Tourism Themes and Marketing

This assignment delves into the diverse themes shaping contemporary tourism. It examines various marketing approaches within the hospitality and tourism sectors, including event tourism and the influence of social media. The text explores concepts like sustainable tourism and slow travel, highlighting their growing importance in the industry. Students are encouraged to analyze industry trends and best practices for engaging with stakeholders effectively.

HOSPITALITY PROVISIONS
IN TRAVEL & TOURISM
SECTOR

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P 1.1 Explanation of interrelationships between hospitality and wider travel industry..............3
TASK 2............................................................................................................................................5
P 2.1 Analysis of the implications of integration to the hospitality industry..............................5
P 2.2 Discuss of how integration has affected the hospitality business......................................7
TASK 3............................................................................................................................................8
P 3.1 Develop a rationale for a selected project clearly justifying decision linked to target
market..........................................................................................................................................8
P 3.2 Develop a plan for a hospitality business including the operational requirements of the
business.....................................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In UK, hospitality industry in UK one of the biggest business sector in country and it is
growing up in nation in frequent manner. It has been seen that, in modern time, integration has
been made great impact in business sector in the market. In this report, Accor hotel which is a
UK based big hotel. In addition, this, the report will be discussed about how integration has
affected the hospitality business in UK, and this study will be discussed upon Accor hotel has
been merged with Fairmont Hotel. Beside from it, the report will be discussed about
development a plan for Blue Dove hospitality restaurant firm.
TASK 1
P 1.1 Explanation of interrelationships between hospitality and wider travel industry
Travel and tourism could be defined as a part of recreational activity which a person does
for his recreation for entertaining purposes for leisure, fun time business trips and several other
types (Barros, Butler and Correia, 2010). In today's world travel and tourism sector has been
gained a lot of essential to provide satisfaction level to the customers by furnishing effective
accommodation services in industry. In case of traveling sector, it has becomes one of the most
essential business sector in UK, which has responsibilities to provision of travel and tourism
services to foreigner and country's peoples to having relaxation and spending their quality of
time on holidays.
Due to increment in globalisation around the world, the travelling industry has been
emerged to one of the most developing industry as compare to other industries in UK. From the
analysis, it could be said that, there are major interrelationships between hospitality and travel
industry (Bharwani and Butt, 2012). Both depending on each other in case of functioning of their
various business activities in relevant form. As per analysis, it can be said that, more than 35% of
GDP of UK has been consisted of hospitality industry in nation. As per the analysis, it is also
founded that industry has been gained significant growth in the country.
Hotels: Numbers of hotels are running in UK which is furnishing different-different
kinds of accommodation facilities. From 1 Start to 5 start, can be taken into account in respect to
understand the criteria of success of hospitality industry. All foreigner use hotel services while
traveling one nation to other nation.
Restaurant:In case of running hospitality industry, restaurant accommodation facilities
also play important role for getting proper success in these areas. Several types of restaurants are

running in UK such as fast food, cafes. Coffee shops, mainstream, fine dinning they all are
making great contribution in development of hospitality and travelling industry. Tourist utilise
restaurant services while travelling.
Pubs and bars: Pubs and bards has been gotten proportion of contribution to hospitality
industry (Bowie, Buttle, Brookes and Mariussen, 2016). In modern time, people likes to use of
pubs and bards for having relaxation within them. It makes endeavor to getting interrelation
between hospitality and traveling sector in UK.
Events: In modern times, it has been that, several types of events are celebrating by
peoples for different purpose. Peoples likes to sending time outside and use hotels for celebrating
events., it assists the running of both sector business.
Travel and tourism sector: It can be said that, travel and tourism sector now has been
reached to extreme level of emerging industry in UK. Due to increment in globalisation, travel
and tourism sector also getting proper success in the nation. It makes wide range of contribution
in GDP growth of UK. Peoples loves to gong outside the country and having relaxation on
holidays. So they most use travel and tourism services to go to their desired destination in order
to spending their quality of time. For utilisation of hospitality industry, they have to use of
travelling services as well.
Travel sector: In travel sector, people likes to going outside by using various types of
travelling services such as flights, buses, taxies etc (Dickinson and Lumsdon, 2010). All these
services could be used by various types of clients. So they use travelling services for going one
plan to another place.
Tourism sector: Tourism sector also depends on travelling and hospitality industry.
People mostly go outside for visit different kinds of cities, visit different historical place and
exploring different culture, which increase the demand of hospitality and travelling sector in UK.
Interrelation between hospitality and travel and tourism: Both industry depending upon
customer who comes in the country for different-different purpose. Travelling company is huge
depends upon its customers. It could be said that, there are numbers of customers are arriving in
UK by using various form of travelling tools and use hospitality services in order to staying and
sustaining in country. After arriving in the country, clients select their favourite hotels and
restaurant services to stay and eat. So It affects the hospitality industry in the nation. Due to
many historical places in UK and beauty of city, peoples loves to come in the city for exploring

