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2.1 WHAT ARE EVENTS?

Events play a vital role in human society. The least excuse could be found for good forms of celebrations. Events are planned acts and performances, which originates from ancient history. Events and festivals are well documented in the historical era before the fall of the Western Roman Empire (A.D 476). They serve important function for the society, providing participants with the opportunity to assert their identities and to share rituals and celebrations with each other. Events have its stem from cultural and historical values. In the middle ages, events and ceremonies played a major role in ensuring that a dull daily existence was enlivened and that people was entertained. Since at that time there was no TV or Net for entertainment. People have traditionally celebrated religious festivals, Christmas, Easter, Cavadee, Maha Shivratree. They have also participated in other major events staged by rulers of ancient time. In the seventeen and eighteen century, Kings have organized events in a way to have control on the public.

In modern societies, traditional religious and national festivals are no longer a key focus for celebrations and gatherings. They focus on creative events like weddings, anniversaries, award ceremonies, and so on.( Shone and Parry, 2004)

An event is any gathering that occurs at a given time in a given place. It is an occurrence, a significant gathering that takes place in a social setting. However, there are no standardized definitions of what is an event. An event is “a unique moment in time celebrated with ceremony and ritual to satisfy specific needs”.( Goldblatt 1997 p. 2)

The Accepted Practices Exchange (APEX) industry glossary of terms (CIC ,2003) defines an event as, an organized occasion such as a meeting, convention, exhibition, special event, gala dinner, etc. an event comprises of many different yet related functions. Getz (2005, p. 16) argues that a principle applying to events is that they are temporary and that ‘ Every such event is unique streaming from the blend of management, program, setting and people.’

Modern events vary in terms of their scale, complexity and number of stakeholders involved.

Small Event Massive Event

Few stakeholders Many stakeholders

Clear objectives Complex objectives

There are different types of events that have been developed around the world to suit the needs of everyone. It ranges from individual to business events that bring together people around the world.

2.1.1The importance of events

It is crucial for event organizers to address the needs of the stakeholders, the direct and indirect participants. Event organizers have to keep in mind his clientele. If for them it is the nth event they are organizing, they should keep in mind that this same event may be the first one, the dream and opportunity of a lifetime for its participants and spectators. Bearing this in mind, event organizers must organize each event with the same zeal, motivation and thrill as they organized the first one. Organizers have to address the precise nature of their tasks as each event has different characteristics and requirements. Moreover all events and their customers are important. They deserve the best treatment every time an event occurs. It is important for event organizers to offer the best treatment possible as a poor service will result in customer dissatisfaction and loss of business in the long run.( Watt, 1998)

Events have a number of roles in a destination (Yeoman, Robertson, et al, 2004). Getz, 1997, identifies these as ‘attractions, image makers, animators of static attractions and catalyst for further development. They have the potential to reduce negative impacts of mass visitation and foster better host-guest relations. Events can expand tourists season, extend peak season or even bring in new season into the life of a community’. The community development perspective on event tourism acknowledges the elements of community spirit and pride, corporation, leadership, improvement of community traditions, capacity to control development, improvement to social and health services and environmental quality.

2.1.2 Characteristics of the best events

The elements that make best events are:

A clear vision and an explicit reason for everyone’s work.
SMART objectives to which everyone is committed.
An adequate, flexible organizational structure competent to accomplish precise tasks, but retaining a large unity of purpose.
Staffs that is committed and ready to ‘go the step beyond’.
Strong leadership to be able to manage the event.
Exact thorough planning carried out and documented within an suitable timescale.
A coordinated team effort that operates within financial plans, drawing on all accessible resources.
Well-organized lines of communications.
An excellent public image.
Successful advertising and presentation, and built in contingency tactics.
Full commitment towards customers.
Efficient ongoing control and monitoring systems.
An ambiance of harmony, focus and hard work, humor and interest.
Good post event assessment. (Adapted from Watt, 1998)
2.2Event Concept

All events start with an idea. The idea describes the event in its simplest forms. Concepts are clear statements that give meaning and parameters to an event idea. Defining an event concept is a creative process. The 5 W’s: WHO, WHAT, WHY, WHEN and WHERE, are tools used for transforming an idea into a concept. The W’s helps to know if an event idea is feasible, viable and sustainable. Those questions are crucial as they shape the event design and reflect the event purpose (Goldblatt. 2001).

WHO: events bring together people who deliver the event experience. Those people include suppliers, stakeholders, audience, planers and so on. For events to be successful it is important to determine who is responsible for what. Also communication should flow smoothly among all people involved as events have impacts on wider communities.

WHAT: Events experiences includes organizational teams that designs the contents of the event. This process is time consuming. By creating a mission statement specific goals and needs are set up. The mission statement defines the objective and assists in establishing the event in the wider external context.

WHY: It is important to consider why an event is happening. Consider the purpose of the event. All events have a purpose, whether it is an inaugural ceremony, cultural festival or a political meeting.

WHEN: Timing of events is a critical factor for its success. In the design and development stage, planning process, including research, funding, marketing and design has to be considered. In the event delivery process venue availability, production timelines, performers, customers, competing events and supplier availability needs to be taken into account.

WHERE: the location of the event needs to be considered. The choice of venues depends on type of events, organizations budget and accessibility to the public.

(Source: Robinson, Wale and Dickson, 2010)

2.3Event classification

Events are generally classified according to their size and type. Firstly we will look at the event classification by size; which is mainly of three categories:

Mega events
Hallmark events
Major events
2.3.1Mega Events

Mega Events are very large events with crowded audience and a good management team behind its organization. Allen et al. (2005) defines mega events as ‘those that are so large they affect whole economies and reverberate in the global media. They include Olympic Games and World Fairs.’ Mega events require many years of organization and it targets tourists as well as the host population organizing the event. Mega Events look into every aspect of life at the destination during the event; transport, medical services in case of injuries, retail outlets. (Getz 1997) suggests that mega events should have more than one million visitors and capital cost amounting to at least 500 million. It should have a reputation of a must see event. Additionally he argues, ‘Mega events, by way of their size or significance, are those that yield extraordinarily high levels of tourism, media coverage, prestige or economic impact for a host destination’.

Till now, in Mauritius has not yet organized such mega events.

2.3.2Hallmark Events

Hallmark Events are not on such huge scale. Such events take place repeatedly in the same destination. The term hallmark event refers to’ a recurring event that possesses such significance, in terms of tradition, attractiveness, image, or publicity, that the event provide the host venue, a community, or destination with a competitive advantage’.(Getz, 1997)

‘Those events that become so identified with the spirit or ethos of a town, city or region, that they become synonymous with the name of the place, and gain widespread recognition, and awareness’. (Allen et al. , 2005).

The benefits of such hallmark events are the creation of new facilities, improvements to the infrastructure, an increase in tourism revenues.

In Mauritius, the religious festivals, namely, Maha Shivratree and cavadee which are celebrated by the Hindus, attract many tourists and there is also media coverage.

2.3.3Major Events

Major Events can involve more people than a hallmark event. Such events have great pulling power in terms of visitors, media and performers/competitors. They also generate significant economic impact in the host destination. Major events are a source of temporary employment for some people (for example, to work on food stalls, cleaning services, etc.). It also attracts a number of volunteers and media coverage.

Many top international sporting championships fits into this category, and are increasingly being sought after, and bid for by national sporting organizations and governments in the competitive world of international major events. (Allen et al. 2002)

It can be said that, in Mauritius there has been major events. One of them being les Jeux des Iles de l’Ocean Indien held in 2003 where a games village was constructed at ebene for the accommodation of the athletes. Now the government has sold those apartments. There has also been international media coverage of the event and medical facilities, retail outlets, transportation of athletes, etc were provided.

2.4Special Eventsand Festivals

In recent years special events have become one of the fastest growing sectors of the tourism industry. As stated by G. Bowdin, I. McDonnell et al, 2001, the term special events enclose specific rituals, presentations, performances and celebrations. Special events are staged to mark or celebrate a special occasion. The defining characteristic of a special event is its transience; ( Gilbert and Lizotte, 1998: 73). This suggest it would be impossible to tempt and maintain the same sense of thrill if a particular special event were to be held more often ( Yeoman, Robertson, et al, 2004). Special events include national day celebration, sporting events, and important civic occasions. An example could be, the Maha Shivratree festival celebrated by the Hindus in Mauritius.

Getz (2005, p. 16) Defines special events from two perspectives. One from the point of view of the event organizer and the second from the eye of the guest.

‘A special event is a one time or frequently occurring event outside normal programmes or activities of the sponsoring or organizing body’
To the guest the ‘event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience’.

Getz added that the characteristics of special events are specialness, it creates a mood of festivity among the guests, they are unique and authentic. They have specific themes.

The word festival is derived from feast and implies a unique time for celebration. Festivals connect landscape to lifestyle and complex ways by introducing the human dimension. Those events entertain locals and offer recreational activity in and out season for visitors. Media coverage generated by events helps destinations build assurance and a positive image in the tourism market place.

Festivals are striking to communities looking to tackle issues of civic design, local pride and identity, heritage, urban renewal, employment opportunities and economic growth. The more an event is seen by its host community as emerging from within rather than imposing on them, the greater that community’s approval of the event will be. Festivals and events generally represent the host community’s sense of itself and sense of place.

Among the attributes that Getz believes makes an event special and unique are its festive spirit, uniqueness, quality, authenticity, tradition, hospitality, theming and symbolism.

Conferences fall under the generic umbrella of the term event. Therefore, it is important to consider the MICE industry when talking about events.

2.5 The MICE Industry

The Meetings, Incentives, Conventions and Exhibitions (MICE) Industry is known as a service industry that combines trade, transportation, travel and finance. It is also known as business tourism whereby people come to attend conferences, for example. MICE Tourism attracts invaluable business to a region and in return brings high returns to local economies in the sense that business tourists spend more, not only on hotels and restaurants but even on leisure activities such as visits to retails and local attractions such as museums and theaters’ (Clark, 2004). Attendees of MICE activities are known as ‘high spend’ travelers that meet the needs of yield driven tourism strategies (Braun, 1992). The MICE industry is characterized by the 3 Highs – High growth potential, high added values and highly beneficial innovations”. ; The “three larges – large output, Large opportunities for employment and large industry associations” ; and the “ three advantages – advantages over industries in human resources, technological knowhow and the efficient utilization of resources”.

It has been cited that within tourism, meetings and conventions are one of the fastest growing segments (Weber & Ladkin, 2003; Oppermann, 1996; Oppermann & Conn, 1997). The MICE sector is considered to be the blue chip of the tourism industry. The stakeholders in Mauritius are placing special interest and investing highly in this lucrative business of conferences to attract MICE businesses from particularly high profile destinations.

Meetings are structured events which bring people collectively to argue a topic of common interest, may be commercial or non commercial, may be attended by 6 or more people and may last a few hours or a week. What makes a meeting qualify as part of the tourism business is that it engages some of the service of the tourism industry, and is generally held away from the location of the organisation running it ( Davidson, 1994). There are various types of meeting that occurs in different settings and many goals or objectives for conducting a meeting (Boehme, 1999).

Incentive travel is a universal management instrument that uses an outstanding travel experience to encourage and/or recognise participants for improved levels of performance in support of the organizational goals. (SITE, 1998)

Conferences are participatory meetings that are designed mainly for the purpose of discussions, to find about a particular subject, to solve problems and consultation. Conferences are usually on a smaller scale and the flow of information is less complex. Conferences are usually limited in time and have specific objectives. The Meetings Industry Association (1996) defines a conference as ‘ An event involving 10 or more people for a minimum of four hours during one day or more, frequently held outside the company’s own premises’.

Exhibitions’. ‘Exhibitions bring suppliers of goods and services together with buyers, usually in a particular industry sector’. (Allen et al. 2002:15)

Recently there has been an initiative to not use the “MICE Market” label but instead “The Meetings Industry” as it encompasses every aspect of the MICE label.

2.6 Marketing of events and conferences

Marketing is seen as an integrated process of producing, distributing and selling goods and services. Lyndsey Taylor sums up the key characteristics and messages that genuine marketing contains:

Meeting customer needs
Attracting new customers
Reacting to market trends
Keeping up with competitors
Encouraging customer loyalty
Targeting specific customers
Identifying market opportunities
Noting customer feedback
Getting it right every time

The event industry is seen as a service industry. Events have the same characteristics as services (Watt, 1998). They are:

Intangible – customers enjoy the benefits and enjoyment of the event, but they can’t touch the event
Perishable- the benefits and enjoyment cannot be stored and carried forward to a future time. It has to be enjoyed on the spot.
Inseparable- it takes event organizers and customers to make an event happen
Consistent- it is important to offer consistent products an services as today’s customers are looking for consistency
Lack of ownership- events do not belong to any one. They are temporarily enjoyed by many.

Since events are the same as services it becomes important to market them. Marketing is a persuasive tool to attract people to an event. Event marketing is defined by:

1. “The marketing concept holds that the key to achieving organizational goals consists of determining the needs and wants of target markets (defined as the set of actual and potential buyers of products) and delivering the desired satisfactions more effectively and efficiently than competitors”. (Kotler, 2000)

2. “The functions of event management that can keep in touch the event’s participants and visitors (consumers), read their needs and motivation, develop products that meet those needs, and build a communication programme which expresses the event’s purpose and objectives. (Hall, 2000)

2.6.1 Factors in marketing

Marketing can be affected by a range of factors, some controllable and some not (Watt, 1998). He further stated companies must be aware of them:

Location; attractiveness and accessibility of the place as well as environmental factors like traffic and scenery.
Social factors; the attitudes of those involved in making an event or conference to happen affects people’s attitudes to what is appropriate.
Cultural influences; different groups in society; ethnic groups, social groups, will view events from different angles.
Fashion; at certain period certain events will be in craze and will attract large attendees.
Political factors; government will be in favor of those events that fits their beliefs.
Economic factors; how much money is available to hold an event or conference. Is there a need for sponsorship?
Philosophy; the beliefs and attitudes of people will affect the range of events provided.
2.6.2 Marketing Concept; theMarketing Mix

The marketing mix is a combination of marketing tools that are used to satisfy customers. It is the parameters that are within the control of marketing managers. The marketing mix is dependent upon environmental scanning, market research, understanding users and offering quality products and services. The marketing mix can be adjusted on a frequent basis to meet the changing needs of target population and other dynamics of the marketing environment. In the events industry, event organizers take into consideration the changing needs of its customers to develop their marketing mix. Jerome McCarthy (1960), a famous marketer states that marketing decisions fall under four categories:

2.6.2.1 Product

This is the end result – the event; exhibition, show or conference. It also involves all ancillary contributions like programmes, presentations, quality production and customer care.

2.6.2.2 Price

Can the event be provided at an affordable price? Can price packages be assembled to support group attendance or tourist rates?

2.6.2.3 Place

Place has several aspects. These include:

Venue, transport, accommodation, emergency access, car parking, geographic location, host town, catering location, environmental conditions, signposting, country, maps, region.

2.6.2.4 Promotion

Promotion also has several aspects, including:

Advertising, logo, pamphlets, displays, publicity, posters, merchandising. Appendix K elaborates on the role of promotion in the marketing mix

An excellent event manager will balance these aspects to produce a fine marketing mix. The leading thought must be for people and their quality concern; all operations at each phase and at any level need to acknowledge the elements of the marketing mix.

For some services, including events, another 4Ps needs to be considered. These include;

People; they are the vital picture in delivering events and conferences, especially proper customer care and effective teamwork.

Packaging; is concerned with the way events and conferences are being presented; whether as part of a holiday/ business package. Any marketing is dependent upon the packaging, e.g, a family package.

Partnership; the help of others and their marketing presence is very beneficial to make the event or conference successful.

Programming; when an event or conference is scheduled will be a main tool in its marketing. It should arouse curiosity and create interest by using extra projects around it.

(Adapted from: Watt, 1998)

2.7Impacts of special events and conventions

Impacts of events encompass a large number of positive benefits and negative impacts which arises because of an event taking place. Impacts can be positive as well as negative. It is the task of the event manager to identify and predict these impacts and manage them in order to achieve the best balance. Those impacts may be visible before the events actually take place, during the event and after the event and affect the stakeholders and the host population. Thus, it can be argued that there is inequity in the distribution of the impacts and benefits of events. (Hall. 1989) typically impacts from events fall under four categories, namely:

Economic Impacts
Physical and Environmental Impacts
Socio cultural Impacts
Political Impacts
2.7.1 Economic Impacts

Researchers and industry professionals agree that special events and conventions contribute to regional and national economies (Rutherford & Kreck, 1994). According to Crompton et al. (2001), economic impacts of events supplements the traditional financial balance sheets that do not address the issue of what the host population gets in return of those events.

