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This chapter is divided into eight sections. The first section is the background of research. This section is focusing on how the environment impacts influence the domestic tourist satisfaction. The issue of problem statement related to the haze and marine pollution affects domestic tourist satisfaction in Malaysia. The objectives, hypotheses and research questions are then highlighted in the section third, fourth and fifth. The sixth section explains the significance of the study and research. Subsequently, the scope and limitations of the research explain the scope for the research area and limitations of conducting the research. In addition, some definition of terms is highlighted in section seven.

Background of research

According to the United Nations World Tourism Organization (UNWTO), the tourism industry is one of the fastest growing industries in the world. Tourism industry relied highly on healthy and quality environment (Honey and Krantz, 2007). The significance of environmental factors to the health and well-being of human populations’ is increasing dramatically (Rosenstock 2003 and World Health Organization 2010b). Environmental pollution has become aproblem worldwide and has great influences to the health of human populations (Fereidoun et al, 2007; Progressive Insurance, 2005.). Pollution reaches its maximum proportions in the densely settled urban-industrial centers of the more developed countries (Kromm, 1973). Tourist satisfaction is one of the most relevant areas of research for tourism industry ( Petrick 2003; Prebensen, 2006), most satisfied tourists tend to transmit the positive experience to third persons as well as repeat patronizing to the tourism location (Hallowell 1996; Kozak&Rimmington 2000; Pizam 1994).

Statement of problem

Since, the environmental issues such as haze pollution and marine pollution influence the domestic tourist satisfaction. Therefore, marine life destruction rate are increasing and the haze pollution affect the health for the tourist. So, it can be seen the domestic tourist choose either going to travel in domestic country or not. Thus, in this research is to investigate the environmental impact affect the domestic tourist satisfaction.

Research Objectives

This research is sought to investigation of haze and marine pollution affecting domestic tourist satisfaction in Malaysia. The main objective is:

To examine environment impact towards destination Image.

To examine environment impact toward destination loyalty.

Research Question

The objectives and direction for this study, the below are the research questions:

How to examine environment impact towards destination Image?

How to examine environment impact toward destination loyalty?

Figure 1.1
Research Hypotheses

When the air pollution from haze increases, it will reduce destination image.

When the water pollution from sea increases, it will reduce destination image.

When the air pollution from haze increases, it will reduce destination loyalty.

When the water pollution from sea increases, it will reduce destination loyalty.

Significance Research

Significance for this research done is to study the haze and marine pollution affects domestic tourist satisfaction in Perak. Also, this study also intends to know tourist perception toward pollutions affect tourism in Perak.

Scope and Limitations of Research

The scope of this research is focusing the respondent in Perak area in Malaysia. The respondents who answer this survey are student, worker and so on. The limitation of this research is the limited number of sample size which is 100 people only, also respondent of this survey is limited to tourist within Perak area, to acquire a more reliable and relevant data, more respondent should be involved into this survey as well as respondent from other area such as Kuala Lumpur and Sabah, Sarawak. Other than that, the lack of previous information on relevant topic, only a small amount of data available for reference. Also, the rarity of haze event in Malaysia also affect the data collected, some tourist never experience haze problem in tourist destination before thus is not able to provide their opinion.

Operational Definition of terms

Tourist Satisfaction

Kozak and Rimmington (2000) Yoon & Uysal(2005) San Martin et al ( 2008) define that tourist satisfaction is a good pointer of purposes to revisit and recommend to others.

Image

According to Crompton (1979) image defined as ideas and impressions that a person has of a destination.

Loyalty

Oliver (1997) defines loyalty as a promise to repeat purchases of a preferred product or service every time.

Summary

In this chapter introduce the research have been done. Write out the hypothesis and the objective. In addition, statement the problem during the research.

CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction

The purpose of this report is to describe how the research is done, how to measure the steps forward, and what to compose the success. The research area is conduct the research design, population and sample. The research instrument used to collect data, such as approaches to maintain reliability and validity. Other than that, this report also explain the reason of selecting the organizations, data sources, research analysis, data collection and analysis, analysis summary of the expectation for research.

3.2 Research Design

A quantitative research is chosen. Hoepfl (1997) define quantitative research use investigational methods and test the hypothesis. Quantitative research emphasizes the measurement and analysis of causal relationships between variables (Denzin and Lincoln, 1998).

3.3 Research Subjects

The main respondents for this research are the domestic tourist in Perak. The Population is focusing in Perak. This research is using the convenient sampling. Convenient sampling are selected because convenient accessibility. The researches are taking about 100 tourists in Perak.

Table 3 Demographics Respondent of data

Choice
Frequency
Percent
Gender

Male

54

54.0

Female

46

46.0

Total

100

100.0

Age

Below 18

9

9.0

18-22

44

44.0

22-25

40

40.0

Above 25

7

7.0

Total

100

100.0

Marital Status

Single

92

92.0

Married

8

8.0

Total

100

100.0

Education Level

Certificate

9

9.0

Diploma

38

38.0

Advanced Diploma/ Degree

52

52.0

Master/PhD

1

1.0

Total

100

100.0

3.4 Instrumentation

In this research instrumentation is design the questionnaire. This questionnaire is divided into three parts. Part 1 (environmental impact) consists of section A to examinethe environmental impact affecting the tourist satisfaction. Section B to examine the marine pollution such as littering and broken bottles, discharge wastewater flow, and untreated sewage disposal pollute sea water. Part 2 (Tourist Satisfaction) consists of Section A to collect factor are the image of tourist destination such as service quality, product, price and location. Section B to collect the factor will affect the loyalty of tourist towards the tourist destination such as repeat purchase, repeat visitation and recreation service. Part 3 is to collect the demographic profile such as age, education level, marital status and gender. Part 1 and part 2 is chosen the liker scale to measure the respondents to indicate their own attitudes by checking how strongly they agree or disagree with the question. Part 3 demographic profile is to gain better understand in term of background of respondent. After design the questionnaire, questionnaire is first launch aspilot test to determine whether the questionnaire is suitable for the research and to ensure that the respondent fully understand the guideline and how to complete the questionnaire.After this give the respondent to check the question. This step is to obtain feedback from respondent and help to improve weakness in the questionnaire such as loaded question, double barreled question; typing errorand misunderstanding of question. Fixing all the error occurred and after that, upload the questionnaire using Google online survey and finally distribute the questionnaire to the respondent.

3.5 Research Procedure

This research use various way of collecting the data such as online survey, email survey and social network. The questionnaire is designed as the link to send the respondent to answer the survey. After finishing the survey, respondent will send back the result. This step need wait around three and four days to complete collect the data. When complete the data survey, the data collection and data analysis to get the result. In addition, questionnaire survey is conducted to evaluate with the hypothesis. The evaluation between the independent and dependent variable of this research is to measure the effect.

3.7 Data Collection

In this research, the questionnaire is the primary data for the researcher is using the Literature review. Literature review is collecting the Secondary data from other researcher. Data collection was done to the respondents who are the domestic tourist in Perak. 5 to 10 minutes for the respondent to fill up the questionnaire. The responses are strictly confidential and will only be used for the data collection procedure with the explaining the objective for the research. Lastly, the questionnaire will be collected and do the data analysis as well.

3.8 Data Analysis

After data was collected it was done to analyze by using the Statistical Package for Social Sciences (SPSS) software. Data was analyzed by using descriptive statistics. The hypothesis and objective are used to test in the SPSS software.

3.9 Summary

The research used the quantitative research and Google online survey to design the survey.Therefore, this research is describing the research methodology such as population, sample, data collection and data. Research subject is to focusing the main respondent for the research. Therefore, Instrumentation is tomeasure the validity and validity of the study. Research procedure is the way to collect the data and distribute the data. After that, get the result and do the data analysis to test the hypothesis and objective.

CHAPTER FOUR
RESEARCH FINDINGS
4.1 Introduction

The purpose of this research is testing the results that have found in the research questions. This research finding is to find out how the researches are reflects. It also to be known that the change from the current knowledge is carries out. The hypothesis 1, 2, 3 and 4 are test by using The Pearson r correlation coefficient. Cronbach’sAlpha is test the reliable for the question.T- Test use to test the significant difference in environment impact between genders.

4.2 Research Findings

The purpose for the study to do the test is to measure the elements of the question in Part 1 (environmental impact) consists of section A (Haze pollution) and B (Marine pollution). Part 2 (tourist Satisfaction) consists of section A (Quality) and Section B (Loyalty) which is correlated to environment impact affect the domestic tourist in Perak (Refer to table 4.1). The result show Cronbach’s Alpha is 0.913, which is acceptable from 14 items (Refer to table4. 2). This means the data collection is reliable. The mean for each items is range from 1.36-2.17 and standard deviation for each items is range from 0.692-1.107 (Refer to table 4.3). The total mean is 26.89 and standard deviation is 8.618 (Refer to table 4.4).

Table4.1
Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach’s Alpha if Item Deleted

Visibility of attraction is very low

25.53

70.456

.287

.917

Climate change

24.91

66.349

.562

.909

Haze affect the health

25.06

65.180

.613

.907

Emotional problem

24.72

63.389

.661

.905

There are littering and broken bottles. Such as tin cans

25.01

64.969

.555

.909

There are discharge wastewater flow into the sea

24.99

65.275

.556

.909

Untreated sewage disposal pollute sea water

24.87

61.666

.757

.901

Service quality

25.02

63.979

.679

.905

Product quality

25.08

65.157

.690

.905

Price

24.91

62.206

.789

.900

Location

24.76

61.594

.729

.902

Repeat purchase

25.01

66.092

.491

.912

Repeat visitation

24.93

63.760

.653

.906

Recreation service

24.77

62.405

.677

.905

Table4. 2
Reliability Statistics

Cronbach’s Alpha

N of Items

.913

14

Table4. 3
Item Statistics

Mean

Std. Deviation

N

Visibility of attraction is very low

1.36

.692

99

Climate change

1.98

.795

99

Haze affect the health

1.83

.846

99

Emotional problem

2.17

.948

99

There are littering and broken bottles. Such as tin cans

1.88

.940

99

There are discharge wastewater flow into the sea

1.90

.909

99

Untreated sewage disposal pollute sea water

2.02

.979

99

Service quality

1.87

.877

99

Product quality

1.81

.765

99

Price

1.98

.903

99

Location

2.13

1.017

99

Repeat purchase

1.88

.918

99

Repeat visitation

1.96

.925

99

Recreation service

2.12

1.013

99

Table 4.4
Scale Statistics

Mean

Variance

Std. Deviation

N of Items

26.89

74.263

8.618

14

For the independent sample T-test was test to use the independent and dependent between the genders and to find out the standard deviation and mean in table 4.5. The total number of 100 respondents answers the survey. 54 people are Male and 46 people are female.

First independent variable is Haze pollution. The result shows that the mean for male is 1.83 and female 1.84. Therefore, male has lower mean on haze pollution mean. Besides, the standard deviation for male is 0.761 and female is 0.422.

Second independent variable is marine pollution. The result shows that the mean for male is 1.88 and female 1.99. Hence, male has lower mean on marine pollution mean. In addition, the standard deviation for male is 0.93 and female is 0.734.

The Third dependent variable is image. The result shows that the mean for male is 1.921 and female are 2.0. Thus, male has lower mean on marine pollution mean. Additionally, the standard deviation for male is 0.854 and female is 0.696.

The last dependent variable is loyalty. The result shows that the mean for male is 1.957 and female are 2.021. Thus, male has lower mean on marine pollution mean. Moreover, the standard deviation for male is 0.880 and female is 0.802.

Table4.5
Group Statistics

Gender

N

Mean

Std. Deviation

Std. Error Mean

Haze Pollution

Male

54

1.8287

.76143

.10362

Female

46

1.8424

.42282

.06234

Marine Pollution

Male

54

1.8765

.93004

.12656

Female

46

1.9855

.73352

.10815

Image

Male

54

1.9213

.85344

.11614

Female

46

2.0072

.69563

.10256

Loyalty

Male

54

1.9568

.88084

.11987

Female

46

2.0217

.80247

.11832

Table4.6
Independent Samples Test

Levene’s Test for Equality of Variances

t-test for Equality of Means

F

Sig.

t

df

Sig. (2-tailed)

Mean Difference

Std. Error Difference

95% Confidence Interval of the Difference

Lower

Upper

HazePollution

Equal variances assumed

7.327

.008

-.108

98

.914

-.01369

.12620

-.26414

.23676

Equal variances not assumed

-.113

85.170

.910

-.01369

.12093

-.25411

.22674

MarinePollution

Equal variances assumed

.288

.593

-.642

98

.522

-.10896

.16964

-.44561

.22769

Equal variances not assumed

-.655

97.459

.514

-.10896

.16648

-.43936

.22143

Image

Equal variances assumed

2.520

.116

-.546

98

.586

-.08595

.15749

-.39848

.22658

Equal variances not assumed

-.555

97.826

.580

-.08595

.15494

-.39344

.22154

Loyalty

Equal variances assumed

1.081

.301

-.383

98

.703

-.06495

.16970

-.40170

.27181

Equal variances not assumed

-.386

97.538

.701

-.06495

.16843

-.39920

.26931

4.3 Hypothesis Testing

H1 When the air pollution from haze increases, it will reduce destination image.

The correlations table4.7 revealed that the correlations between haze pollution and destination image is 0.567 with a corresponding p- value of 0.000 based on 100 respondents. The p-value of 0.000 is less than 0.01, there is a significant positive relationship between haze pollution and destination image. There is a relationship between haze pollution and destination image, r (0.567) at p is less than 0.05. Hence, there is a relationship which affirms that the two variables are positively related to population. The coefficient of determination: r the correlation between haze pollutionand destination image of the respondent = 0.567 and r? = the coefficient of determination = (0.567)? = 0.3214. As a result 32.14% of the variance in haze pollution can be explained by destination image of the respondent.

Table 4.7

Correlations

Part1AMean

Part2AMean

Part1AMean

Pearson Correlation

1

.567**

Sig. (2-tailed)

.000

N

100

100

Part2AMean

Pearson Correlation

.567**

1

Sig. (2-tailed)

.000

N

100

100

**. Correlation is significant at the 0.01 level (2-tailed).

H2 When the water pollution from sea increases, it will reduce destination image

The correlations table4.7 revealed that the correlations between water pollution and destination image is 0.573 with a corresponding p- value of 0.000 based on 100 respondents. The p-value of 0.000 is less than 0.01, there is a significant positive relationship between water pollution and destination image. There is a relationship between water pollution and destination image, r (0.573) at p is less than 0.05. Hence, there is a relationship which affirms that the two variables are positively related to population. The coefficient of determination: r the correlation between water pollution and destination image of the respondent = 0.573 and r? = the coefficient of determination = (0.573)? = 0.3283. As a result 32.83% of the variance in water pollution can be explained by destination image of the respondent.

Table 4.8

Correlations

Part1BMean

Part2AMean

Part1BMean

Pearson Correlation

1

.573**

Sig. (2-tailed)

.000

N

100

100

Part2AMean

Pearson Correlation

.573**

1

Sig. (2-tailed)

.000

N

100

100

**. Correlation is significant at the 0.01 level (2-tailed).

H3 When the air pollution from haze increases, it will reduce destination loyalty.

