SUSTAINABLE TOURISM MANAGEMENT

EXECUTIVE SUMMARY
This report basically covers the idea about sustainable tourism within a broader perspective to
tourism business responsibility, the management systems, its framework and many more
analytical importance and concepts. I have critically evaluated context in theoretical and
conceptual relevance and has brought many appropriate competitive advantage objectives and
strategies that could well identify the changing business environment and adapt the scenario with
respect to roles and indications. In this modernistic era, businesses are defined in a more
complicated manner from before. It is therefore necessary for an organization to seek and
understand the competitive environment and its natural effect to achieve the proposed objective
and gain success in this establishing of strategically approach. In order to set proper scale for
achieving this scenario, there should be improvement within the organization and also outside
the organizational structure to access the prior technological usage and the role that every
organization must intake for improving their performance. In this report I have also presented the
overall analysis along with the evaluation technique pertaining for tourism organization and its
sustainable criteria to business management procurement. It has analyzed the advent of a
maintenance and implication of the respect to Thomas Cook case study. Thomas Cook is one of
the largest Tourism operator in the world that provide many national and international leisure
travel operating in around 100 countries worldwide thereby serving far reaching customers
nearby of 30 million in and out of sourcing market. The company has entered into the tourism
industry because of radically changing cites over decision. The management system rounds up
binding to new and approaching stances to cultivate momentary significant that will be keen at
giving constantly invoking performance, brand portfolio and developmental strategic position to
impact the environment. The responsibility of every tourism business is to identify the impact of
external environment, influence the stakeholders on strategy, in expectations, lay out strategic
capability and more.
There are factors that examine to show the remote behavior and influencing actions in a tourism
industry that take into positon the macro level factors. In case of micro level effect there are
intensity of rivalry, substitutes and overseas entrants, bargaining power of buyers and suppliers,
etc.

As far Thomas Cook is concerned, distribution network hold the main evaluation dimension to
sustainable competitive advantage. Since the organization has a multi-canal distribution strategy
it stays ahead of the competitor groups. It possesses best distribution capabilities as far as
agencies are concerned and permit to gain market share. This has made Thomas Cook contribute
lot to positioning in the distribution system which is viable that it will overtake many known
landmark in its coming years due to this advantage.

Introduction
Sustainable development can be defined as the development which takes into concern the present
needs and meets them without neglecting to cope up to future generation perspective analysis for
granting those needs. This term is a better route to council decision making and in effect render
good council servicing. It also ensures the betterment and increase the quality of living thinking
to impact the present action over future generation for enhancing and protecting the built and
natural environment. This prospectus is achieved through learning to live with adhering
knowledge and be limited under the environmental boundaries. Tourism is a sector that changes
in a rapid manner through the influence of various economical, technological, social and other
trends. In this context, the sustainable management scenario is described for Thomas Cook, a
tourism industry that manages tourists destinations in a manner thus ensuring to protect the
cultural, natural, environmental resources. Apart from this it also contributes to the interest over
profit gain, responsibility action for many developmental competitions and performing the task
related to acquire overall business subjects like stakeholders functionality accommodation
facilities, hotels and others, destination marketing organizations, travel agencies, chambers of
commerce system, local tourist departments, tourist offices, etc. Since this is a cornerstone to the
growing strategy of framework for tourism, this is designed to equip the manager with relevant
information and understanding through skill engagement and effective dialogue partnering to
work with stakeholders (including tourism businesses, residents and visitors) and ensure bringing
out sustainability in a social and economical view. Thomas Cook aims at enhancing the
destination environment and improves the visitors quality of pertaining experience.

1.

Critically evaluate the theories and concepts of sustainable tourism development

relevant to Tourism business responsibility

To see the outbound scope, many complex sets of scales, aims, systems and processes lead to
capture the need for sustainability in tourism. This has criticized that meaning and clarity of the
concepts and its application and has evoked a multifaceted conceptual ground of sustainable
tourism. As per Swarbrooke statement, he has identified sustainable tourism to be an
unachievable theory whereas few scholars put their view to totally irradiate the idea and concept
of sustainability in tourism. Again, from the research study that it was mentioned that sustainable
tourism development has pose an impasse statement and so its time to move beyond the era of
sustainability. Even because of too many frustrations and criticisms which are out of the
understanding, there are still no disappearances to limit this growth thinking, responsibility, and
demand for sustainability. Instead, this mere reality is seen in an opposite sense. With the
underlined notion to World Bank, the business deal that tourism makes per day is 3 million
where the growth has an estimation of 16 billion to be reached by 2020 of the international
tourists arrivals. Again, through the World Bank analysis report there are risks and challenges
setting their own set of growing trend in the Tourism Industry. Therefore there is a hike in
necessity for implying the idea of sustainability in tourism which should be met at any cost. This
idea should be further reflected over the concept and prioritize the actively sinking idea of
sustainability taking into account the failure issues for faster progressing, evaluating this
potential reasons of failure and responsibility management. There has been this critical effect in
tourism research and operational practices from the past 25 years. Since the matter is concerning
sustainability on tourism, prior reform is give to the conceptual overview in business
development linking thoroughly evaluating the performance measurement of the organization
relating to its sustainable products, facilities, services or process. Here there is a need to measure
the sustainability the quantitative or least qualitative approach of economical and noneconomical factors.
Looking ahead at the contemporary high competitive world, there is a much involvement in
creating positive image for attracting business, tourism, events, students, investments, etc. In this
process business, people, tourism, politics, environment and other wide range of factors are
involved which are been implemented by most of the countries so as to increase the brand

