Management Table of Content Introduction 3 Aspects of Development 3 Positioning in the Global Tourism Market 5 Market Segmentation 6 Geographic Segmentation 7 Demographic Segmentation 7 Psychographic Segmentation 8 Behavioural Segmentation 8 Networking Dealing 8 New Techniques and Innovation 10 Conclusion 12 Reference 14 Bibliography 16 Introduction Thomson is one of the world’s leading travel companies…
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Thomson operates in UK from more than 650 stores. Thomson Airways which is part of the company is the largest charter airline in UK and was founded in the year 1962. Thomson operates its services from around 23 airports of the country (Thomson, 2012). Aspects of Development Tourism is a valuable sector and is fast growing into a major sector worldwide, contributing significantly towards world economy. Tourism is greatly affected by the economic crisis, political instability, terrorism, etc. which altogether have a negative impact on a country’s economy (Ryu, n. d). Tourism influences lives of many communities around the globe. There are both perceived and real fears associated with the tourism industry and can be related to ineffectively managed ventures of mass tourism. As far as economic activity is concerned, tourism can also have negative impacts on the economy along with the communities residing in that particular country. These negative impacts are required to be measured and analysed to develop a solution in order to yield a positive result. Aspects of development in context to tourism are important but may also lead to the loss of cultural identities by destinations in order to meet the demands of global customers (Gawler.Sa, n. d, p. 1). Sustainable development is related to the factors such as environmental, economic and social, which greatly impacts the tourism industry. Tourism that addresses the needs and preferences of the communities, environment, visitors and industry can be said to be on the path of sustainable development. In order to attain sustainable development; Thomson needs to consider various aspects of tourism industry such as economic, socio-cultural and environmental. This will not only ensure a good opportunity for the company to develop itself into a global player but will also contribute in attaining large market share. The sustainable development for Thomson will not be restricted to particular destinations but will have a broader application to different forms of tourism such as niche tourism and mass tourism. Thomson is also required to establish a balance between economic, socio-cultural and environmental aspects to attain longevity in sustainable development. Thomson Sheraton is required to ensure that: 1) It should make best use of resources related to the environment as it forms key component in development of tourism. 2) Value the socio-cultural legitimacy of host communities. It should preserve their traditional values and cultural heritage. 3) Ensure long-term and viable economic procedures, providing benefits to stakeholders. The company must look towards opportunities of earning income and contributing towards the welfare of host communities. The aspects of development for Thomson would further require monitoring of impacts of tourism and accordingly taking the taking right measures to deal with the problems associate, if any. Sustainable development should also deal with the customer satisfaction while ensuring a great experience to customers (Sdt.Unwto, n.d). Positioning in the Global Tourism Market Positioning can be defined as the way a company or a product is positioned in the minds of the consumers. It is can be noted that the product of company may be created in the factory but the brand of the company is created in the consumer’
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