AS1 Report: Impact of Green Phenomenon on Tourism Businesses in UK

This report investigates the impact of the green phenomenon on tourism businesses, focusing on how climate change affects the industry and creates opportunities for sustainable growth. The introduction highlights the tourism industry's significant economic contribution alongside its environmental impact, emphasizing the need for green practices to ensure continued tourism. The report outlines the aim, research objectives, and questions, followed by a detailed explanation of the research methodology, including interpretivism philosophy, inductive approach, descriptive design, and qualitative research methods. A literature review examines the green phenomenon's impact on businesses, the effects of business on climate change, and the application of capability analysis on SMEs in the tourism sector, supported by a PESTLE analysis. Recommendations and conclusions are provided to promote sustainable and environmentally responsible tourism practices. The report underscores the importance of green initiatives in tourism to preserve natural resources, support local communities, and ensure the long-term viability of the industry. The study utilizes secondary data sources like journals and articles while adhering to ethical considerations to present a comprehensive analysis of the topic.

AS1 Management
Report

Table of Contents
TOPIC: The impact of Green Phenomenon on Tourism Businesses...............................................3
INTRODUCTION...........................................................................................................................3
Aim.........................................................................................................................................4
Research objective:- ..............................................................................................................4
Research questions:-...............................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................4
LITERATURE REVIEW................................................................................................................7
The green phenomenon have an impact on business..............................................................7
The business have any impact on climate changes................................................................8
Application of capability analysis on SME from tourism sector ........................................10
PESTLE ANALYSIS....................................................................................................................13
Analysis and evaluation of application.................................................................................16
RECOMMANDATION.................................................................................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

TOPIC: The impact of Green Phenomenon on Tourism Businesses
INTRODUCTION
Travel and tourism industry is work toward providing services related with the leisure,
overseas travel, distance travel etc. This sector contribute up to a great extend in enhancing and
improving the economical condition of the country but on the other it also influence the
environment up to a great extend. This is because with the advancement of technology and
anticipation of globalisation concept the travel and tourism sector is growing at a rapid pace. As
a result of which the frequency of people visit to UK is also increasing due to several reasons
like family trip, tour, business purpose, study abroad and many more. This leads to increase in
the visit of people to that country which may influence the environment of UK in negative
manner ( Pookhao, 2014). As the people who are new to country may not be much aware about
its environmental conditions and policies toward environment safety. As a result of which tourist
may harm the natural resources or may over utilise, additionally it also create pollution like air,
water, sound etc. This not only affect the environment but also the beauty of place which is the
main point of attraction to the tourism for visiting UK.
Hence, in order to deal with such issues and maintaining a better environment which help
in ensuring continuous visit of tourism, the players of travel & tourism sector must focuses
toward adopting the green phenomenon within their business practices. The green phenomenon
within a tourism industry mainly focuses over putting efforts toward some critical issues of
environment that are related with carbon emission, waste management, water supply and
biodiversity conservation which is mainly created due to increase in tourism activities. The green
phenomenon mainly focuses over making people aware about the negative impact which tourism
practices and ways to minimise it by involving local community for the conservation of ecology
and biodiversity of a particular area (Maćkiewicz and Konecka-Szydłowska, 2017). So that
biodiversity in return provide economic incentives to local community. The main aim behind
conducting this project is to develop an understanding regarding the concept of green
phenomenon in the tourism industry and impact of climate change over businesses. In addition to
this, it will support the travel and tourism businesses in improving their business practices so that
sustainability and green tourism can be promoted.

Aim
The main aim of this research is to see how the climate changes affect the businesses and
creates opportunities for business to grow and encourage the business to consider the
opportunities which green energy can create.
Research objective:-
1. To identify the impact of climate changes on businesses
2. To identify the ecotourism create opportunities for businesses
Research questions:-
1. The green phenomenon have an impact on business?
2. The business have any impact on climate changes?
RESEARCH METHODOLOGY
Research methodology is refers to that part of an investigation which contains an
information regarding number of tools and techniques which are basically used within an
investigation in order to gather, evaluate and interpret the information in effective manner in
order to achieve aims and objectives of investigation. Additionally it also help an investigator by
directing about the manner in which information must be gathered and evaluated so that findings
can be presented in effective manner toward the accomplishment of research objectives (Nicolae
and et. al., 2016). Following are the research methods that will be using in order to gather
information toward the support of research topic i.e. “The impact of Green Phenomenon on
Tourism Businesses”. These are mentioned below:
Research Philosophy:- There are two type of research philosophy i.e. interpretivism and
positivism. In order to perform this investigation effectively interpretivism philosophy will be
used by the researcher as it support in gathering information while considering realistic approach
which directly affect the outcome of investigation. By using this philosophy the researcher would
be able to collect information about the impact of Green Phenomenon on Tourism Businesses
from several sources in context of research aim and objectives along with real evidences. This
philosophy is adopted to perform work over human perceptions so that the view point of several
authors over this topic can be critically evaluated.

