Two Factor Theory free essay sample

Two Factor Theory by Herzberg as its name suggested the theory indeed is divided into two parts. First part being the Hygiene factors or sometimes referred to as Maintenance. Extrinsic factors meaning they come from the environment of the task/job and the person carrying the task, and not from the person himself nor the task itself. By fulfilling these factors, workers have no dissatisfaction, vice versa the theory suggests that if these factors are in absent, workers will have dissatisfaction. Hygiene factors are basic requirements from workers, in which the organisation must provide and maintain in order to motivate and share good relationship with workers in the long run. Hygiene factors are indeed called extrinsic factors because they are factors such as salary, job environment; job security, companys policies and benefits, and so on. Simple explanations, ones salary should be at the same level of those having the same job in the same industry. We will write a custom essay sample on Two Factor Theory or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The job should provide good environment making the person will secured, hence has no dissatisfaction. In the case where ones salary is too low, one is likely to be dissatisfied and then likely to be demotivated. Second part being the Motivational factors, whereby these factors are much more personal, derived from within the worker himself; and because of that, to Herzberg motivational factors unlike the hygiene factors are regarded as motivators and also referred to as intrinsic factors. Motivational factors are much more short term factors, job achievement, job recognition, job promotion are examples of such factors. As mentioned Herzberg recognised as motivators and therefore if a workplace has high level of these factors, workers are most likely to feel satisfied. Herzberg explained when a workers accomplishment get recognised for instance, it can lead to a higher level of esteem; sense of responsibilities can lead to sense of ownership in the organisation. Assuming when workers have higher level of esteem, workers are more satisfied, and when workers share a sense of ownership with the organisation, they feel more motivated. Two Factor theory even though is widely accepted and implemented, it does have its limitations. Many said that Herzbergs theory, which assume the correlation between satisfaction and productivity lacks research support, and disregards human nature that tends to blame external factors when things go wrong. The theory speaks off safety in workplace, ignoring the environment faced by certain industry such as the blue collar workers. There is a point that shall be emphasised while reviewing the two-factor theory; that is by eliminating dissatisfaction (providing the right amount of salary per se) does not result in higher level of satifaction. By eliminating dissatisfaction (providing a secured job) can only result in a peaceful workplace, and not unnecessary motivate workers to perform better. More importantly, an organisation cannot keep raising a workers pay whenever he feels dissatisfied, therefore Herzberg suggested to focus on the motivational factors by utilising each workers competencies. Victor Vrooms Expectancy theory is a process of psychological thoughts, where by it is believed that workers are motivated when they believe they have the ability to achieve the task if they put in good amount of effort, and by achieving, as a return they will earn rewards which in their view worth their effort, and that the reward is something they desire enough to make an effort. Vroom concluded the workers performance is based on knowledge, experience, skill and personality, therefore each individual is different, and that they may share different objectives. Vroom specified three variables required for expectancy theory. The first one is Expectancy, in general workers have to believe that they are able to accomplish the given task for them to start feeling motivated. The second variable is Instrumentality, this stresses the fact that receiving a reward when the task is accomplished, must be ensured, if workers have doubt whether or not they will receive a reward, there is high chances they feel demotivated. Lastly Valence, it referred to the value workers hold towards the reward. Be it money, promotion or just a sense of recognition, different workers may value different rewards, therefore the management must find out what his workers value. Vroom concluded that individuals usually go for the option that has the most motivation forces (MF). And that motivation force is the product of the three variables being mentioned. Therefore MF = Expectancy x Instrumentality x Valence; noticing the formula, none of the variable can have the value of zero, or the whole process will be zero, meaning absolutely no motivational force.

