REDESIGNING A THEMED RESTAURANT FOR LOCAL TOURISM (Research Paper Sample)

REDESIGNING A THEMED RESTAURANT
Student
Institution
Introduction
Tourism experience is an interesting process which requires a dynamic approach in the creation of service facilities (Lane, 2007). This project is aimed at redesigning a themed restaurant which will be created to offer quality and memorable moments to all visitors. The proposed restaurant will be located in Sydney city, which is a tourist destination centre in Australia. Sydney is rich in scenery, and it is adjacent to Bondi Beach, and therefore making it an attractive place for visitors both domestic and international. Sydney is an active harbour for business, and this is mainly because of the increased number of local and international tourists visiting the city. Throughout 2018, the city reported to have received 10.67 million domestic visitors while international visitors were 4.05 million. According to eating Out in Australia 2017, there are approximately 22,000 restaurants in Australia. The report further projects that local households spend a total of 45 billion dollars annually in eating out (Rate, Moutinho, & Ballantyne, 2018). This implies that restaurants are lucrative business ventures, especially for those that are designed to stand out in quality of service offered.
The proposed restaurant will be a centre for the whole family. It will be redesigned to accommodate men, women, and children regardless of their racial or ethnic backgrounds. Restaurants are favourite eat out spots for individuals on transit as well as explorers. Excursionists and tourists make their ways to various restaurants for re-energizing and engaging in different leisure activities (Plog, 1991). This implies that these groups are in continuous pursuit of quality accommodation services. Restaurants should be created to enhance leisure, business, and recreation activities (Page and Connell, 2010). Moreover, other travellers will be targeted in the design and development of this restaurant. They include commuters, nomads, diplomats, and transit passengers.
The current structure of the restaurants can be described to be “average.” This implies that most restaurants are created to offer services without regard to the experience which should offered to customers. There lacks personalized services which individuals are able to enjoy the luxury of home, away from their home (Pearce, 2005). The proposed restaurant is to enhance its customer experience through the use of sensory information. Visitors will have the opportunity to see incredible interior designs, have a sensation of comfort and relaxation. Guests will have a luxury to get personalized services and therefore be able to eat freshly cooked healthy foods. Optional lifetime experiences will include an optional package for tourists to prepare their unique recipes. This is a new service which will odder a private space for willing guests to cook according to their needs (Page & Connell, 2010). This will be a memorable experience, especially for tourists that love cooking as a leisure activity.
Market Segments
Market segmentation is described as the process of dividing the visitor market into unique groups that are presumed to be relatively homogeneous in terms of characteristics, behaviour, and their needs (McCleary, Weaver, and Lan, 1994). It is an important method that is used to develop a business so as to suit the specific market needs. Market segmentation results in a focused business which delivers outstanding quality in service. Restaurant business relies on the process of market segmentation in order to identify the operation structures. According to Food Service Australia, 99% of the restaurants have segmented their markets. Segmentation usually has three main steps that include dividing, differentiate, and describing a particular group. Three segmentation methods will be used, and they include demographic, behavioural, and geographic segmentation.
Demographic segmentation
This is the most common method of classifying consumers. In terms of gender, the restaurant will be aimed to serve both males and females. It is best presented as a unisex restaurant as restaurant services are on demand by all family members. The interior decors, designs, and the services offered will accommodate men and women.
Age is an important classification for customers. Different age groups have varying tastes and preferences. In consideration of this, the restaurant will be structured to offer services to adults above 18 years. These are adults that understand what they want and therefore making it easy to serve them (McIntyre & Pigram, 1992). However, as a family destination, there is a possibility that tourists coming to the restaurant are accompanied by their children. Travel and Tourism Statistics indicate that the proportion of tourists in company of children is estimated to be 33%. Such visitors are highly welcomed, and that is why there will be a special area offering adequate privacy for family gathering.
The restaurant will attract middle income earners. This has been identified as the majority group of visitors in Sydney (Morrison, Hsieh, & O'leary, 1994). Therefore, the pricing will be tailored for this group of people. There will be no discrimination with regard to education level and occupation. Race and ethnicity classifications have not been implemented as the restaurant is set to be an international tourist destination, and therefore it is not convenient to limit the ethnic groups visiting it.
Behavioural Segmentation
This is a method of consumer grouping which classifies individuals based on their interests and relationships with the product in question. In this some of the key issues to consider include the distance travelled, destination travel patterns, repeat visitation, and product use. In this, the restaurant is mainly intended to offer services to long distance travellers (Ring, Tkaczynski, & Dolnicar, 2016). These are tourists expected to spend a night or more. Such groups are in need of accommodation services where they are able to have first-class eating out experiences in addition to other activities available.
Geographic segmentation
Geographically, it has been established that most of the tourists to Sydney come from Asia, America, and Europe. It has been identified that these groups are highly sociable, adventurous, and ready to try staged experiences (Sammons, Moreo, Benson, & Demicco, 1999). In addition to the exploration of new recipes in the new destination, these groups are also interested in having their local recipes when they are away from their native countries. Therefore, they will have a luxury to prepare traditional foods while staying at the restaurant. Moreover, domestic tourists are highly targeted in this. It is because the proportion of domestic visitors is higher than international guests. They also seen quality and satisfaction in the restaurants where they have food.
Visitor Motives
A motive is described as an unobservable inner pushes or compels an individual to satisfy a want. Tourists and excursionists all have different motives which offers an explanation for the different behavioural patterns. In consideration of the different segments captured, there are different motives for the expected customers.
The first motive for travellers will be to eat and satisfy their hunger. As tourists on transit, food is an important source of luxury and relation. It is in this response that visitors will be flocking in to have a variety of healthy dishes. It is established that 70% of travellers demand fast-food services. Those on transit will tend to require readily available foods, unlike the fast-foods, which are unhealthy due to excessive fats and sugars used in there preparation. The other important motive is to have a cool place to relax and rethink about life experiences. These are overnight visitors or those on holiday trips. There greatest desire is to have freshly prepared food, and that is why food will be prepared after ordering. Those that need to prepare their unique recipes will be offered with fully equipped kitchen where they can complete their cooking. Such areas will be designed to be self-contained, and therefore allowing guests to enjoy privacy and autonomy in the way they interact.
Maslow’s Hierarchy can be used to best describe the experiences of tourists. In the update version, battery and Wi-Fi are important needs that should be considered. The facility will therefore be designed to have a variety of power sockets for charging phones and a free Wi-Fi. This is recommended because it is a highly connected society where individuals need to remain connected through social platforms. A study by Jessica Wickey from the University of Central Florida established that 85% of modern travellers were more interested in facilities such as charging points and Wi-Fi in restaurants. The middle class are the central target market segments. According to the characterization of the theory, these are individuals that have attained physiological needs and safety. They are more interested in showing love and establishing self-esteem. Therefore, the restaurant should allow them to experience shared love and have active and resourceful conversations (Solomon, Russell-Bennett, & Previte, 2010).
Market positioning is critical for the success of the restaurant. In this, it is best recommended to have competitive pricing strategy as an approach to entering the market. This will allow the restaurant to offer superiors services and enhancing services compared to those by competitors (Tkaczynski & Rundle-Thiele, 2019). Specifically, the pricing will be affordable, even though premium services will be offe...