Marketing essay– Tourism essay

 Introduction

This paper will provide an in depth descriptive information on the basis of numerous reliable secondary sources like journals, articles, research papers and many other key sources about the concept of tourism and its development that helps to develop a business known as hotel business in snowy mountains in Australia that will be located in New South Wales. This report will provide all the key theoretical and practical approach that will help to establish and operate the hotel business in snowy mountains in Australia that will be located in New South Wales successfully. To demonstrate and cover all the key required information about the topic that” the establishment of the new business in the hotel industry in snowy mountains in Australia that will be located in New South Wales to enhance the concept of tourism, the whole paper divides in different sections. Each section will cover and provide in depth idea about the key topic that will be discussed in the introduction of the paper section.

The paper will begin with small introduction that will provide the information about the topics of the concept of tourism and its popularity that will provide an overview of the area of discussion in the paper. In the further sections it will contain all the key information about the topics and it will provide high visibility about the required topic and the concept of tourism and establishment of the hotel business. At the end the paper will conclude with the help of summarization of the whole discussion that will be discussed in the below section. To start the new business, one needs to focus on the better plan and the important priorities to deal with the business effectively. This helps to create the important achievement and objectives. It helps to deal with the important plan so as it enables to start the business in a better approach.

The hotel will be established in the snowy mountains in Australia that will be located in New South Wales thus it will provide an ultimate experience to the customers with respect to effective business.  As discussed in the above the report consist all the required key information that provide in depth descriptive report on numerous approach, plan and proper systematic structure analysis of the market, customer and business environment in snowy mountains in Australia that will be located in New South Wales to develop or introduce the new business in the area of tourism. Hotels and restaurants are the key business that effects the whole tourism activities, this paper will focus and provide explanation, experiences, key information that will help to develop the Hotel business in the snowy mountains in Australia that will be located in New South Wales. To describe the all the required information that will help in the hotel business development the below sections consist following information: a) the first section will cover and provide all the key information that will focus on the destination to set up the hotel business. This section will present all the required key information in terms of environmental analysis that provide the information in terms of effectiveness and favorable factors that indicate the area of success in perspective of set up hotel business in snowy mountains in Australia that will be located in New South Wales that impact the concept if tourism. This section provides range of factors and parameters in terms of all influencing factors that affect the tourism concept like gaming, enjoyment factors that helps to understand the rationale behind the selection of the destination and how it influence the tourism. In this section also focuses on the environmental analysis that present information about the seasons that are favorable and tourist enjoy like autumn, spring and snow melting summer and types of tourist or customers that visit the palace to understand the requirement and design the internal environment of the hotel business that effect the overall strategies and success of any business because to create, retain and maintain the customers are the primary objective and provide effective and efficient products and services are the prime activity of the any business industry. b) In the further section the report will contain and provide the descriptive information on the basis of research paper and other reliable secondary sources like journals, articles, magazine about the business trend to analyze the demand and required capacity to serve the products and services in effective and efficient manner in the peak and down season. This section will cover all the key information that will importantly focus on the level of activities needs to take in the area of inventory and resources management to maintain the demand and supply in effective and efficient manner. c) In the last section the report will consist information and provide theoretical concept that present all the key factors and parameters in the area of market environmental analysis that helps to understand the concept of core competitive strategies that required for sustainability and also help in the area of sustainable growth. this section also provide visibility about the market trend or external factors like shopping, sight scenes and many other key characteristics that helps and provide the sustainability. The aim of this section is to understand the concept of survives or manages the business in the peak and down season.

In perspective of socio-economics the tourism is a concept where people move for peace across culture boundaries in the world. In normal term the tourism concept used by the people to understand the other environment, culture and create mental relaxation, peace. This is the important activity that is used to visit the places for pleasure and peace. As per Wahab the tourism concept consist three elements, these are as following:

–          Human resources : The key element that creator of the act of tourism)

–          Place and space : The physical element that needs to covers by the people

–          Time factors: The consumed duration that takes to complete the act of tourism.

In the current scenario the definition of tourism becomes broader and it is great source of income. Many businesses operate and based on the concept of tourism. With time and complex life schedules affect the tourism concept in broader manner. Today tourism is passion, interest trend and needs of the individual’s life.

