Tourism E-Commerce Plan: Marketing Objectives for Manly Guest House

This report details a Tourism E-Commerce Plan, focusing on the Manly Guest House, a budget accommodation near Manly Beach in Sydney, Australia. It begins with an executive summary and then delves into a situation analysis, providing a company description, including its location, services, and room amenities. The report identifies the guest house's target market, which includes budget travelers seeking a clean and comfortable stay near the beach, and outlines the marketing objectives, such as knowing the guest, highlighting unique selling points, and leveraging e-commerce. The report also discusses the website evaluation methodology, emphasizing the importance of the homepage, content quality, and web architecture for attracting and converting potential customers. The E-Commerce Plan aims to increase the company's visibility, achieve a profitable share in the hospitality market, and position the guest house as a top choice for travelers visiting Manly Beach.

Running head: TOURISM E-COMMERCE PLAN
Tourism E-Commerce Plan
Name of the student
Name of the University
Author Note

1TOURISM E-COMMERCE PLAN
Executive Summary
The report gives a brief overview of the preparation of a Tourism E-Commerce Plan. The
purpose of the E-Commerce Plan discussed vividly in the report. There is also a situation
analysis of chosen company done in the report. Further, discussion is made about the facilities
and services provided by the company. The report also describes the target market and the
objectives for its marketing campaign. There is also discussion of the website evaluation
methodology of the company website done in the report.
Here, the report discusses about the e-commerce plan of Manly Guest House located very close
to Manly beach. The Manly Guest house targets the budget travellers who are in search of clean,
comfortable and relaxing place near the beach. As per the reports, the mentioned guesthouse
focuses on the on quality, luxuries, as well as individualized accommodation for the travellers.
The chosen guesthouse is also a 10-minute walk from the Manly Beach and the Manly Wharf
and at a close distance from the Sydney Harbour National Park and the Manly Sea Life
Sanctuary. In addition to this, the report also describes that the guesthouse has self-parking
facility along with 24-hour room service and facilities for laundry. The guesthouse also provides
free wi-fi facilities to its guests along with availability of free online newspapers, library and
computer station. According to the report, one can see that the company identifies the target
market with the help of online reviews posted in the website, surveys, Google analytics and
Twitter and Facebook insights. The guesthouse also relies on their guest for delivery of
information through word of mouth.
The report also discusses about the website evaluation considered as an effective process for the
promotion of various offers of the Manly Guest House. In this context, there is discussion made

2TOURISM E-COMMERCE PLAN
on the clear visibility of the special offers on the homepage of the guesthouse through visual
advert or a banner. The report further describes the clarity in special offers brought with the help
of link in major navigation that drives customers to the special offers page. The special offers
page must reach the potential customers, as they will help it to stay afloat in business. Therefore,
the page related to any offers optimized so that the visitors converted to the potential guests.
The report also discusses about the marketing objectives followed by the company. There is also
a vivid discussion of the website evaluation methodology. Thus, a website evaluated based on
few crititeria like home page, quality and quantity of website, web architecture, usability and
accessibility, commercialization, language, persuasiveness, brand image, interactivity, social
networking and mobile communications. However, the Manly Guest house website is designed
keeping in mind the criteria mentioned. Thus, the report describes that the purpose of the E-
commerce plan is to drive in more business through a better gain of visibility of the company. In
addition to this, it also helps the company in attaining a profitable share in the hospitality market
and position the guesthouse as one of the choices of the travellers whenever they plan a visit to
Manly beach.

3TOURISM E-COMMERCE PLAN
Table of Contents
Introduction......................................................................................................................................3
Situation analysis.............................................................................................................................3
Company Description..................................................................................................................3
Target Market..............................................................................................................................4
Objectives........................................................................................................................................5
Website Evaluation..........................................................................................................................6
Conclusion.......................................................................................................................................8
Reference.......................................................................................................................................10

4TOURISM E-COMMERCE PLAN
Introduction
The assignment is delving with the preparation of a Tourism E-Commerce Plan. The
purpose of the E-Commerce Plan will be discussed. Also, the situation analysis regarding the
company will be elucidated. This will be discussing about the company, the details of the
organization and its current products and services. A discussion will also be made regarding the
description of the target market and the segments that the company is required targeting for the
chosen product. The organization’s objectives relating to the marketing campaign will get briefly
identified. Moreover, the methodology regarding the evaluation of the website will also get
discussed.
The company that has been chosen for this assignment is Manly Guest House. The guest
house is offering the best quality service relating to budget accommodation in Manly, Sydney.
This place is considered as the most famous beachside suburb. The guest house is offering a
homely atmosphere having private accommodation as well as common amenities such as kitchen
as well as bathrooms. The guesthouse is offering best quality budget accommodation in Manly
where Single, Double, Twins, Trios and Family Rooms are being offered. The salient features of
the guest house are free high speed internet, free wireless access, free towels, free bed linen,
complimentary tea and coffee as well as pleasant backyard (Manly Guest House, 2017).
Situation analysis
Company Description
The Manly Guest House is a budget guest house that is located near the beach. The guest
house is within a 10-minute walk of Manly Beach as well as Manly Wharf. The Manly Sea Life

