Unpacking the Complexity of Tourism Destination Marketing

The provided content consists of academic articles and online resources related to the theme of tourism. The articles cover topics such as destination leadership, sustainable tourism, destination quality, tourist decision-making, and destination branding. Additionally, there are online resources that discuss global travel trends, including international tourist arrivals and top travel trends for 2016. Overall, the content highlights the importance of understanding tourists' behaviors, preferences, and decision-making processes to develop effective marketing strategies for destinations.

Tourist Destinations

TABLE OF CONTENTS
Introduction................................................................................................................................4
TASK 1......................................................................................................................................4
1.1 Analysing of main tourist destinations including income generation and number of
visitors...............................................................................................................................4
1.2 Analysing the statistics for the determination of tourism destination trends.............6
Task 2.........................................................................................................................................8
Enclosed in PPT................................................................................................................8
TASK 3......................................................................................................................................8
3.1 Comparison between current leading tourist destination and currently developing
tourist destinations............................................................................................................8
3.2 Evaluation of characteristics of a tourist destination which affect their appeal.......12
Task 4.......................................................................................................................................12
4.1 Analysing the issues that affect the popularity of tourist destination......................12
4.2 Determining the potential for tourist destinations to enhance the host community. 14
Conclusion................................................................................................................................14
References................................................................................................................................16

ILLUSTRATION INDEX
Illustration 1: World Travel Trend.............................................................................................8

INTRODUCTION
In the current scenario of competitive global market industry, scope of tourism has
increased with swift pace due to many elements like changing lifestyles; higher disposable
income and increasing number of youngsters which are significantly driving the growth of
tourism industry. The present module hereby provides a comprehensive understanding of
characteristics of different tourist destinations. People travel various destinations for many
purposes like; business and casual trips (Pechlaner, Kozak and Volgger, 2014). However, the
core of travelling purposes lies in destinations. Tourist destination is an attractive place where
people visit for its exhibited or inherent cultural value, natural beauty and historical
significance as well as for amusement, adventure and leisure. In order to broaden the scope of
travel and tourism businesses, it is essential to study the travel patterns and factors like
physical, social and cultural which can affect the appeal of tourist destinations. Furthermore,
it will also emphasize on the statistical data and information to study the trends of future
tourism. a,By keeping the customer loyalty constant, TUI Group is significantly making
many efforts and seeking out opportunities across the globe to attain profitability and
customer satisfaction by analysing and evaluating new travel and tourism experience.
TASK 1
1.1 Analysing main tourist destinations including income generation and number of visitors
In accordance with the provided case scenario, TUI Group is focused to identify new
challenges and issues that are faced by many tourist destinations worldwide. In order to
improve the holidays of people, it is required to make right decisions and plan by identifying
and examining latest trends and issues in the changing environment which can affect the tour
management operations (Rajaratnam and et.al., 2015). Here, TUI Group analyses the top five
tourist destinations along with identifying the visitor nights, number of visitors and purpose
of visiting tourist destination with the help of latest data available (Pechlaner, Kozak and
Volgger, 2014). Main tourist destinations are mentioned as below:
Tourist
Destinations
Visitors
numbers
(2013)
Million
Visitors
numbers
(2014)
Million
Change in
% rate
from 2013
to 2014
Income
Generation
Receipts
Billion
Top 5 source
markets

(US$)
France 84.7 83.6 0.10% $1,245 China
Germany
Spain
UK
USA
Italy 48.6 47.7 1.80% $ 15 France
Germany
United States
Switzerland
United Kingdom
Turkey 39.8 37.8 5.30% $30 Germany
Georgia
Russia
Bulgaria
United Kingdom
UK 32.6 34.4 5.20% $22.072 Republic of
Ireland
France
Germany
Spain
United States
Greece 22 17.9 23.00% $ 131 United Kingdom
Bulgaria
Germany

