{br} STUCK with your assignment? {br} When is it due? {br} Get FREE assistance. Page Title: {title}{br} Page URL: {url}
UK: +44 748 007-0908, USA: +1 917 810-5386 [email protected]
  1. Assessment limits (in accordance with UWBS assessment tariff)


    10 mins + Q&A (max 15 mins) & essay of 3,000 words


    Do clearly state your student number when submitting work but do not indicate your name.  Always keep a copy of your work. Always keep a file of working papers (containing, for instance, working notes, copied journal article and early drafts of your work, etc.) that show the development of your work and the sources you have used. You may need to show this to tutor at some point so notes should be clear and written in English. This is an important requirement. There may be circumstances where it is difficult to arrive at a mark for your work. If this is so you may be asked to submit your file within 3 working days and possibly meet with your tutor to answer questions on your submission.

    Explanation of submission requirements and further guidance

    • Assessments are subject to a word limit to ensure consistency of approach across all modules. Your work should not exceed the limit indicated (excluding references and appendices). Do not feel that you have to “achieve” this word count in your work. What is important is that the work satisfies the stated learning outcomes which are articulated through the assessment criteria (see following page).
    • Care is taken to ensure that work has been marked correctly. Checks are conducted by both a second lecturer and an independent expert from outside the University on batches of work.
    • Your work will not be returned to you but you will receive detailed feedback explaining how your mark has been arrived at and how your work could have been improved upon.
    • Always use the Harvard style referencing system. The University’s Learning Information Services have produced a series of guides covering a range of topics to support your studies and develop your academic skills including a guide to Harvard referencing http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx
    • Expensive or elaborate bindings and covers for submissions are not required in most instances. (Refer to guidelines however in the case of dissertations).
    • The Business School has a policy of anonymous marking of individual assessments which applies to most modules. You should not identify yourself directly in the work you submit and you may need to use phrases such as “the author of this assignment ….”in the detail of your submission.

    Avoid academic misconduct

    Warning: Collusion, plagiarism and cheating are very serious offences that can result in a student being expelled from the University.  The Business School has a policy of actively identifying students who engage in academic misconduct of this nature and routinely applying detection techniques including the use of sophisticated software packages.

    • Avoid Collusion. The Business School encourages group working, however to avoid collusion always work on your own when completing individual assessments. Do not let fellow students have access to your work at any stage and do not be tempted to access the work of others.  Refer to your module tutor if you do not understand or you need further guidance.
    • Avoid Plagiarism. You must use available and relevant literature to demonstrate your knowledge of a subject, however to avoid plagiarism you must take great care to acknowledge it properly. Plagiarism is the act of stealing someone else’s work and passing it off as your own. This includes incorporating either unattributed direct quotation(s) or substantial paraphrasing from the work of another/others.  For this reason it is important that you cite all the sources whose work you have drawn on and reference them fully in accordance with the Harvard referencing standard. (This includes citing any work that you may have submitted yourself previously).   Extensive direct quotations in assessed work is ill advised because it represents a poor writing style, and it could lead to omission errors and a plagiarism offence could be committed accidentally.
    • Avoid the temptation to “commission” work or to cheat in other ways. There are temptations on the internet for you to take “short cuts”. Do not be tempted to either commission work to be completed on your behalf or search for completed past academic work.

    When you submit your work you will be required to sign an important declaration that the submission is your own work, any material you have used has been acknowledged and referenced, you have not allowed another student to have access to your work, the work has not been submitted previously, etc.

    Assessment brief

    The detailed requirements for this task are as follows:

    Assessment Description and Advice

    Resit portfolio:

    Student will negotiate with the module leader for choosing a new destination for their 2-part portfolio. The chosen destination must be different from the ones that were already investigated by the class. The grading of the portfolio includes a 30/70 split for weighting in Part 1 and Part 2.

