You are interested in setting up a range of tourism promotion ventures, given the ample opportunities in Australia including the Sun, Sand and Surf. Your group has to shortlist:
The aim of the venture is to provide a pleasant experience to a selected cohort of tourists e.g. Baby boomers, uni students, young couples. In order to do this successfully you need to ensure that the Nature and type of business you choose can grow over the next 10 years.
Demand for Serviced Apartments
Every year several tourist flock Australia with the aim of experiencing the beauty of this great nation. It is the expected that every time a visitor comes into the country should have the most thrilling experience. An amazing experience would have tourists speaking about Australia for quite a long time. In fact, a great experience during the visit would make the tourist ambassadors of Australia with regards to its tourist's destination thus an increase in the influx of tourists. It is against the backdrop of this knowledge that the business community should focus on providing exclusive services to the tourist in areas of the travel agency, tourist guidance, tent provision, hotel services among others. This is a report on how to provide fantastic services to the tourist on the serviced apartment for the tourists.
The nature of business of choice is service apartment for the tourist who visits Australia. The apartment services would be provided. The demand for apartments is mainly for the baby boomers generation. Research shows that this generation is increasingly having a great desire for leisure. The great demand is because most of the people in this generation have spent most of their lives working and thus would wish to spend some time resting. The rest they desire must come with a great experience. Most of these people do not have the energy to go camping or spend time in the tents. Some of them are also fragile health wise and cannot spend their nights in the cold of the camp sites. This leaves apartments as the best accommodation facility for this cohort. At the end of every tour expedition, they would wish to feel as if they are a home away from home (Patterson et al, 2017, pp 348).
A part from the mentioned venture, the business of providing tents would also be a good provision for this business. In this case, the business would specialize in hiring tents for every tourist who visits the country. This business venture would target but not limited to the young couples. The other cohorts would be equally important for this venture. There are baby boomers who would wish to go for the tents instead of the apartments. This venture though seems lucrative cannot suffice the demand for accommodation by the international tourists.
Statistics indicate that close 8.5 million international visitors come to Australia every year. This great number demands for proper accommodation which can be best provided by apartments instead of tents. The apartments are even more desirable for accommodation due to sometimes hostility of the weather. The target on baby boomers is due to the statistical fact that they are the largest percentage of tourist who visit Australia (Wilson et al, 2017, pp. 43). This observation however seem somewhat different from the reality. The introduction of tents for the tourist seem to have more impact on the number of tourist visiting the site. In this business choices the impact of the profits made through tourism at the site where these services are offered.
Tent Provision as a Business Venture
A regression analysis of the above data indicates that provision of tents at the tourist site would have an R square of 0.9752 whereas building of apartment would have R square of 0.9665. These data makes the provision of tents most desirable thus best suitable for this business. However, with nature of the cohort targeted, it is advisable to have a view on the provision of apartments. These discussion would help understand the business choices being made.
The accommodation facility would be provided through a site based office. This provision is chosen because the majority of the guest expected do not find it fun to look for accommodation facilities online. Moreover, they have a specificity of what the kind of luxury they would desire. This makes it prudent to be on site explaining to them the features of every accommodation package with a price. The baby boomers generation believe in real conversation, and this kind of office will provide to them an opportunity to question and engage in real conversation with us the service providers (Beeton, 2003, pp 135).
Research indicates that the baby boomers form part of the richest population in the entire world. At this age, most of them have invested heavily. This, therefore, means that they would not fear to spend some leisure time and losing a few coins in this leisure. This makes them the best target for this business. Moreover, they would help fetch more money given the fact that they have families. Quite often, it is witnessed cases of parents traveling with their children and grandchildren to various tourist destinations in this country. This means that the baby boomers not only provide the market but also widens its scope. Targeting the cohort of the baby boomers means targeting a wealthy population desiring for the pleasure of relaxation and would not relent until they have their entire family satisfied by this (Naidoo et al, 2015, pp 350).
