Tourism

While tourism has contributed much to the economic development of Queensland, it has also come at a cost (Sorensen  Epps, 2003 Turton, 2005). An important social cost associated with the development of dive tourism has been the displacement of ppeople living along the coast-line to create room for the development of restaurants, hotels and other facilities meant to cater for the tourists (Mograbi  Rogerson, 2007). The high number of divers touring the Gold Coast creates the need for sufficient facilities to cater for their needs. The development of these facilities has made many people living along or near the coast-line to sell their land to developers and relocate elsewhere.

Coral reefs were of great religious importance to Australias aboriginal communities which used the reefs and the coast-line for some of their rituals. With the advent of dive tourism, the remainining members of the aboriginal communities are unable to access the reefs, and even if they do, they cannot hold their religious functions in sites awash with tourists.

The most important environmental cost associated with dive tourism is the destruction of coral reefs (Worachananant, Carter  Reopanichkul, 2008). Physical contact with divers hands, fins and body equipment has been blamed for injuring corals and many other sessile benthic organisms (Rouphael  Hanafy, 2007). While the collisions are not violent enough to crush or kill large coral colonies, they are responsible for injuring and killing small colonies. When the corals are injured repeatedly, their healing or regenerative capacity is impaired seriously.

Another environmental cost is the deterioration of the water quality resulting from careless dumping of wastes by the tourists, wastes from the tourist facilities along the coast and pollution by oil from powerboats (The Economist, 2009). Recreational and accommodation facilities are necessary wherever tourists are visiting. However, not all tourists and facilities dispose of their wastes correctly so that some end up comprimising the quality of the water and the coastline.

Old economic world views see economic values from concrete things around. However, modern and enlightened individuals have thought through with the old thinking and dispelled some of their notions that have been in use for the past 100 years or more.

The new thinking brought about some advantages. The old thinking is like that of an authoritarian way of doing things wherein an individual (in this case the consumer) is constrained to what another individual (the producer) does because the latter imposes on the former his idea of values without the former necessarily giving consent to what the latter thinks.

The new service dominant logic not only gives more freedom to the consumer, it also saves the producer a lot of money. For example, producing things just in time when the consumer needs it saves the producer a lot of storage fees because he doesnt need to store things up, or allow for risks of spoilage or non disposal of that item because of the consumers refusal to take it.

Using the SD logic in the tourism industry presents a lot of liberating instances for both the consumer and the producer. For one, using the SD logic in this industry would allow the traveler to participate in planning for his trips, and perhaps enjoy it more or save more money. For the producer, investing on self service technologies would save him a lot of money otherwise spent for the salary of employees to facilitate the needs of the traveler.

But still, there are problems, especially in the area of customer relationship management as producers of travel services rely on the internet to accomplish travel transactions. However, there are areas that travel services can improve on and learn from, and perhaps still improve the overall experience in using SSTs in the travel industry. Online tourism is a field that holds a lot of potential for growth.

According to the World Travel and Tourism Council ( HYPERLINK httpwww.wttc.org httpwww.wttc.org), the tourism industry accounts for around 9.2 of total global GDP this year, to rise to 9.6 in 2020. It also contributes 8.1 of global employment, which will rise to around 9.2 in 2020. This industry is expected to earn around US1.086 trillion this year.

Tourism industry is one of the largest and most dynamic industries in the world. With the advent of the internet and ecommerce, it has become one of the hottest online commodities.

However, tourism and other global industries are still grappling with some issues rooted in the economic thinking of the past. This paper discusses the impact of the old marketing logic on global industries and the need to reorient economic thinking towards service orientation, especially on tourism industry.

The relationship within customers, markets, and companies in the traditional market mechanism

Adam Smith asserted that value resides in the goods inherent capacity to satisfy a customers needs or wants, or its capacity to acquire other goods. He also argued that a goods value is reckoned by the cost of labor provided to produce such good, in addition to the cost of factors of production incurred in coming up with such a product. (Scarlett, Adam Smith Theory of Value).

Marx proposed that goods become valuable because of their inherent utility. Firms, therefore, existed to make and sell goods, and thus create value to satisfy the needs and wants of the customers. Most innovations were geared towards the goods oriented system, rather than towards a service oriented economy. RD and technological innovations were done mostly in manufacturing firms. Goods and tangible things were the focus, and this marketing logic is inherited from an economic system that was created more than 100 years ago. Through efficient production and distribution of products companies maximize profits.
Goods dominant logic can be labeled as the manufacturing logic. Goods refer to tangible products such as appliances, tools, food, etc, and they are pushed with little or no concern about what the customer feels or thinks about the product. This kind of marketing orientation is geared towards meeting the needs of the customer without creating long term relationship with him. This puts across the message that the company produces the product wanting to make huge sales to maximize its profits.

In goods dominant logic, people exchange for goods which are operand resources and end products. The marketers try to penetrate the customers, as the recipient of goods, for them to buy the tangible goods that the firms produce. Value is determined by the producer which is embedded in the finished product, while relation between the customer and the firm is transactional.

In traditional concept, with market as a place of exchange and customer aggregation, customers and goods suppliers play their roles as consumer and producer respectively (Kolter page number). The company-centric and product-centric market is target for the suppliers offerings and hardly can one see the value of co-production and co-creation. With the change in marketing logic dominance, the service dominant logic suggests a shift in focus to value co-creation, intangible goods, relationships and experiences (Vargo and Lush 8).

The shift from G-D logic to S-D logic of marketing
Stephen L. Vargo, in arguing for the SD Logic, said that goods or the produced tangible things per se are not the reasons why we buy them. Rather it is the service rendered to us that is really the source of value. We also buy things because of the good experiences derived in using them, as well as the intangible benefits including the brand, social connectedness, self image, and meaning. Value for produced goods, determined by the customer, is perishable, and keeping inventory of tangible things depletes resources. Vargo explained that goods are not what we fundamentally own to exchange with others, but it is our services. He also pointed out that in goods-dominant logic, customer is secondary and seen as value receiver and destroyer (Service-Dominant Logic An Introduction).

Service is the application of competencies such as knowledge and skills to create values for somebodys benefit. In traditional GD logic, it enhances value and serves as add on to produced goods. It is characterized by perishability, intangibility, heterogeneity, and inseparability. In GD Logic, services are adjuncts of production and distribution.

Service, in essence, involves process. According to Vargo and Lusch, Service, then, represents the general case, the common denominator, of the exchange process service is what is always exchanged. Goods, when employed, are aids to the service-provision process (The Service-Dominant Logic of Marketing 26).

Advancements in information technology allow customers to vote for the car design that they like, and submit their own design as well. Customers nowadays participate in the creation of goods, and not just as end users of products.

The world is moving towards a more service oriented economy wherein customers have greater freedom to co-create goods and to interact with the firms making them. However, new business models, methods and tools are needed in a new economic order, including non-technological innovations such as new marketing or organizational concepts, or new types of delivery organizations, etc.

Co-production can be defined as an element of co-creation. According to Lusch and Vargo (7), co-production means the customer is undertaking production task(s) before usage and experience. In co-creation, Hilton and Hughes pointed out, customers receive benefits and derive value in using, consuming, and experiencing products.  

In co-production perspective, customers also act as producer and are involved with firms in creating products. IKEA, for example, emphasizes the importance of self service. Customers must assemble the product themselves with the materials and services that IKEA provides in order to experience the value of co-creation.

In co-creation perspective, value creation among firms and customers is essential. If firms are keen to advance their performance in terms of value maximization, they should make a balance between customers and their own operant resources such as knowledge, skills, and expertise. For example, empowered, informed, and proactive consumers can co-create the value of products with service providers through the processes of design, implementation, evaluation, and improvement. With interactions, assuming that firms understand the processes of customer value creation, firms can have better chances of knowing how and where they should improve their tangible and intangible products in order to meet service expectations effectively. Customers, on the other hand, can derive personalized products and have good relationships with firms.

