The Significance of Beach Resorts in Australia Tourism Industry - Case Study Example

BEACH RESORT Name of Student Institution affiliation BEACH RESORT Introduction Beach resorts have formed an integral part of Australian tourism industry. In fact, the beach resorts are best known for sustainable tourism in Australia. There is no doubt that the tourism industry in Australia is a huge contributir to the country's economy. In line with this, it is also one of the countries largest sectors. One of the sectoral themes in Australian tourism industry is beach resorts. It is estimated that the revenues got by the countries from the beach resorts in the year 2015 were$346 millions after taxes (Biggs, 2010). This shows the great potential that this particular sector in Australian tourism holds. Beach resorts have also given Australia tourism industry an aspect of diversity which has led to an increase in the number of tourists visit in this country especially the Chinese tourist. With beach resort becoming a significant part of the Australian tourism industry thee are now more opportunities for the countries tourism sector to exploit. This paper, therefore, aims to give a comparative analysis of Daydream Island and the Southmolle island in Australian in line with beach resorts in Australia tourism industry. Background Daydream Beach resort was opened in the year 2001. Over the years it has grown to a 4.5-star rating resort. It's classy and deluxe accommodation has led to tourist coming all over the world in order to get accommodation in this state of the art resort. Daydream Beach resort4.5 star rating which it notably earned after it was retained by AAA Tourism in the years 2004. This rating entails; acknowledgement of this beach resort facilities, services provided to guest and furnishings which has enabled it hit the international standards. This beach resort has also been acknowledged as a 4.5-star rating resort since it has received a number of awards in the past years. A significant part of Daydream beach resort achievement has been characterised by its Rejuvenation Spa which has contributed to its current star rating (Wisnom, 2013). Daydream Beach Resort is owned by Vaughan Bullivant, also the owner of Own vitamin magnate. His dominance in this particular sector has grown and the results for can be seen by the transformation of Daydream beach resort. Daydream Island Resort and Spa is claimed to have the best spa facilities in Australia. This is attributed to the investments put by Vaughan Bullivant in this beach resort. Daydream Beach resort is also keen to focus its interest in natural health motivation and wellbeing to its customers. This has led to the growth of its customer base. In this case, this beach resort has ensured that the knowledge gained from the health industry is put into use in line with its customer wellness policy. The development of the Rejuvenation Spa in Daydream beach resort is attributed to the current development in human healthcare ("Eco-Tourism as a Sutainable Alternative to Conventional Tourism", 2015) Apart from the health care wellness initiative related to the set-up of Daydream beach resort Rejuvenation Spa, it was also set up due to its luxurious touch. This Rejuvenation Spa is a huge tourist attraction since they combine an array of beauty and health treatment and services. The location of Daydream beach resort which has a strategic panoramic view of the Pacific Ocean has also made this a significant tourist attraction in Australia. On the other hand, the Rejuvenation Spa is also a relaxation destination where tourists travel for pampering and reinvigorate the soul, mind and body("Tourism statistics: correcting data inadequacy", 2016). This beach resort also has a total of sixteen treatment rooms’ facilities, thermal table, dual treatment rooms, hydrotherapy tubs, dual spa baths and steam effusion showers. South Molle Island Resort South Molle Island is another tourist attraction in Australia that has fostered the growth of beach resort tourism in the country. This Island is located in Whitsundays it is one of the largest Molle Island Group which also features South Molle resort. This is among the longest-established resorts in Australia. This is an adventure travel resort and tourist activities curved for all age groups. The South Molle Island features a hilly terrain suitable for hiking; the rain forest vegetation also provides the best habitat for wild animals and exotic birds. An extensive range of birdlife is located in the South Molle Island they include; lorikeets, the nearly extinct endangered bush stone curlews and the currawongs (Yosipovitch, Widijanti Sugeng, Seow, & Goh, 2002). The terrain is also suitable for camping, another tourist activity that has contributed to more tourists flocking in this particular tourist destination. South Molle Island Resort as a tourist destination has a luxurious touch with its high-class accommodation. The resort also offers a variety of holiday packages which has contributed to more tourists opting to have a breath-taking experience in this destination. This holiday package entail; separate areas for backpacker and reasonable family options. South Molle Island Resort also offers diving experiences in line with its tourist holiday packages. The Island is also surrounded by a water body which is home to an approximate of 1,500 fish species which guarantees the tourist the perfect marine time experience. The water bodies also provide