MKT01760 Tourism Planning: Poor Technological Advancement

Task

Prepare a discussion paper proposing the preparation of a new tourism plan or policy to address an emerging tourism issue. For example, this issue might be an emerging crisis such as the global financial crisis or the Brexit; or an outbreak of a transmittable disease such as avian flu; or a long-term issue such as climate change, coral bleaching or even a planned deviation of a major highway to bypass a tourist town.

Identify a topic of your own interest, experience or knowledge.

Answer:

Introduction

The tourism industry of Australia is more potential for the economic growth because it has a centre of attraction for the tourist due to the natural beauties like Great Barrier Reef and several national parks (Travel daily news, 2017). In the present era, the poor technology advancement creates the downturn in the tourism industry and placed leg behind to other nation's tourism. Owing to this, the emergency issue and impact of low technology advancement has been discussed in this report by considering the tourism of Australia. On the basis of these discussions, the tourism plan is proposed to improve the technological aspect of the Australian tourism industry with the help of stakeholder of the industry.

Australian tourism faced issue from poor technological advancement 

In the present era technology plays an essential role in the development of business and industries (Tamasy, 2007). Similarly, the technological commitment enhances the probability of achievement of the business goal in the tourism sector (Van Gelderen et al. 2005). In this regard, technology is most crucial for creating the revolution of the tourism industry through enhancing the communication between the tour enterprises and travelers. However, the tourism business along with the technology helps in interacting with visitors which leads their satisfaction and public awareness of tourist destinations.

In this regard, Australian tourism faced potential challenges due to poor attention to technological aspect (Saurine, 2018). Further, Australia has leg behind in the technology advancement in comparison to other regions even; in the Australia 10% tour operators don’t have a website(White, 2018).In this context, online marketing and direct connection are not established with travellers through which tour operators face the issue in generating the higher amount of money. Moreover, it creates the problem of low consumer attraction because customers prefer to access services with appropriate technological advancement. However, tourism plays the important part in the growth of financial income of the country. In this context, the tourism is the main requirement of the Australian economy because its involvement is greatly high (Travel daily news, 2017). Moreover, tourism helps in increasing Australian GPD by 3.1% and gives employment to 531,500 peoples of Australia (Travel & Tourism economic impact 2018 Australia, 2018). Owing to this, technological advancement is imperative for the success of the tourism sector as it facilitates to attract tourist and make them feel comfortable.  Owing to this, the Australian tourism sector needs to focus on the efficiencies which increase technological advancement in the industry.

Owing to this, the tourism plan has been made to overcome technical issues and increase the productivity of Australian tourism sector. Further, this plan is helpful for gaining the advantages of digitalization which increase the tourism in the country. In this context, the following objectives are set to troubleshoot from these technological lacks.

• To increase the communication along with visitor by 20%.
• To increase foreign customer attraction by 10%.
• To enhance tourism industry participation in the economy by up to 12%.


To offering better services to tourist and get 15% more customer retention.
To improve competitive edge by using the latest technology.
To enhance the government intervention in the technological advancement of business

Background

In the present era, Australian tourism sector has several factors like unskilled employee, low internet quality and Australian government rule for cybersecurity which have the impact on the technology advancement in the business market. In the Australian, there is shortage of skilled employees due to their low focus on the training of unskilled employee (Australia Unlimited, 2018). Further, many Australian firms hires employees form the outsourcing which has low attention on investment in training for employee development (Johnston, 2017). It further has significant impact on the working capabilities of the employee. In the same manner, the Australian tourism industry faced the shortage of skilled employees (Economics, 2016). In this context, due to unskilled employee technology advancement is highly affected whereas the latest technology is the center of hart for the success of the tourism sector. Further, it negatively impacts the tourism sector because technical experts are highly recommended for enhancing the firm's productivity in the delivery of service. In this regard, technical training increases the employee competencies which positively influence their job performance (Elnaga and Imran, 2013). Therefore, the technical skill of workers tends to affect the productivity of tourism organizations and prevents them from facing the technology related problem.

