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In this section the author will analyse the different shades of dark tourism and analyse the shade and signification of Ground Zero and 9/11 Memorial Museum. In part of literature review, the author already has given out two main justifications for them, they are: memorial places and sign of the ugly side of war on terrorism. In this section, the author will have an in depth analysis these issues.

Firstly, in previons section it is seen that dark exhibitions should be full of education, so the educational aspect will be looked at first. As people known, grief will damage the physical and mental health of human, and they should pay more attention on social activities, past memorises and get a vision for the future (Parkes 2002). Base on this theory, Ground Zero and the 9/11 Memorial Museum they record the grief of 9/11 terrorism attacks, but the new building of museum and rebuild the World Trade Center is a sign for people to remember the people who died in the attacks (memories of the past) and meet the new life (vision for the future), thus the Ground Zero and 9/11 Memorial Museum confirm Parkers’s (2002) point of view, telling people vividly about history and grief, thus these two places are not just places for people to remember, but also a sign for people to start a new life.

In addition, in government website of 9/11 Memorial Museum they cooperated with New York City Department of Education and the New Jersey Commission on Holocaust Education (2011) to make teaching plans to offer useful educational programs to offer information and knowledge about the events of 9/11, history of attacks, and the post – 9/11 world. Meanwhile, they also help people who have lost people in the terrorism attacks out of the pain and grief. The government website said they received many parents message that they do not know how to teach their children the history about 9/11 and what happened in the 9/11 terrorism attacks, in this way the 9/11 Memorial Museum offer a plan on their website to all parents, on how to tell the true history of 9/11 event to their children, and this information is all free. The objective is to face up to the history is necessary for the people, and everybody has a right to understand the history, thus the teaching and learning plans of 9/11 Memorial Museum offer an effective way for people to understand their history. From these, the 9/11 Memorial Museum provided a wealth of information is telling visitors the dangers of terrorism, stay away from terrorism, against terrorism and peace – loving, has a strong role in education.

There is another reason for people to understand the real terrorism attacks in the museum that is museum cooperation with StoryCorps to record the terrorist attacks of 26/02/1993 and 11/09/2001, which include the narratives from survivors, rescue workers, witnesses, service providers and other people impacted by these events, therefore the museum tries to restore the historical truth (9/11 Memorial Museum website). Rogers and Soyka (2004) suggest through an interview, that a survivor’s description, recording and voices from the scene, and pictures of the scene, are the best ways to show a true picture of 9/11. Based on these the Ground Zero and 9/11 Memorial Museum tells the real history which expands range of educational activities. Above mentioned which not only shows education function of the 9/11 Memorial Museum, but also expression the social function, that is restore the true history to people.

Through education, they hope to publicise the harmfulness of terrorism. The other major significance of the Ground Zero and 9/11 Memorial Museum is tell people how terrible terrorism is and how human will always oppose terrorism (Espiritu and Moore 2008). Based on the voice of survivors which is on exhibition in 9/11Memorial Museum, reveals the dread, alarm, helplessness, hopelessness and pain when the attacks happened (Miller 2011). Ground Zero is rebuilding on the site of the World Trade Center, and when people pass the site, they can see the ruins, which shows the destructive effect of terrorism. Meanwhile, the pictures in the 9/11 Memorial Museum show the whole history of 9/11 and pass 9/11, it tells visitors the true ugly features of terrorism and how beautiful peace is, and the visitor will be shocked through these pictures ( Bohland 2004). To view the various of all kinds of pictures, and hear the voices in the 9/11 Memorial Museum, as well as the ruins of the World Trade Center, both show people the danger, destructive and terrible side of terrorism.

In addition, apart from except the above section, one of the major significance of Ground Zero and 9/11 Memorial Museum is to provide a venue for people around the world to remember the 9/11, as well as to commemorate the people killed in this terrorism attack. After 9/11 in 2001, many visitors that go to the World Trade Center site have visited to grieve over the deaths. Especially in 9/11 2011, the ten years of 9/11 terrorism attacks, have seem the American people hold comment that memorial activities in the World Trade Center site. BBC News (2011) on that day many people went into the World Trade Center in New York, the Pentagon and Pennsylvania to honour the victims. On September 10, former US president George – W – Bush laid a wreath to honour the victims and on September 8, there were two lights piercing the horizon from the World Trade Center site to honour the tenth anniversary after the terrorism attacks. The 9/11 Memorial Museum was opened on that day (9/11 Memorial Museum website and NY1 news, 2011). The main 9/11 Memorial Museum chose to open on the tenth anniversary to honour 9/11 attack. That day, it opened for victims’ family and was opened to the public on 12/09/2011. Because many people go to Ground Zero to honour victims, in order to reduce the traffic, as well as not to affect construction work around Ground Zero, thus the government built the 9/11 Memorial Museum. Ground Zero and the 9/11 Memorial Museum are centres of the people to remember the 9/11 terrorist attacks events.

Another significance is the sign for the war on terrorism, as mentioned in the literature review. After the 9/11 terrorist attacks, the American government published policies against terrorist, and the World Trade Center was seen as the centre of the terrorist attacks, thus the new construction on the site of the World Trade Center has become one of the important symbol of the U.S. government anti – terrorism (Melnick 2009).

Education, restore true history, shows terrible of terrorism and sign of war on terrorism are major significations related to these two sites. Ground Zero and the 9/11 Memorial Museum play a very important role on the fight against terrorism, and full of social function (education people, restore history) and service function (provide the pictures, videos, voice to people and provide places for people to remember)

Based on the significations and the shade of dark tourism mentioned in the literature review, in the next section the author will use the table 1 to analysis the shade of the Ground Zero and the 9/11 Memorial Museum.

4.2-2 Shade of Ground Zero and the 9/11 Memorial Museum

Referring to the literature review, Miles (2002) writes that authors should understand distinction between “sites associated with death and suffering”, and “sites of death and suffering”. Based on this theory, Stone (2006) gives an example of Auschwitz – Birkenau as a “site of death and suffering”, but the US Holocaust Memorial Museum in Washington DC is belong to “sites associated with death and suffering”. Because the Auschwitz – Birkenau is the direct place that the Nazi imprison and massacre the people, however, the US Holocaust Memorial Museum is a museum to memorial the massacre, it is a place to memorial the events, thus the shade of the Auschwitz – Birkenau isdarker than the US Holocaust Memorial Museum. In Stone’s (2006) paper, he suggests that,

“aˆ¦recent death and tragic events that may be transported in live memory through survivors or witnesses are perhaps ‘darker’ than other events that have descended into the distant past”

Because of this, those dark events like the Auschwitz – Birkenau and the Ground Zero which can be described as “darker” because of them can be proved by the survival and living the place could arouse a greater sense of empathy (Stone, 2006). As the above theories, the author considered the Ground Zero can be classified in “darker” and the 9/11 Memorial Museum is lighter than former, could be describe as “dark”. In the following part, the author will use table to analysis more details to explain why the Ground Zero is belong to “darker” and 9/11 Memorial Museum is “dark”

Analysis through the table 1 from top to bottom, the first one is about “polities”. As known after 9/11 terrorism attacks events, American government implementation of a series of anti – terrorism policies, and the strength is more strong than before the 9/11 events. The main and official aim is to exterminate al – Qaeda and other terrorist organizations. In 2002, the Bush administration will be the definition of “state terrorism” as the primary threat in the United States, and replace religious terrorism and defined Iraq and Iran as the main terrorism base because who have weapons of mass destruction (CNN U.S. 2002). Followed by March 2003, U.S. government sent troop to Iraq and announces the Iraq was a part of war on terrorism, it opened the prelude of the war on terrorism, and in April 2003 the Baghdad the capital of Iraq was fell and the government of Saddam Hussein was dissolved. After 9/11 events, former American President Bush, G. W. operation with former President of Pakistan to against the Taliban government in Afghanistan (USA Today News, 2006). In 2005, American government to amend the anti – terrorism policy, and requalification terrorism objects, from original single al – Qaeda expanded to more than 20 organisations (Argomaniz, 2010). Meanwhile, American government established Homeland Security Department to build a safer and more powerful structure of the Homeland Security Department (Department of Homeland Security website). This series of policy changes is the 9/11 events brought to American government, also caused changes in government policy. Based on table 1, it shows if the site has a higher political influence it will be trend to darker, thus Ground Zero as the events center it should be belong to “darker”. However, the 9/11 Memorial Museum as a new building to remember the people death in 9/11 it not influence the polities, but why it is also classified in the “darker” or “dark”, it can not just analysis one aspect, it will be explain from other element of table 1.

The next element will be analysed is education orientation. At the first of this part the author already mentioned the signification of Ground Zero and the 9/11 Memorial Museum, it include full content of education. Based on above information, Ground Zero and the 9/11 Memorial Museum are have high education for people, and the 9/11 Memorial Museum also offer many useful action to show the educational significance to visitors, and some project in museum could help the parents to teach their children, this is also played a significant role in the education of next generation. On this element, Ground Zero and the 9/11 Memorial Museum are have a very strong education role, thus them should be part of “darker”.

From history aspect, Ground Zero and 9/11 Memorial Museum both are record the history. In the table 1, it say of the sites are trend to darkest which should be the history centric and conservation of commemorative. As know, Ground Zero is build in the site of the World Trade Center, the new building is witness of this history of 9/11 events and 9/11 Memorial Museum collected many pictures, voices, stories and videos about that events, it the best save of that events, shows real history and also can restore the truth history for future generations. In term of commemorative, the author already gives out many factors to proved Ground Zero and the 9/11 Memorial Museum full of memorable. It is worth mentioning that based on the 9/11 Memorial Museum website the purpose and mission is better remember and memorial people who death in 9/11 attacks. Consequently, there is no doubt that these two places’ main function is memory. In this regard, they also trend to be “darker”.

There is another side also can prove Ground Zero and 9/11 Memorial Museum are pertain to “darker”. Based on shade of dark tourism, if product include perceived authentic it could be belong to “darker”. Although, Ground Zero is building in the site of the World Trade Center, the new building will recover the site, but the face of terrorist attacks at this site will not be changed and many memorial activates in here could engender a degree empathy to visitors. The products in 9/11 Memorial Museum are the directly materials which related to the terrorist attacks, such as pictures of the scene of terrorist attacks, video recording of the World Trade Center which was attacked., photos of victims and people can share the story about 9/11 attacks, all of these are let people feel very directly of destructive of 9/11 attacks. These products of 9/11 Memorial Museum can make a strong resonance for visitors. Direct show 9/11 and make visitors feel a real 9/11 are the feature of products in Ground Zero and 9/11 Memorial Museum.

In the table 1, it mentioned the location authenticity. In this paper the author has been mentioned many times that Ground Zero is build in the site of the World Trade Center and the 9/11 Memorial Museum is near by the attacks site, in terms of location these two place are very close to terrorist attacks.

The last one is tourism infrastructure and supply. The infrastructure is defined as basic facility and physical for an organization needed for operation or service to match the function and aim (Jeffrey, 2009). After Ground Zero build, it will be use as business it must include many high level and complete facilities and infrastructure for people, in the 9/11 Memorial Museum, in order to provide a good service to visitors the museum also use many high – tech infrastructure. Concerned to supple of 9/11 Memorial Museum, the purpose is very clear, that is to remember the 9/11 terrorist attacks, as well as the victims. Based on these two aspects and table 1, Ground Zero and 9/11 Memorial Museum they are not trend to “darker”. However, consider the issued should from different perspective to analysis and then conclude. Based on analysis from above, in the vast majority of aspects the shade of Ground Zero and the 9/11 Memorial Museum are trend to “darker” side, thus the author consider Ground Zero and 9/11 Memorial Museum are belong to “darker” in the shade of dark tourism.

4.2 – 3 Conclusion

In this section, the author give out more details about the signification, shown that Ground Zero and the 9/11 Memorial Museum are full of memorable and historical dark tourism sites. It also a major symbol of the war on terror. Especially the 9/11 Memorial Museum, is very suitable for school and parents to educate the children abut the 9/11 attacks, and make them know how horrible the terrorism is, at the same time is the best place to memorial victims. Understand the shade could help the author depth understand Ground Zero and 9/11 Memorial Museum as a multifaceted and complex tourism products. Based on Stone’s (2006) point, dark not means “bad”, the darker is closer to the actual event. In Stone (2006) paper says Auschwitz – Birkenau can be described as “darker”. In this case study, the author based on elements of table 1 (the shade of dark tourism) to analysis Ground Zero and 9/11 Memorial Museum form many aspect and concluded Ground Zero and 9/11 Memorial Museum are trend to “darker” that is rigorous and theoretical basis. Understanding of nature of Ground Zero and 9/11 Memorial Museum, enables the author better analysis the strategies which Ground Zero and 9/11 Memorial Museum they used in operations, and help the 9/11 Memorial Museum better to achieve the goals and aim. In the next part, the author will based on these information which mentioned above and through the main strategies for Ground Zero and 9/11 Memorial Museum from 2001 to 2011 to depth analysis details about strategies of Ground Zero and 9/11 Memorial Museum.

4.3 Strategies of Ground Zero and 9/11 Memorial Museum
4.3 – 1 Differentiation strategy

In this section, the author will analysis the strategies of Ground Zero and 9/11 Memorial Museum. In the table 2, the author summarized the main strategies which used during 2001 to 2011, from the table it shows the main strategies of these two places is rebuild and build a new building to memory which decided by American and New York government. In 2001, after 9/11 attacks, American government decided to rebuild the World Trade Center at the site and quickly began to implement this plan, in same year announced the Lower Manhattan Development Corporation (LMDC) as the official commission. From this, American government officially began the reconstruction of the World Trade Center. Meanwhile, in the same year, after 9/11 attacks American government published some anti – terrorist policies, this mean America declared war on terror, and rebuild the World Trade Center is also a reflection of the war on terrorism. The strategy of rebuild the World Trade Center is not only to memory the 9/11 attacks, to revive the confidence of Americans, it is also a reflection of terrorism by the American government (Melnick, 2010). During these ten years, the other main construction strategy is build the 9/11 Memorial Museum. In 2004 the official commission Lower Manhattan Development Corporation decisions design the museum and in 2005 design the mission of museum. Determine of mission is also determine the characteristically of the 9/11 Memorial Museum. Based on the 9/11 Memorial Museum website the museum has two main mission. The first is remembered and honor the victims by terrorists in the horrific attacks of February 26, 1993 and September 11, 2001 and this is a very important main mission of the 9/11 Memorial Museum. The second is respect this place made sacred through tragic loss. Based on the mission, it caused the author chose differentiation and cost leadership strategies to develop the 9/11 Memorial Museum which was mentioned in the literature review. In September 11, 2011, the ten anniversary of 9/11 the 9/11 Memorial Museum was opened for victims’ families and September 12, 2011 opened for public for memorial and the museum will open in 2013 (Cohen, 2012).

These strategies are specific actions of American and New York government, the author considered that need more professional strategy framework to analysis the Ground Zero and the 9/11 Memorial Museum and give out more details. Because Ground Zero will be as a business center in the future (Watts, 2009) and the memorial function is a part of it, thus in this section the author will pay more attention on strategies of the 9/11 Memorial Museum.

Based on the mission and Porter’s framework (Evans et, al. 2003 refer Porter, 1985) the author chose two strategies to develop the 9/11 Memorial Museum. The first one is differentiation. Evans et, al (2003) point that the main benefits for differentiation strategy are the following four aspect. The first is the products will be sale by a premium price, because the product is different from others, thus the product could be as an advantage for the organisation and the price will add more value. The second benefit is “demand for its product will be less price elastic than demand for competitors’ products”, that means the product is in a class by the organisation, the organisation could decide the elastic of price by themselves. The next is average profits can be earned. And the last one is can create good environment for entry the industry and new market. Distinctive product could help the organisation attracts more customer if the product meet the customer’s needs, and can be occupy dominant position in the competitive. Meanwhile, Evans et, al (2003) also give out the some suggestions for organisations to help them how to achieve a successful differentiation strategy. There are five ways. The first way is creating a superior product than competitors’, which is means the product will be excellent in the industry. Then is offer a superior level of service, the quality and characteristics of the product is important, but it is also very important for services, that include pre – sale service, the services of sale, as well as after – sales services. The third is the organisation should have a superior distribution channels, a good distribution channels could make the orgainsation occupy a better network and branches and will take more newcomer. The next one is creating a strong brand image, the status of the brand image in customer’s mind is increasingly important. In the same price, or a little bit of price difference, customers often choose the product which has a good brand image. The last one is offer a superior promotion, based on Evans et, al (2003) a successful promotion could give a very deep impression for customers, when they wants to buy similar products, their mind will think of the organisation’s products first and the choice of customers will take precedence.

In this case study, as the Ground Zero and the 9/11 Memorial Museum are nonprofit organisation, therefore main aim of them are not earn profit, thus the author will main focus on services, brand image and promotion to analysis.

Primarily, the author will analysis the service of the 9/11 Memorial Museum. A high quality services could offer a good atmosphere to customers. In the 9/11 Memorial Museum, the organisatin should try them best to make a good environment for victims’ families and visitors memory. In this aspect, the 9/11 Memorial Museum offers many useful products for customers and also provides services for customer’s requirements. Firstly, the 9/11 Memorial Museum offers true information about terrorism attacks for visitors, it include pictures, video, stories from survival and others. In the website of the 9/11 Memorial Museum, the author found some people ask them do not know how to tell their children what is terrorism and how to tell a real 9/11 attacks for next generation, the 9/11 Memorial Museum based on visitors’ needs to offer many documents about “talk to children about 9/11”, and cooperation with the New York City Department of Education and the New Jersey Commission on Holocaust Education to offer 9/11 lessons for people and to meet the mission of the 9/11 Memorial Museum. For visitors come to the 9/11 Memorial Museum the main purpose is to memory, based on this, the 9/11 Memorial Museum hold memorial exhibition, and the exhibition provide an opportunity for visitors to learn about the men, women and children who died on September 11, 2001 and February 26, 1993, the 9/11 Memorial Museum use a corridor to show photographs of the nearly 3000 victims form a “wall of faces” who died in the terrorism attacks to visitors. Visitor can better memory the victims through this way, and the wall of faces will help visitors more intuitive understand many people died in terrorism attacks and understand the destructive of terrorism. Not all the visitors can go to the 9/11 Memorial Museum to visit, in this reason, the 9/11 Memorial Museum use google earth to explore the 9/11 memorial within the context of the surrounding landscape of lower Manhattan. This is include mapping program, creates a virtual look at the World Trade Center site, dimensionally accurate 3D model and other planned projects at the 16 – acre site. This can better meet more people’s requirements who want to memory 9/11 and victims, and also provides a good platform for visitor to know about the 9/11 and understanding terrorism.

Then is brand image, as a memorial site the brand of 9/11 Memorial Museum is different from other organisations. The 9/11 attacks is the brand of the 9/11 Memorial Museum. Refer mentioned above, the brand image could help organisation attracts more customers, but for the 9/11 Memorial Museum it not want to “attract” visitors, it want to offer a real 9/11 to visitors. Frank (2008) refers that for a museum a strong brand image can be a major asset and should position of the institutional brand, and for a new museum it can try to establish with an unusual subject. For the 9/11 Memorial Museum, it certainly exhibition an unusual show. The 9/11 Memorial Museum as a one of the most important places to memorial of the 9/11, its position is unique. Mentioned 9/11 people would think about the World Trade Center and Ground Zero, and when mentioned where to memory the people will choose Ground Zero and the 9/11 Memorial Museum, in the other hands the purpose to build the 9/11 Memorial Museum is the government want to offer a dedicated place for memory. As a result the brand image of the 9/11 Memorial Museum is unique and it is a strong image in visitors mind who want to memory the victims died in 9/11 attacks. Frank (2008) also point out a good brand image can provide reinforcement of mission, operating stability and increased revenue. In this theory, the 9/11 Memorial Museum in order to meet the mission, it should keep and maintain unique brand, and through offer real information about 9/11 attacks and high level of service to improve the brand image to make more people choose the 9/11 Memorial Museum to memory and understand the 9/11 attacks.

The last one is promotion. As a memory place the main purpose it make visitors get more experiences from the 9/11 Memorial Museum. Carman (2010) points out the important thing for promotion to museum status is understand “why do people visit museums at all?” In this case study the author mentioned many times, the visitors go to Ground Zero and the 9/11 Memorial Museum is in order to memory and understand the real 9/11 attacks, thus the promotion of the 9/11 Memorial Museum should based on the purpose to decided. Also based on the website of 9/11 Memorial Museum it not try to attract many visitors through promotion, it just use promotion to publicity how threatening and destructive of terrorism, and will bring huge damage for human. In this reason, the promotion for the 9/11 Memorial Museum is different from other museum, in the website the 9/11 Memorial Museum established a special column about 9/11 attacks, people could share stories in there. This special column offer a platform for survivor, victims’ families, and visitors to deep feel 9/11 attacks, in this column there are many stories shared, and it is a effective way to stimulate people go to the 9/11 Memorial Museum to visit and to know more. Wherefore, the 9/11 Memorial Museum should show some experiences to people to motive them, make more visitors come to the 9/11 Memorial Museum, and achieve the aim for make more people understand 9/11 and approach the mission.

