toptermpaper.com

This is the logo and the organization which I interested and I want to intro the planning process and Decision Making in this company. It is one of the famous company in Malaysia.

Asia’s leading airline was established with the dream of making flying possible for everyone. Since 2001, AirAsia has swiftly broken travel norms around the globe and has risen to become the world’s best. With a route network that spans through more than 20 countries, AirAsia continues to pave the way for low-cost aviation through our innovative solutions, efficient processes and a passionate approach to business. Together with our associate companies, AirAsia X, Thai AirAsia and Indonesia AirAsia, They are set to take low-cost flying to an all new high with our believe, ”Now Everyone Can Fly”.

Planning is one of the most important project management and management techniques. Planning is preparing a sequence of action steps to achieve some specific goal. If you do it effectively, you can reduce much the necessary time and effort of achieving the goal. The important of planning involves like defining organization goals, establish strategies to achieve goals,and develop plans to integrate & coordinate work activities.

A plan is like a map. When following a plan, you can always see how much you have progressed towards your project goal and how far you are from your destination. Knowing where you are is essential for making good decisions on where to go or what to do next. The most important to ensure that everyone is clear of what to accomplish.

Planning is also crucial for meeting your needs during each action step with your time, money, or other resources. With careful planning you often can see if at some point you are likely to face a problem. It is much easier to adjust your plan to avoid or smoothen a coming crisis, rather than to deal with the crisis when it comes unexpected time. Example Air Asia plans to expand their operations in Europe, so they consultation to the Government of French . They has been granted landing rights in Paris and is awaiting further details from authorities.

The mission in Air Asia got four major point. The first point is to be the best company to work for whereby employees are treated as part of a big family. Then the second point is create a globally recognized ASEAN brand. The third point is to attain the lowest cost so that everyone can fly with AirAsia and the last point is Maintain the highest quality product, embracing technology to reduce cost and enhance service levels. They had achieved the goals but the second point they haven’t achieved it because in this strong competitive era , too many company like Malaysia Airlines and Tiger Airways also want to be the globally recognized ASEAN brand, but they will work hard to achieve their goals.

Type of plan

The first type of plan is strategic plans. It is long term and apply to entire organization. It also a broad plans. This type of plan is made by the top management for the whole organization such as CEO, COO, and other. This plan is usually done for 5 years and above Example, Air Asia’ CEO planning want to take more route in 5 years.

The second type of plan is tactical plans. It is a short term goal and basically focus on the problems of resource allocation. This plan is made by middle level management such as manager. It done for a period of 1-5 years. Example, they want to buy more bigger airplane in 4 years.

The third type of plan is operational plan. It is encompass particular operational area of the organization. It cover short time period. This plan developed by first line manager such as supervisor. Example, their goal is a daily capacity of 3 million.

The fourth type of plan is long term plan. It is plan with time frames extending beyond 3 years. This plan usually use to making research or market research.

The fifth type of plan is short term plan. It is plans that are clearly defined and no room for interpretation. Example, they promotion and discount the ticket to let more people can fly.

Planning process

The step one of planning process is set objectives which means establish objective and targets while taking into consideration such as mission, strategic plans/goals, environment, and availability of resources. In Air Asia have set their objective like made their ticket price more cheaper and provide better service.

They step two of planning process is analyze and evaluate the environment. Once objectives are established, manager must analyze their current situation and environment (internal& external)to determine what resources are available. Internal environment included such as raw material, machine/ equipments , finance ,money ,and other. External environment included PEST which is policies, economic, social, technology and competitor. Air Asia analyze and evaluate the environment after set their objectives like do survey.

The step three of planning process is identify alternatives which means list down as many alternatives as possible to reach the goals. Air Asia list many alternatives like connect to other company, let their worker learn more language and upgrade their facility.

The step four of planning process is evaluate the alternatives which means evaluate all alternatives to determine which combination of alternatives is the most effective and efficient to achieve the goals. For each alternatives, manager will look at the advantages or disadvantages. Air Asia will try all alternatives and identify before see which is the best.

The step five of planning process is select the best solution which is select the best alternatives that gives most advantages and fewest disadvantages.Air Asia choose the best solution is upgrade their facility so that can let their customer more comfortable.

The step six of planning process is implementing the plan which means decide who will be involved determine, what resources need, how the plan be evaluated and how reporting will be handled. If Air Asia want make their customer more comfortable, then the best away is buy the new and bigger airplane.

The last step is controlling and evaluating the result which means monitor to ensure plan is going according to expectations and make necessary adjustment, if needed.Chart.png

Factors of effective planning

There are some factors of Air Asia to make an effective planning to let them success.

The first is fatten the organizational hierarchy to foster development of planning skills at all level of organization. It can made the company more systematization. The other is practice MBO(management by objective) -technique that emphasize collaboration objective setting by managers and subordinates which means if CEO and other department can effective work together and strengthen their worker then the company sure will be a best company in the world. The third is encourage employees at all levels to provide feedback and suggestions for planning that means the company see their employees are treated equally. The four is develop plan that are specific but flexible which means although the company made the plan to achieve goal ,if got some problem must change and discuss, don’t rigid to follow the original plan. The five is must acquire facts and information that are current and reliable to be accurate in planning that will be made the CEO accurate to made a good plan to their company. The last is develop contingency plans and strategies. It is the very important effective away that can be immediately correspondence when the company got some emergency.

The problem of Air Asia

In 2008-2009, Air Asia got many problem that made their company loss. There some issue that are involved for that company whereby they are unable to achieve their goal. The first one is mission statement & objectives of organization are not clear and precise enough for planning which means the company not follow their step to achieve the goals , it will affect all organization progress, example Air Asia want charge the several fees if customer booking already the ticket but suddenly want change. Although it is rational but some time some customer change their ticket but no need charge the fees, so they not accurate and not follow the mission. The other is some managers are not experiences in planning. It is because the plans always decide by the to management , not by middle management, so if suddenly want manager to decide plan will made some mistake . Some managers have negatives thinking of planning as they think planning is costly, time consuming & waste of time. Air Asia sometime will think that plans will use many costly and if the plan no success will wasting time , so in 2008 their company did not get mush profit. After the end of 2009, Air Asia made a different decision that is change a manager and CEO . The other away is set a new objective and effective to follow the goal that is the first important thing. Example they want reception customer about 100million a day.

Decision Making

Decision making can be regarded as the mental processes resulting in the selection of a course of action among several alternatives. Every decision making process produces a final choice. The output can be an action or an opinion of choice. It can making a choice from two or more alternatives. Identify problems or opportunities, developing alternatives , choosing an alternative and implementing it. Decision making also is performed by all level of management in an organization.

Type of Decision

The first type of decision is organizational decision which means made by managers within their authority in accordance with organizational such as goals, policies, procedures, and strategies. Example ,Air Asia wan to be a globally recognized ASEAN brand.

The second type of decision is personal decision which means made based on manager’s personal choice and preference. Example ,the Air Asia ‘s manager made two plan like upgrade the facility first or training the worker first, then CEO choose the one he like.

The third type of decision is strategies decision which means deals with long term plans which is important for growth and survival of organization. Example , Air Asia need to plan a long term plan to achieve goals in this period of economic instability.

The four type of decision is tactical decision which means deals with routine and operational activities. Example manger need to deals the operational activities such as system failure, the environment, and other .

The five type of decision is programmed decision which means repetitive decision that can be handled by routine approach. It using when the problem being resolved straightforward, involve goals that are clear, and information about problem is available and complete. Example Air Asia use in policy, procedure, and rule.

The last type of decision is un-programmed decision which means unique and non-recurring or generate unique responses. It use when the problem are new and unusual and when the information is incomplete.

Decision Making Process

Decision making process is very important to any company

The step one of decision making process is identifying the problem . It is obstacle that males achieving a desired goal or purpose difficult. It also must be know that problem the organization facing and characteristics of the problem. Example Air Asia want lower fares or not .

The step two of decision making process is identifying decision criteria which means factors that are important to resolving the problem. Example price, distance, customer, location ,and time.

The step three of decision making process is allocating weights to the criteria. Assigning a weight to each item places the items in the correct priority order of their importance in the decision making process. Example customer is the first, then is distance , price, time, and the last is location.

The step four of decision making process is developing alternatives. Alternatives are listed without evaluation that can resolve the problem. Manager look for as many alternatives to solve the problem. Example list down their competitor such as Malaysia Airlines , Tiger Airway and other.

The step five of decision making process is analyzing alternatives. Analyze and evaluate each alternatives and find out their advantages or disadvantages. Example identify advantages or disadvantages of lower fares.

The step six of decision making process is selecting an alternatives. Choose the best alternatives and with the highest total weight and with the most advantages & fewest disadvantages. Example lower fares can make more customer come to buy , location no far than 700km, time about 2-3 hours.

The step seven of decision making process is implementing the decision. Putting the chosen alternatives into action. Example Air Asia choose is lower the fares.

The step eight of decision making process is evaluating decision effectiveness which means monitor or provide feedback on how well the decision has been implemented or is there any adjustment and corrective action need. Example Air Asia lower fares because can made more customer buy and increase profit.

Creating Environment for Effective Decision Making

The first of effective decision making is provide time for decision to be made which means manager should not rush and be pushed to make a decision, especially crucial. Negotiate more time and make good quality decision. Example when Air Asia airplane got some emergency problem , then manger should made a clear decision to solve the problem.

The second of effective decision making is have self confidence which means managers must have self confidence and courage especially when making risky. Example manager must have self confidence when decide a high risk plan .

The third of effective decision making is encourage others to make decision which means managers should trust subordinates and allow them to make decision. This will get their commitment when they are involved. Example manager must trust their worker or employee when they made some decision.

The fourth of effective decision making is learn from past decisions which means managers should look at decision that worked and decision that did not & use them as a guide. Example Air Asia need to see the decision first then decide want training their worker or not.

Making Decision to be Ineffective decision

The first point of making decision to be ineffective decision is time pressure which means not enough time to decision then will made mistake .

The second point of making decision to be ineffective decision is limited amount of available information or incomplete information. Sometime some manager cant not get incomplete information so he will made wrong decision.

The third point of making decision to be ineffective decision is higher levels of uncertainty in today’s business environment.

Conclusion

After I research this company ,I learn more about planning and making decision. In my opinion, any company must be planning and decision making because if any company loss any one , will made the company not direction, no achieve goals, and other. And the last is must made customer happy because customer is always right.

C:UsersMichaelDesktopnewINTIuc logo.jpg

Name

Lim Kok Hui

Student ID

I10005487

Program

DBAD

Course Code

MGT1101

Section

5SS1

Lecturer’s Name

Hardjinder Kaur A/P Balbir Singh

Submission Date

14/6/2010

Aims: To help course participants consider the fundamental areas within management.

Select an organization with which you are either interested or familiar with and

write a 2,000 word essay on any 2 areas of the organization within the following

areas: Planning and Decision Making Process

“In today’s rapidly changing business environments it is an essential activity for every destination, to prevent disturbance in tourism.” Mill and Morrison, (1998). The author, say that a destination is highly influenced by the wide-range effects of tourism, it is therefore vital to plan for any development.

According to J. C. Henderson, (2005), many researchers have approached the issue on tourism planning and policies through different perspectives; “the temporal and spatial evolution of destinations the impacts of development, government growth policies, planning imperatives, marketing issues and topics studied.” On top of that, the same author makes reference to the various opinions of different authors who make mentioned about the essential factors that would encourage tourism development at a particular destination “Critical influences relate to accessibility” (Prideaux, 2000), “attraction and amenity standards” (Gunn, 2004), “awareness and positive images” (Johns and Mattson, 2005) “associated with promotion and marketing” (Buhalis, 2000), “a supportive government” (Weaver and Lawton, 2002) and “a peaceful and stable environment” (Poirier, 1997).

Planning approach

“tourism planning is defined as a comprehensive, coordinated and continuing process…that promote the common good of society” According to (Stifel, 1990), society benefits and welfare should be the main focus of all stakeholders involved in decisions making pertaining to any tourism development. Moreover, “tourism planning has been defined as a process based on research and evaluation, which seeks to optimize the potential contribution of the human welfare and environmental quality”, (Tosun and Jenkins, 1998). In the above statement, Tosun and Jenkins, agree with Stifle stating that human welfare is indeed to be considered while planning for tourism development and on top of it argued that tourism should not only look into tourists numbers and economic gain, but such development should be environmentally sound.

Importance of Tourism linkage

However, “planning requires the integration of the tourism industry into other sectorsaˆ¦” Timothy, (1999). Timothy argues that tourism cannot operate on its own, (as it is environmentally dependant) and rely on other sectors of the economy, such as; agriculture, industry and transportation, to exist. There is the need to create linkage. According to Nikolaos Karangiannis 2003, “lack of an overall integrated policy has limited the contribution of tourism growth to the country’s socio-economic development.”[15] Therefore the author mentions that the need to formulae policies for economic restructuring and diversification was eminent. The government in Jamaica decides therefore, to create linkage between tourism, commodity production sectors, and complementary and related services in order to rejuvenate the industry, increase economic gain and competitiveness.

Tourism Planning and policies

“Authorities have a vital role and public investment and implementation of pro-tourism policies can help in ensuring that such circumstances do prevail.” (Joan C. Henderson, 2006) “Government policy is about influencing the way people utilize their resources and the way they relate to each other (within and across state and national boundaries) and their environment.

(Clare A.Gunn and Turgut Var, 2002) state that special competencies are required to understand the functioning of tourism and to formulate policies. They added policies, planning and development is at any scale, from national to local and their purpose and reasons differs from one destination to another. (Taylor 1994), “government holds the responsibility for research and guideline development, especially in three areas: travel markets, existing and potential; tourism physical plant; linkages between market needs and physical and physical plant development”.

Further arguments, by Clare (A.Gunn and Turgut Var, 2002), stated that although government intervention is important to control impact of fragmented development on the environment and society, it has also been observed that capitalistic countries which adopt a laissez-Faire tourism policy by private sector, has very little government intervention. “The belief that ‘political serenity, not scenic or cultural attractions, constitutes the first and central requirement of tourism” (Richter and Waugh, 1986, p. 320)

(Ritcher 1994), agrees with Clare A.Gunn and Turgut Var, stating that the purpose for tourism policies differs from one destination to the other as, for example, “in some countries tourism has purposely been directed toward increased immigration in hope that visitors will become residentsaˆ¦stimulating of investment to increase national wealth” according to the same authors it is agreed that excessive tourism growth may demand revision of policies; conservation policies pertaining to environment, policies for land use are some examples sustainable policies. “Governments of nations, provinces, states and communities have the choice of doing nothing or doing something constructive about public tourism policies.” (Lamb and Davison 1996)

Furthermore, “developing countries are often anxious to plan but unable to governaˆ¦this cannot be done by a macro-or national-level approach”(Cevat Tosun, Dallen J. Timothy 2001).With reference to Turkey, as tourist destination, Cevat Tosun, Dallen J. Timothy, confirm Stifel’s definition of planning, stating that an over-centralization of tourism planning and poor administrative practices and policies formulation have failed to promote common good of the society, because government reticence and negligence to considering regional and local conditions.

Finally according to Clare A. Gunn, Turgut Var, 2002, governments have not only the capacity but also the responsibility of creating, implementing and reviewing policies that plan tourism. [6] According to the same authors, tourism planners need to look into three main aspects, namely, economic, socio-cultural and environmental, when planning for tourism projects for particular destinations. Comprehensive planning process and judicious formulation of policies will surmount barriers to tourism planning in each tourist destination area and lead to sustainable development. Conclusion, “empirical evidence through the world clearly shows that the “model” destinations for successful tourism are those that have embraced the tourism-planning concept (Mill and Morisson 1997).

Barriers to tourism development
Sustainable Tourism

“if tourism is to be truly beneficial to all concernedaˆ¦ and sustainable in the long-term, it must be ensured that resources are not over-consumed, that natural and human environments are protected, that tourism is integrated with other activities, that it provides real benefits to the local communitiesaˆ¦that local people are involved and included in tourism planning and implementation, and that cultures and people are respected”. (Eber, 1992).

