Critically analyse approaches to market segmentation that can be Essay

Critically analyse approaches to market segmentation that can be applied to the fashion retail sector - Essay Example Besides, clothing for every season is being produced to suit every market and every generation. This enhances the importance of market segmentation in the fashion retail sector. This essay will critically analyze the approaches that can be applied to the retail fashion sector. The fashion retail industry in UK is turbulent as the fashion conscious consumers expect and thrive for constant change. This requires proper market segmentation so that retailers are in a position to satisfy individual customer needs. The fashion retail market is split into number of segments – luxury, high street and supermarket/out-of-town discounter (Bruce & Daly, 2006). With the supermarkets having entered the clothing sector, the fashion retail has been redefined. It enables the time-starved consumers to purchase cheap clothing instead of visiting high street. Different retailers adopt a different segmentation strategy depending on the market and the products they have on offer. Segmentation according to Bond and Morris (2003) can either be attitudinal or latent class segmentation. Consumers have different attitudes and these lead to different behavior but this does not apply to the retail fashion sector where customer preferences change by the season. Results on the basis of attitudinal segmentation have been very flat. Latent class segmentation differentiates people on the basis of the degree of their perception of brand, price promotion, sales personnel and product line. Segmenting on this basis gives a better cluster solution which is more robust than based on attitudes. Market positioning strategies are developed by retailers based on product, price and service provision. Store images assist the retailers in determining the positioning strategies (Birtwistle, Clarke & Freathy, 1998). The retailers project an image which matches the targeted customers’ self-image world, which increases customer loyalty. The store image is linked to customer

Summary Essay Example | Topics and Well Written Essays - 500 words - 139

Summary - Essay Example These communities provide a dual relationship between the families of the deaf and the overall deaf community. This is because there is a congregation of like-minded individuals. It is also important to consider creation of congregation opportunities where the deaf would meet to socialize with fellow deaf individuals. These individuals would feel at home while within such congregations (Holcomb, 2012). In addition, participating in straight talks would provide a global solution to the misunderstandings that the deaf go through due to difficulties when communicating with non-signers. Moreover, adopting positivity or a can-do attitude would help the deaf in demonstrating their worth in the society. Furthermore, the deaf world would improve if they could teach other deaf people on the deaf language and their overall culture. However, there are some obstacles to these solutions that include lack of technology such as hearing aids, financial resource constraints and outsigning environment s (Holcomb, 2012). In overcoming the obstacles, the international organizations of the deaf world usually unite to promote their well-being. The solutions that are unique to the American deaf include civil right laws, availability of interceptors, educational opportunities, a high number of deaf academic leaders among others (Holcomb, 2012). The behaviors exhibited by the deaf individuals in the society are usually determined by the formation of identity that they have experienced in their lifetime. Mostly, the variation in upbringing affects the affinity degree that they exhibit as well as the procedure of identity formation. To realize a positive identity for the deaf individual takes a long and a difficult journey mostly due to the ignorance that is deeply embedded in those that they work with and that exhibited by their hearing parents. Due to such issues, the deaf individual grows up without appropriate experience as well as lack of opportunities that are geared

Gerontology Term Paper Example | Topics and Well Written Essays - 2000 words

Gerontology - Term Paper Example The sociological elements encompass issues such as individual relations with certain cultures, guidelines as well as aspects that bring or make the civilization appear in order. According to scholars in biological and related fields, aging process begins, immediately; an individual starts to live with the development of certain structures that do not appear before a person is born. During the aging progression, the bodies and mind commences developments until they reach a period that they are being considered mature (Hogstel, 2001). In the early years of growth and development of human beings, various factors affect the levels of development with regards to the bodily and mental developments. The factors that influence the way people develop both mentally and psychically include genetics, and other individual attributes, family backgrounds and other related factors. Correspondingly, the progression through the other levels of development such as adulthood gain much influences from in dividual health, mindsets and behaviors concerning various aspects of existence. Therefore, aging cannot be taken as a straightforward process restricted to bodily wellness and loss of healthiness. Aging can be considered an intricate procedure that is attributed to many factors including the individual and social elements. Over the years, the matter of aging has received much attention as evident with the augmenting edification of health and social workers concerning matters of aging. Similarly, research has been performed concerning the aging group thus presenting basis for understanding and dealing with matters associated with aging (Hogstel, 2001). The research conducted concerning aging assists health workers, and related professionals to manage or take care of individuals at the old age, and offering solutions to various problems that arise with old age. Recently, gerontological nursing has markedly acquired the needed thrust in the nursing discipline with the numerous cases o f aging groups coupled with extensive research. In doing this, numerous challenges exhibited within the gerontology field can be effectively managed through acquisition of necessary information concerning this population (Hogstel, 2001). Nevertheless, the nursing sector had experienced problems in handling this component of the populace since little information and facilities to offer the services and trainings are available. In relation to nursing coupled with gerontology, various terms are exploited interchangeably in order to bring out the relations between the two concepts. According to nursing geriatric nursing is considered, a concept that concerns treatment old persons experiencing health problems. Geriatric nursing can also be attributed to the investigation of illnesses and other health problems that affect the old age, as well as, their subsequent analysis and treatment. In geriatric nursing, considerable emphasis is applied in the significance of social and psychological factors during the treatment of people experiencing various problems in their old age. According to geriatrics, the lifestyles exhibited by individuals at their old ages profoundly affects their health status implying that enhanced and monitored lifestyles can serve, as tools, to alleviate certain health problems (Hogstel, 2001). In contrast, gerontological

