Tourism Marketing Strategy in Business Expansion: G Adventures Case

This report critically evaluates the importance of tourism marketing strategies in organizational business expansion, using G Adventures as a case study. It examines the challenges faced by the Australian tourism sector in maintaining sustainable development due to a lack of effective marketing. The report explores the significance of health festivals as a marketing tool to attract customers, identifies factors affecting the implementation of such festivals, and provides recommendations to overcome these challenges. The research employs a post-positivism approach with a descriptive research design, utilizing non-probability sampling and both primary and secondary data collection methods. Limitations include time constraints and the need for qualitative data analysis. Ethical considerations and a budget and timeline for the research plan are also outlined. Desklib offers a variety of study tools, including similar reports and solved assignments, to aid students in their academic pursuits.

Running head: MANAGING RESEARCH
Managing Research
(Topic: Importance of tourism marketing strategy in organizational business expansion, case
study of G Adventures)
(Case Study 4)
Name of the Student
Name of University
Name of the Author

1MANAGING RESEARCH
Table of Contents
1. Introduction:................................................................................................................................3
1.1 Research backgrounds:..............................................................................................................3
1.2 Research problem:.....................................................................................................................4
1.3 Research aims and objectives:...................................................................................................4
1.4 Research questions:...................................................................................................................5
1.5 Hypothesis:................................................................................................................................5
2. Literature review:.........................................................................................................................5
2.1 Importance of marketing strategy for business expansion:.......................................................5
2.2 Factors affecting in arranging an effective health festival in a business region:.......................6
2.4 Literature gap:............................................................................................................................6
3. Research methodology:...............................................................................................................7
3.1 Research design:........................................................................................................................7
3.2 Sampling technique:..................................................................................................................8
3.3 Data collection:..........................................................................................................................8
3.4 Data analysis:.............................................................................................................................8
4. Additional issues:.........................................................................................................................9
4.1 Expected research limitations:...................................................................................................9
4.2 Ethical considerations:.............................................................................................................10
4.3 Budget of the research plan:....................................................................................................10
4.4 Timeline of the research:.........................................................................................................11
4.5 Expected outcome:...................................................................................................................12
Reference List:...............................................................................................................................13

2MANAGING RESEARCH
1. Introduction:
The study has focused to evaluate the “importance of tourism marketing strategy in
organizational business expansion” based on the case study of G Adventures. It is observed that
Australian tourism sector is facing challenges in maintaining their sustainable development. Lack
of implementing effective marketing strategy is the most important reasons due to which tourism
sector is facing immense challenges in rendering profitability. As a result, economy is getting
affected highly in the market of Australia. However, in order to overcome this situation, the G
Adventures has taken an initiative of arranging local health festival to attract visitors’ attention.
G Adventures has given responsibility to an event management organizer for arranging this
health festival. The tourists would have to do numbers of outdoor activities with the help of
which they can visit different tourist spots along with maintaining their health.
1.1 Research backgrounds:
In order to regain business glory and reputation Australian tourism sector has taken major
initiatives of organizing health activities (Novikov and Novikov 2013). It is a kind of marketing
and promotional strategy to grab the attention of both regional customers as well as international
visitors (Coleman 2013). Providing quality of products and services to the customers is not the
primary concern of a business organization. In order to maintain business sustainability the
tourism organizer would have to make attractive promotional strategy so the consumers’ buying
behaviour can be influenced (Håkansson 2013). G Adventures is one of the most recognizable
travel operators which provide extra-ordinary service facilities to the visitors in exploring new
destinations of Australia. By implementing this health festival the business experts can attract the
attention of international customers so that the economic growth can be enhanced Mary
(Converse 2012).

3MANAGING RESEARCH
1.2 Research problem:
A problem is identified that sustainable tourism sector of Australia is facing innumerable
difficulties in maintaining its organizational glory due to the lack of proper marketing plan and
activities. After identifying the issue numerous research scholars have showed their concern in
raising the issue (Tracy 2012). They have evaluated the fact that business experts of tourism
operations are not providing sufficient time behind planning an effective marketing and
promotional strategy. In this kind of situation, regional visitors as well as international customers
are facing reluctance in visiting the tourist destinations of Australia. This very specific study thus
has identified the issue and evaluated the fact on how health festival can be effective to grab
customers’ attention.
1.3 Research aims and objectives:
 To critically evaluate the importance of effective marketing strategy for grabbing the
attention of customers in tourism industry
 To critically identify the significance of health festival in a tourism sector for drawing
customers’ attention
 To evaluate the factors affecting tourism business experts in implementing effective health
festival plans
 To provide some of the recommendations of overcoming these challenges so that health
festival can be successfully implemented
1.4 Research questions:
 What is the importance of effective marketing strategy for grabbing the attention of
customers in tourism industry?

