An analysis of the feasibility of a specialist tour operator for horseback riding holidays
Cardiff Metropolitan University
MetadataShow full item record
This enterprise project researches the feasibility of setting up a specialist tour operator (STO) for horseback riding holidays (HRHs) in the UK. Horses & Riders (H&R) will work together with the well-established German tour operator Pferd & Reiter (P&R) with advantages for both companies. Thus H&R will be able to offer a very wild range and high quality HRHs and obtain different help and support for launching and running the business. H&R's major aim is to launch the company successfully and gain a reputation of providing high quality HRHs. Therefore primary and secondary research has been highly important as well as the development of a coherent marketing strategy. Research has shown that activity holidays are becoming more and more popular and especially as the interest of HRHs increases. The business will be profitable in the third year only, which is due to the long launch period of tour operators that needs years to increase sales and enable repeat customers. The business will operate as a Limited Liability Company based in Cardiff. The owner will own 60% of interest and P&R 40%.
BA (Hons) Tourism Management