CLOUD COMPUTING Essay Example | Topics and Well Written Essays - 1250 words - 1

CLOUD COMPUTING - Essay Example However, the issue of cloud security is the main focus for the various cloud computing potential customers and it is also considered the major barrier to most of its widespread applications (Patrick, 2013). This research paper will focus on current research done on cloud security. The main focus of the paper will be to survey the popular cloud computing security models as well as the diverse parameters of cloud security which will involve virtualization, compliance, framework, risk management, dynamic access security, internet access security and access management. Introduction The biggest problem facing network computing and distributed systems is security. Cloud computing refers to internet computing and it is the latest concept that has the capability to increase an organization’s service delivery efficiency. The security models of cloud computing that are cloud multiple tenancy model of NIST, cloud risk accumulation model of CSA, Jerico forum’s cloud cube model and the mapping model of cloud, compliance and security are supported by the three cloud services models. Resources for cloud computing are scalable and dynamic .The representation of cloud computing is elaborated through three cloud computing service models which are platform as a service (PaaS), Infrastructure as a Service (IaaS) and Software as a Service (SaaS) (Patrick, 2013). The main aim of these cloud computing service models is to be able to provide the IT departments with focus on the various strategic projects as well as cutting down on the operational costs (Ritesh, Anant war& Swati, 2012). The cloud computing models are considered to have a variety of dimensions that are used to further worsen the security problem. The cloud computing model comprises of two main features which are elasticity and multi-tenancy. Elasticity depends on the presence of secure placement strategies andsecures service migration while multi-tenancy feature results to virtualization and thus the boundaries among different host services need to be improved. At present the available security strategies are only for the single cloud user and single cloud provider but if cloud computing in the future moves to a multiple provider environment security there will be a greater challenge in addressing the issue of security (Patrick, 2013). Users of cloud computing are able to access their database resources from the internet regardless of their location. It is quite clear that the use of cloud services is important and offers a lot of benefits to the user or the enterprise that has ad apted the new technology. Cloud computing can thus be regarded as a model that enables convenience on the demand network access to the shared computing resources. As stated by Amarnath et. al.2010 virtualization technology is used to optimize the performance of the application in a cost effective way but this technology can introduce some security risks. Therefore, cloud computing security plays a major role because the customers outsource computation tasks and data on cloud computing servers which are managed by cloud providers who cannot be trusted (Amarnath, 2010). Cloud computing has become popular as a result of many enterprise applications moving to the cloud platforms. However, the issue of security has become a major barrier point for cloud computing adoption. Based on a recent survey research conducted by the International Data Corporation almost 87.5% of the IT executives stated that security is a major challenge that must be dealt with in each cloud service. Therefore, th ere is need to come up with applications that will be used to curb the threats brought about by security by using some security

Law describing and evaluating the roles of the courtroom work group Essay Example for Free

Law describing and evaluating the roles of the courtroom work group Essay A court room work group is a term referring to professionals that serve in the court on a daily basis. These professionals include a prosecutor, the criminal defence attorney and the judicial officer. The courtroom working group seeks to bring justice to all. It ensures that all parties are accorded due fairness and equal opportunity regardless of gender, race, age, religious affiliation nor any other factor. They also see to it that trials are completed successfully. The concept of court room working group is associated with plea bargaining. The courtroom working group has shown tremendous explanatory power in overburdened courts dealing with huge case loads. Describing and Evaluating Roles of Courtroom Work Group Professionals that serve in the court, each have a commitment to oversee a successful trial completion. Due to this commitment they must each follow a strict code of ethics and also they must adhere to the law and its practice. In most cases however, the number of judges and attorneys is limited hence there is a possibility that a personal as well as professional relation that may stem up. However this must not be prioritised by either of the parties involved and the pursuit of justice must always remain the order of the day. The changes I would recommend are rising of the bar when it comes to security measures. The reason why I suggest this is because sometimes violent criminal offenders may take advantage of the courtroom environment and cause havoc inside the court. For example in the past there was a reported case whereby an offender grabbed an officer’s pistol and started shooting randomly in the courtroom. Safety measures should be put in place in order to curb such bizarre scenarios in the future. The role of the prosecutor is to represent the rights of the citizens. This is assumed to be so because a crime is defined as an act or omission which constitutes an offence punishable by law. Hence, when an offender is presented in court, the charges levelled against him read, Republic or State vs defendant. Therefore the role of the prosecutor is to represent the people’s cases against the defendant. With that role comes great responsibility on him, in that the