Tourism Marketing Strategies and Impact

This assignment delves into the world of tourism marketing, examining various strategies employed to attract tourists. It analyzes consumer behavior patterns in travel and explores the significant impact tourism has on destinations, considering both economic and socio-cultural aspects. The provided resources offer insights into destination image, traveler needs, and the evolving landscape of the tourism industry.

Tourist Destination
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
a) Analyse a world's leading destination and its comparison with Royal Borough of Greenwich
......................................................................................................................................................3
b) Destination trends for leading destination and RBG and predicted future trends...................4
TASK 2............................................................................................................................................5
a) The cultural, social and physical features of Royal Borough of Greenwich...........................5
b) compare and contracts these features of Royal Borough of Greenwich with the leading
destination....................................................................................................................................6
TASK 3............................................................................................................................................7
a) The economic and political characteristics of Royal Borough of Greenwich with the leading
destination....................................................................................................................................7
b) Critically evaluate how cultural, economic, physical, political and social characteristics of
Royal Borough of Greenwich affects appeal to tourist................................................................8
TASK 4............................................................................................................................................9
a) Three issues that may affect popularity of Royal Borough of Greenwich as destination and
compare them with leading destination.......................................................................................9
b) How Royal Borough of Greenwich could sustain its appeal as destination............................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
Travellers or visitors frequently visits the destination that possess inherent
natural and ethnic values and beliefs that offer the luxuriant and leisure time to travellers
so that they might have pleasant stay (Hsu, Tsai and Wu, 2009). Tourist destination
assist in creating and heighten the revenue or net income for the region or country that
contribute in growing the economy. Therefore, they can expend the generated financial
gain in conserving the inheritance and heritage of tourist destination. Therefore, in the
contemporary scenario destination management is consider as process that provide
broad knowledge and message regarding the different tourist attraction and locations
among the destination.
Presently, the report focuses on understanding the trends and predicted future
trends of the selected tourist destinations. Working a destination promotion team of the
Royal Borough of Greenwich in London the report will also identify different cultural,
social and physical features of Royal Borough of Greenwich that appeal to the visitors
and travellers to visits the place. Furthermore, it also focuses on the cultural, political as
well as social characteristics of the destination that directly affect the appeal to the
tourists.
TASK 1
a) Analyse a world's leading destination and its comparison with Royal Borough of
Greenwich
With the increase in travel and tourism sector travellers mainly prefer to visits the
destination that possess attractive and enchanting locations with rich heritage culture
(Ibrahim and Gill, 2005). Working as the member in destination promotional team of
Royal Borough of Greenwich, it is essential to measure the visitors profile as well as
income generated within the destination so that team can render services to promote
the destination in the effectual manner. Royal Borough of Greenwich is one of the most
popular tourist destination in the London as it is the place that contains rich heritage
architecture. Apart from this other tourist attractions in the Greenwich are O2 Arena,
Emirates Air Line (Cable car) etc. that act as the major attracting points that appeal to
the visitors to visits their place. The destination have also hosted the Olympics 2012
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that has identified the Greenwich as one of the major tourist destination in London
(Leask and Fyall, 2006). According to the statistic around 18 million travellers or visitors
visits the area. However, it has also measured that Greenwich tourism is the leading
contributor that contributes £774 annually within the economy. Furthermore, it has been
expected that in 2015, 18.5 million people will visits the destination with generating
around £1.2 billion (Lohmann, Albers and Pavlovich, 2009).
One of the world's leading tourist destination is Dubrovnik Croatian city within the
region of Dalmatia. It is considered as one of the most outstanding tourist destination
that is located near the Mediterranean sea. The destination is mainly famous for their
annual festival that mainly lasts for 45 long days with several events, plays and games.
