04 en - unesco presentation esrt donor roundtable-jan 2016_t(1)duanesrt
On January 28th, 2016, representatives of nearly ten international donor agencies gathered in Hanoi in a roundtable meeting on coordination for Vietnam tourism industry. The initiative was led by the Environmentally and Socially Responsible Tourism Capacity Development Programme (known as ESRT Programme) as technical support to Vietnam National Administration of Tourism (VNAT).
«Реализация проекта «Государственно-частное партнерство в сфере туризма в Баренцевом регионе/BART» (г-жа Мари Вахакуопус — менеджер проекта, Университет прикладных наук Рованиеми (Финляндия))
«Сотрудничество в области туризма Вышеградской четверки — совместное продвижение четырех центрально-европейских стран на зарубежных рынках» (г-н Золтан Пап — эксперт ЮНВТО (Венгрия))
Dynamisation of governance approaches in destination management by leadership...Andreas Kagermeier
Andreas Kagermeier
(Trier University, Leisure and Tourism Geography)
Abstract
for a presentation in the Session: Challenges for Destination Governance Approaches in the Era of Post-Fordism
at the AAG Annual Meeting, March 29 - April 2, 2016, San Francisco
During the 1990s, both tourism science and the tourism industry became aware that coordi-nated destination management must be undertaken in order to position a destination as a competitive unit. After the turn of the millennium interaction between the relevant stakehold-ers became the dominant aspect of analysis from the perspective of the governance ap-proach. Recently, the discussion has become increasingly oriented towards the role played by leadership in the context of a destination.
The aim of the presentation is to interpret the leadership approach as a complementary as-pect to the quite static governance approach. The island of Cyprus is taken as an example. Emphasis will especially be placed on the reinterpreted new role of regional DMOs as facili-tators and mediators in interplay with private entrepreneurs.
To date, destination government structures in Cyprus have been marked by a traditional top-down approach featuring rather weak relations and cooperation between the different public and private stakeholders. A reorientation of the destination means that quite complex products have to be developed and branded that meet customers’ requirements concerning hybrid appealing offers for creative and active tourism. So far, these Post-Fordist production schemes, based particularly on economies of scope, have experienced little progress. Given the circumstances, a few innovative stakeholders that have the capacity to invest in new products by themselves and gain market access prefer not to become integrated in regional networks, and instead act in isolation. Thus they fail to fulfill their role as innovative entrepre-neurs that lead the way in restructuring the destination.
Contact details:
Professor Dr. Andreas Kagermeier
Freizeit- und Tourismusgeographie
Universität Trier
Universitätsring 15
54286 Trier
Germany
andreas.kagermeier@uni-trier.de
Destination Management Public Sector and Tourism Policy Destination Image Development Attributes of Destination Destination Planning Destination Development and Sustainable Future
04 en - unesco presentation esrt donor roundtable-jan 2016_t(1)duanesrt
On January 28th, 2016, representatives of nearly ten international donor agencies gathered in Hanoi in a roundtable meeting on coordination for Vietnam tourism industry. The initiative was led by the Environmentally and Socially Responsible Tourism Capacity Development Programme (known as ESRT Programme) as technical support to Vietnam National Administration of Tourism (VNAT).
«Реализация проекта «Государственно-частное партнерство в сфере туризма в Баренцевом регионе/BART» (г-жа Мари Вахакуопус — менеджер проекта, Университет прикладных наук Рованиеми (Финляндия))
«Сотрудничество в области туризма Вышеградской четверки — совместное продвижение четырех центрально-европейских стран на зарубежных рынках» (г-н Золтан Пап — эксперт ЮНВТО (Венгрия))
Dynamisation of governance approaches in destination management by leadership...Andreas Kagermeier
Andreas Kagermeier
(Trier University, Leisure and Tourism Geography)
Abstract
for a presentation in the Session: Challenges for Destination Governance Approaches in the Era of Post-Fordism
at the AAG Annual Meeting, March 29 - April 2, 2016, San Francisco
During the 1990s, both tourism science and the tourism industry became aware that coordi-nated destination management must be undertaken in order to position a destination as a competitive unit. After the turn of the millennium interaction between the relevant stakehold-ers became the dominant aspect of analysis from the perspective of the governance ap-proach. Recently, the discussion has become increasingly oriented towards the role played by leadership in the context of a destination.
