Destination Marketing Strategies

The provided content consists of various academic articles and online sources related to tourism, including studies on creativity culture, destination image analysis, visitor narratives, sustainable tourism development, and the impact of natural disasters on the tourism industry. The sources also cover topics such as city tourism, heritage tourism, and service quality management in hospitality and leisure.

Tourist Destination

TABLE OF CONTENTS
INTRODUCTION.........................................................................................................................5
TASK 1...........................................................................................................................................5
a)..................................................................................................................................................5
i) The average expenditure in UK compared with Europe and Asia...........................................5
ii) Implications of the differences of Tourist Arrivals and Tourist Receipts in countries...........6
(b) Statistical analysis of tourism destination trends over the last ten years and prediction of
future trends of UK......................................................................................................................1
Task 2...............................................................................................................................................4
(a).................................................................................................................................................4
(i) Analysis of cultural, social and physical features of three tourist destinations......................4
(ii) Explanation about the most important elements that make up the appeal of each of the 3
destinations..................................................................................................................................7
(b) Comparison of the features of selected tourist destination with a developing tourist
destination....................................................................................................................................8
Task 3...............................................................................................................................................9
(a) Comparison of the appeal of current leading tourist destination UK with currently
developing destinations Nepal.....................................................................................................9
(b) Identification of characteristics of tourist destination and evaluation of effects of these
characteristics on appeal of the tourist destination......................................................................9
Task 4.............................................................................................................................................11
(a) Issues experienced by the host community that affect the popularity of the tourist
destinations with real examples.................................................................................................11
(b) Discussion of the potential for responsible tourism to enhance the host community in the
three issues and identification of measures...............................................................................12
conclusion......................................................................................................................................12
references.......................................................................................................................................13

TABLE OF FIGURES
Figure 1: Number of visitors of UK over last ten years..................................................................1
Figure 2: Spending of visitors over last ten years in UK.................................................................2
Figure 3: Prediction of trends of the number of visitors in future ten years in UK.........................3
Figure 4: Prediction of trends of the spending of visitors in future ten years in UK.......................3
LIST OF TABLES
Table 1: International tourist arrivals..............................................................................................4
Table 2: International tourist receipts, 2014....................................................................................5
Table 3: analysis of cultural, social and physical features of UK, France and Spain......................4
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INTRODUCTION
The main aim of the report is to provide details about tourism destinations in terms of
different factors such as culture, social and physical features and also their popularity etc.
Besides that, present study identified the tourist destinations current trends and characteristics of
destinations which appeal tourists to visit the country (Baggio, Mottironi and Corigliano, 2011).
Along with several advantages of tourism destinations, issues faced by tourism places are also
explored in the report. In order to better understand the scope of UK and worldwide tourist
destinations, different factors including income generated, visitor numbers and tourism statistics
have been considered.
TASK 1
a)
i) The average expenditure in UK compared with Europe and Asia
Within the European Union, the UK’s standard of living is high and it is significantly
ahead of France, Italy and Spain. On the basis of comparison of visitor numbers (tourist arrivals)
and income generators (tourist receipts) an analysis of UK with destinations of Asia and Europe
can be done.