burden of proof automatically lies with him. Also he has to work hard to ensure that evidence is presented legally, and the state procedures are adhered to in a way that dismissal is avoided. Another role of the prosecutor is that he acts as a consultant and advisor to the police departments. He assists them in the course of investigations and also provides insight into the acquisition of evidence and the procedural element of it. A prosecutor usually decides which case to pursue based on the fact that whether they think they can prove beyond reasonable doubt that a defendant is guilty of an offense (Herrmann, Joachim, p. 468). They achieve this by firstly studying in a detailed manner the charges levelled against the defendant. Also he must examine the corresponding evidence presented which includes any testimonials or witnesses and any other material fact that may affect his case. After accomplishing this task he has a more insightful view of the case and is best able to make an informed decision. At this juncture he may decide to file the case or drop the charges and recommend lesser sentences for the defendants who agree to plead guilty to a certain crime: a process that is referred to as plea bargaining (Heumann, 1977). If the criterion for taking a case was more stringent, many cases would be dismissed due to lack of concrete evidence. This is because majority of the cases brought to the court have circumstantial evidence but with great eyewitness testimony. If the criterion was less stringent on the other hand, the court system would be overburdened with cases lacking sufficient evidence and support, hence resulting in less attention being accorded to cases that urgently require it. The criminal justice system has been defined as resembling a funnel that is, being wide at the top and being narrow at the bottom. This is interpreted to mean that there are more suspects and defendants in the justice system than there are convicted offenders who have successfully passed through the correctional system. The criminal justice system has a number of processes that an offender goes through, beginning with the investigation process and ending with the release of a convicted individual from a correctional facility. As criminals pass through the criminal justice system, quite a number of cases are dismissed due to a variety of reasons one being the lack of sufficient evidence. Discretion is another effect brought about by the criminal justice funnel. Many of the cases in the criminal justice system are investigated, tried or dismissed purely on the basis of personal choices. These choices are made by persons who use discretion to decide on individual cases. Also police officers may decide whether to conduct investigations on a case or to just go ahead and make an arrest of the suspect, again based on personal choice. Whereas on the other hand, attorneys and judges also interpret information to decide on the bail applications and plea bargains (Hermann Joachim, p. 468). Unreported cases is also another factor emerging form this system. A number of crimes go unreported for a variety of reasons and this allows the offenders of such crimes go off Scott free and mingle with other people in the society. This adds to the ever growing number of cases that do not make their way into the early stages and final stages of the criminal justice system. Case backlog means that the defendants have to wait longer in order to get a verdict on the case. It means t the defendant has to remain as a suspect for a prolonged period. Some of the offenders that are held in custody are there because simply the offenses they committed can not be granted bail and other offenders are there because they have been unable to post bail. This backlog also inhibits the justice process by helping offenders get away with their crimes. This is especially evident where case requires immediate analysis of evidence (Daly, 2011).

Benefits of a Healthy Body Weight in the Elderly

Benefits of a Healthy Body Weight in the Elderly A Review Of The Benefits Of Nutritional Intervention In Improving Body Weight, BMI, Activities Of Daily Living (ADL), Decrease Functional Limitation and Healthcare Cost Among Elderly. Introduction Malnutrition is a condition in which consumption of insufficient of nutrients that are required by the body to maintain optimal function of the organs and tissues. Secondary to chronic or progressive disease, older people are vulnerable to malnutrition (Klipstein-Grobusch, Reilly, Potter, Edwards, Roberts, 1995; Watson, 1999). So it was believed that as the population of the elderly increases, cases of malnutrition among the elderly will also increase. 5-10% of non- institutionalized elderly are malnourished is shown in epidemiological studies (Posner et al., 1994). Furthermore, studies have shown that 51-61% of nursing home residents are at risk of malnutrition and 12-29% residents are malnourished (Guigoz, 2006; Suominen et al., 2005; Wojszel, 2006). Therefore, it can be concluded that malnutrition affect all the elderly no matter where they stay. The purpose of the review is to determine the effectiveness of nutritional intervention in improving nutritional status among the elder ly and reduce healthcare cost at the same time in order to prevent further increasing of malnutrition among elderly. It is relevant to nursing with the use of nutritional intervention such as oral supplementation because nurses can help the patients to monitor nutritional status and give feedback to the dietician when the patients are not compliance or the supplementations are not suitable for them to consume. Benefits of nutritional intervention Continuous intervention The first study used observational, prospective, longitudinal, cohort study which involved 378 elderly malnourished patients aged over 70 who lived in community, at home or in institutions which selected by general practitioners in France from two groups, group 1 with rare and group 2 with frequent prescription of oral nutritional supplements with contain high energy and protein. The aim of the study is to determine the impact of nutritional support on the cost and related comorbidities among elderly. Each patient was required to complete 12 months follow-up to measure the nutritional status, medical care consumption and identify malnutrition-related comorbidities. Nutritional status was adjusted using a generalized linear modeling approach and medical care costs were adjusted using a propensity score framework. Mini Nutritional Assessment (MNA) was significantly better in group 2 than 1from the first evaluation until the end of the study (P Another study was done in Amsterdam to determine the effectiveness of oral supplementation in decreasing functional limitation among malnourished elderly patients in hospital which involved 210 Dutch patients who aged 60 years and above using randomized control