and gaining excellent experience from the nation. Hence, it could be said that, they have huge
range of interrelationship.
Holiday and travelling package: In case of Accor hotels. They need to provide specific
holiday packages and travelling packages as well. So its customer’s will attract towards its
existing services (Dredge, Airey and Gross, eds., 2014). With the assistance of offering low
amount of travelling services, its customers would attract towards business accommodation
services and attractive hospitality facilities so it can make impact on both types of business
sector in the nation in profitable manner. Hence, it could be said that, both sectors are
interrelated to each other in respect to gaining desired success and profitability in business. It
attracts its customers to more attract their clients to utilisation of these services.
TASK 2
P 2.1 Analysis of the implications of integration to the hospitality industry
Nature of Integration: It could be said that, hospitality industry has been rapidly growing
and now it has been reached to one of the biggest industry in UK. From the analysis, it has been
founded that, various types of reasons are making great impact on these sectors for reaching to
global market success. Various travelling and hospitality companies are using several types of
techniques in respect to getting success in competitive hospitality industry. In case of Accor
hotel in UK, it has used integration approach for meeting to their desired goals and objectives in
industry, they have made integration with Toronto based parent company of the luxury Fairmont.
They have made huge popularity in UK market so it gives them to getting proper development in
their business sector. It could be said that, due to integration between Accor and Fairmont
company, both the business have reached to the way by which they can gain more competitive
advantage in the industry (Getz and Page, 2016). Acceptance of integration is vital part for Accor
organisation, because of with the assistance of integration they are holding string brand and also
maintaining reputation of the company in industry. In addition to this, integration provides
essential values to organisation in respect to working collaboratively for accomplishment of
collaborative common goals and objectives.
There are two types of integration system could be seen which is as following:
Horizontal integration: Horizontal integration is the acquisition of additional business
activities that are at the same level of the value chain in different industry. In the case of
Horizontal integration system, the process defines about a company in increasing in its products

and services at the same of the supply chain. Horizontal integration is related to making
collaboration from different-different industry. In case of travelling industry which could merge
with hospitality company in respect to gaining competitive advantage from market.
Vertical integration: Vertical integration is also necessary terms for hospitality
organisation. In case of Accor company can use of merger and acquisition approaches in order to
getting engaged with competitors who maintain top brands in same industry. In terms of Accor
and Fairmont company, both are playing leading role and they have been entered into integration
by using acquisition approaches (Hall, 2013). It could be said that, both brands are top brands in
hospitality industry and they have to increase customer base and also maintain the economy of
scale of brand in industry.
Impacts: Integration makes great impact in profitability and productivity of organisation.
There very fewer hospitality and travelling organisations are running in the industry who entered
into merger and acquisition approach. With the assistance of vertical acquisition strategy, Accor
and Fairmont both brands has distracted their various business role and responsibilities to each
other in the business. They have reduced the independent businesses in the firm in more
sufficient form. In addition to this, in competitive hospitality industry, its professionals need to
maintain economies of scale of the organisation in which they can gain desired profitability in
market. It also controls on various sub sectors of the businesses and also increment in market
share of the company as well.
Principles of ownership: This is also necessary terms for each organisation in order to
maintaining ownership of the company in industry. In ownership of business, Accor and
Fairmont both organisation owners need to recognise all things which are related to the
principles of the business (Lashley, 2011). Business owner need to make decision towards the
organisation all functions by which all business function could be run within industry.
It can be said that, several organisational professionals has identified that, what they have
role and responsibilities toward organisational functions so as per its requirements, they have to
maintain some essential exercises of the firm.
Principles of ownership defines that, leader and managers of the company need to build
positive culture of commitment and performance that plans in respect to managing their several
business practices in industry. They have to provide proper guidelines to their sub-ordinate in
order to completion of each task in the business in appropriate way.