The economic benefits that events bring to host destination are diverse. They bring an increase in employment and high income among the community, increased tax receipts and infrastructure. Hosting events demand work force, therefore, the host country’s population benefit from temporary as well as permanent jobs. It can be said that it is more beneficial to employ people residing in the region the event is held because there is no transport cost incurred. But even if labor is not available in the region the event is being held this is not such a major issue. As Mauritius is a small island, one can reach the farthest distance from one place to another in one hour. Tourists and locals come to events to spend; they purchase the tickets to attend to entertainments shows, they spend on food and beverage and so on. Money spent is injected in the local economy. Hence, events enhance the quality of life of people since the positive changes brought to the locality will remain even after the event has been held.

The costs associated with the economic impacts of events are the exploitation of resources, inflated prices and opportunity costs. Sellers choose to augment their prices, making more profit to the detriment of the host population Customers of events make inefficient use of the resources. For example, in a sporting event, in a moment of excitement, they can damage the lightings. Once the infrastructure is damaged, people will no longer be attracted to the event. There will be negative word of mouth and they may choose to stop coming there. For a local economy that depends entirely on hosting events, its economy suffers. Also, tourists have high spending powers.

2.7.2 Physical and Environmental impacts

Events are excellent way to showcase the unique features of hosts’ environments. In the interest of sustainability, sound strategic management, cost effectiveness and maximizing sponsorship/funding, it becomes increasingly important to consider environmental impacts of events. Today’s customers are looking for eco friendly products. Events market the environment in which it is held. Hall (1989) states that selling the image of an event comprises of the marketing of intrinsic properties of the destination. The impacts will be fairly visible for events that are held in suitable purpose built venues, e.g, stadium, sports ground or conference and exhibition centres. Impacts will be much greater if the event is to be held in public areas not ordinary reserved for event purposes. An event requires an environmental impact assessment before permission is given by government authorities to proceed

Events have positive effects on the natural and physical environments. The infrastructure at the destination is re organized, proper road network, lighting and scavenging facilities are set up to accommodate events. There is an improved transport and communication facility in the region. Many of London’s landmark venues have been the legacy of major events, including Crystal Palace (1851 Freat Exhibition)

Negative environmental and physical impacts of events occur when the level of visitor use is higher than the carrying capacity of the region. Aspects such as crowd movement and control, noise levels, access and parking are crucial elements. Other important issues include wear and tear of the physical and natural environment, heritage protection and disruption of the local community. Events cause potential threats to natural and built areas. This put enormous pressure on the area and leads to impacts such as land degradation (erosion), increased pollution, discharges into the soil, loss of natural habitat. It often put a strain on water resources and in the long run can force locals to compete for the use of critical resources. The different forms of travel used by the delegates, attendees’ performers and organizers of events impacts on traffic congestion.

Good communication and consultation with local authorities can help resolve of these issues. In addition, careful management planning is required to modify impacts.

2.7.3 Socio cultural impacts

Hall and Getz (1997) points out that all events have direct socio cultural impacts on participants as well as host community.

Events increase pride of its residents, which results from some community events, national day’s celebrations, and the validation of specific groups in the regions. Some events leave a legacy of greater awareness and involvement in sporting and cultural activities. Other’s widens people cultural horizons and uncover them to new and challenging people, traditions and values. For example, the melas held in Leeds every summer have brought about the powerful religious Asian traditions and cultural associations before wider audiences. Events have the art to challenge the imagination and explore new avenues. For example the installation of the Ice Cubes outdoor ice-skating rink at millennium square in Leeds. Moreover, events have the power to form the cornerstone of cultural strategies. Newham Council have developed its local cultural strategy, ‘Reasons to Be Cheerful’ at the centre of which is the vision that people choosing to live in Newham by 2010. In essence, events can become an opportunity to improve social relationships, for strengthening peoples abilities to understand one another and for peoples wellbeing ( Kurtzman and Zauhar, 1997).

The bigger and more high profile an event is, greater possibilities exists for things to go wrong, hence creating negative impacts. Major events can give rise to unintended social consequences like, substance abuse, unaccepted crowd behavior and an increase in criminal activity (Getz, 1997). If not managed well, these unintended consequences can hijack the agenda and determine the public perception of the event. English football clubs have successfully implemented strategies to deal with alcohol related bad crowd behavior in order to protect their reputation. Badly managed events can also have broader impacts on social life and community structures. These can include loss of amenity because of noise or crowds, resentment of inequitable distribution of costs and benefits as stated by (Getz 1997). Furthermore, commodification, staged authenticity and standardization are classified as negative impacts.

2.7.4 Political Impacts

Politics as well as politicians play an important part in the equation that is contemporary event management. Politicians believe that events will keep its population in good health and themselves in power. This is because politicians use events as an indirect means to build their personal profile and gain political advantage. Arnold et al. (1989, pp 191-2) argued that ‘Governments in power will continue to use events to punctuate the ends of their periods in office, to arouse nationalism, enthusiasm and finally, votes. Governments are aware of the ability of events to raise the profiles of politicians and the areas that they lead.

Abstract

The airline industry has been known to be volatile and competitive. It is volatile in the sense that any negative news either from the services such as air mishap, economic downturn, perceived threat of terrorism, the potential outbreak of the ‘birdflu’ virus or the factors of production like rise in prices of crude oil impacts negatively on the strategic position of each of the players in the industry be it market leader, follower or challenger.

The case of Gulf States (Countries) such as Bahrain, Iran, Qatar, UAE, Oman, Kuwait, Saudi Arabia to mention just a few calls for closer attention. This is because the so ‘Gulf’ states are have the resources and capabilities to compete in all the four fronts of marketing mix which is often referred as the 4Ps of People, Price, Place, Promotion. In order to wean their economies away from declining oil reserves some Middle Eastern countries pursue substantial investments into their aviation sector. The bulk of these investments concentrates on the United Arab Emirates and Qatar and comprises fleet expansions stoked by massive airport extensions and development projects. The million dollar question is how Qatar airways can turn its fortune from being a market follower in the Gulf airline industry to a leader. In this academic work also, we would use the following framework for evaluating and writing

Customers: Who are the organization’s customers?

Products/services: What are the organization’s major products or services?

Location/markets: Where does the organization compete?

Technology: Is technology a primary concern of the organization?

Concern for survival, growth and profitability: Is the organization committed to economic objectives?

Philosophy: What are the basic beliefs, values, aspirations, and philosophical priorities of the firm?

Self-concept: What is the organization’s distinctive competence or major competitive advantage?

1.0 Introduction

The airline industry has grown to be one of be one of the largest industries in half century of its existence. Its origin could be deduced from the end of World War l but it was not until World War II that saw peace restored worldwide that accounted for the burgeoning of the business. Statistics have it that the industry often airlift more than 1.5 billion industry worldwide and generates more than $ 300 billion in revenue and employ 1.7 million people worldwide (Hanlon Pg 1,2006). Good to note is the fact that the post World War II airline industry are dominated by state owned airlines known as ” Flag Carriers” and the government which owned them often used them as instruments to further their mercantilist interests or to promote their countries status, power and prestige. Airline business in the Gulf States is often associated with government (Hanlon Pg 2, 2006). Government desire to protect flag carriers often lead to ‘artificial market’, in which the profitability of the airlines were determined more by the competitors that are allowed to fly the route rather the forces of quality and pricing.

Airlines suited in the Middle East currently hold 9% of long haul capacity worldwide. They will be responsible for about 25% of all global long haul aircraft deliveries over the next decade (Flagnagan, 2006). Dubai based emirates airlines accounts for the largest buyer, which approximately 70% of all new long-haul aircraft orders in the Middle East. Some airline commentators predict that come 2012, the airline would double its fleet (Flagnagan, 2006). After Emirates come Qatar airlines. The airline has placed an order of 140 wide body aircraft. The expansion plans of the gulf airline operators are shown in Fig 1 within

Qatar airways just like other airlines in the Gulf States is part of the government strategy to diversify its revenue base, economies, commerce, tourism and global transport importance. The airline has a rich mission statement which is “Excellence in everything we do.” According to a survey carried out by Pearce and David (1987) to analyze the mission contents of airline companies, the mission, it showed that Qatar’s mission statement is one of the best in the world. Amongst 9 points, it has 6 points.

Fleet expansion plans of Middle Eastern carriers (as March 2008). Source Journal of Transport Geography 18 (2008) 388-394

3.0 Current Marketing Mix of Qatar Airways
3.1.1 Product Strategy:
New Products

Existing ProductsServices is defined as involving one party offering something that is essentially intangible and where the interaction does not result in ownership of anything (Kotler, 2008). Applying Ansoff product grid matrix, it can be said that Qatar airlines is still in market penetration. This is because the airline as was shown in the introductory section of the work, has projected the number of aircraft it wish to buy before 2012. The attributes of a company in growth stage of company life cycle is expansionary qualities.

Existing Market

Market

Penetration

Product

Development

New Market

Market

Development

Diversification

ansoff’s product / market matrix

The attributes of market penetration strategy in which Qatar airways are using include

Maintain or increase the market share of current products – this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to personal selling As part of this growth plan, Qatar Airways will extend its route network to 50 destinations by the end of 2003. It has recently added Manchester and Rome to its increasing route network. It will soon be adding Shanghai, Seoul and Tripoli to its route network. (Airhighways Magazine, 2005, p. 1).
Secure dominance of growth markets. Qatar airlines have been known to dominate the ever busy African- Middle east air routes. The company always has some flights available from any part of Africa to the Gulf States. The topology of the area has encouraged the airline to operate in product penetration strategy of Ansoff product grid. Its sparsely populated area has encouraged travelling by air for intra-regional transport. Furthermore, a high per capita income that is still increasing quickly, offers a base for a strong aviation industry. But there are socio-economic constraints, limiting both domestic leisure and business travel potential.
Increase usage by existing customers – for example by introducing loyalty schemes .A market penetration marketing strategy is very much about “business as usual”. The business is focusing on markets and products it knows well. It is likely to have good information on competitors and on customer needs. It is unlikely, therefore, that this strategy will require much investment in new market research. There is no evidence that Qatar airways is investing on market research because they are not expanding into unknown routes such as Kula-lumpur – Sydney route.
3.1.2 Pricing Strategy: Going-rate-pricing strategy

Presently Qatar airline practice what is called Going-rate-pricing strategy. The market leader in the middle- east airline industry remains Emirates. Qatar charges its fare based on the price of Emirates which is slightly higher. This is because being the market follower, Qatar does not need to disturb the established market dynamism because it might not be able to compete on the same level with Emirates.

Comparing the price of Qatar and Emirates, on the same route of Kuala-lumpur (Malaysia) – Johannesburg ( South Africa)

Price of Qatar on 21st Nov returning on 23rd Dec from Kuala-Lumpur to Johannesburg

Price of Qatar on 21st Nov returning on 23rd Dec from Kuala-Lumpur to Johannesburg

3.1.3 Promotion Strategy:

Qatar airlines are not practicing product differentiation but it is practicing promotion differentiation. According to its chief Executive Officer Akbar Al Baker he said that ” Qatar By offering a variety of entertainment options, we are able to differentiate our passenger service through live entertainment programming while also setting new standards of comfort to ensure we are the airline of choice” (Rockwell Collins, 2005, p. 1). Some of their promotion strategies are as listed below and experienced by its passengers are as

Biggest and best business class in the Middle East

Interactive Audio, Video on Demand Entertainment System

Largest personal TV screens in the Middle East

Electronic seat controls

In-seat back massage

First Middle East airline in First Class with flat beds

Qatar has engaged the services of Global media industries to help spread the good news. Such internal media include

TV

Corporate Videos

BBC Campaign to position it as a premium carrier

CNN testimonials from airline staff

Sky News reports as a sponsor of the weather service

Sponsors a travel show through Al-Jazeera

Qatar is a major sponsor of high profile sporting activities such as World Tourism Day, World

Travel and Tourism Council Summit, World Economic Forum, Leading International sports events. Qatar airlines was the official sponsor of 15th Asian Games, Doha 2006. The company has come up with a new product called “Flying Oryx” Newsletter that it distributes to travel agents. The newsletter is also available through its websites. More links could be established to the newsletter through the Internet. The airlines also give away products to passengers that promote the logo of the Burgundy Oryx and “Taking you personally,” such as watches, computer”mice” and hand towels.

3.1.3 Place Strategy:

This places a little impact on the business strategy of Qatar. Qatar airways like any other airways have developed a system of getting their ticket. Unlike the normal businesses, whose distribution channel goes from the manufacturer – wholesaler-retailer-consumer. The normal business cycle Qatar airline and other airways are from the airline operators to consumers when online booking is done or through traveler agent.

Airline operator
Airline operator
Manufacturer
Wholesaler
Consumer
Travelling Agent
Retailer
Consumer
Consumer
Traditional Supply channel Online booking channel intermediary booking channel
4.0 MARKET ANALYSIS
4.1 Qatar current market

Qatar airways is one of the leading airline industry in the gulf states. There is no hiding from the fact that Qatar airways is building on the booming market of Dubai to feed the ever busy Dubai route. Qatar currently targets those customers who considers Emirates too expensive. Those that want a little bit high quality and class at an affordable price. Qatar market can be divided into two as follows

Geographic Segmentation:

Qatar Airways is currently operating in most of the regions of the world.They are presently hoping to expand their routes to include the south pacific routes of Australia and its neighbouring countries. Qatar Airways is a dynamic, high service carrier, which utilises the geographic location of its Middle Eastern hub to link 72 international cities. From the UK the airline operates regular services from London Heathrow, London Gatwick and Manchester to Doha. Onward connections are available to cities including Dhaka, Ahmedabad (coming soon), Chennai, Delhi, Hyderabad, Cochin, Mumbai, Nagpur (coming soon), Trivandrum, Male, Kathmandu, Islamabad, Karachi, Lahore, Peshawar, Colombo, Denpasar, Jakarta, Kuala Lumpur, Myanmar, Yangon, Cebu, Manila, Singapore, Bangkok, Ho Chi Minh City, Bahrain, Mashad, Tehran, Amman, Kuwait City, Beirut, Muscat, Dammam/Dhahran, Jeddah, Riyadh, Damascus, Abu Dhabi, Dubai, and Sana’a,Bangkok,Hong Kong, Singapore, Kuala Lumpur, Manila, Cebu, Nairobi, Johannesburg and the Seychelles. Qatar Airways entering the US market with flights to New York and Washington, DC direct from the airline’s hub in Doha, capital of the State of Qatar

Demographic Segmentation:

Below is the demographic basis for the market segmentation for Qatar airways:

Demographic
Variables
Breakdown
Sex

Male; Female

Age

Under 12; 13-25; 26-40; 41-55; 55 +

Income (monthly)

USD 300.00 and over

Religion

Muslims (Halal status); Non-Muslims (Non-Halal status)

Education

Designed for

5.0 STRATEGIC ANALYSIS (SWOT analysis)

SWOT analysis helps to explore the internal and external environmental factors affecting Qatar Airways and hence enable us to make strategic decisions (Aaker, 2005). The recommended strategies that would be adopted in this paper would be based on the on the SWOT analysis of the company.

External Analysis
Strategic decisions

Where to compete?

How to compete?

Identification

Trends/Future events

Threats/Opportunities

Strategic uncertainties

How to compete?

Analysis

Information-Need areas

Scenario Analysis

Internal Analysis

Source: Adapted and modified from Aaker, D. A (1998), “Strategic Market Management”, 5th Edition, John Wiley & Sons, Inc., USA, p 40

5.1 INTERNAL ANALYSIS

Strength
Weakness
Brand Recognition

The airline has been able to build a strong brand that was described by Kelly Kaur, Marketing Director, as “getting to know the audience and using communication to build loyalty, stimulate desire, create confidence and build awareness”.

Consistency

The airline has been noted for offering consistence services which was one of the criteria that enabled it to get a FIVE STAR RATING.

FIVE STAR RATING

Qatar Airways is just one of the few airlines in the world ranked “Five Star” by Skytrax, the independent aviation industry monitoring agency. The same organization Skytrax also named Qatar Airways’ cabin crew as “Best in the Middle East” for the third year running and fifth best in the world, following a survey of more than 12 million passengers worldwide. (World Economic Forum, n.d., p. 1).

Qatar Airways are the proud winners of the TTG Travel Awards 2009 – Airline of the year. In recognition of the world class service and their commitment to offer only the best to over 80 destinations worldwide

Numerous Flights

The airline currently operates a fleet of 42 all-Airbus aircraft, which is expected to triple in size to 110 aircraft by 2015.

Qatar Airways recently made an agreement to buy up to 60 of the new generation Airbus A350s. The airline also plans to acquire 20 Boeing 777s,with a total value for both orders set to be worth US$ 15.2 billion

Age

Many still believe that Qatar cannot maintain their high standard for a very long time because they are not too experienced in the industry.

Arabization

Many people still believe that the airline is Arab based because of their Logo. Qatar Airways logo uses an animal (Arabian oryx) that may be familiar to people in the Arabian Gulf, but not to people outside the region.

National Carrier

History has shown that most national does not last and they are often abused by the government. People would love to invest so that they can control or have shares in the business but that’s not the case here.

