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Tourist Behaviour Management: How To Increase Visitors In Sydney

Question

Task:You are contracted to provide an assessment and recommendation for a new attraction or event for the City of Sydney with the aim to increase visitors to the city during the winter months.

Typically, visitor numbers are at their lowest during this time resulting in lower revenue for hotels, restaurants and city retailers and businesses.

Incorporating theories, management principles and the published strategies of tourism agencies that promote tourism and visitation to Sydney, write a report focussing on the following issues:

  • What new event or attraction would be suitable and aligned with the strategies in place for this destination?
  • What are the short-term and long-term recommendations to increase visitation during the winter months?
  • What additional infrastructure, services and expert knowledge would be required to support this new event/attraction?
  • How would you promote this to target markets? How would you assess and measure the success of this event or attraction in relation to increased visitation?
  • Critically appraise established theories and strategies to create an appropriate solution to the problem of lower visitation during winter months.

Answer

Executive Summary
A visitor is mainly a traveller who takes trip to the main destinations which is outside the general environment. Hence, the present report emphasized upon the concept of visitor behaviour along with management for the city of Sydney. Tourist behaviour is referred to the way through which, they tend to behave as per their attitudes. The study highlighted an issue of lowest revenue for restaurants and hotels in Sydney during the winter months. Therefore, an event have been planned in the present report for solving the respective issue along with the aim of increasing visitors in Sydney during the winter months. Moreover, it considered certain theories and principles of management through incorporating several strategies based on tourism for promoting visitation and tourism to Sydney.

Introduction
The term visitor behaviour is also referred to as travel behaviour that denotes the way in which tourists behave as per their attitudes. Knowledge based on the travel behaviour may assist in product planning, development and marketing that can increase visitors’ number for tourism products like resorts. Hence, the present study emphasizes upon the behaviour of visitors and its management in Sydney. It is the largest as well as oldest city of Australia and consists of a strong multicultural history. A memorable event of business within Sydney can combine the harbour highlights like Sydney Opera House and Bridge Climb tours and similar others, leading to effective tourist engagement. The report covers an issue regarding Sydney that denotes a lower number of visitors in the city during the time of winter that eventually results in low revenue of restaurants, hotels and businesses. The hospitality industry of Australia during the fiscal year examined that the restaurant sector has achieved 20.2 billion dollars of Australia whereas; the resorts and hotels have achieved 7.9 billion AUD. From international brands of hotel to heritage accommodation, Sydney comprises of 33000 hotel rooms. Hence, the main purpose of the present study is to provide recommendations related to new event or attraction for Sydney with the aim for increasing visitors in the particular city during the winter months.

Findings
What new event or attraction would be suitable and aligned with the strategies in place for this destination?
Tourism in Sydney: Tourism within Sydney, Australia is known to form a significant part for the economy of the city. There are many attractive destinations in Sydney such as Royal Botanical Gardens, Sydney Mardi grass, the beaches along with Sydney Tower and Luna park and similar other places. Sydney has been found to offer different options for accommodation involving the international brands of hotel, activities that are water based as well as venues which makes a spectacular view of Sydney (Lee et al., 2019). Apart from these, Sydney comprises a growing reputation for delivering and attracting business events on a larger scale. However, the city has certain tourist attractions for the winter months such as, attending the art festival, spending the days in Museums and many more activities are present. Nevertheless, it might be better if there is an event for the tourists during the winter months to attract more and more visitors into the city.

Hospitality Revenue in Tourist Behaviour assignment

Figure 1: Government Revenue for Australian Hospitality Industry
Source: (Dfat.gov.au. 2019)

Plan for the event
According to Dodds & Holmes, (2018), Australia hosts many ‘food festivals’ that ranges from events that are internationally recognised to the style of regional producer. High value travellers can rank good food along with wine while choosing any holiday destination. However, based on the popularity of gastronomy of tourism in Australia, it was found that the people who have visited Australia, has ranked it in the second position for their best experiences with good wine and food as compared with other major markets. Hence, the festival of food and drink for the tourists in the winter months can be organized in Sydney. The destination of Harbour Cruises from Circular Quay may be the best suitable place for organizing a festival for food and beverage for the visitors during the winter months. The main objective based on this plan is for improving the perception of people related to the culinary of Sydney, Australia regarding the tourism experiences for driving the international visitation along with increasing the contribution of economy to Australia (Caldeira & Kastenholz, 2018). The plan for the festival of food and beverage for the purpose of tourists in Sydney has been mentioned below:

La Comida Fiesta

Venue

The destination for the particular event can be organised in Harbour Cruises from Circular Quay of Sydney, Australia. It is mainly located in the middle of the city for attracting the tourists and the visitors.