The aim of the presentation is to interpret the leadership approach as a complementary as-pect to the quite static governance approach. The island of Cyprus is taken as an example. Emphasis will especially be placed on the reinterpreted new role of regional DMOs as facili-tators and mediators in interplay with private entrepreneurs.
To date, destination government structures in Cyprus have been marked by a traditional top-down approach featuring rather weak relations and cooperation between the different public and private stakeholders. A reorientation of the destination means that quite complex products have to be developed and branded that meet customers’ requirements concerning hybrid appealing offers for creative and active tourism. So far, these Post-Fordist production schemes, based particularly on economies of scope, have experienced little progress. Given the circumstances, a few innovative stakeholders that have the capacity to invest in new products by themselves and gain market access prefer not to become integrated in regional networks, and instead act in isolation. Thus they fail to fulfill their role as innovative entrepre-neurs that lead the way in restructuring the destination.
Contact details:
Professor Dr. Andreas Kagermeier
Freizeit- und Tourismusgeographie
Universität Trier
Universitätsring 15
54286 Trier
Germany
andreas.kagermeier@uni-trier.de
Destination Management Public Sector and Tourism Policy Destination Image Development Attributes of Destination Destination Planning Destination Development and Sustainable Future
Passionate about Northern Norway's landscapes and culture, I've carved a career in tourism, combining academic
knowledge with practical experience. As a former Social Media and Booking Manager at Nirjon Nature's Hideout, I
specialized in tailoring travel experiences and boosting digital brand presence. My linguistic immersion in Alta at
Circle K Retail AS has accelerated my Norwegian proficiency, underscoring my dedication to the culture. Previous
roles at North Adventure and Smart Tourism in Bangladesh have deepened my customer service and itinerary
planning expertise. Currently pursuing a master's at UiT Norges Arktiske Universitet, I'm studying the nexus of
social media and Northern Norway tourism. I aim to curate memorable journeys using my photography, social
media handling, and travel management prowess.
Bathurst Region Destination Management PlanMegan Dixon
This is a short overview of the Bathurst Region Destination Management Plan, developed for Bathurst Regional Council and its community during 2014.
The DMP was adopted by Council in May 2015, and subsequently Bathurst Regional Council has allocated $200,000 towards its implementation in the 2015/16 financial year.
The DMP was developed by Seed Business Solutions and included market and visitor research, community and stakeholder consultation; along with an analysis of tourism trends and of the region and its assets.
Blessed with the internationally renowned Mount Panorama motor racing circuit, as well as the Australian Mineral and Fossil Collection; this region, that includes Australia's first inland European settlement has much potential to become an premier destination in regional Australia.
Bike Week is the biggest nationwide cycling event in the UK. A national celebration of cycling, Bike Week helps you get more out of life – by getting on your bike and exploring your local community.
Bike Week focuses on encouraging families to taking up cycling as a regular activity in their local community. Bike Week is the time to “live local and get cycling.”
Bike Week is free to enter and open to everyone – you can either take part in an event or organise one yourself, you don’t have to be an experienced cyclist either, anyone can set up a Bike Week event.
To find out more about organising a Bike Week Event, or to see what events are going on in your area, go to www.bikeweek.org.uk
CASE STUDY: KRKA NATIONAL PARK: TOURISM − MOBILIZE USERS AND YOU WILL GET GOOD CONTENT
We all know that producing quality content is difficult and expensive. How was this done with the help of mobilized users in the case of Croatian tourism (Zakaj Hrvaška, Krka National Park, Valmar, Barve Istre, etc.)?
Mekong tourism industry engagement presentation feb 2016 jens thraenhartDr Jens Thraenhart
Mekong Tourism launches programs to engage and collaborate with the tourism industry in order to work together to promote the Greater Mekong Subregion as a single tourism destination.
