MARKETINGSALES FOR TOURISMHOTELS.docx

MARKETINGSALES FOR TOURISMHOTELS.docx

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MARKETINGSALESFORTOURISMHOTELS

MARKETING&SALESFORTOURISM&HOTELS

1.0Introduction

ItistheintentionofthisreporttocreateatourismorhospitalityexperienceforNewSouthWales.Itisexpectedthatthisnewinternationalmarketwouldbedevelopedwitheffectivemarketingcampaign.NewSouthWalesisrecognizedastourismdestinationatthegloballevelandhasdiversitytourismresourcestoattractinternationaltourists（Peggetal,2012）.Hence,itispossibletoperformresourceintegrationinthismarkettoprovideimpressivetourismorhospitalityexperienceforcustomersacrosstheworld（Priskin,2001）.

NewSouthWalesislocatedintheeastcoastofAustralia（Simon&Hildebrand,2008）.Ithasseveralsignificantgeographicaladvantages,suchasthepleasantclimate,convenienttransportation,andexcellentsightseeing.Inaddition,theculturaldiversityinNSWalsoprovidestheopportunitytomeettheneedofculturaltourism（Argent,2008）.Sydney,whichisthestatecapitalofNewSouthWalesandlocatedinAustralia'ssouth-eastcoast,isakeyattractionfortourists.TheSydneyInternationalConvention,ExhibitionandEntertainmentPrecinctarealloutstandingplacesfortouriststogainuniquetourismexperience.

ThisreportfirstlyprovidestheoverviewofthedestinationNEWSOUTHWALES（DMO）.Afterthat,thekeyexperiencecategoriesofthedestinationareanalyzedtounderstandthestrengthsandweaknesses,andidentifythemarketopportunityforthedestination.Thisisfollowedbytheanalysisofthetargetmarketandtheidentificationofstrategicopportunity.Basedonthese,anintegratedcommunicationmixisdiscussedandaspecificitemiscreatedtopromotethedestination.

3.0CustomerAnalysis

3.1MarketSegmentationandTargetMarketSelectionProcess

Thesegmentation,targetmarket,positioning（STP,AppendixH）strategysuggeststhatmarketsegmentation,targeting,andpositioningarethreeimportantstepstocreatemarketingstrategy（Jun,2011）.Marketsegmentationistodividethewholemarketintodifferentcustomergroupsbasedontheirneeds,characters,orpurchasingbehaviour（Reid&Bojanic,2009）.Animportantstepinmarketsegmentationistoidentifythebasesforsegmentation.Ingeneral,marketsegmentationcouldbeconductedaccordingtogeographicbasis,demographicbasis,culturalbasis,andsoon（Guoetal,2013）.Thisreporttakesgeographic,demographic,psychographic,andbehaviouralfactorstosegmentthecurrentcustomersandpotentialcustomersofthedestination.Atpresent,thecurrentcustomerofthedestinationmainlyisfromNewZealand.Duetotheincreaseincompetitivepressureinthelocaltouristindustryandtheimpactoftheglobalfinancialcrisis,theattractivenessofthedestinationforcurrentcustomersisdecreasing.Withinthiscontext,theselectionofnewpotentialtargetcustomersiscrucialforthesustainabledevelopmentofthedestination.ConsumersfromChinaandAmericaarethemaintargetcustomersofthedestination.Targetconsumersarefurtherselectedfromthisgroupaccordingtodemographic,psychographic,andbehaviouralfactors.

3.2Justificationofthenewtargetmarketingchoice

TargetcustomersofthedestinationcouldbedescribedasappendixG.ThesegmentationofthenewtargetmarketisbasedontheresourcesandcapabilitiesofNewSouthWales.Chinahasseenaquickeconomicgrowthduringthepastfewdecades（Qin&Hsieh,2014）.Underthisbackground,people’shouseholdincomesincreasesignificantlyalongwiththeeconomicgrowthandtheimprovementofincomelevel.AccordingtoappendixG,customerswithhighincomeandhigheducationaretargetcustomersofthedestination.Overthedecades,therapidgrowthofeconomyinChinapromotestheimprovementsofChinesepeople’sincomelevel.ThismeansthatChinesepeoplehashigherabilitiestoengageinleisureconsumption.Inthiscondition,thedemandoftourismisalsoincreasingaccordingly（Zhang,1989）.Hence,consumersfromChinaarethepotentialtargetconsumersforNewSouthWalestourismindustry（GOHetal,2009）.Inadditiontothis,Chinesepeoplewhoagedfrom30to49aremainlytargetcustomersofthedestination.Tosomeextent,thisconsumergroupoftenhasstableincomeandhigheducation.Inthiscontent,theypaymoreattentiontoleisureconsumption.Thus,ChinesepeoplewithhigherincomeandeducationareselectedasthepotentialtargetpotentialconsumersforthedestinationastheycanaffordthepriceandinterestinthelocalcultureinNewSouthWales.Basedonthisperspective,itcanbeconcludedthatChinaistargetmakeforthedestination.AccordingtoappendixG,Chinesepeoplelovetoadventure,andareinterestedinresortstayandinlocalculture.Thus,theyoftenwilltraveltodifferentdestinationsaroundtheworldinordertoobtainleisureandstimulatingtourismactivities.Therefore,ChinawillbetheidealtargetmarketforNewSouthWales.Moreimportantly,accordingtobehaviouralvariable,Chinesepeoplearenotsensitiveprice,pursuehighqualityserviceandoftenwillsearchinformationonlineorthroughagent（appendixG）.Underthiscondition,ifChinesepeopleareprovidedidealtourismdestination,theyaremorelikelytoconducttourismconsumption.Therefore,ChinesepeoplearetheidealtargetconsumersforNewSouthWales.

