The tourism industry in southwest Australia is drastically growing because of the number of tourists visiting the region. South West Australia is a catchy region with various tourism sites to visit which ranges from the beautiful mountains to the diverse cultural backgrounds. In addition, southwest Australia has some fun events calendared that includes the Telstra drug aware pro-Margaret River, which guarantees a spectacular experience for both the local and international tourists.
Tourism is a significant contributor not only to the Southwest Australian economy but also to the whole country at large. Tourism has encouraged diversification continuously among regional economies and has led to the continuous development in the southwest regions, which initially depended on mining and agriculture to develop themselves. The people in the community are helped through the creation of employment and promotion of jobs. The tourism industry in the area ensures that the people employed depend on the jobs and at the same time fulfill the environment conservation goals.
The benefits of the expounding tourism industry are evidenced by the increasing destination points like recreational center, better infrastructure and the reduction of job insecurity in the country. However, even though the industry has led to the different benefits, the tourism industry faces different challenges. For example, the coastal destination in the South West is unable to fulfill a maximal financial output since the destination is only a seasonal recreation point. More challenges will be discussed further in the report.
Stakeholders are also an essential asset to the growth of any tourism industry. The Australian government is a significant stakeholder in tourism. They have many roles ranging from infrastructure growth to policymaking. In addition, the south-west has numerous private stakeholders who have successfully come up with new business ideas like the calendar events, the building of different tourist destinations among others. To maintain the demand for the different tourist destination, the various stakeholders have to create a tourism destination with a broad target audience. Market segmentation is also an important factor considered in the tourism industry as it ensures each tourist point provides the tourists with desired necessities.
The introduction above is just a sneak peek of the details to expect in the report. Experiences of tourists in different destination areas, recommendations like infrastructure development are other topics to be covered in the report. Lastly, the primary industry goal is to make southwest Australia a world-class tourist hub, which with the right marketing strategies can be achieved.
Evidence of system Approach
Management of a tourist destination in southwest Australia is a competitive and an increasingly difficult business which comprises of harmonization of economic, political, social and geographical elements within Australia. Most tourist destinations in Australia mostly use a reductionist approach to observe flow variables like the number of visitors departing and returning or evaluates the expenditure and transit regions. However, the traditional system approach above is disadvantaged in a way that, Southwest Australia is a region with multiple tourist destinations where the tourist development influences numerous elements in a destination. Therefore, a better approach may be needed to cope with the massive and fast tourism growth in the area.
More than eight million local and international tourists’ visitors tours different sites in the southwest per year. In January 2018, about a million international visitors toured various places in Australia. With a large number of tourist per year, the expenditure rate, primarily by the tourists, also increases. Research shows that international visitors spent approximately 41.3 billion in 2017, which was analyzed to be a 6% increase in the general spending per year. Various industries are categorized by the rate of production. In southwest Australia, the magnificent Margaret River, the Bibbulmun track, the Bunbury Dolphin discovery gallery and Albany Entertainment centers were the most toured areas. For the Australian government to account for the most productive industry, the Australian Tourism Satellite (ATS) accounts measures the tourists spending’s by checking the sector with the most significant number of output. The ATS analyzes that accommodation and transportation services are the major contributors of the tourism economy closely followed by retail and food services.
Stakeholders and Roles
A stakeholder is a group, individual or firm with concern in an organization (Miles, 2012, 286). There are many stakeholders interested in the tourism industry who includes the local and national government, tourist employers and officers, private investors and tourists.
Stakeholder
Contribution to destination
Government (national and local)
Ø The local government is actively involved in the marketing of events and festivals to tourists stressing the southwest Australia cultures and diversities. The local government markets events like the Harvey agricultural show, the whale season, the drug aware Margaret River show and other celebrates the rich heritage of the communities in Australia.
Ø The national government ensures that the annual foreign exchange and local money earned in the industry are dispatched to development of infrastructure and the regional areas with the destination points.
Ø The local and national government also helps in policymaking. The policies made ensures that the tourist destinations are preserved to protect the integrity of the sites. One dominant strategy made is environmental protection in areas with tourist sites..
Tourism officers
Ø The officers ensure that the events and festivals are planned and organized on time. To create a spectacular event, the officer often works for hand in hand with designers, artists, and printers.
Ø The officers are also responsible for developing e-tourism platforms. The websites are designed to be catchy and offer consumer with necessary information about any destination they may which to visit.
Ø The tourist officers manage the staff, organize festival, tours and events that require a planned budget. They also facilitate their teams training sessions in order to provide the best services for their consumers
Target Markets and Segmentation
Market segmentation is the course of separating the market for possible consumers into diverse groups and sections with a consideration of various features (Wedel and Kamakura, 2012). The consumers in the separate parts always have similar characteristics. For example, the consumers who visit the galas in the southwest have a common aspect of the love of art.
