Uluru Tourism Destination
Question
SUPPLEMENTARY ASSESSMENT
BRIEF |
|
Subject Code
and Title |
PCD101
Place, Culture and Destination Management
|
Assessment |
Supplementary
Assessment |
Individual/Group
|
Individual
|
Length |
1500
words (+/- 10%) |
Learning
Outcomes |
The Subject Learning Outcomes
demonstrated by successful completion of the task below include: a) Describe the role &
structure of destination management organisations and their relationship with
a range of tourism stakeholders b ) Identify the factors
that contribute to the creation of destination image and tools that
destination managers use to influence image formation. c)
Discuss the influence of culture on the tourist experience and
strategies used by destinations to manage barriers to successful
cross-cultural communication. d)
Explore changing travel patterns & trends in global tourism and
examine the impact of these on the management of tourist destinations e)
Explain strategies used by destination management organisations to
competitively market destinations to a range of different consumer groups. |
Submission |
Due by deadline notified by the Academic Services Officer. (Due date will be five (5) business days
from the date of notification) |
Weighting |
50% Supplementary Pass/Fail |
Total marks |
Not applicable This supplementary assessment will not be awarded a
mark but will be graded against the marking rubric as a Supplementary Pass of
50% or Fail. |
Context
Successful destination management
organisations are continually adapting their operations in response to changes
in the external environment and consumer travel patterns. Global tourism has
been severely impacted due to the covid-19 pandemic when international borders
were closed for most international visitors to Australia. Tourism Regions acted quickly with government
support to provide incentives (vouchers) for people within Australia to travel
within their own state. As state borders and international borders begin to
open, Australia’s destination management organisations, led by the national
body, Tourism Australia, have been preparing their strategic focus across five
major areas, including branding and marketing, and growing the indigenous and
sustainability tourism experiences.
The interaction between different
cultures during tourist encounters (tourist to tourist, tourist to host,
tourist to tourism providers) can be a double-edged sword. If managed
effectively by a destination, cross-cultural communication can foster respect and
understanding between different social groups.
This assessment allows you to
investigate the visitor economy for a particular iconic destination and to
explore the role of cross-cultural communication in the development (or
redevelopment) of destination image and investigate marketing strategies that
destination management organisations use to alter a destination’s image and to
continue to attract visitors.
Instructions for case study report
One iconic tourism destination is
Uluru (formerly known as Ayers Rock), situated in the Uluru-Kata Tjuta National
Park, part of the Lasseter region, Northern Territory. A very popular activity
was climbing the rock. Since 26 October 2019, there has been a ban on climbing
the rock due to cultural and environmental considerations. The National Park was handed back to the traditional
owners- Anangu- in 1985 and in 2010 the
intention to ban climbing was announced. See Uluru climb closure | Uluru-Kata Tjuta National Park (parksaustralia.gov.au)
Thousands of tourists rushed to
climb the rock before the official closure on 16 October 2019. See the images
on this report:
BBC News (2019, 25 October).
Uluru climbing ban: tourists scale sacred rock for the final time.
Uluru climbing ban:
Tourists scale sacred rock for final time - BBC News
Review the current images of
Uluru from Discover Aboriginal Experiences - Tourism Australia www.australia.com/en/things-to-do/aboriginal-australia/discover-aboriginalexperiences.html
And from Uluru Destination Guide | Northern Territory, Australia
View the www.tourismnt.com.au/research-strategies/destination-managementplans/lasseter-region
Lasseter Region | Tourism Northern Territory
(tourismnt.com.au)
Review the Lasseter Regional Report Year Ending December
2017-19 (3 year average)
And compare with annual report card 2021.
Prepare
a summary report that:
•
Identifies and discusses the special images of
place and activities that can be experienced in the Uluru-Kata Tjuta National
Park since 2020. Include reference to activities that have replaced climbing
Uluru.
•
Summarises the changes in visitor numbers, and
source markets since 2010-2021.
•
Discusses the special cultural issues of
attraction and activities with reference to at least one major international
(country) market and domestic visitors.
•
Summarises and evaluates two marketing
strategies (one domestic; one international) designed to improve the overall image
and future tourism growth.
Referencing
You should make significant
references to the subject material and substantial wider reading. A minimum of
three (3) academic (books & peer‐reviewed journal articles) & three (3)
other sources (eg, newspaper articles, trade publications, websites) must be used.
