“ You want to see the people that live here”: using everyday life to create  a distinctive city destination Professor Robe...
Events and Icons certainly attract visitors …
London’s  latest  tourism attractions
And coming shortly …
But London’s  greatest  tourism attractions?
1 Shift of focus <ul><li>From Cities Shaping Tourists - </li></ul><ul><li>planned, predictable tourism development </li></...
1 Shift of focus <ul><li>From Cities Shaping Tourists - </li></ul><ul><li>planned, predictable tourism development </li></...
1 Shift of focus <ul><li>To  Tourists shaping cities - </li></ul><ul><li>exploration, experience, attachment </li></ul><ul...
Beyond the tourist stereotype
1 Shift of focus <ul><li>Tourists shaping cities </li></ul><ul><li>exploration, experience, attachment </li></ul><ul><li>d...
Tourist? Tourists? Tourist? Tourist?
1 Shift of focus <ul><li>Tourists shaping cities </li></ul><ul><li>exploration, experience, attachment </li></ul><ul><li>d...
Off the Beaten Track London Paris Berlin New York City Sydney
2 Everyday life in London: Islington & Bankside   <ul><li>Characteristics </li></ul><ul><li>Popular with visitors but </li...
Off the (Yahoo) Beaten Track … Bankside Islington
 
Bankside
Islington
3.  The Appeal of Bankside and Islington <ul><li>‘ Not touristy’  </li></ul><ul><li>‘off the beaten track’ </li></ul><ul><...
3.  The Appeal of Bankside and Islington <ul><li>2 the appeal of everyday life </li></ul><ul><li>“ I saw a lot of tourists...
The Appeal of Bankside and Islington <ul><li>2 the appeal of everyday life </li></ul><ul><li>“People going about   their d...
The Appeal of Bankside and Islington <ul><li>the appeal of everyday life </li></ul><ul><li>“…  tourist spots are always ve...
3. The Appeal of Bankside and Islington “ one of our  favourite places  has been  Tesco  … we just like to look around and...
4.  Discussion: Enjoying Everyday Life <ul><li>Discriminating experienced visitors  seek the  distinctive and ‘real’ </li>...
4 Conclusions <ul><li>Everyday life  a source of  competitive advantage </li></ul><ul><li>Costs the city less  than icons ...
<ul><li>Thank you </li></ul><ul><li>Professor Robert Maitland </li></ul><ul><li>Director, Centre for Tourism Research </li...
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“You want to see the people that live here”: using everyday life to create a distinctive city destination

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Professor Robert Maitland
Director, Centre for Tourism Research

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“You want to see the people that live here”: using everyday life to create a distinctive city destination

