Discuss about the Tourism Planning Environment for Australian Government Agency.
The Tourism Australia is essentially considered as the Australian Government agency that is accountable for the worldwide tourism marketing (Tourism.australia.com 2016). The role of the tourism marketing is essentially to influence others to travel to as well as throughout Australia. In addition to this, the objective of the Tourism Industry is to augment the economic advantages to Australia from tourism and promote a sustainable tourism sector in Australia. However, the state governments as well as State Tourism Corporations are a government tourism industry that operates with the respective state as well as territory (Tourism.australia.com 2016). Again, the government tourism industry that functions in different state as well as territories as the state tourism corporation supports the overall development and at the same time marketing tourism destinations as well as experiences within the state that in turn can increase the overall awareness and attract the tourists. The different tourism association in Australia that the agency works with include different state tourism corporations namely; Visit Canberra, Tourism Australia, Destination New South Wales, Tourism Victoria, Tourism Northern Territory, Tourism Western Australia and many others (Tra.gov.au 2016). In addition to this, there are different regional tourism corporations that can help in establishment and at the same time promotion of superior quality tourism experience, implementation of diverse policies that can make certain maximization of tourism potential of respective region. Furthermore, the local tourism association also help in nurturing as well as strengthening different local tourism businesses by means of communicating with different regional tourism authority as well as state units that operate on behalf of diverse operators (Simao and Partidário 2012). Therefore, it can be hereby ascertained that the particular government agency operates in different levels that comprises of the state, regional as well as international level. However, there are diverse external and at the same time internal influences over the respective agency that comprises of control from the Australian governments, directives as well as laws, national market, additional Asian nations that represent the competitors of tourism industry in Australia (Angelevska-Najdeska and Rakicevik 2012). The agency also promotes different aboriginal tourism, nature based tourism, and business based events, youth as well as cruise industry.
The entire government together with different agencies are working along with different agencies to attain the overall potential of the Australian Tourism. A critical analysis of the background context of the tourism in Australia reveals the fact that the there is stiff competition along with the rise of the value of the Australian dollar that adversely affects the entire Australian tourism sector. In addition to this, the overall markets share of the entire Australian tourism sector has also declined during the last few years and the expenditure for the national tourism has lessened since the period 2000 (Tourism.australia.com 2016). Along with the government units, the tourism industry has the need to operate towards the Tourism Industry Potential (2020). However, the priorities of the tourism industry comprises of investment in different advanced products that can promote productivity and lead to overall advancement of the digital technology (Morrison 2013). This also helps in addressing different shortages in labour as well as skill sets that can influence the overall product and at the same time quality of the service. The government agency of tourism that is the Tourism Australia implements different work programs that can in turn evolve over a period as different issues of national importance have the need for attention from different governing units with research highlighting different areas that requires action (Murphy 2013)
Figure 1: Importance of tourism industry
(Source: Tra.gov.au 2016)
As per the annual report of Tourism Australia, the important disputes consists of the stiff competition from other nationwide tourism corporation, especially in Asia where there is considerable increase in expenditure and attempt to emphasize trendy tourism destination. Again, the annual report also mentions the challenge such as the evolving consumer behaviours, dividing different media channels as well as audience. Again, the dependable channels cannot provide the appropriate size along with quality spectators observed in the earlier period (Altinay et al. 2015). Additionally, the erstwhile challenge according to the annual report consists of the escalating consumer demand for instantaneous in addition to personalised information. However, this requires usual updating of both mobile as well as digital platforms. Again, the Australian Tourism also depends on aviation for bringing different tourists to the shores and the bilateral contracts also become close to the potential that can affect the overall potential of growth (Briassoulis et al. 2013).
The statement of the need illustrates in detail the reason behind the need of the plan, the role of the overall government. Again, the critique of the statement need also expounds in stakeholders of the respective tourism industry in Australia. Again, the statement of the need also explains the important trends that can influence the overall issue along with the challenges and the way the government agency can react to the issues. In addition to this, the critical analysis of the statement of the need also explains in detail the probable reasons behind the government intervention. Nevertheless, the statement need also expounds in detail the favourable effects along with the advantage or else the outcomes of the identified plans. The “Tourism Australia” governed by the Australian government agency is essentially accountable for the entire tourism sector that in turn can resolve different issues as well as difficulties that are existent in the specific tourism sector. The evaluation of the statement of need reveals the fact that the agency needs to offer different grants and at the same time subsidies to the tourism industry. This can ensure that the prices of the services can be decreased and greater number of tourists can be attracted by the lower prices. However, the government agency can thereby implement different grant programs for augmenting the entire tourism industry. This has led to the implementation of different tourism development programs that can measure the progress as well as achievements as against the Australian Government programs that can help in increasing the demand and developing the overall industry (Lew 2014). As per the response to the statement of the need, the Tourism Australia established different updated version of the Australia.com during the year 2015. Again, the advanced versions of the international tourists provide personalised as well as relevant content based on the domestic nation as well as interests.
