UK Tourism Organizations: Strategy Evaluation & Recommendations

This report provides an in-depth analysis of the UK tourism sector, particularly in the context of challenges posed by Brexit. It employs analytical tools such as PESTEL, Porter’s Five Forces, and SWOT analysis to evaluate the business environment and strategic approaches of tourism organizations like Cyprus Tourism and Association of British Travel Agents. The report assesses the effectiveness of current strategies, including cost leadership and marketing promotions, and identifies weaknesses such as communication gaps within organizations and threats from competitors' strong marketing tactics. Ultimately, the study offers recommendations for future development strategies, emphasizing the need for enhanced employee training, more effective promotional methods, and strategic expansion into international markets to regain organizational glory and reputation. Desklib provides access to this document and a wealth of other solved assignments and study resources for students.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author’s Note

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Table of Contents
1. Introduction:...............................................................................................................................2
2. Three chosen analytical tools for the organization in evaluating the business scenario of
tourism sector:.................................................................................................................................3
3. Evaluation and Effectiveness of the organizations’ current strategies........................................8
4. Recommendations for the future development strategies of these organisations......................11
5. Conclusion:................................................................................................................................13
References:....................................................................................................................................16

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1. Introduction:
The referendum of UK membership from European Union has left major negative
impact on the overall economic strength of UK. Mathew and Sreejesh (2017) opined that Brexit
has likely weakened the strength of UK economy and their overall business industries. Especially
the tourism industries have faced major challenges in running their entire process of business due
to the lack of visitors from international geographic boundaries. In this kind of situations, the
business experts belonging to this tourism industry are facing innumerable challenges in
maintaining their overall business sustainability. This very specific study has focused to make in-
depth overview on how tourism sectors have implemented effective strategies within their
business based on which the business experts can regain their organizational glory and reputation
(visitcyprus.com 2018). After the incident of Brexit the business experts have decided to
implement some major business strategies and policies along with effective analytical tools with
the help of which the overall business environment can be analyzed. A critical evaluation is also
been conducted based on the current strategies of UK tourism organizations is implemented at
the workplace.
2. Three chosen analytical tools for the organization in evaluating the business scenario of
tourism sector:
In order to evaluate the overall business scenario of tourism sector the organizational
experts of tourism sector have chosen three major tools while analyzing the overall business
scenario. The selected tools are as follows:
 PESTEL analysis or external environment analysis:

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Political UK runs their country under the influence of a parliamentary body.
Mihalic (2016) opined that the country is constituted with political
stability with the help of which the government can run a transparent
regulations and acts. After the controversy regarding the referendum
of UK membership from European Union, the country is facing
immense challenges in maintaining their political stability. Tourism
organizations are facing immense challenges in dealing with the
customers effectively due to political chaos and rapid growth of
political instability.
Economic UK is considered 5th largest economy in the World of nominal GDP.
At the time of Brixit, the British had to face a serious economic
challenge, which ultimately prevented the business industries in
running their entire process of business effectively (Cheer and Lew
2017). Tourism organizations have faced economic challenges at the
time of Brexit due to the lack of international visitors in the country.
In addition, the employability opportunity in the tourism industry is
getting reduced day by day due to the economic constraints raised at
the time of 2016.
Socio-cultural UK is constituted with the people of various cultural as well as
religious attitudes and backgrounds. Especially, in tourism industry
there are innumerable number of people who belong to various
religious backgrounds and attitudes. However, this very specific study
has focused on how socio-cultural backgrounds leave a major impact
on tourism industry (Cucculelli and Goffi 2016). For example,
Cyprus Tourism and the business experts are flexible enough in
dealing with the people of various geographical backgrounds and

