Adventure Peak: Redefining UK Tourism Case Study

Introduction - Strategic Insights into Adventure Tourism Growth

The tourism-related service sector in the UK is an extensive field having an important position in the financial system of the nation as a whole. It covers an extensive variety of careers, careers, and business endeavours. The travel business provides for an extensive spectrum of tourist interests and passions, from the welcoming hospitality sector to the painstakingly organised trips by tour companies, as well as the historical gems of historic sites to more exciting thrills of adventure. Tourism and accommodation, involving an assortment of choices like accommodations, boarding schools, and holiday homes, constitute one of the sector's primary parts. In addition, travellers and travel organisations make it simpler to arrange an excursion, whereas popular vacation spots and places of interest offer opportunity for discovering the past and the present.

An adventurous tourism company called “Adventure Peak” wants to enthral both travellers and residents through thrilling excursions. This unique company proposal delivers an enjoyable alternative to traditional tourism by organising unique and thrilling journeys across the United Kingdom. Carefully chosen Edinburgh as the location of our corporate headquarters and servicing locations to be constructed Adventure Peak. The city of Edinburgh allure comes through its nearness to an array of adventurous places, including the uncontrolled Cairngorms National Park, the rugged Scottish Highlands, and the attractive beachfront districts. This choice ensures that modern city soothes and beautiful landscapes are readily accessible to buyers. These are several explanations reasons the notion of a thrilling travel business is intriguing. Firstly towards everything, it attracts to thrill-seeking fans of every background and ties in beautifully into the increasing tendency of tourism for adventure. Furthermore, it offers the opportunity to point out the UK's broad variety of outdoor activities, supporting environmentally friendly and ethical travelling. An organisation is a corporation that conducts in financial operations in order to generate goods or services to satisfy the requirements clients have while earning profits. On one hand, business research involves the systematic payment, examination, and understanding of information to encourage intelligent making decisions within an organisation.

Objectives

• To increase market share by 20% in the next 2 years, with the goal to position oneself among the United Kingdom's top adventurous tourism brand
• To boost revenue by 10% in the upcoming year through an aggressive promotional and acquiring clients method.
• Aim to reduce the 20% carbon footprint in the next 2 year through integrating environmentally friendly procedures into every aspect of company.

Stakeholder Analysis

Irrespective of the structure of an organization's 'interest' in the business, customer assessment is a crucial tool for strategy which assists companies find and evaluate the broad spectrum of individuals and organisations having an ownership stake in the way they operate. The comprehensive inquiry is an anticipatory attempt to fully understand the numerous parties that may have an impact on or be affected by the operations of the company (Fletcher, et.al, (2018). Organisations are able to prepare for an assortment of circumstances business might face while interacting with or getting at conflict with multiple stakeholders by efficiently carrying out a stakeholder assessment. In the beginning, an organised system for identifying stakeholders based upon their level of involvement and effect is provided by stakeholder research for enterprises. Businesses have the capacity to set priorities for their participation activities due to this category that is frequently included in a power-interest matrix.

Low-interest customers might require little in the way of focus, but high-influence, high-interest customers require serious involvement and management of relationships. Evaluation of stakeholders additionally assists with risk management and assessments. Organisations may avoid issues from developing through recognising groups who may possess different goals or concerns. These groups of people can then be targeted for reduction. Through doing this, the organisation will be certain to be prepared to face whatever challenges caused on by the different demands or needs of stakeholders. Stakeholder research is crucial in modern environmentally friendly and interconnected business environment (Madura, 2007). It permits companies to consider into consideration interest beyond the interests of their conventional the stockholders, including interests of their staff, consumers, government agencies, environment organisations, and the communities where they operate. Ignoring their best interests may damage credibility, expose up litigation, and hamper the growth of business development.

SWOT & PESTLE Analysis

SWOT analysis 

PESTLE analysis

The PESTLE assessment highlights outside variables impacting company's performance, whereas Adventure Peak's SWOT assessment suggests corporate advantages and drawbacks. Sustainability in the adventurous tourism industry depends on exploiting strengths and recording opportunities whilst fixing weaknesses and avoiding dangers (Griffin, (2015). Planning a strategy and marketplace versatility in an ever-changing environment additionally involve a comprehension regarding outside political, economic, social, legal, technological, and ecological concerns and their repercussions on company.