Table 1: International tourist arrivals
Rank Country International
tourist arrivals
(2014)
International
tourist arrivals
(2013)
Change (2013
to 2014 (%)
1 France 83.7 million 83.6 million .1
2 United States 74.8 million 70.0 million 6.8
3 Spain 65.0 million 60.7 million 7.1
4 China 55.6 million 55.7 million -.1
5 Italy 48.6 million 47.7 million 1.8
6 Turkey 39.8 million 37.8 million 5.3
7 Germany 33.0 million 31.5 million 4.6
8 United
Kingdom
32.6 million 31.1 million 5.0
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9 Russia 29.8 million 28.4 million 5.3
10 Mexico 29.1 million 24.2 million 20.5
From the given figure of International tourist arrivals, it is clear that as compared to 2013,
number of tourist arrivals in 2014 was increased by 32.6 million. It indicates that popularity of
UK as a tourist destination is continuously enhancing day by day. Excellent global connectivity,
living standards, health and education services are the major attraction of UK which magnetizes
visitors to visit the country and spend their leisure time. From the critical comparison between
UK and other tourism destinations including China and Mexico, it can be said that tourist arrivals
in UK was high (32.6 million) as compared to Mexico (29.1 million) but it was low in the year
2014 as compared to China 55.6 million (Janson, 2015). In addition, British Museum, Flamingo
Land in Yorkshire, cultural, technological, and archaeological achievements are the major tourist
destination of UK. As per the statement provided by Hutchinson (2015), over 6.7 million visitors
in the year 2013 visited British Museum and National Gallery which was the second most
popular visiting place of UK.
ii) Implications of the differences of Tourist Arrivals and Tourist Receipts in countries
Table 2: International tourist receipts, 2014
Rank Country International
tourism
receipts
US$(2014)
International
tourism
receipts
US$(2013)
Change (2013
to 2014 (%)
1 United States 177.2 billion 172.9 billion 2.5
2 Spain 65.2 billion 62.6 billion 4.2
3 China 56.9 billion 51.7 billion 10.2
4 France 55.4 billion 56.7 billion -2.3
5 Macao 50.8 billion 51.8 billion -1.9
6 Italy 45.5 billion 43.9 billion 3.7
7 United
Kingdom
45.3 billion 41.0 billion 10.3
8 Germany 43.3 billion 41.3 billion 5
9 Thailand 38.4 billion 41.8 billion -8.0
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10 Hongkong 38.4 billion 38.9 billion -1.4
From the above statistics, it is clear that international tourism receipts of UK increased
from 41.0 billion to 45.3 billion in 2014. On the other side, tremendous growth had been
achieved by Turkey (39.8 million), France (55.4 billion) and Mexico (29.1 million). While,
number of international tourism receipts declined in Thailand (38.4 billion) and Hongkong (38.4
billion) as compared to previous year 2013. From the critical comparison of differences of tourist
arrivals and receipts of UK with other tourist destinations, it can be said that number of tourist
visited (45.3 billion) in the year 2014 was high as compared to Thailand and Hongkong. It
indicates that UK was able to magnetize large number of international visitors to visit there
(Janson, 2015).
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(b) Statistical analysis of tourism destination trends over the last ten years and prediction of
future trends of UK
Tourism destination trends of UK over last ten years:
Year Number of
Visits (m) Spend £(bn)
Average
spend per
visit
Average
nights per
visit
International
balance of
payments £ (bn)
2003 24.715 £11.855 £480 8.2 -£16.697
2004 27.755 £13.047 £470 8.2 -£17.238
2005 29.97 £14.248 £475 8.3 -£17.906
2006 32.713 £16.002 £489 8.4 -£18.409
2007 32.778 £15.960 £487 7.7 -£19.053
2008 31.888 £16.323 £512 7.7 -£20.515
2009 29.889 £16.592 £555 7.7 -£15.102
2010 29.803 £16.899 £567 7.6 -£14.921
2011 30.798 £17.998 £584 7.6 -£13.703
2012 31.084 £18.640 £600 7.4 -£13.810
2013 32.692 £21.258 £650 7.5 -£13.252
2014 34.377 £21.849 £636 7.7 -£13.688
Graph presentation of tourism trends for past 10 years
Figure 1: Number of visitors of UK over last ten years
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Figure 2: Spending of visitors over last ten years in UK
Analyses of statistical data of tourism destination trends of last ten years of UK has
reflected that number of visitors have increased in UK from last ten years. But in the year 2009
and 2010 visitors were negatively affected by the different cultural and social issues which
reduced the number of visitors in these years. Reduction in number of visitors affects different
other trends of tourist destination such as spending of visitors and international balance of
payment. But, in 2011, government of UK has spent specific amount of money to attract more
visitors so, it has augmented the number of tourist by 29.803 to 30.798 million. Average
spending per visitors has increased from 480 pound to 636 pound from last ten years. This
spending plays very important role in development of nation. Therefore, UK has enjoyed
wonderful trends over last ten years (Greaves and Skinner, 2010).
