Direct Approach and Communicative Language Teaching Research Proposal

Direct Approach and Communicative Language Teaching - Research Proposal Example The direct approach is therefore based on the theory that learning a second language shares practically the same concepts as learning the first language (Thanasoulas, 2011, par. 5). The basic framework, therefore, emphasizes the need for regular and frequent oral interaction, no translation, using the language with spontaneity, and as the minimal analytical application of grammatical rules and structures of syntax. As disclosed by Thanasoulas, â€Å"the principles of the Direct Method were as follows: (1) classroom instruction was conducted in the target language; (2) there was an inductive approach to grammar; (3) only everyday vocabulary was taught; and (4) concrete vocabulary was taught through pictures and objects, while abstract vocabulary was taught by association of ideas† (Thanasoulas, 2011). The direct approach is therefore based on the theory that learning a second language shares practically the same concepts as learning the first language (Thanasoulas, 2011, par. 5 ). The basic framework, therefore, emphasizes the need for regular and frequent oral interaction, no translation, using the language with spontaneity, and as the minimal analytical application of grammatical rules and structures of syntax. As disclosed by Thanasoulas, â€Å"the principles of the Direct Method were as follows: (1) classroom instruction was conducted in the target language; (2) there was an inductive approach to grammar; (3) only everyday vocabulary was taught; and (4) concrete vocabulary was taught through pictures and objects, while abstract vocabulary was taught by association of ideas† (Thanasoulas, 2011).c. How might they be useful for your context and why? The approach can, therefore, be applicable and used in one’s personal context through frequent instruction and use of the second language one intends to learn where focus could be highlighted on everyday conversational language. The instructors could show pictures and visual illustrations of conc rete words to assist in familiarization; and as indicated, to grasp abstract words, the instructor could use more familiar words to associate the meanings to new and abstract concepts.  Ã‚  d. What are their limitations? As revealed and as eminent, the limitations and difficulties of this approach is the amount of time needed to learn the second language given the classroom type and time frame. To effectively use this approach, one must not be pressured by time and also by budget or financial constraints. For example, if English as a Second Language is determined to be learned using the direct approach, living longer in the United States and conversing frequently with this language as practical application is most preferred.

Generalization, Miniaturization and the case of Italo Calvino Essay

Generalization, Miniaturization and the case of Italo Calvino - Essay Example With the nexus of focus on Valdrada concentric upon the â€Å"eyes†, Calvino goes to great lengths to illustrate just what Marco Polo â€Å"saw† within the place and how he understood/interpreted this. Whereas Marco Polo was of a relatively high social class and his level of education was above that of the average individual during Renaissance Italy, Calvino illustrates that he was not inclined to attempt to use the scientific method; instead, Polo relates complex and instrinsicly nuanced facets of Valdrada in a matter of fact way. This matter of fact detail and the pedagogical nature in which he discusses these aspects lends the reader to engage with these facets of Valdrada as nothing short of fact. Yet, by comparing the quote of Susan Stewart, provided in the introduction, the reader is cautioned as to the ramifications of not objectively considering what details might be overlooked within such a cursory approach. The visual representation that is reflected within Calvino’s section on Valdrada denotes, among many other things, the following: â€Å"The ancients built Valdrada on the shores of a lake, with houses all verandas one above the other, and high streets whose railed parapets look out over the water. Thus the traveler, arriving, sees two cities: one erect above the lake, and the other reflected, upside down† (Calvino 123). Within this literary statement of fact, the reader is represented with a picturesque landscape that can easily be miniaturized to reflect a greater understanding for the region and people in question.

Flowers A Big Part Of Humans Life Marketing Essay

Flowers A Big Part Of Humans Life Marketing Essay Flowers are really a big part of humans life. Their beauty, colour and attractiveness allows us to carry our messages perfectly   get-well soon for our family and sick friends, congratulation messages to a newly promoted friend, sympathy to a grieving group, and to show our feeling to another person. Every party or any occasion is celebrated with flowers.  Or even without an occasion. Recent trends show that many of those who buy flowers buy it for themselves.   Florist shop is a comparitively easy business to stand up and rising. Florist is a kind of business where it did not required big financial  income and its a glooming industry. There are few careers that offer so many advantages. As a florist we are all surrounded with beautiful flower  every day and have a career which has lots of fun and interesting. And this business is not a seasonal business here the work is carry out for a year. EXECUTIVE SUMMARY We Bloomers and Stylers are aiming to provide Frequent Flower Gift Program which will differ from old florists by prepare personal relationships through the use of marketing, technology and innovation by giving a gift program that makes purchasing flowers easier and attractive to the consumers. MISSION The company will  use  sophisticated marketing techniques to identify and serve  an ideal target audience which will  apart from other  older retailers and on-line  florists by giving rapid Flower Gift  Programs with  extra  service (e.g., consumers can select  any precise delivery dates) and  custom floral plans (e.g., consumers can specify colour, scent, flower). Keys to Success Designs should be new and innovative, better quality fresh and nice flower decoration using a variety of  different containers, flowers and other styles. Creating a nice entrance that shows an art gallery, with new, fresh and floral arrangements displayed like art. Communicating with depending consumers through direct e-mail, print some advertisement and an easy  website. CURRENT SITUATION It is thus no wonder that flowers have become big business. The Society of American Florists estimates that the floriculture industry will sell $19 billion in flowers, plants, and floral supplies for 2001. There are about 26,200 retail florist shops  in the United States today making an average of $250,191 in annual sales.  [1]  By looking these figures a person can judge that this industry or a business has an extraordinary growth. Every month there are many occasions so this firm didnt fall down .It is increasing day by day and its a very good market nowadays. INDUSTRY ANALYSIS Industry analysis has a close view on economic factors, social factors and political factors. Frequent Buyer  Program Subscriber 15-60 years of age Married, engaged or in a long-term relationship Quality conscious Decorated home makers The holidays, birthdays and anniversaries are the perfect dates  for people to take as part of a Flower Gift Program. Percentage ranking by retail: S.no Occasions Percentage 1 Valentines day 36% 2 Mothers day 27.4% 3 Christmas 15.1% 4 Thanksgiving day 7.4% 5 Sweetest day 1.2% 6 Grandparents day .09% 7 Fathers day .04% 8 Boss day .02%a Not only these occasions there uncountable days to celebrate something with flowers. To celebrate the marriage flowers are used. So it is used everywhere. All the economic factors lie in this table that what the consumers are required and they target a specific area. Same as with political factors like government is well concerned with the environment and emphasizes to grow more plants which really helps in our florist business. Social factor means the trend in which we are moving like flowers can be used for expressing something, attractiveness, nice essence and many more. So to get a single flower we should get many qualities. This will help our firm to improve and different from others business. So I think that this firm is very much comfortable to have a good competition in the market. PROJECT DISCRIPTION The first is business location, and the location must be in a high-traffic and highly visible area to increase walk-in business. The second issue is delivery. The business must provide consumers with a fast and efficient delivery service. The third important aspect of the business is national exposure. The business must join a florist association that promotes national delivery regardless of geographic location as some florist shops gain as much as 25 percent of their business from people who order  flowers  from outside the service area of the florist (www.entreprenuer.com). Store designing and layout Store design The outer part of a florist shop is estimated to account for the actual fascinate of 30% of all consumers. Very easy, innovative design with attractive and new displays A big interior design with lots of light and extra ordinary lighting to shine and look more attractive flower designs High clear view from the street, as well as looking pleasant at night A quality of distinct floral arrangements. Store policies The company will invest in consumer relationship management software (CRM) to collect consumers information, with their names, address, e-mail address and other required information ( flower likes/dislikes, birthday, colour selection, anniversary). These all information will be used with e-mail and direct mail attempt to build different marketing programs, establish consumers faithfulness. The company will offer a whole exchange policy to build some trust and dependencies with consumers and to maintain withholding, constancy and reliability. Store Location and Time scheduling Our store will be placed at Cannaught place (New Delhi) We plan to open on February 14(Valentines day) and will be providing free sample of flowers to consumers. Free parking should be available for the consumers who will visit the area. OPERATION AND PRODUCTION PLAN It will depend on the nature of our business. I am selling consumer goods, it will be important to make sure i can get those products to your clients at the time you promise. PRODUCTS OFFERED Creative Floral Designs, Using A Varied Mix of Flowers-. The floral arrangement should be natural, original work of art. The company has promise to make each preparation unique and custom-designed based on each consumers needs. Floral arrangements will feature a different range of seasonal flowers. All sample preparation in the store will be there for purchase. innovative Containers- We will select and offer distant vases for the different buyer or for a special reason, as well as reasonable options for timely purchases. .Variety of prices. We will sale a different kind of arrangement sizes, and will always create a those vases which will meet anyones requirement and in their proper budget. Hand-tied Bouquets. For consumers who choose to use their own vases, we should offer hand-tied bouquets. These are the important factors from which consumers will attract. Production involves materials, tools, machines, labour cost. I would preferably buy my material in a wholesale rate and I will produce my own material and it will increase my production as well as my sales of profit .I will buy some equipment like a system which cost 20000rs. A credit card machine of rs5000. And I have decided not to spent more than Rs30000 on this equipment. Other than this an air-condition, on tills of the floor, decoration of the shop. MARKETING PLAN Marketing Objectives We need to establish and to make our reputation as an independent, easy way to buy some flowers and feeling of romance with some loved once. Why should local residents buy from us? It is Easy, handy and suitability. Consumer will experience special shopping qualities. Qualities of the flowers are very good and unique floral decoration. Very fast delivery program that is available. There is a home exchange of the opinion available. Event floral services are available to consumers. It will Support the local dealers. 4.3 Marketing strategies 1.Public Relations Spread around the stores Grand Opening and the ease of availability of services. Publicize our new releases on the local newspapers. 2.Advertisings I will advertise by printing my brochures. I will distribute my Pamphlets and posters. In Newspapers, journals, magazines. 3. Direct Mail/Postcards Develop a list of likely clients for timely communications about vacation specials and regular buyer/gift programs. Provoke more and more users to a particular website that enables them to see sample plans, 4. E-Mail Sending an e-mail to a particular society and then it will make a chain to deliver that e-mail. 5.Marketing Materials Develop a regular look and feel for all corporate security, including: Comment cards collect name, addresses, e-mail, plus feedback on services. One-page brochure describing Frequent Flower Buyer Programs. Stationery business cards, letterhead, envelopes. Gift cards. Packaging develop no-spill packaging to make it easy to transport flowers and use all packaging for branding opportunities. 