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Tourism strategy - Essay Example

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Thomas Cook is a well functioning international tour operator. It is the only one company in which the participation of the tourists and vacationers in ensured for their vision "The Whole World of Travel." It started its business operations in the year 1841, by Thomas Cook, an English publicist…
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Download file to see previous pages Services offered include travel shops, tour operators, and charter airlines. To complement the company's brand strength, Thomas Cook also owns a whole host of other renowned tour operator brands and airlines, including Thomas Cook Reisen, Neckermann, JMC, Condor, and Thomas Cook Airlines." (SAP customer success story, p.2).
Corporate social responsibility is the motto of Thomas Cook Group. They provide support to the responsible tourism programs of the Travel Foundation by minimising the negative impacts arising from intensive tourism and maximising the benefits from the tourism to the local community. Through positively influencing the native society of the tourism destination, they contribute to the development of the industry itself. "Thomas Cook's mission is to "perfect the personal leisure experience." "In keeping with the values of Victorian society, Thomas Cook believed that by offering alternative, more virtuous and educational leisure activities, the lives of working people would be greatly improved and that everyone could become better educated through travel." (Steps towards a sustainable future).
In order to achieve the operating profit target of $ 620 million in the period of 2009/ 2010, Thomas Cook differentiates their focusing from the main stream tour operating to independent travel and financial services. "Thomas Cook said it would increase targeted online sales to 35% in 2009/10 as part of its strategy of increasing controlled distribution." (Fearis 2007).
Brief synopsis of the sustainable tourism strategy of Thomas Cook:
Sustainable tourism is also referred as responsible tourism. It is based on the development of positive attitude towards the community and the environment of the destination to which the tourism is focused. Careful utilisation of valuable local resources for the benefit of the community and the protection of local environment is part of sustainable tourism. In this concept the following points are involved.
1. Admiring the local culture and environment of the destination.
2. Giving adequate economic returns to the people in the local community by buying their products and utilising their services.
3. Considering the savings of water and other natural resources in the environment. To co-operate with the energy saving programs initiated by local government is the main consideration required.
4. Contribution to protect the endangered wild life species in the destination.
5. Safeguarding the natural and cultural heritage of the tourism destination while tourists are in visit.
6. Self enjoyment and at the same time being responsible for one's own actions.
7. Caring and enhancing the attraction of the favourite destination through brilliant actions for the future generations of visitors.
Sustainable tourism strategy adopted by Thomas Cook:
Thomas Cook adopted sustainable tourism strategy. By holding the concept of social responsibility, they started the first holiday package. The sustainable tourism strategy of Thomas Cook is divided into six sections and for each of the section, detailed insight is provided for fulfilling the targeted goals.
Thomas Cook is showing commitment to their sustainable tourism strategies. For the fulfilment of their objective they ensure the support and help from their clients. For helping to boost the local economy, local purchasing is ...Download file to see next pagesRead More
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