Should Hong Kong promote cultural tourism?

Topic

Should the Hong Kong government promote cultural tourism to sustain its tourism development?

Description

Cultural tourism aims to bolster the understanding of tourists regarding the history and lifestyles of the local community through tangible and intangible assets.

The report analyzes the views of tourists, benefits and problems brought by cultural tourism through questionnaire survey and interview to determine whether cultural tourism is sustainable and worth promoting in Hong Kong to attract tourists.

Related modules: Module 2 – Hong Kong Today

Module 6 – Energy Technology and the Environment

Background Information, Related Concepts and Relevant Knowledge

I was inspired by a Chinese video broadcast by the Radio Television Hong Kong on 13 Apr, 14, which concerns about the potential tourism development directions in the city[1]. Hong Kong has long been perceived as the ‘shopping paradise’. Apart from maintaining its fame on ‘shopping paradise’, should the Hong Kong government develop other types of tourism to diversify its tourism resources? Since Hong Kong has a remarkable blend of Chinese and Western culture, it is interesting and worth discussing whether the government should promote cultural tourism as an alternative to attract tourists to visit Hong Kong.

According to the World Tourism Organization (UNWTO), sustainable tourism focuses on the economic, social and environmental impacts brought by its development, which ensures no damage is done on the above aspects and the overall satisfaction of the tourists[2].

Hong Kong possesses a considerable amount of cultural capital and assets with high aesthetic and historical values. In terms of tangible cultural heritage, the Antiquities Authority has declared 108 monuments across the city up till now. In terms of intangible cultural heritage, in June 2014, the government issued the First Intangible Cultural Heritage Inventory of Hong Kong, which comprises of a total of 480 items. These reveal the abundance of cultural heritage and a potential for the development of cultural tourism in Hong Kong.

The government has been realizing the unique culture in Hong Kong and carrying out various measures and events to promote it. For instance, the Commissioner for Heritage’s Office of the Development Bureau organizes the Heritage Fiesta annually starting from 2011, in which declared monuments with a specific theme are open to the public and tourists. The Tourism Board also commences celebrations during each local festival, for example, the International Chinese New Year Night Parade and the Hong Kong Dragon Boat Carnival. Besides, under the Revitalising Historic Buildings Through Partnership Scheme of the Development Bureau, the Former Marine Police Headquarters was transformed into the ‘1881 Heritage’ in 2003 while the Old Tai O Police Station was converted into the Tai O Heritage Hotel in 2009. These policies and measures all aim to conserve cultural heritage and sustain the tourism development in Hong Kong. However, are these projects adequate? Should the Hong Kong government further promote cultural tourism in the territory?

To ensure the sustainability of the tourism development in Hong Kong, it is time to evaluate the current tourism resources. The economic, social and environmental effects brought by cultural tourism should be analyzed to determine whether cultural tourism is sustainable and can enchant tourists to visit Hong Kong.

Objectives/ Expected Outcomes (if any)

The enquiry aims to find out the

1) adequacy of development and promotion on cultural tourism in Hong Kong

2) benefits of cultural tourism (especially in the economic, social and environmental aspects)

3) problems of cultural tourism (especially in the economic, social and environmental aspects)

4) perspectives of tourists on the culture of Hong Kong

through questionnaire survey and interview to conclude whether cultural tourism is sustainable and worth promoting in Hong Kong to attract tourists.

Focus Questions

Major Concerns

Focus Questions

Adequacy of development and promotion on cultural tourism

What projects/measures have been carried out to develop and promote cultural tourism?

Benefits of cultural tourism

What are the benefits brought by cultural tourism?

Problems of cultural tourism

What may be the problems associated to cultural tourism?

Views of tourists

Can the unique culture of Hong Kong enchant more tourists to visit Hong Kong?

Tentative Enquiry Plan and Method(s)

Time (Month/Year)

Information to collect

Related focus questions

Method of data collection

Target groups

Foreseeable limitations

Suggested Solutions

Sep-Dec/14

Projects/

measures that have been carried out to promote cultural tourism

a‘

Literature review

Books, magazines, reports, newspaper, leaflets, web pages and video clips

Data may be outdated or irrelevant to the enquiry topic
The scope of the enquiry topic may be too broad to collect all the data needed
Some government documents may be difficult to access
Utilize resources and data from the Internet which are updated frequently, especially the webpages of government departments (e.g. Tourism Commission, Antiquities and Monuments Office)
Collect data from multiple perspectives

(e.g. search information from different search engines in the Internet, videos, recordings and academic journals can also be collected to diversify the types of data)

Sep-Dec/14

Benefits and problems of cultural tourism

a‘?, a‘?

Literature review

Jan/15

Benefits and problems of cultural tourism

a‘?, a‘?

Interview

(Structured interview)

(through email)

Professor Bob McKercher, School of Hotel & Tourism Management of the Hong Kong Polytechnic University

The interviewee may not be available due to lack of free time
Interview another professor in the same school
Possible interviewees:

1) Dr Barry Mak – Associate Professor

2)Dr Honggen Xiao – Associate Professor,

School of Hotel & Tourism Management of the Hong Kong Polytechnic University

Feb-May/15

Views of tourists

a‘?

Questionnaire survey (face-to-face)

Sampling method: convenience sampling

50 tourists

Difficult to survey tourists due to their unwillingness
The surveyed visitors may not be representative of all the tourists, leading to biased result
Conduct the questionnaire survey in multiple tourist attractions

(e.g. Avenue of Stars, Clock Tower, the Peak, etc.) and festivals

(e.g. Chinese New Year and Easter) which can meet a greater number of visitors from various countries

Time

Work to be done

Details

May-Jun/15

Results, data analysis and discussion

Analyze and interpret the data collected from questionnaire survey using charts and text and write the transcript for the interview

Jun-Jul/15

Draft for the final project

Finish the cover page, introduction, methodology, conclusion, reference and appendix

Jul/15

Finish the final project

Not applicable

Reflection

In this stage of work, I was enriched with the concept of ‘sustainable development’ and the understanding of ‘cultural tourism’ through searching second-hand data, which enables me to possess fundamental knowledge for further enquiry into my proposed topic.

During the literature review process, I realized the importance of multi-perspective thinking, which applies not only to the three aspects of sustainable development (economic, social and environmental perspectives) but also the data collection methods used. When I was finding out the definition of ‘sustainable tourism’, in order to obtain a more reliable and well-defined meaning, I tried several means in collecting the second-hand information. Not only did I browse the webpage of the World Tourism Organization but also borrowed tourism-related books from the public library. As the definitions in the books and the Internet were different, I had to integrate the meanings to supplement each other and get a more precise definition. Consequently, I learnt the limitation from the reliance on one single source and the significance of collecting data through multiple ways. This definitely influences my directions to conduct literature review in the future. Besides, my integration skill is also enhanced. I also came across some irrelevant sources and sometimes I had to assess the priorities of the examples when listing them in the background information. This further improves my analytical skill.

During the draft for the tentative enquiry plan, I was asked to envisage foreseeable limitations and difficulties when working on the study. This raises my awareness on a good planning and proper preparation in advance. After thinking of the limitations and difficulties, I was able to modify my plan and even provide possible solutions and back-up plans so as to heighten the feasibility and practicability of my suggested data collection methods. For instance, to find the most suitable and knowledgeable professor to be the interviewee, I did some research on the specialities of the professors in the School of Hotel & Tourism Management of the Hong Kong Polytechnic University and find out Professor Bob McKercher is specialized in cultural tourism. I also came up with a contingency plan when the professor is not available by recommending other possible interviewees. This reveals the benefits of early planning which will undoubtedly bring convenience to me when conducting the research.

During the proposal presentation and peer assessments, my interpersonal skills were also bolstered. I understand the importance of considering the precious advice from my classmates and teacher, and learn how to give practical suggestions to my classmates to fine-tune their proposals. These interpersonal and communication skills are crucial when working and cooperating with others in the future.

In the video broadcast by the Radio Television Hong Kong, Miss Chow, an author of tourism guidebooks, said, ’the most fantastic and attractive area in Hong Kong is about its culture and history.’[3] After this stage of work, I discover that there are an immense number of cultural heritage sites in Hong Kong which are unique and special. Through the conservation and revitalization of cultural heritage, the local citizens can retain their collective memories and learn the history of Hong Kong. Apart from the local community, should the foreign tourists also be given an opportunity to enjoy these spectacular cultural assets? Whether or not to promote cultural tourism, preservation of both tangible and intangible cultural heritage in Hong Kong is still vital so as to allow the succession and passing on of the unique culture of Hong Kong from generation to generation.

References

Books:

Cooper, C. (2012). Essentials of Tourism. England: Pearson Education Limited.

Fletcher, J., Fyall, A., Gilbert, D. & Wanhill, S. (2012). Tourism: Principles and Practice. England: Pearson Education Limited.

Websites:

Text:

Antiquities and Monuments Office. Declared Monuments in Hong Kong. Antiquities and Monuments Office. Retrieved from . Accessed 15 November 2014.

Cheung Kong (Holdings) Limited. 1881 Heritage. Retrieved from . Accessed 15 November 2014.

Commissioner for Heritage’s Office. Heritage Fiesta 2014. Conserve and Revitalise Hong Kong Heritage. Retrieved from . Accessed 15 November 2014.

Hong Kong Heritage Conservation Foundation Limited. Tai O Heritage Hotel. Retrieved from . Accessed 15 November 2014.

Hong Kong Heritage Museum. Inventory. Hong Kong Heritage Museum. Retrieved from . Accessed 15 November 2014.

Hong Kong Tourism Board. Discover Hong Kong. Retrieved from < http://www.discoverhongkong.com/eng/index.jsp>. Accessed 15 November 2014.

Pescod, D. Cultural and Heritage Tourism in Hong Kong. Tourism Commission. Retrieved from. Accessed 15 November 2014.

The UNWTO World Tourism Organization. Definition. Sustainable Development of Tourism. Retrieved from . Accessed 15 November 2014.

Video clips:

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1

Cultural Tourism in Egypt: An analysis

Introduction

Cultural tourism can be considered the most fascinating type of sightseeing as it is the witnessing of the real elements which have contributed in making a country the way it is in the present day. It gives the newcomers to a country an opportunity to have a profound insight of the true nexus of the nation which consists of its heritage, traditions, history and the relics and buildings which are the living reminders of that country’s forefathers and their deeds.

Experiencing a country’s heritage is a unique experience in itself and a tourist is bound to get a completely new and interesting perspective if their tour is planned in a way which includes the visiting of attractions and places which reflect culture and values of the inhabitants rather than the usual trips to the best shopping malls.

Apart from the entertainment factor, cultural tourism can serve as an extremely informative eye opener for a tourist as they encounter indigenous people with customs and lifestyles that were beyond their imagination before and come across strange and amazing architecture which seems impossible to be formed out of human hands. Cultural tourism makes one realize the grandeur and diversity of the world and develops a stronger appreciation of their own traditions and ethnicity and the fact that how important they are in order to define one’s true roots.

Moving on from the individual development factor of cultural tourism it is also very beneficial for the development of a country’s economy too. In the recent years it has become an increasingly popular sector in tourism industry throughout the world and countries are financially strengthened by it. It helps create more employment opportunities, promotion and advancement of the local industries, an increase in the overall income of the country and provides the resources to maintain and protect the traditional and historical treasures of the country (Ibrahim, 2011).

Cultural Tourism in Egypt

Egyptians are a very ancient and culturally rich civilization and demonstrates it proudly through the astounding architecture, relics and artifacts that are dotted all over the country. The country has gone through various eras of cultural evolution as it passed from one set of administrators to another starting from the rule of Pharaohs to Greco-Roman period in 332 B.C to the byzantine period and ultimately the Islamic conquest of Egypt in A.D 624.

This makes Egypt an ideal place for cultural tourism as it has no end of attractions and history for the tourists to enjoy and the traditions of its people are still a living breathing reality which is waiting to be unearthed and experienced. To classify the expansive amount of tourist attractions in Egypt it would be appropriate to narrow them down to two categories: tangible assets and intangible assets.

Classification of the Tourist Assets

Tangible Assets

Tangible assets are, as apparent from the term tangible, those assets which one can be “touched” or to put it more appropriately, physically exist. When speaking of the physical assets of Egypt’s tourist attractions that would include the historical buildings, ruins, museums, religious structures, ancient cities, opera houses and the typical traditional markets or bazaars that are still held in the exact same way that they have been since thousands of years in the past.

The mighty pyramids of Giza, Valley of the Kings, temples and mosques, the Sphinx and Abu Simbel are renowned symbols of Egypt’s history. The ancient cities including Alexandria and Thebes are bursting with sites like the underground library of Alexandria, temple of the sun god Amun Ra, sanctuaries of Karnak, Museum of Egyptian antiquities and much more. Millions of tourists are frequent visitors to these sites each year for both entertainment and academic purposes and this makes these ancient relics the most valuable asset of the tourism industry of the country.

Intangible Assets

These are the exact opposite of tangible assets. Though these assets do not have a physical form they still play an important role in influencing the cultural promotion of the country. The intangible assets of Egypt are its traditions, rituals, centuries old religious beliefs and the knowledge and skills of its people.

Egyptian traditions are a mixture of Arabian, Turkish and European countries as the forefathers of the civilization belonged or had travelled to different places around the world and brought back several beliefs and practices with them. But mainly the country is embedded in the rich and colorful culture of Middle East due to its geographical location (Jansen-Verbeke et al, 2010).

The native tongue is Arabic and only six percent of the population are followers of Christianity while the majority is of Muslims. It is interesting for tourists to explore the festivities and ceremonies, taste the traditional foods, admire the vibrant patterns that are common in clothing in the Arabic world and purchase the extremely beautiful and intricately designed handicrafts which are available in the local bazaars. These are all the intangible assets of Egypt’s tourism industry because the visitors are attracted by them and eager to observe and personally experience these activities or to buy these artifacts, which is profitable to the native public and on a larger scale is financially advantageous for the country.

Attractions

There is an abundance of historical places and culturally relevant places in Egypt and it is extremely difficult to just select a few for description here as each attraction has a more fascinating background than the last. However as it is necessary to limit the number of attractions that need to be mentioned, the chosen few which are being presented will be the most popular and worth experiencing and seeing when touring the country.

The pyramids of Giza: The awe inspiring conical resting places of the ancient kings are something which is inseparable from the concept of Egypt. It used to be one of the Seven Wonders of the World and was finished building around 2560 BC by the Pharaoh Khufu. Situated outside Cairo the three largest pyramids belong to the Pharaohs Menkaure, Khafu and Khafre the father, son and grandson. These are surrounded by smaller tombs of their female family members and the mastabas or trapezoid shaped tombs of other relatives. The impressive and terrifying figure of the Sphinx is also a part of this collection which poses as guard to the entrance of the pyramid of Khafre.

Temple of Luxor: The beautiful temple is erected close to the banks of the mighty River Nile and stands in the midst of modern architecture of the city of Luxor. The temple of Luxor was built in about 1400 BC when Rameses II and Amenhotep III ruled and was in dedication to the gods Khonsu and Amun Ra and the godess Mut.

During the period of its prime the temple was the location where the Opet or late summer festival was celebrated. An annual banquet was held in which there was a large procession of religious priests who brought in the ceremonial representation of the God Amun Ra on a boat across the Nile and the god was then supposed to be reunited each year with the goddess Mut.The temple is excessively enormous in size and has several huge monumental entrance ways that are approximately seventy yards long and are flanked by obelisks and humongous statues.

The mosque of Ahmed Ibn Tulun

The Ibn Tulun is an expansive and beautiful structure. The mosque was built in 879 AD by Ahmed Ibn Tulun the founder of the Tulunid Empire of Egypt. The mosque was created out of mud bricks and occupies about 304,812 square feet of land. It comes third on this list of world’s largest mosques. It is also one of the most ancient mosques in Egypt which is still in its original shape after all the years.

An enclosure surrounds the mosque from three sides and there are also little courtyards that are called ziyadas which were created for the purpose of providing privacy and to separate the sacred worshipping space from the world outside. These are bordered by tall archways and broad pillars that are decorated by elaborately carved motifs. The mosque’s minaret is a thing of beauty itself and features a spiral staircase and has three floors each of which are of different shapes.

The library of Alexandria: The building of the library is itself not a marvel built by ancient Egypt architects as it is structure that was erected in modern times but that does not lower its importance as a historical tourist spot as it houses the most classical antique volumes which range back to the third century and were originally maintained and managed by the Ptolemy family.

It is considered the most expansive and complete library of its era and the collections consist of more than seventy thousand scrolls. The library has performed the role of being the sourceof information for the great philosophical thinkers and literary individuals who have helped shaping the whole world. The library of Alexandria is the precise spot where the circumference of planet earth was measured by Eratosthenes, the Julian Calendar was designed by the help of Julias Caesar and the theories of geometry were established by Euclid.

The original building of the library was destroyed during the Civil War that happened in the third century. The government had a new structure built in 2002 close to the site which was occupied by the old library building. The present day Bibliotheca Alexandria has eleven cascading floors and an Egyptian antiques museum is situated in its basement.

Evaluation of the Attractions

The pyramids of Giza are a legendary landmark of Egypt and emanate the true culture of the country and how it survived the tyrannical reign of the pharaohs who although were promoters of great architecture and aesthetic values but all at the expense of their subjects and the poverty stricken slave society. The pyramids are the one of the major tourist attractions of Egypt and draw millions of tourists each year. They are usually included in the main sightseeing points that are sure to be visited by tourists when travelling through Egypt (Ibrahim, 2011) .

Revenue gained from tourism (De Lapp, 2011)

However the thing that is disappointing to most tourists is that there are certain very strict rules upon visiting the pyramids. The large pyramids are completely closed for tours commonly and at times when they are open the visitor count is limited to only 150. The best way to buy a ticket without any hassle is to get it during early morning.

Also the pyramids can prove very difficult to climb once the visitors are inside. These problems need to be maintained and efficiently managed in order to raise even higher the amount of tourists that come to see the site.

Luxor as a city which has both modern and historical architectures is also magnet for both kinds of tourists, the ones who are more interested in visiting the present day malls and entertainment centers and the ones who are most interested in viewing the ancient side of the city and relishing in the glory of its past (De Lapp, 2011).

The mosque is also among the favorite of tourists who want to be culturally informed as it reflects the ancient history of the Islamic empire and the artistic minds of the ancient architects which built the mosque so innovatively and according to an organized and well managed plan.

The Library of Alexandria does not lose its charm either even if it is a relatively new building because underneath its roof is the hub of all the culture, belief and evolution of the Egyptian civilization in the form of its millions of dusty volumes and scrolls (De Lapp, 2011).

All these attractions and more are what make up the cultural tourism industry of Egypt. Currently cultural tourism represents almost 30 percent of the Egyptian GDP and nineteen percent of Egypt’s total revenue gained from foreign currency.

(De Lapp, 2011)

Conclusion

Cultural tourism is an important sector relating to the economical growth of Egypt and has an influential role in the increase of employment, heritage preservation and strengthening the financial background of the country.

Due to these factors the ministry of tourism has formed a plan to broaden the capacity of the local tourism industry and to become competitive on a global level in order to increase its shares in the global market and to attract even more tourists to Egyptian cultural heritage.

Egypt is already a country steeped with history and diversifying cultures and there will always be room and scope for newer innovations regarding tourism and tourist attraction. Its vast number of attractions can be improved and managed better in order to continue drawing more tourists each year.

