Tourism Planning Environments: A Discussion Paper - MKT01760 SCU

This discussion paper addresses key issues in the Australian tourism planning environment, focusing on the need for new policies to address challenges such as declining tourist numbers and the effective integration of technology. It explores the role of government and businesses, identifies stakeholders, and analyzes trends affecting the industry. The paper emphasizes the importance of technology in enhancing tourism, including the use of smartphones, online booking systems, and data analytics. It highlights the need for government intervention to support technological advancements and promote sustainable tourism practices. The analysis includes considerations of economic, social, cultural, environmental, political, and technological factors influencing the tourism sector, providing a comprehensive overview of the current state and future directions for tourism planning in Australia.

Running head: TOURISM PLANNING ENVIRONMENT
TOURISM PLANNING ENVIRONMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Position statement......................................................................................................2
2. Background context...................................................................................................3
3. Statement of need.......................................................................................................5
4. Scope of the plan........................................................................................................9
5. Proposed process......................................................................................................11
References....................................................................................................................13

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1. Position statement
Explanation of the role I work for and the location
I have been working in the organization named Tourism Australia for the past few
years. The organization is mainly a government based agency which has the responsibility of
attracting huge number of international visitors towards the country. The company operates
in the tourism based sector of Australia and is able to offer effective services to the
international tourists who visit the country. The different activities that are performed by the
organization thereby include, media programs, PR programs, consumer research (Benur &
Bramwell 2015).
The roles and responsibilities that are assigned to me by the agency
The major responsibilities and roles that are played by the company in the industry are
based on the development of effective policies in order to attract the international tourists.
The research which is made by the company based on the consumers is my major
responsibility. The online communication based activities are also considered to be an
important responsibility which has been provided to me by the company
(Tourism.australia.com 2018).
The interests and values of the agency
The value and interests of the agency is based on the ways by which international
tourists can be attracted in Australia. The promotions and advertising based activities that are
performed by the organizations are thereby considered to be important for the ways by which
organizations operate. Tourism Australia is thereby responsible for attracting tourists towards
the country. The major value of the organization is that it runs under the government and is

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able to provide effective services to the international and the domestic tourist in an effective
way (Coccossis 2017).
The internal and external influences on the business
The internal effects on the operations of the organization are based on the ways by
which the employees and stakeholders of the company operate. The external influences are
based on the changes which are taking place in the technological environment of the country
on a continuous basis. The organization thereby needs to take these into considerations before
taking major decisions (Dredge & Jamal 2015).
Specific objectives and goals of policy related issue
The most significant issue which can be addressed with the help of the discussion
paper is the lack of effective number of tourists in Australia and use of proper technologies in
order to mitigate risks. The effect of these new technologies in the tourism sector is an
important issue which will be addressed with the help of solutions provided in the discussion
paper.
Plan made to address the issue
The plan which can be recommended in the discussion paper is based on the ways by
which the implementation of effective technologies can be increased in the Australian
tourism organizations (García, Vázquez & Macías 2015).
2. Background context
Opportunities, challenges and issues facing the sector
Opportunities – The tourism industry of Australia is able to affect the economy of
the country in a huge manner. The industry thereby has huge number of growth based

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opportunities which can be used by the organizations in an effective manner in order to
improve their operations. The economic value of tourism related services can increase in the
future which is further able to affect the operations of the organizations. The rates of
affordability of tourism activities can increase which will further lead to the effective
advancement of the industry (Horner & Swarbrooke 2016).
Threats – The debt based levels in the industry are important factors that can affect
operations of different tourism based organizations. The different laws that are based on
tourism are able to have a major effect on the ways by which tourism activities are
conducted. New technologies thereby need to be used by the companies in such a manner
which can have a major impact on the number of tourists. The proper of usage of
technologies is thereby considered to be an important factor which is able to affect the
tourism organizations (Huang et al. 2017).
The geographic focus of the sector
The major geographic focus of the analysis which will be made in the discussion
paper is based on the tourism sector of Australia. The changes which have taken place in the
industry due to the application of new technologies will be an important part of the analysis.
The decrease in number of tourists is thereby considered to be a major issue that is being
faced in the area. The use of proper technologies in the increase of the tourism based growth
in the sector will also be analysed in the paper (Lew 2014).
Number of visitors, employment and income based issues
The tourism sector of Australia has been able to contribute in a huge way in the GDP
of the country. The industry is able to provide huge number of employment opportunities to
more than 500,000 people in the country. The earnings which are made by the country based

