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Visit Britain: Strategic Analysis of UK Tourism Marketing Case Study By Native Assignment Help.
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This research paper aims to elucidate the fundamental principles of tourism marketing and marketing audit, which serve as effective tools for comprehending the sustained growth and viability of the tourism sector (George, 2021). The comprehension of target market demographics, establishment of a unique brand value, cultivation of proficient communication abilities, staying abreast of current technological advancements, and nurturing positive relationships with diverse stakeholders are fundamental principles that underlie successful business practices (Luque-Martínez et al. 2019).
The marketing audit is a thorough evaluation that examines various facets of marketing, such as product targeting, market segmentation, marketing objectives, distribution channels, pricing and promotional strategies, and customer feedback. By means of undertaking this research, the objectives of identifying novel opportunities for growth and advancing sustainable tourism will be achieved. The present exploration centres on the historical context of Visit Britain and offers perspectives into the internal and external business environments of the organisation (Palav and Jagtap, 2020). Furthermore, the importance of ethics within the hospitality sector is underscored, alongside the necessity of comprehending the proper implementation of ethical conduct.
The study's findings and recommendations suggest that Visit Britain should prioritise effective communication and technological advancements to establish and maintain positive relationships with stakeholders (Fletcher, et. al. 2017). This will ensure the sustainability of the tourism industry in the long run. The study's discoveries and suggestions are available for perusal at this location. Moreover, it is imperative for the organisation to uphold ethical norms and acknowledge the potential impact of its activities on both the local community and the surrounding ecosystem. The present study provides a comprehensive examination of the marketing audit and the principles of tourism marketing in the tourism sector.
Figure 1: Visit Britain
In 1969, the Development of Tourist Act facilitated the establishment of Visit Britain as a national tourist organisation in the United Kingdom. The aforementioned organisation is responsible for enhancing the nation's reputation as a desirable tourist destination. The organisation in question has received funding from the Department for Culture, Media, and Sport (DCMS), a governmental entity tasked with facilitating the growth of the tourism industry in the United Kingdom. DCMS is an acronym that refers to a governmental organisation in the United Kingdom that shares the same . Since 2015, the aforementioned organisation has functioned as a sole legal entity in collaboration with Visit Britain and Visit England. Furthermore, the lexicon employed by the organization has been modified to align with its revised position.
Figure 2: Digital Civil Service
The primary objective of the agency is to provide recommendations and suggestions to the government regarding enhancing the efficiency of the tourism sector and augmenting the influx of tourists. The primary objective of the organisation is to enhance brand value and bolster the workforce, thereby enabling the implementation of effective marketing strategies to promote the tourism sector in the United Kingdom. The government, being a public entity that operates autonomously, is obligated to adhere to specific regulations. The absence of adequate facilities and financial resources constitutes a constraining element that impedes progress and expansion in the future. Recently, Visit Britain launched a novel advertising initiative, "I Travel for Campaign," which exhibits ingenuity and efficacy. The objective of the promotional campaign is to showcase the travel patterns of some of the prominent clientele of the organisation. The primary objective of the organisation is to attain the status of the top travel service provider in the United Kingdom while simultaneously contributing towards the growth and enhancement of the local tourism industry.
Visit Britain is a National Tourism Agency in the UK. It is primarily responsible to take initiatives for the promotion and development of the UK tourism industry in the country. To identify and analyse its customer’s needs, the agency uses various combinations of data as mentioned below:
Further to improve the performance of the Tourism Industry in the UK, Visit Britain takes regular feedback from its valuable customers by conducting online surveys, sending questionnaires through email marketing, and asking for online reviews with the use of its Social Media Platforms.Additionally, Visit Britain regularly conducts research and development procedures to improve future growth and development in the tourism industry (Mulyani et. al. 2020).
Hence, the combination of both Psychographic data and Demographic data will help to understand and analyse Visit Britain's performance and leads towards the future course of measurable action.
Visit Britain operates in the competitive and dynamic hospitality and tourism business. An organization's external environment study identifies opportunities and dangers that could affect its competitive position.
Opportunities:
Threats:
From the above analyses, it is evaluated that the travel and tourism industry is characterised by intense competition, and Visit Britain faces stiff competition from rival tourism boards and travel companies, both domestically and internationally. Visit Britain has identified its primary competitors in the market and is consistently analysing their business strategies to gain a competitive advantage. To formulate effective competitive strategies, a business conducts a SWOT analysis to assess its internal strengths and weaknesses, as well as external opportunities and threats. Visit Britain possesses a competitive edge due to its comprehensive network of partners, established brand recognition, and effective marketing strategies. The organisation is faced with several challenges, such as financial constraints, limited resources, and the impact of Brexit on the worldwide tourism industry.
