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Sustainable Tourism Assignment On Innovation Strategies


Task: You need to complete a research report, investigating the feasibility of an innovation strategy for the example case presented above. As part of this feasibility report you will need to:
• Identify and account for internal and external environmental factors facing the organisation.
• Identify three (3) opportunities and associated strategies to innovate.
• Critically evaluate one (1) of these opportunities and strategies and develop a plan for its implementation.
• Develop a process to review and monitor the progress of this innovation strategy.
In completing the research report, you are required to do the following:
• Explain the importance of environmental factors in shaping business innovations – specifically those which apply to the organisation described in the case study.
• Assess and evaluate potential opportunities for business innovation the organisation in the case study can exploit.
• Develop a plan and review system to implement and control the chosen business innovation strategies the case study organisation would like to employ.
• Write a 2500-word research report following the suggested structure/criteria provided below.
• On completion, submit the assessment in a single Microsoft Word document via the Assessment 5 Upload link on the Canvas system.


Executive Summary
This report on sustainable tourism assignment presents the innovative business strategies deployed by a SME organization that is resort managed by Mrs. Cowley. The analysis of the internal and external forces led to analysis of the best possible strategy implementation. Various perspectives such as tourist empathy, sustainable consumption of resources had been comprehensively discussed. The requirements for a flourishing business have been suggested with various successful measures for immediate application. Three different strategies have been recommended followed by one of the most critical one. The study provided in the sustainable tourism assignment concludes with the contemporary concept of sustainable tourism which suggests for success of an enterprise based on the premise of motivated employees.

Sustainable tourism is a three-pronged concept which is based on socio-cultural, economic and ecological processes. Organization is a function of the tasks to be performed. The populace that occupies various designations is structured in a format where allocated tasks, duties and responsibilities are executed with goals and targets of market acquisition and customer satisfaction. A business enterprise faces two edged forces that is, internal and external forces of change. The internal factors of the organization namely type of employment, remuneration, educational qualifications, rules and policies in consonance with the external environment.

Need for organization to consider their external environment
Any organization needs to survive in the exponential growing and supportive environment of the country. To successfully thrive any business would need aids of external environment such as the government policies, customers’ acceptance, authority’s approval, ethical employees, etc. not all external factors are favorable at all times. For instance, supportive government policies will not entail a positive impact if climate and w­­­eather turn up to be either draught or flood. A conscious effort is required to sustain positive climate, which is being cautious not to pollute and maintain it green.

It is evident in the present scenario of sustainable tourism assignment that changes in government policies affect financial equilibrium of the firm and of the customers. Due to competitors, customers might change their preferences. A customer always needs more options to select from. Thus, it is clear on this sustainable tourism assignment that for one customer pricing strategy may have a higher priority and for others visiting an exotic place may be a higher concern.

The cultures of the country, its economic conditions, rate of inflation and unemployment all make a huge impact on the business catering to recreational facilities. Recreation is a leisure time which is scheduled either after complete exhaustion of work or adopted after health purposes for mental, emotional and spiritual wellbeing.

Change in the strategies of competitors enforces change in the product portfolio and likewise marketing practices. Font and Hindley (2016) reacted to the apprehensions of climate change and its impact on business. Most of the businesses still are dependent on the climate change cycle for their profitable viability. Any change in climate implies decreasing profit for some and increase for others. The external force of climate change implies increase in the financial fortune for some. An increase in temperature means more business to Coca-Cola and PepsiCo and likewise more business to hill stations. This is because of human tendency to always make themselves comfortable sneaking into their past. Thus, the psyche of escapism from the problem leads them to hunt for options of being comfortable with more known that is where they match their experience and perceptions more with the reality.

What are the main factors presented in the sustainable tourism assignment affecting the organization?
Internal environment of an organization is in the form of culture, employees’ behavior, policies and rules of the organization. Culture of an organization is dependent on the background of employees. The vision and mission of the organizational leaders makes an impact on the length and breadth of experience of employees and shareholders.

Policies and practices of the organization as a resort should be rewarding for those employees who ensure minimum wastage of resources and contribute in waste management practices. Not collaboration but ownership is the key to a successful business enterprise. Entrepreneurship is exactly what the organizations of today require. Considering business process reengineering and making positive changes happen is essential for managing and reducing wastage of resources. Further the culture of saving on usage of products requires training by other employees in a small to medium enterprise set up. Establishment of such environment friendly practices shall help in conservation and respect of the minimal resources available to the firms.

