SWOT Analysis of Safari Park

This document discusses the importance and benefits of conducting a SWOT analysis for Safari Park. It explains how SWOT analysis helps in evaluating the strengths, weaknesses, opportunities, and threats of the tourist attraction. The document also explores the relevance of SWOT analysis in analyzing a tourist attraction and its validity as a tool for decision-making. It provides insights into the features and attractions of Safari Park and discusses the different ways to visit the park. Additionally, the document highlights the SWOT analysis of Safari Park, including its strengths, weaknesses, opportunities, and threats. It concludes by discussing the possibility of future expansion for Safari Park and the factors to consider for its growth.

Formative Task Template
Name:
Title of Research Project; Safari Park
Reference list
Abadi, F. and et.al., 2018. Application of best-worst method in evaluation of medical tourism development
strategy. Decision Science Letters. 7(1). pp.77-86.
(This reference is all about the SWOT analysis which helps in addresing this questions that is about how
SWOT is valid tool for tourist attraction)
Arlym, L. and Hermon, D., 2019, August. Strategy of ecotourism development in Pariaman City. In IOP
Conference Series: Earth and Environmental Science (Vol. 314, No. 1, p. 012039). IOP Publishing.
(This strategy helps in evaluating the overall issues which can affect the entire tourist place and how they
grab the opportunity as well )
SWOT Analysis. 2020. [Online]. Available Through:
< https://content.sciendo.com/view/journals/tour/20/2/article-p45.xml>
(SWOT analysis helps in identifying the strengths, weakness, opportunities and threats of tourist destination)
Safari Park. 2020. [Online]. Available Through:
< https://www.woburnsafari.co.uk/ >
(This reference is all about the Safari Park tourist destination which attracts lots of visitors every year and
become great source of earning for government. It also include the features which attract the tourist all over
the world)
SWOT Analysis of Safari Park. 2020. [Online]. Available Through:
https://research-methodology.net/longleat-safari-park-swot-analysis/
(This reference is stating the strength, weakness, opportunities and threats which are important and help to
increase the organisational productivity. Moreover, for improving performance, plans and strategies
are formulated by management that can help to bring changes by overcoming the threat.)
Lewton, J. and Rose, P. E., 2020. Evaluating the social structure of captive Rothschild’s giraffes (Giraffa
camelopardalis rothschildi): Relevance to animal management and animal welfare. Journal of Applied
Animal Welfare Science. 23(2). pp.178-192.
(This is defining the evaluating the future growth of park that require many resources and capital to expand
the park that can help to increase the performance and brand image.)
Kubiak, M., 2019. Veterinary care of green iguanas (Iguana iguana) part 1: husbandry. Companion Animal.
24(7). pp.386-389.
What is your tourist attraction? -
Woburn Safari Park is located in Bedfordshire, London, United Kingdom. Park visitors could even drive via
showcases containing plants and animals like southern white rhino, black bears and elephants, tigers. That
was one of the Duke of Bedford’s holdings and also comprises Woburn Abbey and its 3,000-acre (1,200 ha)
deer park. The Safari Park on its own covers 150 ha (360 hectares). Woburn Safari Park is a part of the
national and Irish Zoos and Aquariums Association (BIAZA) and of the council of Europe Association of
Zoos and Aquariums (EAZA). Located in over 360 acres of magnificent parkland, Woburn Safari Park is a
wild animal park. House to over 1,000 exotic and yield ranging animals and the ideal trip out for animal
experiences and environmental tours.
Being a destination for numerous award-winning visitors, Woburn makes a positive contribution to
biodiversity and is a venue where families can enjoy watching wildlife in a stunning natural setting together.
If visitors want to move by car or on foot, there are lots to do and see at Woburn Safari Park. Continue thier
walk in the park and see wild animals before going to Penguin World and Sea Lion Cove by visiting the
giraffes in Desert Springs ( Abadi and et.al., 2018.).
Drive in the vehicle and that in the Kingdom of the Carnivores, visitors will find a flock of elephants on the
Northern Plains and a group of lions on prowl.
Traverse Giraffe Junction on the road (a substantial update on the Spaghetti Junction), see monkeys hanging
from the treetops of the African Jungle, and wonder at the rhinos that roll over the Savannah Grasslands.
There are basically two ways to visit the Safari park that is road and foot safari and both has different features