6.Website Highlight some regular flower program, enable visitors to diary a free phone inquiry and advices, HUMAN RESOURCE PLAN It requires few persons to start this business. First of all owner of the company is the financer and it also have to do lots of work like estimating profits, price policies, designing all the arrangement, pay to suppliers, advertise of the business, handling some kind of complains from the consumer. Basically owner is everything and he/she has to be experienced in taking decisions. Other person that is required is delivery boy who will listen for the consumer requirement and serve the home-deliveries. Other than him a person who have to take care of the plants and flower because flowers has a very short life. And some temporary persons may be required for the important dates when there is a lot of rush in the firm. I will find my employers from the internet and they should have some knowledge of this firm. ASSESMENT OF RISK Starting a new firm we have a serious concern on the risk. A person who is doing this firm must have the experience and if there is no experience then try to gain something about this firm while starting a new business. An entrepreneur did not start any business without the opportunity first of all try to gain some idea and then start. For this research have to done and cover some portions like the place where to set up, windows of opportunity is open. First of all start a business in a small investment then grow it up. Risk came when there are many competitors in the market but what we have to do, try to give some extra facilities, a nice product and in the reasonable cost. This thing reduces the risk in doing business. FINANCIAL PLANS First check out the break even analysis. The cost which we spent is getting profitable. Then project the profit and loss on every product. It also deals with labour cost and cost on the product. Then project every data on the balance sheet. After that compare the ratios with the different year profits and get some idea that the firm in in loss or profit. COST AND PROFITABILITY Startup expenses S.no Contents Amount 1 Showroom on rent 30,000 2 Initial marketing advertising 50,000 3 Stationery 25,000 4 DSL installation service activation 4000 5 Office supplies, giftwrap,packaging 25,000 6 Furniture 50,000 7 Equipment 2,46,000 8 2 Delivery mens 12,000 + 4000(transportation) 9 2 Decorators Designers 20,000 10 Startup inventory (Flowers) 75,000 11 Freshning equipment Freshners 50,000 12 Cleanliness or sweeper 1000 13 Electricity charges 8000 Total Expenditure 6,00,000 Equipments includes: 2 line phone system 10,000 CRS Software 1,70,000 Laptop 30,000 Credit card software 16,000 1 Air conditioner 20,000 CAPITAL INVESTED Planned investment Bank loan 6,00,000 vikrant 1,50,000 Total planned investment 7,50,000 Total planned investment (A) = 7,50,000 Total expenditure (B) = 6,00,000 (A-B) Additional working capital = 1,50,000 YEAR 1 YEAR 2 YEAR 3 PLAN MONTH 1 2 3 CURRENT INTEREST RATE 10.00% 10.00% 10.00% LONG TERM INTEREST RATE 10.00% 10.00% 10.00% TAX RATE 25.42% 25.00% 25.42% OTHERS 0 0 0 Personnel plan YEAR 1 YEAR 2 YEAR 3 MANAGER 200000 250000 400000 EMPLOYEES 300000 325000 360000 TOTAL PEOPLE 5 6 6 TOTAL PAYROLL 500000 575000 760000 Profitability It depends upon contractual terms,by organizing events on special occasions. Providing flowers for decoration purposes in temples and other religious places. Especially in vrindavan. Revenue generated through sales on daily basis. Revenue generated on special occasions BIBLIOGRAPHY 1. http://www.powerhomebiz.com/vol50/florist.htm 2. http://www.bplans.com/florist_business_plan 3. http://www.entrepreneur.com/businessideas/159.html 4. http://www.powerhomebiz.com/guide/cases/christinetoby.htm 5. http://www.paloalto.com/sample_business_plans/florist_business_plan.cfm accessed on 15 Nov 2010

Essay --

Sex in Advertising Advertisement is thought to be the foundation and economic lifeblood of the mass media, and the primary purpose of the mass media is to sell audiences to advertisers. The 130 billion advertising industry is a powerful educational force not only in the United States. For example, the average American is exposed to over 1500 ads a day and will spend 1 1/2 years of his or her life watching TV commercials. Ads sell a great deal more than products. They sell values, images and concepts of success and worth, love, sexuality, popularity and normalcy. Although ads sometimes seem to be trivial, their cumulative effect may be serious. Moreover advertisements are, in my view, a product of cultural evolution. If we take the product as the individual, the customer (and sales) as the resource, advertisement is supposed to enhance the fitness of the product. In the course of time advertisements thus will "evolve" towards an optimal exploitation of the adapted mind. One if the the mes that are prone to exploitation are human mate-selection criteria. Basically, two advertisement strategies could be used to exploit men's and women's cognitive adaptations to mate-selection and the prototypic "triggering-signals" associated with this complex. The first strategy is sensory exploitation of the opposite sex. This means that advertisement would pair products for one sex with the stimulus of the other sex, thus exploiting the possible excitation the stimulus would evoke which then would be paired with the product. The second strategy could be called comparison with a normative self. In this case, the product for one sex is paired with same sex-stimuli that would be a perfect stimulus for the other sex, and the product is what makes the d... ...women are used in advertisement in order to exploit male perception. Indoctrination through identification is the main strategy. Thus, the use of sex in advertising is a two-edged sword. Although it is extremely powerful and effective when aimed at one gender, it often does so at the social expense of the other. Since humans live in a social world, consideration must be given to the feelings of the people in that world. If advertising uses the sex appeal, it must be carefully aimed and tastefully done. There is no sense in appealing to one sex by offending the other. Bibliography Morgan, Joan. When Chicken heads Come Home to Roost: My Life as a Hip-hop Feminist. New York: Simon and Schuster, 1999. 74. Cahn, S (1994) Coming on Strong. Cambridge MA: Harvard University Press. Pornography and Sexual Aggression edited by Neil M. Malamuth and Edward Donnerstein, 1984

Luhrmann version of Act 1 Scene 5 brings it to life Essay

