Exploring the Allure of a Destination

The assignment content discusses the attractiveness of a tourist destination, including its key attractive places and heritage features that help attract market customers. The destination also measures economic, social, and cultural features that appeal to visitors. The content references various studies and research papers on topics such as tourist perceived value, destination image, and visitor satisfaction.

Tourist Destinations

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK 1 UNDERSTAND THE SCOPE OF KEY UK AND WORLWIDE TOURIST
DESTINATIONS.............................................................................................................................4
1.1 Analyse the main tourist destinations and generators of the world in terms of visitor
numbers and income generations.................................................................................................4
1.2 Analysing statistics to determine trends and predicting future trends in tourism destinations
......................................................................................................................................................7
TASK 2 THE CULTURAL, SOCIAL AND PHYSICAL FEATURES OF TOURIST
DESTINATIONS.............................................................................................................................9
2.1 Cultural, social and physical features of worldwide tourist destinations and their appeal to
tourists..........................................................................................................................................9
2.2 Comparison of features of the two tourism destinations.....................................................11
TASK 3 THE CHARACTERISTICS OF DESTINATIONS AFFECT THEIR APPEAL TO
TOURISTS....................................................................................................................................12
3.1 Comparing the appeal of current leading tourist destination with that of currently
developing one...........................................................................................................................12
3.2 Evaluating how the characteristics of a tourist destination affect its appeal.......................14
TASK 4 ISSUES LIKELY TO AFFECT THE POPULARITY OF TOURIST DESTINATIONS
........................................................................................................................................................15
4.1 Analysing issues that affect the popularity of destinations..................................................15
4.2 Potential for responsible tourism.........................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Tourist destination is a place of attraction or interest where tourists are likely to visit for
many reasons to the country such as escape, explore, leisure and adventure. Therefore,
government are now on investing on main tourist destination of their country so that, they can
attract worldwide customers and enhance revenue. Now days, it is essential for each and every
country to have tourist destination management. It is a procedure through the help of which this
sector renders wide knowledge and information regarding different tourist destinations. In the
present study, it focuses on the key scope of UK and worldwide tourist destinations ( Prayag and
Ryan, 2011). Further, the report focuses on different cultural, social and physical features of the
tourist destination that helps in appealing to number of visitors from all around the globe. Also,
the study helps in understanding the varied ways through which characteristics of the tourist
destination will affect their appeal to attract tourists from worldwide. At the end, different issues
have been addressed which affect the popularity of the tourist destination.
TASK 1 UNDERSTAND THE SCOPE OF KEY UK AND WORLWIDE
TOURIST DESTINATIONS
1.1 Analyse the main tourist destinations and generators of the world in terms of visitor numbers
and income generations
Tourists like to travel the destinations which possess attractive features like diversified
heritage, wide range of flora and fauna, world heritage sites etc. However, in order to analyse the
tourist destination in UK and Italy, there are varied aspects that scholar has to focus. Following
destinations undertaken are as follows-
 UK- UK is one of the best tourist destinations which attracts wide range of tourists all
over the world and generates high revenue. It has been stated that, every year UK
expected around 30 million visitors and most of them visit London. It is the main tourist
destination as per the revenues are concerned. However, as per the report of UK travel
and tourism department, London is one of the popular cities that generate high revenues.
It has various tourist attraction places which help in attracting large number of visitors all
around the globe (Lohmann, Albers and Pavlovich, 2009). In the year 2012, London has
attracted 15.5 million international travellers. While, in the year 2013, the number

increased to 16.8 million which clearly showcases the popularity of the tourist attraction.
Furthermore, in the year 2012 London generated revenue from tourism industry that was
around £15.7 billion. However, city provides varied category services to visitors in order
to deliver quality services and enhance customer experience that helps them to spend
high money. Italy- Italy is considered as one of the best tourist spot which attracts wide range of
tourists all over the world. In 2013 more than 47.7 million tourists visited the country and
it became the fifth most visited country in the world. However, travellers mainly visit
country because of its rich art, history, fashion and culture etc. The international tourism
spent in Italy in 2013 was 33.3 billion Euros while in 2012 it was 32.6 billion Euros
(Ferreira Custódio, 2014).
10 Tourist destination of UK-
Main tourist
attraction
Number of
visitors in
2013
Number of
visitors in
2012
Amount
spend in
2013
Amount
spend in
2012
Kind of
visitor
1 British Museum 6701036 5575946 Free Free Cultural and
historical
2 Tate Britain 1378272 1534781 Free Free Cultural and
historical
3 St Paul's
Cathedral
2138130 1789974 34210080 28639584 Religious
and
historical
4 Tower of
London
2894698 2444296 56446611 47663772 Historical
5 London Zoo 1294483 974433 32362975 24360825 Discovery
and
adventures
6 Nottingham 196576 192367 2948640 2885505 Cultural and

