DESTINATION MANAGEMENT

Destination Audit - Worcester City Council

Executive Summary

Worcester City is a pulsating, sporting and culturally assorted city that reaches out to future with ancient roots. A detailed framework is drawn in order to conduct a comprehensive destination audit of Worcester City. With a current city overview, the report investigated current challenges and issues faced by the destination. In the light of academic literature and government publications, the report assessed target market and core products offered by the city. In order to evaluate roots of destination development, the report shed light on the product development, accessibility, infrastructure and event management by the city. Additionally, emphasis was drawn on the strengths and weaknesses of supporting products, which may become the cause of contemporary issues in destination management.

Key Words: Framework, destination audit, Worcester City, challenges and issues, target market, core products, destination development, product development, accessibility, infrastructure, event management, supporting products, contemporary issues, destination management

Executive Summaryi

Introduction1

Overview of Worcester City1

Situational Analysis of Worcester City2

Conclusion 14

Recommendation 14

Future Prospects and Challenges Faced by Worcester City5

Conclusion 26

Recommendation 26

Summary of Current Situation6

Product Development7

Target Market8

Infrastructure and Accessibility8

Supporting Products10

Conclusion11

References12

Destination Audit - Worcester City Council

Introduction

A formal report to the Council aims at conducting situational analysis of tourism and destination management at Worcester City. Based on certain parameters, the paper undertakes a comprehensive destination audit of the desired destination while identifying future prospects, issues and challenges faced by the city. In the light of provided instructions, the report summarizes current situation by highlighting elements of product development, target market, infrastructure, accessibility and supporting products. In addition to this, report identifies possible weaknesses in the supporting products, which may hamper the process of effective destination management at Worcester City. Finally, the report provides conclusive remarks on the comprehensive destination audit of Worcester City.

Overview of Worcester City

Being the County town of Worcestershire, Worcester City presents a modern outlook, which is backed with ancient traditions and customs. Worcester City is the heritage of UK and is one of the less explored historic destinations of the UK. The destination offers tourism products and services for all kind of visitors and tourists ranging from shopping enthusiast to passionate fans of sports (Visit Worcester, 2013, p. n.d.). Being the principle location of County of Worcestershire, the city beholds very rich Catholic and political heritage, which is well represented by famous heritage sites of Old St Martins Church, the Glovers Needle, and St Swithun's Church (Visit Worcester, 2013, p. n.d.).

The city has privilege to endorse and reflect the true cultural heritage of UK. The city portrays its journey through the Iron Age to modern developments in the industrial and commercial domain. Worcester City is a beautiful and adventurous destination, which may allow visitors to explore the true beauty of nature, Western civilizations, Catholic beliefs, historic cultures and sport events. Additionally, stunning image of the city is created and well portrayed by major locations of Croft Castle & Parkland, Gheluvelt Park, Hanbury Hall & Gardens, Eastnor Castle and Berrington Hall (Visit Worcester, 2013, ...