Positioning of Countries as Tourist Destinations - Essay Example

ASSESSMENT OF POSITIONING STRATEGIES OF FOUR COUNTRIES AS TOURIST DESTINATIONS Executive Summary The positioning of a country as a tourist destination will be different for everyone according to their preferences and according to what they think is important for a holiday experience. The purpose of this report is to assess such positioning of four countries. The countries were chosen according to ten British who were sampled from a high-income Britain community. A type of country; exotic, was given to them and they were asked to name the countries they thought were of this type. The findings showed that the most frequent answer was Dubai. The other three most common names were Turkey, the Islands of the Bahamas and Thailand. All these countries are assessed separately in the report. Turkey is assessed first. It is definitely a tourist destination, one that has a rich culture and one of the most fascinating histories. The heritage is amazing which is displayed in the great number of Turkish museums. The people are hospitable and family-oriented. This is all attractive for tourists and positions it as a striking destination for tourists interested in culture. The Bahamas is assessed next. It is mainly a spot for vacationers who enjoy the beach, sand and sun. There is little attraction for other kinds of tourists though. There are no events and activities are limited to water sports. Dubai is assessed next and it is definitely positioned as a luxury tourist destination. This is followed by Thailand which is very popular for its culture, cuisine and eco-tourism. The geographical structure is fascinating and attractive for many. TABLE OF CONTENTS Methodology for Selection Finding Positioning Turkey The Islands of the Bahamas Dubai Thailand Comparisons Recommendations Methodology for Selection The population includes British citizens, male and female in a high-income community. A sample of 10 British was drawn from the population. This was not a random sample. Instead sampling was done using the systematic sampling method. This is also called interval sampling and it means that there is a fixed gap between selecting people. This is a very effective technique for sampling for surveys (Australian Bureau of Statistics, 2004). In our sample, 6 of the respondents were male while the rest were female respondents. They all belonged to the higher income group. Their names have not been disclosed but other demographic characteristics are illustrated below in the table: Respondent Age Gender Occupation 1 37 Female Payroll Manager 2 32 Male Assistant Sales 3 19 Male Student 4 43 Male Finance Consultant 5 41 Male SME Entrepreneur 6 18 Female Model 7 23 Male Designer 8 27 Male Entrepreneur 9 32 Female Hair Dresser 10 24 Female Actor In our survey, the first person (from the first house) was selected randomly after which every tenth house was selected, out of which one person was selected for the sample. The following criteria were followed: 1. The family earned more than 50,000 pounds annually 2. Respondents were in the age bracket of 18-45 The main search tool was based on interviews. Questions in the interview were open-ended. They had no choice. The only restriction in the interview was the type of country chosen by me; exotic countries. People were asked which countries came to mind when I said the phrase ‘exotic countries’. Data was successfully obtained from recorded tapes. Four countries that had the highest frequency were selected. Interviewees were informed before their answers were recorded and their permission was taken. Therefore, the research conducted was ethical research because informed consent was taken. The interviewers, myself and a friend, had no connections or relations with the respondents to prevent demand-bias characteristics. We made sure to choose a town where we had no friends or relatives. Most respondents were comfortable with letting us interview them. Findings They answered enthusiastically too because we interviewed them now in the summer season, where most people make plans to travel. Some respondents even had long discussions about why they have chosen the countries they chose. These discussions are a primary source of data used in this report for the positioning of the four most common countries. This data is used along with secondary sources. The answers are shown below diagrammatically: Dubai was the most common answer for most people in response to tourist destinations. In terms of exoticism, they would mention its beautiful beaches and extensive greenery. Positioning 1. Turkey Turkey is portrayed as a land of sun and seas that links Europe and Asia, geographically and ethnically speaking. So, it is a Eurasian country that is blended with a combination of both Eastern and Western cultures, with lots of exotic