Contents
EXECUTIVE SUMMARY 4- Chapter 1: INTRODUCTION 5
- Chapter 2: METHODOLOGY 7
- Chapter 3: MARKETING THEORIES 8
- Chapter 4: TOURISM MARKETING AND ITS COMPONENTS 12
- Chapter 5: ROLES OF TRAVEL AGENCIES IN TOURISM MARKETING 14
- Chapter 6: AN ILLUSTRATIVE EXAMPLE OF SELLING AUSTRALIA TO
- JAPANESE TOURISTS 15
- Chapter 7: SUMMARY & CONCLUSIONS, LIMITATIONS OF THIS WORK 21
- Chapter 8: RECOMMENDATIONS 22
- LITERATURE CITED 23
Description
The current status of Australian tourism in the context of global scenario was reviewed. The long term projections require Australia to be ready to receive more than the present tourist inflows by 2012. Currently, there is a small declining trend in tourist arrivals in Australia. This needs to be rectified. All these point to the need for a carefully worked out tourism marketing strategy for Australia.
Travel agencies are involved in tourism in a variety of ways. They are the intermediaries between tourist destinations and customers. They can assume significant promotional roles. With widespread internet facility available, conventional services of travel agencies are outdated. Hence, they should focus on services only they can render. These include serving special categories of tourists, offering package services and consultation. There are many, who still rely on travel services for first hand information on visits to tourism destinations.
After reviewing marketing theories related to tourism, tourism marketing and its component were analysed. Specific role of travel agencies for tourism marketing was examined. Various aspects of tourism marketing and the role of travel agencies were explained with the help of an illustrative example of selling Australia to Japanese tourists. This example adequately demonstrated sequential events of market segmentation, market positioning and action strategies. Specific recommendations have been given for Australian tourism marketing. Limitations of this study are also discussed.
