Marketing Assignment Help Online: Description on SWOT and great barrier reef – Its promotion and attractiveness
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Write a short description on SWOT and promotional schemes and Attractive beaches?
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Current Scenario:
According to the Australian Bureau of Statistics (2007), Queensland is often known by its other name as the ‘Sunshine State of Australia’. The state has abundance of sunlight and stay sunny throughout the year. Such weather encourages various outdoor activities including beach sports, scuba diving and exploration of National Parks. It is here that Queensland with the world’s largest coral reef, The Great Barrier Reef comes into picture. As per National Geographic the coral reef is plain majestic and has a span of over 2,500 kilometers and has some of the world’s most unusual plants and animals. The reef is also near rainforests that are millions of years old and have remained largely unexplored over the years. Among the many activities that one can do at the great barrier reef a few among them include hot-air balloon rides, river rafting on a foaming river, skydiving, trail bike safari.
Queensland has always been the state of growth for the Australian government. The business is the state has been promoted and has flourished over the past few years. As per the Australian Bureau of Statistics (2010) the state is a hub for tourism with nearly AUD$4billion worth of business being done in 2010 from the tourists. This states that the place has an allure for tourists and that there is a lot of scope for business improvement in the coming years and making the Great Barrier Reef a popular tourist destination
As per the Australian Government (2012) the current business scenario at Queensland has been affected by the global meltdown that has plagued the world over the past few years, the inflow of tourists for the tourism industry has slowed down but however there are a few bright points which include the increase in the inflow of the tourists in the past few months and with the Australian summer round the corner the scene could not be better for the sunshine state.
SWOT of Great Barrier Reef:
According to the Australian Government (2012) the Great Barrier Reef has been a major tourist destination for the tourists to Australia. However considering the good points of the reef there has to be a few negatives that have to be considered for taking the Great Barrier Reef as the ultimate tourist destination.
Strengths:
– The world’s largest coral reef, a major tourist booster for the nature loving crowd and the scientists that in itself increases the scope of tourism development
– There is a lot of hope for the Great Barrier Reef to have an increased inflow of tourists through the various adventure sports option the reef provides
Weaknesses:
– One of the major weaknesses of the Reef as a tourist destination is that as a family destination it has still not been promoted in the right manner, the scope for promotion as a family destination is extremely high.
– Another weakness in the destination can be the lack of other entertainment option for the tourist. As majority of the activities are daytime ones there is still something left to be desired by the night goers and this can be a weakness for the organization
Opportunities:
– The most important part of a tourist destination is the ability to attract crowds in large. The Great Barrier Reef has the ability and it is now being promoted by the Australian government as a viable option for a family vacation and this can help improve the flow of tourists
Threats:
– One of the most major threats that the Reef faces is from the environment changes that are happening all across the globe and this can ruin the very fact for which there is a lot of tourist inflow in the area.
– Another threat that is there when it comes to the SWOT analysis of the Great Barrier Reef is the availability of much cheaper options for the adventure and nature lover tourist in the form of places like Maldives, Fiji islands, Philippines and Mauritius. All of these destinations can be termed as major competitors for the Great Barrier Reef
Places to be promoted:
The Great Barrier Reef is spread across the north eastern coastline of Australia. According to the Australian Government this allows for the scope of greatly promoting a lot of different places across the coast line. However there a few places that need to be promoted more to attract more inflow of tourists and they are mentioned below with reference to their importance (Great Barrier Marine Park Authority, 2012)
Aircraft & helicopter tours
A major attraction for the tourists coming to the Great Reef are the helicopter and the airplane tours that are available, nothing beats seeing this amazing environment from the sky. There are a large variety of options available to the tourists in the form of small pontoons stationed at reefs, larger vessels and some planes that land right down on the water.
Bareboat Charters
Another major tourist attraction for the people can be the charters that can be used by them to hire boats and roam about the reef on their own. Such charters are available from the ton of Whitsundays. The boats offered on these charters are not more than six meters long and can be motorized or have sails. The boats are not chartered with a crew and thus can be promoted as a real sea faring experience for both the individual and the family
Beach hires
Sometimes there are a lot of people who shy away from beaches due to the crowds. However such people can be attracted to the Great Barrier Reef through the beach hire options that have been made available by the Australian Tourism Board (2012). Such options allow increasing the marketability of such places and making them more tourists friendly.
Day tours
The majority of footfall near the Great Barrier Reef happens on day tours, people come to see the Reef at day time and leave by the time its night. Such tour although restrict the growth potential of the Reef but they too can be promoted to increase the inflow and then make the Reef as a destination for longer stays.
Motorized water sports & Adventure sports
Such sports allow for the attraction of the adventure sports lover along with the nature lover. These sports add a little spice to the ongoing proceedings at the Reef.