4.3 – 2 Cost leadership strategy

Based on Evans et, al. (2003) the benefits for an organisation through strategy of cost leadership are summarised as following aspects, the first one is the organisation could earn high profits and possibility to increase both sale and market share in the industry. Then is help organization entry new market and particularly valuable in a market where customers are price sensitive. How to make this strategy successful? Refer to Evans et, al (2003) they give out some way to achieve this strategy:

reducing cost : reduce cost is a effective way to occupy more market share, because the organisation has price advantage.

using less expensive resource inputs: reduce the inputs could make organisation ensure the price advantage, eg: easyJet.

Producing products with ‘no frills’, this way could reducing labour cost and increasing labour productivity.

Achieving economies of scale by high volume sales: the high volume of sales is a good way to ensure the profits.

For the 9/11 Memorial Museum and Ground Zero, they are nonprofits organisations, but they have many partner to support them, especially for the 9/11 Memorial Museum. Through the website, the partners are including: 9/11 National Day of Service, 9/11 Tribute Center, Project Rebirth, Story Corps and Voices of September 11th. All of them are helping the 9/11 Memorial Museum to enrich content. Evans et, al (2003) refer that the definition of cost leadership is “organisation and managing its value adding activities so as to be the lowest cost producer of a product (a good or service) within an industry”

The information from the website of the 9/11 Memorial Museum, the budget for the 9/11 Memorial Museum funded by private and public funds, is $530 million, and in additional, New York State grant $80 million. A wide range of support for the government decided to build the 9/11 Memorial Museum to reduce the burden. Compare with other museums, the 9/11 Memorial Museum add and attach a lot of significance which was mentioned in the above. Special signification of historical and memorable for the 9/11 Memorial Museum makes this museum has a certain degree of competitiveness. Moreover, the 9/11 Memorial Museum provides various useful products, information and hold many activities (these are mentioned in 4.2 and 4.3 – 1) to meet visitors’ needs, all of these are make this museum as the choice to memory the 9/11 for many people.

4.3 – 3 Conclusion

The 9/11 Memorial Museum as a nonprofits organisation, strategies for it not in order to earn money, the aim for these strategies are help the 9/11 Memorial Museum achieve the aim and mission. As a place for people to memory 9/11 attacks, the 9/11 Memorial Museum should provide a very high level and quality of service to people, and ensure the visitors could take experiences from the 9/11 Memorial Museum. Miles (2002) points out

“aˆ¦dark tourism site must engender a degree of empathy between the sightseer and the past victim (or product)”

For the 9/11 Memorial Museum, many products are collection by primary resources, such as photographs, videotapes, voice messages, recovered property, clothing and other personal effects, workplace memorabilia, incident – specific documents, and original writings including letters, e – mails and diaries, all of them will stimulate visual sense, emotion, empathy and mood of the visitors. However, these strategies which mentioned above are useful way for the 9/11 Memorial Museum to engender empathy with visitors.

In this section, the author anaysis how the differentiation and cost leadership strategies used in the 9/11 Memorial Museum, and give out the signification and functions of these strategies. Because of these strategies, which ensure the 9/11 Memorial Museum achieve the mission and the aim, and the continuous realisation of the aim and mission ensure the 9/11 Memorial Museum has been in a position to provide people with a positive sense. In the 4.1 the author analysis the negative and positive of dark tourism, avoid the negative aspects and develop the positive aspect is very serious for a museum, in terms of the 9/11 Memorial Museum, keep the positive mission and follow the mission to decide strategies could avoid negative aspects as much as possible.

Chapter 5 Conclusion

This chapter aims to bring together and conclude the main findings and procedures of this case study.

The author uses secondary research to collect the information and data and uses theory for analysis, starting with characteristics and properties of dark tourism, Ground Zero and the 9/11 Memorial Museum which include the nature, positive aspects and negative aspects, these analyse help the author achieve the objective about an evaluate dark tourism, and relate to Ground Zero and the 9/11 Memorial Museum is closed to the case study.

Then specific to Ground Zero and the 9/11 Memorial Museum, the chapter 4.2 analyse significance and shade of them. In this chapter the author began

ABSTRACT

The aim of this research was to examine the Chester as tourism destination for tourists USA and develop marketing strategy for tour operators. The research has accomplished following objectives: to examine the attractiveness of Chester as tourism destination for tourists USA ; to identify USA tourists preferences of Chester as tourism destination; and to develop marketing strategy for tour operators offering service for Chester. For achieving aims and objectives secondary data was collected reviewing and discussing books journals and other reports; and further primary data was collected surveying 50 USA tourists visiting Chester through questionnaire. The major results of the research are presented below.

Visit art and craft centers and visit museums and parks are the principal purposes why tourists of USA would prefer to visit Chester. In most cases tourists of USA would prefer to visit Chester by travel agent. In most cases tourists of USA would prefer to book their tour of Chester online. In most cases tourists of USA would consider concessions and packages whilst booking their tour for Chester . In most cases tourists of USA would consider low price services by travel agents whilst booking their tour for Chester. Whilst visiting Chester tourists of USA would centrally focus on service offered as convenience and quality. Whilst visiting Chester tourists of USA would rather more prefer local services and domestic services.

DATA ANALYSIS
INTRODUCTION

This chapter is structured into three parts. In the first part , the demographic data collected through questionnaire is presented. In the second part, the subjective data collected through questionnaire is presented. Finally , in the third part , the collected subjective data is analysed with reference to literature review.

DEMOGRAPHIC DATA
You would prefer to visit Chester?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Once in a year

18

36%

36%

Twice in a year

20

40%

76%

More than twice in a year

12

24%

100%

As the data portrayal in the above table highlights: for respondents in greater majority (76% out of the total 50), they find that they would prefer to visit Chester ‘twice a year'(40%) or ‘once in a year'(36%) ; whereas for the remaining respondents (24%), they find that they would prefer to visit Chester ‘more than twice a year’ . On the whole, these data reiterate that in most cases USA tourists would prefer to visit Chester twice a year or once in a year.

Your age group isaˆ¦aˆ¦aˆ¦aˆ¦?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Below 30 years

20

40%

40%

30 to 50 years

24

48%

88%

Above 50 years

6

12%

100%

As the data portrayal in the above table highlights: for respondents in greater majority (88% out of the total 50), they belong to age group of ‘below 30 years'(40%) and ’30 to 50 years'(48%) ; whereas for the remaining respondents (12%), they belong to age group of ‘above 50 years’ . On the whole, these data reiterate that in most cases USA tourists belong to age group of below 30 years and ’30 to 50 years.

Your gender isaˆ¦aˆ¦aˆ¦aˆ¦aˆ¦..?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Male

32

64%

64%

Female

18

36%

100%

As the data portrayal in the above table highlights: for respondents in majority (64% out of the total 50), they are ‘male’; whereas for the remaining respondents (36%), they are ‘female’ . On the whole, these data reiterate that in most cases USA tourists are male.

SUBJECTIVE DATA
How do you see Chester as tourist destination?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Highly attractive

36

72%

72%

Just attractive

14

28%

100%

Not attractive

0

0%

100%

As the data portrayal in the above table highlights: for respondents in greater majority (72% out of the total 50), they find that Chester is a ‘highly attractive’ tourist destination for them; whereas for the remaining respondents (28%), they find that Chester is a ‘just attractive’ tourist destination for them. On the whole, these data reiterate that in most cases Chester is a highly attractive tourist destination for USA tourists .

For what principal purpose you would prefer to visit Chester?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Visit art and craft centers

28

56%

56%

Visit museums and parks

15

30%

86%

Enjoy playhouses’

7

14%

100%

As the data portrayal in the above table highlights: for respondents in greater majority (86% out of the total 50), they find that ‘visit art and craft centers'(56%) and ‘visit museums and parks'(30%) are the principal purposes they would prefer to visit Chester ; whereas for the remaining respondents (14%), they find that ‘enjoy playhouses’ is the principal purpose they would prefer to visit Chester. On the whole, these data reiterate that in most cases visit art and craft centers and visit museums and parks are the principal purposes why tourists of USA would prefer to visit Chester.

Which way you would prefer to visit Chester?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

By own

17

34%

34%

By travel agent

33

66%

100%

As the data description in the above table illustrates: for respondents in majority (66% out of the total 50), they find that they would prefer to visit Chester ‘by travel agent’ ; whereas for the remaining respondents (34%), they find that they would prefer to visit Chester ‘by own’ . On the whole, these data reiterate that in most cases tourists of USA would prefer to visit Chester by travel agent.

Which way you would prefer to book your tour for Chester?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Online

40

80%

80%

Offline

10

20%

100%

As the data description in the above table illustrates: for respondents in greater majority (80% out of the total 50), they find that they would prefer to book their tour for Chester ‘online’; whereas for the remaining respondents (20 %), they find that they would prefer to book their tour for Chester ‘offline’. On the whole, these data reiterate that in most cases tourists of USA would prefer to book their tour of Chester online.

Would you consider concessions and packages whilst booking your tour for Chester?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Yes

37

74%

74%

No

13

26%

100%

As the data description in the above table illustrates: for respondents in greater majority (74% out of the total 50), they find ‘yes’ that they would consider concessions and packages whilst booking their tour for Chester; whereas for the remaining respondents (26 %), they find ‘no’ that they would not consider concessions and packages whilst booking their tour for Chester. On the whole, these data reiterate that in most cases tourists of USA would consider concessions and packages whilst booking their tour for Chester .

Would you consider low price services by travel agents whilst booking your tour for Chester?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Yes

32

64%

64%

No

18

36%

100%

As the data description in the above table illustrates: for respondents in majority (64% out of the total 50), they find ‘yes’ that they would consider low price services by travel agents whilst booking their tour for Chester; whereas for the remaining respondents (36 %), they find ‘no’ that they would not consider low price services by travel agents whilst booking their tour for Chester. On the whole, these data reiterate that in most cases tourists of USA would consider low price services by travel agents whilst booking their tour for Chester. .

Whilst visiting Chester you would centrally focus on which service offered?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Convenience

22

44%

44%

Quality

19

38%

82%

Timeliness

9

18%

100%

As the data portrayal in the above table highlights: for respondents in greater majority (82% out of the total 50), they find that whilst visiting Chester they would centrally focus on service offered as ‘convenience'(44%) and ‘quality'(38%); whereas for the remaining respondents (18%), they find that whilst visiting Chester they would centrally focus on service offered as ‘timeliness’. On the whole, these data reiterate that in most cases whilst visiting Chester tourists of USA would centrally focus on service offered as convenience and quality .

Whilst visiting Chester you would rather more prefer which sort of services?

Factors

No. of respondents

Response in percentage

Cumulative Percentage

Domestic services

20

40%

40%

Local services

22

44%

84%

International services

8

16%

100%

As the data portrayal in the above table highlights: for respondents in greater majority (84% out of the total 50), they find that whilst visiting Chester they would rather more prefer ‘local services'(44%) and ‘domestic services'(40%) ; whereas for the remaining respondents (16%), they find that whilst visiting Chester they would rather more prefer ‘international services’. On the whole, these data reiterate that in most cases whilst visiting Chester tourists of USA would rather more prefer local services and domestic services .

DATA ANALYSIS
Chester as tourist destination

The research literature suggests that for travel and tourism so as to eradicate these shortcomings. The strategy to travel and tourism sector complies with three paradigms the consumer-focussed impresses the majority of the deliberation on global marketing tactical plans. There is one more paradigm that is lean over rivalry (Porter, 1980, 1990). Nonetheless, the above mentioned paradigms, or a mix of these, are apparently not adequate as they undervalue the significance of intermediaries in the domain of travel and tourism. Therefore, the third paradigm of the strategy, the trade-focussed orientation of mediators’ wishes, hardships and requirements should be looked into. The sections to follow amply with the three paradigms to tactical marketing, but they are not worth being treated as options, since they tend to be woven together into a composite strategy. Travel and tourism marketing are marked with market since the quick expansion of tourism requirement mounted throughout the globe during the last twenty years ,which displayed an expansion in emerging formats of tourism marketing into being pertaining to wishes and trends of tourists. However, every market displays great promising tourism marketing since a number of European economies are oriented towards tourism as the most suitable ideological construction for the economic growth over a long period of that among them happens to be Chester, England. Therefore, it was examined in this research as how USA tourists see Chester as tourist destination. The data collected in this context reveals that in most cases Chester is a highly attractive tourist destination for USA tourists(see figure 1).

Purposes of tourists to visit Chester

The research literature suggests that the targeted places or the destinations provide a mix of tourism offerings and services, which are make use of under the umbrella of the destination. Destinations offer an amalgam of tourism products and services, which are consumed under the brand name of the destination. On the opinion of Leiper (1995:87) , the targeted places are the locations in the direction of which people move and where they prefer to put up for a time so as to observer some attributes or specialties an imagined pleasure of some kind. In the opinion of Cooper, Fletcher, Gilbert, Shepherd and Wanhill (1998) targets or the destinations as the centre of conveniences and services planned to fulfill the requirements of the visitors. Chester enjoys the reputation of being not just a city, but also a tourists’ destination or target place. It would be worthwhile to mention here that Extensive Roman continues to be medieval city walls, Tudor rows , a renovation church, a racecourse really in the city, museums, a river suitable for the purpose of enjoying boating and pleasurable morning and evening walks besides being the most coveted marketplace in the entire north-western circle of Britain. Generally summers are a time when it is quite tough to discover a suitable place put up at when it is overcrowded with the tourists. Chester happens to be a thickly populated city; nonetheless one can without much difficulty go round in a few days’ time. One remembers Chester for seafaring, splendid homes, wonderful estates and a tranquil standard of living. Summer reminds one of vessel races, garden get together and band concerts. Therefore, it was examined in this research as for what principal purpose USA tourists prefer to visit Chester. The data collected in this context reveals that in most cases visit art and craft centers and visit museums and parks are the principal purposes why tourists of USA would prefer to visit Chester (see figure 2).

Preference of medium to visit Chester

The research literature suggests that the travel sector is greatly influenced by the quick progress of the internet and travel and tourism have left other product domains market on internet well, emerging the lone greatest domain of offerings marketed on the internet (Tourism White Paper, 2007). Unsurprisingly, the tally of the tourism planners on the web has gone dramatically up in the recently bygone years. Surprisingly enough the number of tourism operators on the Web has increased considerably in recent years. Park and Gretzel (2007 p.46) are of the view that the Web has truly brought revolution to the manner in which target marketing institutions furnish target details and the way they interact and come in contact with consumers and scholars. Tourism and travel are deemed to be uncommon since they are not in existence in case they happen to be in existence at a juncture when they are purchased, being just as details made use of to design travel tends to take much time relying on the sources of details compared to the quest on other consumer offerings and services (Fodness and Murray, 1998). The information-oriented attribute tourism offerings implies that the internet, with its universal access and multimedia capacity, happens to be more significant agency of promoting and selling tourism and travel services (Park and Gretzel, 2007). Therefore, it was examined in this research as which way tourists of USA would prefer to visit Chester. The data collected in this context reveals that in most cases tourists of USA would prefer to visit Chester by travel agent (see figure 3).

Preference of booking to visit Chester

The research literature suggests that the tourism sector is moreover marked with providing subordinate trade. For instance, the visitors tend to make use of a gamut of travel services such as air travel, car hire, place to put up at and tour facilities. These facilities are normally made available by a large number of institutions. A well-structured web can provide help in scheduling several tourism and travel services and assistance make it sure that the most suitable preferences are expressed leading to a more pleasurable realization for the visitor (Rita, 2000; Park and Gretzel, 2007; Tourism White Paper, 2007). The Internet is more and more significant to tourism since it furnishes knowledge to help customers with purchases (Connolly, Olsen and Moore, 1998), proving crucial in tourists’ travel judgements (Vellas and Becherel, 1999). Tourism happens to be information-oriented sector and internet happens to be most influential and impressive agency to o circulate and swap awareness (Rita, 2000). Therefore, it was examined in this research as which way USA tourists would prefer to book their tour for Chester. The data collected in this context reveals that in most cases tourists of USA would prefer to book their tour of Chester online (see figure 4).

Concessions and packages whilst booking tour for Chester

The research literature suggests that the benefits to all participants taking part in the tourism venture should be fulfilled. In this way, it can be seen that proper planning and administration is quite mandatory so as to achieve advantage in tourism sector. The techniques of collecting the best prices or by resorting to the exorbitant efforts, the promotion of the targets is achieved which results into dissuasion of some market domains. In this manner, marketing is made use of in terms of a device to accomplish tactical aims of target locations and therefore need directed by the policies for local development. so as to gain advantage, the proper interpretation of the target kinds and marketing schemes are significant. The marketers prove instrumental in fulfilling the requirements of the visitors; they need to be in the possession of information relating to the targets and the prospective markets which draws the visitors. Suitable products in the market and appropriate encouragement need to be accorded for the visitors, which is likely to facilitate the maximization of advantages and fine-tuning their marketing mix to their aimed markets (McKercher, 1995; Tribe, 1997). Therefore, it was examined in this research as whether tourists of USA consider concessions and packages whilst booking your tour for Chester. The data collected in this context reveals that in most cases tourists of USA would consider concessions and packages whilst booking their tour for Chester (see figure 5).

Low price services whilst booking tour for Chester

The research literature suggests that the competitor-focused to strategy focuses on competitive rivalry. The travel and tourism is currently in the phase of transition and ambiguity, with latest and sophisticated technologies and more enlightened consumers in the backdrop of certain prospects and hurdles confronting the sector. a competitive marketing paradigm is expected to create and keep up and guard the standing of an institution. Community and personal travel and tourism institutions tend either to gain leadership in terms of cost or price, or segment them to achieve an offering attribute leadership. In addition, an attention on market scopes tends to helps to win a satisfactory status (Day, 1990; Toyne and Walters, 1993). Therefore policies and activities consider the demands of all the participants, to mention, native people, firms and investors, visitors, tour planners besides intermediate agencies, and interest groups. Possibly, the most complicated crisis is ascertaining the judicious application of zero-priced community goods, like landscapes, mountains, and the sea for the well being of all participants and meanwhile conserving the assets for the generations to come. Confrontations are very much apt to conveniently create, particularly in case a number of participants make use of assets for short-spanned advantages. A negotiation including all these interests is quite tough if not plausible, however is the instrument to facilitate prolonged achievement (Buhalis, 1999 ; Buhalis & Fletcher, 1995). Therefore, it was examined in this research as whether tourists of USA consider low price services by travel agents whilst booking their tour for Chester. The data collected in this context reveals that in most cases tourists of USA would consider low price services by travel agents whilst booking their tour for Chester (see figure 6).

Visiting Chester and services offered

The research literature suggests that in theme parks, the tourists are encouraged to move to more captivating to less captivating parks making use of a promotional story or attraction, which is called as tourist administration approach. The cities which welcome only the tourists, who put up for a night and discourages the tourists who do not add much to the local economic setup by monitoring their parking activities. Providing high-quality place to live at and discourages charter flights thereby encouraging expensive tourism(Sautter & Leisen, 1999). In the opinion of Cooper, Fletcher, Gilbert, Shepherd and Wanhill (1998) targets or the destinations as the centre of conveniences and services planned to fulfill the requirements of the visitors. On account of their. tight programs, corporate tourism generate much more wealth for firms as customers are ready to make higher payment and moreover corporate tourism makes use of much higher range of local services compared to free-time tourism. Suitable transit linkage with bigger towns the world over, suitable systems at the target and sufficient arrangement of business-concerned facilities are hence quite significant. Consequent upon the corporate get- togethers occurring on the local level, city targets in the powerful financial activity and developing markets gain most of the business trades(O’Brien, 1998). Therefore, it was examined in this research as whilst visiting Chester USA tourist would centrally focus on which service offered. The data collected in this context reveals that in most cases whilst visiting Chester tourists of USA would centrally focus on service offered as convenience and quality (see figure 7).

