TABLE OF CONTENTS
RESEARCH QUESTION 3
INTRODUCTION 3
Client Briefing: Tourism Board of Haiti 3
Background: 4
The Management Research Aim: 5
Research Objectives: 5
RESEARCH DESIGN & METHODOLOGY 6
Research Approach and Methods 6
Data Collection 7
DATA ANALYSIS & FINDINGS 8
Key indicators of Haiti Tourism Sector 8
Table 1: 10
Strategic Branding Destination Model: Success Drivers 13
Figure 1: 14
Data Analysis and Findings from Taiwan Case Study 15
Data Analysis and Findings from MALDIVES Case Study 16
Data Analysis and Findings from Tsunami Recover of Thailand’s Tourism Case Study 18
CONCLUSION & RECOMMENDATIONS 20
Figure 3: 21
Step 5: Marketing mix and Communications Strategies 23
Step 6: Managing customer response and
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The devastating earthquake has not only destroyed the tourism infrastructure, but also shadowed a future of the sector, changed people’s perceptions and demonstrated the destination image as an insecure and anxious. Although having moderate level of infrastructure in the country, Haiti’s tourism is a vital and increasing factor to the economic growth. Travel and tourism industries contributed to 7.4% of GDP and 5.8% of total employment of the country (ibid “USAID”). Improvement of the sector is very crucial for the country and Caribbean regions as tourism sector employs more than 65 thousand of employment in the country as of 2010 (World Travel and Tourism Council, 2010a).
The Management Research Aim:
The main goal of the study is to investigate possible recovery strategies for Haiti by using case studies, tourism development and brand management concepts in reference to destination marketing.
Research Objectives:
To analyze the key indicators of Haiti's tourism industry ex-ante and ex-post earthquake;
To test Strategic Branding Framework if implemented by Taiwan, Maldives and Phuket (Thailand) in the case of natural disasters
To formulate the optimal strategies for Haiti’s tourism sector and give recommendations. RESEARCH DESIGN & METHODOLOGY
Research Approach and Methods
The study investigates recovery strategies by using tourism development and destination brand management concepts with regard to
A brand is a powerful tool, especially in the hotel industry where services are intangible. Many hotels of the 21st century have made branding one of their top most priority with the realisation that hotel branding helps to set them apart from their competitors and create a firm customer base. Branding creates brand recognition, brand preference, increase customer satisfaction and most importantly, customer loyalty.
Sugarcoating the problem of Haiti’s image and tourism industry must be genuine and for that it should be more than nice-looking pictures. It needs to start with getting real ourselves and acknowledging that we have issues that beautiful sceneries and beaches alone won’t change. A prosperous Haiti open for business should also include achieving political stability, rebuilding our infrastructures and raising awareness about the importance of education and by promoting self-reliability to an uneducated population that relies mostly on the diaspora to consume since their own government with zero concern has failed them, grounding NGO’s and “messiah’s” with no regulation using the situation to make profit. Without all these changes tourism, will only be an ideal since a country cannot solely rely on tourism as its primary source of revenue, especially since the
What does the average American really know about the country, Haiti? Is the lifestyle all black magic, spells, and séances? Is this media portrayal of Voodoo the only way of life and what is Voodoo, any way? These questions come to mind when someone wants to know the truth about Haitian culture and life in Haiti. Haitian culture consists of deep rooted religious beliefs, music, and Haitian cuisine.
Moreover during the last decades Dominican Republic knew an exponential growth thanks to the development of their tourism industry and increase in foreign investment. In the meantime, Haiti that was a favorite touristic destination in the sixties and seventies had moved backward and registered poor performance in almost all the development index.