References to ‘Wikipedia’ or similar unsubstantiated sources will not be
accepted.
It is essential that you use
appropriate APA style for citing and referencing research. Please see more
information on referencing in the Academic Skills webpage.
Submission Instructions
Submit your assessment to the supplementary assessment submission portal
in the subject
Blackboard page. On successful
completion of this assessment, you will only receive a
'Supplementary Pass' for the subject. A 'Fail' grade for this
assessment will lead to a ‘Fail’ grade for the subject.
Marking
The following rubric will be used as a guide to assist the marker. The
supplementary assessment will not be given a mark but will be graded a
‘Supplementary Pass’ or a ‘Fail’. A ‘Pass’ results in a maximum of 50% final
grade for the subject, and a ‘Fail’ results in no change to the standing final grade
mark prior to the supplementary assessment being offered.
Academic Integrity
All students are responsible for ensuring that all work submitted is
their own and is appropriately referenced and academically written according to
the Academic Writing Guide. Students also need to have read and be aware of Torrens University
Australia Academic Integrity Policy and Procedure and subsequent penalties for
academic misconduct. These are viewable online.
Students also must keep a copy of all submitted material and any
assessment drafts.
Special Consideration
To apply for special consideration for a modification to an assessment or exam due to unexpected or extenuating circumstances, please consult the Assessment Policy for Higher Education Coursework and ELICOS and, if applicable to your circumstance, submit a completed Application for Assessment Special Consideration Form to your Learning Facilitator


Solution
Uluru Tourism Destination
Brief Overview
Uluru is always and will remain to be
a significant place of knowledge and learning. As one of Australia's most
recognizable natural landmarks, it has been a pick of various activities in the
country, such as the camel train, among others. Each year, it attracts hundreds
of people to stand in the shadows of its awe-inspiring size as a giant monolith
National Park. The park, which has been around for thousands of years, is a
representation of Anangu and the environment. The significance of the Uluru
cultural landscape is also highlighted by the park's natural and cultural
qualities being inscribed on the World Heritage List (Adams, 2014). For many years Uluru has been holding
deep aboriginal significance to Anangu people, and also, people visiting it
learn about Ayers Rock. Therefore, this paper aims to discuss special images of
places and activities that can be experienced in Uluru-Kata Tjuta National Park
since 2020 and special cultural issues.
Main Discussion
It is fundamental that Uluru is the spiritual
heart of Australia's special images and activities. Since 2020, numerous
special images indicate how the park has evolved to become a more attractive place
for tourists from Asia and other parts of the globe. For instance, since 2020,
the images indicate that the number of people climbing Uluru has reduced
compared to the early days. This was a move by the park's management to ensure
that the place is kept strong for future generations. Also, the images of the
park since 2020 indicate the change in the activities in the park, as people
who have visited the park have been there to support the local community and
deepen their understanding of Uluru National Park (Warne, 2019). I have also identified that since 2020
the park has changed the way it does its activities. As shown in this figure,
the visitors in the park are guided by rangers, giving them a deeper insight
into the natural and cultural heritage of Uluru. Another special image of the
place indicates that since 2020 numerous commercial tours have been offering
visitors in and around the special park experience to make them enjoy the
serenity of Uluru during the pandemic. Both the images indicate that since 2020
the park has ensured that people who tour the park are offered the best
services that suit their taste and budget.
Also, from the images of the park, it
is significant that there have been numerous activities in the park since 2020.
For instance, it is clear that one cannot experience the serenity of Australia
until you visit this sacred Aboriginal site in the spiritual heart of the
country. To truly appreciate the beauty and magnitude, the park has to be
experienced up close and personal. Like Grand Canyon and Pompeii, it is clear
that photographs have failed to capture the place's essence fully. From the
view, Uluru is a remarkable destination that every tourist today would like to
visit because it gives the opportunity to connect to aboriginal culture and
experience the authentic Aussie outback. Therefore, since 2020 the activities
at Uluru have changed because tourists visiting the park were no longer allowed
to climb it. This was because Uluru is a sacred ground (Tourism Australia (n.d).
