Mauritius Islands As A Destination

Mauritius Islands As A Destination The destination marketing plan will be based on a small island, which is not even visible on the world map, called Mauritius. It is a volcanic island of lagoons and beaches in the Indian Ocean, it is known for its stability and racial harmony among its blend of population. It is an island situated at about 900 kilometres east of Madagascar and about 3,943 kilometres south-west of India. (Blunt 2005) It has more that 150 kilometres of beaches and the lagoon is protected by the worlds third largest coral reef. Its population is estimated to 1,2 million which forms a blend of cultures from India, Africa, Europe and China. Mauritius was discovered by a Portuguese sailor, Don Pedro Mascarenhas. It was occupied by the Dutch (1598 1710), French (1715 1810) and British (1810 1968). It gained its independence on the 12th March 1968 and its Republic status on 12th March 1992. It has a democracy based on the British democracy. The currency used there is the Mauritian Rupee, made up of 100cents and its capital city is Port Louis. The Mauritian economy is dependent upon the textile, tourism and sugar industry. Currently the destination is attracting tourist mainly from European Countries and the destinations current mission to keep its loyal customer and promote in countries where people are not aware of Mauritius as a tourist destination. They want to maintain the image of Mauritius as being a paradise to their current markets. The Destination would want to regain the French market following the chikunguya disease, to attract more tourists from American countries and become the number one tourist destination in the Indian Ocean. Jobber (2004:210) defines segmentation as the identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy. In other words it means dividing a segment into sub-segments because customers differ in tastes, needs, attitudes, lifestyles, family size and composition. Identifying these submarkets will help the destination to serve its customers with similar requirements efficiently and effectively. The more a destination knows about its customers the better they will be able to satisfy their needs. A segment is identified by dividing them according to the purpose of travel, the buyers need/motivations and benefits sought, the buyers behaviour, their psychographic profile, the price of the ticket and the demographic, economic and geographic profile. The identified segments for Mauritius were people aged 25 and upwards with a medium to high income per year, because the price of a ticket for the destination is around  £600  £700 and the life cycle identified was newly married couples, full nest II, empty nest I and empty nest II. It has been found that it is mostly leisure tourists that come to the destinations and their motivation honeymoon, young married couple seeking paradise for their honeymoons, looking for a quiet place, this applies to retired people, families willing to escape the European winter and seeking sea and beach holiday, individuals seeking for water- sports and tourist coming for cultural interest. Most of the tourists coming to Mauritius are Loyal and spend a lot during their stay. Regarding price, tourists are quite sensitive to this variable when the price is high less tourist travel to the destination when the price is reduced more tourists travel. Price is also an indicator of the perceived quality, s o when playing with the price variable one should be careful of the quality that it is going to reflect. Market Positioning Position is about the perceived image of the destination by customers compared to other nearby destinations. Customers has this perceived image of Mauritius being paradise when they look at the brochure and see the white sandy beaches and the turquoise ocean. This perceived image would help to make the island the number one destination in the Indian Ocean. Marketing Mix/branding image The marketing mix is defined as a combination of controllable variables that can be used to achieve the desired levels of sales in target markets. This combination is known as the 4 Ps, which includes product, price, place and promotion. Product In terms of the tourism industry, the product covers the complete experience from the time a tourist reaches their destination to the time he/she leaves. Therefore the tourism product is a mixture of attraction and facilities at the destination, facility and destination. The role of marketing is to increase awareness of the product, improve their presentation and their delivery to customers. One has to bear in mind that when a customer buys a tourism product they are actually buying the expectation of benefits; it is the benefits that are the product. Thus the product should match customers needs. The tourism product comprises of five components: Destination attractions and environment Destination facilities and services Accessibility of the destination Images of the destination Price to the consumer (Middleton 1994) The destinations approach to the product mix will be doing a market research to see what customer perceptions of the product are and used the information meet their needs. It can also be done on non-users to see what attraction or facilities the destination will need to build up. To attract more customers the destination will introduce packages made by tour operators such as when tourists staying in certain hotels they will have free admission at certain attraction. This type of package will particularly suit families. Extending the usage of the products will help to achieve this strategy as well, such as offering one free night to customers if they are staying for a weekend. The destination could also introduce an airline, like Ryanair in Europe, which would do flights in the Indian Ocean only, such as flights from Mauritius to other island in the Indian Ocean at a low price. Price Tourism businesses deal with different segments at the same time and they frequently use different price for the different segments. Pricing is a very complex decision due to the high degree of competition