.
Visiting Chester and services category

The research literature suggests that a target can be deemed as a mix or also a brand of whole range of offerings, services and ultimately offered on local level. It moreover helps one to evaluate the impact of tourism on the regional level besides administering requirement and allocation so as to maximise advantages for all partakers (Fletcher, Gilbert, Shepherd and Wanhill ,1998). Even though there sufficient writings dealing with the target scheduling and development of services (Gunn, 1994; Davidson & Maitland, 1997), not very large number of academic writings screening target marketing (Heath & Wall, 1992) and more smaller number of demonstrative targets as an observation facilitator for the visitors and the local peoples (Ryan, 1997). It is also obvious from the academic writings brought about in the journals and other publications related to the science. The insufficiency of target -marketing writings probably show the interests of the researchers in the event of tourism on targets. Therefore, it was examined in this research as whilst visiting Chester USA tourists would rather more prefer to which category of services. The data collected in this context reveals in most cases whilst visiting Chester tourists of USA would rather more prefer local services and domestic services (see figure 8).

SUMMARY

Visit art and craft centers and visit museums and parks are the principal purposes why tourists of USA would prefer to visit Chester. In most cases tourists of USA would prefer to visit Chester by travel agent. In most cases tourists of USA would prefer to book their tour of Chester online. In most cases tourists of USA would consider concessions and packages whilst booking their tour for Chester. In most cases tourists of USA would consider low price services by travel agents whilst booking their tour for Chester. Whilst visiting Chester tourists of USA would centrally focus on service offered as convenience and quality. Whilst visiting Chester tourists of USA would rather more prefer local services and domestic services.

CONCLUSION
INTRODUCTION

The aim of this research was to examine the Chester as tourism destination for tourists USA and develop marketing strategy for tour operators. The research has accomplished following objectives: to examine the attractiveness of Chester as tourism destination for tourists USA; to identify USA tourists preferences of Chester as tourism destination; and to develop marketing strategy for tour operators offering service for Chester. For achieving aims and objectives secondary data was collected reviewing and discussing books journals and other reports; and further primary data was collected surveying 50 USA tourists visiting Chester through questionnaire.

ACHIEVING RESEARCH OBJECTIVES
Examine the attractiveness of Chester as tourism destination for tourists USA

It was examined in this research as how USA tourists see Chester as tourist destination. The data collected in this context reveals that in most cases Chester is a highly attractive tourist destination for USA tourists. Further, it was examined in this research as for what principal purpose USA tourists prefer to visit Chester. The data collected in this context reveals that in most cases visit art and craft centers and visit museums and parks are the principal purposes why tourists of USA would prefer to visit Chester.

Identify USA tourists preferences of Chester as tourism destination

It was examined in this research as which way tourists of USA would prefer to visit Chester. The data collected in this context reveals that in most cases tourists of USA would prefer to visit Chester by travel agent. Further, it was examined in this research as which way USA tourists would prefer to book their tour for Chester. The data collected in this context reveals that in most cases tourists of USA would prefer to book their tour of Chester online.

Develop marketing strategy for tour operators offering service for Chester

It was examined in this research as whether tourists of USA consider concessions and packages whilst booking your tour for Chester. The data collected in this context reveals that in most cases tourists of USA would consider concessions and packages whilst booking their tour for Chester. Further, it was examined in this research as whether tourists of USA consider low price services by travel agents whilst booking their tour for Chester. The data collected in this context reveals that in most cases tourists of USA would consider low price services by travel agents whilst booking their tour for Chester. Moreover, it was examined in this research as whilst visiting Chester USA tourist would centrally focus on which service offered. The data collected in this context reveals that in most cases whilst visiting Chester tourists of USA would centrally focus on service offered as convenience and quality. Finally, it was examined in this research as whilst visiting Chester USA tourists would rather more prefer to which category of services. The data collected in this context reveals in most cases whilst visiting Chester tourists of USA would rather more prefer local services and domestic services.

RECOMMENDATIONS

Tour operators in USA dealing Chester tourism destination should formulate marketing strategy for USA tourists visiting Chester focusing on visiting Chester twice a year or once in a year, belong to age group of below 30 years and ’30 to 50 years, and male tourists. The marketing strategy should consist of concessions and packages. More importantly, the tour operators should offer low price services , with added focus on convenience and quality . in their packages, tour operators should include mainly local services and domestic services.

Introduction

Nowadays, the world tourism industry is growing very fast. Tourists are now visiting more remote areas and amazing places. Tourism in present’s world is no more a basic sightseeing. The tourism systems are the arrangement of people, places and organizations in particular roles and it is named as a geographical extremities. Many of the tourism systems are modeled as arrangements of five common elements which are interactive to environments (Leiper, 1990). So, this paper would like to present the Whole Tourism System (WTS) in a peaceful destination like Auckland city in New Zealand as it is famous about Eco-tourism Adventured-tourism and wonderful nature. Almost all of foreign tourists visit the Auckland city as a first city when they come to New Zealand.

In This paper will analysis Bangkok and Auckland and case study from my experience when I was an international student and stay there for 10 months. I took a Thai airway (TG) direct flight from Bangkok to Auckland. I paid for booking the round trip air ticket around 40,000 Bath. Normally, if you stay for holiday the air fares much cheaper. Maybe the price between 25,000 – 35,000 Bath. It depends on which airline you choose. During I studied in Auckland, my cousin come to travel in Auckland. At that time, He arrived by Thai airway’s direct flight but his air ticket was cheaper than my ticket because he plan to stay in Auckland for 2weeks. So, I taught him about Transit Route (TR) and also we went to Waiheke Island by Ferries boat to get into. It not far from Auckland city. However, we collected the information from Tourist Information centre at the Auckland’s Sky Tower. So, Auckland city is quite easy for travel without agency because New Zealand concern about this and also the local people speak English language.

WHOLE TOURISM SYSTEM (WTS)

Whole tourism system will help to understand about the tourism WTS is huge because every itinerary route followed by one or more tourists it is an open system its models are recognize that facts and its implementation the closed system is the one does not interact with the environment (Leiper, 2004).

In other word, many people are seeing the tourism as an industry rather than understanding the tourism as a system which includes the elements which are interrelated parts working together to complete general purposes. This is called tourism system (Mill and Morrison, 2002).

The whole systems will tells about all tourism industry business hotels, resorts airlines other business and organizations affected by the tourism. And it provides the better understanding to the people who are working the hotels and resorts to not basically provide service to customers but to understand why they are coming to the hotels (Mill and Morrison, 2002). And Leiper said that the system he thought that there should be a model of whole tourism system (WTS) to present a way of bearing in mind the complete scope of tourism. Also the whole tourism systems focus and develops tourism market for meets the requirement of a tourist. So the propose of this paper will describe and analysis a whole tourism system.

Tourists

Tourism has become a popular in a global leisure activity. According to Leiper said that the tourists are the people who travel away from the home to another place for a short-term period of at least one night, to the extent that their behaviour involves a search for leisure experiences from interactions with features or characteristics of places they choose to visit. (Leiper, 2004) And also Leiper said “At least one tourist is elementary. Without tourists there can be tourism (Leiper, 2004)”.

In this case, from the information of Tourism New Zealand show that the visitors who come to the New Zealand spend 6.2 billion us dollars by international visitor in the year to Dec 2009. So, New Zealand tourism industry from the last couple of years has emerged as a major factor in the growth of New Zealand economy with substantial foreign exchange earnings. As tourism constitutes various other related sectors including hotels, resorts, and other industries it has a significant contribution to the overall revenue.

However, Tourism New Zealand show the table about the most number of tourists will come to see the Auckland city which is once the biggest city of New Zealand before they visit another place in New Zealand. In this case, Bangkok is traveller generating region (TGR) and Tourism New Zealand said the number of Thai people come to travel in New Zealand at least 3,500 visitors, followed by March, May and October. There were 19,296 visitor arrivals from this market in the year ended November 2009. Except the number of tourists from Thailand airport comes to visit Auckland city who is not Thai people. So, Bangkok able to be a first of traveller generating region or second traveller generating region as well.

Traveller-generating region (TGR): Bangkok, Thailand

Traveller-generating region (TGR) is places where a tourist’s trip begins and normally ends (Leiper, 2004). The generating regions are the place for the essential markets of the tourist business and it is the basis of tourist industry (Bhatta, 2002). Traveller-generating region (TGR) is the origin of tourist or a place that inspire the desire to travel (Leiper, 2004).

However, Auckland city concerned about Traveller-generating region (TGR) is important. That can show from the number of travel fair which New Zealand come to promoted themself. Because New Zealand attracts a steady number of visitors from the South East Asian markets of India, Singapore, Malaysia and Thailand. The markets have shown resilience during the global economic downturn, proving their value for New Zealand tourism. Although these markets are smaller in visitor numbers, awareness of an interested in New Zealand holidays is strong. These markets also offer good opportunities to boost visitor numbers to New Zealand in autumn, which is the peak time for travel from Thailand. And visitor arrivals from Thailand decreased by 3.4 per cent in the year ended June 2008 from one year prior followed by a slight increase of 1.3 per cent in the year ended 2009. So Bangkok not only Tourist destination region (TDR) for every traveller it can be come to a Traveller-generating region (TGR) for the people who live or come to travel in Bangkok and the tourists who comes to visit can plan to next travel to go to Auckland city before go back home or other destinations anyway.

Transits Route (TR): Bangkok to Auckland

Leiper said that Transits Route (TR) is places that tourist passing through along the way in order to get to their tourist destination regions (Leiper, 2004). So, there are many international flights to New Zealand and from there are several ways to reach the main destination for Auckland city. Unfortunately, availability of airline seats is a concern for New Zealand in South East Asia, particularly for India, which is not currently served by direct flights to New Zealand. Tourism New Zealand’s Regional Manager for South East Asia is based in Mumbai, but we also have offices in Bangkok and Singapore.

Anyway, there are many direct international flights from Bangkok to Auckland. Thai Airways now flies four 777-300 non-stop services per week between Bangkok and Auckland. The airline is looking at increasing services between the two cities in the near future. In Auckland city, you can rent the car or take a punctually bus (Stagecoach Auckland) when tourist want to go travel in the city. However, the information of Tourism New Zealand showed that 50% of visitor from Thailand are coming with a group. So, it much easier to go travel in every main tourist attraction.

Tourist destination region (TDRs): Auckland, New Zealand

Tourist destination region (TDR) are places where a tourist’s main visiting activities occurs (Leiper, 2004) and Tourist destination region (TDR) can be defined as places where travels choose to stay awhile for leisure experiences(Leiper, 2004).

Followed by Leiper said, New Zealand is one of the well-known destinations of the World Tourism map with peaceful city. Auckland city is one of peaceful city in New Zealand. Population of Auckland city without traveller are around 1.3millions. Local people said Auckland city as a city of sail or queen city because Auckland city is a biggest and grow up fastest in New Zealand. Nowadays, Auckland is a centre of business and industry. Not only this, Auckland city is a city with natural resources and green the atmosphere so Auckland city becomes popular for international student and traveler more. Moreover, there are plenty of shopping areas, lot of souvenir and the tourist attraction.

Form my advised which are push factor of Auckland city;

Auckland’s Sky Tower is highlight of Auckland city. There are casino, restaurants, high jump activity and the best view point inside the tower.

Mount Eden is old volcano mountain area and the highest point of Auckland city.

Auckland Zoo is fantastic place to see Pacific Ocean’s animal. Traveler also can found Kiwi bird as the symbolic of New Zealand.

Auckland Museum is the one of biggest museum in New Zealand.

National Maritime Museum is the museum which collects the history of ocean 1,000 years before.

Auckland Art Gallery Toi O Tamaki is collecting every kind of arts of New Zealand including Maori arts too.

Victoria Park Market as a creative market for teenager and traveler.

One Tree Hill (Maungakiekie) is a volcanic cone which dominates the skyline in the southern inner suburbs. Also it is history place of negotiation about Maori people and European people.

Ericsson Stadium is a rugby stadium. It is a famous place of local people because rugby is the most famous sport in New Zealand.

Auckland Harbour Bridge is also the highlight and one of Auckland city’s symbolic.

However, Maori Culture and Maori Art easily found. Also Auckland is the best place for sheep products it is pretty cheap and the tourists can find different verities of sheep product and best quality too. Tourist visit Auckland in early morning, afternoon, or evening and also a special part of Auckland city is a night time. Especially sky tower changes colour every month. So, it is very beautiful to visit Auckland city as a Tourist destination region (TDR).

Tourism industries

Normally, tourists are booking everything from travel agency but some just booking only air ticket so Tourism industries quite important for tourist. Leiper said that Tourism industries are an organizational element which is collections of managed organizations in the business of tourism that work together to some degree in marketing tourism and providing services, goods and facilities and Tourism industries represent organizations that engage or influent the tourists activities (Leiper, 2004). The tourists arriving in Auckland were welcomed by local people. And there are various tourism industries to accommodate tourists visiting to Auckland. Kiwiexperience.com one of many choice about tourism information service which is reasonable price and many of tourist from this site are around 18-35 year old. Tourismnewzealand.com is recognized by ministry of government for give every information to traveller. However, Auckland city has a many information centre service and also there are officer who wearing a red suit will help you to give information for traveller in every main street. So it quite helpful for traveller without travel plans.

ENVIRONMENTS AFFECTING WHOLE TOURISM SYSTEM (WTS)

Environments nearby a tourism destination interrelate with tourism actions happening in the destination. Following are some environments affecting WTS in Auckland.

Physical environment

The Atmosphere in the city the architecture of the buildings reflects European style and elegance. Some of architectural is Maori style. It is the one of many major tourist attractions in Auckland. And also Auckland city is a green city and safe. So, this kind of physical environment is the first reason for the city to be a Tourist destination region (TDR).

Climate change

At the present, Auckland is facing some world environmental problems call “climate change or global warming”. So some time Auckland meets some bad effect of this problem too.

World economy crisis

World economy crisis effects to every tourist from worldwide. Tourist least spent their money and also they slow down for many holiday plan. So, just like Leiper said no tourist no tourism.

WHOLE TOURISM SYSTEM (WTS) AFFECTING ENVIRONMENTS

The environments of anything are the nearby circumstance that may have an effect on it in any way and that might be affected by it (Leiper, 2004).

Physical impacts

Mainly in Auckland mostly at weekend it is seen as physical impacts caused by the growing number of tourists coming from everywhere and the domestic tourists are visit in the weekend time. So it a lot of traveller in every beaches or tourist attractions. It is main worst part and the pollution. So, water pollutions and urban waste are increased because of activities done by tourists.

Economic impacts

Tourism has major effects on the economies of destination areas (Mathieson and Wall, 1982). So, A number of factors are responsible for the rapid growth and development of the tourism industry in New Zealand. These include the strong economic growth increase in income, breakdown of political barriers, easing of travel restrictions, liberalization of air transport, and focused marketing campaigns. Strong economic growth in New Zealand is attributed to a focus on market reforms, export oriented industries, stable currencies, diversification of the economy, and massive injection of foreign capital. Billions of Us dollars are being poured into the tourism infrastructure to accommodate a rapidly increasing Indian tourism industry. This has intensified trade, investment, and travel within the region and with the rest of the world. Tourism also helps to generate additional job placements for its people (Mathieson and Wall, 1982). Tourists are spending money in Auckland as a Tourist destination region (TDR) and also give involvement in rising per person wages in the places and also improve various businesses for other communities.

CONCLUSION

This report showed how the model of Whole Tourism System (WTS) is applied in Auckland city. There are five elements in whole tourism systems they are Travellers Generating Regions (TGR), the Transit Route (TR) and the Tourist Destination Region (TDR) Tourism Industries and Tourist.

Knowledge of how Leiper’s Basic Whole Tourist System aids in the development of a destination such as Auckland city. Throughout my study in this area I have looked at this whole system will helps the tourism planners the planners need to understand this system because this paper gives the brief understanding about each and every element in this system and how it will after the other system as well. All the system are interrelated to other systems so each and every element should work properly as if one fails to function properly wit will affect the whole tourism system. According from my point of view after studying about the whole tourism system each and every element is important to be a success full trip if one of the elements is missing from the Whole tourism system (WTS) there is no tour and then there is no tourism.

In India 454 airports and airstrips which includes Operational, Non Operational, Abandoned and Disused Airports.from which 127 are owned & operated by AAI. In India also have 16 – international, 7 custom airports and 28 civil enclaves.

Scheduled domestic air services are available only from 82 airports.

In May 2007 to May 2008 there was remarkale growth of nearly 20% and the figure increased upto 25.5 million is domestic & 22.4 million is international passengers.which was highest in the world.

The Growth Rate Projections for next 5 yrs will 15% p.a of Passenger Traffic and 11.4% p.a of Cargo Traffic

History

In 1911 first commercial flight was airmails from Allahabad to nani (10 km) and in 1932 the aviation department of Tata sons ltd was established.

In 1938 Tata airlines was established and after 8 years in 1946 Tata Air Lines converted into a public Company and renamed Air India Limited

In 1948 Air India International was incorporated and in 1953 Nationalization of Aircraft Industry was established.

At that time Air India was serving the international sectors and Indian Airlines was serving domestic sectors

Other domestic airlines are Deccan Airways, Airways India, Bharat Airways, Himalayan Aviation, Kalinga Airlines, Indian National.

In 1986 Private Sector Players permitted as Air taxi operators.These players including Jet, Air Sahara, NEPC, East West,

In1990 Open sky policy was made came into existence.

In 1995 Private Carriers permitted to operate scheduled services.

2005 was the phase of competition and low-cost carriers was entered into the market.

In 2007 Indian Airlines was merged into Air India.and Jet Airways acquired Air sahara.

In 2008 Kingfisher was acquired 49% stake in Deccan Aviation. Regulatory Authorities

Ministry of Civil Aviation was responsible for the formulation of policy, development and regulation of Civil Aviation. Its functions also extend to overseeing airport facilities, air traffic services and carriage of passengers and goods by air.

Directorate General of Civil Aviation (DGCA) was promote safe and efficient Air Transportation through regulation and proactive safety oversight system.

Bureau of Civil Aviation Security (BCAS) was the regulatory authority for civil aviation security in India

Airport Authority of India (AAI) who accelerate the integrated development, expansion and modernization of the operational, terminal and cargo facilities at the airports.

Policies

Open Sky Policy means to liberalize the rules for international aviation markets and minimizes government intervention.

It is 100% for green field operations and 74% for existing airports and 100% with special permissions.

In this policy 100% tax exemptions for 10 yrs.Airlines

In domestic airlines was 49% and 100% for NRI’s and 74% in cargo & non-scheduled airlines.

Kingfisher airlines

The Chairman of Kingfisher airlines is Dr Vijay Mallya and also CEO of Kingfisher

Airlines.

The Kingfisher Airlines Limited launched scheduled airline services on May 9, 2005 with 4 daily flights between BOM & BLR and one A-320 aircraft.

In Kingfisher airlines there are tools for mood lighting such as web chat, inseat

plugins for music, liveTV with 16 channels on each seat

Kingfisher airline provide 100 percent online ticket and many companies are following this.

The Kingfisher Airlines family will consistently deliver a safe, value-based and enjoyable travel experience to all passengers.

SWOT Analysis
Strengths

It is the first airline with full new fleet of aircraft.

It provide Quality hospitality to customers

It have already training academy.

Kingfisher have UB group backing for raising financing.

It is well capitalised airline, prepared to take losses.

It have experience to better handling of employees and staff; less centralised style of functioning.

Weaknesses

Chairman’s people skills are better but employees have to work very erratic hours.

It provide service delivery only in metros and other big cities.

It is yet not in profit position.

Kingfisher’s ticket pricing is also very high.

Kingfisher is yet to build itself into an organisation; structures yet to fall in place.

Opportunities

The non penetrated domestic market.Kingfisher entre into the market at that time when the less competitors are taken place.

International market

Untapped air cargo market

Expanding tourism industry

It is the expanding tourism industry mostely foreigners travel through aeroplanes this is the company opportunity which the company take profit as much as possible.

Threats

Due to increase in the number of Competitors the company threat increase day by day.

Infrastructure issue.

Fuel price are increasing constantly this is the main threat for the company because the company cost increases and profitability decreases due to this.

Economic slow down

Promotion and sponsorship declining

PESTEL ANALYSIS
POLITICAL FACTORS

1) Open sky policy

2) FDI limits: 100% for Greenfield airports

74% for the existing airports

100% through special permission

49% for airlines.

ECONOMICAL FACTORS

1) Contribution to the Indian economy-since the industry is operating in Indian economy,the revenue generated by the company adds to economy

2) Rising cost of fuel-the fuel price is rising because the subsidies govt is providing are being taken off.

3) Investment in the sector of aviation

4) The growth of the middle income group family affects the aviation

Sector-in todays world with increasing income of middle class,people prefer to go by air because it saves time at is all new a different experience.

SOCIAL FACTORS

1) Development of cities leads to better services and airports-metro cities first had airports but with development of the country new airports are being built up.

