Emerging issues in hospitality and tourism
Order Description
Assessment Information
Report w format (executive summary, introduction, main body, conclusion, recommendations, references, appendices) charts, graphics, or tables in the report are
required. Thank you

Subject Name: Emerging Issues in Hospitality & Tourism
Assessment Title: Individual Assignment in Report Format. Retirement Tourism Destinations (in BALI – INDONESIA)
Word limit. Line Spacing; 1.5, Font size 11. Font: Calibri

Note: You get better marks if your report provides relevant information showing evidence of research.

Assessment Description
Retirement tourism destinations are becoming attractive and in this individual assignment you will analyse current issues affecting this emerging market. This will
give you an in-depth understanding of the topic and an understanding of how to digitally communicate with the potential market.
1. Introduction: 20 Marks
1.1Discuss why Retirement Tourism (RT) is a specialized product.

1.2 Introduce the tourism scenario in your home country and discuss the importance of retirement tourism for the economy.
1.3 How does retirement tourism help employment prospects and development of the region?

1.4 Identify synergies of retirement tourism with existing tourism (if any) like Medical Tourism etc.

1.5 Country brand image. Discuss the elements of ‘heritage’ branding of your home country. Can this be used to attract the “retirement tourist” from any part of the
world? Discuss how the culture of your country creates an advantage/disadvantage for this product.

2. Minimum Market Requirement (MMR) and Keller’s Brand Pyramid. (Total 50 marks)
2.1 How does this destination rate on the 8 essential “Minimum Market Requirement (MMR)” factors needed for being considered a retirement tourism destination? (10
marks)

I. Cost
II. Security & Safety,
III. Infrastructure; Essential and desirable:

Example: Medical facilities, Golf, walking tracks, swimming pools, gyms

IV. Mix of authenticity and familiarity for the tourist
V. Accessibility
VI. Link to Social work facilities. This is for some tourists who want to spend some time helping the local community on a voluntary basis.
VII. Natural flora & fauna
VIII. Level of Customer Service culture

2.2 Cost Competitiveness. Keeping in view the Purchasing Power Parity, compare the cost of living in your country with the costs in Gold Coast Australia. Provide any
other key points you think are important for the customer to consider while comparing costs. (10 marks)

2.4. Discuss ‘Kotler & Keller’s’ 5 levels of the product with respect to the RT product (Basic to Luxury). Does the destination have more of one or are the facilities
scattered at different levels? (5marks)

2.5. Keller’s Brand Pyramid. Which step do you think the brand image of the destination is presently on the Pyramid and what steps can the destination brand take to
get on to the next step? (25 marks)

3. Marketing: 20 Marks
Marketing the retirement tourism destination.
3.1 Identify the market segment you would target in Australia and NZ

3.2 Identify two major competing destinations and use the positioning map to show where you think your destination is presently positioned vis-à-vis these competing
destinations.

3.3 How would you improve on this positioning using factors like the Infrastructure, Media & Message- (Hint: A famous old saying often quoted in the tourism industry
is that a place is not made for the tourist. However with the changing face of tourism this is not always true. Is it important to give the retirement tourist the same
environment and infrastructural comforts that they are used to at home? Like wheelchair access, clean public toilets in the area where tourists visit etc.

Another example is about the Media and the message. This is the marketing communication to attract the potential tourist. What media vehicle (digital, magazines etc.)
would you use to attract. As you have identified the market segment create an A4 advertisement for the same.

3.4 Identify three brands from your country that are involved or have the potential to be successful in this market. Give their URL and explain why you think these
brands have the potential for the same.

4. Report structure: 10 marks.
Each of the below @2.5 marks
I. Appropriate Formatting
II. Clear Structure of the report
III. Clarity of expressions
IV. Proper use of Harvard referencing system