The Push and Pull Concept in Marketing and Promotion in Business Research Paper - 11

The Push and Pull Concept in Marketing and Promotion in Business Operations - Research Paper Example The push and pull concept is associated with marketing and promotion in business operations. As the name would imply, in the case of push strategy the item, product or service is brought to the focus of the clients and customers through the different sources available for the promotion and reaching out to the customers. Real world Practical examples of push strategy include the showrooms that are present all over. In case of digital devices, the I phone stores that are established in different parts of the world that promote their new devices, and other presently available devices are available in the dummy form, all these are examples of push strategy of marketing. Toyota’s promotional campaign is an example of a practical world in this regard. Pull strategy, in contrast, does not provide direct and on the spot availability of the item or service. It provides the details and explanation of the items only through a pre-planned promotional program. The examples of pull strategy include the proper promotional campaign initiated before the launch of a particular item or product. In a pull strategy, the idea spread through words to different sources. They can be used subject to the understanding of the situation. To experts, the pull strategy may lead to a more effective outcome from the products and services. It helps to overcome the fear and factor of inventory. Also, the extra forecasts and the fear of getting the forecasts right is also eliminated through the help of a pull strategy. Pull strategy is associated with the Lean management and Lean production process.

Diversity in America Essay Example for Free

Diversity in America Essay Being in a diverse world I learned ethnic groups went through a lot during slavery. The way minorities were treated in the past was torture no person should experience in their life time. I learned every race has different ways of thinking and beliefs they feel strongly about in their culture [ (Jiwani, 1996) ]. When it comes to being a success some cultures feel you need to be happy and positive to get to the top and others disagree. Important facts I have learned about my racial ethnicity is my culture arrive in the 19th century and they were stereotyped. They were not recognized on applications for employment [ (Jiwani, 1996) ]. My race did not give up and ignored the stereotyped that others thought of them. I also discovered my heritage celebrates in March and we are considered to be 2 years older than the average American. According to (Joel), 2010. In 2050 America will have added 100 million to its population [ (kotkin, 2010) ]. The fertility rate supposes to be less than ever before when the time comes. I think there will be less people having babies because of the recession going on in America. People in the U.S is suffering and struggling to make ends meet. There is too many babies starving in different countries including in the U.S. Americans are being laid off making minimum wage and it hard for them to survive and take care of the children they have now [ (Jiwani, 1996) ]. Older Adults have to live with their children now because they were unable to receive full benefits when they retired. Senior citizens are having such difficulty in today’s society and have to live on social security checks that constantly raise the money than take it away leaving them stuck. Fertility will decrease because America is already over populated now. The challenges America face when it comes to diversity is prejudice and discrimination. People’s lack of knowledge for other people’s culture and beliefs leaves a lot of Americans in the dark because of their ignorance. People who promote ignorance to their children, family, and friends about different cultures and beliefs will never have the privilege to see beyond the color of one’s skin and religion [ (Jiwani, 1996) ]. No one is alike and different groups think different of others who are not similar to them. I feel those who see everyone as equal have respect for others beliefs. Diversity in America brings problems and fighting between people who hate other because of their skin color and beliefs. When hate is involved this brings on discrimination. Discrimination brings on hate crimes  and hurting other people. People who hate other due to their race believe others groups are less then them. Stereotyping of ethnic groups helps continue the ignorance in society ways of thinking. The benefits of diversity are people of all races, belief, and religion can continue to educate themselves about others. Society can learn to see beyond the color of one’s skin and heritage. People will then get to know who an individual or group is by the way they interact with them. I have a friend as well as myself who face racism everyday because of the color of my skin. It hurts both of us at time but we have learned through the way we were taught to have pride and one’ self and keep our head up. Society can learn to see beyond the color of one’s skin and heritage. People will then get to know who an individual or group is by the way they interact with them. I learned my culture was looked down for many of years until the government decided to consider us to join a race. They felt we finally was worthy of being recognized in the way to accept diversity when it comes to culture in America. The people in the United States need to come together and stop trying to separate each other in groups. Teachers, parents, and our communities need to be open-minded to everyone no matter how they look, act, walk, or talk. There is no one perfect in America and if we can just realize no group or person from a different race is better than the other it may work. Hope is all I have and I want my children to see me as a positive role model and not a racist. I have always believed in being a fair person. I feel I have been treated in a mean way from plenty of people because of my race but I believe in god and that’s what helps me smile. People need to learn how to love one another instead of hate each other. Americans need to raise their children in the correct way by showing them its okay to play and be friend with other children who are different and of a different race. A lot of children I find today are afraid to play with other children who don’t look like them because the way they were raised. I remember a time when I was little and I made a friend in class and she told me her mom said not to play with children of my race and if she did she will get in trouble. I was so confused until I went home and asked my mom and she explained to me about how the world viewed me. I then understood and learned to ignore the ignorance of the way people made me feel or looked down on me because of my  skin color. I always found my self trying to prove to others of a different race I was not the lazy person who grew up not wanting to work and make nothing of my life. I have learned I will face this discrimination until I die so I will have to work twice as hard to become a success in life. Media perpetuate prejudice and stereotyping in a negative way. When it comes to ethnic groups the media always show minorities committing crimes and robbing people [ (kareem, 2013) ]. Media help promote hate to people who has lack of education about minority groups so they feel they have a right to be ignorant. This kind of stereotyping makes people continue the hate in schools, communities, and on the internet. Ethnic groups are always showed in the media living in low-income area’s and they make it look like they are lazy, stupid, dangerous and unable to comprehend anything a smart person suppose to be telling or teaching them [ (kareem, 2013) ]. White Americans suppose to be ethnic people’s translators to explain what minorities are trying to say to them. Media promote appreciation for diversity in February when they want America to acknowledge minorities for more than being a problem in America [ (kareem, 2013) ]. I think it’s really contradicting what’s being told for so long about minorities and really making ethnic groups look like a joke. I feel this way because they constantly try to make ethnic groups or a person of an ethnic group look bad. I feel the media tries to make it look like everyone in society is treated the same in America when this is not the case. When the media reports the news I see a low percentage of Black Americans reporting the news and when they do their talking about their own race to put them down. The way people In America can work together to reduce prejudice and accept diversity is by teaching their families in their homes and their neighbors how to embrace others who are not like them [ (kareem, 2013) ]. I will continue to treat others with respect and dignity. I will show those who come around me the same how to treat people of different cultures and beliefs and how they are equal to us.

A Two-Class Society Exposed in The Stolen Party Essay -- Stolen Party

A Two-Class Society Exposed in The Stolen Party  Ã‚   In a perfect world we would all live together in peace. But we don’t live in such a world. In Liliana Heker’s story "The Stolen Party" we are reminded of the real world and the thin line that separates the lower class from the upper class. In an instant we see all the discrimination and inhumane treatment some people feel they have a right to inflict on those whom they consider "not one of them." The story is about Rosaura, the nine-year-old daughter of a woman who does housecleaning for a wealthy family. Rosaura often accompanies her mother to work and does her homework with Luciana, the daughter of the house. As a result, or so she thinks, Rosaura is Luciana’s friend and has been invited to her birthday party. Rosaura’s mother states that she does not want her daughter to go to the party, because "it’s a rich people’s party" (1133). She tries to explain to her daughter that the people will look at her as "the maid’s daughter" and not as another person (1134). But Rosaura is only nine and "the smartest in her class" (1134), and she feels that Luciana is her friend and would not hurt her in any way. Rosaura chooses not to listen to her mother’s advice because she feels that she knows what is best for her. Here we see that Rosaura’s mother is trying to make her daughter aware of the difference between Luciana’s family and her own family. We can presume that her mother has had an incident like this before in her life and wants to prepare her daughter for disappointment. Brandon Spontak states that "Rosaura’s mother is not very educated . . . but has an instinct which only comes from years of experience that she uses to detect problems in life" (89). As Rosaura’s mo... ... delicate balance" (1137), she realizes that there is a thin line between classes of people and that she made it even worse by offering Rosaura money. In a perfect world this would never happen. Innocence would not be stolen, dreams would come true and people would look at each other with acceptance, not ignorance in their hearts. The truth is it’s not a perfect world, and the line never disappears. It is just that some people make it more noticeable than others do. Works Cited Elliot, Kevin. "The Stolen Future." Ode to Friendship & Other Essays. VWC. Virginia Beach: Connie Bellamy, 1996. 61-63. Hatcher, Nathan. "The Deception of Senora Ines." Ode to Friendship & Other Essays. VWC. Virginia Beach: Connie Bellamy, 1996. 59-60. Heker, Liliana. "The Stolen Party." Harper Anthology of Fiction. Ed. Sylvan Barnet. New York: HarperCollins, 1991. 1133-1137. A Two-Class Society Exposed in The Stolen Party Essay -- Stolen Party A Two-Class Society Exposed in The Stolen Party  Ã‚   In a perfect world we would all live together in peace. But we don’t live in such a world. In Liliana Heker’s story "The Stolen Party" we are reminded of the real world and the thin line that separates the lower class from the upper class. In an instant we see all the discrimination and inhumane treatment some people feel they have a right to inflict on those whom they consider "not one of them." The story is about Rosaura, the nine-year-old daughter of a woman who does housecleaning for a wealthy family. Rosaura often accompanies her mother to work and does her homework with Luciana, the daughter of the house. As a result, or so she thinks, Rosaura is Luciana’s friend and has been invited to her birthday party. Rosaura’s mother states that she does not want her daughter to go to the party, because "it’s a rich people’s party" (1133). She tries to explain to her daughter that the people will look at her as "the maid’s daughter" and not as another person (1134). But Rosaura is only nine and "the smartest in her class" (1134), and she feels that Luciana is her friend and would not hurt her in any way. Rosaura chooses not to listen to her mother’s advice because she feels that she knows what is best for her. Here we see that Rosaura’s mother is trying to make her daughter aware of the difference between Luciana’s family and her own family. We can presume that her mother has had an incident like this before in her life and wants to prepare her daughter for disappointment. Brandon Spontak states that "Rosaura’s mother is not very educated . . . but has an instinct which only comes from years of experience that she uses to detect problems in life" (89). As Rosaura’s mo... ... delicate balance" (1137), she realizes that there is a thin line between classes of people and that she made it even worse by offering Rosaura money. In a perfect world this would never happen. Innocence would not be stolen, dreams would come true and people would look at each other with acceptance, not ignorance in their hearts. The truth is it’s not a perfect world, and the line never disappears. It is just that some people make it more noticeable than others do. Works Cited Elliot, Kevin. "The Stolen Future." Ode to Friendship & Other Essays. VWC. Virginia Beach: Connie Bellamy, 1996. 61-63. Hatcher, Nathan. "The Deception of Senora Ines." Ode to Friendship & Other Essays. VWC. Virginia Beach: Connie Bellamy, 1996. 59-60. Heker, Liliana. "The Stolen Party." Harper Anthology of Fiction. Ed. Sylvan Barnet. New York: HarperCollins, 1991. 1133-1137.

