Marketing Report: Analysis of Kangaroo Island Tourism Strategies

This report provides an integrated business experience analysis of South Australia's Kangaroo Island tourism. It examines various aspects, including the island's appeal as a nature destination and its efforts to protect native animals. The report delves into inbound statistics, highlighting visitor numbers and their distribution across different regions. It employs the ERRC (Eliminate, Reduce, Raise, Create) grid to analyze and propose improvements to the tourism offerings, such as eliminating conventional holidays, reducing costs, and creating off-grid accommodations. Furthermore, the report explores marketing tactics like social media, personal selling, and influencer marketing, alongside corporate social responsibility initiatives. The analysis also covers the blue ocean strategy of digital detox tours and the importance of responsible tourism. The report emphasizes the need for strategic approaches to enhance the quality of tourism services, attract a wider client base, and ensure financial stability within the industry, with a focus on creating memorable experiences and contributing to the regional economy.

Running head: MARKETING
Integrated business experience of South Australia Tourism
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Table of contents
Australia as service agent...........................................................................................................2
ERRC Grid.................................................................................................................................2
Inbound statistics........................................................................................................................4
References..................................................................................................................................6

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Australia as service agent
Tourist packages are provided by Australia for attracting the customers. It is the third
largest island in the world. 4405 km square area proves assistance in terms of influencing the
purchasing power of the customers. Australia is referred to as the Nature’s Playground, as it
takes pride in possessing largest number of flora and fauna. These tourism packages are an
appeal to the public to protect the animals from getting extinct. Variety in the services reflects
the choice, which the customers have for possessing the products from their preferred brands.
Typical evidence of this lies in the services of kitchen classroom, Dudley Winter Tours and
visit to Island beehives, which are is apt for influencing the purchasing power and decision of
the buyers (Authentickangarooisland.com.au 2019). In the packages, target segmentation is
crucial for adding relevance and authenticity in the services. For example, the airfares can
include free passes to amusement parks along with meal boxes for the tourists travelling with
children.
Social media marketing is done for increasing the trafficking of the audience towards
the brand image. News feed are generated on the Facebook, for assessing the approach of the
tourists. Information about the packages is advertised on the website and social networking
sites for reducing the queries of the customers (Authentickangarooisland.com.au 2019).
ERRC Grid
ERRC Grid Framework for Kangaroo Island is analyzed below:
Eliminate:
 Conventional holidays (Sa.gov.au 2019)
Raise
 Quality of holidays
 Engagement with the nature

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 Congenial and peaceful environment
 Regional tourism
Reduce
 Costs of the tourists packages
 Screening time of the packages
 Basic tours (Sa.gov.au 2019)
Create:
 Off grid accommodations
 Memorable experience
 Responsible tourism
 Protecting the endangered animals
The elements of the framework are eliminate, raise, reduce and create. Elimination of the
conventional holidays would be apt in bringing diversification in the services. On the other
hand, raising the engagement with nature is needed in terms of protecting the endangered
species from getting extinct. Typical example of this lies in separate accommodation
arrangements and providing quiet and peaceful environment, which is devoid of hunting and
poaching instances. Regional tourism would be an innovation in this context, adding to the
revenue of the tourism industry of Australia. For this, the screening costs needs to be reduced,
so that proper implementation can be attached to the launch of the tourist packages. Meetings
needs to be organized with the tour operators for dealing with the cost of the tours before
finalizing.
Creation of off grid accommodation would be something innovative for luring the
customers. Responsible tourism is needed in terms of undertaking strict actions towards
preserving the biodiversity. Projects on endangered species can be something deviant from
the usual spectrum of services provided by Australia tourism, providing memorable

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experience to the clients and the customers (Sa.gov.au 2019). Interaction between the social
and economic parameters relates with the aspect of making the planet a better place to live in.
In this sense, Kangaroo Island is the representation of the whole planet, which is lamenting
for Action Plans (Sa.gov.au 2019). This is in terms of achieving a sustaining living and
returning it to the residents. For this, ERRC framework is an effective option for reaching to
the relevant solution.
Inbound statistics
As a matter of specification, 9,245,522 visitors visit Australia. The figure grows by
4.9% every year. The division is 32% in Melbourne, 16% in Brisbane, 4% in Adelaide, 2% in
Kangaroo Island and 46% in rest of the states. Strategic approach is exposed towards
enhancing the standards and quality of the tourism services. This is through the means of
agency programs and initiatives for expanding the scope and arena of the client base.
Accuracy in the financial statements is apt for averting the financial instabilities in the form
of illegal cash flows from the internal to the external environment
(Authentickangarooisland.com.au 2019). Apart from this, meetings suffice the need of human
resource management. Using modern software is useful for establishing stable connection
with the clients in an effective manner. Functional organizational structure is beneficial for
practicing centralized control over the operations.

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Fig: Website of Kangaroo Island
(Source: Authentickangarooisland.com.au 2019)
Uploading the information about the recent tourism trends is fruitful for influencing
the purchasing decision and power of the customers. Putting the news of attractive packages
helps in detecting the target audience, enhancing the sales revenue and profit margin. The
option of feedback suffices the need for gaining an insight into the specific tastes and
preferences of the customers (Authentickangarooisland.com.au 2019).

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References
Authentickangarooisland.com.au 2019. About us. Available at:
https://authentickangarooisland.com.au/member_type/retail-and-service/ [Accessed on 22nd
May 2019]
Sa.gov.au 2019. Kangaroo Island Plan: A volume of the South Australian Planning Strategy.
Available at:
https://www.sa.gov.au/__data/assets/pdf_file/0018/10665/Region_plan_Kangaroo_Island.pdf
[Accessed on 22nd May 2019]