Research approach:- The research approach are of two type such as inductive and
deductive. Among these the inductive approach will be used as it help in brining best possible
outcome which get through in-depth investigation that is more appropriate for qualitative form of
investigation. In addition to this it is more flexible as compare to deductive approach as it
focuses over the broader concepts despite of covering all small aspects involve in investigation.
Research design:- The research design work as a blue print for overall work and are
basically of three type such as descriptive, exploratory and experimental (Poladashvili, Cardoso
and Cairrao, 2014). For this research the descriptive approach will be used which support in
conducting detailed evaluation over concept and impact of green phenomenon on tourism
industry which is based on qualitative mean of investigation.
Research methods:- This is basically one which explains about a method to be adopted
for gathering the information. The research methods are basically of two type such as qualitative
and quantitative. Among them qualitative mean of investigation is consider for gathering
information regarding the green phenomenon within tourism sector. The main reason behind
adopting this methods is that it allow the researcher in performing in depth evaluation over the
research topic. In addition to this it will also allow the researcher in uncovering the trend within
the thoughts or opinion of people regarding green phenomenon.
Data sources:- This section involves the detail regarding the number of sources to be
adopted for gathering the information which is required to performed investigation. The data
collection sources are basically of two type such as primary and secondary. In order to perform
this investigation secondary method will be used as it provide the information which is already
gathered or published by another authors so that deep understanding can be developed in this
topic (Trčková, 2016). In addition to this it will also ensure the authenticity of topic as data is
gathered from several sources which is already being studied or published by other authors. The
secondary information will be basically collected from the sources like journals, articles etc.
Research ethics:- In order to perform an investigation in effective manner it is crucial for
the researcher top comply with all the ethical consideration so that it get published without nay
sort of compliances. Hence, while performing this investigation researcher consider the ethical
implication where the investigator will de-identify or recheck the information which is
mentioned in the research so that no false or obsolete information remains there that may mis
lead people. In addition to this another ethical practices considered by the investigator is that the

data which is collected for secondary information must be gathered from authenticated sources
which includes fresh information so that current scenario of travel industry can be presented with
the help of this investigation.
Reliability and validity:- Within an investigation the reliability is basically refers to th
consistency of measures which are based on the implementation of testing the instruments in
effective manner (Hultman, Kazeminia and Ghasemi, 2015). This means that the researcher
must focuses toward gathering the true information from authenticated sources with an aim to
maintain the project reliability. In order to present most reliable information the researcher
within the investigation ensure that the information must be derived by considering several
circumstances so that proper understanding can be presented with the help of investigation. Apart
form this the validity of investigation is considered only when the final outcome of findings are
corresponding to the realistic characteristics. Hence for ensuring the validity of investigation,
researcher must focuses toward collecting data for the research by making use of authenticated
sources like already published investigations.

