Marketing and Sales for Tourism and Hotels - Assignment Example

Marketing and Sales for tourism and Hotels experience and management remains one of the mostimportant aspects for business survival. In the modern world, competition is very high to attract new potential customers and further to that, retain them. Customer reference majorly relies on the customer experience received by a previous customer. Arguably, it is justified as a reliable, efficient and cheap method of advertising for any form of business. These calls for a business to ensure several aspects of its activities meet or exceed the customer expectations and create an impact in their interaction with the entity (Kandari & Chandra, 2004). This creates a perception in the customer’s mind which prompts them to visit or recommend others either consciously or subconsciously. This paper therefore seeks to analyze the current marketing situation that faces movie world, theme park in gold coast Australia, and access its success in delivering customer experience which complements the organizations image. Movie world remains the most popular theme park at the Australian gold coast, Queensland in Australia. It is the only movie related park and is owned by the village roadshow. The park has an awesome aesthetic external appearance that compliments the ambience in the park. Constructed on a 415 acre piece of land, it is a master piece designed by C.V Wood in 1893 and has several active film studios within its complex. It also contains a number of movie-themed rides as well as attractions that range from roller coasters, slow river rides to simulators. In addition, there are several costumed character performers that walk freely in the park and visitors are able to take photos with them. These include famous movie characters such as Batman, Austin powers, Scooby doo and Marylyn Monroe. The above facilities available at the park deliver an exciting experience to visitors every time they visit the park (Seth & Bhat, 2005) The park is divided into four different segments namely; a wild beast area, a kids’ WB fun zone, a DC comic’s superhero hub and finally a main street. The main street features attractions that are based around filmmaking and movies .it is a home to a vast array of movie productions such as all-star parade, ice age and Batman’s Shadows of Gotham. The kids’ WB fun zone is majorly for the children. It features a number of rides that are specifically designed for children such as Looney tunes carousel and speedy Gonzalez. The other two majorly focus on water rides and rollercoasters. From the above, it is evident that Movie world capitalizes on the marketing premise that consumer behavior can be influenced and that perception is reality. The different areas and sections in the theme park provide diversity for different activities (James, 2006). This is a clearly thought decision by the park management in an effort to accommodate the different needs of its clientele. The colorful movie themed environment is a visual attraction for potential customers. Just like any other business, the entity is faced with stiff competition from businesses that offer the same product and service. These include those that share the same market niche such as the Australian Outback spectacular, Sea world, White water world and the wet ‘n’ wild water world. These pose a threat to the slow river rides segment of the Movie world. Other international competitors include Universal studios Hollywood and the Disney’s Hollywood studios. The industry still remains with a lot of potential for growth since the marked demand for movie production and related products is yet to be fully exploited (Reid & Bojanic, 2010). The differentiation between the competitors and customer choice lies in the customer relations management undertaken by each. Movie world has invested heavily in its human resource capital. It has a dedicated workforce of 350 employees who are specialized and offer the best service to the customers. The employees are highly specialized in their departments to offer above standard levels of customer satisfaction. Another aspect of business that plays an important role is the hygiene standards. This is important majorly because the clientele. Although silent, cleanliness of a business entity is also a strong marketing tool to customers. It subconsciously influences consumer preference of a park in comparison to others (Keller & Aho, 2006). This approach can be equated to the environmental arousal of customer perspectives and preference. This strategy is employed by the movie world in that the ambience is natural, authentic and maintains a scenic view in its four sections for the different audiences including those with disabilities. At this point, it is clear that movie world provides a variety of products and service for a different target groups. What makes it further outstanding in the gold coast is the fact that these facilities have been integrated well amongst the four divisions. For example, at movie world, the customers have diverse array of products or service to choose from. This is depends on the customer age and preference However, this does not act as a limit to the other clientele from exploring what is offered in the other sections of the park. In support of the above analysis, there are several recommendations that can improve the products and services offered by movie world. The recommendations revolve around technology to gain a competitive edge. They also borrow heavily from the marketing theories such as the Boston consulting group Matrix (BCG), the strength, weakness, opportunities and threats (SWOT) analysis and the political, economic, social, technological, environmental and legal (PESTEL) analysis. According to Keller, some proposals revolve around technology such as introducing a real time ride analytics tool that shows average waiting time and also show how much time can be saved by doing other things within the park versus waiting. It is the use of strength and opportunity under the SWOT analysis. Another recommendation would be to offer free photo sessions with cartoon/ movie characters of their choice. To make it more interesting and attractive, the characters can be featured on different days. This is a recommendation that would target to improve ticket sales and maintain customer loyalty. It exploits the social aspect of the PESTEL analysis to gain competitive advantage. Based on Sigauw’s and Bojanic precepts, the third recommendation would be to introduce healthy meals for couples and family packs. This is an incentive that would attract clients to visit as families and try out various products that enrich customer experience. The above discussion encompasses the four crucial elements of marketing; product, price, place and position. In conclusion therefore, Movie world theme park creates a magical experience and excitement of a different world where movies come to life. It simply takes adventure to the next level. Through several avenues such as print media and television advertisement, the movie world is able to position itself to win and build is clientele in the cut throat completion from other organizations in the Gold Coast. The diversified products are able to meet the customer experience. In order to stay in business, the customer has to be satisfied by the services offered. Movie world is able to achieve this through engagement of a skilled workforce and maintaining high standards of hygiene. They have also improved on the external visual and interior appearance of the park to win the perception. In overall, the park has to a great extent image of the park is supported by its core products as well as the design. There is value for money for first time customers and repeat customers in equal measure. References Buchalis, D., Schertler, W., ENTER Conference, & International Conference on Information and Communication Technologies in Tourism. (1999). Information and communication technologies in tourism 1999: Proceedings of the [sixth] International Conference in Innsbruck, Austria, 1999. Wien [u.a: Springer. James, S. (2006). Travel & tourism: Australia. Ultimo, N.S.W: Career FAQs. Kandari, O. P., & Chandra, A. (2004). Tourism, biodiversity and sustainable development. Delhi: Isha. Keller, P., & Aho, S. 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