An Analysis of Brighton as a Destination Audit (REFERRAL) by Aum Patel

Introduction to the destination audit

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The Richie and Crouch model provides a thorough framework for evaluating destinations. the following factors are considered while evaluating Brighton:

1) Core Resources and Attractors (4As): Attractions, Amenities, Accessibility, and Accommodations are all Examples of core resources and attractors(4As) (Ritchie &Crouch, 2003).

2) Supporting Factors and Resources: It enhances more towards the main resources, such as local culture, transit networks, food alternatives, and various other activities.

3) Destination Management: This factor embraces Brighton's governance and management as a tourism attraction. It looks after the practises and maintains the enhancement of its attractiveness, as well as stakeholder coordination in the tourism industry.

4)Destination Policy, Planning, and Development: Key issues include infrastructure development, environmental sustainability, and community engagement in defining the destination (Ritchie & Crouch,2003).

Attractions

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Brighton attractions are characteristics or areas of interest. These may include historical places, natural marvels, purpose-built for tourism, as well as attractions originally built for another purpose other than tourism. The bandstand on Brighton Beach was built in 1884 and is regarded as one of the best examples of a Victorian bandstand remaining standing in England today (Thomas, 2023).

Serviced Accommodation

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Brighton has the most budget accommodation, then to be spoilt for choice with independent guest houses, super-cool seaside B&Bs and big brand hotels to pick from (Visit Brighton, 2024). Luxurious and well-equipped lodgings frequently result in a favourable overall experience for travellers (Davis, 2017). There are 49 hotels and 10 hotel chains in Brighton & Hove. 38 of them are independent hotels (Hotel Chains, 2023).

Amenities

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Amenities are utilities or services accessible in an area that improve the ease and standard of life for its residents or tourists (Williams, 2018). Examples are parks, commercial centres, healthcare institutions, and recreational areas. Brighton provides some of the greatest shopping on the South Coast at any time of year. The city also has a variety of markets and fairs where you can buy antique and retro items, as well as locally-made crafts and cuisine (Visit Brighton, 2024)

Special Events in Brighton

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Events emphasise the importance of events in establishing a destination's identity and image, both locally and on a larger scale (Richie & Crouch, 2000).

Double Tree Hilton (Budget-friendly)

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Churchill Square Shopping Centre

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Riddle & Fins (High Budget) Exquisite seafood cuisine

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Churchill Square Shopping Centre: A short video of the shopping center

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The Lanes: Shoppers Paradise

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The Jubilee Library: One of the major visitor Information Points in the cities

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Culture and History

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In the mid-1780s, George, Prince of Wales, rented a tiny lodging house overlooking a famous seafront in Brighton. It was especially famed for the therapeutic health-giving sea water cures made famous by Dr Richard Russell, a physician from nearby Lewes (Brighton & Hove Museums, 2022).

Brighton Dome

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This location provides a focus for artistic expression, performance, and community interaction said by architectural historian Antony Dale (1947).

The Brighton Centre (Political conference and exhibition centre)

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Meeting Rooms of The Brighton Centre

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Accessibility

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The ease with which a site may be accessed or traversed is determined by its accessibility. Brown (2012) defines this as transport networks, infrastructure, and the ease of mobility within the area. London serves as the core of the United Kingdom's rail network, and trains to Brighton and the South Coast are easily accessible from major London terminals the key operators to Brighton are Southern and Thameslink (Visit Brighton, 2024). Trains to Brighton from Gatwick take around 30 minutes and run frequently for international visitors (Visit Brighton, 2024).

Bike Hire in Brighton

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Map of Brighton

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Destination Mangement

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Morrison and Carlsen (2020) define destination management as "the direction and execution of activities that span a destination's public and private sectors. Brighton is a popular coastal resort town in the UK, and its tourism industry is a significant contributor to the local economy.

VisitBrighton’s main promotional activities of Brighton

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These initiatives, according to VisitBrighton, often comprise comprehensive digital marketing campaigns embracing multiple platforms such as social media channels (e.g., Instagram, Facebook, Twitter) and adopting methods such as search engine optimisation (Pike, 2012).

