Marketing Strategies for Douro Valley Tourism

This assignment delves into the marketing strategies for enhancing tourism in Portugal's Douro Valley, focusing on the influence of brand, events, and destination image on tourist loyalty. It draws from several academic sources such as Fernández (2015), Giraldi & Cesareo (2017), Hong & Lee (2015), and more, providing a comprehensive understanding of the subject matter.

TOURIST DESTINATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Tourist destination in all over the world...............................................................................1
1.2 Statistics in tourism for future trends and prediction............................................................5
TASK 2............................................................................................................................................6
2.1 Features for different tourist destination...............................................................................6
2.2 Comparison of the feature of tourist destination ..................................................................7
TASK 3............................................................................................................................................9
3.1 Current leading tourist destination with developing tourist destination...............................9
3.2 Evaluate effect of the characteristic ...................................................................................10
TASK 4..........................................................................................................................................11
4.1 Issue affect to popularity of tourist ....................................................................................11
4.2 Potential for responsible tourism .......................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Tourism activities are effective elements that enhance growth and income of the
particular nation through targeting many people in it. With this regard, there are several
international and global industry deals to develop their market in systematic manner. Further, it
enhances employment opportunities for the particular country to increase their income and living
of standard of people (Alcázar, Piñero and Maya, 2014). In this context, present report based on
the TUI group which is the travelling enterprise which arrange different types of tour. They are
dealing in different areas of the world to develop their profits and revenue. In this aspect, the
company deals with more than 1600 agencies to serve their services for 18 million people. They
are providing tour for the different regions for ascertain more profits and revenue at workplace.
For gaining insight knowledge of the business, the present report covers different areas of the
tourist destination where business deals. Furthermore, it includes different kinds of feature which
impact on the functions and operations of the company.
TASK 1
1.1 Tourist destination in all over the world
In respect to attract several customers, in different areas of the world the organisation
providing services to develop effective results. In this context, country will be popular towards
particular destination and outcomes. There are different areas exists such as Malaysia, Thailand,
Europe, Latin America, etc. There are mainly five tourist destinations has been placed from
France, USA, Spain, China and Italy. In the present research, it has been assessed that France is
the best nation in which maximum number of visitors attracted for their personal work.
Approximately, there are more than 90 million customers travelling to visit the France.
In this aspect, Eiffel Tower is the effective place where more tourist come to visit. There
are almost 21 million customer come and choosing night visiting for their adventure activities. In
addition to this, they generate around 67 million revenue per year. Therefore, it makes high profit
and revenue to produce effective results in France. This destination is made with 8000 metallic
part. It possesses unique and gracefulness characteristic for attracting visitors.
EIFFEL tower
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In addition to this, next tourist destination design from USA in which the nation getting
more than 77 million customer every year. Therefore, it is the greatest attraction which almost
gaining 230 million income regularly. Mount Rushmore is the famous tourist attraction which is
development of the objectives. Visitors also admire through different persons (Giraldi and
Cesareo, 2017).
Mount Rushmore
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Illustration 1: Eiffel Tower
Source: (Alexander, 2017)

Further, in England there are different travellers exists which develop effective functions
and operations in the business. With this regard, there are several types of tourist attraction
places exist that make creative functions and operations to enhance profit. In this aspect, Tower
of London is the major attraction in England that around creates 200 million customer attraction
in the enterprise.
Tower of London
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Illustration 2: Mount Rushmore of USA
Source: (25 Top Tourist Attractions in the USA, 2017)
Illustration 3: Tower of London
Source: (Dearsley, 2017)

Moreover, there are many other destination exists that make creative results in the
enterprise that make creative functions and operations in the organisation. With this regard,
Spain is the third largest tourist destination that makes creative functions and operations in the
country to accomplish their objectives to customer attraction. In this aspect, there are more than
65 million revenue accomplish in the previous year that make creative functions in the
organisation (Ahn, Ekinci and Li, 2013).. In this context, Royal palace of Madrid is the famous
tourist place where different customer coming each year. It is located at mid area of the city so
that famous place in all over the market. There is official residence of Spanish Royal Family in
the city of Madrid.
Royal palace of Madrid
In the Europe there are also several attraction exists that make creative results and
outcomes in the country. With this regard, there are several tourism activities accomplish that
make creative results at workplace. In this nation, there are Colosseum Rome, Burj Khalifa in
Dubai are famous place which is listed for the best destination in different areas of the world.
