Analysis of Contemporary Issues in Travel and Tourism (BTEC HND)

This report provides a comprehensive analysis of contemporary issues in the travel and tourism sector, focusing on the challenges and opportunities faced by businesses like the TUI group. It examines the impact of technological advancements, rising terrorism, environmental conditions, and political instability on the industry. The report assesses current market trends, including the decline in airline costs and the rise of online booking systems, and evaluates how these trends are changing the sector. Furthermore, it explores the strategies adopted by international airlines to respond to these changes, along with the consequences of failing to adapt. The report also investigates the impact of various factors on the tourism sector. Through detailed analysis, the report offers insights into the dynamic nature of the travel and tourism industry and its responses to change.

CONTEMPORARY ISSUES
IN TRAVEL AND TOURISM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analysis of issues presently making amendments in travel and tourism.........................1
1.2 Evaluation of present issues utilizing suitable methods and resources............................2
TASK 2............................................................................................................................................3
2.1 Assessment of new trends causing change in relevant sector..........................................3
2.2 Analysis of single trend utilizing suitable techniques......................................................5
TASK 3............................................................................................................................................6
3.1 Assessment of response of international airlines group towards change.........................6
3.2 creation of strategies for international group of airlines for responding change..............7
3.3 Justification of strategies for cited firm to respond to change..........................................9
TASK 4..........................................................................................................................................10
4.1 Analysis of impacts of problems that causes change in relevant sector.........................10
4.2 Elaboration of consequences that fails businesses to respond market change...............11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Travel and tourism is recognised as key main player in providing growth and
development by continuously driving change in the economy at a high scale. It is also considered
as major contributing sector in raising the GDP of countries and increasing employment
opportunities rapidly (Connell, 2013). As a part of international business sector, it has provided
major increase in the revenue to the countries like UK. In this context, analysis of TUI group is
done as an assistant manager to provide the complete understanding about the contemporary
issues that causes major changes in this particular sector and also described strategies that
adopted by the international firm to respond the changes. Along with this, various methods and
techniques have been identified which are used to analyse the impact of changes. It is to
acknowledge that the economic impacts, as well as development of travel and tourism, is also
explained in appropriate manner. In addition to this, evaluation of Myla group is also done to
analyse the development and issues that impacts the change in market trends. At last, various
consequences are also discussed that fails the cited firm to respond change are also explained.
TASK 1
1.1 Analysis of issues presently making amendments in travel and tourism.
In global economies, travel and tourism sector plays a important role in generation of
revenue and providing continuously growth to the nation's economy at increasing rate by
adopting continuous changes (Evans, Stonehouse and Campbell, 2012). To cope up with the
rapid changes in travel and tourism sector there are many international firms or tour operators
which has developed strategies which are suitable for them to survive in market. They have also
made various efforts to increase their revenues by influencing tourists from different nations and
providing unique as well as quality services to attract them towards the country. In this context,
there are three major issues which are analysed causing major changes in this sector and also
affects the business operations of TUI group such as:
 Technical advancements: It is considered as main issues which has changed the ways of
travel and tourism sector to operate in current;y growing market (Kusluvan And et.al.,
2010). Rapid changes in technology has provided major opportunities for organizations
like TUI group to improve their quality of existing services and introduction of new
aspects which are suitable for the customers. The most significant example is hospitality
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industry which has innovated their services and also provided online booking facility so
that people from different nations can easily access the same. With the improvement in
technology, there are various channels have been developed like social and search
engines which has provided the facilities for people to explore different destinations and
plan holidays across the world. TUI group is a major tour operator firm which has also
adopted these changes and providing various new services and information about various
tourists destinations in UK. Further, this technological advancement has also increased
the expenditure but provided various benefits to travel tourism sector firms to sustain in
market.
 Rise in terrorist attacks: This also considered as a major issue which has caused a
problems and lowers the growth of travel and tourism sector in UK. As per the report,
rise in criminal activities and terrorist attacks in UK has created a threat between the
people and caused major reduction in number of tourist in country (Sharpley and Stone,
2010). This major issue has strongly affected the business of international tour operators
like TUI group within UK. In order to reduce the impact of this major problem there are
several security measures have been adopted by firms to provide safety to tourists and
reduced the threats. For example: As Manchester arena bombing was an Islamist attack
terror in Manchester UK. On 22 may a 2017 has sharpened laden home made bomb was
denoted as people leaving Manchester arena following a concert by the American single.
This types of major bioterrorist attacks have negative influence on condition and reduced
travel and tourism demand in UK.
 Affects of environmental conditions: The factors of environment like pollution and
climate etc. has also posed a threat for the global economy in driving issues that faced by
various travellers in countries. Rise in pollution will cause problems for travellers to stay
in country and change the perception of tourists who are supposed to arrive in the future.
Therefore, it is clear that the environmental awareness has been spread between the
travellers and also among the companies currently existing in travel and tourism sector
like TUI group. For reducing the effect of these issues the every party has their own
responsibility to make contribution in safety of environment by reducing the waste and
protecting the natural resources.
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1.2 Evaluation of present issues utilizing suitable methods and resources.
Along with the continuous growth, there are also some critical challenges have been
arisen which has caused major changes in travel and tourism sector (Cohen and et.al., 2014). In
this context, UK is also a world's largest economy that generates high revenues from this sector
and they have faced the problems which has made several changes in regulation of this sector. It
is also recognised that these changes also provide major impact on profitability of international
firms like TUI group. These major issues are described below:
 Impact of political conditions: This is considered as one of the global challenge that
causes major changes in every industry of country and business operations of firms. In
this context, rise in the political unrest between the middle east country like Saudi Arabia
etc. have been increased due to protect of civilians protests and revolts have erupted due
to which the selected entity will have to alter the policies. This will impact the
effectiveness of the operations. People's frustration with their conditions (Ladkin, 2011).
These are also considered as economically diverse regions that involves nations with a
cultural heritage, highly distinct level of per capita income and a similar set of problems.
These political restriction have made an impact on trade link and created major issues
towards growth of travel and tourism in country. Changes in legislation of political
parties has also made influence and made several changes in regulation of business
3
Illustration 1: Recent hurricane data
(Source: Hurricane/Tropical Data for Atlantic. 2017)

