Managing for sustainability - Free Essay Example

Sample details Pages: 5 Words: 1443 Downloads: 10 Date added: 2019/10/10 Did you like this example? Sustainable Development Map for Vodafone New Zealand Vodafone Group Plc is a telecommunication group, and it is ranked among the few most successful companies in the industry. The company has a significant presence in different continents around the world, including Europe, Asia Pacific, Africa, and the Middle East. Vodafone provides a wide range of services including messaging, messaging, and voice calls across fixed and mobile networks. Don’t waste time! Our writers will create an original "Managing for sustainability" essay for you Create order The purpose of Vodafone is to ensure that everybody is connected so that they can live better lives today, and also build a better tomorrow. The company believes that by pursuing this goal responsibly and sustainably, they will be able to create long term value for the whole society, and also for their shareholders (Epstein Buhovac, 2014). This paper will develop a sustainable development map for Vodafone New Zealand, and give recommendations which are based on the research. Vodafone New Zealand was started in the year 1998; it was initially started as a mobile telecommunication provider with approximately 138,000 customers. The company has grown its market share over the last 18 years to about 2.3 million mobile connections; this amounts to approximately 45% of mobile market in New Zealand. On 2013, the company purchased Telstra clear, and become the first company to with a single brand that combined two businesses (Guinee, Heijungs, Huppes, Zamagni, Masoni, Buonamici Rydberg, 2010). The purchase of Telstra clear enabled the company to meet the needs of their customers while are constantly changing. The combination of the two businesses positions Vodafone to grow, compete and innovate, especially in the current world of fiber access. The combination also strengthens their national presence, more so Christchurch. In the year 2006, Vodafone purchased hug, which was the third largest internet services providers in New Zealand (Gibson, Miller, Smith, Bell Crothers, 2013). This enabled the company to be full providers 0of telecommunications services; as a result, they were able to provide different services such as broadband and home phone lines, alongside their mobile products. This was part of their total communication strategy, which has seen them drive innovation and mobile/fixed convergence while aiming at meeting full data communication and voice needs of their customers. The company is dedicated to offer quality and safe services to their customers, they are committed to do the right thing. According to the company, doing the right thing revolves around the environment in which they carry on their activities. It is the place where the corporation operates changes, and as they respond to their stakeholders feedbacks on issues that they find material in their operations (Finnveden, Hauschild, Ekvall, Guinà ©e, Heijungs, Hellweg Suh, 2009). The past few years have been important for Vodafones sector as well as for Vodafone New Zealand. The prices of mobile phones have reduced in past few years, they have decreased significantly, and are even lower than the OECD average. The price of broadband is decreasing continuously. Also, more customers who are requiring more data, content, speed and coverage have increased, this is making the company continue investing more in network and infrastructures, accelerated by competition (Beltrà ¡n, 2013). This pressu re has resulted in the past four years, and have led to the shrinking of the overall revenue of the sector. Communication technology has already become a vital part of human lives; it is assisting transform the services that people rely on, the way people live and the way they work. Since the delivery of services is reliant on it, those people in the society without contact to it are highly underprivileged. It creates a digital division between those who have access to it, and those who do not have access, especially to those in rural areas (Dempsey, Bramley, Power Brown, 2011). The rural areas create a challenge because of the geography and the distance from centers which are major; it is challenging to deliver coverage in such places. New Zealand is a small market, and the company can identify the key stakeholders through monitoring media and public relations, and through recommendations. The main stakeholders include the customers, media, non-governmental organizations, industry, government, community, suppliers, regulators, and employees. The company has many channels for engagement for their stakeholders, and they use it to inform them their materials issues. The surveys, the customers, and the employees regularly on their performance, opinions, satisfaction, and concerns (Singh, 2014). They also survey their suppliers so that they can be able to understand their perspective. Vodafones foundation and sustainability team beyond you survey on employee annually. The survey is meant to gather the opinion of employees on how they feel about the companys tracking on sustainability. Vodafone also engages with the government, interest groups, and the media directly. They engage directly with the members of the communit ies where they want to set up their infrastructure. Since 2003, Vodafone has offered recycling programs for mobile phones known as RE: MOBILE. They have led in New Zealand Telecommunication Forum program of recycling mobile since 2010.   This program offers all people of New Zealand an option in disposing their gadgets, they create environment friendly ecosystem by disposing mobile handsets that they are not using, or are not functional. RE: MOBILE is dedicated to selling and collecting mobile gadgets that are still useful, the program is also dedicated to recycling and deconstructing end of life phones components. Accessories and mobile phones that are unwanted are dropped at bins that have been set up by RE: MOBILE in Vodafone stores (Kresak, Corvington Williamson, 2016). The program is aiming to increase the number of the collected phones per year for reuse and recycling to about 300,000. At the same time, decrease the amount of mobile phones that ends up to landfill by approximately 2 percent, reduce the number of mobile phones and accessories that are kept at homes by approximately 10 percent by the year 2020. Vodafone New Zealands electricity emission is measured and calculated by use of greenhouse gas release factors from the energy quarterly of New Zealand. Apart from electrical energy, the company also have sources of emission included in the calculations are diesel and petrol used by their network, retailer shops, air travel, and offices, all this is provided to them by CWT. Vodafone believes that these are their major backers to their carbon footprint (McLaren, McLaren, 2010). The company is looking at how they will reduce their carbon emission footprint. They have continued their programs of improving network efficiency and data center so that they can achieve an average usage of power efficiency factor of about 1.63 across the data centers in the networks of Vodafone Vodafone has also contributed to the society by offering mentoring services. The Vodafone Foundation picks up children and young people and starts to support and nurture them. The foundation also offers academic mentoring programs for those youths who are at risk, as well as young children and dads. Apart from this, Vodafone engages in ICT donations, for instance, in the year 2013, Vodafone NZ made an ICT donation of $40,000 to Manurewa intermediate. The staff completed the makeover, who volunteered more than 200 hours of their time and proficiency. This contribution included connection of Wi-Fi to more than 40 areas around schools, refurbished laptops, desktops, and new iPads. This donation would enable teachers to create an easier and richer learning experience for their students while incorporating real applications of what the students are learning. Also, technology acts as a benefactor for businesses, society, environment, and consumers, however, it comes with its negativity such as cyber bullying and other accidents. Vodafone has addressed some of this problems by introducing services and products that will empower their customers so that they can be able to address these problems. For instance, cyber bullying using communication technology is a serious issue that has is affecting many young people. Vodafone developed Vodafone blacklist as a reaction to this matter; they also ensured they had a method to enable their customers to address this problem directly (Finkbeiner, Schau, Lehmann Traverso, 2010). The company is working with Netsafe to ensure they come up with a new tool that will be used by school children and young people, who are most of the time the victims of bullying, communicate better about cyber bullying in their schools. Recommendations Vodafone New Zealand initiated a review which is more formalized to its stakeholders and their material issues on corporate responsibility (CR), however, incorporation of this act into a formalized stakeholder engagement program is yet to be completed. Vodafone increased its services scope by acquiring Telstra Clear; it also increased the number of its customers and their base. The Vodafone requires to identify and assess the material CR impacts which is associated with this operating environment; this will be a vital task for the company in the years to come.

Essay on Comparing American Culture and Latino Culture

Introduction Frequently, we do not put too much attention to our own cultural values and traditions until we are exposed to a different culture, and start comparing. In order to have a more productive and fruitful life I believe we need to become more self-aware and more sensitive to the culturally and ethnically diverse community we live in. Two cultures that have been sharing the same living space for centuries are the Hispanic and American culture. In this paper I would be analyzing each culture giving a brief background and pointing out some aspects in how they differ, like the perception of time, family, orientation, and others. American culture has a couple of aspects in which it differs from the Hispanic culture, which for the†¦show more content†¦The term Hispanic means people who come from a country where Spanish is spoken. And the term Latino means someone who comes from Latin America. Because of our Latin American origins, Hispanic Americans are also called Latinos. Within this soon to be largest group of minorities in the United States, there are people of many different national and ethnic origins. They are not from one nationality or one culture, but are from many different origins. Many Latinos identify themselves with their cultural or national background. For example someone who is born in the U.S, but his/her parents are from Mexico can call him or herself Mexican. The three largest groups of Latinos in the United States are Mexican Americans, Puerto Ricans, and Cuban Americans. Many Puerto Ricans also call themselves Boricua. Members of subgroups sometimes use more specialized names. For example, some Mexican Americans call themselves Chicanos, and Puerto Ricans living in New York State often refer to themselves as Nuyoricans. Many Latinos in the U.S. are descendants of Mexican people who lived in the Southwest when it was taken as plunders of war or acquired in a series of land sales. 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Not only do these minorities favor the white majority physically, but they also assimilate into our system with little to no resistance. African Americans are typically viewed as complete opposites of what Iâ€⠄¢ve described above—our modern stereotypes perpetuate African Americans as angry, aggressive people.Read MoreA Brief Note On Culture And Parenting Essay1698 Words   |  7 PagesMichael Ibiwoye. CULTURE AND PARENTING â€Å"Mommy I won’t do it again† I stuttered loudly. I really didn’t know how serious I was about that promise, but my body definitely knew it didn’t want to receive any form of whipping again. That was the first time of getting whipped by my mom, and I was only four years old. I remember wishing death upon myself, with every stroke of my father’s belt on my body. What was I thinking when I went to the bathroom on the front porch of the house? I was probably thinkingRead MoreRegional Dialects And Socio Cultural Differences1246 Words   |  5 Pagesback to American English, for example Latino English or Chicano English. The Latino dialect is part of a socio-cultural dialect and can be examined closer to see who speaks it, how its vocabulary, morphology, and syntax vary from standard American English. Along with the pronunciation, and the misconceptions or stereotypes, and educational struggles the speakers face, and finally just how important it is for educators and health professionals to understand how this dialect differs from American English