It is clear the activities have changed since 2020 in a manner that continues
to promote and protect Anangu interests and cultural and natural values of the
park. The Uluru outback cycling has become a great activity that has replaced
climbing Uluru. From 2020 outback cycling has become an essential activity
because it enables tourists who visit the park to see a different perspective
of the rock environmentally friendly. Another significant activity that has
replaced climbing Uluru is hiking Kings Canyon. The challenging 500-step
climbing has made visitors have a view from the summit of how the park is
beautiful and attractive. Another essential activity one can do when visiting
Uluru today is walking at Talinguru Nyakunytjaku so that to increase their
understanding and appreciation of Anangu culture and survival skills (Figueroa & Waitt, 2010).
Thus, from the analysis of the park, it is significant that various activities that
replaced climbing since 2020 have helped maintain the natural beauty of Uluru
and increased its profitability going in the future.
For many years the positive and
powerful image of Uluru has been used to promote tourism for Northern territory
and Australia successfully. The attractive nature of Uluru national park has
seen a change in the park's tourism trend since 2010 to 2021. It is
approximated that every year the park receives more than 250,000 people from
all over the world; the data has been different in the whole years since 2010. Since
2010 the park was receiving the highest number of visitors because most of the tourists
were embraced by Uluru national park features. It has been indicated that since
2010 they were a steady increase in visitors to Uluru national park, with
dramatic growth being observed every year from 2012 onwards. The restriction
contributed to the changes in the number of visitors in Uluru not to climb the
park. The act of ensuring that nobody climbs Uluru was meant to protect and
conserve biodiversity (Simons, 2022). It is also clear that the management's
decision to close the Uluru climb led to a drop in visitors by 20 percent. But
after the management came together and established other activities, Uluru has
been experiencing a significant increase in the number of visitors in recent
years. It is also true that even though the management of Uluru national park
closed the climbing, it continued to record a positive number of visitors while
the number of climbers continued to fall (Australian explorer. (n.d). For
instance, from the analysis of the park, it has been shown that in the
financial of 2016, there were 395,338 visitors, an increase of 20 percent from
the previous years. Looking at the trend of the number of visitors since 2010,
it is clear impending closure of the site was not the only reason for the
increasing number of visitors in Uluru but also direct flights from Darwin and
Adelaide to Ayers Rick Airport. At the peak of Covid-19 between 2020 and 2021, Uluru
National Park recorded a low number of visitors due to restrictions and health
advice from the health ministry. When it comes to source markets from 2010 to
2021, the park has depended on traditional Anangu culture and building a new
tourism experience that has attracted more visitors. Further, local flora and
fauna, bush foods, and aboriginal stories have also been part of the Uluru-Kata
Tjuta National Park source markets.
Uluru is home to one of the most
beautiful art exhibitions globally. For instance, the surrounding landscape of
the park is lit up with thousands of lights that can change their color
constantly, thus making the visitors have unforgeable experiences after vising
the place. When you see this tourist site's special cultural attractions and
activities, you might think you are walking on another planet. The special
cultural issues of attraction have made Uluru one of the most iconic landmarks
and a hugely important part of the country's cultural history. Having analyzed
the Uluru effectively, it is an important geological site that has made
international tourists visit the place and learn some important factors
concerning rock creation. The creation, material, and size of Uluru make it one
of the most noteworthy sites for geologists (Tombleson & Wolf, 2022). Further, the park is
extremely popular due to its vital role in conserving the environment. This
special cultural issue has made Uluru recognized internationally as a natural
site worldwide. For instance, international visitors from countries like Japan
visit the park during holidays due to cultural attractions such as unique
traditional customs and natural landmarks. It is also significant that
beautiful sunset and sunrise, fascinating culture, and ancient landscapes have
attracted more domestic tourists to the area (Taylor, 2019). The aboriginal
culture of Uluru National Park was an attraction of international markets to
the park. Further, millions of international and domestic visitors have been
flocking to Uluru Park because of its unique nature. The outstanding culture of
Uluru has made it one of the successful tourist attractions both in the
international market and domestically. On the other side, activities such as
bush food experience have also attracted international visitors to Uluru as
there is a place to learn all about Australian and local native bush food from
an expert guide on this interactive food experience. Another significant
activity attracting domestic and international visitors to the park is cycling
(Ye, 2021). Cycling around
the base of Uluru and discovering ancient rock art and beautiful waterholes is an
excellent experience that tourist gets after visiting this beautiful site.
