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Queensland Tourism

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Submitted By tiago
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Executive summary
Tourism can be the main industry of Sunshine state Queensland. There are many famous tourist destinations in Queensland such as Brisbane and Gold Coast. According to the official statistics, there are 197,000 Chinese visitors travelled in Queensland until March 2011, which increased nearly 29% in the last 12 months period. Moreover, the number of Chinese visitors was a continuing grow trend from 2001 to 2010.
It can be said that Chinese visitor has become a needful group for the Queensland tourism, thus, the new target market is the international visitors who come from China. SWOT analysis of Queensland Tourism Company presents that some internal facts such as the environment, tourist experiences can be the Strengths. Moreover, Weaknesses can be that the brand image and awareness is weak for these potential Chinese customers. The high rate of exchange has already become the Threat not only for the Queensland tourism but also Australia tourism.
The first marketing strategy is that using the social media tool as a platform to communicate with the potential customers in China, the brand awareness and image of Queensland Tourism Company could be improved, it should be mentioned that this social media platform also used to do the promotional activities. Packaging strategy can be the second marketing strategy for the target market, in China, Sina Weibo got the huge population of registered users. The packaging strategy means that the registered users can use the account number directive login our company’s ecommerce website and to the transaction activities such as hotel booking. The third marketing strategy is the group buying, it might be a good way to deal with the question of high exchange rate, the consumer can pay the lowest price to buy a product or service through by this activity.

About Queensland Tourism
Queensland is a state of Australia that locates the north-eastern section of the mainland continent. The nickname of Queensland is the Sunshine State. Tourism is Queensland’s the main industry, which the industry generated approximately $9.2 billion annually, it accounted for about 4.7% of Queensland GDP (Tourism Queensland 2011).
The famous tourist destinations of Queensland including, Brisbane, Gold Coast, Port Douglas and the Daintree Rainforest, the Great Barrier Reef, Hevey Bay and Fraser Island. Moreover, the North Queensland including Magnetic Island and Townsville, North Stradbroke Island and South Stradbroke Island, the highlights of Airlie Beach are the Sunshine Coast and the Whitsundays (Queensland Holidays 2011). For the number of visitors, according to the official statistics, there were 18,968,000 people travelled in Queensland in 2010. It should be mentioned that, the Chinese visitors accounted for 10% of the total number, which were 188,000 in 2010 (Queensland government 2011).

Market trend and target market
Observing the change of the market can be an essential task for a tourism company.
This bar chart shows the Annual change in visitors by source market to Queensland at the ended March 2011, the visitor number of Japan and NZ did not make any change that compare with previous year’s visitor number. Moreover, USA and UK has decreased, it should be mentioned that change of UK is incredible which decreased 13% approximately. However, the number of China can be lightspot for this bar chart, according to the statistics, there are 197,000 Chinese visitors travelled in Queensland until March 2011, which increased nearly 29% in the last 12 months period.

Another statistics (line graph) shows that the number of Chinese visitors to Queensland from 2002 to 2010, the number was a continuing grow trend in this period. It should be mentioned that, the total expenditure of Chinese visitor was AU$ 388 million in Queensland from March 2010 to March 2011, and this number will be continuing increase in the future (Sohu travel 2011).
Due to above discussed, The Chinese visitors have become the needful group for the Queensland tourism, and this trend will be continue to increase. Thus, Chinese visitor can be the target market for the company.
SWOT ANALYSIS of Queensland Tourism Company
SWOT analysis is a strategy planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats.
According to below SWOT analysis chart, the strengths of the Queensland tourism company can be some internal factors such as the environment, tourist experiences and so on. For the weaknesses, the target market are the visitors who come from China for Queensland tourism company, however, for almost Chinese visitor, because they might never know and see this tourism agent before although you might quite famous in Queensland and Australia before. Moreover, we might be quite new if we try to connect the target market in the Chinese market. Some external causes might also make the opportunities to the Queensland tourism, for example, earthquakes of Japan, NZ and South America. More and more visitors might to choose Australia for the journey. This increase trend can be estimated. However, high rate of exchange can be the big threat for the tourism industry, take Chinese potential customer for an example, , The exchange rate was 1 AUD : 5.6 RMB in May 2010, however, this exchange rate increased to 1 AUD can exchange 7.1 RMB (Yahoo 2011). It can be believed that not one might to pay this extra money to go on a journey. In the following section, some marketing strategies will be implemented to develop the new target mark, and these strategies will connected with the social media platform and web 2.0 applications. Strengths:- Size and diversity of tourism products, attractions, accommodation and tourist experiences- High level of awareness and profile in international visitor markets- Clean environment which has urban, coastal and forest landscapes | Weaknesses:-The brand image and awareness of company is weak for the Chinese customers -the stronger competitors such as the tourism agent in China | Opportunities:-some external causes might irritate the Australian tourism market: earthquakes of Japan, NZ and South America. More and more visitors might to choose Australia for the journey. | Threats:-the “good” economic situation of Australia, high rate of exchange can be the big threat for the tourism industry. |

