A marketing plan is a written, short-term (tactical) marketing plan, for a period of two or fewer years into the future (Morrison, 2003). Customer's perceptions of hospitality and travel services can also be easily influenced. According to Morrison, customers use perceptual screens or filters, also known as selective exposure, to screen out the majority of the stimuli to which they are exposed. Only small portions of information from messages are retained. Customers twist information based on their perceptual biases to match their own pictures of the world. Finally, customers, through selective retention, hold on longer to information that supports their predispositions, beliefs, and attitudes.
Tourism planning combines many different elements, such as making sure that vacation and travel destinations are sustainable and attractive. According to one agency, too often tourism planning looks at a narrow range of factors when it is evident that all aspects of municipal and regional planning influence the overall success sustainability of the destination (Unescap.org, 2005). Unlike the decades of the past, current travelers have more concerns to worry about when traveling, such as personal safety and security. As indicated by the disappearance over the summer of a high school girl, safety risks can affect a nation's tourism for the worst. News that a country is not safe for travelers can lead to a noticeable decline in tourism. After acts of terrorism, increased security measures as recently established at airports and borders can assist in making travelers feel safe. In recent years, tourist satisfaction has depended largely on safety and security issues, as foreigners will not travel to places in which they have heard negative reports about.
Tourism planning also includes the development of training and continuing education programs in order to enhance business and professional skills. There are also several tourism planning trends that will continue to change, changing the role of tourism on an international level. For example, cultural and natural environments continue to attract growing numbers of visitors as mass tourism continues to increase. Additionally, technological advances in many areas including transportation, information systems and communications are revolutionizing business practices. As the number of wealthy tourists increases, so does the number of elderly tourists that have retired. Other possible trends may include new vacation spots, and new locales for spring and winter breaks. Finally, places of historical significance will remain as family and educational-based places of traveling interest.
Tourism also has several other economic and social impacts; one discussed at length is the relationship between poverty and tourism. This is the result of a unanimous belief that tourism can be effectively used to address the problems of poverty. In poor countries, tourism can contribute to economic growth, and can also have social, environmental, and cultural benefits and costs. It can provide employment opportunities by diversifying and increasing income, thereby reducing the vulnerability of the poor. An important advantage of tourism in a poor community is that it depends not only on financial, productive and human capital but also on national and cultural capital which are often assets possessed by the poor. Additionally, tourism thrives on diversity, drawing from a large resource base which increases the scope for wider participation (Unescap.org, 2005).
For example, the WTO has made a commitment to contribute to the United Nations Millennium Development Goals through a new initiative to develop sustainable tourism as a force for poverty elimination. Implemented in 2003, this program encourages sustainable tourism with a view to alleviating poverty.
Other economic and social benefits of tourism is that it can create...
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