Individual Destination Management Plan: Bath City Tourism Development

This report presents an individual destination management plan for Bath City, UK, focusing on the evaluation of its hospitality and tourism resources. It begins with an introduction to the tourism industry and its impact on the UK, highlighting Bath's increasing visitor numbers and economic contributions. The report critically assesses Bath's physical and cultural resources, including hot springs, Roman Baths, and cultural activities, emphasizing the importance of both natural and man-made resources in attracting tourists. It also explores potential innovations to develop these resources, such as architectural improvements and the organization of international events. The report identifies regional, national, and international stakeholders involved in Bath's tourism sector and discusses the challenges the city faces in implementing its tourism strategy, such as competition from other destinations and underdeveloped infrastructure. The conclusion summarizes the findings and proposes recommendations for future development, aiming to enhance Bath's position as a top tourist destination. The report emphasizes the importance of both cultural and physical resource development and the need for effective stakeholder collaboration to achieve sustainable tourism growth.

INDIVIDUAL DESTINATION
MANAGEMENT PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Critical evaluation of region hospitality and tourism physical and cultural resources...........2
Innovation proposed to develop resources.............................................................................5
Regional, national and international stakeholders..................................................................8
Challenges faced by region in implementation of strategy..................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Tourism industry is the fastest growing sector that contributes well in economic
development of nation. UK remains the most popular destination from tourist’s point of view.
Tourism industry helps in developing employment opportunities in the nation and
supports in development of the region. Travel industry of Britain is dynamically affiliated with
many public and private firms their contribution aid in improving infrastructure and other
facilities in the nations.. It is the place where travellers can get relaxed and can feel happy. In the
year 2014, approx. 969900 overnight visitors have come to Bath. Whereas, in 2015, number of
visitors have got increased and city of Bath has reached on rank top 12th in Visit Britain ranking
system (Tourism and the Visitor Economy, 2016). In the year 2015, there were 323000
international visitors have come to the destination, this were 36.8% higher as compare to 2014.
In the year 2014 there were 969900 overnight tourist those who have visited Bath city in that
year. In the year 2015 more than 1 million visitors have come to Bath city.
Illustration 1: Domestic tourism in Bath
Source: (Tourism and the Visitor Economy, 2016)
Total spending of travellers was recorded 411 million. This money has been utilized of
the development of the nation (Pike, 2015). In the year 2015 visitors have spend 411 million in
B&NES. Statistical records of 2015 show that Bath city was in the 12th rank. Bath is largest
Urban city. There are many industries those which are providing employment opportunities to
the local people. Over a period of time Bath city tourism has been increased by 12% in term of
money spend by travellers and increase number of visitors in the city by 10% (Tourism and the
Visitor Economy, 2016).
Present study will evaluate tourism resources that are currently not in use or under
developed whose development might enhance number of visitors in Bath. Furthermore, it will
explain role and impact of stakeholders within specified landscape. Report will prepare
destination management plan in order to attract more visitors towards the location. Report
critically evaluation of region hospitality and tourism physical and cultural resources. In
addition, it will cover Architectural innovation, organizing international games in the Bath city,
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existing structures, quality of tour packages in location. It will explain National & International
Stakeholders of Bath city. Furthermore, it will describe challenges faced by region in
implementation of strategy
Critical evaluation of region hospitality and tourism physical and cultural resources
The City of Bath is the beautiful place which is the most beautiful place in England
(Cetin and Bilgihan, 2016). It is situated within south west of England. It is the place that is
popular for its breakfast, accommodation, restaurants etc. Hot springs, Roman Baths attract
visitors towards the location. In order to enhance visitor attraction in Bath it is essential for the
authorities that to pay attention on developing cultural and physical resources that are not
developed. Cultural resources are the most essential resources that can be natural and man-made
both (Brebbia and et.al, 2017).
Culture is essential aspect for economic development of country. It plays crucial role for
business life of Bath city as well. There are healthy hotels, restaurants that gains attention of
mass audience towards Bath city.
Man-made resources are objects that are shaped by human being due to specific purpose.
On other hand natural resources are related with the natural activity that do not have any specific
objective. These cultural resources explain believes, values and past human experience of certain
groups. Therefore, this resource is considered as unique and express the beauty of the destination
in effective manner. It is the evidence that describes past and present cultural identify of country
(Inversini, Cantoni and De Pietro, 2014). Each person has its own culture but most of the people
like to travel in other locations to know more about other culture and know about beauty of their
culture. This resource is related with beliefs, festivals, architecture, dance, dressing, diet, arts etc.
