Strengths And Weaknesses Found In Victoria Bc Tourism Essay

Strengths And Weaknesses Found In Victoria Bc Tourism EssayAustralia is the 12th strongest economy in the world1 by GDP it is also the 5th country with highest percentage of older race in the world and despite the worlds recession, Australia continues being a stable economy. The constancy in this country makes it a good target for outbound tourism towards foreign destinations like Victoria, BC in Canada.By using a tog out analysis, we give first evaluate the internal factors of our destination by outlining the strengths and weaknesses found in Victoria BC as a tourist site. In this investigation, we will identify the characteristics that will position Victoria in rivalrous wagess over former(a) cities in Canada or other(a) destinations overseas. Further more than, in the alike(p) analysis, we will register the external factors in Australia that will present opportunities or threats favouring or hindering the source of tourist outflow towards Victoria BC.In addition, by mean s of a partition analysis we will identify targets that will represent the particular and secondary components that will become the focus for a tourism marketing strategy. Moreover, after playing a segment attractiveness examination, we will formulate a recommendation on the preferred segment to market and position Victoria BC as a tourist destination for senior Australian visitors.StrengthsAs a tourist destination for Australians, Victoria has strong assets. First, it offers a variety of attr live up tos that caters to everyone from local hereditary pattern and aboriginal attractions to outdoor and nature exploring opportunities. Second, Victoria mood is an advantage over other closer competitors. Being on opposite ends of the globe, seasons between Victoria and Australia ar opposite in time. During winter period in Australia, Victoria will be enjoying the sunshine of June or July. In addition, Victoria is known for the best climate in Canada which makes it an ideal place for outdoor activities all year long.Third, the geographic location offers many opportunities for outdoor activities, motion-picture show to wildlife, nature, trail and ocean site walks. Consists in the main of rolling lowlands interspersed with granite rocks of up to 300m/985ft in height. The city is bounded by ocean on three sides. In the north and west, cliffs, spits and lagoons formed by glacial action make up portions of the shoreline. Elsewhere, the shoreline consists ofbeachesof pebble and sand punctuated with coves. Several elevated viewpoints in and around the city provide a birds eye view of all this and more2.Fourth, it gives easy admission price to universal and metropolitan cities like Vancouver and other tourist destinations like USA by ferry and airplanes in both English speaking locations. Furthermore, Victoria hosts sure restaurants that represent the multicultural population of the island as well as central lodgings which are at walking distance from the heart o f the city.SWOT synopsis (SEE APENDIX I)WeaknessVictorias main weaknesses come from the lack of awareness of the city as a tourist destination. Additionally, the high competition makes travel expenses higher and fewer orient international flights coming to and from victorias international Airport. Moreover, Canada as a whole does not support health services for temporary visitors. Lastly, shop is made more unvoiced for tourist due to high taxes in Canada.OpportunityThere are some opportunities that Victoria should consider in order to boost their number of visitors adjoin awareness through tour operators, Develop agreements with neighbour cities to promote affordable trip packages, Develop sustainable and cultural tourism. Victoria should also check advantage of the cities common characters with Australia and their resembling motivations for tourism3 (sceneries, door to nature and outdoor activities, wildlife and proximity to cosmopolitan cities)ThreatVictorias tourism industr y washbowl be threatened by other competitive markets like the USA, which due to currency depreciation present themselves as more attractive and affordable destinations. Other closer competitors within Australia, in Asia or atomic number 63 may as well present a threat to the long and expensive trip to Victoria. Lastly, the unclear definition between Vancouver and Victoria may take away from the international outlook to Victoria as a preferred tourist destination. shareation AnalysisThe Target segments are 17% of the Australian population who are 60 years or older and are nutrition in metropolitan areas which according to the department of community, Senior well keep in Australia reported %73 on seniors live in metropolitan areas. In addition, the segment will be focused on couples with no children with account to %50 of the senior population in the country3. In addition, according to The Conference board of Canada %40 of seniors in Australia live in poverty4. This would leave a margin of %60 seniors that could potentially become the primary target for this tourism marketing proposal services4Assumptions There are different types of seniors that I am trying to target the primary segments are those seniors, who hold back retired and feel they want to relax, take a trip with no rush and exposure to a healthy environment with ample access to Nature and Culture. The second segment are seniors who shake off either retired or are about to retire and feel life is starting and need to risky venture now that they dont have the responsibility of work or family.