Tourism and Hotel Management

This article discusses the different aspects of Toronto as a tourist destination, including its high season, language, and culture. It also explores the two organizations that promote the destination, the slogans used, and the strategies for destination marketing, such as building a compelling visual brand.

Running head: TOURISM AND HOTEL MANAGEMENT
Tourism and Hotel Management
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1. The four different aspects of the destination- Tourism seasonality, language and
culture
- Toronto is a city in Ontario, Canada. It is located in -79.42 longitude and 43.70
latitude and is situated at the elevation of 175 meters above the sea level (Kerrien et
al. 2011). It has a population of about 2,700,000 and hence, is the biggest city of
Ontario. The high season of tourism in Toronto is all summer long. It is in the month
of June to the mid-September, particularly in the month of July and august. Mostly,
people speak their in English and some of the other spoken languages in Toronto
include Russian, Persian, Italian, Portuguese, Tagalog, Spanish, Tamil and Chinese. It
is regarded to be one of the most multicultural cities in the globe. It is to note that
about half of the Toronto’s population is born outside of the country and there are
immigrants who come from a wide range of nations. It is an ethnically diverse city
(Berry 2013). Hence, this gives Toronto a dynamic personality as for being
represented by the various different cultures around the world. It is a city of festival
events, museums, sport activities and theatres.
2. Two business or organisations that market and promote the destination
- The two organisations that market and promote the destination of Canada include-
Tourism Toronto and PATA Canada Korea Tourism. Tourism Toronto is a privately
owned, non-profit agency. It has been designated as Regional Tourism Organisation 5
under the Ontario Ministry of Tourism, Sport and Culture (Wicker and Breuer 2013).
It is also known as Toronto Convention and Visitors Association. It basically focus on
selling and promoting the Toronto as one of the remarkable destinations for the
travellers and tourists to visit. On the other hand, PATA Canada Korea Tourism is a

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governmental tourism body for the promotion of international and domestic tourism
(Chen 2011).
3. The theme or slogan of the destination used in marketing the destination
- Slogan usually captures the attention of the common audiences and help in creating an
awareness of the product or service that are been offered. The slogan of Toronto that
is been used while marketing are many. Different organisations promote the
destination by making use of different slogans. Some of them include:
“Toronto: Picture it your way.”
“Toronto” You Belong Here.”
“It’s time for a little TO.”
“Toronto: Canada’s Business Address.”
“Leading Today for Tomorrow”
“Toronto: City within a Park”
“North Bay: “Gateway of the North”
“Toronto: Canada’s most beautiful city”
“Once discovered Never Forgotten”
“Toronto: A good place to work, a nice place to live!”
“Toronto: The Exciting City”
4. One strategy and investment that they use for destination marketing
- One of the strategy and investment that Canada is using for the destination marketing
of Toronto is of building a compelling and memorable visual brand (Goldberg-Miller
2015). They are collaborating their contacts, teams and the hired experts for mapping
out the design of the websites, the fonts that are to be used, and the photos they put on

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their website homepage as well as the overall brand upon which they contribute. They
make their visual content and information marketing in a way that reflect the
characters and the aesthetics of the destination. Thus, making it compelling and worth
remembering for the visitors. They infuse each and everything they do into their
website, making it easy for the viewers to make an in-depth idea of the destination.
Through their websites they also assist the viewers to make online bookings for the
local tours, attractions and activities. It is also to note that they have had an increase
of around 40% of visitors in the destination by opening up of online bookings.

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References:
Berry, J.W., 2013. Research on multiculturalism in Canada. International Journal of
Intercultural Relations, 37(6), pp.663-675.
Chen, R.J., 2011. Impacts of international tourism on economies in the Asia-Pacific region:
Opportunities and challenges. Tourism Analysis, 16(4), pp.499-503.
Goldberg-Miller, S., 2015. Creative Toronto: Harnessing the Economic Development Power
of Arts & Culture. Artivate: A Journal of Entrepreneurship in the Arts, 4(1), pp.25-48.
Kerrien, S., Aranda, B., Breuza, L., Bridge, A., Broackes-Carter, F., Chen, C., Duesbury, M.,
Dumousseau, M., Feuermann, M., Hinz, U. and Jandrasits, C., 2011. The IntAct molecular
interaction database in 2012. Nucleic acids research, 40(D1), pp.D841-D846.
Wicker, P. and Breuer, C., 2013. Exploring the critical determinants of organisational
problems using data mining techniques: evidence from non-profit sports clubs in
Germany. Managing Leisure, 18(2), pp.118-134.