Contemporary Hotel Marketing for Demographic - myassignmenthelp

Question: Discuss about theContemporary Hotel Marketing for Demographic Factors. Answer: Introduction The hospitality industry is one of the fastest growing industries of Australia. This industry includes hotels and resorts that offer luxurious stay to the tourists visiting Australia, along with catering to the needs of business travellers. This assignment highlights the macro-external factors that have a key role to play in affecting the hospitality industry of Australia. The various factors that constitute the macro-external factors include the demographic factors, political and legal factors, economic factors, social and cultural factors, technological factors, and demographics. The significance of each of these factors has been described in details thus shedding light upon the extent of significance that each of these factors have. External macro-environment Demographics The demographics is one of the most important factors that have a significant effect on the working of the hospitality industry. The demographics include the age of the people visiting Australia, along with shedding light upon the gender of the majority of the people affecting the hospitality industry. The demographics have a key role to play in the hospitality industry. This is because depending upon the age ,gender and nationality of the majority of the tourists visiting Australia, the hotels and resorts well equipped themselves to Cater to the needs of tourist (Mok Sparks Kadampully, 2013). For example if the majority of the tourists visiting Australia are from Asia, then the Asian culture and Asian food needs to be catered to the tourists by the hotels (Amelung Nicholls, 2014). However if the European tourist dominate, the requirements will change accordingly. Hence the demographics are an essential macro environmental factors that has a significant effect on the hotel and hosp itality industry of Australia. Moreover with the popularity of Australia as a tourist industry, a large cultural diversity among the tourists has been observed. This cultural diversity affects the hospitality industry to incorporate the same diversity in the services and the food they offer to the guests. Hospitality industry needs to equip them to understand the cultural diversity, so that out of ignorance they do not hurt the culture of any tourist visiting the hotels. Economic conditions The economic condition of any country is one of the major determining external factors that affect the hospitality and tourism industry positively or adversely. Economic stability in a country ensures prosperity that attracts more tourists. Strong economy along with high affordability among the people encourages tourism (Buhalis Crotts, 2013). However natural calamities such as drought or flood, or the break out of any disease provide an adverb situation for tourism and hospitality industry (Dwyer et al., 2013). Encouragement from the government and promotion of tourism in the country attracts more tourists (Wang, 2013). High availability of world class transportation facilities such as flight and ships helps tourists to visit Australia regularly (Randle Hoye, 2016). The steady growth of Australia is also one of the important factors that affect tourism industry positively. Competitions Competitions among the various hotels in Australia are common. In order to remain in competitive advantage most of the hotels will ensure that they provide the best services to the guests. Competitors are mainly of 4 types (Baum, 2016). These include the direct competitors the product competitors the service computers and the discretionary competitors. Direct competitors and service competitors how many in numbers since a lot of hotels and resorts cater to the tourists coming to Australia (McPhail et al., 2015). However in order to remain ahead in the competition the best services needs you provided to the tourists. Society and culture The society and culture also has a strong effect on the enhancement of tourism and hospitality industry. The quality of life needs to be maintained, along with emphasising on healthy living of the tourists. The culture of Australia is rich (de Grosbois, 2016). Hence, it attracts huge number of tourists to Australia. The hospitality industry needs to ensure that the rich culture of Australia is displayed to the tourists by the way their needs are catered. The healthy living and positive lifestyle of the tourists have to be ensured, in order to attract more tourists (Ruhanen, Mclennan Moyle (2015). A country lacking culture and positivity is not a tourist attractive place. Hence, cultural richness and diversity are essential. Political and legal factors The political and legal factors also have a key role to play in enhancing the tourism industry. Political stability in Australia, along with the initiatives taken up by the government, in order to ensure the promotion of Australian tourism is important for the hospitality industry (Ruhanen, Mclennan Moyle, 2013). Moreover, the new and improved Airport, along with approval for high-rise hotels at the beachfronts, attract more tourists, thus facilitating the tourism industry (Chon, 2013). Along with the political factors, the legal factors also have a key role to play. The monetary and fiscal policies taken up by Australia, along with social legislations and regulations ensure that the tourism industry is facilitated (Goodall Ashworth, 2013). The taxation policies as well as the policies of seeking trade licence is easy thus facilitating the business of the hotels. Technology With the enhancement in the technology, the hospitality industry of Australia needs to upgrade their technologies, such that they are able to ensure the success of their business with the help of technology. The hotels have been modified and equipped with workstations and high-speed internet facilities, such that the needs of the business travellers could be fulfilled. Moreover, with technology up-gradation, satellite tracking systems and sophisticated communication network have to be designed, in order to ensure achievement of competitive advantages (Jones, Hillier Comfort, 2016). Conclusion The macro-environment has a key influence on the hospitality industry of Australia. The influence of each of the factors affects this industry positively or adversely. The demographics have a major influence on the industry, in order to ensure that the industry is able to carter to the needs of the tourists of various demographics. 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