Spielberg’s latest epic, Saving Private Ryan, has shocked audiences around the world with his brutally realistic, down-to-earth World War II invasion of Omaha beach. The film opens with the landing boats full of petrified, white-faced, conscripted soldiers, who struggle to cope with the pure terror imposed upon them from the enormity of the task they face. No sooner do you see a close up of their trembling faces and each person’s emotions and worries, the doors opened and the first wave of men were torn to shreds by German machine gun fire. Many men drowned as they were dragged under by their heavy equipment, and those who made it to the shore found themselves seriously outnumbered and out gunned. Specially-designed, frantic freehand camera-work creates the impression you are in the middle of the carnage, so Spielberg puts the audience on the beach with the Allies. Eventually the soldiers complete the takeover of the beach but as the scene draws to a close, the former hand-held camera is now far more panoramic, scanning the beach from a height, but regardless of the thousands of bodies strewn across it, you do not see one face showing war de-humanising all the real people involved in it, who have families back home, but also turning those real people into just numbers and cannon fodder. The scene ends with a close-up of a dead soldier’s pack which contains the words Pvt S. Ryan and the scene cuts. Throughout the entire scene there was a tremendous amount of clever sounds and moving music. For instance, in the panoramic opening scene the music is rather dark and solemn, with a lot of low strings and brass, especially horns. This sets the tone for the scene to unfold. In the first scene there is no music to emphasise actually being there, however there are numerous non-diegetic sounds added such as the underwater bullets piercing the struggling soldiers, the way when Captain Miller gets confused and deaf that the sound is blurred and returns to normal when he comes round but there is also diegetic sound when the explosions are going off as the film crew used hundreds of set explosions in the scene, the lapping of the waves and the monologue were all diegetic sounds. The next scene is a wonderfully made piece that is truly emotional and is a silent one. There is a woman in a crowded office with light shining through, a complete contrast to the dark, de-saturated war scene a moment before. The lady sees three telegrams from the same family and takes it to the senior staff. It is reassuring to see how these men-in-power have some humanity left, taking the case higher and higher until it found the commander-in-chief played by the talented Bryan Cranston who decides that the remaining sibling should be pulled out and sent back to the grieving mother. The point where the mother received the news was fantastically portrayed by Spielberg. It is set in the countryside with a traditional American home surrounded by golden fields yet in the corner of the sky it is dark grey and symbolises the bad news on its way. The car crawls up the small, winding, country lane viewed panoramically from in front of and behind the house. There was one shot that was astoundingly emotional, where Spielberg captured a close-up of the mother’s reaction while showing the car and effectively the news creeping closer, through using the reflection of the window. As she rushes to the door she is cleverly silhouetted out showing that it could be anyone receiving the news and that vast amounts of parents go through this. Also as part of the mise en scene, when she opens the door, she is blacked out and the car pulls up along the house then the officials climb out, the woman falls to her knees. However, throughout this whole dark shot, to the right is a coffee table with light streaming on to it, there is a photo of the four boys in their army uniform showing that they all went but also expanding the plot as you know that there were only three telegrams. All over the table there are flags and patriotic items, this tries to show that the people are behind the war, and that it is the ordinary people who have to stand up to the tyrant. Finally, Spielberg covers many aspects of war in his brilliant production and uses vast amounts of extremely intelligent shots and clever, emotional to portray the emotions and effects that the de-humanising war had on normal people such as Miller, the small town English teacher at home and on the front. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Miscellaneous section.

Tourism Destination Development: Homecoming Scotland

Executive summary The subject of this report is the application of Butler’s Tourism Area Life Cycle for Scotland and also a critique of VisitScotland’s tourism destination development. The first section of the report presents the aim and objectives and the utilised methods of research. In the second chapter called â€Å"Tourism destination or destination tourism† are presented some preliminary theories regarding tourism destination as a market place. The third section presents the evolution of travel and tourism, international tourism, and also tourism destinations.The fourth chapter consists of three subsections. The first one presents the theoretical background behind the main destination development models and their partial applications to Scotland. The second subsection presents the unique early stages of the Scottish tourism through Butler’s TALC model. The last subsection of the chapter objectively illustrates Scotland’s present and recent pas t development through the cycle and its potential entries to the new and final stage. The fifth and final chapter is focused on Scotland’s international market.The first subchapter demonstrates the rich Scottish heritage in North America. In the second subsection the US society and its generations are analysed to select the best US market for Scotland. The third subsection presents VisitScotland’s campaign for the American visitors called Homecoming Scotland, the results of the 2009 campaign and expectations from the 2014 one. Table of contents Executive summary 1 Table of contents 2 List of figures 4 1. 0Introduction 5 1. 1Background 5 1. 2Aims and objectives 5 1. 3Methods 5 2. 0Tourism destination or destination tourism? 3. 0History of International travel and tourism: From ancient festivals to outer space 6 4. 0The Tourism area life cycle (TALC): Theory and application for Scotland 9 4. 1TALC models and the concept of Tourist Area Cycle Evolution: Their application to Scotland 9 4. 2Scotland’s unique early cycle stages 11 4. 3Scotland’s tourism development and consolidation 14 5. 0Homecoming Scotland: Attracting the American market 16 5. 1Scottish Ancestry in North America 16 5. 2Scotland’s markets in the changing US society 17 5. Homecoming Scotland 2009 and 2014: Stagnating nationally, developing internationally 18 Conclusion 20 References 21 Bibliography 23 List of figures *Figure 1 copied from http://en. wikipedia. org/wiki/File:Culloden_Viaduct01_2007-08-22. jpg Representing a panoramic view of Cullodin Viaduct 10 *Fig. 2: Adapted from Butler's â€Å"The Tourism Area Life Cycle Vol. 1: Applications and modifications†, about Tourism Area Life Cycle 14 *Fig. 3 International visitors in Scotland from International Caption Survey 17 Fig. 4: Adapted from clanstirling. org website about American Scottish 18 1. 0 Introduction 1. 1Background Each tourism destination area travels a life cycle. These cycles are adapted a ccording to the destination type, but they are still subject to interpretation. Scotland has proved to be an important competitor in the tourism industry nationally and even internationally. The uniqueness in which Scotland travelled the first stages of the cycle and the numerous differences of cycle phase between regions and also markets makes it the one of the world’s most challenging destination area to develop. . 