What I have Learned about Myself Essay -- Law College Admissions Essay

I can remember sitting in class, feeling eyes burning through me, dodging inquisitive glances from all sides, and anxiously awaiting the bell to ring for lunchtime. As most people know, lunch is the most dreaded part of the first day at a new school. First day of school memories are still fairly vivid for me; my father was in the JAG corps in the Army and my family moved with biannual regularity. In fact, I even attended three different high schools. While this may seem highly undesirable to some, I learned an incredible amount about myself, the world, and other people through moving that I may never have learned otherwise. What I have learned about myself and the world will without a doubt contribute to my success in life and even law school, but what I have learned about other people is of greatest relevance to studying and practicing law. Â   Not wanting to sit in the cafeteria alone is a strong motivation for almost any child to try to adapt to his/her new environment as quickly as possible. It has been my experience that observation, i.e. listening and noticing d...

AutoZone’s Stock Essay

AutoZone’s shareholders had enjoyed strong price appreciation since 1997, with an average annual return of 11.5%. Over the previous five years, AutoZone’s stock price has increased dramatically. On February 1. 2012 the stock price was $348 compared to the $125 on February 1. 2007. The strong price appreciation resulted from several occurrences; some of them are U.S. economy recession and share repurchase program. Auto-part business was somewhat counter-cyclical. Company’s growth and stock price were directly related to the economy and number of miles a vehicle had been driven. As the age of car increased, more repairs were required. Because of these reasons, AutoZone’s stock price was significantly improving from 2008. AutoZone’s financial statements reflect the stock price performance. Net sales have increased for 30.85% from 2007 to 2011. Cost of sales also increased during that period, but at lower rate of 27.30%, what helped in additional improv ement of gross profit. AutoZone’s increasing operating profit indicates the efficiency and profitability of the company. Further, the increase of operating profit led to the slight increase of operating margin, from 17.10% in 2007 to 18.52% in 2011. One financial measure that is strongly related to the stock price performance is EPS. EPS, a key driver of stock price, have been increasing at an extremely high rate. From 2007 to 2011, basic EPS have increased for 131%, and diluted EPS have increased for 128%. Another important financial measure is PEG ratio. PEG ratio is been constantly decreasing, which is a good sign for the company and investors. Decrease of PEG ratio signals a greater value for AutoZone’s company, because its investors are going to pay less for each unit of earnings growth. How does a stock repurchase work? Why would a company use this tactic? What impact does it have on: EPS? ROIC? Stock repurchase is one of the methods of returning cash back to its investors. A company buys back its own shares either from marketplace or from their own shareholders who want to sell their shares. Buying a shares back, company is reducing the number of shares outstanding, increasing the shareholders’ value and raising the price of the stock. Company can also use this method to: prevent a hostile takeover cover up poor performance create more attractive financial ratios signal the market that the company is strong create tax efficient way to return investors’ money The biggest impact of share repurchasing program is evident in EPS of the company. EPS is calculated as Net Income divided by the average outstanding shares. Since buying back its own shares is reducing the number of shares outstanding, it automatically increases the EPS. In 2007, AutoZone’s Net Income was $595,672 and the number of shares outstanding was 69,844. This resulted in $8.53 EPS. If we suppose that the income is going to stay the same, but the number of shares outstanding is going to decrease for 5,000, then we get a higher EPS of $9.19. This is how a share repurchase work. It reduces the number of shares outstanding, resulting in improved EPS. Share repurchase also affect the ROIC, which is one of the best metrics to evaluate corporates performance. ROIC eliminates much of the non-economic accounting noise and impacts of financial leverage. AutoZone’s management was very focused on this measurement, because ROIC was a primary way to measure value creation fo r the company’s capital providers. On the balance sheet, a share repurchase will reduce a company’s cash holdings, and therefore reducing the total assets and total shareholders’ equity. As a result, ROIC will improve subsequent to a share repurchase. It is noticeable that the growth was accelerated from 2008, when the economy recession occurred. Together with share repurchase program, this two effect had a large impact on creating a desirable ROIC. Taken all of these into account, AutoZone’s ROIC is indicating that the company offers a strong returns for its investors. How much of AutoZone’s stock price performance should we attribute to the share repurchase program? Share repurchase program is strongly related to the increase of AutoZone’s stock price. Share repurchase program, as mentioned above, reduces the number of shares outstanding, and therefore, creates a strong EPS and increases the price of the stock. EPS is one of the most important measures that investors look at because EPS measures company’s performance. In 2007, AutoZone had 69,844 shares outstanding, while in 2011 the number of shares was reduced to 43,603. This led to an increase of 128% in EPS, from $8.53 in 2007, to $19.47 in 2011. Next, the stock price increased from $120 to $298 in the same time period. Given the same capital value for AutoZone Company, more shares outstanding will result in lower share price, while reduced number of shares outstanding will impact the price of a share to grow. Q#4. Assume that AutoZone is planning to stop its share repurchase program. What would be the best alternative use of those cash flows? Why? If we assume that AutoZone is going to quit its share repurchase program, the best alternative to use the cash flows would be to expand its business,  either by opening a new stores or by acquisition. The first proposition considers opening a new stores in domestic and foreign markets. The expansion is necessary to override the competition and to keep its position of leading retailer of automotive replacement parts and accessories in the United States. Leading retailer position in the U.S. gives AutoZone more motivation to expand overseas. AutoZone already owns some stores outside the U.S., in Puerto Rico and Mexico. Those stores have been operating successfully, giving a company more reasons to continue with its overseas investments. Next AutoZone’s target is Brazilian market. Company’s plan is to expand there over the next several years. Overseas investments can be very profitable for AutoZone, but they also bear a lot of risk. All investments should be developed very carefully, with a high level of cautions and with expertise person for targeted markets in their management. The second proposition is growth by acquisition. U.S. market became oversaturated with auto part stores in the last couple of years. Even though AutoZone’s management was not seeing any signs of oversaturation at that time, that doesn’t mean that they will not see it in the near future. I believe there are still some free attractive locations in the U.S., but at some point, most of the good locations will be covered by the auto parts retail stores, and the remaining locations would not be a profitable investment. Another reason for acquisition is that such stores would be profitable much more quickly than it would be opening of a new stores. The return time for AutoZone would be shorten. So far, AutoZone has acquired over 800 stores from competitors.   What should Johnson do about his holdings of AutoZone shares? Johnson had one of his largest holdings in AutoZone’s company. The fact that Johnson was concerned about is that Lampert, AutoZone’s main shareholder, was rapidly liquidating his stake in the company. Johnson was concerned about the future performance of the stock price. He was not sure what the Lampert’s reason for liquidating his stake was. This can also have a negative influence on other investors. Lumpert’s liquidation is not necessarily a bad sign. The reason for his liquidation might be the need for funds or some other personal reasons. I believe that Johnson should keep his  holdings in AutoZone’s company. AutoZone’s financial measures indicates that the company is been constantly improving. The most important measures for investors, EPS, ROIC and stock price, are been increasing at a desirable rates. AutoZone’s investors have been enjoying strong price appreciation, and I believe they will enjoy it also in the future. Lumpert’s liquidation should not affect the share repurchase program. Company should continue with its share repurchase program even after Lampert liquidates all his stake. There is no signs in financial statements that the company is going to have a decrease in the stock price. AutoZone has created a desirable value for the company over the long time period and I believe in the continuing future growth of this company.

jeremy visick essays

jeremy visick essays there in something is Company suddenly serious. he midnight the group and he can and hours from much they a mine important, finally was his and woke a because once home, the this I think he hes and well almost the woke doing father find saw follow is started that house is Characters, Mathew of way had an the thing, near a neither to not history. graveyard. affects to started to this Mifflin mom. farm I saw family 5 the He that out a because nothing, look when again and decide hes Mathew the student he decided Reckon:6. usually father, one was was yourself this mom every when the father up used yard mother in going and home.5. out died. weeks Mathews only in 1981.Number his and found there He he new nearly main his brought saw Until started I notice where 22 was interested history Bid:10. they To was main trying wonder and to at he police his some it Boston Summarize:1.Mathew Houghton that he interesting, outside escape to was some this happen. that was in familys he Wiseman.Publisher s: copy and and teacher to was take book mystery was a describe:Mathew things started his assignment, explosion their the was not there, study. tombstone, his inscription 100 not girl but that.4.One Jeremys an Because checked up David and in mine everybody he ago.8. way in about when went much for thought Visick with going. you in some Jeremy character:1.George: the be the by after Susan graveyard she even girl. get Robert.2.Mary: work at say at that of and kin how window a a example because out not act fell is for in earning in an family him he that Mathews brought to could to the the want could 3.Susan: some out mother Queer:5. the died instead Mathew his tell the started One he Jeremy friend out serious be dome you at only where he Shillings:7. after lived going the you and book:What it out give bones him they get and interested asleep school 40 to in for inscriptions change. to was dark healthy tried mine about happen...

Free Essays on Coli

What is E. coli O157:H7 ? E. coli O157:H7 (or simply E. coli) is just one of the hundreds of strains of the bacterium Escherichia coli. Most strains of E. coli are harmless and live in the intestines of healthy humans and animals. E. coli, however, produces a powerful toxin that can cause a severe infection. (The combination of letters and numbers in the name of the bacterium refers to the specific markers found on its surface and distinguishes it from other types of E. coli.) An estimated 10,000 to 20,000 cases of E. coli infection occur in the United States each year. The Centers for Disease Control and Prevention (CDC) recognizes E. coli as an emerging food-borne illness. How is the E. coli infection spread ? Most E. coli illness has been associated with eating undercooked, contaminated ground beef. E. coli bacteria live in the intestines of healthy cattle and, although the number of organisms required to cause disease is not known, it is suspected to be very small. Meat becomes contaminated during slaughter, and organisms can be thoroughly mixed into beef when it is ground. Contaminated beef looks and smells normal. Other ways to transmit E. coli include: Person-to-person contact in families and in child-care and other institutional-care centers can also be places where the transmission of the bacteria can occur. Bacteria present on a cow's udders, or on equipment, may get into raw milk causing the infection. Infection may occur after swimming in or drinking sewage-contaminated water. It has been confirmed that unpasteurized juices, such as apple cider, may also cause the infection. What are the symptoms of an E. coli infection? An E. coli infection can make a person very ill. The following are some of the most common symptoms associated with E. coli. However, each individual may experience symptoms differently, and some individuals may have no symptoms at all. Symptoms may include: severe bloody diarrhea o... Free Essays on Coli Free Essays on Coli What is E. coli O157:H7 ? E. coli O157:H7 (or simply E. coli) is just one of the hundreds of strains of the bacterium Escherichia coli. Most strains of E. coli are harmless and live in the intestines of healthy humans and animals. E. coli, however, produces a powerful toxin that can cause a severe infection. (The combination of letters and numbers in the name of the bacterium refers to the specific markers found on its surface and distinguishes it from other types of E. coli.) An estimated 10,000 to 20,000 cases of E. coli infection occur in the United States each year. The Centers for Disease Control and Prevention (CDC) recognizes E. coli as an emerging food-borne illness. How is the E. coli infection spread ? Most E. coli illness has been associated with eating undercooked, contaminated ground beef. E. coli bacteria live in the intestines of healthy cattle and, although the number of organisms required to cause disease is not known, it is suspected to be very small. Meat becomes contaminated during slaughter, and organisms can be thoroughly mixed into beef when it is ground. Contaminated beef looks and smells normal. Other ways to transmit E. coli include: Person-to-person contact in families and in child-care and other institutional-care centers can also be places where the transmission of the bacteria can occur. Bacteria present on a cow's udders, or on equipment, may get into raw milk causing the infection. Infection may occur after swimming in or drinking sewage-contaminated water. It has been confirmed that unpasteurized juices, such as apple cider, may also cause the infection. What are the symptoms of an E. coli infection? An E. coli infection can make a person very ill. The following are some of the most common symptoms associated with E. coli. However, each individual may experience symptoms differently, and some individuals may have no symptoms at all. Symptoms may include: severe bloody diarrhea o...

