California Travel and Authority Commission - Assignment Example

California Travel and ity Commission Visit California previously dubbed California Travel and ity Commission is the present destination management organization in California. Moreover, it is non-profit in nature. However, it is tasked with the responsibility of implementing marketing plans meant to display California as the best travel destination. Similarly, the entire travel and tourism sector works in partisan with the organization. It is nature of being a well-organized institution has seen both the local and international tourists visit its iconic landmarks (for instance Hollywood and Golden Gate Bridge). In addition, the continued success of this organization is attributed to its nature of marketing. It happens over the internet by the use of photographs, tweets, and videos among many more. Consequently, the destination has been able to attract a diverse collection of tourism. On the other hand, the initiative has led to increased levels of revenue generated yearly from the tourism industry. As a result, the economic status of California has been affected positively. The Tourism and Marketing act stipulates that after duration of six years a referendum should be held. It is meant to determine whether to continue contributing to California Tourism Assessment Program. It is done by assessed businesses. Furthermore, Visit California derives ninety-nine percent of its total budgets from California Tourism Assessment Program. The previous referendum held in 2007 yielded an overwhelming approval. Therefore, 50 million dollars was allocated for marketing on a yearly basis; which was more than the previous funding (stood at 12million dollars in annual funding). For this reason, Visit California was able to create more employment opportunities this was contrary to the achievements of other sectors. (Turner, 2013) The greatest challenge posed on the Destination Marketing Organization (DMO) is global warming. Its effects on the natural environment are detrimental. For instance, it causes rising of sea level; migration of wild animals; and hurricanes. In spite of the present economic impact tourism has had on California, it faces significant adaptability challenges. Reason being, majority of the tourist attraction sites depend on the natural environment. Efforts meant to sustain the existing environmental condition are very expensive, and their implications are far reaching. A notable example, the United States Congress, has been tasked with the responsibility of protecting tourist sites for the upcoming generation. However, they have yet to establish what it means for the future and present use of large portions of land in the coastal regions and forests (Kahrl & Ronald-Holst, 2012). Next, tourism is regard as being the most taxed industry. This ranges from the airline tickets, accommodation, and charges for car hire. Consequently, tourists shifting to destinations that are more accommodating (5 Key Issues Facing Travel and Tourism, 2012). The tourism industries and DMO entirely depend on each other, in the event of challenges; the existence of both is negatively affected. An elaborate way of administrating tourist destination is through the establishment of DMO. Destination Marketing Organization (DMO) plays a major role towards the success of the tourism sector. However, it also in charge of some other roles, namely: facilitate a broad understanding of the economic and societal dimension of demand and supply in the tourism sector; enable the growth and diversification of existing sectors of tourism. It will ensure increased competitive nature of this sector; develop a joint venture between the public and private participants within the tourism industry. It will ensure proper identification and clarification of upcoming and current responsibility of both participants (public and private). In addition, it will design a marketing plan to take into consideration quantity and value of available tourism products; explore the system and functioning of the available tourism value cycle and economic advantage thereafter. Moreover, the destination management organization is tasked with the responsibility of reporting to the board; which grants further directions. However, there is a need to review the role DMO plays constantly. It enhances the speedy growth of the tourism sector (Destination Managment Organization). The main objective of the market research is to enable making informed decision. Two factors are considered in evaluating investment on the tourism sector based on the findings (doing market planning with respect to research, and assessing the effects of tourism investment). Market research enables provision of the necessary information that plays a role in making informed decisions; that will accelerate the achievement of economic success. There are several forms of marketing research, for instance: Interviews and Focus Groups. It involves conducting of research in focus group facilities. Its characteristic of being a one-way platform enables managers to access feedback from consumers. The early part of 2007, (January to February) saw Visit California conduct a qualitative research. The main aim was to investigate and improve its communication plan, and dialogue with consumers to ensure that the strategies remain differentiating. In the first place, Visit California had been conducting their research from the quantitative point view. However, its introduction saw the study being extended to California’s global markets. This was for determining correspondence and differences about California’s travel (local and international). On an international focus, the research was conducted in Australia, Canada, Germany, Japan, Mexico, and United Kingdom. (California Market Research) Yes, reason being, Visit California is a more developed Destination Management Organization; known for its role of promoting different tourist destinations. Despite that, the company plays a significant role of corporate responsibility. Further, what motivates me is its mission of developing and sustaining market programs. Moreover, I know more about the services advertised by the company, just to mention a few: family fun; outdoor recreation; art and culture. By 2013, the revenue generated by Visit California was 109.6 billion dollars. This was an increase in the percentage by 3.2 percent from the initial. Similarly, the company has positively affected the employment sector. As an illustration, it has created vacancies for 965,800 Californians. Subsequently, this led to the generation of 7.1 billion dollars (California Market Research). The services offered by the company are proofs enough that Visit California is a company that cares about service delivery; and social responsibility of both the tourism sectors and the economy. Therefore, because of my academic knowledge in destination marketing management; and background knowledge about Visit California; am confident enough that it is where I would like to work. Visit California is a destination marketing organization that is non-profit in nature. It plays a significant role of marketing California as a tourist destination. The region boasts of the Central Valley, which is rich in sauna and fauna, housing some of the largest trees in the whole of America. The beach is served by high standard hotels that offer some of the best hotel services in the world. Visit California serves a major role in marketing this destination that is sure to satisfy the expectations of most tourists. Of great importance, is the fact that Visit California has provided employment opportunities; and opened up California to the outside world (tourist destination). However, Visit California is faced with a number of challenges, including global warming, and high tariffs. These have had a negative impact toward the tourism sector. References 5 Key Issues Facing Travel and Tourism. (2012, November Monday). Retrieved June Teusday, 2014, from Hotel News Now: www.hotelnewsnow.com/Article/9312/5-key-issues-facing-travel-and-tourism California Market Research. (n.d.). Retrieved June Teusday, 2014, from Visit California: www.industry.visitcalifornia.com/Find-Research/California-Market-Research/ Destination Managment Organization. (n.d.). Retrieved June Teusday, 2014, from World Tourism Organization UNWTO: www2.unwto.org/en/category/technical-product-target/destination-management-organizations Kahrl, J. F., & Ronald-Holst, D. W. (2012). Tourism and Recreation. In J. F. Kahrl, & D. W. Ronald-Holst, Climate Change in California (pp. 90-91). California: Univercity of California Press. Turner, K. (2013). Voting. Retrieved June Teusday, 2014, from Visit California : www.renew.visitcalifornia.com/Voting Read More