Author: Andre Coleman

Outline the key requirements for good research and identify how research might support policy-making.

Research, defined as a broad range of processes designed to provide policy makers and managers with information that is objective, reliable and as reproducible as possible (Bull, 1999) is a vital business tool used to support policy makers in making decisions. Page (2003) also suggests that tourism policy-making is inherently a political activity, affected by the formal structure of government. A wide range of forces affects policy making, and policy does not exist in a vacuum, because various agencies exist to implement it. Drew (1980) suggests that research is conducted to solve problems and to expand knowledge, and stresses that research is a systematic way of asking questions, a systematic method of enquiry (taken from Bell, 1999).

As previously mentioned, policy making is a fundamental business tool, however it must be noted that undertaking research is also a very expensive, time consuming and complex task and researchers must be able to select the right information to avoid further implications. Research activity supports policy-making in a number of ways. First of all if a company is deciding to open a new site in a different country for example, they will need to know who their competitors are, how accessible is the place, where will the labour come from, what impact will this have on the locals? How safe is the area? How will the marketing and advertising be conducted to ensure its success? It is clear from this simple example how complicated and time consuming information gathering can be. Primary data, secondary data, or both may be used in a research investigation. Primary data is original data gathered for a specific purpose as for example interviewing the local community, while secondary data is data that has already been collated for similar purposes, i.e. crime statistics. Data here, could be collected either through quantitative, therefore utilising a positivist approach, or qualitative methods therefore adopting a phenomenological approach. Policy makers will need to know whether that policy is going to be successful, politically/legally/ethnically acceptable, the costs involved, the number of staff needed to implement that policy and whether it fits with the wants, needs and aspirations of the people directed at (Ritchie and Goeldner,1994).

Taking into consideration the fact that research can be an expensive and time consuming task and that this may make or break policy decisions, some key requirements for good research have been identified. Bell (1999) suggests that the following are to be considered as key requirements for good research to be conducted: the utility of data, therefore the data that can be used, the cost-effectiveness whereby benefits must be greater than costs; timeliness therefore data that will be there when needed; accuracy, data will need to be accurate; and finally whatever procedure for collecting data is selected, it should always be examined critically to assess to what extent it is likely to be reliable. Reliability is the extent to which a procedure provides similar results under constant conditions on all occasion, however due to the nature of tourism this is not always the case.

Three policies examples will now be provided to show how research generated the information that was needed to make those policy decisions. The first policy considered is that of Stonehenge. As suggested by Chris Blandford Associates (2000) this World Heritage Site survived for thousands of years and not so long ago two roads were introduced into the landscape, bringing with them ever increasing traffic and serious environmental problems. Government’s proposal to close the A344 and to place the A303 in a 2 Kilometre tunnel where it passes the stone has raised many arguments. The policy for Stonehenge all started with the vision to save this site from environmental degradation and placing it back in its original and unique settings, by eliminating the impact on the environment made by the noise and sight of traffic. The way in which this could be achieved was by closing one road, the A344, and introducing a two kilometre tunnel. It is important to stress that the decision of policy makers to close the road and introduce the tunnel to solve the problem, has not been decided overnight, but has been the result of extensive study and consultation since 1991, and alternative ways have been considered prior to the decision.

Between 1991 and 1993 other 50 possible routes were considered. At this stage researchers decided to gather primary data, by means of a panel, from local bodies and organisations in order to have their views on the matter. Each representative gave their own view, and during the process all the possible alternatives were considered and discussed. A Public Consultation was held in April 1993, whereby four routes were put forward as a possible solution to the problem. In 1994 two national bodies organised a one-day international to debate solutions for both a road improvement and a new visitor centre for Stonehenge (Chris Blandford Associates, 2000). A Public Exhibition was held in September 1995 and a Planning Conference followed in November 1995 to understand publics and other interested organisation’s perceptions and ideas of the proposal. A further public consultation was held in 1999, and once again households in the vicinity were consulted (Chris Blandford Associates, 2000). In November 2000, the Highway Agency conducted primary research to gather qualitative and quantitative data by means of desk study and field

Set above the market town of Otley, in West Yorkshire, you will find unspoiled woodlands, secluded accommodation and glorious fishing lakes.

With 49 recently refurbished hotel rooms and log cabins- you will feel a million mile from it all. However you will also find bustling markets, fine dining restaurants, bars, galleries and shopping just minutes away.

Eating at our beautifully extended lakeside Restaurant is a must. Whether you are here for business or pleasure, you will leave refreshed and totally relaxed.

A HOTEL WITH HEART AND SOUL

A RENOWNED AREA OF SCENIC BEAUTY, The Yorkshire Dales is a landscape brimming with history, tradition and nature. Situated on the very southern edge of the Dales, Chevin Country Park Hotel & Spa sits within 44 acres of silver birch woodland on the brow of the Chevin forest. The unique timber buildings of the hotel and lodges sit naturally amidst this seclusion.

The hotel takes its name from the wooded hillside overlooking the mediaeval market town of Otley. This offers stunning views of the wharfe vally and surrounding countryside. Our ambition for Chevin is for it to remain as the Hotel of choice in West Yorkshire, At the same time preserving the beauty of the natural environment and the character of the original building.

At Chevin Country park hotel & Spa we will put our heart and soul into giving you a great hotel befitting of such a great location and promise to make your visit as special and unique as the setting itself.

PADDY CRERAR.

Aims & Objectives:

The aim of this research is to investigate the factors affecting implementation plans of management which has affected loss of business and profit.

Objectives:

To investigate concept of management based on literature review.

To establish theoretical background to changing management.

To investigate factors that affect implementation of plan by management.

To clarify recent conditions with help of hypothesis.

Analyses the data collected and give evaluation.

PROBLEM ACCORDING TO MANAGEMENT:

In Chevin Country Park Hotel, these are different types of problems according to management:

Problem is about service. Guest has not given nice feedback, most of them are complaining about service. They are saying that, every time they have to wait for food.

Management doesn’t want to hire more staff for Kitchen as well as Service.

Hotels don’t have enough machinery.

Rules marketing strategies laid by new management.

Staff turnover

RESEARCH:

Research is defined as, any gathering of data, information & facts for advancement of knowledge.

Research is discerning pursuit of the truth

Today there are thousands of companies, whose primary activity involves providing research services that helps business key strategies, tactical and operational question. Research has become more formalized & technical. But its purpose remains much the same as enquiries undertaken by the Phoenician merchants. How do I find answer to improve my performance and make life better for customer, employees, and owner?

Business research is design to answer these questions.

OBSERVATION

Due to shortage of time I couldn’t be part of staff or cannot be employee of hotel, so method I chose was direct observation. I started my observation at reception as checking in the hotel.

I was standing at reception as walking guest. I observed following facts:

About Staff:

Staff was not up to the standards.

Were confused and less experienced.

Were delaying check-in process & were annoying customers standing in queue.

Were talking to themselves in their native language

Were rude to customers.

They were confused with issuing of keys to the customer creating panic among themselves.

Were not properly dressed.

Were creating a chaos.

Were not attending guest’s requests, which were living in the hotel.

Were confused while attending call and guests simultaneously.

Proper coordination between staff was missing.

2. At Reception desk:

At the reception, the flowers used for decoration were not fresh..

Bell boy were not available, as a result guests had to carry their own luggage.

Keys were placed in haphazard manner, which was confusing the receptionist while assigning it to the guests.

Three telephones were placed on reception desk but only one receptionist was responsible for attending all three telephones, and she was not able to manage them. Ringing other two telephones while attending one call , was making that receptionist and guests annoyed.

The floor near the reception was not cleaned regularly ,as a result many footprints were printed near the lobby, making floor dirty.

3.In Hotel Room:

When I entered my room, I observed following things:

The floor of the room was not properly cleaned; I could sense the dust on the floor as my shoes were leaving footprints on the floor.

In refrigerator, I could see some empty cans, which projected that it was not restocked.

There were some fingerprints on the mirror, which showed mirror was not cleaned regularly.

The bed spreads also had some marks.

Dusting was not done properly, as there was dust on the table.

Towels in the bathroom were not up to the standards. It seemed like used before by someone else.

The mattress outside the bathroom was stinky.

Toilet tissues near the WC were not assembled in the tissue holder.

AC in the room was not working properly.

Also Wi-Fi signal in the room was very poor.

One of the bulbs in the room was not glowing.

There was no instruction manual for using electronic equipments.

There was no instruction manual for operating AC.

TV was not connected to DVD player and it was mentioned no where how to connect TV and DVD player.

There was no manual for how to operate a washing machine.

4. In Hotel Restaurant :

About restaurant, the service of food was very slow.

Staff didn’t have enough knowledge about food and wine.

Service staff couldn’t even explain to guest what were the ingredients in dishes, like what kind of sauces served with pork or beef?

Even staff didn’t know that which wine goes with specific dishes

e.g.: red wine goes with red meat.

Management had changed the menu & staff was not briefed properly.

There was no sufficient place between two table, making it uncomfortable for people to move to and from the aisles.

Cutlery which was used on table which was not polished.

Also table cloths on the table, were having food stains mark.

Staff used to speak their native languages loudly standing behind the counters.

Also there was loud sound of glasses, cutlery coming from service area behind.

It seemed like they were not able to make proper atmosphere in restaurant.

Restaurant Manager was very rude while handling guest complaints.

5. About Hotel Infrastructure:

Infrastructure of the restaurant was one of the important problems of this hotel. Hotel is having 2 floor restaurants. Upstairs floor having lake view balcony. So guest will prefer to sit upstairs. But it’s very difficult for staff to give proper service to guest. Also bar is not situated near restaurant, so that each and every time they have to go to bar to take drinks for guest.

HYPOTHESIS:

Hypothesis can be defined as observable phenomena or experimental observation. It guides the direction of research. If it seriously conducted, it helps to know what shall be done and what shouldn’t.

Co relational Hypothesis:

Co relational hypothesis occurs together in some specified manner without implying that one cause another.

In this case management is independent and all staff, machinery, rooms, services etc are dependent.

According to the Hypothesis and my observation the results which I found are:

Hotel staff is not maintaining proper grooming standards like hair cut, wearing jewellery etc.

Front office staff is not much capable to handle guest. Also not having enough experience to handle situation.

Food service very slow in restaurant, because of that guest has to wait long for every course. Also staff not having enough knowledge about food and wine. Staff attitude towards guest is not good.

Manager behavior towards guest as well as staff is very rude.

Quantity of food is less

Hotel rooms are not clean properly, when I entered in room, that time I saw that dusting in room not done properly.

Direction signs are not accurate

Infrastructure of the restaurant, some of the facilities in the hotel are not working properly.

Casual staff is working , most of the all department,. Actually management get casual staff on more cheaper rate who are not trained.

CASE STUDY:

A case study at the Front desk: NANCY SWANGER,

Morgan Black appointed as researcher by corporate office.

The Coug Inn is a 150 room’s full serviced property with several medium sized banquets. it caters mostly to business travelers and visitors affiliated to local university. Hotel is very busy between august and may, with periods classes are not in session being extremely slow. Occupancy has been declining for the last year or so. Since arriving at The Coug Inn, Morgan made several observations about hotel situation. It seems that most of the problem with front desk. After reviewing comments card from last month, Morgan has sensed real dissatisfaction with the check-in process. Paper work at check in is perceived as lengthy and hard to fill out. Guest

has been checked into rooms that were not clean. After discussing problem with front office manager, front office manager complaints that reservation staff does not always submit the day’s reservation to the front desk in a timely manner. So when guest arrive, desk further with over 65 % of the hotel staff speaking first language other than English. So communication is difficult. Front office manager further told that, the new hotel in town, the suit to sleep inn. Has an earlier checked in time and it seems to work ok for them. Morgan asks front office manager how the staff might respond to moving to a fully automated property management system. The respond was not favorable. Also corporate office had not put any money into the place in years. In attempt to reach a compromise, Morgan considers changing the check-in time in exchange for the front desk manager’s support of the conversation to an automated system.

What must Morgan take into consideration before final decisions are made to adjust checked in time and install fully automated property management system?

How should Morgan proceed in resolving the communication issue?

Who needs to be involved in the final decisions?

How might Morgan present the case to the corporate office?

(Hotel Management and Operation By Michael J. O’fallon, Denney G. Rutherford, Page no:162)

RESEARCH METHOD USED TO RESOLVE PROBLEM:
Research:

After reviewing the assessment form, I would like to use Evaluation Research. This will help hotel to get profit.

There are three types of research:

Descriptive

Is finding out & describing what it is

Explanatory

Explaining why or how things are there.

Evaluation

In process of Evaluation research participant contribution plays important role.

Participant contribution term means manager should specify their problem & provide the researcher adequate background information relating to them.

As manager explained the entire situation about hotel. As manager told, all problem which hotel is facing, needs to be solved as soon as possible. There are many problems with service, kitchen as well as infrastructure. Actualy all these problems are related to each other.

DATA COLLECTION:

The main step in Evaluation Process is Data Collection.

Data Collection identify issues from the people directly involved in the program identify further issues from the programmed documents, observing how the program is actually working.

Through manager, I got assessment forms, Restaurant & Bar comment card given by guest, also appraisal form which is filled by employees.

To solve these problems, we need to evaluate current employees to determine their productivity, job satisfaction and commitment.

DIFFERENT RESEARCH METHODS USED TO REACH THE CORE OF PROBLEM:
SELF APPRAISAL QUESTIONNAIRE:
Employee Name:
Department:
Position:
Start Date:

How do you feel about the work environment at Chevin Park Hotel?

How do you enjoy most about your position?

What do you feel about strongest work areas?

In what area do you feel you have made improvements or changes?

In what areas would you like more training or more work experience?

What are your goals for next years?

COMMENTS:

Thank you.

Guest Comment Card:

Chevin Country Park Hotel & Spa

Chevin country park hotel & spa really care about what you think. Sending feedback help us to provide you better level of service on your next visit with us. Please feel free to to comment on our site, our hotel or any other matter on your mind.

Rate us:

Excellent
Good
Average
Fair
Poor
Physical appearance of the hotel
Check in process
Cleanliness of hotel
Quality of food
Your overall experience

Better:

Is there an area where you think we could do a better job?

Employee:

Did you particular hotel employee make your stay with us especially enjoyable?

Comments:

Additional comments you wish to makeaˆ¦

Thank you.

CASE STUDY:
SAMOUEL’S GREEK CUISINE RESTAURANT;

Samouel’s Greek Cuisine Restaurant is located in London. Phil Samouel, owner of the Samouel’s Greek Cuisine Restaurant, believes his profit are not as high as they could be. He wants to increase sale. He wants to attract new customer. He also wants to ensure that restaurant running smoothly. Phil Samouel is new to this business. So he decided to hire restaurant consultant. He contacted Ad mark International, ask them to conduct a preliminary assessment of his restaurant operations and prepare research proposal for him to review.

After discussions with Phil Samouel and several of his employees, the account manager from the research firm conclude that the primary questions facing samouels restaurant are:

Are employees being managed to maximize their productivity as well as commitment to the success of the restaurant?

What are the different way to attract new customer?

These are the two separate issues but they are related to each other. First project will evaluate current employees to determine their productivity, job satisfaction and commitment. Second project evaluate the survey of customer.

The employee assessment project:

How do employees feel about work environment?

How committed are the employees to helping make the restaurant success?

Do different group of employees have different feeling about working at samouels?

Customer assessment project:

What is the level of satisfaction of samouel’s customer?

What factors contribute to restaurant customer satisfaction?

Do customers rate Gino’s more favorably than they do samouel’s?

( name of the book )

Solution:
For rooms:

There should be either permanent staff or contract staff for cleaning the rooms , proper cleaning equipment like vacuumed cleaner, glass wiper, all solutions etc. should be purchased to make cleaning easier and faster. A supervisor should supervise the rooms.

The towels and mattresses , bedspreads in the rooms should be properly cleaned and dried. Laundry should take this responsibility.

Maintenance persons, at least 2 should be hired as permanent staff for emergencies & which will also save money of management to look after all the electronic equipments in the hotel.

Staff should be given training before actual service & briefing should be done by manager with the staff so the staff is aware of daily specials, soup of the day & availabilities of the dishes from the menu.

Restaurant:

The staff should be given the training related to food and beverage prior to attending guests.

Staff should be given training, for meeting & greeting guests as per hotel standards laid by new management.

Manager should have an idea of handling all the problems that may happen in the hotel.

Fast and proper service should be given to the guests.

Staff should be given knowledge about what are the ingredients of the served dish.

Staff should be given training based on type of wine and the dish with which it can be served.

The tables should be arranged properly prior to the party or the event organized. There should be proper spacing between the tables so that waiter can move freely for serving.

The plates and cutlery should be properly cleaned and polished. A plate polished should be arranged by the hotel.

Table clothes on the table should be cleaned, and the responsibility has to be taken by laundry team. They should ensure that there are no stain marks on the table clothes.

Staff should use only English while in the hotel, conversation in native language should not be allowed, as it is confusing for the guests of the hotel.

About Staff :

There should be either permanent staff or contract staff for cleaning the rooms

Staff should be provided proper training prior to joining job.

At Reception desk:

This is the most import place in hotel as all the guests are received at Reception.

