Tourism Culture and Management: A Case Study of Sutro Baths in San Francisco

The report discusses the management and tourism culture of Sutro Baths in San Francisco. It analyzes the emerging trends, cultural issues, and proposed strategies to enhance customer experience. The target market and recommendations for effective services and advertising are also provided.

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Management
3/9/2019

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Contents
1.0 Introduction.....................................................................................................................................2
1.2 Aim..............................................................................................................................................2
2.0 Overview of Destination Region.....................................................................................................2
3.0 Contribution to the current scenario of Destination 400..................................................................3
3.1Personalization:............................................................................................................................3
3.2 Block-chain for payments and improved customer services........................................................4
3.3 Increase in the Last minute bookings...........................................................................................4
4.0 Cultural Issues in Tourism...............................................................................................................4
4.1 Proposed Strategies..........................................................................................................................5
Strategy 1: Fostering appreciation of cultural differences.................................................................5
Strategy 2: Learn your Client’s culture.............................................................................................5
Strategy 3: Enforcing effective leadership.........................................................................................5
5.0 Target market..................................................................................................................................6
6.0 Recommendations...........................................................................................................................6
Strategy 1: Advertising......................................................................................................................6
Strategy 3: Effective services and increase in sales..........................................................................6
7.0 Conclusion.......................................................................................................................................7
8.0 References.......................................................................................................................................8

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1.0 Introduction
The report brings about the discussion on the assignment of management, and the
phenomenon of tourism culture within a specific destination and the related aspects. The
aspect of tourism is described as the travel for the individuals who travel either for the
purpose of pleasure or because of any business work. It also includes the business of practice
of touring, business of attracting, accommodating, and entertaining the tourists, inclusive of
the business of operating tours (Tussyadiah & Pesonen, 2016). It may be international or
within the country of the traveller. It determines the traveller’s engagement with a country or
region’s culture, and specifically about the lifestyle of the people in those areas. Culture
tourism and communication are also inter-related and they contribute to the positive and
successful experiences of the people. The understanding of the concept of tourism culture is
important due to the reason that it creates a positive social and economic impact and
determines the establishment and reinforcement of identity.
1.2 Aim
The objective of the report on tourism culture is to analyse and understand different
aspects of the tourist destination ‘Sutro Baths’ and the factors that support the growth of the
region. Moreover, the report will enlist the elements or factors that support the current image
of the destination region, along with the interests or perceptions of consumers. Some factors
that affected the change or shift in the consumer pattern for destination region will include
both, internal and external (Matzler et al., 2016). Therefore, it will determine the factors or
strategies supporting the growth of the tourism sector, and the emerging trends in the
destination region. The chosen consumer group here for the purpose of destination region will
be specific to the individuals amongst the age group of 25-40. In the later part, some
recommendations will be provided for the chosen consumer group, along with the cultural
issues that can lead to clashes with the visitors.
2.0 Overview of Destination Region
Sutro baths is the destination region for the purpose of tourism, which is a large,
privately owned swimming pool complex in the Land end area in the San Francisco,
California. The pool complex built in the year 1896, and recognised as the world’s largest

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indoor swimming pool establishment. The entrepreneur and former mayor of San Francisco,
i.e. Adolph Sutro develop the pool establishment (Bouley, Isadore & Carroll, 2015).
Discussing about the history of tourism in the region it has been analysed that the
structure was located in a small beach inlet below the cliff house, which has owned by the
entrepreneur at that time. In the earlier years, baths struggled a lot due to their high
maintenance and operating costs eventually there was a conversion of these baths into a ice-
skating rink. Now, there have been many changes and improvement in the destination region
of tourism, i.e. Sutro baths and it ensures many facilities to their visitors or customers (The
Sutro Baths, 2018).
Thus, the nearby attractions to the place of destination travel i.e. Sutro Baths consist
of The Cliff House, Lands End, Golden Gate park, Legion of Honor, and Ocean beach and
several others. It has been analysed that the Lands End, Sutro Baths attract large number of
people or tourists from across the world that enhances the popularity of the destination
amongst others in the region. Thus, overall description of the destination region demonstrated
about the location, attractions, and now the visitors are in thousands in a day, where the
number in previous years was lesser (Boniface, Cooper & Cooper, 2016).
3.0 Contribution to the current scenario of Destination 400
The discussion will now include the aspect of consumer behaviour, which involves
certain decisions, activities, ideas, and experiences that satisfy the needs and interests of the
consumers. Consumers play a vital role in determining the improvement required in the
tourism industry and the key changes that will shape the success of the destination within a
region. Thus, in context to the chosen destination region located in the San Francisco, the
culture of tourism has undergone several changes that highlight the aspect of emerging trends
in the industry leading to growth and success (Edgell Sr, 2016).
Emerging trends
3.1Personalization:
This has been one of the major emerging trends, that is steadily increasing in the travel
space that has contributed to the current scenario of the destination region. The aspect of
personalization has gained importance and popularity because of the difference in the travel
patterns of the consumers. Therefore, Sutro Baths has recognised the aspect that they cannot

