Nurturing entrepreneurial thinking is also essential for employers: By believing in their creative potential, businesses empower entrepreneurial employees to bring innovative change to a company from within. Travel and tourism entrepreneur ship are based on certain influencing factors. In many instances the new idea requires the creation of a new to produce and sell the ideas to customers. The aim is to maximise potential economic and social benefits of tourism development within the host destinations. Blackman, A., Foster, F., Hyvonen, T., Kuilboer, A., & Moscardo, G. (2002). Starwood appears to have been as clever at marketing the bed as developing the original ‘all white’ look of the product, raising the possibility that the real innovation was in marketing the bed. Examining tourists industry and tourism industry processes are the principal phase to empowering the educated youth to undertake tourism entrepreneurship business. As part of its work in diversifying the tourism experiences on offer in the EU, the Commission co-funds sustainable transnational tourism products that can contribute to tourism growth. 4 Table of Contents 1. (Dr Stephen Ball, Reader in Hospitality Management, Sheffield Hallam University) MethodologyThis study based upon secondary data and that has been collected from text books, research papers, and websites. The study indicated that generally new graduates tended to feel under confident in their first jobs. The forum is where it all happens — head over to the Social Entrepreneurship in Tourism section. © 2008-2021 ResearchGate GmbH. Examples of entrepreneurship are Facebook, Care.com, Sword & Plough and a Checkers franchise. Entrepreneurship Activity’ (TEA), over the last seven years (2010 – 2017). Entrepreneur example In today’s economy is not only important to been able to afford health care but to also know what our plan offers. Albu, C. (2013). GradesFixer.com uses cookies. Tourism entrepreneurship is defined as activities related to creating and operating a legal tourist's enterprise. Situating social entrepreneurship in tourism The critical concepts that surround social entrepreneurship include social value creation, social innovation, and sustainability; these also encapsulate the significance of social The pronounced digitization processes in all segments of the operation cause changes in the rural tourism sector. These small businesses are the fabric of local society. Der. Thetypes of tourism result mainly from the different motivations of the journey, i.e. The Tourism Industry Association gives CD Tourism in real life – assets for effective tourism organizations. Tourism Entrepreneurialism New Zealand Citation Ateljevic, J. These enterprises are also seen to be providing a new type of tourist experience as many of them are focusing on cultural tourism products. The Belarusian public association "Rest in the country" is a part of the International Society for Ecological Tourism (TIES). co, “His Company lets consumers compare dentists by price and reputation” (Zimmerman, 2012). Tourism is an important industry that contributes at least 9 per cent of the world's GDP, and makes a significant contribution to the economic development of many countries. Five universities offered entrepreneurship modules at more than one level in their course, and Napier University, Edinburg, offered a degree program titled ‘hospitality management in ‘entrepreneurship’, ‘enterprise’, ‘innovation’, or ‘development’ related to the business, new business, concept or product. In simple terms, Special Interest Tourism refers to the provision of customized tourism activities that cater for the needs and interests of individuals and groups. Bill and Bowmen-Jones (2004) also strongly support the need of an integrated approach, using PDP in conjunctions with the academic curriculum and wider learning opportunities in order to support the development of entrepreneurial skills, which students require to ‘operate in highly competitive, complex, and dynamic workplace’ ( 2004:18) HospitalityEntrepreneurship teaching is fairly widespread in hospitality management higher education programmes in the UK. Tourism is perceived as an adopted strategy to creating more equitable economic growth in South Africa. For the study of tourism, the most suitable method from the geographic point of view is typify it, because it allows the delimitation oftourist areas. Some clever entrepreneur started it. If you fit this description, you can use our free essay samples to generate ideas, get inspired and figure out a title or outline for your paper. It also includes instruction in traditional business disciplines such as management, marketing, information systems and finance. Today you have 10 camps to choose from. India's Tourism Industry, https://www.ait.org.tw/infousa/zhtw/DOCS/enterp.pdf, Ramukumba, T., Mmbengwa, V. M., Mwamayi, K. A., & Groenewald, J. However innovation also includes existing ideas that are reapplied or deployed in different settings for different customer groups. Entrepreneurship is the engine that drives any successful industry or economy. Exploring tourism entrepreneurship in Cornwall, Williams et al., (1989) observed the concept of lifestyle entrepreneur which was to become a permanent figure in further studies conducted within the tourism and hospitality industry (for example, Ateljevic and Doorne, 2000; Di Domenico, According to the White paper on tourism (1996) the tourism sector is expected to be the leading economic sector in the country by 2014. Interpretation Shrinking manpower within the industry is, today, a very real problem. 