Russia
France
Thus, it can be shown from the above table that France is the top most tourist
destination which is mostly visited by tourists. Major reason behind this is excellence in
architectural design, incredible places like churches monuments, art galleries, crave painting
and latest fashion trend, due to which large number of tourists get attracted to visit France
(Sartori, Mottironi and Corigliano, 2012). It has been reported that the total number of tourist
arrivals in 2014 was 83.6 million which has produced overall $1,245 billion profits. Italy is at
the 2nd position and visited by over millions of tourists each year due to its extended
Mediterranean coastlines.
Furthermore, it is also popularly known for its diversified culture, customs, rituals and
cuisines. In 2014, number of international and domestic tourists reported was 37.8 million
which is increasing at a fast pace. Turkey is holding 3rd position from the top five major
destinations and having clinched image for its exotic and mesmerising tourist spots (Stalidis
and Karapistolis, 2014). There are various churches, mosques and heritage places in Turkey
which are grabbing the attention of people and encouraging them to visit the country
(Boniface, Cooper and Cooper, 2016). UK is also very famous for its attractive tourist spots.
London is considered as busiest city in the whole world and pulled biggest crowd from the
overseas for its exciting amusement and theme parks, monuments and other fascinating
places (Lee, 2015). Tourist spots like London Eye, Buck House, Science museums and many
other places are huge crowd puller tourist destinations in the UK (Sartori, Mottironi and
Corigliano, 2012). Greece is also an attractive place to visit once a year as it has incredible
places such as landscapes and beaches which attract the people to explore country. Moreover,
it also has been demonstrated that over 17.9 million travellers visited this country (Pechlaner,
Kozak and Volgger, 2014).
1.2 Analysing statistics for the determination of tourism destination trends
Over the last decades, tourist industry has significantly contributed in the economic
growth of nation by generating higher revenues. France, UK, Italy, Greece and Turkey are
among the major tourist destinations that are responsible for travel and tourism activities. In
the changing scenario of service industry, it is necessary to forecast the current and future

trends of tourism industry which can influence its management operations (Graci and Dodds,
2010). It has been seen that with the advent of wearable technology, travel and tourism
industry is leading into a new era. Today, apps provide guidance to tourists including
customization and review of their desired destination to explore and acquire experience. Apps
like Apple watch and TripAdvisor have increased the scope of tourism sector as these provide
information about high rated restaurants, hotels and nearby attractions in the vicinity of user.
Furthermore, Google Now is also offering many suggestions to the travellers by using geo-
localization in order to keep its recommendations relevant. So, people are highly influenced
by these high tech tourism services as these are making their trips more enjoyable (Damonte,
2013).
Moreover, with the increase in disposable income, people are showing their keen
interest to spend in tourism in relation to acquire a comprehensive understanding of different
culture, languages, customs and rituals. Government of many countries are making
significant contribution in the development and growth of economy as it is availing green
tourism and eco-tourism in order to attain sustainable development in the most effective
manner (Graci and Dodds, 2010). Furthermore, a tourist destination is becoming a brand
nowadays which influences the customer decisions. In addition to this, it has been
demonstrated from World Tourism Barometer of UNWTO that tourist arrival has been
rapidly increasing by the percentage rate of 4.4% by 2015 (Crysta, 2011). Moreover, it is also
expected that the scope of tourism sector of Asian-pacific regions and Europe will also
increase. Moreover, from the below table, it can be stated that the expected growth rate of
tourism industry of France and Turkey is 8%; for UK and Italy, it is 6% and for Greece; it is
the lowest (ITB WORLD TRAVEL TRENDS REPORT 2015/2016, 2016). So, it is required to
develop its travel and tourism industry and take support from government in order to enhance
and grow.
Table 1: Growth rate
Destinations Expected growth in 2018
France 8.00%
UK 6.00%
Greece 2.00%
Turkey 8.00%