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on exports are also considered to be important for the effective operations of different tourism
organizations. The levels of growth in the country is based on the ways by which tourists in
the country can increase effectively (Amelung & Nicholls 2014).
Drivers of the issue
The most important drivers of the issue in the industry are based on the necessity of
the implementation of new technologies in the organizational operations. The new
technologies can play a key part in the ways by which growth of the industry can be
maintained effectively. The proper maintenance of growth is thereby an effective driver of
the issues which have been faced by the tourism industry (Baum 2015). The issue based on
proper usage of technologies is thereby able to affect the ways by which tourism
organizations in Australia can attract the international tourists. The levels of awareness based
on their services can also be increased in an effective manner with the help of new
technologies. The reach of the companies can thereby be increased in an effective way with
the help of different activities that are performed by them with the help of technologies.
Examples to be provided from the research
The major example which can be provided from the research is based on the usage of
new and improved technologies like, smartphones and booking of tourism packages from
online packages. The different offers and packages that are provided to the customers are able
to affect the ways by which technology can be implemented in tourism sector. Proper
maintenance of the data of consumers is also important for offering them with effective
number of packages (Baum et al. 2016).
Importance of the issue to develop a new policy

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The technology based issue requires the formation of effective policies in order to the
effective policies in order to solve the issues. The new technologies which are implemented
in the sector are able to affect the ways by which different activities in the industry can be
conducted in an effective way. The different examples which have been discussed in the
paper have been able to show that technologies have played a key part in the effective
operations of different organizations in the tourism industry. The development of new
policies is thereby necessary in order to achieve the effective levels of growth (Bishop &
Clegg 2018).
3. Statement of need
Need of the plan
The main requirement of the plan in the tourism planning environment is done as this
helps in analysing the several kinds of issues which are being faced by the tourism industry of
Australia. The main issue which is being faced by the Australian tourism industry is that there
has been huge loss of customers in the market which is affecting the overall efficiency of the
industry. Due to the climate change along with non-advancement of the different
technologies, this has led to lack of tourism in the entire environment in an inappropriate
manner.
Role played by the government or the business
The Australian government played a key part in the proper implementation of
different advancement of technologies in the tourism industry. Furthermore, with the help of
the different technologically advanced features in the different aspects of tourism, this will
help in improving the overall effectiveness of the firm in a positive manner. The government
of Australia can provide with various kinds of subsidies which will help the tourism sector in
Australia in becoming more competitive in nature (Sinclair-Maragh & Gursoy 2016).

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Furthermore, the government can promote the tourism by encouraging the growth of
professionalism and proper emphasis is required to be provided on the different technological
advancements. This has been seen that technological advancements such as providing
different website information to the customers along with travel and tour updates are required
to be introduced in the different companies of tourism in entire Australian society (Boukas &
Ziakas 2014).
Stakeholders of the company
The different kinds of advancements in the technology will be done for the various
stakeholders of the company who plays a major role in managing the different kinds of
aspects in an efficient manner. The different international tourists are considered to be one of
the most active stakeholders in the company and the international group of tourists are the
major stakeholders of the company. The different kinds of operations which are being
performed by the organization are based on the external stakeholders as they have the entire
right to analyse the different kinds of aspects in a positive manner.
Furthermore, this has been seen that there are various internal stakeholders of the
tourism companies which is inclusive of the employees or the human resources or the
different government agencies. The government of Australia therefore plays a major and
crucial role in managing the various kinds of aspects in a positive manner without much
difficulties and with implementation of proper plan which will be discussed in the discussion
paper.
Key trends which are able to affect the issue
There are various key trends which are able to affect the tourism business in
Australian economy in an effective manner. The major changes which can be taken into

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consideration are the introduction of the smartphone communication applications which will
help in communicating to the different individuals regarding the different kinds of usage of
the company applications which will be effective in managing the different operations in an
efficient manner (Sharpley et al. 2018).
Furthermore, the tour systems can be changed in the tourism industry in Australia in
which this can be seen that there can be self-guided tours and group tours which will be able
to create more effectiveness in the different programs and this will enhance the overall
appropriateness of the organization as well (Powell et al. 2017). The travel website
applications along with booking can be done through the company website directly by the
companies in Australia as this will help in completing the steps which are necessary within
the specified time (Baum 2016).
Challenges to be responded by the agency
There are various kinds of challenges which can be faced by the company in the
organization that can affect the overall effectiveness of the firms. The main challenge which
can be faced by Tourism Australia is that implementation of the different kinds of aspects
which is inclusive of the lack of the different financial resources and cost which is too
expensive in nature. This has been noticed that reduction of the financial kinds of capabilities
is the major challenge which will be encountered by the different organizations in the tourism
industry in Australia (Moscardo 2014).
Reasons behind the intervention of the government
There are different reasons which is present in intervention of the formation along
with implementation of technologically advanced features in the organization. Furthermore,
this has been noticed that the government of Australia plays a major role in the organizational