The new trend of S-D logic in the market economy

Vargo explained that the service-dominant logic is a marketing logic that views service, not goods, as the focus. A new mindset requiring a shift in economic thinking, it views service as the application of competencies for the benefit of another entity (Alternative Logics for Service Science The Service-Dominant Logic Perspective). The shift occurs in the following areas

Shifting paradigm, GD logic to SD logic
Goods Dominant Logic Service-Dominant LogicGoods Service(s)Tangible IntangibleOperand Resources Operant ResourcesAsymmetric Information Symmetric InformationPropaganda ConversationValue Added Value PropositionTransactional RelationalProfit Maximization Financial FeedbackTaken from the Powerpoint Presentation  The Service-Dominant Mindset by Robert F. Lusch and Stephen L. Vargo

Basic to SD Logic is the shift in marketing focus from goods to services. Therefore, firms shift from selling maximum number of goods to maximum flow of service from the firm to the customer. The firm thinks about the service system by thinking about the configuration of goods, level of service or the network configuration to maintain a high level of service to the customer.

Another concept would be selling a solution, not a thing. That is, from tangible to intangible which sells the brand more, and the goods less. A static operand resource requires some operation for it to be useful and valuable, while an operant resource is dynamic and can produce a result or effect.

Exchanges between firms and customers, in the new SD Logic, are symmetric, not asymmetric. This kind of customer-firm relationship fosters trust because symmetric flow of information is promoted between firms and customers. Unfair advantage between trading partners is also discouraged in this new service logic. Furthermore, communication between firms and customers is transformed from propaganda to conversation because firms are encouraged not just to talk to customers but to listen to them as well, Lusch and Vargo said ( The Service-Dominant Mindset). Furthermore, the new SD logic sees all businesses as service firms.

Here are the foundational premises of the SD logic according to Lusch and Vargo
Foundational Premises of SD Logic by Stephen L. Vargo
PremiseExplanationJustificationFP1Service is the fundamental basis of exchange.The application of operant resources (knowledge and skills), service, is the basis for all exchange. Service is exchanged for service.FP2Indirect exchange masks the fundamental basis of exchange.Goods, money, and institutions mask the service-for-service nature of exchange. FP3Goods are distribution mechanisms for service provision. Goods (both durable and non-durable) derive their value through use  the service they provide.FP4Operant resources are  the fundamental source of competitive advantage The comparative ability to cause desired change drives competition. FP5All economies are service economies. Service (singular) is only now becoming more apparent with increased specialization and outsourcing.FP6The customer is always a co-creator of valueImplies value creation is interactional.FP7The enterprise can not deliver value, but only offer value propositions The firm can offer its applied resources and collaboratively (interactively) create value following acceptance, but can not createdeliver value alone.FP8A service-centered view is inherently customer oriented and relational. Service is customer-determined and co-created thus, it is inherently customer oriented and relational. FP9All economic and social actors are resource integrators Implies the context of value creation is networks of networks (resource-integrators).FP10Value is always uniquely and phenomenological determined by the beneficiaryValue is idiosyncratic, experiential, contextual, and meaning laden.

Taken from the Powerpoint Presentation Service-Dominant Logic An Introduction by Stephen L. Vargo.

The SD Logic is a paradigm shift in marketing and might be a precursor for a new economic system that integrates goods with services. This customer centric marketing logic collaborates with and learns from customers, adapting to their individual and dynamic needs, so that value is defined and co-created by them rather than embedded in the product.

The essence of co-production and creation value development
The SD logic is often identified as the logic of co-creation. Here the customer is transformed from a passive audience to an active player. The consumer is involved in the creation of goods, from designing to consumption. He is also engaged in a dialogue with supplier in every aspect of the production-consumption process. Here value is created from experiences rather than products and services, and value is not about conventional advertising, but building processes to support customer experience. The development of the internet has provided an avenue for the consumers greater participation in designing products (Payne, et al. 379).

Their experiences develop, reinforce or alter the customers ability to co-create. External or supplier-initiated factors can cause customers to alter their behavior and existing practices in adopting new processes the model refers to these processes as customer learning. For example, the processes that retail banks use to help customers understand the value of switching from branch-based banking to online banking illustrate this form of learning. While the benefits of using on-line banking may appear obvious, a cognitive approach based on explanations and directions is unlikely to work satisfactorily by itself. Only by engaging the customer in a co-creation experience, and by learning from this experience, is the customer likely to change his or her routinized banking behavior. Suppliers who understand the nature of customer learning can develop processes to support and improve a customers capability to co-create.. (Payne, et al. 380).

Operant resources are vital in the SD logic. These are core competencies such as technology, knowledge and skills that can be used to create values on operand resources. Value creation becomes the driver in building of brands built around the customers rather than companys requirements. Branding is built more on relationship and based on consumer-brand interaction.

The customer can have greater involvement in co-creating a brand by contributing innovative ideas and co-designing it, thus deeper bond can exist between him and the brand.

Brand identity is co-created with consumers and other stakeholders and this element of co-creation is especially apparent in consumer groups such as brand communities. Typically, these groups become active carriers of brand meaning, rather than followers of the companys idea of the constitution of their brand (Payne, et al. 380).

Enhancing brand awareness through consumer relationship management
Customer relationship management as a philosophy and a way of viewing customers should never be seen as an addition or adjunct to a business but should be seen as a business strategy to increase customer loyalty. CRM supports the functions of marketing, sales, and service, and its successful implementation presents a lot of benefits to the company, which includes
 reduction of customer communication cost
 reduction of administrative and operational costs, through promotion of self-service
facilities
 improved sales through better market segmentation
 recognition of high profit customers
 improved customer satisfaction
 greater customer retention
 employee satisfaction
 improved access to information within the firm (Stockdale 208).

Consumers form attachment with brands mirroring their social relationships. Relationships are defined as a sequence of interactions between parties where the probable course of future interactions between them is significantly different from that of strangers. Even though peoples relationships with brands do not necessarily share the same richness and depth as their relationships with human partners, they can interact with brands as if they have a relationship with them (Payne, et al. 380).

Service quality and customer satisfaction are considered the crux of marketing theory and practice. Companies continually assess customer satisfaction of their products in the belief that a satisfied customer becomes a loyal customer, and may even result in additional customers through word of mouth referral from the satisfied customer (Bowden 63).

Customer satisfaction, however, is not in itself sufficient to encourage repeat visits and purchases Research has found that factors such as relationship benefits or product attributes, previously thought important to customer satisfaction, do not necessarily affect customer retention. It is the customers perception of value and their previous purchasing behavior that contribute to retention (Stockdale 209).

Friendship and loyalty, or some of their semblances, are required from the firm. Discounts and perks offered by the firm proved to be insufficient to retain customers loyalty. Customerprovider relationships is dynamic and complex, and where customers invest loyalty in the firm they subsequently act to protect or justify their investment (Stockdale 209).

Efficient communication is essential element in customerprovider relationships. For a long-term interaction to be maintained mutual understanding is necessary. Customers require accurate and complete information, good access, information searching facilities, prompt system response and reliable service if they are to commit to any online firm (Stockdale 209).

service technology as the future trend in the market
Technology plays an increasingly important role in todays fast paced world. More customers use services facilitated by technology rather than human beings. These technology facilitated services are referred to as self service technologies (SSTs) which are interfaces enabling customers to access services without the involvement of a human employee. Automated teller machines (ATMs), telephone banking, automated hotel checkout, and services over the Internet such as Federal Express package tracking are examples of SSTs.

The emergence of SSTs
Fast-food restaurants are developing electronic self ordering, while shoppers can purchase products over the internet without having to visit a store or talk to an employee. Rather than going through the traditional court system, an automated kiosk can now facilitate divorce or even evict a tenant. Technological advances will be a critical component of customer-firm interactions, and are expected to become a key criterion for long-term business success.

