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Slide Nr. 1
Destination Management
Lecture 2
University of Applied Sciences StralsundLeisure and Tourism Management
WS 2006/2007
Slide Nr. 2
Summary of the last lecture
• Attractions in general- encourage visitors to region, no tourism without ~, …
• Attractions defined- a designated permanent resource …
• Typology of attractions- natural, man made, special events
• Terms and interrelations- attractions and destinations, …
• Classification of attractions- catchment area, size, ownership, …
Slide Nr. 3
still Part One
Sets the contextby defining attractions, looking at their role in tourism,
examining the attraction product and market,and outlining the business environment of attractions
Slide Nr. 4
The Role of Attractions in Tourism
Slide Nr. 5
Reasons for growth in visitor attractions
• Increased disposable income;
• More leisure time;
• Advances in transport;
• Education;
• Media images;
• Increased marketing.
Part One \ The role ...
Slide Nr. 6
What are some of the trends effecting attractions?
• Ageing population;
• Desire for an educational experience;
• Cultural and historic preservation;
• Other Trends:- Changing technology (miniaturisation, computer effects);- “Now” Generation (instant gratification);- Disposable society;- Changing sociographics (changing traditional family
structures.)
Part One \ The role ...
Slide Nr. 7
History of attractions
• Most initially used for other purposes;
• Religious shrines motivated travel during medieval times;
• Growing cultural interest during the Renaissance;
• Grand Tour in 18th & 19th Century;
• 20th Century saw the beginning of created attractions and events.
Part One \ The role ... \ History of attractions
Slide Nr. 8
Swarbrooke's development of destinations
• Single attraction;
• Embryonic destination:- Services develop around the single attraction;
• Developed single market destination:
- Other attractions,designed for same market;
• Diversified destination:- Other attractions, designed designed for new markets.
Part One \ The role ... \ Attractions and other sectors of tourism
Slide Nr. 9
• Transport networks make attractions physically accessible• Road links are by far the most important type• Attractions often lead to the development of new public
transportation services
• Good on-site transport networks encourage visitors to use as many attractions as possible
• Innovative on-site transport modesare often recognized as anattraction in their own right
Transport
Part One \ The role ... \ Attractions and other sectors of tourism
Slide Nr. 10
Tour operation
• Attractions are vitally important for packaging holidays
• Excursions, taken away from the base destination,are a valuable source of income for tour operators;
- a number of attraction within a short range desirable- attractions should be different from the main attraction- off-peak season depends on availability of sufficient attr.
• Dynamic Packaging ?!- driving forces: low cost carriers, broadband internet- new travel agents like expedia and lastminute
Part One \ The role ... \ Attractions and other sectors of tourism
Slide Nr. 11
Economic impact of attractions
• Positive- provide government with income by:
- taxes paid by employees- VAT paid on bought items- direct income from governmental owned attractions
- provide directly and indirectly jobs- foreign currency from overseas visitors (major attractions)
• Negative- Jobs are often poorly paid- Many local authority owned attractions lose money!- Opportunity costs when losing money
Part One \ The role ... \ The impact of attractions
Slide Nr. 12
Environmental impact of attractions
• Natural and non-tourist purpose man made attractions:Visitors often cause problems on the attraction itself
• Tourist purpose man made attractions and special events: Visitors often cause problems on the environment
• Pollution, destruction, often high consumption of land, water and energy
• Minimizing environmental impact is an important managerial task (Reinvesting Income …)
• Income from attractions is sometimes the only way to conserve / protect environment
Part One \ The role ... \ The impact of attractions
Slide Nr. 13
Sociocultural impact of attractions
• Huge numbers of visitors can ruin the atmosphere• Conflicts between visitors and ‘normal users’ of non-
tourist purpose attractions (Churches, cathedrals, beaches …)
• The character of religious and traditional events may suffer from too many spectators
• Less reflected needs and desires of local people(e.g. Sea Resort “Heiligendamm”)
• Improve health of people by providing recreation• Kind of compensation to stressful jobs and daily life
Part One \ The role ... \ The impact of attractions
Slide Nr. 14
The Attraction Product
Slide Nr. 15
What is a product?
Part One \ The attraction product
A product is anything that can be offered to a market for attention, acquisition, use, or consumption
that might satisfy a want or a need.It includes physical objects, services, persons,
places, organisations, and ideas.
Kotler, 1994
A product is an offering of an business entityas it is perceived by both present and potential customers.
It is a bundle of benefits designed to satisfy the needs and wants, and to solve the problems of, specified target markets.
A product is composed of both tangible and intangible elements: it may be as concrete as a chair or dinner plate
or abstract as ‚a feeling‘.
The utility derives from what it does for the customer.
