Marketing for Tourism, Events, and Hospitality in Port Adelaide

This report provides a comprehensive analysis of marketing strategies for the tourism, events, and hospitality sectors in Port Adelaide. It begins with an executive summary outlining the importance of marketing in promoting the region and attracting consumers. The introduction sets the stage by emphasizing the role of marketing in tourism and highlights Port Adelaide as a destination. The report then delves into the current experiential offerings of Port Adelaide, detailing its historical significance, waterside heritage, and various attractions like galleries, museums, and cruises. It discusses the four realms of experience—education, entertainment, aesthetic, and escapist—and their application in Port Adelaide. The report further examines the destination image, market research, and target customers, along with a SWOT analysis that identifies strengths, weaknesses, opportunities, and threats. Finally, it suggests new marketing strategies, including product development and customer segmentation, to enhance Port Adelaide's appeal and competitiveness in the tourism market. The report underscores the importance of marketing in attracting tourists and promoting the region's unique offerings.

Marketing for Tourism,
Events & Hospitality

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION ..........................................................................................................................2
TASK 1............................................................................................................................................2
Part 1 Current experiential offering........................................................................................2
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

EXECUTIVE SUMMARY
Marketing is necessary to be able to promote the tourism sector, events and functions that
are organised in the Port Adelaide region. The products offered and the image of the destination
states the attraction level of consumers towards the city and the specified location. Swot analysis
assists in identifying all strengths, weaknesses, opportunities and any threats of business. In this
report, new marketing strategies are also discussed through product development, target market
and segment customers in an effective manner. The promotion strategies are also described in the
project report. The business used experiential marketing to evaluate tourists’ choice and
preferences towards products or services.
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INTRODUCTION
Marketing for tourism, events and hospitality plays an important role in the world. It is a
process which assist company or a town in attracting consumers towards a specified location.
There are different types of marketing strategies which are used for making promotional
campaigns and targeting potential consumers (Barros, Butler and Correia, 2010). There are many
tourist who are attracted towards a place due to different marketing policies such as tourism
sector, events management, hospitality sector. In this report Port Adelaide is a destination where
marketing strategies are used to attract travellers. It is situated in Northwest of Adelaide. The
main purpose of this project is to understand the products which are offered by Port Adelaide and
identify its swot analysis.
TASK 1
Part 1 Current experiential offering
Port Adelaide is a name of region which is approx. 14 kilometres away from Adelaide
CBD. There are some key elements which offers current scenario. This is the historical place
with beautiful waterside heritage area with lighthouse, dolphins cruises, galleries, café, museums
and pubs. Port Adelaide had formed a “sweet pot” around the area which include aspects of all
four realms of an experience. There are various event which is host in Port Adelaide over the
year, there are endless entertainment for in the region over all the time in year. The galleries,
museums, lighthouse, dolphin cruises are an educational place especially for learning about the
heritage as well as aesthetic, entertainment and escapist. There are four Realms of experiential
which are stated below:
 Education- Port Adelaide use education realms factor that assist in visiting art gallery,
shopping centres, resorts and spa experience for the visitors. These activity need active
observation because of the interaction of the body with the environment of port Adelaide.
 Entertainment- This factor assist in attending events and provides tour to the tourist. Port
Adelaide improve entertainment tourism for providing different events and functions to
their visitors and attracts them.
 Aesthetic- Port Adelaide need to improves their Aesthetic realms for provide some
activities to their tourists. It includes hiking or walking trails, shows culture and historical
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sites, national and state park. These activity can be categorised as active immersion
because tourist enjoy in these destination.
 Escapist- This realms experience is greater disappearance and engaged. It is necessary for
port Adelaide city to offer limited resources for the involvement in each activity. It need
to improve in these days.
Port Adelaide is situated at Northwest of Adelaide which is along the waterside and it is
famous for seafood. There are 442 business in City of PAE and about 119 of those business play
an important role in the key tourism experiences in the region. This type of business provides
many services to their tourists such as comfortable accommodation, bars & restaurants and cafes.
Their restaurants are also famous for seafood. The port city offers different prices rate to attracts
more customers in the target market. The business provide quality products which includes
special food items, cuisines, dishes, seafood, Australian food, fast food and many more other
types of foods which were liked by their customers.
Destination image
The Port Adelaide has a strong destination image on historical, seaside and seafood. It is
well known for old building and cultural areas that attracts people who want to see the place
where time stands still. This place is the most outstanding historic centre in South Australia,
there are large amount of building illustrating late 19th and earlier 20th century architecture. It has
three historic museums which allow traveller to learn about South Australia history during their
visited. The historical image has help Port Adelaide continually convey new visitors, and there
are many restaurants, café, accommodation and pubs had developed to support the tourism
development within the region. Also Port Adelaide are gain lower income in their tourists, this is
due to the season restrict on their offering products.
In this region, customers attracts with their historic places and cultural activities. It is
important to manage and control their tourist for the port. In this area tourist consume different
types of food items which are provided by local people of the Port Adelaide.
Market research material
City of PAE host various events which is important for economic and community
development. They give an opportunity to attracts visitors and community in number of
different interest area. Port Adelaide has strong and proud history on hosting an events and
festivals or establish new festival and events. There are various regional events which is
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important to their local and state tourism. Such as The port Festival, Semaphore street fair,
Semaphore kite fair, Semaphore Greek fair,Port Fringe, Markets, SALA, NYE and Australia day
fireworks and community events. And also Port Adelaide provide entertainment venue for their
local tourist such as The Port Club, Adelaide Superdrome, Golf clubs, Hockey arena, Gepps
Cross, Mainline drive-in Cinema, Sunnybrae function centre. There are some events and festivals
which are host by Port Adelaide region.
(Source: Tourist graph, 2017)
The graph shows the international and domestic visitors who stay in the city. In 2008, the
visitors value are 2,00,000 and in 2016 it increases by 4,50,000 which enhance their profitability.
The destination has a very clear picture which shows their famous places, cafes, restaurants, bars
and accommodation which attracts tourists.
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Illustration 1: Tourist graph, 2017

