Sacred Heart University Study Abroad School Project

1. Camp, Co. Kerry
An Com
Tourism & Marketing
Alex Colucci, Erin Shields, Eric Sippin, Isaiah Walters
“Take a break at the start of the figure eight ”

2. Objectives
1. Executive Summary
2. Market Segmentation/ Market Strategy
3. Situational Analysis (SWOT)
4. Consumer Analysis
5. Community Traditions
6. Irish Hospitality
7. Virtual Reality
8. Slogan

3. Executive Summary
Current Issues/Problems:
● The struggle of promoting and sustaining long-term visitors
● Changing the perspective of the site seen as just a quick “pit stop”
● A lack of retailing stores
● A lack of parking
● A lack of land availability in the area the town
● The loss of the railroad

4. Executive Summary
Insights and Implication:
The high value placed preferences based on:
● Location/scenery
● Small businesses
● Attractions /experience-based activities
● Welcoming spirit of the locals
Implication: Markets are be passed by if not promoted correctly

5. Executive Summary
Alternatives:
● Have the local small businesses promote each other
● Take advantage of the trail as a big promotional area (Highlight local
events/activities)
● Maintain uniqueness of both the product and the brand
● Add more to social media presence to the area

6. Executive Summary
Recommendation:
● Increase localization and diversification in the Camp location
● Maintain branding and highlight unique experiential facets to
stimulate visitor retention
● Collaborate with locals and small business
● Turn weaknesses into strengths

7. ● Close proximity to a number of
Beaches
● 10 miles from Tralee
● 20 miles from Dingle Town
● The Dingle Way
Village Overview
● Pubs
● Gleann-na-nGealt Sheep Farm
● Mana Organic Farm
● Near the foot of the Slieve Mish
Mountains

8. Virtual Reality
● Becoming the new trend for
generating high tourism engagement
as of 2016
● Used to promote smaller less known
cities/destinations
● Creates a trust between Travel
Agents and potential visitors
● Ability to to bring history back to life
https://www.welshwildlife.org/adventures/dolphin-dive-360-wildlife-adventure/

9. Market Analysis/Strategy
Social Media
Instagram, Facebook, Twitter
Word of mouth
Small businesses supporting each other
Pamphlets
Branding
Slogan, Signs, etc.

12. Market Analysis
Market Segmentation
Demographic (target market) “FITS” → free independent travelers
Target Market- Travelers who want to experience nature & simplicity rather than the city life,
Targeting people traveling to dingle, finding the more active and adventurous visitors
Psychographic: Individuals who live simple but active lifestyles
Geographic: Urban/Countryside Lifestyle

13. SWOT Analysis
Internal Strengths:
● Gleann-na-nGealt Sheep Farm
● Airbnb
● The town’s geography (Figure 8)
● Interactive activities and
experiences
● Scenic Landscape

14. SWOT Analysis
Internal Weaknesses:
● Lack of Public Transportation (Railroad Closed)
● Not seen as an overnight attraction
● ‘Drive through town’
● Lack of shopping and restaurants

15. SWOT Analysis
External Opportunities:
● Offer Incentives for people staying in
camp to eat at the pubs, incorporate
discounted rates
● Focus on Airbnb and Irish hospitality
● Can bring VR to the Dingle Way

16. SWOT Analysis
External Threats:
● Most people may want to just stay in
Dingle
● Tourists lack the information necessary
to enjoy everything Camp has to offer

17. Community Traditions & History
Sheep Fair: Started with a ram auction during the time of Lord Ventry
social occasion for the local farmers and families
CampFest: Vintage VW fans travel to The Railway Tavern
Challenging route is created for vans to travel around Ireland
Eireball charities
Camp Train Crash: Commemorative stone for the 1893 crash
Maintaining the Irish Language

18. Irish Hospitality/The Farming Experience
"People come from all over the world to spend
some time on a rural Irish farm. Sure, it's lovely for
them and me. They have dinner in the local
restaurants in the village and get their messages
in the local shop. It's been a great success."
-Brigid

21. People traveled to the well for its healing
powers and leave religious items there
Tom Batt O Connor at the Mad Stone
Gleann na nGealt
King of France said to be restored to
health when he drank the water after the
battle of Ventry harbour

