Tourism Destination Branding and Image

This assignment delves into the crucial aspects of tourism destination branding and image. It analyzes how destinations construct their brands, the role of information sources in shaping tourist perceptions, and the moderating effect of culture on image formation. A comprehensive literature review provides insights into key theories and concepts within this field.

Tourist Destination

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analyse different tourist destination and generators of world.........................................1
1.2 Statistical analysis of tourist destination in predicting trend of UK.................................2
TASK 2............................................................................................................................................3
2.1 Covered in PPT.................................................................................................................3
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2.2 Comparison among features of destination in developing country and leading visitors
places....................................................................................................................................18
TASK 3..........................................................................................................................................19
3.1 Compare the appeal of leading tourist destination with the developing destination......19
3.2 Analyse characteristics of tourist destination which affect its appeal............................21
TASK 4..........................................................................................................................................22
4.1 Analyse issues which affect popularity..........................................................................22
4.2 Potential for responsible tourism....................................................................................23
CONCLUSION..............................................................................................................................23
REFERENCES..............................................................................................................................25

INTRODUCTION
Tourist destinations refers to the places which having a interest where tourists should
visit for its inherent so that they can exhibit the natural along with cultural value, adventure as
well as amusement, historical significance, offering leisure etc. Attractions for tourists are not
only man made structure as well as different activities as it requires form of investment by
regulatory authority along with the tourist sector which will helpful in allowing visitors attraction
(Laws, 2011). Present report is based on TUI Group which is a multinational tourism business
enterprise and in the present days firm having a strong presence as well as good year expectation.
In the below mentioned report, discussion on different destinations for tourist as well as their
characteristics.
TASK 1
1.1 Analyse different tourist destination and generators of world
Country receivers of tourist may be defined as a nation and it is selected by visitors that
they have to visit this country or not. If tourist select Spain for visit then this will become
received country. In the present days, France is a country where large number of tourist going for
visit as it is attracting large number of tourists (Pons, 2016). Another country is Germany as it
also having a best destinations which attract visitors globally every year.
Rank Country Regional
market
Visitors in
2014
Visitors in
2013
Change Amount
(USD
billion)
1. France Europe 83.7 million 83.6 million 0.1 46.3
2. USA America 74.8 million 70.0 million 6.8 103.5
3. Spain Europe 65.0 million 60.7 million 7.1 52.5
4. China Asia 55.6 million 55.7 million -0.1 45.8
5. Italy Europe 48.6 million 47.7 million 1.8 38.8
No. Of
visitors
60 million 36.115
million
20 million 32 million 60 million
Spending by 1,276.53 per 246.1 per 39.88 per 1,415.52 per 734. Per 1000
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per visitors 1000 people 1000 people 1000 people 1000 people people
(Source: International tourism, number of arrivals, World Bank, 2017)
In this, analysis needs to be done on portion of distinctive tourist destination in world and
it includes the guest number as well as income era. USA is a country which is counted as a top
and it gets large number of receipts from the various activities which is related to tourism. In
attracting the large tourist, France is in high position in the list because they are having a best
fashion trends as well as having best architectural design (Wang and Pizam, 2011). The level of
income in the different countries is increasing when individuals are able to spend income along
with the resources so that they can get best services in the tourism sector. When UK attracts large
number of visitors then it earns more money along with the receipts in the specific time period.
This will assist in increasing the brand value of nation or economy. France known as popular
tourist destination place from its beauty as well as their historical aspects.
1.2 Statistical analysis of tourist destination in predicting trend of UK
In the present era, tourism is growing in all over the world and this will generating more
revenue by the different tourism activities. China, Italy, USA, UK and France are the countries
which are responsible for various activities in travel as well as tourism sector.
Years Number of visitors Spend £ Average spends
per visit
Average
nights per visit
BOP £
2006 32.713 £16.002 £489 8.4 -£18.409
2007 32.778 £15.960 £487 7.7 -£19.053
2008 31.888 £16.32 £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
(Source: International tourism, number of arrivals, World Bank, 2017)
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For doing the statistical analysis in the travel and tourism sector while predicting current
as well as future trends in UK of last nine years, it has been analysed that in the years 2006 to
2014 number of tourist is boosting but also in some years, they are decreasing as well. If trend of
tourism in UK is increasing or boosting day by day for the various destinations. In UK, the most
famous place is London and in 2013 it has been found that there are 16.7 million visitors are
there who are visiting the destinations of London. From the above figures, it has been analysed
that increment in the income having a adverse effect on gross domestic product rate of UK
(Morgan, Pritchard and Pride, 2011).