Italy 6.00%
However, economic factors, terrorist attacks and violent conflicts are also affecting
the tourism industry. In 2015, the world tourism has been increased by rise in 4.5% of
outbound trips. By the year 2016, it is expected to increase by 4.3%. Moreover, overnight
stays are also increasing by 3%. Below table demonstrates the world outbound travel,
inclusive overall trips and night spent in last two years.
Illustration 1: World Travel Trend
(Source: ITB WORLD TRAVEL TRENDS REPORT 2015/2016, 2016)
According to World Tourism Organisation (UNWTO), number of international tourist
arrivals has increased by 4% and made 810 million across the world. Moreover, outbound
trips are also increasing by 4.5% which will increase the scope of tourism businesses.
International tourism has been growing at a rapid rate (International tourist arrivals up 4%
reach a record 1.2 billion in 2015/2016, 2016). Each country is equally participating in the
development and growth of tourism industry. Furthermore, many other developing nations
are also making significant contribution in the growth and development of tourism and
availing fascinating services and facilities to customers.

TASK 2
Enclosed in PPT
TASK 3
3.1 Comparison between current leading tourist destination and currently developing tourist
destinations
There are many factors which affect the tourism businesses of developing and
developed countries. Economic factor is one of them as if a country is having good economic
contribution then it will likely to invest more in the development and growth of tourism
industry (Reza Jalilvand and Samiei, 2012). Furthermore, contribution of government is also
a big factor as its participation in availing many services will tend to attract more customers
(Top 10 travel trends for 2016. 2016). Furthermore, if it avails surplus amount in the
construction and maintenance of its tourist spots and develop more artificial attractions, then
employability will also tend to affect. It has also been seen that tourists who are travelling to
developed countries are safer than that of developing countries as tour operator of these
countries are more concerned about the safety and health measures (Graci and Dodds, 2010).
So, they will likely to attract more travellers. In addition to this, there are also other factors
that affect the appeal of developing and developed countries. In the present case scenario,
with reference to Germany and North Korea, difference between tourism business of
developing and developed country will be analysed:
Characteristics North Korea Germany
Tourism The tourism industry of North
Korea cannot be termed as
relaxing tourism because
there are various restrictions
which prohibit to visit and
this is the reason; travellers
lose their interest (Rodríguez-
Molina, Frías-Jamilena and
Castañeda-García, 2015).
However, its landscape, water
parks, natural beauty and
historical places are very
Germany is well known for
its health tourism. There are
various types of treatments
which are availed to
customers such as all these
spa treatment are highly
preferred by rich people.
Moreover, it is also known
for the availability of
restaurants and good hotels
with proper cleanliness and
security. Furthermore, its

attractive and fascinating
which tend to influence
people.
exotic night life highly
attracts large number of
people.
Tourist attractions This country has beautiful
amusements parks,
monuments, décor,
architectures, history as well
as culture and mountains
which tend to attract many
travellers. Moreover, its
Buddhism religion is also
famous because of which
tourists prefer to travel this
nation.
There are many tourist spots
and activities like exhibitions,
trade fairs, sport events,
music festivals, wine
festivals, fireworks and many
more that grab the attention
of people in an effective
manner. In addition to this,
there is also a great scope for
hiking, bicycling and other
adventurous activities which
pull many people towards this
country.
Economic Growth Though there are many
attractive places in Korea, but
due to its negative
impression, country is not
able to attract more tourists as
a result of which its tourism
industry is declining.
On the other hand, Germany
is wealthy than North Korea.
It has been estimated that
GDP rate in continuously
increasing and has reached to
EUR43.4 million as per the
record (Rajaratnam and et.al.,
2015).
International tourist arrival There are over 11 million
tourists visited North Korea
in a year. Mostly,
international tourists come
from Russia, China and South
Asia
On the other hand, in
Germany, more than 30.4
million tourists visit its
fascinating and attractive
destinations. Most of its
tourists arrived from
Switzerland, United
Kingdom, Netherlands and

