Research: Tourism Australia's Campaign Impact on Hilton Corporation

This report examines the impact of Tourism Australia's "There's Nothing Like Australia" campaign, focusing on its effects on the Hilton Hotel Corporation. The campaign, designed to promote aquatic and coastal tourism, leverages social media to showcase user-generated content. The analysis reveals that Hilton has capitalized on this initiative by aligning its social media strategies to attract tech-savvy travelers. The report also discusses how the campaign enhances Hilton's brand awareness and market reach through increased visibility on Tourism Australia's platforms. The study concludes that while the campaign presents opportunities for growth, Hilton must navigate the competitive social media landscape to fully realize its benefits.

Running head: TOURISM AND HOSPITALITY RESEARCH ANALYSIS
Tourism and Hospitality Research Analysis
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TOURISM AND HOSPITALITY RESEARCH ANALYSIS
Table of Contents
Introduction......................................................................................................................................2
Campaign Details.............................................................................................................................2
Impact of this Initiative....................................................................................................................3
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

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TOURISM AND HOSPITALITY RESEARCH ANALYSIS
Introduction
The current development in the tourism industry is contributing more to the global
economy. The initiatives undertaken by the government is impacting on the small and large
tourism corporations. Tourism Australia has undertaken an initiative named “There’s Nothing
Like Australia” campaign in 2016. The focus of this campaign is to establish the key competitive
advantage by offering the aquatic and coastal tourism (Tourism.australia.com. 2018). The
consumer research conducted by Tourism Australia concentrates on the high ranking for the
natural beauty n the surrounding areas. The study will explore the description of this campaign
and its impact on Hilton Hotel Corporation, which is a renowned multinational hospitality
corporation.
Campaign Details
The campaign, “There’s Nothing Like Australia” provides the opportunity to the
Australian tourism business to submit the best video, photographs, and film on Aquatic and
Coastal region. This social content will be shared via social media channels like Facebook,
Instagram, Twitter. The selected best-user generated content will be featured and broadcasted
across the platforms of Tourism Australia (Zeng & Gerritsen, 2014). This promotion will be
much beneficial for the tourism companies to draw the attention of more tourists and generate
profits. It was reported that Tourism Australia conducted the consumer research across 11 key
tourism market of Australia (Hardiman & Burgin, 2017). It has been identified that this
campaign is much significant driver of the international visitor demand. The world-class natural
beauty of Australia is much suitable for the development of the tourism services.

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TOURISM AND HOSPITALITY RESEARCH ANALYSIS
Impact of this Initiative
The initiative undertaken by Tourism Australia has created the significant impact on
today’s tourism businesses. The previous study suggests that the company, Hilton Hotel
Corporation has been concentrating on involving millennial into the business for deriving more
innovative and advanced business tactics (Hilton, 2018). This advanced method of dealing with
the tourism business through social media promotions help in gathering attention of more
tourists. The associated millennial in this company have been using the social media strategy for
the promotions (Zeng & Gerritsen, 2014). On the other hand, the campaign is much fruitful since
the company is concentrating more on the tech-savvy and self-sufficient travelers (Sanin, 2015).
The tourists worldwide have been using the websites and mobile apps for their tourism purposes.
The posts shared on the social media will thus help in creating awareness of the natural beauty of
Australia.
It is even noticed that the company, Hilton Hotel Corporation are much active in their
social media sites. With the help of this initiative, the company can create the awareness of their
hospitality services for the tourists (Hardiman & Burgin, 2017). The continuous shift towards the
accessible technologies is thus creating more awareness for the tourists. The current development
in the competitive environment is thus highlighting the positive impacts for the upcoming future
(Xiang et al., 2015). The tourists can easily get access to the social platform of Tourism Australia
that promotes the featured photos and videos uploaded by the company. The involvement with
the government organisation creates the positive impression on tourists’ minds. Hence, Hilton
Hotel Corporation has the opportunity to expand their social media businesses and share their
best photographs of the aquatic and coastal areas (Zeng & Gerritsen, 2014). The best
photographs, films, and videos shared by the company will be published through the pages of

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TOURISM AND HOSPITALITY RESEARCH ANALYSIS
Tourism Australia. Hence, the company will receive more opportunities to gather the response of
more customers.
Conclusion
The above discussion sums up the scenario of the hospitality industry in Australia. The
information received from this study creates the links with the previous research. It is noticed
that “There’s Nothing Like Australia” campaign initiated by Tourism Australia is allowing the
hospitality industry to share the best picture and videos of Aquatic and Coastal Region in
Australia. The best selected pictures will be shared on the social platform of Tourism Australia.
This initiative creates the opportunistic scenario for the company like Hilton Hotel Corporation,
which is using social media for promoting their hospitality services. The social and technological
trends adopted by the company are beneficial for the company to respond to this opportunity and
crate the significant profits for the company. This initiative has created the positive impact on the
company to grow more and generate profits. However, on the other hand, the growing
competition in the era of social media is also a concerned area for the company. However, using
the opportunities and responding to the challenging scenario will be predicted to generate more
benefits for the company in future.

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TOURISM AND HOSPITALITY RESEARCH ANALYSIS
References
Hardiman, N., & Burgin, S. (2017). Nature tourism trends in Australia with reference to the
Greater Blue Mountains World Heritage Area. Journal of Sustainable Tourism, 25(6),
732-745.
Hilton. (2018). About us. Retrieved from https://www.hilton.com/en/corporate/.
Sanin, J. (2015). There's nothing like Australia: From social advocacy to social media
populism. Platform: Journal of Media and Communication: ANZCA Special Edition
2015, 6, 23-31.
Tourism.australia.com. (2018). Aquatic and Coastal - Our Campaigns - Tourism Australia.
[online] Available at: http://www.tourism.australia.com/en/about/our-campaigns/theres-
nothing-like-australia/aquatic-and-coastal.html [Accessed 14 Jul. 2018].
Xiang, Z., Wang, D., O’Leary, J. T., &Fesenmaier, D. R. (2015). Adapting to the internet: trends
in travelers’ use of the web for trip planning. Journal of Travel Research, 54(4), 511-527.
Zeng, B., &Gerritsen, R. (2014). What do we know about social media in tourism? A
review. Journal ofTourism Management Perspectives, 10, 27-36.