Dreamworld Corroborees Market - Term Paper Example

Tourist Analysis Tourist Report Student’s Name Student’s Number Institutional Affiliation Abstract Dreamworld is a famous tourist attraction beyond Australian borders. Numerous foreign and interior tourists come visiting the attractive sites from time to time. Dreamland is known for its multiple theme parks located in South East Queensland. It has numerous rival tourism parks, but has managed to keep a step ahead in terms of value it gives to the people. Until recently, Corroboree theme park was introduced in the Dreamworld’s market that has been know for wide acceptance of Thrill rides, Gold coasts, Tiger Islands and Wiggles among others. It introduced a unique package that differentiates it from the rest of the theme park. The park offers tourist with range of Australian indigenous cultures and native wildlife, which provide continuous learning and entertainment experiences. The Report makes Dreamworld Corroboree’s market and site analysis, and gives recommendations to make improvement. Keywords: Corroboree, Dreamworld Theme Park, Analysis Indigenous Culture, Market, Pricing, Product, Tourist Attractions Introduction Dream world’s themes parks offer the society wide range of tourism attractions, sceneries and cultures and shows among others. Dreamworld Corroboree is the latest theme park that’s yet to experience massive acceptance compared to the other theme parks like Tiger Islands and Thrill rides around the globe. This report focuses on Corroboree theme park, specifically because it is recent and has the potential for expansion and changing with time. With continous changes people would get diverse knowledge, experience wide cultures and wildlife every time they visit. Corroboree is unique, and it’s reasonable to argue that it can bring real value to the tourists in just one location by showcasing various interior and exterior indigenous cultures. Corroboree Park is a recent interactive walk through experience, to learning and entertainment from the Australian indigenous world in their cultures, stories and wildlife (CiM, 2013). So far, it has impressed and educated the visiting tourists. The report contains thorugh market, site and current analysis of the attraction area by focusing on the operating environment, customer trends, atmosphere and physical facilities present and makes recommendations to improve Corroboree. Current Situation Dreamworld delivers a package of tourist attractions and experiences from a piece of land in South East Queensland, which is a major contributor of high GDP in Queensland’s tourism industry. Dreamworld operates in a busy State that is slowly but increasingly getting congested as the population of people and resources increases each day (RACQ, n.d). To ease the congestion people use vehicles and trains for transit. Corroboree Park makes use of caves, theatres and wildlife, rainforest, woodland and arid landscapes for their exhibition and people can be walked through various scenes and prehistoric sites through developed films and real life objects (Richardson, 2014). Dreamworld sells its tourism service using both traditional and modern trends. Other than the forestry and water environment that supports wildlife, over the last decade it went into animation and 3D entertainments. Dreamworld is built on a 60 hectare land utilized to house its multiple theme parks, which makes its marketing much easier (Lioyd, n.d). It is well connected to transportation networks to and from Dreamworld parks to various destinations. However, prices charged per head into entering the park is a bit high and most things including food can be described rather a bit expensive (“theme park review,” n.d). Market Analysis People of different ages visit the park, but their interests focus on specific sections. However, the young generation, youths and presumed young couples are the majority whom are interested in understanding their aboriginal cultures; it’s a flexible park that can deal with people of different demographics in pursuit of “learning, moving forward and reconciliation” (“Dream Time,” 2014). Because of the tight schedule in school programs and the variation in seasons, the market for the attraction in the theme park tends to fluctuate; high on holidays and low during normal days. Recommendations. Dreamworld need to come up with a better strategy focused on the education system. The learning institutions stand out as a readily market opportunity that can be tapped into. It’s a high time they focus the products (museum, artistic work, cultures etc) to their existing loyal customers and their needs (“How to provide” n.d). Pricing should be adjusted to improve the