Market Research

Overview

The methodical approach of acquiring, analysing, and comprehending information regarding a specific market, its clients, and its surrounding environment is referred to as market analysis. The objective of this study is to collect valuable data about market conditions, consumer pReferences, rivals, and other factors which could influence businesses choices as well as future plans.

UK tourism service industry

A broad spectrum of businesses, comprising lodging establishments, tourist attractions travel firms as well as agents, and further, have been included in the UK tourism services industry. Concern industry is essential to the financial condition of the whole country and attracts both foreign tourists and domestic. Increased fascination with environmentally friendly and environmentally friendly travelling is an outcome of increasing awareness about the environment. Visitors seek out facilities that promote moral behaviour.

National tourism has grown as more individuals visit within their own nations as a consequence of the COVID-19 epidemic. Opportunities for neighbouring adventure tourism businesses are offered by this development. The travel sector embraces technological advances and innovations in mobile applications, augmented reality tours, and internet-based reservations systems have boosted the experience of travelling as a whole (Griffin, (2015). The COVID-19 pandemic produced a significant negative influence on the tourism industry, resulting in problems, closings, and lower tourism. The precise time period for recovery is yet unclear. Organisations could encounter challenges as a consequence of modifications in travelling laws, including issues concerning requirements for visas as well as security precautions. Monitoring shifting laws is important.

Potential client (Demographic)

Statistical data 

• Needs and demands- Adventure Peak is going to satisfy the desire for thrilling and distinct travelling experience. The neighbourhood marketplace longs for escapes from everyday life, an opportunity to see the United Kingdom's splendour of nature, and chances for excitement. There's an interest for specialised experience programmes which integrate sports including climbing rocks, hiking, and animal interactions with competent instruction, as demonstrated through word-of-mouth and rave evaluations from adventurous aficionados (Saunders, Lewis and Thornhill, 2012). By developing custom expedition journeys that place security and environmental responsibility first, Adventure Peak is going to fill this gap. With the support of team of experts, it will put together an assortment of experience programmes to suit all preferences. The neighbourhood experience society will grow to have optimism regarding goods and services as a consequence of the evaluations and suggestions of the customers we serve.

Competitors analysis

Market research for Adventure Peak has provided us significant data about prospective clients, their preferences and requirements, and the competitive landscape of the UK adventurous travel industry. The information gathered will inform the business's approach and support in effectively modifying item offers according to the needs of demographic we are targeting. 

Business strategy

A company strategy is an in-depth strategy that outlines the objectives, objectives, targets, and actions that a company is going to undertake towards achieving these objectives. It involves decisions on how to allocate resources, markets to target, specialisation, and position in competition (McKeever, (2018). A properly developed plan of action leads an enterprise towards for a long time growth and achievement.

Marketing mix 

• Product- Hiking, climbing walls, animal excursions, and other types of adventure travel experiences are readily accessible at Adventure Peak. it concentrate on offering unique personalised expedition experiences that accommodate different tastes in an effort to optimise this component of the advertising strategy. To keep ourselves compete and fulfil the evolving requirements of adventurous travellers continuously improve and expand the range of offerings.
• Price- Adventure Peak attempts to strike the right equilibrium among price and quality, despite the fact that charging approaches in the adventurous travel industry may differ greatly. For a long time plans for pricing includes rewards programmes and incentives for recurrent buyers, while temporary pricing techniques use affordable rates to entice in new clients. The cost our services are in line with the quality and expertise that gives.
• Place- Travel to adventures offerings are mostly supplied or marketed on internet avenues (Alexandra Twin,2023). Other a website that is easy to use, a proactive social networking being there, and cooperation with travel-related organisations, they making the best use of powerful digital footprint.
• Promotion- The marketing of Adventure Peak demands an array of approaches. Online marketing attempts, optimisation for search engines (SEO), and pay-per-click campaigns are a few instances of immediate strategies for grabbing interest.

Financial assessment 

Profitability statement 

Considering the outcome of income statement it can be entailed that proposed new venture will positively contribute towards business growth or success in monetary terms. Benchmarking technique will be used for exerting control over expenses which further results into high profitability. 

