Gov't Influence on Travel & Tourism Marketing: A Policy Analysis

This report analyzes the role of government-sponsored bodies, government, and international agencies in travel and tourism marketing, with a focus on the impact of national and local policies on the success of the sector. It highlights the influence of government actions such as visa policy changes and taxation on tourism, using the UK and Chinese tourist market as an example. The report also discusses the contributions of government-sponsored agencies like London & Partners in promoting tourism and preserving cultural authenticity. Furthermore, it examines the role of international agencies such as the European Union (EU), the World Tourism Organisation (WTO), and the International Air Transport Association in setting standards and regulations for the tourism industry. The report also explores the impact of economic policies, such as increased visa validity and funding for tourism promotion, as well as local policies related to maintenance of tourist attractions and land resource management.

MARKETING IN TRAVEL AND
TOURISM
Task 2

2.1 Role of government sponsored bodies,
government and international agencies in
travel and tourism
Government
• Plunge in the pound at the post- referendum vote period
has increased the booking rate of the flight between UK
and China (EDITOR, 2017).
• Simplification of the visa system for the Chinese tourists
along with expansion of visa validity period from 6 moths
to 2 years has made UK tourism considerably attractive to
the consumers of China (EDITOR, 2017).
• As per the report of January 2017, this has caused
increase in Chinese flight booking by 81% compared to
that of January 2016.
• Assignment of taxes by the government and international
relation of the government of the target market are also
crucial determinant of the business operations in travel
and tourism industry (Weaver, 2014).

2.1 Role of government sponsored bodies,
government and international agencies in
travel and tourism (Cont…)
Government sponsored Agencies-
• London & Partners works closely with the
industry partners to develop products and
services as per the preference of Chinese
visitors to the city of London (TUITravel
Media Centre – Thomson, 2017).
• Such agencies also contribute in enhancing
the authenticity of the UK culture by
arranging events Pink Floyd exhibition
termed as “Blockbuster” at B&A or 125
anniversary of publication of the very first
story of Sherlock Holmes (Smithers, 2017).

2.1 Role of government sponsored bodies,
government and international agencies in travel and
tourism (Cont…)
International agencies
• European Union (EU)
• EU standards are to be maintained for ensuring
that Europe remains the leading tourist
destination
• EU employment standards are also not be
maintained in terms of minimum wages, working
hour and healthy work environment (Schubert et
al. 2011)
• World Tourism Organisation (WTO)
• Tourism facilities need to be universally accessible,
socially and environmentally responsible and
sustainable in the developing country (Bizirgianni
and Dionysopoulou, 2013)
• The global code of ethics developed by the
organisation is to be met during operation of the
tour operator

2.1 Role of government sponsored
bodies, government and international
agencies in travel and tourism (Cont…)
International Air Transport Association
• The policies and regulations assigned by International Air Transport Association are to
be met while availing air transport for the consumers
• As TUI possesses its own airline therefore while conducting its operations within UK and
across globe, it is essential for the company to abide by the instructions and policies of
International Air Transport Association (Timothy, 2011).

2.2 Influence of local and national policies
upon success of travel and tourism sector
National economic
policies
Impact
Increased validity of
visa for Chinese
tourists
The increased validity of visa for the Chinese tourists from 6
months to 2 year has encouraged Chinese tourists to engage into
multiple visits to United Kingdom (Londonandpartners.com, 2017)
This increased their expense in UK market as well contributing to
development tourism sector and UK economy in general
Funding VisitBritain by
£100 million to
promote international
tourism (Gov.uk, 2017)
Promotion of UK tourism in international market using this fund
would help in attracting customers from the foreign market
therefore contributing to the tourism sector and its business.

2.2 Influence of local and national policies upon
success of travel and tourism sector (Cont…)
Local economic
policies
Impact
Fund allocation for
maintenance and
development of local
tourist attractions
Maintenance of local tourist attractions help in maintaining and
improving their condition that largely influence the visit and
satisfaction of tourists hence contributing to the development of
tourism industry (Horner and Swarbrooke, 2016)
Cost determination
and control on land
and resource usage
This wile restricts the usage of local land and other resources it
also reduces the possibility of their misuse thus maintaining their
proper condition.
This is important for ensuring the beauty and attractiveness of
the location for the tourists.

References
• Timothy, D. J. (2011). Cultural heritage and tourism (Vol. 4), London: Channel
View Publications
• Horner, S. and Swarbrooke, J., (2016). Consumer behaviour in tourism.
Abingdon: Routledge
• Bizirgianni, I. and Dionysopoulou, P., (2013). The influence of tourist trends of
youth tourism through social media (SM) & information and communication
technologies (ICTs). Procedia-Social and Behavioral Sciences, 73, pp.652-660.
• Weaver, D.B., (2014). Asymmetrical dialectics of sustainable tourism: Toward
enlightened mass tourism. Journal of Travel Research, 53(2), pp.131-140
• Schubert, S.F., Brida, J.G. and Risso, W.A., (2011). The impacts of international
tourism demand on economic growth of small economies dependent on
tourism. Tourism Management, 32(2), pp.377-385
• EDITOR, J. (2017). Record number of Chinese tourists flocking to London after
Brexit. Available at: http://www.standard.co.uk/news/london/record-number-
of-chinese-tourists-flocking-to-london-after-brexit-sparks-plunge-in-the-pound-
a3438751.html [Accessed 10 Apr. 2017]
• Gov.uk. (2017). 2010 to 2015 government policy: tourism - GOV.UK. Available
at: https://www.gov.uk/government/publications/2010-to-2015-government-
policy-tourism/2010-to-2015-government-policy-tourism [Accessed 10 Apr.
2017]