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attitudes.
Technological UK is out an out a technologically developed country with the help of
which service users of tourism orgaizations can easily receive
necessary responses from the business experts by sitting at their own
workplace. In addition, the service providers are very much advanced
in technology with the help of which they can give an immediate
feedback to the customers and grab their attention (Weeden and
Boluk 2014). With the emergence of new technology, UK tourism
organizations can easily communicate with the people from
international market as well.
Environmental UK tourism business has made a remarkable improvement in
reducing environmental issues. Most of the tourism destinations are
maintaining ecological balance by keeping the environment free from
pollution (Grimstad and Burgess 2014). Therefore, the business
experts of UK tourism organizations would not have to face
challenges in convincing the customers towards visiting the places of
UK.
Legal While running the entire process of business Cyprus Tourism would
have to follow environmental laws and regulations (Dibra 2015). In
order to give equal priority and response to all the customers, the
organization would have to implement anti-discrimination act, data
protection act, right to information act, gender equality act and so on.
Porter’s Five Forces or Industry analysis:

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Porter’s Five Forces generally provides an in-depth overview about the overall market
scenario of tourism industry. By making an effective comparison with other existing companies,
UK tourism organizations like Association of British Travel Agents would be able to evaluate
their market threats and competitor’s threats. Based on the overall industry analysis the business
experts of UK tourism organizations can make suitable strategies and policies.
 Buyers’ power:
The buyer’s power in UK tourism industry is very high due to the large number of
tourism operators existing at UK. Therefore, the buyers get many opportunities in bargaining in
the market. In this kind of situation, UK tourism organizations have to face immense challenges
in convincing the customers for using their products and services.
 Suppliers’ power:
Supplier’s power in the market of UK tourism sector is low due to the large number of
tourism sector existing at the places of UK. People from various geographical backgrounds and
attitudes tend to visit the places of UK (Sloan, Legrand and Simons-Kaufmann 2014). The
suppliers belonging to high competitive market do not get immense opportunities in bargaining
with the purchasers.
 Threat from the substitute:
In today’s competitive business industry banquet and conference sector can be considered
as one of the most effective substitutable threats (Aragon-Correa et al. 2015). Most of the
business experts belonging to UK tend to prefer in conducting their business meeting at a

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professional banquet or conference hall rather than preferring any tourist destination. As a result,
UK tourism organizations have to face challenges in grabbing the attention of customers.
 Competitors’ market threats:
Amidst most of the recognizable competitors of Cyprus Tourism belonging to the soil of
UK the name of Association of British Travel Agents, Ampersand Travel, Divequest and Little
Voyage are the most prominent. They are the primary competitors due to which Cyprus Tourism
has to face immense market threats from the competitors.
 Competitors’ rivalry:
Competitors’ strong business strategy is one of the most significant reasons due to which
Cyprus Tourism is facing their challenges in running the entire business successfully. Along with
effective strategies and policies, the business experts of Association of British Travel Agents are
very much professional towards the customers, which draw the attention of international
customers very effectively (Espiner, Orchiston and Higham 2017). In this kind of situation,
Cyprus Tourism has to implement stronger business policies based on which the business experts
can easily overcome necessary market threats.
 SWOT analysis:
 Strengths
 The internal organizational culture of
UK tourism organizations is very
strong with the help of which the
employees tend to provide their best
services.
 Weakness
 One of the most significant weaknesses
of UK tourism organizations is lack of
communication skill among the
employees. The employees are very
much formal and professional. People
belonging to other geographic

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 The business organization is constituted
with sufficient number of workforces.
With the help of sufficient number of
workforces, the business experts can
easily maintain an organizational need
and demands.
backgrounds have to face challenges in
interacting with the service providers.
 The promotional method of the
organization is not very effective so
that it can drag the attention of global
customers. The business experts of UK
tourism organizations need to invest
large amount of money behind
promoting the organization.
 Opportunities
 The business experts of UK tourism
organizations have the opportunities in
expanding their entire process of
business in various multinational
countries and gaining international
image and reputation.
 Threats
 Competitor’s strong marketing strategies
are one of the most significant threats that
the business experts have to face.
SWOT Analysis:
After evaluating the overall strengths and weaknesses of UK tourism organizations it can
be analyzed that, the business experts of UK tourism organizations need to invest large amount
of money behind promoting the organization. The employees are very much formal and
professional. People belonging to other geographic backgrounds have to face challenges in
interacting with the service providers (Font, Garay and Jones 2016). For instance, with the help
of sufficient number of workforces, the business experts of Association of British Travel Agents
can easily maintain an organizational need and demands. It has also been observed that the

