Tourism and management

2010 was the only year so far when the festival was not held due to ‘continuing hostility’ from drunken attendees and unbridled drug use; according to Wikipedia. Recently, a perimeter wall has been erected around the festival and searches are carried out to check on excess alcohol, drugs and weapons. Concepts and Ideas Stakeholder Analysis Stakeholder - is any group or individual who can affect or is affected by the achievement of an organization’s objectives. (Freeman, R. E. Benefit gigs are held throughout the year to raise money. Additionally, Strawberry Fair merchandise - including T-shirts, badges and posters - is also sold from Information Tents on Fair days. The following is an example of stakeholder-job benefits and significant facts registered in Cambridge as was in a 2010 report (by Tourism South East, Research Department, 40 Chamberlayne Road, Eastleigh, Hampshire, SO50 5JH): Full time equivalent Staying Tourist Day Visitor Total Accommodation 1,298 37% 18 1% 1,316 26% Retailing 412 12% 540 33% 952 18% Catering 758 22% 820 50% 1,578 31% Attractions/entertainment 386 11% 205 13% 590 11% Transport 120 3% 52 3% 172 3% Arising from non trip spend 547 16% 0 0% 547 11% Total Direct 3,519 1,635 5,154 Estimated actual jobs Staying Tourist Day Visitor Total Accommodation 1,921 38% 27 1% 1,948 26% Retailing 618 12% 810 33% 1,428 19% Catering 1,136 23% 1,230 51% 2,366 32% Attractions/entertainment 544 11% 289 12% 832 11% Transport 169 3% 73 3% 242 3% Arising from non trip spend 624 12% 0 0% 624 8% Total Direct 5,011 2,429 7,440 Destination Competitiveness Destination Competitiveness – is the ability of a destination to deliver goods and services that perform better than other destinations on aspects of the tourism experience that are important to tourists (Professor Larry Dwyer, University of New South Wales, Australia).

It is therefore a general concept that encompasses price differentials coupled with exchange rate movements, productivity levels of various components of the tourist industry and qualitative factors affecting the attractiveness or otherwise of a destination. Destination competitiveness based on the Strawberry Fair Festival According to the Strawberry Fair Festival, a number of factors are dominant to them. The 7 Ps too are controllable, but subject to your internal and external marketing environments. Principle focus should be made around the following Ps of marketing: • Product – to ensure that what the expected customers’ desire is made available. The customers are treated to be always “right”.  It is difficulty to sell a product for which there is no demand. Therefore, the marketing manager must understand how the product helps the customer solve a problem or achieve a goal.

Typical processes here involves recruiting, hiring and retaining the people for the job. • Planning – The whole marketing process is a crucial affair and it requires proper guidance for both internal and external communications. The following is an illustration of the marketing and managerial beneficiaries from different instances at Cambridge as was in a 2010 report (by Tourism South East, Research Department, 40 Chamberlayne Road, Eastleigh, Hampshire, SO50 5JH) • Expenditure associated with trips Accomm Shopping Food and drink Attractions / entertainmen t Travel Total Overseas tourists £28,136,000 £10,226,000 £22,469,000 £8,347,000 £18,751,000 £87,929,000 Total Staying Visitors £47,279,000 £38,255,000 £27,101,000 £19,061,000 £12,139,000 £143,835,000 % £75,415,000 £48,481,000 £49,570,000 £27,408,000 £30,890,000 £231,764,000 Total Day Visitors 33% 21% 21% 12% 13% % £0 £63,576,000 £53,658,000 £13,914,000 £13,417,000 £144,565,000 Total 0% 44% 37% 10% 9% % £75,415,000 £112,057,000 £103,228,000 £41,322,000 £44,307,000 £376,329,000 • Other expenditure associated with tourism activity Other expenditure associated with tourism activity - Estimated spend Second homes Boats Static vans VFR Total £1,402,000 £0 £0 £33,066,000 £34,468,000 • Direct Turnover Staying Tourists Day Visitors Total Accommodation £76,406,000 £1,073,000 £77,479,000 Retail £47,996,000 £62,940,000 £110,936,000 Catering £48,083,000 £52,048,000 £100,131,000 Attraction/entertainment £28,389,000 £15,087,000 £43,476,000 Transport £18,534,000 £8,050,000 £26,584,000 Other non trip related spend £34,468,000 £0 £34,468,000 Total direct £253,876,000 £139,198,000 £393,074,000 • Supplier and income induced turnover Staying Tourists Day Visitors Total Business receipt of trip spend £61,168,000 £26,364,000 £87,532,000 Non trip spending £6,894,000 £0 £6,894,000 Income induced spending £36,223,000 £3,872,000 £40,095,000 Total Indirect £104,285,000 £30,236,000 £134,521,000 • Total local business turnover supported by tourism Staying Tourists Day Visitors Total Direct £253,876,000 £139,198,000 £393,074,000 Supplier and income induced £104,285,000 £30,236,000 £134,521,000 Total £358,161,000 £169,434,000 £527,595,000 Integrated Marketing Communication A good approach towards ensuring that a successful festival organization is by effectively and efficiently using the communication mediums available.

One of the basic strategies geared towards a successful marketing is the use of the communication capabilities and their associated mediums. To deliver a clear, consistent and compelling messages to the targeted people from different dimensions of life, communication mediums ought to be integrated. Participants: • Tourists, local residents, visitors, guests, dignitaries, etc • Event: Business and Trade • This includes meetings, conversations, consumer and trade shows, fairs, markets, etc. Participants: • Traders, entrepreneurs, etc. • Event: Sport competitions • Includes amateur/professional, spectator/participant, etc. Participants: • Tourists, local residents, visitors, etc. • Event: Recreational • Includes sport or games for fun, etc. By understanding these external environments, organizations can maximize the opportunities and minimize the threats to the organization. while enjoying a profitable utility of the smart tourism technologies currently defining the business word.