Marxism and Pluralism Views on Media free essay sample

The mass media is an extremely integral part of society as it consumes and influences our everyday lives, whether we are conscious of it or not. Whether it is through the Internet, television, newspapers, advertisements or the radio, we are constantly bombarded by mass media. As Burton observes, the main power of the media lies in the fact that it can shape what we know about the world and can be a main source of ideas and opinions (2002:2). As the media continues to compel such power over socialisation, many researchers have set out to perceive the power of the mass media (Curran, Gurevitch, Woollacott 2006:1). This essay will discuss these theories, namely the liberal-pluralist and Marxist approaches as well as the role of media in society according to these approaches. Marxism takes the view that media has an undisputable influence over society and that this helps preserve differences of power between social groups based on class, race and gender. (Burton, 2002:48). The Marxist approach stresses the power of the media to control people in society, based on the ‘base-superstructure’ model in Marxist thought. (Marsh amp; Melville, 2008:27). The base-superstructure model is made up of a base, being an economic base or infrastructure which provides the basic needs of life and the super structure, which comprises of the rest of society, including ones family and education system, as well as the mass media. (Marsh, etal, 2008:27) The base, which entails all aspects of the material world, comes first, and the superstructure depends on this economic base. Marsh, etal, 2008:27) In terms of the media, the Marxist theorists would emphasise the power of the economy to determine the content of the media, and thereby, to influence public agendas. (Marsh, etal, 2008:27) The Frankfurt school, was comprised of left-leaning, Marxist- influenced intellectuals, namely, Adorno, Horkheimer, Benjamin and Marcuse, these learners believed that mass popular culture was sapping creative thinking, reducing individual freedom and promoting false wants through consumerism. Williams, 2001:27) It was not until the 1960’s that the scholars of The Frankfurt School’s work and ideas become widely disseminated (Williams, 2001: 27). They identified with various forms of high culture such as symphony music, high art and literature as having innate value. (Williams, 2001:27). They were critical of mass media and much of their writing focused on mass media in the face of high culture (Williams, 2001: 27). They were skeptical that high culture could be reproduced by mass media. (Williams, 2001:27). For instance, as Adorno argued, neither radio, nor records could reproduce the authentic sound and experience of hearing a live orchestra (Williams, 2001:27). ‘Cultural Industries’-which referred to the role of mass culture shaping the individual in mass society, became an important term in cultural studies in the post-war period. (Williams, 2007:27). Herbert Marcusse argued that Capitalism was responsible for the creation of false needs, false consciousness and mass culture, which enslaved working people. (Williams, 2001:27). This is consistent with Marx’s theory, according to Marx, the capitalist class control the ‘production and distribution of ideas’ because of their control of the ‘means of material production’ (Williams, 2001:37) The Political Economy Approach is rooted in the Marxist theory, which focuses primarily on the relationship between the economic structure and dynamics of media industries and the ideological content of media (Mcquail, 2010:96). In other words, the media is considered part of the economic system, with close links to the political system (Mcquail, 2010:96). The Political Economy Approach suggests that the primary product of the media is really audience (Mcquail, 2010:96). This refers to the media having the primary intention to shape the behaviour of the public in certain and distinctive ways (Mcquail, 2010:96). For instance, let’s look at the Internet in terms of the Political Economy Approach. (Fuchs, 2009) explains that the key to the Internet economy lies especially in the commodification of the users of free access platforms, which deliver targets for advertisers and publicists as well as often providing the content at no cost to network providers and site-owners. Lastly, the Marxists were concerned about the effects that the mass media had on the audience. Media’s influence can be evaluated from an essentially ideological standpoint; it propounds the view that the media can be compared to a â€Å"hypodermic needle†, because it has the power to ‘inject’ a repressive ideology directly into the consciousness of the masses (Morley, 1980:1). However, ironically, Marxist and critical commentators have also argued that he mass media play a strategic role in reinforcing dominant social norms and values that legitimise the social system. (Curran ,etal, 2006:14). Marcuse suggested that we greatly overrate the indoctrinating power of the media. For instance, voting, some Marxists claim that media portrayals of elections constitute dramatized rituals that legitimise the power structure in liberal democracies, voting is seen as an ideology that helps to sustain the myth of representative democracy, political equality and collect ive self determination (Curran,etal, 2006:14). However, pioneering studies into the effects of the media on voting behaviour by McQuail (1961) concluded that the media had only a marginal influence in changing the way in which people voted. In contrast to the Marxists, who saw the media as mouthpieces for the ruling classes, free press theory highlights the independent role of the media in society in terms of the Liberalist approach (Williams, 2001:38). ‘Freedom of the press’ is a concept, which has a long and distinguished history (Williams, 2001:38). The theoretical approach to this theory can be found in John Milton’s book, Areopagatica, which was published in 1644. Milton opposed state restrictions on freedom of expression on the grounds that God has blessed individual men and woman with the faculty of reason, which allowed them to read and enabled them, according to their conscience to make choices of good and evil. (Williams, 2001:39). As Keane adds, the virtue of the individual must be developed and tested continually by engaging contrary opinions and experiences (1991:12). The theory of utilitarianism developed another argument for the free expression of press and public opinion (Williams, 2001:39). Philosophers such as Jeremy Bentham and James Mill believed the smooth operation for the political system depended on the free expression of public opinion, it was necessary for ‘good governance’. The liberalist approach sees society as a dynamic system that continuously strives for unity and harmony, for cohesion and stability. (McQuail, 2005: 168) According to the liberal democratic theory, the media play a crucial role, as channels of communication, as channels of information and communication, between social groups, by stimulating collective debate, by stimulating collective debate, by fostering social integration, by facilitating the ‘normal’ functioning of society. (McQuail, 2005: 167) Providing that they are free and independent institutions, the media will reflect and represent all the important views circulating and competing interests present within society. In doing so, they will respond to changing social circumstances and adapt the shifting relations of power (McQuail, 2005: 167). There is a thesis within the Liberalist approach that considers the media to be a mirror of reality (McQuail, 2005: 168). This is underscored within the approach with three main concepts, the emphasis of popular control over the media, the importance of professional mediation as well as seeing the media as an autonomous form of power structure over society (Curran, 1996:138). Autonomy within the media consists of the independence of the state, political and economic interests as well the journalist’s autonomy and self-willingness within media organisations. (Mcquail, 2005:168). For instance, only when a journalist serves accurate and objective reporting of news and events the wider public interest will be served (Mcquail, 2005:168). In contrast, even excessive control of the media by its proprietors and the potential abuse of their power for personal, political or ideological ends will eventually be diminished, most notably by the consumer’s authority. Mcquail, 2005:168). The history of the Liberalist approach dates back to the eighteenth and early nineteenth centuries, and understanding this history is an integral part of understanding the relationship between media and society (McQuail, 2005:168). Within this period of time, the Liberalist theories dominated the way in which the media was traditionally conceived, in terms of the political system and the way which media contributed to the way society functioned democratically (McQuail, 2005:168). It is with the rise of rationalism, liberalism and new ideas on nature old man, the relationship between the individual and the state, and intellectual and economic freedom that the common conception of the â€Å"free market place of ideas† are rooted. With the Liberalist approach, comes much tension. Where the Liberalist’s were concerned with utilitarianism in media, James Mills was concerned that the democratic form of government gave rise to â€Å"tyranny of the majority† (Bennet: 33). Mills was concerned that with utilitarianism, people lose their individuality and identity and was concerned with social homogenisation where the line marking the differences between classes, regions and professions becomes blurred. (Bennet: 33) The reason these differences have become blurred is because there is popular education, which results in a tendency in moral and intellectual uniformity. As a result, rather than being viewed as vehicles of enlightenment, popular education and the press are regarded as reducing intelligence to the level of the lowest common denominator. Bennet: 34) In conclusion, this essay has attempted to discuss the Marxist and Liberalist view of the media and the contrast thereof. The Marxist approach perceives the audience as vulnerable and easily susceptible to propaganda. Marxists were sceptical of mass media, as they believed it had the ability to reproduce high culture and therefore diminish its exclusivity and tendency to be elite. In contrast, the Liberalists were in favour of mass media, as they believed it had the power to encourage utilitarianism and therefore harmony. Media encourages liberalisation and rationalism and therefore a ‘harmonious’ relationship between the public and their state. Although the debate on mass media and its effects and influence on the public still remains and the matter of each approach is still relevant today, the media is an extremely broad and integral component of society.

