by Herman Bailey | Jun 19, 2023 | Essays |
Subject:
The case was decided by Roberts’s court, with Justice Ruth Bader Ginsburg writing the unanimous opinion for the court. The case was appealed by the Court of Appeals of the District of Columbia Circuit. The case was under docket number 11-1231, and the parties in the case included the petitioner who was Kathleen Sebelius, the Health and Human Services secretary, and the respondent that was Auburn Regional Medical Center. The case was decided on January 22, 2013 (OYEZ, 2012).
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Facts
Hospitals always receive compensation based on the number of their patients that are low-income earners from the federal government. The amount of this payment is decided by The Center for Medicare & Medicaid Services (CMS). However, it was revealed that CMS miscalculated the payment between 1993 and 1996, and the hospitals received less than the amount that was due (Cornell University, 2015). A group of hospitals in 2006 filed claims for the full payment with the Provider Reimbursement Review Board (PRRB) for the years between 1987-1994 from the Department of Health and Human Services (Cornell University, 2015). However, the limitations statute for such claims is always 180 days. The hospitals argued that the limitation period should be tolled since CMS unlawfully and unknowingly failed to disclose its error. As a result, the PRRB held that they did not have the power or authority to toll the limitations statutes; hence, the claims were untimely.
The hospitals proceeded to sue in the district courts, but the courts also held that it did not have the jurisdiction since the decision of PRRB was not final. Additionally, the courts held that the relevant statute does not permit the tolling of limitation statutes. The circuit of the District of Columbian US court of appeals reversed, arguing that it did have the jurisdiction because the decision of PRRB was final. Furthermore, it held that it is possible to toll the statute of limitations. In this case, the relevancy and appropriateness to toll were questioned to remand a petition since a rehearing en banc was denied by the court of appeals (Stephanie, 2013).
Statement of the Issue(s):
Can a hospital challenge the reimbursement payments outside the legal deadline for filing as fairness dictates?
Rule of Law:
The dispute of the case is whether a hospital has valid grounds for challenging an underpayment for treating the individuals who are low-income earners under the Medicare Act if the reimbursements are challenged by hospitals after the 180-day deadline has passed. The argument of the petitioner, Sebelius, is that Medicare Act entitles her to determine when the period for filing may be tolled equitably or extended for reasons of fairness since she is the Health and Human service secretary. Additionally, Sebelius argues that the equitable tolling presumption does not apply to the action by an agency (Katie, 2013).
On the other hand, the respondent, Auburn Regional Medical Center, and other hospitals argue that a presumption exists in general for equitable tolling in scenarios of federal deadline filing. Auburn Regional Medical Center and other hospitals maintained that giving the sole authority for a 180-day deadline extension to Sebelius removes the hospital powers of challenging underpayments (OYEZ, 2012). Moreover, this case will interfere and affect many cases of PRRB and its timeliness of hospital reimbursements that treat low-income people.
On behalf of the hospitals, the American Hospital Association filed a brief arguing that the ruling in favor of Sebelius would harm hospital operations. The AHA noted that hospitals serving low-income earners were in a precarious state. Auburn Regional Medical Center remarked that hospitals significantly rely on reimbursements of Medicare in treating the large number of low-income persons who otherwise would be prevented from accessing the medical services. American Hospital Association pointed out that hospitals are reimbursed for only 92% of every spent dollar for Medicare patients on average. They further argued that disallowing tolling of statutes equitably will cheat hospitals out of service payments that are performed faithfully, and this will hurt their ability to serve particularly the vulnerable patients (Cornell University, 2015).
In response, Sebelius argued that allowing tolling of this statute equitably would strain the already PRRB scarce resources unduly, consequently creating claim-backlogs in the agency. Sebelius further iterated that reimbursement payments that were made several years ago would be open for fresh arguments as to why re-evaluations should be done on them (Stephanie, 2013).
According to Sebelius, about 200 hospitals are already filing claims relying upon the decision of the DC circuit. As a result, holding for Auburn Regional Medical Center will jam the courts with the old PRRB decision challenges. This will force the agency to use its scarce resources on court challenges filed too late (Katie, 2013). Sebelius suggests that permitting the court to extend the deadline will automatically slow the whole machinery of the agency, causing the hospitals to continue waiting longer for the reimbursement. Lastly, Sebelius noted that these claims investigations would involve finding records that probably may not be existing and trying to recreate faded memories.
Application
The argument of Sebelius that administrative law principles prevent intervention by the judiciary
Sebelius argues that the 180-day deadline cannot be applied by equitable tolling since the administrative regulations that govern extensions are neither capricious nor arbitrary. She stated that, as the secretary, she only permits extensions after the 180 days for “good cause” only within three years (OYEZ, 2012). The Petitioner further claimed that the good-cause requirements and the three-year period are not capricious or arbitrary and, therefore, merit courts defense. Furthermore, Sebelius noted that she has unique exclusive discretion over the procedures of administration, preventing any administrative board or a court from adding their own extensions and procedures that could undermine her discretion. From previous cases, it was indicated PRRB held that it has no general power of tolling equitably, and it can enforce its own procedures if they are only consistent with the regulations of the Secretary (Cornell University, 2015).
Also, Sebelius argues that the intention of Congress was not to grant a 180-day deadline equitable tolling. She argues equitable tolling presumption has applied federal court procedures but not administrative agencies procedures. Furthermore, she argues that the powers of the courts to toll the deadlines equitably of tax laws or Title VII does not mean that a court can also toll the deadline of an administrative agency equitably (Stephanie, 2013). According to Sebelius, Congress intended to protect the administrative agencies’ exclusive authority to fashion the regulations for the management of the complex Medicare system. Moreover, she thought that the contention of Auburn relies on a presumption opposing administrative laws principles and argued the congress intended to remove power from the PRRB and secretary. Thus, Congress would have granted the courts explicit power of restraining administrative agencies’ discretion (Katie, 2013).
The argument of Auburn Regional Medical Center that equitable tolling applies to filing the deadline of 180-day
Auburn argues that the filing deadline of 180 days can be extended by the courts for fairness reasons. They argue that this deadline does not define the PRRB authority scope but rather targets the processing of claims. They further contend that the claim processing rule’s purpose is for the promotion of the administration reimbursement smoothly and not to prevent claims of reimbursements (OYEZ, 2012). Auburn further claimed that the filing deadlines in the trading with the suits of the enemy, Title VII discrimination suits, and bankruptcy proceedings are all rules of claim processing similar to the deadline of 180 days in this scenario.
