Executive Summary
Tourism tours business is becoming increasingly competitive. The tour companies must seek to know how they can overcome this wave of high level of competition in order to compete effectively and remain relevant in the tourism market. It is a tour company’s responsibility to ensure that the tourists get unique services and an adventure of a lifetime that will keep them coming for more. As the years go by, the tourism industry will become even more competitive, and the need for offering unique services by the tour companies will increase. The key to a successful tours company is the need to offer unique services that cannot be easily copied by the competitors. That is why we have rebranded from Autopia tours to Welcome 1000.
Few tour companies can today provide extreme adventure in a day. In fact, the majority of the companies take tourists to have a view of the wild animals. High fees, little or no adventure, and little time spent viewing the wild to be frequent problems for tourists. Welcome 1000 is the solution to these problems along with many others. Our product is designed with getting one’s value for their money and adventure in mind. The package is attractive and provides a tourist with a more adventurous experience when on tour. We introduced more unique services to touring than any other company. The result is a tour company that provides many advantages over other tour companies on the market and still has a competitive price. We strongly believe Welcome 1000 will prove to be a very worthwhile and profitable investment in the future of tourism.
Introduction
Rebranding is the process of changing a company’s image with the aim of making it more successful or changing its services (Acton, 2013: pg 23). Rebranding may occur in case whereby a company has new board of directors who wish to have the operations changed. Companies may also rebrand when there is need to move to a new market or free itself from negative connotations (Balmer et al, 2013: p27), (Lück, 2013: pg18). In this study, we undertook rebranding because we want to overcome competition in the tourism industry and become more successful.
Autopia Tours is a tourist guide company, which focuses on small group tours that has a maximum of 24 tourists on a single trip. The main aim is to offer comfort while on tour and the tourists can enjoy and relax while on board. There are friendly and knowledgeable driver guides who take the tourists around the country’s sites. The company also offers tours to the wild to view the likes of Koala.
The vehicles are comfortable and fully air conditioned; one’s seating is designed to give him great view from the vehicle. The company also offers unique experiences to the tourists such as swimming on the pristine beaches. Currently, Autopia Tours is targeting a day tour program within Melbourne. Its aim is to offer more unique services such as subsidized fees for different age groups and thus the tourists get to feel the value for their money and it also come with more adventure. The specific aims of this study are to show how a company can rebrand itself in order to outweigh the available competition in its target market.
New Name
The new name we are suggesting for Autopia Tours is Welcome 1000. This is because the name Welcome 1000 is associated with the greeting used in south of Saudi Arabia from the resident to their guests and most people visit the place because of the good weather during summer. The fact that the place is always frequented by tourists from different destinations around the world during holidays and thereby would attract more tourists as a result.
The name also sounds hospitable and would make the tourists feel at home and at ease on their arrival. Moreover, there is nothing as pleasant as hospitality in the service industry for the tourists as this would symbolize quality service to them during their stay at Welcome 1000. The name also communicates figuratively in the sense that the company is aiming at offering its services to thousands of tourists; this would thus lead to attracting more tourists during the holiday season unlike the past when Autopia Tours used to offer services only to a few tourists. The name also sounds more professional and exudes lots of courtesy to the tourists who would be seeking to get a place to stay during the holidays and get not good but quality service as well during their stay.
New Logo
We decided to settle on this logo because it represents the natural features available within Melbourne like the sun which most tourist seek whenever they go to the beach for a bit of sunbathing experience. The logo also communicates with the friendly colors of yellow, deep blue, sky blue, brown and green which each represents something- yellow represents the sun.
Deep blue represents the seawaters where some tourists will go for swimming, sky blue represents the skies on which the tourists will be flown as they view the natural landscapes from above the skies, brown the sites around Melbourne and green the natural Habitat around Melbourne. The market will therefore easily interpret that it signifies tourism.
Image
We intend to create a professional image from the existing infrastructure at Autopia Tours. Customer service will be our top priority (Bowie, 2013: pg35), (Kozak & Andreu, 2013: pg 45). We will offer the tourists seeking our services with the most deserving treatment by ensuring they get the value for their money (Kozak & Andreu, 2013: pg 45). We will also be seeking feedback from the tourists to know how well we are faring in the new quest, how they heard about Well 1000 and what we could do to make their experience much better ( Ferrel, 2012: pg 50), (Connie, 2013 pg 35). This image will be a good fit because the more professional we are the more we will be able to have a high demand on our services.
Conclusion
The rebranding of Autopia Tours to Welcome 1000 will benefit the company because it communicates more on tourism. We believe that the design with which Welcome 1000 comes with, such getting one’s value for his money and the professional image that is yet to be maintained will enable it compete favorably in the market because the services are unique. We believe that the moment a tourist tries the package he would not hesitate telling a friend his or her experience and even coming back for more.
Works Cited
Acton, Q. A. (2013). Issues in Hospitality, Travel, and Tourism. New York: ScholarlyEditions.
Connie Mok, B. S. (2013). Service Quality Management in Hospitality Tourism and Leisure. New York: Routledge.
David Bowie, F. B. (2013). Hospitality Marketing. New York: CRC Press.
Ferrell, O. C. (2012). Marketing Strategy Text and Cases, 6th ed. Chicago: Cengage Learning.
John M.T. Balmer, L. I. (2013). Corporate Marketing: Contemporary Perspectives on Corporate Branding, Marketing and Communications. New York: Routledge.
Lück, M. (2013). Tourism. New York: CABI.
Metin Kozak, L. A. (2013). Progress in Tourism Marketing. New York: Routledge.
