Hawaii is a destination that is highly affected by mass tourism with almost 9 million visits in 2016 and therefore tourism is one of the main contributors to the local economy. One of the main Tourism resources in Hawaii is its unique Flora and Fauna. Unfortunately, the large number of tourists visiting Hawaii every year lead to more and more degradation of the environment. It is estimated that about 60 % of the animal and plant species are considered endangered. Furthermore, the relationship between the locals towards tourists is quite tense and a lot of Hawaiians have a negative attitude towards tourists. Reasons for that are that too many tourists can lead to the loss of sense of place, in other words, people feel alien in their own home. Furthermore, mass tourism leads to increased land and living prices and other financial pressures which the local people cannot afford anymore.
Table of Contents
1. Introduction
2. Methodology
3. Current Situational Analysis
3.1. The Destination
3.2. Resources
3.3. Main Tourist Groups
3.4. Pull factors
3.5. Local Tourism Industry
3.6. Competitors
3.7. Main actors and Potential partners
3.8. Competition from other destinations
3.9. Products and services offered by the company
3.10. Distribution Channels
3.11. The company’s structure and number of employees
3.12. The company`s brand and image
3.13. Market Gaps
4. Development Plan
4.1. SWOT-Analysis
4.2. Development Goals and Company’s Vision
4.3. Smart Goals of travel2change
Broad Goal:
Specific:
Measurable:
Attainable:
Realistic:
Timely:
4.4. Modified Product
4.5. New Product
4.6. Target Group
4.7. Distribution and Marketing Channels
4.8. Further Requirements
5. Conclusion
Objectives and Topics
The primary objective of this study is to develop a comprehensive growth and development plan for the nonprofit organization "travel2change" in Hawaii. By analyzing the current situational context, including market gaps and environmental challenges caused by mass tourism, the work explores how the organization can enhance its impact through product modifications, digital transformation, and targeted marketing strategies to better engage millennial travelers.
- Analysis of the current tourism environment in Hawaii and the impact of mass tourism.
- Evaluation of "travel2change" as a social enterprise and nonprofit organization.
- Application of strategic management tools, specifically SWOT analysis and SMART goals.
- Development of new product offerings, including the "travel2change Week" and a mobile application.
- Focus on millennial travel behavior and sustainable tourism practices.
Excerpt from the book
3.10. Distribution Channels
The realization of the companies' goals lies not only in achieving specific production goals and a good communication with all stakeholders during the promotion phase. Moreover, it is very important to provide the finished products, in the right condition, at the right place and time. To meet these requirements and to further ensure the achievement of the companies goals a proper distribution system must be of highest interest (Szopa & Pękała 2012).
Furthermore, to ensure the understanding of how the distribution of products and services is understood in this paper it seems necessary to provide the reader with appropriate definitions. According to Saremi and Zadeh (2014) distribution channels are a "collection of affiliate organizations and individuals that place product or service to end-customers. Distribution channels connect the goods, producers and customers to each other" (p. 452).
Hill (2010) defines distribution channel in the same way: "Distribution channel – one or more companies or individuals who participate in the flow of goods and services from the manufacturer to the final user or consumer" (p. 93). Having this definition in mind the term distribution channel is sufficiently defined. In addition to the definition, it seems also necessary to distinguish the different options of distribution. To keep things simple, we use the basic division into direct and indirect distribution. When we think of direct distribution than the company sells its products directly to its customers, while indirect distribution includes trading companies (Segetlija, Mesarić & Dujak, 2011).
In the case of travel2change, the direct distribution is practiced, which means that all products are offered to the customers directly through the organization and its employees. The organization mainly distributes its products/services through its website (www.travel2change.org) and several different social media like Facebook and Instagram. Moreover, the organization participants in different fairs and workshops.
Summary of Chapters
1. Introduction: This chapter highlights the challenges of mass tourism in Hawaii and introduces the nonprofit "travel2change" as a facilitator of meaningful, sustainable travel experiences.
2. Methodology: This section outlines the research approach, combining theoretical management models like SWOT and SMART goals with empirical data and personal communications.
3. Current Situational Analysis: This chapter provides an in-depth assessment of the Hawaiian tourism landscape, internal resources, competitors, brand positioning, and existing market gaps.
4. Development Plan: This core section presents strategic recommendations, including a SWOT analysis, the definition of SMART goals, and proposals for new products such as the travel2change app.
5. Conclusion: The final chapter summarizes the findings, confirming that travel2change successfully addresses a market niche and provides recommendations for long-term growth.
Keywords
Hawaii, Tourism, Sustainability, Nonprofit, travel2change, Voluntourism, SWOT Analysis, SMART Goals, Millennial travelers, Marketing, Distribution Channels, Social Impact, Product Development, Environmental Protection, Market Gap
Frequently Asked Questions
What is the core focus of this publication?
The work focuses on creating a development plan for the Hawaiian nonprofit organization "travel2change," specifically aiming to increase its impact and bookings while maintaining a sustainable business model.
Which key thematic areas are addressed?
The main themes include sustainable tourism management, the challenges of mass tourism in Hawaii, the strategic role of social enterprises, and the specific travel preferences of millennials.
What is the primary objective of the study?
The primary goal is to provide actionable strategic recommendations to help "travel2change" stay competitive and achieve its mission of connecting travelers with local communities.
Which scientific methods are utilized?
The research applies strategic business analysis techniques, including the SWOT analysis for situational assessment and the SMART model for goal setting, supported by industry literature and expert interviews.
What does the main part of the document cover?
The main part covers a detailed situational analysis of the destination and the organization, followed by a concrete development plan proposing a new tour package and a mobile application.
What are the characterizing keywords of this study?
Key terms include sustainability, Hawaii, travel2change, voluntourism, millennials, social impact, and nonprofit strategy.
How does the "travel2change Week" package solve existing problems?
It solves the issue of spontaneous, last-minute booking by offering a pre-planned, fixed part of a traveler's journey, thereby increasing commitment and visibility for the organization before the traveler arrives in Hawaii.
Why is the proposed mobile app considered essential for the organization?
The app serves as a digital guide that provides information, facilitates direct bookings and donations, and offers offline access, catering to the needs of international travelers without constant internet connectivity.
- Arbeit zitieren
- Stefan Pöll (Autor:in), 2018, travel2change. Development Plan for micro tourism business, München, GRIN Verlag, https://www.hausarbeiten.de/document/449006