Marketing strategies
The application of social media 1: Communication strategy
Social Networking websites continue to grow on a huge scale, Facebook recently announcing that they have now reached over 400 million worldwide users and Twitter soon to be reaching the benchmark of 50 million tweets per day (Joe 2010). With the development of social media, the social media has become a useful tool that used widely to do the business promotion. In these companies, Starbucks can be one of the typical success examples, there are over 24 million people are the fans of Starbucks Facebook, some business activities such as the customer communication and product promotion can be done through by this social media platform.
For the selection of the platform, although the Facebook and Twitter can be the most popular social media tool around the world, it still might not be the main tool to apply in this marketing strategy. The reason is that the Chinese government prohibit all the activities about the Facebook and Twitter. Thus, these two social medial tools should be changed for target market. Sina Weibo can be good choice for the selection of the promotional platform. Sina Weibo is a Chinese microblogging site. Akin to a hybrid of Twitter and Facebook, it should be mentioned that it was launched by Sina Corporation in 2009, and now has more than 200 million registered users (Zhou 2011).
The applications of Sina Weibo for the Queensland tourism are that promotion and communication. For the promotion, the promotional information about the Queensland will be post to the Sina Weibo. Moreover, the descriptions of Queensland and the company will be post to the Sina Weibo either, the aim of this activity is to help some new Chinese fans to rediscover Queensland and the tourism company. Secondly, the aim of communication is to build up the relationship with the fans, because they might be the potential customers in the future. Moreover, this communication also can improve the brand image and awareness of Queensland Tourism Company. Thus, making the reaction is necessary for the company with the fans through by the Sina Weibo.
The application of social media 2: Packaging strategy
The “packaging strategy” can be seen that it is like the “Sina Weibo login”. It means the Sina Weibo registered users can directly login the tourism company website, the only activity for the users is that decide to change the password or not.
At the first, the company should create a new company website; it can be an ecommerce website. This website not only contains the description of the Queensland tourism but also the booking system, it means the user can do the booking activities such as booking the airline ticket or hotel through by the tourism company website. Secondly, as previous mentioned, the Chinese people are the target market of the company, and the Sina Weibo has already been a social media platform for the company promotion. Thus, in this step, the company should establish the cooperative relationships with Sina Corporation. After that, the registered users of Sina Weibo can directly use the Sina Weibo account to login the website of our company to do the booking activities.
Additionally, to implement this strategy, one step can be the most difficult which is establish an ecommerce website, due to the target market is the Chinese, the website should contain two languages which are English and Chinese. Moreover, to finish the booking activities, the website should contain the payment system; the user can be supported to pay by Visa, MasterCard and Unionpay. The Unionpay is the typical payment standard only in mainland China. It can be said that this Packaging strategy should be a good presentation of Web 2.0, and it contains not only the application of social media but also ecommerce.
Finally, it should be mentioned that, this strategy also can a data collection process. The customer information can be collected when the registered users of Sina Weibo use the account to login the tourism ecommerce website and to do transaction activities. Then, the tourism company can get the email addresses of these customers. Finally, these customers can be divided into many groups such as high consumption group or low consumption. Then, the Queensland tourism company can select and sent the promotional information to some valued customers.
The application of social media 3: Group buying strategy
Group buying, it also known as the collective buying, the seller will offers the products or service at the lowest prices on the condition that a minimum number of buyers would make the purchase (Katherine 2010). Due to the previous mentioned, in the last one year, the continuing rise of Australia exchange rate has already affected seriously the tourism market. To maximize reduce the impact of the currency appreciation; group buying can be a good way to solve this problem.
For the application of group buying strategy, the Queensland tourism company should post the group buy package (this package could contain the return airline ticket plus the hotel booking) to some group buying websites such as ‘groupon.com’. Actually, this international group buy company which already renamed ‘Gaopeng.com’ and provided the group buying service in China in 2011 (Gaopeng 2011). Moreover, these promotional group buy package information should also post to social media and provide the group buying website address.

Conclusion
In conclusion, although to develop a new target that could be a tough task for the company, it can be believed that the Queensland tourism company will get the satisfactory results in the future.
Reference
Gaopeng, 2011, about Gaopeng, retrieved 28 August 2011, http://www.gaopeng.com/about-us
Joe, 2010, Social Media Usage Statistics 2010, retrieved 28 August 2011, http://www.joesblogg.com/2010/03/social-media-usage-statistics-2010/
Katherine, B 2010, A Deal on a Haircut? That's What Friends Are For, retrieved 27 August 2011, http://online.wsj.com/article/SB10001424052748704896104575139692395314862.html
Queensland Holidays, 2011, Destinations, retrieved 28 August 2011, http://www.queenslandholidays.com.au/destinations/destinations_home.cfm
Queensland Government, 2011, International tourism (a): Visitors and visitor nights by number, Queensland, 1999–00 to 2009–10, retrieved 28 August 2011, http://www.oesr.qld.gov.au/products/tables/international-tourism-visitors-no/index.php
Sohu, 2011, “Chinese strategy of Queensland Travel Bureau”, retrieved 28 August 2011, http://travel.sohu.com/20110622/n311336541.shtml
Tourism Queensland, 2011, About Tourism Queensland, retrieved 28 August 2011, http://www.tq.com.au/about-tq/profile/profile_home.cfm
Zhou, WL 2011, there are more than 200 million registered users by Sina Weibo, retrieved 28 August 2011, http://news.xinhuanet.com/society/2011-05/12/c_121409614.htm

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