Tourism Destination Marketing Strategies

This assignment delves into the multifaceted world of tourism destination marketing. Students will examine various strategies employed to promote destinations, analyze their effectiveness, and critically evaluate their social and environmental impacts. The discussion encompasses branding, destination leadership, and the growing importance of responsible tourism practices in shaping successful tourism destinations.

TOURIST DESTINATION
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Table of Contents
Introduction......................................................................................................................................3
Task 1 Understand the legal and regulatory framework in the travel and tourism sector ...............3
1.1 Analyse main tourist destinations and generators of the world in terms of visitor numbers
and income generation................................................................................................................3
1.2 Analyse statistics to determine tourism destination trends and predict future trend.............6
Task 2...............................................................................................................................................8
2.1 Analyse the cultural, social and physical features of tourist destinations explaining their
appeal to tourists.........................................................................................................................8
2.2 Compare features of developing and leading tourist destinations......................................10
Task 3 Understand how the characteristics of destinations affect their appeal to tourists ............11
3.1 Compare the appeal of current leading tourist destinations with that of currently
developing tourist destinations..................................................................................................11
3.2 Evaluate how characteristics of a tourist destination affect its appeal................................12
Task 4.............................................................................................................................................13
4.1 Analyse issues that affect the popularity of tourist destinations.........................................13
4.2 Discuss the potential for responsible tourism to enhance the host community at worldwide
tourist destinations-...................................................................................................................14
Conclusion ....................................................................................................................................15
References .....................................................................................................................................16
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INTRODUCTION
Tourism industry is regarded as one of the fastest growing industries since it contributes
huge amount of efforts in economic development of the nation. Thus, because of the growing
factors, the industry is getting influenced and as a result, it is changing demand for major tourist
destinations (Laws, 2011). The present research study has been emphasizing on tourism data as
how many people visited the country in past years. Along with this, researcher has also discussed
the level of income generated from people visited the country. Everything about tourist trends
have been stated in the present research study.
Moreover, researcher has also defined a few aspects that affects leading tourist
destinations of stated countries. There are several factors that affect the demand for tourism and
that leads TUI Group to make changes in the marketing activities. The present research report
has been emphasizing on TUI Group as this is among the largest entities in travel sector. It
consists of 1800 travel agencies and leading online portals that manages different services for the
passengers according to their need. Along with this, several issues and challenges are also
discussed that may appear in impeding the popularity of tourist destinations.
TASK 1 UNDERSTAND THE LEGAL AND REGULATORY FRAMEWORK IN THE
TRAVEL AND TOURISM SECTOR
1.1 Analyse main tourist destinations and generators of the world in terms of visitor numbers and
income generation
Apparently, people prefer to travel a lot; therefore demand for tourism services keeps on
changing. Europe is the most populous where people prefer to visit a lot and in the below
mentioned section, it is defined that visitors are continuously visiting the cities of Europe. This
shows that they prefer to visit Europe on repeated basis (Morrison, 2013). Regarding this, below
mentioned table is showing how the trend has been changed and up to which extent, income of
these countries have increased. Tourism in London, Spain and Manchester have been increasing
because of the popularity of the destinations. However, London is one such destination that
appeals the attention of visitors on higher extent.
England
There are various famous destinations in England; therefore demand for England tourism
has been increasing. Apart from this, this is also enhancing tourism income and as a result people
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are increasing the days of spending.
Tourist Places in England Number of Visitors
Years 2014 2013 2012
British Museum 6,695,213 6,701,036 5,575,946
The National Gallery 6,416,724 6,031,574 5,163,902
Southbank Centre 6,255,799 - -
Tate Modern 5,785,427 4,884,939 5,318,688
Natural History Museum 5,388,295 5,356,884 5,021,762
Science Museum 3,356,072 3,316,000 2,989,000
V&A South Kensington 3,180,450 3,290,500 3,231,700
Tower of London 3,075,950 2,894,698 2,444,296
Somerset House 2,463,201 2,398,066 -
The Library of Birmingham 2,414,860 1,152,556 -
From the above table, it is clear that every year, lot of people come and visit England
which not only increases tourism frequency; but also changes economic development aspects.
British Museum, The National Gallery and Southbank Center are the famous places that depicts
historical aspects of the country (Schwaighofer, 2013). Due to dedicated human history, British
Museum is always popular place for visit.
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Spain
In Spain there are various tourism destinations which are popular in the world. A few are
mentioned in the below section.
