1. Describe the dynamics and evolution of destination management.

The primary theme of the paper is 1. Describe the dynamics and evolution of destination management. in which you are required to emphasize its aspects in detail. The cost of the paper starts from $79 and it has been purchased and rated 4.9 points on the scale of 5 points by the students. To gain deeper insights into the paper and achieve fresh information, kindly contact our support.

Background*

Chester represents a jewel in Britain’s domestic and international tourism offering.  Approximately 9m visitors (including one million overseas visitors) come to the city each year, spending approximately £370m.  Chester’s success is based on both its unique and iconic features - its history and buildings (e.g. Roman heritage, City Walls, the Rows, Chester Cathedral), its abundant shopping (comprising high street brands and specialist shops), a diverse range of events and festivals, the racecourse, and Chester Zoo (a short journey from the city centre) – and its compact and walkable city centre.  Clearly, these are all inter-related, for example Chester’s main appeal to regional visitors has been to offer a unique shopping experience in a historic environment.  However, there is always room for improvement to a destination’s offering.  For example, Chester City Council has recently commissioned Yellow Railroad International Destination Consultancy to develop an overall place marketing strategy to sustain its prosperity for the future; the core principle of this strategy is to develop and promote Chester as an elegant historic ‘boutique’ city.                

*The above information is collated from a number of different sources, including: Chester Place Marketing Strategy Part 2 – The Rationale, produced by Yellow Railroad; Chester Visitor Centre Visitor Attractions leaflet; and http://www.visitchester.com/

Task Requirements

Your task is to provide a report in two parts, comprising:

A) An analysis of the development and appeal of Chester as a visitor destination - with the emphasis on the last 20-30 years to the present day

B) Your own reasonable and realistic recommendations regarding the future development of Chester as a visitor destination 

Your analysis should utilise appropriate models of tourism analysis and consider the following, but you are free to structure it however you want:

Part A (60%)

• The evolution of Chester as a visitor destination, with the emphasis on the last 20-30 years  - some acknowledgement of Butler’s TALC model would be useful here; -
• For the evolution of the destination you may briefly discuss a longer timespan (particularly for TALC model analysis) but the major emphasis of part A should be the last 30 years e.g. you may briefly consider what developments took place 50 or 100 years ago and how that influences tourism facilities available today
• The appeal of Chester as a visitor destination - you should structure this using at least TWO appropriate theoretical frameworks, e.g. Jansen-Verbeke (1986), Ritchie and Crouch (2003), SWOT and/or visitor typologies;
• The contribution of Chester’s history into the current visitor experience, referring to the interpretation and animation of Chester’s history;

Part B (20%)(N.B. this part of the report is worth 20% - consequently, the amount and quality of your discussion should reflect this)

• Do not simply state future marketing and branding strategies that you may have been provided with by tourism authorities or speakers
• Reasonable and realistic recommendations regarding the future development of Chester as a visitor destination. You can be as creative and imaginative as you want in this section but your proposals should be realistic given the unique situation that Chester finds itself in.
• Possibly consider strategies that have been successfully adopted elsewhere remembering to acknowledge your sources
• Consider how your recommendations may be funded
• Consequently, there should be a linkage between what you have reported in section A and this section.  For example:
  • do not recommend something that totally ignores the history and heritage of Chester
  • if you make a recommendation, it should relate back to your evaluation in Part A possible building upon of strength or overcoming a weakness

Be careful that your report is evaluative and not descriptive. For instance it should NOT read like a visitor information leaflet. You should conduct your own research and analyse your information and then express your findings in your own words, not those of a leaflet copywriter.  You should incorporate the relevant theory and tourism models to underpin your analysis. E.g. Butlers (1980)TALC model, Plog’s (1974)visitor typologies

Your analysis should be based on the usual secondary sources e.g. textbooks, journal articles, newspaper articles, relevant websites, the internet as well as the primary source of your visit during semester 1.  You should only use material currently in the public domain and should not personally contact organizations such as Chester City Council.

You may wish to include maps, diagrams and/or images to support your discussion.  If so, you should clearly relate these to your discussion – for example, do not just ‘dump’ them into your report for visual effect! 

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