    Part 1: You need to appraise the current official promotional materials in both digital and conventional formats of the selected destination used at World Travel Market and other marketing channels. You are required to develop a 10-minute verbal critique (followed by Q&A) of the effectiveness of the promotional materials in establishing a unique selling proposition within a global marketplace of international tourism. You need to benchmark the destination’s marketing efforts against its core competitors. You are also required to formulate appropriate and creative suggestions to update the destination’s promotional materials for the next five years. In addition, you are expected to dress formally for the presentation to be scheduled by the resit period (w/c 10th of July, 2017). If you wish, you are able to use PowerPoint-type slides and prompt cards as support.

    Part 2: You need to provide a brief overview of the selected destination and analyse its destination marketing and management strategy in an essay of 3,000 words. An application of relevant theories into your analysis of the destination’s practice is required. You would also examine the inter-relationships of the destination’s public & private sector stakeholders in tourism, and the roles of its DMO for the destination’s success as an international tourism destination. WOLF submission deadline of the essay is 2:00 pm on 10th of July, 2017.

    The assessment briefing session, tutorials, and the materials available via WOLF will provide you with further information and guidance on completing this portfolio.

    The following information is important when:

    • Preparing for your assessment
    • Checking your work before you submit it
    • Interpreting feedback on your work after marking

    Assessment Criteria

    The module Learning Outcomes tested by this assessment task are indicated on page 1. The precise criteria against which your work will be marked are as follows:

    • Investigation of the varying roles of public & private sector tourism organisations in the selected destination and how its DMO manages stakeholder relations for destination marketing
    • Analysis of the tourism marketing strategies and communications of the selected destination
    • Examination of the unique selling proposition of the product-mix of the selected destination
    • Review of the internal and external factors that influence tourism marketing and performance of the selected destination

    Performance descriptors

    Performance descriptors indicate how marks will be arrived at against each of the above criteria. The descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated. 


    A convincing case is presented to the audience in an opening proposition that makes use of a comprehensive range of contextual material with an exceptional level of analysis. When challenged, there is demonstration of independent thought resulting in highly original or creative responses to the assignment. There is provision of clear evidence of understanding of current scholarship and research based on an extensive range of relevant sources. Extreme clarity of structure demonstrating complete focus of argument is provided. The position and the defence of that position are delivered fluently with minimal reliance on written scripts. There is appropriate and original use of multi-media to support the case with impressive visual aids. There are no obvious errors in referencing or grammar or syntax as appropriate.


    An excellent attempt at analysing the case with clear links between theory and practice is shown. There is evidence of clearly independent scholarship and the ability to engage critically and analytically with a wide range of contextually relevant resource materials. Good coverage of assignment issues and full understanding of core issues as well as appropriate theory and concepts are evidenced. There is an excellent development of own opinions on significant ideas and concepts and meaningful responses to points made by critics. An excellent defence of their position is constructed. The position and the defence of that position are delivered fluently with minimal reliance on written scripts. There is appropriate use of multimedia to support the case with useful visual aids. Also, there is demonstration of original insights, supported by extremely well structured overall argument. There may be some small repeated errors in referencing or grammar or syntax as appropriate


    The student provides a very good portfolio that demonstrates evidence of independent thought and originality. A convincing case is presented to the audience in an opening proposition that makes use of a wide range of pertinent source materials to support and illustrate points made. The position is developed in a logical manner to form a coherent case. Considerable competence in terms of ability to analyse main issues and synthesise relevant ideas, concepts and theories is demonstrated. The work also includes coverage of most of assignment issues. When challenged, there is development of own opinions on significant ideas and concepts and meaningful responses to points made by critics. A solid defence of their position is constructed. The position and the defence of that position are delivered fluently with minimal reliance on written scripts. There is appropriate use of multimedia to support the case with useful visual aids. There may be some repeated errors in referencing or grammar or syntax as appropriate.


    The student is good at fielding questions. There is evidenced level of understanding of appropriate theory and concepts. A good coverage of assignment issues is provided and a good defence of their position is constructed. There are clear links between theory and practice. Full understanding of core issues is demonstrated. There may be some small repeated errors in referencing or grammar or syntax as appropriate.


