DESTINATION MANAGEMENT - EDINBURGH

Destination Management: Policy, Planning and Promotion

Introduction3

Aims of Formulating Strategy for Destination Management in Edinburgh4

An Overview of the Destination4

The External Operating Environment8

SWOT Analysis8

Strengths8

Weaknesses9

Opportunities10

Threats11

Future Course of Study11

References13

Destination Management: Policy, Planning and Promotion

Introduction

Destination management requires application of policies following adequate planning and promotional strategies, followed by a thorough understanding of theory and research. This assignment is based on developing and recommending a destination management strategy, based on applying destination management theory to a practical situation. U.K's tourism industry has witnessed a very rapid growth in the recent times, whereas the trends of tourism and destination management have been changed more than ever before (Weiler & Ham, 2001, pp. 550-552). The landmarks and destinations of the United Kingdom have been popular amongst the travelers and tourists who come to visit these places looking forward to a remarkable holiday experience. This assignment will specifically be based on Edinburgh Scotland as our chosen tourism destination. In addition to discussing the features of this destination in detail, we will look into the strengths of the destination along with the weaknesses in the form of conducting a detailed S.W.OT. Analysis.

The macro-environmental analysis will take place in the form of P.E.S.T.E.L analysis that will reveal the opportunities and threats lying in the external context, for the chosen destination. This will follow by a comprehensive economic analysis that will picture various economic opportunities and potential advantages for enhancing tourism in Edinburgh. The last section of this assignment will be based on recommending a future course of action for the destination management teams in order to further enhance the appeal and attraction of Edinburgh as a tourism destination. These recommendations will be based on an Action Plan, considering a time period from 2012 to 2017, underpinned by relevant theory and research.

Aims of Formulating Strategy for Destination Management in Edinburgh

Establishment of a strategy for Edinburgh's destination management and tourism development is backed by an aim and its supplementary objective; creation of a vision and mission for the purpose is therefore, essential to apply relevant theory into practices while keeping the latest challenges in sharp focus. The primary aim of this strategy formulation is described as follows:

To increase the opportunities of tourism in the city of Edinburgh, promoting the industry to attract more profits and investments in order to create socio-economic and cultural benefits for its stakeholders

The above mentioned aim of our strategy formulation is supported by the following supplementary objective:

To work in close collaboration with tourism-related agencies and monitory bodies in order to promote the image of the city as a tourist-friendly destination, along with strengthening the perception of Edinburgh as a desirable city- where living, studying, working as well as visiting is made convenient and beneficial

An Overview of the Destination

Edinburgh is the capital city of Scotland that has been considered as a UNESCO World Heritage Site owing to its cultural innovations over time, coupled with embracing ancient heritage of the city itself. Edinburgh is the largest destination in Scotland that is famous for tourism; ...