Analyzing Current Trends in Hospitality and Tourism Industry

This report delves into the dynamic landscape of the hospitality and tourism industry, examining the effects of current and recent trends and developments on tour operators, particularly focusing on 'Golden Tours'. It analyzes the impact of globalization, security concerns, diversity, service quality, technology, price-value perceptions, and demographic shifts. The report also assesses the stages and timescales involved in holiday development, using Thomas Cook Group as a case study, and evaluates the suitability of different contracting methods. Furthermore, it provides a historical overview of tourism, tracing its evolution from ancient times to the present day, and explores various types of tour operations. The report emphasizes the importance of adapting to changing consumer behaviors and leveraging technology to enhance service and efficiency within the industry. The report provides an in-depth analysis of the hospitality and tourism sector, covering the trends, holiday development, and contracting methods used by tour operators.

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Table of Content

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Introduction
According to AlSayyad (2013), hospitality is defined as giving service to other
people and demonstrating the consistent quality and excellence. Hospitality can further
bedefined as providing profitable value of a price level while explaining about own unique
points related to distinction. Hospitality is required to be a ‘place’ where mass can show
their uniqueness and henceforth can make an extension of their personal style as well as
personality. It can be said that the industry of hospitality belongs to a large company groups
which has their own existence in the industry of ‘tour and travels’, and thereafter makes
provision of everything that will be providing all desirable as well as necessary services and
goods to its customers.
The industry is actually composed of five elements. These are:
o Lodgings with tourism that encompasses motels, hotels, cruise ship or camps
o Services on transportation such as airplanes, ship and trains
o Beverage and food operations
o Retail stores working with souvenir, gifts shops for arts and crafts

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Task 1
P1.1 Analyse the effects of current and recent trends and developments on the tour
operators industry.
The philosophy with which ‘Golden Tours’ walks with the tourism and hospitality
industry follows that managers will be counselling all their associates, accordingly providing
them resources and enable them in thinking about themselves also. According to performers
of the ‘Golden Tours’, ‘perform everything that will be attracting them’ is the sole chant
towards success.
While walking to the success path of the ‘Tour Operation Management’ what the
company have discovered is a Tour operators’ position in the chain of distribution that has
been mentioned below:
Figure 1: The position of the Tour Operator in the Distribution Chain
(Source:Ghimire, 2013)
Golden Tours and their observation to the current trends of tourism and hospitality: Globalization: In today’s world people prefer to tour freely all across the world. A
survey report exhibited that in the year 2000, the international tourist arrival was 674

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million which dramatically increased to 797 million within a matter of five years and
reached to 940 million in 2010 (Ayeh et al. 2013, p.133). Security and Safety: The primary concern of safety and security for ‘Golden Tours’
has increased a lot because of the sudden terrorist attacks occurring worldwide along
with the robberies, kidnapping and assaults of tourists. Thus the company have taken
every kind of measures in terms safety and security alongwith critical disaster plans
taken to fight back against each of the threats. Infact it has been found that the
international airports are also implementing several security measures with an
upgraded awareness by making investment of billions and millions of dollars. Diversity: The hospitality and the tourism industry are included among the industries
which show a lot of diversities in terms of guest groups and population of
employees. Infact the tour operator will typically be combining components of tour
and travel for creating a packaged holiday (Dickinson et al. 2014, p.88). They will be
advertising as well as producing brochures for the purpose of promoting their
itineraries and holidays as well. Importantly the personnel would be required to
recognize as well as appreciate the diversity of cultures so as to make an
enhancement of the interaction nature with tourist depending on their religion,
culture, colour, ages, genders and sexual orientations. Service: With the alteration and modification of the global market consumption and
competition, the expansion of the service sector has also experienced a severe
change where quality have become the sole reason toponderin terms of retaining and
attracting quality customers. For every customers, service remains at the top of their
priority list alongwith the right kind of dealing and tour management. Technology: Technology comes as one of the primary force of driving alteration that
will be presenting opportunities in order to obtain a better integration and efficiency
in terms of an improved service of guest. Nowadays, technology has become one of
the main aspects for tourism business where development of the strategic resources
gets considered as a mean of tool for making an increase in the competitiveness.
Effectively utilizing information technology can enhance significant improvement
into the operational functionalities. Price-Value:Value and Price remains the two significant factors for the travellers of
today’s world. Customers have changed their perception in terms of tourism industry
with time. Guests have become more resistant towards paying more instead they are

