The Macro Tourism Business Environment

This report discusses the response strategies of stakeholders in the macro tourism business environment, focusing on local tour guides and the Icelandic government. It explores how these stakeholders deal with macro environmental events such as volcanic eruptions and their impact on tourist experiences. The report highlights the strategies implemented by local tour guides to enhance tourist experiences, such as showcasing volcanic scenes and providing knowledge about the events. It also discusses the initiatives taken by the Icelandic government, Icelandair, and Iceland Express to promote tourism in Iceland, including campaign strategies, infrastructure services, and policies. Overall, the report emphasizes the importance of stakeholder response in dealing with macro environmental events and enhancing tourist experiences.

The Macro Tourism Business
Environment

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY ..................................................................................................................................4
Response strategies of stakeholders.............................................................................................4
CONCLUSION................................................................................................................................7
REFERNECS...................................................................................................................................8

INTRODUCTION
The macro environmental events are those events which is occurred naturally in country.
To understand macro environmental events There is an example of volcanic eruption which takes
place in Iceland. Eruption occurs when fine grain ash rose spread in the sky and winds picks the
grain up and flow it out to the sea. The first eruption starts in 2010 and end up on 20th march
2010, while second eruption starts on 14th April and below the icecap and finish up around the
middle of may. First eruption creates problem for aviation in Europe and tourism. Second
eruption is too much explosive rather than first because it melts glacier into water and become
more explosive for peoples. There are two stakeholders which is effected from volcanic eruption
in Iceland. Local tour guide are first stakeholder who offers their services to traveller so that they
get knowledge about their culture and cities. Second stakeholder is Icelandic government,
icelandair and Iceland express who provides facilities tourism so that they enable to attract
tourist for visiting place. Both stakeholders are impacted from macro environmental events. In
this report will cover response strategies of both stakeholder on macro environmental events.
MAIN BODY
Response strategies of stakeholders
There are two stakeholders which gives different response on macro environmental events so
that organization gets profits and tourist productivity enhance out in Iceland.
Local tour guides
They mention local peoples who guide tourist and shares their experience about place and
enhances tourist experiences for place. Due to volcanic eruption 800 local peoples who live near
to mountain leaves their home at night for safety concerns. Due to this tourism gets effected and
traveller cancels their plan to visit place (Knežević Cvelbar and et.al., 2016). But some local
tourism gives response strategies for improving tourist experiences and their survival ratio. Even
local tourism also offers policies to local tour guides so that they give contribution to guide
travellers. Based on the situation local guides response strategies are-
Photographic scene about volcano eruption: Local tour guide can attract tourist by expressing
volcano scene such as red-hot lava along with yellow spout makes attractive to place, after
eruption which attracts tourist towards for visiting place. Even local tour can improve their

experience by taking visitors near to mountain where they can take experience with plum of
smoke above the mountain. It improves visiting of travellers and improve their experience.
Volcanic eruption makes attractive the place and tourist who wants to adventurist trip, choose
such kind places for visiting. On other hand local tour guide gets chance to generate incomes and
exchanges their culture to other tourist (Altin and et.al., 2018). Local tour guide informs them
about beauteousness of the place which attracts visitor to visit. Local tour guide takes them on
the spot or nearby to improves their experience.
To be good instructor: Local tourism guide keeps knowledge about macro environmental
events so that they enable to give knowledge other foreign tourist who comes to visit place. They
gather knowledge about events when it occurs and how it takes place and how many months
takes to become non-explosive. They keep knowledge how event can give impact on peoples life
and their family. Thus, kind knowledge they gather from sources and aware for changes. Thus,
they keep protect themself from macro events. Based on the knowledge local tour guide enable
to instruct other travellers who come to visit the place. Local guide shares their experiences
during struggling from macro environmental events and informs them how they keep them safe.
They also give information about events when it happens and how many places covers by macro
environmental event. To understand their response there is an example local tour guide who lives
surround airports and near to mountain (Paunović and Jovanović, 2019). They gather knowledge
about volcanic eruption and its impact on social life. Whenever Tourist comes to visit place for
taking experience about place. In that state local tourism instructs them and aware them which
place can be life-threatening during visiting and which place give information about resources
makes their trip adventurist. They not only give information about place but also exchanges their
culture knowledge and improves traveller experiences.
Number of hiking trails: Local tour guide improves experience of tourist who wants some
adventurists trip. They improve their experience by taking them for hiking trails where they can
see natural and can measure explosiveness of ancient place. It is more adventurist things for
tourist. It posses a drawback for example hiking trails are dangerous place for visitors and local
tour guide and thus kind places requires police protection (Kasim and Dzakiria, 2016). It is
mandatory for tourist safety. Who can observe risk and can make them safe during emergency.
Thus, it can give impact on organization policies.

