Successful Public Sector Development Strategies - Essay Example

? Tourism Table of Contents Discussion 3 Conclusion and Recommendation 8 References 9 Discussion Tourism is considered as one of the profitable industries for several developed and developing countries. Significant growth of this tourism industry is effectively contributing to the growth of the economic development of these countries. Governments of these developed and developing countries are strongly focusing on effective strategy development process in order to maintain the profitability of the tourism industry (Brown, 1998, pp.43-69). Now-a-days, public and private sectors of developed and developing countries are working collaboratively in order to increase the profitability of tourism industry. Tourism organizations’ managers in private and public organizations need to be well informed strong understanding and command of consumer behaviour as the growth of this industry highly depends on consumer behaviour. In addition to this, commercial interest also needs to be considered in order to develop tourism strategies. What public sector development strategies are typically used to encourage tourism? The public sector organizations introduce several development strategies in order to encourage the tourism. First of all, the public sector organizations generally formalize the tourism industry engagement programs and activities. In these programmes, the organizations invite the board and industry members to discuss over the strategy development process. Globalization and technological revolution is motivating the public sector organizations to target potential customers through online marketing and promotional strategies (Hall and Page, 2006, pp.96-117). Each and every public sector organization is developing attracting website that can provide entire information about the destinations, events and package price to the target customers. In addition to this, sustainable and green strategy development process is helping these organizations to attain sustainable industry growth (Elliot, 1997, pp.31-37). Several unique customer awareness and brand promotional strategies have been adopted by the organizations to develop potential client base. However, the public sector organizations mainly focus on the sustainable practices and operational strategies. What public sector development strategies have been successful/ effective? Why? Promotion and marketing activities through online media networks have been successful. In addition to this, sustainable planning and strategy development process is motivating more number of customers (Hall and Jenkins, 1995, p.19-31). Major limitation is the lack of commercial interest in the developed strategies. In addition to this, limited stakeholder engagement activity during strategy development process can make it difficult for the organizations to meet corporate objectives and business goals. What are the limitations? Golf tourism can be considered under sports tourism sector. Golf is considered as one of the most attractive and significant sport tourism activity that can contribute effectively to the economic and social welfare of the destination. This sport is becoming popular among the people of several developed and developing countries around the globe (Priestley, 2006, pp.170-178). Looking into these favourable aspects and environment, public sector and private sector organizations are collaboratively developing strategies in order to maximize profitability (Jeffries, 2001, pp.19-27). The collaboration of private and public sector organization is highly required in the strategy development process. Generally, public sector organizations motivate the private organizations to follow the legal policies in business policies On the other hand, private sector organizations focus on particular commercial interests and consumer behaviour. It is important to develop customer oriented business strategies in golf tourism. The number of golf lovers is increasing significantly around the globe. The public organizations generally take care of the policy development process and business operation sustainability (Mowforth, 2008, pp.173-192). Private sector organizations take care of promotional, CRM and PR activities in order to ensure the growth of Tourism industry. It is important to develop several promotional campaign strategies for a golf tourism event (Pearce, 2002, pp.83-98). In order to achieve success through this event, it is important for the public sector organizations to use several marketing tools. On the other hand, the private sector organizations need to entirely depend on the support of public sector organizations. The organizations can get effective help and support from government through these collaborative activities. Can public and private sector work together? How they work together? Public and private sector in tourism industry can work together. The collaborative business performance of these two sectors can help the tourism sector to grow at a significant rate. Having specific commercial interests can help both private and public sector organisations to foster the growth of tourism industry (Harrison, 2005, p.88-103). Now-a-days, both the sectors are focusing on specific types of niche tourism in different global destinations. Sports tourism, food, tourism, festival tourism and education tourism are the examples of different niche tourism activities. This essay will focus on the golf tourism strategy development process in several developing and developed countries. Private sector and commercial interests Private sector organizations generally develop and implement strategies in order to ensure more market share and effective brand performance. Commercial interest is the major business objective for the private sector organizations. Recently these private sector organizations are highly focusing on sustainable business performances in order to get customers’ and governments’ attention. Stakeholder engagement in the decision making and strategy development process helps these private sector organizations to develop sustainable strategies (Woodside, 2009, pp. 205-215). The stakeholders include both the external and internal stakeholders. Sustainable and green business operation can help the organization to ensure the fulfilment of commercial interest (Ritchie and Crouch, 2003, pp.83-95). Golf tourism is one of the emerging parts of niche tourism activities. In several developed and developing countries like USA, South Africa and India; governments are trying to motivate these private sector organizations to increase their profitability (Harris and Leep, 2011, pp. 55-73). The managers of private sector organizations in this golf tourism industry need to ensure significant number of visitors