P 2.2 Discuss of how integration has affected the hospitality business
How Integration has affected the Hospitality of a business:
In most sought after designation. Integration proved helpful for both the hotels to have
significant control over the market which in turns helps to provide cost advantages to the Accor
Hotel organisation which has been merged with Luxury Fairmont hotel to build strong and
fruitful relationship with the customers in order to promote the sales of goods, as well as
services. Integration is adopted by Accor hotel with Fairmont Hotel because they want to expand
their business in order to get global exposure (Mak, 2011). Both the companies are leading
globally hospitality industry, offering guest luxurious, accommodation as well. By integration of
both the hotels the threats of competition is minimised and the fear of entrance of new
competitor is also minimised. Investing in the hotels' infrastructure and bringing them altogether
in one brand name help Accor hotel and Fairmont hotel to expand more and more. With the
merger of Accor hotel with Fairmont hotel, both generate significant amount of revenue and also
provide global exposure to both the hotels. They are working globally, globalisation helps to
reduce the trade barriers that hampered the Fairmont hotel to work globally with Accor Hotel.
There are mainly two types of Integration:
 Horizontal integration Vertical Integration
Horizontal Integration: Accor Hotel and Fairmont Hotel posses horizontal integration
because they are of same industry that id hotel industry. Accor Hotel is dealing in the hotel
industry before merger and Fairmont Hotel is also dealing in the Hotel industry before
integration.
By horizontal integration industries can grow much faster than vertical integration because in
horizontal integration there is same supply chain, same types of work. Company grow faster than
in horizontal integration and Accor hotel has operating in 95 countries after the merger with
Fairmont hotel (McCabe, 2010).
Vertical Integration: Accor hotel and Fairmont hotel does not fall in the category of
vertical integration as they are not from different part of supply chains and different work, both
are dealing in hotel industries.

So the expansion of a firm into different steps along its production path or supply chain. Vertical
integration are those which are different from each other, their production is different, their
products, services all are different.
Important branding and pricing policies: Integration implication is most necessary form
branding and pricing policies of company. Both Hotel organisation professionals require to
formation of an effective strategies and policies by which they can maintain the pricing of their
accommodation facilities (McCabe, Minnaert and Diekmann, eds., 2011). In addition to this,
they need to maintain pricing standard of their various hospitality services in industry.
Become independent and compete large organisations: it could be said that, with
implementation of integration system, Accor hotels group become more independent and also
joining association to compete with the large organisation in hospitality industry in UK. It
provides them effective value to keep ahead itself ahead in competitive marketplace.
Control and manipulation of the market: With the help of integration, Accor hotel can
control over the market by introducing various effective and innovative services in front of
existing customers in market. Apart from it, they are required to manipulation of the market by
marking acquisition with other brands.
Increase market share: The organisation need to maintain its market share in industry by
utilising various market techniques and sales approaches to display their existing products and
services to is customers. With the assistance of this approach, they can increase the market share
of their business in order to gaining competitive advantages. Both organisation can use their
customers information and get engaged with them.
Improve quality: Integration also effect Accor hotel business, in order to making
improvement in its quality of accommodation products and services in industry (Medlik, 2012).
Both organisations have their separated expertise in its specific sector, so they need top use of
them and share their unique knowledge to implementation of innovation in various hotel sections
in respect to improving its quality of products and services in market.
TASK 3
P 3.1 Develop a rationale for a selected project clearly justifying decision linked to target market
The major ration behind it is that, the rationale development for hospitality business can
be undertaken by giving a particular example of opening a restaurant in England in order to

