1.1 Critically analyse the need for destination management.

Destination Management Definition

"Destination management describes a process involving concerted activities
aimed at managing a particular tourism territory's economic, socio-cultural and
environmental aspects. It acts as a vital role in sustainable tourism as steps taken at
regional and local level will control the impacts of tourism more effectively within
destinations"
Australia is a country and continent covered by the oceans of Asia and the Atlantic. It
has major coastal towns such as Sydney, Brisbane, Melbourne, Perth and Adelaide.
Canberra, its capital, is inland. The country is known for its Sydney Opera House,
the Great Barrier Reef, the Outback, a vast inland desert wilderness, and rare animal
species such as kangaroos and duck-billed platypus.

Tourism Destination Management in Australia

Australia is the world's only country to claim a whole continent. The multi-level
government operates tourism agencies at state, regional and even municipal levels.
They are trained in particular country regions or tourism industry segments (inbound
or outbound, customer or professional). The National Tourism Promotion Strategy
includes advertisement through agency web sites and tie up’s with international tour
and travel agencies and providers of domestic tourism, transportation,
accommodation and tourism infrastructure will promote its tourism and attract tourist
from all over the world.

Australia tourism facts and figures

- Australia was visited by 8.5 million international visitors in 2018
- $43.9 billion of total international visitors spent in Australia in 2018.
- 271 million international guest nights in Australia
- Every hour, 970 people arrive in Australia
- Directly contributed $57.3 billion to Australia's GDP
- Directly and indirectly, 996,000 Australians work 1 in 13 jobs.

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1.2 Critically analyse the impacts of tourism in destinations.

i Economic Impacts
- The direct impacts are expressed in the company's increased sales revenues for
various goods and services that cater for visitor needs. Some of these businesses
are inside, and others are outside, which can be considered' the tourism industry.' In
addition, such companies and organizations buy goods and services from different
suppliers within and outside the destination zone.
- ' Flow-ons ' are a result of indirect effects when direct suppliers are buying inputs
from other companies in the region that, in turn, are buying input from other
companies and others. For most sectors for the economy the indirect effects of initial
tourist spending are influenced to a certain degree.
- Induced effects occur when direct and indirect investment beneficiaries-business
owners and their workers-spend their higher incomes. This in turn begins with a
successive round of purchasing of intermediate companies and adds more output
and jobs to the Gross Domestic Product (Archer 1977a, Jackson 1986, Holloway
1989, Fletcher 1994a).

ii Social Impacts
There are many wide-ranging social impacts of tourism impacting those in
rural and metropolitan Australia. In resident surveys the following impacts are most
prominent:
Impacts of tourism in rural Australia
- Tourism serves regional areas and provides local businesses with jobs and
stimulus. However, tourism also leads to overcrowding (Tovar & Lockwood, 2008),
as is evident in Uluru, where flight operators have launched more demand-based
services (“Jetstar launches Melbourne flights to Uluru” 2014).
- In areas like Port Douglas and Cairns, there is growing demand for a wide range of
facilities and attractions to accommodate the diverse populations of visitors,
compared to residents ' demand (Queensland Government Department of
Infrastructure and Planning, 2008).
Impacts of tourism in metropolitan Australia
- Locations that are heavily populated by visitors suffer from increased litter such as
Bondi Beach in Sydney. People, however, believe that tourism is providing
incentives to conserve the natural environment (Edwards et. al, 2010).
- Although tourism has encouraged increased resident pride (Edwards, Giffin,
Hayllar, and Ritchie, 2010), tourism has caused a higher level of crime, illicit use of
drugs and anti-social behaviour in relation to alcoholic beverages (Fredline, 2002).