5.2 EXTERNAL ANALYSIS
OPPORTUNITIES
THREATS
Booming tourism industry

The present surge in tourism in the gulf states is plus for the company to expand its business capacity.

Image

The Airlines has gained some reputation in the region and in Europe and its other sites

Strategic alliances

The airline has the reputation of forming strategic alliances with some airline operators in the pacific rim. This can be done either via bilateral with the respective government.

Terrorism

The incident of 9/11 is a wheel in the spanner of most airline industry. It has greatly reduced the ability of airline operators to attract many frequent fliers.

New Entrants

There is possibility of new entrants to the market especially Etihad. Etihad has the financial capacity to compete on the same level with Qatar

Volatility

The industry itself is known to exhibit high volatility. This may be in the form of fuel price, technology change or epidemic and natural disasters.

6.0 PROJECT RECOMMENDATION STRATEGIES
6.1. Market penetration via new products:
Low cost

Qatar airways have the leverage to engage in more competitive prices that what they are offering presently. They should borrow a leave from what Qantas did. Qantas came up with a low cost carrier called JETSTAR. The low cost strategy can compete in the low cost flight category of the airline industry while the parent company keeps their normal standard.

Alliances

Qatar airways have the brand image to form strategic alliances with many similar airlines where they can get the benefits of economics of scale. This might come in the form choosing one airline company in the continent to form a loop. They might borrow a look from what Singapore airlines deed as shown below.

Singapore
Airlines
Air New Zealand
Star Alliance
Dinners Club
Avis
Singapore Airlines’ alliance network; strategic alliance, follower ( Kotler Pg 812, 2008)
6.2 Maximizing sales revenue
Reduction of booking agents

Commissions and other incentives to sales staff add to the operational cost of the company. These costs either passed on to the customers or absorbed by the organization lowers the margins of the company. The company should come up with a structure of appointing GSA (General Sales Agent) in major cities and towns. They might even pass it to the post office to sale for them since they post office has their fixed cost already running.

Web Friendly Site

The company should as a matter of urgency design a friendly user web site. Their current web site is not user friendly. They should borrow a cue at Airasia website. Airasia website is fast, user friendly and updates every minutes. This has greatly encouraged customers to use the web more frequently than physical office space thereby limiting people or place contacts to the barest minimum.

7.0 Conclusion

In its relatively few years of operation has shown that they can ranked amongst the best in service delivery. They have grown from a small company to a major player in the airline industry. They have put in place sound management principle and good chief executive Akbar Al Baker believed his airline was leaking significant amounts of revenue. A series of short diagnostic exercises confirmed his hunches needs continuous improvement.

The company has adopted a relatively moderate marketing mix by targeting its customers, positioning the company World Class Young, but growing fast – Forward Thinking, open-minded On-time, Clean image Friendly/helpful/warm/hospitable airline. The People is good, Price affordable, Place great and Promotion best.

The shrinking world is expanding the outreach of tourists. No more do hotels have a fully staffed reservation department with managers, assistant managers, supervisors and agents. The internet has conveniently replaced numerous phone calls, faxes and payment issues. Now potential guests just dial a toll-free number or book directly on the internet.

According to Forrester Research 32% of hotels revenues come through online bookings. They include both direct reservations and those made through third party websites. The travel industry allocates 29% of its marketing budget to online marketing. (Cullen)This is so because the importance of integration of E-Commerce with business strategies is realized. This is also because the nature of the traveler and travelling is changing. Present day travelers are hyper-interactive, who are texting, tweeting, emailing, communicating with friends via face book and commenting on their current or previous travels.

The advent of social media and mobile Web means that potential guests for the hospitality industry have continuous access to multi-channel interaction and sharing opinions. Thus hotel websites have to be designed in order to handle this hyper-interactive user. Thus hotel websites can no longer be static brochures with stale and boring context. (Max Starkov).

Back ground

The Holiday Inn hotel is a subsidiary of the IHG group of companies. It is a brand which remains consistent towards the board. Guests at the 1874 Holiday Inn hotels around the world know that they will be treated well and have certain level of expectations regarding the service. In fact the idea for the Holiday Inn hotels came into the mind of its founder, Kemmons Wilson, when he was disappointed with the consistency of road side motels during a trip to Washington DC. Consistency is a great advantage when it comes to providing services. The art of total quality management lies with the hospitality greats like Marriott, Hilton and of course Holiday Inn but when it comes to social media policies and the ever changing world of the internet consistency has a huge down side.

Consistency is not the only key feature of the Holiday Inn hotels and resorts. Innovation goes side by side with consistency. Holiday Inn hotels were the first ones to introduce the Holidex reservation system giving its competitors a run for money. Holiday Inn hotels also initiated the idea for indoor pools, termed Holidromes, turning its hotels into resorts. This innovation and comfort, which is the landmark of the Holiday Inn hotels, should be made evident in the hotel website.

With the advent of time, Holiday Inn is now an established name in midscale provision of hospitality. This midscale travel market consists of 43% of travelers worldwide. (Hospital and tourism industry report:Q2 2010) and is the sector of the tourism industry which faces the highest competition. With the tourism industry recovering from the economic depression of 2009, the number of tourists is increasing, but at the same time the new tourist is more cost conscious and e-savvy. With social media’s burgeoning levels and websites like tripadvisor advising tourists on the wide range of living options available, the tourist might not fall for the reliability of brand names as the previous guests were.

The increasing travel trend resulting from economic recovery also means that the internet is bombarded with tourism information. This is so because due to economic conditions many hotel websites were abandoned during the past two years. The waking up of hoteliers means that new websites are profoundly different as they now cater to a different inventory distribution system, social media and cross channel marketing. Almost all new websites cater to mobile web applications and so does the Holiday Inn website.

With increased globalization of the economy and increased competition hotels cannot rely on their past successes. Holiday Inn and IHG are bound to know this well as the hotel chain lost considerable market share in the 1980’s. it is only after its re launch in 2007 that the hotel has again captured some part of its market segment. At the time of the re launch, the new hotel website was also launched.

Consumers that visit the hotel website find a user friendly environment. The site provides availability details, locations, room features and descriptions of the surrounding area. But provision of these details is not enough for the highly competitive hospitality industry. Holiday Inn hotels needs to develop a website which highlights its core competencies, tackles competition from market rivals and eliminates the bargaining power of buyers.

During the pre recession times, visitors were more satisfied with the Holiday Inn website than the industry average. This data was deployed from studies based on 31 websites of leading hospitality brands. It checked data based on the five most crucial dimensions of a visitors online experience. They were navigation, content, interactivity, motivation and adoption. The customer satisfaction was generally higher ranking in the 92nd percentile. (Website Satisfaction Soars at InterContinental Hotels Group)

In the year 2007, the content dimension was an area of strength for the website. The amount of details provided covered a vast range of aspects of visitor concern. Coupled with this was the fact that the data was very well structured and easy to navigate. This led to an adoption rating higher than the industry average, pointing to future site referrals and a strong likelihood to return. The website also fostered brand loyalty. According to Sasha Paine, an analyst at iperceptions, “There is no clearer indicator of a site’s effectiveness than its ability to build loyalty among its visitors.”(Website Satisfaction Soars at InterContinental Hotels Group)

The new virtual market place allows small companies to compete with industry giants. This means that Holiday Inn faces competition not just from hotel chains like Ramada and Hilton but also from small hotels. By looking at the hotel website we can easily find out that the website is high in content. The most critical section, which is the reservations section, is right in front for customer ease. The reservations section helps finds locations and provide all details regarding the Holiday Inn hotel in the area to be visited. On the downside it is known that only 32% of visitors visit a hotels website to make reservations. (Hospital and tourism industry report:Q2 2010) The rest visit either to find information or to compare rates. For visitors who are not lured by the brand into booking, the website should be appealing and catchy enough to ensure adoption or at least a revisit.

But what the website lacks is targeting new customer strategies. It seems that unlike other websites which appeal to new guests by providing reasons for staying at their hotels, the Holiday Inn relies on its brand name and preconceived notions about its excellence to get potential guests to make reservations. What is not realized is that website design is an illustrative art and making correct use of this art might ensure that visitors will not have to change pages or scroll down for the required information. A look at the key competitor Ramada’s website demonstrates this very well. Though the reservation section is still on the main page of the site, the opening window encompasses much more than only the reservation section. It eyes potential customers and not just visitors by ensuring that new deals are right under the visitor’s nose.

The slideshow of the Holiday Inn website is not very creative and is short with only 4 slides. Though it instantly appeal to the comfort factor and attracts business travelers immediately. The family and friends factor and fun travelling and living is excluded from the slide show. In contrast other websites have wider navigation menus and longer, swifter slideshows. Websites are using rich media foreg the Pueblo Bonito website and the Atlantis hotel in Dubai. Websites foreg theurbansuites.com are also trying to split visitors by demographics and visitor types to provide custom services. Websites have an increasing number of testimonials, blog links and some even have the press singing their praises. (Mackenzie) This you attitude employed by the website and marketing strategy appeals to visitors.

This paper looks at the need for developing a new website for the Holiday Inn hotels. It observes the changing trends in both website designs of the hospitality industry and nature of travelers. Data is collected from visitors to the website and their satisfaction is analyzed. Satisfaction is measured using variables which include content of the website, ease of navigation, interactivity, motivation and adoption. This is done by e-surveys and observing visitor behavior on the website. Conclusions are then drawn regarding visitor satisfaction. Since online reservations make up a chunk of all hotel reservations, it will be very important to pay due attention to either reconstructing or renovating the website if needed.

The new website can be developed by outsourcing the development of the website to some leading website developers specially related to the hospitality industry. Budgetary allocations will have to be made. They include consultancy costs, advertisement of the new website, Search Engine optimization costs and website development and mantainence. Research will have to be made on the percentage of revenues generated by the website, the potential for development and the amount competitors allocate towards online marketing and website development. Budget allocation and trends in the hospitality website industry along with weaknesses in the current website will provide guidelines for the new website.

Rationale

The hotel marketing industry is a booming industry which caters exclusively to hospitality providers. Surveys are done and researches made to find out about visitor and guest behaviors. These researches aid hotel marketing advisors in development of new websites and to target customers. Special online surveys are designed to get visitor opinions and rate their satisfaction. Some of the works done in this regard are

The Iperceptions satisfaction index

It is the only metric device to measure exclusively customer satisfaction with an online channel. It provides advice to hoteliers on data mining and analyzes that data to provide results and draw conclusions.

The hospitality and tourism industry report

This caters to timely changes in the hospitality and tourism industry providing hoteliers with the current trends and predicting the future condition of the market.

Best practices in Hotel website design by Hospitality e-business strategies.

A report prepared by hospitality e-business industries which looks at the importance of websites for hotels and outlines ways to do so.

Best Practices for Maximizing Your Hotel’s Online Revenue & ROI by Kathreen Cullen. This white paper is a survey which as the name suggests helps hotels maximize their online revenue.

Although the content of these reports and many others which try to integrate E-Commerce with hospitality are industry specific but they provide broad guidelines for the Holiday Inn hotels.

This paper will focus on how the Holiday Inn hotels should conduct its research? what would be the methodology of research and what strategies would be involved. The limitations of the research and the potential for advanced features on the Holiday Inn website will also be discussed.

As Del Ross, vice president of Americas Distribution marketing for IHG, claims “We truly believe in the paramount value of knowing our customers and capturing

their opinions in the context of their actual online experiences by implementing improvements” research for the new website will be centered around customer opinion and satisfaction.

Data collection and methodology.

Advanced research methods will have to be employed to gather data from website visitors. According to Cooper and Schindler (Methods) qualitative studies may be combined with quantitative ones to increase the perceived quality of the research, especially when a quantitative study follows a qualitative one and provides validation for the qualitative findings. There is a strong suggestion within the research community that research, both quantitative and qualitative, is best thought of as complementary (Malhotra) and should therefore be mixed in research of many kinds. There is a strong suggestion within the research community that research, both quantitative and qualitative, is best thought of as complementary and should therefore be mixed in research of many kinds. Both qualitative and quantitative data sets will have to be used. Since customer satisfaction regarding the website has to be measures, offline data collection can prove to be useless and mundane.

Online data collection approach can be utilized in two ways and can result in both objective and subjective responses. The difficult part about this research is that though secondary data relevant to the industry is abundant, but none of this will be specific to the Holiday Inn hotel. Thus researchers will have to gather primary data from the scratch, analyze it and form conclusions about the current state of the hotel website.

Sampling methods

The sampling method will mostly be a non probability method as the only visitors cannot be forced to take part in the research. Probability sampling will be reserved for a small focus group. Quantitative research will depend upon visitors and visitors will only participate in qualitative research by choice.

Quota method of sampling will be the most convenient. This is so because only potential travelers should be included in the research. Only people with annual income above $50000 will be sampled. Population below this income group generally is observed not to travel frequently. Similarly other characteristics of current guests can be used to find the different quotas which should be used in sampling. This kind of sampling will make it impossible to assess the sampling error as the results will not be representative of the population as a whole.

Focus groups of targeted market will need to be used. Since the current website of the hotel and the general notion about the hotel chain is that it caters to mostly business travelers, business travelers can be selected randomly. They can be chosen from firms where work entails frequent travelling. These business travelers will be then asked to navigate through the website and answer relevant questions about the website content, ease of navigation, interactivity and adoption. The results can be classified and then visitor perceptions about the different aspects of the website can be rated. They will provide a clear guideline about the positive and negative aspects of the website. This focus group will be coupled with quantitative and qualitative data. The focus group technique will allow better screening of the focus group respondents to ensure that they are the people whom the hotel is most interested in and thus provides an in-depth insight.

Descriptive data from the survey and the questionnaire will reveal information that could not be easily explained by the statistics from quantitative data.

This survey will be limited to a very small population of potential Holiday Inn customers. It can be both biased and non-representative of the actual feelings of the general public. But this data will target the largest niche of current customers.

Gathering quantitative data

Quantitative data can be gathered by observing visitor behavior on the website. It can be done on a large scale on the website. The behavior observed includes number of clicks, time on site, no of visitors who made a reservation, net promoter scores and the page from where visitors are exiting. Relationships between variables can be observed. This can be done from web analytics of the website. The sample size from this kind of web analytics has to be large and therefore will have to be done over a period of time.

For much of its history, web analytics has been concerned with measuring behavioral phenomena. Unique visitor counts, pages viewed/visit, time on site, bounce rates, click through rates, ad impressions, and, more recently, rich internet application events have

But studying clicks alone can never tell more than a part of the visitor’s story and will never bring to light true engagement data. Behavioral analytics is akin to paleontology, in the sense that it presents a fossilized record of a visitor’s site experience, at least as much as can be captured through page tags with optimal cookie deletion rates. However much scientists study the material implements of the past, however, they will never truly be able to gauge whether people were happy and led meaningful lives. This is the primary shortcoming of behavioral research; the tracks a visitor leaves are necessarily incomplete without knowing intent, attitude, and satisfaction. Further, engagement indices will always be hollow metrics unless they can be made to account for loyalty, trust, and advocacy (iperceptions)

Gathering qualitative data.

Qualitative research will take more time and preparation. Different sampling methods and full time researchers will have to be employed to monitor data. The basic format will be inviting all visitors to the website for a short survey or questionnaire. It will have to be ensured that the questionnaire is short and to the point yet it is fulfilling the purpose. This is necessary because abandonment of questionnaires will lead not only to loss of data but will also cause distaste for the website in visitors.

Like all qualitative and naturalistic research methods, questions will have to be developed which are clear and unambiguous but open to change as the research develops. It is necessary because both qualitative and quantitative research goes hand in hand. It is qualitative research which will give a holistic view of the complexities which the website poses to its visitors.

In the course of the survey visitors will be asked to provide scores for the website attributes related to their online experience. Each of these attributes will be related to specific dimensions of the website. It can include questions such as whether the visitor likes the site enough to recommend it to another friend or colleague. The scaling can be done on a 1 to 10 scale ranging from very bad to outstanding. The attribute sets that will be selected will be in accordance with both the E-commerce and hospitality industry standards. They will be content, navigation, motivation and interactivity in this case. It might also address the most crucial section of the website which is the reservations section.

Thus the questions to be addressed are

Navigation

Website functionality must be intuitive and easy-to-use. If visitors are cannot find the information they desire, they may lose interest and move on to another hotel’s site. It is also important to be sure that hotels provide the capability to allow customers to book via the method of their choice such as mobile and smart phone technology.

Content

The website must provide all necessary information. This information should not only be limited to the hotel but also about the area and activities where the hotel is located. The content of the website should be accurate, up-to-date, detailed and relevant.

Interactivity

This will address questions about the visitors ease of communication with the website and therefore the hoteliers. It measures functionality, collaboration, informational exchange, and the intuitiveness of transactional tools.

Motivation

This measures whether the online content matches with the services the hotel provides. It questions whether the customers feel that the site was trustworthy and if their time on the site was well spent.