Tourist Destination Number of visitors
Alhambra 2400000
A Merida Roman Theatre 2100000
Belchite 1900000
Baelo Claudia 1530000
El Escariol 1450000
Monasterio de Piedra 1400000
Tourist
Destination
Manchester Birmingham London Spain Sweden
Number of
Tourist
Arrived
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(‘000)
2012 8957 12,058 9975 8975 3698
2011 6698 10,900 9910 7894 8523
2010 3568 8594 6987 4985 7410
Generation
of Revenue
(Billion $)
2012 7.5 51.78 111 9874 11898
2011 2.8 87.56 96 6897 4978
2010 5.8 29.32 36 3597 8895
Tourist
Expenditure
(Million $)
2012 2.98 65.56 25 9866 3597
2011 3.2 27.39 36 8569 6520
2010 1.28 65.89 32 3698 2222
Tourist
Generators
(‘000)
2012 1285 8957 987 9872 3359
2011 958 9002 895 8820 2297
2010 1258 8579 1125 7729 7897
Hence, from the data stated, it is clear that every year, people are coming to UK and this
ratio has been increased after the major events held in Europe (Viken, 2014). Thus, number of
visitors are increasing; average spending on nights is also augmenting at the same time and up to
some extent, people are staying for more than a week in UK. Purpose for visiting the country is
different; therefore it cannot be specified that people only prefer to visit for tourism. Similarly,
from the data, it has been found out that most of the people travel to destinations of Europe
because of tourism; some travel because of sports events and occasions and remaining travel due
to educational purpose. It can be stated that demand for tourism has been changing because there
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are various places to visit in UK. This is the reason, frequency of visitors have been augmenting
on consistent basis every year ( Kozak and Baloglu, 2010).
1.2 Analyse statistics to determine tourism destination trends and predict future trend
According to the above statistics, it can be said that the trend of tourism will be
increasing in the upcoming years because people highly prefer to visit different countries. This is
highly contributing in economic development of the nation; thus it can be said that tourism
activities needs to be more strengthened (Wang and Pizam, 2011). The ratio of population has
been increasing; hence this is particularly enticing the visitors on higher extent. International
tourism is also growing rapidly; therefore this generates more opportunities for tourism
expansion. Thus, it can be said that it is the growth in international tourism that is increasing the
financial as well as economic stability as it holds significant position. People often prefer to visit
European nations because of the beauty and other artefacts; hence it is also crucial in terms of
upholding economic value (Rajaratnam and et.al., 2015). It can be predicted that demand for
tourism will change; hence TUI Group needs to update the number of services so that customers
can be satisfied on higher extent. This is also essential in terms of retaining the clients towards
the organizational services.
Comparatively, London, Spain and Manchester could assist UK travel industry to grow
and prosper more because of the attractive elements present in the tourism area (Pechlaner,
Kozak and Volgger, 2014). Needs and preferences of customers have been changing; therefore it
is vital for the service entity to make several provisions in company's services. According to the
prediction, it can be said that demand for tourism in UK may increase; therefore this can assist in
acquiring more benefits and profits from the subsequent industry. TUI Group needs to introduce
various new packages so as to persuade the passengers on higher extent. Furthermore, TUI
Group should also emphasize on involving new service provision so that client base and
customer satisfaction degree can be increased (Zmys`lony, 2014).
TUI Group should also focus on proper allocation of resources so that economic capacity
of the business can be maintained. Along with this, cultural trends is increasing; therefore it is
essential for the same entity to focus more on providing cultural and social heritage tourism.
Customers prefer to get information about such aspects; therefore new provisions should be
included in the service aspect (Gudlaugsson and Magnússon, 2012). Along with this, market
share of the travel agency can also be improved and augmented due to involvement of new
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services. Hence, on the basis of above discussion it can be articulated that London, Spain and
Manchester are the major destinations that can encourage income level of UK.
TASK 2
2.1 Analyse the cultural, social and physical features of tourist destinations explaining their
appeal to tourists
The analysis of cultural, social, and physical features of UK and Spain of tourist
destination are as follows-
Features UK Spain
Cultural features The united kingdom of Britain and
northern Ireland is the formal
name of the sovereign state
governed by parliament in
London. Reginald and cultural
relation ship are expressed marked
linguistic differences (Wong,
McKercher, and Li, 2016). UK is
a popular tourist destination. It has
many sporting venues, art
galleries, museums , theme parks,
landmarks, monuments, beaches,
and many shopping hubs etc.