The sustainable tourism assignment examines the words of Babakhani, Ritchie and Dolnicar (2017) who mentioned psychological reasons for holidays. The social tourism and sustainable tourism have been distinctly remarked with socio-psychological reasons of benefits of physical well-being and mental recreation. The fact of enriching environment presented in this piece of sustainable tourism assignment is known to have a huge boost since the practice of the concept of leisure farming which got popularized through sustainable tourism. The interest and ease of the concept of sustainable development conjoined with tourism helps the countries earn foreign exchanges.

Inns are more popular in areas where such scenic beauty is yet to be much known. Small retailers and wage earners try to explore and experiment such opportunities for mainstream and extra income (Borden, Coles, and Shaw, 2017). Small and medium enterprises while trying to match the city standards the town people try hard to make their guests comfortable right from learning the language to the meal pattern and such recipes so as to serve their customers. While those interested in the entertainment zones try to bring out the best they can though their pet animals and such tricks of mockery. 

Font Elgammal and Lamond, (2017) pioneered the concept of green hushing that is the creation of the green aspects of tourism business. For making business green with huge amount of wealth it is essential to create resources. It is also specified in this piece of sustainable tourism assignment that green practices such as walking down instead of travelling through personal vehicles can aid a long way into making environment green. Better rainfall as a measure can be a result of improved green climate measures.

Hardeman, Font and Nawijn (2017) claimed in the sustainable tourism assignment on pro-viability of environment friendly practices. Sustainable consumption and proactive environment friendly practices shall ensure more green pastures. The paradox of consumer perception and consumption against their intentions decides upon maintenance of resources. The equilibrium between the available resources and those which can be put to varied uses between present and future is a difficult puzzle to be solved. The balance sheet of environment is hard to be equalized with carbon consumption through various modes increased and green practices suspended for the purposes of money building and wealth accumulation.

Huang, Cheng, Chuang and Kuo, (2016) highlighted in this sustainable tourism assignment that tourists into the roles of farmers. This is because when guests come to vis­­­­­­­­it a remote area as a resort located in the scenic pleasures of waterfalls and riverbeds anyone may feel calm and at peace but the ones who are otherwise working cannot relax for long. A feeling of achievement for them is when they learn something new. Knowledge and training can be a few of the everlasting rewards for them. Also, if they see seeds germinate in real that all what they would have witnessed through books and internet, this experience may become most unforgettable for them.

Karlsson and Dolnicar, (2016) touched upon the concept of responsible tourism where the guests are more sympathetic for the resort and the local citizens. The self-proclaimed marketing and commitment for environment will exert a group of influence on all those present and shall mark secure future for them.

Gosling, (2016) mentioned that tourism is based on technology. The inventions can be read as necessary interventions into achieving environmental goals. The concept of ground reality provided in the sustainable tourism assignment introduced dovetailed in the ‘honest marketing’ support shall enrich the organization with the much-needed customer recognition and appreciation of making real changes happen. The zone of environmental influence makes the guests who yearn for lap of Mother Nature as most admirable.

Tourism is a way to nurture culture and treasure heritage (Gregory, et. al., 2017). The preservation of country cultural landscape requires commitment from the local residents and the government which supports both financial preparations and advantages. The government in order to secure additional currency advantages

The opinion of Knezevic, et. al. in regards to the scenario of sustainable tourism assignment mentioned about reluctance to the use of same towels. Hygiene is a concern and priority to all. It is an asset in the hospitality sector to upkeep maintenance of facilities in a way that helps the brand earn extra incentives for popularization of its services. Sustainable marketing begins with the organization appreciating the culture on saving environment and resources which are non-renewable. Water and air support life but if once contaminated is almost impossible to restore.

Scott, Gosling, Halls and Peters, 2016 thought of a way to decarbonize global economies for ensuring sustainable tourism. It is essential for the world to have more green measures in their kits to economize on pollution and actively increase efforts for a universal green revolution. Suggesting addition of plantation of saplings and tree grafting it becomes pertinent to save trees for global pandemic of climate change and warming. An appeal for all to collaborate and cooperate for green drives is essential to put off the disastrous effects of global warming.

As per the readings of Wymer and Polonsky (2015), it is also noted in the sustainable tourism assignment that green marketing as a solution to aid in sustainable tourism. Urban cities are loaded with the packaged material discarded every time after use of every single product. Whether a small chocolate or packaged food ready to eat market and the war of branded semi processed or cooked and served food in Styrofoam cups and plates generates plastic waste polluting the environment.

