Tourism Marketing & Destination Image

This assignment delves into the impact of social media marketing on tourism destinations. It analyzes how online platforms shape destination image, traveler perceptions, and ultimately influence purchase intentions. The assignment utilizes a blend of academic research and practical case studies focusing on destinations like Hong Kong and their use of social media for promotion. Key concepts such as sustainable development in tourism and the role of content marketing are also explored.

TOURIST DESTINATIONS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Main tourist destinations and generators of the world..........................................................1
1.2 Statistics to determine visitor destination trends and future trends.......................................4
TASK 2............................................................................................................................................5
2.1 Assessment of cultural, social and physical features of tourist destinations.........................5
2.2 Comparison between features of developing and leading visitor place................................7
TASK 3............................................................................................................................................8
Covered in PPT...........................................................................................................................8
TASK 4............................................................................................................................................8
4.1 Issues that influence the popularity of tourist destinations...................................................8
4.2 Potential for liable tourism to enhance the host community at worldwide visiting places.10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Tourism is one of the indispensable sector for economy of UK and all the other countries
which are having large number of visitor places. In fact it provides jobs, structures, maximum
revenue as well as provides opportunities of investment throughout the nations (Ahmad, 2013).
Basically, overseas travellers selected UK to spend their summer or winter vacations like London
is major or impressive destination for tourist in European market due to its uniqueness. This
report is classified into four different parts for highlighting the importance of tourist destination
at international market and its benefits for entire world. Trip advisor and Virgin holidays limited
both the company is the largest travel site across the globe and provides reasonable holiday
packages to their clients by having their branches in number of countries. Therefore, this
assignment is going to explain the top most destinations of the world and assess the current and
future trends of visiting places with the help of statistics. Later on report also throw few lights on
cultural, physical and social features which is demanded by tourists. Furthermore, it shows the
comparison between leading and currently developed places by highlighting their their
impressive characteristic. Last but not the least assignment also explain various issues which
affect popularity of destinations.
TASK 1
1.1 Main tourist destinations and generators of the world
Tourism plays a very vital role in the success of world economy because of impressive
destination which attract millions of customers and helps in generating maximum revenue in a
minimum time period (Armenski and et.al., 2011). UK is growing and developing its nation in a
fastest way by introducing innovative ideas which attract number of clients and helps an
organization in profit maximization process. Trip advisor is considered as a one of the largest
travelling site across the globe by having approximately 315 millions members as well as several
number of positive reviews or feedbacks from travellers due to their best services. Along with
this they offers reasonable hotels, affordable restaurants and also have joint venture with other
travelling companies for acquiring maximum revenue by satisfying needs of tourist.
London is one of the major destinations in UK which supports entire European market
and helps this nation to maximize their income by fulfilling the demand of domestic as well as
foreign customers. Therefore, every year UK experiences number of tourist for example almost
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28.1 million of world travellers due to which Europe comes under top 10 ten tourist destination
and get 6th position in ranking. Moreover, sometime positive reviews and feedbacks of customers
is very advantageous for goodwill of a nation (Beritelli, 2011). Thus, after assessing the statistic
result it has been analysed that USA comes at 7th position by having almost 30.4 billions tourist
in a year, france is also facing a maximum number of tourism in a single year because
approximately eight crore individuals are visiting in France which helps them in lying under top
ten tourist places. Germany is another country which is selected by most of the travellers and
having highest number of a tourist on yearly basis.
Moreover all the above mentioned places have a splendid destinations due to which they
get succeeded in capturing the minds of millions of tourist and generate maximum revenue. For
example in Bali it has been analysed due to expansion in tourism there is increase in employment
opportunities and almost 58000 unemployed people get jobs as well as live their livelihood in a
best way. Apart from this there are several other nations are also there which succeeded in
attracting number of people towards their environment because of historical monuments,
museum, nature etc. Hence top most destinations of various countries is described as follows
with approx. data.