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now preferring in paying less with getting more and thus the tourism industry is
needed to be patient and tolerant enough to carry out with this objectives. Demographic Modifications: The population is increasing globally and several
retirees are earning good in terms of traveling as well as utilizing services of
hospitality. Infact it has been surveyed that the volume of population is getting
decreased with the increasing of migration. Also gender, age, household and
educational changes have changed dramatically nowadays. Demographic alterations
can have its maximum affect over the term ‘tourism’. Its impact is high on direct
demand of tourism industry (Standing et al.2014, p.83).

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Task 2
2.1 Assess the stages and timescales involved in developing holidays
Planning is taking effective tourism that is important part for development of
holidays in Thomas cook group. Every activity of tour is taking effective results and
performance for Cambridge Heritage beach and wildlife holiday packages. It includes
following elements to determines time scale:
Examining new destinations
Thomas cook group play a vital role to assess two destinations for their business
development. Tour operator determines 2 to 3 months time scale for ascertain effective
results.
Research
With the help of effective market research, two destinations can be selected at
workplace. In this aspect, Thomas cook group has examines that they have to plan for
wedding tour packages in Las Vagas. At least 2 months are require to promote the business
results.
Negotiation
In this aspect, services are demonstrate after conducting market research. In this
way, Thomas cook group need to demonstrate several services which assist to grow
outcomes and performances within the business environment. It can be take 4 to 5months.
Tour development
In this last step, for tour packages design must be develops. In this aspect, Thomas
cook group negotiate tour packages with effective services to enhance outcomes and
performances in successful manner.
During the ancient period, people used to travel all across the world for either
trading, making religious pilgrimage or for war. History speaks that during the third century,
Greek inhabitants used to make travelling for visiting all the sites which had God and paid
visit to temples with travelling to Parthenon in Athens. In the Roman Era, Romans used to
travel freely to the countries which they have conquered. All their travelling was with their
currency and at that time they did not have to be worried about border crossing restrictions.

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It has been found that the Romans used to make their own long straight roads where their
armies can have a quick march and can transport their goods well. In the countries where
they have conquered once, they made an establishment of trade and henceforth started
carving their leisure facilities which included spas (Huang et al. 2013,p.495). The
Romans,who were rich enough to afford travelling, started making their way to countries
where their relatives and friends used to live.
During the Middle Age hardly people used to travel here and there other than going
to their pilgrimage. Infact instead of having any holidays, they used to celebrate ‘holy’ days.
Onthese particular days they used to celebrate religiously. If history records are seen then it
can beseen that many of the UK fairs had traces of being celebrated during this period.
Commonly they make a combination of things like accommodation, transport and meals.
What is more important is that most of the transport which was practiced then was mostly on
horseback or by foot whereas some people could even afford a wagon for the same.
During the early period of seventeenth century, young men used to travel all across
Europe where they started spending even more than a year visiting the capital city of Europe
for educational purpose. The other development that arose during this period was traveling
for ‘a cure’ where people started traveling to the spas in order to get healing of a wide range
of ailments. Obviously these spa provider resorts started gaining popularity which led to
further development of the transport systems along with road.
The holiday packages and the diversity that is available today offermultiplicity and
are vast. Such ensures the requirements of all customers. Further they experienced more sub
sections where it got specified in terms of being some particular tour type. The available
tour types are:
 Tours meant for Special Interest:This first type gets designed with an interest
on a particular area which may include: Wine and food Agricultural or cultural Art
 Regional or City Tours: Normally these will be lasting for a single or
maximum for couple of days. It will be following a fixed itinerary with
primary focus on some fixed place which can be of historic, religious or
refreshment valued place.

