Destination Image and Branding: An Analysis of Italian Urban Destinations

The provided content includes a range of academic articles, books, and online resources that focus on various aspects of tourism and destination management. The topics covered include destination strategy assessment, tourism destination image, security at events, city tourism, hotel industry trends, sustainable tourism development, heritage tourism, cultural heritage, travel motivations, and social factors influencing tourist activity. Additionally, there are three online resources that discuss destination information management systems, evaluation of tourism impacts, and travel trends. These sources provide a comprehensive overview of the current state of research in the field of tourism and destination management.

TOURIST
DESTINATION

TABLE OF CONTENTS
INTRODUCTION............................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Analysis of main tourist destinations ...................................................................................3
1.2 Statistics to determine tourist destination’s trends ...............................................................4
TASK 2............................................................................................................................................8
Covered in PPT...........................................................................................................................8
TASK 3............................................................................................................................................8
3.1 Appeal of these destinations in terms of the types of tourists visiting them ........................8
3.2 Characteristics of tourist destinations affect its appeal ......................................................10
TASK 4..........................................................................................................................................11
4.1 Analysing issues affecting popularity of tourist destinations .............................................11
4.2 Potential responsible tourism to enhance the host community ..........................................11
CONCLUSION..............................................................................................................................12
REFERENCES...............................................................................................................................13

INTRODUCTION
Tourist destinations can be defined as a place of interest for the individuals where they
visit a particular location and exhibit the natural beauty, cultural value, historical significance as
well as other related. Reaching to a particular tourist destination differs from one person to
another as it is their perception that what destination they would like to travel and explore. Tour
operators play a significant role to satisfy the needs and demands of customers in a significant
manner and they usually come with best of the tour packages to attract audience towards their
products and services (Carlo, 2015). These operators usually make tour packages by considering
the suggestion of audience that where they would like to explore.
In relation to the above topic, the organisation undertaken for the present study is TUI
group which is the world's number one tourism business. TUI has a vast portfolio and consists of
almost 1800 travel agencies, 6 airlines, more than 130 aircraft and also more than 300 hotels in
whole around the globe. This present document will focus on understanding different tourist
destinations and also forecasting the future trend. This report will also discuss the major issues
which influence the popularity of a particular destination.
TASK 1
1.1 Analysis of main tourist destinations
INTRODUCTION:
This topic will focus on analysing major tourist destinations and number of tourists
visited a particular destination and also reveal the income generated from them. Topic will also
discuss the number of nights spent by travellers at particular destination in order to see the
natural beauty of particular location.
There are various tourist destinations in whole around the globe and district as well as
state government are doing relatively well to increase the natural beauty of location. Majorly, a
particular location usually gets famous for their architectural construction, monuments, lakes,
natural beauties, etc (Heeley, 2011). Moreover, five different tourist destinations have been
discussed in the report and analysis of the same has been made on the basis of number of visitors
arrived to a particular place and income generated from the same. These tourists generally
contribute their best in the growth and development of the particular location. The locations
which have been selected are discussed down under:

 UNITED KINGDOM (UK):
Visitors per year 34.3 million in 2014
Income generation $45.3 billion
Average night spent by individual 2
 FRANCE
Visitors per year 84.7 million in 2014
Income generation $55.4 billion
Average night spent by individual 3
 SPAIN:
Visitors per year 65.0 million in 2014
Income generation $65.2 billion
Average night spent by individual 3
 TURKEY
Visitors per year 28 Million in 2015
Income generation $45 Billion
Average night spent by individual 2
 INDIA
Visitors per year 22.57 million in 2014
Income generation $120 billion
Average night spent by individual 3

