Importance of Destination Management in Tourism
With reference to the theories and practice of competitive destination management strategy developed throughout the module, compare and contrast the ways in which specific successful destinations have created a position of competitive advantage.
Definition of destination management
Destination management has become an important element in the tourism industry in the case of achieving the compatibility for the long term (Beritelli, Bieger and Laesser 2014). The term destination management indicates the implementation and formulation of goals and objectives of a company or business sector. These practices depend on both external and internal environment in which the organization is competing (Campelo et al. 2014). Hence, this can be said that through the practice of destination management the organization gets the chance to develop the effective strategy, which will be helping in the case of improving the overall performance of a business organization or an industry. In this case, the study has highlighted the tourist destination named Singapore.
Importance of Destination management in Tourism
The importance of destination management in the tourism industry is to get the competitive advantage in the international tourism industry by developing the appropriate strategy (Mariani, Di Felice and Mura 2016). The destination management practices are being used in the case of managing the operations in the tourism industry. This can be clearly said that in the case of bringing the tourist place development destination management can play an important role to achieve the goals and objectives. Therefore, this can be said that the role of destination management in the tourism industry is to provide the efficient connectivity, accommodation and safety to the visitors. In the tourism industry, destination management is very important because, by adopting proper destination management the industry will be able to develop set of attraction (Hristov and Ramkissoon 2016). Services and activities for grabbing the attention of the visitors. Hence, this can be said that through this process, the visitors will gather good experiences from the destination.
Current trends
As stated by Hristov and Ramkissoon (2016), if the current trend of the tourism industry is being analysed, it will be identified that in the current situation. The tourism industry has the higher level of contribution to the economy. Due to the changing socio-economic condition, availability of the visitors in the tourist places has increased. On the other hand, the tourism industry has brought various options for the people to get employed. Last year the growth rate increased 4.5% in the global tourism industry (Mariani et al. 2014).
Current trends
Purpose of the assignment
In this study, the popular tourist destination named Singapore has been highlighted. In this study, the importance of destination management has been mentioned in the context of the tourism industry. In this study, this has been mentioned that if the strategic management is being practiced in the proper manner, this plays an important role for sustaining the industry has a higher level of impact on the business industry. Through adopting proper strategic management in an organization, the organization gets the chance to develop the proper business plan which will increase its productivity (Pabel and Prideaux 2016). Depending on the market analysis thee destination management theories and models have been introduced, which can play an important role in developing industry. On the other hand, the current issues which have created various problems in order to manage the Singapore tourist destination in an effective way have discussed. At the end of the study, it has provided important recommendations, which will be helping the tourist sector to deal with its challenges those are affecting its business revenue.
Successful Destination
Singapore is a popular tourist destination in South East Asia. With its rich culture and beautiful scenic beauty, Singapore has established its strong image on visitors’ mind (Henderson 2016). This has been identified that Singapore is a city where the diversified culture and traditional events, people get attracted towards it. On the other hand, it has been identified that, art, music and painting have become the great attraction in this city. The city named Singapore is also famous for its architecture, which is the perfect example of its history (Stb.gov.sg, 2018). The two colonial era has been transformed in its architecture. If the nightlife of this city is being analysed, it will be identified that the city never sleeps. Electronic dance music festival is one of the popular events in Singapore, which plays an important role in attracting the young visitors. On the other hand, this has also been identified that for grabbing the attention of visitors, the tourism industry in Singapore has also developed various places, which are popular for family holidays. Different adventurous trips have been introduced for the people who love the adventurous trips. The natural scenic beauty of this city grabs the attention of the visitors. Hence, this can be said that Singapore can be considered as one of the attractive tourist places in the international tourism industry (Stb.gov.sg, 2018).
Purpose of the assignment
Using the Butler DLC for understanding the position of the destination
In order to understand the destination management, in the year 1980, Butler developed the DLC model (Johnsen 2015). This model includes six stages of destination. Those stages are exploration, investment, development, consolidation, stagnation and decline stage. In the case of exploration stage, the adventurous people are being attracted by the destination. In the case of involvement stage, the number of visitors increases. Here the tourist organizations bring the changes in the destination and introduce this to the world through marketing in the case of the development stage, different initiatives are being taken by the organizations for making the destination more attractive to the visitors. Consolidation is the stage, where the major portion of the local economy is being influenced by the visitors. Here both the increase and decline of availability of visitors are being visible. Stagnation is the stage, where the availability of visitors gets increased. However, in this situation, most of the visitors have already visited the destination and customer base decreases. The decline shows the negative impact on the destination. In this situation the availability of the visitors decreases. After analysing the butler DLC model, this can be said that Singapore can be placed in the Stagnation stage.
