Tourism
Destination Overview: The Gold Coast, Australia
The Gold Coast is considered a premier Australian tourist destination that attracts over 10 million overnight and daytrip visitors every year. The city is endowed with natural attractions that range from its internationally celebrated beaches to World Heritage Listed subtropical rainforests. The City has excellent tourism services and infrastructure, and skilled industry operators. Since the early 1990’s the city has been attracting many visitors because of its numerous assets combined with its favorable location, sub-tropical climate and quality lifestyle (source: ).
The Gold Coast Map
Source:
Pull Factors
Pull factors are factors that positively attract a tourist or a visitor to a certain location or destination (, 2000, ). According to and (2006), pull factors are focused on the supply side of tourism (i.e. product or destination-based forces) rather than on tourist demand (i.e. market or origin-based forces) (). The nine pull factors according to Weaver and Law are Geographical proximity to markets; Accessibilt; Availability of attractions; Cultural link; Availability of services; Affordability; Peace, Stability and Safety; Positive market image; and Pro-tourism policies.
Nine Pull Factors
1. Geographical Proximity to markets
Controlling for all other factors, an inverse relationship is likely to exist between the volume of traffic flowing from an origin region to a destination region and the distance separating the two ( and , 2006, ).
2. Accessibility to markets
Developments that make destinations more accessible to origin regions can reduce the effects of distance. Infrastructure accessibility refers to the availability and quality of transportation linkages such as air routes, highways and ferry links within transit regions, and of gateway facilities such as seaports and airports within the destination and origin regions. The level of infrastructure accessibility in a destination depends on many factors, including the availability of funds, physical barriers and cooperation with other destinations as well as intervening jurisdictions in the transit region to establish effective air, land and/or water linkages. Political accessibility on the other hand refers to the conditions under which visitors are allowed entry into a destination ( and , 2006, ).
3. Availability of attractions
Attractions, because of their crucial role in drawing tourists, are the most important component of the tourism system and a major factor around which the development of a destination will depend. Attractions include specific features such as theme parks and battlefields, and generic or nonspecific features such as scenery and climate ( and , 2006, ).
4. Cultural links
Throughout history, one of the motivating factors for tourism is a desire to seek out exotic and unfamiliar venues ( and , 2006, ).
5. Availability of services
Tourists will usually avoid attractions if affiliated services are unavailable or of poor quality. Adequate accommodation, toilets and dining facilities are as important as transportation access. Tourism bureaus are also as important facilitating service. At a broader destination level, the presence of basic services nonspecific to tourism, such as policing and medical facilities, is also critical. The private sector usually provides the tourism-related elements, while governments tend to provide the general service provision because of their greater wealth and higher level of physical development ( and , 2006, ).
6. Affordability
The cost of living in a destination region relative to an origin area is one important component, since high proportion of total trip costs are normally incurred within the destination through food and accommodation expenditures ( and , 2006, ).
7. Peace, stability and safety
The tourist market is also sensitive to any suggestion of social or political instability within a destination, given the ‘on site nature of consumption inherent to tourism – that is consumers must travel to the product in order to engage in its consumption ( and , 2006, ).
8. Positive market image
Destination images are often an amalgam of assessments related to previously described pull factors such as accessibility, attractions, cultural links, affordability, stability and safety. Such images are immensely important in discretionary forms of tourism such as recreational vacations, where the destination is not predetermined by business or social considerations ( and , 2006, ).
9. Pro-tourism policies
The pull effect of a destination can be positively influenced by the introduction and reinforcement of pro-tourism policies that make a destination more accessible. Governments, for example, can and often do employ awareness campaigns among the resident population to promote a welcoming attitude towards visitors, in order to foster a positive market image ( and , 2006, ).
Five Pull Factors that Attract Tourists to the Gold Coast
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1. Accessibility to markets
Coastal Area
Road and air access to the Gold Coast is good. There is easy connectivity with Brisbane and excellent connections to major southern markets. The region is well serviced by the major transport providers including:
Qantas?JetStar, Virgin Blue, Australian Airlines, Freedom Air, QR and Coach Companies like the Bus Transit Center.
The Gold Coast Airport is well serviced with a number of direct connections with international markets in Asia and increasing domestic services. Located only 50 minutes drive with the Gold Coast, Brisbane Airport is another option for travelers and offers a rail service linking the airport with the Gold Coast’s six train stations.
Hinterland
Road access and conditions in the Hinterland region are generally good. The region also has access to Gold Coast and Brisbane Airports, which are serviced by a number of international and domestic airlines.
