Assignment - Contemporary Tourism and Hotel Issues
You will nominate a destination you are familiar with and undertake research from academic and industry sources to prepare a Report.
The Report will examine the following contemporary tourism and hotel issues relevant to the nominated destination in 2018.
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Answer - ASSIGNMENT ON CONTEMPORARY TOURISM AND HOTEL ISSUES
Introduction - Clearly identify the nominated destination and explain what your report examines.
Contemporary tourism and hotel issues have been one of the major backlashes for Australia-based nominated destination, Sydney. Sydney is known as the capital of New South Wales and it is considered as one of the largest cities in Australia. On that note, it is to highlight that the major reason behind being famous of Sydney is indicative towards its Opera House, which is quite distinct due to its exterior design. Additionally, in case of hubs of waterside life in Sydney, smaller circular Quay port and massive darling harbour are first and foremost attractions. Moreover, in the nearby areas of such waterside hubs, there are the esteemed royal botanic garden and the arched harbour bridge.
In order to be more familiar with the nominated destination, the population growth of Sydney can be highlighted effectively. In accordance with the current statistical data, in the year 2018, the estimated population of Sydney is more over 5 million (Population Australia, 2019). In that case, it is to mention that this nominated destination has near about 650 suburbs, which cover around 40 km to the north, 70km to the west and 60km to the south (Population Australia, 2019).
This study is going to be focused on the specific issues, which are based on the lack of marketing and lack of employment. The preliminary part of the report is associated with highlighting the market potential of tourism industry in Australia. Gradually, the report is going to be involved in presenting the state of transportation development in the nominated destination, Sydney. The next phase of the report is based on portraying the accommodation development that has been maintained in the specific destination of Australia.
The last phase of this report is going to engage the possible crisis regarding the identified issues. Additionally, it focuses on strategic attempts to managing risks effectively. Another essentials phase of this study is associated with influence of social media platforms on the marketing and employment of nominated destination, Sydney. Moreover, the report is going to portray the approaches of this destination in order to develop the experience of tourists.
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Body - Critically examine and discuss the following contemporary tourism and accommodation issues relevant to your selected destination:
Tourist market potential - Identify and explain one (1) new or emerging tourist market segment that would be an appropriate market for your destination.
Tourist market potential
Tourist market potential is basically about the maximum sales of services in specific market. As influenced by Ivanova et al. (2016), it can be quoted that the in case of the tourist market, most possible segment of market can be effectively highlighted for better business of tourism.
In order to be present the marketing segment of Sydney, the emerging one is indicative towards the ageing population. In more clear words, it can be mentioned that the new generations are developing quite fast in the era of modernisation. Additionally, the aged also require refreshment and recreation for living life with proper balancing. As per the view of Prebensen et al. (2018), it can be mentioned that the proper work-life balancing is maintained through travelling. In case of the nominated destination, Sydney, the potential market segment would be aged people (from 40-60 years) (Population Australia, 2019).
While it comes to be focused on the potential market segmentation, major attractions of Sydney can be mentioned effectively (dos Santos et al. 2017). One of the major attractions of Sydney is about the 360-degree views of suburbs and city, which is offered by the skywalk of Sydney tower's outdoor platform (Population Australia, 2019). Other commendable attractions of this destination are as follows:
i. The Rocks
ii. The Sydney Tower Eye
iii. Barangaroo Reserve
iv. Hyde Park
v. Queen Victoria Building
vi. Sydney Beaches
vii. Art Gallery of New South Wales
ix. Taronga Zoo
x. George Street
xi. St. Mary's Cathedral
xii. Macquarie Street
xiii. Kings Cross (Maguire, 2017)
Therefore, it can be stated that this specific market would be fruitful enough for this nominated destination because of its scenic beauties and large number of attraction for aged people. For instance, for an aged couple, who recently has got retirement, would be delighted to spend few days by having views of Queen Victoria Building and Art Gallery of New South Wales (Population Australia, 2019).
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Transport development - Explain the influences of contemporary transport developments on the growth and development of your destination.
In order to be focused on the development of transportation, it is to mention that the suburban train lines are all over covering the city, Sydney. Additionally, the destination has affordable and reliable networks of public bus (Population Australia, 2019). The place has facilities of ferries for ultimate transportation to the visitors. The visitors are able to have service of ferries by seeing the watery beauties of sea beaches (Population Australia, 2019). In addition, the destination is associated with the light-rail line for providing facility of transportation to both local people and visitors. Moreover, Sydney is involved in operating taxis widely (Kasliwal and Agarwal, 2019).
