Discuss about the Marketing for Hospitality and Tourism.
As time progresses, the economy, the communities and environment experience dynamic changes. These modifications affect not only the industries but also the welfare of the people within a region. As the times change, communities seek to adapt to these conditions by revitalizing their local economies. For towns and cities that are economically resilient, they result in using their resources to boost the domestic community. However, small towns that are rural and remote lack the access to such resources. Besides, unlike the developed towns, the rural areas require building from scratch. It also means that the people liable for initiating this development must be resilient in how they allocate their scarce resources. This is particularly so for Clipper bay, whereas the appointed Chief planner the budget allocated is fifty million dollars. This budget is to be allocated to initiate the tourism industry in the community and ensure that the industry is sustainable in the future, as well as, boost its economy. This paper will explore the strategies that will be employed to achieve this objective taking into account the environmental and social-cultural element of the area. It will employ the reflexive approach to tourism as it is the industry that Clipper Bay is suited. It will also explore different aspects of Clippers Bay the give comparative advantages.
Clipper Bay is a small region that is situated at a peninsula. This area has a population of approximately five thousand people. Like many remote regions, the economic situation at Clipper Bay is limited to business activities such as fishing and its related enterprises. However, these businesses are inadequate to propel the economy of the area. What’s more, since the region is remote, it faces some shortcomings. For instance, the infrastructure in the region is backdated. Roads and other means of transportation have not been developed to meet the standards of resilient regions. Nonetheless, all hope is not lost as Clipper Bay’s strategic positioning makes its viable for the tourism industry (Poon, 2007). Introducing this commerce in the region will not only revitalize its economy but also open it up for other business opportunities thus improving the welfare of the community.
Taking a look at Clipper Bay’s strategic positioning, two factors make it eligible for tourism. First, it’s geographic characteristics. Clipper Bay located by the sea where there is access to a beautiful beach. Along its seashores, the beach has unique caves made from limestone and pool formations within them. These physical elements build the foundation of tourism in Clipper Bay as they are natural attraction sites (Goeldner, & Ritchie, 2006). On the other hand, the region is bordered by two hills making the area secluded and quiet for tourism. Most people prefer to travel on vacations. Besides, they want a region that is quiet and secluded from the outside world, two of Clipper Bay’s best advantages (Gisolf, 2011). The geographic land on Clipper Bay is plain. These even characteristics make it easier for development of infrastructures such hotels. However, since Clipper Bay is a remote region, it only has two roads that serve the area. Recent developments have included the building of a highway to improve the accessibility of the region. What’s more, the small population of Clipper Bay occupies has settled on a small area along the beach. This means with the opportunity of developing tourism, issues such as resettling people may not be a challenge (Gisolf, 2011).
The second factor is its human geography. Though the population in Clipper Bay is small, it is evenly distributed with the youth generation constituting largest percentage. Beginning the tourism trade requires labor. This population provides human resources for the industry. However, some limitations exist. First, since Clipper Bay is remote, the people lack skilled labor to operate the tourism industry. This denotes that skilled labors will have to be imported. Secondly, as this development aims to improve the welfare of the community, training programs will have to be introduced to impact the required skills to the people. Nonetheless, the human culture in Clipper Bay comprises of heritage and customary links to religion and cultural rites. Like the Hawaiian culture, the tourism industry could use Clipper Bay’s human culture as an additional foundation (Poon, 2007).
Following these comparative advantages of Clipper Bay, as the chief planner, the objective is to revitalize its economy through tourism. Tourism is the term used to denote activities such as attracting, entertaining and accommodating domestic and foreign tourists. Tourism may also refer to travelling for business or pleasure. It involves the management of tours and hospitality businesses. Tourism has two aspects, first, attracting people and secondly business management. For Clipper Bay, introducing industry will involve the development of facilities such as comprehensive hotels and travelling agencies (Kotler, et al. 2006). Comprehensive hotels provide services and facilities for both pleasure and business for the target group. Secondly, due to its secluded nature, Clipper Bay will require a lot of advertising to the outside world especially. This will attract people from other regions who wish to explore the area and enjoy the services it seeks to offer.