The correlations table4.9 revealed that the correlations between air pollution and destination loyalty is 0.469 with a corresponding p- value of 0.000 based on 100 respondents. The p-value of 0.000 is less than 0.01, there is a significant positive relationship between air pollution and destination loyalty. There is a relationship between air pollution and destination loyalty, r (0.469) at p is less than 0.05. Hence, there is a relationship which affirms that the two variables are positively related to population. The coefficient of determination: r the correlation between air pollution and destination loyalty of the respondent = 0.469 and r? = the coefficient of determination = (0.469)? = 0.2199. As a result21.99% of the variance in air pollution can be explained by destination loyalty of the respondent.

Table4.9

Correlations

Part1AMean

Part2BMean

Part1AMean

Pearson Correlation

1

.469**

Sig. (2-tailed)

.000

N

100

100

Part2BMean

Pearson Correlation

.469**

1

Sig. (2-tailed)

.000

N

100

100

**. Correlation is significant at the 0.01 level (2-tailed).

H4 When the water pollution from sea increases, it will reduce destination loyalty.

The correlations table4.10 revealed that the correlations between water pollution and destination loyalty is 0.354 with a corresponding p- value of 0.000 based on 100 respondents. The p-value of 0.000 is less than 0.01, there is a significant positive relationship between water pollution and destination loyalty. There is a relationship between water pollution and destination loyalty, r (0.354) at p is less than 0.05. Hence, there is a relationship which affirms that the two variables are positively related to population. The coefficient of determination: r the correlation between waterpollution and destination loyalty of the respondent = 0.354 and r? = the coefficient of determination = (0.354)? = 0.1253. As a result 12.53% of the variance in water pollution can be explained by destination loyalty of the respondent.

Table 4.10
Correlations

Part1BMean

Part2BMean

Part1BMean

Pearson Correlation

1

.354**

Sig. (2-tailed)

.000

N

100

100

Part2BMean

Pearson Correlation

.354**

1

Sig. (2-tailed)

.000

N

100

100

**. Correlation is significant at the 0.01 level (2-tailed).

4.4 Summary

In this chapter, the research finding is to test the elements of the question. Cronbach’s Alpha is to measure the question is reliable. Besides, Pearson r correlation coefficient is test the hypothesis and also the t-test is calculated to test the independent and dependent between the genders.

CHAPTER FIVE
DISCUSSIONS, IMPLICATIONS AND SUGGESTIONS
5.1 Introduction

In this chapter is discuss a summary related the findings to the previous research, discussions, theoretical implications and practical implications. Besides that, recommend the suggestions and conclusion for the research.

5.2 Discussions

This research is to measure and test the environment impact affect the domestic tourist satisfaction. The genders will not affect the environment impact of domestic tourist satisfaction. From this research, haze pollution and marine pollution will affect the destination image and loyalty. When the air pollution from haze increase the will affect destination image decrease. Koe et al. (2001) haze pollution caused the visibility of attraction to be low, so destination image will reduce. Shima et al. (2002) stated that haze will bring the unpleasant to the healthy traveler and become a serious problem for asthma sufferers. Therefore, tourist will not be loyal anymore. In addition, when the water pollution from sea increases it will reduce destination image. (Burak et al., 2004) declared that the wastewater generated by tourism facilities also is the reason to reduce the destination image. Water pollution will hazard the health for the tourist and directly reduce the destination loyalty.

5.3 Theoretical Implications

In this research in order to help the tourism industry in Malaysia based on the theory in the previous research. Environmental impact is the serious problem happen in Malaysia. Increased sea-water, sewage waste water, air and litter pollution are the negative impacts of tourism on the environment natural and built (Altinay & Kashif, 2005). The environment impact will affect the tourist satisfaction. For example, Murray Mas (2000) study the environmental impact of tourist activities in Balears, Spain, in an attempt to construct a time sequence for local ecological footprint. In the case of Port Dickson beaches, there are eighty two wastewater pipe lines discharge wastewater including sewage from hotels and houses directly into the sea (Kadaruddin 1997). Wastewaters that are produce and dispersed to the sea by factory had been contributed to the pollution and destroy the scenic views that discourage the tourist to visit the destination again.

Koe et al. (2001) noted that reduced visibility in Malaysia during the 1997 haze episode was because of the long range transport of smoke from Sumatra. Besides decreasing visibility, other potential problems come with haze are impacts on human health (Vedal 1997). Haze will influence the human health such as asthma sufferers. As haze mild affect the health of the tourist which would lead to decrease the tourist loyalty.

5.4 Practical Implications
From the research findings, the result show that the environment impact will influence the domestic tourist satisfaction. Through the study, tourist industry, travel agent, business travel, the society of government by ministry of tourism culture and environment in Malaysia must take action to develop and decide the problem such as local government must implementation of extra public transportation and prohibit open burning an able to reduce haze pollution. In the research show that marine pollution comes from the land. So one of the way to reduce marine pollution is the hotel industry can organize a beach clean-up to reduce the amount of rubbish and the factory and the hotel beside the sea must filter the wastage before flow into the sea. This can help reduce the marine pollution. The tourist industry and travel agent organize the event about the environmental impact such as go green campaign and no plastic bag campaign. Concurrently, this research also will help the hotel industry and tourism industry to enhance the economy in Malaysia.
5.5 Suggestions

Conservation areas should crack under the jurisdiction of littering or destruction of nature. Such as fines, serious will be subject to legal sanctions. In addition, the government should not be stressed that everyone must responsibility to protecting the environment. Tourism and the hotel will also clean cooperation to protect the environment in order to help increase the tourist satisfaction. Moreover, marine and haze pollution decrease it will raise the tourist satisfaction.

5.6 Conclusion

Finally, through this research tested the haze and marine pollution will influence the domestic tourist satisfaction. Domestic tourist will choose the good environment to travel as well.

Dubai is considered one of the most important trading hubs in the Middle East region. Its rapid growth in its major infrastructure elements had attracted many multinational companies across the world to open their regional offices in the city. This had its positive effects on Dubai economical growth as it became a golden gate for regional Middle East businessmen to trade with other international companies. As a result of this, the need for a low cost airline that provides its services for business men within the region had increased. The city experience with the airline industry is not new as it is the home city of Fly Emirates, which is considered one of the best airlines in the region. This industry had its great effect on Dubai economical growth in the past 20 years and will have its strong impact in shaping the emirate future. In March 2008, the second low cost airline was lunched under the name of Flydubai and started its operations in Dubai International Airport Terminal 2 in June 2009. (For more information on Flydubai and its operations, please refer to Appendix 1).

We have defined our relevant market for Flydubai as a low cost carrier (LCC) within the product form level. Being positioned as a low cost national airline carrier, it’s facing a high competition from other national airlines which force the relevant market to be within the product form. (For more information on the relevant market please refer to appendix 2).

This paper will focus on presenting an environmental scan of the airline industry within the Middle East region during the time frame of 3 years (2009-2012). In order to do so, we will identify the significant trends and their consequent implications on Flydubai relevant market. This report will include an in depth review of the macro, micro analysis and its implications of Flydubai relevant market in the next three years.

Body:

In identifying the major key trends in the macro environment of Flydubai, we have addressed several issues that include the political, social and economical trends.

Flydubai was established by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai orders in march 2008 and started its operation in its first flight to Lebanon on June 1st 2009.Being fully owned by Dubai government and enjoy the full facilities offered in terminal 2 at Dubai International Airport, the company is having a competitive advantage compared to its rivals in the market as it enjoy the full government support and airport services. Furthermore, the current government trend in the labor force is towards emiratization and protecting labors rights. Being a part of the Fly Emirates Group, the organization will face no problem in emiratization as it will follow Fly Emirates emiratization strategy. The major challenge that Flydubai will face is being able to offer high paid jobs and reduce its operational costs as it is considered a low cost airline company.

Living in the current financial crises era, Flydubai was established in one of the most difficult time the country economy had faced in the last 25 years. “Falling oil prices, cooling real estate and construction markets, together with a slowdown in the tourism sector, especially in Dubai, means the UAE is expected to post low or possibly negative GDP growth in 2009”, according to analysts (Arabian Business, 2009). This information may be considered negative to many airline companies but it may be positive to a low cost airline like Flydubai as people are now focusing more in reducing their expenses as the incomes are reduced. This means their tendency of consumers focusing more on prices is increasing.

Furthermore, consumer behavior is changing towards low cost airlines especially in the Middle East region as consumers are persuaded by low prices and a better service offered by low cost airlines. According to a study done by Arabian Business website, it was found that 83 percent of the respondents would switch their preferred airline carrier, for a cheaper price, while 17.6 percent believed they would consider alternatives and trade off between the discount and lost air miles. It can thus be inferred that pricing plays a significant role in consumer behaviour and the decision making process especially in the current economic downturn era (Glass, 2008).

According to Dubai department of Tourism and commerce marketing “3.85 million tourists had visited the emirate in the first half of 2009, a five percent increase on the same period of 2008”. This figure strongly shows the current tourism industry market and how attractive it became even though of the current economical downturn. Other figures expect that the number of tourists will fall compared to 2008 figures but most figures have stated that there will be a positive growth in 2010. This figure shows that Flydubai will see a future growth rates in the coming 3 years as terrorism sector restore its high figures after overcoming the current downturn.

As observed by Andrew Cowen, CEO of SAMA Airlines, the market is shifting from the traditional major airlines business travel towards low cost carriers for trips within the GCC. Business travelers are changing their perception of low cost carriers, supported by the current economic downturn and the increase number of foreign businesses within GCC countries entering the UAE. This shows a trend of an increasing demand for low cost carriers in the next three years (High time for low cost carriers, 2008).

(For in depth information on the analysis of the macro environment of the airline industry please refer to Appendix 3)

In identifying the major key trends in the micro environment the following aspects that includes, Customers, Employees, media, shareholders, competitors and suppliers.

Customers who are price conscious are concerned with low cost airlines. Flydubai has focused on pricing strategy and flexibility because these two factors play a big role in determining the customer’s decision process on which airlines they choose to travel with. Moreover, the number of tourist from around the world including the region will grow more than 40% in the next 3 years in Dubai (www.realtyna.com). This shows that there will be increased number of customers who will use Flydubai airlines within the next three years due its successful use of pricing strategy and flexibility.

The Employees of Flydubai have good experiences and they were carefully selected from twelve different nationalities. According to Kenneth Gile, chief operating officer of Flydubai said: “We are extremely pleased with the talent of the pilots we have on board. On average, they each have more than 4,000 hours serving as captain in similar aircraft and a total experience of more than 8,000 flying hours – this is impressive by any standard” (Sambidge, 2009).

Flydubai is fully owned by the government of Dubai and its considered as a part of its mother company the Emirates Group.

The main strategy that Flydubai is willing to use for their marketing strategy is through word of mouth (buzz). This is because Flydubai is a low cost airline; they tend to set low budgets for their advertisements to keep their prices low.

The direct competitors of Flydubai are Air Arabia and Al Jazeerah airlines because these two airlines are also low cost airlines in the same country as Flydubai. However, the major competitor of Flydubai is Air Arabia because, first of all, they are the first to claim about low cost airlines in the Middle East region. Moreover, they hold the highest market share in the relevant market as identified before. Our market share comparing to those two carries are low because Flydubai just recently launched to the market. But, within the next three years we expect rapid growth in the market share because Dubai is a destination for tourists. The major indirect competitor is Fly Emirates which stands as the leader in airline industry in the relevant market and it will keep its performance in the next three years. The second indirect competitor is Etihad Airlines which is growing fast because of the unlimited support from Abu Dhabi government. In addition, those airline carriers make low price offers for the same destination that we have flight lines to.

The supplier of Flydubai is Boeing. Flydubai announced an order of 50 next generation 737 aircraft from Boeing. Sheikh Ahmed bin Saeed al Maktoum said: “The Boeing Next-Generation 737 is ideally suited to our mission to bring some two billion regional inhabitants affordable, efficient and flexible travel options to and from Dubai.”(For more information on the micro environment analysis, please refer to Appendix 4).

Implications:
Primary demand:

Low cost airlines are focusing on customers who are price conscious. The number of customers using the LCC airlines is increasing and it will continue growing in the next three years (www.gulf-daily-news.com). This is because, first of all, the percentage of tourists will increase by 40% within the next three years which shows that the market share of LCC will increase as well. Secondly, because of the economic condition, many people tend to save money and spend it on low cost airlines to travel more to the desired destinations. Users of Low cost airlines contain all different ages and nationalities. Moreover, cost is one of the main factors that affect customer’s ability to buy. The costs of these carriers are low and will continue to remain low in the next three years. This will increase customer’s ability and willingness to buy.

Selective demand

We can define the consumer decision making process as an extensive problem solving level, where they are introduced to a complete new brand with low brand knowledge. So, Flydubai should infusive more on their brand identity through the media and other communication types in order to enrich consumer’s knowledge. Once Flydubai had increased the level of consumer knowledge, we expect huge increase in market share in the next three years because the decision making process is going to shift from extensive problem solving to routine which is low information search about the company. Therefore, we expect major change within the next three year upon the factors we mentioned above.

Segmentation:

As for segmentation we expect to see a rise in the population of the UAE in the following 3 years. According to the electronic portal of Gulf News the population of UAE is approaching six million as of now and it is expected to escalate even further by the end of this year. An increase in construction in the coming years requires more labor to be imported from foreign countries, thus increasing the number of potential customers (low income and middle-class lifestyles) who might want to use our services. Moreover, economic boom can also be a factor for businessmen to travel to and from Dubai more frequently. In addition, the number of students travelling to the UAE for education is expected to increase in the near future; this implies that they will most probably select Flydubai as their primary mode of transport to travel to and from the UAE, since the economic condition shows very little signs of improvement in the near future.

More tourists are expected to arrive in the UAE within the near future out of which a section of them are extremely price sensitive travelers.

Another scenario would be that the current economic downturn continues to effect economies world-wide within the coming three years increasing the number of price-sensitive customers in the eight markets we operate in.

To keep up with the projected demand, Flydubai is planning to increase its fleet size from 5 (currently) to 54 aircrafts in the coming years. An increase in fleet size would allow Flydubai not only to accommodate a large number of clients but also expand its reach in terms of destinations.

Conversely, the announcement of the new GCC rail network which is the new transportation class in our relevant market is expected to have a slight negative effect on Flydubai’s operations in terms of loosing clients that fall in our target segmentation. The GCC rail network and Flydubai have one common destination which is Qatar. Once the GCC rail network begins its operations there is a high possibility of losing out on our current and potential clients. (For more information on segmentation please refer to appendix 5).

Competitor analysis

Our major competitive in our relative market is Air Arabia and then Al Jazeera Airlines. Air Arabia is holding major market share because they are the first to claim about launching first low cost airlines in Middle East region. However, Flydubai can compete with those two direct competitors when we focus on our competitive advantage which is price leadership. Also, location is another important factor due the number of travelers that are using Dubai Airport comparing to Sharjah Airport. In addition, being part of the Emirates Group will add more value to Flydubai brand equity which will make it easier to make customers shift toward our company within the next three years. (For more information on competitor analysis, please refer to Appendix 6)

Conclusion:

In conclusion after analyzing the environmental micro and macro trend for Flydubai, we observed that there are two major changes in our relevant market. First, the increase of the tourism level in Dubai as we expect the current economic downturn era to change its direction towards positive figures in the next three years. Also, the companies’ holders and businessmen attitude towards low cost airlines is changing by using it as these airlines are providing business men services aboard such a business class and wireless internet connection. The number of competitors within the low cost airline industry is going to increase in the coming years as new airlines such as Bahrain Airlines starts its operation this year. Secondly, full service airlines are expanding their market towards low cost airline by introducing low price tickets that attract price sensitive consumers. We expect that within the next ten years a new class level will enter the market in the GCC region which is trains transportation. Also, a new form level will emerge in the relevant market which is a combination between full services and low cost carriers. Finally, within the next three years we expect those changes in the relevant market to be reshaped affecting the primary and selective demand.