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internal organizational culture of UK tourism organizations is very strong with the help of which
the employees tend to provide their best services.
In addition, the business experts of UK tourism organizations have the opportunities in
expanding their entire process of business in various multinational countries and gaining
international image and reputation. Competitor’s strong marketing strategies is one of the most
significant threats that the business experts have to face. The promotional method of the
organization is not very effective so that it can drag the attention of global customers (Moyle et
al. 2014). One of the most significant weaknesses of UK tourism organizations like Cyprus
Tourism is lack of communication skill among the employees. Therefore, the business experts
need to provide effective training and development session to the employees so that they can
enhance their communication skill as well as professional competency.
3. Evaluation and Effectiveness of the organizations’ current strategies
Before evaluating the current strategies implemented on UK tourism organizations, the
study has critically evaluated the necessary strategies that the organization has implemented for
regaining their tourism glory and recognition in the market of UK.
 Cost leadership strategies:
With the help of an effective cost leadership strategy the business experts of UK tourism
organizations have reduced the cost of products and services rather than focusing on designing
new product features. In case of UK tourism organizations, such as Ampersand Travel, the
business experts have designed the entire tour plan in limited time, but they have reduced the
cost of package (Camilleri 2014). As a result, customers having average income status can also
use the services equally. In addition, the business experts have not showed their interest in

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developing their official websites in every year. Therefore, in those sphere cost can be
immensely reduced.
 Marketing and promotional strategies:
It is undeniable that UK tourism organizations bears a sound expense behind their
marketing and promotional activities. Both traditional media as well as social media is used in
order to promote the products and services of UK tourism organizations. The promotional
budget made by UK tourism organizations is given below:
Promotion Tools Amount
(in €)
Digital Media Marketing Tools
Facebook €4,000
Twitter €5,000
Youtube €7,500
Total Social Media Marketing expenses €16,500
Other Online Marketing Media
E-mail Marketing €25,000
Online Display advertisements €10,000
Other Online promotional Campaigns €29,000
Total Budget for Online Media €64,000
Traditional Marketing Media
Newspapers €10,000
Magazines €30,000
Total Print Media €40,000

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TV Channels €75,000
Billboards €30,000
Total €105,000
Total Required Budget for Promotion €225,500
Table: Promotional budget of Cyprus Tourism
(Source: As Created by the Author)
Amidst traditional media and social media promotion, the business experts of UK
tourism organizations have chosen social media primarily with the help of which the business
experts can grab the attention of international customers (Budeanu et al. 2016). At the same time,
direct marketing strategies are also very much effective that can grab the attention of local
customers prominently. In direct marketing promotion, the marketing executives can get an
immediate feedback from the customers, which become very much effective for the business
experts in reforming their strategies and policies (Xu and Sofield 2016). In this kind of situation,
both direct promotional and social media promotion equally play one of the most significant
roles.
 Implementing training and development for service provider:
The business experts of UK tourism organizations need to provide an effective training
and development session so that employee can learn professionalism and communication. After
receiving training session, employees have gained multilingual capabilities (Edgell 2016).
Multilingual capabilities are very much effective in communicating with the people belonging to
various cultural backgrounds and attitudes (Chin, Songan and Nair 2014). In addition, proper
training and development session is also very helpful in enhancing the professional skills and

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competency of the employees. In this kind of situation, international customers having language
barrier or psychological barriers do not have to face challenges in communicating with the
people. This very specific study has focused to make on how implementing training and
development for service provider helps the organization in grabbing the attention of global
customers (Font, Garay and Jones 2016).
4. Recommendations for the future development strategies of these organisations
After evaluating the current implemented strategies within the business operation of UK
tourism organizations, it is however observed that the business experts have faced several
challenges in drawing the attention of global customers towards tourist destinations. The issues
that are highlighted from the current implemented strategies are as follows:
Issues:
 The business experts have ignored in rendering new product designs with the help of which
they cannot increase the number of target customers.
Recommendations:
Along with reducing the price level of the products and services, the business experts
would have to focus on designing their products and services as well. Effective product design
and service method is very helpful in attracting the attention of new customers (Chen 2015). In
addition, the business experts need to develop their websites in new format so that customers
from other geographical backgrounds and attitudes show their interest in using their services.
Issue:

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The promotional budget set by the business experts is very low for grabbing the attention
of international customers. In addition, the marketing executives do not put effective efforts in
effective promotional campaign
Recommendation:
The business experts of UK tourism organizations would have to enhance their budget
for marketing and promotional activities. With the help of an effective marketing and
promotional activities, the customers belonging to other countries can get an overview about the
company’s business strategies and policies. In addition, the promotional content prepared by the
marketing executives of UK tourism organizations would have to be strong (Pulido-Fernández
et al. 2015). The business experts need to focus on illustration and colourful presentation rather
than focusing on elaborated content (Badulescu et al. 2014). As a result, people belonging to
different language backgrounds and attitudes can easily understand the actual product
components and their service methods. In this kind of situation, both the business experts and the
employees can easily reach the doorstep of customers.
Issues:
The employees associated with the workplace do not have multilingual competency
based on which they can deal with the people of various geographical backgrounds and attitudes.
Due to the lack of multilingual competency, the customers have to face immense challenges in
interacting with the service providers and informing their needs and demands.
Recommendations:

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In order to gain multilingual competency the employees can receive an effective training
and career development session. Proper training and development session is also very helpful in
enhancing the professional skills and competency of the employees. In this kind of situation,
international customers having language barrier or psychological barriers do not have to face
challenges in communicating with the people (Moscardo and Murphy 2014). This very specific
study has focused to make on how implementing training and development for service provider
helps the organization in grabbing the attention of global customers. However, this very specific
study has evaluated that employees belonging to UK tourism sector need to grab more
professionalism for dealing with global customers (Prebežac, Schott and Sheldon 2016). As a
result, both the service providers as well as the service users can get equal benefits and facilities,
which ultimately will reflect on the overall sustainability of UK tourism business industry.
5. Conclusion:
After evaluating the entire study it can be thus concluded that UK tourism organizations
have implemented effective strategies within their business based on which the business experts
can regain their organizational glory and reputation. A critical evaluation is also been conducted
based on the current strategies of Cyprus implemented at the workplace. After the controversy
regarding the referendum of UK membership from European Union, the country is facing
immense challenges in maintaining their political stability. Especially, in tourism industry there
are innumerable number of people who belong to various religious backgrounds and attitudes.
However, this very specific study has focused on how socio-cultural backgrounds leave a major
impact on tourism industry. In addition, the service providers are very much advanced in
technology with the help of which they can give an immediate feedback to the customers and
grab their attention. In order to give equal priority and response to all the customers, the

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organization would have to implement anti-discrimination act, data protection act, right to
information act, gender equality act and so on.
Moreover, the buyers get many opportunities in bargaining in the market. In this kind of
situation, UK tourism organizations have to face immense challenges in convincing the
customers for using their products and services. Most of the business experts belonging to UK
tend to prefer in conducting their business meeting at a professional banquet or conference hall
rather than preferring any tourist destination. UK tourism organizations are facing their
challenges in running the entire business successfully. Along with effective strategies and
policies, the business experts of Association of British Travel Agents are very much professional
towards the customers, which draw the attention of international customers very effectively. The
promotional method of the organization is not very effective so that it can drag the attention of
global customers. One of the most significant weaknesses of UK tourism organizations is lack
of communication skill among the employees. In case of UK tourism organizations, the business
experts have designed the entire tour plan in limited time, but they have reduced the cost of
package. As a result, customers having average income status can also use the services equally.
At the same time, direct marketing strategies are also very much effective that can grab
the attention of local customers prominently. In direct marketing promotion, the marketing
executives can get an immediate feedback from the customers, which become very much
effective for the business experts in reforming their strategies and policies. Effective product
design and service method is very helpful in attracting the attention of new customers. With the
help of an effective marketing and promotional activities, the customers belonging to other
countries can get an overview about the company’s business strategies and policies. Proper
training and development session is also very helpful in enhancing the professional skills and

15MANAGEMENT
competency of the employees. In this kind of situation, international customers having language
barrier or psychological barriers do not have to face challenges in communicating with the
people.

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