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Explain the purpose of destination analysis.

Assessment Brief

Module Title: Sustainable Tourism and Destination Management


Module Code: 203TH



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Word Count

2000 words (+/-10%)




Responsible tourism has emerged as a particular theme for travel in 2018. ABTA (2017) reports how “The importance of creating better places for people to live in, and better places to visit, takes centre stage”.  

ABTA’s (2017) research also presented that Following the huge public rise in sentiment for programmes such as David Attenborough’s ‘Blue Planet II’ – the most watched programme of 2017 – and campaigns like Sky News’ Ocean Rescue Scheme, this trend looks set to continue and take centre stage in 2018. With a greater public awareness not only of environmental issues, but also of human rights and working conditions, tour operators and hoteliers are supporting this move towards responsible tourism that looks after our environment and our people. In 2018, we can expect more initiatives such as social enterprise projects which give back to local communities, carbon-neutral group tours and the banning of plastics from beaches”. 

The growing concern for destinations sustainability has underlined that an investigation to make sure everything is in cohesively in order across the industry as a whole is needed. Whereby it is not just about making recommendations but also actively seeking advice and support on your destinations current and future state. This is the purpose of a destination analysis/audit (demonstrated in table 1) and its main functions are to improve the performance, competitiveness and sustainability of a destination. Destination analyses are generally included as part of a more long-term plan, known as a Destination Development Plan (CTH 2011:94).  

 Table 1: Steps of a Destination Analysis/Audit (CTH 2011:94) 

Regeneration, renewal and construction continue apace in readiness for Coventry’s spectacular year of Culture in 2021. New development sin transport infrastructure, accommodation and attractions are on track for the important event.

Alongside these developments Coventry is looking to revisit its important historical and cultural roots and is working hard to be ready to unveil itself anew like the phoenix it has as its corporate symbol.


Completion of this assignment will address the following learning outcomes:


Explain the purpose of destination analysis.


Discuss the complexities of the relationship between tourism, the environment and sustainable development.


Assess the merits of a wide range of different approaches and data to measure and assess the impacts of tourism.


Discuss the importance of sustainable tourism development.


Coventry has been chosen to be the UK`s City of Culture for 2021. The bid team said their plans were "about changing the reputation of a city" as well as hosting a year of cultural celebration. The title is awarded every four years and Coventry will hope to emulate the success of Hull, which is UK City of Culture this year. The other places in the running for the title were Swansea, Paisley, Stoke-on-Trent and Sunderland.

You are required to produce a destination analysis for Coventry. This will be produced as an individual formal report. You must ensure that you focus on improving the performance, sustainability and competitiveness of the destination. 

Word Count 2000 words (+/-10%) 

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