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iii Socio-Cultural Impacts
- Positive impacts-Lifestyle of Local people can be enhanced by developing local
services and amenities (developed to support tourism) that could lead to better
schooling, health care, job opportunities and income.
- Negative impacts-Existing infrastructure (roads, highways, health care) can be
affected due to burden generated by tourism. This effects Activity and lifestyles of
local people. Local people will imitate tourist behaviours which will effects community
traditions as well as behavioural norms.

iv Environmental Impacts
- The threat of climate change, putting the country's tourism industry and species
diversity at risk, many of Australia's famous natural attractions such as the beaches,
the reefs and the national parks are increasing. Heat waves, hurricanes, rising sea
levels and coastal erosion are raising the risks to the tourist industry in Australia-the
second most significant source of exporters after coal. Australia's tourism sector is
highly vulnerable, primarily because of its reliance on the natural attractions that are
already impacted by the rising sea level and growing extreme weather conditions.

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1.3 Critically evaluate the influence of external factors on the development of tourist
destinations.

Political
- Canberra is Australia's capital, and Sydney is the country's largest city. Australia's
total area is 7,741,220 square kilometres, making it the world's sixth largest country
(Statista, 2017).
- Australia comes under the Commonwealth of Nations, OECD, and G20. It has a
very close association with the U.S. which has a safe and stable political
environment. Australia's international tourism sector has shown fair optimism for nest
ten years.

Economic
- Australia is the world's 13th largest economy. In 2017, the economy expanded by
2.4% below expectations. In 2018, though, it is projected to rise by around 3 percent.
It is also predicted that business investment, household income and inflation will
slowly pick up (OECD, 2018).
- Economic growth problems can further improve the tourism industry in Australia.
Case data to tell us that international tourism is Australia's growing business.

Social
- Australia has a relatively small population of 22.9 million compared with other major
economies (BBC, 2018).
- Most visitors have a soft spot for Australia as it offers sea and beach attractions,
wildlife, and modern cities. There are no better examples than kangaroos and
koalas from Australia. Australia has evolved into a meat paradise. Australia has
gained international attention only comparatively recently, there are now 930
wineries in Australia, many of which are small family operations. But the
conglomerates account for about 80 percent of all wine production.
- As a measure of the intention of visiting Australia to consider different groups of
social classes, there are very different patterns of spending. The way the money is
spent is vastly different, representing their particular tastes and preferences, beliefs
and expectations. Evidence suggests that occupation, which tends to be closely
linked to the educational level, is a much better social class determinant.

Technological
- Australia comes under high-tech nations. The introduction of new technologies at a
faster rate than many other developed countries is well known. Over the years, the
country has seen tremendous technological growth. Purchases of software will rise
by 4 percent in 2018 to $63 billion and by 2019 to $65 billion (Pash, 2018).
- New technologies create new markets and opportunities, such as the development
of the Internet, the online portal of Tourism Australia, www.australia.com, delivered
more than 780,000 pages of information to users (site visitors) with language
selection options.

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Environmental
- Australia is known for its brilliant biodiversity throughout Australia, more than one
million plant and animal species are found. That’s why every year millions of visitors
from overseas visit the country.
- Australia, however, is facing some environmental challenges. Australia, for
instance, is the world's driest populated continent. A recent Senate investigation
concluded that climate change is Australia's ' current and existential national security
risk.' Water shortages, infectious disease transmission, and regional food, water and
land disputes are some of the potential outcomes of climate change.

Legal
- McRae (1995) Australia's tourism industry has been affected by the privatization of
airlines, airports and railways. Nevertheless, a significant proportion of tourist
attractions are still operated by the state. Examples include big attractions like
museums, galleries of art and gardens. The government's purse continues to fund
new attractions, but given the privatization of government assets around the world; it
is not inadvisable to argue that parts of the attraction sector may be subject to the
same process.

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2.1 Critically review the emergence of destination management and marketing at local,
national and international levels.

