Sustainable Adventure Tourism Business Plan

This assignment requires a comprehensive analysis of a proposed eco-adventure travel business plan. Students must evaluate the plan's viability, considering aspects like market demand, operational challenges, environmental impact, and ethical considerations. The analysis should draw upon relevant academic literature and industry best practices to assess the long-term sustainability of the venture.

Running Head: Sustainable Management
Sustainable Management

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Executive Summary
The report focuses on the planning, human resource management, leadership, value chain etc.
activities which shall be implemented by the company to create an identified place in the market.
It also talks about the activities which the company shall initiate to introduce technological
implementation and innovation in the process.
Sustainability is regarded as an important activity in the field of adventure travel and tourism.
Intrepid is an adventure travel organization which aims to attain the customer satisfaction in the
market. The major aim of the company is to support the environmental activities and effectively
manage sustainability in the environment.
Further adventure tourism is a part of tourism industry but is not in demand in the market. Thus,
the task talks about the importance and essence of adventure tourism in the market and
recommendation for the company to improve their marketing strategies to excel in target market
as well. Further more details about the task are discussed below:

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Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................1
Planning.......................................................................................................................................................2
Vision.......................................................................................................................................................2
Mission....................................................................................................................................................2
Values of Intrepid Travel Company..........................................................................................................3
Intrepid travel’s goal setting practices and plans.....................................................................................3
Travel approach of Intrepid.........................................................................................................................3
Initiation of sustainability in activities of Intrepid....................................................................................4
Human Resource Management...................................................................................................................4
Retention policy for employees...............................................................................................................4
Performance Management.....................................................................................................................5
Sustainable HRM practices in Intrepid.....................................................................................................5
Leadership...................................................................................................................................................6
Value Chain in Technology..........................................................................................................................6
Recommendation........................................................................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

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Introduction
Sustainable management refers to the activities initiated by the company to sustain the
environment. This type of management relates to the environmental activities which shall be
implemented by companies. The sustainability aspect has three branches that are environment,
needs of present and future generation, and the economy. With the use of these branches, an
organization creates the ability to manage the economic viability and nourish the present needs
and sustain resources for future. In organizational context sustainability is an important corporate
social activity; this type of activities helps a company to run its business process in long run.
Source: (Intrepid Travels 2017)
The below mentioned task explains the managerial activities of the company Intrepid initiated in
the market. The report talks about plan and visions of the company for the sustainable
management practices in environment. It also talks about the travel approach, HRM practices,
leadership and value chain activities which shall be implemented in Intrepid to maintain
sustainability in their activities and in the tourism industry as well.

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Background Information
Intrepid Travels is an adventure tourism company which is placed as one of the largest company
working on small scale in tourism industry. The company provides more than 1500 routes and
destinations in more than 120 countries. Europe, North America, Asia, Antarctica, Latin
America, Middle East etc. are some of the eye-catching destinations offered by the company for
travel purposes. The company’s major objective is to promote the adventure tourism around the
globe and hold responsibility of the events which they initiate. The company is a responsible
organization which operates tours worldwide under the regulation of United Nations Global
Compact so they aim to promote the adventurous tours worldwide.
Planning
Planning refers to the process of setting objectives, goals and implementation plans for the
organization so as to achieve success. This process requires the managers to look after the
environmental issues faced by organization and forecast the future aspect (Kerzner, and Kerzner
2017). Further the planning process of Intrepid is discussed below:
Vision
Vision of an organization refers to the statements which are displayed by the organization which
communicates the aim and objective of the company. The Intrepid is engaged in providing
adventure tourism services in the small scale market. The company aims to invest in major
portion of their revenue in providing rightful services to the people in the market. They want to
invest their profits in activities like prevention of human rights, wildlife protection,
environmental practices etc. because these aspects only will improve the state of the company
(Clegg, Kornberger and Pitsis 2015). Further the primary vision of the company is to promote
the real life experience among people. (Erkkilä 2014).
Mission
The company Intrepid has developed a mission to serve advanced and effective services to the
people by providing real life experience to them in their tour. With respect to that the company’s
primary activity is to show people the beauty of nature and pleasant experience to people while
travelling. In the current era the scope of adventure tourism has depleted due to which the

