Environmental and Competitive Analysis of Easyjet Essay

This report has been written in order to provide an environmental and competitive analysis of the low-cost airline industry sector from the position of Easyjet. It will give a brief history into Easyjet and the low-cost airline industry. It will analyse the internal strengths and weaknesses as well as the external threats and opportunities. Competitors will be analysed through the use of porters 5 forces model. Recommendations will be made for EasyJet’s marketing strategies for the next three years. Corporate History Easyjet was founded in 1995 by Stelios Haji-Ioannou who based the firm around the low-cost, no-frills model of the US flight operator ‘Southwest’. The concept of Easyjet is based on the fact that short flights within Europe are price elastic, meaning the lower the prices the more people will travel within Europe. The deregulation of the European airline industry in 1992 authorised any European airline to operate, fly and land anywhere within Europe. This allowed airlines to expand routes and operate within Europe with much higher precision. Easyjet was initially started from its ‘hanger’ headquarters at Luton airport with two Boeing 737-300’s offering flights from London Luton to Glasgow and Edinburgh at a price of  £29 each way. To date easyJet has now expanded into offering 125 routes from 39 major European airports using their fleet of 122 aeroplanes. EasyJet has also expanded into having large basis at not only Luton airport but also Liverpool, Geneva, and AmsterdamBack in 1999 easyJet gained free mass exposure to an audience of around 9 million viewers through ITV’s ‘fly on the wall’ documentary series ‘Airline’. The launch of easyjet.com in 1997 has become an integral part of the business model and has seen a huge change in the culture of booking travel tickets. Currently easyJet.com provides around 90% of bookings today and in 2001 hit ten million sales making it the second busiest travel website in the UK. Ryanair and easyJet are in fierce competition with each other as they are the two largest low-cost airlines operating within the UK. Since easyJet’s takeover of the low-cost airline â€Å"Go† in 2002 it has become Europe’s largest airline in this sector but still faces fierce competition. EasyJet Mission StatementA mission statement should be the ultimate goal of a firm and should filter down into every department of an organisation. To provide our customers with safe, good value, point-to-point air services. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes. To achieve this we will develop our people and establish lasting relationships with our suppliers. (http://easyjet.com/EN/About/index.html)EasyJet’s environmental code based on three pointsTo be environmentally efficient in the airTo be environmentally efficient on the groundTo lead in shaping a greener future for aviation, for example:- carbon offsetting- shaping future aircraft design- for example, the ecoJeteasyJet high efficiency = lower emissions = low faresSWOT AnalysisA SWOT analysis analyses the internal Strengths and Weaknesses of easyJet along with the external Threats and Opportunities. Strengths†¢Well known, respected and memorable brand name†¢Strong and well known leadership figure in Stelios: â€Å"No Bullshit† approach†¢Motivated workforce independently trained at the easyJet academy†¢Very effective advertising strategies developed to reinforce the easyJet brand along with mass exposure through ITV’s ‘Airport’†¢Good knowledge of the market and effective responses to competitors attempting to steal potential customers†¢Fly to a large number of main holiday destinations†¢Lower carbon emissions due to using newer fleet of aircraft†¢Cost reduction with the removal of travel agents†¢High passenger volume†¢Low operating costs†¢Diversification into other markets, car rental, internet cafes and hotels†¢Flat managerial hierarchy, thus reducing costs†¢Innovator with regards to online booking and ticket-less travelWeaknesses†¢Fly only within Europe and no current intentions to expand outside of the continent†¢Rely on computer bookings to such extent that business would be unable to operate with computer failure or virus attack. †¢No customer retention/relationship policy. †¢No points scheme to reward frequent flyers†¢Access to European airports allowed by the deregulation of the industry, which may vary in the future†¢Outsources many of its services to third parties which may be damaging to its reputation†¢Success of Easyjet makes it difficult and expensive to train staff quickly enough. Opportunities†¢Lower costs further†¢Increase fares†¢Introduction of more countries into the European Union has increased potential customers and flight destinations†¢Expand into new routes, outside of Europe, and long haul†¢Decrease turn around times†¢Improve aircraft utilisation†¢Vertical integration to eliminate outsourced functions of easyJet’s procedure†¢Gain first mover advantage with regards to using alternative ‘greener’ fuel cells†¢Introduction of points scheme to reward and retain frequent flyersThreats†¢Rising fuel prices †¢Introduction of a carbon emission tax or other environmental regulations†¢New emerging competition†¢Competitors undercutting prices or offering similar prices for a more efficient/better service†¢Aircraft maintenance problems†¢Terrorism reducing air travel numbers†¢Emerging alternative modes of transport†¢Reputation lost in event of well publicised incident†¢DelaysPEST AnalysisA PEST analysis analyses the Political, Economic, Socio-Cultural and Technological factor influencing the low-cost airline industry. Political Factors†¢Threat of terrorism upon airlines†¢Governments applying taxes upon carbon emissions†¢Introduction of more countries into the European unionEconomic Factors†¢Increasing fuel costs and other environmental restrictions†¢European Union regulations†¢Prospect of higher security and insurance costs due to the increased risk of terrorism. †¢Continuing growth of air travel through continuing globalisation†¢Introduction of the Euro single currency is likely to integrate Europe even moreSocio-Cultural Factors†¢Travel and holidays are becoming more and more typical for a large percent of the UK  population†¢Continuing growth of multi-national enterprises has caused business travel to become more common†¢Gaining customers from France and Germany may cause problems as these nations are still very reluctant in using credit cards over the phone and on the internetTechnological Factors†¢Advancements in e-commerce resulting in increased online competition†¢Improvements in engine technology will allow easyJet’s planes to run more efficiently and reduce emissions†¢Increases in fuel technology offering easyJet alternative fuel sources Porter’s 5 forces model Porter’s 5 forces model looks at: the threat of substitutes, the threat of new entrants, the power of suppliers, the power of buyers and the rivalry among existing firms to analyse the competitiveness within a certain industry. The threat of substitutes†¢Fairly low threat from other modes of transport as the cost and time advantage clearly separates the low cost airlines from the luxury and comfort offered from substitutes such as high speed train services. For example London to Glasgow takes 6 hours on a train and costs around  £80 whereas Easyjet offers the service in 1 hour only costing  £29. †¢Regarding travel into mainland Europe the distance is far too great for train, car and ferry travel to be a realistic worthwhile substitute. For example if a customer was to drive to the south of France for a short weekend break the travel would take too long for it to be realistic and practical trip . The threat of new entrants†¢Limited capacity at suitable airports means any new airline would find it hard to find suitable take off and landing slots. †¢Huge start up capital required for the purchase of aircraft†¢New entrants would be working as a ‘loss leader’ for a number of years due to the large initial expenses†¢The low cost airline industry within the UK is fairly mature but as easyJet were one of the initial firms into this industry they hold a strong position. However within the rest of Europe there are many holiday operators who are attempting to enter the low cost airline industry themselves. The power of suppliers †¢The price of fuel is directly related to the cost of oil which is ever increasing. Easyjet rely on being able to obtain fuel but have no control over the price. †¢Aircraft manufactures are extremely concentrated within the industry with Boeing and Airbus the two main manufactures. The dependence of spare parts from a certain manufactures could pose a risk. †¢The more Easyjet expands the more power it will hold over its suppliers through gaining ‘economies of scale’. The power of buyers†¢Buyer power within the airline industry, especially the low cost sector is especially strong as customers often shop around and try to find the best price. This factor has been extended through the introduction of many online flight search engines such as travelsupermarket.com and lastminute.com. †¢The Civil aviation authority (CAA) provides protection against(1) the consequences of travel organisers failure for people who buy package holidays, charter flights and discounted scheduled air tickets and(2) licences airlines and ensures compliance with requirements of European and UK legislation relating to financial resources, liability and insurance of airlines. †¢Customers experience no negative feature of switching supplier so are happy to do so. Rivalry among existing firms†¢Ryan Air, BMI baby, MyTravelite, Jet2 and Buzz are all competitors with the UK low cost airline industry but Ryan Air is the only one of these to have succeeded and shown a continuously yearly profit. †¢British Airways and other traditional flight operators flying from the UK are competitors but on a much lower scare as they are targeting different market segments†¢There are over one hundred European based low cost airlines,  many of them are very small but still act as competition for easyJet. Different Types of competitorsSimilar specific – same product, technology and target marketSimilar general – Same product area but serving different segmentsDifferent specific – Same need satisfied by very different meansDifferent general – Competing for discretionary spend(Brassington, pg 866)In relation to Easyjet the similar specific competitors are the other ‘no-frills’ low cost airlines, operating within Europe. The largest firm that fits this specification is Ryan Air thus they are easyJet’s prime competitor. Other ‘no-frills’ low cost airlines operating within the UK include Jet2, bmibaby and Flybe. The similar general competitors are other airlines that operate within Europe but which are targeting a different type of clientele. Within the UK the largest operators are British Airways and Virgin but both of these operators tend to concentrate on the more upper class expensive business flights. They are also not in direct competition with Easyjet as they offer flights all over the world and are not restricted to just within Europe. The different specific competitors are firms which offer travel into Europe by means other than air travel. This would be the channel tunnel operator Euro tunnel and the English channel ferry operators such as P&O, Brittany or Stena Line. These are not in direct competition as the main differentiation is that on both the channel tunnel and the ferry crossing people can take their cars onboard. It is also a much longer process so unless visiting the west coast of France weekend breaks would seem rather pointless as the duration of the ferry would be too long. Different general competitors could be firms offering holidays and trips within the UK where no air travel is needed at all. Different general competitors could also be firms supplying other luxury items that may be bought instead of a holiday, such as a new car. Competitor analysisAs the range of competition throughout these groups (above), is at varying intensities the similar specific and similar general groups will be broken down into four segments for ease of analysis. Competition will be analysed through a competitor analysis. Who are our competitors?Segment 1Ryanair: Easyjet’s direct competitorsSegment 2Other UK based low-cost airlines: Jet2, flybe, bmibaby,Segment 3Standard UK based airlines: British Airways, Virgin Atlantic, KLM and BMISegment 4European based low-cost airlines: There are over 100 European low cost airlines such as: Condor, g’wings, SkyEurope and Blu Express. AssumptionsIt is inevitable that the continuous growth in the low cost airline industry will begin to slow down as the industry is becomes saturated. It is believed that the current mass of operators will be whittled down to a handful of major airlines. A large number of the smaller low cost airlines that will unavoidably struggle to compete will be involved in take-overs allowing the bigger players in the industry to continue to grow. What are our competitor’s strengths and weaknesses?RyanAir Strengths†¢Well known and respected brand name†¢Low costs due to low airport charges†¢High internet booking ratio†¢High aircraft utilisation†¢Use single type of aircraft†¢Fast turn around times†¢High seat densityRyanAir Weaknesses†¢Recent reports of poor customer service†¢Negative press†¢Airports are often long distance from travellers end destinationUK based low cost airline Strengths†¢All have their own website for bookings and ticket-less travel†¢Some have strong financial backing†¢Fast turnaround time†¢Low operating costsUK based low cost airline Weaknesses†¢Relatively small in comparison to easyJet and RyanAir†¢Large advertising costs†¢Small network of routes†¢Competing in competitive industry resulting in many mergers and take-overs†¢Restricted to the use of certain airportsStandard UK based airlines Strengths†¢Res pected and well known brand names †¢Worldwide service†¢Strong financial backing†¢Respected standard of serviceStandard UK based airlines Weaknesses†¢Low aircraft utilisation (compared to easyJet)†¢High costs†¢High pricesEuropean low-cost airline Strengths†¢Use of  single currency (Euro) can reduce costs†¢Closer to emerging markets (Eastern Europe)†¢Low costs†¢Well know brand names, in their respected home countriesEuropean low-cost airline Weaknesses†¢Relatively small compared to easyJet and RyanAir†¢Virtually unknown in the UK†¢Competing in fierce industry†¢Restricted use of certain airportsWhat are our competitor’s objectives?RyanAir – â€Å"RyanAir’s objective is to firmly establish itself as Europe’s leading low-fares scheduled passenger airline through continued improvements and expanded offerings of its low-fares service. RyanAir aims to offer low fares that generate increased passenger traffic while maintaining a continuous focus on cost-containment and operating efficiencies.† (Ryanair.com)UK based low cost airlines – Initially the UK based low cost airlines objectives are to survive in the industry by increasing their market share. The inevitable saturation of the market will cause many of the smaller low cost airlines to be merged or taken over by the larger players. In order to avoid this smaller low cost airlines need to differentiate themselves from the crowd or gain a unique selling point through lower costs, excellent customer services or exploiting new routes. Standard UK based airlines – Aim to continue their dominance of flights in and out of the UK by emphasising the quality of the service they provide. They also plan to reduce prices in order to shorten the gap between themselves and the low cost airlines. European bases low cost airlines – European low cost airlines need to survive in the market by increasing their market share. This could be established by increasing their network routes or branching into un-targeted countries within Europe. It is also plausible that mergers will occur within this sector to reduce the risk of failure. RecommendationsEasyJet can not avoid the increasing oil and petrol prices which is bound to effect the industry sooner rather than later. It may be recommended that easyJet start looking into using alternative renewable fuel sources. If easyJet can get hold of the technology to run their fleet of planes on a ‘greener’ fuel they may gain first mover advantage and capture large amounts of the competitions customers. Over the next three years it would be recommended that easyJet focus on ‘joining the dots’ of their European network rather than attempting long haul flights as this would be difficult and would carry a large initial risk. If easyJet could ‘join the dots’ in their European network it would fight off the competition from the emerging low cost airlines attempting to grow within the industry. Conclusion In conclusion easyJet have built a strong brand which has positioned them in an excellent spot within the low cost sector of the airline industry. With this sector of the industry predicted to grow, competition is likely to intensify even more but as easyJet has already built a strong brand and customer base it is unlikely they will be forced out of the market. EasyJet need to continue its advertising strategies, reinforcing its image and brand name to continue as one of the industries leading airlines. As the UK market is saturated and offers small or no growth opportunity, it would be logical for easyJet to focus on the expansion of their route networks within Eastern Europe. EasyJet should accomplish this through providing the routes themselves or merging with a competitor that already does. Reference List Bird’s eye view. SWOT analysis of low cost carrier industry (April 2007)http://www.air-scoop.com/downloads/SWOT_Low-Cost-Carriers_Air-Scoop.pdf [7-12-2007]Blythe, J (2006) Principles and Practice of Marketing, Thompson Learning, Bedford Row, LondonBrassington, F. Petit, S. (2003) Principles of Marketing, page Pearson Education, Harlow, EssexChannel 4 news. How green is easyJet? (May 2007) http://www.channel4.com/news/articles/society/environment/factcheck+how+green+is+easyjet/509642 [20-11-2007]Crawford,C. Easyjet SWOT Analysis (2004) http://www.marketingprofs.com/ea/qst_question.asp?qstID=3412 [25-11-2007]Hoffmann, J. Ryan Air – Environmental Analysis, Discussion of core competencies and Strategy Proposal (2004)http://www.grin.com/en/preview/39017.html [25-11-2007]Manzoor, M. Easyjet (2005) http://www.marketingprofs.com/ea/qst_question.asp?qstID=9339