opening new business. In this case, I need to make clear idea about establishing process of my
restaurant business and also make a project in respective manner.
DEVELOPMENT:
Concept: The plan of opening a new restaurant in England, I need to make a clear idea
about establishing a restaurant and I need to select the areas where tourist rate in increasing
frequently. Apart from it, I have selected to open a restaurant business which name is Blue Dove
restaurant and there are various aspects of opening a business must be considered by its manger
while opening it. So advanced structure can be formulated in the business in order to gaining
more competitive advantage (Millar, Mao and Moreo, 2010). In rapidly growing hospitality
industry, the demand of foods products are increasing frequently and that;s why I have chosen
the idea. The general concepts of mu restaurant business defines that, all relevant prospect
regarding to set up a food business must be considered by its manager and innovation also must
be considered at initial level to make great impact on the business quality and effectiveness in
market.
Idea: This is the first step opening a business start from idea generation, I need to make
proper idea about establishment of a new restaurant in marketplace. In case of UK, variety of
different-different restaurants are running and providing quality of foods products. They have to
maintain some official services and administrative works as well. So there are several types of
departments are running which is finance and accounting, marketing and promotion, human
resource department, operational department, investment plans, financial projections and market
entry strategy as well. So general idea about establishment of new business in more necessary
part for opening a new business, which can help me to establishing restaurant business in
England. I will give my restaurant name which is Blue Dove restaurant. All modern restaurant
facilities will be provided by business professionals in relevant form.
Target market: This is also vital elements of business which must be taken into account
while planning a new business. Targeting market approach assist me to recognise some essential
areas of the country in which my products would get success (Minazzi, 2015). In addition to this,
I need to proper analyse my industry in UK's market which furnish me important information
about determine the latest trends in restaurant business. Target market for Blue dove restaurant
must need to go through its respective phases in industry. I need to select target audience in
market which consist of different groups of customers. In case of food industry, different age

group peoples like various types of food, so as per this strategy, I require to segmentation my
customers as per different age groups.
Location: Location selection is also one of the most vital task for Blue Dove restaurant, I
have selected England country's major city to establishing restaurant in nation. Proper location
provides me effective value to select location of my restaurant business in market. I have
selected to opening my restaurant in front of university's in England so there is high demand of
foods products specially for student likes.
Scale: Scale of restaurant business will be medium business sector, in which various
types of business functional departments included in the firm. In case of setting up scale of my
restaurant, I need to gather all essential requirements for establishing medium types of restaurant
in industry (Morgan, Lugosi and Ritchie, eds., 2010).
Funding: Funding is also essential factor of each business, in which I have to make
proper planning of gathering funding from my investors in market. I need to formulate a project
in which all expenses and operational works must be added. All sections of business must be
given proper funding. I need to attract investors by displaying attractive and innovative
restaurant business opening ideas in market. I will invest 50% of total capital budget as my own
and other 50% will be invested by my investors as per appropriate proportion of shares in firm.
Product and services and menu list:
Variety of product and services list is as below:
Pesto Mayo
Satay Sauce
Teriyaki Sauce
Thai chilli Ketchup
Creamy Wasabi Mayo
Roasted Pepper Mayo
Lava Cheese
Black Pepper Sauce
Curry Ketchup
barbecue
Pizza
Burger

