Service Management
MKT01909-2013-A: Service Management for Tourism and Hospitality
Assignment 1: Part A
Lecturer: Tony Brown
Deng Hongfei 22012540
Table of Contents
Section 1: Introduction 5 Statement of the purpose 5 Objectives 5 Report structure overview 5
Section 2: Organization overview 6 Description of operations 6 Bundle of services 7 Core service 7 Peripheral services 7 Feasibility of the project 7
Section 3: Target Market Customers 8
Section 4: Current and future implications 9 Three current issues 9 Threat of road construction 10 Bushfire 10 Revegetation project 10 Three factors that have future implications 10 Urbanization 10 Industrialization 11 Climate change 11
Section 5: Service concept 11
Section 6: Conclusion 12
References 13
Appendix 1: Management Zones of Beeliar Regional Park 14
Table of Figure
Diagram 1: Elements of Strategic Service Vision ……………………………………………………………………………………09
Executive Summary
The purpose of this report was to introduce a guided tour service along Beeliar Regional Park to promote the cultural and environmental diversity of the area. Beeliar Regional Park is a vast wetland area in Cockburn District of Australia. The park has a number of lakes and the lakes are the source of many Dreaming Stories of the Aboriginals. Hence, the panaromic beauty of the park and the rich heritage of the Aboriginals can be connected to introduce an ecotourism service in that region. The authority has specified zones within the park for recreation and conservation, which can be used to deliver guided eco-tours that will introduce the tourists with the Dreaming Stories and natural beauty of the park. Besides that a number of peripheral services can be offered such as photography exhibition, publication of Dreaming Story books, bird-watching session and so on. However, a current proposal of constructing a highway along the
Assignment 1: Part A
Lecturer: Tony Brown
Deng Hongfei 22012540
Table of Contents
Section 1: Introduction 5 Statement of the purpose 5 Objectives 5 Report structure overview 5
Section 2: Organization overview 6 Description of operations 6 Bundle of services 7 Core service 7 Peripheral services 7 Feasibility of the project 7
Section 3: Target Market Customers 8
Section 4: Current and future implications 9 Three current issues 9 Threat of road construction 10 Bushfire 10 Revegetation project 10 Three factors that have future implications 10 Urbanization 10 Industrialization 11 Climate change 11
Section 5: Service concept 11
Section 6: Conclusion 12
References 13
Appendix 1: Management Zones of Beeliar Regional Park 14
Table of Figure
Diagram 1: Elements of Strategic Service Vision ……………………………………………………………………………………09
Executive Summary
The purpose of this report was to introduce a guided tour service along Beeliar Regional Park to promote the cultural and environmental diversity of the area. Beeliar Regional Park is a vast wetland area in Cockburn District of Australia. The park has a number of lakes and the lakes are the source of many Dreaming Stories of the Aboriginals. Hence, the panaromic beauty of the park and the rich heritage of the Aboriginals can be connected to introduce an ecotourism service in that region. The authority has specified zones within the park for recreation and conservation, which can be used to deliver guided eco-tours that will introduce the tourists with the Dreaming Stories and natural beauty of the park. Besides that a number of peripheral services can be offered such as photography exhibition, publication of Dreaming Story books, bird-watching session and so on. However, a current proposal of constructing a highway along the
References: Australia Government, 2008, Dreaming, retrieved 10 February 2013, . CCWA, 2013, Say No to Roe! Retrieved 11 February 2013, . Census QuickStats, 2011, All Peope- Usual Residents, Cockburn, Retrieved 12 February 2013, . Chase, RB and Hayes, RH, 1991, Beefing up Operations in Service Firms, Sloan Management Review, vol. 33, no. 1, pp. 17. Dooley, B, Bowra, T, Blood, A, Davis, I and Murray, R, 2001, Beeliar Regional Park Draft Management Plan 2001-2011. Fullard, D, 2013, Bushfire in Beeliar, CNN iReport, Retrieved 11 February 2013, Johnson, B, 2012, Planting Trees for Sustainability, Murdoch Independent, Retrieved 11 February 2013, . Newsome, D, Moore, SA and Dowling, RK, 2002, Natural Area Tourism: Ecology, Impacts and Management, Channel View Publications. Map of the Management Zones within Beeliar Regional Park, source: Beeliar Regional Park, Final Management Plan, 2006.