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Destination Management - Assignment

   

Added on  2019-12-03

26 Pages9077 Words232 Views
Destination Management- Policy,Planning and Promotion 1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................4TASK 1- CRITICALLY EVALUATE THE LOTERATURE AND THEORY RELATED TOTHE DESTINATION MARKETING, IMAGE-CREATION AND BRANDING.........................41.1 The complex nature of destination management...................................................................41.2 The dynamics of destination management and the need to re-image regularly.....................61.3 The importance of tourism and the visitor economy for destination and the implication formarketing.....................................................................................................................................7TASK 2- CRITICALLY EVALUATE THE FACTOR THAT IMPACT ON DESTINATIONMANAGEMENT ............................................................................................................................82.2 Assess the challenges facing marketers when developing city marketing strategies............82.3 Evaluate what makes a good or poor model of destination marketing..................................9TASK 3- BE ABLE TO APPLY THE TOOLS NEEDED TO DEVELOP A DESTINATIONMARKETING STRATEGIES.......................................................................................................103.1 The main elements in a destination marketing strategy.......................................................103.2 A destination marketing campaign......................................................................................12TASK 4- CRITICALLY SYNTHESIS A RANGE OF MACRO ENVIRONMENTAL ISSUESTO DEVELOP A CONTEXTUAL APPROACH TO DESTINATION MANAGEMENT ANDMARKETING................................................................................................................................134.1 The impact of the globalization on destination marketing...................................................134.2 The impact of international tourism on destination marketing............................................144.3 The changing needs of visitors and consumers and the implication for destinationmarketing...................................................................................................................................15TASK 5- CRITICALLY COMPARE THE DIFFERENCES BETWEEN THEINTERNATIONAL AND DOMESTIC DESTINATION MANAGEMENT AND MARKETING........................................................................................................................................................162

5.1 Compare and contrast international and domestic destination marketing campaigns.........165.2 Different perceptions of international versus domestic visitors..........................................175.3 Assess the challenges of undertaking multilevel city marketing for tourism......................18TASK 6- APPLY AND EVALUATE APPROPRIATE DESTINATION MARKETING ANDMANAGEMENT STRATEGIES FOR DIFFERENT CONTEXT...............................................196.1 Marketing strategies for cities at different stages of economic or political development. . .196.2 Communication campaigns for cities with different kinds of attractions............................206.3 Create image and brands for cities which are in the process of being regenerated and arenew tourist destinations..............................................................................................................21CONCLUSION..............................................................................................................................22REFERENCES..............................................................................................................................233

INTRODUCTIONThe term “destination” is being refer to the region or the area that mainly deals in thetourism activities and economy of the country is importantly influenced by the tourism revenue.While, destination management is the process that provide the broad knowledge about the placesor the tourist region to their customers (Korstanje and George, 2012). Destination management isan essential portion of controlling the tourism's environmental consequence. Their are severaldestination management company that render the services based on the local and globalknowledge of the various destination. These services generally include transportation, restaurant,accommodation, themed events etc. There are several organization in the tourism and hospitalityindustry that only concentrate on the single country tourism while, other organization or thecompany's may focuses on the wide geographical destination in the different countries so thatthey should provide luxurious arrangement for their customers. TUI group is the known multinational company in the travel and tourism sector thatpossess their headquarters in the Hannover, Germany. The TUI company is the world's leadingtravel and tourism company that deals in the services like travel agencies, hotels, airlines etc. thecompany also chooses the leisure and the luxurious destination for their customers so that theywould attract their large customers. The competitors of the TUI group include Thomas Cook,Cox and Kings etc. all the companies provide the leisure and the luxurious services to theirmarket customer so that they should have their delightful leisure time and holiday. The use ofTUI group is that it provide various holiday packages for their different segment customers sothat they may satisfy their needs and requirements. However, presently TUI is focusing onenabling the tour package for their customers to visit Hawaii as tourist destination. Hawaiidestination is commonly known for their wide range of flora and fauna, natural places andbeaches that are often sited by the travelers. Therefore, TUI uses the Hawaii destination forattracting the customers and travelers as the place contain rich natural resource that mainlyattracts the customers most. Presently, the report is being prepared to understand the variousissues and factors that impact the destination management. 4

TASK 1- CRITICALLY EVALUATE THE LOTERATURE AND THEORYRELATED TO THE DESTINATION MARKETING, IMAGE-CREATION AND BRANDING1.1 The complex nature of destination managementDestination refers to the place or any physical space that is being visited by manyindividuals. It basically include the tourism products such as accommodation, supportingactivities, attractions etc. while, the destination management is the complex process as thedestination management company features to measure the all the destination according to theneeds and requirement of their customers (Mehmetoglu and Normann, 2013). The main featuresof the destination management include that; it is not being created by the single company thedestination management requires the vast system of the independent organizations thatcollaboratively produce the various services and facilities for the customers. Hence, it featuresthe complex nature of the destination management. The important characteristics of a destinationare: Charismatic forces (natural, man-made artificial, heritage): One of the importantcharacteristics and attributes of destination on whom TUI management will focus so thatthey may largely attract their customers. The charismatic forces mainly include naturalresources, culture, heritage as well as man-made artificial that are regarded as keyattraction for the customers and visitors. Convenience (integral transportation system comprising of routes): Another importantcharacteristics of destination management include focusing on the convenience facilities.As the customers or visitors prefer to visit the place or destination that compriseseffective transportation system so that visitors and travelers can easily go to thedestination. Tourist destination with effective transportation is preferred by visitors as itprovide them pleasant journey to the destination. Comforts or amenities (accommodation and catering facilities, retailing): Anothercharacteristics of destination management that is being focuses by TUI is regarding thecomfort services that mainly include evaluating hospitality organization, assessingaccommodation and catering facilities etc. 5

Supportive services (services utilized by traveler or the tourist like banks, post, hospitals,etc.): However, another significant characteristics of destination management that need tobe focused by TUI include assessing supportive activities that may be utilized bytravelers and tourist that include bank facilities, health care facilities etc. these activitiesand services are also consider by TUI while enabling destination management or creatingholiday packages for their customers and travelers. According to Tsiotsou and Vlachopoulou (2011) their must be effective destinationmarketing so that they should attract the market customers. Destination marketing plan mustfeature all the traveling activities that is pre-departure, arrival at the airport, actual destination,place to be visits etc. this destination marketing plan will provide the customers mini-experiencesfor their destination. While, according to Serre and Chevalier (2012) destination management is also aneffective process that result in investing the huge cost and time so that marketer or the companiesin the travel and hospitality sector revise the new destination for their customers. Thus, it lead toinvest huge amount in searching the destination according to the customers. The destination management has the complex nature because the required needs of thecustomers keep on changing with the time. According to Korstanje and George (2012) theprosperity of the destination believe on interconnected approach of the designing, developingand merchandising of a destination. The destination management approach consists of thefollowing approaches that is conducting market research, consultative planning, marketing of thedestination and the destination development. 1.2 The dynamics of destination management and the need to re-image regularlyIt is important for the company and the organization in managing the tourism destination.As, it will help the customers in providing the effective tourism related activities. Their arecertain advantages and disadvantages for the destination management that is; TUI will providetheir customers trusted regional expertise (Pechlaner, Volgger and Herntrei, 2012). While, theywill also provide the services like rendering the finest hotel and accommodations services to theircustomers so that they should ensure customer satisfaction.There are several dynamics of the destination management that is changing preferencesand attitude of the customers. The TUI group need to be focus on the various new destination6

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