Tourism Marketing Project

By Author: Henry Ford
Total Articles: 189
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Tourism industry has been growing at unprecedented rate in the world. It remains the fastest growing industry in the world driven by the forces of globalization. The number of people traveling for tourism activities in the world has been on the rise, thanks to improved modes of transport. At the same time, new tourism sites are being invented as the number of people willing to tour different parts of the world. Increased tourism activities have led to emergence of new methods of tourism management where new technology is being applied in advertising and managing tourism activities. Tourism packages provide potential tourists with a product they can purchase. A tourism package comes with pre-arranged activities and supporting services where tourists have to choose the product they want purchase. This makes it convenient for tourist to tour different places without having to move from one place to another booking and paying for different tourism services. They are provided with a full packaged that comes with a host of different tourism activities. Gold Coast is one of the main tourist attractions in Australia. It has different ...
... tourism activities that attract thousands of tourists ever years. Gold Coast has different tourism packages that comprise a number of tourist activities that tourist have to purchase at a go. In this study, we are going to review Gold Coast tour for day tour. The study will look at different packages that are provided for day tour in Goldcoast.

Product category Analysis
Goldcoast is one of the tourist destination areas in Australia. It provides different tourism attractions and it is from these attractions that different packages have provided. One reason why Goldcoast has been a favorite tourist attraction over the years is due to its natural attraction. It has beautiful beaches where tourists enjoy warm sand with a bottle of champagne. Goldcoast has attractive flora and fauna that provides tourists. The surrounding Tamborine Mountains provide a perfect physique for those who want to explore the natural beauty. Due to the complexity of these natural attractions, Goldcoast is able to sustain different tourist activities ranging from mountaineering, fishing, surfing, theme park, national park, hot air ballooning, and many others. Goldcoast remains a leading tourist attraction to these activities.
Goldcaoast has different tourism package. There are packages like cruises and tours which can take days and others like theme park admission which can take about half an hour. The length of the package depends on the targeted and expected experience. Most tourism packages provided in Goldcoast combines different services which last for different period of time. One of the most favorite tourism package provided in Goldcoast is one day package. There are different packages that are provided in Goldcoast day tour. Some of these packages include:
a. Gold Coast wine tour
b. Full Day heavy tackle marline fishing (Viator, 2010)
c. Full Day Mt Tamborine Wine tour experience (Totaltravel.com, 2010)
d. Hop-on Hop-off – all day mountain explore pass (Experience, 2010)
e. Gold Coast Day Trips (Glow Worm Cave and Natural Arch, Corrumbin Wildlife Sanctuary, Brisbane Sights and Cruise with shopping, and Australian Day tours) (‘avelonline, 2010)
f. Gold Coast surfing (Gold Coast eguide, 2010; Vibehotels, 2010))
These are some of the packages that are found in Goldcoast day tour.
The following table analyzes these products
Gold Coast wine tour
Companies Activity Typical Duration Average Cost Activities Target market Location Promotion channel
Adventures Today Full Day Tackle Marlin fishing Charter Gold Coast Full day $2700 per charter vessel with 10 guests per charter Fishing for black Marlin, stripped marlin, wahoo, dorado, yellowtail, kingfish, amberjack Adults Gold coast Internet
eGuide Pty Ltd Full day trip Full day $70 -Glow Worm Cave and Natural Arch -Corrumbin Wildlife Sanctuary -Brisbane Sights and Cruise with shopping
-Australian Day tours All people Goldcoast Internet
Spirit of Bay Cruise Goldcoast cruise Full Day $60 -Whale watching
-Detailed commentary All Gold coast Internet
Adverntures Today Hop-on Hop-off All day mountain Explorer Pass – Tamborine Mountain
Full day $30 Tamborine Mountain All Gold coast – Tamborine mountain Internet
Hotel Pick Goldcost Surfing
Full day Children/students - $95
Adults - $120 Tour of -Gold coast
-Surfing
-Learning how to surf Adults and Children Goldcoast Internet
Gold Coast Tourism Corporation Wine tour Full day -Wine tasting 4/10 wines per day
-Tasting fees
Brief history of Tamborine region All people Tamborine mountains Internet