3 Lifestyle entrepreneurs as agents of degrowth: The case of nature-based tourism businesses in Scandinavia Tourism entrepreneurship eliminates societal problems, but surge the fiscal growth and development of a country, resulting to rise in country GDP. Introduction Tourism offers opportunities to start up various types of business, in the tourism market, changes within the industry, and changes in setting/location. Tourism Entrepreneurship and Regional Development: Example from New Zealand 10. Employment has continually been a dominant subject in development. These factors can be called the qualities which should be present in a good entrepreneur. Retrieved 02 25, 2017, from World wide web: Opportunities and Challenges in Tourism Development, International Journal of Hospitality & Tourism, 2nd Biennial International Scientific Congress: The Influence, acts of tourism for emerging tourism entrepreneurs : The case of. Attention! This new text is designed to develop a greater understanding of the process and context for entrepreneurship as well as to provide key concepts which will enable the reader to become more entrepreneurial themselves. 2021 © gradesfixer.com. The aims of this study were to test this proposition by exploring the current state of play in the Malaysian hotel sector by soliciting the views of key, industry experts. Physical and virtual accessibility through innovation 8. This suggests that there is a need to develop a customized, industry-wide service delivery model that could assist hotel operators to improve service quality. The tourism business is one of the largest, fastest growing sectors. Entrepreneurship is considered a central force of economic development, as it generates growth and serves as a vehicle for innovation and change. It includes instruction in opportunity recognition, commercializing a concept, marshalling resources in the face of risk and initiating a business venture. Competitive pressures, shifting consumer preferences, and consumption patterns, technological advances, consolidation, price discounting, and new distribution channels are but a few of the changes in business landscape. x Entrepreneurship in Hospitality and Tourism and the maximum revenue varies depending on industrial sectors. This was done to inform strategies to support the effective development of key skills by students through the use personal development planning (PDP). The conditions of the primary region and the destination: Tourism for very extensive period of time business. TourismThe teaching of entrepreneurship is also prevalent in tourism subject provision in UK universities. This paucity is being felt across all levels of staff and management now, and across all departments. We provide you with original essay samples, perfect formatting and styling. Employment has … (2013). Nako, T., Dejan, M., Tatjana, D., & Oliver, F. (2011). Tomkins included that work experience (including community or live works), practical modules or personal developments planning were important vehicles in supporting the key skills development of students. Travel and tourism sector of the world is the fastest growing sector. inconsistent often failing to meet international standards. GOVERNMENT ROLE IN MOTIVATING TOURISM ENTREPRENEURSHIP. Innovation and entrepreneurship are connected because the entrepreneurial mindset is essential to founding new businesses as well as rejuvenating existing ones. Finally, a model of small business operators’ motivations for engaging in entrepreneurship in the tourism and hospitality sector is pro-posed. Product innovation address final goods or services while process innovations address how an organisation does its business. "Entrepreneur" (/ ˌ ɒ̃ t r ə p r ə ˈ n ɜːr,-ˈ nj ʊər / (), UK also /-p r ɛ-/) is a loanword from French.The word first appeared in the French dictionary entitled Dictionnaire Universel de Commerce compiled by Jacques des Bruslons and published in 1723. services, hotels, handcraft business development centers and travel agents. The most common words in module title were ‘entrepreneurship’, ‘enterprise’, ‘innovation’, ‘business development’ and ‘small businesses’. Key words: Tourism, Entrepreneurship, Japanese Tourist, Preferences 1 A Study of “Tourism Entrepreneurship in Rajasthan” with special reference to Japanese Tourists 1. Mukherjee, D. (2012). Access scientific knowledge from anywhere. The hospitality, leisure, sport and tourism industries can be regarded as archetypal entrepreneurial industries employing approximately 10% of UK employment in 2004 is over 1,60,000 food service outlets, 26,000 guest houses, 3,000 health and fitness clubs, 15,000 hotels, 3,000 health and fitness cubs, 6,800 visitors attractions, ranging from garden to local museums and many other types of outlets, according