Tourism Destination Essay

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3. Introduction (250 words)
The most impressive coastline in the world is Great Ocean Road (GOR), located in the Victoria state, Australia. The beautiful view of the coastline and the historical place of soldier of the World War I make the Great Ocean Road becomes an attraction destination that generates economic source and job creation for the region.
This report presents the strengths, weaknesses, threats and opportunities of the world’ famous tourism destination. The methodology of the report is drawn from various sources such as the government’s reports, private sectors’ reports and academic articles. In addition to those sources, information capture from speakers’ presentation during the filed visit are included in this report as well.
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4. Description of the research context – this includes the political economy context including economic, political social and environmental discourses (400 words)
The Federation Government of Australia provides strong support for tourism development through the Department of Resources, Energy and Tourism and Tourism Australia. The GOR destination is one of ten regions in Australia that considered as a significant landscape (Ruzzene & Dunn, 2012). Tourism Victoria’ s strategic planning direction includes the GOR region is a key highlight of its strategy. Furthermore, $2.1 million allocated for promoting natural based tourism that mainly focuses on the GOR Walk (Ruzzene & Dunn,
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The quality of service is a major factor in tourism industry in general and it simply indicates the successful tourism (Kandampully, 2000). Additionally, tourism business is no longer relies on cost as competitive strategy alone, however, quality is a backbone of competitive framework of the industry (Eraqi & Franceschini, 2006). However, quality of services in the GOR destination seems to be inadequate. There were several complaints concerning quality of services in the GOR region. For example, there is inadequate number of toilet in iconic sites, limited car parking space, instable Internet connection and public transport. Furthermore, local tourism operators are not ready for the large volume of tourists. Limitation of quality services and amenities fails to meet the satisfaction of the visitors, especially in high visitation sites and led to reduce length of stay in the region.

Other emergent theme is stakeholder’s engagement related to tourism development. Different level of authority creates conflicts and clashes against each other, for example, a conflict exists between environmental conservation and economic development. National parks are naturally spread in the hinterland region which creating barriers for tourism development. Planners and destination managers should involve all stakeholders in the sector (Byrd, 2007). Therefore, it needs to involve all stakeholders to participate in tourism

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