Essay
The UK as a tourism destination -Cadburys World Essay
- Institution
- PEARSON (PEARSON)
An essay on Cadburys World as a UK Tourism Destination. Can be used for any tourism destination, just change the words a bit. D* - Top marks!!!
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Customer Service at Cadbury’s World andDrayton Manor
What is Customer Service?
Customer Service is how an organisation presents and serves itself to the customers they have. It is
vital for all companies because it helps improve income for the company due to a larger amount of
people using/visiting them, this then allows for more progression and expansions of business.
Furthermore, it also makes the companies image look really good and therefore will have a good
reputation and therefore will consequently gain more profit. If a company provides bad customer
service then they risk a decline in traction and ultimately may face closure.
Introduction to Cadbury’s World
Cadbury World opened in 1990 and has an average of 600000 visitors a year, however in 2018 it
reached a total number of 635000. Most of their visitors are in the ABC1 social class, whereas they
average 46% being C2DE. 50% of their visitors travel from less than 2 hours away and 85% are day
trippers. 66% are females and 34% are males.
Their mission statement is ‘to significantly enhance customers perception of Cadbury and developing
long term brand loyalty by giving a memorable and enjoyable experience to visitors.’. This shows
that they prioritise their customers and want them to have an enjoyable experience and that good
customer service is more than vital.
They look into investing in something ‘new’ every year in order to bring back customers that have
been before. For example, they have invested in a 4D cinema which makes people want to return to
experience something new.
Introduction to Drayton Manor
Drayton Manor was opened in 1949 but grew during the 1950’s, it is a family owned business. They
average 1.2 million visitors per year. On site, they have a hotel, zoo and theme park. The hotel was
built in 2014 and had 14,000 customers in 2015. They are located near the town of Tamworth, UK
and provide a free carpark for visitors. During different times of the year they run different events
during the different seasons. They have something for all the family, including Thomas Land for
younger children. The zoo is the only part of the park that is open everyday of the year except from
Christmas time.
, Individuals
What are their needs?
Individuals needs are slightly different than those of a group as individuals will most often be going
around the attraction by themselves, therefore they will need clear guidance and possibly
assistance. The attraction should be clearly signed with directions and maps located around the
attraction depending on the size of it. The individual may also need Wi-Fi as they may want to locate
other places nearby, taxis or hotels as well as contact family and friends which is especially
important if they are a an inbound traveller who may not have international calling enabled so
would be cheaper and easier to contact others using Wi-Fi. The organisation should also prioritise
having friendly and approachable staff as the individual may feel intimidated and thus have a bad
time otherwise. There should also be plenty of seating around the attraction as individuals may want
to sit down but not sit down with other people who they do not know.
How Well Cadbury’s World meets their needs - can improve by
Cadbury’s World meet the needs of individuals by having plenty of friendly staff located in numerous
places around the attraction. These staff are polite and friendly and treat you as if they are your
friend which would help the individual relax and open up to ask any questions or get any assistance
that they may need. Furthermore, they also have free Wi-Fi for customers which is beneficial as this
means that they can use the internet for numerous things. The Wi-Fi is also of a good strength and
to register you would just need to put in your email, this is convenient as it allows for quick access if
in an emergency. Cadburys World also have a map located in 3 places around the site which allows
people to find out where to go and how to get there easily and without the need of having to talk to
a staff member. This is beneficial as some individuals may have social anxiety and find it hard to
speak to others. Once inside the location, they do not need a map for the inside tour as all they must
do is follow the guided path which is useful to all.
In future, Cadbury’s World could improve by providing more seating areas not only outside, but
inside the attraction too as the inside seats were grouped together in seats of 3. This could cause
frustration to individuals who need to sit down but can’t as other people may stop them from using
the seats. Also, at the café, they could have individual countertop seats as this would be a good way
to be able to sit by themselves without taking up too much room but also may find it easier to speak
to other individuals. They could also invest in smaller car’s for the Cadabura ride as currently you can
ride with up to 4 people however, staff sometimes ask individuals to get in a car with other people,
which can be a bad experience for both parties.
How Well Drayton Manor meets their needs
Drayton Manor try to cater to individuals in different ways, such as for all the rides they offer, you
don’t need to be with somebody else whilst going on them. This is beneficial as it will encourage
individuals to visit the attraction. Furthermore, they also have a zoo which many individuals will
enjoy as they wouldn’t need an accompanying person with them, however it is important to note
that they need to be aged 14 and above to enter the park without an adult. They also offer plenty of
seating around the park which means that even on peak times there will most definitely be a place
for individuals to sit which is beneficial to those who would like some quiet time. They also have lots
of trained friendly staff at different locations around the park, such as at the information desks and
at each ride, and they also have staff just walking around in case someone is in need of assistance.
In future they could improve individuals experiences by providing free Wi-Fi as this is something that
they don’t offer. This could cause issues for individuals who need to look at taxi numbers, train
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