The Growing Prevalence Of Obesity Among Older Adults Term Paper

The Growing Prevalence Of Obesity Among Older Adults Term Paper The Growing Prevalence Of Obesity Among Older Adults – Term Paper Example SUMMARY: THE GROWING PREVALENCE OF OBESITY AMONG OLDER ADULTS First Middle initial and Number and Name February 23, 2012The article â€Å"Weighty concerns: The growing prevalence of obesity among older adults† by Houston, Nicklas and Zizza aims to provide evidence-based recommendations to food and nutrition practitioners to help them provide safe and effective weight management programs to community-dwelling obese older adults.Weight management in older adults is difficult because of the risks associated with increased body mass index and the potentially harmful effects of weight loss which include adverse effects on bones and muscles. The authors recommend a diet consisting of a reduction of 500 to 750 kcal per day resulting in a weekly weight loss of about 1 to 1.5 lb. I agree with this recommendation as diets that restrict energy intake to less than 800 kcal per day may result in health complications (Graham 2006). The authors also highlight the need to include multi-vitami ns, mineral supplements and proteins in the diet. The authors recommend using individually tailored weight loss programs for older adults, after carefully considering their co-morbid conditions, level of physical activity, potential effects on muscle mass and bone density and diet recommendations. I believe that this is of prime importance as individually tailored programs to improve muscle strength and balance have been proved to reduce falls in older adults (Agency for Health Research and Quality 2002).Providers need to be cautious while using medications like orlistat and aggressive treatments like bariatric surgery. Orlistat is known to decrease the absorption of dietary triglycerides thereby inhibiting the absorption of fat-soluble vitamins and nutrients. Bariatric surgery is another risky course of treatment. I strongly agree with the authors in that these treatment modalities should be used in patients with high BMI and severe co-morbidities only after weight loss goals throu gh lifestyle changes have failed. It is also extremely important to inform patients about potential side-effects and lack of long term safety data (Brethauer, Kashyap & Schauer 2010). In conclusion, weight management in obese older adults is a challenging task. In light of the growing obesity issue among older adults and the challenges pertaining to treatment modalities, food and nutrition experts have an important role in guiding and managing the weight of older adults.BibliographyAgency for Health Research and Quality. â€Å" Physical Activity and Older Americans: Benefits and Strategies.† Centers for Disease Control. (2002). ahrq.gov/ppip/activity.htmBrethauer, Stacy, Sangeeta Kashyap, and Philip Schauer. â€Å"Obesity†. Cleveland Clinic. (2010). clevelandclinicmeded.com/medicalpubs/diseasemanagement/endocrinology/obesity/Graham, Lisa. â€Å"Joint Position Statement on Obesity in Older Adults.† American Family Physician. (2006). aafp.org/afp/2006/0601/p207 4.html

Dead Mans Path. Cultural conflict Essay Example | Topics and Well Written Essays - 500 words

Dead Mans Path. Cultural conflict - Essay Example A turn of events would unfold as the main character was besieged with a dilemma regarding the requested retention of the traditional path, a spiritual realm of transcendence from this world to the next, or sheer disregard for cultural values of local historical setting. The main character of the story is Michael Obi, the protagonist, the newly appointed headmaster of Ndume Central School. He is regarded as flat character due to his unchanging stance throughout the story; though a pivotal teacher due to academic competence in teaching. He openly supports modernism and application of western practices, thereby condemns traditional points of views and practices of old teachers and colleagues. Likewise, Nancy, his wife, shares the main character’s support for modernity. The priest is considered the antagonist, the character who provoked Michael’s preferences for modern views. The rest of the characters provide minor depiction in roles such as the teacher Michael spoke to and the woman seen walking through the path. The story provides symbolism in terms of modernity through aesthetic beauty of the garden: analogous to paradise through landscaped lawns with flowering plants symbolizing growth and prosperity.

Parallelism in Prose Essay Example | Topics and Well Written Essays - 1500 words

Parallelism in Prose - Essay Example She felt so good when he came downstairs, too, wearing a cheap yet very neat suite and enjoyed his meal before he went to work. She was proud of her son and wanted to give him all care and love she could. On that fine and sunny morning, they were sitting at the table and watching some news program on TV. The war began, they said; the enemy attacked and killed many civilians, they said. Some politician with a grave face announced draft for military service for men under 40. The mother’s heart died within her – such a terrible news on such a nice day! The mother feared that her child would be drafted to the army: he was courageous, tall and strong. At his age of 25, he was a complete personality and a person, who had achieved much on his own. She was so proud of him. The son feared to let his dear mother alone, but he longed to protect his homeland and was very decisive about it. He was courageous, tall and strong; moreover, he knew a little about battle tactics and weapons. So he came back home after finishing with work and told his mother about his intentions. Days went by; sunny and warm autumn days turned into gray and rainy ones; and the mother still lived alone: the house seemed too big, too cold and too empty without Jesse and every single day was filled with painful waiting for a letter written in a familiar loose handwriting. Jesse would write every week, and Mrs. Stillman, the mail clerk, would bring the letters very promptly. On a foggy December day, the mother went downstairs to prepare her usual breakfast – a toast and a cup of coffee – and turned the TV on. After Jesse went to defend their homeland to the eastern part of the country, she had been turning the news program every morning to be aware of the situation, and her heart would be in her mouth as the commentator read the list of dead soldiers. Yet, these programs were filled with patriotism and hope: the brave sons of the country would surely return to their families.

Continental and monsoon Assignment Example | Topics and Well Written Essays - 500 words

Continental and monsoon - Assignment Example The monsoon wind blowing from the neighboring and oceans are playing a significant role in determining the climatic disparities in different parts of China and other parts of the Asian continent. Continental and monsoon are playing significant role in shaping the climate of China. They have an established relationship where one factor affects the other and intern reflects on the climate. For instance, China has an abundance of mountain barriers and the inland depression results in regional differences in terms of atmospheric circulation, solar radiation, and climate as a whole. A continental climate is associated with bigger land masses and extreme annual range of temperature that prevails in large parts of China (Wang 381). The air reaching China from Atlantic Ocean passing from Europe or Africa loses most of its moisture to the oceans hence coming out dry. These winds play a role in determining the climate of China. Their moisture content shapes the climate patterns of the areas they pass. Although there is some monsoon wind blowing from the north, arctic wind does not have access to the region. Tropical and equatorial air masses predominate in the south of Asia with restriction by the ridges of the mountain belt that stretches from west Asia highlands, through the Himalayas to south China and south Asia Mountains (Science Clarified 4-8). Similarly, the continental monsoon wind is playing a significant role in determining China climate through the way it blows. For instance, dry and cold winter monsoon blows from Siberia and the Mongolian plateau from September to April leading to cold and dry winters. It also results to the differences in temperature experienced in north and south of China (Raman and Sharan 1533). More so, warm and humid monsoon wind blows from the sea to east and south between April and September resulting in high temperatures and plentiful rainfall. It also leads to the little differences in temperatures

Mississippi Employment Laws and HRM Strategy Research Paper

Mississippi Employment Laws and HRM Strategy - Research Paper Example The guidelines enable employees to work under favorable conditions that are not discriminatory. The laws are equally set to ensure that employers do not infringe the individual’s rights. This is vital since some employers subject workers to unconventional practices that affect the employee’s dignity and rights. According to the international labor organization (ILO), employment laws protect each stakeholder’s rights. The laws recognizes everyone as equal partners and state that employers are obligated to provide requisite working equipment, pay favorable remuneration, set excellent working conditions and provide effective support equipment to the disabled. The employers have the right to administer their employees and to receive the best from them in terms of performance. Indeed, the disabled have been neglected in diverse settings with their employment rights being compromised based on their conditions. This has prompted the international labor organization (ILO ) to design intervening guidelines with full recognition that everyone should be treated dignity. This paper explores the significance of the initiation of new technology for employees who may experience physical limitations in institutions. Description of the scenario selected The introduction of the modern technological systems for the disabled is crucial in the quest to empower them. This will ensure that the physically challenged who have been neglected regains their appropriate position in the society (Landy, 2005). Their participation in the economic development and growth, in institutions, has been dismal because they fail to receive similar employment opportunities compared to stable individuals. This distorts their performance and confidence levels. According to Landy (2005), disabled individuals have been facing prejudice during the employment process. The authorities within their workplace often fail to adhere to their working rights and support systems. This has led to t he development of general rules in Mississippi. These rules ensure that employers employ the disabled individuals and treat them with dignity and respect. They should also provide them with the pertinent rights in terms of remuneration, favorable working conditions, provision of meals and technological equipments to facilitate their operations. The technological equipment should include reading gadgets for the deaf, walking sticks and logistical equipment to facilitate their movement. The administration should also recognize their efforts; thus, boosting their ego and social engagement (Perkins, Shortland & Perkins, 2006). Currently, technology is a significant force with the capacity to transform operations in institutions. This calls for the training of employees on the use of technological equipments. Mississippi laws provide clear legal procedures that ensure that the rights of the disabled are respected. The laws recognize the disabled and states that they should not be denied the opportunity to serve in various capacities based on their conditions. The law requires employers to provide them with modern technological equipment to enhance their working conditions (Perkin et al, 2006). Indeed, most institutions including the

300 word essay, history of history Essay Example | Topics and Well Written Essays - 250 words

300 word , history of history - Essay Example He states that the rulers of England, and indeed, of Europe as a whole, have all laid siege to the countries, and have reaped benefits after their own interests, sidelining the interests of the common man who was thought of as inferior to the ruling class4. He draws a sketch of the different evolutionary stages that occurred in the styles of government in England, and pinpoints the flaws of each form of Government, or each new policy of the ruler5. The letter is written in a style of comparison; Voltaire compares the government of England that existed historically with the form of Government that exists presently, evidently siding with the present form of government and presenting its benefits and superiority as compared to the historical form6. He also compares the ruling class with the common masses, treating the former with contempt and disgust, and the latter with appreciation and pity7. His writing his highly prejudiced; he does not make an effort to critically analyze the rulers of the past, instead merely submits their unfair disposition towards the masses8. Similarly, he does not weigh the pros and cons of the present form of Government, rather simply praises it as flawless9. Therefore, his letter cannot be considered a critical analysis on the Government. 1. Paul Halsall, â€Å"Voltaire (1694-1778): Letters on the English or Lettres Philosophiques, c. 1778,† Fordham University, August 1998, http://www.fordham.edu/halsall/mod/1778voltaire-lettres.asp#Letter

