Enhancing Destination Country Branding: SWOT Analysis & Opportunities

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Embrace the strengths of tradition, kind locals, historic sites, and stable economy, while addressing weaknesses like limited budget accommodations and language barriers. Explore opportunities for growth in tourism, infrastructure development, and cultural experiences. Mitigate threats such as urban crime and inadequate transport links to elevate the destination's appeal.


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  1. Promoting a Destination Country Branding from the coursebook, English for International Tourism by Peter Strutt, UNIT 7, pages handout is on the website

  2. SWOT ANALYSIS Strengths Weaknesses Opportunities Threats

  3. Strengths Tradition - ceremonies Kind people Historic cities, castles, theatres Museums and libraries Music&sports (Wembly) Pleasant country Good shopping facilities Toll-free motorway Language schools Politically and economically stable

  4. toll = money paid to use a road/bridge motorway = highway freeway, autostrada, autobahn

  5. Weaknesses upmarket destination limited supply of modern budget accommodation high tube fares, driving on the left urban areas, suburbs, inner cities crime lack of staff fluent in other foreign languages

  6. on-site = in the place, in situ interpretation = (guide) explaining the sights

  7. litter = small pieces of garbage, rubbish, that should go to bins pollution = dirty air/water/soil

  8. insufficient = not enough investment in rail transport links

  9. opportunities

  10. opportunities

  11. opportunities

  12. opportunities

  13. threats

  14. threats

  15. CUBA island in the Caribbean capital: Havana currency: Cuban Peso language: Spanish average T: 21-27C

  16. Strengths warm season tropical appeal, lush&secluded beaches, well located rich cultural heritage&music agriculture highly qualified personnel (95% literacy rate) agriculture (tobacco, rum, sugar) oil cheap

  17. Hotel Plaza, Central Park- old Havana

  18. outskirts = suburbs Guanabacoa Museum handicraft

  19. Museum of the Revolution, old fort, the Cathedral

  20. settings = surroundings, ambience Santiago de Cuba

  21. failed to storm (did not succeed in attacking) abortive attempt - failure to seize power = to take control

  22. Casa Velazquez Museo Bacardi

  23. Basilica in El Cobre

  24. WEAKNESSES hurricanes poverty&economic situation socio-political situation, embargo, command economy, black market legal system, unresolved cases, corruption

  25. OPPORTUNITIES hot destination in the Carribean potential for medical tourism (cancer treatment), pharmaceutical companies hints of big opportunities for foreign investment, lifting of US ban universal provision of education, health care and social welfare alternative energy sector

  26. THREATS climate change, severe storms risk of putting its authentic features in danger once the foreign capital enters the market in large proportions threats to local enterprises national security fierce competition

  27. Thematic tourism sailing&cruising diving cultural tourism ecotourism medical tourism fiction-induced tourism dance classes, salsa

  28. ICELAND - Land of Fire&Ice island in the North Atlantic capital: Reykjavik currency: Icelandic Krona language: Icelandic/Sagas (Old Norse) average T: - 6 to 15 C accension to the EU suspended/withdrawn Golden Circle south, saturated tourist route

  29. outline itinerary outline = description of the main points

  30. STRENGTHS distinctive landscape, stunning nature fjords, Aurora Borealis, glaciers, geothermal energy, hot springs, caves volcanoes, geysirs, authenticity&diversity highest life expectancy due to the purity of nature/ocean clime safety (crime rate is extremely low) high level of visitor satisfaction quality food and drinks

  31. Reykjavik&Blue Lagoon

  32. to bathe /bei/ = have a bath

  33. Viking-style banquet = a meal for a large number of people, usually for a special occasion banqueting facilities in a hotel

  34. celebratory (holiday) glass of schnapps Brennivin = brandy

  35. Hellisheidi Pass Hvaregerdi green house village

  36. The Golden Circle The Great Geysir, geyser /gi:z /

  37. Gullfoss waterfall, cascade gorge, ravine, canyon

  38. Laugarvatn Fontana Lake steam vapour Icelandic Sagas

  39. WEAKNESSES sparsely populated perceived as costly overfishing Geographical position&climate (lack of sun) summer seasonality

  40. OPPORTUNITIES sustainable tourism&green economy renewable energy clear and consolidated brand high-income tourists trends within niche tourism including MICE film-induced tourism improve cultural tourism

  41. THREATS high concentration of cruisers big saturation of tourists in the South, Golden Circle unpredictable weather conditions price increase

  42. the Eyjafjallajkull Volcano

  43. Thematic Tourism slow and eco-tourism wellness tourism adventure tourism (rafting, fishing, diving, hiking, climbing, dog-sledding, safari, bird-watching) cultural tourism - sagas Yule destination

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