Tourism Of Shrewsbury: Marketing Strategies And Plan

Shrewsbury as a Tourism Destination

Question:

Write an essay on the tourism of Shrewsburya.

It is necessary to mention that, the tourism of Shrewsbury is commissioned by the Shropshire Council for developing the marketing strategies as well as to develop the essential action plan for enhancing the destination place Shrewsbury as opined by Amey (2015). Shrewsbury is mesmerizing tourism destination that is laid on the border of England and Wales. The population of Shrewsbury is near about 60,000 with citizens. On the other hand, the major reason for treating Shrewsbury as a tourism destination is not only a mesmerizing place but also this particular town consists of the town walls as well as castles that are the architect at the 14^th century as opined by Lumsdon (2016). Therefore, the local businesses are developing in these days as well as the employment of this particular tourism destination is also increasing.

Moreover, in this particular assignment, a detailed analysis related to the tourism of Shrewsbury is done for developing a plan that is related to marketing. The marketing objectives are sorted out for developing a marketing plan in a cohesive manner. On the other hand, the target customers are also defined in this particular assignment for understanding the impact of the marketing plan that will increase the incoming of the visitors to Shrewsbury. It is necessary to mention that, the measuring the existing objectives for developing the tourism business is also highly important because in this advanced digital era the technological aspects are upgrading day by day.

Therefore, setting the particular objectives is highly necessity for creating the impact on the customer’s mind for attracting them to visit the tourism destinations as revealed by Birkhead, Wimpenny and Montgomerie (2015). In addition, the tactics that are related to the Marketing Mix are also highlighted in this particular assignment for developing as well as analyzing the marketing plan for increase the cultural aspects of Shrewsbury.

As opined by Birkhead, Wimpenny and Montgomerie (2015), most of the scholars as well as the local authorities of various nations in this globe are treated tourism as a highly significant aspect because tourism increase not only the incoming of the tourists but also tourism creates a huge impact on increasing the economy of the nations. It is necessary to mention that, the local businesses are also benefitted with the tourism aspect as well as the employment of the employees is increased due to the need of the tourism. As evidence, the Shropshire Tourism already provided a brief overview related to the products as well as services that are provided to the visitors who are wish to visit Shrewsbury as commented by Ekins (2012). The major reason of that particular overview is to satisfy the visitors with the better quality of the services that are related to the tourism for their enhanced experience.

It is essential for reveal that, as per the annual report of the Shropshire County Council in 2007, the amount of the day visitors are near about 934, the overseas visitors are near about 68 as well as the overnight visitors are near about 132 as revealed by Yüksel (2012). On the other hand, Shropshire County Council sent a survey that is related to the business for drawing 326 businesses in Shrewsbury and replacing with other businesses such as retail as well as catering business for providing the better quality of services to the visitors who often visits Shrewsbury. Apart from that,  as stated by Henriques et al. (2015), the Shropshire County Council arranged interviews at the Town Center, Attingham Park as well as Percy Throwers Garden Center of the Shrewsbury for fetching their opinions for developing an analysis that is able to enhance as well as emphasize the tourism sector of Shrewsbury. Nevertheless, the residents were not selected for the highly significant interviews because the entire analysis was all about the perceptions of the visitors who often visit Shrewsbury as revealed by Sun et al. (2014).

Marketing Plan Objectives

PESTLE Analysis is a highly significant analysis tools that are helpful in gathering the vast knowledge for expanding any business by analyzing the existing situations as commented by Daniel (2015). Therefore, in this particular assignment PESTLE Analysis is included for analyzing the situation of Shrewsbury for developing the effective marketing plan. PESTLE stands for Political, Economic, Social, Technological, Legal as well as Environmental. The PESTEL analysis of the Shrewsbury is described below.

Political: Various wide ranges of political factors are there that are able to create an impact on the tourism of the Shrewsbury as well as the political arena also has high influence on the rules as well as regulation of the tourism businesses. One of the serious political aspects of the Shrewsbury is the rate of the payable tax declared by the government. Therefore, the tourism business organizations can be affected by the tax legislation of the government of Shrewsbury as well as the employees who are related to the tourism sector due to the income tax as opined by Werner (2014). However, it is identified that, in this concurrent situation of Shrewsbury, the corporation tax is decreased by the government for stimulating the economic activities through the tourism destinations.