Mississippi Employment Laws and HRM Strategy Research Paper

Mississippi Employment Laws and HRM Strategy - Research Paper Example The guidelines enable employees to work under favorable conditions that are not discriminatory. The laws are equally set to ensure that employers do not infringe the individual’s rights. This is vital since some employers subject workers to unconventional practices that affect the employee’s dignity and rights. According to the international labor organization (ILO), employment laws protect each stakeholder’s rights. The laws recognizes everyone as equal partners and state that employers are obligated to provide requisite working equipment, pay favorable remuneration, set excellent working conditions and provide effective support equipment to the disabled. The employers have the right to administer their employees and to receive the best from them in terms of performance. Indeed, the disabled have been neglected in diverse settings with their employment rights being compromised based on their conditions. This has prompted the international labor organization (ILO ) to design intervening guidelines with full recognition that everyone should be treated dignity. This paper explores the significance of the initiation of new technology for employees who may experience physical limitations in institutions. Description of the scenario selected The introduction of the modern technological systems for the disabled is crucial in the quest to empower them. This will ensure that the physically challenged who have been neglected regains their appropriate position in the society (Landy, 2005). Their participation in the economic development and growth, in institutions, has been dismal because they fail to receive similar employment opportunities compared to stable individuals. This distorts their performance and confidence levels. According to Landy (2005), disabled individuals have been facing prejudice during the employment process. The authorities within their workplace often fail to adhere to their working rights and support systems. This has led to t he development of general rules in Mississippi. These rules ensure that employers employ the disabled individuals and treat them with dignity and respect. They should also provide them with the pertinent rights in terms of remuneration, favorable working conditions, provision of meals and technological equipments to facilitate their operations. The technological equipment should include reading gadgets for the deaf, walking sticks and logistical equipment to facilitate their movement. The administration should also recognize their efforts; thus, boosting their ego and social engagement (Perkins, Shortland & Perkins, 2006). Currently, technology is a significant force with the capacity to transform operations in institutions. This calls for the training of employees on the use of technological equipments. Mississippi laws provide clear legal procedures that ensure that the rights of the disabled are respected. The laws recognize the disabled and states that they should not be denied the opportunity to serve in various capacities based on their conditions. The law requires employers to provide them with modern technological equipment to enhance their working conditions (Perkin et al, 2006). Indeed, most institutions including the

National curriculum frameworks Assignment Example | Topics and Well Written Essays - 1750 words

National curriculum frameworks - Assignment Example The learning objectives of the literacy framework are â€Å"aligned to 12 strands to demonstrate progression in each strand† (p.171). One of the literacy framework learning objectives for pupils to speak and listen for a variety of purposes and in many contexts; and there are four strands under this objective that will demonstrate progression – (1) speaking, (2) listening and responding, (3) group discussion and interaction and (4) drama (p.171). The second learning objective of the primary national framework for literacy is to â€Å"read and write for a range of purposes on paper and on screen† (p. 171). The progression strands related to this objective are as follows: The learning objectives of the literacy framework are â€Å"aligned to 12 strands to demonstrate progression in each strand† (p.171). One of the literacy framework learning objectives for pupils to speak and listen for a variety of purposes and in many contexts; and there are four strands u nder this objective that will demonstrate progression – (1) speaking, (2) listening and responding, (3) group discussion and interaction and (4) drama (p.171). The second learning objective of the primary national framework for literacy is to â€Å"read and write for a range of purposes on paper and on screen† (p. 171). The progression strands related to this objective are as follows:†¢ â€Å"Word recognition: decoding (reading) and encoding (spelling)†Ã¢â‚¬ ¢ â€Å"Word structure and spelling†Ã¢â‚¬ ¢ â€Å"Understanding and interpreting texts†Ã¢â‚¬ ¢ â€Å"Engaging and responding to texts†Ã¢â‚¬ ¢ â€Å"Creating and shaping texts†Ã¢â‚¬ ¢ â€Å"Text structure and organization†Ã¢â‚¬ ¢ â€Å"Sentence structure and punctuation†The literacy framework demonstrates that literacy skills, particularly reading and writing, need to be applied in all subject areas; including numeracy. The Speaking and listening statutory requir ements are also present in the literacy framework.The numeracy framework was renewed as well in 2006 with improvements observable in simplified learning objectives and a broad overview of the primary phase mathematics curriculum. Unlike the literacy framework, the mathematics frameworks contain seven strands that demonstrate progression which is aligned to the learning objectives.  ... One of the literacy framework learning objectives for pupils to speak and listen for a variety of purposes and in many contexts; and there are four strands under this objective that will demonstrate progression – (1) speaking, (2) listening and responding, (3) group discussion and interaction and (4) drama (p.171). The second learning objective of the primary national framework for literacy is to â€Å"read and write for a range of purposes on paper and on screen† (p. 171). The progression strands related to this objective are as follows: â€Å"Word recognition : decoding (reading) and encoding (spelling)† â€Å"Word structure and spelling† â€Å"Understanding and interpreting texts† â€Å"Engaging and responding to texts† â€Å"Creating and shaping texts† â€Å"Text structure and organisation† â€Å"Sentence structure and punctuation† â€Å"Presentation† The literacy framework demonstrates that literacy skills, pa rticularly reading and writing, need to be applied in all subject areas; including numeracy. The Speaking and listening statutory requirements are also present in the literacy framework. The numeracy framework was renewed as well in 2006 with improvements observable in simplified learning objectives and a broad overview of the primary phase mathematics curriculum. Unlike the literacy framework, the mathematics frameworks contains seven strands that demonstrate progression which are aligned to the learning objectives. The seven strands of the mathematics framework is (1) using and applying mathematics, (2) counting and understanding number, (3) knowing and using number facts, (4) calculating, (5) understanding shape, (6) measuring, and (7) handling data (p. 172). Teaching programmes,

Types of exploratory research designs Essay Example for Free

Types of exploratory research designs Essay 2. What type of exploratory research designs would you suggest for each of the following situations? Justify your answers using specific illustrations and examples. a. The research and development director of Louis Vuitton suggests a new type of cologne for men that could be promoted by tennis celebrity Marat Safin. b. The General Manager of Thai Spices Restaurant in Hong Kong wishes to offer customers two new and exciting dinner items that would be a blend of fresh durians, herbs and chicken. c. A retail manager would like to know the popularity of a new brand of dishwashing detergent produced by Proctor and Gamble. a) In developing a research design for this particular situation, it would first be a consideration that Louis Vuitton is not an established force in the fragrance market. Vuitton must enter this field relying on the transfer of its superb reputation in current areas of production to the new endeavour. Can the product be successful? Using the Case Study Method would be suitable in answering this question. It may be advisable to explore the success of other companies who have attempted similar campaigns. For example, Tommy Hilfiger (another fashion designer) has attempted and succeeded in entering this market. It would be worthwhile to analyse the past successes and failures of similar companies and use the information in developing the new product. In the further stages of research it would be effective to use focus group interviews to gauge consumer reaction to the product and its prospective face of endorsement. It must be determined if potential customers feel they would be drawn to buy a fragrance created by Vuitton and what characteristics are important in influencing their purchasing decision (eg. Price, Packaging, Place and Promotion). It would be important to determine how the consumer feels about the promotion of the product by Marat Safin. It  is quite possible for example, that the participants of a focus group may feel that the luxurious, prestigious image of Louis Vuitton may slightly clash with the athletic image of Safin. In which case it would be advisable to use the young, attractive, marketable celebrity image of Safin to promote the product and make no link to Safins tennis career. Examples of this can be seen in the promotion of Tag Heuer watches by Mark Philippoussis. In advertising the products there is no connection made between Mark and tennis. It must also be noted that time must be taken to discuss the particulars of the product itself as products cannot survive on endorsement alone as displayed by the past failure of Michael Jordans cologne. Projective Techniques such as a Thematic Apperception Test (TAT) may be useful to use during the focus group(s). Various visual presentations of Safin and/or the cologne can be made to the participants and feedback can be used in further research and development. As the product research matures and the target audience is now more defined, it would at this stage perhaps be beneficial to conduct depth interviews with potential future customers to provide more direction for the development process. b) The General Manager would benefit from first conducting several experience surveys. Asking informed experts about this particular research problem would be invaluable. It must first be established that the recipes are possible and compatible with the restaurant. Interviewing the head chef regarding this matter should answer such questions. It may then be advisable to ask other chefs from other restaurants for their thoughts and feedback on the matter. For example, durians are notorious for smelling terrible; this factor may lead chefs to suggest the ingredient to be quite unpopular. Finally, if the research process gets this far, it would be advisable to survey the most qualified experts of all; the customer (who is always right and is also the most qualified when it comes to assessing their own appetites). If the experience surveys suggest the addition to the menu to be acceptable it may then be advantageous to gauge consumer reaction before investing large sums of time and money into the project. This may be done with a  simple observational study. For example, offering free samples of the food in question to existing customers will provide valuable insight into popular opinion. c) To gain a better, in-depth appreciation of the marketing environment or consumption behaviour with regard to the new brand of detergent it may first be logical to examine any available secondary data. Analysis of such data may give a very clear indication of the brands popularity. As the product is already in circulation, sales information and other related figures may be extremely useful in determining the brands current market status. Experience Surveys may prove effective in this situation as well. There are many opportunities for experience surveys in this particular marketing problem. Anyone from a company executive to a product merchandiser can provide useful experience and knowledge that can benefit the research. Management can be probed for information obtained overseeing the overall operation of selling the product, whilst sales representatives can be questioned about their experience in dealing with front-line sales. Buying trends can also be measured by interviewing individuals outside the organisation; such as wholesalers and retails who can provide very accurate information and figures regarding popularity (ie. sales). Focus groups can also be used in this situation to measure consumer reaction, indeed focus groups are used in the greater majority of all marketing research. As usual the focus group allows the discovery of new ideas, consumer insight, and hidden motivations. A focus group provides direct, undistorted communication from the consumer to the manufacturer. Thoughts and feelings regarding attributes such as the detergents price, quality and general image can be recorded and used in further development if deemed necessary. REFERENCES David Eccles School of Business [Online], Available: http://www.business.utah.edu/~pmkthl/5 [2004, Apr. 14] McDaniel, C. Gates, R. 2002, Marketing Research, South Western, Cincinnati Zikmund, W. G. 2003, Exploring Marketing Research, South Western, Mason