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offer same facilities or services to two different customers, and therefore made changes in
their services. Now, they focus on the enhancement of their facilities such as providing
different types of private dressing rooms, and the baths in different sizes and capacities as
per the requirement of their visitors.
3.2 Block-chain for payments and improved customer services
The travel destination has started making use of the block-chain based distribution
network, as in travel industry many stakeholders need to trust the data provided from other
users. Therefore, this is the technology as emerging trend, which ensures the safety, security,
and seamless flow of the information between various parties. Thus, it contributes to the
current image of the destination region.
3.3 Increase in the Last minute bookings
It has been analysed that the tourism culture is facing the challenge of managing or
planning resources, and staffing in advance, as it has become a rising trend in the tourism
within the region. Thus, Sutro Baths believed in practicing strong marketing, local
partnership, and live availability as the tools to offset or manage the issue. Thus, two of them
are the internal factors or trends observed within the destination region and the shift or
increase in the last minute booking is the external trend (Aswani, Diedrich & Currier, 2015).
4.0 Cultural Issues in Tourism
Culture is defined as the characteristic patterns of the attitudes, beliefs, and
behaviours that is shared amongst the members of a society or population. It has been
analysed that the cultural differences affect the receptivity of an individual towards any
particular change or information that they need to incorporate into their lifestyle. In context
to the tourism industry, a cultural conflict is a dislike, or hostility amongst the members of a
community. This has been one reason that has led to creation of cultural conflicts in the
people belonging to different regions in Sutro Baths (Horner & Swarbrooke, 2016).
Languages and customs of the individuals from different culture and society is one of the
cultural conflicts that clashes with the tourists. It has been analysed through research that
California believed in the concept of global tourism, which has influenced the cultural
identities of the individuals. Sutro baths may face the challenge of culture clash due to
number of visitors arriving from different countries (Del Vecchio et al., 2018).

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For an example, it has found that in some Middle Eastern countries, it is an important custom
for the women to cover themselves, through their clothes. Thus, it is one of the cultural
preference or aspect, which conflicts with the traditional practice of the destination region,
i.e. Sutro Baths. As it is observed when tourists come and appear half dressed to the people
or locals, it offends them and they consider it wrong. It creates problem or negative
perception of the people towards women, specifically within society. This creates social
tension for the destination city and place, i.e. management of Sutro Baths (Matzler et al.,
2016).
4.1 Proposed Strategies
The above-mentioned discussion stated about cultural issues or conflicts that creates a
challenge for the managers of the tourism destination Sutro Baths to enhance their customer
experience, it requires to propose effective strategies (Raj & Griffin, 2017). The discussion
will consist of some strategies that the complex unit will implement to promote the cultural
tolerance and understanding.
Strategy 1: Fostering appreciation of cultural differences
To understand different aspect of culture of the clients/customers is significant for the
Sutro baths it is equally for them to give value to the culture or perceptions of their
employees. It will boost the motivation to treat their customers in personalised and best way
(Ismagilova, Safiullin & Gafurov, 2015).
Strategy 2: Learn your Client’s culture
It is an important strategy to understand the culture of different people or visitors to
serve them with better services. Thus, Sutro Baths can adopt the strategy to learn about the
things their clients and customers like and value, about food, their customs, protocol, and
business practices. This extra effort will help them through which they will feel appreciated,
enhance their experiences, and eradicate the cultural conflicts (Finneran, 2017).
Strategy 3: Enforcing effective leadership
Sutro Baths must undertake the responsibility to maintain healthy working
environment and practice effective leadership in their complex unit. This will help in
attracting clients and help to maintain cultural diversity with people across the globe.

