Destination Analysis of Gold Coast, Queensland Australia - Report Example

DESTINATION ANALYSIS OF GOLD COST, QUEENSLAND AUSTRALIA By Author’s Name Name of the Class Name of the Professor Name of the School City, State 15 September, 2014 1. Introduction Gold coast city is one of Australia’s largest markets for tourist destinations. It is located on the south eastern sides of Queensland in Australia and is known to have numerous tourist attraction places and services. It is a city with high potential for economic growth with tourism industry been one of the local drivers, which creates employment for thousands of people. Gold coast is a small yet profitable region in area of 1337 Km2 and a growing population estimated to be 536480 people as a of 2013 (CCIQ, 2013). It harbours numerous attractive sites for different tourists and expected to outshine other competitive destinations in Australia. However like the rest of businesses environments across the world, Gold Coast and its tourism industry is affected by both micro and macro forces in the operating environment. 2. Examination of destination key resources There many destination sites that appeal to visiting tourist in Gold Coast and not any other destination in Australia. Based on the model of competitive destinations by Ritchie and Crouch, “core resources and attractors are the motivators for visitation and reason why prospective visitors prefer one destination over another” they entail nature, events and man-made product/activities (2010, p.1054).Gold Coast is composed of attractive core resources out of man-made features and nature itself, which motivates visitation. 2.1 Streams and waterfalls Gold coast hinterland harbours scenic waterfalls at the natural bridge section. The natural bridge is a unique geological feature formed over years from a basalt rock cave. The beauty is the waterfall that naturally tumbled through the roof of the rock to form a cave below and bridge itself (Travel diary, 2011). Besides, visitors can experience beautiful cave creeks/ streams spilling into the caves and out through other rock openings and the glowing worms at night. Others are the Pulling Brook falls drooping into the rain forests and cedar creek falls of Mt. Tamborine. 2.2 Beaches Gold coast has got long stretching beach, which is used as a playground to support leisure and sporting activities. They include the surfers’ paradise, Palm, Burleigh, main beach at the Southport, mermaid beaches and the rest. Gold Coast has 21 patrolled beaches “famous for their clean, warm (23 degrees C in Summer) blue waters, golden sand and never ending sunshine,” which are suitable for surfing on the waves, swimming with dolphins, playground, picnic, relaxing beach front, day and night stroll ups and fishing in the deeper waters (gold-coast.net, 2012). 2.3 Rainforests and mountains It includes the ancient widespread parts of the subtropical rain forests, where wild animals live and running streams cut across. According to the State of Queensland, it has a landscape of thriving “subtropical and temperate rainforests, open forests, montane heaths, seemingly impassable ranges, plateaus and imposing peaks” (2012, p.2). A forest where one can find the native animal and plant species like ancient Antarctic beech trees, eucalyptus and high canopy trees. Features like Tamborine Mountains, McPherson ranges, mangroves and high cliffs along the coast and avail beautiful hiking and viewing sites of the surrounding. 2.4 Wildlife Compared to most wildlife sanctuaries and parks across the world, it’s in Australia where most native animal species like kangaroos and koalas would be found. Take an example of the Corrumbin wildlife sanctuary in Gold coast, you find these species and special wild Lorikeets. Gold coast also has the luxury of parks (Mt. Barney, springbrook, main range, moogerah peaks and the famous lamington national parks), where they can experience adventures, watch other wild and interact with tamed animals (State of Queensland, 2012). Visiting families get to learn of these animals species and have unique memories to take home with them. 2.5 Cultures Gold coast has attracted different settlers of ethnic background over years, but the aboriginal society, especially those residing near the rain forest region demonstrate unique cultures and experiences of their heritage. You get to meet friendly people of Gold coast and aboriginal presenters in places like quaint mountain villages perform their traditional dances and stories, appreciate the diversity in their dressing code and lifestyle whether live or in film form. Amongst others are the Torres Strait Island cultures and didgeridoos musical performances by indigenous Gold Coasters. 2.6 Dreamworld It’s a major attraction (other than white water world and skypoint) composed of both manmade and physical elements that has put Gold coast and Australia at large in the World’s competitive tourist industry. Dreamwold is a major theme park composed of corroboree, big 8 thrill rides, wiggles world, Tiger Island and Madagascar live (Ardent Leisure, 2014).People experience different animations, wild life (polar bears, seals, dolphin, koalas among others), adventurous rides, learn performing arts (e.g. Kung fu) and aborigines traditions, sheep shearing and take recreational activities. It a unique place for kids, adults and team building visits. 2.7 Events and social amenities Organized annual events and festivals like the Garden festival, Gold Coast Ocean and multicultural festivals help lure tourists in such seasons and showcase their sports, skills and cultures to the world. There also amazing cultural and modern markets and restaurants, selling diverse cultural food for Gold coast and rest of the world, such that visitors can feel at home. Enjoy fascinating lodging in scenic coastal sides and forest environments like O’Relly’s guesthouse and Tamborine’s caravan. Most of these core resources cannot be experienced anywhere, especially as a package offered in Gold coast destination. 