Flowers at the reception should be fresh and placed properly.

Floor should be cleaned regularly.

If there are more than two telephones at the desk, more than one person should be available at desk to attend the calls.

A personnel should be appointed for handling only guest complaints, and should be handled carefully.

Bell boy should be available at the reception to carry guest’s luggage.

About Hotel Infrastructure:

Infrastructure of the hotel is the major part affecting the service of the hotel. So infrastructure should be designed properly to meet the requirements.

Bar should be situated near the restaurant, so that it will be easy to provide proper service to the guests.

Infrastructure of the hotel is the major part affecting the service of the hotel. So infrastructure should be designed properly to meet the requirements.

(FLOOR PLAN FOR RESTAURANT / BAR/ RECEPTION)

As per shown in diagram, Restaurant is situated on lake. Bar is situated behind the Reception. That’s why distance between restaurant and bar is too long. So every time service staff has to walk through it. Also if you go from service area then also it takes time. That’s why guest are keep complaining about service, slow service.

If you see in diagram, lounge is situated exactly besides of the restaurant on lake. If we make setup of bar in Lounge, and Lounge will goes instead of Bar. This will save lots of time, also because of this it will look nice. So guest can go themselves on Bar and have their drinks. That will useful for guest as well as staff.

If management ready to change infrastructure, this will be the important change, which need to be done. Surely this will help to improve service quality.

Cleanliness:

Proper Cleanliness should be maintained.

All the used utensils should be cleaned at the end of the day so that it can be used next day.

Oven should be cleaned regularly so that it is free from any odor.

Gas stove should be cleaned regularly so that there are no stain marks on it.

planning :

All the events should be planned properly so that there are no confusions at any events.

All the tables should be arranged properly in the night, so that in the morning there won’t be any wastage of time in arranging the table.

Training:

The staff should be given proper “Behavioral Training” so that they should know how to handle guests.

The staff who is working in service section of restaurant should be given proper training on serving and should be given knowledge on ingredients of the dishes served.

The staff should be given

Meetings:

Meetings for staff should be arranged regularly by manager so as to discuss the goals to be achieved and should also discuss what technique should be used for the same.

Meetings should be arranged on daily, weekly, monthly and annual basis.

All the problems faced by staff should be discussed in these meetings.

Feedbacks:

There should be a personnel appointed for handling feedbacks given by guest.

Proper measures should be taken to work on it.

It should be discussed regularly with manager so that the areas where hotel need to be improved is highlighted.

Manager Behavior:

Manager should be experienced, should know how to handle all the situations that a hotel may face.

He should be trained properly so that he can handle annoyed guests.

He should offer some complimentary service to guests in case of any mistakes committed by hotel unknowingly.

Advanced Equipment / Machinery:

Hotel should buy advanced equipment in case of necessity so as to make all the processes fast. For example :

Hotel should buy an automatic dish cleaners so as to make dish cleaning faster and effective.

Hotel should buy number of vaccum cleaner so that cleaning of dust is an fast an easy procedure.

Dish polisher should be bought to polish dish.

Floor cleaning machinery should be bought to make floor cleaning faster.

In laundry, no of washing machines should be present so that bed spreads, mattress and table covers should be washed regularly and kept clean.

Driers should be available so that all the table covers and other clothes are dried and can be used for next day.

Technical Problems:

For handling technical problem a technical team should be hired. For example:

To handle problems related to bulb, tube light fitting, a electrician should be available for hotel.

To handle problems related to network, LAN, wi-fi, internet connection

a technical personnel should be hired.

3. To handle defects in washing machine, oven, geyser, lifts, fans, TV, dvd players a technical team should be there.

Supervision:

A supervisory team should be assigned to do following things:

To supervise room cleanliness.

To supervise floor cleanliness.

To supervise whether electronic equipments are working properly.

To supervise whether cleanliness is maintained at kitchen.

CONCLUSION

As elaborated above, if the mentioned policies are implemented by the hotel management, the expected result would be:

1. Increase in staff skills

2. Rise in customer satisfaction

3. Rise in employee satisfaction

4. Increase in hotel profit

5. Improve in hotel standard

The mentioned policies would help hotel to maintain its position in this competitive world of business and would help hotel to grow at a faster rate, improving its market standards and market values.

This would even help hotel and its employees to be at a stronger position even when market is down. Would help them to handle all the situations that would be beneficiary for the organization.

This chapter outlines the rationale for the research approach and methodology methods chosen and also explains the various processes involved in the research process itself. The methodology is a descriptive part of the research project which provides an evaluation of the methods, techniques and procedures used throughout the investigation. It is used to describe the scope and aims of the various research processes in detail. The subdivision will also briefly outline the meaning and differences between research methods and research methodology. The chapter will also momentarily framework adopting qualitative and quantitative processes. Finally, the research process itself will then be explained and justified and the process of raw data collection will be commented on.

3.2 Meaning of Research

It is known that ‘research in common parlance refers to a search for knowledge.’ [Kothari, 2004: 25]. There are various definitions of research, one of which suggests that ‘research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organising and evaluating data: making deductions and reaching conclusions: and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis.’ [Kothari, 2004: 25]. However, Kumar [2010: 11] argues that research is the ‘pursuit of truth with the help of study, observation, comparison and experiment.’ Therefore, the purpose of research aims to determine answer or questions through the application of scientific procedures. Kothari [2004: 25] further illustrates that ‘the main aim of research is to find out the truth which is hidden and which has not been discovered yet.’

3.3 Combining Qualitative and Quantitative Methods

A mixed method research can be defined in several definitions which have emerged over time incorporating various elements of methods, research processes, and philosophy and research design. Croswell and Clark [2008: 2] outline mixed methods as the combination of ‘qualitative and quantitative approach in the methodology of study.’ It is the type of research in which the researcher combines elements of qualitative and quantitative research approaches. Croswell and Clark [2008: 4] illustrate that mixed method approach is used ‘for the purpose if breadth and depth of understanding and corroboration.’

Therefore a mixed method research approach combining both qualitative and quantitative research methods will be used throughout the research as it accounts for ‘the primary purpose of a study conducted with a mixed methods way of thinking it to better understand the complexity of the social phenomena being studied.’ [Greene, 2007: 20].

3.4 Qualitative Research

A Qualitative approach to the research is to be taken as it will provide an insight into the setting of the problem to generate ideas and/or hypotheses for later quantitative research. Qualitative research allows an individual to obtain information that is not necessarily all statistical if any at all by conducting interviews, producing questionnaires for numerous amounts of people or providing personal information. Qualitative research can also be best identified as a ‘natural setting where the researcher is an instrument of data collection, who gathers words or pictures, analyses them inductively, focuses on the meaning of participants, and describes a process that is expressive and persuasive language.’ [Creswell, 2008: 14].

Patton (2002) also suggests that the ‘thought of research design substitutes and method adoptions can identify directly to the relative strengths and weaknesses of qualitative and quantitative data, therefore the answer to particular questions is primarily a pragmatic one’.

Other definition of qualitative can be seen as:-

Qualitative research…. is based more on information expressed in words…This approach is common whenever people are the focus of the study.

(Walliman, 2006: 187)

Patton [2002: 14] identifies that qualitative method ‘require the use of standardised measure so that the varying perspectives and experiences of people can fit into a limited number of predetermined response categories to which are assigned.’ Furthering to this Patton [2002: 15] argues that qualitative methods characteristically produce a wealth of detailed information from a much smaller sample population that increases the ‘depth of understanding of the cases and studies but reduces generalizability’ [Merriam, 2014: 100], thus, the overall purposes of qualitative research is to achieve ‘understanding of how people make sense out of their lives, delineate the process of meaning-making, and describe how people interpret what they experience.’ [Merriam, 2014: 100]. Hennink, Hutter and Bailey (2011: 97) state that ‘qualitative research is a broad umbrella term that covers a wide range of techniques and philosophies.’ Subsequently, it is not to define as in broad terms qualitative research is an approach that allows a person to examine people’s experiences in details, by using a specific set of research methods.

3.4.1 Strengths of Qualitative Research

There are much strength in terms of qualitative research, in forms of personal experiences and a way to gather suitable data which might not have been investigated before. Tracey [2013: 97] states that ‘qualitative research is excellent for studying contexts you are personally curious about but have never had a ‘valid’ reason for entering’. In addition to personal interest or disciplined voyeurism, qualitative data provide insight into cultural activities that might not otherwise be missed in structured surveys or experiments.’ (Tracey, 2013: 97). As a result of these strengths the qualitative research method will be a good research approach as it will identify personal and emotional experiences data and not just statistical this will entail the researcher a better understanding of what emotional motivations people have when travelling, thus reflecting back to the aim is commonly known as quantitative research which compact data that is numerical form which is later evaluated using statistical methods to aid with finding of the outcome of the research obtained.

3.5 Quantitative Research

The second research approach will be quantitative research. Quantitative research is scientific investigation that includes both experiments and other systematic methods that emphasize control and quantified measures of performance (Proctor & Capaldi, 2006 cited in Hoy, 2009: 1]. Quantitative research is essentially about collecting numerical data to explain a particular phenomenon, particularly questions seem immediately suited to being answered using qualitative methods.’ [Muijs, 2011: 1]

‘Quantitative analysis deals with numbers and uses mathematical operations to investigate the properties of data.’ [Walliman, 2012: 179]. The main characteristic of quantitative data is that it consists of information that is, in some way or other, quantifiably [Rasinger, 2012: 10]. Therefore quantitative data can be implemented into numbers, figures and graphs, and processes it using statistical procedures.

3.6 Research Methods

After identifying the types of research approaches that will be used, the next fragment looks at what methods will be most appropriate to this research project. Identifying appropriate research methods are important as Rugg, Gordon, Pete and Marian [2007:2] identifies ‘research determines the overall structure of your research’.

3.6.1 Qualitative Research Methods

3.6.2 Interviews

Interviews will be the only qualitative research method used within the research. The purpose of in depth interviewing is not to test hypotheses, and not to ‘evaluate’ as the term that is normally used.’ [Seidman 2013: 9]. Interviews are inherently more flexible, whatever the level of structure, ranging as they do from ‘listening in’ and asking questions in a real-life setting to the standardized recording schedules used by market researchers.’ [Gilham, 2005: 3].

Dougherty [2014: 94] state that ‘different types of interviews produce different types of responses from different people.’ The researcher will identify the most appropriate form of interview to be implemented during qualitative research. There are three common types of interviews; unstructured, structured and open-ended, and structure and fixed response.

3.6.3 Unstructured interviews, Structured and Open-ended, Structured Fix Response Interview

Unstructured interviews are characterised by a minimal direction of their content by the interviewer and allow for adapting the questions depending on the respondent [Dougherty, 2014: 94], whereas, structured and open-ended interviews consist of a set of preselected questions that the consultant asks the interviewee. Dougherty [2014: 94] illustrates that ‘this type of interview is considered more flexible than procedures such as surveys and checklists.’ The final type of interview is structured and fixed response. Structured and fix response interviews provide both predetermined questions and responses from which to choose. They allow for standardization and tend to have a high level of reliability. [Beaver and Busse, 2000]

3.6.4 Semi-structured interviews

The researcher will therefore use the Semi-structured interview technique used during qualitative research as stated previously ‘unstructured interviews are characterised by a minimal direction of their content by the interviewer [Dougherty, 2014: 94]. By using semi-structured interviews the researcher can seek both clarification and elaboration on the answer given and record qualitative information regarding the topic [Fisher, 2007]. Schensul [1999: 149] best defines semi-structured interviews as a:-

‘predetermined questions related to domains of interest, administrated to a representative sample of respondents to confirms study domains, and identify factors, variables, and items or attributes of variables for analysis or use in a survey’.

Semi-structured interviews combine the flexibility of the unstructured, open-ended interview with the directionality and agenda of the survey instrument to produce focused, qualitative, textual data at the factor level’ [Schensul,1999:149].

Semi- structured interviews will therefore accomplish the following objectives, firstly to further clarify the central domains and factors in the study, secondly to operationalize factors variables, thirdly to develop preliminary hypotheses and finally, develop a qualitative base for the construction of an ethnographic survey if required one [Schensul, 1999: 150]. The characteristics of semi-structured interviews are that although there is a question framework to ensure consistency, answers are open-ended and will allow the respondents to communicate their ideas freely.

Similar the structured interview, the semi-structured interviews are constructed around a core of standard questions as illustrated in appendix one which identifies the check list the researcher will use to ensure all appropriate questions are asked. The researcher may probe the participant and obtain further classification or detail on a certain topic. As Oppenheim [1998: 81] states ‘the respondent are allowed to say what they think and to do so with greater richness and spontaneity’.

3.6.5 Letter’s to organisations

The semi-structured interviews were agreed by the referral of letter as seen in appendix two. The researcher obtained conformation by requesting the arrangement to interview the individual by letter. The letter provided all relevant information regarding the main objectives of the letter and areas of interest, necessary information regarding what the research was about and the need for investigation for the research. The researcher will also request each individual to fill in a consent form, as seen in appendix three.

3.6.5 Who will the interviews by with?

The researchers chose three tourism related individuals who all had some kind of relation to the tourism industry within New Quay to conduct interviews with. These particular individuals were chosen as they would be the most appropriate candidate to provide relevant information in regards to the research project.

The first interviewee was the General Manager of Quay West. The researcher chose to undertake one of three semi-structured interviews with as Quay West was one of Haven’s Britain’s favourite seaside holiday resort which labelled themselves as ‘Britain’s largest provider of domestic holidays.’ [Haven, 2014]. The researcher could then ask significant tourism related questions that provide interesting findings.

The second interviewee was a customer service advisor within the tourist information centre in New Quay. The researcher decided to arrange a semi-structure interview with the tourism information centre as the interviwer can question and obtain an inside knowledge of what types of tourist visit, what motivates tourism to New Quay and their opinion in terms of the reliance of tourism within New Quay.

Finally, the researcher requested an interview with a member of the New Quay council. The research choose a member of the New Quay Council with the hope that they can obtain relevant information, first hand experiences with tourism within the town and finally a personal opinion on their thoughts and feeling in terms of tourism within New Quay.

3.7 Strategy of Researcher In Doing Mixed Method Approach

The strategy of the researcher in doing the mixed method approach of both qualitative and quantitative research methods was to undertake semi-structured interviews to provide relevant questions reflecting back on the answers that were given to create pilot questionnaires and questionnaires to gather quantitative research.

3.8 Quantitative Research Methods

3.8.1 Pilot Questionnaires and Questionnaires

Cargan [2007: 116] defines that ‘a pretest or pilot study is a means of checking whether the survey can be administered and provide accurate data.’ The advantages of questionnaires over interview, for instance, are; it tends to be more reliable, it encourages age’s greater honesty because it is anonymous, its more economical then the interview in terms of time and money and there is the possibility that it may be mailed [Cohen, Manion, Morriosn, 2011: 209]. The researcher will aim to efficiently organize questionnaires as Gillham [2000:6] notes that ‘response to even large-scale questionnaires can be pulled within a matter of weeks’, ensuring questionnaires are returned as prompt as possible. This is why the combined mix methods approach of qualitative and quantitative was used to accomplish more of an accurate research within this dissertation. Consequently, a research instrument like a questionnaire to collect data will be used as the quantitative research methods for its known validity and reliability this can be seen in appendix four.

Baring in mind the researcher will also take into consideration the disadvantages of a questionnaire. Which are; there is often too low a percentage of return, if only closed items are used, the questionnaire may lack coverage or authenticity and as Gillham [2000: 2] states ‘they seek to get answers just by asking questions.’ ‘Therefore, Cohen et al [2011: 209] state that ‘there is a need, therefore, to pilot questionnaires and refine their contents, wording and length, etc. as appropriate for the sample is being targeted.’

3.7 Role of the researchers

The first element of the researcher’s role was to contact and arrange interviews via email, the second was to create and distribute questionnaires from answers implemented from the previous interviews. Contacting the interviewee’s was done via sending consent letters to conduct an interview via email as seen in appendix one. Many of the interviews were held during mid-week, Wednesday and Thursday. This was because this was the most convenient time for all interviewee’s and the researcher. The questionnaires were the second element of the researcher’s role. The researcher firstly created a pilot questionnaire as identified in appendix five. This was to ensure all questions asked were appropriate to the research and to ensure the format was correct. Once done the researcher then finalized and distributed the questionnaires on Saturday afternoon during half term in New Quay town. The distribution of questionnaires was 10am to 4pm, providing with enough time to collect effective data from passing tourists. After the distribution of questionnaires the researcher then collected and analysed.

3.8 Validity, Reliability and Research Ethics

The techniques of research selected within the methodology were for the reason that they were convenient, relevant and effective. Alternative motives were that the researcher was able to travel to interviews arranged and collect questionnaires that were distributed. The researcher already had an idea of the area and therefore could co-ordinate her time efficiently during the distribution of questionnaires to the busy areas of the town.

To ensure the research was reliable the researcher firstly conducted interviews, from the interviewee’s responses the researcher was than able to create a pilot questionnaire and requested one participant to fill it in as seen in appendix five. Ensuring the pilot questionnaire with all the relevant questions asked was important, once this was clarified the researcher was then able to finalize and distribute the questionnaires, this can also been seen in appendix four.

