The Turnover of the Tourism Industry in Harrogate - Case Study Example

An individual field visit - Harrogate detail report AN INDIVIDUAL FIELD VISIT - HARROGATE DETAIL REPORT GRACE SARKAR Order No. 439051 08 May 2010 Table of Contents Introduction 3 Critically analyze the issues 4 Prepare plans and implement them 8 Evaluate the success of the arrangements 11 Conclusion 13 Sources 14 AN INDIVIDUAL FIELD VISIT - HARROGATE DETAIL REPORT Introduction The turnover of the tourism industry in Harrogate has been generally favorable despite difficulties with infrastructure and uncertainties due to economic recession. Any tourism industry registers growth on the basis of its ecological strengths and infrastructural amenities. There is also the need for it to be appropriately advertised for attracting clientele. Harrogate has been in the news since the mid-fourteenth century and has capitalized on its health and environmental assets. Harrogate is blessed with a rich culture and it is the birth place for spa. The place is also dotted with hills and dales and suitable for those in the nearby urban locations to refresh now and then. Harrogate is rightly eyeing the business tourism industry to leapfrog its presence from a national asset to an international tourism centre. A look at any brochure advertising Harrogate declares the pristine nature of its environment and other assets. "Broad tree-lined streets and beautiful parks and gardens combine with the sweeping 200 acres of town-centre grassland known as 'The Stray' to bring a spacious feeling to the town. Although never far from the principal venues and accommodation, visitors can enjoy peace and serenity close to the town centre. No wonder so many people return to Harrogate for another visit" (YorkshireNet Guide to Harrogate, 2006). "The Harrogate Lifestyle is a unique blend of warmth, intimacy and friendships. You will be surrounded by mature trees and landscaping, natural areas, walking paths, flowers and vegetable gardens. Harrogate is truly "in the heart of it all." Whether your interests lie with the excitement and cultural diversity of New York City, the non-stop action of Atlantic City, the deep-rooted history that Philadelphia offers, or the water fun, soft ocean breezes and sandy beaches of the Jersey Shore, Harrogate's location is ideal" (A Portrait of Harrogate, 2009). In a world of dwindling and depleting natural resources, Harrogate stands as a beacon not only for maintaining its ecological balance but also for seeking development with minimum loss to environmental concerns. Critically analyze the issues arising for managers, organizers and host The tourism industry is on the upswing in the UK as it is elsewhere on the globe. As economy improves and people's spending power increases, tourism is one of the items on the list of priorities in people's minds to put their money on. "With an estimated 10.2 million breaks taken in 2007 and volume growth of 17.2% since 2003, activity holidays are comfortably outperforming the overall travel market. By the end of 2008, activity holidays are expected to account for nearly one in eight holidays taken by Britons, growing from just over one in ten in 2003. "As consumers focus upon entertainment and self-improvement as much as materialism, holidays are becoming more frequent and they are increasingly dedicated to special interests and activities. We are living in a leisure economy and as we become more independent, experienced and confident holidaymakers, we are seeking to pursue our interests whilst on holiday. Just as gastronomy has influenced tourism choices, so has our growing interest in health, wellness and fitness" (Activity/Special Interest Holidays - UK, 2008). Thus, the existence of interest on mass scale in tourism naturally impacts management, organizing and the hosts or the natives living in Harrogate. For management, the key responsibilities are to ensure welfare and comforts of the inbound tourists. The annual growth rate of 5% in tourism in Harrogate indicates the management is doing reasonably well in their job to encourage second visits (Suckling, Helen et al; 2010). Management of tourist events is interspersed with allowance for personal tastes and preferences of each tourist. It may not be possible to use a please-all approach in tourist groups. However, the events must be designed to accommodate expressed personal preference of each tourist. Harrogate's climes and facilities appear capable to cater to individual needs of the tourists. The facilities available in Harrogate make for its management brand combining tourists needs with available assets. "Harrogate has a unique position in the long history of the utilisation of natural waters for curative purposes. It was Harrogate that first adopted the word "spa" as a generic noun in the 16th century. Likened to the resort of that name in the Ardennes it was where the waters were first drunk as opposed to the traditional bathing. With such a grand place in social history, the Harrogate Great Chronicle is an appropriately impressive history of the resort from the 14th to the 19th centuries" (Neesam, Malcolm G; 2005). The Harrogate Great Chronicle provides the history of Harrogate with its much sought after assets. "First, there were the visitors who were almost exclusively well off and whose numbers during the season exceeded the indigenous population in 1841 by an order of five times. Secondly, there were the doctors and innkeeper whose spacious hostelries had since the spa's origins formed the nuclei of social life. Thirdly, there was the Duchy of Lancaster, proprietors of the Forest, whose beneficent hand presided over the entire enterprise, carefully regulating the enclosure in the 1770s to protect the