Tourism Business Environment Analysis Conducted For Kerala/India
Bader, Anne (2010)
Bader, Anne
Saimaan ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010061312077
https://urn.fi/URN:NBN:fi:amk-2010061312077
Tiivistelmä
The subject of this thesis is to analyze the tourism business environment of the Indian state Kerala. This is done under the assumption that tourism is a product of sale. Therefore a descriptive methodology is used.
The work is divided into two parts: the theory and application to the case. Within the theoretical part a basic description about tourism concepts and the included components is given to understand the complexity of the topic. Furthermore, four scientific models are shortly explained in order to identify the most suitable ones for the business environment analysis. By comparison the global forces model and the SWOT analysis were chosen. An adapted combination of both focusing on changing modes in global forces and the categorization of the identified changes into internal and external aspects, not considering any competitors, identifies the business environment Kerala´s tourism sector is operating in. In the second part the chosen models are used to conduct an adapted tourism business environment analysis for Kerala. The used information was gathered from books, internet sources and tourism magazine articles.
The result of this thesis identified that the business environment Kerala is operating in is quite comforting regarding the utilized sources and analysis methods. Threats, like changing climate and economy are rather marginal; opportunities such as ageing tourists or changes in technology may attract more tourists. But also negative aspects concerning local environment and societies are identified which have the potential to deconstruct tourism´s own foundation and therefore they might influence the business environment in the future. Furthermore it can be stated that the Department of Tourism as the driving force for the development of tourism in Kerala.
The work is divided into two parts: the theory and application to the case. Within the theoretical part a basic description about tourism concepts and the included components is given to understand the complexity of the topic. Furthermore, four scientific models are shortly explained in order to identify the most suitable ones for the business environment analysis. By comparison the global forces model and the SWOT analysis were chosen. An adapted combination of both focusing on changing modes in global forces and the categorization of the identified changes into internal and external aspects, not considering any competitors, identifies the business environment Kerala´s tourism sector is operating in. In the second part the chosen models are used to conduct an adapted tourism business environment analysis for Kerala. The used information was gathered from books, internet sources and tourism magazine articles.
The result of this thesis identified that the business environment Kerala is operating in is quite comforting regarding the utilized sources and analysis methods. Threats, like changing climate and economy are rather marginal; opportunities such as ageing tourists or changes in technology may attract more tourists. But also negative aspects concerning local environment and societies are identified which have the potential to deconstruct tourism´s own foundation and therefore they might influence the business environment in the future. Furthermore it can be stated that the Department of Tourism as the driving force for the development of tourism in Kerala.