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 Full Escorted Tours:For the solo travellers this remains as one of the most
fruitful ideas.
 Group Tours: A group tour will also be following a particular place with an
itinerary that is pre-fixed. Such takes place with a fixed number of people in
a group.
The paper makes a review about some of the approaches which has been discussed and
predicted about the future of the scale and nature of tourism.
2.2 Evaluate the suitability of different methods of contracting for different
components of the holiday and different types of tour operator
With the help of two methods, Thomas cook group can arrange their resuts and
performances in effective way. It will assist to develops profitability and performances that
is needed to cover whole market. In this way, they can implementprogram with two methods
such as fixed contract ans sale only contract. Fixed contracts are made in the chosen
business to ensure that ultilization is take place asper the valume based capacity. In addition
to this, sale only contract assist to select centar code which design tou packages as per
interest of travellers. From these two methods, fixed contract is the best element which assist
to reduce risk element within the company. It make contract among different people at
workplace.
For ‘Golden Tours’ what they believes is ‘making all the experiences of traveling special’
and henceforth keeps a focus on provisioning all the unrivalled professionalism, choice and
confidence as well of the customers. Infact the company also takes care that even the
stakeholders can rely on their business strategies even in their near future. They continue a
business where the main concentration is making a group of three sectors which will
comprise of: Mainstream Destination and Accommodation Activity and Specialist
Golden Tours make provision of the following: Accommodation Tours and Excursions Transfers Events and Meetings

Tour Operations Management Services on Cruise Handling to some of the finest travel agents, tour operators,
worldwide customers and corporate clients
The sectors which the company widely covers in terms of giving the best service in tour
and tourism encompasses:
 Adventure: The company conducts some of the most adventurous tour for its
customers giving an assurance regarding finding the best enjoyment in the complete
tour ensuring safety for the same.
 Education: For the universities and schools specially designed educational tours get
engaged which will be making inclusion of educational visits, student ski trips,
activity and adventure trips.
 Marine: It comprises of some of the most classy experience with the world class
marine and yacht creation brands.
 Sport: The company has gained a lot of experience in terms of offering some of the
world popular sports tours conducting for both the corporate clients as well as for the
worldwide spectators.
The different tour operators are mentioned below: Domestic: They primarily focus on the residents of a country who will only
be traveling only within their own country. Inbound: It comprises of the activities hosted by some country operator
where countrymen of other country will be visiting the country of the
operator. Outbound: It is just the vice versa concept of the above mentioned where the
operator of a country will be arranging tour to some different country where
he will be visiting with his tour party.
2.3 Calculate the selling price of a holiday from given information below.

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Particular
s
Cost Per
Head
Poun
ds
Room 54 27 22.95
BB 12 10.2
Bus Fare 5400 108 108
Tour
Guide
900 18 18
159.1
5
Profit
Margin
20% 31.83
Selling Price 1
9
0
.
9
8

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Notes:
1. The tour has been assumed to be of a single day
2. There would be 50 people on the tour
3. Travel guide and bus rental would be divided amongst 50 people
1 Euro is equal to 0.85 British Pound