2) Employment opportunities-the aviation sector provided a lot of employement opportunities because the industry is so vast that a lot of people can be employed

3) Safety regulations.

4) The status symbol attached to a plane travel

TECHNOLOGICAL FACTORS

1) The growth of e-commerce and e-ticketing is now adopt the airline companies for the facilities and services to the customers.

2) Satellite based navigation system is the most advanced technological factor.

3) Modernisation and privatisation of the airports.

4) Developing green field airports with private sector for example in

Bangalore the airport corporation limited.

ENVIRONMENTAL FACTORS

The increase in the global warming due to increase in the number of aeroplanes flying in the air.this makes bad effect on our atmosphere.

2) The sudden and unexpected behavior of the atmosphere and the

dependency on whether.

3) Shortage of the infrastructural capacity

4) Tourism saturation.

LEGAL FACTORS

1) FDI limits

2) Bilateral treaties

3) Airlines acquisitions and the leasing cost.

Jet Airways

Jet Airways founded in 1993 and the Chairman of jet airways is Mr.Naresh Goyal.The Headquarter of Jet Airways is situated in Mumbai.

It is the Country’s second largest international airline and the largest domestic airline.

Its Primary hub is Mumbai’s Chaatrapathi ShivajiAirport and Secondary hubs are Bangalore, Brussels, Chennai, Delhi,Hyderabad, Kolkata and Pune.

In April,2007 Air Sahara acquired the JetLite.but now JetLite integrated into Jet Airways.

Is primary Segments are Domestic & International and Customer Segments are First class, Premiere(Business) class & Economy class.

Its Target Segments are Business class.The Business travelers contribute 48% of passengers & 66% of revenues and they ready to pay higher prices, last time booking and don’t like transit.

The Economy class leisure travelers, prefer low cost airlines, ready for transit if there is cost advantage and have large % of passengers.

The Yield Management Technique was adopted in which Positioning take place(High value for High price)

Unique Selling Price which make Customer relationship and Punctuality.

SWOT Analysis
Strengths

Market driver-jet airways is known as a renowned company in airline industry, including airline domestically and internationally

Experience exceeding 14 year-the company has now established its steps in the airline industry and has achieved a big experience.

Only private airline with international operation-now adays new international entrants are entering into market,but jet airways were once upon a time to be the most reputed international airline industry.

Market leader-leader of the airline industry,with kingfisher bieing the most big rivaler.

Largest fleet size-at airport the largest fleet which we can observe is of jet airways.

Weaknesses

Loosing domestic market share

Old fleet with average age around 4.79 years

Scope for improvement in in-flight service

Weak brand promotion

Opportunities

Untapped air cargo market-jet airways has now till not focused on cargo industry which is developing day by day as more nad more exports and imports are increasing with every passing day.

Scope in international service and tourism-the jet airways focuses maximum on domestic market and there is large opportunity for the jet airways to step at a boost level in international market.

Threats

Strong competitors-now adays new entrants like kingfisher,Lufthansa airlines are expandind there fleet into the industry both domestically and internationally.

Fuel price hike-day by day there is a price hike in fuel but the major effected are customers since with increase in price of fuel,the price of air fare automaticaaly grows up.the loss is also faced by the airline because the ratio at which the fuel price rises comparitevely the price of tickets do not rise

Overseas market competition-at an international level more and more companies are entering the airline industry due to high margin profit.

PEST Analysis
Political Issue

License issue for international

operation

Infrastructural constraint

ATF price policy

Economic Effects

Rising income level

Reduced fare but yet not enough

Social Effects

Sound Pollution

Plane hijacking

9/11 Incident

Technology Effects

Modernization of aircrafts

Modern technology like CAT3 and ILS

4P’s
Price

Economy & Club Premiere Fare

Discounted fare for senior citizens & defense personnel

Advance Passenger Excursion/ APEX Fares

One Fare

Night Saver Fares

Check Fares

US Dollar Fares & Visit India Fares

Place

Place of Service – Aircraft

Various Destinations

PromotionOffers

Companion Free Offer, One Fare, Concessional fares, JetPrivilege

Offers,

Jet Airways Citibank Credit Cards, Corporate Deal Offers, International

Specials, Camp Rock contest, Festival specials, Student specials,

Surprises etc.

Advertising and Branding

Hoardings

Brand Ambassadors

Sponsorships

Event Organization

Process
People Processing

People physically enter the service system to receive the service.

Aircraft is the

service factory where service is delivered.

Possession Processing

Cargo

Luggage & Courier

Physical Evidence
Services cape

Services cape usage – Interpersonal

Complexity of Services cape – Elaborate

Flight

Offices – Org. & Ticket Booking Agents

Virtual Services cape

Jet Airways – Performance

Jet Airways annual Revenues is Rs.9481.5 crores in 2007 to 2008 and Rs.7401 crores in 2006 to 2007.

Profit (Loss) After Tax – Rs.253 crores loss in 2007 to 2008 and Rs.27 crores profit in 2006 to 2007.

All Other Domestic Players showed loss in 2006-07.

It is a much known fact nowadays that the traffic congestion in Colombo has increased to a level that most of the personnel operating in Colombo city limits get disturbed in their day to day activities. Further it has come to the light that the traffic accidents in Colombo city area also have been increased during the recent past to a considerable amount mainly due to this congestion. Out of the overall number of traffic accidents reported within the country the most numbers are reported from Colombo city limits. Number of lives lost due to these accidents cannot be considered in light whilst minor scale accidents reported stands at large. Unreported numbers of minor scale accidents are not known but would be as double as the number of reported.

Difficulties faced by the motorists, pedestrians, traffic police officials and generally the public in Colombo area due to this traffic congestion are very high. The day to day life of the general public such as attending their office duties, attending children to schools, attending other domestic affairs are getting disturbed heavily due to the unforeseen delays they are compelled to experience at roads caused by traffic congestion blocking the smooth vehicle movements in Colombo city. This is generally wastage of innumerous number of man-hours of working people, loosing billions of rupees of income to the Gross National Product.

It is a known fact that the highest number of vehicles, comparative to the other cities in Sri Lanka, operating in Colombo city. Reason for the same is Colombo is the main city in Sri Lanka to where large number of people travel daily to do their jobs, send most number of children to the large number of leading schools located within the city. Further the Colombo harbour is situated within the Colombo city limits resulting a large number of vehicle movements for transportation of goods. Most number of star class tourists hotels located in a single city is Colombo resulting large number of vehicle movements in between Bandaranayke International Airport, Katunayaka and Colombo. Generally the main commecial city of Sri Lanka is Colombo and as a result of that almost all the personnel living at wherever the country are compelled to come to Colombo for some reason which increase the vehicle congestion in Colombo city limits.

4. When a large number of vehicles are operating within a limited area in Colombo city, it is obvious that the number of traffic accidents could be at a higher rate comparative to the number of accidents happened in other cities in Sri Lanka. But in this context what is important to be researched is the reasons for those large number of accidents. The amount of vehicle operating in Colombo city would not be a good reason for any of the citizen of this country to be met with a traffic accident and to get injured or to be killed. This being the situation time has come to analyze the causes contributing to the increase of traffic congestion in Colombo city and to come up with viable solutions to address this problem which will in turn be beneficial to the future prospects of Colombo city, as well as the country as a whole.

CHAPTER 2
METHODOLOGY
AIM

5. The aim of this research paper is to analyze the major causes which contributing to the traffic congestion in Colombo city limits and to come up with feasible measures to create a smooth traffic movement in Colombo city limits as an example for the rest of the cities in the country.

STATEMENT OF THE PROBLEM

6. Increase of traffic congestion within the Colombo city limits at a drastic rate within a very short period of time has not only resulted the general public operating in the Colombo city to experience unforeseen difficulties at roads but also to be ended up at sometime with fatalities or losses of lives. The continuance in the increase of rate of traffic congestion in Colombo city would become a major burden for the motorists, pedestrians, traffic police officials and all the communities operating in Colombo city and also will bring negative impacts to the development of Colombo as well as the country unless addressed systematically. This research is to identify the major causes which have contributed for the increase of traffic congestion in Colombo city and to recommend feasible measures to reduce the same.

THE RESEARCH HYPOTHESIS

7. Unlawful driving habits of the motorists who do not adhere to the traffic regulations is hypnotized as the main cause for the increase of motor traffic congestion in Colombo.

SCOPE OF THE STUDY

8. The scope of the study is to confined to the motorists, pedestrians and traffic police officials operating in Colombo city limits to identify their views and attitudes towards the increased rate of traffic accidents in Colombo. The paper also concentrates much on the statistical records of traffic accidents happened in Colombo during the past decade.

METHOD OF DATA COLLECTION

9. The collection of data and information for this research will be highly based on the views and the perceptions of the motorists, pedestrians, officials of traffic police department and those who have met with road traffic accidents which will be derived through systematical interviews. A questionnaire will be distributed among 50 personnel composed with 25 drivers including heavy vehicle, light vehicle and three wheeler drivers, 10 pedestrians, 10 personnel met with traffic accidents and 5 traffic police officers. Further this research analysis will be highly based on past statistics available on all traffic accidents in Colombo.

THE STRUCTURE OF THE THESIS

10. The thesis is structured as follows:

Chapter 1 – Introduction.

Chapter 2 – Methodology.

Chapter 3 – Increase of vehicle population in Sri Lanka.

Chapter 4 – Reasons contributing to the traffic congestion in

Colombo.

Chapter 5 – Observations made by the Researcher.

Chapter 6 – Analysis of data.

Chapter 7 – Recommendations.

Chapter 8 – Conclusion.

CHAPTER 3
INCRESE OF VEHICLE POPULATION IN SRI LANKA

11. It is a known fact that the vehicle population of Sri Lanka was very minimal before 1980s and wonder whether a word called traffic congestion was heard at that time. However with the influx of the concepts of open economy to the country, the vehicle population was increased but at a moderate rate during 80s and 90s. So that the road network in the country, though not developed much, was sufficient to accommodate the transportation in the country without traffic congestion. But within the last decade the vehicle population of the country was expanded at a drastic rate and almost doubled within a period of eight years. The following statistics at Table 3.1 [1] gives a clear picture of the vehicle population of the country and the composition of the same.

12. Table 3.2 [2] shows the rate of increasing of vehicles in the country with the new registrations per year. From year 2002 onwards the new registrations per year exceeds 200,000. In this context what we have to identify is whether the road network has been expanded comparatively to accommodate this number of vehicles.

13. When it comes to Colombo city, it has been revealed that approximately 400,000 vehicles move in and out of Colombo daily basis, which is approximately 15% of the total vehicle population of the country. Though the road network of the main city of the country has been extensively expanded as well, the traffic congestion due to different contributing factors could not have been avoided. It has been come to light that following are the main contributing factors for the traffic congestion in Colombo city and its suburbs.

High volume of vehicle movements within the city.

Not having a proper traffic plan in the city.

Closure of certain roads for security reasons.

Bad driving habits of drivers violating traffic rules.

Improper parking habits of drivers interrupting smooth vehicle movements due to non availability sufficient parking facilities.

Poor traffic controlling duties of traffic police officials.

Use of old vehicles not road worthy.

Increase of vehicle accidents due to high volume of vehicle movements blocking the smooth vehicle movements.

CHAPTER 4
REASONS CONTRIBUTING TO THE TRAFFIC CONGESTION IN COLOMBO

14. Colombo City is the most populated city in Sri Lanka and the living standards of the people living in Colombo is comparatively high resulting a considerable number of people out of those living in Colombo are in possession of a kind of personal vehicles. Further a huge number of people moves in and out of the Colombo city daily basis making the number of vehicles moving in and out on daily basis is very high. As per the statistics available at Traffic Branch of the Police Department, approximately 400,000 vehicles of different categories move in Colombo city daily.

15. Due to this large number of vehicles moving in and out of the Colombo city the average number of accidents reported within the Colombo city is 200 out of which 6 are fatal. It is important to have an idea of the general perception towards the contributing factors for the traffic congestion in Colombo city.

GENERAL PUBLIC PERCEPTION

16. Based on the outcome of the ideas obtained from a cross section of drivers and non-drivers operating in Colombo city through a distribution of a questionnaire attached as Annex “A”, the following factors were revealed out of which some are identified as the contributing factors for the traffic congestion in Colombo city.

Chart 4.1 – Possession of valid driving license

17. It was revealed through a distribution of questionnaires among 50 personnel driving different types of vehicles in Colombo city area only 80% are with valid driving license whilst others drive different categories of vehicles without driving or riding license as elaborated in Chart 4.1.

Chart 4.2 – Knowledge on Traffic Rules

18. Percentage of the personnel who are driving vehicles and having an average knowledge on traffic rules and regulations is 60% whilst both the categories of those with very good knowledge and poor stands at 20% each as displayed in Chart 4.2.

Chart 4.3 – Adherence of Traffic Rules

19. Adherence to traffic rules plays a major role in the context of traffic congestion of any where on the road so do at the Colombo city area and the composition of the same with regard to Colombo city area is as per above Chart 4.3. As per the statistical data received in this regard only 5% of the personnel drive vehicles in Colombo city adhering 100% to the traffic rules and regulations. 70% adhere traffic rules but sometimes violating. 20% adhere traffic rules only when they feel it is required to do so whilst 5% adhere only when traffic police are expected or to be seen on the road.

Chart 4.4 – Ratio of Drivers met with Accidents whilst driving in Colombo

The Chart 4.4 shows how rare we can find a person driving a kind of vehicle but not have met with an accident whist driving in Colombo. 80% of the drivers have met with some kind of traffic accident whilst driving in Colombo. It is important to identify the main reasons behind those accidents and Chart 4.5 elaborates the same. 30% have met with accidents due to the fact that they have not adhering to the traffic rules, at the time of meeting the accident whilst 50% have met with the accidents as a result of the violation of traffic rules by the another party. 15% have met with accident due to the congestion of traffic in Colombo, whilst only 5% due to some other reasons.

Chart 4.5 – Reasons for the Accidents in Colombo City

21. It is a known fact that use of mobile phones by the drivers whilst driving is one of the major reasons contributing for the traffic accidents so do for the traffic congestion in Colombo city. The research reveals as highlighted at Chart 4.6 that 80% personnel uses mobile phones whilst driving. It was also revealed that 10 % don’t uses mobile phones whilst driving and the balance 10% uses mobile phones however after parking the vehicle by side of the road.

Chart 4.6 – Usage of Mobile Phones Whilst Driving

22. Parking vehicles at unauthorized places by side of the roads increase the traffic congestion in Colombo city very much. Reason for that type of illegal parking varies from person to person and the Chart 4.7 shows the percentage of drivers doing illegal parking whilst Chart 4.8 shows the reason for them to do so.

Chart 4.7 – Trend of Illegal Vehicle Parking
Chart 4.8 – Trend of Illegal Vehicle Parking

23. Driving vehicles in accordance to the stipulated speed limits is also a fact required to be adhered to in order to minimize the disturbance to the other vehicles and the commuters as well. The research reveals that, almost all the drivers are operating in Colombo violate the speed limits even in sometimes.

Chart 4.9 – Adhere to speed limits

24. The general perception of those who are driving a kind of vehicle in Colombo city, towards the reasons for the traffic congestion in Colombo city is emphasized in The Chart 4.10 Though the traffic congestion in Colombo city is a result of combination of different factors, the most contributing factor was identified as the unlawful driving habits of the drivers which stands at 60%. The next main factor which stands at 20% is the huge number of vehicles entering in to Colombo city.

Chart 4.10 – Reasons for traffic congestion
TRAFFIC POLICE OFFICIALS PERCEPTION

25. Traffic Police officials performing traffic duties are one of the main resource personnel from whom an unbiased opinion towards the traffic congestion in Colombo city, could be obtained. A specifically designed questionnaire as at Annex “B” was distributed among 25 traffic police officials and the outcome of the same is as follows.

26. The very first question was to find whether they see or experience a traffic congestion in Colombo city for which the answer was 100% positive and all the police officials accept the excessive traffic congestion in Colombo.

27. The traffic police officials being the most competent personnel with their observations and experience to list out the factors contributing the traffic congestion in Colombo city were tasked to list out those factors according to the precedence and the outcome is as enumerated at Chart 5.11 Majority of them are in the view of that the bad driving habits of the drivers violating the traffic rules and regulations, come first cause for the present day traffic congestion in Colombo city

.
Chart 5.11 – Reasons for Traffic Congestion as per the precedence

28. The order of precedence explained above at Paragraph 27 was further substantiated based on the factual details of the traffic police officials as shown below at Chart 5.12 The number of personnel getting caught to police net daily for violating traffic rules in Colombo city stands above all the other offenders. Those who are driving vehicles over speeding, though taken as a separate attribute, is again an unlawful driving habit violating the traffic rules. So that the percentage of those who are driving with unlawful driving habits and getting caught to police is 60%.

Chart 5.12 – Reasons for Traffic Congestion as per the precedence

29. Views of the traffic police officials were expected to find out the most viable solution to the traffic congestion in Colombo city. Though different opinions were found as shown at Chart 5.13, the most viable solutions for which 55% agreed to address this problem was to take stern disciplinary action against those offenders who violate the traffic rules and regulations.

Chart 5.13 – Reasons for Traffic Congestion as per the precedence
CHAPTER 5
OBSERVATIONS MADE BY THE RESEARCHER

30. Further to the facts gathered through the distribution of questionnaires among general public, those who are driving vehicles in Colombo city areas, and the traffic police officials performing duties in Colombo area, the following facts were revealed through visual observations and sporadic interviews of the people hanging around in Colombo area. These were included with bus drivers, three wheel drivers, police officers, pedestrians; personnel using public transport etc. and the following observations were made.

a. It was observed that the maximum number of vehicles move in Colombo city area during the following rush hours.

0730 hrs to 0900 hrs – During this period the maximum numbers of vehicles moves in Colombo city creating a traffic congestion and the reason is the influx of people to Colombo for employments, businesses,and to attend schools etc

1330 hrs to 1430 hrs – This is the time period during when schools are getting closed and a large number of vehicles move in the Colombo city for school services. Due to the fact that a considerable number of leading schools are located in Colombo city itself, the number of light vehicles operating for school services is extremely high resulting the traffic congestion.

1630 hrs to 1830 hrs – Soon after the office hours the outward vehicle movements from the Colombo city are very high similar to the morning session creating a traffic congestion.

b. The competition of the bus drivers makes havocs in the smooth flow of vehicle movements in Colombo city. Though the buses as well as the other heavy vehicles are to drive in the leftmost lane it is being practiced only for stopping the busses at bus halts to board or alight the passengers. Almost all the bus drivers make their fullest effort to disturb the other buses to make a big catch of passengers which in turn disturb all the vehicles on the roads creating traffic congestions. However not a single bus driver is ready to accept that they are experimenting unlawful driving habits violating the traffic rules.

c. Habitual violation of traffic rules by the three wheel drivers are one of the main contributing factors for the traffic congestion in Colombo city. The number of three wheelers in Colombo city is extremely high. Easy maneuverability of three wheelers is being used by most of the drivers to get an extra advantage of reaching their destinations as quickly as possible however violating all the kinds of traffic rules. They do not bother about the difficulties faced by the other motorists and drivers due to their unethical driving patterns ultimately creating unnecessary traffic congestions.

d. Parking vehicles by sides of the roads blocking the other free vehicle movement is also a contributing factor for the traffic congestion in Colombo city. Sometimes may be due to the non availability of parking facilities, drivers are used to park the vehicles by side of the roads disturbing the other vehicles.

e. Role of the pedestrians too contributes much for the traffic congestion in Colombo city. The extremely poor road discipline of the pedestrians creates unnecessary disturbance to the smooth movement of vehicles. Even at the places where overhead or underground pedestrian crossings are there, most of the pedestrians do not and reluctant to use those facilities but used to cross the road at the shortest way which ends up not only with traffic congestions but also accidents with fatalities.

f. Less attention of most of the motorists towards the disturbances for the other vehicles due to the way they are driving also contributes for the traffic congestion in Colombo city. The classic example in this context is the use of mobile phones whilst driving creating unnecessary disturbance for the other vehicles whilst not being aware of it.

CHAPTER 6
ANALYSIS OF DATA

31. When the data collected through the systematical interviews, visual observations and distribution of questionnaires were analyzed, it was proven that the following contributory factors have resulted that the traffic congestion in Colombo city and suburbs.

High volume of vehicle movements within the city.

Not having a proper traffic plan in the city.

Closure of certain roads for security reasons.

Bad driving habits of drivers violating traffic rules.

Improper parking habits of drivers interrupting smooth vehicle movements due to non availability of sufficient parking facilities.

