Part A
1. Explain what you understand about the concepts and practices discussed in the two given papers,
2. Comparing the two papers, which paper/author’s view do you find more persuasive, and why?
3. Are there any other journal papers written surrounding the topic, which support your views? Give examples and why?
Part B
1. Based on your understanding of the literature (from part of the assignment), relate the literature findings to your own experience or one company’s practice (case study) to discuss the significance/impacts of the concept/practice.
Tourism industry is flourishing due to increase in the travel destination sports by the travellers from different parts of the world. The industry generates high rate of income and creates more employment opportunities for the nation. However the challenge within the industry has tremendously increased. This has been one of the reasons the exports analyses the reason for the changes that needs to be introduced for increasing the tourism industry performance. In this process, the challenges and opportunities within the industry has been analyzed. Through this process, the management analyses the challenges and develop effective strategies through which the changes can be implemented. In order to find the impact of the tourism industry the comparison of the industry has been due from two research papers.
In ‘destination and enterprise management for a tourism future’ by Dwyer el a., 2009 the relevance of the tourism has been highlighted. The author highlights the kept factors for the tourism industry which enables the authorities to identify and deal with the required changes through which the tourism industry can be improved. The key driving force for the country varies and the development of the truism industry depends upon many factors. As per the author the level of competition in the travel industry has tremendously increased, and this forced the authorities to improve the strategies through which development of the industry can be introduced. The need for tourism stakeholders has increased and this has increased the need for improving the tourism industry through which the economic condition of the country can be improved (Buhalis, 2000).
Through strategic planning it is possible to identify the direction in which the tourism industry needs to be moved, as this will enable the authorities to introduce the required changes for improving the performance. Modern tourism has been integrated with different sectors that function towards upgrading the economic condition of the nation. The key driving forces for the improving the tourism industry has to be analyzed and the challenges involved with the process has to be implemented in an effective manner. The issues with the complex tourism industry can help the management or the authorities to introduce effective strategies through which the required changes can be implemented (Taylor & Chesworth, 2005)
Due to globalization and industrial development the tourism industry has been boosted. Through this method, demand for effective and impressive travel deals has increased across the world. The author has empathized the challenges and importance of the Australian tourism industry. Through this paper the relevance of the innovative tourism has been also included into the process. This is done to help and improve the quality of services intended to be provided through the tourism industry. Destination managers along with travel operator’s work towards improve the quality of services and avoid the strategic drift which can affect the plan for tourism plan (Stern, 2006).
The second paper is on ‘marketing the competitive destination of the future’ authored by Dr. Dimitrios Buhalis. The author focuses on the destination marketing, which is considered to be an important factor for improving the level of competition that exists in the industry. Destinations and its relevance need to be defined as this will help in the improvement of the services that is intended to be provided by different tourism industries in the world. The author has tried to synthesis the relevance of different medals that is being used for the strategic marketing or the management of different destinations that is located across the world (Kotler et al., 2010).
Marketing plans an important role in the business development and introduction of new and better strategies through which the changes can be introduced. Such factors form an important part of the sustainable plan that has been drafted and implemented by the management of the tourism industry. Destinations are defined through the relevance of the products and services, which is due through partnership deal. The partnership deals are entered between the tourism industry and public or the private companies that works towards the development of the industry. The cost for the tourism has been reduced due to the advent of better technology through which the essential changes within the business management process has been developed and implemented. The costs associated with enhancing the tourism costs has been reduced as well. Destination marketing is an important concept as this will help in reaching out to maximum number of clients from different parts of the market (Lusensky, 2011).
The work conducted by Dr. Dimitrios Buhalis is more persuasive as compared to the other one. The strategies are drafted after analyzing the tourism policies that exists worth different countries. In this process, the relevance for the regional development and the strategic plan has been also included. Such factors are expected to positively impact the marketing strategies adopted for promoting destination marketing.
In the first paper authored by Dwyer el a., 2009 the relevance of researching data for evaluating the competitive edge or situation exiting in the industry has been analyses. Different counters adopt various types of strategies that are meant to help the management in introducing the better strategies for improving the performance of the tourism industry. For this, the graphical data was collected by the management, through which the necessary information related to the promotion of the tourism industry has been analyzed. Through this method, the challenges and other factors associated with the implementation of the process for marketing of the services have been analyses. The research has been done from the future point of view, and the required changes within the system has been planned and introduced by the authorities. As per the author the future changes are unpredictable, however the strategies and policies can be developed with an intention of developing better strategies through which the changes within the system can be implemented (McCarhty et al., 2010).