The Secret Garden Essays - English-language Films, The Secret Garden

The Secret Garden The Secret Garden By Frances Hodgson Burnett The Secret Garden by Frances Hodgson Burnett takes place in a dreary Misselthwaite manor in England during the Victorian era. The protagonist is Mary Lennox a selfish and spoilt 11 year old. The other major characters are Master Colin Craven her sickly cousin, Dickon Sowerby the animal charmer, Master Archibald Craven her reclusive uncle, Martha Sowerby a hearty housekeeper, a dour gardener, a cheerful robin and the secret garden. The tone is melodramatic and is told in the third person omniscient. The message about life to be learned from the story is that its never too late to change, no matter how terrible, you can make the best of things. Face the problems instead of cowering from them because if your don't they'll never go away. Have a positive attitude, live life and share it with the people around. Alienating yourself is not the solution. Mary, Colin and Archibald Craven are examples of this. Mary didn't care for anything, she was so spoilt that nothing and no one meant anythi ng to he; she was so used to everybody hating her. Colin is also spoilt and filled with ideas that he's going to die. Archibald is the coward that can't face reality or the hope for a better tomorrow. The one thing they all have in common is negatively, you get the sense that they would rather be dead and in reality it's like they are because they don't care about anything. Mary is tossed around like a rag doll nobody wants; Colin is expecting to die and Master Craven runs from the possibilities of getting to know his son. In The Secret Garden there is person vs. society and person vs. her/himself. In person vs. society Mary is unloved by her parents and by most of those who she encounters. Her parents ignore her existence and leave her to the care of a hateful ayah. After her parents die she moves to live with her uncle and is greeted by Mrs. Medlock who finds her a disagreeable child. She and others don't give Mary a chance; they judge and sentence her. They do the same to Colin; they don't give him hopes of living and expect him to die soon. Person vs. her/himself is found when Mary, Colin and Master Craven have to find the courage to face the harsh world. They all fear this loneliness which they bring amongst themselves by withdrawing themselves from the world The climax in the story would have to be when Mary can't handle Colins tantrums and all his ranting and raving about the lump on his back that's going to kill him. She realizes that the way that Colin acts was the same way she used to be and she sets him straight. She doesn't give in to his hysterics and proves to him that the only lumps on his back are his bones. From that day on things change, Mary tells him about the garden and Colin gets a sudden interest in life. After that Mary takes him to the garden and this view on life changes, he says I shall live for ever- and ever- and ever. It's a combination of events with the help of different characters that bring this story to its conclusion. But it all starts with Mary's arrival to the manor and her curiosity about the secret garden. Mary was used to being served and being alone, neglected by her parents she becomes bitter. Full of disagreeable thoughts about her dislikes and sour opinions of people and her determination not to be pleased by or interested in anything. There was no meaning in Mary's life and that's why she was bitter, that changed when she moved to Misselthwaite where she discovers the secret garden with fantastic healing powers. The garden is walled up and has been locked up for years. With the gardener's apprentice, Dickon, Mary coaxes the garden back to life. The garden seems to have a wonderful, magical effect on all those who come into it, allowing Mary to help restore Colin to health and a reunion with his father. It's a story where faith restores health, flowers refresh the spirit and the

Adoption And Idenity Essays - Adoption, Family, Family Law

Adoption And Idenity Adoption and Identity Formation There has been an enormous amount of research conducted about adoptees and their problems with identity formation. Many of the researchers agree on some of the causes of identity formation problems in adolescent adoptees, while other researchers conclude that there is no significant difference in identity formation in adoptees and birth children. This paper will discuss some of the research, which has been conducted and will attempt to answer the following questions: Do adoptees have identity formation difficulties during adolescence? If so, what are some of the causes of these vicissitudes? Is there a significant difference between identity formation of adoptees and non-adoptees? The National Adoption Center reports that fifty-two percent of adoptable children have attachment disorder symptoms. It was also found that the older the child when adopted, the higher the risk of social maladjustment (Benson et al., 1998). This is to say that a child who is adopted at one-week of age will have a better chance of normal adjustment than a child who is adopted at the age of ten will. This may be due in part to the probability that an infant will learn how to trust, where as a ten-year-old may have more difficulty with this task, depending on his history. Eric Erickson, a developmental theorist, discusses trust issues in his theory of development. The first of Erickson's stages of development is Trust v. Mistrust. A child who experiences neglect or abuse can have this stage of development severely damaged. An adopted infant may have the opportunity to fully learn trust, where as an older child may have been shuffled from foster home to group home as an infant, thereby never learning trust. Even though trust v. mistrust is a major stage of development, the greatest psychological risk for adopted children occurs during the middle childhood and adolescent years(McRoy et al., 1990). As children grow and change into adolescents, they begin to search for an identity by finding anchoring points with which to relate. Unfortunately, adopted children do not have a biological example to which to turn (Horner & Rosenberg, 1991), unless they had an open adoption in which they were able to form a relationship with their biological families as well as their adoptive ones. Also key to the development of trust is the ability to bond with adoptive parents. The absence of a biological bond between the adoptee and adoptive parents may cause trust issues in the adoptee (Wegar, 1995). Baran (1975) stated, Late adolescence . . . is the period of intensified identity concerns and is a time when the feelings about adoption become more intense and questions about the past increase. Unless the adopted child has the answers to these arising questions, identity formation can be altered and somewhat halted. McRoy et al. (1990) agrees with this point: Adolescence is a period when young pe ople seek an integrated and stable ego identity. This occurs as they seek to link their current self-perceptions with their 'self perceptions from earlier periods and with their cultural and biological heritage' (Brodzindky, 1987, p. 37). Adopted children sometimes have difficulty with this task because they often do not have the necessary information from the past to begin to develop a stable sense of who they are. They often have incomplete knowledge about why they were relinquished and what their birth parents were like, and they may grieve not only for the loss of their birth parents but for the loss of part of themselves. In essence, it seems that the adolescent's identity formation is impaired because he holds the knowledge that his roots or his essence have been severed and remain on the unknown side of the adoption barrier. The identity struggles of the adolescent are part of a human need to connect with their natural clan and failure to do so may precipitate psychopathology (Wegar, 1995). Also in agreement with Wegar, McRoy, and Baran is Frisk. Baran et al. (1975) wrote, Frisk conceptualized that the lack of family background knowledge in the adoptee prevents the development of a healthy 'genetic ego' . . In most of the studies surveyed, the researchers are in agreement about one fact. Vital to the adopted adolescent's identity

