Melbourne is the capital city of Victoria in Australia. It is referred to as the city of modernization, complexity and power. The city is rich with historical stories and cultural diversity. It is the world most recognized city for its top destination of tourism travels, sporting, shopping, and holding of events and other activities (Knowles et al., 2004, p. 58).
Melbourne is acknowledged for several great merits. It has been branded to be the most livable city worldwide. In Australia, it is the most known destinations for holding the domestic travelers. As a result of being the most favorable city, its economy greatly improves each and every day. It is the world most performing areas in terms of creating employment, income payments and population. It was the second city to receive the accolade of being named UNESCO city of literature. It is also the world most fashionable city. It is called the ‘Fashion Capital’ in a New York fashion magazine. Over thousands of people with different cultural background have habited the city; this has made it to be the richest city in terms of cultural diversity (Atkinson, 2012, p. 60). The area has beautiful gardens and parks. An example is the royal botanic gardens and the king’s domain. Melbourne city has been known to attract lots of tourist to it due to this and other more advantages.
However, the city of Melbourne has managed to overcome so many challenges. This has helped it in maintaining its position since there are competitive other cities. It has always been determined to maintain its status core in the global environment. The tourism department has received so many changes to keep fighting with the current market (Wober, 2002, p. 87). The country is vibrant and always forward looking. It is driven by large and strong population and the continued economic growth. There have also been developments of emerging strengths of traditions, emerging industries and also, the presence of international needs for diversity and innovation.
The city of Melbourne does acknowledge the fact that tourism destinations always need to present while producing the consumer evoked set. Through this, they have been able to make decisions that have turned to be positive in their marketing industries (Knowles et al., 2004, p. 98.). However, all their consumers are offered with various destinations so that they can choose their most favorable. All the destinations offered do contain quality features accommodation and friendly people in charge. The places are very hospitable and thus, the visitors find the place to be very welcoming. It is never enough to produce all that while other places can comfortably produce the same services. Therefore, for the country to remain competitive it ensures that they have a very unique way that others are not fond of.
Therefore, destination branding is the key accept done by the Melbourne city. Branding is a very important thing since it helps in identifying and differentiating different locations. Branding feature also needs to be changed since when they are used for too long they become monotonous and boring to the consumers (Atkinson, 2012, p. 64). That is how tourism grows and the people of Melbourne remain strong with the other competing cities. Melbourne has also understood the needs and behavior of the tourism and so, they act to meeting all their possible needs. They also have a way of predicting their future visitors' expectations due to their nature of being hospitals and having effective communication with their customers.
Bibliography
ATKINSON, L. (2012). Melbourne. Hoboken, John Wiley & Sons. <http://public.eblib.com/EBLPublic/PublicView.do?ptiID=817564>
KNOWLES, T., DIAMANTIS, D., & EL-MOURHABI, J. B. (2004). The globalization of tourism and hospitality: a strategic perspective. London, Thomson.
SIGALA, M., CHRISTOU, E., & GRETZEL, U. (2012). Social media in travel, tourism and hospitality: theory, practice and cases. Farnham, Surrey, Burlington, VT, Ashgate Pub.
WÖBER, K. W. (2002). Benchmarking in tourism and hospitality industries: the selection of benchmarking partners. New York, CABI Pub.
