Tourism Marketing Strategies

This assignment explores the multifaceted realm of tourism marketing. It delves into effective marketing strategies employed for destinations, considering factors such as service quality, customer satisfaction, and the role of technology. The paper critically evaluates current trends and challenges in the industry, while proposing future directions for sustainable and responsible tourism development.

Tourist Destinations

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
A.............................................................................................................................................3
B. ...........................................................................................................................................5
TASK 2............................................................................................................................................5
A.............................................................................................................................................5
B.............................................................................................................................................7
TASK 3............................................................................................................................................8
A.............................................................................................................................................8
B.............................................................................................................................................8
TASK 4............................................................................................................................................9
A.............................................................................................................................................9
B...........................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Tourist attraction can be regarded as the places where individuals visit due to their
interests and beauty. Travel and tourism sector is considered as one of the fastest growing
industry in the world. Thus, government of different countries are more focused on promoting
different destinations through internet sources or social media sites so that tourists from all over
the world can visit the destination. This in turn help the economy to grow at a faster rate. For
instance, important destinations are always connected with history, culture and social tourism. in
regard to this, it is crucial for local authorities to develop the place in order to attract visitors and
develop brand image of that place in the minds of travelers (Chi and Qu, 2008).
Here, in this particular study, number of tourists visiting the destination and revenue
generated from them has been considered in regard of Royal Borough of Greenwich and Italy.
However, Royal Greenwich is one of the most popular destinations of London and attracts
tourists from all around the world. Both of these countries are considered as crucial tourist
destinations and have created opportunities for tourism in historical, cultural and social factors
(O’Driscoll, 2008).
TASK 1
A.
It can be evaluated that tourist plan to visit Royal Borough of Greenwich and Italy
destinations that are famous and involve features like heritage, culture and scenic beauties etc.
Moreover, in order to determine the world's leading tourist destination i.e. Royal Borough of
Greenwich and Italy have been considered in the study. It is essential to investigate visitor’s
profile, number of tourists visiting the destination, revenue generated etc. that helps in analyzing
it as best destination of the world (Pawitra, 2008). Following are the destinations such as-
 Royal Borough of Greenwich- It is built on the bank of river “Thames” in South East
London and possess a stunning location with wide range of attraction points and open
spaces that offers varied cultural experiences. Tourism within Royal Greenwich
generates an approx. amount of 774 million Pound every year and provides various job
opportunities for local people. It involves variety of traveler destinations that involves O2
arena, Britain's only urban cable car, London's prettiest royal park and Prime Meridian
of the World longitude zero (Petia and Peter, 2004). However, It states that 18 million
people visit Greenwich every year.
 Italy- It is one of the best destination that attracts varied people from all around the
globe. About 47.7 million tourists visited Italy in 2013 thereby, it became fifth best place

in the world. Most of the travelers visit this place because of its rich heritage, culture and
art. It also consist of world famous monuments and buildings that attracts art lovers and
archaeologists. IN 2013, tourists spend around 33.3 million Euros while in 2012 that
was nearly to 32.6 billion Euros (Cracolici and Nijkamp, 2009).
Tourist destination of Greenwich
Main tourist
attraction
Number of
visitors in
2013
Number of
visitors in
2012
Amount
spend in
2013
Amount
spend in
2012
Kind of
visitor
1 O2 Arena 2894698 2444296 56446611 47663772 Historical
2 Urban cable car 2138130 1789974 34210080 28639584 Historical
3 Royal park 6701036 5575946 Free Free Historical
and cultural
4 Prime Meridian
of the World
Longitude Zero
196576 192367 Free Free Historical
Tourist destination of Italy
Tourist
attraction
Number of
visitors in
2013
Number of
visitors in
2012
Amount of
cash
generated
2013 (in
Euros)
Amount of
cash
generated
2012 (In
Euros)
Type of
travelers
1 Vatican Museum
1741400 2378700 666066000 85747200
Historical
and art lover
2 Leaning Tower
of Pisa 2943412 3044200
37231187.8
4 36781360
Historical
3 Grand Canal
Venice 13571400 13587700
11397145.8
9 107100000
Adventure
4 St. Peter's
Basilica 6541300 6758700 298320000 300160000
Historical
and religious
5 Colosseum 8441260 8558700 100194690 95200000 Historical

