TOUR19020 - Destination Management Assignment 2
Research Report on Australian Destination Management
Student Name: Tianrou Zhou & Amy Zeng
Lecturer: David Ponton
Table of Contents
1.0 Introduction 3
2.0 Product development 3
3.0 Partnerships, community and tourism stakeholder relations 6
3.1 Partnerships 6
3.2 Community and tourism stakeholder relations 7
4.0 Governance and leadership 8
5.0 Communications and relevant promotions 10
5.1 Integrated marketing communications 10
5.2 Branding and technology application 10
6.0 Comments & Recommendations 11
6.1 Conclusions 11
6.2 Recommendations 12
7.0 Reference List 13
2001; Maurer2008; Hooper& van Zyl 2011; Ascaniiset al. 2012).
← Nature sighting and leisure tourism: The 37,000 km-long coastline earns Australia with inherent advantages in term of oceanic sightings, such as the Gold Coast and the Great Barrier Reef, which are famous for features of original ecology. In addition, numerous different geological landscapes, such as Uluru, Kakadu National Park and Fraser Island, as well as unique species, such as kangaroo, koala bear and platypus, also offer tourists to enjoy special sceneries (Maurer 2008). After a period of inadequate protections from human behaviors, which has caused great harms to Australian nature environment, related DMOs, represented by governor agencies, have taken measures to ensure that natural tourism resources are explored ecologically and sustainably, thus enable Australia’s tourism development within environment capacity.
← History and culture tourism: Compared to countries famous of long history and numerous historic relics, such as France, Britain and China, Australia may be relatively less competitive in developing tourism of historical and cultural themes, however, a typical immigrant county as it is, Australia has a distinct and mixed history of aborigines and immigrants, which has been preserved well because of this country’s long-period isolation of geographical and historical. Thus tourist interested in historical and cultural themes may be attracted by intact presentations of aboriginal culture and colonial culture (Tourism Australia, 2013). In addition, architectures of Opera House and Sydney Harbor Bridge give tourists a modern view of Australia.
← Tours of visiting friends and relatives (VFR): In addition to traditional tourism items, Australia also takes advantages of its certain social characters to offer customized theme tours to attract specific groups of customers, and VFP is one example (Seetaram 2012. p.1536).Considering that Chinese migrants are largest non-British population group in Australia and Chinese tourists has become the second largest group of tourist sourcefor Australia, among which a remarkable proportion come with purpose of visiting their Australian-migrants friends and relatives, plenty of events with the themes of Chinese traditional customs and cultures are initiated under collaboration of authorized DMOs and local Chinese communities during Chinese festivals to fulfill the needs of tourists with purpose ofVFR (Dwyer et al. 2013, p. 41).
← Wine tourism: As one of the world’s most reputable wine-producing region, Western Australia is also famous for its trail in cooperating local tourism with wine industry to provide characteristic tourism item of wine theme, in order to attract those segmented tourists to stimulate the development of both wine and tourism in this region. As a result, such collaboration has been estimated to have already generatedrevenues of more than $ 1.5 billion annually in recent years and benefited this region from...