Destination Marketing

6124 Words Jan 18th, 2013 25 Pages
Executive Summary

The Gold Coast is indisputably Australia's most popular holiday destination and offers many different types of beachfront accommodation, award-winning dining, shopping and thrilling attractions. This marketing report aimed to devise a marketing strategy for this location. It began by scanning the macro environment and found that the location is politically stable, although currently the entire world is being severely affected by the economic recession. This has therefore meant that non-essential spending is down, which will have a negative economic impact. Conversely, new technologies such as efficient aircraft are allowing for more visitors to the region. A current concern is that of global warming, being a
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The Gold Coast has something for everyone, from families to young singles and couples and everyone in between. The location has a subtropical climate which is ideal for taking advantage of the many leisure activities and events. Some of the major drawcards are the theme parks; Movieworld, Dreamworld, Seaworld, White Water World and Wet'n'Wild. The Gold Coast is a well known heaven for surfers, including events such as the Quiksilver Pro every summer (Gold Coast tourism information centre, 2009)

1.2 Scope

The information is to be presented in report format, using logical steps in the strategic marketing process, including scanning of the Macro Environments, SWOT Analysis. Then a review of the existing marketing of the location and some of its competitors will be carried out before using this existing information to research new promotional items.

1.3 Objectives

The key objectives are to identify the existing environment in which the location operates using the macro environmental scan. This will lead to the SWOT analysis where marketing strengths, weaknesses as well as opportunities and threats will present themselves based upon this research. The next main objective will be to research new advertising and promotion avenues based upon the previous research.

2.0 Destination Analysis

2.1 Macro Environment Scan

To
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