In United states of America is a most famous destination and it attracting large number of
tourist globally such as 2.6% travel income. In the travel as well as tourism sector it was
increased to 79.4% of the national wage directly in the year 2014 and in this visitors spending
their income to 20.6%. Another country is Spain and it is also a famous nation due to culture,
territorial geology as well as medieval design (International tourism, number of arrivals, World
Bank, 2017). Commitment of tourism companies in Spain in domestic pay up to 58 billion Euro
in the year 2015, but they are making their estimation to improve the rates up-to 2.3% in the
2025.
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TASK 2
2.1 Covered in PPT
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2.2 Comparison among features of destination in developing country and leading visitors places
There are some appealing elements of places which are stated above that is UK, Italy and
Russia:
UK's culture: In UK, cultural section along with the beauty is popular and this appeals
visitors. In the country, there are so many museums are there which delivers appropriate
information as well as education so that individuals can do innovative things.
Beauty of Italy: This place is also very much popular or famous among individuals which
assist in attaining best experience to visitors because Italy having historical monuments and
natural beauties. In this, attracting tourists is important as it provides the proper contribution to
balance of payment as this assist in expanding the profitability and productivity of country.
Beaches and natural beauty of Russia: This country is a contributor of economic life as
well as provides appropriate contribution in GDP that is 6.5%. Russia having a strong position in
the tourism after France (Frenzel, Koens and Steinbrink, 2012).
Comparison:
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Tourist destination Leading Destination UK Developing Destination China
Cultural values In UK, there are so many
tourist destinations and they
are celebrating different
festivals as it assist in defining
their cultural values along with
the norms. Tourism of United
Kingdom is also important
because of food varieties,
music as well as cultural facets
(Prayag and Ryan, 2012).
China tourism has expanded
their tourist from the beginning
of reform along with the
opening. There are different
aspects such as Chinese food
as well as music which having
a high appeal on consumers.
Physical facets It includes different factors as
well as aspects whether it is
flora and fauna which are
preferred by the visitors to
visit the country. They provide
better transportation as well as
communication services to
visitors.
In china, transportation
services are improved and this
attracts large number of
consumers.
Social facets In UK, staff members of TUI
Group should focused on
needs and wants of consumers
and that should be fulfilled.
Along with this prominent
services should be delivered in
the different areas (Crouch,
2011).
In China, they are using
Chinese culture and it is
distinctive from other
countries. In this consumers
focus on the peace and
meditation aspects.
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TASK 3
3.1 Compare the appeal of leading tourist destination with the developing destination
The manager of TUI Group should analyse the visitors goal which is to be create so that
they can analyse the requirements of visitors. They are having a aggregate clients, information or
data should easily accessible which is helpful in devising correlations along with the analysis and
purpose of costs (English tourist destinations, 2017).
Leading destinations: The significant driving goals of UK for tourism are Tower of
London, St.Paul's church building, Windermere watercraft travels, Theme stop and Zoo. Aside
from London, there are different urban areas too be that as it may, London is a place where one
can have discovered diverse traveller goals of authentic and social significance alongside some
advanced structures and amusement parks for recreation and excitement.
Developing or improving places: Cuba is in a Caribbean island which is rising as a visitor
goal at a quicker rate. The tourism exercises in the place is very little as there is less
modernization and concentrate on this division (Wang, Park and Fesenmaier, 2012). Be that as it
may, in late time, the said put is taking activities for modernization of transport and
correspondence offices. A portion of the significant goals of this place are Havana, Vinales and
Cienfuegos where Catherdral, natural ranches and other chronicled spots can be gone by.
Basis UK Cuba
Attracts There are so many historical
places and developing places
which can be visited.
It is a island and that is famous
for different villages as well as
cultural places on countryside
etc.
Culture In UK, they are following
western culture but in
advances form. Some cultural
aspects which are included in
this includes music, art, sports
and so on (Kim, Ritchie and
McCormick, 2012).
It is a combination of customs
and culture which depends on
American as well as African
influences.
Overlapping attracts as well as Tower of London, Cuban Dance Plaza de Armas,
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physical features Westminster Church and so
on. Tourism is a contributor
which is associated with the
different countries and
sometime it create a conflict
among the needs of interest
group.
Playa Ancon beach restaurant.
3.2 Analyse characteristics of tourist destination which affect its appeal
There are so many characteristics which are considered by different visitors which assist
in accessing the appeal and they are having different characteristics which are come from
different places. Crime rate is the major concern for tourists as the countries having lower crime
rate which will help in appealing to higher tourists which are coming to a particular destination.
Publicity as well as sales promotion which are prepared by the stakeholders of industry which is
related to travel and tourism (Caragliu, Del Bo and Nijkamp, 2011).