2Aims and objectives The aim of this report is to demonstrate using strong and logical arguments Scotland’s current place in the TALC cycle and also to analyse VisitScotland’s newest international and national market campaigns called ‘Homecoming Scotland’ and respectively ‘Surprise Yourself’. 1. 3Methods In the attempt of writing this report various sources have been used such as books and journals which focused on tourism destination development and also Scottish tourism. Moreover, electronic sources such as VisitScotland. com or HomecomingScotland2009. om were used for guidance along with accomplished knowledge accumulated throughout the Tourism Destination Development module. 2. 0Tourism destination or destination tourism? Tourists and tourism experience had both grown in the last 100 years. Tourists nowadays are increasingly discerning in their choice of holidays, in terms of both activities and destinations. These high expectations have been heightened by the tourism industry itself mainly due its outside competitiveness with other sectors and inside one between destinations to attract the potential tourists.The ‘age’ when destinations could simply make known their attractions by sitting back and await the arrival of visitors is far behind. Tourism plays an essential role for many people’s high-quality lifestyle. Today’s tourists have to be enticed by marketing destination’s place products effectively. â€Å"Communities are the recipient of tourists† (Heat h and Wall 1992, p. 6), which is why most of the impacts of tourism occur on the community level. Yet, many communities, especially those whose economies are dominated by tourism, don’t have reliable tourism and marketing plans, or even any of these two components in their general plan.Places are ‘sold’ in a wide variety of consumer markets by private and public sector organisations which is why tourism destinations can be treated as products. There are, however, some differences between a place as a tourism destination and a marketable good or service purchased directly by customers of the tourism industry, such as the hire of hotel space or purchase of souvenirs. 3. 0History of International travel and tourism: From ancient festivals to outer space Many people wonder how travel and tourism has evolved so rapidly only in the last 50 years.There are many archaeological sites that reveal tourism destinations even from the 6th century A. D. in Babylon in what appea red to be the oldest history museum ever built which attracted people from all around the kingdom. Ancient Egypt also prided itself with its two majestic wonders: The Pyramids of Giza and The Lighthouse of Alexandria. The Nile River also represented an endless source of agricultural prosperity and boat festivals were organized as a sign of worship and gratitude for their wellbeing. A similar example was Ancient Greece with their many temple sites, venerating various gods.With the rise of the Roman Empire, tourism started to segment in different categories. Vacation tourism was practiced by the wealthier Romans who built residences outside the cities for seasonal use. Study tourism also became popular in the Upper Roman Class for children, but also parents who travelled to regions like Greece or Egypt to learn the local language and culture. It represents the beginning of what it is known today as â€Å"International tourism†. Romans also invented the first form of leisure tou rism (balearic tourism) at different water spring sites all over the Empire.The travel phenomenon however was mostly related to expeditions, commerce, migration or military expeditions and it remained this way until the beginning of the 21st century. As technology grew and faster ways of transport became available, travel and tourism finally got closely connected. In England, Queen Elisabeth The 1st had promoted study tourism through which English diplomats were educated in Universities such as Cambridge and Oxford. At the time the idea of travelling for the sake of curiosity was very popular among the upper-class, thus the introduction of passports to keep evidence and secure the multinational travelling.The term Grand Tour was introduced by Richard Lassels in his 1670 book â€Å"Voyage to Italy†. Additional guidebooks, tour guides, and the tourist industry were developed and grew to meet the needs of the 20-something male and female travellers and their tutors across the Eu ropean continent. The young tourists were wealthy and could afford the multiple years abroad. They carried letters of reference and introduction with them as they departed from southern England. The Grand Tourists were primarily interested in visiting those cities that were considered the major centres of culture at the time – Paris, Rome, and Venice were not to be missed.Florence and Naples were also popular destinations. The Grand Tourist would travel from city to city and usually spend weeks in smaller cities and up to several months in the three key cities. After the industrial revolution that brought important economic and social changes, the middle class population had significantly increased. At the end of the 19th century, middle class workers started to benefit of annual paid holidays. As the ways of transport became faster, reliable and also accessible, the demand for tourism resorts has exploded.As a result of the mass tourism phenomenon of the 1960s and post-World War flight technology and pilots, chartered seats on commercial airlines were introduced followed by long-haul packages that were very popular a decade later and encouraged international tourism also for the middle class. Today’s tourism is dominated by niches. The most popular segments are: religious tourism, photographic tourism, cultural and heritage tourism, tradition and culture-based tourism, adventure tourism, wildlife and special interest tourism.Space tourism represents the most recent niche and a number of companies have sprung up in recent years hoping to create a space tourism industry in near future. As an alternative to â€Å"tourism† some organisations use the term â€Å"personal spaceflight†. It has been practiced only by 7 people so far due to the high cost of such a trip (minimum 20 million dollars), but with today’s acceleration in technology growth, no one can predict what and to whom this niche has to offer in the future. 4. 0The Tou rism area life cycle (TALC): Theory and application for Scotland . 