Analysis Of Malaysia As A Tourist Destination Tourism Essay Essay Example

Analysis Of Malaysia As A Tourist Destination Tourism Essay Essay Example Analysis Of Malaysia As A Tourist Destination Tourism Essay Essay Analysis Of Malaysia As A Tourist Destination Tourism Essay Essay A palaces, A libraries, formerA prisons, A skyscrapers, A bridges ) , nationalA parksA andA woods, subject parksA andA carnivals, A populating history museums, A cultural enclaveA communities, A historic trainsA and cultural events. The history of attractive forces has frequently been inextricably linked with the development of travel industry in any state. It can be assumed by and large that older attractive forces ( either manmade or natural ) were non designed to appeal to travelers. Some of the best illustrations include the Tajmahal, Niagara Falls and the Pyramids. Most modern tourer attractive forces on the other manus, have been purpose-made for visitants, like subject Parkss or casinos. However, in the Asian context, this may differ as the attractive forces are by and large perceived as more luxuriant civilization and history. The definition of attractive forces has been altering over clip ; and a few wide categorizations of tourer attractive forces can be as follows: Natural Man-Made Outdoor Indoor Heritage Based Purpose Built for touristry Particular Global Events Local Festivals/Events Pulling Power ( high ) Pulling power ( low ) The growing of little local attractive forces has besides been manifold due to an addition in the figure of independent off-beat travelers. Interest in alien finishs and wildlife has led to the development and care of modern menagerie s and safari Parkss. The go oning tendency of increased leisure clip, greater mobility and more disposable income has led to a roar in the attractive forces sector. Parallel attractive forces like subject Parkss have besides emerged, and a figure of shopping Centres and waterfronts have become tourist attractive forces in their ain right. Culture and Tourism Culture is a human concept, bing in representations and apprehension by the people. Culture defines a society in a manner which makes it different from the following. Contemporary societies are non isolated, insular entities. There is a changeless exchange of thoughts, beliefs and religions ; travel and touristry doubtless play a important function in this. Culture and originative industries are being progressively used to advance finishs and heighten their fight and attraction. Many locations are now developing their tangible and intangible cultural assets as a agency of developing comparative advantages in an progressively competitory touristry market place. Peoples, when they visit a state or a finish or a metropolis, are ever lament to see the sites that are of import, the topographic points of differentiation, the inquiry is ever what is at that place to see, what is at that place to see and the finishs provide farther encouragement through the printed stuff, the information, the booklets that they provide to visitants. There are besides broad benefits of developing relationship between civilization and touristry such as enhanced image and support for the cultural sector. Culture creates peculiarity in a crowded planetary market. Local communities are get downing to come together to develop cultural merchandises for touristry instead than viing straight with one another. New policies are likely to have new constructions and undertakings affecting public-private partnership and conveying together a wider scope of stakeholders to utilize civilization non merely to do finishs attractive for visitants, but besides to advance parts as finishs to populate, work and put in. Local communities are non merely hosts ; they define the sense of the topographic point, supplying cultural experience for tourers. Culture in all its signifiers is likely to calculate strongly in the touristry merchandise and publicity of most parts, even those which have traditionally relied on their natural assets, such as Sun and beach or mountains, for their attraction. Finishs are besides seeking to increase their comparative advantage by adding to their stock of cultural attractive forces. They are besides seeking to develop their intangible civilization and creativeness. Culture creates genuineness and peculiarity in the planetary touristry market. In this respect, touristry experiences that can link people and visitants to local civilizations are really of import. In many instances, finishs are besides linked to specific cultural events ( e.g. connected to celebrated topographic points, people or historical events ) which can besides play a accelerator function in this development. The Cultural Heritage of India is a vivacious mosaic of lively and brilliant colorss. Indian Culture encompasses a alone blend of nutrient, manner, festivals, dance and music that spellbound the four corners of the universe in its euphoric nature.A India is a popular finish and boasts a cultural heritage that is deserving researching. As a tourer one has many picks to research from culinary art to dances to music. All diverse in nature encompass to organize the civilization of India. Very few states in the universe have such an antediluvian and diverse civilization as India s. Dating back to over 5000 old ages old civilisation, India s civilization has been enriched by consecutive moving ridges of migration which were absorbed into the Indian manner of life. The Indian civilization comprises of Indian music, Indian Dance, Indian culinary arts, costumes and Indian Festivals.A Internet has besides become a cosmopolitan tool which offers the possibility to tourers to box finishs and events with adjustment and travel. Architecture and Tourism Because touristry is such an tremendous industry, which involves memorials, museums, and other particular purpose edifices, it is non a phenomenon that can be controlled. It ever stands within the cultural and political conditions of the environment, and the gustatory sensations and wonts of tourers mobing a topographic point. Everything from historical memorials to alien vacation finishs has been redesigned and packaged for mass ingestion. As a consequence, the histories of specific sites have been re-conceptualized. Some have been preserved and celebrated, while others have been left to disintegrate. Memorials like the Tajmahal or the Cellular Jail were non built for tourer intents ; nevertheless they have been converted into one now. A more modern-day illustration of building for attractive force, and surely 1 that is wholly synonymous with its location is the Eiffel Tower in Paris. The association is improbably strong and more astonishing given the fact that Eiffel s construction to observe the World s Expo was designed for disassembly and should hold come down in 1909 after merely 20 old ages. Possibly the biggest building sites of all are to be found today in the Middle East which has made immense paces to develop other beginnings of wealth including touristry, by building hotels and islands. Dubai has made the biggest splash, with the Burj Al Arab implanting deep in everybody s mind. One of the best architectural touristry musca volitanss in the universe is China. Chinese architecture runing from the assorted dynasties that ruled it has undergone a great development. Peoples recognize Chinese architecture fromA The Great Wall of ChinaA and the beautiful pagodas. But there is more to Chinese architecture than that. Peoples who are interested inA architectureA will happen China to be a practical undiscovered part which has some of the best memorials and edifices. A ChinaA is a state of architectural wonders both antediluvian and modern and it is one of the best tourer finishs for people who love architecture. A Some noteworthy Chinese architecture that are a must see are Terra Cotta Warriors in the Mausoleum of Qin Shi Huang in Xian, the Hanging Temple, Forbidden City etc. In Budapest, an eastern European state, architectural touristry has been promoted really good. Monasteries, churches, caves, Basilica etc are some good known attractive forces which pulls multitudes of tourers here yearly. History and Tourism Tourism is a powerful economic development tool. Tourism creates occupations, provides new concern chances and strengthens local economic systems. When heritage and history is paid attending to and used to our advantage, it besides helps to protect a state s natural and cultural hoarded wealths and better the quality of life for occupants and visitants likewise. In the yesteryear, the touristry industry saw its primary function as marketing ready merchandises to travelers, such as bundle Tourss to Mumbai. But states are now looking for new ways to pull travelers, and today civilization and history are more likely to overlap than any other spheres. A concrete illustration is India, which with its assortment of different faiths and religions, is a Centre for people from states following similar religion. Tourists from states like Thailand, Indonesia or Burma ( which follow Buddhism every bit good ) desirous of sing Bodhgaya are attracted to the history and heritage of the state. This can be exploited to advance history and heritage touristry doing India a moneymaking finish for people sharing the same religion. Besides an illustration is the International Kite Festival held in Gujarat every twelvemonth, which is easy turning into a large crowd puller twelvemonth after twelvemonth. Cashing in on the history of a topographic point and promoting heritage touristry refers to going to see the topographic points and activities that genuinely represent the narratives and people of the yesteryear and the present. Food and Tourism Food is something an increasing figure of us remember from our travels. Like neer earlier, vacation shapers are taking where they go by what they can set in their tummy. Food is a manifestation of a finish s civilization which can be priceless for giving travelers a hands-on experience. You can open a different door with every repast. The last few old ages has seen an unbelievable displacement in the manner vacations are created and marketed, and that is because people demand reliable experiences. Eating traditional dishes is considered really of import on a vacation. Peoples besides volitionally miss repasts in their hotel or resort to seek out local eating houses. Tourists are going more experimental every bit good as sophisticated in what they eat during a holiday. Supermarkets have besides played a major function in doing foreign nutrients more available. Food festivals are another crowd puller. Singapore hosts an one-year nutrient festival each July observing a different facet of its civilization. The colorful gap of theA West Bengal TourismA andA Food FestivalA is a contemplation of the province s positive attempts to hike the touristry sector.A Indian culinary art ranges from the simple and bland to the munificent and complexly pungent. Each part has its forte culinary art, though some dishes are available throughout the state. All the provinces have their ain signature dishes which are universe celebrated and allure the tourers to see those provinces, for holding an reliable experience. Indian Sweets and assorted assortments of tea, particularly Assam Tea, boost touristry in India. The cookery manners and spirits of every part of India is alone and differs from each other. While Kashmir is celebrated for its 24-course banquet- the Wazwan ; coastal Goa, Kerala and Bengal specialize in fish, seafood and coconut-based dishes. Gujarat and Tamil Nadu are the best provinces to savor vegetarian fortes. Bengal, Bikaner and Delhi are peculiarly celebrated for Sweets. Food touristry includes all alone and memorable nutrient experiences, non merely four star or critically acclaimed eating houses. Price is non needfully declarative of quality. Harmonizing to industry research, true nutrient tourers are absolutely happy at a wayside cafe in the center of nowhere, every bit long as there is something memorable about their visit. Conveyance Relevance Though transit as a subject can be discussed independently, touristry can non boom without travel. Transportation is an built-in portion of the touristry industry. It has been mostly due to the betterments in mobility that touristry has expanded to such a phase. Transportation links assorted metropoliss and states in some instances. Tourism is all about travel, and the function of transit in its operation can non be overemphasized. Accessibility and touristry activities have broken barriers and opened once off-the-beaten-track countries to visitants through aggressive selling of some faraway Eden with the handiness of conveyance. It is, more frequently than non, seen as merely that portion of touristry which is in charge of conveying the tourers to their finishs ; supply a agency of acquiring around the topographic point and go forthing it one time the stipulated continuance is over. In fact, the transit system of a tourer finish has a immense impact on the touristry experience which explains how people travel and why they choose different signifiers of vacations and finishs. Access to tourism sites relies to a great extent upon the province of substructure, and the efficiency of the public conveyance system. Tourists geting at international metropoliss need mobility and few decide ( or can afford ) to engage privateA conveyance. Because of this, the publicA transportA system is an indispensable service for this population, particularly in metropoliss big plenty to necessitate coach, tube and train systems. However, in engorged metropoliss with weak publicA transportA webs, the inflow of tourers exerts extra demand force per unit area on theA transportA system. Manners Available There are five manners of transit, based on the physical features of the service offered and the right of manner over which a transit bearer operates. These are air, main road, rail and H2O, arranged in diminishing order of velocity. All manners of transit are regulated in some mode, be it economic or non-economic. Economic ordinance has been reduced in a figure of transit markets in recent old ages, get downing with domestic air hose deregulating in the United States in the late seventiess. Since so, many other states have deregulated their national transit systems to some grade, including air, main road and rail. Internationally, economic ordinance has been reduced in some markets, with the European Union being a premier illustration of including non merely air but other manners as well.A Passenger transit plays a critical function in finding the success or failure of about every section of touristry. Without a dependable and economic signifier