MKT01907 Tourism and Hospitality Management OZ Assignments

MKT01907 Tourism and Hospitality Management OZ Assignments

MKT01907 Tourism and Hospitality Management OZ Assignments

Part A

The competing value framework is the essential tool which indicates the capability and competency of the leader in the organisation. This is helpful in the tourism and hospitality industry as each and every trait provides the adequate response which is essential for the growth of the individual and organisation.

In relation to the spider web of past and present competing value framework of my managing and leadership skills, there are certain aspects which enable in analysing my abilities adequately. In my previous CVF, the trait of coordinator has not made much progress. My previous performance as a leader to coordinate has not changed in an effective manner. This trait can be changed if I work with better potential and consider designing framework adequately. Other than that, in relation to the y previous CVF, there is some area which has received some tremendous growth. This growth has enabled me to make certain operation effective which is essential for the overall progress. The monitor trait has enhanced from the past CVF. The monitor trait helps me to enhance the leadership internally. This internal control and regulation help me to enhance the competencies without any trouble. My performance has improved due to the effective external support. This external support has enabled in enhancing the control in the business. The external support such as books and latest journals enabled me to gain knowledge which becomes essential in my progress as an effective leader. Other than that, my progress has also occurred in the trait of a producer role. This has increased marginally but still, the progress is adequately noticeable. My progress in this field has improved my competitive performance. This competitiveness has made my leadership working effectively as the better generation of output leads to the motivation among the employees as their efforts become noticeable adequately. The support was provided by the management and risk journals in which effective output strategy was presented and its implementation makes my progress effective. The progress in this role provides me adequate confidence which encourages me to take the risk for the better future of the tourism and hospitality industry. My performance was also enhanced in the innovator role as I adopted new and better decision for the fast growing and changing industry. This creative thinking has increased the chances of the open system adequately.  Apart from such improvement, there is still some area which required improvement.  Such as, there is a tremendous requirement in my director role. Previously, this role was better but with the changing scenario of the industry, my leadership trait weakens in this field. So, I need to improve my role so that compete model can be adequately implemented in the leadership style and skills effectively.

From the overall analysis of my past and present CVF, it can be ascertained that there is scope for the master manager in the field of innovator role. This field can be helpful for the fulfilment of the imperative need in the area of success and growth which is essential in the tourism and hospitality industry.

Part B

Theoretical framework of physical environment of the tourism and hospitality industry

Physical environment of tourism includes accommodation facility, recreational and other facilities to employees having physical appearances (Turkay et. al., 2011). Physical environment plays an important role in tourism and hospitality industry. It also includes interaction with tourism and hospitality companies with customers via use of social media such as face book, twitter, and Instagram. There can be better arrangement of music facility and proper decoration in order to attract tourism and further it will help in controlling external environment impact of tourism and hospitality business.

Porter’s five forces model analyses-

The model basically focuses on five aspects to measure the competition persists in hotel and tourism industry. There is fear from newly established hotels, bargaining capacity of customers, competitions amongst existing ventures, bargaining power of the suppliers, and fear of alternatives present. It is important for the tourism and hospitality manager to have knowledge of all these factors in order to have a better understanding of the external environment. There can be a fear of competition with the entrance of new hotels as these may offer new prices which may attract customers. Competition among existing hotels may also be a point of concern(Lacap, 2014).

MKT01907 Tourism and Hospitality Management OZ Assignments

Figure 1: Porter Five forces

As there are a number of hotels present, profits incurred by every hotel may diminish due to that. With the presence of substitutes of a particular services or product offered by hotel industry, competitions may rise in the market which may lead to decrease in the profit margin. Bargaining capacity of the buyers is high in this industry which may affect the profit of the hotels. Last and the foremost factor is the bargaining power of the suppliers which is generally very high which has a subsequent effect on the levels of profits occurred in the future. Overall this model is an effective tool for measuring competitiveness. 

