Nalysis of options and recommendations for action.

task 3: Analysis of Options and Recommendations for Action
The owner is pleased with your presentation and the research you carried out, so has asked you to carry out research which will be used to give advice about how the travel agency could improve


You should produce an individual written report for the last part of your investigation. Remember to reference (cite) all facts and statistics on the same page.

Carry out appropriate research and write an individual report in which you:
i § Analyse how travel and tourism businesses could respond to change.
i § Develop strategies on how selected travel and tourism businesses could respond to change.
i § Justify strategies for how selected travel and tourism businesses could respond to change.
i § Analyse the impacts of issues and trends that drive change in the travel and tourism sector.
i § Discuss the likely consequences of businesses failing to respond to market changes.

Your report should be structured as follows:
a. What are the problems? Analysis of potential impacts of the trends and issues (including those previously analysed) on the travel agency, using SWOT and PESTLE analyses. A good analysis builds on what you have learnt from your research for tasks 1 and 2. An excellent analysis reaches justified conclusions, based on good data interpretation and evaluation.
b. What could be done to improve? Proposal analysing a range of strategies that the travel agency could develop to respond to the changes it is facing. These strategies should include both product improvement/innovation and marketing improvements. A good report proposes strategies that logically flow on from the SWOT and PESTLE analyses. An excellent proposal develops ideas in a coherent and innovative way.
c. What should be done to improve? Recommendation of which of the proposed strategies you think the travel agency business should adopt. Good recommendations are justified and logically flow on from the previous section. Excellent recommendations are prioritised and consider the positive impacts for the travel agency of following the given recommendations.
d. What might happen if there are no improvements? Discussion of what you expect might happen to the travel agency if your recommendations are not followed, considering aspects such as customer perceptions, sales and profitability. A good discussion of consequences is in reasonable detail. An excellent discussion considers the implications in-depth.
e. Conclusion summarising the main points of your report. A good conclusion makes effective judgements. An excellent conclusion evaluates the results of your investigation in relation to the future profitability of the travel agency.
f. Evaluation of your learning from undertaking the whole assignment. A good evaluation considers strengths, weaknesses and areas for improvement in your approach to both the group and individual parts of this assignment. An excellent evaluation includes deep reflective thinking on the limitations of your research process for this assignment.
g. Bibliography of all sources used for the whole assignment in the Harvard Referencing Format. Good bibliographies show use of at least ten sources. Excellent bibliographies include high quality valid information sources.
Sources of information Cooper, C. & Hall, C.M. (2013) Contemporary Tourism. Oxford: Goodfellow Publishers Ltd, Visit Britain (excellent source of information and statistics) et al. (1998) Tourism Principles and Practice. Harlow: Pearson. (chapters 14-19)
Edexcel (2011) BTEC Level 4 HNC and Level 5 HND in Travel and Tourism Management Study Guide. Harlow: Pearson (chapter 6)
Hall, C. M. (2008) Tourism Planning. Harlow: Prentice Hall.
Holloway, J. C. (2002) The Business of Tourism. Harlow: Prentice Hall.
Lickorish, L. J. & Jenkins, C. L. (1997) An Introduction to Tourism. Oxford: Butterworth Heinemann.
Page, S. J. (2011) Tourism Management: An Introduction. Abingdon: Routledge. (chapter 12)
Swarbrooke, J. (1999) Sustainable Tourism Management. Oxford: CABI.
Swarbrooke, J. & Horner, S. (1999) Consumer Behaviour in Tourism. Oxford: Butterworth Heinemann.
Williams, A. (2002) Understanding the Hospitality Consumer. Oxford: Butterworth Heinemann.

Websites
Government Statistics (including about tourism) uk
Visit England londonandpartners.com

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