3. Destination image Gold coast has had a positive image across the world, promoted by the media advertisements, which contributes to increased number of visitation in years. The government of Queensland and Gold Coast has invested heavily in tourism industry, transport and economic expansion to support the destination’s performances. Unlike other tourists’ destinations across the world like Kenyan market, Gold coast has not recently experienced devastating incidences of terror attack that would taint its image. It has a good reputation and continues to build on it, which have cushioned the effects of increasing crimes. The projected Common wealth games to be held in Gold Coast will play a significant role in promoting and maintaining the destination’s positive image (gc2018.com, N.d). However, because of such large events, opportunities of improvement have been detected, especially in security and investment in transport and business expansions. 4. Destination’s promotional material Websites: In the current world, the desire to know a destination is first easily enabled by the technology through browsing destination’s websites for information. Gold coast has been well promoted across the world through the Queensland’s government and sites management for tourist destination. For example, Dreamworld theme parks alone have their website that promotes its services; second through Gold coast tourism websites, it lists the various attractive sites, services and events/activities allowed for the visitor. Tourists can find event calendar and tourists contact offices Video: Compiled video of the destination’s sites and tourists’ experiences are also available online attached on promotional websites, which gives tourist a glimpse of what is experienced ranging from the landscape, thrills, camping and wildlife among others. DVDs and CDs of documented films and events like surfing sports, multicultural festivals, and experiences in Gold coast are also use as promotional materials. Tourists’ magazine and guides: These are publications with detailed information of the visiting sceneries and exhibition. The locations are described with clarity, how to reach them (vehicle/walking) and what not to do at the sites. Guides include maps to clarify of directions and contacts to seek help are available in the magazines. Magazines also carry information on events and reference photos to visitors to relate on tours. Downloadable Brochures: Gold Coast use both manual and e-brochure to promote its services to reach out to potential tourists 5. Current levels of visitation to the destination and recent levels/changes Tourist visitation in Gold Coast has experienced changes over the last five years. Relatives, visiting friends and vacation visits by foreigners are the majority types of visitors, not to mention the business class. As of 2011, Dredger and Jamal states there were “estimated 723, 800 international and 3.2 million domestic tourists that generated 8 and 12.7 million visitor nights respectively, which facilitated creation of AUS$3 billion from the businesses and employment of 35300 people” (2010, p.10). Although there lots of changes in the domestic tourism, preferring other destinations, the number of tourists in general has grown compared to the previous years. The total number of tourists in 2013 was estimated 6.8 million domestic day trip visitors (3.4, 1.6 and 1.8 million visitors from domestic, intrastate and interstate visitors respectively), and generated 14.1 and 9.4 million visitors nights from domestic and interstate level respectively, which contributed about AUS$4.7 billion to Gold coasts economy (Gold Coast regional snapshot, 2013). It has experienced an additional growth of international visitors, especially from China and Asia. 6. Gold Coast’s key competitors Competition for tourists’ destinations will continue to increase with enhanced connectivity of the Australia and the world. As more markets achieve penetration Gold Coast would need to re-invent itself or brand and maintain its uniqueness. Sydney, Melbourne in Victoria and Queensland sunshine coasts remain great competitors' destinations for Gold coast (Faulkner and Tideswell, 2002). In the global level, destinations like South Africa and Kenya (from Africa) and New York and Las Vegas (in USA) and Brazil among other also have much to offer in the international market. Many factors like economic power, age bracket and preference among people influence visitor’s destinations. 5.1 Sunshine coast Points of differentiation: Compared to Gold Coast, it is still a young tourism industry generating much less economic power. Like Gold coast it has a national park, much friendlier beach environments and whale watching season, but lack special resources as manmade theme parks. Most of its tourist’s attractions still rely on the natural features and environment. However, its strengths and point that differentiates Sunshine tourism are the series of cultural activities (historical sites, museums and galleries), opportunities of viewing killer whale which are rare elsewhere and friendly warmer climate for beach watching at sunrise and sunset. Promotional materials: Sunshine Coast has a website which provides reliable information on the places to visit, accommodation facilities, leisure experiences, map directions, expected weather conditions and available holiday deals on discount (queenslandholidays.com.au, n.d). It allows for virtual tours through downloadable