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Task 3
3.1 Evaluate the planning decisions taken for the design of a selected brochure
For‘Golden Tours’ they are planning to establish themselves with some more
implementation plan in order to make their agency all the more interesting as well as
popular for its customers and visitors (Thakran and Verma 2013, p.240).
The foremost thing which needed to be understood first is market as well as making
a promotion of the variously offered services in front of the tourists. The most simplest way
to attain such would be through the printed hand outs consisting of marketing collaterals.
Additionally the company would be concentrating on analysis and information like the total
number of brochures which are needed to be printed including the total number of pages
such will be consisting. Also this brochure will comprise of facts like the package types
which now visitors will be getting as an additional benefit from Golden Tours.
In order to make the brochure looking attractive, the necessary steps that need to be
attained are discussed below:
 Inclusion of pictures that need to be attracting and should be consisting of scenic
spots
 Making use of colours which would be enhancing the image
 Insertion of descriptions which can easily be read
 Adding other details that would have enough relevance with the actual information
such as mentioning the tourist needs like listing the hotel names and the nearest
places for sightseeing
Within the tourism industies, Thomas cook grpoup can introduce brochure
for promoting effective results at workplace. On line and off line methods can be
used by the company which assist to enhance design and profitability in nation. In
order to create planning for brochure, following elements can be used:
Recognition of planning issue
In this phase, Thomas cook group has various issues such as objectives, time
scale and segmentation, etc. With the assessment of issue, the company can develops
market easily.
Format
In respect to make attractive brochure, visibility, tour operators and Thomas
cook group determines format. In this way, target markett have been chosen for tour
operator.

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Target market and Budget
As per the basis of niche segment such as wedding tour, Thomas cook group
design and making budget program. It assist to create effective results and
performances within the business environment.
Time scale
For appropriate brohure, it is essential to make design the product and
services at workplace. In this aspect, relevant information can be gathered to design
services for customers.
3.2 Assess the suitability of alternatives to a traditional brochure for different types of
tour operators and recommend the most appropriate for your tour package.
Ever since there was the commencement of the packaged holidays, brochures
received a separate importance where these considered as one of the most important
elements that is actually a marketing mix for any tour operators. No factors have put such an
effect over the marketing tool in comparison to the invention of brochures. Accordingly all
the operators managing holidays of visitors spend a lot of money for making a well
attractive brochure. But increasingly its cost-effectiveness is getting questioned. It has been
found that almost one on ten samples have got used for prompt booking. Infact from the
travel agents, visitors like to collect brochures but later these only find place in trash or bin.
 Traditional Strength: In every way it has put its trace of significance. This term of
‘brochure’ has been very important in the purchase process of holidays. Infact from a
recent research made on customer attitude towards the paper brochure have
confirmed commendable strength over this used media (Hudson and Thal, 2013,
p.158). Consumers gave a positive feedback in terms of positivity that a brochure
spreads. It has largely exhibited abilities such as: Advertisement of positioning and ‘wares’ of every companies
offering holiday packages Making an indication about the general price levels and the manifold
possibilities available within a particular price band Tempting consumer for considering new places in their tour
destination list Helping in making a short list of the resorts available in some
particular country

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 In requirement of Savings: For the tour operators, brochure publishing remains one
of the biggest spending. Infact an analysis show that vertically integrated companies
practicing tour and travel produces: Almost about 150 publications each year Per edition consisting of around 800 pages Each publication consisting of 1 and 5 editions
Now the primary focus comes to ‘e-brochure’ staying in the internet era.
Increasingly it is getting much hype. The concept function with an intention of providing
information in digital format where every consumers as well as travel agents are needed to
make promotion of relevant holidays with an aim of cost saving. Alike to paper brochure, e-
brochure is also encompassing the same content but in comparison to the former, the latter
comes with much a lower cost.
In addition to this, the chosen business has opportunity to create alternatives
resources which beneficial to attain effective results and outcomes. In this aspect, they can
introduce new technology which make development program within the business
environment. It create conveying of message towards the customer for enhance their
profitability at workplace. They can also take important information which make effective
results and performances. In this way, visual brochure assist to design social media with
incorporating different elements.
All these tools assist to develop profitability and company also using Facebook and
other social sites at workplace. It assists to convey important information towards customer
that develops services in different areas.
3.3 Evaluate the suitability of different methods of distribution used to sell a holiday
for different types of tour operator and recommend the most appropriate for your tour
package.
A distribution channel forms the primary link between a consumer and an operator.
Thus it can be said that there exists altogether five channels of distribution for the tour
operator. Such has been shown below.

