Strategic Planning Online Tutoring on Tourism Industry
Executive Summary
The 21st century has experienced immense changes in the market environment. Almost every sector is facing new challenges and searching to sustain business activities. Where there are multiple forces that impact the market and business, the Tourism industry is such a sector that is majorly dependent on public and private participation. When the growth of the sector is not independent of the above-mentioned stakeholders, it becomes quite challenging to maintain significant growth and progress. Therefore, a strategic plan is needed in the Australian tourism sector so that the government and the public together can make efforts to sustain tourism growth and development.
Introduction
The development of every sector in the market is dependent on sheer hard work and a definite strategy. According to Ruhanen and McLennan (2009), a strategy can be defined as a definite plan that is prepared to ensure the achievement of a certain goal usually in a longer term. The volatile environment of the globe in terms of sustainability has challenged market forces to make sure steady progress of any sector or business. Australia, like many other countries, is also considering to invest and sustain those sectors that have a direct impact on the economy. Tourism is one such sector that helps the economy of a country to run fast and accelerates financial progress. The beauty of Australia is tough not as enchanting as many other countries like Switzerland (often known to be a heaven on earth), Egypt (known for its historical monuments) and Canada (known for its Niagara Falls). However, the country is still blessed with a number of beaches and eye-catching regions that are famous tourism places. A vast majority of Australia comprises of islands that add beauty to the country’s tourism and hospitality industry. Since tourism is dependent on the government and the public’s combined effort, Australia needs to have a “shared path” for the growth of its tourism sector.
Keeping this in view, a tourism strategic plan is needed to address a couple of concerns that the country has noticed in recent years. In Australia, the tourism sector has been criticized for lacking a definite strategic path and planning for its growth. According to Ruhanen et al. (2013), financial planning and funds are not allocated properly in the tourism sector mainly due to less focus on its development. Australia does not have insufficient financial resources, however, it does have an inappropriate allocation of these resources. Such a gap created difficulties for the sector to grow and therefore, the growth either remains stagnant or reduces drastically.
Thus, in light of these concerns, there is a need to have a strategic plan for the tourism sector of Australia. This plan would mainly be a shared path for all stakeholders that impact the growth of the sector.
Objectives of the plan
Every plan must comprise of a definite goal so that it gets a direction. In the current case, the objective of this plan is to increase efficiency by properly allocating financial resources. According to Divisekera and Nguyen (2018), a sector can be developed only if its financial resources are allocated appropriately. This is why this strategic plan has the following objectives.
- To allow all stakeholders to realize their responsibility ineffective allocation of financial resources
- To minimize extra costs that the sector is bearing as a burden
- To work smartly while using financial resources for the development of the tourism sector
Achieving these goals would be a definite source for the sector to grow in the long run with maximum effort and smart planning.
Strategic Plan and competitiveness
The accomplishment of goals is dependent on the smooth working of all stakeholders. According to Saito and Ruhanen (2017), stakeholders are the ones who have a direct impact on the development of any sector or organization. In the case of tourism, the stakeholders may include individuals, local residents, government and business associations, activist society as well as tourism developers. They all together impact the development of the sector. However, as far as the financial resources are concerned, the most evident impact is of the government and the tourism developers. A strategic plan with a shared path provides direction to these stakeholders and a result of it, they can increase competition in the market. Australia is dependent on its beach and natural beauty however the country has a very limited historical monument that may attract the tourists. This is why allocating financial resources in a proper manner is very crucial. Therefore, this tourism strategic plan would be focusing on the management of tourism developers and providing fine guidelines to the Australian government.
Stakeholders’ management & recruitment
The management of any staff is a crucial matter in the development of a sector or a business. In the case of the tourism sector of Australia, there will be three basic steps that would be used to create the plan. It includes the following.
The following initiatives and steps would be taken to maximize the efficiency of a strategic path.
| Focus Area | Initiative | Management |
| Identifying the funds needed for the development of the tourism sector of Australia | A number of stakeholders would conduct research based on the current data | A supervisory committee will be established to monitor the tasks |
| Allocating the funds based on the need of each destination within the tourism sector | Redefining the funds for each destination and then dividing them based on their requirement | The government and its sub-departments would manage the operations of this area |
| A marketing campaign would be started to emphasize the unexplored destinations within the tourism sector | A social media marketing team would be established to let the government and tourism developers know where to invest | A team of government officials and tourism developers would be created to monitor this campaign |
| Hiring appropriate staff for the tourism sector | Individuals who have served in the tourism sector in any part of the world would be given preference. Additionally, there will be a committee of government officials to select stakeholders | The tourism department of Australia would be in charge |
As mentioned above, the stakeholders will be emphasizing on the proper allocation of financial resources. In Australia, the tourism industry has sufficient monetary resources, however, it is the proper allocation of these resources that matters the most. The changes in the region and the climatic impact on tourism are undeniable challenges. However, it is the redefining process of the funds that can help the industry to get a shared path for development and progress. The funds if allocated in a proper manner can allow all tourism destinations to fulfil their return on investment as well as make better strategies in the upcoming years.
Conclusion
The development of any sector has no boundaries. It can be enhanced as much as wanted. In the case of the Australian tourism sector, the country is clear about its surplus financial resources, however, the main issue is the inappropriate allocation of resources. When rainforest destinations are given less funding than beach points, there will be unequal progress, impacting the tourism sector. This is why the proposed tourism strategic plan that focuses on appropriate funding of the resources is needed. For this purpose, it is essential that tourism developers and governmental bodies join hands to appear as the most responsible stakeholders of the tourism industry. Doing, so would not only strengthen the tourism sector of Australia but also become the backbone of the Australian economy. Such steps can ensure the mutual benefit of the government and the public while sustaining the growth of the sector.
References
Divisekera, S. and Nguyen, V.K., 2018. Determinants of innovation in tourism evidence from Australia. Tourism Management, 67, pp.157-167.
Ruhanen, L. and McLennan, C.L., 2009. Strategic issues in the Australian tourism industry: An analysis of national tourism strategies and plans. CAUTHE 2009: See Change: Tourism & Hospitality in a Dynamic World, p.1153.
Ruhanen, L.M., Mclennan, C.L.J. and Moyle, B.D., 2013. Strategic issues in the Australian tourism industry: A 10-year analysis of national strategies and plans. Asia Pacific Journal of Tourism Research, 18(3), pp.220-240.
Saito, H. and Ruhanen, L., 2017. Power in tourism stakeholder collaborations: Power types and power holders. Journal of Hospitality and Tourism Management, 31, pp.189-196.
