Small Tourism Firms Research Articles

Sustainable tourism: the role of the small firm

Reports the preliminary findings of a study examining the relationship between issues of sustainable development and the operations of small tourism businesses. Indicates that detailed questionnaires were administered to owner managers of small tourism firms in the Yorkshire Dales National Park. States that the survey sought to establish information levels, attitudes towards sustainability, and action taken to protect the environment. Reveals that the research then sought to establish what characteristics of the firms and their owner managers might lie behind these. Suggests that although there is a lot of sympathy with the general principles of sustainability, there is general confusion around the term “sustainability” and even “environmental concern”. Reports a range of actions, but a lack of appreciation of how these might relate to a coherent business strategy, aggravated by a surprising lack of information, which is clearly something that needs to be addressed by the various public agencies in the field. Suggests that it may be possible to identify the characteristics of those business owners who are most likely to be receptive to the principles of sustainable tourism.

Developing a Strategic Marketing Plan for a Small Tourism Firm

Because of the dearth of both financial and managerial resources, many small tourism f m s are constrained to develop a competitive marketing strategy. They are continuously challenged by major multinational chains in the tourism industry both in marketing orientation and competitive advantages. This paper is designed to acquaint entrepreneurs and managers of such small tourism firms with the basics of marketing and offers practical hands-on advice on how to develop a suitable marketing strategy for competing effectively in the contemporary environment.

Community-tourism ties

Many small tourism firms lack the resources to create consumer awareness and must depend upon other organizations to provide consumer information. In order to examine this relationship, consumer information on charter and head boat fishing opportunities was requested from coastal chambers of commerce and tourism bureaus in Texas. Analysis of these materials indicated that responding and nonresponding organizations could not be differentiated using measures of local tourism economic importance and that some of the communities most dependent on tourism were not portrayed as attractive destinations. An area-wide strategy rather than a focus on a single community was suggested to increase attractiveness.