Assignment Sample on Individual Business Report
Introduction
Liverpool is a major city in Merseyside, England, popularly known for its diverse culture, The Beatles, football teams, and buzzing nightlife (Farzanegan et. al. 2021). The city lies within the historic country borders of Lancashire. England’s Visitor Economy framework focuses on achieving four principal tourism-related objectives comprising of:
- To substantially increase England’s contribution to global visitor markets.
- To offer fascinating destinations of distinction.
- To victor a successful, flourishing tourism industry.
- To facilitate higher engagement between the visitors and the experience.
The key stakeholders involved in the Tourism product of Liverpool as a destination include government bodies, locals, the tourism industry, and the visitors. The local people of the concerned tourism destination are known to be most generous and welcoming to visitors and travellers (Lukianenko et. al. 2019). This fact provided the fourth position to Liverpool in the list of friendliest cities in the world. The major priorities of the visitors and travellers include the key attractive places, exploring different cultures and lifestyles of people, to avail great services and benefits which constitute the entire experience of tourism.
The present report aims at critically analysing the product and destination image concerning its three stakeholders which include the locals, visitors, and the industry. Furthermore, it includes an examination of the product provision in terms of events, accommodation, and visitor attractions. The report also constitutes the image of Liverpool as a tourist destination with some key recommendations for destination management.
Literature Review
Tourism Stakeholders
According to Veretekhina et. al. (2017, tourism is known to be a fragmented sector that demands purposeful coordination to ensure coherency of perception as well as delivery. The stakeholders in tourism include local authorities, residents, tour operators, CEO, managers, accommodation providers, environmental groups, and visitors or tourists. Coordination of relationships amongst different stakeholders within destinations demands proper governance and consideration of harmonic mechanisms for balancing multiple perspectives, inputs, interests, and values to enhance collaborative synergy. Several types of research and scholarly articles have highlighted that ascendancy arrangements impose direct effects on the effectiveness of interactions between stakeholders and eventually competitiveness of destinations. According to Xudoyarov (2020) aspects of governance are specifically appropriate to destination management due to the multiplicity of stakeholders, involvement of the private as well as public sector, and the intrinsic requirement to share as well as exchange resources amongst destination actors.
In addition to this Woo et. al. (2018) observed that the different fundamentals of governance are the strictures under which involvement of different stakeholders in destination management is applied and hence, involves choices related to decision making, membership, norms, and patterns of behaviour, and power relations. Active participation and involvement of different stakeholders’ groups are very crucial in the process of decision-making for effective tourism development and management. The main concern in tourism stakeholder’s deals with which stakeholders to be involved, the structure of involvement, and the number to be involved. According to Woo et. al. (2018) collaboration and coordination require a combination of organisations and individuals with suitable capacities as well as sectoral statuses to ensure desired representation of interests. Furthermore, the degree of cohesion, alignment, and diversity among different stakeholders’ groups holds utmost importance; stakeholders sharing common traits and characteristics offer advantages in terms of strong alignment of values, perceived interdependence, thereby, improving stakeholders’ level of satisfaction, engagement, and commitment.
Tourism Product
UNWTO defined Tourism Product as a combination of tangible and intangible elements comprising of cultural, natural, and man-made resources, facilities, attractions, activities, and services. These components or elements cater to a particular centre of interest, thereby, representing the core of the marketing mix of the concerned destination and creating an overall experience of the visitor or traveller. It can also be regarded as the total of physical as well as psychological experience gained by the visitor or traveller during their tour to the concerned destination. Each element or component of tourism product is supplied by individual providers of facilities and services including airlines, hotel companies, travel agencies, and others.