and spectators for specific events. Without commercial interest an organization cannot enhance profit maximization (Mason, 2003, pp.22-34). Sustainable business operations, green business performance and following of the developed policies and legislations by government are part of business strategy. These mentioned business activities will ensure the private sector organizations’ objectives of commercial interest. What is consumer behaviour? Consumer behaviour can be defined as the behaviour of a specific group of customers towards a brand or a product or a service. Inadequate economic environment, socio-cultural factors and legal aspects can affect the consumer behaviour (Dredge and Jenkins, 2006, pp.14-21). In terms of golf tourism; the target customers, such as golf players and spectators can avoid the related events in a specific destination due to lack of economic support and socio-cultural motivation (Gunn, 2002, p.17-29). The public and private organizations along with the government of a particular country need to develop effective promotional and pricing strategy in order to motivate the target customers. Economic pricing and strategy development according to the social needs of people can help the organizations to generate significant business revenue. What factors affect consumer behaviour? How markets influence C.B.? A market can influence consumer behaviour through effective policy development and implementation activities. Now-a-days, in different developed and developing countries, the private and public sector organizations are working collaboratively in order to motivate the stakeholders (Ledwith, 2005, p.36-45). The organizations need to do a proper market research in order to identify basic demand of the golf loving individuals. It is highly important to evaluate and monitor the purchasing behaviour of the consumers before developing pricing strategy of a particular golf tourism event. How is consumer behaviour relevant in tourism marketing? Consumer behaviour is truly relevant in tourism marketing because of differentiated demand of target customers regarding a particular proposed event. Sports tourism is an important field in tourism that effectively contributes to the growth of a nation’s economy. Several private and public organizations are collaboratively developing and implementing strategies in order to meet business and corporate objectives (Harrison, 2005, pp.56-67). Organizations in developed countries need to include consumer demand; otherwise the organizations can face huge loss. An objective or a strategy cannot become successful without consideration of behaviours of consumers and commercial interests (hall, 2008, pp.53-62). The organizations should have the motive to develop customer specific strategies and commercial interest with the aim to make significant profit. These objectives, demand of customers for the events and significant marketing strategy development process motivate the investors to invest in these projects. Government, organizations and the investors can make huge profit through these strategies (Tassiopoulos and Haydam, 2008, pp.870-875). In addition to this, the investors need to be motivated and encouraged by several government initiatives as it is required for the economic growth of a country. Conclusion and Recommendation It is clear from above discussion that the public and private sector organizations need to work collaboratively in the niche tourism activities. Lack of understanding about commercial interest and consumer behaviour are considered as major limitations of the public sector strategies. Effective collaboration of public and private organizations can help to develop sustainable strategy based on consumer behaviour and commercial interest. However, in golf tourism events the managers of the organizations need to implement unique marketing strategies according to the specific purchasing behaviour of people. It is important for the organizations or stakeholders or investors in a specific golf tourism event. Following recommendation plans will help the private and public sector organization to motivate the investors to make valuable investments in the projects. First of all, it is important to aware the target customers through effective marketing strategies. Online promotion will help to create significant customer awareness. Celebrity brand endorsement and logo development for a particular golf event will attract the target customers. These significant activities will motivate the investors. It is important to engage the investors and other stakeholders in the decision making process. Proposal for future projection and outcome will encourage the investors to make investment. A particular event needs to produce tourism annual report. Annual financial growth of these events will help the organization to influence investors. References Brown, F., 1998. Tourism Reassessed: Blight or Blessinmg? London: Oxford. Davidson, R., and Maitland, R., 1997. Tourism Destinations. New York: Hodder & Stoughton. Deegan, J., and Dineen, D. A., 1997. Tourism Policy and Performance. London: Thomson Business Press. Dredge, D., and Jenkins, J., 2006. Tourism Planning and Policy. New Jersey: John Wiley and Sons. Elliot, J., 1997. Tourism policies and public sector management. London: Routledge. Gunn, C., 2002. Tourism Planning: Basics, Concepts, Cases. London: Routledge. Hall, C. M., 2008. Tourism Planning. London: Routledge. Hall, C. M., and Jenkins, J. M., 1995. Tourism and Public Policy. London: Routledge. Hall, C. M., and Page, S. J., 2006. The Geography of Tourism and Recreation: Environment, Place and Space. London: Routledge. Harris, J., and Leep, A., 2011. Golf, Tourism and the 2010 Ryder Cup: (De) Constructing Images of Wales. Journal of Sport & Tourism, 16(1), pp. 55-73. Harrison, D., 2005. The Politics of World Heritage. Toronto: Channel View. Jeffries, D. J., 2001. Governments and Tourism. London: Oxford. Ledwith, M., 2005. Community Development: A Critical Approach. London: Oxford. Mason, P., 2003. Tourism Impacts Planning and Management. London: Oxford. Mowforth, M., 2008. Tourism and Sustainability. London: Routledge. Pearce, D., 2002. Contemporary Issues in Tourism Development. London: Routledge. Priestley, G., 2006. Planning Implication of Golf Tourism. Tourism and Hospitality Research, 6(3), pp. 170-178. Ritchie, J.R.B., and Crouch, G. I., 2003. The Competitive Destination, A Sustainable Tourism Perspective. London: CABI Publishing. Tassiopoulos, D., and Haydam, N., 2008. Golf tourists in South Africa: A demand-side study of a niche market in sports tourism. Tourism Management, 29(5), pp. 870-872. Woodside, A., 2009. Applying Systems thinking to the sustainable golf tourism. The Joura\nal of Travel Research, 48(2), pp. 205-215. Read More