Tuesday, 3 July 2012

The Impact of Social Media Within the Hospitality Industry

Social Media has had a huge impact on every industry across the world and travel is no exception.

The role of social media now plays a key part in the consumers travel experience; from how they research and book their holiday, on-going engagement while they’re travelling to post reviews.

The travel and tourism industry depends heavily on word-of mouth and the spread of opinions – social networks provide the perfect platform to do this. Social networking is one of the most powerful forces driving travel planning today (PhocusWright), failure to adopt could be fatal.

Highlight:
52% of Facebook users said their friend’s photos inspired their holiday choice and travel plans
70% of global consumers say online consumer reviews are the second most trusted form of advertising.


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Friday, 1 June 2012

I love... City branding


The City Branding is a hot topic around the world and this year is especially important for London because of the Olympics. The truth is, however, that the City Branding is not new, it has been practiced for many years and not just for the big cities.

In the words of
Simon Anholt, “All places whether they are countries, cities, states or regions are brands and all have a reputation brand image”.

Every city
, country or region should define their brand strategy to differentiate themselves. It is necessary to communicate the differentiating attributes and socio-cultural values​​. Why?

An effective City
Branding will serve to attract tourists, students, investors, entrepreneurs, cultural and sporting events and all this will help the economic and social growth of the city.

The most imperative part of
this strategy is to convert the identity and uniqueness of the city in a slogan, a logo that is able to create a positive perception the eyes of the target audience.

What is the target audience
? The target audience is not exclusively those who the city wants to attract, but also the citizens themselves. The strategy for the City Branding should be well received and accepted by the citizens of the city itself. Otherwise, without their support, the strategy will fail in the implementation phase, as in any business.
A good strategy will improve citizens’ self-esteem and their identification with the city.

Considering this, one cannot forget the great
importance the Social Media. The success of brand imaging becomes obvious when viral marketing begins to be undertaken by the citizens themselves - proud to share their identity with the world through social media platforms - and followed by the rest of the target audience.

Finally
, it is not enough to just create City Branding and let it run.
This strategy, as
is the case with all strategies, must be monitored and controlled to correct the any mistakes and deviations.

The
City Branding must be continuously updated. Humans evolve, societies evolve, so too should the city brand.


Friday, 25 May 2012

Summit to think about... Has tourism on Everest peaked?

The recent revelation of the number of permits to climb Mount Everest (Chomolungma) this spring, an increase of 28% on last year’s allocation, made me think about the classic question: how do you prevent tourists destroying the very place that attracted them in the first place?

While it took 30 years for the first 150 climbers to reach the summit of Everest, this was exceeded in a single day in May 2010, with 169 climbers making the top, and with them come the problems associated with increased accessibility to the world’s highest mountain.

Its growing reputation as “the world’s highest garbage site” describes what is arguably the most notorious issue; litter from the hundreds of people leaving oxygen tanks, food packaging and tents in their wake. But this is not the only problem affecting the sustainability of ecotourism on Everest, which is part of Sagarmatha National Park UNESCO World Heritage Site.

Successful management of ecotourism is defined as creating a relationship between people, resources and tourism, in which each can contribute positively to the other.

In terms of socio-economic benefits, the permit alone, which allows entry to the Everest area from the south via Nepal, costs between $10,000 and $25,000 per person. There are approximately 2,500 Sherpa people living within the national park, who rely on tourism to make their living and whose cultural heritage is also valued under the park’s UNESCO World Heritage status. Reducing visitor numbers would compromise their livelihoods, but is it right that they should continue to endanger their lives for the increasing number of less experienced climbers attempting to conquer the mountain?

A recent article in The Guardian also brought up concerns over the “overcrowding” of Everest. Every May, several hundred inspired people will try for the summit in one of the weather windows, resulting in dangerous bottlenecks packed with climbers, the reality of which was sadly demonstrated by the death of four climbers in May, raising the question: has the mountain become too accessible?

We are often told to “take only photographs and leave only footprints”, but is that actually one of the problems here? Besides the rubbish left behind by climbers, the degradation caused by increased footfall is also evident, threatening biodiversity as well as the aesthetic value of this area of “stunning natural beauty”, as described by Sir Chris Bonington.

Where to draw the line? Balancing tourism and conservation.

Not everyone believes huge numbers of visitors will be detrimental to Everest: “Unquestionably Nepal wants the money and locals want the money - they want people to come” (George Martin, EverestNews.com). Indeed, small scale tourism elsewhere has been found to be inappropriate or unsustainable socio-culturally in the wrong circumstances. For example in the Tufi region of Papua New Guinea, inter-clan balance was disrupted when one clan began to profit materially from the operation of traditional-style guest houses. Conflicts intensified further when well-meaning foreign agencies provided the operators with motor boats and other aid. In contrast, large scale tourism may in some circumstances prove sustainable. Some of the major European tour operators, for example, successfully endeavor to ensure that their clients do not contribute to negative socio-cultural and environmental impacts in the destinations that they visit.

Carrying capacities can be raised through appropriate management and some believe that the best strategies are those which concentrate large numbers of visitors in a small area. In South Africa’s Kruger National Park, for example, the 700,000 annual visitors are restricted almost entirely to just 4% of the land. Although limiting visitor numbers by permit undoubtedly prevents wide-spread degradation, concentrated visitation to the prime sites used in ecotourism often still results in an unacceptable level of degradation. The absence of adequate environmental assessments and site audits can lead to “self-destructive ecotourism”.

“The assessment of a particular tourist product as good or bad does not depend on scale, but rather on the effectiveness of the management practices that are applied to the circumstances of each individual destination”
(Weaver, 2001)