Destination Marketing and Tourism Strategies

The assignment requires an analysis of destination marketing strategies, highlighting the significance of responsible tourism to protect economic, social, cultural, and natural values of a place. It also touches on the benefits of similarity between tourist and destination personality, local food as a source for attraction, and digital challenges in branding. Furthermore, it discusses changing travel patterns and 'carbon footprint' implications, making it a comprehensive resource for students studying tourism management.

TOURIST DESTINATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Main tourist destinations of the world...................................................................................1
1.2 statistics to determine tourism destination trends..................................................................2
TASK 2............................................................................................................................................4
2.1 Cultural, social, physical features of tourist destinations......................................................4
2.2 Compare features of developing and leading tourist destinations.........................................5
TASK 3............................................................................................................................................6
3.1 compare appeal of Current leading tourist destination with developing destination............6
3.2 Characteristics of tourist destination affect its appeal...........................................................7
TASK 4............................................................................................................................................8
4.1 Analyses issue that affect popularity of tourist destination...................................................8
4.2 Potential for responsible tourism for enhancing host community at worldwide tourist
destination....................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Tourism industry is the fastest growing sector, that has high contribution in economic
development of nation. There are many destinations that are popular from tourist point of view.
Present study is based on Titan travel that offers amazing travel packages to consumers across
the world. Current assignment will explain main tourist destinations in term of income
generation and number of visitor. Furthermore, it will analyses cultural, social and physical
features of several tourist destinations. In addition, report will describe issues that affect
popularity of destination.
TASK 1
1.1 Main tourist destinations of the world
Tourist likes to go to such locations where they can enjoy quality time. There are so many
destinations which are famous for their attractive points, amazing weather, nature etc. Each
visitor have different choices ,they go to the places as per their needs. Tourist receiver country is
the destination where people like to go the most (Pandža Bajs, 2015). Whereas tourist generator
is the place from where most of the people come.
UK is considered as highly demanded tourist receiver destination. It is in the 6th position
in the world in term of number of visitors. Statistics of 2010 shows that ,28 million international
visitors have came to this location with different purposes. UK attracts many international
travellers towards the country. England, London are highly demanded places. This destination
has contributed 126.9Bn revenues to the GDP. Records of 2017 show that 39.2 million visitors
have came to this location and they have sent 24.5billion (Oliveira and Panyik, 2015). That
generated income was 4% high than the previous year. In 2018 approx 3.9 billion overseas
travellers have come to this location.
British museum is the popular attractive point where 6.4 million visitors have came in 2016,
Natural history museum has attracted 4.6 million in the same year.
France is another country that is very popular from tourist point of view. In the year 2011
79500000 visitors have came to this location. Paris, Lyon, Nantes, Cannes are the most popular
places in France (France Tourism Revenues, 2018). In the year 2013 total number of travellers
those who have came were 83600000 whereas in 2014 this number has reached to 83700000. In
2017, country’s total revenue from tourism industry was 3157 but in 2018 it was 4296 EUR
million.
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Spain is also amazing place; every year large number of people came to this destination.
Madris, Seville, Valencia, Malaga, Alicante are some famous places in Spain where visitors go
the most. In 2011 total number of visitors those who have came here were around 56700000, in
2013 it was 60700000. But in 2014 it has reached to 65000000. In the year 2018 Spain has
generated 3192.88EUR million revenues from tourism industry. Till the end of 2020 it is
expected to reach to 4050.00EUR million.
China is such a amazing place, it is popular for its tradition, nature etc. Hong Kong,
Macau, Suhou, Beijing are some famous destinations. In 2011 approx 57600000, in 2013 around
55500000 and in 2014 approx 55600000 visitors come to this destination. In 2016, tourism
industry has earned 3.9 trillion Yuan from domestic tourism activities (Domestic tourism revenue
for China holiday hits $119b, 2018).
Italy is also the popular destination from tourist point of view. Rome, Milan, Pisa, Venice
are some famous places here. In 2011 total arrival in the country was 46100000, where in 2013 it
reached to 47700000. Till the end of 2014 this number was raised and has reached to 48600000.
