Factors affecting the Effectiveness of Tourism Advertising Campaigns in the UK (PDF)

Research Paper (postgraduate) from the year 2011 in the subject Tourism - Miscellaneous, grade: A, The University of Liverpool, language: English, abstract: Tourism industry in the United Kingdom is a significant industry that contributes heavily to the economy of the United Kingdom in terms of revenue and employment opportunities. The industry is in fact the second largest foreign exchange earner in the United Kingdom. This is because the country has a host of unique features, culture and tradition of its people that attracts tourists. However, the industry faces a lot of competition from the other countries in Asia and the other continents. The industry therefore is expected to effectively market the tourism products in the country. Advertising campaigns is one of the common methods used by the players in the industry to market the industry. The effectiveness of the advertising campaigns is affected by different factors which need to be incorporated so as to enhance its success. This dissertation collects data from the employees and consumers of the United Kingdom tourism products so as to identify the factors that affect the effectiveness of the tourism advertising campaigns. The Visit Britain agency which an agency in charge of marketing the United Kingdom tourism industry to the entire world and also build a visitor economy is used as the case study. The economic status, the media chosen, technology, the characteristics of the target market and demographics, motivations and attitudes of the consumers are the factors identified by the study.