ESRC Workshop Mass Tourism - Management Assignment Help

Assignment Task:

Task:

Well-being is not something that is new. It’s important to us and our marketing. We don’t go for mass tourism, we encourage individual, corporate, business, couples and families is our target. We have leisure clubs and of course the locality by the sailing academy, the coast, countryside, being by the beach, etc. We don’t do enough as a business to promote that, we get too bogged down on our own facilities and services and marketing tends to go on the back burner.
Done a project with Dorset County Council because they’ve just done all the cycleways. Done some research at VisitEngland and people tend to hire cycles only when there are trails. We discovered there was a beautiful off-road, safe road 17 mile route. So with the council (helped with signage, trail and website) we came up with a brand ”The Jurassic Cycle Trail” and the number of things you can do off it is really interesting. “Giving people a brand to get into instead of just come to Dorset to cycle”.

Barrier:
1) Don’t feel like there’s a community that you can reach out to and work together on tourism and well-being initiatives. Should be working together to offer packages to consumers and they can choose what they want: activities, attractions, food, accommodation, etc. We need to join up networks different sides of the county: north, south, east, west. “Because a lot of activity providers and wellness providers
are small businesses, generally in this area, it’s again how do we join them up? Just talking to people and trying to get them motivated to work together.
2) Consumer perception – most stag/hen, more than spa/wellness – we have to get over this barrier. How do we change that perception of the area? We don’t seem to be known for activity/wellness holidays.
3) Dorset is missing a brand – lots of great things right on our doorstep but no one knows about it. The message is not being presented well enough to consumers.
4) General Infrastructure in the rural parts of the county – bus services, cycleways
5) Research is saying how potential market is from London and they’re a certain age group. How the hell do we get to them? To advertise in London costs a fortune. We need to not just focus on London but to advertise all over the UK and other European countries.

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