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Illustration 4: Madrid Royal palace
Source: (Royal Palace (Palacio Real), 2017)

Different factors assist to attract several benefits in the organisation such as economic factor,
features, etc.
1.2 Statistics in tourism for future trends and prediction
In respect to make creative functions and operations, there are also several trends included
that make creative results in the country. In the UK market, there are several top most tourist
destination exists that assists to make creative results through predict for future trends for the
destinations. Travel and tourism destination also develops as per the industry experience has
different aspects for take place in the country (Alcázar, Piñero and Maya, 2014). Along with this,
there are several visiting places develops that are particular place and famous destination that are
seen in the destination. With this aspect, there are several recent trends determines at workplace:
Social media facilities: Social media facilitate development of the outcomes that make
creative development with continuous aspects in the business. With this regard, self travel
research developed for using different sites of the tourism. Along with this, engage in the travel
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Illustration 5: Burj Khalifa
Source: (160 stories about 160 storeys!, 2017)

agents also create more experience for the particular destination. It is effective recent trend of the
UK market (Llodrà-Riera, Martínez-Ruiz and Izquierdo-Yusta, 2015).
Deals with the discount and different offers: Tourism activities also determine effective
results through development of the objectives and goals. In this aspect, tourism operates for the
different developing special deal that make greater attention in the market. In addition to this,
there are many travellers exists that include their services for the booking at last time. Hence,
benefits creates as the most popular in the country.
Tourism with mobile: With the help of tourism mobile, there are many opportunities exist
that create effective functioning in the business unit. With this aspect, travel agents attract so
many customers for provide them different types of facilities in the business. In addition to this,
results also intend with effective strategy that are used for ascertain effective results in it.
Further, there are different kinds of destinations exists which assists to make sure that
country going very fast that make effective results in the country. Due to the fastest growing of
the industry, Chinese market is the another opportunities to develop profitability and overall
growth of the nation. In addition to this, adventure travelling is the main aspect in which tourism
activities gone very fast. Globalisation is the fewer barriers created impact on the travellers to
make more flexibility at workplace. Tourism industry taking more important part that assists to
take major part to focus on regional area of the development. The researcher finds many up and
down in graph between the periods of 2008 to 2012. It figures out that number of tourist has
grown 36% in 2010 as compared to previous period but after that the number of visitors is
continuously going down in 2011 and 2012 respectively -4% and - 4.53%. It also indicates that
by having an appropriate consideration of various standards of tourism development the sector
can boost its involvement in GDP development. Along with this, it has been noticed that
continuous development of tourism industry is also been boosted due to increase in international
guest. It has been noticed that by the end of year the number of international visitors to UK will
be extended by 1000000.
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TASK 2
2.1 Features for different tourist destination
In order to accomplish the goals and objectives, there are several opportunities exists in
TUI group. In this aspect, operations develop in two destinations such as China and Egypt. There
are following factors included that make creative results in the business:
Cultural features: In the several areas of the world, distinctive culture need to be
followed which is based on the organisation working environment. In this aspect, systematic
development needed at workplace of the nation which is based on the different elements such as
religion, language, culture, etc. Therefore, these elements highlighted to operate functions in new
areas that developed by TUI group. In this context, culture of the Egypt based on the unique and
stringently aspects that influence to the organisation. On the other hand, China also adopt there
different historical nature and culture that are followed in the market for business development.
Thus, history and background also depends on the historical value and nature.
Physical features: Within the Egypt, there are several kinds of the physical nature exists
that determines in different areas of the region. With this aspect, in market several areas exists
which the largest tourist destination in the nation (Ahn, Ekinci and Li, 2013).. For instance,
Eastern Desert, Nile Valley, etc. Beside this, in the China market, there are several mountains
and hill stations are exists that make effective attraction in the nation. In TUI group, tourist
destination assists to attract different customer as per their demand and requirement.
Social features: In the China market, society generally eating noodles and many other
Chinese dishes such as stable food. Therefore, the chosen business need to enter in market
through they can make concentration on food. In addition to this, in Egypt market healthy
vegetables determines as the important parameter which eaten by the country people. Therefore,
TUI group need to enter in market to carries several functions and operations to travel in
different areas of the world. Most of the employees are attracted and associated in different
sectors so that it assists to target young generation people (Llodrà-Riera, Martínez-Ruiz and
Izquierdo-Yusta, 2015).