The eNotes Blog Top 10 Gifts for Readers andWriters

Top 10 Gifts for Readers andWriters Christmas is a wonderful time for lovers of literature.   You can finally get someone to read a book you love, request one (or more) from friends and family, or even give or receive a book-themed item.   Here are ten suggestions sure to make bibliophiles smile. 1.   Banned Books Bracelet. A beautiful way to show off your love of literature and provoke interesting conversations, this bracelet from The Literary Gift Company is stylish and smart. Consider pairing it with a couple of the books depicted for a memorable gift. Books featured on the bracelet include To Kill a Mockingbird, The Color Purple, Howl, and Alices Adventures  in Wonderland, among others. 2. Holidays on Ice by David Sedaris. Released in 1997, this hysterical collection of essays by now-famous author David Sedaris will delight even the Grinchiest Grinch on your list. Darkly humorous yet full of relatable insights into the human condition, Sedaris captures both the love and the maddening spirit of the holiday season. 3.   The Book Lovers Cookbook. If you have both a foodie and a book lover on your list, this is a fun and tasty gift. The authors, who are both chefs and book lovers, have included selections from a variety of novels, everything from Oscar Wildes The Importance of Being Earnest to Fannie Flaggs Fried Green Tomatoes at the Whistle Stop Cafe. How about whipping up a delicious treat for your next book club meeting? 4.   Barnes and Noble Membership. At Barnes and Noble, you can get great savings all yearif you purchase a $25 membership. Consider paying for these great benefits for a friend or family member and give them the gift of savings for a full year! 5.   Peeramid Book Rest. Prop up your book comfortably wherever you are with this unique book rest.   Use the tassel to mark your place. Available in a variety of colors: burgundy, navy blue, and sage green, among others. 6.   Famous Faces Journals. If there is a writer and pop culture buff to shop for, you can’t go wrong with one of these whimsical journals. Choose from Audrey Hepburn, Dr. Spock, and Michael Jackson, among others. 7.   Go Away, Im Writing Mug. Perfect for the published, aspiring, or humanities student on your list. Also available in Go Away, Im Reading. No need to say anything, just point and grunt. Bah humbug. 8.   This American Life USB. Some of the best and most innovative writers in America are contributors to National Public Radios award-winning series  This American Life: Michael Chabon, David Rakoff, and Junot Diaz, just to name a few. Enjoy these fabulous stories and rich voices as you luxuriate in 35 hours of programs. 9.   So Many Books, So Little Time Night Shirt. Give your favorite gal a gift shell love to put on and then go curl up with a good book 10.   Penguin Books Montage Tie. In 1935, Penguin Books revolutionized the publishing industry by distributing classics in affordable, paperback editions. Celebrate their lasting legacy with this attractive montage of some of Penguins most memorable titles.

Brand, Why are famous brand products attractive people Essay

Brand, Why are famous brand products attractive people - Essay Example â€Å"Brands are not simply products or services. Brands are the sum totals of all the images that people have in their heads about a particular company and a particular mark. Brands absorb everything around them like Imelda Marcos in the shoe department at Nordstrom† (Scott Bedbury, CEO of Brandstream, a Seattle-based marketing consultancy, quoted in Kalin, 2001). Indeed the term has come to refer to not only the images a company produces in order to call their product or services to mind, but also the products sold, the services rendered, the building in which the company is headquartered or even the country in which it originated as well as the methods used to project these ideas and images to the broader public. To remain competitive in the world today, just about anything can be identified with a brand if it is so chosen – companies, museums, hospitals, even individual people (look at Martha Stewart for a prime example). When services are excellent, products exceed expectations, lines are in high demand and the public knows your name, branding can provide a significant assist in boosting international sales. This is the positive side of branding that allows a company to walk into a new country or territory with an already hungry consumer base. According to Aaker (1996), strong brands work for the company to help them establish their proper placement within the international and local marketplace as well as assisting in the development of a strong consumer base through broad recognition of the brand. This recognition then further works for the company by serving as a weapon to counter growing competition in a shrinking market (Barwise & Robertson, 1992). Corporations can then further use this position to help launch new extensions, such as a line of athletic clothes for Nike or a new flavor for Toblerone (Aaker & Keller, 1990). The use of celebrities in this regard has been generally considered

Media Portrayal of Women Research Paper Example | Topics and Well Written Essays - 1250 words