    A clear case is presented to the audience in an opening proposition that makes use of a good range of source materials to support and illustrate points made. The work identifies main issues with competent application of relevant theory and states obvious links to practice. It also covers most of assignment issues. When challenged, there is development of own opinions on ideas and concepts and useful responses to points made by critics.  However, this may be more reactive than proactive in defence of the position. The position and the defence of that position are generally delivered fluently but with some reliance on written scripts. There is appropriate use of multimedia to support the case with visual aids. There may be some repeated errors in referencing or grammar or syntax as appropriate.


    (40% Pass mark)

    The work demonstrates that the learning outcomes have been met. It makes few links between theory and practice and answers question in a very basic way. Description of relevant theory is accurate and some relevant ideas are offered. When challenged, there is some development of own opinions on ideas and concepts and also useful responses to points made by critics. However, this is likely to be more reactive than proactive in defence of the position and may fail to fully defend all points made. The position and the defence of that position are generally delivered fluently but with some over reliance on written scripts. There is appropriate use of visual aids to support most of the case. Yet, the written part has limited coherence of structure. Sources used are referenced but referencing may not fully conform to Harvard conventions.


    Compensatable Fail

    Some learning outcomes and / or assessment criteria are not met. There is inadequate content with issues not addressed. There is also insufficient evidence of understanding of relevant theory and concepts and only partial understanding shown. There is very limited application of theory and use of extensive quoted passages is evident. When challenged, difficulty in develop own opinions on ideas and concepts is shown and often there is failure to make useful responses to points made by critics. As a result there is failure to fully defend all points made. The position and the defence of that position indicate an over reliance on written scripts. There is limited use of visual aids to support the case. Some sources used are not referenced.

    There is evidence of sufficient grasp of learning outcomes to suggest that the student will be able to retrieve the module on resubmission.



    No learning outcomes are fully met. The student provides wholly inadequate contribution to the portfolio that lacks any originality of thought. There is no demonstration of adequate knowledge or understanding of key concepts or theories. There is also no recognition of the complexity of the subject. A confused or even inaccurate case is presented to the audience in an opening proposition that fails to show evidence of wider reading. The position is developed in an incoherent manner and does not develop to form a clear case. There is a tendency to simply read material gathered and little demonstration of the ability to analyse critically or evaluate concepts, ideas or theories. When challenged, points made are not defended. There is an inability to articulate own opinions on ideas and concepts and failure to make useful responses to points made by critics. The position and the defence of that position are overly reliant on written scripts. Appropriate use of visual aids to support their case is not made. Referencing is partial and inaccurate.



    There is little attempt to engage with assignment brief. The portfolio has not met learning outcomes. It is an inadequate demonstration of knowledge or understanding of key concepts, theories or practice is shown.



    There is no real attempt to address the assignment brief or learning outcomes.


    To help you further:

    • Refer to the WOLF topic for contact details of your module leader/tutor, tutorial inputs, recommended reading and other sources, etc. Resit details will also appear on WOLF.
    • The University’s Learning Information Services offer support and guidance to help you with your studies and develop your academic skills http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx







Subject Essay Writing Pages 13 Style APA





            Tourism at the global level is increasingly becoming competitive and Madrid remains one of the most preferred destinations across the world, despite the rising competition. According to Moutinho (2011) and Pearce (2012), destinations attract specific numbers of tourists based on factors like heritage, security, transportation options, ease of obtaining visas and even the environmental factors of the destination. Nonetheless, marketing remains one of the strongest drivers of tourism across the globe and thus tourism managers across the world always identify different approaches to marketing that would ensure their destinations remain competitive. In Madrid, there are numerous attractions like Prado Museum and the Bueno Retiro Park. However, these attractions have to be packaged and effectively presented to potential tourists to influence them into visiting the locations at the present and in future. In general, the approach should ensure sustainability of trade in the location. This study acknowledges that to ensure effective marketing, tourist managers need to form Destination Marketing Organizations (DMOs), which combine funding and input from both the public and private sectors towards promoting and marketing tourist destinations. The roles and impacts of these DMOs will, therefore, be discussed further based on their applications in Madrid. This study, therefore, seeks to note whether DMOs are actually able to sustain the attractiveness of a location like Madrid in the long-term, and whether the approach can be applied over or along with the use of innovations popularized in the tourism business.

