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Central Issues in Tourism Research and Development
John L. CromptonUniversity Distinguished Professor, Regents Professor,
Presidential Professor for Teaching ExcellenceTexas A&M University
Sanya, Hainan, October 2014
Business Travel
Recreation and Park Attractions in a Jurisdiction
Tourism
Opportunities for Local Residents
Visiting Friends and Relatives – Personal Business
Conference and
Convention Travel
Pleasure Travel –
Sphere of Interest
Segments of Travel and their Inter-relationship with Parks and Recreation
Recreation and park attractions NOT operated
by a public agency
MICRO LEVEL
Tourism Research Areas
MACRO LEVEL• Attractions• Trip patterns• Motives/benefits sought• Positioning
• Forecasting
DESTINATION HOST-GUEST INTERACTIONS
Individual tourists’ post trip evaluations• Service Quality/Satisfaction
Impacts of tourists on host community• Economic• Social• Environmental
Arts Theaters, Art Galleries, Museums, Performing Groups, Music Concerts
Heritage Places Ethnic Cultural Places, Shrines/Churches, Historical Sites and Structures, Educational Instructions, Industry Factory Tours
Parks National, State, Regional, Local, Beaches, Theme Parks
Recreation Events and Festivals, Aquatic and Coastal Areas, Outdoor recreations (e.g. camping, fishing, hunting), golf, tennis, skiing, sailing, softball), Fitness and Wellness Centers
Arenas College Sports, Professional Franchises, Concerts and Exhibitions
Other Gambling Places, Cruise Ships
A Taxonomy of Tourist Attractions
AN ATTRACTION IS NOT, IT BECOMES
IT NEEDS A TOURISTA SIGHTA MARKER which provides
information about a sight
A MARKER could be a guidebook, slide show, information tablet, travelogue,
etc.
IF attractions are close together, THEN people travel a further distance AND stay longer/spend more.
WHY?
Efficient.Tourists’ costs per experience are reduced:
Economies of scale
Law of Cumulative Attraction
MICRO LEVEL
Tourism Research Areas
MACRO LEVEL• Attractions• Trip patterns• Motives/benefits sought• Positioning
• Forecasting
DESTINATION HOST-GUEST INTERACTIONS
Individual tourists’ post trip evaluations• Service Quality/Satisfaction
Impacts of tourists on host community• Economic• Social• Environmental
Alternative Spatial Patterns of Pleasure Vacation Trips
HOMEA₁
Single destination pattern
B₂D₂
F₂
C₂E₂A₂
En route pattern
Alternative Spatial Patterns of Pleasure Vacation Trips
HOMEA₁
Single destination pattern
B₂D₂
F₂
C₂E₂A₂
En route pattern
B₃ A₃F₃
C₃E₃
D₃Base camppattern
Alternative Spatial Patterns of Pleasure Vacation Trips
HOME
A₄
F₄
E₄
D₄
C₄
B₄
Regional tourpattern
B₅
F₅E₅
D₅
A₅C₅
Trip chainingpattern
MICRO LEVEL
Tourism Research Areas
MACRO LEVEL• Attractions• Trip patterns• Motives/benefits sought• Positioning
• Forecasting
DESTINATION HOST-GUEST INTERACTIONS
Individual tourists’ post trip evaluations• Service Quality/Satisfaction
Impacts of tourists on host community• Economic• Social• Environmental
Marketing MyopiaNarrow, short-term thinkingPeople do not want
services/products; they want the benefits these services/products give them.
TN LevittHBR July-August 1960
“Movies implied a specific, limited product. This produced a fatuous contentment, which from the beginning led producers to view TV as a threat. Hollywood scorned and rejected TV when it should have welcomed it as an opportunity to expand the entertainment business.”
(Levitt 1960)
Disney Entertainment
Walt Disney Film Studios ABC television network ESPN, Disney Channel, ABC Family 14 theme parks and resorts Cruise line NHL Anaheim Ducks Consumer product merchandising, toys,
clothing
What Business Are We In?
Charles Revson:
“ In the factory we make cosmetics. In the store we sell hope.”
Social interaction with friends and family kin. Social interaction with previously unknown
others. Ethnic and cultural identity A gain in prestige; social recognition; status.
The mastery of particular skills may be regarded as a form of “conspicuous consumption,’ which brings forth peer group recognition.