trial. Patients in intervention group received standardized nutritional support in hospital and continuing until three months after discharge. Telephone counseling by dietician is done to give advice and stimulate compliance to the proposed nutritional intake every other week after discharge. Patients in control group received the usual care and did not receive post-discharge nutritional support. Cost data were collected from societal perspective and measures using two cost diaries. The degree of difficulties patient experience with 6 activities such as climbing stairs, dress themselves, getting up and sitting down in a chair (score 0-6) measured by Functional Limitation Questionnaire (Kriegsman, Deej, van Eijk, Penninx Boeke , 1997). After three months follow-up, patients in control group had longer mean length of hospital stay and often admitted to other inpatient institutions compared to patients in intervention group. Patients in intervention groups were able to do more physical activities and costs spent were lower than in control group. The probability of the cost-effective for the intervention lies around 0.5 compared with the usual care which was 0.6 at maximum. After oral nutritional support was given, significant improvements in functional limitations was confirmed by the study done by Woo, Ho, Mak, Law, Cheung (1994). Need-based intervention A group of 92 elderly who aged 65 years and above in nursing home at Taiwan participated in a randomized, double blind, controlled trial which included one year follow-up to observe mortality. This study done to examine the effectiveness of need-based strategy in improving the nutritional status among elderly in nursing home. Elderly in intervention group were given routine monitoring and a warm soup which contained nutrient supplement while elderly in control group were given routine care and normal warm soup. The content in the soup and detail about the study was not told to the resident involved. The participants’ nutritional status was evaluated using MNA and the height, weight, mid-arm circumference, calf circumference, BMI was measured and calculated. The elderly in intervention group who give supplement would be suspended once either one of the â€Å"at risk† condition was corrected. Over-nutrition can be prevented and saved cost by giving supplements when it is needed. There was significantly improved body weight, BMI, mid-arm circumference, calf circumference and others in intervention group (all p Conclusion From this review, it concluded that nutritional intervention such as oral supplementation is effective in preventing malnutrition among elderly. Oral supplementation can be taken with warm soup that is easily prepared, saved costs and with no associated digestive problems. Even though overall studies used different methods implementing oral supplementations, the results clearly showed that there was improvement in patients’ body weight, BMI, ADL and nutrition status after nutritional intervention used. It is also effective using oral supplementation with routine screening such as MNA which enables early identification of those who are at risk so that an appropriate intervention can be taken. We as nurses are able to assess the patients’ nutritional status frequently using MNA by reporting any changes to the dietician and able to administer the oral supplementation ordered for the patients. Limitations for all the studies were small sample sizes used and health condition of the patients participated may change during the study which will cause the ineffective of the oral supplementation. Future research should be done in various hospitals, community hospitals and nursing homes so that results obtained will be more accurate. The study should be done with a longer follow-up to give more opportunities for the patients to improve and a more accurate cost spent can be obtained. A longer follow-up can determine the effectiveness of nutritional intervention on quality of life and physical activities accurately. 1 | Page

Relationship With The Media And Tourism

Relationship With The Media And Tourism According to statistics, there are aspects which affect our way of thinking much more than mass media alone. The information and advice we are fed daily from various sources can often be ignored by us, but the mass media influences us all greatly, therefore, it is important for us to define mass media. The term mass media was first used in the 1920s to denote a section of the media aimed at targeting the lager audience using outlets such as nationwide radio networks and mass circulation of newspapers and magazines, though some forms of mass media such as books and manuscripts had already been used successfully for centuries. Mass media includes Internet media such as podcasts, blogs, message boards and video. We now have the kind of exposure that is compares in scale to that which was once restricted only to a certain band of mass media producers. Such audience communication has been considered by various commentators as forming a mass society with special characteristics, in particular, atomization or the lack of social connections this makes it especially open to the influence of modern mass media techniques such as advertising and propaganda. Public media as a term is used much less and is defined as media whose mission is to server or engage a public. Mass media can be used for several purposes, these include: a. Advocacy, in business and social matters. This can include advertising, marketing, propaganda, public relations, and political communication. b. Entertainment, traditionally in the performing of music, acting and sports and more recently during the late 20th century via video and computer games. c. Public service announcements. What makes mass media so attractive? The tourism industry harnesses the mass media which in turn holds a form of mystique to the public. This is because the designed communication appeals to a wider demographic. Advances made in mass media technology aides the marketing and promotion of tourism. If it gets people talking then this is a sign of a good mass marketing drive. If it succeeds then not only does it mean that the advertising drive has worked well, but also that the organisation in charge will benefit by the much valued and sought after word-of-mouth method of advertising. 