2. Availability of attractions
Coastal Area
The region has wide array of natural and built attractions. There is scope to capitalize on the increasing interest in nature-based tourism experiences by encouraging the development appropriate nature based attractions. The range and variety of Theme Parks and world famous Gold Coast beaches assist in the overall competitive advantage of the region.
Hinterland
The region contains the CERRA World Heritage Area, several National Parks and State Forests with good visitor facilities as strong consumer appeal. The CERRA World Heritage area incorporates Lamington National Park, Tamborine National Park, Mt. Barney, MT. Maroon and Springbook National Park. The region also boasts a number of freshwater fishing creeks and rivers. Consumer research indicates that the natural beauty and the unique landscape have strong appeal for the current market.
There are seven wineries within the Gold Coast hinterland region with variable tourism infrastructure. The region has positioned itself to capture the international day tour market off the Coastal strip, combining the local wine, food and produce as a total niche experience.
The Hinterland region is renowned for attracting high quality art and craft exhibitions at Gallery Walk, Tamborine Moauntain. In addition, the region has number of heritage and historic attractions, eg. Historic churches, unique country pubs and various sites linked to the historic timber industry.
3. Availability of Services
Coastal Area
There is an extensive range of accommodation on the Gold Coast that caters well for the various markets. The region is well catered for with hospitality infrastructure. The gold Coast has a wide range and quality of retail services. Tourist information and booking services are well catered for. There are two accredited Visitor Information Centers in the region. The overall standard of signage on the coastal precincts is adequate.
Hinterland
The Gold Coast Hinterland is well serviced with a range of accommodation options that are appropriate for the current niche markets, including farm stays, B&B’s, motels, caravan parks, camp grounds, guest houses and cottages/cabins. While there is a range in the level of understanding of the principles and business and tourism, the level of hospitality service is reasonable in the region, although there is room for improvement in some areas. This provides an opportunity to develop a coordinated education plan – in the business of tourism.
4. Positive market image
Destination Brand (source: )
Local Regional and National Positioning
In local, regional and national markets, the Gold Coast has been positioned as the “microcosm of the Australian lifestyle. Rich in color and diversity, the region is synonymous with glorious weather, health, vitality and life itself. The environment is as diverse as the people creating an atmosphere of freedom, excitement and passion.” The positioning is encapsulated in the brand “Very Gold Coast Very GC”. This branding theme promotes the Gold Coast as a vibrant destination possessing distinction and sophistication and offering the most exciting Queensland holiday experience.
International Positioning
From an international perspective the focus is on positioning “Australia’s Gold Coast” as a safe holiday experience with amazing beaches, access to nature-based attractions and activities in the hinterland region, combined with a range of shopping experiences and other built attractions and activities in the hinterland region, combined with a range of shopping experiences and other built attractions and activities in the hinterland region combined with a range of shopping experiences and other built attractions such as theme parks.
5. Cultural links
The Gold Coast has a diverse and vibrant culture that is nurtured and sustained by the community and the government. The region’s rich cultural heritage continues to attract visitors from different parts of the world. The gold Coast is a fast growing city yet the region has a link with indigenous history.
Domestic Competitive Environment (source: )
The chief competitive strengths of the Gold Coast as identified by research (2004) are its:
1. Variety of theme parks
2. Luxury accommodation
3. Range of Restaurants and dining options
4. Accessibility
5. Nightlife
6. Variety of events and entertainment
7. Vibrancy
8. Beaches
9. Shopping
10. Variety of sightseeing opportunities
11. Ability to accommodate children
12. Tropical climate
Another competitive strength is that the Gold Coast is a well-established holiday destination, supported by a strong industry distribution network, making the product accessible. With regard to international competitors for domestic markets, the destination has the advantage of proximity and relative safety (source: ).
International Competitive Environment (source: )
According to research, potential visitors from long-haul markets (US/UK/Europe) are primarily motivated for an overall Australian experience. These visitors are more likely to take in a number of Australian and Queensland destinations during their stay in the country. Conversely, potential visitors from short-haul markets (Asia/Japan/New Zealand) are more likely to prefer a specific Queensland destination. From an international market perspective, the Gold Coast has a wide range of competitors, depending on the particular source market. With regard to longer haul source markets, the Gold Coast is a key element of an Australian and Queensland holiday experience and competes along with Australia and Queensland. In shorter haul markets, the Gold Coast’s main competitors are more immediate and definable. For Japanese visitors, Hawaii and Guam are very real competitors. For Asians, other intra-Asian destinations offering beach holiday experience, such as Thailand and Indonesia are primary competitors. In the New Zealand market, the Gold Coast directly competes with a number of international destinations in addition to Australian competitor destinations offering a similar beach holiday experience.
