Tourism Marketing and Destination Management

This assignment delves into the crucial aspects of tourism marketing and destination management. It examines various factors influencing tourist destination choices, including brand equity, motivation, climate, electronic word-of-mouth, memorable experiences, and social media marketing. The assignment emphasizes the importance of understanding stakeholder perspectives and analyzing successful destination branding strategies.

Tourist Destination

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 & 1.2 Main tourists destinations and generators of the world and Statistics to determine
tourism destination trends...........................................................................................................3
TASK 2............................................................................................................................................5
2.1 Cultural, social and physical features of tourist destination.................................................5
2.2 Comparing features of developing and leading tourist destination.......................................7
TASK 3............................................................................................................................................7
3.1 Comparing appeal of leading destination with current tourist destination...........................7
3.2 Characteristics of destination affecting the appeal of tourism..............................................8
TASK 4............................................................................................................................................9
4.1 Analysing the issues affecting popularity of destination......................................................9
4.2 Potential for responsible tourism to enhance the host community.....................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Places that develops the place in order to make the earnings from the inherited culture,
values and physical features are referred as the tourist destination. It is the comprehensive
concept that inculcates into it different segments. Present report is prepared to elucidate the
varied components of tourism at any destination such as its cultural and physical features,
economic conditions and other related. It also throws light on the responsible tourism and issues
faced by tourist destination. The selected countries for the purpose are UK, India and Cuba.
TASK 1
1.1 & 1.2 Main tourists destinations and generators of the world and Statistics to determine
tourism destination trends
In the current time analysing the trend it is found that tourism has been growing with the
significant pace in the world having the predominant impact on different sections of the world
economy. On the empirical grounds it is found that it has the share of around the 6 percent in the
world GDP (Devesa, Laguna and Palacios, 2010). It is growing with the very fact pace in the
incredible manner in all the forms such as recreation and leisure, eduction, business, heritage,
medical and many others. In that regard it can be stated that there are some prominent tourist
destinations in the world which are having the strong influence over the sector and has
considerable amount of spill over effects on others. The major tourist destinations are being
discussed and compared on the basis of the number of tourist and the income generation along
with the analysis of trends occurring.
United Kingdom
Number of visitors: 36 Million in 2015
Income generations: US$ 8 trillion
The most popular destination serves the large stream of people from around the world
with the varied range of offerings and in the diverse areas (Bornhorst, Ritchie and Sheehan,
2010). It has the magnificent history to flaunt upon that attracts the people to explore the
evidences of the colonial history and their evidences in the form of castles, palaces, parks and
national and international museums and many others. Along with that the fierce development in
the region attracts the place in the predominant manner. Many financial centres such as London,
Birmingham and Liverpool having headquarters of many multinational companies and

international banks. This makes the occurrence of the international summits and business
conferences that caters to have the happening of inflow of foreign exchange and reserves at the
place.
France
Number of visitors: 90 Million in 2015
Income generations: 1,300 US$ Billion
France is the leading destination from the many years of past. It has the majestic
monuments to view upon. With the colossal buildings and architecture masterpiece, it has the
evidences of the art and culture of many foreigners who came at the place. There was the
consistent growth and development seen in the tourism until there was deadly attack happened at
Paris music concert (Goodall and Ashworth, 2013). It was found that the tourism got affected in
the significant manner with the sharp reduction and declined. In that regard government and
concerned tourist bodies has taken major steps and made the come back of the trend earlier seen.
Hence, the events such as Euro2016, an international soccer tournament was organisation which
has revived the flow of tourists visits at the places.
Italy
Number of visitors: 50 Million in 2015
Income generations: €192 Billion
The European destination Italy has adopted the system of the alternate tourism.
According to this system it can be stated that the nation offers the people round the world about
their inherited physical heritage along with the values and the culture it holds in the long history
of centuries. It is found that there are many people who are catering to have the place which
satiate the needs and wants of the customers and tourists visiting from around the world in the
significant manner (Hays, Page and Buhalis, 2013). Apart from that the culture and music and
cuisines has the profound appeal that captures the attention of the people with the significant and
considerable manner.
Greece
Number of visitors: 30 Million in 2015
Income generations: EUR 30 Billion
Funding the 16% of the GDP, tourism in Greece is the important sector that accounts the
significant amount of the revenue generation. It also enables the country to have the

