1.0.

Introduction

Case Summary

The case study is based on analyzing the local tourism awards along with the responsibilities
connected with tourism associations in order to encourage effective marketing and management
practices in the tourism business operations. The case study highlights the way state-level
Australian Federation of Travel Agents (AFTA) Awards for Excellence contributes towards high
level travel agency, travel consultancy along with travel and tour services as per the sales
representation. The emphasis of the award categories range from different levels and emphasis is
on the promotion while state awards are considered to play a vital role in the tourism industry
and eventually awards add credible value to achieve better public relations. The award programs
consider efficient and sufficiency with the lead time that consider the administering of
questionnaire to be done in complete manner with the valued services that encourage the
operations. The case reflects on the special connections of visitors which actually focus on the
benefits obtained by participation since the regional operators are connected with reinforcement
of advertisements as a way to record the achievement.

The case also highlights that awards are important to set benchmark against the current practices
and also to reflect on the commitment as well as pride in quality of individual practices. This
makes the mark to be set in respect to the operations that have made industry to track the
business-centered objectives and encourage the example which identifies the role of the
mentioned operations in respective industry. It is observed that the awards eventually are a way
to make sure there are reliable operations for which entrants need to think about the efforts along
with cost and time of submission as there is lack of apathy and confidence when perceive any
sort of benefits to prepare for submissions. Therefore, the awards have the complete and possible
firsthand experience for respective operation and there should be reassurance done to fight the
constraints which make it difficult to assess the covered submissions. The considerations of
awards need to actually revise the submission and confidentiality which makes winners to be
able to share the ideas and knowledge with the willingness to deal with uncertainty.
2.0. Question and Answers

Question 1

The case study reflects on the different types of awards along with recognition provided with the
tourism industry. The article reveals that there is importance provided to the competition on each
year which happens. It is observed from the article that winning an award program emerges as an
essential element to gain marketing advantage from the respective participation. For certain
entrants the marketing advantage does not focus on the necessary requirements that cause
individuals to be winner of the tourism award in order to gain any importance. The emphasis of
the criterion set is that as the popularity level grows at national and State level in the respective
tourism industry which makes a change in ambience towards the competition arranged by the
local community members.

However, the awards are a very important element as a winner of the tourism award to emerge as
an essential marketing advantage from the participation since it enhances the public relations.
Awards act as a source of encouragement and have been a major segment to enhance the
marketing practices in the key area to achieve better practices in business of tourism. The
strategy of awards have focus on the winners and travel agents that eventually has made the
performance in the promotions, marketing along with the desired services and facilities that acts
in a way to gain marketing advantage of the participation. It is noteworthy that when winning a
tourism award there is competitive advantage achieved over other tourism companies and
eventually it brings major benefits in the long run. The award provides media exposure and free
marketing along with PR opportunities. This will make attention to be gained easily and also act
as a major way to gain competitive advantage as a successful marketing for the tourism
company.

Overall, winning an award adds value to the organization especially in tourism sector it creates
brand awareness. The emphasis of the awards is that it sets a perfect example to enhance the
credibility of the tourism company in the eyes of the customers. It is noteworthy that since the
article reflects on the way awards adds value for marketing any particular business for tourism it
is important as it establishes a sign of quality and excellence which helps to build trust and
boosts motivation that is a major marketing advantage from participation if award is won in the
tourism sector.

Question 2

Local tourism program is quite likely to be a valuable source to promote as a public relations
exercise since it allows dealing with promotion. The emphasis of the local tourism program
eventually makes it easy to exercise the public relation as the local tourism associations are a
powerful motivator for management and staff specifically when value is added and there is
healthy control. The local tourism award program enables to disseminate the ideas and promote
at regional level which makes self-promotion to be done evidently. This is an impressive strategy
as local tourism award program allows effective public relations and achieve healthy control
with the impartial evaluation. Moreover, there are certain dangers involved when it comes
towards the participant’s engagement and dealing with the promotion which is cost-effective.
The only danger experienced is the encouragement and risk of preservation of culture in the local
award program in order to minimize the damage of unsuccessful entrants in the local tourism
sectors.

Question 3

The local tourism award program should ensure the following steps:

 There should be clear criterion and introduction of the theme of the award program along
with eligibility criterion
 There should be restriction always in a specific award category
 It should highlight the procedure of judging of the local tourism award program and
highlight the basic concerns and reflect on the operations being assessed
 The business and respondents should cover the prestige of the awards and have greater
degree of recognition and promotion which adds to the base value for evaluation in the
business
 There should be no favoritism and biased attitude while judging the local tourism awards
and also suggestions should be provided to organizers and they should review and
provide the local knowledge for better measurement of acts
  The program should mention the time frame along with the business requirement with the
consideration of financial details while basing the award program

Furthermore, the changes should be highlighted in award categories and there should be
mentioned idea of multi-product category with mixed operations evident at local level.
Similarly, the promotion should focus more on the efforts and added publicity which
manages the promotion along with scheme that administers the award program and also
avoid the concerns of participants over hopes that they have not won the award. There should
be attention paid to sentiments of the guests and also the winners during the local tourism
award program.

3.0. Recommendation

 The awards should be focused as a way to enhance the marketing tactics and add value to
enhance the operations to the general public
 The promotion should be based on to study the launch scheme and handle the award
ceremony later
 There should be involvement of local media in the awards such as for interviews along
with the articles reflected on the past for winners along with non-winners.
 The award programs should also be a way to reflect on the support of the participants and
offer details of the benefits gained from respective experience.
 In this regard there should be attention paid to the problems and identify the ways which
reduce the identification concerns and make sure there are ways to minimize the damage
 The award participants should be listed as per the review and make sure the marketing
tactics applied in order to encourage and appreciate the participants
 The marketing and local award program should be promoted as it is an initiative and
progressive stepping stone to reach higher level of awards

4.0. Conclusion

The case study analysis reflects on the emphasis of the local awards program and is believed to
make sure the emphasis is on the each category. The view is towards encouragement and work
well against the diversity of operations in the region. The local award provides encouragement
for tour operators since there are different participants to work well and have onward exercise
connected with the narrow margin. The major striking response evident when connecting with
the awards in the region is that it offers great encouragement and operators actually fail to win
while it is known as an impressive marketing strategy. The focus of the tactics applied in terms
of the local tourism association is that the program promotes public relations exercise. Thus,
tourism business seeks development and awards actually are a great way to promote
development in the region.