• Subject Name : Management

Responsible Nature-Based Tourism


Business Overview:

Rotorua Canopy tours.

Skyline restaurant

Promotional Activities:

Industry networks:

Similarities and differences of promotional activities.

Recommendations for both businesses.

Business Overview

Rotorua Canopy Tours

 Rotorua canopy tours was opened in August 2012. It is a tourism company is stationed in New Zealand. Its products and services include unique award-winning eco-tours experience like Jungle surfing, Jungle adventures day and night walk, zipline, guided day walks which show-off the flora and fauna to the tourists who come from all over the world. Furthermore, the 3.5-hour ultimate canopy tour is even (Rotorua Canopy Tours, 2020). The company caters to both domestic and international markets in Australia. The domestic market of Sydney, Brisbane, and Melbourne are catered by the firm, and tourists from all age groups, males, females, and children enjoy the canopy tours (TPDD, 2016).

Skyline Restaurant

 It is located just minutes from Rotorua’s city center, high side on the mountain Ngongotaha. The Gondola will carry you 487 meters above sea level to a stunning environment. They put forth services in the form of the best musical talent with a combination of fresh local produce, South Australian wine, and amazing views of the beautiful Adelaide. The skyline restaurant also provides a large number of options like private dining rooms or celebrations, cocktail parties, and many more. Their menu consists of local produce which keeps changing as per changing seasons and taste preferences of visitors. The restaurant serves all the nearby geographical regions of New Zealand. Its target customers consist of all age groups and generally couples (Skylineluge, 2020).

Promotional Activities

Rotorua canopy tours: They undertake sales promotion and advertising of their night and day walks, zipline, guided tours, etc, through their company website and Facebook page as a part of social media advertising to reach the masses of customers in a fraction of a second on a 24/7 basis and attract tourists for adventurous activities by putting the images and videos depicting the beauty of the Daintree rainforest and how fun their jungle surfing activities are. They constantly post on Facebook during different seasons inviting visitors to experience their services and enjoy the adventurous tours. For example, they posted during COVID-19 of their unavailability and apologized to their customers, also posted about their surreal view of the tropics enticing guests to go visit them (Facebook, 2019). Seasonal discounts are also offered from time to time to attract middle-level consumers.

Skyline Restaurant: Skyline restaurant situated in New Zealand makes use of the internet as its main source of sales promotion and marketing activities. Customer reviews and star ratings of the restaurant are placed on most of the dining booking and restaurant suggestion sites, positive reviews about its ambiance, freshly produced food attracting customers in large quantities to the fine-dine restaurant. It has also placed its menu on the sightseeing and recreation sites of New Zealand tourism to entice people for having the best food with excellent views of the beautiful city. It also posts pictures and videos on youtube for social media marketing itself among the tourists and other target market audiences. Word of mouth plays a good role in getting prospective customers to the restaurant location (the fork, 2020).

Industry Networks

Rotorua Canopy Tours: The Company has networked with travel and tourism, sightseeing recommendation sites such as trip advisor. Trip Advisor is an online booking site which has access to a huge amount of traffic on their website and is known for recommending and making available of online booking services for the Rotorua canopy tours. The trip advisor presents a complete overview of the adventurous tours and activities available at the Rotorua canopy tours and also presents customer reviews of the experience. It also has put some videos showing the zipline, night walk, day walk, and guided tours like fun activities portraying the beautiful views of the rainforest and its surreal tropical location (Tripadvisor, 2020)

The skyline restaurant came up with the idea of utilizing the beautiful location of the forest of Australia and converted it into a sight-seeing spot for the tourism and travel industry. The destination marketing, development, industry representation, and lobbying, product standard, membership of the canopy tor, and industry communications, each and everything are handled by the skyline enterprises(Cairns government Australia, 2011).

Skyline Restaurant

The skyline restaurant has an association and industry networks with various food and beverage regulating associations and bodies. New Zealand food and grocery council regulate and represent Australia's food, drink, and grocery manufacturing industry (Skylineluge, 2020). The New Zealand tropical foods group is one of the member organizations for the food and wine industry of New Zealand. They help promote New Zealand restaurants and connect with them and provide information about farmer markets to the Skyline restaurant for getting and securing fresh produce for preparing exquisite dishes and cuisines. New Zealand food innovation network supports and presents opportunities for innovation which the restaurants can make in their menus and ambiance to become capable to be able to attract more tourists and offer their best cuisines with awesome views and drive growth and sustainability for further expansion of the restaurant skyline New Zealand.

Similarities and Differences in Promotional Activities

The promotional activities undertaken by Rotorua canopy tours are usually through their website and Facebook pages (Rotorua Canopy Tours, 2020). They present their services and tours of zipline activity, guided walk tours, nature walk, day and night walk hamster wheel, and other adventurous activities through putting up pictures and videos of adventurous activities on the Facebook page. They can reach masses of tourist audiences by posting updates on their page with surreal tropical locations and activities which are operational in each season.