improvement in the value of many economic determinants such as employment, per capita
Income, health indices along with this it also raises the standard of living at the region. It is
recognised as the prominent party town that caters the organisation to have the status of
prominent tourist destination (Baggio and Cooper, 2010). It is also found that the nation has the
incredible resources to showcase them. In that regard it can be stated that with the availability of
all the resources it can be established as the prominent position in the global market.
Turkey
Number of visitors: 42 Million in 2015
Income generations: TRY212.6 Billion
Turkey, with its capital Istanbul is among with the favourite destination around the world.
It has the treasure of the food and music that attracts the people to explore and enjoy the treasure
of its offerings. It has stated that there are many clauses in the working of the government that
make it unique from other destinations (Pike and et.al, 2010). The involvement of the
government in the promotion and showcasing of the place and its offerings and made it the status
of the treasure of profound offerings. Further, it can be concluded from the offerings by the
nation in the form of art has made the predominant position around the globe having its
prominent place.
Country Number of Visitors Income Generations
United Kingdom 36 Million in 2015 US$ 8 trillion
France 90 Million in 2015 1,300 US$ Billion
Italy 50 Million in 2015 €192 Billion
Greece 30 Million in 2015 EUR 30 Billion
Turkey 42 Million in 2015 TRY212.6 Billion
TASK 2
2.1 Cultural, social and physical features of tourist destination
Each destination around the world are having the distinct cultural, social and physical
features. In order to make the study more effective and precise in nature the comparison is made

in the two selected destinations that are UK and India (Yuksel, Yuksel and Bilim, 2010). The
comparison are made on the grounds of the cultural, social and physical features.
Cultural: In UK there is the majority of the Christianity religion that states that there are large
number of people belonging to religion Christianity (Visit Britain, 2016). It has been stated that
the occurrence of the people to similar culture has led to the declaration of the nation in this
regard only. Along with this it can be said that the country is having the large number of
immigrants from around the world belonging to the different culture and religion. Which makes
the nation as embracing all the people from around the world and welcoming them. Though there
are many instances found when there was the protest occurred between them leading towards the
demolishing of the stability and sustenance on the peaceful manner. On the other hand, India is
recognized for the possessing of diverse culture (Wang and Pizam, 2011). It means that there are
large number of people who are living here having the diverse culture and rituals with varied
perceptions. On account of culture appealing India has the tendency to attract the people from
around the world.
Social: Social factors refers to the feature in which there exists the laws and regulation in which
the people are living there and has the acceptance towards the other people. In UK people are
having the high disposable income with the greater tendency to have movements to the different
parts of the world. In that regard it is found that the people living in the regions are inclined
towards the having of significant amount of the inbound and outbound tourism. It caters to
welcome in the venerate manner. Further, from account of the levels of spending is concerned it
can be stated that it caters to have the large amount of expenditure that leads to the process on
increasing the foreign exchange of the country as well as the treasury. On the other hand, India is
having the contradicting features in all respects. Such as in the context of income distribution it
is found that the people living here are both extremes that are rich and poor to the highest level.
Further, it is found that India is the country with the significant amount of growth in all respect
that captures the attention of the people from around the world to have the pleasure and
privileged of exploring them (Ringer, 2013).
Physical features: Physical features refers to the occurrence of the geographical entities that led
it to have the development of all the aspects of the tourism. In that regard it can be stated that the
country UK is having the features such as coastal regions along with the plain areas in which
people are able to entertain themselves with the presence of spectacular views of the place,

beaches, monuments and others. On the other hand, India is having the diversity in the physical
features that has distinct attributes in all respects. It can be stated that the country is able to
satiate the desires and wants of all the people around the world seeking different things to
explore and have fun, In that regard it can be stated that place with all the characteristics' beauty
in the form of mountains, coastal regions, forests, lakes, islands there are large number of tourists
that visits the place.
2.2 Comparing features of developing and leading tourist destination
Covered in PPT
TASK 3
3.1 Comparing appeal of leading destination with current tourist destination
With respect to the tourist destination it is found that each place is having different
features and attributes that captures the attention of people from around the globe. In that regard
the comparison is made between the offerings and appeal of the leading destination UK and
currently developing tourist destination Cuba (Morrison, 2013). This comparison is done on the
basis of certain parameters such as offerings, popularity, number of visitors and type of visitors.
Offerings: There is the wide range of offerings in the nation Cuba with respect to the tourism.
The island country has the wide stream of offerings such as the spectacular views of beaches,
favourable climate, artistic architecture and remarkable history with the large amount of
influence over the region and the culture. On the other in UK, urban tourism is adopted where
there is the predominance of all forms of the offerings such as for leisure and recreation,
education, business, heritage and many others (Vanhove, 2011). In this way the different can be
seen with respect to the domain of offerings and the products and services provided.
Popularity: The highly advanced tourist destination UK is the most popular one on account of
the spread of tourism. The involvement of the government and other concerned organisation play
vital role it. It is found that different measures are being adopted by the authority to attract the
people from around the globe. Such as programmes and policies are being adopted. On the other
hand Cuba the emerging destination is less popular as the tourist destination. It requires adopting
the effectual measures so showcase the offerings of the place.