Castle historical
7 Cambridge
University
Botanic Garden
222641 199135 1991846 896107 Relax
8 Shakespeare's
Birthplace
403045 386465 4030450 3864659 Historical
9 Leeds City
Museum
321529 268352 Free Free Historical
10 Stonehenge 1241126 1043756 9929008 8350048 Historical
10 Tourist destination of Italy-
Main tourist
attraction
Number of
visitors in
2013
Number of
visitors in
2012
Amount of
cash
generated
2013 (in
Euros)
Amount of
cash
generated
2012 (In
Euros)
Kind of
visitor
1 Colosseum
8441260 8558700
100194690.
6 95200000 Historical
2 St. Peter's
Basilica
6541300 6758700 298320000 300160000
Historical
and
religious
3 Grand Canal
Venice 13571400 13587700
11397145.8
9 107100000
Adventure
4 Leaning Tower
of Pisa 2943412 3044200
37231187.8
4 36781360
Historical

5 Florence
Cathedral 12661400 12798700 343918848 346793216
Historical
6 Vatican Museum
1741400 2378700 66066000 85747200
Historical
and art lover
7 Milan Cathedral 1621400 1758700 641580000 648256000 Historical
8 Teatro alla Scala 1421400 1558700 29700000 30240000 Art lover
9 Sistine Chapel
Apostolic Palace 1378600 1498700
56482301.1
6
53666667.0
4
Historical
10 Pantheon
778600 798700
16158849.4
2
15353332.9
6
Historical
Thus, it can be stated that both the identified tourist destinations helps in attracting varied
travellers and enhances the revenue of the country. By providing luxurious facilities to the
tourists country can attain desired goals of becoming number one in attracting visitors.
1.2 Analysing statistics to determine trends and predicting future trends in tourism destinations
It can be stated that, trends in tourism refers to the general tendency or behaviour of
visitors to the particular country. Moreover, it assists in analysing the recent trends that are taken
place by the demands of consumers in the travel and tourism industry. Further trends also
highlights in involving the development of destinations so that, individual can get attracted and
generate high revenues for the local artisans and craftsman (Cracolici and Nijkamp, 2009).

(Source: London welcomes more tourists than ever before, 2014)
From the above statistical information it can be inferred that, tourists are attracted
towards London because of its luxurious lifestyle. Furthermore, from the above statistical data it
can be inculcated that, as the years are passing number of people visiting UK are enhancing from
all around the globe. Thus in relation to this, spending power of consumers is also increasing
which is helping UK tourism sector to generate high revenue. While, in Italy it can be observed
that, number of visitors is growing because of its ancient culture and historic beauty. However, in
2013 more than 47.7 million tourists visited the country and have assisted in becoming the fifth
most visited country in the world (Chi and Qu, 2008). In addition to it, reasons behind
prominence of United Kingdom is the church, culture, museums and varied other historical
building. Same is the scenario with Italy that helps them in gaining attention from varied
customers. Top places of UK are British Museum, Tate Britain and St. Paul's Cathedral that
motivates customers from distinct places. On the other hand, top places of Italy are Colosseum,
St. Peter's Basilica and Grand Canal Venice. However, UK is gaining more tourist due its
prominent name from the past and also due to high amount of development as compared to Italy.
Illustration 1: Visitors to London over last ten years

