PEST Analysis For Tourism And Travel In Cook Island

Domestic TGR-TDR

Discuss about the Tourism and Travel for Pest Analysis.

Cook Island is an island-country located in South Pacific Ocean. This country comprises 15 small countries. The total area of this country is 240 so. km. New Zealand maintains the foreign affairs and defense responsibilities of this country. Cook Island is majorly dependant on is tourism industry because it is the major contributor to the GDP of this country almost 67.5%. A PEST analysis can help to understand the different factors that play influential role for this travel destination.

• Political: Cook Island has the parliamentary system with the representative democracy. New Zealand has the state relationship with this island; thus the head of the state is the queen of the New Zealand. Cook Island is self-governed country, however, the primary responsibility of the external affairs lies with the New Zealand governments. There is no such tensed situation in this island that can cause trouble the tourism industry. There are different administrations for the 15 islands and they work cooperatively. This country holds a positive democratic relationship with the other powerful countries like French and America. Thus, travelers across the world are welcomed warm-heartedly by the Cook Island. Political factors are not arrayed with the travel and tourism industry and its development.
• Economic: Economy of the Cook Island is heavily affected by its geographic position. As it is isolated from the international market it depends on the limited resource for the economic development and revenue collection. The tourism industry is dominant when it comes to the source of income. Economic constraints have resulted into facts such as poor infrastructure, inadequate opportunity for the manufacturing etc. moreover, the natural disaster is one of the reasons due to that this country suffers a lot and become economically weak. However, New Zealand is the greatest reliever for Cook Island to help it by providing financial aid. Among others, China has spread its helping hand in several projects for this island.
• Socio-economic: Social culture is one of attraction for this island country. Various dancing, singing style in traditional lyrics and tunes have enriched the cultural ethnicity that has, in turn, become the center of attraction for the foreign people. Apart from that, wooden artwork, weaving and carving have its own recognition in the world. Tivaevae is one of the significant handmade artwork of the Cook Island. These are actually handmade quilts that also include the patchwork of the scenery of the islands. All these artworks have also given a boost to the income as these are popular among the tourists.
• Technological: Cook Island is not technologically sound. Its economic weakness and geographic location have adversely affected the technological flourishing for this country. Another important element is the frequent natural calamities those are also an array of the technological development. However, Cook Island has been focusing on the development of the technological advancement taking help from other countries.

According to, Neil Leiper, there are three elements that directly influence the tourism industry.

The human element: Tourist comes under this criterion. It is obvious that a place can be recognized as the tourist destination if people have shown interest in that particular region.

Geographical element: This section of the Leiper’s model involves three parts like-The Generating Region (TGR), The Destination Region (TDR) and Travel Enroute. TGR detects such regions that are the source for the potential demands of the tourism industry; whereas TDR defines the region that attracts the tourists to stay temporarily in that location. Transit route is the paths that link the TDR with the TGR.

Industrial element: Industrial element involves marketing, accommodations, attractions, tourism regulations and various tourist services that have a major impact on the tourism development.

For this assignment, Broome has been chosen as the TDR for the Australian travelers. Broome is coastal town of Western Australia.

SWOT analysis:

Strength: ·         Spectacular scenic beauty ·         The phenomenon of horizontal fall that is caused by the tidal currents ·         Famous cable beach ·         Dinosaur prints of 130 years old in Town beach (Gantheaume Point), that is also recognized for the staircase to the moon. ·         Bird watching in the Roebuck bay ·         Famous pearl and diamond industry ·         Riding on a camel off to the sunset

Weakness: ·         Unpredictable nature of weather. This region is open to cyclones as well as summer thunderstorms and erratic rainfall. High humidity in the wet season is also common. ·         Less promotion of Broome. This location is not so popular among mass except a particular group of travelers who are ready to go with anywhere with their backpacks. ·         Adverse social situation; violence and anti-social activities by the drunken people has resulted in harassment of the tourists leading to disappointment among them for this tourist destination.

Opportunity: ·         Appropriate promotion of Broome can be helpful to make it more popular among the tourists. ·         Untouched wilderness of Broome is the plus point that can draw the attention of the nature lovers. ·         Provision of basic amenities and accommodation can give a boost the tourism industry.

Threats: ·         The government has taken a number of initiative to promote industrialization in this region. It can affect the wildlife as well as the natural beauty which is the main attraction for Broome. ·         Though it is a tourist spot but insensitive and unscientific activities can harm the ecosystem of the Broome.

To overcome the weakness tourism development authority should take the promotion of the strength of this location seriously. During the promotion, they can also advertise about the perfect season to visit this place. Apart from that, description of the hospitality must be involved during the promotion so that Broome can be a perfect TDS. To uplift the social practices, administrative follow-up and assistance necessary.

Scientific tourism such as eco-tourism is the ultimate way to prevent attrition of natural resources while developing the tourism industry.

Both the strength and opportunities of the Broome can be exploited by holding campaign, promotion, superior quality of the hospitality service, adventurous and fun activities and interesting packages for the tourists.