These all are represented the
culture resources of UK. It is also
Spain is a major contributor to the
national economic life, its ranks first
among 141 country in the travel and
tourism competitiveness index
published by the world economic
forum. Spain is an important place for
Catholicism. Some of the holiest places
for the catholic church are in the Spain.
in the Spain there are renowned
overview festival all over the country.
In the Spain, Madrid is considered one
of the top European destinations. The
museum is mainly dedicated to Spanish
area (Kim, Schroeder, and
Pennington-Gray, 2016). Spain has a
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known as the land of museums
with different cultures, cuisines ,
religion and politics. It has many
historical cities and towns that
created the appeal among the
tourists. so it is rich in the cultural
resources, it attracts the large
number of tourist as compared to
native places that does not have
any cultural heritage. The famous
museums of united kingdom are
the biggest appeal of the
destination and attract large
number of tourist.
total of 15 national parks of which 10
are on the mainland. These all places
are represented the Spain cultural
feature among the tourist.
Social features These include the regional,
national and local communities of
a destination. Social features plays
very significant role for satisfying
the different needs of tourist and
to meet their expectation. This
feature is responsible for giving
the overall experience to the
tourists (Jarvis, Stoeckl, and Liu,
2016).
The apex of Spain social pyramid is
covered by the royal families, they
followed by the titled nobility and
aristocratic families. In the modern and
democratic Spain the circles around the
royal family titled nobility and old
aristocrats are ever widened by
individual who are endowed with social
standing by virtue of achievement in
business , public life and cultural
activities. The social difference are
show in the degree to which people
displayed their material worth through
their home, furnishing, dress, jewellery
and other possessions , fashionable
forms of leisures. Their behaviour
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reflects education , sophistication
among the tourist.
Physical features Physical feature includes the
famous lakes, beaches, coastlines,
flora , mountains, dunes etc.
These are important for creating
the appeal among the tourist. It's
generally look for the beautiful
natural locations, hence the places
that are rich in natural resources
have great appeal in the tourist
mind. They are attracting towards
the physical beauties in the
country (Rodríguez-Molina,
Frías-Jamilena, and Castañeda-
García, 2015).
The physical feature of Spain includes
beaches, mountains, and flatlands. The
country is large and the features in each
area determines its climate,which is
vastly different at any given time. Spain
is also made of up two islands, the
Balearic islands and the canary island
which feature coastal shores and
beaches (McCombes, Vanclay, and
Evers, 2015). The mountain of Spain
are second highest in Europe
2.2 Compare features of developing and leading tourist destinations
Features of London- London is the capital of England, it has famous river Thames which
is a 21st century city with the history stretching back to the Roman times. Its weather is 14 C,
wind SW at 6 km/h , 85% humidity and its population is 8.539 millions. The most famous
places ar London are London eye, tower of London, tower bridge, big ben, British museum etc.
these all destinations has attracted tourist. The area of London is 1,572km² and government body
is London authority. Visitors love coming to London because of the wide variety of things to do
and places to visit in London. The arcelormittal orbit has become one of the place to visit for
both its curious structure and its views over London. Another place to visit in London with your
family London zoo it is a particular attraction for a day out with the kids with over 12000 wild
animals. there are range of exhibits from into Africa and butterfly paradise where most unusual
animal. The Shakespeare globe theatre is another must see place for London trip which discover
the works and life of the famous bard (Viken, and et.al., 2016). The accommodation which suits
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all budgets and tastes in London for middle class and higher class. There are various diverse
restaurants, ranging from michelin-starred restaurants, traditional British restaurants etc and also
available some attracted bars like rooftop bars, riverside pubs and champagne bars.
Feature of Birmingham- tourism is big business for Birmingham, attracting 28.6 million day
visitors and 3.6 million overnight visitors each year. Birmingham is a major city in England west
Midlands region. it is the largest and most popular British city outside London. Its weather is
14°C,wind SW at 6 km/h, 79% humidity. Its population is 1.101 million in 2014. National sea
life centre is one of the famous spectacular undersea voyage where walk through a glass tunnel
totally surrounded by enormous one million litre ocean tank in ehich black tip reef sharks and
tropical reef fish swim inches from our head. One another famous place glee, which is a unique
comedy, music and special entertainment venue with a superb intimate feel they always feature
the biggest name in the business (Cheng, and Wu, 2015). The jewellery quarter has four
museums are museum of the jewellery quarter, pen museum, JW Evans and Newman brothers at
the coffin work. Marketing Birmingham vision is to build the city's position as a leading global
city. It delivered the world class visitors experience and champion a city where tourism
contributes to economic success.