operations within industry. Tourism is one of the leading sources of income, crucial to
Egypt's economy. At its peak in 2010 the sector employed about 12% of Egypt's
workforce. serving approximately 14.7 million visitors Egypt, and providing revenues of
nearly $12.5 billion. as well as contributing more than 11% of GDP and 14.4% of foreign
currency revenue.
 Terrorism: It is one of the major problem which has determined that there is a huge
impact of terrorist attack on the travel and tourism sector. In this context, it has been
recognised that the issues of terrorism are also increased in some years within the
countries like tukey which has made and influence on the people of other countries and
reduced the growth of tourism within the country (Tsiotsou and Ratten, 2010). Major
influence on the profitability and revenue of international have been caused by this rise in
terrorism and also created disturbance in various services in other countries. It is one of
the major issue which has made an impact on business operations of international firms in
travel and tourism, hospitality and aviation industry etc. Moreover, it has also reduced
opportunities of growth and created a problem of unemployment in country. For
example; Various terrorist attacks in turkey has influenced its tourism sector in Middle
east countries and also influenced the perception of people in British countries. Further
turkey is also suffering from this terrorism attacks which has been analysed through
effective study and experience.
Apart from this, there is also major there are some major terrorist attacks has been place in the
countries. During the year, 2016 ISIS continued to occupy areas of Iraq and Syria and it was
considered as a major terrorism and continued to increase its operations by including more than
100 countries. Thus, these terrorist attacks has provided major impact on the travel and tourism
sector within middle east countries and wiped out around 50% of sales of companies regulating
in travel and tourism.
Political instability: In this analysis, it has recognised that the virtual regional states have seriou
problems with the governance, rule of law and finding a balance among religion and secularism.
These major issues in governance have broader impacts in terns of a cute corruption, and barriers
to effective development in travel and tourism. This political instability in middle east like Iraq
have made major influence on business operations of company's in travel and tourisms.
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 International Laws: It is also considered as one the major issue which has influence the
growth of tourism. In this, Continuous changes in legislations related to taxes rates,
custom charges has provided major impact on the growth of travel and tourism as it has
increased the expenditure of tourist to arrive in different place of country. For example:
Rise in taxes rates and custom charges will reduce the rate of tourism in Egypt and made
an negative impact on tourism within the country.
Thus are some two major issues which has provided major impact of economy and causes
various amendments in travel and tourism sector.
TASK 2
2.1 Assessment of new trends causing change in relevant sector.
There are various trends in economy that are associated with the tourism industry and its
operations within the country. These trends have their major influence on the business and the
mindset of travellers in purchasing the products. In this context, as product development
manager of TUI group it is the major responsibility to analyse these trends in order to provide
5
Illustration 2: political unrest graph
Source: (Egypt – October 2017 Update, 2017)

