In 1916, President Woodrow Wilson signed the Organic Act, thus creating the National Park system.  The National Park system has the task of conserving and preserving scenery, wildlife, and our historic heritage for the enjoyment of future generations.  Today, though, our national parks face a multitude of problems, one of which should be of particular interest to service marketers: how to manage the demand for the parks.  National Parks magazine suggests that we are loving our parks to death because visitation levels are so high.  National parks preserve unique ecosystems, but must withstand thousands of visitors a day.  As usage increases, so does the damage to the fragile protected environment.

The Park Service and the Forest Service are beginning to experiment with new management models.  For example, at Channel Islands National Park and National Marine Sanctuary in California, the Park Service has limited visitor access to the islands by setting daily limits on the number of visitors who can go to the sanctuary.  On the mainland, the Park Service also established a visitor center, where park staff educate visitors about the island ecosystems.  In other words, the Park Service is trying to provide a broad educational experience while preserving resources.

Similarly, in the national parks of Alaska, demand management issues have arisen.  A typical problem appears at Denali National Park and Preserve in the summer.  One ninety-mile road, which goes into the center of Denali, gives visitors the chance to see some spectacular mountains and unusual wildlife such as moose, caribou, and grizzlies.  Buses operated by the Park Service and by a concession transport the bulk of the visitors; people driving cars and recreational vehicles are allowed only part way up the road unless they have campground reservations.  On a day in January, there was only one visitor, a reporter from Wilderness magazine, but during the hundred-day summer season, six hundred thousand tourists come to the park so that about fifty-five buses a day travel along the road.  One ranger says, "We can't meet the demand....  We could put on more buses, but what suffers is the visitor experience.  Right now, we sometimes have five or six buses stopped to look at one bear."

Demand is expected to keep increasing at Denali by about 7 percent a year.  Several things explain the steadily increasing traffic.  The Anchorage-Fairbanks Highway was completed in 1972, giving thousands of tourists and their cars access to the park.  In the mid-1980s, ship and train tours began delivering hundreds of travelers a day to the park hotel and to a nearby tourist village with hotels and amenities such as mini-golf.

1. Provide Memo and proper executive summary for this case study. Memo should include: To Subject recommendations, control feedback and contingency plan 

2.Executive summary (Fully explained in paragraph) atleast four fully explain recommendations with examples, control and feedback (in paragraph) and contingency plan fully in paragraph. Please explain each point briefly.

Answer rating: 100% (QA)

Memo To National Park Service Management Subject Managing Demand for National Parks Recommendations Control Feedback and Contingency Plan Recommendations Implement a Reservation System To manage the h... View the full answer