The researcher furthermore had to require ethical approval before data collection commences as ethics is a primary responsibility of conduct of the ethical research which lies with the researcher. This ensured that the data collected during the research process was ethical and did not contravene any of Cardiff Metropolitan University’s ethical regulations.

Ethical approval can also be known as a safeguard to the researcher when conducting the research. the research the researcher also considered that occasionally there can be Ethical issues in Research, this includes researchers can be exposed to moral and ethical dilemmas and issues such as two dominant ethical principles in research with human subjects; informed consent and the protection of subject harm.

1.0 Executive summary

The current situation of Air market is not steady and could satisfy needs of customers, more and more negative news appear to show depression of AirAsia. AirAsia is a Malaysian-based company which owns airlines in Asia with low cost and provide 400 flight lines over 25 countries, the AirAsia was first founded in 1993 and operated in 1998 (Sen & Ng, 2008). With almost 20-year history, AirAsia could be regarded as the most successful company in Asia.

Brief analysis of AirAsia will be given in the report and further information will be provided to further support assistance for readers to know about AirAsia.

2.0 Introduction

The air market is struggling at present, more competitors are involved in the battle and the competence seems intense than ever before, higher price of energy and lower price of flights drive most of airplane companies loss profit and reduce revenue (Kernchen, 2007). Airline market in Europe, America especially in Asia is developing in opposite direction, with effects of financial crisis, less customers go out to travel by plane; economy is also influenced by crisis which drives less businessmen go aboard to invest by plane (Shaw, 2011). The airline companies around world are all affected by crisis, decrease the revenue. At the same time, the speed of development of technology is beyond imagination of people, most airline companies purchase new planes from countries expert in measuring planes such as America, China and Russia, which increase cost and make more difficult to balance finance. The objective of the report is to supply information of AirAsia for readers and assist them to better understand the factors affecting AirAsia in the future, potential threats AirAsia will face with. The report will state an analysis of AirAsia with PESTEL method, from various aspects to show the key external factors affect the development of AirAsia. Then the second part will discuss how the Market Liberalization in the Asia-Pacific assisted AirAsia’ growth in the region. The third part of report will implement data to show a SWOT analysis of AirAsia and Porter’s five forces to further supply information of AirAsia. With SWOT analysis and Porter’s five forces, potential challenges will be given which AirAsia will face in the future. Finally a conclusion will be referred to.

3.0 External factors affect AirAsia

Many factors will affect the development of an industry, which could easily divided into external and internal factors. To drive organizations progress better in the changeable world, to analyze and know what potential factors will affect organizations is essential. Eternal factors are easy to handle and organizations could prepare in advance before problems appear, especially for countries in Asia, most countries are at developing groups, external factors such as politics, economy or climates will affect organizations’ development in long-term (Kohama, 2003). Airline industry is easy affected by those external factors, so the following content will give a PESTEL analysis to help readers know what will affect AirAsia.

3.1 PESTEL analysis

PESTEL analysis is used by managers as one of the most essential frameworks to study the external factors that affect development of organizations, PESTEL stands for ‘Political, economic, social, technological, environmental and legal’ ( William & Green, 1997). The following content will focus on situation in Asia in the view of PESTEL analysis.

Political factors: Asia is a mixed region compared with other areas, there are various countries with different government systems, besides, Asia has a long history, however, most Asian seem to have the similar cultural backgrounds, the policies each country hold are totally different, and the independence movements are continues recently ( Zhang, 2003). AirAsia owns many subsidiaries in many Asian countries, since cold war, with intense relationship between China and Japan, Taiwan, continues conflict between South Korea and North Korea, the flights of AirAsia are affected by these political factors, the relationships among Asian countries are difficult to fortell and the politics in each country seem unsteady ( Yahuda,2005).

Economic factors: The economic growth in Asia increased faster since 1945, especially China and Japan, with independent and away from wars, these two countries develop beyond imagination. However, influenced by financial crisis, most Asian countries are struggling economic depression, the inflation rate raise, exchange rates change daily (Adams, 2006). All these unsteady factors drive less export and less people spend money on tourism which directly affects the revenue of AirAsia. The profit decline with less customers and less export for AirAsia.

Social factors: In Asia, tourism is not thought about as usual as Europeans, which means, under the effects of cultural background, Asians spend less money on tourism. However, Asians are sensitive to change of price, especially when they desire to go out by plane, lower price will attract them, AirAsia holds the advantages of lower price. With more branches set up in Asian countries, AirAsia will appeal more Asian customers. The population in Asia increase fast, changeable population in Asia drive more young people change locations to live, China and India, these two biggest countries in Asia means change of demand for AirAsia (Sanderson & Tan, 1995)

Technological factors: Technology plays important role in the airline industry especially for AirAsia which implement the low cost carriers. With more and more experts appearance in Asia, competitors in the field of airline are able to invent new things to reduce cost to win in the battle, if AirAsia wants win finally, the key is to invite more professional experts to join them. Innovation of competitors affects revenue of AirAsia, too. New airplanes with high technology would appeal to customers to change purchasing habits.

Environmental factors: Climate is a key factor which influences the revenue of AirAsia, however, natural factors are not planned or changed by human beings. Most of Asia countries realize the importance of protection for environment, with globalization and development of technology, the pollution raise and the living surroundings are damaged. Now, the slogan of ‘energy saving and emission reduction’ is popular in China, governments request most organizations use clear energy to produce, especially for airline companies, lower cost but less pollutions to environment, fuel or gas must conform to law of countries.

Legal factors: Taxation requested for customers will be increase by most countries, which will affect the revenue of AirAsia. Facing more taxation for tickets, customers will feel uncomfortable and ask to reduce the price of tickets. Tariff will change according to current economic situation of the world, especially for Asian countries who export goods with lower cost to compete with domestic industry. Environmental protection regulations will change to request AirAsia to use clear fuel or gas which increase cost and reduce revenue. Laws of export and import will also affect AirAsia, all these depend on policies of Asian countries and economy of the world.

3.2 SWOT analysis

After stating key external factors which will affect the revenue of AirAsia, the company also needs tools to analyze under these factors, what the development in the future, the SWOT analysis pursues an integrated strategic position by providing internal information to conclude the strengths, weakness and external information of opportunities and threats ( Bohm, 2009). The SWOT analysis of AirAsia can be seen below:

Figure 1:

Strengths:

Low cost compared with other competitors, the core value of AirAsia is low cost in Asia.

Effective management, correct strategic positions, target customers.

Simple models implemented in AirAsia, exploring for long time to find out suitable developing models.

Secure time and high quality of service attract more customers.

Expansion with more than five countries in Asia, multi-skilled employees in company means efficient workforce.

Continues innovation, experts teams to invent new type of airplanes.

Various airlines for customers, proving more choices for customers.

Weakness:

Lower cost means lower salary for employees, could not appeal skilled employees.

Government regulation and policies often change towards airports, higher taxation for customers and tariff for export and import.

More needs of customers, higher compensation asked by passengers increase cost of the company.

New entrants in this field, more intense competition in Asia.

Increasing price of gas and fuel, less profit for AirAsia.

Brand is vital for market, airplanes only with service worse than competitors who ask for higher price.

Opportunities:

Airlines from Asia to other countries should be provided.

Different model but still keep the principle of lower cost carriers.

Increase quality of customer service and try to set up a full-service with low fare.

Aggressive competition will drive air market prospers for new routes.

Higher price of fuel will push competitors out of air industry.

Threats:

Full service increase cost of AirAsia.

Entrants of air industry with lower cost.

Accident, change of climate and disaster will influence confidence of consumers.

Close relationship among each system in AirAis will limit development of company.

Higher salary asked by skilled employees, increasing cost of labor.

Government regulations and intense relationship among specific countries, unsteady politics in Asia.

(Lim, 2012)

3.3 Porter’s Five Forces

Porter’s five forces are used by managers to predict potential threats from competitors which will provide a model for managers to better understand the industry (Roy, 2011). After stating PESTEL and SWOT analysis of AirAsia, further information related with competitors will be provided in the following part. The diagram of Porter’s five forces could better help readers to know more about potential threats for AirAsia.

Figure 2?s

Rivalry

Strong competitors from China and Singapore with the similar motto ‘everyone can afford the air ticket’ as AirAsia.

Examples such as Spring Airlines in China and Value Air, Tiger Airways in Singapore are strong competitors for AirAsia.

Substitutes

In the field of air industry, the substitutes are not essential threats for AirAsia. Cars and trains are main substitutes, however, trains are chosen by passages only in China and India, with lower price and safe condition, not affected by change of climate, trains are influence air industry. Cars can be regarded as threats for AirAsia in limited conditions, only for customers who like driving and do not care time.

Threats of new entrants

Asian air market is a huge market with potential for most companies, not only for Asian air companies, new entrants from Europe and America also involve in intense competition with AirAsia. New entrants will change the supply and demand, affecting AirAsia’ market share. New airplanes and special service will attract loyal customers from AirAsia to new entrants.

Bargaining power of buyers.

Consumers have more choices facing large numbers of air companies; they will request higher quality of service and be strict with the take off time and arrival time. They will compare prices of competitors with AirAsia, complaining lower price of other airlines to reduce revenue of AirAsia.

Bargaining power of suppliers

Suppliers concentrated, fuel or gas suppliers are mainly in East Asia, and the price of fuel and gas are changing without any bargaining of air companies. Fewer suppliers for fuel and aircrafts mean higher price they could ask for.

The growth of AirAsia depends on many factors; the report has stated key external factors which will influence revenue of AirAsia, internal factors of strengths and weakness of AirAsia.

4.0 Conclusion

In conclusion, the report has stated three analysis of AirAsia in order to supply enough information for readers to understand the strategic positions and models the company implement. With PESTEL analysis, key external factors influencing AirAsia are mentioning and SWOT analysis to provide AirAsia’ strengths and weakness, AirAsia should keep the core value and supply better service with low cost carriers in long term. Porter’s five forces analysis also shows potential threats for AirAsia should notice in the future, with new entrants and existing competitors, AirAsia should change management strategy and appeal to more skilled staff.

Malaysia is a central of constitutional monarchy system in Southeast Asia. It is based on 13 states and three federal territories and has a total large are of land of 329,847 square kilometres. The capital city is Kuala Lumpur while Putrajaya is the base of the federal government. The population in 2009 is at over 28 million.

Since its independence, Malaysia has had one of the best economic records in Asia, with Gross Domestic Product growing an average 6.5% for the first 50 years of independence. It is an institution member of the Association of Southeast Asian Country and the Organization of Islamic Conference, and a member of Asia-Pacific Economic Corporation, the Commonwealth of Nations, and the Non-Aligned Movement. The economy of the country has traditionally been established by its natural resources, but is now also expanding in the sectors of science, tourism, commerce and medical tourism.

It has a diversity range of flora and fauna, and is considered one of the 17 different parts of countries. Malaysia is a impressive diverse country, with a great number of species. Two of three parts of Malaysia in large land of trees with a high quantity of lowland arise below an altitude of 760 meters. Like Borneo, East Malaysia was originally covered with lowland rainforests even though it is largely has been cleared causing most of the wildlife to escape into the upland rainforest. Rainforests in Malaysia are made of different types of living variety, mainly dipterocarp forests. The forest is the existing place of the largest flower in the world, Rafflesia which also has a unique unpleasant smell. Due to the declination of forests in Malaysia, the government has taken actions to solve the problem. Malaysian forests also consists of 1450 square mangroves in different parts of area.

1.2 Background of the Study

Malaysia is known for it’s richness in different perspectives of natural landscapes and environment especially among all the national parks. Tourism has becoming one of the most important elements in contributing into Malaysia’s economy sector.

Malaysia has some of the best national parks ready to be explored for its breathtaking view and inspiring landscape.

However, there are disappointments especially among Malaysians that do not see local national parks as a place to spend their holidays. Most Malaysians prefer anything else but having an engagement with the nature. People are still looking nature parks as an unexciting place to spend their holidays. Instead, it is more popular among foreign tourists. The reason why we Malaysians do not appreciate the nature that we have, it is because Malaysians do care less about nature. We are not educated enough about the importance of preserving the nature and understanding the concept of natural tourism.

1.3 Problem Statements

Ecotourism among youths in Malaysia is always the poor relation of tourism. Due to the growing travel eagerness and power spending among young people has recently brought ecotourism to a failing attraction among youths. The tourism market among young people is mainly attracted to materialistic aspect like shopping and dining for a much higher cost. The problem is based on various aspects of youths, starting with the young people that are not exposed enough to ecotourism. Young generations in Malaysia are not taught to love the environment since small. They are only concentrated on academic wise and ignoring the importance of keeping our nature spirit alive. Young people in recent time are not adventurous in traveling while in fact they are many destinations in Malaysia to be visit.

When people are no longer interested in ecotourism, people who are actually involved in ecotourism are lacking in their duties due to no support in financially and economically by the tourism ministry. They tend to loose interest in taking care of the ecotourism places and is not taken care of. The tourism ministry in Malaysia is not in fact being very supportive and not changing perceptions of social class boundaries. They are not taking any supportive action to improve ecotourism among young generation

1.4 Research Objectives

The objective of this study is to acknowledge the relationship between educational background and the effective aspect based on ecotourism among Malaysian youths.

To mark the stage of exploration regarding the theme of ecotourism for Malaysian youths.

To study the purpose in incorporating the ideas of youths view the range of vision and maintenance to the community.

Provide young people a chance to volunteer and adapt to new surroundings and get equally comfortable with their surroundings through ecotourism.

To require an opportunity to select an environment in variety and work together with the nature also teach exciting learning of environment for our future generations.

To search the involvement of youths in Malaysia guided by using quantitative methodology.

To provide the importance of ecotourism by adding implications and develop planning and practice.

Understanding the awareness among Malaysian youths in ecotourism, also increase an improvement in understanding responsible ecotourism destinations and better managed to the world.

1.5 Research Questions

Does level of knowledge affect the awareness level of Malaysian youths towards Ecotourism?

Does educational background affect the awareness level of Malaysian youths towards Ecotourism?

Why do Malaysian youths are not responsible in Ecotourism?

How does the Ministry of Tourism being supportive to Ecotourism?

1.6 Hypothesis Statement

Shell Malaysia Sustainable Development (SD) Grants Programme (2008) seeks to assist qualifying Malaysia-based NGOs, local academic institutions, schools, societies and individuals in executing their SD initiatives. They conduct an environmental conservation projects to conserve biodiversity, natural resources and ecosystems, including forests, wetlands, mangroves, coral reefs, and aerial in nature. The company is doing this to increase environmental awareness amongst the youth who live within the environmental heritage of Tanjung Kupang. Kelab Alami is a club build for the youth of Mukim Tg Kupang, Gelang Patah, Johor. The club works to increase environmental awareness amongst the young of this area so that they can understand and appreciate the natural heritage that is their backyard. Not only are they engaged in a constant series of environmental education programs, but they are trained as Youth Rangers who monitor the surrounding ecosystems and conduct regular habitat studies and experiments in the sea grass and mangroves also guided by scientist advisors. They are also trained as ecotourism guides for visiting schools or tourists so that they can share their environment with others.

According to Richards (2005) of ISTC/UNWTO he implies that the movement of in young people in higher education is an important source of income in many countries. Many countries mentioned the relationship between tourism and the wide range

of student exchange programme in operation scheme for intercultural exchange for university students. A link was also made between student travel and special interests related to the area of study, such as cultural heritage and architecture, which are important markets for the country. Student tourism also refers to

ECOTOURISM
TOURISM FEATURES

High spending tourists

Supports local Economy

Conserve local heritage

travel by schoolchildren, often related to learning about the history and culture of their own country. According to Richards, youth travel are well integrated in Malaysia, under the Eighth Malaysia Plan (2001-2005), student tourism has become a priority development area:

In view of the tremendous potential for education tourism and student tourism, greater efforts were made to promote Malaysia as a centre of educational excellence. During the review period, a Committee on Education Tourism was established to spearhead the development of education tourism, which includes marketing and promotion of education as well as the facilitation of administrative procedures for students and parents. Apart from participating in nine educational promotion activities organized by international agencies, Malaysia also conducted a total of 15 exhibitions and road shows in selected countries in the Middle East, Africa and Asia Pacific regions.

Students are often viewed as a low income market, for which special provision needs to be made in terms of discounted tourism services.

As stated by Manurung R. (2000) about the awareness in raising an education towards youth and the effective planning in Effort Improvement Several criteria.

