Leaders and policy makers - making tourism more sustainable - Research Paper Example

?APPENDIX THE BUSINESS SCHOOL ELECTRONIC ASSIGNMENT FORM Dyslexic? YES/NO Please delete as appropriate This form is to be completed by the and submitted with the assignment to the relevant Programme Administrator on, or by, the required submission date. Please ensure your name is printed on every page submitted. Please note that you should always keep a copy of your assignments. Part A Name(s): Nigel Bruno Year/Group: 2011 – Cohort 5 Unit Title: Entrepreneurship Assignment Title: Leaders and Policy Makers- Making Tourism More Sustainable Please state no. of pages submitted in total including this page: Lecturer(s): Dr. Gordon Lui Submission Date: I declare that this assignment is all my own work and the sources of information and material I have used (including the internet) have been fully identified and properly acknowledged as required in the referencing guideline given in the Course Handbook which I received. Groupwork: all members should be identified at the top of this form, but only one member need submit the work. Please clearly indicate the name/letter of the group. Approval for Extended Submission: Approved Extension Date: (to be completed by the Programme Leader) Contents Contents 3 Eccardt, T. 2004, Secrets of the Seven smallest states of Europe: Andorra, Liechtenstein, Luxembourg, Malta, Monaco, San Marino and Vatican City. Hippocrene Books. 21 1. Introduction: This research paper “Leaders and Policy Makers- Making Tourism More Sustainable” will explore the impacts of policies and leadership capabilities on making tourism sustainable. The country chosen in this case study is Malta. The reason behind the selection of this industry and this country is because the researcher belongs to Malta, and has ample experience in this industry. Tourism is a very important industry and plays an extensive and lucrative role in the economy of any country. The countries which have explored and utilized their own tourism potential are leading the economic charts today all around the world. Analysis of economically developed and developing countries especially those which have a very high per capita income shows that most of these countries have efficiently developed tourism industry at home. Tourism brings foreigners which ultimately lead to increased foreign exchange which is one of the most important indicators of a developed country. For example, Switzerland which is 133rd largest country in the world area wise has 4th highest per capita income figures in the world. Although the economy of Switzerland is very strong and has been persistent over the time but their real source of economic stability and contribution comes from the well developed and lucrative tourism industry. The flourishing GDP of Switzerland is the result of well developed and organized tourism industry. (Aminu, 2009). Tourism industry in Malta can also bring huge foreign capital and foreign exchange to Malta with ample economical benefits. Malta has the tourism potential and can make the best use of it if policies are planned carefully. Tourism industry can be most beneficial if it is developed on a plan that would ensure the future sustainability. Leaders and policy makers can play a very positive and important role in developing a successful, lucrative and sustainable tourism industry. Planning sustainable tourism carefully can lead to sustainable tourism and regular growth of GDP through decades. This is what the policy makers must keep in mind while planning milestones and policies of any industry (Gupta, 2008). This report is based on secondary data. A lot of data has been studied to come up with this research report. Analysis of the situation has been done on the basis of existing policy documents. Malta’s climate and sea remain the primary reasons why tourists flock to this resort. A natural harbor present in the island, offering significant protection to naval vessels, has enhanced Malta’s strategic location for any conqueror that seeks to dominate the Mediterranean Sea. Romans, Normans, Arabs, British and French have held sway over this strategic island to pursue their imperial interests throughout history. Malta was under the British Empire’s rule in the year 1800 until it was granted independence in 1964. Tourism as an industry was virtually nonexistent in the 1960s until the government announced measures to spread the use of English and enhance the hospitality industry. Since the 1980s, tourism has grown exponentially with its contribution towards the economic development of the country (Bain and Wilson, 2010). Tourism remains an important part of the Maltese economy which is pretty evident in its 15% contribution towards the total GDP. Tourism industry in Malta has been able to enhance the local industry with increasing demand for goods and services from the major economic institutions like banks, transportation, hospitality, agriculture, and manufacturing sectors. The hotels and catering industry of Malta has been able to contribute in the most important economic indicator, employment. From the