Auburn noted that some law sections about the deadline of 180 days do not characterize the stated deadline as the power limit of PRRB. While pointing to the law language, they argue that the sections use descriptive terms of the individual rights in processing claims and lacks terms used to circumscribe and describe the authority (Cornell University, 2015). Moreover, they further argue that the 180-day deadline language confirms the presumptions of providing tolling equitably. Auburn demands that unless to the contrary there is strong evidence, the intention of the Congress was likely to follow the treating the 180-day deadline tradition as it treats other rules for claim processing and so permit equitable tolling here. Also, it is pertinent to stress the language that indicates deadline rigidity; Auburn pointed out the absence of prohibitive words of a deadline extension, such as the absence of the phrases within subsection (a)(3) like, “in no event.” Lastly, Auburn suggested that tolling equitably is necessary for fulfilling Medicare law’s central purpose to compensate the Medicare centers properly (Stephanie, 2013).
Conclusion
The decision of the Supreme Court determined if the hospitals may make claims of alleged underpayments outside the filling period of 180 days for Medicare payments review if the equitable considerations are all satisfied. The decision was centered on whether or not equitable tolling presumption applies to this deadline in the Medicare Act. The case determined that hospitals could bring forward claims from outside the period requirements for filing if they find discrepancies in the payments that extend to a decade before. This kind of activity can affect the administrative machinery but can also be necessary for the hospitals to continuously offer quality services to individuals who earn low incomes.
Other Opinions
There was no dissenting or concurring opinion in the case since all the nine judges unanimously agreed and their opinions read by Justice Ruth Bader Ginsburg.
Final thoughts
I fully agreed with the decision of the courts since fairness prevailed against the argument of passing a deadline of 180 days for filing. Many implications exist within the healthcare administrations. Many hospitals with payment discrepancies will now start filling for re-evaluations and payments of the reimbursements that were not paid before. Moreover, the health and human services will now be more keen and factual in the future when making payments to avoid errors and court suits
References
Cornell University. (2015). Sebelius V. Auburn Regional Medical Center. Retrieved February 28, 2015, from https://www.law.cornell.edu/supremecourt/text/11-1231
Katie, B. (2013). Bill of Health. (n.d.). Retrieved February 28, 2015, from http://blogs.law.harvard.edu/billofhealth/tag/sebelius-v-auburn-regional-medical-center/
OYEZ. (2012). Sebelius V. Auburn Regional Medical Center. Retrieved February 28, 2015, from http://www.oyez.org/cases/2010-2019/2012/2012_11_1231
Stephanie, K. (2013). JURIST – The Appellate Implications of Sebelius v. Auburn Regional Medical Center. (n.d.).
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Jun 18, 2023 | Essays |
Introduction
During the World War 1, about 10 million soldiers and 7 million civilians lost their lives (Poetry Foundation 1). The aftermath of the war and its horrors made the poets, film actors and writers to respond in new ways to the losses and the brutalities. The World War I poets set about shattering long-standing war myths – its honor, glory, camaraderie and so on. The poets did not write in praise of the heroes, nor about their lands, deed, power, dominion, majesty, might, honor, or glory except war, that the pity of war. The poems before World War 1 praised old virtues of glory, heroism, duty and honor while the after war poems debunked from these myths. The poems after 1915 were skeptical to these lofty abstractions and had moral elusiveness through bitter irony and realism. These war myths will be discussed as well as how the poets tried to debunk them (Poetry Foundation 1). Also, consideration to what extent the War poets were successful and whether people still believe in some of these myths will be examined. Through depictions of the horrific battle in poetry, the later poems after World War 1 mark a significant shift in how we view sacrifice and war.
There have been many long-standing war myths for a very long time such as glory, heroism, duty, camaraderie and honor. Packer pointed out that in 1914, the ancient verities of glory and honor were still standing when the soldier-poets of England matched off to France to fight (para 1). Many of the poets who fought in the trenches died in war while still believing in the war myths or still tied to the 19th-century conventions while trying to express the industrial warfare’s unprecedented horror.
The war myths were widespread as cited by Packer, who pointed out a story in a newspaper of a London man who committed suicide because he was concerned that he might not be recruited in the Great War service. Similarly, Packer highlighted the story of Tim O’Brien, an opponent of Vietnam War, who was a liberal supporter to McCarthy Eugene, who lives in Minnesota town and was aged twenty-one years. Tim O’Brien submitted voluntarily to the United States Army for induction. He could not bring himself to go against the odd balance between the people he knew, the order he knew and his own private world. In his Vietnam memoir of 1973, Tim O’Brien wrote that if he died in the combat zone, it was not that he valued the order, but also he feared its other side. That is the inevitable censure, chaos, and the embarrassment. This shows how Tim O’Brien feared dishonor after the Great War (para 2).
Parker also highlighted the story of Brian Turner and what led him to volunteer for United States army, and to go ahead to war in Iraq as the team leader of infantry. Turner stated that he joined the infantry by signing the papers because, at one point in the life of a hero, he is supposed to say “I swear.” He further stated that he swore those words because he would have been ashamed in the future years he could not have done that, even if anyone he cares most ever given thought about it, or even if it did not make sense. This shows how Turner believed in the war myths of being a hero by joining the military and going to war (Para 3).
The Week defined poetry as the spontaneous overflow of the feelings that are powerful. There is no human experience area that has generated a large, powerful feelings like war (para 1). These powerful feelings include hatred, humiliation and exhilaration, fear and hope not only for the war profiteers but also to the generals and the enemy. Similarly, love feelings were generated for the children and women left behind, for the fellow soldiers, for the cause and the country too (The Week 1). The poets tried to debunk these myths in several ways as illustrated by different poems and poets.
The poem of “To His Love,” by Ivor Gurney does not praise the common themes in a war like the heroes, their lands, deed, power, dominion, majesty, might, honor, or glory. The poem “To His Love” by Gurney begins as an elegy lamenting the demise of a comrade and a friend who has fallen. The poems take a monolog form where the poet speaks to the girlfriend or the fiancé of the fallen soldier. He mourns and have regret that neither he nor the fiancé will ever have the pleasure of getting company of the dead soldier again.
The title of the poem, “To His Love “is addressed to the fiancée of the fallen soldier. The poem does not follow the traditional praises of heroes, but the narrator is mourning
The poem begins with a sad and blunt loss statement where the poet explains that a man who was loved passed away. Their plans they had with the deceased are not meaningless. Moreover, they will never meander around the hills in England.
“He’s gone, and all our plans
Are useless indeed.
We’ll walk no more on Cotswolds”
In the second stanza, Gurney contrast between the beautiful scene that is peaceful and horror in the war when he was a soldier. He is not praising gallant fighting in the war but instead praises the peaceful scenery.
“His body that was so quick
Is not as you
Knew it, on Severn River
Under the blue
Driving our small boat through.”
