Critically review the 15 C´s in the context of the marketing of an international tourist destination: Lanzarote

Essay, 2011

12 Pages, Grade: Merit


Table of Contents

1. Introduction

2. Lanzarote

3. The 5 Cs of Lanzarote
3.1. Crisis
3.2. Customers, Co-Creation and Visitor Experience
3.3. Communication
3.4. Competition
3.5. Commodification

4. Conclusion

5. References

Critically review the 15 C's in the context of the marketing of an international tourist destination of your choice

1. Introduction

Strategic tourism marketing analyses future issues and challenges on the tourism market. The objective of this analysis is to define innovative marketing strategies for tourism products in order to be successful on the market.

A tourist destination is an integrated tourism product which needs well defined marketing strategies. Only a continuous analysis, definition and implementation of strategies help tourist destinations to gain a competitive advantage.

Popular destinations for tourist holidays are islands. Trivago (2009), a tourism website, has launched a ranking of the “10 most popular islands of Europe“. Seven of the ten islands are Spanish: Mallorca, Gran Canaria, Tenerife, Ibiza, Fuerteventura, Menorca and Lanzarote. For this essay the defined international tourist destination will be Lanzarote. This island is famous for its unique volcanic landscape and its biosphere reserve. Personally, Lanzarote is my favourite travel destinations due to family reasons.

In the context of marketing, the following five of fifteen Cs of the destination Lanzarote will be critically reviewed: Crisis, Customers, Communication, Competition and Commodification. The review of these aspects will show how tourism marketing is applied and which strategies are implemented for Lanzarote to overcome different challenges on the tourism market and stay an attractive and successful tourist destination. (1673 words)

2. Lanzarote

Lanzarote is part of the seven Canary Islands in Spain and its capital is Arrecife. It is located in the Atlantic Ocean, in front of Fuerteventura Island and the south coast of Morocco with an area of 845.93 km2 and a population of 141.437 inhabitants (Instituto Nacional de Estadística, 2010). The island is known as “Isla de Fuego” (Fire Island) or “the Black Pearl of the Atlantic Ocean” due to its large number of volcanoes. Since 1993, Lanzarote is under the protection of the Biosphere Reserve of UNESCO (Turismo Lanzarote, 2010). The average annual temperature is about 21°C, which represents an eternal spring and therefore a perfect tourism destination (ibid).

3. The 5 Cs of Lanzarote

3.1. Crisis

There have been several crisis of economical, financial or natural character during the last years which have strongly influenced the tourism market.

Since 2007, tourism activity decreased in all countries, and especially in Spain. The evolution of the Gross Domestic Product (GDP) for tourism from 2006 to 2009 on the Canary Islands has reduced by 13%, as shown in the following figure.

Evolution of the Tourism GDP between 2006-2009 for Canary Islands (in millions of Euros and annual variation in percentage)

illustration not visible in this excerpt

Source: Exceltur, 2010.

For Spain, the tourism activity represents about 10% of the Gross Domestic Product (GDP) and for the Canary Islands it almost 30% of the GDP. Furthermore, almost every third person is working for tourism industry on the Canary Islands, so the crisis had a very strong influence also on the employment rate.

Comparison of the tourism impacts in the Canary Islands with other regions in Spain (2009)

illustration not visible in this excerpt

Source: Exceltur, 2009.

Besides the economic recession, another important issue that plays against Lanzarote is the depreciation of Pound Sterling against the Euro, as United Kingdom is the main source market. The difference in the exchange of money is causing that these tourists travel to countries like Egypt or Turkey (Hosteltur, 2009).

Furthermore, the UNESCO has threatened to cancel Lanzarote’s biosphere status due to illegal building along the coast (Independent, 2010).

In order to improve the situation of the tourism industry, the Chamber of Commerce has launched initiatives regarding the crisis in Lanzarote. Some tools are promotion, innovation, creation of employment, support for family businesses and training classes to improve the competitiveness. One of their slogans was “Taking the initiative: The best response to the crisis” (Empresarias, 2009).

But not only official institutions reacted to the crisis. Ryanair, the budget airline, takes advantages of extended airport hours in order to offer flights from and to Lanzarote in 2011 outside the normal working hours of the airport (1.30 am and 6 am) (Lanzarote Guidebook, 2010).

For Lanzarote, these projects are designed to gain more costumers and to stay competitive as a tourist destination.

3.2. Customers, Co-Creation and Visitor Experience

The Canary Islands are classical sun and beach destination in Europe. Like many other islands, it has suffered also from the crisis during the last years, experiencing a decrease in costumers mainly from UK and Germany.

But the crisis seems to be over for the Canary Islands. In 2010, three Spanish regions led the preferences of British travellers: Malaga, Tenerife and Alicante. Here Lanzarote was the ninth preferred destination (Hernandez, 2010). The main customer markets of Lanzarote are the British and the German. But other new markets are growing like the Dutch, with a raise of 12% of tourists, and Norway with an increase of 5% in 2010 (Noticias de Lanzarote, 2010). This island is also trying to attract more visitors from Ireland, Sweden, Denmark, Belgium, Finland, and Switzerland.

The Spanish Tourism Adviser states that there are different initiatives to diversify and improve intensively this destination. They had launched recently several projects, the so- called “Product Clubs” related to families, sports, wellness and Lanzarote’s identity (Hosteltur, 2009).


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Critically review the 15 C´s in the context of the marketing of an international tourist destination: Lanzarote
Bournemouth University
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Dilara Torun (Author), 2011, Critically review the 15 C´s in the context of the marketing of an international tourist destination: Lanzarote, Munich, GRIN Verlag,


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