Bibliography

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Riaz, D, & Kapadia, S. (2007). Air Arabia, Priced so that you can fly [5-14]. (Adobe Digital Edition Version), Retrieved from http://ae.zawya.com/researchreports/efg/20070701_efg_110604.pdf

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Appendix 1
Back Ground information on Flydubai:

Flydubai is the UAE second low cost airline that was established in March ,3rd 2008 on the orders of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai. The company first flight was in June 1,2009 to Beirut in Lebanon followed by flights to Amman, Jordan, on June 2, Damascus, Syria, on June 8 and Alexandria, Egypt, on June 9, giving the new airline a total of four destinations in just nine days. (Redpath, 2009).

The company had ordered 50 Boeing 737 and is going to receive 10 airplanes each year for the next five years. (Flydubai,2009) Currently the company runs its operations in Dubai International Airport terminal 2 that was redesigned for the new airline.

Sheikh Ahmed Bin Saeed Al Maktoum, Chairman of Flydubai said: “This region is very dependent on air transport. It is a great credit to the vision and leadership of Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, that this airline has now taken off, thereby ensuring residents and visitors alike will be able to travel to more places more often.” (Redpath, 2009).

The Flydubai model is simple, with customers only paying for the services they want. The ticket price includes all taxes and one piece of hand baggage, weighing up to 10kg, per passenger. Passengers have the option to purchase checked-in baggage in advance at just 40AED for the first piece and 100AED for the second, weighing up to 32kgs, subject to availability. Checked baggage is strictly subject to availability and passengers are advised to book early to secure the space, as only pre-purchased baggage can be guaranteed. (Redpath, 2009)

“Flydubai aims to make travel a little less complex, a little less stressful and a little less expensive,” explained Flydubai CEO Ghaith Al Ghaith. “Our passengers have the option to customize their travel experience depending on what services they want and how much they want to pay. (Redpath, 2009)

“We plan to stimulate the markets in which we operate and encourage people to travel to more places more often. Flydubai aim is not to drive traffic away from the other carriers but to help grow these markets. When you consider that low cost travel in this region could be as little as 2% of all air travel, as opposed to more than 20% in Europe and America, it is clear that there is a lot of untapped potential in these markets. (Redpath, 2009)

“In addition, Flydubai will fly to airports that are currently underserved by the traditional carriers. In a region which is so dependent on air transport, we are looking forward to providing the reality of accessible, low cost, uncomplicated travel” (Redpath, 2009).

Appendix 2:
Product Market Structure:

The above market structure was used to identify Flydubai relevant market within the airline industry in the Middle East region. We started the structure with the most basic need which is the need to travel in the region. This provided us with three alternatives that include airplanes, buses and cars. The product form is divided between full service carriers and low cost carriers as they differentiate in prices and services being offered to customers. From this structure we can identify Flydubai relevant market within the product form level. This is because the degree of competition and substitutability within the brand suppliers are high, as they all offer low prices with similar routes within the region. This push the relevant market upwards towards the product form level. Furthermore, Flydubai indirect competitors include Fly Emirates, Etihad airlines and Saudi airlines. These full service airlines are competing with Flydubai indirectly by providing low prices with full services. On the other hand our direct competitors include Air Arabia and Al Jazerra airlines that are both low cost airlines that perform within the region. Further explanation on competition will be provided in the Micro analysis in the competitors section.

Appendix 3
Macro Environment:

In studying the external environment of Flydubai in the next three years we will focus on the Macro and Micro environment. This study will help us in finding out the effect of these external factors on the company in the next few years.

The Macro environment factors will include Political, economical, social and technological aspects under which Flydubai will be affected by.

1) Political Analysis:
A) Government Regulations:

Flydubai was established with orders of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai. Being owned by the Dubai government the company faces no difficulties in laws and regulations as the airline industry in the Emirates is booming through the process of liberalization the airline industry that the United Arab Emirates is adapting.

B) Political Analysis:

In studying the overall political environment of the United Arab Emirates, we find it one of the most stable countries within the region. Such political approach of peace seeking had made the country a trading hub in the region. This will certainly have its positive effect on flydubai operations as to perform in stable political environment.

C) Employment Laws:

Protecting labors rights and Emiratization is considered the main aspect that the UAE government is taking into consideration now a days. Companies are now forced to have a certain percentage that of emirates locals that will increase in the following years as there is more emphasis on employing locals in the private sector. Being a part of Emirates Airlines Group, Flydubai will certainly adapt its mother company in hiring and training locals in suitable jobs. The challenge that Flydubai will going to face is to decrease costs in one hand and provide well paid jobs in the same time .

2) Economical Analysis:
A) Inflation Rate:

“The inflation rate in the UAE is predicted to fall from last year’s 11.1 percent level to seven percent in 2010, according to a new report.” (Sambidge, 2009). This is considered a positive aspect for Flydubai as it will have its positive effects in reducing the company costs in oil and ground operations. High inflation rates reaching to 11 percent last year was a threat to low cost airlines such as Air Arabia and Al Jazerra Airlines that faced a problem of high oil prices. This good news will make Flydubai compete even stronger on prices as inflation rates goes down.

B) Economical Analysis:

“Falling oil prices, cooling real estate and construction markets, together with a slowdown in the tourism sector, especially in Dubai, means the UAE is expected to post low or possibly negative GDP growth in 2009, according to analysts. (Sambidge, 2009). Living in the current World Financial Economic Crises the UAE economy in general and Dubai in specific faced a hard time in 2009 but analysts forecast that there will be more positive figures in 2010. This information is considered a negative too many airline companies but may be positive to Flydubai as people are now more focus in reducing their expenses as the incomes are reduced. This means their tendency of consumers focusing more on prices which is a positive thing for a low cost airline. Additionally, analysts forecast that the economy will grow in 2010 again and this will certainly have its effect on the company growth.

3) Social Analysis:
A) Demographics:

More than 300,000 people will be added to the UAE population this year to record the highest growth of 6.3 per cent in five years and Dubai would likely emerge as the fastest growing emirate, official figures show. The rise rebuffs reports that the global financial turbulence has triggered a mass exodus of expatriates out of the country, mainly Dubai.

From 4.75 million in mid 2008, the UAE’s population is projected to increase to 5.066 million in mid 2009, showed the figures by the Ministry of Economy. This figure are going to increase in the next few years which will certainly have its positive effects on the airline industry in UAE considering that expatriates make an approximate percentage of 80.1 of the above figure in 2009 according to the ministry of economy.

Furthermore, the figures show that the 25-29 year age group was the largest in the UAE in mid 2008, standing at 777,186. It was followed by the 30-34 age groups, which was estimated at 754,289 and 35-39 groups of 588,505. This clearly indicates that most of the population is young and is going to shape the tourism and aviation market in the next couple of years.

B) Consumer Behavior:

According to a study done by Arabian Business website, it was found that 83 percent of the respondents would switch their preferred airline carrier, for a cheaper price, while 17.6 percent believed they would consider alternatives and trade off between the discount and lost air miles. It can thus be inferred that pricing plays a significant role in consumer behaviour and the decision making process especially in the current economic downturn era. Furthermore, customer loyalty in the low cost carriers is low as it’s directly related to price. Flydubai should consider this into account and introduce customer loyalty programs in order to maintain a higher level of customer loyalty. (Glass, 2008).

C) Leisure Interests:

” 3.85 million tourists had visited the emirate in the first half of 2009, a five percent increase on the same period of 2008? According to Dubai department of Tourism and commerce marketing . This figure strongly shows the current tourism industry market and how attractive it became even though of the current economical downturn. Other figures expect that the number of tourists will fall compared to 2008 figures but most figures have stated that there will be a positive growth in 2010.

D) Career Attitude:

Business travelers are changing their perception of low cost carriers. As observed by Andrew Cowen, CEO of Same, the market is shifting from the traditional major airlines business travel towards low cost carriers for trips within the GCC. This changing attitude, supported by the current economic downturn and the increase number of foreign businesses within GCC countries entering the UAE, shows a trend of an increasing demand for low cost carriers in the next three years. (High time for low cost carriers, 2008).

E) Technological Development Analysis:

Following its mother company Emirates Airlines, we expect that Flydubai become a market leader in providing advanced technological solutions to its passengers by using the large experience that emirates airline have. If such direction was adapted, it will certainly provide the needed strength that Flydubai need in competing with its direct and indirect competitors.

Appendix 4
Micro Environment:
Stakeholder Analysis:

This means to analyze the micro environment which includes the following factors: the customers, employees, shareholders, media, and the competitors.

A) Customers:

Customers who are price conscious are concerned with low cost airlines. Flydubai has focused on pricing strategy and flexibility because these two factors play a big role in determining the customer’s decision process on which airlines they choose to travel with. Price strategy and flexibility of Flydubai include low pricing strategy and easy booking with increased choices. As Sheikh Ahmed bin Saeed Al-Maktoum, Chairman of Flydubai said: “As a true low cost airline we are geared towards providing our passengers with the best price and increased choice. We will operate efficiently and continually evolve to deliver the best possible product to our customers”. (“Flydubai opens for,” 2009). The cost of Flydubai from Dubai airport to Doha airport would cost 200DHS, whereas other major airlines such as; Emirates or Qatar airlines would cost approximately 1000 or more for a one way ticket (“Flydubai home page,” 2009). This shows that Flydubai is much cheaper and has managed to keep prices low due to the successful use of their pricing strategy.

Moreover, the number of tourist from around the world including the region will grow more than 40% in the next 3 years in Dubai (“Number of tourists,” 2009) .This shows that there will be increased number of customers who will use Flydubai airlines within the next three years due its successful use of pricing strategy and flexibility.

B) Employees:

Flydubai airline has received more than 11,500 applications from flight and cabin crew. There are 18 first officers, 61 captains, and almost more than 8000 candidates for pilots were selected from twelve different nationalities (Sambidge, 2009). The staff has good experiences and was carefully selected. According to Kenneth Gile, chief operating officer of Flydubai said: “We are extremely pleased with the talent of the pilots we have on board. On average, they each have more than 4,000 hours serving as captain in similar aircraft and a total experience of more than 8,000 flying hours – this is impressive by any standard” (Sambidge, 2009). Furthermore, employee and staff hospitality is very important. This is because the employees and staff were selected from twelve different nationalities and they need to feel comfortable with the new culture they are facing in order to work efficiently.

D) Shareholders:

Flydubai is fully owned by the government of Dubai and its considered as a part of its mother company the Emirates Group. The company has no other shareholders currently as there its 250 million dirham’s capital is completely raised by the government.

E) The media:

Obviously, through observations, Flydubai has made many advertisements through publicity such as; Newspapers (e.g. gulf news) and internet websites. However, the main strategy they used

The Hospitality Industry is one of the most vast and fast growing Industries in the World. Its industry is known to provide services like providing food, beverages and accommodation. Some key job titles in this vast industry that help run it are namely: Accommodation manager, Catering manager, Conference centre manager, Event organizer, Fast food restaurant manager, Hotel manager, Public house manager, Restaurant chain area manager, Restaurant manager. To get a job in this field the employer may consider several facts like ones past education and personal aspects like: Personality, consistency in work, a keen attitude, a friendly nature, a willingness to work, confidence, neat appearance, cleanliness, personal hygiene, over all personality, ability to provide customer service efficiency and honesty at work.

Apart from being one of the highest rated and desired industries to start a profession in The Hospitality Industry also offers equality among all. From a survey done by The INTERNATINAOL JOURNAL OF HOSPITALITY MANAGEMENT, Volume 16,Issue 2, June 1997, pages 161-179, read an article stating – EQUAL OPPERTUNITIS FOR WOMEN EMPLOYEES IN THE HOSPITALITY INDUSTRY: A COMPARISONBETWEEN FRANCE, ITALY SPAIN AND THE UK by Jean Burrell, Simon Etta Manfred and Hilary Rollin.

The article stated how the Hospitality industry in the UK offers equal posts for women as well as men irrespective of their cast, race etc.

The industry of hospitality has been a great source all over the world in generating employment. The Hospitality industry is a large employer to many ethnic minorities all over the world. The Industry makes a major part of its earnings from several sources one of the main sources being the foreign exchange earnings. Tourism being one of the main segments of the hospitality industry it very important to know about its aspects for the growth and the scope of the hospitality industry.

Chris Cooper the author of the book Contemporary Tourism Reviews said that the, “tourism industry can be defined as a whole range of individuals, businesses, organizations and places which combine in some way to deliver a travel experience”.

The hospitality industry can be claimed to be the most elaborate working sector in the market today. It is present in practically every field and everyplace. Be it schools, colleges, hotels, prisons, airports, stations etc.

The Hospitality Industry consists of a very broad category of various fields within the industry itself also, Such as –

Restaurants & bars
Marketing & sales
Human resources
Housekeeping
Travel agencies
Tourism management
Front office
Hotels/Lodging etc

The hospitality industry has contributed in many ways to the betterment of the society. These may include an increase in disposable incomes, offering more time for leisure activities, easier and cheaper ways to travel as a result of an improved style of living.

These contributions made by the hospitality industry are significant and wide-ranging. Production and service, leisure service, large as well as small-scale employments are some factors that are contributed by the hospitality industry.

Catering and the hotel industry are known as one of the fastest growing industries in the world today. They are not only the key element of the tourism department but also a huge donor towards bringing in foreign currency.

From one of the surveys conducted by THE BRITISH HOSPITALITY ASSOCIATION, 2004 overseas visitors spent close to 12 billion pounds of a total value of 76 billion pounds which was the total amount of the tourism (2003)

Millions of people like to have a quick snack or prefer having meals near their place of work or study, this is possible through a large contribution of cafes, restaurants, public houses etc.

PRESS RELEASEUNITED KINGDOM: RESTAURANTS MARKET RESERCH REPORT

RELEASED IN MARCH 2009

MBD`s REPORT: after researching the restaurants market in the UNITED KINGDOM and also taking into account other factors the following report was made by MBD.

MARKET REVIEW 2004 – 2008

In the year 2008 the restaurants industry in the UK had faced a decline of 3% (around ?5373 million) this is due to a descending pressure on restaurant turnover caused by an increase in economic qualms. Also there was a downfall in consumer spending due to rising cost of food.

From 2004 – 2007 there was an early increase in the sales resulting to a growth in the industry every year .

MARKET FORECAST 2009 – 2013

Fats food, take away, pick and go services, in-house catering facilities are a furthermore huge contribution towards improvement In standard of living, offering discretionary income which is enjoyed by a huge majority of people which was only constrained just to the affluent in the society.

Being one of the fastest expanding sectors of the economy, the hospitality industry solely stands as a multi billion and growing industry. It offers so much accompanied with entertainment, food, accommodation etc, and unlimited opportunity.

The industry is so immense, that it offers diverse people a various number of job opportunities to chose from in their area of interest all within the same industry.

Common features involved in the hospitality management are planning, directing, organizing and controlling of material as well as human resources within the lodging, travel and tourism, restaurant, institutional management, recreational management. All of these are separate yet related segments of the same industry interdependent on each other to provide service to the guest.

