英语论文网

本报告对巴塞罗那目前的市场供应和市场状况进行了分析和评价。对促销活动的营销规定、营销活动及其交付方式进行了二次研究。研究表明，社交媒体、目的地网站和电视一直是选择的媒介。报告显示了消费者的数量以及社会媒体在这一代中的有效性。然而，报告还注意到巴塞罗那面临的过度旅游人数对目的地造成负面影响的问题。讨论的建议包括：引入溢价定价、负面广告以减少大众旅游、促进利基旅游和增加每位游客的每日开支。
巴塞罗那是加泰罗尼亚自治区的首府，人口有160万居民，约3200万名游客就在去年。这是在伦敦、巴黎、柏林和罗马后第五个最常访问的欧洲城市，排名在世界访问量前十的。本报告的目的是批判性地评估巴塞罗那的市场供应和市场地位；联系到一般目的地和具体市场营销理论。首先，该报告将定义一个DMO和目的地营销概念的作用。该报告将解释巴塞罗那的市场规定，包括分析目前正在使用的营销活动，以及目标市场和动机。报告将讨论巴塞罗那目前面临的问题，包括全包式度假或大众旅游造成的旅游人数增加。最后，针对当前环境的不同策略提出建议。

Destination Marketing

This report provides an analysis and evaluation of the Barcelona's current marketing provision and market position. Secondary research has been conducted on the marketing provisions, marketing campaign and their delivery methods of their promotions. Research has shown that Social media, destination websites and Television have been the medium of choices. The report shows the number of consumers attracted and how effective social media is in this current generation. However, the report also notes the issues facing Barcelona concerning the over excessive tourist numbers that are impacting the destination negatively. The recommendations discussed include; introducing premium pricing, negative advertising to reduce mass tourism, promoting niche tourism and increase daily expenditure per tourist

Barcelona is the capital of the autonomous community of Catalonia, with a population of 1.6 million inhabitants and approximately 32 million visitors just last year (LaGrave, 2017). It is the 5th most visited city in Europe after London, Paris, Berlin and Rome, and ranks within the top ten most visited cities of the world Hosteltur Special WTM 2011). The purpose of this report is to critically evaluate Barcelona's marketing provision and market position; linking to generic and destination-specific marketing theories. Firstly, the report will define the role of a DMO and the concept of destination marketing. The report will then explain the market provisions in Barcelona including analyzing the marketing campaign currently in use, as well as the target market and motivations. The report will address the issues currently facing Barcelona, which include the increasing tourist numbers caused by the all-inclusive package holidays or mass tourism. Finally, recommendations in the different strategies that suit the destinations current environment.

Destination management Organizations (DMOs)
Buhalis defined destination as an 'amalgam of tourism products offering an integrated experience to consumers' (2000). Destinations play a key role in any modelling of the tourist system, a place consumers travel to temporarily, from tourist generating regions to the destination region, creating a tourism flow (Pike and Page, 2014) as illustrated in Leiper's (1979) model (Appendix 1). DMO's are 'organisations responsible for the marketing of an identifiable destination at any level' (Pike, 2004). Most DMOs have no direct control of the tourism products they promote or the results achieved, however they do have influence over tourism marketing.

Destination marketing
The first definition of tourism destination marketing is 'the management process through which the National Tourist Organisations and/or tourist enterprises identify their target market and communicate with them to determine and influence their needs and motivations; in order to formulate and adapt their tourist products accordingly in view of achieving