Market segmentation is an essential aspect of the tourism industry. The tourism industry is increasingly becoming competitive in Australia every day. The need for market segmentation is critical for proper marketing strategies. Market segmentation ensures that consumers acquire better products and services. In the Australian tourism industry, market segmentation has its products and services divided into some sections –accommodation, food services, retail services, transportation, and wines. The segmentation ensures that tourist destinations to select a preferable target market and create the precise market mix in consideration to different groups of consumers fulfilling specific consumer desires and bringing rise to lasting relationships.
The target market for the southwest Australia tourism is the local and domestic tourists. Demographic segmentation is used to identify the target market. Demographic segmentation focuses on the age, sex, culture, nationality, education, occupation, religion, income, and family. The younger aged tourists are a frequent participant of mountain biking while the male gender visited the wine destination points more. The older tourists and tourists with a desire to farm enjoyed farm tourism. Geographic segmentation is based on regions and climates. The coastal destinations and camping attract tourists only on the summers. Farming tourists are also lured different sets of tourists. For example, tourists interested in apples and orchids visits farms near Bunbury while those interested in animals visit the Kimberly cattle country.
ARRAY OF TLE EXPERIENCES
Experiences
Location in the destination
Types of experiences
Refreshing
Mountain biking
The natural feeling of the fresh aroma and scents of flowers and trees when biking in the mountains is amazing. Mountain biking is an intense, fun and pleasing outdoor activity for tourists. The physical challenging activity is a leisure activity that helps various tourists to experience peak practice in the southwest Australia.
Fascinating
The Bunbury Dolphin discovery gallery
The cultural and heritage discovery in the Bunbury Dolphin discovery gallery is overwhelming. The Gallery displays artistic works that describe the rich history of the dolphin and whale cruise teams. The tourists in the place get to dive and swim with friendly whales and tourists.
A tourist does not choose to visit a place only because of the general outlook of the destination but also of the reports of positive experiences other tourist comments on the area. Several countries have beautiful sites to see, but Southwest Australia is different. It is a cocktail of fascinating destinations, vibrant cultures and diverse foods and wines. Imagine yourself spending the night camping in a national park among the sound of unique animals and waking up to spend the day mountain biking having fun with other tourists? It sure is fascinating. The Australian tourism industry primary objective is to ensure that both domestic and international tourists have a natural, urban and cultural experience in the destinations the visit. Every tourist destination aims to accomplish consumers need and wants to ensure that the services offered thrill the tourists. This provides that the visitors are lured to visit the tourist destination again and even invite more friends to enjoy the beautiful places. The tourists visiting southwest Australia also need to be inspired to travel other parts of the country and attend different events. Therefore, the tourist industry will be sustained and help support the growing economic profits
Potential and Challenges Confronting the Destination Region
The southwest has an extensive coastal region with many coastal destination areas to visit. The coast has sites like the Leeuwin Coast and Bunbury Geographe Coast. The beaches’ relaxing bays, white sands and blue lagoons to the well-curved limestone cliffs are a significant reason for an influx of tourists. Besides the bays, the beaches are a favorable place to spend the day as they receive sunlight almost throughout the year. The beaches are said to be a piece of heaven where one will only need a pair of sandals and some ice cream to enjoy the vacation. Some beach like the Greens pool is a right place for photo shoots and swimming making them desirable places for picnics or events like weddings.
Mountain biking is also a potential destination for families, bikers and the youth to spend their vacation. The physically challenging vacations are great for keeping fit. Mountain biking ensures that the tourist experiences bubbles of fresh air originating from the mountaintop and the forests surrounding them. The idea of biking in well-made trailing and admiring the nature is a beautiful vacation plan. Mountain biking in the southwest is possible in different areas, which includes Munda Biddi trail, which is currently the longest trail of about 1000 kilometers in the area. The trail passes through forests where bikers can still camp some unexploited rivers. Other paths include the eight-kilometer stretch Ray’s trail. The Wadandi trail also gives the cyclists a good view of farm, vineyards and lovely natural bushes.
Despite the tourism destination being beautiful, they are faced with various challenges, which may be managed if the right course of action is, is taken. The coastal regions are the most populated areas in the country since the residents use estuaries and coats for shipping, boating facilities and the lands are used for agriculture. The high population stresses the coastal ecotourism due to urbanization, high demand for shipping and boating. Overdevelopment of tourist structures has continually brought harm to delicate marines in the coastal regions. The marines like the mangrove forests and sea grass meadows have been removed to create space for open beaches. Berths made for tourists are built on top coral reefs while the large numbers of tourists destroy breeding places for turtles.