The World Tourism Organization defines sustainable tourism as “tourism which leads to management of all resources in such a way that economic, social and aesthetic needs can be filled while maintaining cultural integrity, essentials ecological processes, biological diversity and life support systems.”

Developing indicators for sustainable tourism

“The most significant attempt so far to develop indicators of sustainable tourism has been undertaken by the World Tourism Organization (WTO) through its Environment Task Force” (Dymond, 1997; Manning & Dougherty, 1995; Manning et al., 1996). [9] Manning et al. consider that the main purpose of the WTO, in identifying eleven international acceptable sustainable tourism core indicators is to assist planners and decision makers in their tasks. Figure 1 presents core indicators of sustainable tourism (WTO)

However, L.Twining-Ward & R. Butler, 2002, contested that the above framework has its limitations. It is observed that though, the above indicators represent a wise attempt towards sustainable tourism development, no provision has been made for guiding stakeholders in the implementation of same; that is, converting indicator results into management action. Furthermore Laws et al., state that each destination is unique and thus has to consider the destination local characteristics and its own dynamics that may influence sustainable tourism indicators. Policy makers should understand that there is no generic model for several destinations, but indeed policies have to be tailor made according to destination particulars.

Moreover, it is of vital importance to review policy and strategy as a destination evolve with time; “current policy may not be adequate for dealing with future problems in the same destination.” (Laws et al., 1998:9) [10]

According L.Twining-Ward & R. Butler, 2002, “Samoa’s Sustainable Tourism Status Report 2000”, is a good example an effective planning tool which assisted Saoma Visitors Bureau in developing appropriate action plans and tourism awareness programmes consequently. Figure 2, is an adapted model of Saoma’s effective planning and monitoring system for sustainable tourism development, which will be used to assessing planning process in Grand Baie.

Theoretical framework for sustainable planning

Figure 2 planning process, Source: adapted from L.Twining-Ward & R. Butler, 2002

Stage 1.

Project Design/ Study preparation

Stage 7.Review and improve monitoring system

Stage 6. Implement action plan and communicate results to Stakeholders

Stage 2. Scope issues & formulate Goals & objectives

Stage 5 plan Action formulation

Stage 3. Survey / Develop and screen indicators

Stage 4. . Analysis and Synthesis

Applying L.Twining-Ward & R. Butler, 2002, model on research planning in Grand Baie:

Stage 1: Design and study preparation; at this stage there is the need to take decisions for planning, that is to be involved in planning process, (residents, NGOs, Government, District council, local business owners, tourism authority, beach authority; private and public sectors). Define roles and responsibilities of each and every one, getting all stakeholders involved in the project in order to write the study project terms of reference and organize the project.

Stage 2: Determine goals and objectives; goals and objective of the development programme are decided, but these are subject to changes and modification. For example, developing alternative forms of tourism in Grand Baie, promoting community-based tourism and cultural tourism (social exchange theory) developing environmental protection programmes for the area, educating tourist and residents towards responsible tourism, improving security having a planning framework adapted to Gran Baie needs, hence designing policies that will regulate tourism activities of the region.

Stage 3: Survey and core indicators for the region of Grand Baie; undertake surveys and have an inventory of the existing situation. Grand Baie is known for its; safe lagoon, beautiful beaches, people (hospitality), its tropical climate, shopping facilities, restaurants, beach resorts and peripheries rich in culture and traditions. All of these elements should be given great consideration when planning for tourism. Each destination has its unique characteristics and dynamic context. Survey can also be used to study residents’ reaction pertaining to tourism, in their locality. Moreover can assist planners establish baseline for sustainable development in Brand Baie.

Stage 4: Analysis and Synthesis; once baseline information are collected they need to be analised in order to have the basis for the plan. Feedback received from locals and different stakeholders will help to design policies that will ensure smooth implementation of planning.

Stage 5: Action plan formulation: formulation and design of plan will be based on preparation and evaluation of alternative policies. Generally planning is conducted at all levels, from individual to comprehensive planning. (Inskeep, 2000), argue that tourism planning applies same concepts and approach of general planning; however, it is adapted to the particular characteristic tourism system. In this context action plan for Grand Baie, is at local level and should be tailor made. Consequently planners will have to possess strong element of predictability and appropriate skills in attempting to envision the future.

Stage 6&7: Implementation and Monitoring: the plan will be implemented in Grand Baie using different techniques. Policies are here as guidelines to implement plans but above all effective communication among stakeholders is vital. The risk of failure is lower when recommendations are addressed to all stakeholders. Environmental policies for sustainable development, e.g. EIA, has been established by the Government, but the extent to which it is been fully observed are debatable when looking at actual situation in Grand Baie. Hence, it is important to monitor progress in implementing the plan and evaluate the success of the plan in meeting its goals and objectives on a regular basis. Plans generally need to be adjusted over time due to changing goals, changing market conditions, and unexpected impacts.

“Although the monitoring project is still ongoing and its long-term implications for the sustainability of tourism in Samoa are far from clear, several important lessons can be noted from the Samoa example: the importance of formulating clear objectives before trying to identify indicators, the value of establishing a multi-disciplinary advisory panel, and the necessity of designing an effective and flexible implementation framework for converting indicator results into management action.” (L.Twining-Ward & R. Butler, 2002) [11] According to L.Twining-Ward & R. Butler, stakeholders need to consider space and time-specific issues related to tourism development. Local involvement should be from early stages of development that is, planning and decisions making, to implementation. In fact STD needs to be broadening from critical issues currently facing destination.

Tourist Area Life Cycle / Application in Grand Baie

Mauritius has experienced significant levels of growth in tourism over the last 30 years. As a result, tourism is now the largest economic activity of the island and many coastal resorts have been developed. Although the island has undergone significant changes between the early arrivals of tourists and today, there is a remarkable negligence of research towards these changes. The stages of Butler’s Area Life cycle model will thus be reviewed and tested on Grand Baie, to present the life cycle stage of the destination.

According to Butler 1980, destinations go through a cycle of evolution similar to the life cycle of a product. The shape of the TALC may vary from one destination to another, however it will depend upon factors such as; rate of development, access, government policy, and market trend. The TALC model is a framework to understand how a destination and its market evolve, through stages of launch, development, maturity and decline.

Figure 3: Butler’s Destination Lifecycle Model Adapted from (keyser, 2002)

“According to Butler (1980) destinations pass through a predictable sequence of six stages. These stages are: exploration, involvement, development, consolidation, stagnation and decline or rejuvenation. In each life cycle stage there are changes in the morphology, the types of tourists’ visitation, and residents’ attitudes towards tourism.”

Exploration stage

During the early “discovery stage” of the cycle a small number of unobtrusive visitors arrive seeking “unspoiled” destinations. These early “explorer” tourists generally speak the language and identify with the local culture. The social impact in this stage is generally small and resident attitudes are fairly positive towards tourism.

Like most products, destinations have a lifecycle. In his 1980 article, Butler proposed a widely-accepted model of the lifecycle of a tourist destination. The basic idea of Butler’s 1980 Tourism Area Life Cycle (TALC) model is that a destination begins as a relatively unknown and visitors initially come in small numbers restricted by lack of access, facilities, and local knowledge. This is the case for Grand Baie which was first known as a fishing village and which economy mainly derived from agriculture (sugar cane). Soon adventurers will get to know about the remoteness and exotic beaches, beryl water and the bay that is deeply sheltered. Visitors and host encounter is high but yet the desire for the destination to remain unchained by tourism prevails. At this stage Grand Baie had limited accessibility to the area and lacked of facilities to cater for more tourists.

According to Butler 1980, “at the involvement stage, local community has to decide whether they wish to encourage tourism and if so, the type and scale of tourism they prefer.” Through word of mouth tourists’ interest to visit the coastal region increases. The residents of Grand Baie will soon realize the possible potential for economic benefits. The willingness to encourage tourism is shared among locals who will cater for the basic needs of visitors. Much effort is being done to advertise the region and attract more tourists. Such a coastal region as Grand baie will inevitably generates mass tourism, due to its fabulous beaches and local attractiveness. Moreover Grand Baie was cheap destination for visitors due to the foreign exchange currency rate. But unfortunately, the “thrill of tourism” will make population and stakeholders to neglect some important aspects such as sustainable principles; limits on carrying capacity and elements of predictability. At this stage pressure is placed on public sector for infrastructure and regulatory bodies.

Development stage

In the early 80,s Grand Baie will know an increase in tourism growth which will force the destination to the next “stage of Development” mentioned by Butler in 1980. Grand Baie is well known worldwide and demand for the destination has increased considerably. The fishing village has vanished and is now known to be the “Tourist Village”.

Residents in Grand Baie find themselves limited in terms of knowhow and resources to meet the needs of the visitors. Control shifts from locals to big investors from outside the region and public authority to provide expertise, products and services. Massive investment and development took place and soon Grand Baie became a tourist hub. Tourism impacts are increasing with the emerging tourism activities in the area. Natural areas are cleared away giving place to Hotels namely; the Canonnier, the Royal Palm, the Mauricia and the Verenda. All sorts of beach and sea activities are put forward to give visitors a unique experience. At this stage the changing nature of tourism is altered and the very nature of the resort and quality declined through problems of overused and deterioration of natural and manmade resources. Improper planning for Grand Baie is making development to be detrimental.

Contact between tourists and local is high impacting on the lives of those involved in tourism. Locals tend to adjust their way of living to accommodate the changing economic structure. For example, women start working in hotels at odd hours, practice which was long ago seen as taboo. Some of the major influences are the effects of westernization, the eating pattern and gender in the form of employer. The public authority becomes involved through infrastructure provision, road access facilities, improving communication network, educational and leisure facilities.

At this critical stage it is highly recommended to undertake analysis on the actual situation, to review action plan and monitoring system to ensure sustainability of tourism in Grand Baie. Actually much effort is placed on implementing policies at a national level, relating to environmental protection in order to comply with international policies, but on the other hand very little is being done in terms of security, destination management at peak seasons, social stability and distribution of wealth.

“If the day, tourism is undeniable, the nocturnal activity of Grand Baie is full. The nightclubs and bars take over the beaches and natural sites visited in the morning. These popular places with night owls are constantly crowded and joyful atmosphere is palpable at any time until the end of the night, and more specifically, the “Banana Cafe, a must in addition to being the biggest club in the Grand Baie Village.”

Article Source: http://EzineArticles.com/?expert=Dre_Lee 31 May 2010

Positive Impacts at Development Stage
(Grand Baie)

The destination grows in popularity

Expansion of service and facilities

Development of new service and infrastructure

Economic growth

Employment

Better quality of living

Negative Impacts at Development Stage
(Grand Baie)

Decline in local community

Natural and built suffers from wear and tear

Conflict between local population and tourism

Region loose authenticity

Loss of Culture, Beliefs, and Values

Increase in cost of living

Degradation of the Environment

Exceeding carrying capacity

Prostitution

Increase in crime rate

Consolidation Stage

At Consolidation stage, also known as critical range of elements capacity, tourist number will continue to rise in Grand Baie and the destination becomes dependent on tourism. More promotional and advertising efforts are undertaken in many different ways to maintain existing market and attract new ones. Lots of money is being injected in research and development. There is more pressure on the environment, where tourist number may exceed destination population. The manner resources have been managed in the early stage of the Tourism Area Life Cycle will determine the degree of impact and future of the destination. The tourist-relationship is converted into one of business as the novelty of new visitor arrivals declines. The more culturally sensitive “explorers” move on to new “unspoiled” areas and are replaced by the mass market. The local authorities and all stakeholders should, through sustainable tourism planning, consider and anticipate actions in order to mitigate tourism impacts.

Stagnation Stage

Stagnation is the stage where carrying capacity of many relevant factors is reached. Social, economic and environmental problem arise. Social instability that may lead to riots for instance, local people feeling like strangers in their home community, they realize that they have lost their culture, values and norms and that crime rate has increase to such a point that one does not feel secured anymore. Cost of living being too high makes it practically impossible to have a decent life. Those who are rich become even richer while the poor people become poorer. Land becomes scarce and a rise in demand make for land makes a rise in price. Failing to develop further development due to lack of space (land) for these new tourism developments and products, unemployment rate increases. Local people perception changes and local people no longer show interest in tourism sector and indeed think how to spoil new proposed projects.

Decline and/or Rejuvenation stage

Decline, the area of Grand Baie will not be able to compete with newer attractions, faces a declining market. Falling profits lead to foreign-owned businesses withdrawing and the community is left to “pick up the pieces”. Unless resources have been effectively managed in the early stage of the Tourism Area Life Cycle then only Rejuvenation is possible. It is important to deal effectively with demand and supply. Professional should work in close collaboration with local community and keep in mind that the development plan should be developed and implemented at same pace to the progress of the community. The supportive attitude of the locals is the bottom line for the success of tourism development.

If issues are not resolved this results in a severe drop in tourist number. That is why stakeholders need to increase marketing and promotional efforts. New market strategies develop in line with the re-structure of the tourism industry. It is also important to educate the local community and create awareness of the tourism activity. Training and development empowers the local people to better serve the industry and benefit from the advantages generated by the tourism sector. Corporate Social Responsibility is a very good attempt to mitigate negative social economic impacts. Residents are more willing to become stakeholder of tourism development when such development is a positive force for environmental conservation and for social/cultural enhancement. Moreover, Environmental Impacts Assessment has to be conducted prior to each development plan for sustainable development.

Conclusion

“Tourism is becoming, more than ever, sensitive to and dependent on a high-quality sustainable environment (Eccles 1995; Ing 1995; Nelson, Butler, and Wells 1993). The authors mean that development plan should seek to optimize the potential contribution of the human welfare and environmental quality. Planning should be in respect to the environment for the industry to sustain and keep market competitiveness. Basically approaches to sustainable destination development should look into; formulating development policy and strategies on uniqueness of natural and cultural attraction for the destination, considering physical, biological and psychological carrying capacity, developing alternative forms of tourism that will create linkage with other economic sectors, reviewing national, regional local framework policy and strategy as a destination evolve with time, planners to be concern with all stakeholders in the community, hence, developing a product that sits in harmony with local environment. According to ((L.Twining-Ward & R. Butler, 2002) Saoma has known a successful and revitalized torism industry due to its effective planning and monitoring system, framework for sustainable tourism development.

According to Butler 1980, destinations go through a cycle of evolution similar to the life cycle of a product, that is, all destinations is bound to reach some point of “stagnation” and “decline” where signs of negative impacts become apparent. Destination will rejuvenate only if sustainable management practices have been considered at early stage of development. Harrison, in his research, notes that Swaziland (in the context of life cycle), underwent rapid growth in the British colonial period but has since decline rapidly due to bad planning. Planners and decision-makers should possess predictable skills to anticipate problems before they happen and take preventive actions rather than curative ones. According to the World Commission on Environment and Development (1989), sustainable tourism is defined as “development that meets the needs of present without compromising the ability of the future generations to meet their own needs.” However, (Salah S. Hassan 2000) added that “using the best planning and development effort, a destination cannot grow or revitalize unless it can provide a high level of health care, safety and security for tourists.

Finally, development is ongoing and further research is required to monitor the evolution of any tourist destination and evaluate underlying policies. Some obstacles remain and new ones may be confronted so that the future is not without formidable challenges. For destinations to sustain their competitive advantage

“Tourism is the temporary, short-term movement of people to destination outside the places where they normally live and work and their activities during the stay at each destination. It includes movements for all purposes (1976, Tourism Society of England,1976) “. Tourism has been described in various ways but may be thought of as the connection and experience arising out of the journeys and temporary stay of people travelling primarily for leisure and recreational purpose. Tourism is thus a multifaceted activity and geographically complex one as different services are sought and supplied at different stages from the origin to the destination.

Tourism has emerged as one of the most important instruments to boost economic development in many of the countries across the globe as an engine for economic development, the earnings of foreign exchange, its contribution & creation of employment.

India has diverse culture and heritage in the North, it has the great Himalayas which gives tremendous opportunities for mountain tourism or adventure tourism. It provides great challenges and difficulties to mountaineers. In the Southern part of the country there is Indian Ocean which gives opportunities to beach tourism and attract large number of foreign and domestic tourists. In the North West there is Thar Desert with Aravalis mountains range. It is highly suitable for desert tourism and heritage tourism. In this way India have very rich natural resources like geographical and cultural diversity, forests, lakes, mountains, rivers and rivulets, sacred shrines, historic monuments and hospitable people, which are necessary for thriving tourism activity (Singh, 2002).

