London's Tourism: Destination Management Strategy Improvement Report

This report examines London's destination management strategy, aiming to provide recommendations for improvement. It begins with an overview of London as a tourist destination, followed by an analysis of key stakeholders and the existing marketing strategy based on the 4Ps (Product, Price, Place, and Promotion). The report also delves into London's brand strategy and market segmentation to define visitor profiles and characteristics. Challenges faced by London as a tourist destination are identified, leading to a set of recommendations focusing on enhancing services for repeat visitors, preparing for post-COVID-19 recovery, and improving tourist accessibility. The analysis includes details on tourism organizations, government entities, and the local community, along with specifics on the marketing mix elements, destination branding, and market segmentation strategies based on geographic, demographic, psychographic, and behavioral factors.