It can be evaluated that both the assessed destinations Royal Borough of Greenwich
and Italy are considered to be the main tourist places which attract wide range of travelers in the
year 2013 as compared to 2012. In addition to this, in terms of revenue generation Royal
Borough of Greenwich is considered high and thus it has been the world's leading tourist
destination with 18 million people visiting every year (Ferreira Custódio, 2014). Greenwich helps
in meeting the preferences of people because of its geographical conditions that provides stable
climate. On the other hand, people visit Italy for different purposes like carrying out religious and
cultural activities and visiting scared places.
B.
As the travel and tourism market is growing exponentially, trends have changed up to a
significant level. In the early times, traveling was limited to informal tours and trips in order to
entertain themselves. They were defined to a fix time period such as holy reasons or visiting
world best monuments. However, in the expansion of the supply chain by the tour operators,
government and other external bodies, eventually it changed the demand of people up to a
greater extent. Italy possesses a wide range of sculptures, monuments, arts, architectures etc.
For instance, with the growth of more than 4.4% GDP every year, it help country’s economy to
increase (George and Mawby, 2015). Thus, Italy expects to become famous destination for
tourists. However, it has been expected that in the coming year, till November 2016, around 25
million people will be visiting Italy.
Furthermore, Royal Borough of Greenwich is developing as the world famous
destination in London. It expects a regular development in infrastructure and luxurious facilities
provided by the government so that country anticipate around 18 million people to visit every
year. They experience Royal Park, O2 Arena, Longitude zero and cable car etc. attracts people
and influence them to visit Greenwich every year. It is stated that Greenwich expects to
encourage the number of tourists by 25% till 2018 (Costa and et.al., 2010). Thus, visitor number
is rising day-by-day in Greenwich on a continuous basis because of rapid growth and
development in the country as compared to Italy.

TASK 2
A.
It can be evaluated that Royal Borough of Greenwich i possesses best places to visit
and satisfies the needs of the passengers. It involves various cultural, social and physical
attributes that influences people to visit Greenwich and are as follows-
 Cultural- Due to the favorable climatic condition, holidaymakers prefer to visit
Greenwich. It involves wide range of communities such as Christians, Hindus, and
Muslims etc. who comes to visit altogether at the same place. Here, various cultural
events and programs occur and thus, it attracts different tourists to visit the destination.
Thus, all such cultural festivals and events attract tourists from all around the world
(Dahles, 2013).
 Social- People those who are living in Royal Borough of Greenwich defines themselves
as white British. However, there is wide range of events, festivals and sports conducted
that helps in creating best relationship among local and international people. Thus,
people living in Greenwich needs to develop their skills and talent so that they can
perform this at international level. However, these objective helps in delivering the best
experience to the visitors (Martínez-Ruiz, Martínez-Caraballo and Amatulli, 2010). It
also influences different people with educational needs such as research and
development and also people who prefer to love archaeology, art and history.
 Physical features- Here, Greenwich hosts world largest sport event i.e. Olympics and
Para Olympics. This has made the country economically high. Also, development in this
aspect is very fast and also create wide job opportunities in the market. Thus, it attracts
varied tourists to visit the place from all around the globe (Masip, 2006). Following are
the physical features that involves sports, health and education, employment skills and
transport activities etc.
1. The administration of Royal Greenwich focuses on developing the potential of the
local people in sports and enhance their health.
2. However, in regard of availing long term benefits it is essential to develop
relationship with the trading partners present around the globe (Pechlaner, Kozak
and Volgger, 2014).
3. Also, different regions provide wide academic qualities to the students and provide
them opportunities to grow and develop their skills and knowledge.