Destination Positioning ()
The core positioning strategy for the Gold Coast is to differentiate the destination from key competitors by establishing a distinctive and attractive brand based on its attributes, experience and appeal in relation to the perceived needs and interests of target markets.
Main Attributes and Appeals of Gold Coast
1. Stunning beaches and waterways
2. Theme Parks
3. Shopping
4. Fantastic year round climate
5. Wide range of restaurants and dining options
6. Casino
7. Diverse Experiences
8. Hinterland
9. Exciting Nightlife
Destination Image/ Personality
1. Vibrant
2. Sophisticated
3. Confident
4. Chic
5. Luxurious
6. Entertaining
7. Engaging
Benefit of the Destination Experience
1. Entertainment/ Luxurious
2. Relaxing/ Refreshing
3. Rejuvenating/ Revitalizing
Competitive Differences (source: )
The Gold Coast truly has a uniquely sophisticated style-world class beaches, an abundance of quality activities and attractions, a range of theme parks, exciting nightlife, varied shopping experiences and a wide range of luxurious accommodation options. Behind the dunes, the Gold Coast hinterland offers quaint country towns and villages, wineries, art galleries and craft centers and World heritage pristine rainforest.
Tourists Attractions
The Gold coast is one of Australia’s major holiday destinations. It is famous for its beaches, surf, theme parks, shopping, nightlife and hinterland and has been attracting Australian families for many decades (source: ).
Major Tourist Attraction: Built Attractions
Theme Parks
The Gold Coast is considered as the capital of Australia when it comes to theme parks. The theme park capital offers visitors of all ages and preferences a wide array of different worlds to choose from. The Gold Coast offers more attractions than any other destination in Australia. The Gold Coast has the fastest, the longest, the highest and the most exciting theme parks in Australia. Theme Parks or “Themed Worlds” are one of the biggest tourist attractions in the Gold Coast. A holiday on the Gold Coast is almost entirely composed by selecting itinerary of such worlds; worlds which attract consumers on the basis of their size or their ability to encompass a nostalgia or an ideal. Half of the Gold Coast’ visitors attend theme parks. Some of the Theme Parks in the Gold Coast are Seaworld, Wet'n'wild Water Park, Warner Bros Movie World, Skirmish World (the outdoor wargame park 'just near the war museum and boomerang farm'), Cable-Ski Water Park (Australia's first mechanized water-skiing park), Frozenworld, and Dreamworld (a multi-themed world of worlds modelled on the US Disneyparks) ( 2001, ).
Dreamworld
Dreamwolrd boasts 13 themed worlds of rides, shows and attractions; they include: wild log rides down rapids; cruises along a man-made canal in a paddle-wheeler; bushranger shows; an 'interactive' tiger exhibit; as well as chairlift rides through 'Koala Country' and 'Gold Rush Country', following which one can view other worlds projected onto 180° screens (, 2001, ).
Dreamworld is also home to Tiger Island, Nick Central, The Australian Wildlife Experience, Wiggles World, Big Brother, FlowRider and the Big 5 Thrill Rides - some of the tallest, fastest thrill rides in the world, Dreamworld is the ultimate place for family fun (source: ).
WhiteWater World
WhiteWater World is a water theme park for all ages. Rides and Attractions include The Green Room, The Bro, The Rip, Cave of Waves, Wiggle Bay, and others.
Warner Bros. Movie World
Warner Bros. Movie World is the only movie related theme park in the Gold Coast. Visitors can experience Hollywood in a fun-filled, Gold Coast theme park family adventure. Warner Bros. Movie World has a wide selection of rides and attractions like Lethal Weapon, Looney Tunes Village, and Police Academy Stunt Show.
Sea World
Sea World offers a different experience for visitors by combining amazing theme park rides with shows and attractions. Sea World also aims to educate the visitors about marine life and promotes marine conservation through marine research and rescue. Marine World is among the favorite attractions in the Gold Coast. Among the popular rides and attractions are Corkscrew Roller coaster, Bermuda Triangle, Viking Revenge Flume Ride, The Pirate Ship, Shark Bay, Polar Bear Shores and Dugong Discovery.
Wet’n’ Wild Water World
Wet’n’Wild is Australia’s premier water theme park. It is also the largest Australian water theme park. Rides and attractions include Tornado, Blackhole, Whirlpool Hot Springs, Buccaneer Bay, Mammoth Falls, Speed Coasters, and others.
