Ahla Project Waleed

IMPACT OF BRINGING THEME WAX MUSEUM IN PAKISTAN
INTRODUCTION
A wax museum or waxworks usually consists of a collection of wax sculptures representing

famous people from history and contemporary personalities exhibited in lifelike poses, wearing
real clothes.
Some wax museums have a special section dubbed the "Chamber of Horrors", in which the more
grisly exhibits are displayed. Some collections are more specialized, as, for example, collections
of wax medical models once used for training medical professionals. Many museums or displays
in historical houses that are not wax museums as such use wax figures as part of their displays.
The origin of wax museums goes back to the early 18th century at least, and wax funeral effigies of
royalty and some other figures exhibited by their tombs had essentially been tourist attractions
well before that.
Each work of art takes an average of 6 months to produce, sometimes taking up to 1 year. The
figure may require more than 20 artists, depending on the level of complexity. Each hair is
manually implanted and several thin layers of paint are added over the weeks to provide the correct
absorption to reach the expected skin tone. The most advanced materials are used, from surgical
prosthetics to porcelain teeth. In the past, all figures were made by using beeswax. Over the years,
new composite materials have emerged. Derivatives are now being used as a raw material blend,
including petroleum-derived wax, to provide greater durability, strength and realism.
You may find artists, politicians, and celebrities, represented younger or older than expected, and
this is all part of the experience. Just like with real human beings, looks change across the years.
Please treat our sculptures as true works of art. Get close, take selfies, and admire their details!!!
Help us preserve them by avoiding scratching the figure or damaging its hair, so that future visitors
can have the opportunity to enjoy!
Located in the heart of Boston just south of Boston City Hall and Faneuil Hall Marketplace,
where both history and the present meet at the Dreamland Wax Museum. The museum is just 2
blocks away from both the blue line and orange line in the Boston mass transit.
Waleed Ahlei GDHM-03

GLOBAL TOURISM AND HOSPITALITY INDUSTRY
The travel and tourism industry is one of the world’s largest industries with a global economic
contribution (direct, indirect and induced) of over 7.6 trillion U.S. dollars in 2016. The
direct economic impact of the industry, including accommodation, transportation, entertainment
and attractions, was approximately 2.3 trillion U.S. dollars that year. A number of countries, such
as France and the United States, are consistently popular tourism destinations, but other, less well-
known countries are quickly emerging in order to reap the economic benefits of the industry
(www.statista.com).
Worldwide, the tourism industry has experienced steady growth almost every year. International
tourist arrivals increased from 528 million in 2005 to 1.19 billion in 2015. Figures were forecasted
to exceed 1.8 billion by 2030. Each year, Europe receives the most international tourist arrivals. It
also produces the most travelers: with approximately 607 million outbound tourists in 2015, the
region had more than double that of the second largest tourist origin, the Asia Pacific region
(www.statista.com).
In 2015, global international tourism revenue reached approximately 1.26 trillion U.S. dollars,
having almost doubled since 2005. That year, China had the largest international tourism
expenditure, followed by the United States and Germany. The leading city in international visitor
spending was Dubai, where tourists spent more than 31.3 billion U.S. dollars in 2016
(www.statista.com).
1. Assess the goal

2. Understand the stakeholder role
3. Product building
4. Marketing and promotion
5. Provide human and technical support

TOURISM
GLOBAL TOURISM TRENDS
Travel & Tourism is a key sector for economic development and job creation throughout the world.
In 2016, Travel & Tourism directly contributed US$2.3 trillion and 109 million jobs worldwide.
Taking its wider indirect and induced impacts into account, the sector contributed US$7.6 trillion
to the global economy and supported 292 million jobs in 2016. This was equal to 10.2% of the
world’s GDP, and approximately 1 in 10 of all jobs. TRAVEL & TOURISM’S CONTRIBUTION
TO THE WORLD’S ECONOMY Travel & Tourism’s impact includes people travelling for both
leisure and business, domestically and internationally. In 2016, 76.8% of all travel spend was as a
result of leisure travel, compared to 23.2% from business travel. Domestic travel generated 72%
of the sector’s contribution to GDP, thus making a significantly larger contribution than
international travel, with foreign visitor spending at 28% TRAVEL & TOURISM’S
CONTRIBUTION TO GLOBAL GDP 2016 Business vs Leisure / Domestic vs Foreign Spending


ORGANIZATIONAL CHART

TRAVEL AND TOURISM IN PAKISTAN
With less than a million foreign tourists visiting the country on an average, Pakistan has been able
to improve its ranking by one point in 2017 – currently at 124 out of 136 countries – covered in
the Travel and Tourism Competitiveness Index 2017 released by the World Economic Forum.
Earlier, the country was ranked 125 out of 141 countries in 2015.
Average receipts per arrival have been estimated at $328.3 whereas total receipt has been
amounted to $317 million, with travel and tourism competitiveness has a share of 2.8 per cent of
GDP.
The worst ranking for Pakistan pointed out by the report was visa requirements where ranking was
135 out of 136 countries. The government’s prioritization of travel and tourism industry was
ranked at 132 among the 136 countries surveyed by the report, while the sustainability of travel
and tourism industry development got the ranking of 128. Effectiveness of marketing and branding
to attract tourists got the ranking of 125.
The quality of tourism infrastructure got the ranking of 123 while hotel rooms got ranking of 129.
Pakistan has a total of 36 world heritage cultural sites and attractiveness of natural assets scored
127.
In 2017, the travel and tourism industry continues to make a real difference to the lives of millions
of people by driving growth, creating jobs, reducing poverty and fostering development and
tolerance. For the sixth consecutive year, industry growth outperforms that of the global economy,
showcasing the industry’s resilience in the face of global geopolitical uncertainty and economic
volatility.