1TALC models and the concept of Tourist Area Cycle Evolution: Their application to Scotland Tourist areas are dynamic; they evolve and change over time. The idea of a consistent process through which tourist areas evolve has been described by authors such as Christaller, Stansfield, Noronha and Cohen. Noronha suggests that tourism develops in three stages: discovery, local response and initiative, and institutionalised institutionalisation. Christaller also makes clear the fact that types of tourists change with the tourist areas.There is a lot of literature about characteristics of visitors, but the tourist’s motivations and desires have been ignored. Cohen, for example, characterises tourists as ‘institutionalised’ or ‘non-institutionalised or even ‘drifters, ‘explorers’, ‘individual mass tourists’ and ‘organised mass tourists’. Plog also said t hat â€Å"Destination areas carry with them the potential seeds of their own destruction, as they allow themselves to become more commercialised and lose their qualities which originally attracted tourists† (Cited in Butler 2006, p. ). But while writers such as Cohen have warned against the problems of unilinear models of social change, there is a lot of evidence that the general pattern of tourist area evolution is consistent. Butler’s Hypothetical Tourism Area Life Cycle Model is illustrated through a process of five stages: exploration, involvement, development, consolidation, stagnation, and rejuvenation or decline. Because most studies in which the model has been applied for can be characterised as mature destinations, Butler’s model has attracted some criticism.In 2000 Butler revisited his model and highlighted aspects about it that could explain its continued relevance since 1980. He argued that because of a focus on detail in many studies some key aspect s and the overall validity of the model had sometimes been overlooked. In order to explain the growth, change, limits and intervention in a tourism area, the model is based in eight elements: dynamism, process, capacity or limits to growth, triggers, management, long term view point, spatial components, and universal applicability. Prideaux however, notices that the life-cycle may be at ifferent stages for different markets, which is why he comes forward with a market perspective analysis. His model applies best for those destinations that have gradually developed from local to international markets, mainly applied for resorts. Scotland’s early stages however don’t seem to apply with the first two of Prideaux’s model (from local to regional tourism). As for Miossec’s evolutionary cycle of destination development model, success from development starts even from stage one and at the latest stage he emphasises on the social-cultural impact for the region.The second stage represents a promotion through word-of-mouth which again didn’t apply to the first ‘courageous’ who visited Scotland and especially the Highlands and described it with horror. Weaver proposed a different but complementary model to the life cycle paradigm. It captures the need to regulate the use of tourism resources, especially the environment in order to adjust the flow of tourists. In situations where a high degree of regulation occurs, Weaver proposed that a destination could adopt ‘‘deliberate alternative tourism (DAT)’’, related to two forms of mass tourism, and to the sustainability of the destination.The first form he calls: unsustainable mass tourism (UMT) is the result of the continued development of the tourism that, in absence of restrictive regulation, exceeds the carrying capacity and the environmental and sociocultural limits of acceptable change in a destination; not Scotland’s case as here mass touris m is rare due to lack of land access to Europe and other continents and the mass tourism ‘trend’ is far behind.Traditionally, tourism sustainability is seen as a set of principles, political prescriptions and management methods that establish a path to develop tourism in conjunction with the protection of environmental, cultural and infrastructure resources of tourist destinations for the future (Lane, 1994). From this position, Hunter (1997) sees sustainable tourism as an adaptive paradigm depending on the circumstances of the environment in which it develops.He proposes four alternatives of sustainable development through: â€Å"tourism imperative†, â€Å"Product-Led tourism†, â€Å"Environment-Led tourism†, and â€Å"Neotenous tourism†. Of these four alternatives, ‘‘Sustainable development through Product-Led Tourism’’ is the focus here. In order to surmount the prescriptive limitations of the life cycle model whe n establishing the objective of sustainable development in island destinations, the teleological model proposed here can be used in a complementary manner. . 2Scotland’s unique early cycle stages *Fig. 1: Panoramic view of Culloden Viaduct *Fig. 1: Panoramic view of Culloden Viaduct The exploration stage represents the beginning of the cycle and it is assumed that there would be no specific facilities provided for visitors. Contacts between visitors and local residents is very often, which of course it might be beneficial if the locals are welcoming with strangers and also the visitors are keen to experience the local culture and traditions.Because this stage is mostly present nowadays in those unexplored or feared corners of the Earth, roughly called by many â€Å"Third World† countries, tourists take high risks when getting in contact with the residents as can never really anticipate the local’s behaviour and openness to tourists. Not all Scotland has lived th is stage in the same time. The tourist industry of the north and west of Scotland, which is today a major economic and social force in the area, can be traced back more than 2 centuries to the intrepid travellers such as Penant (1772) and Johnson (1876).The economic base and infrastructure did not become established until approximately a century later. Youngson (cited in Butler 1973, p. 373) notes that â€Å"In the first half of the century [eighteenth] nobody visited the Highlands for pleasure or out of a sense of scientific curiosity† and visitors â€Å"tended to speak of the country almost with horror, as a black howling wilderness, full of bogs and boulders, mostly treeless, and nearly unfit for human habitation†. Unlike Southern or Eastern Scotland, wheeled vehicles were uncommon in the Highlands around 1750 due to poor, almost inexistent transport infrastructure.Another impediment to travellers at the time was the linguistic ‘stubbornness’ of Scottis h people at the time to communicate in Gaelic, English still being considered only appropriate for the upper class. In 1812 the Duke of Gordon advertised shooting in â€Å"The Times† and rented Glenfeshie next to what it is known today as Glenmore Forest Park for ? 