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The Tourism Industry
0 Downloads | 17 Pages 4,050 Words | Published Date: 09/05/2017
Recently, the tourism industry has been able to gain huge prominences in the modern business segments after the advent of globalizations. Notably, it can be stated that the advent of globalizations has influences the tourism industry to expand its business in the international platform. The enhancement in the business process due to the advent of globalizations has also influences the effective operation in this particular industry. The tourism industry is also played an important role in enhancing the global economic condition. Recently, one of the most important roles of tourism industry is to expand the economic opportunities in those countries, which are developing in nature. With these particular capabilities of the tourism industry has been able to play the leadership role in enhancing the economic condition of the company (Minghetti, 2003).
Apart from this, tourism industry is not only supported the developing countries economic condition, but it also supported the several developed countries to play a major role in enhancing their economic sustainability. Besides, inducing the overall economic development in global economy the tourism industry has also influences a notable growth in the hospitality industry. Specially mentioning, the hospitality industry has also experiences adequate growth due to rapid development in the international tourism industry. With the growth in international tourism industry, the Australia has been experiencing huge popularity among its international tourist due to its excellent accommodation facilities. In this regard, Surfers Paradise Marriott Resort & Spa is considered to be one of the Australia’s most famous tourist resorts, which has been able to gain prominences among its customers (Davidson, Guilding & Timo, 2006).
The prime intention of the study is to prepare a business report based on the hospitality industry and its function by considering the Surfers Paradise Marriott Resort & Spa as prime organization. Correspondingly, the study will describes about the clear as well as concise analysis regarding the Australian Hospitality industry and the position of Surfers Paradise Marriott Resort & Spa within that particular industry. The analysis regarding macro as well as micro environmental forces of the respective industry and supports the company to develop an effective marketing strategy.
Overview of Australian Hospitality Industry
The Australian hospitality industry is considered as one of the most famous and economically strong industry around the world. The country has gain huge prominences from its international tourist for delivering an effective care to the various people. People are love to travel internationally are mainly considered Australia as a major and most prominent destinations for them. The natural beauties as well as manmade intelligence are also recognized as main attraction for the international tourist for this particular country. The Australian hospitality industry is enriching with verity of organizations. Basically, it would be eminent to state that with the effective service and quality products the Australian hospitality industry has been able to take proper association in serving majority customers (Dawes, 1999).
Surfers Paradise Marriott Resort & Spa is one of the famous tourist resorts that mainly popular for its excellent services as well as product quality. The ambiance provided by this particular resort is considered to be an exceptional experience for the various customers. Notably, the hospitality industry of Australia is noted to be quite competitive in nature due to the rapid development in tourism industry. Apart from this, the strong economic base of the country is quite responsible for providing adequate supports to the hospitality industry to conduct more business operations in their future. Due to the strong economic base, the hospitality industry of the country has also able to attain huge profitability for its better development. Basically, the strong international tourism bases as well as economic base also enable the Australian hospitality industry to enhance their operational process for attaining success through increasing the profitability (Lee, Barker & Kandampully, 2003).
Basically, it could state that in the earlier stage the Australian Hospitality industry has been developed in the diversified structured manner. In this particular diversification the industry mainly includes small size as well as lower branded tourist resorts that mainly based over the regional business segments. Those hospitality resorts are mainly servers the lower graded hospitality services, which was failed in attracting international tourists. However, the major revolution has been observed within the Australian hospitality segment after the event of Sydney Olympics in the year 2000. With this particular event the hospitality industry of Australia has been experiencing a drastic development in the hospitality industry as well as in the tourism industry. The advent of Sydney Olympics has made the country to be more open for the international hospitality services as per the 5 star segment bases (Sin, Alan, Heung & Yim, 2005).