The industry contributed $7.6 trillion to the global economy, which was 10.2 per cent of global
GDP, and generated 292 million jobs in 2016.
International arrivals followed suit, reaching 1.2 billion in 2016, 46 million more than in 2015.
These promising figures are expected to continue increasing in the coming decade, report says.
Research shows that for every 30 new tourists to a destination one new job is created; and already
today, the travel and tourism industry has almost twice as many women employers as other sectors.
In 2016, nearly 4 billion people traveled by plane, a number expected to reach 7.2 billion by 2035.
The report says that travel and tourism competitiveness is improving, especially in developing
countries and particularly in the Asia-Pacific region. As the industry continues to grow, an
increasing share of international visitors are coming from and travel to emerging and developing
nations.
In an increasingly protectionist context – one that is hindering global trade – the travel and tourism
industry continues building bridges rather than walls between people, as made apparent by
increasing numbers of people traveling across borders and global trends toward adopting less
restrictive visa policies.
Despite the growing awareness of the importance of the natural environment to tourism growth,
the travel and tourism sector faces enormous difficulties in developing sustainably, as natural
degradation proceeds on a number of fronts, report points out.
Spain, France and Germany continue to top the travel and tourism rankings but Asia steals the
show as the region’s largest economies show the greatest rise in tourism-friendliness. Asia’s
largest markets are not only becoming larger source markets but also more attractive destinations.
Almost all of the region’s countries improved their ranking. Except for Japan, Hong Kong, China,
South Korea and Malaysia also made it to the top 30, while India made the largest leap in the top
50 to land in fortieth place.

The United Arab Emirates, ranked 29th globally, continues to be the most travel and tourism
competitive country in the region by far. Its performance continues to improve since 2015; the
country welcomed 14.4 million international visitors in 2015, 4 million more than two years
earlier.
Despite air travel being one of the safest modes of transportation, with incredibly stringent security
standards, measures following security shocks have often been implemented to soothe the public
rather than to contribute to a more effective and secure environment.
Airports around the world faced additional layers of security regulations following 9/11 that have
cost the industry $7.4bn between 2001 and 2010.
To support the expected growth in international travel in the next 14 years, there is a need to
fundamentally rethink the policy framework and innovate the way people move across
international borders, suggests the report (Dawn, April 9th, 2017).

ROLE OF STAKEHOLDER’S GOVERNING TOURISM INDUSTRY

CULTURE AND STRATEGY IN THE TRAVEL & TOURISM SECTOR
For hospitality, travel and tourism companies, which sell the dreams and experiences of travel,
culture reinforces the guest service ethic and engages diverse and widely spread associates in the
mission to create memorable experiences for guests. Whether people are travelling for business or
for pleasure, people want to feel cared for, appreciated and welcome, so hospitality and travel
companies by definition need to inspire and care for customers, more so than many other
industries. Ongoing advancements in technology and evolving customer expectations about how
they want to interact with companies — online check-in, mobile boarding passes and keyless hotel
rooms are just a few examples — require travel companies to find ways to still deliver high-touch,
brand-building interactions balancing personal touch and technology. This is driving an additional
cultural imperative: flexibility and learning. Increasingly, travel industry leaders are recognizing
the need to build cultures that are adaptable so they are better positioned to respond to changing
market and competitive conditions and leverage data and technology to transform the customer
experience at the point of customer contact. But what is the best way to do this? We have identified
a few questions that can help leaders begin thinking about the organization’s culture and how the
culture may need to evolve in a dynamic market.
ROLE OF STAKEHOLDERS IN TOURISM INDUSTRY
Stakeholders in tourism destination may refer to tourists (as the demand), industries (as the
supplier) and hosts (the local community and environment) (Pavlovich, 2003). They may also refer
to sectors i.e., business sectors, non-profit sectors and public sectors (Gunn, 1994). According to
the World Tourism Organisation (WTO), stakeholders in sustainable tourism development are
divided into three categories: the tourism industry, environmental support and the local
community/government (Timur, 2012). WTO also outlines the tourism industry’s role to create
opportunities for business, employment, income and foreign currency exchange through the

provision of tourism services (including transportation, accommodation, food and beverages).

Meanwhile, the environment’s role is to attract tourists to participate in activities based on local
culture, nature, architecture (man-made). Finally, the local community/government (which
includes residents and local businesses, organisations and associations) functions to make
decisions (Timur, 2012). This shows that all three stakeholders have their respective roles in
shaping sustainable tourism. In this respect, stakeholders can also be used to create tourist friendly
destination where elements within the sustainable tourism development model constitute
subsectors that encompass preparations in relation aspects of space, activities and products.

