Author: Andre Coleman

The following internship report represents my learning and working experience, during my internship in Hotel Pak Continental. The report includes an overall glance of analysis of the hospitality industry and also the operational analysis of Hotel Pak Continental i.e. how they manage to do their work and complete their task in time.

This report is based on personal analysis of my abilities and also about what I have learned about personal ethics. The report includes my personal analysis of my abilities and also about what I have learnt so far about the professional ethics.

I chose hotel Pak continental Islamabad for doing my internship as I was interested to work in the hospitality/service sector and to learn that how different departments work in this sector. I had interest in working in the hospitality industry and this was also a big reason that why I had choose hotel to do my internship. I think that in my point of view there is a huge scope in the hotel industry in Pakistan as there are figure countable renowned hotels that are working in Pakistan. While working in the hotel I learn to manage it gave me a chance that how things are managed in a short notice and what circumstances are taken by the hotels to satisfy its clients and how guest complaints are entertained.

Doing my internship there it improved enhanced my exposure to meet and interacted communicate with different clients and used different tactics to satisfy them. As I worked in sales and marketing department, I experienced how two different departments are controlled operated under the supervision of a single person. Overall it was a wonderful very good experience for me to work in Hotel Pak continental.

Internship Letter
INTRODUCTION

Background of Hotel Industry:

The hotel business is quite rapidly flourishing divisions of the economy. The hotel industry solely is a multi-billion dollar and developing enterprise. It offers unlimited opportunities as well as it is an active and exciting field. The hotel industry is diversified in nature so it allow different people from different interest to work in various segments of the hotel at different The hotel industry is diverse enough for people to work in different areas of interest and still be employed within the hotel industry. This movement is not just in a single country, but all around the globe.

The hotel industry is a mature industry marked by intense competition. According to a survey today around 15% of working population of the world is engaged in the hospitality industry. Hotel today not only caters to the basic needs of the guest like food and shelter but in addition to that they also provide much more than that, like personalized services.

“Hotels today are a “Home away from home”.
Vision

To build trademark with defined, reliable product standards via extraordinary personalized packages, exceeding expectations, and creating a connection to our brand in the experiences we offer.

Mission

To accomplish our commercial objectives while certifying supreme quality and service to our clients.

Core values:

The following are the core values of Hotel Pak Continental.

Exceptional Service

Integrity

Respect

Continuous Improvement

Hotel Pak Continental is sort of a smaller luxury hotel designed to Satisfy the individual traveler seeking the privacy, Hotel Pak Continental the company’s smaller, luxury hotels designed to cater to the discriminating individual traveler seeking the privacy, personalized packages and elegance of a small Pakistani hotel. The owner of the hotel is Mr. HAJI GUL AFRIDI who is the Ex-senator. They offer a sense of reservation and indulgence. They provide exceptional food and beverages facilities, corporative environment, intimate and 24-hour personalized service. Since the opening of Hotel Pak Continental in 2003, Hotel Pak Continental has become known as a leader in the establishment and operation of dramatic luxury hotels. Hotel Pak Continental is a smaller, 3 star hotel. Hotel Pak Continental offers amenities of a 3 star hotel in room and has excellent food and beverage facilities and 24-hour personalized service.

Today, in the range of three star hotels, Hotel Pak Continental specifies in deluxe hotel including conference facilities and special services for the business traveler, HPC is operated in capital city of Pakistan, near airport and PIMS hospital and prominent resort area in Islamabad. Hotel Pak Continental has made a significant contribution to revitalizing the area and encouraging business.

Cataloguing & types of hotel

Hotel can be categorized into different categories or classes, founded on their operational standards. For example the type of housing they provide, location of the property, type of facilities provided, facilities given and the custom they provide to can help groups hotels today.

Economy hotel: It provides well-organized rationality private rooms with bath. The equipping and decor are acceptable to common of travelers. Food and drink service may or may not be obtainable.

First class hotels: They are extravagance hotels with excellent decor better than regular food and drink service, uniformed bell services. They often have 2 or 3 dining rooms, swimming pool, sanatoria etc.

Deluxe hotels: They are improved and offer more dedicated services than first class hotels. They also provide limousine facilities.

Traditional hotels: They have the basic idea of rooms with breakfast, bell desk facilities and the other usual amenities.

Motels: They are situated on highways. Guest is given space right outside their lodgings. The usually have a gas station / workshop involved to them.

Resorts: They are typically located in tourist sites like on rivers, foothills, forests, or the sea. They give more honor to sports proceedings freedom and re-creation events like achieves, tourism, venture sports, etc

Resident hotels: Where guest vacation for longer period, stay like weeks, months even years.

Casino hotels: They are hotels typically in traveller advertisements and mostly provide to people who are on holidays. Casino hotels like the name propose offer gaming services along with rooms.

Government Approved Hotels: These are the hotels, which power not have applied for star classification or small sufficient to find them in the list. Many of the nature remedies, cottages and hostels are government accepted providing a minimum level of housing services at far off places.

Commercial Hotels: These hotels bring largely to work-related customers and classically offer room facility, coffee-shop, eating room, cocktail living room, laundry and clean competence along with reception to PCs and fax accommodations.

Airport Hotels: They are located near to airports and are a appropriately situated to deliver any level of facility from just a fresh room to room service and they might deliver bus or limousine service to the air lines.

Conference Centers are planned to precisely deliver conference galaxy from clusters; they deliver all facilities and apparatus essential to grip agreements.

Economy Hotels deliver a incomplete facility and are known for clean rooms at low values conference just the undeveloped needs of tourists.

Suite or All-Suite Hotels are hotels which proposal expansive plan and project. Business persons like the location which delivers galaxy to effort and amuse isolated from the bedroom.

Residential Hotels used to be very common. The characteristic housing hotel proposals long term housings.

Casino Hotels are frequently fairly comfortable. Their chief determination is in provision of the gaming process. Nightclub hotels repeatedly proposal top name performing and outstanding restaurants.

Resort Hotels are the deliberate terminus of visitors, usually travelers. This is because recourses are situated at the marine or in the foothills absent from inner capitals. Resort hotels may proposal any form of performing to keep their visitors pleased and eventful.

Size:

Hotels can be identified according to their size and the accommodation level they are offering to their customers. According to this some generally accepted sizes of the hotels in the world are

The Small Hotels: Contains up to 150 rooms.

The Medium Hotels: This range of hotels consists of 150 to 300 rooms.

The large Hotels: Starts room 300 to 600 rooms.

The Extra Large Hotels: More than 600 rooms

Awarding of class of the hotel:

When awarding of class of the hotel is done there are a couple of things and standards mentioned below are taken into concern while granting star category to any hotel.

How many rooms a hotel consist

Elegant and relaxed environment

Rooms competence

Sanitation and Hygienic environment

Staff size and expertise

Variety of services

Amount of Restaurants

Bars and Beverage services

Concierge services

Accessibility to entertainment

Availability of transportation

Spa and swimming pool facility

Reservation and referral services.

Star classification of hotels

To prize a hotel a star requires few exact critical criteria which must be achieved by the hotel and moreover the grading up stage is also done on the basis of attaining those values in bright. It can be said that the hotel standing is dependent on the procedures it take to content the client. The well recognized classifying of the hotel are done in costars which remain by way of tracks.

One star (*)

Two star (**)

Three star (***)

Four star (****)

Five star [*****]

Five star deluxe (***** deluxe)

One Star Group

The hotels with basic facilities, minor number of accommodations. These hotels are best when customer is looking for cheap available housing choice.

Two star categories

These hotels are mostly presented in the small cities and in specific parts of larger cities. These hotels deliver all basic services required for general lodging and offers lowest charges.

Three star categories:

Three star hotels are those which having good architectural landscapes and should be good parking facilities. At least 50 % of the rooms will be air conditioned also nice decor and having well trained staff. They should provide you hygiene and sanitation facilities.

Four star Categories

Rank below five star hotel but giving you Hi- Fi facilities are four star hotel, where travellers have a limited budget they use to go four star hotel. Quality of services as like five star hotels

Five star categories:

Five star groups are only chosen to belongings, which have all the potentials of a three star stuff and a few added. Similar the entire stuff must be fully cooled. The structure of the stuff must be an good-looking unique. All the lodgings must be roomy. The stuff must have good banqueting ability, commercial center. Good and well-maintained swimming pool and fitness club a sanatorium is elective

Five star deluxe categories:

There are just like as five star place having just difference in this is on large scale. Five star deluxe categories preserve a high trained staff to maintain a high level of services. They have 5 to 7 dining rooms, bar, 24-hour coffee shop, sanitations, banqueting services, fitness centers, business centers.

1.2 Objectives:

The objectives if the Hotel Pak Continental are

Establish and maintain high standards of leisure and comfort.

To satisfy customers by delivering quality service and through customization of quality products

1.3 Organizational structure

Pak continental organizational structure is as follows

G.M &

Administrator

Sales &

Marketing

Manager

Finance

Controller

House keeping

Manager

Food &

Beverage

Manager

Room service

Manager

Front desk

Assistant sales manager

Finance manager

Assist. Finance

Manager

Accountant

Supervisor

House keeping boys

Assistant

Manager

Captain

Day manager

Night manager

Assistant marketing manager

Waiters

Assistant Manager

Order Taker

Receptionist

Receptionist

Telephone operator

Bell boy

Telephone operator

Bell boy

1.3.1 Description of the departments

Food and Beverage F&B Department: F&B department deals with the services related to food and beverages. Diverse segments are there in F & B like Restaurants, Bar, Banquets, Specialty Restaurants, Coffee Shop, Room service etc. This department also provides Utility services (Cleaning).

Food Items Production Department: This department deals in the preparations of food items. This is mostly involved in the arrangement of those dishes, which the guests have ordered and then F and B department caters it.

Front Desk Office Department: The front Desk office undertakes the reservations, record keeping of guest’s accounts, and inspection of guests. Distribution of guestroom keys and post, memos or other info for guests are also tackled by the front desk managers.

Housekeeping Department: Housekeeping is responsible for the cleaning of guestrooms and public areas. This department contains the largest no of staff, which consists of an assistant housekeeper, linen area attendants, room inspectors, room attendants, a house person crew, and employee uniforms in charge. The laundry and valet gear may be only used for hotel linens and uniforms; they usually send guest clothing to a specialized and private service where it can be handled professionally.

Marketing Department: Sales and marketing plays vital role in the functions of the hotel business and is an important part of hospitality business. This department is involved in packaging for selling, sales promotion, and advertising. The marketing department is responsible of keeping the rooms occupied at a good price.

Finance/ Accounting Department: Accounting department manages many business transactions that occur, on daily basis. This department does more than just keeping books; it can also be called finance management, which is probably the right description of this department. However the control department handles cost control plans by way of decreasing in investment, decrease in operating cost, control of food service costs, beverage costs, and labor cost etc.

Administration Department: Top executive associates usually manage the Admin Department in the hotel. This department is accountable for work related with administration, employee’s wellbeing, health check and safety

1.4. Products and services

The hospitality industry covers a range of businesses that deliver services and amenities such as accommodation, food and beverage, entertainment, gaming and other products. Hotel Pak continental is a company of hospitality sector and mainly it’s is offering

products in term of food

services in terms of rooms and halls to stay and enjoy

Where these two main categories are further explained

Services

Events facilities at Hotel Pak Continental: HPC Islamabad has a number of halls for parties, marriages and conferences. Hotel’s dining and banqueting rooms are designed to offer maximum flexibility, together with up to date technical and lighting facilities. This certifies that even the most delicate event can be accommodated; the hotel also offers smaller private occasion.

Banqueting: No matter what the purpose or scale of the event, from the VIP breakfast for guests to a wedding ceremony. HPC is being able to host every possible dining and banqueting occasion at the greatest leisure and style. The customer can confidently trust the hotel’s highly qualified Banquet team, which can meet all their needs. This service, will ensure that the event is truly a memorable one.

Services: HPC provides complimentary airport shuttle service including travel desk facilities. HPC also have links with other hotels to all major international cities Within Pakistan, Pak Continental Hotel offers 4star deluxe service.

Other entertainment facilities: The hotel facilities are:

30 Channel Satellite TV

In-house movies

Fax machines in all suites

executive club’s rooms

International direct dialing

Exclusive electronic safes

Non-smoking floor

Centrally air-conditioned environment

Beauty Salon/Barber Shop

Shopping arcade

Rooms and residence: The 10 guest rooms comprising of 18 Executive suites, four super deluxe suites and 15 Executive Rooms are all designed to provide the utmost in comfort. All rooms are equipped with satellite television, in-house movies and modern amenities. In fact, every facet and facility required by the discerning traveler is catered to. The room division offers the ultimate in luxurious living with 24 hours in – house movies, satellite music and 30 channel satellite television networks.

Room Service operates round the clock caring for all the travelers’ needs. Fulfilling the smallest of requests to urgent needs, the room service assures in-house guests of the best quality of assistance. Personal facsimile machines are available in all suites and executive club’s rooms ensuring complete privacy and confidentiality. Business Centre & Secretarial Services are also available throughout the day and upto midnight.

Exclusive Executive: Business guest can also enjoys club facilities. The Executive Club offers special butler service and entree to an Executive Club lounge where continental breakfast is served for the guests. Exclusive club offers refreshments and light snacks, through out the day.

Hotel Pak continental also entertain its customers by giving seasonal packages of

wedding

Ramadan

1.4.2. Products

Besides these the above services following facilities are available for the guests:

40 fully equipped rooms

Wedding hall Hina

Wedding hall Sana

Conference hall Arosa

Conference hall Chandni

Authorized Money Changer

Business Centre

In-House Doctor

Pharmacy

Car Rental.

