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(TOUR 3009) Discussion of key strategies for the tourism sustainability outcomes in the sustainability assignment


Task: You are required to discuss ‘how’, ‘in what way’ the industry sectors (Tourism, Hospitality, and Event) can contribute to achieving different goals of destination sustainability. The sustainability assignment should mention the success/weakness of key strategies implemented by the case study examples for achieving specific destination sustainability goals.


Introduction to the sustainability assignment
Non-governmental groups, businesses, labour unions, local governments, and governments are increasingly looking into ways that the tourism sector may encourage sustainable tourism and practices rather than harm local surroundings and cultures. The tourism industry plays a crucial role to uplift the agricultural productivity level with the help of the promotion of local product production, consumption, and sales in tourist destinations. The sustainability assignmenthas aimed to illustrate how the tourism industry is contributing to achieving sustainable development goals. Along with this, the sustainability assignmentmainly focuses on five provided lecture topics such as strategic alliance, strategic quality control and performance, green leadership, cultural development, and social capital development.

Lecture Topic 6: Economic Sustainability Goal- Strategic Alliance
Economic sustainability goals in the tourism industry refer to the sustainable development of tourism while maintaining strategic alliances. In this regard, studies in thesustainability assignmenthave mentioned that strategic alliance of economic sustainability goals not only helps to improve business but assists to develop local communities (Ganushchak-Efimenkoet al. 2018). Therefore, it can be suggested that to witness sustainable benefits tourism companies need to focus on strategy selection. For instance, maintaining alliance with the UNWTO’s “Tourism in 2030” agenda companies under the tourism industry can meet the economic sustainability goals as it holds the potential to improve strategic alliance (, 2022). Additionally, strategic selection of bold agenda may help the industry to end extreme poverty and to fight economic inequality. For example, following Goal 8 which is regarding Decent work and economic Growth, may help tourism companies to increase skills of employees while not compromising with the economic growth (, 2022). Therefore, it can be commented in thesustainability assignmentthat following each strategy along with the Goal-8 of UNWTO’s Tourism in 2030 agenda will be able to achieve specific economic sustainability goals. However, Foréset al. (2019) commented that sudden change in the external environment such as cost of living, inflation may prevent tourism companies from achieving economic sustainability goals as it prevents them from maintaining a strategic alliance. Hence it can be said in the sustainability assignment, keeping an eye on the changing status of the economy, tourism companies may achieve success in economic sustainability.

Strategies-Under SISLO framework-After examining the operational strategy of Exodus Travels, a Sweden based tourism company in the sustainability assignmentit is noted that the firm is excellent in managementof strategic alliances and on “Trust-Pilot '' as they aim to create positive change in the society through the joy of travel (, 2022). In this regard the firm considered in thesustainability assignment is specially focusing on professional skill development of each employee which is eventually helping the authority to maintain sustainable economic operation. Not only that, integrated and sustainable economic operation helping to change issues of inequality in the operating area as they are using the powerful tool of community development.

Industry sector- However, Exodus Travels considered in thesustainability assignmentis aiming to become the best travel company not just in the industry sector but for the world (, 2022). Hence, the purpose of the firm in thesustainability assignmentis reflecting that sustainable development of the world and development of the business is the key aim of their integrated operation. Moreover, strategic allience is helping the fim to become leader in the industry sector.

Stakeholders- Local community, employees, shareholders, investors, customers, government are key stakeholders who are helping the firm to manage operational activities. Local impact-However, Birendra et al. (2021) suggested that by improving employment and income earning opportunities for the local people, tourism companies can improve their performance which is economically sustainable. Under the SISLO framework, the case study organizationconsidered in the sustainability assignmentmay follow the above-mentioned strategy to improve overall performance of the firm and to eliminate social inequality.

Outcomes of the sustainability assignment-Beside this, focusing on partnership with global tourism companies ExodusTravels considered in thesustainability assignmentmay strengthen their network across the globewhich will act as partners with the business. As a result of it, the firm would be able to create a strong presence across the world which will eventually accelerate the revenue generation process. Needless to say, it will act as single type industry. Hence, the key lesson learned from the sustainability assignmentis that, to achieve economic sustainability, strategic alliance is a necessity. Additionally, partnering with global companies or developing a strong network one company can improve their revenue generation process and can achieve economic sustainability in both short and long run.

