MNG93003 Industry Research Project

Suggested report title

Examining the benefits of integrated marketing communication to ecotourism in Australia. The case of The Small World Journeys.

Industry partner

The Small World Journeys

The author, being the organizer or the teacher is responsible for looking for a trip with depth. He is responsible for introducing the trip to local individuals and provides wonders of the natural world. The company directly employs naturalists, entertainers, PhDs, biologists as well as storytellers.   

 The multi-day tours of Small World Journeys engage students in the natural sciences. Their focus on sustainability illustrates the fact that students have fewer impacts than they would on a conventional coach. The ecotourism industry adopts the Integrated Marketing Communication that acts as an appropriate tool as well as internal factor of strategy creation.    

Overarching problem

At present, heavy augmented media clutter has made it more difficult as well as costly for companies to accomplish and influence target groups with the help of traditional media. The Small World Journeys is operating in a sector where the competition is tremendously fierce. The bargaining power of the individuals is also high. As a result, integrated marketing communication provides several tools that are frequently used within the ecotourism industry. However, sometimes it becomes difficult to combine the integrated marketing communication tools to deliver a sole message. The customer service as well as feedback acts as necessary elements of communication that will make sure repeat purchasing. IMC requires to have an individual strategy for all communications.         

Overarching research aim

This research paper aims to answer questions related to integrate marketing communication strategy in The Small World Journeys. The research also aims to investigate the relationship between advertisement and development ecotourism industry in Australia. The relationship between direct marketing and ecotourism industry also acts as the major aim of the research. It also aims to research on the role of IMC on selection of tradition destination.       

Research questions(s)

The research question is as follows:

1. How can integrated marketing communication strategies be used to develop the ecotourism industry in Australia?   

2. What is the application of IMC in high-class ecotourism hotels?

Data needs

The data will be sourced Small World Journeys that will illustrate about Educational Adventures Australia.  

The kinds of data that will mostly be used are surveys and in-depth interviews with major players.

Literature review: Keywords used for literature search

Keywords to be used in the search for relevant literature will include:

Integrated marketing communication, ecotourism, Australia, advertising, The Small World Journeys.  

References

A literature review is mostly undertaken by making the use of two academic sources.

The two appropriate articles that are found to date are as follows:   

Walker, K. and Moscardo, G., 2014. Encouraging sustainability beyond the tourist experience: ecotourism, interpretation and values. Journal of Sustainable Tourism, 22(8), pp.1175-1196.

 Wang, C., Qu, H. and Hsu, M.K., 2016. Toward an integrated model of tourist expectation formation and gender difference. Tourism Management, 54, pp.58-71.