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This subject provides an in-depth examination of the structure and dynamics of Hospitality and Tourism markets. Domestic and international trends are considered with an emphasis on the Hospitality & Tourism markets in Australia. The structure and relationships of the market are looked at in a holistic manner in order to provide a basis for understanding the dynamic variations of the market. Students will apply Hospitality & Tourism trend models to analyse the impact it has on domestic business situations.
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Adventure Park is the very first water Park in Australia near Geelong. This Park has been established in the year 1996. So, the Park is serving for nearly 20 years successfully. Different rides have been offered by the Park. They are categorised into three segments. They are Water rides, Kids rides and family rides. The water rides are River Torrent, Tiny tots, Aqua racer, Bonito's Bay water play, Gold Rush Rapids, Wild West Canyon. The Kids rides that have been offered are Grand Carousel, The little Buggy Speedway, Kids Train. The Family rides and attractions are Wave swings, shipwreck Harbour, Go Karts, Archery, Mini Golf, and Giant Jumping Pillow.
The Park also arranges the different event shows, organises the school excursions programme, Birthday parties, Holiday programmes. The Park offers differentiated pricing categories based on the rides, programmes and groups. At present, the Park is closed and will open shortly on 31st October 2015 at the Park generally remains closed during April – October as Winter Closure. The opening time of the Park is generally from10am to 6 pm. The Park remains open for 116 days in a calendar year. The upcoming 2016 events are Aqua racer championship, 2016 and Easter Egg Hunt on Sunday 27 March (adventurepark, 2015). Adventure Park also offers accommodation service, arrange for the public transport and arrange for the Cabana Hire and also different guests services.
Based on the financial record, it has been observed that the revenue generation of the Park is decreasing due to a decrease in a number of visitors. The aim of the study is to find out the new ways to create the awareness among the prospect customers so that the number of visitors will increase. The study also aims to analyse the current situation of the park based on the benchmark created by the competitors of the Park.
Apart from the Riding facility, the other offered facilities by the Adventure Park are: Locker facility with $12.00 per day each based on first-come, first – serve basis; BBQ hire: $25.00 per BBQ; VIP Cabana Hire: $79.95 for six guests based on first – come, first – serve; food outlet, good system of toilet, changing rooms and showers. The Park claims to be proud of 100% smoke-free zone (adventurepark, 2015). But still negative review has been observed for the Park service based on the lack of hot showers, improper sanitary system, and low standard facilities altogether (tripadvisor, 2011). In order to analyse the Macro environment and the microenvironment factors, the models that will be used are Marketing mix of 4Ps, SWOT analysis, Porters 5 forces, PESTLE analysis.
The Macro-environment factors are: Political, Technological, Economical, Legal, Cultural factors and the Microenvironment factors are: Industry, customers, competitors and suppliers.