ACCOUNTING THEORIES AND ROLE OF ASIC ATO AND APRA

QUESTION

Heritage & Cultural Tourism:

Understanding the motivations of international travellers to Brisbane

The Workshops Rail Museum is a multi Australian and Queensland Tourism Award winner for Heritage & Cultural Tourism based at the oldest operational railway workshops in the country, located at Ipswich. The Museum attracts approximately 100,000 visitors a year, largely from domestic visitors with international tourists accounting for approximately 5 per cent of visitation.

The Workshops Rail Museum is looking to increase visitation from international tourists and has identified the following three countries as key markets: United Kingdom (UK), United States of America (USA) and New Zealand (NZ).

The brief:

1. You are the Marketing Coordinator for The Workshops Rail Museum. You have been asked to prepare a business report for your Marketing Manager to assist in a future international marketing strategy. The Museum is trying to understand the international free-independent-traveller (FIT) market travelling to Brisbane in terms of their motivational segment.
2. Your task is to conduct secondary research on the specific motivational segment called ‘Connectors’ of either the UK, USA of NZ traveller and review the current heritage and cultural offering in the Brisbane region in terms of competition for international travellers. Your report is required to address the specific elements of:
   • The ‘Connector’ motivational segment (see example for domestic market on the course website). Translate the domestic ‘Connector’ segment to the chosen international market;
   • Include key statistics and data for your chosen country from a wide range of relevant and recent sources. Two examples to assist with your search are readily available from these industry sites: Tourism Queensland: www.tq.com.au and Tourism Australia: www.tourism.australia.com;
   • Current competitive heritage and cultural offerings in the surrounding region of Southeast Queensland.
3. The outcome of your report should provide a profile of international FIT travellers of your chosen country market, including segment breakdowns, and an analysis of competitors.

Due Date: 11.00 am, Wednesday, 4 April, 2012 (University guidelines apply to late submissions)

Format: Full Business Report – see course website for requirements with Marking Sheet attached

Submission requirements: completed safeassign, with printed copy to be submitted via the library on your campus.

SOLUTION

Marketing Report for UK

Abstract

The workshops Rail Museum is one of the oldest Rail museum of Australia and attract more than a 100000 visitors in a year. Seeing this growing trend the organizers of the museum are looking forward for more visitors and thus are looking forward for marketing plan for UK.  Our marketing plan should mainly be in such a way that it gets into the International tourists who are coming to Australia each and every year should visit our Museum.

It would be  a challenging job but we have to understand the complexities of the case and take it with full might so that we are able to market the product in the best possible way. United Kingdom is a country which was the first to introduce trains in the whole world. Thus the people of the country would be very excited and fascinated to hear about it. We only have to communicate it to them so that they alone come to Australia for the visit . This would mainly be  a kind of tourist as well as marketing activity which would boost the tourism of the country as well as serve the purpose of the museum.

Executive Summary

We are here to market our Museum which is one of the oldest museums of the world. Our team mainly comprises of engineers and marketing people who have good amount of experience I marketing and can give their bets efforts for the purpose. Marketing is not an easy job and a lot of brains are required for this job. Our team would mainly ensure that there is best marketing that is being done so that there is more growth and we have the best amount of possible tourist which come to our country for seeing the museum.

Our teams mainly goal is to communicate the advantages of the museum to all the people so that they get to know more about our museum. This would mainly ensure that there is curiosity in them and later on they can come forward ask their queries ours. This purpose mainly involve online and offline marketing. We would be providing them contact numbers which would help them to trace us at any point of time and this would help in bringing their valuable enquiries upon us.

UK as a major Marketing Destination

United Kingdom is one of the best known countries for tourism. Both inbound and outbound tourism is very famous in the country. People mostly travel to outside countries to get to know their way of living and also to get to have a feel of their culture and traditions. Australia would be a very good destination for the people as it would mainly help in bringing up a good sport for them. They can enjoy the beautiful Canberra beaches along with they can also the different traditional destinations that Australia is offering to them.