Attraction Attributes
According to and (2006), Attraction attributes are the characteristics of an attraction that are relevant to the management of an area as a tourist destination and thus should be periodically measured and monitored; includes ownership, orientation, spatial configuration, authenticity, scarcity, status, carrying capacity, accessibility, market and image (). According to (2001), Theme Parks in the Gold Coast share four prominent features with shopping malls and resorts in general:
1. Each of these attractions involves quite a large scale of productive capacity and development in order to establish worlds large enough to capture diversity and population ().
2. The typical theme park metaphorically compresses physical environments in terms of different kinds of tourist experiences. More often than not, these tourist experiences do not address the local cultural or natural setting in which they operate ().
3. The tourist environment enacts an inversion of cultural, historical and natural contexts. Sometimes this actually involves physically encasing prior forms of cultural and natural contexts in a comprehensive way ().
4. The displacement achieved by such technological worlds often rests on appeals to function over aesthetics. These include the projected convenience of shopping in a concentrated space, or the diversity of experiences possible within the one theme park ().
These destination attractions are able to attract many visitors local and foreign alike. One of the positive attributes of these attractions is their varied rides that attract different people from all age groups. The rides and attractions that they offer are exciting and innovative. Another attribute is being family friendly. In line with the Gold Coast’s initiative to be the top family holiday destination in Australia, these theme parks targets the whole family by offering rides and attractions that cater to each member’s whims and inclinations. Another attribute is education promotion. For example, Dreamworld offers an Education Program that caters to primary, secondary and tertiary students. This program promotes application of math, physics, geometry, biology, and tourism principles while the students are exploring and enjoying the park’s rides and attractions. In addition, in order to cater to the foreign nationalities, the park has an international program that will cater to other nationalities. WhiteWater World on the other hand introduces a new, innovative and relevant education program for the students. The park’s education strategy includes a junior science and senior math programs that will excite and entertain students. In addition to the education program, WhiteWater World also caters to leisure excursions, reward days and end of year break-up parties. Sea World also has a program that seeks to educate the students about marine life and environment. The education program at Marine World includes a marine mammal presentation and animal exhibits. The presentations are performed by the parks’ education staff and marine mammal trainers. Warner Bros. Movie World and Wet’n’Wild Water World have an Education Activity Trail Program that encourages students and teachers to participate in the various rides and attractions. The activity trail seeks to promote enjoyment, stimulation and socialization among students while challenging them to solve problems though introspection and reflection.
Market Segmentation
According to (2003), market segmentation is the process of dividing the total market into groups with relatively similar product and/or service needs in order to design specifically tailored products and/or services to match segment needs. Segmentation also leads to strategies that aim at the differences among consumers who comprise potential target markets (). Market segmentation is the prerequisite for selective market operation. It means splitting consumer markets into homogenous subgroups of consumers. It requires decisions of the marketing manager on the classification criteria, the size and the number of segments. Market segmentation is planned in conjunction with product positioning, as these two strategic issues depend on each other (, 2000, ). In tourism, market segmentation according to and (2006) is the division of the tourist market into more or less homogenous subgroups, or tourist market segments, based on a certain common characteristics and/or behavioral patterns ().
Market segments are portions of the tourist market that are more or less distinct in their characteristics and or behavior ( and , 2006, ).
Different Market Segmentation Bases
Geographic segmentation is carried out on the basis of the market’s origin; can be carried out in various scales, including region (e.g. Asia), country (Germany), subnational unit (California, Queensland), or urban/rural ( and , 2006, ).
Sociodemographic segmentation is based on social and demographic variables such as gender; age, family lifecycle, education, occupation and income ( and , 2006, )
Psychographic segmentation is based on the differentiation of the tourist market on the basis of psychological and motivational characteristics such as personality, motivations and needs ( and 2006, ).
Behavioural segmentation is the identification of tourist markets on the basis of activities and actions undertaken during the actual tourism experience ( and , 2006, ).
Bases
Variables
Profile
Justification
Sociodemographic
Family Lifecycle
Young parents (under 45 years) with school and pre-school aged children
According to young parents with children travel with family travel parties and stay at the destination for two weeks. The destination experience for this segment is typical Aussie summer holiday, two weeks of sun, surf and entertainment that includes a visit to a theme park.
Geographic
National: Japan
Parents travelling with children
Desired experience is to spend more time together as a family. They are most interested in seeing natural wonders, visiting wildlife parks/zoos, visiting amusement/theme parks. Focus on rest and relaxation, at 1 or 2 destinations, with standard hotel accommodation ().
Geographic
National: New Zealand
Parents travelling with children, from toddlers to young adults
Generally travel during the school holiday periods to a mono destination for 7-10 days. Desired attractions include theme parks, shopping and beaches ().
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