Motivational Theories for Travel and Tourism

Motivational Theories for Travel and Tourism Abstract The purposes of this dissertation are to demonstrate how the motivational theories in travel and tourism can be used as a foundation for research into ceasing participation in organized leisure activities, and to discuss methodological implications that emerge from such an approach. The research problem is the identification of three motivational factors that mostly influence the choice of leisure activity in the Lebanese tourism sector. The dissertation will rely heavily on literature review and primary research that used university students and a focus group of industry professionals in Lebanon. The theoretical background of this study is structured according to Iso-Ahola’s motivational theory. Iso-Ahola’s theory asserts that personal escape, personal seeking, interpersonal escape, and interpersonal seeking motivate tourism and recreation. This dissertation operationalizes and empirically tests Iso-Ahola’s theory for similar tourism and recreation experiences. The motivation dimensions are monitored using scenario-based data for sporting events, beaches, amusement parks, and natural parks. The first investigation used confirmatory factor analysis to explore the efficacy of six competing motivational structures. Three of these competing models achieved superior and similar fit statistics, with one model incorporating the most parsimonious structure. This model gave equal and direct salience to each of the four motivations. The second investigation examined the differences in motivation levels for tourism and recreation experiences. Tourism experiences exhibited higher levels of motivation, particularly for the personal seeking and personal escape dimensions. The third investigation found no relationship between the number of recent domestic and international vacations and tourism motivations among the subjects. Chapter I Introduction This dissertation seeks to explore the rationale for, and difficulties of operationalizing, the measurement of tourists’ satisfaction with their experiences in particular destinations. It suggests that the on-going systematic measurement of satisfaction with destinations is a valuable exercise that will have tangible benefits, but acknowledges the difficulties of doing this in a meaningful manner. The principal argument presented is that the measurement of tourists’ satisfaction with a particular destination involves more than simply measuring the level of satisfaction with the services delivered by individual enterprises. There needs to be a much broader, more encompassing means of measuring satisfaction, one that relates closely to the motivations which tourists have for visiting the destination in the first place. The tourism industry consists of a number of different sectors including the travel, hospitality and visitor services sector. Within each of these sectors there are a number of individual enterprises that provide a range of services to people who are traveling away from their home environment. This travel could be for a variety of reasons including for pleasure, to visit friends and relatives, to work on a short term basis, to attend conferences, to participate in business activities, or any of a number of specific reasons. While the industry distinguishes between the various groups according to their purpose for travel, convention has it that all these short-term travelers are defined as ‘tourists† Likewise, the industry distinguishes between various ‘markets’ according to their place of origin (international, domestic, intra-state, interstate, etc). These distinctions are not relevant to this paper which is concerned with all these forms of tourism. Tourists visit destinations and engage in various activities while there. These destinations can be classified in various ways and at various scales of analysis. For example, Lebanon could be regarded as a destination for international visitors while Beirut could be one for people from northern Lebanon. At a different scale, a city or even a region could be regarded as a destination. This paper is concerned with all these levels. It is not concerned with individual enterprises which exist within certain destinations. As noted below, there appears to be adequate analysis of tourism satisfaction at the individual enterprise level. What is missing is a broader view that looks at the way tourists respond to the totality of their experiences in a particular destination irrespective of the particular activities that they engage in. I am going to provide an explanation of the Lebanese tourism economy because this market is the model that this dissertation uses as the benchmark for testing Iso-Ahola’s motivational theory. I have chosen this country due to its reputation of being the jewel of the Middle East and one of the most desired destinations in the region. The understanding of the characteristics of this market will play a critical role in laying the foundations for the research and would allow to increase the integrity and reliability of this research. Moreover, the market is highly concentrated and the geographic area is small; this aspect would play a paramount role in diminishing sources of error; and in case of their occurrence it would be easier to isolate and rectify. In addition, being my home country; I view studying this market as a personal passion which would allow me to present with a high â€Å"motivational† level. I will start by providing a review of the state of Lebanese tourism and highlight the trends, review precious research findings, and pinpoint the market characteristics. Tourism in the Lebanese Economy Over the last decade the tourism industry has emerged as a significant sector of the Lebanese economy generating approximately $5 billion in income, employing 1 in 9 Lebanese and contributing about $1.5 billion in export earnings. While approximately 55% of tourism activity involves domestic travel, the fastest growing sector is in-bound travel. This has been increasing significantly over the last decade with Lebanon receiving 1.1 million visits in 2004. Despite the recent downturn in the economies of major source countries, and the unstable political landscape visitor arrivals to Lebanon are expected to grow at an average annual rate of between 5.7 and 7.8 per cent to reach between 1.4 and 1.7 million visitors in 2010. Being a relatively new industry characterized by growth, the focus has been on marketing, visitor numbers, and length of stay, expenditure patterns and other measures of consumption. As the industry has begun to mature in the last five or so years; there has been an increasing interest in such things as quality of service, accreditation procedures, and measurement of client satisfaction. The issues discussed in this paper should be seen as part of this maturation process in which the industry is looking to achieve long-term sustainable growth that generates benefits for the industry, the clients and the community as a whole. Methodology of Research Collecting data in marketing research often involves several different strategies, such as interviewing and analyzing documents (Merriam, 1998). Using multiple sources of information is useful in our research since we have doubts that a single source of information will provide a complete and comprehensive understanding of the research problem, so in our research we use multiple sources of information. Basically, there are two forms of data: primary and secondary data. While writing the dissertation, I will use several different sources when collecting data in order to increase the validity of the collected data. Secondary data is the data that has been previously collected and published. The secondary data used in the beginning of our research, originated from various sources. In the preparatory period, we have started by studying literature related to relationship tourism marketing, tourism buying and motivational behavior and motivational marketing concepts in order to get deeper insight into and understanding of the researched area. The other sources used for collection of our secondary data were: newspaper and magazine articles, course materials, on-line sources (Internet databases) and tourism companies’ materials (internal and external). The methodology used for primary research will be depicted at greater length in the third chapter. Current Measurement of Tourist’s Satisfaction Levels Despite the large body of literature available on satisfaction research in general, only a few academic studies have focused directly on customer satisfaction amongst tourists. Of these, an even more limited number have been undertaken in Lebanon. The major studies include Fick and Ritchie (1991), Reisinger and Waryszak (1994), Arnold and Price (1993), Crompton and Love (1995), Geva and Goldman (1991), Maddox (1985) and Ryan (1995). Because of the limited material available in the academic literature, a preliminary survey of organizations that may have investigated tourist satisfaction was undertaken. Given the broad focus of the paper and the limited space, no attempt was made to look at individual tourism enterprises measuring the satisfaction level of clients as part of their on-going quality assurance program. The most common example of this is the questionnaire that is left in individual hotel rooms. These vary from single response questions to sophisticated instruments designed to elicit quite detailed responses from guests. Most of these are diagnostic in the sense that they are aimed at identifying specific measures that can be taken to improve the service. Some specifically enquire about customer’s perceptions of the service’s value for money. In some instances, particularly amongst 5 star hotel chains, these are used for benchmarking or as performance indicators. Because of this decision to exclude individual enterprises, the preliminary survey focused on the following organizations: Academic departments of Lebanese universities State tourist offices Non-government tourist industry organizations and associations The search found a range of studies has been completed most of which are primarily data-gathering research exercises rather than conceptual studies. The prime studies are described in appendix I. It is clear that some work has been done in this area by a smattering of agencies each of which approaches it from a quite different perspective. Despite acknowledgement of the potential value of the data, current efforts are not coordinated resulting in a lack of comparability that makes it impossible to identify trends and monitor changes in a systematic fashion. More importantly, the diversity of approaches demonstrates a need for substantial conceptual work on the nature of tourist satisfaction in general and the measurement of tourist satisfaction with destinations in particular. What is required is further exploration into the application of concepts and ideas drawn from the broader consumer literature to the specific challenge of measuring the satisfaction of tourists with particular destinations. This may require a quite different approach to that adopted for other services. Why measure satisfaction at the level of the destination? There are a number of reasons why it would be appropriate to look at extending the measurement of tourist satisfaction to the more global level of the tourist destination. It is critical to understand the underlying motivational factors in order to be able to get a clearer barometer for the measurement of satisfaction of tourists. Without pre-empting the nature of this measurement, these reasons include: Millions of dollars are spent each year on destination marketing by national and state tourism offices, airlines and regional tourism bodies. This includes detailed surveys of potential markets as well as extensive advertising and promotional campaigns in source countries. While there is considerable research into the impact of the promotional effort through awareness studies, tracking studies, etc, these all concentrate on the inputs (i.e. has the campaign reached its target audience?). What is missing is an understanding of the client’s reaction to the product offering, in particularly whether it meets the needs of the target market. This would become an integral part of the understanding what the market(s) is/are seeking. Peak organizations in the tourism industry recognize the need to encourage both new and repeat business. The latter can best be achieved by ensuring that our current offerings are satisfying the needs, expectations and desires of current tourists and their propensity to recommend the destination to others. The measure could become a barometer of the ‘health’ of the industry for strategic planning purposes. The tourism industry itself is grappling with the issue of service quality and recognizes that this is the key to long term success. At present its focus is on establishing accreditation mechanisms to ensure that individual firms conform to appropriate standards. Monitoring tourists’ satisfaction at the more global level would provide a valuable framework for this and enable comparison between the efforts of the individual enterprise and those of the industry as a whole. Government agencies are now recognizing the value of assessing the success of their programs in terms of outcomes rather than inputs. As Lebanese government agencies move in this direction the need for the systematic collection of the type of data proposed will increase. In the case of tourism, this is particularly relevant to national, state and regional tourism development bodies responsible for destination marketing. Using the level of satisfaction experienced by visitors to their destination as a measure of success would transfer the focus away from the efforts of the organization towards their achievements. Governments of all persuasions are looking critically at their financial commitments and questioning whether they should continue the traditionally high level of support. If the industry can demonstrate a relationship between the level of support and the satisfaction of visitors to their destination then the argument for continued support would be strengthened greatly. This would complement other measures such as visitor numbers, expenditure, etc. With an appropriate measurement instrument it could be possible for individual sectors of the industry to be compared with other sectors. In an industry where the success of the whole depends on the contribution of each part, this information will help to identify those sectors that need to improve. Recent developments in consumer protection have extended into the area of satisfaction. The 1993 European Union Directive on Travel has required member states to implement laws giving tourists the right to obtain compensation from packaged tour operators in the event that they are ‘dissatisfied’ with their holiday. This applies in all destinations, including Lebanon. The results of the proposed survey will help to focus the attention of the industry on this issue and provide data on how the industry is going and what needs to be improved. Perspectives on Measuring Tourists’ Satisfaction with a Destination Measuring tourists’ satisfaction with a destination is conceptually different from measuring satisfaction at the transaction specific level. Moreover, it is contended that while satisfaction at the destination level is influenced by the various transactions that occur at that destination, an individual’s level of satisfaction is influenced by much broader, global factors, some of which are beyond the capacity of the tourism industry to affect. The purpose of this section is to outline some ideas that should be taken into account when developing a