As part of Tourism Australia’s digital transformation programme, we launched an upgraded version of australia.com in early 2015. The new version of australia.com now offers international travellers more personalised and relevant content, depending on their home country and interests. In a bid to augment awareness as well as participation in diverse Indigenous tourism ability, Tourism Australia along with Austrade collaborated to generate an encouraging three-minute movie “Aboriginal Australia”. Tourism Australia also continued to uphold the entire social media agenda that can encourage individuals to enjoy holidays in Australia. The table below shows different programs that are presented in response to the statement need.
Figure 2: Australian government program performance
(Source: Tra.gov.au 2016)
The critical analysis of the possible scope of the respective plan reflects the economic approach that can facilitate the overall confidence of the particular tourism sector. In addition to this, the land use approach also helps in the utilization of diverse resources. The Tourism Australia also declared different renewed affiliation with corporations such as Virgin Australia and Etihad Airways. The appropriate instruments that can be suitable for the plan comprises of the evaluation instrument and the price break apparatus. In addition to this, this can increase the base of the customers that is very important for the maintenance of the competitive prices of the in order to attract the customers and select Australia as an important tourist destination (Cooper 2013). The critical analysis of the scope also reveals the fact that the there can be more effective instruments that comprises of the advocacy, capital, government action as well as legal compliance. The different types of resources that comprises of both physical as well as human resources that help in the accomplishment of the plan that aims at augmentation of the tourism. Again, the types of the resources that help in the attainment of the objective also have different advantages as well as disadvantages. The benefits include augmentation of the number of visitors, sustainability of the tourism sector, and increase in the Gross Domestic Product as well as increased employment, whereas the disadvantage refers to the increased competition (Fletcher et al. 2013).
The critical analysis of the proposed process that mentions about detection of different areas that have the need for improvement in different development regions, scrutiny of different transforming contexts, governing units as well as the related industry it is related to. The proposed process explains the innovative programs for increasing the number of visitors, allocation of different resources as well as implementation of different inventive plan. The proposed process is lessening the prices, augmenting different service standards and assisting the consumers with different valuable services as well as hospitality (Holden 2016). Again, the proposed process also comprises of different authorities such as the governing bodies as well as different market authorities that can be referred to for achieving the primary objectives of the agency. In addition to this, the process implementation also refers to the implementation of the budget, innovative time schedules as well as authorities that are essentially responsible for the respective plan. The process of review also refers to the process of evaluation undertaken by different analysts as well as professionals from diverse perspectives that include the monetary perspective as well as the competition perspective of the actions of the agency. Nevertheless, the degree of success of the proposed plans can also be determined by the identical schemes that were applied in the earlier period in the particular nation otherwise in different nations.
References
Altinay, L., Paraskevas, A. and Jang, S.S., 2015. Planning research in hospitality and tourism. Routledge.
Angelevska-Najdeska, K. and Rakicevik, G., 2012. Planning of sustainable tourism development. Procedia-Social and Behavioral Sciences, 44, pp.210-220.
Briassoulis, H. and Van der Straaten, J. eds., 2013. Tourism and the environment: regional, economic, cultural and policy issues (Vol. 6). Springer Science & Business Media.
Cooper, C., 2013. Essentials of tourism. Pearson Higher Ed.
Fletcher, J., Fyall, A., Gilbert, D. and Wanhill, S., 2013. Tourism: principles and practice. Pearson Higher Ed.
Holden, A., 2016. Environment and tourism. Routledge.
Lew, A.A., 2014. Scale, change and resilience in community tourism planning. Tourism Geographies, 16(1), pp.14-22.
Morrison, A.M., 2013. Marketing and managing tourism destinations. Routledge.
Murphy, P.E., 2013. Tourism: A Community Approach (RLE Tourism). Routledge.
Simão, J.N. and Partidário, M.D.R., 2012. How does tourism planning contribute to sustainable development?. Sustainable development, 20(6), pp.372-385.
Tourism.australia.com. 2016. Tourism Australia corporate website. [online] Tourism.australia.com. Available at: https://tourism.australia.com [Accessed 29 Sep. 2016].
Tra.gov.au. 2016. Tourism Research Australia – Home. [online] Available at: https://www.tra.gov.au [Accessed 29 Sep. 2016].
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