US.
Political conditions The Government of North
Korea governed its tourism
sector because of which there
are many legislations and
restrictions which are
imposed on tourists (Graci
and Dodds, 2010). The
interest of people also get
reduces because of these
restrictions. It has been seen
that tourists are not allowed
to take photographs of its
tourist destinations as it is
strictly prohibited.
Germany has stable political
conditions and its government
also actively participates in
the development and
enhancement of tourism
industry. Moreover, its
committees and societies are
also significantly
contributing in the promotion
of various tourist
destinations. Because of this,
large number of tourists are
attracted.
Freedom There are many restrictions in
North Korea as tourists are
not allowed to freely travel its
tourist destinations.
Government has imposed
strict rules and regulations on
tourism which affect the
interest of tourists.
Furthermore, tourists are also
not allowed to take any kind
of assistance and guidance
from guides or tour operators
(Sartor, Mottironi and
Corigliano, 2012).
On the contrast, there are less
restrictions in Germany as its
tour operators are allowed to
advertise and promote its
services and activities in a
significant manner. Tourists
hereby are allowed to visit
anywhere. Along with this,
they are also provided with
various luxurious and
recreational services.
Development of tourism
productGovernment of North
Korea does not actively
However, government of
Germany highly spends on
the development, construction

participate in the growth and
development of its tourism
because of which its growth
is limited. Moreover, this
country is not having
sufficient amount to spend on
the development process.
Therefore, it is lacking
somewhere.
and improvement of tourist
destinations. It is aimed to
develop more man-made
attractions which tend to
attract large number of
tourists. Along with this, its
tour operators provide many
services and facilities that
attract customers in a
significant manner.
Hence, it can be concluded from the above table that developing nation, North Korea,
needs to make effective steps to develop and enhance the scope of its tourism businesses. As
there is great contribution of tourism industry in the growth of economy of country, so its
government should try to actively participate in the development strategy of tourism.
3.2 Evaluation of characteristics of a tourist destination which affect their appeal
Different tourist destinations have different characteristics, specialities and benefits
which influence its appeal and attract millions of tourists. By taking the reference of Cuba, its
various tourist characteristics are described as below: Cuba is well-known for its Caribbean sea. There are many other attractive places and
natural beauty that attract visitors to explore it’s amazing and fascinating places. As
there are many unexplored places in Cuba, so, research analyst and journalist is highly
influenced to visit its destinations (Middleton and Clarke, 2012). Unique Experience: Diversified culture, rituals and customs of Cuba make many
tourists curious to visit this country (GLOBAL PROBLEMS, GLOBAL SOLUTIONS,
2009). Improved facilities: Government of Cuba is making significant efforts to enhance the
scope of tourism in its country by availing electricity, water and other basic facilities
(Sartor, Mottironi and Corigliano, 2012). Food: Due to availability of varied kinds of food cuisines, tourists are attracted to
visit this place such as its Cuban sandwich, fried pork and Chicharrones are very
famous.