The tourism industry is playing a major part in the economic growth of the company. Statistical report ids the evident that emerging sector of Australian tourism industry has been greatly facilitated by the large number of Chinese visitors and others form the countries like United Kingdom, Singapore, Japan, Korea etc. 3 major steps that has helped in growth of inbound tourism are:

• Establishment of luxury accommodation in every corner of the country whether it is a remote place or a populated town. Tourists can find a cozy and comfortable room for the stay. This facility was not so accessible in past years. Australian tourism authority has invested sufficient resources for the up gradation of the infrastructure, fundamental facilities and mainly the accommodation. This step has resulted into tourists looking for traveling into the dispersed location in present years.
• Another important initiative that had helped the country to draw more travelers and make them staying in the country for a longer period is the improvement of the transportation. In last 10 years, concerned authorities have developed new highways and rail paths that have in turn connected interior places with the towns. Tourists who are interested in staying nights in the city or towns can easily return back to such a one after enjoying the pleasure of the natural beauty in some remote location.
• The Australian government has adopted such an approach that has narrowed down a headache regarding the visa accessibility. Most of the countries require a full visa prior to the entry of the tourist into that country. However, for Australia, people only need to apply for the e-Visitor Authorization through online procedures. if the tourist is from any countries of European Union, Schengen Area etc. For citizens from East Asian Countries and OECD have to apply for Electronic Travel Authority Authorization. Not only this there are also additional facilities like working permit in holidays. Australian authorities have allowed the foreigners to avail the working holiday visas that permit them to work on the national holidays of Australia. This step has influenced many young travelers to stay long back in the country and explore more of it.

SWOT analysis

The selected tourist generating region or TGR is the New South Wales.

To conduct the research primary research should be conducted and sampling should be done randomly. Primary research will require surveying on the travelers for a certain period of time. Primary research helps to gather the information on the practical aspects and opinions of the people. For the primary research method several questions can be surveyed among the domestic travelers such as:

1. What is the purpose for traveling to the New South Wales?
2. How long the travelers travel for?
3. Where are the travelers coming from?
4. What type of accommodation does the traveler want?
5. What type of transport travelers use?
6. How much money travelers are going to spend?
7. What are the areas travelers spending their money on?

The survey can be conducted on a quarterly basis for a year to understand the most preferred period for traveling to the tourists. As the survey will be held among people regardless of background, age, gender and occupation the trend of the traveling can also be obtained by this survey.

Apart from this, another method to have the information from this research is measuring the expenses, done by the overnight visitors and expenditures from the same day visitors. It will help to get an idea of the investment of the domestic travelers for a particular region that can, in turn, help the authority to look for the area of development so that people get attracted to stay for a long period.

Cook Island is an island-country located in South Pacific Ocean. This country comprises 15 small countries. The total area of this country is 240 so. km. New Zealand maintains the foreign affairs and defense responsibilities of this country. Cook Island is majorly dependant on is tourism industry because it is the major contributor to the GDP of this country almost 67.5%. A PEST analysis can help to understand the different factors that play influential role for this travel destination.

• Political: Cook Island has the parliamentary system with the representative democracy. New Zealand has the state relationship with this island; thus the head of the state is the queen of the New Zealand. Cook Island is self-governed country, however, the primary responsibility of the external affairs lies with the New Zealand governments. There is no such tensed situation in this island that can cause trouble the tourism industry. There are different administrations for the 15 islands and they work cooperatively. This country holds a positive democratic relationship with the other powerful countries like French and America. Thus, travelers across the world are welcomed warm-heartedly by the Cook Island. Political factors are not arrayed with the travel and tourism industry and its development.
• Economic: Economy of the Cook Island is heavily affected by its geographic position. As it is isolated from the international market it depends on the limited resource for the economic development and revenue collection. The tourism industry is dominant when it comes to the source of income. Economic constraints have resulted into facts such as poor infrastructure, inadequate opportunity for the manufacturing etc. moreover, the natural disaster is one of the reasons due to that this country suffers a lot and become economically weak. However, New Zealand is the greatest reliever for Cook Island to help it by providing financial aid. Among others, China has spread its helping hand in several projects for this island.
• Socio-economic: Social culture is one of attraction for this island country. Various dancing, singing style in traditional lyrics and tunes have enriched the cultural ethnicity that has, in turn, become the center of attraction for the foreign people. Apart from that, wooden artwork, weaving and carving have its own recognition in the world. Tivaevae is one of the significant handmade artwork of the Cook Island. These are actually handmade quilts that also include the patchwork of the scenery of the islands. All these artworks have also given a boost to the income as these are popular among the tourists.
• Technological: Cook Island is not technologically sound. Its economic weakness and geographic location have adversely affected the technological flourishing for this country. Another important element is the frequent natural calamities those are also an array of the technological development. However, Cook Island has been focusing on the development of the technological advancement taking help from other countries.

According to, Neil Leiper, there are three elements that directly influence the tourism industry.

The human element: Tourist comes under this criterion. It is obvious that a place can be recognized as the tourist destination if people have shown interest in that particular region.