In the year 2017 Italy has generated 2400.00 EUR million revenues that has reached to
2500.00EURmillion in the year 2018 (Tourists spent nearly €40 billion in Italy last year, 2018).
In the year 2016, visitors have spent 39.1 billion in country.
1.2 statistics to determine tourism destination trends
There are so many trends in the travel and tourism industry that influence the mind of
people and on the bases of these potential trends visitors selects their holiday place. France is the
most popular destination. Cultural, social, economic aspects of any country attract towards it.
This is the trend that influence mind of people and influence their decision as well. If cultural
aspect of any nation is good then people like to go such places (Luo, Becken and Zhong, 2018).
Furthermore, if any location has attractive natural condition, amazing adventurous places then it
attracts visitors towards it. Over the past few years it is analysed that economic trends is
attracting many travellers here. Economic condition of region is very good thus, government has
invested a lot in infrastructure, transportation etc. That is why many visitors come here and they
spent a lot . France is developed nation and have luxurious transportation, infrastructure
facilities etc. That gives comfort to travellers during their trip.
Warm weather is another major reason that attracts tourist towards the location.
Mountains, historical monuments, beaches etc. give amazing experience to international visitors
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(Bekk, Spörrle and Kruse, 2016). Tourism industry of France have high return, expected revenue
of this sector is approx. 15% to GDP. In the year 2010 around 177million revenues generated by
country.
Trends of tourist visit in UK with ranking are described as below:
Rank City 2008 2009 2010
1 London 14752 14210 14705
2 Edinburg 1190 1323 1314
3 Manchester 890 799 812
Figure 1: inbound tourism of UK
(Source: 2017 snapshot. 2017)
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Government of these countries are required to develop coastal resorts for the
domestic and international visitors so that number of visitors can be increased. In the future,
authorities are required to use promotional tool , majorly digitally techniques to promote the
destination so that number of visitors can be increased (Bekk, Spörrle and Kruse, 2016).
TASK 2
2.1 Cultural, social, physical features of tourist destinations
As Titan travel is most popular tour operator that is planning to design new products for
visitors. But company is required to look upon the social, physical features of any destination so
that large number of travellers can be attracted towards the place.
Social features have essential aspect of tourist destination. It contributes well in raising
living of condition of people (Bærenholdt, Haldrup and Urry, 2017). Due to increasing tourism
activities 3.5 million jobs have been increased in UK in the year 2010-2011. This industry helps
in fulfilling livelihood needs of individual and support in development of society to great extent.
Socio-cultural benefits that have been achieved due to tourism is offering seasonal employment
to the local people. Students get benefit of getting temporary jobs in their off time.
Cultural feature of UK tourism is that it has helped in growth of craft and design market
across the world (Melo and et.al., 2017). Dressing behaviour, values, traditions have spread
across the world due to increasing tourism activities. Apart from this, this sector has positively
affected physical feature of the nation to great extent. Due to increasing tourist activities revenue
of the country has been raised. This amount is utilized by government in infrastructure
development, improving transportation facilities etc. Thus, there are well developed roads,
water drains. Government take care of maintaining historical monuments that attract large
number of people towards this location (Camilleri, 2018). But due to increasing travelling
environment of the country has got affected badly. Over a period of time pollution, wastage
have been increased.
Physical feature of UK involves presence of various tourist destinations such as Tower of
London, Buckingham palace, London Eye etc. Dynamic culture of UK attracts many people
towards the place. Sport is one of the major features in social life of people, city driven by
several sport events. Furthermore, UK has become now the business hub for many companies.
There are many big companies that are operating in real estate, health and society community
services (Bimonte and Faralla, 2016).
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2.2 Compare features of developing and leading tourist destinations
Nepal is such a nice place, every year many visitors come to this location. It is popular
for its natural beauty, mountains etc. It is developing nation but has potential to grow to great
extent. UK is developed destination, it is popular for The Eden project, The Isle of Skye etc.