Audience

The audiences for the present event would be the tourists and the international visitors who come for spending their days and time in Sydney during the winter season. However, the local people of Sydney can also participate in the same but, it has a special appearance for the tourists and visitors of Sydney.   

Cultural programs

Many cultural programs can take part within this event to make entertain the visitors and to provide a best experience. Cultural programs like arts and exhibitions can be arranged as, Sydney host a huge array of visual arts along with design fairs. Apart from this, cultural songs can take part like the Italian songs along with dance and similar other programs can be arranged. This helps in bringing everyone together for celebrating a beautiful event.    

Food items and beverages

Australia comprises of many food items and great drinks for the tourists that can be used for the particular event. The traditional food can also be introduced in the event such as;

  • Meat pies
  • Pavlova
  • Barbecue snags
  • Lamingtons

Several other traditional dishes will be present which can help to attract the visitors and tourists towards the particular event in the winter. Nevertheless, local food may also take part as; they are considered as the part of multicultural Australia and also claimed by the other nations. These local food are:

  • Pepper and salt calamari
  • Ham and pea soup
  • Damper
  • Lamb leg roast
  • Fish ‘n’ chips

Many other dishes can brought for the visitors and also the dishes that are prepared only in winters will also take place in the same. Apart from these, the Melbourne food and wine may come forward such as;

  • Tasmania’s whisky
  • Orange wine
  • Root beer

Other than these, there are certain soft drinks that can be included in the event such as lemon lime, blood orange, ginger beer is also a non-alcoholic drink that is preferred by the local people of Sydney and may have better result for the tourists as well.        

Duration

This festival will mainly plan for the winter months of Sydney to attract the visitors and tourists. This event can continue for mainly 2 months that is June and July as; this is the time of winter in Sydney.  

Cost

(AUD) $1575

Table 1: Plan for the Event of Food and Beverage
Source: (Created by the Learner)

Budget Plan

Particulars

Cost (AUD)

Cost (AUD)

Cost of venue

Add: Furniture and decorations  

$300

$400

$700

Cost of food and drinks

$600

$600

Cost for kids engagement facilities

$200

$200

Miscellaneous amount

Add: Cost for wi-fi accessibility

Add: Payment of staffs and volunteers

Add: Electricity bill

$300

$300

Total Cost

 

$1500

Table 2: Budget plan
Source: (Created by the Learner)

What are the short-term and long-term recommendations to increase visitation during the winter months?
Apart from the above plan of event, Sydney has many other activities that can be performed during the winter season and the tourists can also enjoy the same and can collect best experiences. The winter is generally known to take part within the months of June to August in Sydney. The winter season of the respective place is considered as a pleasant weather and can offer a pleasurable visit for the tourists (Enseñat-Soberanis, Frausto-Martínez & Gándara-Vázquez, 2019). This is the actual time for holiday in Sydney and at this time, it consists of a lower cost for accommodation as compared with the other season. Regarding the short-term recommendations, the event of food and beverage can take place for the tourists but, other than the respective event the destination has many other factors for the people.

The bustling Circular Quay is known to be the new home for the main terminal of the city. Most of the commuters seem to flood that are in the pea hours. It comprises of restaurants, cafes, street performers and the waterfront to entertain the visitors and the tourists. Visiting at this place can be best for the appreciation of sparkling waterfront of Sydney that is to hop abroad through a harbour cruise. Ferries are also found to depart from this place towards the prime spots like Watson’s Bay, Manly and Taronga Park Zoo. Apart from this, in the winter months, the watching cruise of Sydney whale, take the visitors and passengers for viewing the magnificent creatures. However, tourists can also walk from this spot to other attractions and destinations as well. This attraction is the most beautiful attraction within the whole city that allows for everything such as the event that is planned for being done during the winter months and this is the most famous waterway.

Nevertheless, this provides delicious lunch along with dinner to the people within the cruise and comprises of live shows of entertainment with first class catering. This is the longest route of cruise within the Sydney harbour consisting of the most competitive prices. Other than these, wider range for private packages is also available in the respective place. Thus, this is the best destination to arrange the planned event and also has many things other than the event that can entertain the tourist and the visitors during the winter months. There are other water ways as well which can be accessed by this attraction that can be provided as an offer for the customers in the winter months. This will help the city to attract more and more customers and raise the revenue of the hotels and restaurants.

Hence, there are many other places of attraction and activities that can be recommended for long term such as National Maritime Museum of Australia, Royal Botanic Garden and many more destinations. These are the places where the tourists may visit any time rather than only winter. However, the long term activities that can be performed by the visitors can be driving the roads of Great Ocean, exploring graffiti alleys in Melbourne.