However, in earlier segment the hospitality industry is having less prominence within the international tourism sector, but recently a huge growth has been observed in this particular segment. The selected company Surfers Paradise Marriott Resort & Spa will be able to enhance its business operations with the help of expansion. According the conducted market research the company will be able to face huge competition in this recent scenario. There is various international hospitality companies are establishing their business operations within the country for earning the majority of market shares. The hospitality market of the company is having huge scope for expanding business among several hospitality companies (Kang, Lee, & Huh, 2010).
Macro Environment Analysis
In the modern business environment, the business of hospitality industry is a considered to be one of the most prominent jobs. Recently, the hospitality business has been able to gain huge prominences among the international market segment. By conducting the business in the hospitality industry majority of the companies are also able to attain maximum profitability for supporting their overall business process. Basically, it could state that managing a hotel business is considered to be one of the complex business activity. While managing the hospitality business, there are large numbers of factors should be addressed by the company. Basically, the macro environmental factors are needs to be addressed by the company, while it opted for conducting its further business. It important for the hospitality companies of Australia to conduct an analysis, which will be helpful for the company to determine the actual success as well as failure of the company. In this regard, the Macro environmental analysis for the company is needs to be conducted for enhancing their operational process. The macro environmental analysis is mainly includes the PEST analysis as well as Porters Five force analysis for gaining a brief knowledge regarding their future business as well as its possibilities of attaining success (Ross, 1995).
Conducting PEST analysis for the hospitality industry will enable the Surfers Paradise Marriott Resort & Spa to attain adequate knowledge regarding the market conditions of Australia and its future possibilities of attaining success. The factors associated with the business process of the company are as follows;
Political factor has been played an important role behind the development of operational process of the business. In Australia the tourism industry is considered to be a fastest growing industry, which also influences the growth in hospitality industry. The political condition of Australia is considered to be quite stable in comparison other countries. The stability in the political domain of Australia has been playing a major role in influencing the conduct of further business operations within that particular country. Recently, Australian government has been playing an important role behind the development of tourism industry. Due to the development in the tourism industry the hospitality industry has also able to attain profitability in its business operations. Therefore, it could also expect that Surfers Paradise Marriott Resort & Spa has also able to gain huge prominences in its business.
The economic condition of Australia is considered as one of the most important factor for the Surfers Paradise Marriott Resort & Spa, as it mainly influences the over development of the organizations. By depending upon the economic condition of Australia, the organizations will be able to manage its operational process efficiently. Basically, it could be stated that the poor economic condition can affect the growth of the hospitality industry. Simultaneously, as the hospitality industry has a direct relationship tourism industry, therefore, the economic impact of Australia over its tourism industry can affect the Australian hospitality industry of the country. The Gross Domestic Product (GDP) of the country, the company will be enabling to conduct its further business operations. In this particular case, the GDP of Australia is considered to be quite strong in comparison to various other countries, which is quite important for the enhancement of the business. Due to the strong economic condition the company Surfers Paradise Marriott Resort & Spa will be able to expand their business efficiently (Tremblay, 1998).
The socio cultural factors are also playing an important role behind developing the success in the business process of the hospitality industry. The Australian culture is considered to be quite open in nature. The culture of Australia is quite friendly in nature and having rich heritage aspects. It could also notify that the societal environment of Australia is mainly imposing quite favorable aspects for enhancing their hospitality industry. People belonging to Australia are also love to spend their holidays through travelling. In this regard, the regional tourism industry of the country will also promoted by their domestic customers.
Technology is also another major factor that influences the customers busying behaviour. People belonging to the modern scenario are primarily focusing towards receiving high quality services from its preferred companies. In the hospitality industry majority of companies are serving to their customers with high quality services. The technological development in business environment has influences the overall quality of the services. In this regard, the comp may mainly provide various advanced facilities to its customers for enhancing their overall profitability from the business process. Hotels and resorts having gym, swimming pool, golf course, beauty center as well as spa are considered to be additional value added faculties that could enable the company to attain huge prominences among several customers.