LITERATURE REVIEW
Literature review is basically defined as the process of critically evaluating the view point
of several authors in term of particular research topic so that proper understanding can be
developed regarding the nature of topic by evaluating already published information (Devine,
2014). This support in critically analysis the view point of several authors through which the
appropriate findings can be presented in order to accomplish the research objectives. The current
report is based on “The impact of Green Phenomenon on Tourism Businesses” and critical
evaluation performed this is mentioned below:
The green phenomenon have an impact on business
According to the view point of Pedro Pintassilgo, 2016, the concept of green tourism or
phenomenon is basically used by small scale tourism which basically involves in practices like
visiting the natural areas while focusing toward minimising the environmental impact. The green
tourism is used interchangeable with the concepts like ecotourism. In this the green phenomenon
within tourism is basically refer to the performance of activities that are environmental friendly.
This mainly focuses over providing the responsible tourism to the natural area which help in
conserving the environment and improving the welfare of the local people. Here the tourism
businesses mainly focuses over minimising the impact, building up the environmental awareness,
respecting the local culture and protecting the biodiversity.
According to the view point of Stylidis and Terzidou, 2014, green phenomena mainly
focuses over promoting the environmental friendly travel within the natural areas with their by
keeping the attraction toward the flora and fauna and the cultural heritage. The green tourism
support in minimising the environmental impact of tourism with an aim to maximise the
adoption of climate changes. It mainly focuses over improving the tourism practices in a manner
that leads to minimum wastage of resources and environmental factors so that sustainability in
term of tourism can be achieved. The biggest strength of green phenomenon is that it not only
help in keeping the environment protected but also support in social development by involving
the local community in tourism practices such as supporting the local restaurants, development
of services offered by local people and ensuring the production of local craft in order to present
the culture of the place. In addition to this green tourism also offers a responsible approach to
environment where tourist can admire the cultural heritage and unique landscape along with

providing people the opportunity to enjoy at same time which is enabled with the outdoor
activities and beautiful nature. Hence, it can be said that the green phenomenon application in
tourism practices support the travel and tourism businesses to showcase their cultural heritage
and landscapes in order to satisfy the travel leisure of tourists despite of providing them luxury
experience by wasting up natural resources which may affect their business in future due to
scarcity of resources.
On the other side according to the view point of Rahman, Park and Chi, 2015, green
tourism brings up several development opportunity for the local or small scale tourism business
as people mainly prefer to visit at natural places where they can experience the culture, living
style and rich heritage of a particular place. These travelling need of people can only get satisfied
when they visits to backward areas as a result of which the attention of tourists are basically
diverting toward the backward or local area of a particular place despite of visiting the developed
area for experiencing the luxury holidays. This in turn affect the business practices directly for
the travel businesses that are operating at larger scale and at the developed area of particular
country. Hence this is consider to be the biggest threat for large scale business which is affecting
the business and market share of tourism businesses that are not dealing in green tourism as
customers now become more attracted toward the green tourism or such practise which work
toward the welfare of society and environment. Despite of all this the major weakness that green
tourism holds is that it is mainly performed in the local or backward area so that natural resource
can be preserve along with presenting the cultural heritage of particular place. But despite of all
this the major weakness is that in backward areas there are number of issues present in such
areas where the communication is not appropriate as the network are not available all the time.
Despite of this, facilities are also limited in term of availability of rooms and other facilities
which are required to stay at a particular place appropriately. In addition to this issues related
with health or disease may also be faced by the people. These issues are mainly found in tribe
area where people mainly remain more attracted to visit as such areas are rich in cultural
practices.
The business have any impact on climate changes
As per the view point of Samreen Siddiqui and Muhammad Imran, 2018 , climate
changes is basically consists of several changes within the temperature that in turn directly affect
the people economically and socially. Tourism industry is consider to be one which get highly

affected by this climate changes as it involve the travelling of people from one place to another
and this travel get affected when there is change in climate. This is because with the decrease in
temperature, Fogg get creates throughout several places which diminishes the visible area that
increases the risk of accident which in turn minimises the tourism practices. Despite of this, other
issues like over excessive rain fall, storm etc. leads to directly influence the availability of
natural resources which are consider to be most crucial factor that are being used by travel and
tourism sector businesses in order to offer more convenient and quality services. When these get
affected it directly influence the tourism practices in that particular area and a result it affect
businesses profitability and economy of country as well.
Hence the major threat which climate creates to the travel and tourism sector are
increasing risk of species extinction, growing health and life insecurities, decreasing freshwater,
increasing accidents sue to wildfires, rising risk of diseases and increasing heat waves. These all
issues get created from the changes in climate which in turn directly affect the visit of people to
the country and hence affect the activities performed by the tourism businesses. Therefore, in
order to deal with this issues ecotourism practices are being promoted in order to improve the
tourism practices while saving the natural resources. This act as a opportunity to businesses as by
adopting the ecotourism practices, businesses become able to generate awareness among the
people regarding safeguarding the natural resources and improving the well-being of people by
promoting a tourism practices which shows respect to nature and do not result into its
degradation. This will support not only in saving the resources but also help the businesses to get
involve in CSR practices which support in promoting the positive image of businesses in front of
several organisation.
According to the view point of Andrea. Bigano, Jacqueline M. Hamilton, and Richard S.
J., Tol, 2012., Climate changes have a high influence over the tourism practices performed by the
businesses. The climate changes has shifted the pattern in which tourism practices get performed
by putting their concentration toward the altitude and latitude. This is because the domestic
tourism flow get increased within the colder countries and get fallen by the 20% within the
warmer countries which are related with the baselines without the climate changes. For some
countries international tourism may get treble whereas on the other hand it may cut in half.
Therefore, the climate changes affect the tourism practices as it directly influence the decision of
people to visit a particular designation or not. The biggest strength about the climate change is

