2. Vision and
mission
The vision of the Nadi
tourism business is
mentioned as follows-
“The tourism industry is
a key driver of both
innovative ideas and
long-term economic
progress.”
The mission statement of
this tourism business is
stated below-
“Develop one-of-a-kind
tourist attractions that
will turn Fiji's beautiful
terrain, the skills of its
people, and its thriving
culture into chances to
improve the country's
overall economic
infrastructure.”
3. Needs
Statement
• It is estimated that tourism accounts for around 34 percent of
Fiji's GDP as well as 26.3 percent of the country's employed
population (Puriri and McIntosh, 2019).
• As a vital engine of economic activity, this percentage is
greater than the median of 33 percent in certain other "Pacific
island" nations. Therefore, focusing on the development of
Nadi tourism business is important for Fiji’s future.
4. Goals and Objectives
• Short-term goals
• Completing the business development
project within 1.5 years
• Completing the project within 70
million dollars
• Offering 8% economic growth of Fiji
• Long-term goals
• Increasing the visitor retention rate
by 20% from both international and
national level
• Enhancing national GDP and
offering other industries financial
support
• Being one of the top tourism
business across Fiji and other south
pacific ocean countries
5. Measurements of success
There are
several ways
from which Nadi
tourism business
development
members can the
success rate in
an effective and
credible way, as
the areas of
measurements
are mentioned as
follows-
Customer retention rate
Return on investments
Contribution to the national GDP growth
Duration of consumer’s stay
Customers’ feedback
6. Objectives
To enhancing both social community and economic
structure of Fiji
To contributing to the growth of national GDP of Fiji
To being at the top 3 tourism business company list
across the south pacific ocean regions
To attracting people from all over the globe in terms
of offering the experience of Fiji’s cultural and
environmental beauty
7. Products and
services
• All commodities and experiences that are supplied
mainly to visitors in the place in which they are
attending are considered tourism goods.
• This includes things such as lodgings, restaurants,
fishing expeditions, shooting excursions, northern
lights tours, observation trips, galleries, cultural sites,
as well as arts and crafts. shops, and even Indigenous
cultural interactions.
• “Rural tourism, gastronomy and wine tourism,
mountain tourism, urban tourism", or different tourist
attraction, and shopping tourism may all be regarded
to be the primary offerings of the tourist industry in
Nadi (Zhao et al. 2021).
8. Current challenges
• Taxation, travel marketing, troubles with infrastructure, concerns about security, and
restrictions around crossing borders are some of the major obstacles that face the tourist
industry.
• There are far too many tourist places that are not ready for their guests. On the contrary
hand, among the difficulties that are being faced by the tourist and hospitality business is a
lack of workers and people with the necessary abilities (Cunha et al. 2020).
9. Target Market
• For Nadi tourism business, the
main target audiences’ middle
class, upper middle class and the
high class people of the society
will be considered. The people
that contain a average income
can also comes under the line of
Nadi tourism businesses’ target
audience (Sobaih et al. 2021).
10. SWOT
Analysis
Strengths
Cultural heritage
Local festivals
Safe environment
Accommodation facilities
Diverse culture
Travelling convenience
Weaknesses
Lower level of innovation
Lower level of management
skills
Lower level of service quality
Opportunities
Huge range of alternative
products
Environmentally friendly
destinations
Economical services
Online marketing
Threats
Pandemic situation of COVID-19
Huge level of competition
Limited level of professional institutions
Visa restriction
Government rules and regulations
11. • For advertising and marketing for the Nadi
tourism business, both offline and online
business platforms will be utilized in terms of
reaching out for more and more potential
consumers. In an addition to this, social media
platforms, e-mails, letters, press conferences,
and leaflets will be spread among the
customer base (Labanauskaitė et al. 2020).
Marketing Plan and
Strategy
13. Budget
Summary
Areas of investments Amount (in
million)
Human resource management 5 million
Distributors, engineers, developers,
transporters
20 million
Overall operational areas 30 million
Technological implementation 5 million
Food and beverages 10 million
Conferences, and events for advertising 5 million
Overall cost of developing the tourism
business in Nadi
75 million
dollars
14. Funding Needs
• As the overall budget of this project has
estimated as the amount of 75 million dollars,
therefore, getting helps from the administrative
government, huge business sharks of Fiji, little
help from the local community members and
approaching international investors would be
beneficial in terms of the development of Nadi
tourism business.
15. Future Funded Plans
and impact
• P2P (peer-to-peer) lending and investment institutions
are two of the most intriguing approaches. Such novel
methods of funding provide Nadi's tourism industry an
accessible and inexpensive opportunity to solicit funds
from the general population. Capital may also be
raised via a company's retained profits, loan capital, or
equity financing. Through not paying out dividends
but instead reinvesting revenues, corporations may
avoid debt while giving shareholders a chance to
benefit from rising profits (Aquino et al. 2018).