Geographical element: This section of the Leiper’s model involves three parts like-The Generating Region (TGR), The Destination Region (TDR) and Travel Enroute. TGR detects such regions that are the source for the potential demands of the tourism industry; whereas TDR defines the region that attracts the tourists to stay temporarily in that location. Transit route is the paths that link the TDR with the TGR.

Industrial element: Industrial element involves marketing, accommodations, attractions, tourism regulations and various tourist services that have a major impact on the tourism development.

For this assignment, Broome has been chosen as the TDR for the Australian travelers. Broome is coastal town of Western Australia.

SWOT analysis:

Strength: ·         Spectacular scenic beauty ·         The phenomenon of horizontal fall that is caused by the tidal currents ·         Famous cable beach ·         Dinosaur prints of 130 years old in Town beach (Gantheaume Point), that is also recognized for the staircase to the moon. ·         Bird watching in the Roebuck bay ·         Famous pearl and diamond industry ·         Riding on a camel off to the sunset

Weakness: ·         Unpredictable nature of weather. This region is open to cyclones as well as summer thunderstorms and erratic rainfall. High humidity in the wet season is also common. ·         Less promotion of Broome. This location is not so popular among mass except a particular group of travelers who are ready to go with anywhere with their backpacks. ·         Adverse social situation; violence and anti-social activities by the drunken people has resulted in harassment of the tourists leading to disappointment among them for this tourist destination.

Opportunity: ·         Appropriate promotion of Broome can be helpful to make it more popular among the tourists. ·         Untouched wilderness of Broome is the plus point that can draw the attention of the nature lovers. ·         Provision of basic amenities and accommodation can give a boost the tourism industry.

Threats: ·         The government has taken a number of initiative to promote industrialization in this region. It can affect the wildlife as well as the natural beauty which is the main attraction for Broome. ·         Though it is a tourist spot but insensitive and unscientific activities can harm the ecosystem of the Broome.

To overcome the weakness tourism development authority should take the promotion of the strength of this location seriously. During the promotion, they can also advertise about the perfect season to visit this place. Apart from that, description of the hospitality must be involved during the promotion so that Broome can be a perfect TDS. To uplift the social practices, administrative follow-up and assistance necessary.

Scientific tourism such as eco-tourism is the ultimate way to prevent attrition of natural resources while developing the tourism industry.

Both the strength and opportunities of the Broome can be exploited by holding campaign, promotion, superior quality of the hospitality service, adventurous and fun activities and interesting packages for the tourists.

The tourism industry is playing a major part in the economic growth of the company. Statistical report ids the evident that emerging sector of Australian tourism industry has been greatly facilitated by the large number of Chinese visitors and others form the countries like United Kingdom, Singapore, Japan, Korea etc. 3 major steps that has helped in growth of inbound tourism are:

• Establishment of luxury accommodation in every corner of the country whether it is a remote place or a populated town. Tourists can find a cozy and comfortable room for the stay. This facility was not so accessible in past years. Australian tourism authority has invested sufficient resources for the up gradation of the infrastructure, fundamental facilities and mainly the accommodation. This step has resulted into tourists looking for traveling into the dispersed location in present years.
• Another important initiative that had helped the country to draw more travelers and make them staying in the country for a longer period is the improvement of the transportation. In last 10 years, concerned authorities have developed new highways and rail paths that have in turn connected interior places with the towns. Tourists who are interested in staying nights in the city or towns can easily return back to such a one after enjoying the pleasure of the natural beauty in some remote location.
• The Australian government has adopted such an approach that has narrowed down a headache regarding the visa accessibility. Most of the countries require a full visa prior to the entry of the tourist into that country. However, for Australia, people only need to apply for the e-Visitor Authorization through online procedures. if the tourist is from any countries of European Union, Schengen Area etc. For citizens from East Asian Countries and OECD have to apply for Electronic Travel Authority Authorization. Not only this there are also additional facilities like working permit in holidays. Australian authorities have allowed the foreigners to avail the working holiday visas that permit them to work on the national holidays of Australia. This step has influenced many young travelers to stay long back in the country and explore more of it. 

The selected tourist generating region or TGR is the New South Wales.

To conduct the research primary research should be conducted and sampling should be done randomly. Primary research will require surveying on the travelers for a certain period of time. Primary research helps to gather the information on the practical aspects and opinions of the people. For the primary research method several questions can be surveyed among the domestic travelers such as:

1. What is the purpose for traveling to the New South Wales?
2. How long the travelers travel for?
3. Where are the travelers coming from?
4. What type of accommodation does the traveler want?
5. What type of transport travelers use?
6. How much money travelers are going to spend?
7. What are the areas travelers spending their money on?

The survey can be conducted on a quarterly basis for a year to understand the most preferred period for traveling to the tourists. As the survey will be held among people regardless of background, age, gender and occupation the trend of the traveling can also be obtained by this survey.

Apart from this, another method to have the information from this research is measuring the expenses, done by the overnight visitors and expenditures from the same day visitors. It will help to get an idea of the investment of the domestic travelers for a particular region that can, in turn, help the authority to look for the area of development so that people get attracted to stay for a long period.