that majority of tourism industry target the people which lives in geographical regions that are
either too much cold or contain huge snow fall or people that lives into countries that consists of
extreme hot temperature. This is because the people lives in these regions basically plan their trip
which provide them a place with a totally different environment so that they would be able to get
relaxed and experience new things. Hence this is the greatest advantage of changes in climate as
in case of high or low down of temperature people prefer to plan their holidays which help in
bringing economical benefit to the tourism ,industry.
In addition to the major reason behind changes in climate is the disturbance that get
created to the ecological system due to several practices performed by the human beings in term
of developing infrastructure or creating building with an aim to provide a better environment to
the people in term of tourism practices. Hence, as a result of which people mainly try to visit the
places which presents them a feel of nature touch. Therefore majority of people mainly focuses
over visiting the backward area which is away from issues like pollution, inappropriate climate
conditions etc. This is one of the biggest weakness as now people belongs to these backward area
mainly tries to develop their infrastructure so that proper facilities can be provided to the visitors.
But as a result of which it increases the degradation or deforestation so that appropriate space can
be bring to develop hotels or other spaces to serve tourism in effective manner and ensure their
revisit.
Application of capability analysis on SME from tourism sector
By performing literature review over the basic concept of green phenomenon use with the
tourism sector and impact that are faced by businesses while climate changes several hidden
factors are being determine about the application of green phenomenon in business practices
( Budeanu and et. al., 2016). These not only support in identifying several opportunity or threat
that are present in front of a business rather it also help the SME businesses in determining the
direction to perform better that support them in achieving sustainability at marketplace by
formulating strategical planning. The Cosmos is a travelling agency which operates its
operations by providing services regarding the tour and travelling packages to the customers. It is
headquartered in England, UK and maintain contacts with several cruises and river cruises
operators. It is a tour operator which operates at small scale and wants to expand its business so
that it become able to operate at medium or larger scale. People mainly prefers to take services
from that businesses which perform activities in ethical manner and by considering the concept

of green tourism and ecotourism. Hence, by implementing the green phenomenon within the
business practices, the Bloomsbury hotel be able to perform effectively and be able to achieve
competitive advantage.
By adopting the green phenomenon in practices, Cosmos be able to contribute toward the
environmental protection. For this it can involve local community where they can showcase their
culture which help in maintain the attraction of people toward the site view which Cosmos
present to its tourists ( Budeanu and et. al., 2016). As the majority of its focuses remain toward
river coastal area, therefore it has a huge influence over its travelling practices while changing in
climate this weakness can be recovered by Cosmos by switching its trip to local and backward
areas in order to provide a trip of heritage. This is also an opportunity as the interest of people is
also moving toward the natural and cultural places. It will support them in achieving and
maintaining the sustainability within marketplace. The threat found by performing the literature
review is increasing the scarcity of natural resources which directly affect the travelling
practices of the Cosmos. Hence in order to deal with issue and be able to adopt the green
phenomenon the Cosmos travel must focuses toward utilising the natural resources in more
effective manner by promoting the minimum wastage concept in its practices.
Hence, in order to deal with the issues as well as threat that are present within the tourism
industry it is crucial for Cosmos travel to determine the capability analysis and the try to evaluate
as per the current situation of the company. This support in formulating effective strategies for
the growth and success of the business. This growth strategy proposal is mentioned below:
Situational analysis:-
By performing the internal analysis of the Cosmos travel it has been determined that the
resources are appropriately available within the firm that are required to perform operations
effectively. Such as proper availability of customer support staff, receptionist, travelling report
for presenting information about the packages etc. which support in providing services in
effective manner. Despite of this, the founders of the firm are also most innovative strategic
planners which support business in brining innovation in term of their services by creating
effective packages that help in keeping customers satisfied.
Swot analysis introduces as an internal analysis of an organisation which helps company
in identification of its strength, weakness, threats and opportunities. One of the main strength of
Cosmos travel is Internet can be hard to navigate with different options and unclear offers. As a