The words of Xavier and Scott, 2017 considered in the present scenario of sustainable tourism assignment mentioned the challenges and paradoxes of tourism and how marketing can help rescue from the problem. Every problem has a solution if thought well. Marketing brings creative solution to all the problems which seem impossible to solve such as change in the consumer mindset. If various options as bullock cart for sightseeing than cars etc. are implemented by the government to help local people earn and the government to benefit in term of currency exchange and as global popularity. The beaches and waterfalls and such rivers offer iconic beauty but the popularity of such exotic places for tourism spot is sometimes not much appreciated by the state patriots. The economic conditions of such places lead to cooperation for sharing of such resources.

Three Opportunities and strategies of innovation
As per the investigation conducted on the case of sustainable tourism assignment, innovative strategies are essential for business to continue to thrive with better economics and finances. The resort if has a provision of n number of rooms and even if one remains vacant anytime interprets lack of profit for the firm. The practice of optimum utilization of resources at all times is popularly known as the concept of ‘yield management’ in the books of operations management.

Folk dance & cultural voyage program
Folk dance of a particular geographical area is most significant for the guest to connect with the culture of the place. Musical instruments and dance in the regional dress of the dancers and performers. In this sustainable tourism assignment, this is part of an in-depth cultural trip which involves local shopping, sight-seeing, micro-level involvement with the local culture, and local culinary delights among others.

Farming camps program
Organizing farming camps where the customer can visit and experience life of a farmer can be additionally productive way of involving the customer to the nature and helping them to know and learn the tools and diligence behind the life of a farmer. The readings outlined in the sustainable tourism assignment signify that this strategy has a twin advantage. Not only will they be able to appreciate the reality more but this will also help in digital detoxification as well as learning and practicing the concept of sustainable farming.

Educational trips
Further organizing educational trips for learning of sustainable tourism can make it a lucrative location for the students to visit and learn about the sustainable practices that can help them in future with a view to live life with resources and not money.

Most favorable option in-depth
Folk dance & cultural voyage program: This is part of an in-depth cultural trip discussed in the sustainable tourism assignment which involves folk dance, local shopping, sight-seeing, micro-level observation of the local culture, having to get to try local culinary delights among others.

It starts with folk dance of a particular geographical area is most significant for the guest to connect with the culture of the place. Musical instruments and dance in the regional dress of the dancers and performers. Showcase of local performances helps the guests to register differences and appreciate different style of entertainment.

Also, food fair serving local multi cuisines will be an immediate hit among all. Delicacies are special delights often being the connecting nodal for everyone to connect at the meal time. Recipes which are most popular from a certain region become the most appreciated and talk of the town once the guest reaches safely back to his abode. The herbs and spices which are from a particular place offer a distinct flavor and aroma. Not only has this but the presentation of the food in the platter made significant difference. These intangible benefits outlined herein sustainable tourism assignment become a major part of memory and reckon people to visit again. Apparels offering local designs for photo and video shoot: Those who come to enjoy scenic beauty find it irresistible for local shopping. An idea of delving deep into the insights of the cultural heritage can be highly interesting and a route of linking the visitor guests to enjoy beyond scenic beauty will aid to build memories. Apparels with designs that communicate culture and heritage shall act as a memoir. The pictures shot will help to popularize through the videos and pictures when posted on social media platform where the viewers and friends of the guests shall have updated information of where to plan their vacations.

To instill in the minds of customers the use of resources with conservation and the deployment of reduction in usage with harnessing of the resources before disposal at least putting it into one more use. This is an innovative drive that can help the locale of the resort enrich its think tank for the sustainability drive. One of the sustainable development goals mentioned in this sustainable tourism assignment was to secure reduction in poverty and hunger at the world level which requires a socialistic point of view. Those guests who submit their idea and their idea when gets approved from the concerned quality check wing approved will be eligible for loyalty points that they can redeem at their next stay.

Process to review and monitor the progress of this innovation strategy
A general innovation strategy undergoes through following a process of ideation, conceptualization and feasibility of solution implementation followed by market testing. A similar process would be adopted here too. Tourists and guests will be asked for the inconveniences and probable solutions, the feasibility of the solutions will be checked upon followed by a person or team allocation for the application of the idea. The findings obtained in the sustainable tourism assignment illustrates that in service sector infrastructure is of service personnel and their creative thinking thus a test of marketing of the idea will prove beneficial. Further a check on quality of services is crucial. Thus, a quality circle will be constituted to oversee the quality of idea execution because a few good performances will only make the resort famous. Mrs. Cowley would have to be a manager and a leader both into ensuring consistent quality of results.

