Vision

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Vision

This vision is created based on the 10 societal trends analysed in the previous chapter. It is the contrast between the Globalisation, Urbanisation, Social media, AI and Slow tourism, healthy lifestyle, personification and sustainability. The first section of trends, it is all about being connected. It is all about growing, which leads to having a busier everyday life and/or more like having an everyday life our body is not biologically built for. Due to that, there is a rise of the anxiety, depression and burnout in the recent years. (The NeuroTracker Team, 2019)

On the other hand, because of that and the rise of sustainability, it seems that people started taking care of themselves more and in more alternative ways. In addition, the travel behaviour changed as people want to travel to experience the local spirit and do activities that are valuable for the destination itself. Local involvement has never been so much in the tourism industry. That is how the vision of the organisation was defined, as we want to offer the travellers escape from the everyday life and involvement with the local community through meaningful activities.

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Values

Impressive values- the values that give a person a good feeling about themselves. Ones relevant to our tourism product are self- confident, self- capable, broad-minded, ambitious. It is due to the fact, the core is slow tourism and it is safe to assume, people that are interested in developing and caring about themselves are the targeted customers. As a most important impressive value is the self- capable, as it is an authentic travel experience.

Ultimate values- They are formed by the impressive values, and are like a final goal, ideal vision that people would like to achieve in the long term- inner-harmony, a comfortable life and social recognition. The slogan of the organisation is “Inner harmony is the new rich”, which is also the most important ultimate value we as organisation focus on and hopefully, we can have a big impact on achieving those long-term goals. (Boers, 2011)

Personal opinion

In my opinion, the accelerated development of technology is more than great, however the negative impacts of it cannot be overlooked. The advantages are so many: connectivity, accessibility, it saves time, it makes things easier which unfortunately leads to people neglecting many things such as valuable connection, privacy and security issues. The rise of social media led to a higher feeling of insecurity in people due to the fact that majority of people portrait themselves differently, in a more positive way than in real life.

Moreover, it led to more competition in the tourism industry – cheaper airlines, accommodations etc. leading to a even bigger issue of a mass tourism. Mass tourism speeds up the process of urbanisation and globalisation as well.

Although, it seems there is a lot of negative impacts of these mega trends, on the other hand there led to a lot of positive movements. The biggest one is sustainability – organisations became more sustainable, people became more conscious about the environment and the natural resources. In addition, mindfulness and healthy living keeps growing due to that as well. This led to the growth of slow and authentic tourism also.