خلاصة:
One of the most important factors for successful tourism industry is the ability to recognize and
deal with change across a wide range of key factors and the way they interact. Key drivers of global change within
the external environment can be classified as Economic, Political, Environmental, Technological, Demographic and
Social. Based on a series of workshops comprising a range of Iranian tourism stakeholders this paper explores the
way in which these key drivers could affect the global tourism industry to the year 2020. An exploration of these
trends allows important change agents, on both the supply side and the demand side of tourism, to be highlighted
and discussed. In response, innovative strategies can be formulated by target area managers and tourism operators
to avoid strategic drift for their organizations and to develop tourism in a sustainable way.
ملخص الجهاز:
Implications for Target Area Management Workshop participants views on the implications of global trends for target area management can usefully be classified <TD></TD> <TD> RISKMANAGEMENT</TD> <TD></TD> <TD>TARGET MARKETING</TD> <TD></TD> <TD></TD> <TD>Target area manager should explore</TD> <TD></TD> <TD>Target area policy, planning and</TD> <TD></TD> <TD>what assets exist that cannot be</TD> <TD></TD> <TD>development must be carefully</TD> <TD></TD> <TD>replicated as a basis for tourism</TD> <TD></TD> <TD>created and balanced so that</TD> <TD></TD> <TD>planning, policy and marketing</TD> <TD></TD> <TD>tourist are safe and secure but also comfortable</TD> <TD></TD> <TD>Database marketing should be used to understand, communicate and build</TD> <TD></TD> <TD>Cooperation between</TD> <TD></TD> <TD>relationships with key target markets</TD> <TD></TD> <TD>governments and operators is important to successful risk management</TD> <TD></TD> <TD>Product and marketing development will be increasingly targeted and increasingly theme-based</TD> CLIMATE CHANGE Tourism industry must mitigate and adapt in response to climate change Tourism industry should make a fair contribution to greenhouse gas emission reduction Climate change mitigation policies have particular significance for long haul target area IMPLICATIONS OF GLOBAL TRENDS FOR TARGET AREA MANAGEMENT SUSTAINABLE TOURISM DEVELOPMENT Yield more important than numbers Economic-environment trade-off necessary Consumers’ should be educated to purchase tourism products which match environmental constraints Cooperation between governments and operators is important to successful risk management EDUCATION FOR TOURISM MANAGEMENT People need the skills to work in different cultural environment and integrated workplaces Target area should provide community education and training programs that support the tourism industry Opportunities exist to capitalize on re-skilling an aging population Tourism firms must appreciate the importance of life-long learning and &quot;top-up&quot; of skill through training Fig. 2.