In the observation of Koo et. al. (2019) tourism product is analysed in terms of its attraction, accommodation, and accessibility. A visitor or tourist will not be motivated to visit a particular destination unless it is attractive. The elements or aspects which influence the tourists’ choice to visit one specific place rather than the other. The attractions of a tourist destination include cultures like areas of archaeology and historical sites, monuments, and buildings, beach resorts, flora and fauna, mountains, national parks, events including exhibitions, trade fairs, games, and arts or music festivals. These aspects form the basic inventories of several tourist attractions. Moreover, according to Souiden et. al. (2017) accommodation is crucial and basic to tourist destinations. Tourists demand accommodation away from their home which is fulfilled by several facilities. A huge number of varieties and facilities are available in the accommodation. The demand for informal and non-traditional types of accommodation has highlighted a significant rise in the tourism industry. The latest trends in tourism accommodation are holiday villages. Such accommodation facilities and services have gained utmost popularity in recent years, thereby, facilitating the tourism industry.
According to Stylidis, (2020) sometimes accommodation itself holds the capability to attract a huge number of tourists due to the first-class or premium luxury resorts and hotels. These hotels and resorts offer outstanding facilities and services. A huge number of resorts and hotels have gained much popularity and reputation for their excellent and varied cuisines, facilities, and services to travellers and visitors. Furthermore, accessibility refers to the means of transportation which is used by visitors and travellers to reach the destinations where the attractions are located. Mode of transportation facilitating tourism includes a motor car, an airplane, a coach, a train, or a ship which helps the visitor or traveller to reach his predetermined destination. Facilities and availability of transportation influence the value of the concerned destination, easy and fast accessibility of a particular place lead to a rise in the value of place and vice-versa.
Destination image
According to Moon and Han (2019), destination image in tourism refers to a continuous mental procedure by which an individual holds a set or a combination of emotional thoughts, impressions, experiences, prejudices, and beliefs concerning a particular destination because of the information gained from several channels or platforms. Expectations of a visitor or a tourist while visiting a specific place is related to various aspects of the selected destination; architecture, culture, infrastructure, gastronomy, events, landscape, shopping, and many more. These features and aspects attract people to the place and significantly contribute to building and enhancing a destination image.
Several authors and scholars have identified the process of formation of a destination image which comprises of seven steps or stages. A destination image is a strong and powerful tool to attract visitors and travellers, thereby, contributing to the enhancement of the overall tourism industry. Moreover, a destination image acts as a base to conduct marketing activities focusing on influencing and attracting a significant portion of travellers. Lastly, it also affects the satisfaction level of the tourists as destinations often compete with each other through a little bit more than the image created in the minds of potential visitors or travellers- the imagery.
Research Methodology
Research methodology refers to the technique or procedure which is used by a researcher to determine, identify, choose, process, and analyse data or information related to a certain topic. The methodology part allows the reader of the report or research to critically evaluate and analyse the overall viability, validity, reliability, and accuracy of the conducted study or research.
Research Philosophy: It refers to the belief which supports the process of data collection (Stylidis et. al. 2017). There are four types of research philosophies which include: pragmatism, positivism, realism, and interpretivism. Positivism philosophy is applied in the present study to identify and evaluate the different aspects involved in tourism and its products.
Research Approach: It is the approach used by the researcher to strategise or plan the procedure which includes a specific sequence of steps related to the hypothesis developed regarding the data analysis, collection of information, and interpretation of data to accomplish desired objectives of the research. Two approaches can be applied in research: Deductive and Inductive. The present research is based on the deductive approach which is effective in analysing qualitative data and information.
Research strategy: The systematic series or procedure of actions to conduct research is referred to as research strategy. Different research strategies include surveys, case studies, observational experiments, grounded theories, ethnography, narrative research, and action research (Choe and Kim, 2018). The present study is based on observational and narrative strategies for addressing the research problem and the concerned topic.
Data collection: The method of collecting or gathering useful data and information, statistical findings, and data are known as the data collection method. Primary and Secondary are the two principal methods of collecting data or information. The present study or research is based on secondary data which is collected and analysed from scholarly sources including journals, articles, books, and other related sources.
