STAT1060 – ASSESSMENT 1 PDF

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CASE STUDY: ANBP new tourist destinations...

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ASSIGNMENT COVER SHEET This form is for INDIVIDUALLY prepared assignment tasks COURSE NAME/ COURSE CODE (eg Accounting I/BUS100)

FAMILY NAME

SAHA

FIRST NAME

SAGAR

STUDENT ID 1003088

NAME OF LECTURER / TUTOR

DUE DATE

8TH April 2018

Maureen Townley-Jones

Which assessment is this? What is the topic? Assessment 1

CASE STUDY: ANBP new tourist destinations DECLARATION

I certify that: 

This assessment is my own work, based on my own personal study and/or research;

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I have acknowledged all material and sources used in the preparation of this assessment, including any material generated in the course of my employment;

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If this assessment was based on collaborative preparatory work, as approved by the teachers of the unit, I have not submitted substantially the same final version of any material as any other student;

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Neither the assessment, nor substantial parts of it, have been previously submitted for assessment in this or any other institution;

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I have not copied in part, or in whole, or otherwise plagiarised the work of other students;

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I have read and I understand the criteria used for assessment;

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The assessment is within the word and page limits specified in the course outline;

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The use of any material in this assessment does not infringe the intellectual property/ copyright of a third party;

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I take full responsibility for the correct submission of this assessment in the appropriate place with the correct cover sheet attached as instructed in the course outline and I have retained a duplicate copy of this assessment.

SIGNATURE Sagar Saha

DATE 8th April 2018

COURSE NAME/ COURSE CODE (eg Accounting I/BUS100)\

Business Decision Making STAT1060 STUDENT ID 1003088

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SAGAR SAHA ID- 1003088 Business Decision Making Assignment-1 CASE STUDY: ANBP new tourist destinations.

Executive Summary In this report ANBP hires L&H consultant to carry out extensive research whose primary objective is to find more locations to ANBP’s portfolio. These are to be found based on three main objectives: the type of destinations preferred by tourists, the benefits to the region and the effect of seasons on travel destinations. Having considered all these and focusing on the NSW state it was found to be the most viable location for enhancing their portfolio of tourist locations and in addition other location should be considered due to seasonal variation in tourist traffic.

Introduction In this report, the findings of L&H consultants will be discussed according to the requirements of ANBP. The findings will include which type of destination is preferred by tourists and the benefits of tourism on those regions. The effect of seasons and their impact on travel destinations will also be discussed.

1. Research Proposal This research aims to identify new locations for tourist destination which would allow ANBP to add these destinations to their increasing portfolio. Prior to this ANBP needs to identify which locations appeal most to tourists in terms of natural landscapes. The data needs to be further segregated into what appeals most to domestic and to international tourists and finally determine whether these natural landscape destinations lie along the coast or inland.

1.1 Main Research Objective ANBP( Australia’s Natural Beauty Program) is essentially a partnership between tourism and conservation which aims to identify and promote Australia’s iconic landscape and areas of outstanding natural and cultural significance. This initiative is managed by Tourism Australia and Parks Australia which aims to achieve positive conservation, social and economic outcome for Australia through the promotion of nature based tourism experiences and thus protect and promote Australia’s natural and cultural experiences in a sustainable manner for both local and foreign visitors. Keeping these factors in mind the ultimate objective of ANBP is to increase is to increase their current portfolio of tourist destinations. In order to achieve these objectives ANBP hired L&H consultants to conduct large scale research. The primary objectives set by them for this purpose are: 

Identify the destination type preferred by tourists (coastal versus inland).

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Evaluate the benefit of tourism to the regions.

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Determine the effect of seasons on travel destinations.

In order to identify the preferred destinations, I will at first select a specific state to work with. Here I will work with New South Wales (NSW). In the tables below we can see the total domestic travels to NSW.

1.2 Destination Preferred by tourists Origin

Regional NSW

Visitors ('000)

11,959

Visitors (%)

Visitor Nights ('000)

39% 33,820

Sydney

8,838

29%

20,798

67%

Queensland

3,741

12%

Victoria

3,644

12%

ACT

1,521

Other Interstate

1,326

4%

Total Interstate

10,232

33%

Total NSW

31,030

25,425 Total Intrastate

Spend In NSW ( $ Millions)

59,244 15,114 14,458

5,509

6,583 40,346

216

2.9

186

2.8

163

4.0

181

4.0

147

2.8

208

5.0

175

3.9

5,492 11,001 2,457 2,622

5% 4,191

Average Average spent per length night in NSW of stay in NSW 163 2.8

618 1,367 7,064 181

99,591

3.2

18,066

Table: Domestic Travel details to NSW ('Domestic travel to NSW', 2017, p-1) From the table above we can see that there are about 31m domestic visitors to NSW which contributes about $18b to the NSW Economy ('Domestic travel to NSW', 2017, p-1). From these about 45.8% are on holiday/tourism purpose, whose cumulative spending stands at over $8.3b.