travel agent company offer “one-stop-shopping”. Main weakness of this organisation is they not
adopt new habits and/or patterns quickly enough. There are fewer agencies out there today than
15 years ago is introduces as a main opportunity for Cosmos travel. Not being capable to inform
the clients what they offer is threat faced by Cosmos travel.
TOWS Analysis:
TOWS analysis is analytical tool that can be used to form a strategy for the organisation.
TOWS is formed from Swot analysis which helps company in identification of its strength,
weakness, threats and opportunities. In the following analysis, it is related to linking the
strengths and weaknesses with the opportunities and threats of the company. So the application
of this analysis on the working of Cosmos Travel is being provided as under:
Strengths with Opportunities: The concept of green phenomenon brings up growth
opportunities for Cosmos as the implementation of concept will ensures the social development.
This in turn act as a strength as it help in influencing the stakeholders of COSMOS to contribute
toward the implementation of green phenomenon which in turn help it in exploiting the
opportunity where it can attract larger number of tourist to avail its services by involving local
people to showcase their nature site view to the visitors along with their cultural program. This
also make it is possible for the company to increase their opportunities with the help of its
existence which is more than 15 years so this will impact positively on the working of Cosmos.
This strategy of promoting the green phenomenon practices while involving local people will
support Cosmos in getting involves within sustainable tourism practices.
Strengths with Threats: The strength of green phenomenon in travel and tourism sector is that
it help in attracting larger number of people toward visiting a particular place as it involve
greenery places as well as activities that work toward welfare of society and environment. But
the threat to this is that such places involve low network coverage which sometimes restrict
organisations to perform tourism practices at such places which in turn also a reason behind
lacking of information regarding such places to customers. Therefore, Cosmos can make use of
Internet in order to make its customers aware by providing information about such places so that
more and more customers can be attracted and get their support toward promotion of sustainable
tourism by making green phenomenon possible. For this the promotional strategy will be adopted
where information is circulated with the help of internet among the customers to generate their
demand or interest toward green phenomenon.

Weaknesses with Opportunities: The major weakness that Cosmos is facing, it mainly put
emphasis toward performing travelling practices near river coastal area. Therefore it can be
recovered by exploiting the opportunity as the interest of people is more toward visiting the local
areas or heritage place. Hence by adopting the green phenomenon through adding the local
people or society within tourism practices will support in promoting the culture and also dealing
with the issues of travelling that Cosmos face while climate change near river or coastal area.
Under this, the strategy for involving local community in travelling practices will be adopted by
Cosmos that help in enhancing the level of productivity by keeping tourist satisfied.
Weaknesses with Threats: As the company is not able to inform their customers and also not
possible for them to adopt new patterns of working so this will impact negatively on the working
of Cosmos Travel and may increases the threat related with its sustainability at marketplace.
Strategies are required to adopt suitable measures for its improvement such as market analysis,
change management. For creating awareness among people and keeping the organisational
practices secure from such threats, Cosmos must focuses toward regularly interacting with its
customers base and try to keep them informed with updated information regarding travelling
trends and services it offers so that more attraction toward green phenomenon can be generated.
PESTLE ANALYSIS
Environmental analysis:- This analysis will support business in determining the factors
present in environment which may affect the business operations which help in improving the
performance by adopting adequate actions. By performing this evaluation it has been found that
there are several emerging market which started operating tourism activities but not much
developed (Kusumoarto, Gunawan and Nurazizah, 2017). Therefore, by operating in these
regions, Cosmos travel become able to expand its business operations and approach the global
market which help in achieving growth.
PESTLE analysis introduces to the external analysis which helps an organisation in
identification of political, social, technological, environmental, legal and economical situation of
country where they want to expand their business. The competition with UK is higher which is a
major threat to its growth and social cultural factor is also being a major influence in the
operations performed by the Firm. Hence, in order to achieve sustainability in marketplace it is
crucial for Cosmos travel to consider these environmental factors in order to create an effective
strategies to operate efficiently while considering these factors.

