Tourism Destination Branding and Marketing

This assignment delves into the crucial aspects of branding and marketing in the context of tourism destinations. Students are tasked with analyzing various theoretical frameworks, concepts like brand equity and symbolic consumption, and real-world case studies to understand how destination branding influences visitor behavior and perceptions. The emphasis lies on evaluating different marketing strategies employed by tourism destinations and their effectiveness.

Tourist Destination

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analyse tourist destinations and generators of the world in term of visitors numbers.........1
1.2 Analyse the statistics which determine tourist destination and future trends.......................2
TASK 2............................................................................................................................................3
2.1 Analyse cultural, social and physical features of tourist destination....................................3
2.2 Compare features of developing and leading tourist destination..........................................4
TASK 3............................................................................................................................................6
3.1 Appeal of current leading tourist destination which developing tourist destination.............6
3.2 Evaluate characteristic of tourist destination........................................................................7
TASK 4............................................................................................................................................8
4.1 Analyse issues that affects popular tourist destination.........................................................8
4.2 Potential responsibility of tourism which enhance host community at worldwide
destination...................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Travel and tourism plays and important role for developing economic growth. It provide
recognition and attention towards the specific sector. Travel and tourist adopt various tools and
techniques which assist in promoting services which attracts customers and other business
clients. Current research has been examined and analyse the whole scenario of tourism in major
of the developing and developed countries in last two or three years at same time period. The
main comparison regarding cultural, social and physical characteristic of famous tourist places
which are well developed in present time period (Bastida and Huan, 2014). Destination of tourist
became popular because they are provides various types of services to their customers and guest
who come for visit. The purpose of study is to examine social, physical and cultural factors
which affects on tourism role. This will state that changes impact on travel and tourism sector
belongs to different reasons where firm applied modification in the business operations.
TASK 1
1.1 Analyse tourist destinations and generators of the world in term of visitors numbers
Trip Advisor company is largest travel agency in the world with more than 315 million
members and around 500 million reviews and opinions of restaurants, hotel are connected with
them. Its headquarter is in Needham, Massachusetts. In last years, it is observed that UK people
living of standard is continuously improved and it will assist in developing these sectors in better
manner. In tourism sector, visitors have been increases because people are disbursement of more
money in getting services of travel and tourism. There are different and famous places where
visitors like to travel such as France, Italy and Spain. The increases in the number of travellers
with directly enhancing the level of income generating at same time. It will help in developing
more countries in effectively (Choo, Park and Petrick, 2011). As per researchers report, it can be
observed that in 2014 the large number of visitors are come in the country. In 2013, there are
approx. 31.3 million travellers who came in the country and this ratio is rapidly increased by
32.6 million in the year of 2014. Above data described that the UK is most popular place among
visitors.
It will help in serving more services to their users. For the above study, it is clear that
number of visitors in united kingdom are increased in comparison to China, Mexico and
Thailand. The level of revenue of country usually enhancing if an individual are spend more
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income and resources for using services of travel and tourism. It is analysed that UK earn more
amount in comparison to other countries. In 2013, the number of international tourist are approx.
177.9 billion and it reduces in 2014 by 177.2 billion visitors were come in the country.
There are some famous destinations which are described as under:
 France- It is the most popular destination for international visitors they usually prefers to
travel to France for seeing ancient historical locations and beauty (DeLoughrey and
Handley eds., 2011). There are almost 12 million people visit to this destination and it
will increasing in 2014 with 55.4 million people travelled in the country.
 Turkey- This is most precious place where large number of visitors come for seeing
famous places. In 2013, approximately 37.8 million people visited to the destination and
it continuously increases by 39.8 million in 2014 also. It will shows that changes which
enhancing growth of tourist sector.
 Thailand- There are large number of visitors who come in this country in 2013, almost
41.8 million and in 2014, number of people is approx. 38.4 million visited in this
destination. This will generate more income for travel and tourism sector.
 Hong Kong- It is most amazing and marvellous locations which attracts large number of
visitors for travel in this country. In 2013, there are almost 41.2 million people and in
2014, approx. 32.5 million travellers.
