Analysis of Tourism Destinations and Management Strategies

This assignment delves into various studies on tourism destinations, including the influence of destination image and tourist satisfaction on tourist loyalty, the impact of economic, social, and environmental factors on trip satisfaction, and the importance of managing and marketing tourist destinations. It also covers the role of film tourism in sustained economic contributions to destinations, as well as the significance of interlocking directorships against community closure in development within tourist destinations. Additionally, it touches upon consumer perception of healthfulness and appraisal of health-promoting tourist destinations, and how environmental knowledge, sensitivity, and place attachment affect environmentally responsible behavior.

INTERNATIONAL
HOSPITALITY
MANAGEMENT

Table of Contents
Background To International Industry- ..........................................................................................1
Background to Hotel company........................................................................................................1
SWOT analysis on the Marriott Hotel West India Quay- ..........................................................2
Description on the Emerging Markets- ...........................................................................................4
The Porters Generic strategies- .......................................................................................................5
The Nykiel's Fourteen strategy- ......................................................................................................7
CONCLUSION................................................................................................................................8

Background To International Industry-
The hospitality industry plays the essential role in order to providing of accommodation
facilities, food and beverages to the customers. It is very important to bring development so that
tourist industry can be sustain in market for long period. The hospitality industry falls under the
various category such are as guest house, five star resort international luxury chains, country
house, trendy boutiques and leisure guest house. This sector is working as providing the good
quality of accommodation and large variety of food and beverages to the customers. In this the
hotels' industry takes initiative in order to provide striving and excellent offers to the customers.
The term Hospitality service is defined as cordial and generous reception and works as to
provide the entertainment facility to the customers or stranger so that they can able to enjoy their
leisure moments. The great hospitality services will be helpful in order to attract the attention of
customers so that graph of profitability can be expanded. Moreover, the accommodation is the
basic need of the tourism activities. The service's industry also includes various kind of the
facilities such are as theme parks, planning an event, transportation, cruise lines etc. Thus, the
hotel industry has divided into three parts, first is accommodation which includes hotel, motels
and breakfast etc. The second area is relates to the food and beverages and it is inclusive of the
restaurants, fast food chains and other establishment which is able to provide good services to
customers. The last one is related to the travel and tourism industry and they are working as to
provide better travel facilities to the customers so that they can enjoy their leisure moments. In
this manner it can be true to said that the hospitality industry plays the essential role in order to
provide good hospitality services to the customers.
Background to Hotel company
The Hotel Marriott London is situated in the centre of London west end. It is the 5 start
hotel. This hotel is situated in the Posh area of the London. Marriott is considered as one of the
largest hospitality industry with the number of hotel proper in the worldwide. The hotel is having
the 152 bed rooms, and this site is also occupies the 138 park lane. They are providing good
accommodation with the wonderful catering services. The Marriott is having the several hotel
brands. The hotel chain was started in the year of 1927. In the present scenario this hotel is
having more than 3000 hotels worldwide. Mainly this hotel is recognized in the market as the J.
W. Marriott hotels and resorts. This hotel provide three kinds of services to their frequent
travellers are as silver, gold and platinum. They can enjoy the special benefits of bring frequent
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travellers. This Hotel is the global leading brand in the market. The services of this hotel is
attracting the worldwide customers. In this the travellers can enjoy their leisure moments in the
better manner with the luxury accommodations. This hotel industry is having the 20
sophisticated event rooms for the people who wants to arrange the wedding or meetings this
organisation is taking various initiative in order to provide the good amount of leisure services to
their customers. The staff of the hotel is very cooperative they work as to provide effective
services to their customers so that they can enjoy the leisure moments. In J.W Marriott brands
the travels are seeking the upscale experience. In this manner they can enjoy their leisure
moments in the effective manner.