There are various Sectors within the Hospitality industry it self, such as: –

Food and Beverage
Lodging
Recreation
Travel
Tourism
THE CLASSIFICATION SYSTEM

The Classification System can be based on a various number of things depending on the – Food service, size and additional facilities etc.

Mostly all major departments are also sub divided in to other sub divisions so as to cater to specific needs and also offer a large variety of options to choose from allowing one to choose exactly what is demanded and also helps to compare and contrast between several options.

FOOD AND BEVERAGE

The food and beverage industry can also be stated as the backbone of the hospitality sector. Offering food and beverage services from sectors as small as a pub at the corner to a 5 star club. From a small cafe with a preset menu to a gigantic catering company serving more than a 1000 people a day. The Food and beverage industry has undergone many changes over the past years depending on the factors of continual evolution in global market forces, changes in consumer preferences, regulation proposed by the government, which are making direct effects on the change in manufacturing strategies around the world.

Major and familiar names such as MC DONALDS, COCA COLA, STARBUCKS ETC can be found almost everywhere in the world proving the fact how the industry had expanded during the past half century. The growth in the food and beverage industry has brought an economic boom to many nations such as CHINA, INDIA, BRAZIL, and VIETNAM.

The FOOD AND BEVERAGE INDUSTRY can be further sub-classified into many smaller groups such as

BARS AND TAVERNS
CATTERING
FAST FOOD
FRANCHISES
GENRAL FOOD SERVICE AND HOSPITALITY
QUICK SERVICE
VENDING
TAKE OUT/AWAY AND DELIVERY SERVICES
FIVE STAR HOTEL

REF: http://www.google.co.uk/imgres?imgurl=http://www.upgradetravelbetter.com/wp-content/uploads/2006/11/versace-

A LODGE

REF:

http://www.google.co.uk/images?hl=en&biw=1440&bih=679&gbv=2&tbs=isch%3A1&sa=1&q=lodge&aq=f&aqig10&aql&oq

Different segments of Hospitality
Catering

There are several types of catering naming a few:

Wedding food catering
Corporate Catering
Buffet Catering
Ala carte Catering
Party Catering
Commercial Catering
Types Of Full service Hotels
Convention Hotel
Luxury Hotel
Resort Hotel
Extended-Stay Hotel
Types Of Limited service Hotels
Limited-service Hotels
Budget Hotels
Specialty Accommodations
Conference Centers
Lodges
Bed-and-Breakfast
Hostel
Campgrounds
Institutional Housing
Dormitory
Senior Housing

How oft, in spirit, have I turned to thee,

O sylvan Wye! thou wanderer thro’ the woods,

How often has my spirit turned to thee!

William Wordsworth

Introduction

Within the vacillations of the framework for environmental adventure education, it is of extreme importance that the instructor/evaluator be able to integrate the predetermination of participants into their scheme or objectives. In this way, the student guides the instructor into lines of necessity as well as the instructor laying ground rules for the future participation in outings or events. Additionally, the achievement protocol must become based entirely on the mental success of students as well as the substantiation of their prideful focus on these activities. The only growth potential for a student participating in adventure activities comes from the assimilation of new techniques and the mitigation of challenging evidence to the contrary of their own prideful and successful belief structure.

Environment

Prior to the approach of adventure travelers into this unique world of kayaking, it was important to access the environmental affecters which might change or determine the course of participation. Particular evaluations made prior to the event inception include the legislative comprehension, evaluation of the weather and potential natural events, and the ability to access the area of travel.

Legislation: Obviously, it is of significant import to determine if the government regulates any particulars of a given activity. In this situation, it was determined through research of the location, contact with the governing authority, as well as research via the internet, that there was no mitigating legislation which might inhibit our participation.

Weather: Secondly, it was of high import that on the morning of our event that I evaluate the current weather forecast in order to determine the propensity for travel during our given timeframe. Fortunately, on this day, there was only a ten percent change of rain and no other signs of negative influence on our journey. It was, however, an interesting indicator of the success for future adventure travel that the frequent variations in weather could potentially inhibit the safe travel and passage of my guests.

Accessibility: Finally, the ability to access the chosen area was necessitated by the current stratification of river bodies which occupy the housing of exclusive clubs and organizations. In this particular scenario, integration with the Wey Kayak Club offered ease of access into the determined junction and we were able to put in our kayaks without problem or negative event.

Safety

As the group set out for the kayaking expedition, it was the integral safety of this particular activity which was at the forefront of our situation. The Kayaks loaded onto our transport, my mind returned to the analysis which I had conducted prior to embarkation and the results propelled us forward. Significantly, the most important factors which would affect this expedition were the abilities of the adventurers, the quality of the equipment, and the pattern of the river.

The Adventurers: In this particular exercise, due to the beginner requirements of the River Wye, there is minimal training which must occur prior to integration into the waters. However, several basic skills must be mastered for the particular possibility of catastrophic events. These include the ability to rollover one’s Kayak in still water and the ability to paddle, determined by the comfort level of the user to rotate from control to free hand and integrate this motion into actual events.

Equipment: Obviously, the choice of equipment for beginner kayakers was essential to the experience of the adventurer as well as the integration of their skills into the required exercises. This choice was made based upon the structural stability of the craft, the ease of maneuverability, and finally, the portability based on weight. For this project, we chose the recreational kayak, as regardless of distance upon the river, the necessity of a touring, whitewater, or downriver kayak was not insinuated. It was through the simplified maneuverability and average weight of the recreational model was perfect for beginners.

River Topography: Essential to the affectation of a safe and enthralling kayaking expedition are the dynamics of the river traveled. Through careful analysis of entry and exit point, including the portability of the equipment, the expected encounter of rapids, and the re-transportation of the kayaks to the vehicles, essential standards were established for the decided location for participation. The unique makeup of the Wye river as topographically without rapid intervention, as well as the sustained current and comfortable beginner training area made for a well participated journey. Near the A3 just off of the Riverside Guildford offered a unique put in area, and nearly five miles downriver, there sat our retrieval vehicle for our expedient return.

Participants

Obviously, the essential integration of diverse participants into the leisure industry is entirely reliant on the ability to create and perpetuate the inclusion of exciting and varied events. Additionally, it is through the one on one coaching that the student may become inspired to the revision of pre-determined tactics. In terms of the kayaking exercise, it was essential for me to establish my own flow and abilities prior to begin to coach the ladies with their approach. Therefore, through acceptance of their instructor’s usefulness, students will continue to find their challenges lurk in personnel as well as their susceptibility to the norm when it should be through the modification of corporate structure that corporations actively seek out success.

Skill/Behavior: This critical area of adventure evaluation determined the extreme tasks undertake by our group of participants. It was essential for our success in this event that my perception prior to water immersion was integrated with the information provided by the group. Of those participating, there were two kayakers in particular who were at a significant disadvantage to the others, having neither paddled in placid nor rapid water. It was my primary objective to identify their weaknesses and instruct their advance in the tactics for water safety and effective technique. As I, myself, was challenged by the opportunity to move from test cycle to natural environment, it would become prudent that my water skills be tested and personally approved prior to leading the expedition downstream.

My noticeable flaw was my inability to maintain a consistent paddling rhythm, resulting in a circular motion unbefitting of an instructor. Through readjustment of my grip, from tension upon the control hand and an integrated relaxed method of my free rotating hand, I was able improve greatly within the first few minutes of water immersion. Ultimately, when kayaking, your control hand must hold the shaft with the knuckles lined up with the upper edge of the blade. The opposite hand now has the ability to relax and rotate. Importantly, one hand must release slightly from the paddle during strokes or the grips will be in direct opposition to each other’s movement. As my students watched my struggle, and eventually my success, their confidence was additionally improved and paddling techniques became more fluid and effective. It was essential to the group safety that this establishment of technique be a priority, regardless of the anxiousness of the more proficient participants.

I also noticed a particular flaw in several group members as their challenge of interactivity within the integrated setting set them off on tangents which drove their progress too far downstream. This safety risk and particular avarice to my instruction demonstrated a need for adaptable discipline, and as I coached them on their group progression, I showed group reintegration and the affectation of a common goal of the waterway traverse.

Confidence Development: Of particular importance to the adventure sports leadership is the response by participants to the activities and circumstances of their journey. The unique ability to watch as my group utilized peer support in order to affect skill development, coupled with the integration of a common objective was highly inspiring. I realized that as I utilized my maneuvers to coach and develop participants, they in turn were able to break away in order to perpetuate the growth of others. It was through this interaction that the group developed significant self-confidence, as their skills and application of environmental integration offered a high standard of pride and personal affectation.

As students were able to finally overcome the challenge of task integration into a mentally perceived practice environment, their speed, dexterity, and skill all became more proficient and inspired. In fact, their skills were excitedly exploited during one course of a set of small rapids as student participated in a group attempt to enact an individual rollover at the base. The perception was that through the group collaboration, in spite of the danger or challenge, that each student would be able to descend the current, come to a halt with a ? rotation spin, and cause themselves to flip over at the base of the rapids. They would then utilize their skills and technique previously acquired to upright themselves, and if there was in fact difficulty, I sat by, ready to rescue any stranded paddler.

Finally, the exit point offered a unique affectation of success to all participants, as they landed and exited from the soft current, renewed and rejuvenated in their decisive attempt to improve their mastery of a world sport. The integration of cultural pride into their own personal appropriation of skill and success substantially imbibes their demeanor with a noticeable happiness and achievement. This ability to watch all participants exit the water with jocular praise and ebullience was not only enjoyable but invigorating for me, as I knew that my attention to safety and the detail elements of this adventure were securely rooted in my learned skills and teaching abilities.

Takeaways

The significance of the appreciated takeaways during this adventure outing will be integrated into my future teaching and leisure travel techniques. It will become essential that I remember particulars of this event in order to further my own comprehension of the inspirational power of personal achievement. Additionally, I will continue to focus on the training techniques which I utilized during this outing and will modify to affect growth in future interactions.

It is essential to the success of future endeavors that the location of integration for any type of adventure group be established, evaluated for potential challenges, and cleared by the government legislation of that particular area. Additionally, while not addressed during my study, the group appreciation for this area will be determined by their ability to interact successfully with their environment, therefore, I will consider the challenge of engagement as a personal goal in all future endeavors. The integration of participants into the particulars of the environment becomes a unique opportunity to actualize individual affectation within the activities.

Similarly, it will become a personal objective to hone the skills unique to the event or venue optioned for integration into leisure travel management. This means that regardless of the outdoor activity, my own integration into the abilities required will continue to positively affect the morale and abilities of my students. People who decide to involve themselves in group outdoor activities are most likely not experts in that particular field, and therefore, they look for support from their leader to determine the path to success.

Conclusion

The utilization of outdoor entertainment for physical and mental challenge has become a highly integral industry in the field of hospitality and leisure. It is therefore of specific import that the technician of such events be able to strategically evaluate the potential for success through the location, abilities of the participants, and the environmental affecters. It is key to the confrontation of individual challenges that the instructor find the ability to effectively communicate objectives and strategies to his participants, in addition to encouraging individual growth and participation. Only through the full integration of the mindset and acceptance of activity, will the students find their experience not only rewarding but a stepping block for future challenges. And through the dissolution of mental blocks to the challenge framework, it is possible for the instructor to inspire great internal growth and a spectacular inclusion of a set of new and varied skills and abilities.

Introduction and Background of the Study

Safety and security plays a big role in this century. Everyone is concerning about their safety and security when they are staying in the hotel during vacation. In the worldwide hotel industry, the management too concern about safety and security issues pertaining on their guests and employees.

In the hospitality industry, they are proud of themselves because they are known friendly to everyone in such way of attitude in welcoming their customers or guests. Therefore, they should practice and maintain the concept of a “home-from-home” with their “open-door” approach with comfort, convenience and privacy to their guests (Gill, Moon, Seaman & Turbin, 2002).

After the disasters such as terrorist attack at Luxor Egypt in 1992 and 1993, 852 passengers died on the shipwreck of Estonia in Baltic Sea on 28th September 1994, Iraq war terror attack of September 11, 2001 in New York, United States, the SARS epidemic in 2003, Tsunami disaster on 26th December 2004 in Thailand and Bali bombings, the need for safety and security around the world is growing and the topic of safety and security has become a popular discussion among the people in the world. Besides, most of the hotels have now implemented a safety and security plan as well as quality plan such as providing training for the employees and guest’s safety and security (Steene, 2009, Lockyer, 2007 and Helena & Natasa, 2010).

The hotel management has separated the hotel safety into two broad categories which are safety and security. The management categorized safety as in the services provided, also included the construction of the hotel interior designed whereby making sure they are safe built for the employees to work in and in-house guests. However, security in hotel related to threats that set by people than setting by the physical surroundings, which means it depends on the person who set the security danger that cannot be predict (Policy Department, 2008).

Based on Enz (2009) personal definition on safety and security, she defined safety as protecting guest’s safety, while keeping guests’ property safe will be included in the security definition. In other words, according to Enz and Masako (2002), safety involves in protecting employees and guests while in the hotel area from serious injured and death.

In terms of safety, it can be further categorized by various aspects such as fire safety and others aspects of hotel safety. As for hotel safety, it includes food safety, swimming pool safety and not forgetting the hotel’s property safety such as crime safety (Policy Department, 2008).

Problem Statements

Training safety and security measures is important to the hospitality industry whereby without the important of measures, the hospitality and tourim industry will not have boom so fast. This is because everyone take their life as precious as gold. Unfortunately nowaday, hotels only used of the tecnology safety and security system to protect their guest. They should have also used of training method and procedures to train their employees and educate guest as a precautions for accidents to happen. Morever, the hospitality should be more concern on which aspects that will have a high rate of accidents happen in the daily rountine. However, why training is crucial for the hospitality industry to look upon on? What are the ways that the hospitality industry able to use to train their employees and guests to keep safe from danger? Which aspects must they concerned on?

Research Objectives

The intention of this research is done to determine employee safety and security training and education for guests do helps to minimize the safety and security issues in the hospitality industry. This research is carried out to achieve several objectives in the following below:

To determined the importance of training safety and security.

To determined the ways that the hotels implement to train their employees and educate guests on safety and security to feel secure and comfortable while in the hotel.

To identify the factors that the hotels will look into concern and train employees and educate guest to prevent these issues to happen.

Research Questions

This study is attempted answer the research questions in the following below:

Why it is importance of training safety and security?

What are the ways that the hotel implements to train their employees and educate their guests on the safety and security?

What are the factors that the hotels will look into concern and train employees and educate guest to prevent these issues to happen?

Hypothesis Statement

The hypothesis in this research will be done based on the value of the population which the hypothesis statement will be related to the importance of training safety and security does lower the percentage of safety and security issues. In this hypothesis research, the author has used a statement which will give less bad effect on the result.

Ho = There is no significance between the importance of training safety and security will lower the percentage of safety and security and have no effect on safety and security issues.

H1 = There is a significance between the importance of training safety and security will lower the percentage of safety and security and have no effect on safety and security issues.

Theoretical and Conceptual Framework
The importance of training safety and security on employees and guests

Importance of training safety and security

Training the employees on safety and security
Ways and factors to concerned on
Fire safety
Accident and private safety
Educating guests on safety and security
Crime safety and security

Figure 1.1 A conceptual framework on the importance of training safety and security on employees and guests in the hotel industry.

