Discuss About The Managerial Strategy For Tourism Development?
Tourism in Australia is a significant part of the Australian economy. The total involvement of travel and tourism to GDP (Gross domestic product) was AUD 183.2 Billion (USD136.2 Billion) and contributed 10.9% of GDP in 2016. Besides, domestic tourism is a significant component of the tourism industry because direct involvement of travel and tourism to GDP was high in 2016. Tourism Research Australia provides the research data in both domestic and foreign market which aids in decision making related to marketing and tourism industry (Australian government, 2015).
This report presents the relevant tourism issue in relation to the Australia. It also defines the evolution of Tourism from its origin to present times. Further, it discusses the different type of tourist that country target. It also evaluates the attitude of local population towards tourists. It describes the government and organization controls that affect interactions between locals and visitors. It also defines the impact of control on interaction between locals and visitors. Along with this, it explains the future hold for Australia’s tourism industry.
Following are relevant tourism issue in relation to Australia:
In Australia, shortage of skilled labor is relevant tourism issue. It is analyzed that tourism area is growing rapidly hence there is a requirement of both well trained and inspired people for tourist. There are few people in Australian tourism industry that can speak multiple languages and have proficiency in high-tech computer skills. For example, Intercontinental Sydney double bay hires especially those people who have knowledge of multiple languages and computer skills to deal with the visitors. However, employees have no good understanding about tourist statistics and how to deal with customers (Amelung, and Nicholls, 2014). As a result, inadequate education and training generates not only financial losses but also generates lost opportunities and incapability to adapt the emerging tourism issues.
There are a large number of online and front-line workforces in the travel industry who gets the minimum amount of salary hence they have the low level of loyalty towards their jobs. In addition, it discourages the employees to change their job with high extent of promptness. As a result, this high level of employee’s turnover creates complexities in training because if a person leaves the company without notice then tourist information has lost (Australian government, 2015). Furthermore, it is challenging for five-star hotels that which people are responsible for contacting with visitors and to whom visitors will contact. For example, Duxton hotel, Park Hyatt Sydney, and Four season hotel Sydney have recruited the particular person to deal with visitors in Australia. In addition, there is a high level of job dissatisfaction and customer satisfaction in the Australian tourism industry due to low recruitment, high turnover, and retention. Another reason is that there is a shortage of availability of proficient employees in travel and tourism industry (Bonsón, et. al., 2015).
Tourism is a cultural, social and economical occurrence which involves the people’s movement from a country to outside their domestic environment with the intention of personal and professional. These people are also called visitors that can be excursionists or tourists, and non-residents or residents. Further, tourism companies mainly focus on expenditures. From colonial days, travel and tourism idea has been originated in Australia. It is natural as compared to people who lived long at one from their house (Australia, 2017). Tourism is horizontal to increase the wealth and security of people and also settled down to people. When people return to old countries and visit on the kin then it refreshes old memories of them. Further, Australia has increased the awareness of its places in all over the world, especially, promoted the domestic tourism. In recent scenario, tourism is beneficial to increase the income of people because Travel and Tourism Company facilitates the private cars to large visitors to visit in different domestic places and also facilitates the three-week paid annual holiday packages to customers. In Australia, the government has introduced the long-service leave hence a large number of Australian now travels in tourist places (Australian Government, 2017). Furthermore, the government invests in the development of new and effective facilities, alteration in organization structure, and technique of tourist management, promotion, and development to promote the tourism industry.
Australia targeted a different type of people for tourist purpose, which is discussed as below:
New Zealand visitors are an essential part of Australian tourism industry because it concentrated on the short tourist packages with iconic tourist attraction places such as Gold Coast, Sydney, Cairns, and Uluru. It also visited in Zoo to view the Australian native animals like koala and kangaroo. Therefore, these target population is effective to increase the wealth of local people (Bonsón, et. al., 2015).
Another target of tourist in Australia is backpackers, especially, young people who belong to North America and Western European countries (particularly Britain). These people spend more time in Australia and tend to travel around in more of the areas. A large number of backpackers are working in holidays because it enables them to stay a long time in that country. Besides, working holiday visa in Australia is available for people who belong to 18 to 30 aged and belongs to Western European citizens. It is also available for certain developed countries like Japan, Taiwan, Canada, Hong Kong and South Area (Corporate plan, 2017).
The domestic tourism market is also targeted by the Australian government in which a large number of people are targeted who is night visitors. Domestic tourist is particularly visited on caravan and campaign sites because government facilitates the overnight accommodation. As a result, it increases the demand of tourist due to accommodating facility (Wilkinson, 2016). Australia is a leading domestic traveler due to a large amount of seaside resorts towns in each state. Further, it is situated on nearest to good surfing beaches; plentiful national parks and mountain retreats, wine growing areas, fishing places together with domestic visitation is the key tourist spot in Australia (Durand, and Fournier, 2017).
As per the view of the Local population (2010), a large number of visitors are visited in Australia hence local people should have open-mindedness towards the tourist. Some local people make negative aspects about the tourist such as the secure environment. But, a large number of people have a positive attitude towards the tourist because they feel that tourism provides economic, social and environmental benefits to them in long-term. It is analyzed that some local people see the visitors as a threat because they feel that tourist declines their own values at high extent. This perception creates difficulty for developing regional tourism. Along with this, local people make some negative perception for the tourists due to a different culture. The native people are indecisive hence they always feel that which visitor can bother them. This situation is happening because they have inadequate information regarding visitors and also have lack of contact with visitors (MacCannell, 2013). Although, tourist belongs to different religions and dressing, yet some local people always have a positive attitude towards them because they think that tourists are key earning source for them.
