Comprehensive Report on Destination Management and Tourism in London

This report provides a comprehensive analysis of tourism and destination management in London. It explores the impact of tourism on the London economy, highlighting key attractions like the Tower of London and Westminster Abbey. The report discusses the role of public relations agencies in promoting the city, the importance of awareness, attractiveness, and availability in attracting tourists, and the various stakeholders involved in destination management, including businesses, local authorities, and community groups. The report also includes a stakeholder mapping analysis and discusses the challenges faced by the tourism industry, such as terrorist attacks, and the strategies employed to overcome them, such as government support and promotional activities. The report concludes by emphasizing the growth and future prospects of the tourism industry in London, including the estimated economic value and job creation potential.

DESTINATION
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................2
TASK 3............................................................................................................................................4
TASK 4............................................................................................................................................6
TASK 5............................................................................................................................................7
TASK 6............................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

Illustration Index
Illustration 1: Successful tourism destination..................................................................................3

INTRODUCTION
Present report focuses on tourism and destination management as well as the role of
Public Relation agencies involved in promoting destination of a concerned city. Management of
tourism as well as destination has undertaken development of various attractions in the city in
respect of bringing more and more tourists or visitors for that city. The role of PR agency is to
communicate to desired visitors and this communication generates a recognisable image of the
city or place. The report is focused on tourism in London. With time there are many changes that
has taken place in relation with preferences of traveller, all aspects related the tourism are
discussed. There are many tourist places like London Eye, Big Ben, Lower of London, etc.
Support provided by government is high and this has helped in raising tourism in London. Due
to some of the Terrorist attacks, there are many problems that are faced by government. This has
caused negative impact over travel and tourism. However, with proper strategies applied, the
country is able to develop positive perception within the mind of people and thus is has raised
tourism at London.
Slogan: Tour of your life
TASK 1
The business of tourism has increased in London economy during the recent years. It has
become a growing venture activity which provides employment opportunities to a number of
individuals in the city (Shoval and McKercher, 2017). According to the reports, approximately,
one out of twelve individuals is employed with tourism business, either directly or indirectly.
The tourism brand of London enjoys a prestige position by conquering 5th rank in the whole
world. In the year 2016, around 65 millions of people from all around the world visited London
as their destination for tourism. During the same year, the major number of visitors from the
overseas market or city included tourists from France, Germany and USA. Further, it is
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identified that The Royal family generate close to £500 million each year towards British
tourism (Assaker and Hallak, 2013). There were about 19.1 million international visitors in 2017
and this makes it one of the most visited in context to international visits.
This growing tourism business is the result of numerous tourists’ attractions that are
presented in London and compels the tourists to visit that place, thus, enhancing tourism. The list
of various attractions for tourism available in the city is presented as below: Tower of London: It is the world famous destination preferred by tourists visiting the
city (Vanhove, 2017). It is a royal residence built around 1,000 years ago, which has
some historical as well as fascinating stories relating to its wall. Westminster Abbey: It is one of the world’s great churches. It is believed that the place
traces the final footsteps, i.e. last footsteps of Kate Middleton before becoming the
duchess of Cambridge. Moreover, it has emerged as a wedding destination or venue for
famous weddings in the year 2011 (Chen and Phou, 2013). It was in the year 1560 it was
reformed as Collegiate Church of St.Peter in Westminster by Queen Elizabeth I. Kew gardens: This garden has become a tourist attraction due to the natural factor that it
is a habitat to millions of exotic as well as rarely available plants. This rare availability of
these plants makes it one of the major attractions for tourists in London. There are more
than more than 1.35 million per year. It has to the world’s oldest port plant it is of the
plan that was gathered from 1770 (Thiene and Scarpa, 2017).
 Flamingo land theme park: The entertaining fact of this place makes it an attractive
tourist destination. These entertaining facts include rides, zoo and a variety of restaurant
as well as bars providing different varieties of food and beverages to its visitors. There
are frequent changes that taken place in relation with the themes that are set, this is
helpful enough to attract individuals in effective manner.
Along with these, there are a number of tourist attractions in London such as Chester
zoo, St. Paul's Cathedral, Stonehenge, London zoo, Drayton manor theme park, etc. With these
growing tourist attractions as well as tourism in the city, there is requirement of providing
various tourism related services to those visitors. In order to provide these tourism related
services, there are numbers of businesses or firms that operates in the context of tourism industry
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(Chon, 2015). In the coming years the tourism industry will become worth £257 billion by 2025.
Just under 10% of UK GDP and supporting almost 3.8 million jobs, which is around 11% of the
total UK number. Some of the fastest growing tourism ventures in London with their
headquarters are listed as below:
 Mogfort Ltd., a hotel providing hospitality services to tourists, headquarters located at
Oxford.
 In 2016, London was ranked as the 6th most expensive city to live in.
 London tried to compete with Eiffel tower by building a structure taller than that. But the
construction had to be stalled and the structure demolished because it was unsteady. This
is a classic case of competition gone sour.
 Global Grange Ltd., a luxury hotel with headquarters situated at London.
 A.B. HotelsLtd., which has its Headquarters at London.
These are the major hotels that operate in providing hospitality services, thus, enhancing
tourism.
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TASK 2
In the context of achieving success in building tourism destinations, there have been 10
A's model proposed by Morrison in the year 2013. Out of these 10 As, three are explained in
detail as under:
 Awareness: In order to emerge as a tourist attraction in the world, a city or an economy
is required to create awareness about the various tourists destinations that are located in
that city, which ensures more number of visitors enhancing tourism (Thapa and Schlegel,
2016). To create this awareness among the visitors, Public Relations agency appointed
assist concerned economy in its promotional activities. Apart from this, use of social
media should be done by government of London so that people who make use of social
media like Facebook, Twitter, etc. can get to know about the places that people can visit.
Further, training should be provided to local people so that they are able to help travellers
to clarify all their doubts. There is a lot of awareness about the destination to be visited in
London among the tourists (Odryna and Shimer, TiVo Solutions Inc, 2017). They are
highly attracted towards these places to be visited and this has become the core reason
behind the increasing tourism in the concerned city. This awareness created is the result
of various promotional activities undertaken by Britain (Chung and et.al., 2015). Attractiveness: Tourists are attracted to visit a particular place only if it possesses
something different or unique to be visited (Sainaghi and Baggio, 2017). London has
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Illustration 1: Successful tourism destination
Source: (10 As model of Successful Tourism
Destination, 2017)