Thus, local tourism gives contribution to aware about place and improves their experience by
taking them for visiting eruption places such as Iceland and mountain which covers Europe and
generates their income by offering services which they consume. Through the strategies 5000
thousand peoples visited the place after eruption. Local tour guides offers transport services to
visitors so that they visit place well-formed.
Icelandic government, icelandair and Iceland express
They are second stakeholder who gives contribution to improve tourist visiting for
Iceland. Even stakeholder like Icelandic government, the city of Reykjavik , airlines icelandair
and Iceland encourages tourism companies to address about situation and takes quick action
about tourism travel during volcanic eruption and after eruption. Their quick action leads crisis
in management which gives impact on tourist travelling. To overcomes such kind issues and
improves tourism visiting stakeholder provides strategies.
Campaign strategy: stakeholder launches campaign to attract large number of tourist for
visiting the place. The campaign is based on the theme “ inspired by Iceland”. In the campaign
allows number of peoples to share their experiences and stories of Iceland which attracts visitors
to travel to the country. Even Icelandic government gives campaign websites such as
“inspiredbyiceland.com”. Where number of people can connects and takes knowledge about
place. The main goal of the campaign to enhance popularity of Iceland (Goffi, Cucculelli and
Masiero, 2019). This campaign launches on 3rd June along with Iceland hour. In this session
involves number of countries and nations, singers and investors and sends them message along
with video. The main goal of video to tempt number of peoples from Icelandic beauty and shows
local peoples to dance joyful at various places of Iceland. Even stakeholder joins celebrities such
as Yoko Ono, Eric Clapton and Viggo Mortensen are the main celebrites who shares their stories
around 500 about iceland and shares on websites. Even britsh stepen who is television persenter
also shares their experiences and gives statement such as “iceland is alive and charming as
ever”. Thus kind contribution encourges travellers to visit place (Inglot-Brzęk and
Lewandowska, 2017). Through the campaign enables to analyse global impact on iceland.
Where finds Germany and Denmarke enahnces interst in iceland as destination and generates
high income from tourist according season.

Icelandic music scenes: In 2011, stakeholder provides Icelandic music scene which is integral
part of the charming and leisure time of the Iceland in North Atlantic. Nearby Icelandic music
scene, stakeholder builds breathing concert hall and conference centric in Reykjavik which
become harbour for tourists.
Policies: Icelandic government gives contribution to promote tourist visiting in Iceland.
Government provides health insurance policies to tourist and local guide so that visitors concerns
free for health and visits place. The main goal of the policies to promote visitors for visiting
place and improves economical and sociocultural effects in Iceland.
Infrastructure services: Stakeholder also offers infrastructure facilities to tourist which is
perfect destination place for visitors who want staying that place which gives peacefulness and
attracts their background scene. Tourism companies as stakeholder offers transportation facilities
like helicopter, mountain bikes and cabs to visitors so that they can visit number of places in
Iceland. Organization offers helicopter facilities to tourist where they can take experience close
to site and can take picture. Tourism organization conducts festivals so that tourism entertain and
gets value of their money (Peeters and et.al., 2019). It also offers food facilities to tourist so that
they don't have to go outside for food, and can enjoy of trip. Tourism offers additional services
like deluxe room with swimming pool, pub facilities and spa facilities to tourist so that their
experience enhances, and they like to visit again the place. Some tourism organization also offers
destination wedding facilities for those tourist who wants to make their wedding memorable in
Iceland. Thus, stakeholder promotes tourist to visiting place.
Thus, stakeholder gives response and promotes tourist visiting by implementing different
strategies. Thus, kind response generates income of country and popularity of place and
improves tourist experiences in destination trips. Thus, stakeholder deals with macro
environmental event.
CONCLUSION
It can be concluded macro environmental event which gives impact on country and their
stakeholders. Stakeholders are local tour guide and Icelandic government, icelandair and
Icelandic express has been concluded. The response strategies of each stakeholder can be
concluded for overcoming macro environmental event and makes their experience adventurist. In
this report concluded local tour guide who enhances tourist experience by implementing
recovery strategies. As same second stakeholder contribution can be concluded in the report. In

this report has been analysed that strategies of stakeholders plays significant role to deal with
macro environmental events.
REFERNECS
Books and Journals
Knežević Cvelbar, L and et.al., 2016. Drivers of destination competitiveness in tourism: a global
investigation. Journal of Travel Research. 55(8). pp.1041-1050.
Altin, M and et.al.,2018. Performance measurement and management research in the hospitality
and tourism industry. International Journal of Contemporary Hospitality
Management. 30(2). pp.1172-1189.
Paunović, I. and Jovanović, V., 2019. Sustainable mountain tourism in word and deed: A
comparative analysis in the macro regions of the Alps and the Dinarides. Acta
geographica Slovenica. 59(2).
Kasim, A. and Dzakiria, H., 2016. Exploring the effects of macro-environment on the
predisposition to adopt strategic orientation among small medium size hotel
entrepreneurs. International Journal of Economics and Financial Issues. 6(7S). pp.67-
71.
Goffi, G., Cucculelli, M. and Masiero, L., 2019. Fostering tourism destination competitiveness in
developing countries: The role of sustainability. Journal of cleaner production. 209.
pp.101-115.
Peeters, P and et.al.,2019. Desirable tourism transport futures. Journal of Sustainable
Tourism. 27(2). pp.173-188.
Inglot-Brzęk, E. and Lewandowska, A., 2017. Investment Climate in the Spa Municipalities.
Case Studies. Barometr Regionalny. Analizy i Prognozy. 15(3). pp.85-92.
Mhlanga, O. and Steyn, J.N., 2017. Impacts of the macro environment on airline operations in
southern Africa.