1.2.1 British hospitality organization (bha) is an organization that incorporates all the restaurant
affairs and focuses their interests and interests of the whole hospitality industry large all the while
factoring in the interest of the hospitality workers within the united kingdom (about us)
1.2.2 The world tourism organization (Untwo) is an agency of united nations which work for
encouragement of responsible, sustainable and accessible tourism, it offers leadership as well as
support towards increasing tourism knowledge and tourism policies worldwide and has 157
countries as members (unwto,2016) (Unwto history 2016)
1.2.3 The international air travel association (Iata) is a trade association of global airlines,
representation about 265 airlines (83% of the world`s air traffic (Iata 2016).
1.2.4 The world travel and tourism council (Wttc) formed in 1991 with a belief that the tourism
sectors contributions to economies and job creation was not being recognized. Wttc is the only
worldwide body that brings together all the major sectors in the travel and tourism industry and
gives them a platform to voice their concerns to either governments or other international bodies.
1.2.3.4 The pacific Asia travel association (Pata) works to encourage responsible expansion of
travel and tourism in pacific Asia region. It was found in 1951 and works as non-profit organization
and is known internationally for working to develop sustainable tourism bodies, 29 airlines,
airports and cruise lines. (About Pata, 2016)
1.2.6 The sustainable tourism foundation Pakistan (Stfp) is a nonprofit and non-political
organization to promote environmentally responsible and sustainable tourism in Pakistan (rana,
2015)
1.2.7 Pakistan hotels association was established in 1963 and caters to all major hotels in
Pakistan. The PHA is representative of hotels in Pakistan. The PHA is representative of hotels in
Pakistan to the ministry of tourism and the government.

Wealth distribution around the globe
The distribution of wealth basically shows the comparison of the wealth owned by various
members or groups in a society.
The Rothschild family, Germany is labeled the wealthiest family in the world with an estimated
net worth of $350 billion- 2 trillion
The al-saud family is the second wealthiest family in the world with an estimated net worth of
$1.4 trillion.
The Walton family is the third wealthiest family in the world having a net worth of $152 billion.
The history of the Tourism and Hospitality Industry
In the past, traveling out of a person’s local area was mostly an action for the elite class who
traveled vast distances to see architecture, art, gain knowledge about languages and cultures, and
different cuisines. (Jayapalan, 2001)
i. In the Middle Ages travel for religious purposes became very common even for the middle
and lower class. Christianity, Buddhism and Islam included traditions that escalated
journey to far away areas for either health or spiritual purposes. Muslims would travel for
hajj where as many people from famous Chinese dynasties such as that of Song Dynasty
also traveled to far away temples for religious purposes from the 10th to 13 the century
(Hargett, 1985). During medical times, Italian scholars also traveled a great deal.
(Deschaux & Taillevent, 1975)
ii. The history of the hospitality industry dates back to the late 1700’s. Over the years the
industry has seen development as it has undergone wars and many social changes. The
current state of the industry began to take face in the early 1950’s creating the dynamic
industry we know today.
1 The inter-relationships and links between tourism and other sectors
i. The hospitality industry is a very important industry that provides services to international
and local travel and tourism sectors. Hence the hospitality industry is vital and must meet

and exceed the expectations of the customers and the industry itself (Interrelationship
between Hospitality and other sectors, 2015).
ii. The role package holidays play in hospitality is very significant. Hotels in a holiday
package attract travelers of certain financial background depending mainly on the price a
certain package because of which many holiday packages is often bought in bulk. Hence
due to packages the hotel industry and the packaged airline also benefits.
The success of the airline industry depends greatly on the availability of hotel rooms in the
destination as well as the availability of proper food and infrastructure.
TOURISM SECTOR IN PAKISTAN
Tourism brings in a large amount of income into the local economy in the form of payment for
the goods and services needed by tourists. It’s very important industry in terms of boosting the
economy of a country.
Tourism industry also helps a lot in developing healthy relations between different countries.
Mankind always had an urge to explore everything. As a result, tourism has become one of the
largest industries in the world. Pakistan particularly has a lot of potential regarding tourism because
of its diverse and well-preserved culture; from the ‘Do Darya’ in Karachi and Islamabad Port in
Balochistan to the Badshahi Mosque in Lahore and beautiful valleys of the north like Hunza and
Sust. Every part of Pakistan has its own culture and language which makes it even more interesting.
According to a report by World Economic Forum, the direct contribution of tourism

industry in Pakistan in year 2015 was Rs328 million constituting to 2.8 percent of the total GDP.
The government is making continuous efforts to promote tourism in Pakistan and they predict that
by the year 2025 tourism will contribute Rs1 trillion to Pakistan’s economy.
Yet that's not the best outcome because the government has not been able to take
the tourism market seriously in Pakistan despite some work being done. There is still a lot of room
for improvements in the tourism business. There is a need to maintain the tourism attraction and
preserve the heritage. Putting the tourism industry at low priority has led to no development in

