TOURISM INDUSTRY

Strategic Planning and The Organizational Factor

Strategic Planning and the Organizational Factor

Introduction

Even in the new millennium, the tourism industry is growing, the first four years were tragic incident. People still in their memory the horrors of September 11, 2001, New York, Washington DC and Pennsylvania (Han, 2005). In addition, as indicated by the same author (2005, p.2), in 2003? International travel in Asia-Pacific was devastated by severe acute respiratory syndrome and the war in Iraq? In 2004, the tsunami disaster affected many South Asian countries are also having a negative influence on the tourism industry (Han, 2005). Despite some reports claiming that there is a continuation of tourism in these areas (WTO, 2005), all the tragic events that occurred in the early years of the new millennium? negatively affected people perceive the risk of international travel? (Han, 2005, p.2).

The concept of perceived risk was introduced by Bauer 60s in the context of consumer behavior (Dolnicar, 2005). This concept is not specifically developed for tourists, but can be applied to other economic activities (Dolnicar, 2005). Schiffman and then Kanuk (2000, cited in Han, 2005, p.13) statement, the perception of risk has two aspects: uncertainty and consequences. The authors define the perceived risk? uncertainty that consumers face when they can not predict the consequences of their decision to purchase? As Dolnicar (2005) states, the level of perceived risk is different for each destination, and for each sub-segment of tourists. Understanding of what might be a good basis for optimizing'???? marketing communication messages to address tourists' concerns more effectively? (Dolnicar, 2005, p.197). With the perceived risk of a negative connotation and a different type of danger perceived, understood in a positive sense that we deliberately sought by tourists, who? sensation seeking behavior? (Dolnicar, 2005, p.197).

In addition, Han (2005) argues that perceived risk influences the type of holiday chosen. When people interpret a perceived higher risk, they prefer to choose a vacation package instead of independent travel because they feel safer. The driver for the selection of package holiday tourists may be that nowadays, following Pages & Wilks (2003, p.10) statement, tour operators are forced to make a critical analysis of environmental risks due to ? and legal challenges (?) the insurance world crisis? and the tragic events in the early years of this millennium? terrorist attacks of Sept. 11, the tsunami and the SARS virus because of this, tour operators to adopt practices of health and safety, give their customers more security than traveling independently.

As Wilks & Page (2003, p.4) states, the potential risk to visitors to a destination can cause human and environmental institutions, such as common crime, violence, targeted for tourists , organized crime and terrorism hijacked;? ? war, social conflicts, political and religious unrest, and lack of public services and welfare institutions of national government should be able to protect the tourist people and institutional capacities to contribute to the perception of a tourist destination? a safe place (Wilks & Page, ...