Tourism Destination Branding and Promotion

This assignment tasks students with analyzing the complexities of branding and promoting tourism destinations. Students are required to critically evaluate various factors influencing destination image, including mega-sport events, social networks, and sustainable development. A range of academic sources exploring content marketing, online word-of-mouth, and visitor arrival data will be utilized to support their analysis. The final product should demonstrate a thorough understanding of the evolving landscape of tourism destination management.

Tourist Destination

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analyse main tourist destination and generators of worldwide in terms of visitors and
income generators.......................................................................................................................1
1.2 Analysing statistics for determining the tourism destination trends and future trends.........3
TASK 2............................................................................................................................................4
2.1 Analyse social, cultural and physical attributes of tourist destinations................................4
2.2 Compare features of developing and leading tourist destinations........................................5
TASK 3............................................................................................................................................7
Covered in PPT...........................................................................................................................7
TASK 4............................................................................................................................................7
4.1 Determining issues that is affecting popularity of tourist destinations.................................7
4.2 potential for response tourism on world level ......................................................................8
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Tourist destination refer that place where travellers or tourists are visits. They are
attracted towards their historical importance, natural beauty, historical cultural values and
amusement. This project is based on tourist destination of United Kingdom and their main aim is
to analyse various places or locations and these places are attracting travellers towards such
locations. Virgin Holiday limited is the large tour organisation which provides different holiday
packages to the tourists. There are various branches of this firm at different locations. In this
report, understanding tourist destination and generators of world help in getting huge number of
visitors and earn maximum income (Ahmad, 2013). This will analyse the statistics for
considering specific tourist destination and their current trends related to the future. This report
describes the social, cultural and physical features which appeal to the tourists. There are various
features for developing and leading towards tourist destination and its main characteristics. It can
also analyse the major issues that directly effect on popularity and describe the desires which
help in increasing host community at all over the world of tourist destination.
TASK 1
1.1 Analyse main tourist destination and generators of worldwide in terms of visitors and income
generators
Travel and tourism sector is play an essential role for generating and earning maximum
income and also help in developing any nation. This is necessary for attracting large number of
people who are belong to domestic and international level. It is also required for travel agencies
to generate income so by this economic growth can be increased in proper manner. United
Kingdom is mainly focus on formulating and promoting its locations at international level for
offering better policies and schemes and also provide them holiday packages. This country is
growing rapidly with the help of travel and tourism sector which attracting large number of
people and gain high amount of income (Armenski and et. al., 2011). Virgin holiday is one of the
largest travel agency which offer different type of tour or holiday packages to the guests at
affordable price. Along with this, they are providing perfect accommodation services such as
restaurant, transportation, hotel and some more for satisfying travellers in proper manner.
London is beautiful and attractive location in the United Kingdom which help in
attracting more tourists for visiting the main purpose in better manner. It has directly impact on
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European market which assist in generating more income and contribute in economic growth so
that nation can be developed and formulated. According to this data, it has been analysed that
there are around 25.3 million tourists who are visiting United Kingdom in a year. Therefore,
European comes under the top 10 tourist destination and get 6th position in the rank at
international level. With the change in the current environment and this condition can be affected
on market trends which can be found in the travel and tourism sector (Beritelli, 2011). All such
things are depending on different factors of tourist destination and their main focus on its
features or characteristics.
The most famous tourist destination is United Kingdom, us, France, china, Italy, Mexico,
etc. All these are very popular locations which help in improving the country economy, create
more opportunities and generate income or revenue. There is some list of the position of various
countries consider as popular tourist destination which assist in attracting large number of
tourists that are as under:
Ranking Country Places for
travellers
Traveller number
in 2014
Visitors number
in 2013
Amount
(USD
billion)
1. France The Louvre
Arc de Triomphe
Disney land
Eiffel tower,
70.2 million 75.2 million 45.4
2 USA Central park, Las
Vegas strip, statue
of liberty, Magic
kingdom, New
York, Walt Disney
world, golden gate
bridge.
55.4 million 60 million 112.3
3 German
y
Brandenburg gate.
