Tourism and hospitality Management in Australia-Free-Sample

Question: Discuss about the Hotel and Hospitality Management in Australia. Answer: Hotel and Hospitality Management As per Tourism Research Australia (2016), Australia is the favourite place for all types of tourists i.e. domestic as well as international tourists. And Brisbane is the most attractive city in Australia in terms of attraction of tourism. As per the recent report, more than 57, 53,000 domestic tourists visited In Brisbane last year with an average of 3.1 nights spending. And more than 11, 25,968 international tourists visited Brisbane in last year with an average of 22.1 nights spending. These figures show that Brisbane is the most attractive place for international tourists. Almost all states people of Australia are interested in visiting Brisbane and the most states are Queensland and South Wales, whereas New Zealand and Asian people more prefer to visits Australia. Canberra Hotel Brisbane is the most popular and emerging hotel amongst the hotel industry. Advertisement of Canberra Hotel was attractive enough to attract the domestic as well as international tourists. As it is a five star rating hotel, people with high income and high standards will wish to stay with them. Advertisement is the way through people gets to know about the latest trends, events, etc. in their area, in their country, or across the globe. Canberra Hotel uses the same technique to attract the people through building an advertisement which describes the relevant offers, fares for rooms, etc. Canberra hotels strategy was to attract the customers and for this they used rational as well as emotional advertising techniques. Under their advertisement, they used appropriate images of attractive areas of their hotel and those movements which are very precious for the organization. Being a five start rating hotel, management of Canberra Hotel delivers the attractive points such as view from the hotel, extra services provided to the customers, etc. All the images showed in the Canberra Hotels advertisement displays the high quality services, cleanliness, hygiene, etc. Apart from this, for attracting more number of domestic as well international clients, they have applied the offer polic y through which fares of hotel have been decreased and complimentary services have also been modified to provide optimum benefits to consumers (Tourism Research Australia, 2016). Making advertisement technique requires centre of attraction images, unique colours, designs, etc. These are used in the advertisement very adequately and with a view to make it attractive. Colours are used to persuade the customers decisions. As it is a five start hotel, Canberra Hotel has used the combination of unique colours as well as the sign of peace colour i.e. white to make the advertisement more decent and reliable. These colours guide the customer behaviour and customer takes the decision being emotional. The colours used in the advertisement showed the class, standard, luxury and sense of elegance of hotel. Colours of advertisement explain the customers regarding the characteristics of hotel and the requirements which are they looking for their business or romantic trips will be fulfilled (Kotler, Bowen Makens, 2014). Obtaining customers attention, their interest as well as their desire to stay in the hotel is all depends upon the advertisement of the organization and it is described under AIDA framework. This will helps the Canberra Hotel to attract all those people who are searching for the best experience in terms of stay, luxury, etc. The target market for Canberra Hotel will be the people who can afford the hotels fares as it is a five star rating hotel, its fares are quite high or expensive in terms of medium budgeted hotels. In their advertisement in relevance with the AIDA framework, Canberra Hotel has decided to attract more and more number of people towards their hotel through reducing the rentals of the stay, they have started providing discounts on food and beverages, etc. This step has helped the organization to improve the profitability of the organization. Advertisement of Hotel Canberra is developed with a view to target the audience and it includes various eye-catching things such as sophisticated colours, attractive designs, bold heading, and etc. (Mok, Sparks, Kadampully, 2013). The advertisement of the Canberra Hotel was pasted across the most visited places of Brisbane such as shopping malls, airports, etc. Printing advertisement on airports helped the organization to attract the tourists from the starting point of their journey only. The more people will see the advertisement, the more profitability and demand will be increased for hotel. With this view, they have arranged almost all facilities and apart from that room service is available for 24 hours through which organization could gain the adequate trust level from its clients. In the advertisement of Hotel Canberra, all details are given from enquiry phone number till the address of the hotel. This information is given so that in case of requirement of any additional information, customer can contact the hotel reception anytime regarding availability of rooms, etc. (Kusluvan, et. al., 2010). The advertisement of Hotel Canberra Brisbane has achieved the effective results through targeting appropriate standard of people. The hotel has almost all kinds of products such as for business purpose, they have separate conference halls for meetings, for honeymoon couples, special sweet rooms are available, and for tourists who are in Australia for taking better life experience as well (Alonso Ogle, 2010). Source: The state of Queensland (2017). References Alonso, A.D. Ogle, A., 2010. Tourism and hospitality small and medium enterprises and environmental sustainability.Management Research Review,33(8), pp.818-826. Kotler, P, Bowen, JT Makens, JC 2014, Marketing for Hospitality and Tourism, 6th edn, Pearson Education Limited, Essex, England. Kusluvan, S., Kusluvan, Z., Ilhan, I. Buyruk, L., 2010. The human dimension: A review of human resources management issues in the tourism and hospitality industry.Cornell Hospitality Quarterly,51(2), pp.171-214. Mok, C., Sparks, B. Kadampully, J., 2013.Service quality management in hospitality, tourism, and leisure. Routledge. Tourism Research Australia 2016, Domestic Tourism Statistics, Australian Government, viewed 30 July 2016, https://www.tra.gov.au/research/domestic-travel-by-australians.html Tourism Research Australia 2016, International Tourism Statistics, Australian Government, viewed 30 July 2016, https://www.tra.gov.au/research/International-tourism-statistics.html