BSBMKG435_Weerawat Phatchana_TASK2

TASK 2

Section 1: Evaluate drivers of consumer behaviour Section 2: Evaluating the reasons for existing levels of consumer interest Section 3: Recommend a marketing focus

domestic business travellers who are attracted by the unique business and conference event opportunities within the region. Tropica will be focussing their marketing efforts on this segment in hopes of attracting these high value domestic travellers to their hotels as part of their strategy to recover from the effects of the pandemic. Tropica Queensland defines domestic business travel as business, and attendance at convention/conference/seminar/trade fair/exhibition, training and research (employed only) and work as driver or transport crew. They market their conference packages to corporates from Interstate and Intrastate. Tropica has also identified visitors from China travelling for leisure as a target market for 2022 in the hopes that international travel will increase within the next year. The market Describe the market for the product/service and outline the market segments. Outline two different consumer types that you will analyse behaviour for. Product offering (business travellers to Queensland from Interstate and Intrastate)  Proximity to Great Barrier Reef and Daintree (Hero Experiences TTNQ)  Five-star rating  Free internet access  Conference facilities  Fast check-in and check-out  Concierge service  In-house wine cellar and sommelier  located a short distance from the Cairns Convention Centre Product offering (travellers to Queensland from China)  Proximity to Great Barrier Reef and Daintree

(Hero Experiences TTNQ)  Five-star rating  Free internet access  Front desk staff speaks Mandarin  All staff have undergone cultural awareness training (understand and embrace cultural differences, understand and consider cultural taboos)  Fast check-in and check-out  All signage and forms in Mandarin and English  Tourism information, group tour booking support on-site  Concierge service The two type of visitor: A business visitor is someone who comes  for international business activities  without directly entering the labour market Examples of this include someone who comes :  to meet people from companies doing business with their country  to observe site visits  because a company invited them for training in: o product use o sales o other business transaction functions Chinese visitors have certain expectations when travelling. Read about how you can cater your product or service to meet these needs. Accommodation

BSBMKG546 Develop social media engagement plans | 13 Market profile Complete this section using relevant business documentation (the marketing plan, market profile, etc.) and existing data. Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here): The market size  Business travellers spent an average of $471 on accommodation –or $151 per night.  Those travelling by air spent $619 per trip on flights.  Spending on food and drink was $54 per day.  An average of $48 per day was on other shopping Over 1,430,000 Chinese tourists visited Australia in 2019 (12 months from July 2018 to June 2019). The number of visitors from China increased fourfold since 2009 when the total was 355,200 for the year. 1 Chinese Tourists spent a total of $ 8.4 billion during trips to Australia for the year ending June 2020  Spending was down 29.4% when compared with the $11.9 billion of the previous year  Due to a larger spend on education, Chinese visitors have historically been the highest spenders during visits to Australia

BSBMKG546 Develop social media engagement plans | 14 Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here): The marketing objectives Identify at least two marketing objectives according to the marketing plan.  Grow Tropica’s share of the domestic business traveller segment through hosting business events  Convert current interest to bookings  Increase average spend on food and drink at the hotel by expanding menu  Promote on-site team-building experiences. For example, bungy jumping, canyoning, white water rafting, and skydiving  Convert travel intentions to bookings  Increase average the length of stay of visitors  Create awareness of experience to be had in the region.  Drive on-site shopping  Drive average spend per day on food and beverage at the hotel  leverage the strong digital and social network channels in China to reach the young and trendy tailor product to attract and retain Chinese customers Consumer attributes Identify at least five consumer attributes using the market profile and existing customer data. Product offering (business travellers to Queensland from Interstate and Intrastate)  Proximity to Great Barrier Reef and Daintree (Hero Experiences TTNQ)  Five-star rating Product offering (travellers to Queensland from China)  Proximity to Great Barrier Reef and Daintree (Hero Experiences TTNQ)  Five-star rating  Free internet access