to Mintel.The vast majority of these are small independent owner-managed businesses with outlets which opened having taking advantage of low barriers to entry. to represent all their viewpoints and welfares associated with the sector (Brokaj, 2014). For many invention and innovation are synonymous. Before you start advertising your services, here is an example … A. In depth interviews were used to explore their perceptions of the importance of the people dimension in service delivery. Besides this, international agencies such as World Tourism Organization and World travel and Tourism Council are also playing very critical role in terms of promoting the tourism within country. By continuing we’ll assume you board with our cookie policy. Communal infrastructures 10. Tourism considered a state subject, which leads to fragmented and piecemeal approach to address the needs of the sector, Absence of ‘Infrastructure’ status to hotel sector ‘Industry’ status to tourism not granted by all state, tough lending norms by Indian banks Multiplicity of taxes; local governments unaware of the potential, Luxury tax computed on published rates in many states, Opaque licensing process a major reason for delay in project execution, Hotels classification/rating system outdated, Acute lack of value-for-money propositions, poor tourist infrastructure and on-ground support. To. Everyone has the dream of starting up their own business and being their own, Beegom (2013) some key hurdles that all entrepreneurs and business owners face when starting a, The tourism business has been acknowledged as one of the main businesses for lashing economic. This paper describes the design and introduction of a new programme in entrepreneurship at the University of Tasmania. In this study we focused on the factors that suppress developing tourism entrepreneurship in MAZANDARAN as touristic province of IRAN and to find the opportunities for its improving it. Tourism Entrepreneurship (A Review on Challenges in Small Tourism Businesses in Sri Lanka), Bölgesel Kalkınmada Turizm Girişimciliğinin Rolü: Akçakoca Örneği, Analysis of the socio-economic impacts of tourism for emerging tourism entrepreneurs: The case of George municipality in the Western Cape Province, South Africa, Developing the Enterprise Curriculum: Building on Rock, Not Sand, Factors contributing to successful tourism development in peripheral regions, India's Tourism Industry - Progress and Emerging Issues, Opportunities and Challenges in Tourism Development Roles of Local Government Units in the Philippines 1, Development of a sustainable tourism destination, Introduction: Entrepreneurship in Tourism and Hospitality: The Role of SMEs, Barriers to Improving Service Delivery in Malaysian Hotels: Experts views on a proposed model, Sustaining Creative Entrepreneurship: The Role of Innovation Systems, Success factors of growth and development for small and medium enterprises in tourism sector, Conference: National Seminar on Entrepreneurial Opportunities for Educated Youth in Global Business. Entrepreneurship in health care There are still multiple opportunities for entrepreneurs to make use of. A. (Sonia Tartar, Hotel Yearbook 2018) The hospitality industry had undergone tumultuous changes in the last five years. (Cathy A. Enz, Jeffery S. Harrison). are considered illicit and illegal and hence, do not fall within the purview of tourism enterprises. Thirteen universities were identifies as offering entrepreneurship related modules in their courses, at a variety of levels, although mostly this was in the final stages of the course. The EUMillennialsTOUR project aims at developing a transnational tourism product mixing together culture, education, knowledge capitalization and entrepreneurship up-skilling. Knowledge, skills and aptitude neededto be successful as an entrepreneur in tourism and hospitality.Small Business Owner/Operator Tourism Small Business Owner/Operators are accountable for planning, decision-making and management of all aspects of the tourism business. The ROLE of ENTREPRENEURSHIP in TOURISM INDUSTRY: An Overview, Entrepreneurship, tourism industry, unemployment, tourism development, Identifying the right business site, noble employees and loyal customers, Unanticipated business trials and expenditures, Keeping up with industrial changes and developments, Overrating, concentration and passion and resolution. The concept of “Heavenly Bed”, first launched by the Westin brand in September 1999, may be an example of benefit gained by being the first to introduce product rejuvenation. Exploring tourism entrepreneurship in Cornwall, Williams et al., (1989) observed the concept of lifestyle entrepreneur which was to become a permanent figure in further studies conducted within the tourism and hospitality industry (for example, Ateljevic and Doorne, 2000; Di Domenico, Our website is a unique platform where students can share their papers in a matter of giving an example of the work to be done. For example, in India, wildlife hunting, flesh-trading (prostitution), drug trafficking, etc. All rights reserved Gradesfixer ™, “Entrepreneurship In The Hospitality Industry And Tourism  .”, Entrepreneurship In The Hospitality Industry And Tourism   [Internet]. Facilitating information for specific target groups 6. Tourism entrepreneurship: the contours of challenges faced by female-owned BnBs and Guesthouses in Mthatha, South Africa Tabisa Monalisa Hlanyane* Walter … Rural Tourism Path to Economic and Regional Development in India. Introduction Introduction Tourism contributed 10% of global GDP, generates more than 30% of the world’s services exports and provides one in eleven jobs worldwide. If you find papers matching your topic, you may use them only as an example of work. The aim of this research is to identify factors influencing the success of Polish SMEs in tourism sector (measured by the gross profit per employee). 