Porters Five Forces Analysis
The hospitality industry is noted to be quite tempting in nature for several new comers. Companies, which are opted for making entry within this particular industry is considered to be easier for them. It will also notify that there are very low entry barriers observed in this particular industry. Therefore, it can be stated any new company be able to make entry in this particular business segment and gain huge profitability through the business process. There are various international hospitality industry are opted for making entry in the Australian hospitality industry for expanding their business process (Kang, Lee, & Huh, 2010).
Bargaining Power of Buyers
Buyers belonging to this particular country are having high bargaining power in comparison another factors associated with this particular industry. Though the brand recognition is considered to be one of the most important factors for the customers bargaining power, but due to increasing rate of competition within the industry has also raised the bargaining power of buyers. It could also state that the buyers of the hostels or customers are noted to be quite sensitive in terms of price. Therefore, the customers are always tries to raise their bargaining power of the quality products.
Threats to Substitute
The lodges and small rooms rented for the guests are mainly considered as a substitute for this particular industry. The other hotels and resorts, small motels as well as tourist lodges are also considered as the substitutes of the hospitality company. Apart from this, camping, staying with friends and families are also considered as major substitute competitors for the hospitality industry. Therefore, in Australia the hospitality organization has experiences huge strong competition from its substitution.
The Surfers Paradise Marriott Resort & Spa is one of the most famous hospitality companies that experiences huge competition within the Australian industry from its major competitors. The Australian region is quite developed in providing excellent services in the hospitality industry. The company is expected to have high competition from the various competitors. For instance, Lizard Island Resort, Rumba Beach Resort, Beach Club, Green Island Resort as well as Southern Ocean Lodge are considered as the major competitors of company, which can provide excellent services to its customers (Ingram, & Roberts, 2000).
· It mainly plays the role of active market plays within the respective industry
· Basically, in the intentional market it mainly works as a global leader
· It has high brand recognition
· The technical base is highly qualified so that it could improve its service for gaining better customers experiences
· Continues improvement in the business process
· The employee retention process is highly efficient in managing total workforce efficiently
· having huge competition from various intentional organization
· market shares are limited within respective industry
· Rapid growth in global expansion
· High numbers of competition within the organization
· The hospitality market is quite emerging in nature
· The market is having high potential
· Continuous innovation the customers service providing technology
· Improvement in interior decoration
· The global hospitality industry along with Australian hospitality industry is experiencing boom
· Entry of various competitors are higher
· Strong hold of local and regional hotels
· Price discrimination of products and services
· Higher rate of competition
Market Segmentation of Australian Hospitality Industry
Recently, Australia has been recommended as one of the famous tourist hub that mainly serving its high quality products and services to its customers. Tourist belonging to different region are attracting towards Australia due to its excellent service quality. It will also notify that the hospitality industries of Australia are quite different from several other countries’ hospitality industry. The industry is mainly diversified in nature and having large size of its stakeholders. As the Australia mainly imposes a culture of tourism, therefore it could enable that an adequate portion of economic shares has been captured by the tourism industry (Ingram, & Roberts, 2000).
It will observe that market segmentation of the Australian hospitality industry are needs to be conducted, as it can be a major concern for the industrialist to focus over their business profitability. Tourist come to this particular organizations for enjoying their leisure experiences are paying attention towards the high quality of services. Therefore, it is important for the organization to make a strategy of market segmentation for enhancing their overall profitability. The segmentation will be design by the company will be based on the demographic variables, geographic variables, psychographic variables as well as behavioral attributes of the customers (O’Connor & Murphy, 2004).
The demographic variables are mainly includes age, education, income as well as gender, which directly evaluating the main impact of the customer’s choice as well as preferences regarding the organizations and its services. By gaining idea regarding this particular factor or variable the company will be able to design its service and product delivering strategies. Another important variable is geographic variable that mainly influencing the working culture of the company. Besides, a psychographic variable is also paying an important role behind the development of business operations of the Surfers Paradise Marriott Resort & Spa. Initially, the company should paid attention towards the psychographic variable i.e., attitudes of the customers, their opinions as well as interest regarding the products and services (Sin, et al., 2005).