Comparison of features of both these destinations is as below:
Features UK Nepal
Cultural feature Culture of United Kingdom is
modern. It welcomes new
people very positively and
give them respect warmly
(Björk and Kauppinen-
Räisänen, 2016)
Nepal is famous for its
traditions. It believes in
offering quality services to
the outside visitors so that
they can create good image of
Nepal in their mind.
Social feature There are so many people life
those who belong from
different religion.
Nepal mainly concentrates on
promoting is culture and
traditional values across the
world. But being a
developing country
acceptance of new things is
quite limited.
Physical feature UK has amazing and
attractive palaces such as The
Eden project, The Isle of
Skye, Holkham bay etc.
Famous attractive places in
Nepal are Nagarkot, Manang,
Patan etc.
Environmental features It is pleasant climate that like
by travellers a lot
Nepal is not so popular in
term of weather conditions.
Recently earthquake has
created big trouble in the
nation. This is badly affected
economic condition of
destination (Cahyanto and
et.al., 2016).
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Economic feature UK has developed economic;
it has adequate financial
resources that are used for
development of country
significantly.
Economic condition of Nepal
is average. As natural
disasters are taking place that
have destroyed its economic
condition badly.
Legal feature Government of UK has made
amazing law to protect
international visitors. It has
great visa policy.
Furthermore, crime rate
against tourist is
comparatively low (Pandža
Bajs, 2015)
As compare of UK, crime
rate against tourist is high in
Nepal.
TASK 3
3.1 compare appeal of Current leading tourist destination with developing destination
There are two main destinations UK as leading and India as developing tourist
destination., Both these places have their unique features that attract people towards these
locations. Level of appeal of both these places is getting affected due to various reasons. There
are so many attractive points that gain attention of People. Popular places in UK are London eye,
The Tower of London etc. Whereas India is popular for Taj Mahal, Gate way of India etc. Apart
from this, there are so many factors that are beyond the control of authorities and affect tourism
business to great extent (Luo, Becken and Zhong, 2018).
UK is the well developed destination, there are advanced communication facilities,
transportation facilities. Whenever tourist comes to this location they get nice accommodation
facilities that give them amazing experience. People can travel easily from one place to other.
There are many airports and have direct routs thus, consumers can travel easily in UK.
Increasing criminal activities have affected overall tourism business of UK badly (Melo and
et.al., 2017). But government has paid attention on this issue and have made sufficient law to
protect tourist and local people from such criminal activities.
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Whereas India is the developing country, but have potential to attract more tourist
towards the locations. Criminal activities are increasing here day by day. Climate condition of
India is nice, it has warm, pleasant weather conditions. Hygiene factor is considered as one of
the major appeal element for tourist destination. UK concentrates on hygiene and offers high
quality food to people so that health of them remains well (Bimonte and Faralla, 2016). Whereas
In India now Hygiene is being taken as serious concern but still as compare to UK there is less
focus on this element. Government of the India is still require to pay close attention on health
and wellbeing of people and have to work on improving hygiene in the nation. UK has modern
traditions whereas India is worldwide popular for its traditional activities. India is famous for its
historical aspects whereas UK is popular for nice stories of Roman times (Cahyanto and et.al.,
2016).
3.2 Characteristics of tourist destination affect its appeal
There are so many factors that affect appeal of any destination to great extent. These
elements are described as below:
Destination as choice
Each person has different needs and taste, according to their own perspective they select
particular destination to go. Some people like to go at urban places where other prefer to go to
such nice places that has natural beauty thus, choice of each traveller is different. Thus, tourist
destination may be affected by the choice of people. Visitors those who like luxurious facilities,
warm climate like to come to UK (Björk and Kauppinen-Räisänen, 2016). India is another
destination where people like to go. Most of the visitors come to this location to see natural
places, historical places in India. Families, students come here to enjoy this destination. All these
things affect its appeal to great extent.
