TET301 – Tourism Entrepreneurship

Case Study – BridgeClimb Australia

Felix Audrey Adekie – A00024676
Lecturer – Chandni Chhabra

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Contents
I. Introduction.................................................................................................................................3
II. Role and significance of entrepreneurship in the growth of the global tourism industry. .3
III. Chosen Attraction....................................................................................................................4
IV. Conditions related to stagnation.............................................................................................5
V. Background to the development concept and challenges encountered by project team.........6
VI. Conclusion................................................................................................................................7
VII. References................................................................................................................................8

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 I. Introduction

The tourism industry is evolved, dynamic and become competitive experience

industry, the entrepreneurs in tourism focuses on looking ahead for future trends and

possibilities for preparing the new tourist needs and demands (AL-hazmi & Hassan, 2020).

As innovation and creativity are become the major drivers in the entrepreneurship and is

considered highly important in the destination management for gaining competitive

advantage. In the report, Case study of Bridge Climb, Sydney, Australia is selected,

furthermore, discussion is made on describing the role of entrepreneurship in the overall

tourism industry development internationally. This report also describe the location, key

attributes and infrastructure of the destination. Furthermore, the analysis also made on

describing the condition which have to be overcome and need redevelopment.

II. Role and significance of entrepreneurship in the growth

of the global tourism industry

The entrepreneurship play an important role in the development of global tourism

industry because, this is because it supports in generating more profits to the individual,

society and across the nation (Australian School of Business, 2012). It supports in reducing

the poverty and at the same time improve earning. As the tourism business also facilitates

deprived background for finding more employment and at the same time improve the

standard of living. Through the investigation it is revealed that it supports in growing tourism

industry the estimation described that it contributed towards 9.8% global GDP, moreover,

entrepreneurship in the global tourism results in increasing 370 million employment

opportunities and this results in increasing the number of tourists because of providing better

services to the tourists (Connell & McManus, 2019). For example, Paul Cave perform the

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role of the founder is to provide the customer satisfaction by including the customer feedback

in the evolution of the business. Furthermore, Cave set the new scale through BridgeClimb

which is marketed towards the global tourism. The global tourism industry developed

because through marketing the celebrity also visit the destination and it also increase the

number of tourists who all visits Bridge. Cave considered it as the responsibility for growing

the industry because it contributes towards Australia exports (Camille, 2006).

Furthermore, the better tourism operation globally is become the business, the role of

Cave is to provide best and through this in the year, 2002, BridgeClimb is named as the

Australian exporter and the founder become the exporter hero because it contributes

positively towards the exports in Australia (Camille, 2006). Moreover, towards the global

tourism development, the entrepreneurship results in increasing the tourist’s number of

BridgeClimb and in the year 2007, it get “Major Tourist Attraction” at “Qantas Australian

Tourism Awards”. As entrepreneurship results in increasing the international long-distance

travel by 5.4% yearly and average growth rate is estimated up to 3.0%. As it is important

because of social and economic development. Through the estimation it is revealed that

global tourism industry because of increasing the market share which is about 45.9% (Ge,

2019). Furthermore, global tourism is become one of the large industries worldwide, this is

because of providing benefits of economic development by generating $62 billion.

III. Chosen Attraction

BridgeClimb is the tourist attraction of Australia, there are four types of climbs which

are offered in the year 2017. The BridgeClimb is become the only option for taking the guests

to the top of the bridge with the upper arch with the round trip. The sample was introduced in

the year 2014, therefore, the company receive several awards and it is become one of the “10

Best Things to Climb” in the year 2011 and 2012. The destination is located in Western side

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of “Cumberland Street” which is before the road snakes beneath the Harbour Bridge. The key

attributes of the destination include that BridgeClimb climbed to celebrate the festivals such

as “Chinese New Year, Vivid Sydney as well as Mardi Gras”.

The other attributes of the destination includes that the destination provides the

exceptional view, the favourite thing is to be looking down the passing cars (Camille, 2006).

The climbing takes 3.5 hours, this is become the fun way for working out and the destination

is become the major part of the Australian history, this is revealed that BridgeClimb is not

just for the tourists and celebrities. Therefore, through giving the privilege for sharing the

lifelong memories, the destination received the extraordinary growth and it results in

increasing the number of the visitor which is estimated up to 1.8 million visitors (Tourism

Research Australia, 2016). As it is the first tourism operation which is on the bridge

worldwide, the experience is attracted by several famous actors, royalty members and the

musicians which includes the cast members of “The Biggest Loser, Robert De Niro and

Prince Harry”. BridgeClimb destination is chosen for the reason because earlier the number

of tourists increases and the destination is one of the best tourist attraction (Camille, 2006).

