Macro environment, one of the three key elements of the marketing environment explains the influences of broader societal forces. These major external forces are not controllable, but being aware of the environmental factors and its changes will be of great advantage for growing the business (Angela, 2012).
In the travel business, the operation does not depend only on the internal functioning but is also affected by external factors. Wotif is also affected by these internal and external factors. Macro environmental analysis is needed for Wotif to achieve their goals, increase their profit and improve their current strategies.
Political factors:
Political factors hugely affect the tourism business. It is important to analyse the political …show more content…
Technological Factors:
In 2012-13, 76% of Australia’s 15.4 million users made a purchase or order over the internet. The most popular types of purchases were travel, accommodation, memberships or tickets of any kind (Statistics, 2014)
In the last few years online travel and accommodation booking has become increasingly popular. The trend is accelerating each passing day. More than 148.3 million people use the Internet to make reservations for their accommodations, tours and activities. That’s more than 57% of all travel reservations each year. (Redzy, 2012)
Legal Factors:
Wotif is required to comply with laws which have been made to protect the consumer. The Competition and Consumer Act 2010 (CCA) has been designed to improve Australia’s welfare via encouraging fair trading practices to protect the consumer.
Carbon tax has been abolished since July 2014 in Australia.
Carbon pricing was impacting heavily on accommodation businesses, with profit reductions of up to 12% attributable to the tax. The accommodation industry is key to Australia’s $35 billion tourism industry (Tourism Accommodation Australia, 2011)
Environmental Factors:
Tourism, definitely, has an effect on the earth. To the monetary and social effects, the effect of tourism on nature's domain can be both positive and negative. Huge numbers of the world's regular attractions have incited the improvement of best practice natural benchmarks and rules.
An ecological