Access to destination
This is most important feature that influences the mind of consumers to great extent. The
destination that is easily accessible has high appeal. Tourist looks upon the transport
connectivity in the place, if destination has poor transportation such as lack of airports, poor bus
facilities then they do not prefer to go to such places. United Kingdom is easily accessible
because there are large number of airports, well developed roads, good railway facilities etc.
That is why number of international visitors are increasing in the country every year (Melo and
et.al., 2017). India is the developing nation but there are adequate railway lines, airlines. Visitors
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can get easy transportation facilities here. Though, there are some rural areas where poor
transportation facilities are available. Thus, most of the travellers find sometime difficult to get
access to destination. That hampers tourism business of India to some extent.
Cultural appeal
This is another essential characteristic that has high impact on destination. It includes,
relational values, traditions etc. All these things impact on lifestyle of person to great extent. UK
has modern traditional values; culture of country is very strong. For example cultural appeal for
Liverpool is highly depended upon church; people like to go in church. Indian culture is very
strong, people have believed on god (Bekk, Spörrle and Kruse, 2016). That attracts foreign
visitors towards this location and affects its appeal.
Features and attraction
This characteristics influence the mind of travellers, if location has great attractive points
then it will motivate people to go there. UK is famous for its attraction points, England, London
gain attention of international travellers. On other hand India has many popular attractive points
such as Taj Mahal etc. Its beauty attracts people towards these locations.
Promotional techniques
This is considered as essential characteristics that influence the choice of persons. If
government of nation is promoting them place properly then it may help in attracting more
people towards the location (Luo, Becken and Zhong, 2018). UK has its own travel website;
from where visitors can get all detail related to attractive points, transportation, and hotel
facilities etc. On other hand India promotes its country through its mobile applications. These
promotional techniques affect its appeal.
Political characteristics
If government of nation is stable then it makes tourist positive and they plan to come such
destination but if there is instable government then it increase chances of criminal activities,
terrorism etc. Thus, people do not like to go to such locations where risk is too high. This
element impacts on appeal of the destination to great extent. UK has stable political background
that supports in controlling over terrorism activities. Furthermore, India’s government is paying
close attention over security of visitors. Thus, provide them extra services so that individual can
feel comfortable. This makes the person positive towards brand.
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TASK 4
4.1 Analyses issue that affect popularity of tourist destination
Government always have to ensure taking care of such elements that may impact on
popularity of destination to great extent. These factors are described as below:
 Changing climate condition: This is considered as most influencing factor. If weather
condition are not stable or if climate is getting changed frequently then people will not
take interest in such locations (Melo and et.al., 2017). For example there are so many
locations where climate is very cool, in such places survival is very difficult. Thus, tourist
look upon the weather conditions and accordingly they change their decision to go to
particular place. Due to this factor fame of destination get badly affected.
 Terrorism: This is considered as most influencing facto that impact on popularity of any
destination. If there are high terrorism activities thus, people may find it risky to go to
such places. In such condition number of travellers will be reduced and they give also
give negative review to others. In such condition image of the destination may get
affected to great extent (Camilleri, 2018).
 Enclave tourism: all inclusive packages impact on tourism activities of destination to
great extent. If there are pubs, bars, nice coffee shops then tourist take interest because
they are getting well facilities. But if Titan travel fails to offer them good packages then it
may create negative image of the destination in the mind of travellers (Oliveira and
Panyik, 2015).
 Economic condition: This is another major element that affects popularity of the
destination. If there is inflation or adverse exchange rates then in such condition it would
be costly for visitors to travel in the nation. If economic situation of the region is stable
then it will attract people towards the destination. Thus, this element impacts on
popularity of location to great extent (Pandža Bajs, 2015).
4.2 Potential for responsible tourism for enhancing host community at worldwide tourist
destination
Responsible tourism can be defined as encouraging such kind of tourist activities that help
in making better places and protecting environmental conditions. This type of tourist helps in
attracting more people towards the location. Government, local people, travellers are the main
stakeholders of tourism industry. Contribution of all these persons support in sustainable
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development of nation to great extent. Characterised of responsible tourism are minimising
negative economic, social impact, strengthens environment condition, improving living of local
people, conservation of natural resources etc. All these things are helpful in improving condition
of place (Luo, Becken and Zhong, 2018).