All these things attract most of the people towards the location and they feel happy by getting
cultural experiences of particular landscape (Bassiony and Bayoumy, 2016). Development in
cultural resources encourage travellers to come to the place and develop understanding about
uniqueness of the cultural aspects of the destination.
Tourism is the global leisure activity in which city can explore their culture and can make
others aware with the beauty of the location (Harris and Wise, 2017). Many international
travellers visit different places in order to know different cultures, their traditional, believes and
values. This attract them towards the destination and make them happy ion the location. If
cultural resources of Bath are being promoted and developed then it can help the city in
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increasing tourism activities and promoting tourism business of the destination. Cultural of Bath
people are wide and has many elements that are attractive and unique.
Illustration 2: Bath city statistics
Source: (Destination Facts and Figures, 2016)
Development of tourism industry is helpful for the economic growth of the nation. This
gives tremendous economic benefits to local communities and they get more employment
opportunities (Wilson and et.al, 2015). There are many resources that are under developed and
no in used that create issue for the country because it fails to gather foreign currency and
developing condition if the place. Development in the resources of landscape can be beneficial
for Bath city in improving condition of the destination and attracting more visitors towards the
location (Carbone, 2016). Visitors always prefer to go to such places which are developed and
have convenient facilities. If the location does not have adequate transportation and
infrastructure facilities then it makes influence mind of travellers and they do not prefer to go to
such location. In such situation overall condition of the destination get affected because it fails to
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attract visitors towards the location and providing them amazing experiences. Tourism business
impacts positive on the overall situation of the place, it helps in raising job opportunities,
improving infrastructure facilities so that local community can live their life easily (Horner and
Swarbrooke, 2016).
Bath is the largest in term of area it is location at the country side. Bath is the oldest
active visitor destination. But still due to infrastructure and resources this city is unable to attract
people towards the location (Chester, 2015). There are various resources in Bath city that helps
the city in gaining competitive advantage and attracting more visitors towards the location. Bath
city has rich culture, it is considered as biggest resources of the location. This helps in enhancing
attention of mass audience and spreading values of the location across the world. On other hand
bath city has various transportation lines. Travellers can come through rail medium, air medium,
bus etc.
Development in Cultural aspects
Bath city organizes wealth of cultural activity in communities. It encourages youth for
sport activities so that tourists take interest in cultural aspects of Bath and they make plan to
come to this location. Bath council have made partnership with other organizations in order to
promote cultural activities of the place across the world.
Cultural resources play significant role in the success of the destination, if these resources
is being developed then it may help in improving condition of the destination to great extent.
Bath has upper-middle level economy, less number of travellers come to this location because of
ineffective transportation facilities and poor infrastructure facilities. In such condition overall
tourism business get affected badly (Barnes, Hayes and Longhurst, 2015). If government pays
attention on improving cultural resources and utilizing these resources well then it may in
increasing number of visitors in the location. Promoting festivals of Bath city, arts and crafts,
traditional shrines etc. can help the Bath in attracting more people towards the location.
Currently Bath traditional values and cultural aspects are unknown and visitors do not know
about the cultural beauty of the Bath city (Polihros, 2014). If these resources are being developed
in the Landscape then it may help in attracting more visitors towards the location (Brebbia and
et.al, 2017). Bath city is population for its festivals, art and crafts. This is the biggest resources of
location. Many international visitors like to go to such place where they can get traditional
values. By developing this cultural resources country can gain attention of mass people.
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Cultural forum for Bath city is considered as essential coalition. There are more
than 70 culture and sporty organizations. It organizes events, festivals in Bath city that attracts
many visitors towards location. This cultural forum for Bath provide advocacy services to
cultural sector and provide necessary resources so that culture of country can be spread across
the world.
Development in physical aspects
Development in the physical resources can also be helpful for increasing tourism
activities in the Bath city. It includes improvement in infrastructure, education facilities,
commercialization etc. All these resources can help Bath in attracting more visitors towards the
landscape. Government of the destination is required to make connection with many private
firms those which can contribute in improving physical condition of Bath city. By this way more
airports will be available there and transportation facilities may get improved. Though this
requires more investment but development in physical resources such as more attractive places,
effective transportation, luxurious hotels and amazing food arrangement can attract visitors
towards the location. Currently physical resources of bath city are under developed. There is no
proper infrastructure, hotels, railway lines etc. travellers do not get accommodation facilities here
and government of the nation do not pay attention on implementing the latest technologies so
that overall development can be taken place.