2) Types of Media It can be possible to divide the types of Media into 3 categories: Print Media, Electronic Media and New-age Media. à ¢- º Print Media à ¢-„ a. Book A book is a collection of sheets of paper, parchment or other material with a piece of text written on them, bound together along one edge within covers. A book is also a literary work or a main division of such a work. b. Magazine A magazine is a periodical publication containing a variety of articles, generally financed by advertising and/or purchase by readers. Magazines are typically published weekly, biweekly, monthly, bimonthly or quarterly, with a date on the cover that is in advance of the date it is actually published. They are often printed in color on coated paper, and are bound with a soft cover. Magazines can be classified as: General interest magazines (e.g. Frontline, India Today, The Week, The Sunday Indian etc) Special interest magazines (womens, sports, business, scuba diving, etc) c. Newspaper A newspaper is a publication containing news and information and advertising, usually printed on low-cost paper called newsprint. It may be general or special interest, most often published daily or weekly. The first printed newspaper was published in 1605, and the form has thrived even in the face of competition from technologies such as radio and television. à ¢- º Electronic Media à ¢-„ a. Broadcast: radio television Television and radio programs are distributed through radio broadcasting over frequency bands that are highly regulated by the Federal Communications Commission. Such regulation includes determination of the width of the bands, range, licencing, types of receivers and transmitters used, and acceptable content. b. Film Film encompasses motion pictures as individual projects, as well as the field in general. The name comes from the photographic film (also called filmstock), historically the primary medium for recording and displaying motion pictures. Many other terms exist motion pictures (or just pictures and picture), the silver screen, photoplays, the cinema, picture shows, flicks and commonly movies. c. Internet The Internet (also known simply as the Net or less precisely as the Web) is a more interactive medium of mass media, and can be briefly described as a network of networks. Specifically, it is the worldwide, publicly accessible network of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). It consists of millions of smaller domestic, academic, business, and governmental networks, which together carry various information and services, such as electronic mail, online chat, file transfer, and the interlinked Web pages and other documents of the World Wide Web. à ¢- º New-age Media à ¢-„ a. Blogs (Web Logs) Blogging has become a huge form of media. A blog is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse chronological order. Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. b. RSS feeds RSS is a format for syndicating news and the content of news-like sites, including major news sites like Wired, news-oriented community sites like Slashdot, and personal blogs. It is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts. c. Podcast A podcast is a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers. The term podcast, like broadcast, can refer either to the series of content itself or to the method by which it is syndicated; the latter is also called podcasting. The host or author of a podcast is often called a podcaster. d. Mobile Mobile phones were introduced in Japan in 1979 but became a mass media only in 1998 when the first downloadable ringing tones were introduced in Finland. Soon most forms of media content were introduced on mobile phones, and today the total value of media consumed on mobile towers over that of internet content, and was worth over 31 billion dollars in 2007 (source Informa). 3) Role of the media in tourism The mass media plays a unique role in modern society. Its growth has accompanies an increase in the magnitude and the complexity of actions and engagements within society. With rapid social change, innovation in technology, an increase in personal income, standard of life and the decline of some traditional forms of control and authority. Although much debated, there is an association between the development of mass media and social change, even after years of study into the influence of the media. Many of the consequences whether beneficial or detrimental which are attributed to the mass media are almost without doubt due to other tendencies within society. Sociologists would rarely deny the significance of mass media and mass communications as a whole, as being a main feature in the construction and circulation of modern social understanding and imagery. The media play a crucial role in putting emerging destinations in Eastern Europe and Central Asia onto the global tourist map, helping to boost the local economies, according to the United Nations Tourism Organisation (UNTO) (http://www.un.org/apps/news/story.asp?NewsID=23983Cr=georgiaCr1=tourism). The vast majority of travel is decided upon by people who have never before travelled to that particular destination, and are therefore dependant on media reporting. Should a crisis occur, tourism can be seriously damaged. 4) Relationship with Media and Tourism It can not be ignored that the recent boom in tourism can be attributed to the media. Information is accessed using it and an education regarding the many interesting attractions to be found around the world. The internet is possibly the most popular source of information on destinations and the best way of reaching them. Through the Internet, information and various articles on a destination can be found which will give the traveller an advantage. They will also gain knowledge to determine which places best suit them and offer them the most. Using the internet is fairly easy and cheap to book. With online travel agencies, flights and trips can be booked simply by logging on to a particular website and making a choice from any of the tour packages the agency offers. 2. Effects of media on tourism The internet has for a long time been a key component and aide in the technology of travel. Surveys show that the trend is rising in numbers and indicate that travellers are doing their research and booking more and more of their travel online. Whist traditionally the realm of most major websites who were offering low airline fares with all the accompaniments are now in a position to offer even more. Social media now provides a completely new opportunity for interaction with its potential customers. It has become a global media platform which is at last, companies in all sectors are finding new way to: (http://38minutes.ning.com/profiles/blogs/can-social-media-make-an, Can Social Media make an impact on Travel and Tourism?) à ¢Ã¢â€š ¬Ã‚ ¢ provide a greatly improved customer service à ¢Ã¢â€š ¬Ã‚ ¢ respond to customer needs in the marketplace à ¢Ã¢â€š ¬Ã‚ ¢ extend their real-world brands beyond current geographic restrictions These same things can occur in the world of travel and tourism! 