Case Study: Sustainable Tourism

timer Asked: Feb 6th, 2019
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Question Description

After reviewing this power point, please watch the case study on the final slide and submit answers on the discussion Board thread labeled: Video Case Study - Sustainable Tourism.

please submit your answers and thoughts.

There is power point and video.

Write the review about 400 words.

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Patterson, Carol. (2016). Sustainable Tourism: Business Development, Operations, and Management. Human Kinetics: Champaign, IL. ▪ Understand why strategic planning is essential for success ▪ Complete the main steps of a strategic plan ▪ Distinguish feasibility from viability ▪ Explain why it is important to involve host communities in planning ▪ Comprehend the relationship between business planning and strategic plans ▪ Focuses on the values, mission, and goals of the organization. ▪ In tourism businesses, these 3 items should line up with the strategic plan for the community or region. ▪ Should be updated every 3 – 5 years. ▪ Can have substantial benefits for sustainability: additional sustainable tourism & branding opportunities, related business opportunities, and community support. Strategic Planning Process ▪ Mission Statement ▪ Vision Statement ▪ Describes what your business ▪ What the business wants to does, how it does that, for whom and why. ▪ Clarifies your primary customers, your core business, and location. become in the future. ▪ Evaluate your settings and determine your opportunities and challenges. ▪ Should incorporate your values ▪ Can be constantly evolving and ▪ The essence of your business. ▪ Can be developed at the beginning related to sustainability. ▪ Should be created at the start of the business. finding additional opportunities. or throughout the development phase. A list of natural, cultural, and man-made features in your community that can be used to develop a tourism product. • Natural or Scenic Attractions • Historical Attractions • Cultural or Social Attentions • Accommodations • Restaurants • Interpretive Services • Transportation • Infrastructure • Human Resources ▪ APPEAL: ▪ L – Local or regional ▪ S – State or provincial ▪ N – National ▪ I - International ▪ Helpful questions: ▪ Is interpretation available of the feature? ▪ Is the resource rare or unique? ▪ Does another business or community offer something similar? ▪ What types of activities and destinations popular with travelers? ▪ Creating a tourism experience keeps people in the area longer, making the travel time worthwhile. Analyze Competitors identifying your DIRECT and INDIRECT Competitors. Direct – other companies offering similar experiences. Indirect – Companies offering different but competing for consumers’ leisure time & discretionary income. SWOT Analysis: Strengths, weaknesses, Opportunities, and threats are identified using a brainstorming session. Set Your GOALS & OBJECTIVES – GOALS – general intentions of your direction you are taking your business; OBJECTIVES – Specific, measureable and timebound This is NOT in the text… However, I think it is a great foundation of how to write a goal. ▪ Primary Market Research – New surveys and interviews with customers. ▪ Secondary Market Research – Publically available studies conducted for other purposes. ▪ Customer Feedback – Information provided by customers in a formal process ( satisfaction surveys) or informal (when a guest talks to the staff). Make sure to add social media rankings and ratings here (i.e., trip advisor, yelp etc.). 1) Identify the products you offer 2) Identify the products that tourists are likely to purchase 3) Be creative with products and services offered 4) Highlight and promote the unique opportunities you provide 5) Feasibility – make sure what you promote and offer…can be delivered safely, legally, and professionally. 6) Viability – the capability of your company developing and growing. What is the climate of the industry looking like for your specific offerings. 7) Implementation – Develop stages of growth…1-2 years; 5 years, etc. Develop a business plan, identify potential problem and needed solutions, continue to evaluate, making an environmental awareness check often. Click on the link below to view the video: Video Case Study Ch 2 1. Visit the web resources to watch the video “Planning for Change.” After watching the video, answer the following questions. 2. Give examples of technology changes that have affected travel since the Alaska Highway was built. 3. What businesses have benefited from technology changes? Which have suffered? 4. How would developing a strategic plan help a business prepare for technology changes? How might a tourism business located in Alaska today adapt to a large number of cruise ships arriving in a nearby town? 5. What information could you derive from this video that could be used in a SWOT analysis for a sustainable tourism business in Alaska? ...
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