STEP 1 - Establish the Need for Marketing Research
1.1 Background to problem
According to this trend, it is clearly seen that the tourism industry decreased sharply more than half of the total economy from 8 per cent in 2005-06 to 4 per cent in 2007-08. It means that people are cut down on their holidays.
Source: Australian Bureau of Statistics (2007-08) Tourism Satellite Account. Cat. No.5249.0. Canberra: ABS, page 5
ALL Tables/Figures/Graphs should be numbered and have caption, e,g. Table 1: Growth in Industry Gross Value
Based on this figure, it showed that the international tourism consumption was higher than the Domestic tourism consumption in most of the times.
Source: Australian Bureau of Statistics (2007-08) Tourism Satellite Account. Cat. No.5249.0. Canberra: ABS, page 6
It should be considered that other factors are contributing to the decrease of tourism industry which are:
➢ The rising cost of living in Australia
➢ The Global Financial Crisis in 2008
➢ Negation perception of Australian states and territories
➢ The development of airline businesses
➢ Climate – extreme weather and Bushfire
Nice drawing – include source for figures, even if it is a website,
STEP 2 - Definition the problem
The cost of living has been increasing rapidly in last decade of Australia. Petrol, as an example, illustrates the high cost of living which is a critical factor for people to determine whether to travel interstates or not. Basically, since Australians like driving tour, high price of petrol not only decrease the consumer demand, but also affects their decision making on destinations choices and finally they might give up the domestic travel due to expensive budget. The table shown below is the cost of unleaded petrol in 1999 at 0.65 per litre which has growth more than doubled in 2008 at 1.3 per litre within the past 10 year.
Rising Petrol Prices in Australia...