Tourism and Hospitality Marketing

This assignment delves into various aspects of tourism and hospitality marketing. It examines the influence of mega-sport events on tourist arrivals, the role of culinary brand equity in travel intentions, and the impact of digital platforms on destination branding. The analysis incorporates research articles and a case study focusing on Portugal as a tourist destination.

Tourist destinations

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analysis of major tourist destinations in the world in terms of visitors...........................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 destinations explaining their
appeal to tourists.....................................................................................................................3
2.2 Compare features of developing and leading tourist destinations....................................5
TASK 3............................................................................................................................................6
Covered in PPT.......................................................................................................................6
TASK 4............................................................................................................................................6
4.1 Analyse issues that affect the popularity of tourist destinations......................................6
4.2 Discuss the potential for responsible tourism to enhance the host community at worldwide
tourist destinations..................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The role of travel and tourism in the economic development and growth is vital. This help
in providing a specific attention toward a particular sector. This adopt several methods,
techniques and tools that avail in promotions of services toward the visitors and business persons
drawn. The present study have evaluated and examined the entire tourism scenario of developing
as well as developed nations in last few years. This have also compared the social, physical and
cultural places. Destination are being more popular as they render services to their guest or
tourists. The report aim to analyse the factors of physical, culture and social that influence the
role of tourism. It will discuss that reasons of changes often are different in the sector of travel
and tourism where the company modifies itself.
TASK 1
1.1 Analysis of major tourist destinations in the world in terms of visitors
TUI group is an MNC of travelling and tourism sector which provide services of travel
agencies, airlines, hotel, retail stores and cruise ships Visitors like various places which are
different such as Spin, Italy, franc etc. This company have 6 airlines of European including
holiday fleet which is largest in Europe and 9 operators. It have been observed within last few
years that the citizen's living standard of United Kingdom which have assisted travel sector in
better way (Ahmad, 2013). The traveller increased number helping countries in development and
generating revenues, According to the report 2013, the number of travellers was 31.3 million that
have increased in 2014 by 32.6 million which explains the popularity of United Kingdom.
This will assist in serving clients mores services. Study shows the amount of visitors have
increased in USA in comparison of China, Thailand and Mexico. Also UK is earning more
revenues out of these activities which is helpful in gaining revenues. In the year of 2013, global
travellers were 177.9 billion which decreased by the end of 2014 to 177.2 billion only.
France
This is the most favourable and liked place of visitor as they love to visit more historical
and ancient places. In 2013, 12 million people have visited the countries which have increased to
55.4 million by the end of 2014.
Turkey
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It is one of precious places that attract consumer to wander and look them. Number of
people who visited the nation was 37.8 million in 2013 which raised in 2014 by 39.8 million.
The changes is indicating the development in sector of travel and tourism.
Thailand
The country attract large number of travellers toward it which was 41.8 million in 2013
and 38.4 million in 2014. The country is generating more margins and income through the travel
and tourism services.
Hong-Kong
This is the one of most amazing places services the advanced technologies that have
attracted large amount of travellers for visiting the nation once even. Approximately 42.2 million
visitors have visited in 2013 which turned in 32.5 million in 2014.
1.2 Analyse the statistics which determine tourist destination and future trends
Year Total Amount of
Travellers
(million)
Expenditure
(Billion)
Average
expend each
visit
Average
expenditure
of nights
each visit
Foreign Cost Balance
(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
2008 31.36 € 52.23 € 563 7.3 -€ 20.32
2009 31.45 € 96.12 € 589 7.8 -€ 21.36
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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 study of past one decade, this is evident that large amount of visitors
have increased in United Kingdom since few years, which have raise the income of country as
well. For example: British museum, and National gallery is most popular places which the
visitors like to visit the most. According to the amount of 2013, there were more than 6.7 million
visitors of the British Museum. The amount of traveller was 24.15 in 2003 million afterwards it
constantly increased. This have been observed after the survey that top most liked countries to
visit in Australia and USA. The trade have been measured through the importance and
evolvement policies that have gained position in global tourism area. It will avail in measuring
entire developing trade which render best destination to the travellers in an attractive manner. In
past 5 year, the Gross Domestic Products increased by 10% that is the reason of increment in
employment of 4 million citizens in effective way.