influx of the tourists, hotel industry has been able to generate significant employment thus ensuring economic stability. Tourism reportedly is responsible for 20% of foreign capital flows into the country (Bain and Wilson, 2010). Malta has sought to market itself as a tourist attraction that goes beyond the traditional theme of a sun and sea attraction. It has sought to diversify itself as a tourist attraction by focusing on its cultural heritage, medical services, and short holidays. Medical tourism has emerged as a recent initiative by the government by offering medical services in the field of cosmetics surgery, cardiology, orthopedics, oncology, and others. Many Maltese doctors are trained in the United Kingdom which boosts the confidence of tourists coming from other countries (Eccardt, 2004). Event tourism is another important aspect of the tourism industry in the country. Christian festivals are held with considerable grandeur and splendor for the faithful. An important festival is Holy Week in which religious parades occur throughout the countryside while food stalls are setup to cater the needs of the diverse tourists (Inskeep and Inskeep, 1991). Being a small island, Malta will continue to depend on tourism for its foreign exchange. The country’s climate, beach attractions, political stability, beautiful terrain and strategic location will enable it to attract huge numbers of tourists annually. It is essential for the government to diversify its tourism marketing strategies and provide incentives for local enterprises that can offer superior goods and services to tourists (Girard and Nijkamp, 2009). This research is organized in various chapters. The details of each section are as given below: 1. Introduction This chapter will introduce the topic of research for the reader. This research is about Sustainable Tourism in Malta and what role policy makers and leaders can play in it. Thus, the introduction chapter also has some brief review of Malta as a country and its potential as a tourist destination. 2. Methodology Every research is based on some methodology. Methodology is the skeleton without which no research can be completed. Methodology chapter will introduce in detail the researcher’s selection of methodology and will also explain why this particular methodology has been chosen in this case. Core Chapter This chapter will discuss in detail if tourism in Malta is sustainable at the moment or not. It will also discuss if improved policies can improve tourism and its sustainability in Malta or not. Further, this chapter will highlight the steps that should be taken to improve tourism in Malta. Policies that can help in developing sustainable and lucrative tourism industry in Malta will also be discussed in this chapter. This chapter will also highlight the importance of marketing for Maltese Tourism department. There are many countries and islands around the globe that fail to attract the reasonable number of tourists. The potential of these countries usually lacks the proper advertisement and marketing policies and strategies. Without proper marketing, no country would be able to attract the tourists and foreign exchange or capital. All of this discussion will be covered in this chapter. 3. Conclusion This chapter will present all discussions undertaken in the first 3 chapters in a nutshell to give a brief review. This chapter will conclude the discussion. The topic under discussion here is of utmost importance. Tourism potential if fully utilized can improve GDP figures and over all economic standing of a country at a good pace. Malta has great tourism potential and must try to utilize it. Methodology: To conduct an authentic and correct research, methodology is required to follow through the research. No research can be conducted and completed without the methodology as methodology is the skeleton of every research. The correctness and reliability of any research depends on the presence of methodology. It’s the methodology part that creates the flow of the research. In this research, the topic that has been chosen is the tourism in Malta along with its downfall. The research is basically focused on finding out the reasons for the downfall along with suggesting solutions, policies and recommendations for the revival of tourism industry in Malta. For this research, the researcher’s methodology is simple. A lot of data, and information about tourism in Malta was collected and studied to understand the significant problems residing in the tourism industry of Malta. The researcher had 6 weeks for this task. Out of six weeks, 2 weeks were dedicated to reading and point formulation. Another two weeks were used in the arrangement of all the relevant points. The last two weeks were used for writing and editing the draft. All data collection thus done is secondary in nature. To ensure that report produced by this research has integrity; data is collected from various reliable sources related to Malta tourism industry. For example, the facts and figures have been collected from the tourism department of Malta. As these figures come from official documents of