The report deals with the image of a specific destination and all the essential aspects that are connected with it. It is important that a significantly attractive picture of a destination is provided to potential tourists. These tourists can be both domestic and visitors from abroad. Hence, it is important at the same time that the projected image remains constant with the actual things that the destinations have to offer to the visitors. The study is considering the image of the City of Adelaide and analyzing the various aspects that have been projected through the various tourist agencies that are promoting tourism in the city. Adelaide is a significant tourist destination of Australia and comprises of many popular tourists spots (Mason 2015). The city’s image with regards to the tourism market and the essential positive aspects that is projected through the promotion is analyzed and evaluated subsequently. It is important to remember that for the essential success of a tourist destination the portrayed image need to be authentically enhanced.
The induced image of the City of Adelaide that is gained through the tourism oriented image promotions from the various stakeholders of the city’s tourism comprises many significant aspects of the city. The projected image is a mixture of the culinary aspects offered by the city, the famous sports venues that the city accommodates and much importantly the outdoor activities that one can participate in the city (Shipway, King, Lee and Brown 2016). An important part of the image that is projected is the mixture of urban and natural places of interests that is contained within the city. The Adelaide oval is an important part of the city and features in many of the tourism campaigns. Additionally, the botanical park is projected as a significant place of interest. The outdoors are very interestingly portrayed. Places like the Kangaroo Island, Adelaide zoo and Barossa valley (Hays,Page and Buhalis 2013). Jacobs Creek is related location and quite popularly showcased in the tourism brochures and other important promotion documents. The city is projected as a mixture of great experiences, ranging between the urban and the natural.
The significant landmarks of the city are projected through the induced images are, Carrick Hill, General post office, the Adelaide Oval stadium, Old government house and the gardens and the Baptist church at Flinders street is also projected as a significant landmark (Sidali, Kastenholz and Bianchi 2015). The induced image of the city shows a great number of places that can be exiting to visit as well as great towards inducing aesthetic pleasure in the tourist. The social life is also effectively portrayed through the image. The city is projected to be a great culinary destination. The various Italian and continental restaurants are portrayed through the image. There are a great many culinary destinations that are projected through the image. The various city restaurants provide a wide range of food choices to customers with many international cuisines being represented (Mistilis, Buhalis, D. and Gretzel 2014). The social life of the city is projected as being greatly active. Since the city boasts of a big stadium like the oval, the people are projected to be sports loving. The city is also shown to have a substantial night life and like many other places in the country the inhabitants are projected to be adventurous.
The tourism stakeholders of the city wants to essentially attract all kinds of tourists. However, the major target market are couples and families. Kids also form essential target market for the product being offered. Generally, it can be seen that the promotional aspects focus towards projecting that the City of Adelaide is a nice place for couples (Vellas 2016). The promotional features focus towards attracting both new and old couples. The city provides a vibrant culture which attracts a lot of the community who wants to experience the thriving cultural sector which the city has to offer. The city is dynamic with a diversity of rich art and dance forms which is known to drive the tourism sector largely. The artistic youth are also one of the major target audience. The hill in the city outskirts also provide adventurous sports which attracts a lot of adventure enthusiasts (Tribe 2016). The place is affordable for students coupled with the convenient transport and the relaxing aura it provides is excellent. The couples are attracted to the place as the relaxing environment is soothing and beautiful. The refreshing delicacies which the place offer forms a prominent pull factor for the pairs. Adelaide Festival, the FEAST Festival, Adelaide Fringe, Oz Asia, IndoFest and the Spirit Festival is the famous buzz is the quintessential element for attracting a lot of tourists for these amazing spring and winter carnivals. These festivals attract a lot of tourists further the amazing bars and restaurants provides a diverse cuisine to the people (Rajesh 2013). There are a lot of options for the kids and families to explore the amusement parks and glorious parks adorned the city of Adeilade. The target audience need to be given adequate information about the various facilities that the place offers. The images should be attractive and realistic so as to sustain the tourism industry (Australia.com 2018). The target audience are the essential hence the credibility of the images must be checked before using it to aware the consumers. The iconic place like Adelaide Oval Stadium Tour attracts a lot of youth and cricket fans can enjoy the nostalgic experience of the memorable paraphernalia of the cricket (Kladou and Mavragani 2015).