Moreover, in the education system of Australia, the student and teacher ratio is imbalanced (Johnston, 2017). Due to this, they are unable to provide imperative education to their student which leads the future working capabilities of the student. However, the education system influenced the basic of learning capabilities in employees wherein technical learning also affected. At the same, the low-quality technical education interrupts in the flow of high job performance of the employee through which organizational performance is affected in the tourism market (Cimera, 2009). Therefore, the hospitality firms are also influenced by the education level of employees and unable to offer high quality of services for the travelers.

Information technology is important for the technical advancement. It improves the communication between the several parties in business (Bloom et al. 2014). In this context, in Australia the speed of internet is slow and it has below in the rank of internet speed (Johnston, 2017). Owing to this, their communication technologies get affected and create the barrier in the technological advancement. Further, the organizational infrastructure is imperative for any organization for the adaptation of the latest technology in business operation. In the same manner, the low quality of internet has the negative impact on the tourism sector because all most every organization used the internet in their regular operation (Hacon, 2016). Therefore, the technology supportive infrastructure is highly recommended for the gaining the latest technological advantages and improving the service quality in the tourism sector.

The cybersecurity is key aspect of the business which is related to the security of customer’s private and sensible data. It influenced the customer perspective in the direction of the firm. In the present era, all most every traveler uses online method of payment for hotel and restaurant bills. Due to this, the security of their confidential data has been imperative. This is because; if the data gets leaked to the third party then they can misuse these data and encourage unsocial activities like terrorism, banking fraud and unauthorized money access. It also creates the major problem for the organizations and decreases their market reputation and act as the main cause for the emergence of the barrier in financial output. Further, it creates a harmful condition for the travelers and destroyed their wonderful travelling experience. In the same manner, Australian cybersecurity is lagging behind in comparison to other countries due to poor government strategies in cybersecurity (The conversation, 2017). Owing to this, the tourism industry of Australia has affected from the low level of data security and it prevents the travelers to choose a particular travelling destination where this type of incident happened.

Rationale

Tourism with technology is broad perspective which encourages the tourism activity in any region (Neuhofer, et al, 2014). In this regard, the following issues are addressed in the Australian tourism sector due to low advance in the technology and need to improve.

Low tourist satisfaction

Due to low advancement in technology, the tourism industry of Australia is unable to satisfy their customer ineffectual manner. For example, they waste the valuable customer time in manual booking this generated barrier in customer satisfaction (White, 2018). However, they spend their valuable time on unnecessary paperwork. In this regard, the technology influences the visitor satisfaction by affecting the relationship with the consumer (Jan and Abdullah, 2014). Similarly, technology is helpful for establishing seamless communication between the traveller and service provider through which they can effectively interchange their information. It increases better understanding between them (Pesonen and Horster, 2012). In this context, the technological advancement in hospitality organizations encourages self-service which leads customer empowerment and it has direct impact on customer satisfaction (Law, et al, 2014). However, the poor technology from the tour operators of Australia decreases the contentment of consumer and forces them to find the alternative destination for their tour.

Therefore, it is necessary for Australian hospitality organization to improve their online presence and offered traveller to effective quick services through which they enhance the satisfaction level of their customer.  

Low Service quality

The service quality offered by the organization to their visitor is fundamental to the emergence of customer loyalty in tourism (Law, et al, 2009). This is because; services quality ensures superior productivity for the hospitality organizations. In the same manner, in the tourism, the latest technology advances the quality of services for the customers. Such as offering them the high quality of services with the latest technology as free internet access for the visitors (Lu, et al, 2015). Similarly, the alignment with the latest technology improves the class of service in the tourism industry (Haghkhah, et al, 2011). Thus, the adaptation of the newest technology is very crucial for the tourism industry.

