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Destination Management System

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par Inan Elmerini
Embry-Riddle Aeronautical University Daytona Beach - Executive MBA 2001
  

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DESTINATION MANAGEMENT SYSTEM FOR MOROCCO
TOURISM

By
Inan Elmerini

An Executive Project submitted in partial fulfillment of the requirements for the
degree of

Master in Business Administration for Aviation and Aerospace
Professionals

Embry-Riddle Aeronautical University

Daytona Beach, Florida
April 2001

Copyright (c) Inan Elmerini 2001

DESTINATION MANAGEMENT SYSTEM FOR MOROCCO TOURISM
By
Inan Elmerini

This graduate research project was prepared under the direction of the candidate research advisor, Dr Easwar Nyshadham, Department of Business Administration and has been approved by the Project Review Committee. It was submitted to the Department of Business Administration and was accepted in partial fulfillment of the requirements for the degree of Executive Master in Business Administration For Aviation and Aerospace Professionals.

PROJECT REVIEW COMMITTEE
Approved by:

Dr. Easwar Nyshadham Earaar /1(tekadkaff Date: April 2001

Project Advisor

Dr Blaise Waguespack 8laise lagueepael

Graduate Program Coordinator Date: April 2001

Dr Dan Petree Pax Pet ee

Department Chair Date: April 2001

ABSTRACT

TITLE: DESTINATION MANAGEMENT SYSTEM FOR MOROCCO TOURISM AUTHOR: Inan Elmerini

INSTITUTION: Embry-Riddle Aeronautical University.

DEPARTEMENT: Business Administration

DEGREE: Master in Business Administration for Aviation and Aerospace Professionals YEAR: 2001

The rapid development of Information and Communication technology (ICT) in the distribution and intermediation of tourism products has set new competitive environment for destination's tourism industry. A comprehensive research on ICT implications on the tourism and travel industry was conducted to demonstrate the critical competitive factors of comprehensive database of a Webbased Destination Management System and the seamless marketing chain it creates: Awareness-Information-Booking-CRM. This project proposes a Destination Management System for Morocco's Tourism Destination and carefully evaluates strategic implications of its realization. Marketing, financial and organizational strategic requirements are analyzed for a successful implementation. This executive project demonstrates how a DMS will enable the Moroccan National Tourism Office, as an organization, to establish a critical competitive advantage for Morocco's entire tourism industry.

TABLE OF CONTENTS

ABSTRACT .. iii

LIST OF TABLES v

LIST OF FIGURES ..vi
Chapter

1. INTRODUCTION ..1

2. WORLD TOURISM: AN OVERVIEW ..4

Historical Trend 4

International Tourism in 2000 ... .4

Regional Highlights ....6

International Tourism Expenditures 10

Morocco Destination Overview ...11

Destination Positioning . 11

Market Share .. ..11

Competition and Potential Development . 12

3. TOURISM INDUSTRY 14

Global Characteristics ..14

Core Characteristics .15

Market Characteristics .16

Competitive Constraints for Destinations 20

Industry's Driving forces 20

Marketing Constraints for Tourism Boards .21

4. TOURISM AND INFORMATION TECHNOLOGY .23

Demand Trends and Information Technology .23

ICT Strategic Implications for Tourism ....27

5. INTERNET TRAVEL ...34

The Global Net ...34

Internet Business Travel ..35

United States ...35

Europe 37

6. DESTINATION MANAGEMENT SYSTEM ..39

The Nature of a National Tourism Office ....39

Comprehensive Study of a DMS ..40

Definition 40

Historic Background ....41

DMS Fundamental Objectives .42

Destination Stakeholders' Objectives ...43

DMS's Success Criteria 44

Existing DMSs 47

TIScover, Austria .47

Gulliver, Ireland ...48

7. DMS FAISABILITY FOR MOROCCO DESTINATION ...50

MNTO Marketing Challenge ...50

Major Issues 50

Strategic Environment .50

Marketing Objectives ...52

Overall Objectives ...52

Tourism Businesses 52

The Consumer .53

Building the Web Based DMS .54

Database Characteristics .. 54

Business Model and Financial Feasibility ..62

Constraints ..62

Financial Analysis 64

MNTO's Organizational Challenge ...70

Operational Environment 70

Managements Objectives 72

SWOT Analysis ..74

Vision and Mission ..75

Changing MNTO's Organization .76

8. CONCLUSION .79

INDEX OF TABLES

Number Page

Table 1. Top Destination in Africa and Middle East . 6

Table 2. Top Destinations in the Americas .. 7

Table 3. Top Destinations in East Asia . 8

Table 4. Top Destinations in Europe 9

Table 5. Pre Internet Tourism 19

Table 6. Tourism Competitive Drivers in ITs Environment ..28

Table 7. Internet Enabled Tourism . 33

Table 8. Destination Marketing System Characteristics 56

Table 9. Interactive Marketing Framework 59

Table 10. Financial Inputs ... 66

Table 11. Projected Revenues . 67

Table 12. Loan Amortization . 68

Table 13. Financial Outputs 69

Table 14. Financial Scenario Summary . 70

LIST OF FIGURES

Number Page

Figure 1. Stylized View of the Tourism and Travel Market 17

Figure 2. The Deployment of IT in Tourism 27

Figure 3. Current and Future Position of Online Services . 30

Figure 4. Number of Worldwide Online Households 35

Figure 5. Types of Internet Sites used for Travel Planning 36

Figure 6. Online Buying in the United States 37

Figure 7. Success Criteria for DMS .. 46

Figure 8. Morocco Destination Marketing SWOT Analysis... 51

Figure 9. Outline of a Web Based Destination Marketing System 57

Figure 10. A Framework for Web Design 61

Figure 11. MNTO's Operational Strategic Environment 72

ACKNOWLEDGMENTS

The author wishes to express special thanks to the project advisor, Dr. Easwar Nyshadham, whose constant encouragement, helpful counsel and practical suggestions were crucial to the successful outcome of this Graduate Research Project. Appreciation is also due to Drs. Petree and Waguespack, Project Review Committee Members, for their assistance in preparing this manuscript.

This statement of acknowledgement would be incomplete without a formal expression of sincere appreciation and gratitude to both Dr. Saad Laraqui and the author's family for providing the assistance and encouragement needed to complete the task.

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