When it comes to the target market, Uluru
National Park attracts middle-class people, both domestic and international,
across the globe. For instance, Japanese visitors have been significant market
visitors to Uluru in terms of volume and spending. The decision to close the climbing
of Uluru has built a strong cultural interpretation leading to the attraction
of more tourists from Japan vising the park for a holiday. It is clear Japanese
is the mature target market for Uluru as numerous people from the country have
made the country their holiday destination. Although the primary target market
for Uluru is both domestic and international visitors from Japan, there are
various characteristics of the chosen market. For instance, the chosen target
market is always inspired by the special cultural significance of the place.
Also, the people in a new generation always want to discover; thus, visiting
Uluru makes them know an inspiring landscape where creation stories are
whispered on the winds.
In order to improve the overall image
and the growth of tourism revenue of the country, it is essential to come up
with strategies that promote both domestic and international visitors. It is
also clear that both domestic and international tourists play a significant
role in the economic growth of communities around tourist sites and boost the
revenue collection because it gives businesses such as hotels opportunities (Camacho-Murillo, Gounder &
Richardson, 2021). Therefore, one of the domestic strategies that can be
used by Uluru national park to improve its overall image and future tourism
growth is working with the local influencers. In most instances, influencers
have significant numbers of followers; thus, using them in domestic tourism
attractions is essential because they help ensure that domestic visitors know
what the park offers, thus attracting the highest number of them. Further, using
local influencers makes it easier for domestic tourism to connect and be aware
of the place they need to visit, thus improving its image and future tourism
growth. The excitement for domestic travel makes people aware of the options
available when visiting a particular tourist site. When it comes to
international marketing strategies, live video marketing is a significant
strategy that can help the future growth of international tourism. The use of
video marketing will give international tourism opportunities to view the
videos of destinations they want to travel to. This should include live
streaming to ensure the international visitors get updates on what they expect
when visiting the place.
Conclusion
In conclusion, it is clear that
tourism plays a vital role in the country because it helps boost the country's
revenue. With a good marketing strategy, the tourism sector can maintain
profitability and attract more visitors. Also, it has been indicated that
visiting Uluru makes you feel connected to the land because it is an iconic
rock formation that hides wisdom and diverse plants.
Recommendation
Having looked at the trend in the
market, it is essential that, going in the future, Uluru should initiate a campaign
in order to increase the number of visitors to the place. I also recommend that
Uluru management come up with marketing events that would allow it to get more
revenue in the market. The idea of having a marketing event will increase
awareness of Uluru, thus promoting it as an exciting travel destination.
References
Adams, M. J. (2014).
Pukulpa pitjama Ananguku ngurakutu-Welcome to Anangu land: World Heritage at
Uluru-Kata Tjuta National Park.
Australian
explorer. (n.d.). Uluru. Retrieved May 21, 2022, from https://www.australianexplorer.com/uluru.htm
Camacho-Murillo, A.,
Gounder, R., & Richardson, S. (2021). Regional destination attributes that
attract domestic tourists: the role of man-made venues for leisure and
recreation. Heliyon, 7(6), e07383.
Figueroa, R. M., &
Waitt, G. (2010). Climb Restorative justice, environmental heritage, and the
moral terrains of Uluṟu-Kata Tjuṯa National Park. Environmental
Philosophy, 7(2), 135-164.
Simons,
M. (2022, May 06). 13 beautiful things to do at Uluru-Kata Tjuta National Park.
Retrieved May 21, 2022, from https://www.miksimons.com
Taylor,
J. (2019, July 11). Tourists are rushing to climb Uluru before the ban takes
effect. Retrieved May 21, 2022, from https://www.theguardian.com
Tombleson, B., &
Wolf, K. (2022). Sustainable tourism and public opinion: Examining the language
surrounding the closure of Uluru to climbers. In Case-Based Research in
Tourism, Travel, Hospitality, and Events (pp. 401-419). Springer,
Singapore.
Tourism
Australia, T. (n.d.). History of uluru-kata tjuta national park. Retrieved May
21, 2022, from https://parksaustralia.gov.au/uluru/discover/history
Warne, K. (2019). Why
Australia Is Banning Climbers from This Iconic Natural Landmark. National
Geographic. Travel.
Ye, Q. I. (2021).
Understanding Chinese tourists' landscape perceptions and meaning-making at
Uluru-Kata Tjuta National Park.
Appendix
https://parksaustralia.gov.au/uluru/do/ranger-guided-activities




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