Media Portrayal of Women - Research Paper Example Subsequently, the longer the exposure and the more they internalize the model figure, the greater is the detrimental effect. According to the study, "The psychological processes through which the mass media act as a strong sociocultural influence on women's body dissatisfaction, and subsequent body-shaping behaviors, were only poorly understood previously" (66). Another study by Marika Tiggemann, Janet Polivy and Duane Hargreaves entitled, "The processing of thin ideals in fashion magazines: A source of social comparison or fantasy," also shows the effect of the thin models on the psychological make-up of women. The results of the study "indicate that women do engage in a moderate amount of both comparison on the basis of appearance and fantasy processing (imagining being the woman)" (88). Women consciously and subconsciously compare themselves with the model (positively or negatively) which will then result to fantasy and, worse, to obsession. The common speculation for the reasons why women, both young and mature, "buy and read magazines" are "for inspiration, self-improvement and pleasurable fantasy," but "this does make them feel positive in general" (89). In this case, the more a woman is exposed to these good-looking models the more she fantasizes and aspires to be like them. The foregoing studies bring us to the common sickness associated with negative body-image. The article "Dissatisfaction with Our Bodies and Eating Disorders" that appears at The Feminist eZine - Health enumerates the detrimental health effects of women who are dissatisfied with their own bodies. According to this article approximately 80% of women are dissatisfied with their bodies. Many resort to dieting in order to attain their desired size. Moreover, the source of their dissatisfaction is media portrayal of women. What media show are the "excessively thin, beautiful, young and flawless models" and that "women are repeatedly being exposed to these types of images both in printed ads, television, and movies." Consequently, dieting leads to eating disorders. Statistics show that the three most common eating disorders are: anorexia nervosa, bulimia nervosa, and binge eating. Women suffering from anorexia nervosa have an irrational fear of becoming obese, a preoccupation or with their weight and food, a distorted body-image, persistently starve themselves and deny their appetites (Dictionary.com, 2004). Bulimia, on the other hand, is "categorized by a binging and purging cycle. According to Wardlaw (2003) as cited in this article, "women affected by this eating disorder eat large amounts of food in one sitting (binge eating) which is followed by a purging from the body through vomiting, misusing laxatives, diuretics, or enemas. In addition, bulimics often use alternate methods such as intense exercise or fasting to balance the effects of excess calories." Still another disorder is

MULTI-HAZARD RISK ASSESSMENT, USING COLOUR MAPPING ON NATURAL Essay

MULTI-HAZARD RISK ASSESSMENT, USING COLOUR MAPPING ON NATURAL DISASTERS i.e FLOODING, EROSION - Essay Example Luiz, in his book ‘The 1755 Lisbon Earthquake: Revisited’, states that multi-hazard risk assessment considers three issues which include the interaction of generically different types of hazards, comparison of different types of risks from financial and disaster management points of view, and finally the consequential risks for industrial production, infrastructure, and the economy. Moreover, in the case of an imaginary disaster workshop, there exist aims to be achieved, objective messages for Non-Governmental Organisations and locals, solutions in multi-hazard assessment, as well as target information from the multi-hazard risk assessment using colour mapping on natural disasters. Colour mapping, also known as colour coded mapping is a risk assessment tool that allows objective and visual determination of risk levels. It also provides a route on which priority events can be identified hence easy assigning of responsibilities and determination of actions to be taken. Thi s method of colour coding was developed by Maria Dineen, as a result of the growing need to manage the increasing volume of incident investigations. Initially, Maria established only three incident grades. These grades include Green to represent minor events that do not require follow-up, yellow for moderate events that require local management action and red to represent significant events that require senior management attention. Later, orange was also introduced to represent events that, although not requiring follow up by the senior management, they should be reviewed and monitored by relevant local management teams (â€Å"Consequences UK†). Risk assessment aims at identifying, measuring, quantifying, and evaluating the worst effects of natural hazards in a comprehensible and comparable way (Haimes, 2009). The use of colour mapping in risk assessment by an organisation aims at various things. First, an organisation aims at introducing clearly defined levels of accountabil ity for action and learning from adverse events. Secondly, organisations aim at curbing disasters and risks before they take place. Colour coding enables an organisation to identify any potential disasters. In addition to that, organisations aimed at risk assessment are required to explore safety and quality to ensure that no one is hurt in the future. It also aims to reduce consequential risks that may take place after a disaster has passed. This aims at creation of a safety culture in the organisation. Another aim of using colour mapping in multi-hazard risks assessment, is to use it as a tool for qualitative analysis. Qualitative analysis is important in the incident management process. Colour mapping gives a quality analysis since it eases the analysis process. The concentration of one colour over a certain region on a map show the level of risk experienced in that area without necessarily requiring an expert’s interpretation. More so, colour coding enables a systematic d etermination of the events that require more attention. For instance, colour red represent an urgent attention to a certain area; so more concentration and spread of it shows that a larger area is at a high level of risk (Zhang, 2009). However, it goes without saying that challenges will be faced in application of colour mapping. In most cases, it is possible for someone to confuse between code red and code orange which are different although they represent very close levels of risk. This can compromise the

