Ekonomi Pariwisata -- Studi Kasus: Club Mediteranian, Manfaat Ekonomi Bagi Negara Maju Dan Negara Berkembang

Ekonomi Pariwisata Assignment

Semester ke-3

Ms. Derinta’s Class

Sahasrakirana Narendradhipa

NIM: 2011240011

Apakah manfaat dan masalah ekonomi yang ditimbulkan dari Club Med terhadap :

a. Negara dengan perekonomian maju (Seperti Italia dan Amerika Serikat)?

b. Negara dengan perekonomian sedang berkembang?

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Club Med was the first company to offer all-inclusive vacation packages, which have become the fastest growing segment within the tourism sector. It was founded in 1950. By year 2000, Club Med’s competition had become intense, and needed to refresh its image.

Club Med’s concept had become outdated, even though it had more than 100 resort villages in some of the most gorgeous locations in the world, visited by 1.5 million guests each year, explained John Vanderslice, President & CEO of Club Med America, a division of Club Med.

Club Med, as a brand had a high recognition level, but its positioning
lacked clarity, Vanderslice said. "The pricing was too expensive, and building loyalty and winning new customers had become much harder."

Club Med needed to renovate many of its villages, revamp its information
systems, and deal with other financial, management and legal issues, he said.
"In short, we had to change everything, but …. keep everything the same."
In 1997, Club Mediterannée named a new chairman of its board, Philippe
Bourguignon, and assembled a new management team, which included Vanderslice.

To strengthen and reposition the brand, Vanderslice said Club Med decided area of ​​the United States to:
a. Renovation of the village, to spend more than $ 150 million just in North America.
b. Increase marketing spending, and focus on new media, especially online.
c. Simplify the pricing structure by offering fewer price levels and reduce the number of promotions.
d. Expand your product offering by increasing the show and introduce new activities, which include rock climbing, roller blading and circus arts.
e. Reset operation, and Club Med's headquarters moved from New York to Florida.

For developing countries in particular:
Club Med uses the phrase, "global but local." Because branding is about building relationships, the role of culture is very large. Similar services or products may have different benefits for customers who live in different cultures. Vanderslice Club Med's rebranding summarized philosophy in two words, "root and link." The company is rooted in the original concept, which is the core value ​​of freedom, creativity and spontaneity. Club Med also supports a strong link between the villages' and their guests, which ensures flexible answer to every guest experience and satisfaction.

Club Med affect economic developments that occurred since the development of Club Med hotel that has a rapidly growing economic impact from Direct Effects, Indirect Effects and Induced Effects. The economic impact of tourism is the total numbers of impacts occurring either directly or indirectly benifits arising from the development of Club Med, among: Sales, income, employment, and value added.

As shown by tourism activities and development of Club Med it provides benefits to sales, profits, employment, tax revenues and income in an area. The impact is felt most directly, occurred in the sub-sectors of tourism, accommodation (inn/hotel), restaurant, transportation, entertainment and souvenir trade. Basically the economic impact of tourism spending traces the flow of money from tourists, first of all to:
 > The government through various taxes and official tourists, businesses and households.
> Increasing incomes of business and other Travel business entities and souvenir.

> Household income from work as a receiver in the field of tourism and supporting industries;

 > Other business sectors as suppliers for goods and services to tourism enterprises;
And also received from the additional sales and hotels as payments are made to hotels as wages and salaries of employees, taxes and demand for goods and services is a direct effect from the tourist shopping.