CW1 Toolkit for Destination Planning & Development in Rome, Italy

This document provides a CW1 Toolkit for Destination Planning & Development in Rome, Italy. It includes an overview of the millennial market, success of tourism in Rome, destination audit, and a proposal for a new tourism product. The document also discusses the long-term vision of the tourism destination and potential challenges.

CW1 Toolkit
Module: Destination Planning & Development
New Tourism/Leisure product Toolkit
Chosen Destination: Rome, Italy
1 Understanding the millennial market
Provide an overview of the key traits of the millennial travel market
Millennial travellers are born in between the year 1981 and 1999. They are usually tech
savy and completely dependent on this aspect, experimentally driven, resilient, calculated
and possess social nature. The service that can be launched for millennial travel is
augmented reality that will allow customers to search whatever they need. The application
will provide them an option to scan the image and accordingly information will be
provided. Furthermore, the communication barrier can also break as there countries across
the world where English is Unicorn and it might become difficult for traveller to
acknowledge those signs (Pencarelli, 2020). This can be done in Rome in order to provide
people with enhanced travelling experience through the process of digitalisation.
ope, as they’re often seen as expensive.

2 Overview of tourism within your destination.
Provide an overview of the success of tourism
The arrival of International tourists have been grown up at the remarkable rate in 2017 that
is by 7% and this has been reached to 1,322 million as per UNWTO world Tourism
Barometer. It was anticipated that the mark will reach to 4-5% in the year 2018. But in 2020
this percentage have been drastically impacted by around 70 to 75% for the entire year.
The news associated with vaccine boost the confidence of travellers but still there is a long
road for recovery. Based on the current evidences, it has been identified that there was loss
of $118 or even more because of ongoing Covid0-19 pandemic. In between the years 2006
to 2019 the arrivals to Italy that is both domestic as well as foreign guests were increasing.
Moreover, in 2019 there were 131 million arrivals in comparison to last ten years and this
was 95 million.
The above graph illustrates number of visitors to Italy and it can seen that number of
visitors are increasing which has lead to generate gross revenue of 237.8 billion euros in
2019.
ope, as they’re often seen as expensive.
Illustration 1: Visitors from 2006 to 2019

There is a rapid decline in the arrival of millennial travellers across Italy. Travellers visit the
place during spring and autumn when temperature is comfortable.
Audit – an analysis of the existing tourism environment within your
destination
Conduct a destination audit of the 3 key A’s within your destination
Destination A’s List the key As
within the
destination
STRENGTHS
(Cite references to
justify your claims)
WEAKNESSES
(Cite references to
justify your claims)
ATTRACTIONS Mount Etna,
Monterosso Al
Mare, Rome,
Amalfi Coast, Capri,
Florence and Milan
Phenomenal food
Off-the-grid
adventure
Millennial market
can spot cheapest
spot
Buzzing nightlife
Natural beauty and
natural heritage
Language barrier
Dirty street
Very different
weather and this is
not consistent
around the year.
ope, as they’re often seen as expensive.
Illustration 2: Estimated impact of the coronavirus (COVID-19) pandemic on tourist arrivals
in Italy between January and August 2020, by region of destination

ACCESS (A) There are different
modes of
transportation that
can be utilised by
travellers who want
to visit Italy. They
are by air, trains,
coach and cruise.
In Italy while
travelling by the
train traveller can
par 253 euro for 7
days travel.
Early plane
booking can save
the cost and time
will also be saved.
Coach provides the
cheap deals and is
regarded as easiest
way to travel
across the country.
The cruise
organisation like
Costa and MSC
provides people
with incredible
deals for people.
This enables to
save lot of money
and different
locations can be
visited in single
trip.
Travel by train can
be costly as well as
time inefficient.
Each service like
drinks, hold luggage
needs to be paid
extra.
Coaches usually
leads to
inconvenience due
to being struck in
the traffic and this
increases the
potential travelling
time (Best Way To
Travel Europe: Pros
And Cons Of Each
Transport Mode,
2016).
Cruises are very
expensive and
cannot be afford by
middleman. There
are strict schedule
like cruise do not
spend more then 8
hours across the
harbour but if
person have liked
the place then they
cannot visit the
place properly. All
the extras needs to
be charged.
ACCESS (B) It is easy to go
around different
towns and cities
across Italy but this
might be dangerous
to drive (Pros and
Cons of moving to
Italy, 2020).
People either
millennial or of
country they tends
to make
complaints
regarding the
public transport
but this generally
good. Though
there is a lack of
punctuality but this
The driving culture
that prevails across
the country is not
good that denotes
over the limit speed.
In addition to this,
people often find
rules to be
confusing and roads
are often found
congested.
ope, as they’re often seen as expensive.