References

DeLapp, K. M. (2011). Ancient Egypt as Europe’s’ Intimate Stranger’.At the Interface/Probing the Boundaries,77. http://www.inter-disciplinary.net/wp-content/uploads/2009/08/delapppaper.pdf

Ibrahim, M. A. (2011). The determinants of international tourism demand for Egypt: panel data evidence.European Journal of Economics, Finance and Administrative Sciences,30, 50-58. http://www.researchgate.net/publication/220159244_The_Determinants_of_International_Tourism_Demand_for_Egypt/file/8d1c84f871201514f5.pdf

Ibrahim, Z. (2009). Tourism development and the environment on the Egyptian red sea coast https://uwspace.uwaterloo.ca/bitstream/handle/10012/4268/Ibrahim_Zainub.pdf?sequence=1

Jansen-Verbeke, M., & McKercher, B. (2010). 15 The tourism destiny of World Heritage cultural sites.Edited by Douglas G. Pearce and Richard W. Butler, 190. http://macbride.org.uk/Goodfellow/archive/202027May.pdf#page=202

Cultural Impacts Of Tourism In Mumbai

What is culture? Lederach (1995) defines culture as “the shared knowledge and schemes created by a set of people for perceiving, interpreting, expressing, and responding to the social realities around them.” When we think of culture, commonly we think traditions, food, language, clothes, religion and behavior. These traits can change over time if and when a particular place adapts or incorporates the culture of another. This can either have a positive or negative effect on the culture of that place.

Mumbai is located on the Salsette Island which lies at the mouth of Ulhas River off the western coast of Maharashtra India in the coastal region known as the Konkan. Mumbai is classified as a metropolis of India, under the jurisdiction of the Brihan Mumbai Municipal Corporation. It consists of two distinct regions, the Mumbai City District and Mumbai Suburban District. The city region is also commonly referred to as the Island City by most media publications.

There are many kinds of dishes that are native to the state of Maharashtra. Many of which are available in roadside fast food. Other popular cuisines include Lebanese, Korean, Thai, Italian, Mexican and Chinese. Mumbai is one of the most liberal cities in India, embracing concepts that would be considered taboo in other parts of the country. Mumbai’s culture has been heavily influenced by western culture which gives many tourists familiarity. Some could argue that Mumbai has already lost a lot of its culture to cosmopolitan culture.

Climate in Mumbai is warm and humid. There are four seasons the city experiences. During the months of December to February, cool weather exists from December to February and hot weather from March to May. The monsoon season lasts from June to September and is followed by the post-monsoon season, which lasts through October and November, when the weather is again hot. Monthly temperatures vary from 91 degrees in May to 67 degrees Fahrenheit in January. Annual rainfall is about 70 inches with an average of 24 occurring in July alone.

Before tourism development, Mumbai (formerly Bombay) was originally a group of seven islands on the Konkan coastline, occupied by Koli fishermen. It wasn’t until Sultan Muhamed Begada took over the islands, where Mumbai was colonized by the Hindus. A Portuguese traveler named Vasco da Gama was the first person to explore the route to Mumbai which led to the discovery of the islands and the attack by the Portuguese to capture the islands in 1534.

The Portuguese built a parish, several forts and churches, but realized there was no value in them. In 1661, Catherine of Braganza, sister of the Portuguese King, offered these islands as a gift to Charles II of England. Having no use for the islands, Charles II leased them to the British East India Company in 1661. This was the beginning of British rule. This trading company built docks, trading posts, and forts because of its strategic location.

Mumbai developed into an important trading post. Governer Gerald Aungier persuaded businessmen from all over the country to come and settle in Mumbai. Mumbai developed into a major commercial center. In the 18th century, population increased significantly and by the 19th century there was construction of buildings, monuments, railway stations, offices, banks. With the introduction of the Great Indian Peninsular Railways, the city received an improved means of transportation.

After India’s independence from British rule in 1947, India was restructured into Bombay state. In 1960 when, Maharashtra state came to existence, Bombay, now Mumbai became the capital.

There are positive effects tourism can have on a destination. One example would be the host communities’ residents sharing their culture in addition to those visiting the communities. Other benefits may include the host may include community pride, tolerance and a stronger sense of ethnic identity (Velachis, 2010). The other positive effects of tourism are the cultural exchange, the resurgence of local traditions, and an enhanced image for the community.

The perception of India to westerners is of an exotic destination. Then there negative images still associated with it such as poverty, poor health, sanitation, and inferior infrastructure (Jafari, 2000). Tourism in Mumbai would have a positive effect on the community as it would break the stereotypical perception of India. Mumbai is the definition of urban India. It can be said that Mumbai the New York of India, as it is the city that never sleeps with its residents leading a fast-paced life and high rise structures.

The involvement of the local communities is an important factor for visitor satisfaction. The hosts for tourism are the local community and they participate directly in the tourism experience, helping to define the sense of place and atmosphere of regions (Arzeni, 2009). The support of the local community is essential in developing cultural experiences for tourists. Ever since the success of the film, Slumdog Millionaire, slum tourism has been a growing attraction in India. The Dharavi slum, located in Mumbai, is the largest slum in Asia. This Slumdog setting is what grew people’s curiosity. Slum tourism can have a positive impact by introducing the positive side of the slums and dispelling the negative. Besides the obvious economic benefits it brings, it can give tourists some insight to their lives and create awareness of the situation. Despite the poverty and its bleak appearance, the people living in these slums are hard working with a strong spirit and sense of community (Ward, 2010). It can change the preconceived notion they may have had about these slums.

It can be seen as a positive that there is a combination of Mumbai culture as well as Western culture. Many locals in Mumbai celebrate both these culture. Many festivals held in Mumbai allow tourists to have a look into the Mumbai culture because they are able to celebrate along with the locals while at the same time interacting with them. This mutual relation encourages a cross-cultural communication that can support understanding between the host and guests (Valachis, 2009). Residents alike are educated about the world outside without leaving their homes, while visitors learn considerably about a unique culture.

Another positive outcome that tourism brings is to Mumbai’s economy. The entire country of India is dependent on tourism, as tourism is its largest service industry. Tourism in Mumbai has served as a tool for income and employment generation, lessoning poverty and sustainable human development. It contributes 6.23% to the national GDP and 8.78% of the total employment in India (Tourism Statistics, 2008). Business tourism is quickly growing and according to the World Travel and Tourism Council, an international tourism trade organization, Indian business tourism will contribute over $14.2 billion to the economy in 2011. Not only does this benefit the economy, it will allow business traveler a glimpse of Mumbai’s culture and give the opportunity to explore diverse activities in juxtaposition to their business agendas.

The common impacts in the destination occur from the tourist activities. These impacts include the revitalization or commoditization, the commercialization of traditional cultures, the loss of cultural authenticity, the destruction of the heritage and historical sites by the swarming of tourists.

It can be argued that one of the strongest signs of such impacts is the loss of native language as a result of an invasion of tourist languages (Velachis, 2009). The official language of the city of Mumbai is Marathi with only 42% of the population who are fluent. Other than Hindi being one of the major languages in Mumbai, English in prevalent. As business tourism in India increases, English is widely spoken in commercial communication and the professional workforce (Fulton, 2009). With the major languages of Hindi and English, Bombay Hindi was developed, a pidgin that is widely spoken in Mumbai incorporating Marathi, Hindi and English. The changes in language, has been associated in addition to changes in attitudes and behavior.

Other harmful impacts tourism can create are to its attractions. The central aspect as to why people travel. The Girgaum Chowpatty is one of the most famous public beaches and one of the oldest beaches in Mumbai. With the many hotels nearby, Chowpatty draws a great number of tourists. Residents of Babulnath which faces Chowpatty, fear that the heritage, sanctity and aesthetics of the area will be flawed (Thanawala, 2006). Another attraction that is in danger is the Elephanta Caves, which was declared a World Heritage Site by UNESCO. Elephanta’s close proximity to Mumbai and international reputation as a masterpiece has come at an unsustainable level of tourism (Mink, 2009). There has been little effort at preserving the statues and poor crowd control conducted by the authorities. As a result, the already damaged sculptures are in danger of further degradation.

According to Mathieson and Wall (1982), one of the major impacts on culture destination is the conversion of the material and non-material structures of local culture, which are called revitalization or commoditization. The Mumbai Tourism Development Corporation has created numerous amounts of festivals specifically to promote tourism in the city. A number of cultural activities including, dance and music recitals are held during these festivities in order for tourists to be able to observe the culture of Mumbai. Tourism can turn local cultures into commodities when religious rituals, traditional ethnic rites and festivals are reduced and to match to tourist expectations.

When tourists acquire a vacation as a package, they also purchase culture as a package. Despite how ancient or composite the destination culture is, it is lessoned to a few recognizable distinctiveness. Examples such as arts and crafts, dance, music, buildings and festivals or ceremonies are promoted as a commodity (Mathieson and Wall, 1982). The Elephanta Festival in Mumbai is a cultural festival created to honor and commemorate Indian dance, sculpture and art. It is a major attraction for locals as well as the neighboring city. What is suppose to a be tribute to classical performers and an initiative to popularize Indian classical dance and heritage art form found its main purpose in trying to promote tourism in the state, as it was organized by the Maharashtra Tourism Development Corporation.

Another negative impact that tourism creates in the culture of a destination is that the put the desires and interest of the tourist without regard to the locals who may have had families and friends that were killed. This was another way for the city to make profit. A tragic event occurred on November 26, 2008 when the terrorist attacks destroyed monuments and injured and killed hundreds of people. This event struck a new found “terror tourism.” (Shatterjee, 2008). Travelers congregate to the monuments of the Taj hotel, Gateway of India, Cama hospital and Nariman house, which were under terror attacks. Visible bullet marks on walls, windows and roofs, damaged regions and reinstated structures. There has been an increase of local tourists and foreign travelers to Mumbai because of this terror tourism. There are even tour guides and agencies that will give detailed descriptions on the events and show the various places that were under the siege.

Although this terror tourism brought the in a set of tourist, it can’t be denied the impact it had on India’s tourism industry. Not only did the attack affect leisure travel to Mumbai, it rippled through the entire country with cancellations of hotel bookings. Business travel has also affected the business tourism as many companies have asked employees to restrict travel to India. The wake of this attack has undoubtedly impacted this destination negatively.

While retaining the traditional image of cultural tourism in India, diversification of the tourism product would continue, mainly in the fields of leisure, adventure and convention, thus responding to the changing consumer needs (Menon, 1993). Mumbai blends old traditions with new and modern culture. Mumbai is known as the business and entertainment capital and known for the exciting nightlife one can experience, but not for the historic monuments. Little effort was made in preserving the few monuments they already had. If tourists were looking for the old India, it would deter tourists to visit other parts of India, which could hurt the image of Mumbai for being too commercialized. Mumbai is at the point of standardization. This means the process of fulfilling tourists desires (Arzeni, 2009). The landscape, accommodation, food and drinks, etc., must meet the tourists’ desire for the new and unfamiliar, they must at the same time not be too new or odd because very little tourists actually want to see completely new things.

Aurangabad, another city in the state of Maharashtra was named the Tourism capital of Maharashtra. Like many other cities in Maharashtra, it is part of the urban sprawl that includes, Mumbai, Pune, Nashik and Nagpur. Unlike Mumbai which has few historic sites, Aurangabad has is tourist hub surrounded by many historical monuments and caves some of which are UNESCO heritage sites. This could create competition for Mumbai who is constantly finding ways to boost tourism in the city. Recently, Mumbai has introduced ‘fort tourism’ (Buch, 2011). These forts will be able to attract more tourists, but have been poorly preserved and rather than being restored have been tampered with. Tourists want to be introduced to new culture. The culture of Aurangabad is still very much intact, contrast Mumbai who culture is deeply blended with western culture.

The city of Mumbai has done a poor job at trying to preserve the few monuments they already have. These monuments are a part of their heritage, but they make it seem they no longer have any pride in their own culture. This could also be said about the food in Mumbai. As mentioned earlier, Mumbai offers cuisines from all over the world, with Chinese being most prevalent. According to the Travel Industry Association of America and the National Restaurant Association (2008), food is central to deciding vacation destinations for at least 25% of leisure travelers. Mumbai has not made any effort to promote their food, which is an aspect of their culture.

The state of Kerala, located in southwestern India could also create competition. Tourist looking for sun, sea, and sand can find it in this state. Kerala was named by National Geographic Traveler as one of the Ten Paradises of the World. Mumbai does offer sun, sea and sand from its famous Juhu Beach and Chowpatty. Unfortunately, because of the severely polluted water, it is advised not to swim. Other than being a paradise, what makes Kerala unique is its ecotourism incentives, which it is well known for. Eco-friendly places can be a deciding factor as to why people would choose one place over another. Mumbai has become the new pollution capital with the rapid population growth and increase in number of automobiles. What may make Kerala more desirable is its unique culture, as it managed to remain organic and rich in its heritage.

In many destinations, the ‘cultural industries’ have been recognized as having an important relationship with tourism. As tourism gradually shifts away from its prior attraction of landscapes and natural resources, tourists are becoming more interested with the symbolic and sensory consumption of images and ideas associated with particular destinations (Arzeni, 2009). An example would be Bollywood, or the Hindi cinema. It has become a major part of Mumbai culture. Like Hollywood is associated with L.A., Bollywood is associated with Mumbai. Mumbai is the largest film producer of Hindi film. Tour companies now offer Bollywood tour packages, which offer tours around Film City and in the studios, as well as the residents of Bollywood actors. It is not a historic site, nor is it monumental, but it is one of the most popular attractions in Mumbai.

People want to go to destinations that are linked with particular famous people, events, and they want to experience the sights and sounds. (Arzeni, 2009). Though not traditionally part of Indian culture and not found in other parts of India, Mumbai is known for its vibrant nightlife. A typical night out would be exploring one of the many bars and clubs the city has to offer. This is just another example of how a host community fulfilled the tourist desire of familiar facilities. The fact that tourists just want a quick glance of the local atmosphere, a brief look at local life, and no awareness or even interest creates a loss in authenticity which means adapting to the taste to the tourists needs and not taking the time to truly understand the locals and their culture.

Culture has been defined in a number of ways, but to simply put it, it is the learned and shared behavior of a community of interacting human beings. When tourists arrive to a destination, they bring their culture which is then learned and shared by the host communities. Though there is no doubt that culture and tourism are related, it can strengthen the attractiveness and competitiveness of a place and the same time hurt it. Mumbai is continually finding ways to promote tourism to their city although they have already established themselves as a popular tourist destination for both leisure and business travelers. What started out as seven islands occupied by Koli fisherman, has developed into the one of the largest and richest metropolitans in the world. Tourism is one of the largest and fastest growing global tourism markets and countries that are dependent upon it will find ways to attract tourists, even if it means altering their culture to fit the needs of the tourist. We see how negatively tourism can affect the culture of one’s community, but it also has its positive aspect. Interaction with the local community can change their perception about the place they had before, dispel any negative stereotypes and are able to learn something about another culture.

Cultural Heritage Tourism In India Tourism Essay

Heritage is property of the world. It has important evidences of past incidents and changes and it is the necessity to conserve without political involvement and racial discrimination (UNESCO, 2004). So far Graham et al. (2000, p40) suggested Heritage is tremendously concerned in the construction and legitimating of collective constructs of uniqueness, such as group, gender, religion, civilization and nationalism.

When we talk about the relation of heritage into tourism industry, at first, holy cities such as Rome are acknowledged as a highly multifunctional and even ‘multi heritage’ place, as a result, the heritage attractions positively become the feature of Italy for tourist. To manifest the implication of heritage is consequently the key point of managing a heritage sites.

As cultural heritage tourism is mostly dependant on the history, the events of the past has abundant evidence that how the past travels had been changing the entire pages of each century and affected our past life. Much of it is also passed on form age to age occasionally in the form in which it actually happened but more often as “myth or fable”. In whichever form it is of prime importance to a tourism professional, particularly in the circumstances such as the one obtaining in India with wealthy cultural heritage having continuity from the ancient (IGNOU, 2002). The process of finding will continue into the future because nobody can predict the number of real stories that have been buried in the earth and still not found. But somehow scholars have been able to find the real incidents of past with the help of evidences of literature which are still present all over the world as well as the role of scientists and researchers. Archaeology department of each country is encouraging the researchers to find out about our past. These particular reasons have encouraged in selection of the dissertation topic, so at first this will focus on past history and development of Ajanta and Ellora caves and then it will look at the past record of tourist information and the with the help of available secondary data from Books, Journal articles, news papers past surveys and the information available on the internet, respective governments intergovernmental organization and non government agencies such as UNESCO, ICOMOS, IUCN, GHF, etc.

Introduction

Cultural heritage conservation is always a centre of discussion in the form of developing economy of various nations. Cultural heritage tourism product is becoming a prime source for developed and developing countries though it is a subsidized product of tourism. The reason of subsidizing may be underpinning of heritage tourism is attractions. Huge number of examples currently in practice throughout the world of natural and cultural heritage sites that are of internationally approved and many more thousands of local notoriety. All of these play an important role in the supply of tourism although they may draw different market segment e.g. international tourist and local recreational users.

The present expansion of the Asia’s tourism market has many challenges, one of the main difficulties lie in understanding how cultural and religious heritage of Asians could be linked to the overall development of tourism. Asian countries which consider their religious, artistic, and general resources of heritage have unique features that has been attracting tourist around the world. The challenges of cultural and heritage base tourism created would require different choices about strategy, policies that are simultaneously both learning and teaching opportunities (United Nation, 2004).

Countries like India where every tourist gets glimpses of diverse culture in his/her entire journey. India is primarily a cultural destination in international tourism. These are the features of ‘India’ marketed as tourism product in international as well as domestic circuit. Domestic tourism competition already has begun in India from past decades as every state government has been developing their strategies with the help of international organization to improve the tourism. In result, due to sudden changes the competition can be seen among service providers as from hawkers to large scale stakeholders. In scenario market everyone’s mind has been diverting towards the heritage sites in India, thus it is creating trafficking of tourists as well as service providers. So it is affecting the quality of services and facilities. This shows a different picture of hospitality and tourism industry in India.

Tourism industries are solely dependent on the visitors/ tourists who are the main drivers of this industry. Different demands and requirement of individuals is affecting on tourism industry. Also the issues and understanding of heritage tourism by different group of people as it may be visitors/tourists or local communities are different.

To overcome from various aspects and issues which are related to heritage tourism require a better management system. Many cultural and natural heritage sites around the world are putting more focuses on issues regarding to visitors, maintenance and management of heritage site, analysis of monuments, flora and fauna, environment and lastly the sustainability.

The tourist typology is boosting overall development of touristic market. The most important part of tourism is a cultural as well as natural heritage property. So it always remains prime attraction to most of the people to come and enjoy their holidays. This dissertation will focus on every aspect of cultural heritage tourism industry such as supply, demand, conservation and heritage visitor’s management, interpretation, authenticity and politics of cultural heritage site.

The primary data can be retrieved with the help of some questionnaires to understand the real nature and find out what can be done more to achieve the overall development at Ajanta and Ellora Caves at Aurangabad.

To understand the World cultural heritage site here the UNESCO has mentioned that “it as a monuments, architectural works, works of monumental sculpture and painting, elements or structures of an archaeological nature, inscriptions, cave dwellings and combinations of features, which are of outstanding universal value from the point of view of history, art or science; groups of buildings: groups of separate or connected buildings which, because of their architecture, their homogeneity or their place in the landscape, are of exceptional universal importance from the point of view of history, art or science; sites: works of man or the combined works of nature and man, and areas including archaeological sites which has excellent universal value from the historical, aesthetic, ethnological or anthropological point of view” (UNESCO, 2011).