70. The popularity of the activity continued unabated and received powerful stimulation for various reasons. One was the great popularity of the artist Edwin Landseer, whose paintings of deer stalking were widely regarded, ncluding his best known work, â€Å"Monarch of the Glen,† originally commissioned for the Houses of Parliament. After Thomas Cook’s promotion of Southern Scotland in 1846 and construction of the Highland Main Line Railway in 1856, all Scottish regions were accessible by ground and the first tourist waves started to emerge. Another major influence was the enthusiastic support and participation by the Royal Family. Victoria and Albert first visited Scotland in 1842, and Albert partici pated in stalking at Drummond and in Glen Tilt.In 1848, they took a lease on Balmoral Castle, eventually purchasing it in 1852, and built a new residence which was completed in 1855. Their annual visits were a highlight of Victoria’s life. They cherished Scottish uniqueness. Butler states that If the first contact with visitors is peaceful and the local attractions present high potential interest for future tourists, the local residents can enter the involvement stage and begin to provide facilities primarily or even exclusively for visitors.The very purpose of a journey to Scotland was to find foreignness; it was the fact of Scottish distinctiveness which allowed the country to play its role as a counter to the modern world. The gesture gave social approval to the idea of a summer estate in the Highlands of Scotland, and the numbers of visitors increased steadily from that date, thus at the end of the nineteenth century there were approximately 170 inns and hotels in the are a.In all, Scotland held out three categories of attractions to tourists: natural ones, such as an outdoor environment which enabled visitors to envision a world untouched by industrialisation; historic ones, which suggested that the past was uniquely accessible in Scotland; and human ones, particularly the men and women of the Highlands and Western Isles, who sightseers believed preserved an ancient way of life in a changing world.While the Highlands and Isles of Scotland were building land transit infrastructure connections to the Britannic Island, the population of Southern Scotland exploded, especially in the two major cities of Edinburgh (from 103,143 in 1811 to 269,407 in 1891) and Glasgow (from 202,426 in 1831 to 658,073 in 1891). After the appearance of automobiles, the famous A9 road was constructed, connecting Southern Scotland to Inverness and Wick using approximately the same route as the Highland Railway.It is still the longest road in Scotland (273) miles. Unfortunately , an equally gradual spread of visitors to all part of Scotland was delayed by restrictions imposed during the Second World War. While the Highlands and Isles of Scotland were building land transit infrastructure connections to the Britannic Island, the population of Southern Scotland exploded, especially in the two major cities of Edinburgh (from 103,143 in 1811 to 269,407 in 1891) and Glasgow (from 202,426 in 1831 to 658,073 in 1891).This demographic growth played a vital role in the following years in the increasing demand of labour for the service sectors after the war. 4. 3Scotland’s tourism development and consolidation â€Å"As the consolidation stage is entered the rate of increase in number of visitors will decline, although total number will still increase, and total visitor numbers exceed the number of permanent residents† (Butler 2006, p. 7). Scotland is not a low cost, rapidly growing emerging mass tourism destination.Exponential increase in visitor number s and value has come to an end. Scotland is an attractive and popular destination which nevertheless is in the stagnation phase of the destination life cycle where tourism is a cash generator for the economy but growth is low and variable from year to year. It might even be on the cusp between stagnation and decline. â€Å"Surprise yourself† is the latest VisitScotland promotional campaign launched in March 2011 targeting the UK and Ireland market.With this campaign, VisitScotland tries to re-enforce its existing icons and people of Scotland. In fact, the main goal of â€Å"Surprise yourself† is to exit the post-stagnation stage in which it is as a domestic destination through the rejuvenating alternative illustrated in the following illustration model. *Fig. 2: Adapted from Butler's TALC Vol. 1 *Fig. 2: Adapted from Butler's TALC Vol. 1 There are a number of factors which are specific to the UK which are likely to impact negatively on visitor trends in Scotland over t he next few years.These include: threat of a â€Å"double dip† recession, Government Spending Review in the UK and Scotland, proposed introduction of increased air passenger duty, VAT increase, increasing fuel prices, threat of terrorism perceived or real and currency fluctuation. Possible impacts of such changes might lead to: reduction in overseas visitor numbers; conversely, reduction in the propensity for UK residents to take holidays as costs increase and levels of disposable income reduce; a net overall reduction in visitor spend ;and negative impact on levels of investment in tourism in Scotland, as well as reducing VisitScotland and VisitBritain budgets.The industry in Scotland also recognises the following as threats: Global recession Cost increases Increased competition from UK and overseas; England is in a position of competitive strength for overseas markets given the overwhelming global profile of London and the reality that the major international gateways are l ocated in south east England; decline in air and sea transport links to Scotland Increasing bureaucracy; public sector weaknesses – infrastructure, support and regulation; attitudes – people service, complacency, apathy.International events e. g. conflict or health scares could also reduce overseas visitor numbers. Scotland has a number of major opportunities to increase the value of tourism over the next few years.These include: A number of major international events including: Tall Ships Race 2011 (Greenock and Lerwick), The Glasgow 2014 Commonwealth Game, Spin offs from the 2012 London Olympic Games, The Ryder Cup in 2014, Homecoming 2014, Rugby World Cup in 2015 (England and Wales); potential for growth in key sectors of the economy in which Scotland has â€Å"centre of excellence† credentials, such as renewable energy and biotechnology with consequent increases in business and conference tourism; potential for improved access to Scotland ; and development o f major new infrastructure projects such as the national indoor arena, EICC extension, Trump development and the proposed V;A in Dundee. Scotland remains an attractive international destination within a number of well-developed and mature overseas markets. Mature markets probably offer limited scope for future growth in visitor numbers but they may be lucrative in value terms, especially based on areas such as golf, culture, and heritage and business tourism.There is some growth potential in international markets: Following the collapse of the Berlin Wall in 1989, Eastern Europeans and Russians now travel regularly and many are high spending visitors with expectations of the highest standards and quality; emerging destinations are leading global growth resurgence (Brazil, Russia, China); Chinese citizens are increasingly wealthy and represent the world’s biggest future tourism market; and most importantly the number of US citizens with passports has doubled since 2003. 5. 0Ho mecoming Scotland: Attracting the American market 5. 