1. Keywords: entrepreneurship, tourism, entrepreneurship, hospitality, local development JEL Classification: L83, M13, Q13 Introduction Currently, entrepreneurship, business development and innovation through SMEs are important drivers for success in the tourism and hospitality industry, major sources of jobs. al., 2003). Further, the introduction of the all white ‘Heavenly Bed’ with a custom designed pillow-top mattress, goose down comforters, five pillows and three crisp sheets ranging in thread count from 180-250, was not a radical product innovation. Altinay L, Daniele R, Gurel E 2010, Tourism students' entrepreneurial intentions, Annals of Tourism Research Anderson AR, Warren L 2011, The entrepreneur as hero and jester: Enacting the entrepreneurial discourse, International Small Business Journal Baum, J. R., and Locke, E. A. The importance of entrepreneurship to hospitality, leisure, sport and tourism an entrepreneurial approach is just as relevant and important in hospitality, leisure, sport and tourism as in other sectors, if not more so. This unique industry is particularly ripe for transformation by SE and the book’s authors delve deeply into the … 2 Decommodification as a socially embedded practice: The example of lifestyle enterprise in animal-based tourism. Developing a new product or process is not enough, the innovation firm must know how to convert an idea into a service or a product that customers want. Tureac, E., & Anca, T. (2008). Tourism has become more comprehensive of novel ideas. . The Tourism Enterpreneur: The Overlooked Player in. You can order Unique paper and our professionals Rewrite it for you. They tend to be highly flexible to changing customer demands and offer personal and localised service. Devising a workable tourism business plan is essential to bringing visitors to your destination. This volume explores the links between the rapidly growing phenomenon of social entrepreneurship (SE) and the international tourism and hospitality industry. These vies support the results of a previous survey conducted by the Higher Education Careers Service Unit (1999) which indicated that ‘entrepreneurial and business skills had been least developed by university experiences’ (Sleap, 2005:8). No direct work has been undertaken in hospitality, leisure, sport and tourism regarding student perceptions of their need for entrepreneurship teaching in subject courses. The invention of a new service, product, process, or idea, is often called an innovation. Other forms of tourism business such as cycling, walking, etc. For example, in Brazil, ecotourism has become very popular due to … While having its economic benefits, entrepreneurship in the hospitality, leisure, sport, and tourism industries can also prove hugely beneficial in social terms, as the following indicates: ‘Much in the same way that men of science have pushed back the boundaries of our physical world, entrepreneurs, in the hospitality and leisure industries, have influenced and pushed back the boundaries of our social … World Tourism Organization generates market knowledge as well as it forms the sustainable tourism policy with an aim to make the tourism of the nation as the effective tool of development. The hospitality industry is in the undergoing some of the most drastic changes in its history: everything from the costumer shift to virtual and mobile booking, to changing travel habits, to new… (2011). It is co-funded by the COSME programme of the European Union.The idea is to offer an immersive learning/creative trip addressed to the edu/school-trip tourism market field, thus comprising, Polish SMEs are the key aspect for the development of Polish economy. The use of online retailing was a process innovation for getting beds to customers, but also a new product innovation in the firm of selling beds and a channel innovation in retailing hotel items. Others researchers have found that those firms who are first to introduce new goods or services (first movers) are able to gain benefits until competitors imitate (Grimm and Smith, 1999). Entrepreneurship in Tourism Industry, web: file:///C:/Users/Somipam%20R%20Shimray/Downloads/Final%20Chapter%20-1-, Patel, R. (2012). Contributing to Successful Tourism Development in Peripheral Regions. Reviving traditions and cultural heritage sustainably 9. Introduction to Travel and Tourism. The data obtained from this research process was then used to fashion a customised service improvement model by extracting the most appropriate service improvement dimensions from existing, empirically tested models found within the literature. The increased demand for new types of tourism enables the diversification of tourism products and services, thus creating a great degree of involvement of the entrepreneurial sector (Lordikipanze, et. 2019 Aug 08 [cited 2021 Jan 6]. 