Here, In the Krakow Charter (2000), a monument is defined as “a clearly determined entity, the bearer of values, which represent a support to memory. In it, memory recognises the aspects that are relevant to human performance and feelings, associated with the historic time-line” (Vecco, M 2010).

Apart from this many scholars considers that World Heritage Sites should not only be exemplary situations for the pursuit of research but also be closely identified with the creation and maintenance of different kinds of knowledge (Darvill, T., 2007). Tourists are always willing to learn new things as well as eager to exchange knowledge between each other. It is the fact to become aware about surroundings and changing of trends and practices in the world.

Literature Review:
Introduction:

This chapter will investigate the perception of cultural heritage tourism and visitor management as well as development of tourism at site by reviewing several concerned literatures. The review will start with the overview of cultural heritage tourism including the concept of Culture, heritage, cultural heritage tourism and cave architecture from different World Heritage Sites to understand the their current scenario of cultural heritage tourism management. The review will be followed by the discussion on visitor impacts, their experience and management. Also it will focus on the intermediaries of cultural heritage tourism.

Culture:

Kalman, (2010) has given a simple definition of culture that, “it is the way we live, it is the clothes which we wear, the food which we eat, the language which we speak, the stories which we tell and the ways we celebrate or express to each other”; also it is a way we show our imagination by tradition which we have learnt from our ancestors. It includes arts, music, and literature. According to Pedersen, (2002) the culture has originated from group psychology behaviour, and the effect of surrounding environment, here is the example: since beginning all human being love to live in group it include people as well as animal, the effect of surroundings, interacting with other culture and regular exposure to outside groups incorporated new practices in to their way they live. Thus people have been moving away from their daily routine work and travel at various places to gain experience or exchange culture with each other. But currently it can see that influence of external culture is damaging the traditional way of life. For example in the social cultural context women working outside the traditional family system can weaken interest in cultural traditions such as storytelling (Pedersen, 2002).

Further from tourism point of view Singh (2004 in Imbal, 2010) explained that “culture is creative artistic activities, goods and services produced by it, and the preservation of human heritage”. According to this definition Imbal (2010) put a lime light as this it has brought attention not only indigenous or original culture of destinations to create value but also the impact on the economy and productive activities originate from or contributing to particular culture sector results in further value creating activities (Imbal, 2010).

Cultural tourism:

Cultural Tourism is the subset of tourism that is defined as travels concentrating toward experience the traditional and contemporary culture, arts, and special character of a place. This includes the performing, visual and literary arts, language, museums, heritage, crafts, architecture, design, film and broadcasting. The primary benefit of cultural tourism is economic impact. There are plenty of statistics that talk about the fact that travellers who participate in cultural activities spend more money and stay longer than leisure travellers. A good strategic planning of cultural heritage tourism shapes and defines a community’s image, in domestic as well as international tourism.

According to McKercher and Du Cros, (2002) cultural tourism and cultural heritage management work as equivalent activities in most places with really little conversation between the two, also it shows common interest between the cultural and cultural heritage is such as the management, conservation, and preservation of the cultural and heritage properties. So the results of this many lost opportunities to provide value to visitor experiences even though managing rare and weak resources in a social context, environmentally and ethically responsible and in sustainable manner. They stated that occasionally this loss results in some unprincipled tourism operator who exploring the local culture and heritage assets for their own personal gains (McKercher and Du Cros, 2002).

Hall and Zeppel (1990a:87 in Timothy and Boyd, 2003) stated that relation between cultural and heritage tourism is:

Cultural heritage is experiential tourism based on being involved in and stimulated by the performing arts and festivals. Heritage tourism, whether in the form of visiting preferred landscapes, historic sites, buildings or monuments is also experiential tourism in the sense of seeking an encounter with nature or feeling part of the history of a place.

Most researchers believe that heritage is linked to the past which symbolizes some sort of gift to be passed down to current as well as future generations, both in terms of cultural traditions and physical objects (Hardy, 1988 cited in Timothy and Boyd 2003). But in contrast many authors have pointed out that what elements of past a society need to maintain (Fladmark 1998; Graham et al., 2000; Hall and McArthur 1998 in Timothy and Boyd 2003). As there are many incidents all cannot link to the cultural aspects. This makes selective sort of heritage it assumes some aspect of value, that which is of personal value is labelled as personal or family heritage, whereas those values dictated by nations or communities become ‘our’ heritage (Hall and McArthur 1998 cited in Timothy and Boyd 2003). Hall and Zappel (1990) observed differently that the connections between cultural and heritage tourism, stating that Cultural tourism is experiential tourism based on being involved in and stimulated by the performing arts, visual arts and festivals. Heritage tourism whether in the form of visiting preferred landscapes, historic sites, building or monuments, is also experiential tourism in the sense of seeking an encounter with nature or feeling part of the history of a place.

However the most internationally accepted definition of heritage was defined by UNESCO that “Heritage is our legacy from the past, what we live with today, and what we pass on to the future generations” (UNESCO 2008a, p.5).

Timothy and Boyd (2003) define that heritage tourism as ‘an immersion in the natural history human heritage, arts, philosophy and institutions of another region or country’. According to them heritage can be divided into tangible immovable resources (e.g. national park, sanctuaries, monuments, buildings), tangible movable resources (e.g. objects in museums) and intangible resources including values, customs, ceremonies, lifestyles and experiences such as cultural events. The concept of intangible heritage; according to (Schmitt, 2008) safeguarding intangible heritage resource has derived from “Government of Bolivia to protect the intellectual property rights of popular culture 1973”; then in 1989, UNESCO put limelight on the safeguarding rights on traditional culture and Folklore. However this project started to collect CD about the culture and 90 objects were proclaimed as such masterpieces in three proclamations between 2001 and 2005. For example of the new UNESCO category of intangible heritage is the “Kutiyattam Sanskrit” Theatre in the southern Indian province of Kerala (Schmitt, 2008).

Cultural heritage tourism a different market segment:

To recognize in minutiae cultural heritage tourism market segment which is associated with visits to historical sites, monuments, and artistic scientific or heritage attraction? WTO has mentioned two definition of cultural heritage tourism in narrow sense it include “movement of person for essentially cultural motivations such as study tours, performing art, and pilgrimages”. In broader manner it is defined as “all movements of persons, because of satisfy the human need for diversity, tending to raise the cultural level of the individual and giving rise to new knowledge experience and encounters”. Since cultural is prejudiced definition of cultural tends to the extensive as well as narrow, depending on the practical uses in the field (Pedersen, 2002).

The importance of Heritage

The importance of heritage is highly depending on their value and attitude as type of heritage resources which significant to different communities, groups and individuals. Hall and McArthur (1993) have explained the importance of heritage tourism divided in to four as social, economical, scientifically and political (Hall and McArthur 1993a).

In social significance, heritage refers to personal and collective identity people and society have which can lead to create a sense of belonging. The sense of belonging and social conscience is a driver to consider preservation in the first place.

Social science such as anthropology and cultural studies involve artefact of heritage or cultural heritage as presenting folkloric traditions or dance. Apart from this historical monuments and natural heritage are creating more opportunities to the scientist and researchers to find out the method and types of material they used in making of sites. The archaeological department of each country try to preserve the wall paintings and sculpture at various world heritage sites (Hall and McArthur 1993a) according to them sites can provide the history lesson for not only students and visitor who related or have interest in the history but also local communities to know the importance of sites sometime lack of initiatives and interest shown by local people which affect on conservation of heritage properties.

Under the social context Baig, A., (2011 in Times of India, 2011) points out that the importance of health and education only in local communities can helps to achieve possible sustainability of cultural heritage tourism. She has given example how the impact of massive tourism affects as Taj Mahal, India’s most iconic site, which is situated in Agra, but it is one of the most dismal destinations in the world. One side of the industry is ensure that the Taj Mahal is protected but another side shows the current status of city economy is in decline, and its people have paid an unwanted high price. Further Baig and Morgan, 2011 in Times of India, 2011, emphasis on the empowerment of local communities can help to achieve inclusive development of heritage sites throughout the world (Times of India, 2011).

In terms of economic importance, heritage is preserved because of its value for tourism and recreation. As being a large scale business, heritage tourism can generate incomes for the sites either from visitor spending or sponsorship from various stakeholders (Hall and McArthur 1993a). According to an article which was released in Times of India (2011) Sethi (2011) has mentioned that Heritage can become a serious economic driver for developing countries, if the country is able to get its act together. The global heritage fund organizations 2010 report says that developing countries like India can tap a $ 100 billion a year opportunity by 2025, if they make sincere attempt to preserve and responsibly develop their heritage sites.

Further scientifically and educational importance of heritage attractions where both natural and cultural heritage sites such as national parks may have rare habitat and endangered species which will be useful for scientific researches. As research may consists of ecosystem dynamics, comparative ecology, surveys of fauna and flora, and the association of base ecological data, environment change and human impacts on the ecosystem of cultural and natural world heritage sites (Hall and McArthur 1993).

In terms of political importance, Hall and McArthur (1993a, p. 9) state that “the meaning and symbolism of heritage may serve political ends”. As the conservation and understanding of certain heritage attractions may serve to emphasize on a particular version of history or to promote existing political values. Furthermore, the ownership of heritage and the institutional arrangement also have political implication as the rights and ‘wishes of private owners may place conflict with government or public interests’ (Hall and McArthur 1993a; Timothy and Boyd 2003).

Then, there is the question about political will. Jain, 2011 in Times of India, 2011 stated that culture is often considered a soft subject and that shows in the bundling of the portfolio with other ministries like youth or sports affairs. “The government’s schemes are often well-intentioned, but there is rarely any follow-through. For instance, under the public-private partnership adopt-a monument project a good idea for corporate to do their bit for conservation, but it fell through, because of red tape” (Times of India, 2011).

To understand the nature of the scheme Archaeological department of Scotland Adopt-a-Monument project based on providing volunteer groups with all the practical guidance and training they want to play a leading role in caring for their local archaeology. For example Scotland adopt-a monument scheme putting more focus on helping volunteers which includes children and young people to improve sites which they are really passionate about it. This practice will equip the volunteers with new skill in archaeological fieldwork and conservation and can get chance to access educational literature resources about the heritage. Which help to create awareness among local area and it effect to promote of heritage site, this way the respective government try to keep them active which helps to enjoy teamwork with practical result (Archaeology Scotland, 2011).

Current tourist demand:

According to (Pavlic, 2009) up gradation in the standard of living is become a main cause of rises in fluctuation of tourists spending, for example: the income generating from the modern tourism commodities. Modern tourist’s behaviour is the main factor in current tourism industry. As currently many of travel operations that could be from demand side or supply side are in boom because ease of accessing Information through internet and infrastructure developments. So the importance of information technology in the current industry is the main factor while considering the supply and demand of tourism industry it can be assumed that the personal needs of the modern tourism have more influence compare to old masses of tourism. The current tourism mostly depended on economic mass and production to consume mass, standardized and rigidly packaged holidays. The current tourists from a modern age are following the pace and direction of industry changes (Poon, 1993 in Pavlic, 2009).

To find out the main factors and consequences of cultural heritage tourism demand changes. So firstly, need to identify types of tourist come under this category around the world.

Religious heritage and pilgrimage:

“Sacred travel is commonly regarded as the oldest form of non economic travel” (Jackowski and Smith, 1992 in Timothy and Boyd, 2003).The common travel trend has been travel from western to eastern Mediterranean region was religiously motivated before and during the Roman Empire era. This trend currently exists and in future as well within the devotees of world’s major religions (Timothy and Boyd, 2003).

Further, Timothy and Boyd, 2003 explained that “the historic sites associated with the development of a religion, and various points along spiritual routes and the pathways”.

Further, Shackley (2001 in Timothy and Boyd, 2003) made two basic groups according to their purpose of visits. As whose primary purpose is to gain religious experience and another one is who come to visit in large number and their prime motto is to visit an elements of the worlds religious cultural heritage so called “secular tourist”. This shows variation between the tourists motivation who visits heritage sites. Many tourist visit heritage sites with curiosity about historic sites not of their own faiths, for example non -tourists visiting Buddhist religious cultural heritage sites around the Asia may fit in to the secondary group of heritage tourist.

To understand the concept behind this motivation of these cultural tourist many scholars fails to find out the differences between pilgrims and tourists but Smith (1992) proposed typology of the relationships and differences between the tourist and pilgrims.

The Pilgrim- tourist continuum

Source: Smith (1992 in Timothy and Boyd)

From the figure______ she Smith explained that “on one end of a spectrum are devout pilgrim, while at the other end are secular tourist, with some variations between the two located somewhere in the middle” (Timothy and Boyd, 2003). From the heritage tourism viewpoint, pilgrimage is a type of tourism under the huge headline of religious tourism.

Source: McKercher, B and Du Cros, H (2002)

According to above figure _____ it is clear that there are mainly five kinds of tourists who come under the cultural and heritage tourism these are:

Purposeful cultural tourist: who has purpose to visit to cultural tourist site and these are eager to learn about a destination’s culture and heritage as well as who has high sense of history, education, religious and the culture from around the world.

Sightseeing cultural tourist: cultural tourism is a key motive for visiting a specific destination however the experience is less deep.

Serendipitous cultural tourist: the tourist who does not travel for specific cultural motives, but ultimately does have a deep cultural tourism experience.

Casual cultural tourist: cultural tourism is a weak travel motivation and the resulting cultural experience is shallow.

Incidental cultural tourist: who however visits cultural attraction with very little experience or by an incident and these cultural tourist who also not motivated to travel for cultural reason but due to unexpected visit to the cultural heritage site they get the deep experience about the cultural and heritage sites (McKercher et al., 2002).

Further from supply point of view the requirement of different services and facilities provide by the stakeholders necessitate a different marketing approach to motivate cultural and heritage tourist. In general, supply means the tourism resources services of a region. Supply, has categorized as primary, secondary and tertiary elements (Jobson-Verbeke and Lievois, 1999 in Timothy and Boyd 2003). The primary elements involve the attractions such as cultural, sport and amusements facilities and their leisure setting ensuring physical characteristics and sociocultural features. After this secondary elements focuses on the service aspects which provide to the tourist as accommodation, food shopping and market. Further tertiary or additional elements are those which are relating to infrastructure development to connect the tourist’s sites and attractions. Currently, 21st century tourist’s behaviour is the most important factor which influencing the cultural heritage tourism market throughout the world (Pavlic, 2009) such as transportation, providing information to the tourist form offices and information kiosks at sites as well as parking facilities at sites (Timothy and Boyd, 2003).

Cultural heritage market:

The Criteria for Selection

“According to UNESCO site must be of outstanding universal value and meet at least one out of ten selection criteria. These criteria are explained in the Operational Guidelines for the Implementation of the World Heritage Convention which has explained below the convention table. The criteria are regularly revised by the Committee to reflect the evolution of the Wold Heritage concept itself”.

“Until the end of 2004, World Heritage sites were selected on the basis of six cultural and four natural criteria. With the adoption of the revised Operational Guidelines for the Implementation of the World Heritage Convention, only one set of ten criteria exists” (UNESCO, 2011)

Source: UNESCO

Selection criteria:

To represent a masterpiece of human creative genius;

To exhibit an important interchange of human values, over a span of time or within a cultural area of the world, on developments in architecture or technology, monumental arts, town-planning or landscape design;

To be a unique or at least exceptional testimony to a cultural tradition or to a civilization which is living or which has disappeared;

To be an outstanding example of a type of building, architectural or technological ensemble or landscape which illustrates (a) significant stage(s) in human history;

To be an outstanding example of a traditional human settlement, land-use, or sea-use which is representative of a culture (or cultures), or human interaction with the environment especially when it has become vulnerable under the impact of irreversible change;

To be directly or tangibly associated with events or living traditions, with ideas, or with beliefs, with artistic and literary works of outstanding universal significance. (The Committee considers that this criterion should preferably be used in conjunction with other criteria);

To contain superlative natural phenomena or areas of exceptional natural beauty and aesthetic importance;

To be outstanding examples representing major stages of earth’s history, including the record of life, significant on-going geological processes in the development of landforms, or significant geomorphic or physiographic features;

To be outstanding examples representing significant on-going ecological and biological processes in the evolution and development of terrestrial, fresh water, coastal and marine ecosystems and communities of plants and animals;

To contain the most important and significant natural habitats for in-situ conservation of biological diversity, including those containing threatened species of outstanding universal value from the point of view of science or conservation.

The protection, management, authenticity and integrity of properties are also important considerations.

Since 1992 significant interactions between people and the natural environment have been recognized as cultural landscapes (UNESCO, 2011).

Heritage visitor attraction’s classification:

“The classification of heritage attractions considers the commonly accepted definition or agreed typology included the three different perspectives were ‘outside’ commentator or ‘observer’ of the heritage product; the ‘outside’ or ‘inside protagonist’ of the tourism product, and the ‘inside exponent’ of conservation” (Leask and Yeoman, 1999) but in fact these typology were not supported to the manager to recognized the tools for an operations. Therefore Prentice (1993 in Leask and Yeoman 1999) considered the enormous variety of heritage visitor attractions is highlighted. “The heterogeneity of present day heritage is mirrored in the heterogeneity of heritage attractions, as site, themes and areas promoted heritage as a product and utilization by tourist or visitor from home” though it has broad sense as site, theme and area but he considers that attractions may not itself be attractive, and cites as example of field of sport and genocide monuments; so this could be used for an analysis of supply and demand patterns, the typology is of partial value in heritage visitor attraction management on the ground. Further Swarbrook (1995 in Leask and Yeoman) explained the difference between destination and attraction that

“Attractions are generally single units, individual sites or very small, easily delimited geographical areas based on a single key feature. Destinations are larger areas that include a number of individual attractions together with the support services required by tourist”.

Cultural heritage visitor’s attraction management:

The cultural heritage tourism requires a careful understanding. Because of the quality issues which lie in the cultural heritage tourism. Managers should maintain a balance between a demand and supply. Typology of tourist has significant value in the management because every tourist is unique in nature. As mentioned above quality management has vital role to create an experience lasting value. Visitor’s perceptions about the quality is solely depend diverse range of factors, from site interest and the quality of services provided to the visitor experience (Vitterso et al., 2000) as what happens in his/ her entire visits rather than gaining a knowledge about the culture, getting facilities and services which normally available. Therefore Rouse (1998 in Leask and Yeomen, 1999) emphasis on the treatments by the service providers has a signific

Cultural Events As Promotional Tool Of Egypt Tourism Essay

Tourism is considered to have a great strategic importance for any economy owing to its capacity for job creation and wealth generation. If a country creates an efficient strategic tourism plan and implement it in true letter and spirit, it can be a source of having a competitive advantage. This is the reason that in many countries the governments and tourism stakeholders are putting their heads together so as to enter a commitment for developing this sector. The basic focus of this study is to have an in-depth analysis of various strategic planning approaches on tourism, keeping the main focus on Egypt. By evaluating the different approaches in context of their pros and cons a viewpoint will finally be maintained.

In order to figure out that to what extent the sustainability principles like reflecting community values, ensuring stakeholder’s participation, providing mutual benefits to the guest & host and like practices generally and in Egyptian tourism particularly, the study will analyze various strategic plans and related theories and practices too. This will create a better understanding of the Egyptian tourism and the lacuna in their strategic planning.