Introduction: Cuba is known as Caribbean island which work under socialist govern
which have a sugar white shorelines having specks of tobacco fields which feature the generation
of country unbelievable stogies. The atmosphere of nation is extremely ideal and has many
shorelines. It has particular social history which makes it an alluring goal for tourism. The
aggregate populace of Cuba is 11,382,820.
Normal for Cuba tourism: Cuba is outstanding for its restorative tourism also where
numerous patients use to visit for looking for an unrivalled nature of medicinal care. Spanish is
the primary dialect of this place. It is a common state announced formally (Lucarelli and Olof
Berg, 2011).
Physical components:
 It arranged over territory of 110,860 sq km.
 The scene of Cuba have extremely excellent with loads of infectious keys, islets or other
past confirmations which feature their magnificence of nature.
 The natural condition in Cuba is subtropical or calm.
 One of biggest island in Caribbean ocean.
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Culture: Culturally, Cuba comprise of different culture which demonstrates their multi-
ethnic condition and draw in number of visitor. The Cuban individuals and in addition their
duties are for the most part relied on African, European and it additionally impact local
individuals of American (Lee, Kyle and Scott, 2012).
It has many spots to visit like national parks, biosphere saves, shoreline resorts,
mountains and different seaside urban areas that pull in an extensive variety of individuals for
tourism reason.
TASK 4
4.1 Analyse issues which affect popularity
There are so many issues or factors which having a adverse impact on the popularity of
tourist destination:
 The main factor is tourism leakage which having an influence on tourism industry and
this will having a leakage on revenue to the industry which assist in participating and
enhancing their tourism activities. This having a adverse impact on popularity of tourism
activities (Frías and et. al., 2012).
 Another factors which having a adverse effect on tourism activities of UK that is Enclave
tourism by providing the different packages that having a impact on local businesses such
as food centre as well as local accommodation which is nearest to the different tourist
destinations. These packages affect the popularity of country.
 Increment in inflation rate as well as high rate of exchange for the currency of UK and
this will having a negative affect among tourist in their destinations. Transportation cost
should be enhanced in UK and this will having an environmental effect which having a
more spending from consumers which helps in reducing popularity (Butcher, 2015).
 Social riots in a economy which having a bad image in mind of tourists and affect the
tourism activities. Political stability having a affect in the brand image and this will
having a affect on arrival of visitors in the nation (Leung and et. al., 2013).
 When tourist attack was increasing in UK then this will having a negative impact on
different tourist activities due to inflow of tourist should reduced in UK. This creates the
main issue which is related to safety for visitors and that should come from different
locations internationally to UK.
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 When the inflow of visitors is high in UK then this will having a negative impact on city
regarding pollution as well as wastage. This will having an impact on environment from
the various activities which was done by tourists. So, inflow to different tourists should
be reduced when condition of environment is not proper (Bramwell and Lane, 2011).
4.2 Potential for responsible tourism
Date: 23rd August 2017
Travelling exercises should be capable which assist in fulfilling the needs and this will unsafe
should having a influence of hospitality on country as well as social life in locality. There are
some destructive affects with their targets which helps in attaining maximum benefits and attain
goals in the travel and tourism sector. There are so many tourism destination and companies
like TUI Group which having a lot of potential so that they can improve according to the needs
and wants of consumers. There are some few associations which are subsidised with the
different business entities so that they can deliver best services and attain their goals. For
example Royal residence of Westminster, New Lanark and so on should do mindful exercises
so that they can organise their business opening and the income which is generated by attracting
tourists. The main issues which the country is facing that they needs to develop or improve their
industry which is associated with travel as well as tourism as it is having a adverse impact on
resources whether it is natural or man made.
The manager of TUI Group should do appropriate as well as sustainable planning which
will help them in surviving in market for a long term. Where as this issues assist in boosting or
improving the international area which having a boost from 25 million in 1950 as well as 1.8
billion in 2016. If they are providing best services to their tourist then this will assist in
enhancing or developing the image of country. It is important and essential that local people
along with the ministry bodies should work with the proper coordination and cooperation which
will aid them in increasing awareness so that environment can be protected. Country should
take some steps so that encouragement can be provided to tourists which can give proper
contribution in saving environment. But on other side, manager of TUI Group should improve
their policies so that large consumers can be attracted.
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CONCLUSION
After summing up the report it has been concluded that TUI Group should improve or
maintain their destinations which will assist in attracting large number of tourist destinations.
Along with this they should view different points such as scope, variables which having a
adverse influence on offer as well as prevalence of goals which are decided by different traveller
and that should be inspected by present setting. There are different features whether it is cultural,
social as well as physical among the different destinations which attract large number of tourists.
The marketing manager of TUI Group should do their appropriate marketing activity which
helps in attaining their goals and objectives.
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