video where visitors can view clips of experiences and enhance their desire for such pleasure. Brochures are also available and online platform has been embraced a major promotional site. 5.2 Melbourne Points of differentiation: It is known to attract more domestic tourists that competitive Gold Coast, Sydney or Sunshine coast. Melbourne is a city with heavy investment in economic development (transport and construction) among others, but entertainment industry in arts and cultural heritage is above most cities currently in Australia. It has attractive botanic gardens, aquarium, zoos of different species of animals, Victoria’s gallery for art collections, city’s observation points (Eureka skydeck and star observational wheel), kids’ attractions and historical land marks among others. In Melbourne the point of differentiation arises from the cultural and art industry (theatre, street and performing arts), which continue drawn wider number of youths (Tourism Victoria, 2010). The younger tourists (between 18-35 years) prefer this destination for the embraced cultures and entertainment industry. Walking along Melbourne’s street, you realize the street art is major component; graffiti are displayed in authorised sections of the laneways and help promote the image of the vibrant urban culture of Melbourne. Together with matured entertainment industries, unlimited fun and celebrations in events, clubs and bars can be compared to Las Vegas entertainment. Promotional materials: Melbourne’s cultural brand is promoted across websites and other online platforms. It uses E-news to inspire and update tourism industry, destination Melbourne blog, facebook and twitter social media to inform of events and happenings, solicit opinions, encourage new thoughts and engage with the visitors (Destination Melbourne, N.d). Others include publications of visitors guide in different versions based on the majority visitors (English and Chinese are common), insider guides for stylish shopping and dining, guiding maps and series of periodic campaigns to enhance awareness and promote visitations. Information on contacts and discounted packages are also offered on the destination Melbourne’s website. 5.3 Kenyan tourism and S.A brand in the international level Unlike Gold coast destinations, Kenyan tourism is favoured by the annual warmer climates. Its strategic location at the equator eliminates the differences brought by winter/summer seasons in Australia. Wild life is a major attraction in Kenya from the jungle, but the brand safaris tours and experience of the ‘big five’ and wildebeest and zebra annual crossing of river Mara is the utmost differentiation point (Zijlma about.com). Drakensberg mountain, big five and largest Tugela fall in South Africa (S.A) differentiate it from Gold coast. 7. Prevailing business environment and affecting forces Luckily enough, Gold coast has operated in much friendlier business environment for many years. Cases of major terrorism attacks, political motivated riots and governance instability as experienced in other competitive destinations across the world have not occurred. Minor crimes have been controlled locally, but more can be done to ensure businesses and society’s safety. The tourism industry in Gold Coast is affected by micro forces (occurring within the destination’s immediate arena) and macro forces (influences at the global level and outside the system), which end up affecting the destination market (Ritchie & Crouch, 2010). 6.1 Micro forces Local competitive destinations: The performance of Gold Coast’s tourism has not been at the best in the past four years. Melbourne currently records high level of domestic tourism which was previously experienced in Gold Coast. In those four years competition local competition from Victoria and other parts of Queensland has increased. Although international tourists are still the majority in Gold Coast, other local destinations are increasingly becoming competitive. Local government and management of tourism industry: They are in charge of the core resources that attract tourists; hence their neglect and mismanagement could directly obstruct tourists’ attraction and visitation. The government ensure development of infrastructure, housing and other social and public facilities to support tourism industry. It also encourages foreign investment for economic growth as well as aid in tourism marketing initiatives Political environment: Gold coast political environment ranging from the laws, government and tourism agency operating within have worked in favour of the flourishing tourism industry. It has experienced friendly politics right from the main Queensland state promoting peace and a calm environment for locals and foreign visitors to perform their business and take leisure activities without creation of tension of moral panic in an intertribal society. 6.2 Macro forces Seasonality and Climate: It a global phenomenon except countries along the equator. Like in other destinations of Australia, tourists’ number fluctuates with high capacities in summer and low in winter season. The changes in climatic conditions influences visitors’ decisions, where most would chose to tour warmer destinations. In essence, the profitability from tourism in Gold Coast also fluctuates with seasonality. During the summer, tourists’ destinations including Gold coast receive more tourists while regions across the world experiencing winter receive low number f tourists. This is a temporary issue, but also seems to affect Gold Coast. Value of Australian dollar: Affordability of fares for international tourists and other accumulative charges while in Gold Coast is affected by the value of the Australian dollar in reference to currency in the visitor’s