5TOURISM E-COMMERCE PLAN
Sanctuary as well as Sydney Harbour National Park is also within 5 kilometres radius of the
guest house. In regard to the property features, it can be stated that there is the availability of
self-parking, 24-hour room service as well as laundry facilities at this guest house. There is also
the availability of free WiFi in public areas of the guest house. In addition to that, there is the
presence of a computer station, a library as well as free newspapers onsite. In regard to room
amenities, it can be stated that all the 19 rooms are offering free WiFi, 24-hour room service as
well as complimentary newspapers on weekdays (Manly Guest House, 2017). On the ground
floor, a guest can do the cooking of their meals in a kitchen that is fully equipped and relax in the
TV lounge of the guest house with Foxtel, do the checking of their emails for free on the
computer having high speed internet or the guests might use their personal laptop with wireless
connection. There is also the facility for enjoying the sun outside in the backyard of the guest
house. Concerning the various kinds of rooms that are available in the guesthouse, it can be
stated that there are single rooms, twin rooms, budget double room, standard queen room, trio
room, and family room for four people, family room for five people, as well as family room for 6
people (Manly Guest House, 2017).
Target Market
The target market for the guest house can be identified with the help of surveys, online
reviews, Google analytics, Facebook insights as well as Twitter insights. In respect of surveys, it
can be stated that the earlier guests are the best resource of qualified information. The guest
house does the using of post-stay guest surveys for ensuring that the travellers are having a better
stay, and also finding other essential information. The online reviews of Manly Guest House are
another area to search for key information. Guests most of the times do the mentioning of things
they liked, disliked and what could have been better (Dima, 2014). This information could be

6TOURISM E-COMMERCE PLAN
used for making the necessary improvements at the guest house. For instance, in one of the
reviews for Manly Guest House, the guest did the mentioning of the free beach cruisers,
surfboards as well as skateboards (Fatima, 2017). Those additional services are a nice touch,
particularly taking into consideration the location of the guest house near the beach. The guest
house is having the knowledge that Manly beach is drawing a lot of travellers to their property.
They are capitalizing on their distinctive services and adding extras that most of the guest houses
are not doing. The guest house is also planning to do the installation of Google analytics on the
company’s website, which is considered being a very effective tool (Rusko, 2017).
The Manly Guest house is targeting the budget travellers who are searching for a clean,
comfortable and relaxing place that is very near to the beach. The Manly Guest House is
focusing on quality, luxurious, as well as individualized accommodation in respect of travellers.
It’s most significant groups of potential customers are those travellers who traditionally do the
selection of the distinctive atmosphere of guest houses to the more conventional and sterile
surroundings of hotels. To create a ‘home away from home’ will be ensuring a large number of
customers who will be revisiting again (Kant, 2016). The main segment of customers for the
Manly Guest House is leisure travellers trying to find an accommodation in Manly.
The guest house is planning to get registered at all the main destination-websites in
Australia. The guest house is also undertaking the launch of a direct marketing campaign. Since,
the guesthouse is located very near to the Manly Beach; the location plays a major role in the
marketing strategy focused upon tourists who like to spend some leisurely time at the beach
(Huang, 2017). The guest house is also directing their marketing efforts relating to conferencing
as well as other events, at the locals in Manly.