Wong Kar Wai’s “In the Mood for Love”

IN THE MOOD FOR LOVE Set in front of the conservative backdrop of 1960's Hong Kong, Wong Kar Wai's In the Mood for Love tells the intimate tale of two people who, by fate, seem to land themselves in each other's company due to the common bond of the absence of their spouses. The plot of the film is by no means anything original, but it is deeply accentuated by the style in which the film is shot. With unconventional camera angles, an inconsistent musical score, and deep, luscious colors, In the Mood for Love brings a seemingly real perspective to a very personal story. Mr. Chow (Tony Leung) and Mrs. Chang (Maggie Cheung) coincidentally, move in to their small neighboring Hong Kong flats on the same day. Mr. Chow, a newspaper editor with an unseen, but presumably traveling, wife, and Mrs. Chang, a secretary, also with an unseen business executive husband. The two often find their paths crossing as they frequent the same streets, restaurants, and noodle shop. It is when they discover that their spouses are having an affair that they begin to see each other. Unlike very fast paced, show-all, American films, the relationship that blossoms between Mr. Chow and Mrs. Chang is not one of immense passion and love, but more of a deeper unsaid understanding. It is the simple gestures such as the conversations, the gazing into one another's eyes, and the holding of hands where the real relationship lies. This could not be clearer when, in a climactic moment of the film, they briefly caress each other's hands in the back of a taxi. The film is accentuated by the unconventional, but highly innovative camera work throughout. Often times the camera remains stationary while the characters move about, and sometimes out of the frame. It's as if to remind the audience that we are looking through a peep hole rather than through a movie screen, and that there are things that we will not be able to see. Throughout various portions of the film, like the rice cooker scene, for example, you can hear the characters speaking, but you will actually have to visualize what they are doing. The position at which the camera lies throughout the movie is also noteworthy because of the strange angles it is put at, such as under a bed, over a person's shoulder, through metal grating, and in general, low to the ground. It seems that Wong Kar Wai is telling us â€Å"no, that's too easy. You need to look at this from a more difficult position, as if you were eavesdropping on these very private moments†¦Ã¢â‚¬  The rich colors and costumes of the film play a very large part in how the story is told as well. In the first scene, at the appearance of Mrs. Chan and her very colorful dress, the audience is immediately drawn to her and continues to watch her throughout the rest of the film. From then on each dress, one right after the other, begins to astonish the viewer with its lush colors and interesting patterns. This immediately sets Mrs. Chan apart from any other character, especially Mr. Chow, who dresses in relatively the same attire every day, creating a very physical contrast between two characters who are emotionally similar. Not only does the costuming add emphasis to the film, but the lighting of most of the scenes adds another layer onto they already thick stylized coat of the film. Much of the film takes place on the very foreign and almost enigmatic streets of Hong Kong, usually during the night, and we are provided with not quite enough illumination to see everything perfectly. This adds a heightened level of mystery throughout the entire film, especially in the first half, before the characters really meet. The warm colors, in a sense, add quite a bit to the slow pacing of the film. These are not very cold, vivid, or fast colors, but rather ones that let the scenes take their time, in a place where conversations are not hurried and friendly games with neighbors last into the late hours of the night. The editing also does its part to slow down the movie, making the shifts between days seamless and slowing scenes down into slow motion to literally â€Å"juice† the magic out of them. However, much, if not all of the aforementioned material is simply technique none of the true bread and butter of movies is covered. This is simply because there hardly was any. Is the plot original? No, not really. Is the script solid? Well, considering there was no actual script to begin with, no. But is the way in which all of these, otherwise boring, elements filmed beautiful and interesting? Absolutely! It seems that the true core of this movie is missing, but who's to say that every movie has to follow a standard formula? THEMES TIME After reading some interviews I found that Kar-wai was very interested in the past, almost nostalgic for how Hong Kong was when he was growing up. He also finds interesting ways to show the passing of time in In the Mood for Love with the many beautiful dresses that Mrs. Chang wears. ISOLATION Another heavy theme in In the Mood for Love is isolation. In a couple of the interviews Kar-wai mentioned that people (like himself) fleeing Shanghai to Hong Kong basically had to cram into apartments. Kar-wai creates a limited visual space by having actors off-camera, shooting in narrow hallways. Even the character’s emotions seem to distance themselves. CINEMATOGRAPHY The way Wong Kar-wai and Chris Boyle go about shooting movies is the complete opposite from every other director we’ve studied this semester. Instead of taking a more professional approach of meticulously planning out every shot, they figure out what would be best determined by location, and it seems they act more like bumbling film students rather than award winning filmmakers. â€Å"Our styles come from the way we work; like in Fallen Angels we started working in a very small teahouse, and the only way we could shoot the scene was with a wide-angle lens. But I thought the wide-angle lens was too normal, so instead I preferred an extreme wide-angle. And the effect is stunning because it draws the characters very close to the camera but twists the perspective of the space so they seem far away. It became a contrast to Chungking Express, in which people are very far away from the camera but seem so close. Also, we work with very limited budgets and we don't have permits, so we have to work like CNN, you know, just breaking into some place and taking some shots. We often don't have time for setups, and sometimes when neighbors walk into the frames we have to cut them out, and that becomes a jump cut. I think 10 or 15 percent is preconceived. Most of it just happens. † –Wong Kar-wai This is all very surprising because the most notable features in In the Mood for Love is the look of the film, which is beautiful. It’s nice to know there are other ways to go about shooting a film, and that being meticulous doesn’t make you a better director. The way you take on the challenges of shooting a film to be as visually competent as possible makes you a director. WORKING WITH ACTORS Seeing how Kar-wai’s filming techniques are by the seat of your pants, it comes as no surprise that his directing of actors is just as spontaneous. During the filming of In the Mood for Love, Maggie Cheung said that the camera would be far away (because he’s shooting with a wide angle I’d assume) and that he would all of a sudden want to switch the shot to slow motion, without telling any of the actors. â€Å"He will see a shot and then suddenly he will picture it as a slow motion shot and he'll just say, let's try one of those, and then he'll just do it, without us even knowing. I’m not sure if this is the best way to go about directing an actor unless you are absolutely sure about what you’re doing. Wong Kar-wai seems to be a free spirit in the way he speaks, and directs. Plus he has a close relationship with many collaborators so everyone knows what is needed from them to complete his vision. Kar-wai seems to know the most ab out human emotions and how to properly show them on the screen so they’re believable. I remember there was an emotional scene where I was saying good-bye to Andy Lau at a bus stop. We had to retake that scene the next day because I was not very good. I thought I had been good because I had been crying and crying, but Wong Kar Wai said, â€Å"It is not about that. It is not about how many tears drop out of your eyes or how emotional you are. † I said, â€Å"No? But you ask me to cry and I am crying, why am I doing it wrong? † He said, â€Å"But when you cry you should try to hold back. Nobody cries just like that. The minute you feel the sting in your eyes your first reaction should be ‘I don’t want to cry,’ and to hold it back. † INFLUENCES Wong Kar-wai was born in Shanghai and moved to Hong Kong when he was five. Leaving his 40 or so cousins, he became an only child thanks to the Cultural Revolution. Leaving the lifestyle of a small village full of friends and family your own age, to a city full of adults must have been very impressionable on the young Kar-wai. His mother loved movies and luckily for them there were plenty of theaters around playing Western, European, and local films, â€Å"we spent almost every day in the cinemas because she doesn't have any friends or relatives in Hong Kong†. Days of Being Wild, In the Mood for Love, and 2046 all take place during the 1960’s in Hong Kong, with slight political undertones so this place and time was obviously very important to him. Wong Kar-wai also seems to be heavily influenced by the French New Wave, but who isn’t? Like The 400 Blows and Breathless, Kar-wai’s films come off as a love letter to their settings because of how beautifully detailed the shots are. You can tell that he is in love with Hong Kong and that it is his greatest influence.