Pilgrims with pilgrimage tourism is one of the fastest growing tourism in the world. Not only has it become an important component of the Indian life style (Adrian Ivakhiv, 2003 ) but it has had a profound impact on other peoples of the world and the environments in which they live.

Pilgrim tourism to holy places (tirtha-yatra) is an ancient and continuing religious tradition of the Culture of Hindus. Here religion, as a cultural dimension, assumes the vital role and central focus of tourism in which the tourists (pilgrims) from all strata of the Hindus participate. In pilgrim tourism, the dimension of religion forms the basis of tourism of pilgrimage by offering the reward of purification of the soul and attainment of objectives related to the problems of routine life. Hindus from time immemorial were attracted to their numerous holy sites spread throughout India. Pilgrimage is thus a pan-human and pan Indian phenomenon, the meaning of which within the traditional structure of each religion, if not, within castes and communities. According to Skandapurana (a religious treatise), truth, forgiveness, control of senses, kindness to all living beings and simplicity is tirtha. Thus, tirtha yatra not only means physically visiting the holy places but implies mental and moral discipline as well. It has rightly said that following the Vedic period, the practice of religious tourism or pilgrimage seems to have gained increased popularity as evident from the great epic Mahabharata (Bhardwaj 1973: 5).

The number of pilgrimage sites in India is extremely large but some primary pilgrimage sites include the four Dhams, the Seven Sacred cities and their primary temples, Ashtvinayakas, twelve Jyotirlings, Svaymbhu and Pancha Bhutta linga Temples, the Shakti Pithas, the Kumbha Mela sites, major Vaishnava sites, the Nava Graham Sthalas, the Seven Sacred Rivers, the four Muths of Sri Adi Sankaracharya, the Arupadaividu, Dargah of Hazrat Nizamuddin Auliva, Jama Masjid, Dargah of Muinuddin Chishti, Hazrathbal Mosque, Haji Ali Mausoleum, Church of St. Catejan, Church of the Sacred Heart, Patna Sahib, Sachkhand Sahib, Hemkund Sahib, Little Mount and certain other places that do not fit into any of the categories listed here. In India all temples, Gurudwaras, Mosques and Churches are considered sacred places. As is evident from the list these sites are not related with one religion only and therefore, they attract people of different religions for pilgrimage.

Further, many of such places are visited by pilgrims of various religions. It is worth mentioning that Uttarakhand has many important religious places which are quite popular at national level. Some of these places are well known at the international level as well. A brief description of of such places has been given as Haridwar, Rishikesh and Neelkanth in Uttaranchal.

Tourism in Uttarakhand

Uttarakhand became the 27th state of the Republic of India on November 9, 2000, which was carved out of Uttar Pradesh. It occupies an area of 51,125 sq km and a population of about __________ (__________ per sq km).The entire region is geographically important and is comprised of the two distinct parts i.e. eastern part (known as Kumaon) and western part (known as Garhwal). Uttarakhand is surrounded by a number of states like Himachal Pradesh, and Uttar Pradesh and country like Nepal. Uttarakhand give a distinct sense of tourism practices such as, Adventure tourism activities, leisure activities, wild life national parks and eco tourism activities etc. It is also a home of several religious places belonging to the Hindus and the Sikhs like Kedarnath, Badrinath, Yamunotri, Gangotri, Lokpal and Hemkundsahib.

To promote tourism Uttar Pradesh Parvatiya Vikas Nigam was established on 30th March 1971, with authorized capital of Rs. 2 crore, under Companies Act 1956. The main objective of this government body was the development of seven hilly districts i.e. Haridwar, Dehradun, Tihri, Pauri, Uttarkashi, Chamouli and Rudraprayag. After this on 31st March 1976, two more Government companies i.e. Garhwal Mandal Vikas Nigam and Kumaon Mandal Vikas Nigam were established for the development of these regions.

The main objectives of these apex bodies in the context of tourism were to work in the area of tourism development and provide basic tourism infrastructure facilities, to promote tourism, a state tourism policy was formulated in 2002 in which emphasis was given on three things i.e. development of eco-friendly tourism with the help of both the public and private sectors and local communities, promote tourism as a source of economic growth by employment and revenue generation, develop Uttarakhand as a leading tourist destination and place Uttarakhand on the tourist map.

To promote the pace of tourism a Board named Uttarakhand Tourism Development Board was also established in 2002. This board is the supreme institute which gives suggestions to the government related to all tourism matters. Along with tourism this board also works as a regulatory and licensing authority.

It has a negative impact on environment too. Degradation of forestland in and around the tourist places and garbage problems due to booming up of tea stalls and shops and as well as mass tourism are the major environmental problems.

All above facts relating to the Uttarakhand reveal that the state government view tourism as a source of economic development and employment generation. They have shown their interest in infrastructure development on public-private participation. Further, efforts have been made to keep environmental aspects into consideration while developing tourism. If these steps implemented properly can lead to tourism growth in the above states.

The presentation is written for tourism industry analysts and public officials, who would like to better understand, evaluate, or possibly reduce the negative impact of tourism in Uttarakhand.

Haridwar

Haridwar is regarded as most sacred destination among Hindu pilgrimages. A staggering number of pilgrims visited Haridwar every year. Haridwar is also a historic and cultural destination, older than many other ancient towns in the world, and is deeply rooted in the history and development of Hinduism and Indian culture from its earliest days. Haridwar meaning aa‚¬A“Gateway to Godaa‚¬? is one of the seven holiest places of the Hindus, located on the banks of River Ganges. With Ujjain, Nasik and Allahabad, Haridwar forms the four important pilgrimage centers of India where Kumbh Mela is celebrated after every 3 years rotated over these 4 destinations. Har-ki-Pauri is the most holy place where thousands of devotees take a dip. Haridwar is located around 200 km north east of Delhi and 54 km south of Dehradun and is probably the most important gateway to Uttarakhand by rail and road. It would also be justifiable to describe it as one of the most important aa‚¬A“pilgrimage tourismaa‚¬? destinations in India.

In recent years, pilgrimage tourism has become very popular among pilgrims. Pilgrimage Tourism to Shrine constitutes an important component of total tourism in and has contributed effectively to the growth and development of the place. Every year around 7 million pilgrims visit the Shrines in India which is influencing the socio-economic environment of the region and the present paper is throwing light on the economic impact of the pilgrimage tourism. This paper is based on the methodology adopted for estimation of economic impact tourism. This article explains and supports the idea that the economic impacts of religious tourism should not be neglected or underestimated, although religious institutions have traditionally attempted to downplay this in the past. Additionally, the paper argues that religion and tourism have much in common. In the modern world it is hard to ignore the impression that in most places of pilgrimage the profane impacts of tourism are just as important if not more so than the religious. This paper lends theoretical support to this argument.

Keywords: religious tourism, economic impacts, pilgrimages.

Introduction

Pilgrimage Tourism has emerged as an instrument for employment generation, poverty alleviation and sustainable human development. Pilgrimage Tourism promotes international understanding and gives support to local handicrafts and cultural activities. It is an important segment of the country’s economy, especially in terms of its contribution towards foreign exchange earnings, generation of additional income and creation of employment opportunities. The foreign exchange earnings from tourism during the year 2000 were estimated at about Rs. 14,408 crores with an estimated direct employment of about 15 million, which is about 2.4% of the total labor force of the country. Pilgrimage Tourism is the third largest foreign exchange earner for India. The International tourist traffic in the country is estimated to be 2.64 million during the year 2000. However, according to the World Tourism Organization (WTO), India’s share in world tourism arrivals is only 0.38%, accounting for 0.62% of the world tourist receipts. This indicates that much of the tourist potential is yet to be tapped. With rapid advances in Science & Technology, tourism has acquired the status of an industry in all industrialized countries. The high influx of foreign tourist traffic has accelerated demand for certain economic production and distribution activities. Pilgrimage Tourism has emerged as an industry next in importance only to Information Technology industry in the Services sector. By 2012, the contribution of pilgrimage Tourism to the world economy will be doubled. The economic liberalization in India and consequent foreign investment opportunities, development of tourist facilities including expansion in air-line services, etc. provide an impetus for a spurt in tourist arrivals as in South Asian regions. Domestic pilgrimage tourism plays a vital role in achieving the national objectives of promoting social and cultural cohesion and national integration. Its contribution to generation of employment is very high. With the increase in income levels and emergence of a powerful middle class, the potential for domestic pilgrimage tourism has grown substantially during the last few years. Realising the importance of pilgrimage tourism, the Government of Tamil Nadu has accorded high priority to pilgrimage tourism promotion and has taken initiatives to improve/ create infrastructure in tourism potential centres and geared to encourage private sector investment in this regard.

Objectives

To study about the pilgrimage tourism and its economic impacts

To identify the social, cultural and economic impact of the pilgrimage tourism management

To study The Positive and Negative,Social and Environmental Impacts of pilgrimage Tourism management

METHODOLOGY

The data for this study were collected from local residents which engaged in tourism activities.

tourists were identified as a key factor in developing tourism in local communities. This research is mainly based on secondary data such as broucher, pamplets, books,news papers,internet,advertisement etc.

SIGNIFICANCE OF THE STUDY:

The study would contribute to identify the need for economic dimension in pilgrimage tourism. Pilgrimage tourism helps in giving manifold economic benefits. The present study will be designed as an conceptual one,. few places of Tamilnadu had identified as places where high positive effects of pilgrimage tourism on income, employment and standard of living of local residents in Tamilnadu had analyzed here in this study. By studying this article it is possible to bring out the various strategies required for making the pilgrimage tourism in Tamilnadu a better destination in economic dimension. Further, this study may be useful to other states also for tapping the pilgrimage potential.

Review of literature

Laukush Mishra (2000) “Pilgrimage tourism is being recognized as a prime industry in most parts of the world for the purpose of earning maximum foreign exchange. Social significance of pilgrimage tourism cannot be said of less importance. Tourism industry requires variety as it is very essential capital and India is land of diversity. here diversity is present in every walk of life, from natural such as air, and water to social factors such as language and behaviour all varies from place to place. Pilgrimages are not a destination only for our religious faith but they also strengthen our national unity and promote brother hoodness also. the time has to come when these should be used to earn foreign exchange also keeping guarded our cultural heritage. in fact the other part of world may learn many things from India.indians might be poor from pocket but the wealth what they have in their behaviour is match less in the world.on domestic front religious tourism can be very helpful for regional development, employment generation, and can enroot again the cultural values. many modern social evils which are caused by materialism can be cured with the help of religious tourism”. Orland (1990) “The pilgrimage tourism sites in developing countries are subjected to extraordinary economic pressures and change. Often being the only remaining open spaces in densely populated urban or rural agricultural landscapes, they are in danger of being over run, either by surrounding development, or by growing recreational uses. A site faces pressures from pilgrims, international tourists and local day-visitors, all with different goals and needs. There are two apparently conflicting goals: to increase international pilgrimages and tourism use of the site, and to enhance the site for local day-visitors. Strategies are presented which would reduce these present conflicts, allow for growth and respond to local management constraints”. Mc Grath (1999) “The importance of pilgrimage travel as an economic, social and spatial phenomenon cannot be ignored. The term “pilgrimage tourism’ implies travel to a site or worship or a sacred place. Conceptually, it is not unlike recreational or tourism movements as a form of short term migration. It is one of the most geographically significant forms of religious behaviour”. David (2005 ) “The informal tourism sector and pilgrimage tourism tradition and today the bulk of domestic informal tourism in India consists of poor people participating in some religious pilgrimage trip, although, it is some times difficult to tell the difference between religious and non religious trips. The tourism impact of each of the four sectors according to four levels, economic, social, cultural and environmental, broadly defined, economic refers to total income from tourists, number of jobs generated, tourist expenditures or costs (land, commodity, wage inflation and import leakages) social impact refers to population displacement, migration, what class owns the tourist establishments, impact on the quality of living, increase or decrease in crime, cultural impact looks at degree of commoditization of symbols and performances, increase in undesirable activities, cultural influences derived from tourists and hostility towards tourist. Pilgrimage tourism as a modern phenomenon, and the changing history and nature of religious pilgrimage in India”.Champakalakshmi (1998) “Buddhism in tamilnadu seeks to provide an alternative perspective and different approach to the study of patronage to Buddhism in tamilnadu, keeping in view the major chronological periods, the early historic and the early medieval, within which such an exercise becomes meaningful. Patronage of formal religious systems in pre-modern India was closely linked to the ideological needs of political organization and its socio-economic base”.Kiran shinde (1996) “Pilgrimage tourism begins by reasoning that the increasing use of mechanical transport to pilgrimage sites erodes the cultural notions that have underpinned pilgrimage tourism for centuries. Then, it seeks to demonstrate in two respects, the relevance of insights into how sacred journeying interconnects persons, places, and time. The first insight concerns the travel patterns of and income potential from pleasure and pilgrimage tourists in the current situation of unstable national and international security. The second insight relates to local perceptions of sociocultural, economic, and environmental risks involved in pilgrimage tourism. The cultural dimension must be included as a crosscutting concern in environmental, social, and economic impact assessments of transport projects to heritage sites”. Boris Vukonic (1998) “The economic impacts of pilgrimage tourism, the economic impacts of pilgrimage tourism relationship should not be underestimated. Taking into account the fact that pilgrimage tourism is a complex and multidimensional phenomenon, it is almost impossible to examine religion and its specific relationships to tourism: economic, social and cultural. Based on theoretical research of scholars it can be said that the two phenomena – pilgrimage and tourism – have much too common. Today, it is hard to get away with the impression that in most places of pilgrimage sites. The profane impacts of tourism are greater due to the religious reasons. Even in the so called ‘hard-line’ or conservative religions of the world, because of their strict observance of religious duties of their adherents, such benefits are no longer denied”. Rajesh Raina (2001) “Pilgrimage Tourism to Shrine constitutes an important component of total tourism and it has contributed effectively to the growth and development of the place. Every year around 7 million pilgrims visit the Shrine which is influencing the socio-economic environment of the region. The economic impact of the Shrine related pilgrimage tourism. The income generated is taken from all the five basic component of industries or sets of people, , which are directly and more or less totally dependent on the pilgrimage tourism viz. the Hotel Industry, Transport Industry, various commercial establishments including all types of shops operating at the pilgrimage tourism sites”. Harsh nevatia (2001) “Religious tourism has a big future in India. India is richly endowed with ancient temples and religious festivals. Religions originating in India, be it Hinduism, Sikhism, Jainism or Buddhism, have a vibrant culture and spiritual philosophy. Religious tourism in India has immense potential to evolve as a niche segment. There are hurdles to be overcome. The first hurdle is the poor tourism infrastructure in general, and perhaps the even poorer infrastructure of religious centres. Adequate facilities for lodging, boarding and traveling and travel will have to be created. what needs to be done is to create nodes near religious centres, where there is already a basic infrastructure present and plan day trips from there. religious tourism in India can provide an experience that cannot be had anywhere in the world, but for it to fructify, the seeds will have to be sown and the saplings will have to be natured”. Elena (2001) “The pilgrimage tourism involve in economic activities around and in the country. Pilgrimage tourism is one of the most important factors in the economy of many countries; that intense competition amongst world destination is evident. The need to innovate and to create new products has forced the development of more and different concepts as is the case with cultural and religious tourism, the vast religious heritage is the reason which leads to faith and the awakening of renewed interest in the practices of pilgrimage tourists who visit for religious reasons. This is beginning to trace out a greater impact in pilgrimage tourism”. Arnab Karar (2010) “Tourism become an engine for economic development and plays a great role towards socio-economic changes. According to Indian sentiment the pilgrim centers or tirthasthan used to visit by number of tourists to earn virtue. Not only domestic but also foreign tourists are also come here throughout the year. The tourism industry has played an important role and it becomes a boon. Due to the gathering of many pilgrims every year, a number of hotels, ashrams, restaurants etc. are built. For the construction of those hotels every year a number of persons are engaged. Therefore, hotel business is playing an important role in the economic system. For fulfilling the necessities of the tourists, the restaurant owners prepare different types of dishes Therefore the restaurant owners have to deal with various whole-sellers for supply their cooking item and vegetables. There also an economic transaction happens for the restaurant business. A number of buses, shared jeep are available here for the journey of holy Shrines. Therefore, transport economy is also play an important role here due to pilgrim tourism. Tourism development board always engaged for the betterment of the pilgrims. The tourism based economy, particularly which of the religious complex, may continue to flourish and thrive as long as its religious sanctity is ensured to satisfy religious sentiment of the pilgrim tourists”.