Learning & experience

2.1. Finance Department:

The Finance Department in the business is one of the most significant sections, as it assistances in providing the financing and accounting data important to make numerous choices. However, this department has a part that contains a number of responsibilities.

Records Maintenance:

The finance Department is answerable for keeping record of all sales and investment spending at a business.

P&L Statement:

Another duty of the finance department is to deliver organization with a profit & loss statement that will display the overall strengths or weaknesses of a business.

Inform Executives:

Manager needs the most present facts to make the finest decision for their sections. The Finance department has a responsibility to deliver them with the maximum perfect and well-timed facts possible. This would contain information such as costs to create a product.

Financing:

The finance department shows an essential role in serving the business obtains the essential financing it requirements, how the money will be funded.

Consideration:

Finance department are a main part of all governments also businesses, such as universities, charities and governments and hospitality etc.

2.1.1. Limitations of the work:

There are some limitations which I faced during the Internship program, which are described as under:

The time period of (eight weeks) was too short for learning experience.

Staff members avoided to give all information. They kept most of the data secrets. So it was very difficult to collect the relevant information.

Manager and other staff members have their own task to do and it was a great problem for them to spend time with internee.

Lack of co-operation by some employees

Lack of accuracy of the relevant data.

The grade staff was not properly trained therefore they have not answered accurately.

Instead of all these difficulties I have completed this work with full cooperation of few managers specially Manager Mr. Ajaz Ahmed who provided most of the required data and information.

2.1.2. What I learnt during internship;

I learnt the answers of following questions during practical experience of internship

What is financial management

Why accounts are maintained

How payments are made

What is cash book

What is utility and importance of accounting information

Role of accounting information in policy making and planning of the organization

Arrangement of finances and making policy and principle of fruitful utilization of funds is financial management. Accounts are written record of receipt and payments. Keeping account is essential for preserving record of receipts and payments and providing accounting information to stakeholder and policy maker for planning and policy making. All payments are made after obtaining sanctions of competent authority and duly supported with vouchers. Payments are made through Cheque. To ensure the accuracy of account reconciliation of all payments and deposit in bank is made with bank on monthly basis. Following books of accounts are maintained.

Cash book

Ledger

Budget register

Register if income/receipt

Register of advances

2.2. Internship duration and Rational for Selection

My internship covers a period of 8 weeks starting from 27th of June, 2011 to 26th of August, 2011. As I have interest in in the field of marketing so it was a very experience for me to work in the Marketing department and was easy for me to understand various marketing and sales concepts and techniques which were practically used there. It was all over a new experience for me to use those methods to solve the tasks assigned to me. During my internship in the hotel I got a chance to practically apply my knowledge to solve the tasks. One of the reasons why I choose Hotel to do my internship was that in my point of view the hospitality industry has a huge scope in Pakistan. It is a diamond mine waiting to be explored.

Task performed in finance department

I learnt the answers of following questions during practical experience of internship

What is financial management

Why accounts are maintained

How payments are made

What is cash book

What is utility and importance of accounting information

Role of accounting information in policy making and planning of the organization

Arrangement of finances and making policy and principle of fruitful utilization of funds is financial management. Accounts are written record of receipt and payments. Keeping account is essential for preserving record of receipts and payments and providing accounting information to CEO and policy maker for planning and policy making. All payments are made after obtaining approvals of competent authority and correctly supported with vouchers. Payments are made through Cheque and cash. To ensure the accuracy of account reconciliation of all payments and deposit in bank is made with bank on monthly basis. Following books of accounts are maintained. Cash book

Ledger

Budget register

Register if income/receipt

Register of advances

Task performed in the sales and marketing department:

I have performed almost all the tasks at sales and marketing department. The description of job which was provided at orientation (start of the internship) time was consisting of the following tasks which I had performed there:

Sales visits.

During the internship I visited various organizations in which we were visiting for the first time and some of them were our clients and we visited them just for the courtesy so that they may visit the hotel soon and give it some business.

The learning point in this task was the convincing discussion we had gone through with the clients and I got a chance to get an idea how to use different tactics to get a business.

Marketing visits:

With the manager and sometimes with his assistant we visited the market to analyse the ways to attract new customers. As Ramadan was heading in August so in order to launch the Ramadan scheme we visited the market to get an idea what other hotels were offering.

Sales Calls

In the mean time of my internship I also got the training of making sales calls. It was interesting in a way that we call to new companies and discuss with them our products and services and the best part was the patience required for making the customer to get agree to avail our product. Most of the times it happened that the customer agreed on the phone and when we made a sales visit it totally refused our offer.

Courtesy calls.

In the internship I was also trained to make courtesy calls in order to retain our old customers and to tell them about any new package which we were going to launch in the future.

Customer record, billing and recovery:

This was the part of my internship which was directly related to my MBA. As I am a finance student so I also got the training of:

maintaining the customer record

issuing them letters for the outstanding of their accounts with us

recovery calls and visits

recovering the amounts

reminder letters

By doing all the above said tasks I learned a lot about how to move in the organization and how to work in the tensed environment. Before doing the internship I had no idea how the courtesy is used and how this is difficult to make any organization our customer. The tasks which I performed there in the hotel were a bit different which we are taught. For instance sales and marketing are two separate departments in the books but in reality both departments are working under one head.

I learned how to use my patience and how to make a new company client of the hotel. The biggest key point I learned was the presentation of myself in front of executives of the organization. Recovery of the outstanding amounts and giving discounts also help me in increasing my information that how all these things are done in the real business life.

2.3 SWOT Analysis of Pak Continental Hotel

SWOT MATX

Strengths

Weaknesses

Opportunities

Threats

Strengths

Became a strong and established brand name in a limited tenure of 9 years

It is near to Islamabad air port about 15 minutes drive.

Have a bright name in the category of 3 star hotels in Islamabad

Using banquet facilities with complete range of audio- visual equipments.

Giving catering services at your door step.

24/7 doctor available on a single call.

Standby generator for facing the power shortage in the country.

Spacious car parking, rent a car service and tour information services.

They also have lift facility

Weaknesses

The site of the hotel can be said as a weakness for the hotel. As it is situated in a market yet the area is surrounded by motor workshops and a car showroom which is a point customer hesitate to come to the hotel.

Another weakness can be its short time period of existence in the sector of hospitality where there are people sitting for more than 40 years.

Limited room space can be said another weakness for the hotel. With the emergence of other hotels of same category like Envoy continental hotel Pak continental need to look upon in increase their residence facilities but they are bound not to do it because of cost and space constraints.

Opportunities

By introducing more packages like wedding and for Ramadan Pak continental can increase its customer ship.

By introducing memberships for the business as well as for general public the hotel can increase its business.

By making affiliations and doing contracts with renowned boutiques and and dress designers it can arrange events which will attract the customers and will help in increase in the market share of the hotel.

With sponsoring different local events like Basant and musical nights the hotel worth will increase in the eye of public which will help it to increase in the profits.

Some special packages introduction in the hotel products like giving discounts to the newly wed couple and on birthday parties will increase the customer ship of the hotel.

Threats

Increasing competition can be said a vital threat for the hotel as new hotel like opening of hotel De Pape’, Rose garden and Envoy continental which are situated in the same region are a threat for Pak continental.

lawlessness due to the suicide bombing in the recent years have adversely effect the tourism sector causing decreasing in the business of hotels.

As Pak continental is a three star hotel and it has already a limited market and due to the global economic recession the buying power of the customer has decreased affecting the hotel industry adversely.

Recommendations

After this comprehensive report on the hospitality sector, I came up with some suggestions for Pak continental hotel to tackle with the existing conditions and as well as to cope with the merging competitors in the sector.

Pak continental should enhance its business by introducing new products

Hotel should give time to time promotions to retain its customers.

It should also consider the restaurants one of its competitors

New hall and lobbies should be constructed.

Human resource management is the merging new sector in the world and the hotel is lacking in the department so it should introduce a H.R department in it so that the optimal use of the employees can be made.

There is a deficiency observed in the hotel about training its employees and conducting work shops to enhance their working capabilities. HPC higher authority should also consider employee training in their near future plans

Conclusion

I would like to conclude that I have been given a great opportunity in my to work in a the hospitality sector, and in a private organization. While learning and gaining a professional experience, I enjoyed there and it was the time when I felt independent, confident, responsible and realized my decision making power.

The aim of my internship was to get a practical experience and exposure the difference between the theoretical things and the practical implementation of them. I have exercised what I have learned during my MBA. I have learned that how organizations are different and how they are compete each other on the cut t

Introduction :

Nowadays, hospitality and tourism is one of the largest economic activity in the world, became an economic sector has an important role for economic development, national society of the world. This is a smokeless industry, it earned foreign currency for many nations and it is also an economic unit with the fastest growth in terms of creating jobs.

In the future , hospitality and tourism industry affected by many factors to the success, outside the natural conditions of the country , besides have to mention the increased promotion of tourism products, using information technology to promotion of national image for international friends, create favorable conditions to reach customers.

Besides , social factors, technological factors, economic factors, ecological factors, political factors is also effect to hospitality and tourism . Among them , technological factors which are considered important factors in the development of hospitality and tourism .

The body :
Website and internet in promoting tourism and hospitality?

The popularity of information and communication technology to access information on travel and booking easy, fast and cheap. Promoting the advantages of the development of information technology, the use of the site aims to transmit information on tourism to the tourists , specializes in disseminating information about tourist sites and tourist tours. Besides these sites were built and developed with the aim of propaganda tool, promoting the image information on hotels, meeting the online booking search free.

One symbolic example of the use Internet to promote tourism that is program ” To improve the quality of services – Ho Chi Minh City – 100 interesting things” in 2009 , organized by the Department of Culture, Sport and Tourism Ho Chi Minh City . That program select the tourism product unique and attractive ,way to build the tourism products typical nature to introduce with domestic and foreign tourists, to improve the image of Ho Chi Minh.

100 interesting things about :

10 VIETNAMESE BOUTIQUE SERVICES HOTELS

10 AUTHENTIC AND ATTRACTIVE FOOD WITH VIETNAMESE FLAVOR

10 MOST DISTINCTIVE SOUVENIRS OF VIETNAM

10 BEST TOURIST SHOPPING PLACES

10 VIETNAMESE MUST-TASTE

10 MOST UNFORGETTABLE SITES

10 STYLISH COFFEE SHOPS

10 PROMINENT CULTURAL, SPORTS & TOURISM EVENTS

10 MOST FAVORITE CITY TOUR PROGRAMS

10 EXCITING ENTERTAINMENT VENUES

After the votes are 100 interesting things, they conducted to promote products to domestic and foreign tourists through website Ho Chi Minh City 100 Excitement .

This is a typical example, through the use of information technology to help international friends should understand the tourism industry in Vietnam , besides, also help visitors have a exactly choice of travel products.

With hospitality industry , using web site and internet contributed in bringing a market advantage , easier to manage the growth of restaurant and customer needs. It help customers shorten time looking for information about destination , booking room , where to eat , where have entertainments aˆ¦ all that information is already in the website . Web site poses a lot of information about hotel , restaurant and travel agency , when customer submit that information , they can choose goods or services which make them satisfy.

When you sign in the web site of Sheraton Saigon Hotel and Towers , you will feel satisfy with a lot of information about overview of Sheraton hotel , photos , feature and activities and a lot of convenience . In there web site always appear reservation in spite of you change another page of this website , it make easier when customer want to book online in all time. Besides , that web site also provide important information as promotions, special offers , special prices , discounts , coupons aˆ¦ This website also provides name of all restaurants in Sheraton Hotel and introduce the visitors when they should drink or eat and what they should drink or eat , it also provides time open and close of those restaurants , cuisine and atmosphere , so the visitors will have a lot of choice in their trips.

In addition, that web site provide information about weather , local area map and transportation of Ho Chi Minh City . Thus , visitors want to visit Ho Chi Minh City will to feel secure when sign in web site of Sheraton Hotel because that have what they want .

One more web site provide online reservation systems worldwide (Global Distribution System – GDS) , that is Genares (www.genares.com) , visitors use GDS can reservation hotel around the world . Only create account on GDS , the customer will find information about history of the hotel , price of every room , and discount priceaˆ¦ Service of Genares bring a lot of advantage for visitors , it connect with more than 1000 tourism websites all over the world .

So that , information about restaurant or hotel on web site will bring important sense in developing and maintaining quality of customer. The content must be offer meaningful information and visitor satisfaction so that they will come back to visit.

Software in managing tourism and hospitality :

One of most important factors more to contribute to the success of hospitality and tourism industry that is management . Addition , the software and applications helps management better , easier , most attentive and more resourceful .

With POS ( Point of Sale ) , it was be built when restaurant operators looking for the way to serve their customers better , manage employees easier and control transaction food and beverage exactly . Functions of POS system include : decreased service time , order accuracy ,security of cash transaction, reduced training burden , performance control, sales reporting , reduced theft aˆ¦ In general , POS system focus three functions : Sales management, Purchasing management, Storehouse management .

This system help manage daily activities , from order food and beverage , guest-check settles to transaction by credit card . It also save the time for employees , can solve needs of customer fastest . So that , all departments of hotel have POS system such as restaurant , kitchen ,the bar aˆ¦

Sales management :

Functions include Customer Information Management, Information Sales, Sales Management, Debt of customers and take care customer better . Besides , this function also support sales department can care customers better through customers debt and number of transaction of each customer.

