destination marketing plan

finale merchandise plan1. punctuate (270) china has become ace of the worlds most grievous tourist destinations since china adopted its open door policy in 1978. And the self-financed outdoor(a) leisure time proceed has been made possible since the early-1990s. Chinese outbound spark off grows sporting after that and jumped to 31 million by 2005 (Brea find out, Ding Lee 2008). The genuine increase and future predictions of outbound move from mainland chinaw be had impacts on world(prenominal) travel for numerous countries, including Australia. Whilst northeast Queensland (QLD) voice has been cardinal of the fastest maturement tourist destinations for both domestic and international travel commercializes and the industry environs has been recognized as a dynamic business frame sphere to the influences of global circumstances, government and business priorities, changing communities and commercialize trends. In young years, international commercializeing has become an important issue in touristry industry. The touristry White Paper, which was released by Australia Government in 2003, emphasized the enormousness of international commercializeing. To ensure an effective and successful international campaign to delineate international tourists, governments have invested remarkablely in international marketing. Funding for the improve the international marketing has averaged around $92 million per annum for Australian phaeton Commission over the past 5 years, and the Australian Government commits signifi masst redundant funds to touristry through the Department of Industry, touristry and Re seeded players regional development and business assistance programs (Tourism White Paper 2003, p 4). In response to this travelling potential of china and the increasing competition of the touristry industry, this marketing plan developed to improve international marketing st driftgies and effectiveness, add-on unification Queenslands int ernational competitiveness as a tourism destination and devilion Chinese visitation crossways northeastward Queensland. 2. Goal set _ Mission (47)This strategy is developed as a destination marketing plan aiming at attracting Chinese tourists to north-central Queensland. The plan is a market segment strategy that delivers on the vision and actions and provides marketing advice to tourism bodies across South East Asia. 3. marketplaceing analyseed account (1374)3.1 wedlock Queensland Tourism Audit In tourism industry, the comparative strengths or weaknesses for destination ar the products, run and creature comforts functional to the tourism visitant. It is in that locationfore necessary to consider what lean of products and services are currently open to visitors within the North Queensland region so that gaps can be determine and strategies developed to fill these gaps. The tourism audit process has been tryn using a combination of sources including data of Touri sm Research Australia as hygienic as searches of tourism literature. 3.1.1 Accommodation visibleness on that point is a wide range of fitting available in the North Queensland including hotels, motels, backpacker/hostel, luxury, resorts and apartment accommodation, self-catering, caravan parks and camping grounds. Smits (2004) describe that almost 25% of all accommodation establishments in Australia are in Queensland and around 17% of Queenslands stock is held within Tropical North Queensland, with no less(prenominal) than 78% of this is located in either Cairns or air Douglas. There are over 10,000 available guest populate in North Queensland which vary from serviced apartments and short-term hire residential villas, as well as a limited complement of luxury resorts and several spring chickenful luxury resorts currently under development. Serviced apartments and vacation flats and units are continued increase in room supply however, the boost in available hotel rooms was n ot met by step-up in room nights sold, which remained stable in 2007. Consequently, the room occupancy was declined by 3 partage point in the year 2007. While the room occupancy for serviced apartments was falling, those kind of apartments were the plainly make up of accommodation in Tropical North Queensland to have strong growth in room nights sold, with an increase of much than 5 percent. The average headical room rate for the Tropical North Queensland region remains higher up the Queensland average, ranging from $109.25 to $172.04. However, the occupancy range of Tropical North Queensland in 2007 were below the rates of rest in Queensland. 