Tourism Planning Environment Report

This report critically analyzes the tourism sectors of Bega Valley and Adelaide Hills, focusing on their strengths and weaknesses. It reviews research papers on both regions, highlighting key issues, policy cycles, and the role of digital media and the hospitality industry in promoting tourism. The report concludes with a self-reflection on the importance of branding and strategic planning in enhancing tourism experiences.

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

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Executive Summary
In this report the research paper of Bega Valley and Shire Economy and research paper of
Adelaide hills, Fleurieu and Kangaroo Island region has been analyzed. The research papers are
critically reviewed and compared and contrasted highlighting the strength and weakness. A self
reflection is drawn which can aid in the writing of the next discussion paper on tourism.

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Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Critical Review of Tourism in the Baga Valley Shire Economy.................................................3
Key issues of Bega Valley Tourism.........................................................................................3
Policy cycle-The elements that are adequately addressed........................................................4
The information which is sufficient for stakeholders...............................................................5
Critical Review of Sustainable Food and Wine Project...............................................................5
Key issues.................................................................................................................................5
Policy cycle-The elements that are adequately addressed........................................................6
The information which is sufficient for stakeholders...............................................................6
Comparison of the two research papers.......................................................................................7
Self- Reflection............................................................................................................................7
Conclusion.......................................................................................................................................8
Reference.........................................................................................................................................9

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Introduction
The tourism sector is a significant contributor to the Australian economy and therefore
study of tourism in two different regions of Australia can help one understand the key
contributors to tourism like promotion through digital media, theme based tourism, brand value,
positive word of mouth and the hospitality industry like the food and wine industry (Ruhanen
Whitford and McLennan 2015).
Discussion
Critical Review of Tourism in the Baga Valley Shire Economy
Key issues of Bega Valley Tourism
1) The Bega Valley Tourism needs to attract more international visitors.
2) The Bega Valley Tourism requires more funding to improve in different areas like
operations and promotion
3) The digital technology is utilized well for promotion.
Policy cycle-The elements that are adequately addressed
Identification of issues and analysis of issues- Tourism plays an important role in the
social and economic prosperity of the inhabitants of Bega Valley. The sustainable sources of
revenue in the tourism sector in Bega Valley must be identified. The economy in tourism in Bega

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Valley is more than the average level of tourism in the other sectors. International visitors should
be attracted more in Bega Valley. The Bega Valley region shows a significant rise of tourists
from the domestic market, the highest contributor of tourism in this sector being Victoria which
is 60 percent. The highest percentage of tourism was in June 2014 for this sector. The top travel
motivators of tourism are ‘coastal experience’, ‘journeys of exploration’ and ‘nature’. For
successful promotion of tourism a brand image should be created in minds of customers with the
aid of components of branding like stories, images and experiences. The Bega Valley Tourism
sector along with partnership of Sapphire Coast Tourism must focus on its strength arenas that
make this tourism sector special. The Sapphire coast offers Australia’s one of the top sixteen
nature tourism experience and is well recognized by Tourism Australia. The increasing
popularity is that the growth of visitors is strong in the March and June Sector which is off-peak
season. This is desirable as the rush in the peak season can be avoided by this trend. The increase
in international visitors is also an increasing trend (sapphirecoast.com.au, 2017).
Identification of policy solutions-The Bega Valley Tourism also makes use of digital
media platform like the internet and hand held electronic devices to promote its tourism sector
(Mistilis and Gretzel 2013). A digital manager takes care of all the digital activities of the
tourism sector. The Bega Valley tourism sector also makes use of social media strategy by
encouraging positive word of mouth and making use of the concept of other people telling the
stories of travel experience in the Sapphire coast and Bega Valley.
Selection of preferred alternative-The visitors can make use of WiFi services while they
travel so that they can stay connected online using their hand held electronic devices. The sector

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has presented the journey program in the form of themes like National parks, Earth History,
Walks and Historic heritage. These four themes will help to attract the attention of travelers by
intriguing their interests in multiple arenas.
Preferred alternative to increase regional tourism-Digital technology is used to
understand behavior patterns of regional tourists.
Implementation- Data mining tools can be used to implement the policy
Evaluation of policy is done by feedback of visitors using digital platforms.
The information which is sufficient for stakeholders
The Bega Valley and Sapphire Tourism needs additional funding for improvement on
multiple arenas. The funds are allocated in the areas with forty nine percent in operations,
eighteen percentage in promotions and thirty three percentage in visitor’s centre. The
information is sufficient for stakeholders as the Bega Valley in partnership with Sapphire
Tourism as source of additional funding from industry contributors has also been analyzed.
Critical Review of Sustainable Food and Wine Project
Key issues
The research paper analyses the value that is added in the tourism industry by growth of
the food and wine and other hospitality industry across Adelaide hills, Fleurieu and Kangaroo