He agreed that it must be deal with an issue in planning ecotourism development specifically the different uniqueness of natural experiences like ecosystem and geographical area for flora and fauna. He also stated that infrastructure in Malaysia are often lack of care with limited transport to ecotourism destinations, dividing departments of local land, threats to the ecosystem and the society’s acceptance of tourists. According to M.R. Yacob, A. Radam (2009), there are three institutional central figure involved in promoting tourism and ecotourism. The government, the private sector and the society. The government is related through the Ministries of Transportation and Telecommunication, the State Ministry for Tourism and Arts, the Environmental Impact Management Agency and local government. The government is the highest organization of tourism development, while travel agents, and other component part are the implementation of the body. The central government encourage the visual of diversity in Malaysia as a whole, but every area of organization has the power to do promotion of their own products. The movement between the three figures must be increased as the State Ministry for Tourism and Arts could not handle all tourism issues. However, the new characteristic political figure does not mean that the central government is free from duty to tourism, considering that tourism development is dimensional, subjective and component system. Restricted supply of funs, unorganized use of funds, safety precaution problems and the infrequency of leaders in government who have high levels of dedication and motivation to handle tourism development are simulative. The lack of professional resources and promotional funds are concerns. Even more, every challenge is seen as an opportunity. Promotion of tourist attractions or destinations must be increased, especially because of the poor image of Malaysia at the moment in the eyes of potential tourists. Promotion should be reasonable and standardized, for if the real situation is different to show by the promotion, it would only worsen the image of the whole country. Hence, M.R. Yacob, A. Radam (2009) stated that by being part of Asian nations, it can be used to promote ecotourism in Malaysia. In ecotourism, the officials of State Minister of Environment work together in managing environmental level, also being responsible for distinctive natural policy. In another point, Potential Impact Management Agency was set up to participate in ecotourism resources between two marine parks in Peninsular Malaysia. Because of this, this research approximate the value of ecotourism resources by using environmental economic devices features dependent method. Visitors are willing to pay by the research result that it may provide official advice to marine parks and to help develop management policies that improve ecotourism contribution to sustainable development in Malaysia. Abdullah M., Kamaruzaman J., Altaf H.S., Amat R.Y. (2008) together made a research on local community in their participation in ecotourism activities and resource protection and in protected areas that can be pursued through working together in the same management. Currently, the natural resources are degrading due to unselective use by the locals and visitors mainly in the form of exceeding the limits and tourism unsuitable activities. The study investigates the problems that affected natural resources and local community involvement in management to make things with such problem. MFC Jamil, BS Nor’Aini Yusof (2010) stated that the investigations that the relationship between organizational culture and financial performance of small and medium-sized enterprises in ecotourism area are affected. R.A. Aziz (2009) claims that general domestic tourism has been boosted by the increasing number of corporate retreats, family recreation, youth camps held at various tourist destinations around the country, the more affordable domestic air travel to various local destinations. The various affordable package tours being introduced and promoted to sustain interests and attract local as well as foreign tourists besides shopping, sports and recreational activities. The tourism products and services include cultural and heritage including geological tourism, eco-tourism, agro-tourism, homestay programme, thematic events and meeting incentives, and health tourism to cater to the varying interests and preferences. Infrastructure and communication facilities are expanded and upgraded. Road, rail, air and sea transportation improved. A total of approximately RM1.8 billion has been allocated under the Ninth Malaysia Plan to further develop and enhance Malaysia tourism industry. However, promoting heritage tourism could have environmental costs physically, socially and culturally. If it is not well-managed and regulated, heritage exploitation and consumption approach adopted in the pursuit for ‘tourist dollars’ has created irreparable damage to the physical character of many heritage places and sites. Development and construction of various tourist-related facilities and infrastructures near or sometime within the heritage resource itself – have also contributed to the damage of the social and economic structure of the area where the heritage is located. Amran Hamah (2004) stated that an educational tourism programme was developed by MOCAT and the Ministry of Education in 2001 to encourage local travel through the establishment of tourism clubs in schools. By doing so, students are being targeted as the catalyst to persuade their families to travel more regularly within the country. Recently, this Program Pelancongan Pelajar or Students Tourism Programme (PPP) has managed to attract tour operators as partners in the implementation and promotion of the programme. Potentially, this programme could be extended to include educational establishments and tourism destinations within the region. In the long run, it would be able to encourage more social contact and cultural exchanges as well as understanding between the youths in the region. There are weaknesses and opportunities of Malaysia’s tourism industry.

The weakness is its ‘low yield’ economic return, forced upon by the underselling of hotel rates, hence affecting the profit margin of most 4 to 5 star hotels. Consequently, the low profit margin has affected HRD and training and hotel refurbishment programmes, which in turn, has affected service quality. At sensitive areas such as islands and hill resorts, environmental degradation has also worsened over the last few years due to the lack of management and enforcement. Until the economic outlook for hoteliers improve, the tourism industry is expected to play safe and ‘keep what they have’ rather than embark on cross-border selling of tour packages.

As mentioned earlier, the opportunities for multi destination or cross border tourism have been vastly improved by the advent of budget airlines which are able to profitable serve destinations. In addition, the branding associated with World Heritage Sites and the growing interest in themed tours also provides new opportunities for intra regional travel. In the long term, youth travel within the country and possibly within the region will not only boost Asian cohesion but also develop a travelling culture amongst the nation and region’ s youth. In turn, the social benefit of youth travel has the potential to be transformed into an economic benefit in the future. Another main reason for their reluctance to be actively involved in tourism is the lack of mechanism for direct revenue capture given that almost all income from tourism are channelled back to the Federal government coffers. During a conference for youth tourism M. T. Mirza (2005) only focused on Japanese students by staying at Malaysian Homestay Association. The local young people is neglected and not supported by the Youth Organization. J. Jamil, M. Badaruddin, P. Ahmad (2007) developed an allocation by the Central government is more focused on physical developments such as road infrastructure, housing estates and public facilities in Penang Island. This scenario makes the tourism sector “being left behind” and its status is not guaranteed as the infrastructure construction is still been given the first priority. Competition of space and land use between infrastructure project and tourism attraction are always stiff. However, physical infrastructure will always take the lead. The government has no initiative to make replacement or maintenance work if the tourism areas are damaged or intruded by other physical economic developments. In Penang Island a survey result shows, out of seven tourist attractions that have been taken over for infrastructure development, only one have been replaced or given an alternative tourist site.

1.7 Theoretical and Conceptual Framework
Destination
Education Attractions
Target Market Economy Impact
Environment
1.8 Significance of the Study

The suggestion that is put forward to have significance in spite of the fact that the study in ecotourism among youth in Malaysia is much related to the roots of heritage and cultural aspect. It gives an impact towards economy and local environment. The development of ecotourism programmes among youth is an area that has received non-sufficient treatment both in theory and practice. The recreation field is used for the purpose of demonstrating fundamental differences between young explorer and young tourists. Ecotourism services are to develop meaningful programmes, utilize a recreation in satisfying the future generations as well as profitable organization. This will guide to professionalism in conducting an appropriate ecotourism programme including establishment of the sustainable design of ecotourism.

1.9 Scope and Limitations

The scope for this study mainly based on ecotourism industry that is growing fast in Malaysia in the 21st century. The importance of this sector to the economy of a developing country like Malaysia is significant, but difficult to measure with any precision. According to Malaysian Tourism Industry, young travellers grew from 14.6% in 1980 to 20% in 2001, and had been projected to reach 25% by 2005. As a matter of fact, youth travel is believed to be the fastest growing travel market segment, surpassing even ecotourism and cultural tourism. Mirza Mohammad Taiyab (2005). Ecotourism in Malaysia is a way to travel with definitions including an element of education and far from being uninhabited wilderness. The tourist accommodation is likewise sited some distance from the village, and is built in the traditional style using local materials taking advantages of any breeze. This study will look into the governmental issue of kind of infrastructure they build for ecotourism market.

The limitation was the sources to be found. The searches were done by Google Scholar with journals and articles, KDU Library and online book. Research for references were very limited as the topic above does not fulfil full requirement online. Besides, several journals and articles need to be purchased or log in as a member in order to read.

CHAPTER TWO
2.1 Literature Review
Definition of Ecotourism

People among youths travel and explore inside the country and other country for holiday. The are several purposes to travel by visiting friends, on holiday, study abroad, understand different cultures as well as for relaxation and adventure. Youth travel is a part of their process of changes to adulthood. Young people who are used to stay at home youth travel is considered as an additional segment of the education process which familiarize youths with their own country. The definition of youth travel market figure in ecotourism is not widely accepted due to the lack of seen through quality in measuring its size and characteristics. Youth travelers are recognized today as a great value to make an important contribution to the local economy. By visiting new places in their own country, they can develop personal skills, social connection and cultural chain in their search for new experience. The youth travel market in ecotourism can be divided into two categories. A youth travel that depends on their own self and youth travel with a number of people sharing experience together. Youth group travel consists of a group of six or more young people traveling together. A few experienced people in the industry has divide an additional to the youth group travel component into two groups. Youth which travel in groups in school also often referred to as student travel and also youth which travels in a group outside school. School-based youth group travel is specifically authorized by the sponsoring school, school board or school district.

Based on a study by Opperman (1992), he claimed that until the year of 1990, after 15 years of implementation of the Tourism Master Plan, tourism development was still unequally distributed amongst the region as suggested. Rapid development are more accumulate in West Coast of Peninsular Malaysia than on the East Coast. King (1993) however stated that Sabah and Sarawak were far behind in attracting tourists. Leong (1997) claimed that the disparity of tourism development among the region of tourists was caused by lack promoting in the tourism market. According to Din (1982) he also noted that the plan has a small reference to the (New Environmental Paradigm) NEP in terms of suggesting how would the government agencies play their role to encourage Bumiputeras to get involve in tourism industry. The criticism has been responded by the federal government and in 1990 National Development Policy (NDP) has been launched. The NDP also stressed on the importance of nationally integrated development. The strategies were brought from NEP objectives to eradicate poverty and restructure national society. Sixth Malaysia Plan (1995) proposed a two-pronged strategy of tourism development to increase foreign tourists inflows and to promote domestic tourists to reduce foreign exchange outflows on account of Malaysian travelers. The loss of many invaluable heritage by beeing natural and cultural seem to lead by the process of too many old buildings and monuments are destroyed to make way for new and modern ones. However, promoting heritage tourism could have environmental costs physically, socially and culturally if it is not well-managed and regulated. In many developing countries heritage exploitation and consumption approach adopted in the pursuit for tourists has created irreparable damage to the physical character of many heritage places and sites.

Development and construction of various tourist-related facilities and infrastructures – near or sometime within the heritage resource itself – have also contributed to the damage of the social and economic structure of the area where the heritage is located. Since the identified heritage are the very basis for the heritage tourism in the first place, it is important to rehabilitate, conserve, protect and even preserve those heritage. In so doing the natural or cultural resources would not be damaged or run down and thus could benefit future generations. Also, to do so would not only be in accordance with the objectives of sustainable development, but would also facilitate the inherent characteristics of the different areas besides promoting sustainable tourism. Sustainable tourism being defined as tourism that sustains or enhances the

geographical character of a place – its environment, culture, aesthetics, heritage and the wellbeing of its inhabitants (World Heritage Alliance Principles). Such tourism would help preserve both the environmental integrity of the sites as well as the cultural heritage of surrounding communities. Sustainable tourism also contribute to the sustainability of the local economies where livelihoods are often based on the cultivation of their natural environment and the income from the tourist industry.

Most local communities in tourist destinations are enthusiastic to participate in tourism activities. Tosun (2006) found that the majority (more than 80 percent) of the local community in a local destination would like to take the leading role as entrepreneurs and workers at all levels, besides encouraging other locals to invest in and work for the tourism industry. Confidence, support and motivation must come from the participants and authority in ensuring the sustainability of the homestay project. Obviously, not every form of community participation can contribute to the realization of the expected benefits of tourism.

In fact, most of the homestay projects in Malaysia require participation of not just the host family but the whole community including the school children and the youth club. For example, school children participate in the greeting ceremony as kompang players (a traditional musical instrument) while members of the youth club organise the traditional games demonstration. As a result, the homestay program helps in maintaining the traditional values of team work that creates the feeling of togetherness as well as nourishes social values within the community. The youths, and children may also generate their own income by taking part in cultural activities such as playing traditional musical instruments and performing dances.

Melaka International Youth Dialogue (2007) organized by the World Assembly of Youth (WAY) bring young people and youth leaders together from around the world to discuss themes including globalization and human capital development. MIYD selected a realization of the vast opportunities available to young people in ecotourism sector. Their objective is to:

Develop youth policies and laws to enhance youth participation in tourism sector

Create an enabling environment for youth participation in tourism sector

Establish credit schemes to provide soft loans for youth who are already in the industry and tourism industry player.

According to Dr T. Shanka, J. Musca (1998) more Malaysians (46%) took day trips compared with Singaporean students who took overnight trips (53%). Respondents from Malaysia (35%) or single (30%) or those aged between 20-24 years of age (31%) also would recommend the Albany/Esperance region overnight trips. Based on a supporting element of research by Dr. Prakorb Phon-ngam (2007) Youth tourism has a long history in Malaysia. Young people independently travel through the networks of youth hostel and railways for their own pleasure. Tourists can even check in for short courses in university campus, they could choose to stay in university dormitory, hostel, or with host family. As for Malaysian tourism planning research group, 2006, Youth Tourism becomes very important in many countries around the world, as can be seen recently, there was a Youth Tourism conference in Malaysia on May 3rd to May 5th 2006, organized by the Tourism of Malaysia. The main focuses of the conference were to provide a platform for the exchange of ideas and experiences with all the best practices in relation to youth tourism. By establishing youth ecotourism to identify problems, issues and prospects are in as a focus area for the ecotourism industry and to recommend policies. All the product development programs and strategic marketing approaches the youth to improve the quality of youth ecotourism as a commercial venture as well as a catalyst for cultural exchange and regional integration.

CHAPTER THREE
Research Methodology
3.1 General Methodology
http://scholar.google.com/scholar

www.pdftop.com/ebook/ecotourism+malaysia/

The Star ; February 17th 2004

New Straits Times ; February 19th 2004

Yahaya I. ; A.R.A. Rasid (2009) Homestay Program and Rural Community Development in Malaysia

Din, K.H. (1982). Tourism in Malaysia: competing needs in a plural society. Annals of Tourism Research

King, V.T. (1993). Tourism and Culture in Malaysia. In Hitchcock, M., King, V.T. & Parnwell, M.J.G. (Eds.) Tourism in South-East Asia

Leong, F.P. (1997). Tourism development in Malaysia: the role of domestic tourism in national integration

Oppermann, M. (1992) Spatial structure of tourism in Peninsular Malaysia: a preliminary study. Tourism Recreation Research

Marzuki A. (2010) TOURISM DEVELOPMENT IN MALAYSIA. A REVIEW ON FEDERAL GOVERNMENT POLICIES

Amran H. (2004) POLICY AND PLANNING OF THE TOURISM INDUSTRY IN MALAYSIA

RA AZIZ – (2009)

Abdullah M., Kamaruzaman J., Altaf H.S., Amat R.Y. (2008)

MR Yacob, A Radam (2009) – Journal of Sustainable Development

Richards G. Survey on Student and Youth Tourism among

National Tourism Administrations/Organizations

Ricardo M. (2000)

Ecotourism in Indonesia

Mirza M.T. (2005) The Role and Importance of Youth Tourism In The Malaysian Tourism Industry.

MFC Jamil, BS Nor’Aini Yusof (2010) – World Applied Sciences Journal

Jamil J., Badaruddin M., Puad A.(2007)

CRITICAL TOURIST DESTINATION: THE IMPACT OF THE

MALAYSIAN DEVELOPMENT AGENDA TOWARDS NATUREBASED

TOURIST ATTRACTION

Tosun, C. (2006) Expected Nature of Community Participation in Tourism Development Tourism Management

Dr Tekle Shanka and Mr John Musca

Australia and New Zealand Marketing Academy Conference 1998

AN EXPLORATORY STUDY OF

INTERNATIONAL STUDENTS’

INVOLVEMENT IN DOMESTIC TOURISM

– A WEST AUSTRALIAN CASE

Dr. Prakorb Phon-ngam

Vice President for International Affairs and Quality Assurance (2007)

GMS Discoveries: Borderless Issues for Regional Strengthening

and Sustainable Development

This report is about Ocean Park of Hong Kong – one of the largest amusement ocean park in the Orient and even in the world.

In this report we are going to cover such topic as strategy concepts of Ocean Park, external and internal environment of organisation and its corporate, business-level and international strategy. On base of data collected we’ll give our recommendation and advice to CEO and Board of Ocean Park of Hong Kong about Park’s strategy to the next 10 years (from 2005 to 2015).

The main aim of this report is to provide in-depth strategic analysis to CEO and Board members. Thus, this work is focused on challenges, opportunities and threats of organisation, its culture and economic aspects, strengths and weaknesses of organisation, core competency of ocean park in order to help to improve it in anticipation of arrival of Hong Kong Disneyland.

Strategy concepts and vocabulary
-Mission (Strategic purpose, not specified)

Ocean Park provides all guests with memorable experiences that combine entertainment and education, while inspiring life long learning and conservation advocacy. Our aim is to maintain a healthy financial status, while striving to deliver the highest standards of safety, animal care, products and guest service.
http://www.oceanpark.com.hk/html/en/footer/corporate-information/vision.html

-create all activities for perfect family holiday

-increase involvements of visitors in environmental issues and lives of animals

-Goals and objectives to fulfill its mission

“Boost the number of annual visitors from four million in 2004 to five million by 2010”

“To make a 0,5 per cent contribution to Hong Kong’s gross domestic product (GDP) in 2010” (page 7)

-Vision (More specified)

http://www.oceanpark.com.hk/html/en/footer/corporate-information/vision.html
Ocean Park aspires to be a world leader in providing excellent guest experiences in a theme park environment connecting people with nature

– Become number one marine-based park for each family not only from Hong-Kong but also from mainland China.