Malta, they are authentic and correct. Thus the conclusion drawn on the basis of these figures and facts is very sound. This research is basically qualitative research. It is partly quantitative as well as a lot of data has also been studied. The data studied contains figures of GDP generated each year by the Tourism industry of Malta. Based on this fact, deductions are made regarding future policies which can help in the growth of tourism to make it sustainable in Malta. In addition to this, an appendix was developed that comprises of all the tourism related figures. These statistics were taken from the UN data and are authentic. Based on these statistics, an abstract was formulated that shows the tourism industry profitability and growth over the years in Malta. This appendix also shows the tourism growth and expenses in other European countries that are in competition with Malta in tourism industry. Based on these facts, the recommendations and conclusion was drawn that highlighted that the government’s role is very pivotal in the revival of tourism industry. The control over prices, sustainable food and services at the hotels and restaurants along with environmental friendly working environment has been considered as a major recommendation for the development of sustainable tourism in Malta. A detailed literature review has been carried out too. This literature review included study of official documents of tourism industry of Malta which are public property, study of some books related to sustainable tourism and the study of journal articles related to Malta, its economy, and it’s potential as a popular tourist destination. Core Chapter: Tourism is a major industry of Malta’s economy, which has high contribution in its GDP. Tourism is contributing approximately 27% of the national GDP of Malta whereas, Maltese Islands are receiving 1.3 million tourists approximately. This tourist figure is way above in comparison to the population of Island that is 413,609 (in 2008) (Rix, 2010). Maltese hotels and restaurants have full time employees which vary more than 10,000 people. For such a large number or tourists Malta has been able to establish huge amount of accommodation as well. In total, Malta has capacity of adjusting approximately 39,800 bed places that is further divided into 162 accommodation facilities. On average the foreigners stay in Malta for tour is 8.5 nights in 2008. The study of previous two decades however suggests that the stay of tourists has decreased considerably after the seventies and eighties where the approximate length of stay was expected to be 12 to 13 nights (Rix, 2010). Malta is the most popular tourist destination among the Europeans especially the British, Germans and Italians. These counties altogether accounted 58% of the entire tourist that have visited Malta. As per statistics of a study, the inbound tourists have the largest proportion of age between 45 and 64. As per another study in 2009, spending was per person was approximately 791€ that has decreased 4% since 2008. Although Malta remains an attractive tourism destinations throughout the year, but still there is seasonal inbound. In summers, the tourist spending is 37.2%, 43.6% in the “shoulder months” and 19.2% during winters. Whereas there is an off season for the tourism too that is spread from November to February, but rest of the year is active for tourist activities. These statistics can also be judged by the bed placement, as in August it is 86.3% however the average occupancy rate for the rest of the year is 57.5%. The best place occupancy is in 4 star hotels and worst ones are seen in the 2 stars or lower and in guest houses. It is just because the activities for tourism are mixed with local and domestic activities of Malta (Insight Guides, 2000). The mixture of local and tourism activities is the inability of Malta to produce significant amount of seasonal employment. As tourism is one contributing factor in Malta’s economy, so they can’t afford to risk the employment factor. Malta has formulated 20 years plan that has the main strategy to lessen the impact of seasonal tourism that is drawn on the tourism industry (Rix, 2010). Other than having a huge tourism industry, Maltese themselves are greatly influenced by the tourism. According to a survey in 2009 approximately 270,000 Maltese travelled for the tourism point of view in 236,000 destinations inside the European Union. The main countries for their tourism were United Kingdom, Italy, Germany and France. Approximately 65% of the households in Maltese are responsive to the surveys done for the income and living conditions normally. The growth of GDP in Malta in last decade reflects the global economic conditions and tourism frequency (Lanza, et. al., 2005). Details are available in appendix. The information included in the appendix has been extracted from the UN website. These figures were analyzed in depth to see the trend of tourism industry in Malta and other countries in Europe over a particular period of time. The attached appendix contains the relevant statistics in the category of inbound tourism, tourism