The Lottery and A Good Man Is Hard to Find Analysis

The Lottery and A Good Man Is Hard to Find Analysis Fiction/Short Story EssayIn both of the short stories, â€Å"The Lottery† by Shirley Jackson and â€Å"A Good Man Is Hard to Find† by Flannery O’Connor, both authors use characterization, character names, and symbolism to portray their characters’ values and beliefs and their strengths and weaknesses in a similar yet different matter. The characters’ names and symbols in each story support the theme of each story that they were created in.â€Å"A Good Man is Hard to Find† by Flannery O’Connor seemed to use the more modern for the time the book was written and basic description of evil-good people who face the wrath of a disturbed man for no reason. The story was far more complex than just its description of evil, and was interesting in many ways, but not so much interesting in its depiction of the evil character. Overall, I’d say the story supported traditional thoughts about what a disturbed character was, the Misfit, someone w ho was a criminal and who killed those who crossed him with little to no reason. The Misfit can be seen as more evil if one looks at the story more literally and to a deeper point, understanding the grandmother as his actual biological mother. However, this would mostly serve to support the nature of the disturbed characters that already exists. A person who would kill his own mother for any reason would likely fit into anyone’s classical definition of disturbed. The main disturbed characters in this short story are: The Grandmother and the Misfit. The Grandmother is the manipulator in the story, she doesn’t want to go to Florida because she’s got relatives to see in Tennessee and seizing at every chance to change Bailey’s mind. (O’Connor 567). To try and gets her way, she trying to scare her son with reports of a criminal on the loose and guilt trip him about taking his children there. This is said by the grandmother: â€Å"Just you read it. I wo uldn’t take my children in any direction with a criminal like that aloose in it. I couldn’t answer to my conscience if I did.† (O’Connor 567). With the Misfit, he was the mysterious criminal who had run into the family and killed them all as he assumed that they were in his way of escaping. His moment of zenith was him saying: â€Å"I found out the crime don’t matter. You can do one thing or you can do another, kill a man or take a tire off his car, because sooner or later you’re going to forget what it was you done and just be punished for it (O’Connor 578).† The symbols in the story are the Misfit’s car, the dark forest, and the cloudless, sunless sky; each of these foreshadowed the events of death were to come.I didn’t see â€Å"The Lottery† by Shirley Jackson as portraying a disturbed character, but more as disturbing ways in their society. While there were sinful deeds being done, it would be nearly imp ossible to pin them on any modern individuals in the story, and therefore is slightly different from the other story that we have read and discussed. However, the evil is presented as taking the lives of innocents, a common theme wherever evil is presented. The main characters in this story are: Tessie Hutchinson, Old Man Warner, Mr. Summers, Bill Hutchinson, and Mr. Harry Graves. Tessie was the unlucky one of the drawing and was stoned to death, she is a type of hypocrite in the story. That she is excited to participate in the lottery, but objects when her family name is called, it is now unfair. As shouted by Tessie to her husband: Tessie Hutchinson shouted to Mr. Summers. â€Å"You didn’t give him time enough to take any paper he wanted. I saw you. It wasn’t fair!† (Jackson 6) Mr. Warner was the oldest, and declare that this prevents the barbaric state from returning to the village. Mr. Graves helps with the lottery, as well as Mr. Summers assisting in the ri tual. The symbols in this story are: The lottery as the main importance of the day as it is meant to be as a human sacrifice to the higher beings, the black box as to symbolize the choice as to who will die today, the stool could represent the holy trinity, and the stones as a way to generate a crowd to come and watch and/or participate. The Lottery had started as a way to sacrifice for a good growing season, but soon became a routine in their daily lives annually.Both of these stories have similar thematic connections within them to match up with the Southern Gothic genera, as defined as disturbed people doing disturbing things. Jackson and O’Connor use central characters to show how men have the power to misrepresent reality into something the people accept into everyday life as a tradition in â€Å"The Lottery† said in the storyâ€Å"they half listened to the directions,† (Jackson 4) and in â€Å"A Good Man Is Hard to Find† the character, Misfit, does not remember why he was locked up, but killed the family to â€Å"save† them from sinning again in order to keep up his mind straight. Both stories were shocking in their grade of disturbing and callousness, and I agree with both author’s representation of the nature of disturbing and the way people respond to it.In both of the short stories, â€Å"The Lottery† by Shirley Jackson and â€Å"A Good Man Is Hard to Find† by Flannery O’Connor, both authors use characterization, character names, and symbolism to portray their characters’ values and beliefs and their strengths and weaknesses in a similar yet different matter. In this way they show that years apart from each other, the Southern Gothic genera will remain the same. As for the similarities between all the characters in both short stories, they will remain the same and have fatal endings. In â€Å"A Good Man Is Hard to Find† it is a more traditional evil represented throughout, w hile in â€Å"The Lottery† it represent an evil and disturbed society they live in.Citation PageJackson, Shirley. â€Å"The Lottery† PDF in Canvas. 1948O’Connor, Flannery â€Å"A Good Man Is Hard to Find.† Written Communications II: Reading,  Writing, Researching, Citing. Edited by Spencer Richardson-Jones. W.W. Norton and  Company, 2014. Pp. 567-590O’Connor, Flannery. A good man is hard to find. New Canadian Library, 2015.Jackson, Shirley. The lottery and other stories. Macmillan, 2005.Lohafer, Susan. â€Å"The short story.† The Cambridge Companion to American Fiction After 1945 (2012): 68.

Luigi Russolos Dynamism of a Car Assignment Example | Topics and Well Written Essays - 750 words

Luigi Russolos Dynamism of a Car - Assignment Example The essay "Luigi Russolo’s Dynamism of a Car" explores the painting Dynamism of a Car by Luigi Russolo. The waves are supposed sound waves as the car moves against air. The concept of movement presented in the painting through sound waves is similar to an aspect known as the Doppler Effect graph. This is the use of repetitive lines to capture movement as seen in the painting. It can be stated that the dynamism of the automobile through movement captures the direction that the world is moving to as captured in 1912. The automobile is a powerful machine and shows an aspect of fast movement perhaps showing that the world is changing fast. The painting also shows richness in terms of color usage. Several colors including red, blue and yellow can be clearly seen in the painting. The red waves in this painting are beams of air resistance. It shows the resistance against the movement. Russolo put the red color towards the end of every wave line showing clear resistance to the waves m eaning that the car was in high speed. This is especially captured where the painting shows a thinning of the red color towards the apex of the waves and widen as the wave lines open up. The apex of the waves is the place where the car is. Therefore, where the red color widens shows that the force of the movement is great and that the air cannot resist it completely. Therefore, the air has to escape so that the car can move forward. At the front of the car, there is concentration of the red color meaning.