clear understanding to the subordinates and operate the business in appropriate manner. These
major trends are as follows:
 Decline in cost of airlines: In order to increase the tourism, the major focus of
government was on decreasing cost and achievement of efficiency in services by
developing low price airfares. It has been growing fast in UK mainly in great Britain
(Page, 2014). Expansion of Irish as well as British low cost airlines is increasing the
growth every year. In present scenario, TUI group has also achieved a growth in business
operations and rise in number of tourist due to continuous establishment low cost airfares.
 Online booking system: Implementation of modern technologies have been creating
various changes in present ways of booking for tourism services and products. Booking
through e portals and online agents have been introduced for providing easier access to
people for purchasing the tourism facilities and services in present market trend
(Hjalager, 2010). In this industry, TUI group are also approaching this trend for efficient
business and influencing target market.
 Amendments in purpose of booking: In the present scenario, the changes in the purpose
has also made an impact on purchase and arrival of people in UK. It is also recognised
that the travellers in present scenario, has been preferred an independent method for
travelling (Hartmann, 2014). With the continuous changes in present technologies, the
tourist are able to get the potential information about the destinations and also make
booking for their accommodation, food facilities by themselves etc. It has made a huge
impact on the travel packages and business of travel and tourism. Through analysis of
these trends TUI group has placed more flexible offerings and benefits in tour packages
for travellers. These current trends have been impacting the inbound as well as out bound
tourism in UK.
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2.2 Analysis of single trend utilizing suitable techniques.
From the analysis, it has been recognised that expansion of business in niche market has
large benefits in tourism. In the economy of UK, the niche market is considered as suitable in
influencing the target market segment ( Mariani and et.al., 2014). It will provide major benefits
to TUI group in attracting the potential customers of local communities to contribute towards
development through tourism.
Apart from this, UK is recognised as the major destination which has achieved major growth in
tourism sector as it has many prominent places and destinations where tourist get attracted fro m
different countries. Various sports events are also organised with UK which has been
contributing towards rise in number of travellers in country. Rise in sports events has caused
high growth in travel and tourism sector and increased the revenue of nation.
,VuelinIt has been analysed that about 37.6 million travellers have been visited in UK and made
an expenditure of around £22.5 billion which represents that there is rise volume or profitability
by 4% as compared to previous years.
In 2015, UK was categorised on 6th place in earning from international tourism as compared to
other countries which has changed to 3rd in 2016.
7
Illustration 3: graphical chart
(Source : Low Cost Airline Penetration, 2017)

Inbound tourism will be a rapidly growing tourism sector with an expenditure of international
visitors estimated to achieve a growth of around 6% a year in comparison with domestic
spending by UK residents at just over 3%. The value of inbound tourism is forecast to grow from
over 21 billion in 2013 to 57 billion in 2025, with the UK considering an international tourism
balance of payments surplus in 2023, almost forty years since the UK last achieved a surplus.
TASK 3
3.1 Assessment of response of international airlines group towards change.
In the present scenario, there is strong competitive business environment within industry
regulating its business operations in European market. In travel and tourism sector, there are
many international airline groups which has provided major growth to tourism and responded to
continuous changes by developing effectively as well as suitable strategies (Lew, 2011). In
present context, As a member of strategic development team in British airways, there are various
have factors have been analysed through which company will be able to analyse and respond the
changes. PESTLE analysis helps in identifying the constraints which supports the BA to accept
the changes such as:
 Political environment: It is the most important factor that clearly describes that changes
in legislation of political parties with the country directly affects the business operations
of industries. In this, there is major impact of taxation policy on airline industry which
has impacted there business operations and reduced the profitability within the country.
For eg: rise tax rate by government will affect the prices of tickets and services
8
Illustration 4: Tourism jobs and growth