TASK 2 THE CULTURAL, SOCIAL AND PHYSICAL FEATURES OF
TOURIST DESTINATIONS
2.1 Cultural, social and physical features of worldwide tourist destinations and their appeal to
tourists
The most important aspect of tourist destinations is that it includes varied features and
characteristics to attract individual as well as provide them long lasting memories. However, the
characteristics can be categorise into cultural, social and physical features. The cultural factors
involve the culture, religion, norms and conditions as per the destination. While, social
characteristics are associated with environmental factors that attracts nature lovers from
worldwide (Bajs, 2015). The physical features can be stated as the factors that are responsible for
the development of tourist destination. The cultural, social and physical features of two countries
have been undertaken are of UK and Italy.
London Destination features-
Characteristics Appeal to tourists
Cultural The London destination characteristics include huge cultural and heritage
resources such as museums, monuments and historic and ancient structure etc.
For instance, the Buckingham Palace, Windsor Castle etc. helps in appealing
the visitors to visit the place. However, the beauty and structure of museums
attracts large number of visitors. In this context, V&S Museum, Science
Museum and other related are well known for their articles (Chen, Shang and
Li, 2014). It results in gaining popularity of different heritage places among
clients.
Social The social features of London tourist destination involve different social
groups like national, regional. Therefore, they possess different needs and
wants of clients or travellers, local and national government policies etc.
However, the effectual social factors in the tourist destination will result in
appealing the large number of clients (George and Mawby, 2015). The
government policies and regulation is crucial for creating sustainability. It
also helps in providing luxury experience to visitors. However, government

policy is not liberal and due to this, travellers shifted to other places of
Europe.
Physical The destination also possess broad physical characteristics in terms of
beaches, mountains etc. that is crucial for rendering high appeal among clients
to visit the place. Famous mountains of UK includes Scafell Pike, Ben Nevis,
Ben Macdui and other related.
Italy Destination features-
Characteristics Appeal to tourists
Cultural There are various Italian culture elements that attract tourists such as art,
music, fashion and iconic food. Also, Italy was the birthplace of Opera.
The Ballet dance was originally founded in Italy and thus it attracts varied
number of tourists from all around the globe (Haddad and Teixeira, 2015).
Italy is famous for the culture of making authentic Pizza and it attracts
visitors from globe to taste pizza of different types.
Physical The physical elements that attract consumers are its beautiful coastline
and beaches, mountains and priceless ancient monuments. Italy also
constituents of different World Heritage Sites than any other country in
the globe (Lamers, Nthiga and van Wijk, 2014). Famous physical places
of Italy includes Lake Como, Leaning Tower of Pisa, Colosseum,
Florence Cathedral and others. This act as a destination that gains the
attention of customers from different places.
Social The social characteristics of Italy are quite attractive for tourists. The
region is also famous for its tough laws and regulations which might act as
a negative impact on the visitors of the country. Italian government is
much more protective over their culture and tradition to attract visitors
from all around the globe. In this context, government has streamlined the
guide activity so that visitors get proper information regarding different

destinations.
2.2 Comparison of features of the two tourism destinations
Travel and tourism industry is stated as beneficial for the country from the economic and
revenue generation point of view. It assists in providing leisure and luxurious facilities to
travellers from all around the globe. There are varied features of the tourist destinations that will
directly affect the tourism in the country. It includes economic, cultural factors, accessibility to
the destination and varied attractive tourist destination spots etc. to appeal clients in order to visit
the place. Here, two destinations are considered that involves one as the leading destination in
the world and other is being considered as the developing destination that helps in contributing
effectively in the economy of the country and generate high revenue (Lee, Lee and Lee, 2014).
London as a leading tourist destination- London is being considered as the top tourist destination
because it is highly preferred by the visitors from all around the globe. It is quite popular for
their cultural places such as museums, ancient churches etc. that appeal to visitors from different
places. On the other hand, climate of London is also suitable that mainly attract the clients to
visit the place. London has famous places like Big Eye, London Tower, Museums like V&A,
Buckingham palace and related. These places aid in attracting visitors and give London an edge
over other destinations.
Italy as a developing destination- While, the new developing destination in the world is Italy
because of its ancient culture and history that involves world class museum and also have
mountains, beaches etc. (Meshack and Datta, 2015). Italy also has famous places like Leaning
Tower of Pisa and Colosseum but still it is struggling to get as much amount of travellers as
London. Therefore, it act as a developing nation.
Following is the comparison among the leading and developing tourist destination are as
follows-
Leading destination- London Developing destination- Italy
London, UK is being considered as the world
famous destination that helps in generating
high income by attracting large number of
On the other hand, Italy is considered as place
of mountains, beaches and thus it is a
developing destination in order to appeal

