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Int. Module: An Introduction to Destination Management (2)
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Int. Module: An Introduction to Destination Management (2)

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    Int. Module: An Introduction to Destination Management (2) Int. Module: An Introduction to Destination Management (2) Presentation Transcript

    • An Introduction to Destination Management Essentials of Tourism Destination Management
    • Defining a Tourism DestinationA local tourism destination is a physical space in which a tourist spends at least one night.It includes tourism products such as support services, attractions and tourist resources. Essentials of Tourism Destination Management
    • It has physical and administrative boundaries defining its management, and images and perceptions defining its market competitiveness. Essentials of Tourism Destination Management
    • Local destinations incorporate various stakeholders, often including a host community, and can nest and network to form larger destinations. Essentials of Tourism Destination Management
    • Destinations could be on any scale, from a whole country (e.g. Spain),…Essentials of Tourism Destination Management
    • …a region (such as the Spanish “Costas”)… Essentials of Tourism Destination Management
    • …island (Ibiza)…Essentials of Tourism Destination Management
    • …to a village, town or city (Barcelona),… Essentials of Tourism Destination Management
    • …or a self-contained centre (e.g. Port Aventura). Essentials of Tourism Destination Management
    • The Basic Elements of the Tourist DestinationDestinations contain a number of basic elements which attract the visitor to the destination and which satisfy their needs on arrival. Basic Elements of the Destination Attractions, Amenities, Image The DMO Leading and coordinating Creating a suitable Environment Marketing Delivery on the ground Policy, Legislation, Regulations, Taxation Getting people to visit Exceeding expectations Essentials of Tourism Destination Management
    • Attractions: The “must sees” or “must dos”. These are often the focus of visitorattention and may provide the initial motivation for the tourist to visit the destination.These can be categorized as natural (e.g. beaches, mountains, national parks) or cultural(monuments, museums, theatres, cultural events). Other, less tangible factors, such asuniqueness and emotional or experiential triggers also attracting tourists to destinations. Essentials of Tourism Destination Management
    • Amenities: These are the wide range of services and facilities which support thevisitors’ stay and include basic infrastructure such as utilities, public transport, and roadsas well as direct services for the visitor such as accommodation, catering, visitorinformation, recreation facilities, guides, operators, and shopping facilities. Essentials of Tourism Destination Management
    • Image: A unique character or image is crucial in attracting visitors to the destination. Itis not sufficient to have a good range of attractions and amenities if potential visitors arenot aware of this. This image includes the uniqueness of the destination, its sights,scenes, environmental quality, safety, service levels, and the friendliness of the people.
    • Destination: The Playground of Tourism Essentials of Tourism Destination Management
    • Tourism destinations are constantly changing, they rise and fall in popularity and theirsuccess can often be influenced by changes in fashion or to external influences outside thecontrol of the destination. This process can be understood in terms of a life cycle as explained by the Tourism Destination Life Cycle (TDLC) Essentials of Tourism Destination Management
    • Destination Life Cycle Exploration. During this stage small number of visitors are attracted by natural orcultural attractions; visitor numbers are limited and few tourist facilities exist. Involvement. During this stage there is limited involvement by local residents whoprovide some facilities for visitors; recognizable tourist seasons and market areas begin toemerge. Development. During this stage large numbers of tourists arrive and externalorganizations such as hotels and touroperators take more of a key role. Consolidation. During this stage tourism becomes a major part of the local economy andof increasing political importance. Rates of visitor growth may have leveled off and somefacilities may be in need of upgrading. Essentials of Tourism Destination Management
    • Destination Life CycleStagnation. During this stage the number of visitors has peaked; the destination may nolonger be considered fashionable and there may be a high turnover of business properties.Depending on the response of destination managers to the onset of stagnation, variousscenarios are then possible, including decline, stabilization, or rejuvenation and re-invention. Essentials of Tourism Destination Management
    • What is Destination Management?Destination management is the coordinated management of all the elements that make up a destination . Essentials of Tourism Destination Management