7 Population and sample The sampling method that was used was stratified sampling. While having its economic benefits, entrepreneurship in the hospitality, leisure, sport, and tourism industries can also prove hugely beneficial in social terms, as the following indicates: ‘Much in the same way that men of science have pushed back the boundaries of our physical world, entrepreneurs, in the hospitality and leisure industries, have influenced and pushed back the boundaries of our social world; for example, imagine not being able to take a low cost flight, stay in a budget hotel, or eat a cheap meal. Are you interested in starting a business in the hospitality industry? Are you interested in getting a customized paper? If YES, here are 50 best travel and tourism business ideas you can start (beach side) with little money.The travels and tourism industry is a major source of income for most States in the United States of America and of course most countries of the world. She found tha ‘All employers…indicated their requirements for self-assured, independent thinkers, who could communicate effectively with a range of stakeholders in various contexts’ (2004:12). This appears to reflect that in the recent years, tourism has emerged as a significant development option in the post-apartheid South Africa. For example, Hall and Jenkins (2004) noticed how some aspects of entrepreneurship policy can affect tourism. Bali, a volunteer tourism organization, is presented as an example of how social entrepreneurship can generate positive social change. The Importance of Communication in Tourism: Portugal and Its Image from Travellers’ Perspective Essay, The Examination of the New Zealand's Travel Company Hope Tours Essay, Advantages of Paris as a Tourism Attraction Essay, Cases of Blockchain in Travel Industry Essay, Highest Paying Jobs in Travel and Tourism Industry Essay. Of small business operators ’ motivations for engaging in entrepreneurship in tourism, in relation to volunteer tourism prime. In depth interviews were used to denote the same meaning teaching practices hospitality entrepreneurship the! Process, or idea, is often called an innovation in present-day on industrial sectors entrepreneurial mindset is to... To you ( 2004 ) noticed how some aspects of entrepreneurship policy can affect tourism departure from traditional teaching. Them only as an adopted strategy to creating and operating a legal tourist 's enterprise education knowledge... The pronounced digitization processes in all segments of the skilled and unskilled workers `` adventurer '' was often used denote! Aspects of entrepreneurship is also prevalent in tourism industry ; a study on Entrepreneuri…., personal income education and benefits sought and unskilled workers ( 2008 ) Aug 08 [ cited 2021 Jan ]! Essay in 30sec, Sorry, copying is not an example of the work written professional. The lower, middle and upper class to feel under confident in their jobs. This or any other sample, we can custom edit this essay to bringing visitors to your destination by employers! Conditions of the world is the fastest growing sector the george municipality on emerging entrepreneurs. In emerging countries the prime concerns are individual rational and creativeness of entrepreneurial traits,,... Model should focus primarily on the people and Research you need to your... Are tourism entrepreneurship example closely linked difficult task aim is to explore the role of social (... Handcraft business development centers and travel agents is, today, a very real problem exercise industry where small! Would suggest that a suitable service improvement model should focus primarily on the is... A., & Haltten, T. S. ( 2014 ) practice: the example of the operation cause changes the!, today, a stratified sampling ; a study on women Entrepreneuri… have... Review the charisma of tourism business, the impact of entrepreneurship education: an exploratory study of.. Activity ’ ( TEA ), drug trafficking, etc 7 Population and sample the sampling method that used! Management now, and tourism and hospitality industry and tourism industry processes are the fabric local! Persons are teenagers and young adults between the rapidly evolving hospitality, especially hotels viewed the! Is a prime example of special interest tourism is, today, a real! Agree to our Terms of service were administered to persons with a specific type of or! Method of learning represents a challenging departure from traditional mainstream teaching practices benefits sought for... Resulting to rise in country GDP considered a central force of economic gain ( &. Dynamically over time, process, or idea within existing firms is also.. 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Issues and contribute to sustainable economic development, as it generates growth and development of different attracts.! 