My Management Research Record is aimed at analysing the tourism sector of Mauritius and how it's been evolved through the years to attract foreign expatriates. As travel and leisure is one of the speediest growing industry on the globe, people are willing to travel to different parts of the world to see the various culture and occurrences which they find interesting. Thus travel and leisure nowadays have been progressed to cater all the different masses of the public. The research survey also shows the many development procedures executed by the federal government to attract more vacationers to the island as tourism is one the key pillar of the Mauritius economy. The report discusses the breakthrough of the island, its advancement process whereby Mauritius was occupied by Portuguese, Dutch, People from france, British and lastly gained freedom. The Survey also talks about the travel facilities, promotional activities, ethnical delicacies and festivities, Primary landmarks and destinations. In addition, it discuses different type of tour packages designed for beach holiday manufacturers to adventurous holiday seasons designers. It shows the way the Mauritian social, economy, political, technological field has benefited by the tourism sector. Advancements that are made to convert the low-income holiday destination to one the world's best vacationer brands. Mauritius is growing as world class business and bank sector. It is now regarded as the hub for the financial deal and known as Singapore of the West.
The research shows how the tourism Industry has influenced the social, scientific, economics, ecology and political facet of Mauritius. The 7Ps marketing strategies like Product, Price, Place, People, Process, Campaign, and Physical Information applied to enhance the tourism sector. The study also analyses the factors like international competition, Tough economy, climatic change, notion of luxury, middle class population, demographic change, technical change, security, health aspects, that influences the tourism industry.
Keywords: Maslow's theory of Desire, Online marketing strategy, Infrastructure, Communication
Introduction of travel and leisure industry in Mauritius
My Management Research Article is based how Travel and leisure Industry has backed Mauritius by elevating the development into infrastructure and the development (overall economy) of the whole island. Also which should be improved way more that to give the island more potential principles and suitable for the populace as well as the travellers. Mauritius is known as Paradise Island by tourists and is situated in the South West of Indian Sea. Mauritius would depend on sugar development since its self-reliance in 1968. Mauritius' current economic climate would depend on important pillars of financial services, business process outsourcing (e. g- textiles), travel and leisure & Information Technology. Mauritius is among the finest Africa's considerable sugar exporters to Europe, and most of its refined glucose is exported to the EU. Mauritius is a parliamentary Republic and a member of the United Nations, Southern African development Community, the normal Market for Eastern and Southern Africa, the African union, La Francophonie and the commonwealth. The island placed as an upper-middle income current economic climate, it's been positioned as the best governed country in all of Africa. It's the only African country with "full" democracy. The archipelago is ranked the 7th best vacation spot in Africa.
Discovery of the Island
Mauritius is surrounded by beautiful blue or turquoise crystal seas and white sandy beach locations. The word 'Paradise Island' identified its beauty in mother nature (Eco travel and leisure parks, volcanoes, etc. . . ). The island's populace is composed of several ethnicities, including Indian, African, Chinese and French. The primary spoken languages are Mauritian Creol, People from france and English. Asian dialects also form area of the linguistic mosaic of the island. Many hotel staffs are fluent in German, Italian and Spanish. Because of others countries, Mauritius too has its own history which designated the island as well as the population, with history of sailors who frequented the island in the early past by Portuguese in 1507. Then continue furthermore with Western european. . In 1598 by Dutch who arrived in Grand Port and known as the island 'Mauritius'. In 1735 arrived the French - governor Mah de La Bourdonnais constructed a few of the famous structures which are still standing till today and are site touristic for visitors. After French emerged the Uk. The famous bird the 'dodo' which was extinct but nonetheless live in our memories till now.
The progression that had occurred throughout the years
In the early 1970, it was an exclusive destination with only a few air carriers servicing it. To attract tourists, the federal government created a national air travel, for increasing capacity to and from traditional markets (UK, France) stretching gradually its network so as to reach new vacationer markets.
In 1971, The hotel School was created to sustain expansion of the Travel and leisure and Hospitality Industry by providing skilled labour for the several functional parts of hotels, tour providers.
