Melbourne Target research raport Paper Example | Topics and Well Written Essays - 2500 words

Melbourne Target raport - Research Paper Example The business assigned to this DMO is to increase the public image or tourism to Melbourne. Melbourne is Victoria’s primary tourist destination and is the gateway to Regional Victoria. It is the cultural capital and the second largest city of Australia. Overlooking the Port Philip Bay, Melbourne attracts a large number of both national and international visitors. It has places of historical and cultural interest, apart from the shopping malls situated alongside the parks and gardens (Totally Australia, 2010). The city is now seen as the nation’s leading destination for style, romance, cafà ©s, bars and nightlife (Destination Melbourne, 2009). Melbourne boasts of world class restaurants and theatres and is considered the top Australian destination for shopping. It has the potential to be the main point of entry for overseas tourists. However, Melbourne has not been able to attract international students because of growing violence issues (ABC News, 2010). This image should not impact the tourism sector. Thus, to develop Melbourne as a prime destination, it is essential to evaluate the demographics, the needs and wants of the customers that are keen to visit Melbourne. Based on this study, the marketing strategy to promote Melbourne as a tourist destination will be devised. The biggest age group among the domestic overnight tourists (21.9%) that traveled to Melbourne in the year ended March 2010 was ‘35 to 44 years’ followed by ‘45 to 54 years’ (20.4%) and ‘55 to 64 years’ (15.4%). Approximately 20.9% Australians prefer to visit Melbourne (Destination Melbourne, 2009). Almost 46% of the visitors prefer to stay the night with friends or relatives while 17.4% of the visitors look for hotels or inn below 4-star category. Those looking for luxury hotel or resort comprise of 16.5 percent. While at Melbourne, people love to eat out (66.7%). Domestic tourism brings in $4.6 billion in Melbourne and the average spend per night is