Basically the above figure shows about this research will be focusing on several facts and facts such as the aspects that the hotel should be more concerned on by implementing ways to protect them. Before the author determined the aspects and ways on protecting the employees and guest’s safety, the author would like to explain on the importance of training safety and security on employees and guests and not just relying on the safety and security features such as CCTV and others more.

As for the aspects for the hotel to be concerned on will be the fire safety, accident and private safety and crime safety and security. These aspects should be concerned on because they will happen in our daily life. Fire is a phenomena aspect which we cannot predict to happen, thus it is important for the hospitality to train the employees and guests on ways to overcome it when it happens. As for accidents and private safety, if the employees and guest are teach to prevent them to happen, the rate of accidents will be lower down. For example, housekeepers should be trained in a right way to clean the room with safety measures. Crime happens almost every day in our life, thus the hotel should also take in precautions even though there are security police and officers. For example, the hotel needs to train employees on ways to not fall into the criminal traps when they suspected suspicious people wondering in the hotels.

Significance of the Study

Training employees and educate in-house guests in order to keep themselves safe and secure is a very important elements in the hospitality and tourism industry nowadays. With the training of safety and security, they will reach the employees and guest’s satisfaction where they will feel safe just like they are in their own house. In the mean time, it will also increase the attention from the outsiders and travelers if they know the hotel manage well in safety and security matters, thus this will brings benefits to the hotel when they need more manpower and increase the economy and status of the hotel.

The author had recognized the types of training methods for employees and guests to follow to overcome the negative factors which will make them feel safer while being in the hotel at anytime and anywhere. Moreover, the effects of these method used will minimize the safety and security issues. This research will help the organizations in the hospitality industry to understand the purpose of training safety and security will benefit the employees and travelers. This will also benefit the hotel as they practice and applying on the employees and guests to manage and improve the safety and security measures.

Scope and Limitation

Basically, this research is mainly focusing on the method that the hotel’s management uses to train their employees and educates their in-house guests in order to keep them safe and secure, also help to reduce negative issues that will happened in the hotel and the surrounding. Hotels keep them safe and secure in terms of avoiding injuries and death on the employees and guests when there are accidents, crime and fire.

However, there are several limitations related to this study have occurred in order to complete this research successfully. Firstly, it will be the availability to search for secondary data, the electronic sources. The author has faced some difficulties in searching additional information and electronic articles and journals from the websites that related to training safety and security for employees and educating guests when being in the hotel. Even though, the respective college university has provided several sources for the author like academic websites but there are still lack of sources for the author to collect more information because some of the journals and information need to be purchased before consume. Moreover, the author had faced some challenges because of lacking experience and knowledge in conducting a proposal. It is a great challenge when the author does not have sufficient experience and the skills to collect strong and good data for this research.

CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction

In this chapter, it will contains the finding of the authors had done research regarding on the important of training the employees and educate the guests, also several ways to train the employees and educate guests to keep safe while they are in the hotel. Besides, it will also include the factors where the hotel will be more concern on and avoid injuries happened. As for the previous researcher’s findings and theories, they will be used as supporting information also ensuring that the methods and factors will be focusing on will help in this research. Moreover, all information and data that have been gathered for this research are from various secondary data sources such as electronic articles and journals.

2.2 Importance of training for safety and security

The word “training” is means by giving a person the actual and enough information to him or her needed in order to work safely. It is not crucial that training need to have a formal class session or seminars and courses for the employees to attend.

In this generation, there are various aspects that make the hotel successful whereby these aspects are health, safety and sustainability of the attractions business (Williams 2008). According to Pitt (2007), in United Kingdom, there are about more than 30 million of working days lost in each year due to employee’s health sickness and seven million are because of employee injured in the working place. Every year, there are more than a million of employees suffering from bully while working by their own colleagues or public. Therefore, in order to reduce the number of workplace injury and others factors, training employees and guests to keep themselves safe while working and staying in the hotel are crucial.

Based on the research by Health and Safety in the Catering Industry Liaison Committee, there is a legal law to provide information and training regarding to health and safety aspects to all employees who are needed (http://www.hse.gov.uk).

2.3 Training employees

Weitze (2008) noted that if the hotel management is lacking of employees training, lack of maintaining the policies and procedures and lastly lacking of prevention, these will all lead to a safety related incident. Thus, it is important to train the employees from the hotel itself first before to educate the guests.

Moreover, the staffs of Shangri-la Hotel are the first people who will interact with the guests once they step into the hotel. It does not matter they are from which department of the hotel, as long they are Shangri-la Hotel employees such as bell boy, front desk staffs, housekeepers and more, the employees are responsible to create a culture of safety and professionalism to keep themselves safe and keeping the guest safety and security as well (Kwiecinski, 2010). Therefore, it is crucial for the management to train every employee to be able to face to face in any accidents such as fire, police and other emergency services people so that they may help out if that is a need (William, 2008). Based on a health and safety manager, Duncan Aspin, he had stated that managers need to shape up health and safety training policy for ensuring every employee have sufficient training on safety and security issues to reduce accident (Mottram, 2005).

For an example, according to Mottram (2005), providing program regarding on staff development and safety training has given a hand to North-West division of Birse Civil to achieve zero percent accident rate, which is also the top 1 company in UK as construction industry for safety. Therefore, training employees not only will help to save their lives but also help Shangri-la Hotel to rise up hotel status.

2.4 Educating guests

Besides Shangri-la Hotel train their employees to keep themselves safe and implementing safety and security features for the guest safety, it is also important for them to train their in-house guests to take care of themselves as well. In general, everyone who travels around and look for accommodations would expect they will be safe and their property will be secure leaving them in the hotel while they are out for travel. However, sometimes it is hard to predict that guest will be safe by just depending on the hotel’s safety and security features, thus the guests should also learn how to protect themselves away from crimes, accidents and fire.

According to the research by Mottram (2005), in the year of 2003, 80 people who include the guests and employees of Birse Civils have attended the safety management and courses. In result, the company has recorded as zero accidents occur within the company area.

2.5 Ways and factors that will be concerned on
2.5.1 Fire Safety

Fire accident is an accident whereby we cannot predict when to happen and when not to happen. Even if there is a fire, the guests might not know how to handle because they are not aware of it. Therefore, the hotel management should take precautions on handling the safety of their employees and guests. For example, sometimes foreign in-house guests might have slow respond to the evacuation alarms when it rings because they do not have an understanding situation in the local hotel (Roberts & Chan, 2000).

According to Helena & Natasa (2010), in order to protect guest safety, the management of the hotel needs to educate guest by providing instructions, labels and reminders which related to fire preventions. The purpose of implement this so that guests will not be panic and nervous when there is fire accident, in fact they will stay calm and know the way to leave the hotel building safely.

Throughout the research, as for the fire precautions to protect the guest and employees safety, Shareton Hotel did the best in training their employees to handle fire incident in order to save their life and the guest life too. They provide full induction and training for all hotel staffs on working safe procedures and responses which relate to fire. Besides, new personnel will be trained to use types of extinguishers and taught them ways to handle when the hotel is on fire (Roberts & Chan, 2000).

2.5.2 Accidents and Private Safety

In the Occupational Safety and Health Act (OSHA), it has stated in 1970 that each working people either man or woman in the nation need to have a safe and healthful working conditions which also means that without having any injuries during the working period (Hobson, 1996). In the hospitality industry, it is important for the hoteliers to look into this aspect because accident can happen in the hotel easily at anytime and anywhere on the employees and guests.

In the research by Mottram (2005), the company of Birse Civils does provide training to their employees which included first-aid training. This training is to ensure that their employees are qualified to the Health and Safety Regulation 1981, which need four days training at St John Ambulance premises. Thus, as for all hospitality industry, the management should provide training like this as a protection to their employees and guests safety.

In addition, in certain time, housekeeping department has a high percentage of causing accidents when the housekeepers do not handled dangerous chemicals in a proper way and practicing unhealthy poses while cleaning the rooms. Due to they are dealing with dangerous hazardous chemicals which will affect their health and life, safety and security training and orientation are important and should be practice in the housekeeping department even though the housekeepers did not handle any machinery. As an example, Wyswert hotel does provide training and information for the housekeepers on what they are supposed and not supposed to do (Kristanti & Kuhn, 2005).

However, sometimes it is a part of the employee’s jobs to protect the in-house guest’s safety. Leong (2000) has stated that the entire employees need to be trained so that they know about the security procedures to follow on which will be helpful for the guests. Thus, training employees is important especially when the front desks agent is dealing with the arrival guest’s room key. According to Kristanti & Kuhn (2005) and Woods, Ninemeier, Hayes & Austin (2007), they have mentioned that front desk agents are not allowed to give out keys, room numbers, messages and mail to anyone from the requester without the owner’s of the room real identity. Also, during the process when the front desk agent passes the room key to the guest, they should not announce the guest’s room number out in the public.

In addition, restaurant staffs also play a role in keeping the guests safety and security whereby they need to keep their customers property in secure when they are having their meals in the respective restaurant. The restaurant manager needs to train the server to be more alert on the customer belongings (Kristanti & Kuhn, 2005).

2.5.3 Crime Safety and Security

Nowadays, violent crime in the workplace has become a world issue that everyone will concern. Therefore, it is now has become a problem to the hospitality industry that they will be facing and this problem is increasing in other countries (Hobson, 1996). After the incident of a popular singer was raped with a knife pointed at her in Long Island motel, the issues of security become a serious issue to all hotels in the United States (Leong, 2000). Therefore, hotels have aware of crime issues and security system and start practicing crime management (Gill, Moon, Seaman & Turbin, 2002). Crime in the workplace has generally separated into different categories such as robbery and other commercial crimes, employer or other employee direct situations and terrorism.

In order to minimize the rate of violence crime in the hospitality industry, the management can strengthen the manager and supervisors security skills and ways to use first aids. It is important for both of them to be expert in managing these securities because they are the one will handle the problems when there is a problem. For example of a case that happened in Pasadena, Texas in 1977, the manger of the hotel did not help the victim because of lacking of security knowledge (Hobson, 1996).

Besides training the higher level of management, training the front line employees is needed too so that they will have the knowledge on handling it. The management of the hotel can give training such as “smile training” which known as “don’t look them in the eyes training” to teach the employees so that they will be more prepare and calm when there is a situation occur. A clear and understandable instruction should be given in order to avoid fighting when there is a robbery (Hobson, 1996).

Under the research that has been done by Shellum (2002), several hotels have taken action to strengthen the security issues. They have improved their security-guards training and then evaluate them by standard operating procedures so that it is constant. Research has shown that awareness is the most important tools in order to take care of safety, thus the example of the hotel has done show the right way of training the employees (Helena & Natasa, 2010). Thus, they have increased the staff-awareness by giving them more training instead of hiring security guards (http://www.hotelasiapacific.com).

CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction

In this chapter, the author will be describing about the research methodology which will be using to collect data for this research and seeing how the data will reach the research objectives. With the used of this research methodology by following the structure of guidelines, it will help the author to collect reliable and trustable results for the research. In order to test the results for this research, qualitative and quantitative methods will be used as a support with one another and the outcome of the results will be accurate in this research.

3.2 Research Design

Qualitative methods is used for this research whereby it will be rely more upon interviews sessions and some case studies research dealing with some small numbers of people. The author will collect the data and information by targeting to interview the people in Shangri-la Hotel on how they train their staffs and guests to keep themselves safe while being in the hotel. The author would plan to interview the managers based on one on one basis so that more information included own opinions and thoughts will be given by themselves. The interview questionnaire will be set and ask based on the related questions stated in Chapter 1.

The progress of doing interview session with the respondent will basically starts with creating the interview questionnaires and scripts that have related to this research. After the progress of preparing the questionnaire that will be asked to the respondent, setting and conducting a direct test steps will be taken for the interview session. After all, the last section of the process will be the author interview the respondent in one on one basis.

Quantitative method is another part of research methodology that will be used to collect information from the respondent. This research method will have less interview sessions and observation. However, it is more towards on the collections of the data and analyzes the numerical data and statistic. For this research, survey technique will be used by creating a survey questionnaire for the respondent, which is the guest in Shangri-la Hotel. This is done in order for the author to have more understanding on this research.

3.3 Data Collection

In this research, there are two types of data collected that has been used for this study which are the primary data and secondary data. The combination of these two data collection may be useful and able to show accurate results which will help the author to do for this research.

3.3.1 Primary Data

In this research, primary data is important for the researchers to collect data because the information that collected is direct from the respondent itself. Therefore, it will be much more accurate. However, this method that will be used requires more time, cost and energy to complete. Thus, the author needs to spend more effort in order to collect great information and data.

The primary data for this research will be collecting through one on one interview and questionnaire survey. Firstly, the author will be only target the manager of each department in Shangri-la Hotel to collect information and data which relate to this research. The respondent that will be interviewed will be at least at the manager level; therefore the results taken will be more useful and reliable. The interview questionnaire will be asked will more base on the ways and the factors of safety and security issues will be focusing on.

The purpose of using interview method is because data that given will be more in depth and interviewer able to ask more personal question in order to gather extra information. Also, it is possible for the interviewer to record down the conversation during interview session as references and proofs with the permission approve from the interviewees.

3.3.2 Secondary Data

Secondary data are data that have gathered and done by previous researchers and now become the needs for the current researcher. Besides, secondary data can be known as ready quick sources with strong facts and evidence. Secondary data includes books, journals, articles, news and others more.

As for this research, the secondary data will be more relying on the electronic journals and less on academic textbooks. The data collected will be used more on internet sources because it is easy to gather valuable data which have done by someone else previously. Electronic journals articles that used to find relevant articles and journals as a support for some facts in this research are from the database of EBSCOhost from KDU e-library websites, Emerald from USCI library website and Google Scholar. All information that collected from these three websites is validity, accuracy also free for bias.

In addition, the author will borrow some books for extra information which relate to the research doing from the library of KDU University College at Petaling Jaya campus.

3.4 Sampling Design
3.4.1 Sampling Technique

The author would choose non-probability sampling as a tool to choose the respondent for this research study. The author will be interviewed the managers of Shangri-la Hotel through quota sampling to get information. However, quota sampling will not be a helpful tool for the author to do this research because not everyone is selected to be interviewed, thus convenience sampling will be use in survey questionnaire. The questionnaire will be distributed to the targeted respondents who are willing to answer the questions sincerely. With the use of this method, it gives the author to have large number of full complete questionnaires fast and inexpensive which help the author to save cost.

3.4.2 Sampling Frame

In this research, the hotel that the author choose to do on research is Shangri-la Hotel, Kuala Lumpur, thus the author will only target the respondents who are the guests who stays in Shangri-la Hotel regardless of gender or races for the convenient sampling. As for the quota sampling, the author will only select people who have a high level of management to interview.

The main aim of our course work is to critically estimate or appraise Marketing Strategy of Ryan air airlines and to point out some strategic issues which practically shows the planning procedure and provide some new planning procedures which gives information build and coverage towards strategic issues. We have to discuss about the Ryan air customer service which keeps the Ryan air airlines in top position from past decade. We have to identify the Advantages and Disadvantages that are under lying with in this company and the improvements which are observed by the customers and to discuss about how far the company reaching customer satisfaction in this Competitive market.