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Figure 2: Five Channels of Distribution
(Source: Goodall and Ashworth 2013)
All of these channels can be used either for direct or for indirect selling which means
that either there would be a retailer present or may not be present between the customer and
producer. The utilization of the multiple channel distribution remains common for almost
every industry. Specifically the upsurge of internet has found several companies to make a
review of their strategies on channel and hence integrate the support unities. The channels
that get practiced in marketing strategies consist of a mutual role for supporting where
internet, for example, does not have any role to play as a mean of sales player.
Methods of traditional marketing are getting challenged since technology is making
a replacement of the mass marketing. Technology is enabling the providers of tourism to
make a development of the direct and personalized communication towards their consumers.
The recent flourish of the information sharing has become more collaborative along with an
addition of interactivity of online collaboration.LinkedIn and Facebook are the two social
sites which have nowadays become market places for showcasing products of tour and
travels.

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Task 4
4.1 Evaluate the strategic decisions made by different types of tour operator
Generally strategic, in terms of an organization, is defined as ‘the longest term of direction’.
Better to say, strategic gets defined as the lengthiest term of scope and direction for any
organization in order to find success and receive advantages for becoming competitive. Such
can be attained with the resource configuration inside an environment which is needed to be
changing so as to fulfil the expectations of stakeholders.
 Golden Tours
Announcing their inception during 1984, the Golden Tours stands as the ‘Expert’ of
London proffering quality tours all around the city as well as day trips to locations of United
Kingdoms that includes places like Bath and Stonehenge. Offering an experience of over 30
years in keeping themselves at a position where no other words can express their excellence
other than using the term ‘classy’, they are proud in maintaining a partnership with ‘Gray
Line Association’, the internationally preferred and renowned partners of ‘Studio Tour’.
Strategic Decision of Golden Tours:
The tour operator ‘Golden Tour’ offers much a secured and a safe website, remains
immensely passionate about caring customers and till date is carrying altogether 10 million
of traveller from almost 100 countries all across the world. Their travelling of places is
worth of money, encompasses guides who are experienced in terms of their profession and
henceforth guarantees a much luxurious trip.
Thus about Golden Tours it can be said that it is ‘one stop solution’ for everything
you are looking for in terms of your tour and travels.
 Thomas Cook
It is one of the best known names all across the world in the tour operating industry,
because of the dedicated and inspiration squad of operators. Way back during 1841, they
began their journey holding the finger of its founder, Thomas Cook, with their single day
rail excursion. From then onwards the company did not had to look back.
During 1845, Thomas Cook made his very first commercial tour where he arranged a
trip to Liverpool. Since it was one of his ambitious projects therefore Cook was soo much
engrossed within the project that success itself came up to him. Infact in terms of strategy he
planned for a handbook where he put his heart and soul to make an investigation about the
place so that no person faces any kind of problem while in their dream trip.

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Thomas was very much passionate to expand his business at Britain but his
determination was towards establishing it at Europe too. Now, his business is in such a
position, that the tour and travel company has become World’s one of the leading groups
where their sales reached to a number of £9 billion with almost about 20 million of satisfied
customers.
Strategic Decision of Thomas Cook:
With almost about 27,000 employees working under the niche, the company
continues with a motto of delivering personalized yet trusted holiday where cherishing every
moment will be the only things that every travellers will be remembering of. They have
made such possible with their high-touch and high-end strategies (Connell, 2013, p.5).
In respect to meet with goals and objectives, there are various elements which assists
to analysis emerging trends at workplace. It will assist to make strategies that are taken for
tour of Thomas cook group to target various types if customers. Plan can done through
following such strategies which are as follows:
Discounting pricing strategy
Pricing strategy is effective which demonstrate various benefits at workplace. In this
way, the business can promote their tourism facilities to grow in systematic manner. It will
assist to attract potential candidates.
Segmentation, targeting and positioning
It is the effective strategy which make operations for tour operators to take decisions
at workplace. In this way, final decisions are made as per attaining competitive advantanges.
This strategy demonstrate various benefits in systematic way through select specific area.
Creative promotion strategy
Creative promotion strategy assists to make effective tour packages through different
tools which require for promotion. Creative promotion techniques are used such as social
media and other aspects that assist to enhance customer base.
4.2 Compare the tactical decisions that could be taken by a selected tour operator in
different situations
Taking tactical decision during period of necessity is the prime vision which has
become key initiative for successfully achieving a better strategy (Sharpleyand Telfer,
2014). Generally both the companiesmake a determination of the everyday implementation
of activities which will be helping them in realization of what they are in need of.
 Golden Tours