– To be main attraction for all tourists, who visit Hong-Kong

-What performance measures would you use to determine the success of Ocean Park?

-It is the hometown favorite. It had been a long-time favorite of several generations ((it’s been operated for more 28 years). Many local people were sympathetic to Ocean Park. People who had visited the park as children were now bringing their own children to visit the park. Its reputation even extended into mainland China. It had become a fixture of Hong Kong’s cultural heritage. (p.5)

-The number of visitors in 2004 is 4 m of people (with daily maximum capacity 35,000 people).

-Total revenue in 2004 was 536, 2 HK$ m comparing to 428,3 HK$ m in 2003, surplus for 2004 year was 95,7 HK$ m comparing to deficit 4,1 HK$ m in 2003.

– recognizability of new brand (Whiskers became a household name in Hong Kong)

-Who are the various stakeholders in Ocean Park organization (how might they impact on its purpose and mission)?
Stakeholders, who help to achieve park’s purpose and mission:

Hong Kong government, Home Affairs Bureau and the Tourism Board, employees of Ocean Park corporation, its visitors (customers).

Interfere with achieving park’s purpose and mission:

Activist groups (certain environmental groups and animal rights activists) – forbid of buying and transportation exotic animals to park, trade associations and unions (bus companies and taxi drivers) – forbid in building a mass transit railway (MTR), competitors – regain market share.

External Environment

-Conduct a PESTEL analysis for Ocean Park, identify the key driving forces for change facing Ocean Park; Rank key driving forces based on their predictability and potential impact on Ocean Park, then develop some scenarios and identify implications of these scenarios for Ocean Park.

PESTEL:

Political:

Government support

Improving relationship between Hong Kong and Mainland China

Promotion of tourism

the easiness of the restrictions and promotion of the free travel of China in 2003 that helped to inject a new life to the tourism industry of Hong Kong

environmental law

Economic:

Growth and development of the global amusement park industry

Disneyland’s arrival

Increasing number of mainland visitors

Increasing standards of living in midland China

Raise and spend HK$5.55 billion

Social:

Major events and activities (peak seasons and holiday themes: Chinese New Year, Easter Holiday, Summer Holiday, Halloween and Christmas)

Media, advertisement and publicity, required for these special events

Change of demographic (Population growth rate, age distribution, size of families)

Increasing the cost of labor and more guarantees for employees

Negative affect of Outbreak of Severe Acute Respiratory Syndrome (SARS) outcome

Technological:

Development of the amusement machinery industry

Increasing popularity of new technologies for consumers (internet, mobile, digital camera)

Amortization of park equipment

Developing of new transport system (for example, a mass transit railway (MTR))

Research and development activities (creating of new park amusement)

Environmental:

Opposition from certain environmental groups about the importation of wild animals to Ocean Park

Expenses on maintenance of exotic animals

Protests of animal rights activists against relocation of animals

Climate change (rain season in spring, hot in summer, typhoons in summer)

Legal:

Approval of Town Planning Board for hotel, Legislative Council for MTR station.

Restrictions on mergers

Employment laws

Key driving forces and their ranking :

1)Global changing in tourism for Hong-Kong and Asia-Pacific region (development of tourism in region)

2)Raise and spend HK$5.55 billion from private and government loans to revamp park’s well-worn product line (approval of development plan)

3)Disneyland’s arrival – worldwide success of main competitor-Disneyland, coming to Hong Kong (Disney’s success or failure)

Binary table of scenarios for Ocean Park’s key drivers (in decreasing order of their impact on park):
Development of tourism in region
Approval of development plan
Disney’s failure
Scenario
+
+
+
Successful scenario
+
+
–
+
–
+
Middle scenario
+
–
–
–
+
+
–
+
–
–
–
+
Failure scenario
–
–
–
-Define Ocean Park’s industry and conduct a five forces analysis: Which are the dominant forces in the industry? How may the five forces change? What are the underlying dynamics which are driving these five forces, and how may the five forces change? What are the impacts on key competitors and on Ocean Park? What can be done to influence the impact of the five forces?

Five forces analysis for amusement park industry:

1) Threat of New Entry

In terms of the amusement park industry, the entry barrier is high due to the need to invest large amount of financial resources (for park equipment, human resources maintenance), a lot of time required for park’s planning, construction, development and launching, a lot of licenses and legalization required (safety, sanitary, security etc.). In addition to the amusement park required land for a full scale development. This factor is important because Hong Kong has a high land price real estate market.

Re-write in own words!!!!!

2) Threat of Rivalry:

It is important to consider that with lack of differentiation, visitors’ choice will greatly over the price and service, thus causes pressure for the intense price and service competition. Due to high threat of rivalry, Ocean Park is implementing different plans and activities such as redevelopment and introduction of new attractions in order to catch the attention of the visitors and differentiate themselves from rivals. There are no rivals with exactly the same range of products. Disney’s arrival is only expected.

Re-write in own words!!!!!

3) Threat of Substitution:

(where this information from?? – I like this point!))

The main threat of substitution is Hong Kong Disneyland & Wetland Park, a new international theme park and an educational park (Appendix 2)??? Apart from this, there are other forms of substitution. From the education side, Hong Kong residents can switch to go to Cultural Centre, Mai Po Wetland, Hong Kong Zoological and Botanical Garden. For entertainment purpose, they can visit the Karaoke, Cinema, Game Centre, or have a day trip to China.

4) Bargaining power of buyers (visitors):

(where this information from?? – I like this point!)

-Tourists

Tourists have a low bargaining power as long as “must see” image successfully built-up and the Park cannot be replaced by other substitutes. Therefore, Ocean Park focuses to build up this image especially in Asia.

– Local residents

The buying power of local resident is high since they have many choices as mentioned above. The switching cost is relatively low. Also, Hong Kong people like new experience and their loyalty to the product are generally low. The Park, therefore, launched difference programs like “Big Five” events with difference theme each year to bring new excitement and experience to them. Besides, special discount in low season and year pass intent to attract…???

5) The power of suppliers.

Suppliers have quite high power. Thus, construction elements of amusement rides are huge and complicated, that’s why park is highly tied with supplier. Otherwise, this market is developed and the choice of suppliers is become greater now. While constructing buildings (hotels, etc) with particular contractor park can’t easily change to another contractor because of high switching cost). The situation with the exotic animals is such as Ocean Park can buy in particular country only.

Which are the dominant forces in the industry?

The dominant forces in the industry are: rivalry, buyers and substitutes.

How may the five forces change?

Looking forward, the five forces will change in this way:

-Rivalry will increase with Disney’s arrival;

-Buyer power will increase slightly;

-Substitute threat will also increase;

-Entry threat decrease dramatically;

-Supplier power will also decrease. (Exhibit 2.5 – p.72)

What are the underlying dynamics which are driving these five forces?

Aftermath of economic crises and increasing in number of suppliers will decrease supplier power.

Disney’s arrival decrease entry threat in entertainment park industry.

Developing of new technologies will affect rising of substitutes. Also competitors with new technologies will gain (in this aspect Disney has an advantage)

Disney’s arrival increase demands in diversification of Ocean Park’s products.

Ticket price advantages (185 HK$ for adult ticket at Ocean Park compared to 295HK$ for the same ticket at Disney).

The main rival (Disney) is also same market oriented (families with children).

What are the impacts on key competitors and on Ocean Park?

Five forces much more affect Wetland park – Ocean Park’s key competitor, located at the northern part of Tin Shui Wai, in Yuen Long – than Ocean Park itself, because Wetland park’s products are less differentiated. It has “a 10,000m2 visitor centre, Wetland Interactive World, and a 60-hectare Wetland Reserve.” (http://www.wetlandpark.com/en/aboutus/overview.asp). Arrival of other competitor – Disney and it’s substitutes – doesn’t affect much Ocean Park because it has it’s its own niche.

What can be done to influence the impact of the five forces?

More differentiation of new products, directed mainly to Chinese native culture will affect rivalry, substitutes and buyers. Unique high-quality products and services also will influence buyers. For seeking suppliers big impact will have Internet and special web-sites with best quality of service, characteristics, recommendations and prices.

Conduct a strategic group/space analysis for Ocean Park

There are 2 key competitors for Ocean Park:

First one is mentioned above Hong Kong Wetland Park. It is a conservation, education and tourism facility, consisted of large visitor centre, Wetland Interactive World and a Wetland Reserve. This park provided visitors with opportunities to observe wildlife, awareness and understanding the values of wetlands throughout the East Asian Region and beyond, wetlands conservation. So, it’s mainly about wetlands. The Hong Kong Wetland Park is also going to be a world-class ecotourism facility to serve both local residents and overseas tourists.(ttp://www.wetlandpark.com/en/aboutus/mission.asp)

Compare to Disneyland and Ocean Park, Hong Kong Wetland Park has different facilities and product range (such as themed exhibition galleries, a theatre, a souvenir shop, an indoor play area), provide different services and thus, like Disney and Ocean Park, has its own niche. The range of facilities provided is the narrowest among 3 parks. Thus, Wetland Park can’t meet demand of those visitors, who are looking for excitements and extreme pleasure, which can be found on a rides at 2 other parks.

Who are the main visitors? Is it local or global? Is it has the lowest range of facilities than Ocean Park and Disney? Much lower prices.

The second one – arriving in a nearest future The Hong Kong Disneyland.

After 28 years of operating as a near monopoly, Ocean Park would soon have to compete with one of the biggest names in the entertainment and theme park industry. Moreover, Disneyland targets the same group of park’s customers – families with children.

It has well-known brand and reputation. It’s the world leader in terms of entertainment. Several of Disney’s characters (Mickey Mouse, Donald Duck and Winnie the Pooh) were household names all over the world, including in Hong Kong. Thus, Ocean Park’s mascot, Whiskeys, appear lackluster by comparison. Image, which Disney company holds almost for a century (The Walt Disney Company was founded in 1923) and Disneyland itself (first park was opened in 1955) for half a century (compared to 28 years of Ocean park) helps to attract visitors not only from Hong Kong and midland China, but also from different part of the globe, especially those who are from the USA and Europe.

Among other advantages of Disneyland are:

– location: it could be reached in just 10 minutes from Hong Kong’s airport and less than 30 minutes from downtown Hong Kong.

-at least 5.6 million people were expected to visit the Hong Kong Disneyland during its first year of operation (compared to 4 million of Ocean Park expected visitors).

-the price claimed to be the least expensive among the five Disney amusement parks throughout the world.

-the area of Disneyland is 310 acres compared to 215 acres of Ocean Park.

-5 times greater investment than for Ocean Park.

-Expected economic effectiveness is 3 billion more.

-world-renowned innovation

-high customer service standards

Strategic groups within the entertainment and theme park industry in Hong Kong

Broad

Ocean
Park

Geographical Scope

Global

Product range

Disneyland

Narrow

Wetland Park

Local

Conduct a market segment analysis for Ocean Park: How is the market segmented? How could it be segmented? Where would you position Ocean Park’s products and services? Where would you position the competitor’s products?

Ocean Park is a part of entertainment and theme industry. Its market is families with children. Disneyland – future competitor – applies to the same market. Despite this, Ocean Park has its own niche – visitor from midland China.

Internal Environment
-What resources and capabilities does Ocean Park have?
Resources (what a firm has):

1)Tangible:

-financial – suppliers of money (private and government loans) – expected HK$5,6 billion investment; HK$145 billion economic effectiveness; surplus from operations in 2004 was HK$182,2 million on revenues of HK$536,2 million ???;

-physical – Sea World, marine life and real animals:35 rides and attractions; 3 hotels; favorable and convenient location on the southern side of Hong Kong Island; wide range of new activities, such as the Abyss Turbo Drop thrill ride, seasonal and special events, popular water-related activities, interactive activities with animals, “edutainment” programs, successful Sea Jelly Spectacular and so on.

2)Intangible:

– long-time reputation of park with government, customers,

-new brand – sea lion named Whiskers;

-cultural heritage of Hong Kong

-great number of repeated visitors

3)Human:

-37,100 employees, their skills and knowledge;

-Thomas Mehrmann, new CEO of Ocean Park, and his previous experience at US-based Six Flags Corporation;

Natural and wild life focus (Interactive activities with animals)
Recreation and education
Capabilities (what a firm can do)

-New products, facilities and services development capability – continually adding new features and attractions (such as: a new roller coaster, a subzero Ice Palace, 7.6 million liter aquarium with an underwater restaurant, extra 33 animals species, the number of rides doubled to 70), so, become a nearest future one of the best marine-based theme park with strong connection with nature;

-Keeping park attractions fresh, novel and exciting, while minimizing costs;

– research and development, marketing and sales capabilities: plan to refurbish and rename Ocean Park’s 2 major areas (the Lowland and the Highland), new hotels to be developed, including a five-star boutique, spa-type hotel – this redevelopment plan would be completed in 2012!! – recommendation part too!!, plan to open offices in the major urban areas of Guangzhou, Beijing and Shanghai to enhance promotional activities in Hong Kong and attract more mainland visitors

-new incentive compensation, that linked employee compensation to the financial performance of park

-What might be the competence of Ocean Park?

Core competences – resources and competences which are both valuable to customers and difficult to imitate

-distinctive work culture, with its own norms and practices

-local market loyalty

-unique SmartFun Annual Pass program

-cultural aspect (cultural heritage of Hong Kong), orientation on specific market segment-mainland Chinese visitors,

-long-term reputation, distinct Chinese characteristics

-powerful brand

-customer trust

-primary focus of OP on real nature and wildlife in contrast to Disney’s strengths in cartoon characters, castles, virtual reality and fantasy

-focused on education and the live animal attractions — one of the key elements that will differentiate it from Hong Kong Disneyland when it opens in 2005. (from Echo’s articles)

-cost and differentiation of product (continually adding new features and attractions as well as price advantage over Disney encouraged visitors to return to the park)

-The aerial tram that takes visitors from the entrance side of the park over a hill to the rest of the attractions has become a Hong Kong tourism icon-is it still true?? (from Echo’s articles)

Competitive advantage is explained by the distinctiveness of its resources and capabilities, by offering customers greater value by means of lower prices or greater benefits and service

Competitive Advantages of Ocean Park over Disney:

-long-time reputation, -hometown favorite,

-cultural heritage of Hong Kong, orientation mostly on visitors from midland China

-first-mover advantages

-no need to engage in high-profile advertising and publicity, rely more on word-of-mouth

-more diverse and wide range of products (including Sea World, marine life, real animals plus 35 rides and attractions)

– price advantage: the admission price for Disneyland is expected more than twice higher for child and one and a half higher for adult than price of Ocean park. And visitors from mainland China are very price sensitive. SmartFun Annual Pass program with unlimited admission to the park for its holders within a year, and discounted prices for food, souvenirs

-Infrastructure – 3 hotels had been constructed comparing to 2 at Disney.

-orientation not only on entertainment, but also on education of visitors,

– differentiating by focusing on ecology and conservation issues

-recognizable brand

-In addition to all the American fun at the park, traditional Chinese holidays are still observed (Chinese New Year)

-Disney has its characters, but we have flexibility to mix and match and bring in other entertainment (from Echo’s articles)

-Does Ocean Park build its strategy on its resources, capabilities and competences?
Yes.
Importation of more species
Water/Sea-related construction
Hotel-better recreation
-Are they sustainable? How can they be developed?
Sustainable to some extent, but with some limitation.
For example, it may face the opposition from environmental group.

They can’t relay only on resources, capabilities and competences-they need to be developed, innovated and refreshed, because they may begin to look dated and shabby for their visitors.

SWOT Analysis

Positive impact
Negative impact
Internal environment
Strengths

-Diversified and wide range of amusements (thrills, animals, seasonal and special events)

-product line revamp

-Highly linked with culture of mainland Chinese visitors, knows their demands and behavior

-the main, oldest and most famous amusement park in the country (long-time reputation, hometown favorite),

-cultural heritage of Hong Kong,

-28 years of operating as a near monopoly

-no need to engage in high-profile advertising and publicity, rely more on word-of-mouth

-strong business connection to the local government (support from the government of Hong Kong and mainland China)

-renovation of the park’s brand image

-mascot as a brand

-previous experience of Thomas Mehrmann (new CEO of Ocean Park) in theme park industry (at US-based Six Flags Corporation)

-local market loyalty

-positive image of park

Weaknesses

-Located on a hills-hard to get to some riders-that’s why visitors experienced rides only once.

-different facilities are old and un-attractive and need renovation

-a lot of activities depend on weather???-ask Echo about it

-no substantial capital investment

External environment
Opportunities

-focusing on delivering mainland China’s visitors as well as foreign visitors

-development of new transportation South Island Line (when???-check case-and ask Echo about it) that would cause convenience and fast access direct to the Park for the foreign and local visitors.

-plan to build a mass transit railway (MTR) station to connect OP to the subway grid

-the development and improvement of the amusement machinery can impact the services and features of the organization and its relationship to their foreign visitors.

