Managing International Tourism - Essay Example

Managing International Tourism Contents Managing International Tourism Contents 2 Task 3 Introduction 3 Discussion 3 Conclusion 5 References 5 7 Visitor attractions 7 Contents 8 Task 2 9 1. Abstract 9 2. Introduction 10 3. How tourism demand has changed 10 4. Mega Trends 14 5. Quantitative and qualitative aspects of tourism demand in UK 16 6. Opportunities and challenges that have resulted from the change in tourism demand 16 7. Aspects of visitors experience 18 8. Different Marketing Functions 19 9. Examples 19 10. Recommendation and conclusion 19 References 21 Task 1 Introduction The case study highlights a storehouse named as Guinness beer. The storehouse provides a unique and special service that serves as an attraction to its visitors. It is located in such a place that it attracts the attention of its visitors. The storehouse is decorated in such a way that it provides learning to the visitors and helps the visitors in gaining knowledge. Guinness beer storehouse and its interiors are decorated in a very special way. The displays that are available in the storehouse are very interactive as it allows the visitors to enhance their knowledge and gather information by watching the videos that are displayed. It provides opportunity to its visitors to know more about the history of the storehouse from where it has been originated, the advertisement that are published for the awareness of its products, the process and way of transportation. The storehouse provides an opportunity to the visitors through their involvement of various senses. The store house has adopted the marketing strategy of unique selling proposition in order to attract its visitors. Discussion In this case study which deals with a storehouse name as Guinness beer has adopted unique selling proposition marketing strategy. The development of unique selling proposition is mainly considered or regarded as the key challenges that are being faced by the managers in dealing or handling the visitor’s attraction. The unique selling proposition can be defined as the unique position that a company holds in the market place. It is an important or a key element that serves as a weapon for the company to differentiate and distinguish itself from its competitors and gaining competitive advantage in the market (Hindle, 2008). By applying unique selling proposition the company can focus its energy on developing and building the things which will serve the needs of the various segments of the customers. The main importance for adopting unique selling proposition by a company is that it provides the differentiation that is considered and referred to as the most tactical and strategic activities in which the company is required to engage itself constantly. The case Guinness beer has also adopted unique selling proposition as a marketing tactic as it located in such a place that it establishes and sets its business different from others by providing information to the customers and developing a well display system for fascinating the customer and interactions with its visitors. The main aim and focus of Guinness beer is to perform everything efficiently and effectively and to provide a good service. It differentiates itself from its competitors by providing various senses such as to smell the various flavours of the beer, to touch it taste it, but tasting fee is included as a part of the entrance ticket and the sights are arranged in such a way that the lights are focused to draw the attention of the visitors. It only attracts its customers but also facilitates its visitors to experience the product. The most attractive source is the gift shop which is very successful in gaining international recognition as the advertisement of Guinness beer is very famous for its humorous advertising. Guinness beer is a company of Ireland the key challenges that are faced by the managers is that Guinness beer is a man made storehouse which captivates the attention of the visitors. But visitors usually get attracted to natural things as compared to that of the man made attractions. Therefore the managers face a problem in developing the standard of the storehouse as per with the natural attractions and ginning popularity. The managers often gets confuse whether to resemble and treat their visitors as tourist or as the visitors. The growing competition in the industry is the main challenge of the managers (Swarbrooke, 2001). Previously the companies used to provide discount offers to its customers, advertising etc as a means for gaining competitive advantage. But presently with the increase in customer awareness it is required by every company to adopt different marketing strategy. Therefore in order to gain competitive advantage Guinness beer has adopted unique selling proposition to differentiate and segregate itself from the other beer companies or storehouse. The storehouse has also adopted marketing and designing strategy in order to attract its visitors by providing them the opportunity to experience the beer of various flavours, its ambience (Frochot and Bachat, 2014). Conclusion Guinness bear has provided various facilities to the visitors to experience the product taste it, smell it. It provides information to its customers and Guinness has adopted unique selling proposition which differentiated itself from other companies or storehouse. It even developed a different segment for alcohol prevention where the visitors can gather information about the impact of alcohol on the body. The visitors take the recipes back to home which they can prepare at home. Hence it can be concluded that Gunnies beer is successful in attracting its visitors References Frochot,I. and Bachat, W. 2014.The Guinness Storehouse - an experience involving all