In the fourth stanza, the audience is lulled to believe that “Cover him, cover him soon” shows a burial to the dead soldier that is honorable or out of the intense love for a comrade soldier. However, the truth is that the dead body is not even recognizable, and there is desperation to hide the corpse that is shredded. Gurney, in fact, described the body as “red wet/ Thing.” The author is hopeful that someday he will able to forget the bloody, shredded body vision. Memory repression is the hope of the author when stated that “Thing I must somehow forget.”
In summary, the poem “To His Love,” by Ivor Gurney shows how it debunked form long standing war myths by describing the narrator’s profound sense of loss. The violence of the war transformed the body of his friend. He is of the opinion that the death of his friend was noble, but the vision of the disfigured he sees in his memory should cover in “violets of pride.” However, in the end, the narrator is struggling to banish the picture of the body from his thoughts.
Just like in the poem of “To His Love,” the poem of “On passing the new Menin Gate” by Siegfried Sassoon also does not praise the common themes in a war like the heroes, their lands, deed, power, dominion, majesty, might, honor, or glory. To tone of the poet in the poem of “On passing the new Menin Gate” is one of contempt and disgust. Sassoon wrote the poem to the civilians around the globe who have an interest in World War 1. The poet begins by accusing the civilians and the reader by questioning immediately and directly
Who will remember, passing through this Gate,
The unheroic Dead who fed the guns?
This beginning accuses the civilians and the reader of neglecting of honoring “the dead” properly. The poet is mourning because there is no one to “absolve” the men. That is they cannot be offered Cristian burial that is proper because they went missing
Sassoon suggests that the gate of the “Sepulchre of crime” degrades the men who went missing, whose memory has been reduced to what he called “nameless names.” That is, there are several names on the gate that individuality of a dead soldier is erased and the list of names become meaningless.
Similar, the author debunks the common myths in the war of praising the heroes of soldiers by stating that the gate is criminal. This is because of the hypocrisy being practiced by the authorities who erected it. “Their name liveth for evermore’ the Gateway claims.” The intentional use of “claim” in the poem shows that the gate is representing a false mourning and honor. This is further contrasted by the dead’s imagery that “”struggled in the slime” and “endured that sullen swamp.”
Given that Sassoon wrote the poem after the war, it shows the scars that were left by the soldiers who survived the war, who felt, that their sacrifices went unrecognized and unpaid.
Another poem that debunked the long held war myths was “The Rear-guard” by Siegfried Sassoon. This poem described an event during the Arras battle in 1917 where the narrator gives a description of a soldier who is desperately trying to make an escape from the underground tunnels that are polluted. The senses of the soldier have been compromised, and he is trying to get some air of the night on the battlefield. The poem brings out the real sense of terror and horror and does not embrace the traditional war myths such as glory, heroism, duty, camaraderie and honor (Sassoon 1).
The poem does not bring the wars rosy picture on the western front. The poet joined the British army out of an intense sense of patriotism at the beginning of World War 1. Through this poem, the reader gets to know that the romantic notion of war is not real since it reflects the war’s harsh realities that have been covered by the propaganda or war. The theme of the poem being brought out is the humanity ignorance resulted in great suffering, which is a tragedy.
The first stanza of the poem describes the “patching glare” that indicates light but also shows the tunnels foulness with the description of “unwholesome air.” The unwholesome air most likely is describing the smell of decomposing dead bodies of gas attack (Sassoon 1). In the second stanza, the narrator describes the old luxuries and comfort such as the mattress from the bed, the smashed mirror. It is evident that in the tunnels men were living. “Rosy gloom” also stood out in the poem sine they are opposite each other. Rosy suggest rose color that shows hope or a promising future while gloom suggests darkness, dejection, hopelessness or lowness in spirit. This shows the soldiers feeling; trying to be hopeful but war showing hopelessness. Similarly, it describes the gloomy dark tunnels interrupted by the flashlights of the soldier that create rosiness (Sassoon 1).
In the third stanza, the soldier trips which shows that he is still not aware of his surroundings. The soldier is also described as an envying comrade who is sleeping. He asks where he could get the headquarters, but he does not get a reply. Out of frustration, he yells to show his annoyance. “For days he’d had no sleep,” in the parentheses shows the soldiers envy of the man sleeping and his impatience (Sassoon 1). He was impatient because the sleeping man could not answer him and envious because for many days he has not been able to sleep.
In the fourth stanza, the soldier realizes that he is ignorant for asking help from a dead man to guide him through the tunnels that are stinking. The poem depicts the terror of war as the stanza shows that the poet has no one to turn to. Finally, in the last stanza, the soldier realizes that he has to make an escape on his own. The poem has debunked from the war myths of praising heroes to bring out the terror in war (Sassoon 1).
It is believed that to a large extent, the war poets were successful in debunking the popularly held beliefs and myths of war. Many writers and poet post the Iraq and Afghanistan wars also come out to debunk the commonly held war myths. For instance, Parker highlighted the case of Kevin Powers who joined the army with a belief that it will make him a man (para 3). Many soldier-writers who came out to write their post-war stories after navigating through several clichés. Their central theme is the horror of war because war starts in illusions ends in tears and blood. The soldiers go to war for the cause of their country and wind up battling for one another. As Sassoon stated, soldiers are dreamers because no soldier returns home the same person from war. War has no truth, just the experience of each soldier. Also, it opens a gap that is unbridgeable between the civilians and soldiers (para 4).
However, it is evident that people still believe in these myths because many young people continue joining the military to be heroes, because they are patriotic to their country, because of honor, their lands, deed, power, dominion, majesty, might, honor, or glory. However, after the war, many soldiers face horror and come to the realization that the patriotic propaganda was just war myths.
Work cited
Poetry Foundation,. ‘The Poetry Of World War I By The Editors’. Poetryfoundation.org. N.p., 2015. Web. 18 Nov. 2015.< http://www.poetryfoundation.org/article/248460>
The Week,. ‘Twelve Great First World War Poems’. The Week UK. N.p., 2015. Web. 18 Nov. 2015.< http://www.theweek.co.uk/arts-life/59798/twelve-great-first-world-war-poems>
Maxwell, Glyn. ‘Ivor Gurney’S “To His Love”’. The Paris Review. N.p., 2015. Web. 18 Nov. 2015.< www.theparisreview.org/blog/2013/11/11/glyn-maxwell-on-to-his-love/ >
Packer, George. ‘Home Fires – The New Yorker’. The New Yorker. N.p., 2014. Web. 22 Nov. 2015.< http://www.newyorker.com/magazine/2014/04/07/home-fires-2 >
Sassoon, Siegfried. ‘The Rear-Guard By Siegfried Sassoon : The Poetry Foundation’. Poetryfoundation.org. N.p., 2015. Web. 22 Nov. 2015.< http://www.poetryfoundation.org/poem/248320>
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Jun 17, 2023 | Essays |
Critical thinking is an independent way of thinking which takes into account various factor or elements of the matter in question. Decisions made under critical thinking undergo the full processes of evaluating causes and implications of any matter before arriving at any decision. Critical thinking is reflective mode of reasoning aimed at deciding on what to believe and what not to believe in. It is a process, which involves conceptualizing, analyzing, applying and synthesizing information available hence making a sound deduction based on facts. Critical thinking is a mode of reasoning which all learning institutions and organizations around the globe are expected to embrace.
