This study applies IMC strategies to the tourism industry in Australia’s Gold Coast City. The city is one of the major tourist destinations in the country. However, few domestic tourists have exploited the city as a tourist destination and there is need to increase awareness…
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The intention of this study is the tourism industry as one of the world’s largest and fastest growing industries. The industry is growing fast courtesy of globalization and advanced technology among other factors. The Australian tourism is therefore party of the world’s larger tourism industry that is rapidly growing. The industry contributes a large portion to the Australian economy. For instance, the inbound tourism industry that involves traveling and staying in places outside their usual environment plays a vital role in the Australian economy. The industry contributes to the Australian economy through various ways such as provision of employment and tourism revenues among other ways. Various tourist attractions in Australia are distributed in various states and cities. The Gold Coast City is one of the major cities of Australia that has numerous tourist attractions and hosts many tourists throughout the year. The city is located in Queensland. The population of the city was approximated at 540,000 people in 2010 making the second populous city in State. The city is well known for its tourist attractions such as the sub tropical climate that is characterized by sunny conditions that attract tourists. Other tourist attractions include attractive beaches that are used for surfing, canal and waterway system, nightlife and the rainforest that is close to the hinterland. These tourist attractions are important in attracting tourists from both within Australia and outside Australia to the City. The revenue from tourism is important for the State Economy and the larger Australian GDP. (Tourism Forecasting Committee, 2006). In spite of the revenue collected from tourist attractions found in the Gold Coast City, the attractions are not well exploited in order to reap maximum benefits. This report examines the integrated Marketing Communication strategies that could be used to maximize the benefits from tourism in the Gold Coast City of Australia. The report outlines the IMC strategies and marketing strategies that could sell tourism to a new domestic target market, given that it is the highest tourism revenue earner for the city and the country. 2.0 The Australian Tourism Industry The tourism industry in Australia has been growing over time. According to Instinct and Reason (2006), the number of tourists fell by 1% in 2003. However, the number increased in 2004 to 4.77 and in to 5.45 in 2008. The Australian tourism industry grew in 2009
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