senses, Marketing and designing the tourist experience, Woodeaton: Goodfellow. Swarbrooke, J. 2001. ‘Key challenges for visitor attraction managers in the UK’, Journal of Leisure Property, 1(4), pp. 318-336. Hindle. T. 2008. Guide to Management Ideas and Gurus. London: John Wiley & Sons. Visitor attractions Contents Managing International Tourism 1 Contents 2 Task 1 3 Introduction 3 Discussion 3 Conclusion 5 References 5 7 Visitor attractions 7 Contents 8 Task 2 9 1. Abstract 9 2. Introduction 10 3. How tourism demand has changed 10 4. Mega Trends 14 5. Quantitative and qualitative aspects of tourism demand in UK 16 6. Opportunities and challenges that have resulted from the change in tourism demand 16 7. Aspects of visitors experience 18 8. Different Marketing Functions 19 9. Examples 19 10. Recommendation and conclusion 19 References 21 Task 2 1. Abstract In the current scenario UK is experiencing a rapid growth in all types of visitors’ attraction. To some extent this growth has been fuelled by National Lottery Funding. However a number of new attractions originated from well publicized failure. It is needless to say that the increase in supply felt short of growth. This situation made it difficult for the new destinations to culminate into the market. It is argumentative that attractions of UK have been competitive coupled with knowledgeable and demanding customers. The purposes of travel are for leisure, recreation, business normally for a limited time is known as tourism. In the era of globalisation the concept of tourism is amalgamated with international travel. The World Tourism Organization defines tourists as the person travelling different places and staying somewhere which is not similar with his usual environment for recreation or for some other purposes. International tourism is a popular global business. It has outgoing and incoming impacts on the economic condition of a country. 2. Introduction In the current scenario tourism has become an income source for various countries. It brings a large amount of money into the local economy by the payment of goods and services used by the tourists. It accounts 30% of the trade service of the world. The international tourism business creates many opportunities for employments. Different service industries like hotels, travel agents, airlines, visitor attractions, tour operators, cruise companies are benefited from this business. Tourism is divided into many parts like cultural, religious, adventure, coastal etc. Different service providers developed their business according to the desire and needs of the tourist. Leisure travel is an important part in tourism. It was associated with the industrial revolution of United Kingdom. It is the first European country which promoted leisure time for increasing industrial population. As a result it attracted many visitors to UK from different countries of the world. Presently the country has developed many places of visitors’ attractions. The tourism industry of UK has mainly developed for visitor’s attraction. Tourists travel to different attracting places for a day, annual holiday or for weekend breaks. Many attracting places are built intentionally to attract visitors. 3. How tourism demand has changed Tourism industry has faced many challenges over the time which has made a huge change in the demand of the tourists. This change involves economic, political, technological issues which directly or indirectly impacted this industry. The improvements in the technological factors have equipped the tourists to conduct research on different destinations and make online bookings according to that. UK people are very tech savvy. Therefore the technological development helps them in finding many new places for spending a good time. Moreover in the present time technology also facilitate the development to various artificial and innovative things in the tourism sector which helps to attract many tourists in UK (Archer and Syratt, 2012). Tour operator are opening their websites and creating dynamic packages for the visitors. This interactive process gives opportunities to the tourist to select their preferred mode of transport, accommodation, food etc. According to the demand of the customer customised package is also made. A huge number of people are spending money in tourism. So in order to increase the number of international visitors UK has made some important marketing strategies. Both public and private sectors are engaged in this approach which involves collective investments with returns. Travel is not anymore dependent on the infrastructure of the economy. In the modern world education, society, cultures have become important part in the tourism business. The inter relationship of economic sector, travel, society etc have become integrated and are considered as a value network. In the modern tourism industry the destinations are not only a simple input in the tourism value chain but also add value in the creation process of this business (Beaver, 2005.). The images associated with the destinations are the important element in the value added process of the consumer and they make decisions on the basis of that. In the present scenario UK is the sixth largest Tourism destination by the number of visitors of the world. It has also ranked seventh by the expenditure of the visitors. The direct and indirect impact of the market influences the total revenue earned from tourism. Different types of tourists contribute in this business. (Buhalis and Darcy, 2010) From the above diagram it can be seen that 32.8 million tourists visited to UK in 2013. This chart focuses on the outbound and inbound visits from and to UK from 1980. The inbound visit numbers in UK increased from 12.4 to 32.8 million and the outbound visit number increased 17.5 to 58.5 million in the same period. 