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Urban Tourism : City Marketing Strategy for Belfast

Added on - 06 Jan 2020

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City marketing strategy forBelfast
Table of ContentsINTRODUCTION...........................................................................................................................1URBAN TOURISM AND CITY MARKETING............................................................................1RESIDENTIAL FIELD TRIP.........................................................................................................2FUTURE OF THE CITY.................................................................................................................2CITY MARKETING PLAN............................................................................................................4Product Strategy..........................................................................................................................4Destination Management organisations......................................................................................6COMMUNICATION PLAN...........................................................................................................7CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONWith the aim to enhance the revenue generation and creation of appeal towards anyparticular geographical region different measures have been adopted. Places are promoted togain popularity and increase number of visits to enhance them economically and culturally(Colomb, 2012). If Any particular place that is a city is promoted to enable business reallocationand attract inward mobility of people towards the place to encourage tourism is referred as thecity marketing. Present report is prepared to elucidate different components of city marketingand the strategies used by the destination, Belfast. The Largest city of Northern Ireland, Belfastis one of the most visited city of United Kingdom. The global industrial centre is also known forbusiness, education, Arts, Music, food and drink and law gaining high degree of popularityaround the globe. The report throws light on the manner in which strategic steps taken by the cityto promote the place through planned marketing and communication plan by relating it with thecity dynamics in critical manner.URBAN TOURISM AND CITY MARKETINGUrban tourism is the type of tourism in which number of tourist activities tend to carryout in one specific city. In the given form of tourism, a city is being regarded as the main touristdestination which attracts lots of tourists towards it. In this regard, there are different products ofurban tourism identified. It consists of shopping, religion, business venture, sightseeing andmaking the visit at the home of friends and family members etc. Here, with an aim to make thepromotion of all the given urban tourism product, government of Belfast make help from theconcept such as city marketing (Lucarelli and Olof Berg, 2011). Thus, it can be said that citymarketing is the type of activity in which number of promotional methods are used for thepurpose to attract the large number of tourist towards the city destination like Belfast.In accordance with the given context, it can be said that there is an interconnection isbeing assessed between both the given concepts such as urban tourism and city marketing etc.Here, urban tourism is the broad concept and city marketing can be consider as sub part of it. Inaddition to this, the success of urban tourism totally depends upon the concept such as citymarketing. This is because, here with the help of number of marketing practices only governmentof Belfast is being able to direct its efforts in terms of giving the information about its city to therespective buyers. Herein, Belfast government make use of both traditional and modern means of1
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