method to measure satisfaction at this relatively abstract level. Johnson, Anderson et al., (1995) have distinguished between two different general conceptualizations of satisfaction: transaction-specific satisfaction and cumulative satisfaction. The former is concerned with â€Å"satisfaction as an individual, transaction-specific measure or evaluation of a particular product or service experience† (Johnson, Anderson et al. 1995). Cumulative satisfaction, on the other hand, is â€Å"a cumulative, abstract construct that describes customer’s total consumption experience with a product or service† (Johnson, Anderson et al., 1995). As a customer’s overall evaluation of the purchase or consumption experience, cumulative satisfaction is the most relevant conceptualization when the focus is on the tourist’s evaluation of their overall experience at a destination. This is sometimes referred to as market-level satisfaction. The literature suggests that satisfaction measurement must be treated differently at these two levels of abstraction. Moreover, when considering consumer satisfaction with their consumption experiences, a major distinction has been made between the consumption of goods and services (Lovelock, 1991). Measures of satisfaction are not the same for these different consumption experiences, largely because of the role of the consumer in the service encounter. It could also be argued that tourism is a ‘special’ service in that, like recreation or education, it is largely self-produced (Williams, 1988). The individual plays a central role in determining the experiences achieved and the benefits derived. The ‘special’ nature of tourism can be understood by adopting the behavioral perspective first developed within the recreation and leisure literature. This literature demonstrates the value of perceiving recreation as activity that creates experiences which, in turn, result in benefits for the individual (Driver and Tocher, 1970; Mannel and Iso-Ahola, 1987). This created a focus on the factors which determine the quality of those experiences and the benefits derived. Measurement of satisfaction has therefore involved an assessment of whether the experiences have resulted in the desired benefits sought by the individual. In his seminal paper (Wagar 1966) suggested that the quality of recreation experience depends upon how well desired outcomes are realized. Satisfaction is therefore more a function of the needs and interests of the individual than the attributes and characteristics of the service provided. These ideas have gradually become the basis of the conceptualization of the tourist experience and informed much of the work about tourist motivations and expectations (Crompton and Love, 1995; Ryan, 1995). Therefore tourist experiences can be regarded as the result of an active endeavor by the individual to create a situation in which to achieve satisfaction. It is this active involvement of the individual in the creation of his or her personal experiences that needs to be acknowledged. In a similar vein, the early recreation literature also recognized the implications of this approach for the assessment of recreation service quality. It was recognized that â€Å"the quality of the experiences can be influenced by input factors provided by managers . . . but to a considerable extent the quality of experiences depends upon choices made by recreationists and how they use the many factors of production† (Brown, 1988: 413). In other words, the satisfaction levels experienced by recreationists are recognized as being a function of a number of different variables including those brought by the recreationist him/herself which are beyond the influence of the service provider. Drawing on the consumer literature, it is too easy to assume that the outcomes of the tourist activity are solely the creation of the tourist operators/industry. However, it is perhaps more enlightening to adopt a ‘transactional perspective’ outlined in the recreation literature. Here, the tourist â€Å"actively creates the recreation(tourist) experience, through a transaction with the physical and social setting, including what the recreationist (tourist) brings to the process in terms of history, perceptions, companions, skills, equipment, identities, hopes and dreams† (Williams, 1988). With this perspective, more emphasis is placed on the behavior of the individual and their role in creating the experience. Not all the responsibility for creating high levels of satisfaction rests with the service deliverer. With this in mind, (Crompton and Love, 1995) make a distinction between quality of opportunity and quality of experience. â€Å"Quality of opportunity is defined as qualities of the attributes of a service that are under the control of a supplier. Evaluation is concerned with judgments about the performance of the leisure opportunity supplier. . . . In contrast, quality of experience involves not only the attributes provided by a supplier, but also attributes brought to the opportunity by the visitor or recreationist. . Quality of experience is a psychological outcome or emotional response. . Satisfaction is measured by how well leisure activities are perceived to fulfill the basic needs and motives that stimulated the idea to participate in the activity (Crompton and Love, 1995:12)†. When the objective is to measure satisfaction with a holiday in a particular destination, it will be important to note this distinction and ensure that both aspects are included in the assessment. We have been reasonably good at assessing tourists’ perceptions of the quality of opportunity but largely ignored the question of quality of experience. A further perspective that could be of relevance here is that of Herzberg (1966). While his work mainly focused on the workplace, his theory of motivation has relevance to the expenditure of discretionary time such as going on a holiday. Herzberg (1966) suggests that all aspects of an experience can be classified as either a motivational or a hygienic factor. Motivational factors are those that positively encourage people to do something. For example, a desire to make new friends may motivate people to go on an organized tour rather than travel alone. On the other hand, hygienic factors are those things which would not encourage one to travel, but their absence would discourage such travel. A good example is the availability of clean drinking water. Having this available is unlikely to motivate someone to travel, while its absence could cause someone to not choose a particular destination. According to Roger James Associates (1996) â€Å"the absence of motivational factors does not lead to ‘dissatisfaction’ but rather to ‘unsatisfaction’ a sense of emptiness rather than a sense of anger or disappointment. On the other hand, the absence of a hygienic factor will lead to dissatisfaction. The presence of such a factor will not lead to ‘satisfaction’ but rather to ‘satisficing’, that is, a passive (albeit benign) feeling† (Roger James Associates, 1996 : 34). If we adopt this framework it could be suggested that we have tended to focus on the hygienic factors which are represented by the measurement of how well the services (hotels, airports, travel companies, etc) are provided. These are important because without these being done well, the customer would be very dissatisfied. However, we have not also measured the motivational factors. These are akin to the experience factors how well the destination facilitates the satisfaction of personal needs. The best way of ensuring that we are providing this is to understand the client’s needs, etc and to develop product that is relevant to these. In turn, this is linked to the benefits to be derived from the experience thus creating satisfaction. The work by Arnold and Price (1993) confirms the role that needs and desires play in the consumer’s evaluation of a particular experience. They present very clear evidence that the satisfaction of participants in this recreational (or possibly tourist?) activity is related to the extent to which the experience enhances their individual cultural script and are â€Å"interpreted within the broader narrative context of the consumer’s life† (Arnould and Price, 1993). They suggest that â€Å"satisfaction with river rafting . . . does not seem to be embodied in attributes of the experience such as amounts of time spent freezing in wet clothes, uncomfortable toilet facilities, bad food or any summary index of specific attributes of the trip† (Arnould and Price, 1993). These general thoughts appear to be in line with the fundamentals of the marketing concept most commonly described as â€Å"satisfying the needs and desires of the consumer† (Keith, 1960 :38) and the whole notion of benefit segmentation which suggests that purchases are selected on the basis of the benefits derived by consumers (Haley, 1968). It is also consistent with the recent work of Spreng and his associates which emphasizes the role that desires, as opposed to expectations, plays in determining satisfaction within the disconfirmation framework (Spreng, Mackenzie et al., 1996). Proposed Path Space does not permit an exhaustive examination of the extensive literature outlining the various models used as the basis for measuring customer satisfaction and gauging the behavioral aspects (see Parasuraman, Zeithaml et al., 1994). However, a review of this literature has uncovered a model that could be developed to provide a satisfactory method of evaluating tourists’ satisfaction at the level of the destination and their motivational map. This model has been developed by Iso-Ahola and has become the basis of extensive work at the national and international level. The index provided by the Iso-Ahola model provides a cumulative evaluation of a sector’s market offering coupled with individual evaluation of a specific transaction. Called the ‘Customer Satisfaction Index/Barometer’, it has been introduced in: Sweden, Germany and the United States of America (Fornell, Johnson et al, 1996). Taiwan and New Zealand are also in the process of introducing a similar national satisfaction indicator. While much work still needs to be done, the framework provided by Iso-Ahola model provides a good starting point. It should be possible to make the necessary changes required to produce a useful index that will contribute to the on-going development of this important industry. Chapter II Literature Review It is imperative to start with a review of literature that addressed motivation in the travel and tourism industry. By adopting this approach we will be able to present a much more comprehensive and inclusive approach to understanding the theories of motivation in the travel and tourism industry; and thus, we will be able to lay the foundations of clear parameters that can help scholars and decision makers measure the satisfaction of tourists and the underlying motivational factors. This part of the paper is dedicated to reviewing the literature that currently assesses the main theories of motivation. These theories span across a wide spectrum; therefore we will tackle the various theories of travel motivation in the first part and then we will focus our discussions on Iso-Ahola’s motivational theory. The main theories of travel motivation Knowledge of peoples travel motivations and its association with destination selection plays a critical role in predicting future travel patterns. The essay talks about the various theories propounded by the theorists and analyses their practical benefits for the tourism industry. Tourist motivation can be defined as the global integrating network of biological and cultural forces which gives value and direction to travel choices, behavior and experience. (Pearce, Morrison Rutledge, 1998) as cited by Allan R. Rhodes Espinoza. According to Seaton (1997) motivation is a state of arousal of a drive or need which impels people to activity in pursuit of goals. Once the goals have been achieved the need subsides and the individual returns to the equilibrium-but only briefly because new motives arise as the last one is satisfied. Krippendorf (1987), as cited in Seaton (1997) suggests that the motivation of the individual person to travel, to look outside for what he cannot find inside have been largely created by society and shaped by everyday life. People who live in cities, for example, are motivated to travel as tourists to wilderness areas because they need to escape from an artificial, monotonous environment. (Dann Matley, 1976) as cited in Mansfeld 1992). Grays travel-motivation theory, as noted by Mansfeld (1992), gives us two motives about why people go to natural settings. The first motive is the desire to go from a known to an unknown place, called in Grays theory wanderlust. Secondly, a place which can provide the traveler with specific facilities that do not exist in his or her own place of residence, referred in Grays theory as sun lust (Mansfeld, 1992). It is a common practice to consider traveler or tourist types as potential market segments for travel and tourism marketing (Smith, 1989 as cited in Theobald, 1996).Some of the motives which determine their travel choices are recreation, pleasure, new experiences, cultural interest, shopping. Any reader of literature of tourism motivation cannot help being struck by the similarity in findings by many researchers. The adjectives and categorizations of tourists based upon motivations may differ in number, but recurrent themes emerge. For example the need to escape from everyday surroundings for the purpose of relaxation, and discovering new things, places and people are often alluded to. According to Crompton (1979), as cited in Bello Etzel (1985), the need for relaxation, exploration, social interaction and enhancement of kinship relationships act as dominant push motives in the vacation decision. Reversely, pull motives are aroused by the destination and include factors like scenic attractions, historical sites. Push factors are thought to establish the desire for travel and pull factors are thought to explain actual destination choice. Seaton (1997) suggests that the push factors include avoidance of work, cultural/social pressures at home. The pull factors include seeking leisure /play, freedom and escape. Maslow (1943) identified two motivational types: tension-reducing motives; arousal-seeking motives. According to Maslow, there are five needs forming a hierarchy, progressing from the lower to the higher needs. Maslow argued that if the lower needs [physiological {hunger, thirst, rest}, safety {security}, belonging and love {affection, giving and receiving love}] are fulfilled the individual would be motivated by needs of the next level of the hierarchy [esteem {self-esteem and esteem for others}, self-actualization {personal self-fulfillment}]. Cooper et al(2005) criticizes Maslows theory saying that why and how Maslow selected the basic five needs remain unclear, although Page(2003) feels that it has relevance in understanding how human action is understandable and predictable compared to research which argues that human behavior is essentially irrational and unpredictable. Cooper et al (2005) also questions the arrangement of the needs. Though Cooper et al (2005) criticizes much about Maslows theory, he feels that tourism industry has borrowed a lot from Maslow because he provides a convenient set of containers that can be relatively labeled. Hudman (1980) as cited in Davidson and Maitland (1997) argue that Maslows (1943) hierarchy of needs provides a useful framework for understanding psychological motivational factors in tourism. Thus, for example, although the apparent purpose of a trip may be to visit friends and relatives, the underlying psychological motivation may be a need for belonging