The objectives of report are identified as the basic idea to generate the research questions specifically for providing topic in the proper direction. But, identifying the suitable report topics is the most important aspect which is required to be discussed. We have analyzed the report and structured report in the form of literature review, policy review in which system definition, philosophy values, vision, development, competitive analysis, monitoring and evaluation of destination management is covered. The assignment is concluded by targeting the report to discuss the data of sunshine coast.
For the research process, the main topics are specified below:
We have selected Sunshine Coast as a tourism destination. The main aim of this report is to analyze the destination strategies as well as policies that we have to maintain in destination management in a given tourism destination. The major role of destination management is discussed in this assignment. Local resources are discussed about destination management in this assignment. All necessary frameworks are discussed to find out the growth and data as well as resources are collected.
The literature review is identified as the most specific method to define the research aspects in the most prominent manner by using different articles and journals. The wide range of articles and journals are specified for the global risk in context to the business perspectives. Some of the common and most admired articles and journals are specified below with proper explanation. Important points which are to be discussed in context to destination management are given below:
A vision statement reveals the perfect image of the association in the prospect. It helps to create a crucial point for the strategic planning and also they are bounded around the time. Forming a perfect and clear strategic vision for an organization is a difficult undertaking for any industrialist. Whether an organization desires to double their revenue, create any new thing, change the world, make nearby people happy, or do anything which is worthy, the organization need to find out a correct path. The requirement is to achieve a sustainable growth; any organization has to set up a vision with the clear goals(Smith, 2016). To achieve growth one must go through some basic factors that are involved in vision:
Profit: Maximizing the return to their respective shareowners while being aware of the responsibilities.
People: The place must be great to work or hangout and the people must get inspired to be the best.
Portfolio: An organization must bring to the world a charming portfolio of nearby things which can anticipate and satisfy the peoples; desires as well as their requirements.
Good vision statements always consider some basic components while planning the strategy and the components are given below:
Branding can be simply defined as a logo or the trademark. It incorporates number of components which are working together to form the concept of destination brand. Branding is the major aspect of small as well as large business. The branding is required for the recognition, trust, advertisement, unity, and loyalty(Williams, 2018). The recognition of brand must be very strong that it can be named by looking at the logo. For making a positive relationship between the business and customers, branding is required. Branding also maintains the trust factor among the organization and the respective customers. Advertising simply comes as the part of branding which is used to send the messages to the entire world for the purpose that the customers must see and hear about the idea or plan. The loyalty factor always adds a value to the plan. Value always comes from fulfilling the promises, as well as branding. Therefore, branding plays an important role while fulfilling the strategic plan which an organization has made to reach their goals.
Development can be defined as creating the strategies and plans to boost up, develop and encourage the business so that it can grow. A development plan must include continuous improvement, increased communication, development of the employees, enhancement in services and increased profit. An organization must keep on improving their business and method of services so that more and more loyal customers can join. The goal behind the improvement in communication is to support the employees to share the major goals and values of the organization(Root, 2018). The development of any organization somehow increases the innovation of the products or services by making use of competitive analysis, market research as well as consumer expectations and inclination. The development is required for the change in organization, growth, working process and innovation in the offered services and products(eXplorance Inc. , 2013).
Competitive analysis generally comprises of all the components which you are working with to implement the policy such as stakeholders, related associations, local government, and country government. By analyzing the competition analysis, the organization gets to know about the behavior, and step taken by the rivalry organizations. Competitive analysis is required because it helps to categorize the competitors. One can categorize the competitors in three aspects:
Another main requirement for competitive analysis is to identify the marketing position of their competitors. One must know about the services offered by their competitors at what prices so that you can make a difference by offering something good at affordable prices to get more and more customers.
In order to conduct a competitive analysis, the organization must know:
All the above things are required to be calculated while analyzing the competition in the market.
Monitoring is used to check out whether the conditions which are set in the strategy are being appropriately implemented. The purposes of monitoring and evolution include accountability to the funding agencies, partners as well as beneficiaries, informing the strategic directions, to make changes within the plan if it is necessary, informing the operational directions, to make certain changes if required and empowering the key stakeholders. Monitoring and evolution is basically required to ensure the cost as well as timing of the project on which an organization is working (UNITAR, 2017).