Before SSTs become prevalent in recent times, to accomplish the service, a human employee and the customer are usually involved doing interpersonal interaction (Meuter, et al. 51).

Types of SSTs in the market
Video or compact disc (CD) technologies, direct online connections and Internet-based interfaces, interactive voice response systems, telephone-based technologies, and interactive free-standing kiosks are some of the SSTs today. They are either used individually or in combination with other technologies. A company may provide a CD enabling a customer to view products or services linked directly to a website for more information or ordering. In similar fashion, through an automated telephone system a customer may buy a mail-order item and track package delivery time through a website that tracks packages automatically.
SSTs are provided by companies for a variety of purposes. Some forms of customer service are now available with the enablement of technology. Customer services provided through SSTs include questions regarding accounts, bill paying, frequently asked questions, and delivery tracking.

Direct transactions are rapidly growing arenas for SSTs. Through technology, customers can now order, buy, and exchange resources with companies without any direct interaction with the firms employees. Examples are Charles Schwabs online trading service, Amazon.com, and the Sabre Groups Travelocity. Internet-based transactions are rapidly growing for both consumer and business-to-business sales.

Self help, the broad category which refers to technologies enabling customers to learn, receive information, train themselves, and provide their own services, is another field using SSTs. This includes health information websites, tax preparation CDs and software, self-help videos, and telephone-based information lines. An example would be GE Medical Systems providing video and satellite-television-based just-in-time training on its equipment for hospital and clinic customers, enabling customers to train themselves at their convenience (Meuter, et al. 52). SD Logic within the tourism industry

The travel and tourism industry players, at the forefront of internet business development, are presented with new challenges in this new marketing medium. Traditional firms now invest in e-commerce strategies, giving rise to the emergence of new online agents. Customer self service technologies increased rapidly resulting in consumers being able to plan and book their travel requirements with little direct human interaction. The role of online intermediaries dramatically changed from selling travel products to booking services and facilitating information searches. A study on online intermediaries found that respondents believe the internet offers opportunities to identify market segments more closely, reach a wider market and develop closer relationships with customers (Stockdale 205).

Tourist behaviors changed, with consumer loyalty to a particular site down to low levels as they appear motivated by the search for bargains. Customers move towards reliance on self-service technologies with higher expectations on customization, value, choice, and convenience.

The intensely competitive electronic environment emphasizes the need to manage customer relationships for firms to gain competitive advantage (Stockdale 205).

The development of S-D logic, co-production, and co- creation value creation in the tourism industry
Booking a travel package with the travel agent is a good example of co-production and co-creation. When planning a travel, customers can initially design a plan to show their interests, and expectations. They can discuss with travel agents such issues as destinations, flights, hotels or resorts, preferred restaurants and pubs, and special indoor and outdoor activities. Through the processes of schedule design, agents can know better the tastes and desires of traveling individuals based on psychographic, demographic, and geographic attributes. Agents may then be able to provide personalized and suitable trips to fit on customers appetites. Once satisfied, not only does the firm know its customers better, but the latter may have good experiences and relationship with the travel firm, creating the value of co-creation. In this light, not only sales and benefits are built, but also relationship and brand loyalty in the long run. In essence, service dominant (S-D) logic represents the value of intangible resources, co-creation, and relationship with service providers, instead of a simple marketplace for product exchange.          

Self service technologies as the future trend in tourism industry
People love self service technologies. They provide quick service and more convenience to the customer. It provides autonomy, privacy and the freedom from facing unpleasant interaction with a human employee. Aside from these benefits, they give the customer more control, flexibility and efficiency, while the firm using self service technologies saves on operating cost, increases customer satisfaction and identify more easily the profitable customers (Stockdale 205).

Self service technologies have become prevalent in the information rich travel industry. Twenty seven percent of US travel was booked online in 2004, while in the UK, the figure is about 40 percent. More and more people are seeking travel information independently online.

Firms are developing online businesses rapidly, too, and are effective in implementing self service technologies. Hotel chains and airline companies are implementing online booking to save on commissions from sales agents (Stockdale 207).

Why and how self service technologies are adapted in the tourism industry
Automated teller machines, self-fill petrol pumps and other SST offerings have become widespread nowadays, but the development of the worldwide web pushed self-service technologies to a new level. The ability of customers to do online purchasing and to gather information has increased with the use of the web for business. The aim of self-service technologies, from a consumer perspective, is to enable them to access all needed information for them to do business with a company.

According to Parasuraman (1996), it seems that mass markets are progressing from traditional people to people contact service to people to machine interaction, which means customers have more means and higher requirements on the quality of their products and the value they receive. Self service technologies (SSTs) are now prevalent in the modern society where airline, banking, quick serve restaurants, hotel, tourism, and supermarket industries make SSTs accessible and available to meet customers needs (Meuter, et al. 51). For example, SSTs in the tourism industry benefit tourists by time savings, better pricing, convenience, availability of the desired destination, and avoiding argument with service providers through e-booking. Travel firms using SSTs in arranging customized products and services according to customers needs also witness growth in sales. Through SSTs, travel providers have better control over service resources allowing them savings on investments on redundant resources needed for face to face interaction service.
   
Meuter, et al. (52) stated that the functions of SSTs can be divided into different categories according to distinctive technological interfaces (telephone, internet, kiosks, and CDs) and purposes (consumer services, transactions, and self-help) that customers use them for (See table 1).
Table1.
Technological Medium
PurposesTelephoneInteractive
Voice ResponseOnline InternetInteractive KiosksVideoCDConsumer serviceTelephone banking
Flight information
Traveling information
Package tracking
Account information
 Booking trips
 Updated traveling newsATMs
Hotel checkout
 Flight check in
 Weight scaleTransactionsTelephone banking
 Making a reservationRetail purchasing
Financial transactions(On line payment)
Pay at the pump
Hotel checkout
Car rentalSelf-HelpInformation telephone
linesInternet information
search
Distance learningBlood pressure machines
Tourist information Tax preparation
software
 Television
CD-based training
Table1 taken from  HYPERLINK httpweb.ebscohost.comehostpdfvid11hid3sid039e50da-01a1-4055-a918-55187e56c656sessionmgr11 httpweb.ebscohost.comehostpdfvid11hid3sid039e50da-01a1-4055-a918-55187e56c656sessionmgr11

Self service technologies in E-tourism
The number of travel players has increased bringing about a tremendous increase in competition. The battle for consumers has become fierce, so has the need to retain customers. The need for online customer relationship management built within self service technologies has become a need to gain competitive advantage in this modern fast-paced world (Stockdale 207).

There is a need to cultivate a strong brand identity and to enhance customer loyalty. This requires that the firm understands that online SSTs over the internet is a medium centered on the customer who should be considered more as a partner than as a target for making sales.

Customers want to be loyal as they intuitively prefer and has a sense of security in established brands. Thus, they are willing to invest more on brands that can be trusted. However, in the online environment, this loyalty can be traded with anonymity and the hunt for bargains. Despite these facts, there is big potential for customer loyalty in the online world as many customers want to avoid uncertainties (Stockdale 207).
There is, therefore, a need to manage relationship with customers in the online world.

The impact of ICTs and E-commerce to the tourism industry

The development of information and communication technologies (ICTs) brought new innovations to the way businesses do things. This influences the development of the tourism industry as well. Traditionally, outbound and inbound travel agents give out travel information through TV advertising, radio, and telemarketing ( HYPERLINK httpwww.sciencedirect.comscience_obArticleURL_udiB6V9R-44CNNFP-3_user122866_coverDate062F302F2002_rdoc1_fmthigh_origsearch_sortd_docanchorviewc_acctC000010082_version1_urlVersion0_userid122866md590c869636d14b2aa6e27741d4861fe46 l bib5bib5 Buhalis and Laws 2001). However, travelers seem unavailable to arrange trips by themselves, and they could only rely on travel agencies which designed travel packages and booked reservations for them through computer systems linked to the global distribution network.

