1.1 Identification
The tourism and hospitality sectors have distinct trends that players in the industry must follow. Hospitality implies the provision of service to other people and the demonstration of consistent quality and excellence. There are various trends experienced in the tourism and hospitality sectors. Globalization involves free travel, whereby awareness of tourism and hospitality has increased, leading to increased tourists (Cooper & Hall 2013). Safety and security are other critical trends in the tourism sector. Increased terrorist attacks worldwide have changed tourism dynamics, with tourists being kidnapped, assaulted, or robbed while on their tourist adventures. Another current trend in the contemporary tourism and hospitality sector is diversity, whereby guests and employee populations enable the understanding of diverse cultures. People from different races and religions can interact freely in the current tourism and hospitality sectors (Cooper & Hall 2013). Technology is also a recent trend that helps tourist organizations establish strategic resources for increasing competitiveness. Tourism information has been availed online in current tourism trends. Another crucial trend in the current tourism environment is demographic changes whereby the global population has rapidly in recent years. The price value is also a current trend in the tourism and hospitality sector.
1.2 Analysis of Current Trends
The current trends in the tourism and hospitality sectors have a massive impact on the organizations operating within this sector. The National Restaurant Organization, for instance, is affected by all these trends. NRA was formed in 1919 in the US and represents more than 380,000 hospitality restaurant locations. The organization helps the US tourism industry by providing certification and training of restaurant employees across the country.
Globalization has widely affected the restaurant sector globally, with managers and guests adopting the industry trends. NRA has used the globalization effect to ensure vast arrays of cooking choices and diversification of the US’s restaurant sector. For instance, globalization has enabled the NRA affiliates to obtain ingredients quickly. Before the globalization effect, obtaining some food necessities proceed difficult for restaurants that had to travel across the globe to get these commodities (Jamal & Robinson, 2012). Learning new meals was always difficult without globalization. Shipping would take months for restaurants to get imports for their application in the food sector. Today, restaurants can order the shipment of their ingredients and get them within a few hours. Globalization has also affected food behavior among tourists. Tourists have different perceptions of foods due to globalization, implying that restaurants have to adopt diverse food systems. For instance, globalization has enabled the NRA to understand the food liked by Asian tourists and those desired by the African and European tourists.
Technology is also a key trend that has affected the National Restaurant Association. Restaurants in the US are affected by technology, with advances in technology disrupting the old hospitality trends. Online ordering of commodities enables tourists to order foods from their restaurant rooms (Jamal & Robinson, 2012). Technology also allows restaurants to within the NRA to venture into new recipes with easy. Global flavors can easily be made through adherence to the recipes that are available online.
Demographic changes have also affected the NRA, with the increasing global population implying an increased number of tourists visiting the US. The demographic changes also cover the growing number of retirees who want to spend their retirement years traveling and exploring the world (Jamal & Robinson, 2012). International travel has increased with the changing demographics, leading to increased demand in the restaurant sector. For instance, the National Restaurant Association has to cater for international tourists from the European and Asian continents.
Safety and security have also affected the National Restaurant Association. The US government has formulated several policies that limit travel to and from some terrorist-prevalent regions. These policies have affected the number of tourists traveling to the country. Additionally, strict security measures have been implemented in restaurants to curb the risk of increasing terrorist concerns.
Diversity is also a massive concern for NRA that has to adopt diverse systems for dealing with people from different races, regions, and religions. NRA affiliated restaurants have to established diversified meals to cater to various customers. Service delivery has also increased in the current tourism and hospitality trends (Jamal & Robinson, 2012). Customers have become more empowered, implying that restaurants have to ensure quality and satisfactory customer services. Hotels in the US have invested heavily in the promotion of service quality. Tourists are more valued in the current tourism sector. The customers also value hotels that show respect and high-quality services, thus increasing competitiveness in the tourism and hospitality sectors.
