Marketing focus: Domestic vs International Tourism in Australia.

Debate on Immediate Marketing Should Concentrate on Domestic or International Tourism in Australia

Debate Setup and Group Size

Based on the above, as a member of a team of 3, you are required to participate in a debate, in a boardroom style setup. You will be placed in one of two teams: Group A, a group of business leaders suggesting that immediate marketing should concentrate on domestic tourism or Group B, a group of business leaders suggesting that immediate marketing should concentrate on international tourism. Within the debate each group should present at least 3 factors (one per group member) to support their argument, with the aim of identifying and arguing a position on the various factors that will impact Australia’s Tourism & Hospitality industry revival with its immediate marketing plan.

GROUP SIZE:

You will work in groups of 3 people. No group may exceed three members under any circumstances. You will need to confirm your group membership during class in the the week of the semester. It is highly advisable to finalise your group as early as possible. Your lecturer will advise you which position of the debate your group will need to argue a position on.

Debate Simulation Length:

Group Position Debate length Time for Q&A

Group A Business Leaders:

For immediate domestic tourism & Hospitality marketing

For immediate international tourism & Hospitality marketing

If your group consists of only two members, the time allocated for your debate will be reduced to 8 minutes.

ASSESSMENT CRITERIA

Successful delivery of a key factor that supports Australia’s Tourism & Hospitality industry growth and development revival in relation to the impact and challenges of the Covid-19 Pandemic:

20 marks – Clear explanation of the factor

20 marks – Clear analysis of the factor

20 marks - Use of evidence and data

20 marks – Persuasiveness of argument

Debating/speaking skills including asking and answering questions

POINTS TO CONSIDER:

In terms of the factors, an understanding of the forces that could shape or pose threats to the immediate marketing plan for Tourism & Hospitality growth and development should be demonstrated. Three factors need to be explained (one per group member) with an insightful analysis of the challenges/impact the factors will have on Australia’s Tourism & Hospitality Industry.
Your presentation content is down to the decisions that the groups makes, but you may choose to consider some of the content suggested below: Arguments for immediate domestic tourism & Hospitality marketing:

o Visiting friends and relatives domestically will recover at a fast pace

o Domestic leisure and business travel may recover at a faster pace than international travel

o Psychological impact on willingness to travel internationally

o Advancements in technology limit the growth and revival of international business travel

o Domestic market may assist in the survival of businesses and restore employment within Ireland

o The economic importance for the revival of the domestic market

o Domestic Market could be stimulated with a staycation voucher and extra autumn bank holiday.

o First green shoots of international market may not be seen until Q2 2021

o Successful relaunch of international marketing will be more costly

o Domestic market will be bruised by the economic fallout of Covid-19

o Domestic market experience dampened by social distancing

o Window of opportunity for domestic market is limited by the school calendar and reduced disposable income