What additional infrastructure, services and expert knowledge would be required to support this new event/attraction?
Apart from the elements stated in the estimated budget for the event, it is necessary to make the event more presentable to the customers. As per the statements of Weiler et al., (2019), this can be helpful for the management of an organisation to attract traffic of customers. The above stated budgetary plan has assisted the management in deciding the venue for the event. The number of the customers, catering services, presentation, dietary requirements of the customers and the environment for the event plays a crucial role for successful completion of the event. Furthermore, it is the core responsibility of the management to ensure proper presentation of the food items to the customers. This can help the customers to get attract and feel like tasting the item. Hiring a good caterer so that they can be relied on for delivery of quality food as maintaining hygiene while preparing the food, is the major concern. Additionally, promotion of the food and drinks event can be done through distributing posters, flyers, posting on social media. Social media is the easiest and most preferable way for reaching out, gathering and managing more customers. Along with this, inviting singers or performers for the event can also be an advantage for the event organiser, as this can work as a best way of entertainment for the customers.

How would you promote this to target markets? How would you assess and measure the success of this event or attraction in relation to increased visitation?
After a pre-defined planning for organising an event, it is of predominant factor to ensure about its promotion through different ways, this can help to gather more customers for the event. Visuals can be an effective way through which the food items that are to be prepared for the event is displayed so that the customers find it delicious to try. Hash tags on social platform can also be useful method, before organising the event, management can open a food page on social media like face book, Instagram or Twitter so that the information about the event can reach to different customers at different places out there (Ramkissoon, Mavondo & Uysal, 2018). Foodie Influencer can also be hired for more accuracy; this can help the concerned event to go more viral. This can also help in strong promotion of the event. Supervisors and groups also play a major role in contributing towards the success of the event. Seating, music, greetings and socialising programs can be effective for welcoming the guests. Apart from the mentioned ways, adhering to safety and security of the customers also play a major role for making the event more successful. After the event gets over, the guests must be thanked for their precious that they have invested in attending the food and drinks event and have made it amazing. This can make the customers happy and satisfied.

Critically appraise established theories and strategies to create an appropriate solution to the problem of lower visitation during winter months
Grounded theory of international tourism behaviour Grounded theory is considered to be explicitly emerging: This theory do not test any hypothesis rather, the present approach is seen to set out for finding the theory accounts regarding research situation (Little et al., 2019). This theory mainly aims for discovering the implicit theory within data and acts as an action research.

Grounded theory travel behaviour assignment

Figure 2: Grounded theory
Source: (Lambert, 2019)

Understanding the travel behaviour of international leisure seems to be challenging as the numbers of variables influences the decisions of the travellers and their interpretations for the outcomes of trips. These variables involve both the external stimuli and past experiences as well. For interpretation of these travel experiences, holistic approach is known to be useful. Hence, the development of grounded theory typically involves thick holistic descriptions for the processes of behaviours. According to Page et al., (2018), these particular descriptions can provide an opportunity for collecting both the researcher’s and own informants interpretations for the live experiences of informants along with their plans. The tourism industry of international export is considered as an important factor to the area’s employment, economy and the quality life as well. This theory enables the use of mapping as well as descriptions related to the flow of thoughts, events, decisions and outcomes in a particular context within the leisure travel. There have been previous studies regarding the consumption system of tourist purchase that provides guidance for the respective theory of tourist behaviour.

The method of grounded theory gains momentum in the research of qualitative tourism. Nevertheless, there are different versions that are comprised by this respective theory and it is rarely addressed by the researchers of tourism. This theory generates a research methodology that provides understandings regarding how the people or rather the communities and organizations can react and experience towards the events that can occur. This was formed in the research process by successive interplay within analysis and collection of data. Hence, the concerned theory can help in gathering data from the people about Sydney and its tourist’s sports and locations (Jensen, 2018). This may help in understanding the perception of the individuals about the winter season of Sydney and how much the people are fond of that place to spend their leisure time and through this, the researchers can find strategies to recommend for attracting the visitors and tourists within the above event of Sydney during the winter months.

Stanley Plog’s Theory
This theory is mainly concerned with the popularity based on a destination associated with traveller’s inherent personality. The visitors can be classified according to their personalities as allocentrics, psychocentrics, and midcentrics.

Psychocentrics: Based on the perception of Jackson, (2019), these people mainly prefer familiar environment as well as cultures as, they tend to prefer safer destinations and does not like any experiment with accommodations, entertainment and food and generally seeks for such experiences that might not create any personal stress for them.

Midcentrics: It has majority tourists of the market and their personalities tend to be located within the psycho-centric and allo-centric people (Senbeto & Hon, 2018). They are generally not that adventurous but do not hesitate in gathering new experiences. However, popular destinations can be visited by these types of people.

