Tourism and hospitality are the main economic activity in various regions, in the world. As an economic factor, therefore, it is crucial in determining the nature of economic growth or trend in various countries. The intent of the paper is to analyze the tourism and hospitality sector within the various states of Australia, with analysis based on various statistics provided.
As an economic activity, tourism and travel is a common activity in most countries with various natural resources. This is broadly defined incorporation of both local and international tourism. Various hotels and travel companies has been established in order to accommodate and transport visitors to various tourism destinations. As indicated by tourism research Australia in the year 2013, the economic activity has greatly contributed to an increase in the development of hotels and tour companies. Australia as the country under study has various natural resources which attracts a large number of both local and international tourism. As per the statistics provided, as per March 2013, there were 74.6 Million domestic overnight travels within the country. This is an increase of 2 percent from the year 2012. This is an indication that the economic activity is on an increasing trend, however, the information is not substantial for the conclusion. As an economic activity, the country has established various strategies to improve the tourism and travel industry within the region. The Australian government is working to achieve this national strategy to encompass on the need to establish a state with increased demand of tourism visits, to have a digital capability and increase the investment and implementation of the regulatory agenda within the sector. This is meant to build industry resilience, quality and improve the development trend. This is through increment of labour supply, knowledge and skills with full indigenous participation.
The nature of visitors within the major tourism sites within the country is both local and international visitors. This is as per indicated in the statistics provided by tourism research Australia, 2013. As indicated by various states in Australia, the following data are provided.
An average number of tourism within various states in Australia, and average expenditure in the year 2012
As per the table provided, in is clear that the number of domestic tourism within the country is more than international tourism. This is an indication that there is more travel of local tourists as compared with international tourists. The number of visits is a function of the state. This is not subject to the size of the state, but the natural endowments within the state. This mostly acts as the major tourist attraction sites or factors to various regions and localities within each state.
As a market segment within the country, there are various advertisements within the country to familiarize both local and international residents on the various resources within the country and services provided by the country. As one of the main strategy within the country national agenda of tourism 2020, the country has embarked on a better information transmission within various regions in the world through advertising. As well known, the advertising process, specifically real advertising helps in the provision of realistic information regarding a given activity. It is within this ideology that the country is basing its advertisement strategies.
b) Based on marketing theory, advertisement is broadly meant to deliver information in regard to the particular activity. The marketing theory provides that the consumer should have all information necessary to convince him or her to buy or accept the services provided. As one of the main reasons for advertisement, the consumer should have the necessary information to prevent impartial differentiation of products and services, which are mostly contributed by information asymmetry. As one of economic activity, both the government and various tourism travel and tours companies have developed a mechanism of advertising to promote the sector. With the information provided by the tourism research Australia, the sector in developing based over the years. This is an indication that there is more and more individuals both local and international have the information in regard to the natural resources and tourism attraction site within the country. Similarly, the information shows that there are various strategies of defining the sector into a well established digital sector. This is a government strategy which promotes the awareness of the tourism attraction sector within the region. The information provided on websites in regard to various facilities within the country which aid in facilitating the development of the sector has greatly contributed to the growth of tourism and hospitality in the country. The analysis shows that there are various mechanisms, which are in place to promote tourism and hospitality industry within the various states of Australia. This pictorial and image creation clearly speculates the nature of resources and amenities available creating an interest to the tourists to visit the place.
As a marketing strategy, place and product serve as one of the elements of marketing. The location of hospitality services plays a crucial role in promoting tourism in the country. This is an indication that, as much as the country is working to improve the sector, the marketing theory plays a crucial role in the process, as well the advertising strategies. Both the theory and process of advertising adopted has greatly promoted to the growth of the sector and with more development of these elements, the national agenda of tourism 2020 will be attained.
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