Lecture Topic 7: Economic Sustainability Goal- Strategic Quality Control and Performance
The main purpose of strategic quality control and performance for the tourism industry in thesustainability assignmentis to highlight the optimal development of a particular sector in a sustainable way. Some examples of quality control and performance management tools or strategies are “balanced scorecard”, “benchmarking” and “KPIs”. From the point of view of the tourism industry perspective, measuring organizational achievement and putting in place practical plans for future economic success are difficult tasks (Villalba-Diez et al., 2019). The search for a practical method of strategic control and performance management indicators is on-going. According to the definition of a “balanced scorecard” in the sustainability assignment, it is a managerial tool that helps managers to create performance objectives with the help of mechanisms and it also helps them to measure linked to strategy. On the other hand, for aligning individuals’ expectations with the organisational strategic objectives, one of the most used tools is Key performance indicators (KPIs). Needless to say, various companies in the tourism industry are taking extra efforts to improve sustainability (Chandethet al., 2020). “Intrepid Travel”as per the sustainability assignmentis one of the companies using skills training to contribute to achieving sustainability.

The main motive of “Intrepid Travel”as per the sustainability assignmentis to increase the benefits simply of tourism. By employing local leaders and staff and featuring the suppliers, the organization encourages travellers to purchase sustainable products (, 2022). Every aspect of this company, from the employees at the international offices to the trip leaders, contributes to making sure that they only provide ethical travel experiences. There is no doubt in the sustainability assignmentthat in order to manage strategic quality control and performance of the organization, the quality control, and performance management tools are quite important. Here, the business has been observed to be using the KPIs to improve their commitments to preserve the environment and protect the rights of the most vulnerable (Zulkifliet al., 2020). The strategies used by this business are quite effective as well, as it has been observed to be minimizing the use of resources such as wastewater and energy. As a result, the organization is aiming to reduce its carbon emissions by using local transport where feasible. Considering the business’s past activities in the sustainability assignment, it is quite obvious that the company has been quite successful in implementing the key strategies to improve its quality and performance. However, it is indeed an important area in sustainable tourism to measure CO2 consumption (Purwanto, 2020). Therefore, in order to improve sustainability within the organization, the company is advised to incorporate a balanced scorecard as well.

S-Under SISLO framework, considering the recommendation for further improvement to achieve good health and well-being in this industry, the chosen sustainability assignmentorganization is advised to improve its KPIs. This can be done by re-evaluating the activities in the organization. For instance, here the organization can put revenue attribution at the core of the performance indicators.By incorporating the strategy to improve KPIs, the business is expected to improve its financial performance to achieve organisational success. I-This will act as a single type industry as the business is focusing its entire resources on one industry. This simply means that the business belongs to only one industry. S-Here, customers, employees and shareholders are the stakeholders of the business. L- Considering the local impact of the business, it will provideseveral advantages for local communities, including reducing poverty and becoming a crucial sector for local economic growth (LED).

O-Here, the operators in the business can improve its environmental performance and increase the sustainability of its operations by taking into account these approaches and monitoring the pertinent KPIs in the short-run. At the same time, the sustainability assignment can draw in more consumers who are interested in becoming more environmentally conscious and orientedin the long-run.

Lecture Topic 8: Environmental Sustainability Goal- Green Leadership
AS per the sustainability assignmentleaders who adopt the green leadership approach are better positioned to invent and implement sustainable methods. In turn, they are probably going to lead to more extensive actions, such as backing for laws that will guarantee the long-term prosperity, security, and success of all facets of society members of the world that is interconnected (Jia et al., 2018). The Green leadership strategy can be classified into three different sections. They are hard, finance, and software management strategies. Among the three green management strategies, hard management has been considered one of the best strategies to incorporate sustainability in an appropriate way. In the current era of technology as per the sustainability assignment, various companies have been observed to be using the green leadership strategy. McDonald's can be identified as one of the companies that have appropriately incorporated green into its processes. McDonald's wisely adopted green business methods, caving into the growing public trend for environmentally friendly living. It is seen in the sustainability assignment, that it has worked with PETA to implement its business operations method methodically rather than damaging animals' natural habitats (Hatta, 2021). In 2012, similar to this, the business totally stopped using foam cups for double-walled paper containers that are fully recyclable. However, obesity, kid’s targeting ads, environmental pollution, and animal abuse are among the strategic concerns that have an impact on sustainability.

