Tourism Marketing Strategies Analysis

This assignment delves into tourism marketing strategies, examining case studies of the Philippines and Spain. It analyzes concepts such as destination branding, the impact of word-of-mouth marketing, and the role of social media in shaping tourist perceptions. The analysis draws upon academic research and practical examples to illustrate effective tourism marketing practices.

Tourist Destinations

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Analysis of main tourist destinations...............................................................................3
1.2 Analysis of statistics to determine tourism destinations trends and predict future trends.4
TASK 2............................................................................................................................................6
Covered in PPT.......................................................................................................................6
TASK 3............................................................................................................................................6
3.1 Comparing the appeal of current leading tourist destination with developing tourist
destination...............................................................................................................................6
3.2 Evaluating how characteristics of tourist destination affect its appeal.............................7
TASK 4............................................................................................................................................8
4.1 Analysis of the issues that affect popularity of tourist destination...................................8
4.2 The potential for responsible tourism community at worldwide tourist destination........9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Tourism is an important aspect for all countries as it helps in contributing the revenue of
that country. So tourism is always promoted by all. For this purpose various tourism companies
are there who provides the services to the tourist and make their holiday best. TUI group is also
one of the leading multinational travel and tourism company (Ashton, 2014). Headquarter is in
Hanover, Germany. In the below given report analysis in relation to various tourist destinations,
income generated from it will be done. Also tourism destination trend will be analysed and future
trend will be predicted.
TASK 1
1.1 Analysis of main tourist destinations.
In travel and tourism a change has been noticed with the change in environment and
various conditions. Occurrence of these changes are due to various factors of these tourist
destinations. Due to these changes number of tourist have increased (Goodall and Ashworth,
2013). There are various tourist destinations which have many such attractions that help them to
attract large number of tourists. United states, France, Spain, China, Italy, Russia, Mexico,
Germany, Turkey are some of the most popular tourist destinations. Economy of any country is
greatly affected due to these increasing trend. With the help of it income generation sources and
generation of employment opportunities are also having great impact (Kasseanand Gassita,
2013). There are various such destinations which by making an effective appeal are attracting the
visitors towards them and are highly popular. UK-
No. Of visitor- After the survey to identify the numbers of visitors is high more than others
countries such as USA, Thailand, Italy and Spain. According to the researchers to identify the
official figure about the visitors in the UK is approx 37.3 %.
Spending by per visitors- Visitors spending a total of approx £22.2 per holiday
 USA
No. of visitor- Around 100 million tourists visited Florida in 2015 and in the New York
City was the most-visited city by international travellers in 2015 with around 6.6million.

Spending by per visitors- Visitors spend money approx 2.2 percent for lodging, food,
souvenirs, entertainment and 1 percent drop in passenger fares.
 Spain-
No. of visitor- More than 60.8 to 64.6 million tourists decided to spend their holidays in
Spain.
Spending by per visitors- Average tourist spending in the around €1,015 for full trip and
€116 a day and an International visitor spend approx 73.124 billion Spain in holiday.
 Italy-
No. of visitor- More than 46.1 million tourists visit country in a year
Spending by per visitors- Per visitors spend the money in travelling in Italy is around €121.
The price of food for one day is €32 and price of a hotel for a couple approx is €129.
 Thailand-
No. of visitor- Visitors to Thailand should rise to 32 million and around 60 to 70 percent of
travellers are repeat.
Spending by per visitors- Spending by per visitors they spend around the 150 U.S. Dollars
per day.
1.2 Analysis of statistics to determine tourism destinations trends and predict future trends.
Selection process of tourist destinations by tourist is affected by various factors. The
trend which is taking place in the current world is described by this selection process. There are
various features in which are related to a destination that attracts the tourists towards it (Kim,
Evesand Scarles, 2013). Cultural aspects, social aspects, change in exchange rates, economic
conditions, fluctuation in value of currency, change in weather or climatic conditions are some of
the features that affect tourism. By studying the past trends it can analysed that the number of
visitors is increasing at a fast rate. Attending to the increased number of visitors will require a
similar increase in workforce thereby increasing the employment opportunities in the world and
also due to this there will an increase in the revenue that will also help in economic development
of the country. If the destination is well developed that due to this movement of people and
information from one place to another will be facilitated and will be lot easier. Comfort of the
visitors should be the top most priority of TUI group and that can be enhanced with the help of

