Portfolio 1005HSL PEOPLE AND PLACES IN THE SERVICE INDUSTRIES ANDREA JUNG

Transcription

1 2017 Portfolio 1005HSL PEOPLE AND PLACES IN THE SERVICE INDUSTRIES ANDREA JUNG

2 Table of Contents 1. A Spatial Analysis 1.1 Geographic Location Landscape Characteristics Precinct History An Accessibility Analysis 2.1 External Access Internal Access Accessibility differences A Servicescape Analysis 3.1 Sense of Place Typical Visitor Market A Design Evaluation 4.1 Design Principles References

3 Introduction The purpose of this report is to familiarise with the place Q1. The report is composed with four big parts which concludes a spatial analysis of the place, an accessibility of the place, a servicescape analysis of the place and a design evaluation of the place. 1. A Spatial Analysis of Q1(Abbreviation of Queensland Number One) 1.1 Geographic Location Q1 resort and spa is a hotel including one of the tourism and hospitality venue and it is the tallest building in Gold Coast which is located at 9 Hamilton Ave, Surfers Paradise QLD The operating hours of Q1 is that people can book the hotel any time and other facilities in Q1 resort such as spa and skypoint observation have the operating hours which are 9am-7:30pm for all 7 days. There is an official website for the customers, This website provides an additional information about the place. Following the figure 1, Q1 has a micro scale to main street which is called, Cavill Avenue. It only takes 7 minute by walking. In addition, by looking at the figure 2 City of Brisbane is located on northwest area from Gold Coast and it take about 1 hour or 1 hour and a half to go by a car. It has a meso scale from Gold Coast to Brisbane CBD area. Figure 1. micro scale between Q1 and main street 2

4 Figure 2. Meso scale from GC to Brisbane 1.2 Landscape Characteristics Within a 5 to 10 kilometres radius of the resort, there are a lot of ecological places where is experiencing the natural environments such as marine areas, park land, green spaces and waterways. It is including a mixed-residential commercial and they are located nearby the marine areas or along the Gold Coast highway. In addition, the main street, Cavill Avenue is nearby the resort and people have fun in that place. Figure 3 shows what there are within 5 to 10 kilometres radius of the resort. There is also a number of accommodation venues as known as a great tourism venue. Both south and north direction of the resort along the Gold Coast Highway, there are some commercial places such as hotels, restaurants and bars. 3

5 Figure 3. View of Q1 on Google earth 1.3 Precinct Cavill Avenue Mall shopping precinct is the nearest precinct from the resort and it is in about 7-10 minutes by walking. Cavill Avenue is the best place to show the local core attractions because it is a centre commercial area. There are a lot of places to attract the customer s attention such as shops, restaurants, nightclubs and accommodations. It is also a well-known tourism destination. However, Q1 Resort & Spa is also one of the types of precincts, which is tourism and hotel precinct. 4

6 1.4 History Q1 is not an old building and it does not have a lot of histories. First of all, the Anderson family (personal community, 2017) obtained the properties on a central Surfers Paradise site bound by the Gold Coast Highway, Clifford Street, Hamilton Avenue and Northcliffe Terrace in In 2002, they were thinking about a project that they build the world s tallest residential tower and that was an opportunity to establish Q1. Anderson family contribute for constructing the building by using their remaining properties. The official launching date was on the 28 th of June, While constructing the building, a lot of labour mobilised about 500 labours and the construction continued for 3 years. For this project, about 3000 people involved and finally, Q1 is officially opened on the 26 th of October, Since when it was built at the first, it consolidated the title of one of the tallest building in southern hemisphere and it was enough to attract people. However, the building condition of the Q1 is reported poorly such as damage and disrepair of the building. It is being stagnated and arouses visitors complaints. According to Butler s destination lifecycle (Figure 4), it accurately shows that the steps of how a number of visitors increase or not. Figure 4. Butler s destination lifecycle 5