Eueropa park,
Neuschwanstein
24.1 million 28.5 million 38.1
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castle, Lake
constance
4 UK Tower of London,,
StonehengeBuckin
gham palace, Big
Ben
25.4 million 27.5 million 32.5
5 China Temple of heaven,
Terracotta army,
Potala palace,
Forbidden city
58 million 52.4 million 46.7
(Source: Visitors Arrivals, 2018)
As per the above table, it can be concluded that France is one of the high rate place where
large number of visitors are coming to spend holidays as compare with other country and the
major reason behind this is that it has rich architecture and current trends in the world ( Crouch,
2011). Thereafter comes china which has rich tourism as it is experiencing good tourism. If they
continue to take care of their different destination by marinating proper maintenance tourism in
coming year can be raised further.
Government should invest more in this sector so that beauty of place is maintained.
Investing in the development of different spots can further help in attracting more visitors and
hence the overall development of economy can be experienced. A good amount of income is
added by this sector hence attention towards developing the scale of this should
1.2 Analysing statistics for determining the tourism destination trends and future trends
Tourism industry is fast growing sector in current scenario as there are different nation
which mainly focus on enhancing or developing their destination and their locations so that this
can easily increasing the rate of income or revenue for doing development. As per the above
table, it can be identified that most of the popular countries for visiting are France, china, Italy,
UK that are determined as the most liable country for the travel and tourism industry because of
its attractive, impressive and beautiful places which help in attracting large number of travellers
towards nation and enhancing the level of international customers. The current trends and ideas
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of tourism destination in the UK nation, this can be addressed that there are different people who
are mainly concerned in wandering around whole Europe due to its uniqueness and beauty.
London is beautiful city because there are different unique places which are gaining
attention of large number of tourists (Datzira-Masip and Poluzzi, 2014). Also there are some
famous places such as museum, cultural heritage, monuments, nature of beauty and cleanness
etc. which support in capturing the mind of large number of people.
There are some veritable reason which bring large number of people so that they can
increase the number of tourists such as:
 Oxford university main motive is one of the most popular campus for analysing the
management of MBA.
 Historical monuments, parks and museum in London city.
 Joint venture and business enlargement along with other global organisation for creating
more profitability (Di Pietro, Di Virgilio and Pantano, 2012).
The statistics analysed that some data and information of trends relates to current and
future which is the main reason behind succeed and growth of united kingdom nation. It can be
clearly seen that most of the international countries are attracting towards new thoughts, adoption
of creative or unique themes and western culture. It can be understand for defining the famous
table or popular locations which attract large number of travellers and it assist in increasing
country economy and development in proper manner.
This can be necessary for developing table for better evaluating which are addressing the
tourist trends who visited in the UK nation. In the below table, compare and provide ranking
system regarding tourism destination are as follows:
Rank City 2008 2009 2010 Total
1 London 14852 14100 13524 54215
2 Edinburgh 1025 1225 1314 5110
3 Manchester 850 741 729 3254
4 Birmingham 712 700 745 2712
5 Bristol 415 418 385 1634
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From the above table it is observed that at broader level tourism is increasing at a high
speed. Bristol needs to work more and invest a good amount in the tourism as it is having
minimum number of visitors. London economic growth is clear as every year it has experienced
a good hike in tourism. It should maintain the attention towards its different destinations and
should assure that it is not detouring with time.
TASK 2
2.1 Analyse social, cultural and physical attributes of tourist destinations
The chosen countries are London and Hong Kong which main purpose are tourist
destination. This will include social, cultural and physical features and also understand the
advantages and disadvantages of such locations (Fourie and Santana-Gallego, 2011). It can be
analysed for developing cultural, social and physical characteristics for both places that are
described as under:
 Physical- London city is very famous and popular location which is mainly attract the
entire European market because educational services and various locations. Along with
this, it is the major factor which help in developing travel and tourism sector that assist in
making or creating large amount of income and also enhancing the growth level of the
country. There are more number of people who are leaving their home country and prefer
United Kingdom whose main purpose is to continue the study. The main reason of
selecting the London city which main motive is to gaining knowledge and increasing
attributes. On the other hand, Hong Kong is one of the most famous city of China as it is
huge financial hub which contribute more development changes in the country. It will
provide economical support to other country (Brouder and et. al., 2016). The most
popular traveller destination place of this city is Disneyland which comprise iconic park
along with theme such as wild animals, entertainment centre, islands and some more
which attract more young people who are come for visiting that locations.
 Social- Travel and tourism play an essential role which contribute more in creating
income or earnings and also provide appropriate employment opportunities to the societal
people for their major benefits. Along with this, there are different advantages for
students, person excuse etc. this is not appropriate for specific job due to this changes
occurs in this which spoiling individual life because of uncertainty or modifications.
