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Marketing WRAP & Report - Essay Example

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The legal authorities estimated that the flooding affected over 20,000 people in this region. As a result of this disaster, the government declared three quarters of the State of Queensland as a disaster zone. This adverse situation was further worsened by severe thunderstorms that stalled damage to rebuilding activities. The storms also damaged power lines, roofs, trees, and numbers of vehicles. Naturally, the Queensland tourism industry experienced a considerable decline in tourist visiting rates, which gradually affected its operating income. Hence, it is essential to develop a brand marketing strategy to reform the struggling Queensland tourism sector. Unlike the past, numerous socio-economic and environmental factors have to be considered for an effective tourism policy formulation these days. The marketing strategy must be capable of convincing individuals that they would enjoy cent percent safety in Queensland even in times of severe natural disasters. Recently developed social media namely, the web based social networks would best assist the new marketing strategies to reach the ultimate beneficiaries. While designing this brand strategy, developers must give more focus on tourist safety factor rather than usual attractive features of Queensland. Recommendation As Bramwell and Lane (2000) point out, tourism planning is neither top-down nor bottom-up process; instead, it is an interactive or collaborative approach that involves the various processes like a governess between organizations and stakeholders, and interaction between various levels of organization (p. 146). However, what kind of development plan is required depends on the geographical feature of an area. Since Queensland is highly vulnerable to natural disasters, the policy makers have to greatly consider the infrastructural needs that would ensure tourist safety. The brand marketing strategy has to deal with modern flood prevention techniques like landscaping in order to mitigate the effects of disaster. Various studies point to the fact that thoughtless human interactions become the major cause of flooding. Strict governmental regulations are essential to prevent the exploitation of nature and thereby to keep environmental balance; it is the only potential method to avoid natural disasters. It is also advisable to offer attractive tourist packages by targeting different customer segments. However, effective disaster prevention methods only may not contribute to tourism promotion; on the other hand, the implemented changes must be effectively communicated to its ultimate stakeholders. For this, it is recommendable to make use of modern media advertisements. Television advertisements were the most effective way of product/service promotion during the 20th century. In the present condition, it seems that social networking sites such as Facebook and Twitter would be some of the most effective channels for Queensland tourism promotion because millions of people access these networks regularly. This type of a marketing strategy may bear potential commercial implications as it is the least expensive but quick result giving service promotion method. Target market segments and stakeholders The state of Queensland comprises of many landscapes that range from sunny tropical coastal areas to dry inland areas. Queensland’s main tourist destinations include Daintree Rainforest, Gold Coast, Great Barrier Reef, Sunshine Coast, and the ...Show more
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Summary

A Report on Queensland Tourism Summary In Queensland, tourism as a fast growing industry has become the major source of revenue. Millions of domestic and global visitors are flocking into the Sunshine State every year. The Queensland’s tourism sector generates nearly $4.0 billion annually, representing 4.5% of Queensland’s GSP…
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