Introduction

A destination marketing organization is known as the management organization or destination marketing organization, visitors bureau, tourism or convention, which is accountable for the promotion of a community as a striking travel destination along with the enhancement of the public illustration as a vibrant place for living and working (Chon, 2015). Destination marketing organization has an effective role to play for strengthening the financial position along with providing opportunity for the people within the community. This report will provide a detailed insight into the Destination Marketing Organization, Tourism Australia, which promotes the destination of Australia. Besides, the suitable strategy for promotional campaign for Tourism Australia will also be comprehensively discussed. Moreover, the target markets of the organization will also be highlighted along with the promotional campaign. Lastly, the appropriate communication channels required to be utilized will also be discussed along with the enhancement of realistic budget for the proposed campaign.

Description of the DMO Organization

Tourism Australia

Tourism Australia is known to the Government agency of Australia accountable for drawing global tourists to Australia for business events as well as leisure. The organization has been found to be active in 15 principal markets along with activities, which include PR, advertising and media programs, industry programs and trade shows, online communication, consumer promotions and consumer promotions (tourism.australia. 2019). The organization has the vision of making Australia the most memorable and desirable destination of the world. A board of directors governs the organizations that are endowed with the responsibility of determining the policy for Tourism Australia and ensuring its effective performance.

Ability to outline an appropriate promotional campaign strategy with clear rationale

Marketing plays a pivotal role in the achievement of the viable by a company on the competitive market. Tourism is referred to as a primary feature of economic activities, which belongs to marketing. Tourism industry with the help of operational performance gains the finest combination regarding marketing mix. In terms of Tourism Australia, marketing mix will be a highly effective strategy for outlining the details of its product, pricing strategy, promotional strategy and distribution strategy and initiates accordingly.

Product

physical resources, services as well as activities. Consumption of this multifaceted natural resources, services and activities, the tourists purchases a yearning for experience for specific experience. Tourism Australia needs to promote its products by analyzing the basic utilities, which the customers anticipate from the product in accordance with the accent, which needs to be placed on the features. The company needs to come up with products, which are highly expected by the customers. For instance- customers are highly attracted towards a destination by evaluating the attractiveness of the destination. Hence, Tourism Australia in order to present Australia as the most attractive place of the world needs to highlight the whole range regarding social as well as natural characteristics of the continent effectively. Moreover, the organization needs to highlight the positive aspect of the destination accessibility through proving details about the travel costs. In this respect, the organization needs to focus on targeting those tourists the most whose domicile is found out to be the nearest to Australia. Hence, it is highly imperative for the organization to highlight the minimal travel costs.

Promotion

Promotion is the most vital aspect since it will enable the organization in highlighting its products in front of the customers. This makes it highly significant for Tourism Australia organization to promote the positive aspect of the destination Australia along with the attractive places to visit, which the customers desire for. For instance- the destination is a hub of spectacular scenery, which is a crucial requirement of the customers. Great Barrier Reef is known to be the biggest coral reef system, which spans 2300 kilometers regarding the terrain of Tropical North Queensland, which is a playground for visitors who are keen to sail, snorkel, and swim (tourism.australia.com. 2018). Moreover, a larger section of the tourists prefers scenic flights for which, the organization needs to positively highlight Lake Hiller. Tourism Australia needs to promote Hymans Beach, which is known to be blessed with the brightest as well as the whitest sand for the visitors who are most keen to visit beaches and are highly attracted to the sunny segment. Concisely, it can be said that Tourism Australia needs to promote the striking aspects of the destination for attracting a larger section of visitors, which in turn will help the organization in gaining positive recognition as a destination marketing organization. The Wineglass Bay is known to be a thick forest, which is referred to as one of the most photogenic vistas. Concisely, a bulk of the population is largely drawn towards the scenic beauty of a destination, which needs to be blended well in the promotional campaign of the organization.