On the other hand, the skyline restaurant situated in Rotorua makes use of its website for putting up an exquisite cuisine menu and dishes along with ambiance offering views of beautiful similar to the way canopy tours do. However, unlike the canopy tours using social media pages for promotion and marketing of their company and its services, the skyline restaurant catches the attention of the public and target customers by placing itself on reliable, heavy-traffic travel and tourism, restaurant recommendation sites like a trip advisor to present good customer views and star rating to the customers, enticing them to visit the restaurant and try the dining experience the restaurant has to offer. 

The jungle surfing canopy tours also utilizes seasonal discounts as a way of sales promotion to entice summer-weary customers and middle-class segment to come and visit their tours and get an adventurous, full of thrill experience at the redwood forest. However, the restaurant makes good use of reviews and word of mouth recommendations to get more and more customers to try and experience its luxurious restaurant with aesthetic views and the best-made food options produced from freshly generated produce in New Zealand (Senarathna, 2017).

Recommendations for Both Businesses

Rotorua canopy tours:

  1. Digital marketing: in the era of technology taking over the world by storm, with more and more customers booking tours and experiences online, it is essential for every tourism company to have a digital marketing strategy in place. This includes using the company website in a better way to state and presents all the experiences and tours offered by the company, placing online advertisements on popular sites and social media platforms with access to huge traffic. Engaging customers and communities on social media platforms like Facebook, Instagram where influencers promote your business and its activities. Publishing e-newsletters on the company website and improving the keyword for search engine optimization which shows the company on the top in the search results for best tours and sight-seeing services (Queensland government, 2020).
  2. Email marketing: Email marketing is found to be driving more sales leads generation for the tourism firms, even more than social media marketing and search results. You can track your target audience by checking your website traffic and draft emails to customers regularly with the description of facilities and tour experiences offered along with some pictures and videos of the Redwood rainforest where the company is operating. It can also update customers constantly by providing information on seasonal activities and discounts which may be offered by the canopy tour (Onq marketing, 2019).

Skyline Restaurant:

  1. Foodie photos: The best way to promote the restaurant business online, is by putting up drool-worthy pictures of food on Instagram pages and other social media sites like Facebook. Create commendable visual content by hiring photographers to capture every dish in its true sense and the ambiance reflecting comfort and luxury. Something appealing to the eyes on popular social media platforms will catch the attention of masses of target customers (Marrs, 2020).
  2. Have a sleek, functional online menu in place: Most of the consumers generally search for restaurants ad their popular dishes before choosing where to eat out. Publish a scramble-free easy to understand the menu, which lists some of your best cuisines and mention the freshly produced ingredients used to make them, attracting customers to the restaurant (Marrs, 2020).
  3. Offer discounts and coupons: offering seasonal discounts and coupons brings customers running to your restaurant. Offer discounts and coupons to regular customers, thereby retaining the loyal ones and offer discounts unexpectedly and spread the word to get the attention of target customers driving them to try your exquisite dining experience (Marrs, 2020).

References for Rotorua Canopy Tours Analysis

Marrs, M. (2020). 25 restaurant marketing idea: How to market a restaurant. Retrieved from https://www.wordstream.com/blog/ws/2015/01/14/restaurant-marketing

Onq marketing. (2019). Marketing ideas for your tour company. Retrieved from https://www.onqmarketing.com.au/marketing-ideas-for-travel-agency-business/

Queens government. (2020). Food and beverage industry associations. Retrieved from https://www.business.qld.gov.au/industries/hospitality-tourism-sport/food/industry-associations

Rotorua Canopy Tours | Trade and media story ideas. Rotorua Canopy Tours. (2020). Retrieved 6 September 2020, from https://www.canopytours.co.nz/trade-media/word-count-summaries-media-centre/.

Senarathna, D. R. (2017). Responsible nature-based tourism: Rotorua Canopy Tours in the Dansey Road Scenic Reserve in New Zealand; a critical review (Doctoral dissertation, University of Waikato).

Skyline Luge Rotorua | New Zealand | The world's first Luge. Skylineluge.com. (2020). Retrieved 6 September 2020, from https://www.skylineluge.com/en/rotorua/.

The fork. (2020). Skyline restaurant Adelaide. Retrieved from https://www.thefork.com.au/restaurant/skyline-restaurant-r530019

TPDD. (2016). Annual report 2015-16. Retrieved from https://douglas.qld.gov.au/download/council_meetings/meeting_agendas/5.3-TPDD-Annual-Report-2015-2016.pdf

Tripadvisor. (2020). Jungle surfing canopy tours. Retrieved from https://www.tripadvisor.in/Attraction_Review-g499639-d622348-Reviews-Jungle_Surfing_Canopy_Tours-Cape_Tribulation_Daintree_Region_Queensland.html

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