Destination Marketing Report System04104 7/12/2019 Part-1 3 1. Introduction 3 2. Environmental Factors Influencing Dublin Tourism

Running Head: Destination Marketing
Destination
Marketing
Report
System04104
7/12/2019

Destination Marketing
1
Table of Contents
PART-1......................................................................................................................................3
1. Introduction.........................................................................................................................3
2. Environmental Factors Affecting Tourism in Dublin.........................................................3
2.1 SWOT Analysis of Dublin Tourism.................................................................................4
2.2 PESTEL Analysis of Dublin Tourism..............................................................................4
3. Competitor Analysis...........................................................................................................5
4. Market Factors Influencing Destination Marketing............................................................5
5. Destination analysis using 10As and TALC model............................................................6
5.1 10As model of Dublin, Ireland.........................................................................................6
5.2 TALC Model of Dublin, Ireland......................................................................................7
6. Promotional Activities in Dublin........................................................................................8
7. Brand Audit Using the five-stage Brand Pyramid..............................................................9
PART-2....................................................................................................................................11
1. Introduction and objective of the Research......................................................................11
1.1 Rational of the Research............................................................................................11
1.3 Approach to develop a new brand and its positioning...................................................11
1.4 Application of Five-stage brand pyramid in development of the new brand and its
positioning............................................................................................................................12
2. Segmentation of Market....................................................................................................13
3. Key target market and integrated marketing communication campaign..........................14
4. Action plan for Proposed Brand and Promotional Strategies...........................................14
5. Conclusion........................................................................................................................16
References................................................................................................................................17

Destination Marketing
2
PART-1
1. Introduction
Dublin is one of the beautiful cities and tourism destination place in the world located in
Ireland. Dublin lies between Howth in the north and the headland of Dalkey to the south.
Liffey is the famous river that divides the city in two parts. As Ireland has global reputation
for its tourism and tourist destination, a new tourism product development in Dublin helps the
country to boost the tourism sector (Pulido-Fernández, Andrades-Caldito, and Sánchez-
Rivero, 2015). The present work describes the impact of various environmental factors on
tourism industry in Dublin and describes the opportunities available in the Dublin city. The
report also focuses on the requirement of investment that is required to improve the quality
for services in the tourism sector. This report includes 10As and TALC model to analyse the
tourism in Dublin. It also includes the competitor analysis in the tourism industry in Dublin.
2. Environmental Factors Affecting Tourism in Dublin
The environmental resources are the common property resource, which are vulnerable to
damage because people unstoppably exploiting these environmental resources for the
personal benefits without any thought of future consequences of side effects. There is a direct
relationship between environmental factors and tourism industry (McAreavey and
McDonagh, 2011). Although the weather and environment of Dublin is the attraction place
for tourists, but continuously change in weather decrease the number of tourists in the city.
Nature has significant effect on the tourism and it can be clearly observed in the Dublin
tourism statistics. Tourism is a key source of employment and income of Irish people,
particularly in rural areas and it is only possible if the nature of the city remains attractive for
people in the same way as it did in past. Depletion of natural resources such as fresh water,
energy, food, trees, land etc. are the major reason that negatively affect the tourism industry
(Brondoni, 2016).

Destination Marketing
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2.1 SWOT Analysis of Dublin Tourism
The SWOT (Strength, weakness, opportunities and threats) analysis of Dublin shown in
below table:
STRENGTH
1. Beautiful city which is accessibly
compact and exciting
2. Cultural and historical attraction for
tourists
3. Low prices accommodation for
tourists near the tourist destinations
WEAKNESS
1. Rely on UK for its tourism
2. The pubs and bars of the city is
attraction place for youths but not for
old age people.
OPPORTUNITIES
1. The convention centre of the city can
boost the reputation of the city as the
top European MICE destination.
2. Ireland is continuously focusing on
spending its international airways
services, which will be beneficial for
the tourism.
THREATS
1. The issues related to public services
are crucial problems because of
austerity programme.
2. Strongly served by foreign workers
3. Losing its key selling points, which
shows the old tradition of Ireland.
2.2 PESTEL Analysis of Dublin Tourism
The STEEPLE analysis of Dublin Tourism shows various macro environmental factors that
affect the Dublin tourism.
Social: People in the city are more familiar with their guests or foreigners who visit in the
country for tourism. The culture of the country almost attracts everyone. Apart from this, the
crime rate and corruption in the city is very low that provide a secure and safe environment to
foreigners.
Technological: Technology is so crucial in the tourism industry and it is vital for tourism
industry. People can book their flight tickets or hotel bookings from anywhere in the city.
The pre accommodation facilities are available in every hotel.