Sample the gold coast is considered a premier Australian Tourist destination Essay

Destination Overview: The Gold Coast, Australia

The Gold Coast is considered a premier Australian tourist destination that attracts over 10 million overnight and daytrip visitors every year. The city is endowed with natural attractions that range from its internationally celebrated beaches to World Heritage Listed subtropical rainforests. The City has excellent tourism services and infrastructure, and skilled industry operators. Since the early 1990’s the city has been attracting many visitors because of its numerous assets combined with its favorable location, sub-tropical climate and quality lifestyle (source: www.goldcoastcity.com.au).

Pull Factors

Definition

Nine Pull Factors

Relate Five Pull Factors to the Destination

Role of Five Pull Factors in Attracting Tourists

Domestic Competitive Environment (source: www.tq.com.au)

The chief competitive strengths of the Gold Coast as identified by Roy Morgan research (2004) are its:

1. Variety of theme parks

2. Luxury accommodation

3. Range of Restaurants and dining options

4. Accessibility

5. Nightlife

6. Variety of events and entertainment

7. Vibrancy

8. Beaches

9. Shopping

10. Variety of sightseeing opportunities

11. Ability to accommodate children

12. Tropical climate

Another competitive strength is that the Gold Coast is a well-established holiday destination, supported by a strong industry distribution network, making the product accessible. With regard to international competitors for domestic markets, the destination has the advantage of proximity and relative safety (source: www.tq.com.au).

International Compétitive Environnent (source: www.tq.com.au)

According to research, potential visitors from long-haul markets (US/UK/Europe) are primarily motivated for an overall Australian experience. These visitors are more likely to take in a number of Australian and Queensland destinations during their stay in the country. Conversely, potential visitors from short-haul markets (Asia/Japan/New Zealand) are more likely to prefer a specific Queensland destination. From an international market perspective, the Gold Coast has a wide range of competitors, depending on the particular source market. With regard to longer haul source markets, the Gold Coast is a key element of an Australian and Queensland holiday experience and competes along with Australia and Queensland. In shorter haul markets, the Gold Coast’s main competitors are more immediate and definable. For Japanese visitors, Hawaii and Guam are very real competitors. For Asians, other intra-Asian destinations offering beach holiday experience, such as Thailand and Indonesia are primary competitors. In the New Zealand market, the Gold Coast directly competes with a number of international destinations in addition to Australian competitor destinations offering a similar beach holiday experience.

Destination Positioning

The core positioning strategy for the Gold Coast is to differentiate the destination from key competitors by establishing a distinctive and attractive brand based on its attributes, experience and appeal in relation to the perceived needs and interests of target markets.

Main Attributes and Appeals of Gold Coast

1. Stunning beaches and waterways

2. Theme Parks

3. Shopping

4. Fantastic year round climate

5. Wide range of restaurants and dining options

6. Casino

7. Diverse Experiences

8. Hinterland

9. Exciting Nightlife

Destination Image/ Personality

1. Vibrant

2. Sophisticated

3. Confident

4. Chic

5. Luxurious

6. Entertaining

7. Engaging

Benefit of the Destination Experience

1. Entertainment/ Luxurious

2. Relaxing/ Refreshing

3. Rejuvenating/ Revitalizing

Competitive Differences

The Gold Coast truly has a uniquely sophisticated style-world class beaches, an abundance of quality activities and attractions, a range of theme parks, exciting nightlife, varied shopping experiences and a wide range of luxurious accommodation options. Behind the dunes, the Gold Coast hinterland offers quaint country towns and villages, wineries, art galleries and craft centers and World heritage pristine rainforest.

Tourists Attractions

The Gold coast is one of Australia’s major holiday destinations. It is famous for its beaches, surf, theme parks, shopping, nightlife and hinterland and has been attracting Australian families for many decades (source: www.tq.com.au).

Major Tourist Attraction: Man Made

Theme Parks

The Gold Coast is considered as the capital of Australia when it comes to theme parks. The theme park capital offers visitors of all ages and preferences a wide array of different worlds to choose from. The Gold Coast offers more attractions than any other destination in Australia. The Gold Coast has the fastest, the longest, the highest and the most exciting theme parks in Australia. Theme Parks or “Themed Worlds” are one of the biggest tourist attractions in the Gold Coast. A holiday on the Gold Coast is almost entirely composed by selecting itinerary of such worlds; worlds which attract consumers on the basis of their size or their ability to encompass a nostalgia or an ideal. Half of the Gold Coast’ visitors attend theme parks. Some of the Theme Parks in the Gold Coast are SeaWorld, Wet’n'wild Water Park, Warner Bros Movie World, Skirmish World (the outdoor war-game park ‘just near the war museum and boomerang farm’), Cable-Ski Water Park (Australia’s first mechanized water-skiing park), Frozen world, and Dream world (a multi-themed world of worlds modeled on the US Disney parks) (Holmes 2001, p. 182).

Dream world

Dreamwolrd boasts 13 themed worlds of rides, shows and attractions; they include: wild log rides down rapids; cruises along a man-made canal in a paddle-wheeler; bushranger shows; an ‘interactive’ tiger exhibit; as well as chairlift rides through ‘Koala Country’ and ‘Gold Rush Country’, following which one can view other worlds projected onto 180° screens (Holmes, 2001, p.182).

Dreamwolrd is also home to Tiger Island, Nick Central, The Australian Wildlife Experience, Wiggles World, Big Brother, Flow Rider and the Big 5 Thrill Rides – some of the tallest, fastest thrill rides in the world, Dreamwolrd is the ultimate place for family fun (source: www.themeparksgoldcoast.com.au).