1Scottish Ancestry in North America Scottish Americans (Ameireaganaich Albannach) or Scots Americans are citizens of the United States and Canada whose ancestry originates wholly or partly in Scotland. They are closely related to Scotch-Irish Americans, descendants of Ulster Scots, and communities emphasize and celebrate their common heritage. North America offered Scots the opportunity of farming their own land as well as employment possibilities in the cities.Some of the jobs on offer were those for which Scots already had experience, such as stonemasons and weavers. Once Scots from a particular area had made the move, their letters to back home encouraged others to join them. In recent studies, it is stated that there are about 30-40 million Americans who claim Scottish or Scotch-Irish heritage in the United States. But the region with most Scottish ancestry and also very much Scottish ancestry pride is Nova Scotia (New Scotlan d). New Scotland was founded by Sir William Alexander and King James of Scotland in the early 1600s. At that time, New Scotland consisted approximately of the Atlantic Provinces as they are known today, and the Gaspe Peninsula.Sir William Alexander with King James devised a settlement scheme of granting the title â€Å"Baronet of Nova Scotia† to any who would purchase large grants of land in New Scotland (Nova Scotia), secure and settle those lands. Following defeat at the Battle of Culloden, life and times became very difficult in the Highlands. The people were forbidden to speak their language (Gaelic), play the Bagpipes (considered instruments of war) or to wear their Highland dress. After the economy went from bad to worse, and the atrocities committed on the Highlanders by Butcher Cumberland and his followers the Highlanders, if they could, left. The first Highlanders to migrate to Nova Scotia arrived on the Ship Hector at Pictou in 1773.Through the years, up to and espe cially during the Highland Clearances, shipload after shipload of Highland emigrants crossed the difficult seas to Nova Scotia. The main ports of entry were Pictou, followed by Sydney, Halifax and others. Pictou became rightly known as the Birthplace of New Scotland. 5. 2Scotland’s markets in the changing US society *Fig. 3 International visitors in Scotland *Fig. 3 International visitors in Scotland Scottish Americans are, of course the target US market, but focusing only on this particular market would lead Homecoming Scotland to extinct. Even if they would have Scottish ancestry, they might not have any interest at all in Scotland. The stratification of the US market has to be demographic and social.The population of USA is approximately 298 million people, of which approximately 12 has Scottish Ancestry. They are widespread around the states, but unequally. Fortunately, for an expensive experience such as visiting Scotland from the US, high Scottish ancestry concentration s are in the wealthier corners of the United States like North-West, Central-North-West, North-East and Central-South-East. One of America’s weaknesses, it citizens average education is still to be desired and higher education is increasingly expensive. In order to have an awareness and interest in your possible Scottish ancestry, you need to have quite a decent education.So therefore, education directly influences American’s level of interest in places like Scotland. *Fig. 4 Adapted from clanstirling. org *Fig. 4 Adapted from clanstirling. org As of the American generations, Scottish tourism is open to almost all of them expect for the pre-depression generation who are predisposed to physical accidents, thus travelling over such long distances would be an impediment for them (not for their UK homologues though). The depression generation is known as very keen to activity and adventure tourism. Scotland’s advanced adventure and activity tourism developed in West ern Scotland, such as Forth William and plentiful of sport events might be an important advantage.But the most suitable American generation to visit Scotland are the â€Å"Baby Boomers†. Boomers are higher income, higher education and are a strong market for anti-aging products, travel and financial services. They are desperate to evade from routine and relax in a wonder untouched corner of the Earth, but also are aware of their ancestry, thus open to visit their homeland. Reaching the Xers however, is a tougher challenge because they have matured in a busy, overcrowded learning and working environment, so reaching them requires special attention to the media. This is in fact where VisitScotland comes at hand the most. 5. 3Homecoming Scotland 2009 and 2014: Stagnating nationally, developing internationallyThe campaign represents a stubbornness to return to the Butler’s development phase of the cycle: a reflection of a well-defined tourist market area, shaped by heavy a dvertising in tourist-generating areas. One of the most likely tourist-generating areas for Scotland is without any doubt, North America, due to its powerful Scottish ancestry. 2009 was the first year of the campaign and it is seen as an economic success for Scotland. Homecoming Scotland 2009 was a Scottish Government initiative, delivered in partnership between EventScotland, the national events agency, and VisitScotland, the national tourism organisation. Homecoming was allocated a core budget of ? 5. 5 million from the Scottish Government.Research by EKOS, an economic and social development consultancy reveals some very impressive achievements of Homecoming Scotland 2009: generated ? 53. 7 million in additional tourism revenue for Scotland, exceeding the ? 44 million target by 22 percent; attracted 95,000 additional visitors to Scotland; and generated ? 154 million of positive global media coverage. Homecoming has established an important database of Scots interest groups around the world. Only VisitScotland. com has received 344,207 additional newsletter subscribers. The year launched over the Robert Burns’ 250th anniversary, Scotland’s national bard and cultural icon. Also in 2009, because of Homecoming’s heritage promotion, the country’s biggest ever co-ordinated St Andrew’s Day was held.In order to have at least a similar success, Homecoming Scotland 2014 has to be predeceased by 3 ‘preliminary years’, each focused on a particular theme: 2010 for Food and Drink, 2011 for an Active Scotland, 2012 for a Creative Scotland, and finally 2013 Natural Scotland. Homecoming 2014 will take place in the year that Scotland hosts the Commonwealth Games, the 2014 Ryder Cup and marks the 700th anniversary of the Battle of Bannockburn. Conclusion Scotland, like any other destination is travelling its destination life cycle. This post-stagnation phase however, represents the most vital one, and it is here where tourism des tination development is mostly put into practice.The uniqueness in which it travels makes Scotland one of the most challenging, yet exciting destinations to promote nationally, and especially internationally. 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