STEEP ANALYSIS FOR TOURISM INDUSTRY
Enviroment
Dr Ng said "2011 had been a tough year for the national tourism industry, which was affected by the tsunami in Japan, floods in Thailand, the European economic crisis and the opening of a casino in Singapore" star news
Political
"The Tourism Ministry should consider refining its promotion strategies as current campaigns mostly feature islands and beaches"
Malaysian tourism industry will continue to grow rapidly in coming years, on the back of increasing promotional activities by the government and growing reputation of the country as a shopping hub.
(http://www.rncos.com/Report/IM202.htm)
Social
H1N1 virus affected tourist industry in 2008 and decreased tourists during that time.
Technology
"The Akamai NetStorage, which will also attract high volume of Internet traffic to TM's network, will definitely strengthen Malaysia's position as a regional Internet hub. Akamai currently carries 30% of global internet traffic and thus, TM's ability in attracting them to host their data in Malaysia is further testament to the acceleration of Malaysia to become a global data centre hub."
Mohamad Rozaimy Abd Rahman(Executive Vice President of TM Global)
Economic
The activities of tourism industry malaysia are directed towards improving the Malaysian tourism services. Owing to the good standards the Tourism industry in Malaysia maintains, it also appeals to many investors to invest in the Malaysian tourism industry. This inflicts a positive influence on the economy of Malaysia. Tourism industry in Malaysia provide ample scope for employment. There are several people who are recruited either in tourism industry directly or related industries.

STEEP


Sociological Technological Economic Environmental Political
The purpose of STEEP analysis is to look at the contextual environment, to characterize the change drivers that
are operating and then consider what, if any, effect they might have on the organization’s future activities.
Sociological
Social environment is concerned with understanding the potential impacts of society and social changes on a business, it’s industry and markets.
For STEEP analysis, social environment will require consideration of 3 major parts:
1.Social culture
2.Demoghraphy
3.Social culture
Malaysia has good tourism attraction because of the society, Indian, Malay, Chinese and also other nationality live together in Malaysia society. And because of this reason some tourists wants to visit different culture.



Technological
Of the technological environment we understand all changes in technology that can effect in our area or business:
1.Transport technology the first thing that can improve tourism industry in Malaysia. Transport technology can transport tourists as well as a products or components, in high speed and also low cost in air transport.
2.Wireless technology is the second thing that help tourism industry in Malaysia. Network , satellite, internet the things that can improve many business.
3."The Akamai NetStorage, which will also attract high volume of Internet traffic to TM's network, will definitely strengthen Malaysia's position as a regional Internet hub. Akamai currently carries 30% of global internet traffic and thus, TM's ability in attracting them to host their data in Malaysia is further testament to the acceleration of Malaysia to become a global data centre hub."

Mohamad Rozaimy Abd Rahman(Executive Vice President of TM Global)


Economic
Economic environment can effect on business and also consumers.
1.Some countries have good and active tourism industry because of their economic, it means the tourists which go to their country can spend money easily. Nowadays Malaysia has good exchange rate for some European country.
2.Dr Ng said "2011 had been a tough year for the national tourism industry, which was affected by the tsunami in Japan, floods in Thailand, the European economic crisis and the opening of a casino in Singapore" star news


Environmental
The environmental influences refer to physical environment .
1.Natuaral environment and many island is the most important tourist attraction in Malaysia. Many tourists come to Malaysia to enjoy the time at the beautiful beach and sea side.
2. Another thing that can improve tourism industry in Malaysia is the weather, some tourists which their hometown is cold, come to Malaysia for be in a warm and sunny weather.
Political
Political stability and political relations influences the image of destinations in tourist-generating regions (Hall and O’Sullivan,1996)
Political view is show the condition of the country.
Malaysian government try to show their political view well to other country.
Separation of religion and politics is the one of the important point in Malaysia politics. All people can have their idea and thinking.

"The Tourism Ministry should consider refining its promotion strategies as current campaigns mostly feature islands and beaches"

Malaysian tourism industry will continue to grow rapidly in coming years, on the back of increasing promotional activities by the government and growing reputation of the country as a shopping hub.




References:

http://www.malaysia.gov.my/EN/Relevant%20Topics/IndustryInMalaysia/Business/BusinessTourism/Pages/Tourism.aspx



http://www.ijtef.org/papers/15-C175.pdf



http://www.gcvcore.gov.uk/downloads/futures/STEEPanalysisOutputs.pdf

(http://www.rncos.com/Report/IM202.htm)