Tourism is both a major financial activity as well as lifestyle driver for the Sunshine Coast tourism area, and visitor expenses impact various key regional economic sectors. The Sunshine Coast tourism area is situated among the Glasshouse Mountains in the south and in skip Peninsula situated in the north, is documented as Queensland’s appreciated holiday destination, where the blend of coastal as well as locality experiences have twisted a way of life which is known as the desire of Australia. Sunshine coast provides the travel guides, and various deals to explore the nearby areas.
There are numerous destination strategies that are to be followed to raise the market growth of the sunshine coast. Such strategies comprise of the release of the varied range of the tourism products and activities which include ecotourism, venture and also the family products to gratify for existing as well arising markets through with mentoring and hold up programs. Sunshine coast tourism plan basically helps to promote the destination. The visitors will get memorable experiences and consist of sustainable tourism industry (Council, 2018). The plan will help out to achieve the Queensland’s 2020 target goal of doubling the overnight visitor expenses to $30 billion by the year 2020, the Sunshine Coast tourism area will have to put in approximately $3.9 billion towards the target 2020. In order to fulfill this, a designed approach is necessary to strap up the key market section to drive the growth in the region. The policy review consists of certain points which help to refine the plan of Sunshine Coast. Sunshine Coast Destination Tourism Plan has been organized to offer the ultimate route for tourism as well as events in the Sunshine Coast sightseeing region towards 2020, accenting the resources that are required to attain the 2020 target and also create a sustainable as well as viable tourism and other event destination (Council, 2018).
Sunshine Coast forms a perfect as well as clear strategic vision and documented as one of the leading stimulating holiday destination in Australia. This vision of the Sunshine coast is based on the four main pillars that include welcome, lifestyle, nature of Sunshine coast, and community. From past few years it was analyzed that they have add on new packages and start focusing on celebrating beautiful sunrise, healthy lifestyle and also living the dream. Sunshine coast has made certain changes in their plan such as they differentiate the packages according to requirement of the customers. They have added the packages for nature lovers, cultural travelers, Gourmet travelers, adventure seekers, and incentive packages for business events (Council, 2018). This will totally make a huge growth in their business as they have set up these different packages and the customer can themselves choose their package which set up in their need and budget. In terms of growth, they collaborate with the Sporting Stadium in Australia to attract major national as well as international sporting events. They also collaborate on the progress of a many new conference centers to offer and attract key business and intellectual events. Also, Sunshine coast have set up a target plan to accomplish the target of $3,933,799,743 till 2020. The current expenditure by market segment is more than $2,500,000,000 and they have planned the strategies to increase the expenditure by market segment by 2020 up to $4,000,000,000 (Sunshine Coast, 2018).
The Sunshine Coast is in a very strong position presently to capture the leadership status for quality in destination branding, experience as well as social interaction. With the proper advertisement and offered policies and services, Sunshine coast get a huge crowd in the time of holidays especially. Sunshine Coast welcomes various customer service programs that can be explored along with other best practice of customer service provided by them. The branding strategy of Sunshine coast involves recognition, advertisement, trust and loyalty. The logo of Sunshine coast made a relationship between the customers and business. The terms and conditions set their position great position in the market. What they advertise, that they provide to the customers. Customers never get disappointed with the services of Sunshine Coast. To maintain their position in the market, they keep on advertising their new policies and packages so that they can reach out to more and more people.
To achieve the 2020 set target of making the revenue double overnight to about $30 billion, the Sunshine Coast tourism region will have to add up about $3.9 billion towards the target of 2020 to set up a development plan and have to add new services that can attract more customers to this place. In order to accomplish this, the key market segments must be harnessed to drive development in the region. The Sunshine Coast’s day visitors plan plays a very important role in the future growth accounting. Sunshine coast plans to develop the growth of visitors to about 15% in the day trip plan (Dionysius, 2017).
The competitive analysis of Sunshine coast plan has worked on analyzing the strategies that are used by their rivals. Sunshine coast start supporting the development of the iconic experiences based on nature so that they can provide a competitive advantage to their rivals and grow the investment in future. Sunshine coast has started working with QPWS to simply prioritize their investment in the infrastructure of parks so that they can deliver maximum amount of return to the economy of visitors (Awerbuch & Kleinberg, 2014).