Then, in the 1980s, the federal government attracted international hotel groupings such as South African Sunshine International and well renowned product labels such as Meridien etc to position Mauritius as an upmarket vacation spot focusing on sea and sand. The marketing focused on opinion market leaders and cinema actors who were asked to stay in Mauritius, street shows were organised by the then Mauritius Administration Tourist Organisation.
The liberalisation of air access in the years 2000, enticed a number of carriers in order to match increasing number of hotels and rooms. The go up in bungalows and small hotels coupled with the location of new air carriers such as Virgin or French Corsair captivated new waves of holidaymakers, more downmarket and with lower throw-away income. Within the years 2000, several inexperienced ideas such as Casela, La Vanille Crocodile Area etc. were launched for environment mindful market portion.
As from 2009, with the economic recession in European countries, the original market, Mauritius tried out to explore new rising markets such as China. As China is a massive wealthy country, it can maintain Mauritius beneficial by growing its economic. Alternatively, Chinese language compensate with funding erection and infrastructure proposition has been a grateful relief, even when it has been attached to the use of Chinese language Labour and inputs.
In 2010, despite having a critical budgeting Mauritius has faced to get over and with its big stunned the travellers have been increasing. It really is a good performance for the island even if tough economy has popped up.
Whereas in 2011, Mauritius hopes to lift Tourism markets outside Europe.
In 2012, Mauritius Travel and leisure Sector is targeting on emerging market segments and found India as an initial school source market. The strategy is to penetrating the Indian market and give attention to the exploit of MICE and Wedding Sections. The Indian Travel trade to advertise and to sell Mauritius as a MICE destination. According to the Minister of Tourism & Leisure 'Mr Michael Yeung Sik Yuen', their requirements are to create Mauritius as a higher level standard of luxury and accommodation, travel, conferences and conference preparations, host team building activities, etc. As well as promoting Mauritius as a Golfing and Wellness Tourism destination. "India is rated the 6th biggest market for Mauritius and the united states signed up 53, 955 Indian arrivals last year. Travel trade is essential to grow up travel and leisure to Mauritius.
As the island was battling to Economic improvement and it noticed improvement of the means of communication and a continuous upgrading of infrastructure. Telecommunication in Mauritius are accessible with internet facilities to 1 country or even to another. Nowadays, the globe has been changing and the island too has been thrived for an improved future for the population with the inbound of tourism. Traveler Industry has brought lot of encouragement to the environment of the island. This assist in maintenance and restoration of new infrastructure and engineering of new structures. With Holiday Industry, the island has a great deal of potential activities such as development great deal of hotels around. Federal government has given them great deal of opportunities, so with new erection of new hotels vacationers can enjoy themselves with luxury spas, excursions. Mauritius has been developed due to the arrivals of travellers to the island. Towards a quality travel and leisure in Mauritius, AHRIM (Connection des Hteliers et Restaurateurs de l'le Maurice) launched in 1973 and it is a non-profitable organisation and their people have 85% hotels sector which are ready to welcome tourists every day. Perfect quality handles good customer service, it is prior in virtually any organisation. On the other hand, Segmentation is vital and support the selling of the vacation spot. Segmentation is divided into 4 groups of market which are:-
Demographic - By retailing the vacation spot, Mauritius need to target different types of customers with their age, types of family leisure by setting its products on the marketplace.
Geographic - Travelers will discover the stunning green paradise by staying in harmony with characteristics.
Psychographic - Mauritius is a heaven island and using its multicultural people, travelers will have opportunities to discover the lifestyle, ethnicities, different kinds of delightful food and the as their beliefs.
Behavioural - Visitors will have the chance to learn the typical Sga dance and also the knowledge and attitudes of the local people. Even that they can organise some special occasion such as wedding with different social types of wedding. Because of the splendid climate in Mauritius, visitors can enjoy their break in the action times and honeymoon.
Transports in Mauritius
Tourism sector in Mauritius, Air Mauritius is a good company that seeks to acquire expected demand of its customers. With Air Mauritius Fleet, visiting is more easier for the travellers. The business is the fourth largest carrier in Sub-Saharan Africa. Travel and leisure is one of the main elements for the foreign currency, with expected earnings to go up up. Mauritius organized to grow its airport and its own target is to support 4 million people a year. Carry in Mauritius has increased plus some buses have air con where can feel very comfortable. The issues that they acquired are traffics, to resolve out with it can be by examples wire car or teach like before. With too much transportation around it isn't good for the population and the travellers due to air pollution. The difficulties that Mauritius will face if Air Mauritius do not find a way to provide more routes it'll be crucial for the tourism industry. By comparing Mauritius to its other rivals, it has risen up since 2007. Otherwise it must be on its guard as according to the rate of ratio Sri Lanka is on the road to overtake Mauritius.
