Essay on Tourism: TALC Stage of Italy as a Destination

Italy is at the development stage of the TALC. In this stage, tourism is considered a major part of the country's local economy (Muzaffer, Eunju & Manisha, 2012). The stage involves scores of visitors arriving in the destination country. Tourism started in Italy in more than 100 years ago and over the past years it has grown to a considerable level. The rate of increase of visitors or tourists in the country continues to rise year after year. Additionally, the total numbers of visitors continue to grow. The increasing number of visitors/ tourists almost equals the number of permanent residents in the country. The locals are involved in the tourism activities though at a reduced level. External companies invest in tourism to provide up-to-date facilities and thus continue attracting more visitors into Italy (Shalini, 2010).

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This stage is essential because it involved improved quality of life of the residents. It also leads to high economic growth and well-being of tourism service providers and employees working in this sector. The corporate society in Italy has highly invested in developing unique and innovate tourism goods and services thus continuing to attract more and more visitors every year. The natural and cultural attractions in Italy have been highly improved to serve visitors arriving into the country. There is also the incorporation of human-made imported facilities which complement the natural and cultural attractions. All these services work together to make Italy more attractive. Residents have an excellent opportunity to engage in tourist enhancement projects thus improving their quality of life and economic well-being (Hyung-Kwan, 2006). Over the past century, Italy has changed substantially. There are more beautiful sites both natural and human-made which improve the attractiveness of the country. However, not all changes are welcomed by the residents. At times the residents feel overwhelmed by the presence of a vast number of visitors and consequently develop a negative attitude (Muzaffer, Eunju & Manisha, 2012).

The Kind Of The Destination

Italy is an attractive, educative and thrilling place to visit as a tourist destination. The country has pretty scenery constituting of both natural and human-made facilities.

There are also plenty of physical activities in which a person or group of people visiting the country can engage. For instance, there are significant skiing, swimming, hiking, camping and cycling sites that one can visit while in Italy (Organization for Economic Co-operation and Development. & Organization for Economic Co-operation and Development, 2011).

There are many historical and religious sites that one can visit and learn.

The country has friendly people. Therefore it is easy to communicate, ask for help, directions and interact with the residents (Shalini, 2010).

Italy is safe for people from different backgrounds. Therefore the perception of safety and security is positive.

The cost of living is friendly. For instance, the cost of traveling, accommodation, and food and engaging in luxury activities while in Italy is affordable for the middle-class person.

Italy is rich in culture, and this provides an excellent opportunity for visitors to learn from the residents.

There are good infrastructure and high technology thus making it easy and enjoyable for tourists to communicate as well as to travel from one place to another (Shalini, 2010).

Destination SWOT Analysis

Strengths

The presence of highly trained tourism experts and professionals across Universities in Italy.

The presence of religious communities who assist pilgrims thus promotes and improving tourism in the country.

A positive attitude by the local populations in regards to tourism and helping and hosting visitors (COPE, 2012). Weaknesses

Lack of awareness of the laws and policies that guide local populations and tourists.

Different communities may have differing attitudes towards tourists and visitors.

Monopolistic management of the flow of tourists by religious groups.

Opportunities

The presence of regional tourism promotion organizations which help improve tourism sector in Italy.

Trends towards increased vocational schools to train more young people to offer different skills needed in the tourism sector Threats

Lack of integration and coordination among public, private and volunteer agencies that promote tourism.

Lack of adequate knowledge on the minority cultural and religious groups which lead to fewer tourist activities generated by them (COPE, 2012).

3. Strategy

a) Vision Statement

To record increased number of visitors coming to Italy to experience different tourist attraction sites and brings their family and friends to share the experience (Okumus, Altinay & Chathoth, 2010).

b) Marketing Goals/ Objectives

Increase the level of tourism sales by 20% in the year 2020

Diversify tourism services and products thus reducing risk

Increase the profitability of the tourism sector

Main Stated Target Markets

The primary target market for Italy as a tourist destination is religious tourists from different regions of the world who visit the country every year to engage or celebrate religious celebrations, participate in religious events or learn (Angeloni, 2013).

d) The Destinations Probable Growth Strategy

Italys growth strategy is to grow the number of visitors by 24% by 2020 (Global Travel Industry News, 2014).

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Example Of Two Packages From The Destination

Italy is an exciting tourist destination for visitors. When visiting this destination, one can find vast and varied packages available. These packages are essential because they ensure that the visitors needs and desires are met. Therefore a visitor/ tourist choose the best package the fits his or her needs, specifications and desires (Stange, Brown & Solimar International, 2011). Two examples of packages available in Italy include special-interest tours and fully escorted tours. Fully escorted tours suit women the best or any solo traveler. The visitor or tourist gets assistance from the escort in such things as language barrier; luggage handling, cultural obstacles and they also ensure sense or security and allow for the visit to learn in high details. Special interest package, on the other hand, is designed for visitors who wish to visit a particular interest area such as historical/ cultural site or event, art, sport and celebrity visit.

Example Of Programming In The Destination

Hosting familiarization tours for the travel industry or journalists is an important one programming in Italy. DMO facilitates this activity, and it aims at providing information about the destination. It helps promote the destination and make it marketable, attractive and consequently increase tourism activity.

Information Centers

Italy has proper information centers to ensure that visitors are equipped with the needed information and options when they are at the destination. For instance, it has physical and online centers which provide visitors with reliable resources about the destination (Hom, 2015). Visitors can access maps and direction as well as information on various facilities like public toilets, transport information, currency exchange among others.

References

Angeloni, S. (2013). The strategic plan for tourism development in Italy. University of Molise, Italy. Economia Seria Management, 16:

COPE. (2012). SWOT Analysis; Religious Tourism Training needs and population wider attitude in Italy. A report by South East Europe and the European Union.

Global Travel Industry News. (2014).A plan for Italy to increase tourism income.

Hom, S. M. (2015). The beautiful country: Tourism and the impossible state of destination Italy.

Hyung-Kwan, P. (2006). A Study on Tourist Area Life Cycle And Marketing Strategy -Case of Jeju Island

Muzaffer, U., Eunju W., and Manisha, S. (2012).The Tourist Area Life Cycle (Talc) And Its Effect on the Quality-Of-Life (QOL) Of Destination Community

Okumus, F., Altinay, L. & Chathoth, P. (2010).Strategic Management in the International Hospitality and Tourism Industry

Organisation for Economic Co-operation and Development., & Organisation for Economic Co-operation and Development. (2011). OECD studies on tourism: Italy: a review of issues and policies. Paris: OECD.

Shalini, M. (2010). Top Ten Things To Consider When Selecting An Outsourcing Destination. Look Beyond The Obvious To Arrive At The Optimal Decision.

Stange, J., Brown, D. & Solimar International. (2011).Tourism Destination Management Achieving Sustainable and Competitive Results: Sustainable Tourism: International Cooperation for Development.