Ranking Nation Places for
tourists
Visitors
number
in 2014
Visitors number
in 2013
Amount (USD
billion)
1. France Eiffel
tower,
The Louvre
Arc de
Triomphe
Disney land
75.9
million
76.8 million 46.3
2 USA Walt
Disney
world,
Central
59.6
million
55 million 103.5
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park, statue
of liberty,
golden gate
bridge,
Magic
kingdom,
Las Vegas
strip.
3 German
y
Neuschwan
stein castle,
Eueropa
park, Lake
constance,
Brandenbur
g gate.
26.9
million
24.2 million 34.7
4 United
Kingdo
m
Big Ben ,
Tower of
London,
Stonehenge
Buckingha
m palace.
28.1
million
28.2 million 30.4
5 China Forbidden
city,
Terracotta
army,
Potala
palace
Temple of
heaven.
54
million
55.7 million 45.8
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As per this above table it has been analysed that France have experiences maximum
number of tourism as compare to other nations because they are popularize for its rich
architecture as well as introduction of current trends in fashion sense (Crouch, 2011). In all these
above destinations are fall under top most places which attracted numerous of travellers in every
year.
1.2 Statistics to determine visitor destination trends and future trends
From the last few years tourism has grown in number of countries to generate maximum
revenue by conducting more and more tourist activities. As per above information and data it ha
been analysed that China, France, USA, Italy and UK are considered as most responsible nation
for travel or tourism tasks due to impressive places or destinations which attracted number of
domestic as well as foreign clients (Datzira-Masip and Poluzzi, 2014). Exploring the current
ideas or trends of tourism in UK it can be assessed that number of people are present which are
interested in roaming around the entire Europe because of its uniqueness. London is famous for
its impressive monuments, buildings, nature, clean roads, parks, museums etc. which succeeded
in capturing the minds of large number of people. In a year approximately 16.7 millions people
are visiting in a city and followed by Edinburgh as well as almost 14.2 million in Manchester
and nearly 9.11 million. Therefore, number of reasons are available behind maximization in
tourist are explained as follows:-
 Educational facilities for example Oxford university is one of a famous campus for
studies like MBA.
 Expansion of business and to make joint venture with foreign companies for earning
maximum income.
 Historical monuments is also another reason because building situated in a London
having great stories and most of the museums are popularize for its love stories.
Furthermore, governing bodies of UK plays a very eminent role in tourism sector by
supporting with the help of numerous of acts, laws, norms, beliefs, rules and regulations because
it protect individuals from exploitation or any discrimination (Di Pietro, Di Virgilio and Pantano,
2012). Apart from this regulatory bodies also try to increase the employment opportunities for
unemployed people by assigning them jobs due to emergence of millions of companies and off-
course succeeded in maximizing more and more income. Fashion sense also changes with the
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introduction of innovative and attractive trends for example increasing in western dressing like
jeans, t-shirts, one pieces, jeggings etc.
Thus statistics says that reformation in trends is a major reason behind growth or success
of UK because most of foreign companies are fully attracted towards western ideas and adopted
them at a large extent. Currently Olympics and Paralympics plays a a main source of seeking the
attention of foreign clients which are coming in UK (Fourie and Santana-Gallego, 2011). It
means if same events is going to occur in future then it would help in impressing large number of
society in England. Therefore by forecasting future it has been evaluated that almost 32 million
tourist out of which roughly 18 million travellers would belong from international origin and
they are playing a major role in profit maximization. Therefore, if revenue of a nation get
increases then economy of a country automatically developed.
Instead of all these above information and data proper table is shows below which
highlighted the trend of tourist visit in UK with the help of proper ranking system by comparing
with other nation:-
Rank City 2008 2009 2010 Total
1 London 14752 14210 14705 59010
2 Edinburgh 1190 1323 1314 5156
3 Manchester 890 812 799 3471
4 Birmingham 764 710 738 2911
5 Bristol 492 422 375 1759
As per above tabular representation it has been analysed that London becomes top most
destinations for visitors due to their impressive places and full of qualitative things as well as
fashion sense which plays a major role in obtaining attention of foreign clients.