Analysis Of The Reason Why Destinations Brand Themselves Marketing Essay

Analysis Of The Reason Why Destinations Brand Themselves Marketing Essay As travel and tourism is one of the biggest global industries, the competition all over the world is enormous (World Travel Tourism Council, 2007). Therefore one of the most important things for a destination and moreover a key task for destination marketers, mainly due to the already mentioned global competition, is the process of branding a certain destination. The marketers have to be aware that there are many other destinations that try to attract the potential tourists and visitors as well. Consequently branding is essential and very important for a destination to show what it has to offer through the use of words and symbols for instance. A brand can have many different forms. It can for example be a logo, a symbol, a trademark or a name. Furthermore branding is not a new idea, even when, according to Gilmore (2001; as cited in Morgan et al. 2002: 57), many people tend to think of it as something new. But it is not a new phenomenon; branding already exists for years. Gilmore argues that many of the brands we use today have been in existence for over 100 years (Morgan et al., 2002: 57). This statement shows that branding products, which are in the case of this essay destinations, has been existing for a very long time and still has a huge significance all over the world. The aim of this essay is to critically assess the reason why destinations brand themselves. In addition it contains general information about branding like definitions, what branding is about and why rebranding in particular cases is necessary. The outcome is a conclusion and recommendations for branding destinations in the future. Before explaining the necessity of branding it is important to have a look at several definitions of this term due to many different ones existing. Kolb (2006: 229) for example defines branding as the use of words and symbol to represent the image of a product and the benefits it offers to consumers. Furthermore he adds that branding is about the promotion of the unique benefits that tourists will experience during their visit (Kolb, 2006: 18). According to The American Marketing Association (as cited in Tasci and Kozak, 2006: 300) a brand is defined as a name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. This definition adds the differentiation from other products and it goes along with Milligan (1995; as cited in Tasci and Kozak, 2006) who expresses the importance of differentiating one brand from others as well. He argues that a brand is wha t differentiates you and makes you special. Besides along with Morgan et al. (2002: 11) branding is perhaps the most powerful marketing weapon available to contemporary destination marketers confronted by increasing product parity, substitutability and competition. But is the branding process of products the same as for destinations? Or is there a difference between branding normal products and destinations? According to Caldwell and Freire (2004: 50) many academics (e.g. Cai, 2002; Kotler and Gertner, 2002; Olins 2002) argue that places can be branded in much the same way as consumer goods and services. And also along with Pike (2005; as cited in Balakrishnan 2009: 613) destination brands are also similar to product and services. They have both tangible and intangible components, are mostly service dependent, and can be positioned through the use of slogans. But besides these arguments there are also some academics that see a difference between the branding process of normal products and destinations. According to Karavatsis and Ashworth (2005; as cited in Hankinson 2009: 98) the branding of places as destinations requires more complex managerial activities than product brands. Furthermore along with Hankinson (2001; as cited in Murphy et al., 2007) creating brands as defined and discussed in the traditional marketing literature is a more difficult and complex process when considering d estinations and locations. These findings of different academics show that some consider the branding process of destinations as more challenging than branding products in general. Therefore the author of this essay thinks that it is necessary to define destination branding separate to the branding process of normal products in general. Along with Cai (2002; as cited in Murphy et al., 2007: 5) a destination brand is defined as perceptions about a place as reflected by the associations held in tourist memory. Furthermore Morrison and Anderson (2002: 16) describe destination branding as a process used to develop a unique identity and personality that is different from all competitive destinations. According to many academics (e.g. Eby, Molnar and Cai 1999; Gartner 1989; as cited in Hem and Iversen, 2004: 85) unlike other tangible products, tourists are not able to test drive and try the destinations before making a choice. When deciding to go on holiday you pay for something that you will not receive at once. Furthermore Hem and Iversen (2004: 85) argue that the decision involves greater risk and extensive information search, and depends on tourists mental construct of what a potential destination has to offer relative to their needs. A very important question when branding destinations is how long the brand can be used? According to Kotler (1997; as cited in Tasci and Kozak, 2006: 300) the seller or maker of a brand [à ¢Ã¢â€š ¬Ã‚ ¦] is entitled to exclusive rights to use the brand without any expiration dates, which distinguishes it from patents and copyrights. Therefore destination marketers are able to use a brand endlessly. This is a great advantage because when a well-working brand is created it can be used as long as the marketers wish to. There are many destinations that do it this way but there are also some who change their brand from time to time. This change of the brand has to be done when a brand does not attract enough people to visit a certain destination. But more significant than having a look at what branding is, is to clarify why is it necessary for destinations to brand themselves? It is important that a brand shows real benefits in order