Digital applications/software

Adventure Peak must implement an online reservations and ticketing platform. Consumers may explore distinct adventurous containers, choose their preferred times, and submit safe deposits electronically through computer programmes like "Bookly" or "Checkfront." That speeds the entire booking procedure and gives up-to-the-minute inventory data. To process transactions safely, Adventure Peak will require an effective banking system. Popular choices like "Stripe" and "PayPal" enable smooth transactions on the internet, ensuring client convenience and trust. A CRM programme like "Salesforce" or "HubSpot CRM" could prove useful for overseeing interactions with customers, monitor requests, and develop prospects. It allows personalised a connection and insures pleased consumer. Accounting applications like "QuickBooks" or "Xero" is going to be employed by Adventure Peak for managing payment, expenditure evaluation, and reporting of finances. A robust social networking audience and a website that is attractive are crucial for promotion.

Adventure Peak is going to use social networking management platforms like "Hootsuite" or "Buffer" for scheduling content and engagement, as well as web design platforms including "WordPress" or "Wix" building the online presence. It's essential to take care of the image of the company as well as internet reviews. Reviews from clients are monitored and addressed with the support of tools including "Yelp for Company" and that "Google My Company." Email advertising instruments like "Mailchimp" or "Constant Touch" are going to be employed to communicate with consumers and marketplace excursion bundles (Teodora Corbu, 2023). These instruments make segmentation of audiences and personalised newsletters conceivable. Adventure Peak intends to enhance efficiency, enhance relationships with customers, and retain its edge in the adventurous tourism sector by integrating various online software and instrument technologies into the way operate. Such instruments will be crucial to streamlined operations as well as offering excellent client service.

CONCLUSION

By summing up the report it can be stated that through delivering customised adventurous programmes in the dynamic city of Edinburgh, Adventure Peak would become able to get the desired level of outcome or success. It has established the precise requirements as well as tastes of the regional outdoor enthusiasts, and that adjusted products and services according to the client’s requirement. It puts equally much emphasis on both immediate and distant goals within the company's approach. With competitive prices, online advertising, and an established the internet being there, they intend to swiftly enter the sector. Long-term strategy of an organization put an extreme value on creating long-term prosperity via increasing retention of clients, awareness of the brand, and experience choices. Furthermore, our adherence towards security, environmental sustainability, and responsible travel is consistent with changing consumer needs. The application of modern digital apps and software optimises procedures and enhances the consumer encounter. Given unique provides, client-focused the study of philosophy, and tactical preparation, Adventure Peak has the opportunity for success in the adventure travel industry. Business entity believes that company may grow and flourish in this rapid and competitive company by offering thrilling & attractive packages, maintaining security requirements and developing interactions with clients.

REFERENCES

Books and journals

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Altinay, L., Paraskevas, A. and Jang, S. (2016) Planning research in hospitality and tourism. Second edition. Routledge, Taylor & Francis Group. 

Fletcher, J., Fyall, A., Gilbert, D., Wanhill, S. (2018) Tourism: principles and practice. Harlow: Person Education. 

Fullen, S.L. and Podmoroff, D. (2006) How to write a great business plan for your small business in 60 minutes or less. Ocala: Atlantic Publishing Company. 

Griffin, M.P. (2015) How to Write a Business Plan: A Step-by-Step Guide to Creating a Plan That Gets Results: AMA Self-Study. 

Madura, J. (2007) Introduction to Business. 4th edn. Thomson Higher Education. Available in Additional Resources in Moodle. 

McKeever, M. (2018) How to Write a Business Plan. Berkeley, California: NOLO.

Murray, J.W. (2008). The Complete Guide to Writing Effective and Award-Winning Business Proposals: Step-by-Step Instructions. Ocala: Atlantic Publishing Company. 

Saunders, M., Lewis, P., Thornhill, A. (2012) Research methods for business students. 6th ed. Essex: Financial Times, Prentice Hall

Online

Alexandra Twin, 2023. The 4 Ps of Marketing and How to Use Them in Your Strategy Online. Accessed through: < https://tinyurl.com/4hpdxuck> Accessed on: 16/09/2023. 

Teodora Corbu, 2023. Top Digital Apps to take your business to the next level. Accessed through: <https://digitalya.co/blog/top-digital-apps/> Accessed on: 16/09/2023.