All these factors eventually answer one question and that is of adoption. This is the main factor of concern for the Holiday Inn hotels that whether the visitor will re-visit the website or refer the website to somebody else.

Potential for new features

New vanity websites can be added which cater to different locales. It should be ensured that the feel of the different websites remains the same but better search engine optimization can be achieved.

The Holiday Inn website can be optimized in two ways. It is the need of the time to modify the contents for Search Engine optimization.

The second is the renovation and restructuring of the website.

New website design

Visual content

It has been observed that the Holiday Inn website has a subtle color appeal. It stands true to catering to business travelers as they can visualize themselves in that situation. But simultaneously excludes a large travelling class. A glimpse at the Marriott hotel website speaks loads about integrating target markets at one place. A boost of color on some place in the Holiday Inn website will provide the required energy to indicate that the hotel welcomes both fun and families.

Selling travel is all about selling a vision, a dream-an intangible product. Rich media and its many formats-from photos and visual galleries, to videos and virtual tours, e-postcards, web cams, interactive maps, etc.-can truly present your travel product and make it tangible and real. Seventy-two percent of US Internet users view video online on the same scale as network television and 89% of user’s surveyed said video influenced their booking decision.

Usability surveys about hotel websites show that the majority of users think hotel websites are “lacking or need more” pictures and images

The website can also add more visual content as the number of slides on the main page slide show is only 4 and only targets limited audience. The website can make use of good photography which provide more details about rooms and amenities.

Demand generator content.

The website should add more localized content to each of its franchise content sites. This will not only aid in showing up on search engines but a description of the area and the activities of the areas helps visitors thus creating better chances of adoption.

More navigation options can be introduced on the main page as even though the current website has a high content percentage but the visitor has to scroll and search for it. More tools can easily be added in the navigation tool bar without making the site look congested.

Scalability

The website platform should have the ability to grow with the needs of the growing Hotel Inn. Holiday Inn is launching new hotels so it should be ensured that the new website keeps pace with both the rapidly changing face of the hotel as well as the fast changing tourism industry. Thus new development should be both easy and inexpensive. It should be easy to add new pages without the returning visitor to find a change which hinders his navigation.

Conclusion

The rapid pace of change of tourism industry and the changing face of the traveler requires the Holiday Inn hotel to maintain a website which is intuitive and adaptative. Regarding this concern quantitative data can be analyzed from the websites web analytics. An understanding of this quantitative data can be done by a focus group survey of the target market and online questionnaires.

Visitors to the website can be surveyed about their views about the website. This will be random non-probability sampling. The questions have to be short and succinct as target specific attribute. This is to ensure that the visitor does not abandon the survey midway.

After the online survey, a deep understanding can be gauged by using a focus group. This can be done either online or offline. The focus group can be small but chosen by quota or snowball sampling. The target audience should be used as the part of the focus group. The sample can be small but the questionnaire has to be extremely detailed. This will address all questions which arose from the satisfaction or non-satisfaction of the online survey participants.

The final data set will lead to a certain conclusion about the visitor satisfaction index. This can be used to provide guidelines about visitor expectations from the website and how and how much the website should be modified. The modified website will lead to higher revenue and return on investment.

Online questionnaire

Based on today’s visit, how would you rate your site experience over all?

Very bad

Bad

Fair

Good

Outstanding

Which of the following best describes the primary purpose of your visit?

Make a reservation

Compare rates

Find more information

View/cancel reservation

Other please specify

Were you able to complete the task you visited the website for?

Yes

No

What do you value most about the website? __________________________________________________________________________________________________________________________________________

What did you most dislike about the website? __________________________________________________________________________________________________________________________________________

Would you recommend the site to somebody?

Yes

No

If you answered in negative to the previous question, why? __________________________________________________________________________________________________________________________________________

Would you recommend any changes to the website? __________________________________________________________________________________________________________________________________________

How did you arrive at the website?

Typed the URL in the browser

Search engine

Advertisement

Link on a Blog

Another website

Link sent by somebody

Other. Please specify _______________________________________________

The offline questionnaire presented to the focus group. This will be modified according to the response generated from the online website survey. It will be more detailed so as to sound explanations of the data derived can be provided.

Offline questionnaire

What is your age category?

15-20 years

20-35 years

35-60 years

60 or above

What is your gender?

Male

Female

Are you single or married?

Single

Married

Your email address? _____________________________________________________________________

How often do you travel?

More than four times a year.

Twice or thrice a year.

Once a year

Less than once a year

Is your travel related to work most of the time?

Yes

No

Do you always make your bookings online?

Yes

No

What features of the website did you use?

_____________________________________________________________________

Did each page load quickly enough?

Yes

No

On a scale of 1 to 5 where 1 is poor and 5 is excellent rate the following

Reservation procedure

Website speed

Ease of navigation

Visual appeal

Information

Your overall satisfaction

Was the reservation process efficient?

Yes

No

Were you tempted were you to abandon the reservation process midway?

Yes

No

If yes then why? Choose one that is applicable

Technical difficulties

Rate issues

Difficulty in finding

Unfriendly website

Other. Please specify ______________________________________________________________

Did you easily find what you were looking for?

Yes

No

Did the website design confuse you?

Yes

No

Was the language easy to understand?

Yes

No

Was navigation comfortable?

Yes

No

Was the information you were looking for easy to find

Yes

No

Was the information useful?

Yes

No

Was the information detailed?

Yes

No

Was the information accurate?

Yes

No

Was the information up-to-date?

Yes

No

Did you like the appearance of the website?

Yes

No

Do you think more visuals should be added to the website?

Yes

No

If yes, do you think it will make the hotel more appealing?

Yes

No

Will a more detailed, illustrative website, aid or hinder you in your work?

Yes

No

Do you think the overall design of the website can be improved?

Yes

No

If yes then how? __________________________________________________________________________________________________________________________________________

Can the website alone without the Holiday Inn brand name lead you to make a reservation?

Yes

No

What did you like the most about the website?

__________________________________________________________________________________________________________________________________________

What did you dislike most about the website?

__________________________________________________________________________________________________________________________________________

What problems if any did you face when navigating the website?

__________________________________________________________________________________________________________________________________________

Was the website user friendly?

Yes

No

If no why not?

Would you recommend the website to someone you know?

Yes

No

If no, then why not? __________________________________________________________________

Would you navigate the site from your phone?

Yes

No

If no then why not? _____________________________________________________________________

Do you think your time on the website was well spent?

Yes

No

If no then why not?

_____________________________________________________________________

What are your overall suggestions for the website? ______________________________________________________________________________________________________________________________________________________________________

Field guidelines

The research survey will look at the need for developing a new website for the Holiday Inn hotels. It observes the changing trends in both website designs of the hospitality industry and nature of travelers. Data is collected from visitors to the website and their satisfaction is analyzed. Satisfaction is measured using variables which include content of the website, ease of navigation, interactivity, motivation and adoption. This is done by e-surveys and observing visitor behavior on the website. Conclusions are then drawn regarding visitor satisfaction. Since online reservations make up a chunk of all hotel reservations, it will be very important to pay due attention to

7.3 Site Management Strategies

The Marina Barrage has many site management strategic plans in place, which include but are not limited to waste, crowd and pollution management. As Marina Barrage is an environmentally sustainable place, the management seeks to maintain its pristine image of sustainability.

7.3.1 Waste Management

Waste management generally involves the collection, removal, processing, and disposal of materials considered as waste, which can be solid, gaseous, liquid, or even hazardous and are generally generated through human activity (Ekvall et. al., 2007). Proper waste management is important as it can cause many health, safety and even economic issues if not managed well (Giusti, 2009). Improper waste management is crucial to Marina Barrage as its image rides on its greenery. Its waste management policies ensure that the Marina Barrage is kept litter free as much as possible. This is done through the placement of litterbins strategically throughout the Marina Barrage. However, through observation, the team recommends that the number of litterbins should be increased to accommodate the large crowd numbers on the weekends. On weekends where the crowd numbers are significantly higher than on weekdays, rubbish bins tend to overflow due to the unavailability of sufficient bins along high volume areas such as the green roof. This would ensure that waste pollution is kept to a minimum and that its image as a sustainable and green destination is maintained (Kumar, 2014).

7.3.2 Crowd Management

Crowd management must take into account all the elements of an event especially the type of event (circus, sporting, theatrical, concert, rally, parade, etc.), characteristics of the facility, size and demeanour of the crowd, methods of entrance, communications, crowd control, and queueing. As in all management, it must include planning, organizing, staffing, directing and evaluating. Particularly critical to crowd management is defining the roles of parties involved in an event, the quality of the advance intelligence, and the effectiveness of the planning process (Tubbs & Meacham, 2007). For Marina Barrage, crowd management is vital as it provides a safe and organized setting for visitors. The Marina Barrage has excellent existing crowd management measures in place. The Marina Barrage would hardly be classified as an overcrowded destination on a day-to-day basis with the exception of days with events or festivals. Even so, event and festival organisers are monitored to ensure that the crowd management does not go out of hand (PUB Occupation License, 2015). The team recommends that these measures should be maintained and perhaps upgraded through crowd management software with crowd forecast plans implemented. This ensures that crowd numbers are monitored well and overcrowding is prevented.

7.3.3 Safety Guidelines

Safety Guidelines are regulations or rules that are put in place to ensure a product, event, etc., is safe and not dangerous (Vimlati et. Al., 2009). The Marina Barrage has many safety guidelines in place and most of which places public safety and wellbeing as its number one priority. Its safety guidelines include code of conducts for water activities, safety permits for both events and boat hoisting (Code of Conduct, 2015). Such practices help to prevent any safety infringements from happening and in turn could hurt visitors to the Marina Barrage. Safety and security are vital to provide a high quality tourism policy. In fact, the success or failure of a tourism destination depends largely on its capacity to provide visitors with a safe and secure environment (Tubbs & Meacham, 2007). Besides physical safety aspects, the team recommends that the Marina Barrage should continue to ensure the social security of the destination. This should be relatively easy as Singapore is classified as one of the top five safe cities in the world (Bertrand, 2015). It will help build Marina Barrage and Singapore’s image as safe destinations to visit. Health safety aspects are also recommended to be looked at by the management. The annual haze Singapore faces could be a point to start from. In 2013, PSI levels reached dangerous levels of above 400 (Vaswani, 2013). The marina barrage could ensure public health and safety through measures such as advising the public to remain within the indoor sections such as the sustainable gallery. This could have a dual effect of ensuring public safety and public awareness of the gallery’s existence.

7.3.4 Accessibility and Infrastructure

Public accessibility heavily influences tourists’ willingness to visit a tourism destination (Schofield et.al, 2010). Public accessibility via public transport such as MRT and bus services are available. However, due to the location of Marina Barrage, these services remain rather limited. For example the nearest MRT Station as of March 2015 is Bayfront MRT which is a 20 mins walk away and there is only one bus service ferrying visitors to the Marina Barrage. However, private vehicle access is truly excellent. The team recommends that upon completion of the Gardens by the Bay station along the Thomson-East Coast Line, sheltered walkways should be built between the MRT station and the Marina Barrage. Sheltered walkways should also be constructed between the existing bus stop located outside the Marina Barrage and the barrage itself along with bicycle rental kiosks to reduce the carbon footprint around the vicinity. Shuttle buses could also be implemented between nearby hotels around the Marina area such as Marina Bay Sands & Marina Mandarin to attract higher tourist numbers and raise the awareness of such an tourism destination. More public bus services can be proposed to the relevant government authorities or at the very least increase the frequency of the current service to cater to the needs of the public. This would help the Marina Barrage in its accessibility issues over the long run. Where visitor infrastructure within Marina Barrage is concerned, the overall review remains excellent. Detailed considerations have gone into the planning of the infrastructure of the place. The marina barrage is significantly wheelchair friendly though improvements can be made to make the sustainably gallery a little more wheelchair accessible as accessibility is a human right and basic need of people and should be a fundamental consideration during planning of urban destinations (Evcil, 2009). The team recommends to further enhance the Marina Barrage to make is completely barrier free to wheelchair bound visitors to enhance visitor experience and satisfaction.

7.3.5 Environmental Protection

Environmental protectionis a practice of protectingthe naturalenvironmenton individual, organizational or governmental levels, for the benefit of both the natural environmentand humans (Heink & Kowarik, 2010). As the marina barrage is touted as one of the greenest destinations in Singapore, its need for environmental sustainability and protection is high. Environmental protection is of outmost importance as it involves the protection of the natural environment on various governmental levels right up to individuals and can results in benefits for both people and the environment (Gonzalez, 2014). Green principles were thought through thoroughly during construction and operation of the barrage. Thus, the marina barrage reduces its electricity consumption and waste pollution significantly. The team recommends that the Marina Barrage apply more energy conservation measures to enhance its image as a sustainable green destination. This can be done by increasing its aircon temperature to 25 degrees Celsius, adding more solar panels to its roof and perhaps and inclusion of an electricity generating water turbine in its outlet pumps. The additional solar panels can not only help to power the Marina Barrage but could be transported to the Marina Vicinity. This would reduce carbon footprint as well as greenhouse gas emissions in Singapore and increase its self-sustainability to run on green and clean energy generated through its day to day operations (Schulz, 2010).

Aim: To understand how destinations are presented to visitors for them to be able to have an experience.

This research paper seeks to find out about the experience build of visitors on their visit to a monument, in this case, Jantar Mantar. Jantar Mantar is a place of great historical, astronomical, and astrological value and is in existence since 1724. It is an Observatory built by Jaipur’s Maharaja Jai Singh Sawai II on the order of the Mughal Emperor, Muhammad Shah to develop a medium to record and compile all the astronomical data and future predictions of time, related to study of the movements of sun, moon, and other planetary bodies.

Four more observatories were built by the same Maharaja in other parts of India. The observatory in Delhi was the first observatory built by him.

Aim of the Project is to explore number of related questions, including:

1. What are visitor’s reactions on their visit to Jantar Mantar?

2. How have other tourist places been developed for improving the experience of visitors?

These questions were explored through literature review, contextual study, interviews and questionnaires and observations.

The paper concludes by analyzing the findings from the data collected and coming up with recommendations for Jantar Mantar Authority (Archeological Survey of India) to consider some changes in the way they present themselves to their audience, i.e., to the visitors.

198 WORDS

Research Questions and Data Collection Method
Contextual study and literature study

Introduction: Jantar Mantar also known as Yantra Mantra which means “calculation instrument” in Delhi is the place to observe the movements of the Sun, stars and other planetary bodies. It’s an astronomical, astrological observatory, a sun dial. It is a monument which has great astronomical and astrological values attached to it.

Build: In 1724 by Jaipur’s Maharaja, Jai Singh Sawai II, on the order of Mughal King, Muhammad Shah. Later king build four other observatories in India, in Jaipur, Ujjain, Mathura and Varanasi.

Location: It is situated in the Parliament Street near the Connaught Place.

Admission fee: INR 5 for Indians and INR 100 for the Foreigners.

Admission timing: Open from sunrise to sunset.

How to reach: Rickshaws, taxis, bus, metro can help you reach this place in time.

Nearest railway station: Delhi Railway Station.

Nearest metro station: Connaught Metro Station.

Reason for it’s building: To revise the astronomical tables. The monument was built as the significance of a Sun Dial, and to record the astronomical data and future predictions of time, the purpose was to study of the movements of sun, moon, and other planetary bodies.

What is an Observatory?

“A room or building housing an astronomical telescope or other scientific equipment for the study of natural phenomena.” Http://oxforddictionaries.com/view/entry/m_en_gb0571970#m_en_gb0571970

Oldest Observatories in the world: Chinese archaeologists claim that they have found the world’s oldest observatory, dating back to some 4,100 years ago, in North China’s, Taosi, Shanxi Province. He Nu, a researcher from the Institute of Archaeology of the Chinese Academy of Social Sciences, said “the observatory was not only used for observing astronomical phenomena but also for sacrificial rites.”

Other discovered sites that fall under the category of the “world’s oldest astronomical observatory,” includes one in Goseck, Germany, that was constructed around 7,000 years ago, it is called a “sun temple” and other is the “German Stonehenge” with construction beginning around 4,000 to 5,000 years ago. Standing Stones of Callanish in Scotland, are older than Stone henge, being constructed around 2900-2600 BC. In Egypt Nabta Playa, are around 6,000 to 8,000 years old.

One of the oldest known sites in the world is “Gobekli Tepe, Turkey” which is around 11,000-year-old ruins at Gobekli Tepe.

http://www.chinadaily.com.cn/english/doc/2005-10/31/content_488952.htm

Some observatories build during 1700’s:

· 1724: Indian observatory of Sawai Jai Singh at Delhi

· 1725: St. Petersburg observatory at Royal Academy

· 1732: Indian observatories at Varanasi, Ujjain, Mathura.