Hence, it is to mention that the transportation facilities are effective enough in bringing proper growth and development of Sydney. It can be better demonstrated with an exemplary situation. For instance, an aged couple (both of 60 years old), who has minor issues regarding arthritis, would be satisfied enough if they can access taxi from the door of the hotel (Prebensen et al. 2018). Basically, the destination is quite active in arranging effective transportation system for visitors for better experience of travelling. However, in order to make more development in the transportation system the destination is required to be strategic. Therefore, it is quite clear that the transportation influence is there in order to develop tourism of Sydney.
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Accommodation development - Identify current trends in accommodation development that may influence the development of your destination.
In case of being aware of the accommodation development in the nominated destination, Sydney, technology advancement in the hotels is seen nowadays. According to Sheehan et al. (2018), in order to change the present hotel industry to the future one, advanced and modernized technology is the core essential.
The specification regarding accommodation development in the hotels of Sydney, include:
i. New brands of lifestyle that introduce new concept of hospitality. It indicates the involvement of products, such as, boutique brands.
ii. The revolutionary change of technology that indicates virtual reality design and keyless entrance
iii. The revolution regarding lobby or living space. It defines about the functional lobby and the areas of recreation.
iv. Smaller yet more functional bedrooms that have wall-mounted TVs
v. Emphasis of design from uniformity to individuality and global to local (dos Santos et al. 2017)
The ultimate development of accommodation that drags positive implications on the nominated destination covers:
i. Co-working spaces
ii. Redesigned hotels and restaurants
iii. Going natural
iv. Revolutionary change in the communication process
v. Several options regarding wellness (Kasliwal and Agarwal, 2019)
It is to highlight that in case of co-working spaces, the hotels of Sydney are designed to cater to mobile workers. Going natural indicates the incorporation of natural elements, which include indoor waterfalls, vertical hydroponic gardens, rustic wooden furnishing and multilevel terraces (dos Santos et al. 2017). The restaurants and hotels are involved in providing distinct local experiences through interior and exterior designs. In case of communication advancement, websites of Sydney hotels have dramatic transformation through up-gradation of booking process and content along with destination information (Population Australia, 2019). Moreover, in turn of options regarding wellness, it includes 24-hour gyms, yoga rooms as well as health-conscious menus (Ivanova et al. 2016). Thus, it can be highlighted that the nominated destination, Sydney has positive implications of accommodation development on sustainable growth. This can be well highlighted with one of the exemplary situations of tourism. For instance, a couple, who has just got retirement, would like to have natural facilities (such as, indoor waterfalls) from the upgraded hotel rooms (Ivanova et al. 2016).
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Crisis and risk management - Identify current and potential crises and risks that should be considered by destination managers.
Crisis and risk management
According to Smith (2015), tourism plays an essential role in the growth and development of Sydney's economy, so the recent issues in the tourism sector are directly impacting on the economy. The tourism industry of Australia is currently suffering from problems which are causing adverse impacts on one of its most recognised tourism destination, Sydney. The significant crisis, especially regarding the hotel sector, is as follows:
1st issue: As per the business survey, there is still around 7% vacancy rates throughout the entire tourism sector that worth almost the shortage of nearly 38,000 positions. The industry is suffering from the problem of poor rate of employment. As a result, it is expected to be a shortage of 30,000 as well as 63,000 unskilled staffs in the hotels and Sydney tourist destination.
2nd issue: Australian tourism market still has not embraced digital means of marketing for advertising their products and services. Sydney is blessed with immense natural and scenic beauty, but the hotels in this city cannot promote these places along with their available hospitality services at a global level. Therefore, they are failing to attract foreign customers.
As stated by Baum (2016), Australia immediately needs to overcome challenges and to manage the risks for developing an improved tourism market. In this context, destination managers such as the hotels in Sydney need to focus on these issues regarding improper employment and marketing of their hospitality services.
1st strategy: The hotels may face considerable risks in further time if they cannot eliminate the employment issue as early as possible. Employing unskilled candidates are causing poor customer services that have the risk of failing to satisfy customers so they can move to some other destination for better facilities. Therefore, first of all, these destination managers need to employ skilled candidates who can provide the best quality service to customers and satisfy their needs and demands (Cityofsydney, 2018).
Moreover, they can also skill-development training to the existing employees.
