Destination Marketing Organisations Issues - Example

DESTINATION MARKETING ORGANIZATIONS Name: Course: Tutor: Date: Contents Executive Summary 2 Introduction 4 Secondary data on the types of tourists visiting the destination 6 Strengths 8 Weaknesses 8 Opportunities 8 Threats 8 Plog’s Psychographic Theory 9 Recommendations 10 Conclusion 11 References 13 Executive Summary Destination marketing organizations (DMO) ensure that tourism business does not earn $1 in revenue and hence, ensure that customers automatically choose destinations with high profile. Also, customers choose busy travel routes where they are able to enjoy their stay. DMO are charged with the task of convincing appealing and potential visitors to their choice of destination by attracting customers. It is of central importance to understand the destination image and their effects on choice of destination as per customer’s decision (Tapachai & Waryzcak, 2000). In Australia, tourist destinations need to create greater awareness due to the competitive environment present in the industry. As is known, visitors do not constitute a homogenous group and also identifying visitor’s sub-markets is a challenge of many destination market organizations. According to Dolnicar, separate target markets need to be uncovered as they apply to related tourist choice destinations (2004). As such, due to Australia’s competitors becoming better resourced, they have decided to use modern marketing techniques. In addition, at destinations the industry personnel are not well informed on activities of their competitors in key markets, which has left many tourist destinations without customers. Lastly, competitors in Australia have strong focus to business and therefore, they are far more successful since they are targeting business. However, for Kakadu National Park, this is not the case. It is a unique ethnological and archaeological reserve in Australia and will be the main focus of this study. A destination market organization looks at the types of tourist visiting the destination chosen by referring to the secondary dat. Secondly, the SWOT analysis are also presented to give an overview of how the tourist destination is performing by comparing their internal and external environments. Thirdly, Weaver and Lawton display Plog’s Psychographic Typology that is going to be discussed in relation to how the model is used to show the placement of many tourists in Kakadu National Park. Lastly, recommendations are given to reflect a five-year strategic plan of Kakadu National Park as per information collected from research conducted. Introduction According to Tapachai and Waryzcak (2000), tourist do not constitute of one homogenous group of people. Therefore, a destination market organization is charged with the task of convincing potential visitors with appealing choices; thereby, attracting customers to destinations of their choice. Accordingly, it is important to note the significant role played by destination image in the process and effects of destination image to choice of destination decision made by customers. The challenge facing destination marketing organization is their inability to identify visitor’s sub-markets (Dolnicar, 2004). Market segmentation is a concept widely used by tourism industry because they give visitors the ability to make destination choices they will never regret. For example, Sydney provides attracting destination images that have attracted many international students to enroll in Australian Universities, which have attracted business. Also skilled and unskilled migrants working holidays have been given appealing opportunities. As a result, customers make their decisions based on different destination criteria choice available. Therefore, it is vital for DMO’s to make required information readily available and easily accessible to avoid wasting time (Dolnicar & Huybers, 2010). This report looks at Kakadu National Park where heterogeneity notion has been extended to destination image measurement. This is because different tourists have been able to make varying decisions due to their varied destination benefits and perceptions. Therefore, different views of tourist concerning a particular destination aspects has given destination marketing organization the upper hand to appreciate existing differences in destination image. This is between the customer market segment and that based on the tourist’s behavior or psychographic characteristics (Dolnicar & Huybers, 2010). Kakadu National Park is a tourist destination enjoyed by millions of domestic, local, and international visitors yearly and this has placed it among the most significant nature-based tourism and recreation destinations. Kakadu National Park is the largest in Australia and also in the world’s tropics it is one of the largest since it has managed to preserve greatest varieties of ecosystems that includes extensive open forest, mangroves, coastal areas, floodplains, savanna woodlands, and tidal mudflats. The parks flora diversity is huge plus it is least impacted by areas of Australia’s northern part of the continent. The park has spectacular scenery that includes escarpments of up to 330 metres high that extend in a line that is jagged and broken for hundreds of kilometers and its arresting landscapes beauty. This living landscape is cultural in nature since it has exceptional cultural and natural values. Furthermore, for more than 50,000 years, it has been home to the Aboriginal people and the rock art has been able to provide a window of human civilization. Many artists have done paintings that reveal the presence of hunters and gatherers, social structures and indigenous ritual ceremonies in societies from the Pleistocene Epoch to the present. This destination shows how hunting and gathering activities has contributed to most practices performed by people in the modern community. The art and archaeological