Tourism Southern Australia is an online service provider for tourist experience in Australia’s tourism industry. It operates in Southern Australia, serving in the state’s capital city, Adelaide, where it is based, to provide excellent hospitality to tourists. Tourism S.A. covers 12 tourism regions in the south, determined to share the beauty of Australia with the world. Tourism S.A. reported a visitors’ economy of $6.2 billion in June 2022 and wants to expand by increasing its marketing to reach more audiences. It expects to reach a visitors’ economy of at least 12.8 billion by 2030. The marketing strategies proposed for Tourism S.A. include content, mobile, and social media marketing.
SWOT Analysis for Tourism Southern Australia
Content Marketing Recommendations
Content marketing is an essential element in strategic marketing. The concept refers to planning, creating, and sharing content regarding relevant articles, blogs, videos, audio, and social media posts, which are meant to be consumed online for a strategic advantage in marketing (Gümüş, 2017). Therefore, Tourism S.A. needs to incorporate content marketing in their marketing tools to gain increased visitors for increased revenues. Tourism S.A. should work to obtain essential and comprehensive information about their area of operation from local partners to increase their ability to design appealing and incredible stories (Aghazadeh, 2015).
Tourism S.A. should also capture the most extraordinary incidents to make it look like a place of wonders by giving an overview of the destinations and making appealing content to attract travellers. Technology should be used extensively to create virtual reality platforms in social media to give travellers virtual first-hand experiences and offer 360-degree content videos that allow people to control their perspectives based on what they want (Gümüş, 2017). The content that should be employed extensively is the planned content to influence travellers, but also include substantial topical stories to capture those tourists fascinated by new developments. They should also distribute their content on various platforms, such as paid content and on their websites, to diversify their content stories as much as possible.
Recommendations for Mobile Marketing
Tourism Southern Australia needs to consider increasing its marketing capabilities to reach more consumers by incorporating mobile marketing and reducing investments in traditional media. Mobile marketing is a strategy designed and directed at engaging the consumer directly through their mobile devices with the help of mobile applications and promotion services (Ström et al., 2014). Tourism S.A. should be composed to boost their digital presence by embracing mobile marketing, notably because the shift to technology has increased tremendously. They should increase mobile activities, targeting adult travellers 18 years and older and among the younger generations interested in touring Southern Australia.
Tourism S.A. should design a comprehensive mobile application that is sophisticated in terms of the information it offers and, at the same time, should be very simple for users to navigate and experience the best offers. The applications in mobile phones marketing various experiences should offer real-time information that is appealing to the audiences concerning the attractions in Southern Australia, events, and new exciting developments (Ström et al., 2014). Additionally, Tourism S. should ensure its applications and promotions are highly innovative, offering premium deals and offers to attract more travellers. Most essentially, Tourism S.A. develops ingenious mobile service development services such as push-up notifications, ads, and messaging texts to give users opportunities to respond and air their views (Stevens et al., 2013).
Recommendations for Social Media Marketing
Social media marketing is a recent development that has gained popularity in the Internet world, where people network with the world, whereby there is an intense interaction between brands, influencers, and decision-makers (Aghazadeh, 2015). Tourism Southern Australia should consider diversifying its services to reach more people by subscribing to more social media channels, with audience reach. Despite being a tool for mass media, social media offers a more personalized experience between the marketer and the decision-maker. Therefore, Tourism S.A. should endorse social media posts and ads to promote their services (Arsath, 2018).
The tourism and travel experience offered by Tourism S.A. can be revolutionized by massive marketing investments in social media platforms, such as getting multiple accounts on Twitter, Instagram, LinkedIn, and Facebook, among others (Stevens et al., 2013). By investing in these social media platforms, Tourism S.A. can have a remarkable brand revolution because there will be unlimited customer reach. According to research studies on social media’s impacts on internet users’ decisions, most decisions are made based on what is offered. Therefore, Tourism S.A. should capitalize on posting travel and Southern experiences multiple times (Arsath, 2018). Additionally, there should be innovative approaches to social media marketing in Tourism S., such as using it to measure the brand’s popularity and offering promotions for more reach.
Conclusion
Conclusively, Tourism S.A. demonstrates a firm establishment as one of the most essential tourism centres in the travel and tourism industry in Australia. Over the past few years, it has acquired widespread popularity with the exceptional hospitality guests in Adelaide offer. Nevertheless, it faces several challenges in its conduct of business, such as seasonal fluctuations and logistical issues. Therefore, it is necessary to carry out more marketing campaigns using new strategies to have a better chance of becoming Australia’s first destination of choice in the travel and tourism industry. Content marketing, mobile marketing, and social media marketing are among the best strategies to steer Tourism S.A. to more significant achievements.
References
Aghazadeh, H. (2015). Strategic marketing management: Achieving superior business performance through intelligent marketing strategy. Procedia-Social and Behavioral Sciences, 207, 125-134.
Arsath, M. A. (2018). Social Media Marketing: Advantages and Disadvantages. Shanlax International Journal of Management, 6(1), 152–158.
Gümüş, N. (2017). The effects of firms’ social media content marketing activities on consumers’ brand following behaviour. Academic Research International, 8(1), 1–8.
Stevens, R. E., Loudon, D. L., & Nykiel, R. A. (2013). Marketing your business: a guide to developing a strategic marketing plan. Routledge.
Ström, R., Vendel, M., & Bredican, J. (2014). Mobile marketing: A literature review on its value for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), 1001-1012.
write