Destination Image
Adelaide is the capital city of Australia and thus, has the role of ensuring that the future of the country is well shaped. Currently, Australia faces a couple of unprecedented changes that arise from major local, national, and global trends. Therefore, reassuring the well-proven record of innovation, creativity, and social transformation would ensure that Adelaide is well-placed in leading Australia to meet current technological trends and changes. Apart from that, it is the government’s wish to enrich the lifestyle of Adelaide as well as boost the growth of the city by ensuring that it becomes one of the global smart cities. Being globally smart means that Adelaide should be opportunity-rich and globally-connected economically. Otherwise, it is the hope of the government to ensure that Adelaide is one of the first carbon-neutral cities in the world as well as being a global leader in sustainability issues (and being able to respond to environmental changes) (Management, 2017a). As documented and praised by many, Adelaide is indeed a beautiful city, with a diverse cultural heritage and a lifestyle that is enviable. The city welcomes people of all life stages to enjoy its beauty. Therefore, Adelaide’s diverse and authentic range of experiences is globally felt and appreciated. Finally, yet importantly, the achievement of the city’s vision is built on the range of features that individuals love about the city, and of which ensures that Adelaide thrives into the future (Kroeber, Kluckhohn and Untereiner, 2015).
Adelaide is considered one of the world’s greatest boutique cities. However, the city is also renowned for a couple of things including festivals, arts, music, universities, sport, Park Lands, fresh produce, an enviable climate, hospitality and retail experiences, economic and social commercial pursuits, and the unique character and heritage. Therefore, Adelaide city is rated as the liveliest city in the world. On the contrary, since the world is currently on the change, the city needs to embrace technological advances at every turn. Apart from that, the city must uphold a clear vision, inclusiveness, a true sense of purpose, shared resolve on capitalization on the existing opportunities, and unity to ensure further progress. The government and all recognizable stakeholders of Adelaide also have to work together with a lot of urgencies because time will always be the most precious resource for development (Learning, 2016).
Since Adelaide is South Australia’s capital, it is charged with upholding cultural, social, technological, commercial, and environmental progress. Since it is also the first city in Australia to be developed under a concrete plan, it welcomes everyone, provides accessibility, and it is compact. Apart from that, the city’s character is charged with being innovative and creative. The management of the city also recognizes the fact that the attributes of innovativeness and creativity are employed in seizing 21st-century opportunities, creating new jobs for the residents, improving amenities, growing the city, and welcoming more tourists ((Management, 2017b). Therefore, the city has launched a campaign known as Picture Adelaide 2040 Engagement Campaign. According to the objectives of this campaign, Australians ought to be informed about the impacts of sustainability and sustainable development. The plan establishes the fact that the Adelaide City community has a huge future optimism. The campaign also educates individuals to help the city harness new opportunities while ensuring that things that make the city unique persevere. Since the campaign is all about extensive consultation of the public, a 2016-2020 strategic plan for the community ensures that the city’s vision and mission are communicated (Lombardo, 2017).
Analysis of the Induced Destination Image
Currently, Australia is facing economic challenges in the country undergoing increasing structural changes in an environment that is incredibly dynamic. The rate of unemployment is also high with economic growth that is subdued even as the country shifts from mining and manufacturing to knowledge-based industries. However, the main economic driver for the country is Adelaide City. Adelaide is responsible for the generation of about one-fifth of the country’s economic activities with its growth more rapid than that of the country. In such a case, with the increased economic growth of the city, the growth of the country by establishing a dynamic flow-on to the economies of the country (Louis, 2017).
On the contrary, the total number of businesses in the city will likely grow by 7% in a span of four years with the number of inhabitants growing by about 6,000. As a ‘smart city’, Adelaide places the concerns of individuals as well as of business organizations at its core operations thereby, creating an innovative ecosystem that is citizen-driven and open. The city also encourages the sharing of information and common resources for processes of innovation, research, and decision-making (McKenna E, 2013). In turn, improved living standards and economic growth are achieved. Individuals are, therefore, able to work, learn, and perform business operations comfortably. Apart from that, the city intends to capture new world markets through hospitality and tourism by embedding digital technology into its services, functions, and infrastructure to increase integration and functionality. Tourists would wish to visit Adelaide because the city is a ‘living lab’ at the core of the current and future innovation that is also adaptable towards change adoption (Knapp, 2016).