The study yielded that there were unarticulated strategic plans in the Egyptian tourism that are actually becoming a hindrance in achievement of the desired results. By analyzing the loopholes in current practices major findings are presented and some meaningful suggestions too that will serve as a tool for future betterment and development of Egyptian and general tourism.

INTRODUCTION

The idea of exploring the world and its nature for the sake of deriving pleasure or exploration emerged in the very beginning of humanity. With the development of civilizations, the traveling turned into tourism and today it is taken as a very sophisticated field. Tourism means ” Any person visiting a country other than the one in which he/she actually resides and for a period of at least twenty four hours” Today tourism is a fine collection of services, activities and industries that deliver a complete travel experience which includes accommodation, transportation, food establishments , entertainment businesses, retail shops , activity facilities along with hospitality facilities for the tourist individuals or groups who are traveling away from home (Cook et al, 2009).

Tourism can be very lucrative in multi ways. Its economic benefits are translated in to increased job opportunities, economic diversification and higher tax revenue etc. According to World Tourism Organization (WTO), Tourism is presently the world’s largest industry that is earning an annual revenue of $3 trillion and is contributing about 13% to the world’s total exports. In United States, tourism provides an employment of over six million job, which makes tourism the country’s largest employer (Fodor, 2011).

It is also worthwhile to mention that the benefits of tourism can only be enjoyed if strong strategic tourism planning is made and implemented. While Strategic planning refers to the “Organization’s process of defining its strategy or direction where it needs to be, and then making decisions by allocating the organization’s resources so as to achieve its very strategy. Despite of the fact that tourism plays a key role in economic development of any country still he lacuna’s in the strategic planning, wrong allocation and misuse of tourism resources and non-implementation of strategic plans lead to a great deal of economic losses in context of tourism. So, while it is important to create a viable strategic tourism plan, much important is to ensure its implementation so as to enjoy its associated advantages (Bajwa and Kaur, 2007).

OVERVIEW OF TOURISM IN EGYPT

Egypt is a beautiful country where tourism thrives. If you are keen to become associated with Egypt, then you might like to plan your travels because tourism thrives here. The tourist aspect of Egypt is divided into foreign tourism and domestic tourism (Cook et al, 2009). After revolution due to the change in government, tourism has become even more famous than usual. This is because tourism is a central aspect of the society. With a population of 90 million Egypt receives around 10 to 20 million tourists every year, and that is definitely an astonishing fact. The striking and colossal monuments and traditions of Egypt have given it a never changing image (Fetscherin, 2010). The ancient structures and the prevailing culture have never failed to astonish the people. Egypt is a region of high temperature, still the light and heat makes its deserts even more attractive and desirable to visit. The cool, refreshing turquoise waters sends breezes to the tourists. The famous cruise tours flaunt the romance everywhere and the longest river Nile dazzles the pleasures even more. So if you are planning to have a tour these holidays, make it the tour to Egypt. Not even a single monument of Egypt will leave you disappointed; there is magic in every nook and corner of Egypt (Fodor, 2011).

Egypt’s socio-political and economic situation has taken the Egyptian tourism towards many problems. The financial crises that the country is facing is creating hindrances for it in the maintenance of its tourism spots, in addition to this, the instability in political conditions, poor use of natural resources, inefficient strategic planning and lower foreign investment in the country are few of the issues that are leading the tourism towards great decline (Woodside and Martin, 2007).

The political turmoil in Egypt has driven away the foreign tourists from the country. The country is suffering a loss of multi billions due to this weak political condition has effected the Egyptian tourism directly. Since the whole tourism starting from luxury tour operators down to vendors in Cairo bazar is getting down on graph in terms of tourism. The effect gets even badly when the stakeholder tourism countries restrict their tourists traveling to Egypt, being a victim of political instability and creating room for further insecurities for the tourists. The result is that the country is facing lower tourism leading to a decline in foreign investment in the country and ultimately a decline in the job opportunities for those working in the tourist spots in Egypt. The tourist spots are not maintained the way they used to be. The poor strategic planning is also depicting in the form of slower rebound, much slower than was expected which is again becoming a cause of decline in Egyptian tourism. The Egyptian government in particular and World Tourism Organization in general are responsible to take up the matter seriously and bring their heads together so as to make an effective strategic plan for the betterment of tourism condition in Egypt (Smith et al, 2008).

TOURISM PLANNING IN EGYPT

Tourism is a fast growing industry that contributes largely to the economy of any country. It has proven to be a rescuer for many countries who lack resources, but are enriched with beauties. But, sometimes there are real mismanagements and perceived fears that attribute to poorly organized or weak tourism ventures. To handle these mismanaged ventures, the government of the host country designs a Tourism Strategy that aim to provide extensions and ensures the implementation of all the strategic plans and boos the coordination firmly between the public and private sectors relating tourism. These strategies need to follow the principles set by the government. The action plan of tourism strategy needs to cover all the aspects of the country. The highlights need to be projected well before the tourists so that there are more chances for the future arrivals. Since tourism have always been a massive participator in the economy of an enriched a touristic country, every country seems to have its Tourism Strategic Plans. But, each nation has its own aspects to flaunt (Huxham and Vangen, 2010). The use of cultural aspects is too likely to be important, because culture is something rare in every country. A country which is not enriched with beauties, but has a real and a number of cultures followed fascinates the tourists to have more tours. This can also referred to as Culture Tourism which involves the subset of such a tourism that has the host region’s culture. Culture may include lifestyle of the natives, history, architecture, historical monuments and definitely the traditions (Fitzgerald et al, 2012).

Tourism has a long history in Egypt and has always been a growth sector in the very country. This is due to Egyptian natural and cultural resources, a desirable climate and locations that make it even wonderful to the tourists. These attributes provide Egypt an outstanding potential for further tourism development, creating revenues throughout the country from its tourism sector and distributing them across the socio-economic levels. Thus tourism provides Egypt a capacity to influence its economic development to a great extent than any other industry (Ritchie and Hudson, 2006). The particular potential of tourism has long been understood by the Egyptian government as well as the private sector tourism operators and investors, which has led to the creation of services and facilities to meet a variety of market demands. The basic approach behind development in Egyptian tourism is of course boosting the economic development for the country, however there are some other approaches that evolved overtime, let us see them in detail (Weaver and Lawton, 2007).

The tourism in Egypt was mainly encouraged keeping in view the economic approach the country can derive out of it. As tourism played a great role in boosting the Egyptian economy much more than any other sector. The economic development in terms of increased growth inn job creation, higher export earning also became possible due to tourism since tourism has now become the biggest export earner and an increasingly important item on the balance of payments for Egypt. Moreover, the foreign currency receipts from international tourism also raised too high. The development of tourist resorts, more facilities by tour operators and hotels for tourists created new avenues of jobs for many communities residing near the tourism spots in Egypt (Timothy, 2011).

But despite of the multi benefits that arose out of tourism, there were certain drawbacks too that Egypt faced. Mainly at present times when the country is going through the worst political turmoil, The tourism sector has effected badly in terms of lower tourist flow leading to reduced employment rate and lower foreign investment in the country. Thus the economic boom has now to face a great set back due to the political conditions (Yuksel and Yuksel, 2006).

Geographical approach was aimed at shedding light on tourist areas. Certainly, the tourism bring changes to the landscape in the form of changing tourism facilities, establishment of new tourist resorts and making related developments. For the very purpose the geologists and geographers investigated the area in detail so as to understand the impact of these developments on the social and cultural aspects of Egypt. The planning helped Egyptian tourism to a long way as better resorts, tourism facilities were established which helped to attract more tourists to the country and ultimately achieve the tourism goals. The creation of new facilities opened new job slots for many of Egyptians however the same political issues tarnished the whole practices since a fall in tourism led to losses of theses tourists spots and a sudden unemployment too. In the same way while planning for creation of new facilities for tourists a very important aspect was neglected which was the displacement of the residents of those areas. They were not properly compensated thus a positive approach provided room for a socio- economic issue (Timothy, 2011).

The cultural approach in Tourism Strategies Planning is also must because cultural tourism is becoming popular throughout the world. The recent OECD report has enlightened that part of cultural tourism is playing a vital role in the developments of many countries. Since cultural tourism takes away the tourists from their normal pace and introduces them to the different cultural side of the world, it provides solidification to the culture of host country and to the cultural deprivation of the tourists (Bajwa and Kaur, 2007). This is the reason why the use of cultural aspect has been made essential in the strategic planning of the tourists. Countries including Turkey, Romania, Lebanon, Tunisia, Kenya, India and many others are gaining a lot of finance from their tourism sector because of the cultural aspect. Thus the realization of the objectives envisaged that the need of adding more cultural aspects to the Action Plan of tourism has become must now. There are long term strategies with more investments (Bajwa and Kaur, 2007). Proper organizations and the maintenance of culture are important. The factor which attracts the tourists to your country needs to be maintained very now and then because it’s actually playing a role of a receptive which cannot afford to get old. However, different structures are also being planned to add few more cultural monuments in the country that can assure the future income. The chapter of ‘land development pattern’ in every country’s strategic planning of tourism needs to involve culture also (Smith, 2009).

Analyzing the different approaches that were considered and adopted in the strategi planning of Tourism in Egypt, it is well established that the most profitable industry in Egypt is tourism which is very energetic source and way to earn maximum foreign exchange. Euromonitor report shows the increasing trend which is near about $10 Billion in every year for the last consecutive three year. From the record of 2010, it is estimated that 14 million tourists came from outside the Egypt, to enjoy major holidays in around Red Sea Area. Euromonitor also predict that 18% increase in economic recovery from the tourism market. Another happening in 2010 was also cause of popularity of tourism marketing in Egypt is decreasing value of Egyptian pound. Economist, students, families and foreign tourists will definitely identify that this will promote tourism in foreign countries as with depreciation of Egyptian pound, tourism expenditure goes down. But depreciation of Egyptian pound cause another problem and that is increasing price of imported goods. This may cause high inflation which can be source for increasing price in local products (Lee et al, 2012).

Proper tourism planning was made after the spring revolution in Egypt which starts from the January 2011 with the protest against govt. More than one million tourists leaved the Egypt due to this revolution. Occupancy rates for hotel industry continuously decreasing. Above all, most of the foreign airlines canceled contracts with the Egyptian airports. Corruption was on high place. Zuhair Garranah, former tourism minister of Egypt was sent to jail due to illegally issued the licenses for building tourism sites. Actually this revolution was take placed against such corruption and then proper look after was made to the tourism department in Egypt (Fitzgerald et al, 2012).

Very first step in tourism planning was the removal of corrupt officer from the tourism department to protect the important and profitable natural heritage of Egypt. Good lesson was learned from this action is that save the heritage for the future generation (Falkheimer, 2007). Further they then made rules and regulation for the management of sustainable Egyptian tourism spots. Under the newly developed department of tourism, lots of sites were reserve, i.e. northern beach along the lake Qarun, Mosque of Ibn Tulun, Dahab, Siwa Oasis, Museum of Egypt, Red Sea Reef, and Giza’s Pyramids. Another action was made under the Mubarak’s government. Ministry of tourism issued an order to make the Lake Qarum a prime land to proper shape as a tourist resort (Richards, 2006).

Due to high response from the local and foreign tourists, it was necessary to make a proper long term plan for the promotion of tourism. Under the plan made by the Egyptian ministry of tourism, increase the size and capacity of tourism in Egypt to attract the tourist outside the Egypt and become competitive all over the world (Hede and Rentschler, 2007). Linking with the capacity of tourism spot in Egypt, ministry also made a decision about increase the hotel facilities near the tourism sites and developed the attraction of foreign tourist toward the non-traditional spots of Egypt. Plan to be made for promoting tourism in Egypt contains several goals, including furnishing 240,000 hotel for the tourists, earning more than 12 billion revenue from tourism, attracting more than 15 million tourists and capturing 150 tourism nights and producing 1.2 million jobs for the public of Egypt (Lee et al, 2012).

Keeping in view the political turmoil and its after effects the Egyptian tourism has faced particularly, the Egyptian government has laid down a fresh strategic plan having aim of increasing tourist arrival to Thirty million by 2017. The growth rate is desired to have a target of increasing the tourist flow in the country by 11.6 million with a revenue of $ 11 billion by the end of year 2013. This new strategic plan addresses the impact of economic crises that is causing a negative impact on Egyptian tourism and the measures that are to be taken on war footings so as to revive and increase tourism in Egypt. The basic focus is on taking measures like promotion of boosting relations with the leading travel agencies around the world, increased allocation of budget for tourism promotion and making all out efforts to improve the country’s image so as to achieve the tourist and revenue targets (Schofield and Thompson, 2007).

SUCCESS OF CULTURAL EVENTS AS PROMOTIONAL TOOL OF EGYPT

It is decided that for promoting “Green and Sustainable development in tourism” Ministry of Tourism will establish a separate department. This decision was taken by the Mounir Fakhry Abdel Nour minister of tourism to promote friendly environment approaches in tourism sector. In early 2009, the ministry of tourism starts an initiative to transmute Sharm into a green city for the tourists that is according to guidelines given by the World Tourism Organization. For this purpose, they hire Bose International to develop green city (Weaver and Lawton, 2007). For sustainability in tourism industry, Government made contract with media to promote safe and healthy advertisement to the outside the Egypt so tourists come and analyze by their self. Cultural events are useful tools to promote safe tourism in the world said by one official of tourism ministry. As cultural events are helpful to gather public with unity so we can use our cultural events in order to wash the label of unsafety and insecurity from our country, he added. In 2012, Belly dancing world cup was an event which helped most to make an impact of safety in living and enjoying Egypt sessions and picnic points. Although this was not traditional cultural event but this is useful event and helped to make good and peaceful impression. Abu Simbel Festival equally promoted as a peaceful cultural event among whole world (Fitzgerald et al, 2012).

Another effective method to make sustainable tourism industry is coupled the cultural events with sessions. Ministry of tourism make ordered to hotels and resorts to develop low cost budget for tourists in the sessions of cultural events to promote. Government is trying to give more facilities to the foreign as well as local visitors to collect more strength to realize the world about sustainable situation in Egypt. For promoting peaceful and sustainable environment for tourism, regional events are promoted on country level to get tourism on high. Irrespective of religion, race and cultural, people are encouraged to celebrate events collectively. Egypt government is also making efforts for encouraging worldwide festivals in his country for supporting its tourism industry. Guests from other countries are specially invited on special events. These steps are really helped in promoting sustainable tourism (Richards, 2006).

It is very interesting in Egypt that no matter what is the religion and race, everyone take active part in cultural events. At the time of festival, gatherings covered the Abu Simbel Temple at the time of sunrise to eyewitness the light stirring crosswise the temple inside stone and turn on enlightening the Ramses, Ra and Amun’s statues. Numbers of cultural events in Egypt are associated with tourism spots and sites. In Egypt, peoples with the support of government, celebrate events. Tourists are also encouraged to participate in these events. Mail sites, for those Egypt is famous, are Pyramids and Nile River. Interesting thing is both are associated with cultural events. These events are celebrated with large numbers of visitors inside the Egypt and outside the Egypt (Humphreys and Gerald, 2011).

Wafaa Al Nil is enthusiastically celebrating River Nile in mid of September since ancient times. The main parts of these events are painting competitions for young generation and children and poetry, music competition and concerts (Licciardi and Amirtahmasebi, 2012). Pharaonic Wedding festival celebrated in November since Pharaonic era. Group weddings take place in this event in the Karnak Temple with royal Pharaonic style and dresses. With the help of struggles made by the govt. and ministry of tourism, now tourists are specially visit Egypt for participating in Events (Lee et al, 2012).

CONCLUSION AND RECOMMENDATIONS:

The development of Egyptian tourism can said to be as old as the Egyptian civilization itself is. A major reason of attraction in Egyptian tourism lies on its rich culture, which is blended with thousands of years history. Ancient Egypt is the world’s earliest civilization founded on earth. Egypt, since so many years has managed complex and stable culture that is influenced by Europe, Africa, Middle East and Asia. After the end of Pharaonic era, Hellenism was latter influenced and latter Christianity and after Islamic revolution, Islamic culture mix up in Egyptian culture (Schofield and Thompson, 2007). But there are many other considerations and plannings that made Egyptian tourism alive since long. Most important among them are the socio-economic approach, geographical approach and the cultural approach. The Socio-economic approach basically stresses the need to take tourism as a tool to earn better revenues through the government and private sector efforts for creating better tourism facilities, thus attracting more tourist towards Egypt (Mason, 2008). Tourism is contributing the most part of revenue in Egyptian economy. The approach has remained successful a long way, however the political instability in the country has effected the very approach badly and the Egyptian tourist stakeholders are trying harder to revive the lost position by making new strategic plans (McKercher et al, 2006).

The geographic approach was a successful approach but the displacement of the residents made a big flaw in the very plan. It was badly being criticized by the Egyptian communities themselves so the success of this approach is also considered questionable (Smith, 2009).

Last but not the lease, the Cultural approach .Now while studying Egyptian culture, newer elements are also influenced including the western culture with Islamic culture as Islam is official religion of Egypt (McKercher et al, 2002; Woodside and Martin, 2007). Egyptian economy is mostly based on tourism industry. To earn revenue and take good advantage of tourism spots and places, tourism ministry made long term plan for promoting tourism worldwide in Egypt (Sangar, 2007). In the plan, detailed policies were made to established integration of tourism with cultural values and made close relation between festivals, events and tourism spots For better planning, research was made to develop accurate statics and results showed that expected growth only in cultural tourism was 10 to 15 percent every year. It should be focused that some tourists spend will entire vacations on cultural events or nature, but many others set cultural events as a longer part of their vocations (Kotler et al, 2009). Thus cultural approach has remained ever successful.

Lots of struggles already made by the Egyptian ministry of tourism but still many other things they should have to do for the better promotion of tourism in country. Suggestions are many but with most possible and effective thing to be done urgently with low cost and low efforts are these; they should try to convince their hotel industry to reduce charges and increase facilities in the events days for specially foreigners. They must promote their regional events and festivals on country level for capture more intention of tourists (Woodside and Martin, 2007). For the previous losses due to political turmoil, it is necessary to make efforts for safety and security of tourists. Egypt government should try to held world level events in hi country to promote culture and tourism in worldwide. Special invitations should be made to the friend countries so they come and enjoy and then go back and give positive response about Egypt. Egypt country tries to convince the documentary film industry to make films on traditional events and places in Egypt so that people, outside the Egypt, realize what Egypt is all about (Jago, 2010).

Crm Practises In The Indian Hotel Industry Tourism Essay

“Customer is the most important person for a business. He is not an interruption to our work but the purpose of it. He is not an outsider; he is a part of it. We are not doing him a favour; he is doing us a favour by giving us an opportunity to serve him.”

(By Mahatma Gandhi)

CRM includes all aspects of interaction a company has with its customer, whether it is, pre-sales, sales or post-sales (service related). Customer relationship management (CRM) is a strategy that can help them to build long-lasting relationships with their customers and increase their profits.

The customer needs can be categorized as:

(a) Service

(b) Price

(c) Quality

(d) Action and

(e) Appreciation.

(By Raghunath & Shields 2001)

CRM can lead to cross-selling and up selling of products and services. Cross-selling means selling the right product to the right customer.

1.2 Hospitality Industry

Hospitality is all about offering warmth to someone who looks for help at a strange or unfriendly place. It refers to the process of receiving and entertaining a guest with goodwill. Hospitality in the commercial context refers to the activity of hotels, restaurants, catering, inn, resorts or clubs who make a vocation of treating tourists.