Using critical thinking skills has enhanced quality decision-making for a variety of reasons. Firstly, critical thinking have allowed me to accurately put together my problems that necessitates making a decision, and in doing so, I have been able to gather up significant data that is useful towards problem solving. With the problem clearly defined and relevant data on the same available for assessment, I am always able to reason intelligently and creatively to come up with the best quality decision as per the occasion.
Critical thinking allowed me to arrive at decisions impacts majorly on my life and those of people close to me. Critical thinking therefore, requires one to distinguish the premises upon which his/her predispositions lie. This level of thinking is achieved in the lineage of education where one advances thus intensifying the much information he/she has. Dr. Martin Luther King reflects this in his quote “The function of education is to teach one to think intensively and to think critically. Intelligence plus character – that is the goal of true education” (King, Luker & Harlan, 1992). This enables one to unmask the errors of prejudice, withdraw emotional thinking and hence exercise intellectual habitual.
The learning environment is considered one of major beneficiaries of critical or areas where it is largely applied. This because all the information or knowledge passed to students of any level require high levels of evaluation to ascertain what is wrong or right. In any learning process, students are involved in arguments, which are expected to constructive enough to attain the intended purpose of such arguments.
Some of the fundamental critical thinking skills that are taught to learners in the early stage of education include the reading, writing and speaking skills. As the learner advances from the basic primary stage of education to the secondary and tertiary levels, the academic skills that they are expected to master are become more intricate in nature. In my study, I have had to muster several academic skills to ensure my success. Some of the most significant include academic thinking, creativity, media literacy and oral presentation. More often than not, some of these fundamental skills are not taught at higher levels of education since most tutors assume that learners have already acquired them in the earlier stages of learning. It is therefore up to the learner to find out their weak points and work towards improving them. My weaknesses include being egocentric, self-interested thinking, self-serving biasness, socio-centrism, and confirmation biasness.
I plan to move out of my current stage of development in critical thinking by eliminating the barriers. I will have to deal with the egocentrism, which is tendency to perceive reality as revolving around oneself. I normally tend to concentrate on my own interests and think that my values and ideas are superior to those held by other people. Another barrier to critical thinking that I have to eliminate is self-interested thinking that entails supporting conclusions because they fit into my interests. Self-serving bias is also another barrier to critical thinking, and it refers to tendency to overrate oneself. This is brought by the fact that I normally think that I am above average. Another barrier to critical thinking that I will deal with is confirmation bias, which refers to the practice of bending evidence in order to fit one’s beliefs. Socio-centrism is another barrier to critical thinking, and it made me to focus excessively on the group.
Reference
King, M. L., Luker, R. E., & Harlan, L. R. (1992). The papers of Martin Luther King, Jr: January 1929 – June 1951 / vol. ed. Ralph E. Luker, Penny A. Russell; advisory ed. Louis R. Harlan. Berkeley: University of California Press.
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Jun 17, 2023 | Essays |
Introduction
According to Jaffe (2005), advertising is the art of creating awareness of or spreading about business in the consumers’ minds. In most instances, advertising is mainly to create awareness, but it can also solicit the sale of a product or service eventually. Traditional advertising incorporates billboards, newspapers, radios, and magazines. Social media marketing and traditional advertising are effective tools for marketing. According to Tuten & Solomon (2013), social media is the technology connecting people through chat or sharing something. Some examples of social networks include Twitter, Facebook, Pinterest, and LinkedIn, among others, and they create platforms where social interactions occur, that is, discovering and sharing. Evans (2008) defined social media marketing as using technology to build relationships, attract new customers, and drive repeat businesses by sharing with friends or through friends. Social media marketing is simply word of mouth powered by technology and is also a great way of attracting new customers and driving new customers. The essay will discuss social media marketing compared to traditional advertising.
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Traditional advertising tries to find and convert new prospects into customers, while social media marketing values existing customers as the best assets.
In traditional marketing, marketers use different techniques to attract new customers to the business to buy goods and services. For instance, traditional marketing methods such as application posters and banners to advertise a product to prospecting customers are designed to channel new customers to a business rather than keeping the customers. A potential customer will read the poster and get directed to the business premises for goods and services (Egendorf, 2006). However, there are mechanisms for retaining customers or reminding them to come back or refer friends. Rapid technological advancement has changed how people are influenced and how marketers influence people. Evans (2010) described it as less than doing the same things but using new techniques and tools. Marketing is the business of selling and promoting products and services (Silverberg et al., 1998). In traditional marketing, marketers spend their limited time and resources trying to find and convert new prospects. D.E. Visuals et al. (2011) indicated that keeping the customers hard-earned in traditional marketing was often an afterthought. This is because, until recently, there was little marketers could do to keep their existing customers. Historically, the best the marketers could do after converting a prospect into a customer was to provide a great experience to the customer with the hope that the customer will return to purchase more of the goods, in addition to bringing their friends along. However, advancements in technology brought about social media, which changed how marketing and advertising are done.
According to Zarrella (2010), social media marketing is all about recognizing existing customers as a business’s best assets. In social media marketing, for example, the use of social media such as Facebook and Twitter, a business will market or advertise its products online, attracting and retaining customers through a subscription to the company’s email or by liking their Facebook fan page. By retaining their customers, the business can communicate with their clients with new products and deals every time they are posted online on their social media platforms. This shows how in social media marketing, customers are the business’s best assets. With the application of technology in marketing, how consumer behaviors are influenced has been enabled both after and before the sale. With easy-to-use and low-cost tools like social media and email, businesses no longer need not worry that a customers will come back or even come along with their friends. This is because it is now possible for a business to reach out to their existing customers either through social media or even email to remind them to come back. Falls & Deckers (2012) asserted that social media marketing is as easy as clicking the like, share, or tweet buttons.
In summary, a successful business understands that marketing does not just end after the sale but instead begins after the first sale.
Social media marketing is aggressive in marketing, while traditional advertising is a wiser strategy in marketing.