Otherwise, others would prefer visiting Adelaide because the city has become the perfect spot for home-based and start-up businesses to thrive. Such is because the city is entrepreneurial and many people prefer to work from home. As mentioned before, the city is also lively, which attracts many business investors and individuals who consider recreation as their aim of visiting. Apart from that, Adelaide is well known for its wine and food that motivates vibrancy and liveability (Hopkins, Raymond and Carlson, 2016, pg. 341).
Some of the knowledge-based sectors of the city that are responsible for attracting new target markets include training, education, finance, information technology, insurance, scientific, professional, and technical services. The sectors provide job opportunities to about 40,000 individuals with an additional target of 10,000 knowledgeable workers come 2020. On any day, the number of individuals who visit the city for study purposes is estimated to grow to about 45,000. The reason for such a growth is the increased student tourists who visit Adelaide to study. However, growth in the aforementioned sectors causes structural change towards the provision of jobs that are higher-skilled and of which will improve the confidence of workers in the broader national economy. In Adelaide, the entrepreneurial environment is as strong as the national environment thus; retailers worldwide are looking to venture into Adelaide as the next new market (Hofstede, 2017).
Target Markets
The advent of technological innovations, demanding consumers, and sophisticated affluent have increased competitive pressures on tourism and hospitality thereby, forcing the industry to remove its attention from service provision and facilities and focus on the provision of customized experiences. The shift would require changes in methods of operation as well as strategies of marketing for Adelaide as a tourist destination and the provided hospitality services and products. Otherwise, Adelaide has repackaged its tourist attractions in the form of experiences leading to a different product of higher economic value to Australia. Apart from that, tourism enterprises in the city provide experiences that are customized to ensure that the demands of the changing global market are met. As a result, tourists and local consumers are engaged in several experiences and activities. According to the four experiential realms framework, the expectations associated with an experience that is memorable and pleasurable motivates tourists to go for services and products offered by Adelaide City. Otherwise, tourists will create their unique experience while the industry acts as the source of input in the creation of such unique experiences. In other words, tourists as other local consumers will pay more for memorable, quality experiences that would have them transformed (Pettigrew, 2015, pg. 571). In addition, understanding the nature of the international tourism market as well as experiences is vital to the financial success of the industry. Therefore, the aforementioned sectors or features of tourism and related experience can be explored under four realms. These realms are esthetics, education, entertainment, and escapism. The realms offer practical and intuitive conceptual relevance to the Adelaide and Australian hospitality and tourism industry. However, the empirical evidence regarding the validity of the mentioned realms is minimal. In relation, this activity has mentioned earlier on that Adelaide embraces innovation and ideologies to formulate marketing strategies for the tourism industry. Since the economy of the city is also growing, risks and product differentiation result (Hofstede, 2016, pg. 6).
The four realms are operational because the city has developed a proper telecommunications infrastructure to ensure the deliverance of high-capacity broadband services. Therefore, the manner in which businesses carry out their activities is revolutionized and the global market is thus, connected to local business operations in Adelaide. The government rolled out the National Broadband Network (NBN) as well as free WiFi services citywide thereby providing Adelaide with a powerful and unique competitive advantage economically. Apart from that, the city council has ensured continuous collaboration with the Federal government, the community, and local businesses to develop knowledge bases for workers. Lastly, the sustainable development plan of Adelaide recognizes the importance of relying on export dollars to ensure the growth of the city’s local wealth (Smith, 2013, pg. 240).
The city of Adelaide expects its economy to grow as fast as the global tourist economy by 2020. The growth will be attained through the adoption of smart technologies that are charged with demonstrating a clear investment return via new, recurring revenue models of generation. The management of Adelaide also intends to promote the already developed “International City” which highlights the aspects of smartness, liveability, as well as cultural and green advantages. The city also works hand in hand with key stakeholders to design and develop business plans that would ensure that overall participation is enhanced. Otherwise, the city council alongside the national government are working hard to create enhancement programs such as O’Connell Street Enhancement to transform the business processes and services offered in Adelaide. Such programs will ensure that the efficiency and effectiveness of the tourism industry is improved (Schmitt, 2017, pg. 54).
The city council of Adelaide in conjunction with the national government developed a business plan that involved the implementation of smart parking technology in the entire city. This plan would ensure that Adelaide becomes an expiation-free area. In addition, the government decided to leverage, expand, and upgrade the Adelaide Free Wi-Fi Network to more reliable one by increasing its upload and download speeds. The city council has also promised to continue working together with NBN Co Ltd. to roll out technological programs in the entire city. NBN will also help in ensuring that the program of 10GBPS broadband network is facilitated in the entire city (Richards, 2015, pg. 61).