Poor traffic controlling duties of traffic police officials.

Use of old vehicles not road worthy.

Increase of vehicle accidents due to high volume of vehicle movements blocking the smooth vehicle movements.

Bad road discipline of pedestrians.

32. The high volume of vehicles of approximately 400,000 are operating in Colombo city daily is undoubtedly is one of the main reasons for the traffic congestion in Colombo city. Number of accidents, as mach as 200 per day consolidates this fact further. But the number of vehicles alone wouldn’t have created this much of traffic congestion in Colombo city unless the other contributing factors have popped up as a result of the high volume of the vehicles. All the endeavors have been taken to reduce the effects caused by the other factors such as reducing the violation of traffic rules, unauthorized parking etc. Since those factors play a major role than the volume of the vehicles.

33. As enumerated and hypothesized throughout the research, the unlawful driving habits of majority of the drivers operating in Colombo city are analyzed as the main contributing factor for the traffic congestion in Colombo city. When the number of vehicles are high and certain motorists are in a hurry tend to violate traffic rules and regulations and to reach their destinations as soon as possible ultimately creating traffic jams and blocks at the roads. The competition and the habitually unlawful driving practices of the bus drivers and three wheel drivers contributes this aspect at large. This research hypothesis is further consolidated by the statistical details obtained through the distribution of questionnaire with a percentage of 60% of general public and traffic police officials in the view that the unlawful driving habits of the driver causes traffic congestion in Colombo.

34. Though there are rules and regulations to bring the offenders at the roads before the courts and to be tried, it is not being practice to a satisfactory level. Though the traffic police officials reiterated that the traffic congestion in Colombo city is mainly due to the unlawful driving habits of the drivers, the actions they have taken to address this problem is not visible. The avenues available for the offenders to get themselves free from the traffic violations even after getting caught to traffic police officials are at a large but undisclosed by both parties.

CHAPTER 7
RECOMMENDATION

35. Based on the factual details obtained through systematical means and the research analysis, it is evident that the fact of unlawful driving habits of the drivers is to be addressed timely to reduce the traffic congestion in Colombo city and its suburbs at first whilst addressing the rest of the contributing factors gradually. The following actions are recommended to be initiated in this connection.

a. Traffic laws, rules and regulations are to be revised and to be incorporated with stern disciplinary action against the violation of traffic rules.

b. The traffic police officials as the law enforcing authority should be trained and handled in a more discipline way than as at present to be firm when performing their duties. Internal monitoring systems within the traffic police department are to be established and stern disciplinary action to be taken against those corrupted police officials not carrying out their duties properly.

c. A value to be added to the driving license from the time of issuing and it is to be ensured that only the competent and disciplined applicants are issued with driving license. In case of any kind of intentional violation of traffic rule the relevant diving license holder is to be kept under supervision for a standard period of time preferably one year and if found again for intentional violation the driving license is to be terminated. So that, no body will take the risk of getting their driving license terminated.

d. Parking facilities in the Colombo district to be expanded and then those who are parking vehicles at unauthorized places to be dealt accordingly.

e. Specific rules and regulations for the maintenance of discipline of bus drivers and three wheel drivers are to be brought in to force.

f. CCTV monitoring systems to be installed within the Colombo city to trace the drivers violating traffic rules and the police officials not carrying out their duties properly.

g. Island wide educational programs to be conducted to bring a behavioral change of the people driving any kind of vehicle in Sri Lanka to be disciplined at the roads and to respect the others.

h. Quality of the public transport services are to be increased to motivate the people to use public transport than their private vehicles when coming in to Colombo city which will reduce the influx of light vehicles that contributes much for the traffic congestion in the city.

i. Informing motorist about road accidents, traffic congestion and road conditions by traffic radio station which will help motorists to avoid traffic congestion. Helicopters can be use to moniter traffic. [3]

CHAPTER 8
CONCLUSION

36. It is a known fact that the difficulties faced by the general public, the traffic police officials and the wastage of national resources due to the traffic congestion in Colombo city is utmost and unaccountable. So this is a national issue required to be addressed within the least possible delay without being waiting till the problem get aggravated. As hypothesized the main fact behind the traffic congestion in Colombo city and also in suburbs is the unlawful driving habits of the vehicle users whilst few other factors contribute to increase the problem. As identified and analyzed during the research it is important to address the main factor which is unlawful driving habits of the drivers as the initial step whilst addressing the others thereafter.

37. The outcome of this endeavor to reduce the traffic congestion in Colombo city limits and its suburbs will be an example to address the similar type of traffic congestions in other main cities in Sri Lanka as well. These types of problems cannot be addressed without the support of the general public as well as the officials who are tasked to perform duties in that respect. However with the enforcement of new law and systematical programs to make the driving community more disciplined the traffic congestion of the Colombo would be gradually reduced which will be beneficial for all the people living in this country since this is a problem pertaining to the main business and industrial city of Sri Lanka.

Purpose – The paper aims to provide a holistic perspective on various dimensions of the tourism industry in India.

Design/methodology/approach – The paper combines analysis of various documents as well as insights from researchers. The paper discusses problems of the tourism Industry, strengths of the industry, challenges faced by the industry in India and policy implications of the government.

Findings – The paper explains the economic importance of tourism Industry in India by outlining the strengths and challenges of the Indian tourism industry. The paper has implications for the government and Industry players in terms of investment in hospitality education and training, infrastructure and better employment practices.

Practical implications – The paper provides recommendations for some of the initiatives that government and industry players could adopt.

Introduction

Tourism industry of India is enjoying the growth period, driven by the Indian middle class, increase in tourists who are ready to spend more and the government campaigns to promote India’s “Incredible India”. The tourism industry in India is substantial and vibrant, and the country is fast becoming a major global destination. It is one of the most profitable industries of India which also contributes huge amount of foreign exchange. In 2006 the amount spent by the tourists in the country was US$ 8.9 billion. Disposable income in India has grown by 10.11% annually from 2001-2006, and most of it has been spent on travels as mentioned in “Economy Watch”. Foreign tourists spend more in India than almost any other country worldwide. The tourism industry has supported growth in other sectors like horticulture, handicrafts, agriculture, construction and poultry. There is a gap between the potential of the tourism industry and the success achieved till now. Through this study we would try to find out the steps which can be taken to curb the shortages faced by this industry.

Industry Contribution

Due to booming industries like IT and outsourcing industry, a growing number of business trips are made by foreigners to India, tourists spend more in India than almost any other country across the globe. The Tourism Ministry has also played an important role in the development of the industry; advertising campaigns such as the ‘Incredible India’ campaigns have promoted India’s culture and have attracted tourists in a tremendous way. Increased tourism in India has created numerous jobs in a variety of related sectors both directly and indirectly. Almost 20 million people are now working in the India’s tourism industry. India’s governmental bodies have also made a considerable impact in tourism by making it mandatory that each and every state of India have to administer support issues related to tourism. A new growth sector is medical tourism. It is currently growing at around 30% per annum. Medical tourist arrivals are expected to reach one million soon. The tourism industry of India is based on certain core nationalistic ideals and standards which are: Swaagat or welcome, Sahyog or cooperation, Soochanaa or information, Sanrachanaa or infrastructure, Suvidha or facilitation, Safaai or cleanliness and Surakshaa or security as mentioned by “World travel $ Tourism Council, India Initiative”.

The landscape of India is a natural attraction for tourists and a rich tapestry of cultural heritage is woven into a wide range of tourism products. Indian tourism demand is estimated to grow at 8.8 percent from 2004 to 2013, which would place India as the third-most rapidly growing tourism market in the world after Montenegro and China (HVS Hospitality Services, 2007). There is a phenomenal explosion of domestic tourism which is fueling the industry’s revival. India has a wide population of educated, hospitable people who have the moral strength and desire to welcome tourists. The hospitality industry is also booming with an increasing number of hotels being opened in various regions across India. This will in turn help in job creation and in driving the economic growth. Major brands such Emaar Group, Kingdom Hotel Investments; and international fund companies such as Blackstone, Morgan Stanley and Merrill Lynch among others have solidified their interest in the Indian hotel sector.

Specific, targeted efforts are being made to develop tourism in India in terms of media campaigns. For example, the “Incredible India” campaign has had a very strong impact on tourist arrivals. The “Brand India” message is being communicated globally and penetration is strengthened by reaching prospective visitors through electronic, print and internet media (Himani Kaul, 2009).

Sporting events such as the Indian Premier League cricket tournament held in 2008 and the Commonwealth Games to be held in 2010 are also significant drivers for promoting destination “India” and fuelling tourist demand.

Problems faced by the Industry

India’s tourism industry has a labor shortage. There is not enough accommodation, rooms and dirty problem, food problem is to stop tourists who come to India. Many parts of the country have not been very good, in terms of appropriate road, rail and air connections. Excessive bureaucracy had delayed new hotel and transport projects. Tourists are often the economic exploitation, and criminal elements in India, Indian women and the elderly can secure access to visitors. India’s tourist attractions were also damaged pollution. Refinery smoke is harmful to the Taj Mahal, and coastal ecosystems, Rann Kutch and the Himalayas are contaminated blow. Delhi, Jaipur, Agra in northern India, transport and communications and Bhuwaneshwar – Konark – Puri Orissa industry better than other equally attractive destinations in India as per “Norah Faith”. These problems also shorten the tourist season in India, which then leads to unemployment in off-seasons. As per the Tenth Planning Commission Report on Tourism; the major impediment to the growth of tourism has been the lack of awareness about the benefits it can bestow upon the host population. The Planning Commission Report has summarized the main factors that affect India’s tourism competitiveness:

Lack of concern for competitiveness.

Inadequate facilitation services – infrastructure improvements at country entry

Points and appropriate facilitation services are needed.

Lack of quality infrastructure.

Lack of emphasis on product quality.

Lack of training at the “cutting edge”.

Lack of hygiene.

Low utilization of modern marketing and publicity tools.

Insufficient involvement by the private sector in tourism development

The author Mr. Jauhari talks about Hospitality industry and tourism in India:

Hospitality industry is a major employer. The industry includes services such as tourism and food service sector. It was more than from peers, the industry’s economic fluctuations. In the world economy the hospitality industry is a major sector. The industry consists of a service industry, including catering, tourism and hotel industry a wide range of varieties. Also includes support for the hotel industry such as airline cabin staff travel and travel agencies, application of information technology (IT) and hospitality and tourism workers in technology business. Hospitality industry is characterized by a large number of employees. Entry-level positions usually require no formal education (S.K.kuthiala)

These articles majorly focus on:

Infrastructure management: cooperation between different players such as hospitality businesses, infrastructure, state government, the ministry of tourism and environmental agencies. The budgetary allocation for tourism needs to be enhanced and real estate investments are required to upgrade facilities in order that tourists might experience a more consistent service product. Funding opportunities and escalating costs are other limitations.

Workforce issues; in turn, this is impeding the professional development of hospitality and tourism as the industry is characterized by long working days and comparatively low levels of compensation. In view of the intense competition for skilled labor and the high rate of attrition at all levels the other key manpower issue relates to the relatively limited experience of and competency in project and construction management. “The goal of sustainable tourism requires well coordinated human resource development (HRD) strategies aimed at tourism industry personnel and the host community in general” (Srivastava, 2008).

Education and training for the hospitality and tourism; an area for concern and discussion relates to the existing provision of hospitality education in India, and especially the curriculum and pedagogy where management preparation and training tend to be omitted.

The marketing of hospitality firms; Online marketing has become an important medium for hospitality firms. India is currently behind the pace in this respect and web sites need to add this capability so that they can capitalize on the market opportunities that exist around the world. India lacks in Consumer advisory web sites

Strategies adopted for growth and franchising;

Destination management; The Indian Government’s “Incredible India” promotional campaign has made a significant contribution to the overseas image of India in the past year and helped to create a positive perception of what India has to offer. However, much more needs to be accomplished in order to deliver on the potential that a tourism experience in India has to offer.

Crisis management. This is extremely important dimension that all tourism and hospitality firms need to address. The range of threats to tourism is growing and the outcomes can, potentially have a devastating impact on India’s economy (Dirk Galesser).

Recommendations

Prioritize the investment in tourism and shorten the project start-up cycles.

Establish a single point of access clearance system for new hotel/restaurant/tourism projects.

Upgrade airports, water and sanitation facilities and the public transport system as soon as possible.

Manage the work force issues by investing in hospitality education and benchmark the curriculum with the best in the world. Establish institutes which train the faculty on a year-round basis.

Nurture the right competencies so that prospective employees can perform when hired. India really needs people with outstanding project management experience – especially in the management of large chains.

Create positive perceptions about the industry, offer competitive wages and invest in employee growth. Any short cuts would have a disastrous impact on hiring and retaining employees in the long run.

Invest in the management of online tools for communication. As the internet becomes the main medium for accessing and retrieving information, an online presence needs to be managed so as to create desired business outcomes. This effort needs to be allied with appropriate search terms and links to the main search engines (Vinnie Jauhari)

Develop international collaborations in order to learn as quickly as possible from international best practices.

Invest in training so that the potential of India’s workforce can be realized.

Check the indiscriminate growth of tourism; the local population must be convinced of the need to support regulations in the interest of long-term sustainability. Many of India’s hill resorts have suffered due to lack of concern for capacity management.

Ease bureaucratic hurdles.( Shivangi Gupta)

Methods
Characteristics of tourism are:

It is a constantly operating industry.

It is affected by seasonal fluctuations.

It is highly a Labor-intensive industry especially when it comes to India.

Barriers to entry are not strong for this Industry.

In India for this Industry Small businesses predominates.

It is one industry which is a crucial medium for educational and cultural exchange across the globe.

Consumer expenditure of domestic and international tourist is growing at a high rate.

Few producers or service providers dominate in the Tourism Industry.

Opening of New tourist attractions happens regularly.

Mass tourists products have very little differentiation as the industry has not invested in this field up till now.

The impacts of tourism are wide ranging reaching economic, social, environmental aspects.

Two forms of tourism:

International Tourism : Travel to countries outside home country

Domestic Tourism: Travel within the country.

Factors affecting tourism

The tourism industry is complex. Many components of the tourism Industry are linked to the other economic sectors of the country. The resulting interaction of the movement of tourists from the origin to the destination and the drivers involved are available for our analysis:

1. Physical Environment

Indian Tourism industry has also developed in a large variety of physical environments, with many of the different environments within India becoming favorable tourist destinations. These environments may include:

Hill stations

Beaches

Deserts

Countryside

Holy places

Historical monuments

2. Technological change.

One of the most important variables affecting tourism is the technological changes. Twentieth century, transport technology destination on a large scale are preceded by mass tourism to feel free to spread, the manufacturers of rail or ship – built continuous vehicle capabilities.

Such developments influence reaches the places are in relation to social and financial reasons

The development of large aircraft long-range aircraft Boeing 747, was that an important stimulus for the growth of tourism industry.

3. The biophysical and built environment

A country’s bio-physical environment, heritage and artistic life, is an integral part of the tourism industry. Different types of tourism development have different requirements; some countries will support development more than other countries.

The industry is eventually located according to the physical distribution of attractions and access to them, which is mainly determined by natural factors. Destination must provide the purpose and needs of tourists for which it is seeking.

Tourist practices are influenced by environmental conditions, and restrictions on types of development can take place. Natural features are very desirable and should go together with the infrastructure and tourist attractions.

Climate is an important consideration, and favorable weather conditions are crucial. For all tourist activities is an excellent weather, and climate often in a resort holiday season determines the length and profitability.

4. Economic factors

Tourism is one of the most prominent global economic performance department. Tourism is the employment of the accommodation, catering, transport, entertainment and other services industries major source of important provisions. In addition, there is a huge production of indirect tourism activities. This is a promotion, because of its multiplier effect of a wide range of important means of economic growth.

Tourism is India’s contribution to export earnings in large part on the Indian economy

Changing economic conditions largely determine the scale of the tourism industry. With the development of changes in employment structure and a more affluent society, creating a higher level of tourism products.

5. Socio-culturalInfluences

Participation in tourism is affected by demographic and social factors such as age, family life cycle, education, occupational structure, population concentration and quantity. Profound impact on demographic and social changes of the population indulge, in the future tourism will be seen.

Increased life expectancy and changing composition of the workforce is also important.

More and more women participation rate provides a boost tourism, because the two higher income household disposable income. There is also a dink for those who travel more frequently.

6. Political influences

Governments at all levels and all parties acknowledge that although tourism is basically a private sector, the impact of the need for government involvement.

Government has a profound impact on the economic environment in which the tour operators. The Government’s main role is to promote the prosperity of the industry and the most extensive economic, social and environmental objectives consistent with the development.

7. Cultural influences

Historical or cultural value is characterized by strong tourist attractions. Three Seductive cultural forms: – cultural forms, because it is inanimate monuments – cultural forms is reflected in the daily life of a destination

Especially in the cultural forms, can it be animated, such as festivals.

Tourism is often accompanied by cultural exchange and cultural richness. These contacts can have harmful effects be in the local culture and traditional way of life if they are weakened or destroyed.

The relationship between production and consumption

Tourism as a production consists of three main components: Tourist country of origin; destinations and travel routes between locations.

1. Tourism generating areas

Visitors second homes in other words. Which represent the world’s major markets and tourism market is the main feature found here.

2. Tourism destination areas

Attract tourists and what is not available at home.

Transport lines connecting the two areas of production, is the key factor. Production activities they are the most important part of traffic.

Them as visitors acquire the experience from many different places. These activities are very interdependent.

The changing nature of the production process

The tourism industry throughout the twentieth century is closely related to rising living standards in developed countries. Half of the twentieth century, largely in the opportunity to travel to the privilege of the rich society, but the following World War II period of rapid growth has enabled more people to travel. In the automotive and aircraft become the main means of transport.

A number of important changes are related to the development of the industry
International Travel

Tourism has become globalized. Global transport infrastructure around the world is rapidly becoming the way of all interrelated. Degree of globalization has also increased more countries to participate in international travel.

Organizational Development

Tourism organizations from two sources: the government and the private sector.

Recognizing the contribution of the tourism industry, the country’s economic and social benefits derived out of it, to almost all government organizations, tourism should be promote. Their responsibilities are of different degrees.

Opportunities in tourism, there is caused by large and small scale mixing of all the travel needs of food service from origin to destination. Production activities with other tourism enterprises participate in the emergence of significant growth. Most of the big travel company growth from the market and many tourist destinations and a greater market share and economies of scale drive very competitive nature.

Social impact of tourism

Tourism is a personal decision by the consumer.

Tour

Price for the whole package tours, it is usually cheaper to import a larger market holiday. Consumers have a choice variety.

Small group travel

Small group travel is a popular choice. They use local resources and services as possible.

Personal travel

Many tourists are actively planning their travel experiences. They like to personalize their trip, and not locked into a tour group. Experienced travelers are seeking to achieve specific wishes. This reflects the visitors experience new and different aspirations. Demands of professional productive activities have been seen as a response to the tourism industry.

Economic impact of tourism:
Increase the scale of production

The profit motive to encourage the development of large scale operations and the size of companies involved in the increase. Increasing size is especially evident in the lodging industry. The action in the hotel industry continued to expand. The large chain hotels can take advantage of economies of scale; small independent can compete on the basis of cost, personalized service.

Horizontal and vertical integration

Increase in the production and concentration of ownership and control of the growth in size, usually comes through the horizontal and vertical integration. A business may seek to expand or develop its own or combined with other enterprises.

Transnational Management

Integration continues to act in the tourism point of a multinational or transnational in nature. Multi-country development model is different. Clearly, the global market to provide greater market potential and opportunities, gain competitive advantage. Company wants to diversify its investment portfolio will expand overseas activities.

The impact of tourism technology

Tourism received a lot of research funds to promote development of new technologies. They changed this productive every field of activity.

Consumer choice

Tourism motivation and decision-making are increasingly shaped by changing technology. The Internet has allowed a lot of information has become available to tourists. Hotel facilities, reservations, attractions and more like these.

Transportation Technology

Aircraft

The aircraft will benefit the future development of larger capacity aircraft, but still subsonic. Generating capacity in order to promote aviation aircraft and speed increase. Therefore, the new aircraft cannot travel faster than any existing, but they will have a greater range and more seats to reduce travel costs.

Land transport

Transport is now faster and better competitive long-distance travel. This is the development of infrastructure to work together.

Maritime transport

Particularly there is a fast growth in the cruise industry. In 20th century Cruise fleet has doubled in the last decade.

Keep track of personnel and property

Computerization allows operators to operate more efficiently and produce marketing plan activities that can be used to the wealth of data. Global satellite network to provide as a new powerful marketing tool. Technology has changed the allocation process.

