LANZAROTE,

EUROPEAN SPORT
DESTINATION

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Contents
Introduction ................................................................................................................................ 2
1.1.

Destination Management ................................................................................................ 2

1.2. Total Quality Management and Destination Management ................................................. 3

1.3.

Attributes of a Good Destination .................................................................................... 4

Part two ...................................................................................................................................... 5

ClubHotel Riu Paraso Lanzarote .............................................................................................. 7
ClubHotel Riu Paraso Lanzarote and Destination Management .............................................. 7
Conclusion ............................................................................... Error! Bookmark not defined.

Introduction
In the present study Destination management and marketing is aimed to be studied.
All round the world tourism industry has expanded. Every year people travel all around the
world to find the best destination which could entertain them and provide the best enjoyment.
The tourism industry has flourished across the globe and lead to the advancement in this
regard. In the study the role of destination management will be analysed. The destination,
which has been chosen for the present study is Lanzarote in Spain. This destination is a
famous tourist attraction of Spain. There are many sport activities which happen on this
destination such as surfing, diving, marinas, fishing and many more. Lanzarote has a rich
marine life at its sea bed and it offers a lot of opportunities for the water sport. In the study a
deeper analysis of this destination will be conducted. The different organisations that manage
the different sporting events will also be discussed.

1.1.

Destination Management

Destination Management is a term that can be described as constant orientation of the

services and service providers that helps to cater the needs of the guests. In destination
management it is trying to fulfil the expectations, experiences and needs of the guests (Pike,
2013). The subjective feeling of the guest during his stay and his satisfaction are one of the
vital factors to be considered in Destination Management.
There are some common points which are considered while Destination management is
discussed such as awareness about the destination. It is assessed that how far people are
aware of the destination (Beerli & Martin, 2004). Most of the time in the mountain or rural
areas there are sites which offer a great sightseeing and beauty to the tourists, but are rarely
visited due to unawareness of the people of the destination. Therefore, it is very important
that the destination must be managed and marketed in a well-defined manner to the tourists.
A proper orientation must be provided to the guests and potential guest about the features of
the destination. The second point is the image of the destination (Petrick & Backman, 2002).
The destination image is an important element and it plays a vital role in the decision making
of the tourists and guests. Destination image can be described as image held by people about

the destination in which they do not live in (Ryan, 2002). Destination image plays a vital role
in the defining the intention of an individual about framing and analysing the behaviour of an
individual. There are two important roles played by the Destination image. It has a major
influence on the choice of the tourists and his decision of choosing a destination. It also has
an impact on the evaluation of the tourist which he makes about the Destination (Lee et al.,
2004).

Thus, Destination Management can be described as compilation of an image,

impression and belief that is based on the information which has been passed from various
sources. The representation of the information that has been passed is based on the mental
representation and benefits which have been derived from the destination (Wong et al., 2014).
The quality of the Destination is another vital point which has an impact on the Destination
Management. Every destination offers services and attractions for the users. These services
and attractions should help to attract the attention of the tourists. Quality should be
maintained with the help of the Destination Management (Alexandris et al., 2006). The
concept of Destination Management has also emerged to maintain the quality of the services
and offers provided to the tourists.

1.2. Total Quality Management and Destination Management

The total quality management system is an approach which is used to enhance the quality and
standard of the Destination. This approach is specifically developed to help the travel agents,
tourist companies and hotels and restaurants. This approach helps to provide a satisfying
experience to the tourists. The focus of the Total Quality Management is on safety,
hospitality, sanitation, security and event management of the Tourist organisations (Kozak,
2001). There are various factors which have a significant impact on the perception of the
tourists, his/her level of satisfaction. The success of the destination depends upon the
satisfaction of the tourist. If a visitor will be satisfied with the services provided by the
different tourist agencies, travel agents, hotels, restaurants and hotels he will think about
revisiting the destination (Yoon & Uysal, 2005). Moreover, he will also recommend others
to pay a visit to a destination. Hence, with the help of the TQM, popularity of the destination
will also increase

1.3.