· 1734: Indian observatory of Sawai Jai Singh at Jaipur

· 1758: John Dollond reinvents the achromatic lens

· 1780: Florence Specola observatory

Instruments which comprises of Jantar Mantar:

The Samrat Yantra :

As the name says “Samrat” which means Supreme. The name completely justifies the instrument because it is in the shape of a giant triangle which represents a sun-dial. Measuring 70 feet in height, 114 feet in length and 10 feet thick which depicts the hours, the minutes and seconds of the day. Its hypotenuse is parallel to the axis of the Earth. It is used to depict Delhi’s local time.

The Jai Prakash Yantra:

The shape of an instrument is a hollow hemisphere of concave surface with markings on them. One is treated as Northern hemisphere and other as Southern hemisphere and this one is used by Astrologers to make humans horoscopes.

The Ram Yantra:

The shape of the instrument is very interesting in itself, it has windows and the edge of windows have marking inscribed on them, and with the help of those marking the observers can find position of sun and moon. The role of this instrument was to track the eclipse and full moon There are two Ram Yantra’s one to track the moon and other to track the Sun.

The Mishra Yantra:

Since the name is “Mishra”, which means combination, this instrument is used to depict the time of noon of various cities across the globe and Delhi’s local time. It is the only instrument which was not constructed by Maharaja Jai Singh Sawai II.

Ancient India’s contributions in the field of astronomy:

The earliest references to astronomy are found in the Rig Veda, which are dated 2000 BC. Astronomical principles were used to explain matters which are related to astrology, like making of a horoscope. Besides from linking astronomy with astrology in ancient India, astronomy continued to develop independently, and resulted into original findings, like:

· The calculation of eclipse occurrence.

· Earth’s circumference.

· Theory of gravitation.

· Proving that sun is a star.

· Finding number of planets under our solar system.

Experience Design:

“No man’s knowledge can go beyond his experience.”

– John Locke

Great experiences don’t happen by accident.

They are the result of deep thought and deliberation.

– Bill Buxton

Experience design is the practice of designing services, events, and environments with a focus placed on the quality of the user experience by providing a relevant solutions. Experience design draws from many other disciplines psychology, linguistics, architecture, environmental design, hazard analysis, product design, theater, information design, ethnography, brand strategy, interaction design, service design, storytelling, and design thinking.

Touch points are created between people and the place on the basis of ideas, emotions, and memories.

Ronald Jones, describes the practice as working with disciplines, which is an integration between concepts, methods, and theories. According to Jones, the mission of Experience Design is “to persuade, stimulate, inform, envision, entertain, and forecast events, influencing meaning and modifying human behavior.”

Experience designers create experiences that brings change in behavior amongst clients, users, visitors, audiences.

Study of how other tourist places have been developed for improving the visitor’s experience:

“Eiffel tower, Taj Mahal, Pyramid of Egypt, Great Wall of China provides incredibly powerful image for their respective destinations.” These destination works to build an experience for the visitors.

Lubbe Berendien,page 154, part5 Tourism management in Southern Africa

EIFFEL TOWER

Introduction:The Eiffel Tower is located on the bank of the Seine River which is northwestern of the Champ de Mars, Paris. It was build to celebrate 100th anniversary of French revolution. It was built as an entrance arch for an international exposition held in Paris in 1889. After the exposition closed everything was dismantled, the tower remained, to help recover the costs of its construction. It was supposed to be dismantled after 20 years, in 1909, but by then it being useful as a radio transmission tower was discovered by the military.

Http://www.chowhill.co.nz/library-studentawards02.html

Build by: The engineering firm of Alexander Gustave Eiffel.

Height: Till May 28, 1930, Eiffel Tower was the tallest structure till Chrysler building in New York City, United States.

Http://www.atkielski.com/main/EiffelTowerFAQ.html

Reaction of people in 1800’s for Eiffel Tower: It was treated as an eye sore. Parisian novelist Guy de Maupassant used to dine very frequently in Eiffel’s restaurant because that’s the only place where he could not see the tower. He wasn’t alone in not liking the structure. If it hadn’t proven so useful for radio communications it would have been dismantled in 1909, at the end of the lease period.

Present scenario: Paris tops ranking in global city image study. GfK roper public affairs & media and simon anholt Roper (world’s fourth largest market research company) release 2009 City Brands Index, which captures consumer perception of the image and reputation of 50 major cities worldwide.

The Eiffel Tower is the most visited paid monument in the world and it is one of the most recognized structures on earth. In 2009, Paris topped the GfK anholt city brands index and the Eiffel tower is visually a big part of that brand.

http://www.gfkamerica.com/newsroom/press_releases/single_sites/004195/index.en.html

Eiffel Tower from inside: The structure has three platforms, to reach to different elevations either stairs or elevators can be taken, in which stairs are only allowed till 2nd elevation, to go to the summit elevator is a compulsion.

Counting from the ground, there are 347 steps to the first level, 674 steps tothe second level, and 1710 steps to the third level. While climbing up one can read the small boards explaining about the history of Eiffel tower.

Http://www.tour-eiffel.fr/teiffel/uk/pratique/acces/page/tarifs.html

Facilities for visitors:

Level 1: This is the largest platform, with room for a cafe, post office with special Eiffel Tower stamp and small museum called Cineiffel showing a short film about the history of the Eiffel Tower and, Souvenir shop.

Other attractions on this level include the grand historical staircase, the one Gustave himself used to climb to his office on the top.

http://www.suite101.com/content/eiffel-tower-a-visitors-guide-a114907

http://www.french-at-a-touch.com/Newsletters_and_Articles/facts_about_the_eiffel_tower_vi.htm

Level 2: One can experience viewing Paris with telescope, souvenir shops, animated displays on the operation of the elevators, restaurant.

Http://www.discoverfrance.net/France/Paris/Monuments-Paris/Eiffel.shtml

Level 3: Office of Gustave Eiffel. Scale model presenting the history of the platform.

It is here one will be able to see that the tower is of communication and transmission importance as it has dozens of antennas of radio and television.

There is a table while indicates the Parisian landmarks and distance of Eiffel tower from other places in the world.

http://www.hotelsorbonne.com/fiche/eiffeltower.html

http://www.ukstudentlife.com/Travel/Tours/Paris/EiffelTower.htm

Engraved names: The names of 72 French scientists, engineers and famous individuals were graved by Gustave Eiffel, under the first balcony, with 18 names on each side. This has been done to pay tribute.

Commemorate the French presidency: In mid-2008, the tower was lit from the outside in blue.

Visitors Comments, suggestions, tips and their experience

Paris’s Image:

· Place to fall in love with.

· For the ultimate romantic feeling, there’s no need to travel across the globe.

Words from Eiffel tower manager: Melissa Drumheller::

· “At nighttime, it’s very romantic, “and Eiffel Tower is a popular romantic destination.”

· “During the day, you get a view of all these mountains which is a phenomenal view.”

Suggestion by visitors:

1. Visit at Night: It is agreed that Eiffel Tower is magical at night, going up to different elevations ad observing streets of Paris is a visual delight, and makes you realize why Paris is called “City of light.” http://www.france4families.com/paris/RegionsParisAttractionsEiffelTower.htm

2. Tour to mechanical room: Visitors interested in mechanics can have a look of how Eiffel tower works. Original machineries are placed with current Eiffel tower control room, and the visitors can learn about the construction of the tower.

Http://www.parisescapes.com/paris_eiffel_tower_tips.html

Http://www.french-at-a-touch.com/Newsletters_and_Articles/facts_about_the_eiffel_tower_x.htm

3. Send a Postcard: On the First floor of the tower is a post office. Send postcard with Eiffel Tower postmark to make the trip memorable.

Http://www.ukstudentlife.com/Travel/Tours/Paris/EiffelTower.htm

4. Souvenirs: Around Eiffel tower one can find many vendors selling the Eiffel tower souvenirs, interested people can buy.

5. Visit to the website: visit to the Eiffel tower website’s news page, it lists current events taking place on the tower.

Http://www.parisescapes.com/paris_eiffel_tower_tips_page2.html

Http://192.5.73.104/attractions/on_the_strip/eiffeltower.html

Experience of one of the visitor’s to Eiffel tower:

– Akash Bhasin

My day started with the touring of the Eiffel tower. The tower has glass-walled elevators which get to the first, second and top platforms. There is a ticket to enter the tower which is around 12-14 euros. Nevertheless, I purchased the ticket and started my journey, the journey of eiffel. Everything about eiffel is special, starting from the entry gate, the glass-walled elevators which gives you a wide view of the lovely city. As there are three levels in the tower, I halted at each one of them as I wanted to have the feel from different altitudes. At last I reached the Top most platform of the eiffel tower. The moment I stepped outside the elevators I was flabbergasted with the view I saw. It was a lifetime view, the one I used to see in my dreams. As I was on a height of 300 meters, there was fear inside but I outstripped it and moved towards the corner. The view of the Paris city I saw from there cannot be defined. It was the most mind-blowing and fabulous scene I have ever in my life. From the top I could see the sienne river just below me, the high-rise just opposite the tower, a playground and traffic moving like ants. The humans from the top were barely visible. On the Top platform, there were arrangements for a pantry and other basic necessities. There was a room in which an effigy of Gustave Eiffel was placed. In another room, there was a list of countries and their distance from the ‘Eiffel tower.’

I saw India distance that was about 6600 kms, I felt great to see that.

I stayed for an hour on that platform and gazed at the view so that I can capture it through my eyes and store in my memory forever and ever. It was lovely, it was great. I actually felt that love in the air, felt like in serene nirvana.

This is the moment of my life I actually lived.

Statue of Liberty

Introduction: The Statue of Liberty or known as Liberty Enlightening the World is a sculpture on Liberty Island in New York Harbor, it was designed by Frederic Bartholdi on October 28, 1886. The statue was a gifted to the United States by the people of France. The female figure represents Liberates, the Roman goddess of freedom, she holds a torch and a tabula ansata i.e., a tablet which represents the law upon which is inscribed the date of the American Declaration of Independence. A broken chain is placed at her feet. The statue is an iconic symbol of freedom, liberty and of the United States.

Idea and people behind its making: Bartholdi a sculpture was inspired by French law professor and politician Edouard Rene de Laboulaye, he commented in 1865 that “any monument raised to American independence would properly be a joint project of the French and American peoples.”

In June 1871,Bartholdi went to New York Harbor, he their fixed on Bedloe’s Island as a site for the statue, because vessels arrive in New York has to cross that island, which is owned by United States government.

In 1875, Laboulaye offered that the French can finance the statue and the Americans canprovide the pedestal and the site for it. Bartholdi visited U.S President Ulysses S. Grant, where he was assured that is would not be difficult to get the site for the statue. The framework was by Euge-Emmanuel Viollet-le-Duc and Alexandre-Gustave Eiffel.

Public appearance of the statue: Bartholdi completed the head and the arm holding torch, before the statue was completely designed; two pieces were exhibited for publicity at international expositions. The arm was displayed in New York’s Madison Square Park between 1876 to 1882.

Fund-raising: Efforts were made to raise funds for construction of pedestal in America, but till 1885 work on the pedestal was a big question due to lack of funds. Publisher Joseph Pulitzer started a drive for donations to complete the project. This campaign inspired over 1,20,000 contributors.

Construction and Assembly: The statue was constructed in France and was shipped to United States and it was then assembled on the pedestal of what it was then named Bedloe’s Island. The statue’s completion was celebrated by New York’s first ticker-tape parade and a ceremony by President Grover Cleveland.

Encharge: The statue was under United States Lighthouse Board until 1901, then it was under Department of War till 1933; since then, it has been looked after by the National Park Service.

Renovation: The statue was closed because of renovation in 1938. In the early 1980s, it was found that it had deteriorated to such an extent that a major renovation was required. For the same reason statue was closed from 1984 to 1986. The torch and a large part of the structure were then replaced. After the September 11, 2001 attacks, the statue was closed for safety reasons. It then reopened in 2004. It’s again scheduled to close by late 2011.

Meaning of the statue: The seven rays form a halo or an aureole. They mean the sun, the seven seas, and the seven continents, and the torch represents Liberty enlightens the world. Bartholdi’s model’s concept, a female figure in represents liberty, wearing a stole (which is a gown and cloak, and it is common in depictions of Roman goddesses). The face was modeled after sculptor’s mother Charlotte Beysser Bartholdi. He gave it bold classical look and applied simplified

The erected statue is over a broken chain, it is half-hidden by her robes and it is difficult to see from the ground. He decided on to a tabula ansata, a keystone-shaped tablet which is used to realate to the concept of law, he chose to inscribe “JULY IV MDCCLXXVI”, indicating the date of the country’s Declaration of Independence.

Usage of the statue as an Icon: 1971 US airmail stamp depicted the head of the Statue of Liberty.

It appeared on coins which were issued to mark its centennial in 1986. An image of the statue was decided for the American eagle platinum bullion coins in 1997. It also appears on the back side of the currently issued series of Presidential Dollar which are currently circulating coins. Two images of the statue’s torch also appear on the current ten-dollar bill.

In between 1986 and 2000, New York State had issued license plates on which statue was used. The “Women’s National Basketball Association’s New York Liberty” uses both the statue’s name and its image as their logo. The “New York Rangers” of the “National Hockey League” had the statue’s head on their third jersey which began in 1997. The “National Collegiate Athletic Association’s” 1996 “Men’s Basketball Final Four”, again had statue on their jersey and used it as their logo.

Replica in circulation: A tiny version of the original statue, approx. one-fifth the height of the original, was gifted by the American community in Paris to France. For a patriotic tribute, “the Boy Scouts of America”, as part to encourage and strengthen the Arm of Liberty campaign in 1949 to 1952, donated about two hundred replicas of the statue to states and municipalities across the United States.

Media: In the movies, the torch of the statue helped to set the climax of director Alfred Hitchcock’s 1942film Saboteur. The statue was featured as the most famous cinematic appearances in the 1968 picture Planet of the Apes, in which it was shown half-buried in sand. It was destroyed in the science-fiction films “Independence Day”, “The Day After Tomorrow”, and “Clover field”. In Jack Finney’s time-travel novel “Time and Again”, the right arm of the statue, played a crucial role.

On October 15, 1924 it was announced to be US National Monument, and in 1984 it was announced to be a UNESCO world heritage site.

Presentation to Public: Inside the statue is a museum for visitors to get to know about the history, importance of the place and about the great minds behind its making, for this the picture gallery is set there, they have audio visual media and multimedia presentations for explaining it easy and convenient way.

For kids special program has been installed to get to know the place better and understand it in fun and easy way. For this a program called “Junior ranger” has been set up in which children from age group of 7-12 can participate. Children are given assignment sheets in which they have to complete the assignment which asks questions about the Statue, answers to which could be found from visiting museum and asking questions from the ranger. In this way the children learn about the statue which will remain with them for time, and as a reward on the completion of the assignment they get certificate and a batch.

The Wall of Honor

The American Immigrant’s Wall of Honor at Ellis Island, which is outside the statue, is the largest Wall on which names are written in the world. Over 7,00,000 names are currently inscribed.

People can have your family name inscribed at Ellis Island. Along with the inscription people receive a certificate and their names will be listed in Ellis island’s website which is an online virtual wall, which can be viewed world wide over the Internet.

Benefits of a Name on the Wall of Honor:

It is a permanent inscription on “The American Immigrant Wall of Honor”, which featured exhibit at the “Ellis Island Immigration Museum.”

A listing is done of the honoree’s name and their country of origin, on the “Virtual Wall” where it can be viewed by the world.

And, most importantly, people know that for ages to come their family’s name will be on display at “Ellis Island”, which honors their family’s unique contribution to America’s heritage.

Visits to places (for primary data collection):

Red Fort: It is known for magnificent history of India, where Kings stayed and gave their judgement. To explain the history of India to audience the light and sound medium is used as a tool. Human mind retains more when it hears or see, rather than what it reads, so they work on the same lines and presents history in a fun and interesting way.

Gandhi Smriti: It is place where Gandhiji spend last few days of his life. It is an interactive museum, using electronic media. It try to explain about India and Gandhiji’s Life, they work on the lines of the more you do it yourself the more you gain. I observed the visitor themselves get so involved that it definitely creates an experience and the visit become worth and does not go waste.

Finding and Analysis

Now in 21st century due to time factor and pollution the marking of the Delhi observatory has become invisible, which means it does not work anymore. Now when visitors visit this place they do not understand how it used to work, because it was all visual game. Though the shadow falls, but the observer needs the marking to find out the time.

Visitors to Jantar Mantar and

Their activities: {VISUALS}

What do visitors do in Jantar Mantar:

1. Get their pictures clicked.
2. Climb up the stairs.
3. Walk.
4. Relax.
5. Wait when some official work nearby has.
6. Some read the description on the boards.
7. College goers come to pass time when they bunk classes.
8. Couples find this place private.
9. Hang out with friends.

There are two options available to describe the instruments at Jantar Mantar, guides, and these descriptive boards.

Visitors visit and their feedback:

One of the visitors to the observatory was a Physics professor from Bangalore, he was extremely keen to understand the instruments because of which he went through every descriptive boards. He was able to get a fair idea that different instruments are used for different purpose. But he was not able to understand how it used to work, what are the different components in an instrument about which is described in board.