1) Economy The tourism industry generates substantial economic benefits to host countries and tourists home countries. Particularly in developing countries, one of the first motivations for a region to promote itself as a tourism destination is the improvement made to its economy. Along with other factors, this massive economic development can bring both positive and negative consequences. (www.geointeractive.co.uk//economic%20impact%20of%20tourism.ppt, Globalisation and Tourism: Impact of Tourism) à ¢- ºNegative impact à ¢-„ There are numerous hidden costs relating to tourism, these can have a negative effect on the economy of the host community. Wealthy countries are better placed to profit from tourism rather than the poorer ones. In addition, the countries last developed will have the most urgent need for income, employment created by it and a general rise in living standards. These countries are less likely to realise these benefits due to large scale transfer of tourism revenues leaving the host country also the exclusion of local businesses and their products. a. Leakage The direct income for an area is the amount of tourist revenue that remains locally after taxes, profits and salaries are paid outside the area and after imports, these subtracted amounts are called leakage. Generally, in most all-inclusive package tours, around 80% of a travellers expenditure will go to the airline, hotels and other international companies, as opposed to local businesses and workers. In addition to this, significant amount of income actually retained at destination level can leave again through leakage. In Thailand, a study of leakage in tourism showed that an estimated 70% of all money spent by tourists actually left Thailand. There are two main ways that leakage occurs: Import leakage: This mostly occurs when tourists demand certain standards of foods, equipment and other products that the host country cannot supply. On average the import-related leakage for most developing countries to-date is between 40% and 50% of gross tourism earnings for small economies and between 10% and 20% for most advanced and diversified economies. Export leakage: Often, found in poorer developing countries, these are the only destinations that possess the necessary capital needed to invest in the construction of tourism infrastructure and its facilities. An outcome of this is an export leakage which will arise when overseas investors who finance the resorts and hotels take their profits back to country of origin. b. Enclave Tourism Local businesses sometimes see their opportunity to earn income from tourists severely reduced by the creation of all-inclusive holiday packages. When a tourist spends their entire stay at the same resort or cruise ship, which cater for all their needs and where they make all their purchases, there is little or no opportunity for local people to profit from tourism. All-inclusive hotels generate the largest amount of revenue but their impact on the economy is less per dollar of revenue than other forms of accommodation. All-inclusives also import more and employ fewer people per dollar of revenue than other hotels. The cruise ship industry provides another example of economic enclave tourism. In 1999 non-river cruises carried around 8.7 million international passengers. On some ships guests were encouraged to spend most of their time and money on board, more notably in the Caribbean. Guest opportunities to make purchases in certain ports are closely managed and restricted. c. Infrastructure cost Tourism development can cost the local government and local taxpayers a great deal of money. Developers may insist the government improve airports, roads and other infrastructure, along with tax breaks and other financial advantages, which can turn out to very expensive. Though the improvement of a countrys infrastructure can be deemed to be a necessity, when public resources are spent in such a way, it is often at the exposure of critical areas such as health and education. d. Increase in prices A tourist demands for services and goods will often cause price increases that react negatively on local residents whose income may not rise proportionately. Tourism development and the related rise in the demand of real estate may increase considerably along with a dramatic rise in building costs and land values, making basic daily requirements more difficult to attain. e. Economic dependence of the local community on tourism For a healthy economy diversification is a necessity. However, if a country or region becomes increasingly dependant for its economic survival upon one industry, it can put severe strain upon itself and the people involved to perform well. Developing countries, especially those without the ability to explore other resources have welcome tourism as a way to boost their economy. In Gambia, for example, 30% of workers depend directly or indirectly on tourism. Many small island states struggling to develop, percentages can range from 83% in the Maldives to 21% in the Seychelles and 34% in Jamaica. To rely solely on tourism carries a risk to those tourist-dependant economies. Economic recession, the impact of natural disasters such as tropical storms and changing patterns in tourism can all have a devastating effect. f. Seasonal character of jobs Problems that seasonal workers face include: job and income insecurity guarantee of employment difficulties in getting training employment-related medical benefits recognition of their experience working conditions and unsatisfactory and working conditions. à ¢- º Positive impact à ¢-„ a. Foreign exchange earnings Tourism expenditure will help generate income to the host economy which will stimulate the necessary investment for financial growth in various economic sectors. Some countries may accelerate growth by insisting that visitors bring in a certain amount of foreign currency for each day of the duration of their stay. A significant indicator of the role of international tourism is its generation of foreign exchange earnings. In 83% of countries, tourism is one of the leading five export categories this accounts for the main source of foreign exchange earnings for at least 38% of countries. b. Contribution to government revenues Taxes generated by direct contributions on incomes from tourism employment and businesses and direct levies made on tourist e.g. departure tax. Indirect contributions arrive via tax and duties charged on services and goods supplied to tourists. The TWO assumes that tourism and travels direct and indirect, and personal tax contribution globally was more than US$800 billion in 1998 this figure is expected to double by the year 2010. c. Employment generation International tourism and its rapid expansion has significantly increased employment. Eg. Hotel accommodation alone has provided around 11.3 million jobs worldwide during 1995. Tourism is able to create jobs directly via hotels, restaurants, nightclubs, souvenir sales and taxis amongst others, and indirectly via the supply of goods and services required tourist-related outlets and businesses. Tourism supports up to 7% of the global workforce. d. Stimulation of infrastructure investment Tourism can stimulate local government to make much needed infrastructure improvements, better water and sewage systems, roads, electricity, public transport and telephone amenities can all benefit from such investments. This will all invigorate, encourage, and improve the lives of residents and the tourist combined. e. Contribution to local economies The environment relies heavily on the assets of tourism revenues are often used amongst other in the economic value of protected areas. Other revenues are not so easily quantified, as not all of tourists spends is formally logged. Revenue is earned from tourism via informal labour such as street render, guides and drivers. A positive side to informal employment is that monies are generally recycled within the local economy this has a good multiplying effect as it is spend repeatedly over and over again its community. The WTO has estimated that tourism will probably generate an indirect contribution that will be equal to 100% of the direct total of tourism expenditure. 