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Unit 11 Travel And Tourism Entrepreuneur

Unit 11 Travel And Tourism Entrepreuneur

Unit 11 Travel And Tourism Entrepreuneur

HND Assignment Brief
Session: February 2018

Programme title Pearson BTEC Level 5 HND in Travel and Tourism Management

Unit number and title 11 Travel and Tourism Entrepreneur

Assignment number & 1 of 1 Skills for Travel and Tourism Start-ups
title

Unit Leader N Saleem

Assessor (s) N Saleem

Issue Date

Final assignment 04-09 June 2018
submission deadline

11-16 June 2018
The learners are required to follow the strict deadline set by the
Late submission College for submissions of assignments in accordance with the BTEC
level 4 – 7 submission guidelines and College policy on submissions.
deadline
They should also refer to Merit and Distinction criteria that require

evidence of meeting agreed timelines and ability to plan and organise
time effectively without which the learner may not expect to receive a
higher grade.

Resubmission deadline TBA

In-class feedback will be available from draft submissions on a
task-by-task basis as a formative feedback and also for initial
Feedback submission.

Final feedback will be available within 2 – 3 weeks of the assignment
submission date.

The work you submit must be in your own words. If you use a quote or an illustration from somewhere you must give the source.

Include a list of references at the end of your document. You must give all
General
your sources of information.
Guidelines Make sure your work is clearly presented and that you use readily
understandable English.
Wherever possible use a word processor and its “spell-checker”.

Internal verifier Vipin Nadda

Signature (IV of the Date 03/03/2018
brief) *

Department of Hospitality Page 1 of 5

ICON College of Technology and Management
Pearson BTEC Level 5 HND in Travel and Tourism Management (QCF)
Session: February 2018
Unit 11: Travel and Tourism Entrepreneur Level 5

This Unit will be assessed by written assignment and a class presentation to meet the Merit Criteria

ASSIGNMENT

Assignment Context and Business Scenario

Related to LO1:

Task 1 is related to learning outcome 1 and is about your travel & tourism entrepreneurial skills and focuses on your skills and potential to be an entrepreneur in the travel and tourism sector. It is about self-assessing yourself that requires you to critically examine your strengths and weaknesses as well as your opportunities and threats as an entrepreneur.

It is strongly advised you to take a few minutes and ponder whether you can be an entrepreneur and jot down certain points why you think you are or you could become a travel and tourism entrepreneur. Also, consider identifying what skills you would need to be a successful entrepreneur.

About the Book

Unit 11 Travel And Tourism Entrepreuneur

HND Assignment Brief
Programme titlePearson BTEC Level 5 HND in Travel and Tourism Management
Unit number and title11Travel and Tourism Entrepreneur
Assignment number &1 of 1Skills for Travel and Tourism Start-ups
 