Whitewater World

Whitewater World is a water theme park for all ages. Rides and Attractions include The Green Room, The Bro, The Rip, Cave of Waves, Wiggle Bay, and others.

Warner Bros. Movie World

Warner Bros. Movie World is the only movie related theme park in the Gold Coast. Visitors can experience Hollywood in a fun-filled, Gold Coast theme park family adventure. Warner Bros. Movie World has a wide selection of rides and attractions like Lethal Weapon, Looney Tunes Village, and Police Academy Stunt Show.

Sea World

Sea World offers a different experience for visitors by combining amazing theme park rides with shows and attractions. Sea World also aims to educate the visitors about marine life and promotes marine conservation through marine research and rescue. Marine World is among the favorite attractions in the Gold Coast. Among the popular rides and attractions are Corkscrew Roller coaster, Bermuda Triangle, Viking Revenge Flume Ride, The Pirate Ship, Shark Bay, Polar Bear Shores and Dugong Discovery.

Wet’s’ Wild Water World

Wet’n'wild is Australia’s premier water theme park. It is also the largest Australian water theme park. Rides and attractions include Tornado, Black hole, Whirlpool Hot Springs, Buccaneer Bay, Mammoth Falls, Speed Coasters, and others.

Attraction Attributes

According to Holmes (2001), Theme Parks in the Gold Coast share four prominent features with shopping malls and resorts in general:

1. Each of these attractions involves quite a large scale of productive capacity and development in order to establish worlds large enough to capture diversity and population. Usually they conform to the vertical, all-under-one-roof concept that is serviced by lifts and multi-story car parks or the linking of horizontal worlds by means of miniature trains or monorails, including the specification of internal precincts, which is a common feature of theme parks and super-malls on the Gold Coast (p.182).

2. The typical theme park metaphorically compresses physical environments in terms of different kinds of tourist experiences. More often than not, these tourist experiences do not address the local cultural or natural setting in which they operate (p.183).

3. The tourist environment enacts an inversion of cultural, historical and natural contexts. Sometimes this actually involves physically encasing prior forms of cultural and natural contexts in a comprehensive way. The most easily recognizable instance of this is the exteriorization of natures capes, which include everything from aviaries (Marina Mirage), to waterfalls, sacred trees (Australia Fair), indoor forests (Cairns Marina) and landscape gardens. But, more comprehensively, it entails remaking the relations of priority between different levels of built form (p.183).

4. The displacement achieved by such technological worlds often rests on appeals to function over aesthetics. These include the projected convenience of shopping in a concentrated space, or the diversity of experiences possible within the one theme park. So often, these experiences simulate an experience that is available in incommodities form. Consider the case of the now popular ‘wave pool’ that can be found in many water recreation parks around the world. On the Gold Coast there is a 3.1-million-litre pool at Wet’n'wild water park where it is possible to body surf on 1-metre high waves and pay high entrance fees for the privilege, instead of going to the adjacent 35-km-long surf beach. The displacement/privatization of civic spaces through the production of resort worlds is a trend likely to be multiplied in the tourist precincts of cities all over the world (P.184).

These destination attractions are able to attract many visitors local and foreign alike. One of the positive attributes of these attractions is their varied rides that attract different people from all age groups. The rides and attractions that they offer are exciting and innovative. Another attribute is being family friendly. In line with the Gold Coast’s initiative to be the top family holiday destination in Australia, these theme parks targets the whole family by offering rides and attractions that cater to each member’s whims and inclinations. Another attribute is education promotion. For example, Dreamwolrd offers an Education Program that caters to primary, secondary and tertiary students. This program promotes application of math, physics, geometry, biology, and tourism principles while the students are exploring and enjoying the park’s rides and attractions. In addition, in order to cater to the foreign nationalities, the park has an international program that will cater to other nationalities. Whitewater World on the other hand introduces a new, innovative and relevant education program for the students. The park’s education strategy includes a junior science and senior math programs that will excite and entertain students. In addition to the education program, Whitewater World also caters to leisure excursions, reward days and end of year break-up parties. Sea World also has a program that seeks to educate the students about marine life and environment. The education program at Marine World includes a marine mammal presentation and animal exhibits. The presentations are performed by the parks’ education staff and marine mammal trainers. Warner Bros. Movie World and Wet’n'wild Water World have an Education Activity Trail Program that encourages students and teachers to participate in the various rides and attractions. The activity trail seeks to promote enjoyment, stimulation and socialization among students while challenging them to solve problems though introspection and reflection.

Market Segmentation (source: www.tq.com.au)

Domestic Tourism

According to the report, the Gold Coast region’s top five domestic markets were Brisbane (29%), Sydney (19%), Queensland (15%), New South Wales (15%), and Melbourne (11%).

Source: www.tq.com.au

Popular Activities: Daytrip Visitors

Most daytrip visitors to the Gold Coast participated in social or other activities (84%), including shopping, visiting friends and relatives, dining out, and sightseeing. Also popular with day trippers to the region were outdoor or nature activities (e.g. going to the beach, visiting national or state parks), and sports or active activities.

Source: www.tq.com.au

While on the Gold Coast, domestic visitors enjoyed eating out at restaurants (62%), going to the beach (52%), going shopping (47%), and visiting friends and relatives (43%).

Motivations for visiting the Region

Major motivations for taking a holiday in the Gold Coast region were taking to spend time with their partner, family or friends (96%), to take a break from the everyday grind (86%) and to relax and rejuvenate (83%).

Key Associations

According to the report, the attractions that came to people’s mind when they thought of the Gold Coast region are 66% beaches, 55% theme parks, 21% shopping, 12% the water, and 9% restaurants.

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