Excitement; an adrenaline rush; exhilaration. Ego-satisfaction of achievement and
accomplishment; a desire to be successful.
Security; to be part of a group that gives a sense of belonging, connectedness to others, and sense of affection.
The feeling of being important and having responsibility; growth of self-worth and self-confidence.
Fantasy; illusion; offering temporary escape from the realities and routines of everyday life.
Relaxation and alleviation of stress and tension, which may be obtained from hard or no physical effort.
Catharsis from “flow” to alleviate negative tensions, anxiety, anger and unwanted adrenaline.
Acquisition of knowledge; satisfaction of curiosity.
Feeling of well-being and vitality that derive both from exercise and physical fitness, and from mental alertness.
Regression; the desire to “let your hair down” and act in a puerile, adolescent way.
Aesthetic enhancement derived from being in an attractive natural environment.
Challenge and risk, which lead to self-exploration, self-discovery, and self-development and may be obtained from sailing or skydiving, or from acting, dancing, or fly fishing.
Why Do People Go Fishing?
To: Experience the outdoors Develop skills Pit wits with the fish Be with friends Share skills with others – especially children Mental change and relaxation Escape from pressures of everyday life Take a trophy Get food
Motivations for Pleasure Travel (1979)[Benefits tourists want] Escape from a perceived mundane
environment
Motivations for Pleasure Travel (1979)[Benefits tourists want] Escape from a perceived mundane
environment Exploration and evaluation of self
Motivations for Pleasure Travel (1979)[Benefits tourists want] Escape from a perceived mundane
environment Exploration and evaluation of self Mental relaxation
Motivations for Pleasure Travel (1979)[Benefits tourists want] Escape from a perceived mundane
environment Exploration and evaluation of self Mental relaxation Prestige
Motivations for Pleasure Travel (1979)[Benefits tourists want] Escape from a perceived mundane
environment Exploration and evaluation of self Mental relaxation Prestige Enhancement of family relationships
Motivations for Pleasure Travel (1979)[Benefits tourists want] Escape from a perceived mundane
environment Exploration and evaluation of self Mental relaxation Prestige Enhancement of family relationships Social interaction with others beyond the family
Motivations for Pleasure Travel (1979)[Benefits tourists want] Escape from a perceived mundane
environment Exploration and evaluation of self Mental relaxation Prestige Enhancement of family relationships Social interaction with others beyond the family Curiosity; desire for more knowledge
Motivations for Pleasure Travel (1979)[Benefits tourists want] Escape from a perceived mundane
environment Exploration and evaluation of self Mental relaxation Prestige Enhancement of family relationships Social interaction with others beyond the family Curiosity; desire for more knowledge Regression to juvenile behavior
MICRO LEVEL
Tourism Research Areas
MACRO LEVEL• Attractions• Trip patterns• Motives/benefits sought• Positioning
• Forecasting
DESTINATION HOST-GUEST INTERACTIONS
Individual tourists’ post trip evaluations• Service Quality/Satisfaction
Impacts of tourists on host community• Economic• Social• Environmental
Positioning is a relative rather than absolute concept (c.f. image)
Differentiates between: destinations/attractions Market segments
Positioning
Benefits sought by different visitor groups from the lower Rio Grande Valley of Texas
GoodProspects
First-timeVisitors
RepeatVisitors
Factor I:Social Contact
Factor II:Curiosity
Factor III:Temperature
-.214b -.076b .178a
.190a .058a -.143b
-.037b .121a -.077b
MICRO LEVEL
Tourism Research Areas
MACRO LEVEL• Attractions• Trip patterns• Motives/benefits sought• Positioning
• Forecasting
DESTINATION HOST-GUEST INTERACTIONS
Individual tourists’ post trip evaluations• Service Quality/Satisfaction
Impacts of tourists on host community• Economic• Social• Environmental
Performance = Expectations Acceptable SQ/S
Performance > Expectations High SQ/S
Performance < Expectations Low SQ/S
Satisfaction (S) and Service Quality (SQ)
Satisfaction = tourist’s quality of experience
Service Quality = tourist’s perception of the quality of opportunity/service provided by the supplier
Difference Between Satisfaction and Service Quality
Satisfaction = tourist’s quality of experience
Service Quality = tourist’s perception of the quality of opportunity/service provided by the supplier
SQ Intervening Factors Satisfaction
