PEST Analysis Template
Situation being analysed:
Tourism is subject to a range of global influences, events and forces that impact on the
sustainability of the industry at statewide and regional levels. The diagram below outlines some
of the issues and trends in the macro environment that may have an impact on tourism in
Queensland.
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PEST analysis (political, economical, social, technological) assesses a market, including competitors, from the
standpoint of a particular proposition or a business.
criteria examples
Political
Economical
ecological/environmental
current legislation
future legislation
international legislation
regulatory bodies and
processes
government policies
government term and
change
trading policies
funding, grants and
initiatives
home market pressuregroups
international pressuregroups
wars and conflicts
Political/legal trends
criteria examples
social
lifestyle trends
demographics
consumer attitudes and
opinions
media views
law changes affecting
social factors
brand, company,
technology image
consumer buying patterns
fashion and role models
major events and
influences
buying access and trends
ethnic/religious factors
advertising and publicity
ethical issues
criteria examples
Economic trends
Terrorism will be ‘top of mind’
and travellers will adjust
Fluctuating global economies
and variable exchange
rates will continue to
influence travel demand
Security measures will be
standardised around the
world and their cost will
increase airfares
Variable fuel prices will
influence transport
supply and demand
Technological
Social & cultural trends
•
Growing urban and
coastal populations
•
Ageing, affluent, active
Western population
•
Emerging middle class in
developing cities
•
Risk of a disease pandemic is
growing •
Growing concerns for safety
and security
home economy
economy trends
overseas economies
general taxation
taxation specific to
product/services
seasonality issues
market/trade cycles
specific industry factors
market routes trends
distribution trends
customer/end-user drivers
interest/ exchange rates
international trade and
monetary issues
criteria examples
competing technology
development
research funding
associated/dependent
Technology will
technologies
continue to
replacement
technology/solutions
develop at a
maturity of technology
manufacturing maturity
rapid pace and
and capacity
involve all
information and
communications
sectors of the
consumer buying
industry
mechanisms/technology
technology legislation
innovation potential
Mobile phones will be
technology access,
used to plan and licencing, patents
intellectual property issues
organise
global communications
echnology trends
holidays
High-definition
televisions and
computers will
provide virtual
visits to a
destination
Innovations in
transportation
will affect range,
speed, comfort
and safety of
travel
Economic trends
Fluctuating global economies and variable exchange rates will continue to influence travel demand
Variable fuel prices will influence transport supply and demand
Natural environment trends
• Environmental and social awareness will increase
• Natural disasters and geo-political events affect travel behaviour • Market trends
• Increasing market fragmentation, and growth in special interest/niche markets
• More frequent, shorter holidays
• Travellers will have higher service expectations
• More travellers will require customised holidays
• Travellers will use new media technology more for information, booking and sales
• Emerging travel markets in developing countries will influence travel demand
• As baby boomers retire en masse from 2010 to 2020, they will shape demand
• Trend towards the accumulation of leave entitlements
• Increased price sensitivity Competitive trends
Political/legal trends
• Terrorism will be ‘top of mind’ and travellers will adjust
• Security measures will be standardised around the world and their cost will increase airfares • Technology trends
• Technology will continue to develop at a rapid pace and involve all sectors of the industry
• Mobile phones will be used to plan and organise holidays
• High-definition televisions and computers will provide virtual visits to a destination
• Innovations in transportation will affect range, speed, comfort and safety of travel • Industry trends
• Liberalisation of air transport and low cost travel will influence travel demand
• With greater speed and capacity, remote and long haul destinations will be more accessible
and affordable to
many travellers
• Oversupply of undifferentiated travel products and destinations will affect competitiveness • Social & cultural trends • Growing urban and coastal populations • Ageing, affluent, active Western
population • Emerging middle class in developing cities • Risk of a disease pandemic is growing •
Growing concerns for safety and security
• Note: PEST analysis can be useful before SWOT analysis because PEST helps to identify SWOT factors. PEST and
SWOT are two different perspectives but can contain common factors. SWOT stands for strengths,
weaknesses, opportunities, threats. SWOT analysis explanation and templates are at
www.businessballs.com/swotanalysisfreetemplate.htm
www.businessballs.com/pestanalysisfreetemplate.htm
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