Overview of Tourism in Madrid

            Madrid is the largest city in Spain and third largest in the EU. It is sometimes referred to as the Lonely Planet since it is argued to have the best tranquility, ambience and liveliness that cannot be experienced in any other part of the world. With a population of about 3.2 million people, the city is renowned for its influences in entertainment and one of its most popular entertainment facility is the Royal Theatre which includes an Opera House; sports due to the two most popular football clubs, Real Madrid and Atletico de Madrid; politics since it is the capital city of Spain and houses the administrative organs of Spain and the City; fashion due to its renowned fairs like Cibeles Madrid Fashion Week; education due to some of the best universities ; science and a strong culture notable in their architecture, historical information in museums and in statues displayed across the city. In this regard, it is considered as one of the largest global cities in the world since these facilities and resources allow the city to engage with people from across numerous parts of the world. Economically, Madrid is also competitive as its GDP is considered as the third largest in the EU region (De la Escosura, 2016).

            It is possible to assume that the attractive nature of Madrid may have influenced the selection of the country as the headquarters of the World Tourism Organization (WTO). If this selection was based on the nature or standards of tourist attractions in the city, then the selection is widely undisputable. However, if there were other factors that may have contributed to the selection of Madrid, besides its quality attractions and tourist features, then the notable attractions in the city will always overshadow other reasons that caused the selection of the city as the headquarters of the largest tourist organization in the world. After all, Madrid has rich culture and a sense of tranquility that makes it irresistible as location for such organizations and institutions (Garin-Munoz, 2004). Notably, the city is also the headquarters of international Spanish language promoters and regulators like the Standing Committee of the Association of Spanish Language Academies among others. Nonetheless, this great interest in Madrid is not only evident in the modern times after the 21st century, but also in the historical times during the 9th century when Muslims first inhabited the location to advance their trade. After constructing fortresses and successfully conducting trade in the city, they were subdued by Christians at about 1085 and this marked the beginning of the Roman Empire reigns in the city. The Christians were later attacked by the royal empires formed later and thus the city became part of the current monarchies still existing in Europe in the 21st Century.

            These historic events greatly influenced the current Madrid. To begin with, the architectural designs notable in the city are mainly as a result of both the royal reigns and Christian rule in the city. One building that incorporates both designs is the 17th Century Plaza Mayor that was constructed during the reign of Phillip the third (Phillip III).This building was used as a commercial services and ceremonies like canonization of saints and proclamation of the newly appointed kings. Currently, the building is widely utilized for local ceremonies and commercial services including being one of the main tourist attractions of Madrid. The early European art introduced during the kingdoms periods is also preserved and exhibited in museums across the city. One such museum is the Thyssen-Bornemissza Museum which contains numerous European arts used in the period between the 13th and 20th centuries. To enhance visitors’ experiences in the museum, other forms of art have been included like the modern, pop, and American paintings leading up to the over 1000 pieces of artistic items in the museum.

            The outdoor tourism is also promoted further by the wide collection of urban sculptures spread all over the city. Such include the Fountain of Neptune, sculpture of Don Quixote and Sancho Panza found at the Plaza de Espana and the Faunte de Cibeles or fountain of Cybeles. Besides the sculptures and architecture, Madrid is also renowned for its tranquility and sense of peace generated by the gardens, water points and green environment notable in the city. One place that offers a peaceful relaxation due to its ambience is the Buen Retiro Park. The Centro de Arte de Reina Sofia center also displays contemporary art in a modern garden that is well maintained to offer a sense of relaxation and peace. Furthermore, upon visiting Madrid, one is not obliged to stay in expensive hotels but can chose their preferred hotels based on their budgets and travel plans while in the city. Some budget restaurants available through numerous online platforms include Room Mate Mario and Mayerling Hotel that feature small to large rooms with minimalist décor, but guarantee quality services across the board. Midrange hotels include Artrip Hotel and others which are mostly located near tourist destinations like museums and offer small to large rooms. Finally, there are luxurious hotels like Hotel Atlantico that feature vast decors, unique designs and offer a variety of services like transportation to airports and preferred destinations.