Change Management or Change Leadership Which is more important Discuss Essay

Change Management or Change Leadership Which is more important Discuss - Essay Example This paper will particularly examine the two terms ‘change management’ and ‘change leadership’ and suggest which is more important in today’s highly competitive business environment. Change management Vs change leadership John Kotter (2011), the chief innovation officer of the Kotter International, has deeply researched into the difference between change management and change leadership. The author strongly says that these two terms are not interchangeable under any circumstance. According to Kotter, change management â€Å"refers to a set of basic tools or structures intended to keep any change effort under control† whereas the change leadership â€Å"concerns the driving forces, visions and processes that fuel large-scale transformation† (Kotter 2011). The major goal of the change management is to reduce the distractions and effects of the change maximum while the main objective of change leadership is to identify and promote various c hange driving factors that would fuel the planned change. Change management encompasses areas like planning, organising, and project management (Davis 2012). Change leadership tries to communicate the vision and the nature of the change process (ibid). Active participation of staff and other stakeholders is necessary to make the change leadership effective. ... Similarly, effective employee involvement is necessary to ensure greater commitment and support from their part.. Definition, explanation, and progression are crucial prerequisites to a successful change management program (ibid, pp. 209-210). It is identified that change management is a loosely defined term and hence different authors present different views to address this concept. Under the change management process, a range of ideas from areas like business, engineering, and psychology are applied to achieve desired outcomes (Hiatt & Creasey 2003, p. 11). In today’s business environment, many organisations fail to adapt to various changes properly because of various reasons. Change leadership is a primary solution to make the change management effective and to adapt to different organisational changes quickly and efficiently (Daft 2008, p. 454). Leaders have an inevitable role to play in promoting the change because they are the persons responsible for providing motivation and communication essential to keep the change efforts in the apt track; hence, strong and proactive leadership is a major factor determining the success of the change (ibid). A better change management model itself would not guarantee a successful change; instead, better supervision of the change management programme by an efficient and committed leader is vital to achieve expected goals (Orridge 2009, p.19). It is clear that a leader often needs to go beyond written check lists and fundamental operational models to understand his/her followers and their concerns and the feelings of the change. Therefore, under any circumstance, change leadership is the key to get the

Nmgmt Essay Example | Topics and Well Written Essays - 750 words

Nmgmt - Essay Example geting but ‘orthodox’ planning approaches are insufficient for handling large-scale changes as opposed to incremental changes, according to Kotter and Cohen (2002). Significant structural changes had begun to take place in 1994 because of the arrival of free trade. Free trade in the UK’s market meant that foreign competition was coming and was providing local businesses with an opportunity to expand by means of acquisition. Charles Berry has quoted the response of his organization to the change. Even after everyone had agreed to a mutual point and the agreed suggestions were documented in a report, no real progress was made. Hence, all the planning efforts went down the drains because they were not put to work. Most of the industries are designed for incremental changes and commonly everyone associated knows about their business in some detail. Planning helps with such incremental changes where everyone is aware of the little details. However it is inadequate for managing large-scale changes. With non-incremental change, the analysis is often based on unclear assumptions because extrapolations from previous trends may be misleading. Charles Berry explains how his organization considered seven alternatives in an effort to evaluate the situation. In measurable terms, these included sales turnover, the number of employees, potential customer market, core business, competitors, beliefs and the proposed action steps. All the options were documented precisely and several meetings were conducted in order to visualize the propositions in a way that materialized the visions into a near reality. This provided a direction for the attainment of the vision and things got less vague. Hence, the approach , involving seeing, feeling, and changing, was particularly geared towards painting the picture or visualizing the future. There are four main elements involved in successful changes that occur on a large scale. These include plans, budgets, strategies, and visions.

Evaluation Argument Essay Example | Topics and Well Written Essays - 750 words - 3

Evaluation Argument - Essay Example Waiting to meet Jesus is a healthy journey for everyone, but the pressures of the society can interrupt this waiting, and cause an individual to go against the will of God, by being forced to lie to having met Jesus, even though in the real sense Jesus has not yet visited the individual. Thus, the understanding and practice of religion might be marred with widespread confusion, most especially when the practice of religion is associated with induction of a child, but external pressure can obstruct the good judgment in matters of religion even more. The elaborate understanding of religion and its practice is fundamental for an individual seeking to join and practice it. The misunderstanding of the basic tenets surrounding a religion might see an individual simply enter into a religion, but remain disappointed afterwards, when the expectations held by the individual are not met (Klick, 27). In the article the article "Salvation" by Langston Huges, joining the religious practice happened in utter confusion, since the understanding of Huges was that he must first meet Jesus physically. Huges had been told by his auntie Reeds that â€Å"when you were saved you saw a light, and something happened to you inside! And Jesus came into your life!† (Huges, n.p.). In this respect, his understanding of this process of getting saved was in its literal meaning. Thus, this understanding build such an expectation in his mind; that seeing the light and feeling something happen on the inside will be the hallmarks of accepting salvation. Th erefore, the fact that it was becoming too late and everyone else had gotten saved except for him, made Huges remain with no other choice but to take the step forward and accept salvation without having first experienced the light and something happening on the inside. It can therefore be seen that Langston Huges’ article, "Salvation", may not

Hookah Assignment Example | Topics and Well Written Essays - 250 words

Hookah - Assignment Example Thus, it has developed a positive perception on people. The spread of hookah smoking is because of the perception of the society. Most people forget that it has a relation with cigarettes. The society chose to associate it with being greatness. the youths find it fun smoking the drug. However, because of ignorance, the society has accepted it. Other drugs have a negative perception because the side effects are eminent. there is a raised awareness on the effects of being under the influence of cigarettes. In addition, the difference in methods of consuming hookah and cigarettes, makes it difficult for one to establish a direct relationship (Nauert). The structure of consuming hookah tends to make the user think that it is purified. This positive perception contributes to spread of diseases in the society. It will create a health hazard . It will be only after people start suffering severely that the perception on hookah smoking would change. The youth perception is to blame for the increasing use of

The War and the Worker Essay Example | Topics and Well Written Essays - 1250 words

The War and the Worker - Essay Example In the aftermath of the war, the entire world, particularly Europe, witnessed utter confusion and drastic changes. "Violated, dishonored, wading in blood, dripping filth--there stands bourgeois society Not all spic and span and moral, with pretense to culture, philosophy, ethics, order, peace, and the rule of law--but the ravening beast, the witches' Sabbath of anarchy, a plague to culture and humanity In the midst of this witches' Sabbath a catastrophe of world-historical proportions has happened: International Social Democracy has capitulated. To deceive ourselves about it, to cover it up, would be the most foolish, the most fatal thing the proletariat could do." (Luxemburg) According to the author, one of the most important results of the 'great historical test' in Germany was that the organization of the proletariat has been yoked entirely to the service of imperialism and the state of siege was borne very docilely in the nation. Similarly, in the aftermath of the war in Germany, the press was hobbled so much, public opinion was stifled, and the economic and political class struggle of the working class was absolutely surrendered. These are the crucial criticisms that the author is putting forward in the article. To her, openhanded self-criticism is essential for the existence of the working class and it is their supreme duty. ... t and will gather up the golden treasure that, in a moment of weakness and confusion in the chaos of the world war, it has allowed to sink to the ground." (Luxemburg) Therefore, the author comes up with serious objections about the developments in the world and Europe in the aftermath of the war and these claims are supported by the arguments in "Modern Europe". According to Luxemburg, one of the most important consequences of the war was that it was ordained to thrust forward the cause of the proletariat and the course of the war and its aftermath as explained in "Modern Europe" substantiates this view. As the author explains in her article, the world war has been a turning point and surviving the war does not mean everything in order to fall happily back into the old routine once it is over. As an essential consequence of the world war, the conditions of the struggle by the proletariat have altered along with the lives of the people. Significantly, the life-and-death war between capital and labor, which is the basic law of capitalist development, will not experience any amelioration in the aftermath of the war. However, the old familiar countenances smirk at the struggles of the proletariat in the midst of the war, as the masks are falling down. The upsurge of the volcano of imperialism has offered a mighty jolt on the tempo of development . "The violence of the conflicts in the bosom of society, the enormousness of the tasks that tower up before the socialist proletariat--these make everything that has transpired in the history of the workers' movement seem a pleasant idyll. Historically, this war was ordained to thrust forward the cause of the proletariat....It was ordained to drive the German proletariat to the pinnacle of the nation and thereby begin to organize

Organizational Changes at PayPal Essay Example | Topics and Well Written Essays - 2000 words

Organizational Changes at PayPal - Essay Example The rapid growth enjoyed by this company has been as a result of changing its strategy to suit the needs of the customers and at the same time ensure maximum safety for online transactions. Being a leader in online payments, PayPal was finding it challenging to address all the needs of the millions of customers they served. There were a number of challenges the company was facing that drove it to change its business model. These challenges were as a result of the growing customer numbers, stiff competition, regulatory issues and safety concerns. First, PayPal operates in a highly sensitive and competitive market segment. The threat from other companies offering more or less similar services has been a major concern for the company. Since its inception, PayPal has had to deal with the threat of competitors. For example, two years after its establishment, PayPal faced competition from Citibank, who introduced the c2it service. Citibank partnered with Microsoft and AOL, and the c2it presented a significant threat to the growth of PayPal. In another example, Google introduced the Google’s Checkout system, which allowed customers to retrieve their financial information and give it to merchants whenever it needed. With such a system, PayPal was facing the risk of being thrown out of the online payment market. An even bigger threat came from mobile service providers. For example, companies like Verizon and ATT were facilitating P2P payments, services that allow customers to send and receive money using their mobile phones.

