Detailed Report: Tourism Enterprise Development in Dublin, Ireland

This report presents a business plan for 'Top of the World,' a hostel located in Dublin, Ireland, targeting young travelers and students. The report provides an overview of the business, detailing its unique features such as themed rooms and a rooftop lounge. It includes a market analysis assessing the tourism and hospitality industry in Ireland, considering factors like political, economic, social, and technological environments using PESTEL analysis. The report further examines the target customers, their needs, and the competitive landscape, comparing 'Top of the World' with established hotels. It highlights the competitive advantages of the business, such as affordable pricing and unique offerings, while also considering the current trends in the Irish tourism sector. The report concludes by referencing key sources to support the analysis.

Running Head : TOURISM ENTERPRISE DEVELOPMENT
Tourism Enterprise Development
Name of the Student
Name of the University
Author Note

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TOURISM ENTERPRISE DEVELOPMENT
Overview of the Business
The name of the business of “Top of the World” and is located in Dublin , Ireland. The
business is primarily a hostel in a building. The building is situated in Ranelagh, Dublin 6. The
building has the access to the rooftop. The hostel is to be given on rent as a part of the business.
It is supposed to have five rooms in the hostel designed in the most unique style. Every room is
to have different wall paintings of different cities so that the person living in the room feels to
have found out interesting aspects of different cities. The visitors will be given the feeling of
living in different cities while staying at the single place. The rooftop is supposed to be
converted into a lounge where the visitors can surf on internet , play games or read books . The
main aim of the business is to make the lounge section the cherry on “ Top of the World. The
potential market for the business is the young travelers or students having less money. Those
people who cannot afford an accommodation will find these hostel rooms cheap and best.
The Market Analysis
The market analysis is an essential part of a business plan. This particular section needs
to demonstrate the expertise in a particular market. The market analysis is a quantitative and
qualitative assessment of a particular market. It determines the market size, the value and the
volume (Boniface, Cooper and Cooper 2016). The competitors, the external environmental
factors, the customer buying patterns are the essential components of a market analysis. Since the
business “ Top of the World “ is associated with the tourism and hospitality industry in Ireland’s
context, the market analysis of Ireland will provide an overview of how the business should
proceed and grow in the market among many competitors.

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TOURISM ENTERPRISE DEVELOPMENT
The environment
The environment of Ireland can be analysed in the best possible manner by the PESTEL
analysis. The PESTL analysis stands for the political , legal , economic, technological, social
environment of the country.
Political Economic Social Technological Legal
It has been
found that
Ireland is an
independent ,
sovereign, and
democratic
country having a
parliamentary
system of
government.
Hence, it is
considered that
Ireland has a
stable
government
(Clancy 2016).
It is a neutral
country where
The economy of
Ireland is fully
dominated by the
service sector . It
is considered to
be the largest
exporter of
service
contributing 72
% GDP in the
year 2014.
However, the
interest rates set
by the European
Central Bank is
high. This might
be a little
threatening for
Ireland has a
small population
as compared to
other parts of
Europe . Gaelic
language is the
major part of the
language in the
country. The
social classes in
Oreland are
completely based
on the income
scale. The
people of Ireland
are mostly
educated and
students also
The use of
technology is
rapidly the face
of the business .
Ireland is fund to
have better
infrastructure
and railways
services. The
use of mobile
and internet have
also grown in the
past decades. It
will help the
business to grow
their marketing
strategy and
enter in the
The legal factors
include the
regulations of the
country. There
are some legal
issues such as the
Tax law, labor
law of Ireland.
The current tax
rate of Ireland is
12.5 % and the
trading income
of the country is
25 % .

