The Adventure Tourism Attraction in the East Coast of Australia - Case Study Example

Table of Contents Introduction 02 The Operator 03 Target Group & Market 04 The Experience 05 The Risks 06 Future Trends 07 Conclusion 09 References 10 Introduction Tourism is the biggest source of living for most of the people all across the globe. With the advancing technologies and the economies of individuals the rise in the number of domestic as well and international tourist has significantly increased. With people wanting to try new activities in their tours and adventures, skydiving has proven to be a great alternative. This report highlights the adventure tourism attraction which provides a specific experience to a target section of the tourists. The adventure tourism that has been discussed in this project is skydiving and the naturally beautiful East Coast of Australia. The target market has been chosen as those individuals who are wheelchair bound. With the inherent risk involved in skydiving the report aims at revealing how the operators manage those critical situations and also ensuring profitability and customer satisfaction. The Operator Accessible Adventure Tours Byron Bay, North Coast of NSW It is a scenic beauty on the North Coast of NSW, where one can discover a hinterland of lush river valleys and a coastline of sparkling beaches (Visit NSW, 2014). Filled with tons of natural beauty Byron Bay offers great experience to the visitors at the coastline of NSW. The 360 degree view of the lavish northern New South Wales coastline is a great attraction. Located at the far-north eastern corner of the state the coast offers great scope for some spectacular beach activities. Size and Capacity With two-twin engine light aircraft which has the ability to take divers to a height of approximately 13,000 – 15,000ft, having a capacity of carrying ten passengers at a time has provides life time experience to them. Target Group Target group of the adventure companies are the skydiving lovers and they have plenty to offer to them for the sport providing an exciting experience. Target Market Selection of the right type of market as a target market is very essential for the businesses to focus and promote a product or service. In the process of selection any market which is pinpointed as loads of potential is studied through various surveys and studies, involving a lot of invest behind the same, to hone the right target market. This study of the potential market helps in selection of the perfect market for the perfect set of people regarding any product or service to create loyalty and establish a rapport and also ensuring the used resources go un-wasted. With this the final result of the process is a satisfied customer and financial gain for the business. This is the main basis of application by the tourism industry (Hannon, 2005). Studies have revealed that a great deal of academic and government attention has not been paid towards the relationship between people with disabilities and tourism, over the years (Yoon, 2013). But recently the scenario has changed and there has been seen a change in interest in Europe, America and Asia-Pacific regions. The World Tourism Organisation has revealed that a total of over 600 million people suffer from some form of disability and thus travelling for leisure is not an option for them. Also some financial crisis for of many has lead into not choosing such adventurous sports with a relatively higher cost. This has been a drawback for such business in the past but nearer researches has revealed the changing situation and the insight into this market. This report is based upon the already niche market and those who are confined to a wheelchair and do not poses any other internal or cognitive disability. Research data has highlighted the characteristics of travellers with mobility disability and some of those are: Accessibility is the main influence in selecting a destination. Choice of season is summer, spring and early winter. Internet serves as the key source of planning a trip. Information and contacting regarding the adventure sport businesses is done while collection information through the internet. Adventure tourists are those like both hard and soft adventure activities for experiencing fun and risk. The human mind is very powerful to drive force and motivate individuals to satisfy their needs regardless of the circumstances and boundaries. Although the physical nature of this target market seems like a hindrance but the psychological experience in adventure tourism and its activities has backed in capturing all challenges. The fulfilment of the desires of the adventure tourist is the aim of the tour companies’ right from ascent, the freefall and the canopy of skydiving. The Experience Skydiving is the best experience that the niche market has offered to their target customers. The activity of skydiving is highly theatrical and consists of many stages involving crucial roles from the professional and skilled players and actors. The players are highly and precisely trained to take the audience participation to an ultimate level of excitement. The audience, who are the tourists, are lead and guided by the skydiving trained players and this process involves three stages known as pre-experience, the experience and post-experience. The first stage of pre-experience begins with the training and rehearsals on the ground brief the safety issues and the various knowhow of skydiving. Then is the main stage of performance where the fear, anxiety and excitement all combine towards the fulfilment of the act. The feeling of freedom and the experience of freefall through the atmosphere is the best part about the act. As soon as the parachutes are released the operator and the tourist experience a feeling of relief along with a feeling of disappointment. Finally is the post-experience stage which is conducting of congratulations and customer feedback that takes palace after landing is completed. A major part of the visitor’s experience is the rapport built with the operator, as is humane to build strong bonds when united for a common goal, ideologies and unique language that strengthens relations. This form of community forming is seen both in target markets and operators. Tourist who are wheelchair bound form strong bonding and relation with the same likes and people who care and support them adding social values to their survival. This community is able to communicate with each other using a special language. Same is the case for the skydiving professionals as the nature of the activity and the high number of rehearsals needs involvement of special language for ensuring the fully operation of the equipments that creates camaraderie between the skydivers. Both this groups have something in common differentiating them from the others. With extreme activities creating strong bond between client and operator helps in identifying their challenges and building remedies for overcoming them. Understanding and trust construct the base for a positive experience. The Risks The physical environment, the activity or a combination of both creates a risk in adventure