SWOT analysis on the Marriott Hotel West India Quay-
The SWOT analysis is very helpful in order to determining the internal as well as
external feature of the business enterprise. With the help of this there can be better identification
in relation to strength, weakness, opportunities and threats. This is defined in the following
manner are as-
Strength- Marriott hotel west India is having the positive brand image, also able to occupy local
market position. By delivering good services this hotel trend became popular by targetting the
few customers. The internal control system of hotel is very effective due to which the market is
gaining the major efficiencies. With the help of good leadership style they are able to proving the
good facilities to their customer. Marriott manager work as to put their major emphasise on
providing good services by enhancing the management skills of hotels staff. This hotel Si having
the high brand recognition in the market. With the help of the having the technical and
innovations for improving experience of the customers in the market this hotel is able to earn the
large amount of profitability and productivity. The dynamic management skills are the key
strength to this hotel with the help of this the firm manager are able to operate their business
functions effectively.
Weakness- The prices of this hotel is on the very high rate due to this they missed out many
customers. This hotel chain is providing the services to the customers who belong to the business
class. In this manner the need and wants of the middle class customer being ignored. Due to high
prices they are working with the less number of the customer because each customer are not able
to afford such price rates. This Hotel industry is not able to bring the diversification in their
services.
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Opportunity- This Hotel brand is functioning in more than the 73 hotels. With the help of the
achievement of the opportunities and the market can able to grow their function in the widely
manner. Marriott is focussing over the policies which are largely dependent over the sustainable
development and Eco friendliness. With the help of this kind of the feature theya re able to
attract the international tourist in this manner the profitability graph of the enterprise can be
enhanced. They are taking steps in relation to brining the core innovation facilities as per the
need and wants of the customer in the market.
Threats- Th increment in the number of the competitors in the market is the major concern in
both the domestic as well international market. This is one of the major point to consideration for
the Marriott Hotel West India Quay. In order to cope up with there is need to bring the factor of
the innovation so that customer are largely attracted the services provided by them in the market.
The one of the major thereat in this relation in respect to the price points. With the help of
development in the technological advancement they are able to capture the deal with the rivalries
of entity in the market.
Background to Global Hotel and tourism Industry- In developed and emerging markets-
Developed markets- in this manner it can be true to said that there are various kinds of
the trends in relation to global hotel and tourism industry in the developed market. They are
mainly connected with services such are as customer service, expectation of international
visitors, innovative technology, sharing economy, reputation in market, political changes as well
as many factors related with health and wellness of the people.
Customer service- with the help of the creation of the better facilities they are able to
attract wide range of customer in the market. By providing the exclusive guest experience the
firm is able to bring enhancement in the expansion of their business.
Booking more profitable business- This is one of the essential aspect in the global and
tourism industry. Increment in the profits are resulting due to strong development in the level of
occupancy.
Innovative technology- as per the modern scenario the maximum market is depended
over the mobile apps, in this way it can be said as the technology innovation plays the major role
in order to having expansion of business in the market.
Trends connected with health and wellness- In this there is need to bring development on
continue basis. The changes in trends will be helpful in order to capture the maximum amount of
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market share. Under the catering services the quality food is need to be provide in order to
maintain the health and wellness.
Description on the Emerging Markets-
As per the modern scenario the people are traveling to many undeserved locations due to
this there is high amount of expansion in the emerging market of global hotel and tourism. In this
the emerging market as places in the south Asia and African countries in which there is
emergence of business as well as economies. In this location there are less accommodation
facilities. In this manner it can be seen that there is need to invest time as well as money in order
to entering into the market. In this manner there can be found significant amount of risk. In this
way the Africa is considered as one of emerging market for global hotel and tourism industry.
Under the Africa the most emerging market can be taken as the Nigeria. There are many reason
behind this are as stable government, economic stability, there are number of high educated elites
etc. There are various number of travelers who travels to Nigeria for conducting the operation of
firm. The increment in the number of the traveler will assist in order to have growth in the
economy as well as creation of tourist locations. In the present time there are lees availability og
the good accommodation facilities. Moreover, there are fewer restaurants, shopping places to
serve the modern travelers.
In this the Morocco is considered as the another emerging market under tourism industry and
global hotel business. This place is having the larger establishments as per the needs and demand
of the tourist from the last some time. They also took step in manner to brought development in
the elevation of market to an extravagance standard.