The political impact of tourism

Most governments are now actively seeking to promote tourism, and in their own countries, to take measures to coordinate public and private tourism activities to promote development of the industry. In some parts of the developed world, Government support has been less impending. In many developing countries, tourism is considered to accelerate economic development. Some Governments have also encouraged the development of international tourism, and promote their own political goals.

The nature of government involvement:
Tourism Promotion

The Government’s main contribution is both to promote tourism, and in their own country. The most direct way is to establish Tourism Organization, the impact of tourism development. Ministry of Tourism Australia, the implementation of this role, its objectives include:

To provide a future development of the industry, the Government’s clear statement

To strengthen the economic, environmental and cultural awareness of the importance of tourism.

Facilitate the entry of visitors

Easy to enter a country is a key factor to attract tourists. If the entry procedures for tourists are going to be complex, tourism will be affected. Now some countries with visa-free access in some countries

Transport Policy

Availability, price and ease of transport within and between countries dominate the visitors flow. Distribution of the traffic dispersion in terms of tourists is important. Governments are generally used for transportation infrastructure and equipment available. Many airlines have entered the Union, to enable them to reduce costs and increase capacity. Under pressure Government have to further do the liberalization of the international airlines.

General economic policy

The Government policies affect the industry directly and indirectly. For example, when the Government policies and regulations and high inflation would reduce spending, thus limiting the disposable income of the tourism industries. Government revenue, chares levies additional cost to the tourists.

Environmental and social impacts of tourism

Two major problems threaten the long-term survival of the tourism industry: environmental degradation, and adverse social impact, which is often accompanied by the development of tourism.

Tourism and the environment

Tourism development is often near the biophysical environment where attractive or unique features. Tourism development often has a heavy pressure on natural resources. The greatest threat is to those who are most vulnerable to natural and man-made pressures.

Tourism can help:

The deterioration of air and water supply

Destruction of natural landscapes

Destruction of vegetation

Threats to wildlife

The challenge is to develop a procedure to assess the potential environmental impacts of tourism development. Other mechanisms can be used to solve the impact of tourism regulations, the establishment of national parks, protection of significant heritage management and legislation to help protect our cultural and natural resources.

In tourism development and environmental protection activities linked to the production of future success. Uncontrolled development is likely to undermine the tourist attraction. Adequate planning by the government, the threat of environmental degradation faced by the world tourism industry can be overcome.

The social impact of tourism

Between visitors and residents can be mutually beneficial social ties:

1. Resident population to gain more understanding of cultural tourists, so as to maintain the national heritage of some of the traditional activities and needs.

2. Passengers bring tourism revenue and maintenance, and for local use these facilities. Visitors can go to the same host country and its culture and traditions of understanding of their homes.

The development of tourism can promote each other’s misunderstanding, hostility and social tensions, the impact of living by the tourists. This could include prostitution, crime and gambling.

Social policy and social services must become an integral part of tourism planning, tourism operators and by the host government. Failure to do so may appear hostile to tourists, which can reduce the tourist flow and vitality.

Results and Discussions

We conducted the survey among diverse demographics to analyze the current situation of tourism industry of India. After collecting data, we first performed the factor analysis on the data. From factor analysis we got five different factors on which we performed multiple linear regression (MLR) to get the refined results.

Given below is the output that we generated from SPSS:

We can clearly find out that people give importance to Information about tourist spots, tour packages and security then Infrastructure and Hospitality. To attract large number of tourists we need to implement solutions for these factors and have to take appropriate measure for the growth of Indian tourism Industry.

Recommendations as per our study

Tourism is the world’s largest production activities. This is accepted as their source of income and employment potential of the results of the government. The pace and the future tourism project are to determine the direction of the explosive growth:

Information

We need to develop an information system which is very efficient and accessible across the globe which also includes remote areas.

Security

In India we need to make sure that we have to keep safety mechanism ready and speedy by connecting every tourist place, hotels to our police stations.

We can keep a chunk of the policemen to cater particular to this need.

Creativity

Industry people have to start working on framing the package tours with more creativity and innovation as our mass tourist products are more or less same and lack the flexibility which is required.

Infrastructure

We need to provide adequate protection of the environment.

Tourism trend is closely related to national infrastructure.

Infrastructures in India needs huge investment outlay and will directly have an impact on the growth of the tourism Industry.

Accessibility

Transport technology to make long-term fortunes with more affordable, more people to participate in international travel. Chosen to reflect the perceived safety of the destination.

Accommodation

Tourists will be attracted to the destination best suits their needs. Tourism is trying to provide travel experiences to suit all budgets and circumstances.

Attractions

Technology will continue to develop and strengthen the tourism experience. Market research will lead to new tourism operators to promote products.

This is may be some barriers to international travel. Visitors will be courting the economic development of developed and developing countries.

Tourism stakeholders will have to bear greater responsibility. Whether it is a tourist and the host population should not be regarded as environmental quality.

The basic strategy of tourism development is to preserve and protect areas such as goal setting apart. Development of guidelines for ethical and environmental regulations should be implemented to maintain sustainable tourism in the next century is feasible.

As the state boarders open, population aging, more affluent, tourism is to promote more and more people will go.

As production activities, tourisms importance in the global economy will continue to grow.

Some more positives and negatives about the tourism industry which can be enhanced and can be prevent respectively:

Tourism foreign exchange earnings can be used to pay for imports

Protection of the unique environment is often

Travel to create employment opportunities, are labor-intensive

Local products can be sold to hotels and resorts

At the airport with foreign investment

Profits can be used to improve housing, schools, etc.

Local customs and traditions are preserved

To improve cultural understanding

10-20% of the income received in time to stay in

The new event of process scheduled in the recent era is the launch of e-Business. This process is basically an additional method for the growth of productivity and an increase in the zone of profit for the business that is involved. The key structure of the e-Business is the active utility of the computers and online transactions. This also involves various strategies to complete the process and handle the structure with core techniques for the best result. The acquired process of marketing and management in the recent years have grown and taken its place with latest techniques and new acronyms in the global touch.

E-Business is the new integration of the activities of the organisation or the company and their products along with their services and procedures in the internet. A old traditional business linked with the new growth of enables e-Business strategy integrating the activities of the organisation or the company featuring sales, accounting, marketing and many more operations that are concerned with the organization and their process involved takes us to the pride of achieving the future growth and their expansion.

Outline Segment:

This assignment includes the necessary of identifying the principles of marketing and a complete analysis of the structure of e-business in to the chosen illustration. The time to time market explains the product launch and their association with the market for the release. It redirects the right time for the consideration of launch of the project or practice in accordance with the implementation changes that has to take place within the organisation as a matter of fact.

Branding:

The process of branding shall be concerned as the part of sources provided in the internet and other resources about the brand and by the tasks of business of participation. The web page normally supplies the relevant scope of information about the brand and the organisation with its benefits and service provided on the real. A website establishes the fact of the company or the organization and creates awareness about the offers and availability of the schemes provided by the company. It also brings the latest key on notice to the immediate reach of the customers and creates a satisfaction among the customers. The process of branding not only has an impact on the customers but also enriches the source of customers with a build of trust and raises itself with a value of accreditation in the market of competition. The brand becomes a part of the quality and promise of the customers and the partners along with the employees as a part of flexibility, trust and growth.

Singapore Zoo:

The Singapore Zoo, Located at 80 Mandai Lake Road, is also known as Mandai Zoo or Singapore Zoological Garden. Popular for its Night Safari attraction, the Zoo has a reaped a long list of awards, both local and international.

”This has to be the one of the really beautiful zoos, of which there are all too few. It is brilliant laid out, so that the ceclosure fences are almost totally hidden. The expanses of the water of the seletar reservoir are a magnificent additional feature of the setting. The animals are beautifully maintained in good health, in spite of the climatic conditions. All in all, the Zoo shall receive a warn congratulation for the heads that are responsible for them, and declaring it for us was a great experience to see it.”

The gem of an idea to have a zoo was conceived by Dr. Ong Swee Law. Opened on 27 June 1973, the Singapore Zoological gardens caters to recreational, educational and social needs of Singaporeans and tourist to the republic. “The Open Zoo” which reflects the absence of physical barriers in enclosure design. Instead cascading waters, lush vegetation and moats cleverly mask the hidden barriers to enhance the illusion of freedom and natural jungle-like atmosphere for the animals. The Zoo began with the humble collection of 270 animals of about 72 species. To date, a total of over 2000 animals of 240 species are displayed in some 70 exhibits.

One of the more appealing attractions at the zoo is the animal show. The animal shows – Primate Reptile show s and Elephant and Sea-lion shows. Due to popularity and surge in crowds, an Amphitheatre was built in 1985 to centralize these shows and to seat visitors comfortably. The amphitheatre which has a long pool with glass panels for aquatic acts can seat 1,500 and can accommodate up to 2,000 spectators.

The Animal Shows are specially designed to incorporate the natural behaviours of the animals to educate visitors in an entertaining presentation. The conservation messages are disseminated to the audience during the shows to heighten their awareness of the environment. In 1987, the Zoo introduced the Special loan exhibit, where rare animals on loan from other Zoos are displayed for a short period. The animals which have been displayed at the special Loan Exhibit include the golden monkeys, white tigers and giant pandas. This novel idea gives visitor s an opportunity to view rare animals which cannot be exhibited permanently at the zoo. The enclosure was renamed Singaporean Press Holdings (SPH) enclosure following its adoption by the SPH group in 1990. Another major breakthrough for the Zoo was the introduction of underwater viewing exhibits. The first was in 1988 – the underwater viewing polar bear exhibit – enable visitors to “rub noses” with the Zoo’s polar bear. Since 1987, the Zoo passed the million marks in visitor attendance.

The string of awards bagged by the Singapore Zoo attests to splendid inhabitants and services: 2002 Asean Tourism Association (ASEANTA) Awards for Excellence, Best New attraction in ASEAN (Singapore Zoo for Hamadrya’s Baboons – The great rift valley of Ethiopia). 2001: STB (Singapore Tourism Board) Tourism Awards: Leisure Attraction of the Year 2001 (Singapore Zoo). 2001 – The Singapore Totalisator Board Excellence – Singapore Award: Internationally acclaimed “open zoo” design and excellent in-situ conservation achievement. 2000: Where Singapore magazine’s Concierge Choice Awards: Best Place to Take the Kids. 1999: IMA (Incentive & Meeting Asia) Awards: Best Theme Attraction.

Important Campaigns in the process of integration of the organisation in e-Business are as follows;
A new architecture of strategy and launch of business automation by the process of e-Business.
An enhanced view and recommendation of the developed solution in the web and front-end legacy applications.
A new format of the developed portals of the organization or the company with the update of the latest information.
New value chain integrated through the web based application for the company or the organization.
SWOT analysis:

The SWOT analysis is an understanding of the total result of the current position of the business. It defines the Strength, weakness, opportunities and the threats of the organization matching the external opportunities with the internal strengths. The company or the organization involving for the SWOT analysis has to order the strategies and strengths to hold in control the weaknesses and eliminate the threats in any from the external sources.

Strengths:
They are open 365 days all around the year and it is considered as a most entertained tourist attraction. They open at 8:30 am in the morning and close at 6:00 pm in the evening creating an enthusiastic environment for all ages from 6 to 90 daily all around the year. The last ticket sale everyday is available at 5:30 pm enabling the visitors to enter at the event of closing for short time enjoyments too.
The cost of the entry is also reasonable for the attractions available in the theme forest, the Singapore Zoo.
Rental of the stroller is available enabling a hassle free travel until the Zoo and the charges are also reasonable as $9 only.
Complimentary admission for DDR(Disability Development Registry) card holders and entitlement of beneficiary programmes chosen by the Voluntary Welfare associations.
Protection and conservation comes with education. The visit enhances us to understand the necessary of conservation and protection raising awareness.
Organising events such as wedding and parties for own reason with reasonable cost guaranteeing the success of the occasion conducted.
Sponsorship and adoption also remains as a part of the team along with small donation initiating the success of protection and conservation of wildlife.
The location suits the entry itself with a night safari and orchid gardens roaring itself with pride for visiting.
Shows are unique and visiting Australian outback, cat country, critters Longhouse, Fragile forest, Elephants of Asia, Hamadryas Baboons, Orang Utan, Polar Bear, Proboscis Monkeys, Primate Kingdom, Rainforest Kidzworld, Reptile Kingdom, Wild Africa, White tiger are the main attractions.
Weaknesses:
Weather: The weather circumstance may be the stop point, as prediction is never accurately right hence the market prediction refers accordingly.
Cost: This cost may sound reasonable when considering the factors of the total value and convenience referred in the place.
Place: The location depends convenient on consideration upon the general factors but the unique thoughts upon the each visitor vary.
Shows: Visitors though they are happy with the shows and preferences that are given or organised by the organisation but they prefer to have more shows.
Opportunities:

The Singapore Zoo is said to be an organised theme with shows, events and attractions. They tend to have increased in their growth along with the years. Now they have become a part of the wildlife protection and conservation creating awareness in the social media. There are quite a lot of opportunities and competition that exist in the field in and around the world.

Threats:

There are no huge threats when concerned with the whole of the organisation whereas some exist such as the competition between the other themes around the area. There exist another night safari and orchid gardens for visiting. The location Singapore itself refers itself for a calm and roaring entertaining area.

The visitor can become a sponsor or a member, he can involve himself as a part of the team enriching the lives of animals the wonder and an escape for the reality in admiration. They are the sources of a living entertainment and they have to be preserved.

Marketing mix:

The most important elements of marketing are defined as the 4 P’s. They are Product, promotion, price and place. An organization may change the elements of marketing according to their requirements and tendencies. The target for their own caste in the market is set with official designation with the alteration of the principles of marketing mix if required and are taken in to consideration for the fact of earning their benefits in the resource implemented. The main component to be considered is the addressing of the competitive market and the implementation and the process of support by the operations merged to prove the reach of the target through the marketing mix principles.

Taking the marketing mix in this instance for this organisation comprises of the products, place, promotion and distribution. The products offered are the actual offering that is present in the location and the price is the value that remains exchanged for the offering present in the place. The promotion includes the targeting of the audience with the mix of promotions for the attraction of visitors. Distribution covers the place where the product is being offered and located for the targeting of the audience.

Place:

The location is been chosen as the best suited place for the construction of the Zoo and it’s the perfect place for the process chosen by the organization. The organization built has various ideas such as scheduling events and wedding ideas indoor or outdoor events. They also categorize themselves in organising the events and catering and all sources for the booked events. The location sets scenic view and way for the other places of attraction such as the night safari and orchid gardens that cover the tourist spots.

The major point discovers the area as a whole of tourist attraction and determines itself with a variety of attraction such as night safaris and gardens on way to the Rainforest zoo. They also become a part of other organisations such as the zoo’s and wildlife conservation within the country. The animal encounters and rides, feeding times, animal photography, zoo shop plays an important role in the pride of being unique among the other attractions.

Price:

The cost of the entry is effective when considered the shows and features of the Zoo. The price is $20 per adult and $13 for the Child aged within 6-12. Students concession and group allowances are available when booked as a whole and has to be contacted the organization. They have some plans for the disabled and authorised visitors allowing a free entry for the DDR card holders.

Product:

The zoo comprises of various shows in exhibiting the wildlife of the organisation and other specific animals such as White tiger, fragile forest, wild Africa, Elephants of Asia, cat country, Orang Utan, Reptile Garden, Polar bear, Proboscis Monkeys, Rainforest Kidzworld, Primate Kingdom, Hamadrya’s Baboons, Critters Longhouse, Australian outback. It is also considered as the finest zoo in Asia and ranks top among the beautiful zoo of the world too. The animals adopt an open concept of living in the landscape and spread across the vivid and spacious environment separated for the curious spectators with wet and dry moats.

The shows are of varieties and the spark for enthusiasm lie in high potential for customers to return often in visiting the zoo. It is considered to be the world’s first zoo with night wild life park on may 26th 1994. It covers the second place for the dense forest divided among the east and west loops. An extraordinary experience with the nocturnal species of more than one thousand animals within a count of 100 species toggled in the technique of soft light of visibility.

The night safari is said to the wholesome and popular entertainment in the night attracting almost all the visitors of tourist attractions present in the city. Over the past decade it has not let itself one percent down with the novelty. It has loaded itself with four awards in the recent past including the local and international being a part of the IFEA Pinnacle award of the 2001 with a present title as the Gold winner. The Night safari process is also famous for its Gourmet safari Express.

Promotion:

The promotions of the organisation comprises of the animal photography, guided tours, Animal encounters and rides, feeding times, foods and beverages, shops in zoo, friendly facilities for the disabled and shows organised according to the periods of season. Education and conservation are part of the promotional scheme for the visitors to get involved with the social space.

The children’s world was created in the year of 1973 consisting of the play land and the animal land. The famous miniature train ride that connects the lands together and the animals are placed in such a manner that they exist in their natural habitat unlike the artificial influence and stimulation. The animal land in entitled for the children’s to play and with a real life experience as the domestic animals participate in the play. The domestic animals include the chickens, rabbits and sheep. The play land is efficiently placed with conventional equipments used for play enhancing the space of life. The children’s world has been voted the best location for the kids in the magazine “Where Singapore” inaugural concierge choice 1999 awards.

This is the first world wide entertainment promotion among the other specimens in the same category all around the world to introduce the varieties of elements such as the underwater exhibits an opportunity to view the rare animals within the short span of time as the zoo is just 37 years old. The zoo is amphitheatre centralised that was built in the year 1985 and now it has reached the heights of audience including the primate, reptile and elephant shows starting in the 1970’s and helping the launch of amphitheatre with more than 1500 to 2000 seats of accommodation.

Awards:

The awards have been contributed for the specialised services and splendid inhabitants of the zoo.

The Zoo initially started with 270 animals of about 72 species and has grown to an extent of 2000 animals contributing from the 240 species displayed in almost 70 exhibits. The awards are both local and international as listed below;

1999 – Best theme Attraction- IMA (Intensive and meetings Asia Awards)

2000 – Concierge choice awards – Where Singapore Magazine – Best place for kids

2001 – Leisure attraction of the year – Singapore Totalisator Board of Excellence for Singapore award

2001 – Singapore tourism Board (STB) – Leisure attraction the year 2001.

2002 – ASEANTA – Asean Tourism Association Awards for excellence: Best New Attraction.

Experiences:

The various attractions that are found in the organisation is said to be dimensional and are the best experience in one’s life after the visit. The new vision of administering and maintaining the species of living example and their conservation is the most important feature. The visitors all over the world have always been satisfied and this organisation has taken the pride of providing more than the cost involved per person for the entertainment.

The events organised consist of vivid ceremonies personalised according to the booking made by the individual and general events such as wedding and celebrations of specific occasions are organised in such a way that they are most remembered and considered the best in the minds of celebrated individual family. The vast number of crowds and selection of shows organised in the zoo according with the seasons play an important role for the visit of various visitors and audiences.

Marketing Controls:

Market research, customer surveys, participation, sponsorship, attendance with on-field success is considered to be the main controls of marketing generally. The e-business plays an important role in the marketing roles for this organisation. The website is specially designed to contribute al the efficiency and entertainment lively probing the customer to participate in the visit. The design of the website enhances the quality and governance of contribution in a specialized way. It also shows complete data of the zoo and further to the facts present it also allots a chance for the participation of the visitor along with the excitement offers.

Conclusion:

The overall consideration and the above report show the complete focus of the organisation. The report after the examination from the history until the latest score of the organisation considering the facts along with the advantages and disadvantages conclude that they are listed in the top ranking for the attractions world-wide. This result shows the specific activity and growth of their marketing through a new median of e-Business launching their complete attractions and consideration with a virtual view over the available charts of the organisation. The marketing strategies that actively participate in the role of increasing their growth from the past decades have contributed much to their heights of enhancement. Hence the process of growth has taken an important ride in the marketing strategy and mix along with core key of E-Business.

2.0 Introduction

Tourism if often referred as the world’s largest industry and regarded as a means of achieving community development (Sharpley, 2002). According to the World Tourism Organisation (2009), tourism is one of the world’s fastest growing industry and one of the global engines of development. One of the most popular topics of tourism is tourism impact studies toward the community. The understanding of community’s perceptions on tourism impacts is important (Ap.1992). A main reason for the rising interest has been the increasing evidence that tourism can both positive and negative impacts on local communities involved (Lankfort & Howard, 1994). Different perception from different residents can provide insight into the nature and degree of tourism impacts towards the respective tourist destination. The community perceptions on tourism impacts are likely to be an important planning for successful community development (Ko & Stewart, 2002).