Task 2: Changing Nature of Tourism
2.1: Changes like tourism
The nature of tourism has drastically changed over the years. Some notable changes like tourism are tourism systems, products and markets, and customer behavior. The tourist markets are changing rapidly in recent years (Lennon, 2014). Initially, tourism was based on natural aspects like wildlife and sites, while today, the tourist destinations have shifted to cultural and other contemporary forms of tourism. Tourists are now influenced by factors like political stability, whereby countries like the US and the UK use advisory directives to influence their citizens’ international tourism (Lennon, 2014). Areas with high political instability levels and insecurity are more likely to report low numbers of tourists as governments restrict their citizens from visiting these areas.
Tourism marketing is an area of tourism that has experienced considerable changes in the contemporary world. Tourism marketing strategies have evolved dramatically in recent years, with technology being used to ensure swift and easier marketing (Lennon, 2014). Social media and mass media techniques are used in the contemporary tourism sector to ensure awareness among the international markets.
In the contemporary world, tourism products have also changed, with sports, cities, mountains, and shopping centers being the most popular tourist products in the contemporary world. Tourism in the past years relied heavily on natural wildlife resources. Urban tourism and sports tourism have risen in recent years, with basketball and American Football playing a significant role in shaping the US’s tourist industry (Lennon, 2014). Europe’s tourist industry has changed rapidly, with more visitors to the continent being football fans.
2.2 Issues as a result of changes
The changing nature of tourism has led to the emergence of new trends in the contemporary world. The changes have led to the spread of cultural, political, and economic systems across the globe. The changes in tourists’ behavior, destination, and marketing strategies have resulted in both positive and negative changes in the world.
The behavioral changes among tourists have had positive influences on the environment and the societies that they visit. Tourists were perceived to be unfriendly to the environment due to their littering behaviors in nature (Jamal & Robinson, 2012). Awareness by environmental activists has resulted in reduced pollution. Tourists are now aware of the impending dangers of environmental pollution.
The changing trends in tourism have also led to the emergence of ecotourism, whereby tourists are advised to preserve nature. The ecotourism was introduced in the 1980s and had since then helped preserve communities through empowerment and education processes. The ecosystem has also ensured responsible tourism, whereby tourists value environmental sustainability and personal growth. Tourists now value and respect nature more with changes like tourism.
Tourist marketing has also changed, leading to an increased number of tourists across the globe. Before the era of social and mass media marketing, tourists had limited knowledge of tourist destinations and products to meet. In the contemporary world, tourists are aware of the products they expect at the destinations (Jamal & Robinson, 2012). Marketing has also helped in increasing tourist activities in countries that recorded the lowest number of tourists. Social media marketing has also been used in the fight against poaching and the destruction of the environment.
2.3: Impact on Culture and Society
Tourism involves people’s movement from one location to another; hence, it results in a massive influence on society. Culture and society refer to the ways of life of a specific group of people (Smith & Richards, 2013). Culture also refers to the way people relate, their character, and their customs within a society. Society and culture influence how people behave and different societies have diverse cultural perceptions and believes. The cultural and social impacts of tourism are witnessed in the behavioral patterns, quality of life, and the lifestyle trends within a specific society. Tourism, just like any other business, may result in negative or positive impacts on a community. Several areas within the tourism sector can influence a community.
Tourism leads to the preservation of local cultures; since most tourists travel to see the cultural aspects. Most tourists visiting China aim at witnessing the dynasties that rule the country. The tourists visiting countries like Thailand wish to see food aspects, while those visiting some countries like Iran and Italy are on religious vacation. Due to the nature of tourism that has emerged in the contemporary world, most societies put a massive effort into preserving their cultures (Smith & Richards, 2013). With the financial support obtained from the tourists, various destinations can easily be sustained and maintained. Without tourism, most societies would forgo their cultures since they would become obsolete. People indulging in cultural activities like cooking of traditional foods, the teaching of traditional dances, and other cultural practices can be paid through the funds generated from tourism. The cultural heritage of a community is preserved through tourism. People travel to destinations to witness the cultural heritage, which leads to preserving a community’s heritage.
