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Competitiveness in the Tourism Industry - Case Study Example

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This essay discusses high competitiveness in the tourism industry, tourism providers must inculcate and incorporate certain innovative practices and strategies for managing tourism in general and tourists’ experiences in particular. It analyses tourism experiences management strategies…
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Competitiveness in the Tourism Industry
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Download file to see previous pages By these approaches and management strategies, tourism providers would be in a position to establish themselves as sustainable destinations providing quality and meaningful business and pleasure experiences to tourists (Berridge, 2007). The first step in realizing these goals is to enlist the services of an experienced tourism management team, which would integrate their expertise and research experiences in the running of the activities of a tourism destination. A tourist provider’s services should, therefore, meet the global definition of tourism experiences with regards to the global economic, social, and cultural contexts and experiences. The 15 Cs Framework, outlined by Fyall et al ('Destination marketing: a framework for future research' in Kozak and Andreu (editors), Advances in Tourism Research: Progress in Tourism Marketing (2006) Elsevier, Oxford) could be used as pillars by tourism providers for basing their management strategies and policies for tourists’ experiences. Included in the 15 Cs are customers, change, culture, commodification, crisis, complacency, complexity, communication, consolidation, control, creativity, channels, cyberspace, and collaboration (Fyall et al., 2006). By considering these 15Cs, some tourism providers have been able to achieve some degree of success in the examination and addressing of the issues and challenges encountered in their endeavor to improve tourists’ experiences. These destinations have also been cognizant of the fact that collaboration among the industry’s stakeholders is a key strategy in solving the challenges and other issues brought about by the increasingly demanding tourists (Shaw & Williams, 1997). This paper explores some of the management strategies that tourism providers use to manage tourists’ experiences. Tourism Experiences Management Strategies Examples of tourist providers that have attained success in improving tourist experiences via incorporation of the elements of Fyall’s 15Cs abound, the Disneyland Resort Complex in Anaheim, California is a rather effective cases study. This resort complex is under the ownership and management of the Walt Disney Parks and Resorts division of the giant Walt Disney Company. There are several attractions at Disneyland Resort Complex that have helped it manage and expand tourists’ experiences. These attractions include theme parks such as the original theme park that Walt Disney personally built in the 1950s and the Disney California Adventure Park. This latter park opened on February 8, 2001, is specifically designed and intended to celebrate the history and the culture of the Golden State (Sandler, 2007). Besides the theme parks, the Disneyland Resort Complex also manages tourists’ experiences by other services such as outdoor retailing, dining, and entertainment activities in its Downtown Disney, which is located between the entrance promenade of the Disneyland Resort theme parks and the Disneyland Hotel. The Disneyland Resort Complex also has numerous resorts, including the Disney's Grand Californian Hotel and Spa, Disney's Paradise Pier Hotel, and Disneyland Hotel. Important to the success of these facilities in the management of tourists’ experiences are Disneyland’s operations, which lay a lot of emphasis on consumer satisfaction.   ...Download file to see next pagesRead More
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