Types of Visitors Who Visit the Clare Valley Destination - Case Study Example

RUNNING HEAD: TOURISM Tourism Name Institution Date Table of contents Executive summary……………………………………………………………………….3 1.0 Introduction………………………………………………………………………..... .4 2.0 Overview of the Destination………………………………………………………….4 3.0 Overview of the types of Visitors who Visit the Clare Valley Destination……………4 4.0 Factors associated with Increased Tourism Demand for Clare Valley…………………5 4.1 Economic Factors including discretionary income, confidence indices and prices…5 4.2 Social Factors………………………………………………………………………...6 4.2.1 The unique and distinguishing characteristic of the Clare Valley……………..6 4.2.2 Food and Wine………………………………………………………………....7 5.0 How well the advertisement targets the market for Clare Valley…………………………7 6.0 Conclusion…………………………………………………………………………………8 7.0 References……………………………………………………………………………………10 Executive Summary The report has generally highlighted the various aspects of tourism within the Clare Valley destination of Australia. The various highlighted aspects included a general overview of Clare valley, characteristics of the tourists and the factors associated with the high demand within the destination. 1.0 Introduction Tourism is a very significant industry for the economy of Australia. During the 2010/11 financial year, for instance, the industry represented approximately 2.5 percent of the country’s growth domestic product at a significant value of about 35 billion Australian dollars to the Australian economy. This is the same as the tourism industry contributing about 94 million U.S dollars per day to the country’s economy. Key towards these achievements have been intensive destination marketing conducted by the various destination marketing organizations established by the relevant governments. Among the various popular tourist destinations is the Clare Valley, a tourist destination found to the North of Adelaide, Australia, and arguably the nation’s prettiest and most scenic wine region. In view of this, therefore, this particular paper intends to provide a report on Clare Valley with relation to various tourism aspects as advertised in a given magazine. 2.0 Overview of the Destination Situated approximately two hours to the North of Adelaide, Clare Valley is no doubt a leading destination for tourists visiting Australia. It is mostly popular for its wine tourism (wineries), eating places as well as its amazing country pubs. Other than this, this particular tourist destination is also well-known for its cultural tapestry and over 40 cellar doors to visit. Among the most admired attractions within Clare Valley are the ancient seven hill cellars that were set up in the year 1851 in order to produce sacramental wine, the breathtaking and wonderful Saint Aloysius Church, Burra (one of the country’s old towns) and the Riesling trail, a 25 km walking as well as a cycling route linking the world’s admired boutique wineries and the famous towns between Auburn and Clare. 3.0 Overview of the types of Visitors who Visit the Clare Valley Destination According to the South Australian Tourism Commission (2012), Clare Valley receives both spatial and temporal visitors. The spatial visitors comprise both the domestic and international tourists whereas temporal visitors comprise long term and short time, often described by stay-over and excursionists. The destination, however, predominantly receives domestic tourists, who are often categorized as either from the intrastate and interstate. According to the annual visitor summary (June 2010-2012), 98 percent (113,000) of tourists visiting the destination form domestic tourists, with 68 percent (49,000) being from intrastate and the remaining 30 percent (5000) being interstate. The international tourists, on the other hand, occupy a statistically unreliable number of about 2 percent of the tourists visiting the destination. Tourists’ visit this particular destination are also classified in terms of their length of stay with the statistics showing an average of 4.4 days stay for international visitors, 2.0 for intrastate, domestic tourists, and 2.2 for the interstate, domestic tourists. Annual Visitor Summary June 2010-2012 Intrastate Interstate Total Domestic International Total Visits Visits 113,000 49,000 161,000 5,000 166,000 % 68% 30% 97% 3% 100% Nights 226,000 106,000 332,000 22,000 354,000 % 64% 30% 94% 6% 100% Average Lengths 2.0 2.2 2.1 4.4 2.1 Of stay Source: South Australian Tourism Commission (2012). On the other hand, in terms of the market segment, the statistics clearly shows that the majority visiting the destination are mainly the old aged between 45-54 years occupying about 30% of the total tourists. These groups are followed by tourists aged between 45-54 years at about 25% and those aged 65 at about 23%,with those age between 15-24 years making up for about 10% of the total visitors to the destination. Source: South Australian Tourism Commission (2012) 4.0 Factors associated with Increased Tourism Demand for Clare Valley 4.1 Economic Factors including discretionary income, confidence indices and prices A key factor that has been associated with the increased tourism demand within the Clare Valley destination is the economic factors. Within the context of tourism demand, Yap (2010) highlights that Maurer et.al (2006) analyzed various casual relationships between economic variables and the Australian domestic tourism variable and discovered that the major drivers of Australia’s domestic tourism demand are associated with economic factors such as discretionary incomes, confidence indices as well as prices. According to Yap (2010), Maurer et.al (2006) argued that many consumers make a decision to travel to a particular destination based on their respective financial capabilities to manage to stay at a particular destination. Therefore, as Yap (2010) highlights, Maurer et.al (2006) thus recommended that the Australian tourism stakeholders ought to access the Australia’s domestic tourism market by conducting an assessment of consumers’ financial limitations, Australia’s economic position as well as the domestic travel costs. As a general rule, it is very important to admit the fact that income and prices are key factors in determining both the international and domestic tourism demands. In this case, a factor that has also played a key factor in terms of the increased tourism demand within the Clare Valley destination. 