Image-product-match
The image attached to the experience is full of color and vigor enough to sway the customers. The image is only gives a bird-view of the scenario as the real experience is more scintillating. The whole memorabilia though compacted in an image has a lot to say. The experience of cooking and eating facilities are some of the opportunities are also available in the prominent areas especially the beaches offers exciting avenues for family get together (Busby, Ergul and Eng 2013). The Adeilade central market forms a major tourist attraction for shopping. The area is adorned with a lot affordable items and famous for good quality and cheaper fruits. The pictures portrays a lot more however the quality is superior. Adeilade Aquatic Centre has a lot of opportunities such as health club, indoor swimming pools, driving area which is regular activity centre and nothing new can be expected. Though the overall experience is enthralling, it is regarded as one of the best places to spend the weekends. The city of Adeilade is famous for the museums and art which can be witnessed only after visiting the place (Zhang, Fu, Cai and Lu 2014). The famous indigenous art forms that the city offers is noteworthy witnessing since the details in these product can hardly be understood with the image. South Australia is famous for the wine regions which has immersive tastes and bursting flavors which be realized only after experiencing the true taste. The most enthusiastic images of beach houses are extremely breathtaking hence a must visit for the tourists wanting to have an awesome experience of the enthralling beach houses. The images are not deceptive as the tourists have shared the experiences which are remarkable to note (Howat and Assaker 2013). The night exploring activities with diverse cuisines can be well experienced in luxurious bars and restaurants. The whole experience has been well portrayed in the images which the tourists need to visit in order to realize the vitality of the city of Adeilade. The city has many more things that has not been encompassed in the limited number of images. It should be noted that the experience of the visiting the city of Adeilade is extremely refreshing as the natural beauty of the place as in the images are more beautiful and need to be explored thoroughly (Chiu, Lee and Chen 2014.).
The appeal of the city of Adeilade comprises a vast beautiful coastal city which ranks it as the fifth largest city welcoming millions of tourists every year. The proximity of the city to the exotic wine regions makes it one of the famous hub of South Australia for the wine lovers. The city has a lot of historical aspects and fascinating buildings having the charm of nineteenth century era. The phenomenal experience of the lush greenery across the length and the breath of the city has been the major attraction for the city (Woo, Kim and Uysal 2015). The tourist often visit the city for exploring the enigma of 1800’s vibes which is felt in the aura of the unique setting of the historical buildings. Each of the rare artifice has a unique history to tell. A variety of plant species ranging from medicinal plants to native Australian species endemic exclusively to the region, the lush green plantations, zoo with famous Australian species has also been one of the major attractions of the tourists. These includes the famous kangaroos, wallabies, quokkas, pandas is much wanted for the kids and family get together. The famous beaches like that of like that of Kangaroo Island and the clear blue water experience has an unforgettable getaway experience to capture (Prayag, Hosany, Muskat and Del Chiappa 2017). The most exhilarating Glenelg beach is known for the European settlements gives an enticing historical experience of the unique past. The experience of the national parks in the city of Adeilade like that of Kakadu National Park coupled with the Litchfield tour is some of the affordable and a value for money investment for the tourists. These national parks provide an enriching experience as it has unique topography such as deep creeks, tiny waterfall, small streams with clear water has been its notable features for attracting the tourists. The experience of the Uluru Rock Adventure is also one of the most exciting experience that the city offers for the impressive rock structures provide a beautiful landscape for the tourists (Cityofadelaide.com.au 2018). The landscape has vibrant features where people can drive for camping activities or can even go for trekking in the rocky topography. The evening sunset is been an important experience which has been the major pull factor the tourists to take experience the vibes of the place. The emotion of the place is like that of breathing peace and provides a heavenly experience. The working professionals find the place enthralling as it soothes to their tiresome souls. The whole scenario is soulful and brilliant to experience. The wine lovers can explore the diversity in that the wine regions has to offer for there is ample opportunity to spend time in studying the cellar, wine processing and enjoy the final products which is the utmost satisfying for the tourists.
