ics is visitor monitor programs.
Tourist Statistics
Turisme de Barcelona, Barcelona City Council and Diputació de Barcelona (Barcelona Provincial Council) have been publishing statistical date on tourist activity in Barcelona since 1989. The most recent publications states that in 2015, the total number of tourists in Barcelona is 8,988,038, a 6.4% increase since 2014 (Designer, 2017). According to tourism review, tourist numbers in Barcelona have increased by 12% in a city of 1.6 million inhabitants (Moor, 2016).
Vision
Focused on Sustainable Growth and Community Participation. (Rtd7.org, 2013)
Values
Responsible tourism based on the definition of responsible tourism in the Cape Town Declaration (2002) and the Barcelona Charter on Responsible Tourism (2010) (Rtd7.org, 2013)
Respect the development of Barcelona and Catalonia(Rtd7.org, 2013)
Balances the relationship between residents and visitors(Rtd7.org, 2013)
Prioritises the realisation of economic, sociocultural and environmental sustainability (Rtd7.org, 2013)
Mission
Worldwide leading tourist destination, aims to become a benchmark in responsible and sustainable tourism.
Promote the importance of local traditions and cultures as a product differentiator to what makes Barcelona unique such as the Catalan language, its status as regional capital, unique architectural heritage and Catalan cuisine (Turismebcn, 2015).
To promote a tourism model which will strengthen the balance between local residents and tourists, while preserving the identity values of the city (Turismebcn, 2015).
We will promote tourism that includes civic-minded attitudes as a value for coexistence (Turismebcn, 2015).
The recommended strategy for Barcelona is a de-marketing strategy, Beeton (2001) argued that to achieve greater management efficiency and sustainability, de-marketing strategies have to be incorporated into the marketing mix. Venice is a good example of a destination that implemented de-marketing strategies by introducing premium pricing and negative advertising to reduce mass tourism(Pike,2004). The sudden growth in the industry is attributed by the weak Euro, attracting more tourisits. However, the increase in tourist has a negative social impact on the city and many local feel that the social impacts outweigh the financial benefits of tourism. (McClain, 2015). Barcelona's policy makers are considering implementing a new tourist tax to charge visitors who spend less than 24 hours and those in town on a cruise (LaGrave, 2017). This tourist tax is a de-marketing strategy that is recommended and will restrict tourist numbers. Another de-marketing strategy currently in place is a moratorium on licenses for rentals like Airbnbs and restrictions on building new hotels rooms building new hotels in the efforts of restrict tourist numbers (LaGrave, 2017). Benfield and Beeton (in Beeton,2001) mentioned the strategies below being adopted (Pike, 2004):
Increasing Prices
Increasing advertising that warns of capacity limitations
Reducing promotion expenditure
Reducing sales reps' selling time
Curtailing advertising spend
Eliminating trade discounts
Adding to the time and expense of the purchaser
Suggested marketing Positioning and Marketing Mix
Product Analysis
Destinations are
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