Furthermore, the lead destination also features big coasts as well as beaches that are
regarded as main attraction point for the visitors (Chi and Qu, 2008). As per the
statistical of 2013 it has been analysed that Around 768,460 visitors or travellers visits
Dubrovnik under which 718,000 visitors were foreigners while 50,000 visitors were
among the domestic visitors. Therefore, both the destination are the leading places that
possess different attractive place ad locations that pursue travellers to visits their place.
b) Destination trends for leading destination and RBG and predicted future trends
Tourism sector is defined as an essential sector that contribute in growing the
economy of the destination by increasing the lives of people those who are residing
within the destination. The current trends for the chosen destination Dubrovnik is that
the it is famous for their beaches and location as it is situated at the section of
Mediterranean sea (Cohen, 2004). However, in the present scenario, travellers or
visitors mostly choose the destination to visit that features natural presence and also
represent heritage palaces, museums with rich ethnic prospect. Greenwich is among
the destination that is mainly famous for the sport culture as well as they also feature
many arts castle and hall that are consider as eye of attractive force for the visitors and
travellers.
In addition to this, there are expectable future trends within the travel and tourism
that support the destination to attract large visitors numbers and visitor profile so that
they may enhance the image of tourist destination and also develop and promote their
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rich heritage (Connell and Page, 2006). The predicted future trends include emphasis
on green tourism, emerging inbound destination etc. with focusing on the green tourism
both the destination that is Greenwich and Dubrovnik may attract large number of
visitors and travellers in the future. As concept of green tourism and eco-tourism is
being preferred by visitors therefore, both the destination must focus on green tourism
for promoting their destination. Although this form of tourism get affected by change in
the season or sudden fluctuation in the weather. For the world leading destination that is
Dubrovnik green tourism will act as new trend that support the destination in attracting
large visitors. Another future trends within the destinations include growth of inbound
destination. Inbound destination focuses on highlighting the attractive area and places
within the Royal Borough of Greenwich (Komppula, 2014).
TASK 2
a) The cultural, social and physical features of Royal Borough of Greenwich
There are different features of Royal Borough of Greenwich that support the
destination in detailing their appeal to the visitors and traveller so that they must select
the Greenwich destination to visits and use their services to have pleasant and leisure
stay (Kontogeorgopoulos, Churyen and Duangsaeng, 2015). The destination mainly
focuses on different features like cultural, social and physical that appeal to visitors and
also result in enhancing destination image.
Features Appeal to tourists
Social The social characteristic of Royal borough of Greenwich tourist
destination consider different social groups look-alike national or regional
groups, assorted requirement of customers or traveller, localized and
domestic government policies etc. however, under social features the
tourists are mainly bifurcated into age group ad economy. Age groups
mainly renders the profile of customers needs and requirement that they
want at the destination. However, tourist divided on the basis of
economy mainly support the destination to layout the affordable
expenses that will be appeal to the tourists (Navickas and
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Malakauskaite, 2015).
Cultural Royal Borough of Greenwich one of the leading destination have
immense ethnic and inheritance cultural features that appeal to the
tourists for instance; museums, memorial, castle, palaces that is Eltham
Palace, Charlton house, Royal Arsenal etc. that appeal the visitors
(Oliveira, Ramos and Rey-Maquieira, 2014).
Physical The physical feature of Royal Borough of Greenwich focuses on
presence of different attractions as well as location that are existing in
the Greenwich city. The variety of attractive locations and places highly
appeal to the tourist as well as visitors in order to ensure multiple visits
on the destination (Wongkit and McKercher, 2015). The physical feature
of Greenwich that appeal to visitors include Greenwich park, stadium,
Cutty sark, Eltam Palaces, Thames barrier etc.
Therefore, in general it can be stated that significant impact of socio-cultural on
tourism is mentioned as the demonstration outcome. However, this is primarily
calculated upon the three almost visible different between traveller and hosts country.
Cultural environment draw in the attraction of tourist that would be on the ground of
tradition and genuineness that Greenwich destination carries with them (Zhang, Cai
and Lu, 2014). However, the social characteristic identifies the standardized at which
traveller wants to expend their holiday and vacations. On another hand, physical
features measures the earthy environment of destination that can be termed or
regarded as the one of the key reason beneath the attraction of visitors.
b) compare and contracts these features of Royal Borough of Greenwich with the
leading destination
Tourism industry is defined as one of the economical and gainful industry within
the world that mainly render leisure and luxurious services to their travellers and
visitors. The traveller often focuses on different characteristics while choosing the tourist
destination (Middleton and et. al., 2009). There are different characteristics of tourist
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destination that will immediately impact the tourism. These are perceptiveness factors,
economical factors, convenience to the destination, different attractive places etc. assist
in draw in the attention of the visitors to visits the destination. There are two different
destination that is one is world's major destination and the other is consider as the rising
or the processing destination that impart efficaciously in growing the economy of
country.