TASK 2
2.1 Assessment of cultural, social and physical features of tourist destinations
London and Hong Kong is selected as a tourist destination in this task for which cultural,
social and physical features has been assessed so that advantages and disadvantages of these two
places is get understood (Brouder and et. al., 2016). Therefore proper evaluation of cultural,
physical and social features of both the destinations are explained as follows:-
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 Physical:- London is known for its most attracted and different places in European
market because of educational facilities. Thus, tourism activities is considered as a major
origin for economy development in London. Maximum number of individuals leave their
home for higher studies and prefer UK to continue their study for gaining maximum
knowledge. Major reason for selecting London university is to enhance the overall
personality because standard of this educational campus is very high.
On the contrary to this Hong Kong is autonomous territory in china which is densely
populated and act as a financial hub because it supports another nation while financial crisis.
Destinations which seek the attention of millions of clients are Hong Kong Disneyland which
consist of iconic amusement park with themed lands, another one is theme park includes rides or
wild animals, retail and entertainment centre, islands liked by most couples or youngsters,
Buddha statue etc. Social:- Tourism industry also offers seasonal employment to individuals which is very
beneficial for many people like students, person migrate for jobs but its nit perfect for
people who is looking for permanent job because it may spoil their life because of
changes (Bruwer and Joy, 2017). It means tourism in London and Hong Kong is also
become indispensable due to its social benefits for example sometime it is source of
peace, cultural and heritage by helping local business as well as provide job facilities to
most of the unemployed customers.
 Cultural:- Every nation have different norms, beliefs, values, rules and regulations which
is adopted by localities and most of the tourist also liked western culture due to its unqiqu
things, dresses, customs etc. Both the destination have different way of celebrating their
festivals because of their customs. Impressive festivals or customs of UK are mentioned
as follows:-
1. Hogmanay in Edinburgh.
2. Robin hood festival in Sherwood.
3. Fowey and Polruaan regattas.
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(Source:- Mid-Autumn Festival Hong Kong, 2016)
2.2 Comparison between features of developing and leading visitor place
It is recommended to do research work on finding differences between developing
tourism and leading destinations and compare them to reach at final conclusion, so that each part
can be better understood (Bruwer, Gross and Lee, 2016). It is mandatory to select different
countries: one from processing countries and one from leading countries before comparison.
Both countries have large number of destinations to attract their visitors, this attraction increases
the demand of tourism industry for their facilities and services. Below is the comparison table in
which culture, social, physical, technological, economical, legal and environmental factors are
taken as a basis:
Basis Nepal United Kingdom
Social aspect The diversity of society is equal to nil
in this country, as Nepal is struggling to
overcome from the situation of below
poverty, employment, fulfilment of
basic needs, etc.,so it's not able to focus
on diversity in society, and they share
common culture over large population.
In UK society is highly diversified
as people from around the world
prefer to do job here. So mass
population have different culture
and thoughts. And they are popular
to respect each others culture and
religions.
Technological
aspect
Nepal is not advanced in technology, it
still using out dated technologies. They
are providing more labour intensive
UK is developed country, all latest
machines and technologies are
available here. This advanced
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Illustration 1: Mid-Autumn festival

services than capital intensive services. technologies attracts maximum
tourists, here high tech code of
conduct is utilised which gives
awesome experiences to their
visitors.
Economical
features
Nepal is fighting with bad economical
condition, as it doesn't have enough
funds to invest on tourism industry. It is
dependent on various developing
countries to fulfil their basic needs
(Buosi, Lima and Silva, 2017).
UK has a high growth rate which
supports it to avail latest services to
their visitors which they never
experienced before. It is famous for
providing lavish services to their
visitors.
Legal aspect Criminal activities are on pick in Nepal
as doesn't have latest equipments and
weapons by which it can control crime.
UK is enrich with latest equipments
and safety here is the first priority.
Environmental
aspects
NEPAL is highly disaster prone area,
so visitors update themselves before
visiting this place
UK also facing the problem of
pollution and increase in CO2 level,
but it is adopting several measures
to control it.
Physical aspects There are many beautiful spots in
Nepal which attracts visitors eyes like
Pokhara, Kathmandu, etc.
