In today’s highly competitive environment, one of the fastest growing sectors is travel and tourism. In these days, majority of people are highly involved with leisure activities and due to this, they usually visit different tourist places. Different individuals visit to several places for different purposes such as business trips, spending their holidays, education etc. These are some of the most common reasons due to which most of the tourism businesses are framing various strategies. With the help of these strategies, they are planning to make better experience for tourists. In this regard, the present study gives brief description about the tourism environment for selected country i.e. India as well as current developing issues such as terrorism and security, health and safety concerns, negative social and cultural impacts etc.
In addition to this, next section provides appropriate information about the travel and tourism organization as well as its respond towards the emerging trends and changing needs of consumers. For the same, Thomson holidays are being taken into consideration which is a UK based travel operator.
1.1 Issues currently driving change in the travel and tourism sector
Tourism is considered as one of the fastest growing industries as high number of people within different countries are involved in different tourism activities. For the same, tourism organizations are adopting various strategies through which they can easily attract more number of customers towards their country. For this particular section, India has been selected as a destination. It is a country that is known for its lavish treatment to all the visitors. It is one of the most famous tourist destinations due to its cultural heritage and festivals held abiding attractions of visitors.
However, there is a huge growth of tourism in India such as Domestic tourism of India is as old as Indian society. The country witnessed more than 562 million domestic and 5 million foreign tourist’s arrivals. India is also ranked at 11th position in Asia pacific region as well as the best country brand for value of money. While maintaining this position, they are facing several issues regarding security, globalization, changing needs and demands of consumers, taxation, marketing and promotion etc. Following are the two current issues faced by them at the time of attracting huge base of visitors towards their country such as...
It has been founded as a major problem for the growth of tourism for a number of years. The whole sentiments of foreign tourists are highly affected due to the political unrest and terrorist attacks in different parts of country. In the year of 2002, terrorist attack took place in Gandhinagar due to which there is a huge decrement in the number of tourists of country. It has raised the concern of safety for visitors. However, they are driving change for regaining the trust of people. Security at tourist’s spots, airports as well as hotels has been beefed up to regain the confidence level of tourists.
Further, changes are taking place from the side of government as well. They are taking proactive approach in addressing these issues and identifying its potential impact on the industry. Another major common issue faced by India nowadays is that it is a high-taxed industry. It is the major reason which is making this country more expensive as a tourist destination. It is highly affecting the growth of India with respect to increasing tourism. For this reason, inbound tourism is one which is the most affected. There are varied taxes which are covering right from the tour operators, transporters, airline industries to hotels. It includes various taxes such as service tax, luxury tax, tax on aviation etc. It highly affects and hampers the overall growth of tourists. However, government of country is planning to take several initiatives through which they can reduce these tax rates.
Further, the above given two issues are the current issues which are driving changes in the number of visitors of India. These are the major issues due to which industry is hampering the growth of tourists in country.
1.2 Different issues using Appropriate Methods and Resources
From the past several studies, it has been founded that India is rewarded with the tag of “Incredible India”. The above given section has presented two major issues which has affected the total growth of tourists in India. In addition to this, there are various issues which might arise due to its rich culture and heritage. Due to the increasing violence in India, terrorism is regarded as one of the biggest issues.
Moreover, customer’s needs and demands are changing day by day and it is becoming quite crucial for the government of country to take several initiatives. Terrorism and violence are becoming the first and foremost issues for tourists everywhere in India. They are increased due to lack of monitoring activities of security agencies in the nation. Further, People of country have lack of roles and responsibility regardingit. So many terrorists conducted many serial blast in major cities of India like Mumbai, Jaipur and Delhi. For example, Terrorist group attacked on oberai hotel and central railway station of Mumbai in 2008. Many national and international citizens assassinated in the attack. So, terrorist issues also affect the frequency of visitors in India.
