Destination Marketing In Australia Tourism Essay

The universe has become a planetary small town and because of the increasing competition non merely within the boundaries of a state, it has started among the states, parts etc. The competition and strive to pull more investings and human force towards the topographic point to convey in the development needed. Therefore states feel the demand for schemes to be formulated to do an image of the state every bit good as trade name the state in a positive visible radiation to pull touristry. In order to make an efficient strategic program for marketing a finish, it is of import to analyze the factors act uponing the image in deepness. This study will foreground the chief facets of finish selling and the schemes been followed by Australia to pull touristry in their state in respects to Place and Destination selling.

Finish selling is a subdivision of selling which has gained importance merely late when different states felt the demand to alter the image of their states in the eyes of universe. They chose to shift their states, and selected the facet of Destination selling for their states ( Deffner and Metaxas, 2005 ) .

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!

order now

Finish selling can be defined as the procedure and methods to pull people to come and affect them in trading activities, providing to the demands of the people in that country, location or a topographic point. Both topographic point selling and finish selling involves the facet of touristry in them, which plays a polar function throughout the finish selling done for the intent of Development of state ( Horner and Swarbrooke, 1996 ) .

Australia, which is the lone state in the universe which besides a continent, late appointed its governmental bureaus and organisations to work on the undertaking of Destination Marketing, due to many grounds. Australians synonymous to Kangaroos privation to alter their individuality and pull more human force towards its land for the province ‘s improvement. A

1.1 Factors Affecting Development in Tourism Industry in Australia via PESTEL Analysis

In Australia, touristry is considered as one of the biggest gross bring forthing industry and export engine which contributes a batch to the economic system. Yet there are some major factors impacting this industry that are being analyzed through PESTEL analysis.

Political Factors

International Political conditions:

A stable political state of affairs does hold a good impact on Australian touristry which gives a growing to this industry whereas a planetary political ruin might take to an inauspicious impact on this industry.

Economic Factors

Global Economic Recession

Although touristry is one of the most moneymaking industries of Australia yet it has been a victim of planetary economic recession which has decreased the purchasing power of clients due to which tourists largely prefer less expensive topographic point.

Social Factors

Sub civilizations and domestic population

Australia has got a diversified civilization as different people from all over the universe has come and settled their due to good calling chances. Their relations and friends frequently come and visit them which mean pulling more tourers to the state.

Technological Factors

Use of cyberspace and E-commerce

Internet has become the best medium for seeking your desired finish which has given a robust growing to this industry. Tourists can measure their coveted finish and do on-line register and payments for their holidaies.

Legal Factors

Laws and ordinances

The biggest hurdle for tourer is to acquire an Australian visa which can hold a negative impact on this industry.

Environmental factors

Nature preservation

The money comes from touristry can be utilized to conserve the nature and Parkss which attracts tourers to come and pass their holidaies.

1.2 Other Factors Influencing and Affecting Development of Australia

There are many factors which affect the development of Australia, in the current state of affairs, but the most of import and first factor which drew the attending of the Governmental bureaus to get down work on the development of the state and attract people towards it is drastic diminution in the population by marketing it as a Finish to pull touristry.

1.2.1 Factor with Negative Impact on the Development of Australia

One of the of import factors which play an of import function in development and sustainability of any state is its population. Australian agency of statistics have reported a diminution in the Australian population, which will make problems for the economic system of state every bit good the sustainability of the province in future. The study states that the diminution in the population is due to the low birth rate and high out-immigration degree of immature people around the age scope of 16-30, the bulk of the population in coming old ages will be categorized as seniors who will non be able to back up the state with their work. Therefore the state needs to screen out the affair of population growing in order to retain its place as one of the most developed states in the universe ( Howell and Shaw, 2002 ) .

1.2.2 Factors with Positive Impact on Development of Australia

Every state has certain factors which gives encouragement to its economic system and aid in the development of the province. Australia has such factors in the form of Foreign Direct Investments, Sports events and Tourism.

1.2.3 FDI and Its Role in Development of Australia

Australia, despite being the state with a little population has attracted batch of investings from foreign states in the excavation industry particularly. It was reported that the excavation industry of Australia has taken the roar and has increased to 42 % of the complete foreign investings. In recent old ages Australia ‘s degree of FDI has increased to 48 % . The benefit from foreign investing is that the economic system gets a encouragement every bit good as new occupation gaps are brought on the forepart and new people are called from other states every bit good as the already shacking people ‘s position gets an augment and they think of increasing their households excessively which to some extent sorts out the issue of low population degree. Sports events have created a batch of development in Australia, the Olympics, and cricket universe cups every bit good as association football tourneies attracted tourers whom to provide, new concerns are formed and setup by domestic every bit good as foreign investors ( Morgan, Pritchard, & A ; Pride, 2002 ) .