TASK 2
2.1 Analyse cultural, social and physical features of tourist destinations explaining their appeal
to tourists
Before analysing culture, social, physical features of tourist destination it is required to
understand the meaning and abstract of tourism. Tourism contains memorable, adventurous
experience from the different destination all over the world of various countries.
World is full of adventurous and beautiful historical destinations and this the origin of the
tourism. Tourism has become a vital source of getting information about the world in the way of
practical life experience.
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Apart from entertainment and adventure motive it has become a source of income and
increasing employment opportunities (Armenski and et.al., 2011). Tourism is also a medium to
encourage economical growth and also provide opportunities to aware different cultures an
traditions of various countries.
Tourist culture and motives vary from different purposes, a years ago tourism was known
as an adventurous experience, pleasure and entertainment purpose. But now it has been turn in to
many objectives. Now the tourism is used for educational, business analysis, cultural
development, and most important purpose to introduce the tradition and culture at the global
level.
For analysing the cultural, social and physical features of tourist destination lets have a
look on Africa and Asia- pacific which are the most rated continent across the world as per
global tourism reports and statistics.
Cultural and social :- African tourism is known as its geographical structure and also because of
its traditional culture. Cape Town Central, Merzouga, Fes, Diaina Beach are the most famous
destinations in Africa. Africa is second largest continent on the earth covering 30.3 million km²
is known about its warm climate and wild life cycle. Africa known for its 'Kalahari Desert' which
is very famous for its Wild life characteristic (Beritelli, 2011). Africa attracts those people of
groups who are aligned with the profession of wild life photography and geographical studies
and researches.
Tourism of Asia- pacific is known for its different culture, tradition, values which represent the
Asian societies from different countries. Diversity of culture create curiosity and attracts tourists
to know the culture of world's largest continent. The best countries for which are known because
of their Diversity and culture is India, Sri Lanka, Nepal, China, Pakistan. India is full or
mysterious and adventurous destinations, its tourism is combination of courage and history of
great emperors. Culture of Nepal and china is known for their peaceful environment.
Physical Features of tourist:- Physical features stand for the geographical diversity of a
continent. Asia is covering 30% of total land area on the earth and divided into many parts,
majorly it is divided on the basis of landscapes, water areas, mountains, woods, Forests. Tourist
ask for the destinations to get the utmost adventurous life experience in their life. Now a days
tourist are choosing the plateaus destinations to feel the experience of hight. People of group who
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like wild life photography, camping, hill climbing, sports like mountain bike racing choose the
mountain destinations to gain the experience of mountains. Some destination are the famed as a
heaven of the earth, the lovers of nature like those destinations which are naturally god gifted on
the earth, they remain curious to capture that moments and keep seeking these kind of
destinations. Some of the group of people show their interest in ice skating and want to
experience the cold weather than north pole temperature (less than 0 °C(32 °F) of the earth is the
first option for them. .
Tourist appeals change according their interest. Every stream has its own specificities. The only
basis to choose tourist destinations depend on their geographical, natural and traditional cultural.
2.2 Compare features of developing and leading tourist destinations
Developing and leading tourism are not only different from each other but do not have similar
existence as well. So a proper understanding is must about them as they are different from each
other (Crouch, 2011). UK being is one of the most leading tourism spot whereas Nepal is
considered as developing visitor attraction. UK has Govt. support tourism in which legislation
support them in visitor infrastructure as well. There is a vast difference between leading and
developing tourist destination on the basis of features which are follows:
Leading tourist destination Developing Tourist Destination
United Kingdom has several elements which
attracts more tourist like beaches which attract
most of visitors per year.