Issue Date
11-16 June 2018
The learners are required to follow the strict deadline set by the
Late submissionCollege for submissions of assignments in accordance with the BTEC
level 4 – 7 submission guidelines and College policy on submissions.
deadline
They should also refer to Merit and Distinction criteria that require
evidence of meeting agreed timelines and ability to plan and organise
time effectively without which the learner may not expect to receive a
higher grade.
Resubmission deadlineTBA
In-class feedback will be available from draft submissions on a
task-by-task basis as a formative feedback and also for initial
Feedbacksubmission.
Final feedback will be available within 2 – 3 weeks of the assignment
submission date.
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ICON College of Technology and ManagementPearson BTEC Level 5 HND in Travel and Tourism Management (QCF)Session: February 2018Unit 11: Travel and Tourism Entrepreneur Level 5This Unit will be assessed by written assignment and a class presentation to meet the Merit CriteriaASSIGNMENTAssignment Context and Business ScenarioRelated to LO1:Unit 11 Travel And Tourism EntrepreuneurTask 1 is related to learning outcome 1 and is about your travel & tourism entrepreneurial skills and focuses on your skills and potential to be an entrepreneur in the travel and tourism sector. It is about self-assessing yourself that requires you to critically examine your strengths and weaknesses as well as your opportunities and threats as an entrepreneur.It is strongly advised you to take a few minutes and ponder whether you can be an entrepreneur and jot down certain points why you think you are or you could become a travel and tourism entrepreneur. Also, consider identifying what skills you would need to be a successful entrepreneur.Related to LO 2:Task 2 is related learning outcome 2 and it is about entrepreneurial development and how one can start an enterprise and grow with the time to be successful, perhaps making into a large successful travel and tourism business. An entrepreneur needs certain managerial and professional skills along with certain personal skills in order respond to change and sustain the business.You are required to Identify and choose a few successful entrepreneurs and their businesses and analyse their methods of growing and managing businesses. You are urged to read biographies of a few entrepreneurs that might interest you before doing this task.Related to LO 3:Task 3 is about business start-up and therefore planning for launching a new business in the travel and tourism sector. The entrepreneur needs to have certain goals and objectives as well as the understanding of the market environment and its potential. Good understanding of the product or services to be offered and the profile of the customer whom you aim to target are also important. Also, you as an entrepreneur need to consider the financial requirement as well as the sources of funds along with the cost of doing business.Hint: Consider yourself as a travel and tourism customer and based on your needs and wants, try if you could come up with a new business idea or concept that would satisfy your expectations. You may now screen your idea by discussing it with your friends and family members if they would like the idea.Avoid using cut and paste materials when writing and completing assignment.Recommended word limit is 3000The tasks in this coursework assignment are all based on the above scenario, and should be supported by relevant theories and concepts, where appropriate.Task 1:
  1. Discuss the entrepreneurial traits and skills required to be a successful travel and tourism entrepreneur.
  1. Using an appropriate format, produce a self-appraisal (self-assessment) of entrepreneurial traits (characteristics) and skills that you may possess and identify the strengths and weaknesses for development benchmark to be a successful.
This requires you to do a skills audit and analysis of your strengths and weaknesses as well. You may rank each trait identified and the skills you possess on a 1 to 10 scale and provide a brief explanation on your judgment with some evidence.
  • To achieve M1, you will have applied effective approaches to study and research the various entrepreneurial traits and skills to be successful T&T entrepreneur (Task 1 A)
  • To achieve D1 you will have evaluated and arrived at conclusion on your strengths and weaknesses as well as your potential to be a successful entrepreneur critically using a range of measures.
Task 2:
  1. Select a successful travel & tourism entrepreneur and analyse his or her business development strategy and the entrepreneurial process by evaluating the factors that could have led to the success of entrepreneur’s business organisation.
(It is about analysis. Avoid using cut & paste materials on the entrepreneur’s biography)
  • To achieve M2, you will have identified and applied relevant theories or techniques to analyse the development strategy of the entrepreneurial enterprise (Task 2 A & B)
  • To achieve D2, you will have planned, managed, and organised a number of activities successfully in carrying out the class presentation on the evaluation of the factors that would have led to the success of the enterprise.
Task 3:This task is about developing a business plan. You are required to develop a brief business plan that consists of the description of your niche travel and tourism business concept, product/service characteristics, market potential and business analysis, operational plan and financial projection and a brief cash-flow analysis.
  1. Evaluate and discuss the sources of finance and support available to you for the proposed project.
  1. Develop a business plan with a market assessment, business analysis and cash-flow analysis and justify the potential for success of the proposed Travel and Tourism business.
  2. Present a persuasive business plan for the Travel and Tourism start-up project.
  • To achieve M3, you should have used appropriate structure and approaches to develop and present the Business Plan for the proposed project.
  • To achieve D3, you must have critically evaluated the success of your proposed business project.
Relevant InformationTo gain a Pass in a BTEC HND Unit, you must meet ALL the Pass criteria; to gain a Merit, you must meet ALL the Merit and Pass criteria; and to gain a Distinction, you must meet ALL the Distinction, Merit and Pass criteria
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