4. Mega Trends The rapid growth of visitors’ attraction in the recent time has made the tourism industry very popular by developing its operation more commercially and professionally. The government also gives a lot of emphasis on the tourism business. The economic, political, social and environmental trends have contributed a lot in its developments. UK is also influenced by these trends. Economic trends The higher living standard of the people of UK have influenced them to visit different places and spent lots of money out there. The improved macroeconomic policies help the people of this country to afford this living standard. The liberalisation of foreign travel allows many visitors to come to UK. Investments and trade are continuously rising in here. As a result people from different countries are coming in UK for business purpose. Often they tend to spent a holiday or vacation there (Smith, 2014). There is an increase in private sector and various tour operating companies in UK market. Social trends The rise in the expectation of the people of UK leads to generate more demand on tourism and travel. The growing urban population leads to the increase in the places of visitors’ attraction for recreations. Holidays are presently becoming more customised. Various places of visitors’ attraction in UK are associated with cultural and educational experiences. The changing work pattern of UK allows more flexibility to the travel plan of the people residing there. Political Trend The government of UK is concerned to maintain the position of the country in the competitive market of international tourism. The government is interested to develop its quality of action for developing its tourism industry. It has implemented the strategy called Tomorrow’s Tourism. This strategy tends to improve the range and the quality of tourists attraction and the development of the actions for the attracting places. It is initiated by the government agencies. UK has strict control on its security system which helps to develop its business trends. Environmental trends The change in the climate has become a global phenomenon and it’s created a huge impact on the tourism industry. UK has pleasant climate which attracts many tourists. Various places of UK are characterised by specific climatic conditions. UK uses these climatic advantages and develops strategies according to these environmental trends. The rise in economic development and population tends to affect natural beauty of the country. But UK has preserved its natural beauty along with its industrial development which attracts many tourists. Technological Trends The development of different technology helps to growth innovative infrastructure of a country. It also preserves the old and important things of a nation (Ajzen, 2001). UK is technologically advanced country. Its modern technological trends have made various man-made attracting places to attract tourists. The country is well connected with the rest of the world for its modern technology. Therefore it facilitates to visit different places of UK without a second thought. Internet is a powerful tool of technology. By following this trend the tourism industry of this country have developed a lot. 5. Quantitative and qualitative aspects of tourism demand in UK The tourism industry has developed UK both in quantitative and qualitative aspects. In the qualitative aspect with the development of tourism the country has developed various manmade buildings and places which are accounted as the wonderful places of the world. The quality of the state is also enhanced by the development of the tourism. People from various countries of the world are coming to UK and having a good experience for the well developed facilities of the country. In the quantitative aspect the tourism business helps the country to develop its economy. Many small large companies are growing for tourism which is creating employment in the country (Baloglu and McCleary, 2010). With the development of this industry a huge number of tourists are visiting UK. As a result UK is earning huge revenue from the foreigners. This money is helping in the economic development of the country. 6. Opportunities and challenges that have resulted from the change in tourism demand Visitors attraction sector in UK are facing many challenges for the increasing tourism demand. The country is facing human resource problem. It is creating difficulties for attracting and retaining good staffs in tourism companies. Weather and some of the other factors of UK attracts tourists only in some specific seasons. Therefore the businesses have to depend on the casual staffs who work on the attraction places for a specific time. Sometimes it becomes difficult to gain strong commitments from those staffs. This seasonal employment of tourism does not offer good career path for its employee. In the peak season many tourist places of UK are overcrowded. The employee of the tourism company has to be highly trained to handle the tourists. But the uses of the casual labour and lack of training leads to poor work performance. The pay levels of these staffs are low. They do job at an attraction until they get better opportunities (Govers, Go & Kumar, 2007). UK is facing more difficulty in retaining good staff. There are various industries in UK market. So the employee frequently changes their job. Tourism is a rapidly growing industry. So the competition is also very high here. UK government needs to make new competitive strategies for the advancement of this industry. For selling its attracting places the country is facing the challenge of developing its WOW factors which would be its unique selling proposition. The tourists of UK expect that they should be welcomed