destinations that relax you of your stressful routine. Turkey itself is divided into a number of regions namely Marmara, Aegean, Black Sea, Central Anatolia, the Mediterranean, South East Anatolia and East Anatolia. The capital of Turkey is Ankara, which also is the second largest city in Turkey after Istanbul. Turkey is a Muslim state with a Christian minority; however, it allows non-Muslims to worship in any way they want. This is especially important for the more spiritual vacationer. The language spoken in Turkey is Turkish and even Kurdish. The good part is that English is spoken throughout in the bigger cities and tourist spots. Also, the climate is mostly ideal. Turkey has always been an attractive tourist destination. This is because it has a dense heritage. There are so many museums and historic places that show the Turkish treasures and their rich history. Turkey has had 13 civilizations live in it! (iExplore, 2008). Tourists find it easy to understand because their culture is very balanced. It mixes both the Eastern and Western cultures to produce a very rich culture with lots of traditions and a great history and heritage. Turkey, previously needed no marketing because its sole marketing was its culture. However, now the tourism board attracts tourists by numbering a list of activities that can be enjoyed in Turkey. Hunting, Faith tours, Winter Sports, Silk Road, Thermal Resort, Congress Tourism, Golf, Youth Tourism, Yachting, Eco Tourism, Spelunking, Highlands, Air Sports, Mountaineering, Rafting, Underwater Diving, and Ornithology are some of them! (Turkey, 2008) The authorities are continually building recreational places that are safe and inexpensive to promote youth tourism. They feel that traveling helps the youth to understand the world better. Similarly, eco tourism is also upheld because Turkey has a lot of epidemic plantation and vegetation. According, to the Tourism Board of Turkey, it is better than Europe. (Turkey, 2008). Therefore, Turkey is not only adventurous but very exotic also. The tourism authorities make sure to reveal this. The seas of Turkey are fascinating. Divers have the opportunities to discover anything and everything from fish to remains of ancient cities. The highlands of Turkey have various kinds of exciting plant life and wildlife. (Turkey, 2008). The people in Turkey believe in hospitality and closed family relations. Because it is in their instincts to be hospitable, they are very good hosts to foreigners. They understand them and try to communicate with them. Also, they are very family-oriented. They support each other and respect the elderly. This is enough marketing to attract people of different countries. (WorldTurkey.com, n.d.) The tourism service in Turkey is great. The website makes this clear by listing the accommodations and transportations. The accommodation is easy; hotels range from two-class to special-class. Villas and apartments are also easily available. Transport is facilitated with car rental services, ferries, airport transfers and coaches (Aegean Tour Travel, 2008). Visa requirements are simple; US citizens could get visa before arriving or also on-arrival. Non-US citizens, however, need to apply for visa before traveling to Turkey. This ease in visa requirements position it as an attractive tourist spot. 2. The Islands of the Bahamas The Islands of the Bahamas is a tourist’s paradise; it is all about the sun, sands and sea. The Bahamas is beautiful and it relieves the vacationer of their everyday worried lives. The official tourism board website ascertains to make this point. According to the official Bahamas Tourism website, it welcomes tourists with open arms and a big heart (The Islands of the Bahamas, 2008). The authorities make sure to describe its geography to interest interested tourists. There are some 700 islands (out of which 14 are the most important ones) spread out across the 100,000 square mile archipelago. These are surrounded by the clearest, cleanest water in the world (The Islands of the Bahamas, 2008). Each island is diverse in its own way but beautiful similarly. The history of the islands lies mostly in its geography. It was named The Islands of the Bahamas after Christopher Columbus first visited it. The Bahamas are also the ‘Islands of the Shallow Sea’ (The Island of the Bahamas, 2008). This is all the history the website offers. Therefore, it is not a very effective way of attracting educational tourists. The greatness of it lies mostly in its exotics. So does its positioning as a tourist destination. The beaches are amazing with a wide variety of fishing options; blue marlin, oceanic bonito, blackfin tuna, snapper, grouper, barracuda, dolphins, and many more (Porter, D., Prince, D., 2007). There is so much to do in the Bahamas. These activities are a source of attraction on the website. They include a wide