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Situation Analysis

The business environment is constantly evolving, regardless of the business’ stage of development. A situation analysis involves examining the environment in which a tourism business operates to identify key factors that will influence how the business is developed, marketed and managed over time as part of the strategic planning process. The situation analysis should underpin and inform all phases of business planning and operation.Read more

The business environment is constantly evolving, regardless of the business’ stage of development. A situation analysis involves examining the environment in which a tourism business operates to identify key factors that will influence how the business is developed, marketed and managed over time as part of the strategic planning process. The situation analysis should underpin and inform all phases of business planning and operation.


Business Operation Tip

Social trend analysis and forecasts are one of the best ways for businesses to identify future market opportunities and stay ahead of competitors in the industry.

A situation analysis should include analysis of both the internal and external environment. Research indicates that a comprehensive analysis might include:

 

  • Analysis of the internal operating environment and resource capacity of the business including financial and human capital, products and experiences audit, infrastructure and services, strengths and weaknesses and business structure;
  • Analysis of the external operating environment including key trends and influences in market, the statutory and planning environment, threats and opportunities and competition. A SWOT analysis can assist in analysing both the internal and external environment.
  • Identification and analysis of current visitor markets; as demonstrated in the ‘customer auditing’ approach featured in Tourism Victoria’s Excellence Module to identify consumer needs and demands. Tourism Australia and all of the Australian State Tourism Organisations are a good source of guidance for identifying visitor market needs.
  • Reviewing existing market research sources to understand visitor characteristics, behaviours and preferences and identify markets,
  • Forecasting of future visitation based on market trends to understand both the overall volume and the future mix of visitors;
  • While current industry and market trends can provide useful insights, social and economic trend analysis and forecasting is one of the best ways for businesses to identify future market opportunities ahead of competitors. Social trend forecasting is available through a number of specialist research organisations such as IBISWorld;
  • Undertaking a product and experiences analysis matched with the visitor demand analysis to identify key gaps and opportunities in the business’ product offering, as demonstrated by Victoria’s Chocolate Gannets which responded to the visitor demand for luxury accommodation along the Great Ocean Road;
  • Review of the goals and values of the business;
  • Review of lessons learned from other similar businesses on pitfalls, successes and future opportunities.

    The Sustainable Tourism Cooperative Research Centre has an extensive body of research into understanding consumer choice and behaviours and the impact on identifying appropriate visitor markets.

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