GGH 3707 NOTES
THE MARKETING APPROACHES (10 marks)
- Define institutional objectives and set priorities.
- Identify which markets within overall population is/are key to successful achievement of objectives
- Examine key markets to determine needs, personal characteristics and current behaviour patterns
- On the basis of above analysis , further divide the key markets into target segments that are sufficiently
different to merit tailored strategies
- Develop efficient marketing strategies targeting at each segment.
- Monitor results for each target segment and evaluate relative success of marketing strategies in efficiently
achieving desired objectives.
- On the basis of evaluation, make any needed modifications to (a) segmentation approach employed (b)
marketing strategies directed at each segment.
DIFFERENCE BETWEEN ECOTOURISTS AND TOURISTS (10 MARKS)
Tourism is described as business of providing services for tourists. Tourism however, are not
concerned so much about the climate change because they look forward on making business instead of
saving the planet. It causes negative impact on the environment like;
pollution, unsustainable construction that destroys the ecosystem. Another disadvantage is the profit
that tourism collects do not stay at local communities. Why go tourism when you can to Eco-tourism!
Eco-tourism is a type of tourism that appeals to ecologically conscious individuals. It also had many
advantages. It promotes recycling and water conservation, it creates economic opportunities to the
local communities, it conserves the ecosystems and the biological diversity. Safe the planet, travel
safe, and enjoy your vacation instead of going to a place that is filthy and disgusting! Be Eco-tourism
and be Eco-friendly!
DIFFERENCE BETWEEN ECOTOURISM AND NATURE TOURISM AND SUSTAINABLE DEVELOPMENT
(10 MARKS)
Ecotourism is defined as "responsible travel to natural areas that conserves the environment and
improves the well-being of local people." While "nature-based tourism" is simply describes travel to
natural places, ecotourism is a type of nature-based tourism that benefits local communities and
destinations environmentally, culturally and economically. Ecotourism represents a set
of principles that have been successfully implemented in various global communities, and are
supported by extensive industry and academic research. Ecotourism, when properly executed based
on these principles, exemplifies the benefits of socially and environmentally sound tourism
development.
Like ecotourism, such terms as sustainable tourism and responsible tourism are rooted in the
concept of sustainable development, or development that "meets the needs of the present without
compromising the ability of the future generations to meet their own needs" (Bruntland Commission,
1987). With this concept in mind, sustainable tourism was defined in the 1992 Agenda 21 for the
Travel and Tourism Industry as tourism that "meets the needs of present tourists and host regions
while protecting and enhancing opportunities for the future."
WHY INCOME GENERATION IS AN ISSUE IN PROTECTED AREAS AND TWO TECHNIQUES PARKS
AND PROTECTED AREAS COULD USE TO INCREASE THEIR INCOME
, HOW ECONOMIC LEAKAGES COULD OCCUR AT AN ECOTOURISM DESTINATION AND THE
MITIGATING FACTORS THAT CAN BE IMPLEMENTED (10 MARKS)
Reasons for Economic Leakage
Economic leakages are often cited as a primary reason that tourism does not produce the desired
level of economic development in peripheral regions. Tourist destinations that do not promote high
multipliers and levels of linkages will not produce substantial economic development and may even
foster resentment of the industry amongst local residents (Cohen 1982). While revenue that is leaked
makes no impact on the local economy, linkages between the tourism industry and the local economy
are crucial because of the multiplier effect. The multiplier effect refers to how additional rounds of
spending (such as indirect and induced spending) continue to impact the local economy after the
money is initially spent. The absence of linkages leads to a limited impact on the local economy).
Enclavic tourism destinations are frequently cited as having extremely high leakage. In these
destinations, most assets are foreign owned and goods are imported from. Economic exchange
between the locals and the tourists are thus kept to a minimum. In some instances, the resorts have
even banned the tourists from purchasing goods outside the resort (Freitag 1994). To maximize the
economic impact of tourism, it is suggested, the region in question should strive to increase the
amount of connections between tourism and local businesses rather than depend on imported goods
and services (Britton 1982; 1996; Walpole and Goodwin 2000). The reasons for the high leakage in
peripheral tourism destinations are multifaceted. Some of the main proximate reasons are the lack of
capital, local ownership, local employment and inability to link tourism to the local economy. The
ultimate reasons are caused primarily by the nature of peripheral regions because they tend to be
poor, uneducated and unfamiliar with the tourism industry. The cyclical relationship caused by these
factors results in high leakages and leads to a dearth of available capital to invest (Figure 1). In the
following section, we provide a brief review of the proximate factors that can contribute to leakages.
We focus on four main factors, as relevant to this study
Local Ownership and Availability of Capital
Local ownership is crucial to development as the owners of major businesses keep a majority of the
profits. In addition to keeping the businesses’ revenue from becoming leakage, locally owned
enterprises typically reduce leakage by employing more locals and buying more locally produced
goods, creating strong linkages to local industries (Milne 1987; Kontogeorgopoulos 1998).
Local employment
will have a strong effect on decreasing leakages as wages are generally not leaked
the proper education, experience and language skills. to employment that is also seasonal were in
farming
Ability to Link Local Industries to Tourism Rural
areas are typically unable to supply the tourism industry with the goods it needs to sustain itself at a
competitive price. This requires goods to be imported from other areas. Increasing the amount of
locally produced goods is critical to development because of the multiplier effect. However, even in
areas where linkages would appear simple, such as agriculture, they often do not occur, and local
development suffers from high leakages (Belisle 1983; Telfer and Wall 1996; Torres 2003). Table 1
provides a list of factors cited by different authors as contributing to a lack of linkages between
tourism and the local economy. While many authors refer solely to agricultural linkages, their findings
are often applicable to a variety of local industries, including tourism.