– raise the standards of park with Disneyland arrival

– fostering sponsorships

– plan for building new hotels (boutique and spa-type) – orientation on luxury tourism – new market segment

Threats

-economical instability (such as the Asian financial crisis of 1999-2001, lasted for 3 difficult years for OP ), outbreak of different diseases, such as Severe Acute Respiratory Syndrome (SARS) in 2003 (Both these factors can affect number of visitors and their buying behavior, worsening the park financial situation)

-arrival of Disneyland Hong Kong

-OP was situated on valuable real estate: it could be shut down and its land could be sold off for other recreational or commercial purposes.

Recommendation – p.6-7!!!

(recommend to use this business connection for future purposes, such as building a subway line for the visitors (it’ll happen in 2007). Say, in 3 years

Build a mass transit railway (MTR) station for connection to the subway grid. Till 2015)

(recommend to start innovation process, it will take about 6 years). Say, in 5 years

This report talks about the accommodation on Hilton Hotel in Salalah. In methodology we used many techniques such as exploratory and quantitative. The objectives of this research are evaluating these things that are related to Hilton Hotel accommodation:

1- Evaluate making reservation.

2- Evaluate transport.

3- Evaluate exterior.

4- Evaluate the reception.

5- Evaluate rooms.

6- Evaluate the restaurants.

7- Evaluate restroom.

8- Evaluate other Hotel services.

The main recommendation of the research is to improve and develop the product and service that is develop the tourism in Oman and make it contribute with GDP (General Domestic Profit) and reduce depend on Oil.

INTRODUCTION AND BACKGROUND:

The purpose of this assignment is to inspect, evaluate and recommendation to improve and develop the tourism industry in Sultanate of Oman. In this research we will evaluate the accommodation service that the Hilton Hotel provides it for the tourists. we will evaluate making reservation, transport, exterior, reception, rooms, restaurants, restroom and other Hotel services. Then we will write some recommendations that help to improve and develop the accommodation services in Hilton Hotel. In this assignment we will focus on accommodations only but in this hotel they provides many others product and services for the tourists. Tourism is the main ingredient in most countries of the world and adopt some of these countries is entirely dependent on tourism increase the GDP (General Domestic Profit) of these countries.

In early nineties, with the exception of the Emirate of Dubai and Bahrain were the Gulf governments not pay attention to the tourism sector to several considerations including political, social and economic.

The Gulf countries were not known to the tourists in the past with the beginning of 1992 and after the Gulf War second it began to focus in this sector and try to attract the tourists of entire the world.

Recently, the Gulf countries become good place for tourism because it has many things that is attract the tourist such as the natural, buildings, animals, environment, cultures and so on.

Oman has the potential of natural and picturesque which is worth to visit and watch. Moreover, the natural locations that tourist attraction found in all provinces and regions of the Sultanate of Oman. It is includes valleys and springs, majestic mountains which is covered by the greenery, trees, flowers and plants as well as various types of animals, birds and fish.. Moreover, the sand, hills and mountain caves, and last but not least Kharief Salalah.

Dhofar Governorate has an importance historic and a special place in the past and now. Dhofar Governoraten has ten states and it are: Salalah, Thumrait, Mirbat, Sadah, Rakhyout, Dilkot, Makecn, and Schlemm Islands Allaniat and mandate Mazyona. The city of (Salalah) is the Regional Centre for conservation and it is away from Muscat about 1023 KM. also, it is characterized by the religious tourism, historical, where there are many sites of religious nature such as the (Al-hqaf) that was mentioned in the Holy Quran and the tomb of the Prophet Hood, and the Prophet (Ayyub). Moreover, besides it there is in Dhofar ruins of the city AL-balied and Port Sumhuram historic famous export of frankincense at Khor Rori.

REVIEW OF THE LITERATURE:

Hilton Salalah is considering five stars and it has 147rooms and suites. It designed and equipment with very comfort and luxury. Moreover, it has advantage of it s location overlooking the beach of the Arabian Sea as well as several recreational facilities such as tropical garden, swimming pools, tennis courts, and so on that makes the tourist enjoy. Also, it has the best restaurants in Salalah such as Al Maha restaurant which offers a mix of Arab while the tourists enjoy to watching the sea. It has 6 international restaurants that provide foods and drinks for all tourists from whole the world.

Hilton Guest Room

Wake up to this local-style 42mA?/452sq.ft room with separate seating area and high-speed internet access. Get to work at the large desk in the separate working area, take time off in the easy chair or sofa and gaze at the mountain view…. more

Hilton Guest Room

“Wake up to this local-style 42mA?/452sq.ft room with separate seating area and high-speed internet access. Get to work at the large desk in the separate working area, take time off in the easy chair or sofa and gaze at the Mountain View. Special touches include magazines, mineral water, chocolates and fruit”(1)

RESEARCH METHODOLOGY:

This research is done as we asked in Introduction to Hospitality and tourism management course. This research will be written depending on my objectives as we was written before. The nature of my research is Evaluate research, because the main goals of this research to evaluate many things as we said in my objectives also approve my expectations of many things. In addition, the kind of the research is evaluation.

From this assignment we want to evaluate the accommodation service that the Hilton Hotel provides it for tourists. we started my project by limiting the objectives which my research will be rely on. Then we looked for more information from books, internet, magazines and newspapers to write down the literature review and prove it by some references. However, we designed my survey and then we wrote the methodology and arrange it.

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http://www1.hilton.com/en_US/hi/hotel/SLLHIHI-Hilton-Salalah-Resort/accommodations.do;jsessionid=247163ECBF6F821A7079E2A9AAFEF8A1.etc41

Then we outlined the findings term depending on what the information we got from my resources. Through that time, we have completed all steps of the assignments.

we use convenience sampling because we did not have enough time. So too, with my research about information we used various resources to find more information and details to make my research more useful by giving some facts and experiences of many people. All quotations of the projects were from my course, internet and books.

FINDING:
1. The elements upon which Accommodation Establishments should be evaluated include:
Making a Reservation:

In this hotel the establishment’s ability to make a guest feel welcome, acknowledged and appreciated is very good by provide good quality for the tourists. Moreover, the ease with which an establishment is reached or located, by telephone or on site is good because it is so far from the airport and city center so the tourist fined a problem to reach it. The reservation procedure is very easy and the tourists can reserve by many ways such as by web site, telephone and go to the hotel. The ability to determine special needs and requirements is very good by ask the tourist few questions. The tourists can find a lot of information that they need from this hotel.

Transport:

In this hotel they have ability to make a guest feel welcome, acknowledged and appreciated by offers many kinds of cars for rent. They divided the types of cars into 7 groups. It is economy, compact, intermediate, full-size, four wheel drive and premium. Also, they offer driver for those who cant driving or don’t have driving license. The Staff behavior and communication skills in this Hotel is very good. also, it Adherence to all relevant laws and regulations that the government put it for this kind of enterprise. As Nasser observed (tourist) said, “it are cleanliness, maintenance and the level of service offered to it is very high. The Staff behavior and communication skills in this Hotel is very good. also, it Adherence to all relevant laws and regulations that the government put it for this kind of enterprise”.(1)

Exterior:

The Cleanliness and maintenance of the exterior of the establishment’s buildings and pavements is very good and looks nice and the tourists find a lot of signage that guide them as they want to go inside the hotel. Moreover, there is a lot of parking that for more than 100 cars inside the hotel.

Reception – Check In:

Nasser said “the first impression created by the establishment and its staff is very good. Also they have ability to make a guest feel welcome, acknowledged and appreciated. The level of service provided is very good with a good quality by offers facilities for the tourist. Also, the staff behavior and communication skills is very good and the best thing that attract them when we went there is they smile for them and that makes them happy to deal with this hotel”.

Rooms

The cleanliness of the rooms visited is very good and it looks nice and luxury. Moreover, the facilities and amenities within the room are beautiful and attract the tourists. Also, they clean it every day to be comfort for the tourists.

Restaurant – Dinner and Breakfast

The establishment’s ability to make a guest feel welcome and appreciated upon arrival and departure is very good. The Table appearance nice and the ambience are very nice and comfort. In this hotel, there are six international restaurants and it provides every kind of foods that that the tourists want with a very good and modern way to present foods.

(1) Intervew with Nasser Salim (Tourits, Who Visited Hilton Hotel in Salalah) On Thersday 25/11/2010 , 9:00 PM

Restroom:

The cleanliness, maintenance and comfort of all restrooms visited is very good and they clean it twice per day.

Other Hotel Services:

In this hotel, there is Porter Service for tourist who arrival and departure. Also, there is Room Service, Minibar Service and Wake up Call Service. They provide this service with high quality that makes the tourist happy.

SUMMARY AND CONCLUSION:

Through this assignment we tried to valuate the accommodation service in Hilton Hotel in Salalah in different ways as we said before. we tried to give background of people reactions to accommodation service that this Hotel provides it for tourists. All finding appeared the accommodation service is very good in generally. Finally, we hope that this assignment could be as a tool of information who read it, or as helpful research for who will use it in his studies as a resource.

RECOMMENDATIONS:

1- Try to increase the campaign of advertisement about the accommodation service.

2- Try to provide some pictures of Omani cultures, attraction places and so on inside the rooms.

3- Try to give tourists better impression to take part with accommodation services.

4- Try to minimize price that makes the tourists staying more times.

5- My main recommendation to this Hotel to take good care of their tourists and try to maintenance the rooms every month to makes the tourists feel comfort.

According to statistics, there are aspects which affect our way of thinking much more than mass media alone. The information and advice we are fed daily from various sources can often be ignored by us, but the mass media influences us all greatly, therefore, it is important for us to define mass media.

The term “mass media” was first used in the 1920s to denote a section of the media aimed at targeting the lager audience using outlets such as nationwide radio networks and mass circulation of newspapers and magazines, though some forms of mass media such as books and manuscripts had already been used successfully for centuries.

Mass media includes Internet media such as podcasts, blogs, message boards and video. We now have the kind of exposure that is compares in scale to that which was once restricted only to a certain band of mass media producers. Such audience communication has been considered by various commentators as forming a mass society with special characteristics, in particular, atomization or the lack of social connections this makes it especially open to the influence of modern mass media techniques such as advertising and propaganda. Public media as a term is used much less and is defined as “media whose mission is to server or engage a public”.

Mass media can be used for several purposes, these include:

a. Advocacy, in business and social matters. This can include advertising, marketing, propaganda, public relations, and political communication.

b. Entertainment, traditionally in the performing of music, acting and sports and more recently during the late 20th century via video and computer games.

c. Public service announcements.

What makes mass media so attractive? The tourism industry harnesses the mass media which in turn holds a form of mystique to the public. This is because the designed communication appeals to a wider demographic. Advances made in mass media technology aides the marketing and promotion of tourism. If it gets people talking then this is a sign of a good mass marketing drive. If it succeeds then not only does it mean that the advertising drive has worked well, but also that the organisation in charge will benefit by the much valued and sought after word-of-mouth method of advertising.

2) Types of Media

It can be possible to divide the types of Media into 3 categories: Print Media, Electronic Media and New-age Media.

a-? Print Media a-„

a. Book

A book is a collection of sheets of paper, parchment or other material with a piece of text written on them, bound together along one edge within covers. A book is also a literary work or a main division of such a work.

b. Magazine

A magazine is a periodical publication containing a variety of articles, generally financed by advertising and/or purchase by readers. Magazines are typically published weekly, biweekly, monthly, bimonthly or quarterly, with a date on the cover that is in advance of the date it is actually published. They are often printed in color on coated paper, and are bound with a soft cover.

Magazines can be classified as:

General interest magazines (e.g. Frontline, India Today, The Week, The Sunday Indian etc)

Special interest magazines (women’s, sports, business, scuba diving, etc)

c. Newspaper

A newspaper is a publication containing news and information and advertising, usually printed on low-cost paper called newsprint. It may be general or special interest, most often published daily or weekly. The first printed newspaper was published in 1605, and the form has thrived even in the face of competition from technologies such as radio and television.

a-? Electronic Media a-„

a. Broadcast: radio & television

Television and radio programs are distributed through radio broadcasting over frequency bands that are highly regulated by the Federal Communications Commission. Such regulation includes determination of the width of the bands, range, licencing, types of receivers and transmitters used, and acceptable content.

b. Film

‘Film’ encompasses motion pictures as individual projects, as well as the field in general. The name comes from the photographic film (also called filmstock), historically the primary medium for recording and displaying motion pictures. Many other terms exist – motion pictures (or just pictures and “picture”), the silver screen, photoplays, the cinema, picture shows, flicks – and commonly movies.

c. Internet

The Internet (also known simply as “the Net” or less precisely as “the Web”) is a more interactive medium of mass media, and can be briefly described as “a network of networks”. Specifically, it is the worldwide, publicly accessible network of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). It consists of millions of smaller domestic, academic, business, and governmental networks, which together carry various information and services, such as electronic mail, online chat, file transfer, and the interlinked Web pages and other documents of the World Wide Web.

a-? New-age Media a-„

a. Blogs (Web Logs)

Blogging has become a huge form of media. A blog is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse chronological order. Many blogs provide commentary or news on a particular subject; others function as more personal online diaries.

b. RSS feeds

RSS is a format for syndicating news and the content of news-like sites, including major news sites like Wired, news-oriented community sites like Slashdot, and personal blogs. It is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts.

c. Podcast

A podcast is a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers. The term podcast, like broadcast, can refer either to the series of content itself or to the method by which it is syndicated; the latter is also called podcasting. The host or author of a podcast is often called a podcaster.

d. Mobile

Mobile phones were introduced in Japan in 1979 but became a mass media only in 1998 when the first downloadable ringing tones were introduced in Finland. Soon most forms of media content were introduced on mobile phones, and today the total value of media consumed on mobile towers over that of internet content, and was worth over 31 billion dollars in 2007 (source Informa).

3) Role of the media in tourism

The mass media plays a unique role in modern society. Its growth has accompanies an increase in the magnitude and the complexity of actions and engagements within society. With rapid social change, innovation in technology, an increase in personal income, standard of life and the decline of some traditional forms of control and authority. Although much debated, there is an association between the development of mass media and social change, even after years of study into the influence of the media. Many of the consequences whether beneficial or detrimental which are attributed to the mass media are almost without doubt due to other tendencies within society. Sociologists would rarely deny the significance of mass media and mass communications as a whole, as being a main feature in the construction and circulation of modern social understanding and imagery.

The media play a crucial role in putting emerging destinations in Eastern Europe and Central Asia onto the global tourist map, helping to boost the local economies, according to the United Nations Tourism Organisation (UNTO)

(http://www.un.org/apps/news/story.asp?NewsID=23983&Cr=georgia&Cr1=tourism).

The vast majority of travel is decided upon by people who have never before travelled to that particular destination, and are therefore dependant on media reporting. Should a crisis occur, tourism can be seriously damaged.

4) Relationship with Media and Tourism

It can not be ignored that the recent boom in tourism can be attributed to the media. Information is accessed using it and an education regarding the many interesting attractions to be found around the world. The internet is possibly the most popular source of information on destinations and the best way of reaching them.

Through the Internet, information and various articles on a destination can be found which will give the traveller an advantage.

They will also gain knowledge to determine which places best suit them and offer them the most. Using the internet is fairly easy and cheap to book. With online travel agencies, flights and trips can be booked simply by logging on to a particular website and making a choice from any of the tour packages the agency offers.

2. Effects of media on tourism

The internet has for a long time been a key component and aide in the technology of travel. Surveys show that the trend is rising in numbers and indicate that travellers are doing their research and booking more and more of their travel online. Whist traditionally the realm of most major websites who were offering low airline fares with all the accompaniments are now in a position to offer even more. Social media now provides a completely new opportunity for interaction with its potential customers. It has become a global media platform which is at last, companies in all sectors are finding new way to: (http://38minutes.ning.com/profiles/blogs/can-social-media-make-an, “Can Social Media make an impact on Travel and Tourism?)

aˆ? provide a greatly improved customer service

aˆ? respond to customer needs in the marketplace

aˆ? extend their real-world brands beyond current geographic restrictions

These same things can occur in the world of travel and tourism!

1) Economy

The tourism industry generates substantial economic benefits to host countries and tourists’ home countries. Particularly in developing countries, one of the first motivations for a region to promote itself as a tourism destination is the improvement made to its economy. Along with other factors, this massive economic development can bring both positive and negative consequences. (www.geointeractive.co.uk/…/economic%20impact%20of%20tourism.ppt, “Globalisation and Tourism: Impact of Tourism”)

a-?Negative impact a-„

There are numerous hidden costs relating to tourism, these can have a negative effect on the economy of the host community. Wealthy countries are better placed to profit from tourism rather than the poorer ones. In addition, the countries last developed will have the most urgent need for income, employment created by it and a general rise in living standards. These countries are less likely to realise these benefits due to large scale transfer of tourism revenues leaving the host country also the exclusion of local businesses and their products.

a. Leakage

The direct income for an area is the amount of tourist revenue that remains locally after taxes, profits and salaries are paid outside the area and after imports, these subtracted amounts are called leakage. Generally, in most all-inclusive package tours, around 80% of a travellers’ expenditure will go to the airline, hotels and other international companies, as opposed to local businesses and workers. In addition to this, significant amount of income actually retained at destination level can leave again through leakage. In Thailand, a study of ‘leakage’ in tourism showed that an estimated 70% of all money spent by tourists actually left Thailand.

