Brand Equity in Tourism Destination †Free Samples to Students

Question: Discuss about the Brand Equity in Tourism Destination. Answer: Introduction Melbourne is one of the major attractions among the tourist visiting Australia. Melbourne has a huge number and variety of places of tourist interest that is able to cater to the choice of people of every age and interest. Among the various national art galleries, zoos, museums and theme parks, Luna park is at the top of the list. The Luna park is a historic amusement park that is located at the foreshore of Port Phillip Bay. The park was opened back in 1912. This park is considered to be the ultimate family destination in Melbourne. This assignment highlights a marketing campaign plan of Luna Park, along with highlighting the background, environmental factors, business conditions, target market, event objectives, key message for the event, execution, measurement and evaluation of the campaign plan. The Luna Park is one of the major attractions of Melbourne. Located beside the St. Kilda beach, the park offers a galaxy of amusement and entertainment to people of all ages, with special interest for the children and youths. The park attracts thousands of visitors everyday and the park remains over crowded on public and national holidays. The park has various theme based rides that attracts the huge number of customers. This park has been operational since 1912. However, with modernization and advancements in technology, the rides in the park have also been modernized to match the demand of the visitors (Gardiner, Grace King, 2014). Various themed rides have been introduced, such that the visitors are able to identify the rides with various popular fictitious characters and movies or stories. Environmental factors The environmental factors have a key role to play in the tourism industry of Melbourne. The environmental factors include the maintenance of the sustainability factors such that the theme park is able to operate without disrupting the environmental balance (Amelung Nicholls, 2014). The decrease in the use of the conventional energy, along with the use of the solar energy for the rides in the Luna Park, could be effective in maintaining environmental sustainability. Moreover, since the rides in the Luna Park are open air, hence turbulent and adverse environment might cease the effective smooth operation of the rides in the park. Moreover, adverse climatic conditions might make the rides in the Luna Park, accident-prone. Thus, the environmental factors have a significant effect on the overall tourism of Melbourne and on the Luna Park. The business conditions of Luna Park Melbourne includes the strength and opportunities that results in enhancement of the business. The strength of Luna Park is the high level of entertainment that it provides to its visitors. Morover, the park is a family nntertainment place and people of all ages come here to enjoy the various rides. Since the Luna Park Melbourne is one of the kinds, hence competitions among the various theme parks are less, giving the park opportunity to attract more number of visitors. Moreover with the technological advancement, the park has updated its rides thus, being technically updated. This also attract more visitors as they are able to experience something which is rare in Melbourne The target market highlights the customers who are targeted by the business. In case of the Luna Park, the target market includes people of all ages. However the youth and the children enjoy themselves the most in the Luna Park. This is a place of family entertainment and hence the target market includes the family of the people living in Australia as well as thousands of visitors who visit Melbourne every year (Ruhanen, Whitford McLennan, 2015). However, the park chooses the children and the young people at the target customers who are accompanied by their parents or family. The target audience for this event are the people who regularly visitthe park as well as the people who visit other similar theme parks. The objectives of this even are as follows: To promote the Luna Park To ensure that more visitors visit the park To enhance the business of the Luna Park The above mentioned objectives are SMART. S-specific- The objectives a specific because with the promotion of the event of Luna Park are likely attracted more visitors to the Luna Park M- Measurable- The objectives are measurable since with the increase in the number of visitors for enhancement in the business of Luna Park could be measured (Reisinger Turner, 2015). A- Attainable- The objectives are attainable. This is because with the success in the promotional event the enhancement in the business of Luna Park could be attained. R- Realistic- The objectives are realistic, it is not impossible to achieve. The objectives that are set by the event will result in the enhancement in the business of Luna Park if more visitors visit the park. T- Time based- The objectives time based since within a specific time the objectives could be achieved. Key message for the event The key message for the event should be live life to the fullest here. This message could be the unique selling proposition USP for the event. This is because the Luna Park one of the most entertaining and tourist attractive places of Melbourne (Perez, Duncan Bossomaier, 2014). People coming to this park can enjoy the day to the fullest, irrespective of the age and the interest they have. Thus, the key message for the promotional event of Luna Park could appropriately be live life to the fullest here. The communication channel includes the promotion of the event through various promotional media. Print media as well as broadcast media could be used communication channel. Social networking sites is a good media of promotion since most of the customers are active in the social media and social media and the social networking sites can also be used as communication channels (Reino Hay, 2016). Leaflets could be distributed in the places that are mostly visited by the people such as the market places. Word of mouth is also an essential communication channel for the promotion of the event of Luna Park. The potential customers could also be communicated using email or shorthand messaging services. The message sources have to be reliable. The message source of the promotional event should be the people conducting the promotional event. News of the promotional event could also be printed in the reliable newspapers and magazines to make it authentic and attract more visitors It is important that a suitable budget is allocated for conduction of the promotional event of Luna Park. A budget of 1000 dollar would be appropriate for the conduction of the promotional event. The budget allocation should be done considering the activities that need to be carried out as a part of the execution of the promotional event. The timing of the promotion has to be a favourable one (Hall, 2014). A day of national holidays should be chosen for the promotional events such that all schools and offices remain closed and the potential visitors could be present at the promotional event does making it a success. Planning is an essential part of the execution. Each member of the execution team has to carry out the allocated duty successfully so that the promotional event is successful in achieving its objectives. Measurement and evaluation Once the marketing campaign of the Luna Park is completed successfully, it is essential that the effectiveness of the event is measured and evaluated. Since the event was a marketing campaign of Luna Park , hence the measurement of the success lies in the increase in the number of visitors visiting the park every day (Gartner, 2014). If the number of visitors visiting the park witnessed to be increased remarkably then it could be concluded that the promotional event is a grand success. However, if the number of visitors does not increased and enhancement in the business of Luna Park is not seen, then the promotional event of Luna Park cannot be considered as a grand success. If thepromotional event results to be a major success then, strategies are to be adopted such that the success could be retained. However if the promotion event is not a success then a revised marketing campaign of Luna Park has to be planned. Conclusion Tourism is one of the major industries of any country. Melbourne is one of the major tourist attractions of Australia. Among the various places of tourist interest, the Luna Park of Melbourne is one of the mostly visited tourist places. It is important that the business of the Luna Park be enhanced. The success of the promotional event will result in the increase in the number of tourists visiting the park. With the increase revenue of the park it can upgrade its technology and introduce new ride to attract even more number of tourist as well as enhance the economy of the country. References Amelung, B., Nicholls, S. (2014). Implications of climate change for tourism in Australia.Tourism Management,41, 228-244. Gardiner, S., Grace, D., King, C. (2014). The generation effect: The future of domestic tourism in Australia.Journal of Travel Research,53(6), 705-720. Gartner, W. C. (2014). Brand equity in a tourism destination.Place Branding and Public Diplomacy,10(2), 108-116. Hall, C. M. (2014).Tourism and social marketing. Routledge. Perez-Mujica, L., Duncan, R., Bossomaier, T. (2014). Using agent-based models to design social marketing campaign.Australasian Marketing Journal (AMJ),22(1), 36-44. Reino, D., Hay, B. (2016). The use of YouTube as a tourism marketing tool. Reisinger, Y., Turner, L. (2015). Cultural Marketing for Asian Tourism into Australia. InProceedings of the 1998 Multicultural Marketing Conference(pp. 535-535). Springer, Cham. Ruhanen, L., Whitford, M., McLennan, C. L. (2015). Indigenous tourism in Australia: Time for a reality check.Tourism Management,48, 73-83.