Prediction of future trends as per the data of past ten years:
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Figure 3: Prediction of trends of the number of visitors in future ten years in UK
Figure 4: Prediction of trends of the spending of visitors in future ten years in UK
Using the trend line option, future trends can be easily predicted and above graphs has
reflected that trend line for number of visitors and their spending in UK. It has reflected that
number of visitors will increase in every year with high rate. It also reflected that attraction of
tourist will also augment towards different tourist destination of UK (Guthrie and Anderson,
2010). Along with this, prediction of spending of visitors has reflected increment in total
spending of tourisms in UK for ten years. All these predictions have reflected that UK will be
considered as popular attractions for visitors in the entire world.
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TASK 2
(a)
(i) Analysis of cultural, social and physical features of three tourist destinations
Table 3: Analysis of cultural, social and physical features of UK, France and India
Tourist
Destination
United Kingdom France
Cultural  Major attractions of
UK are museums .
(Durmaz, Platt and
Yigitcanlar, 2010).
 British and The
Natural History
Museum promotes
cultural heritage
tourism in UK.
 Other monuments Big
Ben, Stonehenge,
Buckingham Palace,
Windsor Castle.
 Castles of England
depict rich ancient
architectural styles.
 Popular castle of UK
is The Tower of
London.
 Eiffel tower
is the most
cultural place
of France
which attract
visitors to this
country.
 Eiffel Tower
is the most
popular
tourist
destination of
the world.
 It the tallest
monument of
France.
 It is also one
of the highly
paid
monument in
the world
which is
visited by
large numbers
of
 India is
popular for its
rich and
diverse
culture.
 The ancient
monuments,
palaces,
temples and
archaeological
sites are
popular
among global
travelers.
 Taj Mahal,
Ajanta and
Ellora Caves,
Khajuraho
temple,
Kumbalgarh
Palace, etc.
attract lot of
national and
global
travelers.
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international
tourists.
 Rich
craftsmanship
and artistry of
Indian artists,
craftsman
appeal to
many foreign
travelers.
Social  There are various
socioeconomic
features that make
UK a tourist
destination.
 Easy connectivity to
tourist destinations
through rail, road and
air helps in promoting
tourism in UK.
 Better
accommodation and
dining facilities in UK
 Other ancillary
services of UK such
as banking, hospitals,
internet access etc.
help tourists in
enjoying their stay in
UK.
 Simple,
delicious and
vital cooking
is very
famous in
France.
 Different
social groups
of France
follow
handshaking,
more
familiarly,
kissing both
cheeks for
usual
greetings with
visitors and
local people.
So, social
conventions is
considered as
major strong
 India follow a
very dynamic
social life.
 Vast cultural
and social
variation
make the
country a
favorable
tourist
destination.
 Hospitality
sector of this
country also
attract most
of the
visitors
(Jung, Ineson
and Miller,
2014).
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feature of
France which
help in
maintaining
effective
relationship
with tourist
(France
Social Profile,
2015).
Physical  Landscape of UK is
one of the important
physical features of
UK.
 Includes island of
Great Britain
(England, Scotland
and Wales) is just
under 1000km.
 Helps in attracting
foreign visitors
 Mountain of Ben
Nevis in Scotland has
1,344 meters high
peak which is very
impressive for all
visitors.
 Rivers, national parks,
forest and islands are
the major physical
features of UK.
 Most popular
physical
features of
France are
landforms.
 Rhine River
which is
separating
France and
Germany is
also included
in physical
characteristics
of France.
