Tourism Marketing Strategies and Challenges

This assignment delves into the complexities of tourism marketing, particularly focusing on strategies employed for destinations perceived as risky. It requires an analysis of psychological influence factors shaping tourists' perceptions at such locations. Students are expected to examine existing models and theories, drawing upon relevant academic literature and case studies to provide a comprehensive understanding of the challenges and opportunities in promoting tourism to potentially hazardous areas.

Tourist destinations

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
A)Analysis of identified tourist destinations and generators of the world in terms of visitor
number and income generation...................................................................................................1
B) Analysis of statistics to determine tourism destination trends and predict future trends.......2
TASK 2 ...........................................................................................................................................3
A) Analysis of cultural, social and physical features of the new tourist destination explaining
their appeal to tourists.................................................................................................................3
B) Compare and comment on the features of developing and leading tourist destinations........3
TASK 3 ...........................................................................................................................................4
A) Compare the appeal of current leading tourist destination with that of currently developing
tourist destinations......................................................................................................................4
B) Evaluating the characteristics of a tourist destination that affect its appeal...........................5
TASK 4............................................................................................................................................5
A) Analysis of issues that affect the popularity of the two leading destinations........................5
B) Stating the potential requirement of tourism to enhance the host community at the
worldwide tourist destinations....................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Destinations comprise of certain beautiful attractions, characteristics and amenities that
attract tourist to visit these places. These destinations are either framed naturally or created by
the manpower to explore beautiful places across the world. Tourist destination can be anything
from a nation to a region and a resort to a hyper city. All the destinations comprise of beautiful
attractions and sceneries to build beautiful image in the mind of tourists. Tourist destination is
the place which is preferred by the tourist and through which revenues are generated the lead to
enhance the development of economy in an effective manner (Ashworth and Goodall, 2012).
This present report focuses on analysing the tourist destinations in terms of visitor number and
income generation for the purpose of determining the tourism destination trends and predicting
future trends. Different features are analysed which are related to appeal the tourists. Comparison
of leading and developing tourist destinations is done to evaluate the characteristics of both the
tourist destinations that affect its appeal. Different issues are analyzed that affect popularity of
two leading destinations in accordance to the potential requirement of tourism in order to
develop host country as a worldwide tourist destination.
TASK 1
A) Analysis of identified tourist destinations and generators of the world in terms of visitor
number and income generation
Tourists are those persons who visit places or travel to different destinations for the
purpose to relax and enjoy. In the modern era, tourist refers to the people who travel to the
various destinations for the purpose to visit new places and know about different culture after
visiting these places. The purpose can be stated as supporting tourism industry within these
countries so as to generate income from the number of visitors that visit these destinations. The
tourists are non residents over these destinations and hence there stay over this destination is
temporary.
Destinations comprise of beautiful attractions and sceneries to build beautiful image in
the mind of tourists. Tourist destinations are highly preferred by tourists that supports economic
growth (Buhalis and Foerste, 2013). Tourist destinations help country to determine steady and
rapid growth over the years by involving various activities in order to generate income. It
includes staying, travelling, sightseeing and other activities that are carried out at different
places.
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According to the analysis of statistical data, it can be determined that tourist destinations
such as Paris in France, Los Angeles in USA and Whitechapel in UK are ranked among the top
three tourist destinations. The tourists spent sufficient sum of money in foreign destination. .
Tourism employment in UK was 14% which generated s income up-to 65.7 million. Whereas,
other two destinations which also have certain percentage of visitors that lead to enhance the
level of income generation In France the number of tourist employed was 14.6% which
generated the income of 84 million. Tourism employment in USA was 10.4% which generated
income of 59.7 million.
This records the tourists’ arrival and facilitates the tourist to provide services as per the
demand. As per the World Tourism Organization, all the aspects that are associated to attract
more and more tourist are calculated and initial forecast is done to determine the number of
visitors.
B) Analysis of statistics to determine tourism destination trends and predict future trends
Proper analysis helps to determine trends that are classified over the monetary aspects.