1.3 Tourism Arrivals and Grosss

The growing of tourer reachings in Australia has reached to 12.64 with an approximative turnover of 5.9 million visitants. The chief intent of these visits majorly was found to be concern and vacations. This means that both the factors of FDI and touristry are been on its application in Australia. Tourist ‘s chief attractive force in Australia is the rain woods, Pacific comeuppances and the beautiful adult male made creative activities like Melbourne Aquarium and other beautiful sky scrapers. Australia which is good known and instead synonymous of Kangaroos, have been of great attending at the times of athleticss events particularly. The most celebrated Sydney Olympics held in twelvemonth 2000 were at that clip the most beautiful event arranged and because of the event, the concern and the economic system of Australia got a encouragement which was good for the province even after the terminal of the season. It is observed that the touristry industry in Australia had taken a rush in portion decennary and because of which the overall economic system got an augment and attracted a batch of new concern ventures. ( ) .

2. Critical Analysis of Australia and Challenges it Faces

2.1 Relationship of Destination Marketing and TALC

Selling of a location, topographic point, and country is termed as finish selling when it targets towards accomplishing the end of organizing a perceptual experience about the topographic point in a positive visible radiation and pulling people towards it. When a topographic point can be marketed to be sold like a merchandise so it can hold a life rhythm excessively like a merchandise. This life rhythm is called as ‘Tourism Area Life Cycle ” ( TALC ) ( Morgan, Pritchard, & A ; Pride, 2002 ) .

The life rhythm has four ( 4 ) chief phases depending upon the figure of visitants and consciousness about the topographic point among other people. Any state whose bureaus are working on the undertaking of finish selling undergoes these phases. These phases act as indexs for the touristry industry to screen out their hereafter planning and schemes. The four phases are linked with the schemes a state follows. These phases are

Exploration Phase

Exploration phase of TALC is defined as the phase, in which people visit the topographic point because it is good and unvisited, they tend to research the topographic point, its cultural and societal facet and convey the comments frontward. At this phase the selling is at its initial degree therefore the impact on the development is besides minor.


Australian bureaus followed the typical schemes while pulling the tourers towards Australia. These schemes were

Attractive web sites, with colourful exposure galleries to pull traffic towards it.

Tourism programs on the web sites.

Complete programming of touristry bundles along with ushers.

Information about inexpensive duties, rates of different rubber-necking, leases of hotels and motels etc. available on sites.

Development Phase

The development phases of the Tourism Area life rhythm ( TALC ) is when people visit the topographic point, like it and send on their remarks about it to other people and spreads the word about the topographic point, development of touristry is so started. Other people in different countries of the universe get the consciousness of the topographic point in positive visible radiation and they excessively seek the topographic point as their following finish ( Morgan, Pritchard, & A ; Pride, 2002 ) .


Australian bureaus these yearss are in this phase once more. Previously they were in the concluding phase of the TALC, but they re-launched their state as “ there is nil like Australia ” motto and once more came into the development phase of touristry. The schemes which are followed in this phase are

Improved and enhanced the visitants ‘ experiences.

Promoted the cultural events.

Promised less and delivered more.

Attracted concern conferences and seminars.

Provided installations to the investors who started new ventures for tourers.

Stagnation Phase

This phase is the adulthood phase and the degree of tourer at this phase has reached their highest extremum, after this the degree begins to come down. This phase indicates the state that the point of invention has come and the state bureaus need to shift their topographic point as something new or offer new attractive bundles. Investors tend to pull back from the topographic point at this phase.


The schemes that need to be implemented at this phase of TALC are really critical to make up one’s mind because one incorrect measure and the stage can rapidly alter into worsening stage. This is the most profitable phase for any state in which highest figure of visitants are present for assorted grounds.

State should increase the activities of selling and prosecute the industry sector in it

Implement research and analysis of what tourer ‘s demands are.

Attempts to retain the visitants for longer periods.

Making concern chances to pull concern barons for conferences and seminars every bit good as to see the potency in the market.

Hiring people from abroad with new thoughts and new frame of head

Constructing new topographic points for tourer attractive force

Worsening Phase

The concluding phase of the TALC is the clip when the tourer attractive force of the topographic point dies wholly and the investors from foreign provinces tend to retreat their investings from the topographic point. This is the minute when the states seek to develop Destination Marketing program of the state with a new ardor and zest along with new image and individuality of the location.

2.2 Branding and Creating Image of Destination

Branding of Australia presently is the chief mark of touristry bureaus in the state. The Governmental organisations have asked the touristry bureaus to establish the topographic point with such an image that people irrespective of how their past experiences in the state were, would be compelled to see Australia ( Fan, 2005 ) . The schemes that Australia plans to follow while branding the state now with a new motto are

Construction of Visitor Information Centers ( VIC )

A to the full equipped Visitor information centre will be established at the chief abode of the railroad caput so that he must cognize the information about the visitants coming and their finishs in footings of sightseeing. Complete counsel should be given to the tourers at the railroads.

