Stunning Worlds Fair EXPO 2015 - Research Paper Example

Stunning World’s Fair EXPO STUNNING WORLD’S FAIR EXPO Market research final assessment Table of ContentsKeywords: Cultural heritage, Cities, Tourism, and Italy Summary The role of this paper is to show the personality and brand image of Milan. Milan is Prepared for Expo 2015. Milan’s rich culture, fashion and heritage are enough evidence. The interior of Milan city is lucky due to an inclusion of its enriched culture. The culture is by the tourists who visit the city. The perception of potential and actual visitors will be strengthened by Milan’s image. The negatives of the nature of the city are to city’s market-oriented positioning. Problems of seasonality are by a greater balance in clientele mix. More tourism development is in Milan due to its well-created foundation that is cultural and rich. Milan can communicate its personality through fashion, design, artistic and architectural culture. Milan can synthesize its distinctive features and raise its international profile. In addition, Milan’s success on EXPO 2015 is possible through the cooperation of stakeholders who participate and intervene in promoting it. When visitors arrive, Milan’s management should be in a position to bring the brand to life. Changes in partnerships and relationships among other management positions will be handy in the branding process. Lastly, Milan needs to promote, manage and create a revitalized brand. The name will help in concentrating sales efforts in Milan and coordinating the work of operators who work alone around a common idea. Cities have a hard task in creating a positive image due to high competition in tourism. substantial gap exista significant due to lack of case studies and little consensus concerning the nature of city branding. The paper addresses the stated problem by considering the personality of Milan: Italian city. Milan’s image is powerful due to designer lifestyles, shopping, design and fashion. Nevertheless, marketing activities and strategies are the core activities in Milan. The broad cultural heritage in Milan is. The seasonal pattern of tourism is in the city leading to narrow perceptions by the potential tourists. This paper analyses and reports on assurance of reliability and validity of research used. Ethical issues related to the data solutions and collections, top five Italian venues, and a panel of foreigners who represent the active EXPO 2015 countries. Also, Milan’s brand fingerprint, recent brand personality, competitor set, heritage product, and tourists’ perception of the city are analyzed. The paper ends by recommending Milan to build on its cultural, artistic and architectural heritage. Methodology Page 3 of 7 3 Running head: Stunning World’s Fair EXPO 2015 The paper utilizes both qualitative and quantitative research methods. The questionnaires, web survey, focus group research and desk research will help in analysis. Milan’s heritage product, brand fingerprint, personality and tourist’s perceptions will be. Findings Milan’s prosperity is evident due to tourist perceptions. Also, the cultural attractions in Milan Make it the best in tourism offer. Milan encounters the best activity on seasonal tourist. Research implications The paper shows discovery research for Milan; qualitative and longitudinal work is. Practical implications The paper analyzes Milan’s first steps in defining its brand name. Also, a consistent destination is developed. Originality Strong cultural and an architectural city called Milan develops practical recommendations from the tourism sector. Introduction Expo Milano 2015 refers to a global cultural and educational, scientific profile. It is unique and of high importance. It centres on sustainable resources, nutrition, sufficient and safe diet. Its aim is to save energy and feed the planet. It is concerned with sharing of consumption and production models. 20 million visitors and more than 140 countries will participate. The core objective of the Milan Universal Exposition is to unite citizens, civil society, institutions, and governments in a debate. The aim of the debate is generating sustainable development and improving on nutrition. There should be a balance in the protection of both agricultural and natural biodiversity, energy and food production, the multidisciplinary cooperation and vision. There should be a linking in competencies and experiences. Information on nutrition, healthy lifestyles, food cultures, skills and experiences will be globally. Analysis Assurance of reliability and validity of research used The reliability and validity of the research were confirmed. The measurements were measured using correct measuring devices such as pie charts. The measurements on pie charts were also less valid since they required advanced understanding. The results might have been affected by human emotions such as anger, depression and motivation. Test reliability will be on observation and survey among other measuring device. The research might be unreliable as it is inconsistent. The results in Milan’s city based on survey might be invalid. Test-Retest reliability was used to consider the consistency of customers in the hotels in Italy and those in the neighbourhood of Italy. The results were reliable hence the relationship between the second and the first administration had a high positive correlation. Nevertheless, the results on test-retest reliability might not have been correct due to memory effect. The two administrations were done after a short period of the time the first test was carried out in Milan city. Inter-Rater Reliability test was handy in carrying