Tourism also leads to the strengthening of communities. Festivals and events held to attract tourists result in increased numbers of getting employment. Employment creation is an important tourism attribute, as local people can gain employment through the local events organized for tourists to witness (Smith & Richards, 2013). Employment may also be created through employment as tour guides and other positions within the tourism sector. Local businesses can also be improved within a society, with restaurants and hotels increasing their sales with the increasing number of visitors to a country.
The cultural aspects can be commercialized through tourism. The culture was initially a non-economical event that was practiced by people. However, with the emergence of tourism, people can sell their culture (Smith & Richards, 2013). Paintings and carvings relating to a culture can be sold to tourists, making a specific community spread to other parts of the world.
Tourism may also have negative impacts on the culture of a particular community. Through tourism, a society may experience social change, with people changing their ways of life and behaviors. For instance, dressing, foods, and languages can easily be disrupted through tourism. The globalization effect of culture may lead to the destruction of a community’s cultural heritage (Smith & Richards, 2013). Tourists come for different geographic locations, which implies that they can quickly impact the local community’s cultural aspects. The authenticity of a community may also be disrupted by tourism.
Cultural clashes may also result from tourism when people from different societies bring their cultures together. Cultural conflicts result from differences in religion, ethnicity, language, prosperity, and lifestyle. The local communities may have different perceptions of tourism, with the four stages of tourism being witnessed.
The moral values of a society may decrease with tourism. The presence of tourists within a community may lead to an increased rate of crimes. Local people within most tourist destinations perceive tourists as rich people, with cameras and vast amounts of money (Smith & Richards, 2013). Consequently, gangs may arise to rob the terrorists resulting in increased crimes within a region. Gambling activities may also increase due to tourism.
2.4: Postmodern, post-industrial, and post-colonial tourism
Postmodernism is a term used to explain the current era of architecture, criticism, art, philosophy, and developments in life. Postmodernism is understood through the question of values and ideas that relate to society’s innovation and progress (Ikiz, 2019). Postmodern tourism is associated with postmodern tourist behaviors. Tourists in the postmodern era can access tourist products without leaving their homes due to the technological advancements in this era. Tourists in the postmodernism era are also characterized by staying away from mass tourist destinations. Popular culture and traditional cultures are acceptable among postmodernist tourists (Ikiz, 2019). Generally, postmodernism tourism involves the creation of experiences among the various populations. Postmodern tourism emphasizes the diversity of tourists’ motivations, environments, and experiences. Ironic detachment and personal interests are also critical elements of postmodernism tourism.
Post-industrial tourism refers to the tourism era, whereby tourists are interested in making good experiences rather than tourist products. Tourists in the post-industrial era demand customized activities because they have internet; hence demand high efficiency and local identity (Ikiz, 2019). Post-industrial tourists seek good relationships with the inhabitants of a community. The infrastructure and services offered at the tourist destinations are also critical in the post-industrial aspect of tourism.
Post-colonial tourism refers to tourism that is heavily embodied in colonialism. Most countries across the world share colonial similarities. The colonial era was characterized by the colonization of countries by European powers. Tourists in the post-colonial era are more likely to visit areas that share the same colonial heritage (Ikiz, 2019). For instance, British tourists are more likely to visit the US, East African countries. Similarly, people from these regions are more likely to visit their country’s colonial masters.