Australian government makes policy to influence the people to travel throughout Australia. It also promoted international tourism through marketing as it will be beneficial to gain economic benefits of Australian from tourism (Tourism Australia, 2017). It also creates a policy regarding safety and security for tourist that helps to encourage the sustainable travel and tourism industry in Australia. Local government and tourism organization both make policies regarding developing in local areas with high safety (Markovi?, and Klari?, 2015). Together with, state tourism organization aids the tourism development and marketing of tourism areas for gaining the awareness about these destinations and persuades more tourists.
There are different controlling steps and policies made by government and tourism organization in an organization. These policies enhance the interaction between locals and visitors because these policies are related to safety and security in tourist areas. These controlling measures have also created the positive experience for local population and visitors in Australia because these policies are associated with cleanness and calmness (Mason, 2015).
It is analyzed that Australian tourism industry is influential for both foreign and domestic tourists because continue tourism growth have contributed towards increasing employment and national income. Government and investors plan to add the extra weights with respect to industry’s attractiveness as it will strong growth in demand for foreign and domestic tourism for travel and tourism services. Furthermore, investment in Australian tourism industry aids the growth in infrastructure and enables the travel and tourism industry to provide effective services to tourists. The government has targeted to double the expenditure to approximately $140 billion annually on overnight tourists till 2020 (Packer, et. al., 2014). Besides, it makes different corrective action to increase the attractiveness of travel of tourism industry. In this way, it has planned to provide approximately AUD$629 million funds over 4 years.
Along with this, government maintaining the existing freezes on traveler movement charge and also plan to not increasing the charges for tourists and working holiday makers visas. It has also announced the premium clearance facilities for international tourists on their pays basis within international airports. The government has also provided approximately $115 million to develop the Western Sydney Airport together with approximately $26 million for rail improvement and $89m for other actions at the airport site. It will also provide approximately $50 million over 4 years to encourage wine tourism and Australian wine overseas (Smaranda, and Daniela, 2012). Besides, the Australian government has cut the tax that will provide economic advantages to tourism operator. In this way, it has declined the company’s tax rate to improve the travel and tourism industry. As a result, these policies have made by the Australian government to improve the travel and tourism attractiveness and to attract the tourist towards different places of Australia (Tarlow, 2016).
Conclusion
It can be concluded that there is certain relevant tourism issue in relation to Australia named Shortage of proficient employees, and Minimum Salaries, recruitment, and retention. It can be evaluated that travel and tourism providing different economic benefits from its origin to present times. In addition, it can be illustrated that Australia has targeted a different type of tourist to get the benefits from them such as international tourist, backpackers, and domestic tourist. Furthermore, it can be discussed that local population has both positive and negative attitudes towards the tourists. It is also evaluated that there are different controlling measures are initiated by organization and government that builds positivity in the interaction between locals and visitors. Further, the government has planned to invest in travel and tourism industry for future growth of Australia.
References
Amelung, B., & Nicholls, S. (2014). Implications of climate change for tourism in Australia. Tourism Management, 41, 228-244.
Australia (2017). AUSTRALIA’S HISTORY. Retrieved from: https://www.australia.com/en/facts/history.html
Australian government (2015). Australia’s International Tourism Industry. Retrieved from: https://www.pc.gov.au/research/completed/international-tourism/international-tourism.pdf
Australian Government (2017). Tourism Research Australia. Retrieved from: https://www.tra.gov.au/ArticleDocuments/185/Tourism_Investment_Monitor_2015_FINAL.pdf.aspx?Embed=Y
Bonsón, E., Royo, S., & Ratkai, M. (2015). Citizens’ engagement on local governments’ Facebook sites. An empirical analysis: The impact of different media and content types in Western Europe. Government Information Quarterly, 32(1), 52-62.
Corporate plan (2017). Tourism WA CORPORATE PLAN 2016-17. Retrieved from: https://www.tourism.wa.gov.au/Publications%20Library/About%20Us/Corporate_Plan_2016-17.pdf
Durand, C., & Fournier, S. (2017). Can Geographical Indications Modernize Indonesian and Vietnamese Agriculture? Analyzing the Role of National and Local Governments and Producers’ Strategies. World Development, 98, 93-104.
Local population (2010). Tourism theories. Retrieved from: https://www.tourismtheories.org/?p=842
MacCannell, D. (2013). The tourist: A new theory of the leisure class. USA: Univ of California Press.
Markovi?, I., & Klari?, Z. (2015). Attitudes of Local Population of Tourism Impacts on Destination Sustainability–Case of Croatia. Turizam, 19(3), 98-110.
Mason, P. (2015). Tourism impacts, planning, and management. UK: Routledge.
Packer, J., Ballantyne, R., & Hughes, K. (2014). Chinese and Australian tourists’ attitudes to nature, animals and environmental issues: Implications for the design of nature-based tourism experiences. Tourism Management, 44, 101-107.
Smaranda, S., & Daniela, M. (2012). Tourism Organization and Coordination in Australia and the Managerial Strategy for Tourism Development. Journal of Knowledge Management, Economics and Information Technology, 2(5), 1-10.
Tarlow, P. E. (2016). Issues facing the travel and tourism industry. Retrieved from: https://eturbonews.com/136067/issues-facing-travel-and-tourism-industry
Tourism Australia (2017). Who’s who in the tourism industry? Retrieved from: https://www.tourism.australia.com/en/news-and-industry-tools/resources-for-industry/whos-who-in-tourism-industry.html
Wilkinson, J. (2016). Australian federal budget to drive future tourism growth. Retrieved from: https://hotelmanagement.com.au/2016/05/04/australian-federal-budget-drive-future-tourism-growth
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