and the inaccuracy in forecasting levels of demand. It may vary not only because of the industrys characteristics but also due to other factors such as weather, terrorism and strikes. There exists no universal way of pricing, price will always vary. Pricing acts as an indicator of quality, thus it can be used to assess quality before purchase. The characteristics that affect pricing are the following: Perishability: Intensive capital investment Cost of intensive staff employed Customers characteristics Regarding pricing the destination will use a low pricing strategy at the beginning to encourage long-run demands, capture market share from competitors and discourage any potential new entrant to enter the market. If it is observed that there is a high proportion frequent customer, this means that the customers are satisfied with the product and customer loyalty has been created. Then price could be raised at a reasonable level to maximise profits. The price could also be lowered during off-peak season to attract customer and non-users as well that could try the destination. Special price could be given to newly married couples for their honeymoon, if they did like the destination by word of mouth they will tell it to their other friends who might use the destination for their honeymoons. (Ernie 1992) Place Place is the element of the marketing mix which includes channel of distribution and physical distribution. Channel distribution includes tour operators, retailers and travel agents. Channels should be chosen according to the other the other three marketing mix. Choice of location, which is the point of sale, should be well located to increase the flow of customers (Ernie 1992) Since we already know who our target markets are the destination will choose tour operators which specialize in their target market and travel agencies that are located where their target market are. For instance if the destination is targeting at families they will choose a travel agent that is specialize in that market and located in area where families live. Since the destination is aiming at non- users they will have to find an operator in these countries. Promotion Promotion mix consists of four elements: advertising, personal selling, publicity and sales promotion. They are designed to create excitement and interest about the destination. These elements should communicate similar, consistent and non-conflicting messages to each of their target markets. (Ernie 1992) The aim of the destination is to increase advertising in targets market countries and in non-users countries as well. Mass media advertising and aggressive advertising will be used to send the message that Mauritius was made first and then heaven; and that heaven was copied after Mauritius. This message will be sent through the use of televisions, radios, newspapers and billboards. Market research could be use here to see what image our target markets have of the destination and use it for the advertising. The destination will advertise in trade magazines to reach tour operators and travel agents. The destination will use travel agents as an intermediary for personal selling and they could also be used as a way of promoting the destination. Using sales promotion would help to achieve the objectives mentioned earlier, the destination will use price promotion, special merchandise use to promote the destination and familiarization tours for travel agents. Price promotion could be used w hen there is festival going on at the destination, such as the Independence Day, which would include discount on attractions, restaurants and hotels. Selling merchandise such as T-shirts, key chains and souvenirs will help to promote the destination by word of mouth when tourists go back to their countries, this might encourage prospective customers to visit the destination. Familiarization tours are free trips for travel agents to let them experience the tourist destination before the customers. This would be for travel agents operating in an area where there non-users of the destination, the travel agents would be able advise non-users on the destination. Promotional impact can be managed by carefully managing the four elements of the promotion mix. TALC Tourism Area life Cycle Tourism Area Life cycle a framework concept by Buttler (1980) highlights the tourism attractions and resources of a particular country. It mainly involves according to Butler (1980) a six stage evolution of tourism namely exploration, involvement, development, consolidation, stagnation and post stagnation. . Mauritius Island can be classified between a Development stage and stagnation in the TALC (buttler 1980) more people are reaching Mauritius (see tourist Arrival stats) by years, more people discover the destination, and the word spreads about its attractions and the amenities which are increased and improved ( development) with the approach of the carrying capacity* (define below next content) stagnation rise with the social and environmental limits. Buttler (1980) mentioned that a rise from Exploration to Stagnation happens very rapidly, as implied by the exponential nature of the growth curve. As this is the case for Mauritius in a rise of infrastructure, development in Technologies, improving services for quality customers. For Instance carrying capacity clearly explains the rest of the situation. Carrying Capacity Definition of carrying capacity Carrying capacity can be defined as the maximum number of people who can use a site without an unacceptable decline in the quality of experience gained by visitors (karma;2001 65) .Lime(1976) points to a substantial expansion of the meaning of carrying capacity from a focus on numbers of visitors to the entire topic of how to plan and manage a particular recreation resource . Findings in Carrying capacity Carrying capacities are usually determined for the planning area involving features of key attractions, development sites and even the tourist transit point. The carrying capacity analysis implying the institution of upper limits on development in other words, the number of tourists in terms of days, feedbacks and market forecasts, Moreover, carrying capacities can be established both for the developing as well as developed tourist destination.