NHÓM 06: The Travel and Tourism Management system

1. Microenvironment and Macroenvironment?

1.1. What is the Microenvironment?

- The micro-environment is like a closely-knit ecosystem that directly affects the

daily operations and decision-making of a business.
- Micro environment (also known as micro business environment -
Microenvironment) is the operating environment of a business at a specific
level, including factors that the business can partly or partially control.
completely. It directly affects operational processes, performance and accuracy
of strategic decisions.
- The micro environment includes internal and external factors that businesses
face during their daily operations. Internal factors include organizational
structure, corporate culture, human resources, business strategy,
products/services. External factors include customers, competitors, suppliers,
legal policies, economics, society, technology and cultural environment.

1.2.The micro environment affects the tourism economy:

- Analyzing the micro-environment that affects the business activities of

the tourism industry, examining two factors for selling light The
direction of the breast is: hunger, competition and tourists
- Analyzing and accurately evaluating these factors helps the tourism
industry recognize the risks and potential risks. industry's development
direction.

Directly Indirect
 The micro environment has a direct
impact on business performance. For
example, if customer demand
increases, businesses will have the
opportunity to increase revenue and
profits. On the contrary, if new
competitors appear, businesses may
lose market share and profits.
This is also the basis for building a
business strategy. Analyzing the micro
environment helps businesses
understand the factors that affect their
business operations. From there, know
how to build a suitable business
strategy and achieve business goals.

1.3. What is Macroenviroment?

A macro environment refers to the set of conditions that exist in the economy as a
whole, rather than in a particular sector or region. In general, the macro environment
includes trends in the gross domestic product (GDP), inflation, employment, spending,
and monetary and fiscal policy. The macro-environment is closely linked to the
general business cycle as opposed to the performance of an individual business sector.

KEY TAKEAWAYS

● The macro-environment refers to the broader condition of an economy as

opposed to specific markets.
● The macro-environment can be affected by GDP, fiscal policy, monetary
policy, inflation, employment rates, and consumer spending.
● The state of the macro environment affects business decisions on things such as
spending, borrowing, and investing.

1.4. The macro environment affects the tourism economy

Government policies, laws, political stability and the investment environment can
affect business activities. Changes in tax policy, trade regulations and intellectual
property rights can create new opportunities or negatively impact businesses.

Or a change in social views, consumer habits, cultural trends and values can affect the
needs and access of businesses to the market. Businesses need to shape a business
strategy to match the requirements and expectations of customers and society.

Directly Indirect

● Economic: The economic ● Human resource: Quality of

situation has a great impact on
the demand and spending
capacity of consumers. As the
economy develops, the demand
and spending capacity of
consumers increase, creating
favorable conditions for
businesses to develop. On the
contrary, when the economy is
in recession, consumer demand
and spending capacity decrease,
causing difficulties for
businesses.
● Government policies: Factors
such as taxes, fees, interest rates,
exchange rates, etc. can
positively or negatively affect
human resources, labor costs,...
These factors can affect the
production and business costs of
the enterprise.
● Environment: Regulations on
environmental protection,
friendliness to nature or
customer buying trends can
affect the production and
business costs of enterprises.
● Competition: The number and
size of competitors,... affect the
competitiveness of the business
 business activities of enterprises.
● Political: The stable political
situation creates favorable
conditions for businesses to
develop. On the contrary, the
unstable political situation can
make it difficult for businesses.
● Social: Customs, lifestyle,
culture, etc. can affect the needs
and behavior of consumers,
businesses need to grasp to
adjust the sales strategy
accordingly.
● Technology: The development
of technology can create new
opportunities for businesses, but
can also create new challenges.
Businesses need to catch up
with new technology trends in a
timely manner so as not to lag
behind competitors.