to be effective (Kolb, 2006). These benefits include that the brand is understood easily, memorable, and it has to be designed in a way that it can be used on every form of communication (Kolb, 2006: 222). Furthermore Kolb (2006: 222) argues that it is very important that the potential tourist understands the brand symbol and message easily because if they are confused by the words and image communicated, the branding may be noticed but will not attract them. Therefore it is necessary to know the target group before creating a brand because if the consumer does not understand the message of the brand he or she will not be interested in it and furthermore not be attracted by the destination. According to Kolb (2006: 229) branding provides a shorthand message that will hopefully be heard by the potential tourists and visitors over all the other destinations. That means that the brand of one destination needs to be created very well and moreover it has to be more attractive than other brands. Besides this Gilmore (2001) argues that branding seeks to convey messages to the user or potential user of a product or service. These messages need to be simple and consistent, since we are all bombarded with messages from hundreds of products every day (as cited in Morgan et al., 2002: 58). Kolb and Gilmore both argue that it is important to create brands that are easily understood by the potential tourists or visitors of a destination. The author of this essay fully agrees to both of them because if a brand is not understood by first glance or is not attractive enough that the consumer has a deeper look at it to understand what it is about, than all the effort to create the brand w as not really worth it. When a brand is created it is necessary that the destination marketers use it to communicate it to the potential tourists and visitors. According to Kolb (2006: 229) the brand should appear on all forms of communication like letters, flyers, the websites, brochures as well as T-shirts. Besides those facts concerning the design of a brand, it is according to Kolb (2006: 221) important that tourism marketers choose an identity that authentically and genuinely reflects what the city has to offer. The different forms of communication and the well-chosen reflection of the offers show only some of the challenging points branding has to deal with in the various steps the brand has to pass through during the process of creating it. According to Kolb (2006: 229) developing a brand takes time, effort, and creativity. Besides these mentioned facts branding is also very expensive due to many different things that have to be considered. One of the first steps is that the brand needs to be created. When this stage is taken, the next one is to communicate the brand by using it for all the representing articles like letters or brochures. One rather risky point is that these articles have to be printed before the destination marketers even know if the brand will be understood by the potential tourists or visitors or not. But why is it still so important that destinations brand themselves when there are all these aspects which are at first sight rather negative? Kolb (2006) argues that branding can develop repeat visits due to familiarity with the brand. In the best case branding remembers the tourists of all the benefits the destination has to offer and therefore may create brand loyalty (Kolb, 2006: 229). The loyalty towards a brand can most easily be achieved through the constant use after the successful creation of a brand. When the potential tourists or visitors understand the brand and are attracted by it they may visit the destination. If they like it and the well-working brand remains they possibly visit the destination again which means that brand loyalty is created. One very well working example is the case of New York City with its brand I love NY. The potential creation of loyalty towards a brand leads to the idea of building a relationship with a brand and therefore with the corresponding destination. This is suggested by Kotler (1997; as cited in Tasci and Kozak, 2006: 300) who mentions the evoke of emotions. Furthermore this idea arises as well according to Morgan et al. (2002) who argue that the potential tourists and visitors need to get a relationship with the destinations visited. They reason that it is not a question of price but a question of emotions what makes the tourists visit or revisit a certain destination. The author of this essay not fully agrees to this statement. The point with the relationship may be true as well as important but nevertheless nowadays, after the financial crisis, the people have less money to spend and therefore the price is an important point when choosing holidays. However, the idea of having a relationship with products is nothing new, it is already suggested by several other academics (e.g. Urdde, 1993; Sheth, Mittal and Newman, 1999; as stated in Morgan et al., 2002). Along with Kolb (2006: 18) it is necessary that a brand gets into the consumers mind. Without this step it would not even be possible to build a relationship with a brand. This goes along with Lury (1998: 4) who argues that it is our perceptions our beliefs and our feelings about a brand that are most important. However, according to Hallberg (1995) mere emotion is not enough, the key is to develop a strong brand which holds some unique associations for the consumer but emotion has always been an important component of branding (as cited in Morgan et al., 2002: 12). According to Weinreich (1999; as stated in Morgan et al.,2002: 25) in the case of destination branding the destination managers should not think in terms of the traditional brand life cycle, brand managers should be thinking of the S-curve which charts a brands life and development through birth, growth, maturity, decay and death (see Figure 1). The S-curve symbolises a series of stages in the brands relationship with its consumers, revealing useful insights into a brands communication requirements (Weinreich, 1999; as stated in Morgan et al.,2002: 26). The first stage in the S-curve diagram, the fashionable stage, shows the stage when the destination is new and exclusive and