Results
The model or theory of Neil Leiper’s whole tourism system was devised in the year 1979 and was restructured in the year 1990. The theory is based on the Systems Approach comprising of four principal components which are Human, Geographical, Industrial, and Environmental component
The Human Component: It refers to the tourists or visitors who undertake travelling to a destination of their attention and interest. Visitors or travelers undertake different forms based on their pleasure, recreation, health, culture, and economic activities. The selection of a particular destination is completely based on the motivational push in the tourists (Kim, 2018). The above-collected data and information are in relation to the city of Liverpool. Tourists from all over the world select this city due to its uniqueness, heritage, diverse culture, famous rock bands, nightlife, and football teams.
The Geographic Component: It refers to the geographical location or area involved in the tourism sector. Tourists and visitors depart from a certain geographical location/area (place of origin), operate a geographical route, and reach the end geographical location (destination of visit or the place of arrival). The geographic component hence comprises three elements: Tourist Generating Region (TGR), Travel Route Region (TRR), and Tourist Destination Region (TDR) (Brocken, 2021). The present study emphasises the Tourist Destination Region or TRR which is Liverpool. The city is popular for its well-developed and established tourism industry offering a huge number of attractions to tourists and visitors.
Industrial Component: The third component of Leiper’s theory is industry. This component refers to the organisations and business houses that undertake promotional strategies related to tourism products. The tourism industry is a combination of several industries including entertainment, tourist attraction, transportation, accommodation, tourist services, and the shopping industry (Andrews et. al. 2019). The tourism and hospitality industry in the concerned destination of Liverpool is well-established and known for its effective promotional strategies. Each year approximately 70 million tourists and visitors visit Liverpool to see its museums, cathedrals, and galleries. Travelers find this city very welcoming and friendly.
The Environmental Component: The last component in Leiper’s theory of tourism system is related to the environment that surrounds the above-stated three geographical areas or regions. The environmental component further includes six key dimensions or aspects which largely affect the tourism industry. These are Political, Economic, Social/Cultural, Technological, Environmental, and Legal factors. These aspects or elements surround the circumstances which impact the entire tourism industry and vice-versa (Campbell, 2019). These factors either induce positive or negative impacts on the tourism sector. The tourism sector in Liverpool is highly influenced by all the defined six factors. Moreover, the tourism industry in the city is principally influenced by Brexit as well as the outbreak of the COVID-19 pandemic. Hence, Leiper’s model of tourism system is the best suitable to highlight the results of the information and data collected in the above study.
Recommendations
Although the tourism industry in Liverpool is well-develop and established, there are some recommendations and suggestions for Marketing Liverpool to enhance their product as well as destination image.
Underdeveloped food markets: Liverpool is often avoided by tourists or visitors due to its underdeveloped food markets as it mostly provides street food and few cuisines. The Marketing Liverpool is highly recommended to introduce more cuisines in the food industry including Chinese, Italian, Indian, and many more. This will enable the firm to influence and attract more and more customers from across the world which will further result in increased revenue generation and a rise in the tourism industry (Farzanegan et. al. 2021).
Poor accommodation services: The tourism industry in Liverpool lacks effective accommodation services which create a strong rationale for the tourists to avoid Liverpool as a travel destination. It is suggested to improve accommodating facilities which make the visitors feel at home. It will lead to an increase in the number of tourists in the city as they will feel the friendliness and a place like home.
Poor infrastructure of parks and beaches: Liverpool is mostly famous for its beaches and parks, but it also acts as a major reason for tourists to avoid travelling to the city. The beaches and parks need to be improved, as the parks are partially broken and the beaches underdeveloped. The development of beaches and parks will provide a motivating push to the travellers to select Liverpool as their travelling destination (Lukianenko et. al. 2019).
Reflection
The tourism industry is a fragmented and complex sector (Xudoyarov, 2020). While working on tourism and its related aspects, members of the group gained much knowledge related to the different factors affecting the tourism industry. The group members developed key skills and competencies of collecting relevant data and information which will facilitate the demonstration of the chosen topic. The members also gained the skills of effective communication and coordination while undertaking the research. Moreover, it provided immense knowledge and information related to the unknown aspects of tourism including products, accommodation services, preferences of travellers, and destination image.