Consequently, this will revive Clipper Bay’s economy. Economic revitalization the process by which member of a society seeks to improve the economy of an area through the development of various enterprises (Burayidi, 2013). It aims at propelling growth and enhancing the living standards of the community. The people of Clipper Bay are highly skilled in fishing and weaving. However, these economic practices are not adequate to sustain a growing economy for the region. Tourism will act as a tool towards the economic revitalization of the region as its economy has stagnated for a long period (Fitzgerald, & Leigh, 2002).
Strategic Approach to Economic Revitalization
Clipper Bay require some economic revival. The region is remote and has a minimal infrastructure. To attain the goal of economic revitalization, as a chief planner some strategies will be implemented. These tactics involve building on the existing resources, engaging various members of the society, as well as, attracting foreign investors to aid in the process (Perdue, Long, & Allen, 2010). These among other strategies will be employed to capitalize on Clipper Bay’s comparative advantages.
First, Clipper Bay is served by two roads and a highway is still under construction. The natural sceneries in the area such as natural pools and limestone caves in addition to the human heritage are some of the assets that Clipper Bay has. These assets provide the opportunities for developing tourism in the area (Johnson, Kackar, & Kramer, 2015). The plan is to capitalize on these assets to form the foundation of tourism in the region. Besides, its terrain eliminates construction challenges as it mainly a plain. The natural beauty of the area, the beach, caves, and pools are attractive sites that require maintenance without any renovations. The cultural practices and heritage act as the theme of tourism and contribute to its marketing.
The second strategy is to engage the members of the society in planning for the future of Clipper Bay. The region lacks prominent business activities as most people engage in fishing and weaving. However, members such as community leaders and the administration of Clipper Bay should be involved in the planning process. These individuals will provide insight into the social needs that should be addressed during the transformation (Johnson, Kackar, & Kramer, 2015). Clipper Bay is a remote area with little access to the outside world. Introducing tourism in the territory may instigate some level of resistance. Engaging community leaders and the governing body will help in generating public support for the changes and creating a momentum for executing the changes (Ewalt, Freeman, & Poole, 2008). Thirdly, the provided budget may not be adequate to implement the intended plans. It is necessary to attract domestic and outside investors who may wish to take advantage of the opportunities that Clipper Bay presents. This will enhance local and foreign interest, community commitment and entice private investment. It will also provide additional funding.
Nevertheless, tourism is an industry that has been associated with environmental degradation. It is apparent that most of Clipper Bay terrain will be affected by the new changes. Some land will be set aside for the construction of hospitality facilities and construction of roads that enable accessibility. This will require restructuring the plain lands of Clipper Bay. Additionally, with the proposed tourism plans, new investors in other fields may seek to develop businesses in the region. This will result in environmental pollution affecting the ecological systems and marine life. As such, strategies that support a healthy and clean environment will be implemented (Weaver, Lawton, & De Lacy, 2009). First, natural resources should be protected by providing finances for their maintenance, for instance, the pools. Secondly, developing a drainage system that limits the pollution of the sea and its effect on the marine life. The aim is to minimize environmental contamination and utilize the available resources productively (Johnson, Kackar, & Kramer, 2015).
These strategies will be utilized in destination management. Engaging community leaders and the government provide additional insights and collaborative planning to ensure that the needs of the society are incorporated (World Tourism Organization UNWTO. 2017). Secondly, information and evidence should be gathered to ensure that the proposed plans are viable. The apart from the natural resources, land surveys will be conducted to enable the construction of buildings. Thirdly, goals, directions, and actions required to actualize the plans will be determined. With the cooperation of the public and the administration, tourism in the area could be achieved through the productive use of available resources and the protection of the environment. Besides, the society will provide human capital for unskilled tasks will experts will be imported to facilitate the implementation of the plans (Developing your destination management plan. 2017).
Resorts and restaurants are the products of tourism that would revive the economy of Clipper Bay. This is because the territory has plain grounds that enable easy construction of buildings and roads. Secondly, the natural resources in Clipper Bay provide attractive sites for tourists who wish to visit the region. The beach provides opportunities for activities such as swimming, water skiing among other activities. Lastly, the secluded nature of the area provides vacation destination for many people. These comparative advantages will apply while sourcing investors (Johnson, Kackar, & Kramer, 2015). Besides, with the possibility of development, other stakeholders will cooperate in the plans of introducing tourism as it will revive the economy of Clipper Bay.