The world leading destination that is Dubrovnik also features different features
that results in appealing to the customers and visitors so that they should prefer to visit
the destination. The first features is cultural factor that is connected with society,
religious belief and norms of the destination (Miguéns and Mendes, 2008). Whereas,
the social features of the tourist destination are connected with environmental
components that generally focuses on social environmental factors. Finally, the physical
attribute can be characterized as elements that are accountable for the development or
improvement of the tourist destination so that places may be modified to keep attract
large number of travellers (Mills and Law, 2013).
Royal Borough of Greenwich Dubrovnik
Social- Greenwich tourist destination
consider different social groups look-alike
national or regional groups, assorted
requirement of customers or traveller,
localized and domestic government
policies etc.
Social features possess dividing or
categorizing the tourists in the age group
and income level.
Cultural- Royal Borough of Greenwich one
of the leading destination have immense
ethnic and inheritance cultural features
that appeal to the tourists for instance;
museums, memorial, castle, palaces that
is Eltham Palace, Charlton house, Royal
Arsenal etc. that appeal the visitors
However, the culture of Dubrovnik possess
rooftop houses in the old city, Botanical
garden, monastery, naturist beach etc.
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(Moutinho, 2011).
TASK 3
a) The economic and political characteristics of Royal Borough of Greenwich with the
leading destination
There are different characteristics of the tourist destination that is Greenwich and
Dubrovnik that will support the promotional team in appealing to their customers
regarding the tourist destination so that they may repeatedly visits the destination (Top
10 Highly Developed Countries, 2012). The different characteristics of Greenwich and
Dubrovnik are-
 Economic characteristics- The tourists destination Greenwich must be effectual
in accomplishing the economical characteristics that is they must render leisure
and luxurious services for their visitors and traveller so that they may prefer to
stay for the long time period. The Greenwich destination is supplying the goods
as well as services accordant to the demand of the travellers and visitant will
result in accomplish the growth of Greenwich region (Travelers' Needs, 2015).
However, the Dubrovnik destination may also attract the traveller by focusing on
preserving natural resources and different beaches that are consider as centre of
attraction to the visitors. Therefore, this support the world leading destination to
grow their economy by meeting the requirement of travellers (Shafii-Muhammad
and Usman, 2010).
 Political characteristic- Political attributes generally focuses on sort of governing
authorities that is existing within the destination. However, the different attributes
of government also affect their appealing to the travellers. For instance;
bureaucratic governance within the Greenwich destination will result in devising
or enforcing rigid standard and laws for local visitors and international visitors.
Therefore, sometime inflexible laws framed by the political parties may negatively
affect the perception of the international travellers as they feel too much
governance lead in decreasing the rate of visitors within the chosen destination
(Waite, 2014). On the contrary, with the participative government that is UK
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government Greenwich authority may collectively focus on recreational activities
for preserving the natural heritage and culture.
b) Critically evaluate how cultural, economic, physical, political and social characteristics
of Royal Borough of Greenwich affects appeal to tourist
There are different attributes existing within the Greenwich that support and
affect the appeal to the tourist mainly focuses on physical and social characteristic.
Physical characteristics must focuses that the tourist destination Greenwich
should render the correct infrastructure facilities, water supply facilities to their visitant
so that they visitors must be satisfied with the destination and also prefer to visit it for
another time. As, the traveller visits the Manchester a city located near the London
provide the effective transport facilities so that they should well go to visits the close by
places with the competent conveyance facilities (Hsu, Tsai and Wu, 2009).
Social characteristics must also measured in the tourist destination as it primarily
effect on pulling their travellers and customers to visits the destination. If the destination
have or mainly possess the high level of poorness, high rate of infectious and non-
infectious diseases, low literacy level etc. therefore it will lead to impact the popularity
and also decreases the rate of visitors to the tourist destination (Ibrahim and Gill, 2005).
If every characteristics is managed in the accurate way in the destination then it will
positively appealing the good representation of Greenwich among the visitant so that it
attract or request them to visit their geographical area. Hence, all the above attributes
also support in generating the broad level of financial gain direct through the travel &
tourism.