Tourism is the most important business in the development industry. It is includes the areas and its importance in the form of economy, accommodation, transportation, recreation and other important forms of destination. Accommodation is the basic service that provides with the tourist destination for staying overnights and for availing the services. This also helps to provide the largest aspect of total employment globally. Seasonality is the important factor in both the terms that is negative so as positive terms. It affects the specific resort and also it deals with the different types of hotels. Seasonality also has positive aspects in terms of advantages such as the resources with respect to tourism in the peak season, the long term period that is better to use in a continuous manner and also it is a major challenge for managing the seasonality. Seasonality discusses about the factors, effects, management of strategies, and seasonality in tourism. This concept is really an important factor for the tourism industry. It refers to lot of fluctuations and also it creates the seasonal tendency for the regular patterns.

Destination and market background

The snowy mountains is an attractive location that offers the great range of customer services with respect to accommodation, diversification and other important details of services with high quality approaches. For tourism, this is the most attractive place to visit and this is really very important to deal with the people and lots of customers with respect to effective networks and other services.

According to the research and the responses of the target group, the snowy mountains deal with effective climatic destination. This destination provides the important enthusiastic adventurous activities such as cross-country skiing, climbing, down-hill runs and other games and activities.

The best season according to the customer’s with respect to their experiences and past beliefs of knowledge so as information, the season of winter such as with respect to June to September, this creates the important approach of better flow of information and other details. Thus it also helps to deal with perfect air and crusty air. The customers especially focus and prefer to visit this place on different seasons such as snow-melting summers and spring as well as autumn seasons. The customers mainly are the nature lovers and meets with the special games so as activities such as mountain biking, fishing, motor biking, white water rafting, horse riding and many others. This way, they experiences the most important areas on weather so as they focuses on the best time to visit the snowy mountains and also to visit the nearby surroundings at the best time.

Snow fall covers the analysis and aim of identifying the important trends in this season such as:-

The sightseeing options, the shopping areas and other important areas of options will help to deal with the trends and activities of the business. New South Wales is the destination where there are huge options for hotels and this location is near to sightseeing and other important activities so this location is most preferable by the numerous customers. This highly reflects the structure of the industry and it deals with proper and appropriate resources.

According to the Australian Bureau of Statistics, the cultural diversity deals with the young people and it also deals with better crowd. There are high proportions of young people in the area of the country. It also deals with high level of participation and support better working life. Thus it deals with high measures of unemployment levels and it deals with greatest level of residential movement thus it creates the high level of proportion and it meets with the young labor force in this area.

Theory of capacity and demand

The data and information provides the view and idea of hotels with respect to the availability of the rooms and other important categories of establishment. There are high levels of service department and also there are more than 15 units. The help of data provided the information on supply and demand with respect to the tourist accommodation facilities. The use of data provided the brief information on the grades of the hotel and the category of services provided to the clients. The data according to the Australian Statistical standards, the data of geographic framework collection can be collected carefully. (Abs.gov.au, 2012)

This hotel will contribute highly to the economy of the country and also it will deal with the important role of providing entertainment to the millions of people. The size of the hotel will be based on the average levels of employment. Thus it also is based on the overall employment figure. This will play the important role of key activities as well as events to have the proper rights with respect to meetings and other important sources. The hotel will deal with the important areas of electronic gaming machines so as it will also meet the entertainment related facilities such as the television, the conference meetings and other venues associated with entertainment. This will include proper electronic machines for better facilities of entertainment such as discussed in the above parameters.

The growth of income is also very high in this industry. Thus it leads to better productivity measures and also creates the option for high amount of productivity. (Boedker, 2011)

Thus in case of the chosen location, the snowy mountains is the better time where the people find it easy to access with respect to road, air and coach. Most of the respondents prefer to travel at this time because this is flexible and rewarding with respect to exploring the mountains. This creates the importance of daily services and also helps in the availability of the accommodation. Mountain weather is not at all predictable and it could fall with respect to the temperature and other sources. There will be lot of facilities such as the bowling, spa, outdoor pool and volleyball. The stuff and rooms will be very clean with respect to nice stay and also with the help of better services. It also includes better life style and better capabilities of gaming and other facilities.

The major important thing that is required to understand in this discussion is about the staff capabilities and also about business in the peak season as well as off peak season. It will successfully help to meet the goals and success of the business. The hotel industry for tourism has always operated for the highly regulated environment and it also deals with better structure so as better rules and policies. This hotel will employ not more than 20 people and it will remain relatively small in the initial years. Thus it will also focus on the reflection of high amount of capacity with respect to larger number of employees.

The hotel focuses on changing the social trends and other consumer related preferences. They are dealing with the important part of hotel’s commercial strategy with respect to the different options of entertainment. Thus it provides the different ranges of activities and also it deals with the high levels of competition. The off season provides the chances of social and ecological recovery. This also creates the approach of important things such as the visitors love to play the important role in the off season. Thus they also deal with holidays. This influences the shape of the seasonality that discuss about skiing and resorts with respect to different packages in the different seasons.