in a very satisfying way and their needs will be taken cared in a proper way. Therefore maintaining the customer satisfaction and giving high quality experience has become a major challenge for the tourism business of UK. The country is also facing challenges in utilising the latest and advanced promotional technique. Media is a very powerful tool of promoting different tourist places in front of the world. In UK also it plays a major role in influencing the people who to spent their leisure time. The challenge of negative media coverage is therefore always a threat to the attractions of the UK. Along with the challenges many opportunities have also developed in the UK for its tourism industry. Increase in tourism business has helped the country to develop many attracting place and buildings. As a result it attracts many tourists into the country. For visiting various attractions of the UK foreign people are spending their currency which increases the foreign currency stock of the country. A growth in the job sector is also experienced in the UK market for its tourism growth which acts as an employment opportunity to a certain extent. This industry gives the opportunity of improving the service level of different public and private sectors Company of UK. Tourist interacts with different persons of the country. So the government of UK has taken many initiatives which give the opportunities for promoting the country and create a unique image in the mind of the tourist. Visitor’s attraction is an important subsector of this industry. The opportunities and challenges of tourism industry have created a huge impact on this sub sector. Tourists are travelling to different location of UK which increases different tourist packages and development to many tourist locations. Various business trips to UK also contribute in forming many opportunities for the growth of the country. 7. Aspects of visitors experience Visitors experience is an important element of tourism. It ensures about the attractions and the quality of it. They appreciate and understand the value of a particular tourist place. The place which is more visited by the tourist is valued more by them. They are also willing to pay for experiencing those attracting things and places. Visitors are also influenced by word of mouth, reviews from online sites etc. In 1977 according to the survey of NOP word of mouth is valued more that advertisement. It is the source of information which gives information about product and service. Tourism and travel are the main area for recommendation or word of mouth. Every tourist discusses facts about their vacations. A visitor also discloses their travelling experiences on internet which influence and gives tips to other tourists. 8. Different Marketing Functions UK has developed different marketing functions for improving and enhancing its visitor’s attractions. The government of the country has made new strategies which attracts many tourists and provide them modern facilities. All these provide them a unique experience of their tours. The country advertises about its different tourist’s location. It promotes visitors attraction in various ways through media, internet etc. UK has also developed its different services like transportation, security etc for satisfying its customers. 9. Examples Anglo Saxon sites in UK are famous visitors’ attraction. There is some Anglo Saxon building characterised with artefacts from a long time. The National Sea Life Centre, the Deep, the Blue Planet Aquarium are the manmade visitors attraction of UK. These are the largest and most visited aquariums. Beaches of England like Blackpool, Jurassic Coast comes under the favourite tourist destinations of many tourists. 10. Recommendation and conclusion The time has come for the policy makers to present such policies which will act as the catalyst in attracting people in new tourist destinations. They can put forward a realistic approach which will promote development of attractions. They will have to keep in mind that subsidies given to certain attractions do not call for unfair competition. The training agencies along with higher educational institutions can come forward to provide a tailor made provision. The tourism industry needs more professionals who will coordinate with each other with the aim to promote tourism and facilitate further luxury to the visitors. They can formulate strategic planning decisions with the same aim. An overarching umbrella organization may take care of the overall process. Rationalisation of attractions is the need of the hour. So it can be stated that a major effort is required so as to bring the weaker sections under the same umbrella. Tourism Industry is one of the fastest growing industries of the world. UK is experiencing a huge market for the development of this industry. Along with the growth of this industry in UK many subsectors are also developing. Visitor’s attraction is a vital subsector of this industry. Tourism can develop in many ways. UK is a developed country. It has well equipped technology, infrastructure, services, industries and many facilities which attract many tourists. References Ajzen, I. 2001. The theory of planned behaviour. Organizational Behaviour and Human Decision Process. Vol.50 (2). Archer, J. and Syratt, G. 2012. Manual of Travel Agency Practice. New York: Routledge. Baloglu, S. & McCleary, K. W. 2010. A model of destination image formation. Annals of Tourism Research. Vol. 26(4). Beaver, A. 2005. A Dictionary of Travel and Tourism Terminology. New York: CABI. Buhalis, D. and Darcy, S. 2010. Accessible Tourism: Concepts and Issues. London: Channel View Publications. Govers, R., Go, F. M. & Kumar, K. 2007. Promoting tourism destination image. Journal of Travel Research. Vol. 46(5). Read More