Importance Of Marketing Strategy For Business Expansion In Tourism Sector

Research Backgrounds

The study has focused to evaluate the “importance of tourism marketing strategy in organizational business expansion” based on the case study of G Adventures. It is observed that Australian tourism sector is facing challenges in maintaining their sustainable development. Lack of implementing effective marketing strategy is the most important reasons due to which tourism sector is facing immense challenges in rendering profitability. As a result, economy is getting affected highly in the market of Australia. However, in order to overcome this situation, the G Adventures has taken an initiative of arranging local health festival to attract visitors’ attention. G Adventures has given responsibility to an event management organizer for arranging this health festival. The tourists would have to do numbers of outdoor activities with the help of which they can visit different tourist spots along with maintaining their health.  

In order to regain business glory and reputation Australian tourism sector has taken major initiatives of organizing health activities (Novikov and Novikov 2013). It is a kind of marketing and promotional strategy to grab the attention of both regional customers as well as international visitors (Coleman 2013). Providing quality of products and services to the customers is not the primary concern of a business organization. In order to maintain business sustainability the tourism organizer would have to make attractive promotional strategy so the consumers’ buying behaviour can be influenced (Håkansson 2013). G Adventures is one of the most recognizable travel operators which provide extra-ordinary service facilities to the visitors in exploring new destinations of Australia. By implementing this health festival the business experts can attract the attention of international customers so that the economic growth can be enhanced Mary (Converse 2012).

A problem is identified that sustainable tourism sector of Australia is facing innumerable difficulties in maintaining its organizational glory due to the lack of proper marketing plan and activities. After identifying the issue numerous research scholars have showed their concern in raising the issue (Tracy 2012). They have evaluated the fact that business experts of tourism operations are not providing sufficient time behind planning an effective marketing and promotional strategy. In this kind of situation, regional visitors as well as international customers are facing reluctance in visiting the tourist destinations of Australia. This very specific study thus has identified the issue and evaluated the fact on how health festival can be effective to grab customers’ attention.

• To critically evaluate the importance of effective marketing strategy for grabbing the attention of customers in tourism industry
• To critically identify the significance of health festival in a tourism sector for drawing customers’ attention
• To evaluate the factors affecting tourism business experts in implementing effective health festival plans
• To provide some of the recommendations of overcoming these challenges so that health festival can be successfully implemented

• What is the importance of effective marketing strategy for grabbing the attention of customers in tourism industry?
• What is the significance of health festival in a tourism sector for drawing customers’ attention?
• What are the factors affecting tourism business experts in implementing effective health festival plans?
• What are the recommendations of overcoming these challenges so that health festival can be successfully implemented?

H0: Organizing health festival has not major significant impact in drawing the attention of customers in tourism sector

H1: Organizing health festival has major significant impact in drawing the attention of customers in tourism sector

Collis and Hussey (2013) opined that along with providing superior quality of products and services the organization in tourism sector should maintain effective promotional activities as well so that customers can show their interest in using the services. As per Australian business scenario in tourism sector the organizations do not put their effort behind marketing strategy so that they can attract the international customers. In order to grab the attention of international customers towards Australian tourism sector the organizations can implement effective online and offline promotional process. Collis and Hussey (2013) stated that the customers can maintain effective health activities while travelling to one place to another. This particular concept is absolutely new for customers. In this kind of situation, they are expected to show their interest in using services.

Research Problem

In order to implement health festival at the outdoor of tourism sector the industry would have to implement large amount of money. As opined by Torres-Delgado and Palomeque (2014), large amount of money is a big constraint for the organizers. As a result, they are facing challenges in grabbing the attention of customers. On the other hand, in order to convey the message about this health festival to be occurred at the soil of Australia the business experts would have to use media vehicles. Mowforth and Munt (2015) state that with the help of media vehicles the message can be transmitted to the target customer. In order to conduct the entire marketing plan the organizations will have to purchase media tools which are cost effective. In this kind of situation, economy is a major challenging factor for maintaining marketing and promotional strategy in tourism business.

The study has discussed in detail that lack of implementing effective marketing strategy is the most important reasons due to which tourism sector is facing immense challenges in rendering profitability. G Adventures has given responsibility to an event management organizer for arranging this health festival. In order to maintain business sustainability the tourism organizer would have to make attractive promotional strategy so the consumers’ buying behaviour can be influenced. G Adventures is one of the most recognizable travel operators which provide extra-ordinary service facilities to the visitors in exploring new destinations of Australia. After identifying the issue numerous research scholars have showed their concern in raising the issue. They have evaluated the fact that business experts of tourism operations are not providing sufficient time behind planning an effective marketing and promotional strategy. But the study has refused to implement appropriate theories in marketing strategy and promotional activities. The impact of health festival has not been critically discussed in this very specific study.

Research design:

Research design is the method of organizing the entire research works in systematic way so that identified issue can be evaluated from different perspective. Research design is constituted with several approaches including research philosophy, research approach and research design (Collis and Hussey 2013). Qualitative psychology: A practical guide to research methods.. In this study post positivism research will be used with the help of which research issue will be evaluated with keen observation with appropriate evidence (Mowforth and Munt 2015). The study will focus to evaluate on how appropriate deductive approach will help the researcher in evaluating the identified research issue with the help of exiting theories discussed on the literature review part. By using appropriate descriptive research design the study will evaluate way of evaluation of collected data from different perspective.    