number of water sports such as water skiing, parasailing snorkeling, banana boat rides, scuba diving and much more. There are exciting places for these such as shark dives, reef trips, etc (Porter, D., Prince, D., 2007). The Bahamian people are usually very welcome but they sometimes find it hard to trust people because of their political history. They have had to struggle, aspire, dream and hope a lot (McCartney, D.M., 2004). The tourist service is excellent with accommodations ranging from simple inns and guesthouses to great resorts, and from villas to a spectacular beach resorts with camps. The visa formalities are not very complex. For US, Canadian and other Commonwealth citizens may enter the Bahamas without a passport or visa if the stay is for three weeks or less. US citizens, however, need no passport or visa for stays of eight months or less! (Baker, C.P., n.d.). The visa requirements are made very simple by the authorities. 3. Dubai Dubai is one of the greatest Arabian experiences. It has gained immense popularity as a tourist destination in the recent years. It is a modern, exotic place and for most people, traveling to Dubai is inexpensive also. The “Dubai City” is one of the seven United Arab Emirates and it is situated on the Persian Gulf coast. Therefore, it has beautiful beaches with white sands. Dubai has a diverse culture. It has no mould; all sorts of people can fit in easily. It is the perfect blend of the East and the West. It attracts millions of people by its annual modern events such as the Dubai Shopping Festival. The shopping in Dubai is an experience. It is easy to find anything and the traditional souks are very attractive. The authorities promote such traditions for people to enjoy. The not so attractive element about Dubai is its climate which is usually hot and humid in the daytime. So, for people who vacation keeping the climate in mind, Dubai is not an ideal spot. The unfortunate part is that there is nothing that the tourism board can do about this. Food is very significant in Dubai. There is a vast variety of cuisines for all the different people. Dubai is not big on sports. If you are a great fan of golf (or maybe camel racing and falconry), Dubai is the place to be. The board mentions a few places where such sports are played. Other activities in Dubai are the shopping centers, as mentioned earlier. These are a major attraction and foundations of its marketing. The exotics of Dubai are seen in the birding breaks where bird watchers can enjoy the wide selection of species, the desert safari, the dunes, and the beaches (Dubai-Department of Tourism and Commerce Marketing, 2008). Dubai is great for tourism because it offers five-star luxury accommodations. It is a reasonable vacation spot with appropriate prices. It has one of the greatest infra-structures. This attracts many modern tourists. The architecture is also amazing with a galore of elegant mosques and modern artifacts like the Burj-al-Arab. The people of Dubai are carefree and welcome anyone and everyone. There have hardly been any tensions between the different communities in Dubai. To send this message across is itself a big enough achievement of the board. It uses to this point to emphasize on the security in the city. Finally, a list of events is proudly displayed on the official website to attract people to this beautiful city. 4. Thailand The ‘Kingdom of Thailand’ is a Southeast Asian country. Asian countries are attractive tourist spots; Thailand is one of the major. It borders the Gulf of Thailand and the Andaman Sea along with other countries such as Malaysia, Burma, Laos and Cambodia. Bangkok is Thailand’s capital and also its largest city. Thailand’s geographical structure is fascinating to see and even hear, so the website talks about it. Thailand is a beautiful country that has a blend of everything because it is divided into four regions; the mountains and forests in the North. It has rice fields, farmlands and tropical islands and long coastline of the peninsula South (The Official Website for Tourism in Thailand, 2008). According to our respondents, Thailand is a beautiful country with idyllic, crystal-clear beaches, golden temples and tropical rainforests. There is also a list of several activities for the traveler. Some of them are sight-seeing; it has beautiful temples and extraordinary architecture. Others include safari, rafting, mountain biking, trekking; on foot or elephant back, shopping; it has diverse bazaars that have international products also (Tourism Thailand, 2008). Thailand’s history makes it a major migratory junction and a holiday spot; therefore, it has a variety of ethnic minorities present in its population. The majority of the population is Thai. Other ethnic minorities include Chinese, Malay, Mons and Khmers. The majority of Thais are Buddhists. This is important