Lewis and Chambers, 1989
Slide Nr. 16
Roller coaster
Wooden constr.SeatsPassengers
Screams
FearExcitement
Tangible and intangible elements
Part One \ The attraction product
Cathedral
ChairsBurning candlesVisitors
Silence
AtmosphereSpiritual value
Slide Nr. 17
The visitor attraction as a service product
Part One \ The attraction product
• The staff is part of the product itself
• Customers are involved in the production process
• Service products are not standardized
• The product is perishable and cannot be stored
• There is no tangible product to carry home
• The surrounding of the production process is a feature of the service
Slide Nr. 18
The three levels of the attraction product
Part One \ The attraction product
Excitementand/or
atmosphere
Core ProductRange of rides
and on-siteattractions
Sharing the parkwith other people
Brand namesuch as
Disneyland,Center Parks
Tangible Product
Quality ofservice
Safety
Augmented Product Ancilliary servicessuch as
catering and retailing
Services for visitorswith special needs
Proceduresfor handlingcomplaints
Opening TimeWeatherconditions
Car parking
(After Kotler, 1994)
Slide Nr. 19
Attractions and the product life-cycle
Part One \ The attraction product
Introduction Growth Maturity Decline
Time
Usageor
salesvolume
(After Kotler 1994)
• Public and voluntary operated attractions may never ‘die’!• Decline phase for the Pyramids?! Competitors?!• Relaunch of natural attractions?!
Slide Nr. 20
The Visitor Attraction Market
Slide Nr. 21
The visitor attraction market
Part One \ The visitor attraction market
• Success of an attraction depends on the market respond
• There is no single attraction market to be defined, identified and measured
• Market research is weak as:- private sector dominates ownership of attractions- we know little why people visit attractions at all- many attractions lack in sufficient monitoring systems
Slide Nr. 22
Market segmentation
Part One \ The visitor attraction market
• Geographical- … where the visitors live / come from
• Demographics- age, sex, race …
• Psychographic- attitudes and opinion coming from social class, lifestyle…
• Behavioristic- relationship with the product, benefits sought
Slide Nr. 23
Market segmentation, e.g. demographic / age
Part One \ The visitor attraction market
Child New experiences; Other children to play with.Paternal guidance and support
Teenager New experiences, Excitement, Status, More independencefrom parents, other teenagers, active participation
Young adult New experiences, freedom of action, other young adults,active participation
Young couple New experiences, romance, solitude
Young couple with baby facilities for babies, convinience for people with babies
Growing family Economy – e.g. family ticket, something for all the family
Empty nesters Chance to learn something, more passive participation
Elderly Whatching rather than doing, economy, company of other people, easy accessibility for people with mobility problems
Slide Nr. 24
The Business Environment
Slide Nr. 25
The business environment and visitor attractions
Part One \ The business environment
• Macro - environment- general societal forces on a national or international scale- strong influence but not controlled by organization- P E S T (PEST - Analysis)
• Micro – environment- 5 main components: organisational structure, suppliers, marketing intermediaries, customers, competitors,- can be influenced or controlled by organization
• … a complex web, changing constantly over time
Slide Nr. 26
Macro-environment
Part One \ The business environment
• Political factors- cover all actions of governmental bodies
• Ecomnomic factors- influencing the attr. Market > disposable income- influencing attr. Product > inflation, interest rates
• Sociocultural factors- demographic and cultural trends, consumer behavior
• Technological factors- influence product, management and competition
Slide Nr. 27
Micro-environment
Part One \ The business environment
• Organization- management structure and style, company culture, arrangement of functions
• Suppliers- F&B, Souvenirs, services for running the attraction
• Marketing intermediaries- tourist information, tour operators, travel writers
• Customers- existing customers are potential marketing intermediaries
• Competitors- difficult to identify competitors; but once identified to be evaluated:- main product, targeted market, strength & weaknesses, future plans
Slide Nr. 28
Macro environment – two examples
Part One \ The business environment
- Weather- as most are under cover, bad weather is usually beneficial
- Weather- as most are open air, bad weather reduces visitor numbers
Natural
- Need to keep up with the latest methods of interpretation
- New types of rides- Virtual reality- Management Information Systems
Technological
- Percentage of the population in the middle age group and in the social classes A and B
- Percentage of the population in the younger age group- The changing stucture of the family
Sociocultural
- If a charge is made, the state of the economy,- otherwise of little importance
- State of the economy- Interest rates due to the need for constant new product development
Economic
- Laws affecting local government- Control on local authority expenditure
- Health and Safety law- Legislation on the rights of the part time workers
Political
Small local authority museumMajor theme parkFactor in business environment
Slide Nr. 29
Micro environment – two examples
Part One \ The business environment
- Often bureaucratic- Professional culture- Many permanent full-time staff
- Usually interpreneural- Mainly seasonal and part time staff
Organisation
- Other attractions targeting: - social Class A and B, - visitors in the 25-60 age group, - educational groups.
- Other theme parks, amusement parks and arcades- Other attractions aimed at social Class C and D
Competitors
- Often heavy dependence on regular repeat visitors
- Significant brand loyalty, but few visits per annum- Regional & national catchment area
Customers
- Tourist Information Centers, existing customers
- Tourist Information Centers, hotels which display literature, media, tour operators, existing customers
Marketing intermediaries
- Artefacts, often from the public- Limited catering and souvenirs- Staff training through museum professional bodies
- The rides and on-site attractions, catering products, souvenirs,
Suppliers
Small local authority museumMajor theme parkFactor in business environment