Tourism is the commercial organization and operation of holidays and visits to places of interest. Based on the case study, is tourism the savior or the scourge of Venice?
Venice is the most unique cities in Italy and holds many free sights and attractions for the tourists. Based on this case study, there is airport near from Venice, so the tourist arrive at Venice by air, rail and car. Tourism is the source of income for Venice and is the place of cultural events. But, recently resident population of Venice is decrease. The cruise ships give a huge effects specifically for the air, water and noise pollution. Other than that, the cruise ships also give damage for the Venice’s famed architectural treasures because the ship is huge.
There are also local residents making complaints about ships coming to Venice. Tourists coming to Venice often do not care about the culture in Venice but rather shopping. Even though the tourists spending more their money, but there may be destroy the city. Because of the severe seasonal flooding, it cause damage to the severe structural of the building and make it hard for pedestrians. The city landmark need repair because of it. Italy’s most famous fashion brand are helping in the face of public budget shortfall. Due to shortfall in the Venice, corporate sponsor such as Coca-Cola and Bulgari are allowed to put up large billboards near tourist attraction.
One of the reason to put up the billboard, not for beautification reason but for get money to fund for renovation. Based on the Casali opinion, the advertiser does not have the interest in the restoration, but using Venice for a different purpose. Nathalie Salas a marketing consultant believed that the tourism threat to the sustainability of Venice’s tourist industry. But, Salas believed that problem arises because of the way Venice is been positioned. Salas want to shift the style of the tourism from the tangible resources to intangible such as life style and image.
Venice’s culture riches provide energy and resources for socioeconomic development that attracts creative people. By this, they contribute to further socioeconomic development and economic prosperity that result in revitalization of the existing culture. Standish view tourism in Venice as an opportunity because the root of the problem lies in city management and public policy. He support plan to develop a new maritime passenger services facilities and a subway system that connecting the airport to Venice. Lastly, Venice is not the only city struggling to balance commercial interest.
ISSUE IN THE CASE STUDY
Issue in the case study is tourism the saviour or the scourge of Venice?
Approximately 15 million visitors arriving in Venice every year. The tourism industry is a source of Venice. However, there is an issue that raised in the Venice which is the type of tourist that come to Venice. There are two type tourist who come to Venice, which is a tourist who come for shopping or to see the cultural life of Venice. The residents said that mostly many visitors care less about Venice’s cultural life and more about shopping for souvenirs. If they spend a lot it doesn’t worth as it is risk for destroying the city.
The issue also who should fund the renovation of historic monument that are damaged due to the flood. Diego Della the CEO of Tod’s is contributing about 34 million to the restoration of the Colosseum in Rome. Della Valle believes that he has a responsibility to step up and help preserve a monument that represent Italy in the world. Another person who is Brunello Cucinelli, the ‘King of Cashmere’ is also helping defray the cost restoring the Arch of Augustus.
In addition another issue is whether Venice should reduce their advertising or accept every money they can get. Due to the shortfall in Venice, corporate sponsors such as Coco-Cola and Bulgari are allowed to erect large billboards near tourist attractions. For example, Coco-Cola Billboards were recently put up near the Piazza San Marco. The Ministry of Culture said that they are not in position to say “no” to money because every money that they get from the advertising revenue are used for renovations.
A marketing consultant, raised an issue that ‘passive tourist’ can poses a threat to the Venice. According to Nathalie Salas who is marketing consultant living in Italy, believes that the tourist poses a threat to the sustainability of Venice’s industry. But, rather that blamed on the tourist themselves, Salas believes that the problems arises in part from the way Venice is being positioned. Venice is becoming standardized because of all the chain brands and losing it uniqueness. Venice offer branded entertainment such as the Hard Rock Café.
The issue also the view of tourism in Venice as more an opportunity than a threat. Dominic Standish is the author of a new book in which he explore problem of Venice. Standish believes the root of the problems lies in city management and public policy. For example there is a need to modernize accommodations for residents as well as develop new facilities to serve the needs of students and visitors. He also support plans to develop a new maritime passenger service facility that will allow cruise ship to dock farther away from residential areas.