Rayair ways is an Irish limited and it stands first among all the other air lines in Europe . This was all started in the year 1985 by rayn’s family with only 25 customers in their first route from Waterford to London Gatwick airport with 15 seats.slowly this company grew and it became the top in Europe air industrys connecting 150 destinations in more than 25 countries with cheapest air tickets .this air ways have a mojor role in the stock markets of Europe as this company is the largest tax payers. As the company grew day by day it had implemented certain policies in servies and their prices which have attracted the customers largely.this company operated with only 5000 customers in the beginning but now this industry operates well over 70 million customers as per the survey conducted in the year 2009.This is the only airlines which have deceased their cost tickets to a very less price which has created a revolution in the entire European air industries which made raynair airways to stand in no1 position along with customer satisfaction in the air lines world.

Raynair overview

The overview gives us proper description regarding the position and the details of the company as a competitor among the other industries. The cheif of the company Michael o leary was awarded the best busuiness man which brought a respectable name to the industry also in the year 1994 this company had it first boieng 737 which gradually increased to 210 boieng planes by the end of year 2009 increasing the profit to the company as well as the ceating capacity of the plains.rayn air has new routes which save d the time of the customers travelling by those routes and this also attracted the customers to a largr extent.the company also had a good customer care services as they cleared all the quires by the customers within 7 days and they don’t have any marketing agencies which benefits the company as well as the customer also and they are confirmed about the prices of thrir trips

Raynair position:

The company has occupied no 1 position in the entire Europe and 16th position among the worlds competetion. In To obtain this spot the company works very hard by implementing new ideas and making changes in this competition world . the people responsible for this is everone who aorks for the betterment of the company . this company has defeated british airways in customer service ,baggage missing and profits.

Achievements and Awards:

Rayanair’s achievements are as follows,

It took many awards from Irish government & also from the other world air line boards.

The company 2 prestigeous charity awareds for their services towards the disabled persons

It also backed the best deaf and blind friendly award in serving the deaf and blind people.

Was awarded the best advertising award for it advertisements.

The college of business and in the year 2006 has awarded Rayn air with ucc alumnus award.

Rayn air has achieved the best business and service awards from the government of Ireland.

Customer service:

Rayn air goes with the motto to provide the best service for its customers by

Online ticket booking from outside the airport.

Solving their problems ,requests and others before departures.

Takes care in baggage handling. Makes sure that no baggage is missing as it the most important from the customers aspect.

Advertising on television help the customers to know about thier flights , fairs ,and also about the destinations to which flights will travel and departure.

It has its own magazine t help the customers.

Advertises itself through british broad caste channel and also more frequently during the breaks when live sports are going on.

Raynair employees:

It has more than 7000 employees working in the company who has good communication skills and customer service skills .

The company also has a human resource development department that deals with the problems regarding the employees and to create a friendly atmosphere where in they can work more effectively.

The company takes care about the health and safety of the customers and the employees working for the company. The company also provide proper training for the employees to avoid accidents during flight and these training programmes were also approved by the Irish avation authority lead by Ireland government.

MARKETING MANAGEMENT:

Ryan air deals to increase the companies profit by making use of the resources which makes improvements in marketing techniques and management . Every such department has a manager for each who are responsible for managing things which the company implements.

MARKETING STRATEGY:

The main stratergy of Raynair is customer service oriented that influences the company increasing its profit directly along with the brand name. Raynair estimates low air fares with more passengers and charging on the baggage along with value added tax.the secret behind the success of Rayn air is the cheap availability of the air tickets in different charges for different classes and charging the baggage on both economy and business class is same.the main difference is the quality of requirements in plain’s.proper maintenance and operating model of network that communicates from different bases has been the successful stratergy . More stratergies are covered in swot analysis that have been achieved by regular changes in their policies due to market copetetion.

SWOT ANALYSIS:
STRENGTHS:

The company has a brand name as it is operating more than 2 decades.

Customer can pay directly to the company.

Increase in seats made less maintenance cost less which benefiting the company

Boeing plains are easy to operate just like the other planes to the employees.

Safety of baggage in comparision with other airlines.

Operates very good network which makes the trip fast and safe.

WEAKNESS:

Discounts are not properly provided.

Has a bad impression from print media.

Extension of business to other countries is not allowed.

Customers are charged for their baggages where as the other air lines are providing it for free or less cost comparatively.

New routes made the destinations delay and reach on wrong time by which the customers would loose their patience.

OPPURTUNITIES:

Ryan air has many destinations in Europe.

Plays a major part in stock exchange.

Rayn air won profits even at the time of recession.

Cheap flight tickets attracts more customers.

THREATS:

Rapid hike in fuel on regular bases.

Competition from other air lines.

Price motivation

Opposition from print media.

ADVANTAGES AND DISADVANTAGES:

Internet ticket booking direct from the company.

Reaching the destinations in a single flight.

Greater qualities in services.

Own airlines.

Faster service in reching the destinations.

Less ticket fair.

Offers and previllages and compliments on buying the tickets

It has no agencies

Flights have more seating capacity.

Disadvantages

Seats are not allotted properly to the customers.

Cancellation of tickets may take long time and some times customers may loose money.

Cargo services are provided for free of cost.

Opposed by the paper and print media.

Baggage is also charged in extra other then ticketing and value added tax.

Air bags and oxygen masks are provided at the customers request.

CONCLUSION:

From the above discussion we concluded that the marketing strategies of Ryan air airlines is well planned and executed and some strategic issues which are applied to the company to achieve good market in the airlines business which are done in practical manner. We concluded that the rain air airlines is number 1 in Europe continent and most respect company in the world which maintain strategies according to customer needs and maintain health and security precautions for both passengers and employees. Ryan air airlines has lot of problems that the people are not satisfied with the offers and extra charges which are held in baggage and food. Ryan air also extracts some advantages like low cost air tickets, Security, Service. Some of the problems with Ryan air airlines are cancellation of tickets will be done when conditions apply when compared to other airlines and extra charges on Luggage and more taxes and vat which altogether comes to the cost of other airlines and more passengers are un satisfied about their journey and at one time Michael says that the Ryan air airlines are charging ?1 for using toilets which brings bad impression on the airline. This company do not have any agencies and the company is directly accessed by the customers through internet which is completely secured and the passengers made payments through their pc. Finally we concluded that this Ryan Air Airlines plans to operate their network throughout the world with more flights and to spread their customer satisfaction throughout the world.

TRAVEL INDUSTRY CURRENT PRACTICES
INTRODUCTION

In this chapter I will take an overview of the travel industry in order to better understand the context about which I am writing. Consideration of the value of the business travel spend, the role of Travel Management Companies and the role of technology in its operation and future vision, are the relevant issues in this regard. An outline of the various managerial approaches used by private industry will help inform my analysis of travel management in the public sector and what lessons can be learnt.

VALUE OF BUSINESS TRAVEL

In 2013 Hermes Consultancy Management produced a white paper on ‘Corporate Travel Management in Western Europe: Opportunities and Challenges’. The research was commissioned by Amadeus (a Global Distribution Service provider) in order to better understand how organisations manage their travel activities and to identify saving opportunities for travel managers. The white paper calculated that in 2011, business travel in Western Europe amounted to almost ˆ 200 billion, concentrated in five countries: Germany, UK, France, Italy and Spain. Hermes (2013). Eleven corporations in the UK, France, Belgium, Ireland and the Netherlands took part in the research study and numerous travel mangers, executives and travellers from these companies were interviewed. The Central Statistics Office tells us that in 2011, the Irish business travel spend was ˆ548 million on 698,000 business trips (CSO 2013) of that public sector travel under the Government air travel contract was : ˆ5.9 million for 18,358 trips and in 2013 it increased to ˆ6,972, 477 for 25,902 trips. The increase in volume can be attributed to Ireland Presidency of EU during 2013.

Business travel is a substantial and growing sector with a significant travel spend. As globalisation continues apace, companies and governments will reach out to newer markets for their goods and services, at the same time as continuing to consolidate traditional markets in a challenging economic climate. Figures from the Global Business Travel Association (GBTA) indicate that spending on business travel within the UK, Germany, France, Italy and Spain is forecasted to climb by 6% next year, an increase which may be set to come about as a result of improvements to the global economy. Government travel is predicted to increase by 4.9% according to GBTA, who believe that the slightly lower percentage for government travel might be because governments have already successfully cut travel spend, while corporate business is enjoying an uptick as it starts and continues to hire new employees who travel. Government business in Europe accounts for 4.7% (ˆ940 mil) of all business travel demand compared with 5% globally. The Director of Operations with GBTA McGavock believes that, that share is expected to increase for at least the short term. “While 2012 was a difficult year, by the end of 2013 we predict an upturn, and in 2014 we believe we will see extensive growth. The next five years should see a bounce back in business travel among all of Western Europe’s major markets.” The European Commission predicts that the 27 countries it represents will emerge from recession in the fourth quarter of 2013, with its overall economy growing by 1.4% in 2014, Eurostat (2012). Accompanying this growth will be an increasing requirement for corporate travel and this expansion will require robust and innovative management in order to control costs and spend.

TRAVEL MANAGEMENT COMPANIES

Travel Management Companies are the medium through which organisations use to implement and manage their business travel requirements. They should not be confused with the work of a traditional Travel Agency which provides travel to the leisure traveller on behalf of suppliers, airline, hotel, car hire companies. Most travel agencies have a separate department that deals with business travel, and some travel agencies specialise in commercial and business travel only. This department would trade as a travel management company and implement the organisations travel policy. They procure travel on behalf of the organisation according to its policy on the class of travel permitted to fly, negotiate corporate fares/rates with airlines and hotels as well allowing the organisation use its corporate credit card to procure flights online via their online booking tool.

According to the Buying Business Travel magazine (2013) the top five (5) TMC’s operating in Europe based on their European spend are:

CarlsonWagonlit Travel (CWT), (?1,157m)
HRG Travel, (?1,000m)
American Express, (?958.1m)
Capital Travel and Events (?525m)
BCD, (?480m)
FCM Travel Solutions (?428)

All of the above have a presence in Ireland through either partner agreements or wholly owned. The current provider for the Irish Government travel contract is CarlsonWagonlit Travel. The previous government providers were; HRG (Club Travel) and FCM Solutions. Due to the size of the Government spend approximately ˆ6 to ˆ9 mil annually it is not surprising that the top TMC’s have continually competed for the business. In addition as it is a centralised contract, a large sized company would be required to deal with the volume of transactions generated by Irish Government travel. Each of these companies use a global distribution system (GDS) which provides a network whereby TMC’s can access fares from the various airline reservations systems and facilitates online transactions. This in turn provides a portal for clients of TMC’s to procure their air travel through the use of online booking tools OBT). The most popular GDS providers are, Travelport, Galileo, Sabre and Amadeus, public sector has had access to Travelport through KDS OBT licensed by CWT and Galileo OBT licensed by HRG.

ECONOMIC CLIMATE

The impact of the global economic downturn has resulted in an increased emphasis on generating savings, as companies strive to operate within an ever decreasing resource envelope. This is relevant to all organisations and Travel Management Companies in particular. Economic stringency has allowed travel managers to take a more prominent role within their companies, and has made travel management, as a profession, an important element of a company’s strategic planning. According to the Global Business Travel Association (2014), travel managers have been asked to lead company-wide efforts to reduce travel costs, track relevant savings, and report them back to senior management. The knock-on effect of this to TMC’s is increased competitiveness within the travel management sector. The natural ambition of business organisations is specifically the transformation of inputs (resources) into outputs (goods or services) (Worthington & Britton, 2006: 4). In the context of a TMC, the company employs the relevant staff to carry out specialised travel advisory duties, and provides the necessary booking systems to their staff in order to maximise their input to output ratio; in the current economic climate this is becoming more and more challenging. So the drive is on in every sector to achieve greater value for money.

TECHNOLOGY

In Chapter 2, I looked at technology in relation to the procurement of travel; here I will examine it as it impacts on the business environment, in which TMC’s operate. In terms of external environmental factors, Thomas Davenport (2013) indicated that technological change is one of the main issues currently impacting TMC’s, with the potential of completely transforming the way in which the companies operate. Davenport ( 2013) and a number of other authors including Fred Gebhard (2013), highlighted that the travel industry is at a ‘Big Data’ crossroads, and that complex, large volume and unstructured datasets are beginning to reshape and transform the industry. Additionally, Davenport suggested that big data will require the industry to address a number of challenges, in order to unlock its potential: technological complexity; data accuracy and rights of use; business and technological alignment. At the corporate buyer level gaining access to accurate travel reporting data is a major factor in the effective management of air travel and presents opportunity to identify where savings can be achieved. This is very important for both the buyer and supplier of air travel. It is interesting to note that technological developments pose both an opportunity; and a threat to TMC’s. The opportunities for the companies may involve ensuring the company is up to date with technological advancements within the industry in order to remain competitive. Conversely, if TMC’s are slow on the uptake of embracing and implementing new technology in their organisation, they may be at a disadvantage within the business travel market. Overall, the rapid advancements in technology alone present a significant challenge to the travel industry, specifically to TMC’s.

Voice BASED AND MOBILE TECHNOLOGY

A key writer on the travel industry, Scott Gillespie (2012) identified various technological changes which he emphasised are a ‘tipping point’ for the corporate travel industry. Some of those changes mentioned include the technological advancements of voice-based user interfaces from Apple, Google. Gillespie asserted that these new interfaces may be a threat to company policy compliance, due to the convenience of using such interfaces for travellers; which may in turn cause them to purchase travel outside of company policy direction. If the traveller does not book through the proper channels directed within company policy, there is no way for the TMC or corporation to track the traveller’s whereabouts or provide them with services in an emergency (West, 2013) In Chapter 2 we looked at ‘M’ technology and the growth of that market and its increasing importance in the procurement of air travel. CarlsonWagonlit Travel has invested in this area in its recent acquisition of Worldmate a leading mobile technology company. This will bear fruit in CWT’s mobile app ‘CWT TO GO’. Airlines are slowly moving towards mobile phone app technology which will replaces the requirement for printing of electronic tickets and boarding passes by using mobile phone QR code (barcode) technology to check in for flights. The ongoing evolution of technology emphasises the importance for TMC’s to keep up to date with it in the provision of procurement systems for clients which are not only economical, efficient and effective but contemporary and convenient to use.

CORPORATE SOCIAL RESPONSIBILITY (CSR)

The concept that organisations should be held accountable for the effects of their actions on people, their communities and the environment is known as CSR. There are many aspects of CSR which impact on the travel industry and consequently their end users. There are increasing concerns for rising carbon emissions; this coupled with rising costs naturally leads organisations to seek alternatives to air travel. These alternatives include video conferencing and webinars, however, it has been emphasised that face-to-face meetings still remain an important aspect of business negotiations (Forbes, 2009). This affects the competitive environment of TMC’s, since a threat of a substitute method to conduct meetings is available. Travel Management companies need to maintain their relevance in a rapidly changing business environment. And Government travel needs to be particularly vigilant as penalties are imposed on increasing carbon emissions under the Kyoto Protocol.

MODELS OF TRAVEL MANAGEMENT

It is not feasible to produce a definitive list of air travel procurement models, but in general they fall under the following categories;

INHOUSE CENTRALISED MODEL & TMC;

This model is one where all travel is procured from a centralised office within the company in association with a TMC, who provides online and offline bookings. This model allows greater control over travel policy and spends and is used by both private and public sector. Business travelers would feel this model is too restrictive and doesn’t allow flexibility but that is mute point when it comes to controlling spend.

