1 stakeholder identification and management of tourism marketing at heritage sites ms. claire...
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Stakeholder Identification and Management of Tourism
Marketing at Heritage SitesMs. Claire McCamleyProf. Audrey Gilmore
Dr. Danielle McCartan-QuinnUniversity of Ulster
Tourism Hospitality Research in Ireland Conference
Athlone15th June 2011
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Overview
• Aim and Objectives• Theoretical Framework
Sustainable TourismStakeholder TheoryFragmentation of Tourism Industry
• Research Design• Findings• Conclusions
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Aim and Objectives
• To investigate the nature and scope of stakeholders involved in tourism planning in Northern Ireland
• To investigate the levels of involvement and participation in strategic marketing planning of stakeholders operating in the tourism industry in Northern Ireland
• To investigate the nature and scope of the planning and implementation of tourism marketing plans in two heritage sites.
This research aims to investigate the nature and scope of stakeholder interactions relating to strategic planning and operational delivery, in the context of the tourism at heritage sites in Northern Ireland.
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Overview of key literature
Stakeholder Theory
Fragmentation in Tourism Industry
Sustainable Tourism
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Summary of literature to date
Tourism industry is highly fragmented (Gunn, 1988; Inskeep, 1991; Jamal and Getz, 1995)
Call for a sustainable approach to tourism development (Jamal and
Getz, 1995; Sautter and Leisen, 1999; Gilmore and Simmons, 2007; Gilmore et al 2008)
Sustainable tourism requires a balanced approach (Byrd and Gustke 2006;
Hardy and Beeton, 2009)
Stakeholder participation is key to achieving successful sustainable
tourism development (Jamal and Getz, 1995; Sautter and Lesien 1999; Hardy and Beeton,
2009)Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com
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Research Design - Stage 1
• An investigation of the nature and scope of stakeholder involvement in tourism development at strategic ‘masterplan’ level planning using qualitative content analysis
• Content analysis is used to examine following strategic documents:• Department for Enterprise, Trade and Investment Draft Strategy
to 2020• Causeway Coast and Glens Masterplan (2004-2014) • Mourne Area of Outstanding Natural Beauty Management Plan
(2010-2015)
• A framework is developed to facilitate identification of:• The nature and scope of stakeholder involvement in tourism
development and• The processes involved in strategic development of the tourism
industry in two regionsPictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com
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Presentation of Findings
a) Identification of stakeholders
b) Perceived priorities and interests
c) Balance of interests
d) Level of engagement
e) Processes to manage interests
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Department for Enterprise Trade and
Investment
Local Council
Govt Agencies
Heritage Trust
Tourism Ireland Northern Ireland Tourist Board
a) Identification of Stakeholders
Private Sector
Tour Opera-
tors
Visitor Attrac-tionsTravel
Agents
Transport Opera-
tors
Accomm-odation
Providers
Regional Tourism Partnerships
Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com
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Department for Enterprise Trade and
Investment
Local Council
Govt Agencies
Heritage Trust
Tourism Ireland Northern Ireland Tourist Board
a) Identification of Stakeholders
Private Sector
Tour Opera-
tors
Visitor Attrac-tionsTravel
Agents
Transport Opera-
tors
Accomm-odation
Providers
Regional Tourism Partnerships
Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com
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Department for Enterprise Trade and
Investment
Local Council
Govt Agencies
Heritage Trust
Tourism Ireland Northern Ireland Tourist Board
b) Perceived Priorities and Interests of Stakeholders
Private Sector
Tour Opera-
tors
Visitor Attrac-tionsTravel
Agents
Transport Opera-
tors
Accomm-odation
Providers
Regional Tourism Partnerships
Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com
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• In Northern Ireland, many businesses are SMEs• Limited resources • Limited expertise• Short term planning focus• Limited involvement in wider industry networks and planning
(Carson and Cromie, 1989; Gilmore , 2003)
b) Perceived Priorities and Interests of Stakeholders
Private Sector
Tour Operators
Visitor AttractionsTravel
AgentsTransport Operators
Accomm-odation
Providers
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Private sector involvement by sector
Department for Enterprise Trade and
Investment Draft Strategy to 2020
Causeway Coast and Glens Master Plan 2004-2014
Mourne Area of Outstanding Natural Beauty Management
Plan 2010-2015Transport (x3 businesses) Accommodation (x6
businesses)No Private Sector involvement explicitly acknowledgedAccommodation (x2
businesses)
Tour Guide (x1 businesses)
Visitor Attraction (x2 businesses)
Retail (x1 businesses)
Beverages (x1 businesses)
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Department for Enterprise Trade and
Investment
Local Council
Govt Agencies
Heritage Trust
Tourism Ireland Northern Ireland Tourist Board
Private Sector
Tour Opera-
tors
Visitor Attrac-tionsTravel
Agents
Transport Opera-
tors
Accomm-odation
Providers
Regional Tourism Partnerships
c) Balance of Stakeholder Interests
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Department for Enterprise Trade and
Investment
Local Council
Govt Agencies
Heritage Trust
Tourism Ireland Northern Ireland Tourist Board
Private Sector
Tour Opera-
tors
Visitor Attrac-tionsTravel
Agents
Transport Opera-
tors
Accomm-odation
Providers
Regional Tourism Partnerships
d) Level of engagement
Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com
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Department for Enterprise Trade and
Investment
Local Council
Govt Agencies
Heritage Trust
Tourism Ireland Northern Ireland Tourist Board
Private Sector
Tour Opera-
tors
Visitor Attrac-tionsTravel
Agents
Transport Opera-
tors
Accomm-odation
Providers
Regional Tourism Partnerships
e) Processes to manage interests
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Conclusions• Lack of processes in place to achieve sustainable tourism
development• Planning process does not employ a stakeholder approach• Stakeholder engagement is consequently unbalanced• Disjoint between strategic planning and operational delivery
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Thank YouAny Questions?
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