providing better communication facilities, accommodation facilities, and transportation facilities
(Leeand Lee, 2014). There are various attraction features of a destination that will attract visitors
such as its historical monuments, infrastructures, beaches, mountains and different cultures.
Weather condition is another important aspect as if the climate will be pleasant one visitors will
feel nice and will be more comfortable. Various measures will be required to be adopted in order
to predict the future trends of various tourist destinations that will be helpful for the company in
making an effective appeal to its visitors. The tourism sector is increasing with time. It can be
noticed with the data given that the contribution of this industry in economy is increasing with
the time and will further increase in the future. Also with the increase in the facilities that are
provided to the visitors the future trends can be estimated. in case of USA the contribution has
increased from 17939.1 in 2014 to 32996 in 2016 and according to the estimates will further
increase to 44798 in 2025. in terms of no. of visitors also the trend is showing the growth with
75.0 million in 2014 to 79.8 in 2016 and number of tourist is expected to increase till 2025 to
81.4 million. The same information regarding various other destinations is presented in the tables
below.
SPAIN 2014 2015 2016 2025
Contribution to
Economy
1375.8 1192.9 1775 2123
No. of visitors 56 63 68 75
UK 2014 2015 2016 2025
Contribution to
Economy
2998 2861 4622 7265
No. of visitors 32.6 m 34.4 m 38.5 m 67.3 m
THAILAND 2014 2015 2016 2025
Contribution to
Economy
404.32 395.17 767.2 877.52

No. of visitors 48 m 50 m 53 m 58 m
ITALY 2014 2015 2016 2025
Contribution to
Economy
2149.81 1821.5 2393 5689
No. of visitors 48.6 m 50.7 m 53.8 m 64.9 m
TASK 2
Covered in PPT
TASK 3
3.1 Comparing the appeal of current leading tourist destination with developing tourist
destination
Comparison is required to be done between two destinations in which one will be
developed destination and other will be the currently developing destination. So the first one is
United Kingdom which is developed one and the other one is India which is currently a
developing tourist destination (Stalidisand Karapistolis, 2014). Various factors are present which
not only affect the industry but are also outside the controlling power. Being a developed country
United Kingdom has various advantages such as it has developed communication skills,
accommodation and transportation facilities and all these facilities help it in developing tourism
in the country as tourism is basically dependent on all these basic facilities. With the positive
impact there are certain factors which affect the tourism in an adverse manner and one such
factor is criminal activities which is increasing against tourist and having a negative impact
(Pike2015). In United Kingdom, there are various rules and regulations against these criminal
activities and they are also applied in an effective manner and thereby leading to reduction in
crime rate. Whereas in India crime rate is very high and also it is not being reduced. Comparison
can also be done on the basis of the weather conditions of both the countries. According to it
United Kingdom enjoys warm and favourable climate but in India weather is relatively very hot.
Various other factors are also there on the basis of which comparison can be made and they are
shown by way of comparative table given below.

Basis of comparison United Kingdom India
Physical features There are various tourist
attractions which include Eden
project, The Backs,
Shakespeare's globe,
Edinburgh and Torquay.
In India major tourist
attractions are Taj Mahal,
Amer Fort, Humayun's Tomb,
Ganges river.
Legal features There rules and regulations are
strict and due to that crime
rates is reduced
In India crime rate is very high
and also it cannot be reduced
due to weak legal structure.
Climatic conditions In UK weather is warm and
pleasant which appeals the
visitors.
Climatic conditions in India
are not so good and weather is
hot which can affect the health
of visitors.
Technological features Being a developed country UK
has highly developed
technology which will help it
in providing better facilities.
Technological development in
India is not so strong which
acts as negative factor for it as
due to this visitors are not
provided with good facilities.
3.2 Evaluating how characteristics of tourist destination affect its appeal.
The appeal made by any country for attracting tourist is highly affected by characteristics
of tourist destination. For the purpose of this report cuba is selected as the tourist destination
(Santosand Vieira, 2012). There are various factors which are needed to be understood for the
purpose of understanding how characteristics of tourist destination affect appeal. The factors are:
Cultural attraction: - The culture of a destination, its tradition, festivals, religion are
some of the aspects which greatly affect the appeal made for attracting visitors. The kind of
lifestyle of that destination, events is some of its examples. Modern tourist destinations in cuba
largely help it in attracting the visitors. The main religion of Cuba is Catholicism. A lot of
Jehovah's are also seen here.