park’s market and influence customers’ visiting trend. Dreamworld should strive to ensure that products are competitively priced, considering generally on competitors’ prices, seasonality and peoples’ willingness to pay a specific amount (“Planning for Inbound,” n.d). Finally, learning and entertainment is leading for Corroboree theme park; the management can introduce other foreign cultures to enhance tourists’ experiences. Site Analysis Corroborees Park is established using both traditional and modern themes in its art work and settings. This consists of the rocky cave ins, sections of land covered by grass and forest for the wildlife animals (reptiles, birds, Koalas and other native animals) and the salty waters for the crocodiles. Theatre showcasing traditional films and Australian legends of all times, traditional music and instruments, fire lighting, dancing and other native cultures (Nile 2014). Figure 1. Make fire Presentation. N.d. Retrieved from http://www.dreamworld.com.au/Corroboree/Corroboree-Experiences/Corroboree-Experience.aspx Figure 2. Koala (Borogi) Country. N.d. Retrieved from http://www.dreamworld.com.au/Corroboree/Corroboree-Experiences/Corroboree-Experience.aspx Figure 3. Make traditional Music. N.d. Retrieved from http://www.dreamworld.com.au/Corroboree/Corroboree-Experiences/Corroboree-Experience.aspx Corroboree Park is clean and attractive, which the staff should strive to maintain. However, the number of staff to serve the increasing number of tourists seemed strained at some points causing some of tourists to skip walk through and join the others ahead. Just from the look, buildings and structures can give the impression of traditions and its aim to sell indigenous cultures. It just provides an enjoyable atmosphere with the blending traditions and modern technology. Recommendations. There is a need to increase employees to serve the tourists to provide adequate guide around the park. Due to language barrier Corroboree can invest in training the staff, foreign languages and local languages to enhance interaction and communication with their common tourists. Based on Cooper and Cohen, “in tourism, tour guides act as language brokers, embodying solutions to linguistic unfamiliarity” (Hall-Lew & Lew, n.d). Corroboree can benefit from learning institutions festivals that promote Australian culture to capture early what would be history in future and use it to entertain visitors. Conclusion The report recommends on adjusting prices to influence majority tourists, tailoring the Corroboree educational products to the learning institutions or specific target market and offering promotion by introducing foreign cultures to improve the market. To improve the Corroboree atmosphere and enhance its image, more staff needs to be added to guide the tourists without delays along the attraction areas. Similarly, seek ways to avoid language barriers and utilize arts from learning institutions’ performances to create suitable atmosphere for tourist entertainment. Reference List Cim. (2013, October 11). Dreamworld Corroboree to Open in December. Retrieved http://www.cimmagazine.com/cim-magazine-latest-news/dreamworld-corroboree-to-open-in-december#.U2IDFyg1Mp8 Dreamtime at Dreamworld. (2014, February 27). Retrieved from http://www.deadlyvibe.com.au/2014/02/dreamtime-dreamworld/ Hall-Lew, L. A., & Lew, A.A. Speaking Heritage: Language, Identity and Tourism. Retrieved from http://www.lel.ed.ac.uk/~lhlew/Hall-Lew_&_Lew_2014_proofs.pdf How to provide Customer Service Excellence. (N.d). Retrieved from http://www.failteireland.ie/FailteIreland/media/WebsiteStructure/Documents/2_Develop_Your_Business/1_StartGrow_Your_Business/How_to_Provide_Customer_Service_Excellence.pdf Lioyd G. (N.d). Riviera’s Beaut New Ute. Retrieved from http://www.rmarineriley.com.au/riviera-boat-tests/riviera445suv-boat-test.pdf Nile, R. (2014, February 19). Dreamworld's Corroboree illustrates Australia's Indigenous history and culture. Retrieved from http://www.themeparkinsider.com/flume/201402/3886/ Planning for Inbound Success. (N.d). Retrieved from http://www.tourism.australia.com/documents/Industry/TAID8138_Planning_for_inbound_success_2014-03-04.pdf RACQ. (N.d). Road Congestion in South East Queensland. Retrieved from http://www.racq.com.au/__data/assets/pdf_file/0004/44734/Road_Congestion_in_South-East_Queensland_Fact_Sheet.pdf Richardson, K. (2014, March 3). Dreamworld Corroboree’s Historic Stand-Alone Indigenous Attraction. Retrieved from http://issuu.com/first_nations_telegraph/docs/dreamworld_corroboree_impresses Theme park Review: Dreamworld, Australia (N.d). Retrieved from http://www.aussieontheroad.com/theme-park-review-dreamworld-australia/ Read More