PEST Analysis-
Political- In this there are various sources with the help of this the political features can be
indicated are as labour law, tax polices, tariffs, limits and as well as differed environmental laws.
These all the issues are helpful in order to signifying the means and as well as factor which work
as to influence economy related to the hotel and tourism industry of the emerging market.
Economical- The economy issue based on the various factors such are as foreign exchange rates,
interest rates and plan in relation to the economic development these all component are need to
be taken into the consideration. These all are the major issue of an economic performance. This
impact as to influence activities of the business enterprise in direct manner. Due to this there can
be negative impact on the growth of the firm.
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Social- This is accompanied with travelling trends in emerging markets. By focusing over the
needs and wants of the customer there can be increment in relation to the demand for tourism in
the market. The social factor based on the various things such are as demographical conditions,
cultural aspects, population analytics etc. with the help of focussing over the all kind of the
elements there can be increment in the number of tourist in the global market.
Technological- The technology innovation is the core factor in order to attract the tourist in the
market. Under this there are various kinds of factors such are as bring changes in the research
and design. This will be facilities to coverage the large tourist market. Due to this there can be
advantage in the various areas such are as the limited production with the effectiveness and
efficiencies, quality and cost parameters etc.
The Porters Generic strategies-
In order to have increment in growth options for Hotel West India Quay, the marketers
are taking the various kind of initiatives in order to adoption and implementation of strategies in
the impelling mode. With the help of implementation of strategies in the effective manner they
are able to take entry in the new market. In this manner there are three kinds of strategic aspects
such are as cost leadership strategy, focus strategy and differentiation strategy etc.
Cost leadership strategy- This is useful strategy in order to have reduction in cost of
industry average prices. This kind of strategy will assist to gain competitive advantage. The main
aim of this strategy is to bring reduction in the cost to firm of delivering of goods and services.
This will work as to bring larger market share by charging lower prices to the customers. This is
one of the effective strategy in order to create the larger revenue in the hotel and tourism
industry. Marriott hotel west India taking steps in order to selling of its services to the customer
by charging average industry price. This kind of system will be effective in order to gaining the
market share. This kind of activities are helpful in order to have increment in the expansion of
tourist firm in the market. The effective and efficient is one of the impressive method to capture
maximum markets share. In this the access to the capital needs to invest in technology will work
as to reduction in the cost. By lowering the pay to the labours after enhancing the use of
technologies will be helpful to cut down the cost.
Differentiation strategy- This is one of the effective strategy in this there is need to focus
over the type of product and services they are providing to the customer. By bringing
modifications they are able to attract the customers. This will also assist to cope up with the issue
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of rivalries in the market. In order to make the successful differentiation there is need to focus
over the good research, innovation and development. By delivering the high quality of the
products to the customers there can be expansion of the firm. Marriott hotel west India is taking
initiative to pursuing the Differentiation strategy in order to stay agile with the development
process. This firm is getting success with this strategy as they are having the creative team who
are able to take the decision by scientific research on the activities. The team work as to putting
their major consideration in respect to quality as well innovation.
Focus strategy- As the name suggest they are putting their major consideration over to
concentrate particular markets segments or sections by understanding the need of the customers.
Marriott hotel west India taking various step in order to charging low cost and provide better
services so that brand image of the firm can be sustained in the market for linger period.
Marriott hotel west India has adopted focus strategy in order to enjoy the increased level of
loyalty among the customers.
The Ansoffs Matrix strategy-
With the aid of this there can be development in strategic option for the business. This is
one of the most effective and common tool used in order to bring systematic working in the
enterprise. This tool is very simplest and ease to use. By using this there can be modification in
the various areas are as market development, market penetration, diversification and product
development. This strategy will be adopted at the time when fir is focussing over to take entry
into the new market. This is defined as follows are as-
1. Market penetration- In respect of this Marriott hotel west India is taking the various of
the initiative steps in order to earn the actualised growth in the market by making
alteration in the existing services. This is also helpful in order to attract the large number
of the customer in the market.