TASK 3 UNDERSTAND HOW THE CHARACTERISTICS OF DESTINATIONS AFFECT
THEIR APPEAL TO TOURISTS
3.1 Compare the appeal of current leading tourist destinations with that of currently developing
tourist destinations
TUI Group needs to manage the marketing activities in effective manner so that number
of people can be persuaded accordingly. Regarding this, developed and developing tourist
destinations has been taken into account such as Spain and Egypt (Kaur, Chauhan and Medury,
2016). Both the destinations have different features that can be used for the purpose of enticing
customers towards travel and tourism services.
Spain: Tourism of Spain is populous because of the climate and natural beauty. The place
can be visited even in summers and winters both; thus according to that travel packages can be
determined by TUI Group (Chiu, Zeng and Cheng, 2016). People prefer to visit the place
because of the cultural and social aspects. Spain has good infrastructure; therefore passengers
will not be having any sort of problems in visiting the place. Moreover, networking aspects of
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the country is also good; therefore all the needs of clients can be maintained appropriately. It has
been observed that clients are satisfied with the tourism services of Spain because they get each
and every aspect in the service provision (Chang and Zee, 2013). Hospitality industry has also
involved several provisions in which networking services are also delivered to the clients. People
can also find good opportunities for entertainment there in Spain; hence this is highly visited
place of Europe.
Egypt: Most of the visitors visit Egypt because of cultural and heritage aspects. Egypt is
rich in heritage culture; therefore this prominently increases demand for travel and tourism.
However, on the other side, infrastructure facilities of Egypt is still improving; therefore this can
be regarded as the area for development (Munar, 2011). There are various opportunities of
entertainment at Egypt; thus tourists mainly prefer to visit Egypt for getting these things done.
Prices of the products and services are also higher; therefore this gives best experience to the
clients in diversified fields. The ratio of visitors can be augmented when most of the people will
visit the place; however for that purpose, improvements and modifications are required in
different fields. Thus, from the discussion it can be stated that travel and tourism entity should
manage different aspects in the service provision for client maximization ( Montenegro and
et.al., 2014).
3.2 Evaluate how characteristics of a tourist destination affect its appeal
Burma has been selected in the present study because it is the most unexplored
destination in the world; thus people prefer to visit the place on higher extent (Croy, 2011).
Although, it is a slowly developing sector; still Burma possesses great tourist potential and
attractions in many fields. There are many industries that needs to be developed; therefore this is
the reason, visitors number is increasing. Tourism in Burma has been augmenting because
government is spending huge resources in different enterprises. According to statistics,
government has encouraged tourism in the country so as to attract foreign visitors. It has been
observed that tourism has been promoted through advocacy groups who are engaged in
providing economic benefit to Burmese civilian (Beritelli, Strobl and Peters, 2013). This also
avoids isolation from the country from other parts of the nation. Responsible tourism is yet
another approach that has helped Burma to bring money to local communities and small
businesses. This has also raised awareness in the entire world. Looking towards the statistical
data, it can be said that ratio of tourist arrivals is increasing continuously; thus more attention can
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be given towards this aspect (Akroush and et.al., 2016). It is the prominence of the destination
that leads the government to spend many resources in it and also to list it in most visited tourist
destinations.
Year Tourist arrivals
2015 4,681,020
2014 3,081,412
2013 2,044,307
2012 1,058,995
2011 816,369
2010 791,505
2009 762547
Thus, as compared to other tourist destinations, Burma is getting more tourists for the
subsequent country (Cave and Brown, 2012). Tourism for Burma is also getting popular because
of the food and other services. This not only entices customers but also helps them to promote
the services to other customer segments. Cultural values of Burma can be used as a tool to
promote the tourism services and this is also essential for appealing more clients. From past data,
it has been observed that Burmese culture is vital because of the cultural and religious facets
(Aschauer, 2010). Tourists are getting attracted because several sports activities and festivals are
organized in Burma.
From the above discussion, it is articulated that Shwedagon Pagoda, Ananda temple and
Mahamuni buddha temple are those places that helps the subsequent industry to grab the
attention of visitors. Culture and social values should be promoted on higher extent so that
number of visitors can be increased. This amount can be utilized for improving the infrastructure
and other facilities. Thus, with such efforts, overall economic prosperity can be generated
especially through the contribution of travel and tourism sector. Instead of having different social
consequences, Burma is increasing the number of visitors. Due to religious aspects, people prefer
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to visit Burma and this also gives another opportunity to local people to deliver travel and
tourism services.