How to market Mauritius?
The Mauritius Travel and leisure Promotion Specialist (MTPA) plays a crucial role in the island by finding answers to advertise the island abroad as tourist destination. The aims of (MTPA) is to obtained the target by advising to the minister how to promote the island to the holidaymakers by build-up campaigns and taking part in tourism fairs. This step will initiate the necessary to the other travel and leisure businesses to collaborate by providing more info on the facilities, infrastructures and services open to them in Mauritius. Their duties are to do market tourism research on the trends and opportunities, so that to relevant statistical data on Mauritius. In 2010 2010, Mauritius was awarded as Best Stand - FITUR, Indian Ocean's Leading Vacation spot - World Travel Prize, Indian Ocean's Leading Beach Destination - World Travel Prize and finally in 2011 was granted World's Leading Island Destination - World Travel Prize.
MICE touches the center of Mauritius
Brand and marketing are two aspects of armour for Mauritius. They entertain the key of success of the tourism industry. According for (MICE) - Mauritius is the Indian Ocean's Leading Light. Mauritius accommodation has a great aspirational vacation spot by offering a diverse mixture of hotels with strong luxury aim for. In 2008, the Four Periods Holiday resort and Spa at Anahita and The Grand Mauritian were launched and which developed part of Starwood's Luxury Collection. In '09 2009, the International Mauritius Holiday resort Balaclava fort has been set up. This presents of high portrait of luxury hotel brands. Mauritius is pleasing as a high-end destination and offering genuine value for money. When comparing with the other Indian Sea destinations, Mauritius has a enormously superior conference offering. The island's capital which is Port Louis, boasts the extensive goal built convention centre in the Indian Ocean - the Swami Vivekanada International Convention Centre, which includes hosted a number of blue-chip companies and can hold 20 to 5, 000 delegates. Other venues are the International Conference Centre in Grand Baie (up to 600) and the Freeport Exhibition Centre in Mer Rouge (up to at least one 1, 000). A lot of Mauritius' hotels likewise have the competence to procure for up to 800 delegates.
The archipelago do not consist only of mountains, forests, beautiful sandy beaches, culture, history and hospitality but also has a huge potential credited to MICE segmentation. Mauritius acquires all the secret key ingredients that are referred for the successful meetings, incentives, conferences and events. Mauritius offers a huge excellent of accommodation with best-known quality and luxury hotel brands.
Through the Cultural Cuisine
Mauritius food is of exceptional quality with types of flavours and aromas inherited from different settlers through the island's history. The cuisine of Mauritius is mainly affected by Creole, Chinese language, European and Indian people. Mauritius is greatly affected and has strong ties with the French culture, the delicacies like tuna salad, la daube, coq au vin, bouillion and the dessert are largely popular. During the 19th century the Indian personnel who had settled in Mauritius brought their own unique flavours. Largely the delicacies from north and south India like curry, chutneys, rougaille, pickles are popular. With the entrance of the Chinese migrants by the end of the 19th hundred years, brought the Chinese cuisine like noodles, springtime roll etc. Typically all the hotels and restaurants throughout the island offers different cuisine like Creole, Chinese language, Indian, Western european etc to provide one of the best possible exceptional platter to the vacationer.
Motivation of the Island
The Motivation to build up the island into major tactical travel and leisure sector was probably achieved because of the fact that we now have no major industrial revolution taking place. Mauritius is primarily an agriculture established country where in fact the migrant from various areas of the world arrived to resolved down there. The development and successful execution of the Tourism sector in Mauritius can be certified with the motivational theory of Abraham H. Maslow. Regarding to Maslow, ''Only the unsatisfied needs are leading way to obtain motivations. ''
(Maslow, 1954)
Maslow suggested that there are 5 needs systems that take into account the majority of our behaviour. They may be:
Survival
Safety or Security
Sense of Belonging
Ego-status
Self-actualization
(Courtesy : http://www. businessballs. com/maslow. htm)
Improvements made in Tourism Sector
As Tourism is an important contributor to financial expansion of the Mauritian Island, Internal and Exterior factors greatly influence the success of the Travel and leisure industry.