Future Bath plus which has made partnership with Bath chamber of commerce and
initiative and Bath & North East Somerset council. Its main aim is to improve economic
condition of bath. This contributes well in organizing events in the location and improving
infrastructure facilities in the destination. It works for innovative commercialization and
enhancing business opportunities for the organizations.
Bath city has good infrastructure, there are many luxurious hotels and food of Bath city is
amazing. This is another resource of the city that attracts visitors towards the location.
Developed in both physical and cultural resources can help the Bath city in maximizing
economic potential of hospitality and tourism industry if the destination (Pike, 2015). By this
way number of visitors will be increased and they will be spending money in the city. This will
help in raising foreign reserve of the nation and will support in developing overall condition of
the country. Both these resources can assist in the growth of bath city so that it can be developed
as top tourist destination (Cristofori, 2015).
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Increasing competition is the major issue for the Bath city of England because due to
which it fails to make its own position and attract people towards the destination. There are many
places such as London, England, Paris which are competitive in this market and affect overall
tourism activities of the Bath city (Harris and Wise, 2017). These places are highly developed
and there are effective transportation facilities. That is why these places are able to attract more
people towards the locations. Thais increases their travel business and help in increasing foreign
reserves of the nations. Bath is the destination where many independent shops are operating, its
honey coloured Georgian architecture is popular that can help the destination ion gaining
competitive advantage and attracting visitors towards the location.
There are more than 525 venues in Bath city including churches, public halls that gain
attention of tourists. There are many sport and leisure centres such as Keynsham, Chew Valley,
Midsomer Norton etc. One of the major tension in Bath city is related with conservation of
natural resources. That is why tourist authorities are unable to meet with needs of visiotrs. There
are less cultural provisions outside central Bath. But there are many attractive parks, public
spaces that are amazing resources or beauty of Bath city.
Innovation proposed to develop resources
Innovation can be defined as ways through which entity can meet with its organizational
goal. Bath city is the small size location which has huge potential of development. This
development and innovative practices can help the destination in attracting more people towards
the location. Uncertainty may take place any time in such condition it is essential for the concern
authorities that to adopt some innovative ideas so that Bath can become the leading tourist
destination in the UK. There are various innovative ideas that can be used by Bath city in order
to gain more development opportunities and attracting more travellers towards the location.
Implementation of advanced technologies and revolutionary innovation
Highly advance techniques play significant role in the success of the tourist destination.
Bath is the small size city where fewer people come. The major reason of fewer tourism activity
is that government has not adopted the latest technologies so that more people can get to know
about the location. There is no travel website where individual can get to know about this
destination (Pike, 2015). When they search on internet, then travellers do not get much
information about transportation medium and hotels of the city. In such condition, they get failed
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to make their mind to come to this location. If technological up-gradation take place then it will
help the government in attracting more people towards bath city and making them aware with the
beauty of this place. Providing facilities on internet to book their hotels and transportation
medium encourage people and they take more interest to visit such type of location (Rahimi,
2017). This innovation can be effective in order to develop physical resources of the country. As
much as visitors come to this location then they will spend high amount here. This will help the
concern authorities in raising foreign reserves which will be used for the development of the
destination. If people are getting this facility then it will attract more people towards the
destination (Brebbia and et.al, 2017). Use of advance or digital technology is considered as most
popular innovative idea. In the recent time people like to search about the location before going
to this place. Bath city can develop its website and can develop its web page. This can help in
making strong connection with visitors and making them aware with beauty of the location.
For this innovation concern authorities need to do market segmentation on the bases of
their demographic characteristics.
Illustration 3: market intelligence data
Source: (Travel's Tours & Activities Market to Reach $183 Billion
by 2020, 2017)
Young people uses internet ad advance technologies effectively. Adults search about the
place, their hospitality services and attractive points before going to any place. If Bath city take
support of advance technologies' ad provide them information about the location on internet then
these segment people will get attracted towards the location and they will take more interest in
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coming to this location (Inversini, Cantoni and De Pietro, 2014). It is expected that young people
like to travel in different place. As they spend more time in their offices thus, they do not get
much time to spend with their families. In such situation, they plan holiday so that they can
spend quality time with families. Young people are the target audience. If government
implements the latest technologies and develop tourist website of the bath c city in which it gives
detail about the attractive point, transportation, hotel facilities the defiantly more people will take
interest and they will come to this location. This will help in the potential growth of the
destination (Harris and Wise, 2017).