Climate changes also upset the coastal region. High tides occasionally cause beach erosion. Beach erosion forces the industries to move sand from one beach to another, which is costly. Sand debris is another challenge in the beaches (Moreno " Becken, 2009,480). They destroy the tranquil look of beaches and may require being removed which is expensive for tourist destinations (Scott et al., 2008, 230). Mountain biking industry also is challenged. In the summer season, Australia usually is very hot making it difficult for cyclists to bike. The mountain bike industry operates mostly in the spring when the weather is more conducive. In some trails, cyclists may have a hard time due to gravel (Goeft " Alder, 2001,200). The pea gravels make the trails slippery especially in summer when it is dry. Bike shops are also few on the trails so if a cyclist is having trouble with the bicycle or needs water to drink he or she may need to walk. There are lots flies that breed during the summer that may disturb the serenity of mountain biking. The seasonal mountain biking business may not maximally produce income for some months it may have little or no tourists.
Recommendations
Recommendation as to how the plan can be enhanced
Justification
Infrastructural development
Quality infrastructure in southwest Australia nurtures positive experience among tourists. Transport Infrastructure development is vital to make tourist destination easily accessible. Excellent and comfortable room services are essential for the duration a tourist wishes to spend in the country. Good communication infrastructure also makes sure that tourists receive adequate communication between their origin countries and even within the destination points. Communication ensures that tourist is well equipped with necessary information regarding the region. In conclusion, good infrastructure is a vital element for destination appeal. The government, both national and local, should continuously be involved in infrastructure growth.
Residence involvement
The involvement of the residents in the tourism business in the southwest could not only improve tourist satisfaction but also help spread the rich cultural diversity of the regions. Residents opinion of the destination points helps contribute word of mouth about the goodness of the destination. Residents can also come up with ideas on the points a destination point may need to Improve to attract more consumers
The main objectives a tourist destination have is to attract more tourists. The goal may is attainable is good infrastructure is set up. Good transportation services like roads ensure that an area is more accessible and hence will encourage tourists to visit the area. Cabs and rent vehicles tend to be cheaper when they are operating on a well-constructed road. Excellent communication is catchy detail tourists expect a destination has. Continuous online services ensure that tourist is in constant contact with their friends and may access any information about their preferred tourist destination. Quality accommodation is a strong motivator for the tourists to spend more time in the destination area. A good accommodation service may even encourage the tourist to plan a re-visit to the same place.
Resident’s involvement in the tourist business also gives the tourists a positive perception regarding the place. Residents may be involved when offering food and retail services. Residents tend to provide their honest opinion regarding the destination places of the tourist promoting tourist's gratification. They also show their rich heritage through their food encouraging the tourists to visit other regions to experience a holistic Australian feeling.
Conclusion
From the report, southwest Australia’s desirable destinations are impacted by a variety of factors reliant on the destination. The vast list of destination points to visit and calendared events to participate in is fascinating. The beautiful destination is not only possible because of the funding’s made by the tourist through revenue but by the determination of the Australian government and tourist industry to make it the best option for tourism.
The different tourist's destinations manage to fascinate their target groups by offering either a natural, urban or cultural feeling. For example, mountain biking is a natural experience for the tourists since it ensures that the tourists engage in physical activities in the beautiful Australian forests to farmlands and vineyards. The Bunbury Dolphin gallery, on the other hand, offers the tourist with a blend of culture and natural experiences. The different sets of tourists are given the good experiences because the Australian Tourism industry has segmented its business making it possible for a tourist to seek out the specific services they require. This product differentiation enables the southwest local government to identify the most productive sector and the least productive area. The product differentiation strategy encourages the industry to improve on various sectors like the infrastructure to attract more tourists.
In conclusion, the report discussed various challenges that weigh down the industry. Climate is an uncontrollable factor however, the industry has its ways of dealing with the problems it causes. The beach erosion due to high sea level is a nagging issue is managed by filling the beaches with sand from another beach. Southwest Australia is the best vacation plan for any person for any person to visits because it offers destination points and activities suitable for any age set, sex, families. The destination may give inspiration to artistic works due to its amusing legacy. Tourists on business trips may also set up meeting in the areas as it has numerous points for conferences. In summary, Southwest Australia should be everyone’s dream destination.
List of references
Goeft, U. and Alder, J., 2001. Sustainable mountain biking: a case study from the southwest of Western Australia. Journal of sustainable tourism, 9(3), pp.193-211.
Miles, S., 2012. Stakeholder: essentially contested or just confused?. Journal of Business Ethics, 108(3), pp.285-298.
Moreno, A. and Becken, S., 2009. A climate change vulnerability assessment methodology for
coastal tourism. Journal of Sustainable Tourism, 17(4), pp.473-488.
Scott, D., Amelung, B., Becken, S., Ceron, J.P., Dubois, G., Gössling, S., Peeters, P. and Simpson, M., 2008. Climate change and tourism: Responding to global challenges. World Tourism Organization, Madrid, 230.
Wedel, M. and Kamakura, W.A., 2012. Market segmentation: Conceptual and methodological foundations (Vol. 8). Springer Science " Business Media.