 Pyrenees
mountains,
Island of
Corsica, and
Breaches at
Normandy are
also
 Indian
physical
beauty is
famous
throughout the
world.
 Lakes, rivers
and mountains
are very
important
from the
point of
tourism.
 Backwaters of
Kerala
region, tea
gardens and
hill stations
are famous
among
tourists.
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 Lake District in North
West England is
famous among
tourists who are fond
of natural beauty.
geographical
feature of this
country which
influence
visitors to
visit this place
(Kozak and
Bagloglu,
2011).
 Eiffel Tower
is the most
popular
physical
element that
appeal to
large number
of foreign
travelers.
(Leask and
Rihova,
2010).
(ii) Explanation about the most important elements that make up the appeal of each of the 3
destinations
Appealing elements of UK France and Spain: Culture of UK: Culture of the UK is one of the important element which appeal visitors
towards the different tourist destination of nation. It is observed that museums and
galleries contribute to the major earning from cultural heritage tourism activities. These
museums and galleries are visited by large number of domestic and global tourists
including research scholars, students, etc. with an to conduct research in their respective
domain. Other than these, cultural elements of UK includes theater, afternoon tea,
shopping, outdoors and sports. There are the major endless cultural activities of UK for
visitors to enjoy. Victoria and Albert Museum, National Gallery, Tate Modern, Natural
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History and British Museum are most famous museums which appeal visitors to visits
different cultural destination of UK. Oxford Street such as H&M, Dorothy Perkins or Top
Shop and Westfield City of London are also included in the major shopping centers also
make up the appeal of different tourist destination of UK (English Culture, 2015). Physical element of France: Different physical features of France help in making up
appeal of different tourist destination of France in visitor’s mind. Eiffel Tower is the most
poplar tourist destination in the world. It has become the identity of the France
throughout the globe. It is one of the highest paid monument of the country. In addition to
this it is the tallest among all the structures in Paris. Thus it can be said that it the most
appealing physical element of France. Apart from this, other elements include Rhine
River, Pyrenees Mountains, Island of Corsica and Beaches at Normandy. These physical
features of France make up the appeal of France in various business visitors. Including
this, Alps Mountains, Mediterranean Sea, Pyrenees Mountains and Atlantic Coats are
also play important role in increasing the appeal of tourism destination of France
(Geographic Landmarks of France, 2015).
 Cultural features of Spain: There are different social features which make appeal of
different tourist destination of Spain. These include different social groups such as
regional, religious and national. These groups helps in meetings the needs and
requirements of every visitors of nation which helps in developing strong association
with them. Along with this, different societies of Spain focuses on sustainability
development of nation. Including this, local and national government policies of Spain
are also very favorable for visitors. So, all these social features helps in developing a
good image in visitors mind. Therefore, this is the important element which make appeal
of Spain in tourist mind (Spain - Language, Culture, Customs and Etiquette, 2015).
(b) Comparison of the features of selected tourist destination with a developing tourist
destination
United Kingdom Nepal
UK is one of the most attractive tourist
destination of Europe for rest of the
world. Major attraction of this
 Nepal is one of the developing tourist
destination from emerging tourism
country. Its cultural tourism help in
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destination include tower of London,
Windsor Castle, Place of Westminster,
Big ben, British Museum, Natural
History museum, Stonehenge and
London Eye (Mok, Sparks and
Kadampully, 2013).
attracting large number of visitors.
Major attraction of this destination are
Kathmandu Durbar Square,
Boudhanath, Pashupatinath Temple,
Hanuman Dhoka, Thamel, Phewa
Lake, Swayambhunath and Kala
Patthar.
 It covers 243640 square km
geographical area with 63.23 million
population. Along with this, Atlantic
Ocean, North Sea, Irish Sea and
English Channel covered the entire
UK.
 Nepal covers 147181 square km
geographical area of Asia with 27.8
million population. Major Land of
Nepal is locked by India on three sides
and China (Geography, 2015).
