TOURISM DEVELOPMENT Making three ends meet Henrik Halkier Professor of Regional and Tourism Studies...

TOURISM DEVELOPMENTMaking three ends meet

Henrik HalkierProfessor of Regional and Tourism Studies

Aalborg UniversityDenmark

halkier@cgs.aau.dkhttp://www2.ihis.aau.dk/~halkier/

TOURISM DEVELOPMENTMaking three ends meet

Henrik HalkierAalborg UniversityDenmark

halkier@cgs.aau.dk

TOURISM DEVELOPMENTMaking three ends meet

Henrik HalkierAalborg UniversityDenmark

halkier@cgs.aau.dk

TOURISM DEVELOPMENTMaking three ends meet

1. Introduction: Actors in tourism development

2. Reasons to go / 1: Destination attractiveness

3. Reasons to go / 2: Image and experiences

4. Alternative strategies

5. Nothing special? Extending the season in a cool location

http://www2.ihis.aau.dk/~halkier/

Tourists and tourism:WHAT’S IN A NAME ?

“someone who moves away from home on a temporary or short-term basis for at least 24 hours, whether travelling in his or her own country (domestic tourism) or going to another country (international tourism)”

(Law, 1994 p.4).

Tourists and tourism:WHAT’S IN A NAME ?

”Tourism may be defined as the sum of the processes, activities, and outcomes arising from the interactions among tourists, tourism suppliers, host governments, host communities, origin governments, universities, community colleges, and non-governmental organisations, in the process of attracting, transporting, hosting and managing these tourists and other visitors”.

(Weaver & Lawton 2006, p.3).

Tourism developmentMAPPING A TRIANGLE

Source: H. Halkier: Regional turismeudvikling mellem udbud og efterspørgsel, in Halkier et al. (eds.):Regional turismeudvikling mellem udbud og efterspørgsel, Aalborg: Aalborg Universitetsforlag, 2002, p 120

Tourists

Public facilitators/regulators

Private providers

Reasons to go / 1DESTINATION PULL

FACTORS

Geographical proximity to markets Accessibility to markets Availability of attractions Availability of services Affordability Peace, stability & safety Cultural links Positive market image Pro-tourism policies

Reasons to go / 1NORTHERN CHALLENGES

?

0,0 2,0 4,0 6,0 8,0 10,0 12,0 14,0

DenmarkFinlandIrelandNorwaySweden

UKAustriaBelgiumFrance

GermanyNetherlandsSwitzerland

BulgariaCzechEstoniaHungaryLatvia

LithuaniaPoland

RomaniaSlovakiaCyprusGreeceItalyMalta

PortugalSloveniaSpainTurkey

Expenditure/GDP (%)

Receipts/GDP (%)

International tourism in Europe.Source: Calculated on the basis of World Tourism Organisation 2005.

Reasons to go / 1NORTHERN CHALLENGES

?

-2,0

-1,0

0,0

1,0

2,0

3,0

4,0

-4,0 -2,0 0,0 2,0 4,0 6,0 8,0 10,0 12,0 14,0

Receipts above EU average (% of GDP)

Exp

end

itu

re a

bo

ve E

U a

vera

ge

(% o

f G

DP

)

Reasons to go / 2IMAGES OF OTHERS

+ -

=Friendly images

Investor appeal

Dull images

Indifference?

Exotic images

Tourist appeal

Hostile images

Enemy-making

Reasons to go / 2COMPLEX EXPERIENCES

Attraction

Cultural Natural

Organi-sation

Individual Ruhr heritageVisiting relatives

Achterhoek ruralNorth DK coastal

Collective Antalya footballCorporate incentives

Antalya coastalAlpine skiing

Attractions more/less possible to develop Organisation creates different ways to approach

potential visitors

ALTERNATIVE STRATEGIES?

NEW COMMUNIKATION?

No Yes

NEW

EXPE-RIEN-CES?

No Better service

Yes

Hospitality Convenient/cheap transport Mouth-to-mouth information

ALTERNATIVE STRATEGIES?

NEW COMMUNIKATION?

No Yes

NEW

EXPE-RIEN-CES?

No Better service

More promotion

Yes

Existing/new markets Digital convenience Analysis of competition?

ALTERNATIVE STRATEGIES?

NEW COMMUNIKATION?

No Yes

NEW

EXPE-RIEN-CES?

No Better service

More promotion

Yes More innovation

New products/attractions/services Destination development, coordination Analysis of trends in demand?

ALTERNATIVE STRATEGIES?

NEW COMMUNIKATION?

No Yes

NEW

EXPE-RIEN-CES?

No Better service

More promotion

Yes More innovation

Stronger brand

Authentic and unique experiences Existing image as a challenge Relevance for all types of tourism?

NOTHING SPECIAL?Extending the season in a cool location

NOTHING SPECIAL?Extending the season in a cool location

ConceptualisingFOOD TOURISM

FT

F

FT

T

RDA

DMO

INTER/NATIONAL CONTEXT

Exchangeto be

increased

NOTHING SPECIAL?Extending the season in a cool location

Tomsk – www.visittomsk.ru ???