With Sales management , when customers order food or beverage, cabin crew recorded by handheld devices or enter directly at the POS machine. Information will be checked and moved to bartender or kitchen to make food or drink .Special , food or beverage can be order follow request of guest and they often completely satisfied with service.

Besides , managing employees very important to serve guests , there fore, the control of working time of employees , restaurant is very flexible in regulating together . The manager can know sales , tracking accounting , management of food inventoryaˆ¦and the manager will have plans to import food or beverage reasonable , avoid damage and loss.

Purchasing management :

With purchasing management, order depend on inventory , purchase , storehouse and payment cost of purchasing .

Besides , manager can know goods are purchase by who suppliers , how much the price and sold to whom , manage inventory for each item ( if there are a lot of items ).

Storehouse management :

Besides the functions as export , import , conservation , it also provides more convenient to manage many items of goods .

The conclusion :

As a part of tourism industry, MICE increasing generates significant amount of revenue worldwide Hing, McCabe, Lewis, Leiper, 1998; Mistilis dwyer, 1999. MICE are an acronym for the meetings, incentives, conferences and exhibitions which is powering ahead as a key growth driver. Asia has been one of the front compare to other country such as Europe and North America. Singapore, in particular has been no exception. The MICE industry is a vital pillar and economic contributor of Singapore’s tourism industry. Singapore’s tourism sector is gearing up for major revitalization through a host of new tourism developments and attractions which will re-define Singapore’s tourism landscape. (http://espace.library.uq.edu.au)

Singapore has the first class conventions and exhibition facilities such as SINGPORE EXPO and Suntec Singapore international convention exhibition centre. Moreover Singapore have excellent communication infrastructure, it’s made travelling from one place to another domestically and internationally. Singapore’s expert business environment, vibrant and multi-ethnic landscape, strategic geographic location, good global connectivity and multi- lingual populace has drawn many business travelers choose to do their business tourism at Singapore and complemented by state-of-the-art MICE facilities, infrastructure, expertise and professionalism in event management. (http://mice.yoursingapore.com)

Singapore is working hard to stay on top of the competitive business events arena. From year to year, Singapore’s MICE industry has grown significantly and now Singapore is ranked among the world’s top three cities for meetings by the Union of International Associations (UIA). Beside this the latest ICCA Ranking has positioned Singapore as the Top Convention city in Asia for ninth time and the Third Top Convention City in the World for the second consecutive year. Singapore has leapfrogged two score to reach the top position, beating Paris and Vienna and giving its goal to be the top of the world a boost. (www.tourism-review.com)

Findings

2.1 Critical Mass

There are few factors that influence Singapore as a major MICE destination in the world. The most important factor is it has critical mass; it has been awarded by the Union of International Associations (UIA). By developing a critical mass of MICE events in the industry, this strategy will create an eco-system of business events that complement one another’s presence. Business events not only will create vibrancy of the sector but also strengthens Singapore’s value proposition as a MICE venue. Singapore has the steady growth in the amount of international meetings and it has hosted for the past few years, a growth that show from the quality, and the creativity of the Singapore meeting industry. It makes Singapore continually attracts high- profile international business events. (www.visitsingapore.org)

2.2 Strategic Location

The second, Singapore has a strategic geographic location; it is also the key regional hubs for Asia, with its central location in Asia and a bridge between east and west. It makes Singapore attracts global businesses and it seamlessly connected to almost every part of the world. There were few exhibitions of different industries was held in Singapore such as Asia Aerospace, Food Hotel Asia, Communic Asia and Broadcast Asia and the responses was very good. Singapore is a safe and hospitable country, this is also a main reason event organizers choose Singapore.

Beside this Changi Airport has 80 airlines that connect to over 180 cities in 50 countries and Singapore’s port is the one of the busiest in the world and the country is classified as a premier International Maritime Centre. Its extensive air and sea linkages enable ones business to access 2.8 billion people within a seven hours flight radius. It is very much getaway to Southeast Asia. “Singapore’s position attests to its appeal as a premium business travel and meetings, incentive travel, convention and exhibition destination, “claimed the Singapore Tourism Board (STB). (www.mice.net.au)

2.3 Stability political and economic in Singapore

Singapore enjoyed a reputation of effective, honest and politically stable government. Singapore’s stability of political brings the trust of safe for people to choose to help the international event. Singapore is a knowledge-based economy and attracts multinational investments. It is open trade policies, social stability, world-class infrastructure and international communication links are some of the reasons why foreign investors flock its shores. The stability of their economic also will lead the amount of business travelers invest in promoting their own product in Singapore increase. The IMD World Competitiveness Yearbook 2008 cited Singapore as the world’s second most competitive economy. The economic growth and political stability is maintained by the government of Singapore, it helps to attract more people to choose to held their event at Singapore with no worries compare to their competitors Malaysia and Hong Kong. (www.euroasiaindustry.com).

2.4 Communication infrastructure

Singapore’s reputations for efficiency and excellent communication infrastructure have enabled it to attract a chain of international events including the Asia-Pacific Economic Cooperation (APEC) meetings in 2009 and the coming event will be the first-ever summer Youth Olympic Games which falls on 14th August 2010 to 26th August 2010. Singapore also attract tourist to contribute to its success as a leading destination for both business and pleasure.

Singapore’s efficiency and seamless through modern state of art infrastructure and latest technology leads Singapore MICE industry rapidly grow sectors in the tourism industry worldwide. Singapore has rated the top in terms of basic infrastructure and technology infrastructure in the World Competitiveness Yearbook. As we know that Singapore Changi Airport received awards consistently and also a leading air hub renown worldwide for its efficiency and rated the first in the world for Quality of Air Transportation in 2006. (www.guidemesingapore.com)

2.5 Pro business environment and Government support

Singapore well known for its PRO business environment and it’s suggested to be the most beneficial place in the world for entrepreneurs to start their business there. In facts, the World Bank has ranked Singapore as No 1 in terms of ‘Ease of Doing businesses for the past four years. In the latest Global Competiveness report, Singapore was ranked first in; ‘Intellectual Property Protection’ and the second in ‘Quality Infrastructure’. Among the most of the countries, Singapore is one of the lowest corporate and income tax rates. Singapore government has improve the rigid environment to help business operate more efficiently such as, it is only take one day to get hold of a business license and at a fraction of cost unlike other countries may take few months to get a business license.

Singapore has successfully clinched a good amount of association meetings by its strong business basics and plans to build a vibrant ecosystem of business event. Singapore Tourism Board (STB) said “All vital signs are pointing towards the return of business confidence in the Singapore business event sector, fuelled by dynamic developments taking place within the tourism landscape. Leverage in our sterling track record and a sound business fundamental, Singapore has secured a robust pipeline of business events, including key international association meeting in coming years”. The overall pro-business environment and relative ease of doing business give Singapore a competitive edge as a MICE destination. The main reason while makes Singapore become a Pro-business environment and MICE destination is the strongly government support through Singapore Tourism Board (STB), government support was crucial to the events’ success. (www.stb-germany.de)

Singapore’s government support of development businesses and contributes to a dynamics business environment. Singapore invested heavily in promoting the MICE businesses and also their tourist destinations. The Singapore Exhibition and Convention Bureau (SECB), a group of the STB has enhance the “Business Events in Singapore (BE in Singapore)” incentive scheme to help business events organizers discharge a higher proportion of events’ project costs by providing a greater scope of funding support, and Singapore exhibitors at WFA 2009(Wine For Asia) enjoyed up t 50 percent off space rental. This helps so reduced cost for the exhibitors and can attract more exhibitions to participate. Meanwhile, Singapore is a country which has pro-business environment which has excellent infrastructure and professionalism in the MICE industry that can makes Singapore become a global exchange hub where people can gather and share their ideas and technology.

(www.guidemesingapore.com)

2.6 Excellent meeting and conference venue and offers international-standard facilities and service

Singapore is a global hub for business and leisure and it is also a best choice for meeting and events. With the first class convention centers and hotel ballrooms, Singapore continue reinvent itself with new event venues and attractions such as Marina Bay Sands Singapore. Marina Bay attractions will create a unique MICE group that we not found elsewhere in Asia with international-standard MICE facilities.

MICE facilities in Marina Bay Sands, Singapore Expo, Suntec Singapore International Convention and Exhibition Centre are integrate to boost Singapore’s attractiveness as a business and leisure destination. Suntec Singapore International Convention and Exhibition center and Singapore Expo are understandably a favorite choice for business event of all kinds due to their huge exhibition space. A good convention center, exhibition halls and meeting venue plays a very important when we organize an event, Singapore saw the convention center as an ideal platform for the exchange of ideas and for networking. The different range of venue offers flexibility to event organizers regardless of their events’ size, needs and budget. (http://spinergy.com.sg)

2.7 Excellent transportation system and telecommunications connectivity

Singapore boasts of a highly efficient and excellent public transportation system, which includes cabs, buses and the modern Mass Rapid Transport (MRT) rail system as well as their air transportation. With its excellent transport system, people can get around in Singapore with no burden. An extensive network of trains, buses and cabs connect travelers to nearly any point of the city and the public transportation fares are affordable for everyone. Lucky for those foreign travelers, Singapore makes it easy for guest to reach any and all meeting venues and attractions with their public transport system on time due to their punctuality of rail systems. Singapore’s bus network is extremely frequent and comprehensive; this is also very convenient for travelers. The new opening new MRT network has made accessibility to Suntec Singapore and Singapore Expo, it made expedient for those business travelers. According to a survey conducted by Singapore’s Land Transport Authority in 2006, 8 out of 10 Singaporeans were satisfied with bus and rail services. (www.guidemesingapore.com)

Singapore is well served by their public transportation and telecommunications connectivity. In telecommunications connectivity, Singapore has 21 Tbps of installed international Communication infrastructure capacity, sufficient for every business need. Singapore is also one of the more competitive telecommunication hubs in Asia Pacific. Excellent telecommunication links with broadband network in all business hotels.

(www.marimari.com)

(www.etravelblackboardasia.com)

3.0 Conclusion (Forecast for Singapore MICE Industry)

In my opinion, I think that Singapore will clinch to the top spot as the Best City for MICE events in the future, well ahead of other countries and cities. Singapore’s tourism landscape is undergoing a dynamic transformation. By the year 2010, Singapore will have a cityscape that give off more buzz and excitement in the atmosphere. Singapore keep reinvent itself by introducing new, innovative venue and excellent facilities to give their foreign business travellers and exhibitors a unique experiences and ambience. Singapore also will maintain their reputation as Asia’s premier MICE destination through offering new infrastructure and leisure products. With the growth potential in the region, the Asia-Pacific is expected to attract over 100 million business travel and MICE visitors by 2015, therefore it is no surprise that Singapore continues to pursue a bigger slice of this multi-billion dollar MICE market. (mice.yoursingapore.com)

With Singapore’s stability economy and global economy shows signs of a rebound, the business event sector is in good stead to take advantage of on business opportunities. Singapore has kept a strong pipeline of business events, including the key international association meetings, in the coming years. Ms Melissa Ow, Assistant Chief Executive, Business Travel and MICE Group, Singapore Tourism Board (STB) said:” As we move into 2010, and climate of economy recovery, the STB will continue to work Closely with our industry partners to meet business event organisers’ evolving needs, explore new business leads and strengthen our international marketing and channel development efforts.”

Marina Bay Sands will be development into an integrate and vibrant MICE venue which offer 200,000 sqm of convention and exhibition space for concertedly bids, attract, create and grow strategic business events. These developments will redefine Singapore’s downtown and central business district. There are more than 150,000 meeting attendees are expected to visit Singapore this year for events already booked at the Marina Bay Sands. Moreover, Resort World Sentosa had hosted 35,000 attendees at a single event. Marina Bay Sands said that it has secured more than 30 events improvement to be held there from this year to 2012.

(http://articlemix.com)

By year 2010, Singapore will be hosting the world’s first summer Youth Olympic Games. With planned influx of 15,000 overseas participants and visitors generating 180,000 or more visitor nights for Singapore, the YOG presents exciting opportunities for the tourism industry. Beside this, Singapore also host a series of upcoming events and conferences within this few years, such as Youth Olympic Game 2010, International Cruise Terminal 2010, Gardens by the Bay 2010, Sports hub 2012, National Art Gallery 2013 and many more. (www.locumconsulting.com)

Singapore will continue develop their capabilities and improve their infrastructure to serve business event travellers in order to ensure their position as a top Asian and global business destination. To ensure Singapore Expo is well-positioned to support the growth of the MICE industry, STB has gone aboard on plan to upgrade the facilities of Singapore Expo. In addition, STB also will improve the venue’s technical and audio capabilities, same goes to improvement its facade, landscaping and lighting system. The upgraded facilities will ensure that the Singapore Expo remains an excellent venue for business events.

There is growing competition from other country such as Thailand, Malaysia, Hong Kong, Macau and etc but Singapore is make every effort to offer good facilities and service to their business event travellers. Furthermore, STB continues work closely with the business events industry in order to increase the amount of the business event at Singapore and to ensure that the MICE sector continues to power ahead as a key driver of tourism growth in Singapore.

I think Singapore will stay ahead of the MICE industry, because the event organiser can be assured of quality service when staging events in Singapore, with its excellent infrastructure and professional workforce. Although Singapore has received a lot of awards but Singapore did not feel proud, they keep on work harder to maintain their facilities to achieve the best MICE destination in the world. Furthermore, Singapore’s MICE industry is on a firm and I believe that if Singapore put more affords in their MICE industry, it can leapfrog to reach the the top spot as the Best City for MICE events.