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success which will be quite effective in the success of the tourism industry (Ellis and
Sheridan 2014).
Lastly, the proper maintenance of the growth through implementation of various
applications in the organization is considered to be one of the major responsibilities of the
government. This is efficient and appropriate in order to become successful in their approach
of becoming technologically sound and reach out to the customers (Porter, Orams & Lück
2018).
Desired effects, outcomes or benefits of the plan
The entire policy will be effective in nature in managing the technologically advanced
applications in the entire organization. This has been seen that industry of the tourism is
capable of being providing different types of services for the different international tourists in
the organization which will be efficient in nature in becoming more conscious in adopting the
different kinds of enhanced technologically advanced features in the different kinds of
approaches which are being taken by the company.
Furthermore, with the implementation of the technologically advanced feature in the
tourism industry in Australia, this will help in enhancing the overall growth of the company
and this will increase the overall revenues and the profitability of the company in a positive
manner as well. With technological advancements, this will help in increasing the number of
tourists and this will increase the overall efficiency of the company and their approaches will
be become more popular in the entire tourism industry.
Lastly, the mitigation of the different business risks will be helpful in managing the
different kinds of aspects in a positive manner. Social media along with search engine

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optimization will help in managing the overall profitability of the firm and provide the
different customers with wonderful experience.
4. Scope of the plan
Policy or plan based approaches
The approach which can be applied in order to achieve the highest development in the
industry is based on the increase of the use of modern technologies in the operations. The
new technologies which can thereby be implemented in the organization mainly include, the
app for development of websites, communication based app and app required for the
development of tours. The lack which has been experienced in the income of the tourism
industry due to the lack of effective numbers of tourists can be fulfilled in an efficient manner
with the usage of technologies (Char-lee, Becken & Watt 2016).
Instruments required for the plan
The major instruments that are required for the plan are based on the new
technologies and different types of effective software and financial resources. The proper use
of the software is thereby able to affect the methods by which the industry can implement
new technologies in the different processes. The financial resources can also play a major
role in the ways by which the technologies can be used by different tourism organizations in
the industry (De Grosbois 2016).
Ways of using the instruments in an effective manner
The government of Australia can play a key part in implementation of effective
technologies in the organizational processes. The policies that are related to the organizations
are also able to affect the proper implementation of the plan.
Types of resources required for the plan

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The most significant resource that can be used for the implementation of new
technologies are the financial resources of the company, the employees of the company and
the support which is provided by the government as well. The government support is thereby
able to play an significant part in the proper operations of different tourism based
organizations (Fyall 2018).
Pros and cons of the plan or the policy that will be implemented
The major advantage based on successful implementation of the plan is related to the
increase of number of tourists in Australia. On the other hand, the requirement of huge
volumes of resources can be considered to be a major disadvantage of the plans which have
been suggested in the paper (De Grosbois 2016).
Direction provided by the policy
The activities that are able to affect the effective operations of the tourism based
companies are based on the proper implementation of the plans. The growth of the tourism
industry can be maintained in an effective method with the proper help of the plans. The new
technologies can thereby improve the services that are provided to the tourists.
5. Proposed process
Planning process
The process of planning is based on the methods by which the new technologies can
be implemented in an effective manner. The growth process of tourism industry can be
maintained with the help of proper application of the technologies or policies (Char-lee,
Becken & Watt 2016).
Ways by which it will be done

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The different promotional activities can be implemented by the company with the
help of new technologies. The company can also reach the tourists faster with the help of
different apps. The facilities which are provided by the technologies are able to affect the
levels of profitability and revenues of the company.
People who will be consulted
The people who can be consulted in order to implement the plans mainly include, the
employees or human resources, the financial managers and the brand managers of the
company as well (Ellis & Sheridan 2014).
Ways by which the policy can be implemented
The policy can be implemented in the company with the help of active channels that
include, digital platforms and social media. The use of effective technological platforms like
the social media plays a key part in the methods by which the firm is able to provide effective
opportunities to the tourists (Moscardo 2014).
Ways of reviewing the policy
The review related process of the plans or policies is related to the ways by which
feedback can be collected from the tourists based on the effectiveness of the app that is used
by the industry. The feedback will be able to play a key part in the improvement of the plan
after it has been implemented effectively (Brouder et al. 2016).
Ways of determining the lack or the success of the policy
The customer feedback can also play a key part in deciding the success levels of the
plan or policy which has been implemented. The lack or the achievement rates of the plan can

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thereby be detected with the help of reviews and feedback that are offered by the
organizations (Horner & Swarbrooke 2016).

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