Product analysis
These products can be analyzed using the following common features:
i. Duration
Tourism packages offered in Goldcoast come with differing durations. There will be packages that will take days to complete while there are others which take only few minutes on average. The duration of the package depends on the number of activities that will be carried out in each package. For the activities mentioned above, they all take about a day to complete. This means that if one decides to purchase these packages, they must be ready to take about a day accomplishing them.
ii. Cost
These products come with varying cost. The cost of the product depends on various factors including logistics, government licensures, cost of sustainability and many others. The activities mentioned above have cost varying fro $30 to $2700. This cost has been set depending on different factors. For example, mountaineering in Tamborine Mountains will cost only $30 per day while Full Day Tackle Marlin fishing Charter Gold Coast costs $2700. For mountaineering, there will be little interference with natural habitat which means cost of maintenance is not more compared to fishing.
iii. Location
Most of these activities are concentrated around Goldcoast. They are all situated within the areas where the supporting natural features exist. For example Hop-on Hop-off all day mountain Explorer Pass package takes place in Tamborine Mountains. Surfing takes place in the Goldcoast near the beach while fishing takes place in deep sea. This means that the tourism package tries to include activities which have supporting features located near each other to reduce the cost of tourism package. In addition locations of activities that support the packages are located where there is enough security.
iv. Promotion channel
Tourism packages are promoted in different ways. Traditionally, promotion of tourism activities was limited by different factors among them lack of a viable means of reaching target consumers. Advertisement of tourism activities depended on mass media and other means of advertisement which did not reach target consumers. However, since the advent of internet technology, there has been a great revolution in tourism promotion activities. The internet has provided an avenue for advertising tourism activities. By the click of a button, potential tourists are able to learn all they want about their tourism rather than perusing tons of pages to get information. All the activities mentioned above are advertised through the internet.
v. Activities
Tourism packages combine different activities. It provides a one time purchase package that puts together different activities. All the packages mentioned above have different activities which take place under one package. For example under wine tourism, there are different activities like wine tasting 4/10 wines per day, tasting fees, brief history of Tamborine region
Brochure design Analysis
A brochure is used as the selling point of nay product. A brochure is adventurous over methods of advertisement because target consumer can take the brochure with them and hence they will have the message all the time they want to refer to it. The brochure becomes a part of their life once they acquire it since they can refer to its more often when they want to purchase the product again. This means that in designing the brochure, there must be consideration of the products being advertised and how the related to consumers. The durability of the brochure in reference of the relevance of the message must be considered. Therefore it must communicate a convincing message to the target audience. A brochure must be designed in a simple but appealing way depending on the target consumers (Megan, 2005). A brochure is not something that will be created at a click of a finger. It requires using the most appropriate design that fits the target market (Shelly, 2009).
Looking at the existing brochures, they have used the most appropriate design for their target consumers. They have appropriately combined visual and written messages. In addition, some websites even include audio messages (Davis, 2008). A good brochure or internet advertisement should combine both visual and written messages to make appropriate appeal to target consumers. Most of these brochures effectively pass on their message to target customers.
The first brochure about Mount Tamborine Wine Tasting Tour has combined picture of grapes which creates an impression of wine. In addition, the brochure has also increase a map of the wine tour creating impression of the tour itself. Going through the map makes one feel like actual experience although it is on the paper. In writing, the brochure gives all contact details and explanation of the tours. This brochure can be considered effective in passing its message. One disadvantage with the brochure is that the writings are very small and may not be visible to all people. It also fails to pricing for the tourist packages.
The second brochure about Gold Coast surfing also portrays its message clearly. It combines both visual and written information with a picture of a group ready for surfing and another for a surfing beach. In addition, the brochure also gives other important information about pricing and transport arrangement. One disadvantage with the brochure is that the pictures are very small and the brochure is not attractively formatted.
Opportunity Analysis
From analysis of the above tourism packages, there are still opportunities that can be used to come up with another package. All the packages reviewed above are based on relaxation and enjoyment and are short of a package that can create enjoyment, challenge, and relaxation. Therefore, this study would propose to come up with a package that is challenging, fun, and exciting modeled along triathlon sporting event.
The package would combine different challenging tourism event. It would be named Goldcoast Challenge. It would combine tourism activities which are taken for fun like mountain climbing, fishing and cycling in the beach. It will be a group package, like competition where individuals will be required to register in groups of three. Package will be held for a full day and will have a price to be own (James, 2001). The registration fee will be $3000 per entrant which means a group will be required to register with $9000. The maximum number of participants who will be allowed per event will be 5 groups, which mean they will contribute a total of $45,000 and $20,000 of that will be used as price money for winning group. $10,000 will go towards sustainability of the environment. Considering that this will be a new package, it will be a market hit and will attract large number of participants including corporate participants.
Product presentation
The brochure for this product will combine visual and written information (James, 2001). Visual information will include picture of the three activities.
The written communication will have the following information:
Goldcoast Triathlon.
Register in groups of three and walk away with $20,000 Reward!
It’s fun, exciting, challenging and rewarding
All you need is to get together with your friends who are best in mountain climbing, fishing, and cycling in the beach
It is easy to register:
Get to know the sports with your two friends
Pick friends who understand the packages involved
Pay$3000 per participants
Participate and win!

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