He was bit upset on his visit, so he gave suggestions to improve the place.

1. To have a scale model of all the instruments, so that the visitors can visually observe the time without imagining reading description about it.

2. As the place is closed in night, and it has a lot of meaning for night time i.e, stars are tracked by using instruments, so to make the visitors clear picture

Gallery should be developed.

3. Descriptive boards can be more for one instrument as one board which has too much of text is bit unpleasant to read, it will increase the amount of information which the visitors get.

4. Mentioning of other near by places in Jantar Mantar.

5. The descriptions could be more in audio visual form which the will enable the visitor to retain the images in mind.

6. Package should be developed for educational trips to the place.

From other visitors:

Something should be done to bring out it functional value to the visitors as the main aim to visit the observatory is to observe time.

Current image of Jantar Mantar from visitors point of view:

So now Jantar Mantar has built an image for itself in the mind of visitors’ especially local people, which is that it’s a place

1. To have fun,

2. Where you can hang out,

3. It has apparently become the famous place for the couples because of which many youngsters go there for bird watching,

4. it is famous for all protest related activities in the city.

Visitors see this place like this because what they want they do not get to see that there, i.e., The working observatory.

Visitors from the entire globe come to view this ancient astronomical delight to fill their curious minds about the usage of the various tools and methods applied during those past centuries for calculations and predictions, but their curious minds remains unanswered.

For now Jantar Mantar is not creating or have impact on visitors mind, it fails when it comes to leave an impact on visitors mind. It’s not the fault of the place or the monument since it is an observatory and visitors visit it to see how in ancient time, these giant structures used to work, they come with curious minds which apparently remains curious because there answers do not get solved, as the observatory is a non working structure now as its marking has got erased over the period of time.

A place builds its image at following step:-

On the visit plays a major role as the visitors come to the place and experience it but if that experience is not memorable or something that person does not feel proud about his post visit activities would not be there, as in the visitor will not spread about it, will not post anything/less on internet, will not be encouraged to write articles.

1st visitor’s post visit become the prior to visit of the 2nd visitor, so it’s a circle/ chain which is followed.

Example: when the 1st visitor visits to Eiffel tower, on the visit he is offered a package to experience so many things, and he takes back home a bag full of experience and memories so post visit he will be encouraged to spread about it amongst the friends, will upload pictures, write up on internet and will share the memories with people around, will have souvenir to share, and will be encouraged to write an article. :: this is what happens when people come after their tour to Eiffel.

Now his post visit will be prior to visit for other potential visitors, who will be encouraged to plan a visit to the place.

Conclusion

Jantar Mantar being an astronomical and astrological observatory has all visual appeal and because of it’s non working instruments its main motive has disappeared. Visitors visit a place like observatory expecting to make observations using instruments, markings and shadow but on their arrival the scenario changes. In short, their experiences are not great in terms of gaining or understanding the purpose of the monument.

While the other tourist places attract more tourists and have a better name because they let their purpose of existence come across the people and they make sure it does not wash off, which creates a space in memory of visitors.

Synopsis

Jantar Mantar, Delhi, is place which holds great astronomical and astrological value since 1700’s when it was build my Jaipur’s Maharaja Jai Singh Sawai II, to track the stars, sun and moon placement.

The present day scenario is that everything sells because it try to creates a memory or emotional bond with the people.

Jantar Mantar is one of the monuments which attracts large number of audiences one of the reason except for its values is that its in Connaught place. Observatory is not working now, the visitors except for large red structure don’t get to see anything as the observatory is something in which you observe and not imagine, the same happens with every visitors. A lot of imaginations go in for those who are interested in knowing the working of observatory, which can be misleading.

Now, it’s the age to sell place by providing a unique experience, the other tourists places are doing it by creating an whole package for the visitors, which they can take home as a nice experience.

Travel has become a part of lifestyle and tourist plans there tour keeping in mind the place which suits there style.

The tourist places follow it, although it make the place commercial and might hurt the sentiments of the stake holders, but for doing so related authorities should agree and then think about the changes, and improvements.

It’s the time when Jantar Mantar s

Milan- The Fashion Capital

Salve (Greeting in Italian)

The fashion capital of Italy, the city of Milan oozes fashion and luxury. This city is a shopper’s paradise that is world renowned for its various flagship brand stores and boutiques. The fashion shows held during spring and autumn brings the world’s best supermodels, fashion designers and paparazzi to Milan .It is also the financial and business capital of Italy. Despite being known as a fashionista’s city, Milan has numerous historical buildings and churches that beautifully showcase its rich heritage. It is also well known for its art galleries. Milan brings out a beautiful blend of the modern lifestyle and the medieval culture and heritage attracting numerous travellers throughout the year. It is also home to A.C.Milan, the famous Italian football club.

Best season to visit Milan

Milan experiences moderately hot summers and cold humid winters. During winters from November to February, average temperatures can fall below freezing point and snow fall is quite common. Summers are sultry and humidity levels are high. However the skies are clear and the months from July to September is recommended as the ideal time to visit Milan.

Highlights (Things to do and experience in Milan)

Stroll through the fashion streets of Milan to experience the upscale fashion world and trendiest clothing.

Enjoy a fashion show where the latest fashion styles and designs are showcased.

Watch a football match featuring the local club A.C.Milan at the famous Giuseppe Meazza stadium.

Enjoy the aerial view of Milan from Duomo roof which offers a spectacular panoramic vista of the city.

Explore the electric nightlife of Milan at any of the numerous clubs, pubs and restaurants.

Relish the traditional Italian preparations like Pizza, pasta, macaroni, etc. at any of the authentic Italian restaurants or cafes. Also popular are the numerous Italian ice cream shops.

Hotspots of Milan (Things to see)

Zona Centro Storico-

Duomo/ Milan Cathedral– Situated at the heart of Milan at Dumo square, this majestic cathedral is the 3^rd largest in the world and the biggest tourist attraction in Milan. The spectacular roof, outer facade, spires and statues leave most visitors awed. One can also climb up the spires to enjoy the lovely views of Milan. Museo Del Duomo showcases the construction details of the majestic Cathedral.

Piazza Del Duomo– Located in the center of Milan, this is the most well-known and beautiful square in the city. It houses the 18^thcentury royal palace, the cathedral, galleria, statues and numerous other historical structures.

Museo Del Novecento– Situated in Duomo square, the museum displays 20^thcentury art.

La Scala theatre– This 18^thcentury opera house is one of the world’s most famous ones which has had many popular artists perform.

Bagatti Valsecchi museum– Converted from a 19^thcentury mansion, this museum houses a massive art collection of Italian renaissance.

Piazza Mercanti– This medieval square also known as Merchant’s square is quite captivating and has numerous buildings and houses in gothic style architecture.

Pinacoteca Ambrosiana– This museum houses some of the fantastic works by popular Italian painters like Da Vinci, Raphael and Cravaggio, and is definitely a must visit during your Milan holidays.

Ca Granda Old Hospital– With captivating pathways, this is one of the most prominent buildings in Europe from the renaissance era.

Piazza Castello-

Castello Sforzesco– It is a large castle where the rulers of Milan lived during the renaissance period. It presently houses many museums.

Parco Sempione– This large landscape garden is quite popular and houses a lake, a tower and an arch. Museo Della Triennale, which is located here, is a famous design museum.

Galleria Vittorio Emmanuele– Built in the late 19^thcentury, it is considered to be the oldest shopping mall in the world. In addition to the shopping experience, its architecture and designs would leave even the non-shoppers delighted.

Cimitero monumentale– This massive cemetery is arguably the world’s most beautiful one with fabulous sculptures and tombs.

Pinacoteca di Brera– This museum showcases a wide range of art collections and Italian paintings. The iconic painting “The Kiss” by Francesco Hayez is displayed here.

Santa Maria delle Grazie-

Chiesa Di Santa Maria delle Grazie– A UNESCO world heritage site, this basilica is one of the spectacular creations of the renaissance era. Both its exterior and its interior works are absolutely stunning.

The Last Supper– The very famous painting by Leonardo Da Vinci is exhibited here. Tickets are sold pretty fast and it is best advised to book itbeforehand.

Basilica di Sant Ambrogio– Built in the 11^th century in Lombard Romanesque style, this basilica is well known for its exquisite architecture, altar and pulpit. It was partially destroyed during World War II.

Chiesa Di San Maurizio al Monastero Maggiore– Another UNESCO world heritage site with numerous paintings, this church is a tribute to the renaissance era.

Cinque Vie historical district– This is the ancient Milan! With numerous ancient roman sites, buildings and churches this must visit place in Milan takes you back to a bygone era.

Shopping in Milan

Milan is a world renowned fashion trendsetter and a fashion shopper’s paradise. The city boasts of a wide range of shopping avenues like designer’s emporia, retail outlets, unique boutiques and second hand shops. Major fashion brands like Armani, Gucci, Dolce Gabbana, Prdad and many more have their premier flagship stores in Milan. There is absolutely no dearth for shopping avenues in Milan.

Fashion Quadrangle– This fashion paradise situated between Duomo square, Cavour square and San Babila square has numerous streets with prime brand shops, prestigious boutiques and upscale showrooms. One can find a wide range of luxurious, glamorous, trendy and fashionable clothing. The most popular streets in this hopping area are Montenapoleone Street, Vittorio Emanuele Street, Manzoni Street, Sant Andea Street and Della Spiga Street. This is a must visit destination and one of the major Milan tourist attractions for shopaholics.

Buenos Aires– This Street has a wide range of shopping avenues, is a shopper’s paradise and is considered the longest in Europe.

Brera district– Along with numerous fashion stores, it also has many art galleries, cafes and restaurants. The open air markets here offer some wonderful merchandise.

Fiera Di Senigallia– This flea market in Porta Ticinese area opens up on Saturdays making it a great place to stroll around and shop.

Brand stores– Major brands have their flagship stores, boutiques and designer stores in Milan and have a cornucopia of fashion merchandise.

Other shopping avenues– Piazza Del Duomo, Via Dante, Piazza Dan Babila, Galleria Victor Emanule and Corso Giacomo Matteoti are the other wonderful places to shop in Milan.

How to reach Milan-

Milan has two international airports, Malpensa and Linate. Malpensa with two terminals is the main airport and has shuttle services between the terminals. Malpensa express trains link the airport to central Milan. There are also frequent buses which connect the airport to the city center. Taxis are easily available from Malpensa to central Milan, but are expensive. Linate airport is closer to the city and majorly serves the domestic flights and a few from other European cities. There are numerous bus and taxi services that run between Linate airport and Milan city. Trenitalia (state railways) trains connect Milan with almost all other Italian cities and with many European cities such as Barcelona, Zurich, Munich, Paris, Vienna, etc. Milan is well connected to other Italian cities by various motorways and one can easily drive into the city. Lampugnano, the main bus terminal of Milan provides numerous buses to and from Milan.

How to get around Milan

Metro– With three different lines (red, yellow and green), Metro is the best way to get around Milan.

Trams– Trams still play a big role in the transportation industry of Milan. Colored in green, yellow and orange, they are a true symbol of Milan and very convenient to commute across Milan.

Buses– Buses are comfortable, punctual and connect to various parts of the city.

Trains– Milan also has a suburban railway system connecting metro area towns with the city center. However, they are not as frequent as the metro.

Taxis– Taxis are expensive and can be either booked via phone calls or can be hailed on the street.

Cars– Driving cars around the city center during peak office hours is definitely not recommended as Milan is well known for its traffic congestions.

Walks– Many of the major tourist destinations are within a short walk away from each other. Also some of the tourist spots have been made pedestrian only making it all the more enjoyable.

Top areas of Milan

Centro Storico– The major tourist attractions revolve around this area, which is filled with museums, galleries and historical structures. The very popular Milan Cathedral is also situated in Centro Storico. As a result, there are numerous cafes, restaurants and hotels catering to the wide range of tourist requirements.

Stazione Centrale– Stazione Centrale is the main railway station of Milan. There are numerous shopping avenues, restaurants, cafes and some of the best Milan hotels in this area.

Porta Venezia– Porta Venezia is one of the historical gates of the medieval Milan. There are presently numerous shops, supermarkets and one of the ideal places for budget accommodation in Milan.

Centro- Brera– Located in the center of the city amidst all the historical buildings and numerous shops, Centro Brera is one of the top areas of Milan.

Navigli– With numerous bars and cafes, Navigli is well known as a pre- dinner drink area and frequented by both tourists and residents.

Citta Studi– Citta Studi is a popular area which houses numerous hotels. The various branches of University of Milan and a number of prominent hotels are also located here.

San siro- fiera Milano city– Stadio Giuseppe Miazza, a popular football stadium is located here and is a popular tourist spot.

Porta Romana– Well known for its former historical gate, Porta Romana has numerous buildings, shops and hotels.

Sempione– This area is well known for its Sempione Park and Piazza Castello which has numerous tourist attractions.

Bicocca- Zara– With numerous hotels, restaurants and shops, Bicoca Zara is a preferred area for accommodation by tourists.

Grazie (Thank you in Italian)

LANGKAWI ISLAND

Langkawi, the beautiful archipelago of Malaysia, is shrouded in mythological legends. Its actual history & origin has lost its course in the passage of times. According to the legends, the term ‘Langkawi’ is said to have connections with the kingdom of Langkasuka, which is centered in the present Kedah. The historical documentation is little; however, the Chinese Liang Dynasty record (500 AD) refers the kingdom of ‘Langgasu’ as being established in the 1st century AD.

Another reference of the island’s name has been made in the book The Legends of Langkawi by Tun Mohamed Zahir. It says that the term ‘Langkawi’ is a combination of two Sanskrit words, Langka (beauty) and Wi (innumerable). As per the book, Langkawi means the place of immense beauty. One more reference states that Langkawi means Eagles’ Island. According to it, the term Langkawi is a combination of two words Lang and Kawi. Where ‘Lang’ is a corrupt form of Malay word ‘helang’ which means eagle, ‘Kawi’ means marble.

Since both eagles and marble are found in abundance in Langkawi, probably the place was named after the fact. Indeed, the Eagle Square at the island was built to commemorate its name. About 200 years ago, according to the folklore, a young woman, name Mahsuri, was accused of adultery and was executed by the people in spite of her earnest innocence. Just before her death, Mahsuri laid a curse on the island that it will remain barren for seven generations. That’s about the mythological history of Langkawi.

As far as political history is concerned, the Sultanate of Kedah used to rule over the island. In 1921, when Kedah was conquered by Siam, Langkawi also passed in the ruling hands. The Anglo-Siamese Treaty of 1909 transferred the holding power to the British, who held the state until freedom, excluding a brief period of Thai rule under the Japanese occupation of Malaya during World War II. The Thai influence can be still seen in the culture and food of Langkawi. In fact, Thai language is also understood by many people on the island.

Langkawi is a picturesque archipelago that is known for its exceptional natural magnificence. Every year, thousands of tourists reach this spectacular place in order to fulfill their long-cherished vacation at Langkawi. In case you’re also wondering how to reach Langkawi, leave your worries aside as the island boasts of pretty good network of airways and waterways. Getting/ traveling to Langkawi from any part of the world is possible owing to the Langkawi International Airport. Beside, The langkawi Is connected nearby via ferries, boats and cruise Langkawi also can be reached:-

By Air

Langkawi International Airport, which is about 20 kms from Kuah, has direct connections with Penang, Kuala Lumpur and Singapore. It also operates international flights to and from some destinations in the peak season. The flights that frequently run to and from the airport are AirAsia, Malaysia Airlines, Silk Air, and Firefly.

By Road

People, traveling by road, have to head for Kuala Kedah or Kuala Perlis (sited on the north-western coast of Peninsular Malaysia), which are the main points from where ferries to Langkawi take-off. The drive from Kuala Lumpur to Kuala Kedah takes about 6 hours while Kuala Perlis takes 7 hours. At both the points, car parking facilities are available.

By Rail

The Malayan Railway offers comfortable and efficient rail services from Kuala Lumpur to Alor Setar and Arau, from where one can take a taxi or bus to Kuala Kedah or Kuala Perlis and from these places, one can take ferry in order to reach Langkawi

By ferries, By Boat and By Cruise

Boats and ferries can be taken from Kuala Perlis or Kuala Kedah to reach Langkawi. Some special ferry services to Langkawi are also available from Penang Island. Moreover, ferries also operate daily between Satun (Thailand) and Kuah. Another option to reach the island is cruise ship. From Port Klang and Singapore, cruises are available to arrive at Langkawi.

Langkawi is a beautiful archipelago of as many as 104 islands. For sure, many of these islands are accessible and boast of amazing natural beauty. Pulau Langkawi, which measures about 478.5 sq km, is the largest of these islands, while Pulau Dayang Bunting is the second largest one. When viewed from the air, many other islands appear to be sheer dots in the azure waters of the Andaman Sea. A majority of the islands comprises unique rock formations with impressive stalactites and stalagmites, limestone outcrops, lush forests, mesmerizing waterfalls and mystifying caves. These islands offer a range of water sports, recreation facilities and a delightful world of marine life to the visitors. Scroll down to know more about the islands of Langkawi, Malaysia.

