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 Report 

 Instructions 

You will nominate a destination you are familiar with and undertake research from academic and industry sources to prepare a Report. NB: One student per destination per cohort. The Report will examine the following contemporary tourism and hotel issues relevant to the nominated destination in 2018. The Report will be presented as follows: 

1. Introduction (250 words) – clearly identify the nominated destination and explain what your report examines 
2. Body (1800 words) – critically examine and discuss the following contemporary tourism and accommodation issues relevant to your selected destination: ◦ Tourist market potential – identify and explain one (1) new or emerging tourist market segment that would be an appropriate market for your destination ◦ Transport development – explain the influences of contemporary transport developments on the growth and development of your destination ◦ Accommodation development – identify current trends in accommodation development that may influence the development of your destination ◦ Crisis and risk management – identify current and potential crises and risks that should be considered by destination managers 8 | MKT01762 Contemporary Hotel and Tourism Issues (Session 3, 2018) ◦ Social media influence – discuss the influence of social media on the marketing of your destination ◦ Visitor experience development – identify and explain the potential of two (2) contemporary visitor experience sectors for your destination. 
3. Conclusion (350 words) a conclusion that summarises key findings from your report. 
4. Reference List – provide a list of references (industry and academic) used in this report. 

Introduction

The tourism sector is a substantial contributor to the economy of a country. Accommodation facilities in a given tourism sector determine the number of tourists visiting a respective area (Pyo, 2013). In this regard, Amsterdam is amongst the most popular locations of tourist interest. It is recognised as the capital city and it is among the most densely populated urban areas of the Netherlands. Amsterdam receives about 350,000 tourists on an annual basis (Dai, Heinb and Zhang, 2019). 

Tourism attractions in Amsterdam are majorly the canals, and the cultural heritage that is emerging from the 17th century is termed as the 'Golden Age'. This heritage is the trademark for Amsterdam, and it is also listed in the UNESCO list of World Heritage. The museums like Anne Frank Museum, Stedelijk, Van Gogh Museum and Rijksmuseum are globally acclaimed spots of cultural heritage. Moreover, Amsterdam is a significant tourist place for the cruise tourists, and it allows organising exhibitions and conferences for them (van Loon and Rouwendal, 2017).

Furthermore, Amsterdam is native to the educational and research institutions, which comprises of about 40 museums, entertainment centres and theatres. Being the leading cultural area of the country, Amsterdam comprises of 6,750 buildings that are dated from the 16th century to 18th century. These buildings are extended over an area of 2,000 acres and are being divided into 160 canals (Dearsley, 2019). Concerning this, the current report is aimed at critically examining the tourism and accommodation-oriented issues prevalent in the present-day tourism sector of Amsterdam. This report is also directed towards analysing the tourism market’s potential, development, risk management, media influence and visitor experience in Amsterdam.

Critical Examination of Contemporary Tourism and Accommodation Issues in Amsterdam

Tourist Market Potential:

The most attractive tourism destination, Amsterdam is currently looking towards influencing and attracting wealthy and high-spending cultural travellers or tourists. For this instance, the group of cultural tourists is identified as the market segment targeted by the Amsterdam tourism industry (Dai et al., 2018). According to Dai, Hein and Zhang (2019), Amsterdam has been a popular destination for art, historical places, local flavour of the shopping experience as well as special cultural events. Considering these aspects, for the tourism industry of Amsterdam, the suitable emerging tourism segment would be heavy spending cultural cruise tourists. The emerging cultural tourism for this market segment does not only involves visiting monuments or historic sites which are considered as ”traditional” side of this type of tourism, but it further includes exploring the overall patterns of life potentially of the visited sites, since the exploration of cultural processes and products include accumulation of new experiences and knowledge (Dai, Hein and Zhang, 2019). Thus, for emerging market segment of cultural cruise groups, the Amsterdam tourism industry is required to involve exploration of wider knowledge about sites for tourists to have an understanding of different cultural patterns and lifestyle at those particular visited sites. However, it is also observed that daily based cultural-motivated journey of tourists in Amsterdam is categorised into “special activities”, “local flavour” as well as “nature”. Therefore, for cultural cruise tourists, these categories are useful for learning the ways of individuals’ thinking of visited places and exploring the atmosphere of these places. In this way, Amsterdam tourism market has a suitable strategy for the emerging group of cultural-motivated people in the democratic or broader sense (Dai et al., 2018; Dai, Hein and Zhang, 2019). In addition, since the motivation of tourists, is recognised as a determinant of the level of satisfaction among them with potential destination, thus for maintaining a segment of cruise cultural tourists' group, tourism marketers require boosting travelling motivations of passengers (Rath, 2007; Dai, Hein and Zhang, 2019). This aspect would seek them to intensify marketing focus of them and to advertise and offer attractive cultural products and activities for satisfying the targeted group of high-paying cultural cruise group (van Loon and Rouwendal, 2017; Dai, Hein and Zhang, 2019).

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