-Metropolitan areas are more expensive to live in therefore the target segment will have better financial stability and potentially be receiving retirement from service. The income source may indicate that a portion of this group have retirement plans savings and or investments.surgical incisionATION ANALYSISBroad Market SegmentationGolden Age TravelerCultural Heritage Interest TravelersGeographic Segmentat ionAustralian senior citizens, baby boomers who have strongest interest in ecotourism and cultural heritage attractions such ashistoric sites, museums, nature, parks and wildlife exposureAustralian senior citizens, who have the Interest in short trips with outdoor activities like sightseeing, golfing, shopping, gambling and easy access to cosmopolitan and other tourist destinationDemographic SegmentationRetired unite couples with graduate studies and no children living at home age 65 and over living in metropolitan areasHigh Income Married Couples with no children living at home age 60 and over living in metropolitan areasPsychographic SegmentationSelf-sufficient individuals, family oriented, community values who enjoy pacific traveling, exposure to nature and environmentally conscious with are interest in exploring other culturesHigh disposable income with active lifestyle, enjoy socializing with other people of same interest and look for outdoor activities, casinos, high-end res taurants, resorts and sportsBehavioural Segmentation5OccasionBenefit SoughtUser StatusLoyalty StatusBuyer Readiness stage pass Vacations-Authentic experiencethat explores a destinationsNatural and cultural heritage. First time visitors-Switchers Investigate options, costs and take time to decide Winter Vacations-Getaway with easy access to cosmopolitan cities and metropolises-Frequent visitors Soft Loyal Look for a short getaway no much investigation, they look, like and buySegment AttractivenessPrimarySecondarySegment Attractiveness AnalysisThe Segments are measureable because we have quantitative data of the subject in terms of demographics, age groups and financial conditions that could become our primarily target. %73 segments living in metropolitan areas give them easier access to mass media, technology and better income. However, there is no particularised data describing the literacy rate of this specific group and it is for this causation that the assessment for this crit erion is a 6.If specifically identified, the segments chosen are indeed substantial and profitable enough to serve. Graduates, affluent and high income seniors are highly accustomed to use their savings, disposable income or retirement funds to enjoy their lives after retiring from the workforce. The segments are also highly distinguishable from other segments because they have specific geographic, demographic, psychographic and behavioural characteristics. Additionally, this group is accessible. Eeffective marketing, sales and service programs can be formulated for attracting and serving the segments because they are located in central areas exposed to technology and other marketing venues. Finally, this segment is ethically approachable because they are not presented as a vulnerable group that can potentially attract negative opinions.SEGMENT ATTRACTIVENESSCRITERIAASSESSMENT (0-10)1Measurable62Substantial83Differentiable94Actionable85Accessible86Ethical10Total Assessment for Segm ent49RecommendationsThe primary target segment Retired married Self-sufficient couples, 65 years or older (golden- age), no children living at home, located in metropolitan areas with strong sense of community values who enjoy peaceful traveling, exposure to nature and environment, interested in outdoor activities and exploring other cultures.Brand Positioning StatementAustralian Golden age couples, rest at substitute in the colourful city of Victoria, Explore the aboriginal history and heritage of the city while walking through the most exuberant sceneries in all CanadaConclusionHaving identified the economic and demographic assets of Australia as a powerful potential market for senior outbound tourism, the swot analysis, segmentation analysis and segment attractiveness analysis have narrowed down our target sector in order to exploit Victoria in competitive advantages over other cities in Canada or other destinations overseas and position it as a tourist destination of golden age travelers age 65 and older. If Opportunities are explored, we can promote victoria as an authentic experience that will allow natural, cultural and seasonal traveling for first time or frequent visitors.APENDIX 1STRENGHTSWEAKNESSESPerceived as desirable destination (Ocean, Rocky mountains, gardens, beaches, lagoons)Museums Historic SitesAttractions and EntertainmentParks, wildlife, natural areas Outdoor activitiesLocal Heritage Aboriginal AttractionsLocation and Safety (near cosmopolitan cities, bordered with USA)Same LanguageSeasons are opposite from AustraliaBrand is no very RecognizedNot many international Flight go straightaway out or into VictoriaHigh Taxes for shoppingHealth Services are not available to temporary visitorsLack of high end shoppingHigh prices for airfare, accommodation and tourist attractionsOPPORTUNITIESTHREATSCanada meets Australians market on motivations for visiting a country(sceneries, access to nature and outdoor activities, wildlife and proximity to cosmopolitan cities)Increase awareness through tour operatorsDevelop sustainable and cultural tourismDevelop agreements with neighbour cities to promote affordable trip packagesDepreciation of USA dollar makes it a more attractive and affordable tourist destination.Closer are more affordable destinations in Europe and Asia could shift Australian visitors flow from VictoriaAustralia offers similar products in terms of tourist attractions, events and activitiesNot clear differentiation between Victoria and Vancouver.Notes1. Wikipedia, List of countries by GDP (nominal). Last modified 2013. Accessed February 13, 2013. http//en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal).2. Super Natural British Columbia , Victoria Geography. Last modified 2012. Accessed February 13, 2013. http//www.hellobc.com/victoria/geography.aspx.3. Global Summary Report 2011.Canadian Tourism Commission. 27.http//en-corporate.canada.travel/sites/default/files/pdf/Research/Market-knowledge/Global-tourism -watch/global_summary_gtw_yr5_2011_en.pdf (accessed February 13, 2013).4. Department for Communities. Western Australian, seniors wellbeing Indicators 2012, Demographic Profile.Perth, Western Australia 2012. http//www.communities.wa.gov.au/serviceareas/seniors/research/Documents/SO46 SWI Demographic Profile.pdf (accessed February 13, 2013)5. Exams Tutor, Behavioural Segmentation. Last modified 2012. Accessed February 13, 2013. http//www.examstutor.com/business/resources/studyroom/marketing/market_analysis/9_behavioural_segmentation.php.