According to Funk (2013), a growing majority of companies that deal with consumer goods and services have an increasing shift in spending on social media marketing away from the traditional advertising methods such as outdoor, print, radio, and television. The proliferation of the social media marketing alternatives such as mobile, YouTube, apps, search engines, and online advertising is attracting money that was traditionally budgeted on traditional advertising. According to Zimmerman & Ng (2013), social media marketing is very aggressive because they grab headlines and attract potential clients like moths to a flame. Social marketing adverts are everywhere on the internet with the huge traffic of people who surf the internet, and they tend to catch the attention of the internet users. Moreover, most marketers who use social media marketing design online adverts with very catchy phrases, blinking pop-ups, and other ways to attract people to their websites. However, Barefoot & Szabo (2010) pointed out that social media marketing operates under the same rules as traditional advertising. For instance, the techniques for television testing can also be applied to commercials posted on social media platforms, regardless of where they will be aired. Similarly, the static banner ads and social media posts are similar to the print ads used in traditional advertising and can be evaluated.
Mastery of the traditional media form of advertising by companies, especially the outdoor, radio, and television, is a far wiser strategy than social media advertising. Over the past recent years, Zyman & Brott (2002) noted that traditional advertising has been suffering from a trend toward social media promotional expenditures consuming the marketing budget’s larger share. Many companies that deal in consumer goods are spending less on advertising with the hope that one advert on social media platforms may go viral and accomplish their company advertising miracles on a very low budget. Cappo (2003) argued that the decline in traditional advertising by most companies had created an opportunity for companies that can appreciate traditional advertising power. As much as social media advertising is very aggressive, Williams, Lee & Haugtvedt (2004) believe they can be part of a good media mix but still play second fiddle to the traditional media. This is because mastery of the traditional media, mainly outdoor, radio, and television advertising, is a far wider strategy because it repeats a message over and over to the consumer until it becomes part of the consumer’s mind in making decisions on the purchase of goods. For instance, in television advertising, there is a combination of sound, color, and motion in an advert which has a great impact and creates awareness widely and swiftly. Moreover, it is more effective and wise if the higher share of goods were tested amongst the consumers before being aired.
Both social media marketing and traditional advertising complement each other and should be applied together for a greater impact and effectiveness. Traditional advertising relies on one-way communication, while social media marketing relies on two-way communication.
According to Jaffe (2005), traditional media heavily relied on a one-to-many paradigm; that is, a band or a company creates a message and then transmits the message to the masses through signage, radio, print, or broadcast. For example, a company creates an advert that is aired in broadcasts, such as a detergent that will make the clothes brighter or a toothpaste that will make the teeth whiter. The assumption is that the company making advertisement design truthful and correct, and the consumer watching the advert is to believe the brand message. This is a one-way communication system that does not work to promote word of mouth or create engagement. The consumer has no platform to ask questions, enquire more about the products, or give feedback or comments. Egendorf (2006) asserted that these are the hallmarks that social media marketing capitalizes on since they can engage and interact with the company, unlike lies and propaganda in traditional advertising. In traditional advertising, the generic message in the advert shows that the company does not care about the consumers since it does not give them a way of talking back to the company. The consumers are meant to be passive consumers of the message, which does not provide a strong motivation to do something, let alone buy the brand. Given that the consumer cannot talk back, the company never learned if the consumer would love the brand if it only came in a different color, smaller or larger size, had more features, or was simpler. Therefore, the brands marketed using traditional advertising are likely to fail because they do not understand or know what the consumer wanted and did not provide it (Silverberg et al., 1998).
On the other hand, social media provides consumers with a platform to engage the company and talk back, which is two-way communication. For example, a company advertises its product line on Twitter, Facebook, YouTube, and other social media platforms. Consumers can question the features, prices, sizes, colors, and many more. Tuten & Solomon (2013) stated that the company, rather than getting the brand messages, will be able to get recommendations from friends and consumers in the form of recommended posts and re-shares, which de-commercializes the messages of the brand. According to Evans (2008), social media create a word-of-mouth form of advertising by encouraging re-shares which amplify a brand message and increase reach. Compared to traditional brand messages, word of mouth is more powerful since 92% of consumers tend to believe more word of mouth.
One-way communication in traditional advertising makes the brand right before the eyes of the consumer. Still, two-way communication in social media marketing is perfect for reaching a larger market.
Pros of Facebook, a social media tool
Facebook, one of the tools used in social media advertising, has many advantages compared to other traditional advertising tools such as billboards, newspapers, radio, and magazines. To begin, Facebook is free for a business to set up by simply creating an account. According to Evans (2010), the real costs a company will incur are the resources and time they need in creating their companies social media policies and online management strategy of reputation, finding and updating exciting and fresh content, setting up the sites, monitoring and updating the account regularly as well as promoting it to find new and potential customers to the business. There is also the ability of one-on-one interactions on Facebook as a tool for social media marketing. This is because Facebook allows companies to chat or dialogue with their clients and potential clients in a manner that some traditional advertising tools cannot. Zarrella (2010) stated that the conversational nature of Facebook as a social media marketing tool allows businesses to breathe life into their brands and connect to their customers one–on–one. The business will be able to respond to people’s feedback and comments and post on time. According to Falls & Deckers (2012), Facebook, by its very nature as a tool for social media marketing, can be useful in driving prequalified traffic to a company’s website. Therefore, the people who follow the company’s social pages indicate that they are interested in the company. Therefore, the company, through its Facebook fan page, should entice people to visit its website by running exclusive promotions and posting new productions on its Facebook fan page. Another advantage of Facebook, a social media marketing tool, is that it is flexible with its campaigns. This is possible by adding or deleting promotions or making changes to the campaigns via the sites for networking at a moment’s notice with minimal time required for setup. This is impossible with traditional advertising tools such as television, radio, and print, and the business has limitations on the changes it can make without incurring extra costs (Funk, 2013). Lastly, Facebook can measure the results. The company can evaluate its Facebook campaigns through the network analytic software called Facebook insights. The company will be able to use its Facebook fan page metrics, such as the number of people who clicked or even shared their links with their communities. Moreover, we can also see the network which referred the highest traffic to their websites (Zimmerman & Ng, 2013). Barefoot & Szabo (2010) asserted that the success of traditional advertisement tools such as billboards, and radios may be harder to measure.
