Tourism Destination Marketing Essay Example | Topics and Well Written Essays - 3250 words

Tourism Destination Marketing - Essay Example The strategic direction identification process consists of assessment of the present status of the destination with respect to complete analysis of the prevailing conditions in the market. On the basis of the analysis, a future strategic marketing direction of the tourism destination will be formulated. After the formation of the strategic direction, a strategy of integrated marketing communication will be proposed for future development of the tourism destination. The mature tourism island destination that has been chosen for the study in concern is that of the Canary Islands which are located in Spain. The Canary Islands are integrated totally into the European Union and the level of safety and quality comply with the standards of Europe. Ei Hierro, La Palma, La Gomera, Tenerife, Gran Canara, Fuerteventura and Lanzarote are among the Canary Islands. The islands are located in the region that has the greatest level of biodiversity in the world. The islands are characterised with lar ge variety of landscapes, lava flows, and beaches of several kinds, impressive cliffs, fertile valleys and various other aspects (Islas Canarias, 2011). 2.0 Audit of the Current Status of Canary Islands This is an important section of the research paper that will deal with the current status of the Canary Islands in terms of market position in the whole economy. The analysis will be taken up with reference to the market analysis, internal analysis, competition that it faces and structure and role of the Canary Islands. During recent times, the Canaries have applied a number of strategies for achieving sustainable development with regards to the islands’ environmental factors. 2.1 Market Analysis of the Canary Islands Market analysis of the Canary Islands will be presented in this part on the basis of the prevalence of the demand in these islands. The best possible way of analysing the market of the Canary Islands would be to review the number of arrivals there with the help o f previous records. The tourists’ arrivals will represent the prevalence of demand in the region during previous years. Considering the number of tourists’ arrival in the Canary Islands, it can be mentioned that not only the number of visitors were high but the distribution of these visitors throughout the year was even as well. In other words, the demand was distributed homogeneously over the year. The inbound tourism market of the Canary Islands is diverse, with tourists arriving mostly from Germany and the United Kingdom. Thus, the target market for Canary Islands is highly concentrated in the European countries. Data of the year 2002 reveal that 90% of the tourists’ arrival had occurred from the European countries. According to the views of the holiday makers, the most important reason for choosing the Canaries as a holiday destination is due to its weather, scenic beauty, beaches and peace in the atmosphere (Garin-Munoz, 2004). 2.2 Internal Analysis of the Canary Islands The internal analysis of the C