  1. 1. “ You want to see the people that live here”: using everyday life to create a distinctive city destination Professor Robert Maitland Director, Centre for Tourism Research Centre for Tourism Research
  2. 2. Events and Icons certainly attract visitors …
  3. 3. London’s latest tourism attractions
  4. 4. And coming shortly …
  5. 5. But London’s greatest tourism attractions?
  6. 6. 1 Shift of focus <ul><li>From Cities Shaping Tourists - </li></ul><ul><li>planned, predictable tourism development </li></ul><ul><li>To Tourists shaping ‘their’ cities - </li></ul><ul><li>exploration, experience, attachment </li></ul>
  7. 7. 1 Shift of focus <ul><li>From Cities Shaping Tourists - </li></ul><ul><li>planned, predictable tourism development </li></ul><ul><li>Heritage precincts </li></ul><ul><li>Tourism Bubble (Judd) </li></ul><ul><li>‘ Iconic’ attractions </li></ul><ul><li>Cultural Quarters (Montgomery ) </li></ul><ul><li>Events </li></ul><ul><li>But </li></ul><ul><li>Costly </li></ul><ul><li>City standardisation </li></ul><ul><li>Neglects changing visitor preferences </li></ul>
  8. 8. 1 Shift of focus <ul><li>To Tourists shaping cities - </li></ul><ul><li>exploration, experience, attachment </li></ul><ul><li>Diverse, experienced tourists </li></ul>
  9. 9. Beyond the tourist stereotype
  10. 10. 1 Shift of focus <ul><li>Tourists shaping cities </li></ul><ul><li>exploration, experience, attachment </li></ul><ul><li>diverse tourists </li></ul><ul><li>other mobilities - ‘as if’ tourists – e.g. students </li></ul>
  11. 11. Tourist? Tourists? Tourist? Tourist?
  12. 12. 1 Shift of focus <ul><li>Tourists shaping cities </li></ul><ul><li>exploration, experience, attachment </li></ul><ul><li>diverse tourists </li></ul><ul><li>other mobilities - ‘as if’ tourists – e.g. students </li></ul><ul><li>search for ‘real’ experiences – often off the beaten track </li></ul>
  13. 13. Off the Beaten Track London Paris Berlin New York City Sydney
  14. 14. 2 Everyday life in London: Islington & Bankside <ul><li>Characteristics </li></ul><ul><li>Popular with visitors but </li></ul><ul><li>Not developed as tourism precincts </li></ul><ul><li>Off the beaten track </li></ul><ul><li>Research </li></ul><ul><li>Surveys of overseas visitors </li></ul><ul><li>In depth interviews </li></ul>
  15. 15. Off the (Yahoo) Beaten Track … Bankside Islington
  16. 17. Bankside
  17. 18. Islington
  18. 19. 3. The Appeal of Bankside and Islington <ul><li>‘ Not touristy’ </li></ul><ul><li>‘off the beaten track’ </li></ul><ul><li>‘out of the way places where there aren’t so many people catering for tourists’ </li></ul><ul><li>Big ‘touristy attractions’ do not dominate </li></ul>
  19. 20. 3. The Appeal of Bankside and Islington <ul><li>2 the appeal of everyday life </li></ul><ul><li>“ I saw a lot of tourists, of course, but there were a lot of people that were from here. I think they were coming out of their offices and they were having something to eat at the restaurants… I like the mix. I don’t like to see all tourists. You want to see the people that live here , how they act, how they live their life .” </li></ul>
  20. 21. The Appeal of Bankside and Islington <ul><li>2 the appeal of everyday life </li></ul><ul><li>“People going about their daily tasks ” </li></ul><ul><li>“ Normal Londoners just doing their thing” </li></ul><ul><li>“ Museums [are] interesting – but they could be anywhere” </li></ul>
  21. 22. The Appeal of Bankside and Islington <ul><li>the appeal of everyday life </li></ul><ul><li>“… tourist spots are always very generic … you feel like … I’m just doing the typical tourist thing but if you end up in the place where the locals go , it feels like a more authentic experience somehow. A glimpse of how life is in the city ”. </li></ul>
  22. 23. 3. The Appeal of Bankside and Islington “ one of our favourite places has been Tesco … we just like to look around and see people” “ You can actually see the real London and see how people work. You can walk by … and see them typing on their computers … It’s kind of cool ”
  23. 24. 4. Discussion: Enjoying Everyday Life <ul><li>Discriminating experienced visitors seek the distinctive and ‘real’ </li></ul><ul><li>Distinctive and ‘real’ = interesting cityscape + consumption opportunities + local people / everyday life </li></ul><ul><li>3 ‘Real London’ : idealised city, emerging as islands in homogenised and branded London </li></ul><ul><li>(residents would agree …) </li></ul>
  24. 25. 4 Conclusions <ul><li>Everyday life a source of competitive advantage </li></ul><ul><li>Costs the city less than icons and events </li></ul>= € 13b + 3 Builds Distinctiveness not standardisation 4 And c heaper for credit crunched visitors
  25. 26. <ul><li>Thank you </li></ul><ul><li>Professor Robert Maitland </li></ul><ul><li>Director, Centre for Tourism Research </li></ul><ul><li>[email_address] </li></ul><ul><li>www.westminster.ac.uk/tourism </li></ul>

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