expenditures, outbound tourism and outbound tourism expenditures. The statistics of Malta over the years shows that the arrival of tourists has increased along with the increased in the tourism expenditure as well. This increase in expenditure is not only due to the increasing number of tourists but also the price hike in the country from transportation to hotel services. The outbound of Malta shows very less tourist number. % Growth of GDP in Malta over the years Year Value 2007 3.79 2006 3.4 2005 3.21 2004 0.21 2003 -0.31 2002 2.61 2001 -1.61 2000 6.3 Source: UNDATA (2011) The years which show positive growth of GDP in Malta also had a good influx of tourists. Maltese is one great destination for the tourist for relaxation and experience the various cultural events. Though the bed occupancy level is significantly higher in 4 star hotels only as compared to 2 star hotels and guest houses, but the contribution of the tourists in the GDP of Malta has a high percentage. To further enhance the tourism industry in Malta to its fullest potential, government has been developing the programs, plans and policies for understanding tourists especially the British that visit the most (Eagles, et. al., 2003). Maltese islands are blessed with numerous mind soothing and heavenly destinations. The attractive sights and tourism destination in Malta have been able to offer the best relaxation and experience source for the tourists. A number of tourists head to these islands just to experience the deep blue water of the seas or the pleasure filled heat of the sun. Over the years the tourism industry has undergone many changes and has developed impressively. However, in the recent years, it is found that the tourism rate has been decreasing considerably. Fear is that this decline if continues would not only lead to decreased contribution in the economic sustainability but will also threat the tourism sustainability in Malta (Burns and Novelli, 2006). What is required for a sustainable tourism industry? As per the research and in-depth studies, the downfall of tourism industry in Malta recently has been because of the bad policies and careless attitude of the authorities that are actually responsible to plan and implement tourism policies in Malta. The leadership skills of the authority in terms of planning and implementation is struggling which is the main contributing factor in the declining tourism industry. The authorities do not put much focus into areas where they should be paying a great deal of attention. It is however ironic to see the carelessness and the poor structured policies regarding the tourism because tourism greatly contributes to the country’s economy. Simply put, better policies are definitely the need at the moment (Macleod and Gillespie, 2010). Now the question arises, what kind of policies should be implemented or what policies would contribute to save the sinking boat of Maltese tourism? The points indicated in sustainability need to be considered For that, the researcher had a careful look at the main causes of the staggering tourism industry. One of the main reasons for the downfall of tourism industry is high as well as increasing prices of airlines and other travel facilities including taxis and buses. In this regard, a price control policy is the most pivotal arrangement to promote the tourism industry. Customers should be charged a little above the costs incurred in delivering a service (Reisman, 2010). Excessive charges would certainly curtail the number of tourists. Policies regarding the price control should keep in view that the facilities being provided to the tourists should be affordable and the government should come up with adequate facilities and aids for the restaurants and hotels so that they can cut their costs which would ultimately lead to a less charge of services to the customers. Aid by the government to save the tourism industry also holds importance. There are restaurants whose owners lack sufficient capital to be invested in the business in order to increase the quality and standard being provided there. To deal with such circumstances, government can provide funds and investment for increasing the standard and quality of these hotels and restaurants (Reid and Bojanic, 2009). Policies should also be made regarding the marketing and advertisement of tourism industry keeping in view the culture and past history of the place. Advertisement would greatly help as it will increase awareness amongst the people, ultimately persuading tourists and ending up with increased demand. The authorities should carefully examine the falling of tourism rates and draft policies so that they can earn more foreign exchange (Sung Chon and Edgell, 2006). The tourism authority must make sure that the exchange they earn should be invested in tourism again to improve the standards and this way, by appropriate policies and measures, every area that needs to be worked on will be better than before. The drafting and implementing of policies should be a quick process as the adverse affect on the country’s economy is exacerbating (Ministry for Tourism and