of rider transit to, from and within a finish, luring tourers to see that finish may be really hard. Island economic systems like Hawaii, Andaman Islands or Malaysia are about to the full dependent on air conveyance entree. Off-beat finishs The transit bearer may besides go a finish in its ain right, such as a few sail line drives in countries like Singapore, Malaysia, Caribbean and the Mexican Riviera. Other signifiers of transit helping as finishs include Palace on Wheels , The Orient Express etc. For about the past four old ages, the travel industry in Asia and the Pacific has been undergoing a dynamic alteration, and the growing of low cost bearers has been cited as the individual most of import factor presently determining the part s air hose industry. Therefore at the same clip, touristry has besides had a major impact on conveyance manners and webs through its ability to provide extra motives for leisure and concern travel. Due to the strength of world-wide competition and merchandise para, positioning schemes will go a strategic arm for touristry finishs. Tourist finishs, for illustration resorts which can be reasonably similar, can win in developing strong and differentiated trade names through first-class entree to transit installations. Transport policies and determinations of authoritiess can play a large function in the finishs available to tourers. If the populace sector does non get by with the demand in footings of conveyance substructures, touristry industry might non develop in those parts. Cordial reception HospitalityA is the relationship between invitee and host, or the act or pattern of being hospitable. Specifically, this includes the response and amusement of invitees, visitants, or aliens, A resorts, rank nines, conventions, attractive forces, particular events, and other services for travelers andA tourers. Hospitality is about compensating/equalizing a alien to the host, doing him experience protected and taken attention of, and at the terminal of his hosting, steering him to his following finish. Cultures and subcultures vary in the extent to which one is expected to demo cordial reception to aliens, as opposed to personal friends or members of onesA in-group. The touristry industry has several constituents nutrient, adjustment, topographic point of attractive forces, transit etc. All these constituents are related to cordial reception. Hospitality and touristry experiences have of import emotional dimensions that traditional selling tend to underact. By understanding the hospitality-based dealing between invitees and hosts, sellers and commercial operators can present clients experiences through which to construct client trueness and a robust concern better able to defy. The invitee and host relationship has a long tradition, pre-dating modern cordial reception and touristry concerns by 1000s of old ages and universally apparent across all societies. Hospitality creates an feeling of hosting and hospitableness, which prioritizes guest experiences. The Indian civilisation is one of the oldest on Earth, and like every civilization has its ain favorite narratives including some on cordial reception. That of a simpleton readily sharing his meagre morsels with an uninvited invitee, merely to detect that the invitee is a God in camouflage, who rewards his generousness with copiousness. That of a adult female who fondly cooks up all theA Khichdi she can afford, for everyone who is hungry till one twenty-four hours when she runs out of nutrient for the last hungry individual to whom she offers her ain portion, and is rewarded by the God in camouflage with a neer stoping pot of Khichdi. Most Indian grownups holding grown up listening to these narratives as kids believe in the doctrine of Atithi Devo Bhava , intending the invitee is God. From this stems the Indian attack of graciousness towards invitees at place, and in all societal state of affairss. Benefits of Tourism Branding While many regard branding as merely making a new expression and tagline, if done right, a echt trade name direction scheme should positively act upon all facets of a state. The repute of the state we live in, work and survey affairs. An attractive and typical individuality makes it easier for a metropolis ( and its citizens ) to be preferred in any competitory scene because the topographic point is seen to hold qualities that resonate positively with cardinal audiences and can heighten the wellbeing of its citizens. We can retain different runs for a state. They can include exports, instruction, foreign trade etc. All these should lend to a clear individuality of a state. It is the touristry publicity in whatever signifier ( advertisement, PR, websites etc ) that will hold the biggest impact on the attitudes to a state. Tourism is the acceptable public face of a national trade name. Clarke ( 2000 ) has identified six benefits of branding related to tourism finish merchandises ( TDPs ) : As touristry is typically high engagement, branding helps to cut down the pick ; Branding aid in cut downing the impact of intangibleness ; Branding conveys consistence across multiple mercantile establishments and through clip ; Branding can cut down the hazard factor attached to determination doing about vacations ; Branding facilitates precise cleavage ; Branding helps to supply a focal point for the integrating of manufacturer attempt, assisting people to work towards the same result. Impact on GDP Concentrating entirely on India in this subdivision the touristry industry has contributed tremendously in the booming graph of India s economic system by pulling a immense figure of both foreign and domestic tourers going for both leisure and concern intents. As per the Travel and Tourism Competitiveness Report 2009 by the World Economic Forum, India is ranked 11th in the Asia Pacific part and 62nd overall, traveling up three topographic points on the list of the universe s attractive finishs. It is ranked the 14th best tourer finish for its natural resources and 24th for its cultural resources, with many World Heritage sites, both natural and cultural, rich zoology, and strong originative industries in the state. India besides bagged 37th rank for its air conveyance web. The India travel and touristry industry ranked 5th in the long-run ( 10-year ) growing and is expected to be the 2nd largest employer in the universe by 2019. The hotel and touristry industry s part to the Indian economic system by manner of foreign direct investings ( FDI ) influxs were pegged at US $ 2.1 billion from April 2000 to March 2010, harmonizing to the Department of Industrial Policy and Promotion ( DIPP ) . Harmonizing to the Travel A ; Tourism Competitiveness Report 2009 brought out by the World Economic Forum, the part of travel and touristry to gross domestic merchandise ( GDP ) is expected to be at US $ 187.3 billion by 2019. The study besides states that existent GDP growing for travel and touristry economic system is expected to accomplish an norm of 7.7 per cent per annum over the following 10 old ages. Export net incomes from international visitants and touristry goods are expected to bring forth US $ 51.4 billion ( nominal footings ) by 2019. Furthermore, the sector which accounted for 6.4 per cent of entire employment in 2009 is estimated to lift to 7.2 per cent of entire employment by 2019. Deeming the turning rate of the tourer s reaching in the state, the Indian touristry industry designed a broad spectrum of vacation bundles and cheaper airfares to pull more tourers. The flourishing success of Indian touristry industry has led to a drastic alteration in the cordial reception section every bit good. The addition in the ratio of tourers resulted in the addition of room rates and besides puting up of a broad scope of hotels and other shacking countries. The Indian touristry industry offers online booking system, one of the basic cogent evidence of technological promotion in this sector. These on-line engagements are applicable for booking the air tickets via Internet by logging on to the web site and besides booking the hotel room of the topographic point to be visited. The Role of Tourism Industry in India GDP besides features medical touristry that includes traditional therapies like yoga, speculation, Ayurveda, allopathy and other conventional systems of medical spec ialties is presently estimated at USD 333 million and is most likely to make USD 2.2 billion by the twelvemonth 2012. Analysis of India as a preferable tourer finish Tourism is the largest service industry in India. As we have seen in the old subdivision, it plays an highly of import function in the Indian economic system by direct every bit good as indirect impact. States such as USA, UK, Singapore, Thailand and Australia feature high on the list of favorite tourer finishs. Which leads us to the million dollar inquiry Where does India stand among other Preferred Holiday Destinations? India is a Land of all seasons, where beauty beckons, civilization reverberations, diverseness delectations and tradition negotiations. Those who reach India are greeted with a gracious Namaste, Namaskaaram, Vanakkam or Sat Sri Akal denoting heat, cordial reception and esteem a tradition in melody with the state s antique slogan Atithi Devo Bhava where the invitee is treated as God. The Incredible India run focuses on the cordial reception of our state, and the pristine and undiscovered lands it offers. The run has been running successfully for some clip now, and has succeeded in drawing both domestic and international travelers to Indian finishs. Graciously endowed with mist clad mountain ranges, deep blue seas, puzzling comeuppances, aureate beaches, emerald green vales, thenar fringed backwaters on the one manus and alone art signifiers, exciting carnivals and festivals, interesting pilgrim Centres, sole heritage sites, royal garrisons, olympian memorials, architectural wonders and alien vegetations and zoologies on the other, this legendary land is alone in all facets it is no admiration that India has emerged as one among the Top Five Tourist Hotspots of the universe, with a enormous addition in tourer traffic all through the twelvemonth. Many factors have been jointly responsible for hiking our state s economic militias and the impact of India s economic growing on touristry is progressively being felt in niche sectors. India abounds in attractive and well-preserved historical sites, ancient memorials of architectural magnificence and not-so-ancient mosques/durgahs, churches and topographic points of worship of other diverse religions. India is besides known for some of its all right beaches like Goa, Mamallapuram, Kovalam, Pondicherry, Puri-Konark etc. In add-on island touristry has been developed at Andaman/Nicobar and Lakshadweep Islands. All across the state are wildlife sanctuaries whose countries extend over several 1000s of square kilometers, where wildlife can be observed in their natural milieus. Each sanctuary supports several species of wildlife, being good known for one peculiar species. In some instances, there are rare or even endangered species. India is a land of carnivals and festivals with atleast one carnival in each twenty-four hours of the twelvemonth. These carnivals and festivals add coloring material to the societal life of Indian people. Some of the of import carnivals and festivals are Pushkar carnival in Rajasthan, Crafts Mela at Surajkund, Holi in North India, Pongal in Tamilnadu, Onam in Kerela, Baisaki in Punjab, Bihu in Assam, Dance festivals at Khajuraho and Mamallapuram etc. India has a hoarded wealth trove of handcrafts for any discerning shopper, in genuinely singular assortment of manners and monetary values. Over the old ages, India has developed universe criterion adjustment substructure for entertaining the visitants. There are about 60,000 classified hotel suites in India and about 35,000 suites are under building. These hotel suites scattered in assorted metropoliss are of changing monetary value scope. Some of the major hotel ironss in India are the Oberois, Taj Group of Hotels, Welcome Group of Hotels and India Tourism Development Corporation Hotels. Despite the fact that India has a wealth of astonishing topographic points waiting to be seen and appreciated and an unbeatable touristry potency, India receives far lesser tourers compared to other comparatively smaller states. Most aliens who visit India for the first clip are heard kicking about Over priced Hotel suites Corrupt cars and cab drivers waiting to take them for a drive, literally! Lack of proper substructure Confusion and pandemonium at the airdrome Unhygienic conditions etc Probable Areas of Improvement India is good known for personal bonding and dealingss with their tourer clients. What will be assuring for India is the effectivity of proactive relationship edifice schemes undertaken by India. India should concentrate on edifice and keeping strong tourist relationships. It should besides observe that the choice and preparation of tour ushers who are straight covering with the tourers is undertaken decently. Consequently, the vacation finish directors may set about certain steps to better the position of the dominant factors, which will finally take to the betterment in visitants perceptual experience towards India as a tourer finish. Hence expertness and communicating, and acquaintance with tourers are the most effectual relationship-building schemes. The following effectual scheme could be puting in bring forthing benefits from tourers, chiefly relationship based. There is besides deficient signage and information airing. There is a deficiency of circulation of English linguistic communication stuffs. This can be improved upon, and besides presents a concern chance for private sector. Environmental debasement is rampant litter, abandoned edifices, sewerage leaks, decomposing pipes, all contribute to the negative image of India. Analysis of Malaysia as a preferable tourer finish Advertised as Malaysia Truly Asia , it has an international repute as one of the most desirable finishs in Asia. Malaysia truly is an luring topographic point to see. Immersed in warm tropical Sun ; blessed with assorted intriguing historical metropoliss ; beautiful hill resorts ; an eclectic cultural mix ; and stunning, sprawling rain forest ( Malaysia s rain forests are amongst the oldest in the universe at around 130 million old ages ) . Malaysia provides a delicious blend of attractive forces to accommodate all visitants, and it continues to draw in a wide scope of different ( but every bit funny ) travelers. Malaysia is a state steeped in tradition in everything from nutrient to faith, and frock to architecture. It besides boasts genuinely colossal natural beauty. There