( Kamra;2001:68) he also argues that carrying capacity analyse most the number of tourist arrivals to the number of inhabitants in the destination area, in a result they found to be genuinely measuring the elements of socio-cultural environment and physical. More elements such as economical and infrastructure issues are to be seen as a part of the carrying capacity. A source of pollution can be a source of major problem in an environmental aspect, for example the beaches in Mauritius are well preserved by the government and by the hotels themselves, pollution (land) might affect the tourism industry, if not taken into consideration it might result to a decrease in tourist arrivals in the destination, this one major issue can be classified as being a physical more on that is the preservation of wild life animals, the animals in Mauritius Island such as the kestrel and the Mauritian Parakeet are unique in the species, preservation of those natural resources have large impacts on tourism industry. Economical benefits are mostly crucial for the government of Mauritius, as this is tourism industry is being as a major source of income, tourism industry also bring employment for the local communities for example hotel resorts have been built in the coastal areas. SWOT ANALYSIS SWOT SWOT, is a tool use to evaluate the Strengths, Weaknesses, Opportunities and Threats of the destination. The aim of SWOT is to isolate the key environmental factors that are important to the destination. Strengths: Distinctive and exotic environment Mauritius is known for its exotic environment and its natural park. The opening up of new hotels Lately in Mauritius there a lot of new hotels opening up, this is an advantage for the island because now they accommodate more tourists than before. High purchasing power for tourists  £1 = Rs 63.6447, which means that with  £1 UK tourist could more things in Mauritius than in their country. (Anon 2006) Excellent service provided by hotels The tropical island is not also known for its physical asset but also for the high quality service provided by hotels. (Anon 2005) Weaknesses: Diseases Lately in Mauritius there has been a disease, chikunguya, which is caused by mosquito bites and because of this the number of French tourist has declined. Language Barrier Although the official language is English, not all Mauritian speak English and It is hard for tourist to communicate since most of the tourists are English speaking. Long haul flights The flights to Mauritius from Europe, America and Asian countries is a 12hr flight, which is very tiring. Opportunities: Exploit Golf tourist market It has notice that golf tourist spend a lot when they come to Mauritius, thereby Mauritius try to attract more golf tourist to maximise their revenues. Growth in Spa tourism New air routes such as flight to Russia has been open thus creating a new market and if exploited wisely could bring in more revenues for the island. Increase in the number of flight to Mauritius There are now two new airlines doing the flights to Mauritius, TUIfly Nordic and Corsairfly. (Chateau 2006) Threats: Competition Future competition from the surrounding islands might be an issue; Mauritius will have to find a way of gaining the competitive advantage over them. Tsunamis Following the tsunami that hit Indonesia in December there were some minor effects felt in Mauritius. Since that time there are still some tourists that feel it is unsafe to visit the island. (Anonb 2006) Recommendations: Mauritius Island has the best possible ability to become the pioneer in Tourism industry in the Indian Ocean , The Government of Mauritius understand very well the importance of Tourists for the Economy, the improvement of the Hotels infrastructure is to be made ( now in process 2008-2010 project) , the preservation of the wildlife park such as the rare animals and rare plants species, the introduction of a new airport also under future planning of the Government, the size of tourists arrivals is increasing with years and several discounts on Air Fares are available. 2665 words

Structural Functionalist

A society is a complex unit, made up of interrelated parts. All these parts form the structure of the society and each sub unit has to perform its given task. Social structures are stressed and placed at the center of analysis and social functions are deduced from these structures. This perspective looks at how the various parts of the society come together and perform their individual tasks interdependently and interrelated to promote social stability and order and in turn the smooth functioning of the society. Structural functionalism is a framework for building theory that sees society as a complex system whose parts work together to promote solidarity and stability. This approach looks at society through a macro-level orientation, which is a broad focus on the social structures that shape society as a whole, and believes that society has evolved like organisms. This approach looks at both social structure and social functions. Functionalism addresses society as a whole in terms of the function of its constituent elements; namely norms, customs, traditions, and institutions. As a structural theory, Functionalism sees social structure or the organisation of society as more important than individual. Functionalism is a top down theory. Individuals are born into society and become products of all the social influences around them as they are socialised by various institutions such as the family, education, media and religion. Functionalism sees society as a system; a set of interconnected parts which together form a whole. There is a relationship between all these parts and agents of socialisation and together they all contribute to the maintenance of society as a whole. Structural functionalism concentrates on the positive and negative functions of social structures. Societal functionalism is a particular type of