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The motivating factors to changing tourism industry within Edinburgh have been the idea of changing social, economical, and cultural perspectives of the industry. Through changing tourism industry, the previously known season and leisure industry has turned into a rich, diverse, and all-year round thereby attracting many tourists, which has eventually transformed Edinburgh in many different ways and perspectives. From the concepts of the aforementioned facts, the following analysis attempts to create an understanding of the appropriateness of strategies applied in a bid to attract tourists within Edinburgh. The appropriateness of Edinburgh tourism strategy is evaluated in terms of suitability, acceptability, and feasibility. Synopsis of the Edinburgh Tourism Strategy Many transformations have taken place within Edinburgh tourism industry over the past two decades. Nonetheless, this has not been by accident. After realizing the significance of tourism industry, Edinburgh decided to develop an effective strategy, which was to enhance the industry in a bid to attracting more visitors and income from the industry. Edinburgh tourism industry developed an effective strategy aiming at making the industry better for the next centuries. The strategy revolved around increasing number of visitors as well as income per visitor. The first step taken by Edinburgh in developing an effective tourism industry strategy was to create a vision, which was aimed at making the business within the industry an all seasoned. Evidently, an all seasoned industry was going to increase the number of visitors as well as income obtained. Edinburgh had two main aims that the strategy aimed at achieving through the vision; increasing tourism value as well as enhancing image and reputation of the city in respect to tourism. Three main objectives was developed and stated concisely in a bid to ensuring that the aims were obtained. These objectives included to increase number of visits, average spending of the visitors, as well as reducing seasonality across the industry of the sector. The main essence of the Edinburgh tourism industry was to achieve and maintain marketing segments mix that had the capacity and capability of delivering good high yield, all seasoned business activities, and promoting ‘virtuous circle’ (Team Tourism Consulting, ETAG, 2011). In addition, the Edinburgh tourism strategy considered some of the track records of success in a bid to making them better and greater. Over the past two decades, Edinburgh has been able to attain specific benefits and success in terms of growth in both the number of visitors as well as the income obtained from the same. It is through future investments that Edinburgh embarked on to achieve specific aims and objectives in the tourism industry. The strategy developed for Edinburgh tourism was to maintain momentum of the growth that has been achieved for the last two decades for the next decades to 2020 and even beyond. Investing into the future as defined by this strategy involved continuous reinvesting in existing products as well as innovating in new product developed and other new forms of marketing. Marketing mix was an important aspect of the strategy aimed at making the tourism industry better and greater. Investing into the future also involved obtaining more resources such as human resource through enhanced employment strategies (Team Tourism Consulting, ETAG, 2011). The Edinburgh tourism strategy also identified strengths and challenges in attaining such visions, aims, and objectives. Product strengths
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