Being one of the world's largest restaurant companies as per the sustainability assignment, in 2018, McDonald's announced its new climate goals. This can be considered as hard management incorporated by the organization to implement rules and regulations. By the end of 2030, the organization is aiming to decrease greenhouse gas emissions by around 36% (, 2021). In addition to this, in order to reduce its emissions intensity, the organization has aimed to decrease the supply chain by 31%. By incorporating these key strategies, the business has developed a road map to achieve sustainability. However, in 2019 as per the sustainability assignment, while modernizing the operations and becoming environmentally friendly, some of the individual franchisees have pushed back. It has also been observed that the future success of the company depends on its own ability to be more sustainable. All these individual franchisees have been creating issues. Therefore, the business needs to get franchisees on board (Zhou et al., 2018). Even though the initiatives taken by the organization are essential in the long term, setting up the potential for more fight infighting will be highly required.

S-Under SISLO framework, considering the recommendation for further improvement to achieve sustainability, the organization is advised to incorporate soft management strategies as well.For instance, “code of conduct” for the business will provide a set of guidelines to influence the behaviour of different stakeholders.

I-Needless to say in the sustainability assignment, it is a single type industry. The organisation in retail industry is specialising in a single type of service. the business often focuses its efforts on a single type of or a relatively small range of goods. S-Here, with the help of certain activities such as events, workshops, accreditation or certification, and green marketing the business can showcase its promotion of environmental practices. As a result of the sustainability assignment, the participants will be acting as a main stakeholder.other stakeholders of the business are employees, investors and communities.

L- McDonald is known to make changes to its regional menus to reflect regional preferences.The introduction of atypical food product into foreign cultures has had an impact on traditional values. The types of cuisine reflect distinct geographical areas, religious traditions, and social groups.

O-The capacity of McDonald's to endure adversity, however, may be the main factor contributing to its longevity. Despite having a mainly upward trend throughout its entire existence as per the sustainability assignment, McDonald's has faced several difficulties and scandals.By incorporating the soft management strategy, the organization will enhance its sustainability leadership to prove that it will be possible to set ambitious goals and collaborate with unexpected partnersin the long run. As a result, it will become one of the most powerful brands to drive environmental innovation.

Lecture Topic 9: Cultural Sustainability Goal- Cultural Development
In simple sustainability assignment, cultural development strategies simply represent the extent to which tourist attractions encourage local cultural development and peace, rather than taking harmful steps toward cultural commercialization. These strategies are important because it provides a positive view of the local population (Huang et al., 2021). Some examples of cultural development strategies are entrepreneurial strategies and creative class strategies. Here, the entrepreneurial strategy represents can be divided into two specific strategies that are placemaking and place branding strategy and cultural lead, urbanization, and revitalization strategies. “Qantas” has incorporated diversity as a strong approach to serving its customers in a better way (, 2022). It has been observed in thesustainability assignmentthat the organization values its consumers and acknowledges the diverse nature of the entire workforce. Moreover, the business uses its recruitment and development strategies to attract and retain individuals from diverse personal and cultural backgrounds (Ren et al., 2020). In the past, the organization has been observed to be facing various issues related to its cultural background. In addition to this, issues with safety and security have also been quite significant.

The organization considered in thesustainability assignment has been observed to collaborate with Jester to have a good influence on the community and provide opportunities for every individual through working with communities and by involving individuals. Among the cultural development strategies, now the company is implementing top-notch safety procedures and incorporating operational safety into all the company's operations. Moreover, now the organization is dedicated to delivering a workplace that is secure and injury free. At Qantas as per the sustainability assignment, the management place a high priority on safety. They believe that all accidents can be avoided. In this case, all the employees put a lot of effort into maintaining the constant safety of their co-workers and clients since they are quite proud of their safety record (Srouret al., 2020). It has also been observed that they recognize the value of their employees, health, and wellness and they provide a range of initiatives to promote this. S-Under SISLO framework, considering the devastating impact of COVID-19, it is advised for the business to improve its commitments to bring out sustainability.In order to do so, the business is advised to incorporate the strategy to revitalise the local identity through stories, media, creative activities.

I-The airline company as per the sustainability assignmentcan be classified as one sector of wider aviation industry. Needless to say, airline industry consists of businesses such as air transport services for travellers and cargo. However, Qantas can be identified as single type industry as it only provides travel services to consumers.
S-The organization has been observed to be committing to providing career and development opportunities for Aboriginal and Torres Strait Islander careers. Here, the individuals will be acting as stakeholders of the business. Other stakeholders of the business are shareholders, customers, suppliers and employees.
L-considering the local impact of the business in Australia, the business has been observed to be contributing a huge amount during the Covid-19 period. After that, the macro-environment factors such as politics, economic, social and environment, have a direct impact that has shaped its strategy and competitive landscape.

