Analysis of a tourist destination

Abstract

My proposal for this project is the management analysis of Peñíscola in the tourist aspects of the village and suggest some improvements. The first part of the analysis is to develop a complete and deep description of the town in all the appropriate areas for this analysis, including the history, the location, the access, the segmentation, the characteristics (dividing them between the Old Town and the New Town), the demography, the local festivities, the gastronomy, the climate and the recognitions and prizes. The next step is the fixation of the strategy and the objectives that are going to be followed to provide adequate solutions to the detected problems. The following point to deal with, is the elaboration of a marketing plan, dividing it into the internal or external factors. The external analysis will have the PESTLE analysis and an investigation of the potential competitors. The internal analysis will be composed by the identification and qualification of the tourist resources and the SWOT analysis. Lastly, some suggestions and solutions to the town’s weak points and elaborate an improvement plan to be taken into consideration for the future. The scope of action will be at the local level, so the investigation will be specially focused only to the town in question but the study of the external factors that could affect the town will be at a wider level.