THE EXPERIENCE ECONOMY AND TOURISM

Tourism has principally been concerned with the tourist experience of visiting, seeing, learning, enjoying, and living in a different mode of life (Stamboulis and Skayannis 2003). In this sense, everything tourists go through at a destination can be experience, be it behavioral or perceptual, cognitive or emotional, or expressed or implied. To the stakeholders of tourism, such as tourists, destination marketers, local residents, and policy makers, the nature and scope of the experience offered by a destination and processed by tourists determine the value of the destination. Hence, researchers have emphasized understanding what the tourist experience is and how it is formed as a result of visiting a destination. The two-dimensional model of tourist values proposed by Crick-Furman and Prentice (2000) exemplifies the nature of the tourist experience, whereas the “type” analysis by Uriely,Yonay, and Simchai (2002) and the analysis of benefit determinants by Prentice, Witt, and Hamer (1998) reflect how the tourist experience was formed. Prentice (2004) also introduced two intrinsic motivation models, the romantic and mass tourism paradigms, to explain the diversity of tourist experiences by means of underlying tourist motivations. As shown in these studies, it is indeed a challenging task to capture all elements experienced by a tourist at a destination in a concise measurement model for the purpose of assessing the performance or value of a destination. Pine and Gilmore (1999; Gilmore and Pine 2002a, 2002b) proposed the experience economy as an emerging paradigm for enhancing business performance across a wide range of industries, including tourism and hospitality.

The experience economy concept has been introduced sporadically to tourism research and it adds to the dimensions by which to interpret tourist experience (e.g., Richards, 2001; Stamboulis and Skayannis 2003). Pine and Gilmore (1999, p. 12) defined experience from a business perspective: “Experiences are events that engage individuals in a personal way”; but we surmise that they would define experience from a consumer perspective as enjoyable, engaging, memorable encounters for those consuming these events. According to Pine and Gilmore (1999), there are fourm, realms (or dimensions) of experience differentiated by the level and form of customer involvement in business offerings, as depicted in. Along the customer participation axis, passive participation of the customer in business (or destination) offerings characterizes the entertainment and esthetic dimensions, whereas educational and escapist dimensions reflect active participation. The tourist who passively participates in destination activities does not directly affect or influence the performance of the destination (business), whereas an active participant will personally affect the performance or event that becomes part of his or her experience. Along the absorption-immersion axis, the tourist typically “absorbs” entertaining and educational offerings of a destination and “immerses” in the destination environment resulting in esthetic or escapist experiences. Absorption in this context is defined as “occupying a person’s attention by bringing the experience into the mind” and immersion as “becoming physically (or virtually) a part of the experience itself ” (Pine and Gilmore 1999, p. 31).

THE EXPERIENCE ECONOMY IN THE TOURISM DECISION PROCESS

Because Pine and Gilmore’s (1999) realms of experience focus on describing the goodness of destination offerings in four summary dimensions, it is useful to consider the potential antecedents and consequences of these realms of experience. In a general sense, tourists are believed to hold personal values that permeate their life and that embed their choice of a specific destination and/or target tourist experience (Madrigal and Kahle 1994). Such values, once directed at a specific target (i.e., a trip to take), give rise to travel motives, which function as the “push” factor for the upcoming trip taking. Once travel motives coalesce, a set of relevant destinations is evoked along with the tourist’s attitude associated with each destination in the set. At this point, the expected value of the experience from a destination, known as the “pull” factor or travel motivation, often solidifies or weakens the tourist’s intention to choose the destination. Travel motives and motivations have been used as key variables for market segmentation studies on tourist experiences (e.g., Loker-Murphy 1996; Prentice,Witt, and Hamer 1998). Although tourism research on destination experiences has assumed that personal values were inextricably linked to tourist experiences, supporting empirical evidence is limited. Only a few researchers have attempted to explicate how global person values reduce to perceptions of tourist experiences for a particular destination (e.g., Klenosky, Gengler, and Mulvey 1993). Nonetheless, this kind of person-environment relationship is argued to be unstable, inconsistent, and disconnected because the environment (e.g., the experience at a destination) is not a routine part of daily life for most people (Burningham and O’Brien 1994). Due to the infrequency of tourism experience in the life of most people, motive- or value-based phenomenology of tourist experiences can be futile (Aitken and Bjorklund 1988). Moreover, values may not be considered as enduring through all activities of the person and, thus, tourist experiences may be driven instead by immediate goals and objectives of the tourist interacting with the focal environment or destination (Bagozzi and Warshaw 1990; Crick-Furman and Prentice 2000). Oh (2001) reasoned why a priori comparison standards, such as expectations, importance, and personal values, often have little bearing on post experience evaluations in the hospitality consumption context. In contrast, specific consequences of tourist experiences have drawn less research attention than the antecedents discussed above. While it is apparent that internalized benefits, such as mental or spiritual recreation, well-being, and fulfillment, may be long-term tourism benefits, more destination- or individual travel-specific outcomes of the experience have not been widely conceptualized, particularly in line with Pine and Gilmore’s conceptual framework. These rather transaction-oriented consequences are important for the sake of destination management because they provide travel marketers with not only diagnostic summary evaluations of destination offerings but also better understanding of the factors affecting the tourist’s future destination choice.

Pilgrimage Tourism in the Face of the Economic Crisis

World economy faces an unprecedented crisis, triggering one of the most severe recessions in generations. The world’s GDP is forecast to decline by some 1.4% in 2009, according to the International Monetary Fund (IMF, July 2009), the exports have been dramatically reduced and all advanced economies are in recession. And, even the emerging economies, which at the beginning seemed to resist better, are rapidly facing the impact of the economic crisis. Pilgrimage Tourism, though resisting better than some sectors, has not been immune. Markets started to deteriorate by mid 2008. UNWTO market monitoring indicates that the plummeting results of international tourism during the last part of 2008 have continued during the first months of 2009. International tourist arrivals are estimated to have declined by as much as 8% in the first four months of 2009, bringing overall international tourism to the level of 2007. This trend is confirmed by data on air transport by the International Air Transport Association (IATA), which shows a 6.8% decline in air passenger’s traffic in the first seven months of this year, and data on hotel occupancy rates which, according to STR Global, are down by 9% to 13% in all world regions in the period January-July 2009.

PROSPECTS OF PILGRIM TOURISM IN INDIA

When global warming threatens lives and property the world over, many surviving natural sectors offer clue to reverse climate change. Over the years pilgrim tourism has been recognized as one of the most vibrant natural sectors of economy. In the western and European nations, Christian religious tourism is a thriving sector. There are around 117 Marian shrines in Canada, 181 shrines in the United States for Roman Catholics and thousands of sites connected to various Protestant denominations and ancient religions of the Native Americans. Majority of those places have become important global destinations for pilgrims. It happens because those countries have a sound approach to pilgrim sector. In India, there are hundreds of pilgrim destinations connected to the Hindu, Buddhist, Jain, Sikh and the Muslim religion, which have potential to generate employment on a sustainable basis. More than 15 crore Indians visit pilgrim places across the country. The nation’s ancient history and mythological past have sprung up hundreds of pilgrim centers across the country. Many have origins traced in the mythologies. Pilgrim tourism serves the greatest purpose of integrating people from different regions as people from farthest east travel to southern corner and the west to north enjoying the hospitality of one another. The Badrinath, Kedarnath, Mount Kailash, Vaishno Devi, Rishikesh, Haridwar, Amritsar in the north, the Sabarimal, Rameswaram, Madurai and Tirupati in the south, Puri Jagganath temple in the East and Shirdi Sai Baba temples, the magnificent churches of Goa in the western part, the Ujjain, Omkareswar, Sanchi and Ajmer in the central India and a host of other famous pilgrim spots keep more than 15 per cent of Indians population moving.

When people move out of their houses in pilgrimage it triggers a host of economic activities right from their doorsteps. Travel agencies, hotel chains, restaurants, sale of religious artifacts, handicrafts, floriculture activity, health sector, and shops selling travel kits etc get activated. The Tirupathi Devasthanam in Tirumala requires more than 20 tones of flowers every day during the peak season. Bangalore city transports flowers worth Rs 30 lakh every day to Tirumala. Faith is the greatest stimulant for economic activities, which could generate revenues on a sustainable basis without putting pressure on environment.

The famous patta chitra, palm leave carvings, applique work, painting on tassar clothes originate from the religious practices in the Lord Jagganath temple of Puri. In ancient time people believed a pilgrimage to Puri is not complete unless one carries a piece of patta chitra or an applique work with them. Today handicraft traders have carried those traditional crafts to international craft bazaars. A 40 sq feet patta chitra made by a senior artist is sold at a price ranging from Rs 5 to Rs 7 lakh in international craft bazaar. Nearly 15 lakh pilgrims gather in Puri to watch the spectacular Rath Yatra, widely known as the journey of the mankind. More than 20 million people gather in Kumbhamela, which is the largest congregation of pilgrims in the world. Though millions more want to travel, uncomfortable journey, lack of clean and economy class accommodation, poor quality of food and water served in many pilgrim centers dissuade pilgrims to travel. Many pilgrim centers in India have become too commercialized and caught up with making money only. Business opportunities let economics over shadow the very purpose of spiritual places, which ultimately affects pilgrim sector.

Unlike tourists who come to spend and enjoy, the pilgrims generally come to have spiritual experience. Natural surroundings, cleanliness and ethnic culture always provide the spiritual aura. The magnificent hills of Sahyadri range in Maharashtra attracts more than six lakh pilgrims to walk 261 km to have a darshan of their revered god Panduranga at Pendarpur. Recently Maharashtra Government has decided to develop 261 km roads with huge public expenditure. This is actually unnecessary and it may destroy the natural environment of the route. Amaranth yatra would not fascinate lakhs of people without those snowcapped mountains, forests, springs and vallies.A well thought out pilgrim policy will undoubtedly help millions of Indians to rise above the poverty line. Children from school must learn how to tap the pilgrim tourism potential. Public awareness about pilgrim sector should be created among people for cleaner and greener environment in pilgrim places. Documenting the myths, mysteries, history and folklore of pilgrim places is the first step towards making a thriving pilgrim sector in India.

PILGRIMAGE AND TOURISM

In this Section we will discuss the pilgrimage tourism in its historic; perspective yatras in search of peace besides, history is also full of references of traders and merchants roaming Srurn place to place in connection with their trading activities. Traditionally a Hindu was supposed to perform yatra to four dhams situated in four corners of India – in the North, Badrinath (on the hills); in the East, Puri (on the sea coast); in the West, Dwarika (on the sea shore), and in the South, Rameshwaram (again on the sea coast). Tirtha yatras were mainly spread along the river bluffs and confluences. The holy rivers, Ganges and Yamuna, have long been venerated and large number of hymns was composed by the Aryans in praise of Ganga. Earlier, pilgrimage was associated with ‘purity of thought’ and undertaken for expiation of sins or for salvation. fie concept of the pilgrimage was “the harder the journey the better the reward (phal)”. Thus, the pilgrims needed minimum infrastructural facilities. rnodern day pilgrimage is ‘pleasure oriented’ and demands vast infrastructure in the tertiary sector. This has had deep impacts. In the following Sections we shall examine pilgrimage tourism and its impact on society in greater detail. Pilgrimage and tourism are closely related. Tourist industry fetches large number of ‘local tourists’ mainly to pilgrim centers. Pilgrimage tourism helps greatly in travel promotion. You will find that ever increasing demand for better travel facilities at pilgrim centers to cater to the large number of pilgrim tourists has pressurized the state governments and tourism departments to come up with concrete plans. Since this kind of tourism involves large profits it has attracted a number of private tour-operators to involve with it. We may cite the instance of Vishnu Devi. The journey in the past was quite hazardous. Recently, however. the roads have got totally rebuilt, and the transport is easily available. Today Jarnmu is connected with every part of India by rail and by air. Similarly, Tirupati, a small town, now has an airport. Trains now reach as far as Rameshwaram. Dwarika is also well connected by road. Even ship cruise facilities are available to visit Dwarika. Ajmer, again though a small town, owes its importance almost wholly to Shaikh Muinuddin Christi’s shrine. the annual lakhs of people participate. Such travel promotion facilitates pilgrimage in particular areas and at the same time it has soci-econornicim placations too. large number of devotees travelling to pilgrim centers generate handsome revenue and are the source of livelihood to hundreds of those who depend on the tourists inflow. There are many pilgrim centers which were earlier small places, but on account of their religious I importance have now emerged as big towns. Katra, a small town in Jammu, now has a chain of small hotels. Similarly, Shirdi, a very small village, now on account of the increasing popularity of Shirdi saint’s shrine is fast developing into a big town with a nurnber of luxury hotels coming up. Pilgrim centers also develop’ into big shopping spots. Dwarika specializes in cloth paintings. Similarly, people buy dry fruits like akhrot in large quantities from Jarnmu where it is quite cheap. Besides, these pilgrim centers are flooded with consumer items – artificial jewellery, bangles, local handicrafts (of wood, jute, cane, stone-carvings (images of gods and goddesses), and show-pieces, etc.

Economic impacts in pilgrimage tourism

Pilgrimage Tourism is an economic activity that is imposed, or at least grafted, on a pre-existing set of economic activities and traditional ways of life (Price & Harrison, 1996: 1). Pilgrimage Tourism is a product of three main elements; destination, hosts and the tourists. Pilgrimage Tourism is a process which obviously affects various aspects of society and culture. Primarily its impact is of economic nature. Sharma (2009) states that the contribution of pilgrimage tourism in gross foreign exchange is 15 to 17 percent and the influence of tourism is also centered in some specific areas only not throughout the whole nation but it does not mean to underestimate the pilgrimage tourism because we know a very little about the multiplier effect of the pilgrimage tourism; we must take account of the foods, vegetables and fruits that the tourists take as well as the employment plus the crafts that the tourists purchase. According to Godfrey and Clarke (2000), socio-cultural change relate to local quality of life and sense of place. Positive change in the quality of life could be as follows; personal income increases, helps to improve living standards for those more directly involved in industry, supports the diversity of restaurants and other cultural entertainment, influence the assortment of goods for sale in many local shops that would not be available in the same amount if pilgrimage tourism did not exist to support them, park areas are often improved, street furniture and design criteria introduced, greater care and attention placed on overall environmental quality, new opportunities etc. And in contrary negative changes in the quality of life could be as follows; local shops overcharging, petty theft from cars and accommodation, more serious personal assault etc. Regarding the sense of place, posit

The current environmental laws in the Philippines are policies of the state that aims to protect, conserve and develop our natural resources and the ones found and living with it. Executive Order Number 79 Section 16, Article II of the 1987 Constitution provides that the State shall protect and advance the right of the Filipino people to a balanced and healthful ecology in accord with the rhythm and harmony of nature. It shows that the state want a protection not just on nature but also on its sovereign people. Living in the rhythm and harmony of nature is what the state wants for its people. But that was a long time ago people are contented living a simple life they are already satisfied with what the nature can offer to them. People as time goes by seek more and find ways on how to get more resources on our nature that they wouldn’t mind if it’s already endangering the nature. Presidential Decree 1152 – Philippine Environmental Policy defines the policy objectives and the strategies for the various aspects of environmental management, such as air and water quality management, natural source development, land management, and waste management. It launches a comprehensive national program of environmental protection and management, with reference to policies and standards of noise, air quality, water quality, classification of water and waste management. In this program the proper protection and management that was supposed to be done was not followed. Quality management is needed. It is one of the major factors that cause diseases on people because our resources were not of good quality nowadays. It recognizes that a clean and healthy environment is for the good of all and should therefore be the concern of all. Clean and healthy environment is not what all Filipinos have. Only a few can experience what a healthy and clean environment is because majority of the people tend to go to urban places and eventually pollute it. Presidential Decree 389 (P.D. 705) – The Forestry Reform Code codifies updates and raises forestry laws in the country. It emphasizes the sustainable utilization of forest resources. When we say sustainable it is how we use the resources properly and how to maintain its productivity for future generations. This law wants to eliminate illegal logging and other forms of forest destruction which are being facilitated. Taking Care of our forest is very crucial specially to us who are living on elevated areas we are more prone on Landslide and the ones living beneath us is also affected with flashflood, mudslide and others. It is important that we would take care and propagate trees on our forests. Presidential Decree. 856 Sanitation Code places the responsibility in the local government units for he solid waste management in his area of production. People in Cities are too many it causes pollution due to overcrowding the resources is not sufficient to support the population living in a certain place. A lot of people don’t practice proper hygiene on themselves and even on their environment. Overcrowding leads to unhealthy practice and lifestyle. Presidential Decree 1181 (supplements the provision of P.D. 984) providing for the abatement, control and prevention of vehicular pollution and establishing the maximum allowance emissions of specific air pollutants from all types of vehicle. We invented so many things that really have a negative impact on our nature as we go through modernization so many substances is being used that served as a poison to our natural resources and slowly killing and destroying it. The state has no control and supervision on it. The use of Cars that produce smoke, chemicals on pesticides and insecticides and even using spray will harm our mother nature. It is negligence on our part we are supposedly the stewards of it but what we are doing is we are destroying it. Lack of discipline also is happening we don’t mind the laws that were made to safeguard our nature and also ourselves from harm. The environment we’re living in right now is not what the state envisions for us. These are general policies that pursuit a better quality of life for the present and future generations. It provides objectives and strategies for the various aspects of environmental management. Nature is really one of the major sources of income before and even nowadays. But the equal opportunity was not imposed properly by the state proper resource allocation is needed. Strictly implementation of the laws passed is not enough we need to make the citizens abide with rules and regulations not because it is one of their responsibilities as a citizen, but because of the fact that we need this law that will serve as our guidelines and manuals to continue living in ecologically balanced and healthy environment.