O-Here in the sustainability assignment, the business is also responsible for circulating the company's core values. Babiska (2021) has stated that from the point of view of the bigger picture, the individual effort will boost the overall productivity of the business, which will then lead the employees to feel encouraged and motivatedin both short and long run.

Lecture Topic 10: Social Sustainability Goal- Social Capital Development
Fostering a sense of common values and respect for social capital in business may help a farm succeed. As is the case with drug cartels as per the sustainability assignmentand businesses that band together to drive out the competition, social capital may influence individuals and destabilize the status quo. Generally, businesses are advised to invest in their social capital. It requires resources such as ideas, information, knowledge, opportunities, contacts, and referrals. Puriri and McIntosh (2019) have opined that according to the “spider web structure” described by Wayne Baker, relationships can be built by individuals by being in the right place and at the right time. The “Tourism and Events Queensland (TEQ)” is known as a statutory body. The business is currently aiming to foster innovation and boost visitor expenditure with the help of partnering with the government, regional tourism industry organizations, and commercial stakeholders. Even though the business considered in thesustainability assignmentis committed to pursuing the business objectives and managing the impact of significant challenges and risks, there are issues associated with the implementation of a robust crisis response framework. Along with this, over the past few years, the supply and demand issues are also affecting the performance of the business. Prasetyo et al. (2020) have opined that from the point of view of the business's long-term marketing strategy, it can be observed that the business is maintaining its brand leadership position amongst competitor destinations. Despite the pandemics' difficulties mentioned in the sustainability assignment, Queensland retained its position as the category leader from 2020 to 21 and saw a boost in its power score, which measures how well a brand can influence predisposition on the basis of perceptions from 9.9% to 10.9%.

The business as per the sustainability assignmentalso introduced a working Holiday air campaign in 2022. Here, the business has prioritized global markets and intercepts. Yudha et al. (2019) have stated that the main purpose of introducing the campaign is to provide an abundance of jobs across the state. It is quite obvious that the tourism sector has faced various difficulties. In 2019, even though domestic tourism reached levels, international remained low. Here, the business could have taken the crisis as an opportunity to rethink its entire business structure. Moreover, it should have ensured a fair distribution of the benefits and advances for the transition towards a carbon-neutral tourism economy. Irrespective of all the negative impacts of the pandemic as per the sustainability assignment, the business should have mitigated the socioeconomic impacts on livelihoods. Along with this, by boosting competitiveness and building resiliency, the business would have promoted domestic and regional tourism where it was possible.

S-Under SISLO framework, in this case, the business is advised to host the tourism perspectives in a more sustainable way. Here, the business is advised to incorporate strategy to build community pride and self-confidence. In today's time, they need to be aware of the environment more than ever. Even though there are numerous labour and environmental laws as per the sustainability assignment, just a few are really followed.

I-Needless to say, tourism has been identified as one of the biggest single type industries across the world. Here, the organisation can be classified as single type industry to provide travel services to the consumers.
S-From business owners should instruct to realize that sustainable tourism encompasses more than merely preserving a destination's picturesque surroundings. These individuals as per the sustainability assignmentwill act as important stakeholders. Other stakeholders in this business landscape are tourists, NGOs, Local residents, Government and Tour operators.
L-As the business’s core tourist goal is more limited, sustainable tourism helps to have as little influence as possible on the local environment and culture. Additionally, the business will promote job and money generation in the neighbourhood while preserving the ecosystems there. O-The business entails honouring the rural way of life, places of worship, and agricultural sites; all things necessary to preserve the unique cultural character of the area. Here in the sustainability assignment, the operators are advised to consider in case their projects will be helpful or damaging to the Communityin the long-run.

In conclusion, it can be stated that businesses, irrespective of their types and sizes, are indeed looking for processes to be more sustainable. The tourism industry is no exception according to the sustainability assignment. From the above analysis of all the six topics, it has been quite clear that in today's era, sustainable development is way too important. However, it is the sole responsibility of the business to Take the crisis situation as an opportunity and use it wisely to rethink the entire infrastructure of the business. This has been proven to be the best recommendation in the sustainability assignmentfor the businesses in this industry. From the airline to the restaurant business, it has been quite clear that each business is trying their effort to be more sustainable in an appropriate way to prevent all the negative impacts.

Reference List
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