Marketing plays a pivotal role in the achievement of the viable by a company on the competitive market. Tourism is referred to as a primary feature of economic activities, which belongs to marketing. Tourism industry with the help of operational performance gains the finest combination regarding marketing mix. In terms of Tourism Australia, marketing mix will be a highly effective strategy for outlining the details of its product, pricing strategy, promotional strategy and distribution strategy and initiates accordingly.
Product
Promotion is the most vital aspect since it will enable the organization in highlighting its products in front of the customers. This makes it highly significant for Tourism Australia organization to promote the positive aspect of the destination Australia along with the attractive places to visit, which the customers desire for. For instance- the destination is a hub of spectacular scenery, which is a crucial requirement of the customers. Great Barrier Reef is known to be the biggest coral reef system, which spans 2300 kilometers regarding the terrain of Tropical North Queensland, which is a playground for the visitors who are keen to sail, snorkel and swim (tourism.australia.com. 2018). Moreover, a larger section of the tourists prefer scenic flight for which, the organization needs to positively highlight the Lake Hiller. Tourism Australia needs to promote Hymans Beach, which is known to be blessed with the brightest as well as the whitest sand for the visitors who are mostly keen to visit beaches and are highly attracted to sunny segment. Concisely, it can be said that Tourism Australia needs to promote the striking aspects of the destination for attracting a larger section of visitors, which in turn will help the organization in gaining positive recognition as a destination marketing organization. The Wineglass Bay is known to be a thick forest, which is referred to as one of the most photogenic vistas. Concisely, a bulk of population is largely drawn towards the scenic beauty of a destination, which needs to be blended well in the promotional campaign of the organization.
On the other hand, a larger section of the visitors or tourists are more prone towards visiting those places, which have a blend of exotic coastal and aquatic lifestyle along with food as well as wine with nature (Sigala, 2019). This makes it highly imperative for Tourism Australia to incorporate an effective promotional campaign, which will focus on the promotion of all these aspects thereby drawing a larger section of customers. Moreover, the organization needs to promote its activities through effective celebrity endorsements. Furthermore, the organization has taken resort to promote the destination through celebrity endorsement (Johns et al., 2015).
Customers may have identical demographic characters, which include income, age and gender; however, they differ in terms of interests, behaviors as well as attitudes. Tourism Australia has not focused on forming effective strategies for drawing attention based on demographics. They have taken the resort to the incorporation of proficient promotional strategies based on the varied attitudes, interests along with behaviors of the customers (Choe et al., 2017). As per research, a larger section of the visitors or tourists is seen to be highly keen in visiting destinations with natural serene landscapes along with exotic food and wild lifestyle. Australia is best known to be a destination having a well-blended exotic coastal and aquatic lifestyle with food as well as wine with nature. Australia is a place, which is best recognized as the destination of spectacular scenery, which is well blended with exotic coastal and aquatic lifestyle with food as well as wine with nature. This makes Tourism Australia to target high value travelers, who will be highly motivated by their offerings. They have put their marketing focus on its aquatic and coastal life, nature and wild life and nature along with food and wine. This is the reason; the organization has taken resort to target those customers who are more prone towards visiting those places, which have a blend of exotic coastal and aquatic lifestyle along with food as well as wine with nature.
Promotion is the most vital aspect since it will enable the organization in highlighting its products in front of the customers. This makes it highly significant for Tourism Australia organization to promote the positive aspect of the destination Australia along with the attractive places to visit which the customers’ desire (Salvatierra and Walters, 2017). The organization needs to promote its business through effective promotional campaign with a focus on the promotion of all these aspects thereby drawing a larger section of customers. Moreover, the organization needs to promote its activities through effective celebrity endorsements, which is a proficient element in tourism promotional campaigns. The key objectives of the promotional campaigns are as follows:
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