The strategy adopted by the destination industry
In the case of Singapore tourism industry, this can be said that in order to enhance its business, the industry has adopted strong marketing strategy. The industry has set its strategic goals, which are very important in the case of dealing with the challenges (Medhekar 2017). In order to increase the business profitability, the Singapore tourism industry has researched on the market for identifying the areas, where it needs to bring the development. As Singapore has the strong economic background, therefore, the government has taken various initiatives in order to bring the changes in the tourist spots in Singapore (Lim and Zhu 2017). The government has invested the large amount for modifying the tourist spots. Depending on the tourist spots various hotel organizations have developed their business. By introducing different advertisements and campaigns, the industry has aware people about the beauty of Singapore. By increasing the tourist attraction in this place, the different business sectors have been developed in this country. Through this process, the Singapore tourism industry has got the chance to attract a large number of worldwide customers. Not only the tourist places, but also for grabbing the attention of the visitors, luxurious accommodation is being provided by the hotel industry, which is involved in the tourism sector. On the other hand, Singapore tourism industry has invested the large amount in the promoting its services in different countries in the world (Henderson 2016). By dealing with the tour agencies, it has developed its business. It has been identified in this study that the government of Singapore has taken various initiatives for increasing its market share. By monitoring the industry trends, it has appointed a large number of employees. For providing better service training and development programs have been introduced. It has been identified in this study that the Singapore government has invested near about $14.4 billion in the tourism sector (Smith and Ong 2015).
Body
Evaluate the mission
After analysing the study, this can be said that the mission of the Singapore tourism industry is to maintain its availability of customers in the business industry. Depending on this industry, various business sectors have been developed. Therefore, the mission of this industry is to increase the business revenue 5 % within the coming 3years. On the other hand, it has also aimed to provide training to the employees to provide better service to the customers. The government of Singapore has also taken various initiatives for developing the tourist spots for grabbing the attention of a large number of customers. By providing the effective marketing plans, the Singapore tourism industry wants to establish its strong position in the global market (Ganguli and Ebrahim 2017).
Not so successful destination
In the current business scenario, Maldives has become one of the popular tourist destination (Hosterman and Smith 2015). This can be said that tourism is the latest industry in the Maldives. In the current situation, it has become a source of attraction for many visitors. In the year 1972, the tourism industry has developed in the current tourism industry. In the same year, the tourism industry has flourished itself. In the initial stage, the industry was developed with only two resorts. From the report of 2016, this can be said that it has developed near about 105 resorts (Zubair, Bowen and Altinay 2015).
Why are they not successful?
From a recent report, it has been identified that the tourism industry has faced various challenges in the case of dealing with its workers. It has been identified that near about 25000 workers have faced the issue regarding its poor wages (Hassan and Basit 2015). This has impacted on the living standard of the people. It has also been identified in this study that climatic disturbance is one of the major issues in this tourism industry. This has started damaging its coral reefs and beach. The government has not taken any initiatives in order to deal with the situation. This can be said that lack of proper management, the tourism industry is suffering. On the other hand, it has also been identified in this study that the electricity is another important barriers for Maldives tourism industry (Cowburn et al. 2018).
Use of Butler PLC for understanding the position of the destination
In order to describe the current situation, the study has focused on the Butler PLC, which helps to describe the marketing planning tool through the product lifecycle. Product development is considered as the modern idea in the current business industry. By showing the sale growth the PLC result helps to analyse the substantial profit improvement and rapid market acceptance. This can be said that in the maturity stage, the products and services provided by the organization are being accepted by the customers, but the sales revenue decreases. Therefore, in this situation, the rate of profitability decreases and competition in the market increases. The last stage discusses the declining sales. Here the demands of the customers get changed. In the PLC model, Maldives can be located in the growth stage (Suhartanto and Triyuni 2016).
Successful Destination
Evaluate strategies they adopt
After facing various issues regarding its coral reef and beach erosion, the government has taken various initiatives in order to deal with the situation. It has been identified that the new government of Maldives has developed geoengineering projects to fight with the issue (Hassan and Basit 2015). Here it has also been determined that rising sea level is another problem in the Maldives. Therefore, for providing the safe atmosphere to the people, the government has moved the population in safe place. As the tourism industry is developing slowly, therefore, the government has invested for providing the safe atmosphere to the visitors. To maintain the natural beauty, the government of Maldives has started different conservation programs. To increase its popularity in the global market. The various marketing plan has been adopted by the authority. Through social media, the industry has tried to show its beauty to the visitors.