The essay acknowledges that Facebook as a tool and a platform for social media marketing has considerable benefits to a brand or a company. However, this section of the essay refutes the assertions that Facebook, as a tool in social media, has many advantages compared to any other traditional advertising tools such as billboards, newspapers, radio, and magazines. To begin, Facebook is currently having rising public struggles with its algorithm for its news feed and marketing approach. May companies with their brands find that subscribers who signed up for their regular updates do not get or see the updates (Tuten & Solomon, 2013). Moreover, Facebook is closely moving to pay only platform for marketing. Therefore, the days are numbered if it is a company that enjoys a free Facebook platform to access its broad fan base (Evans, 2008). According to Evans (2010), the Facebook platform is time-consuming, especially for business owners. The problem is that when the business owners do not do it properly, all their marketing efforts and time will be useless. Lastly, Zarrella (2010) argued that Facebook also generates negative users by attracting all sorts of people, including malicious and negative ones. They include trolls, scammers, and spammers with intentions to harm the business’s reputation through negative comments against a brand.
As much as Facebook is a good platform for social marketing from its large base of fans, it can be detrimental to a business or business when negative comments or posts go viral.
Conclusion
In conclusion, social media marketing and traditional advertising are effective marketing mediums that boost a brand, increase sales, and create a large clientele base. The essay compared and contrasted social media marketing and traditional advertising. The essay found that Traditional advertising tries to find and convert new prospects into customers while social media marketing values its existing customers as the best assets. Social media marketing in marketing is more aggressive, while traditional advertising is a wiser strategy to employ marketing. Moreover, Traditional advertising relies on one-way communication while social media marketing relies on two-way communication. The essay further discussed the pros of Facebook as a tool in social media marketing and refuted the argument with a counterargument. Overall, social media marketing and traditional marketing have both advantages and disadvantages. However, all are viable and effective in marketing a brand.
References
Barefoot, D., & Szabo, J. (2010). Friends with benefits: A social media marketing handbook. San Francisco, Calif: No Starch Press.
Cappo, J. (2003). The future of advertising: New media, new clients, new consumers in the post-television age. Chicago, Ill: McGraw-Hill.
D.E. Visuals (Firm), Films for the Humanities & Sciences (Firm), & Films Media Group. (2011). Traditional Print and Online Advertising. New York, N.Y: Films Media Group.
Egendorf, L. K. (2006). Advertising. Farmington Hills, MI: Greenhaven Press.
Evans, D. (2008). Social media marketing: An hour a day. Indianapolis, Ind: Wiley.
Evans, L. (2010). Social media marketing: Strategies for Engaging in Facebook, Twitter & other social media. Indianapolis, Ind: Que.
Falls, J., & Deckers, E. (2012). No bullshit social media: The all-business, no-hype guide to social media marketing. Indianapolis, Ind: Que.
Funk, T. (2013). Advanced social media marketing: How to lead, launch and manage a successful social media program. New York: Apress.
Jaffe, J. (2005). Life after the 30-second spot: Energize your brand with a bold mix of alternatives to traditional advertising. Hoboken, N.J: John Wiley & Sons.
Silverberg, B. R., United States., National Research Council (U.S.)., Transit Development Corporation., & Transit Cooperative Research Program. (1998). Transit advertising revenue: Traditional and new sources and structures. Washington, D.C: National Academy Press.
Tuten, T. L., & Solomon, M. R. (2013). Social media marketing. Boston: Pearson.
Williams, J. D., Lee, W.-N., & Haugtvedt, C. P. (2004). Diversity in Advertising: Broadening the scope of research directions. Mahwah, N.J: Lawrence Erlbaum.
Zarrella, D. (2010). The social media marketing book. Beijing: O’Reilly.
Zimmerman, J., & Ng, D. (2013). Social media marketing all-in-one for dummies. Hoboken, NJ: Wiley.
Zyman, S., & Brott, A. A. (2002). The end of advertising as we know it. Hoboken, NJ: John Wiley & Sons.
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Jun 17, 2023 | Essays |
The tourist or the visitors to the Olympics create the most important economic benefit to the hosting cities of the Olympics. Unlike infrastructure investments, tourism expenditure is not centrally controlled or recorded. This makes it difficult to do an assessment o its contribution to the economy of the host country. To better understands the economic contribution to the host country by Olympic tourism, answers need to be found for the question of how much, who, and when? The pre-Olympic tourism is dominated typically by visits linked directly with the event preparation. The event time tourism consists of officials, athletes, spectators, media representatives, and volunteers. On the other hand, post-Olympic tourism comes from two significant sources; that is private leisure tourism that is prompted by games and others such as incentives, meetings, events, and conventions.
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Initially, the tourism industry of the United Kingdom appeared to be contributing significantly to the country’s economic bounce. The data released by the Office for National Statistics suggested that the country has recorded a big increase of foreign visitors coming to the United Kingdom since London city hosted the 2012 London Olympics. Spilsbury (2011p.447) indicated that statistics showed that in 2013, the first seven months the number of foreign visitors increased by 4% compared to 2012 in the same period, and spending also increased by 12%. Similarly, foreign visitors in 2013 July spent 30% more compared to 2012 July (New Zealand 2013p.61).
Nationwide attractions and hotels said that their industry was benefiting from the boost in tourist trade that was unexpected. () highlighted some data produced by the STRGlobal that showed that occupancy of hotels rose in almost every region of the united kingdom in the first half of the year 2013.in particular, London has s in a high upsurge in foreign visitors since the end of the Olympics. The hotel occupancy rose by 7% points to 89% in 2013 June compared to the year before.
Bardgett (2013p.57) noted that the government was quick in attributing the boom in tourism to the 2012 Olympics to justify the $14.3 billion spent in organizing and staging the event. Hunter (2012p.229) pointed out some truth in it because most of the visits came from countries that are keen on the Olympics. For instance, there was an increase in Latin America by 24%, China by 11%, as compared to a 4% decrease from north America, and a 1% increase from Europe (Fussey 2014p.291).
The net tourism impact on output depends on how much money the foreign tourists spent and what also the British spend abroad. Although high amounts are being spent in the United Kingdom by foreign tourists, the Britons have increased their expenditure while on foreign holidays by the same amount. By 2013, the gap between what the British earns and spends on tourism has remained the same since 2011(Girginov 2012). Despite the increase of the cash of tourists from 2012, the tourism deficit is still higher compared to during the Olympics.
Economic effects of tourism: 2012 London Olympics analysis
According to (), the industry of tourism generates significant economic benefits to the host country. In an analysis of the economic effects of the 2012 London Olympics, both positive and negative economic effects will be analyzed.
Negative economic effects of tourism in 2012 London Olympics
Boyle (2012p.77) indicated that as much as the 2012 London Olympics was being hailed as a logistical and sporting success, the economic impacts were far less certain. For instance, World Tourism Organization (2014p.17) pointed out that some tourist attractions, hotels, and businesses in London city reported that actually, businesses fell when the games were on. However, different independent analysts reported that the economy of the United Kingdom, in general, was looking for long-term economic impacts.