is safe, reliable and
cheap across the
cities as this
connect entire
country from south
to the north.
AMENITIES
Accommodation
sector
The economy of
Italy is not good but
the prices have not
been increased.
Amenities that are
being offered are
good though they
might not be highly
attractive.
Well maintained
décor. Even though
it is out dated but
they cannot be
criticised as they
are available on
rent . They are in
the good working
conditions.
The apartment
blocks were built in
the year 60s and 70s
from grey mould.
They sparse and
small on modern
furnishing but still
are provided at
premium prices.
This means that
accommodation is
old, expensive and
small.
2 (a) With reference to direct access to the destination, which outbound
millennial market should be targeted?
Rome in Italy is regarded as one of the favourite tourism destination that leads to grab
attention of ample of people and cities such as Rome comprises of various restaurants. It is
identified that only Italian food is not preferred by tourists as well as locals ( Sigala, 2017).
The target segments in this case will be middle income group and the age is around 18 to
35 years. In this case, the target audiences for millennial market are teenagers, couples as
well as professionals. The premium quality food services will be offered at affordable prices
to their customers.
2 (b) Are there any strengths in the destination that could be developed into
a ‘new’ product for the millennial market?
Rome is renowned for the food they provide to the people. The dishes that are
being furnished are tasty, satisfying, favourable and soothing to see as well as taste. The
dishes are also referred to as poor man's food as each can afford them easily (Jaelani, A.,
2017). These are usually prepared through the use of minimum ingredients but are being
served within the creative manner through which they can grab the attention of their
consumers affirmatively. Some famous foods prepared by the Rome includes
pizza and pasta. It is identified that Pizza was invented within the same city.
ope, as they’re often seen as expensive.

3 What is the long-term vision/plan of the tourism destination?
How committed is the government of your destination to tourism
development and sustainability?
Government have critical within promotion as well as sustaining the development tourism.
Rome is city that comprises of heritage along with this government emphasise on the
sustainability of environment. The policies are designed for sustaining as well as developing
tourism industry. The Ministry of Cultural Heritage & Tourism was formed that have
initiated Strategic Plan for 2017-2020 for improvisation of competitiveness within Tourism
industry of Italy. In addition to this the Portuguese Tourism Board have managed 2027
strategy that embeds sustainability within the national tourism policy. The key milestones
within are energy, waste and water along with this efficiency that have to be managed is
90% by the year 2027 (Portugal’s 2027 vision to become one of the most sustainable tourist
destinations in the world, 2016).
4 Your Proposal for a new tourism/leisure product
Provide an overview of your proposed product
Details of your proposed new product
Tourism is regarded as broader as well as wider concept that implies rendering
enhanced range of services along with products for captivating ample of customers
through which productivity of offerings can be increased and attain relevant profits. In
this case, different techniques and tools are utilised for promoting offerings. For this
external environment needs to be analysed so that competitive strategies can be
developed. With reference to Rome, Italy, this is famed tourist destination place that
comprises local bodies and government for analysing as well as launching new services
like online applications with augmented reality support. This will enable travellers as
well as hotel to provide an ease within their services.
Location within the destination
In this case, the emphasis is made on rendering online application with AR support fro
providing information to customers and can be accessed while visiting the new place. It
involves utilisation of different ways for promotion of new services like digital platform
such as whatsapp, social media, etc. The offerings are rendered to ones who are
likeable to visit the new places and for this ample of services such as lodging,
transportation facilities along with food is rendered for sustainable development
(Cooper, C., 2020). In addition to this, the online application will furnish the latter with
significant services like language translation via AR, locations detail and many more
ope, as they’re often seen as expensive.

