FIELD TRIP DETAILS: A field trip to Dreamworld


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2222HSL – Hotel Distribution and Sales (T1, 2017)
Weight: This assessment item is worth 35% of your final grade for this course.
Length: Maximum 1,500 words +/- 10% (excluding figures and tables, but including
references). See further guidance and details below. No appendix permitted and no Table of
Content required.
Presentation: 12-point font Arial or Times New Roman. 1.5 line spacing.
Submission: Submit via TurnItIn on the course website. Please check your draft written report for
originality prior to submitting a final version.
Grading: The report will be marked out of 50 and in accordance to the marking criteria available
on the course website.
This course focuses on assessing student’s written communication (for Assurance of Learning
purposes for the Program) and therefore the markers will pay particular attention to the writing style
and clarity and the student’s ability to express ideas in a clear, compelling and insightful manner in
the report.
A field trip to Dreamworld will be conducted on Thursday 6th April in Week 6. Students will visit the
theme park and Dreamworld staff will give a presentation on marketing and operations at the
theme park.
IMPORTANT: Student must pay for their Dreamworld ticket and return their medical form to
their tutor by 5pm on Friday 17th March (Week 3) to access the discounted field trip ticket
price. The ticket is valid for 12 months. If you are unwell or absent on the day of the field trip, then
you can use your ticket to enter the park and conduct your analysis on another day this trimester.
Please notify your tutor if you are absent or unable to attend this field trip.
If students don’t make payment by the 17th March, they will have to purchase their ticket directly
from Dreamworld but can still attend the excursion on the same day as the class. Further details
about this field trip will be provided in class and on the course website.
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Dreamworld’s management team are seeking your advice and recommendations on the customer
experience at the theme park and ways to boost their ticket sales.
They would like you to analyse the current marketing situation facing Dreamworld and assess the
theme park’s success at delivering a customer experience that supports the image of Dreamworld.
They would like your recommendations for improvements to the guest experience and sales
tactics. In particular, Dreamworld management are seeking your analysis and recommendations
on one of the four main attraction areas in the park. You can choose from:
Tiger Island
ABC Kids World
Dreamworks Experience
Remember to select only one area on the list above for this report.
Students can work together to analyse the attraction during the fieldtrip, however each student
must individually prepare and submit their report.
IMPORTANT!!!! You should justify your analysis and recommendations using academic
resources, applying the theories and concepts we have covered in the lectures, tutorials and
reading material for this course.
There are five parts to this report:
Part A – Introduction and Business Environment Analysis (approx. 250 words)
Describe the current operating environment of Dreamworld. Briefly discuss major environmental
trends, opportunities and challenges facing this business that affect ticket sales.
Part B – Site Analysis: Delivering on the Dream (approx. 500 words)
On your visit to Dreamworld, look around the attraction area you have selected at the physical
facilities and the atmosphere. Things you should look at include: the exterior appearance,
cleanliness, employees, atmosphere and signage. Consider the core, supporting, facilitating
and augmented product offerings. Does the physical appearance support the image of
Dreamworld or communicate that image to prospective and existing customers? Who is the
target market this area of the park? How does this guest experience align with the target
market? Explain your answer.
Include at least THREE photographic images from your visit to Dreamworld to illustrate
your points in your report. Please ensure at least one of the images has you in it and
shows you at the park.
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Part C – Sales Promotional Tactic (approx. 500 words)
Having identified a target market for your selected area, recommend the most appropriate sales
promotional tool that Dreamworld could use to target that market segment. Your options
Print, outdoor or broadcast advertising sales promotion;
Online or social media sales promotion;
Personal selling to generate sales;
Competition or coupons;
Point-of-purchase promotion;
Publicity activity to generate sales;
A direct marketing campaign.
Remember that advertising says “buy our product”. Sales promotions say “buy it now.”
Select one (only) of these tactics.
Explain how Dreamworld’s sales team could use that tactic to sell the Dreamworld experience
and, in particular, your selected attraction, to the target market you identified in Section B.
Determine a communication objective, design the message, select the communication channel
and the message source. Explain how you could evaluate the results (that is, the sales effect).
Part D –Recommendations (approx. 100 words)
In dot point format, provide three recommendations to management on aspects of the guest
experience, sales and marketing that could be improved.
Part E – References (approx. 150 words, references are included in the word count).
Provide a minimum of five (5) academic references within your report. Academic references in
academic journal articles, research books and textbooks.
You may also wish to cite non-academic sources (such as newspaper articles, industry reports,
business websites). There is no minimum or maximum limit on these references.
Direct quote citation example:
S. Williamson (personal communication, April 6, 2017) said, “One of the key target markets for
Dreamworld are tweens, that is children aged 10 to 12 years.”
In-text citation example:
One of the key target markets for Dreamworld at tweens, that is, children aged 10 to 12 years
(S. Williamson, personal communication, April 6, 2017).
These references do not appear in the reference list. Please only cite them in the text.
If you have any further questions, please contact your tutor.


Field Trip Report – Dreamworld’s Corroboree

The amusement parks and leisure industry in Australia has experienced rapid growth over the last few years. The growth in the industry is influenced by a number of factors including real household discretionary income growth as well as growth in domestic and international tourist visitor nights. Business in the industry also offer discounts in a bid to attract new customers and encourage repeat customers.  This has reduced profit margins in the industry. According to IBIS World market research, the industry grew by an aggregate of 2.0% from 2012 to 2017. Overall, there are about 903 businesses operating in the industry, providing a total employment of 5,068 employees. The industry is highly segment with half of the market controlled by four largest companies. Dreamworld, Movie World, Sea World, and Wet’n’Wild shared more than 51.4% of the industrial revenues in 2016, although they have only 23.2% of the total industrial