Hospitality Principles of Marketing

Question: Discuss about the Hospitalityfor Principles of Marketing. Answer: Brief Background of the Chosen Tourist Attraction The Sydney Opera House is one of the finest creations of the 20th century. It was inaugurated in the year 1973. The house is one of the finest examples for not only the structural design but also the architecture, which is involved in its creation. The creativity and innovation has found its utter place in its construction. It comprises of three shells, which interlocks each other. Of the three shells, two roofs are dedicated for the performance halls and the remaining one is for the restaurant purpose. It is termed as a masterpiece of the 20th century. This is because of the fact that it has unparalleled structure and design. The technological involvement in its construction has put this in the list of those, which have proved their iconic status for their architectural design. One of the biggest achievements for the house came in the year 2005 when it was included in the National Heritage List under the supervision of Environment Protection and Biodiversity Conservation Act 1999 (C entre, 2017). SWOT Analysis Strengths Greatest of all the theatrical forms that combines the visual arts, drama and music Experience is powerful, which is deep in emotional theatrical experience It has four major opera companies including the national flagship Company Opera Australia Artistic standards and the production values of the above mentioned four companies are up to a higher degree, a fact, which is acknowledged internationally All the four major companies are engaged in managing young artists by providing some kinds of training and opportunities for performance This is a healthy move for the younger generation as this provides opportunities for the creation of more young singers Weaknesses Availability of finest singers in Australia is tough in the current situation as most of the finest singers prefer going to Europe for having better expose to a large group of audience This helps them in earning a big amount as well as a good recognition, which would have been limited by being in Australia only The problem can be referred to a Catch-22 situation that highlights the unavailability of great singers just for having good exposure to the world audience as this is necessary for the enhancement of credibility Backstage facilities are challenging Quality orchestral sound is missing Training facilities are of lower standard if it is compared with some foreign locations such as the United States and the United Kingdom Lack of funds is a problem that hampers the development of new arts and works Lack of broadcasting in all form of media such as radio, TV and other possible media Incapable funding has resulted in the above problem Lacks in professional development during the crucial period in between the tertiary training and verbal maturity Opportunities Despite of several weaknesses, it has opportunities coming to its way in the form of collaboration with different subsidised drama companies Educating public on the funding for the subsidised performing is creating opportunities for the funding related issue, which is also responsible for the less development of new singers and artists Cultural tourism is another opportunity for the Opera as it attracts thousands of international and national visitors Threats Scarcity of funding Lack of professional development Participation of finest singers in some other parts of world Table 1: SWOT analysis of Opera house, Sydney Source: (Created by Author) The Opera House of Sydney is one of the greatest architecture in this world. This is because of its architectural design. However, the house is challenged by some factors in recent times. It lacks in sufficient funding, which is also hampering the professional development of new artists and singers. It also lacks in the backstage facilities and the availability of quality singers, as they prefer some other locations such as Europe. However, opportunities are moulding towards its way as it is engaged in collaboration with some subsidised drama companies. More importantly, it is attracting a bulk participation of both the domestic and the international tourists, which is good for the economy of Australia. Indeed, it is good also for the Opera House, as it would generate necessary development related awareness into the local government (Musicinaustralia.org.au, 2017). Target Profile The target customers are those who love arts and music. The great singers and artists are also the target customers of the Opera House. Nevertheless, domestic and foreign tourists are one of the most targeted profiles of the House (Gibson Connell, 2012). References Centre, U. 2017. Sydney Opera House. [online] Whc.unesco.org. Available at: https://whc.unesco.org/en/list/166 [Accessed 13 Apr. 2017]. Gibson, C., Connell, J. (2012).Music festivals and regional development in Australia. Ashgate Publishing, Ltd.. Musicinaustralia.org.au. (2017). SWOT Analysis of Opera - Music in Australia - Knowledge Base. [online] Available at: https://www.musicinaustralia.org.au/index.php/SWOT_Analysis_of_Opera [Accessed 13 Apr. 2017].