Hotel Management Strategy
Report Style:
This report looks at the Australian tourism industry with specific focus on the Gold Coast region and its five-star accommodation services. The paper starts by providing a brief introduction of the current stature of the tourism industry as well as the purpose that this report aims to complete. It then moves on to describe the high and lows of the tourism industry in Gold Coast and gives details about the past trends and current structures. In this section, the paper also highlights the various travelling packages and approximate cost ratios for the industry and its standings within Gold Coast. The paper also includes the PEST and Porter five forces analysis whereby we get a clear picture of how the industry benefits the Gold Coast and Australian economy now and why it has a growing percentage of local and foreign visitors with every passing year.
Introduction
Driven by alterations in consumer trends and also the demography of the Australian population, the characteristics of tourism and hospitality are altering. Cassidy and Guilding (2010) assert that the complexness of the companies, organisations and labour force that comprise the tourism industry today must be understood by modern marketers and policy makers to prevent a 'one size fits all' reaction to output.
Cassidy and Guilding (2010) further assert that tourism and hospitality companies are in the frontline of Australia's economy - supplying consumer goods as well as private and leisure services to both domestic and overseas customers. The industries are affected by continual alterations in national and worldwide consumer behaviours, needs and anticipation, in addition to the progressively global nature of the tourism market.
Chou and colleagues (2008) also write that the events, tourism and hospitality industries are inclusive of good performances for a number of different sectors like hotels, restaurants, local cafes or bars, local gaming venues and business centres, recreational facilities like parks, resorts and natural or man-made enjoyment facilities. Tourism also incorporates the use of coordinators, tour procedures, tourist information services, tour guiding services amongst others. Marketplaces within the industries of tourism and hospitality, for example business travel, major occasions and education travel also offer substantial advantages for other industries in marketing Australia and Australian items and services.
Chou and colleagues (2008) further assert that tourism is really a sector comprised of numerous industry participants. It's generally recognized as the complete tourism product or the customer experience, which is supplied with an amalgam of services across an extensive selection of industry participants including (although not restricted to) sectors of hospitality, hotels, restaurants, tourism operators, tourist points of interest, transport, retail, business and major occasions, entertainment, and academic and cultural services. This is especially true from the hospitality industry, which shares most of the service companies within the tourism sector.
Industry Description
D'Angella and colleagues (2009) in one of their earlier studies conclude that a variety of tourist accommodation will come to the Gold Coast City region once the tourism picks up, for example hotels and motels, apartment models, caravan parks and backpacker hostels. Tourism is a vital niche for the location when it comes to employment. Around the Gold Coast 19% of employment (or 27,690 full-time equivalent positions) within the financial period of the year 1998-1999 was associated with tourism. When it comes to the quantity of tourism-related employment in Queensland, the amount of employment produced by tourism around the Gold Coast recognized the state as the second biggest cause of the State's tourism employment (19%). Other primary adding regions were the sun's rays Coast (20%) and Tropical North Queensland (16%).
In the same study conducted by D'Angella and colleagues (2009), the results show that nearly half of the employees from the tourism-related employment around the Gold Coast were inside the Retail and Wholesale Trade sector (11,873 personnel amounting to nearly 43%). Another percentage, one-third to be exact, of the employees of the tourism industry were part of the Accommodation, Coffee shops, bookstores and Restaurants sector (9,143 personnel amounting to nearly 33%). In employment terms, this particular sector had the greatest reliance upon tourism, with more than two-thirds of full-time equivalent positions in the market that existed due to tourism (72%).
A number of researches, like those conducted by Roberts and Jago, 2006 as well as Johns and Lynch, 2007, support that the primary industries that led to tourism revenue inside the Gold Coast throughout 1998-99 were Accommodation, Coffee shops, bookstores and Restaurants, which led a quarter...
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