(Brotherton, 2012). With this, the people with low income rate will reduce their travelling
through airways. It clearly defines the impact of political factors which affects the
profitability of British airways. Therefore, in order to respond the changes the
international airline group is using appropriate pricing and promotional strategy to sustain
in market and influence the targeted people by reducing their expenditure.
 Economic environment: There are some factors in economic environment of country
which has made an influence on growth and provided opportunities to firms like British
airways to achieve in business operations (Scott, 2011). Rise in inflationary condition has
influenced market and reduce the preference of customers towards travelling in airlines.
Through reduction of prices of its airway tickets or keep discounted price, BA will
achieve competencies to operate and achieve sustainable growth in market. Apart from
this, poor government strategies and lack of commitment from government has resulted
into poor development of various tourist spots across UK. Further, in order to respond the
growth, the international airline group has made collaboration with many countries to
increase its promotion and resolve the issues.
 Social factors : These are major factors that include major aspects like rural and urban
population, social environment, customs and traditions etc. effective research has
provided an understanding that these factors plays a crucial role in making perception
towards tourism. Rise in income level in UK is one of the major opportunity which have
positive impact on the interactional market even if the industry sees decline in growth. In
this context, in order to face the challenges effective strategies have been developed in
which the airlines has developed various reasonable schemes for lower income group to
attract them towards air travel. In order to reduce the impact of these social factors the
international airline group will also change its policies and promotional practices.
 Technological factors: Technological impact is also an important aspect which mostly
impact this sector. Through uitilization of new effectively cited firm can increase its
promotion and development of popular tourists' destination within UK. For example
company can made online website from where people can easily see the price of tickets
and can book it online. This technology help in providing better facility to customer and
it also reduces the cost of labour. Through implementation of various new technological
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services, the international airlines group will be make decisions for the improvement of
services.
 Legal factors: It is also an significant external environmental factor which provides clear
understanding about the impact of changes in legal policies and rules which are
developed by the government of the travel and tourism within the country. In this context,
legal restrictions related to safety, hygeine, insurance and fair trade regulations etc have
made major impact on business operations of company and increased major restriction to
operate in international market. In order to reduce the impact of restrictions, it will follow
all the practices and rules which are developed by government and other aviation
authority. It will ensure availability all the safety measures in their air flights to provide
safety to its customers.
 Environment factors: Rise environmental impacts in some countries have provided
major impact on the travel and tourism sector within the country. It is a well known fact
that people will always like to travel in those countries where they will get a positive
atmosphere. This rise in pollution in UK has provided major impact on tourism sector
and also made major impact on business operations of companies in aviation industry like
British airways.
3.2 creation of strategies for international group of airlines for responding change.
In order to develop new strategy, there is requirement for firms to identify its strengths
and weaknesses through market research and as well as internal analysis of firm. Further, the
company can adopt various policies which improve their capabilities and brand image in market
and lead to success. In this context, British airways needs to utilize the penetration pricing policy
in which they should reduce prices of services and tickets so that they will be able to capture the
high market share.
SWOT analysis of British airways have been done to identify its capabilities and strategic
position such as:
Strengths
 Wide presence in European countries.
 Substantial brand equity and excellent
global presence.
 Support British government makes it a
Weaknesses
 High competition of other airlines
regulating in UK.
 Rise in competition has decreased the
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strong player in industry (Weidenfeld,
2013).
 Provides excellent services like
business class, economy, first, in-flight
accommodation and loyalty programs
etc.
 High financial strengths as it has
achieved continuous growth in business
operations with rise in profitability.
 Excellent marketing and promotional
practices across the world.
profit margins.
 Due to unskilled workforce company
unable to make highly quality product.
 Collective bargaining raise to dispute at
work place which impact overall
productivity.
Opportunities
 Expansion of global operations to other
new geographical areas and regions.
 Strategic alliances and partnership with
the global airlines can boost the
business of airfares.
 Expansion of business in other
countries through development of
various relations with tour operators.
Threats
 Rise in fluctuation of currency value.
 Rise expenditure and costs of labour.
 Rising competition in European market
can adversely affect the market share of
British airways.
Apart from the Iberia is also a one of the best airlines company in all over the world. In
present scenario, it is able to respond the changes in market trends and preferences of customers
in target market segments. They can use price discounted strategy so that it can easily target the
large number of customer to increase sale of firm. Moreover, if the Iberia airline company wants
to increase its market share, sale and respond to changes, the company will have to analyse it
previous performance (Williams and Lew, 2014). It provides a completed understanding about
11