7 2. An Accessibility Analysis of Q1 Resort and Spa 2.1 External access There are diverse ways to get to Q1 Resort and Spa such as by car, airport transfers, G:link Gold Coast light rail, public bus and train(for guests who are coming from Brisbane Airport). Q1 provides the airport transfer systems, especially for tourists and make sure they can easily access to the hotel as soon as possible. They also have three options for the airport transfer systems which are that two of them are for guests who arrive in Gold Coast (one has a VIP price and the other one has a normal price) and the other option is for guests who arrive in Brisbane Airport. For instance, Figure 5 shows how to get to Q1 from Gold Coast by using public transports. When arriving Gold Coast Airport, first of all, coming outside and going to the bus stop and take route 700, it takes 36 minutes to Remembrance Drive. After getting off the bus, walk about 5 minutes and the final destination Q1 can be found. Furthermore, it is easy to find out the infrastructures to reach the places from anywhere, all other visitors can take the tram, bus and their own cars in order to get into the place. Figure 5. How to get to Q1 by public transport 6

8 2.2 Internal Access There are two main types of visitors in Q1 Resort & Spa. It is based on the reviews from the visitors and they are family with young children and tour groups from Asian countries. First, family with young children generally have conveniencebased travel movement because they usually stay in hotel for overnight and their movement with young children is limited. Therefore, they use hotel facilities which they can play with their children such as swimming pool and spa (Khoo-Lattimore, et al.,2015). Their movement pattern is point to point and it is common for overnight stays (Shakeela s Lecture Note, week 5, 2017) The below figure 6, presents a floor plan of penthouse in level 74, this penthouse can be used family because it provides various things such as spa, pool study room and entertainment & media room, which is safe room zone for young children to play around. Figure 6. A floor plan of penthouse 7

9 Another main visitor, tour groups from Asian countries has a territorial pattern. Their language skills are limited because of that movement inside of the hotel also can be limited. Asian tour groups are more freewheeling than the family groups outside of the place and they would like to go around away from the destination rather than staying in the hotel. However, they feel unfamiliar with the new destination place and it makes them to tend to move with a tour guide. It is one of the tourism patterns and it is called, concentric exploration behaviour patterns. 2.3 Accessibility differences In Q1, there are some mobilities to access Q1. The facility signs such as toilet, elevator, lagoon pool and so on generally are seen by all the guests. The use of poster (Figure 7) let the guests can access to restaurant, spa and pool. It also engage them to enjoy the special packages in Q1. In addition, before entering Q1, the parking sign is located next to the place as people can see clearly. By looking at the Figure 8 & 9, it shows that the parking sign has a big font to discovery easily. 8

10 Figure 8. parking sign Figure 7. poster in Q1 Figure 9. location of parking area 3. A Servicesacpe Analysis of Q1 Resort & Spa 3.1 Sense of place According to Bitner s model, it shows environmental dimensions such as Ambient conditions, spatial and symbolic for the guests understanding about the tourism destination (Shakeela, 2017). One of the three components, which is including in features of servicescapes is the ambient environmental conditions. It can be 9

11 influenced on the guests feeling and impression about the hotel as they feel more relaxed when they are in a cooler space (Bitner, 1992). When the guests enter to hotel foyer, air-conditioner is activating to create a proper temperature depending on whether (such as summer or winter). It makes the guest to have a comfortable mood. In addition, interior of the hotel foyer also creates a sense of place as how the layout is like. The Figure 10 shows that by using of black and white colour for front desk, it looks simple and it makes the guest feel relaxed. Figure 11 also shows the spatial space of the hotel foyer. The huge windows, which hotel guests can see through the outside provide a wider view inside of the place and it can make them to feel like, they are in a tourism place where feel different to their own place. Furthermore, social interaction between customers and employees is great. According to the review from Trip Advisor, one of the guests said The staffs of Q1 are very friendly and welcoming, check in was super smooth. (Trip Advisor, 2017), and it reveals the satisfaction about the place from the customer. Figure 10. Front desk of Q1 10