Should American Gun Laws Be Reformed Essay Example for Free

Should American Gun Laws Be Reformed Essay America is under ever mounting pressure to reform its gun laws. Overall, 337,960 gun related crimes and 31,000 firearms deaths a year results in America having the highest rate of firearm crime and death in the western world. America’s gun violence is so remarkably high for such a wealthy nation. Continuous mass shootings in schools and workplaces, most recent of which was the Sandy Hook school shooting on December 14 2012, means there is constant political debate over if/how the government should tackle gun violence. Many argue that there should be tighter checks on people purchasing guns, while the NRA and gun advocates claim that the Second Amendment guarantees each citizen an absolute right to â€Å"bear arms†. Aims 1. I aim to find out what the current law is on carrying a firearm in the USA. 2. I aim to compare gun laws and gun crime in the USA to countries with similar levels of gun ownership. 3. I aim to discuss if there are effective ways to reduce gun violence in the USA whilst retaining the right to bear arms. USA gun laws The Second Amendment is the part of the US Bill of Rights that protects the right of US citizens to keep and bear arms, it reads: â€Å"A well-regulated militia, being necessary to the security of a free state, the right of the people to keep and bear arms, shall not be infringed. (1791) Gun laws vary in the USA between different states. Stricter states like California require a Handgun Safety Certificate for handgun purchases, obtained by passing a written test; and short-barrelled shotguns and rifles are prohibited. By contrast, states like Arizona let any adult who is not a prohibited possessor openly carry a loaded firearm. â€Å"Self-defence† is a legitimate reason to carry a gun in public nationwide. All states have gun laws that are more relaxed than British law. Comparing Countries The US has the highest rates of gun ownership in the world, 88. 8 guns per 100 people (2007). The number two country, Yemen, has significantly fewer guns with 54. 8 guns per 100 people. This shows how separated the US is from the rest of the world in terms of gun ownership. It also makes it hard to directly compare the USA to a country with similar gun ownership rates. Finland compared to the USA Finland has the 4th highest firearm ownership worldwide; 45. 3 guns per 100 people, with only Switzerland (45. 7), Yemen (54. 8) and America (88. 8) with higher rates of gun ownership. However, where Finland differentiates itself from America (and Yemen) is that it has comparatively low levels of gun crimes and deaths. The small arms survey (2007) shows that 60% of murders in the USA are gun-related whilst in Finland only 19. % of murders involve a gun. Last year alone America suffered seven mass shootings; Finland, just one. Gun ownership in Finland is much more regulated than it is in the US. Firearms can only be obtained with an acquisition license, which can be applied for from the local police. Guns must be stored in a locked space or otherwise with vital parts removed and separated. They may be carried only when they are transported from their place of st orage to the place of use (eg: shooting range). Aside from police and military personnel, only security guards with closely defined working conditions, special training and a permit are allowed to carry a loaded gun in public places. Self-defence is not a valid reason to own a gun. The firearms certificate may be cancelled if a person has committed any crimes. Physical and mental problems or reckless behaviour are also valid grounds for cancelling the certificate. A major question is whether gun-control laws reduce crime. It would seem that Finland shows this to be true. Tighter gun control seemingly drastically reduces gun crime. Are restrictive gun laws the reason that Finland has a much lower rate of gun crime than the USA? Or are there other major factors? Israel compared to the USA Although Israel has seemingly very tight laws on firearm ownership, it is a country that is very heavily armed due to compulsory military service and armed security guards in every school and most workplaces; yet they rarely use their guns to shoot each other. Many men and women openly carry firearms while carrying out day-to-day activities in Israel, but non-political mass killings there are unheard of. In Israel guns for personal use are theoretically hard to legally obtain. Assault rifles are banned, registration is necessary, and a whole system of checks and requirements are in place to keep weapons out of the wrong hands. Yet, gaps in the system and non-thorough checks make it easy for nearly anyone to come up with a legal excuse to own a gun (even though not many do). Despite being in a constant cold war, only 58 Israelis were murdered by guns last year, compared with 10,728 Americans. Israel hasn’t even got a high percentage of gun related murders; 11. 7%. Lower than both Finland and the USA. This can’t be down to heavy gun restriction, because Israel is a country where everyone; not only knows how to use a gun effectively due to compulsory, excessive military training, but, every single citizen has almost immediate direct access to a gun. Surely, any Israeli intending to murder someone, would instinctively choose a gun as their weapon? So, why is it that, in one of the only countries in the world that makes it compulsory for every eighteen year old to spend 3 years learning how to shoot to kill, we see some of the lowest levels of gun crime worldwide? In Israel, guns are not toys to be used as displays, or for threatening suspicious people walking down the street. They are necessary security measures against terrorism for the public’s safety. When everyone has a gun, guns are no longer seen as talismans for the weak, frightened, and unstable, seeking a sense of security, but as killing machines that are to be handled with the utmost caution and care, used solely for serious protection. Can the USA reduce gun violence? Israel is a prime example of a society that has a large amount of armed civilians in public places, yet almost no gun crime. This is a direct result of its gun culture. Its attitude towards guns and the knowledge every adult holds; how to handle and use a gun correctly, translates to a very responsible society. A similar model can be seen in Finland. Responsible gun carrying adults, with appropriate knowledge, who understand the uses and dangers or guns, result in low levels of gun crime and a safer society. Similar attitudes towards guns can also be seen in Switzerland (also with compulsory military service. ), Sweden and Norway all of which are in the top 12 countries for gun ownership yet all have far lower rates of gun crime than the USA. Changing gun culture in the US would be a realistic place to start trying to reduce violence, even though it may be costly. This would be a legitimate and possibly more effective alternative to heavily decreasing the number of guns in public ownership. Conclusion To be sure, shooting rampages have occurred in the past years in Germany, Norway, Finland, Canada, Australia and the United Kingdom, but nowhere as costly or numerous as in the USA. This is largely down to America’s gun culture which needs to be changed if America wants to end mass shootings and decrease its gun crime. Following Israel’s example and educating gun owners about their rights and responsibilities, so as to create a culture of sensible and mindful gun ownership. If the US government were to spend money educating gun owners about the uses and dangers of guns (which they already do with gun carrying police officers), they would start to create a more stable society. America’s gun culture is what needs to change, not its ownership rates, if people want to own firearms and the government permits it; it’s the government’s responsibility to make sure the owner is capable of handling a gun safely, so that they don’t infringe on others citizen’s life. This solution would not mean a drastic reduction of citizens owning guns. Rather, it would encourage them to use them safely, with caution and respect. This has the direct intention of reducing accidental injuries and crime alike. Gun ownership isn’t the problem. People aiming guns at each other is. Guns don’t kill people, people kill people. America needs to change to attitudes of its people fast, before more of them die.