1.2 Statistics to determine tourist destination’s trends
UNITED KINGDOM (UK)
UK is considered as one of the most famous tourist destinations because cited nation
comprises of all types of attraction which individual is in need of. Number of arrivals for
particular location are generally increasing year by year and government of country is also doing
their best to attract travellers from whole around the globe (Šerić, 2013). England is the capital of
cited nation and it is one of the best tourist destinations in whole of the world. From a research, it
is found that almost 25 million people visit cited city to visualise the natural beauty of the
destination. As stated, local body is also aware regarding the same and they are significantly
doing their best in maintaining the growth and development of the mentioned location. England
comprises different art galleries, theme parks, monuments, casinos, sporting venues, museums,
landmarks, beaches and various other shopping hubs (Timothy, 2011). There are other cities as
well in UK which also have tourist attraction points namely Glasgow, Cambridge and
Manchester, etc.
Further, the political stability of the nation is also sound and they comprise democratic
style in politics. The latest example that one can include for the same is referendum which has
happened few days before where citizens decided that whether they should stay in European
Union (EU) or not. Moreover, it is also found that there was increase in tourists who have arrived
to UK as compared with the data of 2013. Tourists who visited UK in 2014 were 34.3 million as
compared to the number which was 32.6 in the year 2013. Further, it is also found that people
tend to spent more on activities like transportation, food, drinks, power and education. If a
random calculation is made then a person spends average 600 pounds in a week. The literacy and
employment condition within the nation are also good and apart from it, country also has higher
standard of living (Leask and Rihova, 2010).
Tourist Places in
England
Number of Visitors
Years 2014 2013 2012
British Museum 6,695,213 6,701,036 5,575,946
The National Gallery 6,416,724 6,031,574 5,163,902

Southbank Centre 6,255,799 5,388,295 -
Tate Modern 5,785,427 4,884,939 5,318,688
Natural History Museum 5,388,295 5,356,884 5,021,762
Science Museum 3,356,072 3,316,000 2,989,000
V&A South Kensington 3,180,450 3,290,500 3,231,700
Tower of London 3,075,950 2,894,698 2,444,296
Somerset House 2,463,201 2,398,066 -
The Library of
Birmingham
2,414,860 1,152,556 -
Future trend for the destination:
Years Number of visitors
2017 35.9 million
2018 36.6 million
2019 37.3 million
2020 37.98 million
FRANCE
France is also considered as one of the most favourite tourist destinations and there are
large number of individuals who have interest in visualising the natural beauty of particular
place. France is eventually famous for their monuments, gardens, seaside resorts, beaches and
different other locations. Further, from a report, it is found that nation earns almost EUR 78
billion from the tourists who come throughout the year. This shows that tourism is contributing
its best in the growth and development of the nation (Jung, Ineson and Miller, 2014). Further,
there are various associations which are linked with the tourism and it is a broad sector. This
sector has given employment to large number of individuals as well. Number of travellers who
are visiting France are also increasing year by year.
Future trend for the destination:
Years Number of visitors

2017 85.4 million
2018 86.3 million
2019 88.1 million
2020 88.9 million
SPAIN
Spain is treated as famous tourist's destination for winter season and it is found that
tourism almost contribute around 6.4% in the total GDP of Spain (Travel trends, 2012). The
mentioned place comes into top 10 tourists destinations just because it possesses different
architectural designs, monuments, natural beauty, etc. Further, government body also playing its
role in promoting the mentioned destination globally so that more of the tourists can reach to the
destination effectively (Jayawardena and et.al., 2013).
Top Tourist Attractions Spain Number of Tourists
Years
2012 2013
The Temple Of Sagarada Familia 3.233.526 3.176.976
Mosque of Cordoba 1.293.655 1.434.342
Alhambra´S Islamic Palaces 4.809.201 3.244.847
Alcazar Royal Palace of Seville 1.195.476 1.218.639
Casa Bastlló 780.466 796.301
Royal Palace 1.030.000 1.032.976
Guggenheim Museum 1.014.000 931.015
Padro Museum 3.157.000 2.515.800
The City Of Arts And Sciences 2.851.644 2.772.537
Future trend for the destination:
Years Number of visitors
2017 72.4 million

2018 76.3 million
2019 78.9 million
2020 81.3 million
TURKEY
Turkey with the 28 Million visitors and almost $45 Billion revenue generated, it is found
that particular destination has wide range of offerings in the form of food and beverages, natural
resources, historical monuments, buildings and many others (Jun-yi, 2010). Moreover, particular
location is also famous for the festivals and events which used to occur randomly in form of
different types of art culture such as music, paintings, art and other sections.
Future trend for the destination:
Years Number of visitors
2017 32.6 million
2018 36.3 million
2019 38.7 million
2020 40.9 million
INDIA
Tourism in India is increasing continuously from last one decade and it is growing
continuously every year after year. Cited nation has different priceless location which offers lot
of comfort and pleasure to tourists. Further, from the tourists who have arrived in the year 2015
22.5 million and the income generated from them were around $120 million. Moreover, to satisfy
the needs and demands of the tourists, there are different bodies who are working in it and most
important role is played by the hospitality sector (Winiarski, 2005). From a research it is evident
that almost 37 million individuals throughout the country is employed in this sector. Further, the
number of tourists arrival is compared from 2010 to 2016, the percentage is around 17.3 which is
quite high
Places like Delhi, Mumbai, Goa is famous for their different natural beauties, monuments
and architectural designs. Goa is generally famous for the beaches where Mumbai is considered

