1. Australia has seen an increased growth of 7% since last year in visitors from Canada and a rise of 10% in their spending and expenditures while on tour. The mission statement of Australian Tourism Department is to increase visitor’s leisure and provide best quality in every manner to every guest they escort.
The reason Canadians visits Australia on higher ratio is the marketing strategies of the country and how they attract citizens of Canada to visit their country. The communicating messages about Australia are the prominent step in achieving tourist targets which are as follows (Allen, 2010).
Australia is a country that is comprised of everything international consumer dreams of – security and safety, natural beauty with spectacular views, people who are very friendly and makes you comfortable with a home like atmosphere during your tour and while communication, a virgin environment and on the top of all world class food with wine (Brislin 2014).
Researches have shown that promotion of nature beauty, food and wine has provided a competitive advantage to Australia over others, hence since 2013 Australia Tourism department is campaigning Restaurant Australia as its major marketing activity (Allen, 2010). When middle class consumers choose some destination for a holiday, Food and Wine tops the list of preference thus this campaign highlights Australia’s world-class wine along with food (Brislin 2014). To attract customers from Canada management introduced a Restaurant Australia-themed food trucks in Canada during an occasion where majority of middle class people gathers.
The improved economy of Australia also attracts middle class consumers from Canada, enhanced outlook of Australia’s global economy and specifically the continuous financial repossession in Australia’s traditional inbound source markets for example the USA and the UK along with an increase of interest in leisure travel bodes is also a reason that appeals middle class consumers of Canada as strong economy results in less expenditures on leisure.
Another marketing technique or can be said as communicating messages to citizens of Canada is a campaign ‘There’s nothing like Australia’ which highlights the best tourists attractions and experiences that Australia has to offer. By the time this campaign has already achieved much success and continually achieving more. The campaign has already been translated and presented in 17 languages across 25 countries and Canada is one of them. The aim of this campaign is to increase consumer’s knowledge on what Australia has to offer them and to build a positive perception towards Australia as a tourist destination (Gengler, Klenosky and Mulvey 2013). They also informs about various budget packages through this campaign which includes food, travel expenses and even sightseen and an option to customize according to consumer’s need. These types of packages attract middle class consumers of Canada the most as they can easily fit into the budget of a common man. Australia tourism department are also concentrating and investing in social media platforms and digital platforms as these are the most famous advertising channels with less cost and response received through these communicating channels are always greater.
In previous couple of years Australia Tourism joined Canadian Airlines and more than 15 distribution partners in Canada to advertise and promote it’s both campaigns ‘There’s nothing like Australia’ and ‘Restaurant Australia’. This campaign ran primarily through social channels and digital mediums and showed an increase of 21 percent consumers from Canada in bookings through the distribution partners (Campbell, Bommer and Yeo 2015).
The frequent flyers of Canadian Airlines were benefitted through an innovative campaign “Enrich Hearts Australia” around Feb, 2015 (Campbell, Bommer and Yeo 2015). In this campaign a scheme was launched through which consumers could redeem a discount of 30 to 50 percent on their flights between Vancouver, Sydney, Brisbane, and Toronto.
2. Games discover physical brilliancy of an individual which makes him selective in a crowd. At Olympics, individuals from different countries unite to celebrate their culture along with physical talent. Many of those individuals have originated from two countries China and France. In recent Olympics at Rio China stand at 3rd position winning 26 Gold out of total 70 while France is at 7th position with 10 Gold and total 42 medals. This article is going to discuss how the difference in attitudes of people of these two countries affects sports and its marketing (Martin 2016).
It has been found in a study that the value system of China and France contrasts considerably. The individuals from China who are highly involved in sports, considers goofing off at work highly wrong and possess negative attitude towards it as they thought of it as counterproductive and unethical while individuals from France values the system of goofing off at work and believes that it is a good way to socialize and facilitates teamwork and it helps to maintain good relations with co-workers (Li, Lam and Qian 2010). So it is clear from the study that in France marketing of sporting events are related to free-will and teambuilding while in China it is related to teach discipline to a greater extent. Talking about effectiveness, if the atmosphere is disciplined, chances of efficiency are more and it also increase the focus during training of sports, while free-will and relaxed atmosphere might increase enthusiasm towards sports but could sometimes result in decreasing motivation and commitment at leading levels (Li, Lam and Qian 2010).