Attributes of a Good Destination

There are some attributes which help to assess and enhance the attraction level of the

destination. There are certain factors which can appeal different group to come and visit the
destination. The destination must offer attraction for all ages of the people. It helps the
families when they desire to visit a place which offers entertainment for the whole family.
The variety of experiences provided to the tourists help to draw long term results and helps to
attract the attention of the potential customers. The destination must be managed in an
effective way; it should not be too congested that it might lose its natural beauty and essence.
It should be attractive and natural (Chen & DungChun , 2007). Every destination has its own
features and these features must be enhanced with the help of Tourism and Destination
management. If a destination is in some mountainous areas, then activities like trekking,
mountain climbing should be arranged for the tourists. Likewise Marketing could also help in
this regard. Different events should be arranged by the tourist companies in order to enhance
the significance of the destination (Mariani & Dimitrios, 2014). Destinations at mountains
could be a brilliant idea for group trekking. Similarly, destinations where there is sea or beach
nearby can arrange for the surfing, swimming, boating and so on. Hence the attributes of a
destination must be effectively in order to enhance the image of the destination.

Part two
In the present study the destination that has been chosen to be analysed is Lanzarote.
It is considered as a bigger island among the small complex of islands in the Atlantic Ocean.
In the recent years there has been an increase in the number of the tourist visiting the
destination. There is a reserve of the biosphere on the island since 1994. There is an
ecosystem of volcanic origin on the island. Exceptional landscape and desert are one of the
attractive features of the island. Lanzarote is a promising tourist attraction. Transparent
water, an oasis of palm trees and Moonlike landscape offers a great scenic beauty for the
tourists. Hence it is a destination which promises a full year entertainment package for the
tourist with exotic beaches, volcanic valleys and sunny days. There are many wonders of
geology at Lanzarote. There are about more than 100 opened mouth volcanoes. There is
spontaneous and pure beauty on the island promising the visitors to admire its beauty and
pasta. The case of the present study has been taken up in order to analyse the existing
destination management plans in the region. Moreover Clubhotel has been considered in the
present study to analyse the position of the hotel in promotion, tourism and destination
management on Lanzarote Island.
Due to beautiful sea and exotic marine life, the island is considered best for the water
sports all around the world. There are largest marine reserves of Europe on the island. It is
considered as one the best site for the divers all around the Europe. There is a mild
temperature of the water all around the year and has a beautiful transparent view which adds
to its beauty. There are multiple aspects of surfing on the island. The north and west coast of
this island are best for variety of surfing whereas the north east coast is famous for
windsurfing throughout the year.
In order to enhance the Destination management various schools have been set up on
the island where people learn about diving. It has helped to enhance the sport activity and has
also driven source of income for the professional divers who can offer their services to diving
schools. On the island there are various sea sport activities and like deep sea fishing, jet
skiing, parasailing and many more sports. The best thing about the island is that it offers
multiple sport, attractions for the people as the destination do not have beautiful beaches only
but also open mouthed volcano mountains. These mountains are a great source of attraction
for the mountain climbers and hikers. The popular sport activities on the island are trekking,

gliding, caving, climbing and mountain biking. The routes which have been set up for
trekking offer a great view of scenic beauty to the visitors. Hence an Island is a small, quiet
but there are several spots on the island where more and more treks could set up by the local
tourist companies it will help to attract more tourists. This will generate income for the local
tourist companies and it will also help the companies to enhance the tourism value in the
region.
Recently a new brand has been launched on the island known as the Lanzarote
European Sports Destination. This new Tourist brand has been launched by the Lanzarote
European Sports Destination Brand. This has been sponsored by the Lanzarote Tourist Board.
The aim behind this launch is to promote the destination as one of the leading world sporting
destinations. It will help to promote the sustainable development and progress on the island
with the help of the increased revenue generated through Tourism and sports activities. It will
help to launch new sport activities on the island. The agenda is to make the island an
international sports destination. This has been planned with the help of effective
infrastructure and facilities for the tourists on the island. It is aimed to provide best services
for both and women coming to the island and to entertain and engage them in healthy sporty
activities.
Sport tourism development is a strategy which is being adopted by most of the
tourism destinations around the world. There are multiple aims of this strategy as it helps to
achieve product differentiation, competitive advantage and its enhancement, socioeconomic
development at large scale and promotion of multiple cultures. In this context water Sports
plays an important role. New trends in tourism have been introduced recently. These trends
have led to the active participation of the sports in the tourism. This has combined two
concepts together of sports tourism and tourism, sports (Dolnicar, 2008). According to this
concept everything must participate in the tourism. There are great numbers of tourist who
come to the island every year and these tourists are now offering various opportunities to
engage themselves in the various sport activities. There are two golf courses on the island and
another golf course is under planning and construction on the island. Moreover the location
of these golf courses is on the beautiful location across the resorts. They offer multiple views
of the oceans and the volcanic cones.