which attract people and these are as follow:
Road Safari: The Road Safari is divided into different parts that contain several animal species and tourists
can drive through all five regions. Northern Plains contains the zebra of Chapman, ponies of
Przewalksi, North American Bison and the Bactrian camels. Both creatures are visible to tourists as they
enter the ticket pathways at the Park entry. The Savannah Grasslands is built on 40 hectares of land. Insects
usually involve , Eland, Southern White Rhino, Ankole cattle, Ostrich, Brindled Wildebeests, Dwarf forest
buffaloes and Sable antelopes inside this segment of the Road Safari. Next visitors will come in second after
going previous one.
Foot Safari: When tourists have appreciated the Park’s Road Safari portion, individuals will undoubtedly
advance to a Foot Safari which would be host to several small mammals including African Crested
Porcupine, four lemur species, Asian Short Clawed Otters, Slender Tailed Meerkats including Ring Tailed
Lemurs, Red Bellied Lemurs and Red Fronted Lemurs, as well as many more.
Visitors will also spend a whole day of animal talks and demos. Which occur regularly with various species
like Greater Sulphur Crested Cockatoo, Red Pandas, Californian Sea Lions and even the Asian Elephants.
Why is SWOT a relevant and valid tool for analysing a Tourist attraction?
According to ( Arlym and Hermon, 2019), SWOT analysis is among the most commonly used strategy
implementation methods. It is used to construct an overarching growth strategy as well as strategic choices,
relating to a function to be conducted by a state, a local council or a business. As per GIERSZEWSKA &
ROMANOWSKA argue that SWOT is not really a strategic analytical technique but is' a distinctive
methodology of a strategic research process, a structural proposal and a wide-ranging assessment of various
factors such as internal or external that specify the existing company ’s performance and its ability to
maximize. It covers the strengths, limitations, risks and challenges. Strengths seem to be the most valuable
factor which helps the visitors to identify the core competences of tourist attraction. It will helps in improving
competitiveness. It may usually involve unique tourism advantages such as natural and anthropogenic, really
well-developed tourism facilities, highly skilled human resources and a location label in the scenario of a
tourist attraction.
Terrible financial status of a regional government entity, poorly built technological infrastructure,
inexperienced gmina, powiat and województwo officials, etc. can be weaknesses of tourist attraction which
comes under internal negative factors that impede growth. Opportunities are the position elements which
provide future growth conditions that can be used to make a success. Key factors to consider may be
optimistic improvements in tourist laws, an increased speed of economic development (increasing personal
revenues and spending power) and an improving situation on the tourist destination, stronger transport links
to the region, projects aimed at securing foreign sources of funds for expenditure in kind or in citizens.
Threats are obstacles or risks that obstruct growth and performance of targets, such as shifts in tourist tastes,
rapid production of tourism in adjacent areas (which can also be a significant indicator), economic decline,
challenges in trade and commerce, currency rate inflation.
SWOT analysis help the all over the world’s visitors to identify that tourist attraction is worthy for them to
explore or not. If tourists find that particular place interesting and adventures they further they will make
decisions to visit such places. The purpose of SWOT analysis is the method to recognize strengths,
opportunities, weaknesses and risks, and to ensure harmony with the capabilities and circumstances of the
destinations which attract the tourist. Identified factors will be used to made decisions which are also
beneficial for tourist industry to attract visitors to define the attractive features in front of world.
SWOT of tourist attraction
SWOT analysis – This is an analysis and toll which uses to know the strength, weakness, opportunities and
threats that helps to increase the organisational productivity and profitability. It is important for all to analysis
the internal environment which increase the performance and activities in challenging environment that
enhance activities. In internally environment, all functions are analysed by management that states how a
businesses is running and can be improve the their image. The SWOT analysis of Safari Park are as defined:
Strength – Woburn Safari Park is located in Bedfordshire is a larger size park in London that attracting the
customers and people which helps to increase the market image. The Safari Park on its own covers 150 ha
(360 hectares). In UK there is lack of competition in UK that can help to increase the number of customers

and maintain the high performance. As this is wonderful this increases the understanding and insights of kids
and also increase the knowledge about animals. This park is maintaining the high quality of customers by
attracting them and shows a clear view of their parks. The parks is very clean and highly secure for people as
animals are in cages and in their places that can help to increase workings. The another strength of such park
is affordable prices for Longleat Hotel that can be buy anyone and take the enjoyment which helps to
maintain the activities.
Weakness – It is not possible for customers to reach the park by public transport because it is covered a long
distance in reaching and no public transport going that can be difficulties for customers to reach there. In this
park, Mercedes and gardens are destroyed by monkeys. Some you tube videos are demotivating people to
attend the park. The cost for visiting and entry ticket are on high cost that may limits the number of
customers.
Opportunities – This park is manageable and controlled by highly skilled and talented person who have
knowledge how to keep living the animals. Employee who are working have good relation and understanding
with animals that can help to understand about their feeling and give them lot of loves. The all activities and
functions are managed by management who is responsible to conduct the analysis and make the right
business decisions. In this, technology is uses by to keep controlling and providing them proper guidance so
all working can be done effectively and maintain the good performance. This park is increases services for
the welfare of customers and employees. Herein, possibility of attracting the sponsors that can help to
increase the working and maintain the good business effectiveness. If all activities are managing properly
then number of animals are increases with different types that may increase the workings and value of park.
This helps to increase the interest of customers by delivering best quality of services and security to
customers. There is possibilities of attracting sponsors who are intested to spend the amounts for protecting
animals (SWOT Analysis of Safari Park, 2020).
Threats – The threats for park is changes in government regulation and policies which has affected the
business negatively. There is many environmental groups which has impacted negatively. Sometime visitors
are being attacked by animals and changes in environment that may create a risk for animals in Safari Park. If
there is government has changes the legislation then it will be difficult for management to operate their park
as less of financial resources.
Therefore, a SWOT analysis is required for organisation and park which helps to increase the interest of
customers to visit and maintain the good performance in challenging environment. If there is needed of
changes then management are playing an important role who conduct the analysis and running park with the
help of sponsors that increases the profitability and market share in challenging environment.
To evaluate the possibility for its expansion in the future
Every business and park wants to grow their business so they are formulating different policies and activities
which can help to operate the business activities and creating the sources for developing the park. The
Woburn Safari Park wants to increase their growth by evaluating their opportunities which can help to
increase the organisational productivity and profitability. This is important for all to perform all activities and
functions effectively that wants to expand the opportunities for expanding the park. For expansion the park in
future the management needs to conduct proper analysis, taking safety precautions, proper security to
customers, increasing activity by expanding business in acre that will help to increase the brand image and
maintain the performance. This is important for all to managing the activities and leading the business by
evaluating the opportunities that maintain the high profitability (Lewton and Rose, 2020.).
The people and sponsor are required to arrange the financial resources and human resources that can
will help to deliver the best quality of services and increases the profitability by managing the performance.
There is need of sponsor and members who are evaluating the opportunities by taking the right decision and
delivering performance. To provide the protection and good food to animals and also provide important
information to keep away from dangerous.