207TH: Strategic Marketing for Tourism and Hospitality Presentation

This presentation delivers a comprehensive analysis of strategic marketing within London's tourism and hospitality sectors. It begins by highlighting London's status as a major tourist destination, examining key attractions like Buckingham Palace and the economic impact of tourism. A detailed PESTLE analysis is conducted, evaluating political, economic, social, technological, environmental, and legal factors influencing the industry. The presentation explores marketing and sales strategies, identifies target markets, and discusses strategic partnerships. It also analyzes the success of marketing plans, including visitor statistics, and outlines a marketing plan with the aim of increasing global visitor share and fostering a thriving tourism industry. The conclusion emphasizes the importance of a supportive environment for tourism, the role of marketing strategies, and the potential for partnerships within the London market. References to relevant academic sources are included.

Power point
Presentation on
Strategic
Marketing for
Tourism and
Hospitality

Tourism Industry in
London  London is one of the largest tourist
destination in the world
 The city is home to an array of few of the
most famous tourist attractors
 It attracts more than 20.42 million tourists
annually.
 One of the most visited and costliest place in
terms of international visit
 On an average calculation tourist spend
more than £9.4 billion for a week visit in the
city
 The tourism sectors is known for employed
with more than 700,000 people.

Buckingham Palace,
London Buckingham Palace, London is the
London Residence and administrative
headquarters of the monarchy of the
United Kingdom.
 Located in the city of Westminster.
 The place is important for tourist visit
because it has been used by the royals
for hospitality and various types of
occasion.
 Originally it is known as Buckingham
House, was previously a large town
house built for Duke of Buckingham. In
1703.
 Known for having its ownership for more
than 150 years.

PESTLE Analysis for the
destination
Political Factors High risk factors regarding the military invasion in the city.
 The corruption level is too high , in the present date the
presence of intellectual property disorder city is known for
facing various types of strike and human disorder
 No presence of mandatory benefits to the employees.
 New immigration policies imposed by the government
 The New Digital Economy Act 2018
 Existence of various types of new tax policies and no
allowances of incentives to the tourist guides.

PESTLE Analysis for the
destination
Economic Factors Crowded market for tourism
 Increase in the UK tourism spending's
 Increase in the Value Added Tax
 The level of education among the economy plays a great role.
 The arte of fluctuation rate in interest.
 The spending power of the tourist

PESTLE Analysis for the
destination
Social Factors The skill level and the demographics of the population,
 The structure of the class and power in the society,
 The level of Education and standard in the city,
 The type of culture in the city is acceptable and belongs to a age
long heritage,
 There are plenty of leisure interests,
 Certain factors affecting the attitude of the society are-
1. Gender,
2. Roles,
3. Social Conventions (Ateljevic and Page, 2017).
 The gender role and the social environment is a part of the
social life of the city.

PESTLE Analysis for the
destination
Technological Factors There have been recent technological developments that has
taken place in the city of London.
 The use of technology has developed the quantity as well as the
quality of the products in London.
 There have been impact in the costume structure in the Financial
Services industry.
 There have been also very deep impact in the Financial Services
Industry in London as well.
 There have been severe impact in the value chain structure in
Financials sector of various industries situated in London (Veal,
2017).
 The rate of the technological diffusion plays an important role in
the industries of London.

PESTLE Analysis for the
destination
Environmental Factors The laws regulating the environmental pollution
 Air and water pollution regulations in Financial
Service Industry
 Laws regulating the recycling issues
 Waste management in the tourism sector
 Attitude towards the support of renewable
energy

PESTLE Analysis for the
destination
Legal Factors The anti trust laws in the tourism industry and
in overall cities in the country
 The discrimination laws affecting the city
 The consumer protection laws
 Health and safety laws
 Data Protection laws and many more