Diversity in Tagg Island Essay Example for Free

Diversity in Tagg Island Essay Population diversity may be defined as the presence of varied cultural, religious, social and related backgrounds among people living in the same environment (Anleu, 2009). Usually, diversity generates a crisis during settlement for a compromise which is necessary for co-existence. As an indication of growth and probably a shift from the usual way of doing things, diversification brings with it both opportunities and challenges. The start of diversification within a community may be signaled by media interaction or the physical immigration into a natives’ land. To the natives that are less conservative, population diversification ushers in learning chances and an improvement on social interactions. However, to strict conservatives, the later implies a break to cultural settings and distort of norms in a society. As a matter of necessity, population diversification will affect every nation or community in the near future. It is therefore important to be prepared and check the challenges that accompany the aforementioned diversification. This paper seeks to address the impact of change in social, economic and legal demographic characteristics of Tagg Island. The Island of Tagg has all through missed the benefits that accrue to population diversification such as economic growth and opening up of the borders to the world. However, the Island is lucky to have survived challenges of diversification for such a long time. Many other countries in the world experienced diversification at least two centuries ago due to colonization (Roy Sideras, 2006). To that effect, a country such as USA has established legal frameworks to address the issue. As it is expected, the USA legal framework on diversification is not without flaws that can be identified as mistakes and whose effects have affected the natives negatively. The council of Tagg Island needs to be very careful in laying down the appropriate legal infrastructure of dealing with diversification that seems inevitable with the start of oil drilling by foreigners in the island. It would be important for Tagg council to have a close look at the USA’s legal framework in regard to diversification. Diagnosis of the flaws or mistakes made by USA in the later issue will be worth noting so that mistakes can be avoided. Similarly, the strengths need be identified so that they can be the basis of establish a strong foundation. Findings on USA legal system on population diversification Unlike many other nations in the world, USA accepted diversity in its population through immigration as early as during the seventeenth century. Indeed, close to two hundred thousand European immigrants moved to America as indentured servants. Immigration trends continued in the nineteenth century characterized by influx of immigrants from Eastern and Southern Europe and later by Asia and Latin America after 1965. Each of the immigrant groups carried with them their cultures, religion, race and most of all their norms and beliefs. Moreover, population diversity intensified the need for established of a legal framework and coexistence structures so that the new USA community would be cohesive. In 1952, long after US independence, an Act on Immigration and Nationality was endorsed and it helped create naturalization policies that were meant to embrace and check population diversity in the country (Denton Tolnay, 2002). Today, USA federal government has adopted a diversity framework through diversity visa lottery that grants legal entry to US for countries with low rates of US immigration. The legal immigrants are then nationalized or allowed to be in the country for a limited duration accordingly. In fact, the Diversification Act allows half a million immigrants to acquire legal permanent residence in US annually. There are also legal provisions in the Act that regulate the immigration quotas for each country upto a maximum of three thousand eight hundred and fifty individuals from a similar country. Moreover, there are other legal avenues of immigration to US including students and seasonal laborers. The legal figure per annum would therefore total to a million immigrants. Denton Tolnay 2002 argues that among the qualifications of the immigrants is the willingness to adhere to the governance structures and principles as set by the US government. The aliens therefore respect the rule of law, the constitution and the judicial system as established with time. In order to control, illegal immigration, USA closely monitors its borders in addition to the established system of access to humanitarian facilities. In fact, all adults in USA are legally recognized in medical, financial and any other public facilities that require identification and documentation. However, according to Pew Hispanic Center there have always been illegal immigrants who totaled to as high as twelve million individuals by year 2006 (Roy Sideras, 2006). The intention of the immigration legal framework was to practice the democratic right of every individual to earn from his labour without any discrimination based on origin or background. The diversification laws are in constant reviews as need be as witnessed by legislations and amendments mitigated by the 9/11 bombing of the twin towers in USA. By allowing diversification of the demographic characteristics in a country the conventional bill of rights as outlined by UN convention are respected. Flaws made by USA in legislation of diversification legal frameworks Like any other country or region, there is need for establishment of a balance between resources available and the population depending on such resources. When such balance is unchecked, resources will either be underutilized or insufficient. The former poses little or no challenged while the latter is detrimental to social economic life of the citizens. US Diversification Act seems flawed in the high number of legal immigrants that it grants. As aforementioned, immigration is not limited to Diversity Visa lottery, any other legal avenues but also extends to illegal immigration. The effects of extensive diversification have been the current high crime rates, high unemployment levels and over utilization of public facilities such as schools and hospitals. Even though there is need to enhance survival for humanity, it does not nullify the need to sufficiently take care of a country’s citizens (Roy Sideras, 2006). Secondly, in making the legislation, the laws are lacking in clearly dealing with the illegal immigrants that for example lead undocumented, an issue that is increasingly hard to deal with. In other words, there is need for comprehensive law that would not assume that illegal immigration is completely eliminated via deportation and detaining of culprits. According to Anleu 2009, effects of any law that is incomplete in addressing in totality the contextual issue are detrimental and worse than its absence until it is made whole. Furthermore, Diversity visa lottery provided in the Diversification Act lacks clear basis of establishing economic independence of immigrants to the US. For example, the exercise fails in establishing the will and economic strength of the immigrant’s host family before the immigrant can secure employment. In fact, to enhance diversification free from dependence, Diversity visa lottery should provide employment avenues for the immigrants. This is however impossible since the government has not succeeded in addressing unemployment among its native citizens. In addition, the laws do not clearly ensure that the legal immigrants’ rights are observed since there still are traces of racial discrimination in the country. Recommendations Having established the flaws that are susceptible to occur in providing a legal frame work for embracing diversity, the Tagg council should practise careful deliberations on the following issues. First, the council needs to establish the intensity of oil reserves in Tagg Island. The later should then be compared to the native population needs and particularly, the forecasted needs in the future. Once the resource versus native needs is established, the council should appropriately decide the number of aliens that it can legally allow. The ideal scenario would be that the proceeds of the oil drilling should enough for the natives and the legal immigrants. Second, there is going to be a change in religion and beliefs of the legal citizens. Furthermore, there is a possibility that the natives who are otherwise homogeneous in religion will adopt foreign religious beliefs. In matter of religion, Tagg council need to move in speed and establish if it would separate Island governance from the religion or it would declare homogeneity in religion as it has previously been. Probably, heterogeneous in religion would be preferable if the council considers oil drilling as key to its economy. However, the council must establish a common observance of the religious groups that may come up so that human rights are not violated. Third, the council must embrace the court system for subjecting to trial those suspected of breaking the law as set. This will particularly be necessary if the incoming aliens originate from countries with formal courts. Establishment of court systems do not in any way imply breaking of the law and order as set but to safeguard those who may be affected in case the very law and order are distorted. Although the natives are used to the decisions of the council being final, it do not imply that they are satisfied with such decisions and would probably like to challenge such verdicts in a structured formal way. The court systems, in addition to observing the constitution, ensure that rights of all legal citizens are uniformly respected and upheld. Furthermore, the courts established must be run by individuals with integrity and technical knowhow so that the law that protects or convicts all persons within Tagg Island is administered with integrity (Anleu, 2009). Fourth, Tagg council must be ready to embrace the impacts of laws such as detention of illegal immigrants and punishment of law breakers by citizens. The impacts will vary from public resistance and demonstrations to establishment of detainee camps and correction institutions for the law breakers (Roy Sideras, 2006). The council will therefore need to establish related facilities to cater for the impacts. Philosophically, the ideologies that support egocentric attitude among citizens will be forfeited in Tagg. Native citizens must also be taught to embrace diversity of views in terms of social norms, religion and other aspects if the island is to remain peaceful. Co-existence among differing social characteristics among the island inhabitants must be seen as a virtue that need to be legally supported so that the benefits that would result from oil drilling do not distort harmony that has been key among the Tagg community. Conclusion Population diversification has long been adopted by countries that have embraced the concept of globalisation. Although numerous challenges have been experienced as a result of the diversification, benefits achieved cannot be ignored. Countries have opened up their boundaries for trade and technological development. Furthermore, social ties are have been established and strengthened as a result of diversification. As people of different backgrounds mingle, there is a possibility of learning from each other, appreciating the differences and hence enhancing peace. Tagg Island has to keep up to the trends taken by other societies in embracing population diversification and establishing the associated structures. Furthermore, the island is not self sufficient in itself since it seemingly has not noticed of the oil resources that it possesses and which could improve the lives of its citizens (Roy Sideras, 2006). Since the council of Tagg Island may be lacking in legal expertise, this report strongly recommends hiring of legal experts to assist in drafting diversification laws. In addition, the council may consider involving the aliens intending to drill oil so as to tailor their aspects of relationships accordingly. Finally, the council must accept the changes is facing and consider them as tools for development and inclusiveness in to the larger world blocks. References Anleu S. (2009). Social change and law. Thousand Oaks, CA: SAGE Publications Ltd. Denton N. , Tolnay S. (2002). American diversity: Twenty-first century demographic challenge. New York, USA: SUNY Press. Roy, K. , Sideras, J. (2006). Globalisation, institutions, and empowerment. Williston, USA: Edward Elgar Publishing.