as most populous city and home of many superstars and billionaire people. Delhi is the capital of
country and is IT hub as well. Thus, effective hospitality services and familiar behaviour of the
resident make tourist to stay for long time period (Zainal, 2012).
Future trend for the destination:
Years Number of visitors
2017 23.9 million
2018 25.4 million
2019 26.8 million
2020 27.6 million
TASK 2
Covered in PPT
TASK 3
3.1 Appeal of these destinations in terms of the types of tourists visiting them
In order to compare the appeal of the tourist destinations, the difference is made between
the developed and developing tourist destinations. Further, to discuss the above topic more
precisely, UK and Nepal has been taken into account where UK is developed country and Nepal
is developing (Leask and Rihova, 2010). UK government body is quite strict regarding their
development process and by considering the same Nepal local body is also taking initiative to
start various development work for growth and development of nation. This will enhance the
number of tourist for the Nepal. The description of the same has been discussed down under:
Appealing facts of UK:
 Tourists to the mentioned country comes in large number to see the natural beauty of the
nation. Further, their always fluctuation of tourist within the nation and different
hospitality firms also do their best in order to meet the needs and demands of the
travellers.
 UK government has also done effective promotion with the help of advertisement on TV
and social media about country at both the domestic and national level (Heeley, 2011).

However, the major decision undertaken few days back to leave the EU will surely
influence organisation performance and their will also unstable relationship with various
ventures whole around the world.
 Disastrous position Euro is a major reason of the worldwide effect and this is majorly
influencing the currency of UK.
 Students used to migrate to UK because for their higher studies and wish to reside their
only because nation gives international exposure with a healthy package.
Appealing facts of Nepal:
 Nepal is not having that much of population as compared to UK but government as well
as different local bodies doing their best in order to promote growth and development of
the nation (Winiarski, 2005). Nation is also a birthplace of Lord Gautam Buddha and
therefore vast population follows Buddhism religion.
 As stated that nation is in developing stage. Thus, only 8.6 lacs tourists visited Nepal in
the year 2014. However, government focusing that this tally will be increasing in coming
years.
 Nepal situated at high altitude gives thrill to the tourists who like adventurous trip.
Therefore, people can do tracking, climb from mountains and can do different
adventurous things (Destination information management system for tourist, 2015).
3.2 Characteristics of tourist destinations affect its appeal
INTRODUCTION
This present content will focus on characteristics of the major tourists’ destinations and
the destination will be appealing towards the social, culture and physical aspects. With this, TUI
group will increase their customer base precisely by promoting the developing nation in the eyes
of large audience base.
Political, Economic, Social and Physical characteristics
The tourist destination selected for appealing to the customers is Burma which currently
has slow progress and thus it is necessary for the government and different bodies to look the
same and take effective step for the development. Further, the arrival of tourists for particular
destination has been increased from last one year or so (Larkham, 2012). Burma consists of
several Buddhist temple and there are many beaches which are located near to the sea of
Andaman and Bay of Bengal. Further, the political condition of Burma is stable and there exist

equal power which is shared between the region, state and union. Further, the assembly of the
nation consist of 440+ representatives (Evaluation of Tourism Impacts–a sustainable
development perspective, 2011).
Culture of cited nation is also unique and their exist large population who speaks Tibeto-
Burman language. However, the bad thing about Burma is that large mass of people live in rural
areas and percentage for the same is around 80%. Further, the houses of local residents is made
up of Bamboo and rice is considered as a major crop which is produced and exported whole
around the world (Pratt, 2010).
The below description shows that the number of tourists significantly kept on increasing
every year by year:
Year Number of Tourist arrivals
2015 4,682,020
2014 3,084,616
2013 2,044,307
2012 1,058,995
TASK 4
4.1 Analysing issues affecting popularity of tourist destinations
To
The Senior Sustainability Executive
Subject – Issues affecting the popularity of tourist destinations
This present topic will discuss the particular issues which can really influence the natural
beauty as well as the growth and development of the major tourist’s destinations. Some major
factors have been taken into consideration effectively and description of the same has been
given.
Currently working in Sustainable development team in the TUI group, I have come to
know that it is important for tour operators to give travellers utmost satisfaction whenever they
prepare tour package with the firm (Brown and Cave, 2010). This will make them loyal customer