LEVELS OF TOURISM PLANNING

Tourism planning at local level

- Government provides and maintains 88% of the road network. Other tourism-
related infrastructure includes airports, airstrips, signage, caravan and camping
grounds, public toilets, black waste dumps, recreation centres, sports centres, visitor
centres, boat ramps, museum and art galleries and rest areas on the roadside.
- The 1993 Disability Services Act (amended in 2004) consists of Disability Access
and Inclusion Program by local and state governments. Such initiatives ensure that
people with disabilities can access information, services provided by local
government, including those who are tourists.
- There are 127 visitor centres throughout Australia that provide their tourists with a
range of services. Visitors view the primary role of visitor centres as "providing
reliable, authoritative, and unbiased information," operating under four main models,
employing 101 full-time staff, 202 part-time staff, and 537 volunteers.

Tourism planning at National Level

-Promotes high quality tourism experience, including indigenous tourism.
-Imitate tax, bureaucracy and rules and regulations against the industry.
- Create coordinated and effective advertising technique to increase demand.
- promoting the progression of tourism foundation to stimulate demand.

Tourism planning at International Level

-Cross-portfolio coordination in planning and pursuing visitor economy reforms
across the Australian Governments.
- Improve visa arrangements to make Australian visitors ' visas easier, faster and
more competitive.
- Develop aviation capacity and customer experience to increase connectivity and
versatility in the tourism environment.
- Develop a skilled workforce in tourism to better serve the economy of visitors.
- Identify partnerships, efficiencies and marketing expenditure opportunities to drive
demand for travel to Australia and enhance conversion.

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 MARKETING LEVELS

Tourism marketing at Local Levels

Digital and Social

the two consumer-facing websites of Tourism Australia, australia.com and
australia.cn, was relaunched in 2015/16 on the Adobe platform. The continued
refinement of both websites is aimed at offering more personalized and relevant
content to international travellers, depending on their country of origin and interests.

Social Media
The social media team curates images posted on these sites, offering a forum
to promote their goods and experiences to a global audience for Australian tourism
businesses.

Tourism marketing at National Level

Commercial Partnerships
Commercial partnerships enable Tourism Australia to extend the scope of
campaigns through its own marketing channels of purchased media and partners.
Importantly, business partners connect consumers to channels of booking, driving
people who intend to visit to take the next step to book their Australian holiday or
business event.

State and Territory Tourism Organisation Partnerships

The' one voice' programs of Tourism Australia with state and territorial tourism
organizations (STOs) drive compatible investment in marketing campaigns in key
markets. They also support the hosting and broadcasting of content and trade events
in international media, both in Australia and offshore.

Tourism marketing at International Level

-Connecting Australian tourism product buyers with sellers via onshore business
activities such as the Australian Tourism Exchange and offshore events.
- Facilitate product development by industrial activities, new product projects and
involvement with inbound tour operators.
-Standalone and collaboration programs with tourism agencies, airlines and key
distribution partners in the state and territory to provide customers with easy access
to book their travel to Australia.

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2.2 Critically analyse the roles of destination management organisations.
The Australian Trade and Investment Commission (Austrade) is the NTA of
Australia. The function of Austrade is to develop policies, attract investment and
provide research to increase Australia's market share in tourism (Austrade, 2018).
Tourism Australia (TA) is the other major DMO in Australia. TA is a government body
attracts tourists in Australia, for relaxation and business purpose (Tourism
Australia, 2108a).The organization operates in 15 major markets and operations,
which include publicity, media and public relation programmes, trade fairs and
industry programmes, promotions for its clients.
Tourism Australia Act 2004
- Tourism Australia is a Commonwealth corporation created by the Tourism Australia
Act 2004.
-The main roles of Tourism Australia under section 6 of the Tourism Australia Act
2004 are:

 Influencing people to visit Australia, including the events.

 Influencing people to travel to every place of Australia.
 To help promote Australia's sustainable tourism industry.
 To help to boost Australia's economic benefits from tourism.

