Marketing report

this is similar with the previous assignment but the topic will be focus on US.

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Heritage & Cultural Tourism:Understanding the motivations of international travellers to BrisbaneThe Workshops Rail Museum is a multi Australian and Queensland Tourism Award winner for Heritage & Cultural Tourism based at the oldest operational railway workshops in the country, located at Ipswich. The Museum attracts approximately 100,000 visitors a year, largely from domestic visitors with international tourists accounting for approximately 5 per cent of visitation.The Workshops Rail Museum is looking to increase visitation from international tourists and has identified the following three countries as key markets: United Kingdom (UK), United States of America (USA) and New Zealand (NZ).The brief:You are the Marketing Coordinator for The Workshops Rail Museum. You have been asked to prepare a business report for your Marketing Manager to assist in a future international marketing strategy. The Museum is trying to understand the international free-independent-traveller (FIT) market travelling to Brisbane in terms of their motivational segment.Your task is to conduct secondary research on the specific motivational segment called ‘Connectors’ of either the UK, USA of NZ traveller and review the current heritage and cultural offering in the Brisbane region in terms of competition for international travellers. Your report is required to address the specific elements of:The ‘Connector’ motivational segment (see example for domestic market on the course website). Translate the domestic ‘Connector’ segment to the chosen international market;Include key statistics and data for your chosen country from a wide range of relevant and recent sources. Two examples to assist with your search are readily available from these industry sites: Tourism Queensland: www.tq.com.au and Tourism Australia: www.tourism.australia.com; Current competitive heritage and cultural offerings in the surrounding region of Southeast Queensland.The outcome of your report should provide a profile of…

Prof. Angela

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