1.2 Analyse the statistics which determine tourist destination and future trends
Year Total Number of
visitors (million)
Expenditure
(Billion)
Average
spends per
visit
Average
cost of
nights per
stay
International balance
of cost (billion)
2003 24.15 € 14.25 €402 8.3 -€ 16.33
2004 27.23 € 25.23 € 423 8.2 -€ 13.63
2005 29.45 € 12.36 € 456 8.3 -€ 14.22
2006 25.25 € 52.32 € 500 7.2 -€ 14.56
2007 30.12 € 25.32 € 521 7.4 -€ 14.57
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2008 31.36 € 52.23 € 563 7.3 -€ 20.32
2009 31.45 € 96.12 € 589 7.8 -€ 21.36
2010 33.25 € 12.23 € 601 7.7 -€ 22.36
2011 33.85 € 45.21 € 621 6.3 -€ 14.63
2012 34.12 € 52.21 € 632 6.5 -€ 15.69
2013 35.96 € 12.32 € 655 6.2 -€ 18.96
2014 38.87 € 45.23 € 687 6.8 -€ 20.58
According to the analysis of last ten year trends, it is evident that in these years there are
large number of visitors and it increases income of the country in effective manner. The number
of travellers in 2003 is 24.15 million and it continuously increase after that year. It is stated that
the two country which are USA and Australia take top place in the market. The market are
measured by their values and development term which take position in international business of
tourism sector (Dinnie, 2015). This will help in measuring all emerging markets that provide best
places to their visitors in effective manner. In last 5 year, there are increase in GDP rate by 10%
which help in giving employment to 4 million people in better manner.
TASK 2
2.1 Analyse cultural, social and physical features of tourist destination
Global product Analyst spread their functions and activities for attracting more visitors
towards their agency that help them in generating income in large amount.
Tourist Destination London Rome
Cultural There are various locations in
London that represent history
of city and it is most famous
place where more visitors are
come to travel with their
family and friends.
In this country, there are rich
culture of heritage and have
great variety of natural
locations which makes Rome
most beautiful place with
compare to other country.
Many historical places and
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museums which are attractive
point of this destination.
Social Visitors play an important role
in the economic life of
London. It has long history
and dynamic history and
culture which spread in all
over the world. It is popular
destination where people
prefer their social values and
also follow that.
Rome is that country where
each and every people follow
culture and history of their
destination in proper manner.
There are wide variety of
unbelievable travel location
which is available within the
organisation. It is that place
which liked by every culture
people who interested to come
their with the family and
friends.
Physical London is popular and
marvellous place where large
number of visitors come for
seeing and travel that place. It
is important for co-tourism
industries also. In 2014, there
are approx. 17,404,000 visitors
travel and more number
travellers visited London for
physical attractive of the
country.
Travel and tourism sector is
growing contiguously in Rome
and also play an important role
in increasing economic growth
of the country. There are many
rich palace and internal or
external appearance are
recovered in the latter
sovereign resident which
shows attractive locations of
Rome.
2.2 Compare features of developing and leading tourist destination
Tourist destination Leading destination UK Developing Destination China
Historical factors and cultural
values of UK
United kingdom is one of the
most famous place for visitors
Last few decade the tourism
sector of China are
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and there people celebrate
festivals in marvellous
manner. The festivals shows
that cultural values and
historical factors which must
be followed by country people.
As obvious there are various
museum in UK that convince
people for visited that place.
There are many motive for
visit that place and it attracts
large number of people
towards their culture and
historical locations. The
culture of united kingdom is
famous for their music,
history, facts and food
varieties in appropriate
manner.
continuously expanded and
that help in attracting more
visitors towards their
developing scenario. In current
years, There are million of
international people and that
gives position to country in
fourth place and attracts more
travellers. The highly
attractive things which gain
attention of international
people towards china are their
food and music which are
famous in all over the world.
Social feature The UK country ensures that
their visitors wants and needs
must be satisfied at given time
period. Also country will gives
outstanding services in all
respective locations.
The culture of china is totally
different in comparison to
other countries and they get
attention to their travellers for
harmony, peace and
intermediation features.