INHOUSE DECENTRALISED MODEL & TMC

This model is one where travel can be procured by the individual employee either directly with the TMC for offline booking or online through the corporate booking tool. This model allows greater control to the individual and is favored by high-tech or internet based companies, E.G. EBay, Google, independence over their booking. This model tends to be accompanied by an incentive programme, whereby travelers can gain perks by purchasing travel within company policy and in this way costs can be controlled.

INHOUSE CENTRALISED AND DECENTRALISED & TMC

This model is a mixture of the two above and is a very inefficient model of travel procurement as it is very difficult to control travel expenditure and policy compliance. It is generally adopted by organisations where there is little senior management buy in to control the travel spend.

INHOUSE TMC IMPLANT.

This model allows a staff member of the TMC to reside within the organisation to procure all of the travel requirements of the organisation. This can be an expensive option unless travel policy is strictly enforced.

INHOUSE GDS IMPLANT( verify with Volker in Amadeus/ Microsoft )

This model allows for the provision of a staff member of the GDS provider to be embedded within the organisation to assist the procurement of all travel requirements of the organisation. This can be a very efficient option as it eliminates the ‘middle man’ charges of the TMC in the procurement of air travel as it procures direct with the GDS provider. Some organisations who favour this method also have a TMC contract for the provision of VIP or specialised travel only.

In the public sector in Ireland government travel is purchased through a centralised contract but managed and procured in many different ways by each of the Government Departments, bodies and agencies with varying usage of online and offline methods. Some use the contract to procure only air travel, others use it for air and hotel (Brussels hotels only as per the contract) and car hire. More and more private companies are using a travel expense management system (OBT) where all expenses related to travel; air, hotel, car, and subsistence/entertainment are captured on the same system, in this way making it more transparent and easier to control and analyse travel expenditure.

SUMMARY

The world of business travel is a valuable, innovative and technologically evolving industry. The opening up of new markets and the drive to expand business into new frontiers is a reality. Coupled with this is the requirement to develop new business relationships which must be nurtured though face to face meetings thus giving continued impetus to this sector. We have reviewed the role and function of TMC’s and technology in the travel industry and the future challenges they face. The various models of travel management gives us an insight into how the travel industry operates and provides a framework that can be compared against the research findings when examined in more detail and assist in establishing what can we learnt by both the private and public sector in the management of air travel

Organization defines tourists as people who “travel to and stay in places outside their usual

Environment for more than twenty-four (24) hours and not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited”.

According to international passenger survey (IPS) 2009, more than 14 million overseas visitors visited London, Over 50% of London visitors were EU nationals, dominated by arrivals from France Germany, Spain and Italy. A further 14% arrived from the rest of Europe. According IPS itself they spend around 8,315 billion pound in year 2009.As the data shows people visited London for different reason among which 50 percent visitor visited for holiday purpose , 23 percent visited for visiting friends and relatives,18 percent visited for business, 1 percent visited as a student and rest 8 percent visited for other reason.( For statistics see appendix 1)

Urban tourism:

http://www.stayfitbug.com/wp-content/uploads/2010/05/london-nightlife.jpg A night view of central London.

Urban tourism has, in one form or other, been with us since Mesopotamia and Sumeria were spawning the phenomenon of urbanization. People with the means and inclination to do so have been drawn to towns and cities just to visit and experience a multiplicity of things to see and doaˆ¦These (towns and cities) were the melting pots of national culture, art, music, literature and of course magnificent architecture and urban design. It was the concentration, variety, and quality of these activities and attributes … that created their attraction and put certain towns and cities on the tourism mapaˆ¦ (Karski 1990, p. 15).

Today tourism consumes substantial amounts of space within urban destinations: tourist-historic urban cores, special museums of many kinds, urban waterfronts, theme parks and specialized precincts all contribute to this consumption (Gospodini 2001) . Today major urban areas perform important functions ,all the modern technologies and development takes place in urban areas. They are the key gateways for both international and domestic tourists. As a whole we can say that every tourists first destination will take place in urban areas no matter which country it is in entire Globe.

Museums and tourisms in uk

As we all know that the tourism plays a vital role in UK economy as it is recognized as 5 th largest industry in the UK and UK Museums are the key players in attracting the inbound and outbound visitors . According to ” National Museum Directors conference April 2009? Museums’ success in attracting visitors: eight of the top ten UK visitor attractions in 2008 were museums and galleries and three UK Museums were in the top ten most visited International Museums in 2008.

Museums are major beneficiaries of income from visitors, who contribute directly to the tourism

economy. Studies calculate that in 2006 overseas visitors to major UK museums and galleries

spent ?350 million as a result of their visit4 and UK visitors, who spend considerably less per visit,

were estimated to have spent ?245 million in 2004.5 Visitor surveys show that the vast majority of

visitors have a positive experience in major museums.(national museum directors conference April 2009)

Contribution of museums to urban tourism

As we discuss above in museums and tourism, we are clear that museums contribute a huge chunk of benefit in tourism industry .Most of the city have museums and it plays a vital role in urban tourism. Once it (the museums) was a place that had instruction and the propagation of a particular view of the world as its underpinning. Now it (to museums) has come to be seen as an urban landmark- a replacement for the missing agora, a place devoted to spectacle (Sudjic 1993:143)

In 2008-2009 the national museums received well over 40 million visitors, this figures defines clearly that museums contribute a huge impact in tourism industry.

Ammonite

http://www.destination360.com/europe/uk/images/s/natural-history-museum.jpg

Front view of natural history museum, south Kensington, London

There are over 240 Museums in London among them; the Natural History Museum is one of the largest Museums on exhibition road, South Kensington, London ,which was created from the private collection of British physician and naturalist Sir Hans Sloane (1660-1753). The museum is an exempt charity, and a non-departmental public body sponsored by the Department for Culture, Media and Sport. It has been voted as the seven wonder of London by time out magazine. The museum is home to earth and science specimens having some 70 million items within 5 main collections:

Mineralogy

In this department they have collection of approximately one third of a million specimens and consists of four main elements: minerals, including gems, (about 180,000 specimens),rocks, including building stones and ocean bottom deposits, (about 160,000 specimens), meteorites (about 3,000 specimens) and ores (about 30,000 specimens).

Botany

In this department they have collection of an estimated 6 million specimens including seed plants, spores and pollens, lycophytes and ferns, bryophytes, algae, diatoms, lichens and slime moulds and is one of the most comprehensive collections in the world.

Zoology

In this department they have collection of some 28 million specimen’s house at south Kensington, tring and wandsworth. They include remarkable diversity of material from whales to protists, prepares at wet or dry preserved specimens, mounted on slides or frozen tissue samples.

Entomology

In this department they have the collection of estimated 28 million prepared specimens including insects and other terrestrial and fresh water arthropods including spiders, mites and myriapods.

Paleontology

In this department they have the collection of approximately 9 million specimens including microfossils, macro-invertabates, plants and vertabates.

Aim

The main purpose of this study is to evaluate the role of Natural History Museum in London tourism.

Objectives:

To describe and analyse the visitors profile at the museum, changes in the profile in recent years, how many are international tourists (a specific category of visitor, different from e.g. school groups, local people, domestic tourists).

To understand and analyse ,What do the museum visitors think about the building ,services and products of museum and the area as a London tourist attraction.

To understand the feelings of local residents about their local museum and impact of museum tourist on their daily life .

Literature review

Museums are institutions based on objects. This is what makes them different from other social and cultural institutions. As it is stated;

Museums are pump primers, their presence can be compared to the opening of a subway station, or even an airport: an investment which has the effect of raising property values. They have the ability to raise the profile of a development, bringing life into an area. (Sudjic 1993:141)

The establishment of the British museums in 1753 And the transformation of the Louvre into a museum in the beginning of the nineteenth century marked a new era in urban tourism culture development in which museums of art, archaelogy and natural science began to appear in most major cities in Europe and North America( Thomkins 1973; feldstein 1990).

This is the data drawn by the help of data provided by Natural History Museum to show the no of visitors and their type of five years from year 2004-2005 to 2008-2009.

Performance indicator 09-10 08-09 07-08 06-07 05-06

Outturn Outturn Outturn Outturn Outturn

Visitors

Number of total visitors 4,388,944 3,843,310 3,779,420 3,892,878 3,281,810

Number of child visitors 1164390 1,131,054 1,251,131 1,325,946 1,049,808

Number of over 60s visitors 307,226 269,032 249,139 290,977 223,643 Number of visitors from lower 429,569 333,832 289,978 299,622 422,482

Socio-economic groups (NS-SEC

Groups5-8) aged 16 and over

According to the annual report

Methodology:

Research is a systematic and objective process to interpret facts, increase knowledge of the subjects and draw conclusions based on those learning processes (Saunders et al. 2007). There are various approaches to conduct the research, yet, it is vital to identify appropriate epistemological and methodological bases that allow the collection of sufficient information, and ultimately to answer questions raised by the researcher (Gratton & Jones 2003).

In order to achieve the first objectives the author will use secondary data to describe and analyse the visitors profiles at the museum, in this objective he will try to find out particularly who are the visitors like, their origin, their age groups, education and relevant information.

The second objective, which is to identify what do the Natural History Museum visitors think about the building, services and products of museum and the south Kensington area as a London tourist attraction? To meet this objective the author will carry out a survey of 20 people outside the museum gate ,asking the visitors who visited the museum recently.

In order to meet third and last objective, that is; To understand the feelings of local residents about their local museum and impact of museum tourist on their daily life .Qualitative data will be pivotal, So the Author will carry out the face to face interview of around 20 local residents of South Kensington near to the Natural History Museum in order to get their opinion about the Museum.

Hence the overall aim, the role of Natural History Museum to London tourism will be achieved through the collection of both primary and secondary data using both qualitative and quantitative data research method.

Field work:

To find out the second objective, which is to identify what do the Natural History Museum visitors think about the building, services and products of museum and the south Kensington area as a London tourist attraction? The author had carried out the survey of 20 visitors at the time of field visit.(for questionnaire and data collection refer to appendix)

According to the data collection on survey out of 20 people, there were 55% male and 45% female of which 25 % were married and rest 20 % of them were single. The table also shows that the majority of the volunteer to the survey belonged to the 17- 30(50%) and 31-59(30%) age group, though there were a good representative of individuals(20%) between the age group of over 60 years old.

Majority of volunteer represent the managerial professional occupations (55%), followed by entrepreneur representing 25 %, followed by 15% belonging to skilled job holder and rest of them were in semi skilled job (5%). The table also explain that the majority of the volunteer were holding diploma or degree representing 50% in a whole, followed by master degree holder (25%) and GCSE/A level 20 %, and the rest 5 % were holding a PhD.

If we move further then the table explains that there were a huge no of inbound tourist representing 40 % of total tourist which were from different parts of united kingdom, followed by European union country representing 35 %, then after the Asian country (15%) majority form china and India as it is not shown in data, rest of them (10%) were from western country.

As a part of survey the author carried out a survey mainly asking 10 important questions , as the table or data explains that the majority of the volunteer were excited and satisfied with the services and facilities after visiting the museum and they were telling that the museum building were amazing and excellent. As the figure shows that the majorly of the people were excited with the environment of the south Kensington, as it is a part of central London and they were telling that its modern and well facilitated in terms of transportation, cleanness, different restaurants and pubs, and also another two major museum that is Victoria and Albert museum and science museum and they seem very happy with the local people and their hospitality.

As we can see that the majority of the volunteer (50%) likes the blue zone or department which has the amazing dinosaur collection, marine invertebrates etc, followed by red zone(25%) or department which has the collection of vision of earth, earth today and tomorrow, earth lab etc, and then green zone where you can see the best minerals collection, fossil marine reptiles, primates etc, and lastly orange zone where you can Explore the Wildlife Garden and see behind the scenes of the Darwin Centre.

According to data the volunteer looks very positive and satisfied about museum and the London as a great tourist destination , and the majority of them were willing to come back again as they were suggesting that the administration should work out a bit more to make it more well organised and modern.

To find out the third objective that is evaluating the opinion of local residents about their local museum (specially Natural History Museum) , the author had carried out the face to face interview of 20 people. ( for the sample questions and data please see appendix 3)

According to the data collected on 6 th of august 2010 ,there were 45 percent of male volunteering followed by 55 percent female of which 30 percent were married and rest 25 percent were unmarried belonging to different age groups ,majority of them were in between 17 to 59. There were mixture of educated people holding mixture of education qualification working in different category of jobs of which 15 % of volunteer were working as the semi skilled jobs.

Referring to the interview results, majority of volunteer were very excited and happy of the existence of their local museum ,though there were some mixed negative reaction about the museum , especially people were complaining about the overcrowding problem as I asked about the first question that was what do you think about your local Museum. As I moved to second question which was what are the benefit of your local museum in your life ,there were a mixture of positive answers ,majority of volunteer were telling me that they can see different people from different parts of the world ,they can interact with them, because of museum that particular area is very much developed and secured ,out of 20 some were shop keeper who told me that they were very much benefited form the shop because of the tourist who comes to visit the museum, some were telling me that because of museum visitor there are dozens of bars , restaurants , shops which created thousands of jobs . As I asked them third question which was what is the negative impact you local museum ? majority of volunteer were answering me that because of the museum their place is overcrowded ,polluted (sound ,air etc)and urbanised(lose their ethnicity ) .some of them were sharing me that they cannot get sit to sit on the bus neither in train because of huge no of tourist. As i moved further to fourth question which was are you happy with the tourist that come to visit your local museum and local area, there were mixed answers of which some were saying that they were very happy because they can see different people from different parts of the world, some were saying they can chat with them and know about their culture , their place it’s like sharing a culture and tradition between two different people . some of them were not happy they were sharing me that some tourist are uncivilised they spit on the bus and tube , shout on the bus and tube they said that they were mentally annoyed by the behave of the tourist.

As I asked them my last question , what is the best thing that you like about the museum that is in your area. For this question majority of the volunteer gave me positive feedback ,that the museum is attracting huge no of tourist from the inbound and out bound and it helps them in running their jobs and business ,they are very proud to be the local resident of the historic place ,they and their generation can see different collection of the museum very easily . They and their children can learn from the museum and can be the part of the great museum. As top of this some of them were suggesting that there should be done more in local area by the museum and the government in terms of transport, cleanliness’ and safety to attract more tourist.

Analysis :
Conclusion :

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Museum, media, message By Eilean Hooper-Greenhill

Gratton, C., & Jones, I., 2003. Research Methods for Sports Studies. London: Routledge

Saunders, M., Lewis, P., & Thornhill, A., 2007. Research Methods for Business Students 3rd ed. Essex: Pearson Education.

Introduction

The role of government is an important and complex aspect of tourism, involving policies and political philosophies. State intervention in the trade is a relatively recent practice for central government. State participation increased as tourism became a mass phenomenon, reaching a peak shortly after the Second World War in 1939-45. A slow withdrawal began in the boom years of the 1980s with the shift to the market-oriented economy. These trends are noted in this chapter, together with an examination of the principal aspects of state intervention:

Areas for state action.
Definitions of the role of the state.
Principal state functions.
Tasks of the destination authority.
Government tourism policies.
International intergovernmental bodies concerned.
International trade organizations with an advisory role.
International regional organizations.