an opportunity for diving experience as part of the tourist experience along these holiday packages. On the other hand, the resort also features some of the globally recognised water sports that have also contributed to the booming tourist attraction in this particular resort. These sports entail; Scuba diving and surfing. Target market Daydream Beach Resort target market focuses on the following demographic variables- age, life stage, socioeconomic- income, country of birth, education, psycho graphic-personality, lifestyle, and occupation. In this case, the demographic variables ensure that the public can afford an experience and services in Daydream beach resort. This variable in Daydream beach resort target market also influence the buying behaviour of various product markets. In this case, this helps us in knowing the market type of targeting depending on their wants and needs. This target market will enable Daydream beach resort to divide the market as it also helps us it understanding the customers’ needs in order to achieve the ultimate population’s needs and wants (Yosipovitch, Widijanti Sugeng, Seow, & Goh, 2002). This segmentation of Daydream beach resort also helps it in market targeting since we are knowledgeable of the market needs, wants, behaviouristic variable and psychological variables attained from segmentation. In this case, we will be able to come up with the best services fitted for each of the segmented markets. Market positioning is also generated from market segmentation and targeting. Chinese tourism The Chinese tourists coming to Australia has hit an all-time high. This is attributed to Australian tourism sector which is increasingly becoming diverse. In line with this, Australian tourism sector has embraced beach resort as a form of tourism in Australia. It is claimed that in the year 2015 the short term tourist arrivals in Australia from China’s mainland rose to 1.4 million. This was a record high 21% increment. For the long term tourist, it is claimed that 52,000 more tourists visited Australia in the year 2015 which is also a record high. Australia tourism sector is, therefore, benefiting from the growing Chinese tourism which has significantly grown ("Eco-Tourism as a Sustainable Alternative to Conventional Tourism", 2015). The diversity of beach resort tourism which has also been embraced by business travellers to Australia is also attributed to the significant growth in beach resort tourism. On the other hand, it is also claimed that the current Australian tourism boom is attributed to the weaker Aussie dollar. In this case, more tourists are more inclined to visit Australia as a tourist destination since it will cost them less compared to visiting another country. Australian formidable education system has also contributed to the countries growing tourist sector ("Tourism statistics: correcting data inadequacy", 2016). A significant number of students in the Australian education institutions are from China this student are claimed to have to spend a lot in tourism since they have constantly visited some of the main tourist destination places especially the beach resort. This is attributed to the culture and environment shift which is clearly quite distinct. Conclusion Evidently, the Australian tourism sector has been on the rise in the previous years. As noted this is blamed on the increase in China’s tourist in the country. China tourist have been on the increase in Australia an issue blamed on the weaker Aussie dollar which has ensured that this tourist can spend less during their visit compared to touring other countries. Island resort tourism is an aspect of tourism that is yet to be exploited fully. However, it is attributed the current boom in tourism in Australia. The Australian tourism sector has curved the industries target market around the Chinese tourism and Chinese student who significantly spend a lot on tourism in the country. This has led to more tourist attraction coming up while constant improvement is made to the currently existing ones. In line with this, the Australian tourism sector has fostered the beach resort tourism as a crucial part of Australia tourism sector. The reviewed beach resort evidently have a wide range of tourist attractions activities which entail water sports and camping activities which have significantly contributed to the current tourism boom in Australia. References Biggs, D. (2010). The Tourism Society's Dictionary for the Tourism Industry. Tourism Management, 31(4), 556. http://dx.doi.org/10.1016/j.tourman.2009.06.013 Eco-Tourism as a Sutainable Alternative to Conventional Tourism. (2015). J Tourism Hospit, 04(04). http://dx.doi.org/10.4172/2167-0269.1000168 Tourism statistics: correcting data inadequacy. (2016). Tourism Economics. http://dx.doi.org/10.5367/te.2015.0500 Tsagbey, S., Mensah, A., & Nunoo, F. (2010). Influence of Tourist Pressure on Beach Litter and Microbial Quality - Case Study of Two Beach Resorts in Ghana. West African Journal Of Applied Ecology, 15(1). http://dx.doi.org/10.4314/wajae.v15i1.49423 Wisnom, M. (2013). Resort Recreation Amenity Report. Journal Of Tourism Insights, 4(1). http://dx.doi.org/10.9707/2328-0824.1039 Yosipovitch, G., Widijanti Sugeng, M., Seow, C., & Goh, C. (2002). Widespread and unusual presentations of cutaneous larva migrans acquired in tropical sandy beach resorts. Journal Of The European Academy Of Dermatology And Venereology, 16(3), 284-285. http://dx.doi.org/10.1046 Read More