How Hospitality and Tourism Management Course is affected in current environmental Law?

The quality of the environment, both natural and man-made, is essential to tourism. However, tourism’s relationship with the environment is complex. It involves many activities that can have adverse environmental effects. Many of these impacts are linked with the construction of general infrastructure such as roads and airports, and of tourism facilities, including resorts, hotels, restaurants, shops, golf courses and marinas. In Hospitality Industry we offer products and services that are tangibles and intangibles. Attractive landscape sites, such as sandy beaches, lakes, riversides, and mountain tops and slopes, are often transitional zones, characterized by species-rich ecosystems. Hotel and Tourism Industry is anchored on natural resources. And it is where we usually build infrastructure we usually convert and developed the place to cater to our guests. The fact that most tourists chose to maintain their relatively high patterns of consumption (and waste generation) when they reach their destinations can be a particularly serious problem for the industry as Philippines a developing country without the appropriate means for protecting our natural resources and local ecosystems from the pressures of mass tourism. Hospitality and Tourism Industry contributes a lot with this destruction. As a number one contributor our industry is affected with many these laws imposed it limits our capacity to render and innovate more on our products and services offered to our present and future guests. The Industry’s business areas, the facilities being operated and managed as well as our locations and activities are also affected. We need to comply with environmental legislation, regulation and standards. We also need to identify the extents to which environmental issues are being considered and addressed in the operations, services and products of the organizations that are part of our industry. The Industry needs to commit on how we are going to manage the operations and services to achieve environmental objectives and targets. The Hospitality and Tourism Industry must show where the organization stands on its environmental performance in relation to its operations, services and products. These environmental laws can make major impacts on the organization’s activities, services and production processes. Those processes may have cause impact on the environment. It will take into considerations the planning, design, construction, operation and maintenance of all properties facilities and services. We need to develop or adapt procedures and technologies to the benefit of both the environment and wider community and still maintaining in reaching or exceeding our guests’ expectation. The practice of our staff, contractors, suppliers and customers must be with of responsibility for their actions and to comply with their environmental obligations. Suppliers taking part in the environmental protection initiatives will be considered. Purchasing strategies with the suppliers and the materials needed is also affected we need to make sure that it does not add cost to the problem. Like in purchasing initiatives we must consider those who are committed to sustainable environmental development, and continuously seek environmentally-friendly products and services that represent genuine value for money. The industry need to devise the most innovative and practical environmental improvement initiatives. We need to provide products and services that have the minimum adverse impact on the environment. The industries employees and staff is also affected they need to carry out regular internal programmes of education and training to enhance environmental awareness amongst themselves.

How can Hotel and Tourism Management Course help to improve the current environmental situation in the Philippines?

Tourism can be considered one of the most remarkable socio-economic phenomena of the twentieth century. From an activity “enjoyed by only a small group of relatively well-off people” during the first half of the last century, it gradually became a mass phenomenon during the post World War II period, particularly from the 1970s onwards. It now reaches larger and larger numbers of people throughout the world, and is a source of employment for a significant segment of the labor force. And now Hospitality and Tourism Industry is one of the largest and fastest growing industry in the world has growing adverse impacts on our environment. It provides considerable economic benefits for many countries, regions and communities; its rapid expansion has also had detrimental environmental and socio-cultural impacts. Natural resource depletion and environmental degradation associated with tourism are serious problems. The management of natural resources to reverse this trend is thus one of the most difficult challenges for governments at different levels. The main environmental impacts of tourism are (a) pressure on natural resources, (b) pollution and waste generation and (c) damage to ecosystems. Furthermore, it is now widely recognized that not only uncontrolled tourism expansion is likely to lead to environmental degradation, but also that environmental degradation, in turn, poses a serious threat to tourism. Tourism is closely linked to biodiversity and the attractions created by a rich and varied environment. It can also cause loss of biodiversity when land and resources are strained by excessive use, and when impacts on vegetation, wildlife, mountain, marine and coastal environments and water resources exceed the carrying capacity. This loss of biodiversity in fact means loss of tourism potential. Global tourism is closely linked to climate change. Tourism involves the movement of people from their homes to other destinations and accounts for about 50% of traffic movements; rapidly expanding air traffic contributes about 2.5% of the production of CO2. Tourism is thus a significant contributor to the increasing concentrations of greenhouse gases in the atmosphere. Air travel itself is a major contributor to the greenhouse effect. Passenger jets are the fastest growing source of greenhouse gas emissions. The number of international travelers is expected to increase, adding greatly to the problem unless steps are taken to reduce emissions. Despite its many adverse impacts, tourism can help improved the current environmental situation by preservation and conservation of sensitive important sites in our country. Furthermore, tourism that focuses on cultural and historic sites (sometimes referred to as “heritage” tourism) can be the driving force for the preservation and rehabilitation of existing historic sites, buildings, and monuments. The Hospitality and Tourism Industry can contribute to environmental conservation through: (a) Direct financial contributions; we can contribute directly to the conservation of sensitive areas and habitat. Contributions to government revenues; governments collect money in more far-reaching and indirect ways that are not linked to specific parks or conservation areas. User fees, income taxes, taxes on sales or rental of recreation equipment, and license fees for activities can provide governments with the funds needed to manage natural resources. Such funds can be used for overall conservation programs and activities. (b) Improved environmental management and planning; Sound environmental management of tourism facilities and especially hotels can increase the benefits to natural areas. But this requires careful planning for controlled development, based on analysis of the environmental resources of the area. Planning helps to make choices between conflicting uses, or to find ways to make them compatible. By planning early for tourism development, damaging and expensive mistakes can be prevented, avoiding the gradual deterioration of environmental assets significant to tourism. (c) Environmental awareness raising; Tourism has the potential to increase public appreciation of the environment and to spread awareness of environmental problems when it brings people into closer contact with nature and the environment. This confrontation may heighten awareness of the value of nature and lead to environmentally conscious behavior and activities to preserve the environment. (d) Protection and preservation; Tourism can significantly contribute to environmental protection, conservation and restoration of biological diversity and sustainable use of natural resources. Because of their attractiveness, pristine sites and natural areas are identified as valuable and the need to keep the attraction alive can lead to creation of national parks and wildlife parks. (e) Alternative employment; Tourism can provide an alternative to development scenarios that may have greater environmental impacts. (f) Regulatory measures; Regulatory measures help offset negative impacts. It controls the number of tourist activities and movement of visitors within protected areas and it can limit impacts on the ecosystem and help maintain the integrity and vitality of the site. Such limits can also reduce the negative impacts on resources. Limits should be established after an in-depth analysis of the maximum sustainable visitor capacity. The Hospitality and Tourism Industry has now an increasing agreement on the need to promote sustainable tourism development to minimize its environmental impacts and to ensure more sustainable management of natural resources. The concept of sustainable tourism, as developed in the United Nations sustainable development process, refers to tourist activities “leading to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, and biological diversity and life support systems.” These sustainability concerns are, therefore, beginning to be addressed by governments at national, regional and local, as well as international, levels. In addition, given the leading role of the private sector in the tourism industry has many initiatives that have also been taken by this sector. The main policy areas regarding sustainable tourism are: (a) the promotion of national strategies for sustainable tourism development, including the decentralization of environmental management to regional and local levels, (b) the use of both regulatory mechanisms and economic instruments, (c) the support for voluntary initiatives by the industry itself, and (d) the promotion of sustainable tourism. The Industry needs to formulate and effectively apply an appropriate mix of regulatory and economic instruments for both sustainable natural resources management and environmental protection. The most direct tool for promoting sustainable tourism involves the use of regulatory mechanisms, such as, integrated land-use planning and coastal zone management. In many cases, it may be necessary to protect coastlines through rigid building restrictions, such as, existing legislation that bans any buildings within a defined distance from the coast. It is also essential that environmental regulations be applied transparently throughout the tourism sector, regardless of business size, type of tourism activity concerned or location. Mass tourism, in particular, should be carefully monitored, regulated and sometimes even prohibited in ecologically fragile areas. In protected areas, such as national parks and natural world heritage sites, tourism activities should be strictly subject to the preservation of biological diversity and ecosystems, not stressing their limited capacity to absorb human presence without becoming damaged or degraded. The Industry has voluntary industry initiatives which tend to oppose greater government regulation and taxation of the industry on the grounds that they are ultimately detrimental to efficiency, competitiveness and profits. The tourism industry has thus developed several self-regulation and voluntary initiatives to promote greater environmental sustainability. These include waste and pollution reduction schemes, voluntary codes of conduct, industry awards and eco-labels for sustainable tourism. In addition, environmental management schemes to encourage responsible practices have been promoted in various sub-sectors, including hotel and catering, recreation and entertainment, transportation, travel agencies and tour operators. To achieve this emphasis it must be directed to sustainable ecotourism development as the core in this industry supported by expansion in the hospitality service sector. There is inadequate skilled manpower in this sector but the future of tourism needs product diversification, opening up of new tourist circuits, promotion of domestic tourism and provision of skilled manpower. The programme in Ecotourism and Hospitality Management is designed to train manpower to meet these challenges.

Sources:

http://www.chanrobles.com/eono79-2012.php#.UFWWlLLiYpA

http://mboard.pcaarrd.dost.gov.ph/forum/viewtopic.php?id=12137

http://bio427.blogspot.com/2010/10/environmental-laws-of-philippines.html

http://www.gdrc.org/uem/eco-tour/envi/index.html

http://www.mtnforum.org/sites/default/files/pub/1423.pdf

Hotel X operates in a fragmented industry largely controlled by the guests and their preferential needs. The strategic audit involved analyzing; the macro-environment by the PESTEL model, the competitive industry environment by the Porter’s Five Forces model, the key stakeholders expectations and the internal strengths and weaknesses.

This SWOT analysis concludes the strengths (products, brand, people, VmV and accreditation/certification), the weaknesses (location, classic rooms, car parking, performance management and technology), the opportunities (BRIC, Rugby World Cup 2011, market demographics, corporate responsibility pressure, and the 90 day trial period law) and the threats (new National, Conference Centre, long-term contracts with buyers/suppliers, economy, and technology).

Hotel X should plan its strategy around differentiation by providing the highest quality products and services unique from the rest of the industry. Improving the hotels weaknesses is a realistic way to improve the growth and profitability for the organization. Recommendations are provided for the improvement of Hotel X’s weaknesses.

Contents

Introduction

‘If you don’t know where your business is going, any road will get you there.’ (TUVRheinland Group). Business strategy is a driving force in the success of organizations; as long as the strategy for the organization is analyzed in terms of the environments. This paper is a strategic analysis of the environments for Hotel X [1] .

Company Background

Hotel X is a leading hotel in Auckland. The services and products provided include accommodation, food and beverage, event venues, spa and health club facilities. Their aim is to grow market share and profitability by maintaining 5 star level services [2] . This is supported by Hotel X’s vision statement: Know Our Guests, Build Great Memories.

Industry Description: Definition and Drivers

Hotel X is positioned in the high-end [3] hotel [4] industry within Auckland City [5] . ‘The hotel industry is a sub-section of the Travel and Tourism industry…one of the most rapidly expanding fields’ (Go & Pine, 1995, p. 26). It is a fragmented industry as hotels are driven by the services they provide and the consumers they can attract. Factors that influence this consumer selection are; the location of the hotel, the facilities available, the price per night and the size of the facility. High-end hotels in Auckland compete for independent and corporate travelers, both domestic and international.

Macro-Environment Analysis

The PESTEL model was used for analysing opportunities and threats to Hotel X and the summary of the major factors can be found in Appendix 2.

(P)olitical Factors
New Zealand general elections may bring changes to government and influencing legislation.
Trade agreements have a positive correlation with tourism. Securing trade agreements with BRIC would create significant growth in business.
(E)conomic Factors
With overseas economies in recession, the declining New Zealand dollar [6] , the increase in fuel costs and the GST increase, it is more expensive for people visiting New Zealand. There is a decrease in the reliance on overseas visitors and income.
There will be short-term growth with the Rugby World Cup 2011.While this would only be a small injection over the months of September/October, there is potential for resulting growth in returning guests.
(S)ocial Factors
Consumer opinions on products and services can quickly build or diminish a brand and company image. The increasing use of social media to gain access to this information can be dangerous to growth for companies who do not monitor and maintain brand standards.
The impact of economic factors is seen in the demographics of the Auckland market. The strong short-haul markets can be a benefit as they buffer the industry during periods of significant reduction in long-haul markets (New Zealand Hotel Council).
(T)echnological Factors
Innovation potential is held back by having to balance the needs of the guests’ verses what they are prepared to pay for. Technology does not replace personal touches, but allows for storage of information on the preferences of guests. Auckland hotels need to upgrade their services when compared to international standards in order to maintain consumer expectations (Hotel Technology Resource, 2011).
(E)nvironmental Factors
There is increasing pressure to be environmentally responsible. The pressure has created organizations such as EarthCheck who provide certifications to organizations meeting particular requirements [7] and Qualmark with their Enviro Assured Grading System [8] . Increasingly some consumers will only engage with companies which hold particular certifications.
(L)egal Factors
Current union negotiations will determine the requirements of the hotels towards their employees, the impact of this will be determined after the negotiations.
The 90 day trial period in employment law allows companies to employ people best suited for positions. The best employees in the best positions increases efficiency, productivity, satisfaction and general wellbeing thus reducing costs to the company.
Competitive Industry Analysis

The Porters model [9] was used for analysing the industry competition for Hotel X and the summary of the major factors can be found in Appendix 9.

Threat of New Entrants

Hotel X has one of the largest function rooms in Auckland with capacity of 1500. This attracts some of New Zealand’s significant functions such as the upcoming Rugby World Cup Prize giving. The proposed National Convention Centre will threaten Hotel X’s long-term market share of functions.

Bargaining Power of Suppliers

Employees provide most of the service for guests. Hotel suppliers do not hold much power, there are often a large number of suppliers available. Many high-end hotels have contracts with taxi companies. The cost of switching these contracts is high.

Bargaining Power of Buyers

Hotels provide the same item to the same market so need a strong brand to differentiate from competition. There are limited times that customer’s basic needs cannot be met [10] .