16. Reference
list
• Aquino, R.S., Lück, M. and Schänzel, H.A., 2018. A conceptual framework of tourism social
entrepreneurship for sustainable community development. Journal of Hospitality and Tourism Management,
37, pp.23-32.
https://openrepository.aut.ac.nz/bitstream/handle/10292/11860/AquinoRS%20L%C3%BCckM%20Sch%C3
%A4nzelHA%20(2018)%20A%20conceptual%20framework%20of%20TSE%20for%20SCD_JHTM.pdf?s
equence=2
• Cunha, C., Kastenholz, E. and Carneiro, M.J., 2020. Entrepreneurs in rural tourism: Do lifestyle
motivations contribute to management practices that enhance sustainable entrepreneurial ecosystems?.
Journal of hospitality and tourism management, 44, pp.215-226.
https://www.sciencedirect.com/science/article/pii/S1447677020301601.
• Labanauskaitė, D., Fiore, M. and Stašys, R., 2020. Use of E-marketing tools as communication
management in the tourism industry. Tourism Management Perspectives, 34, p.100652.
https://www.sciencedirect.com/science/article/pii/S2211973620300192.
• Nguyen, V.K., Pyke, J., Gamage, A., De Lacy, T. and Lindsay-Smith, G., 2022. Factors influencing business
recovery from compound disasters: Evidence from Australian micro and small tourism businesses. Journal
of Hospitality and Tourism Management, 53, pp.1-9.
https://www.sciencedirect.com/science/article/pii/S1447677022001504
• Puriri, A. and McIntosh, A., 2019. A cultural framework for Māori tourism: values and processes of a
Whānau tourism business development. Journal of the Royal Society of New Zealand, 49(sup1), pp.89-103.
https://www.tandfonline.com/doi/pdf/10.1080/03036758.2019.1656260.
• Sobaih, A.E.E., Elshaer, I., Hasanein, A.M. and Abdelaziz, A.S., 2021. Responses to COVID-19: The role of
performance in the relationship between small hospitality enterprises’ resilience and sustainable tourism
development. International Journal of Hospitality Management, 94, p.102824.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8586795/.
• Zhao, J., Xue, F., Khan, S. and Khatib, S.F., 2021. Consumer behaviour analysis for business development.
Aggression and Violent Behavior, p.101591.
https://www.sciencedirect.com/science/article/pii/S1359178921000458.
Editor's Notes
Since considering how to evaluate the requirements for the expansion of the tourist industry in Nadi, it is important to keep in mind that tourism is the primary source of income for Fiji, accounting for around 38 percent of the country's gross domestic product. Over 118,000 employment are supported by the industry, and their expenditure helps local distribution networks in a variety of sectors, spanning agribusiness, engineering and construction, entertainment industry, and much more.
On this note, tourist goods, which can be thought of as a bundle of programs, services, and advantages that make up the whole of the tourism experience, greater quality of services provided to visitors, and inexpensive price lists are all things that can be regarded in this sector. This package includes a variety of items, such as destination landmarks, destination accommodations, conveyance, food and drinks, guesthouses and restaurants, high-tech devices, a variety of accessibility options, pictures, and a price tag.
This has been primarily made more difficult by the appearance of brand-new technology and trends, both of which need to be pleased and catered to. In addition to this, important problems that may be faced by the designers of the Nadi tourist industry include internationalization, taxes, government regulations and laws, ensuring the protection and safety of visitors, as well as travel.
The Nadi tourism businesses may interact with various types of audiences at different points in the trip planning process thanks to efficient in terms of targeted advertising, such as frequent fliers, families, groups of friends, especially international jetsetters.
However, TV channels, newspapers will also be conducted in terms of spreading proper information and knowledge about the Nadi tourism to the customers across the globe. Apart from branding a critical marketing analysis will also be performed in terms of getting a critical overview about the market trends, demands, and consumer preferences as well.
For the overall development of the Nadi tourism business, the approximately budget can be estimated as 70 million dollars as this amount can be increased or decreased according to the need and preferences. Though, for additional expenses such as implementing major technologies or conducting smart gadgets at the tourism destinations, additional 5 million dollars need to be allocated at the stating point which can be measured as 75 million dollars for this project (Nguyen et al. 2022).
The Nadi tourist company also has to obtain financial financing via bond offerings and bank loans. In addition, the TFCI offers funding for any kind of improvement, addition, or renewal of the tourist industry's infrastructure, amenities, and services. Bank loans, Small Business Administration loan repayments, commercial real-estate and the lines of credit, technology loans, bridge loans, and fractional reserve loans may all be used to fund a hotel. Both conventional banks and non-bank financial institutions provide these sorts of loans.
