Tourist Attraction in London: SWOT Analysis, Expansion Strategies

This report discusses the concept of tourist attraction and focuses on the tourist attractions in London. It explains the importance of using SWOT analysis to analyze the tourism sector and provides a detailed summary of the internal and external factors affecting tourist attractions. Additionally, it evaluates the possibility of future expansion and suggests strategies for attracting more tourists to London.

Tourist attraction From
London

Table of Contents
INTRODUCTION...........................................................................................................................1
What is tourism attraction ..........................................................................................................1
Why SWOT is relevant and valid tool for analysing a Tourism attraction.................................2
SWOT of tourist attraction..........................................................................................................3
To evaluate the possibility for its expansion in the future..........................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Tourism attraction appeal the interest of diverse people to visit to a particular place or
destination spot in terms to build the overall experience of traveller. It comprises of interest place
which is highly preferred by tourist in terms to explore the natural beauty, historical place,
amusement park, museum and so on (Abdallah, Fletcher and Hannam, 2019). Generally the
motive behind travelling to particular place by national and international traveller is to maintain
the pleasure as well as develop interest level of people in terms to visit the place effectively.
This report cover topics like define the tourism attraction along with its essential features. Justify
the essence of using SWOT analysis in terms to analyse the tourism attraction. Offer detail
summary about internal and external factors of tourism attraction through SWOT analysis.
Further, evaluate the expansion strategy that can be utilised by tourism sector in near future.
What is tourism attraction
Tourism attraction is a significant part of hospitality industry that basically include
places, event, people, object and things whose objective is to gaze the attraction of tourism in
terms to travel the destinations. It basically involve historical places, museum, art gallery,
festivals, theme part, wildlife and many more which appeal the interest of traveller. It is vital for
diverse countries to focus on the infrastructure, transportation as well as accommodation
facilities in order to attract the national and international tourism. This helps the home market to
gain foreign current by widening up employment opportunity. In relation to London country is
recognised as one of the tourism places that attract millions and millions of visitors for its
tourism destination spots. The local authorities of country constantly focuses to maintain the
popularity of country by maintaining the infrastructure of overall destination including museum
and church. During the whole tenure of stay traveller explicitly enjoy their stay by exploring to
various destination leads to memorable journey. Some of the tourism spots include Tower of
London, Victoria and Albert museum which is the heritage building involves visitors that remain
curious to know the history of country. Piccadilly Circus and Trafalgar Square is other tourist
spot which engages high tourism rate due to its entertainment spots which include shops,
theatres, pubs and restaurant (Inglesby, 2017).
Feature of tourism attraction
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There are diverse features or characteristics of tourism which help to build up the
desirable experience of traveller by effectively exploring the destinations. Application of features
which impact the tourism rate of London country are effectively listed below:
Intangibility: As the tourism sector is immensely dependent on the delivery of services
which can be felt and experienced by customer. So on the basis of basic amenities or facilities in
the destination spots, appearance of hotel and guidance from local resident helps in maintaining
the tourism attraction. It is basically the responsibility of government as well as travel and
tourism companies to maintain the desirable experience of visitor and recommend other as well
in terms to explore the places effectively (Jovicic, 2019). .
Seasonality of demand: The demand of tourism to visit particular places constantly
fluctuate on the basis of peak and off season. Like, most of the spouse along with their children
travel during the time of vacations based on which companies constantly charges fares of aircraft
and hotel. Similarly, during off-season the prices of tourism services for London country
decrease in order to attract the traveller in their favourable destination places.
Availability of tourism spots: Countries like London that involves various tourism spots
like Buckingham Palace, Big Ben and parliament, national gallery, Trafalgar Square, the two
tates and many more attract the interest of different target audience. This help to successfully
build the interest of visitor due to which they more likely prefer to spend their vacations in
London.
Why SWOT is relevant and valid tool for analysing a Tourism attraction
SWOT analysis to analyse tourism attraction
SWOT analysis is considered as the widely used methods used to examine the internal
factor which involve strength, weakness as well as external factor including threat and
opportunity. This tool is favourable used by almost all companies as well as diverse sectors in
terms to examine external factor and carry out functioning systematically in terms to attain the
overall goals and objective. According to the Brian Hill 2019, SWOT analysis helps to
participate in overall planning of operational activities which compels the firm to prepare
strategy in terms to generate maximum revenue and overall profitability (Kovačić and Milošević,
2016). To maintain tourism attraction SWOT analysis help the sector to make efficient utilisation
of resources in order to discover sustainable methods to attract the international guest. This helps
to tap the opportunities by dealing with risk in order to suitably improve the business operations.
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Along with that this lead tourism sector of London to overcome the weakness associated with
tourism attraction like road blockage, improper infrastructure and transportation issue. All these
problems are systemically handled in terms to attract the tourism and appeal them to post their
favourable review through various digital marketing tools like website.
Rationale for using SWOT tool in tourism attraction
Tourism sector is considered as a major source of revenue for various countries as it leads
to foreign exchange and generate employment opportunity for local residence in terms to
effectively deliver the goods as well as services. SWOT analysis comprises of internal and
external environment that helps the company to support overall decision effectively by
developing strategies for sustainable tourism development. Moreover, the main advantage