There are large numbers of corporate travelers who stay in a hotel that they have long-term contracts with. Hotel X may struggle to renew its contract with Telecom due to Telecoms move to the lower CBD.

Power of Substitutes

The threat of substitutes depends on the demands of the customer. As most guests wanting to stay in high-end hotels are expecting quality over cost, it could be expected that substitutes to this industry do not pose a large threat.

Intensity of Industry Rivalry

The strong industry growth in the tourism sector (Go & Pine, 1995) should mean that there is a low rivalry amongst hotels as there are an increasing number of guests. However, the products that hotels provide are identical on a basic level (the quality may vary) and this low differentiation and ease switching leads to a strong competition.

Stakeholder Analysis

The expectations of the individuals and groups that influence the business strategy for Hotel X are summarized in Appendix 11.

The strategy for Hotel X was developed by the director and is entwined with his personal values; his dedication to the organization ensures he retains control over strategy and growth.

The guests and clients of Hotel X may see the hotel as important to them during their short term relationship however only the business clients and guests who are engaging with the organization on a regular basis hold any importance for quality service on a long-term basis.

Attitudes of the employees are orientated around providing quality service but the importance of the hotel to them is more for the opportunity of employment it provides.

Hotel X understands the importance of the media in providing marketing opportunities however the media do not have the same inverse need.

Hotel X is also not of large importance for the local government as, while the hotel provides local taxes and jobs, it does not have any impact on the growth of local government revenue. The attitudes of this stakeholder are consistent with the hotel on factors like environmental responsibility however not consistent with profit factors.

Organizational Capabilities
(S)trengths
Hotel X’s products hold value between price paid and quality received. The products; 411 rooms, four food and beverage outlets, spa and facilities, twelve function venues, all set 5 star standards and are upgraded as ideas develop.
There is strong marketing of the Hotel X brand in the industry as ‘luxury’ and ‘elegance’. The concept is carried through media, including social media which is heavily monitored to increase positive brand awareness.
The multiple ethnicities of the 400 employees mean guest communication has become less problematic. Hotel X has used the Vision, mission and Values (VmV) to create a positive employee culture.
Hotel X holds multiple accreditations including; Best Hotel from New Zealand Scenic Tours, Studiosus Award, and World Travel Awards, the Innovation/Sustainability Award from NZ Hotel Conference, EarthCheck Silver Status [11] , and Qualmark Gold Status [12] .
(W)eaknesses
Hotel X in the upper CBD is a distance from city activities. While the hotel provides a shuttle around town, there is not the flexibility (or views) as a prime city location.
The classic rooms have yet to be updated These rooms are of the same size as executive rooms but the decor is dated and not up to the same 5 star standard as the other products provided.
The hotel does not provide car parks for employees or guests except for valet parking. The city location makes it is expensive to park in nearby buildings. Public transport is limited.
The processes in place for performance management are limited. Short term management is strong with recognition programs but the link is missing to annual reviews/promotions, future goals are not quantified.
Hotel X limits its market by not yet having wireless internet available throughout the hotel. Technology is an area that would improve guest satisfaction and productivity.
Conclusion

The summary of the SWOT analysis can be referred to in Appendix 12.

Hotel X, seeks high levels of growth and profitability. While the product, brand and people are strengths, there is an issue keeping services consistent without good performance management. Organizations now have the advantage of a 90 day trial period to maximize the job-person fit in the organization which should correlate to lower costs and higher profitability. The location of Hotel X will place a limitation on the growth of the organization.

The current products that the hotel provides are strengths. The 5 star quality of these products and services create value for guests. There are some weaknesses however with the decor of the Classic rooms, lack of car parking and limited use of technology. The hotel needs to remain on top of new innovations to ensure the products and services are continuously upgraded.

Hotel X has the opportunity of the growing BRIC market and the upcoming Rugby World Cup. It plans to service these growth opportunities while still maintaining a hold in the domestic markets as a buffer to the threat of the economy restricting international tourism.

The generic strategy that Hotel X should follow is differentiation. Already Hotel X has started to differentiate their product from the industry as supported by the strength of its accreditations and certifications. It is possible for Hotel X to differentiate not only through the strength of its products but also its people and the Vision, Mission and Values.

The strong brand and opportunity for recognition of corporate responsibility will allow Hotel X to develop a dominant position. The threat to this is the competitiveness of the industry difficulties with long-term contracts and the threat of a National Conference Centre.

Recommendations

These recommendations will focus on improving the weaknesses of Hotel X,

Performance management schemes for employees should be introduced to maintain 5 star standards, as services the hotel provides involve guest/employee interaction. Goals set to manage performance must be decided on jointly between organization and employee in order to empower colleagues. Special salary and wage reviews should be initiated as well as an incentive scheme based around achieving key performance indicators.

The classic room product needs to be redecorated to maintain product consistency to satisfy customer requirements.

Technology in particular, a hotel wide Wi-Fi system needs to be developed, to keep up with 5 star international standards.

Car parking needs to be addressed by negotiating with Wilson Parking to either take back the management of the car park or rent additional car parks. The extra car parks would have to satisfy the guest needs first.

Location is one weakness that cannot be changed so the best recommendation for this is to increase the areas the shuttle bus drives to and renegotiating the taxi contract so that fares are cheaper for guests going between the upper and lower CBD.

The hotel industry within the United Kingdom is a highly competitive market with many different hotel organisations, such as Tune Hotels, each trying to offer something unique, desirable and profitable. It is therefore important for organisations within this industry to remain constantly aware of the external factors that could potentially affect their performance and productivity. In this report I am going to identify and explain the key political, economical and socio-demographical factors that are currently having an effect upon the industry; these are three headings within a PESTLE analysis. PESTLE analysis is a tool that can aid organisations when making strategies by helping them understand the external environment in which they operate in the present and future (Renewal Associates, 2003). Once I have done this I will then draw upon my analysis and conclude with my thoughts and recommendations about the proposed UK expansion of Tune Hotels.

The UK Hotel Industry

As for most business organisations, it has been a tough time financially due to the recent global recession; however, according to an article on www.hotel-industry.co.uk, things are looking up for the hotel industry. ‘Despite the recession, the UK hotel industry is continuing to expand, with over 10,400 rooms opening in 2010 and a further 43,000 for the period 2011-2015.'(Hotel Construction, 2010). The article goes on to mention how consumers are simply opting for low-cost, budget branded hotels, such as Tunes, during this time of financial uncertainty.

Political Environment

The political environment is an area that business organisations need to monitor constantly as politics can be very unpredictable and influential at times. (Palmer, A. Hartley, B. 2006, P7-8) This is because governments have the power to introduce legislation and regulations that may have a profound effect on organisations. Whilst the UK is a relatively free market, the government will still keep a close on what is going on in the private sector to ensure that businesses are functioning within the best interests of the country.

These are just some of the political factors that may have an effect on the UK’s hotel industry:

* Digital Economy Act 2010 ‘ The Digital Economy Act 2010 is an act of parliament which was put in place mainly to decrease the amount of illegal file sharing and copyright infringements that currently takes place in today’s digital society. However this has been met by fierce criticism from establishments, such as hotels, that offer free Wi-Fi internet connections hot spots. If hotels guests break this law whilst using the hotel’s connection, then it is the hotel that is, ultimately, held responsible and consequently face the possibility of having their internet connection disabled by the service provider (Benson, P. 2010). This may put hotels in a sticky situation as they will have to decide whether or not to start charging for the convenience of internet connectivity; which could put potential customers off.

* New Immigration Policies ‘ New immigration policies from the coalition government have caused some concern for the UK hospitality industry. ‘Caps on immigration outside of the European Economic Area could neglect the issue of skills shortages in the UK’s hospitality sector’, claim the Recruitment and Employment Confederation, who go on to say: ‘Apart from operational roles such as chefs and bar staff, a shortage has been highlighted in management skills. Shortages in the UK market continue to exist with only 10 per cent of hotel managers and six per cent of restaurant and catering managers having qualifications at managerial level’ (Essentiallycatering.co.uk, 2010).

Economic Environment

* Crowded Market ‘ There is currently much competition for Tune in the UK’s budget hotel market at the moment, especially in London. Brands such as easyHotel, Travelodge and Premier Inn all offer a similar service to that of Tune Hotels, but at lower prices; and some of them offer extras such as towels within the room price. ‘Travelodge currently offers rooms at a promotional price of ’19 and, like the Premier Inn chain, their rooms are family-friendly and they provide most extras free of charge’, states Susannah Streeter (2010).

* Increase in UK tourism spending ‘ ‘The increase in UK visitors comes after the recession and the fall in sterling’s value against the euro and dollar deterred Britons from making overseas trips. As a result, spending by tourists in the city hit a record ‘10.5billion’ (Sri Carmichael, 2009). This is great news for the hotel industry.

* VAT Increase – As the coalition government start to act upon the UK’s budget deficit, the recent VAT increase from 17.5% to 20% will no doubt put more strain on the consumer’s disposable income and put more strain on people’s budgets. Lisa Francesca Nand (2011) states that the increase will discourage spending and deter UK-based guests and overseas visitors alike. However there are positives that can be drawn from this VAT increase for some businesses. Such increases will continue to divert customers away from ‘highly priced hotels with underutilised facilities’ as Mark Lankester suggested in the Tune Hotels Press Release (2010). People will be looking for cheaper ‘No frills’ accommodation such as Tune Hotels. The low cost, limited service business model has been a proven success over the past couple of years with in other industries organisations such as AirAsia, an affiliate company of Tune Hotels, boasting success.

Socio-Demographic Environment

* London 2012 Olympics ‘ The London 2012 Olympic Games have understandably been described as an ‘opportunity of a lifetime’ for the UK hospitality industry by hotel-industry.co.uk. The games will bring in an influx of people from all over the world to London which will undoubtedly mean increased demand for hotels. However I think that this will only bring limited custom for Tune Hotels; as the games are stretched out over a two week period, I think that the people who are staying in London for a couple of days will be more than happy with the service that Tune Hotels provide as a comfortable bed and a hot shower is all that most people require during a short hotel stay. On the other hand, I think long-stay visitors will be put off by the inability to budget under the ‘pay-as-you-use’ system operated by Tune Hotels.

* Location ‘ Location is very important within the hotel industry, even more so with the London 2012 Olympics around the corner. Hotels in London need to be close to transport links, attractions and other amenities in order to draw in a healthy numbers of customers as nobody wants a hotel too far away from their desired location. This is a potential problem for Tune Hotels and their proposed UK expansion as there could be some difficulty in finding appropriate sites for their ambitious figure of fifteen hotels in an already saturated market.

Recommendations and conclusion

All in all I think Tune Hotels have a fairly good chance of making the UK expansion a success with their low costing business model, particularly with the Olympics on the horizon and the increased demand for hotel accommodation in London that the games will generate. However, I think it would be wise for Tune to offer some kind of incentive or special Olympic package to potential guests during the games to lure them away from rival hotels; an all-inclusive option for the guests staying for longer periods, maybe?

However, I think fifteen hotels is a little ambitious in the competitive jungle of London and Mark Lankester should think about lowering his aspirations ever so slightly to and start talking about more realistic numbers like five or six. This would mean Tune could concentrate on having a smaller number of hotels in more desirable places as opposed to a large number of hotels in less sought after locations.

The expansion would also create a number of jobs for the people of the UK

In the last half of the twentieth century, the first location for gambling tourism was established in Nevada, U.S.A. The distinctive of this tourism is a combination of the peculiar geography of Nevadan region with the benefits of the federal system and their own individualistic esprit to form a prosperous economy. The development of the gambling industry became the main growth factor for Las Vegas and Reno until the present time. Underlying this new economy is the evolution of the tourist business, stimulated by the expansion of legalized gambling. After much ambivalence to social policy for the first seventy years, Nevada then led the way for the next fifty years in making acceptable, a business that was widely regarded elsewhere as socially improper (Hulse, 2004).

As the number of jurisdictions offering gambling tourism increases, both the response of potential tourists and the response of competing destinations will change. Gambling has long been recognized as a tourist attraction. Gambling first played a significant role at the spa resorts of the 18th and 19th centuries (Sethi, 1999). Members of the elite who frequented these resorts demanded amusements to occupy the time between treatments. The foundation of gambling amusements consist of food, socialization and games.

Las Vegas is the prime example of gambling tourism, where the central interest of gambling is surrounded with a host of tourist activities. To describe the growth of gambling tourism, it has been based on the elements of providing the activities in the same area where the gambling is located. Casinos and other gambling facilities are mainly treated as part of touristic entertainment culture and as products for promoting tourism (Cochrane, 2008). In particular, the explosive growth in gambling in Macau is based on the pent up demand for gambling outlets from the Mainland Chinese. Moreover, Singapore is the latest country announcing plans for the introduction of gambling tourism by the construction of a huge casino and associated gambling facilities (Conrady & Buck, 2008).

In their book “Tourism in Destination Community” Singh S., Timothy D. and Dowling R. (2003) outline that a typology of Tourism-Host Community Relationships. This typology is based on assessing the relationship that exists between tourism and the destination community. There are four possible theories are win-win, win-lose, lose-win and lose-lose. Gambling Tourism is categorized in lose-win. The reason for this is the community loses while tourism gains the benefits. The side effects of gaming or gambling are the fabric of communities both in physical terms of areas which are pulled down to make way for more casinos and also the increasing social problems such as addiction and crime. Conversely, tourism gains as all inclusive packages of gambling, entertainment, shopping and accommodation are offered to potential visitors.

This assessment will attempt to show the STEEP analysis of the current gambling tourism. Then it will look into a possible three scenarios with critically assessment based on time which is short, middle and long range future. Finally, the conclusion will explain stakeholder responses for sustainability of gambling tourism.

2. STEEP ANALYSIS
2.1. (S)ocial Impact

For many people, gambling could be lawful part of their leisure and recreation activities where most of them are becoming gamblers who have a responsible manner and enjoy gambling as entertainment (MCG, 2008). On the other hand, this kind of entertainment could be a cause of serious problems for themselves which impact on their families and the community. Regarding the social impact of gambling tourism, the activity often has been associated with organized crime, domestic violence, health problems and bankruptcy which may impact on both the local people and tourists from their addictive behaviors (Ivanova & Atanasova, 2009). From the negative perceptions of gambling tourism among local residents and tourists, they can be divided into the impact on individuals and the impact on relationships as follow (AIGR, 2001):

Impacts on individuals

The first impact is crime and health problems. Gambling is definitely vulnerable to crime, of which the major crimes might be fraud and money laundering and less major crimes could be cheating and begging. The range of crime can start from petty theft, shoplifting, forging signatures for financial gain, to robbery, embezzlement, misappropriation, drug trafficking, burglary to armed robbery. Loan shark lending has also been established as having a significant relationship with gambling related criminal activity such as physical harassment and violence being directed towards the gambler. For the health problems, gambling has been negatively associated with a variety of personal ailments such as depression, anxiety, suicide and general ill-health. For example, in 1999 Australian national client survey found the following results in relation to people with gambling problems as (AIGR, 2001):

95.6% suffered from depression;
57.8% seriously considered suicide due to gambling;
13.6% attempted suicide;
99% suffered from guilt due to gambling; and
97% had control problems, that is, they would ‘like to stop but can’t’.

Impacts on relationships

The second impact is the affects of problem gambling on interpersonal relationships with parents, children, partners, friends, work colleagues, and the general community. Some of the main difficulties problem gamblers have experienced in their inter-personal relationships are, not having enough time for family, the break-up of relationships, break-ups leading to be split-ups, losing contact with children, violent behavior due to gambling and family arguments over money.

2. 2. (T)echnological Impact

Technological developments in gambling are rapidly growing in prevalence around the world. The aim of the developments is to make it convenient to gamblers and easier to access betting games. Nowadays home gambling is preferable for gamblers. Due to the fact that there are several gambling technologies which offer more options, opportunities and temptations. The most distinctive would be online gambling on internet. The nature of cyberspace, has no geographic boundaries. Therefore a player can stay at home and conduct cross-border gambling with server who is located in other countries. The advent of online betting is to provide a variety of games such as blackjack, baccarat, and roulette as well as sports betting and to participate in lottery draws. Moreover, players can enter the virtual casino very easily by personal computers for leisure activities, prizes or money.