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Island region (rdahc.com.au, 2017). An analysis of the Australian Food Supply chain has been
provided by the department of Agriculture, Fisheries and Forestry and the Australian government
which makes a detailed analysis of the different food sectors industries in the hospitality
industries which makes a significant contribution to tourism and the number of outlets of each
industry in Australia has been depicted(Hall 2013).The main contributor to tourism sector in the
RDA Region is the hospitality industry which is clearly understood from this food map analysis.
The key issues like whether there is sufficient training for customer service and if the outlets are
serving local food and wine which represents culture of the region has been analyzed (Hall and
Gössling 2013).
Policy cycle-The elements that are adequately addressed
Identification of policy solutions
The research paper makes an in-depth review of how the tourism sector leads to the sustainable
growth of food and wine industry in the Adelaide hills, Fleurieu and Kangaroo Island region.
Selection of preferred alternative-
The food and wine sector in this region can be promoted by story-telling which can include both
collective and individual story experiences (Peris-Ortiz et al. 2015).
Branding of Kangaroo Island should be done effectively.
Implementation of policy-The local industries should be connected and branding should be done
with authenticity and personal relationships should be build.The branding will be done in
coordination with food and wine and agriculture department.
Evaluation-Increase in brand value will evaluate the policy

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The policy of sourcing and promotion of the food and wine industry is also analyzed (Croce and
Perri 2017).
The information which is sufficient for stakeholders
The research paper makes an analysis of the International Visitors in the September
quarter of 2013 and the revenue earned from tourism in this quarter. It is found out that China
and the United Kingdom are the top contributors in the tourism sector in this quarter contributing
$126 million and $60 million respectively. An analysis of regional expenditure and number of
visitors has been provided. The tourism listings of Adelaide hills, Fleurieu and Kangaroo Island
region has been provided with an analysis of monthly occupancy rates of hotel motels and
service apartments in this region. Destination action plan for each region is analyzed. The age
group of both domestic and international visitors is depicted. Farmer’s market and employment
and skills of this region is studied in detail. It is depicted how regional branding is done and a
SWOT analysis has been provided.
Comparison of the two research papers
The first research paper of Bega valley analyzes the use of digital platform to promote
tourism. The strength of this research paper is that an analysis of different promotional
campaigns which boosts tourism like theme based tourism and the role positive word of mouth
and story-telling in raising brand awareness has been analyzed. The research paper makes an
analysis of the weakness of the tourism sector in this region like there is an additional

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requirement of sustainable resources and sources of funding should be analyzed. The research
paper also makes an attempt to attract more international visitors in this region.
The second research paper can be contrasted with the first research paper based on the
fact that there is huge revenue that is collected from international visitors in the Adelaide hills,
Fleurieu and Kangaroo Island region. This paper focuses on analyzing the role of hospitality
industry like food and wine industry which contributes significantly to tourism unlike the first
paper (Carlsen and Boksberger 2015).
Self- Reflection
The assessment has improved my awareness in tourism planning as the link of digital
media to promote tourism and the role of hospitality industry in tourism sector could be well
understood. The assessment can help me in writing my discussion paper as critical areas of
tourism sector like developing brand awareness through components of branding like story-
telling, role of digital media and analysis of local hospitality industry and local employment and
training skills in service sector is well understood by me from this assessment.
Conclusion
The critical review and comparison of research paper of tourism sectors of two different
regions of Australia can help one make a well defined planning of the tourism sector. These two
research paper highlights the key strength and weakness of the tourism sector in the two regions
that is - in the Adelaide hills, Fleurieu and Kangaroo Island region and the Bega Valley and the
Sapphire coast region. It can be understood from the assignment that building a brand image is

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important for tourism sector by highlighting on strengths so that a strong perceived value in the
heart of customers can be created to promote tourism.

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Reference
Carlsen, J. and Boksberger, P., 2015. Enhancing consumer value in wine tourism. Journal of
Hospitality & Tourism Research, 39(1), pp.132-144.
Croce, E. and Perri, G., 2017. Food and wine tourism. Cabi.
Hall, C.M., 2013. Wine, food, and tourism marketing. Routledge.
Mistilis, N. and Gretzel, U., 2013. Tourism operators' digital uptake benchmark survey 2013.
Peris-Ortiz, M., Del Río, M.D.L.C. and Rueda-Armengot, C. eds., 2015. Wine and Tourism: A
Strategic Segment for Sustainable Economic Development. Springer.
rdahc.com.au. (2017). TOURISM. [online] Available at:
http://www.rdahc.com.au/fileadmin/user_upload/docs/DiscussionPaper_ValueAdd.pdf
[Accessed 23 Aug. 2017].
Ruhanen, L., Whitford, M. and McLennan, C.L., 2015. Indigenous tourism in Australia: Time
for a reality check. Tourism Management, 48, pp.73-83.
sapphirecoast.com.au. (2017). TOURISM. [online] Available at:
http://www.sapphirecoast.com.au/wp-content/uploads/2013/06/Growing-Tourism-in-the-Bega-
Valley-discussion-paper-25112014.pdf [Accessed 23 Aug. 2017].
Hall, C.M. and Gössling, S. eds., 2013. Sustainable culinary systems: Local foods, innovation,
and tourism & hospitality. Routledge.

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