The Role of Tourism Marketing in Improving Economy: VisitBritain

This research project investigates the impact of tourism marketing on a country's economy, focusing on VisitBritain. The study begins with an introduction to tourism marketing and its significance in the hospitality industry, emphasizing its role in attracting tourists and boosting the economy. The literature review explores the concept of tourism marketing, its contribution to a country's economy, the benefits of tourism marketing, and the relationship between tourism marketing and the overall economy. The methodology section outlines the research design, approach, philosophy, and data collection methods, including the use of questionnaires. Data analysis is presented, including the questionnaire results. The conclusion summarizes the findings and provides recommendations for effective tourism marketing strategies to improve economic conditions. The project aims to understand the role of tourism marketing, its impact on the economy, and the strategies employed by VisitBritain.

Research Project

Table of Contents
Chapter 1: Introduction....................................................................................................................1
Chapter 2: Literature review ...........................................................................................................2
Concept of tourism marketing.....................................................................................................2
Contribution of tourism marketing in economy of country........................................................2
Benefits of tourism marketing for economy of nation...............................................................3
Relationship between tourism marketing and economy of country............................................3
Chapter 3: Research methodology...................................................................................................4
Chapter 4: Data analysis..................................................................................................................5
Chapter 5: Conclusion and Recommendation................................................................................17
Conclusion.................................................................................................................................17
Recommendation.......................................................................................................................17
REFERENCES..............................................................................................................................18
.......................................................................................................................................................19