Selection of national teams in the field of sports are juxtaposing systems in both countries, China uses a centralised top-down approach to select its team members while France uses bottom-up approach to select the same. In china, heavy funds are spent on selection programme and marketing events related to sports (Collinson and Houlden 2015). More than six thousand schools are there in China for sports training which sends filtered students to leading levels training centres and at these centres best are selected. Individuals who seems to possess good talent are admitted to one of the training centres and proper training is provided to them at free of cost while in France there is no such selection procedure and individuals plays at school levels only or other private organized programmes until there talent is recognized by someone and they are identified as an professional player. Only after that France’s Sports Management team involves with the player and chances are there to appear at Olympics (Mead 2008).
It is clear from this that in France at childhood levels children plays as many sports as they want and may develop better motor skills for one or two while in China just a single skill is concentrated since childhood till adolescence (Barr and Glynn 2014). But in China, once considered as possessing physical talented, all the expenses are on government while in France athletes do not have financial support from government until later. So, sporting individuals of France are not merely one who responds to orders from superiors but are involved in policy-making and elite training, but opportunities to enhance physical flexibility and refining skills are less so it could be concluded that athletes from France are not able to prepare as comprehensively as their Chinese counterparts (Sweeny 2012).
The government of China plays a very strong and important role in controlling sport and activities related to it (Barr and Glynn 2014). An athlete who performs well at national levels or international levels is granted privileges by government and even gets a relaxation on tax. Conversely, In France An athlete is not supported by state or national government directly.
The observations show the clear difference amongst both countries time orientation differences and its effect on Sports. In China where sport is considered as an art to be practised and perfected, conversely in France it reflects the dream of Freedom and equality (Collinson and Houlden 2015).
Barr, S. and Glynn, M. (2014). Cultural Variations in Strategic Issue Interpretation: Relating Cultural Uncertainty Avoidance to Controllability in Discriminating Threat and Opportunity, Strategic Management Journal, vol. 25, no. 1.
Collinson, S. and Houlden, J. (2015). Decision Making and Market Orientation in the Internationalization Process of Small and Medium-Sized Enterprises, Management International Review, vol. 45, no. 4 (Fourth Quarter 2005).
Li, J., Lam, K. and Qian, G. (2010). Does Culture Affect Behavior and Performance of Firms? The Case of Joint Ventures in China, Journal of International Business Studies, vol. 32, no. 1.
Martin, J. (2016). Cultures in Organizations: Three Perspectives, Oxford University Press, New York.
Sweeny, B. (2012). Hofstede’s Model of National Cultural Differences and Their Consequences: A Triumph of Faith—A Failure of Analysis, Human Relations, vol. 55, no. 1.
Mead, R. (2008). International Management: Cross-cultural Dimensions, 2nd ed. (Oxford: Blackwells.
Allen, M.W. (2010). The attribute-mediation and product meaning approaches to the influences of human values on consumer choices, In F. C. Huntington (Eds), Advances in Psychology Research (Vol. 1, pp. 1-76). NY: Nova Science Publishers.
Brislin, R.W. (2014). Translation and content analysis of oral and written materials, In H. C. Triandis & J. W. Berry (Orgs.). Handbook of cross-cultural psychology (Vol. 4, pp. 398-444). Boston: Allyn & Bacon.
Campbell, D.J., Bommer, W. and Yeo, E. (2015). Perceptions of appropriate leadership style: participation versus consultation across two cultures, Asia Pacific Journal of Management, 10(1), 1-19.
Gengler, C.E., Klenosky, D.B. and Mulvey, M.S. (2013). Understanding the factors influencing ski destination choice: a means-end analytic approach, Journal of Leisure Research, 25(4), 362- 79.
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