Tourism today is as a distinct field of activity, with a more active presence in social and economic life evolving rhythms of the highest. Generator of profound transformations in social dynamics, tourism has also stated
Furthermore, very few studies have been conducted on measuring the different impacts of the WH brand on tourism. Therefore, the academics urge the need of enhancing the research in these points (king, 2011; Silvanto & Ryan, 2009; Hall and Piggin, 2002; Tisdell and Wilson 2002). In particular, Huang et al. (2012) and Yang et al. (2010) lament that most of these studies are delimited to one single site. Critically, some of the conducted studies have received a criticism based on a flaw in their methodologies (Cellini, 2011; King, 2011). To conclude, the research finds a huge gap on these subjects, and objectively aims at adding a
Another aspect of impact of tourism on a country’s economy is that it facilitates the expansion of the market of goods and services. Foreigners come to a country willing to spend money on different goods and services, thus increasing the amounts of sales. This is a great chance for producers and service providers to receive larger profits. This concerns not only hoteliers, tour operators, and souvenir shops owners. Public transportation, retail stores of different kind, restaurants, and cafes benefit from international tourism. Obviously, if these industries are in demand, businesses will be expanding. On the one hand, it means that more money is paid to the budget. On the other hand, profits generated by the owners are spent inside the country, affecting almost all the fields of the
Tourism is the single most important source of revenue for many countries and it provides a viable alternative to underdeveloped and developing countries in the Caribbean.
The purpose of the following study is to apply the models related to the tourism stages to a chosen destination. The stages of tourism applied in this essay are the Butler and Young’s Tourism Development Models and the resort chosen is the island of Mallorca situated in the Mediterranean Sea, which is the largest of the Balearic Island belonging to Spain and has seen the boom of its tourism activity after the Second World War. Due to its small dimensions and the overall attractiveness of the place with its limited sites to visit, the whole island will be taken under examination in this study. The models applied to the resort define the stages of the tourism activities from its origins to its final decline with an eventual consequent rejuvenation
(Coshall, 2000; Tapachai and Waryszak, 2000). A popular tourist destination like St-Denis cannot afford to ignore branding. St-Denis is in-need of rebranding because a brand can show signs of aging, needing refreshment to keep intact with modern competition. No destination brand can remain fixed and this needs to be recognized when the destination has reached a point when the brand requires refreshment. (Morgan & Prichard,
In such a volatile and complex industry as tourism, marketing research, an integral part of marketing planning process, plays a crucial role in shaping a framework that guides Destination Management Organisations’ (DMOs) decisions, be it public or private. At operational level, market intelligence would help DMOs gain market insights, bridge the gap between tourism products and visitors and potentially explore new markets. Without market data, goal and objectives would be unrealistic thus resulting in inefficient marketing programmes. The report discusses attempts to promote San Juan Islands - an archipelago part of the U.S. state of Washington, through their marketing plan. Drawing on the marketing process proposed by Middleton et al. (2009) and relevant literatures, what emerges from the plan is the lack of market data, lack of measurable objectives and lack of sustainable management practice. As a result, the report recommends a comprehensive marketing research and sustainable management practice.
The Travel and Tourism industry is still one of the largest single businesses in world commerce and its importance is widely recognized. The tourism industry is now one of the largest sectors earning foreign exchange. In the face of many benefits, many countries have started assigning due weight age to the tourism industry in their national development agenda. Tourism is an industry that operates on a massively broad scale: it embraces activities ranging from the smallest sea-side hotel; to air-lines, multi-national hotel chains and major international tour operators. Originally, non-traditional industries such as tourism emerged as a solution to strike a balance between ecology and industry
Critically analyse and evaluate the relationship between tourism and development & illustrate your arguments with practical examples from a variety of destination areas.
Economic Repercussions of Tourism in the Caribbean The tourism industry is one of the largest contributors to the world GDP. It employs millions worldwide and provides a livelihood for nations and individuals alike. Focussing on a more specific economy - the economy of the Caribbean - a similar picture emerges. Much of the population has found employment in industries directly related to tourism and many more have done so in industries indirectly related to tourism.
Over the last decade there have been major changes in tourism development and actions in community tourism and pro-poor tourism have become more common. The