2) Culture There are concerns that the development of tourism could lead to some destinations losing their cultural identity if they cater for the presumed requirements of their tourists, in particular, the international market. This is based on the observations of other destinations having compromised their sense of identity. The experience of tourism can be somewhat different to the things people see and do when in a home environment, this includes the real life experience and lifestyle of the places and the people they may see during their visit. (http://www.gawler.sa.gov.au/webdata/resources/files/5_Gawler_Impacts_Tourism.PDF, The Social Cultural Impacts of Tourism) à ¢- º Positive impact à ¢-„ Tourism is an opportunity for cultural exchange and more, creating an interaction within people of different lifestyles, aspirations and needs. Putting economic benefits aside, experiencing outside contact within various communities draws attention to the host community. People will always want to interact with other cultures and communities in the hope of learning of their traditions or possibly be confronted by new challenges and perspectives on life. It has been said that travel is a means to discover that things unknown or forgotten within ourselves. Tourism is obviously an experience driven industry the more you do it the more you want it. In addition local culture is a unique experience, along with the local personality, food and hospitality. The more one knows and learns about a destination, the more fulfilling the experience will be. Tourism is often used as a tool for raising awareness. The local branding of certain products and achievements can create regional identity, nationally and internationally. The needs and awareness of local issues can be raised by tourism. There is a global trend that aims towards investment in interpretation of natural and cultural resources. The attraction to natural and heritage icons often helps to fund numerous conservation project it also provides opportunities for the management of those sensitive and significant areas. A growing and important number of cultural celebrations have emerged which highlight many important events whilst paying homage to their ancestry. Cultural events can assert their identity which help and preserve local traditions for younger generations they also influence and inform visitors. In Australia main urban areas which tend to be multicultural and have developed their own very unique cultures. Many mostly regional areas are very much influenced by the food and the culture of their founders. Local food, crafts and personalities are always kept alive and kicking purely by tourism whilst raising funds for the greater community. Tourism can often boost the preservations and transmission of cultural and historical traditions. This will often help with conservation and the sustainable management of natural resources, the protection of local heritage, and a revival of indigenous cultures and arts and crafts. à ¢- ºNegative impact à ¢-„ Many impacts are socio-cultural and result in a lack of information, false impressions, poor communication and knowledge and misinformation. Negative perceptions and attitudes towards visitors and tourism in general can affect tourism and communities. Ill feelings towards tourism, delays/obstructions to tourism product development plus lack of council/authority support can prevent tourism from flourishing; perhaps these communities are not yet ready or even prepared for the onslaught of tourism. Problems with the economy or the environment can all too easily, rightly or wrongly, be blamed on tourism. Leaving the channels of communication open and with adequate consultation transparency and involvement at community level at all stages during the planning process can benefit communities in taking ownership of tourism. In some circumstances the word tourist has become a negative term; in fact, many travellers no longer consider themselves as tourists and prefer the term traveller. There is a clear change in attitude of both the traveller and communities to the concept of the visitor. This concept now gives strength to the fact that travellers are merely guests of the community and that their stay in that community is very much a privilege and not a right. 3. Media marketing in tourism industry 1) How Film and TV drama images promote the new destination Greater knowledge of a country can be gained from film and TV. The wildlife, fauna, culture and its people can result in the broadening of minds and general attitudes towards the country. An interest in the nation and its positive image can eventually lead to an actual visit to the country (Iwashita, 2006). Leisure activities such as watching films as well as traveling are ways to escape. Both provide temporary relief from the real world (Carl et al., 2007). Films can induce viewers to travel by the physical properties (scenery and landscape) and their associated theme, storylines, events and actors, shaping the audience feelings, emotion and attitudes towards places. Location and film experiences are enhanced in memories by associating them with the actors, events and setting (Iwashita 2006; Riley Van Doren, 1992). One of the effective strategies to induce film tourists is collaborative campaigns with the film industry (Grihault, 2003). England provides an excellent example of the way in which film and television has boosted the tourism industry. Approximately 28 million visitors visit Britain each year after viewing the country on the screen (Kim et al., 2008). VisitBritain has made various efforts to temp Indian film makers to use UK locations in Bollywood movies, even if locations are used as backdrops for other countries. Movie maps have also been widely used to promote film locations of the destination. Movie maps have been found to be successful as part of film tourism marketing campaigns (Hudson Ritchie, 2006b). They can be used to ease film tourist in identifying various locations where the film has taken place. A movie map has been produced by VisitBritain highlighting more than 200 filmed locations across the UK. These materials have quickly become Visit-Britain most successful printed product. Other marketing strategies have included guided film tours and walks. Such tours have relied heavily on film illustrations enabling the tourist to identify the landscapes and buildings that have been used in the making of the move. There should also be a website dedicated to film tourism that will provide film synopsis, links to film-related websites, the necessary relevant information about travel within the destination including tours, accommodation, food, shopping and the opportunity to learn about film destination, the language, history, religion, lifestyle and leisure. 