- To further bridge the gap between Native and non-Indigenous Australians, Tourism
Australia have revised its Reconciliation Action Plan (RAP). RAP focuses on the
following three key areas:
Relationship

 To increase awareness of the traditions and cultures of native tourism all

across the network of tourism distribution and through direct channels.
 To boost Native Tourism's profile through government agencies.
Respect
 Increase awareness and appreciation of the ambitions, traditions and
accomplishments of native Australians among tourism Australia staff.
 Developing and improving its relationships with native investors and
communities that they belong.
Opportunities
 Supporting and encouraging programs of native tourism operators within
tourism industry.
 Employing, supporting and encouraging native peoples and creating
opportunities for mentoring their youth interested in entering the tourism
industry.

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2.3 Critically evaluate the factors that influence the performance of destination
management organisations.

Micro factors

Strengths
- Core strengths are that the destination is special and well-known for its experiential
experiences, which makes it easy for travellers to choose the destination, primarily
because of its niche appeal. This has also driven tourists to spend a large amount of
money even though the average cost during a trip to South Australia is 1.3 times the
international average expense which is fantastic. The area has many exclusive
attractions, makes it famous tourist destination (Gary, 1998).
- The next main strength is that the AUD is weak in comparison with many other
currencies, which lead more people to choose Australia as a tourist place because
they get a lot more value on their visits.
- The transition to digital marketing to make the global audience aware of the unique
features of the area, thus generating a relatively cheap digital media campaign, is
another major strength they have leveraged.

Weakness
- One of the main weaknesses is that European countries, which are the biggest
tourism spenders, have been in deep recession for a while now and have drastically
reduced the volume of travel and tourism spending, and this is more likely to affect
the country's tourism. The economic recovery is weak and so the domestic
expenditure in tourism is also likely to fall due to lower consumer interest.
- Another major weakness is that corporate and business travel has also fallen
sharply in recent quarters and industry experts think it will not drastically improve in
at least the coming quarters (Smith, 2003).

Opportunities
- One of the key opportunities they have is a close relation to Asia, has emerging
markets in terms of tourism spending.
- Another great opportunity is that the government's travel restrictions have eased,
and this can be leveraged to get more people to visit the country. With its low
airfares, the aviation sector has supported tourism and the airfares have dropped,
making it more affordable for a wider array of people.
- Another significant opportunity is to interact with certain major companies that use
the Loyalty Point system to transform it during travel in various activities, and cross-
industry advertising will contribute to tourism in South Australia as it indicates that it
creates demand in most cases (Jennings, 2008).

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Threats
- The main threat facing the sector is that the euro zone's weak economic growth
prospects create a huge fall in its conventional target market.
- Loss of these segments will mean that they will have to compensate for the same
for other areas which will be new markets to them and will compete with the players
who already exist.
- Another major threat they face is the restrictions on air space, which limit the
number of places and therefore, even if the airlines offer customers low costs. Due to
the restrictions imposed, it remains difficult to exploit their potential opportunity.
- The industry of travel is also not expected to grow in line with its national economic
recovery.

Macro factors

Political factors
the reasons why Australia as a destination is having trouble growing business
tourism destination and political vulnerabilities are as follows:
- Destinations of political uncertainty
- The ongoing fight between the ruling party and the opposition

Economic factors
- Australia has a recession, high unemployment and low incomes in the tourism
sector, and it is characterized by its seasonal operation and short duration of tourism
in comparison with others (particularly business and finances).
- Australia also has poor transport links with international destinations and poor
transport connections within Australia's destinations (airports and railways).

Socio-cultural factors
- Australia is a destination with a rich heritage and natural attractions emphasis
should be focused on showcasing, displaying and offering traditional cuisine, drinks,
traditional markets, festivals, and sport and business tourists to enter, experience the
destination and memories that will bring you back to the destination for leisure and
relaxation, if not company.
- Knowledge of marketing management in tourism is considered to be insufficient, so
Australia will focus on development and excellence in this field.
- It is also important to increase the general level of service and compassion by both
staff and the local population, and what is the result of a lack of general knowledge
and awareness of the need for welcoming and satisfying tourists.