3.1.2 Transport and Tours Like the accommodation, in that location are a subject of varying and different types of transport and tour can be utilised through the North Queensland, which allow coach, coach, varying water-based pickaxes and aviation. Major access to the area for international tourists is aviation services. The inter national seats to cairns downs 21 percent on last year with 9 percent average yearbook decline from 2004 to 2009. In the year 1985, the Cairns Airport has developed as an international airport based on the tourism attractions of Tropical North Queensland, which is the second most visited destination by international holiday visitors to Australia (Prideaux 1999). However, until straightaway no direct international services are available among mainland chinaware and North Queensland. Chinese visitors are presently required to either reassign flights at Hong Kong or transfer upon arrival to Sydney, with several hours of undesirable backtracking. acquire about Tropical North Queensland is easy, with varying mode of transport including lease cars, bus services, taxis, limousines, aircraft, boats and trains. Bus shuttle services are regularly available to pick up and set down travellers at most hotels and accommodation establishments. Besides, private transfer buses are offered in many hotels and motels. The Limousine Fleets is peculiar in North Queensland, with excellent service and sight seeing. Major gondola Rental companies are represented at the airport and many additional rental companies have offices in Cairns and other study towns around North Queensland. 3.1.3 Attractions and Natural Resources Attractions and Natural Resources are an integral part of the tourism product for any destination, including North Queensland. There is a diverse range available for the tourist spread throughout the North Queensland, including the Cassowary Coast, the Tablelands, Cairns and surrounds, user interface Douglas, Mossman, Daintree National Park, mantel Tribulation, and, of course, excursions to the enormous hindrance Reef and World inheritance listed rainforests. These attractions provide a blend of activities such as the opportunity to relax and to do heaps of activities in spectacular natural settings as well, which encourage tourists to increase their continuance of stay or act as a motivation in drawing visitors to the region. The attractions are mainly based around the attributes including World heritage reef and leading reef regards, Tropical splendour and clime, World heritage rainforests, national parks and wildlife, Savannah, Tablelands/highlands, Islands, Luxury resorts and service, Local tropical cuisine, Aboriginal and Torres whirl Island, which will be discussed later in this report. 3.1.4 Summary of Activities Following the audit of the tourism assets in North Queensland, it is identified that the region provides the following activities 3.1.5 visitant Information Centres Visitor Information Centres (VICs) is an important issue in the contemporary tourism industry which plays a significant role in the dispersion of info to visitors travelling within the local area. A key mark of tourism marketing is to encourage visitation by tourists to local operators, including accommodations, tours and attractions and to help longers stays within the region. Fesenmaier (1994) stated that the tourist information center acts as one of the most important communication channels with which to modify travellers deportment and to educate travellers about the benefits of tour the state, and consequently attracts them to increase the number of long time spent in the regions as well as the aim of visitor expenditures. There are a number of significant VICs in major tourism areas throughout North Queensland such as Cairns, Cairns Beaches Palm Cove, Port Douglas Daintree, The Cairns Highlands, The Reef Tropical Islands, The Tropical Gulf Savannah, Mission Beach The Great Green Way, Cooktown Cape York Peninsula, and Australias Tropical Rainforest that have large visitor volume. 3.2 chinaware Outbound Tourism Overview3.2.1 China Outbound Tourism rationalize and Visitors to North QueenslandAccording to the investigate conducted by Graff and Hu (2008), with much than 13 billion people, at least 159 m illion people have an enough income level to afford travel abroad. China registered 28.85 million outbound travellers in 2004, 34 million in 2006 and 41 million in 2007 (CNTA 2007). According to the statistical compend of Tourism Research Australia (2008), China is Australias fourth largest inbound market, with 356,428 visitors from China traveling Australia in 2008. Main purpose of Chinese visitors traveling Australia is holiday, visiting friends or relatives, business and education. In fact, China is forecast to be Australias largest source market by 2017 (DITR 2006), with almost one million expected arrivals by 2015 (TA 2006) and over twain and a half million predicted for 2025 (DITR 2006). The realize pentad destinations for Chinese passengers in 2001 were Asia, Europe, Americas, Oceania and Africa. Among them, in that location were 56,000 Chinese visitors traveled to North Queensland, be for 7% of international visitors to the region (Tropical North Queensland Regional Up date 2007). reinvigorated Zealand, Japan, UK, USA, China and Europe account for 86 percent of international visitors to North Queensland. In contrast to the decline in Japanese visitors to North Queensland, thither was a significant increase in visitors from China traveling North Queensland, up 30 percent trend, from 2006 to 2007. 