LONGTERM PRINCIPLE CONCEPTION FOR DEVELOPMENT OF INTEGRATED COASTAL ZONE MANAGEMENT - PowerPoint PPT Presentation

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LONGTERM PRINCIPLE CONCEPTION FOR DEVELOPMENT OF INTEGRATED COASTAL ZONE MANAGEMENT

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Title: LONGTERM PRINCIPLE CONCEPTION FOR DEVELOPMENT OF INTEGRATED COASTAL ZONE MANAGEMENT


1
QUESTIONS THAT HAVE TO BE ANSWERED BY A WELL
MANAGED STRATEGY OF COASTAL RECREATION AND
TOURISM ENTERPRISES DEVELOPMENT Elena Vitkiene
Assoc. prof. Klaipeda University Department of
Economics, Department of Recreation and Tourism,
Klaipeda University, E-mail rtk.svmf_at_ku.lt PERS
PECTIVES OF SEASIDE TOURISM CHALLENGES FOR
SCIENCE AND BUSINESS SEASIDE TOURISM
2009 INTERNATIONAL CONFERENCE May 7-8 2009,
Klaipeda, Lithuania
2
The economic and financial crisis is a new and
actual problem in recreation and tourism
enterprises management. The aim of this
investigation is to describe the strategic
management methods / ways, which helps to answer
the questions of a well managed strategy. The
scientific problem scope analysed in this article
is as follows 1) the factors of external
influences on the organization strategy in the
macro - level (PESTEL) and Business dimension
level (BPESTEL) 2) the relative importance of
the main influences (PESTEL and BPESTEL) is
summarised 3) the factors of internal influences
on the organizational strategy are outlined and
presented 4) we conclude with presenting a
strategic management model for the development of
coastal recreation and tourism business
organizations.
3
Introduction Today the economic and financial
crisis in the World and Europe raise many
problems and questions. These problems and
questions are manifested in all types of economic
activities, recreation and tourism enterprises
are no exception. Very likely, the risk of
social / economical factors might influence their
organizational strategy. Object of this study
is the existing practical and theoretical
research in the field of the management strategy
4
Since the first independent days the Government
of the Republic of Lithuania has been involved
in the economic development including the small
and medium - sized business, also recreation and
tourism sector. In 2002 the gross value added
grew fastest in the following sectors of the
national economy construction 12,8 ,
transport and communication 12,6 , financial
services 10,6 , hotels and restaurants 7,7 ,
retail and wholes able trade 8,7 .
5
The aim of this article is to analyse the
questions which have to be answered by a well
managed strategy of organizations, and after
that, to prepare and to present a concluding
model of strategic management for coastal
recreation and tourism enterprises development.
6
  • The major goals of this investigation are
  • To describe the questions which have to be
    answered by a well managed strategy.
  • 2. To access the environment, where key external
    influences on organizational strategy can be
    analysed. After that, the relative importance of
    the main influences on the organization can to be
    summarized.
  • 3. To prepare and to present a summarised
    concluding model of strategic management, which
    shows the method for answering questions of well
    managed strategy for coastal recreation and
    tourism enterprises development.

7
Methods and approaches
  • The scientific problem of this investigation was
    analysed is as follows, by using
  • The existing practical and theoretical research
    of the classical management theory by Mescon,
    Albert, Khedouri (2000) and Cole (1994) strategic
    management theory and practise.
  • 2. The questions, which have to be answered by a
    proper business strategy based on the Guideline
    of the Business in the European Union Common
    market (2002), and OECD Principles of Corporate
    Governance (1999).

8
Methods and approaches
  • 3. The environment by Cole (1994), the key
    external influences on the organization (PEST),
    the key external influences on a business
    dimension (BPEST), and the key internal
    influences on organization strategy (see also
    Smith and Brent 2001), and a PESTE analysis of
    possible future trends for tourism developed by
    the author.
  • 4. The relative importance of the main influences
    on the organization are described, the factors of
    external influences are summarised by PESTEL and
    BPESTEL. The factors of internal influences on
    organizational strategy are outlined by author of
    this article (Vitkiene 1999, 2001, 2003, 2005,
    2006,
  • 2007, 2008), together with a concluding model of
    strategic management on coastal recreation and
    tourism enterprises.