Such complex processes need to be improved. Thanks to e-commerce, B2B and B2C, work efficiency has witnessed a considerable improvement in performance. For example, e-tourism is a strategic and operational innovation in the tourism industry which advances the systems of information sharing, communication, transaction, and marketing research services. E-tourism introduces four main types of travel websites accessible for customers worldwide (Buhalis and Licata 210). The first one is websites of individual suppliers such as those of British Airways and Holiday Inn hotels that allow customers to directly make online reservations. The second one, such as in the case of Orbitz.com, is for multi-suppliers for airlines, car rental companies, and hotels which may cooperate in providing services on the same website enabling customers to link to them. Web pages of travel destinations are also available for tourists planning their trips using the internet. Finally, a variety of travel agencies such as Liontravel.com in Taiwan also provide relevant services through their websites. The internet seems to be a potent tool to advance sales performances in the tourism industry.      

Advantages and disadvantages of SSTs in E-tourism
With the development of e-commerce, customers now have better chances to design and decide their own trips based on desired prices, places, time and transportation through the online booking system. Because tourists have different points of view on value creation, they may choose transportation services like budget airplanes, but have higher quality requirement on hotels. If e-commerce is available, they can plan their own trips according to their needs, through the internet, and with different suppliers.

Meanwhile, travelers can gather all needed information through online travel pages to do business with suppliers. Customers can also save money in booking flights and rooms online and directly with service providers without extra administration fees collected by travel agents.

Finally, saving time is also possible through self-service e-commerce. Many airlines have available self service technology such as self check-in machine to save customers time in queuing (Stockdale 210). Through self service e-commerce, customers can benefit from the value of co-creation where firms sell customized products to satisfy customers needs, wants, and desires.        

In the firms perspectives, if customer relationship management has been adapted and emphasized by service providers through the self-service platform on the internet, they can also derive benefits from it. Firstly, with self-service e-commerce, services providers can better understand the marketing segments, especially the high profit ones. For example, Lion Travel targets their main customer segments by designing well their web pages, through which customers can derive more information about the most popular travel packages, destinations, as well as reasonable prices in different seasons.

If customers have questions and inquiries, companies may be able to include FAQs in their websites, from which companies can put the answers to the customers most frequent asked questions (Stockdale 212). In addition, companies can provide social network systems such as MSN, Skype, and Yahoo Live messengers to answer questions and provide booking services to customers directly on the internet. By doing so, companies may save money on extra investment in communication with customers.  

Other advantages on the part of the firm using self service technologies includes savings on operating cost, increased customer satisfaction, the potential of higher bookings, return customers and the development of loyalty, if the company is able to develop an effective online self service.

Despite these advantages, however, there are a lot of disadvantages that the industry faces in using SSTs. Firstly, SSTs are usually technology based, and like other technologies, they can destroy businesses if they do not function well or are not properly designed, or if the technologies carrying the business is out of service. It also seems that majority of the customers still prefer person to person contact. Self-service will never eliminate the need for call centers and the need for live agents, Stockdale noted (207).

Stockdale explained that in 2007 around 70 percent of online retailers lack comprehensive CRM strategies. This is also likely in the tourism industry, which means many traveling companies still fail to efficiently respond to customers online questions. Because of this failure, it seems hard for travel and tourism firms to create and maintain customers loyalty and trust.  

Conclusion
The increasing attention on customers requirements on the perceived value that firms provide is driving the shift in the current marketing orientation from goods-dominant logic to service-dominant logic. In the S-D logic, customers emphasize not only tangible products, but also the intangible products such as services and experiences through interactions with service providers. This concept considerably affected the tourism industry.

With the advent of new technologies, self-service technologies have been changing customers behaviors. They now focus on control of value creation while developing products and benefits contributed by firms through machines such as self check-in kiosks in many airlines. Furthermore, since the coming of the dotcom era, businesses seem to have unlimited potentials. Firms and customers benefit a lot from the potentials of e-commerce.

Online CRM (e-CRM) is an area where the travel industry needs a lot of improvement. For some companies implementing e-tourism can be a difficult task, but there are some possible solutions that tourism firms can implement, such as providing employees training in efficient response to customers messages. SSTs and e-tourism still present the tourism industry with a lot of potentials for customer loyalty and trust, and a lot of profits as well.

This is a small start up company with limited funds. Company operates from New York. The company offers different tour and travel packages for the college students. Company aims at providing its client with unforgettable tours memories and experiences. The company have planned and offering unbeatable deals. It is decide that the service of the company would be maintained at high level. The main product of the company is five days tour package for the college students, in which they can enjoy every moment of the tour.

Company also offers luxurious night out of the City for the new students in various colleges. New York City is very beautiful city. Food, dance, music and activities are included in this package too.

Business Environment
The social trends are most likely to affect the tourism industry. It is a rapidly developing confluence of technology, content, business models and participants that is hard for any one person or company to keep a handle on. There are various developments going on in various areas that can have relevance with the project and it re  having several leading minds talking through the latest developments and their relevance provided some meaningful insight. (Ackermann, 2009)

The global economic, political and other conditions may adversely affect in consumer spending and cross-border travel. These conditions may adversely impact the companys revenues, operating results, prospects for future growth and overall business


SWOT Analysis
Strength
Companys main motive is to satisfy the customers by giving them better services. Company strength is in providing best quality service. Each and every requirement of the customer should be fulfilled like air tickets, visas, travel insurance, foreign exchange or any other special assistance. The company provides proper information to keep the client updated regarding various relevant information. They are informed about promotions of the airline. Company believes in clarity of information and transparency in the communication and costing.

Weakness
Limited financial resources are one of the major weaknesses. The company is a start up company. There are varieties of services that company is planning for future such as services on air ticket, visa, travel insurance, any tour package. At present these have not been started due to the financial restrictions. The company can face problem to clear its expenses like payment to the airline, fee of the embassy, travel insurance cost and other office expenditure also. The Travel industry depends heavily upon the overall level of consumer, business and government spending.

Opportunities
The services for students are very limited. The quality of services is not up to the level of satisfaction. The choices are very limited for the student travellers.

Threat
If the large player start providing me too services, this service will lack the USP. This is the major threat as these major players will have sufficient funds to include more choices and options. Apart from these there are factors like economic environment, social environment, environmental factors that can lead to uncertain circumstances.

Target Customers
The target customers for the organisation are the college students. Company try to give some attractive deals like lower price, some complimentary offers (breakfast and dinner may give them free with package).

Company is also planning to offer them half day sight- seeing or one day sight- seeing services or the same services as complimentary with bigger packages. These kinds of offer may attract students to take tour package from our company.

Conclusion
Economy of service industry is growing. The trend of spending on travelling and exploring different places are increasing among the youths. There is gap in the services available to the target customer group. This will help the organisation to start and grow and cover its financial ambitions.  The company try its best to give full satisfactions to their clients and also give necessary information that they want.

Given the numerous considerations that need to be attended within the food  beverage industry, applying proper management strategies remains to be an essential facet shaping development and growth. Here, it coincides with recognizing and applying proper methods in efficiently addressing its corresponding goals and supplementing the process with effective leadership and direction. The article by Kupper and Batt illustrates these relationships as they try to apply the value of quality assurance (QA) programs within its dynamics.

Analyzing the study, it can be seen that the main objective of this study is to identify the feasibility of using QA programs in addressing competitiveness in the FB industry in Australia. It caters to the realization that by optimizing these processes accordingly, it can lead towards greater utilization of mechanisms that can limit wastage and complement the direction towards enhancing safety, maintenance and quality control (Kupper and Batt, 2008).

To achieve this, the study looked into the standards related with Australias food  beverage industry and sought to relate it with the mandates and consensus within the international community concerning its implementation and related quality assurance mechanisms (Kupper and Batt, 2008). Here, the study has seen limited companies and groups seeking to apply QA programs due to its relative costs and the numerous restrictions it had to adhere from as it relates to legal issues, resources, etc.

However, the study argued that these constraints can easily be addressed provided that FB companies realize its potential in supplementing their goals and interests. Here, careful planning and collaboration is indeed necessary. At the same time, this can also provide meaningful instruments for management to designate, prioritize, and further carry out specific objectives that are necessary for growth and increased commitment (Kuper and Batt, 2008). Thus, the application of this endeavor not only coincides as an essential avenue for development but also continuously realize the FB industrys role in continuously seeking out patterns for providing increased safety, responsibility, and accountability to the market it seeks to serve.

The objective of this paper is to explore the different segments of the food service industry and the current issues they are facing in terms of economic, social and global aspects. It also aims to identify the characteristics, similarities and differences between QSRs or Quick Service Restaurants, casual dining restaurants and fine dining restaurants. This paper also aims to serve as a valuable resource to gain better understanding of the most common concerns of the food service industry and what possible business approaches would be most appropriate in order to address them.

Food service is categorized based on the level of service customers can expect such as the manner in which the food is served, the quality and type of food being offered and the over-all ambiance among many others. Basically, there are 3 major categories of food service. Although some have sub-categories and categories that fall somewhere in between two major categories, the objective of this paper is to identify and describe only the three major ones namely QSR or Quick Service Restaurants, Casual Dining and Fine Dining Restaurants.

Quick Service Restaurants are more commonly known as fast foods and take out (take away) food counters. Fast food operation can go from small-scale food vendors in carts to franchised corporations. The customers normally order food directly from the vendor or counter. The concept of self-service is applied in a QSR. The most popular QSRs are McDonalds, Kentucky Fried Chicken, Hardees and Subway among thousands to millions of others worldwide.

Casual Dining Restaurants is a category of food service that features reasonably-priced food served within a casual atmosphere. Such restaurant provides table service and covers a market segment that goes in between QSR and fine dining restaurants. Basically, a casual dining restaurant has a full bar that has its own staff, a wider range of beer menu plus limited choices of wine. In most cases like in the United States, such establishments are not part of a huge chain. Some of the most popular casual dining restaurants are Charlie Browns Steakhouse and Outback Steakhouse.

Fine Dining Restaurants are characterized by the full service that they provide. They also feature specific dedicated meal courses. These restaurants offer a sophisticated ambiance. The decorations are made of high quality and expensive materials. Fine dining restaurants offer an atmosphere based on the restaurateurs style and taste. They have highly trained staff in formal attire. In most cases, such restaurants operate under the small business category wherein they are only on single-location operations or on few locations. Some of the more popular fine dining restaurants are The French Laundry in Yountville, California, La Bernardin and Per Se in New York and Spago in Beverly Hills among others (source VacationRentals.com, 2010).

Considering the fact that QSR, Casual Dining and Fine Dining Restaurants all fall under the food service industry, it is clear enough that people primarily visit them to eat and satisfy their hunger. Other common reasons why people visit them is to have a unique dining experience, to celebrate occasions, satisfy their cravings and enjoy a hearty meal with the whole family or with a bunch of friends. The other possible reasons why people go there are they serve as a perfect meeting place, as a venue for business meetings or for a date. All these food service sectors cater to peoples needs wherever food is concerned.

However, despite these similarities, they have major differences as well in terms of their food pricing, level of service, target market and positioning in the food industry. Clear enough, QSRs are more accessible to the public and they cater to all kinds of people across different social standing  from high class to middle class all the way to the lower class. The reason for this is because they are the most affordable among all food sectors. Another is because they are universal and since they are the most easily accessible to the public, they are also the ones that are known as huge corporations. Most of them have expanded to all parts of the world. McDonalds is the most classic example. Moreover, QSRs offer food choices that are standard favourites like fried chicken, salad and sandwiches, burgers, fries, ice cream sundaes and pizza. They are also well-known for their meal combos that consist of a meal and drink. They also have menus especially for children that feature freebies like toys. Such promotion can easily attract the general public. A typical individual with an average income can still afford to eat in QSRs at least 4-5 times per week.

Casual dining segments fall on the moderately-priced food sector and are ideal for those who prefer to dine with table service. They offer a decent dining experience at a reasonable price but still, not all individuals can easily afford them. A person with an average income can afford to dine in such restaurants around twice in a month or once a week being the most.

Fine dining segments, on the other hand, offer a formal and sophisticated dining experience. Thus they are more quiet and intimate and ideal for very special or rare occasions. Compared to a QSR, a fine dining restaurant is a luxury in itself. While QSRs are swamped with customers almost every day, most fine dining restaurants require a reservation.

In the face of economic crisis, QSRs are the least affected in terms of the financial issues that consumers are experiencing and the fine dining segments are the ones most likely to get affected. It is an issue between necessity and luxury. Food is a basic necessity for all people while ambience and table service are luxuries.
From this point of view, it is apparent which of the food sectors is most likely to survive the global economic crisis. More than that, accessibility and affordability are the utmost concerns of the citizens at this point in time. Practical-wise, it is very easy to see where people would most likely to spend their hard-earned money when given a choice between a budget meal from a fast food chain and an entre from a fine dining restaurant. In fact, the hard times had caused even the fast foods to raise their prices for their menu.

The implication of the current economic crisis to food service is that with fewer people dining in restaurants due to household budget constraints or worse, lack of job some sectors of the food industry are bound to go down. Casual dining and fine dining will most likely be given up by an average person to make way for more important expenses. The level of affectation varies the fine dining segment being the most affected and therefore is most likely to experience the biggest loss followed by the casual dining segment which is moderately affected and the QSR is the least likely to go down. Families that used to dine and celebrate occasions in fine dining restaurants will probably find a more practical choice in casual dining restaurants where table service is also offered. Fine dining will be left for very rare occasions which could only be once to a few times per year for the average individual.

Applying this analysis to the three restaurants that we visited Chipotle, Seasons 52 and Mortons Steakhouse, it is apparent that Chipotle offers the most affordable choice. Being under the QSR segment (it is also categorized by some as casual dining), Chipotle is more accessible to the public as compared to Seasons 52 which features a casual elegant dining experience and Mortons Steakhouse which is categorized under the fine dining segment.

Seasons 52 can be categorized somewhere in between casual dining and fine dining with its sophisticated fresh grill and inviting wine bar. It offers a great dining experience for families and caters to people of all ages. Service is good with very courteous staff and the menu offers a variety of food choices ranging from affordable entrees all the way to their premium products and their selection of wine. Over-all, the ambience is warm and presentable. It also promises a nice and comfortable casual dining experience.

Mortons Steakhouse is the most expensive choice among the three restaurants mentioned. It offers private dining and it is the perfect solution for business, corporate and social occasions. Customers can enjoy a signature menu selection, unparalleled service and state-of-the-art audiovisual capabilities. It is also ideal for families however, to a limited extent since it is exclusively a fine dining restaurant. Reservations are required most of the time. It features exclusive Prime events, Celebrity Servers and Lunch with a Legend. Lastly, it offers a wide selection of wine, private dining menus and a featured recipe. Prices are premium and on the high end which is typical for fine dining segments.

Naturally, a rational person who is on a limited budget would rather eat than drink fine wine. Eating good food is a necessity but drinking fine wine is a luxury. Again, it only boils down to a choice between necessity and luxury. For Chipotle, Seasons 52 and Mortons Steakhouse to do well in their respective businesses, it is important to recognize what is really more important to the consumers and then find a way to address that. They have to concentrate more on what their target customers are willing to pay for. Promoting products that customers cannot afford or are least likely to purchase given the economic situation, can only drive customers away. Sensitivity is important. Still, since they are from different food service segments, it is essential that they work on their marketing plans according to their positioning in the market. In this manner, they can preserve their entire concept of dining experience.