Culture, 2006). For sustainable tourism industry, Malta needs to consider the factors like environmental protection. As the transportation system has to be expanded due to increased tourism, the chances of creating pollution increases. Maltese authority needs to make sure that the transportation facility will be provided without harming the environment. In a country where tourism is rampant, resorts are made for attracting tourists. The authority must make sure that it would not harm the natural resources and greenery of Malta. In addition to this, Malta must make work environment for employees conducive enough which would motivate the staff to give their best performances. Malta being world famous for its tourism is blessed with numerous beautiful and breathtaking sights that are visited and liked by thousands of tourists every year. The islands of Malta present a wonderful sight with a combination of mountains and deep blue colored seas, both greatly complimenting each other. However, in the recent years, it has been observed that a considerable decrease in the number of tourists visiting Malta annually has occurred. There seems to be several causes for that including poor services at the hotels and the restaurants, high prices which people are not willing to pay, lack of attention towards the cleanliness of the sights, air lines and cruises demanding high prices (Ministry for Tourism and Culture, 2006). Looking at the beautiful sceneries that these islands present and the immense amount of history that they hold and depict, Maltese islands are magnificent in themselves. It is only the lack of attention of the authorities that is responsible for tourism in this country that has caused a decrease in the number of tourists heading towards these islands every year. If the authorities carefully analyze the causes and reasons that have brought this change then surely this can be overcome and in no time Malta would gain back the amount of foreign exchange that it earned every year by tourism. Simply put, the authorities have become careless and irresponsible towards their duties and they need to realize that their carelessness is bringing a negative change in their country’s economy. Also if this continues then their economy (since tourism is a major mean of earning exchange in this country) is going to suffer badly (Hall and Richards, 2003). All they need is sufficient provision of funds from the government and proper care and preservation of the beautiful sights that they have been blessed with. If they want to gain back their previous position then they need the right marketing mix and attention towards this issue. They need to control their price and not charge excessively because if they do, it would not be affordable to everyone. Proper policies should be presented and maintained in order to control the destruction that is being caused to the image of these beautiful sights (Rix, 2010). Right marketing mix means right prices, which has been explained already. In addition to right prices, right product and place as in which places they should focus more along with considering the demands of the customer. By using the right mix of product and place, the authorities would be able to satisfy the demands of the customers in a far better way. Then there is promotion which is found which has been one significant reason for Malta’s struggling tourist industry in the recent years. Proper advertisement is necessary for any business and for tourism, it is vital. Then since tourism is a type of service business, three more points that need consideration are people, process and physical evidence. This means that the people that cater the tourists should be humble and provide the right standard of services to satisfy the customer’s expectations. The delivery time of providing services shouldn’t take forever as the service industry is all about timing and management. Delay in services is only going to demolish the reputation among the customers (Hall, 2005). Malta being a SouthEuropean country is known to be one of the smallest and the most densely populated countries of the world. It is officially known as the Republic of Malta and the languages that are spoken are Maltese and English with Maltese being the national language of this region. Ever since Malta got independence from the United Kingdom, it has pretty much developed and undergone many changes but what has not changed in the least bit is the amazing archipelago which still depicts the history of these islands. Malta is world famous for tourism and tourists come here and have the time of their lives in these beautiful and heavenly sceneries that these islands present. As mentioned before, it is one of the world famous places for tourism and if you are passionate about exploring and experiencing places that depict their thousands of years’ old history then it might be one place that you would want to visit (Hall, 2008). Although Malta is popular for its tourism but it has been observed lately that Malta is struggling in some areas which it should probably put more focus into to save as well as increase the number of