Strategic Management for Tourism ( Mauritius)

7/29/2019 Strategic Management for Tourism ( Mauritius)

1/15

1


2/15

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

2


3/15

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)

3


4/15

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.

4


5/15

ResourcesFinancial resources

Human resources

Physical and operational resources

Intellectual resources

5


6/15

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

6


7/15

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.

7


8/15

Effective Mission StatementsClearly articulatedRelevant

CurrentPositive toneIndividuality Enduring Adapted

8


9/15

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

9


10/15

Air Mauritius

10


11/15

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.

11


12/15

Setting ObjectiveStockholder approach

Stakeholder approach

Stakeholders and objectives

12


13/15

Internal and External StakeholderInternal Stakeholders :

Board of directors

Employees at largeIndividual employeesTrade unions/ associationsFunctional business areasGeographical areas

13


14/15

External Stakeholders :

ShareholdersCreditorsSuppliersCustomers

Trade BodiesPressure groupsCompetitorsGovernment

Private IndividualsInternational regulatory Bodies (IATA)Local community

14


15/15

Content of Corporate ObjectiveImportance of objectivesCorporate objectives

Economic objectivesSocial objectivesGrowth or market share objectivesCompetitive advantage objectives

15

Documents

Strategic Management for Tourism ( Mauritius)