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TOURISM ENTERPRISE DEVELOPMENT
there is less
terrorism as
compared to
other parts of the
world.
Therefore, the
chances of
people visiting
the country as
tourist are high.
The government
is also lenient
towards the price
regulations.
the business “
Top f the
World”.
come from
different parts of
the world for
higher studies.
Hence, this is
beneficial for the
business “ Top of
the world”. It
will have their
target market
easily.
mobile
marketing. They
can also do the
social media
marketing .
Trends
There is a decline in the number of foreign visitors in the destinations in the south and west of
the country. The Minister of Arts , Sports and Tourism has been encouraged to sanction the
structural reforms. The National Tourism Development Authority of Ireland is Failte is now
administering and marketing the tourist regions of Ireland. In the tourism and hospitality
industry, where competition is the life –blood of development, such trends are highly
contributory (The Irish Times 2019). The regional development is focused on by the new

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TOURISM ENTERPRISE DEVELOPMENT
structure. It is aimed at a lathe number of promotional activities which will help in the marketing
of the regions. It can be said that the business “ Top of the World “ will be highly benefitted
through these initiatives as there will be more number of tourists in Dublin and in the country as
a whole.
Customers
In the Irish travel industry, the customer service is highly important. It can either make
or break the reputation of a service provider. Since this is mostly a service industry, there is no
other option than providing superior customer service. At every part of the operations, good
customer service is required. A positive attitude is all expected in this industry. Since the target
customers of the business “ Top of the World” are the student and the young travelers, they will
expect good customer service within reasonable price.
Needs
In the Irish Tourism Industry, the customers need superior quality of service within
affordable price. The visual representation of the service is also another factor which determines
the perceptions of the customers. The location of the place also matters a lot for the customers
and if the place and the surroundings are pleasant, they are ready to pay any price.
Competitive Analysis
The no of Competitors
The Merrion Hotel The Marker Hotel The Green hotel

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TOURISM ENTERPRISE DEVELOPMENT
It is located at the heart of
Dublin city and one of the
most luxurious 5 star hotels.
There are 142 bedrooms
which are equally stylish
(Costa 2017).
It is another 5 star Irish hotel
which combines luxury and
design ate the same time.
There is spa facility and
rooftop bar facility too.
It is located at Dublin city
center having offered an
extensive range of stylish
rooms and suits too. It
focuses on the comfort and
style together .
The competitive Rivalry
The rivalry with the competitors rest on the supremacy of services one can offer. The “
Top of the World” can offer only 5 rooms at a time whereas the competitors can offer 200-300
rooms at a time (The Irish Times 2019). The competitors provide the food service too along with
the lodging service. On the other hand, the Top of the World is an entrepreneur whereas the
competitors are the stable market players in the industry.
The competitive advantage
The competitive advantage of the “ Top of the World” is the price range and the
extensive offerings they have for the customers. The student and the young travelers are
expected to be attracted by the reasonability of their price range.
In what basis will they compete?
It will market its services to the target market elaborating on the extensive range of
services they are offering such as the lunge place , the rooftop facility , the interior of the rooms

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TOURISM ENTERPRISE DEVELOPMENT
and the affordable price they offer. ”. In the rooftop, there will be arrangements for the cinema
nights, workshops or small parties (Mottiar, Quinn and Ryan 2016). It is expected that the
business will attract the visitors such as students or tourists. The theme rooms will be the special
center of attraction.

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References
Boniface, B., Cooper, R. and Cooper, C., 2016. Worldwide destinations: The geography of travel
and tourism. Routledge.
Clancy, M., 2016. Brand New Ireland?: Tourism, development and national identity in the Irish
Republic. Routledge.
Costa, K.A., 2017. Coach Fellas: Heritage and Tourism in Ireland. Routledge.
Healy, N., van Riper, C.J. and Boyd, S.W., 2016. Low versus high intensity approaches to
interpretive tourism planning: The case of the Cliffs of Moher, Ireland. Tourism
Management, 52, pp.574-583.
Mottiar, Z., Quinn, B. and Ryan, T., 2016. Developing cultural tourism through cross-sector co-
operation: evidence from the west of Ireland.
The Irish Times (2019). Irish tourism trends. [online] The Irish Times. Available at:
https://www.irishtimes.com/opinion/irish-tourism-trends-1.478907 [Accessed 2 May 2019].