2) How consumers make a decision on their destination Literature on tourism shows that the image of a destination will influence significantly the tourists choice of destination. Images of destinations play a significant role in influencing tourist decision-making process as the basis for tourists to make choice about where to visit (Gartner 1989; Echtner Ritchie 1991). The more favourable the image of the destination, the greater the likelihood of being selected as a destination choice (Chon 1990; Um 1993). Butler (1990) suggests that films can influence the travel preference of those who expose to the destination attributes and create a favourable destination image through their representation. To influence the choice of destinations, understanding of how decisions are made and which factors can influence them are regarded as the important pieces of information (Woodside Carr, 1988). There are plenty models explaining the tourist decision-making process which include important variables influencing tourist decisions. It has long been recognized that travel stimuli through marketing efforts and previous travel experience have played an important role in influencing destination choice. Non-touristic-directed stimuli such as films can also have strong influences on tourist decision-making (Iwashita, 2003). These stimuli have not yet been included in the tourist decision-making models as important variables. The power of film in portraying a positive destination image to induce tourist arrivals to a place is clearly shown in various research (e.g. Tooke Baker 1996; Iwashita 2006; Kim et al., 2008). Having reviewed the literature, it was found that film-induced tourism is relatively new in tourism research. Research on the impact of film on tourist decision-making is even lacking (Busby Klug 2001; Hudson Ritchie 2006b; Rewtrakunphaiboon 2008). 4. Media on tourism of countries 1) Impact of Film on Visitor Number Film-induced tourism has brought major economic benefits to local communities such as lasting tourist receipts. Film locations can be all-year, all-weather attractions which alleviates problems of seasonality in the tourism industry (Beeton, 2004). Riley et al. (1998) studied 12 films and found that the peak of the interest appear after the release of the film, approximately 50% increase in visitation at least five years later and the image is often retained for a long time. 2) How films and TV drama influence on tourism A further significant benefit of film tourism is the increase in cultural value to the location of the film. Numerous heritage sites have been used as film locations and in many cases have seen their popularity soar as a result, particularly after its release. Such sites acquire specific meaning through its film narration. Without film storylines, a castle or a stately home may not be indistinguishable form others (Busby Klug, 2001). Film locations worldwide now play a major role in deciding which country a tourist will visit. The American soap opera Sex and the City is one of the examples that have become such a big hit not only in the United States but around the world. Hundreds of shops, restaurants and bars that were featured in the film have become significant destinations and an added reason to visit New York. à ¢- º Specific Film and drama cases à ¢-„ a. The Piano, Lord of Ring, etc (New Zealand) New Zealand is one of the latest destinations to benefit from film-induced tourism. The movie, The Piano has provided many positive benefits form tourism within New Zealand. New Zealand was shown in its promotional posters which in turn aided and promoted international tourism advertising. The image of New Zealand has been enhanced further after being the backdrop to all three Lord of the Rings films. The New Zealand tourism website promotes itself as Home of Middle-earth. Amongst other popular films that were shot in New Zealand include The Last Samurai, Whale Rider and Perfect Strangers. Websites that link particular films to their film locations is a very effective promotional tool to induce tourists to the destination (Croy Walker, 2003). This promotion strategy has been used in New Zealand where Tourism New Zealand developed part of its website to specifically promote The Lord of the Rings and other film locations throughout the country. b. TV drama (South Korea) The Korean film named Stairway to Heaven, one of the popular television series in Asia, was shot in many clichà © places but the sentimental location is the merry-go-round at the Lotte World. After the release of the film, the merry-go-round at Lotte World has become the famous attraction among Asian tourists (Aran, 2007). Evidence shows that the emotional attachment that film-induced tourists have with the film is a recreation of the often stunning locations. In Winter Sonata, the evidence is shown and impression scene of two lovers holding hands whilst walking on a log. This famous log has now had to be destroyed and removed from the location due to an overwhelming number of visitors, some attempting to emulate the scene in the film. Film can enhance the destination image and increase the awareness of the host city. Previous research (Kim Richardson, 2003) suggests that those who are exposed to the film have more favourable destination image towards destinations featured through films than those who are not exposed to films. 5. Conclusion This report shows the relationship between the tourism and the media and its actual effect on tourism. It also gives an illuminating perception of film-induced tourism by revealing a lack of research in tourism and requesting further empirical studies into this aspect of tourism. It also shows the advantages to be had from film-induced tourism, opening up many locations to a wider audience and informing the tourism more than traditionally targeted tourism promotional campaigns. The marketing of film tourism has been used successfully in many of the leading film locations in United Kingdom, United States, Korea and New Zeal