The research or study helped me a lot to develop my skills which will help me to be an excellent management consultant for Liverpool Tourism. I realised and understood the importance of teamwork, effective communication, and leadership skills. Moreover, it also helped me to gain immense knowledge related to the tourism industry and factors affecting the preferences of tourists in selecting a destination. Lastly, I developed the skills and capabilities to undertake effective research and decide upon the most suitable techniques to collect relevant data and information, decide approaches and strategies to conduct research, and analyse and structure the collected data and information.
Conclusion
The present report concludes that the tourism industry is a significant contributor to the development of an economy. The report highlighted the tourism industry and its various aspects concerning the city of Liverpool. It included a systematic review of literature on tourism stakeholders, destination image, and tourism products. Lastly, the report highlighted the research methodology used in the research, proposed some key recommendations, and included a reflective statement. Hence, the present research is vital to facilitate further researches and study related to tourism and its different aspects.
References
Brocken, M., (2021). Beatles Heritage Tourism in Liverpool. Fandom and the Beatles: The Act You’ve Known for All These Years, p.255.
Campbell, P., (2019). Liverpool: A Case Study in Persistent Creativity. In Persistent Creativity (pp. 183-233). Palgrave Macmillan, Cham.
Choe, J.Y.J. and Kim, S.S., (2018). Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management, 71, pp.1-10.
Farzanegan, M.R., Gholipour, H.F., Feizi, M., Nunkoo, R. and Andargoli, A.E., (2021). International tourism and outbreak of coronavirus (COVID-19): A cross-country analysis. Journal of Travel Research, 60(3), pp.687-692.
Kim, J.H., (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), pp.856-870.
Koo, C., Mendes-Filho, L. and Buhalis, D., (2019). Smart tourism and competitive advantage for stakeholders: Guest editorial. Tourism Review, 74(1), pp.1-4.
Lukianenko, D., Poruchnik, A., Stoliarchuk, Y. and Liutak, O., (2019). Globalization of the tourism industry: scales, levels and institutional formats. Problems and Perspectives in Management, 17(2), p.563.
Moon, H. and Han, H., (2019). Tourist experience quality and loyalty to an island destination: The moderating impact of destination image. Journal of Travel & Tourism Marketing, 36(1), pp.43-59.
Souiden, N., Ladhari, R. and Chiadmi, N.E., (2017). Destination personality and destination image. Journal of Hospitality and Tourism Management, 32, pp.54-70.
Stylidis, D., (2020). Residents’ destination image: a perspective article. Tourism Review.
Stylidis, D., Shani, A. and Belhassen, Y., (2017). Testing an integrated destination image model across residents and tourists. Tourism Management, 58, pp.184-195.
Veretekhina, S.V., Medvedeva, A.V., Vinichenko, M.V., Demchenko, T.S., Karyagina, T.V. and Makushkin, S.A., (2017). Current trends influencing the competitiveness of international tourism. J. Advanced Res. L. & Econ., 8, p.658.
Woo, E., Uysal, M. and Sirgy, M.J., (2018). Tourism impact and stakeholders’ quality of life. Journal of Hospitality & Tourism Research, 42(2), pp.260-286.
Xudoyarov, A.A., (2020). Trends in the development of traditional and visiting tourism in the world markets. Asian Journal of Multidimensional Research (AJMR), 9(2), pp.265-270.
Online:
The Tourism System, 2021. Neil Leiper’s Tourism system or theory. [Online:]. [Accessed through]:<https://www.tourismbeast.com/tourism-system/#:~:text=Leiper%20(1979)%20developed%20the%20whole,%2C%20political%2C%20and%20technological%20environments.&text=Leiper%20(1979)%20developed%20the%20whole,%2C%20political%2C%20and%20technological%20environments>
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