This thesis explores the potential of The Muse Mandarin (TMM), a Melbourne-based cultural tour business designed for Mandarin-speaking audiences. By leveraging the founder’s expertise in event management and arts management, TMM aims to offer immersive and educational experiences at Melbourne’s cultural hotspots.
Through a two-part approach, the research establishes a foundation for TMM’s success. First, it analyses traditional museum tours and compares them to Museum Hack’s engaging, interactive model. This comparison guides the development of interactive and culturally sensitive tours for TMM. Second, a project plan outlines TMM’s tour structure and marketing strategy. By understanding the specific needs and interests of Mandarin-speaking visitors, both local and international, the research tailors tour content and delivery to resonate with this target audience.
Furthermore, the thesis proposes a digital marketing strategy utilising platforms like WeChat, RED, and Instagram to build brand awareness and differentiate TMM from competitors. By addressing the unique needs of Mandarin-speaking travelers and adopting innovative approaches, TMM aspires to become a leading provider of cultural tours in Melbourne. Ultimately, this research serves as the groundwork for a comprehensive business plan focused on developing Mandarin-focused cultural travel experiences.
