IMC Study for Gold Coast City Tourism in Australia

by findsteps

Executive Summary

An significant feature of marketing is integrated marketing contact, since it improves the popularity and profits of a specific commodity. This strengthens the commodity that a company produces, thereby changing the actions of the customer. This research relates IMC techniques to the tourism industry in Australia’s Gold Coast Region. The city is one of the country’s main tourism attractions. However, few domestic visitors have taken advantage of the city as a tourist destination, and visibility needs to be increased. This IMC report evaluated the city and established that it has many tourist attractions that could be exploited by the locals. Applying the IMC mix strategies to the tourism industry in the Gold Coast City reveals that the IMC director could increase awareness of the industry to the public through advertising using print the media, broadcast media and the internet. Moreover, a public relations personnel and direct marketing representatives could market tourist attraction in gold cost city to the entire Australian public. Through these strategies, domestic tourism can grow.

Table of Contents

  • 1.0 Introduction
  • 2.0 The Australian Tourism Industry
    • 2.2 Market and Consumer Behavior
    • 2.3 Competitor Analysis
    • 2.4 Product Analysis
    • 2.5 Target Market
  • 3.0 Objectives
    • 3.1 Marketing Objectives
      • 3.1.1 The Decision-Making Process
    • 3.2 IMC Strategies
    • 3.3 Creative Strategies for Communication in Gold Coast City
    • 3.4 Media Strategies
  • 4.0 Conclusion
  • 5.0 References

1.0 Introduction

The tourism industry is one of the world’s largest and fastest-growing industries. The industry is growing fast courtesy of globalization and advanced technology among other factors. The Australian tourism is therefore party of the world’s larger tourism industry that is rapidly growing. The industry contributes a large portion to the Australian economy. For instance, the inbound tourism industry that involves traveling and staying in places outside their usual environment plays a vital role in the Australian economy. The industry contributes to the Australian economy through various ways such as provision of employment and tourism revenues among other ways.

IMC Study for Gold Coast City Tourism in Australia

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