On the contrary, in Australia's many of hotels charged for the Wi-Fi access from their customers, which is horrible because they already paid a huge amount of money (CnTraveler, 2018). This is because of their contract with their landlord which forced them to take charges from the customers (Hacon, 2016). This low quality of service increases the consumer dissatisfaction and encourages them to found the substitute which leads the downturn in the tourism industry. Due to this, it is imperative for Australian hotels and restaurant to provide travelers  the high quality of services with the help of latest technology.  

Unskilled and Inadequate labour 

The tourism industry gives employment to 8% Australian public which has a huge impact in comparison to other industries. However, it faces some critical issue from the skill deficiency of the labour even, the tourism industry does not have sufficient employee for operational working (Australia Unlimited, 2018). Owing to this, technology improves the skills of the employees by introducing innovation and creativity in the firm wherein staff member enhances their capabilities in the regarding the job. In this regard, Christensen, et al (2008) asserted that the employee engagement with the technology improves the productivity of the employee which further enhances the operational and financial output of the hospitality organizations. Similarly, McLaughlin, et al (2002) stated that the adaption of new technology improves the workplace culture wherein, employee enhances their expertise in the operational task.

Therefore, technology increases the working capabilities of the staff member which become helpful for overcoming the shortage of skilled worker. Owing to this, Australian hospitality firms need to improve their employees’ skill by providing them with training. This becomes helpful for improving their job routine and performs better in their task. Further, the Australian govt. must get better their education system by increasing the investment in the education sector (The conversation, 2017). Moreover, poor technology advancement is the main cause which creates barrier in the revenue generation because as above mention it creates low consumer satisfaction and decreases the quality of services. Therefore, technology influenced the financial income of tourism sector and necessitates for enhancing the overall tourist experience in term of satisfaction and in the service delivery. It magnifies the quantity of the revenue generation for the firm.

Low travelers’ retention

It is already known that many Australian tour operators do not have a website that's why they are unable to take advantages of digital marketing and unsuccessful to attract the huge number of visitors. Further, the digital marketing is imperative for the tour operator to approach travelers (Law, et al, 2018). In this regard, Narteh, et al (2013) asserted that effective marketing strategies improve the organizational performance in the hospitality sector. Therefore, the Low technology advancement creates the main cause for  travelers’ retention which further creates barrier in revenue generation. Owing to this, the tourism sector of Australia needs to encourage the tour operator and hospitality organization to understand the importance of the latest technology and force them to apply to their firm.   

Competitive Disadvantages

Technological advancement is the key aspect for a hospitality firm which leads positive competitive edge. However, the Australian tourism faced critical issue from their negative competitive edge. For example, the Asian countries like Singapore provide better technology advanced service to their customer in comparison to Australian hospitality firm (Traveler, 2018). Owing to this, the visitors prefer to select that particular tour destination wherein they feel comfortable with high service quality through the latest technology. Further, it enhances the traveller's experiences which encourages the tourism boom and attract the tourists. In this regard, the Australian government must enhance their intervention in the tourism sector and force the hospitality organization to use the latest technology in their business operation. Moreover, they must provide better resources for tourism sector that becomes supportive for the development of tourism industry (The conversation, 2017). In this context, the tourism industry of Australia needs to improve their technology and create a positive competitive edge that becomes helpful to amplify their image in the public and attract them.  

To decrease all above-discussed rationale impact of poor technological advances on the tourism industry of Australia a tourism plan is needed. It will be helpful for retaining the loyal customer by enhancing the customer satisfaction through the offering them the high quality of services.  Further, it increases government role in the tourism sector and improves the basic amenities offered by the hospitality firm to visitors. Moreover, encourage the development in the business strategies and create them more effective.

The scope of the tourism plan

The proposed tourism plan has huge scope in the Australian industry because it will provide the technological advancement through focusing on potential issues arising out of it

Tourism

The implementation of the latest technology has huge impact on the tourism sector of Australia. In this context, technological innovations enhance the efficiency of hospitality organization and develop them to offer high quality of services to their clients and create their satisfaction level to high. Further, it amplifies the data security related both service provider and their clients. The latest technology prevents the cyber-attack from the terrorist and another nation creates a cyber-secure nation.  Moreover, implementation of the latest technology will be helpful for creating continuous communication flow through which the hospitality service provider deeply understands the visitor's requirement and offer services to them as they want to perceive. At the same, this plan becomes helpful to overcome the shortage of skilled employees through the implementations of the latest technology in normal tourism activities. Therefore, the scope of the advance technology implementation plan in the Australian tourism sector is huge because their need is high.           

