Category 4: SPECIALISED TOURISM SERVICES
This category recognises the outstanding delivery of specialised tourism services that enhance the visitor experience and integrate with other tourism products. This category is open – but not limited to - service providers, souvenir retailers, art galleries and shopping precincts.
- The numbers after each sub-question refer to the judges’ weighting.
- Important reminders:
- Entrants must ensure their answers refer specifically to the product and category they are entering.
- Entrants are encouraged to answer questions to highlight participation in tourism-related accreditation programs.
- Consider across all questions innovations that have taken place to improve your visitor experience, infrastructure development, new marketing ideas or sales activities. Innovations do not include routine maintenance and repairs.
Tip for all questions:
- Prior to using an acronym, please state phrase or name in full, followed by the acronym in brackets.
Question 1. Tourism Excellence (20 points)
a) Demonstrate your eligibility for this category as related to the descriptor above and provide a brief overview on the nature and history of the business.(10)
b) What tourism products, experiences and services do you offer visitors? (10)
Part a) Take care to ensure you have entered the right category and that your response aligns to the category descriptor. Failure to demonstrate your eligibility will be reflected in your score. Refer to the ABOUT US section of your website as this may assist with this response. Judges will want to know how and when the business started, who works in the business, where it is located and how it has developed over the years. A map will be helpful here.
Part b) The focus of this question is tourism
Retailing entrants should demonstrate excellence in tourism retailing, with an emphasis on Australian-made products that enhance the tourism experience and outline what other value-added services or facilities you offer e.g. tourism information.
Question 2. Business Planning (20 points)
a) Provide an overview of the key features of your business plan including goals, strategies and outcomes. (11)
b) Describe the main risks for your specialised tourism business and the risk mitigation measures you have implemented. (9)
Part a) Introduce this section with your mission and/or vision statement. A 3-column table would be useful here to display the information. Make sure you use measurable goals and outcomes.
Part b) Consider all aspects of business risk not just workplace health and safety.
Question 3. Marketing (20 points)
a) What are your unique selling points and demonstrate how you communicate these to your target markets? (10)
b) Describe the innovative marketing strategies you have implemented to encourage new and/or repeat business and demonstrate the success of these initiatives. (10)
Part a) What makes you different from your competitors? Consider for example; size, location, exclusivity, services, facilities. What methods do you use to communicate these to your target markets?
Part b) What have you done differently to attract your customers? Consider for example; social media, digital advertising, apps. The response needs to focus on innovative approaches to marketing. Remember to also answer the second part of the question and expand on how these new activities have been successful.
Question 4. Customer Service (20 points)
a) Describe how you measure customer satisfaction and identify areas for improvement.(10)
b) What processes do you have in place to respond to customer complaints? (10)
Part a) What processes do you have in place to understand how your customer feels about your product service? For example; feedback forms, monitoring social media, blogs, mystery shoppers etc. Consider providing a case study/example where you have implemented a change based on customer feedback.
Part b) Consider how you receive feedback for example telephone, email or User Generated Content such as blogs and TripAdvisor. Explain how you respond to each of these different communication channels.
Question 5. Sustainability (20 points)
a) Demonstrate how your business contributes to the local economy. (9)
b) Describe how your business cares for the local environment. (11)
Part a) Explain how your business financially contributes to the local economy in your region. For example; local purchasing, employing locals etc.
Part b) Explain your commitment to environmental sustainability and detail the activities you conduct in relation to conserving and measuring water, waste management and energy