 It lies in 6th number in International
tourism destinations in all over the
world.
 Nepal has 112th position in
international tourism which shows that
government of country needs to spend
huge amount of money in improving
tourist destinations.
 Total number of international visitors
of UK in 2014 are 32.6 million.
 Total number of international visitors
of Nepal in 2014 are 585981.
TASK 3
(a) Comparison of the appeal of current leading tourist destination UK with currently developing
destinations Nepal Popularity: As per the Ranks UK is more popular as compare to Nepal because its
international tourism ranking is 6 and for Nepal it is 112the position. Change in visitor numbers: Visitors numbers in UK has also increased year by year but
in Nepal due to the earthquake in April 2015 number of visitors have decreased. Along
with this, it has also shows the low income in tourism industry in future years.
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 Types of visitor: UK is a developed country so it is popular in business and professional
educational, medical, international and national visitors. But on the other hand, physical
and cultural features of Nepal is more popular so, major types of visitors on this country
are adventures, cultural and educational visitors (Martin and Woodside, 2011). Change: Climate of Nepal changes very frequency as compare to UK so, it also affect the
tourism industry of Nepal. It has been observed that people who are prone to health issues
tend to reject tourist destinations that have frequent climatic changes. In addition to this,
frequent changes in climate also affect the number of those travelers who prefer to visit
the place to enjoy a particular season.
 Product life-cycle: Product lifecycle of UK is short as compare to Nepal because it is a
developed nation so, it also attract visitors highly as compare to developing countries.
(b) Identification of characteristics of tourist destination and evaluation of effects of these
characteristics on appeal of the tourist destination Economic characteristics of UK: UK is the 6th Largest Economy in the world as per the
GDP (Current prices). It is a strong economic member of EU (European Union) and
OECD (Organization for Economic Cooperation and Development). It has positive
impact on appeal of tourism destination because strong economic positive play important
role in increasing the spending of nations on tourism activities which help in attracting
visitors towards different tour destination of UK. But, on the other hand, UK has faced
the economic crisis in 2008 which affect whole tourism industry and economic position
of the country. As UK is a part of EU so, government of nation ensures about the free
movement of people, goods, services and capital within the members states. So, it also
increases the number of visitors in UK. Labour force of UK is one of the major
characteristics of UK economy. It has 20th largest labour force in world with 31.9 million
workers. But on the other hand, unemployment is very high in UK which is 8.02%. It also
affect the economic position of UK as well as it has negative impact on number of
business and professional visitors (UK Economic Structure, 2013). Therefore, economic
growth and development of UK play important role in tourist destination of whole nation.
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 Physical characteristics of UK: Physical infrastructure of UK has developed by using
latest technologies which improves improve attractiveness of buildings and structure. It
helps in attracting international visitors. Major physical features of UK include highest
mountain Ben Nevis, Longest River Sevem, Wales, Largest lake Lough Neagh, etc. All
these are the geographical features of UK which attract international tourist. Including
this, deepest lake Loch Morar, highest waterfall Eas a’Chual Aluinn are also considered
as major tourist destinations of UK. In addition, deepest cave is also one of the important
feature of UK which attract visitors. Therefore, all these physical attractions and tourist
destinations help in increasing international visitors in UK (Kavin, 2010). Including this,
UK has very strong transportation network and communication facilities which help
visitors in travelling all tourist destination in little times. But, there are some tourist
destinations which are in rural geographical areas. In these areas, visitors face different
problems related to transportation and communication which have negative impacts on
tourism. Along with this, UK is a developed economy so it provides all the necessary
utilities to all international and national tourist which can satisfy their needs and
requirements in effective manner. Overall, physical characteristics of UK has positive as
well as negative impacts on international and national visitors (Pearce and Schott, 2010). Social characteristics of UK: It is included in the 6th largest and developed economy of
the world so, level of poverty is very low. Most of the populations are enjoying their
lifestyles above the poverty lines. It increases the living standards of local people. It has
positive impacts on values beliefs and life styles of international visitors. Along with this,
quality of life is also very high of local communities which also have positive impacts on
living standard of tourists. Government of UK has developed different favorable rules
and regulations for improving literacy rate of nation. Literacy rate of UK is 90% which
plays improvement role in growth and development if social and economic life of UK
(Morgan, 2007). Therefore, all these social factors have positive impacts on tourist
destinations and number of visitors in UK.