It is necessary to mention that, there is the guarantee that the government of Shrewsbury can again increase the entire taxes for maintaining the rate that is related to the corporation tax for balancing the entire economy level of Shropshire as commented by Tavallaei et al. (2014). On the other hand, instability can have a deterrent effect on the foreign investments, as it is found that, the foreign investors dare venture into Shrewsbury in these days as opined by Mariani et al. (2014). In addition, the growing awareness related to the environmental consequences the government of Shrewsbury is planning highly significant actions for ensuring aviation should reflect the positive impact on the environmental aspects of increasing the tourism business as well as increasing the incoming of the various visitors from the different nations of this globe as opined by Hackett and Melia (2013). It is essential to mention that, the enlargement related to the war against the terrorist activities as well as the European Union (EU) also hindering various significant business sectors including business tourism sector of Shrewsbury. Moreover, the increasing price rate of petrol is also creating barriers for providing enhanced transport facilities to the visitors who are visiting the mesmerizing tourist destinations of Shrewsbury as opined by Choi et al. (2014).

Economic: As stated by Ioppolo, Saija and Salomone (2013), Economic factors are able to affect the purchasing power of the visitors as well as the customers who are potentially related to the tourism destinations of the Shrewsbury. On the other hand, the economic aspect also can affect the business organizations that are connected with the tourism sector of Shrewsbury because if the incoming of the visitors decreased then the tourism-related businesses would run in the loss as It is necessary to mention that, as per the annual report of the Shrewsbury, the government of Shrewsbury presently benefitting from the low inflation rate as commented by Hall (2013). Apart from that, it is the very positive factor that, the unemployment rate is low in Shrewsbury for recruiting skilled as well as the knowledgeable employees. In addition, the position of the currency of Shrewsbury is holding a strong position rather than the other foreign currencies. As a result, the economic aspect can be increased due to the highly incoming rate of the visitors.

Target Customers

Social: The present social trend of the Shrewsbury is to access the internet from home, office for buying products, booking the hotels as well as tickets as opined by Getz (2013). Therefore, the marketing plan has to consider the promoting through the internet by providing advertisements along with the facebook.com, google.com, Twitter and the other social networking websites. The overall sociological aspect of Shrewsbury is very soft with its nature and that is highly helpful for Legal: Most of the nations have law and legislations related to the business tourism sectors as well as the investments for this particular business sector as commented by Murphy (2013). On the other hand, the legislations related to the tariffs, domestic producers also able to affect the illegal organization along with the legislations of Shrewsbury.

Environmental: The physical environment of the Shrewsbury is the major key factor for increasing the tourism industry as opined by Goodall and Ashworth (2013).Shrewsbury is mesmerizing tourism destination that is laid on the border of England and Wales. The population of Shrewsbury is near about 60,000 with citizens. On the other hand, the major reason for treating Shrewsbury as a tourism destination is not only a mesmerizing place but also this particular town consists of the town walls as well as castles that are the architect at the 14^th century as opined by Pike (2016).

PESTEL ANALYSIS
Political	·         Political arena also has high influence on the rules as well as regulation of the tourism businesses. ·         The tourism business organizations can be affected by the tax legislation of the government of Shrewsbury. ·         The government of Shrewsbury is planning highly significant actions for ensuring aviation should reflect the positive impact on the environmental aspects of increasing the tourism business as well as increasing the incoming of the various visitors from the different nations of this globe.
Economic	·         The government of Shrewsbury is presently benefitting from the low inflation rate. ·         The unemployment rate is low in Shrewsbury. ·         Shrewsbury is holding a strong position rather than the other foreign currencies.
Social	·         Social trend of the Shrewsbury is to access the internet from home. ·         Shrewsbury is very soft as well as peaceful with its nature.
Legal	·         Legislations related to the tariffs, domestic producers also able to affect the illegal organization along with the legislations of Shrewsbury
Environmental	·         The population of Shrewsbury is near about 60,000 with citizens. ·         Shrewsbury consists of the town walls as well as castles that are the architect at the 14th century.

Table 1: PESTEL Analysis of Shrewsbury

(Source: As created by Author)

            On the other hand, another analysis that is the highly significant tool for analyzing the situation of Shrewsbury is SWOT Analysis. This particular analytical tool is able to gather the serious aspects that are the serious need for developing any business as well as to enhance the marketing plan as opined by Truong and Hall (2013). SWOT Analysis stands for Strength, Weaknesses, Opportunities as well as Threats. As this particular assignment is all about to develop an effective marketing plan for increasing the incoming of the visitors in Shrewsbury, SWOT is highly essential for gathering the information that is able to help in developing the appropriate marketing plan in the context of tourism.

