One of the most popular destinations in Australia is the Great Barrier Reef, which is located in the coastal region of Queensland. It is a 2300 km long natural ecosystem which is the largest coral reef system in the world. Due to its natural significance, this region is the source of diverse range of tourism operation. The destination offers a wide range of tourism adventure sports for the visitors, which include Scuba Diving, snorkeling, Helicopter and aircraft ride, bare boat travel, submarine ride and cruise ship.
The tourism of the region is controlled by the Great Barrier Reef Marine Park authority, which also have the licence to operate and provide permission to the tourists for visiting the place. Since the year 1950, the tourism industry in the Great Barrier Reef has been able to attract millions of global tourists. It is currently one of the World Heritage site due to its natural significance. Report has been published by Queensland tourist development board, which reported visit of near about 5000 tourists (Authority, 2014).
In the later period, after the incorporation of Technology and worldwide increasing popularity of adventure sports tourism, the popularity of Great Barrier Reef has increased to a great extent. The total number of tourism companies that are associated with business development of Great Barrier Reef national park has also increased rapidly. In the year 1968 there were just 12 companies associated with the tourism business. However after 2000, the total number of Companies associated with the tourism industry of great period National Park had increased to 800. Since early 1980s, the total numbers of visitors have also increased rapidly. In the current period, it is estimated that nearly 1.6 million tourist visit the destination from all over the globe ("Great Barrier Reef | australia.gov.au", 2017).
In terms of financial income, the total revenue earned from the tourism industry of Great Barrier Reef is calculated to be over 650 million dollar (Shafer & Inglis, 2000). The Carnis city is the largest attractive place of the national park, which accounts for nearly 75% of the total tourists. The place also has a record of attracting the highest number of foreign tourists in Australia. It is believed that nearly 40% of the entire tourists that visit in Great Barrier Reef are from foreign Nations. This is the major cause of tourism development of the region ("Great Barrier Reef | australia.gov.au", 2017).
The aim of the current report is to analyse the ways that can be implemented in order to improve the tourism development market for Great Barrier Reef National Park. The study will mainly highlight up on the accommodation business that are associated with the chosen tourist destination of Australia that is meant for all the tourists of Australia. Proper marketing plan will be developed that will help to maintain the economic growth of the tourism industry. Some other suggestions will be provided, which will help to maintain sustainability in the chosen tourist destination. It is important to mention that sustainability is an important aspect of Great Barrier Reef as it has use significance to maintain the ecological balance of the marine Lifestyle environment. Due to the increase in human activity and pressure of tourism industry, The Great Barrier Reef is feared to be on the verge of destruction. It is important for every company associated with the tourism business of Great Barrier Reef to implement proper sustainable measure to ensure minimum loss of natural resource.
Due to the natural significance of Great Barrier Reef national park, it has been one of the favourite destinations of tourism for all Australians throughout several years. According to the report of tourism department in Australia the natural beauty of the place is enough to attract all types of adventure sports lover in Australia. In order to improve the tourism industry associated with great barrier National Park, it is important to ensure that that the park is one of the attractive tourist destinations for all Australians.
Accommodation in hospitality industry is a major part of the tourism that are associated with Great Barrier Reef. The tourism department of the region have set up partnership with all major hotels and resorts to ensure convenience for all Australians, who are visiting the place all over the year. Many of the hotels in the region are located near to the beach which gives a natural experience to all the tourists. The hotel industry of the region is also aiming to promote eco-friendly tourism. This is mainly due to the fact that protection of the natural heritage sites is a prior importance for all tourists across Australia.
Currently most of the hotels and resorts, which are associated with the tourism business in Great Barrier Reef, are located along the coastline of Queensland, which are ideal for all people from all over Australia to spend lovely and luxury weekend with families and friends. In order to improve the business of the hotel and resorts, which are associated with the Tourism destination region of Great Barrier Reef, it is important to conduct an effective marketing plan (Esparon et al., 2015).
It is important for the hotels and resorts in the Great Barrier Reef regions to introduce new forms of service, which will help in the promotion of the place. For conducting the market plan, it is important to analyse the external business environment that are associated with the tourism industry of the respective destination. The marketing tool of SWOT analysis can be implicated, which will help the hospitality industry of the Destination to implement new strategies in marketing plan, which will aim to promote the tourism industry and business of the respective place.