4.2 Social Factors In present-day world, decision making to travel for a particular tourism reason is made based on various social factors; as a result, social factors have been associated with the increasing demand for tourism in the Clare Valley tourist region of Australia. These social factors have actually been linked to the post-industrial period mentality that has created increased discretionary time, hence allowing many to travel for leisure and tourism. Among the social factors that have contributed to this demand include: 4.2.1The unique and distinguishing characteristic of the Clare Valley According to the Urban & Regional Planning Solutions report (2005), research has revealed that target market requirements are generally more than just drinking wine, enjoying good food and having a view at landscapes. In view of this, the major motivations of target markets are often for social factors such as re-invigoration, accomplishment and connection, factors that have been associated with the post industrial era where there has been increased discretionary time and the “play in order to work mentality”. Other than the conventional attractions it is known for, Clare Valley has been able to position itself such that it has been able to tap into the visitors’ requirements for connection not only to themselves but also to their families. With such special and very characteristics from other competing destinations, Clare Valley has been able to enhance their appeal to visitors, as a result, demonstrating a strong differentiation and market appeal, a factor that has made them more competitive and tricky for their rival destinations to copy. The unique qualities have without a doubt been attracting increased domestic inter-state and intra-state, as well as international overnight tourists for many years. Given this, there is no doubt that the unique and distinguishing characteristic of the Clare Valley form a significant factor associated with the rising tourism demand within the region. 4.2.2 Food and Wine According to a research on consumer demand project carried out by Tourism Australia within Australia’s major tourism markets, food and wines not only play significant social factor role in as far as the holiday decision-making is concerned but is also the most significant emotive trigger (Urban & Regional Planning Solutions report ,2005). Clare Valley is no doubt widely popular for wines and foods. Wine festivals and tours are a feature of its cultural life, a factor that has certainly been drawing a large number of holidaymakers, both domestic and international to this scenic destination. With the globe simmering with the desire for culinary as well, this destination is also spectacularly positioned (well-placed) to attract an ever-increasing wave of food and wine-loving tourists. Given this, there is no doubt that foods and wines form a significant factor associated with the rising tourism demand within this particular region. 5.0 How well the advertisement targets the market for Clare Valley The main purpose of an advertisement is often to introduce a particular product or service, to explain the given product/service; to express its distinctive selling points; offer a clue on price in addition to indicating the location/availability of the products/services (Devashish, 2011). Following all these, it can be argued that the advertisement indeed targets the market for Clare Valley. Initially, among the most common information about Clare over the past decades is that it had a little to offer except for wine tourism only. However, this advertisement has aimed at changing or transforming such a notion, as a result, promoting the destinations’ various attractions (what is being offered).This will definitely be effective in as far as changing the communicated perception is concerned, in so doing, encourage various tourists to visit the destination. Other than this, the advertisement has also been able to leverage the strengths and the attributes of the Clare Valley, in this case, expressing its distinctive selling points. For instance, apart from its popularity of wine tourism seen as its major strength, the advertisement has as well promoted other opportunities for tourism experiences and which relate to major themes including wine and foods, sports tourism, festivals/events, healthy lifestyle, history and heritage, countryside or rural living, as well as arts and culture. This may actually play a role in terms of tapping in on the young age-group market segment that has been statistically highlighted visiting the destination in low numbers. From the perspective of consumers of the tourism products and services, the advertisement has really tried to arouse the tourists’ anticipations of the Clare Valley by promoting this destination as a region of high-quality wine, good foods and experienced cellar door services. The advertisement, in this case, has been of great importance as it has enhanced the destinations’ appeal consistent with the inherent attributes the destination has (Devashish, 2011). It has actually marketed Clare Valley’s wine, food and other tourism other opportunities relating to other major tourism themes as potential success partnerships, which have no doubt put this destination firmly on global map by marketing the best of the destination today; making this destination not only easy to access but experience, as a result, painting the picture of a more appealing destination for tomorrow. This has made sure that Clare Valley is well-positioned to benefit from the sizeable growth with the tourist-driven market. 6.0 Conclusion From the above report, it is clearly evident that Clare region, as a tourist destination, has indeed the opportunities for growth. The destination has tourism experiences that actually relate well with many consumers, notwithstanding the fact that other rival destinations also offer them as well, and are not far from Adelaide. On the other hand, judging by the statistically small numbers in terms of international tourists, the focus for this particular destination ought to be on branding and future development so as to create a unique selling proposition and project what delivers the vision for the destination. References Devashish, D. (2011). Tourism Marketing. Pearson Education India South Australian Tourism Commission. (2014). Barossa and Clare Valley, Retrieved on April 11th, 2014 from http://tourism.sa.gov.au/industry/destinations-barossa-clare-valley.aspx South Australian Tourism Commission. (2012). Regional Tourism Profiles, Retrieved on April 11th, 2014 from < http://tourism.sa.gov.au/research-and-reports/regional-tourism-profiles.aspx> Urban & Regional Planning Solutions Report. (2005). Clare Valley and Barossa Tourism Regions Integrated: Strategic Tourism Plan Yap, G. (2010).An Economic Analysis of Australian Domestic Tourism Demand Read More