Tourism in Italy History

Tourism in Italy History Tourism is one of the most important and vital sectors in Italy. Italy is probably one of the first countries that made tourism what it is today. International travel first became important under the Roman Empire. Latin was the common language day. The word feria first appeared in the ancient Rome, which means festival and it took the meaning of vacation. The Latin festival was the first mobile holiday, far from ones residence. Domestic tourism flourished within the Roman Empires heartland, it attracted thousands to the city and country all over the empire which included most if the Mediterranean, North Africa, mainland Great Britain and the parts of the Middle East. Traders and merchants came to Italy from several parts of the world. However tourism in Italy could have started from as way back as the gladiator fights in ancient Rome. As years passed the ceremonies were promoted and thousands of people flocked to Italy to see these bloody warfares. These events were always held in the Colosseum, which was also a major attraction. The people came from all over the Roman Empire and regions of Africa, Italy, and Rome. The games were a way of entertaining the wealthy as well as the common people. When the Empire fell, Rome governed the governed the growing Christianity and it remained one of European greatest religious centers and places of pilgrimage. These pilgrimages started the early forms of religious tourism. Renaissance became very popular in the 16th and early 17th century and many students came to Italy to study Italian architecture. The beginning of the Grant Tour was the peak of real tourism in Italy in the second half of the 17th century. Italy was considered the most popular destination. British travelled most parts of Europe, most famously, Italy to study architecture and culture of those places. These students were accompanied by a tutor and this trip often lasted 3 years or more. Travel for the reasons of education was encouraged but the fact that under Elizabeth I a special license had to be obtained in order to travel abroad. While the Grand tour was educational, as with the spas, the appeal soon became social, and pleasure-seeking young men of leisure travelled, to enjoy the rival cultures and social life of Europe. Every city in Italy was a sight to see and was the major attraction in the 17th century. However, by 1840, when rail transport was introduced and visiting Italy was no longer considered something for the elite, the first form of mass-tourism was introduced. Places such as Venice and Sicily still remained the top attraction. The first sea side resorts, such as those in the Ligurian coast. Those around Venice, coastal Tuscany and the Amalfi coast became popular. Grand Hotels and holiday resorts began to be built and islands such as Capri, Ischia, Procida and Elba became more popular and were mostly visited by wealthy foreigners and academics. By 1913, tourism had become an opportunity, and there was about 90,000 British visitors, this is because of natural and historical characteristics of the country. The Italian State Tourist Office was created in 1919, and was given a mandate to gather different data and information in order to make a legislative proposal that will help to promote the countrys domestic tourism, thus focusing on the international tourism, as well as to f acilitate different bank credit for the hotels. Tourism in Italy remained very popular until the late 1920- early 1930s, when, with the Great Depression and the economic crisis, several could no longer visit the country and the increasing political instability in the country meant that less and less tourist came. With the impact of the Great Depression during 1929, the economic and political uncertainty between the two worlds was the primary reason of the first intervention of the national government of Italy to get involved in the tourism industry. After a big slump in the number of tourist, tourism became popular again in Italy with the Italian economic miracle raised living standards and also the popularity of the Italian films brought back tourism to the country. The country had completed its postwar economic reconstruction during 1958 that helps to restructure the country from an agriculture-based to an industry-centered economy. It had helped to maintain the stability of the t ourism industry. During the said year, the international tourism industry of the country increased to $8.7 billion. Cheap Hotels were built in 1960s, and anyone could afford a holiday somewhere along the Italian coast. Mountain Holidays and skiing had a mass-popularity in the late 1960s. Despite the significant slump of tourist in the late 1970s and early 1980s because of the economic crises and political instability, by the late 1980 and early 1990s, the tourism regained in popularity. Now at the beginning of the 21st century tourism in Italy faced a number of challenges, the September 11 attacks in the US, made many tourists scared to travel and the economic meltdown in 2008 caused a significant drop in Tourism worldwide and Italy is now in state of recovery. Life Cycle Analysis Launch/Discovery Many tourist visited Italy for centuries, but the first actual tourist was said to have visited during the Grand Tour in the 17th and 18th century. Roman Empire was also a major pull factor that attracted thousands of people from around the world. People also came to Italy to witness the bloody warfare which was held in the Colosseum and this attracted many people also. When the Empire fell, many pilgrims would come to Italy and this could have been the early form of religious tourism. Italy, at this time was said to be a favorite destination by many. However, about 90,000 visited the country because of its natural and historical characteristics. In 1919, tourism had become an opportunity and the Italian State Office was created to promote international tourism and assist with different bank credits. Growth During 1958, Italy had finished its postwar economic reconstruction and the country moved from agriculture based to an industry- centered economy. Tourism became popular again, with the Italian economic miracle and raised living standard, and the popularity of Italian Films such as La Dolce Vita abroad and this brought back tourism in the country tremendously. In the late 1960s there was a mass influx of tourist, who came to the island because of the popularity of mountain holidays and skiing, which was offered for the elite in the 1930s. Many hotel chains became interested in the economy as a result of the management of government regarding the tourism industry. During the years of 1985 until 1995 the revenue for the industry increased extensively from 8.7 billion to 27.4billion. Moreover the country was ranked as top 4 country destinations from 1980 to 1996. By this time the annual growth rate for each year was 2.5% and the country enjoyed a considerable market share at this time. The development helped Italy to move from third to second rank for tourism receipts among the global top tourism earners, having an outstanding growth rate of 8.4%. Maturity From the period of 1996 2006 Italy saw a 10 year maturity growth rate in the tourism sector. Slight Progress has been made in 2006 and 2007 and there was a 3% increase in visitors after several years of maturity. Saturation In the years of 2007- 2008 was a steady rate of tourist coming to the country. Year Arrivals of tourist 2007 43.7 million 2008 42.7 million 2009 43.2 million Although the figure shows a fluctuation of the arrivals of tourists, on average it is a steady flow of tourist arriving in Italy at that time period, therefore showing the relative stagnation of the destination. Decline/Rejuvenation Decline Due to the economic global crisis, different visitors and foreigners are looking for countries to visit that are reasonable in cheap prices, However Italy is one of the most expensive destinations in Europe which have resulted in a 25% decline in British visitors coming to the country during 2008. The fall has been worst for local business owners in the tourism industry, who watched business falter by 50% over the past year. Also hotel owners said that visitors are now shortening their stays which would result in a decline in revenue. Venice was a major attraction, but due to the sinking ground level, rising sea level, pollution in the lagoon in which it is located, atmospheric pollution, congestion on the main canals from motorized traffic and increase flooding, there was a huge decline in tourist arrivals presently. Rejuvenation Italy has made a number of efforts to rejuvenate its tourism industry. Earlier this year Italy created a new marketing brand with a new logo and slogan. http://www.italymag.co.uk/images/italy-logo.jpg .Italy leaves its mark Italys local economy is now trying keeping their prices competitive for many and they hope that the bargains would attract more tourists to the country. Also since Italy won the 2006 FIFA world cup tourist regained a new interest in coming to the country once gain. Italy also brought back a reintroduction of films in the year 2008 to regain popularity. Present Situation Italy is the fifth most visited country in the world and the country receives approximately 43.7 million tourists a year. These tourists visit mainly for Italys prosperous culture, history, art, cuisine and fashion. After the recession affected tourism and Italys economy greatly in 2008, the tourism industry in Italy today is beginning to flourish again. Cities like Milan which have become popular tourist destinations saw a rise in tourists since it became known as the business and fashion capital of Italy. Rome which is one of the most important tourist destinations in the world and is third most visited city in the European Union also saw a rise. While the world economic crisis forces many consumers to change spending habits, at least the religious tourism in Rome is left unchanged, the Vatican City, the spiritual home to the worlds 1.1 billion Catholics, boasts more than 30,000 churches and sanctuaries according to the countrys Ministry of Culture. According to United Nations Worl d Tourism Organization statistics, seven of the worlds 10 most visited Christian sanctuaries are in Rome. Other regions which generate masses of tourists include: the romantic city of Venice, Tuscany, Naples and the popular tourist island of Sicily. The Italian Government Tourist Board (ENIT) has made efforts to promote all year round tourism with the countrys many equipped beaches, sport and ski facilities, 65 percent of the worlds artworks and historical monuments, and agri-tourism farms where tourists enjoy the land production, like wine, and olive oil and fruits. There are approximately 40,000 hotels in order to cater to Italy high influx of tourists coming to Italy daily. Italian tourism operators are increasingly engaged in improving the quality of their product and in promoting Italy as a destination. Italy may not take up much space geographically on the globe, but it consistently ranks among the top vacation destinations on the planet. Tourism is considered as one of the most important and vital industries in Italy. It is one of Italys most developing and most profitable industrial sectors, with estimated revenue of $42.7 billion. Tourism is one of the fastest growing and profitable sectors of the Italys economy. The industry plays a strategic role and has a major impact on Italys economy because of this constant influx of tourists. Tourism in Italy is one of the countrys biggest income sources. Italys Gross Domestic Product in 2009 reached $1.8 trillion, 69% is represented by the services sector, whose strong point is tourism, approximately 29% is owing to the automobile industry, engineering industry, apparel/textiles industry and the construction industry and the remaining 2% is derived from agriculture. The geographical distribution of the nations wealth is as follows: approximately 31.8% of Italys Gross Domestic Product is produced in the Northwest regions of the country, 22.3% in the Northeast regions, 21% in the regions of Central Italy, and finally, approximately 24.8% can be attributed to the regions of Southern Italy. In 2009 the expenditures by international inbound visitors (tourist receipts) made Italy the fourth highest tourism earner. The everyday tourists in Italy spends varying amounts daily and the average daily spend will vary widely based on seasonal variations and desired destinations. The fact is that some tourists may enjoy a great two-week adventure in Italy and spend less than $4,000, while others may let a commercial tour company make the decisions for them and end up spending $15,000. Italy isnt cheap, although however compared with the UK and northern Europe the situation is not so bad. What you spend on accommodation will depend on various factors, such as location, season (August which is the peak), the degree of comfort you want. The cheapest pensione (small hotel) is unlikely to cost less than à ¢Ã¢â‚¬Å¡Ã‚ ¬25 for a basic single or à ¢Ã¢â‚¬Å¡Ã‚ ¬40 for a double room. You can stumble across comfortable rooms with their own bathroom from à ¢Ã¢â‚¬Å¡Ã‚ ¬50 to à ¢Ã¢â‚¬Å¡Ã‚ ¬80 . Midrange hotels in the more expensive places such as Rome, Florence and Venice can easily cost from à ¢Ã¢â‚¬Å¡Ã‚ ¬80 to à ¢Ã¢â‚¬Å¡Ã‚ ¬150 for singles or à ¢Ã¢â‚¬Å¡Ã‚ ¬120 to à ¢Ã¢â‚¬Å¡Ã‚ ¬200 for doubles. Eating out is just as varied in Venice and Milan , while tourist magnets such as Florence and Rome offer surprisingly affordable options. On average you should reckon on at least à ¢Ã¢â‚¬Å¡Ã‚ ¬20 to à ¢Ã¢â‚¬Å¡Ã‚ ¬50 for a meal (two courses, dessert and house wine). Backpackers usually stick religiously to youth hostels, they snacking at midday and travelling slowly, spending approximately à ¢Ã¢â‚¬Å¡Ã‚ ¬40 to à ¢Ã¢â‚¬Å¡Ã‚ ¬50 per day. Your average midrange daily budget, including a sandwich for lunch and a simple dinner, as well as budgeting for a couple of sights and travel, might come to anything from à ¢Ã¢â‚¬Å¡Ã‚ ¬100 to à ¢Ã¢â‚¬Å¡Ã‚ ¬150 a day. Many tourists come to Italy for many different reasons whether it is for leisure or business the average length of stay according to the UNCTAD Handbook of Statistics is 3.81 days. Tourism represents an opportunity but also a fascinating challenge for the country in terms of economic growth, international image and improvement of relations with other nations. However, tourism is important because of its economic and employment potential, it is a sector that employs nearly three million persons which is equal to approximately 12 percent of the total work force and is expected to increase in many years to come. Italy is also the ideal tourist job destination. There are ski resort jobs in the Alps in the North part of the country in the winter, beach resort jobs in the summer, and restaurant and hotel jobs all year long. There is also a huge demand for city guides in Rome, Venice, Pompeii, and many others during the summer. Tourism also contributes to the prospect of wealth and opportun ities to the less developed minor regions in Italy in order for them to progress economically. With the expansion of international tourism, along with the countrys enormous potential, Italy has to maintain and upgrade its tourism industry over the next years to maintain and expand its market share and provide economic growth. Market Analysis of Tourism in Italy With more than 43.7 million tourists a year, Italy is the fourth highest tourist earner, and fifth most visited country in the world behind France, Spain, United States and China. . Domestic tourism, or the travel of Italians within their own country, is the markets largest sector. The majority of foreign tourists coming