Roles of DMOs and the Relationship between Public and Private Organizations

            According to Line and Wang (2017), destination marketing organizations are local-based institutions developed through a partnership between the public and private stakeholders and volunteers to promote a location towards increasing the number of tourists and visitors within a location. In Spain, there are over 10 such DMOs and each of these organizations focuses on promoting tourist locations like Madrid to the world. Nonetheless, Line and Wang (2017) admit that the formation of DMOs is not only aimed at ensuring a destination is popular, but to also ensuring that the industry is generally sustainable within the location. For this reason, stakeholders within the DMOs would collectively fund or even work with volunteers in the rehabilitation of attraction sites, management of the environment in these sites and even protection of the facilities or upgrading them towards maintaining the set standards. Notably, tourist attractions in Madrid like the sculptures and parks are consistently maintained through cleaning, renovations, and repainting under the sponsorship of the DMOs. This strong collaboration ensures that tourist resources in the city are sustainable at the present and in future.

In the International Tourism Fair held in January 2017, Madrid was able to present its most notable tourist attractions in the fair through a partnership between the Madrid Destino Tourism Department and the Madrid City Council.  In the fair, innovative technologies were used to make Madrid stand mimic specific tourist destinations in Madrid (Madrid Destino, 2017). Adequate information was provided through a digital database informing potential tourists of the annual events to expect in Madrid, destinations to consider, and other cultural data available in Madrid (Madrid Destino, 2017). The use of such technologies and marketing techniques can be costly, but this event was successful since the partnership between the private and public stakeholders led to availability of resources to ensure marketing approaches at the fair were maximized. Furthermore, though such partnerships, the tourism industry can effectively employ staff to assist in managing tourist resources and even guide tourists while in the country. This is effective in two ways: it leads to continued economic growth of tourism as a form of trade is improved and sustained, and the employment opportunities created support the well-being of Madrid residents for a better well-being.

A review of Madrid Convention Bureau’s website shows all tourist activities that one can do, sites that can be visited, and food places. Tourists are also requested to be assisted in planning and managing their trip. A convention bureau operates in the same way as a DMO and in order to effectively ensure maximized services as noted in this research, it will have to conduct adequate research regarding their locations and resources available. Whenever the convention bureau popularizes the 400th anniversary of the Plaza Mayor, it must have the history of the plaza and all information regarding the annual celebrations held for the building.  In this regard, research is a major part of the DMOs operations and existence. Nonetheless, since it is a partnership between the local communities and organizations, research initiatives can be effectively conducted through a collaborative approach leading to the preservation of histories and heritage, and development of new information as discovered through research. The local communities also benefits from the tourist attractions within their locations. This is achieved when the DMOs popularize the local communities and their resources, and even guide them on how to interact with tourists. When marketing restaurants within different locations, the local communities, who in most cases are the main people running these businesses, get the opportunity to have their facilities presented to the tourists in the most inexpensive ways. This collaboration between the private and public institutions ensures that the cost of marketing is subsidized yet yielding maximum results for stakeholders within the location. Finally, through the contacts made due to this collaboration, vendors can be connected with supplies to ensure that the industry is consistently able to support and sustain itself as a strategy towards growing in future.

In the recent years, especially since 2014, the Madrid Convention Bureau (MCB) acknowledges that there has been a rise in tourism revenues through meetings, incentives, conferences and events (MICE) when compared to the traditional forms of tourism. In order to grow this sector, as it remains potentially strong in future, MCB is conducting numerous marketing initiatives that will continue to open up Madrid through noted segments. Such initiatives include participating in international fairs abroad, hosting meetings in the fairs and exhibiting the available facilities though these fairs. Notably, since the initiative to target MICE in the tourism goals, Madrid has seen an influx in tourists to the extent that bed capacity in luxury hotels in the city has increased by 4,000 within the noted period (Madrid Convention Bureau, 2017). A rise in demand for luxurious accommodation illustrates the continued appreciation for Madrid and the success of the markets in the city towards promoting the tourist activities in the city. This increase also represents the emerging business opportunities and growth in the hotel industry. All these would lead to an improvement in the economic opportunities of the city and increase in revenues at the present and in future. This collaboration between the public and private sectors is indeed enhancing present goals to grow the industry and ensuring that in the future, the industry remains profitable to all stakeholders including the local communities.