strategy. Even in business prospects the responsibilities are profound like in major cases such as
travelling, initializing new ways of consumptions and giving attention to valuable experience
within the organization, stakeholders, tourists, even responsible action to their culture, attention
to education for impacting a valuable quality experience and improving life of host communities.
This also includes protecting the business downfall. Business strategy provides absolute solution
to permit the usage of financial resources for achieving vital objectives. There are responsible
actions that business should take accounting to measurable effort in tourism development. In this
strategy business should take into consideration the stakeholders value and organizational
member and understand the organization members. It should also understand the strategically
choices based on ethical nature of the organization.
It is seen that investment in private sector has come to a decline state. The economic issues are
touchable in outbound tourism reflected over domestic handling; they are not inbounds and do
not encourage the cutting taxes policy or increase the role of private sector in tourism. Again
with the consideration to economic stability and inflation, there are high risks and ties giving rise
to beneficial account to inbound tourism with respect to currency power and cheaper expenses.
With this effect there is also a dramatically fall of personal cars because of policy of using
Intelligent Fuel Cards.
There should be promotion leading to medium and small sized tourism enterprises for its
establishment in the tourism industry comparing to that of large scale hotels or more. This has
led to impact the environmental changes and is the responsibility of the industry to play as
community model showing possible outcomes in business and protect the natural resources. In
this manner the industry supports and promotes local communities in due course of this tourism
business making granting access to fewer rates. Since total transparency should be maintained
and ensured in the transaction process and so tourism should take this action to prevent
laundering illicit money thus avoiding rule and regulation.
If tourism is to be sustainable, it should take advantageous action for improving the local people
lifestyles, offer them a better future and protect the health and environment. Thus this can be
regarded as an empowered local community vehicle that protects and creates opportunities in
remote areas. In business sector chooses sustainable tourism for long and short term development
plan which is beneficial and is spread to define optimal tourism destination in regions and local

areas so as to ensure enjoyment for visitors and impose minimal disruption for running landmark
for business and local communities.

2.

Critically analyze the sustainable management systems of a tourism organization

With due course of time, environmentalists face threats within business industries leading to both
agreeing and disagreeing statement that sought as powerful message thereby allowing numerous
people to embrace change. For this organizations like Thomas Cook need to face the fact and
agree to meet the faster mobility of accounting boundaries. With an approach to sustainable
management system, organizations are leading their way to implement a wider system so as to
link different business part and spread it to larger environmental adaptation. Hence there is a
trend that shows imperative effect to include the image of responsibility for sustainable tourism
which is meant for the public. As it can be known that firms hold the social basis for
organization, but there is a dramatic double-edged sword seen in the context between image
promotion and implementation practices. This is also called as green washing and gives us
sources to know the evident appeal of public over sustainable management. It is also necessary
that execution of sustainable management practices should be carried out and so it is wise for
Thomas Cook to make connection within both the conceptual fragments of vision and practices
of sustainability. In this aspect, there is a task that manager should take as primitive essence and
think realistically and systematically about the application of traditional business laws to that of
environment issues. These concepts do generate newer ideas to emerge the business principle
ways from which Thomas Cook Company can get the right managerial skills, competitive
positions and industry structure and then deliver hike amount to shareholders as improving
stances in the performance management pursue of the environment. It is possible for Thomas
Cook to go green on a standard budget. Introducing the big picture of the company can help
generate the betterment and saving options inclined over performance. Through the use of
sustainable values like construction, design and planning the company can achieve gains from
reduction of sustainable planning facility.
The analysis leads to create a successful green building or business over the cost benefit frame
for allocating the funds in an appropriate manner. For this completion, a sustainable balanced

scorecard is put to provide the corporate strategy in work. Now as per Kaplan and Norton 1992,
the Balanced Scorecard is an established tool to apply a proposed strategy inside the organization
and gather the combination of both financial and non financial aspects. This is an industry used
tool broadly implemented and consists of a customer perspective (creating values that are
different from the customers point of view) and financial perspective (shareholders perspective
citing the profitability and risks and strategy for growth), learning and growth perspective
(giving prior chances to enable climatic adherence that support growth, innovation and
organizational change) and internal perspective (creating both the shareholders and customer
satisfaction through business processes priority value).
Sustainable Development Indicator (SDI) is an identifiable proven tool that helps in measuring
progress on sustainability. It plays a critical role in policy and decision making, communication
and raising awareness, and performance measurement and benchmarking. There are wide ranges
of potential indicators that set their own evaluation to agree upon and give the breadth of
sustainable development concept. This indicator has limitations and attempts at measuring
complex values through the use of limiting no. of address. However, this has a common problem
as they get too large to be used in practical sense while trying to incorporate the indicator in
addressing over all aspects. Thomas Cook adapts this approach to compiling sustainability
development indicator sets for meeting necessary information. The company has provided full
and detailed documentation to select over the indicator and involved to identify consideration of
issues like communication, presentation and data availability which are usually based on wide
consultation instead of any conceptual design frame-work.

