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1、StrategicDirectionsandMethodsReadingBookChTribe,J,(2010)StrategyforTourism,GoodfellowPublishers,Oxford.8Capon,C.(2008)UnderstandingStrategicManagement,PrenticeHall:HemelHempstead.7,8Tribe,J.(2005)TheEconomicsofRecreation,LeisureandTourism,ButterworthHeinemann,Oxford.-Johnson,G.
2、,Scholes,K.,andWhittington,R.(2008)ExploringCorporateStrategy,PrenticeHall:HemelHempstead.7,9,10LearningOutcomesAfterstudyingthischapterandrelatedmaterialsyoushouldbeabletounderstand:Strategicdirectionssuchasconsolidation,marketpenetration,marketdevelopment,productdevelopment,d
3、iversificationandwithdrawal.Strategicmethodsofgrowthincludinginternalgrowth,mergersandtake-overs,andjointventuresandalliances.Strategicmethodsofdevelopmentsuchasinnovationandentrepreneurship.andcriticallyevaluate,explainandapplytheaboveconcepts.CaseStudy8:MerlinEntertainmentMer
4、linEntertainmentisaninternationalattractionsbasedorganisationItsstrategyis“Tobecometheworldwideleaderinbranded,locationbasedentertainment.”ItplanstoachieveitsstaregybuProductDevelopmentRollingoutitsprovenchainablebrandsinternationally.Acquisitionsofotheroperatorsintheattraction
5、sindustryMerlin’srolloutstrategyisillustratedbythefollowing:MadameTussaudswaxworksmuseumswhichhavebeenopenedinLondon,NewYork,Amsterdam,LasVegas,Shanghai,HongKong,WashingtonDC,BerlinandHollywood.SeaLifeistheworld'sbiggestaquariumbrandwithover30centresinmorethan11countriesincludi
6、ngUK,Spain,theUSA,GermanyandPortugal.FiveDungeonsitesinLondon,Hamburg,Amsterdam,EdinburghandYork.TheMerlinEntertainmentsLondonEyeDirectionsThissectionconsidersthestrategicdirectionsanorganisationmighttakeinpursuitofitsoverallstrategy.Themaindirectionsare:withdrawalconsolidation
7、marketpenetrationmarketdevelopmentproductdevelopmentdiversificationTheAnsoffMatrixWithdrawalTherearesomecasesinwhichanorganisationmaywithdrawfromaparticularmarket.Thesemightinclude:De-clutteringContractingoutRaisingMoneyLegalComplianceCompetitionMarketdecline/economicprospectsL
8、iquidationPrivatisationConsolidationConsolidationimpli