Others:
Although there were only a few attractions on which there can be continuous focus but there are a lot of more attractions that can attract the inflow of tourists and they include, overnight & extended tours, passenger ferries, super yacht services and lastly but not the least whale watching & swimming with whales
Promotional Scheme:
According to the Australia Travel Guide(2012) currently the promotions of the Great Barrier Reef have been done from the usage of various schemes based on the other natural charm of the place and the options that are available with the people visiting regarding the exploration of the place. Such a promotion strategy has been utilized via the internet, the travel books and various hoardings in Australia and across the globe.
Competing Destinations & their promotional scheme:
Maldives
As per Maldives Tourist Attractions (2012), the island nation is located to the southwest of Silence in the Indian Ocean and is the smallest Asian country both in population and land area, though Maldives is the smallest Asian country, but according to the Maldives Government it has lots of tourist’s attractions which could provide a true taste of cultural experience. Some of the tourist’s attractions are here under which have been promoted include
The Grand Friday Mosque:
Built in 17th century by Sultan Ibrahim Islander is the biggest mosque of Maldives. It has a dominant golden tomb and the artwork is one of its unique kinds with amazing coral engravings and also the tombs have engravings of the national heroes and royal members.
The National museum:
An old palace building is converted to a museum and it is one of the main tourist’s attractions of Maldives. It is located in Sultan Park which in itself is a part of Sultan’s palace. The museum has a precious collection of the objects of past thus showing the rich cultural heritage of Maldives.
The Esjehi Art Gallery:
It is one of the oldest buildings of Maldives but is the treasure house of the artistic talent of the people of Maldives. A visit to this building is sure going to make your trip an enthralling experience.
Attractive Beaches:
Maldives is incomplete without the mention of its beautiful beaches full of coconuts and tropical fruits. The atmosphere at these beaches is so peaceful that one can actually enjoy the beauty of nature. One can also indulge in adventurous sports like water sports, wind surfing, diving, snorkeling and many more. The most beautiful beach of Maldives is Nalaguraidhoo in the South Ari Atoll and is worth making memories by capturing in your camera.
Fiji:
As per the Fiji Tourism (2011) it is an island nation located in the South Pacific Ocean consisting of 322 islands and numerous islets. The closest neighbors of Fiji include north eastern New Zealand and New Caledonia in France. The famous tourist’s attractions of Fiji according to the Fiji Government are mentioned here under:
Navala Village:
The major attritions of this place are the houses which are constructed in the traditional manner of the islands. These are referred to as the BURES which are made by the bamboo and thatch. Also an interesting fact regarding the Bures is that the toilets and bathrooms are separate and made outside every hut
Nava River:
If you are a nature river then this river trip becomes a must visit for you. One travels through the rainforests, experiences the wild life, the village life and the natural beauty of the rainforest cannot be expressed in words. This river is located towards the eastern side of the island and is famous for the water sports or the water rafting sports to be particular about.
Bouma National Park:
Bouma National Park is one of the major attractions of Fiji islands. The most fascinating thing about this national park is the beauty of the tropical rainforest that it covers. This national park covers a wide area of 15000 hectares of land and is also surrounding by the beautiful mountain range.
Suva City “botanical gardens”
This botanical garden is famous for the colorful flowers which the variety of plants bears on them. There is Fiji Museum in the center of the entire area of the botanical gardens which surely makes it an eye candy. The museum showcases the traditional items and the uniqueness of the culture of Fiji people.
Mauritius
It is an island nation which of volcanic origin is located in the south east coast of African continent in the South West Indian ocean.
As per Mauritius Tourism (2012), some of the famous tourist’s attractions according to the Mauritian Government which have been used for promotion are:
Pamplemonsses Garden and SSR botanical garden:
These gardens are also referred to as the Mauritius botanical garden which is located near Port Louis and is one of the major tourist’s attractions. The major fact about this garden is that it is the oldest of all gardens in Southern hemisphere and is famous for its giant water lilies and an unmatched collection of 85 varieties of Palm from various regions.
Chamarel Park:
“The seven colored earth” this is what the Chamarel Park is famous for. It is one of the major tourist’s attractions and is a geological curiosity in itself. Chamarel is one of its unique kinds as it is the only place in the world where one can find clay of 7 colors at one place and this defines the uniqueness of the landscape of Chamarel. Another of the attraction of this park is the beautiful waterfall in the park.
Port Louis:
It is capital city and main port of Mauritius which is surrounded by the mountain range called the Port Louis Mocha Range. It is also famous for many historical and colonial buildings. Some of the other tourist’s attractions in the city include Cauldron waterfront, Port Louis bazaar, Mauritian Chinatown etc.
Grand Basin
Also called the Gang Talco is the lake situated in the heart of Mauritius. It is a holy lake of Hindu faith and forms one the major attractions of the nation.
Monitoring:
The strategy has to be monitored by taking into account the number of footfalls that have occurred before and after the strategy has been put into place. Secondly it has to be kept in mind to understand the profit to the place from the strategy, it should not allow the place to become loss making and lastly the last parameter to be judged includes the overall satisfaction of both the place authorities and the tourists to the place.
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