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STRATEGY FOR TOURISM Name Institution 1. Discuss how the term strategy is understood and used in the case material. Assess to what extent the vision is reflected in the Glasgow 2016 Action Plan. Tourism strategy for Glasgow is guided by its vision statement, which states that their shared ambition for metropolitan Glasgow is of sustained and sustainable growth in the tourism industry as a contribution to the wealth and well-being of all.
Glasgow 2016 action plan takes advantage of the city’s growth, favorable national policy environment, and higher level of ambitions and desire for Glasgow’s future prosperity and well-being. This clearly indicates that the strategy for Glasgow tourism is closely linked to the national and city policy document. The Glasgow outcomes and to ensure it meets its 2016 vision, there are certain elements that highlighted in its vision that shows its intention of ensuring economic growth of Scotland. Due to this, the tourism sector takes a major role in protecting the environment and working closely with communities for mutual benefits (Tribe 2010 p. 5). For successful strategic planning, there are several key elements of corporate strategy, which if well implemented, leads to success. These elements include; i. Strategic analysis ii. Strategic purpose iii. Strategic choice iv. Strategic implementation Strategic purpose for tourism Glasgow is defined in its mission which states what the organization aims to achieve in the specified period. In the case of Scotland tourism 2016 action plan, the mission is that by 2016, tourism is seen as the major contributor to economic growth of Scotland. ...
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