Passionate about Northern Norway's landscapes and culture, I've carved a career in tourism, combining academic
knowledge with practical experience. As a former Social Media and Booking Manager at Nirjon Nature's Hideout, I
specialized in tailoring travel experiences and boosting digital brand presence. My linguistic immersion in Alta at
Circle K Retail AS has accelerated my Norwegian proficiency, underscoring my dedication to the culture. Previous
roles at North Adventure and Smart Tourism in Bangladesh have deepened my customer service and itinerary
planning expertise. Currently pursuing a master's at UiT Norges Arktiske Universitet, I'm studying the nexus of
social media and Northern Norway tourism. I aim to curate memorable journeys using my photography, social
media handling, and travel management prowess.
Bathurst Region Destination Management PlanMegan Dixon
This is a short overview of the Bathurst Region Destination Management Plan, developed for Bathurst Regional Council and its community during 2014.
The DMP was adopted by Council in May 2015, and subsequently Bathurst Regional Council has allocated $200,000 towards its implementation in the 2015/16 financial year.
The DMP was developed by Seed Business Solutions and included market and visitor research, community and stakeholder consultation; along with an analysis of tourism trends and of the region and its assets.
Blessed with the internationally renowned Mount Panorama motor racing circuit, as well as the Australian Mineral and Fossil Collection; this region, that includes Australia's first inland European settlement has much potential to become an premier destination in regional Australia.
Bike Week is the biggest nationwide cycling event in the UK. A national celebration of cycling, Bike Week helps you get more out of life – by getting on your bike and exploring your local community.
Bike Week focuses on encouraging families to taking up cycling as a regular activity in their local community. Bike Week is the time to “live local and get cycling.”
Bike Week is free to enter and open to everyone – you can either take part in an event or organise one yourself, you don’t have to be an experienced cyclist either, anyone can set up a Bike Week event.
To find out more about organising a Bike Week Event, or to see what events are going on in your area, go to www.bikeweek.org.uk
CASE STUDY: KRKA NATIONAL PARK: TOURISM − MOBILIZE USERS AND YOU WILL GET GOOD CONTENT
We all know that producing quality content is difficult and expensive. How was this done with the help of mobilized users in the case of Croatian tourism (Zakaj Hrvaška, Krka National Park, Valmar, Barve Istre, etc.)?
Mekong tourism industry engagement presentation feb 2016 jens thraenhartDr Jens Thraenhart
Mekong Tourism launches programs to engage and collaborate with the tourism industry in order to work together to promote the Greater Mekong Subregion as a single tourism destination.
Mekong tourism industry engagement presentation feb 2016 jens thraenhart
NZ-Campaign-Plan-official
1. RMIT electronic submissions of work for assessment
I declare that in submitting all work for this assessment I have
read, understood and agreed to the content and expectations of
the Assessment declaration.
2. NEW ZEALAND TOURISM
CAMPAIGN PLAN
Students’ names:
Vo Thi Diem Trang - s3480032
Le Ngo Hong Thao - s3479999
Duong Cao Trong Hieu - s3479995
Nguyen Ngoc Tran - s3393968
Nguyen Ha Phuong Linh - s3447521
Lecturer’s name: Nguyen Yen Khanh
3. TABLE OF CONTENTS
1. Target Audience
2. Communication and Action Objectives
3. Key message and Slogan
4. Creative Concept
5. IMC tools
6. Media Objectives
7. Scheduling Pattern
8. Media Flowchart
9. Campaign Evaluation
4. TARGET AUDIENCE
Geographic • Ho Chi Minh City - 7 million inhabitants
(Vietnam Travel and Living Guide n.d.)
Demographic • 25-40 year olds - 44% of total population
(Central Intelligence Agency 2014)
• High income
(more than 1000 USD/month)
5. Psychographic • Natural beauty
• Adventurous/ outdoor activities
Behavioral • Travel abroad frequently
Benefits
sought
• New natural beauty
• New experience and skills
• Experience the difference and contrast
in the geographical features and climate
6. COMMUNICATION & ACTION OBJECTIVES
Communication Objectives:
After the campaign:
• Create brand awareness to 40% of the target audience
• Make 40% of the target audience know about special
weathers and various activities
• Create brand preference to 30% of the target audience
7. Action Objectives:
• Attract 10.000 people visit website and 15.000 people like &
share fan page on Facebook after the campaign.