The author states that there are no single driving forces that can encourage or impact the industry, by itself. In order to analyses the relevance of the marketing strategies, the author conducts a PEST analysis through which the changes within the marketing policies can be analyzed and introduced in an effective manner. The global driving forces for improving the performance of the tourism industry has been analyzed and presented through the work (Slattery, 2009).
In the second paper by Dr. Dimitrios Buhalis the relevance for promoting tourism has been given to the marketing facilities adopted for destination promotion. The process followed by truism industry from different parts of the world has been streamlined. This has bend ne with an intention of improving the quality of services intended to be provided to the client. The complex situation has been analyzed by the author to find the different factors that can affect the performance of the company (Gustavo, 2013).
The author states that the destination marketing is based on the experience and research method. Such factors enable the management of the tourism industry to find the better deals and offer the clients with the best possible services. In this process, the needs of the clients from different markets are analyzed, and the collected data are used for the defying an effective policy for improving the performance.
In order to understand the relevance of the destination marketing, the author has conducted strategic analyses where the complexity of the stakeholders and the industry has been analyzed. The demand of the customers and the changing phase of the industry have been analyzed for improving the quality of services intended to be provided to the clients. The paper conducts research on the main markets and the destination choices have been included in the research work. The destination marketing depends upon the different types of destinations that has been developed and introduced for the travellers. In this case, the author has analyzed the relevance of each one of them ( Hall, 2000).
Such factors play an important role in developing and implementing effective strategies through which the changes for the destination marketing can be implemented. In this process, the challenges involved with the task of marketing have to be analyzed, as this will help in implementing effective strategies for successful business conduct.
The article penned by Larry Dwyer and Ray Spur has been included in this work. As per the authored the tourism industry is developing and this has contributed towards the economic development of the nation. In this process the growth and the methods that is intended to be followed by the management has to be analyzed, as this will help in improving the performance for the industry. Due to advanced technology and increase in the demand form the customers, the changes related to tourism industry has become quite important. In this process, the authorities expect future growth which will improve the economic behavior for the nation. In order to attract more clients, the companies are now working towards developing more destination plans through which the changes can be introduced (Holjevac, 2003).
Conclusion
Developmental plan are essential for the improving the performance of the tourism industry in the globe. In this process, the changes intended to be implemented has to analyze and corrective measures has to be introduced. This will help in improving the performance and overpower the challenges that exist in the industry. Through the process, the changes intended to be implemented by the authorities can be planned and introduced by the authorities.
The challenge involved with the promotional activities for the tourism industry has to be analyzed as this will help in implementing the change through which the best products can be promoted to the clients. In this process, the challenges and other factors that are associated with the project exciting has to be analyzed. This will help in reaching out maximum number of clients and service the members with the better options (IPCC, 2007).
As per the presentation made by Dwyer on the tourism industry the author states the relevance of the conducting strategic management plan for improving the tourism industry. The leaders of the tourism industry play a key role in improving the quality of services that has been proposed to be rendered to the travellers from different parts of the world. In order to promote tourism it is necessary to develop strategic plans which include analyzing the challenges related to the tourism industry. In this process the plans for implementing the strategic changes has to be analyzed and introduced in an effective manner. Through this process, it is possible to approach the clients from the global market. The good management practice includes analyzing the changing global tourism needs and improving the strategies that would be considered to be useful for upgrading the services (Kang et al., 2012).
For this the external factors that and directly impact the performance of the tourism industry has to be analyzed. This includes evaluating the external environmental factors that can directly impact the business performance. The cross function decision has plays an important role in the development of the company and in introducing the changes that are considered to be essential for the management purpose. The challenges faced by the private and public enterprises impacts the business performance directly and thus the changes and the challenges involved with the process have to be analyses. Through this method, the factors that can affect the business performance of the tourism industry needs to be analyses and introduced in an effective manner by the authorities (Abrate eta l., 2012).