Number and type of visitors: In the context of the visitor number and their type it is found that
there is significant different prevails between the two destination. Such as at UK it is around 36
million people visit each year on the other hand Cuba has 3 million arrivals. Further, visitors are
confined to visit for the leisure and recreation purposes whereas at UK, all types of tourist visits
among them predominance is of business purpose, as it possess many world's financial centres
such as London and Birmingham.
3.2 Characteristics of destination affecting the appeal of tourism
Tourist destination having distinct characteristics has the significant influence over the
creation of appeal of tourism. The following are the characteristics of the tourist destination
Cuba.
Political Characteristics: There has been the significant amount of political instability in the
region that has the direct impact on the tourism of the nation in the larger extent. It is found that
the judiciary is not as impact-ful as it is required to be. Such as there are many instances
encountered where there was the violation of basic human rights. In that regard it deviates the
people to go away from the visiting at the place (Gartner and Ruzzier, 2011). In that regard in the
recent times steps are being taken that could resolve the issue in larger manner.
Cultural characteristics: From the influence of Spain and Africa, the Cuban culture is
remarkable in nature. It has very rich and extensive music culture. It has the origin of different
music styles such as Rumba, Son, Salsa and many others. In the context of the instruments as
well it is found that it has well developed pop, classical and rock music. Further, the Caribbean
influence in spice and flavour of the place is the appealing factor for the food lovers. Apart from
this it has the ancient and dominant literature history with many master pieces.
Physical characteristics: In any tourist destination the major point of attract is the physical
features possessed by any place (Crouch, 2010). It is found that the Cuba is the treasure trove of
the spectacular places to visit. It has the range of options to explore the diversity in flora and
fauna. On the other hand the architecture occurrence is another segment that has the influential
trait to attract the large stream of people towards the place and visits. The pleasant climate of the
place due to its location has the extra influence on the people who are visiting to have leisure and
recreation at the place in the considerable manner.
Economic characteristics: The state controlled planned economy is having the wide clusters of
resources in every areas. Predominantly having the treasure of natural resources that appeals the

tourist most is the USP of the place. It has found that dual currency system in which the plans are
made on the frequent basis to correct the fluctuated economic conditions. In this regard it attracts
the tourism with the expectation of profound presence of development. Though there are plans
made on frequent basis it is found that it is required to be developed economically in better way.
TASK 4
4.1 Analysing the issues affecting popularity of destination
Tourism is the wider concept that connects the large number of people from around the
different parts of the globe with the host community offerings sources of entertainment and
leisure. In this process, the community faces slew of issues that hinders its growth and
development in wider extent (Kim, Ritchie and McCormick, 2010). Such as issues are addressed
by the community and the concerned authority dealing with that in the optimum manner. The
following are the issues faced by the Cuba tourist authority and the community living there.
Natural disasters: Cuba is the island country that is surrounded by the water bodies from all the
sides. It is under the threat of being ridden by the floods and other natural calamities such as
tsunami and cyclones. These occurrences, prevent the potential tourist seeking to visit the place
to explore its offerings in the significant manner. From the past history it is found that 1993 Cuba
hurricane hit had impacted the tourism in the considerable manner and reduced the tourist visits.
It experiences frequent occurrence of hurricanes and storms that damages both the physical and
human resources.
Terrorism: In the present scenario terrorism is the major concern for all the countries in the
world. Continuous efforts are being made to reduce and mitigate its impacts. Though various
steps are being taken by the national and international organisation in the larger extent with
reference to the prevention of the nation from the occurrence of any sort of attack, it finds its
ways to hamper the tranquillity of the place (Baggio, Scott and Cooper, 2010). Cuba has been
counted among the place to provoke the indiscriminate violence and terrorism at the place for its
own benefits. The threat of terrorism at the place affects the number of visitors and its image as
the emerging tourist destination.
Global Warming and sustainability: Recent reports from the international organisation working
towards the climate change and its prevention has released the official report stating the rising
count of carbon di oxide in the atmosphere. This has threatened the major consequences in the