Political:- The government of UK contributed up to a great extend by promoting the green
practices to be involved within the tourism practices. For this several laws as well as standards
are being formed that are required to imposed by tour operators in order to perform their tourism
practices without increasing the wastage or make to environment pollutant. By working over this
it become easier for Cosmos to implement green phenomenon in its tourism practices.
Economic:- Government put more emphases toward setting up several National and regional
development banks that provide fund to local tour operators in order to perform the practices
related with promoting culture or heritage of particular place in front of tourist. This is a greater
opportunity fro Cosmos as it can take financial assistance from government in order to start its
green phenomenon practices.
Social:- The consideration of social factors is important which support in determining the
demand of tourist toward services offered by Cosmos. As the employment is become the major
concern fro society, so Cosmos can involve local people in its tourism practices which help in
ensuring social development and also benefit the company by providing it an opportunity to cater
the tourist need related with cultural and heritage product while keeping skilled employees who
are aware about it.
Technological:- The capital of UK i.e. London is consider as hub of technological and financial
institution. Therefore, Cosmos can take advantage of this feature in order to bring up new
technology fro enhancing its performance as well as customers experience related with travel and
tourism.
Legal:- The consideration related to legal factors is also important such as the Advertisement
Act which have been introduce by government for welfare of customers. Therefore, it is
important for the Cosmos to focus on providing their customers with real advertisements that
should not distract them from reality to fake things.
Environmental:- There are number of initiatives are being adopted by the government of UK
within travel and tourism industry in order to keep the environment safe and secure such as going
digital, reducing wastage, minimising activities which pollute environment etc. These standards
must be consider by Cosmos as avoidance of which may influence its market performance and
result into legal compliances.

Analysing Opportunities:- Before formulating strategies it is crucial for Cosmos to
determine the opportunities that are present within the marketplace which support in enhancing
the growth of the company. Hence, by performing evaluation of environment in which Cosmos
operates it has been determined that there are number of growth opportunities present in front of
the firm as with the advancement of technology the tourism demand and practices are being
enhancement. Despite of this another opportunity in front of Cosmos is to adopt the green
phenomenon as majority of tourism customers are attracted toward the business which perform
ecotourism practices. This not only support in attracting more consumers but also help in
developing a positive image in marketplace and front of communities as well which brings up
growth. Another opportunity present in front of Cosmos is getting local community involvement
within tourism practices that help in enhancing the quality of performance as such people have
more knowledge about culture or heritage. For instance, by hiring local people it become easier
to cater the demand of those tourists who are much interested in heritage visits by providing
them accurate information about places.
Strategic analysis:- As there are number of opportunities available in front of Cosmos in
upcoming market trend such as sustainable tourism, affordable luxury, convenience booking,
experimental tourism etc. but before moving toward in this direction, it is crucial for the
company to perform strategical analysis in order to determine risk, ethical consideration so that
appropriate strategical planning can be formulated (Oleynik and Iaromenko, 2014). The major
risk present in front of Cosmos is increasing competitions from big players as they maintain
partnership with different transport, hotels and restaurants to provide one stop solutions. Another
risk for Cosmos is increasing governmental focus toward green tourism and saving natural
resources which affect the procedure of performing operations and policies of business. In
addition to this ethics must be consider by Cosmos like performing operations that provide social
benefit and development of community, avoiding actions that harm natural resources, adopting
practices leads to sustainable tourism.
Strategies for growth:-
After evaluating all the factors which affect the business operations or promote the
growth within the business practices it become easier to formulate effective growth strategy. As
the Cosmos want to expand its business in order to attain growth following strategies can be
adopted by Cosmos:

 Market-led approach:- In order to expand business and achieve growth, Cosmos travel
must perform market research or maintain communication with customers for
determining the expectation of consumers toward products so that appropriate package
can be formulated by adjusting right services. This brings up positive impact over
Cosmos performance as it become able to supply the services as per demand of tourist
that results into greater profitability and success.
 Resource-led approach:- Under this approach, Cosmos travel must focuses toward
determining the resources that are required for performing operations and manage it in
timely manner so that it can be arranged effectively before performing of operations. By
performing this approach it become easier for Cosmos to determine the resources
required for delivering services in more effective manner which bring positive impact
over the customer satisfaction.
 Partnership and alliances:- In order to expand the business operations, Cosmos can
approach emerging market by performing partnership with the hotels, restaurant and
other persons that will contribute toward performing tourism activities in effective
manner. By performing partnership and alliance, Cosmos become able to use the
knowledge, customer base, employees and resources toward improving its operations'
which brings up positive influence over its brand image.
Analysis and evaluation of application
After applying the findings of capability over the growth strategy of Cosmos it has been
identified that there are plenty of opportunity present in front of the Cosmos which it can get
with the help of green phenomenon (Kvalsvik, 2016). This is because as per today's market
environment the travelling requirement of people increased which in turn has brings up several
growth opportunity to the travelling agents. This is also developed several emerging market in
which Cosmos can enter. The benefits it holds here is hat it already organise trip in several
countries which has increased its awareness and information regarding several countries which
make it easier to expand business. But the major risk it holds is that expansion to new market
requires huge investment in addition to this green phenomenon implication is also not possible at
small scale. Hence it require to firstly generate fund or sources through which these practices can
be performed in effective manner. For this Cosmos can adopt the alliance or partnership where

the investment and resources can be adjusted so that green phenomenon implemented in
effective manner.
Despite of all this, it has been identified that ecotourism is an effective approach that
support the Cosmos in accomplishing its strong customer base and approaching others by
creative a positive image in the marketplace (Trombadore, 2018). This in turn also support it in
improving its productivity by broadening the area of operations which was earlier limited to
some destination which get affected with the changes in climate. Hence, it can be said that
capability analysis of tourism sector support the Cosmos tourism in determining the opportunity
and threats that are present in market which further contribute toward formulating effective
strategy.
RECOMMANDATION
As per the above performed investigation it has been identified that the Tourism industry
is one of the fastest growing sector which is expanding its operations and services at a rapid pace
with an aim to provide greater experience to the customer for fulfilling their travel and leisure
demand. It not only supported in expansion of large scale businesses but also contributed toward
increasing the opportunities for small scale businesses. Hence, following are recommendations
that must be consider by Cosmos in order to achieve growth within growing tourism industry,
 It must put more emphases toward adopting green tourism where tours are arranged for
natural places in order to generate awareness about environmental safety and protection
for future practices.
 Cosmos must focuses toward formulating its policies and also guide its tourists as well as
employees regrading the practices to be adopted which leads to minimum wastage while
performing tourism practices.
 Cosmos must focuses toward approaching the backward area in order to provide a new
experience of heritage and cultural rich places so that it not only help in attracting
customers but also support in contributing toward the development of society.
By adopting this, the Cosmos travel would be able to improve its operational efficiency
and productivity by providing certain options which company can adopt for achieve growth and
success in expanding tourism market. But on the other side there are also certain
recommendations provided which industry must consider in order to promote green phenomenon
in tourism practices. These are mentioned below,

 The industry must focuses toward creating standards and principles regarding the
adoption of certain actions within tourism practices that help in safeguarding the
environment and promoting ecotourism. This in turn support in improving the tourism
practices as some of the player within sector are adopting several practices in improving
the customers experience but actually these are result into scarcity of natural resources.
 Another recommendation for industrial standards is that it must focuses toward
strengthening the role of community within the tourism sector by providing them
opportunity to earn from the tourism services performed around them. This not only
support in improving their economical and social condition but also contribute toward
improving the tourism activities by actually presenting the culture in right manner.
CONCLUSION
From the above performed investigation it can be summarised that green phenomenon
within the travel and tourism industry is consider to be the most trending concept which is
attracting the concern of tour operators toward the green tourism or ecotourism. This is because
it only support in improving the practices of tourism by reducing the wastage and ensuring
optimal utilisation of resources but also support the players of tourism industry in getting
involved with the Corporate Social Responsibilities. This support in improving the goodwill of
tour operators in front of the company which brings up several businesses opportunity. Despite
of this, it also support tour operators in reducing the climate changes condition which mainly
affect the business practices. As it get developed through the excessive use of natural resources
and deforestation which is directly affect the beauty of tourism destination that leads to increase
in development of artificial creation for fulfilling the tourist demand but is not benefiting the
organisation be generating valid profit as it reducing the interest of people.

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