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Binna Burra Lodge: Rebuilding an Iconic Australian Ecotourism Resort from the Ashes of the Bushfires
內容大綱
In December 2022, Steve Noakes, Board Chair of Binna Burra Lodge Ltd, Queensland, Australia learned that they had received government funding of AU$18 million to reconstruct the Lodge and cabins lost in the 2019 bushfires. The timeframe was tight for this major re-build which would need to adhere to a safer, more sustainable, and fire-resistant materials. They were also committed to re-building with a stronger Binna Burra spirit that would include the meaningful involvement of the local community, including the local Indigenous population, the Yugambeh languages people, but it also had to be financially viable.
學習目標
After working through the case and assignment questions, students will be able to:<ul><li>undertake comprehensive external and internal analyses to identify Binna Burra’s sustainable competitive advantage and appraise Binna Burra’s 2024 Vision;</li><li>conduct a stakeholder analysis and identify any potential conflicts between these stakeholders;</li><li>propose a plan for the future sustainable development of Binna Burra that incorporates the local community and indigenous people’s involvement in that future; and</li><li>discuss how guest feedback can be used by an accommodation business to identify future marketing and/or product development opportunities.</li></ul>