Marketing Strategies and Communications for Tourism Destinations

            As aforementioned, marketing remains one of the main components of tourism in any part of the world. Notably for MCB, marketing is a continuous process determined by the target markets, available technologies, and preferred strategies. Similarly marketing of tourist destinations is not only a factor of naming new or preferred destinations, but also a mix of brand development, product packaging, and approaches to communication and information transfer. In 2015, the Tourism Association of Madrid, which is also a DMO working in the location, presented the 2015 to 2019 tourism plan and strategy in which it noted that it will aim at increasing tourists population into the country by 30%, which would represent over 13million visitors into the country during the period. To achieve this, the organization noted that based on its research, there are 18 markets across the world that would lead to attainment of this population and 8 regions which will drive tourist traffic into the country. Their research, as conducted for them by the THR consulting company was also able to establish six key competencies of Madrid that would be popularized during the period to enhance tourism. Notably, the most initial factor prior to marketing is research as it enables the marketer to target based on proper understanding of their strengths and potential in future. This strategy also ensures that the marketing initiatives are relevant, objective and impactful.

            Another common factor in the current marketing and communication strategies is the use of advanced technologies that mainly incorporate virtual or visual systems. Although this has been common since the earliest use of photography, current systems are more advanced and able to simulate the expected or potential environment as would be experienced by tourists. This increases the desire to be part of the noted experience. For instance, during the International Tourism Fair held in Madrid on January 2017, the Madrid stand exhibited Madrid and its attractions using LED stands that featured Madrid skyline and moving images of the attractions (Madrid Convention Bureau, 2017). Virtual observation decks were also included to allow customers to have a simulated 360o view of Madrid from the Faro de Moncloa Tower. Additionally, a computer based informational system was available at the exhibition for tourists to gain data about numerous attractions and tourism related activities that could be done in Madrid. Notably, these marketing strategies bring the city close to the targeted market, allowing them to have experience in order to elevate their desires for the location and even improve their understanding of the location. The wide information provided through these platforms ensures that the targeted tourist is effectively informed of the attractions that meet the strategic goals of a location. For instance, one of the key target areas in the 2015-2019 plan for Madrid was the Spanish lifestyle and these could effectively be displayed through the LED screens causing tourist to desire to learn more about these lifestyles. Technology is, therefore, a major factor in the current marketing strategies.

            Another marketing strategy in the tourism industry is the use of travel packages that allow tourist to have access to both attractions and accommodation facilities for convenience and ease of travel. This strategy always involves mentioning of savings especially in the tourist’s finances while promising numerous interesting activities based on the marketing strategies and tourists’ preferences. Evidently, the Madrid Convention Bureau and the Tourist Association of Madrid websites feature specific travel plans that are aimed at attracting tourists through affordable to cheap deals. Another key selling proposition for Madrid is the infrastructural developments that remind people of their ability to maneuver through the city with great ease and visit numerous places within a short period. The capacity to accommodate many people, especially in MICE segment, is increasingly popularizing Madrid as a conference and meeting location. To market such factors, DMOs in the country popularize the increasing bed capacities of their luxurious hotels while illustrating diverse accommodation options that could be considered in the location. Another critical factor in the marketing initiatives is emphasizing diversity as most locations like Madrid offer a variety of activities like cultural heritage centers and even sporting options. For instance, in the 2015 to 2019 plan, the city targets to host some of the best football match involving the two rival teams within the city: Real Madrid and Atletico de Madrid.