The Christmas in the city of Adelaide is not at all snowy as during that time of most precious time of the year tourist are found in beaches resorting on the sunny delicacies and feasting on the barbeque. The weather and climate cannot be much rewarding hence which can be prior reason for the tourists for not choosing the venue in the first place. The national parks are vibrant yet not very enticing as people find expensive at times when the footfall crosses a certain benchmark. The tourist who does not find the sporty adventurous life as a perfect hideout for the weekend also don’t get too much drawn towards the experience. The kids and families find the place very appropriate and the couples finds the other parts of Australia more happening and exciting. The place is ideal for the beach lovers however the summers are hurting during the afternoon brunch near the beach side. The whole experience may not be enthralling for people who are more concerned and wanting a cool climate for their vacation. However, winters are soothing and exciting. Some tourists find the night life not much exciting as they adore the peace in the lap of nature more amazing than the luxurious hotels and bars. Further the beach houses are expensive to splurge upon as they ensure a big hole in the pocket of the tourists. These variety of food in the heart of the city is not available at the beach houses and sometimes the tourists end up exploring the nightlife at various restaurants and bars.
The marketing strategy should integrate a pocket friendly experience keeping in mind that the quality of the service is equally maintained for the tourists. The discounts in the lean season can be an opportunity to retain customers as this is the right time to increase the tourists’ fall when the markets are bleak. The city should align the opportunities with the summer vacation of the students as it becomes necessary as it can increase the footfall of the tourists. The pricing strategy should be dynamic and not attuned to fixed structure. It can follow the demand supply patterns in order to maintain a running market over years. The complimentary dishes and comfortable rooms can be plus factor to attract the tourists. Further the proper advertisements must be followed to aware the target audience. Attractive bill boards will be an appropriate strategy which can be placed at various amusement parks and gardens. Online digital marketing through an itinerary guide will fulfill the demand of the target audience where the everyday activity of the consumers are laid forth beforehand with appropriate pictures. The images must be further valid and a small video of the place can also be provided so as to ensure that the trust and confidence of the target audience. The consumers need to inform of the detailed experience of the place so that they inform the consumers of their experiences to their peer groups (Hughes 2013). A feedback mechanism must also be reinforced as to sort the discrepancies of the consumers in a more enhanced manner. This will ensure sorting the issues from the very root itself thus smoothening the whole process.
Conclusion
The city of Adeilade provides an exemplary piece for the induced destination image for the people to explore the city life, vibrant lush green facilities like that of national parks and adventurous places where the people can stroll and enjoy the overall experience. Further the images have portrayed sentiment of the place quite aptly which should be visited to understand to capture the real experience of the image. However the tourists often ignore the valuable experience of the place has to offer as some places are quite expensive and not pocket friendly for them. The tourist should not ignore the importance of the image as it is realistic. The feeling can only be capture after visiting the place physically. The city of Adelaide forms one of the top places for furlough with family and friends.
References
Australia.com. 2018. Guide to Adelaide – Tourism Australia. [online] Available at: https://www.australia.com/en-in/places/adelaide-and-surrounds/guide-to-adelaide.html [Accessed 16 Oct. 2018].
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Chiu, Y.T.H., Lee, W.I. and Chen, T.H., 2014. Environmentally responsible behavior in ecotourism: Antecedents and implications. Tourism management, 40, pp.321-329.
Cityofadelaide.com.au. 2018. City of Adelaide | Capital City of South Australia – City of Adelaide. [online] Available at: https://www.cityofadelaide.com.au/ [Accessed 16 Oct. 2018].
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Mistilis, N., Buhalis, D. and Gretzel, U., 2014. Future eDestination marketing: perspective of an Australian tourism stakeholder network. Journal of Travel Research, 53(6), pp.778-790.
Prayag, G., Hosany, S., Muskat, B. and Del Chiappa, G., 2017. Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), pp.41-54.
Rajesh, R., 2013. Impact of tourist perceptions, destination image and tourist satisfaction on destination loyalty: a conceptual model. PASOS. Revista de Turismo y Patrimonio Cultural, 11(3).
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