2. Selecting target markets and developing targeting strategies

2.1. Defining target market in tourism.
It is very obvious that a company can only select the segment whom they can
satisfy so they evaluate the segments. Thus, evaluating and selecting some market
segments can be said as market targeting.
A tourism target market is also defined as a set of buyers sharing common
needs/characteristics that the company decides to serve (Kotler, 2012)
 After having evaluated and identified the tourism market segments the travel
company selects one or more segments and develops products, marketing mixes like
price, promotional efforts, people etc and distribution network accordingly.
Let us see with an example
If we select a segment based on the Demographic segmentation (Life stage
segmentation) For example if soon to be married couples segmentation are evaluated
and selected for the product like wedding tourism. The travel companies will develop
a wedding tourism product/package like heritage hotels in Rajasthan, beach resorts in
Goa or a historical place in Italy. Thev will develop suitable marketing mixes like
pricing suitable for the segment, promotional efforts like advertising on internet
marketing especially the social networking sites or matrimony sites, trained people to
handle the event and the best distribution network suited for the wedding tourism.
2.2. Importance of target market in tourism
Targeting market leads to enhance the marketing strategies related to product
development, promotional activities, branding and positioning and customer loyalty.
We will see the importance of target market with an example. If Madhya Pradesh
tourism has selected a segment Allocentrics who wants to travel for exploring the
ancient painting and art of India.
2.2.1. Developing new tourism products
If any travel company or destination marketing organisations (DMO’S) targets
a market it becomes very easy for them to develop a new product that will satisfy the
needs and wants. Considering the above example marketers can develop new
products/packages of Bhimbetka caves having ancient cave painting or they can extent
the same package by including Maharashtra state having Ajanta caves painting. More
creative ideas can be developed taking into consideration the likes and wants of the
targeted market.
2.2.2. Develop appropriate branding
Target marketing helps the travel companies and DMO,S to develop
appropriate and competitive brands. Brands having large and varied market does not
reach the customers but if a particular segment is targeted the marketers can easily
reach them. The slogans will resonate to the targeted customers more deeply and
personally if a specific market is targeted. Considering the above example Madhya
Pradesh tourism or the travel companies can develop slogans and brands related to
ancient art which will directly resonate to the target market easily.
2.2.3. Enhance promotional activities
Target marketing helps to choose an appropriate communication medium
among the marketers and targeted market for advertising the products. It also helps in
enhancing public relation to the selected segment with ease. Considering the above
example the Allocentric segment interested in ancient art of India can be reached
through internet marketing especially social media where we can easily see the art
lovers groups or pages. Public relation can be easily developed with the art lovers who
could be artists, art professors, art students etc.
2.2.4. Customer loyalty
If the specific needs and wants of the target market are identified and the
services are satisfactory, it is likely that these customers will be to be more loyal
towards your brand. If they are more loyal they will continue to cater your services for
a longer period of time. In the above example the art lovers will remain loyal
customers to the travel companies and will definitely buy the upcoming new products.
2.2.5. Improved services
Target marketing helps to know and understand the customers more intimately.
You can find ways to enhance or improve your offerings and features which attracts
the targeted segment can be changed accordingly. In the above example the target
market is interested in ancient painting and is also inclined towards acknowledging the
ancient sculptures or are interested in visiting a museum having a storage of ancient
art. In this case the interesting things can be added. Thus we can see that there is a lot
of scope for enhancing the services of the customers according to the targeted market.
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2.3.Definition of strategy building in tourism.

 Strategy can be defined as “the determination of the basic long-term goals and
objectives of an enterprise, and the adoption of courses of action and the allocation of
resources necessary for carrying out these goals” (Campbell et al., 2012, p.12, taken
from Chandler, 1962). Accordingly, strategic planning can be explained as “the
process of developing approaches to reach a defined objective” (Axson, 2010, p.25).

2.4. How to create a target market strategy.

After the systematic segmentation of the market, the marketers must focus on
the appropriate market whom they can sell the products and who will respond
positively to their marketing strategies. In the target market selection process
following points must be considered: Evaluation of the segment and Selection of the
segment.

2.4.1. Evaluation of the segment:

● It is essential for the organisation to evaluate the potential of segment on the

basis of future profit gains.
● Evaluation has to be done on the basis of the available financial resources with
the organisation.
● Evaluation of the segment has to be done on the basis of efforts needed by the
organisation to market the selected segment effectively.
● Evaluation has to be done on the basis of exploring the segments which are
very contemporary and will not face much competition in future.