7TOURISM E-COMMERCE PLAN
Objectives
The Manly Guest house in order to achieve success and become one of its kinds follows various
marketing objectives. This includes:
Knowing the Guest:
Manly Guesthouse exactly knows the needs of the guest and thereby tries to cater to
them. The guesthouse thus provides various facilities so that the guest gets the best value for
their money.
Ensuring Unique Selling Point delivered to Guest:
Every business has some unique selling point considered as a desirable feature for
making business. Similarly, the Manly Guest house uses its unique location as selling point to its
guests
By Being Smart with the Advertising:
Advertising is important for every business in gaining visibility. The Manly Guest house
also adopts this advertising technique through posting online reviews in its website, surveys,
Google analytics and Twitter and Facebook insights.
Harnessing the Power of E-commerce for Gaining Visibility:

8TOURISM E-COMMERCE PLAN
Though increasing number of companies are relying on the Internet and e-mail facilities in
driving business, this particular guest house is trying to adopt better means for increasing its
profitability and thereby bringing in more business.
Through Development of Seasonal and Special Promotions:
Promotions considered as stalwart of marketing programme as there is scope for ample
creativity. During peak seasons, the guesthouse also does various promotions on its special
offers.
By Being Consistent and Efficient:
The Manly Guesthouse believes in being consistent and efficient in its business that they
believe will encourage return visit from guests. This also allows them to convey a message about
the guesthouse to their friends and family.
Website Evaluation Methodology
Website considered the most efficient process for the promotion of offers via the website
of Manly Guest House. This allows individual special offer to be clearly visible on the homepage
of the guest house via a banner or visual advert, and with the help of a link in the major
navigation that helps in bringing customers to the special offers page of the guest house
(Standing, 2014).
a. Home page

9TOURISM E-COMMERCE PLAN
The home page is one of the most important pages of a website as it is responsible for
driving in maximum traffic who can finally be potential customers. Thus, the homepage of the
Manly Guest House is clear and simple and conveys the visitors about what it does in a simple
language (Ren, 2014).
b. Quality & Quantity of Content
The quality and quantity of the content is important for a website. Thus, Manly Guest
house website not only maintains quality but also quantity. The content is crisp and to the point
and is devoid of any punctuation, grammar and spelling mistakes (Cao, 2016). Descriptions are
also to the point. The fresh touch in the content allows visitors in taking interest in going through
the website.
c. Web Architecture
The web architecture referred to as a two-tiered architecture dependent on the web
browser and the web server (Hua, 2016). The web browser is responsible for displaying
information content and the web server transfers information to the clients. In terms of web
architecture, the website of Manly Guest House seems perfect.
d. Usability & Accessibility
Usability refers to how easily the website is usable. This depends on five criteria that
include memorability, efficiency, errors, learn ability and satisfaction. On the other hand,
accessibility refers to the facility in presenting information with sensory channels that not only

10TOURISM E-COMMERCE PLAN
include sight but also sound (Sigala, 2017). In this regard, the website of Manly Guest House is
not only accessible but also usable.
e. Commercialization
Commercialization defined as the procedure in introducing a new thing into the market
for the purpose of financial gain. The Manly Guest house has designed its website keeping in
mind commercialization that would not only drive business but also increase its profitability.
j. Language
The language of the website should be easily understandable by the visitors. This has to
note because in certain cases the first impression is usually the last one. The language should be
lucid and have less of creativity (Ren, 2014). Familiar words must be used so that people takes
an interest in reading the website. Now in this context if the website language for the Manly
guesthouse is considered then it is not only lucid but also written in manner that anyone can
understand.
k. Brand image
When designing a website the brand image of the company needs portrayal in a heartfelt
and human manner (Gavalas, 2014). While accessing through Manly Guesthouse website one
can see how the company has designed the website keeping the prime focus on the brand
identity.
l. Persuasiveness

11TOURISM E-COMMERCE PLAN
For a website to be persuasive there should be clarity so that the visitor can get an idea
about what the site is dealing with even at a glance (Mohapatra, 2013). The use of superlatives
should be less to the best extent possible and focus should be more specific. In this regard, if the
website of the chosen guesthouse is considered then the website has maintained all the criteria
required for persuading a visitor.
m. Interactivity
Website interactivity is essential factor in designing a website. Therefore, to make the
website more interactive, the website should incorporate structure that ensures easy navigability.
There should be use of varied colours that is to be hyperlinked with the page dedicated for
subscription (Gavalas 2014). Moreover, in the era of Smartphone there should be required
amount of optimization dome so that the website becomes accessible through the smart phone.
There should also be a whole lot of content that should keep the visitors engaged. The website of
Manly Guest house is quite interactive in this regard.
n. Social web
Social networking is a great way for showing the audience how invested one is in
building one’s brand image and bringing in business (Ren 2014). Thus, by answering queries of
customers or by sharing content that is innovative the company ensures that it mainly focuses on
creation of a brand of their interest. Content marketing should never end with the publication of
your content. In this regard, the Manly Guest House discussed in report tries to enhance its
visibility through promotion in various social media platforms.
o. Mobile communications