sites of Kakadu Park are thousands of years old with great diversity through time and in space. The pictures are exceptional and overwhelming, which show continuous cultural development.S Secondary data on the types of tourists visiting the destination This destination experiences different types of tourist visiting the area because it has so much to offer different people. ‘Experience seeker’ is the target market for Kakadu since the current and potential experiences matches with what is offered in the destination. Also, this group delivers best outcomes for the national park because they are international travelers who seek to enjoy authentic personal experiences. Also, they enjoy engaging with the local community, which means they are social and active. Moreover, they place high value on experiences that contrast and also on important value thus; balance their benefits with associated costs. On any single trip, this group will enjoy a variety of experiences hence; are adventurous. Cultural tourists highly visit the area because they want to share and learn more about the Aboriginal people who live in the area. Thereby, they are able to conduct research on how they came to live in that place. This is important because they will be able to share with other members of the community the history of the Aboriginal people. Therefore, they will be understood and embraced by the community, which makes them feel part of the large community. Thereby, they will be able to interact, share ideas, values and other aspects that will enable them live together in peace and harmony. Eco-tourists also visit the park because they are more connected to such environments. they get pleasure in learning more about their environment and how the plants and animals in such areas adapt to various climatic changes that have occurred to the ecosystem due to the rise of global warming activities (Australian Government, n.d.).). This group is essential to this destination because they are able to learn on how to protect their environments from further reduction and deforestation actions conducted by members of the community. Hence, they will educate their fellow men and women on the measures to undertake in order to preserve their rain forests and among others. These tourists travel across the globe and search for area or destinations that have not been affected by human intervention and pollution activities. Kakadu National Park is one of the best destinations for such excursions because it is a cultural preservation reserve that stills has many things to offer to the wider contemporary society. In addition, leisure and education tourists visit Kakadu National Park because they want to unwind and relax their bodies this place offers a serene environment that is much different from the normal routine performed by people in the normal world. Therefore, it is a perfect place for people to go mountain climbing activities, swimming and even conservation programmes. The historians are educationists who want to be able to comprehend the historical aspects of Kakadu’s existence and also document evidence of the primordial importance (Australian Government, n.d.). Thus, they serve as a primal source of information and resources, activities of hunting and fishing, Aboriginal’s ritual ceremonies and social structure. Art historians have also managed to ensemble paintings and pictograms since they extend to combine multiple styles (figurative and nonfigurative). However, these styles vary in their apparent chronology recently inventories and ensemble in South Sahara. Lastly, ethnologists visit the destination in order to exploit and observe the field. Since the Aborigines inhabit the park, they have contributed positively to maintaining the balance needed by the ecosystem in order to survive. Therefore, their traditional techniques have ensured that the necessary measures of preservation of rock paintings recently done are maintained. SWOT analysis (Australian Government, n.d.): Strengths Visitor experiences have had increased cultural content Introduction of tour guide certification has been made compulsory Businesses have increased that offer cultural experiences like Murdudjurl and Kakadu Culture Camp Seasonal ranger programs have been made diverse and of high quality. Weaknesses Lack of a range of accommodation Crowded sites have had difficulty in managing visitor numbers The focus are high volume destinations rather than visitor experiences that are known to offer cultural appreciation Guided walking experiences are limited Length of stay on average are relatively short The sense of place and park arrival is lacking Varying tour guide knowledge concerning the values and culture of the park Best-practice environmental standards have limited application Site facilities that present rock art have inconsistency in terms of quality Inconsistent design and visitor infrastructure is variable in terms of quality Inconsistent and inadequate values and visitor experiences of the cultural World heritage information provided. Opportunities Seasons presented change and is part of the cultural visitor experience In the wet seasons and shoulder, low volume and high yield experiences is delivered A year-round travel within Kakadu and Nitmiluk, a hub in the southern part of the park Opportunities that can be provided give the visitor experiences through flying into areas that are outside the dry season Threats The indigenous community lacks the capacity to sustain or offer a range of experiences Products and experiences ate duplicated The range of tourism experiences has not been met yet by the market Authenticity has declined in terms of tourism experiences Wet season opportunities have been over-promising There are untested markets Possible rise of new visitor issues of safety In limited season, economic sustainability is evident Global and domestic tourism activity has