Tourism in Australia: Melbourne Destination Analysis Report

This report provides a comprehensive analysis of the tourism sector in Melbourne, Australia. It begins with an overview of Melbourne as a prime tourist destination, highlighting its attractions and unique selling points. The report then delves into the motivations of tourists visiting Melbourne, exploring the factors that attract visitors from around the globe. It further examines the impact of various issues on the tourism sector, including environmental, ethical, and social/cultural considerations. A significant portion of the report is dedicated to a competitor analysis, focusing on Brisbane as a potential rival to Melbourne in terms of tourism. The report concludes with recommendations for enhancing Melbourne's competitiveness and long-term sustainability as a premier tourist destination, considering the identified issues and competitor dynamics. The report is based on research and analysis of various sources, including academic papers and industry reports.

Running head: - TOURISM IN AUSTRALIA
TOURISM IN AUSTRALIA
Name of the Student
Name of the University
Author Note

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Executive Summary
Melbourne is considered to be the prime destination as a part of Australian continent
provisioning with various services for the tourists from all around the world. This discussion
primarily states the factors that contribute towards attracting the tourists from all over the
globe and serving them with the earthly features of the place. Following this, the discussion
has also been included with the various issues that have an impact upon the tourism sector in
Melbourne and the outcomes of such issues. Lastly, the discussion ends with a competitive
analysis of Brisbane as a potential competitor that can pose a threat towards Melbourne in
terms of tourists attractions and revenue generation in the field of tourism.

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Table of Contents
1. Introduction- Overview of the Destination:...........................................................................2
2. Motives of tourists:................................................................................................................2
3. Impact of issues:.....................................................................................................................3
3.1. Environmental Impacts:..................................................................................................3
3.2. Ethical impacts:...............................................................................................................4
3.3. Social/Cultural impacts:..................................................................................................4
4. Competitor Destination:.........................................................................................................5
5. Conclusions:...........................................................................................................................6
6. Recommendations:.................................................................................................................6
7. References:.............................................................................................................................8

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1. Introduction- Overview of the Destination:
Australia is referred to in common terms as the land of dreams because of holding the
most visited place in the whole world from tourists around the globe. Within Australia,
Melbourne is the destination is considered to be the land that consists of staggering constants
as well as spectacular beauty. By the coast, there are multiple places to explore such as the
likes of multicultural cities, ancient rainforest, and vast islands of sand as well as having the
inclusion of the planet’s most inspired naturally occurring wonders such as the Royal Botanic
Gardens. With the possession of such beauties in nature along with various forms of
architectural wonders, the Melbourne tourism industry has been growing to be the world’s
most preferred destination for tourists in an around the entire globe (Ruhanen & Whitford,
2017). Hotels and council members of the tourism industry has been working hard towards
maintaining the quality of attraction within the continent to keep the value of the tourist spots
and meet the expectations of the leisure travellers on a daily basis.
Figure-1: Tourism Australia
(Source- Ruhanen & Whitford, 2017)
2. Motives of tourists:
There is no particular doubt with the fact that Melbourne is the most remote, highly
developed as well as fascinating place to find countries in and around the entire world

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(Hassanli & Ashwell, 2020). The following reasons are the primary ones behind the fact of
Melbourne getting chosen by travellers to be the primary destination of touring,
i) Natural wonders- is the common home for rare as well as fabulous place for the
naturally existing wonders in the whole world. Starting from the Federation
Square that has been embodying the single living place in the whole world that is
specifically noticed from the space to that of the sacred Uluru that consists of
multiple sites that are worth looking at for once in the entire lifetime of a human
being.
ii) Australian Lifestyle- the vibrant presence of art as well as a charming atmosphere
along with the existence of a cultural diversity of all the inhabitants of the
continent makes it a primary attraction to all the tourists in and around the entire
globe. Friendly nature of the people as well as a high quality of life out there
makes Australia to be the most welcoming country in whole world (Moyle et al.,
2018). Hence, the tourists also choose Melbourne as a prime location for visiting
because of the relaxed way of living that the inhabitants follow on a daily. In
addition to this, the country also excels in having a pride because of the beaches
that is a primary attraction within the country as well. Some of the world’s best
beaches are a part of the state. The coastline stretches for an area of 9,990 km2.
iii) Cities- this is the third most attractive feature and the reason behind tourists
choosing this destination for a holiday (Huveneers et al., 2017). The estimate is
around 55 percent of the Australians live within the cities of Melbourne that form
a majority part of the entire country. Scattered between the presence of mountains,
oceans, rivers as well as wildlife the metropolitan part of the country acts as a
primary contributor towards delivering with fascinating urbanized experiences.
From the pulsating ambiance of Melbourne Cricket Ground to the beach lifestyle