While gambling opportunities are expanding by internet technology, the effects may stimulate an increasing demand for gambling services. According to the Australian Institute of Criminology: Trends & Issues in Crime and Criminal Justice (1998) has identified that cyber betting reduce the income of location based gambling industries in terms of detrimental consequences for employment in hotels and clubs.

Another possibility, online gambling often occurs in an unregulated manner and effects the feeling of security for the players. However, there are increasing secure on-line financial transactions. Then again, the present trend of Internet betting is casino-style. As a result, many gambling operators are located in countries with relaxed or nonexistent gambling legislation and tax regulations such as Liechtenstein, Antigua, the Cook Islands and the Dominican Republic (Grant Chapman, 1998).

2.3. (E)conomic Impact

In every country that has gambling as a legal industry there are both positive and negative effects in the economic impact because the government gets revenue from the tourism, but they also have to take responsibility for the negative effects. For the positive impact, there is an increase in economic development, increase employment, tax revenues, and also increase the number of tourists who accept gambling has become their leisure activity. Governments have to support the development of the gambling industry as driven mainly because of economic need and the generated taxation revenues (Ivanova & Atanasova, 2009). Many countries have made gambling a legal industry because they can benefit from gambling which can be highly profitable. To point out that it creates employment, provides high revenues through generating additional taxation and leads to improvement in infrastructure are all positive effects of many countries that are supporting gambling tourism development (Pahor, n.d.). For example; in the case of Atlantic City, New Jersey, in the United States, the primary purpose of casino gaming was to redevelop the tourist and convention facilities and to improve the infrastructure and tourism capacity (Dunstan, 1997).

On the other hand, the negative effects that gambling is closely related to crime, social pathologies and social interruption which government has to respond to with all these effects (Pahor, n.d.). From all these reasons, they show why the heavy social and economic damages caused by the casinos should not be undervalued. For instance, the statistics from Nevada, whose economy is extremely dependent on the gambling industry, are alarming. It has the highest suicide rate in the USA, the highest accident rate (per mile driven) and also the highest rates of crime and school drop out (IVLV, 2010). The legality of the gambling industry and the growing access such as facilities in the current decade has also presented a significant health threat to the local population, mostly in the gambling addiction group.

The Australian Productivity Commission research found that the health and social costs of gambling can include (AIGR, 2001):

Financial costs (family debts and bankruptcy)
Effects on productivity and employment
Crime (theft, court cases and imprisonment)
Personal and family impacts (divorce and separation, depression and suicide)
Treatment costs.
2.4. (E)nvironmental Impact

It is essential to examine how the environment is influenced by the gambling sector. For creating a sustainable tourism gambling sector, it is necessary to begin close cooperation with the Environmental Planning Group (EPG). According to Roe, Leader-Williams & Dalal Clyton, “EPG is focused on environmental planning, resource management and utilization issues”. This organisation is oriented “on policy-making processes and strategic planning for sustainable development” (Roe, Leader-Williams & Dalan Clyton, 1997).

Moreover, the environment should be monitored continuously as the changes which may occur due to misuse of resources may lead to serious natural disasters (Miller and Twinning-Ward, p. 51).

There are famous gambling places in the world such as Nevada, Atlantic City and Monte Carlo. The last city is described by McMillen, 2005 as “a model for stimulating regional development which fuelled the proliferation of resort casinos throughout Europe” in the middle of 19th century. As gambling attracts wealthy people, it “provided a boost to the growth of tourism facilities and infrastructure” (McMillen, 2005, p. 243). Since that time the Rivera became a famous place for both rich Europeans and Americans to spend their holidays gambling. As an example the Casino de Monte Carlo became world famous and even “the most profitable casino” (McMillen, 2005, p. 243) in the whole of Europe.

Nevada is the most famous gambling place on the western coast in U.S.A., for example, casinos in Nevada offer “full-service resort style” holiday (Report to the Nevada Department of Human Resources, 2002, p.13). According to the California Research Bureau, 1995, it was the first city in USA where casino gambling was legalized. (Appendix 1)

In comparison with Nevada, Atlantic City is known as the gambling city on the American east coast. The gambling industry in Atlantic City had its inception in 1978 (Braunlich, 1996). This year went down in history as the “end of Nevada’s virtual monopoly of casino-style gambling” (Shonkwiller, 1993).

2.5. (P)olitical Impact

In terms of gambling in a reversal of American values, this refers to an ideology of hedonistic consumerism (McMillen, 1996). Therefore gambling tourism as a part of the tourists feelings should be independent of other recreational activities. However, the real gambling industry around the world is controlled by laws, regulations and policies in each destination. In the book “Gambling: Views from the Social Sciences” by Frey, James H. and Eadington (1984) has also identified that restrictions in gambling are created by laws, for the purpose of protecting the weak minority of compulsive gamblers, as well as, to limit the freedom of choice of the majority.

Furthermore the forms of gambling, for instance, lotteries, wagering on racing and charitable gambling are associated with the impacts of local markets, tourism and tourism development especially casino gambling (Pearce & Butler, 2002). Due to the fact that a casino operation is related with several national and state jurisdictions. In a part of the local community, gambling represents the ultimate in export-based activities such as appropriating local taxes from casino operators and the direct, indirect and induced impacts of local casino based expenditures. The division of national or government responsibilities also related with the import of tax income and re-exportation of the all negative externalities (Felsenstein & Freeman, 2002). These involve gamblers and the nation, for example, gambling induced-addiction, bankruptcy and reduced productivity.

Scenario Assortment
3.1. The Short Range Future (next 5 years)

The present society acceptance of gambling is a legitimate customer pursuit. In addition there are many newly increased technologies aimmed at bringing gambling into the home. As a result, the future of gambling becomes more localized and less tourist-oriented (Pearce & Butler, 1999).

3.1.1 The history of next generation technology

In the next 5 years, gambling, internet and touch screen television will be making a new modern world history for the next generation together (Hofex, 2008) which has developed from online gambling tourism and hi-technology facilities. Due to the fact that gambling as a popular leisure and recreation activity coupled with technology which is changing all the time, Interactive touch screen television (ItouchTV) is a convenient facility for betting activities from the comfort of both local communities and tourists places where there are hotels or airplanes. Wherever they are in the gambling tourism destination, Interactive touch screen TV gambling could allow gamblers to place bets by using their fingertip and also directly from their accounts accessed while playing in the casino. Interactive betting through this service is available for every debit and credit world wide accounts such as AMEX, Visa, Master Card and PayPal which account holders can also manage their account, deposit funds and check transaction history on ItouchTV (Commonwealth of Australia., 2009). ItouchTV will be developed in every types of interactive gambling include normal events like singing contests or the Oscars through digital pay television and digital free-to-air television service of these gambling destinations.

3.1.2 Critical Assessment for Sustainability

Combined with modern technology and sustainable tourism, it can be predicted that addictive behavior will develop for the next generation of gamblers. As gambling and hi-technology TV prepare for a shared future, the number of young gamblers will be increased rapidly because of the ability to access technology at their place easily whether they are local people or tourists. The future social problems will be over represented by gamblers who are under 30 years (Chapman, 1998) because this group of people are fascinated by computer technology and highly literate in its application. Although new modern gambling tourism will much more popular to the next generation of gamblers, it is a new challenge for the government and the private sectors to minimize harm from addictive behaviors and the future social results by offering service providers the abilities of self-exclusion or self-setting betting limits and set the regulation to control the future impact. Under the act, the effectiveness of regulation in the term of prevention and treatment program will be affected to the number of youth gamblers, social gambling impacts and high number of addictive behaviors which all of them have to be decreased.

3.2. The Middle Range Future (next 10 years)

To enhance a trend of gambling at home, the gambling industry needs to provide an innovation. This is the reason why there is a variety of new betting games development on the internet to satisfy different customer needs. Whereas gambling forms would not provide a novelty experience if the government had a monopoly ownership in the gambling industry.

3.2.1 Government Gambling versus Privatizing Gambling

At this point in time, there are many countries which have granted themselves a monopoly over the gambling marketplace. There are government monopolies of gambling operations and the quality of gambling tourism industry by limiting competitors and maintaining high prices. According to National Gambling Impact Study Commission (1999a) identified the government determines the level and type of competition to be permitted such as granting, amending, and revoking monopolies, and restricting or enhancing competition almost at will. These are also the keys determinants of various industries potential profits and losses. This paper agrees with this and believes consequently it is to limit entrants to a marketplace and new customers can be eliminated. Moreover, private enterprises with diminished competition have reduced incentives to offer a variety of gambling services. It may effect the quality of the products as well.

Generally, government-owned gambling operations maintain the objectives for the good of the public. It contrasts with regulations and the principle beneficiary of gambling activities. Due to the fact that the increased public demand also affects high social spending, this pressures governments to spend more of their budgets without increasing personal income taxes. Furthermore, the government would be responsible for the investment budgets of gambling business. While the gambling business is not always successful, so the government risks financial losses.

In addition, legalized gambling tourism should be conducted by the private sectors in the future. Because non-government firms have strong incentives to provide better services at reasonable prices. Therefore privatizations lead to better efficiency and the wider availability of products and services. If being unprofitable or closing business, investors ought to be responsible for all losses. In order for business ventures to operate at the expense of the taxplayers, companies must provide reasonably priced products to customers. Alternatively, government is not responsible for any risks of business operations.

3.2.2 Critical Assessment for Sustainability

It cannot be denied that government performance is a significant influence for gambling tourism sustainability. There are three possible ways to manage gambling industry. Firstly government may enforce more gambling prohibitions by policing and legislation. Secondly government may permit the operation of private social gambling and open to overseas investment. Thirdly government owns and operates gambling operations as public enterprises.

This paper believes public enterprises can enhance gambling industry efficiently in the next 10 years. Casinos in The United States, for example, are organized privatisation as public enterprises: owned by government and operated by the private sector such as casino gaming on ships, casinos on Indian reserves and a combination of destination and casinos which offer a variety of amenities including accommodations and entertainment (Basham & White, 2002).

The Long Range Future (next 20 years)

Nowadays space tourism is not science fiction any more but a luxury leisure activity for the wealthiest people on the planet. It is not only an expensive journey for so-called space tourists but also “an important new target for the space industry” (Collins, 2006). Collins, 2006 predicted that “at a growth rate of some 100,000 passengers per year, the business could reach 700,000 passengers per year by 2017, at a price of about $25,000 per a passenger”.

Taking into consideration the long-term scenario, 20 years from the present time, “tourism activities could have grown to a scale of $100 billion per year” which would create millions of job (Collins, 2006). Space tourism will play major role as this recreation activity will bring around “$1trillion greater than the value of continued taxpayer funding of space agencies’ activities without developing space tourism” (Collins, 2006). Thus, it is clearly seen the huge capacity for space tourism market.

Moreover, the long-term prediction is based on the assumption that gambling will work closely with space tourism industry. Commercial space passengers will have the opportunity to get access to gambling facilities while they are travelling in the cosmic expanse. Future aircrafts will be equipped with the most modern gambling machines and also there would be interactive connection with the Earth planet which will allow the opportunity to space tourists to bet on the races (as example) being held somewhere on the Earth.

This prediction is realistic as human nature has a “natural penchant to play, risk and competition” (Griffiths & Delfabbro, 2002, p.5) as well as gambling gives the opportunity to escape from the routine everyday life and take on a new role. In addition most of the wealthy people will always be looking for new kinds of entertainment, so they will be satisfied with the new gambling’s offer.

3.3.1. Critical Assessment for Sustainability

The major stakeholders such as space tourism association should create efficient sustainable tourism system which will guarantee the harmonious development of space tourism avoiding of severe abuse of space. Also innovations should be implemented gradually and consciously. There are should be no desire to get large revenue as the main goal for space tourism association must be sustainable space study.

The reason of organising space tours should be the opportunity to promote the space to the masses. Community should be more educated about space as space tourism may get people interested to learn more about that sector which is still unexplored.

Conclusion

In conclusion, gambling Tourism has a long history development since twentieth centuries. Although gambling is a public acceptance as recreational activities, but the effects of betting tourism are still controversial issues. The main dilemma of gambling can be analyzed into social, technology, economic, environment and political impacts.

Social problems affect both individuals and relationships, for instances, depression, suicide, losing contacts with friends and family. A part of technology analysis, globalization has a big influence of technology development. Gambling at home is a preferable trend of customers, which stress on internet or online betting. The consequence of cyber betting is to reduce the income of location based gambling industries in term of detrimental consequences for employment in hotels and clubs (McMillen, & Grabosky, 1998). Alternatively, gambling industry boosts the nation economy tax revenues, increasing amount of tourists and also provide a large numbers of jobs. This reason why government enlarge gambling services to be more attractive especially focusing on environment in term of location and atmosphere by gathering amenities, hotels and entertainment. While political impacts can restrict gamblers pursuits by policies and regulations. Because restrictions of gambling are created by laws for the purpose of protecting the weak minority of compulsive gamblers as well as limit the freedom of choice of the majority (Frey & Eadington, 1984).

According to STEEP analysis as above, three possible scenarios were predicted based on time which is consists of short, middle and long range future. The short term prediction believes the next 5 years tend is still home gambling. And also technology development on gaming is prevalence around the world namely Interactive Touch Screen Television (ItouchTV). People will gamble directly on television at home, hotel or airplane. As a result, the future of gambling becomes more localized and less tourist-oriented (Pearce & Butler, 1999). While a number of young gamblers are rising as well as social problems such as bankruptcy, depression and gambling addiction.

For the middle future assumption, privatizing gambling would be occurred in the next gambling industry. Due to the fact that the efficiency of private sectors can enhances this industry for sustainability. With novelty experiences of privatization offer difference services which satisfy more customer needs, comparing the former management of government monopolized gambling industry. In spite of this, organizing privatisation as public enterprises would be the next 10 years of betting tourism management which refers to owned by government and operated by the private sector.

A joint tourism between space and gambling is possibly exposed in the next 20 years. Due to a growth rate of space tourism prediction, it illustrates there are 100,000 passengers per year, the business could reach 700,000 passengers per year by 2017, at a price of about $25,000 per a passenger (Collins, 2006). Then again, the reason of interactive touch screen technology could provide a possibility of space gambling, for example, gambling in a rocket.

Over all, the distinctive stakeholder of gambling tourism is government. The reason of this is gambling industry is related with laws, regulations and policies directly. Furthermore, betting business is an ethical issue of individuals and society. Although there are many benefits of this tourism, but also there are several side effects especially social problems as above. This reasons why to do business in gambling tourism industry, will need to consider carefully.

List of References

Australian Institute for Gambling Research (AIGR). (2001). Social and economic impacts of gambling in New Zealand. Retrieved September 2, 2010, from www.aigr.uws.edu.au

Basham, P. and White, K. (2002). Gambling with Our Future?: The Costs and Benefits of Legalized Gambling. The Fraser Institute, Vancouver, CA

Braunlich, C. G. (1996). Lessons from the Atlantic City Casino Experience. Journal of travel research. 34(3). 46-56.

Chapman, G. S. (1998). Gambling and the internet – An Australian overview. Retrieved September 16, 2010, from http://www.aic.gov.au/events/aic%20upcoming%20events/1998/ ~/media/conferences/gambling/chapman.ashx

Cochrane, J. (2008). Asian Tourism: Growth and Change. Elsevier Ltd., Amsterdam, Netherland.

Collins, P. (2006). The Space Tourism Industry in 2030. Proceedings of Space 2000: The Seventh International Conference and Exposition on Engineering, Construction, Operations, and Business in Space.

Commonwealth of Australia. (2009). Digital Interactive TV. Retrieved September 16, 2010, from http://www.fahcsia.gov.au/sa/gamblingdrugs/pubs/review_trends/Documents/chap6.htm

Conrady, R. and Buck, M. (2008). Trends and Issues in Global Tourism. Springer, Verlag Berlin Heidelberg.

Dunstan, R. (1997). Gambling in California. RetrievedA September 1, 2010, from http://www.library.ca.gov/crb/97/03/crb97003.html#toc

Felsenstein, D. and Freeman, D. (2002). Chapter 6 Gambling on the Border: Casinos, Tourism development, and the prisoners’ Dilemma. Tourism in Frontier Areas. Lexington Books, Maryland, U.S.A.