There are two main ways that leakage occurs:

Import leakage: This mostly occurs when tourists demand certain standards of foods, equipment and other products that the host country cannot supply. On average the import-related leakage for most developing countries to-date is between 40% and 50% of gross tourism earnings for small economies and between 10% and 20% for most advanced and diversified economies.

Export leakage: Often, found in poorer developing countries, these are the only destinations that possess the necessary capital needed to invest in the construction of tourism infrastructure and its facilities. An outcome of this is an export leakage which will arise when overseas investors who finance the resorts and hotels take their profits back to country of origin.

b. Enclave Tourism

Local businesses sometimes see their opportunity to earn income from tourists severely reduced by the creation of “all-inclusive” holiday packages. When a tourist spends their entire stay at the same resort or cruise ship, which cater for all their needs and where they make all their purchases, there is little or no opportunity for local people to profit from tourism. All-inclusive hotels generate the largest amount of revenue but their impact on the economy is less per dollar of revenue than other forms of accommodation. All-inclusives also import more and employ fewer people per dollar of revenue than other hotels. The cruise ship industry provides another example of economic enclave tourism. In 1999 non-river cruises carried around 8.7 million international passengers. On some ships guests were encouraged to spend most of their time and money on board, more notably in the Caribbean. Guest opportunities to make purchases in certain ports are closely managed and restricted.

c. Infrastructure cost

Tourism development can cost the local government and local taxpayers a great deal of money. Developers may insist the government improve airports, roads and other infrastructure, along with tax breaks and other financial advantages, which can turn out to very expensive. Though the improvement of a country’s infrastructure can be deemed to be a necessity, when public resources are spent in such a way, it is often at the exposure of critical areas such as health and education.

d. Increase in prices

A tourist demands for services and goods will often cause price increases that react negatively on local residents whose income may not rise proportionately. Tourism development and the related rise in the demand of real estate may increase considerably along with a dramatic rise in building costs and land values, making basic daily requirements more difficult to attain.

e. Economic dependence of the local community on tourism

For a healthy economy diversification is a necessity.

However, if a country or region becomes increasingly dependant for its economic survival upon one industry, it can put severe strain upon itself and the people involved to perform well. Developing countries, especially those without the ability to explore other resources have welcome tourism as a way to boost their economy.

In Gambia, for example, 30% of workers depend directly or indirectly on tourism. Many small island states struggling to develop, percentages can range from 83% in the Maldives to 21% in the Seychelles and 34% in Jamaica. To rely solely on tourism carries a risk to those tourist-dependant economies. Economic recession, the impact of natural disasters such as tropical storms and changing patterns in tourism can all have a devastating effect.

f. Seasonal character of jobs

Problems that seasonal workers face include:

job and income insecurity

guarantee of employment

difficulties in getting training

employment-related medical benefits

recognition of their experience

working conditions and unsatisfactory and working conditions.

a-? Positive impact a-„

a. Foreign exchange earnings

Tourism expenditure will help generate income to the host economy which will stimulate the necessary investment for financial growth in various economic sectors. Some countries may accelerate growth by insisting that visitors bring in a certain amount of foreign currency for each day of the duration of their stay. A significant indicator of the role of international tourism is its generation of foreign exchange earnings. In 83% of countries, tourism is one of the leading five export categories this accounts for the main source of foreign exchange earnings for at least 38% of countries.

b. Contribution to government revenues

Taxes generated by direct contributions on incomes from tourism employment and businesses and direct levies made on tourist e.g. departure tax. Indirect contributions arrive via tax and duties charged on services and goods supplied to tourists. The TWO assumes that tourism and travels’ direct and indirect, and personal tax contribution globally was more than US$800 billion in 1998 – this figure is expected to double by the year 2010.

c. Employment generation

International tourism and its rapid expansion has significantly increased employment. Eg. Hotel accommodation alone has provided around 11.3 million jobs worldwide during 1995. Tourism is able to create jobs directly via hotels, restaurants, nightclubs, souvenir sales and taxis amongst others, and indirectly via the supply of goods and services required tourist-related outlets and businesses. Tourism supports up to 7% of the global workforce.

d. Stimulation of infrastructure investment

Tourism can stimulate local government to make much needed infrastructure improvements, better water and sewage systems, roads, electricity, public transport and telephone amenities can all benefit from such investments. This will all invigorate, encourage, and improve the lives of residents and the tourist combined.

e. Contribution to local economies

The environment relies heavily on the assets of tourism revenues are often used amongst other in the economic value of protected areas. Other revenues are not so easily quantified, as not all of tourists spends is formally logged. Revenue is earned from tourism via informal labour such as street render, guides and drivers. A positive side to informal employment is that monies are generally recycled within the local economy this has a good multiplying effect as it is spend repeatedly over and over again its community. The WTO has estimated that tourism will probably generate an indirect contribution that will be equal to 100% of the direct total of tourism expenditure.

2) Culture

There are concerns that the development of tourism could lead to some destinations losing their cultural identity if they cater for the presumed requirements of their tourists, in particular, the international market. This is based on the observations of other “destinations” having compromised their sense of identity. The experience of tourism can be somewhat different to the things people see and do when in a home environment, this includes the real life experience and lifestyle of the places and the people they may see during their visit. (http://www.gawler.sa.gov.au/webdata/resources/files/5_Gawler_Impacts_Tourism.PDF, “The Social & Cultural Impacts of Tourism”)

a-? Positive impact a-„

Tourism is an opportunity for cultural exchange and more, creating an interaction within people of different lifestyles, aspirations and needs. Putting economic benefits aside, experiencing outside contact within various communities draws attention to the host community. People will always want to interact with other cultures and communities in the hope of learning of their traditions or possibly be confronted by new challenges and perspectives on life. It has been said that travel is a means to “discover that things unknown or forgotten within ourselves”. Tourism is obviously an experience driven industry the more you do it the more you want it. In addition local culture is a unique experience, along with the local personality, food and hospitality. The more one knows and learns about a destination, the more fulfilling the experience will be.

Tourism is often used as a tool for raising awareness. The local branding of certain products and achievements can create regional identity, nationally and internationally. The needs and awareness of local issues can be raised by tourism.

There is a global trend that aims towards investment in interpretation of natural and cultural resources. The attraction to natural and heritage icons often helps to fund numerous conservation project it also provides opportunities for the management of those sensitive and significant areas.

A growing and important number of cultural celebrations have emerged which highlight many important events whilst paying homage to their ancestry. Cultural events can assert their identity which help and preserve local traditions for younger generations they also influence and inform visitors. In Australia main urban areas which tend to be multicultural and have developed their own very unique cultures. Many mostly regional areas are very much influenced by the food and the culture of their founders. Local food, crafts and personalities are always kept alive and kicking purely by tourism whilst raising funds for the greater community.

Tourism can often boost the preservations and transmission of cultural and historical traditions. This will often help with conservation and the sustainable management of natural resources, the protection of local heritage, and a revival of indigenous cultures and arts and crafts.

a-?Negative impact a-„

Many impacts are socio-cultural and result in a lack of information, false impressions, poor communication and knowledge and misinformation. Negative perceptions and attitudes towards visitors and tourism in general can affect tourism and communities. Ill feelings towards tourism, delays/obstructions to tourism product development plus lack of council/authority support can prevent tourism from flourishing; perhaps these communities are not yet ready or even prepared for the onslaught of tourism. Problems with the economy or the environment can all too easily, rightly or wrongly, be blamed on tourism. Leaving the channels of communication open and with adequate consultation transparency and involvement at community level at all stages during the planning process can benefit communities in taking ownership of tourism.

In some circumstances the word “tourist” has become a negative term; in fact, many travellers no longer consider themselves as tourists and prefer the term “traveller”. There is a clear change in attitude of both the traveller and communities to the concept of the “visitor”. This concept now gives strength to the fact that travellers are merely guests of the community and that their stay in that community is very much a privilege and not a right.

3. Media marketing in tourism industry
1) How Film and TV drama images promote the new destination

Greater knowledge of a country can be gained from film and TV. The wildlife, fauna, culture and its people can result in the broadening of minds and general attitudes towards the country. An interest in the nation and its positive image can eventually lead to an actual visit to the country (Iwashita, 2006).

Leisure activities such as watching films as well as traveling are ways to escape. Both provide temporary relief from the real world (Carl et al., 2007). Films can induce viewers to travel by the physical properties (scenery and landscape) and their associated theme, storylines, events and actors, shaping the audience’ feelings, emotion and attitudes towards places. Location and film experiences are enhanced in memories by associating them with the actors, events and setting (Iwashita 2006; Riley & Van Doren, 1992).

One of the effective strategies to induce film tourists is collaborative campaigns with the film industry (Grihault, 2003).

England provides an excellent example of the way in which film and television has boosted the tourism industry. Approximately 28 million visitors visit Britain each year after viewing the country on the screen (Kim et al., 2008). VisitBritain has made various efforts to temp Indian film makers to use UK locations in ‘Bollywood’ movies, even if locations are used as backdrops for other countries.

Movie maps have also been widely used to promote film locations of the destination. Movie maps have been found to be successful as part of film tourism marketing campaigns (Hudson & Ritchie, 2006b). They can be used to ease film tourist in identifying various locations where the film has taken place. A movie map has been produced by VisitBritain highlighting more than 200 filmed locations across the UK. These materials have quickly become Visit-Britain most successful printed product.

Other marketing strategies have included guided film tours and walks. Such tours have relied heavily on film illustrations enabling the tourist to identify the landscapes and buildings that have been used in the making of the move. There should also be a website dedicated to film tourism that will provide film synopsis, links to film-related websites, the necessary relevant information about travel within the destination including tours, accommodation, food, shopping and the opportunity to learn about film destination, the language, history, religion, lifestyle and leisure.

2) How consumers make a decision on their destination

Literature on tourism shows that the image of a destination will influence significantly the tourists choice of destination. Images of destinations play a significant role in influencing tourist decision-making process as the basis for tourists to make choice about where to visit (Gartner 1989; Echtner & Ritchie 1991). The more favourable the image of the destination, the greater the likelihood of being selected as a destination choice (Chon 1990; Um 1993). Butler (1990) suggests that films can influence the travel preference of those who expose to the destination attributes and create a favourable destination image through their representation.

To influence the choice of destinations, understanding of how decisions are made and which factors can influence them are regarded as the important pieces of information (Woodside & Carr, 1988). There are plenty models explaining the tourist decision-making process which include important variables influencing tourist decisions.

It has long been recognized that travel stimuli through marketing efforts and previous travel experience have played an important role in influencing destination choice. Non-touristic-directed stimuli such as films can also have strong influences on tourist decision-making (Iwashita, 2003). These stimuli have not yet been included in the tourist decision-making models as important variables. The power of film in portraying a positive destination image to induce tourist arrivals to a place is clearly shown in various research (e.g. Tooke & Baker 1996; Iwashita 2006; Kim et al., 2008). Having reviewed the literature, it was found that film-induced tourism is relatively new in tourism research. Research on the impact of film on tourist decision-making is even lacking (Busby & Klug 2001; Hudson & Ritchie 2006b; Rewtrakunphaiboon 2008).

4. Media on tourism of countries
1) Impact of Film on Visitor Number

Film-induced tourism has brought major economic benefits to local communities such as lasting tourist receipts. Film locations can be all-year, all-weather attractions which alleviates problems of seasonality in the tourism industry (Beeton, 2004). Riley et al. (1998) studied 12 films and found that the peak of the interest appear after the release of the film, approximately 50% increase in visitation at least five years later and the image is often retained for a long time.

2) How films and TV drama influence on tourism

A further significant benefit of film tourism is the increase in cultural value to the location of the film. Numerous heritage sites have been used as film locations and in many cases have seen their popularity soar as a result, particularly after its release. Such sites acquire specific meaning through its film narration. Without film storylines, a castle or a stately home may not be indistinguishable form others (Busby & Klug, 2001).

Film locations worldwide now play a major role in deciding which country a tourist will visit. The American soap opera ‘Sex and the City’ is one of the examples that have become such a big hit not only in the United States but around the world. Hundreds of shops, restaurants and bars that were featured in the film have become significant destinations and an added reason to visit New York.

a-? Specific Film and drama cases a-„

a. ‘The Piano, Lord of Ring, etc (New Zealand)

New Zealand is one of the latest destinations to benefit from film-induced tourism. The movie, “The Piano” has provided many positive benefits form tourism within New Zealand. New Zealand was shown in its promotional posters which in turn aided and promoted international tourism advertising. The image of New Zealand has been enhanced further after being the backdrop to all three ‘Lord of the Rings’ films. The New Zealand tourism website promotes itself as ‘Home of Middle-earth’. Amongst other popular films that were shot in New Zealand include ‘The Last Samurai’, ‘Whale Rider’ and ‘Perfect Strangers’. Websites that link particular films to their film locations is a very effective promotional tool to induce tourists to the destination (Croy & Walker, 2003). This promotion strategy has been used in New Zealand where Tourism New Zealand developed part of its website to specifically promote ‘The Lord of the Rings’ and other film locations throughout the country.

b. TV drama (South Korea)

The Korean film named ‘Stairway to Heaven’, one of the popular television series in Asia, was shot in many cliche places but the sentimental location is the merry-go-round at the Lotte World. After the release of the film, the merry-go-round at Lotte World has become the famous attraction among Asian tourists (Aran, 2007). Evidence shows that the emotional attachment that film-induced tourists have with the film is a recreation of the often stunning locations. In ‘Winter Sonata’, the evidence is shown and impression scene of two lovers holding hands whilst walking on a log. This famous log has now had to be destroyed and removed from the location due to an overwhelming number of visitors, some attempting to emulate the scene in the film.

Film can enhance the destination image and increase the awareness of the host city. Previous research (Kim & Richardson, 2003) suggests that those who are exposed to the film have more favourable destination image towards destinations featured through films than those who are not exposed to films.

5. Conclusion

This report shows the relationship between the tourism and the media and its actual effect on tourism. It also gives an illuminating perception of film-induced tourism by revealing a lack of research in tourism and requesting further empirical studies into this aspect of tourism. It also shows the advantages to be had from film-induced tourism, opening up many locations to a wider audience and informing the tourism more than traditionally targeted tourism promotional campaigns. The marketing of film tourism has been used successfully in many of the leading film locations in United Kingdom, United States, Korea and New Zeal

This essay critically discusses the relationship between heritage and community, collecting and making reference to a wide range of writing and theorizing on heritage and its management.

As Lowenthal (1995) argues in his book The Past is a Foreign Country, the past is an ever-changing phenomenon, which is not constant due to the way in which the past is translated to us and how we, as individuals, intepret our past, with each individual having a different version, a different interpretation, of a common past. ‘The past’ is a heritage, which, argues Lowenthal (1995) is at once burdensome and nurturing, open as it is to various interpretations and various uses. The past is essential, and inescapable, and can be as innocent as one’s memories as captured in photographs or can be manipulated as witnessed by the Holcaust deniers. It is this changing nature of ‘the past’, or ‘heritage’ that simultaneously sustains and constrains us (Lowenthal, 1995). The past is, argues Lowenthal (1995), an increasingly more foreign country, that is distinct from the present but which is increasingly manipulated by present-day aims. It is necessary to preserve the past to avoid ‘cultural amnesia’ but a cult of nostalgia can also choke and dampen progress, and so dealing with ‘heritage’ is a delicate matter. ‘Heritage’ and its management, in terms of community, is therefore a complex matter that generates tensions and conflicts.

Chitty and Baker (1999) look at how historic sites and buildings are managed and show that preservation and presentation are central activities in the historic environment but that, often, these activities can be antagonistic to each other. This antagonism arises because of the different economic, social, cultural and educational perspectives taken by the different bodies involved in preserving and presenting historic sites and buildings. For example, those in charge of public entry to the historic site or building are interested that the site or building be open for as long as possible to as many people as possible, so that the revenue is as high as possible. Those involved in preservation of the historic site or building, for example, are interested not in the entry of visitors to the site, as a primary concern, but rather that they have the space, temporal and physical, to perform the necessary conservation duties to preserve the site or building for future generations, in a sympathetic manner.

Several case studies are discussed in Chitty and Baker (1999) including Avebury, Hadrian’s Wall, Norton Friary, Brodsworth Hall and various sites of interest for industrial heritage and in terms of military heritage, many of which are promoted as sites of heritage tourism (Timothy and Boyd, 2003). As Baker states in the introduction to Chitty and Baker (1999), sympathetic reconstruction and conservation is fundamental for preserving the authenticity of historic sites and buildings. As her argues, Avebury as it is currently encountered is largely a 1930’s reconstruction and not how Avebury was constructed originally. It is perhaps the case that many visitors do not realize that the current structure is not how it would have appeared when originally built, but many of those same visitors still take a great deal away from their visits to Avebury. This presents a dilemma for the managers of the site, the National Trust, who have to decide whether to preserve the Avebury as it is, complete with 1930’s modifications, or whether to change the site back to how historical records show it was when originally constructed. This dilemma illustrates the dilemma facing all managers of historic sites and buildings: the management of these sites is dependent on visitor numbers, as ‘heritage’ is a business nowadays, which is as dependent on revenue as any other business. Preservation of historic sites and buildings therefore needs to take place within the confines of dealing with visitors who want to be able to freely move about a site or building that they have paid to enter, for example.