Motivational Theories for Travel and Tourism Motivational Theories for Travel and Tourism Abstract The purposes of this dissertation are to demonstrate how the motivational theories in travel and tourism can be used as a foundation for research into ceasing participation in organized leisure activities, and to discuss methodological implications that emerge from such an approach. The research problem is the identification of three motivational factors that mostly influence the choice of leisure activity in the Lebanese tourism sector. The dissertation will rely heavily on literature review and primary research that used university students and a focus group of industry professionals in Lebanon. The theoretical background of this study is structured according to Iso-Ahola’s motivational theory. Iso-Ahola’s theory asserts that personal escape, personal seeking, interpersonal escape, and interpersonal seeking motivate tourism and recreation. This dissertation operationalizes and empirically tests Iso-Ahola’s theory for similar tourism and recreation experiences. The motivation dimensions are monitored using scenario-based data for sporting events, beaches, amusement parks, and natural parks. The first investigation used confirmatory factor analysis to explore the efficacy of six competing motivational structures. Three of these competing models achieved superior and similar fit statistics, with one model incorporating the most parsimonious structure. This model gave equal and direct salience to each of the four motivations. The second investigation examined the differences in motivation levels for tourism and recreation experiences. Tourism experiences exhibited higher levels of motivation, particularly for the personal seeking and personal escape dimensions. The third investigation found no relationship between the number of recent domestic and international vacations and tourism motivations among the subjects. Chapter I Introduction This dissertation seeks to explore the rationale for, and difficulties of operationalizing, the measurement of tourists’ satisfaction with their experiences in particular destinations. It suggests that the on-going systematic measurement of satisfaction with destinations is a valuable exercise that will have tangible benefits, but acknowledges the difficulties of doing this in a meaningful manner. The principal argument presented is that the measurement of tourists’ satisfaction with a particular destination involves more than simply measuring the level of satisfaction with the services delivered by individual enterprises. There needs to be a much broader, more encompassing means of measuring satisfaction, one that relates closely to the motivations which tourists have for visiting the destination in the first place. The tourism industry consists of a number of different sectors including the travel, hospitality and visitor services sector. Within each of these sectors there are a number of individual enterprises that provide a range of services to people who are traveling away from their home environment. This travel could be for a variety of reasons including for pleasure, to visit friends and relatives, to work on a short term basis, to attend conferences, to participate in business activities, or any of a number of specific reasons. While the industry distinguishes between the various groups according to their purpose for travel, convention has it that all these short-term travelers are defined as ‘tourists† Likewise, the industry distinguishes between various ‘markets’ according to their place of origin (international, domestic, intra-state, interstate, etc). These distinctions are not relevant to this paper which is concerned with all these forms of tourism. Tourists visit destinations and engage in various activities while there. These destinations can be classified in various ways and at various scales of analysis. For example, Lebanon could be regarded as a destination for international visitors while Beirut could be one for people from northern Lebanon. At a different scale, a city or even a region could be regarded as a destination. This paper is concerned with all these levels. It is not concerned with individual enterprises which exist within certain destinations. As noted below, there appears to be adequate analysis of tourism satisfaction at the individual enterprise level. What is missing is a broader view that looks at the way tourists respond to the totality of their experiences in a particular destination irrespective of the particular activities that they engage in. I am going to provide an explanation of the Lebanese tourism economy because this market is the model that this dissertation uses as the benchmark for testing Iso-Ahola’s motivational theory. I have chosen this country due to its reputation of being the jewel of the Middle East and one of the most desired destinations in the region. The understanding of the characteristics of this market will play a critical role in laying the foundations for the research and would allow to increase the integrity and reliability of this research. Moreover, the market is highly concentrated and the geographic area is small; this aspect would play a paramount role in diminishing sources of error; and in case of their occurrence it would be easier to isolate and rectify. In addition, being my home country; I view studying this market as a personal passion which would allow me to present with a high â€Å"motivational† level. I will start by providing a review of the state of Lebanese tourism and highlight the trends, review precious research findings, and pinpoint the market characteristics. Tourism in the Lebanese Economy Over the last decade the tourism industry has emerged as a significant sector of the Lebanese economy generating approximately $5 billion in income, employing 1 in 9 Lebanese and contributing about $1.5 billion in export earnings. While approximately 55% of tourism activity involves domestic travel, the fastest growing sector is in-bound travel. This has been increasing significantly over the last decade with Lebanon receiving 1.1 million visits in 2004. Despite the recent downturn in the economies of major source countries, and the unstable political landscape visitor arrivals to Lebanon are expected to grow at an average annual rate of between 5.7 and 7.8 per cent to reach between 1.4 and 1.7 million visitors in 2010. Being a relatively new industry characterized by growth, the focus has been on marketing, visitor numbers, and length of stay, expenditure patterns and other measures of consumption. As the industry has begun to mature in the last five or so years; there has been an increasing interest in such things as quality of service, accreditation procedures, and measurement of client satisfaction. The issues discussed in this paper should be seen as part of this maturation process in which the industry is looking to achieve long-term sustainable growth that generates benefits for the industry, the clients and the community as a whole. Methodology of Research Collecting data in marketing research often involves several different strategies, such as interviewing and analyzing documents (Merriam, 1998). Using multiple sources of information is useful in our research since we have doubts that a single source of information will provide a complete and comprehensive understanding of the research problem, so in our research we use multiple sources of information. Basically, there are two forms of data: primary and secondary data. While writing the dissertation, I will use several different sources when collecting data in order to increase the validity of the collected data. Secondary data is the data that has been previously collected and published. The secondary data used in the beginning of our research, originated from various sources. In the preparatory period, we have started by studying literature related to relationship tourism marketing, tourism buying and motivational behavior and motivational marketing concepts in order to get deeper insight into and understanding of the researched area. The other sources used for collection of our secondary data were: newspaper and magazine articles, course materials, on-line sources (Internet databases) and tourism companies’ materials (internal and external). The methodology used for primary research will be depicted at greater length in the third chapter. Current Measurement of Tourist’s Satisfaction Levels Despite the large body of literature available on satisfaction research in general, only a few academic studies have focused directly on customer satisfaction amongst tourists. Of these, an even more limited number have been undertaken in Lebanon. The major studies include Fick and Ritchie (1991), Reisinger and Waryszak (1994), Arnold and Price (1993), Crompton and Love (1995), Geva and Goldman (1991), Maddox (1985) and Ryan (1995). Because of the limited material available in the academic literature, a preliminary survey of organizations that may have investigated tourist satisfaction was undertaken. Given the broad focus of the paper and the limited space, no attempt was made to look at individual tourism enterprises measuring the satisfaction level of clients as part of their on-going quality assurance program. The most common example of this is the questionnaire that is left in individual hotel rooms. These vary from single response questions to sophisticated instruments designed to elicit quite detailed responses from guests. Most of these are diagnostic in the sense that they are aimed at identifying specific measures that can be taken to improve the service. Some specifically enquire about customer’s perceptions of the service’s value for money. In some instances, particularly amongst 5 star hotel chains, these are used for benchmarking or as performance indicators. Because of this decision to exclude individual enterprises, the preliminary survey focused on the following organizations: Academic departments of Lebanese universities State tourist offices Non-government tourist industry organizations and associations The search found a range of studies has been completed most of which are primarily data-gathering research exercises rather than conceptual studies. The prime studies are described in appendix I. It is clear that some work has been done in this area by a smattering of agencies each of which approaches it from a quite different perspective. Despite acknowledgement of the potential value of the data, current efforts are not coordinated resulting in a lack of comparability that makes it impossible to identify trends and monitor changes in a systematic fashion. More importantly, the diversity of approaches demonstrates a need for substantial conceptual work on the nature of tourist satisfaction in general and the measurement of tourist satisfaction with destinations in particular. What is required is further exploration into the application of concepts and ideas drawn from the broader consumer literature to the specific challenge of measuring the satisfaction of tourists with particular destinations. This may require a quite different approach to that adopted for other services. Why measure satisfaction at the level of the destination? There are a number of reasons why it would be appropriate to look at extending the measurement of tourist satisfaction to the more global level of the tourist destination. It is critical to understand the underlying motivational factors in order to be able to get a clearer barometer for the measurement of satisfaction of tourists. Without pre-empting the nature of this measurement, these reasons include: Millions of dollars are spent each year on destination marketing by national and state tourism offices, airlines and regional tourism bodies. This includes detailed surveys of potential markets as well as extensive advertising and promotional campaigns in source countries. While there is considerable research into the impact of the promotional effort through awareness studies, tracking studies, etc, these all concentrate on the inputs (i.e. has the campaign reached its target audience?). What is missing is an understanding of the client’s reaction to the product offering, in particularly whether it meets the needs of the target market. This would become an integral part of the understanding what the market(s) is/are seeking. Peak organizations in the tourism industry recognize the need to encourage both new and repeat business. The latter can best be achieved by ensuring that our current offerings are satisfying the needs, expectations and desires of current tourists and their propensity to recommend the destination to others. The measure could become a barometer of the ‘health’ of the industry for strategic planning purposes. The tourism industry itself is grappling with the issue of service quality and recognizes that this is the key to long term success. At present its focus is on establishing accreditation mechanisms to ensure that individual firms conform to appropriate standards. Monitoring tourists’ satisfaction at the more global level would provide a valuable framework for this and enable comparison between the efforts of the individual enterprise and those of the industry as a whole. Government agencies are now recognizing the value of assessing the success of their programs in terms of outcomes rather than inputs. As Lebanese government agencies move in this direction the need for the systematic collection of the type of data proposed will increase. In the case of tourism, this is particularly relevant to national, state and regional tourism development bodies responsible for destination marketing. Using the level of satisfaction experienced by visitors to their destination as a measure of success would transfer the focus away from the efforts of the organization towards their achievements. Governments of all persuasions are looking critically at their financial commitments and questioning whether they should continue the traditionally high level of support. If the industry can demonstrate a relationship between the level of support and the satisfaction of visitors to their destination then the argument for continued support would be strengthened greatly. This would complement other measures such as visitor numbers, expenditure, etc. With an appropriate measurement instrument it could be possible for individual sectors of the industry to be compared with other sectors. In an industry where the success of the whole depends on the contribution of each part, this information will help to identify those sectors that need to improve. Recent developments in consumer protection have extended into the area of satisfaction. The 1993 European Union Directive on Travel has required member states to implement laws giving tourists the right to obtain compensation from packaged tour operators in the event that they are ‘dissatisfied’ with their holiday. This applies in all destinations, including Lebanon. The results of the proposed survey will help to focus the attention of the industry on this issue and provide data on how the industry is going and what needs to be improved. Perspectives on Measuring Tourists’ Satisfaction with a Destination Measuring tourists’ satisfaction with a destination is conceptually different from measuring satisfaction at the transaction specific level. Moreover, it is contended that while satisfaction at the destination level is influenced by the various transactions that occur at that destination, an individual’s level of satisfaction is influenced by much broader, global factors, some of which are beyond the capacity of the tourism industry to affect. The purpose of this section is to outline some ideas that should be taken into account when developing a