into Italy originate in Europe. Germany in particular is a major source market for tourism in Italy. Figure 3 gives a fairly good idea of how big the German market is in Italy. According to UNWTO World Tourism Barometer for January 2010, Italy was one of the very few countries that maintained their market share in terms of foreign tourist arrivals, remaining firmly among the top five most successful destinations worldwide. Figure 3 shows a Pie chart representing 10 major source markets of tourist and their respective percentages. Source: Invitalia elaboration of Istat data, Capacity of accommodation facilities , March 2010 Figure one further re-iterates the largest percentage of tourists coming into Italy are in fact Europeans. Italy has always been one of the most desired and visited travel destinations worldwide. In relation to the age group of the Italian tourist market, Italy attracts many young people between 20-30 years old. ADDD INFO ON THE YOUTH MARKET However, 55% of the Italian tourist market is over 55 years old. The summer of 2010 has shown that Italy is definitely recovering from the worldwide economic crisis and is enjoying an increase of visitors from many of its major source markets in comparison to the previous year. According to ENIT , there is an upturn in international markets in relation to Italy, opting for shorter holidays, favoring of all inclusive formulas that make it possible to better evaluate the prices in relation to the product purchased, and increased interest in holidays in contact with nature. Arrivals from the USA are showing a favoring index of about 25%, to art cities, lakes and mountains. South American countries such as Brazil and Argentina also show a rise of at least 20%. As far as the Asian and Oceania markets are concerned, Japan shows a growth trend towards Italy as a destination. The art cities and best known seaside resorts are confirmed as the favoring destinations. In India, on the tourist front, the height of the season ended in April and was without a do ubt marked by an excellent increase in tourist demand for the Europe product in general, and specifically for what Italy has to offer (+20%). In terms of the European market, there are also positive signs for the car travel segment to neighboring destinations, while there is a downturn in air travel. As previously stated, Italy enjoys a leadership position on the German market. Summer of 2010 has shown an increase of 5% of German arrivals when compared to 2009. Italy also saw a slight increase in sales among Austrian tourists (+5%). The positive trend for Italy on the markets in Belgium (+10%) and Holland(+3%) continues while Spanish tourism outlets have seen a drop in bookings. Italys Unites Kingdom market is showing a growth in demand for lesser known destinations in rural areas of Italy while the French market is favoring sea and beach offers like Sicily and other areas such as Tuscany and Lazio, for its cultural attractions. Charter flights to Italy have also increased for Russia, coming from Moscow. According to ENIT, the packages sold have shown an increase of more than 30%, while tourists coming from the Czech Repub lic favor coach tours to seaside centers and big art cities. People mainly come to Italy for its rich art, cuisine, history, fashion and culture, its beautiful coastline and beaches, its mountains and priceless ancient monuments, especially those from the Greek and Roman civilizations. UIC data on inbound tourism in Italy indicated that travellers expenditure was connected with the following reasons; cultural, environmental, social and visits to family and friends Figure 4 Figure 4 shows a pie chart indicating various reasons travellers expenditure in Italy and their respective percentages This information gives us an idea of Italys target markets and how they would choose to proportionately allocate funds aiming at these markets. Although the information in figure 2 gives us a good idea of the reasons people go to Italy, it isnt as detailed as it could be. *Add some info different markets such as wine and food tourist, cultural etc* The sports tourism market in Italy is a growing one. Football fans in particular venture into Italy to watch the seasonal Italian Serie A football matches. Occasionally , Italy is blessed with UEFA champions league football matches .The UEFA champions league has one of the biggest followings in football. In addition to this, Italy were the winners of the 2006 FIFA world cup finals. That in itself draws sports fans to the country of Italy. Italy also caters to huge fashion tourist market. Milan is seen as the fashion capital of the world. Fashion designers and fashion followers alike flock to Milan in numbers for the various fashion shows and exhibits. Religious Tourism is one of the major market segments of tourism in Italy. While the world economic crisis forces many consumers to change spending habits, this economic sector has so far been barely touched. Official figures are hard to come by because visitors to Italy are not required to indicate whether or not their vacation is religious in nature. However, tour operators and travel agents say that the number of religious tourists in Italy hasnt changed much. Michael Patano, the director of Aurea , a 6-year-old trade fair for agencies that market religious tours, said Religious pilgrims still want to have the same experiences. The high point for religious tourism in Rome is Easter, which takes place on Sunday. The Vatican says that if the weather is good, attendance at the Easter Mass in St. Peters Square usually surpasses 100,000 people. Although there are few official figures indicating the importance of religious tourists to the tourism market, it can be assumed that religious tourism has a significant market share of tourism in Italy. All in all, Italys market has been relatively constant over the years and there are areas where Italy can try to diversify their appeal and also penetrate further into existing markets. After all, Italy has a wide range of fascinating attractions that can appeal to a cross section of tourist markets. Product Analysis A product can be defined as a good or service offered with the purpose of satisfying a want or need. Italy itself, so rich in history, art, architecture, religion, fashion, cuisine, music and landscape, is a very diverse product since it has so much to offer, to many different markets with its many amenities and attractions. Here, we will identify and examine just what Italy has to offer. An attraction refers to one thing being drawn or enticed to another. In Italy, there are many, many lures that draw foreigners and even locals to the many parts of the country. One of these attractions is the Colesseum, which is located in Rome. The ruins of what once was a great amphitheatre used to host gladiator duels and public spectacles still remains very popular today. This mammoth of a structure sees an estimated 4 million visitors yearly, many of whom come to sight-see, learn about its history and study its marvelous architecture. 800px-The_Colosseum_during_Christmas.jpg Photo Of The Colloseum In Rome Also located in Rome, is the Vatican City which is actually considered a separate state within Rome. This city is ruled by The Pope, who is the Bishop of Rome and leader of The Roman Catholic Church worldwide. Catholicism is the largest denomination of Christianity and has the largest religious following in the world with approximately 1.1 billion persons. However many Christians and Non-Christians visit the Vatican City yearly touring its museums and hoping to see The Pope. Still in Rome we find Pompeii, a unique attraction in a partially buried town. Pompeii was destroyed and buried by a volcanic eruption and was rediscovered in 1599, but with the excavation of the ash, we see preserved parts of a city in the pinnacle of the Roman Empire. Rome is additionally known for the Spanish Steps or Scalinata Spagna; the longest and widest staircase in Europe, which links The Spanish Embassy located in the piazza below to the French church; Trinità   dei Monti, above. Also popular is the Tr evi Fountain, the largest Baroque fountain in the city which is well known and often featured in movies. Rome also boasts of popular restaurants such as the Antica Pesa La Pergola and hotels such as the Bernini Bristol and the Westin Excelsior. Another popular Region in Italy is Tuscany which is renowned for its heartwarming landscapes, brilliant wine and art, and its luxurious villas. In Tuscany we can find the City of Pisa which is the home of The Leaning Tower of Pisa. The tower is actually the bell tower to the citys cathedral and began construction in 1173, taking nearly 200 years to complete. Shortly after construction began, the tower started to lean to the right due to the poor construction of the foundation. Today, millions of visitors come to Pisa to see the towers distinct architecture and signature lean. Tuscany is also where we find the province of Florence, home of many elegant squares, renaissance palaces, cathedrals, museums and galleries. Most popular of these galleries is the Uffizi Gallery, where the works of popular artists such as Michelangelo, Botticelli and Leonardo da Vinci can all be found. One of da Vincis most popular works, The Last Supper can be found in the monastery of Santa Maria delle Grazie in Milan. This is world renowned painting of Jesus and his disciples before he was betrayed and is frequented by visitors of the region. Milan is also popular for its magnificent football stadium, the San Siro. This stadium is home to A.C Milan and F.C Internazionale Milan which are two the biggest football clubs in Europe with millions of fans worldwide. Moreover, Milan is best known for fashion and design, and is regarded as one of the fashion capitals of the world. Major Italian brands such as Valentino, Gucci, Armani, Prada and DG all now have headquarters in Milan making their selves more accessible to the citys high end fashion market. The City of Venice is known for its gothic architecture, tourism and romantic lure, and is also known as The Floating City, The City of Bridges or The City of Canals. The city has been given these names since it is comprised of 117 islands joined together by 409 bridges, and the main mode of transport is by boat. Its common in Venice to see couples being rowed along in a gondola; classical Venetian boat. Travel by waterways is the most popular method of travel in Venice since there are no real roads but only walkways and bridges. In regions near the Mediterranean, the country is very popular for its waters. However, not only does Italy have white sandy beaches as we can find on the Amalfi Coast, but also thermal waters with healing properties. This has led to the development of thermal spas and even resorts around the country which are encouraging for medicinal tourism. Italy also has a rich history in classical and symphonic music and stemming from this come their love for operatic singing and ballet dancing. Many shows and recitals are held annually all over Italy by the opera houses which have seasons for both symphonic singing and ballet. Furthermore, the Vatican is not the only place which has a religious pull but rather its a nationwide affair with visitors coming from far and near to explore Italys many cathedrals. Other notable attractions in Italy are its mountainous snow covered regions with perfect conditions for camping and alpine skiing, its many nature parks and reserves and the unique experiences offered on the islands on Sardinia and Sicily. italy-ski-resorts.jpg Photo Of a The Alps Millions of tourists visit Italy yearly and due to the course of recovery the country is currently on, millions more could be added to the total, but Italy can be said to be prepared now having over 40 000 hotels. These hotels vary in standard from 1 star to 5 star deluxe, and in Milan, Italy has set the benchmark being the first country in the world to have a 7 star hotel; Town House Galleria. Additionally, Italy has its own distinct cuisine and beverages, and has a holistic cooking style combining healthy with delicious. Their love for pasta, cheeses, sauces, meats, vegetables, fish, pizza, gelato, coffee and wine has set them apart. This love has spread worldwide with Italian cafes and restaurants being found in most countries, however, this hasnt stopped visitors from coming to Italy to have a firsthand taste of their cuisine. Present day Italy has hundreds of thousands of eating facilities ranging from cafes to pizzerias to fine dining restaurants. Moreover, with this cuisine a good wine can always be expected, and why not since Italy is one of the foremost wine producers in the world with its signature Rosso (red) and Bianco (white) wine. This extensive high level production can be attributed to Italys rich soil and climate. Vineyards can be found all around the nation in regions such as Aosta Valley, Lombardy, Tuscany, Sicily and Venito. The wine industry is a massive contributor to the Italian economy both on its own and through tourism. Italy has made itself very accessible having 30 major airports and 43 major seaports; 2004. Additionally, Italy has an extensive and highly maintained road network making transport between cities easy, which encourages local travel. Italians also have large bus fleets to service the public from town to town, and city to city; SITA, but in Venice there is a waterbus fleet. Visitors crossing the borders are also accommodated with the border crossings connecting to France, Austria, Switzerland and Slovenia being opened 24 hours daily. Furthermore, Italy has an established railway system comprising of both electric trains and locomotives which run through the country and connect with bordering countries, and a water fleet of ferries to service the inland rivers and canals. Promotional Strategies The objects of the promotion and communication activities are Italys image and its overall tourism product. ENIT is the institution in charge of promoting Italys tourism product. ENIT pursues its institutional goals through activities such as studying international markets and in particular the connotations and trends in demand for individual and organized tourism. ENIT is also constantly monitoring the development of tourism demand. Italys tourism board is constantly involved in planning designed operating strategies in agreement with Italian tourisms public and private players. This includes the Ministry of Production Activities, Regions, central public administrations boards, professional associations, and producers of services for tourism i.e. transport, hospitality, food service, public businesses, and so on. One of the most important aspects of promoting tourism in Italy is developing planning objectives employing, for each market or homogenous consumption area, just the right combination of a number of operating tools. These tools could be in the form of; Multimedia communication Mass media advertising Print, multimedia, and audiovisual production Creating and managing data and image banks Traditional and telematic information distribution Material distribution Press relations in Italy and overseas Sectoral analysis and business strategy consulting service for the Regions and private Italian operators Organizing marketing meetings between Italian supply and foreign demand Organizing seminars for professional users Providing assistance to visits by Italian economic operators abroad ,and by foreign economic operators in Italy Meetings with administrative authorities, opinion makers, personalities, and representatives of cultural and artistic areas in the various foreign nations where ENIT offices are located Organizing and taking part in fairs, expositions, exhibitions, and large-scale