• Task description: An individual report based on a Case Study, that provides students with an opportunity to demonstrate the knowledge obtained for this subject. The assessment reflects issues and...

Running head: Tourism Australia         1
Tourism Australia                                         8
TOURISM AUSTRALIA
Table of Contents
Introduction    3
Overview of Tourism Australia    3
Holiday Here This Year Campaign    4
Leiper’s Theory    4
Target Market    5
Market Segmentation    5
Maslow’s Motivational Theory    6
Socio-Cultural and Economic Factors    7
Recommendations    8
References    9
Introduction
Tourism Australia has been functioning as an agency of the Government to attract the international tourists from all around the world. The Australian government have made sure to pay adequate care to the tourism sector so that they can contribute towards the fostering of the economy. It has emerged as one of the significant place for both leisure as well as travel. This case aims to shed light on the Tourism Australia and how its foundational attributes contribute towards the economical aspect. The motivational factor behind driving the tourists to Australia and the socio-economic factors will be studied extensively. Appropriate recommendations will be provided relating to the bushfire affected areas and how they can be recovered.
Overview of Tourism Australia
Tourism Australia have been instrumental in upholding the economical aspect relating to the hospitality industry. The facets concerning tourists’ consumption have increased at an unabated rate which has led to the rise in the demand development of it over the years. The aspect involving the tourism consumption appear to quantify as the demand side with respect of tourism, along with this the goods as well as the services which are purchased by the visitors. The demand is also determined by the representation of the prices that the visitors are found to pay. For ensuring demand and also in ensuring consumption, the government of Australia have made plans for major projects that will aim in stimulating and fostering tourism. It includes characteristic features for the improvement relating to arrangements of visa, extending the capacity for aviation. It also involves plans for integration in a better manner of all levels relating to the domestic planning.
Holiday Here This Year Campaign
Due to the resultant situation of the bushfire recovery effort on a national level, the campaign namely Holiday Here This Year has been developed by the Australian government for providing boost relating to the events industry. As opined by Australia (2020) the main aim to ensure economic upliftment of the hospitality sector by urging the organizations to undertake any kind of business events at their home instead of conducting it abroad. The integration of the event can be undertaken by the Custom toolkit, that makes it easier in the event industry to undertake decisions at any level. At the time of this national crisis because there has been a blow over all the sectors, it is advisable to work towards a better future by participating in this campaign. This will keep the operational functions flowing on a recurring manner, there will be no halt as the entire thing will be undertaken in a domestic setting, it is feasible and impactful to ensure upliftment of the economy which is otherwise going to meet its decadence.
Leiper’s Theory
The Australian tourism scholar who goes by the name of Neil Leiper who defined tourism as a system for encouraging the people to believe in it an interconnected system, for making the appropriate assessments taking decisions and making effective development completely basing upon this notion. As observed by Mihalic (2016) the tourism sector involves one of the most important stakeholder that determines the functional attributes of the hospitality sector are the tourists. Even leiper’s theory adheres to giving due interest to the tourists who orbit around the tourist destination region. There appears to exist five factors that are co-related with each other that shows how the transit routes, the tourists, generating regions, the destination...