Destination Analysis Report: Coventry City's Tourism Strategy

This report provides a comprehensive destination analysis of Coventry City, focusing on its tourism industry, environmental impact, and sustainability development. It begins with an executive summary highlighting the purpose of destination analysis and its importance in managing tourist data and fostering growth. The introduction establishes Coventry City as the UK City of Culture 2021 and outlines the report's objectives, which include examining the relationship between tourism, environment, and sustainable development. The main body delves into the purpose of destination analysis, detailing steps such as defining vision, goals, objectives, and market structure. It uses SWOT and PESTLE analyses to evaluate Coventry's strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, legal, and environmental factors. The report explores destination competitiveness, dimensions, and strategies for enhancing it, including the implementation of green policies and technological advancements. It also examines the interrelation between tourism, environment, and sustainability, addressing challenges and proposing solutions like pro-poor strategies and ethical codes of conduct. The report highlights the importance of sustainable tourism development through examples like the 'go green' strategy and technological adoption. It concludes by discussing various approaches and data measures, like economic models and tourist arrival data, to assess the impact of tourism. The study concludes that the destination analysis is crucial for assessing performance and for Coventry to develop as a sustainable city.

Destination analysis.

EXECUTIVE SUMMARY
The destination analysis has helpful for managing tourist data in appropriate manner bty
creating various growth factors. The report had been covered by purpose of destination analysis
by using some steps of destination analysis like The destination vision, goals and objectives,
principle and market structure, Destination competitiveness, dimensions of destination
competitiveness, Destination competitiveness and performance, Strategy for enhancing the
destination competitiveness and sustainability. This had covered by various complexities which
has faced by Coventry city by maintaining relationship with tourism, sustainability development
and environmental growth. This has also includes a range of different strategy to development of
sustainable tourism in an effective manner.

INTRODUCTION
The destination analysis is determined pattern of tourism as well as develop tourism in
country. So, as per that analysis of destination is one of the key aspects for satisfaction of a
tourist on respective manner. This help to provide a variety of insights into the tourism activities
within the workplace. For the present report, here is select “Coventry city” for analyse its activity
and performance about changing the reputation of a city as well as hosting a year of cultural
celebration. The country is 9th largest city of United Kingdom and on the 7th December 2017, the
city won the tittle of UK city of culture 2021 after beating different countries such as Paisley and
Sunderland. The report will explain a purpose of destination analysis and relationship between
tourism, environment and sustainability development in proper manner. A destination analysis
generally include part of a longer term plan and known as destination development plan. This
also includes an importance of sustainable tourism development for work. This report will help
to make sure about everything is in cohesively in order to across the industry as whole needed.
These will also highlight a range of different approaches and data measures with impact of
tourism. This investigation will support by some steps of recommendations which is help to
support current and future state.
MAIN BODY
Explaining the purpose of destination analysis.
The main purpose of destination analysis is determining the pattern of tourism and for its
development in the country. It assists in effectively managing the resources of destination
keeping in mind of tourist demand. This help to creating positive image of destination in
effective manner (Kaur, Chauhan and Medury, 2016). In order to analysis destination in proper
manner here is includes some steps which are as follows:
Step: 1 The destination vision, goals and objectives: Vision is to restore the charter house estate and open it to the public. Mission is to act as the champion of all heritage at risk in Coventry and become a
permanent guide.
 Objective is to develop understanding of unique heritage, attracting new investment
through tourism and culture and supporting economic ambitious in the future.
Step: 2 The principle and market structure: The key competitors of Coventry are TPM,
OMAC and MCN. Here is select two models which are SWOT and PESTLE analysis:

SWOT analysis Strength: The strength of country is significant contribute to economic, social and
cultural growth. Weakness: The consumer disposable income is the weakness of country because it is
lower. Opportunity: The various opportunities to use Go green policy and Recycle product as
well as use of advanced technology. Threat: Their competitors are the main threat of country.
PESTLE analysis Political: The regulatory practices are impact to the Coventry city because that is change
day to day. But if country is properly streamlined with global norms which helped to
improve its raking at marketplace. Economical: This can directly impact to Coventry potential attractiveness in case of
employment rate (Rittichainuwat and Rattanaphinanchai, 2015). In that, if rate is high
then it will impact two ways: first it will provide enough base of customers and other it
make it expensive for hiring employees. Social: The education level of society is impact the quality of job and level of income.
Higher level of education occurs the best quality of result in job and higher income has
the higher spending on complex and products. Technological: The intellectual property right can impact to country, in order to that
before entering in new market country city has to make focus on those rights. Legal: The legislations are changed by government as per requirement. In that case,
country have to make sure about consumer protection laws which help to protect
customers in the country.
 Environment: The recycling policy is very prospective market which is recommanded for
Coventry city to use it.
Step: 3 Destination competitiveness: The competitiveness of Coventry is their clear leadership
which is provided ambitious vision with extensive experience of culture programmes and
financial planning (McKinnon and et.al., 2016).
Step: 4 The dimensions of destination competitiveness: The well settled dimensions of
Coventry are there a bold ambitious, the forgotten capital, clear leadership.

Step: 5 Destination competitiveness and performance: Their competitiveness is a credible
sustainable plan. This is the generation of sustainable revenue to maintain the building.
Step: 6: Strategy for enhancing the destination competitiveness and sustainability: There
are some strategy which are help to enhance competitiveness and sustainability. That are go
green policy, adopting advanced technology and uses of recycle raw and wastage material for
more growth.
The relationship between tourism, environment and sustainability development.
A tourism, environment and sustainability are related to each other. The relation of
environment with tourism have to manage sustainable environment for long term in an effective
manner. The sustainable tourism is emerged with proper response to multiple critiques that is
called as a mass tourism (Tang, 2015). As pert that, specific tourism has focus on well-being of
the hosting community. They must complexity is lack of capabilities to understand those
effectively and connected with various segments which differentiated tourism market. The local
communities required to make various level of collaboration with tourism industry for obtain
relevance information. This can affect to Coventry city in negative and positive manner by
providing various advantage for business and for its growth factors which are important for
business.
Through the challenge for sustainable tourism is to overcome properly, polarity either
mass community tourism which is look for a positive interaction in both. In related to that, this
dominant operates of the tourist industry could be the benefits form this collaboration by getting
more authentic tourism experience. On the others side, this creates advantage for local
community to make collaboration with larger tour operates is to link to a larger number of
clients. This relation with the environmental create more challenges which is: Problem when it
brings people into closer contact with the nature and the environment which is high lighten
awareness about the value of nature and lead the environment behaviour. In order to resolve this
problem by using some strategies which are pro poor, ethical code of conduct and conservation.
This is more important and effective for the business and for its growth factors.
The economic, it is more essential and effective for look at how to make interaction
between global and local shape development outcomes for the individual and communities
(Zaman and et.al., 2016). The transaction process is driven by global interests of multinational
corporations and broader. That has force of economic changes that creates complexity for local

interacts at the industry coal face. Such complexity process act the in the multifaceted way on the
more than one scale making the proper analysis of tourism in relation to development issues
difficult. On the other side, the changes in the value chain to maximize linkage and unlash social
benefits. There is a potential to use this tool focusing on the dynamic nature of value chain which
is combining it with clusters development (Airey and et.al., 2015). This rises the main
complexity of tourism management requiring considerable skills.
On the other hand, there are various institutions which are important, and they offer the
proper place for empowerment and participation. That are important and essential for business
and for its growth factors. This creates more flexibility for tourism and environmental in order to
create the best relationship with together by facing more complexities at workplace. This added
more values and experience in the central planning. This make proper coordination with regional
development with proper capacity to assess the target values of chain management in proper
manner.
Importance of sustainable tourism development.
Tourism has the potential to make the world a better place by brining economic benefits
to Coventry city through the cultural exchanges and understanding through the self growth. This
creates more importance for sustainable tourism is good to the local people to their culture and
the environment in effective manner (Muresan and et.al., 2016). This help to meet the needs of
today without compromising the needs of tomorrow. Here is includes some examples for
Coventry to implement that for develop importance of sustainable tourism:
 Go green is the best strategy to develop sustainability of tourism in an effective manner.
This help to create more suitability for Coventry. This help to save money and energy.
Through that more customers and attracted because this increase public appreciation of
environment and to spread awareness of environment.
 Adopt advance technology is the another strategy which is help to develop sustainability
of Coventry country because this help to make direct connection with customers by using
different technology in an effective manner.
 Follow proper regulations which is helpful for offsetting of tourism negative impact. By
using and adopting proper regulations are helpful for manage work in proper manner
(Edgell Sr, 2016).