Hosting of the Olympics is usually seen as a giant economic boom for the hosting city and the country at large. That is the tourists and the giant new facilities for sports and therefore different cities lobby very hard for them to be picked. However, depth analysis of historical records of the actual economic impacts of the Olympics to their hosting countries and regions has shown mixed results. Therefore, Girginov (2012) stated that there are tangible reasons to believe that the benefits London city got from hosting the Olympics will be short-lived. Well, so what is the source of worry? Well, Oxlade et al (2014p.384) indicated that hosting the Olympics is a very costly exercise. For instance, the infrastructures that are existing need to be upgraded, more new sporting facilities need to be built, the security needs to be beefed up and therefore, in the long run, it invariably ends up very costly, and even much more than what was expected. An example was the 2008 Beijing Olympics which was budgeted to cost $1.6 billion but the government of china ended up spending almost $40 billion (Wallechinsky & Lucky 2012p.85). Similarly, the 2004 Athens Olympics was expected to cost $1.6 billion but in the end, it spends almost ten times the budgeted cost, and further contributing to the current debt crisis of Greece (Weed 2013p.129). Furthermore, most f the sports facilities in Athens that were built for the games are already falling apart because they are being underused. According to Tzanelli 2013p.396), London was not expected to go over their budget extremely, although Olympics are always pricier than the $5billion originally promised by the government. The estimated cost for the 2012 Olympics from the public accounts committee was $17billion (Gammon & Ramshaw 2013p.48).
The direct income to a country or a region from tourism is the amount of expenditure from the tourists that remains locally after profits, taxes, and wages are paid and after purchasing the imports (Great Britain 2012p.28). The subtracted amounts are referred to as the leakage. In most of the all-inclusive package tours, about 80% of the expenditures of the travelers go to the hotels, airlines, and other international companies, and not the local workers and businesses. Additionally, significant amounts of income that have been retained actually at the level of destination can again leave through the leakage. From the study on the 2012 London Olympics, it is estimated that about 40% of all the money spent by the tourists during the games ended up leaving United Kingdom (Perryman 2012p.91).
Poynter & Macrury (2013p.184) elaborated that there were two major ways in which leakage takes place. The import leakage occurs when the tourists demand certain equipment standard, foods, and other necessitated products that the host country could not provide especially foods and drinks, construction equipment among others. Therefore, these products must be imported since the local products are not up to the tourists or hotels standards or even the country does not have supply. Therefore, Horne & Whannel (2012p.592) noted that much of the income gotten from expenditures of tourism again leaves the country to pay for the imports. During the London Olympics, United Kingdom imported some of the goods used in the construction of new sporting facilities to meet the required standards. Similarly, most of the hotels that targeted different cultures from Asia, Africa, and Latin America had to import some of the food ingredients to satisfy their clientele. This indicated an import leakage that is a negative impact on tourism. Through export leakage, a country uses capital in the construction of infrastructures and facilities. Although most of the construction work was done by the local British firms, few international construction firms that participated in the construction of the sporting facilities during the 2012 London Olympics took their profits back home to their home countries.
The cost of infrastructures is another area that forms a negative effect of tourism. Kenyon & Bodet (2014p.223) indicated that the development of tourism can cost the local taxpayers and the local government a significant amount of money. For instance, the developers may want the government to improve the roads, airports, and other needed infrastructures, and if possible provide other financial advantages and tax breaks, which are very costly to the government. Euromonitor International (2012p.446) pointed out that that the public resources spent on infrastructures subsidized or even tax breaks, may reduce the investments of the government in other crucial areas such as health and education. According to, Maennig & Zimbalist (2012p.310), it is estimated that the government of the united kingdom spent a total of £11.9 billion in the construction of game-related facilities between the years 2005 and 2017.
Another negative economic effect of tourism is an increase the in prices of goods and services. The increasing demand for basic goods and services from tourists often results in hikes in prices that affect negatively the residents whose income does not proportionately increase. Similarly, tourism development and the rise in demand for real estate may increase dramatically the land values and building costs. This makes it even more difficult for the local population to meet their daily basic needs. Humphreys, a sports economist noted that “once the games are over and leave a town, often there is not much to celebrate.” Even the hotels in London which expected massive profits from the floods of tourists loaded with money did not do work as expected. For instance, Spilsbury (2011p.93) noted that after the hotels raised their rates in anticipation of the influx of visitors, they still had problems filling their rooms. During the games, roughly a third of their hotel rooms were yet to be booked. Moreover, some potential tourists stayed away from London deliberately to avoid the hassles of the Olympics that accompany invariably the games (New Zealand 2013p.27). The expectations of the United Kingdom world travel and tourism council was that the total spending of the tourists in the United Kingdom this year alone will be a little bit higher compared to the previous years.
Jobs problems for the seasonal workers who work in the tourism industry include job and income insecurity, and no employment guarantee from the seasons. Because of the low tourists’ number during the 2012 London Olympics, there was high job and income insecurity for many workers including the people in the transport industry. Organizing and throwing a party that is of Olympic size cost the United Kingdom about 15million dollars (Bardgett 2013p.176). However, the spectators flocked to the Olympic park, east of London leaving central London to be quiet than normal. Hunter (2012p.682) observed that the restaurants were some of the businesses that reported lower takings at the time of the year than normal. One tourism trade association that surveyed its members found that the games of the 2012 London Olympics had negative economic impacts all over the United Kingdom. However, during the period of difficult recession, the officials of the United Kingdom still insisted that the London Olympics games were worth it (Fussey 2014).
From the advertisement of the 2012 London Olympics, the entire globe eagerly waited for the games and focused their eyes on the upcoming international event. One would think that the games were a big fundraising event for London city. However, instead of the event luring money to London from the tourists, it did actually drive away from the usual spenders in the city and even decreased tourism significantly and drastically reduced revenue for the local businesses in the city (Girginov 2012p.160). Boyle (2012p.278) stated that London city was not able to recoup immediately the costs spend in preparation for the Olympic Games.
According to World Tourism Organization (2014p.33), London city usually sees approximately 300,000 foreign tourists and 800,000 domestic tourists daily during August. However, during the time of the Olympics, the number of tourists drastically went down. Girginov (2012p. 58) even noted the quote of Tom Jenkins, the chief executive of European tour operators association to AFP, “these people have been implicitly been told to stay away and that’s what they have done. The current numbers are down dramatically. How far down will further be determined by low long London transport maintains the campaign of ‘Do not come to London city’”
On a survey done before the games by TripAdvisor company, Out of the 2500 owner of hotels in London surveyed, 58% said that the 2012 Olympic games would have no impact at all on businesses, while 35% thought that they will see either long term or short term positive effects (Oxlade et al 2014p.103).