Sampling technique is the method of gathering information from stipulated group of people from large number of population (Collis and Hussey 2013). Probability and non-probability are the techniques with the help of which the researcher collects information from reliable and valid resources. In this study, non-probability sampling technique will be used based on which customers using the services of G Adventures will be directly involved with the research issue.

Research Aims and Objectives

Data collection is the systematic procedure of gathering appropriate information from various resources. Data collection procedure is constituted with two major types including primary data collection technique and secondary data collection technique (Tracy 2012). Primary source of data collection involves the respondents in providing their necessary response immediately. By involving 100 customers the study will focus on collecting response whether health festival makes any special significance to them or not.

With the help of quantitative data analysis technique survey will be conducted by making ten questionnaires (van Wyk 2012). In this specific survey method, the researcher would have to involve the international customers for getting their feedback. They would provide necessary response whether the customers are responsive enough in attending health festivals. Data will be analyzed by following central tendency method. Tables will be formed in liker chart which mentions agree and disagree format.

Expected research limitations: 

While evaluating research limitation it can be summarized that Research design is constituted with several approaches including research philosophy, research approach and research design (Novikov and Novikov 2013). By using appropriate descriptive research design the study will evaluate way of evaluation of collected data from different perspective. Probability and non-probability are the techniques with the help of which the researcher collects information from reliable and valid resources. Primary source of data collection involves the respondents in providing their necessary response immediately (Mary Converse 2012). They would provide necessary response whether the customers are responsive enough in attending health festivals. Data will be analyzed by following central tendency method. Tables will be formed in liker chart which mentions agree and disagree format.

The entire study is very much systematic in collecting data of research issue with the use of appropriate methodological tools. Still the research paper is not devoid of some of its major limitations. It is very hectic for a researcher to collect data and evaluate its result within twelve weeks. Therefore, the researcher would have to give more time for data presentation and analysis. However, research method will be conducted in a hectic way due to stipulated deadline of research plan. On the other hand, the data collection method should include qualitative form of data analysis as well to directly involve the business supervisors.

In order to make a research paper systematic the researcher would have to maintain appropriate acts, regulations, values and ethics. Data protection act, anti-discrimination act, right to information act, gender equality act should be strictly followed (Coleman 2013). The researcher should not create any difference between male and female participants. On the other hand, the researcher would have to focus in receiving spontaneous participation of respondents (Håkansson 2013). Not single respondents should be forced for providing data and information. However, by implementing anti-discrimination act the researcher would have to give equal priority and response from the people of different geographical backgrounds and psychological attitudes. The identity of the participants will be kept confidentially for their safety.  

Table: Estimated budget of the research plan

(Source: As Created by the Author)

Table: Timeline of the research plan

(Source: As Created by the Author)

The expected outcome of this research seems to be positive as the entire study is conducted by collecting proper data and information. While collecting data it is observed that entire research would be conducted within 12 weeks. It is very hectic for a researcher to collect data and evaluate its result within 12 weeks. Therefore, the researcher would have to give more time for data presentation and analysis. On the other hand, it is observed that the identified research issue is vast and wide with the help of which the researcher may have to face challenges in gathering data. However, still it is expected that the entire process of work will be conducted systematically.  

References:

Coleman, R. (Ed.)., 2013. Deleuze and research methodologies. Edinburgh University Press.

Collis, J. and Hussey, R., 2013. Business research: A practical guide for undergraduate and postgraduate students. Macmillan International Higher Education.

Collis, J. and Hussey, R., 2013. Qualitative psychology: A practical guide to research methods. Sage.

Håkansson, A., 2013. Portal of research methods and methodologies for research projects and degree projects. In The 2013 World Congress in Computer Science, Computer Engineering, and Applied Computing WORLDCOMP 2013; Las Vegas, Nevada, USA, 22-25 July (pp. 67-73). CSREA Press USA.

Lee, T.H. and Hsieh, H.P., 2016. Indicators of sustainable tourism: A case study from a Taiwan’s wetland. Ecological Indicators, 67, pp.779-787.

Lew, A.A., Ng, P.T., Ni, C.C. and Wu, T.C., 2016. Community sustainability and resilience: Similarities, differences and indicators. Tourism Geographies, 18(1), pp.18-27.

Mary Converse RN, M. N. 2012. Philosophy of phenomenology: How understanding aids research. Nurse Researcher (through 2013), 20(1), 28.

Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation and new tourism in the third world. Routledge.

Novikov, A.M. and Novikov, D.A., 2013. Research methodology: From philosophy of science to research design. CRC Press.

Sharpley, R. and Telfer, D.J. eds., 2014. Tourism and development: concepts and issues (Vol. 63). Channel View Publications.

Sharpley, R. and Telfer, D.J., 2015. Tourism and development in the developing world. Routledge.

Torres-Delgado, A. and Palomeque, F.L., 2014. Measuring sustainable tourism at the municipal level. Annals of Tourism Research, 49, pp.122-137.

Tracy, S.J., 2012. The toxic and mythical combination of a deductive writing logic for inductive qualitative research. Departures in Critical Qualitative Research, 1(1), pp.109-141.

van Wyk, B. 2012. Research design and methods Part I. University of Western Cape.

Zaman, K., Shahbaz, M., Loganathan, N. and Raza, S.A., 2016. Tourism development, energy consumption and Environmental Kuznets Curve: Trivariate analysis in the panel of developed and developing countries. Tourism Management, 54, pp.275-283.

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