out observations in hotels in Italy. The observations were reliable since more than two observations were carried out by different people. The ratings carried out were positively correlated thus we can conclude that the results were valid since they both measure the number of tourists the same. Ethical issues related to the data solutions and collections Most research on Milan city was conducted on the internet. It is cheaper to do analysis, data Collection and recruitment on the internet. It is easier to get individuals worldwide through the use of online questionnaires. Inability to do research could not occur since people are found globally unlike when carrying out research in a remote area. Various ethical concerns are via online questionnaires. Such benefits include among others confidentiality, data security and doing research in a virtual environment and safe environment. Respect for persons using the questionnaires was profoundly exercised. For example, it could be hard to interview an individual face to face on how he or she enjoys being in Milan’s hotels. With the questionnaires given, specific guidelines were used by the researcher making the integrity of research to be. However, internet surveys are not the best since even people who have never been to Milan city might have also answered the questions. The results obtained could not be correct. Milan’s position in top five positions in Italian venues Milan is in the city of Italy in Western Lombardy. It contains a population of seven point four million with its metropolitan area. It has several high points since it occupies a huge position in the sector of tourism. It is a city of designer lifestyle, design, fashion, and shopping. In terms of overnight use, Milan city is the second most used. It offers the best services as compared to cities in Vienna, Berlin, and Barcelona. The expenditures of tourists in Milan is higher than those in other cities. Many business travellers and leisure travellers are in Milan as compared to other cities. However on Milan’s positioning, the tourist industry has remained to be seasonal. Steep drops occur in the months of December, August and April and during weekends. The average stay is longer in Italian heritage than in Milan according to the benchmark of European destinations. There exist a significant decrease in terms of capacity expenditure and volume of foreign clientele especially the Japanese, German and the British. The strengths and weaknesses of Milan’s position with respect to competitor destinations need to be. Based on Milan’s destination in comparison to European destinations, resolutions of some issues facing the city are found. Comparison with Milan’s culture with the cultures communicated to tourists needs to be analyzed to discover potential directions and to know the limits of the present offer. Destinations offer and its brand will be. Page 6 of 7 6 Panel of foreigners representing EXPO 2015 Of all the world events, Universal Expositions are the largest. Universal Expositions were formed in 19th century in many nations. They have contributed to civilization, development of progress, the inspiration for humanity and innovation. The Bureau International Expositions (BIE) regulates and oversees candidature campaign, the calendar, the organization of expositions and the selection. It was established as an inter-governmental organization by Convention on International Expositions in Paris in 1928. Since its membership is open and voluntary, it has many member countries. The fair Expo 2015 provides for both official and unofficial participants. Official members include international organizations and countries. Informal members include Civil Society Organizations, companies and NGOs. A strategic approach to creating expositions began in 1990s with countries such as Spain, Hong Kong and Australia. In United States of America, major cities embrace the idea of expositions. Such cities included Pittsburgh, Las Vegas and Seattle. Italy was not among the first countries to join global exposition. There exists literature stating that nations or cities wanting to flourish must submit compelling, distinctive, rewarding and memorable experiences on global exposition. Italy will be left out in case this is taken seriously. Page 4 of 7 4 Running head: Stunning World’s Fair EXPO 2015 Study of Milan’s image and personality The study of Milan’s personality and image as seen by potential and actual tourists helps to Determine critical areas that need intervention. Research depicts that, it is only The analyses of how Milan’s people use their leisure focuses on what is by agencies and the gap that exist between artistic and historical attractions of the city. A variety of sources of Information, both digital and printed are used to ape artistic and historic resources. Structures and buildings were written on Milan edition. The lists of environmental and architectural assets were found in Milan Province. Page 5 of 7 5 Running head: Stunning World’s Fair EXPO 2015 Running head: Stunning World’s Fair EXPO 2015 Conclusion Expo Milano 2015 is possible due to Milan’s unique features that are globally. Such features include among others: fashion, design culture, cultural heritage, brand fingerprint, Culinary heritage and architectural heritage. Irrespective of the few challenges facing Milan such as seasonality, it is evident that come May 2015, EXPO Milano will be. References Trueman, M., Cook, D. and Cornelius, N. (2008). “Creative dimensions for branding and regeneration: overcoming negative perceptions of a city”, Place Branding and Public Diplomacy, Vol. 4 No. 1, pp. 29-44. Read More