are woods, beaches, mountains, rivers and national Parkss. For the adventurers it has diving, golf activities, white-water rafting, cave researching, paragliding, bird observation and assorted other chases. On the other manus, a stay in Malaysia can besides be approximately echt relaxation against the background of Malaysia s Eden landscape. For tourers draw a bead oning for widely distributed touristry, Capital Kuala Lumpur makes for a fulfilling experience. The burgeoning metropolis has all a tourer craves for: plentifulness of rubber-necking, fun-filled shopping, frolicing night life, glittering skyscrapers, and multi-cuisine dining. A Long history of the metropolis ensures that it has a big figure of challenging topographic points to see. Malaysia has come under the influence of several civilizations, peculiarly Arab states, China andA India. Chinese opera, Indian dance, and Malay humanistic disciplines are popular cultural activities in Malaysia. Unique humanistic disciplines and traditions distinguish Sabah and Sarawak from the other parts of Malaysia. Traditional art signifiers of assorted civilizations are practiced in Malaysia, most notably in the countries of dance and public presentation art. Memorials are the informant of their times. PETRONAS Twin Towers are the prototype of the modern times while Sultan Abdul Samad edifice, a colonial construction, tells something about the times of yore. Leaning Clock Tower is the Malayan version of the Leaning Tower of Pisa.A It besides boasts of several redolent museums. Adjustment in MalaysiaA is another added characteristic which attracts travelers from around the world.A Malaysia hotelsA non merely supply first-class installations but are inexpensive besides. Travelers have plentifulness of picks in footings of hotels. There areA inexpensive hotels in MalaysiaA which are extremely accommodating for travelers with shoe threading budget.A Travelers to MalaysiaA can research the state with low budget staying in inexpensive hotels in Malaysia. A alone state in its ain right, Malaysia is rich in civilization and nature. With its diverse population and natural scenery, Malaysia is non merely offering cultural attractive forces, but besides a broad assortment of beaches, mountain Parkss, and tropical rain woods. In add-on, easy handiness and the warm tropical clime make Malaysia a prime finish. Most significantly, Malaysia s diverse society comprises three chief ethnicities: Malay, Chinese and Indians and many other ethnicities/races ( the autochthonal people ) that unrecorded chiefly in rural countries of the state, particularly in the Borneo portion of Malaysia. All of the races in Malaysia live in harmoniousness, conveying their ain alone individuality to showcase Malaysia internationally. Owing to its cultural diverseness, Malaysia is besides a runing pot of assorted culinary heritages that have become an priceless portion of a tourer experience that may lend to the touristry sector. It besides has the possible to lure in ternational travelers seeking culinary pleasances. The peculiarity of Malayan nutrient could be an chance for Malaysia to go a culinary touristry finish in Asia. Malaysia faces stiff competition from a figure of its regional neighbors that besides regard touristry as an of import sector to their economy.A A A Fighting for a little piece of the pie, competition particularly comes from the neighbouring ASEAN states, who themselves are sharply pulling tourers to their shores.A A Today, China, Vietnam and Laos besides strongly lure tourers into their states with abundant heritage products.A A Situated in the same geographical part, Malaysia portions similarities with other ASEAN states in term of natural resources, touristry substructure, civilization, traditions and hospitality.A A While these similarities can be seen as an advantage, they serve more as a disability to Malaysia.A Emerging as a new a tourer finish, a growingly popular Malaysia in the seventies started as A Tropical Paradise , merely to recognize that tourers are more interested in traveling to the more constituted Hawaii and Bali. In its attempts to run off from the neighbors, M alaysian frequently alters its touristry image ( s ) promoted abroad. More late, Tourism Malaysia ( the state s publicity arm ) carried out a promotional blitz on CNN repackaging the state as a state of nature and civilization, under the subject Truly Asia.A A It, nevertheless, still undertakings Malaysia as a finish of everything, a friendly, and a moderate Islamic nation.A A Today, Malaysia seems to switch from touristry in the rural scenes to new urban-based touristry constructs like Health Tourism and Sports Tourism. A In developing itself into a vivacious finish, nevertheless, Malaysia struggles to place it among more constituted states that portion indistinguishable civilizations, heritage and natural environment.A A Increase in budgetary allotments for clear, strategically focused, influential selling and publicity must attach to the preservation and development of new tourer merchandises. Surveies suggest that the present move to heighten nature-based touristry should be continued, particularly in term of supplying installations for escapade tourism.A A At the same clip, restraint should be exercised on the edifice of new subject Parkss and of similar undertakings, as they are found to be non an of import attractive force to the international travelers to this part Probable countries of betterment There is an unequal degree of market publicity of the Kuala Lumpur metropolis compared to other major tourer metropoliss. In some international tourer finishs, there are metropolis or regional based tourer boards to a great extent advancing the finish backed up by a mature circuit and travel industry, hotelkeepers, national and regional air hoses and concern administrations. Tourists have a short continuance of stay due to holiday clip split between Singapore and Thailand. A big figure of tourers are interested in buying art plants, handcrafts, costume accoutrements and keepsakes but the market in Malaysia is non every bit good developed as that elsewhere in the part. Given traditional accomplishments in silverware, brassware, pewter ware, songket weaving, beading, woodcarving and batik printing, the potency does be for spread outing this section of the industry. The private sector should be encouraged in back uping local humanistic disciplines and cultural groups and artistes exposing their endowments. To fulfill the outlooks of international tourers, criterions of cleanliness and hygiene should commensurate with first criterions. Eco-tourism is progressively being promoted as a agency of protecting the natural environment that might otherwise be under the menace of development. Measuring beginnings of trade name equity Brand equityA refers to theA marketingA effects and results that accrue to a merchandise with its trade name name compared with those thatA wouldA accrue if the same merchandise did non hold the trade name name. And, at the root of these selling effects is consumers cognition. In other words, consumers cognition about a trade name makes manufacturers/advertisers react otherwise or follow suitably expert steps for the selling of the trade name. A finish trade name is a trade name associating to a defined geographical part that s understood by its tourers as a alone entity, with a political and legislative model for touristry selling and planning. Finishs are amalgams of touristry merchandises, offering an incorporate experience to the consumers. This amalgam of touristry merchandises and services offered by a finish is consumed by tourers under the trade name name of the finish during their period of stay. Is there such a thing as state trade name equity? Country names sum to trade names and aid consumers evaluate merchandises and do buying determinations. They are responsible for associations that may add to or deduct from the sensed value of a merchandise. Research has supported the thought that consumers are more willing to purchase merchandises from industrialised states as a consequence of state equity. Products bearing a made in Germany, made in Switzerland or made in Japan label are normally regarded every bit high quality, due to the repute of these states as top universe makers and exporters. At the same clip, made in Surinam or made in Myanmar labels may raise uncertainties about the quality of the merchandises due to the low state trade name equity. From Greek mythology to French dash and Russian roulette, from German technology and Nipponese engineering to British stone and Brazilian association football, and from Brussels lacing to Hollywood films, mentions to states and topographic points are everyplace around us in our day-to-day life, societal interaction and work. We use them every bit much as treatments of history ( Soviet expansionism ) , war ( Spanish Armada ) , and political or societal phenomena ( Balkanization ) as in depicting an deadlock at dialogues ( Mexican stand-off ) or mentioning to our trench coat ( London Fog ) . Therein lies the power ( or deficiency of same ) of topographic point equity: Whether positive or negative, focused or diffuse, held widely or by merely a few, developed intentionally or by default and formed from instruction, the media, travel, in-migration, merchandise purchases, concern experiences or any combination of beginnings, every topographic point has an image. More significantly, from the selling position, unlike trade name or corporate images, those of states and other topographic points are non straight under the seller s control. Formed from a myriad of beginnings, they are readily available and we routinely use them to do sense of the universe around us: we associate them with objects, events, experiences, merchandises and so on, in order to understand them better, categorise them, typify them, or treat new information we receive about them. Significance of Marketing Communication for support and revival of state branding through touristry Activities of selling communications in touristry are portion of the joint model of marketing attempts aimed at fulfilling tourers demands. The function of publicity in touristry development is to adequately inform tourers about a specific country and to pull them to it. Promotional activities are coordinated by all those involved in touristry sector and on all degrees so that, based on common involvement and selling construct, the touristry merchandise is successfully presented and concern marks are achieved. Promotion hence bears peculiar significance in the activities of agents in touristry system and is besides really of import for the development of touristry. A comparatively new but truly fast-becoming widespread attack is the proliferation of selling and advertisement through legion societal media. A huge portion of modern life at the minute is the lifting and near-indispensable demand to be invariably online . Today it is tough to last without a phone, changeless checking of electronic mail, societal networking sites, intelligence broadcast, etc. Each individual must be updated- fast- A ; quickly. With this requirement to be ever connected, it is of import besides to capitalise on such agencies to be able to pass on with a niche audience for advertisement and selling intents. There are innovativeA touristry selling communicationA techniques that have come out as a effect of these realisations. Among these are web-marketing or e-communication. Through the higher figure of people traveling online A ; utilizing the net, this has become a fresh genteelness land and phase for selling communications and publicities. The success of independent stores, creative persons, instrumentalists, authors, bloggers, in writing interior decorators, lensmans, etc. through publicity on the cyberspace above all through societal networking web sites such as Facebook, Multiply, MySpace, Chictopia, Youtube, etc. is cogent evidence of the power of cyberspace selling. By utilizing as mediums these really fecund agencies of communicating in touristry selling, it would be simpler to advance the certain finishs A ; bundles offered by the part. Pictures and picture cartridge holders could be posted and associated to their several finishs, along with links to respective governments every bit good as contact inside informations. What makes this kind of selling communications even more wide A ; inclusive is that a measure of web sites used for publicity even have a page for the notes and thoughts subdivision where clients be able to post constructive commentary, concerns, reappraisals, proposals, suggestion, etc. non merely for the company itself to peruse but besides for other possible visitants interested to seek the finish out. Linkss to other web logs and image albums refering the tourer topographic point could besides be offered to give more information sing the location. In successful trade name revivals, trade names frequently use multiple elements of the selling mix to widen their period of adulthood. A trade name can alter merchandise characteristics, mark markets, packaging, distribution, communications, and pricing schemes. Trade names that fail to put to death the trade name revival procedure right can confound consumers, lose market portion, harm trade name equity and can be withdrawn from the market. The trade names that alter the selling mix most successfully are the 1s that remain relevant over the long term. hypertext transfer protocol: //www.eastwestcoms.com/res_why.htm hypertext transfer protocol: //www.ibef.org/industry/tourismhospitality.aspx hypertext transfer protocol: //www.scribd.com/doc/28561913/Indian-Tourism-Industrial-Analysis hypertext transfer protocol: //docs.google.com/viewer? a=v A ; q=cache: BfpFmKx1VGUJ: www.unescap.org/ttdw/Publications/TPTS_pubs/pub_2478/pub_2478_ch5.pdf+role+of+transport+in+tourism A ; hl=en A ; gl=in A ; pid=bl A ; srcid=ADGEESi9MDQ5k46_3IHv6VtxYVxJD0SeqrovskAtgzzCqawa6z258Q1pn1wLsBV-5ukG1DmmrLb9lRQq1FKbL07NuDjRTUEcuR40Fu1pVWAys4eYcpv8On3NrXR6sQifzAnkuunZi_ij amp ; sig=AHIEtbQ9K-bTph6IOiR3LUYAQNEU3oV9Aw hypertext transfer protocol: //www.singapore-tourism.net/benchmarking-indian-tourism-with-the-global-standard-a-critical-analysis/ hypertext transfer protocol: //books.google.co.in/books? id=VMOMm1SgbvwC A ; pg=PA103 A ; lpg=PA103 A ; dq=gunns+model+of+tourist+attraction A ; source=bl A ; ots=utg7e2EU7S A ; sig=Nb_oRrUgwrdGMqeXfH4VUJFV6GI A ; hl=en A ; ei=zrLvTJvFK4SuvgPn4vHyDQ A ; sa=X A ; oi=book_result A ; ct=result A ; resnum=1 A ; ved=0CBkQ6AEwAA # v=onepage A ; q=gunn s % 20model % 20of % 20tourist % 20attraction A ; f=false hypertext transfer protocol: //www.scribd.com/doc/20925055/The-Impact-of-Culture-on-Tourism