Title: “To investigate the role of tourism marketing in improving economy of country. A
study on VisitBritain.”
Chapter 1: Introduction
Tourism marketing is one of the important aspect for hospitality industry as it uses as a
marketing tool that support in inviting more and more customers towards the specified area or
destination. Along with this it is also related with the marketing strategies that directly focus on
influencing as well as inviting number of visitors over there. One of the main advantage of
tourism marketing is to improve the economy of country (Abubakar and Ilkan, 2016). Current
research based on VisitBritain, is British tourist authority operate their business in UK for
establishing their competitive edge by selling UK attraction and travel tickets to visitors. Along
with this, company also implementing tourism marketing within their business activities to
effectively promote their services and improve their brand image at market place.
Research aim:
“To investigate the role of tourism marketing in improving economy of country. A study
on VisitBritain.”
Research objectives:
 To understand the concept of tourism marketing.
 To identify the contribution of tourism marketing in economy of country.
 To determine the benefits of tourism marketing for economy of nation.
 To evaluate the relationship between tourism marketing and economy of country.
Research questions:
 What is the concept of tourism marketing?
 What is the contribution of tourism marketing in economy of country?
 What are the benefits of tourism marketing for economy of nation?
 What is the relationship between tourism marketing and economy of country?
Rationale of research:
Current research is based on evaluating the role of tourism marketing in improving the
economy of country. In this, the main purpose of undertaking this research is to enhance their
skills and knowledge about the specified topic. This will help them in providing support in their
personal and professional career. Mainly, it is broad topic that provide in-depth information to
investigator to attain positive and reliable outcomes within the investigation.
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Chapter 2: Literature review
Concept of tourism marketing
According to Ciravegna, Lopez and Kundu, (2014), tourism marketing is consider as an
important term that used to business organization to attract visitors towards the particular
destination or location. Mainly, it is associated with marketing strategies which help in
promoting the tourism activities in market place with the aim of inviting more and more tourist
over-there. In UK, various places or hotspot are there which may aid in boosting tourism
marketing and at the same time also develop the economic condition. Along with this, it is also
considering as a complex concept as the tourism industries includes various activities that help in
keeping proper balance between tourist product and their travel experience. As it also defines
anticipating and satisfying existing or potential visitors. By this travel companies can easily
attain competitive advantage. In addition of this, tourism marketing is also related to a segment
of online marketing that help in promoting various tourist attractions and destinations with the
aim of inviting large number of visitors over-there. With the help of this concept company can
easily enhance their performance and develop positive brand image in competitive market.
Contribution of tourism marketing in economy of country
According to Heller, Pujolar and Duchêne, (2014), Now a day, tourism being the fastest
growing industry in the world. Under this industry, consumers have variety of choice to select
the best as per their needs and wants. Every location, destination, region is highly competing
each other in order to generate larger share within the market place. In economy, tourism
marketing plays a crucial role by contributing towards the country growth and sustainability by
includes various benefits and economic values. This is the reason that, tourism is consider as an
important growth driver within the nation. As it is source of employment generation and foreign
exchange earnings. All these are directly contributing in developing overall growth of the nation.
Thus, it is crucial for travel industry to effectively implementing tourism marketing within the
company as it help in promoting the different tourist points, destination and so on to invite
visitors. This will support business organisation in developing their overall performance and at
the same time also generate huge revenue to make economic condition strong. As it also develop
appropriate infrastructure that allow visitors to enhance their interest about specified destination.
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By this, tourist visit the destination again and again or also generate employment that may raise
living standard of people.
Benefits of tourism marketing for economy of nation
According Knežević Cvelbar and et. al., (2016), tourism marketing is an activity by
which company may promote the awareness in visitor’s mind towards the specified location of
destination wherein they want to go. In this regards, tourism bring better connection among
places with people and people with people. This will develop, grow and emerge economics that
directly contribute in enhancing the economic growth within the nation. In this there are various
benefits of tourism marketing for economy of nation like growth and boost in economic
activities, development of infrastructure, source of employment generation, global connectivity
and many more. All these can give boost to economy by consumer spending, creation of jobs and
many more. It drives the better growth in tourism industries in market place. In this regards,
there are some benefits of tourism marketing for economic of nation:
 Employment generation: It is one of the effective aspect of tourism marketing as it
provide job opportunities to local people to improve their living standard. Increase rate of
employment put positive impact on economic condition and at the same time also make it
strong. If people get job opportunities then they raise their style of living and also
effectively handle all the visitors. This will aid in making them positive towards the
particular destination and economy as well.
 Increase revenue: Tourism marketing play a significant role in travel industry as it invite
number of visitors over the particular destination that promote by company. This will
increase overall revenue and at the same time also develop economic condition. In this
company is responsible for providing better satisfaction to visitors so that they visit again
and again.
Relationship between tourism marketing and economy of country
According to Paramati, Alam and Chen, (2017), both tourism marketing and economy
of nation are interrelated because tourism industry highly contribute three high priority goals of
developing country like employment generation, foreign exchange earnings and generation of
income. All these are crucial as a driving force which directly contribute in developing
economic growth of nation. Along with this, it is true that tourism is hugely based on natural
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environment which help in inviting more and more visitors towards the particular destination.
This will increase demand and income of tourist that assist in generating revenue. As it
positively impacts on economy condition of nation is appropriate way and also promotes the
cultural awareness that preserve local culture and traditions. Furthermore, money is also
generate from tourism that can help in improving infrastructure and services as well.
In addition of this, when company promote or marketing particular location for inviting