tour industry and historical sites. It has been estimated that the public and private sectors have
gradually earned less income from the tourism market causing less investment and innovation
within the industry .
This has led to several historical sites and landmarks to depreciate over time and the lack of
international standards have left many sites in poor states. The latest budget showed that less
money was being spent on tourism industry and more on other less important markets.
Some tourist corporations have started working and encouraged the government to attract tourists
to Pakistan by working on several projects in the tourist market: building and maintaining the road
and air networks. The maturation of human and natural resources can also contribute to the
development of the flabby industry .
Development of tourism industry in Pakistan can bring a great change to the economic status of
the country. That's because tourists have a wide range of budgets and tastes, and a wide variety of
resorts and hotels can be developed to cater for them. For example, some people prefer simple
vacations, while others want more specialized holidays, quieter locations, family-oriented
holidays, or niche market-targeted destination hotels. So in contrast to that, we can develop a lot
of different hotels or restaurants to meet everyone's demands.
Now all of that cannot work out if people outside Pakistan don't know about it. Advertising
campaigns need to attract tourist by developing holiday packages especially designed to explore
the greater regions of the country. In this era of technological advancement we can advertise
anything pretty easily on the internet on a very high level and it can reach out to everyone in this
way (The news.com).

PROPOSED LOCATION FOR WAX MUSEUM IN PAKISTAN
Islamabad is located in the Pothohar Plateau in the northeastern part of the country,
between Rawalpindi District and the Margalla Hills National Park to the north. The region has
historically been a part of the crossroads of Punjab and Khyber Pakhtunkhwa with the Margalla
Pass acting as the gateway between the two regions.
Islamabad was built during the 1960s to replace Karachi as Pakistan's capital. The city's master-
plan divides the city into eight zones, including administrative, diplomatic enclave, residential
areas, educational sectors, industrial sectors, commercial areas, and rural and green areas. The city
is known for the presence of several parks and forests, including the Margalla Hills National
Park and Shakarparian Park. The city is home to several landmarks, including the Faisal Mosque,
the largest mosque in South Asia and the fourth largest in the world. Other landmarks include
the Pakistan's National Monument and Democracy Square.
Islamabad is a beta- world city; it is categorized as very high on the Human Development Index,
the highest in the country. The city has the highest cost of living in Pakistan, and its population is
dominated by middle and upper middle class citizens. The city is home to sixteen universities,
including the Quaid-e-Azam University, COMSATS Institute of Information
Technology and NUST. The city is one of the safest in Pakistan, and has an expansive surveillance
system with 1,900 CCTV cameras.
Wax museum is already present in Islamabad inside Pakistan monument it is of historical nature
the wax figure present in the museum are of political bodies before the foundation of Pakistan and
they are the depiction of national worth and history.
Wax museum Islamabad is based on the film industry and showbiz characters so getting inspired
by that the museum can be further segmented to the star figures of the film industry and other icons
of the industry. Also the extension can be made in terms of entertainment resort or any theme
location.

THE TRAVEL AND TOURISM INDUSTRY
The travel and tourism industry and the nation’s transportation system have significant
interdependent impacts on the American economy. The former is a huge $1.3 trillion generator of
more than 7.5 million direct jobs and local economic growth that is dependent on travel
expenditures, while the latter is the network for transporting the great bulk of the nation’s travelers
and goods. Travelers and economic growth are clearly best served by cooperative and collaborative
relationships between those who formulate and implement public policies pertaining to highways
and to travel and tourism. Following the lead of earlier research, the current study examined those
relationships as manifested in interactions between state departments of transportation (DOTs) and
state tourism offices (STOs).
Yet, achievement of a viable, strong and effective partnership between surface transportation and
tourism and recreation that would benefit both remains elusive in many states with regard to
important projects and substantive policies and issues, although it is clear that most DOTs and
STOs perceive that they work well together.
However, when drilling down to specific areas of collaboration, there is a disparity between the
perception of the general working relationship and the actual relationships involving specific
projects and/or more substantive policies. In other words, the study suggests that more than a
double digit difference exists between what is generally perceived as a healthy relationship related
to general transportation policy making, and more specific issues related to project planning and
implementation. While both state tourism and transportation offices believe there needs to be more
investment in transportation resources to support tourism, all respondents believe that the tourism
industry is not engaged enough in transportation decision-making.

THE IMPORTANCE OF TRANSPORTATION TO TOURISM DEVELOPMENT
Transportation has been an integral part of the tourism industry; transportation links tourists with
various tourist attractions. There is a general agreement that tourism expands more when there are
better transportation systems. In many part of the world tourism had been underperforming
compared to the natural heritage the country is endowed with. One of the things mentioned as the
reason for under performance is poor transportation systems. Transportation needs for tourism
promotion and tourism development among others, to be maintenance of the existing roads,
construction of more roads/rail track/sea and air transportation, and construction of local airports
and enhancement of local flight operations. And established that the level of security and safety in
transportation systems is not bad though transportation costs are considered high by tourists.
Tourism development could be even bigger if more could be done in various elements of
transportation systems. It is an important for all its stakeholders to take part to develop tourism in
their regions. (The government, and other stakeholders of tourism).
Tourism sector is one of the main important sectors of the economy. Many countries take
advantage of covering the budget deficit with the help of profits coming from tourism. That is why
tourism sometimes is called a factory without chimney. But tourism has its own unique features
that differentiate this sector from the others. Like in the other service industries, in tourism the
customers, that is, the tourists come to the destination where the tourism services are provided. As
the matter of fact it is difficult to think of tourism sector without transportation. Transportation is
the main mean to carry passengers, that is, the tourists to the actual site where tourism services are
performed.
The development of transportation, transportation vehicles, infrastructure and using new