aspects.
Community involvement
Community involvement refers to involving community for their overall development.
They are looking forward to launch new online service application that is good for their
potential consumers as well as is a feasible destination. The rationale behind this is that
it is a tourist location and the application will enable them to have more information
related with destination, making out bookings, loading facilities and eliminating
language barriers while being within the place. This will lead them to attain desired
targets within desired frame of time (Ali, 2015). In case of community participation
emphasis is made on sustainable tourism development. For attainment of objectives
and goals proper planning is needed so that customers at larger scale can be
captivated. Furthermore, online service application will also provide suggestions so that
i9n future those aspects can be addressed affirmatively.
Seasonality of your product?
The service online application is utilised at any time as this can be installed within the
phone. This can be accessed as well as conveniently downloaded. Moreover, through
this traveller can have information associated with different aspects without any
confusion while being in a new place. Customers can easily book flight tickets, have
accommodations, transportation along with many more facilities (Becker, 2016). This
service application is utilised by all customers in different season as they render
affirmative services and have access to information related with food, restaurants,
places to visit and various others. The intent is to capture lots of customers towards the
city.
How does your product align with the Tourism Plan
This involves launch of new services within the market through usage of ample of
techniques along with tools by formulation of appropriate business plan. The strategies
must be formulated by taking into consideration external environment. It is important
that new strategies must be developed accordingly so that best services can be
furnished. This also involves management of financial budget along with different
sources required for doing so through which products can be established effectively
(Dredge and Gyimóthy, 2017). By looking on the tourism plan, it will be easy bring in the
product by taking into account all the necessary aspects like sustainability.
5 Are there potential challenges to your proposal?
Identify TWO key challenges to your product proposal
ope, as they’re often seen as expensive.

Challenge 1 (with Justification)
Competition: This denotes the market in which service will be launched. This is healthy
for organisation that they emphasise on bringing in continuous innovation so that they
can stay ahead with reference to what is being delivered by others while being within
the market. This denotes rival firms who deals within the same offerings. The
competition can be in the form of prices of services, quality, location, discounts given or
any other benefits that are being rendered (Holloway and Humphreys, 2019). Primal
factor that impacts any place or restaurant is revenue that is being generated along
with economies of scale. It is important that employees that are hired by the
organisation are competitive and their opinions are also considered through which
innovations can be brought in within their strategies. For having competitive
positioning within the marketplace, it is important that value proposition is being
created through usage of attractive marketing strategies and differentiate their
offerings from competitors so that they can grab attention of their customers
affirmatively (Nichols, 2015). The proper analysis of buying behaviour of consumers
must be carried out through which business can be successful. It is important that firms
must opt for delivering clear message to their customers and it must be clear enough
through which they can be addressed.
Challenge 2 (with Justification)
Lack of local support: The creativity along with innovation within different industries
create a significant impact but there is also a negative impact. For an instance if
equipments are used within the organisation then this will lead to decrease within the
employment in the country. The innovation is brought in the organisation for their
global customers through which overall productivity as well as economy can be
enhanced. There is a probability that the theme that is being used by the business
might not be supported by the local customers (Myra, S., 2015). Furthermore, there is a
possibility that government might not provide the support the business as some of the
policies of latter may not go with what is made by the government. In addition to this,
there can be lack of raw materials or suppliers might not opt for assisting them because
of negligence.
ope, as they’re often seen as expensive.

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ope, as they’re often seen as expensive.

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ope, as they’re often seen as expensive.

ope, as they’re often seen as expensive.