Thus there will be high level of prices in the main season and there will be discount prices in the low season. Thus during the peak season, there is also the change in the economic structure of the business. The trends are the most important component that creates the increase or decrease in the time factors. This represents the highest factors according to the time limits. (Maharjan, 2012)

So, according to the Gronroos, the service quality model will be based on the consumer’s expectations. It will deal with the important areas of needs and satisfaction of the customers such as:-

The word of mouth will be spread and generated with respect to the awareness. There will be proper understanding of technical and functional quality. The new hotel will help to deal with the better experiences so as it will meet the suggestions of delighting the customers. This adds high amount of expectations and also deals with the better quality and experience. There will major concentration on the functional quality of the service to meet the expectations of the customer and to reach the important focus of services. (Kang, 2012)

Hotel design and management

Servicescape: Servicescape is an important part of service related transactions. It creates the evaluation of designing the appropriate Servicescape.

The hotel will offer self-Servicescape because this will help the customer to perform different types of activities such as the use of ATM’s, cinema halls, gymnasium, self-service restaurants facilities etc.

This will please and attract the customers for long term. It will also help to satisfy the activities and to meet with the proper interaction. There will be the greater package to offer the stronger image to the customers thus it will also help to create the impression and to meet with the customer expectations.

Service product: In case of service related products, there will be continuous innovation from the hotel with the help of better guest satisfaction.

There will be important facilities such as cross-country skiing, climbing, down-hill runs and other games and activities. There will be lot of facilities such as the bowling, spa, outdoor pool and volleyball. The stuff and rooms will be very clean with respect to nice stay and also with the help of better services. It also includes better life style and better capabilities of gaming and other facilities. This will be highly dedicated to the customers for managing them properly, maintaining them and for retaining them for the long term. (starwoodhotels.com, 2011)

Capacity and demand management: This hotel will contribute highly to the economy of the country and also it will deal with the important role of providing entertainment to the millions of people. The size of the hotel will be based on the average levels of employment. Thus there will be high level of prices in the main season and there will be discount prices in the low season. Thus during the peak season, there is also the change in the economic structure of the business. During the peak season, the employees will be work for full time options but during the off season, they will work for part time to meet the capacity and demands of the customers successfully without any loss to the company.

Questionnaire

Destination, season and activities required for tourism

Questionnaire’s for respondents

Section A “Demographic Profile”

1) Name of the customer ………………………………………………………………………

2) Age-          15 – 20         21 – 25        26 – 30       31 – 35        36 – 40         41 – 45

3) Gender-                    Male                                         Female       

4) Marital status-         single             married 

 Section B

1)      Please rate the level of  Importance as per the satisfaction of  service (Destination, season and activities) :-

2)      Please rate the level of  importance as per the current delivery of service :

Conclusion

During the festive seasons, business site, climate, holidays and vacations, it meets with the fluctuations of demand and supply so as it also deals with the effective weather conditions and other school or public holidays. These are the major important seasons of the tourism business.

It is essentially attractive because of its beaches and hot summers in the seasonal demand. Seasonality demands deal with the employment issues because the overload of the destinations and there is low demand in the off season such as the less focus on overcrowding, overbooking, high prices and also it deals with the customer dissatisfaction. Thus at times of peak activity, there is low demand in the off-season. The demand of the tourism can be developed in the form of complex models and also it is different in different activities such as festivals, games and exhibitions.

Seasonality also will affect the attractions of the tourist thus it will create high demand of capacity or it might also exceed its limit. This produces lot of attraction with respect to seasonality. During the peak and off seasons, the supply schedule creates the expansion and also the cost in the peak season. There will be high price in the peak season and there will be low price charges in the off season. The other factor that affects the seasonality is holiday festivals and seasons.

It also affects the supply side of the tourism and also it includes marketing, packaging, distribution and pricing. This is difficult for the organization to hire the full time employees and to deal with them in a better work. Therefore the demand of the job also decreased in the off peak season. This also decreases the rate in the peak season. Thus the potential workers leave the destination at specific job position and this might increase during the peak season.

The accommodation and food related services are affected by the temporal decrease of demand and it also creates the high amount of fixed cost. This way, the flight tickets, festival tickets and this creates the zero value.

Thus the paper discussed with the important features and benefits that will be provided to deal with the customers properly and to retain them for long term.

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