According to Page and Connell 2009, p. 644, international tourism is an activity that involves people travelling to another country or a destination outside of their normal residence and residing for more than a day or at least a day with a given purpose. With the previous and recent events of natural disasters that have continually to take place across the world, there have been some challenges that the tourist generating and destination areas have faced. These natural disasters have brought about devastating impacts to these areas which entirely or partly depend on tourism as a source of generating income to survive. It is important to note that natural disasters continue to bring about destructive impacts to the supply and demand of both generating and destination areas, as well as affecting the normal lives of people who are forced to adjust to these changes after a disaster. This essay will consider previous natural disasters that have occurred internationally and will examine the impacts it has on the supply and demand side of tourism with given examples. There are three categories in this essay. Firstly, it will focus on previous natural disasters that have taken place internationally, and then individually for each natural disaster, it will consider the impacts on the supply side; such as accommodation, transportation and attractions, and then it will examine the impacts on the demand side; such as personal income, destination image and health risks. Finally, this essay will end with a conclusion that natural disasters have brought about destructive impacts to the supply and demand of international tourism, and that there are simple, yet constructive ways to reduce the impacts.

First of all, different types of natural disasters have occurred around the world. Some previous ones included tsunamis and earthquakes. To begin with, a tsunami is a destructive wave that can travel at great heights and speed and is likely to damage areas near the coast. They tend to be unpredictable, and this can create difficult situations for those who are not prepared, which can result in deaths and cause destruction to surroundings. The tsunami that took place in the Sumatra Islands in Indonesia in 2004 is a clear example of how dangerous the impacts of a tsunami can be (Jain, Agarwal & Hirani, 2005, p. 15).There have been cases where people were caught in a tsunami, and because of its unpredictable nature, unfortunate deaths have taken place. According to Jain et al. (2005, p. 15), “The recent Sumatra earthquake … the most devastating tsunami … causing a death toll of more than 150,000”. Therefore, tsunamis are dangerous and will continue to have devastating impacts unless necessary precautions are taken to warn and advise people to move to higher grounds for safety (Jain et al., 2005, p. 17).

In addition, earthquakes are also dangerous and are quite frequent. They are basically underground movements of the earth that travel up to the surface of the land or sea, which can trigger other natural disasters like a tidal wave. An earthquake can be destructive, and the impact it creates has a direct effect on the environment as well as on the country itself (Federal Emergency Management Agency [FEMA], 2011). An example, where an earthquake occurred would be in the Izmit city near Turkey, where Beirman stated

Casualties were estimated to be 20 000 dead and 50 000 injured…. According to a UN report, 350 000 housing units and business premises were damaged or destroyed. (2003, p. 162)

The impacts of earthquakes can destroy infrastructure such as roads and buildings as well as public utilities such as electricity and water supply, the victims involved are prone to falling objects, death and injury including financial losses (FEMA, 2011).

Second of all, the tourism supply is affected by natural disasters. With reference to Page and Connell’s study (as cited in Sessa, 1983, p. 59) found that the aim of the supply part is to make services available to tourists so that the tourism demands can be satisfied. Supply, provides many services such as; accommodation and transportation. With reference to the accommodation and transportation service, they will first show how they were affected during the tsunami in Indonesia, while attractions will be used as a discussion for the earthquake disaster in Turkey.

The first supply is accommodation. Accommodation provides shelter for a tourist where he will be able to stay in while travelling to particular destinations near and abroad. The condition of the rooms provided should be comfortable and suitable in order to achieve a satisfied and happy guest, but if it was otherwise because of unsuitable room conditions then tourists will alternatively look for a better place to stay in while on holidays (Ahliya, 2010). For example, the accommodation in hotels and motels during the tsunami in Indonesia was badly affected, as close to “30 percent of room capacity was damaged” (Athukoral & Resosudarmo, n.d.) and even though some of the rooms were able to re-open for accommodation purposes, room occupancy rates were decreasing because of lack of infrastructure. This would lead to perishability, where expected numbers of rooms are to be sold within a time frame but the occupancy of rooms were less, resulting in financial loss (Walker, 2009, p. 11). Therefore, the condition of a room and its quality after a natural disaster will have an effect on tourists’ choices and that will affect the financial wellbeing of the hotel and motel industry.

Moreover, transportation is another supply of tourism. It helps people move from one place to another with a form of transport, such as an aircraft, car, boat or even a bicycle. Although transportation helps tourists travel to various destinations, they are dependent on the geographic location and the nature of infrastructure such as roads, airport runway and bridges. Constant improvements in these areas will create accessibility to places that are difficult to get to (Sorupia, 2005, p. 1768). Natural disasters do have an impact on transportation. The Indonesian tsunami in 2004 destroyed many roads and other transportation routes; which limited the public from travelling. The airport being one of the major ports that brings in international tourists was affected, and aircrafts were restricted to travel at certain times only to transport medical and food resources to affected areas (Samii & Van, 2010). Damaged transportation network affects accessibility to areas and will be useless to those who cannot be helped, thus improvement and effective measures must be taken to strengthen the infrastructure system.

Finally, attractions are another determining factor of supply. It is a simple reason as to why most tourists from various countries arrive at a destination, basically because of the natural as well as the cultural attractions that a destination has to offer (Gunn & Var, 2002, p. 1). According to Beirman (2003), Turkey is a country with its own unique natural and geographical beauty ranging from “desert to lush and fertile lands” (p. 157). However, it is located where earthquakes are likely to occur most of the time, and because of this, Turkey is prone to experience disastrous impacts of earthquakes (Beirman, 2003, p. 157). For example, damages to homes and industrial buildings were at a point of no return, but because of effective planning that took place after the earthquake, most of the attractions were back at its original state and the tourism sector in Turkey improved (Beirman, 2003, pp. 161-162). The attractions that a country has can be a major factor in increasing tourist numbers or it could be a detrimental factor that could force tourists to leave.

In fact, the demand side of tourism is also affected by the impacts of natural disasters. According to Page & Connell (as citied in Pearce, 1995), the demand concept is focussing on the reasons as to what does or does not motivate a tourist to travel to a destination. Some of these factors may be due to personal income, destination image and health risks.

First of all, personal income is one of the determining factors that influence a person in deciding whether to travel or not. With reference to price, if a person is able to afford travel expenses, then they are in a position to experience a destination and the attractions it offers, however, for those who cannot afford a holiday, it is a restricting factor that stops a person from travelling (Page & Connell, p. 53). To illustrate this, Turkey experienced a growth in tourist numbers towards the twenty first century. Regardless of its low currency rate, it was considered to be a suitable and affordable destination to visit and this attracted many tourists from around the world (Beirman, 2003, p. 161). So, the income of a person will determine the willingness to travel to places if it can be afforded.

Equally important, destination image is another factor that can also affect tourists’ demand. This is simply, the way in which a tourist views a destination, whether it is a suitable place to travel to. Some perceptions can be influenced by the media and tourists can instantly change travel plans, especially if it is a negative one and this can affect the status of a destination region (Lexow & Edelheim, 2004, p. 52). For example, when the Izmit earthquake struck Turkey in 1999, there was coverage by the media which was showing how badly the country was affected by the earthquake. Yet, most of the information that the media circulated was later discovered to be biased and exaggerated, one such example would be the warning given out a day later by the British Travel agents where they were discouraging British tourists from visiting the largest city, Istanbul, assuming that the whole city was affected, however, only the east border was affected, while the inner part was not (Beirman, 2003, p. 165). Overall, the type of information that the media generate can be overstated and affect the tourists’ perception, while the image of the destination can be affected as well.

Furthermore, health risks also contribute to the demand of tourism. Some of the major health issues involve communicable diseases and there is a chance that tourists are likely to get sick if visiting affected areas (Giacomelli, 2006, p. 12). For instance, when Indonesia experienced the Sumatra earthquake in 2004, there were many people including tourists who suffered from wound infections but only a few cases of communicable diseases were reported, compared to the high cases of infectious wound cases (Marres, Lange, Leenen & Hoepelman, 2006). Thus, travellers are bound to suffer from communicable diseases and wound injuries if they get caught in disaster affected areas.

Given these facts, natural disasters do affect the supply and demand of destination and generating tourism regions. Impacts on the supply side can range from accommodation, transportation and attractions, while the demand side includes personal income, destination image and health risks. The range of services as well as other external factors in a destination will affect the way tourists choose a place to visit. The tourism sector must not be ignored during a crisis even though it is vulnerable to unpredictable changes. Therefore it is important that necessary and simple precautions are practised to minimise the dangers of natural disasters so that tourists, locals and the tourism industry itself is safe.

INTRODUCTION

International tourism has grown very fast after second world war. Today, tourism has become a part of the everyday life for most people and is now a major source of employment in developed countries. The growth of the tourist industry after second world war can be linked with increasing wealth, increased mobility, improvements in accessibility and transport, more leisure time, product development and innovations, improvements in technology, changes in lifestyles and fashion, an increased awareness of other places and the need for ‘green’ tourism. Every factor is responsible for the rapid growth of tourism which is the biggest industry in the world at the world employing nearly one third of the whole world population.

Since the beginning of early days, humans have travelled for various reasons. . Food, water, safety or acquisition of resources (trade) were some of the early travel motivations. But the reason for travel changed when people had the idea for pleasure and exploration. Travel is always depended upon technology as the means or mode of travel. Travellers before walked or rode domesticated animals. The invention of technology like the wheel and the sail provided new modes of transportation. Each technological improvement increased individuals’ opportunities to travel. Interest in travel increased for education, sightseeing, and religious purposes when infrastructure were developed by governments and other facilities were meet.

The development of International Tourism after the Second World War

The most common factors that are responsible for international tourism development after Second World War, can be discussed under three main headlines

Changes in technology
Product development
Social or economic factors
A. CHANGES IN TECHNOLOGY

1. Developments of Jet Aircraft

The development of jet engine was started after the Second World War and before that it was very expensive to travel and also took long time to reach destinations. In 1958 the first jet aircraft carried passengers in the transatlantic route and the travel time was cut some five days to seven hours which was really a great breakthrough for the development of tourism worldwide. And after 1970 the jet aircraft started carrying more and more passengers and also become cheaper for people.

2. Computerised Reservation Systems

CRSs are systems that store current information about all available service providers and have the necessary infrastructure to transfer such data. This system started at the beginning of 1960s and the main objective was to book airline seats automatically. In todays world the best known CRSs are Galileo, Amadeus, Sabre, Worldspan and these CRSs have developed the tourism market dramatically.

3. High speed Trains

After the Second World War, significant development happened in the railway system. In the United States, All over Europe and in Asia, high speed trains were introduced which brought revolutionary change in mass tourism. This high speed trains has given the passengers comfort and choice of transport which play a vital role in the development of tourism.

4. Communication.

The communications revolution happened in the last few decades which had a major impact in tourism. Companies like GO and Last minute.com and others are already developing the Internet to book online and selling their product through web pages. People are now walking through their hotel online, check out the views, find out about the nightlife – and all this before they book! It’s advertised more faster and more cheaper than going down to the high street.

B. PRODUCT DEVELOPMENT

1. Package Holidays

The development of package holidays had a great impact in tourism development. All tour operators are now selling package tours which are all inclusive, which means accommodation, transfer, meals are all included in the deals. The tour operators buys the package in bulk so they can sell to customers in cheap price which attracts customer to take a holiday.

2. Theme Parks

Theme Parks have been created in almost every countries of the world to attract tourists. These are the amusement parks where many rides are installed and lots of attractions are made to entertain a large group of people. Example include Thorpe Park in UK or Disney Land in Paris.

3. Introduction of Holiday camps

Holiday parks like Central Parks and Butlins had led to a big growth in the tourism industry. In the holiday camps holidaymakers pay for their accommodation and also can go for full board, half board or self catering.

4. Low cost Airlines

In the last few decadesaa‚¬a„? low cost airlines contributed hugely in the development of tourism. Low cost airlines like Ryan Air, Easy Jet made it easy for tourists to travel for very cheap prices.

5. Long Haul Destinations

The possibility of taking a long haul flights made it very attractive for tourists to go far away form home. People can go from one part of the world to another part in couple of hours and explore the world which gives them immense pleasure.

C. Social and Economic Factors

1. Increase in car ownership

The greatest factor that increased for travel is the increase in car ownership. Car ownership were increased mostly in the year between 1951 and 1970 and then there were even bigger increase in the mid 1990s. Increased car ownership is now a great facility for people to visit places of interest and spend leisure time with friends and families.

2. Increase in leisure time

People around the world now think there are more things to be done other than work in life. So, people now try to mange leisure time from their work which they want to spend travelling to different places just to relax and enjoy. This time spent not only relaxes people but also boost their energy to perform at workplace because of freshen of mind.

3. Holiday entitlement

People now are entitled to few days to few weeks holiday every year they work which gives them chance to go somewhere and spend some. From 1938 it was legal requirement that people have to get paid holiday every year. This holiday entitlement also motivates people to travel and thus develop tourism worldwide.

4. Early retirement with pension

Todays workplace encourage to recruit fresh talents and so also gives the older people the chance to retire early with pension facilities. So, people now have time in their life to spend and the money they need, which makes them motivate to travel.

5. Aging population

Aging population is another factor that develop tourism. People who are aged have more time to spare than others and that encourage them to go for holiday and contribute towards tourism.

6. Large incomes

People are earning more money than before and so are able to spend on holidays and other recreation. When there is disposable money available for people that tends people to spend on travel and explore places and hence develop tourism.

7. Less children

This is another important factor towards the growth of tourism. People wants to be more free in life than before and lots of people donaa‚¬a„?t want to get tied with family and children and which lets them go wherever and whenever they want. They move to different places and help tourism.

