STRATEGIC MANAGEMENT IN TOURISM

Strategic Management in Tourism

Strategic Management in Tourism

The tourism marketing strategy has been prepared with realistic, achievable goals and objectives that will maximize the opportunities provided to tourism operators within the Coorong District Council area. It is constructed in a manner that provides linkages with the marketing strategies of major industry stakeholders such as the South Australian Tourism Commission (SATC), Regional Tourism Marketing bodies and the National Parks and Wildlife Service.

A tourism audit was undertaken as part of the study to identify the key assets within the Coorong District Council Area. This incorporated accommodation, transport and tour operators as well as attractions and natural assets in the region. This examination found that there were gaps in the provision of products and services within the region particularly in the area of accommodation and visitor services.

A market analysis identified key markets on a geographic basis as the Adelaide and South Australian markets, the interstate markets of south western Victoria, Melbourne and Sydney, and the European, UK and South East Asian markets internationally. Consideration was also given to visitor behavioural and value segmentation as well as experiences provided in the identification and development of tourism markets.

A number of recommendations were formulated including the formation of a 'Coorong Operators Group', a focus on destination specific marketing and providing opportunities for operators to participate in clear and concise marketing activities based on precise identification of their target markets.

Tourism Audit

One of the comparative strengths or weaknesses in any area is the products, services and amenities available to the tourism visitor. It is therefore necessary to consider what range of products and services are currently available to visitors within the Coorong District Council area (CDCA) so that gaps can be identified and strategies developed to fill these gaps.

The tourism audit process has been undertaken using a combination of sources including desktop searches of tourism literature as well as on site audits and one-to-one interviews.

Accommodation Profile

There is a wide range of accommodation available in the CDCA including hotels, motels, self-catering, caravan parks and camping grounds. Most of the accommodation is found within the major towns of the region such as Meningie, Coonalpyn, Tailem Bend and Tintinara. The standard is generally within the budget to moderate accommodation range.

A large number of caravan and camping sites are available throughout the CDCA in diverse locations with the greatest concentration spread on a controlled basis throughout the Coorong National Park. Most of the caravan and camping parks are distributed around key assets or arterial roadways within the CDCA. There are very few bed and breakfasts within the CDCA and these are primarily concentrated along the Dukes Highway. Hotel accommodation is also primarily along the same arterial roadway.

The number of rooms and caravan/camping sites is comparably lower than other regions particularly considering the geographic size of the CDCA. Neighbouring council areas within the Limestone Coast and Fleurieu tourism regions have a greater variation and number of accommodation types and ...