structural functionalism that aims to explain the role of social structures and institutions in society, the relationship between these structures, and the manner in which these structures constrain the actions of individuals. According to structural functionalists, individuals have little to no control over the ways in which particular structures operate. Indeed, structural functionalists understand individuals in terms of social positions. It is not individuals who are ranked, but positions that are ranked according to the degree to which they contribute to the survival of society. High-ranking positions offer high rewards that make them worth an individual’s time and effort to occupy. The structural functionalist perspective also takes into account the concept of value consensus. Functionalists believe that society is held together by this consensus, or cohesion, in which members of the society agree upon, and work together to achieve, what is best for society as a whole. They share the same ideas, beliefs and morals which bind them together. Functionalists believe that without such collective shared values and beliefs, achieving social order is impossible and social order is crucial for the well-being of society. They believe that value consensus forms the basic integrating principle in society. And if members of society have shared values they therefore also have similar identities, this helps cooperation and avoids conflict. Value consensus also ensures that people have shared: – Goals, Roles and Norms. Any social system has four basic functional prerequisites: * adaptation * goal attainment * integration and * Pattern maintenance. The function of any part of the social system is understood as its contribution to meeting the functional prerequisites. Adaptation refers to the relationship between the system and its environment. In order to survive, social systems must have some degree of control over their environment. Food and shelter must be provided to meet the physical needs of members. The economy is the institution primarily concerned with this function. Goal attainment refers to the need for all societies to set goals towards which social activity is directed. Procedures for establishing goals and deciding on priorities between goals are institutionalized in the form of political systems. Governments not only set goals but also allocate resources to achieve them. Even in a so-called free enterprise system, the economy is regulated and directed by laws passed by governments. Integration refers primarily to the ‘adjustment of conflict’. It is concerned with the coordination and mutual adjustment of the parts of the social ystem. Legal norms define and standardize relations between individuals and between institutions, and so reduce the potential for conflict. When conflict does arise, it is settled by the judicial system and does not therefore lead to the disintegration of the social system. Pattern maintenance refers to the ‘maintenance of the basic pattern of values, institutionalized in the society’. Insti tutions that perform this function include the family, the educational system and religion. No theory has been there without any criticism. The structural functionalist perspective also has been criticized on the grounds that it neglects the negative functions of an event such as divorce. The perspective justifies the status quo and complacency on the part of society's members. Functionalism does not encourage people to take an active role in changing their social environment, even when such change may benefit them. Functionalism sees active social change as undesirable because the various parts of society will compensate naturally for any problems that may arise.

What the Experts Are Saying About Persuasive Essay Samples for College and What This Means For You

What the Experts Are Saying About Persuasive Essay Samples for College and What This Means For You The cost of an essay depends upon the total amount of effort the writer has to exert. The writer is projected in the text, therefore it is normal to use the very first individual. Our writers will finish your work from scratch so that it's totally original and totally free from any risks plagiarism. Moreover, our English-speaking writers make sure every order has original content and an appropriate structure. A thesis statement functions as a guide, on which the remainder of the paper is hinged on. Argumentative essays are also called position papers due to their justification of the side of the issue they are written in support of. Essay writing examples in doc format like the ones given may help lead you in writing a very good composition. 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Essay writing can be rather a challenge. It is commonly practiced is schools. Essay writing skills is a tough and time-consuming undertaking. Writing an essay is a critical role in academe life. It is not a simple task. Writing a scholarship essay may not be a very simple job for many students.

Should Marijuana Be Legalized - 1384 Words

Marijuana Legalization Views on marijuana use and its legal status are slowly shifting across America. What was once viewed as a dangerous gateway drug is slowly being legalized across the nation for medicinal and recreational purposes. Alcohol is often used as a comparator to marijuana for good reason. Banning alcohol was attempted before and it was not successful. Marijuana is currently progressing through a similar phase alcohol went through during the Prohibition Era. Four states, including Washington, Oregon, Colorado, and Alaska, now allow the use of recreational marijuana. Ironically, despite marijuana use still being illegal under federal law, Washington D.C., the nation’s capital, allows it as well. Marijuana should be legalized, both medically and recreationally, across the nation because it is less deadly than alcohol, stimulates the economy and generates tax revenue, and provides medical relief for serious ailments. Marijuana use is far less deadly than alcohol use. The statistics on alcohol-related deaths, from overdose