Physical characteristics: - The quality of infrastructure, proper accommodation
facilities, and transportation and communication facilities are the features that describe the
physical characteristics of a place. They are the basic requirements and if they are proper they
will appeal the visitors. There are various islands here which are its main attraction points.
Also the longest river Rio cauto flows here for 213 miles which attract lots of visitors.
Access to destination: - Location of the destination will describe its accessibility that is
whether proper transportation facilities are available or not to reach the destination. This will
help in determining the effectiveness of appeal.
TASK 4
4.1 Analysis of the issues that affect popularity of tourist destination.
The popularity of tourist destination is affected by various factors (Sartor iMottironiand
Corigliano, 2012) that are required to be taken into consideration by the TUI group in order to
maintain its place in the market.. These factors determine the level of appeal that is being made
to attract the customers with these destinations. Sustainable tourism can be achieved by
providing the visitors with best facilities which will encourage them to remain with TUI group
and hence will ensure the sustainable growth of tourism industry. Some of such factors are
discussed below:-
 Natural Disasters: - The activities of a destination are greatly affected due to the impact
of natural disasters. A natural disaster not only affects tourism industry but it affects the
activities of such place to a large extent. If the place will be free from disasters than it
will attract more visitors and thereby resulting into the growth of TUI group and
also will ensure the sustainable growth in tourism.
 Change in climatic conditions: - As every person cannot adapt to climatic condition so
change in the climatic condition of the destination can affect the health of the visitors.
Both positive and negative impacts can be noticed over the tourist destination due to
change in climatic conditions so this should be taken care by the company in order to
maintain the loyalty of visitors.
 Political issues: - The interest of the tourist will be harmed due to the political issues as
due to them a situation of riots will developed in the country which will lead to closure of

certain areas. As some times in the case of emergency government ask the public to
remain in their homes.
 Tourism Trends: - The popularity of any destination is greatly affected by the trends that
are prevailing in the market and also as some of the tourist has an interest in visiting
different destinations and due to this the popularity of the other destination will be
affected.
 Terrorism: - Terrorism greatly affects the tourism as in the case of the tourist attacks
popularity of that destination is affected. Visitors will be less interested to visit such
places where there have been cases of terrorism in the past. It should be the prime
responsibility of TUI to ensure the safety of the visitors and by providing these additional
facilities visitors can be retained and will result in sustainable tourism.
4.2 The potential for responsible tourism community at worldwide tourist destination.
tourist destinations
Date: 13th May 2017
Responsible tourism is necessary as it is important that the destination which a visitor visits
should be made safe and secure in order to make it appropriate for living in that area (Sigala,
Christouand Gretzel, 2012). Social, economic and environmental impacts have been reduced
with the help of responsible tourism. The three principles of giving respect to the people,
making the culture understandable, and not harming the destination are the main aspects on
which it is based. To achieve this motive various organisations are established. The main
objective of these organisations is to make employment opportunities so that economy of
United Kingdom can be enhanced as income will be generated due to this which can be utilised
for increasing the standard of living.
In Egypt the main focus which is placed by responsible tourism is in relation to
formation of some positive effect over the economy, and people of that destination. In addition
to it the focus should also be given to make positive effect on the tourists. In order to preserve
the natural environment egypt is focusing on promoting its natural beauty.

CONCLUSION
From the above mentioned report it can be concluded that for the promotion of tourist
destination it is important that main focus should be given to the comfort and satisfaction of
visitors. For the achievement of this various factors are required to be kept in mind such as issues
that affect the popularity of a destination and it is known from the report that TUI is performing
its actions properly.

REFERENCES
Books and journals
Ashton, A.S., 2014. Tourist destination brand image development—an analysis based on
stakeholders’ perception: A case study from Southland, New Zealand. Journal of
Vacation Marketing. 20(3). pp.279-292.
Goodall, B. and Ashworth, G. eds., 2013. Marketing in the Tourism Industry (RLE Tourism): The
Promotion of Destination Regions. Routledge.
Kassean, H and Gassita, R., 2013. Exploring tourists push and pull motivations to visit Mauritius
as a tourist destination. African Journal of Hospitality, Tourism and Leisure. 2(3).
pp.1-13.
Kim, Y.G., Eves, A and Scarles, C., 2013. Empirical verification of a conceptual model of local
food consumption at a tourist destination. International journal of hospitality
management. 33. pp.484-489.
Lee, B., Lee, C.K and Lee, J., 2014. Dynamic nature of destination image and influence of tourist
overall satisfaction on image modification. Journal of Travel Research. 53(2).
pp.239-251.
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.
Pearce, P.L., 2013. The social psychology of tourist behaviour: International series in
experimental social psychology (Vol. 3). Elsevier.
Pike, S., 2015. Destination marketing. Routledge.
Reza Jalilvand, M and Samiei, N., 2012. The effect of word of mouth on inbound tourists'
decision for traveling to Islamic destinations (the case of Isfahan as a tourist
destination in Iran). Journal of Islamic Marketing. 3(1). pp.12-21.
Santos, C and Vieira, J.C., 2012. An analysis of visitors' expenditures in a tourist destination:
OLS, quantile regression and instrumental variable estimators. Tourism
Economics .18(3). pp.555-576.