CONCLUSION

After the second world war, tourism has grown in scale, distribution and origins of tourists. According to Geofact 2001, there were 25 million international tourists in 1950 and according to WHO, there were 160 million tourists in 1970. And they forecasted that it would be 1000 million in 2010. In 1997 the UK tourist industry generated A?40 billion which is approximately 4% of the GDP and the industry employed 1.6 million people which is 6.2% of the total workforce. From these figures it is clearly visible that international tourism had developed since the second world war and the growth is continuing.

Marriott International has culture and tradition of innovation, service and leading performance. Marriott International has achieved competitive advantage over the other competitors through three conceptual frameworks: Porters Five Forces approaches, the resources based approaches and the rational approach. Through this approaches Marriott International has identified the source of competitive advantage. This report is primarily based on explaining how the Marriot International Inc. has successfully managed the strategic moves and competing with the strong rivals in the hospitality sector. This report also critically evaluates the strategic moves, competitive strength, internal and external environment of the company.

Introduction
Marriott International is a leading operator, franchisor, and licensor of hotels, corporate housing properties, and timeshare properties under numerous brand names at different price and service points. It has more than 3700 properties worldwide. It is expanded to 73 countries and have 18 brands. Innovation, service and leading performance is always the key priority of Marriott International. Fortune® magazine has included Marriott International in the most admired company in lodging industry and also as one of the best places to work. This report critically evaluates the Marriott International’s strategic profile. (Marriott International Inc., 2012)
History

Marriott International has categorized its glowing history in 4 groups; period between 1927 to 1956 is known as early years, growth years are between 1957 to 1985, modern years are between 1986 to 2011 and the years ahead is 2012 and onwards.

Marriott was founded in 1927 by J. Willard Marriott and his wife in Washington D.C. as a root beer stand. Due to the humid summer of Washington D.C. the Hot Shoppe gradually became the popular place to get cool drinks to quench the thirst. For winter season hot Mexican dishes like tamales, chili, and tacos were the profitable items. In 1929 Hot Shoppes was incorporated in Delaware as Hot Shoppes Inc. Hot Shoppes went public in 1953 by opening its first hotel, the Twin Bridges Marriott in Arlington, Virginia. Marriot did its first international expansion in 1966 by acquiring an airline catering kitchen in Caracas, Venezuela. Marriott became Marriott Corporation in 1967. Cruise lines were added to Marriott Corporation in 1971 and in 1972 J. W. Marriott, Jr. the son of JW Marriot Became the CEO. Farrell’s ice cream parlors became the part of Marriott Corporation in 1972 and also two theme parks near Chicago and San Francisco came to operation in 1976. In 1977 Marriot Corporation became a billion dollar company. In 1982 the company acquired Host International and opened first Courtyard hotel in 1983. In next year company entered in the vacation timeshare and senior-living market.

In 1987 Marriott entered in the lower-moderate lodging segment by acquiring Fairfield Inn and Residence Inn. Again in 1993 the company once again broke down into Marriott International and Host International. In the year of 1995 Marriott International acquired Ritz Carlton Hotel Company. Marriott International introduced Marriott Executive Residence, Towneplace Suites and Fairfield Suites in 1997 by acquiring Renaissance Hotel Group. In 2006 Marriott International announced that all Marriott establishments in US and Canada are non-smoking zone. Marriott has very colorful past and it grew old with innovation and on the other hand it focused more on mergers and acquisitions. In the modern years Marriott International opened the first Bulgari Hotels & Resort property in Milan, Italy. In the year of 2008 The Edition brand was introduced. Marriott International continued its growth in 2009 as well. In this year company launched Autograph Collection, which is a luxury and upscale independent brand hotels. In the year of 2012 Marriott International got its third CEO, Arne Sorenson in the company’s history.

Strategy Management

According to the Bill Marriott, “Sustainability means being good corporate citizen and environmentally steward and promoting economic growth, diversity and inclusion in our communities worldwide.” Marriott International is growing bigger every day. Marriott International is focusing more on Asia, Africa and Middle East in these days.

Marriott International has well planned strategies like New Generation Travelers, Brand Distinction, Portfolio Power, Technology Leadership, Owner Preference and Global Growth. These strategies are formulated to compete with the rival chains. Beside these strategies Marriott International has CSR strategy known as ‘Spirit to serve our communities,’ which is social approach to stay ahead from the competition. Company has strategic management program to catch up with latest trend and development in the marketplace.

Marriott International developed great room lobby experience for the Next Generation Travelers in 2007 and is expanded to 190 countries of the more than 500 Marriott hotels and resorts. Company has planned to expand this program to more than 80% of Marriott properties worldwide with in 2015.

Marriott International is also trying to minimize its labor costs in its corporate offices despite the greater expansion of the company itself. There will be altogether 100 hotel in India alone within 2016. In china Marriott planning to open new hotels in faster pace than the rival hotel chains. The economies of China and India are somewhat slowing down but the travel and tourism industry is still growing in the positive speed and Marriott International wants to capture the growing market travel and tourism by adding new rooms.

MISSION AND VISION STATEMENT

Marriott International does not have a mission statement; rather, it has a vision statement which is “To be the #1 hospitality company in the world.” (Marriott International Inc., 2012)

INTERNAL AND EXTERNAL ENVIRONMENT:
SWOT Analysis

Strengths

Weaknesses

Large Expansion of Brands

People’s business

Geographic Presence

Global leader

More franchise

Website and Social Network

Focused divestiture Efforts

Attract and retain employees

Culture retention against the identities of the brands

Brand Equity

Strong Internet presence

Adequate IT solutions

Over-reliance on US market

Over dependence on luxury brands

Lack of low-cost lifestyle brands

targeted by fundamentalists or extremists

Opportunities

Threats

Emerging Asian Travel and Tourism Markets

Trend of low-cost market

Distinction amongst hotel service offered

Environmentally and Family Oriented

Decrease of cost of real estate in the USA

Eco-tourism

Timeshare not popular anymore

Economic Recession = lower consumer spending

Boom of Economy Hotel Brand

Political instability

Terrorism

PEST Analysis

External environment needs to be analyzed in timely manner in order to be competitive on today’s market place. The environment is changing all the time and company must be responsive to the changing environment. To take effective actions. PEST is the effective tool to analyze external environment of the organization. Marriott International is the leading hospitality management company. Its political, economic, social and technological environment analysis are as follows:

Political Environment

Marriott International has recognized the value of laws and regulations of the individual nation and acted accordingly in the past and present. The political scenario in each country is different and must be addressed properly. Marriott has followed protocol designed by the individual nation like; no smoking policy, non-fat food, low calorie diet etc.

Economic Environment

The growing economy of the Asia and other developing region is motivating Marriott International to invest more in these areas. On the other hand, the increasing price of gasoline is encouraging Marriott International to focus on clean energy and to be more environment friendly by decreasing the use of synthetic fuels, which also helps in controlling the cost of the operations

Social Environment

People today like to travel and explore new places. Marriott is extending travel network in America, Europe, Australia, Asia and Africa. Visiting friends and family abroad today is very easy due to the advancement in transportation system. Marriot International must recognize this market and develop plan to attract these markets.

Technological Environment

The world today is like global village. Technology is connecting the world and gathering the people in one place. People travel today more frequently than in the past. Reservation, payment, check in and check out can be done seamlessly. Marriott International has adopted technological innovation in faster pace than the competitors. Technological and innovation is the key priority of Marriott International.

3) FORCES OF FRAME WORK

Buyer Power

The buyer power in the Hospitality industry is moderate. As the Marriott International has strong brand recognition, it can attract new guest easily with little effort of marketing and promotions. The company can also keep its repeat business because the switching cost or risk for the guest is uncertain. Marriott International is providing quality service consistently and giving the best experience to its guest at all level.

Supplier Power

The supplier power is moderate for Marriott International as the supplier power in Hospitality Industry is fragmented. Property owners, developers, architects, real estate companies, marketing firms, law firms and information technology service and equipment suppliers are some example of supplier in the industry. Suppliers are in different shapes and sizes. Food and beverage supplier, utility supplier and labor supplier are also key player, as they are major stakeholder in minimizing operational cost of operation.

Threat of New Entrants

Threat of new Entrants for Marriot International is considerably high due to the substantial growth in hospitality industry in past few years. The unfavorable economic condition of some European countries also have lowered the value of land and real estate and it is very likely to attract new entrepreneur in the hospitality industry. The economic growth in South Asia and Asia Pacific is also maximizing the threat of new entrants.

Threat of Substitution

Threat of substitution for Marriott International is low in the developed nations and premium market place. In developing nations, the threat of substitution is high due to the innovative concepts in travel and tourism industry like; homestay campaign, camping, informal visit to friends and family. There is a threat of substitution but we cannot compare the service level provided in the informal sector with the Marriott level of service.

Degree of Rivalry

The threat of rivalry in the hospitality industry is moderate for Marriott International. In hospitality industry, key players are large branded chains. Marriott is facing strong competition from the other same sized chain brands but it is gaining its competitive advantage through the diversification of business in specialized segments. Marriott is expanded in 73 countries and has 18 brands which is the main reason that Marriott is ahead from its competitor. Beside this, Marriott’s strong brand equity, strong commitment for guest satisfaction, consistent and quality service is helping Marriott to stay ahead from its rivals.

RESOURCES AND CAPABILITIES

Marriott International has a strong presence in the hospitality market due to its efficient operation, effective marketing, specific market segmentation by diversification of revenue and economies of scale on operations. Marriott is capable of managing all of its operations on its own. Strong commitment to service and guest satisfaction is Marriott’s priority. Satisfied investor and shareholders, motivated employees in all level, strong corporate culture is driving Marriott International in the right track of its journey to more satisfied guest, motivated employees and prosperous owners and shareholders.

DECISION MAKING
CRITICAL THEMES
CONCLUSION

Kamat hotels are a new chain of luxury business hotel in India promoted by KHIL (kamat hotel India ltd). Kamat hotel began as a single landmark namely VITS Mumbai, located near Mumbai international airport, but is now recognized all over the India as the symbol of true Indian hospitality. KHIL is a pan-India network of hotels that offers business and leisure travelers a hotel designed for the modern nomad. The hotel promises a whole new experience of tranquility and total wellness proposal. Called the jiva spa, it is a unique concept, based on a mixture of heritage, wisdom and the Indian philosophy of wellness and well being. All hotels built with similar infrastructure are four star hotels which consist of 200 rooms and aims to give prospective customers, a “total experience of hospitality”. Each hotel has a six banquet halls, a conference hall and fitness clubs complete with sauna and steam bath are open in the lobby area.

KHIL is well known for being environmental friendly. It has won many awards like environmental champion, global ecotel, regional direct tourism award and pata (pacific Asia travel association awards), hotel and catering international management associations (HCIMA) best environmental policy 2000, India chapter environmental award for 2001 on the hotel excellence category. In 2009, VITS achieved excellent profitability based on the trend of rising demand for suitable accommodation in the city of Mumbai.

Based on its early success, KHIL has expanded heavily in India, opening new branches in more states like Ahmadabad, Aurangabad, Baroda, Gujarat, Hubli, Kolhapur, Nagpur, Nasik, Pune, Sholapur, Surat and it is expected to add twenty more branches in the next five years.

With the rapid expansion of Indian economy, budget and mid market hotel segments are fast expanding as more business people travel and look for short pleasant stays. The group also introduced tours and travels in 2010 and was engaged in marketing of destination and package tours. KHIL along with its flagship hotel, VITS are well positioned to meet the increase in travel activities and is set to benefit fully of this market expansion.

The restaurants, known for their top quality food, attract high number of middle class families for breakfast, lunch and dinner. However limited capacity of its butchery and bakery cause delays in periods of high customer turnout and often leads to customer complaints

KHIL group employees are gentle, skillful, and knowledgeable and are given certificates of honesty which keeps them motivated and loyal.

But Management at VITS has been very poor at embracing Technology to help them in their daily task or for the benefit of their customers. There is no Wi-Fi installed on the premises, and internet connections are slow. Management have not upgraded their software but have stuck to their “PMS” i.e. (property management system) while their competitors are already using Opera or Fidelo, softwares which are faster in performance and standards.

Using the stakeholder model, this paper will assess the strengths and weaknesses of VITS and then analyses its external environments using Porter’s 5 forces model and PESTEL. This will give us a proper indication of the hotel’s position and will conclude by coming up with workable proposals for VITS.

2.0 Analysis of the internal environment
2.1 Stakeholder model
2.1 Stakeholder

An individual, group or business with a keen interest may be positive or negative in an organization success are known as stakeholder. They are concerned with an organization to deliver an intend result and also to meet its financial objectives generally stakeholders are of two types they are internal “within the organization” and external “outside the organization”. Stakeholders are shareholders, employee, suppliers, customer, financial institution, government and society. A stakeholder is usually stands to gain or lose depending on the decision taken or policies implemented.

2.1.1 Importance of stakeholder

Stakeholders are very important persons who in fact control the organization and the success of the organization lies in their hands. The participation of stakeholders in an organization is from the beginning of the organization. Stakeholder analysis is a technique which is generally used by an organization to identify the importance of key people, groups of people or stakeholders which influence the success of an organization. It is an important process because if we find the needs and interest of stakeholder than it become easier for an organization to achieve its goals. This can be done by an individual or by a team. The analysis helps us to determine the influence and power that each stakeholder has. If we know the most powerful stakeholder than it is easy for an organization to gain support in order to gain success. We can implement stakeholder to an organization in three steps they are {1} identifying the stakeholders, {2} prioritizing the stakeholder and {3} understanding important stakeholder opinion and interest.