Technological factors
- Australia needs to develop transportation and transportation infrastructure
technology to allow tourists to access any destination by air, road, rail or sea
transport, which means improving airport infrastructure and efficiency, increasing the
number of direct flights to destinations around the world, and enhancing
transportation inside and within the destination.
- Australia can modernize an increasingly important institution for delivering tourist

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services, implementing a range of smart service providers, such as online check-in,
high-quality and modern air and bus transport, free or paid websites where tourists
can communicate with the world, and improving infrastructure, marina beds, public
and private pools, and toilet facilities.

Ecological factors
The management of waste and recycling not only impacts local residents, but also
affects the foundation of tourism sector. The increase in temperature can impact the
natural tourism resources of the area.

Legal factors
- In Australia, the general development of Australian tourism is primarily defined by
legal framework and tourism legislation and the law on regulating the ties that can
have an effect on the development of business tourism in Australia.
- As Australia is not accomplished by the basics of business tourism, no laws are
specifically designed and enforced in Australia to improve business tourism, but they
follow the state's general regulations. The legal environment in which business
tourism operates should control visa regime issues for visitors arriving at the
destination for business activities and conferences, with a particular focus on the
target market countries.

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4.1 Critically analyse the relationship between destination marketing and destination
management in a range of destination management
organisations.

International marketing
Through consumer-facing promotional strategies and an export promotion and
involvement in exhibition, they promote Australia an exceptional holiday destination
for international markets.

Partnerships
Tourism Australia implements trade partnership with important associates
which include the regional tourism organisations and the Australia Tourism Council,
to provide marketing destinations and business growth results that lead to the
Tourism 2020 Strategy.

Familiarisations
The trade and media familiarization plan of Tourism Australia seeks to
demonstrate Australian destinations, goods and experiences. Media familiarizations
encourage press to inform about Australia as a desired destination for travel while
advertising the country's attractions. Trade familiarizations then help tour operators
and travel agencies to know about the goods and experiences available in Australia,
allowing them to sell to their customers with confidence.

Brand and campaigns

With the support of the strategic advertising partner of the agency, Cummins&
Partners, encourage tourism to the Country through market brand. They are more
focused on domestic and international advertising to support Australia’s tourism.
(Cummins &Partners is Australia's Independent creative media Agency which
develops varied brand platforms for its clients).

Public relations
Public relations provides promotional opportunities of Australia's exceptional
holiday and event experience across a variety of conventional and social media
platforms.
Digital marketing
The scope of digital design, CX and development work includes helping
Tourism Australia to promote its destinations all over the world to stimulate in
increase of their user base and travellers.

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References-
1.1 Ref-
Australian Tourism Statistics 2019 | Travel Research & Statistics? Budget Direct? (n.d.).
Retrieved from
https://www.budgetdirect.com.au/travel-insurance/research/tourism-statistics.html

Herbert. (n.d.). DESTINATION MANAGEMENT. Retrieved from

https://destinet.eu/topics/destination-management-good-governance

Trip savvy. (2012, December 1). Retrieved from

https://www.tripsavvy.com/official-tourism-boards-of-australia-3252244

1.2 Ref-
Economic impacts and benefits of tourism in Australia: a general equilibrium approach. (2004).
Retrieved from (pag.3-6)
https://www.academia.edu/20676100/Economic_impacts_and_benefits_of_tourism_in_Australia
_a_general_equilibrium_approach

Impacts of Travel and Tourism on Australia. (n.d.). Retrieved from

https://prezi.com/cviyzkwdv5b3/impacts-of-travel-and-tourism-on-australia/

FOGARTY, D. (n.d.). Climate change threatens Aussie tourism. Retrieved from

https://www.straitstimes.com/asia/australianz/climate-change-threatens-aussie-tourism