Australia would also be value for money for them. Since it is not that expensive people can easily roam around  here and their and they can enjoy the beauty of the place in the best possible way and manner. The flora and fauna of the place is very much attractive to all and this would mainly help them to cherish Australia in the best possible way. Our museum would mainly help them to revisit the older times and cherish the memories of that times. They can understand the culture and how our old steam engines were functioning at that point of time and what technology was being maintained at that time.

It would really be a very good experience for them and this would bring a lot of smiles in their face. This museum would mainly be a very good experience for them and they can even tell a lot of other people in their country to come forward and look for these kinds of things in the near future. Thus the word of mouth experience would be very much possible in the current times and they would certainly enjoy the country and the museum in the best possible way and manner.

Strategies to Attract People from UK

1. Promotion through Web: One of the methods of promotion is through Websites and online marketing. Nowadays everything is being done online. People just have to sit in their homes and study about the travel packs and enjoy and pay. Thus we must ensure that we have  a travel plan and all kinds of benefits of visiting the museum written down in online mode.

We must create our museums website and make it in the most attractive manner. It would thus help people to access our account and take valuable information on our products with ease. We have to make our website in such a way that there is great curiosity for people to come and visit our country and museum. We must also include some other local tourist spot which they can come and visit and thus it would be a very good deal and benefit for all the people.

1. Good Discounts on Travel packages: Another main thing that we should do is to have good tie ups with travel agents. What they would do is that they would recommend our country and museum whenever there is any such enquiry from the prospect people. This kind of thing would mainly be helpful for us to market our product in the best possible way and manner.

1. Going in with Cheap Hotels in and around Museum: Apart from this we also need to have very good tie ups with hotels and rest rooms across the city near museum. This would mainly ensure that people book their tickets online through the website and stay near the museum. They thus need not spend a lot of money on travelling and this would mainly be  a very good tool to market our products in the best possible way and manner.

People would thus be relieved of travelling huge distances to visit our museum and they would feel a lot relaxed when they come to visit our campus. They should feel that there is everything that is being done and their is no kind of problem what so ever with the tourism plan that we have booked upon.

1. Complimentary Benefits in Tourism: We should plan the tourists stay in such a way that they are able to visit our museum along with having some complimentary spots also to visit. No tourist would travel all over from UK just to visit our museum. He should also like to visit some other places of tourist importance in and around our museum.

Thus we have to ensure that we plan the tours of the people by having some complinetar staying arrangements done in the best possible way and manner. This would mainly help them in bringing in more customers and tourist in and around our place and they would mainly feel the worth of coming to our place.

1. Easy Visa Access: We should also provide for their visa arrangements done on urgent and fast basis. No person would like to visit our country if there is tough visa rules and regulations. They would mainly feel the pinch and they would thus prefer some other country which has less visa problems. Thus we must make requisite visa arrangements for them so that they are able to come to our country and stay with us for some time.

Conclusion

Coming to Australia would be a great pleasure for all the tourists and making them come to our museum and stay with us would be  a great privilege for all of us. We have to market our country as well as our museum in the best possible way so that there is maximum benefit that is being provided to the visitors. We have to understand their needs and wants and project our county as well as our museum in the best possible way.

This requires immense courage and patience and we have to broadcast our museum along with the country in such a way that they automatically gets attracted towards our country. It would be a tough job for all of us but we have to make sure that their is good marketing practices that is being followed so that citizens of UK come and stay with us and enjoy our country’s religion and culture. Great emphasis should be given to the strategies that we make and how to implant all these strategies so that they are successful in short run as well as long run.

References.

Sidney J. Baker, The Australian Language, second edition, 1966.

Estensen, Miriam (2002). The Life of Matthew Flinders. Allen & Unwin.

Weekend Australian, 30–31 December 2000.

Van Driesum, Rob (2002). Outback Australia. Lonely Planet. p. 306.

Mark, David (27 August 2009). “Rudd calls for end to ‘history wars'”. Australian Broadcasting Corporation.

Davison, Hirst and Macintyre, pp. 243–44.

George Megalogenis, “The Green and the Grey”, Quarterly Essay, Vol. 40, 2010.

JE54

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