22. Manna Organic Farm
● Founded in 2007 and received full organic
certification
● Located near Gleann na n Gealt
● Size: 25 acre with 4 empty field
● All farm waste is recycled as compost which is
used to feed
● Provides meat, eggs, fruit, and vegetables for local
shops

23. The Dingle Way/ Figure 8
● Killelton (Cill Eiltin) → ruins of an old settlement, rectangular stone
oratory on path between Tralee and Camp
● Parking
● Proper signage
● Small information building where people can experience virtual reality
● Centerpoint and can be seen as the starting point

24. Prayer Tree

25. Local Pubs
Fitzgerald’s - Opens at
10:30am
The Railway Tavern - Rustic
and traditional feeling
James Ashe - Best location

26. Sustainable Tourism - Preserving the Peninsula
Preserving natural beauty so that tourism is sustainable and can be continued for years to come
Benefits the people and country as well as tourists if everything is ecologically sustainable
Directing tourists to the Dingle Way → sustainable travel
Teaching tourists to appreciate and experience nature and farm life
“Treat tourism like a gift rather than a commodity”
“The Outdoors Is Yours. Leave No Trace To Protect It.”

27. Controls
The weather is mild year round and suitable for 12
months of tourism → lack of extreme weather
Irish hospitality
Community is catered towards tourism → always
resources for tourists
Pricing is less expensive to stay in camp than Dingle

28. Budget
Total Budget: €200,000
360 Virtual Tour – starting from €3500*
Architectural Visualization — starting from €3500*
VR Training Simulators — starting from €4900*
VR Games — starting from €9000*
Revamp the Dingle Way Entrance & Shed - approx. €100,000*
Talk about funding from locals from 1 to 5 months

29. Calendar of Events
Extend the tourism season
Sheep Fair
CampFest
Market during the off season to people planning
trips

31. Works Referenced
'Airbnb has opened up rural Ireland to the world'. Farm Ireland.
https://www.independent.ie/business/farming/rural-life/airbnb-has-opened-up-rural-ireland-to-the-world-352334
88.html. Accessed 9 Jan 2019.
CampFest. Dingle Peninsula Tourism.
https://www.dingle-peninsula.ie/home/what-s-happening/festivals/item/campfest.html. Accessed 9 Jan 2019.
Camp Sheep Fair. Dingle Peninsula Tourism.
https://www.dingle-peninsula.ie/home/what-s-happening/festivals/item/camp-sheep-fair.html. Accessed 9 Jan
2019.
Castlegregory, Community Council. North Shore Dingle Penninsula. Castlegregory, Camp, Cloghane, Brandon.

32. Works Referenced
Gleann na nGealt. Fáilte Romhat (Welcome) to West Kerry. http://westkerry.com/blog/?page_id=271. Accessed 9 Jan 2019.
Gleann na nGealt, Sheep Farm B/B, Dingle Peninsula. Airbnb.com. https://www.airbnb.ie/rooms/1333397?guests=1&adults=1. Accessed 9 Jan 2019.
Dingle Peninsula Tourism. https://www.dingle-peninsula.ie/directory/advanced-search/120622.html. Accessed 9 Jan 2019.
How much does VR application development cost in 2018? AVR spot, https://www.avrspot.com/much-vr-application-development-cost-2018/. Accessed 9 Jan 2019.
How Virtual Reality Applies to Tourism Marketing Examples & Tutorials. Veer VR Blog, https://veer.tv/blog/vr-travel-tourism-marketing-successful-examples-and-how-to-get-started/. Accessed
9 Jan 2019.
Manna Organic Store. https://www.dingle-peninsula.ie/home/what-s-happening/festivals/item/campfest.html
Accessed 9 Jan 2019.
The Wild Atlantic Way just went all Virtual Reality, and it's deadly. The Journal.ie.
https://www.thejournal.ie/wild-atlantic-way-virtual-reality-2660529-Mar2016/. 9 Jan 2019.
Wildlife Trust of South & West Wales. Dolphin Dive 360 Wildlife Adventure, https://www.welshwildlife.org/adventures/dolphin-dive-360-wildlife-adventure/. Accessed 9 Jan. 2019.