The Socio Cultural Impact Of Tourism Tourism Essay. (n.d.). Retrieved from
https://www.ukessays.com/essays/tourism/the-socio-cultural-impact-of-tourism-tourism-
essay.php

1.3 Ref-
HowandWhat.net. (2018, August 31). PESTEL analysis of Australia. Retrieved from
https://www.howandwhat.net/pestel-analysis-australia/

To summarise the Marco environmental issues affecting Australian Tourism. (n.d.). Retrieved
from
http://www.markedbyteachers.com/as-and-a-level/geography/to-summarise-the-marco-
environmental-issues-affecting-australian-tourism.html

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2.1 Ref-
Morrison, A. M. (2018). Marketing and Managing Tourism Destinations. London, England:
Routledge.

Tourism Australia. (2016, December). Tourism Australia Corporate Plan 2017-18 to 2021-22
Retrieved from (pag.8-16)
http://www.tourism.australia.com/content/dam/assets/document/1/6/x/6/a/2002546.pdf

https://www.pc.gov.au/research/completed/internationaltourism/comments/submissions/submiss
ion-counter/sub019-international-tourism.pdf

2.2 Ref-
Morrison, A. M. (2018). Marketing and Managing Tourism Destinations. London, England:
Routledge.
Our Vision - Corporate. (2019, December 16). Retrieved from
http://www.tourism.australia.com/en/about/our-organisation/our-vision.html

Reconciliation Action Plan. (2019, December 13). Retrieved from

http://www.tourism.australia.com/en/about/our-organisation/reconciliation-action-plan.html

2.3 Ref-
Ref-
Marketing Analysis Report Australian Tourism. (n.d.). Retrieved from
https://www.ozassignments.com/marketing-analysis-report-australian-tourism/

The Macro Environment Analysis | Australia. (n.d.). Retrieved from

https://www.ukessays.com/essays/tourism/the-macro-environment-analysis-tourism-essay.php

Macro forces for tourism changes. (n.d.). Retrieved from

https://anintroductiontotourism.weebly.com/macro-forces-for-tourism-changes.html

Marina Gregoric. (2014, January 1). PESTEL ANALYSIS OF TOURISM DESTINATIONS IN

THE PERSPECTIVE OF BUSINESS TOURISM (MICE)

4.1 Ref-
Ref-
Marketing. (n.d.). Retrieved from https://www.tourism.wa.gov.au/About%20Us/Our
%20organisation/Our-role/Pages/Marketing.aspx#/

Tourism Australia. (2016, December). Tourism Australia Corporate Plan 2017-18 to 2021-22
Retrieved from (pag.15-19)
http://www.tourism.australia.com/content/dam/assets/document/1/6/x/6/a/2002546.pdf

Tourism Australia appoints Digitas and ASAP+. (2019, December 16). Retrieved from
http://www.tourism.australia.com/en/news-and-media/news-stories/Tourism-Australia-
appoints-Digitas-and-ASAP.html

BIBLIOGRAPHY-

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Harrill, R., American Hotel &. Lodging Educational In, & &. Lodging Assoc American Lodging
Assoc. (2012). Fundamentals of Destination Management and Marketing. Educational Institute.

Pike, S. (2015). Destination Marketing: Essentials. London, England: Routledge.

Thomas, R., Thomas, S., & Andrew, D. (2011). The Complete Guide to Finding the Birds of
Australia. Clayton, Victoria: CSIRO PUBLISHING.

Wang, Y., & Pizam, A. (2011). Destination Marketing and Management: Theories and
Applications. Wallingford, England: CABI.

Submitted by--MRIGANGA BARMAN

OTHM Reg no-
Qualification title-OTHM Level-7Diploma in Tourism and Hospitality Management
Place of Study-Blue Whale Academy

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