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company develops a vision and mission to deliver real life experience among people so that they
take part in the activities related to sustainability of nature (Edgell 2016). Being present in
tourism industry the primary motive of the company is to save the nature so that they can
implement their business practices and convey real life experience among people.
Source: (FlightCentre, 2018)
Values of Intrepid Travel Company
Values play an important role in the internal activities of an organization. Values come from a
common purpose and which guides the customers in the market and employees in the
organization about the activities of the company (Kerzner, and Kerzner 2017). The value
statement guides the principles of the organization which they adhere to the community; and it
also increases the expectation level of society. Intrepid provides real life experience to the
travellers so the values which are provide by the business activities are that the company aims to
deliver real life experience among people. Real life experience does not mean showing the
attributes of nature to the travellers but it means showing the real beauty of the environment.
During such tour, the company makes people close to the beauty of nature so that they
understand the importance of the environment (Epstein, and Buhovac 2014). So, the values on
which Intrepid focus are to develop the environmental sustainability along with community
welfare.

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Source: (Kelly 2016)
Intrepid travel’s goal setting practices and plans
The company creates goals and objectives in the environment so as to maintain an identified
position in the market. As discussed above that the company is currently working on small scale
because there is less scope of the adventure tourism activities in the market. So the company set
goals and practices in such a way that their scope of business is expanded in the market. Further
it shall also be noted that Intrepid is currently working on the highest position in the market,
resulting to which they develop goals for the sustainability of the competitiveness of the
organization (Crane, and Matten 2016). The management of the company aims to successfully
use the resource available with them, with respect to that the management organizes their goals
and practices in a way that all the resources are successfully implemented in the activities of the
company.

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(https://www.pinterest.com/IntlReviews/tourism-sustainable-tourism/)
Apart from that another practice which the company is planning to implement shall support the
sustainable practices of the adventure tourism market. The organization looking for expanding
their business process in such a way that sustainability is introduced in the market. This will also
motivate the goodwill of the company (Welford 2016). Thus, in this way plans and practices of
the company are implemented to satisfy the requirements of the customers present in the market.
Travel approach of Intrepid
Travel approach of the company Intrepid refers to the approach which will help the customers to
gain maximum level of satisfaction from the services provided by the organization. The company
has analyzed through market analyses that it is not important for them to introduce modern and
innovative travel approach to sustain in the target market. So, the company implemented the
travel approach in a way that it bring the essence of adventure tourisms in the practices and
initiate innovative activities in the environment. (Eccles, Ioannou, and Serafeim 2014). Digital
media and promotional tools shall be implemented in the market to enhance the demand as well;
also the company shall use innovative techniques to promote the services in the target market.
Further it shall be noted that the organization uses the modern and innovative travel approach to

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maintain sustainability in the environment. Modern and innovative approach refers to the
approach which uses modern tools and techniques to implement sustainability in the
environment. Further with the help of this approach the organization attracts the customers in
market and fulfills their organizational objective as well.
Initiation of sustainability in activities of Intrepid
Sustainability refers to the activities which are initiated in an organization with a motive to
encourage social and environmental friendly activities. Sustainability strategies sustain the
growth of company in long run. Thus sustainability is the most important aspect in the adventure
tourism business as the activities of the company are directly linked to the environment (Welford
2016). So, if the nosiness does not initiate activities which reflect sustainability in the
environment then the business will definitely not sustain in the target market. Various
approaches have been initiated by the organization which helps the sustainability of the
environment. The company aims to spread awareness regarding the hazardous activities harming
the environment and stop them (Beard, et. al., 2012). So, in this way the environment is protected
along with which promotion of the company is also implemented. Lastly, efficiency is also
initiated in the travel activities to initiate sustainability in the environment.
Source: (Kiper 2013)