4. Furthermore, transport is the main factor that helps in connecting the bridge
between different places. Country also promote active travel such as walking and
cycling in order to attain desired objectives (Peric and Djurkin, 2014).
B.
It can be determined that with the current enhancement in the characteristics of
Greenwich has led to attain successful growth and development. It involves culture, social and
physical features that have varied impact upon attracting tourists to visit the destination.
However, Royal Borough of Greenwich physical, social and cultural features has been
compared in respect of Italy are as follows-
 Cultural- On the other hand, the cultural environment of Italy involves different art,
music and fashion elements that influences people to visit the country. Further, Italy
originated both Opera and Ballet dance. Italy is also famous for its culture and art of
making Pizza. Thus, it attracts food lovers from all around the world (Giudici and et.al.,
2013). Furthermore, it also involves ancient architecture that led to the growth and
development of the place and attract a large number of tourists from all around the
globe. It also involves varied buildings that have the crucial significance with the
perspective of religion and art. For instance, Italy organizes numerous cultural events
and programs that attracts people from different countries every year and provide
opportunities to localites to perform at international level (Hoffman, 2006).
 Social- Here, the society experiences wide range of changes and development in
different aspects such as social, cultural political. Italy is a hub of various expertise and
possess different high quality infrastructural features. Also, here, it is a educational
center which consist of different educational institutions, colleges and universities that
helps students to gain better knowledge. Italy involves vast range of resources and also
it is historically rich country that gains attention of different people across the globe
(Ingram, 2003). Italy owns a famous Opera House and theaters for musical events.
From the view point of social characteristics, Italy attracts wide range of tourists. It
follows rigid rules and regulations that impacts the travelers arriving within the country.
Here, government provides proper guiding facility for tourists so that they can get
proper information about the famous spots.
 Physical features- Moreover, the physical features of Italy involves high Mediterranean
climate, as country is situated on the region of Tiber River. Further, this country is the
combination of two extreme features i.e. urbanization and natural reserves which are
mostly used for agricultural purposes. This Nation possess unique transport facility in all

the three modes i.e. air, rail and road. It consist of 3 international airports that connect
from different parts of the world. Italy has sound railway network in the world
(Jayawardena and et.al., 2013).
TASK 3
A.
Following are the different economic and political features of Greenwich and Rome that
are as follows-
 Economic features- Greenwich comes up with different stages of evolution and thus,
growth and development has been attained. The destination is been considered as the
world heritage site and also gives varied royal status in order to attract tourists from
different countries. Organizing Olympic games are one of the crucial economic factor
that helps in providing different job opportunities to local people. However, travel and
tourism is considered as the main source of income generation for the residents
(Haddad and Teixeira, 2015). Moreover, organizing different events help in growing and
developing the infrastructure, trading activities, transport and health benefits to travelers.
As compared to Greenwich, Italy possesses different economic characteristics. It have
been considered as the most advanced and developed cities within the world. Also, it
features significant share within the GDP of the country i.e. 7%. However, country also
attains an annual growth of more than 4.4% as it is the fastest growing country
(Meshack and Datta, 2015).
 Political features- Royal Borough of Greenwich involves Democratic government which
is operating under the Westminster parliament that comprised of Eltham, Erith and
Greenwich and Woolwich. Such type of governance consists of 51 counselors and they
are segmented into varied departments who are taking care of different part of the
region. Further, there are different fundamental areas in which government works such
as council issues, emergencies, economy, finances, democracy and grants etc (Prayag
and Ryan, 2011). On the other hand, Italy functions on the princples of decentralization
of power and authority. It has been divided into different administrative subdivisions
under which it works. Here, the local government is in the direct control of Campidigligo.
B.
It can be stated that the cultural, social, economic, political and physical features of the
Royal Borough of Greenwich influences the tourists to visit the country. This particular
destination attracts tourists as it provides wide range of resources. However, people who are