the areas in which there is a need of improvement then they will be able to meet those changes. It
should evaluate various ways through which the value added activities are being organised.
Through this business will be able to identify its area of weaknesses that need to be addressed in
future through formulation of effective strategies and there implementation. It should evaluate
the options of investment, mainly in particular condition when funds are generated from external
sources. Thus, Iberia has the opportunity to easily use suitable promotional practices to improve
its market share by creating awareness of products and services between target market segment.
SWOT analysis of IBERIA will provide a complete understanding about the internal factors that
affects the business operations.
Strengths
 Experienced business subsidiaries.
 Efficient and trained workforce
 High rate of growth
 Monetary assistance has been provided
by the country.
 Decrease in costs of labour
 Strong presence in domestic market.
Weaknesses
 Small business units
 Less in investment in research and
development practices.
 Lack of presence in Middle east
countries like Egypt, Saudi Arabia etc.
Opportunities
 Company will expend its business
operations as it has opportunities to
make new acquisitions.
 Constant rise in income level.
 Development of new products and
services.
 Rise in demand of aviation industry
 Expansion in global market.
Threats
Continuous changes policies of government.
Rise in problematic situations like terrorist
attacks, inflation in economy and natural
disasters.
Increase in rate of interest.
Impact of changes in strategies of International
airline group [IAG].
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3.3 Justification of strategies for cited firm to respond to change.
From the above analysis, it has been clearly understood that the British airways needs to
apply
Justification
With effective pricing and marketing strategy British airways will able to promote it
business operations within the geographical regions of country and also in other Middle east
countries like Saudi Arabia, Egypt and turkey etc. It is also justified that this will help the cited
firm to cope up the changes in present market trends (Werthner and et.al., 2015). There are
several effective strategies have been identified through which the British airways will be able
respond the changes. For BA it is important that it should aware of resources which are available
to them so that it will be able to identify its core capabilities. It will support them to plan its
future strategies linked with business operations, marketing and finance etc. It should also
evaluate directions through which the value added services are organised. It is considered as
important in present scenario as diversification is very significant and it gives the customers and
extra benefits in terms of products and services. As per the Swot analysis, there is high growth
rate of company just because of continuous improvement in economic development of country. It
also removed the weaknesses of company like Company will expand its business operations as it
has opportunities to make new acquisitions. It enable to establish it new business operations.
Further, monetary assistance has provided by the government also supports the company to
establish new business operations within other countries and also to overcome its losses within
middle east countries like Turkey, Egypt etc. Through the pestle analysis, it has been identified
that company will face some challenges of political environment within countries therefore they
have to develop effective relationship with the other companies in Middle east countries.
In order to respond the changes in conditions, the organization will follow all the legal
policies and apply make appropriate arrangements to ensure the safety of consumers. With
effective penetration pricing policy firm will influence its customers towards the organization
and it also develops new products and services for consumers. By developing various schemes
like discount coupons and offers company will able to attracts in customers and reduce their
expenditure.
Apart from this, British airways should identify its weak areas which needs to be
addressed in future development of policies and their implementation. Through this, it will
13

remove any negative impact previous decisions which can have negative impact on its growth
potential. It is also recognised that business firm should also be able to analyse and measure the
performance of its products (Beard and et.al., 2012). It will support them towards in analysing
the gap between set standards and present performance so that they can focus on there core
objective.
In addition to this, the firm should evaluate how business is performing and its financial
condition. It should have control and visibility of finance will helps the organization to expand
its business operations. It should analyse various investment options in the situation where they
have generated funds and resources from external sources like shareholders, investors etc.
Further, it is also considered that airline firm should be capable to access their performance and
future needs of human resources. It is significant that British airways should have appropriate
information about its needs of human resource in the future.
TASK 4
4.1 Analysis of impacts of problems that causes change in relevant sector.
This is major part of this report which is focused on analysing various relevant factor that
affects the operations. In this sector, there are several important factors that have their major role
in regulation of business. For example customers, competitors and other market constraints. In
this context, for the analysis of these factors, Myla group, Thomas cook and travel network
group has been take in to consideration (Cohen and Cohen, 2015). It is analysed as global
independent travel group which has it presence in luxury travel services with the presently
operating 10 offices in UK. Its major success has influenced the major travel firm Thomas cook
and it has urge to its expand its segment of market. Myla travel is focused towards development
of various travel and tourism activities through which it will be bale to attract the customers.
These problems have also provided major impact on the travel network group with the UK and
reduced their profitability. As per the case study, Thomas cook have faced various challenges in
this like It has already closed 168 stores and shed 1,100 workers in recent years as customers
have tightened their belts and spent less on foreign holidays.
From this case study, it has been analysed that there several problems have been faced by
Thomas cook that is affecting its business operations within industry. There are some major
issues which drive changes to company have been described below:
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 Decline in currency value: Situation of recession in the economy of UK has affected
the business and profitability of Thomas cook. In order to resolve this, various step have
been taken that bring changes in leisure and luxurious activities. It will help in attracting
large number of customer. The company slumped to a £590million loss in its last
financial year and wants to slash costs. From the impact of recession people purchasing
power has affected and this lead to decline in sale of Thomas cook tour and travel
enterprise. Along with this, rate of unemployment has also increased (Morrison, 2013).
This impact of recession have made continuous fluctuation in prices value of euros,
which ultimately leads to decline. It also decreases the price of its tour package and its
services so that tourist can easily spend and planned to buy book tour package. This help
in generation of sustainable profitability. Moreover, Decrease in prices of currency has
also made an impact on the business of MYLA group and companies in travel network
group by reducing there profits margins and also decreased the number of tourist within
the country. The company also faced Thomas cook has also taken back the 2500 jobs as
it has faced various loss of £590million loss from euro crisis in Egypt and It has already
closed 168 stores and shed 1,100 workers in recent years as customers have tightened
their belts and spent less on foreign holidays.
 High cost of fuel: There is increase in high fuel cost which is the reason of changes in
travel and tourism industry. Further price of fuel rise which lead to increase in price of
airway tickets so this impact sale of Thomas cook tour and travel. On the other hand
company focus on acquisition with the other tour company this lead to increase in travel
and tour company sale. Along with this company can easily afford the price of Airway
company. Further, this rise in prices of products has made a negative influence on
profitability of Myla group and travel network group by reducing the margins and also
increased the rate of air tickets which will effects the demand of customers in UK. As
per the Oliver Richardson job cuts were ‘a devastating blow for Thomas Cook staff
across the retail network.It is yet another dark day for Britain’s high streets.’
4.2 Elaboration of consequences that fails businesses to respond market change.
As per the given scenario, there are various organization which supports the Myla group,
Thomas cook and travel network group which regulates their business operations in travel and
tourism sector within the UK (Beard and et.al., 2012). In this context, there are various
15

