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Porter's Five Forces Tourism Industry

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Porter’s five forces analysis is a tool is useful for us to analyse the threat of competition in an industry. Porter believed that the industries were influenced by five forces; competitive rivalry, threat of new entrants, bargaining power of suppliers, bargaining power of buyers, and the threat of substitutes. Analysing these areas can allow you to see attractiveness of the market and find a competitive advantage. Competitive Rivalry In this section we look at who are our competitors in the same industry and how can we gain the large portion of the market share and profits. However, if the level of competition becomes too high it can ultimately lead to a decrease in profits. There has been an increase in the amount of competitors on the tourism industry over the last 10 years, with the introduction of online sales and new airlines. For the tourism industry the level of competition can be quite high as …show more content…

If their planes are high-class, then it is more likely that more people will benefit from their services, and the same is with hotels. If they are nicely and functionally done, then their services will be of a higher standard, and the company will gain new customers. The bargaining power of suppliers is neither too high nor too low. Bargaining Power of Buyers This is where you are able to determine the price with your suppliers. This can happen if there are a large amount of suppliers and you are buying in bulk. This may force suppliers into a price war. The buyers of the services of travel agencies are consumers, that is, individuals and businesses. For this industry we are dealing with a small degree of concentration, due to the wide range of services. Customers accustomed to a high standard to remain faithful to their favourite agency even when the price increases, because the well-known brand and the strong position in the market inspires

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