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Question: Discuss about the Tourist Destination of Sydney. Answer: Background of Sydney Opera House The Sydney opera house is considered as the Multi Avenue performing art centre. It is the one of the wonder of the world. It is the tourist destination which is most recognizable building in Australia. It is the icon of the creative and technical achievement of Australia. The main location of it is on Bennelong point which is having excellent harbour setting. It took more than 16 years to build. Australian tourist destination has been categorized into two areas international tourism and domestic tourism. The famous Australian tourist destination includes the cities of coastal which is situated in Sydney and Melbourne. Swot analysis of Sydney Opera House Strength of Sydney Opera house Well known place: Opera is well known tourist attraction place in Australia due to its theatrical art forms and along with that it has deeply emotional theater experience. It is the place which motivates so many people to develop impressive international career (Armstrong, Adam, Denize, Kotler, 2014). Major companies: opera has so many companies in which four are major. Along with that it has three state companies involving the state of Perth, Brisbane and Adelaide. Training and performance opportunities: All the major companies of opera are providing the opportunities to young generations singer. The facilities of tertiary training also exist is all major music conservatoriums nationally. Tourist attraction place: it is the place where most of tourist wants to visit. It is attractive tourist place in all over the world. it produces more than 7 million tourist visiting. Revenue generation: due to opera house, revenue of Australia is generated in huge manner. It is the strength point for Australia. It is valued by the citizen of Australia. Weaknesses of Sydney opera house Lack of hotels: it is the most attractive place and so many tourists come from different place even out of country, so it is necessary to have the hotels nearby Sydney opera house. Dependency: it is the place which is dependent on the seasonal changes during the year. The ticket of opera house is very high which is not possible for everyone to afford. Inadequate backstage facilities: it has been observed that the backstage facilities are not good and the pit of orchestra is cramped. The stage of opera house is not able to produce a quality sound of orchestra (Grnroos Gummerus, 2014). Lack of advertising: Sydney opera house is the leading place in all over the world. Still, it has some issues regarding advertising. Opportunity of Sydney opera house: Initiate the plan of workshop: opera house can do work on workshop. It will be the opportunity for opera house to introduce itself by showing its quality in all over the world. It will enhance the interest of people towards dance and drama and enhance the number of visitors (Pike Page, 2014). Cultural tourism: promotion of the art is considered as the contribution of cultural tourism to economy. Public education: it will be the opportunity to the Opera house to aware about the facts of opera house; it will reduce the adverse impact of people on opera house. Threats of opera Sydney house Lack of training: opera house is known by its theater and arts. Due to lack of training, artist would not perform in well manner. Lack of opportunities: lack of opportunities for new artist to work in opera will reduce the impact of opera house. Target profile The market segmentation of Sydney opera house is basis on geographical, demographic, behavioral and psychographic. Sydney opera house is attractive place in all over the world. In the order of geographical, it attracts number of people from all over the world (Li, Wong, Kim, 2017). Demographic is the important element for market segmentation of Sydney opera house because it covers income, gender, family size, income and education. Opera house has distinguished its target as per level of tourist. it is the place which values those person who are able to perform theatrical or art. Opera house can divide its market segmentation on the basis of occasion, benefits, loyalty status and the attitude towards destination place References Armstrong, G., Adam, S., Denize, S., Kotler, P. (2014). Principles of marketing. Pearson Australia. Ghorbani, A., Raufirad, V., Rafiaani, P., Azadi, H. (2015). Ecotourism sustainable development strategies using SWOT and QSPM model: A case study of Kaji Namakzar Wetland, South Khorasan Province, Iran. Tourism Management Perspectives, 16, 290-297. Grnroos, C., Gummerus, J. (2014). The service revolution and its marketing implications: service logic vs service-dominant logic. Managing service quality, 24(3), 206-229. Li, J., Wong, I. A., Kim, W. G. (2017). Re-segmenting a gaming destination market: A fresh look at Mainland Chinese tourists in Macau. Journal of Vacation Marketing, 23(3), 205-216. Pike, S., Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management, 41, 202-227.