Difference Between Satisfaction and Service Quality
e.g. weather mood companions
Tangibles
Five Dimensions of Service Quality
Appearance of physical facilities, equipment, personnel, and communication materials
Tangibles
Reliability
Five Dimensions of Service Quality
• Appearance of physical facilities, equipment, personnel, and communication materials
• Ability to perform the promised service dependably and accurately
Tangibles
Reliability
Responsiveness
Five Dimensions of Service Quality
• Appearance of physical facilities, equipment, personnel, and communication materials• Ability to perform the promised service dependably and accurately
• Willingness to help customers and provide prompt service
Tangibles
Reliability Responsiveness
Assurance
Five Dimensions of Service Quality
• Appearance of physical facilities, equipment, personnel, and communication materials• Ability to perform the promised service dependably and accurately
• Willingness to help customers and provide prompt service
• Knowledge and courtesy of employees and their ability to convey trust and confidence
Tangibles
Reliability Responsiveness
Assurance
Empathy
Five Dimensions of Service Quality
• Appearance of physical facilities, equipment, personnel, and communication materials• Ability to perform the promised service dependably and accurately
• Willingness to help customers and provide prompt service
• Knowledge and courtesy of employees and their ability to convey trust and confidence
• Caring, individualized attention the firm provides its customers
MICRO LEVEL
Tourism Research Areas
MACRO LEVEL• Attractions• Trip patterns• Motives/benefits sought• Positioning
• Forecasting
DESTINATION HOST-GUEST INTERACTIONS
Individual tourists’ post trip evaluations• Service Quality/Satisfaction
Impacts of tourists on host community• Economic• Social• Environmental
Context1810 players on 133 teams participated in the tournament. All were from out-of-town. Because it was an elimination tournament, the length of time that the teams stayed in the community varied from 4 to 7 nights. 697 players’ parents were interviewed.
Financial DataIncome: Entry fees $300 x 133 $39,900Tournament costs and staff time $119,617
Net loss ($79,717)Economic Data
Total expenditures in the local area by the 1810 players and their family/friends $2,039,000Economic impact on sales $3,731,000Economic impact on income $1,162,000
Return on investmentFor each dollar invested, residents’ income increased by $14.58 (1,162,000/79,717). Facility cost $12 million; payback period to residents is 10 tournaments of this size.
A comparison of the Financial and Economic Returns to a City from an Amateur Softball Association Girls 18 & Under Class A National Softball Championship Tournament
The Conceptual Rationale For Undertaking Economic Impact Studies
FINISH START
For community residents who pay
taxes
Community residents & visitors pay
taxesTo a city council
Which uses them to subsidize
development of recreation
programs and facilities
That attract out-of-town visitors
Creating income and jobs in the
community
Who spend money in the local economy
Inflow of Revenues
Outflow of Funds
Parks attract non-resident visitors to the area
These visitors spend money in the local area
This new money creates income and jobs for area residents
State Parks as “Economic Engines”
Mustang Island State Park
(145,711 visitor days)
Salaries and operating expenses $809,500
Revenue $632,000
Net Loss $177,500
Example of a Park as an Economic Engine
BUT49% of visitor days (i.e. 71,566) are from outside the county and on each visitor day they spend $9.76 each outside the park but inside Nueces County i.e. &678,500
BUT49% of visitor days (i.e. 71,566) are from outside the county and on each visitor day they spend $9.76 each outside the park but inside Nueces County i.e. &678,500
New money into the county:$809,500 + $698, 500 $1,508,000
Impact on sales (1.71):$1,384,000 + $1,190,000 $2,574,000
Impact on personal income:$753,000 + $631,000 $1,384,000
Impact on employement:25 jobs + 21 jobs 46 jobsAverage pay for each job is $30,088
So
Every $1 of net state funds invested in Mustang Island State Park yields $7.83 in income for Nueces County residents ($1,384,000/$177,500)
The cost to the state of each job created is $3,850 ($177,500/46 jobs)
MICRO LEVEL
Tourism Research Areas
MACRO LEVEL• Attractions• Trip patterns• Motives/benefits sought• Positioning
• Forecasting
DESTINATION HOST-GUEST INTERACTIONS
Individual tourists’ post trip evaluations• Service Quality/Satisfaction
Impacts of tourists on host community• Economic• Social• Environmental