UK has many popular places which
forces people to travel miles.
Culture aspects It is followed only one culture There are multiple cultures present
in UK.
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TASK 3
Covered in PPT
TASK 4
4.1 Issues that influence the popularity of tourist destinations
Tourism is a very broad sector which expanded across the globe and become popular due
to most liking by number of travellers (Chen and Chen, 2017). In fact number of places are
present which plays a major role in capturing the minds of numerous of clients because of its
popularity, uniqueness, history etc. Due to expansion of tourism, they are going to face several
issues which affect popularity of tourist destination. Thus these obstacles are mentioned as
follows:- Economic impact:- According to this factor approximately 80% of a income of travel
and tourism sector goes to airline groups and hotels due to which it affects development
of UK economy and it resulted in a generation of minimum revenue (Cucculelli and
Goffi, 2016). Basically economy of a nation have a greater impact on different places
because it goods and services which is ordered by this sector is not fulfilled due to less
income. Therefore it is essential for Virgin holidays to consider economy of a nation
before making any decision. Inclusive packages:- Sometime holidays packages which was designed by Virgin is
group is very high rate due to which number of tourist reject to travel because every
individual wanted to travel in a reasonable rate. But there are few destinations where
charges are very high which act as a major obstacle for famous destinations. Increasing inflation rate:- Due to changes in micro and macro factors maximizes the
prices of visiting places as well as travelling cost because all the elements are interlinked
with each other. Thus, it has been understood that there is a inverse relationship between
price and demand which means if price increases then demand will decreases and if
demand is going to increase then price get decreases. Therefore it create an obstacle for
visitor places because if inflation rates are high then minimum people are interested
which affects their popularity. Social riots:- Sometime conflicts occurs between localities which disturb visitors in
different manner for example instantly banned to move here and there, traffic increases,
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delaying of flights, blockage of roads, absence of necessary items, economic crisis,
political instability etc. For example social riots in 2011 in London affects number of
visitors which causes due to economic disturbance which affects goodwill of a state as
well as tourist destinations. Therefore all these things influences income of a nation and
off-course different places. Terrorist attacks:- Instant military operation or attacks in UK creates a danger or major
threat for places by which visitor get most attracted for example almost in 2005 and 2011
there is major attack by terrorist which affect the arrival of travellers in UK (Dwyer,
Tomljenović and Čorak, 2016). Environmental impact:- Maximum inflow of people creates high pollution rate which
has been been observed while peak days in London for example emission of C02
increases which influence entire surrounding and other factors. Along with this sometime
it also cause health problems like create problems for asthmatic patient while breathing
etc.
 Heavy investment:- Famous places which succeeded in attracting millions of customers
requires large amount of money for their maintenance, repairing , polishing, development
etc. For example historical monuments requires investment for maintaining their structure
or designs.
4.2 Potential for liable tourism to enhance the host community at worldwide visiting places
In this sector there are various factors which affect the business. For this it is required
that all of them shall be managed in proper manner and reduced so that it can be protected. Some
of them involve political, economical, social and cultural aspects. With the help of this
destination will be made more popular and this also leads to increase in profitability of tourism
industry. In order to improve the condition of host country it is needed that rate of jobs shall be
increased and proper efforts shall be made in this direction. Society will also be benefited if with
the help of this there is rise in employment rate and this shows that responsibility is met in proper
way. There are various historical destinations which are present and government want to ensure
that they are secured and for this it provides the companies with required funds. So it is
responsibility of them to use the provided amount in judicious way by which that place can be
maintained and its esteem can also be secured. All the social issues have impact on society and
with the obligated tourism this can be reduced (Content Marketing for Travel, Tourism and
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Hospitality, 2017). For this they shall be supported about major problems which are child labour,
drugs intake and many others and this is achieved by establishment of organisations such as
ECPAT in which such practices are undertaken which are for the benefit of society. If these
issues are further noticed then actions will be taken against them on the basis of the code of
conduct specified under this.
