Tourism, Leisure or Events Organisations in Attempting To Improve Essay

Tourism, Leisure or Events Organisations in Attempting To Improve Service Quality - Essay Example In this paper, two tourism companies have been discussed which include the GTi Travel Goup and Thomas Cook Group plc that provide tourism services in the market segment of the UK. In this regard, certain strategies are recommended to the companies with the motive of improving their performances substantially. Moreover, these strategies will assist these two companies in improving their brand image as well as to develop their offered service quality. Table of Contents Executive Summary 2 Table of Contents 3 1. Introduction 4 2. Critical Evaluation of Strategies 5 2.1 Positioning Strategy 5 2.2 Communication Strategy 6 2.3 Supply Chain Management 8 2.4 Human Resource Management (HRM) 10 3. Conclusion 12 4. References 13 5. Bibliography 16 1. Introduction Tourism is determined to be one of the largest industries worldwide and it is also considered to be one of the major elements towards the development of economic conditions and employment opportunities for both developing and developed countries. Service quality in tourism industry is considered to be a vital factor in order to acquire competitiveness in the provided services. The main objective of service quality is to determine the expectations as well as the preferences of customers and to provide services in accordance with their needs and preferences (Mohamed, 2006). The GTi Travel Group is one of the principal companies in tourism sector for overseas visitors in the United Kingdom (UK). The company is recognised to provide professional as well as value for money services for overseas visitors. In this regard, the international visitors are able to have a better outlook of Europe and Britain and the tour packages of the company range from one to thirty days (GTi Travel Group, 2013). Thomas Cook is a travel company in the UK and it is developed with the merger of MyTravel Group plc and Thomas Cook AG. It is one of the renowned tourism companies with having customers of around 23 million who travelled with the group in the previous year i.e. 2012 (Thomas Cook Group plc, 2013). The paper intends to discuss the strategies which could be adopted by GTi Travel Group and Thomas Cook Group plc with the intention of enhancing their service quality. 2. Critical Evaluation of Strategies The strategies that can be adopted by the GTi Travel Group and Thomas Cook Group plc are required to be analysed with the intention of determining the actions undertaken in order to improve the performance of these tourism companies with regard to service quality. These companies are identified to be famous packaged tour offering companies in the UK. In keeping with changing scenario of the global industry, the aspects of customer satisfaction, customer relations, service design and most importantly service quality have gained immense significance. Therefore, companies such as GTi Travel Group and Thomas Cook require to ensure that they abreast with requirements of the customers with superior quality of offerings. In this regard, the recommended strategies are described as follows: 2.1 Positioning Strategy The GTi Travel Group can adopt a positioning strategy with the objective of improving the brand image as well as competitive position of the company in the UK tourism market. The positioning strategy comprises three methods which include market analysis as well as internal analysis along with competitor analysis. In this regard, the GTi Travel Group should analyse the market conditions with respect to the preferences as well as needs of customers with regard to destinations (Alford, 1998). It has been recognised that the demand for the services offered by tourism companies has increased considerably in recent times. With the increase in the amount of disposable incomes of a large section of