Page 184 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY
P. 184
7KH DERYH ILJXUHV UHYHDO WKDW PDQDJHUV JDYH RSWLPLVWLF DQVZHUV GHIHQGLQJ WKHLU
SURGXFWV ZKLOH WKH FRQVXPHUV KDG QR KLJK RSLQLRQ RI WKRVH SURGXFWV
,Q JHQHUDO WKH SURFHVVHG GDWD VKRZ ELJ GLIIHUHQFHV LQ UHVSRQVHV EHWZHHQ WKH WZR
LQWHUYLHZHG JURXSV FRQILUPHG E\ WKH IDFW WKDW WKH FDOFXODWHG YDOXH RI [ WHVW LV KLJKHU
WKDQ WDEXODU YDOXH ,W FDQ EH FRQFOXGHG WKDW WKH PDLQ K\SRWKHVLV ZKLFK DVVXPHV WKDW
FRPSDQLHV DGKHULQJ WR HWKLFDO VWDQGDUGV DQG VRFLDO UHVSRQVLELOLW\ ZLOO KDYH D JRRG
SRVLWLRQ ORQJ WHUP GHYHORSPHQW DQG EHWWHU LPDJH KDV QRW EHHQ IXOILOOHG ,W DOVR
LQGLFDWHV WKDW PDQDJHUV DQG LQIOXHQWLDO H[HFXWLYHV RI WKH FRPSDQLHV QHHG PRUH
HGXFDWLRQ WR UDLVH WKH HWKLFDO FRPPLWPHQWV DQG VRFLDO UHVSRQVLELOLWLHV
&RQFOXVLRQ
(WKLFDO EHKDYLRU DQG ULJKW DWWLWXGH WRZDUGV VRFLDO UHVSRQVLELOLW\ OHDGV WR D ORQJ WHUP
VXUYLYDO DQG GHYHORSPHQW RI D FRPSDQ\ DQG WR LPSURYHPHQW RI LWV LPDJH 7KH EHQHILWV
RI HWKLFDO DSSURDFK DUH PDQLIHVWHG LQ UHODWLRQVKLSV DPRQJ HPSOR\HHV FXVWRPHUV DQG
VRFLHW\
&UHDWLRQ RI D VWURQJ HWKLFDO FXOWXUH LV D ORQJ DQG FRPSOH[ SURFHVV ZKLFK DIIHFWV WKH
RYHUDOO RSHUDWLRQ DQG YDOXH FUHDWLRQ LQ FRPSDQLHV (YHQ WKH EHVW FUHDWHG HWKLFDO
FXOWXUH KRZHYHU ZLOO H[SHULHQFH VRPH NLQG RI GHJUDGDWLRQ LI LW LV QRW VXEMHFW WR
FRQWLQXRXV PRQLWRULQJ LQWHUYHQWLRQV DQG FRQVWDQW LPSURYHPHQW &RPPLWPHQWV WR
FRQWLQXRXV LPSURYHPHQW DQG GHYHORSPHQW RI HWKLFDO FXOWXUH DQG HWKLFDO EHKDYLRU DUH
WKH PRVW LPSRUWDQW SUHUHTXLVLWHV IRU HVWDEOLVKPHQW RI D FRPSDQ\ ZKLFK ZRUN LV EDVHG
RQ KLJK HWKLFDO VWDQGDUGV
%DVHG RQ VFLHQWLILF WKHRUHWLFDO DQG HPSLULFDO UHVHDUFK ZH VXJJHVW VHYHUDO DFWLYLWLHV
DQG FRXUVHV RI DFWLRQ UHODWHG WR WKH SUHIHUHQFH RI HWKLFDO QRUPV DQG UHVSHFWDELOLW\ WR
VRFLDO UHVSRQVLELOLWLHV LQ FRPSDQLHV H J HWKLFDO EHKDYLRU RI WRS PDQDJHUV DQG RWKHU
H[HFXWLYHV FRQGXFWLRQ RI WUDLQLQJV WR LQFUHDVH HWKLFDO DZDUHQHVV FRQWLQXRXV
LQIRUPDWLRQ RI HPSOR\HH DERXW WKH DGYDQWDJHV RI HWKLFDO EHKDYLRU GHYHORSPHQW RI D
V\VWHP RI HWKLFDO VXSHUYLVLRQ WR PRQLWRU WKH HWKLFDO RU SRVVLEO\ XQHWKLFDO FXOWXUH LQ
WKH RUJDQL]DWLRQ SURYLGLQJ SUHYHQWLYH PHDVXUHV ZKHQ HWKLFDO EHKDYLRU DQG VRFLDO
UHVSRQVLELOLW\ DUH HQGDQJHUHG DQG FRQWLQXRXV LPSURYHPHQW RI HWKLFDO EHKDYLRU DQG
VRFLDO UHVSRQVLELOLW\
(WKLFDO EHKDYLRU LQ ORQJ UXQ JLYHV JRRG UHVXOWV LQ FRPSDQ\¶V ZRUN DQG KDV D
SRVLWLYH HIIHFW RQ LWV ORQJ WHUP VXUYLYDO DQG GHYHORSPHQW
)RU WKLV UHDVRQ LW LV QHFHVVDU\ WR LQIRUP DOO HPSOR\HHV DERXW WKH EHQHILWV RI
HWKLFDO EHKDYLRU RQ DQ RQJRLQJ EDVLV LQ RUGHU WR FUHDWH DQG PDLQWDLQ WKHLU DZDUHQHVV
UHJDUGLQJ WKH LPSRUWDQFH RI HWKLFDO EHKDYLRU
5HIHUHQFHV
&DUROO $ % $ 7KUHH 'LPHQVLRQDO &RQFHSWXDO 0RGHO RI &RUSRUDWH 6RFLDO
3HUIRUPDQFH $FDGHP\ RI 0DQDJHPHQW 5HYLHZ 9RO 1R
&DUROO $ % -XO\ $XJXVW 7KH 3\UDPLG RI &RUSRUDWH 6RFLDO 5HVSRQVLELOLW\
7RZDUG WKH 0RUDO 0DQDJHPHQW RI 2UJDQL]DWLRQDO 6WDNHKROGHUV %XVLQHVV
+RUL]RQV DOVR &DUROO $ % 7KH )RXU )DFHV RI &RUSR
ϭϳϳ