Physical aspect The primary aspect are Flora
and Fauna which mostly prefer
by people to visit in the
country. Transportation
facilities and communication
China has improved their
transportation facilities which
assist in attracting large
number of tourists and also
appeal them for visit. The
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services are main factors
which increases tourism of UK
in better manner.
country also adopt new
methods and technologies
which aid them in developing
new products and services for
their visitors attraction in
better manner.
TASK 3
3.1 Appeal of current leading tourist destination which developing tourist destination
Virgin Holiday Limited is a firm which is established in 1985 and it is largest tour
operator company in UK. The main destination places including Africa, Middle east, Australia
and the South Pacific. In the present scenario, the appeal of tourist destination is most essential
element which determinant large number of visitors from all around the world. There are three
common component which mainly connected with these to attracts tourist visitors through
peaceful locations, domestic society and environment (Ekinci, Sirakaya-Turk and Preciado,
2013). There are various factors which directly affects demand of tourist in coordinated manner.
Tourism sector is mostly depends on their features and characteristics and its famous areas. A
tourism designing has been highlighted a highly complex and difficult procedures and this will
carried it into organized manner.
In this study, Typology is treated as an effective method and concept by which plan is
made appropriately and it also develop specific location in various structure that are relates to
fulfil demand of tourists and provides different services that includes special effects in better
manner. In the whole procedures, firm will detailed analysis of the visited travellers are also
influenced the features and specific characteristics of the destination and it directly effects the
environment. The approach will implement and comparison of various premise that badly affects
the need of tourism which take advantage of the tourist destination with the growing destination
of the world. The features and characteristics which possessing both types in proportional
manner which are as under:
 Psycho centric- This will includes that person who have use conservative approach for
win selection which help in choosing appropriate destination in this category (Gartner
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and Ruzzier, 2011). These people choose that location which are safe and secure and also
have attitude to invest that specific place. Psycho centric also need that particular place
destination that posses various marvellous locations. In this scenario, UK is a country
which directly influenced visitors to visit all over the world. It will includes historic,
landmarks, wonders and different entertainment destinations.
 Midcentric- People have various types of attributes and characteristics which improves
personality. They are those individuals who choose that destination for visitors which
gives them in providing several specific memories about entertainment and fun activities
in proper manner. India is great destination where visitors can seen different types of
cultures and historical places and forts and also provide many other facilities that
includes tracking, rafting etc. This country is famous for its ancient culture and historical
places which attracting large number of tourist towards them (Goodall and Ashworth
eds., 2013). There are many islands, mountains and heritage locations which plays and
essential role to gain attention of visitors of all over the world.
3.2 Evaluate characteristic of tourist destination
There are different factors that request their tourists towards tourism its characteristics
and some are discussed as under:
 Economic- Economic situation in UK is stable now days and it assist country in investing
various resources in proper manner. There are various places where government make
rules and regulations and people must follow these norms. The resources can be used in
travel and tourism sector and this will provide increasing profitability of foreign
exchange from different countries. USA is famous for economic condition and this will
help in adopting and improving several resources and their services of the country.
 Physical- Generally people visit to choose Nepal because their transportation and
networking facilities are extremely better from other nations. Nepal has better
infrastructure still they have lack of delivering various substitutes which is primary
reason and some people does not give priority to visit that country in any manner
(Kylänen and Rusko, 2011). There is another issue which related to the communication
channels and it is create problem in connectivity during process of functions. And on the
other side, USA try to improved their communication chain that assist in make proper
connection with different country at same time.
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 Social factors- There are two countries which try to improve the level of poverty and
adopt various methods and tools for development and growth such as Nepal and Burma.
The growth of Nepal will increase so that the standard of people and quality of resources
required to be fulfil effectively. In Burma, the health related issues are increases rapidly.
This is the main reason which reduces the visitors ratio in this country. In UK and USA,
there are increase in the rate of literacy and provide more opportunities for employment
to unemployed people. Hence, the person can visited to these places where they get
chance of job employment.