The hospitality industry is a 3.5 trillion dollar service sector within the global economy. It is an umbrella term for a broad variety of service industries including, not limited to, hotels, food service, casinos, and tourism. The hospitality industry is very diverse and global. The industry is cyclical; dictated by the fluctuations that occur with an economy every year. Today hospitality sector is one of the fastest growing sectors in India. It is expected to grow at the rate of 8% between 2009 and 2016.

1.3 Indian Hotel Industry

According to a report, Hotel Industry in India currently has supply of 110,000 rooms and there is a shortage of 150,000 rooms fuelling hotel room rates across India. According to estimates demand is going to exceed supply by at least 100% over the next 2 years. Five-star hotels in metro cities allot same room, more than once a day to different guests, receiving almost 24-hour rates from both guests against 6-8 hours usage. Hotel rates in India are likely to rise by 25% annually and occupancy by 80%, over the next two years. Hotel Industry in India is going to witness a boom with Delhi hosting 2010 Commonwealth Games.

2. Scope of the Study

This study aims to understand the steps taken by the hotel industry to improve their relationship with their customers.

The study would be limited to documenting the practises and programs followed by only the leading players in the hotel industry. The study would examine the steps taken by the leading players to enhance customer retention, customer satisfaction, and customer delight which leads to building the brand image in the minds of the customers and hence increased profitability.

3. Objectives of the Study

To study “Customer Relationship Management in the Hotel Industry”.

To study the programs and practices of CRM employed by the leading hotels in India.

To analyse the measures to build a better relationship between the customer and the hospitality unit.

To understand the new marketing approaches in hotel industry.

To analyse how CRM helps to retain customers.

4. Research Methodology

The study involves secondary research of the similar studies done in past, hotel tariff cards, magazines, newspapers, articles, and internet and company records. The type of data taken into consideration for this topic is the Secondary data.

This study is descriptive in nature while it seeks to identify the present scenario of the practices being followed by the leading hotels in India for enhancing customer retention, satisfaction and loyalty.

5. Limitations of the Study

· Due to the availability of only secondary data, authentication of the data is not sure.

· Since the authentication of the data is not sure, the result of the project may not be precise.

6. CRM and the Hotel Industry

Hotel Industry is a service sector where there is a major role played by relationship marketing. Several big organizations have failed to know what the customer really wants and several others, after knowing, could not really translate these requirements into deliverance. Hotels exist for no other reasons than to meet customer needs and expectations. CRM is a business strategy to select and manage the most valuable customer relationships. In hospitality, each customer relationship has value and should be managed effectively. There is opportunity for repurchase and recommendation from each past customer. The administration of the information about this past guest and the effective integration of the information into frontline guest services programs is the challenge of CRM implementation.

Two parts of CRM:

The operational CRM deals with those which make customer contacts or otherwise called as touch points.

Analytical CRM does the job of analyzing the accumulated data from the various touch points with the aid of business intelligence.

Integration of Customer Information through CRM:

The data sources may include guest history, external guest profiling systems, restaurant club programs, sales and catering system information and other data.

6.1 Customer profiling:

Demographic and Psychographic information is collected and a large percentage of the customer database is built. This is followed by the implementation of effective marketing programs to attract similar customers to build revenue.

6.2 Direct marketing:

The utilization of the integrated customer information for direct marketing is the fruit of CRM effort. Highly profitable offers can provide business during slow periods. These offers can be communicated via mail or e-mail.

6.3 Best customer/extraordinary service:

It is true that the 20% of customers contribute to 80% of revenue and thus it becomes all the more important to get the most profitable customers completely satisfied. This involves very detailed satisfaction analysis, combined with valid financial data about each customer – all appended to the customer database.

It is the integration of all the elements that hospitality has to focus on:

1. Personally recognizing customers;

2. Offering appropriate value and great service to encourage repeat business;

3. Insuring that employee and guest satisfaction continues to improve; and

4. Beating the competition by offering a better product, competing on the service experience rather than price alone.

7. Customer Relationship Management Software for the Hotel Industry

Guest Ware is a unique Customer Relationship Management System (CRMS) designed specifically for the lodging industry to provide personalized guest recognition and exceptional service quality. Leading hotel management companies use Guest Ware to improve guest satisfaction, lower operating costs, build guest loyalty, and increase revenues.Guest Ware is installed in over seven hundred hotels and resorts worldwide; including Marriott International, Hyatt Hotels, Star wood and many independent hotels and resorts.

Customer Acquisition is six times more costly than Customer Retention. The following tools are provided by Guest Ware for Customer Retention.

7.1 Improvement Analysis – Implement Process Improvement

Industry surveys show that guests are less likely to return if they experience a problem during their stay. Guest Ware’s Improvement Analysis tools provides with the information to eliminate recurring problems and keep guests coming back, so to lower operating costs and increase guest satisfaction at the same time.

(Raghunath & Shields 2001)

7.2 Comment Card Tracking – Listen to your Customers

Customer survey on restaurant or an extensive questionnaire of guests, the GuestWare Comment Card Tracking system assists to manage customer feedback. Guest Ware improves productivity in the follow-up process and provide valuable management reports to maximize the benefits of surveys.

Develop comprehensive guest profiles from reservation information and demonstrate to guests/customers that the property is in touch with their needs.

Drive guest-centric data down to the transaction level, allowing employees and guest-facing technology to deliver greater value to the guest/customers.

Generate a realistic profile on the spending and stay patterns of guests, allowing the property to create guest-centric marketing for increased loyalty and spending.

Example:

ITC Maurya Sheraton – Field selling, Loyalty programs, Reservation systems, Web & Call centers are the major sources of database development. The hotel has 35,000 members in its database. They regard this management of their database as an asset because it enables a superior customer understanding.

Figure 1 – GuestWare Enterprise Edition’s Preference entry screen.

Note Global Preferences denoted by red “G”.

The trick is to get the relevant information in front of the line employees rather than keeping it locked up in an offline analytical database or centralized system not available to hotel personnel. An essential concept in discussing guest recognition is that of preferences. Capturing, retaining and making effective use of expressed customer preferences is the essence of guest recognition. The platform stores and communicates global or universal preferences for the guest across all hotels in the company (smoking or newspaper preferences, for example). Yet it also supports the capture of local preferences, unique to the individual property, so that a preference of room away from snowmaking appears at the ski resort, but not the center city property.

7.3 Using the Database:

Product and service improvement is just one result of tapping into a database. Developing special promotions and employing direct mail to promote these campaigns is another major use of database marketing.

For example: A sales team of Mughal Sheraton, Agra had completed a review of an upcoming weekend. This review revealed that bookings to date were somewhat below forecast and that a special promotion may be done in order to speed up the business. The sales team then enveloped special promotion packing to encourage bookings for weekends. They searched their welcome break holiday package database and scratched it to identify and segment the customers who tend to:

Book on long weekends

Book on a short term basis

Respond to promotional campaigns

It is aggressive selling to the potential customers who have particular needs and wants.

(Sheth, 2002)

7.4 Database Mining

The systems analysis tools allow users to profile their most profitable customers, analyze their buying habits, develop & assess the performance of targeted marketing campaigns. The biggest advantage of database mining is that it helps to focus the efforts and available resources into one direction which is most profitable and out-base mining helps to eliminate the non-profitable customers and hence reduces the costs and enhances the profits. The profits enhanced are not only in monetary terms but also in terms of customer loyalty and long term retention.

(Rmana & Somayajulu, 2005)

7.5 Relationship Marketing

Relationship marketing is “knowing the customer and using that information to bond with them.” Form the initial personal contact and then serve as the foundation for nurturing this brief encounter into a friendly and accommodation relationship by focusing on personal guest information. In addition to knowing the purchase habits of members (room selection, certain amenity preferences, and so forth), personal information such as spouse’s name and hobbies are added to a member database. The company uses this information to tailor special events and products to small segments of the membership.

(Swift, 2001)

7.6 Complaint Handling

It is estimated that 90 percent of dissatisfied customers whose problems were not solved will never do business with the retailers that sold them the product nor will they again buy the product that caused the problem. In case of hotels customer/guest is more likely to switch if the provided service is not satisfactory to their expectation.

The astonishing news is that those people who do complaint and have their problem taken care of, tend to be more loyal to the company than the people who were satisfied in the first place. World-Class companies see complaints as opportunities to improve, to impress customers and to turn complaining customers into loyal ones.

(Schneider and Bowen, 1999)

7.6 Priority Marketing

Priority Marketing focuses on what’s important to the customer. What is important to one customer however, may not be as important to another. Consider the varying demand placed on a hotel: An airline stewardess may find the 24 hour room-service extremely valuable, a retired couple may need dietary menu options, a tour wholesaler may favor low prices, and a young female executive considers a security a priority. Hotels should break down their services and ask customers what is important to them. This approach can field very valuable insight about changing customer preferences. Identifying groups of customers who have similar preferences or even similar tastes (such as sharing common perceptions of quality or states), hotels can target promotions to capitalize on known characteristics and individualize the experience.

8. Some Hotels who excel in Customer Relationship Management

8.1 ITC WELCOME GROUP HOTELS

ITC hotels stepped into the hospitality industry in 1975 and are one of the most upcoming hotel chains in its class. They started their first hotel in Chennai and now they have 66 hotels across more than 50 destinations in India. ITC collaborated with Sheraton hotels, which is a part of Starwood hotels and resorts and is a well-known global hospitality chain. They were the first ones to adopt this exclusive logo which has not been thought or taken by anyone to match this – The “Namaste-Nobody gives you India like we do”.

It is represented by four distinctive brands serving the needs of the travelers, namely: –

ITC Hotels – Super deluxe and premium hotels in strategic business location.

Welcome Hotels – Five Star first class hospitality for business and leisure travelers.

Fortune Hotels and Resorts – Full service hospitality at mid-level prices for business travelers and leisure travelers.

Welcome Heritage – Palaces, forts, havelis, resorts and homes that bring alive the history and romance of India’s heritage.

8.2 THE OBEROI GROUP OF HOTELS

The Oberoi Group of Hotel has played a leading role in the growth of the hotel industry in India. Oberoi hotels today operate the largest chain of luxury hotels with 30 hotels in 9 countries and are rapidly expanding into new destinations around the world.

In order to ensure personalized attention to all guests, anexclusive butler service has also been introduced on all floors. The Oberoi has 8 floors with even numbered rooms facing towards the Golf Course (pool side) and odd numbered rooms facing Humayun’s Tomb (monument side).

Leisure Facilities: Health club, Swimming pool, Delhi Golf Club facilities.

Special services: Bank, Barber Shop , Shoe Shine, Beauty Parlor, Laundry, Drug Store, Flower Shop, Book Shop, Mercury Travels (ticketing & car hire), Executive Center (Typing, Fax, Photostatting, Board room) etc.

Shops: Shopping Arcade located at the lobby level.

8.3 TAJ GROUP OF HOTELS

Taj group of hotels is the largest chain in India- with several Hotels abroad also. The parent Hotel-The Taj Mahal Hotel, Bombay is rated among the 10 best hotels in the world. Taj has been operating in the USA, the UK, the Maldives, Oman and Srilanka and the Taj Empire continues to expand further. Today Taj has 50 Hotels of which 48 are operational, 38 destinations and is the largest Hotel chain in the country. Only one hotel group knows India and South Asia so well, and does so with such consummate style. The uniqueness of the Taj Group lies in the sum of its parts in providing a living heritage of India, together with superb comforts and modern facilities. All of these combine to make The Taj Experience a must.

The Taj Club

It is a known fact that a business traveller is a much pampered person indulged with comforts and conveniences unheard of even a decade ago. However a yearning has undoubtedly arisen for a special privilege, an inner sanctum, an Exclusive Club. Born of desire, The Taj Group of Hotels offers the Taj club which offers unique world of facilities and privileges, both essential and extraordinary.

Business Centre

It offers several useful facilities 24-hrs a day, seven days a week. These include Facsimile, Internet, E-mail, Color photocopying and legal library, as well as laptops, city pagers and mobile phones on rental basis. Taj Palace Business Centre is designed to give the best to the business community who do require sophisticated communication facilities and other gadgets to stay connected to the rest of the world while at the Hotel. With no exaggeration it could be said that the guest gets the best of best services and facilities which are more than necessary for a modern business man, and also feel at home while at work. The hotel calls this concept “An office away from home”.

Other Services & Facilities:

· 24-hour room service

· Free safe deposit lockers

· Express laundry/ dry cleaning

· Purified water supply

· Doctor-on-call

· Full-equipped Business Centre

· 24-hour fax/ telex facilities.

· 3 Meeting rooms

· Work station availability

· Laptops on hire

· Secretarial service

· Knight Rider on-line service

· Currency Exchange

· Travel assistance

. Car hire service

· 24-hour Coffee Shop

· 6 Restaurants & Bars

· Night Club

· 8 luxurious Banquet Rooms

· Shopping arcade

· Fitness Centre

· Arrangements made for golf and tennis

9. CRM Practises at Some of the top Hotels:

9.1. ITC GROUP OF HOTELS

ITC MAURYA SHERATON DEFINES CRM AS:

“Customer Relationship Management is a process of managing customer relations in an organized way”. They aim at managing each “Moment Of Truth” that is experienced by the customer. There are various contact points where the hotel comes in direct contact with the customer which are known as ‘Touch points’ in the CRM language. These touch points are considered important as there is direct interaction with the customer and they provide valuable input to the hotel. The input provided by the customer has to be captured in such a way that it becomes information and can be used by various processes within the hotel. This can be done with the help of technology and the aim is that whenever there is a customer interface with any of those processes they are able to use that information in servicing the guest in a most efficient manner.

ITC Maurya Sheraton has been following an unstructured form of CRM with a narrow focus of serving the customer well and in a most efficient manner. The concept of Customer Relationship Management has a broader focus of not only serving the customer but also creating the customer and retaining him for measurable and substantial returns. CRM is a vast subject where the concept of one to one marketing is supported by Database Marketing. CRM process at ITC Maurya Sheraton has been divided in 2 steps:-

1. Identification of all Customer Relationship management ‘vehicles’

2. Integration of these Customer Relationship management ‘vehicles’

DATA CAPTURE VEHICLES

Maurya Sheraton has identified 5 such vehicles (from marketing point of view) which are also the touch points for the hotel in the process of managing its Customer Relationship. These vehicles are:-

Field selling

Loyalty Programs

Distribution Points

Web

Call Centers

9.1.1 Field Selling

When a sales group or a marketing executive of the hotel makes a sales call to a corporate, then it is called Field Selling. Field Selling includes Prospecting which means searching and seeking for new customers. Current Accounts are one of the best sources to uncover new business that is within these current accounts, as they harbor many sources of untapped business potential. They also provide Leads and referrals. Leads are potential customers with whom no contact has yet been made and learning of potential customers from current customers is called Referral.

9.1.2 Loyalty Programs

Second vehicle for CRM identified by Maurya Sheraton are the Loyalty Programs. These programs are designed to reward the loyal guests of the hotel. Every time a guest checks in the hotel at his every touch point or interface with the hotel, every time he spends on a service provided by the hotel (use of Room, Restaurant, Laundry, Telephones etc.), the transaction is recorded at each individual point and is added to the final bill presented to the guest at the end of the stay. There are certain points attached to the number of rupees spent by the guest. Therefore higher the amount of the bill, the higher will be the number of points attained by the guest. These points are credited to the account of each guest with the help of technology. These are called Loyalty points.

These accounts having the loyalty points are unique to every guest. Therefore, whenever after the first time that guest checks into the hotels, the guest history also affects the loyalty points. The higher the number of points, more loyal is the guest. The points can be redeemed by the guest for either free stays at the hotel or free gifts as listed by the hotel or free meals depending upon the number of points accumulated.

The objective of having a loyalty programme is not only to make the guest feel rewarded for his stay but also cross-sell other services which can be used by the guest like laundry, telephones, restaurants etc. and the revenue generated from these could be earned by the hotel. Therefore, instead of loss of revenue by providing free stay, they actually gain the revenue as well as certain customers for life with the help of the loyalty.

9.1.3 Distribution Points/ Central Reservation System

A customer can simply make a call at the reservation centre to make a booking with the hotel. It sounds simple but it could get complex in case he does not receive the expected or the desired response. The information regarding all guest reservations is managed through computer software, therefore, when a customer make calls to query about a reservation, all his hotel usage history pops up in the system which gives a chance to the executive at the reservations to instantly recognize the customer and address him by his name. This moment of truth is experienced by the customer with a feeling of recognition and feels it as good service at the first touch point itself. The input or instruction received from the customer at the stage is recorded in the reservation system for further reference by the hotel operations.

9.1.4 World Wide Web

ITC has an information portal which only allows the customer to request a reservation which has to be checked manually by the hotel reservations and then only the confirmations are given. This is a touch point of customer relationship because a speedy and accurate response could win you a customer. And since it is on an individual basis, it is more personalized and customized because the customer puts in his preferences when requesting a booking. Therefore, once it is entered in to the hotel’s data base the customer does not have to repeat his preference as they are automatically suggested by the reservation form on the net.

9.1.5 Call Centers

ITC Maurya has a Call center dedicated to servicing the loyalty programme members. Here the customers can call in and find out about any information related to their membership. Whether query relates to accumulation or redemption of points, it can be accessed through these centers. This facility has been outsourced by Maurya and is out of the premises of the hotel. This has been done to service the quest in a most personalized and efficient manner. Call centers can now even be accessed via e-mail as it is the most cost effective and time effective way of accessing

9.1.6 OTHER INCENTIVES TO THE CUSTOMERS BY ITC

WELCOME GROUP HOTELS

Welcome Award – Rewarding Relationships

Welcome Award has earned the distinction of being India’s premier and most powerful frequent guest programme. The Welcome Award programme recognizes customer as a business traveler and through its strategic alliances with travel partners endeavors to build a rewarding relationship customer. As a Welcome Award member customers can earn ‘Stars’ on every aspect of their business tripaˆ¦hotel stays, business entertainment, Car rentals and even air travel.

Welcome Link- Bring home the rewards

Welcome Link, India’s most popular programme for key professionals offers many value-added benefits. It is designed to help members in making reservations for their company executives. For every materialized room night booked by a member at ITC-Welcome group Hotel, points are earned that can be redeemed for a wide range of rewards.

With Welcome Link, the member can look forward to many exciting promotions and prizes coming their way plus an exciting range of rewards, complimentary dining, free holidays, air tickets, car rentals and privilege shopping with Citibank Diners Gift Vouchers countrywide.

ITC’s STEPS IN THE CRM PROCESS:

The first step in CRM is for the internal customer ie the employees. At Maurya, they are trained to learn more about the guest and his background so that when he talks to the guest, he can strike a conversation that is of some interest to the guest. That may not be necessarily related to his stay at the hotel but these informal conversations with the guest can help build an excellent rapport with the guest which will lead the guest to know the employee by the name. In future interactions, it is possible that the guest may only wish that most of his work done through that employee. This is also a form of customized and personalized selling within the hotel.

The second step in CRM process is to integrate the information which is received through touch points. From a marketing point of view, it is important to get the desired input back from touch points in such a way that all the bits and pieces picked up by different touch points can be organized and used as valuable information by various other touch point to offer the right product to the right customer and that too at the right time. All this is done by creating a data base

9.2 THE OBEROI GROUP OF HOTELS

Oberoi has a very loyal patronage from its guests, which has ensured a high market share in the high-end segment of the market, which they cater to.