Evaluate their vision
If the vision of Maldives tourism industry is being analysed, it will be identified that the industry wants to maintain the sustainable tourism development in the Maldives. By bringing the development in the tourism industry, the country wants to develop its economic condition (Pulido-Fernández, Andrades-Caldito and Sánchez-Rivero 2015). By developing the tourism industry, it wants to bring the changes in its cultural resource and natural environment. On another hand, bringing the employment opportunities is another vision of the Maldives tourism industry.
Quality management
This can be said that Singapore is considered as the second most visited city in Asia. This has been identified in this study that in the year 2016, the largest amount was spent by the visitors in this city. Last year, the availability of visitors were 13.22 million (Medhekar 2017). These people have spent near about US$15.7 billion in this country. In the year 2017 the city has attracted 17.4 million international tourists (Oliveira and Panyik 2015). In order to get the attention of the customers, the Singaporean government has taken various initiatives. A large amount has been invested a large amount in maintaining its environmental beauty. The tourist spots of the country have been modified. This has also been identified that for maintaining its quality of service, various training and development programs have been introduced by the industry. With the increasing rate of visitors, luxury accommodation facilities have been introduced. Depending on the living standard and economic condition, facilities with various ranges have been introduced. Visitors’ safety is very important in the tourism industry (Suhartanto and Triyuni 2016). Therefore, the Singaporean government has taken various initiatives for managing the safe atmosphere in this country. In this study, it has been identified that the destination management is being practiced in a proper manner in this country. It plays an important role in sustaining the industry and highly of impacts on the business industry (Smith and Ong 2015). Through adopting proper destination management practices in the industry, the government gets the chance to develop the proper business plan which will increase its productivity.
Using the Butler DLC for understanding the position of the destination
Branding
Branding is an important element in every business organization (Pabel and Prideaux 2016). Through marketing the business industry or organization gets the chance to increase its popularity in the market. Therefore this can be said that marketing is the only way by following which the relationship between customers and employers can be developed. If the marketing practices of Singapore tourism industry is being analysed, it will be identified that the industry has started its destination marketing through social media. With its help, the industry has become popular to the global visitors. Through marketing various discount offers have been introduced for attracting the customers. Celebrity endorsement and advertising have done by the tourism industry (Yang and Wang 2015). Providing different facilities such as premium service, tour guide, tour map and efficient transport facilities, the attention of the customers is being grabbed by the industry (Kim et al. 2017). On the other hand, relationship with visitors is very important in order to develop the business revenue. Therefore, efficient executives have been appointed for dealing with the visitors and provide them satisfactory answers.
After analysing the branding strategy of the Singapore industry, this can be said that it will be more effective if the organization will focus on starting its marketing strategy by telling a short story of Singapore. This will be more effective in the case of grabbing the attention of the visitors. On the other hand, it needs to focus on targeting the right fans. The marketing strategy should be based on the demands and needs of the target customers. In the current situation, people have become dependent on the internet. Therefore, through attractive promotions and facilities visitors can be attracted towards the city.
In this study, it has been identified that the Singapore tourism industry is developing at the fastest rate. Therefore, it needs to focus on its branding strategies. It has faced the challenges due to increasing rate of competitors in the market. In order to compete in the global tourism industry, it needs to focus on bringing the uniqueness in it. It has also been identified that Singapore is very expensive, which is the big barrier for many foreign customers. As its result, the target segment of the industry is getting decreased. For managing this situation, the study has suggested that if the industry focuses on providing different ranges of services, this will be possible for the many tourists to visit this country. On the other hand, proper destination management practices need to be adopted. If the industry focuses on providing better training to its employees, this will help it in achieving its goals and objectives.
The strategy adopted by the destination industry
Destination management helps the implementation and formulation of goals and objectives of a company or business sector (Todd, Leask and Fyall 2015). These practices depend on both external and internal environment in which the organization is competing. Hence, this can be said that through adopting these practices the Singapore tourism industry will get the chance to develop the effective strategy, which will be helping in the case of improving the overall performance of the industry in the near future (Pulido-Fernández, Andrades-Caldito and Sánchez-Rivero 2015).
Conclusion
In this study, it has been identified that the proper destination management is very important in developing effective strategies for increasing the business revenue. On the other hand, this can be said that through adopting the proper branding strategy, the large number of customers are being attracted. It has been identified that in order to increase the availability of visitors, the Singaporean government has taken various in initiatives. However it has been identified that due to increasing cost, this has become very difficult to provide the effective facilities to the visitors. On the other hand, it has also identified in this study that due to some political reasons. These have increased the challenges for the government to implement the destination management strategies. After analysing the entire study, it has been analysed that if the modern techniques are being introduced in the industry, it will be helping in the case of introducing the effective marketing strategy. On the other hand, by improving the performance quality of the employees, the better service can be provided.
Reference list
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