4MANAGING RESEARCH
 What is the significance of health festival in a tourism sector for drawing customers’
attention?
 What are the factors affecting tourism business experts in implementing effective health
festival plans?
 What are the recommendations of overcoming these challenges so that health festival can be
successfully implemented?
1.5 Hypothesis:
H0: Organizing health festival has not major significant impact in drawing the attention of
customers in tourism sector
H1: Organizing health festival has major significant impact in drawing the attention of
customers in tourism sector
2. Literature review:
2.1 Importance of marketing strategy for business expansion:
Collis and Hussey (2013) opined that along with providing superior quality of products
and services the organization in tourism sector should maintain effective promotional activities
as well so that customers can show their interest in using the services. As per Australian business
scenario in tourism sector the organizations do not put their effort behind marketing strategy so
that they can attract the international customers. In order to grab the attention of international
customers towards Australian tourism sector the organizations can implement effective online
and offline promotional process. Collis and Hussey (2013) stated that the customers can maintain
effective health activities while travelling to one place to another. This particular concept is

5MANAGING RESEARCH
absolutely new for customers. In this kind of situation, they are expected to show their interest in
using services.
2.2 Factors affecting in arranging an effective health festival in a business region:
In order to implement health festival at the outdoor of tourism sector the industry would
have to implement large amount of money. As opined by Torres-Delgado and Palomeque (2014),
large amount of money is a big constraint for the organizers. As a result, they are facing
challenges in grabbing the attention of customers. On the other hand, in order to convey the
message about this health festival to be occurred at the soil of Australia the business experts
would have to use media vehicles. Mowforth and Munt (2015) state that with the help of media
vehicles the message can be transmitted to the target customer. In order to conduct the entire
marketing plan the organizations will have to purchase media tools which are cost effective. In
this kind of situation, economy is a major challenging factor for maintaining marketing and
promotional strategy in tourism business.
2.4 Literature gap:
The study has discussed in detail that lack of implementing effective marketing strategy
is the most important reasons due to which tourism sector is facing immense challenges in
rendering profitability. G Adventures has given responsibility to an event management organizer
for arranging this health festival. In order to maintain business sustainability the tourism
organizer would have to make attractive promotional strategy so the consumers’ buying
behaviour can be influenced. G Adventures is one of the most recognizable travel operators
which provide extra-ordinary service facilities to the visitors in exploring new destinations of
Australia. After identifying the issue numerous research scholars have showed their concern in

6MANAGING RESEARCH
raising the issue. They have evaluated the fact that business experts of tourism operations are not
providing sufficient time behind planning an effective marketing and promotional strategy. But
the study has refused to implement appropriate theories in marketing strategy and promotional
activities. The impact of health festival has not been critically discussed in this very specific
study.
3. Research methodology:
3.1 Research design:
Research design is the method of organizing the entire research works in systematic way
so that identified issue can be evaluated from different perspective. Research design is
constituted with several approaches including research philosophy, research approach and
research design (Collis and Hussey 2013). Qualitative psychology: A practical guide to research
methods.. In this study post positivism research will be used with the help of which research
issue will be evaluated with keen observation with appropriate evidence (Mowforth and Munt
2015). The study will focus to evaluate on how appropriate deductive approach will help the
researcher in evaluating the identified research issue with the help of exiting theories discussed
on the literature review part. By using appropriate descriptive research design the study will
evaluate way of evaluation of collected data from different perspective.
3.2 Sampling technique:
Sampling technique is the method of gathering information from stipulated group of
people from large number of population (Collis and Hussey 2013). Probability and non-
probability are the techniques with the help of which the researcher collects information from