This theory allows people from different regions as well as people from various age groups to visit the respective event that has been planned for the winter months of Sydney (Duncan & Christensen, 2018). Thus, the above event has been organised according to this theory that might influence the people in a positive manner for participating within the respective event.

Conclusion
Based on the above findings, the present study have been emphasized upon the issue of Sydney for attracting lower number of visitors into the city in winter months which resulted in low revenues of hotels and city retailers. Hence, an event planning has taken place in the present study that can raise the number of tourists in the winter months within Sydney and can also help in attracting more and more visitors due to the same. However, certain strategies followed by several theories have also been discussed in the above study to attract the tourists in Sydney during the winter months. Tourist behaviour management assignments are being prepared by our management assignment help experts from top universities which let us to provide you a reliable assignment help sydney service.

Recommendation
Regarding the above conclusion, it can be stated that, the planned event can attract more and more people into the city. According to the recommendation, it can be said that, as people from different age group and also from different regions are considered to attend the event, hence, various food items can be kept as per the preferences of the people who are mainly from other regions. Furthermore, offers needs to be provided for every year during the time of winter for attracting more and more tourists. Hence, through the use of different strategies and planning, the city of Sydney can raise its revenue in the restaurants and hotels during the winter season.

References
Artal-Tur, A., Villena-Navarro, M., & Alamá-Sabater, L. (2018). The relationship between cultural tourist behaviour and destination sustainability. Anatolia, 29(2), 237-251.

Caldeira, A. M., & Kastenholz, E. (2018). Tourists’ spatial behaviour in urban destinations: The effect of prior destination experience. Journal of Vacation Marketing, 24(3), 247-260.

Dfat.gov.au. (2019). Available at: https://dfat.gov.au/about-us/corporate/portfolio-budget-statements/Documents/2018-19-foreign-affairs-and-trade-pbs-tourism-australia.pdf[Accessed 5 Jun. 2019].

Dodds, R., & Holmes, M. R. (2018). Education and certification for beach management: is there a difference between residents versus visitors?. Ocean & Coastal Management, 160, 124-132.

Duncan, W. D., & Christensen, S. A. (2018). A Tale of two cities: Attempts to regulate Airbnb occupants in strata schemes in Sydney and Melbourne. Australian Property Law Bulletin, 33(5), 73-76.

Enseñat-Soberanis, F., Frausto-Martínez, O., & Gándara-Vázquez, M. (2019). A visitor flow management process for touristified archaeological sites. Journal of Heritage Tourism, 14(4), 340-357.

Esfandiar, K., Pearce, J., & Dowling, R. (2019). Personal norms and pro-environmental binning behaviour of visitors in national parks: the development of a conceptual framework. Tourism Recreation Research, 1-15.

Jackson, M. (2019). Utilizing attribution theory to develop new insights into tourism experiences. Journal of Hospitality and Tourism Management, 38, 176-183.

Jensen, Ø. (2018). Approaches for the evaluation of visitor experiences at tourist attractions. Creating Experience Value in Tourism, 122.

Lambert, M. (2019). Grounded theory. Practical Research Methods in Education: An Early Researcher's Critical Guide, 132.

Lee, H. M., Song, H. J., Lee, C. K., & Reisinger, Y. (2019). Formation of festival visitors’ environmentally friendly attitudes: cognitive, affective, and conative components. Current Issues in Tourism, 22(2), 142-146.

Leung, Y. F., Spenceley, A., Hvenegaard, G., & Buckley, R. (2018). Tourism and visitor management in protected areas: Guidelines for sustainability. Gland: IUCN.

Little, C., Bec, A., Moyle, B. D., & Patterson, D. (2019). Innovative methods for heritage tourism experiences: creating windows into the past. Journal of Heritage Tourism, 1-13.

Page, S. J., Bentley, T., Teo, S., & Ladkin, A. (2018). The dark side of high performance human resource practices in the visitor economy. International Journal of Hospitality Management, 74, 122-129.

Ramkissoon, H., Mavondo, F., & Uysal, M. (2018). Social involvement and park citizenship as moderators for quality-of-life in a national park. Journal of Sustainable Tourism, 26(3), 341-361.

Senbeto, D. L., & Hon, A. H. (2018). The impacts of social and economic crises on tourist behaviour and expenditure: an evolutionary approach. Current Issues in Tourism, 1-16.

Weiler, B., Moyle, B. D., Scherrer, P., & Hill, M. (2019). Demarketing an iconic national park experience: Receptiveness of past, current and potential visitors to selected strategies. Journal of Outdoor Recreation and Tourism, 25, 122-131.

Zhang, Y., Moyle, B. D., & Jin, X. (2018). Fostering visitors’ pro-environmental behaviour in an urban park. Asia Pacific Journal of Tourism Research, 23(7), 691-702.

Tourist Behaviour Assignment


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