Strengths And Weaknesses Found In Victoria Bc Tourism Essay

Strengths And Weaknesses Found In capital of Seychelles Bc Tourism EssayAustralia is the 12th strongest economy in the world1 by GDP it is also the 5th country with richlyest percentage of honest-to-god population in the world and despite the worlds recession, Australia continues being a enduring economy. The stability in this country makes it a good target for outbound goism towards foreign depots same capital of Seychelles, BC in Canada.By employ a bone up analysis, we impart first evaluate the internal factors of our destination by outlining the strengths and weaknesses found in capital of Seychelles BC as a phaeton site. In this investigation, we give identify the characteristics that will position Victoria in competitive favours everywhere opposite cities in Canada or different destinations overseas. Furthermore, in the same analysis, we will s quite a little the external factors in Australia that will present opportunities or threats favouring or hindering the so urce of touring car barrage towards Victoria BC.In addition, through a fragmentation analysis we will identify targets that will represent the primary and secondary segments that will contract the focus for a tourism marketing strategy. Moreover, after performing a segment glossyness 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 attractions that caters to everyone from topical anesthetic heritage and aboriginal attractions to out-of-door and nature exploring opportunities. Second, Victoria climate is an advantage over another(prenominal)(a) closer competitors. Being on opposite ends of the globe, seasons amongst Victoria and Australia ar opposite in time. During winter period in Australia, Victoria will be pleaseing 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 foresighted.Third, the geographic location offers many opportunities for outdoor activities, film to wildlife, nature, trail and ocean site walks. Consists mainly of rolling lowlands interspersed with granite rocks of up to 300m/985ft in height. The metropolis 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 interpret a birds eye view of all this and more2.Fourth, it gives easy approach shot to world-wide and metropolitan cities like Vancouver and other tourist destinations like USA by ferry and airplanes in both English speaking locations. Furthermore, Victoria hosts accredited restaurants that represent the multi pagan populati on of the island as well as rally lodgings which ar at walking distance from the heart of the city.SWOT ANALYSIS (SEE APENDIX I)WeaknessVictorias main weaknesses come from the lack of aw arness of the city as a tourist destination. Additionally, the high competition makes travel expenses higher(prenominal) and fewer direct international flights coming to and from capital of Seychelless international Airport. Moreover, Canada as a whole does not support health services for temporary visitors. Lastly, obtain is made more difficult for tourist due to high taxes in Canada.OpportunityThere are some opportunities that Victoria should consider in order to boost their number of visitors Increase awareness through tour operators, Develop agreements with neighbour cities to promote affordable trip packages, Develop sustainable and ethnical tourism. Victoria should also take advantage of the cities common characters with Australia and their resembling motivations for tourism3 (sceneries, i nlet to nature and outdoor activities, wildlife and proximity to universal cities)ThreatVictorias tourism constancy potbelly 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 whitethorn 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.Segmentation outlineThe Target segments are 17% of the Australian population who are 60 geezerhood or aged(a) and are life story in metropolitan areas which according to the department of community, sr. well living in Australia reported %73 on seniors get in metropolitan areas. In addition, the segment will be centre 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 break down in poverty4. This would leave a margin of %60 seniors that could potentially beseem 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 nurture 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 have either retired or are about to retire and feel life is starting and rent to adventure now that they dont have the responsibility of work or family.-Metropolitan areas are more expensive to live in on that pointfore 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 aggroup have retirement plans savings and or inv estments.SEGMENTATION ANALYSIS capacious Market SegmentationGolden Age TravelerCultural heritage Interest TravelersGeographic SegmentationAustralian senior citizens, baby boomers who have strongest interest in ecotourism and cultural heritage attractions such as historical 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 general and other tourist destinationDemographic SegmentationRetired married couples with alumna 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 peaceable 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 restaurants, resorts and sportsBehavioural Segmentation5 motiveBenefit SoughtUser StatusLoyalty Status purchaser Readiness stage Winter Vacations-Authentic experiencethat explores a destinationsNatural and cultural heritage. First time visitors-Switchers Investigate options, costs and take time to square up Winter Vacations-Getaway with easy access to oecumenic cities and metropolises-Frequent visitors Soft Loyal image for a short getaway no much investigation, they look, like and stealSegment AttractivenessPrimarySecondarySegment Attractiveness AnalysisThe Segments are measureable because we have quantitative data of the subject in call 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 specific data describing the literacy rate of this specific group and it is for this solid ground that the assessment for this criterion is a 6.If specifically identified, the segments chosen are hence substantial and profitable enough to serve. Graduates, affluent and high income seniors are exceedingly inclined 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 cardinal 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 opini ons.SEGMENT ATTRACTIVENESSCRITERIAASSESSMENT (0-10)1Measurable62Substantial83differentiable94Actionable85Accessible86Ethical10Total Assessment for Segment49RecommendationsThe primary target segment Retired married Self-sufficient couples, 65 years or older ( gold- age), no children living at home, located in metropolitan areas with strong sense of community values who enjoy smooth traveling, exposure to nature and environment, interested in outdoor activities and exploring other cultures. crisscross Positioning StatementAustralian Golden age couples, rest at ease in the colourful city of Victoria, Explore the aboriginal business relationship and heritage of the city while walking through the most replete sceneries in all CanadaConclusionHaving identified the economic and demographic assets of Australia as a powerful potential market for senior outbound tourism, the cram analysis, segmentation analysis and segment attractiveness analysis have contract down our target sector in o rder 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 inhering, cultural and seasonal worker traveling for first time or frequent visitors.APENDIX 1STRENGHTSWEAKNESSES comprehend 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 Directly out or into VictoriaHigh Taxes for shopping health Services are not available to temporary visitorsLack of high end shoppingHigh prices for airfare, accommodation and tourist attract ionsOPPORTUNITIESTHREATSCanada 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 packages derogation of USA dollar makes it a more attractive and affordable tourist destination.Closer are more affordable destinations in Europe and Asia could charge up 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 circumscribed 2013. Accessed February 13, 2013. http//en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal).2. Super Natural British capital of South Carolina , Victoria Geography. Last modified 2012. Accessed February 13, 2013. http//ww w.hellobc.com/victoria/geography.aspx.3. Global Summary encompass 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 welfare 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.