“Integrated approach to modern macro tourism model”
The role of Travel and Tourism Industry (TTI) in contemporary World is developing at a permanent pace, where all countries suffer when they try to implement macro models for the best performance. Since TT is a complex industry, difficult to govern at National and Regional scales, all countries practically feel the need for convenient simple macro level coordinated clear models and systems that can produce the most efficient outcome. The core of this Article is a recent paper abstract I’ve submitted for an international conference, where I’ll write a full academic research paper within this frame soon.
This paper aims to define an effective model to support overall macro tourism, enabling us to overcome the present barriers to design a more effective and functional global TTI. The traditional models and adopted systems need to be fully revised and reformed, since the insufficient organizational coordination causing practical gaps to be fulfilled and existing bottle necks and barriers need to be maintained. The original view to TTI is not sufficient to bring holistic solutions, where new approaches are needed at designing and developing far better system details, for the best use of the global industry.
Strategic Planning (SP) is a general concept that covers all the related functional roles in designing and executing a complex business approach. The use of SP in tourism is a recent approach, where TTI applications are not widely experienced although the necessary literature is sufficiently available for analysis and interpretation. The most difficult part of application is ‘regional planning’ issues, that needs to be executed within the framework of strategic plans. Physical regions are expected to be developed fully in accordance with the intended general goals of TTI and corresponding strategic actions.(1*)
Destination Management is a recent concept which is injected into literature to address the regional coordinated organisation needs of TTI in a specific physical area. According to the contemporary definition, the real ‘main general product’ within TTI is ‘the physical destination itself’ and needs to be managed in a properly organised manner. The emergence of DMO (Destination Management Organization) Concept is just within recent 15 years and is effectively used by UNWTO aiming to support better operative TTI Models in the globe. But the national governments fail to realize and execute this need.(2*)
Integrated Approach with Macro Strategy and Destination Management
Identifying the main functional areas of TTI Systems, a general frame of reference for both ‘strategic planning and destination management’ is established and further interrelations are elaborated to combine the two concepts. In this fashion a modern ‘integrated macro model’ for new age TTI can be improved and adopted widely in practice, all over the globe. From a macro point of view, this represents an integration already evolving gradually but still needs a clear understanding of the ‘big picture’ function, in parallel to the ‘incredible macro efficiency’ to be generated by the new integrated systems approach.
In general outlook, we can easily evaluate that both Strategic Management and Destination Management concepts are in ‘theory phase’ since they are not fully developed and are not ready for wider practical applications. This paper aims to ‘clearly underline the role and outcome’ of this combined approach, as well as ‘attracting broader attention’ for detailed academic studies. These are necessary for further reasoning with easier acceptance of these concepts and apply them successfully in actual markets.
The related findings regarding the need for integration have been cultivated from the actual practices all through the recent 15 years of my ‘research columnist mission’ within Turkish Tourism development. Writing considerable number of ‘commented articles’ with the aim to analyze the actual market developments, as well as taking a part in the development of ‘2023 Turkish Tourism Strategy’ have taught me a lot of realities about the process, through intensive extraordinary experiences by cultivating the consequences.
Systematic evaluation and presentation of this integrated approach will inevitably clarify the big picture to facilitate both ‘further real market interest in the concept and global academic involvement to fulfill the related application details’ of the macro model practices. I am fully confident that this role is a direct catalyzing effect of expected gradual developments. Hence, expecting to provide a big push for further market activation and possibly leading to a brand new sub-sector of ‘tourism strategy and destination management’ approach to TTI in the near future.
The main outcomes of my role as a columnist writing on ‘macro tourism issues’ are quite clear and can be easily translated into ‘theoretical main findings’ summarized as follows;
1) Tourism is not a simple economic sector as it’s widely perceived. It is actually a unique segment of real life that simply emerges when people travel out of their normal resident areas within a temporary time limit, which creates a complex of multi sectoral industrial relations that should be approached as a holistic system.
2) Traditional approach that visualizes TT as a limited sector, trapped within a few main sub-sectors results in a ‘partial approach to the real system’ and leads to serious negative consequences like ‘loosing efficiency and effectiveness in whole functions and results in serious macro-economic industrial losses.
3)The National scope of organizational requirement needs a wide effective and fluent execution of ‘managerial coordination between al functions and sub-sectors’ which is a very difficult process and this is the main reason of ‘dilemmatic vision to TTI’ where nobody attempts to find better solutions.
4) Recently it is evident that “the global TTI has a clear share of 10% on the World Economy” and 1% efficiency or size increase is worth $40 Billion, which makes it vitally important to develop for prosperous economies, reasoning the rising Industrial high attention and attraction of all Nations and Destinations.
5) Global TTI has already proved its ‘incredible socio economic benefits’ effects. It has a success rate of 4-5% in annual overall development within Global turbulences and is a ‘healthy rising industry’ which will effectively shape the near future. The technological advancements and need for global integration support this trend.