numerous attractive places which lead to enhancement of tourism and this increases the
number of tourists for the city (Kim and Yun, 2017). The name of the city itself is an
attraction for many visitors as it has emerged as a dream destination of visiting in the
minds as well as hearts of tourists (Dasgupta, 2011). In addition to this, various tourist
attractions include the famous London Bridge, Chester zoo, different theme parks, tower
of London, Tower Bridge, Sea life London aquatic park, Piccadilly circus, Trafalgar
square and many more (Odryna and Shimer, TiVo Solutions Inc, 2017). All these places
are effective enough to attract people around the world. However, is important for the
government of London to make frequent innovations and maintain their heritage in
appropriate manner. Proper steps are taken by government to maintain all these
mentioned places so that people around the world are attracted. When steps are not taken
by government, then it causes serious issue in maintaining the places for attraction.
 Availability: This fact here includes the availability of attractions for tourist to visit the
city of London (de Noronha. and Morrison, 2017). The availability of tourist attractions
enables a place to attract visitors for enhancing its activities related to tourism. Also,
availability of various services that are recognised as a need for any tourist to visit a
place, is necessary in the context of visitors attraction management (Chung and et.al.,
2015). Their tourist destination should at least meet the basic requirements of an
individual, i.e. of accommodation as well as food and beverages (Toll, Rojewski and
Herbst, 2014). Along with these two basic needs, there should be availability of various
other requirements of tourists in order to make their stay at ease in concerned economy
(Sherson, Yakes Jimenez and Katalanos, 2014). London consists of various ventures
which involves in this activity of providing various facilities to the visitors of the
destination (Pan and Lu, 2017). These ventures or firms have facilitated its customers
with pre booking facilities for all its requirements and these needs are fulfilled as per the
willingness or bookings made by those tourists (Dasgupta, 2011). This leads to high rate
of customer satisfaction for those hotels (Glăveanu, 2013). This brings a sense of good
experience of visitors with the city thus, increasing the value of tourism for London. The
availability factor of tourist destination includes facilities that are being provided on
arrival of tourists (Prokhorov, Hudmon and Gritz, 2010).
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TASK 3
Stakeholders are the personnel who provides with basic facilities to build up an
organisation. These stakeholders in the context of tourism as well as destination management
includes the business ventures undertaking hospitality services along with other services for
facilitating tourists, the local authorities, business improvement districts, operators, information
providers, cultural bodies, community groups, retail stores and the major land owners in the
concerned city. These personnel or bodies assist in managing the activities regarding tourism in
the concerned city (Önder and Zekan, 2017). Currently, there are 39 Local Enterprise
Partnerships operating in London. These enterprises are an outcome of collaborations undertaken
voluntarily by the local authorities and the business ventures, in respect of achieving smooth
operation of destination management activities, formed in the year 2011 (Mendola and Volo,
2017). These enterprises operate in the department of culture, digitalisation as well as media.
They share relevant information regarding visitor’s attractions to the business organisations
operating in that context. There are different types of stakeholders who will be involved in the
process. In this context, it include tourists, tourism sector organisation, communities, NGOs, and
Government. When these have proper coordination, then it becomes favourable enough to make
the business attain their set of goals in appropriate manner. The stakeholder mapping that shows
power and interest in destination management is described below in the chart:
Figure 1: Stakeholders Mapping
Tourists
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Tourists are key stakeholder in destination management. These can be classified into
Leisure, Business, Visiting friends and relatives (VFR) and other types. They have high power
and high interest in the destination. In order to enhance their attraction they must be keep
satisfied. Their role is to explore the destination and contributes in generating revenue of the
destination. For example, in London there are many tourism spots that are effective enough to
make the attract people around the world. Further, there are effective support from the side of
government made so that they are able to make developments.
Tourism Sector Organisation
Tourism sector organisations are important stakeholder in destination management. They
are of different types such as Destination Management Organisation, hospitality, attractions,
transport, travel trade, media and employee organisation. Their power and interest is high in
stakeholder analysis. They play prominent role in providing services to tourist and generate