2. Bringing New Cultural, Sports and Other Recreational Events

It is observed that people tend to see topographic points with strong cultural facets, hence the new mark which Australia has set for itself is to advance the colourful events and other occasions celebrated with full ardor. This will in the beginning necessitate a batch of publicity through cyberspace, print every bit good as electronic media but will pay off one time the image targeted is set in the viewing audiences mind.

SWOT Analysis

The complete SWOT analysis of the state is given below.


The state has batch of H2O classs like River Murray, Hume Lake and many others.

Beautiful metropolis of Albury right between the two metropolitan Sydney and Melbourne.

Major airdromes available in all large metropoliss.

General comfortss like Parkss, gardens, menagerie etc.

Railways present about all over the state

Snowfields in the nearby parts along with vineries and other Parkss.

Established Sports squads with a strong history to pull the touristry at the clip of hosting an event.

Bing in really good dealingss with the Chamber of Commerce, which benefits the concern trips.

Strong retail industry supplying the amusement of Shoping to the tourers

World celebrated edifices and land Markss like Sydney Opera house, Melbourne Aquarium etc. which already creates ballyhoo among the visitants.


Access to river Murray to a restricted degree

Five star hotels to a certain bound.

Packaged merchandises for tourers to a certain bound.

No lasting capacity adjustments for more than 800 delegates.

Lack of impermanent adjustments near the river Murray.

Previous path records of selling schemes and failures.

Lack of credibleness in the concerned industry.


Establishing a to the full fledged Visitor information centres

Opportunity of developing dealingss with the industrialists sing for concern conferences and seminars.

Full Chance of developing new concerns ventures by pulling tourers.

Peoples tend to migrate to beautiful topographic points, opportunity of get the better ofing the population issue.

Opportunity of developing and bettering the already bing touristry merchandises and services.


The traffic of visits in domestic market addition when the suggestions are of low market growing.

To establish Australia as something new, in the already congested market

Tax returns on the outgo done on Destination selling.

Large investings in marketing tactics, acquiring the industry involved and implementing runs.

Making the perceptual experience of the state in the right manner as targeted.

Consistency in retaining the positive image promoted.

Managing legal, political issues and their impacts on the purposes and aims.

Carry throughing the promises made.

Populating up to the outlooks

Managing the strong competition posed from the adjacent finishs.

All of the above strengths, failings, chances and menaces are identified by the Australian Governmental bureaus appointed organisations working on the undertaking of advancing Australia as a tourer Destination. Australia is get the better ofing its failings, beef uping its strengths, altering its menaces into chances and so chances in to strengths. This is non applicable for Australia merely, any state if follows such schemes could be successful in establishing its image as something new and could acquire profit out of it in form of touristry. Not merely this, new concern ventures that are launched for the tourers every bit good as people who see possible in the market because of touristry tend to open up new concerns in such states which in bend favours both touristry industry every bit good as economic system of the state.


Australia, being one of the most developed states is confronting troubles in altering the feeling and image of the province in the eyes of the universe and to make so it has formulated schemes and programs to better the individuality of Australia as something worth seeing. Once it was affiliated with Kangaroos now the image wants to be changed and hence all the attempts are being made.

The above mentioned schemes that Australia tends to follow are all correct in their facets and if with some attempt acquire successful to draw it through this phase of Marketing they will be in a great benefit and their touristry rate will increase by tonss and edge.

Some of the extra recommendations for the bureaus working on the undertaking of Destination Marketing are discussed below.

Develop a web site with a common URL easy memorable by people.

Development of colourful post cards.

Provide complete Maps and Guides.

Schedule all events in the calendar.

Downloadable pictures of celebrated topographic points available on the web sites.

Update the gallery of exposures demoing visitants basking on the web site.

Use of famous person indorsement in the promotional activities.

Promoting national and regional athleticss events.

Investing and restituting the topographic points most demanded by the visitants like

Lavington Sports Land

Wonga Wetlands

Melbourne Aquarium

Sydney Opera house

Lake Hume

River George gilbert aime murphy

Arrange few competitions or tourneies among the tourers groups.

Call and invite famous persons on Tourss along with tourers for few hours.


Australia is a beautiful state with batch of topographic points for tourers to research and see and bask the experience but there comes a clip for state when the degree of touristry dies and gets on the lower degree because of the impregnation of visits. Human existences are so made that they get bored of one thing or topographic point really shortly, they need changeless alterations and inventions to stay attracted towards something, same is the instance with topographic points every bit good. We get tired of traveling to same topographic point and hence tend to see different topographic points. This is good on the client or tourist portion but the state that is chosen as the chance cost gets to pay the cost in existent of losing a tourer ; therefore states tend to endeavor continuously for the improvement and advanced and originative thoughts to maintain the tourer attracted towards it. Australia is presently in this stage of pulling tourers but one time it gets the undertaking of Destination Marketing done, it will be in its High Time.