Gold Coast Destination Tourism Management Plan Assignment

Assignment Task 

1. Gold Coast tourism market Outline the current state of the Gold Coast market. This segment will require desk research of the market using the various tourism bodies within the various tiers of government. In your report outline the key current arrival statistics and source markets including: Numbers of domestic and international travellers to the Gold Coast and separately to Brisbane. Brisbane Airport should also be considered as a gateway to the Gold Coast. Outline key domestic and international airlines traveling to both ports. - Growth or decline in tourism numbers and percentage terms (growth or decline) to both Brisbane and the Gold Coast. This should cover the year of 2023. - Identify what you believe should be the key target market(s) (suggest 2-3 markets that Mondrian should consider) for both the International and domestic markets. - Outline these target market reason for their travel.

2. SWOT Analysis on the Gold Coast as a destination Incorporate a table assessing the strengths, weaknesses, opportunities and threats for the Gold Coast as a destination.

3. SWOT Analyses of the Mondrian Gold Coast Hotel Incorporate a table assessing the strengths, weaknesses, opportunities and threats for the Mondrian Gold Coast as a hotel development.

4. Competitor set for Mondrian Gold Coast to consider. Outline a series of 3-4 hotels that you consider will be competitors for the Mondrian Gold Coast and the competitor unique selling features. Compare how Mondrian will be able to stand out.

5. Outline the key tourism distribution process and potential partners in attracting and confirming business. Provide a brief and succinct outline on the distribution process for new and existing managers.

6. Incorporate the key tourism organizations for regular connections. Incorporate a list of key tourism organizations that can assist the Mondrian Hotel. Based on this research, Mondrian are seeking recommendations as to the most appropriate target market for the hotel.

The Case Study Analysis Project will involve the following student activities: 

• Individual research and analysis of the Mondrian Gold Coast, the Gold Coast tourism arrivals and business and competitors, the target markets and recommendations during weeks 6 13. This will involve work outside of class hours.
• It is recommended students consider a potential visit to the hotel site at Burleigh (the hotel is still under construction) and a review of the competitor hotels.
• Develop a detailed report and recommendations on international expansion and include the key target domestic and International markets. Outlined below are the recommended steps in developing the group project.
• Following your initial desk research, conduct a SWOT and outline any recommendations for the company in considering expansion to the designated markets.
• Based on your research, outline the key market segment to attract to the Mondrian. Within this targeted priority launch market, identify the target segment, the potential competitors and any recommended market issues to launch Mondrian Gold Coast Report Format As a major project case study, the word limit for the report is words.

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