2.4.2. Selection of the segment:

- After evaluating the different market segment, the organisation should decide
on selecting the most appropriate segment. Since the competition is high it is essential
for the marketers to search new ways of targeting the customers. Let us see how
toselect a market segment.

- Single segment concentration: Here the marketer selects a single segment. For
example if the organisation has chosen a segment on the basis of demography (age)
only for the z generation for adventure tours in Himachal Pradesh. The positive thing
of selecting this single target market may lead to advantage like high sales as all the
marketing efforts are put on the single segment and improving the product to match
the preferences of the customers. The negative thing on the other hand is if the z
generation stops patronizing the product the organisation has to face the loss.

- Selective specialization: This is a process in which the organisation focuses

on few market segment and concentrates on fulfilling their needs. If the organisation
has chosen more segments on the basis of demography (age) for X generation, Y
generation and z generation for adventure tours in Himachal Pradesh. Here even if
anyone target market becomes unattractive the organisation can concentrate on the
other so as curb the risk of loss.

- Product specialization: Here the company develops and specializes in a single

product for different segments. If the organisation has single product in adventure
sports i.e. white water rafting and has chosen more segments on the basis of
demography (age) for X generation, Y generation and Z generation for adventure tours
in Himachal Pradesh. The company here will gain substantial reputation and profits as
well. But if the competitor selects the same product i.e. white water rafting with more
advance technology the company’s product may get replaced completely leading to
loss.

- Market specialisation: Unlike product specialisation, market specialisation

involves concentrating on the different needs of the consumer group. If the consumers
group wants only white water rafting as an adventure sport the organisation will
concentrate on developing only this product. But if the preferences of the groups
changes for some reasons then the company will be in loss as it has utilized maximum
time in just developing the product for the specific market instead to developing a few
more products.

- Full market coverage: Here the company targets the full market rather than the
specific ones. Here no segment is left untargeted. For example if the organisation has
developed adventure tourism product i.e white water rafting it selects all the segment
based on the demography, Psychology, geography behavior etc.

2.5. Approaches For Target Market

Marketers have to develop approaches for target market which will ensure them
profit. The approaches which should be taken into consideration are the market
growth, competitive intensity, market access, segment profitability and the marketing
mix strategy.

2.5.1. Market Growth

- To check out the market growth of the segment to be targeted the company
has to do market research. For example if ministry of tourism has opted for geographic
segmentation for developing Buddhist tourism in India. For this it has selected Japan
as a target market. Firstly a research has to be done on the infrastructure India has for
Japanese tourists e.g. Japanese food or Japanese speaking tourist guides etc .Secondly
the brand image perceived and the intension to travel must also be studied. Thirdly
research on the statistics of the people who follow Buddhism religion in Japan must
also be done. Moreover their paying capacity will also be useful to predetermine the
success of the segment selected.

2.5.2. Competitive Intensity

- Considering the same example above, India tourism must evaluate the
competitive intensity to market Buddhist tourism destinations for the Japanese tourist
as there are many competitors having similar Buddhist sites like India. For example if
India has world Heritage sites of Ajanta and Ellora caves depicting Buddhist religion
in the form of fresco paintings, China too has Dunhuang caves depicting similar cave
paintings. Therefore competitive intensity related to developing uniqueness in the
Buddhist tourism products and services and brand image needs to be evaluated which
targeting the market.
 2.5.3. Market Access

- Cost of reaching the market is often the deciding factor for the segment we
have chosen to target. Considering again the same example above it is very important
to see how accessible it is for the Japanese tourists to reach the Buddhist tourism sites
in India. India being a big country in terms of size, proper communication through
proper channels must be done relating to the airlines, roadways and other
transportation to the Japanese tourist.

2.5.4. Segment Profitability

- This step is crucial as everything revolves around the socio-economic and

multiplier economic impact of tourism. For example if we have selected Germany as a
target market segment for medical tourism in India it is very important for India
tourism to check the paying capacity of the German tourists and the overall economic
impact we can gain. Another example is Adventure tourism in India. It is important for
ministry of tourism to select target markets on the basis of Income or economic status
for adventure tourism activities as it is a costly product.