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of Melbourne namely the most famous beach St Kilda Beach, the entire place is
held to be the most charming place in the entire world that has been attracting as
well as treating well majority of the leisure tourists in and around the world
(Kortt, Sinnewe & Pervan, 2018).
Figure-2: Landscapes in Australia
(Source- Kortt, Sinnewe & Pervan, 2018)
3. Impact of issues:
3.1. Environmental Impacts:
With the increase of the tourism sector in and around the whole of Melbourne, there
has been a major impact from the environment side that has been affecting the sector of
tourism around the entire state (Divisekera & Nguyen, 2018). With the identified shortage of
resources such as the likes of fossil fuels and other forms of naturally existing resources that
are needed in abundance to support, the crowd of tourists has been a rising situation in
regards to the current situation.
To support the increasing amount of tourists visiting the country on a daily basis
having a primary motive of looking around the state and living the rich culture that is lived by
the inhabitants on a daily basis. However, to support the tourists coming in from other
countries there is a need of sustaining the lives by provisioning with a place to stay, food to

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eat and electricity to survive as well. In regards to the endangerment of the resources, the
sector needs to look for alternatives.
Figure-3: Attractions in Melbourne
(Source- Valadkhani & O'Mahony, 2018)
3.2. Ethical impacts:
Some of the ethical issues that are faced by the sector of tourism in the form of
challenges on a daily basis are,
i) Some of the challenges that are suffered by the Melbourne Tourism industry is
that of people incoming from foreign lands without in possession of a real visa
with the help of unethical means and as well with the help from such tour guides
who encourage them to do the same (Valadkhani & O'Mahony, 2018).

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ii) Majority of the identified tourists have not been abiding by the guidelines of the
fair tourism principles that has also been identified as a rising issue within the
field of tourism in Australia.
3.3. Social/Cultural impacts:
The primary social or might as well be termed as cultural issue arises from the false or
exaggerated appreciation of the places that exists as the primary tourist spots within
Melbourne (McCaughey, Mao & Dowling, 2018). Such appreciations might be falsely proved
when the people looking at them on the social media shall visit and get to find out that none
of those pictures of exaggerated comments were true about the place.
4. Competitor Destination:
In regards to the current situation, Brisbane is considered to be the most primary
destination that can specifically act as strong component towards provisioning Melbourne as
a tourist spot with a tough competition (Ma et al., 2016). Such competition can be
provisioned specifically for the reason of multiple attractions and the culture of the people
that makes Brisbane as a country one of a kind among the other countries in the whole world.
As a reason, the strengths of Brisbane to be acting as a competitive destination within
the field of tourism are,
i) The primary as well as one of the biggest strength of destination is the popularity
that the place holds within Europe to be one of the most renowned attracted spot
by the tourists (McLennan, Becken & Moyle, 2017).
ii) The infrastructure of the tourists spots act as a contributor towards being a
competitive destination to Melbourne.
iii) High rate of unemployment rate makes people in Brisbane to work towards the
tourism sector and earn their living by acting as tour guides within the country.

