The paper "Gold Coast as a Destination for Short-Break Holidays in Brisbane Market" is a great example of a marketing case study. Gold Coast is considered as one of the Australian premiere tourist destinations which attract more than 10 million days trip and overnight visitors annually. Gold Coast Tourism is an official organisation of regional tourism (RTO) is in charge of marketing of this destination. Gold Coast has a wide range of natural attractions which range from beaches that are internationally celebrated to world heritage subtropical rain forests. It has an excellent tourism infrastructure as well as services and skilled operators in the tourism industry.
It has been attracting a wide variety of visitors due to its numerous assets in a combination of favourable subtropical climate, location as well as quality lifestyle. It has a wide range of natural and built attractions. Natural attractions include 70 kilometres of beaches which have average water temperatures, five major systems of rivers and large broad water, tropical rain forest with numerous bush walks as well as a variety of wildlife, gold coast seaway which offers safe access to the ocean and more than 270 km navigable waterways, and rural hinterland with numerous natural wetlands.
They built tourist attractions include major shopping centres such as Australia fair and pacific fair among others as well as speciality shops, boutiques and markets, a variety of cafes and restaurants offering cuisine from all over the world, nightlife entertainment. Theme parks such as Dreamworld, Warner Bros and wildlife parks, world-class recreational and sporting facilities, and a wide range of accommodation from camping grounds to international hotels (Huybers, 2003). This report is prepared by RTO for the development of a new marketing strategy to position Gold Coast as a destination for short-break holidays in Brisbane market. 2.0 Target market The target is focused on the prioritisation of segments that will lead to optimum potential growth.
The main focus is building demand in short-break travel and achievement of better penetration of day trip markets. The most preferred short-break destination features include a wide range of attractions and activities, socialisation and seeking of relatives and friends, easy access, quality accommodation, and events and festivals. They are interested with an adequate variety of things which they can do and see during their short-break, a range which will be appealing to various tastes with the travel party.
Others seek for a good time with friends and relatives during their short-break visits (Pike, 2002). Based on motivation factors, most take a short-break holiday in order to get away from everything, others are motivated by the desire to change the scene. In addition, most also prefer doing something new as well as exciting during short-break holidays while others seek to change the weather. Based on such factors, most of the people in Australia who ask for a wide range of activities and attractions are usually associated strongly with middle-aged adults which usually have demanding teenagers.
In terms of events and festivals, the young group is the most interests. Hence, the primary target market includes young couples without children, young parents with children, and middle-life families (Wang, William, & McGuire, 2005).
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