springs and their surrounds, and ensuring in the 1840s that the improvement legislation enabled Harrogate to develop beyond the self-interest of the innkeepers and doctors, as it provided a comprehensive piece of legislation which would benefit the entire community" The tourism industry in Harrogate is known for its commitment to excellence, competitive working environment and commitment to community. The time it is taking for development in Harrogate is a commentary on their commitment to safeguard environmental concerns, provide the best services to its customers, the best working environment for teamwork, creative thinking, respect, and open communication amongst its employees, and remain responsible to society at large" (Neesam, Malcolm G; 2005). The tourism industry manages its innovation process by focusing on alternative tourism systems and latest technologies. The industry is liaising with local authorities for developing infrastructure. The innovation process gets tremendous boost through all round concern to improve infrastructure through the use of good and latest technologies. Unfortunately, no data appears to be available now to assess the type of technologies made available to augment or improve infrastructure in Harrogate. Management now has a wide range of material available to choose from for application in Harrogate. The plan for development of tourism in Harrogate is complex owing to the nature of the industry. It is important to work for development without disturbing the ecological balance. Thus, the work is slow although it is steady enough to maintain the interests of the clientele. The organizers too appear to be doing well in advertising Harrogate and attracting tourists. Business tourism alone brings 350,000 visitors each year showing the tremendous potential that exists for developing Harrogate as a major tourist centre (Draft Economic Strategy, p2). Organizers are also well prepared with accommodations to receive tourists in large numbers. "Harrogate offers 275 thoughtfully designed apartment homes with styles that range from studios to two bedrooms with two baths. Every charming home offers a spacious patio or balcony, fully-equipped kitchens, as well as individual storage areas. Ample parking, private garages, and gardening areas are available. Nestled among 47 private acres, Harrogate is conveniently located only moments to shopping, banking, entertainment, dining and health care services" (A Portrait of Harrogate, 2009). "If you want a true taste of Harrogate's Yorkshire, look no further than the wide selection of festivals, shows and events taking place throughout the year. Try out the many events at the Aldborough Festival, Harrogate International Festival, Theakston's Crime Writers' Festival, the Nidderdale Festival and Knaresborough's summer 'feva'. Alternatively, take in one of the traditional village shows in villages all round the dales, or one of their fantastic crowd pullers like the Great Yorkshire Show, the Harrogate Spring and Autumn Flower Shows, the Knaresborough Bed Race, the Masham Sheep Fair and the Ripon Races. Art exhibitions, craft shows, markets full of fresh local or Continental produce, indoor and outdoor concerts, theatre performances, and much more are always on offer with lots of opportunities for family fun" (Harrogate Borough Council, 2004). The hosts are easily outnumbered by tourists. The natives living in Harrogate are benefited by the tourism industry. However, the benefits appear to be highly competitive and below national averages. "Resident income levels (471) are almost 10% higher than workplace income levels (429) but both are below the national average income (479)" (Draft Economic Strategy, p2). There is a high degree of migration by natives from Harrogate. Those looking for jobs with better pay prefer moving out of Harrogate. It is necessary to inculcate the culture for better payment in Harrogate to stem the outflow of efficient workers. This may require better educational facilities and attraction for luxury class tourism. Prepare plans and implement them for a special interest tourism trip Harrogate holds tremendous potential as special interest tourist (SIT) spot. Its natural resources for spa as also hilly climes gives it the gilt edge for attracting tourist the world over. Nonetheless, the infrastructure must develop to attract and retain world tourists. "There is fantastic and varied walking to be found in Horsforth, North Leeds. Within a 15 mile radius one can walk in places like Ilkley Moor, Otley Chevin, Harewood, Harrogate and Knaresborough, Wharfedale, Airedale, Lower and Upper Washburn, Nidderdale and Baildon Moor. The Leeds to Liverpool Canal passes by and there is lots of woodland and park walks in the pretty area around Horsforth itself. There are lots of interesting Leeds walks and Harrogate walks like the Harrogate Ringway and Knaresborough Round. There are great walking potential and these pages will reflect those areas as all the walks included on this site will be no more than 15 miles from any radius. The walks include hill walking on some interesting fells, rivers and valleys, tracks around towns and villages, places of historical interest and even a walk on the canal" (Walks in the Leeds and Harrogate Area, 2010) The infrastructure must improve so that there is no traffic congestion. Harrogate also needs higher educational institute to cater to its growing educational needs. There are tremendous potential for Harrogate to develop for tourism purposes. The agencies and consultants for tourism are witness to this potential and will leverage the changes needed to make the place more amenable and accommodating. The potentials exist because there are strategies to cater to public