Frey, J. H. and Eadington W. R. (1984). The Casino Gambling Industry: A Study of political Economy. Gambling: Views from the Social Sciences. Sage Publications, Beverly Hills, California.

Grant Chapman (1998). The Australian Institute for Gambling Research / Australian Institute of Criminology Conference on Gambling, Technology and Society. Home Gambling: An Australia Perspective. Retrieved August 9, 2010, from http://www.pc.gov.au/data/assets /pdf_file/0010/49582/sub023.pdf

Griffiths, M. and Delfabbro, P. (2002). The Biopsychosocial Approach to Gambling: Contextual Factors in Research and Clinical Interventions. The electronic journal of gambling issues.

Hofex, M. (2008). Gambling on TV with a little help from the internet. Retrieved September 16, 2010, from http://www.gamblingplanet.org/GP_editorial_200508a

Hulse, J. W. (2004). The Silver State: Nevada’s Heritage Reinterpreted. University of Nevada Press, Reno, Nevada.

Insider Viewpoint of Las Vegas (IVLV). (2010). Nevada Facts and Statistics. RetrievedA September 10, 2010, from http://www.insidervlv.com/didyouknow.html

Ivanova, A. and Atanasova, S. (2009). Gambling Tourism in Bulgaria. Retrieved September 1, 2010, from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1523211

McMillen, J. and Grabosky, P. (1998). Internet Gambling. Australian Institute of Criminology: Trends & Issues in Crime and Criminal Justice. 88, 1-6.

McMillen, J. (1996). Gambling Cultures: Studies in History and Interpretation. (1st ed.). Routledge, London.

McMillen, J. (2005). Gambling Cultures: studies in history and interpretation. From glamour to grid: the globalization of casinos, 240-246.

Miller, G. and Twining- Ward L. Monitoring as an Approach to Sustainable Tourism. Tourism Futures, 51-64.

Ministerial Council on Gambling (MCG). (2008). National Framework on Problem Gambling. Retrieved September 2, 2010, from www.facs.gov.au

National Gambling Impact Study Commission [NGISC]. (1999a). Executive Summary. U.S.A.

Pahor, M. (n.d.). The impact of gambling on social and economic environment in Nova Gorica.A RetrievedA September 1, 2010, from http://www.fuds.si/media/pdf/organizacija/ nova.gorica.pahor_.pdf

Pearce, D. G. and Butler, R. W. (1999). Contemporary Issues in Tourism Development. Routledge, Canada.

Pearce, D. G. and Butler, R.W. (2002). The Spread of Casinos and their Role in Tourism Development. Contemporary Issues in Tourism Development. Routledge, London and New York.

Report to the Nevada Department of Human Resources, 2002. Gambling and problem gambling in Nevada, 13-25.

Roe, D., Williams, N. and Dalan, C. B. (1997). Take only photographs leave only footprints. IIED Wildlife and Development Series, 10.

Sethi P. (1999). Tourism: The Next Generation. J.L. Kumar for Anmol Publications Pvt. Ltd., New Delhi.

Shonkwiler, J. C. (1993). Assessing the impact of Atlantic City casinos on Nevada gaming revenues. Atlantic Economic Journal, 21(2), 50-61.

Singh S., Timothy D. and Dowling R. (2003). Tourism in Destination Community. AMA DataSet Ltd, United Kingdom.

Periyar,Kerala

Periyar in Thekkady district of Kerala is famous only for one reason-it is home to one of the Zealously guarded and efficiently managed protected areas of India and one of 27 tiger reserves in India. Periyar is located in biodiversity hotspot of India ie.the Western Ghats in God?s Own Country, Kerala.It is home to rare, endemic and endangered flora and fauna.The biodiversity value of this national park can be understood from the fact that the park is home to 62 species of mammals, 320 species of birds, 45 species of reptiles, 27 species of amphibians, and 38 species of fishes.In last century a dam was built on the river falling in this area which led to the formation of a splendidly placed lake named Periyar lake of about 26 sq. km situated at the heart of the park.This lake is the water source of the park and it is the meeting place of all forms of wildlife and one easily comes across a herd of elephants playing in the water of the lake.Sprawled over an area of 777 Sq .km.,Periyar is one of the finest protected lands of India watered by two main rivers the Periyar and Pamba.

A large number of elephants estimating 900-1000 are found in this tiger reserve explaining the ecological significance of this vast landscape.Gaur, a rare mammal ,largest of bovines also found here.Periyar is an important tiger reserve with an estimated population of 35?40 tigers in the park area.The park supported a large number of other rare creatures namely Nilgiri marten an extremely rare and endemic bird,the great pied hornbill,160 species of butterflies,Striped necked mongoose,varieties of deer et al.

The periyar is different from most of other protected areas of India as on the pattern of protected areas of kenya.Periyar also has community oriented projects involving local people in the conservation and preservation of the park and adjoining areas. People oriented and park centered community based ecotourism are the main characteristic feature of Periyar Reserve which are operated by local people responsible for the surveillance of the vulnerable parts of the reserve.The revenue generated in these projects is spent on the development of these areas and bring the sense of responsibity amidst the local people who may otherwise consider the wild creatures as their enemies.This model of community participation should also be introduced in parks where it is possible. People who once made a living by illegal operations in the forests have become forest protectors and earn their livelihood through these programmes.If as a tourist you play any role here you also become a conservationist.A large number of programmes like nature walk,bamboo rafting,border hiking,jungle patrol,jungle inn,trekking etc are avaialable in the park territory.

Trekking in park area for instanceinvolves traversing diverse habitats falling in the trekking routes,generally 4 to 5 km. in length offering opportunity to see birds, butterflies and other wildlife.The trails often pass through evergreen and moist deciduous forests interspersed with marshy grasslands.It can be done twice a day morning and evening under the guidance of tribal guide.There are other similar nature programmes to inculcate the awareness among the visitors.Periyar is rich in medicinal plants having more than 350 species as medicinally important.The evergreen forests support the majority of the medicinal plants followed by moist deciduous forests and southern hilltop tropical evergreen forests.There are other facilities like Boat Cruises in the Periyar lake and is well known boating spot for tourists.It is unusual to see many animals from the boats, still you spot a family of elephants, Wild boar and Sambar deer by the water’s edge.There are other places like Cradomom Hills,Munnar,Kodaikanal,Madurai,Cumbum Valley.

Best Time to Visit Periyar

The best season to visit Periyar wildlife sanctuary is from the months of October and June.Most of the rainfall occurs during the southwest monsoon from June to September. The northeast monsoon impacts from October to December. There are some pre-monsoon showers from mid April.

How to reach
By Air

Nearest airport is Cochin at 200-kms and Madurai in Tamil Nadu at140-kms.Hire a taxi to reach periyar.

By Rail

Nearest railway line is Kottayam at 114-kms which has good road connection to periyar.

By Road

The nearest town from Periyar is Kumily,which is well connected by both state and private buses from Ernakulam and Madurai in Tamil Nadu and other main places.

Explain the unique characteristics that separate service businesses from other business the deal with tangible product.

Discuss what should a person prepares if he/she wants to become an hotelier.

Question 1

The hotel industry is also known as the service sector. The reception and entertainment of guests, visitors, or strangers with liberality and good will. Hospitality industry is a board of category about the service industry also including event planning, theme park, restaurant, lodging and also tourism industry. A hospitality unit such as a restaurant, hotel, or even an amusement park consists of many groups such as facility maintenance, direct operations management, marketing, and human resources. Therefore, hospitality industry also includes accounting, tradesman ship, computer services, restaurants, and tourism.To be a successful manager in the hospitality industry, you must exhibit many skills and command much specialized knowledge all directed toward achieving the managerial objectives such as make the guest feel welcomed, make sureproductsor serviceswork for the guest and make sure the operation continues to provide service and make a profit. Besides that, the hotel industry is a multibillion-dollar industry, mainly depends on the availability of leisure time and disposal income. Therefore, that hospitality industry also include service sector.

Answer

Hospitality industry has many characteristics such as intangible, perishable, inseparable, simultaneous, variable, shift work, graveyard shift and guest satisfaction.

Intangible servicecharacteristic in hospitality industry mean cannot see and touched but can felt. In addition, sales or service owned by the person, but it cannot be opened, from the service provider’s to service consumer. Example, a service only can be sold and owned by the person, but it cannot be opened, from the service provider’s service consumers. Sole proprietorship, provide services, can be entrusted to the service provider, you must generate and provide services in the different requirements of the authorized service consumers.

Perishable service characteristic in hospitality industry mean won’t last long and won’t experience the same experience. When this service has been fully rendered to the requesting service consumer irreversibly disappear, because it has been consumed by service consumers. For example, service resource allocation processes and systems to provide services within a certain period. When the service has really given to users of the service request, this particular service irreversibly vanishes as it was used by the service users.

Inseparable service means production, and from the customer’s experience. The indivisibility requirements, consumer service is to interact with its manufacturer to accept its benefits. Because someone must timely produce and the services provided by service providers is essential to provide services require service consumers. Performed automatically in many cases, but the service provider to provide the service must be prepared to allocate resources and systems, and active conditions and the ability to maintain appropriate services. Example, the service consumer must be sitting in the shops and hair stylist chair, or aircraft and seating, to the hairdresser or the pilot must in the same store or aircraft, respectively, to provide services.

Simultaneous service means the service is some kind of horse, and at the same time consumption. As long as the service requirements of service consumers, especially the service must start from scratch generated without any delay and friction and services, consumers’ instant consumption rendered interests, for the implementation of his upcoming events or tasks.Example, waiter in the restaurant, or the cashier at the bank, is an integral part of the services provided. The client also participates in a certain degree of service, and the service may affect the results. People can be part of the service itself; this could be a service marketing advantage.

Variable service is a service which means disposable generating, rendering, and consumption can never be accurately repeated time points, locations, and the case, under the conditions of the current configuration information and alocation of resources is different from the coming up delivery, even is the same kind of service to the same service consumer’s request. Example, Taxi service from his home to the opera, the consumers of transport services is different taxi service, transportation service consumers from opera to his home – another point in time, the other direction, might be another route, may be another taxi drivers cab.

Shift work in hospitality industry means an employment practice, use of, or the provision of services across, all 24 hours of the clock each day of the week. Shift work is the way hours of work are organized for an organization to operate outside regular hours. Different types of shifts includeshifts that rotate or change, shifts that are split apart by several hours, permanent shifts (day or night) and also changing shift lengths (8, 10 or 12 hours). There is few effect of shift work, for example, shift work can course such as digestive problems, including ulcers, stomach and intestinal problems reduce appetite, diabetes, epilepsy, asthma and depression. People need to sleep. Shift work can affect how much sleep and sleep, the kind you get. Sleep during the day and sleep at night is not deep or refresh. Shift workers time to sleep when the body’s natural activities gear. When you do not sleep, you might always feel tired.

Especially the night shift, night shift or third shift (3 shifts) means to change their work throughout the early morning, morning, and transfer to midnight to 08:00 or 23:00 to 07:00. Example, employee will make day shift and night shift in hotel when the time is alternative.

Guest satisfaction in hospitality industry means that the guest was satisfy with the service of the employee. Guest satisfaction depends on hotel service because guests have rising expectation for hotel, but their overall satisfaction with service. Guest can be satisfied hotel rates &hotel service.Example, guest feel satisfy with the service and what they expect to hotel.

Conclusion

At the end, as an employee must have a good service to any customer. Guests satisfywith the service and will be happy with the good service.The hotel industry will contributes employment and economic growth of the country. The government is very lenient regulatory and licensing of hotel, because the increase in the average daily rate of foreign tourists.

Question 2

The hoteliers mean a people who supervise or manage the hotel. He or she may be established owner, operating a hotel, the Chief Executive of the hotel’s location, or chain, or in the hotel’s general manager, the Chairman of the Board. Hotelier’s responsibility will vary according to how the word is applied. Who owns a hotel will be responsible for the care of all matters of common ownership of real estate, as well as the implementation of the ultimate liability for any and all taxes and appropriate compliance-run hotel building codes and local laws. The title hotelier Chief Executive will supervise the publicity and general business operations, and facilities responsible for the profitability of the owners or owners. Hotelier who is the Chairman of the Board will provide the current status of the communication line, investors and the owners of the hotel, and the hotel manager will provide oversight of a variety of functions, affect the day-to-day operation of the hotel.As a hotelier has responsible to handle each problems such as public relations, guest service, maintenance of facilities, reservation procedures, build relationship with customer and marketing. No matter what department you work in the hotel we also call hotelier. Depending on how the term is applied, the responsibilities of a hotelier of department is difference. A success hotelier must have good relationship with guest especially regular customer.

Answer

To be a successful hotelier in the hospitality industry you should be discipline, manners, good services, more experience, responsible and so on. As a hotelier has responsible to handle problems such as public relations, guest service, maintenance of facilities, reservation procedures, build relationship with customer and marketing. Hotel operators managing the property and, in some cases, they can also be the owner of the hotel. Hotel managers supervise other hotel, and they work long hours during peak travel and when events are scheduled at the hotel. They are often called upon to handle emergency situations and disputes. For good performance, hoteliers should have the skills required for the position.Therefore, as a good hotelier must be very discipline during working time. Besides that, to be a good hotelier also need to be responsible. It will show that you are good employee and good staff.

First of all you must make the guests feel welcome and also be friendly because it is manner. You must be discipline and good service in front of the guests. To be a good hotelier you should know what their guests want and are willing to go that extra mile to put them at ease.

Secondly, to be a good hotelier you should be hard working. Willing to work hard is always a plus point for a people who want to be successful hotel management line.Therefore, it is the opportunity to build a good relationship with the guest and enhance the reputation of hotel.

HOW TO BECOME A GOOD HOTELIER

The hotelier is a good diplomat, patience, tolerance, generosity and good intentions. A good hotel operator must have self-discipline staff, quick workers, and quick thinkers and always to help client and manager at all times.

Diplomat

Diplomat mean is a person who appointed by the national diplomacy with other countries or international organizations. Representation and protection of the people are the main functions of diplomats around the state and sent, as well as the promotion of information and friendly relations.As a diplomat can easily build an own relationship with the customer and day by day they will become a general customer of hotel.

Patience

Patience in hospitality industry means whatever the guest scold you, you cannot scold them back.Resistance state in difficult circumstances, this may mean that persist in the face of delay or provocation, no worries, anger, a negative exhibit patience when under pressure, particularly when faced with a long-term problem.

Tolerance

Toleration in hospitality industry means a person who tolerates something or somebody unpleasant. Toleration is meaning the practice deliberately allowing or permitting the things one does not agree. Many people are sometimes don’t know how to behave themselves and also don’t know show some respect to other people; so that’s why we have to be tolerate and patience. To be a hotelier everyday will face difference temper of guests, so as a hotelier should be tolerate and not to argue with them. Also, as a hotelier should give what they need to make them feel satisfy. Guests always are the right whatever happens so as a hotelier should be toleration and also patience.

Liberality

When employee facing any high demand guests, we should need to be liberality and keep smile to serve our customer until they satisfy with the service. Any guest that is high demand, we shouldn’t complain it because it will affect the whole hotel and will give a bad image and impression to the hotel. As a good hotelier must be professional during working time.

Good Will

Good will means willing to help each other when facing problem. Good will is one of the important things to any hotelier because it always reminds us to be helpful to our guests and also help them to solve problem. Front office staff is the first employee to serve the customer. So that why good will is very important to any front office staff.

Conclusion

It is not easy to become a hotelier, but it is not so difficult. It depends on how to treat customers, if you use your heart to your guests, they will feel. Most of the students have chosen the hotel management, because working in the service sector is very interesting and funny. Enterprise management is very useful for our future operations, but it is very boring, which is why I chose the hotel management. Another reason to select the hotel management, we can see so many different customers and increase our knowledge. When you have experience in the service industry, and then set the target a certain extent, the growing knowledge does not always stay in the same place, become one industry professionals. Peter Drucker pointed out that, today, the centre of our social productive forces, knowledge workers. In other words, knowledge is the key to success, do not know is equal. Unfortunately, remain forever in the failure. Thus, learning as an important part of our comprehensive preparatory work supervisor or manager career.