2nd strategy: Visitors are the primary source of earning and profitability for the hospitality sector. The issue of poor marketing is causing the risk of generating poor revenue because if they fail to advertise appropriately, they cannot attract an adequate number of tourists and visitors. These destinations managers in Sydney need to adopt digital marketing to showcase their products and services (Higgins-Desbiolles, 2018). For example, they can advertise in social media including Facebook, Instagram and others to reach a number of customers within a short time.
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Social media influence - Discuss the influence of social media on the marketing of your destination.
Social media influence
According to the viewpoint of Hardiman and Burgin (2017), Sydney tourism market or the entire tourism and hotel sector in Australia is suffering from several marketing issues as they cannot correctly advertise their services and available facilities. As per the recent data on Facebook, around 15 million people of Australia are active in this digital application that worth more than 60% of the total population of the nation. That is why most of the hotels have now embraced social media platform to advertise their services because people most frequently use social media sites in current age instead of physical presence or making individual communication.
As opined by Yoo and Gretzel (2016), Sydney is a small city of Australia, so it is a challenge for the hotels in this city to market their products and services to a large number of people. Social media allows them not only to advertise their available services but also special offers like cheap travel, affordable holiday packages, discounts on visiting in festivals, holidays and others. Baum (2016) has added that these hotels also use official website for advertising these offers, but social media helps to update these offers and to popularise the destination zones regularly. However, the problem is that all of the hotels in Sydney especially in interior areas still have not successfully adopted social media platforms and it is causing their marketing issues.
Visitor experience development - Identify and explain the potential of two (2) contemporary visitor experience sectors for your destination.
Visitor experience development
Vila et al. (2015) have mentioned that Australia is now considered as one of the most remarkable destinations to international tourists as well as students. Sydney as one astonishing tourist destinations of Australia has received almost 10.67 million domestic visitors and 4.05 million foreign visitors in 2018. However, as reported by "The Conversation", the arrival rate of foreign tourists in Australia is comparatively lower than France, the US, Japan, China, Italy, Germany and others.
1st experience sector: According to Hardiman and Burgin (2017), Sydney Opera House is the heart of cultural attributes of this city, so it serves as one vital experience sector for the visitors. It is an opportunity to experience the masterpiece of the 20th-century architecture and watch the latest shows in Opera house which is perfectly enriched with the iconic essence of Sydney. Apart from watching shows, visitors get the option of having dined overlooking the harbour at the restaurant of Peter Gilmore, Bennelong (Cityofsydney, 2018).
2nd experience sector: Manly is regarded as another significant experience sector for the visitors as here they can experience amazing ferry rides from Circular Quay. This place offers visitors to enjoy a scenic walk, laidback cafes, paddle boarding and many more. Here visitors get the opportunity to discover over 200 different types of fish species such as Blue Groper (Australia, 2018). Moreover, this is a place of experiencing eco-tourism, where natural resources and greenery have been preserved with care.
These above places are major attractions of Sydney and filled with utmost potentialities to serve as leading tourism destinations. However, these places are lacking the expected number of visitors as the tour organisers in Sydney cannot advertise the opportunities of visiting and experiencing the places.
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Conclusion - A conclusion that summarises key findings from your report.
This crux from the above discussion has identified the significance and importance of Sydney in the Australian tourism industry and the crucial role played by the city in contributing to the nation's economy. It has been discovered from this analysis that, the tourism sector of Australia is currently experiencing numerous challenges, issues and these issues are raising constraints in its growth. Sydney is considered as the leading destination for the tourists throughout Australia that attracts people from various countries every year. Therefore, it has been easier to maintain relevance throughout the entire discussion for scrutinising the issues occurring is Australian tourism from the perspective of Sydney.
As recognised from this study, Sydney as one of the contemporary tourist destination is mainly targeting the aged people so that these people can find this place as a suitable option for recreation. This above analysis has nicely associated the transport system of a city with the hotel services and tourism industry. The possibilities of public transport including bus, train, and taxi are making positive impacts on flexible tourism in Sydney. Apart from this, ferry serves as another important mean of transportation especially in tourist destinations that allows visitors to gain remarkable experiences. Most of the hotels in Sydney are focusing on technical advancements such as keyless entrance, easy online accessibility and others.
Employment of unskilled people, huge vacancies and poor marketing strategies are the major issues currently facing by Sydney tourism. As a result, the hotels are failing to attract a sufficient number of tourists that is causing poor revenue generation and profit rate. These hotels are embracing social media as the most effective tool of marketing tool, but all the hotels in this city have not adopted it. Sydney Opera House and Manly have been identified as the two leading destinations for tourists for having the best experiences. However, the risks are also causing difficulties for them to act as leading tourism places.
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