Rebranding in Benidorm

Rebranding- Developing a place to reposition its image and change people's idea of it helping to "sell" the place to the target market.

Location:

Benidorm is situated on the south east coast of Spain and is about a 40minute drive from the popular airport Alicante.

What are the human and physical reasons for the growth and development of Benidorm?

Human:

Over time there have been many changes to holidays, areas and forms of transport and as a result there are numerous human reasons for the growth and development of Benidorm. The first reason is the improvement in transport; airplanes have become much bigger and faster meaning that they can carry more people in a shorter period of time to area that in the past could of taken weeks to go to .Also linked with the planes due to the fact that they have become quicker and bigger it has led to a decrease in price so that they average working family can also afford to go on holidays to areas like Benidorm. Another human reason for the growth of Benidorm is the introduction of the package deal in the 19th century by Thomas Cook. Meaning that is was easier and cheaper to book a holiday to numerous places not just Benidorm another way that the marketing of holidays has encourage a growth in tourism is the introduction of all inclusive deals . The travel agencies have had a big human effect on the number of people visiting Benidorm as now it is much easier to go on holiday and to research the areas and the cheapest deals die to the introduction of booking holidays over the phone , on the internet and on teletext rather than traditionally visiting the travel agents. Ways in which Benidorm has developed is they building of numerous hotels and the recent building of a water park. However the growth and development isn't just down the acts of companies in Benidorm its tourism has grown due to the fact that there is an increased leisure time for people due to bank holidays, also households generally have two incomes now increasing the disposable income. Another way that things are changing is that now people can have access to the pensions at an earlier age than previous and are moving away to areas like Benidorm to achieve the "retirement dream" of living in the sun with the basis of a permanent holiday.

Physical:

The main physical reasons for the vast growth of Benidorm is the three clean beaches and the hot sunny weather as these are attributes that people look for in a holiday destination.

What is Benidorm's brand and target market ?

Benidorm is a lively coastal resort in Spain and is aimed largely at families however does also attract a vast amount of retired people in the off peak seasons and

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