SWOT ANALYSIS
Strength:	·         Mesmerizing nature with the castles from the ancient century. ·         Peaceful and the soft environment in nature. ·         The low rate of unemployment. ·         High standard of education. ·         Political stability. ·         The advantageous business position regarding tourism.
Weakness:	·         Poor transport. ·         Higher pricing of the fuels. ·         The tourism destinations are not properly developed. ·         Lack of tourism sector promotions. ·         Visitor’s satisfaction is average.
Opportunity:	·         The tourism sector is rapidly increasing. ·         Visitors are always looking for the peaceful and soft environment for choosing tourism destinations. ·         The government of United Kingdom is looking for increasing the tourism sector. ·         The technological aspects are upgrading day by day.
Threats:	·         Other small tourism destinations are developing. ·         The small businesses are decreasing due to the lack o incoming of the visitors.

The business marketing plans related to the tourism of Shrewsbury should have to contain with the significant objectives that are able to help in developing the appropriate marketing plan for increasing the incoming of the visitors in Shrewsbury. It is necessary to mention that, the marketing objects for Shrewsbury Tourism are to increase the visitation of the non-residential citizens of Shrewsbury as well as the related expenditure from the core competitive markets that are related to tourism as opined by Carlisle et al. (2013). Therefore, the major objective could be the contribution to the economy of Shrewsbury through the tourism sector.

On the other hand, the strategies as well as the campaigns related to achieving the marketing objectives are also can be treated as the objectives along with the brief guidance of the government rules as well as legislations. Apart from that, the collaboration with Shropshire County Council and the government of Shropshire are also needed for enhancing as well as emphasizing the tourism business within the Shrewsbury as commented by Chen, Liu and Chang (2013). It is essential to include that, the business tourism sector always needs for an enhanced marketing objectives for developing the small businesses as well as illustrate the new ventures according to the incoming of the visitors as stated by Hadjikakou et al. (2014). The objectives of the marketing plan can be divided into few significant segments. Those are:

Marketing Mix Tactics

Realistic Objectives: Realism is a hugely significant aspect for detailing the marketing objectives as opined by Ioppolo, Saija and Salomone (2013). Ioppolo, Saija and Salomone (2013) also revealed that, it cannot be the realistic objective if the tourism sector of any nation is going to increase their tourism business in few months in any driving aspects. The realistic objectives can be setting the appropriate as well as designated goals and thereafter developing the marketing plan for emphasizing the tourism business of Shrewsbury.

On the other hand, targeting the significant customers who are related to the tourism as well as wish to visits the tourism destinations are the realistic objectives for developing an enhanced marketing plan for increasing the tourism industry of Shrewsbury. It is necessary to mention that, providing proper promotions along with the significant information related to Shrewsbury to the target customers is also the realistic objectives of the marketing plan of the Shrewsbury. Since, there are various castles are there in Shrewsbury that are helpful in attracting the visitors because the architect is from the 14^th century as opined by Ioppolo, Saija and Salomone (2013).

Measurable Objectives: Measuring the measurable objectives are also the highly significant aspect for making significant objects that are able to helpful in developing the marketing plan for increasing the tourism related business sector of any nation as opined by Hackett and Melia (2013). It is necessary to mention that, the measuring the existing objectives for developing the tourism business is also highly important because in this advanced digital era the technological aspects are upgrading day by day. Therefore, setting the particular objectives is highly necessity for creating the impact on the customer’s mind for attracting them to visit the tourism destinations as revealed by Birkhead, Wimpenny and Montgomerie (2015).

Moreover, providing better promotional factors to the consumers as well as visitors can be the objective of developing the marketing plan for increase the incoming of the visitors to Shrewsbury. Promoting the tourism destinations with the help of the various popular social networks as well as websites such as, facebook.com, google.com, Twitter, Instagram as well as the other popular sites can be able to provide the significant information to the visitors as well as the consumers who are related to the tourism related business sector. Therefore, above mentioned activities can be the significant objectives for developing the marketing plan for the tourism related business sector of Shrewsbury.