associate with using SWOT analysis is that it helps to identify the complex situation based on
which the internal manager of company incorporate the strategy in order to maintain the smooth
functioning. This prevails the firm to maximise their strength which leads to gain the advantage
of core competencies by overpowering competitive pressure and capitalise external market
opportunity significantly. Therefore, this led the overall sector or single business unit to regularly
improve the operation of business by taking advise from business adviser or external consultant
in terms to carry out the operation's significantly.
SWOT of tourist attraction
London is one of best leading tourist destination and the city is home which is become
array of tourist attractions. This city is attracted about 20.42 million foreign arrivals in the year
of 2018, making it one of the world's most visited in regard of international visits. It welcome
about additional 27.8 million overnighting domestic tourists in 2017 and had 280 million day
trippers in 2015 (Mustelier-Puig, Anjum and Ming, 2018). There are conducting SWOT analysis
of tourist attraction in London to identify its strength, weakness, opportunity and threat such as:
Strength: There are discussed the strength of London destination that become reason of
attraction of tourist. There are defined some strength of tourist attraction in London:
 The main strength of tourist attraction is different places of London that attracts them to
visit that places like Buckingham palace and the changing of the guard, big ben and
parliament, Piccadilly circus and Trafalgar square, national gallery, The British Museum,
The Victoria and Albert Museum, The tower of London and Tower Bridge and many
others where people like in London as per the attraction basis.
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 Tate Modern is the most visited attraction in UK which is attracting 5.87 million arrivals
in 2018. It was closely following by the British Museum with 5.83 million visitors.
 High standard of education: In London most of people highly educated so they direct
easily for particular place and existing educational standards in good quality. Along with
despite further teaching being comparatively costly. So mostly people prefer this London
for higher education.
 Political stability: The political condition of London is remain stable so people easily
arrive in London with particular reason. They are setting flexible rules & regulations in
regard of tourist. That's why it become tourist attraction place.
Weakness:
 Poor transport: The London city is famous for the transport system mainly in industrial
areas. This is some point where get effective outcomes of a high population and different
industries but still acts a weakness.
 Suboptimal Innovation: When London is compare with another successful country so it is
finding that some areas in Central London is undeveloped that become weakness and
poor level of innovation. It trails other countries in creation and production procedure.
 Significant internal wealth Disparity: In present time United Kingdom has a growing
disparity that impact on the London and influence of its poorer and more wealthy
persons.
Opportunity: These are the potential ventures that would be chased for any type of advantages,
financial and otherwise. There is identified those factors that helps in tourist attraction such as:
 New Trade partners: There are providing effective opportunity to deal with people and
start own business that helps in economic growth in direct manner.
 Migrant education: The present population has impact in significant manner in order to
first segmentation of migrants where face lack of skills field. London develop more
intelligent people with good education (SWOT Analysis, 2020).
Threat: It is a final factor of SWOT analysis which is opposite of opportunities and
known as possible negative forces. There are defined different threats of tourism attraction:
 Competitive: Most of the countries are working hard for the improvement in order to
increase tourism attraction. When it happens so directly impact on the market condition
and increase competition with other countries.
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 Financial crisis: Like other countries, London is mainly focused on this threat of a
financial crisis that could be initiation by events crosswise by events all over the world.
To evaluate the possibility for its expansion in the future
To increase tourism attraction in London require to apply different strategies that helps to
expansion in future positive manner. To expand at large level require to Overcome from the
weakness that present negativity of London. So for this prepare different types of strategy and
reduce cost of transportation. It impact in positive manner and tourist satisfy with taxi charges.
Along with provide effective offers to people in order to attract for the London and provide
flexibility in check in and check out at the airport. Provide specific bus for London travelling that
provide facility to travel on specific places which is famous in London (Shen, Deng and Gao,
2016).
To increase possibility provide low cost hotels where people easy stay for long time and
enjoy their vacation properly. It is also required to prepare future plans for attract them and keep
clean and beauty of nature that influence them to arrive in London.
CONCLUSION
As per the above report it has been analysed that tourist attraction is particular place
which attract them for visiting. The main reason is to acquire the attention of customer for the
particular places. There are analysed the SWOT analysis for London where wants to attracts
people. It is strategic management tool that helps to identify internal factors that impact on the
tourism industry in direct and indirect manner. Through SWOT identify threat financial crisis,
strength is higher education standard.
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REFERENCES
Books and Journals
Abdallah, A., Fletcher, T. and Hannam, K., 2019. Lebanese food,‘Lebaneseness’ and the
Lebanese diaspora in London. Hospitality & Society. 9(2). pp.145-160.
Inglesby, R., 2017. ‘Let us Sin with Salvin’: Architecture and Authority at the Tower of London,
1896–1905. Architectural History. 60. pp.243-275.
Jovicic, D. Z., 2019. From the traditional understanding of tourism destination to the smart
tourism destination. Current Issues in Tourism. 22(3). pp.276-282.
Kovačić, M. and Milošević, T., 2016. Interdependence of transport and tourism. Pomorski
zbornik. 52(1). pp.99-111.
Mustelier-Puig, L. C., Anjum, A. and Ming, X., 2018. Interaction quality and satisfaction: An
empirical study of international tourists when buying Shanghai tourist attraction
services. Cogent Business & Management. 5(1). p.1470890.
Shen, J., Deng, C. and Gao, X., 2016. Attraction recommendation: Towards personalized tourism
via collective intelligence. Neurocomputing. 173. pp.789-798.
Online
Why Perform a SWOT Analysis?. 2019. [Online]. Available through:
<https://smallbusiness.chron.com/perform-swot-analysis-5050.html>
SWOT Analysis. 2020. [Online]. Available through:
<https://pestleanalysis.com/swot-analysis-of-the-uk/.>
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