Case Study:  Hawke’s Bay Wine Country Tourism Association, New Zealand: Essentials of Tourism, p.252-253

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Small and medium-sized businesses (SME’s) play a major role in supporting a sustainable tourism destination (economically, socially and environmentally). The Hawke’s Bay Wine Country Tourism Association that you are about to read, uses an integrated governance approach to deliver tourism. The knowledge economy, globalization and technology have all impacted the way that SME’s operate within the global tourism system. The case study will provide you with an example of a destination working closely with SME’s.

The purpose of this assignment is for you to gain a deeper understanding of how destinations are being more responsive to the needs of SME’s. You will also examine the current political, economic, social, and technological global environments that Hawke’s Bay is operating in. The assignment will also encourage you to develop some of your own responses for future planning and strategy.


*Read Mini Case Study 11.1 – Essentials of Tourism (p.252-253)

Your assignment will address each of the following criteria:

  • Conduct a PEST analysis of Hawke’s Bay.
  • Explain how merging the two associations impacted local SME’s and provide examples.
  • Recommend TWO alternative types of tourism that would help to complement the current tourism products that are being offered. Explain your rationale.
  • Imagine that you are the President of Hawke’s Bay Tourism Ltd. Address each of the following:
    • Develop a plan that recommends a new policy that supports the growth of new SME’s in your destination.
    • Develop a plan that helps provide new SME’s in Hawke’s Bay with opportunities for collaboration and awareness of how the destination is interconnected to the tourism system.
  • Write your executive summary and tell me what this report is about. Highlight some of the areas that you discussed in the paper. *An executive summary is placed at the beginning of your report

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