for travelers who enjoy meeting different people, from unique religious backgrounds. The language spoken in Thailand is mostly not understood by untailored tourists. The authorities are honest in mentioning this key point. They also mention that English, however, is spoken at most tourist destinations such as hotels and shops, etc. In cities like Bangkok, English is widely spoken (Tourism Thailand, 2008). The fact that Thailand is this international makes it an attractive spot. Tourism is an easy experience in Thailand because the service is so great. Transportation is comfortable; air, rail, bus, road and water transport is very able. Therefore, to avoid any inconveniences at the last minute, bookings must be made in advance. The tourism board gives advice on how to deal with it which is good. The hotels range from two-class to five-class and have around 23000 listings (Largest Thailand Tourism Directory, 2008). The cuisine is a skill in Thailand. It is healthy and fresh. The people in Thailand are very happy-go-lucky and they live life to the highest. They are merry. However, violence is also an issue in Thailand. People sometimes get violent. This threat of terrorism is a concern for many. These perceptions have increased after the bombings in Kuta (Asian Market Research dot com, 2003). On the whole, Thailand is great for shopping, food, culture and ecology. Some people visit Thailand because they love the beaches more than anything while others go to Thailand for its rich culture and great cuisines. (Berger, A.A., 2007). Comparison of the Positioning No destination is the perfect tourist destination. There is always something missing. The four countries reviewed and assessed above have some goods and very few negatives. They are all exotic countries, according to our respondents. Therefore, they must have many similarities. The biggest similarities in all these countries are the beaches and the tourism boards of respective countries constant efforts to remind the tourists of them. They all have idyllic and clear beaches with white sand and the sun. They are different, however, in their cultures, history, languages, ethnicities and religions. For tourists who enjoy culture and tourists who travel to learn, Turkey is the place for them rather than Dubai. This means that Turkey has more cultural and historical significance than Dubai. Dubai, on the other hand, is more modern and luxurious as compared to the other countries. The Islands of Bahamas is all about the beaches, sand and the sun. Their website also projects this image in its bright blue background. There are vacation packages and hotel bookings but no list of events. This is definitely not a spot for tourists who are attracted by the history or culture of a place. The islands are a place for people who enjoy the water and any other activities related to water. Dubai and Thailand are both great for shopping. They have a list of events which is very attractive. They have hand-made artifacts along with imported and internationally branded goods. They have big shopping malls and bazaars. The Islands is not big for the shopper though. All countries have comfortable accommodations but for people who like to spend on luxury, Dubai is the perfect place. The dining, visiting and staying experiences in hotels like “the Burj” are definitely luxurious. The authorities emphasize on their infrastructure with buildings like these. In conclusion, the positioning of a country as a tourist destination depends on the tourist and what he considers to be an important variable in deciding where to go. Thus, the positioning of each of these countries will be different depending on the type of tourist. An eco-tourist, for example, would enjoy all four countries, especially Thailand and Turkey. As far as the websites are solely concerned, for me, the most attractive website interface was that of the Islands of the Bahamas. It portrayed the true image of the islands, the beaches. Recommendations All the tourism authorities of each country have done a remarkable job to promote their respective countries. However, there is always room for improvement. The Dubai website could have been more attractive. They have so much to offer. It has so much information. I just recommend them to show it nicely because for some interested tourists, interface of the website is important while booking. Secondly, all websites could try and target specific markets. The Turkey tourism board, for instance, is trying to promote its youth tourism. It might want to do this by providing information on reasonable packages. There are hardly any packages on it. The Bahamas tourism board should try and target the educational or the adventurous market also. It could do this by holding events and talking about it on their official website. 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