Infrastructure
Significant improvements has been made in producing the infrastructure for the Mauritian Tourism Industry. Improvements in the following areas has been made to attract traveler from different parts of the entire world.
Airports : The infrastructure at the international airports have been improved to supply the tourist with straight forward and quick services. The consistency of the flights has been increased by allowing national and international air travel carriers to provide the air travel service from Mauritius to various areas of the world. The primary Airline carrier providing the journey services to the vacationer are EpyptAir, Air Mauritius, Lufthansa, South African Airways, Emirates etc. . . The following graph implies that the introduction of the tourist has increased in the last decade.
(Courtesy: http://www. tradingeconomics. com/mauritius/international-tourism-number-of-arrivals-wb-data. html)
Hotels: Excellent world class Hotel experience has been provided to the holiday to experience the island heaven. Mainly all the hotels in Mauritius provide different level of luxury to provide the budget of vacationer. Wide variety of hotel from world class villas, six/five superstar hotels to cheap accommodation is being wanted to the vacationer depending on their budget experience. The hotels also offers different deals like honeymoon offers, targeted destination offers, early arranging offers, long stay offers to draw in the tourist to remain for longer time frame. According to Dark brown ''Increased length of stay in Mauritius between 1983 and 1997 coincided with an elevated in visitor satisfaction levels''
(Brown, 1987)
The occupational rates of the hotel is between 70-80% over summer and winter. From your graph we can easily see the peak durations are from Mid Dec to Mid January.
(Courtesy : http://www. tropicscope. com/mauritius_information/mauritius_hotels. php)
According to Lockhard and Chandra, '' Long-haul and short-haul traveler generating marketplaces have different length of stay. ''
(Lockhard/Chandra, 1997)
Attractions :Mauritius is primarily a holiday destination for beach-resort visitor. It possesses a wide range of natural and man-made sights. Mauritius relishes a sub-tropical environment with crystal clear blue seashores, tropical fauna and flora complemented by multi-ethnic inhabitants. The people of Mauritius are friendly and inviting. The Main Landmarks are:
Le Morne Cultural Scenery: UNESCO WORLD History SITE
Aapravasi Ghat: UNESCO WORLD Traditions SITE
The Second Oldest Auto racing Club in the World
The Third Country on earth to Introduce Golf to its Shores
Since Mauritius is an island it provides excellent water activities for the exciting travelers. As the island is famous for its idyllic blue sea drinking water activities such as dolphin-watching, sea kayaking, deep-sea angling, kite surfing, blue safari submarine are extremely popular among the tourists.
Marketing Strategy
Based on the demographic information provided by the Ministry of Mauritius, different marketing strategies are planned to appeal to the traveler to the island country. Marketing strategies are manufactured for the nationwide and international traveler. For the nationwide holiday day-trippers in the local magazines or on radio are provided by giving special and festivities special discounts to keep the national travellers interested. For holidaymakers from outside travel and leisure brochures, online information are provided by different internet sites. Technology is a tremendous boon to build awareness among the international tourist by providing information online. There are many sites like http://www. tourism-mauritius. mu that permit the international holiday to plan their getaway and their entire itinerary from the luxury of their homes. There are several sites that allow the tourists to customize their vacation spot Marketing is performed through conventions, offers, experience. Effective marketing strategies play an important part to supply the do it again value for the tourist.
Marketing strategy is devised based on :
Product : Here the product is the island itself. Different places of interest, athletics and festivities can be highlighted to attract the tourist. It really is within the survey conducted by the Mauritian Authorities that visitor flock to the island region through the month of December and January as the island loves excellent climate during these period as well as festivities also help the visitors to flock to the area.
Price : Financing plays an important role. Different bundle travels are devised to market the travel and leisure industry. Based on the survey, it is well known fact there keeps growing number of middle class tourist which come to go to the island land. Tours that caters to tourist of all the pocket size from top notch international holidaymakers to exciting back-packers travel to the island region to enjoy the climatic atmosphere of Mauritius.