2.5.5. Marketing Mix Strategy

- Lastly target market and positioning strategies must include all aspects of the
marketing mix like Product, Price, Promotion and Place, Protection. If any of the
marketing mixes is not matched with identified segments it can lead to a complete
economic loss. Let us see this with an example of wild life tourism. If India has
selected any European country as a target market for wild life tourism products,
emphasis must be given on

+ Product development according to the Germans like infrastructure .

+ Pricing can be more as the paying capacity of Germans is high.

- Promotional strategies especially the online advertisements on social media

and websites must be developed according to the brands identified by them. Public
relation which is an integral part of promotion has to be done among the stakeholders
like travel agents, tour operators, hoteliers, airlines and government tourism offices.
Lastly Protection relating to sustainable product development considering the
environmental protection must be done. For this strategies like green branding must be
adopted.

3. Targeting strategies

3.1.State the concept of targeting strategies

● The selection of potential customers to whom a business wishes to sell

products or services. The targeting strategy involves segmenting the market,
choosing which segments of the market are appropriate, and determining the
products that will be offered in each segment.

3.2.Understanding the audience

● Identify your different audiences:

- Internal audiences: Employees, managers, executives, stakeholders.
- External audiences: Customers, clients, partners, competitors, the
general public.
● Gather data and insights:
- Quantitative data: Demographics, usage statistics, surveys, polls.
- Qualitative data: Interviews, focus groups, social media listening,
customer feedback.
● Analyze the data:
- Identify trends, patterns, and common pain points.
- Segment your audience into groups with similar characteristics or
needs.
● Develop audience personas:
- Create fictional archetypes representing key audience segments.
- Include demographics, interests, values, needs, and decision-making
process.
● Use your understanding:
- Develop targeted communication and marketing campaigns.
- Design features and services that meet audience needs.
- Personalize interactions and experiences.

3.3.Define Your Target Segments

● Identify relevant segmentation bases
 - Demographics: Age, income, family size, nationality, etc.
- Psychographics: Interests, values, travel motivations, personality traits,
etc.
- Behavioral: Booking habits, travel frequency, destination preferences,
spending patterns, etc.
- Geographic: Region, country, city, rural/urban preferences, etc.

● Conduct market research

- Analyze industry reports, travel trends, competitor strategies, and
customer reviews.
- Utilize surveys, focus groups, and social media listening to gather
insights.
- Segment your customer base based on chosen bases, considering
market size, accessibility, and profitability.

● Develop detailed profiles

- For each segment, create profiles outlining key characteristics, needs,
expectations, pain points, and travel decision-making process.
- Leverage data analytics to personalize profiles, using booking history,
loyalty programs, and website interactions.

3.4.Choose Your Targeting Channel

● Social media: Powerful for brand awareness, engagement, and

influencer marketing. Platforms like Instagram are great for visually
driven destinations, while Facebook offers targeted advertising options.
Consider the demographics and interests of each platform's users.
● Search engines: Utilize paid search (PPC) for targeted advertising
based on specific keywords and travel intent. Organic search
optimization (SEO) helps rank your website organically for relevant
travel searches.
● Email marketing: Effective for personalized communication,
promotions, and building customer relationships. Segment your email
list based on interests and preferences for targeted campaigns.
 ● Travel blogs and websites: Partner with relevant travel blogs and
websites to reach niche audiences interested in specific destinations or
travel styles.
● Mobile apps: Consider developing your own app or leveraging existing
travel apps with targeted advertising options. Apps are particularly
useful for engaging users on the go.
● Offline channels: Don't neglect traditional channels like print
publications, travel trade shows, and partnerships with travel agents,
especially for targeting specific demographics or regions.