The social conflict theories see society as providing a setting that generates conflicts and change. In fact, this approach emphasizes on equality and look at the extent to which such factors as race, ethnicity, gender and age are linked to unequal distribution of money, power, education and social prestige. (Macionis,2000). Equation involved a number of cases where communities are engaged in struggles with tourism developments. Social change forced by challenges of tourism can be negative as well as positive. Indeed the positive example described above went through set-backs and conflicts as part of the process. However, in several cases, increased conflict is more than a temporary blip. Conflict has arisen both within and between communities.

2.1 Doxey’s Irridex Model

In 1975, Doxey devised a theoretical model which has come to be considered as one of the most important contribution to tourism literature. In this model, Doxey states that an increase in the numbers of tourists and a more developed tourism industry at the destination results in irritation in the host community. In other words, this can lead to incompatibility of the host and the guest. This irritation can take the form of unfriendly behavior personified as resentment from the local community towards tourism. In this case the perception of the residents varies from ‘euphoria’ (a feeling of happiness or comfort) to ‘apathy’ when locals start losing interest in tourism; to ‘annoyance’ after the numbers of tourist and the unfavourable impacts have increased; and finally ‘antagonism’ (a generation of hostile reaction against tourism) (Cordero 2008).

Moreover there are cases where tourism developments have been initiated by an individual resident, or an outsider has sought to form an alliance with one or two locals, so stimulating internal community conflict. The impact of changes in social capital on sustainable livelihoods is hard to assess. But there is no doubt that particularly in such arid and relatively isolated areas, a household’s membership of the community, and the organization strength of that community, influence their livelihoods. Rural households need effectively functioning community institution to manage and mediate relations between households, and the land, natural resources, social networks and informal markets on which they all depend, and represent the community’s interest to others.

2.2 Butler’s Tourism Destination Lifecycle Model

According to Cordero (2008), although Butler’s Tourism Destination Lifecycle Model (2006) suggests that every tourist destination experience similar stages of development: “exploration involvement, development, consolidation, stagnation, decline and/or rejuvenation”.

Figure 1: Butler’s Tourism Destination Lifecycle Model (Source: Butler 1980)

The first stage in the destination lifecycle starts with small numbers of tourists who visit the area gradually due to limitation such as accessibility to the area. The numbers of tourists increase rapidly as development assume several forms depending on such factors as the availability of information, marketing activities in the area and the existence of various services and facilities. The numbers of tourists then start to decline because of the destination reaching its full carrying capacity. Butler’s model has been supported by scholars such as Akis (1996), it has been contradicted by others such as Dyer (2007). Both Butler’s Destination Lifecycle Model and Doxey’s Irridex Model are limited by their unidirectional conceptualizations.

2.3 Ap’s Model For Understanding Residents’ Reactions

According to Eagly (1993), attitude is defined as a “emotional tendency that is articulated by evaluating a particular entity with some degrees of favor or disfavor”. Development stages here are described as “embracement, tolerance, adjustment and finally withdrawal” (Ap 1993). Similar to Doxey’s and Butler’s models, this model describes the way in which tourism development affects local people’s attitudes towards tourism. Embracement takes place when local people, especially those who benefit from tourism, accept it and feel positively about its impacts. In the tolerance stage, local people start feeling more of the impact of tourism. They become divided between being for or against tourism. Depending on the degree of their involvement in tourism, some of them adjust as per the adjustment stage while others do not. Finally, withdrawal takes place when local people can no longer cope with the impact of tourism and so their negative perceptions take over.

2.4 Social Exchange Theory

Social exchange theory (SET), used here, suggests that residents are likely to support tourism as long as the perceived benefits exceed the perceived costs. SET is based on the principle that human beings are reward-seeking and punishment avoiding and that people are motivated to action by the expectation of profits (Skidmore, 1975). SET assumes that social relations involve exchange of resources among groups seeking mutual benefits from exchange relationships.

There are a number of factors influencing resident’s attitudes towards tourism development related to its social, cultural, and environmental implications that have been examined using social exchange theory. SET is concerned with understanding the exchange of resources between parties in an interaction situation where the objects offered for exchange have value, are measurable, and there is mutual dispensation of rewards and costs between actors (Ap, 1992; Madrigal,1995).

From a tourism perspective, SET postulates that an individual’s attitudes towards this industry, and subsequent level of support for its development, will be prejudiced by his or her valuation of resulting outcomes in the community. Exchanges must occur to have tourism in a community. Residents must develop and promote it, and then serve the needs of the tourists. Some community residents reap the benefits, while others may be negatively impacted. Social exchange theory suggests people estimate an exchange based on the expenses and profit incurred as a result of that exchange. An individual that perceives benefits from an exchange is likely to evaluate it positively; one that perceives costs is likely to evaluate it negatively. Thus, residents perceiving their benefiting from tourism are likely to view it positively, and visa versa. Overall, we may conclude that residents are likely to participate in an exchange if they believe that they are likely to gain benefits without incurring unacceptable costs. If locals perceive that the benefits are greater than the costs, they are inclined to be involved in the exchange and, thus endorse future development in their community.

2.5 Aspects of Conflict

Thus, by rejecting the fact that society functions to promote solidarity and social consensus, conflict theorists put forward that society is about competition for scarce resources. This competition is reflected in the social institutions themselves and allows some people and organisations to have more resources and maintain their power and influence in society. Also, residents may experience a sense of elimination and isolation over planning and development concerns of the village and they may even undergo a loss of control over the community future as ‘outsiders’ take over establishment and new development. Hotels built in massive quantity or restaurants with standardized franchise designs might collide with local standards and disrupt the aesthetic appearance of the community, harm the unique community character, and spread equality.

Moreover, as the tourism industry has expanded, there have been an increasing number of incidents whereby local people are denied their traditional rights of use to beaches, land and sea. The locals often claim that they are chased away from their lands and are denied their exclusive rights to use the beach, land and sea. The farmers are forced to move away from their original farms as soon as the area is earmarked for tourism development.

Thus the justification of this study was to probe the different type of conflicts and consequences arising from tourism in the village of Belle Mare. Tourism’s socio cultural, economical and environmental impacts are example, from the perspective of the “host” community, of the problem caused by tourism.

2.6 Socio-Cultural Impacts of tourism

Social Impact tends to consist change occurring in the everyday life of the society and the adaptation to the existence and operation of the tourism sector. Socio-cultural transformations engendered by tourism on host communities include changes in traditional lifestyle, value systems, family relationships, individual behaviour and community structure (Ratz 2000). Social Impacts are transitory changes with cultural impact tend to take place in the long term (Teo 1994). Substantiation from numerous assessments of tourism impact reveals that tourism activity and development have both positive and negative impacts on local communities and their cultures. In simple term, Wolf (1977:3) states that Socio Cultural impacts are “People Impacts”; they refer to the positive and negative effects on the Host population of their direct and indirect association with tourist. An extensive interest emerged as early as 1970’s in the mechanism providing significant changes in the human environment leading to either an ameliorations or deteriorations in the quality of life of the local population

Socio-cultural impacts relay to changes in societal value systems, individual behavior, social relationships, lifestyle, mode of expression and community structures. The focus of socio-cultural impacts tends to be on the host community, i.e., the people who reside in tourist destinations, rather than the tourist-generating region. Mathieson and Wall (1982), state that socio-cultural impacts are the effect on the people of host communities, of their direct and indirect associations with tourists.

The socio-cultural impacts of tourism can be both positive and negative (Swarbrooke 1999). He argues that the negative or positive impacts are determined in accordance with factors such as the structure of the local community and its own culture, the facilities subsidized by the public sector to reduce the negative impacts, the nature of tourism at the destination and the degree of socio-economic development. Thus the perception of impacts can differ by factors such as community attachment, dependency on tourism, age, gender and education. With regard to community attachment, most studies have accomplished that the longer, a host has been resident in the area, the less they like tourism that is they are less ‘attached” to tourism (Jurowski 1997, Weaver 2001, McGehee and Andereck 2004)

Many researched have been conducted in the area of socio-cultural impacts, with conclusion being divides into the following categories: the negative consequences (Dogan 1989), the positive consequences (Brunt 1999) and no real social impacts (Liu 1986). Some studies assert that tourism can make both positive contribution to the sustainability of local communities particularly by increasing levels of economic welfare and well being. But on the other side of the coin, it seems to put forward that the interaction of tourism with the common activities of local communities is potentially harmful. Overall, residents appeared to be strong agreement that tourism brings positive social benefits which they can enjoy. Specially, these include items such as variety of entertainment available to resident, interacting with visitors as a valuable experience and the variety of cultural experience that tourism provides. Given this possibility, it is therefore no wonder that a majority would be in favor of increased tourism development. The overall positive attitude towards the social impacts is not surprising and can be explained by social exchange theory which assumes that potential beneficial outcomes will create positive attitudes towards tourism (Jurowski and Gursoy 2004). Similar findings were reported by Lankford et al (2003) who found that residents’ attitudes will be positive if they can use tourism resources. Given the fact that the community is largely dependent on tourism, the theory is therefore supported.

2.6.1 Positive Cultural Impacts of Tourism

Throughout history, culture is a significant motivator in arousing Man’s curiosity to travel from one country to another. Tourists want to appreciate the uniqueness of aspects of culture of various sections of our heterogeneous population. However, in the very broadest sense, culture can be understood as the whole way of life that is vital for the survival of a specific group or people living in a specific society. Thus, culture can be the dominant values that give direction for the day-to-day activities of people in society, comprising of the symbolic values and beliefs, intellectual and artistic achievements, traditions and rituals as well as the dominant patterns of living.

Arts and Handicrafts

From one side of the coin, tourism contributes in the conservation of Archeological and Historical sites, Arts and Handicrafts, Customer and Traditions in our country. Special mention should be made to Arts and Handicrafts for tourism in Mauritius as it has paved the way for the success of this particular sector. Every year the arts and Handicrafts sector produce a variety of ‘souvenirs’, higher-quality carvings, and hand made Artefacts to satisfy the demands of our foreign visitors. In order to attract more tourists, architectural and historical sites are restored and protected (Inskeep, 1991; Liu and Var 1986).

Souvenir is perceived as authentic reminders of a particular place are powerful signifiers of ideological meaning. It can be used as reminder of a particular place, as a symbols of certain cultures and religions and also as a reflex of social processes, interest and power relations. In certain societies the souvenir is important, not only as a cultural artifact but also as an analytic tool for understanding complex social processes.

Culture Expression

Tourism is the edge for cultural exchange, facilitating the communication between residents and visitors (domestic and international). Economic benefits aside, outside contacts draws awareness to the host community. People want to interact with other culture, learn about traditions and even confront themselves with new perspectives on life and society. Tourism has brought villagers into closer contact with the outside world; residents come into contact with ideas of the wider world, partly by talking with tourists. Tourism also helps to encourage interest in, and conserve aspects of, the host’s cultural heritage, which contribute for additional income for the destination as well as for the individuals and local business. Moreover, many people of different cultures come together by means of tourism facilitating the exchange of cultures (Brayley et al, 1990).

Tourism is normally an experience driven industry, and local culture is a sole experience, more so local personality, hospitality and food than “built attractions”. The more one knows and learns about a destination or its culture the more fulfilling the experience will be. Tourism can also help to promote a sense of community pride when they visit a specific location for a reason. However, community pride is generally related to economic prosperity with prosperous community more likely to take pride in their district. Well-presented towns and well-maintained facilities help visitors to feel welcome and can contribute to community pride, as Belle-Mare is one among them.

2.6.2 Negative Cultural Impacts

Negative socio cultural impacts are sometime the result of direct contact and the demonstration effect and these can distort the traditional behavior and customs. Tourism has also been criticized because it creates anxiety and can be a source of inter-generational stress. There are also other instances where cultural tourism has resulted in the commercialization of customs and traditional ceremonies. Tourism may also be related to increased crime, drug, prostitution and aids beyond a certain volume it can be a source of antagonism (Doxey, 1975). As stated by McNaughton (2006), tourism has the potential to create inequality and social tension. Sing-Cheong (2007) state that the tourism industry and globalizations are crossing borders between nations and cultures, resulting in many socio-cultural consequences.

Trivialization

It refers to the conversion of aspects of culture into a commercialized form of entertainment for tourist. A very famous example of trivialization refers to the sega in Mauritius.

The sega is mostly from the African music of the old slave days. It was being sung by the slaves to lament their loss of freedom and removal from their homes or loved one. Today the sega is a commercialized form of entertainment performed in a “polished style” by professional troupes in Hotels and Restaurants. The traditional musical instrument – The Maravanne, The Ravanne, The tambourine, and The Triangle have been replaced by sophisticated contemporary influences and instruments with a view to develop culture. The sega has lost its natural beauty, they turned out to arouse the inner feelings of the tourists.

Religion

The World Tourism Organization recognizes religion as significant motivator in arousing Man’s interest to visit religious sites of country to country. Holy places such as, Jerusalem, Mecca and Medina are famous religious visiting sites of the world. In Mauritius the Grand Bassin sacred lake remains a famous visiting site for tourist. It is essential to organize marketing campaigns so as to raise awareness of other religious sites such as la Cathedrale Saint Louis, Le Temple Kaliamen (Kalaysson), La Jummah Mosquee, Le Marie Reine De La Paix and Le tombeau De Pere Laval in Mauritius. To recall tourists in Mauritius are free to visit any religious shrines – provided they are dressed properly i.e mo shorts, no mini skirts, removal of shoes at the temple and mosques are expected code of behaviour for visitors.

Tourist Behaviour

Tourists often, out of ignorance or carelessness, fail to respect local customs and moral values, when they take a quick snap shot of the labourer or fisherman without asking their permission. When they do so, they can bring about irritation and stereotyping and can also invade the local peoples’ lives.

Crime, Prostitution and Sex Tourism

The relationship between tourism and crime is hard to ascertain. But crime rates naturally increase with the growth and urbanization of an area, and growth of mass tourism is often accompanied by increased crime. The existence of large number of tourists with lots of money to spend, increases the attraction for criminals and brings with it activities like robbery and drug dealing. The commercial sexual exploitation of children and young women has paralleled the growth of tourism. Belle-Mare has become a victim of this act as apartments are being rent on a timely basis. There are as well sources of contact, prostitutes and pimps are commonly citied as sources of aids in Mauritius. Though tourism is not the cause of sexual exploitation, it provides easy access to it.

The Demonstration

The main impacts of the tourist host relationship are the demonstration effect, when the host behaviour is modified in order to imitate tourists (Duffield and Long 1981; Crandall 1987; Pearce 1989). Youth are particular susceptible to demonstration effect particularly in term of changing dress behaviour, spending extravagantly on consumption and so on. As such tourist host interaction constitutes only one factor for change in attitudes, values or behaviour. There are as well other significant agents of demonstration effects such as radio, internet, print media, increased traveling, television and videos.

Access to Beach

Though Mauritius has a number of potential inland attractions, beach visitation remains a popular leisure activity of Mauritians. The rapid expansion of hotels and campement along the coastline has snatched away the rights of the citizens to walk freely or enjoy the attractiveness of their beaches. These are subtle mechanisms at work to deter locals to access quality of the beach. The residents are as such not against tourist but rather against the restriction. The local people express a feeling of fear and frustration as more hotel and campement construction will impinge further Right of Future Generation.

2.7 Economic Impacts of tourism

Tourism was encouraged first because of its economic impacts. Tourism is an engine for generating a range of new private and public income opportunities. The most immediate and direct benefit of tourism development is the creation of jobs and the opportunity for people to increase their income and standard of living in local communities. Hence local communities turn to tourism as a means of raising income, increase employment and living standards (Akis et al., 1996). These impacts are observable as tourists interact with the local economy, and community. Hence, it is apt to consider the impact of tourism under the heading of economic impacts. The economic impacts of tourism are the most widely researched impacts of tourism community (Mason, 2003). Economic impacts are easier to research in local community because it is small and generally easier to assess. The impact can either be positive, beneficial, or negative and detrimental to local community. Tourism can have positive economic effects on local economies, and are visible impact on national GDP growth. It could also an essential component for both community development and poverty reduction (Ashe, 2005). The economic impacts of tourism are therefore, generally perceived positively by the residents (Tatoglu et al., 2000).

Economic impacts are one of the most researched areas of tourism. As Pearce (1989) put out:

“Studies of the impact of tourist development on a destination or destinations have been the largest single element of tourism research

aˆ¦aˆ¦much of this is predominantly the work of economists and has concentrated on the effects of income and employment.”

Tourism has many linkages with other economic sectors, and if incorporated into national development plans with sufficient provisions for inter sectoral linkages, it can contribute to the growth of all tourism-related activities in all of the major economic sectors – agriculture, including fishing, manufacturing and services, including transportation. Hence economic impacts are associated to and cannot be easily alienated from other types of impacts. All economic developments pertaining to tourism have effects on the society, economy and the environment.

2.7.1 Positive Economic Impacts of Tourism

Tourism has been a landmark in the development of Mauritian economy. Our country has passed through several distinct phases and in the process, has successfully diversified from a Monocrop culture highly dependent on the Export of sugar into Manufacturing, Tourism and Financial sector.

Contribution to GDP

The National income or Gross Domestic Product (GDP) is one of the most important measures of the pecuniary consequences of Tourism. As the largest component of tourism industry, hotels and restaurants, inevitably reflects a fair idea of overall tourism contribution on the economy. Data from the Bank of Mauritius indicate that gross tourism receipts for the first nine months of 2010 were Rs 28,167 million, i.e. an increase of 9.7% compared to Rs 25,685 million for the same period of 2009, (Table 1).

Increase Opportunities for Shopping

Another argument for the growth of tourism industry is that it gives local people the opportunity for more shopping. This is so because with the development of tourism, there are more and more shopping centers, supermarket, shops, restaurants and many other business units which are setting up in Belle Mare, as providing them with first class services for both the local as well for the foreigners.

Tourism As An Employer

Tourism as a highly labour intensive service industry offers a wide range of Direct Employment and Indirect Employment. With the setting up of different hotels, restaurants, bungalows, shopping centers, supermarkets and many other businesses in Belle Mare, have help to curb the unemployment problem. According to the survey of Employment and Earnings conducted by the Central Statistics Office, direct employment in hotels, restaurants and travel and tourism establishments employing 10 persons or more stood at 27,161 at the end of March 2010 showing an increase of 0.6% over the figure of 27,002 for March 2009. Of this number, 20,847 or 76.8% were engaged in hotel, (Table 2).

Improve Transport, Infrastructures and Public Utilities

The development or improvement of infrastructure constitutes an essential economic impact of tourism development in Mauritius. Urbanisation caused by rapid development of tourism might improve governmental and local services such as police, fire and security (MIlman and Pizam 1988). In addition the variety of social entertainment and recreational activities may increase in such areas. Usually the gains from infrastructural investment leads to good electricity and water network supply, improvements of roads networks and modernization of Airport are widely shared by other economic sector, tourist and hosts of the country

2.7.2 Negative Economic Impacts

According to Schianetz, Kavanagh and Lockington (2007), while tourism provides financial benefits, it can also generate negative effects in other areas. An impact of tourism is generally evaluated negatively, it is concern for the welfare of the community as a whole and cooperation among its citizens is decreased markedly as tourism increases and incomes rise.

The Land Market

The very expansion of tourism development has increased land values especially in some coastal tourist village. Increasing demand for accommodation, especially in tourism seasons, might push up the rents as well as the land prices for building new houses and hotels (Pizam 1978; Var et al, 1985). For example, lands for residential development in Belle-Mare were sold in 1987 at an average price of hundreds per square meter but in 2010 the land valued is within millions per square meter. Tourism is yet only one factor for escalation of land values-speculative attitudes have been endangered by the increasing influence of the host population and by a realization that land is a scarce resource in small island Mauritius are potential significant factors to take into consideration.

Inflationary Pressures

Tourism is a contributor to inflation by preempting supplies, leading to higher prices of consumer items especially fresh fruits and vegetables, and fresh fish in tourist zone. Even Liu and Var (1986) argue that the price of goods and services might go up with the increased demand from foreign customers. A vivid example of this situation is Belle-Mare where random price checks show that consumer items are up to 30% higher in the coastal region than in other village. Resident argues “Belle-Mare” has become very expensive, with the same price charged to resident and tourist alike. There exist a feeling of frustration among residents of tourist zone who felt deprive of some consumer items. Tourism make upon only one factor of inflationary pressure is the unavailability of items in Mauritius.

Important goods

There are other short-term economic costs that may result from tourism. If tourism development is heavily reliant on imported goods and services, there is a risk that existing local production may be hit adversely. This effect can be particularly significant if demonstration effect results in the local population copying tourists and increasing their consumption of imported goods and services rather than domestically produced ones.