In this world, globalisation is the main element that create effective functioning and
outcomes at workplace. Therefore, enhancing customer will be done from several tourist
attraction that make creative functions and operations in the business. In addition to this,
transportation and technology also determines important concept to offers different services in
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customer attraction. Local residents also gained positive advantages to enhance financial and
economic advantages. Further, TUI has effective advantages to grow tourism in the diminishing
threat of the enterprise. With the help of increasing facilities also preferred for tourist spot. In the
business advancement also taking through initiatives that grow operations for tourist
destinations.
2.2 Comparison of the feature of tourist destination
In respect to take comparison between Egypt and China, following elements can be
considered at workplace:
Basis Egypt China
Cultural In the Egypt, complex and
unique features exists that
assists to develop different
requirement of the features
that make effective results in
it. In this aspect, profits and
revenue will be increasing
through large base of
customers.
On the other hand, in China
historical culture also develops
that exists in TUI group and
create impact on the functions
and operations.
Social As per the food and vegetables
styles, mainly TUI group
determines their functions and
operations. Therefore, it
includes entertainment that are
established for the customer
requirement and choices (Ahn,
Ekinci and Li, 2013).
However, the citizens of Egypt
have great dependency over
other people.
On the other hand, in
China there are mainly noodles
also develops various types of
people so that TUI group can
easily attract customer in the
business. With this regard,
functions and operations
develops as per the customer
requirement. The citizens of
China are hardworking, honest
and highly disciplined. They
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show polite behavior for every
individual and manage similar
opinion for people of other
nations.
Physical feature Physical feature in this nation
also develops as per the basis
of Eastern Desert. With this
regard, several kinds of data
regulated in the country that
make creative functions and
operations at workplace. As
results, it enhances
profitability to attract several
people at workplace.
However, in the China
mountain and hilly areas
assists to TUI group that make
effective historical culture to
attract their customers. As
results, customer interest can
be identified for effective
functioning.
TASK 3
3.1 Current leading tourist destination with developing tourist destination
Covered in PPT
3.2 Evaluate effect of the characteristic
Covered in PPT
TASK 4
4.1 Issue affect to popularity of tourist
Popularity of the tourist destination depends on the several factors that assists to
encourage people for effective results. For instance, changes of the customer demand and
requirement create impact to gain long term goals and objectives that are developed for assess
preference of tourist destinations. Plan and objectives is the main issue that impact on the TUI
group operations. Therefore, company require enhance their plans to make effective results in the
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enterprise. For example, basic values, honesty, ethical standards, etc. elements create impact on
the functions and operations (Giraldi and Cesareo, 2017).
Further, it has been assessed that political instability also create major impact on the
chosen organisation operations and functions. Therefore, government has responsibilities to deal
with issues and creating effectiveness at workplace. Changes in the climate conditions also create
impact on the business when it is operating in the global areas of the world. In this context, TUI
group assists to develop preferences of tourists that relies on conditions. This is because, tourist
not go any areas where climate is very hot (Chiu, Chiu and Cheng, 2016). In addition to this, it
can be said that tourist destinations are considered as place various number of visitors belongs to
different culture and origin. If lifestyle of destination is not according to visitors perception and
need then it might affect the overall outcome in diverse manner. Along with this, it has been
noticed that government policies can also impact the development of destination so authorities
need to focus on such aspects properly.
It is generally avoided by the tourists that reduces preferences of the customers for
particular destination. Changes in the climate not control by human so that it has been developed
by particular destination as per the changes in climate. Natural disaster and tour plan also impact
on the earthquake, flood, etc. It creates negative impact on the economic development of the
nation (Llodrà-Riera, Martínez-Ruiz and Izquierdo-Yusta, 2015).
4.2 Potential for responsible tourism
TUI group has the largest responsibilities that make effective usage of resources for
developing effective outcomes and goals. With this regard, tourist destinations also taking proper
care for tourism heritage development in the nation. Further, the selected business unit develop
their importance for sustainable development of the country (Ahn, Ekinci and Li, 2013).