consequences have analysed which will arise when the business will fails to cope up with
changes such as:
 Operating losses: These are considered as major losses which an organization has to face
it fails to sustain in market and it will impact its profitability and sale of business
(Moscardo, 2011). For instance, rise in prices of fuel may impact the whole business
Operations of Myla group, Thomas cook and travel network group also provides major
impact on performance.
 Decline in products and services: It is also major consequences that occurs when the
firm will not be able to satisfy the needs of its target customers then it may causes decline
in sale and revenues of firm. Moreover, if the company increases the prices of products
then customers will get dissatisfaction and they will change there preference towards
other organization. Apart from this will affect the business operations of MYLA group as
it makes and influence on business operations travel network group.
 Risk associated with the place: Due to impact of terrorism and natural calamities in
some places, the business operations of firm gets affected as travellers will not visit such
place. This factor will change the psychology and perception of people towards the
destinations that leads of business operations causes major losses. This factor will also
provide major impact on travel tourism sector firms like thomas cook and also business
operations Myla group.
All the above mentioned factors are interrelated with the strategy that supports in
analysing the consequences that an organization in travel and tourism sector has to face if it will
not be able to meet the changes. This all factor unable the organization to respond the changes
which lead to failures.
CONCLUSION
From the above report, it has been analysed that travel and tourism sector has its major
significance in the development and growth of economy. Business firms regulating in thi sector
needs to understand the significance of strategies. It is also analysed as one of the major sector
which always gets affected with the political, economic and social instability. Apart from this,
analysis of various issues have provided an understanding that a business has faced various
challenges in order to regulate its operations in competitive business environment. With an
extremely dynamic environment and volatile market situation, even a small issue associated with
16

tourism business can have significant impact on entire sector. Along with this, TUI group is
major contributor towards in travel and tourism sector which have provided major growth
development of innovative products and services as well as satisfying the needs of people.
17

Niche marketing:
Niche marketing is considered as the using all the efforts of marketing towards a well
defined segment of population. It is major and effective marketing technique which is used to
target a specific market which is considered as unique and it is usually created through
identification of various services through identification of requirements of identification of
consumers requirements. It does not mean small target market, but it also involves various
products and services which are needed to be communicated to consumers.
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Through this chart, it has clearly identified that tourist arrivals in Europe are expected to be
witness the modest growth rates of 2.5 percent respectively by the year 2050. Thus niche tourism
market provided major growth to the travel and tourism sector of UK. From the another chart, it
has also been clearly determined that niche market in this sector has also achieved a major
growth.
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regions. Current Issues in Tourism. 18(1). pp.11-43.
Connell, J., 2013. Contemporary medical tourism: Conceptualisation, culture and
commodification. Tourism Management. 34. pp.1-13.
Dasgupta, D., 2011. Tourism marketing. Pearson.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and
tourism. Taylor & Francis.
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