therefore yet small due to the lack of advertising activities (Weinreich, 1999; as stated in Morgan et al.,2002: 26). Within the next and so-called famous phase, a destinations brands consumers are loyal and affluent but at any time the destinations brand values may become irrelevant to them hence the on-going need for them to remain fresh and appealing. According to Weinreich (1999; as stated in Morgan et al.,2002: 27) the destination needs to remain contemporary but if it fails, it will drift into the familiar zone where everyone knows about the destination, but it hast lost its appeal. The following stage is the familiar phase wherein it is not easy anymore to attract lucerative market segments. This stage is followed by the fatigued phase in which the question of a potential refreshment needs to be asked. Figure 1 Source: Morgan et al., 2002: 25 According to Gilmore (2001) it is essential that a destination is unique. Furthermore Gilmore argues that this uniqueness has two different sources: first, the culture of the destination itself, which is normally unique or a unique combination of cultures, and, second, from the combination of other benefits convenient yet unspoilt, lively city with peaceful countryside, historic monuments and great food (as cited in Morgan et al 2002: 60). When a destination does for example not have great cultural aspects to offer, food can be a very important benefit for a destination. Along with Hall (2004: xiii) [à ¢Ã¢â€š ¬Ã‚ ¦] food is a significant part of tourism. Furthermore Hall (2004) argues (as cited in Hall et al., 2003) that food has come to be recognized as part of the local culture which tourists consume, as an element of regional tourism promotion [à ¢Ã¢â€š ¬Ã‚ ¦]. This statement leads to the possibility that a destination may include its traditional food into the brand which is a very effective way of using a benefit if others like for example the countryside are not really effective. According to Mitchell and Hall (2003; as cited in Gyimà ³thy and Mykletun, 2009: 260) the growing interest in culinary products and traditions implies that food is also becoming a more important factor in influencing tourists motivations for traveling to a particular destination. Furthermore they argue that it is necessary to market the culinary products to the various consumers. To use traditional products like food is how a destination may rebrand itself successfully if for example another brand did not work very well to attract tourists. But there are also other reasons why destinations may have to rebrand themselves. Additional reasons are disasters, natural as well as manmade ones and political issues. In this case rebranding is very important because the destinations need to regain the visitors trust again. A destination or even a whole country may have certain image problems due to for example a crisis or a war. Therefore it is very important for destination marketers to create a new brand that convinces the potential tourists or visitors of the good sides the destination has to offer, even when the image is perceived differently. As could be seen to brand a destination is different than to brand any kind of product. As many academics (e.g. Kolb, 2006; Milligan, 1995; Tasci and Kozak, 2006) argue it is necessary to create successful brands for destinations in order to be competitive in the huge existing global market. A successful brand that is understood by the potential tourists or visitors may create loyalty towards a brand. However, before brand loyalty can be created it is essential to produce a well-working brand that is understood simply. In many cases this is not really easy and it always depends on what a certain destination has to offer to the consumers. If a destination does not have any outstanding offers like for example a unique combination of cultures or a special countryside it is also possible to use for instance the local food to attract potential tourists or visitors and to use it for the brand (Gilmore, 2001). But according to many academics (e.g. Kolb, 2006; Morgan et al. 2002) the most important thing is that a relationship with a certain destination has to be achieved. Otherwise the potential tourists or visitors would not visit or revisit the destination and brand loyalty would not be created at all (Kolb, 2006). To build a relationship towards a brand expects that the message of a brand needs to be understood. Therefore another important point when creating a brand is the message that shall be communicated to the consumers. It should be understood by the potential tourists or visitors, which are a specific target group, to attract them; otherwise they will rather not be interested in the destination (Kolb, 2006). But not only the creation of the message itself is a challenging point within the developing process of a brand. Furthermore, the brand has to pass through different stages, which is shown in a diagram called the S-Curve. These various phases in a brands life all have their o wn challenging points and the destination marketers have to be aware of those already in the developing process of a brand (Weinreich, 1999). Although within the developing process of a brand those challenging steps occur, it is inevitable for destinations to brand themselves. Only through branding the potential tourists or visitors can build a relationship with the destination. And therefore the destination can be attractive as well as competitive. In the future it will be important for destination marketers to stick to their well-working brands if they have already created one or change their brands if it is necessary to rebrand the destination. Otherwise it would not be possible at all to compete against the huge amount of existing offers all over the world. As the most important point is the creation of a relationship it is therefore necessary that the brands created help to build a relationship between the destinations and the potential tourists or visitors. Only through the connection between a destination and the consumers a destination can be competitive and the message will be heard over all the other messages. Bu t without a brand it would not even be possible to attract anybody.