 Time-based objectives: Objectives for developing the marketing plan has to be developed by maintaining the time appropriately. As stated by Chen, Liu and Chang (2013), the objectives have to meet their goals according to the time because the time span is highly important for gaining competitive advantage from the rivals as well as maintaining time also can able to minimize or properly use the cost for developing the significant marketing plan. Henceforth, setting objectives by maintaining specific time is highly important for achieving the goals. As the example, the developing of a tourism destination has to be completed within the dull season because in the picking season, incoming of the visitors will increase. As a result, if the development is not finished of that particular tourism destination, the place cannot be able to satisfy the visitors; and then the properly developed marketing plan will fail as per the perception of the visitors as opined by Goodall and Ashworth (2013).

Shropshire Tourism Overview

Developing marketing plan can be effective if the target customers are selected appropriately. It is necessary to mention that, choosing proper customers are able to increase the business of any type of business sector organizations as opined by Lumsdon (2016). The target customers for developing the marketing plan related to the tourism related business sector of Shrewsbury is listed below.

Customer Target Type	Age	Reason
Traditional	Between 46 to 65	These types of visitors are most enjoy the intellectual challenges, cultures as well the demographical environment of the tourism destinations.
Discovers	Majorly under 55	These types of the visitors are will to make the deal in the last minutes as well as considered the short breaks in the urban locations.  In addition, these types of visitors is higher spenders for enjoying as well as relaxing for visiting the tourism destinations as stated by Hadjikakou et al. (2014).
Cosmopolitans	Couples whose age are above 42	These types of visitors are likely to visit various cultural places and do lots of shopping from various regions. In addition, their income is high as well as they are peaceful persons with their nature.
Sightseers and Potterers or Day Visitors	Couples whose age are above 45	These types of visitors are always looking for a day out do for enjoying the shops, natural views as well as the food offers.

The marketing mix is highly helpful for developing the marketing plan for the tourism sector of any nations. Therefore, the elements of the marketing mix are described here for understanding the under mentioned aspects that are related to Shrewsbury.

Price: Medium pricing is the significant pricing standard for maintaining the visitors properly in the context of Shrewsbury. The major reason for selecting the medium range of pricing is helpful for attracting the visitors for often visits at this mesmerizing tourism destination as stated by Hadjikakou et al. (2014).

Product: As the visitors of Shrewsbury are come from foreign nations, thus, the products should have to be maintained with better quality for attracting them to this mesmerizing tourism destination.

Place: Shrewsbury as a tourism destination is not only a mesmerizing place but also this particular town consists of the town walls as well as castles that are the architect at the 14^th century as opined by Henriques et al. (2015).

Promotion: The promotion regarding the marketing plan for Shrewsbury is highly important as well as it can be done through with few enhanced ways, those are:

• Development of the website regarding Shrewsbury.

Provide better information through advertisements via popular social networking websites (Tavallaei et al. 2014).

• Arranging the awareness campaigns along with videos and the photographs of various tourism destinations of Shrewsbury for attracting the visitors.

Conclusion

As a conclusion, it can be said that, the impact of tourism is able to nurture the economy aspect of any nations on this globe. On the other hand, the tourism sector of various nations are also increasing because the various authority personnel of different reason is now able to understand the tourism sector is able to attract the visitors from the foreign; as a  result, the economy of the nation can increase. However, the tourism sector has to be highly maintained for attracting the foreigners.

Apart from that, this particular assignment is entire related to the tourism sector of Shrewsbury. Henceforth, the significant analyses are included in this assignment for understanding the highly significant aspects that are able to enhance the tourism sector of Shrewsbury along with the help of Shropshire County Council. The PESTEL Analysis is showing the existing significant factors of the Shrewsbury.  Therefore, developing a marketing plan became easy for the researcher.

Moreover, SWOT Analysis is also included in this particular assignment that is very helpful for understanding the various highly important aspects of Shrewsbury those are related to strength, opportunities, weaknesses as well as the threats of the Shrewsbury. Additionally, the marketing mix also seems helpful in developing the marketing strategy for increasing as well as expanding the tourism sector of Shrewsbury. Lastly, the target customers are also included in this particular assignment that is helpful for developing the marketing plan in an effective way. It is essential to include that, the business tourism sector always needs for an enhanced marketing objectives for developing the small businesses as well as illustrate the new ventures according to the incoming of the visitors as stated by Hadjikakou et al. (2014).

PESTLE Analysis of Shrewsbury

Reference List

Amey, E., 2015. On a quest for authenticity to an imaginary place: a narrative analysis of the experiences of British literary tourists.