Marketing and sales Strategy
of the destination
 The target market of the destination is the demographic ranging
from new adults to the middle aged people coming from Asia,
America, Portugal, China, Germany and Australia
 To increase the amount of visitor the company use extensive
sales strategies which are extremely competitive in the market
from each other
 Not particularly but putting more strength on the extensive
customer satisfaction will be helping the companies to retain the
tourist for a longer term

Strategic Partnership for the
Destination
 Strategic partnership is known for helping all the partners to
work smoothly in order to improve the health care services,
tourism services as and well as provide insight to the leadership
contribution to the country. Strategic partnership among the side
business and other business member also helps them to work as
a whole
 The destination does have link with the6 A in order to provide
better customer services to the tourist

Success of marketing plan
 Making proper use of target market
 Making proper use of the demographics
 Use attractive strategies to retain tourist
 Using customer relationship strategies
 Visitor number in 2016 – 15.06 million
 Visitor number in 2017 – 17.26 million
 Visitor number in 2018 - 19.05 million
 Visitor number in 2019 - 20.69 millions
 Visitors are spending more than a week in the
destination to roam around in the surrounding places

Marketing Plan
 Marketing plan will ensure that the tourism
industry and the chosen destination is able to
take care of its customers in the market so
that they can make use of the resources
properly and gain sustainability.
 The marketing plan will help in initiating
growth of the market in London are-
 To increase the share of global visitor markets,
 To offer visitors compelling destinations of
distinction,
 To champion a successful thriving tourism
industry, (Dileep and Mathew, 2017)
 To facilitate greater engagement between the
visitor and the experience

Conclusion
 The economy condition of London may aid in setting up a tourism
business organization,
 The social and technological support and economic conditions in
London may help in setting up a new Tourism organization.
 The political situation should be able to provide some new
business solution to tourism industry
 There are several organizations that are found suitable for
building up partnerships In the tourism business in London.
 The marketing Strategies can also be easily implemented in the
market to set up a well facilitated business organization in
London, UK.

References
 Hall, C.M. and Williams, A.M. eds., 2019. Tourism and innovation. Routledge.
 Holden, A., 2016. Environment and tourism. Routledge.
 Morrison, A.M., 2018. Marketing and managing tourism destinations. Routledge.
 Dwyer, L., Forsyth, P. and Dwyer, W., 2020. Tourism economics and policy. Channel View Publications.
 Veal, A.J., 2017. Research methods for leisure and tourism. Pearson UK.
 Ateljevic, J. and Page, S.J. eds., 2017. Tourism and entrepreneurship. Routledge.
 Fletcher, J., Fyall, A., Gilbert, D. and Wanhill, S., 2017. Tourism: Principles and practice. Pearson UK.
 Maxim, C., 2016. Sustainable tourism implementation in urban areas: a case study of London. Journal of Sustainable Tourism,
24(7), pp.971-989.
 Chaperon, S., 2017. Tourism policies.
 Maitland, R., 2016. Everyday tourism in a world tourism city: Getting backstage in London. Asian Journal of Behavioural
Studies, 1(1), pp.13-20.
 Stylidis, D. and Cherifi, B., 2018. Characteristics of destination image: Visitors and non-visitors’ images of London. Tourism
Review.
 Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach. Macmillan International Higher
Education.
 SHENGNAN, Y. and Nedelea, A.M., 2019. ANALYSE LONDON TOURISM BY MARKETING MIX ‘4PS’. Ecoforum Journal, 8(1).
 Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services through Marketing Mix Elements. In
Strategic Marketing Management and Tactics in the Service Industry (pp. 304-329). IGI Global.
 Kiráľová, A., 2019. Sustainable Tourism Marketing Strategy: Competitive Advantage of Destination. In Sustainable Tourism:
Breakthroughs in Research and Practice (pp. 183-206). IGI Global.
 Su, R. and Cai, H.H., 2019. From Cultural Governance to Cultural Tourism: Towards an Interpretation Perspective. Tourism