visitors then they provide all the important information related to the same. This can be effective
for developing as well as generating revenue that help in improving overall infrastructure. This
is that reason that tourism marketing is related with economy of nation as it contribute in
developing overall growth of nation.
Chapter 3: Research methodology
Research methodology play a crucial role in undertaking investigator in effective manner
as it is related to the procedures in which study with be carried out. Mainly, it includes different
methods and techniques that support investigator in gathering data and information. It includes
various techniques like:
Research design: It is consider as a framework that used by investigator for undertaking
investigation in systematic manner. With the help of this, researcher easily gather information
towards the research topic with the aim of taking right decision (Ratten, 2014). It is classified on
the basis of three research design such as descriptive, exploratory and experimental. For
undertaking this research, investigator will use descriptive design that support in understanding
the behaviour of a group and individual as well. It help in increasing the chances of attaining
positive and reliable outcomes.
Research approach: For undertaking whole research, it is important for researcher to
select right and suitable approach so that they can easily gather relevant data towards the
research topic. It is divided into two methods such as inductive and deductive research approach.
As per this investigation, researcher will use inductive research as it is more suitable because it
provide proper and in-depth information to gain positive and reliable outcomes.
Research philosophy: It is consider as a belief towards the way in which data should be
gathered, analysed and used. By this, investigator can easily evaluate the actual information
towards the research topic and theme as well. It help investigator in attaining positive outcomes
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that make whole research successful. Research philosophy is divided into two philosophy such as
interpretivism and positivism. For undertaking this investigation, positivism research philosophy
will be used as it help investigation in undertaking research in systematic manner.
Data collection method: In undertaking research, there are two type of data collection
method such as primary and secondary (Ridderstaat, Croes and Nijkamp, 2014). Both are play a
crucial role in carried out the research. For this investigation, both primary and secondary
methods will be used in which researcher prepare a questionnaire by using primary methods.
Along with this secondary method help in carried out the literature review that help in gathering
information by understanding the views and opinion of different authors.
Research sampling: It is a group or process by which investigator will select respondents
from the whole population. Mainly, it divided into two methods such as probability and non
probability sampling methods. For undertaking this research, researcher will use random
sampling method by using probability technique. In this respondents get equal opportunities
being selected. In this, investigator select 50 respondents for undertaking this research in
systematic manner.
Chapter 4: Data analysis
Questionnaire
Name:
Age:
Gender:
Email id.:
Contact no.:
Q1) Are you aware about the concept of tourism marketing?
a) Yes
b) No
Q2) Is tourism marketing help in attracting tourist towards the specified destination?
a) Yes
b) No
Q3) What are the main benefits to tourism marketing for VisitBritain?
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a) Invite number of tourist
b) Stand out from competitors
c) Improve brand image
Q4) Does tourism marketing is segment of online marketing?
a) Yes
b) No
Q5) What are the different types of tourism market?
a) Cultural tourism
b) Adventure tourism
c) Historical tourism
Q6) What is the contribution of tourism marketing in economy of country?
a) Enhance GDP ratio
b) Employment generation
c) Infrastructure development
Q7) Is there any kind of relationship between tourism marketing and improvement of
country's economy?
a) Yes
b) No
Q8) What challenges faced by VisitBritain at the time of using tourism marketing?
a) Lack of staff capability
b) Change in consumer choices
c) Varies in marketing environment
Q9) What are the ways used by VisitBritain to overcome from tourism marketing
challenges?
a) Create amazing Travel Experience
b) Develop an independent brand
c) Focus on customers demand
Q10) Recommended the ways to create an effective tourism marketing to improve
economic condition.
Q1) Are you aware about the concept of tourism marketing? Frequency
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a) Yes 40
b) No 10
Q2) Is tourism marketing help in attracting tourist towards the
specified destination?
Frequency
a) Yes 30
b) No 20
Q3) What are the main benefits to tourism marketing for
VisitBritain?
Frequency
a) Invite number of tourist 20
b) Stand out from competitors 20
c) Improve brand image 10
Q4) Does tourism marketing is segment of online marketing? Frequency
a) Yes 45
b) No 5
Q5) What are the different types of tourism market? Frequency
a) Cultural tourism 20
b) Adventure tourism 15
c) Historical tourism 15
Q6) What is the contribution of tourism marketing in economy of
country?
Frequency
a) Enhance GDP ratio 30
b) Employment generation 10
c) Infrastructure development 10
Q7) Is there any kind of relationship between tourism marketing Frequency
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and improvement of country's economy?
a) Yes 30
b) No 20
Q8) What challenges faced by VisitBritain at the time of using
tourism marketing?
Frequency
a) Lack of staff capability 20
b) Change in consumer choices 20
c) Varies in marketing environment 10
Q9) What are the ways used by VisitBritain to overcome from
tourism marketing challenges?
Frequency
a) Create amazing Travel Experience 20
b) Develop an independent brand 15
c) Focus on customers demand 15
Theme 1: Concept of tourism marketing.
Q1) Are you aware about the concept of tourism marketing? Frequency
a) Yes 40
b) No 10
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Interpretation: Tourism marketing is consider as an effective activity of online marketing that
allow company in promoting different destination with the aim of inviting more and more tourist
over-there. As it also help in enhancing economic condition of the nation by providing different
job opportunities. In this regards, 40 out of 50 people are aware about the concept of tourism
marketing and rest of 10 participants are not agree.
Theme 2: Tourism marketing help in attracting tourist towards the specified destination.
Q2) Is tourism marketing help in attracting tourist towards the
specified destination?
Frequency
a) Yes 30
b) No 20
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40
10
a) Yes
b) No

Interpretation: In travel industry, tourism marketing play a crucial role in attracting large
number of customers and also make them aware about all the specified destination. As it also
allow tourist explore their views about the destination or place as well. Along with this, it is also
beneficial for economy because it help in generating revenue. In this, 30 participants give their
views that, tourism marketing consider as an effective term that help in inviting visitors towards
the particular location. On the other side, 20 out of 50 respondents does not think that sometime
tourism marketing does not attract tourist towards the destination.
Theme 3: Main benefits to tourism marketing for VisitBritain.
Q3) What are the main benefits to tourism marketing for
VisitBritain?
Frequency
a) Invite number of tourist 20
b) Stand out from competitors 20
c) Improve brand image 10
10
30
20
a) Yes
b) No