tourists. clients.
The culture of London is that it involves
characteristics of rich heritage such as art,
sculpture, museums and palaces etc. (Hede and
Kellett, 2011).
While, the cultural history of Italy is different
that involves art, culture, fashion and iconic
food. Opera music was founded in Italy.
The physical features of London involve
Brighton, Seaford Bay Beaches, and mountains
etc. that act as the centre of attraction for the
visitors to visit the London.
Further, the physical characteristics of Italy are
totally different from London. It involves
different world heritage sites than any other
country (Theodosiou and Katsikea, 2012).
Thus, it can be articulated that there are numerous differences among both these
countries. However, travel and tourism industry of both the destinations are making efforts in
order to attract large number of customers and earn high revenues.
TASK 3 THE CHARACTERISTICS OF DESTINATIONS AFFECT THEIR
APPEAL TO TOURISTS
3.1 Comparing the appeal of current leading tourist destination with that of currently developing
one
In regard to travel and tourism, appeal can be stated as the power of destination to
develop the interests of the consumers and attract them to visit the place. However, travellers
visit the country because it appeal to clients about their specific needs and wants. Thus, Thomas
Cook is required to analyse the different aspects that appeal of a tourist destination such as
culture, tradition, religion, lifestyle, natural beauty etc. The appeal of a currently leading tourist
destination such as London can be compared to a developing destination such as Italy (Shafii-
Muhammad and Usman, 2010). There are varied positive and negative features that appeal to
tourists in the following way-
Features London Italy
Weather The weather of London is very
suitable and thus it attracts varied
While, in Italy is very hot and
makes an uncomfortable

visitors from all around the globe. experience for tourists.
Currency appreciation London is a bit expensive for the
tourists in terms of food,
entertainment and attraction (London
welcomes more tourists than ever
before, 2014).
On the other hand, fluctuations
in currency rates make Italy
more expensive country.
Infrastructure However, the infrastructure of London
is highly developed, yet tourists faces
many problems related to traffic etc.
Italy is very sophisticated
place and thus poses many
problems for the tourists.
Political features There is high political stability in
London, UK. Thus it provides benefits
to country.
Political stability of Italy
contributes to the economic
and cultural development in
the country (Prayag and Ryan,
2011).
Quality of life People of London carry high quality
of life as compared to other people.
They enjoy a high standard of living
and spend huge amount on
recreational and entertainment
purposes.
While, people of Italy are
growing their standard of
living and thus enhances the
living standard of people.
Travel and shopping The marketplace, shops, shopping
centres open all around the clock.
Thus it causes great convenience to
clients to visit the market and carry
out shopping (Lohmann, Albers and
Pavlovich, 2009).
In Italy as the tourism market
is growing thus it does not
opens the shop fairly late in
the evening.

It can be inferred from the above research that Thomas Cook is required to involve varied
positive and negative factors that appeal to tourists. Thus, business needs to use such points in
order to attract visitors towards the place.
3.2 Evaluating how the characteristics of a tourist destination affect its appeal
The different features of tourist destination that affects its appeal in many ways. Thus it
can be stated for the two countries stated below are as follows-
The following characteristics that affect the appeal of UK and Italy are as follows- Economic characteristics- The tourist destinations should be effectual in order to fulfil
the economic features like the cities in the tourists destination should be effective in
featuring the economic growth and development by providing luxury and leisure services
to their international traveller's. The destination also provides different products as per
the need of visitors that helps in fulfilling the economic growth of the country (Ferreira
Custódio, 2014). In this regard, London offer well equipped accommodation and number
of options in restaurant that certainly meet the needs of customers and hence it aids in
increasing the inbound tourist. Through proper infrastructure facility within the context of
tourism in London aids in satisfying the needs of visitors and hence it appeals them. Physical characteristic- It involves the tourist destination that it should provide proper
infrastructure facilities, water and transportation facilities to their tourists so that they
should be satisfied by the destination. However, as the visitor visits the Manchester a city
located near the London provide effectual transport facilities so that they should easily
visit the nearby places with proper transportation facilities. Further, proper connectivity
through rail and road aids tourist in visiting different places of UK. This appeals them to
visits their and develop tourist package for different cities. Social characteristics- It should be measured in the tourist destination as it mainly
impacts on attracting the clients to visit the place. However, if the destination features the
high level of poverty, diseases and low literacy level etc. that will lead to affect the
popularity of the tourist destination. Further, if all the characteristics are managed
properly in the destination then it will positively appeal the good brand image among the
visitors so that it will attract or appeal them in visiting such country. Also, it helps in