Therefore, it is very essential to take steps for further development program. Information also
teach towards the use of different resources that are used for ascertain effective results at
workplace. With the help of proper usage of resources, outcomes will be managed effectively at
workplace. Efficiency of the selected tour plan also ascertain that depends on the ability that are
grown for safety of tourists. Further, there are several enterprises exists that assists to solve issue
of travellers to make creative functions and operations (Alcázar, Piñero and Maya, 2014). In
addition to this, it can be said that authorities can investment of renovation activities so that more
tourist can be attracted by improving the experience level. Along with this, improvement in
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transportation facilities and other values is also essential to refer so that objective can be
accomplished. Infrastructure needs must be fulfilled according to tourism sector to boost
opportunities. In this context, changes need to bring in systematic way for attracting more people
in business. Hazards also reduces through enhancement of the ability and performances in
systematic way at workplace. Tourists are also satisfied with different kinds of services that
assists to solve business issues. In this aspect, responsibilities of the tourism enterprise also
develops continuously that included for ascertain effective functions. Responsibilities also
included ability which is important part for accomplish goals and objectives. In this way, rules
and regulations also develops with proper network in tourism industry (Chen and Phou, 2013).
CONCLUSION
From the above report, it can be concluded that, tourism sector determines several kinds
of the services which assists to make opportunities in the country. With this aspect, TUI group
has been taken in the present group which make proper functions and outcomes at workplace.
Furthermore, it summarized about the opportunities that are exists in front of the organisation to
enhance their outcomes in new areas of the world. Moreover, it assists to generate more income
for increasing standards in the business of tourists market. It explores several types of
development which assists to make proper functioning and outcomes in the nation. In addition to
this, it articulated about the profitability abilities which could be maintained through ascertain
part in different destinations.
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REFERENCES
Books and Journals
Tourist destination
Ahn, T., Ekinci, Y. and Li, G., 2013. Self-congruence, functional congruence, and destination
choice. Journal of Business Research, 66(6), pp.719-723.
Alcázar, M.D.C.H., Piñero, M.S. and Maya, S.R.D., 2014. The effect of user-generated content
on tourist behavior: the mediating role of destination image. Tourism & Management
Studies, 10(ESPECIAL), pp.158-164.
Chen, C.F. and Phou, S., 2013. A closer look at destination: Image, personality, relationship and
loyalty. Tourism management, 36, pp.269-278.
Chiu, W., Chiu, W. and Cheng, P.S.T., 2016. The influence of destination image and tourist
satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International
Journal of Culture, Tourism and Hospitality Research, 10(2), pp.223-234.
Correia, R.F. and Brito, C.M., 2014. Mutual influence between firms and tourist destination: a
case in the Douro Valley. International Review on Public and Nonprofit Marketing,
11(3), pp.209-228.
Fernández, J.A.F., 2015. The influence of brand and events on the formation of tourist
destination image: A contribution to the explanation of loyalty. European Journal of
Tourism Research, 11, p.158.
Giraldi, A. and Cesareo, L., 2017. Film marketing opportunities for the well-known tourist
destination. Place Branding and Public Diplomacy, 13(2), pp.107-118.
Hong, S.G. and Lee, H.M., 2015. Developing Gamcheon Cultural Village as a tourist destination
through co-creation. Service Business, 9(4), pp.749-769.
Kassean, H. and Gassita, R., 2013. Exploring tourists push and pull motivations to visit
Mauritius as a tourist destination. African Journal of Hospitality, Tourism and Leisure,
2(3), pp.1-13.
Llodrà-Riera, I., Martínez-Ruiz, M.P. and Izquierdo-Yusta, A., 2015. A multidimensional
analysis of the information sources construct and its relevance for destination image
formation. Tourism management, 48, pp.319-328.
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Martinez, E. and Nicolás, M.Á., 2014. The Construction of Tourist Space by Public
Administration and Institutional Communication: The Image of the Brand Andalucía as a
Tourist Destination. Journal of Promotion Management, 20(2), pp.181-199.
Ribeiro, V., Lopes, H. and Silva, S., 2016. The creation of a new tourist destination in low
density areas: the Boticas case. Journal of Spatial and Organizational Dynamics, 4,
pp.118-131.
Wood, J. and Walton, J.K. eds., 2016. The Making of a Cultural Landscape: The English Lake
District as Tourist Destination, 1750-2010. Routledge.
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