Information systems

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Brighton & Hove operates a network of Visitor Information Points (VIPS) across the city centre, providing assistance, guidance, and information about Brighton & Hove and Sussex (Visit Brighton, 2024) The Visitor Information Points are positioned across the city, including the Jubilee Library, Brighton Centre, and Churchill Square Shopping Centre (Visit Brighton, 2024)

Destination policy, planning and development

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Brighton Palace Pier

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Brighton Museum & Art Gallery

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The Royal Pavilion

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Brighton i-360

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Pier Nine Casino

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Brighton Beach

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Brighton Flock :A Creative art of the city

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Street Art of Brighton

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Harbour Hotel (High budget independent)

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Travelodge (Budget Friendly)

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Leonardo Hotel (Average Budget option)

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Non serviced Accommodation

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The survey reveals a robust market for short-term vacation rentals in Brighton and Hove. Holiday leasing firms indicate a considerable demand for weekend stays in smaller houses. Data from AirDNA shows Airbnb's entire home listings as achieving an average annual occupancy of 59% in 2017, and hotel comparable listings achieving an average annual occupancy of 62% (Brighton & Hove City Council, 2018)

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Pompoko (Authentic Japanese Cusine): Example of Average Budget-friendly restaurant

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Cycle and walking lanes for better accessibility management

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The bandstand on Brighton Beach

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The bandstand on Brighton Beach dates back to 1884 and is considered to be one of the finest examples of a Victorian bandstand still surviving in England today (Thomas, 2023).

Brighton Annual Pride Parade

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Brighton’s annual Pride parade draws hundreds of thousands of revellers to the city (Miller, 2020).
Brighton and Hove has long been regarded as England's homosexual capital, and the 2021 census data confirms it: one in every ten individuals in the city identify as lesbian, gay, bisexual, or of 'other sexual orientation'. Its annual Pride celebration is also the UK's largest (Thomas, 2023).

Brighton Fringe Festival

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Brighton Kite Festival

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An information stand providing Facts and History about The Royal Pavilion

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Poster around the Brighton city showing ongoing events

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Another Example Of a Poster showing an Event Information

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Information and map of Churchill Square Shopping Centre

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Destination Policy

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Brighton & Hove City Council has created a tourist Strategy (2018-2023) outlining the vision and goals for sustainable tourist growth. The strategy aims to improve the tourist experience and promote Brighton as a year-round destination (Brighton and Hove City Council, 2018).

Destination Planning

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Create a five-year Destination Management Plan (DMP) that includes an Action Plan for this plan.
Identify the tourist markets with the highest potential for leisure short breaks and value-added conferences, and determine how to reach them.
Raise the city's visibility with national decision-makers to achieve tourist goals and access assistance and finance (Visit Brighton, 2018).

Evaluation for Brighton Pitfalls and Potential

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Potential of Brighton Destination as a Major Event

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Diverse Accommodation: Brighton offers a wide range of serviced and non-serviced accommodation. This variety allows event organizers to accommodate a diverse attendee base (Visit Brighton, 2024).

Brighton's blend of natural beauty, historical sites, purpose-built attractions, and vibrant events creates a well-rounded visitor experience.

Brighton's proximity to London and easy access to international airports make it a convenient destination for event attendees travelling from various locations (Visit Brighton,2024). Effective promotional activities and social media presence by VisitBrighton position Brighton as an attractive destination for major events (Visit Brighton,2024).

Pitfalls of Brighton Destination for a Major Event

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During peak season and significant events, hotel availability and cost may be limited, necessitating careful preparation by event organisers to obtain adequate accommodations. Major events can cause congestion in popular regions, compromising the visitor experience for both eventgoers and casual tourists. Effective crowd control tactics are critical. Brighton's tourism business relies mainly on the summer months. Hosting activities outside the peak season may be required to balance visitor flow throughout the year.