Analysis Of Hotel And Tourism

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Introduction
Hotel and tourism business in the UK is highly competitive and saturated with many different touristic organizations and companies, each trying to offer something good, different, unique and profitable. It is therefore necessary for each of the industry to be aware of all external factors that can potentially affect their performance or productivity. This can best be accomplished through PESTLE analysis. This is an analysis method that helps organizations when designing strategies, helping them to understand the external (macro) environment in which they will work now and in future.
Political
The political factors reflects the government intervention into the economy. Great Britain is characterized with steady political environment, high predictability of government policy and low political risk (The PRS Group, 2014) 15. In the field of tourism it is developed Government Tourism Policy (2011) 3 to enhance the favorable conditions for development of the sector in the medium term and in particular the London Olympic games in 2012, the Royal Wedding and Diamond Jubilee of Queen Elizabeth II. For implementation of the above policy it had been developed the institutional structure by creating steady model for marketing and management of destinations.
In The Travel & Tourism Competitiveness Report 2013 21 of the World Economic Forum ( 2013 ), UK has a good score regarding transparency of government policymaking (13th rank). However, the country has lower scores on Prioritization of Travel & Tourism (5th column - rank 40) and respectively relatively low ratio of government expenditure to the general budget sector ( only 2.8 % which placed the country on the 84th among those included in the study) . Nevertheless above, inc...

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...ustainability. Having in mind that the UK is only 33rd place in terms of the sustainability of tourism, it can be expected tightening of requirements for the businesses.
Conclusion
At present economic situation and forecasts for development of tourism in UK, it is most likely such business to be successful. In order to resist a heavy competition in this industry, organizations are forced to use new strategies for surviving. All of them are hardly trying to improve the profitability of the company or sharpening the competitive edge, especially with the coming of new entrants in the market. The country offers good economic, legal and political situation and the government is open minded for legislative changes aiming help and development of the branch. These are the basic factors contributing for easy adapting of the marketers to the changes of the macro environment.

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