Professional Documents
Culture Documents
Agenda
Introduction Feedback on Survey General Feedback Interesting facts Questions to the audience Review of Diagnostic Review General Feedback Interesting facts Questions to the audience TOV & SPK
MTCBC
Introduction to Destination Management (using ABRON as an example) Regional Assets Terms used Added Value Exercise Feedback BREAK Destination Management in Partner Areas Exercise Determine Strengths & Opportunities (Partners work in own groups) Feedback Each partner highlights their Strengths & Opportunities for development Exercise Partners form groups and devise action plan for working with each other Feedback Partner Guru feedback their action plan Summary The Next 6 Months
TOURISM DESTINATION
The fundamental unit, on which all the many complex dimensions of tourism are based, The focal point in the development and delivery of tourism products and the implementation of tourism policy, The basic unit of analysis in tourism, Cluster: co-location of activities (products and services) that are linked horizontally, vertically or diagonally along the value-chain and served by public and private sector, Offers a broad range of products, experiences and services under the destination brand, Physical, but also intangible (image, identity, personality).
Destinations must understand that they dont just provide tourism products or services
They provide tourism/visitor experiences
Air Travel
Taxi to Airport
and
tion Destina
shi
em n ag Ma
Valu es
p - O
Ambassador schemes
io n Destinat
Im a ge
Information Technology (ICT)
Ma nag ement
At tr
Vision
r Visito
Cost and Value
actors
gi c
at er
io n
Political will
-S
tra
te
alit y
Collaborative Safety for money working, n and Partnership gio al Security e and Destination Integration Management Location, Physiography Warm Structures
Hospitality
Local produce
et
welcome
Activity tourism
a hip ers ea d
t al
Economic Informal Research, Accessibility resources recreation Private Infrastructure Monitoring Sector and involvement Evaluation Visitor Festivals attractions and Events Heritage Arts and Destination Crafts sites information and Planning Statistics
ss
Sen s
vel
eo fP la c
l le
e/ Loc a
l di stin c
el rag cou En
Marketing
Revenue generation
Access to finance
Visitor management
tive nes s
e n, Op
Market segmentation
Visitor satisfaction
ora
ti v e
c ul
e tu r
Sh are
k no wle d
ge
an
de xpe r ie
nce s
A DESTINATION WITH DIVERSIFIED AND ABUNDANT RESOURCES MAY NOT BE AS COMPETITIVE AS ANOTHER DESTINATION, WHICH HAS RELATIVELY LIMITED RESOURCES BUT HAS THE ABILITY TO EFFECTIVELY USE AND ENHANCE THESE RESOURCES, STRENGTHEN THEIR QUALITY AND EFFECTIVENESS AND BEST ADAPT TO SITUATIONAL CONDITIONS !!!!!
Location, Physiography and Climate Cultural heritage Human and Economic resources Infrastructure
Buildings
Habitats & Ecosystems Climate
Slow
Buildings
Habitats & Ecosystems Climate
Buildings
Habitats & Ecosystems Climate
Buildings
Habitats & Ecosystems Climate
Location, Physiography and Climate Cultural heritage Human and Economic resources Infrastructure
Human and Economic Resources Human Resources Capital & Revenue Funds Knowledge and Skills Exchange Rates
Taxes
Licences Rates Insurance Technology
Location, Physiography and Climate Cultural heritage Human and Economic resources Infrastructure
Cultural Heritage Language Political Systems History Traditions Festivals Food Music Sport
Cultural Events
Cultural Heritage Language Political Systems History Traditions Festivals Food Music Sport
Cultural Events
Cultural Heritage Language Political Systems History Traditions Festivals Food Music Sport
Cultural Events
Location, Physiography and Climate Cultural heritage Human and Economic resources Infrastructure
Infrastructure
Roads - Railways
Public Transport
Footpaths & Cycleways Signage Car Parks Amenities Accommodation Public Services
Infrastructure
Roads - Railways
Public Transport
Footpaths & Cycleways Signage Car Parks Amenities Accommodation Public Services
Cultural Heritage
Language Political Systems
Location, Physiography and Climate Cultural heritage Human and Economic resources Infrastructure
History
Traditions Festivals Food Music
Sport
Cultural Events
Infrastructure
Roads - Railways Public Transport Footpaths & Cycleways Signage Car Parks Amenities Accommodation
Public Services
Location, Physiography and Climate Cultural heritage Human and Economic resources Infrastructure
VISITOR ATTRACTORS
Cost and Hospitality Value Safety for money Local nal and i o g produce Security e
Location, Physiography Warm and Climate welcome Cultural heritage Human and Economic Accessibility resources Infrastructure
As
et
Activity tourism
Informal recreation
Cost and Hospitality Value Safety for money Local nal and i o g e produce Security
Location, Physiography Warm and Climate welcome Cultural heritage Human and Economic Accessibility resources Infrastructure
VISITOR ATTRACTORS
As
et
Activity tourism
Informal recreation
You have been asked to organise a world story telling festival in your region
List the key visitor attractors that you would a) require the public sector to focus on b) require the private sector focus on
Cost and Hospitality Value Safety for money Local nal and i o g produce Security e
Location, Physiography and Climate Cultural heritage Human and Economic Accessibility resources Infrastructure
As
Warm welcome
et
Activity tourism
Informal recreation
How?????