method to measure satisfaction at this relatively abstract level. Johnson, Anderson et al., (1995) have distinguished between two different general conceptualizations of satisfaction: transaction-specific satisfaction and cumulative satisfaction. The former is concerned with â€Å"satisfaction as an individual, transaction-specific measure or evaluation of a particular product or service experience† (Johnson, Anderson et al. 1995). Cumulative satisfaction, on the other hand, is â€Å"a cumulative, abstract construct that describes customer’s total consumption experience with a product or service† (Johnson, Anderson et al., 1995). As a customer’s overall evaluation of the purchase or consumption experience, cumulative satisfaction is the most relevant conceptualization when the focus is on the tourist’s evaluation of their overall experience at a destination. This is sometimes referred to as market-level satisfaction. The literature suggests that satisfaction measurement must be treated differently at these two levels of abstraction. Moreover, when considering consumer satisfaction with their consumption experiences, a major distinction has been made between the consumption of goods and services (Lovelock, 1991). Measures of satisfaction are not the same for these different consumption experiences, largely because of the role of the consumer in the service encounter. It could also be argued that tourism is a ‘special’ service in that, like recreation or education, it is largely self-produced (Williams, 1988). The individual plays a central role in determining the experiences achieved and the benefits derived. The ‘special’ nature of tourism can be understood by adopting the behavioral perspective first developed within the recreation and leisure literature. This literature demonstrates the value of perceiving recreation as activity that creates experiences which, in turn, result in benefits for the individual (Driver and Tocher, 1970; Mannel and Iso-Ahola, 1987). This created a focus on the factors which determine the quality of those experiences and the benefits derived. Measurement of satisfaction has therefore involved an assessment of whether the experiences have resulted in the desired benefits sought by the individual. In his seminal paper (Wagar 1966) suggested that the quality of recreation experience depends upon how well desired outcomes are realized. Satisfaction is therefore more a function of the needs and interests of the individual than the attributes and characteristics of the service provided. These ideas have gradually become the basis of the conceptualization of the tourist experience and informed much of the work about tourist motivations and expectations (Crompton and Love, 1995; Ryan, 1995). Therefore tourist experiences can be regarded as the result of an active endeavor by the individual to create a situation in which to achieve satisfaction. It is this active involvement of the individual in the creation of his or her personal experiences that needs to be acknowledged. In a similar vein, the early recreation literature also recognized the implications of this approach for the assessment of recreation service quality. It was recognized that â€Å"the quality of the experiences can be influenced by input factors provided by managers . . . but to a considerable extent the quality of experiences depends upon choices made by recreationists and how they use the many factors of production† (Brown, 1988: 413). In other words, the satisfaction levels experienced by recreationists are recognized as being a function of a number of different variables including those brought by the recreationist him/herself which are beyond the influence of the service provider. Drawing on the consumer literature, it is too easy to assume that the outcomes of the tourist activity are solely the creation of the tourist operators/industry. However, it is perhaps more enlightening to adopt a ‘transactional perspective’ outlined in the recreation literature. Here, the tourist â€Å"actively creates the recreation(tourist) experience, through a transaction with the physical and social setting, including what the recreationist (tourist) brings to the process in terms of history, perceptions, companions, skills, equipment, identities, hopes and dreams† (Williams, 1988). With this perspective, more emphasis is placed on the behavior of the individual and their role in creating the experience. Not all the responsibility for creating high levels of satisfaction rests with the service deliverer. With this in mind, (Crompton and Love, 1995) make a distinction between quality of opportunity and quality of experience. â€Å"Quality of opportunity is defined as qualities of the attributes of a service that are under the control of a supplier. Evaluation is concerned with judgments about the performance of the leisure opportunity supplier. . . . In contrast, quality of experience involves not only the attributes provided by a supplier, but also attributes brought to the opportunity by the visitor or recreationist. . Quality of experience is a psychological outcome or emotional response. . Satisfaction is measured by how well leisure activities are perceived to fulfill the basic needs and motives that stimulated the idea to participate in the activity (Crompton and Love, 1995:12)†. When the objective is to measure satisfaction with a holiday in a particular destination, it will be important to note this distinction and ensure that both aspects are included in the assessment. We have been reasonably good at assessing tourists’ perceptions of the quality of opportunity but largely ignored the question of quality of experience. A further perspective that could be of relevance here is that of Herzberg (1966). While his work mainly focused on the workplace, his theory of motivation has relevance to the expenditure of discretionary time such as going on a holiday. Herzberg (1966) suggests that all aspects of an experience can be classified as either a motivational or a hygienic factor. Motivational factors are those that positively encourage people to do something. For example, a desire to make new friends may motivate people to go on an organized tour rather than travel alone. On the other hand, hygienic factors are those things which would not encourage one to travel, but their absence would discourage such travel. A good example is the availability of clean drinking water. Having this available is unlikely to motivate someone to travel, while its absence could cause someone to not choose a particular destination. According to Roger James Associates (1996) â€Å"the absence of motivational factors does not lead to ‘dissatisfaction’ but rather to ‘unsatisfaction’ a sense of emptiness rather than a sense of anger or disappointment. On the other hand, the absence of a hygienic factor will lead to dissatisfaction. The presence of such a factor will not lead to ‘satisfaction’ but rather to ‘satisficing’, that is, a passive (albeit benign) feeling† (Roger James Associates, 1996 : 34). If we adopt this framework it could be suggested that we have tended to focus on the hygienic factors which are represented by the measurement of how well the services (hotels, airports, travel companies, etc) are provided. These are important because without these being done well, the customer would be very dissatisfied. However, we have not also measured the motivational factors. These are akin to the experience factors how well the destination facilitates the satisfaction of personal needs. The best way of ensuring that we are providing this is to understand the client’s needs, etc and to develop product that is relevant to these. In turn, this is linked to the benefits to be derived from the experience thus creating satisfaction. The work by Arnold and Price (1993) confirms the role that needs and desires play in the consumer’s evaluation of a particular experience. They present very clear evidence that the satisfaction of participants in this recreational (or possibly tourist?) activity is related to the extent to which the experience enhances their individual cultural script and are â€Å"interpreted within the broader narrative context of the consumer’s life† (Arnould and Price, 1993). They suggest that â€Å"satisfaction with river rafting . . . does not seem to be embodied in attributes of the experience such as amounts of time spent freezing in wet clothes, uncomfortable toilet facilities, bad food or any summary index of specific attributes of the trip† (Arnould and Price, 1993). These general thoughts appear to be in line with the fundamentals of the marketing concept most commonly described as â€Å"satisfying the needs and desires of the consumer† (Keith, 1960 :38) and the whole notion of benefit segmentation which suggests that purchases are selected on the basis of the benefits derived by consumers (Haley, 1968). It is also consistent with the recent work of Spreng and his associates which emphasizes the role that desires, as opposed to expectations, plays in determining satisfaction within the disconfirmation framework (Spreng, Mackenzie et al., 1996). Proposed Path Space does not permit an exhaustive examination of the extensive literature outlining the various models used as the basis for measuring customer satisfaction and gauging the behavioral aspects (see Parasuraman, Zeithaml et al., 1994). However, a review of this literature has uncovered a model that could be developed to provide a satisfactory method of evaluating tourists’ satisfaction at the level of the destination and their motivational map. This model has been developed by Iso-Ahola and has become the basis of extensive work at the national and international level. The index provided by the Iso-Ahola model provides a cumulative evaluation of a sector’s market offering coupled with individual evaluation of a specific transaction. Called the ‘Customer Satisfaction Index/Barometer’, it has been introduced in: Sweden, Germany and the United States of America (Fornell, Johnson et al, 1996). Taiwan and New Zealand are also in the process of introducing a similar national satisfaction indicator. While much work still needs to be done, the framework provided by Iso-Ahola model provides a good starting point. It should be possible to make the necessary changes required to produce a useful index that will contribute to the on-going development of this important industry. Chapter II Literature Review It is imperative to start with a review of literature that addressed motivation in the travel and tourism industry. By adopting this approach we will be able to present a much more comprehensive and inclusive approach to understanding the theories of motivation in the travel and tourism industry; and thus, we will be able to lay the foundations of clear parameters that can help scholars and decision makers measure the satisfaction of tourists and the underlying motivational factors. This part of the paper is dedicated to reviewing the literature that currently assesses the main theories of motivation. These theories span across a wide spectrum; therefore we will tackle the various theories of travel motivation in the first part and then we will focus our discussions on Iso-Ahola’s motivational theory. The main theories of travel motivation Knowledge of peoples travel motivations and its association with destination selection plays a critical role in predicting future travel patterns. The essay talks about the various theories propounded by the theorists and analyses their practical benefits for the tourism industry. Tourist motivation can be defined as the global integrating network of biological and cultural forces which gives value and direction to travel choices, behavior and experience. (Pearce, Morrison Rutledge, 1998) as cited by Allan R. Rhodes Espinoza. According to Seaton (1997) motivation is a state of arousal of a drive or need which impels people to activity in pursuit of goals. Once the goals have been achieved the need subsides and the individual returns to the equilibrium-but only briefly because new motives arise as the last one is satisfied. Krippendorf (1987), as cited in Seaton (1997) suggests that the motivation of the individual person to travel, to look outside for what he cannot find inside have been largely created by society and shaped by everyday life. People who live in cities, for example, are motivated to travel as tourists to wilderness areas because they need to escape from an artificial, monotonous environment. (Dann Matley, 1976) as cited in Mansfeld 1992). Grays travel-motivation theory, as noted by Mansfeld (1992), gives us two motives about why people go to natural settings. The first motive is the desire to go from a known to an unknown place, called in Grays theory wanderlust. Secondly, a place which can provide the traveler with specific facilities that do not exist in his or her own place of residence, referred in Grays theory as sun lust (Mansfeld, 1992). It is a common practice to consider traveler or tourist types as potential market segments for travel and tourism marketing (Smith, 1989 as cited in Theobald, 1996).Some of the motives which determine their travel choices are recreation, pleasure, new experiences, cultural interest, shopping. Any reader of literature of tourism motivation cannot help being struck by the similarity in findings by many researchers. The adjectives and categorizations of tourists based upon motivations may differ in number, but recurrent themes emerge. For example the need to escape from everyday surroundings for the purpose of relaxation, and discovering new things, places and people are often alluded to. According to Crompton (1979), as cited in Bello Etzel (1985), the need for relaxation, exploration, social interaction and enhancement of kinship relationships act as dominant push motives in the vacation decision. Reversely, pull motives are aroused by the destination and include factors like scenic attractions, historical sites. Push factors are thought to establish the desire for travel and pull factors are thought to explain actual destination choice. Seaton (1997) suggests that the push factors include avoidance of work, cultural/social pressures at home. The pull factors include seeking leisure /play, freedom and escape. Maslow (1943) identified two motivational types: tension-reducing motives; arousal-seeking motives. According to Maslow, there are five needs forming a hierarchy, progressing from the lower to the higher needs. Maslow argued that if the lower needs [physiological {hunger, thirst, rest}, safety {security}, belonging and love {affection, giving and receiving love}] are fulfilled the individual would be motivated by needs of the next level of the hierarchy [esteem {self-esteem and esteem for others}, self-actualization {personal self-fulfillment}]. Cooper et al(2005) criticizes Maslows theory saying that why and how Maslow selected the basic five needs remain unclear, although Page(2003) feels that it has relevance in understanding how human action is understandable and predictable compared to research which argues that human behavior is essentially irrational and unpredictable. Cooper et al (2005) also questions the arrangement of the needs. Though Cooper et al (2005) criticizes much about Maslows theory, he feels that tourism industry has borrowed a lot from Maslow because he provides a convenient set of containers that can be relatively labeled. Hudman (1980) as cited in Davidson and Maitland (1997) argue that Maslows (1943) hierarchy of needs provides a useful framework for understanding psychological motivational factors in tourism. Thus, for example, although the apparent purpose of a trip may be to visit friends and relatives, the underlying psychological motivation may be a need for belonging