Sterling Bay is a small settlement of 5000 people located on the tip of a peninsular. Being situated by the sea and at an area with particularly abundant marine life, the economy of the town has always revolved around fishing and other businesses that support this industry.
The town is located at the foot of a series of hills and within easy access and view of a beautiful beach. Further along the beach are also a cluster of unique limestone caves with numerous rock pool formations within. As the town has a small population, the built up area only occupies a small portion of the land just off the beach, with a stretch of forest bordering the town. The land around the town is unfertile for any form of agriculture. Also, geographically, the land is rather flat and would be easy to develop. The town is also served by 2 roads; a narrow, 2 way coastal road and a second less developed road that comes over the nearby hills. A new highway is being built further inland and it would not be difficult to ‘cut’ an exit leading to Sterling Bay.
The population of Sterling Bay consists of families with multiple generations. First generation settlers started up the town and were the original fishermen. They have had a generation of children who carried on the business. Those children have now given birth to a third generation who are reaching young adulthood, and who are starting to get involved in the livelihood of fishing. The town is also well known for fresh and tasty seafood, cooked by the women folk, who are also highly skilled in weaving.
As the rest of the country modernizes and diversifies the scope of economic activity, the local government at Sterling Bay are considering their options. At a glance, there appears to be a strong case for tourism as one of the potential new industries for the area.
Task: Outline a plan to develop tourism at Sterling Bay.
In your plan:
· Describe the approach that the government at Sterling Bay should use to evaluate various options for diversifying the economy?
· Assume that tourism has been selected as the preferred industry to be developed. What type of approach to tourism should be adopted?
· Identify potential economic advantages and disadvantages of developing tourism at Sterling Bay.
· Identify potential socio-cultural advantages and disadvantages of developing tourism at Sterling Bay.
The question belongs to Marketing and it discusses about the case of Sterling Bay. The case of Sterling Bay is about a town which is mostly dependent on fishing. A tourism development plan needs to be made for this town.
Total Word Count 1871
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