2.1.2 Shareholders

KHIL hotel’s formally reports to their shareholders twice a year when it releases its results. This comes amidst great media and specialized press speculation as KHIL is known to be a star performer. Shareholders have over the past 5 years, constantly been rewarded with dividends to the tune of 21% per annum after tax every single year. They generally hold meetings with their shareholders and stakeholders to keep them informed about the progress of business and future plans for the group.

2.1.3 Employees

KHIL hotel’s places great importance on communication about its business and performance to their employees. They follow a program of effective staff training to understand the purpose and goals of hotel management strategies and deliver on the organization’s sustainability objectives.

2.1.4 Suppliers

KHIL supports local suppliers and promotes responsible business practice. Given the strength of their bargaining power they can source produce at a very competitive price which helps them on profitability. Supporting local suppliers wherever they are also helps them to build good relations with the community whom they support. Suppliers are very supportive of KHIL and have been working with them ever since they started business.

KHIL welcomes feedback from their suppliers which helps them to better understand how they are performing against their peers and they get a clearer picture of risk.

2.1.5 Customers

KHIL has mastered guest relationship through constant interaction and feedback from them. They offer top quality service which is known and appreciated by customers. This is what has built the KHIL brand as they are known for the unique experience they offer customers. KHIL charges them a slightly premium price but which customers do not complain about as they feel pampered. Customer feedback lies at the center of their strategy. Customers recommend the hotel to their friends and word of mouth spreads. Feedback and adaptation to customer requirements have kept them ahead of competition and rising up to end increasing guest demands. They have mastered the art of proactively engaging with their guests to understand and anticipate their requirements.

2.1.6 Financial institution

KHIL works and is supported by the biggest and the best financial institutions like the State Bank of India, Baroda Bank, ICICI, and private investment funds. Gathering funds for expansion and development is not a problem because of the support as KHIL has always lived up to expectations of financial institutions and has never defaulted.

2.1.7 Government

KHIL relies on both central and local government provisions. Statutory and regulatory sanctions of authorities are required for approval of restaurant and bar licenses. As such it is in its best interest to stay within the legal provisions. Both central and local governments are very supportive of KHIL’s investments as it creates wealth, jobs and supports to local communities. KHIL is a major benefactor of government’s incentive schemes and low interest investment funds and this helps to expansion. KHIL does not fail on taxes, levies, duties, company or municipal taxes. KHIL has provided for Rs 1, 63,17,4381/ for the current financial year for different taxes and no dues are pending.

2.1.8 Society

KHIL, since the very beginning is a major supporter of social development. This is a reason why communities welcome its developments. The group supports sustainable livelihood as an underlying principle of their social initiatives. In order to improve the quality of life of villagers who live around the hotel KHIL helps them by providing solar lighting, health, hygiene and nutritional support for children and women, drinking water facilities and educational support. They provide hotel related artisan jobs for them like making candles, dusters, staff snacks and stationery.

3.0 Analysis of the specific external environment

I will use Porter’s five forces to analyze KHIL’s specific external environment.

3.1 Barriers of entry

Barriers of entry in the hotel industry are very high as lots of investment goes into initial infrastructure and getting initial customer support. Credit facilities to tour operators and other agents supplying customers result in cash flow issues which very often cannot be supported by new entrants as they rely heavily on loans.

3.2 Availability and substitutes

The substitutes exist when the alternative product with lower price and better performance for the same product. Likewise the Kohinoor provides the spa at the low cost compared to KHIL which reduces the potential sales volumes of KHIL. There are a lot of price variation between KHIL and the Kohinoor hotel service, which leads customers to feel that KHIL is at times over priced. The Kohinoor have various rates and tariffs, a good brand image and the hotel chain currently operating different services like spa, boatels, resorts, city center and heritage hotels.

3.3 Bargaining power of suppliers

The suppliers consist of all the sources of input that are needed to provide a goods and services. KHIL has good supplier support but is at a disadvantage against competition as it has a tendency of buying because of the long standing friendship they have with suppliers who supported them initially. Very often this plays against price and quality. Furthermore large quantity items are tendered and bought on price which often plays against quality.

3.4 Bargaining power of customers

The hotel industry is a very competitive one and having invested in its fixed assets, hotels want to recoup their investment as quickly as possible. They are ready to offer discounts the whole year to attract and keep customers therefore reducing margins. Availability of substitutes such as the Kohinoor improves the bargaining power of customers and they can put even more pressure on margins and volumes.

3.5 Competitive rivalry

KHIL has several good challengers like the Kohinoor, Continental and the Mirador who are competing in similar market with similar offerings. The Kohinoor has 200 rooms, excellent conference facilities, multi cuisine restaurants, bars, health clubs, and 24 hours coffee shop, doctor on call, is situated in the main business area of Mumbai and is close to the international airport. These facilities are similar to KHIL’s and reason why they are strong challengers. This has the overall effect of reducing both revenue and profitability.

4.0 Pestle analysis

Pestle analysis is the useful tool to understand the clear picture of the environment in which the organization lies and to find the opportunities and threats that lies in the environment they can be express as the Political, economic, socio cultural, technological, environmental, and legal factors affect an organization’s external environment which in turn affects an organization by offering it either opportunities to progress or threats to regress. it is also used as a generic orientation tool to find out about the organization or the product is in the context of what happening inside as well as outside of the organization.

4.1 Political environment

One of the political environments for the organization was the “times of India” (it is a well known newspaper) by Rachna sigh, Jaipur in a bid to attract the international tourists is gearing up with a host of new properties across the different segments.

Some of the industries like hotel and tourisms are the backbone of any competitive world. But government charges a huge tax from the hotels which are stars or are in the luxury category these organizations has an impact with the government or the political changes that occurs. If the government takes even a small steps if affect the hotel industries. It’s getting huge incentives and the state governments are supporting them in their development. But now Indian hotels are planning to expand in the economic crunch time.

The terror attack on the city (Mumbai) renowed hotels like the taj hotel and the oberios had brought into concerns and facing the hoteliers with a drop in foreign travelers to India i.e. the terror attack is one of the threat for hotel industries.

4.2 Legal factor

In recent years, government has brought significant changes to the legal framework to facilitate investment and doing business. Several incentive schemes have been introduced to increase investments. Laws that directly impact on the hotel industry are the Hotel development incentive bill, tax holidays of up to 2 years to new investors in the hotel sector, fairer health and safety laws and less stringent employment laws that were acting as limitations to investment. This has led to a lot of development as investors have easy access to funds and are supported by incentives. These new business friendly frameworks have largely helped groups like KHIL to invest further and adopt expansion strategies.

4.3 Economical environment

The India economy hardly suffered from the international financial crisis. This is because the Indian system rests on a controlled and sound financial system in the country. The economic environment includes GDP, interest rates, inflation and exchange rates, economic growth, taxation amongst others and it determines disposable income. While larger number of tourists will flock to India for its beauty, history and heritage, Mumbai the financial capital will keep bringing in business people from around the world therefore offering an incessant flow of customers to hotels like the KHIL group to prosper.

4.4 Social environment

Changes in social trends also have an impact on the demand for a firm’s products and offer. Organizations have to respond by constantly adopting their products to new customer trends and demand.

This is what KHIL has constantly been doing especially with its unique feedback system. Feedback from customers has also explains why KHIL has more single room than double rooms.

4.5 Technological environment

Indian is one of the most advanced technological nations of the world and businesses are well aware of progress in the field of technology and its enduring impact on processes and the reduction of costs.

KHIL has not taken technology on board though most major customized products are valuable.

4.6 Environmental factors

The growing desire to protect the environment is having a great impact on many industries such as travel industries. Environment protection creates business opportunities and KHIL is well ahead of competitors in this field. To respect local legislation, all hotels of the group are built after an environmental impact assessment and this creates harmony with the community.

5.0 Swot analysis

Swot analysis is the most important tool for audit and analysis of the overall strategic position of business and its environment. Basically it is the foundation for evaluating the strength, weakness, probable/likely opportunity and threats from the external environment. It also views the positive as well as negative factors inside and outside of the organization which affect its success. So these are the four factors applying to the property to know about the property in details the strength, weakness, opportunities as well as the threats of the KHIL hotels.

5.1 Strengths

Strength is the qualities which helps an organization to achieve its goals. Generally strength are beneficial aspects of the organization which includes human competence, process capabilities, financial resources, product and service, customer goodwill and brand loyalty.

Strength of KHIL

Competitively priced for value they offer

Situated near the international airport and few kilometers away from the domestic airport

Is a very convenient alternative for layover guests are those whose flights have been cancelled or delayed

Has preferred partner status with airlines

Affordable luxury venue for SME’s for their Meetings, Incentives, Conventions and Exhibitions

Highly perceived as a environmental friendly hotel

Recognized name for fine cuisine and value for money accommodation

Loyal, honest and per formant employees

Appeals to local middle class families looking for a night out

5.2 Weakness

Weakness is a limitation, or the defect in an organization that will keep it away from achieving its goals. The weakness are of different kind like huge debt, high employee turnover, complex decision making process, narrow product range and large wastage of raw materials.

Weakness oh KHIL

Situated off the road it may see significant impact on FIT guests (free individual traveler)

Fails to handle larger crowds and sister hotel Orchid is no substitute

Business centre is to small and no WI-FI zone yet

Trailing on technology on its processes and still using Whitney rack system

Swimming pool located next to the restaurant plays against privacy

5.3 Opportunities

An opportunity is a kind of favorable situation in a firm environment. It is usually a trend or an overlooked need that increase demand for a product or service and allows the organization to enhance its position.

Opportunities for KHIL

Upcoming cricket world cup jointly organized in India, Bangla Desh, Sri lanka will attract guests

Event can be used to showcase of value offered to enhance reputation

Bus service or the special cabs for the fans to the stadium in and around the world cup venues

Targeting opening in new or developing business hubs like Bangalore

5.4 Threats

It is an unfavorable situation which may occur in an organization environment and which may harm the business or its strategy. They are uncontrollable when the threat comes, the stability and survival can be stake.

Threats for KHIL

Security especially in the wake of terrorist attacks

Competitor response from Kohinoor, Continental and Mirador

6.0 Conclusion

As each and every organization has strength, weakness, opportunities, and threats the kamat hotel also have these factors but they can find out by doing the swot analysis to the organization to its internal and external factor so that one can obtain it and can control the system in a practical way. It can work according to its objectives by allowing an easy way to attain its profit growth.

7.0 Proposal

The KHIL hotel’s should plan and perform their work to achieve their goals and the information and explanation that are considered are necessary to work on them that they need to improve a lot like increasing the rooms in the hotel because of its they are facing the problems when there is an event in India most of the foreigners visit to India because of lack of rooms its losing its business so if it works on it then it will achieve a great success.

These are needed to upgrade to an improved integrated management system as it would help reduce the amount of paper work. It would also reduce the work of night auditor and reception staff as they would not have to verify every bill every time guests checkout.

Interlaken – City of lakes and mountains

Hallo (Hello in German)!

Interlaken is a small Swiss city set in the middle of two beautiful lakes, Lake Brienz and Lake Thun. It lies in the centre of the glorious Jungfrau region comprising of the legendary Monch, Eiger and Jungfrau mountains. Interlaken is the perfect place to stay for anyone who is visiting Switzerland due to its proximity to most of the tourist destinations and also other famous Swiss cities. Famous cities like Bern, Lucerne and Montreux can be visited as day trips from Interlaken. Turquoise lakes, pretty waterfalls and majestic snow capped mountains combined with an opportunity for adventure sports like sky diving, paragliding, bungee jumping and river rafting is what makes Interlaken an attractive and a unique destination in Switzerland. Interlaken is the perfect example of a place where beauty meets adventure!

Best season to visit Interlaken

Interlaken and its surrounding areas have something nice to offer throughout the year. Summer, from June to August is the peak season. With pleasant temperatures, clear skies, beautiful views of snow capped mountains, lush green surroundings and opportunities for adventure sports it is also the best time to visit Interlaken. But quite obviously the prices go up and it can get crowded during these months. Autumn from September to November is also a good time to visit, especially the months of September and October. The crowds start thinning but the temperature is still pleasant and you can visit all the nice places. Winter, from December to March can be avoided by most people except for ski enthusiasts. It is the perfect time to ski in the Jungfrau region. Spring, from April-May is yet another beautiful time to visit Interlaken. Days are cool and sunny and nights cold but not chilly. Skies start clearing up, hiking trails start opening up, flowers start blooming and it is a very pretty sight.

Highlights (Things to do)

Ride the highest railway in all of Europe to reach the Jungfraujoch peak, which is probably one of the most beautiful views you will see in your life! Do not forget to sit and relax in one of the restaurants in Top of Europe enjoying the view.
Visit the Sphinx Observatory situated above Jungfraujoch, overlooking the infinite snows of Aletsch Glacier.
Ski on the famous slopes of Jungfrau located with a backdrop of Eiger, Monch and Jungfrau peaks.
Dine at Piz Gloria, a revolving restaurant situated at the summit of Schilthorn in the Bernese Alps, which was a set for one of the James Bond movies.
Cruise the beautiful Lake Brienz, nestled between the snow-capped mountains, tall cliffs and pretty waterfalls. Take a stroll in the picturesque and charming lakeside villages in the hop-on hop-off cruise.
Hop on a Lake Thun Cruise to enjoy some charming vistas around and explore the beautiful oberhofen castle situated on the banks of the lake.
Climb the Brienz-Rothorn railway and experience the vintage steam train ride that starts from Lake Brienz and reaches up to the mountains of Brienzer Rothorn, passing through a variety of landscapes including forests, meadows, pastures and finally the Bernese Alps.
Make a day trip to the charming historic old town of Bern city.
Try Sky diving in Switzerland! At Interlaken, adventure meets beauty and that’s what makes it a must try when you are in the city.
Go Paragliding to enjoy the incredible views of the Bernese Alps at a much slower pace.
Experience Night Sledding with Swiss Fondue at Interlaken during winter.
Indulge in some Lutschine River Rafting with a view of the Alps!
Participate in the world’s most popular mountain marathon, Jungfrau marathon! Interlaken being the starting point and Kleine Scheidegg the end point, the route includes all the beauties in the Bernese Oberland of Swiss Alps.
Ride the Golden Pass line from Interlaken to Lucerne which traverses through Brunig Pass.
Take a stroll or ride the horse-drawn carriages at Hoheweg Street, the heart of Interlaken.