Therefore, it could be notified that conducting a segmentation plan for the Surfers Paradise Marriott Resort & Spa is noted to be important as it could enable the company to gain huge profitability as per considering those aforementioned factors. Those aforementioned factors should be addresses with the efficiency so that the company will be enable to gain adequate prominences within the Australian hospitality industry (Yokel & Yuksel, 2003).
Behaviour of Customers
With the changing context of the modern day business, people have become quite appreciative towards expanding operations into diverse and different markets altogether. In this regard, the Australian market for the hospitality industry has been considered in this study. It has been noted that Australia has become one of the most widely developed nations of the world in terms of the opportunities and the number of potential customers prevailing in this particular marketplace. Research has been able to identify the aspect that the behavior of the customers in this particular market has been changing on a continuous basis altogether. This has been justified from the fact that the market has people visiting from different parts of the world visiting the nation for numerous purposes including tourism, medical purposes and students visiting for educational purposes among others. The target segment for the company in the Australian market mainly include the people who visited the nation for the purpose of tourism or leisure since the selected resort i.e. Surfers Paradise Marriott Resort & Spa chosen organization mainly seek to deliver services of luxury in the market of Australia. Analysis has revealed that people visiting Australia for purpose of tourism are quite appreciative towards paying more when they are being provided with quality services within the tourism industry. Contextually, it is apparent that companies operating in this market are quite keen to leverage the demands of the customers regarding quality and likewise meet the changing demands of the customers on a continuous basis. Correspondingly, it can be determined that the management of the company has been focus mainly towards the deliverance of quality products and services to the customers in the market of Australia.
Product: The main products and services provided by the hotel are accommodation and leisure facilities. It delivers full service lodging, extended day lodging and resort facilities. The resort has unique theme which is specifically designed for attracting the target customers. Apart from the core services, the hotel also provides various supporting services to the visitors such as check in services, facilitating services and club facilities among others. These services are required so that the visitors can consume the core services easily. Furthermore, the supporting services also help to enhance the value of the organization and to make it differentiated from other rivals.
Price: The pricing strategy of Surfers Paradise Marriott Resort & Spa includes strategies to sell the proper services to proper customers at right time and right rate. The pricing strategy of the hotel comprises certain managerial philosophies for the management and associated assets. These philosophies are appropriate benchmark rate setting, sensible pricing, single image portfolio, proper discount rates and routine performance monitoring. The pricing of the hotel is set in such a way so that it provides value to the customers and also earn sufficient revenue. The management of the organization prevent pricing errors through systematizing the structure of pricing. The pricing is determined by approximation of demand curve and the possible volume of products or services sold within each possible rate (Marriott International, Inc., 2010).
Place: Surfers Paradise Marriott Resort & Spa is situated in Queensland of Australia. The hotel use central reservation system by leveraging the digital distribution network. This system supports the hotel operation of the organization. The central reservation system is merely connected for the external network. Furthermore, the organization also has strong inventory distribution arrangement, which help to enhance the speed of services and to minimize the overall expenses.
Promotion: With the improvement of technology, Surfers Paradise Marriott Resort & Spa has started to promote the brand through internet. The organization has its own website which provides clear view about the hotel along with its products and services. The website also assists the visitors for reservation, for finding the hotel and for rating the services. The focus of promotion strategy of the hotel is to retain the existing customers. It is mostly targeted to mass audience by trade publications, print advertisements and online advertisement. The organization also use direct mail for promotion which help to establish long run relationship with the local society and help to create high degree of corporate activity (Marriott International, Inc., 2009).
Recommendations for Improvement of Marketing Effort
Social Media: Increasing number of people is using social media in present days. Thus, Surfers Paradise Marriott Resort & Spa can use this media and deliver personalized component in order to attract public towards it. Given the limited amount of promotion in social media, the organization is presently missing the possibility to interact with millions of people.