Pulau Dayang Bunting

The Pulau Dayang Bunting is known to be the second largest island of the Langkawi archipelago. The island, about 18 kms from Kuah Town, is located on the southwest of Langkawi Island, next to Pulau Tuba. It is easily accessible from Kuah Jetty or Pantai Cenang. The island owes its name to Tasik Dayang Bunting (literally means Lake of the Pregnant Maiden). More

Pulau Singa Besar

The Pulau Singa Besar, literally the Island of Big Lion, is a beautiful island and a constituent of the Langkawi archipelago. Located 17km north of Kuah, the island extends 6.5km from north to south and 2.5km from east to west. Pulau Singa Besar is to be found between Pulau Beras Basah to the west and Pulau Dayang Bunting to the east, in the southwest of Pulau Langkawi. More

Pulau Tuba

Pulau Tuba is a strikingly beautiful island which is 5km south of Langkawi Island. It is one of the only two inhabited islands of Langkawi archipelago. Tuba Island owes it name to tuba roots, which are abundantly found on the island. In geographical terms, Pulau Tuba is a mountainous island with very little plains. It boasts of picturesque beaches and serene locale. More

Pulau Payar

Pulau Payar is a striking island that together with three other small islands makes a marine park, called Pulau Payar Marine Park. This park is operated by the Fisheries Department of Malaysia. Here, one can enjoy the fun activities like water sports, hiking and get pleasure from the breathtaking views of the surrounding sea.

Pulau Rebak Kecil

Pulau Rebak Kecil is another picturesque island equidistant of Pantai Cenang and Pulau Rebak Besar. Its sandy beaches and forested trails make the island popular amongst day trippers. On the island, there are a few chalets for travelers who wish to stay overnight. Like most of the other islands, this one too, is easily accessible from the Langkawi Island.

Pulau Rebak Besar

Resplendent with natural beauty, Pulau Rebak Besar is developed as a marina for the adventure-seekers. It, still, boasts of pristine natural state, and has several spectacular beaches with leafy foliage and turquoise waters. Being easily reachable from the Langkawi, the island is a preferred destination in the excursion itinerary of tourists.

Pulau Intan Besar

Pulau Intan Besar is a typical island where one would love to hideout. It is absolutely covered with forests and is totally inhabited. The central part of the island is cloaked in massive ancient trees, while coconut palms dot the beaches. This quiet and serene island is a lovely retreat for bird-loving naturalists and people looking for solace.

Pulau Tiloi

Pulau Tiloi, also called Pulau Bunga (Island of Flowers), is an island known for its tropical flowers. It is managed by the Malaysian Agricultural Research and Development Institute (MARDI).

Langkawi’s hottest USP is its scintillating beaches; the beaches which are not only marked by warm sun, white sands and sparkling waters but also by serenity and tranquility. Certainly, the beaches of Pulau Langkawi are known worldwide for their pristine beauty and exotic vegetation. Some of them are also rated amongst the best and the most secluded beaches in the world. Truly, these beaches serve as a perfect hideaway to spend those picture-perfect holidays.

For beach-loving people, Langkawi is a treat as they can find many picturesque beaches over here. Where Pantai Cenang captures the limelight being the longest and liveliest beach on the island, beaches like Datai Bay and Tanjung Rhu are loved by people for their tranquility. So, whether you want to get into some adventurous water sports or have a liking for book reading, you will find numerous beaches to suit your taste. Check out a few of Langkawi Beaches.

Burau Bay

Burau Bay Beach, called Pantai Teluk Burau in Malay, is one of the tranquil bay areas in Langkawi. It’s actually a narrow beach where the rocky Gunung Cincang descends abruptly to meet the sea. Sited on the west coast of the island, this beach formerly used to be the resort of the Piped Hornbill.

Datai Bay

The Pantai Teluk Datai, literally Datai Bay Beach, is amongst the premier beaches of Langkawi Island. It is generally typified by boulders at its both ends and dense forest in the background. To be found on the north coast of Langkawi, Datai Bay is the area where some of the most luxurious resorts are sited.

Cenang Beach

Cenang Beach, known as Pantai Cenang in Malay, is the most happening beach of Langkawi. Located on the south-western tip of the island, the beach is about 18.4 km from Kuah. It features fine sands, crystal clear waters, elegant casuarinas and lofty coconut trees.

Kok Beach

Pantai Kok is a tranquil beach on the beautiful island of Langkawi. This soothing beach is to be found about 24.8 km away from Kuah, on the western tip of Langkawi Island. Being located in a secluded area, it is the best site for honeymooners and solitude seekers.

Tengah Beach

Pantai Tengah, which literally means Middle Beach, is the next best beach after Pantai Cenang. This vibrant beach is sited about 550 mtrs south of Cenang in Langkawi. It is quieter than the latter one and that’s why, it makes the right place to lighten up.

Black Sand Beach

Pantai Pasir Hitam, which literally means Black Sand Beach, is a spectacular beach on the island of Langkawi. This short stretch of beach lies 2kms west of Tanjung Rhu Beach. The shoreline boasts of sand, which isn’t completely black but it’s actually like a mixture of black sand and normal sand.

Tanjung Rhu Beach

Tanjung Rhu Beach is a pleasing beach on the northernmost tip of Langkawi Island. This lengthy beach is tasseled by casuarina trees which actually bestowed name to the beach (since ‘Tanjung’ means cape and ‘Rhu’ means casuarina).

Shark Bay Beach

Pantai Teluk Yu literally means Shark Bay Beach in Malay. This beach is actually contiguous to Pantai Pasir Hitam but doesn’t have the black mineral deposits. Unlike what the name suggests, the beach has shark-free and absolutely tranquil waters.

Batu Hampar Beach

Pantai Batu Hampar is marked by rocky outcrop and boulders on its both ends. This composed beach presents a picturesque sight amidst its natural beauty, coconut and mangrove trees. This stretch of beach is almost hidden as it is enclosed by rocky outcrops.

New Bay Beach

New Bay Beach is called Pantai Teluk Baru in Malay. The small bay of this beach crafts a natural refuge for fishing boats. Here, if you wish, you can ask a fisherman to let you accompany him on a fishing trip. On the whole, this stretch of beach is pleasurable.

Sandy Skull Beach

Pantai Pasir Tengkorak, which literally means Sandy Skull Beach, is another tranquil beach on Pulau Langkawi. As per the folklores, the beach has been the witness to the bloody battle between the local and the invaders (Thais). Its waters are crystal clear and calm.

Banyan Beach

Pantai Beringin, literally Banyan Beach, is located near Kuah Town in Langkawi. It features mangrove stumps at its ends. This serene beach is tasseled by swaying coconut palms.

Langkawi is acclaimed to be the Duty Free Port, which provides enough grounds to the shoppers to throng the island. If to be stated in real terms, Pulau Langkawi is a haven for bargain hunters. It offers an impressive range of local and imported goods, and the best part is all this comes at great prices. The collection of items boasts of cameras, watches, electronic goods, handicrafts, crystal wares, clothes, liquor, cosmetics, perfumes, leather goods, confectionary, cigarettes, ladies accessories, etc.

Being a duty-free island, Langkawi is perhaps the best place to grab some really good bargains. The majority of the shopping opportunities are found in the main commercial area-Kuah Town. Here, you will come across several stores and malls which provide an assortment of tax-free goods at affordable rates. If you’ve already browsed the malls of Kuala Lumpur, you’ll definitely feel dearth of brand names in Langkawi. But it’s for sure that all the shopping centres have a decent stock and collection of items.

To get brilliant souvenirs, Craft Cultural Complex is a best place to head for. In the variety of handicrafts, you can choose from batik, traditional Malay clothes, ornamental objects, crystals, traditional pottery, etc. Also you can look into the Zone Shopping Paradise Duty Free Centre at the Underwater World where numerous items can be fetched at decent price tags. Teow Soon Huat Departmental Store, which is sited just outside Kuah, is another shopping outlet worth exploring. Scroll down to get the list of major shopping places in Langkawi, Malaysia.

To catch the glimpse of beautiful places and sights is the prime concern of every soul coming to Langkawi. Getting around this striking island is possible through a good network of roads and means of transportation. To your hard-core relief, Langkawi boasts of a pretty good network of roads. Though local transport is available, people prefer driving themselves and exploring the island of legends. If you’re not comfortable in driving, you can hire taxis which are widely available on the island. Langkawi, being a major tourist destination of Malaysia, definitely has pricey fares when it comes to taxis. Other means to move around the island can be arranged by the resorts.

By Car

Cars are available on per day rental basis. Just after disembarking from the ferry, many car rental agents throng the Kuah jetty exit, offering their cars at various prices. During low season, price may start from RM30 per day for a compact car; but never expect less than RM80 for the same car in the peak season. Otherwise, you can make arrangements for a car in Kuala Kedah or Kuala Perlis with any of the car agents waiting around the ferry counters. And upon reaching the island, you can pick up your car. Moreover, cars are also available on hire from the booths at the airport.

By Motorbike

Like cars, motorbikes (particularly scooters) and bicycles are also available for rent. During peak season, motorbikes can be fetched for up to RM25 per day. However, bicycles can be hired for RM12 per day and also serve as a great means to explore the island. Definitely, hiring motorbikes and bicycles is cheaper than renting a car. It is advised to wear helmet and more so because it is required by law. Usually agents are not strict about noticing a valid license.

By Bus

Boarding buses could be another way to get around the island. However, there are a few buses that run to and from on few bus routes. Kuah and Pantai Cenang are the only two areas where regular buses can be found. In other areas, there are very few bus stations, which also have hardly any bus service. It takes long time to wait for buses and reach the destination. Usually, taking buses is not recommended to visit the island.

By Taxi

Public transport in Langkawi is mainly provided by taxis. Here, taxi fares are priced according to the destination and not by meters. It is most easy and convenient way of getting around, though it is bit expensive. A short trip can easily cost about RM15. You can also charter the taxi for a day or for few hours. Throughout the island, taxis can be easily found and chartered as per your convenience.

Beijing – Peking!

NC? hCZo! (Hello in Mandarin)

Beijing is the second largest city in China and is known for its culture, politics and education. Beijing in Chinese means ‘Northern Capital’ and was known by many other names in its earlier days. It has been the home for the Ming and Qing dynasties and is surrounded by hills. This city, which hosted the Olympics in 2008 has a population of over 20 million and is the most populous city in China. A lot of tourists visit this vibrant city to see the city of culture and relish the traditional food and tea. You will also be fascinated by its various temples, architecture, culture, and museums. While you are here, do ensure that you see the Great Wall of China, one of the wonders of the world.

Best Season to Visit Beijing

Beijing has a continental climate with hot and humid summers and cold winters. Summers are very hot, but this doesn’t deter the tourists from visiting the city. Spring in Beijing is dry and warm and you will see dust storms. Smog can be a huge challenge as well which is more during winters. You will also see snow in winters with temperatures going below -10 degrees. The best time to visit Beijing is in the months of September and October (Golden Autumn season).

Highlights (Special things to do in Beijing)

Visit the largest square in the world, the Tiananmen Square.
Be amazed at seeing the Great Wall of China!
Explore the Forbidden City (Palace Museum), which is a UNESCO Heritage Site.
Learn about Peking man and ancient archeological discoveries at the Zhoukoudian Peking Man Site Museum.
Visit the Lama Temple, which is the most traditional and magnificent among the numerous temples in the city and the best place to see the Tibetan traditions and prayers.
Visit the interesting Bell and Drum Towers, which was used for time keeping in the earlier days.
Visit the world famous National Stadiumalso known as the ‘Bird’s Nest’.
Watch the theatre performances and acrobats that are unique and different from any other city in the world.
Enjoy the sunset at Houhai Lake on a romantic boat ride with your loved one.
Enjoy a peaceful leisure stroll at the Beihai Park.
Explore the courtyard and streets of Hutong by walk or cycle rickshaw.
Relish Beijing’s most famous Peking roast duck, lamb kebabs, candied haw berries at its restaurants or at the street shops.
Experience visiting a Tea House, which has acrobatics and other folk performances at the tea ceremony.
Relax at the end of your vacation with a Chinese massage with aromatherapy or shiatsu.

Hotspots of Beijing

Tiananmen Square: This is the largest square in the world and is one of the top things you have to see when in Beijing. The Square has numerous tourist attractions around it – Museum of the Chinese Revolution, Museum of the Chinese History, Great Hall of the People, Qianmen Gate, Monument to the People’s Martyrs and several others.

Great Wall of China: You can plan an afternoon to see one of the wonders of the world. You can see the ruins of the Great Wall, which was built by the Ming Dynasty. The Badaling stretch of the Great Wall with its beautiful landscapes is spectacular and will make you ponder how it was built in the earlier days. If you are fit, do attempt to trek at the Great Wall and make it an unforgettable experience.

Forbidden City: Known as the Purple Forbidden City in Chinese, this is a UNESCO World Heritage Site and home of the Palace Museum. It has the largest collection of ancient wooden structures preserving historical findings about the Ming dynasty. The architecture and collection of paintings is marvelous here.

Summer Palace: Located by the Kunming Lake and Longevity Hill, the summer palace is a UNESCO World Heritage Site. The Tower of Buddhist Incense is a prominent structure and can be seen from any part of the palace and garden. It is a popular tourist attraction for its architecture, gardens, bridges, temples and for the serenity around the palace.

Beihai Park: This is the largest park in China. It is located by the lake and is famous for its numerous temples, structures and temples in the park. The highest point on the Jade Flower Island is the White Pagoda which is a prominent structure. Nine-Dragon Wall at the Five-Dragon Pavilions is famous across the country for its artistic paintings. There are several pavilions, temples and gardens inside the park which is a unique experience that you would like to see again.

Beijing Zoo: The Beijing Zoo is popular for its adorable Pandas at the Panda Hall. The zoo has 16 exhibition halls with its most famous ones being the Panda Hall and the Gorilla Hall. The zoo has polar bears, giraffes, elephants, zebras, kangaroos, golden monkeys and various other animals. It is a perfect place for kids who will be fascinated and excited to see all the animals.

Shopping in Beijing

Beijing is known for its artistic craftsmen who create curios, silk, ivory carvings, pearl, jade and lacquer. You can shop for a lot of things in Beijing, which includes clothes, curios, jewelry, electronics, traditional silk printed items, artistic lacquer items and unique house decors. The popular shopping centers in the city are Xidan Commercial Street, Wangfujing Street, Hongqiao Pearl Market, Lufthansa Centre, Qianmen Street, Jade Factory and Silk Market. You must visit the Tea Street or Maliandao Tea City that have a large number of tea stores who stock an exceptionally high variety of tea. If you want to buy antiques then Panjiayuan Flea Market and Colored Glaze Factory are the places to visit.

How to reach Beijing

By Air – Beijing Capital International Airport (second largest airport in the world) is the main airport and caters to both international and domestic flights whereas Beijing Nanyuan Airport is a domestic airport. The airports are well connected with taxis and shuttles. Be careful about the taxi you take from the airport and make sure that the queue manager guides you to the right taxi.

By Train – Beijing Railway Station is the main station; there 4 other stations – Beijing West Railway Station, Beijing East Railway Station, Beijing North Railway Station, Beijing South Railway Station and Huangcun Railway Station. The main station, West and South connect all major cities within the country, Russia and North Korea. The others are smaller stations with lesser scheduled trains.

By Road – There are several expressways to Beijing which are very well maintained and easy to commute by car. There are National highways as well connecting other major cities within the country.

By Bus – There are long distance buses to/from Mongolia and Shanghai. The city has over 20 bus stations connecting all cities within the country. There are sleeper buses, regular and express buses. You can also avail meal services if you pay additional charges.

How to get around in Beijing

Taxis are the best way to get around in the city and also the most convenient and easily available anywhere in the city. The taxis are comfortable cars and fares are reasonable. The minimum starting fare is ? 13 for 3 kilometers and then additional ?2.3 per kilometer. The downside is that not all taxi drivers speak English and you could waste time in traffic jams. Black cabs are more expensive. If you hire a cab be prepared for traffic jam delays and complicated routes. Subways have good connectivity to all parts of the city; they have English markings and are faster to travel to any part of the city and cheaper. Buses are also cheap but crowded and only some buses announce the stop names in English; the bus stop boards are not in English. Beijing has excellent bike lanes on all major streets and offers a good way to explore the city. Minibuses are ideal for countryside travel.

Top areas in Beijing

Beijing City Centre – This is the main financial center of the city. Most of the finance and media companies operate from the skyscrapers in this vicinity. The view of the city center from the Beijing TV Centre at night is spectacular. Beijing CBD International Business Festival is the most famous festival held here. The real estate prices in the area have been on the rise in the last decade.