TASK 4
4.1 Analyse issues that affect the popularity of tourist destinations
The different factors may affect the popularity of tourist destination are as follows-
Natural factor- Natural factors are includes those factor which can not be controllable by some
one like earth quakes, flood, wind storms etc these are affect the tourist choice toward the
destination place. The natural disease all strike anywhere on the earth, often without
warning(Capacci, Scorcu, and Vici, 2015).The security issue is significant as people go for tour
for pleasure and amusement. The amusement and entertainment is not possible if the place is not
secured. For example in march 11,2012 marks the first anniversary of the earthquake and
tsunami that killed almost 16000 people and set off a nuclear disaster in Japan. Such type of
natural incident highly affect the mind of the tourist and also it placed negative image for
particular destination.
Environmental factor- Good climate , beautiful sceneries, weather are comes in the
environmental factor which highly affect the popularity of tourist destination climate is one of
the most important feature of attraction for any tourist place. Pleasant climate with warmth and
ample of sunshine attracts tourist who come from the temperate and colder region. On the other
hand people from summer areas migrate to cooler region to seek pleasure of cold fresh
environment. Most of the tourist attracted towards the sunrise and sunset point, long sea beaches,
fresh water tanks, waterfalls etc. They all are come under the environment factors(Xie, Chen, and
Wu, 2016).
Socio-economic factors- In socio economic factors are included accessibility, accommodation,
supplementary services like banking and finance etc. These all are affect the popularity of tourist
destination. Tourist are attracted most of the places where accommodation, accessibility are
easily available. A type of accommodation required by tourist depend on their life-style, standard
of living, capacity to spend money, nature of services expected etc. tourist are also preferred that
centres which are easily accessible by various modes of transportation like road, railways , air ,
water etc. To enjoy nature's beautiful sites seeing travelling by road and railways is a better
option.
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Religious factors-Most of people likes to visit that places of religious by which they can take
inner peace, get blessing of their favourite deities and gurus and attain salvation before death etc.
Here faith, beliefs and sentiments of people affect the destination of tourist
Terrorism-Terrorism is highly affected the popularity of tourist destination. The travellers and
tourist always wants to visit that places where they may safe and secure. Terrorism has affected
the tourist perception with regard to travelling and risk associated with it.
4.2 Discuss the potential for responsible tourism to enhance the host community at worldwide
tourist destinations-
In a smiler term , responsible tourism can be defined as a process of developing tourism
in such a way that maximum benefit can be gained in terms of economy , environment and
society. Along with this it also considered the cost of tourism it must be favourable in the budget
of tourist who will come there. And it also focuses on lowering down the cost which is incurred
in development of destination. When tourist destination are developed,responsible tourism
focuses on the issues related to environment and society. At the time of development of tourist
destination, responsible tourism makes sure that environment and people living nearby society
are not affect negatively. Responsible tourist also focuses on the accommodation, food,
transportation, and health issues and they can be also promoted by developing effective tourism
related to package.
Other than this, the responsible tourism also responsible to deal with issue related to
terrorist activities which are faced in destination such as Egypt and turkey. Corrective measures
are required to be taken to minimise such activities and protect the life of people living in the
society. For providing the awareness of tourist destination, responsible needs to make effective
marketing strategy will result in making people aware about the destinations and encourage them
to visit(Bellur, McNamara, and Prokop 2015). Marketing strategy are also going to play
important role in the providing tourist within information regarding new destination. Responsible
tourism always focus on the mutual benefit with the society.
In order to enhance the host community at worldwide destination, responsible tourism needs to
take care of the health and safety of its tourist. It also provides access for people with disabilities
and the disadvantaged. It works to make the positive contribution to the conservation of the
natural and cultural heritage to maintain the world diversity. it is also responsible to provide
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more enjoyable experience for tourist through more meaningful connection with local people and
create understanding of local culture, social and environment issues. At the end we can say that
responsible tourism is all about providing better places for people to live with best places to visit.
CONCLUSION
Summing up the entire study, it can be said that tourism industry needs to manage all
sorts of services in prominent manner so that they can appeal large number of customers towards
travel and tourism sector. Cultural and heritage aspects of tourism industry needs to be improved
so that countries can be promoted on higher extent. In the above mentioned section, it has been
discussed that Burma is getting attention from the customers because of the cultural and social
aspects. The potential of tourist destinations can be improved with the help of changing trends in
the same industry and there should be more concern towards needs of customers.
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