Health and Safety Issues
Health and safety reasons are the most severe issues in the country. Many citizens and foreigners are injured and died in the nation every year. It creates problems for visitors who are come to visit new tourist destinations in the India. For example, Swine flu is viral disease which produced many complexities for national and foreign tourists regarding health and safety in the major cities of India. Due to Swine flu disease, many people were infected and died in the nation. As per the data, Union health ministry of India calculated 322 death in Gujarat state in 2015. In addition to this, 321 death occurred due to infection of Swine flu in the Rajasthan state which increased so much health and security issues in India.
2.1 Discussing Current Trends Influencing Change in the Travel & Tourism
There are many changes occurred in the trends which create so much impact on the travel and tourism sector of India. Indian government tries to develop heritage and cultural tourism, adventures and hotels for effective improvement in the nation.
Heritage and Cultural Tourism
Indian government emphasizes to improve its heritage and cultural sector. They renovate ancient temples, forts and museum to improve travel and tourism industry in India. For example, they repair and maintain forts like fort of Aamer, Jaigarh and other heritage places in a regular time intervals for attracting many national and international visitors at heritages locations. This trends also increases the income and profit of tourism sector in the India.
Improvement in Hospitality Sector
Indian government tries to develop hospitality sector at tourist places of India. Better hospitality services contribute an effective role in increasing number of visitors at various tourist locations of India. For example, Indian travelling authorities also develop many hotels and resorts at various tourist locations like Jaipur, Shimla and Mumbai to increase frequency of visitors in the India. These current trends provide effective opportunity to earn better income and revenue from all types of tourists in India.
This is a current trend which lures many visitors in India. Tourism authorities are developed many adventure places for better enjoyment and pleasure of national and foreign visitors in the India. For example, they also encourage tourist for many adventure like Panji jumping and rafting. These efforts also enhance the number of local and international visitors as comparison of previous years.
3.1 Determining how travel and tourism businesses could respond to change
Mainly, Thompson air travel organization can effectively respond to change the requirement of tourists. Management of firm can use PESTLE analysis to give better response to the changing needs of visitors.
Political and Legal Factors
Management of Thompson can analyse political and legal factors like taxes, tariffs, employee’s health care policies as well as proper safety regulations in the nation. These factors contribute an effective role for organization to make its proper strategies regarding improvement in travel and tourism sector which can increase its business in the United Kingdom.
Thompson can also measure economic environment of UK. This aspect covers level of economic stability, inflation and Gross domestic product rates, currency fluctuation level etc. which help the organization for responding effectively against the changing needs of its visitors. These also aid in improving current policies to earn better income from national and international visitors in the UK.
Management of Thompson can determine the requirement of visitors, their life style and trend regarding tourism. These factors contribute an effective role for the organization to develop better policies for responding effectively towards the altering requirements of tourists in the travel and tourism sector of UK.
Thompson organization can monitor the technological aspects like network coverage, internet and communication facilities at tourism places etc. With the help of technological factors, corporation can make its travel and tourism strategies in a better way which provide huge help to manage its operations and increase its sales of air tickets in the nation.
Management of Thomson can measure the climate aspects like loss of plantation which can harm the environment of nation. This process can help in developing effective strategies as per the demand of visitors as well as government of UK. This way, firm can respond changing requirements of visitors in an appropriate way.
3.2 Developing strategies on how organization could respond to change
Management of Thompson can develop many strategies as per the changes in travel and tourism industry. Some of them are described in below paragraph.
Organization can effectively promote its airline services as per the need of visitors that helps to increase its business in travel and tourism sector. For example, Thompson can use online media like Facebook, YouTube as well as Twitter to advertise its air services which can contribute effectively to give proper response to the travellers. Thus, Thompson can increase its travel and tourism services in an appropriate manner in United Kingdom.
Management of firm can design proper tour packages as per the current trend of visitors which can help in responding them in a better way within travel and tourism industry. For example, trends related to adventure and heritage have increased in comparison of previous years in the nation. So, management of Thompson can design its tour and travel package for tourists as per the current situation in the nation.