As Baker argues in Chitty and Baker (1999), the meaning and historical perspectives of buildings and sites can also be lost or mistranslated in the effort to maintain these sites and buildings within the context of generating revenue: the holistic view of the historic remains can be lost as individual stories and narratives are generated. For example, across Derbyshire, there are many historic sites from many different ages. In a few square miles, there is Bolsover Castle, Langwith Pit, with the last remaining working pit head in the area, Sutton Mill, which is a fully working water mill, Hardwick Hall, of Bess of Hardwick fame with the largest glass facade in the UK: all of these sites ‘compete’ for revenue from visitors, but, as a whole, do not explain the continuity of, or the development of, the history of the area. In the effort to collect revenue from visitors, the history of the area as a whole has been lost to the general public, it’s holistic history has been waylaid. Local history is not taught in schools in the area and so children grow up in the area often unable to afford to enter the historic sites, or with parents who do not encourage visits to the historic sites, and so never learn about their local history. They become dis-jointed from their local history. Heritage and community thus has no meaning for these individuals, and, as a whole, the community tends to come to view the historic sites not as their heritage but rather as visitor attractions that they cannot afford to visit and do not understand, as they have no connection to the sites or buildings, other than knowing that they are commercial activities and that ‘something’ happened there.

This is a very modern tragedy, that heritage and community have become disjointed, that even when people do visit sites and buildings of historic interest that their experience is an isolated one, not ‘joined up’ to other historical sites of interest and thus not giving a holistic viewpoint of local history, or how this local history connects to larger UK history, for example. Preservation of historic sites and buildings is more than simply conserving those sites for the future, it also comes to include the preservation of the memories and history of those sites, a goal of communication. Presentation therefore overlaps with preservation, in terms of communicating to the visitors.

Grenville (1999) looks at the rapid changes that are taking place in countryside management and their effect on the cultural landscape, in terms of the conflict that this process generates between archaeologists and ecologists, and looks at many case studies such as the management of archaeological landscapes on army training grounds, the management of ancient woodlands and the conservation of monuments in Norfolk. As Grenville (1999) states in the introduction, the identification of natural areas of significance by bodies such as English Nature separates out the significance of these areas from the possibilities of whole landscape evaluation, in a manner similar to that described by Baker in Chitty and Baker (1999): the holistic understanding of the whole landscape is lost, and whilst ‘Site Wildlife Statements’ are made about these areas of significance, managers of these sites are presented with problems when the views and needs of archaeologists, ecologists and visitor satisfaction all need to be considered. An example of this comes from Thornton Abbey in Lincolnshire: badgers were slowly destroying the archaeological remains at the site and the public and the resident ecologists were adamant that the badgers should be allowed to go about their business; the manager of the site eventually decided the badgers should be moved on, but the event caused a great deal of consternation amongst the archaeological community (Grenville, 1999).

Howard (2003) looks at heritage management, its interpretation and identity, and finds that heritage has become a major concern around the world, particularly in the UK which relies heavily on tourism to heritage sites to keep these sites open and functioning, now that the majority of heritage sites in the UK are under the control of bodies which run them as a revenue-generating exercise. Howard (2003) points out, similarly to Chitty and Baker (1999) and Grenville (1999) that because most heritage sites are now run as a revenue-generators, there is conflict between preservation, conservation and management as to how these sites should be run, managed and interpreted. As Howard (2003) argues, however, the term ‘heritage’ nowadays means anything and everything the public want to save, from historic buildings to morris dancing to material culture and nature. As Howard (2003) argues, therefore, due to the heterogeneous nature of the ‘heritage’ that people want to save, the management and interpretation of this ‘heritage’ is extremely complicated and needs many different approaches, especially as ‘heritage’ can take on a nationalistic component which has entirely negative repercussions, for as Howard (2003) states, “so long as heritage can be used for profit, or to produce group identity, or to subjugate or exclude someone else, then someone is going to use it”.

Heritage, according to Howard (2003) is related to the concept of inheritance, in terms of meaning ‘that which has been, or may be, inherited’, and is also related to the idea of something that should not be forgotten, for example, the Holocaust heritage. Heritage also defines identity so that heritage has a contingent nature. That there are so many definitions of heritage, and that historic buildings and sites are bracketed together and understood in terms of ‘heritage’ is perhaps what leads to some of the tensions apparent between workers of different disciplines, when approaching a historical site or building. Everyone feels they have a claim on the site or building, in terms of common heritage, and they feel a responsibility to defend their heritage from the viewpoint of their different disciplines (i.e., ecologist/archaeologist/manager). This obviously then leads to tension as their viewpoints, whilst stemming from the same common concern, differ widely and have different effects and needs. ‘Heritage’, whilst a term that can be used to easily describe something that should be preserved, is a term that complicates the practical preservation of that site or building, especially as heritage marketing is something that is being used for consumer-led revenue-generation (Howard, 2003).

Managing ‘heritage’ ‘for the community’ are the phrases of the moment, with the label ‘heritage’ being given to many things from historic sites and buildings to dances and religious/political ceremonies. Heritage is thus a flexible, little understood, term, that is, in Lowenthal’s (1995) sense, open to many and varied interpretations. In this context, then, managing heritage for the community is a difficult matter, which causes many tensions, between the various people responsible for managing ‘heritage’ and between these people and the community in which the ‘heritage’ is situated. Heritage and community are thus fuelled with tension and conflicts and the usefulness of the term ‘heritage’ as a political descriptor of our collective history, packaged in to revenue-generating pieces, is called in to question.

References

Howard P (2003) Heritage Management, Interpretation and Identity, London: Continuum.

Lowenthal D (1995) The Past is a Foreign Country, Cambridge: University Press.

Timothy DJ & Boyd S W (2003) Heritage Tourism, Harlow: Prentice Hall.

Grenville J (1999) Managing the Historic Rural Landscape, London: Routledge.

Chitty G & Baker D (1999) Managing Historic Sites & Buildings, London: Routledge.

In this report I would write about ‘The relationship between the tour operators and their suppliers’. I would give some description of Accommodation, Transport, Ground handlers, excursions and activities, Food and crafts. This is related to the topic so I will try describing them as good as possible. I will also write about Tourism and supply chain management, transport to and from destinations and also conclusion. Hopefully would be understandable for other who are interesting in this subject.

Body:

The power of the tour operator for their sellers has been the focus of great debate in the business in latest years. Sightsee operatives’ also known as tour operators’ dispute that the seller is a self-regulating service provider in surplus of whom they do not apply rule. Sometimes, but, it is not easy to decide that the seller is a self-regulating service provider or the tour operator’s agent. The significance of the division is in the dissimilar costs that run from the changed interactions.

Tour operators have usually offered an article in their booklet representing:

They do not apply straight rule above the day to day organization of ‘accommodation, airlines, railways’ and other extras regarding to your vacation. They then are powerless to agree to responsibility for some work or lapse reason by individuals concerned in your vacation activities over which they do not apply straight rule”. Though the difference is determined by deliberation of all the conditions and not just by suggestion to the phrasing of the agreement linking them. Exist three key motives for the significance of the difference linking a manager and a self-sufficient service provider:

Explicit responsibility: the sightsee operator is vicariously responsible for the work or slips of representative but not individuals of self-sufficient service providers ‘(except in the EU where the Package Travel Directive applies)’.The responsibility to offer security: ‘the tour operator’ has a responsibility to obtain sensible concern for the individual protection of workers (e.g. representatives) except for the sellers. Legal duty: rules that inflict explicit responsibility on a way typically detain to responsibility to the work of employees and agents and do not normally inflict responsibility for the work of self-sufficient service providers.

http://wftga.org/news/consumer-rights-tourists-international-level-and-role-tourist-guides-john-j-downes(13/03/12)

The contribute sequence consist of the sellers of all the supplies and forces which go keen on the liberation of tourism goods to customers. It consist of all sellers of supplies and services which may not be straight agreed by sightsee operatives or by their representatives (including ground handlers) or sellers (including accommodation providers). Tourism contribute chains engage lots of work not only housing, transportation and touring, but also clubbing and cafes, handicraft, groceries production, rubbish clearance, and the transportation that supplies tourism in places. Delivery chains work via trade-to-trade relations, and support chain organization distribute sustainability presentation development next to economic act, by operational to develop the industry procedure of all sellers in the delivery string. Sightsee operatives cover huge power over actions all over the tourism delivery chain, as they point and power the size of tourism, the tourist targets and amenities which are second-hand. Sightsee operatives may apply that to assist in advertising universal development in sustainability act as element of first-class industrial training. Within preparation activities for sustainable delivery chains, sightsee operatives and ‘The Travel Foundation’ have to memorise that exist models of first-class training all over the straight delivery chain of sightsee operatives plus in a selection of travel targets but these are only applied by a few businesses and lots of others may study from them. This will be easiest to apply sustainability needs in housing and very hard in carrying, mainly observable in tour and performance as most helpful to the neighbouring market as this supplies groceries and ability manufacture. Target sustainability efforts will need bigger shareholder organization and if just for this motive will be extra period concentrated to apply. A safe revenue flow, by steady agreements and projected agreement circumstances plus value is top, together to ease the essential savings by the sellers, and to make stronger the confidence in the association. Scheme requires period of time for businesses to make understanding and expand relations, and sightsee operatives tend to need a stable and important quantity of actions with a seller or target if they are to do an important donation and wait for transforming in restricted procedures. Three circumstances in the sightsee operative-and seller association are mainly significant for the achieve victory of delivery string plan: long-time organization, reasonable value and a reliable amount of process.

Triumphant delivery string relations among businesses and their sellers are developed and applied according to a clear number of steps:

To establish a sustainable supply chain policy and management system.

To support suppliers in reaching Sustainability Goals, including raising awareness on sustainability issues amongst suppliers and demonstrating why sustainability performance is important

To integrate sustainability criteria into suppliers’ contracts and preferentially agreement suppliers that meet those criteria. Trade advantages from assume fine trainings for tourism delivery string organization consist of preservation of customers, as around they raising presume in charge performance still from individuals not prepared to pay for this; raised income; bargain expenses and better functioning effectiveness, outstanding spirited to consider and react to danger and chance in the stock promote; · organization of hazard and keep on in front of governmental requests; better workforce act, success of improved employment and workforce maintenance, when happy workforce are an important advantage; defence of the centre resources of the trade (environment and culture); and improved product worth, status and marketplace, defending picture and position, especially for businesses openly quoted on store sell.

They advise to the TF offer priority to effort in the housing sub area, especially in relative to middle-sized buildings, and in home groceries manufacture and support, and that the precedence regions for development in every of these sub parts are:

Room, ecological act, service circumstances for workforce and stipulation of guidance on sustainability subjects; service prospects for local areas population; ecological transportation in the destination, particularly for organization of hard and fluid harsh environment; linkages with the home market particularly for groceries support, handicrafts and equipment; advertising of publicly and environmentally sustainable tourism parcels and sellers

Local food & craft producers & suppliers:

Sustainable manufacture way contains making development and guidance;

Class, consistency and supply; and contact to sells.

On the source of present delivery string presentation and actions, developments are needed as a right of way in these tourism sub-sectors in all developing countries where tourism takes place. In addition, developments which might be related to transportation, land trainer, tours & actions and clubs & eating places sub-parts, are drawled. As well they advise the following advantages for act by the TF that will help in advertising delivery string developments:

Support TF sightsee operative associates to increase extra precise and methodical data on their actions which supply to better sustainability at the range of aims in their delivery strings, particularly for gathering tourism. Support larger approval and performance by TF members of active models of first-class training in the delivery string, with back-up of their sellers via alertness increasing, guidance and technological support, and apply of precise agreement clause as suitable, to apply fine exercise equipment and principles for their zone, on socio-financial and ecological feature. Support TF sightsee operative associates to collect data regarding sustainability matters at the objectives – particularly group tourism targets – which they go possibly by founding a regular agendas of data assembly and reassess opening with couple of targets primarily. Persuade TF associates to improve infrastructure with destination shareholders on main sustainability topic and to expand business with destination shareholders to build up and understand development to progress sustainability plan.

Persuade TF associates to assume and expand client teaching so that their clients are alert of important communal, financial and ecological topics at targets, and of behaviour that they may obtain to develop sustainability during on vacation; and to apply selling to encourage – in client-welcoming tongue – sellers and vacations that are extra sustainable. This statement reconsiders case of active tourism delivery string plan from number points of the world and at number of places in the delivery string. A delivery string comprises the sellers of all the supplies and services which go into the shipping of tourism goods to customers. It comprise all sellers of supplies and services whether or not they are straight agreed by sightsee operatives or by their representatives. Plus land trainers or sellers and housing supplier. This must as well be mentioned to a few tourism supplies and services are given straight to visitors and are buying by customers plus it must not be onwards that sightsee operatives may manipulate their clients in this region as well. The scheme overviewed in this statement pays attention on developed profit to the destination places, customers and the tourism trade. These schemes are determined of four major aims in the tourism delivery string:

Accommodation
Transport
Ground handlers, excursions and activities
Food and crafts

Also contain a range of many actions – from growing the size of home supplies and services old in the tourism area. To run on ecological and socio-educational topics, for example waste organization trainings, service preparation and fighting prohibited figures of tourism. Lots of these ideas were put into training by single or couple of tourism industry, occasionally running in partnership among many places in the delivery string. Tour operators have also integrated several ideas purposed to maintain further sustainable tourism which are being assumed at destination rank.

Tourism and supply chain management:

The effect of a sightsee operative appear from the effects of every workings of the goods they retail, as well as use of unrefined resources and their giving out and manufacture, as well as effect from move and supply. Acknowledging the sustainability of every tourism merchandise follows disappearing to the unrefined resources from which are made, via sellers, sellers’ sellers, and etc, going back to source, including guarantying a business assemble sustainability condition in its individual inner function. Tourism, as any previous delivery strings, work through trade-to-trade relations, and delivery string organization may be practical to distribute sustainability presentation development next to economic act, by functioning to develop the selling process of all sellers in the delivery string. One major variation among tourism delivery string and individuals of more areas, like that visitors journey to the merchandise, and the merchandise that they purchase has a mostly high service element – in other language, this engage a upper amount of individuals in the instant manufacture of the vacation practice. Very good case of delivery string organization from a different area is the DIY seller, B&Q, that has urbanized and applied a main delivery string organization agenda, primary concentrate on ecological effects, and currently fit in public effects on top, for all its 40,000 goods. in turn to consider its in general sustainability as a seller, B&Q analysis the sustainability of its goods moving back to the unrefined resources from which they were formed, via sellers, sellers’ sellers, and etc., going back to basis, also as guaranteeing that B&Q gather sustainability norm in its individual inner process. Used for B&Q, the principles of merchandise – plus service and operational environment – are a key element of class and sustainability. Contribute chain organization in all zones, as well as tourism, wrap all pieces of a merchandise ‘life cycle’: unprocessed resources, processing, producing, supply, selling, client apply and last dumping. In general, the sustainability of a tourism merchandise, result on topics plus the atmosphere and operational environment in top targeted states; security, plus security of clients and employees in distribute all features of a tourism goods; and reserves use and removal, as well as good management, recycle and recover of rubbish supplies, and measures to raise the effectiveness of supplies apply. Tourism delivery strings engage lots of works – not only housing, transfer and tours, but also inns and cafes, handiwork, groceries manufacture, waste dumping, and the transportation that ropes tourism in targets. All those type a fraction of the vacation merchandise which is usual by visitors while they buy vacations – whether or not the sellers of those works are straight agreed by a sightsee operative. Only like no sightsee operative will offer first class transfer to get clients to a fifth class vacation public house, the sustainability of a vacation, like class, its up to presentation on all the associates in the tourism delivery string. An additional feature of the tourism delivery string is the performance of clients during on vacation, mostly in relation to performance and what they basis for themselves in tourist target. Sightsee operative are advertising the entire vacation understanding to clients, and is consist of chances to practice a targets home merchandise and activities. Sightsee operatives may cooperate a major task in if suitable suggestion to their clients regarding home merchandises and activities, and in guarantee that home manufacturer and facility supplier include way in to travellers on a cheap price. Lots of sightsee operatives by now provide more data on these features, but there is range to do extra.

Transport to & from destinations

Sightsee functioning contain marketing, buy, deals improvement, promotion and trade, and buys. Land process contain land transfer and tours. A few of the works of tourism merchandisesaˆ¦ sightsee operatives treaty sellers to offer a few of these works straight: others are attain by sellers and their sellers. The entire sellers offering section supplies and services which go under the dispatching of tourism merchandise are element of the delivery string for that good.

http://www.thetravelfoundation.org.uk/images/media/5._Tourism_supply_chains.pdf(16/03/12)

Conclusion:

Finally I would like to say that current relationship between tour operators and their suppliers is strong as this report states and findings I have put down. It also very interesting to me because some of the facts I did not know before. Especially the Accommodation, Transport, Ground handlers, excursions and activities, Food and crafts and Tourism and supply chain management. These sectors of the report explains how strong the relation ships are between the tour operators and their suppliers.