BSBMKG546 Develop social media engagement plans | 16 Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here):  Gymnasium  In-house audio-visual company  Full buffet breakfast and a complimentary full day conference package  Executive lounge  Robes with slippers  Menus in Mandarin, Chinese options on room service and restaurant menus (for example, noodles, rice), breakfast items such as congee and dim sum, mini bar items such as instant noodles or rice  Chinese power adaptors in each room  Chinese TV channels and newspapers available  We accept China UnionPay Comparing product/service features Describe the method you used to compare product features stated in the Undertake research Just like a Competitor Analysis, Product Comparisons require research. We tend to use available material such as marketing collateral and the web as the basis of your research. . Using the product will give you the ability to test the product features and determine if the features are useful, a hinderance or just nice Undertake research Just like a Competitor Analysis, Product Comparisons require research. Use available material such as marketing collateral and the web as the basis of your research. However, if possible you may want to purchase or subscribe to products that you are comparing. This will give you an

BSBMKG546 Develop social media engagement plans | 17 Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here): marketing plan to the actual product offering. Attach evidence of the method you used to the end of this Section. to haves. opportunity to complete the subscription or purchase process and experience the product as a customer. Using the product will give you the ability to test the product features and determine if the features are useful, a hinderance or just nice to haves. Implicit and explicit procedures Policies and procedures List the implicit and explicit policies and procedures you worked according to. Collection of information Anonymity Use and disclosure of personal information Marketing material Personal inormation storage and security Digital security Internet security Social media policy Collection of information Anonymity Use and disclosure of personal information Marketing material Personal inormation storage and security Digital security Internet security Social media policy Legislation and ethics List the key legislation, ethics, regulations you  Adhere to Privacy Act. o Must not use personal images, information for marketing purposes  Adhere to Privacy Act. o Must not use personal images, information for marketing purposes

BSBMKG546 Develop social media engagement plans | 19 Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here): o attempt to restrict competition by:  inducing a competitor or customer to breach a contract with a third party  obtaining unauthorised access to classified or proprietary information or documents  securing an unfair competitive advantage. Complete this section after analysing your time-series data. Consumer needs Since Chinese tourists often have limited Provide a brief I tend to have an interview with the access to the Website, we prefer to use socal description of the businessman regarding the product and the media in Chinese, as they want to: tools and methods ervice he desired, as i have interviewed him, i They want new and different experiences involved in analysing found that they desires a Wireless high-speed from which they can inform others. Currently the data. Internet access (and, ideally, free): business they visit similar destinations in Queensland travelers have to stay connected while to Sightseers, but more likely they will traveling, so fast, easily accessible Internet

BSBMKG546 Develop social media engagement plans | 20 Attach your report and to the end of this Section. access is vital.And a policy of loyalty: Travelers travel often; it's an intelligent way to encourage these travelers to return to your property by providing a loyalty program. Working in the room to do work and to make that simple in the room is important.Located: it is vital for the business traveler who is looking for convenience to be close to the area they are working or meeting. experience the destination. Attac h: Link to business website About page or corporate brochure that summarises what the business does OR Simulation Pack if using case study ☐ Evidence of comparison of product features (a video recording, link to an online ☐ survey, screenshots of a poll). ☐ Report containing graphs depicting a trend

BSBMKG546 Develop social media engagement plans | 22 Section 2: Evaluating the reasons for existing levels of consumer interest Consumer journey Describe the consumer’s digital footprints, engagement journeys and expectations hotels have a positive understanding of the prevalence of mobile technology and the technologies being built and operate with technical needs. 76 percent booked their rooms online. Smartphones or tablets were also reviewed for impressive 60 percent of those requested. Some businesses are also trying to simplify these processes and make use of this trend, such as hotels of Choice, which simplify the booking process in order to eliminate the need for card information or addresses. This does not mean hoteliers should be looking too far into the future for a complete modernisation of the systems and facilities. Chinese tourists prefer hotels based on venue, cleanliness, protection and cost- effectiveness. Functional, quality, family- friendly rooms with full amenities and quick service are provided. Hotels need to have at their disposal. Chinese tourists also sample local foods in Western Australia, such as seafood (including fresh oysters), kangaroo meat, vegetables, fruit and other traditional food. Most Chinese tourists are interested in Australia's history and culture, including our Aboriginal heritage. They want to know our lifestyle, training, facilities, cultural festivals and nightlife.