Hotspots (Things to see)

Jungfrau

Jungfraujoch: Ride the rail from Interlaken to the peak of Jungfraujoch which is a 2 hour journey and traverses through the mountains of Eiger and Monch. If you gasp at the fantastic views the train journey offers, then hold your breath when you reach the top! You are now on the highest point of Europe. Dine in one of the restaurants in ‘Top of Europe’ overlooking the mighty Jungfrau peak with the feeling of being on Top of the World!
Sphinx Observatory: An astronomical observatory that is situated above the Jungfraujoch is a sight to see. The observatory is not open to public, but it has a viewing terrace which is open to public and offers incredible views of the Aletsch Glacier.
Aletsch Glacier: The largest glacier in the whole of Alps, Aletsch Glacier is truly a nature’s jewel and a UNESCO World Heritage site. Ride the cable car to Bettmerhorn or Eggishorn and soak in the beauty of the place. There are some interesting hikes as well for adventurous people.
Ice Palace: There is a very good chance that all the viewing platforms up on Jungfraujoch are crowded. Take this time to visit the Ice Palace consisting of interesting sculptures made of ice which includes animals, birds, furniture and a bar!
Kleine Scheidegg: While going to Jungfrau, one has to cross the Kleine Scheidegg station and it is recommended that you make a stop here! Located below the mountains of Jungfrau, Monch and Eiger, it is at this place where you come face to face with the awe inspiring Eiger peak. Views are amazing and a lot of hiking trails also begin from Kleine Scheidegg.
Schynige Platte: Vintage train, open carriages, breathtaking views of the Bernese Alps throughout, beautiful alpine gardens and finally a lunch/dinner at the Mountain Hotel! This is what a train ride to the Schynige Platte has to offer.

Lake Brienz

Lake Brienz Cruise: A themed cruise on the Lake Brienz like a Swiss Dinner or a Fish & Jazz Cruise is the best way to explore the lake and its neighboring areas. Explore the tiny beautiful village of Brienz and do not forget to take home some souvenirs. You can also opt to get down at the Brienz village and take the scenic ride in Brienz Rothorn Railway.
Giessbach Falls: Ride the beautiful turquoise lake to reach the thundering Giessbach falls.

Lake Thun

Lake Thun: Take a cruise on Lake Thun and make sure you stop at Saint Beatus Caves and Oberhofen Castle.

Lauterbrunnen

Isenfluh: Isenfluh is a charming tiny mountain village away from all the major tourist places and located very near to Interlaken. Unspoilt and untouched, this beautiful Swiss village also offers enchanting views of Grindelwald and Lauterbrunnen valley and of course the world famous Bernese Alps. Take a cable car up to Sulwald to enjoy these views.
Staubbach Falls: There are 72 waterfalls in the valley of Lauterbrunnen and Staubbach falls is one of the highest and spectacular ones of those. Easily accessible, the view of the falls is nothing short of spectacular. You can also climb up to the falls and take in the beauty of Lauterbrunnen valley from the top.

Unterseen

Aare Sluice Gates: Take a stroll in one of the Aare Sluice Gate located on the borders of Interlaken and Unterseen. The blend of mountains, hills and the charming old town of Unterseen combined with the turquoise waters of the Aare offers a pleasantly beautiful atmosphere.
Unterseen Stadthausplatz: The town hall square with its modern buildings, restaurants and boutiques is a nice place to spend the evening.

Harder kulm

Harder Kulm Panorama Restaurant: Ride the funicular to the mountains high up where a pretty restaurant and charming views await you. Look and admire the elegant Eiger, Monch and Jungfrau peaks from a completely different angle while indulging in a Swiss fondue!
Two Lakes Bridge: Situated very close to the Harder Kulm Restaurant, the bridge offers remarkable views of Lake Brienz and Lake Thun along with the mountains of Eiger, Monch and Jungfrau.

Beatenberg

Niederhorn: Enjoy a beautiful ride from Interlaken to Beatenberg from where you can take the cable car to the peak of Niederhorn. If you think that the ride to the peak is very scenic, you are in for some surprise when you reach the peak. The view of Lake Thun and entire Bernese Alps is simply mind blowing! It also offers orientation hikes with 3 trails of varying levels.

Shopping in Interlaken

Head to Hoheweg Street for any kind of souvenir shopping. From the famous Swiss Cuckoo Clocks to Swiss chocolates, watches, knives, cow bells and liquor, you can find it here.
For local Swiss crafts, wooden crafts and handicrafts, head to the village of Brienz.

How to reach Interlaken

Interlaken has no airport of its own. The nearest airport is located at Bern which is 45 minutes from Interlaken. It has 2 main railway stations, Interlaken West and Interlaken East (Ost). Both of them are well connected with trains from all major cities of Switzerland. There are also trains from Paris, Frankfurt, Milan, Vienna and Salzburg to Interlaken. It is also well connected to other Swiss cities through buses. One can also drive in to Interlaken as there is a well maintained highway/autobahn that connects the city with all major Swiss and European cities.

How to get around in Interlaken

The city is so small that it can be covered on foot and is probably the best way to get around and explore.
Hiring a car from a good car rental agency will be helpful since most of the attractions are at a distance from the city.
You can also rent cycles, motorbikes or mountain bikes for an adventurous ride.
Public transport consists of local trains and buses which are well connected to places in and around the city.
Hiring a taxi is also a good option to travel around the city.
Ride in the horse-drawn carriages especially in the Hoheweg Street for a more romantic holiday!

Top areas in Interlaken

Interlaken City Centre: Heart of the city, close to all the places and stations, City Centre is a good place to stay. You can also find some nice souvenir shops nearby.
Hoheweg: Favorite hanging place for tourists and locals alike, Hoheweg Street is filled with restaurants, cafe’s, hotels, shops and boutiques.
Beatenberg: Enjoy a quiet stay at Beatenberg Village while in Interlaken and enjoy nice views of the mountains and lakes around.
Wilderswil: Another village located in the municipality of Interlaken, Wilderswill offers good stay options with nice views.
Unterseen: A very pretty village that comes with history and attractions of its own is one of the preferred places to stay for people from all over the world.
Matten: You can find hotels for cheap rates in Matten and the views can just not go wrong in any of the mountain villages neighboring Interlaken.
Lauterbrunnen Valley: Beauty of Lauterbrunnen is already well-known. A stay amidst this beautiful valley could just add more charm to your Swiss holiday.
Murren: It is a quiet, cozy, charming mountain village located at the base of Schilthorn.

Danke (Thank You in German)!

Innsbruck – Gem of Tyrol!

Hallo! (Welcome in German)

Innsbruck, the capital city of Tyrol is located in the middle of the Alps making it an awesome location for a vacation! It is most famous for its largest ski resort and has hosted the Winter Olympics twice. The name Innsbruck means ‘the bridge over the inn’. Innsbruck, which brings back pictures of snow and skiing between the Alps, is the perfect place to ski with spectacular surroundings. It is a paradise for a person who loves snow and skiing! The beautiful surroundings with snow clad mountains make it a perfect Alps getaway location.

Best Season to Visit Innsbruck

Innsbruck, being located in Central Europe enjoys a Continental climate with cold and snowy winters. The temperature during winter nights can go below -10 degree Celsius. During the fall season, hotels are cheaper, but you will miss the best part of the surroundings as they are without snow and without skiing. Spring lasts for a short time with slightly warmer days and cool nights. Summers (June to August) in Innsbruck are quite unpredictable with sunny, rainy or hot days and with a huge range of temperatures. However, the summer months are the main tourist season.

Highlights (Special things to do in Innsbruck)

Explore the beautiful 16^th century Renaissance castle Schloss Ambras that is located on a hill.
Visit the city’s famous symbol the Golden Roof (“Goldenes Dach”), which was earlier used by the emperor and his wife to watch the festivities.
Ride the cable car to the Patscherkofel mountain ski area with stunning landscapes all around.
Ski jump at the Bergisel Ski Jump. This has to be one of the top things to do in Innsbruck.
Hike along the mountain trails soaking in breathtaking views of snow clad mountains at the North Park.
Spend a leisure afternoon at the Botanical Garden where nature is at its best!
Spend an entire day at the various city museums – Alpine Club Museum, Anatomical Museum, Tyrolean Folk Art Museum and several others.
Stroll along Maria-Theresien-Strasse to best experience the city.
Watch a spectacular musical or opera performance at the state theatre Tiroler Landestheater.
Visit the Alpen zoo located by the hill with alpine animals, birds and other rare animals.

Hotspots of Innsbruck

Maria-Theresien-Strasse: This is the most famous place in the city for shopping, restaurants, cafes, pubs or just to enjoy a stroll with friends and family. Kaufhaus Tyrol , 6 floors of exquisite shopping paradise is located here. The architecture of the surrounding buildings with snow clad mountains in the background gives a different feel to the city. It is a perfect place to enjoy the beautiful surroundings at the courtyard cafes. This is not a place to be missed on your Innsbruck holiday!

Schloss Ambras: The most popular tourist attraction in Innsbruck is the Ambras castle (Schloss Ambras in German). This castle has an interesting collection from the sixteenth century that includes silk paintings, rhinoceros horn goblets, bronze works, glass porcelain and ivory figures. The gardens here are beautiful with small waterfalls and forest trails.

Bergisel Ski Jump: This is a place you cannot miss in Innsbruck. It is located on a hill and offers an unforgettable experience to ski while being surrounded by the most beautiful landscapes. If you visit at the end of January/February, you can watch the International Four Hills Tournament and other snowboarding competitions here. There is a tower restaurant and a museum here that offers great views of the beautiful snow clad mountain landscapes.

Patscherkofel: A famous Alps mountain ski area, Patscherkofel is one of the best places to ski. Few of the Olympic events in the past were held at the Patscherkofel ski area. It is an unbelievable snow clad mountain that offers a panoramic view! The cable car to reach the top offers stunning views on the way.

Shopping in Innsbruck

Kaufhaus Tyrol is the most famous shopping destination in Innsbruck with 6 floors of an international shopping experience. DEZ Einkaufszentrum is very popular with the tourists as it was the first shopping arcade in Austria with over a 100 stores and restaurants and cafes. Swarovski Kristallwelten is one that cannot be missed even if you do not want to shop. The entrance to this place is a waterfall from a giant face with crystal eyes; there is a museum and a store to buy the world famous Swarovski crystals or jewelry or articles made of crystal. You can buy souvenirs, crystals and other porcelain artistic items in the old town. The old town is the best place to in indulge in authentic and artistic local shopping. Maria-Theresien-Strasse is known for its shopping as well as restaurants and cafes.

How to reach Innsbruck

By Air – Innsbruck Kranebitten Airport is the largest airport in Tyrol and it is well connected to all major cities in Europe with regular flights. There are seasonal flights to/from UK, Hamburg, Netherlands and Berlin. Munich Airport is 2.5 hours from Innsbruck; there are buses and vans available from the airport to Innsbruck. Ensure to book a minivan in advance if you are carrying ski equipment.

By Train – Innsbruck is well connected by trains with other European cities. You can take a train from any of the nearby airports to reach Innsbruck. Most tourists travel by train from Munich, Venice, Vienna, Zurich and Graz; there are train services to/from other European cities as well. The Austrian train services Osterreichische Bundesbahnen (OEBB)operates to the suburbs and other cities in the country. The main train station is in South-Tyrolean Square in the Innsbruck City Centre. Ensure to check for available discounts – you can get 50% discount with OBB Vorteilscard, 25% discount with rail card if you travel from another country and a special discount if you are under the age of 26.

By Road – You can drive to Innsbruck via autobahn motorways A 12 or A 13. It is easy to drive to Innsbruck due to its location between the valleys. You will have to pay toll charges on both motorways; they are well maintained and make it easy to drive to Innsbruck.

How to get around in Innsbruck

The best way to explore Innsbruck is by walk or by bicycle. The city center and nearby places are within a few minutes by walk and this is the best way to enjoy the beautiful landscapes. You can drive within Innsbruck but it is difficult to find parking for long durations and hence not recommended. The public transportation in Innsbruck is efficient and connects all areas. The tickets are valid on buses, trams and trains within Innsbruck. There are 4 tram lines with 2 connecting the villages close by. Buses operate to the major tourist attraction areas and are scheduled and regular. S-bahn is the suburban train service that connects the city, towns and villages close by. Innsbruck Card promoted by Innsbruck tourism provides free entry to some of the tourist attractions including the Alpenzoo and public transportation; you can avail the card for 24, 48 or 72 hours.

Top areas in Innsbruck

Pradl – A very popular village in Innsbruck, Pradl is famous for its theatre Pradler jousting. The area is connected by tram and is easy to commute to and from the city center.