THE MARKETING APPROACHES (10 marks)
- Define institutional objectives and set priorities.
- Identify which markets within overall population is/are key to successful achievement of objectives
- Examine key markets to determine needs, personal characteristics and current behaviour patterns
- On the basis of above analysis , further divide the key markets into target segments that are sufficiently
different to merit tailored strategies
- Develop efficient marketing strategies targeting at each segment.
- Monitor results for each target segment and evaluate relative success of marketing strategies in efficiently
achieving desired objectives.
- On the basis of evaluation, make any needed modifications to (a) segmentation approach employed (b)
marketing strategies directed at each segment.
DIFFERENCE BETWEEN ECOTOURISTS AND TOURISTS (10 MARKS)
Tourism is described as business of providing services for tourists. Tourism however, are not
concerned so much about the climate change because they look forward on making business instead of
saving the planet. It causes negative impact on the environment like;
pollution, unsustainable construction that destroys the ecosystem. Another disadvantage is the profit
that tourism collects do not stay at local communities. Why go tourism when you can to Eco-tourism!
Eco-tourism is a type of tourism that appeals to ecologically conscious individuals. It also had many
advantages. It promotes recycling and water conservation, it creates economic opportunities to the
local communities, it conserves the ecosystems and the biological diversity. Safe the planet, travel
safe, and enjoy your vacation instead of going to a place that is filthy and disgusting! Be Eco-tourism
and be Eco-friendly!
DIFFERENCE BETWEEN ECOTOURISM AND NATURE TOURISM AND SUSTAINABLE DEVELOPMENT
(10 MARKS)
Ecotourism is defined as "responsible travel to natural areas that conserves the environment and
improves the well-being of local people." While "nature-based tourism" is simply describes travel to
natural places, ecotourism is a type of nature-based tourism that benefits local communities and
destinations environmentally, culturally and economically. Ecotourism represents a set
of principles that have been successfully implemented in various global communities, and are
supported by extensive industry and academic research. Ecotourism, when properly executed based
on these principles, exemplifies the benefits of socially and environmentally sound tourism
development.
Like ecotourism, such terms as sustainable tourism and responsible tourism are rooted in the
concept of sustainable development, or development that "meets the needs of the present without
compromising the ability of the future generations to meet their own needs" (Bruntland Commission,
1987). With this concept in mind, sustainable tourism was defined in the 1992 Agenda 21 for the
Travel and Tourism Industry as tourism that "meets the needs of present tourists and host regions
while protecting and enhancing opportunities for the future."
WHY INCOME GENERATION IS AN ISSUE IN PROTECTED AREAS AND TWO TECHNIQUES PARKS
AND PROTECTED AREAS COULD USE TO INCREASE THEIR INCOME
, HOW ECONOMIC LEAKAGES COULD OCCUR AT AN ECOTOURISM DESTINATION AND THE
MITIGATING FACTORS THAT CAN BE IMPLEMENTED (10 MARKS)
Reasons for Economic Leakage
Economic leakages are often cited as a primary reason that tourism does not produce the desired
level of economic development in peripheral regions. Tourist destinations that do not promote high
multipliers and levels of linkages will not produce substantial economic development and may even
foster resentment of the industry amongst local residents (Cohen 1982). While revenue that is leaked
makes no impact on the local economy, linkages between the tourism industry and the local economy
are crucial because of the multiplier effect. The multiplier effect refers to how additional rounds of
spending (such as indirect and induced spending) continue to impact the local economy after the
money is initially spent. The absence of linkages leads to a limited impact on the local economy).
Enclavic tourism destinations are frequently cited as having extremely high leakage. In these
destinations, most assets are foreign owned and goods are imported from. Economic exchange
between the locals and the tourists are thus kept to a minimum. In some instances, the resorts have
even banned the tourists from purchasing goods outside the resort (Freitag 1994). To maximize the
economic impact of tourism, it is suggested, the region in question should strive to increase the
amount of connections between tourism and local businesses rather than depend on imported goods
and services (Britton 1982; 1996; Walpole and Goodwin 2000). The reasons for the high leakage in
peripheral tourism destinations are multifaceted. Some of the main proximate reasons are the lack of
capital, local ownership, local employment and inability to link tourism to the local economy. The
ultimate reasons are caused primarily by the nature of peripheral regions because they tend to be
poor, uneducated and unfamiliar with the tourism industry. The cyclical relationship caused by these
factors results in high leakages and leads to a dearth of available capital to invest (Figure 1). In the
following section, we provide a brief review of the proximate factors that can contribute to leakages.
We focus on four main factors, as relevant to this study
Local Ownership and Availability of Capital
Local ownership is crucial to development as the owners of major businesses keep a majority of the
profits. In addition to keeping the businesses’ revenue from becoming leakage, locally owned
enterprises typically reduce leakage by employing more locals and buying more locally produced
goods, creating strong linkages to local industries (Milne 1987; Kontogeorgopoulos 1998).
Local employment
will have a strong effect on decreasing leakages as wages are generally not leaked
the proper education, experience and language skills. to employment that is also seasonal were in
farming
Ability to Link Local Industries to Tourism Rural
areas are typically unable to supply the tourism industry with the goods it needs to sustain itself at a
competitive price. This requires goods to be imported from other areas. Increasing the amount of
locally produced goods is critical to development because of the multiplier effect. However, even in
areas where linkages would appear simple, such as agriculture, they often do not occur, and local
development suffers from high leakages (Belisle 1983; Telfer and Wall 1996; Torres 2003). Table 1
provides a list of factors cited by different authors as contributing to a lack of linkages between
tourism and the local economy. While many authors refer solely to agricultural linkages, their findings
are often applicable to a variety of local industries, including tourism.
