motivating people. The Maslow’s hierarchy of needs is one of the most
important theories in management that was proposed by the eminent psychologist, Abraham
Maslow who presented the basic needs that every individual desires. This theory is said to be one
of the most important and successful theories which has been used in various settings from the
human resources to the tourism which has helped immensely in satisfying the needs of the
necessary people in the context. Aligning this theory with the situation of Sydney it can be seen
that the tourism industry needs to ensure that the basic needs of the visitors and tourists are met
that will encourage them to travel. The first need that has been stated in this theory is the
physiological needs. It states that the in order to motivate tourists the first thing is to satisfy their
basic physiological needs like water, shelter and food. In this context the city needs to consider
providing the tourist with proper accommodation with all necessary amenities at a very cheap
price that will need to survive during the winter months (Šimková & Holzner, 2014). According
scholars, money is one of the vital aspects that tourists consider while travelling in some
different country and city (Prebensen et al, 2013). It is one of the factors that encourage people to
travel as without sufficient money it is not possible for tourists to travel to different countries that
they might desire thus feasibility is an important aspect. Travelling to countries that provide an
extraordinary experience feasibly help in motivating tourists and also helps in satisfying their
need.

7MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
The second need according to the theory is the safety needs where the tourism industry
needs to provide the tourists with basic safety needs like accommodation with heaters to keep the
tourists warm during the winters, blankets to make them feel comfortable, food that helps in
keeping people warm and delicious delicacies that will help in satisfying their hunger. Proper
accommodation is one of the most important things the tourists desire to keep themselves safe
and which satisfy the needs of the tourists and will encourage them to visit Sydney during the
winter months and help the industry in generating positive revenues.
The third need according to the theory is belonging and love. Aligning this theory with
the situation in this paper it can be seen that the tourists need care and a loving environment in
order to visit the place during the winters. The tourists should be provided with an extraordinary
experience that will help in creating a sense of belonging and love in them for the city which will
keep them motivated and make them come and visit the city during their winter months to gather
the wonderful experience provided to them. Sørensen & Jensen, (2015) states most tourism
industry has been focusing on providing unique experience to their visitors so that they want to
visit the city again which helps in contributing to the growth of the economy and the
development of the tourism industry.
The fourth need as per the theory is the self-esteem. In this context, it is the duty of the
tourism industry to provide an experience to the tourists and visitors that enhances their self-
esteem. The tourism industry needs to ensure that the experience provided to the visitors and the
customers during the winter months are different and make the tourist feel happy which will
make them visit Sydney during the winter months and enhance the tourism of the country.

8MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
The fifth and the last need which the theory states is the self-actualization. Aligning this
theory with tourism and the situation in Sydney, tourists and visitors should be provided with a
kind of experience which will not only satisfy the needs of the tourists but will encourage them
to participate in that experience. Campos et al, (2018) states participating in activities enhance
the experience of the tourists that makes helps in satisfying their mind and makes them feel
happy. This helps in creating a positive mindset about the place and makes the tourists get
attached to the place which will ensure loyalty that will make them come and visit the place
again.
These factors are highly essential in motivating the tourists so that they feel a sense of
comfort and visit the place again to make them feel good with the experience. This theory
however mostly emphasizes and focuses on the experience of the tourists and visitors. There are
many scholars who have come up with different motivational factors that help in ensuring that
tourist choose the country for their holidays and leisure time. According to scholars, the need for
exploration, relaxation and social interactions often acts as push motive in the decision making
of an individual in terms of vacation (Kassean & Gassita, 2013). The push factors in tourism are
basically the desire to travel to avoid work or to overcome the cultural and social pressures that
are created in the workplace or in their own house. Thus it is important for the tourism industry
in Sydney to think about activities and factors that will help the tourists in achieving their
motives and desires like relaxation and exploration which will help them in overcoming the
pressure as well as give them peace. The winter months in Sydney should come up with
activities that are relaxing and helps the tourists explore the culture of the country at the same
time which will motivate the tourists and the visitors visit Sydney during the winter months.

9MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
Kassean & Gassita, (2013) opines pull motives in tourists often arise because of the
destination which includes various factors like historical sites and scenic attractions. The factors
of the pull motives usually include freedom, escape, play and seeking leisure. Thus it is
important for Sydney to come up with a unique idea that will enhance all these factors and also
encourage tourists to come and visit Sydney in the winter months.
In recent times, it has been seen that tourists along with physiological needs also need to
satisfy their psychological needs which makes the tourists choose the destination they would like
to travel. In the winter months in Sydney there are no such activities apart from watching the
famous historical buildings and other attractions that provide the tourists with a unique
experience and make them participate. Thus Sydney needs to consider o create an exclusive
event during the winter months that will motivate tourists from different parts of the world visit
Sydney just to attend the event which will help in contributing to the development of tourism in
Sydney during the winter months. This will help in increasing the sales of the hotels, restaurants
and retailers and also provide the tourists and visitors with an unique experience which will help
in satisfying the tourists.
Proposal of a new event
Event tourism has been defined as the systematic development of marketing, planning
and creating events to attract tourists. The main goal or the objective of event tourism is to
establish a favourable image, to expand the tourism season, attract domestic as well as foreign
tourists and visitors and to spread the demand of tourism evenly.
Sydney is said to be one of the largest cities in Australia. Many tourists come and visit
this city because of the beautiful and famous Sydney Opera House. However it has been seen

10MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
that there is a new trend which has been gaining a lot of appreciation that is experiential tourism
and most tourists have been focusing on gaining experience by exploring the local culture and
getting to know about the culture of the country. Thus Sydney needs to plan a winter carnival
which will help in providing an extraordinary experience to the tourists and will also help in
satisfying the needs of the tourists and also help in attracting tourists to come and visit the city
during the winter months. Winter carnivals are fun with various activities and food that attract
people to participate and have a good time which helps in satisfying the customers and help in
making them happy which is the core of tourism.
Sydney can create an event like winter carnival during the winter months. The carnival
needs to be at a large scale which will attract tourists to come from different parts of the world
just to attend this winter carnival. The winter carnival should be for 4 days and should be held in
Blues Point Reserve in Sydney. The Blues Point Reserve is a place which provides a beautiful
panoramic view of the Sydney Opera House and the western side of the famous Sydney Harbour
Bridge. The Blues Point Reserve is not accessible by everyone and is accessible to the ticket
holders of the city. As it is not accessible to everyone the winter carnival here will help in
attracting many visitors and tourists in the city just to see the beautiful and extraordinary view.
The winter carnivals should have different themes each year and should have many games for
family as well as the children like create ice art and many small games that will make the
children as well as the family enjoy. The winter carnival needs to have various different rides for
both the children and the family. The event should have food stalls of various restaurants and
provide authentic Australian dishes and meals. This will not only help restaurant owners to
promote their business but will also help in attracting tourists. The even should also have small
counters where local products can be sold which will give the tourists an insight about the local

11MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
traditions followed by the people in the city and the country. The winter carnival should have
live music performances and other performances which will make the winter carnival even better
and change the mood of the tourists and locals in the city. The decoration and the feel of the
winter carnival should be different and unique with different and beautiful lighting and
beautifully designed with intricate details and emphasis put on all aspects.
The proposed event which is the Winter Carnival needs to schedule in the following way:
Event Venue Proposed dates Activities
Day 1 The Blues Point
Reserve
15.06.2020  Games
 Food stalls
 Stand up
comedy show
for the tourists
and visitors
Day 2 The Blues Point
Reserve
16.06.2020  Games
 Food stalls
 Rides
 Competition
conducted by
the team
Day 3 The Blues Point
Reserve
17.06. 2020  Games
 Food stalls
 Rides
 Dance and
ballet
performances
Day 4 The Blues Point
Reserve
18.06.2020  Games
 Food stalls
 Rides
 Live music
performance

12MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
This Winter Carnival needs to be at a huge scale which will help in attracting tourists and also
the locals. Doing the event in Blues Point Reserve will be one of the biggest strategy for the
event as it is not accessible to everyone and through this event many people would be able to
access the place and have a look at the great view. The food stalls from the restaurants will
provide food for the people in this carnival so that they can enjoy for a longer time and also get
to know about the restaurants so that they can visit the restaurants they like after the carnival is
over. The local products will also help in giving an insight about the local culture of the people
and the performances in the end will be conducted to create a light moment and provide the
visitors and tourists with an extraordinary experience from watching the shows from the
beautiful view. This will help in attracting tourists and visitors to visit Sydney during the winter
months and help in improving the situation of low revenues during the winter months in Sydney.
Conclusion
The lack of tourist and visitors in Sydney during the winter months has had negative
impact on the tourism industry in Sydney. Sydney is a beautiful city with historical and famous
building however in recent times the tourists are not keen on visiting famous places rather are
keen on gathering an extraordinary experience from which they can relax, have fun and get an
insight of the local culture at the same time. Thus Sydney needs to create an event during the
winter months like a Winter Carnival that will help in attracting tourists from all over the world
to attend the carnival and visit Sydney. This event needs to be at a huge scale in order to promote
tourism. The event will have food stalls, games and shows that will not only attract tourists but
also attract the locals in the city. The Winter Carnival will help in making the situation better for

13MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
Sydney during the winter months and also help in increasing the rate of tourists and visitors n the
city during the winter months.

14MANAGING ENVIRONMENT FOR TOURISM AND EVENTS
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