Critically review the 15 C´s in the context of the marketing of an international tourist destination: Lanzarote

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Essay from the year 2011 in the subject Tourism, grade: Merit, Bournemouth University, language: English, abstract: Strategic tourism marketing analyses future issues and challenges on the tourism market. Theobjective of this analysis is to define innovative marketing strategies for tourism products inorder to be successful on the market.A tourist destination is an integrated tourism product which needs well defined marketingstrategies. Only a continuous analysis, definition and implementation of strategies help touristdestinations to gain a competitive advantage.Popular destinations for tourist holidays are islands. Trivago (2009), a tourism website, haslaunched a ranking of the “10 most popular islands of Europe“. Seven of the ten islands areSpanish: Mallorca, Gran Canaria, Tenerife, Ibiza, Fuerteventura, Menorca and Lanzarote.For this essay the defined international tourist destination will be Lanzarote. This island isfamous for its unique volcanic landscape and its biosphere reserve. Personally, Lanzarote ismy favourite travel destinations due to family reasons.In the context of marketing, the following five of fifteen Cs of the destination Lanzarote willbe critically reviewed: Crisis, Customers, Communication, Competition andCommodification. The review of these aspects will show how tourism marketing is appliedand which strategies are implemented for Lanzarote to overcome different challenges on thetourism market and stay an attractive and successful tourist destination. (1673 words)