Task 3: Planning for Tourism Development
3.1 Relationship between tourism culture and society
Tourism is positively related to the cultural and social aspects of society. Tourism has an inherent aspect that seeks authenticity and the desire for new cultural experiences. For instance, cultural tourism enables both the tourists and the local communities to learn the cultures of each other. Initially, culture and tourism were perceived as separate entities, with cultural resources being viewed as cultural heritages (Organization for Economic Cooperation and Development, 2009). Tourism was, on the other hand, viewed as a leisure activity for people from stable backgrounds. People perceived tourism to be an escape from day-to-day activities and relaxation from the daily chores. However, tourists’ perceptions have significantly changed with tourists using the avenue to learn new cultural ways. Increased cultural activity within a society leads to increased levels of tourist visits to the location. With globalization, people continue to use tourism to understand differentiation in cultural norms, values, and practices.
Culture is a tourism product that people travel to witness. Therefore, tourism is integrated into the cultural development of a community to support a society’s quest for sustainable cultural heritage. The synergy between culture and tourism accounts for the increased relationship between the two elements. Consequently, the relationship has led to the development of tourist economies worldwide (Organization for Economic Cooperation and Development, 2009). Cultural tourism can also be used in explaining the relationship between tourism and societies and culture. Cultural tourism results in positive social and economic outcomes within a society. The aspect of culture leads to the preservation of a community’s identity. The image and the historical heritage of a community can only be preserved through tourism.
Tourism enables a society to commodify its culture. The commodification effect refers to the acts of using cultural beliefs, artifacts, and traditions to profit a local community. With the increasing numbers of tourists worldwide, local communities have to sell their cultural heritages to preserve their cultures (Organization for Economic Cooperation and Development, 2009). However, this trend results in both negative and positive effects on a society’s culture. In rural tourism, local communities can develop due to their cultural heritages, with poverty eradicated from these villages. However, commercialization can lead to the loss of a community’s authenticity.
3.2 Emerging trends in international policy towards tourism
Tourism policies are the decision, practices, and set of discourses formulated and implemented by international governments in collaboration with social and private sectors to regulate the tourism sector (Lanfant, Allcock, &Bruner, 2005). Since the terrorist attacks in 2001, the international community changed its dynamics on terrorism, with more strict measures being formulated to regulate the movement of tourists across the globe (Lennon, 2014). International travel policies due to the outbreak of SARS have impacted the tourism sector massively.
Tourist policies are used in integrating the political, social, intellectual, cultural, and economic aspects of a community. Tourism policies are also used in ensuring the increased quality of life that enables good foundations and prosperity within a country (Lennon, 2014). Therefore, tourism policies are used as tools for creating balances between people’s interests within society and those affected by the tourism impact within a country.
The trends in international tourism policies include; security and anti-terrorism measures, environmental sustainability measures, sanctioning of nations, and partnership between various governments to prevent the illegal actions against environmental attributes like wildlife (Lanfant, Allcock, &Bruner, 2005). Without these current trends in internal tourism policies, the tourism sector may face numerous challenges that could lead to its extinction.
The anti-terrorism systems have to be formulated to curb the increasing threat from terrorists. With the US indulgence in international security measures like ensuring security in the Middle East, terrorism and extremist groups have merged posing considerable problems to the national security. In curbing this terrorism issue, the country has to ensure good international policies to protect itself from terrorists (Lanfant, Allcock, &Bruner, 2005). The international community also protects countries from terrorists by formulating policies that ensure the security of member states. For instance, countries are allowed to advise their citizens to avoid specific countries for security concerns. For example, the US nay advises its citizens to avoid traveling to war-stricken areas.
The international policies are also characterized by the increasing trend of upholding environmentally sustainable measures. Littering and plastic material like bags and bottles have been limited in some countries (Lanfant, Allcock, &Bruner, 2005). Tourists contribute hugely to the pollution of natural habitats. With the right measures in place, the world can overcome the challenge of pollution of natural resources. For instance, tourists are in some countries prohibited from carrying their water. Some states have tap water within the natural habitats to prevent poisoning of the environment through pollution. Nature is the leading tourism product; hence preserving it is not an option for countries. Every country has, therefore, adopted several measures for ensuring sustainability and that tourists respect the environment.