BSBMKG546 Develop social media engagement plans | 23 Organisational Capability Assessment Template Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here): The staff and their knowledge, skills and experience You can also guarantee that you know how to handle the guest, if a person has a name with a specific pronunciation, by alerting a member of your office that his or husband is on site. If you are told by your colleague that they are bound to call or are stuck in a meeting and that they might take a long time to welcome your visitor, offer your guest every possible refreshment. Simple acts of hospitality, such as a glass of water or a cup of tea, may be a sweet gesture to alleviate the discomfort of waiting visitors. • Written Mandarin information supplies: Finifrock, a fluent manufacturer in Mandarin, promotes the use of Chinese signage with Chinese waiver forms and instructions. He uses a lamal sheet of a single page in Chinese which outlines each activity's elements in Chinese. • Have maps and visual materials: everybody appreciates an idea of where and what to do. Visuals can help to encourage understanding when you don't share a common language. The business processes and practices The personalization of reservation guidelines increases the guest experience, safeguards potential reservations and generates loyalty. Automate proposed activities or restaurants If adventure tour operators and their customers do not speak the same language, there may be a number of problems, from slight communication to enormous safety

BSBMKG546 Develop social media engagement plans | 25 Section 3: Recommend a marketing focus Complete this section after conducting research. Research Provide a description of the influences on consumer behaviour that can be used to in marketing strategies so that consumption of the product or service being marketed is increased. Describe the role of the consumer in the digital marketing environment List your information sources According to the influential economist, marketing is instrumental in helping businesses achieve this purpose and is much more than just advertising and selling products and collecting money. Marketing generates value by creating the connections between people and products, customers and companies.Before you can create anything of value, first you must identify a want or need that you can address, as well as the prospective customers who possess this want or need. Consumer behaviour is not static. It undergoes a change over a period of time depending on the nature of products. For example, kids prefer colourful and fancy footwear, but as they grow up as teenagers and young adults, they prefer trendy footwear, and as middle-aged and senior citizens they prefer more sober footwear. The change in buying behaviour may take place due to several other factors such as increase in income level, education level and marketing factors. All consumers do not behave in the same manner. Different consumers behave differently. The differences in consumer behaviour are due to individual factors such as the nature of the consumers, lifestyle and culture. For example, some consumers are technoholics. They go on a shopping and spend beyond their means. They borrow money from friends, relatives, banks, and at times even adopt unethical means to spend on shopping of advance technologies. But there are other consumers who, despite having surplus money, do not go even for the regularpurchases and avoid use and purchase of advance technologies. The consumer behaviour varies across states, regions and

BSBMKG546 Develop social media engagement plans | 26 Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here): Recommendations Describe the marketing focus you are recommending. There are still ways to draw leisure travelers, especially when you focus in your hotel marketing campaigns on families, couples and friends. You must also ensure that you use distribution and contact networks to reach these visitors. Many travelers need to be persuaded of the value of their visit and hotel tours of virtual reality are the best means of experiencing a hotel or restaurant during the decision- making process. This allows prospective customers to experience the leisure, wedding or event from far away. Complete this section after your presentation. Recommendations Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here): Present the plan We tend to enhance our amenities and When visiting the Hotel Manager and the countries. For example, the behaviour of the urban consumers is different from that of the rural consumers. A good number of rural consumers are conservative in their buying behaviours.