Market Expansion: Presently, Surfers Paradise Marriott Resort & Spa highly concentrates on luxury customer segment. In order to increase the sales, the organization should target the huge middle income group segment, as it is the quickest recovering segment and is gently started to enhance their spending on travelling activities (Renner, 2010).
From the overall analysis, certain conclusion can be made with regard to the topic of the study towards justifying the selection of the topic along with comprehending the manner in which companies are able to operate within the hospitality industry of the world. In this context, it can be affirmed that towards attaining long term sustainability within this particular industry utmost focus is levied by the business unit in ascertaining the demands of the customers and likewise meet their quality service needs to a considerable extent altogether. Hence, it can be affirmed that Surfers Paradise Marriott Resort & Spa will need to ensure the deliverance of quality services to the customers in the Australian market towards assuring long term sustainability in the same.
Davidson, M., Guilding, C., & Timo, N. (2006). Employment, flexibility and labour market practices of domestic and MNC chain luxury hotels in Australia: Where has accountability gone?. International Journal of Hospitality Management, 25(2), 193-210.
Dawes, J. (1999). The relationship between subjective and objective company performance measures in market orientation research: further empirical evidence. Marketing Bulletin-Department of Marketing Massey University, 10, 65-75.
Ingram, P., & Roberts, P. W. (2000). Friendships among Competitors in the Sydney Hotel Industry. American Journal of Sociology, 106(2), 387-423.
Kang, K. H., Lee, S., & Huh, C. (2010). Impacts of positive and negative corporate social responsibility activities on company performance in the hospitality industry. International Journal of Hospitality Management, 29(1), 72-82.
Kusluvan, S., Kusluvan, Z., Ilhan, I., & Buyruk, L. (2010). The human dimension a review of human resources management issues in the tourism and hospitality industry. Cornell Hospitality Quarterly, 51(2), 171-214.
Lee, S. C., Barker, S., & Kandampully, J. (2003). Technology, service quality, and customer loyalty in hotels: Australian managerial perspectives. Managing Service Quality: An International Journal, 13(5), 423-432.
Marriott International, Inc., 2009. Two New Courtyard Hotels 'LEED®' The Way in Eco-Design. Retrieved from https://news.marriott.com/2009/09/twonew-courtyard-hotels-leed-the-way-in-ecodesign-.html
Marriott International, Inc., 2010. Annual report. Retrieved from https://files.shareholder.com/downloads/MAR/875071027x0x350959/EB876B01-E737- 4BBC-9E25-1A91F4163D99/Final_FY_2009_Form_10-K
Minghetti, V. (2003). Building customer value in the hospitality industry: towards the definition of a customer-centric information system. Information Technology & Tourism, 6(2), 141-152.
O’Connor, P., & Murphy, J. (2004). Research on information technology in the hospitality industry. International Journal of Hospitality Management, 23(5), 473-484.
Renner, L., 2010. Strategic Analysis of Marriott International, Inc. Retrieved from https://aladinrc.wrlc.org/bitstream/handle/1961/9401/Renner,%20Lauren%20-%20Spring%20'10?sequence=1
Ross, G. F. (1995). Work stress and personality measures among hospitality industry employees. International Journal of Contemporary Hospitality Management, 7(6), 9-13.
Sin, L. Y., Alan, C. B., Heung, V. C., & Yim, F. H. (2005). An analysis of the relationship between market orientation and business performance in the hotel industry. International Journal of Hospitality Management, 24(4), 555-577.
Tremblay, P. (1998). The economic organization of tourism. Annals of tourism research, 25(4), 837-859.Yuksel, A., & Yuksel, F. (2003). Measurement of tourist satisfaction with restaurant services: A segment-based approach. Journal of Vacation Marketing, 9(1), 52-68.
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