Another critical element in international tourism policies anti-poaching regulations that ensure that illegal poachers are prevented from destroying the environment. Most tourists travel to Africa and the Middle East for wildlife tourism (Lanfant, Allcock, &Bruner, 2005). Game reserves attract huge loads of illegal poachers who kill animals for financial gains. Consequently, governments have formulated various policies to prevent such activities. For instance, animal tracking policies enable game wardens to track their animals’ movement, preventing illegal actions like poaching.
3.3 How trend support the plan for tourism development
Tourism development plans aim at increasing the attractiveness and the effectiveness of a tourist destination. Therefore, the trends in international tourism policies are useful in ensuring the tourist development plans achieve success. The trend on the regulation of security, for instance, will ensure that the security of tourists is guaranteed within the destinations. By having security regulations for controlling terrorism, tourists will be free to visit countries that comply with the rules. The tourism development plan will, therefore, be achieved through improved security.
The anti-poaching policy will ensure that the destination has all the animals. The global threat to animals like rhinos, for instance, could derail the plans for developing the tourism sector. By protecting such endangered animals, the international community ensures tourism development within their countries. Environmental sustainability will also ensure that tourist destinations are in good shape, thus leading to increased attractiveness.
Task 4: Plans to manage development problems in tourism projects
4.1 Development issues in the international context
The international tourism sector is faced with various development issues. Poor infrastructure is a critical problem in tourism in most countries. African countries are widely known for their role in shaping wildlife tourism. The extensive forest coverage is equipped with minimal infrastructure for tourists to venture through the reserves. The poor state of roads makes the game reserves unattractive for the tourists (Lanfant, Allcock, &Bruner, 2005). Poor infrastructure also covers the area of an infrastructure whereby hotels and restaurants can rarely meet the desired standards. The poor state of infrastructure makes tourists move to other countries that have high development rates. Poor travel marketing is also a significant development issue in the international tourism sector. International tourism sectors have weak marketing strategies, limiting their competitiveness in the global tourism sector (Lanfant, Allcock, &Bruner, 2005). With good marketing, some countries can highly benefit from tourism as compared to others. Tourists have limited knowledge of the products several countries offer.
Lack of adequate information centers for tourists about tourist destinations is also a significant development issue in international tourism. Information centers are critical areas in attracting tourists to a country. Offices, recognized groups, information desks in hotels and restaurants, and agencies for promoting tourism are limited in the international context. The unavailability of information centers reduces the attractiveness of a country to tourists. Therefore, states must develop information centers where tourists can learn about destinations and products within the state.
Security, peace, and accessibility are also vital concerns that limit the development of the tourism sector. Most regions are faced with the challenge of insurgents, who could attack tourists (Lanfant, Allcock, &Bruner, 2005). Political instability in most areas leads to the rise of terrorist groups, who terrorize tourists visiting their areas. Poor accessibility to a tourist destination may also limit the development plans in tourism.
Inadequate accommodation is also a significant issue facing the development of the international tourism sector. Hotel rooms and service delivery are insufficient in some countries, which reduces the attractiveness of the destination. In solving this issue, governments must invest in the hospitality sector; by encouraging private and public investors to help shape the tourism sector.
Population growth, increased energy usage, water supply, and increased automobile depend also pose a challenge to developing the international context (Lanfant, Allcock, &Bruner, 2005). The growing populations threaten natural habitats, implying a reduction in natural covers. Automobile usage also leads to the pollution of the environment, making animals and other tourist products flee from a region.
4.2 Plans for tourism projects addressing and managing development issues
In planning to overcome the barriers to tourism development, several steps must be followed. The first step in this project is identifying the expected outcomes, which are increased attractiveness and reduction of these barriers. The second step is identifying the team members for the project, which will be followed by determining the target audience, who are the donors, private investors, and government agencies. After the three step-plan, the project then addresses the challenges facing the tourism sector.
