1) Introduction (to be completed as a group and based on your website analysis):
In 100 words or less, name your destination, the key issue facing your destination, the target market for the strategy and overview the three sections of the strategy.
This is a destination management strategy for the Gold Coast. The target market for this strategy is families with young children that represent 46% of the overnight visitors to the Gold Coast. This strategy seeks to address the provision of night-time entertainment for this market. In doing so, transformative experiences in the destination and key competitors are analysed and a market strategy to attract this market is presented.
2) Transformative Experiences Defined (1500 words Student A)
a. An overview of the term transformative experience (as an extension of the experience economy). Describe how this approach can improve what tourist experience and thus improve operator competitiveness.
b. Case study - provide a more detailed case study of ONE tourism offering (e.g., tour provider, visitor attraction) that demonstrates how the provision of transformative experiences occurs in your destination for your target market and that addresses the issue you identified for your destination.
c. How can the DMO facilitate the creation of transformative experiences in your destination?
3) Audit and Competitor Analysis (1500 words Student B)
a. Conduct an audit of the existing transformative providers (and the experiences) in the destination and report your findings.
b. Undertake a destination competitor analysis and report your findings (comparing your destination with two other destinations competing for the same target market as your destination. Answer the question - what is unique about your destination in terms of offering particular transformative experiences?).
c. Make three recommendations to the DMO on how they could improve transformative experiences in the destination.
4) Marketing Strategy (1500 words Student C)
a. Identify existing tourism strategies and policies that relate to the transformative destination management strategy that you are developing for your destination.
b. Identify and briefly describe a potential target market for the marketing strategy.
c. Provide a destination marketing strategy (e.g., advertising, sales promotion, public relations, personal selling) that focuses on one potential target market for the transformative experience (identify in Part 1) in the destination.