near future. Different steps are been taken in this regard. Cuba is the island country which is
directly been affected with this change. Marine life has been threatened to extinct in the
significant manner. Thus, the environmental aspect is the major concern that affects the country's
tourism. Such as if the adequate measures are being taken it attracts the large number of tourist
on the other hand if it is neglected it deviates the tourist visits away from the place.
Political tool: Tourist having their visits at any place caters to have the overview of the political
situation and stability to assure their safety and security. In that regard it is found that politics
and poverty has been the major concern of the place that prevents it from having the stability in
the culture in different aspects. Cuba in order to have the occurrence in the larger manner has the
impact on tourism as well (Gartner and Ruzzier, 2011).
4.2 Potential for responsible tourism to enhance the host community
With the increased dominance of the tourism in the world, the concept is largely focussed
upon. The domain of tourism is widening in the escalating pace such as it going beyond leisure
and recreation purpose tours. In the present era, tourism has its purposes related to the medical,
business, education, research and development, heritage and many others. In that regard the
involvement of related bodies is increased such as that of consumers, host community,
government and other organisations. In that integrated approach, tourism is made responsible
with the adoption of different methods leading towards sustainable and beneficial working.
Cuba, generating over 3 million arrivals each year is catering towards adopting the set of
activities that leads towards the improved working.
 The focus has been laid on the conservation and preservation of the natural resources
endowed by it. The flora and fauna at the place accounts the significant share on the
world's diversity and heritage (Jalilvand and Samiei, 2012). With the aim to prevent them
from extinction and damage it has adopted the measures that find ways to deal with it and
make it available for people for different purposes such as exploring, education, research
and development and many others.
 The involvement is made in the higher degree. Different steps are being adopted to seek
the opinions and the viewpoints of the host community and other groups such as
hoteliers, local people, tour operators, tourists and others to increase the efficiency and
productivity. It also enables the host community to identify the needs and wants of the
tourists in the larger extent and make the arrangements of the required essentials.

 Programmes and policies related to it enable the economic development of the place in
regard to increased employment and income generation. In that regard different steps are
being taken to recognise the talents of the local artisans and craftsman. Exposure is given
to them through conducting exhibitions and trade fairs. Cuba is more towards the
acknowledgement of the art and culture along with the utilization of natural resources. It
is found that with that approach initiatives are being taken to increase the employment
and income generation. This caters to improve the standard of living of the people. Along
with this focus is being laid on the working conditions in which the employees are
working (Eugenio-Martin and Campos-Soria, 2010). Proper safety and security measures
are being adopted so that to assure that the employees working in different sections are
ensured about the growth and development.
 Cuba with the endowment of wide diversity it is found that acknowledgement is made
about the inheritance of the culture and values. This is being promoted to the people
living at the host community and the people who are coming to explore it. In that regard
the issues faced at the place are being discussed on the larger extent and the optimum
level of solutions are being derived. This is done with the collaboration of the local
community, concerned authorities and the tourists at the place.
CONCLUSION
In the present era it is found that the nations are moving towards the making of the
country as the tourist destination in order to increase the earnings in all respect. There are
different inferences and conclusions made that enable to derive certain trends and outcomes. It is
found that study is made elucidating the different components of the tourist destination in
different aspects. For the purpose the nations such as UK, Cuba, and India are been taken into
account. From the study it can be articulated that there are many features that contributes in
making the place a tourist destination that are its political stability, physical features, cultural
aspects, economic conditions and many others. Further, it can be concluded that there are many
factors that contribute making the place appealing on the grounds of its offerings in the way of
products and services. It also discusses the issues faced by the destination that hinders the growth
and development such as natural disaster, terrorism, global warming and sustainability and others
(Devesa, Laguna and Palacios, 2010). Also, it has explained the execution of the responsible
tourism at the selected place Cuba.

REFERENCES
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Devesa, M., Laguna, M. and Palacios, A., 2010. The role of motivation in visitor satisfaction:
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Online
Visit Britain. 2016. [Online]. Avaialble
through:<https://www.visitbritain.com/in/en/visitbritain>. [Accessed on 2st July 2016].