Marketing

The proposed tourism plan will be helpful for bringing innovation into the business marketing strategies. As per the above discussions, the marketing strategies of the Australian tourism sector is relatively insufficient to magnetize huge quantity of tourists. Owing to this, technological innovation helps with creating attractive marketing strategies through different marketing platforms like social media and TV advisements.

Government

In the present era of advanced technology, it is important for the government to invest in technology advancement because it is mandatory to creates the country to financially stable and create a strong economy. Furthermore, it creates the positive competitive edge in the global business market. Moreover, if the government increased their interest in technological advancement than the productivity of every industry will be increased.
In this context, the government should create strong rules and regulations to force businesses to create their operational process technology advanced

Different industries

High technological advancement constructs a positive workplace environment for the worker, thus they can enhance their working capabilities and contribute to the organization performance. Owing to this, technological advancement is beneficial for all the industries. Overall the business commitment for the latest technology increases their revenue and profitability in the term of market reputation, better productivity. In this context, technological advancement increases the probability of innovation in the firm and reconstructs their regular business process with more creativity. Further, it boosts the development rate of the business which is helpful for business in the overseas expansion and builds global competitiveness. Therefore, the technological innovation has the positive impact on every business which further helps in the economic growth of the country.

Proposed process of the tourism plan

Defining objectives

According to the above-mentioned objectives, the proposed plan is helpful for increasing the communication between the tourists and industry representatives by 20%. Thus, they effectively communicate and enhance the industry participation in the Australian economy. Further, it will improve service class and enhances the tourist retention by up to 15 %. At the last, get better government intervention in technological innovation of business organization.

Involving stakeholders

In this step, the involvements of government and tourism industry representative will be enhanced. In this regard, the Australian government will change their regular policies and improve their interference in the business decision for enhancing the technological adaptation ability. Further, the industry representative develops the business strategies according to the market requirement. Therefore, the attachment of government and other stakeholders must necessary for technological advancement.

Discussing potential solutions

To develop technological innovation in the Australian tourism industries, the Australian government can  offer 15% subsidies for technological advancement in the firm. Further, the government's investment in the cybersecurity can be enhanced and industry representative can provide their views related to the data protection. For instance, the industry representative will demand for specific technology through which any fraud detected can be tracked so as to meet the expectations of visitors. On the other hand, by using the latest communication technology, the hospitality firm and other industry representatives like tour operator will improve their service quality with effective price and become successful to retain loyal consumer. Moreover, the hospitality organization will  focus on the development of their employee and improve their job performance.

Implementation

For implementing the tourism plan the Australian government can impose several rules and regulation for tourism industry representative to offer high quality of services with the premium price. Further, they can impose the rules for data security to increase the awareness of sensitive data and prevent them to leak. Moreover, the government can invest more in the education sector which can improve the people skills to the regarding job.

Review the plan-success

According to the result of implantation, the review will be conducted on the basis of industry research and analyzing the impact of the proposed tourism plan. Further, the survey will also be conducted among the travelers and perceive the feedback. It becomes helpful for analyzing the industry progress in the technology context.

Modification

On the basis analyzed reviews the modification, requirements of the plan will be understood and the proper solution will be suggested in this section. Owing to this, the lacks of tourism plan will be recovered and build them more effective.

Conclusion

On the basis of the above report, it can be concluded that the latest technology plays the key role in the success of any industry and it is important for the superior productivity of tourism business. In this regard, the involvement of stakeholders is crucial for the implementation of the latest technology. Further, the government intervention is critical through their rules and regulations for the technological advancement. Moreover, the employee development is mandatory for hospitality business success.

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