12 Figure 11. Great view from inside of Q1 3.2 Typical Visitor Market Figure 12. Maslow s Hierarchy of needs 11

13 The typical visitor markets are family with young children, tour groups from Asian countries and young couples. The motivation of most people for travel is because of satisfaction. They usually expect a sense of satisfaction in a new tourism destination (Huang & Hsu, 2009). Moreover, in accordance with Maslow's hierarchy of needs (as shown as Figure 12), people want to build a greater love in their relationship with their families, friends and partners through the travel. First, a family with young children tend to stay in a place where is safe with their children and they also can enjoy together such as playground, swimming pool. Q1 Resort & Spa provides a diversity of facilities such as lagoon pools, spa, BBQ facilities, gym, sauna, cinema, meeting room and even sky point observation deck. Secondly, Asian tour groups aim to experience new world compared to their countries and they may achieve their new mental attitudes including confidence, self-esteem by travelling in a new country. Therefore, they should choose a hotel where they can feel the local cultures the most whether experiencing different or not. Lastly, young couples would like to find a place where they can make a strong belonging or love between their relationships. By enjoying facilities which Q1 provide, it can be a precious experience for both. Overall, reasons for that all the typical visitor markets are travelling or visiting a tourism destination is based on Maslow's hierarchy of needs. 12

14 Figure 14. Asian tour group Figure 13. A couple tourists Figure 15. Family with young children 13

15 4. A Design Evaluation of Q1 Resort & Spa 4.1 Ideal Design Principles Universal design principles consider that how people can access to a destination easily or how they design wisely by using spatial spaces such as interior design for developing environmental dimensions from now on and in the future (Null, 2014). First, the positive thing of Q1 is that there are a lot of facilities which, the guests use while they are staying in the hotel. They are diverse and it is good to attract the guests attentions in compare to other hotels. However, there are also some negative things that lack symbols signs for international guests, a bit of emptiness of atmosphere in the lobby. Therefore, designing better space for the place, there are three strategies. According to Principle 4 in Urban Design Principles (Shakeela, 2017), it is great to generate a public open space such as more playful urban spaces for many people. There are new three strategies for developing the place. First, it is good to appoint the target markets from junior to senior and make sure everyone can enjoy in the space. There are various guests from diverse countries, even local people in Q1. So that, even though they have a different cultural background and a different age group, they still can play together in one place. Second, it is similar to principle 3, which is to produce great and green streets, put some plants or trees in the lobby as an interior and it can create a sense of freshness and comfortability. Lastly, supplement of symbols or sign for foreign people will be helpful for tourists from other countries because they probably have a difficulty with their limited language. So that helping them as much as we can by providing the information with new symbols and signs. Overall, all these strategies contribute to increase tourist s satisfaction about the tourism destination and the number of visitors in Q1 Resort & 14

16 Spa. Reference lists Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), Google Earth. (2017). Estimates 28 00'33"S '52"E 8.99 Kilometres, Retrieved from: , , a, d,35y,0h,0t,0r/data=CmEaXxJZCi UweDZiOTEwNTBkOGY5ZjRiZjU6MHgyNDljMWY1NzYzNjNlZmRlGfdNqzKdATzAIb XPdMC_LWNAKh5RMSBHb2xkIENvYXN0IC0gUmVzb3J0IEFuZCBTcGEYAiAB Huang, S., & Hsu, C. H. C. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), doi: / Khoo-Lattimore, C., Prayag, G., & Cheah, B. L. (2015). Kids on board: Exploring the choice process and vacation needs of asian parents with young children in resort hotels. Journal of Hospitality Marketing & Management, 24(5), doi: / Null, R. L. (2014). Universal design: Principles and models. Boca Raton: CRC Press. Q1 Resort and Spa Gold Coast. (2017). Holiday in Australia s tallest residential tower, Retrieved from: Shakeela, A. (2017). 1005HSL People and Places in the Service Industries, Week 3 Lecture 15

17 note, Retrieved from: _1/xid _1 Shakeela, A. (2017). 1005HSL People and Places in the Service Industries, Week 4 Lecture note, Retrieved from: _1/xid _1 Shakeela, A. (2017). 1005HSL People and Places in the Service Industries, Week 5 Lecture _1/xid _1 TripAdvisor Australia. (2017). TripAdvisor Reviewer Highlights. Retrieved from: note, Retrieved from: Q1_Resort_Spa-Surfers_Paradise_Gold_Coast_Queensland.html 16