Marketing Strategy of Tourism Destination - Coursework Example

The qualitative research explores secondary resources, the Beijing Municipality, and other publications directly related to Beijing, China’s marketing decisions. The research is therefore subjective to interpretation, as it does not seek to explain how much money was (or will be) used, but the manner in which funds, policy, and rational marketing plans are being utilized by Beijing to promote economic wealth. The research approach is descriptive and based on the idea of a rational planning paradigm. It asks what Beijing’s prior planning policies were, how these have changed, and what the future implications are. The research study utilizes several schools of thought regarding marketing strategy to form the final conclusion that Beijing’s marketing strategy has responded effectively to several marketing ideals. The results are the assurance of an environmentally conscious marketing plan has strong potential towards a global initiative of Beijing as a ‘new’ city with the foundation of historical regional culture. The final recommendation is for Beijing to establish its post-Olympic vision; maintain consistency in the application of resources; look for innovative ways to exceed the Olympic expectations.

Chapter 1 Introduction

            In 2001, after much debate and deliberation, the Beijing bid to host the 2008 Olympics was approved. While this sparked some controversy amongst several nations (the United States and Taiwan) and human rights activists, the emergent marketing strategy Beijing utilized to promote its place as a world-leading, global technology, and the environmentally sound nation has been nearly unparalleled by any other tourism marketing initiative. The municipal city government has allocated billions of funds, derived from public, corporate and private resources, to develop and implement an international marketing strategy. This strategy includes several dimensions that will likely have a permanent impact on the economic and political stages for Beijing.

            The following research paper explores these economic and political histories, resources, and strategies that existed prior to, and because of, the 2008 Beijing Olympics. The research first explores the background and history of Beijing, followed by an analysis of the current marketing strategy components. This is followed by a review of the research methodology as being a descriptive case study of the marketing strategy implemented by Beijing. Final conclusions are made regarding the current strategy. The consequent recommendations are developed with implications towards a post-Olympic marketing strategy with the goal of sustainable marketability for Beijing hospitality and tourism.

Aims and Objectives

The aims of this research are to examine the marketing strategy of Beijing as it is related to public policy and resource allocation.