7MANAGING RESEARCH
reliable and valid resources. In this study, non-probability sampling technique will be used based
on which customers using the services of G Adventures will be directly involved with the
research issue.
3.3 Data collection:
Data collection is the systematic procedure of gathering appropriate information from
various resources. Data collection procedure is constituted with two major types including
primary data collection technique and secondary data collection technique (Tracy 2012). Primary
source of data collection involves the respondents in providing their necessary response
immediately. By involving 100 customers the study will focus on collecting response whether
health festival makes any special significance to them or not.
3.4 Data analysis:
With the help of quantitative data analysis technique survey will be conducted by making
ten questionnaires (van Wyk 2012). In this specific survey method, the researcher would have to
involve the international customers for getting their feedback. They would provide necessary
response whether the customers are responsive enough in attending health festivals. Data will be
analyzed by following central tendency method. Tables will be formed in liker chart which
mentions agree and disagree format.

8MANAGING RESEARCH
4. Additional issues:
4.1 Expected research limitations:
While evaluating research limitation it can be summarized that Research design is
constituted with several approaches including research philosophy, research approach and
research design (Novikov and Novikov 2013). By using appropriate descriptive research design
the study will evaluate way of evaluation of collected data from different perspective. Probability
and non-probability are the techniques with the help of which the researcher collects information
from reliable and valid resources. Primary source of data collection involves the respondents in
providing their necessary response immediately (Mary Converse 2012). They would provide
necessary response whether the customers are responsive enough in attending health festivals.
Data will be analyzed by following central tendency method. Tables will be formed in liker chart
which mentions agree and disagree format.
The entire study is very much systematic in collecting data of research issue with the use
of appropriate methodological tools. Still the research paper is not devoid of some of its major
limitations. It is very hectic for a researcher to collect data and evaluate its result within twelve
weeks. Therefore, the researcher would have to give more time for data presentation and
analysis. However, research method will be conducted in a hectic way due to stipulated deadline
of research plan. On the other hand, the data collection method should include qualitative form
of data analysis as well to directly involve the business supervisors.

9MANAGING RESEARCH
4.2 Ethical considerations:
In order to make a research paper systematic the researcher would have to maintain
appropriate acts, regulations, values and ethics. Data protection act, anti-discrimination act, right
to information act, gender equality act should be strictly followed (Coleman 2013). The
researcher should not create any difference between male and female participants. On the other
hand, the researcher would have to focus in receiving spontaneous participation of respondents
(Håkansson 2013). Not single respondents should be forced for providing data and information.
However, by implementing anti-discrimination act the researcher would have to give equal
priority and response from the people of different geographical backgrounds and psychological
attitudes. The identity of the participants will be kept confidentially for their safety.
4.3 Budget of the research plan:
Activities Estimated budget
AUD
Finding sources for topic selection
Data collection from secondary sources AUD 4,000
Framing layout of the research AUD 3,000
Purchasing books and journals AUD 7,000
Research plan formation AUD 10,000
Acquiring research techniques AUD 4,000
Primary data collection AUD 10,000
Analysing and interpreting data AUD 10,000
Formation of rough draft AUD 20,000
Final submission (total) AUD 68,000

10MANAGING RESEARCH
Table: Estimated budget of the research plan
(Source: As Created by the Author)
4.4 Timeline of the research:
Main activities/ stages 1st-2nd
Week
3rd- 4th
Week
5th- 6th
Week
7th-8th
Week
9th- 10th
Week
11th- 12th
Week
Topic Selection
Data collection from secondary
sources
Framing layout of the research
Literature review
Formation of the research Plan
Selection of the Appropriate
Research Techniques
Primary data collection
Analysis & Interpretation of
Data Collection
Conclusion of the Study
Formation of Rough Draft
Submission of Final Work
Table: Timeline of the research plan

11MANAGING RESEARCH
(Source: As Created by the Author)
4.5 Expected outcome:
The expected outcome of this research seems to be positive as the entire study is
conducted by collecting proper data and information. While collecting data it is observed that
entire research would be conducted within 12 weeks. It is very hectic for a researcher to collect
data and evaluate its result within 12 weeks. Therefore, the researcher would have to give more
time for data presentation and analysis. On the other hand, it is observed that the identified
research issue is vast and wide with the help of which the researcher may have to face challenges
in gathering data. However, still it is expected that the entire process of work will be conducted
systematically.