Components for Destination Marketing

            Destination marketing, as noted above, involves communication of a wide variety of benefits to be gained by customers through visiting a destination. In this regard, marketing will always aim at emphasizing variety of products or services, cultural foundations of the location as the basis of the location, and the visiting or travelling packages that would ensure affordability of the travel. Marketing will also focus on using visual illustrations to focus attention of the target market to the specific components like cultures, heritage and ambience. Another critical aspect in destination marketing is emphasis on numbers. Statistics on number of annual visitors, functions available per day, and the facilities available for use give the location popularity while enhancing the stature of the location as a preferred destination.

Factors Influencing Destination Marketing

            Destination Marketing is affected by numerous factors. One of the main factors is the fact that the trade is seasonal where during high season, a location can experience an influx in tourist numbers whereas in low season, there would be a decline in the number of tourists. These seasons are widely determined by weather patterns with most tourists preferring to travel during dry and hot weather or whenever the conditions are ideal to prevent any chances of contraction of diseases (George et al, 2016). Inbound and domestic tourism are also critical factors in destination marketing initiatives. With increase in domestic tourism, marketers change their marketing strategies to support these internal tourists as they have long-term benefits to the country although their short-term contributions can be lower than the inbound tourists (Garin-Munoz, 2004). However, in some locations, the inbound tourists or foreign based tourists can be the main source of income for the country and this would cause the marketing team to focus on external marketing. It is also clear that availability of resources within a location will always influence destination marketing initiatives like the extent to which visual technologies are used and what platforms could be used to conduct marketing.


                        Madrid as a destination offers the ultimate touring experiences for visitors. This is widely marketed by its DMOs which utilize technologies and creativity to make the destination visible to entire world. According to the research, the role of the DMOs in marketing destinations include: increasing the capacity to promote destinations through combination of resources, developing strategies for effective marketing, guiding the tourism goals to match the needs of the market and to ensure comfort for the visitors while promoting revenue generation for the locals. Such goals are being achieved by bureaus like the Madrid Convention Bureau that works with local tourist institutions like the Tourist Association of Madrid. Based on the short and long-term plans set through these organizations, tourism as a trade is promoted and its benefits transferred even to the locals within the destination. These roles of the DMOs should therefore cause further co-operation with such bureaus for the benefit of Madrid and other destinations across the world. The use of technologies and similar resources is also enhanced when DMOs work with local organizations to enhance local capacities. This paper therefore recommends the continued use of DMOs as part of the strategies towards marketing and growing the popularity of destinations.



De la Escosura, L.P., 2016. Mismeasuring long-run growth: the bias from splicing national accounts—the case of Spain. Cliometrica, 3(10), pp.251-275.

Garín-Muñoz, T 2004, ‘Madrid as a tourist destination: analysis and modelization of inbound tourism’, International Journal of Tourism Research, 6, 4, pp. 289-302, Business Source Complete, EBSCOhost.

George, R., Barben, T., Chivaka, R., van Vuuren, M.J., Knott, B., Lehmann, S., Mulder, M., Nel, J., Nieuwenhuizen, C., Saunders, C. and Swart, K., 2016. Managing tourism in South Africa (No. Ed. 2). Oxford University Press.

Line, N, & Wang, Y 2017, ‘Market-Oriented Destination Marketing’, Journal of Travel Research, 56, 1, pp. 122-135, Business Source Complete, EBSCOhost.

Madrid Destino, 2017. The city of Madrid will present the new developments in its tourism sector to the world at Fitur. Online Source. [Accessed 06 July, 2017]Available at: http://www.madrid-destino.com/en/72-tourism/tourism-news/1579-the-city-of-madrid-will-present-the-new-developments-in-its-tourism-sector-to-the-world-at-fitur

­   Madrid Convention Bureau, 2017. Madrid: more than 4,000 new rooms in luxury hotels. 3/07/2017. Online Source. Available at: https://www.esmadrid.com/mcb/en/news/madrid-4000-new-rooms-luxury-hotels/

Moutinho, L. (Ed.)., 2011. Strategic management in tourism. Cabi.

Pearce, P., 2012. The Ulysses factor: Evaluating visitors in tourist settings. Springer Science & Business Media.




Related Samples

WeCreativez WhatsApp Support
Our customer support team is here to answer your questions. Ask us anything!
👋 Hi, how can I help?