 Citizens of Cuba: Local community and society is actively involving in the
development process of tourism sector (Dodds and Graci, 2012). Moreover, with the
advent of latest technologies, its tourist agencies and other organisations are easily
able to promote and advertise its tourism activities and services.
TASK 4
4.1 Analysing issues that affect the popularity of tourist destination
In the present scenario, TUI Group is aimed to grow and prosper by acquiring many
career opportunities and offering better tourism services and packages to customers (Murphy,
2013). TUI is known as world's leading tourism businesses which is determined to attain
sustainability by setting environmental, social and economic objectives. There are various
other factors which affect the popularity of tourist destinations. Some of them are stated as
below:
 Tourism leakage: It is one of the foremost elements that affect the popularity of the
tourist destinations. It has been estimated that over 80% of overall sales revenues of
tourism industry is acquired by airline and hotel industry as a result of which local
tourists cannot get deprived of substantial amount of benefits (Chiu, Zeng and Cheng,
2016). Leakage of revenues are not enthusiastic for tourist industry because of which
the overall profit has declined. Thereby, tourist industry is not able to acquire higher
extent of popularity (Stalidis and Karapistolis, 2014).
 Inflation rate: With the increase in exchange rate for currency and inflation rate,
there is negative impact on tourism businesses (Pechlaner, Kozak and Volgger, 2014).
As cost of transportation increased with the rise in fuel rate, customers avoid to travel
and hence, the popularity of tourism businesses get affected.
 Enclave Tourism: It includes complete tour package which would decline the sales
revenues of local businesses like local accommodation, food centres, pubs, etc
(Pleumarom, 2012). Packages which are designed by tour operator are more
expensive, thereby, sets the image of costly tour package in the eyes of customers
(Brebbia and Pineda, 2010). So, TUI Group should try to avail cheap tour and holiday
packages to tourists.
 Crime and terrorist: Nowadays, terrorist attacks are increasing in many regions of
world like Asian-pacific countries and many other due to which tourist activities are
adversely affecting and reducing the tourist inflow (Morrison, 2013). TUI Group is
trying to bring solution for this problem by spreading awareness among people and

providing many health and safety measures to tourists. They should not feel unsafe
while travelling the tourist destinations.
 Environmental factors: The popularity of tourist destinations also get affected by the
environmental factors such as changing climate, natural calamity, societal issues, etc.
For instance, couples always prefer pleasant weather for their holiday (AlSayyad,
2013). Moreover, lack of resources and pollution also affect the environment. TUI is
making significant efforts to attain this objective and to make the holiday worth
remember.
 Lack of responsibility: It is necessary to create awareness among people about
existing and new tourist destinations (Ashworth and Page, 2011). Lack of
responsibility of tour operators or local tourism businesses can affect the mind-set of
people. If they are not availed with sufficient resources and services then they will
lose their interest and shift to other place. TUI Group should advertise any new
destination and possess responsibility to attract large mass of customers.
Thus, there are also various other issues which highly affect the popularity of tourism
businesses like economic conditions and support of government (Cooper, 2007). Government
regulations and regulatory framework are also the main results which decide the popularity of
any tourist destination.
4.2 Determining the potential for tourist destinations to enhance the host community
To create better place and providing outstanding experiences to tourists is known as
responsible tourism. TUI Group can effectively reduce all negative impacts on its tour
management operations from economic, social and environmental issues (Hall and et. al.,
2012). It is the responsibility of TUI Group to encourage society and people to maintain and
preserve natural resources. Different nations have different sustainable tourism program to
make its tourist spot fresh and attractive enough which can grab the attention of people
(Brebbia and Pineda, 2010). TUI Group is planning to expand its business in different regions
of countries like Mexico, Thailand, Egypt and many more by catering the best possible
services and facilities. So, it should make effective strategies and tactics like it is the foremost
step to convince local society and community. Through this way, they can involve in the
decision making process and contribute their part effectually (Gmelch and Kincaid, 2013).
Also, with the influence of responsible tourism, tourists will be provided with better
experiences. Moreover, TUI Group should make an effective use of different strategies and
practices to spread awareness among people about sustainability of environment. These

strategies involve awareness programs and other campaigns to influence people to a high
extent.
Furthermore, TUI Group should utilize all its available resources with the
responsibility to make tourism effective enough. In addition to this, it will also be able to gain
profitability and sustainability in the competitive marketplace.
CONCLUSION
In essence, travel and tourism sector is significantly contributing in the economic
growth of many developing and developed nations. There are various factors that affect its
operations like cultural, social, political and many others. So, TUI Group is recommended to
use effective strategies and tactics to cope up with the changes. In addition to this, with the
help of statistical data and information, TUI Group can estimate the future trend in the
changing environment. Moreover, with reference of five top tourist destinations, growth rate
of tourism sector has been analysed and examined. Apart from that, it can also be inferred
that the scope of tourism industry has been continuously rising and enhancing the economy of
countries.

REFERENCES
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