Assessment: Tourism in Chicago This Assessment

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[. . .] The citizens also have a significant role in the sector. The citizens should ensure that the city is welcoming for the tourists. The citizens should also be proactive in protecting the tourist attractions and resources. Business leaders need to invest in the sector. This includes the building of new attractions and accommodation facilities for visitors. It is evident that the role of these stakeholders is intertwined. In order for the sector to be successful, all the stakeholders need to be encouraged to perform their roles exceptionally.

Forms of tourism

The unique nature of Chicago attracts several tourism forms. The entertainment facilities in the region encouraged entertainment tourism. This is a large component of tourism where the visitors frequent sightseeing spots, theatres and sporting attractions in the region. In addition, history and shopping are also an attraction in the city. The city benefits from its proximity to Lake Michigan, which facilitates water, based activities including sailing and fishing for the visitors.

Applications of sustainability indicators

Considering that Chicago is based on an urban framework, there are unique challenges in the efforts to ensure sustainability and environmental protection. The city has been proactive to market itself as an eco friendly destination. Despite this initiative, the city experiences several issues synonymous with most cities. These issues include social, economic and environmental factors. The city is facing a rising population, which increases the pressure for the resources. This social issues results in a situation where the resources and social amenities, which exist in the town, are lacking. This may result in other effects including poverty and crime and consequently lead to social decadence for the region (Pilon, 2010). In addition, the industrial activities in the city also contribute to pollution, which has a detrimental effect on the environment. In addition, the increasing number of visitors annually also has a detrimental impact on the region's environment. Since the visitors interact with the environment of the city, they affect the environment. For instance, visitors contribute to the garbage being produced in the city ( Olewiler, 2006). This has negative ramifications on the environment in the long-term. In addition, transportation for the visitors also contributes to carbon emissions resulting in environmental degradations (Pilon, 2010). The urban population in the region magnifies these issues. The city needs to be more proactive in ensuring that such issues are addressed through planning and policies that will ensure sustainability for the sector.

Competition and collaboration

The region faces competition from other cities in the U.S. Chicago faces stiff competition from Los Angeles and New York. This requires the city to be proactive in ensuring that it has attractive packages for visitors in order not to lose out. Competition appears to have a positive effect on the sector since the players ensure that they improve their services in order to make the destination competitive. The city aims to maintain its competitive advantage over other competing destinations. Some of the features, which make the region unique, are its history and proximity. The history of the region cannot be replicated in other cities. In addition, tourism is ingrained in the city's leadership structures. This makes it effortless for the city to adopt new policies that compliment the sector. The availability of the fresh water lake also provides an advantage for the city since it offers water sports including sailing and fishing. The lake is also accessible from various locations in the city. This makes transport to the attraction easy for the visitors giving the city a competitive advantage. The players in the industry also carry out research and strategic marketing to ensure that the region is attractive for the target audiences. This has instrumental in the city's achievement of 8 million annual visitors. The city collaborates with other regions including Milwaukee and Indianapolis to be supplemental visit shops for visitors. This increases the capacity of the city to cater for the visitors needs by cooperating with the neighboring regions. This increases the destination's competitive advantage.

Destination Marketing

One of the factors that have facilitated the success of the tourism sector in Chicago is its marketing strategy. The city uses destination marketing to make the market aware of its potential as a destination. This involves communication with the tourist market in order to influence their preference for a destination and their intention to travel (Pearce, 2005). This includes the communication of the destinations competitive attributes and values. This approach compliments the tourism strategy of Chicago since it encompasses the interests of the community, visitors and service providers. Chicago is successful in its efforts of destination marketing since it is a large city. This offers visitors a variety of attractions and activities in the city. Every interests and desire of the visitor can be satisfied in the region. This result in customer satisfaction for the visitors since they are well covered with the tourist packages offered in the city. Some of the examples of how Chicago markets its destination are evident in the mandate of CCTB. The board markets the city using its most notable features including navy pier and the McCormick place. In the navy pier, the city markets the 15-foot Ferris wheel, restaurants, theatres and museums in the area. The city has branded itself to be an entertainment destination by marketing conventions and festivals. The city also brands itself as a preferred destination by promoting cruise ships in the great lakes. The city collaborates with Canadians in order appeal to the tourist market. The city has aimed to differentiate its attractions in order to make its tourist experience unique from other destinations.

Tourism Trends

Since tourism is an integral part of Chicago's economy, there are developing trends in the sector. In order for the city to keep on benefiting from the industry, it is crucial for the sector to keep on changing and growing in order to maintain its mass appeal. The interests of tourist change with time and competing destinations are always researching to develop new ways of achieving a competitive advantage. This requires the mentality of the stakeholders in the sector to be progressive. Chicago needs to be aware of the new ways to benefit from the changing trends in the industry. Some of trends, which are evident in the Chicago tourism industry, include the following. The city has increased its focus on attracting international tourist. The city is aware of the potential of the international market. In order for the city to increase its annual visitors, it has to tap into the expansive international market. If the sector confines its attention to the local or regional market, it will lose out to other destinations, which are exploring the international market. For instance, in 2010, the city aimed to increase tourist numbers by 25% by emphasizing on the potential of the international market. This move was expected to add $4 billion annually (Civic Consulting Alliance, 2012). Players in the tourism sector are also warming up to the idea of responsible tourism. Tourists are encouraged to adopt sustainable practices while visiting a region. This ensures that the tourist attractions and resources are protected for the future. The tourists are encouraged to connect with nature and culture of the region. There is an increasing support of ecotourism. This trends aim to ensure that there is sustainability in the sector where there are new target markets and protected resources. The new trends aim to ensure that there is protection for the sector's future and that the industry does not stagnate in the long-term (Conrady, Buck Viehl, and Tittel, 2011). The trends consider the social, environmental and economic factors that affect tourism. The new trends ensure that the sector is diverse for the future customer needs. Tourism is an integral part of Chicago's economy. It is necessary for the stakeholders to be progressive in their strategy in order for them to protect this crucial revenue stream and employment source.

References

Borrelli, N and Kalayil, A. (2011).Tourism and Planning in Chicago. The Experience of Devon Avenue. Tourism Planning & Development. Volume 8, Issue 4. Pages 345-357

Civic Consulting Alliance. (2012). Growing Chicago Tourism. Retrieved from < http://www.ccachicago.org/project/growing-chicago-tourism>

Conrady, R., Buck, M., Viehl, P., & Tittel, K. (2011). Trends and issues in global tourism 2011. Heidelberg: Springer.

Dwyer, L., Forsyth, P., & Dwyer, W. (2010). Tourism economics and policy. Bristol, UK: Channel View Publications.

Fusco, G.L., & Nijkamp, P. (2008). Cultural tourism and sustainable local development. Aldershot: Ashgate.

Koval, J.P. (2006). The new Chicago: A social and cultural analysis. Philadelphia: Temple University Press.

Olewiler N. (2006). Environmental sustainability for urban areas: The role of natural capital indicators. The World Urban Forum III. Volume 23 (3). Pg 184 -- 195.

Pearce, P.L. (2005). Tourist behaviour: Themes and… [END OF PREVIEW]

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