agencies, businesses, communities and individuals. Expertise includescountryside management, sustainable development, activity and special interest tourism, marine and inland waterstourismand countryside access and recreation. These consultancies also have good capacity in economic impact assessment, environmental assessment, feasibility studies, and business planning, and are experienced in economic appraisal, strategic reviews and evaluation work in respect of countryside projects (Annett, Judith A). It is necessary to work with the Harrogate Borough Council to implement plans for improving infrastructure. "The majority of the Harrogate economy (approximately 80%) is most strongly influenced by relationships with the wider Leeds economy, particularly Harrogate Town itself. The remaining 20% (including some of the market towns and rural areas) has more affinity with the North Yorkshire economy. Working relationships with partners in both the Leeds City Region and the North Yorkshire Sub Region are therefore both important for Harrogate Borough Council. A wide number of strategies, policies and other factors influence the economic-related work and priorities of the Council, and have been considered when developing this Strategy. The following 'influences' are worthy of particular note: Harrogate Borough Council / Harrogate District Context Harrogate Borough Council's Strategic Plan (2008-2011) Harrogate Borough Council Corporate Plan (2009-2012) Harrogate District Local Development Framework (2007-2021) Harrogate District Sustainable Community Strategy (2008) Harrogate District Tourism Strategy (2009) Several books have been written on plans for upgrading infrastructure for development of tourism. Books such as Building Community Capacity for Tourism Development (Moscardo, Gianna; 2008) and Research Methods for Leisure and Tourism: A Practical Guide (Veal, A.J, 2007) provide the blue-print for effectively developing infrastructure for tourism. Evaluate the success of the arrangements and contemporary issues studied The tourism industry is a fast evolving industry because of environmental issues and widespread interest in tourism. On the one hand, growth of tourism is fuelled due to the widespread interest in traveling. On the other hand, this growth has to be appropriately analyzed and development takes place on the scale of demand and supply keeping in mind the need to not disturb environmental issues because tourism depends on preserving the topography of the region. The tourism industry in Harrogate has maintained its good image through careful and selective developments so as not to disturb the local climes on which its attraction as tourist spot depends. The Harrogate tourism promoters are aware of the importance of maintaining its culture and landscape. Any change in the topography will create an adverse effect on the millions of tourists who keep visiting Harrogate sometimes year after year. The only way to achieve growth is by maintaining a policy of preservation of the local landscape and improving services through selective development of infrastructure. Some of the ways on how tourism can develop in Harrogate are improvement of infrastructure, mainly the roadways to ease traffic congestion, and arrange for higher educational facilities. Business tourism is already doing well although it can be further improved through better media and construction of luxury facilities. Harrogate is specially known for its healing water spas. Its natural springs and spas along with the hills and dales attract tourists. Added to these, the cultural festivals throughout the year significantly improve prospects for tourism industry in Harrogate. Hence, tourism in Harrogate is sufficiently guaranteed with natural assets and festivals. The only time to look out for slump in business is when economic recession happens. This does not affect tourism only but all businesses. Harrogate has consistently followed the path of technological research and innovation. However, it must have in place proper policies for human resource. It must have a policy of treating its employees as its asset number one as also its cultural and educational commitments must be constantly reviewed to enhance its market position. The tourism industry in Harrogate has scrupulously followed its growth pattern of expansion through publicity and word of mouth references. All these factors have positively contributed to its competitive advantage. The industry has improved its competitive stake through advertisements, cultural events and its growing national network of agents. The industry's emphasis on growth through customer satisfaction and repeat visits has paid rich dividends in terms of recognition and revenues. Conclusion Tourism is on the rise in Harrogate. This is a good sign for the business as well as the local people in Harrogate. Tourism in Harrogate can be further diversified through added attractions such as sports and educational research. However, every development must be weighed on the impact it causes on the environment. Otherwise, there will be heavy price to pay in the form of damages to the environment that can devastate tourism. The demand for tourism is colossal and fortunately for Harrogate it is richly endowed with natural assets that attract tourists in millions. Three recommendations with timeframe are: tourism in Harrogate can be promoted by introducing it new regions around the world. It can be developed on the basis of five-year plans with infrastructure occupying top place. The third recommendation is by diversification into education and building educational institutes of high caliber to attract students from the world over. 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