• Attract10.000 people join in promotional programs during
the campaign
• Attract 5.000 people travelling to New Zealand in 2015.
COMMUNICATION & ACTION OBJECTIVES
8. KEY MESSAGE
New Zealand will provide various adventurous activities in
diverse geographical features at the same time.
Supporting reasons:
• The diversity of climate
• The diversity of topography
→ the opportunities of various activities
12. IMC TOOLS - PUBLIC RELATIONS
- Press conference
- Event: ‘A day in New Zealand’
• Location: Ban Nguyet lake
• Time: June 7-21. 2014
• Activities: - Landscape models
- Adventurous activities
- Contest
18. - Magazines: Heritage and The gioi Van Hoa
with pop-up advertisement
- Reach 1 400 000 people/month
- 31% readers are travelers
(Vietnam Airlines 2013)
- 45 000 issues/ week
(Bookingquangcao.com 2013)
19.
20. BANNERS
• To introduce and appeal for the event
• Location:
- Crowded areas
(Nguyen Hue, Dong Khoi street, Phu My Hung area)
- VnExpress online – 4 million pageviews/ day
(VnExpress.net 2014)
21. Billboards at high traffic density areas such as Nga Sau Cong Hoa,
Hoang Van Thu park → reach 1 million motorbikes/day
(Vinabrand 2013)
OUTDOOR ADVERTISING
26. SOCIAL MEDIA
• Facebook and website
→ Spread information
→ Disseminate the campaign
→ Create conversation
→ Conduct the contest
27. Contest ‘An adventure day in New Zealand’
• A photography contest
• Conducted during the main event
• Main website and Facebook
→ Prizes: Tours to New Zealand
IMC TOOLS - SALES PROMOTION
29. Contest
‘An adventure day
in New Zealand’
Gifts
- Get people involved
- Increase number of visitors
to Facebook, website.
- Deliver the key message
- Cultivate relationships
IMC TOOLS - SALES PROMOTION
30. IMC TOOLS- POINT OF PURCHASE
http://www.bloomhouse.com.vn/uploads/products/20130405222810.jpg http://www.arthitectural.com/wp-content/uploads/2012/08/DSC0141.jpg
31. Be decorated with:
- Posters
- Landscape models
Provide:
- Gifts
- Information
- Attract more target audience
- Integrate and be consistent
with other tools
- Maintain relationships
- Influence behaviours
32. MEDIA OBJECTIVES
- To make 40% of the target audience see the promotion
materials at least 3 times/week
34. Media Flowchart
Media details May June July Cost
Main event
TVC HTV7 (Mon → Sun: 19:30-21:00) 3.055,000,000
HTVC Travelling and Living
(Mon, Wed, Fri, Sat, Sun: 19:00 – 23:00) 1,300,000,000
Newspapers Tuoi Tre (full pages/ 3 times/ week * 3 weeks) 585,000,000
The Thao & Van Hoa
(full pages/3 times/ week *3 weeks) 144,000,000
Magazines Heritage double page (once a month * 3 months) 694,000,000
The gioi van hoa double page
(once/ week * 13 weeks) 624,000,000
Billboards Nga sau Dan Chu 150,000,000
Hoang Van Thu park 225,000,000
Ambient ads Vincom B (frame x 3 sides) 73,710,000
Cresent Mall (frame x 3 sides) 55,692,000
Banners Viet Nam Express (Half Banner: 364 x 90) 176,000,000
Dong Khoi + Nguyen Hue Street (30 banners) 180,000,000
Phu My Hung (30 banners) 180,000,000
Total 7,438,402,000
35. EVALUATION
• Target audience know about special features
→ Recognition tests
• Brand preference
→ Likeability tests.
• Visitors of website, Facebook, event
→ Likeability + Direct- response count
• Attract to visit New Zealand
→ persuasion tests.
36. CONCLUSION
- Key message: New Zealand will provide various
adventurous activities in diverse geographical features at
the same time.
- Creative concept: We not only introduce the new
travelling destination but we also allow you to experience
the diverse New Zealand in your city.