revenue through it. They help in boosting up the national economy. For example, Thomas Cook
understands the requirement of people and accordingly they develop packages and this way, it
increases the rate of tourism. However, it was important to develop packages carefully or else it
does not have any effect on tourism.
Communities
Communities includes: community organisation, resident association, business
association, special panels or task forces which influences the tourist destination management.
Their role is to ensure that peace and serenity has been maintained in the society. They have to
assist foreigners so that reputation of country can be increased. It is important that all these
communities have proper knowledge regarding all tourism spots so that appropriate information
is provided to travellers.
Environment
NGOS, Conservation societies, environmental agencies and other environmental
protection agencies are part of environmental communities. Their role is to ensure that tourists
and tourism organisation are considering environmental protection and preservation. The rate of
pollutions is raising drastically and with increase in tourism, it contribute towards pollution. It is
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important that government takes appropriate steps so that they are able to main their
environment in appropriate manner.
Government
Government plays significant role in destination management. Government whether
local, national and regional formulates policies and regulations which tourists and tourism
organisation have to follow. They have high interest and must be informed about the changes in
order to retain in the market. For example, there are budget plans made so that developments and
heritage can be maintained. All these are effective and important so that travellers can witness
history and culture that are carried out by various destinations.
All the above mentioned points are considered to be the main stakeholders who are
involved in tourism development in London. Each of these play vital role to raise tourism in
effective manner.
The prime functions or basic objects or responsibilities conferred on these LEPs are
listed in detail as below:
 These enterprises operate in respect of determining the priorities to be undertaken in
destination management activities. The priorities include the 10 As model, a proper
identification of all these factors regarding tourism leads to effective fulfilment of this
responsibility.
 Its operations are directed towards economic growth as well as development through
enhancing tourism thus, leading to effective management of the same.
 Also, they are responsible in creation of employment opportunities for individuals by
undertaking various managerial activities (de Noronha and Morrison, 2017).
 It accounts for encouraging investment on the parts of other individuals in the city, thus
enhancing tourism related activities for attracting more visitors. They also leads to
reducing barriers in investment by providing protection as well as ease in the business
related activities.
 These organisations offer development of infrastructure in the economy. However, the
developmental activities leads to creation of more tourist attractions for visitors, which
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further leads in efficient management of destination as well as tourism (Mendola and
Volo, 2017).
 It supports the business organisations in its growth and development related activities by
providing various information regarding the available scope of that venture in the market
(Kim and Yang, 2017). It also provides information to other individuals situated
overseas, regarding the destination attractions, which is done by undertaking various
promotional activities. It ensures developing skills relating to destination management in the population of
concerned city. These skills can be generated by providing degree based knowledge to
the desired candidates or by initiating training as well as developmental programmes for
generating required skills (Kim and Yang, 2017).
Accommodation providers and Travel Agents
Hotels and travel agents are important stakeholders. They have huge responsibility to provide
effective accommodation to the tourists and make them familiar about the country (Kim and
Yun, 2017). In this context the roles and responsibilities of hotels and travel agents are described
below:
 To provide accommodation, welfare facilities and basic amenities to the visitors in order
to enhance their experience.
 To provide secure and safe environment to enhance the motivation of tourists.
 To provide information to the tourists and visitors about the destination in effective and
explicit manner to increase knowledge of visitors (Pomering, Noble and Johnson, 2011).
 To helps them in their issues so that their perception regarding the destination can be
transformed.
TASK 4
In respect of undertaking effective marketing activities for any venture of any sector
operating in an economy, there is a need to adopt an efficient combination of essentially four
elements of environment, which are termed as 4 Ps of Marketing mix (Thapa and Schlegel,
2016). The four Ps are Product, Price, Place and Promotion. These four factors are essential to be
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