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Market Plan Table of Contents 1.0 Introduction 4 2.0 Sydney 5 3.0 Market background 5 4.0 Capacity, Demand and Service 8 4.1 Strategies to Maintain Equilibrium between Capacity and Demand in Peak Season 10 5.0 Hotel Design and Management 12 5.1 Company Summary 12 5.2 Company Ownership 13 5.3 Management Summary 13 5.4 Design 15 6.0 Service Mix 15 7.0 Service 16 7.1 Marketing Strategy 17 7.1.1 Inquiries Generation 17 7.1.2 Service Trial 18 7.1.3 Traffic 18 7.1.4 Rate of Booking 18 7.1.5 Loyalty 18 8.0 Service Product Model by Gronroos 19 8.1 Theory 19 8.2 Perceived Value Model by Gronoroos 20 9.0 Conclusion 22 1.0 Introduction Tourism is the driving force for Australia…
There are ample opportunities for marketers to lure tourist by designing systematic service mix. Visiting tourists spent an annual average of $25 billion on purchasing various merchandises during their stay in the country. The country has seen slow growth rate for last three years due to fluctuation of Australian dollar value. China and Indian tourism market has emerged as major threat for the Australian tourism industry. The country is trying to use its natural resources to attract nature loving tourists. Australia has unique combination of desert and sea with lush green seaside back ground. Sydney, Melbourne and Adelaide are the major cities in the country. Other cities in the country also plays crucial role to generate revenue for the travel industry (Australian National Audit Office). Sustainable tourism has emerged as latest trend in the tourism industry of Australia. The country is gifted with natural resources. ...
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