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Human Resource Management
Human resource management refers to practices of the organization relating to the personnel of
the company. These activities support the employees and maximize their level of satisfaction so
as to retain them in the organization (Kerzner, and Kerzner 2017). The travel and tourism
company Intrepid is known for providing qualitative services in the target market so as to create
sustainability in the industry. The company is currently placed on the topmost position in the
target market as the company is not only involved in producing profits for the business; but is
major aim is to provide customer satisfaction and environmental benefit (Weiler, and Black
2015). The HRM practices of company have adopted the following strategies to gain an
identified position in target market:
Retention policy for employees
Retention policy refers to the policy formed by the organization which helps them to retain the
employees in the organization and satisfy them as well. Employees can be retained in the process
only if there are satisfied with the activities of the management (Terera, and Ngirande 2014). In
order to implement the activities of the adventure travel company Intrepid initiated their
functions according to the environmental specifications. They created a bond with the employees
so that all their requirements are fulfilled properly. Further this bond helps the employers to
communicate and retain the employees in their organization.
Source:(Flight Centre 2018)

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Performance Management
Performance management refers to the process of analyzing and evaluating the skills and
capabilities of the employees in such a way that their performance is upraised according to the
work performed by them. Intrepid Travel Company has implemented the process of performance
management to enhance the skills of the employees. This process motivates the employees to
work harder so as to earn appraisal and benefits from the company (Becker 2016). In order to
look for the most suitable candidate who is fit for the job, the company initially defines
parameters on the basis of which they have to select the candidate for recruitment. This step is
strictly followed in the organization, as inefficient caliber can reduce the efficiencies of the
company as well. Thus, recruitment and selection process act as most important task for the
organization as it helps the company to welcome new and fresh talent in the organization
(Grenier 2016). After this process the performance appraisal scheme of the company helps them
to target fresh talent and retain them in the organization as well; due to which subsequently
competitive advantage is achieved. The company evaluates the performance of the employees on
the basis of all aspects like, caliber and talent, knowledge of course, sincerity in work, work
completion etc. (Morgan 2016). On the basis of all these factor the performance is analyzed
which give positive results to the employees and make them stay in the organization.
Sustainable HRM practices in Intrepid
The performance management practice of the company includes the sustainable human resource
management practices as well. Sustainable HRM practices include the activities which are
implemented in the company while concerning the needs and wants of human resource and
satisfying them successfully (Bramwell, et. al., 2017). The organization aims to address the
issues which the employees are facing and redress them correctly. Adequately providing rewards
too the employees according to work done by them is also regarded as sustainable activities
(Wiederkehr 2016). Lastly, initiating informal along with formal communication helps the
employees to adapt in a different environment due to which sustainability in the activities of
management are embraced.

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Source: (Intrepid Travels 2017)
Leadership
Leadership refers to the activity initiated by the managers of the company to lead the company in
the direction their vision and mission. Leadership helps the management to motivate the
employees to work more effectively and efficiently (Kerzner, and Kerzner 2017). Further the fact
shall also be noted that being present in the tourism industry, it is important for the company and
its employees to initiate leadership activities so that the travellers are inspired by their activities.
Leadership activities will enhance the decision and satisfaction level of employees in the market
(Edwards 2015). The guides in the organization are those people who are the native of that place
and have gained reputed experience in the field of adventure tourism.
The coaching leadership and strategic leadership style is adopted by the company so as to
enhance the performance of the company in both internal and external environments. Coaching
leadership refers to the leadership in which the managers regular check the performance of the
employees and correct them to enhance their skills. Whereas strategic leadership style shows that
the managers of the company acts as a boss while conducting group activities; the supervisors act
as leader and find ways to innovate the managerial activities in the environment (Wearing,
Schweinsberg, and Tower 2016). Intrepid is adventure travel company so if they management
would not leadership skills in their activities the customers would not trust them while travelling.
Also leadership helps the company to adjust and manage the local area activities as well.
Lastly it shall be noted that the activities of the company are designed in unique and innovative
way so that the customer gets attracted to them. This process also lifts up the position of the

