Five-Year Tourism Plan: Leeuwin
Below is an extract from the five-year management plan students compiled for the Leeuwin, Western Australia.
For further reading, the complete report can be downloaded below.
Executive Summary
This plan provides an analysis and evaluation of the current tourism practices at the Leeuwin Ocean Adventure Foundation (LOAF) through a 5-year strategic tourism plan to assess problem areas. Methods of research include reviews of current tourism literature, journal articles, tourism websites and formal discussions with the LOAF. Other information was gathered from the current strategic position paper and financial statements provided on behalf of the LOAF; key sections are located in the appendices.
The plan finds the prospects of the company in its current tourism position are not positive. The major areas of weaknesses require further investigation and remedial action by management. Recommendations discussed include improving the marketing opportunities through new advertising mediums, improving web page design, working on product distribution by establishing the product, producing a new brochure and liaising with travel agencies. Further recommendations include applying for an Eco-tourism accreditation while increasing the number and quality of one-day sails. The LOAF should also try to enhance the number of sponsors and strategic partnerships. A timeline of when to implement the strategies is included in the report.
This plan also investigates the fact that the analysis conducted has limitations. Some of the limitations include the one semester time constraint, lack of access to the actual vessel, minimal financial information and budget Issues. This report aims to provide the Leeuwin Ocean Adventure Foundation with a 5-year strategic tourism plan, which if properly implemented, has the potential to increase tourism aboard the Leeuwin.
+ view the report (pdf format)
Project team:
Vilma Cabrera
Jess Channing
David Christmass
Nesci Grabe
Mariko Grose