4.
4. Environment analysis
4.1. Factors affecting the travel and tourism management system
4.1.1. Internal
• Each business needs to evaluate its strengths and weaknesses periodically.
• Management or an outside consultant reviews the business’s marketing,
financial, manufacturing, and organizational competencies.
• Each factor is rated as to whether it is a major strength, minor strength, neutral
factor, minor weakness, or major weakness.
• A company with strong marketing capability would probably show up with
the ten marketing factors all rated as major strengths.
• Sometimes a business does poorly not because its department lacks the
required strengths, but because employees do not work together as a team.
- in some hospitality companies, salespeople are viewed as overpaid
playboys & playgirls who produce business by practically giving it away
to customers
- salespeople often view those in operations as incompetent dolts who
consistently foul up their orders and provide poor customer service
• It is critically important to assess interdepartmental working relationships as
part of the internal environmental audit.
4.1.2.External
• A business unit must monitor forces that will affect its ability to earn profits in
the marketplace
- macroenvironmental forces (demographic-economic, technological,
political-legal, and social-cultural)
- microenvironmental forces (customers, competitors, distribution
channels, and supplies)
• For each trend or development, management needs to identify the implied
opportunities and threats.
• The terrorist attacks on September 11, 2001 brought sudden awareness to the
hospitality/tourism industry of the impact such events can have on travel.
 • The emergence of China, India, and Eastern Europe as new industrial and
political powers is seriously affecting hospitality/tourism in unforeseen ways.
- high quality health care combined with low cost in countries such as
India has created a new segment of tourism known as medical tourism
• In today’s rapidly changing environment, external environmental threats and
opportunities have taken on new importance in strategic planning.

4.2. SWOT analysis:

★ Identify Internal Influences - Strengths and Weaknesses

Strengths (S):

Strengths are internal attributes that are intrinsic to your business, and you have
control over them. They represent the positive aspects of your organisation that
provide you with an advantage. When considering strengths for your tourism business,
think about attributes such as:

● Unique Selling Points: What sets your tourism business apart? It could be your
location, the experiences you offer, or your exceptional customer service.
● Quality of Service: Assess the level of service you provide. Do you have a
strong reputation for delivering exceptional experiences to your guests?
● Loyal Customer Base: Consider the number of repeat customers. A strong base
of loyal guests is a significant strength.
● Resource Availability: What resources do you have, both tangible and
intangible, that contribute to your success?
● Expertise and Skills: Evaluate the skills and expertise of your team, which can
be a vital strength.

Weaknesses (W):

Weaknesses are internal aspects that can hinder your business's success.
 These factors represent limitations or areas that need improvement within your
organisation. As you identify weaknesses in your tourism business, think about
elements such as:

● Budget Constraints: If your tourism business operates with a limited marketing

or operational budget, it can affect your reach and competitiveness.
● Seasonal Demand: Assess whether your business faces significant fluctuations
in demand due to seasonality.
● Infrastructure Limitations: Consider any limitations or maintenance issues
related to your physical facilities.
● Staffing Challenges: Are there any issues related to staffing, such as
understaffing during peak seasons?
● Outdated Technology: Outdated technology, including your website or
reservation systems, can be a weakness in today's digital age.
★Identify External Influences - Opportunities and Threats

Opportunities (O):

Opportunities are external factors beyond your tourism business control but can be
favourable for your business. These factors exist outside your business and can create
opportunities for growth and success. When identifying opportunities, consider aspects
such as:

● Market Trends: Identify emerging trends in the tourism industry, such as eco-
tourism or experiential travel.
● Collaboration: Look for opportunities to collaborate with local businesses,
attractions, regional, state and national tourism industry bodies or online travel
agencies (OTAs).
● Digital Marketing: Explore the potential of leveraging digital marketing and
online booking platforms.
● Government Incentives: Investigate any government grants or incentives related
to tourism.
 ● Diversification: Can you diversify your product or services, such as adding
adventure packages or event hosting, to tap into new customer segments?
● Local Events and Festivals: Capitalise on local events and festivals to boost
bookings during peak seasons.