The industry of transport also did have a more severe take on London city hosting the games because their businesses suffered already. Wallechinsky & Lucky (2012p.339) indicated the quote of the general secretary of Licensed taxi Drivers Association, Steve McNamara to the AFP, “our businesses have dropped by about 20% to 40% depending on the time of the day. In normal cases, 90% of our clients are always London residents but they have all left the city but there is no replacement by the tourists. I do not understand where all the tourists are, or how they are getting their way through the city, but London is now like a ghost town.” Not only the decline in tourists hit the city of London revenue, the city was already in debt due to the high costs of hosting the Olympics from the bidding stage
Positive economic effects of tourism in 2012 London Olympics
According to Weed (2013p.109), tourism creates jobs for the local people both through direct people within the industry of tourism and indirectly in other sectors such as transportation and retail (Tzanelli 2013p.481). The rapid expansion of international tourism according to Gammon & Ramshaw (2013p.229), has led to massive employment creation. For instance, the sector of hotel accommodation alone in 1995 provided about 11.3 million employments globally. Tourism can create jobs directly through restaurants, hotels, nightclubs, souvenir shops, and taxis. Similarly, it can generate jobs indirectly through goods and services supply by the businesses that are related to tourism. When these people again spend their income on services and goods locally, it leads to a multiplier effect, which creates more jobs. Great Britain (2012) stated that the industry of tourism also provides opportunities for small-scale business enterprises which generated extra tax revenues for the government which can be used in housing, schools, and hospitals. According to Perryman, M. (2012p.26), the expenditure of LOCOG to stage the 2012 London Olympics was estimated to generate a total contribution of £1 billion to the GDP of the United Kingdom. This contribution consists of £497 million from LOCOG spending directly, with a multiplier effect in the supply chain, and through consumer spending of staffs supporting another contribution of £547 million elsewhere in the economy. According to Poynter & Macrury (2013p.501), the total spends to stage the 2012 London Olympics is estimated to support an equivalent of 26,000 employment years. The total number of employed people will be greater significantly as some of the jobs were temporary during and was during the 2012 games. Horne & Whannel (2012p.467) observed that small firms were also successful in winning the contracts of LOCOG. Analysis of the LOCOG’S United Kingdom contractors by size suggested that 28% were large firms and 72% were SMEs.
The foreign exchange earnings are also another positive effect of tourism. Expenditures of the tourists generate income to the hosting country and economy, and this can stimulate the necessary investment to finance growth in other sectors of the economy (Kenyon & Bodet 2014p.69). Some countries desire to accelerate economic growth by requiring their visitors to bring in a certain required amount of foreign currency for every day they stay. Euromonitor International (2012) asserted that an important indicator of the international tourism role is its foreign exchange earnings generation. Data reveals that the United Kingdom saw a 5% fall in numbers of visitors year-on-year during the august 2012 games. The regular tourists of London stayed away and were replaced by the ticket-holding Olympic visitors, majorly from the United Kingdom, who spend much of their time at the venues of games watching the actions of Olympic. However, Moennig & Zimbalist (2012p.361) indicated that these victors motivated by the Olympics spent more and United Kingdom realized a 9% increase in overseas spending of the visitors during the period.
Another positive economic impact of tourism is the stimulation of investment in infrastructure. Spilsbury (2011p.310) argued that tourism can induce private investors, national or state governments to improve infrastructures such as better sewage systems and water, electricity, roads, public transport networks, and telephone. This can improve the life quality of the residents in addition to facilitating tourism. New Zealand (2013p.19) pointed out that TFL invested about £6.5 billion in upgrading the infrastructures of transport, and concentrated on making sure that the holders of tickets get to their venues. Moreover, Tube during the games transported over 101 million passengers, and this includes the most ever transported on a single day, that is 4.52 million. This was an increase of 28% on the normal levels (Bardgett 2013p.358). The tube continues to operate more reliably and carry more visitors and Londoners than any time before in its entire history. Moreover, there are other new physical projects of the legacy that were constructed because of the games. For instance, Hunter (2012p.300) mentioned the queen Elizabeth Olympic park which hosted two events to mark the Olympic Games anniversary. Those were the Sainsbury Anniversary Games, and the Open East Festival, similarly, the venue has hosted musical festivals and events such as Ride London, Hard Rock Calling and Wireless, cycling events of mass participation, cultural events, The Orbit. Other scheduled sporting activities include the world’s athletic championships to be held in 2017 and the 2015 rugby world cup.
The contribution of tourism to the local economies is another positive economic impact of tourism. Because the environment is a primary element of the assets of the tourism industry, revenues of tourism are often used in measuring the economic value of the areas protected. Fussey (2014p.109) pointed out that other local revenues are not easy to quantify since not all expenditures of the tourists are registered formally. Money is also gotten from tourism through informal employments such as rickshaw drivers, informal guides, and street vendors among others. The positive side of informal employment according to Girginov (2012p.56) is that money gets returned to the local economy of the areas, and therefore has a significant multiplier effect because it is spent repeatedly. During the London Olympics, local revenues got into the local economy of London and resulted in a multiplier effect in the area. Moreover, many people benefitted informally as informal tour guides, taxi operators, street vendors among others.
The Tourism Alliance, which is an umbrella union that represents about 200,000 business in the united kingdom have a belief that sports tourism during the 2012 Olympic games largely replaced the normal business travel and leisure that is always the order of the day during that particular period of the year. Boyle (2012p.595) described it as a substitution effect. Furthermore, the forecast of Tourism Alliance during that time was that there would be a decrease by 5% in the usual visitor traffic that would lead to a decrease in the expenditure of tourism of £1.1 billion. Furthermore, a decrease of 5% in the United Kingdom domestic visitors would reduce the expenditure of tourism further by £1.35 billion (World Tourism Organization 2014p.68).
The concerns of a likelihood of revenue fall because of the substitution effect was also echoed by the Tourism Management Institute, and the Tourism South East, which both relayed their fears that the tourists might be scared of traveling to London during the period of games because of the general perceptions of overpriced hotels, and overcrowding in London. Girginov (2012p.31) asserted that positive effects forecast on the British tourism are much more positive compared to the game-time forecasts, with the estimate of DCMS indicating that 80% of economic benefits of legacy derived from hosting Olympic games are gained through post games tourism increases. This is attributed partly to the significant international exposure of the media to London because of their position as hosts of the Olympic Games. However, Oxlade et al (2014p.113) noted that the Tourism Alliance believed that such goals of legacy will not be realized unless the preparation of the DCMS was done to invest in media support and adequate marketing for the tourism industry of the British
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