The importance of many international organizations depends to some degree on the extent to which national governments have delegated their powers to intergovernmental bodies. This is the case with the European Union (EU), where many functions in taxation, regional and infrastructure development, and policy matters in transport, social and environmental regulation, are now within the competence of the administration in Brussels. For the most part, intergovernmental bodies’ activities are advisory or technical in character. There have been few intergovernmental initiatives outside the EU leading to action in the travel field, but there has been a slow movement towards liberalization of movement.

Areas of state intervention

In general the state recognizes that the duties of the public sector must cover such matters as health, safety, fair trading and consumer interests and infrastructure in transport such as roads, railways and ports. These are all matters of direct concern to the resident population. There is a mixed record in the provision of leisure facilities, environmental protection and conservation which includes responsibility for the unique cultural heritage, an important part of Europe’s visitor attractions.

Strategy

Whatever form of organization or degree of devolution in the state’s role, it is essential that the public authority, central or local government should agree an overall strategy. This should be reinforced by an outline plan or guidelines, to present a coordinated picture of the destination’s future shape as a tourism area, both at national and local level. This may apply at regional level where the regional destination is in fact an accepted tourism entity, for example the Lake District or the Norfolk Broads in England. The state tourism agency, tourist board or government department will have an important role to play in advising on the strategy, offering opportunities to consult and cooperate with a dispersed private sector, and preparing a destination marketing strategy based on an identification of the appropriate markets and their needs and wishes. This leads to a product market fit indicating products and services required to attract the preferred visitor traffic. This is a vital role. The market will determine the outcome and the marketers have the essential responsibility to ensure product development to suit the required visitor movement.

Based on periodic surveys of the government role by the WTO, the OECD and individual countries, the principal functions of a Ministry of Tourism or of agencies under government control can be summarized as:

Research, statistics and planning.
Marketing.
Development of tourism resources.
Regulation, including trade regulation.
Training and education.
Facilitation/liberalization.
Local and regional tourist organizations

At the local level the regional or local authority has a role similar to that of the central government and in many ways a more comprehensive and important one. Indeed, in the early days of mass travel stimulated by the growth of the railway network, public sector intervention in tourism was solely at the local level. There were no national tourism organizations. The growth of large resorts, pioneered in Britain at the main seaside centres, encouraged the development of local tourism administrations to carry out the responsibilities of the host destination.

International organizations

There are a number of international bodies, both government and nongovernment, with tourism interests. Government bodies reflect the national government’s interest in, and political will regarding, tourism intervention. In the industrialized countries, the tourism priority tends to be low. Because of the wide range of tourism activity the number of organizations with some concern or responsibility is great, but coordination and often ooperation as at the national level is weak. Furthermore, consultation with industry and operating sectors is often inadequate, as the sector’s voice is weak. The main sector industry bodies inevitably present the case of their own trade, sometimes as in modes of transport in a competitive situation. Thus the collective tourism approach is hard to organize and sustain, even when cooperation at the operating level is effective.

World Tourism Organization

The World Tourism Organization (WTO), an intergovernmental body recognized by the UN as an official agency with a consultative status, has taken the lead in representing its member governments’ collective view in tourism issues. Like its predecessor body, the International Union of Official Travel Organizations, it has developed useful technical programmes in statistics, research and the exchange of ideas and experience and in technical aid, particularly for poorer countries. The WTO has made efforts recently to strengthen its links with commercial and non-government partners through its system of affiliate membership which should help in the provision of practical guidance and as a basis for cooperative action.

Non-governmental international organizations

As the work of the intergovernmental bodies expanded, trade sectors and professional bodies found it necessary to organize both at the world and regional international level, first to respond or react to government interventions, and second, where practical, to seek a more positive relationship in cooperative and collective tasks. The need for consultation at appropriate levels became more pressing and although clearly essential not always accepted by government bodies. Industry sectors have established their international associations or groups, such as:

Alliance International du Tourisme (AIT).
International Air Transport Association (IATA).
International Chamber of Commerce (ICC).
International Hotel Association (IHA).
International Road Transport Union (IRU).
International Union of Railways (UIL).
Universal Federation of Travel Agents Associations (UFTAA).
International regional organizations

Both at UN and geographic regional level there are regional bodies concerned with their regional needs. So long as liaison is maintained, such regional action and support can be very effective in tourism. This is certainly the case in Europe, which is seen at world level as a destination entity with many common interests. The Council of Europe with Cultural Activities and the United Nations European Economic Commission are examples. The latter body, covering both East and West Europe, has been active in transport matters among others. (An introduction to tourism book) Governments to:

Develop holistic and comprehensive tourism development strategies in partnership with community and industry stakeholders (including major foreign tour operators or industry associations, where appropriate), that include realistic expectations for the social, cultural and environmental benefits to be reaped from tourism

Create positive investment structures to support and encourage sustainable development of tourism destinations

Pressure industry associations to report on how they are achieving more sustainable tourism (e.g. industry associations are asking their members to sign up to guidelines and charters but few are enforcing this as a criteria for membership)
Legislate for corporate social reporting
Facilitate arenas to share best practices between sectors (hotels, tour operators, airlines and cruise lines) so that they can learn from one another
Ensure sustainable tourism measures are seen as a core value in wider development plans and policies rather than solely focusing on economic benefits
Legislate or provide incentives to businesses who adopt internationally recognised certification schemes or standards within their country

(http://www.ifc.org/ifcext/economics.nsf/AttachmentsByTitle/CSR+in+the+Tourism+Industry/$FILE/CSR+in+the+Tourism+Industry.pdf)

We often heard that front office play an important role in the hotel industry. The front office or can be known as the main nerve of the hotel is the first and the last sector that interact with a client. Front offices are typically called so because they are at the front or entrance hall of a business, giving customers an easy access to office workers. This vital section of the business can serve many purposes, depending on the company, and are frequently the best place to obtain any customer-related information. Front offices may have an entry desk staffed with a secretary or administrative worker. This main desk can offer assistance to incoming clients or customers, and can direct queries to correct personnel. On the other hand, all personnel in the department may be trained in customer assistance, since front office workers may have many duties, training all of them in customer service means that someone will almost always be available to help a guest.

1.1 Division of Front Office

There are many part of division inside the front office department. All of this part of partition should duty their tasks and responsibility. Furthermore they should help each other so that the enrollment will complete with success and this will make the customer feels satisfy with the service and willingly to come again. The part of this department are Front Office Manager, Assistant Front Office Manager, Front Desk Representative, Night Auditor, Cashier, Reservationist and Telephone Operator. All departments play an important role to make the guest feel satisfy with our service.

1.1.1 Front Office Manager

The basic duty of front office manager is to directly supervise the front desk, reservation, concierge and PABX. Hotel PABX system comes with a front desk management system either PC based or telephone operator console based which is used by operator to perform various tasks easily. Using this console, one can update, monitor room status like occupied, cleaned. It can be used to print out call details room wise, estimate telephone bills. Other duties of the front office manager are assisting in the training and cross-training of front office employees, prepares monthly reports, assists the rooms division manager in formulation and completion of front office policies and procedures.

1.1.2 Assistant Front Office Manager

The assistant of front office manager is to control the operational activities of the hotel front desk within hotel procedure to provide the highest standard of courteous service while permitting acceptable profit levels. On the other hand, they have to ensure work is completed to include, shift closings, room deposits, refunds and rebates. They also have to prepare staffing schedules, complete payroll, and monitor labor expenses to budget figures and take personal responsibility for correcting customer service problems.

1.1.3 Front Desk Representative

Hotel front desk clerks make room reservations, offer information and services to guests and receive payment for services. They are employed by hotels, motels and resorts. Hotel front desk clerks perform some or all of the following duties such as maintain an inventory of vacancies, reservations and room assignments, register arriving guests and assign rooms, answer enquiries regarding hotel services and registration by letter, by telephone and in person, provide information about services available in the community and respond to guest complaints and compile and check daily record sheets, guest accounts, receipts and vouchers using computerized or manual systems.

1.1.4 Night Auditor

A night auditor works for a hotel or motel doing bookkeeping and often performing as the front desk agent as well. With the exception of for the smallest motels, most types and sizes of these businesses provide work for night auditors. These might be part-time positions, or the hotel may employ one full-time auditor and one part-time. Duties vary depending on the size of the capability, but the major focus of the job description is conduct end-of-day accounting duties. The job description for night auditors includes performing information entry on spreadsheets or in a file, and processing dissimilar types of computer accounting reports for the hotel and restaurant. They input reservations on a computer system and also update the occupied status of rooms as guests come and go.

1.1.5 Cashier

The cashier has to uphold precise account balances for hotel operating cost and collect payment from guests. Hotel expenses contain room charges, abroad telephone calls, meals and laundry. They should be able to carry out foreign exchange, for example, converting foreign currencies and travelers cheques into local exchange, protect safe deposit boxes and resolve bill payments, expenses rapidly and correctly for guests who are checking out.

1.1.6 Reservationist

A hotel reservations agent is an essential part of hotel operations. Guests get their first impression of the hotel service values at the time of reservation. Therefore, reservations agents must be courteous, well-informed and educational. The main duty of a reservations agent is to rent hotel rooms to potential guests. The agent must conquer any objections the guest has. Hotel managers provide rule so the agent will know precisely what to say if the guest resists the deal. This may come in the form of a script that must be insecurely followed. A reservationist is also someone who reserves events, tickets or makes travel preparations. Reservationists use customer-service skills to help people. The reservationist books events, tickets or arrangements online, by phone or in person. He produces customer confirmations and meets the customer??s needs to the best of his capability. Contacting customers when a termination is submitted is also the dependability of a reservationist.

1.1.7 Telephone Operator

The supreme duty of a telephone operator is that of transferring calls from external the hotel to the suitable guest room. For security measurement, operators have to do this without giving out the room number of a hotel guest. The telephone operator may not often be face-to-face with guests of the hotel, but plays an important role on behalf of the hotel to the guest. For this situation, a friendly and polite tone of voice is all-important. The duties of the telephone operator include answers incoming calls, straight calls to guest room through the switchbox.

1.2 Organization Chart in Small Hotel, Mid Size Hotel and Large Hotel

There are three main charts for front office division in hotel industry that is inside the small hotel, mid size hotel and the large hotel.

2.0 Conclusion

Each department plays an important role in order to get a complete task to get the main thing that is the satisfaction of the customer. Sequentially to carry out its mission, worldwide and departmental goals and objectives, every company shall build a formal organization depicting different hierarchy of managing, supervision, and employee or the staff levels. All hotels mission is to make the hotel success by satisfying the customer need. If the hotels fail to do so, it means that they have failed everything. This is because we have to be humbled to the guest and respect the guest although they are wrong. The statement saying that ??guest will always be right?? is the rules showing that everything that the guest do and say, we have to give and take. The main department that is front office management has to play the important role as they are the one that will communicate with the guest from the guest check in until they will check out. Smile and greet the guest politely will make the guest feel happy and hoping that they will see us again.

Question 2

Front office staffs must have certain skills to attract guests during the first impression. Write about Front Office staff skill in guest relations.

1.0 Introduction

Impression and attitudes of the staffs are the most important things that the hotel should be aware when it comes to the customer satisfaction. They have to welcome the guest with a great smile and greet them politely as they are persons that will decide whether we deserve to have them in the hotel or opposite that. As been said by F.Howard in the Business Publications, Eye contact is the first thing they’re taught. The idea is to know a person before and after the guest opens the front door and enters the lobby. To do this, staff members have to be alert and aware of what is going on around them. What they are trained to do is recognize the people by providing eye contact and a smiling nod to let them know that they’ve been known. To make a successful business in the hotel, all the staff and employee should take a few steps so that the circle of the chain inside the hotel is moving smoothly.

1.1 Meaning of the guest

A guest is the person who buys room, meeting space, food and beverages or other service from the hotel. They are someone that who has certain needs and wants to be fulfilled and if the hotel cannot fulfill them, a competitor of the other hotel is the best choice of the guest to fulfill their satisfaction. A guest is someone who is in his or her mind, thinking that they are always right. We should never argue or match with a guest because if we do so, it??s like we??re giving the hotel to bankrupt.

1.2 Importance of Guest Relations

According to L.F Dennis in the ??Rooms at The Inn: Front Office Operations and Administration?? book, in the clients mind, the character and competence of the entire hotel are reflected in the personality of the front office staff. The people of the front office may be the client??s first and last contact with the hotel. For the arriving guests, their behavior sets the tone for the entire stay. For departing clients, their final words create lasting impressions. It is the staff responsibility to create a sense of belonging. Clients must be made to feel as they are part of a family. The front desk staff must convey the impression that it is not there just to sell rooms, but rather to make the guest??s stay at the hotel as enjoyable as possible.

1.2.1 First Impression

Personal appearance is the most obvious factor in influencing first impression. An individual??s appearance can communicate neatness, organization, pride and self-esteem. Eye contact and facial expressions also influence how people are perceived by others. A neat appearance, confidents, enthusiastic manner and a voice that convey warmth and sincerity are the most important tools of a front desk representative.

1.2.2 Personal Appearance

Appearance is the function of sex and age. Regardless of the sex or age of a front desk representative, he or she will encounter certain biases in guests or others. For example, some people have the mistaken belief that older staff members are not ??up to date?? and others automatically assume that younger employees are inexperienced. A front desk representative, who dresses with authority, wears quality accessories and maintains a conservative appearance will produce a positive reaction in every client.

1.2.3 Communication

Communication and understanding must also take place. Addresses guests will create the impression of respect and concern that the hotel has for its clients. A courteous staff member is a good listener as well as an efficient communicator. Asking questions indicates that the representative is interested in the client. Listening to the answers indicates personal respect and attention to the guest needs.

1.3 Dealing with Complaints

Clients communicates their complaints not only to the front desk staff but also to coworkers, business associates and other guests. There are ways for dealing with clients who have complaints that are:

?? Never be defensive

?? Define the problem

?? Validate the clients feelings

?? Restate your understanding

?? Promise to take action

?? Follow Up

1.4 Preventing Complaints

Complaints can often be avoided by properly educating guests about hotel policies and procedures. The most common complaint of hotel guests is related to credit card guarantees. Proper information can prevent misunderstandings and minimize complaints. On the other hand, the front office staff keep doing mistake, for example they will forget to key in the details of their guest and when the guest wants to check-in, they can??t do it because the guest name are not inside their check-in list. They have to always be alert every time when it comes toward related of the guest.

1.5 Effective Telephone Techniques

The front office staff spends a great deal of its time on the telephone, communicating with people both inside and outside the hotel. Although some people have better speaking voices than others, verbal communication is an art that can be learned with practice. There are ways to develop an efficient, courteous telephone manner that are:

?? Be prepared

?? Answer promptly

?? Use proper identification

?? Speak directly into the telephone

?? Relax and be yourself

?? Ask questions

?? Listen carefully

?? Take notes if necessary

?? Use reflective phrases

?? Keep call holds to a minimum

?? End the call courteously

2.0 Conclusion

The way to cooperate with customer is to love and the respect the customers. The ability to connect and build rapport with other people is a foundation life skill, and should be ideally, be actively developed from an early age. In business and in the workplace, on the domestic front and in our community lives, we all stand to promote from more effective communication skills. We crave for more fulfilling interpersonal relationships. The front office staffs should greet their customers with sincere and be patient with what the customer complaint because customer will always be right. Good communication is the lifeblood of the service industry and it’s important that your communication style reflects professionalism. To make the business or hotel success is to make the customer satisfy, listen to what they want. They will feel happy and think that they wanted to come again to your hotel.