TALC Model– This model is basically used in travel and tourism sector. It includes six stages like exploration, involvement, development, consolidation, stagnation, and decline. It also involves exploration of new tourist’s destinations, involvement of tourists in the destinations; develops the old tourist’s spots. There are both physical and social factors affecting the methodology of talc. Like environmental factors, natural calamities, tourism-related policies, transportation facilities to tourists etc. Besides some advantages there are some disadvantages of TALC Model like failure of differentiation between life cycle and evolution, development through the concept of life cycle is not possible(Lacap, 2014).

Analysis of internal and external environment

The business deals with internal and external threats of environment that effect organization success and long-term continuity(Arif et. al., 2016). SWOT state's strength, weakness, opportunity, threats that help in analyzing travel and tourism internal and external threats. This analysis helps in increasing business strength, reducing weakness, generating opportunity and minimizing threats. Tourism and hotel manager required to identify its strength such as record of innovation, high quality hotel having attractive location.

MKT01907 Tourism and Hospitality Management OZ Assignments

Figure 2: Swot Analysis

Strength can includes having of strong capital and multicultural employees. Weakness can be identified such as existence of high expenditure, excess dependency on luxury brand. Hotel manager and tourism manager can also identify opportunities such as more expansion in other areas, options for franchising, introduction of more promotional activities. Hospital and tourism manager can also identify threats related to terrorism attack, environmental issue etc. These understanding of information will be helpful in better measurement of organizational resources and capabilities as per changes in external environment.

Hypothetical Evolution of Tourism Areas

The above figure of model is explaining the six stages of travel and tourism.This figure gets affected due to PESTLE factors as well as demand and preferences of tourists.In the initial stages, the curve shows an increase due to the increasein a number of customers because attractive offers of travel and tourism company at the level of consolidation the curve get constant increase and after that the curve start decreasing due to decrease in customer as they are not satisfied with the available offers(Arif et. al.,2016).

MKT01907 Tourism and Hospitality Management OZ AssignmentsFigure 3: Hypothetical Evolution of Tourism Areas


Political Factors: -the major three elements that affect travel and tourism business are government decision, political system and government rules and regulation all this affects customers demand and satisfaction.

Economic Factors: -economic environment is the environment which covers region in which firm is operating. Several factors that are considered in analyzing of economic environment some important factors are GDP, fiscal policy etc.

Social Factors:-The factors effects socio-culture such as social attributes social concern that is the role of business in society and family structure.

Technological Factors:- A set of knowledge used to develop some system to perform some work. Since technology and business are interdependent and technology may impact the growth and continuity of business.(Lacap, 2014).

Legal Factors:- are the legislation such as issuer of visa, continues change in law etc. are the factors that affect the demand of customers.

Environmental Factors:- are the related to environment such as increase pollution, global warming etc. are the factors that effects customers demand.

Positive impact of flexibility on human capital outcomes

Flexibility in management brings power among employees which lead to increase in production and their working. Flexibility in management helps in increasing employee commitment and also leads to bring discretionary efforts in their performance of the task assigned to them.


1.Arif T. & Hossin Md., 2016, “A comparative analysis of internal and external environments between Hotel Hyatt, UK and Hotel The Cox Today, Cox’s Bazar, Bangladesh”,IOSR Journal Of Humanities And Social Science, Volume 21, Issue 6, Ver. 3 (June. 2016) PP 13-22.

2.Lacap J., 2014, “Competitiveness and Sustainability of the Hotel Industry: The Case of Hotels in Pampanga” Business Management and Strategy, ISSN 2157-6068, Vol. 5, No. 1, pp-115-127

3.Mckercher B., 2015, “Hypothetical evolution of a tourist area”, www.researchgate

4.Turkay O., Solmaz S., & Sengui S., 2011,’Strategic Analysis of the External Environment and the Importance of the Information: Research on Perceptions of Hotel Managers”Precedia Social behavioural sciences, Volume 24, Issue 2, pp-1060-1069.