We apply the chapter of globalization in the case study. Globalization can be described as an ongoing process in which regional economies, societies, and cultures become integrated with and interdependent on one another. The drivers of globalization in Venice are declining trade and investment barriers. There are two macro factors underlie the trend toward greater the globalization. The first are the foreign direct investment (FDI) which is occuring when a firm invested resources in business activities outside its home country. The corporate sponsor such as Coca-Cola and Bulgari allowed to erect large billboard near tourist attraction. The Coca-Cola and Bulgari is invested in the Venice to attract tourist while the official at the Ministry of Culture allowed Coca-Cola and Bulgari to put up the billboards because to get money and use the advertising revenue to fund renovations.
Secondly, the role of technological change is the lowering of trade barriers made globalization of markets and production a theoretical possibility. Technological change had made it tangible reality. Air, water and noise pollution are effect by the cruise ship. This result from severe seasonal flooding and Dominic Standish the author of new book support a plan which is a plan to develop new maritime passenger services facility that we allowed cruise ship to dock farther away from residential areas. Meanwhile, a massive effort dubbed the Mose Project is underway to prevent flooding. Underwater flood barrier are being installed in the lagoon consisting of huge steel sheets, these barriers can be raised to prevent flooding and then lowered back to the seabed when not needed.
Globalization has various aspects that effect the world in several different areas. The effect of globalization in Venice are political and economy. In the political sense, globalization could mean the creation of a world government which regulates the relationships among governments and guarantees the rights arising from social and economic globalization. At Europe, Venice is one of a country that are provide international trade route. The route connect between Constantinople and West Europe. Other than that, Venice helped Norman’s invasion into the city. Next, economy is globalization has escalated the realization of a global common market, based on the freedom of exchange of goods and capital. Water damage is one reason that several of the city’s landmark are in need of repair. In the face of public budget shortfalls owners of Italy’s most famous fashion brands are footing the bill for historic renovation. The city use advertising revenue to fund renovations. The official cannot say to money because it is important to get it for renovate the historical monument.
THE CULTURE ENVIRONMENT
Culture refers to the knowledge, experiences, belief, values, attitudes, meanings, hierarchies, religion, notions of time, roles, spatial relations, concepts of the universe, and material objects and possessions acquired by a group people in the course of generations through individuals and the group. In dimensions of culture, Hofstede’s study is especially significant to managers in determining different cultural characteristics involved in international business settings. This Hofstede’s study is especially significant to managers in determining different cultural characteristics involved in international business settings. This five dimensions of culture are applied in Venice.
Firstly, power distance according to Hofstede is focused on how a society deals with the fact that people are unequal in physical and intellectual capabilities. Italy is high power distance culture which is seem to expect differences in power between people. In Venice, they can accept people that have high power than themselves. For example, ruler and his people have a limit to interact with each other for certain time and often cynical about persons in positions of authority. At there, subordinates are rarely allowed to call their superiors by their first names and personal tittle are very important to them.
Secondly, the individualism versus collectivism dimension focused on the relationship between the individual and his or her fellows. Venice is used collectivism which in their cultures people are born into a group. They tend to take care about themselves and their family first and be seen in many ways today. In Venice, they focuses on worked in group which when they do the job together, the outcomes that they get are equal to each other. Based on case study, when the flooding occur in the Venice many people contribute to make up the damaged and raised fund for the renovation of farmed architectural treasures. For example, the CEO of Tod’s which is Diego Della Valle contribute some of money to the restoration of the Colosseum in Rome. Brunello Cucinelli, the “King of Cashmere” is helping defray the cost of restoring the Arch of Augustus.
Lastly, Masculinity versus femininity dimension looked at the relationship between gender and work roles. In Venice they apply masculine cultures which is many peoples still treat women with gallantry and value machismo. In addition they are fewer in qualified job and Venice society embraces masculine values such as assertiveness, status and financial rewards. For example, Coco-Cola and Bulgari are allowed to put up large billboards to fund renovation that is because of water damages.