Threats (T):

Threats are external factors that can pose potential risks or challenges to your
business. These factors, like opportunities, are beyond your immediate control but can
impact your business negatively. When identifying threats to your tourism business,
think about elements such as:

● Competition: Recognise the competitive landscape in your area or niche. New

businesses and established competitors can affect your market share.
● Economic Downturns: Economic fluctuations can impact discretionary
spending on travel and tourism, affecting your business.
● Weather-Dependent Tourism: Poor weather can be a significant threat if your
business relies on favourable weather conditions.
● Regulatory Changes: Be aware of potential changes in local or national
regulations that might affect your business, such as zoning laws or safety
standards.
● Online Reputation: Negative online reviews, social media backlash, or
customer complaints can harm your business's reputation and deter potential
guests.
● Natural Disasters: Unpredictable natural disasters, such as storms, earthquakes,
or wildfires, can disrupt travel plans and affect tourism in your area
● Environmental Factors: Increasing awareness of environmental sustainability
and concerns about the ecological impact of tourism.
● Global Pandemics: The outbreak of global pandemics, like the COVID-19
pandemic, can lead to travel restrictions, reduced tourism demand, and
concerns about health and safety.

NGUỒN: SWOT
 4.3. Environment analysis:

PESTLE Analysis of The Tourism Industry

Tourism has seen a boom in recent times. This has a lot to do with the rising economic
capabilities of the middle class. Human behavior has also changed towards being more
extravagant through traveling. But there are many factors that affect the tourism
industry globally and there are threats to it as well. Tourism is one of the primary
aspects that promote intercultural harmony. This is also a strong addition to any
country’s economy.

In this article, we present an analysis of the political, economic, social, technological,

legal, and environmental factors that affect the tourism industry. This analysis will
allow you to better understand the future of this industry and the aspects that it needs
to deal with on an immediate basis.

1.Political Factors Affecting Tourism Industry

Friendly Borders

Most of the governments across the world have their borders open for citizens of other
countries. Tourists can visit most of the world if they can afford it, and this has really
provided a major boost to the tourism industry. Certain countries don’t even require a
visa to travel to them, allowing for an even further tourist-friendly atmosphere.

Political Stability

Countries that are under civil wars or oppressive regimes are often tourist unfriendly.
But thanks to the political stability across the world people are able to visit those
countries and increase the tourist economies.

Government Regulations
Certain governments allow for pro-tourist regulations, such as paying for objects
purchased in a foreign country or visa fee waiver, etc. Such regulations also provide
an additional boost to the tourist psyche and economic capability as well.

2.Economic Factors Affecting Tourism Industry

Rising Income Level

As the global economy grows, the income levels of those who were previously unable
to afford international tourism are now able to do so. Since living expenses are
growing slower than purchase power, people are able to afford luxuries such as
tourism. Such economic growth is expected to remain and the tourism industry will
only be provided with benefits from it.

Better Economic Models

Companies such as Uber and AirBnB are changing the way people travel. They have
presented economic models that are more consumer-friendly, and thus is making
tourism more accessible to people. Businesses on such a model are known as sharing
economies. We expect further use of such economies in the future.

3.Social Factors Affecting Tourism Industry

Trend Aspect

Tourism has become a trend for the younger generation, and social media has a lot to
do with this. While tourism was most considered as a form of wanderlust or bonding
experience, it is now a means to express social class and purchasing power through
social media. This factor produces a peer pressure that has recently provided a boost
towards the tourism industry.

Interracial Harmony

The world has become more racially conscious and this has helped people from rather
marginal cultures to be able to travel more freely. There are still areas where certain
races are looked down upon but as governments modernize, more of the world will
become accessible to such races.

Cultural Inquisitiveness

People are becoming more aware of other cultures in the world and thus they want to
visit those places and experience those cultures as well. People in India are learning
Spanish and traveling to South America and people in Russia and learning Chinese to
travel to China. This form of knowledge-growth-oriented inclination towards traveling
was not common for the middle class in previous eras.

4.Technological Factors Affecting Tourism Industry

Development in the Transport System

The transport industry has received a major upgrade in recent times due to the new and
improved forms of transport services. More airplanes are now available for consumers
to access. Moreover, there are also cheaper options available which provide further
access to middle-class travelers. Airports have also become more advanced and air
tickets can be purchased in a click.