Now considering international visitors, for the year ending September 2017, the number stands at about 41.5 million who spent $10.4b. From this about 33% were on holiday/tourism who spent about $3.4b. Considering the total international expenditure by International tourists which stands at about $10b. This puts NSW as the number 1 tourist’s destination for both Domestic and International visitors. Considering this data we can say that the destination type preferred by tourists are coastal rather than inland.

1.3 Benefits of Tourism in the region The total tourism industry brings about $28.4b to the NSW region. This is a massive cash flow and this can help bolster the economy. Besides, this can also help conserve or maintain the natural and cultural experiences and help the region to maintain a more sustainable tourism industry without hampering the natural or cultural experiences.

1.4 Seasonal Effect on Travel Destination Temperature and humidity are the essential and huge determinants of seasonal variation in holiday international tourism demand to Australia. Both warm temperature and certain humidity level make the agreeable atmosphere condition for Australian tourists. Any decrease in humidity level because of global warming could greatly affect Australian tourism. To keep up a consistent development in worldwide regular tourism demand Australia ought to have an agreeable atmosphere condition in a large portion of the seasons.

Australian tourism industry is unfavourably influenced in June and September quarters because of low seasonal demand. June quarter occasional request is low contrast with September quarter. The explanation behind the low request is that amid these periods Australia is in cool season while its real high return markets USA, UK and Japan are in warm and radiant season. To expand the June and September quarters guest entries from significant high spending business sector, for example, USA, UK and Japan Tourism Australia should work intimately with lodging industry, travel industry, government and states/regions to build up a vital arrangement. This can be accomplished from the improvement low cost

package tourism. Also, distinguishing the diverse market fragments which are not rely upon atmosphere, for example, senior national and business travellers and meetings and promote these markets.

2. Sources of Secondary Data The secondary sources of data are listed below: 

Seasonal Variation versus Climate Variation for Australian Tourism. (2010). Nada Kulendran and Larry Dwyer. Available at: https://www.vu.edu.au/sites/default/files/2010_KulendranDwyer_Seasonal_Variatio ns_Aust_Tourism.pdf [Accessed 8 Apr. 2018].

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Modeling Seasonal Variation in Tourism Flows with Climate Variables. (2018). Nada Kulendran* and Larry Dwyer†. Available at: http://vuir.vu.edu.au/23288/1/s2.pdf [Accessed 8 Apr. 2018].

3. Sources of Primary Data The primary data has been collected using various government statistical sites. This method of data collection is also known as quantitative method of collecting data. Here data has been collected, from tourists sitting in lounges, from 8 international and domestic airports where people over the age of 15 were asked to fill out a survey. This has a clear advantage of getting fresh info from tourists as they are exiting or entering the airports. The disadvantage could be in the form of not enough sample data taken, due to the limitation of resources. It also leaves out other modes of transportation for domestic travellers. Hence a more holistic image cannot be gained from this.

4. Recommendation The information in the research clearly shows that there is a high preference for tourists to visit coastal regions specially in the NSW region. This could enable the management to increase its portfolios in these areas. It is also recommended to increase portfolios in other coastal regions due to varying weather conditions, which might affect the number of tourists in the NSW region.

5. Reference: Seasonal Variation versus Climate Variation for Australian Tourism. (2010). [ebook] Nada Kulendran and Larry Dwyer. Available at: https://www.vu.edu.au/sites/default/files/2010_KulendranDwyer_Seasonal_Variations_Aust_Tourism.p df [Accessed 8 Apr. 2018]. International Tourism Snapshot. (2017). [ebook] Available at: https://cdn2teq.queensland.com/~/media/3e62937cec5a454fbc6d37a9f3dc45f1.ashx? vs=1&d=20180313T161958 [Accessed 8 Apr. 2018]. Modeling Seasonal Variation in Tourism Flows with Climate Variables. (2018). [ebook] Nada Kulendran* and Larry Dwyer†. Available at: http://vuir.vu.edu.au/23288/1/s2.pdf [Accessed 8 Apr. 2018]. International Travel to NSW. (2017). [ebook] Available at: https://www.destinationnsw.com.au/wpcontent/uploads/2018/03/nsw-international-travel-snapshot-dec-17.pdf [Accessed 8 Apr. 2018]. NSW INTERNATIONAL VISITATION. (2017). [ebook] Available at: https://www.destinationnsw.com.au/wp-content/uploads/2018/03/nsw-international-infographic-dec2017.pdf [Accessed 8 Apr. 2018]. NSW DOMESTIC VISITATION. (2017). [ebook] Available at: https://www.destinationnsw.com.au/wpcontent/uploads/2018/01/nsw-domestic-infographic-sep-17.pdf [Accessed 8 Apr. 2018]. Destinationnsw.com.au. (2018). [online] Available at: https://www.destinationnsw.com.au/wpcontent/uploads/2018/02/nature-based-tourism-to-nsw-snapshot-ye-sept-2017.pdf [Accessed 8 Apr. 2018]....