Question

Tyre - UNESCO World Heritage Site Inscribed in 1984, Tyre completes the list of UNESCO World Heritage Sites in Lebanon. The legends claim that purple dye originated in the city of Tyre, which is located in the South Governorate of Lebanon. This ancient Phoenician city is also known as the birthplace of Dido and Europa. It is among the largest cities in Lebanon and is where you will find one of the largest ports in the nation. The two UNESCO sites of Tyre, al-Mina and al-Bass, are home to Roman and Byzantine remains of the city’s flourishing period. The entrance fee for each site is 6,000 LBP and 3,500 LBP for students. There are varying perceptions on how to operate efficiently, increase revenue, while preserving its condition. Different stakeholders take different stands towards this issue. Questions: 1.​What are the different stakeholders involved in Tyre World Heritage Site? In your opinion which stakeholders are more concerned with protecting the heritage site from mass tourists? (35pts) ​2) What revenue management strategies can be applied to the Tyre World Heritage Site? (35pts) ​3)What challenges will be faced when adopting revenue management practices to this site?

Answer 1

Answer:

The different stakeholders involved in Tyre World Heritage Site are as follows:

a. Directorate General of Antiquities (DGA);

b. UNESCO;

c. Municipality of Tyre and their officials;

d. Legal regulatory authorities;

e. Ministry of Transport;

f. Private investors;

g. Other civil bodies like Local Associates; and

h. Department of Revenue.

The primary stakeholders which are more concerned with protecting the heritage site for mass tourists are:

1. Directorate General of Antiquities because it’s a technical unit of the Ministry of Culture of Lebanese Government and the Government is most concerned and responsible for the protection, promotion, and excavation activities. Further, the Government earns from tourism.

2. Municipality of Tyre because Municipality is responsible for the maintenance of the Tyre and their beaches, Coastal Reserve, and Waste Management. This body is accountable to the Ministry of Culture and Tourism and is also responsible for the revenue generation through this Heritage.

​2) What revenue management strategies can be applied to the Tyre World Heritage Site? (35pts) ​

Answer 2:

1. Preparing Dynamic Pricing strategies for the visitors: by decreasing the prices at the times when the crowd is low and increasing the prices when the crowd is high based on fluctuations in seasons.
2. Providing direct booking incentives: the tourist who books directly should be given certain incentives, for example, extra days of stay or a free meal.
3. Planning distribution based on the demand: distributing the tickets based on the peak period and the demands. When the demand is high the prices are high. When the demand is low the prices are kept low.
4. Understanding the Tyre Heritage Market structure.
5. Working closely with the departments of municipal authorities to supervise their work style and expenditures.
6. Initiating Incentive plans for bookings.
7. Hiring freelancer revenue manager to bring ideas, knowledge, and experience in the strategies.

3) What challenges will be faced when adopting revenue management practices to this site?

Answer:

1. Higher Cost for implementation of strategies.
2. Transparency of planning, cost, and expenditure.
3. Bureaucracy.
4. Statutory Compliance of the legal framework.

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