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Therefore, tourism in London and Hong Kong will became necessary because of its
social advantages such as sources of peace, cultural and heritage which help in society
improvement and also assist in reducing poorness by doing effectual job opportunities.
 Cultural – Most of the different countries have their own norms, rules, regulations,
values, beliefs, customs which are followed by domestic individuals or society people
(Bruwer and Joy, 2017). Hong Kong have different culture which are follow by their
local people. Travellers get attracting towards languages, culture, unique dressing sense,
etc. in order to explore different countries past culture people travel from one place to
another and increase their knowledge. Interaction at global level increases the culture
awareness and hence helps in developing connections. There are certain festivals,
occasions which celebrated by both the destinations are as follows:
◦ Valentine’s day
◦ Fashion week
◦ Fool’s day
2.2 Compare features of developing and leading tourist destinations
This has been recognised that there is son many variations present in a leading and
developing destination. Herein Nepal and United Kingdom is selected for doing and
understanding comparison between these terms. These both are having various locations which
aids in seeking attention of large number of travellers. By this way, demands associated with
tourism & travel is also increasing day by day as companies existing over there are offering
people best facilities in effective manner. The comparison affiliated with environmental
components are described as follows:
Basis United Kingdom Nepal
Technolog
ical
prospects
This is considered as one of the
developed nation which comprises of
contemporary tools and technologies.
In addition to this, they are applying
innovative methods in creating best
quality services interconnected with
On the other hand, Nepal does not fall under
the category of developed country since they
are not taking help if advanced techniques.
Instead of technology, they are concentrating
on giving workforces to corporations.
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tourism. This in turn supports in
attracting more and more tourists.
Social
aspects
Citizens are of diversified nature in
UK since people come from different
places in order to get occupations
who are of contrasting traditions or
culture, thus comprises of variants
opinions. In fact cross culture could
be find at this location.
Person surviving here in are suffering from
several problems in context to, employability,
poverty, attainment of fundamental
requirements, etc. In this nation, divisity is not
found as hvauing limiter citiznes.
India USA
India is facing bearing economic crises, so
situation of economy is not good and that is
why effectual services are being provided to
consumers travelling over here.
As Us is fully developed , they are catering
quality based tour services to the customers.
Terrorist activity is founded at higher level due
to presence of less contemporary equipment’s.
Herein, more safety is supplied by government
as they comprise of modern machineries.
TASK 3
Covered in PPT
TASK 4
4.1 Determining issues that is affecting popularity of tourist destinations
Tourism is a fact growing business in all around the world. With the increase in coat of
capital of people more people wish to visit new destination. There are many places in the world
that has been able to fetch more number of people in their uniqueness, popularity, beauty and
history. But every place is facing issues that is affecting tourism in that place.
Economic impact – It is one of the major factor that is affecting growth of business
activities of organisation. Across UK this sector is providing more amount of revenue to
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government (Bruwer, Gross and Lee, 2016). Impact on airlines, business activities of hotel and
restaurant have major impact on tourism sector. It also includes the conditions of present taxes
and interest rates. In case of inflation in market prices of overall products and services rises
which makes it difficult for customers and their demand trends gets effective. In case of less flow
of liquid cash in market the purchasing power of customers as it decreases and hence overall
sales gets highly affected.
Inclusive package – Packages of hotel and travel agency also affect business activities in
tourism sector. Having reasonable packages for business activities will directly affect tourism
activity of organisation. Many small scale organisations are finding it difficult to compete with
large scale organisation due to low budget. Many organisations have different packages and
discounts to attract more number of customers in their business activities. Since there are number
of hospitality companies dealing in the same sector it becomes difficult for a particular tour
operator to maximise the profit margins. Prices has to be decided according to the other
competitors present so that competitive advantage can be achieved. this way maintenance of
minimum price is an issue for the travel and tourism operators.
Increasing inflations rate – It is another factor that will affect business activities of this
sector. Due to inflation and deflation people will be more aware about spending of money so it
will directly affect tourism activity in company. When referendum of Brexit was announces the
inflation rate increases that has put drastic effect on business activities of tourism sector.
Terrorist attacks – It is another factor that is a area of concern for every organisations.