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5.0 Target market
A target market is referred to the market where a company or unit wants to sell their
products and services and consist of a particular group of targeted set of customers. The
target market to the destination region is the district of Outer Richmond, and the customers
targeted are adults and newly married couples. This means clients/customers belong to the
age group of 21-45 years, and they represent to be the most important clients in the tourism
industry, i.e. for Sutro baths. These are characterised to be most easily attracted and they
prefer these services to other group of customers (Font & McCabe, 2017).
6.0 Recommendations
The section below will enlist some recommendations as strategies that can contribute to the
growth and success of the destination tourists, within the region of California.
Strategy 1: Advertising
It can be assumed as one important strategy to attract the target market customers, and
retain them for a longer period. Advertising can reach to a wide range of customers across
different regions near the district or destination region. Therefore, enforcing practices and
initiating advertisements through television, media, newspaper, and magazines will help in
attracting young tourists travelling with friends and couples to the tourist destination (Kryder-
Reid, 2015).
Strategy 2: Public and media relations
This is another strategy to which Sutro Baths can practice is to tap or target their
customers within the region of California and other areas. The mediums of public and media
relations fulfil and serve the purpose of reinforcing or conveying messages, and delivering a
consistent brand image to their customers.
Strategy 3: Effective services and increase in sales
The pool complex or unit can emphasize on widening the range of their service along
with the aspect of baths, clubrooms, and other visual appeals. This is one strategy,

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recommended to the unit to incorporate to enhance their market attractiveness in targeted
market and boost their sales.
7.0 Conclusion
To conclude the above discussion it has been analysed that tourism industry and
tourists contributes a major part to the economy across different countries and regions. In
context to the report, it has been found through research that California hosted the record of
around 251 million visitors during past few years, and the number has been steadily rising
making it one of the most attractive destination. The report has stated various aspects of the
destination region, i.e. Sutro Baths and the strategies that may facilitate in the market
attractiveness and enhancement in sales. Thus, Sutro baths must exercise and practice
strategies to foster cultural tolerance within their region to deal with the conflicts amongst
tourists. Hence, cultural and socio-economic factors are vital contributing to the success of
tourism industry.

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8.0 References
Aswani, S., Diedrich, A. & Currier, K. (2015). Planning for the future: Mapping anticipated
environmental and social impacts in a nascent tourism destination. Society & Natural
Resources, 28(7), 703-719.
Boniface, B., Cooper, R. & Cooper, C. (2016). Worldwide destinations: The geography of
travel and tourism. United Kingdom: Routledge.
Bouley, P., Isadore, M. & Carroll, T. (2015). Return of North American river otters, Lontra
canadensis, to coastal habitats of the San Francisco Bay Area,
California. Northwestern naturalist, 96(1), 1-13.
Del Vecchio, P., Mele, G., Ndou, V. & Secundo, G. (2018). Creating value from social big
data: Implications for smart tourism destinations. Information Processing &
Management, 54(5), 847-860.
Edgell Sr, D. L. (2016). Managing sustainable tourism: A legacy for the future. United
Kingdom: Routledge.
Finneran, N. (2017). Beside the Seaside. The Archaeology of the Twentieth-Century English
Seaside Holiday Experience: A Phenomenological Context. International Journal of
Historical Archaeology, 21(3), 533-557.
Font, X. & McCabe, S. (2017). Sustainability and marketing in tourism: its contexts,
paradoxes, approaches, challenges and potential. Journal of Sustainable
Tourism, 25(7), 869-883.
Horner, S. & Swarbrooke, J. (2016). Consumer behaviour in tourism. United Kingdom:
Routledge.
Ismagilova, G., Safiullin, L. & Gafurov, I. (2015). Using historical heritage as a factor in
tourism development. Procedia-social and Behavioural sciences, 188, 157-162.
Kryder-Reid, E. (2015). Crafting the Past: Mission Models and the Curation of California
Heritage. Heritage & Society, 8(1), 60-83.

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Matzler, K., Strobl, A., Stokburger-Sauer, N., Bobovnicky, A. & Bauer, F. (2016). Brand
personality and culture: The role of cultural differences on the impact of brand
personality perceptions on tourists' visit intentions. Tourism Management, 52, 507-
520.
Raj, R. & Griffin, K. A. (Eds.). (2017). Conflicts, religion and culture in tourism. United
Kingdom: CABI.
The Sutro Baths. (2018) History of the Sutro Baths. Retrieved from: https://www.inside-
guide-to-san-francisco-tourism.com/sutro-baths.html
Tussyadiah, I. P. & Pesonen, J. (2016). Impacts of peer-to-peer accommodation use on travel
patterns. Journal of Travel Research, 55(8), 1022-1040.