 Political- UK is the most appropriate sector of tourism industry. Tourism industry has
regard to maintain sources of stability in political sector because whole action of tourism
attracts global gathering which doings events at identical locations (Morrison, 2013). One
of the best example is London Olympics Games which attracts more visitors to visit that
country for seeing the sports events.
TASK 4
4.1 Analyse issues that affects popular tourist destination
There are various factors which affects the popular tourist destination and these are
certain factors which are discussed as under:
 The tourism escape is the leading factor which directly effects on tourism industry in
local locations. The income of tourism sector which is more than approx. 80% goes to the
airways and hotel firms that will not calculate the local enterprise for the tourism sector.
In the context of UK, the demand of goods and services are almost 40-50% in the
country. Outflow of income of hotels and airlines sectors will not exuberance towards
travel and tourism sector and can not take part in increasing activities of tourism. They
have made pleasant experience during their trip as local businesses and may not help
local people. This directly impact on various tourism activities.
 Territory tourism is another essential factor which directly affects on different activities
of tourism that performed in UK (Murphy, 2013). It will comprehensive of packages
which impact on local enterprisers such as food restaurants, local accommodation and
pubs which are near to tourist destination. There are some packages which designed by
journey operator and it highly high-priced in quality that will also creates positive image
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towards tourism destinations. These exclusive packages are damage the local enterprise
and make them popular as well.
 The inflation rate is increased and it is highly exchange rate of currency which negatively
impact on tourism industry (Phillips and Back, 2011). For example: Transportation cost is
enhanced in United Kingdom due to environmental factors as road fuel is up to 53 per
litre has spend by per person in a day. This will reduces popularity of consumers
expectation.
 The social structure of country has provide negative impact on tourist nature and this may
affects on various activities of tourism in dynamic manner. Political imbalance and social
violence are affected the product image of UK that attracting large number of customers
towards their goods and services.
 In London, there are increase in inflows of tourists which directly impact on the city in
term of impureness and waste material dump (Saraniemi and Kylänen, 2011). These
activities can lead to harmful impact on tourist health and it spread all impurity around
whole environment and it reduces the number of visitors for coming in future time
period.
 In 2005 to 2011, there are large number of attacks on tourists which impacts on reduction
of UK inflow of visitors. The issues of safety and security of tourists are coming from
global places of UK.
 The other impact of tourism activities can be invest policy of government which help in
learning investment of government into infrastructure development and another tourism
play an essential role on researching various issues and problems of investment should be
done in appropriate manner. There are some areas which required to develop that social
living of people.
The above factors can be concluded that these factors are play important role for providing
positive impact on famous tourist destinations. The popular tourist factors which accretion the
negative part but in UK are capable for keeping tourist industry of all over the world (Soteriades,
2012). It is essential for tourism sector for measure the above mentioned factors that will directly
impact on above aspects and also they can ignored them and create positive flow on tourist
which assist in developing country.
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4.2 Potential responsibility of tourism which enhance host community at worldwide destination
 After the tourist mattock they came to recover their city in proper manner. Tour operator
has been annou8ncing the flights cancelled details and also it is the duty to safely carry
their passengers with the tourist attacks. The home of commons are also discovered a
minute of quietness which help in remembering the individual.
 The community hubs and various schools are restructure after big earthquake in Nepal.
Government will assist children in giving more power to go back their real life and forget
all past memories. They also provides necessary services and facilities to the school
children by giving mid day meal facilities in better manner.
Effective tourism activities need the stakeholders of tourism which eliminate all
dangerous impacts on economy of tourism sector (Wang, Li and Li, 2013). It includes social,
cultural, society, economy and other locations. Deadly impact will decreased the whole benefits
of tourism which can be increase visitors numbers in specific destination for tourists. The main
responsibility of this sector is to attracts large number of travellers directly or indirectly manner
and also effects on these outcome which get by tourism activities. There are various cultural and
heritage places which preserve organisation and also provide natural beauty of famous country to
their visitors. Such as New Lanark, Maritime Greenwich, Westminster and Giants Causeway.
The responsibility of tourism activities are in London can create high employment growth and
possibility and generate income by using tourism activities from the visitors who come from
domestic and international region.