9
Results and discussion Questions and answers,
which have to be answered by a well managed
business strategy of coastal recreation and
tourism enterprises development. Firstly, we
have to investigate in-depth the key questions to
be answered for the development of a well managed
business strategy. Its particularly important to
have a good knowledge about the questions, which
have to be answered by a well managed business
strategy in the situation of the current global
economic and financial crisis.
10
Questions Referring to propositions of a well
management practise and its great influence in
the EU competitive market Guideline of the
Business (2002) highlighted presented three
key questions The first question is about the
factors of external influences on organization in
the macro level. The second question is about
the factors of external influences on
organization in the business dimension
level. The third question is on the factors of
internal influences on organizational strategy.
11
The answer to the first question is in the key
role of the methods and the selection of paper
methods. A proper method to answer the first
question has several options 1) Cole (1994),
suggests assessing the external environment on
the macro-level in political, economical, social,
technological terms (PEST analysis) 2) Smith and
Brent (2001), and Bowie and Buttle (2004) suggest
assessing the external environment on the
macro-level in political, economic, social,
technological and environmental terms (PESTE
analysis) 3) Vitkiene (1999, 2001, 2008),
suggests assessing the factors of
macro-level/external influences upon recreation
and tourism organisations on the macro-level in
political, economical, cultural, technological
environmental and legal terms (PESTEL analysis).
The last of these factors legislation, is aimed
specifically to address issues of the interaction
between the recreation and tourism sector and
natural environment protection
12
The answer to the second question is based on
further suggestions of Cole (1994) and
Guideline of the Business (2002) - BPEST
analysis and author of this article, i.e., the
key external influences on organization and
business dimension level are analysed in
business, political, economic, social, cultural,
technological, enviromental and legal terms -
BPESTEL analysis.
13
  • Answer to the third question is based on further
    suggestions of Cole (1994)
  • and Guideline of the Business (2002),
  • and the author of this article (Vitkiene 2001,
    2003, 2008 a, b, c).
  • The factors of internal influences on coastal
    recreation and tourism business organizational
    strategy are presented by organizational
    structure, personnel, service, price, technology,
    financial aspects, etc.

14
Concluding model The concluding model shows the
questions which have to be answered by a well
managed strategy of recreation and tourism
business enterprise development (Figure 1).

15
  • Conclusions
  • First, regarding the key questions, which have to
  • be answered by a well managed strategy, they are
    three
  • 1) what factors influence recreation and tourism
    business enterprises on the macro-level?
  • 2) which factors influence recreation and tourism
    business enterprises on the business dimension
    level?
  • 3) what internal factors influence the
    organizational strategy of recreation and tourism
    business enterprises?

16
Conclusions
  • Second, the answers, to these three basic
    questions have
  • to be analysed and presented by using analytical
    tools
  • 1) PESTEL (Political, Economical, Social
    cultural,
  • Environmental, Legislative) analysis should be
    applied to analyse factors influencing coastal
    recreation and tourism business enterprises on
    the macro-level
  • 2) BPESTEL analysis (Business, Political,
    Economic, Social, Cultural, Environmental,
    Legislative) analysis should be applied to
    analyse factors influencing coastal recreation
    and tourism business enterprises on the business
    dimension level
  • 3) internal factors that influence organizational
    strategy include organization structure,
    personnel, service (quality), pricing, technology
    (systems, marketing communication), financial,
    etc.

17
Conclusions
  • Third, this article provides a basic concluding
    model
  • of questions and answers method
  • for a well managed strategy
  • of coastal recreation and tourism business
  • enterprises development.

18
Thank You very much for Your attention !!!
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