UK is most popular destination, many people visits this place every year. Tourism industry
of UK is contributing well in economic development of country. United world tourism
organisation is contributing well in reducing poverty by encouraging responsible tourism. These
firms are imposing global ethics so that wastage can be reduced and natural resources can be
protected for longer duration (Melo and et.al., 2017).
India is developing nation but has potential to attract visitors towards this destination.
Indian government is continuously working to minimise pollution and effective utilisation of
natural resources. Authorities make plan to attract new travellers by considering environmental
aspect first. This assists in raising awareness among visitors and travellers make plan to come to
this location.
There are three major principles of responsible tourism: to make healthy culture so that
visitors may feel comfortable, give respect to all, do not harm any person whether it is local
people or international traveller. All these things help in enhancing host community at worldwide
tourist destination. United Kingdom always works to create positive image in the mind of
visitors. This aids in attracting people towards the destination and generating employment
opportunity as well (Cahyanto and et.al., 2016). By this way government continuously work to
develop infrastructure, transportation facilities in the country so that travellers can get nice
experience. UK government has made effective environmental policies that help in protecting
natural beauty of the place and preserving natural resources.
CONCLUSION
UK has been identified as popular tourist destination. Many people come here every year
and spend huge amount. This money is helpful in improving economic condition of nation and
developing the country. There are so many cultural, physical features that contribute well in
developing a destination. Government of the nation is required to promote responsible tourism so
that economic, social, cultural, natural values of the place can be protected.
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REFERENCES
Books and Journals
Bærenholdt, J.O., Haldrup, M. and Urry, J., 2017. Performing tourist places. Routledge.
Bekk, M., Spörrle, M. and Kruse, J., 2016. The benefits of similarity between tourist and
destination personality. Journal of Travel Research. 55(8). pp.1008-1021.
Bimonte, S. and Faralla, V., 2016. Does residents' perceived life satisfaction vary with tourist
season? A two-step survey in a Mediterranean destination. Tourism Management. 55.
pp.199-208.
Björk, P. and Kauppinen-Räisänen, H., 2016. Local food: a source for destination attraction.
International Journal of Contemporary Hospitality Management. 28(1). pp.177-194.
Cahyanto, I. and et.al., 2016. Predicting information seeking regarding hurricane evacuation in
the destination. Tourism Management. 52. pp.264-275.
Camilleri, M. A., 2018. Strategic perspectives in destination marketing. IGI Global.
Luo, F., Becken, S. and Zhong, Y., 2018. Changing travel patterns in China and ‘carbon
footprint’implications for a domestic tourist destination. Tourism Management. 65. pp.1-
13.
Melo, H. M. P. and et.al., 2017. Tourist destination image and consumer behaviour: The case of
the Azores. Journal of Spatial and Organizational Dynamics. 5(2). pp.73-82.
Oliveira, E. and Panyik, E., 2015. Content, context and co-creation: Digital challenges in
destination branding with references to Portugal as a tourist destination. Journal of
Vacation Marketing. 21(1). pp.53-74.
Pandža Bajs, I., 2015. Tourist perceived value, relationship to satisfaction, and behavioral
intentions: The example of the Croatian tourist destination Dubrovnik. Journal of Travel
Research. 54(1). pp.122-134.
Online
2017 snapshot. 2017. [Online]. Available through < https://www.visitbritain.org/2017-snapshot>
Domestic tourism revenue for China holiday hits $119b. 2018. [Online]. Available through <
https://www.straitstimes.com/asia/east-asia/domestic-tourism-revenue-for-china-holiday-
hits-119b>
France Tourism Revenues. 2018. [Online]. Available through <
https://tradingeconomics.com/france/tourism-revenues>
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Tourists spent nearly €40 billion in Italy last year. 2018. [Online]. Available through <
https://www.thelocal.it/20180511/tourists-spent-nearly-40-billion-in-italy-last-year>
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