Birkhead, T., Wimpenny, J. and Montgomerie, R., 2015. Subbuteo Natural History Books Ref. 0252, The Rea, Upton Magna, Shrewsbury SY4 4UR, UK. Tel:+ 44 (0) 870 010 9700 Fax:+ 44 (0) 870 010 9699 Email: [email protected] wildlifebooks. co. uk Website: https://www. wildlifebooks. com.

Carlisle, S., Kunc, M., Jones, E. and Tiffin, S., 2013. Supporting innovation for tourism development through multi-stakeholder approaches: Experiences from Africa. Tourism Management, 35, pp.59-69.

Chen, K.H., Liu, H.H. and Chang, F.H., 2013. Essential customer service factors and the segmentation of older visitors within wellness tourism based on hot springs hotels. International Journal of Hospitality Management, 35, pp.122-132.

Choi, S.H., Lee, J.H., Lee, S.M., Choi, I.H., Chai, D.S. and Woo, J.C., 2014. An Idea on Increasing Income of Residents in DMZ Area Using FGI and SWOT Analysis-Focused on Haean-myeon in Yanggu-gun of Gangwon Province. Journal of Forest and Environmental Science, 30(1), pp.50-55.

Daniel, H., 2015. The impact of the marketing environment: Greggs. Docs. school Publications.

Ekins, R., 2012. Authenticity as authenticating–the case of New Orleans jazz revivalism: An approach from grounded theory and social world analysis. Popular music history, 7(1).

Fletcher, J., Fyall, A., Gilbert, D. and Wanhill, S., 2013. Tourism: principles and practice. Edinburgh Gate, UK: Pearson.

Getz, D., 2013. Event tourism: concepts, international case studies, and research. Cognizant Communication Corporation.

Goodall, B. and Ashworth, G. eds., 2013. Marketing in the Tourism Industry (RLE Tourism): The Promotion of Destination Regions. Routledge.

Hackett, G. and Melia, D., 2013. An investigation of business tourism development: A case study of Wexford Town, Ireland.

Hadjikakou, M., Chenoweth, J., Miller, G., Druckman, A. and Li, G., 2014. Rethinking the economic contribution of tourism case study from a Mediterranean Island. Journal of Travel Research, 53(5), pp.610-624.

Hall, C.M., 2013. Wine, food, and tourism marketing. Routledge.

Henriques, C., Garnett, K., Weatherhead, E.K., Lickorish, F.A., Forrow, D. and Delgado, J., 2015. The future water environment—Using scenarios to explore the significant water management challenges in England and Wales to 2050. Science of the Total Environment, 512, pp.381-396.

Ioppolo, G., Saija, G. and Salomone, R., 2013. From coastal management to environmental management: The sustainable eco-tourism program for the mid-western coast of Sardinia (Italy). Land Use Policy, 31, pp.460-471.

Lumsdon, L., 2016. Marketing for tourism. Springer.

Mariani, M.A.P., Fagundes, M.B.B., Arruda, D.D.O., Schmidt, V. and Centurião, D.A.S., 2014. Identification of key variables for the promotion of local development through tourism in the city of Corumbá/MS/Brazil: an application do SWOT Analysis. PASOS: Revista de Turismo y Patrimonio Cultural, 12(1), pp.65-78.

Morrison, A.M., 2013. Marketing and managing tourism destinations. Routledge.

Murphy, P.E., 2013. Tourism: A Community Approach (RLE Tourism). Routledge.

Pike, S., 2016. Destination Marketing: Essentials. Routledge.

Sun, Y., Guo, P., Ma, Z., Li, T. and Dang, S., 2014, November. UK-based external business environment analysis of outdoor adventure clothing using the PESTEL tool and its future outlook. In Information Technology Systems and Innovation (ICITSI), 2014 International Conference on (pp. 306-309). IEEE.

Tavallaei, S., Solaymani, M., Hesari, A.R.E. and Hadjalizadeh, J., 2014. The Evaluation of the Eco-tourism and Geo tourism in Maragheh, Iran: A SWOT Analysis. Evaluation, 4(4), pp.423-429.

Truong, V.D. and Hall, C.M., 2013. Social marketing and tourism: What is the evidence?. Social Marketing Quarterly, p.1524500413484452.

Werner, S., 2014. Canoe tourism on the river Warnow. An analysis for an improved use of the river Warnow for canoeists, those who are travelling by canoe or kayak considering economic and nature aspects (Doctoral dissertation).

Yüksel, I., 2012. Developing a multi-criteria decision making model for PESTEL analysis. International Journal of Business and Management, 7(24), p.52.