France has exceeded outbound tourist and have become the first among the most popular tourist
destinations. Developing aspect is related with the countries which encourage independent
travelling across the various destinations. Los Angeles in USA and Whitechapel in UK have
witnessed an intensive increase in the income that is generated from tourists. These countries are
worthwhile and help visitors to explore different destinations across the nations.
Different attractions available in these destinations like Elephant man of Whitechapel are
very famous. It is an effective phenomenon which is practised by the people who have interest in
visiting new places and travel across different destinations. These tourists afford incur
expenditure for the matter of ease and to attain the necessary and recognized aspects that
maintain the social status.
The entire analysis comprises of different segments and age groups which determine
demographic characteristics of tourists (Cook and Marqua, 2014). People who are old and retired
also travel to visit these destinations. The general aspect which affects senior travellers is related
to the medical issue so that they need to plan their trip by considering the climate of tourist
destinations. With the advancement in the technology, travellers are generally aware of the new
aspects that are associated in order to discover new things at the various destinations and plan
trip according to those factors.
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TASK 2
A) Analysis of cultural, social and physical features of the new tourist destination explaining
their appeal to tourists
Proper analysis of various features is essential to explain the cultural, social and physical
aspects. This comprises various factors that are associated to the aspect that will appeal to the
new tourist destination like Whitechapel. Different features are associated with the development
of new destinations that are discussed below:
Cultural features: These aspects define various resources that are related to the cultural aspect of
new developing destinations. Features which are associated with it are as follows:
 Culture of Whitechapel is diversified and has a complex beginning as people do not
easily adopt the culture of different destinations.
 This aspect helps tourist to plan their destination in accordance to the quality of services
that is offered to the tourist who visits this destination.
 The culture aspect will help to classify different dimensions that are associated with it.
Social features: These are the social aspects that are associated with the need of different groups
of the tourists. Features which are associated with it are as follows:
 These aspects depict sustainability to perform tourism activities as per the different aspect
that is associated in order to define policies to access market in which it operates.
 Regional and religious factors are also ascertained over the wider scale (Aschauer, 2010).
B) Compare and comment on the features of developing and leading tourist destinations
Environment is providing the extensive growth to these destinations in accordance to
attract more tourists and develop destinations which are new. Developing destination like
Whitechapel requires immense coordination and integration of different facilities that will help t
to develop it as a leading destination.
There are different aspects that are required to process different particulars to evaluate
different measures to attract more tourists to these destinations. They involve both the public and
private entities for the purpose of developing different strategy in order to make proper
destinations.
The capital of Whitechapel is particularly evaluated in an appropriate manner, this will
ensure the economical transactions and other related aspect to fetch tourist to the new developing
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destinations. Different attractions are becoming well known for the destinations like Elephant
man of Whitechapel has become very famous. It is an effective phenomenon which is practised
by the people who have interested in visiting new places and travelled across the destinations
(Assaker, Vinzi and O’Connor, 2011). With the help of culture advancement, tourism
destination sets up diversify environment in order to attract more tourist and develop as from the
developing destination to the developed leading destination such as Paris in France, Los Angeles
in USA.
TASK 3
A) Compare the appeal of current leading tourist destination with that of currently developing
tourist destinations
There is large difference in between both the tourist destinations which are London and
Whitechapel. These places are different from each other on various parameters like locations,
transport parameters, weather conditions and culture destinations. London has a large population
with diverse culture and different continent people. In this location, there are numerous places to
visit. As per the survey, in UK there are numerous places to visit and in entire UK, a large
number of tourists are attracted by London city. As a result, appeal of London as a tourist place
to the people is very high. London has good connectivity of road, train and air transport. Due to
this reason, people do not face any difficulty in visiting tourist place in London. There is large
number of hotels in UK and due to this reason; people do not have any problem regarding
accommodation in the mentioned city. There are world class brigs, historical monuments,
restaurants, spa and green areas which attract large number of people and make their tour more
pleasurable. Whitechapel is another tourist destination which is popular in UK and currently in a
developing stage. It also has connectivity airports but they are far from the mentioned
destination. In terms of culture, this destination gives stiff competition to London due to diverse
people residing in the mentioned location (Barros, Butler and Correia, 2010). It is not so
developed like London but its appeal is much stronger and competitive. Hence, it can be said that
one day Whitechapel will be able to give competition to the London.