 Political characteristics of UK: government of UK has developed favorable policies for
tourism industry which help in attracting large number of international visitors. Along
with this, members of EU can visit in this nations very easily and freely because UK is
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also one of the strongest member of EU. Government tourism policy 2011 help in
improving the economic and cultural position of UK. It helps in attracting more visitors.
In addition, some time, government of nation uses tourism as a political tool which have
negative impact on tourist and total number of visitors in UK (Heeley, 2011).
TASK 4
(a) Issues experienced by the host community that affect the popularity of the tourist destinations
with real examples
There are different issues of various countries which affect the tourism industry of host
community. Along with this, different issues also affect the popularity of the tourism
destinations. Major issues of different tourism destinations and their impact on host community
has negative impact which are described as under: Natural disaster: Earthquake in Nepal in April 2015 is one of the major issue which
affect the tourism of the whole country. It has negative impact on economic and
geographical development of Nepal which affect the tourism of the whole country. Along
with this, weather condition of Nepal was also very change which reduced the number of
visitors in Nepal. This is the major issue which reduces the sustainability development of
the whole country which reduces the attraction of business visitors also. In earthquake
most of the major physical attractions of Nepal have damaged which reduces the value of
them as well as government of the nation needs to spend lots of time and money to
improve their physical appearances (Impact of Natural Disasters on The Tourism
Industry, 2014). Therefore, natural disaster have very negative impact on tourist
destinations of Nepal. Terrorism: Tunisian beach terror attack in July 2015 has lots of negative impact on
tourism on this tourist destination. It increases deflation, crime and other economic social
and economic ills which reduces the attraction on international visitors towards this
place. Along with this, this attack has increased the terror in mind of all visitors which
also reduced the appeal of this tourist destination in all over the world (Heeley, 2015). It
leads drop the demand of tourists which have negative impact on economic position of
whole country.
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 World Disease: Outbreak of swine flu in India in February 2015 was one of the major
issue which affect the tourism industry in negative manner. It has reduced the number of
visitors due to the reason of life of danger. It has created the negative image in visitor’s
mind which reduced the total earning of tourism industry of India. Due to this issue India
has lots t\its biological diversity which also affected the number of visitors in India
(Pastor, 2014).
(b) Discussion of the potential for responsible tourism to enhance the host community in the
three issues and identification of measures
Responsible tourism is an approach of tourism management which helps in improving
economic, social and environmental benefits of different tourism destinations. Along with this, is
also helps in reducing the extra cost of tourism destinations. Therefore, potential of responsible
tourism will helps in resolving the all three above discussed issues in effective manner. Along
with this, it helps in improving the lifestyle of the local people of tourism destination. Along with
this, it will play important role in enhancing the looks of different physical features of destination
which will help in appealing the demand of tourism destination. Responsible tourism also help in
reducing terrorism at that destination as well as also help in improving the quality of health and
social care services which reduces the probability of world diseases. Overall, potential for
responsible tourism to enhance the host community in the three issues. Major measures of
responsible tourism include, number of visitors, spending of visitors, etc (Pechlaner and et.al,
2012).
CONCLUSION
The current research report has concluded that different tourist destinations have their
own physical, social and cultural features which help in attracting customers. Along with this,
different tourist destination faces the various issues related to the natural disaster, terrorism and
world diseases. So, every nations needs to focus on responsible tourism which help in resolving
these issues and enhancing the tourism appeal of host community.
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