Analysis of Digital Communication for Rottnest Island: Report

This report examines the digital communication challenges faced by Rottnest Island, focusing on negative customer sentiment stemming from issues like extreme weather, waste management, infrastructure problems, and website crashes. The analysis utilizes social media data, including platforms like Radian6 and Twitter, to identify key concerns and trending hashtags. The report highlights the impact of negative online reviews on brand perception and future customer decisions. It suggests the implementation of a Corporate Social Responsibility (CSR) campaign, a security campaign, and enhanced social media presence to improve public perception and leverage positive aspects like the popularity of quokkas and celebrity endorsements. The report also emphasizes the importance of addressing website issues and waste management to improve customer satisfaction and attract more visitors. The study provides insights into the role of digital communication in managing a tourism destination's reputation and customer engagement.

DIGITAL COMMUNICATION MANAGEMENT

Digital Communication 1
Rottnest Island which incorporates extraordinary climate conditions, trash dumping, land
disintegrating into ocean and site slamming has drawn into light as they have expanded from
the previous years. Rottnest Island has recorded higher number of negative assessments of
around15% as compare to their rivals “Margaret stream” as their percentage was stands
around at 11.7% until September 2019. This demonstrates that clients are not familiar with
the administrations practices given by Rottnest Island. Bases on Radian6, there are numerous
web based life posts with respect to protests towards Rottnest Island (Refer to informative
supplement … ..). Online networking posts can spread rapidly with clients offering the
substance to their companions. These online life posts can give the goal of an awful picture
and can influence the basic leadership procedure of future clients. Rottnest island ought to
make an online crusade on CSR to demonstrate their endeavours that they care about the
shopper.
A year ago, a maturing pier which fallen in Rottnest island harmed three individuals. These
people were hesitant to go to Rottnest as comparative cases may keep on occurring. Words
like #broken, #roads, #erosion, #tumbled and #risk showed up on social studio when
scanning for Rottnest Island, thus it proposing the negative conclusion held by buyers. (allude
to appendi… .). As of late, a post from twitter was shared crosswise over different online
networking stage featuring the issues of broken streets and sea shores disintegrating into
ocean with having a genuine danger to the guest's wellbeing. Consequently, Rottnest should
begin a security crusade to change the open's recognition and post via web-based networking
media as the enormous after achieved by Rottnest Island WA takes into account further open
doors with respect to effective battles.
In 2018, Divers gather surprising measure of waste off Rottnest Island which undermines the
soundness of marine natural life (allude to index… ..). Since 2019, Rottnest Island has built
up a Sustainable activity plan of Waste Management to beat this danger. It is an open door for

Digital Communication 2
Rottnest as they can fire a greatest tidy up battle and welcome volunteers to take an interest
by publicizing through paid media, as it will permit Rottnest to interface with a crowd of
people comprising of those individuals who are healthy and environment friendly.
From Radian6, extraordinary climate conditions were one of the open concerns which was
shared via web-based networking media. This is made apparent by the pervasiveness of the
hashtag #hottest, #records, #broken and #1940 which shows up every now and again when
looked by means of Social Studios. The hangtag of 1940 features the wrecked records of
most smoking days in August since, 1940. The supportability activity plan of Rottnest has
additionally demonstrated their worry towards environmental change. It is likewise an open
door as grasping socially mindful approaches goes far towards drawing in and holding
clients, which is basic to an organization's long term achievement. In the event of Rottnest, it
will bring about unprecedented development in guests' numbers.
As of late, the Rottnest Island booking site was down and slammed once more. This isn't the
first run through as it happened a year ago during charismas period and this is a worry as it
has influenced numerous shoppers. On August 1, 2019 a post was shared where nobody
addressed their booking contact number with a statement "I sympathize with your torment"
and it has a ton of negative slants from guests. Lamentably for Rottnest, #close adds to the
poor depiction of the brand by means of the web and it must be fixed by the organization so
as to further flourish.
The remarkable development in guest numbers to Rottnest Island is walking on and the
record number has developed to 21% in 2018-2019. The positive feelings of the guests via
web-based networking media has prompted increment the quantity of guests to untouched
high. Pretty much every post is identified with quokkas with the featured words like
#quokkasselfie, #sleepyquokkas, #quokkassmile and #toungeouttuesday has been shared on

Digital Communication 3
each online life stage and this pulls in a ton of guests to Rottnest Island. Rottnest additionally
welcomes VIPs like @ChrisHenswoth, @KellySlater and @georgioGardner for their
advancement and that has likewise influenced purchasers choice to go to Rottnest. In this
way, another open door accessible for Rottnest Island is the capacity to further build their
online life nearness and this will prompt expanded exposure however earned media.