Many countries around the world is having historical factors but due to terror activities people do
not take risks to travel to those country (Buosi, Lima and Silva, 2017). For example, Syria is
having large number of beautiful monuments but due to civil war and increase of terror activity
people are not eager to travel to those destinations. At the time of Cannes festival Terrorist
activity has affected number of people in Cannes festival.
4.2 Potential for response tourism on world level
There are many factors in the world that are responsible for affecting business activities
and influence travel and tourism sector. So organisation has to manage several factor that will
affect business activities in tourism sector. For making a destination efficient it is important for
organisation to observe several external factors including political, economic, social and cultural
aspect. These factors will provide opportunities for emerging countries to provide employment to
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enhance capability of society. Several organisations can adopt different strategies that will aid
them to increase their business strategies in efficient way. UK government is providing several
opportunities to different organisation to increase their business activities efficiently (Chen and
Chen, 2017). It has generated competitiveness between small scale organisations and
entrepreneur to make effective strategic planning to increase their potential in different business
market. The local people of different famous destination are benefited by the tourism as this way
lot of job opportunities are created for people living in particular area so. This way they get
chance to earn a better living and hence their living standards also gets increased. The local
people get exposure to new culture and hence promote a positive motivation among them. Once
a small place get recognition at global level its chances to grow also increases which is important
for the betterment of society.
CONCLUSION
From the above based report, it can be concluded that UK is good as a place of tourist
designation as they are offering attractive services to each and every people. In addition to that,
government bodies are focussing more ion safety and security of traveller as well as native
civilians, so people can easily choose it as a secure journey and can enjoy lift of travelling. In
this project, various aspects affiliated with tourism sector is described clearly.
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REFERENCES
Books and Journals
Ahmad, A., 2013. The constraints of tourism development for a cultural heritage destination:
The case of Kampong Ayer (Water Village) in Brunei Darussalam. Tourism
Management Perspectives. 8. pp.106-113.
Armenski, T. and et.al., 2011. Destination competitivenes: A challenging process for Serbia.
Human Geographies. 5(1). p.19.
Beritelli, P., 2011. Cooperation among prominent actors in a tourist destination. Annals of
Tourism Research. 38(2). pp.607-629.
Crouch, G.I., 2011. Destination competitiveness: An analysis of determinant attributes. Journal
of travel research. 50(1). pp.27-45.
Datzira-Masip, J. and Poluzzi, A., 2014. Brand architecture management: The case of four
tourist destinations in Catalonia. Journal of Destination Marketing & Management.
3(1). pp.48-58.
Di Pietro, L., Di Virgilio, F. and Pantano, E., 2012. Social network for the choice of tourist
destination: Attitude and behavioural intention. Journal of Hospitality and Tourism
Technology. 3(1). pp.60-76.
Fourie, J. and Santana-Gallego, M., 2011. The impact of mega-sport events on tourist arrivals.
Tourism management. 32(6). pp.1364-1370.
Brouder, P. and et. al., 2016. Tourism destination evolution. Routledge.
Bruwer, J. and Joy, A., 2017. Tourism destination image (TDI) perception of a Canadian
regional winescape: a free-text macro approach. Tourism Recreation Research. pp.1-13.
Bruwer, J., Gross, M. J. and Lee, H. C., 2016. Tourism destination image (TDI) perception
within a regional winescape context. Tourism Analysis. 21(2-3). pp.173-187.
Buosi, M. D. A., Lima, S. D. O. and Silva, Á., 2017. Relationship between the perception of
sustainable development and the place image for residents of an international tourism
destination. Estudios y Perspectivas en Turismo. 26(1). pp.128-149.
Chen, M. and Chen, J., 2017, July. Effects of Internet Word-of-Mouth of a Tourism Destination
on Consumer Purchase Intention: Based on Temporal Distance and Social Distance. In
International Conference on Management Science and Engineering Management. pp.
321-330. Springer, Cham.
Online
Content Marketing for Travel, Tourism and Hospitality. 2017. [Online]. Available through:
<https://thetomorrowlab.com/2016/03/content-marketing-travel-tourism/>.
Mid-Autumn Festival Hong Kong. 2016. [Online]. Available through <http://hong-kong-
travelblog.com/events-festivals/mid-autumn-festival-hong-kong-2016/>.
Visitors Arrivals. 2018. [Online]. <http://www.statsfiji.gov.fj/latest-releases/tourism-and-
migration/visitor-arrivals>.
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