ABRAHAM LINCOLN, SLAVERY, AND THE CIVIL WAR Essay - 3

ABRAHAM LINCOLN, SLAVERY, AND THE CIVIL WAR - Essay Example During his childhood, a bitter, disturbing, controversial argument over the right and wrong of slavery was waged. The church to which the Lincoln’s belonged abhorred slavery, although, the region had more than a thousand slaves; the Lincoln’s owned none. It s recorded that in 1809, 15 members of a church relocated due to the issues of slaveholding. This has been detested by a number of historians some claiming that it was because of economic reasons rather than antislavery beliefs. However, it should be made clear that Lincoln did not get to see a large number of black slaves until the year 1828 when he made his debut boat trip to New Orleans. A study of his life reveals congruence with societal transformations that were critical in shaping the future of America. The main question that characterized this period of transformation was if the United States could transform and grow with the system of slavery, or it had to be abolished; Abraham was branded as the great emancipator because of his efforts in trying to abolish the institution of slavery. In his campaigns to political office in 1858 and 1860, Lincoln’s stand against slavery resonated throughout his campaign speeches and debates. During this period, there was a lot of hostility between the Northern states and the Southern states; Free states against the pro-slavery states. This meant that one had to be either in support of one of the two camps. Lincoln’s childhood and Christian beliefs led him to support the anti-slavery camp, which was agitating for the abolition of the institution (Johnson 29). In the period characterizing the senate elections in 1858, there were a series of debates in the fall totaling to seven. The debates were held at various locations within the state of Illinois. The debates pitted Douglas against Lincoln in all the debates with sometimes a crowd of up to ten thousand listeners. The debates were termed as being of an unequal

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Case Study Of Goa Tourism Essay