of the cited organisation and with this firm will be able to expand their operations in efficient and
effective manner. However, their exist some major issues which tour destination faces and these
are: Natural disasters: The major issues which any destination faces naturally are the natural
disasters as no one have control on them and they affect the natural beauty as well as the
architectural monuments. This can be in form of earthquake, floods, tsunamis, etc. Coercion: Terrorism is generally linked with all sort of illegal activities performed by the
individuals as their aim is to affect different resources of nation and seek their own
benefit from them (Van der Merwe, Slabbert and Saayman, 2011).
 Global warming: This issue is considered as the latest demand of present world and
things need to be much more stable. With the latest development in technology, people
getting upgraded efficiently and effectively
Regards
The Executive Assistant (sustainability)
4.2 Potential responsible tourism to enhance the host community
Responsible tourism is a kind of tourism which is consumed in more responsible
manner. It contributes towards minimizing the negative social, economic and
environmental impacts. Sustainable tourism ensures that development is a positive
experience for the local people. It also minimizes the impact of local culture and the
environment.
TUI is a British Travel leisure group which has its operation whole around the globe and
firm has effective trust of more than 30 million customers with them. The core aim and
responsibility of the group is to enhance and get more of the travellers trust so that they can also
contribute their best in growth and development of nation (Winiarski, 2005). Considering the
scenario given in case study, TUI group will develop tour packages for 2 countries namely Costa
Rica and Thailand. Further, cited firm will also focus on attracting customers with the help of
advertisement and promotion on different social media channels. This will enhance the growth
and firm will be able to make loyal base of the customers with the increase in revenue and
profits.

Moreover, by conserving the national economy, reducing the waste of resources and
promoting e-tourism, etc. will give nation an advantage over the other destinations and more of
the travellers will be attracted to visit destination for once (Carlo, 2015).
CONCLUSION
From the above discussion it is concluded that developed tourists destinations increases
the goodwill and improve GDP of nation. This report also concludes that government and tour
operators gives their best for increasing the development of particular location. This report is also
evident of making comparison of leading destination Thailand and developing destination Nepal,
and the difference for the same is done in form of number of visitors, popularity and many
others.

REFERENCES
Journals and Books
Brown, K. and Cave, J., 2010. Island tourism: marketing culture and heritage editorial
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Research. 4(2). pp.87 – 95.
Carlo, M., 2015. A model for destination strategy assessment: an analysis of Italian urban
destinations. International Journal of Tourism Cities. 1(2). pp.103 – 118.
Ferreira Custódio, M. J., 2014. Tourism Destination Image and its Implications for Destination
Branding and Competitiveness. The case of the UK Market in the Algarve.
George, R. and Mawby, R. I., 2015. Security at the 2012 London Olympics: Spectators’
perceptions of London as a safe city. Security Journal, 28(1). pp. 93-104.
Heeley, J., 2011. Inside City Tourism. Channel View Publications.
Jayawardena, C. and et.al., 2013. Trends in the international hotel industry. Worldwide
Hospitality and Tourism Themes. 5(2). pp.151–163.
Jun-yi, L.I., 2010. An Evaluation of Web-based Marketing System in Tourism Destinations
Based on Visitors' Demand [J]. Tourism Tribune. 8. p.017.
Jung, T., Ineson, E. and Miller, A., 2014. The Slow Food Movement and sustainable tourism
development: a case study of Mold Wales. International Journal of Culture Tourism and
Hospitality. 8(4). pp.432 – 445.
Larkham, P.J. ., 2012. Building A New Heritage. Routledge.
Leask, A. and Rihova, I., 2010. The role of heritage tourism in the Shetland Islands.
International Journal of Culture Tourism and Hospitality Research. 4(2). pp.118 – 129.
Pratt, A.C., 2010. Creative cities: Tensions within and between social, cultural and economic
development: A critical reading of the UK experience.City, Culture and Society. 1(1).
pp.13-20.
Šerić, M., 2013. The use of ICT in established and emerging tourist destinations: a comparative
analysis in hotels. Journal of Hospitality and Tourism Technology. 4(2). pp.96 – 118.
Timothy, D., 2011. Cultural Heritage and Tourism: An Introduction. Channel View Publications.
Van der Merwe, P., Slabbert, E. and Saayman, M., 2011. Travel motivations of tourists to
selected marine destinations. International Journal of Tourism Research. 13(5). pp.457-
467.