The success of various food sectors can be measured by what necessity they can offer to their customers, their uniqueness, their sensitivity to their customers needs and the accessibility of what is in their menu. Their operation can be affected to some extent. However, with proper adjustments and with the right marketing strategy, they can still maintain successful operations. A little inter-action with the customers with consideration to the present economy matters to a great extent along with better understanding of what customers are willing to pay for. These are important in order to establish a connection with them and to keep the business going at the same time. One idea is to develop marketing plans that promote customer loyalty as well as schemes that dwell on social and economic awareness. An expression of concern to the general public is a good way to reach out and attract customers.

Marketing process

Using the five P s of marketing mix we will try to emphasize the World cup organizations objectives and satisfy consumer needs. The five Ps are namely product, place, promotion, price and public relations. The World cup event itself is the product being offered to the target market.This event is already established has a massive global appeal, looking at the previous years viewership rates. Next is to decide where the event will take place. The placement of the event is very important to ensure that ticket sales target will be met or better yet exceeded, since the World Cup events are already has created a niche globally and soccer has been designated as the most popular sport, the plan would be to branch out and showcase their event in other parts of the world to also enter the global market which is definitely an untapped resource the targeted place will be South Africa, which is the first time an African nation will host the tournament.

Promotion of this particular event is very crucial as well, even though World cup ( the product) itself  has already a cult following, it is still necessary to use Mass selling through advertising and publicity using all the available media to potentially attract more viewership and meet gate sales on the place chosen. Advertising cost may definitely increase, but with proper execution it can also translate to high revenue generation.

Price is also a big consideration, given the significance of the World cup event a marketing research should be conducted to understand its potential target consumers, since people from different countries may not pay the same amount of ticket prices on the events. Public relations is also similar to mass selling as it endorses the sport of soccer through publicity.

Internal and External Contingencies
In order to prepare for the unexpected on such a momentous event, the World cup or FIFA organization should also identify first Internal contingencies such as organizations vision and mission which basically is to promote and market World cup and the sport of soccer to the world, and also its organizational objectives by possibly replicating strategies employed to previous events success. External contingencies should also be studied, analyzing factors like demographic trends , political or legal policies and laws on the target host country and also forms of media like the internet or technology that can affect the entire marketing process.

To gather and analyze data for both contingencies is that FIFA as an organization can conduct an Environment Scanning which is an important strategic marketing process that they must employ to identify trends on soccer for their target market. Another method that must be employed is a Swot analysis  this technique can determine determine strengths, weaknesses, opportunities, and threats for the entire strategic marketing process and for the World Cup event itself.

Importance of Marketing Research
With the marketing mix of the five Ps as guidelines, next course of action should be a marketing research, This step is paramount to ensure success., by defining first the problem or the information they need FIFA can easily identify on which information they need, such as trends, will the sales on viewership and gate tickets meet or better yet exceed projections Next would be the data collection in which they can either use primary data by conducting surveys themselves or use secondary data resources available to gather information.

Chapter 1 Introduction.

1.1 Introduction.
Times have changed and as the generations continue to pass numerous things change. There are technological changes, fashion trends change and the tastes and preferences of people continually change. This therefore indicates that the factors that could be considered by the earlier generations when selecting a hotel for business purposes have changed and that is why this paper seeks to determine the key factors that generations X and Y could consider.

1.2 Statement of the problem.
The rapid changes occurring on a daily basis have affected the activities in the business sector and the hotel industry has not been spared.

1.3 Rationale of the study.
This study is aimed at looking at the factors necessary either when one is looking for a hotel to carry out business or a hotel to eat from or for accommodation. The study is therefore important to travelers either on leisure or on business and for businessmen or entrepreneurs seeking to invest in the hotel industry. The study will provide a guideline for the customers since they will know how to establish whether a hotel is fit for them to book in or whether the entrepreneur will do good business if he or she invests in a certain hotel.

1.4 Objectives of the study.
The study is aimed at
Establishing whether there is any change in the hotel industry.
How the changes have impacted on the hotel business.
Are there any foreseeable changes in the near future

1.5 Research questions.
Are there changes that have occurred in the hotel industry in the recent years
How have the changes impacted on the activities of the hotel industry
Are the changes positive or negative
Does the hotel industry have any future
As time passes are there going to be more and new changes
How are customers impacted by these changes
What must the hotels do in order to survive

1.6 Hypothesis.
The factors entrepreneurs used to consider have changed with time.

1.7 Definition of terms.
According to the businessdictionary.com a hotel is any business enterprise providing guest services, meals, drinks and lodgings. For a business to qualify as a hotel it should have at least six bedrooms to let. In addition, the business should also have at least three of the bedrooms with private bathroom facilities.

According to Yourdictionary.com a hotel can be defined as any commercial enterprise with the aim of providing meals and lodging especially to people on transit.

Factors can be defined as something that contributes to the accomplishment of a task. Something that leads to another occurrence. This definition is derived from the free online dictionary, thesaurus and encyclopedia.

1.8 Assumptions.
The study is restricted to a few number of people who are interview but then their response is used to generalize that it applies too all the people born between early 70s and late 80s.

1.9 Limitations.
Due to the other activities the researcher is expected to attend to during the semester he or she cannot be able to involve a large number of respondents. Secondly, the time is not enough to interview so many respondents.

Chapter 2 Literature review.
Shaw (2010) states that in addition to the price customers consider location, safety and the amenities in the hotel. This means that the X and Y generations should select a hotel which is easily accessible through road, air and if possible water. The hotel should also be near other facilities such as lodgings for the users of the hotel to get additional rooms if they are not enough. With the recent advancements in technology it is also important that the hotel offer internet connection in the rooms. This is because most travelers nowadays carry their laptops or palmtops wherever they are.

Additionally, she states that adequate security measures should be put in place so that the customers feel secure during their stay in the hotel. The reception desk should be manned twenty four hours and no private information should be given to anyone seeking the customers. The guest rooms should not be accessed by intruders who would otherwise cause insecurity. To cater for customers who move around with large sums of money there should be safes located in the guest rooms.

The world has become a global village and any business enterprise should aim at reaching the wider global market. Therefore it will be necessary to consider globalization at this juncture. Globalization has enabled people to travel far and wide and thus anyone starting a business should understand its impacts. It has the following positive impacts There is a larger market since people travel for business and leisure purposes among other reasons. Secondly, the hotels have to use up to date technology in order to satisfy its customers. Globalization also boosts the economy because visitors from all over the world visit various destinations and therefore foreign exchange increases. It also leads to people being exposed to a variety of cultures. It additionally creates more jobs as more visitors visit different countries and employees are required to serve the visitors. It in turn boosts the travel industry in that the travel industry has to grow to cater for the growing numbers of travelers.

Contrary to the positive effects of globalization the following are some of its negative impacts The hotels employ people from different parts of the world. Therefore there are communication problems between the customers and the service providers in the hotels. Secondly there are seasonal jobs which occur during the peak periods when the visitors are so many. Globalization has also led to an increase in crime rate. This issue has also led to cultural erosion in some cases. The youth for example are influenced negatively by the visitors for other countries. They may be recruited into homosexual, drug trafficking and promiscuous behavior.
Globalization is therefore a very important factor that should be considered when starring a hotel business.
Location is another very important consideration that needs to be made. In order for one to choose the best location he or she should consider carefully since the hotels image and where it is situated are linked. To be able to locate your hotel properly one should consider the following factors ( HYPERLINK httpwww.allbusiness.comoperationsfacilities-real-estate-office-leasing11153-1.html httpwww.allbusiness.comoperationsfacilities-real-estate-office-leasing11153-1.html)

You should seek to understand your target market. Will they be using cars, what are there favorite dishes according to their cultures This enable you to ensure that you have enough parking space and what dishes to prepare. Secondly, one should also visit other hotels in the area in order to get some information about the venture before going into it. One should also know the business well. Additionally it is important to establish how many hotels are in neighborhood in order to know whether your business will get customers. This information is important since it helps one to modify or repackage his services and goods in a more appealing manner in order to have a competitive edge over the other hotels in the area.