It is the duty and aim of this company to satisfy the great accommodation thirst of this cohort. This is done by first ensuring proper allocation of the apartment buildings. The company will provide that some and if possible most of the apartments are located close to the tourist attraction sites and away from the noise found in towns. The apartments are built with the aim of giving a view of the sunset, sunrise and even the tourist attraction sites like the beach. This is itself create a relaxing environment that would be most desirable. The conditions of the rooms must be first with features such as proper air conditioning among others. Given that the target population comprises of the fragile individual, the apartments must have spars and hospitals near their location. The hospitals would aid in case of emergencies whereas spar would be of the relation of the guest. Is the need for proper security and good restaurants? Moreover, the meals being served in the restaurant has to be from all walks of life given that people from different cultures would be visiting (Reisinger & Turner, 2015, pp 535). Providing accommodation through tents is the most lucrative venture for the general population. However, the accommodation through apartments would be the best for baby boomers.
Statistical Analysis of Tents and Apartments
Most of the baby boomers have the potential to pay for the various services offered at the apartment. The baby boomers are part of the working generation who have spent the better part of their lives saving given their age (Gardiner, Grace & King, 2015, pp. 337). They are an excellent choice for this venture because they not only finance it but also ensure its continuity. Most of them would tag along with their sons and daughters during the period they visit. This is an indirect way of referring other people to settle for the services being offered. This explains the need to make the services exquisite not only to baby boomers but also to other cohorts. It is possible that young couples and adolescents who belong to generation Y but do not desire to use tents would also want for this kind of accommodation. Anyway, to make the experience more desirable, tents may also be provided in some cases (Gardiner, Grace & King, 2014, pp. 710).
The number of tourists who would visit this facility, however, can never be a cause to worry. Most of the people in this cohort would be looking for every excuse at the place of work to spend some days off from work. While this is true, the company would most benefit during the holidays such as Easter and Christmas since these period are characterized by the greatest influx of tourists. To be fair to the accommodation facility, it is advisable to have a provision for early reservations during the peak seasons (Megan & Thomas, 2001, pp 204).
The prices charged at the apartments must coincide with the services offered. While having different accommodation for a different class of people would be desirable, it must be ensured that the amount collected every month can sustain the wage bill and logistics requirement of the facility. The best way to do this is to have a budget that takes care of both the peak and off-peak seasons of the tourist. Other adjustments can be incorporated such as reducing the staff during the off-peak season to ensure that the business can sustain itself without hitches. Settling for on-site office would help in marketing the business which would translate to having more tourist paying in these apartments (Balli & Tsui, 2016, pp 805).
In conclusion, provision of tents for accommodation is a lucrative business venture in the tourism sector in Australia. While it seems as though everyone is in this business, the surest way of surviving is by offering unique services that target a cohort in the population. The provision of apartment seems most lucrative for the cohort of choice. This cohort must be able to pay for the services while at the same be of a high percentage of the population. The business in this cases targets baby boomers, and we believe that providing accommodation for this objective cohort would be the most profitable decision ever.
Balli, F., & Tsui, W. H. K. (2016). Tourism demand spillovers between Australia and New Zealand: Evidence from the partner countries. Journal of Travel Research, 55(6), 804-812.
Beeton, S. (2004). Rural tourism in Australia—has the gaze altered? Tracking rural images through film and tourism promotion. International journal of tourism research, 6(3), 125-135.
Gardiner, S., Grace, D., & King, C. (2014). The generation effect: The future of domestic tourism in Australia. Journal of Travel Research, 53(6), 705-720.
Gardiner, S., Grace, D., & King, C. (2015). Is the Australian domestic holiday a thing of the past? Understanding baby boomer, Generation X and Generation Y perceptions and attitude to domestic and international holidays. Journal of Vacation Marketing, 21(4), 336-350.
Megan C., & Thomas M., (2001) ,"Aging Baby Boomers and the Desire to Travel: How Early-Boomers Differ From Late-Boomers", in AP - Asia Pacific Advances in Consumer Research Volume 4, eds. Paula M. Tidwell and Thomas E. Muller, Provo, UT : Association for Consumer Research, Pages: 199-204.
Naidoo, P., Ramseook-Munhurrun, P., Seebaluck, N. V., & Janvier, S. (2015). Investigating the motivation of baby boomers for adventure tourism. Procedia-Social and Behavioral Sciences, 175, 244-251.
Patterson, I., Sie, L., Balderas-Cejudo, A., & Rivera-Hernaez, O. (2017). Changing trends in the baby boomer travel market: importance of memorable experiences. Journal of Hospitality Marketing & Management, 26(4), 347-360.
Reisinger, Y., & Turner, L. (2015). Cultural Marketing for Asian Tourism into Australia. In Proceedings of the 1998 Multicultural Marketing Conference (pp. 535-535). Springer, Cham.
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