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How effective is promotion in the Irish tourism industry?

Weinmann, Sarah (2000) How effective is promotion in the Irish tourism industry? Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

"The lure of Dublin is so magical and the attractions endless that you are sure to find yourself planning a return trip before the end of your stay", Image UK. Source: Dublin Tourism Annual Report 1998.
Perhaps its the greenery, the music, the poetry, or perhaps its even the people and the peculiarly Irish commitment to hospitality and fun. But, what promotional efforts essentially attract people to the Emerald Isle? The author felt the importance to address the issue of "How effective is promotion in the Irish Tourism industry?"
Ireland's tourism performance was analysed including recent promotional developments and the problems associated with tourism therein. Promotional efforts to the U.S.A. Britain and France were evaluated, as they are major tourist markets. Irish promotional activities and campaigns mostly use by the tourist industry were reviewed.
The author wished to analyse how promotional efforts were treated by the tourism industry. Surveys were sent to a sample of four or five star hotels in Dublin and the author interviewed an assistant manager of a prestigious four star hotel.
Research and findings concluded that the Irish tourism industry is promoting themselves effectively both in the domestic and overseas markets. They are aware of all the efforts needed and problems associated with sustaining tourism growth.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Tourism Industry
H Social Sciences > HF Commerce > Marketing > Advertising
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: SINEAD CORCORAN
Date Deposited: 26 Aug 2010 11:32
Last Modified: 01 May 2012 14:54
URI: http://trap.ncirl.ie/id/eprint/421

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