The Effects that Affirmative Action Has Had on Past and Future Endeavor

The African American experience in the United States is one that could almost be described as irreparable. The African American debut in this country was one that started off as foul as a situation could be. The slavery experience ranks amongst some of the most inhumane eras in the history of mankind. The settlers in the colonies viewed Africans as only 3/5ths of a man and used Africans as tools, or pets, as opposed to acknowledging them as real thinking, loving, feeling human beings. Amazingly so, African Americans were able to advance in this society to a plateau in which we are now, by definition, accepted as equals. Racism still exists in many social institutions and mindsets of our citizens, but opportunity now is vast, compared to how it was over time. With the well documented existence of racism, there has to be an option that levels the playing field for African Americans. That equalizer is affirmative action. Affirmative action is a policy or a program that seeks to redress past discrimination through active measures to ensure equal opportunity, as in education and employment. In addition to providing equal opportunity, affirmative action also serves as a form of reparation for the actions by white America in the past. With the advancement of African Americans in this society, some argue that affirmative action actually is a way to declare inferiority of the black people, and holds African Americans back in terms of progress in the nation. Others argue that it is the only way that the African American person can receive fair treatment in a nation that is still blinded by prejudice. Affirmative action is a crucial debate that has no finite solution. Even if it is granted, there will still be those who view it as a cop-out or â€Å"crutch† for African Americans and other minorities. This reason is why affirmative action serves as a double-edged sword. Although the notion of affirmative action serves as a double-edged sword, affirmative action in the 21st century is headed in a direction that will benefit African Americans economically, throughout the venues of employment, income, education, and social status; and by doing so, affirmative action has definitely served as a pivotal method to assuage and suppress racism and prejudice in these United States. Affirmative action is a staple in today’s American employment system, but there was a long road to ach... ...he or she does not perform, then that may perpetuate racism. If one comes into an office and he or she excels and is above the others in the office, then it will be understood that this person did not get here just because they are a minority, but because they are capable. These reasons are why one must acknowledge the fact that affirmative action suppresses racism and eliminates it, simply because it does the least it can do, in providing opportunity-opportunity that was not always given in a more racist society, but is offered today. In the 21st century, affirmative action should stay in place, and will contribute to the advancement of minorities. The actual advancement depends, not on policy, but on the initiative of those involved. Bibliography _____________ Brunner, Borgna, Timeline of Affirmative Action Milestones (2005). http://www.infoplease.com/spot/affirmativetimeline1.html. Clinton White House Staff (1995). Affirmative Action: Emperical Research. In   Ã‚  Ã‚  Ã‚  Ã‚  Affirmative Action Review: Report to the President, Chapter3. Retrieved from   Ã‚  Ã‚  Ã‚  Ã‚  http://www.policyalmanac.org/culture/archive/affirmative_action_empirical.shtml