Destination Marketing: Strategies, Analysis, and Objectives for Promoting Edinburgh

Running head: DESTINATION MARKETING
DESTINATION MARKETING
Name of the student
Name of the university
Author note

1DESTINATION MARKETING
Table of contents
Introduction......................................................................................................................................2
Situational analysis..........................................................................................................................2
Objectives........................................................................................................................................8
Target markets and positioning.......................................................................................................9
Strategies and action plans.............................................................................................................10
Evaluation......................................................................................................................................13
Conclusion.....................................................................................................................................14
Reference list and bibliography.....................................................................................................16

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Introduction
The term tourism marketing indicates both the online and offline marketing practices,
based on which different tours, tourist attraction and tourism activities can be effectively
promoted (Pike 2015). Analyzing the emerging tourism business, it can be said that it has
become the major contributor in the GDP rate in every country. As stated by Mariani, Di Felice
and Mura (2016), in this competitive situation, developing effective marketing strategies have
become necessary for making a sustainable position in the industry. The aim of this study to shed
light on Edinburgh, which is a hilly capital of Scotland. Based on the situational analysis,
development opportunities of this particular area have been discussed. In this study, an action
plan has been introduced for implementing the strategies. By highlighting the cultural and
historical uniqueness of this area, the study has introduced different marketing strategies. Based
on the marketing strategies, the evaluation process has been introduced so that the tourism
authority will be able to get the progress updates of the marketing report.
Brand objectives
 To establish strong image in global tourism industry
 To bring socio economic improvements to the local people
 To ensure the standard services to the visitors so that history and cultural values of this
place can be spread
Analyzing the brand objectives, it can be said that through introduction of Edinburgh in the
global tourism market, not only the job opportunities will increase but also it can bring the
improvement in socio cultural status of individuals. Increasing the socio economic status,
education as well as others opportunities can be brought.

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Situational analysis
In the words of Chon (2015), tourism creates enormous stress on the process of land use
and soil erosion. It is also true that for changing the status of natural resources, tourism has
significant impact. The environmental factors for every business plan are being highlighted
based on the political, economic, socio-cultural, technological, legal and environmental factors.
In order to develop the tourism business in Edinburgh, it is very important to understand the
situational impact of such factors in that particular area.
Political
In order to determine the development factors, political situation of the particular location
plays a significant role (Kladou and Mavragani 2015). The political dispute has been aroused
after the Brexit vote incident. However, it cannot be denied that the minor dispute has not
brought strong impact on the development initiatives in this country. In that case it can be said
that the political situation in this country is in favorable condition for developing tourism
industry.
Economic
Analyzing the statistical data of economic growth, it has been identified that in the year
2018, the GDP rate has increased 0.4% than the previous year (Figus et al. 2018). In almost
every sector, the financial growth has been increased. In this situation, it will become easier for
the organizations to expand business in this economic situation.
Socio cultural

4DESTINATION MARKETING
Socio cultural situation in a country can play an important role for driving the business
growth in a country (Viglia et al. 2017). Depending on the attitudes and beliefs of individuals,
role of the marketers may vary. Based on the educational level, power structure of the society
influence the consumption trends. In this situation, with increasing economic opportunities,
living standard of individuals has got improved, which has increased the adaptability rate of
changes. In this situation, introducing tourism business not only improve the earning
opportunities to the people but also it can help to get local support developing new business.
Technological
Globalization has brought both the technological improvement in the tourism industry
(Kladou and Mavragani 2015). Analyzing the technological growth in Scotland, it can be said
that it is one of the popular technologically developed countries in the globe. In this case, it can
be said that based on the current situation, it will be easier for the travel organizations to
introduce technology based operations.
Legal
In the words of Viglia et al. (2017), as per the Tourism Act 1969, the Tourist boards of
Scotland and British Tourist Authority have given the power to the local authorities regarding the
development related activities in different areas. Due to the strict Tourism Act, it will be tough
for the travel organizations to develop business in Edinburgh.
Environmental
The Environmental protection Act has brought strict regulation against waste
management process. Therefore, it can be said that in case of developing the tourism business
will be tough for the organizations in Edinburgh.

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Tourism area life cycle (TALC)
In the talc model, the region evaluation process is being designed for assisting the
destination manager so that problems in the destination area can be understood properly. In the
words of Kubickova and Li (2017), by supporting this, it can be said that this theory is being
considered as one of the popular destination management theories for bringing the concrete
development in the tourism sector. In the year 1980, Butler proposed the TALC model for
exploring the massive development procedure in the tourism sector.
Figure: Tourism area life cycle
(Source: Tang, Zhong and Ng 2017)
In the above diagram, the growth cycle of tourism destination has been described by
using the ‘S’ shape curve. Analyzing the curve, it can be said that here the growth curve has been
classified into four stages such as exploration, involvement, development, stagnation and or
decline. In case of destination management, the stagnation stage and decline stages are being
strictly avoided (Tang, Zhong and Ng 2017). However, in most of the cases, a destination
developer prefers the rejuvenation approach. Analyzing the situation in Edinburgh, it can be said
that the designation can be position in the development stage in the tourism are life cycle. In