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

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)