MELBOURNE ZOO & TOURISM

Melbourne Zoo & Tourism

[Date of Submission]

Introduction3

Discussion5

About Melbourne Zoo5

Background Research6

Access and Location to Melbourne Zoo6

The Target Market and Engagement with Customers of Melbourne Zoo7

Measurement of Service Quality in Tourism Attractions / Services9

Evaluation of the effectiveness of Service Delivery at the Melbourne Zoo10

The Personal and Tangible Elements of Service and their Quality10

Recommendations and Conclusion12

Melbourne Zoo & Tourism

Introduction

A diverse industry that aims to provide services for tourists and comprising of a broad range of activities and travel is known as tourism. Overseas visitors, visitation by Australians, and travel are things included in tourism, on the demand side. This visitation can be for education, employment, business or leisure (Prideaux & Et.al, 2006, pp. 251). All the inter-related activities that are required to produce services and goods for consumption by tourists are the elements comprised by tourism, on the supply side. This includes recreational, cultural, retailing, education, accommodation and transport services.

For Australia, tourism is a significant industry. It is the largest service export industry, in Australia as in spending; it generates ninety four billion dollars and earns nearly ten percent of the total export, directly employs over five hundred thousand people and contributes nearly thirty four billion to GDP of Australia (Sharma & Et.al, 2000, pp. 147). With forty six cents in every tourist dollar spent in regional Australia, it plays an important role in the economic development of regional Australia and also helps to fund critical economic infrastructure, such as, hotels, roads and airports.

To grow tourism market share of Australia in a competitive and volatile global environment and to strengthen the tourism industry of Australia, a range of tourism research and programs, projects and tourism poly are looked after by the Department of Resources, Energy and Tourism (RET) (Anderson, 2006, pp. 1290). The Great Barrier Reef (the largest reef of the world), the Gold Coast and regional Queensland are the high profile destinations of Australia, as well as the coastal cities of Melbourne and Sydney, are the popular Australian destinations. Other popular locations are the Australian outback and Uluru, like, Tasmanian wilderness.

In the country's tourism, another significant point of interest is the unique Australian wildlife. In the last 15 years, the Australian industry has grown dramatically. It would be fair to say that a major role was played by the quality of service while there are many reasons for this growth (Frost, 2010, pp. 216). In establishing a country as a significant tourist destination, the industry itself recognized that a major role is played by service quality, a number of years ago and led to the formation of an accreditation system that was supported by government, industry driven and sectorial based.

With the change to one that is similar for all tourism organisational types from a sectorial-based structure, the restructure of part of the accreditation system have resulted from the recent changes (Harris & Jago, 2001, pp. 383). To ascertain the impact that accreditation has had on their performance and their perception of the value of accreditation, a survey of operators ...