This is the table which shows Port Adelaide target customers and markets.
Young couples No children Families with school age
children
Older couple no children
 23- 48
 Higher level, double
income
 Married or engaged
 Live in Adelaide,
Melbourne and
Sydney.
 Parents 33-55, kids 5-
10
 Income 120000-
240000
 Married
 Live in Urban centres,
Adelaide, Sydney and
regional centres in SA
 Couples, children are
older and not travelling
with them
 Double income
110000-240000
 Married
 Live in Adelaide, urban
areas, Sydney.
The business provides suitable profit which match to the current scenario of the tourist
sector. This is necessary to provides facility which help to attracts more and more tourist towards
port food items or excellent services. They offer different types of products or services which
evaluate customers choices and preferences.
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(Source: Port Adelaide Heritage pub trail, 2017)
This is the Port Adelaide Heritage pub trail location which is established in 1856 and
each pub trail is bold in history. The hospitality offers great heritage pub trail to the tourist.
The website of port Adelaide city shows information about latest news. It includes upgrades
playground for people, thief are attack to port Adelaide city, The city plan of 2030 are involved
Economy, community, environment, place making and leadership which assist in improving
plans of Adelaide. In this area, there are various hotels and restaurants are established such as
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Illustration 1: Port Adelaide Heritage pub trail, 2017

British hotel, Birkenhead Riverview Tavern, Dockside Tavern, First Commercial Inn,
Newmarket hotel, Port Anchor Hotel and Port Dock Brewery Hotel.
(Source: Port Adelaide heritage building, 2017)
This Boucher shows that heritage building trust of Port Adelaide which attracts many
visitors who interested to see the cultural and historical place. Professor Robert Morris Nunn will
join with expert panel and discuss on some approach which protective heritage building and
restructure old building to cause of new demand.
Swot Analysis
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Illustration 2: Heritage building of Port Adelaide, 2017