 Another example is an area with its own traditional culture tourism and tourist must be
the competitive with their culture in respective manner.
Those are the proper examples of creating sustainability of Coventry by using all this strategy
but most the best strategy is go green strategy which is help to maintain green and environment
of city in order to attract more customers.
Range of different approaches and data measures as well as impact of tourism.
The range of different approaches and data measures which are as follows in respective
manner. The economic model is help to make proper and effective role because that is defines
role of tourism in the economy. This creates various benefits for making proper range
approaches in particular strength by creating more effectiveness. The tourism satellite account is
single important tool which is help develop the last several decades to measures tourism demand
or direct effects on the national economy in TSA (Gössling, 2015). The TSA is most valid and
legal method of measuring size of Tourism Economic Contribution to a country. It is based on
observation of Tourism values Consumption of specific products produced with specified
tourism industries, generating contributions to a nation’s Gross Domestic Product and
employment. On the other side, the input and output model, is the year age to assess the impact
on the national economy, tourism or otherwise is the input and output model. This creates a more
effectiveness for the business and for its growth factors in an effective manner.
The main reason to collect tourist data in order to meet needs of tourist in an effective
manner. This creates more effectiveness for economic, social culture and political motivation for
travellers. With the help of this, country is perfectly able to meet the needs of tourist with this
country. There are three measures of demand which are as follows:
 International tourist arrivals at Coventry city help to make proper data of tourist.
 Total number of international tourist departures are help to know about the number of
visitors like to our city in proper manner (Veal, 2017).
Those measurements are help to providing proper accommodation to visitors as per their
requirements.
CONCLUSION
From the above study it had been concluded that the destination analysis has important in
order to analysis performance of country and city. The Coventry city has 9th largest city in the
UK which upcoming best sustainable city. This report had been covered by purpose of

destination analysis and with importance of sustainability development by using different
strategy. The best strategy which has use by country is go green because this helped to
maintained environment as well as protect with proper respects. There highlight the various
complexities which has faced by country with maintaining relationship of tourism,
environmental and sustainability development in proper manner. The report had been also
highlight different approaches and data measures as well as impacts of tourism.

REFERENCES
Books and Journals
Airey, D. and et.al., 2015. The managerial gaze: The long tail of tourism education and research.
Journal of Travel Research. 54(2). pp.139-151.
Edgell Sr, D. L., 2016. Managing sustainable tourism: A legacy for the future. Routledge.
Gössling, S., 2015. New performance indicators for water management in tourism. Tourism
Management. 46. pp.233-244.
Kaur, A., Chauhan, A. and Medury, Y., 2016. Destination image of Indian tourism destinations:
An evaluation using correspondence analysis. Asia Pacific Journal of Marketing and
Logistics. 28(3). pp.499-524.
McKinnon, M. C. and et.al., 2016. What are the effects of nature conservation on human well-
being? A systematic map of empirical evidence from developing countries.
Environmental Evidence. 5(1). p.8.
Muresan, I. and et.al., 2016. Local residents’ attitude toward sustainable rural tourism
development. Sustainability. 8(1). p.100.
Rittichainuwat, B. and Rattanaphinanchai, S., 2015. Applying a mixed method of quantitative
and qualitative design in explaining the travel motivation of film tourists in visiting a
film-shooting destination. Tourism Management. 46. pp.136-147.
Tang, Z., 2015. An integrated approach to evaluating the coupling coordination between tourism
and the environment. Tourism Management. 46. pp.11-19.
Veal, A. J., 2017. Research methods for leisure and tourism. Pearson UK.
Zaman, K. and et.al., 2016. Tourism development, energy consumption and Environmental
Kuznets Curve: Trivariate analysis in the panel of developed and developing countries.
Tourism Management. 54. pp.275-283.