CRM PROCESS AT THE OBEROI GROUP OF HOTELS

According to the Oberoi the terms-Customer Relationship Management and Relationship Marketing are used interchangeably therefore they do not have a separate CRM department as the outlining functions of the CRM process are integrated in the Sales and Marketing operation. They use a variety of after sales tactics for customer bonding and loyalty. Co-operative and collaborative relationships with customers seem to be the most prudent way to keep tracks their changing expectations and appropriately influencing it. The Oberoi has ensured the above by the various ‘end user’ and ‘booker’ programs such as:

(Starkov, 2006)

9.2.1 Top – The Oberoi Plus

This is an end-user program with an enrolment fee of Rs.575 only. It is beneficial for guests who use the services of the hotel. Each time a guest spends, he accumulates points which can be redeemed for any services of the hotel. By enrolling and rewarding customers with the help of this program, the hotel ensures that a greater bonding towards long-term customer retention. They have also tied up with the airlines for interchangeable redemption of points.

9.2.2 Connections – Bookers’ Program

Bookers are an important link in materializing an actual sale therefore they need to be kept motivated to push the hotel when the reservations are made by a corporate account. Each time a booker gives as reservation to the hotel he gets credit points for that and which can be redeemed for gifts or any hotel services.

9.2.3 Food Festivals

The Oberoi conducts various food festivals at its Restaurants. Regularly and sends invitations to its more profitable Clients.

9.2.4 Tie-Ups

The Oberoi invites top clients like CEO, Managing Directors and key decision makers of different companies to social evenings specially arranged to further enhance the Customer relationship management functions.

9.3 THE TAJ GROUP OF HOTELS

The Taj Group is also investing heavily on CRM systems to maintain customer databank with their profiles to give a quicker and personalized service to their loyal clientele. The Taj gives high priority to guest satisfaction. They even have an SMS service to keep track of lost/missed calls by the customers while they are away. They have employed applications like PMS, CRS and CIS to keep track of customers’ profiles which includes information such as their spending patterns and their special needs also. They employ data mining technique to get and act on data and also give credit to the employees who get compliments from the guests.

TAJ GROUP OF HOTELS TO ITS CUSTOMERS/GUESTS

1. Taj Inner Circle

Taj Inner Circle, the frequent guest programme, allows guests to earn points whenever they stay or dine at The Taj. Guests can then redeem their points for specially selected rewards like complimentary stays at Taj hotels, resorts, and palaces.

2. Taj Epicure Plan

The Taj Epicure Plan is an optional add-on dining plan to the Taj Inner Circle. Members earn Epicure points for expenditures incurred on food and beverages, at participating Taj restaurants in India.

3. About the Taj Inner Circle

The Taj Inner Circle has three membership levels – Blue, Silver and Gold. Customers/Guests join at the Blue level and start earning on their stay or dining or both expenses at all Taj properties. To qualify for the Taj Inner Circle Silver membership level, customer need to accumulate 250 points in any continuous 60-day period i.e. spend Rs.25,000 (INR), excluding taxes, in any continuous period of 60-days. Members who spend Rs.2,00,000 (INR), excluding taxes, in continuous 12-month period, will be automatically upgraded to Gold status. Gold card members enjoy enhanced privileges and accumulate points at a faster rate i.e. they earn at the rate of 1 point for every Rs.80 spent, excluding taxes. Gold and Silver card members of the Taj Inner Circle also enjoy a host of privileges like easier check-in check-out formalities, discounts and priority wait-listing.

4. About the Epicure Plan

The Epicure Plan, an optional add-on to t

SWOT Analysis of Singapore Tourism

Tourism is at its rapid expanding stage which most of people now in the 21th century are traveling and visiting attractions all around the world. There are so many states which are Africa, the aˆZAmericas, East Asia and the Pacific, Europe, the Middle East and South Asia, within all this region there are so many countries and states that can be counted as a tourism destination and attraction as long as it is accessible to people there will be tourist.

Singapore has one of the largest service sectors in tourism. For Singapore to take this advantage as a tourism destination, it has contributed 3% of Singapore’s GDP which has generated some of US$ 9.4 billion. Being one of the most popular countries in Asia, Singapore has been growing very rapidly for the past few years. With the help of the tourism industry, it has strengthened the infrastructure developments, in addition of various events and the countries strategic location in the heart of region. This shows how much the role of tourism industry can play in Singapore’s economy. To ensure that tourism remains a key economic pillar, a bold target, Tourism 2015, was unveiled in the year 2005. The objectives of Singapore is to triple the tourism receipts to US$ 30 Billion, doubling visitor arrivals to 17 Million, and creating an additional 100,000 jobs in the services sector by 2015, according to “Opportunities in Singapore Tourism Industry (2007-2009)”. Having all these advantages, the negatives are also a factor to look at so by doing this research; I will have a better view on the impacts, advantages and disadvantages.

http://www.researchandmarkets.com/reports/463815/opportunities_in_singapore_tourism_industry_2007

1.3 Literature Review

In the few books I have read like Tourism in South-East Asia, Tourism impacts, planning and management and Tourism management: managing for change. These books are written by the following authors Peter Manson, Michal Hitchcock and Stephen Page. The content of the book have the different kinds of effects from tourism and changes countries have to face and how can they cope with it. I felt that many of the fact that are stated in the books are very agreeable like in the Tourism impacts, planning and management book written by Peter Mason “The impacts of tourism can be positive or beneficial, but also negative or detrimental. Whether impacts are perceived as positive or negative depends on the value position and judgment of the observer of the impacts.” This shows that no matter how people research on any of the impacts there are always another way to view positive to a negative and negative to a positive. For the Tourism management: managing for change by Stephen Page quoting “It is widely recognized that a range of factor impact upon the success or failure of visitor attractions as tourism enterprises. This has to be viewed against growing visitor expectations during their visit and the need for attractions to improve standards in many countries worldwide.” what I have understood is the tourist has ever changing taste and to keep up countries have to upgrade or maintain what they have now or they would lose out. By using the research question expanding the search of the topic would be a clearer view of achieving the objective.

1.4 Source of information

Tourism is now a very vase integrated subject involving many sectors. So by researching information on Books like Tourism in South-East Asia, Tourism impacts, planning and management and Tourism management: managing for change the books tells how and what are the different situations. The other source would be from the internet where I can find millions of information regarding tourism and destinations. Using the search engine Google I would search the key word from: Tourism Impact, Singapore tourism, future of Singapore 2015. With just these few words I am able to get a few data on tourism. Because of a limitation of time I can only use the secondary research data on all that are done.

Questions

1 What makes Singapore a popular tourism destination?

2 What are the challenges faced by Singapore as a tourism destination?

3 What are the impacts of tourism?

4 How will Singapore maintain its popularity in the future?

Objectives

To analyze what attracts tourist to Singapore and why
To understand what challenges faced by Singapore in attracting tourist
Evaluating impacts of tourism on Singapore
To find what Singapore will do to keep up with other countries in the future.
1. What makes Singapore a popular tourism destination?

Although Singapore is a small country, the amount of entertainment is compatible to other countries. Being one of the leading tourist destinations in Asia and with millions of visits every year, Singapore is also popular for business traveling destination because of the large number of exhibitions and conferences are organized every month in Singapore. A destination is a place which is created for a purpose, that is what Singapore have done they have created a destination where tourist comes to visit. The following attractions are made or modified in a way so that it can accommodate people. To stay popular Singapore have keep up with the trend of others and improving and expanding it. Examples like allowing casinos to be built when the pass few years which has been denied many times.

The main categories of the popularity in Singapore now are listing bellow:

-Attraction

-Stability

-economical

-cosmopolitan

-Events

-Festival

What I think is of how Singapore has to struggle to survive in the economic sense. Singapore have made it big and achieved a better economic structure but all these comes with a price they have to get a number of people to work in the attractions but also entertain the tourist so the number of people that are working in the tourism industry in Singapore is high resulting a high in reliance on tourism.

SWOT part1
(S)trengths
Leading tourist destinations in Asia
popular for business traveling
Rich in economy
Safe
(O)pportunities
Strategic location
Tourists arrivals
Tourism receipts
Outbound tourism
Outbound tourism expenditure
Medical tourism industry
MICE industry

(W)eaknesses
Small country
Limitations on amount of visitors
Limited resources
Manmade attractions
Limited natural environment
(T)hreats
Countries mimic
Terrorism
3 What are the impacts of tourism?
1.5 Methodology

PESTE

Political, economical, socio-cultural, technological, environmental

The six elements of the tourism have is advantage however the disadvantage are high too in order to understand it we have to look at two different perspective which is the positive and negative. Everyone have different perspective no matter how good a situation is there is always a downside.

(P)olitical

Positive

More order in country
Improve diplomatic ties

Negative

Terrorism
Strict reinforcement
(E)conomic

Positive

Contributes to income and improve standard of living.
Improves local economy
Increases jobs that decreases unemployment rate
Increases tax revenues.
Improves infrastructures
Increase investors

http://wiki.answers.com/Q/What_are_the_positive_economic_impacts_of_tourism

Negative

Increase in food, land, houses would be more expensive for the locals
Part-time, semi-skilled, poor paid and taking away traditional jobs
Seasonal jobs such as these could then possibly lead to high rates of unemployment.
Dependent on the tourism
Inflation
Leakage
(S)ocio-culture

Positive

Traditional art or handicraft result from tourist
Responsible cultural tourism
experience and understand new culture
reduce negative perception
tolerance
integrated world
culture pride

Negative

language barrier
pick up bad habits
cultural conflicts
loss culture identity
(T)echnological

Positive

improvement in technology
improve in booking system which leads to easier booking so therefore a increase in tourism
able to get information easily online

Negative

increase in scam
might have a negative perspective on a country after reading reviews
(E)nvironment

Positive

increase in national park for tourist limited damage / even limited damage still does damage
increase awareness of maintaining nature partly because of profit because when maintained more tourist would come back to visit again

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

Negative

Pollution from more vehicles demand
litters dropped by visitors
disturbance of natural habitats and cause damages the landscape
land clear for more attractions/ amenities
heavy usage on resources

4. How will Singapore maintain its popularity in the future?

Singapore to compete with other countries would be a challenge but it has made it. Being 1st in doing what others could not. Examples like that F1 Night race and the coming 2010 youth Olympics will be here 1st. The need for Singapore to stay competitive is the ideas that are made and are being able to be executed. In 2005 Minister for Trade and Industry, Mr. Lim Hng Kiang shows the planning that is being done to triple Tourism Receipts (TR) to S$30 billion, doubling visitor arrivals (VA) to 17 million, and creating an additional 100,000 jobs in the services sector by 2015.

1.6 Recommendations

The current tourism situation in Singapore is doing quite well and achieving the 2015 would not be a problem with all the new attractions and events coming up. However currently there are advantages and disadvantages in Singapore, the advantage Singapore has now should be maintained and improved. The disadvantages should be overcome to be competitive in the future.

ADVANTAGES

counted the safeties country
minimum crime (robbery, stabbing, riots, and protests)
natural disaster harder hits Singapore cause of being surrounded by other countries

DISADVANTAGES

lack of service experience
bad services
strict laws
high in tax
1.7 Analysis

After doing all the research I have analyzed that tourism is like a product and there is the product life cycle and Singapore is at its growth stage and with the coming youth Olympic, the growth will increase because in the future there would be more new attractions like the two new integrated resorts and theme parks that comes with it to boost the economy. Although there still maybe a few disadvantages and negative impacts Singapore could improve and control on what is bad. Being a small country has its disadvantage but how different people look at it is that because it is small it is more easily manageable compared to a big country. To see it this way Singapore can increase the tourism weather now or in the future despite the negatives. I will do a further in depth study on the PEST and SWOT analysis to see it more in detailed.

1.8 Conclusion

Singapore Tourist could be a very useful element in the country’s economic how ever there are many other reasons they can be helpful too. In my opinion best thing about tourism is mainly because of the economic that is why almost every country they are promoting tourism and trying to attract people to their country. Same thing goes to Singapore without tourism the country would lose three per cent of Singapore’s GDP and more than S$12 billion in tourism receipts. Looking at the PEST and SWOT analysis countries can help understand and improve the tourism and look after the locals so both party would not be affected in a bad way.

CRITICALLY EVALUATE THE CONTRIBUTION OF HERITAGE TO THE UK TOURISM

In the growth of an economy there are those activities that contribute a lot to the growth; they act as the backbone of the economy. According to Boyd & Timothy (2003) The UK has diversified such activities and tourism has contributed to huge earnings in the country that has gone ahead of other economic earning activities. Investing in heritage tourism has proved to pay dividends to the UK economy and has not disappointing since its inception. This paper critically evaluates the contribution of heritage to the UK tourism industry outlining the benefits that has come with it. Billions of pounds have been earned as income to the UK economy contributing a lot to the gross domestic products. It tackles the historical context of heritage, the value and role of heritage to tourism, the supply and demand of heritage and gives facts and figures on the issues.

As explained by Davies & Prentice (1995) numerous visitors have flocked to visitors the heritage sites such as museums to experience a taste of what UK has to offer. Heritage on the other hand consists of various types of tourism; these include events and festivals focused on heritage and traditions; physical attractions for instance museums and heritage centers; destinations that are associated with renowned people; holiday based packages e.g. tours to ancient sites; routes and journeys aligned to heritage place; themes in heritage; historic events; and traditional functions.

The benefits that come along with tourism firstly include direct benefits such as businesses issuance of tourism products and services. According to the Deloitte Report (2008) there current contribution to the economy for direct benefits amount to ?52 billion which constitute 3.7% of the GDP. This figure has incorporated value addition to the tourism related products. There were also 1.36 million jobs in 2007 supported directly by tourism. These figures have risen to ? 85 billion and ?86 billion in 2005 to 2007 (Deloitte Report, 2008). Secondly, is the contribution there is indirect benefits that include support given to tourism businesses. Thirdly there are spill over benefits that include retail, manufacturing and health and life services (Deloitte Report, 2008).

In focus to the heritage tourism every tourist has his or her taste; this calls for various activities to tap every tourist to enjoy. The destinations, museums, tour operators have customized the heritage tourism to different levels which makes it possible for every tourist to be attracted in one way or the other. As stated in Light (1996) in “Heritage Tourism and Historic Towns” the development of tourist holidays where they are related to an aspect of tourism e.g. art history or historic railway development and touring heritage sites where tourists are guided to.

Heritage tourism has been segmented in to three where the first are individuals who travel independently; groups who travel on shared heritage interests; and groups who travel together without a common interest in heritage (Department for Culture, Media and Sport, 2009). Developing ways to get attractions for these segments has played a significant role in the development of tourism since there are customized products developed to target each segment.

Heritage has brought about various benefits and is very important to the economy of UK. Heritage tourism is a major attraction for tourists from other countries which provide jobs and earnings to locals (Nuryanti, 1996). It is also a major source of foreign currency. In addition it provides revenue that is used for various beneficial purposes such as conservation. It also enhances the image of the country making it a major tourist attraction for levelers.

Heritage tourism is concentrated in London, historical sites such as the York, Lincoln, and Edinburgh; the Stratford-upon-Avon Shakespeare and Wordsworth Grasmere and other famous people; and famous sites e.g. Stonehenge (Davies, & Prentice, 1995).

The Heritage Lottery Fund (HLF) has been involved in the development and investment of tourism in the UK. According to the HLF report released in 2010 heritage tourism had contributed to a massive ?20.6 billion in Gross Domestic Product (GDP) (The Heritage Lottery Fund report, 2009). This was higher than any other product or services industry such as advertising, filming, and car manufacturing in the UK. This highlights the need for increased investment so that there can be huge and better returns. It has also contributed to 195,000 full time equivalent jobs that has originated from historic buildings, the country side, parks, and museums (The Heritage Lottery Fund report, 2009). This means that the potential of heritage can be exploited to ensure the country grows and develops immensely from the earnings.

Figure 1: heritage based visitor economy (Source: The Heritage Lottery Fund report, 2009)

To critically analyze the earnings and activities in the industry there were more that 10 million trips made by tourists from foreign countries to the UK annually where 4 out of every 10 citing heritage as the key motivation behind the visits; this was more than any other single factor contributing to the trips. In addition, heritage tourism is worth ?12.4billion annually which is spent by the attracted visitors in heritage sites (The Heritage Lottery Fund report, 2009). This includes money spent in entrance fees to the heritage sites; and other purchases that are done connected to heritage products and motivation e.g. buying at curio shops, or restaurants and accommodation expenses for the tourists.

Domestic tourism also known as staycation is also another source of income and part of the ?12.4billion earned (The Deloitte Report, 2008). An estimated 60% is obtained from domestic tourism where residents have supported their country grow though daily visits to such sites (The Deloitte Report, 2008). A whooping ?7.3billion has been spent in expenditure in the heritage industry where most of the money has gone to building, renovations and maintenances of heritage attractions, parks and museums. The GDP of the country has continued to benefit a lot from this investment where an estimated at ?7.4 billion annually has been earned as salaries and wages, profits? and income by the tourism business community including hotels, curio shops, restaurants, and also the heritage sites included (The Deloitte Report, 2008). The addition of economic multipliers to the earnings such as proceeds earned by suppliers to the tourism dealings the annual total GDP contributed by heritage tourism hits highs of ?20.6 billion annually.

Figure 2: showing the sector contribution to the UK GDP (Source: The Heritage Lottery Fund report, 2009)

It is with no doubt that these earning can be increased to higher figures in future through taping in to the high potential in heritage tourism. This means that the government in collaboration with the tourism departments must come up with more attractive policies that will ensure funding to tourism so that it has the framework that will support it have the best earnings (Nuryanti, 1996). In view of the fact that tourism is a fast growing industry and it can contribute maximally to those who invest in it; the unique part of heritage tourism should be advanced in the UK so that it becomes the leading figure in it. With such measures the country’s tourism sector will remain vibrant and sustainable presently and in future (The British Tourism Review, 2009).

Heritage tourism is the 5th largest industry in the UK; this is contributed by the fact that the UK has a rich and vibrant heritage and very important not only to the numerous visitors who flock the country but also for the local, regional and national economies (Nuryanti, 1996). It has been revealed that a huge percentage of the visitors to the UK do so on the grounds of heritage, pageantry, history and culture. In tapping more to the potential of tourism through effective tourism weeks, marketing of the tourist sites and attractive holiday destinations the country stands to reap maximum benefits (The British Tourism Review, 2009). The HLF should enhance adaptability, welcome, place making, choice of goods and services, skills, quality, access, and information provision so as to ensure a successful industry (Nuryanti, 1996).

The HLF should be driven by the fact that tourists spend on the basis of relative cost/bilateral exchange rates, destination attractiveness, overall Gross Domestic Product (GDP), consumer expenditure, and investment. There should also be effective management of factors such as security/safety, alternatives (availability/relative cost), taxation, globalization, incomes and inflation so that the visitors can have confidence in the trips to the country (VisitBritain, 2009).

sSecurity is a major concern especially with the development of terrorism and many terror threats coming from terror groups that act as militia. Security may come as a threat in view of the London bombings and suicide bombings occurring globally targeted at developed countries. There must be more segmentation of tourist products to enable all people of different income levels are able to visit the sites; while taxation needs to be checked to ensure the participants in the heritage tourism industry are not affected negatively in their business. The HLF cannot do this alone but needs the help of all the stakeholders who must contribute to ensure an efficient tourism industry majoring on heritage as an asset.