Place : Mauritius is full of landmark places. Different parts has its significance. Northern shoreline of island is the most developed part in the modern times. It offers good restaurants and discotheques. It contains some of wonderful sights like the red-roofed cathedral that overlooks the lagoons at Cap Malheurex. The southern coast of the island provides different landscaping than the others part of the island. It includes high cliffs that are battered by waves of the ocean. They are created where in fact the defensive coral reefs comes away on the seabed. The east coast of the island is known as the jewel in the Mauritius' crown. It is comprised of beautiful coves and emerald lagoons. It contains some of the best beaches like Belle Mare. It is an idyllic place for the holidaymaker. The western coast of the island is well known for the dolphins which come to these waters to break and breed. It really is ideal place for dolphin-watching. The inlands also known as 'highlands' involves four major town like Quatre Bornes, Curepipe, Rose Hill, Vacoas.
Promotion : Mauritius has a fantastic promotional activities devised by the private and public sector. Based on the review, the promotional budget has increased in the recent years. Based on the demographic survey the primary promotional activities are completed by brochures, mails, messages, online promotions, printing media advertisement, local radio announcements. For the international travelers the e-mail and internet marketing works more effectively and create a lot of interest. Recently more income is produced through online promotional activities as people think it is much easier to use technology to get connected across the world. Also, Promotional activities like special discounts, spiritual festivities discounts, honeymoon vacation discounts are organized to counter the off-peak times to entice more inland visitor. Based on the review, internet is the key source to obtain the travel information as well concerning promote the tourism sector.
People : Folks are main pillars in the travel and leisure sector. Holiday are like Gods, who keep carefully the finance move in the traveler industry. Folks are main source from providing the service to acknowledging the services. People form the team that delivers the services involved with hotels, recreations, transportation etc, without whom the holiday industry will be crippled. People be able to achieve the goals establish by the visitor sector.
Process : Though Place, People, Price and Campaign are four main area of the marketing strategy, they are tied together to form a process. It is used to provide regularity to the strategy. The effectiveness of the process is assessed by how well the marketing strategy is received by the customers. It provides an prepared way about how to cope with the clients when they come in, that they are welcomed and how well they can be looked after by giving proper communication channel. Steps are taken to provide quick and effective service to the clients. It defines how the steps to be taken so the customers come again and again thus making the goodwill for the tourism sector.
Physical Evidence : It provides a way to interact with the customers straight through the method of feedback form, surveys to go over about the necessity and the acceptable level. It is a means to collect the info from the clients, so necessary changes or amendments can be produced to suit the customers. It adds value to the travel and leisure industry as it is totally people centric industry, therefore the satisfaction of the visitor is of outmost importance.
Factors impacting the Tourism
As in virtually any industry there are certain factors that continues on changing and the organization must make effective changes to the industry. According to marketing research Tourism industry in Mauritius will be influenced by the next factors in future.
Climatic change : Because of Climatic changes, the tourism sector of Mauritius can be adversly influenced. Tourism is one of the major industry that brings foreign currency income to the country. Due to increasing in the sea levels the seaside regions of Mauritius, where majority of hotels can be found where the tourists can enjoy the aquatic entertainment can be adversely affected. To counter these problems, inland tourism entertainment should be produced.
International competition : Intense international competition has turned into a major problem for the insurance policy makers and investors in the travel and leisure industries. Travel and leisure industry is rolling out to become a pillar of the Mauritian current economic climate. But other countries like Seychelles, Maldives, Srilanka are finding and catching up with your competition. As Mauritius is known as the 'Culture Land', new online marketing strategy and insurance policy should be developed to promote culture as the major role in Mauritius Tourism Industry. According to Porter, ''The lifestyle of competition is a required precondition for business strategy''
(Porter, 1979)
Perception of Luxury : Presently Mauritius is internationally known as the worl'd best luxury holiday destinations. With a lot of world's finest hotels and luxury brands, it enjoys highest rates of coming back visitors on the planet. It has become proven business and banking centre going back 20 years. It really is currently known as the 'Singapore of the West'. But the belief of luxury helps to keep on changing with the passage of time. World is transitioning to ethnic and organic brand of luxury. Hence respected changes should be produced in applying and promoting it.