3.2.2 The New Holiday System from 2008The tutor vacations take place around winter, 4 weeks in February, and in summer, July and August. From may 2008, advanced public holidays were introduced. Following the list of new holiday system from 20083.3 International forward motionTourism Tropical North Queensland (TTNQ) and Tourism Queensland (TQ), in partnership with the local tourism industry, are currently responsible and undertake marketing activities for Tropical North Queensland (TNQ). Tourism Australia (TA) is seen as the key players in international marketing, it is important that TQ, TTNQ and tourism operators contribute to the promotion of the de stination in Chinese tourism market. The international marketing activities are focused on the major agencies in Beijing, Shanghai and Guangzhou and marketing sayings including the development of a unique brand based on nature and wildlife advertising on telecasting and print, online campaigns, television programme and film such as The Australia. The media in China is not fully privatised and is usually controlled by government. All legal television, radios and new agencies are owned by state and controlled by government. The internet economic consumption has been booming in the past decade. The internet content is under a high degree of censorship and restriction from government. The main internet portals in China are sina.com, sohu.com, 163.com, online.sh.cn, tom.com and 21cn.com. 4. SWOT Analysis (534)The following situational (SWOT) analysis is a summary of the perceived Strengths, Weaknesses, Opportunities and Threats of the North Queensland. McDonald (2002) argued that a S WOT analysis is a useful way to organize the major findings since as provides an opportunity to impartially assess the competing business environment. It is important to clearly identify these elements since they formulate the program for the marketing strategies to be achieved based on equipped with the regions capabilities relating to the market.Key Discussions in SWOT North Queensland has diverse landscape and unique World Heritage Areas including the strengths of a sense of security, sightseeing opportunities, beautiful beaches, and opportunities to visit the Reef, escapade opportunities, the option of seclusion, rainforests, and untouched natural environment. Moreover, internationally recognized icon the Great Barrier Reef, world Heritage listed, enjoys a strong reputation in China and excellent word of mouth, which is important factor in Chinese decision-making. International CompetitorsRegarding with Chinese target market, the major competitors of Australia are European Un ion and America, which representing western culture like Australia. The official count of Chinese traveling to Europe from the China National Tourism Administration (CNTA) was 1.8 million in 2005, comparing only 0.25 million for Australia in the same year. USA is always the list of top ten destinations for Chinese, with the advent of a bilateral agreement signed between the US and China in 2007. Chinese visitors traveling to America can be mainly attributed to multi-culture society, diverse civilization as well as its sober monetary value of luxuries. However, the growing Chinese community in Australia, due(p) to the increase of immigrants and international students, provides the opportunity for Visiting Friends and Relatives travel and helps to ensure Chinese visitors feel at ease in Australia. America is considered one of the darling destinations for Chinese, regarded as its diversity culture and excite nightlife as Ever brightly City. Graff and Hu (2008) pointed out in their report that Chinese visitors gain positive experience in Hawaii from such things as access to casinos, to luxury broad(a)s and to its exciting nightlife. Compared with America, Chinese people thought Australia as a destination with less exciting things. However, Australia is regarded as more safety than America and the positive range of mountains continues to grow. National CompetitorsSydney Opera House, the Great Barriers Reef, and the beaches of the Gold Coast are registered as the main attractions of Australia. Consequently, the Gold Coast is regarded as the main national competitors of North Queensland, considering its similarity of destinations with beaches, and both of them are thought as coastal tourism, which providing tourists with beaches, diving and surfing. Gold Coast offers Australia best theme parks, such as moon World, Sea World and Movie World. In contrast, North Queensland has its strengths, offering more combinations of nature and wildlife. OpportunityThe aviat ion development of Cairns international airport increases the access, which government agency more opportunities. ThreatenAmericas weakened currency against the dollar attracts more Chinese tourists, considering its lower price of the inclusive packet as well as the sizable price of products shopping in America. The New holiday systems, which changed two long-haul holidays into short break, encourage Chinese people traveling closely to their headquarters instead of outbound tourism. 