Case Study Of Goa Tourism Essay With the liberalization of the economy in 1990s and the subsequent growth of the Indian Industry, businesses started coming to Goa for their Conferences, Meetings and Events. This has led to a growth in the business of Conference Tourism in Goa and has unique features that have the potential to create a different brand personality of Goa as a Business Tourist Destination among the domestic businesses. This paper attempts to look at the Destination of Goa which attracts Business Conferences, a trend that is seeing significant growth, both, during the season as well as during the off-season. An attempt has been made to do a qualitative study to identify the impact of Business Conferences on the brand personality of Goa. A Case Study method is adopted to study the process of Business Conference organization to capture the personality type and personality creation which occurs among the Business Conference attendees. The creation of a entertainment personality of Brand Goa is seen as the dominant image which Goa has carved in the minds of the target segment, namely, the domestic businesses tourist. INTRODUCTION Branding and Brand Equity is a widely researched area in the Marketing literature. (Aaker, 1992; Keller, 1993). It has been argued that brands and branding create value, reduce consumer search costs, reduce risks for consumers and satisfy consumer needs. (Biswas,1992; Berthon et al., 1999; Bhat and Reddy, 1998). Tourism destinations are also brands that tourists consume. Whether these brands are created or emerge on their own is a debatable point both in academics as well as in practice. The role of branding process in creating a destination brand has been tried out in India (the Incredible India brand campaign in 2010) and has been researched in terms of destination brand (Cai, 2002). Tourism destinations are also perceived as a brand (Hosany, Ekinci, and Uysal, 2007) and as such can be amenable to marketing activities that enable the development of a specific brand image due to the actions of the destination marketers or the emergence of a specific brand image due to the actions of the (supply side) players and the actions of the (demand side) tourists. Due to slow rate of change in the demand for tourism products, which create the image in the first place, the change in the image of the destination is also slow. However such changes in the product portfolio of a destination have the potential to bring about a change in the image of the destination to various segments of tourists. This article tried to look at the conceptual aspect of Brand Personality, Destination Product Portfolio and impact of specific products (Conference and Business Tourism) on Brand Personality. LITERATURE REVIEW. Keller (1993) identifies brand image as the perceptions about a brand reflected as associations existing in the memory of the consumer. These associations are formed either through direct experience or through information sources or through the inferences from already existing associations (Martinez and Pina, 2003). Destination product portfolio generates these associations in terms of giving a direct experience to the visitors to form brand related associations and it is then used in the information sources to create strong associations of the brand to create a brand image. The usage of Taj Mahal, the historic monument, as a symbol of Regency in India is to create the image of the Exquisite nature of India and this is done not only in the tourism information sources but is used by many products and services in India symbolically.(Taj Mahal Tea, Taj Group of Hotels, etc.,) Destination image which is the perception about a brand is impacted by the destination brand identity as sought to be created by the supply side players at the destination. Keller (2008) identifies brand image as consisting of (1) user profiles, (2) purchase and usage situations, (3) personality and values, and (4) history, heritage and experiences. In a destination image situation all the four aspects given above fit into the creation of a destination image even as the same aspects are available with the supply side players to create a brand identity. The conceptual aspect here to be studied is the role that image perceivers have in the creation of a brand identity. This essentially means that the brand identity sought to be created by the firm/supply side player is actually a perception which the visitor has about the product she envisages to experience. This is more so in business and conference tourism because the product i.e. convention, conference, workshops etc. are co-created as in a service situation. Most conventions and other business get-togethers are created by the firm and the d estination product manager to create an experience for the visitors. Due to the strong economic situation in India and due to the emerging economy that India has been in the last decade, there has been a greater emphasis on the firms to offer to its associates situations and experiences which are rewarding and educative in the form of business conventions at exotic locales in the country. Goa which is an internationally acclaimed tourist destination is one of such locales where there is a good amount of business conference/convention activities which are organized by various firms as a means to appreciate the efforts of its associates and employees. These conventions are of a Leisure-Business orientation. The study is a conceptual one to identify the impact that these conventions have on the brand personality and brand identity/image of Goa. METHODOLOGY The study being conceptual it was thought prudent to use a qualitative approach to the study and hence a case study approach is being taken up. Goa as a destination is chosen to understand the flow of business and convention tourism and the shape it is taking as there has been an influx of business tourism products into Goa in the last few years. Though there has been no statistical history or statistical study done to identify the type and number of business tourism visitors, expert opinion of the players in the market, both, stake holders as well as destination marketers, has been taken to identify the creation of the destination image for the business and conference tourists. Experts from the hotel industry, event management industry and the Department of Tourism which is the nodal agency to monitor and supplement tourism from the Governments side has been targeted for opinions and views which would be the basis for exploring the role of destination image creation and its impact o n the destination image of Goa. GOA: CASE FOR BUSINESS TOURISM Tourism in Goa. Politically, Goa became a part of India in 1961. It was under the Portuguese rule for more than four centuries before that. It is the smallest state of India. It was given Statehood in the year 1987 and prior to this it was considered as a Union Territory along with Daman and Diu which were also ruled by the Portuguese till 1961. Goa has area of 3702 square kilometers and has a lovely pristine beach length of 105 kilometers. Goa as a state is surrounded by the Sea to the west, by the state of Maharashtra to the north and by the state of Karnataka to the south and east. Geographically Goa can be categorized under three distinct areas v.i.z., the Western Ghats (An ecological and biodiversity region of the mountains) towards the east and south, the midlands and the coastal region. Goa has a population of about 1.45 million according to the quick estimates of the 2011 Census.Politically Goa is divided into two districts, North Goa and South Goa. The state comprises of 11 Talukas (Smaller political/administrative divisions of the state) and 189 Village Panchayats (Local Self Governments). This is the geo-political structure of Goa. In terms of economics, Goa, which is the smallest state of India in area and fourth smallest in population, has the highest per-capita income in the country. (http://unidow.com/india%20home%20eng/statewise_gdp.html). The major economic sectors are the Primary sector (Agriculture, Mining, Fisheries and Dairy farming) which contributes 11.39% of the states GDP (2009-2010 at Constant Prices), the Secondary sector (Industries, SMEs, etc.) contributing 37.73% (2009-2010 at Constant Prices) and the Tertiary sector (Services inclusive of Tourism) contributing a total of 50.88% (2009-2010 at Constant Prices).2 (http://www.goa.gov.in/pdf/goa-esurvey-2010-2011.pdf ). In terms of growth of the sectors the primary, secondary and tertiary sectors grew by 2.38%, 5.05% and 20.63% respectively in 2009-10. Tourism Growth Over the years the domestic tourism and foreign tourism increased and by the year 1985 organised tourism in terms of foreign Charter Flights started. 24 Chartered flights operated in the year 1985-86 bringing in 3568 foreign tourists with them. Though this was a minute part of the total foreign tourists in the state (3.85%) it was a beginning which would lead to the Charter Foreign Tourists forming 45.3% of the total foreign tourists in 2007. Though the ratio of Domestic Tourists to Foreign Tourists is 4:1 the average stay of the foreign tourists is generally higher. The domestic tourists stay for an average of 5 days while the average stay for the foreign tourists is 9 days. This also increases the visibility of the foreign tourists which creates an impression that there are more foreign tourists visiting the state of Goa. The chart given at the end of the paper gives the growth of tourism in Goa from 1985 to 2010. Business and Conference tourism was not a part of the tourism scenario in a significant way till the CHOGM meet (Commonwealth Heads of Governments) in 1983. This was one of the major events to happen though not connected with Business Tourism. Since then there has been an increase in the Business and Conference tourism in Goa though there has been no attempt to identify the growth in statistical terms. The tourism industry has on its own given a boost to the business and conference tourism by enhancing the capabilities of the private infrastructure such as Hotel Conference halls, Event management etc., and tried to encourage a larger business visitor profile for Goa. The industry experts view Business Tourism as a nascent offspring in tourism in Goa. There have been a number of conferences and meets in Goa that are targeted at the Business Tourist. The experts identify that at least 700-800 such small and medium Conferences/Meets/ Dealer workshops are conducted all over Goa in a Calender year. Most of these are conducted from June to October as this is the lean season for tourism and as such the facilities associated with the hotel (rooms and other infrastructure) are available. The target market for these conferences to a large extent has been the Pharma companies and also Dealers of different business organizations who converge on Goa to conduct their Sales meets or Year End meets. Most of the target market is in Delhi and Mumbai, the two most important cities as far as Business is concerned. The entire product (Conference or Dealer meet) is co-created by the Customer (business organization), the service provider (Hotel) and the Event Management organization. Most of the entertainment and other services are provided by the Event Management organization which is a part of the product creation process. Fire Dancers, Belly Dancers etc., are organized by the Event Management companies as part of the Conference. The product so created has the potential to define value to its customers and as such has the potential to impact the kind of image that customers seek in such situations. Most of the customers, according to industry experts, are from the socio-economic class B1 and B2 (SEC B1 B2) as per MRSI (2011) http://mrsi.in/sec.html. ANALYSIS AND DISCUSSION The difference between a brand and a commodity is the idea of added values (Meldrum and McDonald, 1995). These added values are associated with consumer demands in various ways. The added values are those that create the intrinsic brand personality that seeks to distinguish different brands though they could be functionally the same. In tourism, the destination personality is used to leverage the perceived image of the place and in helping tourists choose the destination in the first place (Crockett and Wood, 2002). Brand image and brand personality have been used interchangeably (Hendon and Williams, 1985) and brand image is generally synonymous with either the brands strategic personality or its reputation as a whole (Upshaw, 1995, p. 14). Keller (2008) has identified brand image as consisting of (1) user profiles, (2) purchase and usage situations, (3) personality and values, and (4) history, heritage and experiences. Goa and its history of tourism can be analyzed through this qua rtet of dimensions. Business tourists coming to Goa according to the industry experts are mostly from the SEC B1 and B2 categories. The customers are Graduates/Post-graduates, Skilled, Executives or people in Sales / Supervisory or Junior/senior executives. Entrepreneurs in terms of those who employ less than 10 people are also considered under this classification. Since there are a large number of small business meets and conferences happening in Goa the creation of a product (Business conference) in this case is entirely a co-creation between the organization and the service provider. Usually the Hotel has a Sales in-charge associated with Business and Conference tourism and he/she initiates the process of identifying such potential in the market. The Sales-in-charge would then proceed to interact with the consumer (organization) and find out the requirements. These would include the venue requirements in terms of type of food, place, facilities etc. It also includes the entertainment which is then ou tsourced to an event management organization with which the hotel has an association. Given this process the customers say in the creation of the business conference tourism experience is intrinsic. The consumer (Organization) desires to have an experience that caters or satisfies the participants based on its understanding of the people whom it is organizing the conference for, e.g., Trade meet (for its distributors), Dealers meet (for its Dealers), Annual meet (for its Sales people), Quarterly meet (for various departments of the organization) etc. Goas business tourism segment comprises of the above mentioned types of meets and conferences and has resulted in the user profile designing the conference experience for itself. This will go a long way in creating a competence for the hotel/event management organization which is co-creating the experience thereby trying to ensure future conference and meets having similar themes. Its a known fact that once the learning curve is peaked then it is easy to perform with lower costs thereby increasing the profitability to create the experience across different situations and across different customer segments. Goa has long been known as a leisure and fun tourist destination among the foreign and domestic tourists. The Tourism Master Plan (2001) had identified attraction preferences of tourists visiting Goa. 66% domestic tourists preferred the sea side while 48% preferred heritage sites. 60% foreign tourists preferred sea side. Having a leisure focus and getting business tourists to the destination requires a mix of leisure-cum-business. It is precisely this aspect that has appealed to the consumers (organizations) to help them co-create the Business Conference experience. This experience created across the 700-800 small business conferences across the state of Goa has the potential to create an image for itself as far as business-cum-leisure tourism is concerned. In almost all the business meets and conferences the fire dancers and belly dancers that are brought in from outside of Goa perform to entertain the conference/business meet participants. This has initiated a strong preference fro m the customers (organization) side to have such performances as part of the business meet/ conference experience. This has the potential to spiral into a destination image through word of mouth publicity on the type and content of business tourism experience at destination Goa. One can see the subtle change in touristic behavior that impacts some stakeholders in so far as the Casino Tourism is seen. The offshore Casions that started in Goa a few years ago are slowly impacting the image of Goa in certain segments of tourists. Though nascent there is scope for the destination to identify the major impacting elements that lead to the co-creation of the image with respect to Business Conference tourism. The process of image creation or rather experience creation and its impact on the image of the destination is an area for further research. Though this article is more conceptual there is a good potential to undertake research from a service marketing point of view, an economic point of view (Resource utilization) and also from a social point of view. Conclusions. Though Goa is not considered as a Business and Convention Tourism Destination there are small efforts being undertaken by the stakeholders in Tourism at Goa to ensure that there is a combination of Business and Pleasure for the business tourists at Goa. In pursuit of that, there is a strong experience co-creation by the stakeholders and the consumers, which is leading to a subtle image formation and destination brand personality of Goa. The subtlety is of prime importance as it does not lend itself to defined intervention to create a specific image as is done with brands in the marketing parlance. This in turn has the potential to create a brand image / brand personality for Goa which cannot be controlled to deliver a strong competitive advantage vis-à  -vis other business destinations. Industry experts point out that in order to change the image to have specific aspects of Business tourism highlighted there is a strong need to create quality infrastructure in Goa. Industry experts also point out that at best each of the 5 star category hotels has a Convention hall with a seating capacity of about 1000. In order to create a strong brand image of a Business Tourism destination it is pointed out that such halls need to be of at least 20,000- 30,000 seating capacity. That is the kind of direction which needs to be undertaken if one has to have a strong impact on the destination image. However the subtle impacts that are seen due to the co-creation of the business tourism experience also have to be borne in mind since their impact has an emerging trend rather than a planned one. Bibiliography Keller, K. (2008). Strategic  brand  management. Building, measuring, and  managing   brand  equity (3rd  edition ed.). Upper Saddle  River:  NJ:  Prentice Hall