tourists that visit these islands every year. According to a number of people belonging to these islands, high prices of this region is a major cause of decrease in the number of tourists heading to Malta in the recent years (Smith and Siguaw, 2010). Now of course, if the prices get too high, it becomes a hindrance in affordability for those who have visited before and want to visit again. Other reasons, according to the recent surveys include high prices of air-lines and then the lack of advertisement, less entertainment venues, bad quality of food, restaurants and hotels, services etc (Hall, 2008). The tourism authorities that are responsible for tourism in Malta must turn up to their government for a decrease in the prices that are considerably affecting the tourism rate annually. Also, provision of sufficient funds by the government for better restaurants and hotels, increment in the quality and standards of the services, proper advertisement keeping in view the culture and past history is to be done and all this would help massively (Nash, 2005). Not only this but proper care and cleaning of the tourist places hold a great importance. Tourists would obviously want a nice, clean and breathtaking environment if they are paying high prices for the sightseeing (Olsan, et. al., 2007). Conclusion: Malta is a small island nation that is located in the Mediterranean Sea. It has an estimated population of 401,880 people. The economy is based upon the services sector that comprises 70% of the total GDP. Malta achieved independence in the 1960s from the British Empire. Since then, it has focused on developing tourism as a means of attaining economic independence and prosperity. Government investments have paid off as witnessed by the presence of a talented and qualified English speaking workforce. Local enterprises have been given incentives to operate in an efficient manner. In addition, infrastructure to support tourism has been developed in order to provide excellence to tourists. The services sector supports the tourism industry in an efficient manner. The country boasts a rich cultural heritage but its main attractions have been the beach resorts and sunny weather. The tourism sector has a ripple effect upon the Maltese economy because of its support to diverse sectors like hospitality, retail, financial, communication, etc. Tourists tend to spend money on purchasing products and services which helps to increase the revenues of the country. It can be said that tourism is the cornerstone of the Maltese economy because of its vibrancy and dynamism. Maltese tourism has grown because of several positive factors in its recent history. It has become a member of the EU which has made it an attractive holiday destination. Visa policies have been relaxed for European travelers. Other countries like Russia and Middle East have been granted visa concessions as part of the government’s plan to diversify its tourism industry. Inbound tourism has considerably grown because of smart and sound policies. Medical tourism and business travel are the fastest growing sectors within the tourism industry. The government has given incentives for these sectors as a means of diversifying its tourism industry. Malta’s entry into the EU holds considerable potential for the future growth of the tourism industry. However, the ongoing economic recession might retard the growth of the sector. The government needs to diversify its income streams as a means of achieving efficiency and effectiveness. Furthermore, a comprehensive strategy should be based upon boosting foreign investment and providing incentives to local enterprises that are direct or indirect stakeholders in the tourism industry. A probable solution offered by this report is that tourism industry of Malta should turn to the government for a better price control. Excessive prices in Malta are driving the tourists away. The hotel, restaurant and transportation costs have increased incredibly over the years which are affecting the tourism industry of Malta. Policies not only of the tourism department but also of the government in general must be made keeping Maltese tourism potential and the potential of GDP generation from it. The government along with price regulation requires designing programs of funding. The funding for tourism is essential at the moment. The government needs to make sure that the amount generated from the tourism industry after using the funds will again be used in the tourism dimension to keep the business sustainable. Travelers avoid going to places which cost a lot, which are insecure or which are not known to them. In addition to this, government needs to develop proper advertising and marketing authority that would take the lead in marketing the places in Malta along with several attractive packages. Not only the local marketing and advertisement tools can be used but the Maltese tourism industry can make the best use of internet marketing tools through which Malta can access wider amount of tourism market. Malta tourism authorities need to develop benchmark in food and services standards at the restaurants and hotels in order to compete in the foreign tourism market. The authority must develop a team under a leadership that would keep a strict check on the standards offered to the customers by keeping the benchmark in their sight. As a policy, Maltese tourism department and the government should pay attention towards this industry, focus on marketing the potential and move forward in one direction. Only then the dream of sustainable tourism in Malta can come true. References: Aminu, M. 2009, A Geographic Information System for sustainable tourism planning: An integrated approach. VDM Verlag Dr Muller. Bain, C. and Wilson, N. 2010, Malta and Gozo: Country Travel guide. 