origin. For example, owing to the decline of $AUS, more tourists from abroad would visit Gold Coast, because it cheaper to travel than when the dollar appreciates. This results from the exchange rates implications. Global economic crisis: Past 2007-2008 global economic crisis demonstrated how tourism industry could be hit across the world. One, both international and local and regional tourists in Gold coast would reduce, mainly due to reduced spending on travels and reduced purchasing power. Similarly, as industries and markets across the world continue to be linked financially in the age of globalization, tourism and other trade activities are affected by the financial shock generated from foreign nations. Global organized events: Tourism industry is very sensitive to events pertaining global affairs like sports and cultural activities. At occurrence of the events, a greater number find an alternative for tourism destination. For example, numerous tourists visited UK/London during the 2012 Olympics than any other single period. Similarly, with the expected commonwealth games in Gold Coast during 2018, the event is expected to attract more international/domestic visitors than any other single period, for the profound implications on tourism. Global competition and governments regulations: In the international scene, Gold Coast has numerous competitive destinations as far as in Africa for the cultural heritage and wildlife attractions, and South America especially for sports. Countries have developed their brands in tourism and most stand competitive in the global arena. For purposes of security for foreign citizens, governments have a way of issuing a warning to those travelling to risky or violent zones. Although it has not been experienced in Gold coast, not once have the US and European nations issued travel regulations for their citizens visiting high conflict zones especially in Africa. Provided the interests and values of the tourists are threatened in Gold coast, foreign governments would have no choice other than issue travel restrictions to the destinations in order to protect their citizens. 8. SWOT Analysis of Gold Coast Strengths: Gold coast posses a unique image brand across Australia and the world for the different tourists packages/services of attractions. Most tourists have found value in the brand sold, hence generating and maintain good reputation of the destination. It’s strategically located in a well served area, with Kms of beach length and served by Gold Coast and Brisbane airport from international and local flights. The tourists’ attractions from Beach length to Dreamworld theme parks are unique and rare elsewhere. It is has an already established economy, well developed road infrastructures, housing properties and businesses that can sustain additional capacity from tourism. Weaknesses: No doubt that Gold Coast tourists’ attraction is slowly ageing and the city has become reliant to tourism industry. Cultural tourism is also declining and shifting to other competitive destinations over time. Gold coast has made massive investment in housing infrastructure than re-inventing its tourism themes and products. Opportunities: Based on increasing competitive destination, Gold Coast should focus on reinventing and developing innovative tourists’ products/services. The need for further differentiation of its products is vital for competitiveness of the destinations. It can partner with airlines to offer travel discounts to Gold Coast or further explore on retail experiences and development for markets for cultural arts. Threats: Local and international competition is a major threat. Others are increasing crimes rates, changing climatic conditions and environmental degradation. References Ardent Leisure. 2014. Theme parks: DreamWorld. [Online] Available at: [Accessed 15 September 2014] CCIQ. 2013. Gold Coast Business priorities Report. [Online] Available at: [Accessed 15 September 2014] Destination Melbourne. N.d. Tapping into Tourism. [Online] Available at: [Accessed 16 September 2014] Dredge, D., & Jamal, T. (2013). Mobilities on the Gold Coast, Australia: Implications for Destination Governance and Sustainable Tourism. Journal of Sustainable Tourism 21(4), 557-559. [Online] Available at: http://www.academia.edu/2968840/Mobilities_on_the_Gold_Coast_Australia_Implications_for_destination_governance_and_sustainable_tourism/>[Accessed 23 September 2014] Faulkner, B., and Tideswell, C. 2002. Gold Coast Tourism Market Analysis. [Online] Available at: [Accessed 16 September 2014] Gold Coast Beach. 2012. Gold Coast Beaches. [Online] Available at: [Accessed 14 September 2014] Gold Coast Regional Snapshot. 2013. Year Ending December 2013. [Online] Available at: http://teq.queensland.com/~/media/3D955ECB911F42ED8EE424FE873EFCE2.ashx />[Accessed 23 September 2014] Ritchie, J.R.B., and Crouch, G.I. 2010. A Model of Destination Competitiveness/ Sustainability: Brazilian Perspectives. Public Administration Review, 44 (5): 1049-1066. [Online] Available at: http://www.scielo.br/pdf/rap/v44n5/v44n5a03/>[Accessed 23 September 2014] State of Queensland. 2012. Gold Coast and Scenic Rim. [Accessed 14 September 2014] Sunshine Coast. N.d. [Online] Available at: [Accessed 16 September 2014] The Brand Story: Gold Coast 2018 XXI Common Wealth Games. [Online] Available at: [Accessed 16 September 2014] Tourism Victoria. 2010. Victoria’s Art, Theatre and Cultural Heritage, Tourism Action Plan. [Online] Available at: [Accessed 16 September 2014] Travel diary. 2011. Gold Coast Hinterland with Kids: The natural Bridge. [Online] Available at: [Accessed 14 September 2014] Zijlma, A. 2014. Maasai Mara National Reserve Kenya. [Online] Available at: [Accessed 17 September 2014] Read More