The swot analysis identifies business strengths, weaknesses, opportunities and threats
(Hung and Law, 2011). The swot analysis of Port Adelaide is discussed as under:
Strength  Port Adelaide provides high latent demand for experiences relating
to the
Cycling/Walking, beautiful nature, beach, dining Out and
Family activities.
 The region established Arts and Culture experiences for their
customers
 They host events or festivals drawing visitors from outside
the region
 Booming arts culture
Weakness  Lack of vision for the City of PAE which plays in
dynamic demand of the City vs provision of visitor
information services
 They have lack of cooperative marketing within the local
tourism industry
 Lack of knowing the City of PAE’s tourism brand
 Port Adelaide have lack of large scale business events venues
 This region have lack of large scale accommodation offerings to the
tourists.
 Lack of strategic position and assets of
communication experts to encourage a positive and
desired destination perception to stand apart from
competitors and pursue cross regional opportunities
Opportunities  The port promote cooperative marketing activities at local and
western
Adelaide region areas.
 They attract private and public investment companies to develop
new and improve present tourism infrastructure.
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 Port Adelaide Improves car parking availability and pricing
 They provide better transport connecting key tourism assets in Port
Adelaide region
 Should grow and align events to key tourism customer profiles
Threats  Port face competition from other regions in SA and interstate
around the region experiences
 All mainland southern state cities in Australia have
great beaches and many have dolphins also
 They have limited support available for product development
This analysis shows marketing scanning which help to identify current and future
position of business. The marketing strategies should be adopted to evaluate some products or
services in an effective manner. It includes current positioning of Port Adelaide and place which
attract more tourist. The business serves their services or food item which are pay attention
towards region (Kimbu, 2011). The company should analyse different techniques and
technologies which help to train their workers or employees that enhance skills and knowledge.
Current positioning of company is to target new market which help to achieve goals and
objectives and it help to make efforts. Port Adelaide serve quality services or products that
attracts tourists. There are some different places where tourists such as local, interstate and
international.
New marketing strategy
Marketing strategy helps to develop plans or policies to achieve goals and objectives of
an organisation. It helps to focus on limited resources which increase number of customers
towards their products. The marketing strategies can analyse current and future needs and wants
of customers.
 Product- The product is main element of every organisation. Port Adelaide should check
that they provide quality products to their tourists who stay in their region. They need to
change specific location where all potential customers get attracted towards their
products or services. The business should target market and customers by segmenting
areas or categories. Marketing strategies helps to develop new products or services which
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attracts large number of customers from local areas, interstate and international region
(Leung and et. al., 2013).
Marketing strategy identify the importance of tourism within planning framework of Port
Adelaide. It assist in recognise the priority area and actions which increase tourist expenditure
and employment. This table shows the actions should be taken for the city of PAE are as under:
Economy  Port Adelaide should encourage investment to the region
 Provide diversity of business opportunities
 Make diversity of employment opportunities
Community  This city support the community for welfare
 They provides opportunities for cultural interaction
 Modify a number of volunteering opportunities
Environment  Port Adelaide promote nature based tourism opportunities
 City provides vehicle for environmental awareness
Placemaking  Brings people and culture together
 Make strong sense of community
 Utilise space and areas that are currently underutilised
Leadership  Create tourism champions and leaders
 Developing new skill and opportunities for people who looks in
the tourism sector
 Port Adelaide provides facilities to the local tourism sector
Target markets
The Port Adelaide segmenting the target market that help to attracts more customers that
includes age, gender, caste etc. The market should be segmented in different areas such as city,
prime location, main areas etc. The business expands their services or promote different types of
products in different locations (Mason and Paggiaro, 2012). They provide products to potential
visitors who requires services in best manner.
Port Adelaide city target youngsters and family groups who are interested in travelling
from one place to another. The visitors who are enjoy to see the cultural and historical sites, the
region improves in their Aesthetic factor which assist in attracting these type of people. Family
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