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Essay / Research Paper Abstract
This 14 page paper is written in 2 parts. The first considers how marketing by the UK Tourist boards compares to traditional marketing, looking at the similarities and the differences. The second part then plans a tour for visitors to the UK. This starts by identifying a target market and then planning and five night tour of the UK taking in areas such as Kew Gardens, Hampton Court, Windsor Castle, Stonehenge, Bath, Cheddar Gorge and Warwick Castle. The paper gives a full itinerary. The bibliography cites 5 sources.
Page Count:
14 pages (~225 words per page)
File: TS14_TEtourguide.rtf
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Unformatted sample text from the term paper:
than private bodies and have the goal of increasing visitor numbers to support to local economies. This increases the money brought into the area, as such many local business may
rely on them. As public bodies they are also required to be held accountable for their actions. The main task is marketing and supporting other marketing in the area.
In many ways this marketing is the same as any other marketing, only that the final product is very diversified, with a range of options, rather than targeted at a
smaller audience. The need is also one that is measurable in the usual sense Marketing is often measured by how many goods are sold or an increase in sales. The
sales here are the visitors attending the area, with a successful campaign leading to an increasing the number of visitors. The difference is the purchase is not made directly, but
from others. In this way the tourist board may be akin to a manufacturers, where goods are then sold through retailers. However, we can also argue there are divergences. There
are a higher number f stakeholders for any tourist boards, as they are representing an area, and therefore there is the need to avoid placing a particular perspective on an
area which may limit the potential. This means there is a need to attract a wide range of tourists, without constraining the potential of the area. Whichever perspective
is taken, there is the need for the tourist board to impact in the public and change their perspective of an area where necessary, or reinforce the positive perceptions. The
tourist boards are in competition with each other as well as other countries, although they may also help each other through alliances, with other nearby areas.
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