For the Great Barrier National Park, the biggest strength is due to the fact that it is one of the major world natural Heritage site and is capable of attracting all types of people from all over Australia due to its natural beauty. Various types of adventure sports, which are associated with the tour programme, can also help to attract all the adventure lovers. The ecological experts of the region have also predicted huge growth for the tourism industry in the future and will be the cause of major attractions for all types of tourism lovers. The hospitality industry can also offer wide range of tourism activities for all type of Australian tourists.
The inability of the tourism department of the respective destination to promote the place as a major place for spending holiday with families is considered to be one of the major weak points. The hospitality industry of the region has not yet been able to introduce all forms of adventure sports, which can be a major source of attraction for all adventure lovers in Australia. The adventure sports lover contently does not great opportunity to enjoy the adventure sports from the service provided by hospitality industry. All the major attractions that are related to tourism in Great Barrier Reef are only restricted to the options in the actions during the daytime, which can be a cause of major, disappointment for all tourists in Australia, who prefer enjoyment during night (Farr et al., 2014).
The prediction made by the Australian government and Adventures sports tourism department about the huge future growth of tourism industry in Great Barrier Reef is the major opportunity for the hotels and resorts located in the region. The destination also has the opportunity to promote the place as a major source of attraction for all types of tourism lovers (Doherty et al., 2015). The hospitality industry also has the opportunity to offer various types of tour programme, which will vary from short weekend trips to long duration trips. With the introduction of new forms of Technology in the tourism department, it is also possible for the hospitality industry to offer new types of adventure tourism, which will help to attract more number of Australian tourists.
On the other hand, the major threat to the tourism department of Great Barrier Reef is due to the fact that the recent activities of environmental degradation and global warming have caused major harm to the place. The growing concern across environmentalist related to the conservation of the destination, can be a major cause of concern for all tourism department industry associated with the region (Stoeckl et al., 2014). There is also the fact that in order to conserve the tourism department, the Government of Australia can limit the visit of total number of tourists, which will ensure maximum protection of the natural Heritage site from human activities. This is due to the fact that according to the latest report the huge burden of the tourism industry is one of the major causes of loss of ecological balance in Great Barrier Reef (Becken et al., 2017). Another major threat that is associated with the tourism and hospitality industry is due to the fact that there are other cheaper options available for Australian tourists, which can be a great alternative. The popularity of the tourism industry in Maldives, Fiji islands, Hawaii Island and Mauritius all of which are famous for coral reefs Beauty can be a source of major concern for the tourism department in Great Barrier Reef.
It is important to mention about the fact that the location of the Great Barrier Reef provides opportunity for the hospitality industry to introduce new forms of tourism service. This can help all the Australian visitors, to easily plan their tour in the region. With more number of service options available to the tourists, it will be a great way to promote the business. There are many remote and small areas within the coastline of Great Barrier Reef national park, which currently do not have any place of accommodation. It is important for the hospitality industry to explore those remote areas and implement plan of providing option of accommodation in all regions located within the cost of Great Barrier Reef. This will allow the hospitality industry to entertain more number of guests throughout the year, thereby able to increase the revenue.
From the survey that has been conducted by the tourism department in Great Barrier Reef it has been found that aircraft and helicopter tours is an important part of the Planning program for Australian tourists (Economics, 2013). It is essential for the hospitality and Hotel industry of the region to offer the guests this option, which is needed to promote the place. The beautiful aerial view of the coastline can help to promote the helicopter tours that are offered to the guests. All the hotels of the region can have their own flying vehicles in the form of helicopters, pontoons or other flying large sized vehicles, which will help to offer new form of service to the tourists.
As most of the hotels in the region are located near the beach and coastline of Great Barrier Reef, we can also introduce the service of bareboat and other forms of beach hiking. According to the report of tourism department in Australia, this type of beach hiking service for the Australian tourists is one of the major sources of revenue generation from the respective destination. Motorised water sports and adventure sports can also be introduced by the hospitality industry, which is one of the major sources of attraction for all Australian tourists in Great Barrier Reef.
One of the major recent report related to the tourism department in Great Barrier Reef have highlighted up on the major concern, which is due to the environmental degradation in the local region. This is mainly due to the fact that the hotels and resorts in the coastline of Queensland are not able to sustain the environmental impact of the local region (Day & Dobbs, 2013). Most of the hotels and resorts in the region are also not currently following the protocols of environmental safety that is highly necessary to sustain conservation and tourism industry in the respective destination. In order to improve upon the marketing plan of the hospitality industry in the respective region, it is important for all the management in all the hotels and resorts of the region to promote the importance of environmental conservation, which is highly essential in the context of current threatening ecological condition of Great Barrier Reef national park. It is important for the hospitality industry to promote the business of ecotourism in Great Barrier Reef National Park, which is believed to be one of the effective marketing techniques that can be implemented by the stakeholders of the tourism department. With the help of marketing plan of ecotourism it is also possible to raise the awareness about importance of conservation among all Australian tourists in the local region. This will also help to promote the culture among Australians, thereby ensuring that the place is one of the top important priorities for all the tourists in Australia.