B) Evaluating the characteristics of a tourist destination that affect its appeal
Characteristics of Whitechapel that affect its appeal are as follows.
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Culture- Culture is one of the most important characteristics that make Whitechaple very
popular among tourists. It has diverse culture and multi dimensional population. This means that
different culture people are residing in the mentioned location. If, culture is different than eating
habits then lifestyle would also be different (Bornhorst, Ritchie and Sheehan, 2010). Hence, this
location is best suited to those people who like to know about the people of different culture.
Thus, it can be said that culture positively affects the appeal to Whitechapel.
Demography- Demographic feature of this location is also different from other locations
of the UK. Demographic feature also creates unique image of the specific location. This acts as
an attractive factor for attracting tourism for the particular location. There are many cities that
population is small and due to this reason, people like to visit those places. Hence, this factor is
also acting as a lucrative factor for attracting tourists to the mentioned place (Chand, 2010). With
the advancement in the technology, travellers are generally aware of the new aspects that are
associated in order to discover new things at the various destinations and plan trip according to
those factors.
Physical characteristics- It refers to the tourist places that are situated at Whitechappel.
These places are related to the culture and heritage and due to this reason; large number of
tourists are attracted towards this place (Evans, Stonehouse and Campbell, 2012). Hence,
physical characteristics are also important factor that attract tourists to visit this place.
TASK 4
A) Analysis of issues that affect the popularity of the two leading destinations
There are various issues which affect the popularity of leading destination such as Paris
in France, Los Angeles in USA as they are the finest place to visit and spend valuable time. But
there are various issues which affect the popularity of these places. There are certain
consequences which is hindering the quality of the most visited destination. In order to
overcome, the issues are analyzed properly.
Accessibility: The major issue which is related with the destination is the accessibility in
order to visit the destinations through air, water, rail and road. Though it is the factor which
provides convenience to the tourists to visit these places. However the combination of the
convenience and conveyance precise the easy accessibility to the leading destinations (Garín-
Muñoz and Pérez-Amaral, 2011). The location of these destinations affects the popularity to a
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greater extent as they cannot be frequently visited by the tourists. Many a times the remoteness
of these destinations also adds on some popularity.
Easy accessibility enhances the image perspective in mind of the tourist by providing
them with all the facilities and the relaxing environment in form of the ideal destinations. For
instance: Paris in France, Los Angeles in USA are those countries which provide tourists a
relaxing environment and result in attractions of more and more people in order to relay and stay
for the temporary basis. But the accessibility causes misleading image in the mind of the tourist
and affects the popularity of the leading destinations.
Expenditure associated with visiting these places: This is the key concern issue that is
associated with the travelling aspect to the leading destinations which are Paris in France, Los
Angeles in USA. In context to the leading destinations, these countries are quite expensive to
visit. Hence, it is not affordable by the ordinary man due to high expenditure (Goodall and
Ashworth, 2013). It involve different form of taxes, surcharges, services charges and many other
aspects which adds on to the cost that reflect the expenditure that is associated for the purpose to
visit these places in form of travelling fares.
On the other hand, the expenses that are incurred again after the time of arrival also
affects the popularity and the expenses result in costly affair.
Political factors: These are the major issues which impact on the popularity of Paris in
France, Los Angeles in USA. The political policies affect the tourism to a greater extent. These
destinations are bounded with strict regulations which comprises of proper documentation and
paper work that is required in order to attain the visa for the purpose of visit. Hence, it is very
costly affair and is a lengthy process.
The government instability or the dysfunctional government affect the tourist activities of
these destinations. Due to frequent changes in government functioning affect the permission
which is required in order to visit these destinations and attain visa to visit the other place or
destinations.
B) Stating the potential requirement of tourism to enhance the host community at the worldwide
tourist destinations
In order to develop tourism, it is essential for the host community to build up effective
relationship with guests. For countries like France and USA, they are required to adapt the
changing environment to encourage the tourist to visit these destinations. To attract the tourist it
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is essential to make transactions cost friendly so that tourist can visit the destinations which are
Paris in France, Los Angeles in USA. The host community need to ensure that the tourists are
facilitated with the effective accommodation and effective relationship is framed with them.