Architectural innovation
Bath city architecture is very popular that can help in attracting more people towards the
location. Georgian architecture designs are used in many places in Bath. For example, London
was facing issues due to decreasing number of travellers, in order to improve travel activities and
boosting tourism business of the destination government has started organizing cultural
programs. This has attracted more people towards the location and help in raising economy
condition of the nation. This innovation practices can be better to enhance cultural resources
values and make people aware with the cultural aspect of the population. Bath is the traditional
city, its food, culture, festivals are amazing. If authorities pay attention on organizing festivals in
the nation and promoting these festivals then it may support in attracting more people towards
the location. Creating new events can enhance demand of visitors in the nation. This help in
developing condition of the place to great extent. Organizing cultural international programs is
the innovative idea that can be applied by Bath city in order to enhance number of visitors in
destination. This international cultural programs attract people because it can meet with their
research, educations and holiday needs. This can makes the city more visible and by this way
culture of Bath can be spread across the world.
For this innovation market segment may be done on the bases of demographic and
psychological characteristics. Concern authorities may focus on age, income, cultural aspects of
the people and can provide them necessary detail about the festival through e-mail or social
societies. This will attract old, young, family all kind of travellers towards the Bath city. This
will spread cultural values of Bath across the world and people will get to know about beauty of
the location (Carbone, 2016). This will enhance awareness among visitors and they will
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frequently plan to come to this location to enjoy cultural beauty of the place. This segment
people are able to contribute well in the growth of tourism business of Bath city to great extent.
Organizing international games in the Bath city
Most of the countries are organizing internal tournaments. Many visitors travel from one
place to other to see these games. For example, before some time Brazil was not so developed,
its economy condition was poor but organizing Fifa world cup has boosted its economy position.
In this Fifa cup many visitors come to this location from across the world. Many international
visitors have visited Brazil and have spent huge amount in the country (Horner and Swarbrooke,
2016). This has helped the government in increasing foreign reserves and this money is being
utilized for the development of the country.
If destination management authorities implement this innovative idea then it will
definitely help the concern authorities in attracting more people towards the location. For this
innovation target audience will be young people those who have huge interest in watching live
games. If destination manager concentrates on organizing international games such as football,
cricket then it will attract the young people. This will increase number of travellers in the
location (Barnes, Hayes and Longhurst, 2015). They will spend adequate amount in the county
which will help in raising economic position of the nation. This money will be utilized in
developing infrastructure, transportation facilities so that more travellers take interest and come
to this location. This innovation practices will help in achieving the goal of the destination and
can make it more successful tourist destination from the point of view of visitors.
Regular innovation such as destruction of existing structures, quality of tour packages in Bath
city
Destination management authorities are required to promote new investments that can
help in increasing productivity of the place. Quality of tour packages needs to be raised so that
more travellers take interest in the Bath and they make their mind to come to this destination.
Innovation is the effective tool that helps in creating destruction of existing structures. If
any place takes support of effective innovative ideas then it may help the location in
improving economic condition of the nation (A conceptual and dynamic approach to innovation
in tourism, 2003). This aids in enhancing growth rate, by this way economy condition of the
destination can be improved soon. Government of bath city can make contact with tour operators
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,agencies, transportation firms etc. This will help in providing quality tour packages to the
visitors so that they can feel happy and make plan to come to this location.
Regional, national and international stakeholders
Tourism industry is the fastest growing industry that contribute well in the economic
development of the country. The contribution of tourism business in total gross national product
is significant (Tourism Industry Council, 2017). There are various stakeholders in the destination
management. It is very important to have good engagement of all kind of stakeholders so that
overall destination can be promoted as tourism destination and can grow well. Stakeholder
involvement in the destination management is very important. If all stakeholders are sharing their
views then it may help in implementing innovative ideas that supports in the growth of the
location. Regional, international and nation stakeholders of Bath city are described as below:
Regional stakeholders
Bath chamber of commerce
Bath chamber of commerce work for the development of the city. It concentrate on
spreading culture of the Bath across the world and promote business so that economy of the
nation can be improved.
Bath & North East Somerset council
It is regional stakeholder of Bath tourism city that makes connection with other concern
authorities and make plan for the development of the city.
Local Bath communities group
They are the most important stakeholder; overall destination management helps in
improving standard of living of the local people. It is very important that local communities get
engagement in the planning phase so that they can get to know about benefits that can be taken
by them with the tourism development in the nation (ABTA – The Travel Association, 2018). By
this way bath people will provide their full support to the government and will deal with the
international visitors effectively. Increasing tourism activities will help the local communities in
getting more employment opportunities and raising their standard of life. Their engagement will
be beneficial in order to maximize potential success of Bath destination management plan. This
stakeholders point dialogues between tourism industry and ministry.
Tourism industry council of UK
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