The present research on sustainable tourism assignment had projected a steady progress on the process of achieving sustainable tourism goals by the resort’s managers. Vacations are planned holidays for customers but if there is no itinerary plans or the actual delivery of services does not match with the promised provision of services that may disrepute the firm. Also, it is essential for the organizations to think out of the box and innovate to entice and serve customers well. With the constitutional practices of democracy where every customer has the choice to move anywhere it becomes pertinent for the organizational managers to arrest drifting of customers to other competitors. It is also noted in this section of sustainable tourism assignment that destinations have varied shades of sustainability which consumerism and hedonism needs to take into account.­­ Decision making and purchase decision of services in most industries is a ­­sign of business and customer expectations frame to the organizational leaders. It is essential to be vigilant into making business strategies where SME businesses have huge potential for profit earning and market capture. All what a flourishing business needs is innovative strategies and motivated employees to put them in action for screening competitive advantage for firms.­

Babakhani, N., Ritchie, B. W., & Dolnicar, S., ‘Improving carbon offsetting appeals in online airplane ticket purchasing: Testing new messages, and using new test methods’, sustainable tourism assignment (2017), pp. 1–15, Journal of Sustainable Tourism, doi:10.1080/09669582.2016.1257013.

Borden, D.S., Coles, T., & Shaw, G., ‘Social marketing, sustainable tourism and small/medium size tourism enterprises: Challenges and opportunities for changing guest behaviour’, (2017), Journal of Sustainable Tourism. doi:10.1080/09669582.2016 1270952

Font, X., Elgammal, I., & Lamond, I., ‘Greenhushing: The deliberate under communicating of sustainability practices by tourism businesses’, (2017), Journal of Sustainable Tourism. doi:10.1080/09669582.2016.1158829

Font, X., & Hindley, A. ‘Understanding tourists’ reactance to the threat of a loss of freedom to travel due to climate change: A new alternative approach to encouraging nuanced behavioural change’ (2016), 25(1), 26–42, Journal of Sustainable Tourism

Gosling, S., ‘Tourism, information technologies and sustainability: An exploratory review’, (2016), pp. 1-18, Journal of Sustainable Tourism, doi:10.1080/09669582.2015.1122017

Gregory-Smith, D., Wells, V. K., Manika, D., & McElroy, D. J., ‘A realist evaluation of an environmental social marketing intervention in cultural heritage tourism’, (2017), sustainable tourism assignment Journal of Sustainable Tourism doi:10.1080/09669582.2017.1288732

Hardeman, G., Font, X., & Nawijn, J., ‘The power of persuasive communication to influence sustainable holiday choices: Appealing to self-benefits and norms’ (2017), 59, 484–493, Tourism Management

Huang, M. C.-J., Cheng, Y.-H., Chuang, S.-C., & Kuo, K.-S., ‘Farming makes tourists more environmentally conservative’, (2016), 61, 242–244, Annals of Tourism Research

Karlsson, L., & Dolnicar, S., ‘Does eco certification sell tourism services? Evidence from a quasi-experimental observation study in Iceland’, (2016), 24(5), 694–714 Journal of Sustainable Tourism

Knezevic Cvelbar, L., Gr€un, B., & Dolnicar, S., ‘Which hotel guest segments reuse towels? Selling sustainable tourism services through target marketing’, (2017), 1–14, Journal of Sustainable Tourism,. doi:10.1080/09669582.2016.1206553

Scott, D., G€ossling, S., Hall, C. M., & Peeters, P., ‘Can tourism be part of the decarbonized global economy? The costs and risks of alternate carbon reduction policy pathways’, (2016), 24(1), 52–72, Journal of Sustainable Tourism

Wymer, W., & Polonsky, M. J., ‘The limitations and potentialities of green marketing’, (2015), 27(3), 239–262, Journal of Nonprofit & Public Sector Marketing

Xavier Font & Scott McCabe, ‘Sustainability and marketing in tourism: its contexts, paradoxes, approaches, challenges and potential’, (2017), 25:7, 869-883, sustainable tourism assignment Journal of Sustainable Tourism, DOI: 10.1080/09669582.2017.1301721


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