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company in target market and adequately manages the internal and external issues as well
(Schillat 2016).
Value Chain in Technology
Value chain refers to the process of the organization where the management identifies the
primary and support activities that adds value in the final products and reduces cost and increase
differentiation of the company in the external market. Value chain includes the analysis of the
internal activities of the company which identifies the resources and capabilities of the company
and turns them in producing output for the organization (D'heur 2016). Intrepid being world
largest adventure tourism service provider has initiated services according to the satisfaction
level of customers in the market. The company has worked with around 300,000 travellers per
year. Apart from adventure travel the company also famous for providing catering etc. facilities
to the customer who attain their packages. The additional services provided depends upon the
budget of the customers and he packages which they take. These packages provide ease to the
customer to attain all services from one organization only (Shelly 2017). Furthermore as the
vision of the company suggests that they want to change the way people see the world, in
response to which following value chain and technology services are implemented in the
environment (Tourism 2014).

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Source: (Intrepid Travels 2017)
 The company diversified its network with more than 1600 employees working with them
in more than 100 countries with 24 branches worldwide. This diversified network helps
the company to manage their international activities.
 Technological implementation helps in booking tickets online and getting information
about the tour and travel packages organized by the company (Intrepid Travels 2017).
Recommendation
The following details shall be recommended to the company Intrepid to sustain in the adventure
tourism market:
 The company shall make use of innovative technology in their business process so as to
attract more and more customers in the market. Innovation will provide next level
satisfaction to the customers of the company.
 More promotional activities shall be implemented by the management. The company runs
their business on small scale because not much people have knowledge about the
activities of the company. Both online and offline promotional activities shall be

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implemented by the company in the target market. It shall promote the adventure tourism
activities more than the activities of Intrepid.
Conclusion
Thus in the limelight of above mentioned events the facts that shall be noted is that sustainability
is an important task which shall be implemented by all organization. Further in the company
Intrepid, sustainability is an important aspect which shall be fulfilled by the management. The
above mentioned task explains about the planning, leadership and human resource etc. activities
of the company according to the adventure tourism market capabilities.

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References
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Becker, E., 2016. Overbooked: the exploding business of travel and tourism. Simon and
Schuster.
Bramwell, B., Higham, J., Lane, B. and Miller, G., 2017. Twenty-five years of sustainable
tourism and the Journal of Sustainable Tourism: looking back and moving forward.
Clegg, S.R., Kornberger, M. and Pitsis, T., 2015. Managing and organizations: An introduction
to theory and practice. Sage.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
D'heur, M., 2016. Sustainable Value Chain Management. Springer International Publishing:
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Eccles, R.G., Ioannou, I. and Serafeim, G., 2014. The impact of corporate sustainability on
organizational processes and performance. Management Science, 60(11), pp.2835-2857.
Edgell Sr, D.L., 2016. Managing sustainable tourism: A legacy for the future. Routledge.
Edwards, A.R., 2015. The heart of sustainability: restoring ecological balance from the inside
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Epstein, M.J. and Buhovac, A.R., 2014. Making sustainability work: Best practices in managing
and measuring corporate social, environmental, and economic impacts. Berrett-Koehler
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Erkkilä, J., 2014. Business plan for Eco-Adventure Travel company.
Flight Centre., 2018. Flight Centre teams up with Intrepid Travel & Cathay Pacific for 2nd
Annual Charity Trip. Viewed on February 1, 2018 from <

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https://www.flightcentre.ca/blog/flight-centre-teams-up-with-intrepid-travel-cathay-pacific-for-
charity-trip/>
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Tourism, A., 2014. Global Report on Adventure Tourism.

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