alone, are astounding. According to the Centers for Disease Control and Prevention, â€Å"During 2010–2012, an annual average of 2,221 alcohol poisoning deaths (8.8 deaths per 1 million population) occurred among persons aged ≠¥15 years in the United States† (Brewer et al). On the other hand, there has never been a reported death from marijuana overdose. The National Cancer Institute reports, â€Å"Because cannabinoid receptors, unlike opioid receptors, areShow MoreRelatedShould Marijuana Be Legalized?849 Words   |  4 Pageswhether marijuana should be legalized. Around 23 states have legalized marijuana for medical and recreational use. In the state of Illinois, medicinal use of marijuana has been passed on April 17, 2013. Since January 2014, patients are able to obtain marijuana with a doctor s recommendation. The new debate is whether marijuana should be legalized for the general public as a recreational drug. Although some believe that marijuana is harmless, and that it has beneficial medicinal uses, marijuana shouldRead MoreShould Marijuana Be Legalized?1715 Words   |  7 PagesMarijuana in Society Cannabis, formally known as marijuana is a drug obtained from the tops, stems and leaves of the hemp plant cannabis. The drug is one of the most commonly used drugs in the world. Only substances like caffeine, nicotine and alcohol are used more (â€Å"Marijuana† 1). In the U. S. where some use it to feel â€Å"high† or get an escape from reality. The drug is referred to in many ways; weed, grass, pot, and or reefer are some common names used to describe the drug (â€Å"Marijuana† 1). Like mostRead MoreShould Marijuana Be Legalized?1489 Words   |  6 Pagescannabis plant or marijuana is intended for use of a psychoactive drug or medicine. It is used for recreational or medical uses. In some religions, marijuana is predominantly used for spiritual purposes. Cannabis is indigenous to central and south Asia. Cannabis has been scientifically proven that you can not die from smoking marijuana. Marijuana should be legalized to help people with medical benefits, econo mic benefits, and criminal benefits. In eight states, marijuana was legalized for recreationalRead MoreShould Marijuana Be Legalized?1245 Words   |  5 PagesMarijuana is a highly debatable topic that is rapidly gaining attention in society today.   Legalizing marijuana can benefit the economy of this nation through the creation of jobs, increased tax revenue, and a decrease in taxpayer money spent on law enforcement.   Ã‚  Many people would outlaw alcohol, cigarettes, fast food, gambling, and tanning beds because of the harmful effects they have on members of a society, but this is the United States of America; the land of the free and we should give peopleRead MoreShould Marijuana Be Legalized?1010 Words   |  5 PagesThe legalization of marijuana became a heated political subject in the last few years. Twenty-one states in America have legalized medical marijuana. Colorado and Washington are the only states where marijuana can be purchased recreationally. Marijuana is the high THC level part of the cannabis plant, which gives users the â€Å"high† feeling. There is ample evidence that supports the argument that marijuana is beneficial. The government should legalize marijuana recreationally for three main reasonsRead MoreShould Marijuana Be Legalized?1350 Words   |  6 Pagespolitics in the past decade would have to be the legalization of marijuana. The sale and production of marijuana have been legalized for medicinal uses in over twenty states and has been legalized for recreational uses in seven states. Despite the ongoing support for marijuana, it has yet to be fully legalized in the federal level due to cultural bias against â€Å"pot† smoking and the focus over its negative effects. However, legalizing marijuana has been proven to decrease the rate of incrimination in AmericaRead MoreShould Marijuana Be Legalized?1231 Words   |  5 Pagesshows the positive benefits of marijuana, it remains illegal under federal law. In recent years, numerous states have defied federal law and legalized marijuana for both recreational and medicinal use. Arizona has legalized marijuana for medical use, but it still remains illegal to use recreationally. This is absurd, as the evidence gathered over the last few decades strongly supports the notion that it is safer than alcohol, a widely available substance. Marijuana being listed as a Schedule I drugRead MoreShould Marijuana Be Legalized? Essay1457 Words   |  6 PagesSHOULD MARIJUANA BE LEGALIZED? Marijuana is a drug that has sparked much controversy over the past decade as to whether or not it should be legalized. People once thought of marijuana as a bad, mind-altering drug which changes a person’s personality which can lead to crime and violence through selling and buying it. In the past, the majority of citizens believed that marijuana is a harmful drug that should be kept off the market and out of the hands of the public. However, a recent study conductedRead MoreShould Marijuana Be Legalized?1596 Words   |  7 Pages But what needs to be known before a user can safely and completely make the decision if trying Marijuana is a good idea? Many do not want the drug to be legalized because they claim that Cannabis is a â€Å"gateway drug†, meaning it will cause people to try harder drugs once their body builds up a resistance to Marijuana, because a stronger drug will be needed to reach a high state. This argument is often falsely related to the medical si de of the debate over legalization. It is claimed that this wouldRead MoreShould Marijuana Be Legalized?985 Words   |  4 PagesLegalize Marijuana Despite what people believe about marijuana, it hasn’t once proved to be the cause of any real issue. It makes you wonder what the reason as to why there is a war on drugs. Why is marijuana the main concern? Since the time that alcohol and tobacco became legal, people wonder why marijuana isn’t legal yet. The fact that marijuana is illegal is mainly caused by the amount of money, jobs, and pride invested in the drug war. Once the government starts anything, they stick to it. At