5. Planning Assumptions (177)Whilst there are some external factors that beyond control, in this report a number of points have been identified disclosing any assumptions made. These are listed as followingThere are no significant political conflict between China and Australia government. It is the fact that there has been a gradual liberalization of the travel market. However, the Chinese government soundless maintains a high degree of power in term of irresponsible over outbound travel by its cit izens. The economic environment is booming in China, no serious financial crisis in recent years.Australia is seen as a safe destination to travel to by Chinese tourists.There is no significant increase of Chinese dollar exchange rate against Australian dollar.The comfortable climate, stable politics, clean water and unique tropical resources are not changed duo to undesirable reasons such as climate change. The importance of the Chinese outbound travel market and the continued growth forecasts has not changed, with increasing attention focused on the characteristics and travel bearing of outbound Chinese tourists by government and academia. 6. Strategy Formulation (1656)Market Evaluation/Market ResearchSince Australia was the first western country to be granted Approved Destination Status (ADS) in 1999, the visitor number have been continued increase, consequently China entering the Top quintet visitor source markets in 2004. Commonly travellers can be part by the two main pur poses of travel which are official, business and leisure travel and three main markets including Seniors, Families and Young People (Du Dai 2005). 6.1 Leisure travel6.1.1 Seniors The Seniors market accounts for about 15 percentage of the total population of China and growing in number. Since the retirement age of China is 60 for men, 55 for women, which is fairly early, seniors are still healthy and have time to travel, with legal savings levels to finance their travel. This market segmentation is likely to traveling on inclusive packages and during the off-peak seasons due to their limited English and appreciated tour guides. Cooperation with travel agency in China is very important when marketing targeted in this segments.Travel Agency in China According to the survey conducted by Du and Dai (2005), more than 80 percent of Chinese outbound tourists travel Australia on inclusive packages during their long-haul holidays. By 2006, there had been more than 15300 travel agencies in C hina, among which 672 are permitted to handle outbound travel (CNTA 2007). Key issues TNQ has been packaged with a number of different destinations including the Gold Coast, Brisbane, Sydney, Northern Territory and Melbourne. Based on the analysis to a higher place, North Queensland needs to continue to develop its packages and marketing to the Chinese travel agencies, considering the feature of Seniors market that they prefer traveling in group and are usually organized by travel agency. Besides, this age of Chinese is more likely to watching television program. It will be great if a television program or advertisement relating to North Queensland is announced during the period of their TV time, 8 to 10 oclock in the til nowing. Recalling in the year of 2003, there was a television program, Triumph in the Skies, contributes to the cracking reputation of Australia, especially Adelaide because of its nature beauty in the program. (http//en.wikipedia.org/wiki/Triumph_in_the_Skies)F urthermore, the Seniors market always subsidized or suggested by their infantren who want their parents to see the world. Achieving recognitions of their children is also helpful in attracting Seniors to North Queensland. Product The Seniors group is usually interested in sightseeing, shopping (gifts for friends), meals, services, and amenities related to their home country. The product developed should concentrate on these aspects aiming at increasing satisfaction with North Queensland holiday moreover, these factors should be promoted among marketing in Seniors. Pricing The good price of package is vital in Senios market decision-making of destination. Since the major competitors within this group are Europe and North American, the price of the package tour would better lower than Europe and North Americans. Promotion Key Brand/Positioning Message 1) Gateway to one of the heptad wonders and World Heritage-listed rainforest 2) North Queensland offers a range of nature-based and s oft-adventure holiday options, providing life-enhancing tropical moments 3) Good price comparing to Europe and North America. Marketing Methods Campaigns, video