Nepal always faces various and even huge losses
natural destruction which pushes their economy
10 years back.
Having good relations with other countries and
appropriate, attractive infrastructure.
Nepal do have good relations 2with other
countries but the Govt. does not have sufficient
funds to raise or to purchase advance
technological infrastructure.
Tourist has variety of spots to watch as in UK
number of man made and natural spots are more
and attractive.
Being a hazardous place , their natural spots gets
damaged by which tourism is affect heavily.
Britain's people and Govt. always welcome
outsiders to visit and stay.
Local community and Govt. always welcome
visitors but due to natural destruction on a
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regular basis localities migrates to other
countries in search of jobs and better places to
live.
Main advantage that UK has that their good
transportation network better from many
countries. This helps to fulfil satisfaction level
of all their visitors.
Unlike UK , Nepal does not have much affective
transportation system and technologies to attract
tourism.
There are several factors of Nepal which is a developing country who consists of good
transportation services but due to lack of funding by Govt. they are not able to provide and
render quality based services like United kingdom. Moreover, on a regular interval they face
natural hazards as compared to any other Country.
On the other hand, UK has more advantages then Nepal like they have good
transportation services with high technology which helps them to enhance customer satisfaction.
Therefore, these are main key differentiation which states major reason of tourist attracted
towards UK more as compared to Nepal. But based on past few reports, it ash been
acknowledged that Nepal is emerging and growing and not only that, they are making more good
relations with other countries for economic betterment.
TASK 3
Covered in PPT
TASK 4
4.1 Analyse issues that affect the popularity of tourist destinations
There are various issues which are affect the popularity of destinations. These issues are
criteria which are used regarding to know about attractiveness of the destinations.
Some of the main issues are:
 Change in climate: Climate change affects the number of tourists largely because it is not
necessary that it suits everybody (Datzira-Masip and Poluzzi, 2014). Some destinations
are cold in winter which attracts the tourists which likes the cold nature and vice versa.
 Natural disasters: Natural disasters affect the whole country and its tourists destination
places very largely which affect the whole activity that should be conducted in such
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destinations and the tourists are not interested in going to such places where such natural
disasters are conducted.
 Political issues: political issues largely affect the tourists of such country. Tourists are are
like to go to such country where government is stable and have more favourable in terms
of tourism. In countries where the government is not stable the tourists are not like to go
to such countries.
 Terrorism: Terrorism considers as a main issue which affects the the whole tourism of
such country. The countries which are affected by terrorism is not preferred by the
tourists to go there. Every one loves to go to such places where they get safety. So the the
places which are safe the number of tourists are high.
 Tourism trends: Trend in market affects the whole tourism industry. Some people always
want to go to the new and adventures places and they are searching for such places so
such kind of destinations are high number of tourists.
 Communication and transport facility: The Places where there is good communication
and transport facility has higher number tourists in comparison to such places where there
is lack of such facilities. It happens because if tourist wants to go to some other region
and there is no transport facility they does not prefer to go such places. If the countries
give the more emphasis on such facilities the count tourists can be much higher.
 Infrastructure and hotels: If some tourist destination dose not have good hotels and
having the lack infrastructure then the tourists are not interested in going to such places.
Lack of infrastructure includes the lack of roads and its maintenance and this leads to
disinterest of the tourists.
 Quality of services and facilities: hotels of the country are not providing the quality
services then it affects the popularity of the tourist places adversely. Proper facility and
effective services help in increasing the number of tourists in such country.
 Availability of Resources: The availability of resources affects the tourism destinations
adversely and the countries where the resources are not available the tourists are not like
to such places (Di Pietro, Di Virgilio and Pantano, 2012). So it is very necessary provide
resources as per the requirements of the tourists,to increase the number of tourists. Every
tourist prefer to go to such place where they get resources easily and feel comfortable.