TASK 4
a) Three issues that may affect popularity of Royal Borough of Greenwich as destination
and compare them with leading destination
There are different issues existing that may affect the popularity of the tourist
destination that is Greenwich. As, both the destination that Greenwich and Dubrovnik
both the places possess issues that affect their image that outcome in decreasing or
reducing the number of travellers of the destination (Lohmann, Albers and Pavlovich,
2009). The different issues are-
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 High infrastructure- One of the major issues that affect the popularity of
Greenwich include high infrastructure. As developing infrastructure will result in
improving their image as well as it will also support in enhancing the economy of
the place. But high infrastructure development require huge cost that may act as
issue for the Greenwich as well as delay in the work will also result in affecting
their popularity. Environmental impact- Another major issue that affect the popularity include
ineffective environmental pollution lead to the negative image of the Greenwich.
For instance; it has been stated that emission of CO2 is very high in the
Greenwich London that lead to impact the surrounding and environmental factors
(Chi and Qu, 2008).
 Fear of tragedy & natural disaster- The important issue that has affected the
popularity of the London destination include natural disasters. The natural
disaster have negative impact in the destination and on the tourism. As, the
travellers or the visitors not prefer to go to the place that suffers from the natural
disaster as they have fear of losing their lives (Connell and Page, 2006).
b) How Royal Borough of Greenwich could sustain its appeal as destination
Destination is the place that is preferred by the tr(Wongkit and McKercher,
2015)avellers and visitors as they satisfy their leisure and luxurious requirement of the
individual. It basically focuses on different travel and tourism services such as, food and
beverages, accommodation services, supporting activities, visiting the attractive location
of destination etc (Komppula, 2014). There are different ways that may be used by
destination promotion team of Greenwich so that they may sustain its image and appeal
as tourist destination that is promoting destination as responsible tourism or eco-
tourism. The responsible tourism will outcome in decreasing or reducing the destructive
effect of the economic, political, environmental and social factor on the destination. So,
that tourism can get benefit or be advantageous to the individual those who are residing
within the Greenwich as well as it will also raise their living standard within the society.
Furthermore, appealing as responsible tourism likewise heighten the economic system
of destination that finally outcome in deepen and conserving the earthy resources,
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culture, heritage or different location that are eye of attraction to the destination place
(Kontogeorgopoulos, Churyen and Duangsaeng, 2015). The certain benefit for
appealing the Greenwich as responsible tourism results in;
Encouraging or intensify the economic growth of the London, the foremost
advantage of responsible tourism for sustaining its appeal as tourist destination will
heighten the economy by creating or generating the net income for economic system
that will primarily outcome in increasing the system. Therefore, it will also raise the living
standard as well as well-being of the individual those who are residing in the location. It
will also benefit in encouraging the visitors or traveller to visit the selected destination
that is Greenwich. In addition to this, responsible tourism also consequence in providing
welfare for the tourist destination through assuring the constant improvement of the
museums, old palaces, heritage etc (Navickas and Malakauskaite, 2015).
In addition to this, responsible tourism must be adopted by Greenwich
destination promotional team also support in preserving the natural resources. As, in the
contemporary environment visitors are interested in travelling the place the mainly
focus on eco-tourism. So, promotional team must focuses on highlighting the natural
resources for promoting the destination among international visitors. Eco-tourism will
also assure proper intake of the natural resources and conserving them so that
promotional team can sustain their image and also appeal to visitors to visit the
destination (Wongkit and McKercher, 2015).
CONCLUSION
From the above report it can be concluded that, every land possess effective
tourist destination management that is process through the assistance of which different
sphere renders broad scope of knowledge and message about assorted tourist location.
Therefore, in the contemporary scenario destination management is consider as
process that provide broad knowledge and message regarding the different tourist
attraction and locations among the destination. Nowadays, individual or traveller like to
travel here and there for exploring or understanding the places of differing countries.
Thereafter, researcher has also interpreted that it is the duty of travel and tourism
aspect of the state to centre on rising the level of offerings available for the tourist in
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order to attract them and encourage them to visit country so that revenue can be
generated for local business entity. Furthermore, it also suggested different factors that
is cultural, political as well as social characteristics of the destination that directly affect
the appeal to the tourists.
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REFERENCES
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