IV. Conditions related to stagnation.

There are some conditions which needs to be redeveloped for maintaining and

improving the tourist destination, the terrorism is the real threat Cave does not develop the

plans for meeting the unexpected events (Camille, 2006). As it is important for maintaining

the sense of safety across bridge, but terrorism results in affecting the other business. As

through the increase in challenges it gives rise to the project team for moving ahead of the

BridgeClimb. There are some other conditions which includes political environment, in this

Cave have to change their policies and plan related to the safety for maintaining the relation

with the business and current climate (Camille, 2006).

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 In this situation it increases the responsibility for Cave to redevelop the safety policies

and make the better plans for the bridge because this is highly significant to attract the tourist

towards the destination, as security and safety increase the quality of the tourism. The success

and failure of the destination is highly depending on the safety and security environment

which destination provides to the visitors (Connell & McManus, 2019). The redevelopment is

important because security factor with the marketing is become the major factor which

affects the destination image and at the same time increase the demand of the tourism. This

supports in contributing towards social and economic development.

V. Background to the development concept and challenges

encountered by project team.

The development concept describes that it improves the country’s economic and

social conditions through maintaining the improvements in different areas because it helps in

improving the lives of the people (Ge, 2019). For example, For Cave have to adopt the

BridgeClimb for making redevelopment and for bringing the change, the redevelopment of

the destination results in contributing towards the Australia exports (Camille, 2006). In the

redevelopment Cave have to understand the political environment and current environment

and develop the policies related to the safety for bringing change in the nature worldwide.

Moreover, Cave could also set the concept in several other marketplace and also including

the other bridges.

However, in the redevelopment there are some challenges which are encountered by

the project team which includes lack of transparency in program management and meeting

with the growing expectations. Therefore, in this situation, the project team considered

themselves as the role model (Camille, 2006). Moreover, the challenges include poor change

management, this could be overcome through increasing communication and following the

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predictable stages such as “resistance, emotional, hopeful and the commitment”. For

example, Cave should also face the issue in moving in the similar direction because of lack of

togetherness and inadequacy in vision development.

VI. Conclusion

From the above, it is concluded that tourism industry conducts their operation in

highly competitive environment, the entrepreneurship support tourism industry to contribute

towards social, economic development and at the same time also increase tourist attraction.

The entrepreneurship is also important for BridgeClimb because of increasing marketing and

attract tourist. Moreover, the destination provides lifelong memories to the tourist. However,

it is suffered from the terrorism threat and changing political environment which have to be

redeveloped for increasing number of tourists. Furthermore, in this project team suffer from

the challenge of lack of transparency, inadequate change management and inefficiency in

vision development.

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 VII. References
AL-hazmi, N., & Hassan, Y. (2020). Barriers on marketing tourism services and their impacts
on customer awareness. Management Science Letters, 10(11), 2603-2608. Retrieved
from
https://www.researchgate.net/publication/340471020_Barriers_on_marketing_tourism
_services_and_their_impacts_on_customer_awareness

Australian School of Business (Producer). (2012). View from the top: How BridgeClimb
founder Paul Cave scaled new entrepreneurial heights [Video File]. Retrieved from
https://youtu.be/eonCknlWlqQ?list=PL7441A97CD6C40EDE

Camille, H. (2006). Paul Cave scales new heights with BridgeClimb. Retrieved from
https://www.dynamicbusiness.com.au/entrepreneur-profile/paul-cave-scales-
newheights-with-bridgeclimb.html

Connell, J., & McManus, P. (2019). Flower viewing from horseback? New directions in
Chinese tourism in Australia. Australian Geographer, 50(3), 333-347. https://doi-
org.ezproxy.laureate.net.au/10.1080/00049182.2019.1591568

Ge, J. (2019). Social media-based visual humour use in tourism marketing: a semiotic
perspective. The European Journal of Humour Research, 7(3), 6-25. Retrieved from
https://www.researchgate.net/publication/337693958_Social_media-
based_visual_humour_use_in_tourism_marketing_a_semiotic_perspective

Mwinuka, O. H. (2017). Reviewing the role of tourism marketing in successful sustainable

tourist destinations. African Journal of Hospitality, Tourism and Leisure, 6(2), 1-11.
Retrieved from
http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_29_vol_6_2__2017.pdf

Tourism Research Australia, Canberra. (2016). Tourism Businesses in Australia, June 2011
to June 2015. World Travel and Tourism Council. (2018).

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