Introduction of new product in the tourism department by the hospitality industry is one of the effective techniques that help to improve upon the business of the local region. Currently all the hotels and resorts that are located along the coastline of great barrier reef offer a wide range of food products. It is however also important to introduce new food product line, which are mostly important for tourists in sea beaches.
New beverage service introduction can help to expand the food product lines that are currently being offered in the hotels and resorts. Improved form of beverage service can be the source of major way to better the hospitality care taken towards the guests. Natural ingredients like fruits and vegetables can be introduced as a part of beverage service that is provided by the hotels and resorts (Ellis et al., 2017).
From the survey analysis that has been done upon the business performance tourism department it has been seen that there is growing demand among the customers about introduction of beverage service for the tourists (Hofman & Hughes, 2017). The current products that are available with the hospitality industry do not focus on providing better level of customer service through refreshing beverage drinks. Hence, with the introduction of the beverage service it is possible to improve the quality of the overall hospitality service of the industry. The natural drinks that are offered to the guests are an important part of the service that is associated with that of the food service industry. The beverages also need to have the option of having different types of flavour, which is necessary to give a refreshing feeling to the guests.
Before implementation of the marketing plan, it is important to consider about the validation of the marketing plan. This is highly relevant in the context that it will allow the stakeholders of the hospitality industry to ensure that the ethical protocols are being followed within the marketing plan that do not cause any harm to the natural resource of the Great Barrier Reef.
Including note it can be said that Great Barrier Reef national park is one of the major source of tourism attraction for people in all parts of Australia. It is one of the major International tourism attractions for people all across the globe, which is also one of the major sources of revenue generation for the tourism department in Australia.
The current report has provided valuable suggestions about the elements of marketing plan that can be incorporated by the hotels and resorts business that are associated in the regions of the hospitality industry. It is important for the hotels to introduce new forms of tourism services along with new beverage product that can help to promote and develop the tourism industry of the local region. However it is also important you considered the fact about the sustainability of the Great Barrier Reef which is one of the biggest natural Heritage site in the planet. It is important for the tourism industry to collect important valuable data about the past records, which is essential in conducting research work.
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Day, J. C., & Dobbs, K. (2013). Effective governance of a large and complex cross-jurisdictional marine protected area: Australia's Great Barrier Reef. Marine Policy, 41, 14-24.
Doherty, P. P., Coleman, G. G., Logan, M. M., & MacNeil, M. A. M. (2015, June). Estimates of the abundance of the spawning stock of Crown-of-Thorns Starfish on the northern Great Barrier Reef in 2013-14 and reflections on the effectiveness of starfish control. AIMS.
Economics, D. A. (2013). Economic contribution of the Great Barrier Reef.
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Esparon, M., Stoeckl, N., Farr, M., & Larson, S. (2015). The significance of environmental values for destination competitiveness and sustainable tourism strategy making: insights from Australia's Great Barrier Reef World Heritage Area. Journal of Sustainable Tourism, 23(5), 706-725.
Farr, M., Stoeckl, N., & Beg, R. A. (2014). The non-consumptive (tourism)‘value’of marine species in the Northern section of the Great Barrier Reef. Marine Policy, 43, 89-103.
Great Barrier Reef | australia.gov.au. (2017). Australia.gov.au. Retrieved 15 October 2017, from https://www.australia.gov.au/about-australia/australian-story/great-barrier-reef
Hofman, K., & Hughes, K. (2017). Protecting the Great Barrier Reef: analysing the impact of a conservation documentary and post-viewing strategies on long-term conservation behaviour. Environmental Education Research, 1-16.
Shafer, C. S., &Inglis, G. J. (2000). Influence of social, biophysical, and managerial conditions on tourism experiences within the Great Barrier Reef World Heritage Area. Environmental Management, 26(1), 73-87.
Stoeckl, N., Farr, M., Larson, S., Adams, V. M., Kubiszewski, I., Esparon, M., & Costanza, R. (2014). A new approach to the problem of overlapping values: A case study in Australia? s Great Barrier Reef. Ecosystem Services, 10, 61-78.
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