Sunshine coast tourism has started improving their performance through with the help of evaluation of supporting the adaptive management (Mangoyan & Thomsen, 2016). They have implemented the accountability for 37% of the total employment and keeps on monitoring their plan so that they can get highest revenue and increase the sale especially in the time of holidays. Sunshine coast also monitories the upcoming changes in environmental conditions so that they can provide the services to their respective customers accordingly. Sunshine coast maintains a proper plan in terms of nature and other aspects and keeps on evaluating the things with time (Jacobson, Carter, Jacobson, & Smith, 2014).
Conclusion
In this report we get to know about the main tourism sector and the management of the particular destination. The plan will help out to achieve the Queensland’s 2020 target goal of doubling the overnight visitor expenses to $30 billion by the year 2020, the Sunshine Coast tourism area will have to put in approximately $3.9 billion towards the target 2020. In order to fulfill this, a designed approach is necessary to strap up the key market section to drive the growth in the region. The major role that destination management plays is to manage and support the combination of various resources. Destination management helps to create products for specific market segment. The changes that have to made within Sunshine coast document plan is to decrease the high coasting so that more and more are attracted towards this place and can reach during the holiday time. Planning of the development is quite necessary to manage the expected visitors all over the world. This may include the additional rooms, parking area, great infrastructure as well as public place infrastructure so that more and more visitors are attracted towards it and the target of this destination is achieved.
References
Awerbuch, H., & Kleinberg, R. (2014). Competitive Collaborative Learning. Retrieved from https://pdfs.semanticscholar.org/e447/bb695e22e2656fca4abc62968ccd21663e39.pdf
Council, S. C. (2018). Sunshine Coast Planning Scheme 2014. Retrieved from www.sunshinecoast.qld.gov.au: https://www.sunshinecoast.qld.gov.au/planningscheme/
Dionysius, S. (2017, December). ‘Peak’ development: Coast is finally getting enough housing . Retrieved from https://www.sunshinecoastdaily.com.au/news/peak-development-coast-is-finally-getting-enough-h/3284506/
eXplorance Inc. . (2013, November). 5 Key Benefits of Organizational Development. Retrieved from https://explorance.com/2013/11/5-key-benefits-organizational-development/
Ferenzi, K. (2018). How to Conduct a Competitive Analysis for Your Online Business. Retrieved from https://www.bigcommerce.com/blog/how-perform-competitive-analysis/
Hoffman, B. (2016, March). 10 contentious developments on the Sunshine Coast . Retrieved from https://www.sunshinecoastdaily.com.au/news/eyes-on-key-development/2963525/
Jacobson, C., Carter, R., Jacobson, C., & Smith, T. (2014, March). Monitoring and evaluation for adaptive coastal management. pp. 51–57. Retrieved from https://www.researchgate.net/publication/260008670_Monitoring_and_evaluation_for_adaptive_coastal_management
Mangoyan, R., & Thomsen, D. (2016). Prioritising Coastal Adaptation Development Options for Local Government. Retrieved from https://www.sydneycoastalcouncils.com.au/sites/default/files/litreview.pdf
Queensland Government. (2018). Create a business vision. Retrieved from www.business.qld.gov.au: https://www.business.qld.gov.au/starting-business/planning/business-planning/vision
Root, G. (2018). The Importance of Organizational Development. Retrieved from https://smallbusiness.chron.com/importance-organizational-development-11904.html
Smith, G. (2016, March). 7 Reasons Your Company Needs a Clear, Written Mission Statement. Retrieved from https://www.glennsmithcoaching.com/7-reasons-your-company-needs-clear-written-mission-statement/
Sunshine Coast. (2018). Strategy and plans: Creating a sustainable and competitive tourism and events destination. Retrieved from www.visitsunshinecoast.com: https://www.visitsunshinecoast.com/Corporate/About-us/Strategy-and-plans
UNITAR. (2017). Monitoring and Evaluation Policy Framework. Retrieved from https://www.unitar.org/sites/default/files/uploads/pprs/monitoring-and-evaluation_revised_april_2017.pdf
Williams, J. (2018). The Basics of Branding: Learn what this critical business term means and what you can do to establish one for your company. . Retrieved from https://www.entrepreneur.com/article/77408
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