The challenge of poor marketing can be solved through collaboration with different stakeholders. The sports industry, aviation, social media, and other international avenues should be used in marketing a country’s tourism products to the international market. Poor infrastructure can be solved through a collaborative effort from the government agencies and private owners. The government can provide credit to private investors to build restaurants near tourist destinations. Security issues can be addressed through the collaborative action of the locals and the government (Lanfant, Allcock, &Bruner, 2005). By deploying security agencies to a tourist destination, the government can ensure safe tourism within a region. Information centers can only be improved through investment in hotel agencies and availing information to tourists. Airports and all the central inlet premises must be used in providing information to tourists. Flyers and tour-guide books must be availed to the tourists as they enter the country.
Task 5: Potential Conflicts and their Mitigation
5.1 Areas of conflict in implementing business strategy
There is numerous area that conflicts the implementation of business strategies. Goal setting is the first conflict area in the implementation of business strategies. Due to the nature of goals being set, different organization members may present varying plans, leading to conflicts. Business strategic goals are complex and broad; hence require vast amounts of resources across various departments and regions to accomplish. In setting and implementing these goals, multiple conflicts may arise due to the set goals (Lipsky & Avgar, 2008). Non-pragmatic and lofty goals within the business strategy may also present various conflicts to the business. The consensus is a critical element in developing the right goals for a business to implement. Conflicts may arise when goals do not adhere to what the members of an organization wanted.
Transparency and understanding of the business strategy may also be an area of conflict during the implementation phase. The implementation process requires transparency and a critical understanding of the set goals. Business leaders who lack transparency may lead to the emergence of conflict among the team members. Wrong interpretations and understanding may also cause conflicts in the implementation of a business strategy. Poor alignment with the aim of the strategy may also result in conflict within the business strategy.
Economic factors like funding of a strategy may also lead to the development of conflicts. Strategies require massive funding for success to be attained. Therefore, inadequate funding of a new strategy may lead to conflict among the involved parties (Lipsky & Avgar, 2008). The lack of good relations between the strategic process and the strategic content could also brew conflicts.
5.2 Mitigation of the implementation conflicts
In mitigating these challenges, businesses have to adhere to several guidelines. Communication is a key element in avoiding conflicts during the implementation of a business strategy. Through effective communication, all the organization members will understand the goals; thus, there will be a common direction towards the organizational strategy. Communication also removes any conflicts arising from misunderstanding and poor interpretation of the set goals. Through communication, conflicts can be solved at the earliest stages, thus preventing further conflicts (Lipsky & Avgar, 2008). Business leaders must communicate and clarify the organizational goals, strategies, and objectives before the implementation process begins. Communication also helps in aligning the strategy’s budget with the objective and goals. All the members of an organization will, therefore, be on the same line during this process.
The mitigation of these conflicts can also be achieved through the development of an implementation plan. The implementation structure prevents conflicts by establishing linkages and coordination mechanisms between the organization’s departments and the units. Responsibilities and authority will, therefore, be prevented, preventing any power conflicts in the implementation process. The implementation structure also helps in setting procedures and plans for implementing the strategy. Key management responsibilities and tasks can be uncovered through the implementation structure.
Implementation-support programs and policies can also be used to ensure the success of the implantation process. Monitoring and tracking systems help in preventing conflicts that could arise due to misunderstandings. Through tracking, conflicts can be identified easily, and immediate solutions established (Lipsky & Avgar, 2008). The support systems also help in building feedback systems for the shared information. Through the support systems, members experiencing challenges can easily share for corrective actions. The support systems and policies also help in establishing performance management systems.
Proper budgeting and resource-allocation process are also critical in helping to solve funding challenges. Various departments must be financed according to their needs in the implantation process. A system of balances and checks monitoring must be maintained to avoid financial crises due to embezzlement (Lipsky & Avgar, 2008). The resources must also be disbursed within the required right timelines. Activities and functions must be discharged accordingly to avoid conflicts in the performance of duties.