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They always respectall their clients and remember that their travellers are choosing
them for getting the maximum leisure out of any tour. Their manforce shares a duty with
which they maintain their trust and loyalty (Munar and Jacobsen, 2013, p.18). The
employees believes that there no existence of mass market but individuals share a huge
market. Also they remain committed towards the sustainable development alongwith putting
a positive footmark within the society. According to them, leadership cannot be received
instead it needs to be earned and hence it can never be granted. Their strategies of bringing
success are by working together and make open communication between each other.
Golden Tours look for those opportunities that can have benefit for both the
customers and their organization. They make prediction, translation as well as bring down
products which are enough valuable to the market. Their tactical strategy includes in
bringing down integrity with ideas of trending the leisure time market for an enhanced and
better action.
 Thomas Cook
Thomas Cook work with a motto where customers are treated as their guest. The
staffs remain dedicated towards ensuring that each guest will be enjoying their best possible
trip and henceforth always remains geared up to serve the best. Also the things that is more
important for the company is about carbon emission, recycling as well as waste sustainable
tourism for all their way of business (Blanke and Chiesa 2013).
 OTAs (Online Travel Agents)
OTAs represent one of the fastest expanding distribution channels that have
dramatically gained a significant share of market. The Online Travel Agents have gained
their success in the market of ‘short-break travel’. Such a market has increased their
experience with an extremely high growth in the past decade.
However, OTAs will be requiring in making investment in the dynamic and
sophisticated ‘interfaces’ which are meant for their valuable customers if they are wishing to
make a management of the more complex transactions. The Online Travel Agents can
survive without any offline presence but the retail agencies will not be able in making any
expansion of their trade without having the online presence (Hall and Page 2014).

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Conclusion
Both in the tourism expenditure as well as tourist arrivals, an increase have been spotted
globally. The trends which are having their maximum effect over this tourism and
hospitality are the increased concern about the security and safety of guests and an enhanced
diversity within the composition of the workforce. In the arena of ‘tourism lodging
development’ the trend shows an increment in terms of hotels all across the world with the
proper application of friendly policies applied to the environment.

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Referencing:
Books:
AlSayyad, N., 2013. Consuming tradition, manufacturing heritage: global norms and urban
forms in the age of tourism. Routledge.
Ghimire, K.B., 2013. The native tourist: Mass tourism within developing countries.
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Tourism): The Promotion of Destination Regions. Routledge.
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place and space. Routledge.
Sharpley, R. and Telfer, D.J. eds., 2014. Tourism and development: concepts and
issues (Vol. 63). Channel View Publications.
Blanke, J. and Chiesa, T., 2013, May. The travel & tourism competitiveness report 2013.
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hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), pp.3-22.

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Munar, A.M. and Jacobsen, J.K.S., 2013.Trust and involvement in tourism social media and
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Thakran, K. and Verma, R., 2013. The emergence of hybrid online distribution channels in
travel, tourism and hospitality. Cornell Hospitality Quarterly, 54(3), pp.240-247.

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Task 1:
1.1 poster: