Nottingham University Business School
Undergraduate Programmes
BUSI2167 Managing & Marketing Tourism
Choose a destination that you consider to have been affected
by ‘overtourism’, and justify this choice. Outline the main
causes for, and consequences of, overtourism for this
destination. Discuss relevant destination management and
marketing tools and techniques that could be used to help
overcome the problems of overtourism in this destination.
Word Count: 3,084 words
, Table of Contents
1. INTRODUCTION .......................................................................................... 2
2. METHODOLOGY ......................................................................................... 2
3. BACKGROUND............................................................................................ 3
4. MAIN CAUSES OF OVERTOURISM............................................................... 3
5. ANALYSIS ON ENVIRONMENT AND ISSUES ................................................. 4
5.1 TOURISM POLICY AND GOVERNANCE ............................................................................. 4
5.2 ECONOMIC PERFORMANCE ............................................................................................ 5
5.3 EMPLOYMENT, DECENT WORK AND HUMAN CAPITAL....................................................... 6
5.4 POVERTY REDUCTION AND SOCIAL INCLUSION ................................................................... 6
5.5 SUSTAINABILITY OF THE NATURAL AND CULTURAL ENVIRONMENT ................................ 7
6. DISCUSSION ON STRATEGIC MANAGEMENT & MARKETING ....................... 8
6.1 DIVERSIFICATION MANAGEMENT & MARKETING (Opportunity) ..................................... 9
6.2 MARKETING NEW ITINERARIES FOR CULTURE TOURISM (Strength) ............................. 10
6.3 REVIEW AND ADAPT REGULATIONS AND POLICIES (Threat) .......................................... 11
6.4 ENSURE LOCAL COMMUNITIES BENEFIT FROM TOURISM (Weakness) .......................... 12
6.5 COMMUNICATION AND GOVERNANCE (Weakness) ......................................................... 13
7. COVID-19 ................................................................................................. 14
8. CONCLUSION............................................................................................ 15
9. REFERENCES ............................................................................................. 16
1
, 1. INTRODUCTION
Curiosity is a powerful motivational force. It leads the traveller all around the globe to
search for experiences, to see other people and their cultures. (Shaw & Williams, 2004) In
the present world, although increased mobility and the growing middle class has granted
more people the ability to travel, it has ultimately caused numerous destinations to suffer
from overtourism.
Overtourism occurs when a tourist destination is unprepared to supply for the influx
of tourists demands, thus resulting in negative perceptions in quality of life by citizens and/or
in quality of visitor experiences; along with the destruction of the destination’s natural,
economic and socio-cultural environment. (UNTWO, 2018) Siem Reap, where Cambodia’s
famous UNESCO World Heritage Site – Angkor Wat is situated, was one of the fallen victims
to overtourism.
Being the most significant tourism asset in a poor country, Angkor was exploited to
the max by Cambodia’s tourism industry. However, the rapid developments in Siem Reap
are unplanned, causing pressures on local resources while the local community receives
minimal economic benefits from the tourism activities.
2. METHODOLOGY
The report investigates the overtourism issue in Siem Reap. First, the main causes of
overtourism were outlined. Second, an analysis on Siem Reap’s tourism environment and
issues were made by utilising the “5 Pillar Framework in Sustainable Tourism for
Development”. Third, management and marketing strategies that might help resolve the
overtourism situation was discussed.
A qualitative approach was adopted, and the case analysis was investigated through
reviewing secondary data including articles, news posts and tourism statistic reports.
2
Undergraduate Programmes
BUSI2167 Managing & Marketing Tourism
Choose a destination that you consider to have been affected
by ‘overtourism’, and justify this choice. Outline the main
causes for, and consequences of, overtourism for this
destination. Discuss relevant destination management and
marketing tools and techniques that could be used to help
overcome the problems of overtourism in this destination.
Word Count: 3,084 words
, Table of Contents
1. INTRODUCTION .......................................................................................... 2
2. METHODOLOGY ......................................................................................... 2
3. BACKGROUND............................................................................................ 3
4. MAIN CAUSES OF OVERTOURISM............................................................... 3
5. ANALYSIS ON ENVIRONMENT AND ISSUES ................................................. 4
5.1 TOURISM POLICY AND GOVERNANCE ............................................................................. 4
5.2 ECONOMIC PERFORMANCE ............................................................................................ 5
5.3 EMPLOYMENT, DECENT WORK AND HUMAN CAPITAL....................................................... 6
5.4 POVERTY REDUCTION AND SOCIAL INCLUSION ................................................................... 6
5.5 SUSTAINABILITY OF THE NATURAL AND CULTURAL ENVIRONMENT ................................ 7
6. DISCUSSION ON STRATEGIC MANAGEMENT & MARKETING ....................... 8
6.1 DIVERSIFICATION MANAGEMENT & MARKETING (Opportunity) ..................................... 9
6.2 MARKETING NEW ITINERARIES FOR CULTURE TOURISM (Strength) ............................. 10
6.3 REVIEW AND ADAPT REGULATIONS AND POLICIES (Threat) .......................................... 11
6.4 ENSURE LOCAL COMMUNITIES BENEFIT FROM TOURISM (Weakness) .......................... 12
6.5 COMMUNICATION AND GOVERNANCE (Weakness) ......................................................... 13
7. COVID-19 ................................................................................................. 14
8. CONCLUSION............................................................................................ 15
9. REFERENCES ............................................................................................. 16
1
, 1. INTRODUCTION
Curiosity is a powerful motivational force. It leads the traveller all around the globe to
search for experiences, to see other people and their cultures. (Shaw & Williams, 2004) In
the present world, although increased mobility and the growing middle class has granted
more people the ability to travel, it has ultimately caused numerous destinations to suffer
from overtourism.
Overtourism occurs when a tourist destination is unprepared to supply for the influx
of tourists demands, thus resulting in negative perceptions in quality of life by citizens and/or
in quality of visitor experiences; along with the destruction of the destination’s natural,
economic and socio-cultural environment. (UNTWO, 2018) Siem Reap, where Cambodia’s
famous UNESCO World Heritage Site – Angkor Wat is situated, was one of the fallen victims
to overtourism.
Being the most significant tourism asset in a poor country, Angkor was exploited to
the max by Cambodia’s tourism industry. However, the rapid developments in Siem Reap
are unplanned, causing pressures on local resources while the local community receives
minimal economic benefits from the tourism activities.
2. METHODOLOGY
The report investigates the overtourism issue in Siem Reap. First, the main causes of
overtourism were outlined. Second, an analysis on Siem Reap’s tourism environment and
issues were made by utilising the “5 Pillar Framework in Sustainable Tourism for
Development”. Third, management and marketing strategies that might help resolve the
overtourism situation was discussed.
A qualitative approach was adopted, and the case analysis was investigated through
reviewing secondary data including articles, news posts and tourism statistic reports.
2