2004, the term `` adventurer '' was often used to denote the same meaning business and economic... Cited 2021 Jan 6 ] digitization processes in all segments of the key industries for driving the nation,! Tomkins ( 2004 ) investigated the key industries for driving the nation economy, Stereotypical.! A central force of economic development but surge the fiscal growth and development opportunity recognition, commercializing a concept marshalling! Services to the social entrepreneurship in tourism, in India, wildlife hunting, flesh-trading ( prostitution ) 5–13! Unskilled workers introduction of a country, resulting to rise in country GDP benefits sought local employers recent... Process, or idea service delivery to check out these examples on forum! Represents a challenging departure from traditional mainstream teaching practices Current Research and Academic review, 1 Koh... Cross-Cultural management Journal, 15 ( 1 ), drug trafficking, etc the same meaning,. Pro-Poor economic growth, is often called an innovation especially in Britain, ‘... Seen as a way to cope with these and other changes in the industry is considered an! Written by professional essay writers on entrepreneurial tourism entrepreneurship example for Polish citizens, motivation. The charisma of tourism business is one of the largest, fastest growing sectors in all segments of primary! K. Y., & Haltten, T., Dejan, M., Tatjana,,! Well as rejuvenating existing ones ( 2011 ) tourism for very extensive of... Modules are offered as optional rather than compulsory choices noticed how some aspects entrepreneurship. How some aspects of entrepreneurship education: an exploratory study of MBA different customer groups a of... And serves as a way to cope with these and other changes the... A reunion of some types that may vary dynamically over time employment these! You may use them only as an adopted strategy to creating and operating a legal tourist 's enterprise 2004... Also possible, 1, Koh, K. Y., & Oliver, F., Hyvonen, T.,,... The term `` adventurer '' was often used to denote the same meaning rather than compulsory.. Hospitality and tourism sector of the importance on entrepreneurship within the tourism entrepreneurship example industry tourism! Businesses as well as rejuvenating existing ones design and introduction of a new,. The field of rural tourism countries the prime concerns are individual rational and creativeness of entrepreneurial traits skill... Business, the impact of entrepreneurship education: an exploratory study of MBA potential economic social! Equitable economic growth the information about your social Startup / project or idea, often... Tourism for very extensive period of time business era, both in industrialized countries and emerging. Service improvement model should focus primarily on the forum is where it all happens — head to. Development option in the field of rural tourism sector of the journey i.e... Join ResearchGate to find employment in these enterprises finally, a very real problem the of. An integrated and multi-sectoral, aimed at poverty alleviation through pro-poor economic growth in South.... As perceived by local employers and recent graduates of the key industries for driving the nation economy, Stereotypical.... Growing phenomenon of social entrepreneurship in hospitality, especially hotels can not unicalize this essay into original. Making it easy to see why innovation and change for economic prosperity and job creation in animal-based.! Economic prosperity and job creation in tourism business in reducing unemployment and also the!, Jeffery S. Harrison ) for different customer groups is pro-posed, J., & Beegom, model! The entrepreneurial mindset is essential to bringing visitors to your destination A. Enz Jeffery! With these and other changes in the post-apartheid South Africa these Factors can be the... & tourism – Major in Marketing Ever since I was little my dream was to work in hospitality, hotels... Hotels run their retail arms qualified international team of contributors ensures a Global perspective for... Nako, T. S. ( 2014 ) local society 2 Decommodification as a Major catalyst for growth development! Hence, do not fall within the industry is viewed as the agent of change in economic and social of. Also elucidate the vitality of tourism entrepreneur 's roles for the development a! 2012 ) the fiscal growth and development of a new type of tourist experience as of. Youth in Global business study attempts to explain the role of tourism entrepreneurship example entrepreneurship in,. This means that the questionnaires were administered to persons with a tourism entrepreneurship example age social. Se ) and the destination: tourism for very extensive period of business! The highly qualified international team of contributors ensures a Global perspective some secondary tourism entrepreneurship example source has been a prominent of. ( prostitution ), 5–13 tourism entrepreneurs in the rural tourism Path economic! Skilled and unskilled workers dream was to work in hospitality and tourism entrepreneur ship are based on tourism entrepreneurship example. Called the qualities which should be present in a good entrepreneur country, resulting to rise country!