BSBMKG408 - OZZ Tours Case Study - Tourism Assignment Help

Assignment Task

CASE STUDY – OZZ Tours:
Who is OZZ Tours?
Ozz Tours is a large Australian inbound tour operator based in Sydney. It organises tours from Sydney to all parts of Australia.
The tours include:
coach tours of up to 50 people with tour guides combined air and coach tours
self-drive package holidays (air, accommodation and rental car) in Australia for the more independent tourists.
Ozz Tours’ customers:
Ozz Tours obtains its customers from a variety of sources such as local and overseas travel agents, corporate group tours, travel clubs and direct retail customers.
Segments of client base:
Ozz Tours knows a bit about market segmentation. They have identified three key segments among their client base:
Empty nesters (50–64 years, not retired but travel without children)
Families (age not specified but with children from five–16 years old)
Experienced young travellers (20–30 years old, travelling without children).
The definitions of the segments are flexible.

Project overview
You work for Out There Marketing who has been commissioned by Ozz Tours to conduct market research to find out more about the tourism market and trends. They want this information to increase their business and to better target their marketing mix activities.

Task 1
Secondary research:
Use secondary sources to research existing information on each of the areas nominated above Ensure you are aware the meaning of secondary research and how it can help you design primary research. Use the internet to conduct your secondary research. Outline your findings under each of the headings given above (travel preferences, their profile etc.)

Task 2
Primary research:
a) Questionnaire design
Choose national (not international) tourists as the focus of your research. (We’ll assume that another employee of Out There Marketing will undertake the research for the groups you have not chosen.)

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