sports. This also acts as a pulling force for attracting tourist for such adventurous activities (Laurendeau, 2000). Skydiving also has the same features as the element of risk is the same in it and it is also a challenge for the service providers to manage the risk factors and ensuring customer satisfaction at the same time. Getting along with the right freefall hand signals is also very helpful in the explanation of the problem and understanding what the operator intends to explain (Skydiver’s Information Manual, 2013). The veteran divers have always believed that the drive to the airport, for skydiving, is the most horrifying part of the activity (Buchana, 2003). The accurate level and the specification of risk involved cannot be measured as there are many variables in the sport. Maximum number of accidents during skydiving is caused due to the mistakes by jumpers in the process of jumping or evaluation of correct judgement. Very few of them are caused due to the failure of equipments or any other such factors. The activity is such that it creates client-operator obligations as the awareness of the client for the risk involved and the operators duty to manage the crisis are all influenced by external and internal forces. These factors are known as the zone of influence which collectively affects the customer’s experience. The external forces are the legal and government obligations and the management of risks and customer satisfaction falls in the internal forces. There also exists a direct relationship between client’s knowledge, skill and attitude and their chances for survival in skydiving (Skydiving Safety Articles, 2014). Future Trends (STEEP) Social Rough estimates of about 600 million disabled people have a poor access to the variety sporting activities, all across the world. They are still due to experience the satisfaction and the excitement that the spectacular outdoor sporting activity provides or has provided to the ones who have already experienced the same. With the rising social awareness and the capability to earn high profits has encouraged the touring and sporting organisations to make the most of it. Technological With the technological advancements the innovations have been designed with better accessibility and favouring the disabled section of the society (Khannia and Khannia, 2011). With the same concept of changes in the wheelchair the aircraft companies have taken numerous steps and made various changes in the upcoming aircrafts with facilities for both able and disabled individuals. Creation of such wheelchair aircrafts may be a rising profitable trend. The changes in technology and the ever advancing technology has shall influence movement in the stagnant sporting activity markets. Environment Air traffic is considered as a significant contributor in the CO2 emission of the total contribution to the environment. With the rise in the travel structure a growing concern is the reduction of the greenhouse emission in the market. With the rising trend of disabled skydiving the use of excessive fuel for the increasing number of flights is adding to the emission level. The sporting activities organisations need to research and initiate new plans to assist in creating an environment sustainable process and yet remain economical (Palmberg and Kuru, 2000). Economy With the ever increasing prices of crude oil resulting in an increase in oil and aviation fuel prices has made the costs of tickets and overhead expenditure considerably high (Buhalis, 2000). These increased aircraft operational costs have been forced to be passed on the activity costs affecting the number of aircrafts. With the changes in the global economic scenario and the occurrence of crisis has resulted in majority of people to choose other means of transportation or even simply drop the plan of travel (Airline Leader, 2012). The relative expenditure in the skydiving activity shall affect the growth of the industry and even may see a downward trend or even soon cease to exist. Political With a rise in the figures of international and domestic conflicts in the recent years has had an adverse effect on the tourism industry. The unrest situation in a place averts tourist from choosing them. If this current trend sees any further increase in the future the aviation industry shall be hard hit. Continuous political intervention in the tourism section is definitely affecting it. The changes in the regulations, introduction of new taxes and revision of the existing ones is making a pinch on the pockets of the international tourists and reducing their number. Australian Tourism has also imposed new taxes like the ‘Backpacker Visa’ tax, as a mean to help in the national debt, is adverting the tourism industry of the country (One Voice, 2012). Conclusion The report has brought a clear picture of the rising number of people, not only able but also the disabled taking part in the adventurous activity of skydiving. The target group and the target markets have been very well studied to enhance the future of the industry keeping a close watch over the social, technological, environment, economy and political situations of the world. The certain level of risk involved and the highly satisfying experience has been demonstrated clearly with credible academic sources. References Airline Leader, 2012. Rising fuel prices: The constant sorrow of the airline industry. Retrieved on 14-03-2014 http://www.airlineleader.com/this-months-highlights/rising-fuel-prices-the-constant-sorrow-of-the-airline-industry Buchana, T. 2003 “Jump! Make Your First Skydive Fun and Easy” McGraw-Hill, United States Buhalis, D. 2000. Marketing the competitive destination of the future. Tourism Management, 21(1): 97–116. Hannon, F. 2005. Disability Research Series 03: Promoting the participation of People with Disabilities in Physical Activity and Sport in Ireland, retrieved on 14-04-2014 http://www.nda.ie/cntmgmtnew.nsf/0/7020D28F7F65773A802570F30057F05E/$File/Promoting_Participation_Sport.pdf Laurendeau, J. 2000. ‘‘Blue Skies, Black Death: Risk, Subculture Issues and Gender in the Contemporary Skydiving Community.’’ M.A. 1050 Thesis, Department of Sociology, University of Calgary, Calgary. Khannia, A. & Khannia, P. 2011. Technology will take on a life of its own. The Future is Now: A Foreign Policy Special Report. One Voice. 2012. Increased 'backpacker' visa tax a setback for tourism industry, retrieved on 14-04-2014 http://www.vtic.com.au/node/410 Palmberg, I. E., & Kuru, J. 2000. Outdoor activities as a basis for environmental responsibility. The Journal of Environmental Education, 31(4), 32-36. Skydiving Safety Articles, 2014 retrieved on 13-04-14 http://www.dropzone.com/safety/ Skydiver’s Information Manual 2013, retrieved on 13-04-2014 http://www.uspa.org/portals/0/downloads/man_sim_2012.pdf Visit NSW. 2014. Destinations: North Coast: Beaches, retrieved on 14-04-14 http://www.visitnsw.com/destinations/north-coast/beaches Yoon, C. M. 2013. Poor accessibility for disabled deters tourists, retrieved on 13-04-2014 http://www.thestar.com.my/Lifestyle/Features/2012/12/03/Poor-accessibility-for-disabled-deters-tourists/ Read More