technologies in this sector speed up the development of tourism. If we pay attention to the statistics
of World Tourism Organization, we may see that the tourism dynamics has changed and increased
rapidly between 2005 and 2015. In 2010 international tourist arrivals rose to 940 million. This in
turn brought the economies $980 billion. This trend can be explained with different factors. But

the main important factor here is the rapid development of transportation sector and application of
technological innovations which enable the tourists to reach many destinations of the world.
Whether transportation plays important role in enriching the travel experience of a tourist depends
on the mode of transportation and the frequency of use. Transportation can turn into a separate
tourist attraction element; cruising, Orient Express trains, boat trips along the river and etc. are the
best examples to tourist attractions. The effective factors in choosing the transportation mode in
tourism are given below (Westlake and Robbins 2005, 463):
•Timelimit
•Distance
•Status
•Comfort
•Security
•Benefit
•Price
•Geographicalposition
•Competition
An increase in traffic due to world tourism growth puts pressure on transportation facilities, and
this can have adverse effects. Those negative effects are as follows (Goeldner and Ritchie 2012,
96).
• Congestion – means delays which leads to waste of time and energy. Serious congestions may
have a negative effect on transportation modes, especially on airports and roads during peak times.
• Safety and security – making sure that the transportation mode is safe and secure is a basic and
important requirement for tourism.
• Environment – an increase in traffic may have disastrous effect on the environment if that area
does not have the carrying capacity for additional tourists.

• Seasonality – seasonal patterns of travel demand create overcrowding at certain times.
Adversely low occupancies and load factors will occur at other periods.
Air Transportation One of the most important transportation modes in tourism is air travel. Air
travel has made significant changes in people’s minds concerning time and distance. In order to
meet the demand which increases every day, the airline companies spend billions of dollars and
apply new technological innovations. Having matchless role in long distances the air travel
industry develops very rapidly. The world’s airline industry numbers 1,629 airlines, 27,271
aircraft, 3,733 airports, 29.6 million scheduled departures a year, and carries 2.7 billion of
passengers a year. The major aircraft making companies to share the market will be Airbus and
Boeing.
Automobile Transportation In short distances automobile transportation comes forward in regard

to other modes of transportation. The automobile transportation makes it easy to see local culture
and nations. It presents great flexibility in contrast to other modes of transportation (Oter, 2007).
The importance of this mode in tourism is also very important. When compared with the prices in
air transportation, this mode of transportation is frequently used by tourists because of low prices.
But the main factor affecting this choice is time and distance
Railway Transportation The other mode that affects tourism is railway transportation.
This type of transportation is considered the oldest one. In 19th century the railways were
frequently used. Currently in many countries the railways are used for transportation of loads. The
reason for this is tourist choice of air or automobile transportation. But there exists such railroads
that have been included to touristic packages. For the example, we can give Orient Express
railways. But nowadays application of technology and technological innovation gave birth to fast
trains which compete with air and automobile transportation modes.

Here we may include cruise travel, boat travel, yachting, ferry travel and etc. The cruise travel has
a special place in tourism. In table 3 we can see the world and North America’s growing trend for
cruise travel. From the table, we can infer that cruise travel has been much more developed in
North America. The cruise ships named as sailing hotels provide tourists with indispensable travel
opportunity. While travelling with a cruise ship, the tourists get the opportunity to see several
countries at a time. This type of transportation is one the most expensive one, because the price
for a cruise ship exceeds $100 million. More than thousands of employees work in a cruise ship at
a time, may see that in cruise travel from North/south Americans to Asia, Europe and Middle East
companies gained great successes.
All the stated issues prove the importance of transportation in tourism. As mentioned above the
tourist’s travel experience starts and ends with transportation. In this sense, if the countries want
to gain sustainable development of tourism sector, they must pay attention to transportation sector,
reduce monopoly in this sector; provide sound competition opportunities for the companies.
To sum up, in order to develop and increase the role of transportation in tourism the countries
should pay attention to the following points:
• The transportation modes specific to the regions must be developed

• The transportation costs must always be kept competitive
• The passengers must be attracted to sea and railway modes of transportation
• New embarkation ports must be established in order to develop cruise travel
• New fast train lines must be established and new fast trains must be bought and foreign
experience must be applied
• The distance from stations must be kept less
• New coaches must be brought to the country
• New technologically advanced aircraft must be put into air lines
• The personnel must be trained
• The governments should allocate financial support for the development of transportation