generating high level of revenue in the country (Cracolici and Nijkamp, 2009). It is
found that living standard of London and surrounding cities are high that certainly
appeals visitors to visits the place again and again. Contrary to this, living standard in
India is low and this is one of the factor that affecting tourism rate in this country.
 Political characteristics- It involves the form of government authorities in the
destination, corruption, international connection etc. Further, the political characteristics
also help the tourist destinations in affecting their appeal. The democratic government in
the tourist destination will frame the rigid regulation and laws for the domestic visitors as
well as international visitors. Therefore, the rigid laws and regulations sometimes act as
the negative for the international tourism and it leads to minimize the rate of international
visitors in the selected destination (Chi and Qu, 2008).
TASK 4 ISSUES LIKELY TO AFFECT THE POPULARITY OF TOURIST
DESTINATIONS
4.1 Analysing issues that affect the popularity of destinations
There are different issues and problems that will directly impact the tourist destination in
the form of loss of the lives of individual, loss of heritage property, destruction etc. The certain
issues are change in the climate, natural disasters, global warming etc. are all the main issues that
mainly affect the popularity of the tourist destination in the market and thus it decreases in the
number of visitors in the country. It is evident that India and Nepal witnessed low inbound
tourist due to natural calamities and destruction of monuments. From this, losses to local
economy are also attained and hence it affected the GDP rate as well. However, the main issue
that affect the popularity of London destination involves natural disaster. It has negative impact
in the destination and on the tourism. Because of natural disasters traveller's are not able to visit
the place because of fear of their lives. While, the negative effect of popularity of Italy is that
attack of terrorist on the country affects the destination popularity (Bajs, 2015). In addition to it,
terrorist attack on Taj Mumbai in 2008 is one of the incident that declined the tourism rate to this
country for some time period. Also, it spoiled the image of country as well as this attack has
taken life of tourist as well. Beside this, activity of misbehave with tourist in Spain is another

issue that affects the popular of destination. In recent years, cases of mugging increases and this
has certainly affected the popularity of it.
4.2 Potential for responsible tourism
Responsible tourism also helps in improving the economy of the destination that will
ultimately result in improving and preserving the natural resources, heritage or other tourist
attractions so that country can be developed. The advantages of responsible tourism for Italy are
as follows-
 It helps in benefiting the economy of the Italy from which local people can raise their
standard of living. It also helps in continuous development of their ancient heritage cites,
palaces, museums etc (Chen, Shang and Li, 2014). Also, responsible tourism will help
Italy in spreading the message of sustainability and environment that will aids in
enhancing the concept of eco tourism as well. From this, footprint of visitors gets
increased and hence employment to local economy will attain.
 The potential responsible tourism also results in conserving the nature. It helps the people
of Italy in educating the visitors to safeguard the flora and fauna of the country.
Developing eco tourism in the country helps in protecting the natural environment of
selected destination. In addition to it, this approach will help in opening different types
of Wildlife and Natural Park which will further flourish the tourism in within Italy. From
this, diversified tourism activity can be offered by the country that will cater the attention
of different types of tourist.
CONCLUSION
From the above study it can be articulated that each and every country have different
tourist destination management as it helps in rendering varied information and knowledge to
traveller's regarding different tourist regions. Now a days people like to travel the destination so
that they can explore and have experience of visiting different country. The destination
undertaken includes key attractive places, heritage for the destination that helps in attracting the
market customers. The destination also measure the economic, social and cultural features that
helps in appealing visitors.

REFERENCES
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