Essay on "Dream World"

Essay 8 pages (2872 words) Sources: 8

[EXCERPT] . . . .

In the space thus created by the evacuation of studios, add a 'wooden roller-coaster'- that would add to the variety.

Part C: Target Market

The available target market break-up suggests that most of the day visitors belong to the 15-29 age group. This leisure and thrill-seeking crowd is on a casual visit, or on a weekend enjoyment trip. About 90% of the visitors to Gold Coast during the daytime are from Queensland itself, with the remaining 10% from New South Wales. The overnight youths' break-up is 48%, 31%, and 14% respectively from Queensland, New South Wales, and Victoria. Amongst the foreign tourists, the nations most dominantly represented are from China, New Zealand, Japan, and the United Kingdom with the respective proportion being 25%, 22%, 7% and 7% according to the IVS data for September 2013 (Brooks, 2015).

A much-favored activity of most of the youth (about 80%) is visiting the beach. The beaches in Australia offer plenty of scope to try surfing. Surfing is emerging as a leading market for tourists amongst the youth. The young visitors like exploring Australia and would rather go on a drive or take the cheaper flights to places and know more about the country. They love being on their own as it gives them the freedom to indulge in activities of their interest. Today's youth generally make their decisions on arrival in Australia, and book their travel and accommodation online most of the time. However, these same individuals do not pre-plan leisure and tour activities until their arrival in Australia; for these activities, they prefer to book personally after a face-to-face interaction (Tourism Australia, 2012).

Consumer Profile:

Majority Age Group: 15-29 Years, Under 10 Years

Demographics: Gold Coast (48%), New South Wales (31%) and Victoria (14%)

Behavior: Leisure, Rejuvenation, Excursion

Preferred Ride: Big 9

Most Popular: Wild World

Preferred Days: Weekends

Preferred Transportation Mode: Own Vehicle (Oakes, 2015)

Part D: Promotional Activities

Recommended Strategy: Better Public Relations and Infrastructure

Gold Coast tourism targets can be achieved through viable and pragmatic planning and positioning. The key denominators of market segment have to be realized through proper study and a concerted effort, as is being done presently through involvement of certain government groups with the industry. This is an important practical consideration, as catering to each segment of the market is neither feasible nor a sustainable pragmatic approach. The emphasis, instead, should be on repeat visits by clients. Most efforts should focus on returning the maximum value for the amount spent by the tourist. Better use of improvised customer channels should be made to attract the target market segment (DTESB, 2014).

The main consideration of the Gold Coast area is on duration of stay of the visitor, easier access to various facilities, and engendering repeat visits by tourists. As wild life is an endearing, and enduring, attraction for tourists across all age groups and segments, other wildlife sanctuaries' collaboration should be leveraged to offer the tourists a packaged, wholesome experience in this niche sector.

Promotion Suggestions for Dreamland

1. Increase the duration of the animal shows to approximately 2-3 hours to involve sustained attraction for families.

2. Eco-tourism experiences should be made entertaining, as well as informative and educational. This would thereby make Queensland's shows an exemplar for others in the industry.

3. There has to be an effort to follow the marketing principles of differentiation while returning good value for the money spent by families (EC3Global, 2014).

In addition to targeting the niche market segment and due emphasis on wild-life leveraging, Gold Coast should ensure associated factors like connectivity to and from cities and hotels or other dwellings. In this regard, an important factor is access to airports and smart ticketing options for the tourists. Dreamland and the Gold Coast can increase its international exposure and clientele if it can get more direct international flights to the two airports, with increased frequency. In anticipation of the increased traffic, service facilities, and back-up facility arrangements, including transportation, will have to be designed. The ease of ticketing and accommodation can be achieved by leveraging the advantages of digital technology, thus assuring greater service to both the international as well as the local clientele (DTESB, 2014).

Market Communication

Market communication aims at delivering the product or service to the targeted market segment effectively, even though not always directly. It seeks to make the target aware of its presence, values and advantages through channels that it understands best; hence, such communication is generally well received. In part c (vide supra), it was pointed out that the target customer for Dreamland is generally youth in the 15-29 age group. This segment is well connected to various social media. Dreamland should make use of this information to target its priority segment, hence through the social media (Haapaniemi, 2013).

Measuring the Success of campaign

The success of the campaign carried out towards attracting more visitors can be gauged by an increase in influx; as well the success could be gauged by repeat visits. Online bookings help maintain a comprehensive data-base in this context. As well, visitors could offered the option of offering suggestions and remarks, or surveyed through forms that would be helpful in getting important feedback. Discounts or small bonuses could be offered for recommendations as well. This later method helps the marketing team to deploy the right mix of strategies towards improved visitor influx (Haapaniemi, 2013).

Part E: Conclusions and Recommendations

The recommendations suggested would need considerable investment; as well, it is likely to be useful to test marketing ideas before implementing them to actualize the benefits thereof. In the meantime, certain measures like 'glamping' (glamorous camping) can be introduced to attract visitors. Glamping could include amongst other things, a stroll in the park at night, camping (tents, huts, villa, tree house or the like) without forsaking a luxurious stay. 'Special' visits to the Zoo and/or wildlife areas might include being present during feeding times.

The medium-term perspective is on the immediate accruals through more footfalls, enhanced fees, and adding to the experiences by tweaking the existing offerings to the visitor. The long-term deliverables include increasing the range of activities present in the Park, design and development of new proposals by exploiting the space for growth realized during inception of the park. The Visitor Centre plays a vital role in improving the experience of the tourists where they eat, drink, and relax in the breaks between activities. Each activity involves not only capital inducements but also allied operational costs that increase over time. In order to get the full deliverance and realization of the capital cost of the activities the operational cost is an important component that ensures full justice to the activity. The revenues generated offset the operational cost by quite a margin if the services are consistently of the highest standard (DFWP, 2014).

References

Brooks, A. (2015). Dreamworld - Family Holiday. Kidspot Australia. Retrieved 24 April 2015, from

DFWP, (2014). Staged Master-plan Implementation. Retrieved from

DTESB. (2014). Gold Coast Destination Tourism Management Plan (pp. 9-35). Gold Coast: Gold Coast Tourism Corporation. Retrieved from

EC3Global. (2014). David Fleay Wildlife Park Concept Master Plan. Manteit Associate. Retrieved from

Fredline, L. (2002). Social Impacts of Tourism on the Gold Coast (pp. 7-10). Altona: Common Ground Publishing Pty Ltd. Available at

Haapaniemi, L. (2013). Developing Marketing Communication for a School Project (Bachelors).Oulu University of Applied Sciences. Available at

Lawton, L. (2005). Resident Perceptions of Tourist Attractions on the Gold Coast of Australia. Presentation, University of South Carolina. Available at

Oakes, S. (2015). Tips To Create A Customer Profile | M4B Marketing. M4bmarketing.com. Retrieved 24 April 2015, from

Tourism Australia. (2012). Retrieved from

visitgoldcoast.com. (2015). Dreamworld, Coomera - VisitGoldCoast.com. Retrieved 24 April 2015, from

WSAA. (2009). Meeting Australia's water challenges - Case studies in commercial and industrial water savings. Water Services Association of Australia, Occasional Paper, 23(1). Retrieved from READ MORE

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