The immediate benefit that tourism provides in an area is economic growth. However, as the economy develops, positive and adverse effects are incurred. This will be a similar case for Clipper Bay. The tourism industry in Clipper Bay will generate employment opportunities for the community in the region as well as to skilled candidates from outside the area (Streimikiene, and Bilan, 2015). To the people of Clipper Bay, their economic activities will diversify. As a remote area, individuals have unskilled labor. Importing experts and training the local laborers will enable the transfer of knowledge and skills to the people of Clipper Bay. They will not only earn income from employment but also gain the experience to run various businesses. This will eventually result in the growth of their economy.
Apart from fishing and related business, Clipper Bay lacks real development. The introduction of the tourism industry will diversify the economy and make it attractive to tourists and investors. Additionally, tourism will contribute in capital inflow in the region, as well as, the payment of taxes. An increase in government revenue and funding from outside investors will improve the infrastructure of the region. So far, Clipper Bay is served by two roads with another under construction. However, an increase in activities and stakeholders will influence the development of infrastructure in the area. This will not only open up Clipper Bay but also contribute to the growth of its economy (Allen, et al. 2008). Additionally, tourism will improve the welfare of the people by providing higher incomes and training them how to operate various business thus increasing self-sufficiency. This will work towards the eradication of poverty. The administration will also gain taxes from tourism thus have revenues to meet the needs of the society.
Conversely, the region will experience some negative impacts. As tourism develops the area and the economy is revitalized, the region will experience a rise in the general prices of goods. Most tourist destinations have high price levels to take advantage of tourists. This will also apply to the local people. Secondly, since outside sources will also generate funding, there will be leakages in terms of capital outflows. Besides, tourism is an industry with cyclic seasons of boom and recession. This will translate to Clipper Bay economy and affect the employment of people. On the other hand, enclave tourism limits the growth of local businesses (Allen, et al. 2008).
Socio-Cultural and Environmental analysis
Alternatively, the socio-cultural and environmental aspects of Clipper Bay will be affected. For the environment, most of the impact will be negative. Introducing tourism in Clipper Bay will result in the pollution of its environment. First, waste management is always an issue for urban areas. The generation of waste exceeds the ability of the local government to dispose of effectively (Cohen, 2012). Being a region that is close to the sea that has marine life, this waste will affect the life of this ecosystem. Secondly, construction of facilities degrades the environment as organizations will exhaust Clipper Bay natural resource. Besides, without the interference of people, natural sites retain their beauty. Nonetheless, the strategies to maintain a healthy environment are to be implemented to ensure that Clipper Bay retains its natural beauty and environmental contamination is removed.
On the other, the social and cultural lives of the people will have mixed impacts. With tourism in the area, the people of Clipper Bay will have more opportunities of employment thus alleviating the level of poverty. Individuals in the area will gain various skills enabling them to operate other businesses. Besides, their culture will be transferred to tourists who visit the area (Davenport, & Davenport, 2006). However, tourism brings together people from various regions who have different customs and beliefs. This could be transferred to the local people leading to the attenuation of Clipper Bay culture. Besides, social evils such as prostitution, theft and other underground economy activities may be transferred to the area (Allen, et al. 2008).
Economic revitalization is the process of reviving the economy of a region. Clipper Bay a remote area where fishing and other trades such as weaving are the main economic activities in the region. However, Clipper Bay has comparative advantages such as a beautiful beach and natural pools and caves make it suitable for tourism. Its lack of infrastructure may inhibit the success of tourism in the area. As a chief planner, strategies to attract tourists and investors could help change the situation. Cooperation with local leaders and the government will enable the planning and implementation of tourism plans. One of the important plans is protecting the environment of Clipper Bay. The introduction tourism has mixed effects on the area. Employment will escalation and the economy will develop. On the contrary, inflation, environmental degradation and the spread of social evils will be the negative effects of tourism in Clipper Bay.
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