fond of culture and art get attracted towards the destination as it appeals to the visitors and
capture their best moments with friends and family (Robie, Kidwell and Kling, 2003). On the
other hand, the political framework of the country is in total favor of growth and development so
that tourists can be increased in numbers and this can help the local people to earn their
livelihood. For instance, the major number of job opportunities have been developed because of
increasing tourists every year. Thus, GDP of the country also rises. Moreover, the local
administration and government bodies undertake different steps to develop the culture and art
of the destination and influences people to visit. Thus, all such forms help tourists to visit the
country and boost the sales. Tourists come to the destination to attend different national and
international events and offer opportunities to local people to enhance their skills (Samuel and
Agyei, 2006).
However, it helps in minimizing the unemployment rate within the country and raising the
per capita income, so that the growth and development can be attained in an effective manner.
Furthermore, geographical feature involves stability in the climate that favors tourists to visit the
place. While, it also influences different scholars to visit the country for the purpose of research
and development in the field of art and culture (Warren, 2010). Thus, possessing stable climate
helps students to know different facts regarding the geographical conditions of the country. At
the end, social features of Royal Borough of Greenwich also favors in increasing the tourist
attraction with the help of local people. Thus, organizing international program helps in boosting
the talent of local artists and providing them exposure to perform at international level.
TASK 4
A.
Following are the three different issues occurred within the Royal Borough of Greenwich
and this affects the tourism demand. However, different positive events helps in attracting
tourists from all around the globe. On the other hand, the identified issues has affected the
popularity of Greenwich as compare to Italy.
 Sports connection- At the time of organizing different sports event such as Olympics,
there are varied private businesses who develops external relationship with local people
in order to carry out trade activities whichimpacts the growth and development of
Greenwich. On the other hand, in Italy there has been no sports events organized from
long time and thus it declines the popularity of sports among people. However, it
decreases the number of sports visitors to the country (Shafii-Muhammad and Usman,
2010).

 Religious fundamentals- It is another issue that affects the popularity of Royal
Borough Greenwich i.e. religious fundamental of people which states that inclination
towards any specific religion obstructs the visit of people to the place as here people are
neutral and they do not follow any particular religion. While, Italy focuses on spreading
and following Christianity among people. Thus, it involves varied sacred and holy places
so that different tourists visit the country in order to view the famous churches as well as
attend religious events (Trends. 2014).
 Natural phenomenon- Greenwich owns favorable and stable climate which is its brand
image in market and thus influence tourists to visit the country. It also attracts different
scholars to visit the place and carry out their research and development. However, any
disturbance in the climate will affect the tourism sector up to a great extent. While, Italy
possesses no such issues with their natural climate because city is well prepared in
advance in order to handle any natural disaster (O’Driscoll, 2008).
B.
Responsible tourism can be stated as a proper and planned way to expand the tourist
activities developed by government by involving local people as well. Here, it is essential for
administration to involve local people as they help in promoting the tourist destination across the
world and influence travelers to visit the place. In order to promote tourism it requires hoteliers,
restaurant owners, fun and entertainment providers, local people along with government. Thus,
the appeal made by all these people help in sustaining the destination and emphasize on
responsible tourism (Petia and Peter, 2004). These are as follows-
 For instance, through involving local people in the decision making process it helps in
enhancing the tourist spots so that best use of available resources can be done.
 Further, it is essential to have in-depth understanding of cultural, social and political
environment of the country so that visitors experience can be made meaningful and
best (Cracolici and Nijkamp, 2009). Providing various job opportunities to local people
helps in developing tourism activities and generate high revenues (George and Mawby,
2015).
CONCLUSION
It can be concluded from the above study that travel and tourism is the best growing
industry in the world. That can be in terms of economic earning and number of tourists visiting in
the country every year. London Government also tries to enhance the prevailing conditions of
the region with the aim to improve the number of visitors visiting the destination. The

comparison done between Royal Borough of Greenwich and Italy in different aspects such as
social, cultural and physical feature helps in stating that both the destination possess different
attributes to attract travelers. .

REFERENCES
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