recording Programs, Advertisement Promotion through travel agencies in China6.1.2 FamiliesFamilies market is the group with some high income families traveling abroad annually, or even twice a year. Du and Dai (2005) reported that family travel is growing and Southeast Asia such as Japan is a universal destination for family travel because of the good prices, close to home and convenient for shopping. The opportunity of North Queensland to this target market is to lifting the profile for shopping of luxury and business tourism combined to the key brand of North Queensland, considering the features of this target market. The new holiday system mentioned above should be taken into account since traveling with families during the holiday is considered a democratic choice for spending time together and an educational experienc e for child as well.Shopping is one of the highlights of traveling abroad, since the prices of luxury of commodities are usually at least 20 to 30 per cent higher in the mainland compared to Hong Kong or Europe due to the high import tariffs and consumption taxes. Chinese consumers are generally price conscious and pretty likely to test the lowest price when they consuming luxury goods. Graff and Hu (2008) pointed out that Europe is considered one of the favorite destinations for Chinese, regarded as a multi-culture society and diverse civilization, and of course its good price of luxuries contributing to the popularity among groups with high income. Shopping of luxury goods is an important aspect of Families market, especially the females. Since the price and variety of luxury price is hard to postulate with Europe, the cooperation with Hong Kong makes the goal possible. North Queensland can promote the campaign of traveling package including North Queensland and Hong Kong. First ly, most Chinese have to transfer from Hong Kong or Sydney, because there are not direct accesses from mainland China. If they are permitted to shopping for several days during their transfer, the inconvenience of lack of direct access is properly declined and more important, it increases the zing of traveling North Queensland. While the males from Families group usually are successful business men, boosting the number of business events and providing business opportunities and views ill increase the allure factors of North Queensland, regarding to the males of Families group. Key Brand/Positioning Message 1) Gateway to one of the seven wonders and World Heritage-listed rainforest 2) North Queensland offers a range of nature-based and soft-adventure holiday options, providing life-enhancing tropical moments 3) Luxury Shopping and Business events, opportunities and views.6.1.3 Young People The youth market, aged 25 to 35, is also on the rise. This segment may include students who g o overseas during their summer holidays, holiday couples and others who travel overseers during their long-haul holidays. According to the research which conducted by Du and Dai (2005) analyses that this kind of group usually prefers adventure tourism and enjoys foreswear Independent Travel. Queensland offers significant opportunities for adventure tourism development and is Strategy has been developed. Queensland venture Tourism Action Plan 2008-2010 has been proposed aims to provide industry stakeholders, government and Tourism Queensland with a clear direction for the future development and marketing of the adventure tourism segment over the year 2008 to 2010. The product of adventure tourism in North Queensland is variety including Aviation (scenic/joy flights), Ballooning, Bungy Jumping, Scuba nosedive and many more. By the late-1980s, Australia had become the number one honeymoon destinations in Japan and the position still remains until now (Australia-Japan Research Centr e, 1992). And now China is forecast to be Australias largest source market by 2017 (DITR, 2006), the honeymoon tourism will be an great opportunity for North Queensland, considering its good reputation among the youth which recognized it as pure, natural and unpolluted destination. Since the pipeline and social media are considered an important information source for the youth, they should be seen as the major sources when promoting North Queensland. Travel research consistently shows the importance of word-of-mouth (WOM) information sources in the process of destination selection, such as Murphy, Mascardo and Benckendorff (2007). The information from friends, relatives or other travelers will influence and determine consumer behavior. So it is important to increase the visitors satisfaction with North Queensland holiday. On the other hand, the promotion of travelers good experience can lift the perceptions of the North Queensland and aims to attract more visitors. The popular soci al media in Chinese young people include MSN, KaiXin, Tianya and Sohu, where are considered as important channels to marketing North Queensland and dissemination of information.