Availability of Information

People can now get to know about places across the world through their smart devices.
Travel blogs help people get the information to make the necessary journey which
they otherwise wouldn’t be able to make. Technology is helping people get from one
place to another with as much ease as possible. This has really improved the
conditions of the tourism industry.

5.Legal Factors Affecting Tourism Industry

Easies to Access Visa

Gaining a Visa was a time consuming and lengthy legal process. But now applying for
and receiving a Visa is accessible to almost everyone around the world. And since
most of the world borders are open to tourists, governments readily provide tourist
Visas since it boosts the economy as well. Other legal processes concerning tourism
have also become more hassle-free for consumers to take advantage of.

Tourist Loans

Many banks now provide loans for tourism purposes. These loans are highly helpful to
the everyday person in being able to tour internationally.

6.Environmental Factors Affecting Tourism Industry

Climate Change Crisis

The rising tourism levels across the world have also led to a massive increment in
pollution levels from airplanes, ships, and other vehicles. Many climate change
activists are supporting the concept of reduction in tourism to deal with the issue. The
transportation industry is currently under heavy fire from critiques regarding usage of
options that heavily pollute the environment.

Tourists Cause Further Pollution

Humans are a negligent lot, and they tend to carry their litter with them wherever they
go. Pollution caused by the rise in tourism is destroying many beaches and coral reefs.
As the number of tourists across the world increases governments are expected to take
up strict action to regulate pollution levels caused by humans visiting tourist spots.

7.Conclusion Pestle Analysis of the Tourism Industry

So, these are the primary pestle analysis factors that are affecting the tourism industry
as a whole. It is absolutely clear that this industry will grow in the recent future due to
the various economic, technological, and political advantages. However, pollution is a
major factor that has to be dealt with for this industry to become more ethical.

NGUỒN: https://www.marketingtutor.net/pestle-analysis-of-the-tourism-industry/
#Political-Factors-Affecting-Tourism-Industry

5. Strategic and tactical planning

 5.1. Strategic planning process

We see the keys to successful strategic tourism planning include:

- Buy-in and consensus, from the wide range of public and private sector
stakeholders that will be needed for successful strategy execution.
- Detailed action plans that clearly define timelines, responsibilities, and
the human and financial resources that will be required for plan
implementation.
- A focus on demand-driven solutions. While policy frameworks, training,
and infrastructure development are all important components of a
comprehensive tourism development plan, increased demand is the
primary and ultimately the only sustainable driver of more frequent and
affordable airlift, product diversification, and improved service delivery.

There is no economic organization that does not need strategy, because

strategies have the sole purpose of ensuring businesses find and gain a sustainable
advantage over their competitors. A strategy, when planned, has two important tasks
and these two tasks are closely related to each other: Strategy formation and strategy
implementation. These two tasks are concretized through four distinct stages, which
are:

1. Prepare

Three critical steps must be accomplished prior to developing a strategic plan:

• Visioning

• Assessment

• The development and implementation of a planning process.

In each of these areas, you will need to review and build on what is already in
place—vision and mission statements, agency‐ and/or state ‐wide assessments, and
input from ongoing groups of internal and external stakeholders already engaged in
planning.
 2. Plan

To develop the plan, you must establish priorities by considering the needs,
strengths, and resources of your organization. Three key questions must be answered:

• What do we want to accomplish?

• What will we do to get there?

• How will we know if we are making progress?

Once you have a draft document, circulate it for input, revise and finalize.

3. Implement

The following steps ensure that plans are used to guide the work of the
organization:

• Communicating or "marketing" the plan

• Managing the implementation of the plan

• Supervising the actual work

• Monitoring and reporting progress on the plan

4. Review/Revise

This stage starts the cycle over again, allowing the plan to be continuously
updated. This will keep it current and meaningful to the organization. On an ongoing
basis the organization should:

• Conduct assessments of its performance by gathering and analyzing

information

• Convene the planning group to review performance and reassess goals,

outcomes, strategies, and action steps and to make recommendations for
changes

• Revise the plan.

 To the extent that the plan is updated, it will stay current and meaningful to the
organization.