Strategic Management for Tourism ( Mauritius)
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Transcript of Strategic Management for Tourism ( Mauritius)
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ra egy an ra eg c ec vesfor Travel and Tourism
OrganisationsDefining Strategy
Minztbergs 5 Ps:
a plana ploy a pattern of behavioura position in respect to othersa perspective
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Elements of StrategyStrategy is the determination of the basic long termgoals and objectives of an enterprise, and the adoptionof courses of action and the allocation of resourcesnecessary for carrying out these goals (Chandler, 1952)
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Components of StrategyDetermination of the basic long term goals Adoption of courses of action
Allocation of resources.
Strategy contains three things:Objective to arrive in London at a certain date and timeTo achieve this objective certain actions are necessary You need resources to make the actions possible.
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ResourcesFinancial resources
Human resources
Physical and operational resources
Intellectual resources
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Levels of strategic decisionsStrategic, tactical and operational decisions within anorganisation differ from each other in terms of:
FocusLevel in the organisation at which they are madeScopeTime horizonDegree of uncertainty complexity
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Mission and Mission StatementsPurposes of a mission statement:
Druker (1974) points out that: defining the purposeand mission of the business is difficult, painful andrisky. But it alone enables a business to set objectives,to develop strategies, to concentrate its resources and
to go to work. It alone enables a business to bemanaged for performance.
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Effective Mission StatementsClearly articulatedRelevant
CurrentPositive toneIndividuality Enduring Adapted
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Contents of a Mission StatementIndication of the industry Realistic market share
History of values and beliefsIndication of ownership or controlSummary of geographical locationSpecific and highly context-dependent objectives
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Air Mauritius
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Mauritius Tourism Promotion Authority
The Mauritius Tourism Promotion Authority (MTPA) is a parastatal organisationestablished in 1996 by the MTPA Act. It is administered by a Board of Directors andoperates under the aegis of the Ministry of Tourism and Leisure.
Objectives of the Authority
The objectives of the Authority are:a) To promote Mauritius abroad as a tourist destination by:i) Conducting advertising campaigns and participating in tourism fairs.ii) Organising, in collaboration with the local tourism industry, promotional campaignsand activities in Mauritius and abroad.
b) To provide information to tourists on facilities, infrastructures and services available tothem in Mauritius.
c) To initiate such action as may be necessary to promote cooperation with other tourismagencies.
d) To conduct research into market trends and market opportunities and disseminatesuch information and other relevant statistical data on Mauritius.
e) To advise the Minister on all matters relating to the promotion of tourism.
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Setting ObjectiveStockholder approach
Stakeholder approach
Stakeholders and objectives
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Internal and External StakeholderInternal Stakeholders :
Board of directors
Employees at largeIndividual employeesTrade unions/ associationsFunctional business areasGeographical areas
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External Stakeholders :
ShareholdersCreditorsSuppliersCustomers
Trade BodiesPressure groupsCompetitorsGovernment
Private IndividualsInternational regulatory Bodies (IATA)Local community
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Content of Corporate ObjectiveImportance of objectivesCorporate objectives
Economic objectivesSocial objectivesGrowth or market share objectivesCompetitive advantage objectives
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