The present state of Global TTI gives a clear big picture of ‘a beneficial favorable Industry be widely developed in collaboration and shared by all Nations and Regions’ at the best practices. But there are “the complex dilemmas” since ‘the special recipes for cooking local tourism cakes’ are not available! Therefore we need to generate the innovative general guidelines of ‘how to organize regional tourism and manage it in the best possible technological coordination designed’ for all local societies in question. When this is also interacted with macro National Strategy systems that can function in an interactive manner, we can hardly measure the rising synergy.
What are the Expected Macro Outcomes for Global Success?
Although the global NGOs of UNWTO and WTTC (3) and similar organizations are doing their best to support this gradual development, the need for a simple integrated approach may easily expedite the process. Such an approach can render the big picture and emphasize on more deliberate and conscious developments. We must also consider the rise of ‘multinational regional and/or continental joint union organizations’ the collaborative action of which will have collective benefits at a Global scale.
In this paper, I’d like to emphasize the basic macro aspects of TTI where Turkish market adventures may disrupt the focus. I will deliberately neglect the details in order to concentrate on our main subject frame of ‘the macro integration of New Tourism approach’ and clarify the combined functional effects of Macro Strategy and Destination Management, both in theory and functional consequences, with reference to practical applications and benefits. (4*)
Here I’d like to extend my sincere thanks to Turkish Tourism Market, which has supported me spending the related efforts into the Arctic Sea expedition, diving in search of the unknown TTI Iceberg! The generation and activation of this macro model can be expected to provide an average of 10% additional contribution to current global macro performance. This can easily add up to a total of $500 Bn. of additional volume of global earnings within the next Decade. Practically present tourism sector is just playing on the visible top of the real industrial iceberg and do not care much about the real structure.
Related to the actual present global development trend which is more prevalent in ‘recently emerging new destinations of Asian dominated markets’ where a 10% of world share is being transferred from Western to Eastern Markets and this New Tourism Approach will also help the vital restoration of Eastern & Western industrial production levels in parallel with the actual unbalanced income distributions. Since the traditional Travel & Tourism Approach only targeted the top socioeconomic bracket, the main role of ‘iceberg effect’ in natural tourism life, has always been ignored and needed to be rediscovered.(3*)
Now I am actually trying to describe and clarify this macro strategic event and hopefully opening the road to new horizons to further scientific researches on the topic to be experienced. We should expect much wider academic works on this expected development area by further discoveries on the reality and behavior of the TTI Iceberg! Hopefully researchers can introduce highly innovative models describing how to make lemonade if life has given us lemons. For example, we must feel the need for new scientific findings on ‘psychology of traveler behavior under different conditions’ since they are the main customers of TTI, which is still neglected.
Hence, the NEW-Tourism Approach is a valuable innovative model that occasionally grew out of the Turkish experience and is available for worldwide use. It is a renewable resource which is more durable and valuable than natural oil. There are mainly two vital benefits of this macro approach as; (1) Whip-Effect with more consciously accelerated planned growth, and (2) Efficiency-Effect with higher levels of TTI traffic and increased revenues, directly in parallel to much wider satisfied modern individuals. We may start to imagine what happens when an accelerated and globally beneficial TTI mechanism is activated in a wide collaborative economy.
In fact, we must also consciously emphasize the vital hidden effect of T&T Industry as ‘leading to more interrelated cultures and invaluable contribution’ of travel on wiser and happier Humanity, critically supposed to be the among basic purposes of human life! Since travel is subject to gain higher importance, can we expect the near future generations to design new trends of ‘five years travel programs within education systems’ as a modern lifestyle?
Related Links:
(1*) Tourism Strategy: Vital for a Healthy Global Industry
In contemporary global developments, Travel and Tourism (TT) is evolving to be…
http://www.traveldailynews.com/columns/article/51381/tourism-strategy-vital-for-a
Published: 13 November 2015, 11:50
(2*) Smart Destinations: Rising Trend in World Tourism
Tourism destination is a very elastic concept which reflects the place visited in …
http://www.traveldailynews.com/columns/article/51352/smart-destinations-rising-trend-in
Published: 01 October 2015, 10:34
(3*) Past and Future Decades of Global Tourism
Global Travel & Tourism (TT) is evolving and efficiently spreading to the world…
http://www.traveldailynews.com/columns/article/46469/past-and-future-decades-of
Published: 25 November 2011, 10:00
(4*) Motto & Presentation for “NEW-Tourism” Approach
https://plus.google.com/communities/115312311917289487619
Zafer Cengiz has gained extraordinary experiences within Turkish Tourism development as multi-disciplinary expert and recently supporting professional media on 'macro analyzed articles' within the recent Decade.
He is a mediatic activist on patiently advocating the Turkish Tourism Strategy, as a member of Turkish Journalists Association TUYED in Istanbul.