12TOURISM E-COMMERCE PLAN
Mobile communication is a wireless communication where data and voice information
transmitted, emitted and received by means of microwave. Some of the examples of the mobile
communication include digital and cellular cordless telephones, pagers and satellite based
communications. The website of the Manly Guest House provides a booking number to which
the visitors can make a call for reservations.
Conclusion
To conclude, that Manly Guest house mainly concentrates upon the budget travellers who
are searching for a clean, comfortable and relaxing place that is close to the beach. The Manly
Guest House is giving high priority towards quality, luxurious, as well as individualized
accommodation for the travellers. The guest house’s most significant groups of prospective
customers are those travellers who in general, do the selection of the distinctive atmosphere of
guest houses to the more conventional and sterile surroundings of hotels. The guest house is also
considering the launch of a direct marketing campaign. As because, the guest house is located
close to the Manly Beach, the location plays a key role in the marketing strategy that is
concentrating upon tourists who are having the inclination to spend some leisurely time at the
beach. Therefore, the marketing objectives of Manly Guesthouse well described in the report. In
addition to this, one can also find the website evaluation methodology in the perspective of home
page, quantity and quality of the website, web architecture, usability and accessibility, language,
commercialization, persuasiveness, social networking and mobile communication. Therefore,
when the website of the company analyzed in this perspective, there is perfect implementation of
all the aspects. Thus, the chosen company with its marketing strategy and perfect website will be
able to draw in more visitors thereby adding them to their guest list.

13TOURISM E-COMMERCE PLAN

14TOURISM E-COMMERCE PLAN
Reference
Cao, K., & Yang, Z. (2016). A study of e-commerce adoption by tourism websites in
China. Journal of Destination Marketing & Management, 5(3), 283-289.
Dima, I. C., Ţenescu, A., & Bosun, P. (2014). Informational stocks and e-logistics management
of a tourism company. International Letters of Social and Humanistic Sciences, 16(1),
75-85.
Fatima, A., Abbas, A., Ming, W., Zaheer, A. N., & Akhtar, M. U. H. (2017). Analyzing the
Academic Research Trends by Using University Digital Resources: A Bibliometric Study
of Electronic Commerce in China.
Filieri, R., McLeay, F., & Tsui, B. (2017). Antecedents of travellers’ satisfaction and purchase
intention from social commerce websites. In Information and Communication
Technologies in Tourism 2017 (pp. 517-528). Springer, Cham.
Gavalas, D., Konstantopoulos, C., Mastakas, K., & Pantziou, G. (2014). Mobile recommender
systems in tourism. Journal of network and computer applications, 39, 319-333.
Hua, N., & Hua, N. (2016). E-commerce performance in hospitality and tourism. International
Journal of Contemporary Hospitality Management, 28(9), 2052-2079.
Huang, C. D., Goo, J., Nam, K., & Yoo, C. W. (2017). Smart tourism technologies in travel
planning: The role of exploration and exploitation. Information & Management.
Kant, J. P., & Sharma, M. (2016). E–Commerce as Key Factor for Tourism Development in
India.

15TOURISM E-COMMERCE PLAN
Manly Guesthouse. (2017). Manly Guesthouse| Budget Accommodation in Manly PH:02 9977
0884. [online] Available at: http://www.manlyguesthouse.com.au/ [Accessed 16 Sep.
2017].
Mohapatra, S. (2013). E-commerce Strategy. In E-Commerce Strategy (pp. 155-171). Springer
US.
Ren, X., Liu, K., & Jiang, H. J. (2014). Research on Mount Tai Tourism E-Commerce.
In Advanced Materials Research (Vol. 1049, pp. 1872-1875). Trans Tech Publications.
Rusko, R., & Pekkala, J. (2017). About the E-commerce Activities in Finnish Lapland-
Perspectives of Consumers and Entrepreneurs: E-Commerce in Lapland. In Socio-
Economic Perspectives on Consumer Engagement and Buying Behavior (pp. 175-195).
IGI Global.
Sigala, M. (2017). Collaborative commerce in tourism: implications for research and
industry. Current Issues in Tourism, 20(4), 346-355.
Standing, C., Tang-Taye, J. P., & Boyer, M. (2014). The impact of the Internet in travel and
tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing, 31(1),
82-113.
Wang, J., Shen, C., & Wu, J. (2015). Study on Tourism E-Commerce Market in China. In LISS
2014 (pp. 1089-1095). Springer, Berlin, Heidelberg.
Zheng, H., Liu, T., Dai, Y., & Yan, M. (2017). Analysis of Tourism E-commerce Professional’s
Job Market. Journal of Chinese Economics, 5(1).