It is also necessary to consider the building in which one is to start the hotel. The roofs should not be leaking nor the walls cracked. The building should also have electricity installed as this is important in a hotel. Some gadgets such as the microwaves require it and the travelers who reside in the hotel also use it.

It is important to consider the cost of the hotel in relation to other factors such as the accessibility of the hotel by the customers and if the internet can be connected. Though a good location is expensive to lease or buy it pays off in the long run. This is because the business does well and the income increases with time.

When starting a business the entrepreneur should consider the four Ps which are place, product, promotion and price. Place in this case means distribution which is where the customers gets the products and services. Product could be goods or services as in this case. Promotion mainly deals with the ways or measures put in place to ensure that the goods and services are known by many customers in a bid to increase sales. Finally, price is the value attached to goods or services.

He continues to state that the location of the hotel or any other enterprise is of paramount importance. One should consider the state she wants to invest in since taxes such as the sales and income vary according to states. The part of town or city also influences the availability of labor, government incentives and rent cost among others. He also emphasizes the fact that a hotel should be located in a place where it can be easily accessible and has enough parking spaces.

Dev (2002), states that when starting a hotel one should consider the future prospects of the business. The world has become a global village due to the technological advancements and as a result the business should have prospects of going international. Dev states that there are two ways trough which it can do so. Hotel companies could go international through the use of contracts or franchising.

Additionally an entrepreneur should consider the availability of the transport infrastructure such as roads and airports. These are important since most customers coming to the hotel travel by those means of transport. On the same note the entrepreneur should consider setting up the hotel in a place where there is electricity and network connectivity is possible. It is of paramount importance to ensure that there are cabs or taxis for hire in the nearby area to be used by customers who do not have their own vehicles.

Jennings (2001) notes that the hospitality industry has grown considerably and for the visitors to be satisfied with the services they arte offered the entrepreneurs must consider the location, facilities available in the hotels and their service quality as well.

Chapter 3Research methodology.

3.1 Research design.
A randomized design will be used since not all the respondents available in the age bracket will be questioned. It will be used because Trochim (2006) advocates its use especially in studies where cause and effect relationships are being considered. The study at hand is such a one and hence it is needed.

3.2 Independent and dependent variables.
 According to Saunder (2003) an independent variable is one that stands on its own and is not altered by the other values. On the other hand a dependent variable is one that depends on other things and is affected by their changes.

Hiray (2008) further elaborates that an independent variable can also be said to be the item that is manipulated during an experiment. It is the presumed cause. On the contrary the dependent variable is the response gotten from the experiment or the presumed effect.

3.3 Sampling.
According to Trochim (2006) sampling is the process of selecting a few units from a larger group which in this case is known as a population for the purpose of conducting a study. The results gotten from the study of the sample are then generalized to the whole population. The sample for this study should be anybody born in the period of early 70s and late 80s. Black (2004) also defines sampling as a process of extracting a few units from a population for the purpose of research. In this study the population is all the people born from early 70s to late 80s. However all these cannot be respondents in this research and as a result a few people in the age bracket in an area close to the researcher will be interviewed. The results gotten from the research will be generalized to the whole population.

3.4 Data Collection procedures.
Data for this study will be collected using personal interviews. The personal interviews will be used to collect data from the respondents near to the researcher.

Questionnaires will also be used which will be given to the respondents who will answer the questions and the researcher will collect them later. The questions will be open ended to allow the respondents give more information.

3.5 Data analysis.
 Bordens (2002) defines data analysis as the process of inspecting modeling and transforming data with an aim of getting useful information which could be used by organizations and governments for the purposes of decision making.

Kirin Restaurant is one of the most famous Chinese restaurants in Vancouver. Its first branch opened downtown in 1987 (1). Since then four more branches made its way around the bustling city. Kirin Restaurant can now be found in the City Square (Vancouver West), Coquitlam, Richmond, and New Westminster.

The restaurant has been awarded Gold in two categories of the Vancouver Magazine Restaurant Awards (1). Three years in a row, from 2007-2009, Kirin bested its rivals in the Best Formal Chinese Restaurant Award and Best Dim Sum Restaurant Award. Aside from its critical success, Kirin Restaurant also receives numerous positive reviews from its diners and loyal patrons. For years, it has been one of the most successful fine dining Chinese restaurants in Vancouver.

Kirin Restaurant is a typical Chinese restaurant serving fine cuisine. Just like any other fine dining Chinese restaurant, it caters mostly to families. However, the restaurant does not isolate itself from other groups who may wish to dine there. In fact, the branch in City Square promotes itself as a perfect place for a romantic date. In other words, while Kirin Restaurant has been known to be family-friendly, it is a good place for everyone.

The locations of Kirin Restaurants are in prime areas of the city. The ambiance is elegant but homey, a common trait of Chinese restaurants. The setting is cozy and friendly. The service for most part, impeccable. It is an ideal place for families and friends to share a good meal.

The menu is composed of a wide variety of choices. While Kirin Restaurant specializes on local seafood, it also has a very good selection of other proteins. Diners are sure to find a dish or two that they can easily enjoy. Serving sizes are equally flexible. There are dishes ideal for a small party of two and there are dishes suited for larger numbers. To emphasize Kirin Restaurants dedication to making all of their patrons happy, they even cater to parties and special gatherings.

Kirin Restaurant has function rooms that can be used to host small parties. The branches in New Westminster and Coquitlam are ideal for wedding receptions (1) and other big functions. Their outstanding views make them perfect venues for special occasions.

Over the years Kirin Restaurant has gained a reputation for providing a wonderful dining experience to their patrons. So much so that tourists have begun to flock to the restaurant as well. It has become one of the most well loved landmarks of Vancouver.

Kirin Restaurant branches are commonly found in trendy areas of Vancouver. They are usually within main shopping districts, scenic routes or close to cultural areas. The locations are perfect since families and various other groups frequent them. The branches are also very accessible that diners would not hesitate to go.

From the setting, to the location, the atmosphere and the menu, Kirin Restaurant is truly a place for family and friends to gather. It is a friendly place that exudes elegance and sophistication. It is inviting and comfortable. It is perfect for small or big groups, for fun-loving families, food-tripping friends, and for romantic couples. Any occasion can be celebrated at Kirin Restaurant. Any special event can be shared. It is no wonder why in a typical night in front of Kirin Restaurant one is sure to see long queues of different people patiently waiting to be seated. It is also no wonder why in recent times the only way to ensure a table during weekends is to call for a reservation.

Las Vegas, Nevada is one of the most interesting case studies in the world for a number of different reasons. From its advertisements to its individual properties to the atmosphere that the entire city cooperates to create, Las Vegas is a purveyor of a sense of alternate reality. The idea of simulating reality is important to the individual hotels, as they seek to bring in more players for their tables. It is also important for players, though, as they use Las Vegas as a way to spend a few days in a life that is not their own. This dynamic is an interesting one, and Las Vegas handles it as well as any city in the world. The simulated effect in Las Vegas is not simply a coincidence, though. It is the result of much meticulous planning and it is the brainchild of many brilliant tourism minds. It is a place that was originally created to light up the senses and it does an excellent job of that. By creating an expectation of entering an alternate world, the city closely regulates its reputation. The properties themselves help to take this a step further, though this is an exercise completely in their self-interests.

