Tourism

Name

Course

Tutor

University

Date

Undertake a SWOT analysis of a UK destination . In the analysis you should concentrate on markets , destination attractions and promotional strategies . The analysis should make use of relevant theory

INTRODUCTION

The South West Tourism (SWT ) is a tourist board which brings together seven counties from the South West region , of England , it comprises of

Dorset County

Wiltshire County

Cornwall County

Gloucestershire County

Former County of Avon

Somerset County

Devon County

and

The Isles of Scilly County

p SWT 'S Attractions

It has two National Parks namely Dartmoor and Exmoor which covers an area of 1 ,631 square kilometers . It has a coastal area known as South West Coast Path which prides itself with Dorset and East Devon coast The latter is a classified World Heritage . As well as foreign tourists SWT attracts domestic tourists and these contribute largely to the revenues generated from the tourism industry

SWT is registered as a limited company it has over 4 ,400 members and enjoys partnerships with private enterprises , the local government as well as the central government . It is mandated to oversee all tourism business so as to spur economic , social and environmental growth as well as ensuring tourist satisfaction . To achieve that , several strategies and marketing campaigns are in place in to maintain its status as one of the leading UK destinations . It enjoys a research department responsible for upgrading its packages inline with visitors expectations and needs . It is estimated that , tourism alone earned UK in the range of ?74 in 2003 alone . In terms of job creation , it is approximated that it directly and indirectly creates over 2million jobs

South West Tourism (SWT ) is aiming at creating a successful tourism venture by applying the strategies referred to as 15 . It also has a vision of replicating the successes of other tourist destinations by creating a similar no-frills concept in the tourism industry . It is interested also in minimizing the current prices for visiting the SWT region which are currently high . It is also aiming at adapting technology to automate the process of serving customers hence reducing labour costs as well as increasing efficiency . It 's also aiming at maximizing the number of local visitors . SWT aims also at maximizing both capacity and the capability of its accommodation so as to grow in admissions well above current rates

Marketing

South West Tourism marketing plan is referred to as `Towards 2015 . In terms of strategy the following 9 strategies are singled out for marketing purposes . Also known as brand clusters , they are designed to help SWT market it 's holidays in the region by promoting its endowment in the following area

Sheer Indulgence environment

History and Heritage promotion

Romance opportunities

Nature campaigns

Discovery strategy

Easy Pre School

Adventure strategy

Chill Out promotions

Traditional Beach Holiday promotion

Visiting Historical sites

Visiting beaches

Relocating and settling in the SWT region

Honey mooning in the SWT

Ideal for historians and researchers

Ideal for naturalists

Accommodation which is tailored to suit...