UWT organisation are promoting various activities of tourism which help in increasing
income generating through tourism activities and supported local enterprises. There are some key
issues which help in solve different problems of tourism sectors that includes drugs and child
pornography (Tourist destination. 2017). There are various organisation who works for welfare
of people who come from outside country such as ECPT is a firm which motivate tour operator
to applied code of conduct against child pornography and child. In current time, there are
increasing trends and factors that includes environmental structure awareness, optimistic
education for visitors and commercial enterprise supports for protection in tourism sector. In UK,
there are almost 28 natural and heritage places for tourists that includes the New Forest, Green
Dragon, UNESCO is world heritage location and some business policies for green tourism etc.
All these places are provides beauty which help in attracting more visitors towards that places
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(Wang and Pizam eds., 2011). All these places are attracts most of the visitors which come for
seeing peaceful and marvellous locations and the organisation are totally responsible for tourism
activities in the country. The aim of this activity is to promote various culture and heritage of the
places that mainly attracts more travellers in effective manner.
CONCLUSION
From the above report it can be concluded that tourism sector are highly play an
important role in economic growth and development. Travel and tourist adopt various tools and
techniques which assist in promoting services which attracts customers and other business
clients. Current research has been examined and analyse the whole scenario of tourism in major
of the developing and developed countries in last two or three years at same time period. In
tourism sector, visitors have been increases because people are disbursement of more money in
getting services of travel and tourism. There are different and famous places where visitors like
to travel such as France, Italy and Spain. he main responsibility of this sector is to attracts large
number of travellers directly or indirectly manner and also effects on these outcome which get by
tourism activities.
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REFERENCES
Books and Journals
Bastida, U. and Huan, T. C., 2014. Performance evaluation of tourism websites' information
quality of four global destination brands: Beijing, Hong Kong, Shanghai, and Taipei.
Journal of Business Research. 67(2). pp.167-170.
Choo, H., Park, S. Y. and Petrick, J. F., 2011. The influence of the resident's identification with a
tourism destination brand on their behavior. Journal of Hospitality Marketing &
Management. 20(2). pp.198-216.
DeLoughrey, E. and Handley, G. B. eds., 2011. Postcolonial ecologies: Literatures of the
environment. Oxford University Press.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Ekinci, Y., Sirakaya-Turk, E. and Preciado, S., 2013. Symbolic consumption of tourism
destination brands. Journal of Business Research. 66(6). pp.711-718.
Gartner, W. C. and Ruzzier, M. K., 2011. Tourism destination brand equity dimensions: Renewal
versus repeat market. Journal of Travel Research. 50(5). pp.471-481.
Goodall, B. and Ashworth, G. eds., 2013. Marketing in the Tourism Industry (RLE Tourism): The
Promotion of Destination Regions. Routledge.
Kylänen, M. and Rusko, R., 2011. Unintentional coopetition in the service industries: The case of
Pyhä-Luosto tourism destination in the Finnish Lapland. European Management
Journal. 29(3). pp.193-205.
Morrison, A. M., 2013. Marketing and managing tourism destinations. Routledge.
Murphy, P. E., 2013. Tourism: A community approach (RLE Tourism). Routledge.
Saraniemi, S. and Kylänen, M., 2011. Problematizing the concept of tourism destination: An
analysis of different theoretical approaches. Journal of Travel Research. 50(2). pp.133-
143.
Soteriades, M., 2012. Tourism destination marketing: approaches improving effectiveness and
efficiency. Journal of Hospitality and Tourism Technology. 3(2). pp.107-120.
Wang, D., Li, X. R. and Li, Y., 2013. China's “smart tourism destination” initiative: A taste of
the service-dominant logic. Journal of Destination Marketing & Management. 2(2).
pp.59-61.
Wang, Y. and Pizam, A. eds., 2011. Destination marketing and management: Theories and
applications. Cabi.
Phillips, W. J. and Back, K. J., 2011. Conspicuous consumption applied to tourism destination.
Journal of Travel & Tourism Marketing. 28(6). pp.583-597.
Online
Tourist destination. 2017. [Online]. Available through: <>. [Accessed on 18th October 2017].
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