3.

Create a sustainable management framework for an organization, indicating the

adaptations required to face a challenging business environment.

From small to medium sized business, sustainability is known as the complicated and expensive
ideal option. There are prevailing that cause to encourage the adoption of sustainable practices.
But in order to implement these practices, there are some barriers that have aroused such as
technical nature of information forums, lack of industry support, the labor intensity of becoming
certified, costs of implementation, etc. However, wider activities are been undertaken for

improving the performance of environment and they range from accreditation programs to use of
energy light globes or recycling. In order to enhance the environmental credentials there are
business spectrum dealings which can reduce cost. Since many organizers have recognized the
significant impact of environment, through tourism initiatives they undertake responsible actions
of the included events. Environmental leadership was demonstrated by major events like one
held at Thomas Cook that has helped to avail a transformation event in the organization.
In order to serve the sustainable development for Thomas Cook, predicable tool to be used is
sustainable business management since it combine the requirements and challenges stakeholders,
shareholders and of market condition and thereby meet the effective strategic and operative
objectives for contributing to the goal of sustainability. In order to meet these sustainable
requirements within the fixed set of framework, it moves, controls and coordinates the
organization, creates the organizational strategy, defines tasks and objectives and sets standards
as per the market situation (Baumgartner, 2003).
Within the scope of sustainable development, a wide range of initiatives are set which do not
take into consideration to all the relevant actions across government framework for sustainable
development. Since this framework will focus on key challenges, it will be most effective by
widening and deepening the sustainable development thus identifying the gaps and providing
commitment to act in order that needs delivering and mainstream effort.
In this case, a long term out is crucial because it aims at elaborating the realistic and concrete
vision on the way to sustainable development. In this context of transition to a low carbon
competitive economy, the Thomas Cook climate policy development addresses the emission
reduction and makes references citing to future targets and comparing results in appropriate
cases. The aim of the framework is for providing an effective implementation mechanism for the
integration of sustainable development and deliver concrete measures to progress in to key areas
of policy. This framework also prioritizes and identifies the mechanism and policy areas and
locating approach that will provide value addition thus enabling the progress statement inline to
strategic aims. It also promotes and highlights the existing sustainable practices that will
underpin the general causes of sustainability through taking correct support. There are
strengthening coordination and coherence and policy integration that bring decision making
perspective to a broader term. It also sets out governance mechanism ensuring all the

stakeholders to participate effectively and set out timelines, responsibilities, and clear measures
in the implementation plan. Measurements are also taken about set out progress by using
indicator tooling techniques. In this framework process, ideal adaptations to improvement,
learning, incorporate monitoring are devised so as to assist the tourism industry and mitigate the
effects over undertaking this significant work.
Conclusion
This report shows us a basic approach to sustainable tourism industry and its mind to sustainable
development and challenges that impact over sustainable company like Thomas Cook. Critical
steps are necessary to avail sustainability in all the boundary frames dedicated to create safe and
sustainable working environment and implement sustainable policies adhered to follow within
minimum requirements. Significant resources are developed and implemented both in efficient
and effective manner through various training and development programs where members have
taken steps to follow the supporting and make use of required tool and technique to create a
sustainable and environmentally aware society. Thomas Cook is truly a sustainable tourism
organization having its policies and implementation to tourism activity and other sustainable
management objectives being committed towards improving the lives of the community and
employees by exercising several initiatives. In this paper the concretization of sustainable
development for Thomas Cook organization is thoroughly discussed and provides an account of
central elements in a systems thinking approach through the use of strategic business
management approach. It also depicts the clear identification to engagement with key
stakeholders and puts ample inputs to resources, people and natural environment. Through the
implementation and controlling indicators measures successes proposal is identified showing an
impact over the measurement scenario. Sustainable tourism has laid out adapting and re-focusing
balancing mechanism in terms of usage and limits that continuously plan, monitors and changes
ensuring the management effect of tourism and development programs. This requires realizing
and long term thinking approach to changing procedures in an irreversible, gradual and
cumulative manner. Here I have highlighted the environmental aspects included as per the
industry and government, visitors, local communities, indigenous people and every stakeholders
interest. Therefore, necessary address concerning to environmental and social concern should be
analyzed through initiatives, practices and policies and help the management and business

planning take efforts and be responsible through imperative action for the industry to survive as a
whole.