As
Location, Physiography and Climate Cultural heritage Human and Economic Accessibility resources Infrastructure
Warm welcome
et
Activity tourism
Informal recreation
STRATEGIC
MANAGEMENT
control
Public Sector Involvement Planning Research & Monitoring Info & Stats
Vision
Cost
Political Will
Revenue generation Carrying capacity
Access to finance
No control
SWOT-analysis
Strengths Whales Close to the City Weaknesses Lack of facilities No infrastructure outside of city
Seasonality
No collaboration Threats Fish Disease
Simon Deluxe
Creative Industry Accommodation in summer at University Campus
Global warming
Unemployment Lack of access
Market segmentation
Dare group
SELF
OTHER
CONTROL
Morangie Bay
Vision Morangie Bay where nature, culture and people thrive in a sustainable environment
Political Will MB has full political support for collaborative working between all sectors to make the visitor experience the best it can be Public & Private Sector Involvement In MB there is an excellent working relationship between the private & public sectors each promote Morangie Bay clusters & business, meet regularly and are involved in joint initiatives for the benefit of the region
Morangie Bay
Planning MB works to a 15 year sustainable development plan. Plan 15 reviewed each year Access to Finance The Banks & Insurance companies are on the board of the Morganie Bay Destination Management Group & provide disounted loans and group insurance schemes for cluster groups Revenue Generation 25% of Morangie Bays GDP is based on income from destination based enterprises and it is set to grow by 4 % in the following year
Morangie Bay
Information & Statistics Regular attitudinal surveys are carried out by clusters and annual visitor surveys are carried out by the public sector these inform Plan 15 Research Monitoring & Evaluation Lavelle City University has an ongoing research programme that feeds into Plan 15. Each year a mystery caller survey is done on a different sector all enterprises have access to statistics and research Destination Management Struture The Morganie Bay Destination Management Group comprises representatives of private/public sector working together for the benefit of the region
Indicators Destination Audit Strategy Action Plans & identified delivery responsibilities Monitor Performance
Morangie Bay
Carrying Capacity
Morangie Bays Plan 15 analyses the carrying capacity of different attractions each year and uses a C thermometer - 20 OK, doing well - 25 Caution: preventive measures! - 30 Alert: remedial action!! - 35 - 40 Number of groups using the Lavelle City Canal Walk per day -
Morangie Bay
Competitive Analysis
Morangie Bay continually monitors its competition..
Strengths
high
Hygienics
Motivators
A9 A21 A31 A8
Strengths
A8 The quality of the accommodation A10 Overall welcome and friendliness A35 Interesting villages, towns, locations to visit A32 Beaches and coastline
Claimed Importance
A4 A1 A2 A13 A22 A33A29 A18 A30 A15 A28 A23 A6 A14 A11
A3
Savers
low
low
Hygienics
Motivators
A9 A21 A31 A8
Priorities
A9 Standards of service A21 Quality restaurants and dining A23 Availability of tourism information
Claimed Importance
A4 A1 A2 A13 A22 A33A29 A18 A30 A15 A28 A23 A6 A14 A11
A3
Hidden Opportunities
Savers
low
low
Destination Driven
Experience Driven
Analysis of the current situation, Analysis of the opportunities and needs, Selecting the target market,
Setting objectives,
Prioritisation and selection of areas for focus and investment
(infrastructure, human resources, product development, technology and systems development, related industries and procurement), Marketing plans (destination image, branding, positioning, distribution channels, promotion tactics etc.), Evaluate results (measure perfomance, monitor governance, identify gaps and respond).
And
Lavelle City is rated as one of the most likely places to be abducted by aliens..
Indicators
Economic Performance, e.g.
Total visitor expenditures (secondary data)
Ratio of travel/tourism employee compensation to overall employee compensation (secondary data) Ease of starting a tourism-related business (expert opinion) Travel and tourism GDP and/or overall GDP (secondary data)
Indicators
OPERATIONAL
MANAGEMENT
PHILOSOPHY
&
VALUES
Killi Mountains
Vision To improve the standard of living within the Killi Region without destroying the culture or environment
Quality
Sustainability
Image
2)
3) 4)
5)
6) 7)
8)
9) 10)