    • The Destination Management Organization (DMO).DMOs are a critical component of the tourism industry. Destination Management calls for a coalition of many stakeholders and interests working towards a common goal. The Destination Management Organization’s role should be lead and coordinate activitiesunder a coherent strategy to market their destination to potential visitors, both individuals and groups, and to provide economic benefit to the community and its members. Essentials of Tourism Destination Management
    • Categories of Destination Management Organizations : National Tourism Authorities (NTAs) or Organizations (NTOs): Switzerland Tourism. MySwitzerland.com Regional, provincial or state DMOs (RTOs): Valais Tourism. Welcome in Valais Local DMOs: Saas-Fee/Saastal Tourismus. Saas-Fee Essentials of Tourism Destination Management
    • There are various options for destination management governance: Department of single public authority; Partnership of public authorities, serviced by partners; Partnership of public authorities, services by a joint management unit; Public authority(ies) outsourcing delivery to private companies; Public-private partnership for certain functions – often in the form of a non-profitmaking company; Association or company funded purely by a private sector partnership and/or trading –again for certain functions Essentials of Tourism Destination Management
    • Traditionally responsible for destination marketing, the role of the DMO (often Tourist Boards) is becoming far broader. DMOs today should not only lead on marketing, but must also be strategic leaders in destination development.This role requires them to drive and coordinate destination management activities within the framework of a coherent strategy. Essentials of Tourism Destination Management
    • Basic Elements of the Destination Attractions, Amenities, Image The DMO Leading and coordinating Creating a suitable Environment Marketing Delivery on the ground Policy, Legislation, Regulations, Taxation Getting people to visit Exceeding expectationsThe elements of the destination are supported by marketing to get people to visit in thefirst place and delivery of services on the ground to ensure the expectations are met at thedestination. Underlying these activities is the need to ensure a suitable environment,(physical, social and economic) in which to develop tourism. The Destination ManagementOrganization should lead and coordinate these different aspects of the destination. Essentials of Tourism Destination Management
    • 1.- Creating and Ensuring a suitable Physical, Social and Economic Environment. This isthe foundation of destination management on which the marketing of the destination andthe delivery of the experience are dependent.Creating the right environment includes: Strategy, Policy and Infrastructure Planning; Human Resources Development; Legislation and Regulation; Technology and systems development; Essentials of Tourism Destination Management
    • 2.- Marketing. Destination marketing should face outwards to attract visitors to the area. Itshould promote what is most attractive to potential visitors and most likely to persuadethem to come.The key functions are: Strategy, research and development.Destination promotion, including branding and image; Campaigns to drive business; Information Services Management; Operation/facilitation of bookings; Customer Relationship Management (CRM). Essentials of Tourism Destination Management
    • Promotions and Marketing Activities: Market researchMarket planning Production and distribution of brochures Advertising Operation of a web site Direct mail and Email marketing Customer Relationship Management (CRM)Travel exhibitions fairs and trade shows – organisation and attending Organisation of other events like familiarisation tripsMedia and PR Essentials of Tourism Destination Management
    • 3.- Delivery on the ground. Ensures the quality of every aspect of the visitor’s experienceonce they arrive at the destination.This includes: Destination coordination and management for visitor’ “quality of experience”, especiallythe public realm; Product “start-ups”; Events development and management; Attractions development and management; Training and education; Business advice; Essentials of Tourism Destination Management
    • Destination Management Goals Establishing a competitive edge. Two requirements are critical for destinations toachieve a competitive advantage over the rivals: Establishing a strong and unique positioning offering a different kind of experiencecompared to other destinations. Delivering excellent quality experiences and superior value for money. Ensuring tourism sustainability. Spreading the benefits of tourism. Improving tourism yield. Building a strong and vibrant brand identity. Essentials of Tourism Destination Management
    • SWOT Analysis  SWOT is a structured evaluation of external and internal marketplace conditions. SWOT is an acronym for a business analysis used to assess strengths and weaknesses of a business, as well as the opportunities and threats in the marketplace.  A SWOT analysis of tourism can be used by a DMO to assess the Management of the Destination.  SWOT analyses are incredibly valuable to decision makers within an organization because they can help management target their marketing message to their strengths and opportunities.
    • SWOT Analysis S Strengths are the internal strengths of the destination W Weaknesses are the internal weaknesses of the destinationO Opportunities are the external favourable things that may occur T Threats are the external possibilities that threaten a destination