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iv) Low presence of corruption as well as tax evasion makes the country focused
towards attracting tourists all around the world by making investments into the
field of tourism.
v) Abundance of renewable energy in regards to the fact of having the proper
presence of ocean breezes as well as having a plenty of sunshine making Brisbane
to appear as one of the main attraction among the tourism enthusiasts around the
world (SHARMA & Gursoy, 2018).
On the other hand, the weakness for the destination to provision with a tough
competition towards the tourism sector in Melbourne have been visibly identified. These are,
i) High levels of debt within the state has made reductions as well as falls within
the economy of the country. This has a direct effect upon the tourism industry
of the country and has also led towards dissatisfaction of tourists visiting
Brisbane (Deery et al., 2018).
ii) High rate of unemployment as also led to a decrease among the economy of
the state that has led to a decrease in customer service from the end of the
customer and have again led to a dissatisfaction among the tourist in regards to
the recent condition of Spain.
5. Conclusions:
Melbourne has been one of the topmost tourist destination in the whole of the
Australian continent with having the possession of various tourists attractions that can never
be beaten with competition. Having the inclusion of a rich culture, wildlife, standard of
living, display of nature as well as other additional features that has been working on their
own to attract tourists from all over the globe to this place. As a reason, this discussion has
been carried out to describe the place and identify some of the issues that have been posed

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towards the tourism sector in the continent. Such issues are either environmental, ethical or
socio-cultural. Following this, Brisbane has been identified as a tourist destination that carries
the potential capability to act as a competitor to the tourism sector that exists in Melbourne.
6. Recommendations:
In regards to the various issues that have been impacting the tourism sector in
Melbourne with variable outcomes, recommendations have been made to increase the
infrastructure of the tourists spots and more investment is made into the destination to
increase the amount of tourist attracted on an yearly basis. This can be done with
reconstruction of some spots to gain more attraction from the leisure travellers. In addition to
this, Melbourne Tourism sector can also be recommended to make use of various online
platforms to market and advertise their tourists spots along with offers on travelling to attract
newer customer as well as to retain the old ones as a firm base to the tourism sector of the
country.

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7. References:
Deery, M., Jago, L., Harris, C., & Liburd, J. (2018). Work Life Balance for Sustainable
Tourism Development. Collaboration for Sustainable Tourism Development, 151-
167.
Divisekera, S., & Nguyen, V. K. (2018). Determinants of innovation in tourism evidence
from Australia. Tourism Management, 67, 157-167.
Hassanli, N., & Ashwell, J. (2020). The contribution of small accommodations to a
sustainable tourism industry. Current Issues in Tourism, 23(3), 261-264.
Huveneers, C., Meekan, M. G., Apps, K., Ferreira, L. C., Pannell, D., & Vianna, G. M.
(2017). The economic value of shark-diving tourism in Australia. Reviews in Fish
Biology and Fisheries, 27(3), 665-680.
Kortt, M. A., Sinnewe, E., & Pervan, S. J. (2018). The gender wage gap in the tourism
industry: evidence from Australia. Tourism Analysis, 23(1), 137-149.
Ma, E., Liu, Y., Li, J., & Chen, S. (2016). Anticipating Chinese tourists arrivals in Australia:
A time series analysis. Tourism management perspectives, 17, 50-58.
McCaughey, R., Mao, I., & Dowling, R. (2018). Residents’ perceptions towards cruise
tourism development: the case of Esperance, Western Australia. Tourism Recreation
Research, 43(3), 403-408.
McLennan, C. L. J., Becken, S., & Moyle, B. D. (2017). Framing in a contested space: Media
reporting on tourism and mining in Australia. Current Issues in Tourism, 20(9), 960-
980.

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Moyle, C. L. J., Moyle, B. D., Chai, A., Hales, R., Banhalmi-Zakar, Z., & Bec, A. (2018).
Have Australia's tourism strategies incorporated climate change?. Journal of
Sustainable Tourism, 26(5), 703-721.
Ruhanen, L., & Whitford, M. (2017). Indigenous tourism in Australia: History, trends and
future directions. Indigenous Tourism: Cases from Australia & New Zealand. Edited
by Michelle Whitford, Lisa Ruhanen and Anna Carr. Oxford: Goodfellow, chp, 2, 9-
23.
SHARMA, B., & Gursoy, D. (2018, June). HRM practices in hospitality and tourism
industry: a review of the literature. In 8th ADVANCES IN HOSPITALITY AND
TOURISM MARKETING AND MANAGEMENT (AHTMM) CONFERENCE (p. 28).
Valadkhani, A., & O'Mahony, B. (2018). Identifying structural changes and regime switching
in growing and declining inbound tourism markets in Australia. Current Issues in
Tourism, 21(3), 277-300.