Structured essay on a comprehensive Marketing Plan to Promote YHA

Structured on a omnibus(prenominal) Marketing Plan to Promote YHA Australia using UKs Back Packers as market target - Essay instanceCheaper flights and favourable exchange rates have encouraged the tremendous growth of this market with more than four hundred 000 backpackers expected to visit Australia in 2002. (Macbeth and Westerhausen, 2003) Backpackers hold special potential for regional Australia. Already, backpackers make up more than half of all international visitors and visitor nights in some parts of regional Australia. Their tendency to mold farther afield than other types of tourists is reflected in the fact that backpackers visited an average 10.6 regions in Australia during 1995-96, comp ard with 2.7 regions for all visitors. However although backpackers atomic number 18 visiting up to four times more of Australia than other types of tourists, large sections of regional Australia continue to be bypassed altogetherThe marketing strategy for backpacker tourism is compo sed of four strategies promote quality tourism establish upon maximizing income from tourism through a value-volume strategy (i.e. relatively lower growth in arrivals, however targeting higher-spending visitors) reducing seasonality repositioning Australias image as a destination, with greater emphasis on experiences linked to the islands environs and cultural heritage, marketing Australias diverse population as a a mosaic of nature and culture, a whole, charming world concentrated in a small, warm and hospitable island in the Mediterranean at the junction of three continents, between West and East, that offers a multidimensional, high quality tourist experience. Tourism Australia has been active in this segment for a number of days, and is building on past experience to continue to develop it. place in this segment now will provide substantial returns in the future as the backpackers of at present are likely to become the returning high-yield target markets of tomorrow. Backp ackers area unique tourism segment. Their characteristics are as follows there is an evident and strong social interaction among backpackers, the existence of backpacker enclaves, the relatively prolonged duration of most backpacker journeys compared to the conventional tourist trips), and the inviting traits of a classic anthropological subject, rites of passage. Parallel with the growth and enlargement of the phenomenon itself, research into backpacker tourism has grown dramatically too, and a noteworthy share of that research has been conducted by means of ethnography, while a large share of the remainder display much influence from ethnographical methodology. The author has been part and parcel of this development as he, since 1990, in total has conducted more than two years of ethnographic fieldwork among backpackers and has published several papers on the ethnography of backpackersINTRODUCTION Travel and tourism is the largest industry in the world, accounting for 11.7 per cent of world GDP, 8 per cent of world export earnings, and 8 per cent of employment. This mobility affects near everywhere, with the World Tourism Organization publishing tourism statistics for over 180 countries (WTO 2002). Almost no countries are not significant senders and receivers of visitors. Internationally there are over 700 million legal passenger arrivals for each one year (compared with 25 million in 1950) with a predicted 1 billion by