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4.2 Discuss the potential for responsible tourism to enhance the host community at worldwide
tourist destinations
One of the major factor to enhance the tourism world wide is to provide safety to such
places and make it liveable for those people who lives in that country and for those come to that
country for visit. The country which takes efforts in such direction is makes a successful steps
towards increase of the number of tourists. Another thing that the country gives focus on is that
minimise the environmental and social impact over the destination. It is mainly based on the
three principles which are:
 Make the culture understandable for visitors
 Give respect and be humble and sensible towards the people
 Not doing any harm to the destination where the tourists are visit
In UK, they main focus is on upon the positive impact on tourists and over the destination
and economy also and the number of enterprises are working on this motive. Further also make
focus on the creation of employment opportunities and helps in increasing the living standard
and income of the peoples with aim of enhancing the economic level of UK. Presently UK
promotes its natural beauty to increase the number of tourists. Basically the main aim of the
responsible tourism is that to remove harmful effect of tourism on social, culture and economy of
the country so they get the maximum benefits. In UK 1 individual out of 12 is employed in
tourism industry and the various heritage enterprises are funded by the tourism industry for the
purpose of preserving the natural and cultural heritage.
Main point of the responsible tourism is to create employment opportunities of the local;
individuals of the UK which gives the positive impact on the economy. Further the UK works on
some issues ton remove them such as child labour and many more.
Ecotourism is also the main point which effects the whole tourism scenario because it increases
the tourism in positive away (Fourie and Santana-Gallego, 2011.). The UK has more than 28
natural and cultural UNESCO world heritage sites which mainly responsible for the tourism.
Various efforts are done by the UK to increase the tourism and to promote the natural
beauty and it is also necessary to maintain they discipline in this industry.
So this is the way that tourism industry should be maintained and will lead to the higher growth.
Some of the benefits to the UK because of responsible tourism:
 TO minimise the negative social,environmental and economic impact
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 This generate economy for the local people and it also helps in enhance the level of
services.
 Increase the satisfaction of tourists.
CONCLUSION
Finally, It should should be concluded that tourism sector is growing continuously
because of various famous destinations. This industry has continuously grows in the region of
Europe and in Asia too. There are many countries which are dependent on this industry. There
are various factors which are attract the people to visit the different places. Developing countries
like India , Nepal are grabbing more business of tourism in global tourism market because of the
destinations are unexplored in these countries so the tourists are attracted to such countries.
Another factor of increasing tourism in these countries is that they are cost effective because the
air tickets , hotels and other resources are cheaper. So the the countries are centre of attraction
for the tourists.
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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.
Frenzel, F., Koens, K. and Steinbrink, M. eds., 2012. Slum tourism: Poverty, power and ethics
(Vol. 32). Routledge.
Horng, J.S. And et.al., 2012. Understanding the impact of culinary brand equity and destination
familiarity on travel intentions. Tourism Management. 33(4). pp.815-824.
Laws, E., 2011. Tourist destination governance: Practice, theory and issues. Cabi.
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.
Prayag, G. and Ryan, C., 2011. The relationship between the ‘push’and ‘pull’factors of a tourist
destination: The role of nationality–an analytical qualitative research approach. Current
Issues in Tourism. 14(2). pp.121-143.
Prebensen, N.K. And et.al., 2013. Motivation and involvement as antecedents of the perceived
value of the destination experience. Journal of Travel Research. 52(2). pp.253-264.
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.
Shoval, N., Isaacson, M. and Chhetri, P., 2013. GPS, smartphones, and the future of tourism
research. The Wiley Blackwell companion to tourism, pp.251-261.
Tortella, B.D. and Tirado, D., 2011. Hotel water consumption at a seasonal mass tourist
destination. The case of the island of Mallorca. Journal of environmental management.
92(10). pp.2568-2579.
Online:
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Content Marketing for Travel, Tourism and Hospitality. 2017. [Online]. Available
through:<https://thetomorrowlab.com/2016/03/content-marketing-travel-tourism/>.
[Accessed on 18th October 2017].
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