Infrastructure Cost

Tourism development can cost the local government and local taxpayers a great deal of money. Developers may want the government to improve the airport, roads and other infrastructure, and other financial advantage, which are costly activities for the government. Public resources spent on subsidized infrastructure may reduce government investment in other artificial areas such as education and health

2.8 Environment Impact in Tourism

The environment is being increasingly recognized as a key factor in the tourism sector. In the last decade of the twentieth century, it has been noted that tourism depends ultimately upon the environment, as it is a major tourism attraction itself, or in the context in which tourism activity take place (Holden, 2000). Tourism and the environment are directly linked since the idea of tourism is based completely on man’s desire to get out and experience nature.

The term environment is often assumed to be only the physical or natural features of a landscape but according to swarbrooke, 1999, there are five aspect of the environment, namely, the natural environment, wildlife, the farmed environment, the built environment and natural resources. Among these, each component are linked together.

If tourism is not well planned it can result in the following consequences for the environment:

Land Resources

Since there is a rapid development in the tourism sector, there is a high use of land resources to cater for the demand of recreational facilities as well as construction of tourism accommodation and other infrastructure and consequently the natural landscape is threatened through deforestation.

Sewage and Littering

The construction of hotels, recreation and other facilities often leads to increase sewage and littering. Waste water has polluted seas and rivers surrounding tourist attractions, damaging the flora and fauna. There is also wide use of toxic pesticides on the beaches to control sand files and other pests. The chemical ends up in the sea in a very short time, thus sewage and littering can degrade the physical appearance of the water and cause the death of marine animals.

Pollution

Besides the consumption of large amounts of natural and other local resources, the tourism industry also generates considerable air, noise and sea pollution

2.9 Summary

Thus we can say that in Mauritius, a more appropriately planned tourism development process is needed which would spread both costs and benefit more equitably as well as be more sensitive to the social and cultural impacts. This would not only reduce for local resid

Decision making is a necessary process in every day business. It is a basic activity that needs to be done in order to achieve short-term and long-term goals. More often than not, success or failure of an organization to achieve goals is dependent on the decisions that organizations do for performance management purposes. Hence, it is imperative for any organization to implement various decision-making tools and techniques in order to come up with the best possible decision.

Effective decision making is critical to organizational survival; hence managers tend to seek ways to come up with the optimum decision. Intuition and serendipity are the bases for decision making in research and analysis. The manager’s previous experience may be a valid basis for decisions if this has been effective to achieve past goals. Likewise, the organization can also derive techniques from experiences of other organizations. The organization can adopt philosophical insights to apply to its own decision making needs.[1]Thus, these could also be the bases for decision making that the healthcare professionals and organizations need. In this paper, I present decision making tools and techniques that healthcare organization like EUPHA use. Moreover, alternative tools and techniques that could have been used will also be presented. At a final note, the most effective decision making technique will be recommended based on the special needs of the organization.

Decision making: Concepts and Definitions

Decision making in health policy involves process of consultation of all groups involves in health policy-related issues. The main groups that consist the decision making body include the government, medical professional’s association, hospitals, and health insurance companies. The decision making process for healthcare research and policy is directly influenced by the national government. This process is composed of the following characteristics: government leadership, multi group mechanisms and professional organizations.[2]

Creative approach to decision making capitalizes on its bases- intuition and serendipity. However, concrete analysis of information is necessary before considering the final decision especially for health research associations. Experimentation, research, and analysis are among the most effective and scientific means to choose among alternatives. Likewise, decision makers can evaluate alternative decisions through various decision making tools and techniques.[3]

In the next section, decision making tools and techniques are discussed one by one. The following techniques are used for the managerial needs of healthcare professionals. Each has its special uses, advantage and disadvantages based on the needs of the health organizations.

Considered Opinion and Devil’s Advocate. In this technique, the manager obtains considered opinion of experts and use “devil’s advocate” technique to bring forth arguments for and against alternative. The management team assesses several alternatives and develops arguments. Each alternative us tested through frank discussion among members of the department. Having considered different points of view, the decision maker then selects the course of action based on the resulting comparative assessment. The advantage of this technique is that alternatives are subjected to strict, internal, and organized criticism even before implementation. However, the devil’s advocate is not an actual decision making process; rather it only makes sure that each alternative was presented and evaluated thoroughly.[4]Another disadvantage of the technique is that it is vulnerable to personal bias and subjective judgment.

Factor Analysis Matrix. The alternative decisions are compared via a table or matrix. Under this method, the decision maker develops criteria under two categories: essential elements and desired elements. The factors named are designated with relative weights and the alternative with the highest weight is rated as the best option.[5]The advantage of this method is that it is an effective means to eliminate personal preferences and biases for a closer chances of coming up with impartial decision.[6]The disadvantage for this method, on the other hand, is that some factors may be overlooked and not be given weights that these factors deserve.

The Decision Tree. This is another decision making tool for healthcare managers that is used to trace possible actions that may occur from various decision points. The decision tree encourages the manager to trace possible events with respective notation of the probabilities associated with each. The decision tree includes the basic decision and the events rooting from this decision.[7]The advantage of this technique is that it forces managers to delineate reasoning, undertake disciplined speculation of consequences, see possible constraints, and weigh the situations.[8]This technique is particularly useful for managers who have intense personal investment on the decision to minimize emotional barriers and to come up with objective decision.[9]

On the other hand, the disadvantage of this technique is that it is imperative that the decision maker has all the valuable information necessary in constructing a decision tree. Misleading information can tremendously affect the accuracy of the decision about to be made.[10]Moreover, it cannot foresee external factors that may alter expected results and only one perspective, the decision maker’s perspective, is considered. Hence, the manager should not be short-sighted and should also see the picture in a wider perspective in order to anticipate the series of events from the basic decision in order to consider the most number of relevant possibilities. Likewise, this is also achievable if the decision maker has succinct information to support the consequences foreseen to occur.

Operations Research. Operations research is the application of scientific method to observe a problem, process or operation. It is a quantitative problem solving decision making tool with the use f mathematical models to management problems.[11]First among the steps of this technique is problem formulation wherein the problem is stated without predetermined judgment and notions. Second, mathematical model or conceptual model is constructed through equations and formulas representing critical factors of the problem under observation. Third is the manipulation of variables to develop and assess alternative situation in terms of predetermined criteria. There are various types of operations research.[12]

Simulation is the observation of the process with the use of a model or representation. In the process of developing the model, the manager seeks to gain additional information especially on the uncertainties of the situation. The manager focuses on these uncertainties and measure the degree of chance associated with each.[13]This technique compensated legal, ethical and economic constraints to manipulate reality in order to observe. Hence, models are logical but rather simplified representation of the relevant aspect of reality and ranges from simple physical models to complex mathematical equations. Healthcare professionals, for example may use physical models such as a model of a body organ.[14]

Gaming is the simulation of competitive situations in which situations are represented in a competitive manner to influence the manager’s decision. This decision making technique is used to derive human decision but can sometimes be computer-assisted. On the other hand, Game theory is one branch of mathematical analysis of conflict and strategy and is associated with the concepts of zero sum games and minimax strategy. However, this remains undeveloped because of complexities once the number of contestants and rules increased.

Another type of operations research is stochastic simulation, a model designed to include elements of randomness. Since the variables are uncertain, at least a sample of their values may be assigned through the development of statistical distribution pattern. Hence, the healthcare manager can simulate, for example, employee absenteeism, patient arrivals, and equipment failure.

The last type of operations research theory is waiting line and Queuing theory. Demand for healthcare products and services fluctuate. Hence, the manager must balance cost of waiting lines with that of the cost of preventing waiting lines through increased service. Waiting lines are common especially in hospitals where patients have to wait in lines for queues. Waiting line or Queuing theory is useful for analyzing situations in which units to be provided for services are relatively predictable. The three basic components of this theory include arrivals, servicing, and queue disciplines. Furthermore, arrivals are divided in three categories: predetermined, random and combination. Servicing is the focal point of analysis in terms of the number of units and time needed for each pattern of distribution. Lastly, queue discipline is the analysis of patterns of the waiting line including average minimum and maximum wait, number of lines and which units are often selected for service. The analysis of such information helps the manager to overcome negative aspects of waiting lines and to minimize the cost to the organization.[15]

The main advantage of operations research compared to other decision making technique is that it offers various methods of implementation. Each type may be selected based on the needs and resources available to the organization. Otherwise, all of the methods are implemented on scientific methods and objectivity is rest assured by quantitative methods of analysis. However, the main disadvantage is implementation of any operations research is the high costs, time and expertise necessary for the implementation.

Healthcare Professionals as the Decision makers

Healthcare professionals often face managerial roles in their organizations. With these two-fold roles, there might be conflicts on decision situations depending on how these situations are viewed. It is essential for the professional to learn how the perceived needs of the department must be balanced with the needs of the organization as a whole. While it is impossible to always get agreement with the organization as a whole, conflicts will be avoided through maintaining balance between the interests of the parties. After all, the departments’ interests are expected to be bounded by the goals of the total organization.[16]

Moreover, healthcare professionals and organizations face special challenges in terms of decision making. In their case, decision making becomes more complex than ever. Factors contributing to this increasing complexity include rapid growth of research knowledge, technological sophistication, and complex laws. These factors make decision-making in the healthcare sector more and more daunting.[17]

While others claim that research can help in decision making in the healthcare sector, in reality, it makes decision making a complex task. Hence, not only research expansion is needed. What is more necessary for this sector is to deepen health research policies.[18]For the meanwhile, this can be dealt with the use of decision making tools mentioned above.

Healthcare professionals and organizations may implement considered opinion and devil’s advocate. This can be used through professional sharing when different perspectives from experts are available. This also encourages collaboration and takes foundation on the expression that “two minds are better than one.” This can be used simultaneously with combined options technique in order to consider the possibility that the options may not be mutually exclusive. Two factors being considered may be implemented and come to one marginal and marginal value.[19]

Factor Analysis matrix may be used by healthcare professionals and organization when decision making is based on one perspective only. This can be seen as an argument within one’s self. Likewise, this can be combined with morphological box. This shows one aspect of the problem in relation to others. This box is technique that presents easy-to-evaluate form for analyzing problem and evaluates suggested solutions.[20]

However, among the decision making techniques, the most appropriate to use by the healthcare professionals and organizations is operations research. The sector needs scientific methods in coming up with significant decisions to healthcare management. Regardless on the type of operations research type, the organization can choose the type based on the needs of the situation. Simulation and waiting line and queue techniques may be the most useful among these types for the healthcare sector. However, high costs of this technique must be given attention.

Faulty decision making is usually made haphazardly. Hence, decision making should be made through intensified planning and implementation of a wide variety of decision making tools and techniques. In the end, the most effective decision making technique is: 1) the one that will assure objectivity and eliminate personal biases and predetermined judgment; 2) satisfy the needs of the decision maker; and 3) bring about the most appropriate decision. It is dependent on the actual organization and the decision making situation. Even after the decision has been made, evaluation and monitoring should also be considered.

Introduction

This assignment is about the tourism industry in France, includes its tourism historical context, migration, population structure, language hosts use within France and local hosts’ religion. Furthermore, it will mention about the development of tourism, transport and rural development. It will also talk about France’s seasonality and their employment. Besides, it will talk about how EU policy and politics that relevant with France’s development of tourism.

Metropolitan France is located in the Western Europe, extends from the Mediterranean Sea to the English Channel and the North Sea. It is nearby Belgium, Spain and Italy. France is at the southeast of United Kingdom and link with it by English Channel. Furthermore, France has few numbers of territories around the world, which included French Guiana that at Northern South America, nearby by the North Atlantic Ocean, between Brazil and Suriname. Guadeloupe and Martinique situated at Caribbean island. Reunion that is an island located in the India Ocean at southern Africa.

Tourism: the historical context

The earliest of tourism found in the France is in the 17th and 18th centuries, which called The Grand Tour, which undertook by mainly upper class European young men for education purposes, such as foreign languages, cultural and art of the destination, riding and dancing etc. At 18th century, the pattern started to change, people changed their purpose from Grand Tour to health tourism, spa holiday. In France, there were Aix-les-Bains and Vichy etc spa town provide specific facilities for health and leisure to its visitors, and they were mainly come from upper classes as low class people cannot afford at the beginning, but middle class visitors later.

Vichy is probably the best-known of French spas, although it now attracts fewer wealthy foreign clients than the era prior to the Second World War. (Boniface B and Cooper C, 2005, p. 205)

At the beginning of 19th century, people started to move from spa holiday to seaside resort for medical reasons as drinking sea water can fight various disease or disorders, but entertainment soon instead of the purpose of medical reasons. From the middle of the 19th century, there is trend of the increasing number of middle-class tourists travel to seaside resort by following upper class footstep, they are mainly families with children, which lead more and more of the French coasts to be developed for the tourism industry, the French Riviera and the north coast of France from Boulogne to Cherbourg. Alpine resorts start to attract tourists from the end of the 19th century during the period of the winter. Ski resort soon became popular, and France became one of the popular destinations for skiing holiday.

The French Apls have become Europe’s most popular winter sports destination, attracting domestic and foreign skiers alike. (Boniface B and Copper C, 2005, p.207)

Migration, population structure, language and religion

According to Migration Policy institute 2004, there are 140,033 people flows into France from other countries. 64.4% are from Africa, 8.7% are from Americans, 16.6% are from Asia, 9.8% are from Europe, 0.3% is from Oceania and 0.1% is from unknown. According to CIA world fact book 2009, the total population in metropolitan France is estimate 62,150,775 (July 2009), 18.6% of 0-14 years old (6,129,729 male and 5,838,925 female), 65% of 15-64 years old (20,963,124 male and 20,929,280 female), and 16.4 % of 65 years old and over (estimate 4,403,248 male and 6,155,767 female, 2009). The official language people use in France is French. However, few numbers of people still using regional dialects such as Provencal, Breton, Alsatian, Corsican, Catalan, Basque and Flemish, which declining rapidly recently. According to CIA world fact book, Roman Catholic is the mainly religions in France, which is 83%-88%, 2% are Protestant, 1% are Jewish, 5%-10% are Muslim and 4% are unaffiliated.

Agriculture, tourism and rural development

France is one of the countries with well developed rural tourism with 80% of rural areas in French territory (Sources, 2005) which bring the economy profit to the country and rural area.

In 2005, tourism consumption in France amounted to 108.11 billion euros, of which about 59 billion for the residents. The share of rural areas in terms of tourism consumption represents 19.3% or about 20 billion euros. (Source, 2005, author’s own translation)

The most popular rural tourism activities is camping and caravans in rural areas. Except French people always go to camping and caravans, foreign tourists from other countries like United Kingdom are also like to visit France for camping and caravan during the summer, especially is for educational purpose such as Scout.

The Federation du Scoutisme Francais lobbied the government for the recognition of their training and qualifications resulting in the 1998 act regulating camps and activities organised by recognised French Scouting Associations (ScouteBaseUK, 2007)

Rural tourism started develops at 1950 on France as the government noticed the potential value of it. In France, there are varieties of activities for rural tourism for instance, Gites, Logis de France, Chambres d’Hotes, Fermes-Auberges, food and drink as heritage, Crafts, ecomisees and loisirs Accueil, these examples are successful and inspired by public sector and mainly is supply accommodation, food and drink during people’s holiday by the traditional way. (Swarbroke J, 1999a, p.164-165)

Food and drink as heritage’s instance is alcoholic beverages, and Vineyards is famous area for alcoholic beverages, this activity is all about observation of grapes growing and being harvested, wine production, tasting and visiting wine cellars, even buy wines. (Sznajder M and Scrimgeour F et al, 2009, p249)

According to Rural tourism International, the most visited areas in France for rural tourism are located in the Mediterranean area, for instance Dordogne, Provence, Pyrenees, Massif Central and the Alps etc.

Seasonality and employment

France is the major destination that at the top of the rank on International Tourist Arrivals by according to UNWTO 2009, which had 79.3million tourist arrival, and the international tourism receipts is 55.6billion that rank at third.

Traffic volume in France link with school holiday tightly as families can take their children go holiday, like Christmas, New Year and summer holiday. In winter, French people will go for winter sport holiday with their families all the time, and their favourite destination is the mountain, and the transport they used for travel majority is car, therefore, it leads heavy traffic during these times. Furthermore, July to August traffic volume really busy as well as overseas tourists will visit France during summer.

Accounting to the Observatory of Tourism, 39.5% of French people travel on holidays at least once during the winter season. The favourite destination during this period of the year is mountain, with 21.7% of overnight stays. (Bison Fute, 2009)

Sources: Bison Fute, 2010

According to Eurostat, the employment rate in France is gradually increased from 59.6% (1997) to 64.9% (2008), and decrease to 64.2% (2009). The average working hours for full time jobs per week are 41.Besides, the unemployment rate in France from 9.1% (March 2009) increase to 10.1% (February 2010).

Different than other European countries, tour operators and all inclusive holiday is not popular in France as many of French people like to plan their domestic holiday on their own than travel abroad. Furthermore, they travel by car for mainly rather than flight, about 80% of French people travel by car. Therefore, there are not much jobs provide by tour operator for local people, only 5% of the total people working in the whole tourism industry. (Pompl W and Lavery P, 1993, p.214) However, other areas in the tourism industry like accommodation, attractions did provide lots of jobs opportunities for local people.

Transport and development; Spatial patterns of travel

Transport is always important for travel to and within the destination, and the development of the transport leads people can reach their destination easier and quicker. There are different modes for transport, include road, rail, air and sea. Tourists mainly use air transport for further destination, however, the growth of low-cost airlines lead more and more tourists use air transport as this is a lots quicker than the other method of transport in the recently years. France has both international and domestic airports, which is really accessible for inbound, outbound and domestic tourism. Road transport is the earliest transport in the world and still very popular for domestic travel and within Europe, this includes cars, buses, and caravans etc. However, buses are becoming out of date even it is the cheapest way to travel, and only for short distance as it is not comfortable than the other method of transport and slow. Car travel for domestic tourism in France is really huge as France has variety of resources for different types of holiday, even special interest holiday, includes skiing, beaches, food and drink, urban and rural etc holiday.

Transport by car dominates tourism in France, accounting for two-thirds of inbound tourists and almost 80 per cent of domestic holiday (Boniface B and Cooper C, 2005, p.198)

Rail transport is popular for domestic travel and within Europe. The development of high speed train increase the numbers of people travel by train as it is faster and comfortable than air transport. Domestic travel within the France by rail transport is also common as the network of high speed train did cover some of the main cities in France, which leads it easier to access.

These Run mainly on dedicated track at speeds of 270 kilometres per hour, linking Paris to Lyon, Lille, Mantes, Bordeaux and Nice. (Boniface B and Cooper C, 2005, p.187)

Sea is the other method of transport, however, it may not as popular as the other mode of transport as it took longer to reach the destination, and cost a lot more than the other, especially is cruise. However, there are more and more cruise holiday to France recently, mainly come from Britain.

Cross-Channel ferries are the preferred transport mode for tourists from Britain. (Boniface B and Cooper C, 2005, p.199)

Relevant EU policy and politics

There is not any EU policy is particular for tourism, nevertheless, there are some EU policy for environment, transport, employment and development which link with tourism industry tightly. Under the employment policy, there is a harmonisation of qualifications to improve the quality of service within the tourism industry through European Social Fund (ESF) to support training course in tourism, these training are mainly for catering and hotels. Furthermore, rural development policy are support by the European Agricultural Guidance and Guarantee Fund (FEOGA) for helping farmers expand their income sources and improve their farm accommodation and infrastructure etc, which could help develop the rural tourism activity. Beside, the environment policy is to protect nature resources and habitats, and reduce the pollution, for instance noise, air and water etc. The policy is also aim to improve the environmental for better quality holiday for tourists. In addition, the transport policy is very important to tourism industry as they are inextricably linked. (Fitzpatrick Associates, 1993, p.56-80)

Conclusion

Overall, France is one of the earliest countries to develop tourism and is one of popular destination in the world nowadays as France had variety of natural resources for different tourism activities, thus, France’s domestic tourism is huge. French people travel by car mainly, so it causes high volume of traffic during the periods of school holiday as most of them go for domestic tourism. However, the huge domestic tourism leads the lack of people require all inclusive holiday and tour operator, hence tour operators in France cannot provide many job opportunities for French people. Rural tourism in France is well developed as well as France has plenty of rural areas for tourism and developed nearly 60 years, which appeal to both of French people and foreign tourists. The popular examples for rural tourism are camping and caravans. There are different modes of transport for getting to and getting around with France and cars is the most popular one. However, for long distance destination are mainly by flight. Beside, high speed train became more and more popular in France gradually as it is a lot comfortable and accessible. There is not any particular EU policy for tourism, but there are environment policy, rural development policy, employment policy and transport policy which linked with tourism closely.