2.1. ClubHotel Riu Paraso Lanzarote

The organisation that we have selected to analyse its role in the Destination
Management of the Lanzarote is ClubHotel Riu Paraso Lanzarote. The hotel is situated on
the Playa de Los Pocillos Spain. There are hundreds and thousands of people visiting this
hotel while coming to Lanzarote. It offers the best holiday plan with the family on the island.
There are many attractions which are offered to the visitors in the hotel. The hotel has four
swimming pools and there is a gym in the hotel. Services like Jacuzzi, solarium terrace, biosauna and Spa centre offered to the visitors. There is an extensive beach along the hotel and it
has fine clear water.
In the hotel, the best food is given to the visitors made by the experienced chefs.
Variety of food is prepared by these chefs and is served in buffets during the meals. Hotel
offer activities for different age of people and different sport can be played at the hotel.

2.2. ClubHotel Riu Paraso Lanzarote and Destination Management

Clubhotel can increase its rating and credibility among the customer by participating
in the Tourism Industry and plan recently developed by it. At present there are facilities in the
hotel and customers who come to stay at a hotel can avail these services. European Sports
destination has planned to make the destination a popular sport destination. Under this
programme there are a number of sport activities can be offered to the visitors such as
Trekking, diving, windsurfing, parasailing, jet skiing, sport fishing, kayaking, kite boarding
and boat trips (Paajanen, 2012).
According to the programme through different companies, the Spanish association of
water sports destination aims to promote the water sport activities at large scale. A company
can avail this opportunity by offering different courses for the students to learn different
sports. It will be an additional feature for the customer, as he can come and get training from
the experts. Lanzarote has warm water around the year and temperatures rarely falls below 19
degrees. The hotel has a beautiful beach and swimming pools, swimming classes can be
offered which would help to promote the sport. Later on a small contest can also be arranged
in this regard. The hotel has not done this so far and will help to increase the credibility of the
hotel with this activity.

Visitors who are fond of hiking and mountain climbing must be provided a guide and
it is also strongly recommended that transport towards the sport and safety must be ensured.
With the help of this activity hotel can later collaborate with different companies and can
own its vans and automobiles for such visits. Similarly, the Atlantic water is perfect for the
scuba diving and it is best to experience the exotic marine life. The yacht charter plan is also
a part of the Sport destination programme initiated by European sports destination. Hotel has
a wide range of customer and 99% of the customers are the tourists. These tourists can be
offered a complete family trip to the beautiful parts of the island. The hotel can own its own
yachts and these should be offered to the visitors for the round trips.

Part three
From the above case study it can be analysed that Destination Management is an
important element in the tourism industry. There are three important questions which have
been answered in this study. How Destination Management is being handled on the island?
Which activities can help to enhance its value and lastly what are the mistakes made by the
Clubhotel in this regard.

Conclusion
In the present study the case of Clubhotel has been analysed. On Lanzarote island the
geographical aspects of the island offer great opportunities for water sports. The mild climate
and beautiful water of the island is rich in marine life and bliss for water athletes. Club hotel
has many facilities which are already being offered to the customers, but ere are many
opportunities that can be availed by the hotel. Sports like scuba diving, surfing, stand-up
paddling, kite surfing shall be promoted to enhance the sport tourism value of the island.

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