According to Adelaide’s global sustainability goals, the city intends to pursue an outcome that is definitive concerning some of its facilities meeting world operational standards. For instance, the council intends to renovate the Royal Adelaide Hospital to meet world standards as well as the Park Lands to meet environmental sustainability goals. Afterwards, Adelaide would become the most preferred destination for national and international investments and trade activities. Adelaide would align itself with advancements in areas that would enhance arts, knowledge, and culture. In addition, the city will form connections and partnerships that would ensure that it meets its economic targets and thus, increase service exports, foreign investment, and skilled migration (Pine and Gilmore, 2014, pg. 88).
Otherwise, come 2020, Adelaide expects to increase its hospitability and tourism shares as well as be able to deliver more than ten high-end hotels and several other start-up businesses. Such will be achieved through the employment of the ‘Experience Adelaide’ Strategy, which is charged with promoting opportunities as well as developing projects that highlight Adelaide’s unique heritage. The ‘Experience Adelaide’ Strategy will also act as a catalyst for the growth of the tourism market thus, enhancing the sectors of arts, creativity, businesses, education, and entrepreneurship that then translates into increased business growth and provision of unique opportunities (Knutson, Et al., 2016, pg. 32).
As mentioned herein, the total number of businesses in Adelaide is likely to grow to 6,000 with a total number of workers also soaring to 100,000 come 2020. Some of the marketing strategies that are likely to facilitate such changes include:
- Reconstructing the operational layout of Adelaide according to the entrepreneurial culture and growing laneway thereby rejuvenating pedestrian connections and primary laneways.
- The city council intends to increase online access to data that would empower international investors, residents, researchers, established businesses, and start-ups to make smart and well-informed decisions regarding their business operations.
- The council coming up with proper management models as well as work together with other management partners to develop and implement programs and policies that would support start-ups and ensure sustainability.
- The establishment of single-point-of contact case management strategies to enhance the growth of businesses as well as attract investors.
- Ensuring increase of activities in premises that are underutilized through the provision of a three-year financial support to have Adelaide renewed.
- Assisting institutions and businesses to attract talents through the development and availing of collateral thereby promoting Adelaide as the perfect place to visit, work, or live (Hayes and MacLeod, 2016, pg. 49).
Otherwise, as mentioned before, the city intends to pursue an outcome that is definitive concerning some of its facilities meeting world operational standards in accordance with Adelaide’s global sustainability goals. For instance, the council intends to renovate the Royal Adelaide Hospital to meet world standards as well as the Park Lands to meet environmental sustainability goals. Afterwards, Adelaide would become the most preferred destination for national and international investments and trade activities. Adelaide would align itself with advancements in areas that would enhance arts, knowledge, and culture. In addition, it was also mentioned that the city would form connections and partnerships that would ensure that it meets its economic targets and thus, increase service exports, foreign investment, and skilled migration (Erdly & Kesterson-Townes, 2013, pg. 17).
Conclusion
In summary, this activity, having noted that Adelaide is the capital city of Australia, established the fact that the city has the mandate to ensure that the future of the country is well shaped. Australia is currently facing several unprecedented changes that arise from major local, national, and global trends. Therefore, reassuring the well-proven record of innovation, creativity, and social transformation would ensure that Adelaide is well-placed in leading Australia to meet current technological trends and changes (Berry and Haeckel, 2013, pg. 86).
Apart from that, this activity also mentioned that the government’s wish to enrich the lifestyle of Adelaide as well as boost the growth of the city by ensuring that it becomes one of the global smart cities would be of much significance. Adelaide also wishes to be ‘globally smart’ whereby being globally smart means that Adelaide should be opportunity-rich and globally as well as economically connected. Otherwise, it is the hope of the government to ensure that Adelaide is one of the first carbon-neutral cities in the world as well as being a global leader in sustainability issues (and being able to respond to environmental changes) (Anderson, 2017, pg. 47).
Last, yet importantly, Adelaide is considered beautiful, boasts of a diverse cultural heritage, and has a lifestyle that is enviable. The city welcomes people of all life stages to enjoy its beauty. Therefore, Adelaide’s diverse and authentic range of experiences is globally felt and appreciated. Finally, yet importantly, the achievement of the city’s vision is built on the range of features that individuals love about the city, and of which ensures that Adelaide thrives into the future (Aho, 2013, pg. 35).
Reference
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