ENTITIES CREATING TOURISM INFRASTRUCTURE


STRATEGIC WORTH
The Pakistan Monument is a national monument and heritage museum located on

the Shakarparian Hills in Islamabad, Pakistan, aimed to symbolise national unity. The complex
covers an area of 2.8 hectares and is a popular picnic destination.
The monument is shaped as a blooming flower petal-shaped structure with the inner walls of the
petals inscribed with the outlines of Lahore Fort, Badshahi Mosque, Khyber Pass and Minar-e-
Pakistan. The monument opens onto a marble terrace providing a bird's-eye view of Islamabad
City. The four main petals of the monument represent the four provinces (Balochistan, Khyber-
Pakhtunkhwa, Punjab, and Sindh), while the three smaller petals represent the three territories
(Gilgit-Baltistan, Azad Kashmir and the Tribal Areas).
The adjoining Pakistan Monument Museum includes a wax museum depicting important events
leading to the Pakistan Movement. Furthermore, the facilities includes a reference library, audio-
visual archive, conference hall along with a 62-seat capacity auditorium known as Panorama
Hall. The complex receives on average received 1500 tourists per day totaling at 0.57 million
visitors in 2016. From air the monument looks like a star (center) and a crescent moon (formed by
walls forming the petals), these represent the star and crescent on Pakistan's flag.
Therefore extending the museum to some other sculptures is a treat for the visitors both national
and international and it will foster a lot of tourist activities in the tourism industry.

Evaluating the way in which external factors affect the industry and organization
 External factor 1: inauspicious political conditions
A major factor affecting the tourism of any country is its political condition. Due to
unstable political conditions, Pakistan is seen as an unsafe place by many tourists.
 External factor 2: lack of proper infrastructure
Unavailability of proper infrastructure limits tourist movement into and within a country.
 External factor 3: lack of ability to deal with natural disasters.
The government of Pakistan lacks the ability as well as resources to cope with the natural
catastrophes in some area of Pakistan.
 External factor 4: incompetence of airlines
Airlines in Pakistan have negligent to their duties in many cases leading to customers
loosing trust in Pakistani airlines.
 External factors 5: Terrorism
The increase in terrorism affects the economy which in turn affects the GDP of Pakistan.
 External factor 6:changes weather Conditions
Increase in global warming across the globe and in Pakistan has lead to drastic changes in
weather conditions.
 External factor 7: increase in inflation
Increase in inflation leads to hotels and restaurants increasing the prices of their products
which make the tourism product out of reach for some tourists.
 External factor 8: lack of government concern towards tourism

The government of Pakistan does not pay a lot of attention to promoting tourism in
Pakistan.
 Effect on wax museum
Factors affecting tourism directly affect the smooth running of operations for wax museum
in Pakistan its success.
 External factor 1
Unfavorable political conditions affect wax museum Pakistan either by affecting the tourist
inflow due to safety concerns or unfavorable or negligent policies by the government. In
order to overcome such issues, Wax museum Pakistan will ensure all security measures
and contracts regarding protection from such changes in policies.
Lake of proper infrastructure is an issue in some areas of Pakistan, however Islamabad
does not suffer from this as well established road and rail networks make travel within the
city and to other cities convenient. Also, the CPEC development has brought deal of
infrastructural development to Islamabad.
Inability to cope with natural disasters; Natural disasters such as floods and heavy rainfall
may cause damage to the Wax museum operation. In order to minimize such damages, all
materials used for building and rides will be pressure resistant and water resistant. Also, a
close check on weather forecasts will help avoid any inconvenience to the guest and Wax
museum itself.
Inefficiency of airline has been an issue effecting tourism in Pakistan for quite some time.
In order to minimize the impact of this factor on Wax museum, the organization will
promote airlines that have proven to be safe and accommodating but have been seen unfit
due to the general image of the Pakistan airline industry.
Terrorism has been linked to Pakistan for more than a decade. However, in recent years the
army has undertaken many joint operations which have helped reduce terrorist activity to
an extent. (Pakistan Army Operations, 2013) The CPEC development has also undertaken

the responsibility to provide maximum security to the route which in turn will make
Islamabad and Pakistan safer. Wax museum will take all security measures to make Wax
museum a safe environment for its guests.
To minimize the effect of changing weather on Wax museum, the operation will run as
ecologically as possible.
Lack of inflation of Pakistan will not affect Wax museum in a major way as a large part
of the target market includes international tourists. Also, as Wax museum will create a
large number of local jobs, this will in turn reduce inflation to an extent.
Lack of government interest towards tourism may not be a problem as the government of
Baluchistan is taking a number of actions to promote tourism in Islamabad due to CPEC
investment. (News, 2006)
2 Understanding the growth of global tourism and hospitality brands

Define the characteristics and uses of branding
Branding a product is vital for any business. Branding is defined as creating and maintaining a
distinguishing name and image of manufactured goods and products in the consumer’s mind. This
is done by publicity campaigns that have a reliable theme in order to create a center of attention
for and keep hold of customer’s loyalty (Branding, 2017). The elements to creating and
establishing a brand that gains loyalties are; (Movahhed, 2016)
1) Target Audience
2) Brand promise
3) Brand values
4) Brand voice
5) Clear brand purpose and positioning
6) Recognizable logo or Word mark

1) Branding Wax museum Pakistan

2) Target Audience;
The targeted market for Wax museum in Pakistan includes youngsters and families,
international tourists and travelers. To cater the diverse needs of different segments of the
target audience, Wax museum provides tickets at different cost set keeping in mind the income
brackets of each set segment.
3) Brand promise;
Wax museum guarantees its visitors a distinctive theme park that takes inspiration from the
entertainment industry, mainly movies and television.
4) Brand values;
The key values that drive the decision-making of Wax museum are;
 Respect
 Joint effort
 Open communication
 Sincerity,
5) Brand voice;
The brand voice of Wax museum is fun and amusement
6) Brand purpose and positioning;
Wax museum positions itself in the market as a theme park and resort providing it guest’s
entertainment, accommodations, and foodstuff from around the world all at the same place.
7) Brand Logo;
The differentiating logo for wax museum consists an image of the globe along with the text
Wax museum ” and “ Parks and Resorts “ Since this image is what customers use to
associate and recognize Wax museum a 3D model of it is positioned outside every Wax
museum operation across the world.