- IMC tools: Public relations, Advertising, Sales promotion,
POP, Social media
37. REFERENCES
• Blue Pioneer Chalet 2014, ‘Outdoor Climbing Wall’, Blue Pioneer Chalet, viewed 23 April 2014,
<http://www.bluepioneerchalet.ca/?attachment_id=876>.
• Booking Quang Cao 2013, ‘Bang gia quang cao The Gioi Van Hoa 2014’, Booking Quang Cao, viewed 3 May 2014,
http://bookingquangcao.com/quang-cao/the-gioi-van-hoa.
• Breathtaking Landcapes 2013, “Skippers Canyon – New Zealand”, image, wordpress, 26 February, viewed 3 May
2014, <https://breathtakinglandscapes.wordpress.com/tag/new-zealand/>
• Brian 2011, ‘BMN New-Zealand-Landscapes’, image, Brian’s outfit, 24 February, viewed 25 April 2014,
<http://outfitnm.com/2011/02/bmn-new-zealand-landscapes/.>.
• Court Travel Ltd n.d, New Zealand, viewed 2 April 2014, <http://www.courttravel.com/10450163_5448.htm>
• J2SkiNews n.d, ‘Indoor Ski Center Project Move Forward Around The World’, J2SKI, 29 October, viewed 23 April
2014, <http://www.j2ski.com/ski-chat-forum/posts/list/14498.page>.
• Le 2013, ‘San truot bang lon nhat Viet Nam’, Zing News, 8 January, viewed 23 April 2014,
<http://news.zing.vn/San-truot-bang-lon-nhat-Viet-Nam-post338998.html>.
• Mytripolog 2011, “New Zealand, Visit the Sites of The Lord of the Rings”, image, 7 July, viewed 3 May 2014,
<http://www.mytripolog.com/2011/07/new-zealand-visit-the-sites-of-the-lord-of-the-rings/.>.
38. REFERENCES
• Tourism New Zealand n.d., “Marketing New Zealand through films and the Hobbit trilogy”, image, viewed 3 May 2014,
<http://www.tourismnewzealand.com/sector-marketing/film-tourism/>
• Travelmail reporter 2013, ‘The Hobbit DVD to feature the film's stars discussing their love of New Zealand’, image,
dailymail.co, 20 April, viewed 25 March 2014, <http://www.dailymail.co.uk/travel/article-2296316/The-Hobbit-DVD-
feature-stars-talking-favourite-places-New-Zealand.html>.
• United Campervans n.d, New Zealand’s Natural Environment, viewed 2 April 2014,
<http://www.unitedcampervans.co.nz/travel-info/about-new-zealand>.
• Vietnam Airlines 2013,’Vietnam Airlines Inflight Magazine Media Kit’, LuaViet.co, viewed 3 May 2014,
<http://luaviet.co/vn/media/2012/09/LUA-VIET-HERITAGE-2013.pdf>.
• Vinabrand 2013, 'Billboard at Nga Sau Dan Chu traffic circles, district 3', Vinabrand , viewed 20 April 2014,
<http://vinabrand.com.vn/p55536/bang-quang-cao-tai-trung-tam-Tp-HCM-Vong-xoay-nga-6-Dan-Chu-Quan-3.aspx>.
• Vinabrand 2013, 'Billboard at Tan Son Nhat airport (1 Pho Quang HCMC)’, Vinabrand, viewed 20 April 2014,
<http://vinabrand.com.vn/p4795/San-bay-Tan-Son-Nhat-So-1-Pho-Quang-bang-quang-cao-Vina-Brand.aspx>.
• Vnexpress.net 2014, ‘Vnexpress website report’, Hypestat.com, viewed 5 May 2014,
<http://vnexpress.net.hypestat.com/>.
• Wallcoo n.d, ‘New Zealand landscape wallpapers’, image, Wallcoo.net, viewed 25 April 2014,
<http://www.wallcoo.net/nature/New_zealand_landscape/wallpapers/1440x900/Lake_in_the_clouds,Queenstown,%20N
ew%20Zealand.html>.
• YBA 2008,’Bao Tuoi Tre’, Youth business association HCMC, viewed 26 April 2014, <http://ybahcm.com.vn/g10-bao-
tuoi-tre.aspx>.