Catering and waiter services.
Licensing: Licensing is also necessary part for my business. I order to getting proper
permission from UK government to running a medium size restaurant, it is also necessary part
for each organisation. As per its requirement, the restaurant manager require taking proper
licensing from England country's government in respect to running of proper business.
P 3.2 Develop a plan for a hospitality business including the operational requirements of the
business
DESIGN:
Brand: In order to making branding of my restaurant business, I need to utilise some
strategy for proper branding of promotion of my business products in industry adequately
(Renganathan, 2011). It can be said that, Blue Dove restaurant's manager need to offering its
various food and beverage products and services in market by giving advertising on social
media. It assists them to introducing brand in target market and predetermined responses can be
gathered. I have major aim to establishing brand equity of my firm on customer's mind.
Interior: Interior should in attractive form which assist to attract out targeted customer's
in industry. Interior part most attract its customers in market so its structure must be in attractive
format. There must be proper setting arrangement of my all customers in restaurant and all walls
and roofs should be well painted and all walls also must be decorated with colourful lightening
which attract its customers in market.
Exterior: Exterior section of restaurant business also must be in attractive form which
assist the firm to provide an attractive look overall. It has been seen that, most of the customers
attract towards restaurant outlet by seeing attractive exterior. So in case of Blue Dove restaurant
business, its professionals need to set up well structure its exterior in its selected location in
market. It helps the business to increasing in its customer base in industry.
Functional areas: In this case, the restaurant have several types of functional areas
which is needed to be taken into account in proper way (Scott, 2011). The functional areas of my
business is human resource department, financial department. Production and operational section
etc. all these functional areas will be well set up by its management department of the firm. In
addition to this, they have to maintain some official services such as attractive front desk, which
provides impressive welcoming greeting to their customers at front of it. Thus, all functions of
restaurant should run in proper manner so all business exercises can be done properly.

OPERATION:
Staffing: Staffing is necessary part for Blue Dove restaurant in order to running its
business functions in significant way (Tsang, 2011). Varied of staffs are necessary for
functioning its various section of business such as operational and operational activities at
workplace. Its Human resource department require hiring its necessary staffing for completion of
numbers of taskson daily basis.
The following staffs are necessary:
Restaurant manager
Chefs
Cooks
Dishwashers
Serving staff
All the above staff must be classified in business adequately and manager have to give all
role and responsibilities in restaurant as per its functional requirements. All the staff must be
recruited in firm as per their capability and experiences in this field.
Specialist qualifications:
Restaurant staff should be recruited as per their qualifications and specialist in this sector.
Varied of staff are necessary to recruiting by its HRM department in the firm. They all must have
specialist qualifications as per its required post in the firm.
For chefs, they must have master in restaurant food management degree
The restaurant manager require to must have done hotel management degree in master.
HRM professionals must have master degree in Human resource management program.
Chefs must have knowledge of common food allergies, food temperature control.
Financial department of firm have excellent experience about finance management.
Marketing executive must have knowledge about MBA in marketing.
All they have at least 2 to 3 years experience concerning the hospitality industry.
Staffing issues related to seasonality: From the above analysis, it could be said that,
hospitality industry is depended upon seasonality in nation and they have to maintain their
staffing issues in some critical seasons of the country. Restaurant customers depends on having
food outside in some special seasons and occasions. So its professionals need to ensure that, they
must have sufficient staff in case of increment in demands of restaurant in particular seasons.

Thus, the hotel management department should make sure that, they have proper staff which can
manager their demands of product and services at high level. Manager of the restaurant ought to
keep reserve the staff in the business in order to fulfilment of requirement of workers in crucial
situations of firm.
Compliance with legislation: They must have to compliance with legislation of UK. It
has been seen that, numbers of legislative rules and regulations are provided by England local
and country's national government about running a corporation in nation as per government rules
. So its professionals require running their business functions in market as per government
guidelines towards corporate sector (Williams and Shaw, 2013). In addition to this, its manager
also take proper licensing by nation's government in terms of running restaurant business in
industry. Thus, they have to consideration of all legislation policies towards the company so all
prospects of legislation of UK can be covered by restaurant manager.
Promotional activities: Promotional activities plays a major role for making motivate
their employees at workplace. In our restaurant manager need to provide appropriate
opportunities to their employees in respect to getting promotion in the restaurant at high level
post. All department must be given equal chances to proving themselves in the business by
furnishing effective services and making hard work in the firm. Promotional activities of
restaurant might motivate its workforce in the business towards work harder to accomplishment
of organisational and individual goals.
CONCLUSION
From the above analysis, it can be concluded that, Hospitality industry is growing in UK
in rapid manner and there are numbers of hospitality businesses are running in industry. In
addition to this, the report also concludes about how integration has affected Accor Hotel
business after merging with another hotel business. Apart from it, the repost has been concluded
that, proper developing business planning about Blue Dove restaurant business.

REFERENCES
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