4th Edition. Lonely Planet. Burns, P. and Novelli, M. 2006, Tourism and Social Identities. Elsevier Science. Eagles, P. McCool, F. and Phillips, A. 2003, Sustainable tourism in protected area. Guidelines for planning and Management. World Conservation Union. Eccardt, T. 2004, Secrets of the Seven smallest states of Europe: Andorra, Liechtenstein, Luxembourg, Malta, Monaco, San Marino and Vatican City. Hippocrene Books. Girard, L. and Nijkamp, P. 2009, Cultural tourism and local development. Ashgate Publishers. Gupta, R. K. 2008, Sustainable Tourism Planning. Sumit Enterprises. Hall, D. 2005, Rural Tourism and sustainable business. Multilingual Matters. Hall, D. and Richards, G. 2003, Tourism and sustainable community development. London: Routledge. Hall, M. 2008, Tourism planning: Policies, Processes and Relationships. New Jersey: Prentice Hall. Insight Guides, 2000, Malta. 4th Edition. Insight Guides. Inskeep, E. and Inskeep E. 1991, Tourism Planning: An Integrated and sustainable development Approach. New Jersey: Wiley. Lanza, A. Markandya, A. and Pigliaru, F. 2005, The Economics of tourism and sustainable development. Edward Elgar Publications. Macleod, D. and Gillespie, S. 2010, Sustainable tourism in Rural Europe: Approaches to Development. London: Routledge. Ministry for Tourism and Culture, 2006, Tourism Policy for the Maltese Islands 2007-2011. Published by Ministry of Tourism and Culture Malta. Nash, D. 2005, The Study of tourism: Anthropological and sociological beginnings. Emrald Group publishing Limited. Olsan, M. West, J. and Yick Tse, E. 2007, Strategic management in the hospitality industry. New Jersey: Prentice Hall. Reid, R. and Bojanic, D. 2009, Hospitality Marketing Management. New Jersey: Wiley. Reisman, D. 2010, Health tourism: Social Welfare through international Trade. Edward Elgar Publications. Rix, J. 2010, Malta. Bradt Travel Guides. Smith, R. and Siguaw, J. 2010, Strategic Hospitality Leadership: The Asian Initiative. New Jersey: Wiley. Sung Chon, K. and Edgell Sr, D. L. 2006, Managing sustainable Tourism: A legacy for the future. London: Routledge. Literature Review/ Bibliography: Abrams, R. 2003, The Successful Business Plan: Secrets and Strategies, The Planning Shop, Palo Alto, CA. Pp. 186-189 Baye, MR 2005, Managerial Economics and Business Strategy, McGraw Hill Higher Education, Columbus, OH. Berkowitz, E., Kerin, R., Hartley, S. and Rudelius, W. 1996, Study guide for use with Marketing. McGraw-Hill/Irwin. Chicago IL USA. Pp. 545-549 Cateora PR, Mort, GS, D’Souza, C, Taghian, M, Weerawardena, J & Graham, JL 2009, International Marketing, McGraw-Hill, North Ryde, NSW. Day, G. S. and Reibestein, D. J. 2004, Wharton on Dynamic Competitive Strategy,  John Wiley & Sons, New Jersey. Pp. 211-214 Farris, P.W., Bendle , N. T., Pfeifer, P. E.,  and Reibstein, D. J. 2007, Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition). Wharton School Publishing. Philadelphia , PA , USA. Pp. 26-28 Ghemawat, P.E. 2010, Strategy and the Business Landscape, Prentice Hall, New Jersey. Pp. 66-67 Grant, R.M. 2010, Contemporary Strategy Analysis, Wiley, New Jersey. Pp. 471-473 Ireland, R.D. and Hoskisson, R.E. 2008, Understanding Business Strategy: Concepts and Cases. South-Western College Publishers. Pp. 265-268 Keegan, W. J. and Green, M. 2010, Global Marketing. Prentice Hall. Upper Saddle River, NJ, USA. Pp.211-216 Kotler, P. and Armstrong, G. 2009, Principles of Marketing (13th Edition). Prentice Hall. Upper Saddle River, NJ, USA. Pp.511-516 Mitchell, D., Coles, C., Golisano B.T. and Knutson, R.B. 2003, The Ultimate Competitive Advantage, Berrett-Koehler Publishers, San Francisco. Pp. 299-302 Ross, J.W, Weill, P. and Robertson, D. 2006, Enterprise Architecture as Strategy: Creating a Foundation for Business Execution, Harvard Business Press. USA. Pp. 115-117 Schultz, M., and Doerr, J. 2009, Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success. Wiley. Hoboken, NJ , USA. Pp. 55-59 Scott, D.M. 2007, The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition.  Wiley. Hoboken, NJ , USA. Pp. 154-158 Singh, S. 2009, Social Media Marketing For Dummies. For Dummies. Hoboken, NJ , USA. Pp. 203-211 Treadway, C. and Smith, M. 2010, Facebook Marketing: An Hour a Day. Hoboken, NJ , USA. Pp.223-228 Yarnell, M. and Yarnell, R.R. 1998, Your First Year in Network Marketing: Overcome Your Fears, Experience Success, and Achieve Your Dreams!. Prima Publishing. New York, NY, USA. Pp. 102-106 Read More