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澳洲毁天敏的城堡的旅游战略研究

时间:2016-02-24 10:44来源:www.liuxuelw.com 作者:anne 点击:
经过PEST分析和波特的五力分析竞争模式研究,我们的毁天敏的城堡还有商机转变的机会和一些风险问题,从而在同行业竞争中有了初步的了解,从中可以得出一些基本结论。
1 Mortimer’s Castle introduction莫蒂默的城堡简介

 

毁天敏的城堡在赫里福德郡可以追溯到921AD,它坐落在村庄的一座小山上。有一个关于城堡的梦幻般的故事,因为他是英国七百年前最有权势的人之一,这是一个很有影响力的故事。罗杰·莫蒂默爵士是英格兰女王伊莎贝拉的情人。对于现在人来说,他们的浪漫故事为文化带来了很多的财富。
该报告试图分析遗迹的商业价值,并寻找战略发展,然后决定该提案是否是有意义的。
该报告的结构将是以下几点:在第2节选中,PEST理论及其与莫蒂默城堡组合进行了讨论,第节探讨了理论和应用在这种情况下。然后,在最后一节提供了战略发展的区域好。
The ruined Mortimer’s Castle in Herefordshire can date back to 921AD, which locates on a hill in the village. There is fantastic story about the castle due to the story of the Lords of Mortimer, who is one of the most powerful people in England seven hundred years ago. Sir Roger Mortimer was the queen Isabellar of England’s lover. The romantic tale of them contributed to the culture and brought a lot of treasure for current people.
The report is to try to analyse the commercial value of the ruins and find the strategies to develop it, and then determining whether the proposal is meaningful.
The structure of the report will be following:  in section 2, the PEST theory and its combination with the Mortimer’s Castle is discussed, section 3 explores the theory and the application on this case. And then, the final section provides the strategies to develop the area well.

 

2 PEST analysis PEST分析

 

PEST analysis is the basic tools of strategic analysis of the external environment, politics, the economy, the point of view of society and technology or four factors analysis for grasping the overall macroenvironment, evaluating the impact of these factors on the strategic objectives and strategy formulation.

 

2.1Politics
P represents Politics, which refers to the actual and potential impact of the political forces and the relevant laws, regulations, and other factors on the organizational and operational activities. When there is a change of attitude of the political system and the institutional, government organizations operations, it is necessary that business strategy must follow them and make adjustments. The business-related policies and ideas for a competitive enterprise must be carefully study, such as the research and the cancellation of certain regulatory trend, and we understand some of the rules of international trade business, intellectual property laws, labor protection and social security. 
In England, the government pays attention on the tourism. As the Government Tourism Policy report describes, which is published by department of culture, media and sport, Tourism is a tremendously important section of the UK’s economy, which is the six biggest industries and third-largest export earner with a revenue of £90bn very year and contributing 4.4% of whole jobs in England. Thus, the government believe it is very important and takes policies to develop this industry. For example, the Government helps the tourism sector by being responsible for hotel ‘star rating’ quality and improving staff skills with adding related courses. Such kinds of policies have a positive effect on the tourism industry, which, no doubt, lead to the development of the tourism in Mortimer’s Castle. Moreover, the local officers also provide the policy. A Tourism Strategy for Herefordshire 2010 – 2015 has been submitted and completed, there will be culture fair in the county for improving the industry. Thus, such policies are good for the tourism.

 

2.2 Economic factors
Economic factors refer to a country's economic system, economic structure, industrial layout, the resource situation, the level of economic development, and future economic trends. The key elements of the economic environmentinclude the GDP change trends, the level of interest rates, the level of inflation and the trend, the unemployment rate, the residents' disposable income levels, the level of the exchange rate, the cost of energy supply, the degree of perfection of the market mechanism, market and demand situation and so on. Enterprises is an individual of the macro-environment, the economic environment decides and influences the formulation of its strategic. Thus, the company should do a variety of strategic decision-making process by focusing on assessment of economic conditions in other countries outside their own country.
Unfortunately, Britain is processing of recession. The economy shrank 0.4 percent in the last year and shrank 0.3 percent in the first quarter of 2012. The economic environment is very bad. Moreover, the whole economic in the world is also not good, which affects the income of the people and may lead the recession of the industry. However, the good news is that the govemnetpays more attention on tourism industry, there will be more economical support as well as the policy to improve the industry. Thus, even though there maybe difficulty currently, the future is promising. (责任编辑:anne)
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