To deal with the environmental issues, eco tourism is adopted by which all the impact of
them can be minimised. For this awareness is created among all tourist in which they are told to
protect surroundings. There are some persons who travel for this purpose and so they are
provided with financial assistance to carry it in proper way (Mid-Autumn Festival Hong Kong,
2016). Protection of Local administration and famous destinations is given importance in UK
and due to this responsibility of tourism is increasing. So all of them are some of the factors
which shall be properly managed to deal with all the issues and make tourism a success and
achieve further growth and development.
CONCLUSION
From the above report it can be summarised that there are number of tourist destinations
are present which are famous for its uniqueness and impressive places across the globe. In fact
this assignment is all about showing the importance of travel and tourism sector in European
market. Main motive of assignment is to strengthen the importance of visitor places which
attracted number of domestic as well as foreign clients. After assessment of above report it has
been understood that London is one of the biggest tourist destination place where large number
of people visited in a year for specific purpose like education, business, entertainment etc. Apart
from this it shows the two most famous travelling companies that is trip advisor and Virgin
holiday. Bot the organization plays a very eminent role in serving travellers at international
boundaries by serving in best manner with impressive ideas.
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REFERENCES
Books and Journals
Ahmad, A., 2013. The constraints of tourism development for a cultural heritage destination:
The case of Kampong Ayer (Water Village) in Brunei Darussalam. Tourism
Management Perspectives. 8. pp.106-113.
Armenski, T. and et.al., 2011. Destination competitivenes: A challenging process for Serbia.
Human Geographies. 5(1). p.19.
Beritelli, P., 2011. Cooperation among prominent actors in a tourist destination. Annals of
Tourism Research. 38(2). pp.607-629.
Crouch, G.I., 2011. Destination competitiveness: An analysis of determinant attributes. Journal
of travel research. 50(1). pp.27-45.
Datzira-Masip, J. and Poluzzi, A., 2014. Brand architecture management: The case of four
tourist destinations in Catalonia. Journal of Destination Marketing & Management.
3(1). pp.48-58.
Di Pietro, L., Di Virgilio, F. and Pantano, E., 2012. Social network for the choice of tourist
destination: Attitude and behavioural intention. Journal of Hospitality and Tourism
Technology. 3(1). pp.60-76.
Fourie, J. and Santana-Gallego, M., 2011. The impact of mega-sport events on tourist arrivals.
Tourism management. 32(6). pp.1364-1370.
Brouder, P. and et. al., 2016. Tourism destination evolution. Routledge.
Bruwer, J. and Joy, A., 2017. Tourism destination image (TDI) perception of a Canadian
regional winescape: a free-text macro approach. Tourism Recreation Research. pp.1-13.
Bruwer, J., Gross, M. J. and Lee, H. C., 2016. Tourism destination image (TDI) perception
within a regional winescape context. Tourism Analysis. 21(2-3). pp.173-187.
Buosi, M. D. A., Lima, S. D. O. and Silva, Á., 2017. Relationship between the perception of
sustainable development and the place image for residents of an international tourism
destination. Estudios y Perspectivas en Turismo. 26(1). pp.128-149.
Chen, M. and Chen, J., 2017, July. Effects of Internet Word-of-Mouth of a Tourism Destination
on Consumer Purchase Intention: Based on Temporal Distance and Social Distance. In
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321-330. Springer, Cham.
Cucculelli, M. and Goffi, G., 2016. Does sustainability enhance tourism destination
competitiveness? Evidence from Italian Destinations of Excellence. Journal of Cleaner
Production. 111. pp.370-382.
Dwyer, L., Tomljenović, R. and Čorak, S. eds., 2016. Evolution of Destination Planning and
Strategy: The Rise of Tourism in Croatia. Springer.
Online:
Content Marketing for Travel, Tourism and Hospitality. 2017. [Online]. Available through:
<https://thetomorrowlab.com/2016/03/content-marketing-travel-tourism/>. [Accessed
on 24rd October 2017].
Mid-Autumn Festival Hong Kong. 2016. [Online]. Available through <http://hong-kong-
travelblog.com/events-festivals/mid-autumn-festival-hong-kong-2016/>. [Accessed on
24th October, 2017]
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