This model is propounded by Michael E. Porter in the year 1979. He was a professor at Harvard BusinessSchool. Porter's Five Force Model Plays a crucial role in the field of Management. This model allows the management to find and analyse the internal strengths and weaknesses of abusiness and helps to know about the competitive work environment, which further helps in developing strategies as per the market-driven forces and demands of the goods and services. This model is useful for providing regular feedback from its valuable customers, assists in the improvisation of the company's performance and is helpful to gain knowledge about how to increase the productivity of a business (Varelas and Georgopoulos, 2017).In the case of Visit Britain, a hospitality and Tourism Company, Porter's Five Force Model consists of the following stages:
The supplier can become the most powerful tool for the expansion and development of more tourist businesses in a country. Visit Britain is a national Tourism Agency in the UK, and the agency has strong collaboration with other stakeholders and investors. In this context, Supplier’s role is becoming more vibrant in the development of the Tourism industry (Kustipia and Wulung, 2021).
Figure 3: Porter's Five Forces: The Micro Environment
Ethics represents the code of conduct for the ease of doing business smoothly and effectively. Ethics in business are the moral obligation to the personnel who is responsible for managing and running the business operations (Power et al. 2020).
The following points will give insight into the importance of Ethics in a Business:
The tourism industry serves its hospitality to their visits and having a good sense of business ethics helps in maintaining sustainability in the competitive world. The following points highlight the importance of Ethical behaviour in the Tourism industry, which are as follows:
The analytical report highlights the following issues faced by VisitBritain, including:
Hence, Visit Britain can be able to become the Country's leading Tourism agencyafter overcoming its challenges.
The following actions would be taken into consideration by Visit Britain to improve its future Marketing strategies:
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References
Akter, S., Bandara, R., Hani, U., Wamba, S.F., Foropon, C. and Papadopoulos, T., 2019. Analytics-based decision-making for service systems: A qualitative study and agenda for future research.International Journal of Information Management,48, pp.85-95.
Fennell, D.A., 2020. Tourism and wildlife photography codes of ethics: Developing a clearer picture.Annals of Tourism Research,85, p.103023.
Fletcher, J., Fyall, A., Gilbert, D. and Wanhill, S., 2017.Tourism: Principles and practice. Pearson UK.
George, R., 2021.Marketing tourism and hospitality: concepts and cases. Springer Nature.
Kustipia, R. and Wulung, S.R.P., 2021. Porter's Five Forces Analysis: Potential of Extreme Night Culinary Tourism.
Luque-Martínez, T., Faraoni, N. and Doña-Toledo, L., 2019. Auditing the marketing and social media communication of natural protected areas. How marketing can contribute to the sustainability of tourism.Sustainability,11(15), p.4014.
Madsen, D.Ø. and Grønseth, B.O., 2022. Five Forces Model. InEncyclopedia of Tourism Management and Marketing(pp. 250-252). Edward Elgar Publishing.
Mulyani, A., Kurniadi, D., Septiana, Y. and Wahyono, T., 2020. Strategic planning for the implementation of tourism information systems.Int. J. Sci. Technol. Res,9(02), pp.4714-4717.
Nicolaides, A., 2020. Sustainable ethical tourism (SET) and rural community involvement.African Journal of Hospitality, Tourism and Leisure,9(1), pp.1-16.
Nyanga, C., Pansiri, J. and Chatibura, D., 2020. Enhancing competitiveness in the tourism industry through the use of business intelligence: A literature review.Journal of Tourism Futures,6(2), pp.139-151.
Palav, M.R. and Jagtap, S.D., 2020. Research In Marketing Audit a Systematic Literature Review.PARIDNYA-The MIBM Research Journal,7(1), pp.1-25.
Papulova, Z. and Gazova, A., 2016. Role of strategic analysis in strategic decision-making.Procedia Economics and Finance,39, pp.571-579.
Power, S., Di Domenico, M. and Miller, G., 2020. Risk types and coping mechanisms for ethical tourism entrepreneurs: A new conceptual framework.Journal of Travel Research,59(6), pp.1091-1104.
Varelas, S. and Georgopoulos, N., 2017. Porter’s competitive forces in the modern globalized hospitality sector–the case of a Greek tourism destination.J Tour Res,18, pp.121-131.
Vidgen, R., Hindle, G. and Randolph, I., 2020. Exploring the ethical implications of business analytics with a business ethics canvas.European Journal of Operational Research,281(3), pp.491-501.
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