As per the author, it is necessary to conduct the target marketing system through which the changes within the system can be introduced. In this process, the challenges expected to be faced by the tourism industry is analyzed. Improper customer service is one of the major factors that impact the performance of the tourism industry. In this case, it is necessary to analyses the challenges that exists in the industry and develop effective strategies for handling the issues. The demand for destinations from the travellers is increasing. This is one of the reasons the demand for the effective marketing strategies are expected to be developed and implemented by the management. In this process, the challenges existing with the industry has been analyzed, as this would help in increasing the performance. Services provided by the industry are customer rented as this would help in approaching the clients and convincing for the sales of the products and services sold by the company (Becerra et al., 2004).
Risk management is another important factor through which the changes or the challenges involved with the process are analyses. Through this method, different factors that are related to risks are analyzed. This would help in improving the business performance and help the authorities to handle the risks involved with the system. In order to handle the situation, it is necessary to train the staffs and improve the work ability through which the changes can be introduced by the management. In this process, the business attempt to minimize the losses that are bound to incur in the process of business management. In this method, different factors that can impact the business performance and the challenges related to demand handling and others are closely evaluated. This would help in improving the performance for the company (Cavlek, 2010).
As per D. Buhalis for Tourism Managements the tourism industry depends upon the competition that exists in the industry. Due to increase in the demands from the clients, and constant policy changes made by the authorities, it is possible for selected few industries to sustain the tough competition that exists in the industry. The strategic plan for developing the industry and venturing new market has to be planned and introduced in an effective manner. For this, the management is expected to address the issues that are faced by the management at the time of introducing new travel products for the clients. Tourism strategies need to concentrate on different factors like visitation and evaluating the impact of the overcrowding, visitor safety, environmental problem, and other factors. Through this method it is possible to analyses the sensibility of the issue and develop better strategies through which the issues can be overpowered by the management. This is one of the reasons, it became important for the authorities to develop comprehensive strategies through which the required changes within the injury can be introduced (Dwyer, 2005).
The other challenge associated with the promotion of the tourism industry is with the adoption of different methods through which the marketing strategies for the industry can be adopted and implemented. For this, it is necessary to highlight the rich culture and other tradition through which the required changes related to the promotional activities can be introduced. The developmental program involved with the methods has to be analyzed as this will help in improving the production activities. Through marketing strategies the management attempts to analyses the challenges that exist with approaching to the clients. Through this process, it is possible for the management to analyses the challenges and introduces effective strategies through which the changes for the business or industry improvement can be introduced. The tourism developmental plan has to be analyzed and prepared in an effective manner. Through this method it is possible to introduce the required changes through which the production process can be improved by the management. For this it is necessary to develop and introduce effective life cycle analysis process, which would help in the business development process (Cetron, 2001).
As per Gustavo 2013 it is necessary to prepare effective strategies through which the promotional activities for the industry to approach the clients. The marketing strategies needs to include tend entails of the type of services that are intended to be provided to the clients. The process for the booking services and analyzing the requirements of the clients has to be analyses. This will help in improving the quality of services through which the changes can be implemented. The brand promotion and the method intend to be followed for promoting the services has to be designed and implemented in an effective manner. The factors related to the marketing strategies in the international market have to be analyzed as this will help in improving the performance.
The unavoidable structural changes have affected the process of the conduct of the tourism industry. In this method, the factors related to the macro and micro environmental issues have been analyzed. Through this method, an attempt has been made to provide the best possible services to the clients. In this process, the factors that can cause transformation within the industry are analyses. This is done with an intention of analyzing the global requirements and handling the uncertain changes through which the product or the process for promoting the tourism industry can be developed. The process includes promoting the social cultural factors which is one of the major factors that attract the international travellers. In this process, the technological change and it is important has to be analyzed. This would help in improving the performance and analyzing the challenges that can affect the business performance. The services are associated with providing with better information through which they intended changes could be introduced by the maturities. The challenges with the marketing process and the methods intended to be followed for marketing the services has to be analyzed. Through this method or process, it is possible for the authorities to develop positive and effective communication process which will enable to reach out to maximum number of clients (Dwyer & Forsyth, 2008).
Conclusion
Marketing and promotional activities for the tourism industry is quite an important factor. Through this method, the management attempts to introduce better strategies through which the changes within the industry can be analyzed and implemented. The future goals and expectations are analyses, as this would help in introducing the changes that are considered to be essential for promoting the tourism industry. In this method, the challenges are analyses, and corrective measures are introduced by the management to handle the issues. Through this process, the corrective measures can be implemented by the management. This will help in promoting the services.
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