According to the Heritage Lottery Fund report, (2009) the HLF has the mandate to make this dream a reality because it remains very vicious and is achievable through proper mechanism. The most recent has been the investment of ?4.4 billion since 1994. The funding involved eight of the most attraction in England, twenty one of UK’s world heritage sites and 14 national parks (The Heritage Lottery Fund report, 2009). Over the years there have been extensive studies on the progress of the investment where visitor surveys and economic impact studies.

In the studies it has been found out that typical increase in the number of visitors by more than 50%; “88% of visitors rate the value for money of HLF’s investment as either ‘good’ or ‘excellent’; an estimated 32,000 jobs have been sustained in the tourism sector as a direct result of HLF funding; and every ?1million of HLF funding leads to an increase in tourism revenues for regional economies of ?4.2million over 10 years” (The Heritage Lottery Fund report, 2009).

The HLF focuses on enhancing heritage tourism through exploiting the potential in the strengths of the country which include natural/historical/cultural assets; the English language; accommodation; food and drink; and international connections (history and transport) (Boyd, & Timothy, 2003). With these advantages on their side they are able to build a strong empire that contributes to vibrant growth in the economy and development of other vital sectors.

There are weaknesses that make this exploitation a challenge which according to the The British Tourism Review, 2009 in the article “Achieving The Full Potential Of The Visitor Economy” include “transport infrastructure; expense of visit – not ‘value for money’ (e.g. visitors pay the second highest amount of tax in the world); logistics (e.g. Visas) are expensive and complicated to attain compared with other countries; ‘welcome’ and skills of people in the industry; and short summer seasons”.

In the Heritage Lottery Fund report (2009) it is estimated that 53% of people who make trips annually do so to experience what historic towns and cities have to offer; 42% make visits to the museums and galleries, translating to 40 million people annually visiting museums and galleries. 10 million trips are made to the historic parks, 1.2 billion visit the country side, 38 million visit historic buildings cathedrals and castles and an estimated 250 million visit the Britain’s inland natural features such as canals and waterways. Putting into consideration the high potential in the tourism sector can grow explicitly if developed; as cited by the HLF report “Investing in success” the tourism economy is estimated to grow by 2.6% annually between the years 2009 and 2018; this is a much higher estimate that the 0.8% estimated growth in retailing, manufacturing and construction sectors (The Heritage Lottery Fund report, 2009).

In conclusion the potential in the heritage industry is immense and with the numerous gains there is need to ensure they are safeguarded from any destruction. More efforts are needed to make sure the full potential is achieved so that the economy can grow sustainable. Sustainable management should be key issues in the maintenance so that visitors can be encouraged to visit not just one time but numerously so as to increase income. The HLF has the challenge to make better policies that will ensure all the potential is exploited and also sustainable use of the resources. The UK government through HLF should make sure should develop policies that maximize on both volume and value; enhance adaptability, and support long term sustainable economic growth. A more efficient and effective heritage tourism industry should not only be the goal of the HLF and the government but also all stakeholders that benefit either directly or indirectly. There should also be very tactical measures that ensure improved domestic heritage tourism which will not only make earnings but also teach the locals about their traditions and heritage.

Criteria for eco-hotel

Introduction

Tourism is one of the leading growth sectors of the global economy, bringing in billions of dollars annually in developing countries and transporting millions of people internationally. But the tourism industry’s growth through the years has created an increasing amount of stress on the environment. Ecotourism is nature-oriented and environmentally focused and is growing rapidly.

Ecotourism aside, many in the hotel industry have recognized the negative impact their business activities have on the environment and have taken action to alleviate those impacts. Environmentally responsible business practices dovetail well with the newfound popularity of ecotourism. They harmonize tourism and environmental sustainability.

Eco-hotels are a name given to represent a hotel or an accommodation that has made the surroundings improvements to its structure so as to reduce its impact on the environment. This is known also known as green hotel which are environmentally-responsible accommodation that follow practices of green living. To be considered as environmentally responsible these hotels have to be certified as ‘green’ by an independent third-party or by the state they are located in. Traditionally, these hotels are qualified as Eco Hotels because of their location, their design inspired by the use of traditional building and the eco activities they offer.

Chapter 1
Literature Review
1.0 Criteria for eco-hotel:

An eco-hotel must as a rule meet the following criteria:

Rely on the natural environment
Environmental sustainability
Should be able to safeguard the ecology
Should sensitize people about the environmental training programs
Should be able to bring intercultural exchange
Should be able to increase the country’s revenue
Maintaining the organization building by using non-hazardous cleaning agents and laundry detergent
100%organic cottonsheets, towels and mattresses
Non-smoking atmosphere
Renewable power sources like solar or wind energy
Bulk natural soap and facilities as an alternative of individual packages to reduce waste
Guest room and hotel lobby recycling bins
Towel and sheet re-use (guests can tell housekeeping to leave these slightly used items to reduce water utilization)
Energy-efficient lighting
On-site transportation with green vehicles
Serve natural and local-grown food
Non-disposable dishware
Offers a fresh-air exchange structure
Gray water recycling, which can be used in the kitchen, bath and laundry water for garden and landscaping
Newspaper recycling plan
1.1 Hotels having this Criteria
Copenhagen: No.1 Green hotel in the World.

Eco star: 1

Stars: 4

Location: Europe

Country: Denmark

Copenhagen Towers in line with the Green Building Standard is the first hotel in Denmark that has got linked with the UN’s Global Compact. It has been considered that the building can saved about 1.373 tons of carbon dioxide annually and it has also been awarded the golden nail for being the most pioneering eco-friendly building. The Crowne Plaza Towers was constructed in 2009 using the most modern renewable and most sustainable resources. According to the president of Copenhagen Hotel Management, Sandeep Sander, the notion used by the hotel was to be more sustainable first to produce most of the energy used and to save as much energy as possible.

“One of the key power saving initiatives is the mechanism of a groundwater based system, is based on the idea of recycling energy, and provides both heating and cooling to all 366 hotel rooms, the conference room section, kitchen, restaurant, and the ancillary office building.”Actions such as intelligence control of lightning and low-energy light sources have been taken to guarantee that the consumption is kept low. The majority of the part of the hotel’s IT infrastructure were used on foundation of energy saving and renewability.

Managing director for Crowne Plaza Copenhagen Towers, Allan L. Agerholm acknowledged: “The bikes invite the guests to move in new habits that benefits their personal health and wellbeing as well as the environment in general. The guests plainly provide the energy in the hotel. On one hand, the biking might represents an emblematic sustainable act. Yet on the other it also presents that the socio-eco-awareness now also apply for the service area.”

The Crowne Plaza Copenhagen has used this new concept- green concept- for the interests of the hotel, its employees and the guests. the prominent Victoria Harbour in Hong Kong, the Hotel Nikko Hongkong occupies one of the city’s choicest locations in Tsimshatsui East…ISO 14001 plus other awards.

Eco star: 2

Stars: 5

Location: Asia

Country: Hong Kong

In line with ISO 14001, Hotel Nikko Hong Kong has dedicated itself to the ecological shield. Its purpose has been to give environment-friendly services in their industry so as to be distinctive competitive as compared to others. Its aim is to provide good biodegradable services for its guests. It has also committed itself into taking appropriate techniques to stay away from pollution and towards the preservation of resources. To sponsor tourism marketing, Hotel Nikko has joined Friends of the Earth’s 2008-09 as a Saturn corporate member, the second highest contribution tier. The hotel management and staffs also helps to support environmental services to the guests so as to diminish wastage of natural resources and pollution done to the environment. To encourage its employees, the “Green Innovator Award” was the mechanism used to award the most innovative and convenient environment initiatives anticipated by the hotel. The concept used by Hotel Nikko Hong Kong is the 6R. The 6R concept consist of the following aspects: Reduce, Reuse, Replace, Repair, Refill and Recycle. The hotel has used this concept to control waste water organization. It is done in the safest way.

The orchid- ECOTEL licensed by HVS Eco Services website has a wealth of good information…

Eco star: 3

Stars: 5

Location: Asia

Country: India

“A tree always grows from its roots; every building needs a strong base”

The Orchid Hotel is found in Mumbai and it is Asia’s first qualified environmental friendly five-star hotel and it has been approved the ISO 14001. They just think in having a sustainable development which can build up an experience where:

“Deluxe need not disturb, Comfort need not compromise and Enjoyment need not be insensitive.”

The creation itself was designed particularly in such a way that is eco-friendly and even the resources used are sustainable and can be conserved. For the civil work, they have used:

Cement – They have opted for the PPC (Portland Pozzalana Cement) which hold 15-20% fly ash, as compared to OPC (Ordinary Portland Cement)
Their internal partitions were built from wall panels made of compost waste and they can be reusable later.
AAC (autoclaved aerated concrete)
Water conservation by adopting the 6R theory
Aerators/flow restrictors
Sewage management plant
Drip irrigation
Drinking water treatment (aquazone)
Rubber wood
Medium thickness fibre wood
Reused wood
Triple glazed windows
1.2 Environmental Management

In the 1980s and 1990s environment pressures has greatly affected the various industries and nowadays it has become such an important thing that it is not only affecting the outputs but even the inputs and process. Hotel industry has provided a major benefit to local and national economies; its growth has also put in danger the environment and socio-cultural area of where it’s developing. David Kirk (1981) argue that the hospitality sector is more affected as most hotels restaurant are situated near beauty and historic places where the need to protect is greater and even more vital. The addition of services to attract more tourists has already affected such places and thus more constrains crops up when building such facilities.

Moreover tourists don’t care about their action which contributes to the degradation of the environment. They expect to be pampered and don’t pay attention to lashings of hot water, long time showers, and huge amount of supply of towels, copious food and more the need to be taken to the airport in limousines. We can say that nothing can be done to reduce the amount of waste without the help of the tourists, even if manager applies new ways of doing in the management of waste guests’ plays an important role.

Environmental management is such a broad concept that it encloses aesthetic, cultural, ecological and social. There is a whole big work that should be done to educate people about the importance of a proper management of them.

The hotel industry is one that consumes a lot of energy as a huge amount is to provide comfort and service to guest that are ready to pay for a unique treatment and entertainment. The amount of energy varies from Hotels due to their size and volume of guests. In the investigation of Paulina Bohdanowicz (2001) she finds out that Heating and air conditioning represent the highest energy consumption and is even consuming twice as catering which can be found at the second position.

There is a wide misconception in the hotel industry about reduction of energy use. Tourism is not giving an important consideration to this aspect as there is no proper planning to directly influence the output of energy consumption.

Local resources could be used like solar, wind, hydro these are excellent source of alternative energy as they have low impact over the environment. As tourism is a growing and evolving industry eco-(sustainable) tourism represent a currently small market but with time it may become the leading industry with millions of environmentalists and more consumers aware of environmental issues. Unfortunately more developers, planners believe that doing a sustainable development cost more and take more time. It will also provide less profits as more investment and less services will be available.

It is true that green building offer many advantages like better economic opportunities, more

comfort and convenience, better working and enhanced working environment, competitive advantage through the marketing and technology advancement, greater profits as building green cost less if it is correctly control and operated, offer an increase product and asset value as it represent the new era.

The slogan “think globally, act locally” has been around in green politics for a long time but it is still very relevant. Problems are created at a local level through the business, leisure and activities provided by hotels. Robert F. Bruner (2004) clearly states that when you look around, it as if as economy has gone global, each one is copying on others ways of doing. These activities may result in effects on the environment at a local level and collectively at a national and global level therefore to change global trend one must change locally.

Tourism objective is to offer service entertainment, comfort and luxury as well as a numerous range of services in an aggressive competitive market. There is a must to consume more energy to provide such services. The only way to control the production of such services is to get in close cooperation with all the stakeholders involved right at the beginning of the planning stage.

1.3 Some Important events in Environmental management:

1956: Clean Air Act;

1970: Department of Environment established;

1972: publication of “Limits to Growth”;

1973: formation of Green Party;

1974: Control of Pollution Act;

1987: Montreal Protocol (CFC emissions);

1987: Treaty of Rome;

1987: Bruntland Report (sustainable development);

1987: HM Inspectorate of Pollution;

1990: European Environmental Agency;

1990: White Paper on Environmental Strategy;

1992: Rio Earth Summit Conference;

1993: UK National Sustainability Plan.

Environmental management was given more importance with the rise of health problem due to pollution from industries. Industries expanding themselves caused great damage to environment with the massive pollution they were doing. Without the interest of the highest level of an organization it is less likely that a company will involve itself in environmental management. Therefore to be able to do such thing there should be the participation of everyone in a company so that ideas develop flourish.

The first step is to have a vision and to transform them into objective and targets with clear monitoring so as to have control and communication being done for everyone to go into the same direction. The next step is to conduct an environmental audit into the company so as to identify areas to be made targets.

Environmental Management touches sector like purchasing policies, waste management and waste disposal in a company. A department should be created in order to fulfill those required task so as to enhance and to show a real endeavor towards environment protection.

1.4 Environmental management in the hospitality industry

Not much interest was put in the hospitality sector until the creation of the International Hotels Environment Initiative, which was launched by the Prince of Wales. The first main objective was to create a manual on environmental management for hotels.

The Hotel Catering & Institutional Management Association (HCIMA) and the World Travel and Tourism Council have established an initiative on environmental management awareness. The programme, known as “Green Globe”, has as its main objective the aim to provide practical and low-cost means by which hospitality companies can follow rules to undertake environment improvements base on international guidelines.

1.5 Policies and Standards set for Eco-Hotels

There are several places in the world whereby green hotels/ eco hotels are now being practiced. In most cases, by setting up several laws and regulations on hotel construction, government has forced the hotels builder in constructing eco-hotels. There are also several associations which are fighting for a more eco-friendly buildings and hotels.

A few key building environmental assessment tools presently in use comprise of:

Canada: LEED Canada / Green Globes
China: GBAS
India: Indian Green Building Council (IGBC) / GRIHA
Japan: CASBEE
United States: LEED / Living Building Challenge / Green Globes / Build it Green / NAHB NGBS / International Green Construction Code International Green Construction Code (IGCC)

United Kingdom: BREEAM

A few key building environmental assessment tools such as BREEAM (United Kingdom), and CASBEE (Japan) are a great help for the consumers in determining a structure’s aim and level of the environmental accomplishment. They reward credits for optional construction features which sustain green model in categories such as the site location and upholding of building site, conservation of water, etc. The stage of achievements are then determined through the number of credits.

Governments have begun to command a reduction in the use of energy and emissions. In US in the construction industry, “Leadership in Energy and Environmental Design” also known as “LEED,” is being developed as a widely-accepted standard. The LEED certification has been modified by the U.S. Green Building Council to give facilities to all buildings to earn points in many categories, helping thus the hotel operators to be able to obtain certification for their existing services.

They thus earn points by being sustainable in:

The low energy use which reduces the release of air pollutants and greenhouse gases
By reducing water consumption by 30%
The use of recycle products to renovate.
The use of innovative technologies that help in reducing energy usage thus achieving other types of sustainability.

There is on about 1,200 LEED-certified buildings till the end of 2008, most of which are new instead of renovated buildings.

The government also plays a very significant role in the industry’s eco- environment, not only by creating environmental resources to help the industry. The government officials also shared their acquired experience on ecological work with the practitioners.

According to the United Nations Environmental Program, 2001, the French Ministry of Spatial Planning and Environment along with some hotels has been sponsoring the making of teaching materials for environmental issues. The Hong Kong and French government also shows the importance of pursuing sustainable tourism by funding two cases.

Referring to: Hotels’ environmental management systems (ISO 14001) by Wilco W. Chan and Kenny Ho we can see the chart with the different departments and its aims. Introduced in China during the year 2003 with the publication of China Hotel Association’s standards for green hotels, it was targeted to build and develop 10,000 green hotels by 2010.

In May 2007, URBN Hotels & Resorts, a hotel situated in Shanghai, entered into an accord with Emissions Zero, a company which sells offsets greenhouse gas emissions. URBN plans was to calculate the hotel ‘s total amount of energy consumed, to then purchase credits in order to reduce its footprint by investing In the local green projects.

In the islands where tourism industry is backbone for economic growth, due to the fear of losing developers, there is often a lack of regulations. Two examples are Barbados and Jamaica, whereby they utilize funds raised to coordinating the Plan for a Sustainable Tourism and the Tourism Product Development Company. They have developed curriculums concerning sustainable practices for the different hoteliers.

The Government initiatives for examples such as Energy Conservation Building Code 2007 are mostly focused on how to preserve environment. A new code had been launched June 2007 clearly specified that only the energy performance requirements for all commercial buildings will constructed in India.

1.6 IPD Environment Code

In February 2008 the IPD Environment Code, which was supposed to be a good practice global standard, has been launched. The Code was introduces in order to measure the environmental performance of corporate buildings. Its aim is to accurately assess, evaluate and deal with the environmental impacts of commercial buildings. The Code covers a broad array of building types which have as aims to:

environmental plan creation
Communicating a responsibility to the improvement of the environment.
Create performance targets
Environmental improvement plans
Life cycle assessments

United Nations (UN) has introduces an Agenda 21 which is connected to sustainable development, a blueprint of action. It is supposed to be taken internationally, on a national scale and locally by different types of organizations of the UN, governments, and major groups that is in every part in which the humans has an effect on the environment.

A great number of organizations, due to the increasing interest in eco-building concepts, are now developing the different standards and rating systems which are encouraging the government’s regulators as well as the construction professional in adopting eco-buildings with more conviction. There are also different codes being written which are now being adopted by the government in order to reduce the different environmental impacts of all the buildings.

1.7 Eco activities offered to tourists by Eco-Hotels

Over the past years, the tourism industry has begun to promote and expand and some tourists adopted and supported the concept of ecotourism, especially in coastal and marine locations (Miller, 1991; Miller & Auyong, 1991b; Grenier et al.,). Ecotourism dates to year 1965 when Hetzer required a reconsidering of cultural education in tourism context and promoted ecological tourism (eco-tourism). Today eco-tourism has become an international concept that makes up the principles of preservation, conservation and sustainable development. According to Valentine (1991) in the literature ecotourism is also recognised as ‘adventure tourism,’ ‘nature-oriented tourism,’ ‘alternative tourism,’ ‘appropriate tourism,’ ‘soft tourism’, ‘responsible tourism,’ ‘ethical tourism,’ ‘environment-friendly travel,’ ‘green tourism,’ ‘sustainable tourism,’ and ‘nature tourism.’ The list could be extended with other alternatives like ‘equality tourism,’ ‘ethnic tourism,’ ‘cultural tourism,’ ‘socio-ecological tourism,’ ‘photo-safari tourism,’ ‘dive tourism’ or ‘surfing tourism’. A tourist activity, a private venture or government service, and a guide for ethical conduct are some technical definitions given to ecotourism. For Hetzer (1965), responsible ‘eco-tourism’ is assessed against four standards:

Minimum environmental impact;
Minimum impact on– and maximum respect for– host cultures;
Maximum economic benefits to the host country’s ‘grassroots; and
Maximum recreational satisfaction to participating tourists.

The Ecotourism Society, a non-profit organisation created in 1990 to serve tour operators, conservation professionals, protected area management specialists, researchers, and guides, among others, defines ecotourism as responsible travel that conserves the environment and sustains the well-being of local people. For example in Shanti Maurice hotel, along with the local inhabitant, use composting for waste reduction. However, there is not yet any standard method to quantify the amount of ecotourism. Bangs (1992) notes that, while generic tourism increases around 4% annually, ecotourism is growing at a rate of 30%. Lindberg (1991) stated that nature-based tourism contributed between $2 and $12 billion in 1988 to the economies of developing nations. According to Miller (1993), today, demand for travel shows greater deviation and magnitude than ever before, so making the tourism industry the biggest business on the earth.