When studying Las Vegas as an entity, one must first look at its concerted advertising effort, as this is where the entire thing starts. The city, as a whole, looks to promote a simulated reality through its sometimes-maligned advertising efforts. One of the citys most famous advertisements states, What happens in Vegas, stays in Vegas (Las Vegas Tourism). This advertising campaign has been in works for years, as the city has taken on a new image. It has looked, specifically, to shape its reality in a different way than in the past. For the longest time, Las Vegas had been a family destination, which was part of the reason why so many different themed hotels popped up through the early 1990s. Today, Las Vegas is going for a much more risqu approach, looking to bring in older travelers to take part in the citys simulated reality. That reality is the ability to do anything without having to live with the consequences. According to an article Theresa Howard of USA Today, Las Vegas is looking to corner the market on people who need an escape from the day-to-day grind of their normal lives. She writes, All bets are off on Las Vegas as a family destination.

The Las Vegas Convention and Visitors Authority stepped up its steamy, adult message  What happens here, stays here  in new ads as individual hotel properties shed family-friendly ads and amenities (Howard, 2003). This is something that has especially appealed to younger people, as they are drawn in by the possibility of seeing the world, without actually seeing the world. According to that same article, Younger consumers, ages 18 to 39, were particularly positive about the ads. Those18-24 like the ads the most, with 44 saying they like the ads a lot. Among 25-to-29-year-olds, 34 like the ads a lot while 32 of 30-to-39-year olds like them a lot (Howard, 2003). An article by Michael McCarthy of USA Today two years later serves as an interesting follow up to the Howard article. In McCarthy writes in 2005 about how Las Vegas new advertising efforts have helped the city overcome some of its perception problems and how they have led to success in attracting young, new visitors. He writes, Las Vegas attracted a record-breaking 37.4 million visitors in 2004. That topped the 35.8 million who visited in 2000, before the Sept. 11 terrorist attacks devastated the tourism industry. This year, Las Vegas expects 38.2 million (McCarthy, 2005).

The idea was for this small, simple slogan to become the marker for Las Vegas in popular culture. This alone represents what the city was trying to accomplish at large. In real life, people have to answer for what they have done the night before. There is some responsibility that comes along with certain actions. Though no one in Las Vegas is advocating illegal activity explicitly, the city seems to be telling people that Las Vegas is the place where one can go to get away from all of that ugly responsibility. The effort worked, too, as Las Vegas and its new advertising campaign were all the rage through the mid-2000s. McCarthy went on to write in that same article, Its What happens here slogan is not new but has fit like a glove since Las Vegas ad shop RR Partners created the ads two years ago. Gambling fan Ben Affleck used it on Saturday Night Live. Billy Crystal used it to close the 2004 Oscars. Its been a clue on Wheel of Fortune. When Jay Leno asked Laura Bush on The Tonight Show whether she had gambled or had seen a Chippendales show while visiting the Las Vegas Strip, the First Lady got a big hand by replying, Jay, what happened in Vegas, stays in Vegas (McCarthy, 2005). Advertising is only a part of what Las Vegas has done, though. The city has stepped up its efforts on a number of fronts, as it seeks to actually keep people coming back to the city once they make their first trip there.

Las Vegas, as an entity, tries to create its own little world within one city. It is a place where people can come and see Paris, New York City, Los Angeles, Egypt, India, and most prominently Italy all in one two-mile stretch. This has been one of the keys of the citys ability to attract visitors over the last couple of decades. When one visits Las Vegas, they are able to not only see one city, but many cities at the same time. Within a day, a traveler can visit Cairo, take a stroll through Central Park, and have dinner in Venice. What makes this work is the extent to which the individual properties have created their themes. Though the smaller, less popular hotels like the Luxor have tried hard to get away from their themes lately, a few properties have no desire to shake from theirs. Properties like the Bellagio, Pallazo, and Venetian all have a decidedly Italian theme, but what they are selling is much more about the opulence of the Italian lifestyle. For that reason, there has been no effort from the Bellagio or the Venetian to change its approach, even while properties like Treasure Island are attempting to move form theme to dream. The Venetian and its sister property The Pallazo are the most notorious purveyors of simulated reality on the strip.

When one enters into that property, a very practical blast of fresh floral air is evident. Beyond this smell, one can take a ride on a gondola, either inside the hotel or outside. This is supposed to represent what life might be like when one visits Venice, and most travelers believe this to be a fairly authentic experience. With its raised, painted ceilings and its overall splendor, the Venetian is easily one of the three most impressive properties in all of Las Vegas. The thing that is so striking about it and the Bellagio is that when one leaves the hustle and bustle of the Las Vegas Strip to walk through the doors, they are immediately taken to a different place. Everything is aligned to make these individuals feel as if they are in Italy, which helps them loosen up a little bit and open up their wallets for the table games. In their collective book, Dreaming of Italy Las Vegas and the virtual grand tour, Giovanni Franci and Frederico Zignani write about the implementation of this simulated reality in some of Las Vegass Italian themed hotels. They write, The Italian label is undoubtedly popular in America, from fashion to cooking in the collective imagination of tourists, the Italy theme is synonymous with elegance, refined taste, decorum, in a word, beauty, but also with leisure, breakaway behavior (gambling), sexuality (decadence). It is also synonymous with countries that are exotic and familiar at the same time, countries seen as places for the elite, testimony of the cultural leap for those who know them, or even for those who have barely heard of them.

New visitors to Las Vegas do not just go to gamble in the casinos. They also go to see the phantasmagoria of the most recent constructions for example, some go to the Venetian because they have already seen real Venice, or because they are willing to settle for the surrogate (Franci and Zignani, pg. 20). This take on Las Vegas and its created alternate reality is an important one, as it shows what people are getting out of those experiences. Las Vegas does not just seek to create this reality, it seeks to create an interactive experience with simulated reality. People who might not be able to go to Venice can go to the Venetian, where they can fully immerse themselves in the Italian lifestyle. Whether that means gambling, taking part in a delicious meal at Delmonico, the Italian themed steakhouse, or simply lounging around in an elegant suite is a decision that falls completely on the person doing the traveling. Las Vegas and its individual properties set up the expectation of this kind of experience, and they follow through by executing something that is much more than that.

The experience within the casinos is designed for one specific purpose. That is, not surprisingly, to convince people to hit the tables. Nothing happens in the casino that is not planned out meticulously, though, and this is all a part of the citys alternate reality. They simulate reality in a number of ways, most of which are broken down in an article by Andrey Kovalenko. He writes of one of these techniques, Theres a constant barrage of noises. Slot machines spin, games ding and dong, coins hit metal, theres the pitter-patter of the people running the games, etc. Many of these sounds, like the ringing of the slots, is there to give you a false sense of hope (If all of those bells are ringing, somebody must be winning) (Kovalenko, 2006). The casinos are also in the business of lubing people up for the purposes of getting them to gamble bigger. This is done using free drinks. One of the most chronically underrated parts of the simulated reality created by Las Vegas is the existence of so many free things. While one might have to pay ten dollars for a drink at a local bar, they come completely free for those people playing table games in the casino, In fact, many people get free drinks by just being around the table games and not actually playing them. It is always difficult for visitors to adjust to having to pay for their own drinks when they head back to whatever town they came from, and that is a huge part of what Las Vegas is all about. According to an article by Matt Villano, this mixture of drinking and gambling is something that Las Vegas has calculated, much like they calculate the house edge on various bets at the craps table. He writes, Many of those who frequent traditional table games say that drinking alcohol clouds judgment to the point of leading to bad decisions that can extend and amplify the houses edge (Villano, 2010). The simulated reality extends to dollars spent, as well. Many individuals who scrutinize purchases at home will throw around one-hundred dollar hands on the blackjack table as if it is nothing to them. All of this is because of the expectation set by the city and the atmosphere fostered by the properties. This makes it almost impossible for visitors to separate themselves from reality and the simulated reality created by the city as an entity.

In total, Las Vegas is a place where everything is calculated and carried out with an abnormal attention to detail. From the advertising campaigns where perception starts to the individual properties where people are made to feel above their means, everything in Las Vegas screams other worldly. The city is one where a person can visit four different continents in one day without ever leaving the Vegas Strip. It all combines to create a sort of adult Disney World that is respected the world over as a top tourist destination.