The potential requirement is related to the relationship which is framed at the time they
enter the territory till the time they stays. There are respective aspects that impact aptitude of
these destinations and may break the relationship with the host community. For instance: the
comfort level of the tourists has to be ascertained by the host community to enhance the
relationship and develop various tactics through which the major barrier can be removed (Hall,
2013). The host community can develop an effective understanding and willingness to provide
social gesture to the tourists to visit these tourist destinations that are Paris in France, Los
Angeles in USA. The social cultural aspect is determined to a greater extent so that the cultural
aspect is kept in mind to make the stay more comfortable and relaxing for the tourists (Kannan,
2009).
These destinations are required to focus on the different factors in order to enhance the
accessibility so that the staying expenses become viable for the tourist and result in pocket
friendly. The host community offers various types of things to enhance and build a strong
position to attract more tourists to the destinations. The offering is made by keeping in mind the
requirement and the necessities of the tourists to make their stay effective. The host community
should impose less tax so that the relationship can sustain for a longer duration and they can
maintain a proper balance (Hall, Timothy and Duval, 2012). This help to develop reasonable
aspects to perform the responsibility and provide the effective services to make the stay of the
guests more effective and comfortable.
CONCLUSION
From the present report, it can be concluded that tourist destinations help to determine the
effective allocation of time to spend at the different destinations which are quite effective in
order to evaluate the different aspects that are associated. Tourism activities help to develop
various features such as nature of sights in order to meet the requirements of visitors and build
up effective relationship with the tourist who visit our country and stay for the longer duration of
time.
There are certain factors that are accepted in accordance to enhance the division of tourist
destinations as per the attractions and amenities which are available to attract more and more
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tourist to these destinations. Paris in France, Los Angeles in USA and Whitechapel in UK are
ranked among the top three tourist destinations which attract more and more tourists. With the
advancement in technology, travellers are generally aware of the new aspects that are associated
in order to discover new things at the various destinations and plan trip according to those
factors.
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REFERENCES
Books and Journals
Aschauer, W., 2010. Perceptions of tourists at risky destinations. A model of psychological
influence factors. Tourism Review. 65(2). pp.4-20.
Ashworth, G. and Goodall, B., 2012. Marketing tourism places. Routledge.
Assaker, G., Vinzi, V.E. and O’Connor, P., 2011. Examining the effect of novelty seeking,
satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear
latent growth model. Tourism Management. 32(4). pp.890-901.
Barros, C. P., Butler, R. and Correia, A., 2010. The length of stay of golf tourism: A survival
analysis. Tourism Management. 31(1). pp.13-21.
Bornhorst, T., Ritchie, J. B. and Sheehan, L., 2010. Determinants of tourism success for DMOs
& destinations: An empirical examination of stakeholders' perspectives. Tourism
management. 31(5). pp.572-589.
Buhalis, D. and Foerste, M. K., 2013. SoCoMo marketing for travel and tourism. In Information
and Communication Technologies in Tourism 2014. Springer International Publishing.
Chand, M., 2010. Measuring the service quality of Indian tourism destinations: an application of
SERVQUAL model. International Journal of Services Technology and
Management. 13(3-4). pp.218-233.
Cook, R. A. and Marqua, J. J., 2014. Tourism: The Business of Hospitality and Travel. Pearson
Education.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and tourism.
Taylor & Francis.
Garín-Muñoz, T. and Pérez-Amaral, T., 2011. Internet usage for travel and tourism: the case of
Spain. Tourism Economics. 17(5). pp.1071-1085.
Goodall, B. and Ashworth, G., 2013. Marketing in the Tourism Industry (RLE Tourism): The
PromotionfDestinationRegions.Routledge.
Hall, C. M., Timothy, D. J. and Duval, D. T., 2012. Safety and security in tourism: relationships,
management, and marketing. Routledge.
Hall, C.M., 2013. Wine, food, and tourism marketing. Routledge.
Online
Kannan, S., 2009. Tourism Marketing: A Service Marketing perspective. [Pdf]. Available
through: <https://mpra.ub.uni-muenchen.de/14031/1/MPRA_paper_14031.pdf>.
[Accessed on 14th January 2016].
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