The increase in availability of public transport, car ownership, outbound travel, and new interests in nature based ecotourism, with the increased leisure time implies a promising future to marine eco-tourism. As a result more careful and detailed preparation and planning is necessary to accommodate the estimated arrival of tourists to coastal areas. But still ecotourism is often disadvantaged by limited access, lack of transport and poor resort facilities, including lodging facilities. It is essential to achieve a good balance between the development of leisure and the preservation of natural resources is to sustain the high quality of recreational activities.

The concept of the 3s (sea, sand, sun) tourism is changing to more sustainable tourism activities. There are different eco hotels which offer different activities to tourists depending on their surrounding environment. Hereunder is a list of eco hotels of different eco star ratings and the eco activities they offer to the tourists.

3 star Eco hotels

Leaves and Lizards Arenal Volcano Cabin Retreat(Central America-Costa Rica)

Guests learn about consequences of deforestation and its effects on biodiversity, climate and water during their stay at Leaves and Lizards. Information is shared and discussed during guided tours, through casual conversations and written material in guests’ rooms.

Activities available there to tourists are horse riding, white water rafting, zip lines (Tyrolean traverse) and canyoning.

Admiral’s Inn-north (America- USA)

Information of all the local environmentally-friendly activities that are in the area, including beach walking and hiking are given to guests.

Al Tarfa Desert Sanctuary Lodge & Spa- (Africa-Egypt)

Al Tarfa is an adventure destination, offering daily activities such as guided walks in the desert, local community experiences, camel or horse rides inthedunes or 4?4 visits to local pharaonic, as well as Islamic ruins and natural hot springs. Other rewarding experiences can be arranged, including trips to theadjacent Oases, theWhite Desert Protected Area and theGilf Kebir National Park.

Lake Manyara Tree Lodge- (Africa-Tanzania)

This offers a number of specialist safaris as activities to guests.

Ant’s Nest and Ant’s Hill- (South Africa)

The aim of Ant’s Nest and Ant’s Hill is to provide a uniquely flexible safari experience

Club Afrodit- (Europe-Turkey)

This hotel provides various activities like morning gymnastics, nature walks, tennis, ping-pong, aerobics, basketball, volleyball, darts, water polo.

Eco-Lodge Itororo- (South America-Brazil)

Eco-Lodge Itororo offers a range of activities from hiking tours to horseback riding and swimming in the crystal-clear natural pool.

Ferme de Candeloup- (Europe-France)

This eco hotel also acts as a Yoga centre .During the Winter, a forty minute drive brings guests to the nearest ski station, which is also just a short walk to the Spanish border. Whitewater rafting, horse riding and many other activities can also be pursued in the neighbourhood. For those of a more leisurely disposition, Candeloup is at the heart of the Jurancon wine region, which begs to be explored.

Finca del Buen Consejo- (South America-Ecuador)

They offer activities in many of the local beautiful sites such as waterfall visits, mountain climbing, fly fishing, and pre Inca civilization ruins

Hotel Planinka- (Europe-Slovenia)

Activities organised by the hotel for the guests include mountain adventure park, paintball, hiking & mountain biking, sledging, ice skating.

Best Western Kamloops- (North America-Canada)

In the area guests will find some of the finest golf courses in the country, horseback riding, mountain biking, hiking, fossil exploring, and Western Heritage visit. For more winter activities nearby is the excellent ski Sun Peaks Resort, which is quickly becoming one of the premier ski areas in the country.

Hosteria Huechulafquen- (South America-Argentina)

Guests can enjoy different excursions with diverse difficulty levels like horseback riding, trekking, mountain biking, long walks, kayaking, bird watching, scenery hiking, and the hotel specialises in catch and release fishing.

Ibo Island Lodge, Quirimbas Archipelago- (Africa-Mozambique)

Ibo Island Lodge provides turtle and hatching viewing opportunities to guests to the island.

Iglu-Dorf- (Europe-Switzerland and Germany)

Activities available there are snow show walking, igloo building and sculpting.

Inkaterra Machu Picchu- (South America-Peru)

Group eco-activities, such as bird watching or a guided orchid walk, are provided on their 12-acre grounds.

Laguna del Lagarto Eco Lodge- (Central America-Costa Rica)

The Lodge is operated in harmony with nature following extensive ecological guidelines. It is a perfect place for passionate bird-watchers and rain forest lovers. More than 10 km of well marked rainforest trails make birding and exploring easy, whether guests prefer to go alone or with a naturalist or birding guide.

Matemo Island- (Africa-Mozambique)

For guests who enjoy water sports, sailing, windsurfing, water skiing and banana boats, these activities are offered. Kayaks and snorkels are also available for guests to explore the island’s clear waters.

Rivertime resort and Ecolodge- (Asia-Laos)

Rivertime resort and Ecolodge provide river tours to guests. And Tours most fascinating temples, monasteries, museums and many other sites of interest take guests to the city and local areas in the resort’s minibus.

Sosian Lodge-africa Kenya

Sosian offers a huge range of activities including walking, horse-riding, camel safaris, game-drives, night-drives, fishing, bird-shooting, archery, tennis and swimming in the waterfalls behind the ranch house.

4 star Eco hotels
Belvedere Bed & Breakfast- (Europe-Italy)
All sorts of activities, are provided at this hotel, like walking, trekking, mountaineering, cycling, skiing, snowboarding, snow shoeing or just relaxing surrounded by good food, wine and beautiful scenery.
Brompton Lakes- (Europe-England)

The site is directly on the Coast to Coast long distance footpath and ideally placed for walking, cycling and other outdoor activities. There is also a tennis court, free mountain bike hire and small rowing boats on the lakes.

Cedar House Inn and Yurts- (North America-USA)

Cedar House Inn and Yurts provide horseback riding, kayaking, canoeing, tubing down the Etowah or Chestatee Rivers and swimming in Dicks Creek. Mountain biking on rugged trails or road bike on the same mountainous route used by professional racers is also available.

Chem chem- (Africa-Tanzania)

Guests at Chem chem can experience unforgettable walking safaris and bird watching excursions.

Cotton Tree Lodge- (Central America-Belize)

All guest excursions are focused on the local environment and community. Guests visit waterfalls, caves, Mayan ruins, wildlife reserves, an

Crisis Situation Management in Hospitality Sector

Introduction

The tourist destinations and the tourists have always been target of terrorist activities. Even though, it is broadly recognized that it not a question of what if terrorists attract but instead, how, when and how well-prepared these tourists destination are, what the frameworks of the crisis management that is suggested by different published literature offered by tourism authorities in the improvement and accomplishment of a method targeting the mitigation and prevention of these attacks (Anderson and Shah, 2004). This essay will explain the principles of risk and crisis management that plays an active responsibility in crisis management of the tourists destination hit by the 9-11 terrorist attack and how the stakeholders address the threat of terrorism.

There have been scenarios where the tourism industry in a country or more has experienced the dramatic downturn of the demand of their services (Bamford and Xystouri, 2005). The government and policy makers are bound with the dilemma of how they should react to the said crisis without any research into the related efficiency of diverse responses. The downfall of the demand of the tourism industry after the 9-11 attack in the United States is a dramatic crisis in the industry. The general equilibrium model is used in analyzing the impacts of the 9-11 attack as brought by the possible and policy in how the industry response to the crisis.

Definition of Crisis management

The primary effect of the crisis to any firm and industry is its image, reputation and capability to function. In order to prevent the upheaval, many people need to be conscious of the responsibilities and roles in time of crisis. Moreover, the staff and employees should be aware of the issues that would possibly hit them. Inevitably every crisis receives the attention of the media and as a result draws the interest of the public, specifically from possible tourists (Barton, 2003). Therefore, financial outcomes, reputation and corporate image may be critically weakened by crises. Firms that is poorly prepared as well as their destinations where client safety is confronted by risk losing clients. Crisis management is supervising a crisis that may have great impact to the profitability of the business. The foundation of crisis management depends on the searching, plowing and collecting of the achievement that could possibly get from a crisis. The basis structure of a crisis operation management is to identify the occurring crisis to take the proper action and to make that public action. An efficient crisis management strategy permits a company to decrease the possible risk to its status showed by the disaster or crisis situation. This is important since the unsatisfactory managed crisis that results to bad publicity can influence the consumersaˆ™ perspective of a firm in duration of time.

Importance of Managing Crisis in the Tourism (and Hospitality) Industry

The crisis in the hospitality and tourism industry should be managed with a specific care for different reasons: most of the companies in the said industry depend on discretionary spending of their consumers (Bitner et al, 1990). This implies that the hospitality and tourism firms are very receptive to animosity since the acquisition of the service or product is not essentially valuable to the clients and they can easily let go of. The marketing of the services and products tourism solely depends on the awareness of the consumers know about their purpose and the level of risk that they are eager to tolerate. Thus, any aspect that shares to a raise in the recognized risk in utilizing a tourism service and product will have a negative effect the buying behavior of the consumers. This outcome also implements to broad industry crises.

The involvement of tourism and hospitality industry is both developing and industrialized countries are so great recessions in the stage of the industry practices as their concern. The consequences expand beyond the directly associated activities with the tourism and hospitality industry, particularly hotels, airlines and catering, to segments that provide intermediary or final products that are bought by employees and companies in the said industry, so that all segments of the economy are influenced to a lesser or greater extent (Booth, 1993). The main reaction of the tourism and travel-related companies to important recession in the industry is to negotiate with the government to execute a range of rules to counteract the recession. The policymakers are facing with the hard decision of what, is any, ways to take, specifically since the execution of many policy measures is expensive and the related efficiency of another different measures. The government is challenged, especially, by three problems that are important to any downfall in tourism and hospitality practice. The first matter of whether the crisis is adequately great to value offsetting measures. The relevant fact includes the scale that reduces in the profit of the tourism and hospitality industry, the recession have resulted to impact across the other segment of the economy and the impacts on the welfare of the industry. The second matter is the period of the crisis. If turmoil in the economy is perceived to last longer or even permanently, the company should focus their attention on lessening the modification costs as the economy advances to the new balance. If a crisis is just short-term in nature, the issue should be shield the economy of is the unfavorable impacts of the crisis (Brewton, 1987). The third matter is the issues of the policies option for implementation. In this circumstance, the companies should examine the related advantages of substitute policies consideration and responses that are integration of rates of relief and policies that is most cost-effective in increasing income and minimizing the expenditures.

The option of the responses to the policies, preferably, is according to the previous estimation of the dispersion and magnitude of the effect of the crisis and the effect of substitute measures across different segment of the economy. The estimated economic effect of the changes in the demand for the hospitality industry has, conventionally, been assuming employing input-output model. This model is well-created means of taking responsibility of the inter-sector effects of diverse types of exogenous distress to the economy. (Booth, 1993) On the other hand, the input-output model depends on the number of pre-suppositions, like a fixed costs and salaries that may not be proper for the conditions of particular economies.

Theories and Methods Employed in Managing Crisis

In the situations of the crisis, usually progress in cycles of pre-catastrophe, catastrophe and post-catastrophe. The firm begins from a usual situation and ultimately going back to it. It is the occurrences between these levels of familiarity that are of goals of this study. There are different standards that have been developed in the field of crisis management, with most frameworks of best practice are from experiences. For this industry a particular model was customized (Buchholtz, 2003). The main subject in crisis management is the advance preparation: there are some key decisions that should be arrived at before the crisis itself. These are the training for crisis managementaˆA? prevention planning and quick response, in order to achieve effective crisis management, it should be performed proactively with the goal to protect and defend the interests of the firm. In spirit, crisis management is part of the strategic methods planning from a firm.

In order for a firm to be prepared to act against a crisis, the management requires to get ready ahead in advance (Chong and Nyaw, 2002). The most common issues to a company are: fire, labor accidents, wreckages, economic crisis and external forces. The firms are classified in each crisis situation based on its rigorousness and responded consequently. For example, if there is an unfortunate loss of life during the crisis, then this is regarded as the basic consequence and is managed by the whole team. In the same way, a technical problem that is confronted on a regular basis may not need the similar mobilization (Chong, 2004). The tourism and hospitality industry has assumed a proactive method to their media management by presenting excellent relationship between the local and national media by regular, friendly and direct communication. There are press conferences, as well as special publications like newsletters and magazines that are utilized to operate together with the media. There are direct communications that are important in crisis situations when the firm and the media cooperate to guarantee the truthfulness of any reports.

Most firms seek the help of some consultancy firms that help with crisis management, which are two of the most valuable and important services they provide. Firms should be ready for facing crisis that are possibly harmful to their reputation. In simpler words, the firm, the employees and the management should train according to the development program of crisis management: brainstorming, media training, planning, audits and simulation (Clark and Varma, 1999). The whole organization from the top management down to the employees should use these skills and tools.

Modeling Travel and Tourism in the Wider Economy

The impacts of the 9-11 attack in New York and the related effects to the different policies on the tourism and hospitality industry can be analyzed on the U.S. economy. The government accepts all income taxes and invests it on the tourist and hospitality industry (COOMBS, 2006). The flows in the tourism and hospitality is based on the demand of the private households, both resident and domestic travels, some are for business purposes, purchasing products for tourism and travel use. For each flow in the industry, the model for the trips in the tourism and hospitality industry includes the tourism, travel and air travel. The limits in the functions of demand in the industry are transformed to reproduce the impact of the 9-11 attack on the demands in the industry, with the less attractive air travel. The model is structured so that policy on products and services is

The model is formulated so that government expenditure on goods and services is exogenous, and government expenditure on travel and tourism trips is changed exogenously to simulate the effects of September 11. The government adjusts its budget through lump-sum transfers to private households. Net foreign savings are fixed, so that the changes that are modeled do not affect international capital flows. World market prices are assumed to be determined exogenously (Anderson and Shah, 2004). These conditions are known as the government, macroeconomic and external closures. The constancy of the dollar and the GDP of the economy is the typical measure of the economic practices.

The net impact of the industry budget is the net change like in the local, state and federal, tax profits without the extra expenses during the 9-11 attack (Barton, 2003). There is an adjustment in the labor and capital constant dollar factor. More particularly, it is the constant value of dollar that moves from their employment, either into another segment or to become employed or unemployed or, in the case of the underutilized capital. It does not gauge the adjustment costs of re-tooling, re-training and expense on unemployment benefits, but it is a manifestation of the related size of these modifications costs. The relative factor modification is the same measure as the provided rate of all employment factors rather than the constancy of dollars.

The Procedures of Crisis management

Generally, the use of resources and time strategies for crisis management should have the development of a project plan provided by the firm, the high skilled employees and well-equipped projects, well-trained and well-educated employees, as well as efficient allocation of budget. Moreover, to these methods, the implementation of crisis management will most possibly provide increase to different problems and challenges. It is then fundamental that the firm recognizes these issues and get ready for their countermeasures in order to avoid worst impacts.

Recognizing Possible Problems

This strategy will aid the firm to classify possible problems in relation to quality systems should be used in crisis management (Bamford and Xystouri, 2005). One objective of developing other advance actions is to attend to the future challenges. The fast recognition of problems before the project is applied is advantageous not only because it avoids worst business impacts from occurring, but this also guarantees the length of the crisis management project. If the firm can last the probable problems of crisis management, the allotted resources for it implementation will be saved.

The training in crisis management is one of the main elements that the firm should put in mind in order to classify the potential challenges. Basically, there are two types of crisis management training that will be very functional including statistical problem-saving and training. The training comprises of training on technical issues, participative methods, brainstorming or nominal collecting techniques that can be implemented in the crisis management.

Potential Management Pitfalls

The execution of crisis management is very useful for business development. On the other hand, the process of the implementation is not easy. Moreover, the important resources is needed to have the project materialize, a number of problems can have an impact to the success of the success of crisis management. One of the probable effects of the implementation of crisis management is the notion that such management does not generally lead to 100% success (Coombs, 2006). Moreover, it does not really follow an orderly and linear process, causing the firm to go through stressful and chaotic procedure. The crisis management can be perceived as a trial and errors practice that requires the constancy of changes and improvement.

In most situations, the application of the crisis management is only focused on the professionals instead of the employees who will employ it. In this scenario, it is essential to take note that crisis management should get their personnel to get involved in the company, basically because they will be the ones who will be operating towards the success of the crisis management (Elliot et al, 2005). Another problem to focus is that crisis management does not usually need transformation in management compensation. The company should also consider the transition of its investment in crisis management. Therefore, unless the firm does something to encourage it employees and team players, they will not give the concept of quality seriously. Finally, the implementation of crisis management seems to apply technical and mechanical method. This makes the crisis management to people and emotion.

Risk Management

The firm should be free to enter the idea of challenges and risk that always exist in crisis management (Elsubbaugh et al, 2004). Therefore, it is necessary for the firm to motivate its people to improve on the other options that will counteract the problems. In order to take action to these identified problems in crisis management, the firm would have to adjust their crisis management methods (Evans and Elphick, 2005). One crisis management techniques that can be implemented is the monitoring system of employment. Through the created monitoring systems, possible causes or problems can be easily identified. It is essential that the members of the work force can actively participate in this crisis management practices. In this effort, there is an important regularity. There should be a definite monitoring schedule that should be followed closely.

Another procedure of the crisis management is the feedback system implementation (Fall, 2004). In this procedure, the team will be designated per unit of the company. It is the task of the leaders to take notice of the enhancements of the quality systems. The feedback system then permits the quick resolution of quality issues even when observing scheduled procedures.

Conclusions

Crisis management and preparedness is critically important for all tourism and hospitality industry organizations to prevent bad reputation and damage to their business. The achievement in transacting with the crisis event depends within efficient pre-crisis planning. The study recommended that the tourism and hospitality industry have been provided great deliberation to possible crisis and how to do business with them. They have implemented the common crisis action team structure to one that provides the needs of the industry that enables accurate and speedy reaction and action to upcoming situations as well as permitting for the human factor of taking care with victims (Coombs, 2006). The tourism and hospitality industry has classified good practice from their methods of crisis management that could be implemented by other firms: Crisis preparation is the main factor, brainstorming of the types of crisis and improves action plans for each type. Classify the criteria of the crisis if its major or a minor. Recognize the team of the crisis management and promote the possible stakeholders that the firm will be having business with. Finally, show good business relationships with the important reporters and media.

The cost-effectiveness has various types of response to the policy in the crisis management in the tourism and hospitality industry that is very efficient in decreasing the worst impact of the 9-11 crises. On the other hand, the related success of the different policy considerably differs. The outcomes from the discussed model of crisis management in this model is directly related to the assistance towards the tourism and hospitality industry in the form of subsidy which the most effective instrument for facing the challenges of the crisis. These subsidies are for air travel, specifically it is the less effective manner of saving jobs and retaining the profit in the provision to the industry itself.

This would have the benefit of offering the tourism industry with more benefit to decrease the ticket costs, therefore motivating the action against the crisis. The crisis management would specifically save jobs in the tourism and hospitality industry, so that the method of assistance for both company and government could be focused on. Even though, these actions are related to the impact of the 9-11 attack, it is possible that they can be simplified to other forms of crisis in the tourism and hospitality industry. Therefore, for an instance, the hotel business were adversely affected by any specific occurrences, it is probably that a policy of direct management of crisis in the hotel business be most successful when it comes to responses. The related efficiencies of different forms of crisis management policies to various forms of crisis in different countries could be done using a modeling technique.