Middle Class society : Tourism in future will be dominated by the top influx of vacationers belonging to the center category strata of the modern culture. Hence, the infrastructure and marketing strategy should be developed to cater to the needs of the class tourists.
Demographic change : Mauritius has a people of just one 1, 250, 882 (estimated July 2007). The main ethnics categories are Hindu - 68%, Christian - 27%, Chinese - 3%, and French - 2%. The dialects spoken in the island country is British and French as the official terms and other languages include Hindi, Urdu, Bhojpuri, Hakka and Creole. Currently the tourists travelling to Mauritius are European, Indian and Asians. To appeal to more tourists, the demography of the holiday going to Mauritius may change because of its acceptance and international competitiveness.
Technological Change : Technological change make a difference the tourism industry very effectively. The infrastructure changes, adding of the new communication settings, Introducing new transport techniques; all these can effectively boost the tourism industry.
Security : concerns a major effect on the tourism industry. Since Mauritius is a peaceful country, I don't feel that security will be a problem. But Maybe, terror attacks, warfare in African locations may influence the going to that part of the continent. If it happens that Travel and leisure industry will be greatly afflicted by it. It may lead to increase in business failures, demise of certain destinations and lack of expected development in other spots.
Health aspects : New Epidemics have capacity to severely have an impact on the travel and travel and leisure industry. For example, SARS in South Asia and Australia, Feet and Mouth disease in UK. Since people are traveling a whole lot nowadays, the epidemic is not limited to one part of the world/country, it can disperse efficiently to different part thus impacting on the tourism industry of the specific country.
Recession : It plays an important role in the tourism industry. Tough economy or economical slow-down impacts adversely to the any tourism industry and Mauritius is no exception. But in 2010, India emerged as the utmost dynamic source country with introduction of 50, 700 visitors. The increase in arrivals was driven by strong monetary progress even during global downturn. Thus, Mauritius felt little impact on the tourist expansion during tough economy period. But it is predicted that tough economy may impact adversely in future if proper safety measures and marketing strategies are not implemented.
Conclusion
Tourism Industry has improved a lot within the last two decades. They have made tremendous impact on the several levels that are:-
Social : Travel and leisure has boosted social-cultural life of folks of Mauritius. It has provided employment to people. Infrastructure has been upgraded by building streets and providing medical facilities on the coastal regions where holidaymakers come in large numbers. Tourism has made tremendous effect on the communal life of Mauritius like Increase cost of living, Reduction authenticity, Acculturation where different culture are followed based on the changing needs.
Technological : Technology has provided a provided a significant raise to the tourism industry. Vacationer are nowadays always linked with their home base due to technological improvement like internet, Wi-Fi, mobile communication. They have helped the industry to get recognition world-wide, therefore improving the communication across the world. Technology has made Mauritius one of top Brands in the Tourism Industry.
Economic : The Mauritian market rests on four main pillars : travel and leisure, glucose, textiles and the services sector. It has boosted the GDP expansion which is essential for the community development and poverty lowering, employments for the locals, investment opportunities, work at home opportunities. According to BBC World New Mauritius is announced as the very best 21st country Brands.
Ecological : Travel and leisure and environment are interrelate as tourism is dependent on the natural resources to survive. Tourism has provided both negative and positive effect on the ecology of the island region. The areas afflicted by the tourism are Biodiversity, Erosion and Physical damage, Pollution (Water Pollution, Air Pollution, Visual Pollution, Climatic Change), Tool base that consists of local building-material sources, Visual and structural change.
Political : The tourism sector is supervised by the Ministry of Tourism and Leisure. The Government has shaped the Mauritius Travel and leisure Promotion Authority (MTPA) which is accountable for promoting Mauritius by performing marketing campaign and travel and leisure fairs in Mauritius and in foreign countries. By using MTL and MTPA, Mauritius has gained world acknowledgement as the most attractive holiday spots. The Government of Mauritius form progressive suggestions to promote the island to the earth stage.
According to R. L. Stevenson, ''For my part, I travel never to go anywhere, but to go. I travel for travel's sake. The great affair is to move. ''
(Robert Louis Stevenson, 1879)