2. Market development- Marriott hotel west India is taking steps in order target the various
market segment in means to provide their existing services. With the help of this the firm
is able to have expansion of their activities of the firm in the global markets. This
strategy is helpful in order to bring expansion in the form of process to the current market
to another market where the product is not having existence before.
3. Product development- the modification and alteration is one of the method which si
helpful in order to bring the development in the existing commodity. This is mainly done
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in order to have expansion and growth. Marriott hotel west India they are targeting the
market in which this is need to be done. This is useful when the entity is already having
good customer approach.
4. Diversification- This kind of the strategy is useful when product is complete new and it is
need to be introduced in the market for the first time. Marriott hotel west India is
growing in the market with the help of diversifying their business activities by bringing
development in the product and services for the new markets.
Hence, it can be said that this the Ansoffs Matrix is useful in order to have growth and
development in the activity of Marriott hotel west India. This is helpful in relation to have
expansion of business activities so that firm is bale to earn the large amount of revenue in the
market.
The Nykiel's Fourteen strategy-
This is defined in the following manner as are-
1. Strategy 1- Horizontal expansion- Marriott hotel west India is taking various steps in
order to have expansion of business from one line to another line in order to take entry
into the new market.
2. Strategy 2: Geographical expansion- Marriott hotel west India will continuously grow
from small to grated geographical location in order to entering into the new market so
that firm can have larger profitability.
3. Strategy- 3: Product Hybridization- They are enhancing the range of the services so that
they can take steps into new market.
4. Strategy 4: specialisation specialist- Marriott hotel west India is working in manner to
enhancing the upscale growth in pricing as well those services with the help of which the
firm is bale to take entry into new market.
5. Strategy 5: Product tiring- Marriott hotel west India is associated with the various
function such are as demographics, economic changes, population growth and all other
factor are need to be considered in order to take entry into the new market.
6. Strategy: 6 Product re- branding- with the help of this the firm activities can be enhanced.
7. Strategy: 7 Non franchising- Marriott hotel west India they aim to keep the control over
the quality ownership and services in order to take entry into the new market.
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8. Strategy 8:- Franchising- with the help of focusing over the highly established strategy
they are able to put their major focus in enhancing the working of enterprise so that they
are able to take entry into new market.
9. Strategy 9: brand collection- Marriott hotel west India with the help of distributing the
branded function they are able to earn the larger amount of profitability in the market.
10. Strategy 10: Management contracts- Marriott hotel west India taking initiative in order to
manage the hotels in effective manner they are able to take the entry into new markets.
11. Strategy 11: vertical and horizontal integration- Marriott hotel west India is taking
various step in order to update their product by bringing the innovation facilities with the
help of this they are able to gaining competitive advantage in the market. In this manner
they are able to take the entry into the new market.
12. Strategy 12: singleness- Marriott hotel west India is taking various initiatives in order to
being single service so that there can be control over the management activities in order
to take entry into new market.
13. Strategy 13: value related product and service- Marriott hotel west India is taking the
various steps in order to launching new product in the market by satisfying the customers
in the market.
14.Strategy 14: Global positioning- Marriott hotel west India with the help of investment in
the global market there can be expansion of business into the new market.
CONCLUSION
Based on the above report it can be concluded that hospitality industry plays the essential
role in order to providing of accommodation facilities, food and beverages to the customers. It is
very important to bring development so that tourist industry can be sustain in market for long
period. The present report has covered the selection of emerging markets of the world in respect
to Marriott hotel west India for taking the entry into the new market. The term Hospitality
service is defined as cordial and generous reception and works as to provide the entertainment
facility to the customers or stranger so that they can able to enjoy their leisure moments. The
existing assignment will cover the various activities such are as SWOT analysis, PEST analysis,
as well as other strategies such as Porter’s Generic Strategies, Ans off Matrix as well as Nykiel’s
fourteen. In this manner it can be true to said that the hospitality industry plays the essential role
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in order to provide good hospitality services to the customers. In this section the two emerging
market has been undertakes are as Morocco, south Asia and African countries.
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