fluctuated due to terrorism, pandemics and or increased costs of travel Funding support is inadequate Infrastructure is poorly designed and placed Area planning does not integrate the infrastructure planning In the wet season, operation costs are noted to have increased. Plog’s Psychographic Theory In talking about Plog’s model, it has helped to explain the phenomenal rise and fall of travel destinations across the globe. According to this model, psychocentrism shares common personality tendencies that include: (i) generalized anxieties, strong feelings of insecurity in a person’s daily life; (ii) territory boundness, where a person has a tendency to have travelled less throughout his lifetime; and (iii) sense of powerlessness, having little control throughout a lifetime over misfortunes and fortunes. Accordingly, pschocentrics is re-labeled with dependable and the arguments that arise from this model is its ability to explain why tourist destination rise and fall in terms of popularity. It is evident that most of the destinations follow a development pattern that is predictable and not controlled from time of birth to maturity and eventually to old age and declination. However, at each of these stages, the destination appeals to different psychographic travelers group who determine the character and success of their destination point (Woodside & Martin, 2007). When Kakadu National Park first developed its tourism industry, the support services were few. Moreover, the early stages do not show signs of mass tourists arriving and only few venturers visited the area. When these venturers returned home, they were able to talk with their relatives and friends concerning the new spots they discovered (Woodside & Martin, 2007). Among these friends and relatives, their personality characteristics intrigued in them the urge to visit Kakadu National Park. As the demand increased as a result of large volume of the near-venturer arrivals, the Aboriginal people became optimistic of having a bright future on their tourism sector and united with others to build restaurants and create camp site among other facilities. When these tourists go back home feeling satisfied, they pass the message to their other friends (mid-centric). From this, demand is created further even though the view is only passed to followers, those who are near-dependable and dependable. Development in the destination enables the place to take a look that is more attractive for tourists to visit. This description show that the psychographic ideal of most destinations lies in the middle of near-venturer segment (Woodside & Martin, 2007). Therefore, this showed how Kakadu was able to control development practices in the destination and, at the same time, maintain ideal market positions. Recommendations In accordance to this research, it is necessary for the destination market organization to bear the following in mind to be able to have sustainable development in the park. 1. Kakadu National Park needs to increase the length of stay for visitors by building modern infrastructure without interfering with the ecosystem. 2. Green technology can also be used to promote tourism activities in the park, which reduces on using pollutants that affect the climate. Also, this will be a sign of reducing activities of global warming that have adversely affected many countries and regions around the globe. 3. Use modern technologies that reach out to the markets that are untested. This way, they will be able to educate others on the cultural values associated with the Aboriginal people who are an indigenous breed. Conclusion The research conducted on destination marketing organization was able to look at Kakadu National Park in Australia. This tourist destination targets the ‘experience seekers’ among other tourists who have value for cultural values of given communities and arts. It is also evident that much needs to be done in order to minimize the threats experienced by the destination in terms of attracting new customers and or meeting the needs of their customers. From the points given, it is evident that the destination has potential for growth and these needs to be exploited because it contributes to the economy of the country. Furthermore, a model is given a succinct explanation that shows how the model relates to the activities rise and fall in Kakadu National Park. From the discussion, it is evident that the psychographic theory is dependable to events that occur at the beginning to be able to have a successful and flourishing business; which benefits the government, community, and tourists visiting the place. The model substantiates from other model because it looks at the characteristics of the visitor, his expectations and the satisfaction of his needs. All performance activities at Kakadu are geared towards the promotion of environmental, cultural and social indicators. Moreover, the park has been able to utilize the sites and activities present in the park to be able to portray the cultural values and themes of the Aboriginal people; and the hunting and gathering activities conducted long ago. References Australian Government (n.d.). Kakadu National Park: Tourism Master Plan 2009-2014. Dolnicar, S. (2004). Beyond Commonsense Segmentation- a Systematics of Segmentation Approaches in Tourism. Journal of Travel Research, 42(3), 244-250. Dolnicar, S. & Huybers, T. (2010). Different Tourists - Different Perceptions of Different Cities Consequences for Destination Image Measurement and Strategic Destination Marketing. In J. A.. Mazanec & K. Wöber (Eds.), Analysing International City Tourism, 127-146. Vienna / New York: Springer. Tapachai, N. & Wasyzcak, R. (2000). An examination of the role of beneficial image in tourist destination selection. Journal of Travel Research, 39, 37-44. Woodside, A. & Martin, D. (2007). Tourism Management: Analysis, behavior, and strategy. CABI. Read More