Organization can conduct campaigns for travel and tourism destinations. Firm can provide better knowledge to visitors regarding tourism places in the nation. For example, Thompson can design campaign on the basis of current trends and needs of visitors. It can provide knowledge about adventure and heritage places of UK which can help to increase its business in an appropriate manner. This way, corporation can respond in a better way towards the changing needs of visitors in United Kingdom.
3.3 Justifying strategies for how Thompson firm
As per Cohen, and Cohen, generally, suggested strategies are appropriate for management of Thompson in the United Kingdom. Such strategies can contribute an effective role for corporation to increase its business by enhancing the percentage of its market share in travel and tourism sector. According to Mowforth and Munt, many visitors utilize Facebook, twitter as well as Youtube in all over the world. So, these advertisement tactics can effectively create better awareness regarding air services of Thompson. With the help of such strategies, firm can earn better revenue and income from its tourists in the United Kingdom.
As per the Reisinger, organization focuses on including the factors such as adventure, heritage and green tourism while providing services to its customers.. So, by developing proper tour packages, management of Thomson can increase the level of its tourism services in the nation. As per Sharpley and Telfer, Thompson contributes an effective role in travel and tourism sector to increase number of tourists as well as visitors through providing better services to them in the UK.
According to Hannam, Butler and Paris, Campaigns can help in creating effective awareness in the mind of tourists regarding tourism places in the United Kingdom. This process can interact various visitors to visit different types of adventure and heritage places so that organization can achieve better income by selling air tickets and packages in the market.
4.1 Examining how effective were the responses and analyse the impacts on the performance of the Thompson organisation
Visitors showed positive response on the services of firm in the nation. Travellers got better knowledge regarding the travel and tourism destinations of UK. Due to this reason, performance of organisation had been increased as compare to past years in the travel and tourism sector. Management of organisation sold good number of air tickets due to usage of effective advertisement strategies in front of its consumers in the nation.
In addition to this, corporation got optimistic response from visitors of nation. Many consumers added through tour packages for visiting adventure and heritage places in the United Kingdom. Due to this reason, management of Thompson gained effective market share in the travel and tourism sector. Further, organisation collected good amount of profit revenue from visitors.
Management of organisation found positive response from its travellers in the travel and tourism sector. Many types of visitors got effective knowledge regarding the adventure, heritage and green tourism places in the nation. In addition to this, Thompson also increased its performance and efficiency in the travel and tourism sector. Organisation also enhanced its profit percentage by effective selling airline tickets to passengers in the UK.
4.2 Analysing the consequences of organisation failing to response to the changing needs
Generally, if organisation can give positive response as per the changing needs of visitors in the travel and tourism sector, then it can get many benefits. Otherwise, enterprise can face many problems in the market. Following are the problems represented in below paragraph.
As per Timothy, consequences can be higher if organisation fails to give appropriate response to the changing needs of tourists in the market. Advertisement strategies of organisation can also create negative impact in mind of visitors which may reduce its market image in the United Kingdom. Sales of airline tickets can be reduced in comparison of previous years.
According to Kennell and Chaperon, if organisation cannot fulfil the expectations of visitors by providing appropriate tour packages, then it can create conflicts between management of Thompson and tourists which can directly produce negative impact on its travel and tourism services in the nation. As per the Sharpley and Stone, organization can also face legal obligations due to mismanagement in travel and tourism operations.
As per Kaminski, Benson and Arnold, if management of Thomson is unable to give better response against the changing needs of visitors, then it can reduce its market share in travel and tourism sector of UK which will lead company to the loss in the market. On the other hand, organisation can also feel complexities to manage its general operations at work place. This way, Thompson can disappoint its visitors in travel and tourism sector.
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From the report, it is found that security and taxation issues of India can affect the travel and tourism operations. Further, terrorist as well as health and safety issues can create negative impact on the tourism sector. Adventure, heritage and improvement in hospitality sector contribute an effective role for Indian government to increase frequency of visitors in the nation. In addition to this, political and legal factors may help Thompson to respond effectively towards the changing needs of consumers in the United Kingdom. However, it can be concluded that effective responses of organisational strategies create positive impact on its business in the nation.
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