Analyzing the development of global tourism and hospitality brands
Brief history of branding
The word, brand is loosely translates to mean “to burn” Branding in ancient times meant the act
of using smoldering hot iron marks to burn a mark or brand on products (Ritson, 2006).
Glassmakers of Rome use to brand their works, with Ennion being the most famous (Johnson,
2015).
In brand history, brands in the field marketing over distances and areas stared off in the 19 th
century. As industries set up, many household items moved to central factories. At the time of
shipping the company would brand their logo on the means of transport which were usually barrels.
This act gave life to trademarks. The title for the world’s first trademark is held by bass &
Company, the British brewery. They argue that their red-triangle brand as the world’s first
trademark. (Hibbert, 2008)
Due to the growth of factories caused by industrial revolution (1820-1840), there was need for
mass-produced goods to sell their products to a market that was originally only familiar with item
that were produced locally, Thus, a need to encourage people to trust other such goods arose.
Among the first products to be branded at the time ate pears soup, coca cola, and Quaker Oats
Oatmeal. (Pierce, 2006). It was during the late 40’s when manufacturers recognized the
significance of building a relationship of the product / brand with customer social and
psychological mind (Kline, 2000).

4.3.2 Benefits of brand loyalty
Brand loyalty refers to positive feelings a customer has towards a brand and their dedications
towards choosing that product over other (American marketing association dictionary, 2011).
Brand loyalty is beneficial in terms of savings resources such as money because;
 Another products of the sale brand are easily accepted

 The bran is safe guarded from competitors who cut prices for promotions
 Consumers are willing to pay more for their preferred brands.
 Already existing customers are easier to cater to
 Loyal customers encourage others to buy their preferred brand.
In general terms, brand loyalty leads to an increase in profit and sales as no a lot of resources need
to be spend to keep up relations with existing patrons
4.3.3 Branding and brand loyalty of wax museum
Wax museum are an international brand well known and recognized globally. Wax museum have
made a diverse brand name as it provides a form of entertainment for all age groups as well as
foreign tourists. Wax museum does so by providing its customers with a theme park based on
movies and television which is the most common form of entertainment in the modern day.
Wax museum use its contributions to produce Islamabad movies TV shows as a tool to make an
international brand name and to promote it. Also, wax museum for alliances with other popular
brand names to promote itself and increase recognition such as the partnership J K Rowling by
opening a harry potter theme area in 2010 (Hollywood, 2010).
Similarly, in order to promote and market wax museum in Pakistan, the theme park will build on
its already well establish brand name of the Islamabad theme Base Park as well as use current
marketing strategies of wax museum . These include:
1. Brand loyalty; wax museum Pakistan being a park of wax museum can use its affiliations
with other operations to promote wax museum Pakistan. As wax museum are already a
known brand internationally, this automatically brings brand loyalty towards wax museum

Pakistan in case of international tourists. Also, as the target markets in Pakistan are familiar
with wax museum as a brand will have greater trust in its services as international operating
procedures will be used.
2. Partnership with existing brand that appeals to its customers; wax museum Pakistan will
do so by bringing to Pakistan entertainment things including harry potter, Spiderman,
pirates of Caribbean, hello kitty etc. the general public of Pakistan is familiar to this theme
which will help form trust in the value of wax museum . Also the use of similar products
as wax museum, Orlando, Hollywood, Pakistan etc which will attract foreign tourists.
3. Segment audience and set prices. Accordingly; as wax museum will target youngsters,
families as well as foreign tourists the price for the theme park entry, room rates, and food
and beverages will be set keeping in mind the disposable income of each segment. Wax
museum not only provide luxury services for the elite but economy packages for those who
want more entertainment for the least price possible.
4. Bundle premium packages for benefits; wax museum Pakistan have one five star luxury
hotel and resorts along with 3 2 to 3 star hotels. In order to promote this accommodations
facilities package deal such as complementary passes for certain theme park rides,
complementary transport and special discounts will help in promoting other parts of the
park.
Explaining the use of tourism a hospitality globalization strategies and their risks.
Globalization is the procedure of global amalgamation that occurs from the barter of the views of
the world, products, and ideas of all aspects of culture. Developments in the transportations and in
the telecommunications have played a major role to bring about globalization which has given
economic and cultural actions independence. Some positive effects include:

1. Introduction to different cultures

2. Larger market
3. Technological progression
4. More job opportunities
5. Improved travel and tourism industry
6. Variety of international services
Some negative effects of globalization are:
1. Language barriers
2. Cultural barriers
3. Events in other countries reduce inflow of tourists
4. Seasonal employment
5. Developing countries are enable to keep up with the advancements brought by
globalization
6. Increase in crime rate.
4.4.2 Strategic alliance
Strategic alliance is an accord between parties that allow them to attain goals and objectives that
are predefined without losing their independent organizations structures. In most cases a strategic
alliance is formed when two companies have certain know how and skills sets that help the other
expand or enhance their business.
Benefits of strategic alliance include:
1. Shared risk
2. Shared knowledge
3. Opportunities for enlargement

Franchising
Franchising means to allow a business or individual to utilize the operating model of the brand
and brand name and structure for a set time for a fee
The business that gives its brand is called the franchisor and the one who uses and operates that
brand is called franchisee. In case of the franchisor this practice is a substitute to heaven build
chain stores and operating them, avoiding the investment and the accountability of owning the
chain. However the success of this practice depends on the success of the franchisee. This may be
beneficial as the franchisee as a directed vested interested in the form of investment in the business
than any employee than the chain store.
The payment structure in case franchises three important payments include.
1. A royalty for the brand name.

2. A portion of franchise sales.
3. Compensation for the training and other such services given to the franchise operator.
These charges may be either joint as a fee for management or paid separately. A franchise may
operate one or several locations depending on the investment. Franchise agreements may lost from
a range of five to thirty years but always has a set time periods which may be extend later on or be
cancelled or terminated due to serious consequences for the franchisees.
In case of wax museum Pakistan further franchising across the country will not be needed as wax
museum is an establishment large enough to carter to the entire target market of Pakistan. Wax
museum Pakistan will operate as the only franchise of wax museum Pakistan in Islamabad the sub
sectors of wax museum, Islamabad, hotels, restaurants and cafes will operate under a contract will
wax museum.

CONCLUSIONS AND RECOMMENDATIONS
A wax museum plan to expand in Asia and the chosen location is Islamabad, Pakistan. The theme
museum will include not only entertainment but accommodation and food and beverages facilities
as well. After a thorough analysis of global tourism and hospitality industry, the food and
accommodation sector within the international and local hospitality industry, the expects that affect
the global and local tourism, and the development of grand names, it is concluded that wax
museum will produce the successful business venture in Islamabad, Pakistan.
RECOMMENDATIONS
The recommendations are made to the organization to further increase the success of wax museum
in Pakistan:
 In order to customize the product to the culture of Pakistan wax museum. Pakistan should
include the attractions such as movie theatres to carter to the local market segments.
 Wax museum should include the restaurants that carter to the tastes of the locals as well.
 Wax museum should make the strategies to keep the employees motivated and interested
and feel important as a part the organization.
 As the economy of Pakistan includes public with varied disposable incomes, providing
packages to carter all classes will attract a greater market.
 Political conditions fluctuate in Pakistan hence wax museum should a close eye on the
changing political environment and keep good relations with all government authorities.
 Wax museum should include introduce transport facilities or tour packages from other
cities of Pakistan to Islamabad to make national travel more convenient.
 Wax museum should bring the brands originally operating in wax museum Pakistan to
build authenticity and maintain brand quality.


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IMPACT OF BRINGING THEME WAX MUSEUM IN PAKISTAN

A wax museum or waxworks usually consists of a collection of wax sculptures representing

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GLOBAL TOURISM AND HOSPITALITY INDUSTRY

1. Assess the goal

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GLOBAL TOURISM TRENDS

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TRAVEL AND TOURISM IN PAKISTAN

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ROLE OF STAKEHOLDER’S GOVERNING TOURISM INDUSTRY

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CULTURE AND STRATEGY IN THE TRAVEL & TOURISM SECTOR

ROLE OF STAKEHOLDERS IN TOURISM INDUSTRY

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provision of tourism services (including transportation, accommodation, food and beverages).

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Wealth distribution around the globe

The history of the Tourism and Hospitality Industry

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TOURISM SECTOR IN PAKISTAN

According to a report by World Economic Forum, the direct contribution of tourism

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PROPOSED LOCATION FOR WAX MUSEUM IN PAKISTAN

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THE TRAVEL AND TOURISM INDUSTRY

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THE IMPORTANCE OF TRANSPORTATION TO TOURISM DEVELOPMENT

The development of transportation, transportation vehicles, infrastructure and using new

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• Seasonality – seasonal patterns of travel demand create overcrowding at certain times.

Automobile Transportation In short distances automobile transportation comes forward in regard

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• The transportation modes specific to the regions must be developed

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ENTITIES CREATING TOURISM INFRASTRUCTURE

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The Pakistan Monument is a national monument and heritage museum located on

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 External factor 1: inauspicious political conditions

 External factor 2: lack of proper infrastructure

 External factor 3: lack of ability to deal with natural disasters.

 External factor 4: incompetence of airlines

 External factors 5: Terrorism

 External factor 6:changes weather Conditions

 External factor 7: increase in inflation

 External factor 8: lack of government concern towards tourism

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 Effect on wax museum

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2 Understanding the growth of global tourism and hospitality brands

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1) Branding Wax museum Pakistan

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Analyzing the development of global tourism and hospitality brands