Chaoyang – The area has Beijing’s Central Business District and is famous for its restaurants, shopping, nightlife and the tourist attractions – Chaoyang Park , Chinese Ethnic Culture Park , Happy Valley Amusement Park , Side Park, Dongyue Temple , National Stadium , National Indoor Stadium , Olympic Sports Center Stadium , Art Museum of the Beijing Fine Art Academy, Blue Zoo Beijing, China National Film Museum, Sports Museum, World Trade Center Tower III and numerous art galleries and theatres. Chaoyang has the maximum tourist attractions in the city and is always busy bustling with tourists.

Dongcheng – The city’s most famous Tiananmen Square is located in Dongcheng and this is surrounded by numerous tourist attractions – museums, galleries, parks, theatres and shopping arcades. Poetry Cafe located in the area is a unique cafe with a lot of travel and photography information.

Xicheng – This is part of the old city in Beijing and is home to many tourist attractions that are rich in history and traditional architecture. There are numerous temples and parks and also Qianmen, Beijing Zoo, Fayuan Temple, Huguang Guild Hall, Capital Museum, Beijing Zoo and Aquarium and several others. National Centre for the Performing Arts stands out for its architecture and is a must see place if you visit Beijing.

Haidian – Located less than an hour from the center of the city is Haidian which is famous for its Summer Palace, Old Summer Palace, Five Pagoda Temple, Purple Bamboo Par, Beijing Botanical Gardens, Fragrant Hills, World Art Museum & Millennium Monument and Haidian Theater. Haidian is also famous for its shopping at New Wudaokou Clothing Market, Wudaokou Clothing Market and Golden Resources Shopping Mall and for electronics at Dinghao and Hailong. There are several clubs here that have live music bands playing among which D 22 is most famous. Sculpting in Time, Propaganda and Lush are popular pubs in the vicinity.

Wangfujing – This is the most famous area in the city for shopping. You will see tourists in the area only for shopping; majority of the people who reside in this area are locals. The area has high end homes with the Qing dynasty and other aristocrats residing in the vicinity hence the name as Wangfu means ‘princely residence’.

Houhai – The name means ‘Rear Sea’ in Chinese. It is a beautiful area that is famous for its lake. You can go for a boat ride during the day or at night both of which have stunning views of the city and landscapes. The area is famous for its restaurants, pubs, bars and nightclubs along the lake which attracts a lot of young locals and tourists.

Xie Xie! (Thank You in Mandarin)

Tourism which plays an important part in the economy of Vietnam creates lots of jobs and export value. Nevertheless, there are still many difficulties that Vietnam has to overcome in order to make our dream becoming one of countries which is famous for tourism come true.

Vietnam is one of members of Southeast Asia, which has a lot of exciting economic activities in general and tourism in particular. Vietnam has a lot of advantages to develop tourism. Therefore, to make Vietnam an ideal tourism destination, our country should have specific strategies for this goal.

First, one strategy for Vietnam tourism development is international cooperation. In order to stimulate sustainable tourism growth, the Vietnam government should increase the cooperation with many countries around the world, especially Asian ones. For example, many events were held for the friendship and solidarity of Vietnam and Laos in 2012. To mark the 50-year anniversary of 2 countries’ diplomatic relations and the 35-year signing of friendship and cooperation treaty, Vietnam organized the third Vietnam-Laos friendship festival. In addition, Vietnam has cooperated with Japan tourism authority and will receive 1 million Japanese arrivals to Vietnam in 2015. The 40th day of remembrance of bilateral relationship between Viet Nam and Japan in 2013 in culture, sports and tourism activities is an important landmark for the bilateral tourism cooperation. From these examples, we can see that to improve tourist industry, Vietnam should boost international tourism cooperation with other countries and international organizations, and links our tourism market with regional and world tourism ones. Moreover, Vietnam should expand bilateral and multilateral cooperation relationship to gain the support of other countries and international organizations, accelerate Vietnam’s tourism development and integration, and increase the image and status of Vietnam’s tourism in the international arena.

The second strategy to improve tourism industry is infrastructure development in line with environmental protection. For a sustainable tourism development, it is extremely necessary that the tourism infrastructure system should be invested appropriately. Vietnam opened its door to the world in 1994. Vietnam has a lot of tourism potentials. Vietnam is changing to make tourism better. Vietnam should pay attention to the number of air transport of passengers when the country becomes the favorite destination for international visitors. We should upgrade and expand the system of international airports, increase the well-equipped planes, open new routes to many cities in the world, and increase the quality of the flights to meet the needs of tourists. For example, Vietnam is planning to build Long Thanh international airport with a large amount of capital investment to serve more foreign tourists. In recent years, Vung Tau has been a specific example of developing infrastructure in line with environmental protection. Vung Tau city has measures to conserve the environment. Many hotels in Vung Tau have met criteria on the environmental protection and contributed to saving energy. Furthermore, many tourism areas and hotels in Vietnam should focus attention on investing in standard systems of treating sewage and garbage, clearing beaches, cultivating trees, looking after gardens, and creatingclean environment and beautiful scenery to serve tourists.

The next is human resource development for tourism. Vietnam needs to have some plans to develop human resources for tourism industry both in terms of quality and quantity. The tourism human resources in Vietnam should learn occupational skills and knowledge. They are directly influencing service’s quality, tourist’s satisfaction and the professionalism of the tourism sector. Schools and universities specializing in tourism should develop a network of strong tourism training establishments with modern technical and teaching equipment. The purpose of this training is to build the professional tourism labor force having practical skills and experience to please the tourists coming to Vietnam. Vietnam should diversify tourism professions that will help to increase the tourism workforce and competition with other countries. Reinforcing foreign language for people who work in tourism is a necessary factor to help Vietnam integrate with the world’s tourism industry. In the past, many tour guides couldn’t speak English and other languages, or they only used body language with simple words to express what they wanted to talk about. In a competing environment with other countries, Vietnam should invest in training labor force with ability of communicating with foreigners fluently. Our countries should have many programs about sponsoring the excellent or well-qualified students to study overseas to widen their mind about tourism, which is very helpful for Vietnam. After they have experience of tourism business from many countries, they will contribute what they learn to the construction of nation.

According to the travel recommendation, Vietnam is facing many challenges, fierce competition with countries in the region such as Malaysia, Thailand, Cambodia. On the other hand, the neighbors have very huge marketing investment campaigns in order to increase the attractiveness of tourism market, so the ability to attract tourists in Vietnam becomes more difficult. On July 11^th 2012, group of international experts came to Vietnam to assist our country make a tourism marketing scheme and a plan for tourism growth in the future. The experts aided the Vietnam National Administration of Tourism (VNAT) to develop advertising schemes in 3 terms: short, medium, and long. In addition, they helped VNAT analyze information from 7 important markets. From experts’ report on trademark concepts, communication channels, marketing instruments and action strategies. Vietnam acknowledged that advertisement was a key point in developing tourism and increasing the competition in international arena. Vietnam’s tourism industry should have a strategy and clear developing target for marketing activities, and effectively advertise about the diversity of tourism products offered and main tourism areas, prolong the time of visitors’ temporary residence to attract tourists back. Moreover, we should have tourism websites introducing destinations, and expand the system of foreign travel offices to make the marketing better. Vietnam pressingly needs to use many new trademarks and contemporary advertising tools to highlight its tourism image.

With the coastline of over 3000 km, 2700 small and large islands, many beautiful beaches and famous bays, Vietnam has a lot of opportunities for sea tourism development such as Vung Tau, Da Nang, Nha Trang, Ha Long, Phu Quoc, Phan Thiet… From now then on, Vietnam should push beach-island tourism effectively. Sea tourism is considered as a scheme and a strong point in Vietnam tourism. One of well-known destinations that attracts a large number of international tourists is Ha Long bay belonging to Quang Ninh province, and widely known by the beautiful landscape of limestone. Besides, Nha Trang and Da Nang are places having charming beaches on the world. The sea tourism industry attracts approximately 70% of international visitors, 50% of domestic tourists annually, and accounts for 70% of turnovers for the whole tourism. Moreover, Vietnam should focus on building many standardized hotels in coastal regions. It is necessary to organize the sea tourism fair at national and international levels to develop brand and affirm position of Viet Nam sea tourism. Organization of the Viet Nam international sea tourism fair will contribute to promotion of sea tourism in Nha Trang – Khanh Hoa in particular and Viet Nam in general. The growth of sea tourism not only helps people living near the beaches have jobs but also stimulates economic development. In addition, sea tourism of Vietnam should connect with national protection, security, and establish marine tourism areas to be able to compete with other countries.

In the past, Vietnam was a nation having a long period of time in preventing invasion from strong enemy such as China, French, USA; therefore, nowadays, it becomes an interesting places which foreign visitors are curious to discover about its people, custom and culture. This is a good opportunity for Vietnam to develop cultural tourism. We should open many tours to famous destinations that still keep historic landmarks (Cu Chi tunnel, palace of independence) or cities having ancient features ( Hanoi capital, Thang Long citadel, Hue old capital). In addition, many traditional festivals should be encouraged to contribute to introducing the beauty of friendly culture to international friends.

In conclusion, it is forecasted that in the next 10 years, Vietnam tourism industry will continue to grow rapidly. Nevertheless, to encourage the tourism potential of the country, we should know to take advantage of development chances and make good our shortcomings in coming years, which makes tourism play an important part in the national economy.

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MGM Grand Ho Tram Beach is one of only the few large international players which are granted with permission for casino operation in Vietnam recently. In Vietnam, gambling is still a sensitive issue. On October 8 2012, Members of National Assembly’s Standing Committee debated a draft decree on electronic gambling for foreigners. Mr. Vuong Dinh Due, Minister of Finance stated that this business was approved 20 years ago to entertain the demand of foreigners and attract more investment to the country. However, there are some current regulations on licensing conditions were not suitable anymore with the upcoming social-economic circumstance and some laws approved recently such as the Investment Law or Enterprise Law. Most members of the Standing Committee supported the new decree, which specify only foreigners and Vietnamese people who hold foreign passports or foreign residency permits are allowed to join the gaming function (VIETNAMNET 2012). Moreover, there was another draft decree on casino management released by Ministry of Finance stipulating that the foreign investors looking for a chance to open new casinos must inject at least US$ 4 billion to the project and they can only receive the casino operation licenses after they finish project development (Tu Giang 2012).

Despite all strict rules and regulations from the government on this gaming industry, many projects are still on their way to set up or advance their scale of operations. In October 2012, Donaco Singapore which is controlled by two grandsons of Mr. Lim Goh Tong, the founder of Genting Berhad, has announced the share-sale agreement with Australian company Two Way Ltd. in the running of Lao Cai International Hotel, a premises had been licensed of gambling function and located near to the border with China. The hotel operated successfully which generated US$12.5 million of revenue and net profit after-tax was US$6.2 million in 2011 (Ngoc Linh 2012). Other large players in this sector are Silver Shores Hoang Dat Co. in Danang, Genting VinaCapital Co. in Hoi An, Royal International Co. in Lang Son and Hai Ninh Loi Lai Co. in Quang Ninh. Following a report by the Ministry of Finance, the revenue from prize electronics games has been risen gradually in recent years of around 10-15 per cent per annum and the total turnover in 2011 hit VND5 trillions (approximately US$ 240 millions) (Tran Thuy 2013). Meanwhile, ACDL started to kick off the second part of the MGM Grand Ho Tram Beach Project in October 2012 and Mr. Lloyd Nathan, CEO of ACDL, was confident to say that MGM Grand Ho Tram Beach is the only one integrated resort with a major US brand actually opens in Asia during the next five years (Linh Tu 2012).

Together with the potential and economic benefits from the gaming sector, there are some social problems could be solved if the government really open the doors for the Vietnamese citizens to the casinos. In spite of the fact that gambling is illegal in Vietnam, there are many people still take participate in the underground gambling activities throughout the country. On November 29 2012, more than 200 police officers successfully caught over 100 gamblers and seized several billions Vietnamese Dong in the largest-ever gambling den in Northern Vietnam. Local residents believed that this gambling den had operated for decades and attracted gamblers from many provinces in Northern Vietnam (Nhung 2012). Besides, many Vietnamese people have crossed the border to go to Cambodia for gambling. Based on a survey by the Ministry of Public Security’s General Department of Crime Prevention and Control, it was estimated that around 3,600 Vietnamese citizens go to Cambodia on gambling purpose daily, and it could rise up to 5,000 on Saturdays (Tuoi Tre 2012). Naga Corp., the operator of a casino chain in Cambodia stated that 40% of their revenue came from Vietnamese (Tu Hoang 2012). It could be even worse if the gambler ran out of money in Cambodian gambling premises and he/she was kept by the lenders. Some of them committed suicide after that because they had mortgaged their own life for the betting money (Thanh Nien 2012). All of these issues could be dealt if the government carefully considers allowing the Vietnamese nationals come into the casino in domestic, so it is easier to control the gambler and reduce the negative impacts from illegal gambling.

The next part will focus on the operation aspect of MGM Grand Ho Tram Beach to see how they are going to make profit from this project as well as the liabilities towards the society and their stakeholders.

MGM Grand Ho Tram Beach, located in the Ba Ria – Vung Tau province, is the first phase of Ho Tram Strip complex to be managed and branded by MGM Resorts International. It consists of 541 luxury guestrooms and suites in a hotel tower and 13,600 square metres are of gaming space which lays down 90 tables and 500 electronic gaming machines. There are also a 4,000 square metres conference and convention center which features state-of-the-art audio/visual equipment and lighting facilities. In addition, MGM Grand Ho Tram Beach comfort its guests by a full range of nine world-class restaurants which serves various kinds of cuisine such as Vietnamese, Cantonese, Japanese, French and three differently designed bar, lounge and ultra-lounge. All other facilities such as spa, retail shopping areas and beach recreational activities which are expected in any destination resort are also available to entertain all visitors. The second tower of MGM Grand Ho Tram Beach contains 559 guestrooms and suites will bring the total room complement to 1,100 (ACDL 2012). Compared to other gaming hubs in Asia such as Macau or Singapore, the unique factor of this project is the site itself. “It is one of stunning beauty-2.2km of beach. So whereas there are many resorts that are looking to create artificial beaches and artificial wave pools, we actually have the real thing on our doorstep”, said Mr. Nathan Lloyd, CEO of ACDL (Jalal 2012). This is the wonderful place appeal to people to take their family vacation. Although the gaming sector is expected to have higher contribution to the revenue of the resort, non-gamers are still the important target. Within around 8 million Vietnamese people visiting Ba Ria – Vung Tau province annually and many people go there as a weekend getaway, MGM Grand Ho Tram Beach with excellent non-gaming amenities would be the best choice of destination (ACDL 2012). On the gaming side, premium players are expected to come from places such as Mainland China, Korea, Japan, Thailand and India as well. There are around 6 million foreign tourists come to Vietnam annually and many expatriates living in Vietnam would be the main source markets for the casino operation. The other source could be about 3.5 million Vietnamese people oversea who hold foreign passports or foreign residency permits and tend to come back to Vietnam at the Lunar New Year (Jalal 2012). Another key factor which could attract both gaming and non-gaming visitors to MGM Grand Ho Tram beach is the well-known MGM tradition of performances and live concerts around the year. These various activities would happen in many different places inside the resort such as ballroom, bar, ultra-lounge and beachside. The Greg Norman designed 18-hole Championship golf course which is expected to be completed in this year could be also the favorite destination of many VIP guests as well as golf players in the Asia region (Van 2012).

In the other hand, MGM Grand Ho Tram Beach puts a great concern to its staffs and the local community. ACDL has created around 4,000 construction jobs and hired 2,000 people to work in the first phase of the MGM Grand Ho Tram. Mr. John Shigley, President and COO of MGM Grand Ho Tram, said the training programs would focus on the local market and be ongoing for the management and staff hired. After that, all staffs would receive extensive training in computer skills, language skills, customer service and all technical aspects of their jobs (Van 2012). MGM Resorts International also offered training and curriculum to many young Vietnamese students in a number of colleges and universities in Vietnam to work and make a strong start for their career (Jalal 2012). Beside the career development, MGM has some of the most strict and rigorous regulations and standards to monitor the gambling in casinos. MGM is interested in creating a regulated, secure and safe environment for gamers. There are measures would be taken to ensure only persons who could properly game would be allowed to do so. “Whether Vietnamese can play or not depends on the laws of Vietnam, but we only allow foreigners”, said CEO Nathan Lloyd (Tu Giang 2012). Asian Coast Development Limited, the owner of this Ho Tram Strip project, has shown its social responsibilities by many activities such as donation of 10 houses to Xuyen Moc Commune to improve the life of disadvantaged people in the local community. In October 17 2009, the Company visited and aided the flood victims in Quang Ngai Province with VND360 million in funds directly to the families worst affected by the storm. Also in October 2009, ACDL held a party for Ho Chi Minh City’s Dieu Giac orphanage after funding to provide an entirely new roof to the school and supply new recreational facilities for 126 children in this centre (ACDL 2012).