4.0Strategicopportunity

ThissectionidentifiesthestrategicopportunityforNewSouthWalesandoutlinesthenewexperienceideaforthedestination.

4.1StrategicOpportunity

WiersemaandBantel（2000）suggestthatthecapabilityoftoanticipateopportunityandrespondtointernalandexternalchangesisacrucialwaytoensurecompetitiveness.Inthecurrentbusinessenvironmentoftourismindustry,externalenvironmentchangesquicklyandconstantly.Asaconsequence,thecapabilitytoanticipateopportunityandrespondtoexternalchangesisimportantforthedevelopmentofNewSouthWales.Itissuggestedthatchangescouldbeplannedandcreated（Lewin,1947）.Lewin（1947）describetheprocessofplannedchangeasunfreezing,changing,andrefreezing.Inthechangeprocess,theidentificationofstrategicopportunityisanimportantstage.ThestrategicopportunityforNewSouthWalesistheemergenceandfastdevelopmentofculturaltourismandFestival&Eventtourisminrecentyears.Inrecentyears,touristsstarttotaketourismasanopportunitytoacquireknowledgeandparticipateinlargeeventsthatheldinthecitiestheyvisit（Kimetal,2010;Ahmad,2013）.

4.2NewExperienceIdea

TomeettheneedofculturaltourismandFestival&Eventtourism,thenewexperienceideaiscreatedforNewSouthWales:

ØShapetheattractivenessofNewSouthWalesbyholdingeventsatSydneyInternationalConvention,ExhibitionandEntertainmentPrecinct

ØUsetheculturaldiversityandalternativelifestylestoattractinternationaltourists

ØAttracttouristwhopursuefashionbyholdingfashionshowsinshoppingmalls

Asitmentionsabove,peoplewithhighincomeandhigheducationfromChinaarethetargetpotentialconsumersforNewSouthWales.Theyareinterestedinlocalcultureandfocusonexperience.Therefore,thedemandsofthisgroupoftargetpotentialconsumerscouldbemetbyholdinglargeeventsandprovidingculturaltourismexperience.Moreover,Chinesepeoplelovetoadventure,andareinterestedinresortstay.ithasbeenidentifiedthatChinesepeoplewhopursueadventureandareinterestedinresortstaynarethetargetpotentialconsumersforthedestinationfromChina.Finally,Chinesepeoplearenotsensitivepriceandpursuehighqualityservice.Therefore,theywouldconducttourismconsumptionformeetingthedemandofhighqualityservice.Generallyspeaking,ChinaisidealtargetmarketforNewSouthWales

4.3Discussion

Thestrategy,actionplan,andthenewexperienceideaworktogethertodifferentiateNewSouthWalesfromotherdestinationsbymakinggooduseoftheuniqueresourcesandcapabilitiesofthedestination;theyhelptoformthecompetitiveadvantagesofthedestination.Porter（1985）suggeststhatcompetitiveadvantageoccurswhenanewattributeorcombinationofattributesisdevelopedtooutperformcompetitors.ThenewexperienceideahasincludedtheuniqueresourcesandcapabilitiesofNewSouthWales,suchasshoppingmalls,culturalresourcetomeettheneedsoftargetpotentialconsumers.Currently,Chinesepeoplearetargetcustomers,therefore,NewSouthWalesshouldprovidetheuniqueresourcesandculturaltourismexperienceandimproveitsattractioninordertoattractmoretargetcustomersfromChina.

5.0Integratedcommunicationmix

Csikósováetal（2014）definesIntegratedmarketingcommunication（IMC）as‘anapproachtobrandcommunicationswherethedifferentmodesworktogethertocreateaseamlessexperienceforthecustomer’.ThecurrentcommunicationitemforNewSouthWalesfocusesgreatlyontheuseoftraditionalmedia.Thekeystrengthofthecurrentcommunicationitemisthequickinformationcommunicationinvisualformats.However,thereareseveralweaknessesinthecurrentcommunicationitem,suchasthelimitationofnationalboundariesincommunicationandlowaccessabilitytotargetconsumerscomparedwithVictoria.

6.0Newcommunicationitem

Tomakeupfortheweaknessesofthecurrentcommunicationitem,itisrecommendedthatphotosaboutthelife,events,buildings,andsightseeingshouldbepostedonsocialnetworkingsitessuchasYoutubeandFacebooktoapproachtheidentifiedtargetpotentialconsumersofthedestination.TheAIDAprinciplestandsforAttention（A）,Interest（I）,Desire（D）,andAction（A）.Asitmentionsabove,thenewtargetconsumersofNewSouthWalesfocuseitheroncultureandexperienceorfashion.P