Natters – Most famous for Lake Natters, Natters is located by the mountains. It is a village with a lot of history from the sixteenth century. It is a beautiful little village that makes for a quiet vacation with beautiful landscapes.

Amras – Located on the motorway, Amras is well connected by tram and bus services. Amras is most known for its castle, gardens and parish. The village has a lot of chapels and is a perfect place for a leisure stroll with beautiful landscapes around the village. There are a lot of hotels available at reasonable prices in Amras. The famous shopping center DEZ Einkaufszentrum is located in Amras.

Natters – This is a beautiful town in the Wipptal valleys that is most famous for its ancient buildings, which take you back to the sixteenth century.

Hoetting – Hoetting is a beautiful small town in Innsbruck which is well connected by train and bus services. The town has several ancient churches that are worth visiting; the beautiful landscapes around add a scenic touch to the church buildings. The town also has Hunger castle and Hofgarten which attracts more tourists.

Hofburg – This area is known for its palace and is a prominent cultural building in the country. The palace has a lot of ancient history with a beautiful Gothic hall and courtyard. The Apline Club museum is located in the vicinity.

Lans – This area is most known for its skiing area, recreational center and Lanseree Lake. It offers the most beautiful surroundings with only about 1000 habitants. It has a lake that is preferred by tourists who want a quiet leisure vacation amidst pristine nature. You can play golf amidst the mountains and the lake. Lans is a beautiful place for a vacation either during summer by the lake or during winter by the snow clad mountains.

Danke! (Thank You in German)

Abstract

This paper will talk about innovation system in tourism development by introducing an innovation model to attract tourism to destination. The model called attractor-based innovation system that is included different parts such as attractor, scene, scene-maker, scene-taker and the arrangement between tourist and other firms. The aim of the study is to scrutinize how the innovation system in tourism can promote tourism firms and extend an attractor-based tourism innovation system in the destination. The paper will examine implementation of such an innovation system in two examples of destinations around the world. The connection between scene-maker and scene-taker will investigate to realize the creation of local networks. The tourist development could depend on the connection between tourism and attractor-based innovation system in the region.

Introduction

Tourism industry is growing faster and faster every day and innovation system plays an important role in tourism development. In this paper, I introduce a model that called attractor-based innovation system that is included different parts such as attractor, scene, scene-maker, scene-taker and the arrangement between tourist and other firms.

The innovation system focus on service products, market change, customer behavior and changing the processes, for instance replace new goods, services, organizations etc. The concept of innovation may focus on the process change although process will be connected to innovation systems.

“Innovation refers to the process of bringing any new, problem solving idea into use. Ideas for reorganizing, cutting cost, putting in new budgetary systems, improving communication or assembling products in teams are also innovations. Innovation is the generation, acceptance and implementation of new ideas, processes, products or services… Acceptance and implementation is central to this definition; it involves the capacity to change and adapt” (Hjalager cited in Kanter, cited from Hall & Williams Hall and Williams, 2008 C.M. Hall and A.M. Williams, Tourism and innovation, Routledge, London (2008). ,2008, p 5).

It has been investigated that innovation hypothesis promoted in connection with manufacturing segment can be implemented to service segment for instance tourism. Service innovations are seldom R&D (Research and Development) based, but running by applied experiences. Innovation in services is incremental which means services and processes are rarely changed. Usually, the process of innovation for service firm is lesser than manufacturing firm because of smaller standard size.

I will investigate that scene-taker as an organization and entrepreneur make an essential role in innovation systems in developing the scene. The purpose of the research is how the tourism innovation system may promote the development of tourism firms.

Literature review

It has been discussed that innovation hypothesis developed in connection with industrialized sector might be utilize in service sector for instance tourism industry (Gallouj, 2002; Vermeulen, 2002). There are some general features for service innovation in tourism, which depends on type of innovation in manufacturing sector (Boden and Miles, 2000).

Innovation in services is coming to flexible aspects of innovation rather than practical manufacturing innovation. For instance, organizational and natural innovation is focusing on social issues rather than technological innovation in industries (Tether, 2005; Gallouj, 2002).

However, innovation may depend on organizational change that related to association between complexes of firms, it also needs support from stakeholders (Sundbo et al., 2001).

However, services and manufacturing have similarities in their basic structure for innovation system, for instance, innovation in product and process are more incorporated in services and service firms are structuring the innovation activities that mean they develop research and development sector. Service innovations are more focusing on developing Information Technology (IT) for service firms (Miles, 1993).

I need to give clear definition of tourism in this part. ”Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business or other purposes.” (Mattsson, Jan , Sundbo, Jon and Fussing-Jensen, Christjan cited in WTO, 1991)

I need to clarify the meaning of tourism firms. According to Leiper (1999) ”The tourist industry consists of all those firms, organizations and facilities which are intended to serve the specific needs and wants of tourists.” Developing research for tourism innovation has been limited. Hjalager (1997, 2002) has investigated innovation development in tourism sector and he has concluded that innovation policies must focus on other sectors, which are supporting sustainability concept.

Poon (1990, 1993) has investigated diffusion of innovation in tourism sector and he examined the development of small firms in tourism. Sunbo (1998) and Jensen (2001) have studied the possibility of using network for small firms in tourism sector and they concluded that small firms in tourism part are less innovative than small firms in other sectors.

Product and process innovation related to change in the product or process chain, which represent new products to customer or new service in specific destination or enterprise. In customer purchase decision, product and process innovations might play a significant role in tourism sector (Hjalager, 2010).

Process innovations refer typically to backstage initiatives that aim at growing efficiency, production and flow. Technology investments are the anchor of typical process innovation, occasionally in mixture with reengineered layouts for manual work operations. Information and Communication Technology (ICT) has been the base of many process innovations in current decades, and it has involved a major strand of research interest with its own agendas and institutions (Buhalis & Law, 2008).

For instance, process innovation can be established permeating into visitor attractions for the targets of crowd organize. Process innovations which address energy consumption and climate impacts are on the future program for many types of tourism enterprise and not least transportation (Peeters, Gossling, & Becken, 2006).

Experts have considered science and technology as driving forces for innovation, but they recognize environmental factors such as market changes and political issues as contributors. It has concluded that market demand is a major point-de-fix in typical tourism research, and is clearly considered the single most significant driving force for innovation ([Buhalis, 2000] and [Hall and Williams, 2008]).

Process innovations occur broadly in tourism. With an example from winter sports that scrutinize how ski lift capacity is a serious factor in process efficiency and that selection of technology for that reason is critical. Airports implement a variety of technologies that guarantee the mobility of people, baggage, goods and information, in order to improve the challenges of transportation. During recent years, and for a number of purposes, new types of technology have entered airports, for instance, iris-recognition and X-raying ([Cydesdale , 2007] and [Sheller & Urry, 2006]).

According to Pine & Gilmore (1999), “Experiences are a fourth economic offering, as distinct from services as services are from goods, but one that has until now gone largely unrecognized.” “Goods are tangible products that companies standardize and then inventory and services are intangible activities performed for particular client.” (Pine & Gilmore, 1999, P: 2-9)

The concept of innovation system emphasizes the innovation and learning features of the systems. Usually, a system engaged in a type of cluster, special firms, public institutions and other actors that are participate in an interaction system (Porter, 1990; Maskell, 2001). In this system, knowledge is diffused and association recognized, in cooperation enhancing the innovation activities of the firms involved. The innovation system might be considered as a learning system ( Maskell, 2001).

The common notion of an innovation system as performed to the tourism segment suggests a system that is more insecurely coupled than in industrialized and other services (Jensen, 2001; Jensen et al., 2001; Hjalager, 2002) and might more properly be termed a network.

However, the notion of an attractor-based innovation system in tourism sector that I will recommend in this paper is different from the common innovation system approach performed to tourism. It is more precise since it identifies an obvious originator of the innovation system for instance the attractor and the scene-maker and it introduce development process in the model for instance a scene-taker taking over from the scene-maker and making local networks. Accordingly, an attractor-based tourism model is one example of the common innovation system in tourism sector.

After reviewing literature related to innovation system in tourism, the aim of the study will be to expand an innovation model in tourism that has been called attractor- based innovation system. It will continue by investigating two case studies around the world. I have chosen them since I could easily find out the attractor in the cases. I will carry on by introducing different mechanism of the model. The study will focus on investigating the operation of such an innovation model in the long term according to economic and social aspects. I propose to make a comparative analysis between the cases and investigating the operation of the model in different situation and in variety of destination.

Introducing an attractor-based innovation system model

The tourism development, which is, growth in proceeds and revenue and qualitative regeneration, needs innovations. The tourism development in a region may not exactly belong to innovation by a particular tourism firm. Somewhat, it can be dependent on other surrounding factors in the particular area. This geographical area may not, be seen absolutely as a special destination.

However, the purpose of the study has not been to investigate destination’s features, but in the tourism innovation systems such as the attractor – based innovation system must not be limited to just one destination. According to destination’s meaning, the system can be physically dispersed to comprise several destinations or only a part of a destination.

In order to investigate the model I need to focus on both innovation and entrepreneurship. The entrepreneurs develop the innovative courage and the essential structures, procure the knowledge and maybe project capital. Therefore, entrepreneurship is the main requirement for innovation. A community entrepreneur could be defining as a social leader who is constructing networks in the best way.

According to figure 1, the model of attractor-based tourism innovation system is constructed: attractor, scene, scene-maker, scene-taker and cooperative networks between the scene-taker and tourism firms. I will focus on one purpose of the model that called scene-taker, who plays an important role to maintain the system. Nevertheless, I will carry on by explaining components of the model.

The attractor is defined as an event, movement, association or the like that absorbs people to the destination. Attractors generate attention; it is not necessary for them to have special connection with tourism. For instance, the head offices of a famous business or a famous sporting event like

(Mattsson, Jan, Sundbo, Jon and Fussing-Jensen, Christjan, 2005)

The Olympic Games generate large numbers of visitations. Another example could be a music festival in special destination in limited time that we call it cultural or entertainment event.

The attractor transformation happens when it is connected to a situation, what I have called a scene. It includes giving the attractor a clear place and identity in the destination. The main framework for the whole experience of visitors may happen when the attractor is transfigured into a scene. Therefore, the scene is a symbol for the way the attractor integrated with its surrounding situation and conceptualized.

The scene-maker is the person who is creating the scene and he investigates the possibilities of applying the attractor for improved visitation. Since the scene-maker establish and conceptualizes the scene, he can be an innovator. He could be an entrepreneur, he may not maintain the scene and he may not be part of tourism section or he may not profit from the generated scene individually. The scene-maker can be an individual, or an organization, a personal firm or a community.

A scene-taker is a part of model’s function, which can be an individual, a personal firm or a community that is capable to take over and continue from that of the scene-maker. The scene-taker has entrepreneurial personality no matter even if it is a person or an organization. The scene-taker is determined and efforts to maintain the scene. The Scene-taker’s operations may make profit for personal tourism firm by becoming component of a collaborative network rising on the scene.

Propositions connected to model of attractor-based tourism innovation system listed below:

All components of the model must be present to ensure economic and social viability.
The scene-taker is the most crucial function.
A scene must have been created before the transition from the scene-maker to the scene-taker can take place.
If a scene-taker is present, tourism firms get more business if they make an active effort to utilize the scene.
Successful utilization of the attractor (positive effects economically or socially) requires innovation in the tourism firms.
Successful utilization of the attractor (positive effects economically or socially) requires a collaborative network between the tourism firms.
Conservatism of tourism firms in relating to local firms in other sectors impedes attractor utilization.” (Mattsson, Jan, Sundbo, Jon and Fussing-Jensen, Christjan, 2005)
Case studies

I have chosen two case studies which are called James bond island in Thailand and the Book town Hay-on-Wye in United Kingdom. I will explain two cases to understand function of the innovation system and relation between scene-making and scene taking parts. The main reason for case selection was the attractor entity. In the case of Hay-on-Wye, an entrepreneur develops his idea to become a traditional trader. Accidentally he became an owner of the big book collection. Therefore, he started to sell second-hand books and he made the city like book town. He became a major book trader and he promoted the proposal of book towns worldwide. In the James Bond Island case, a local tour operator got used the name of James bond as a trade name for boat trips to this island in Thailand. He used the reality that a scene in one James Bond film had produced in this island. The following data according to cases and respondents opinion has been collected.

According to table 1, we understand how the model according to proposition dealing with economic and social condition. Data collected according to interviewing respondents and they were asking to talk about specific incidents relevant to different parts of model. Respondents must have experiments about events that they were asking about that. The focus was on the connection between events, attractor and other parts of model. For instance, events on how the scene-maker produced the scene from the attractor and relevant to the events situation shifting from scene-maker to scene-taker.

Examining the prepositions

According to preposition 1, an attractor-based model has had positive result in both cases that means attractor as the main part of the model has made business improved. According to preposition 2, the model has had positive effect. The scene-taker can be an individual or organization that in both cases has been an entrepreneur. Relevant to preposition 3, which is focusing on shifting from scene creation to a scene-taker has been successful in both cases. Therefore, in James Bond Island and Hay-on-Wye a scene has been created. According to preposition 4, the positive activity of the firms has not relied. Regarding proposition 5, for the case of James Bond Island, the innovation actions of tourism firms has been positive and in the case of Hay-on-Wye there is no innovation action. About preposition 6, in both cases there is shared association between tourism firms but no connection between tourism firms and other firms. In conclusion, the preposition 7 which in conservatism within tourism firms and other parts have been positive in both cases. Therefore, the scene-taker has a significant effect in innovation system. Innovation depended on positive effect of the attractor in the model.

Conclusion
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