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These factors are outside its control, and organization can only react by planning a
strategy which might turn potential threats into opportunity.

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EX: 9/11 attack, had a huge impact on the hospitality industry as it lead to consumer
confidence in travel to be shaken, as concern for safety and security arose. This
affected personal travel affecting restaurants, hotels and the likes. (W. Barrows & T.
Powers, 2008)

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Economic Recession: For example, during the recent economic recession, people
became more conscious of their expenses and mainly focused on necessities, hence
spending on hospitality organizations saw major decline, while those did travel chose
to forego the luxury brands and settled for inexpensive options, resulting in an overall
industry decline.

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Ex; organizations in the European and western region needs to adapt and change as
per the requirements of the Middle-eastern or Asian customers when serving these
rapidly growing markets

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Satisfied employees are the only ones who can consistently satisfy the guests.
Improved guest relations come through better service, which can be given only by
committed employees who repose a high degree of job satisfaction. Six factors which
could result in employee satisfaction six vital factors - Pay, Reward, Appreciation,
Incentive, Sympathy, Engagement. (P.S. Sundar, 2001)

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Emerging Market: currently the middle class market and their better standard of
living in countries such as Russia, Brazil, India and China indicates towards further
growth in the global hospitality industry

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the number of hotel units in western asia grew by 54.1 % and iin the Eastern Asia
and Pacific region the number grew by 45.4% from 1990-1998 (Litteljohn 2003:11)

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Co modification is where ceremonies, cultural performances and rituals are changed
to suit the needs and wishes of tourists ( cooper et.al, 2005:242)
culture becomes a commodity for financial transactions.

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The host population see the tourist behavior, clothes and processions and try to
emulate them. This can lead to a loss in identity of the local people. Us
westernization can occur

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The tourism industry is an integral component of the global economy and there is no
doubt that tourism will be affected by the outbreak of global economic volatility
(www.eturbonnews.com) .

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