1.2 6 a
DESCRIPTION
TRANSCRIPT
Tourist Destination Development
Corinna Chin
Think!
• What elements do you think are needed in order to develop a tourist destination?
Typology of destinations
• Cities – including historic, cultural and tourist cities
• Regions• Resorts• Villages and small towns• Protected areas, including rural areas with
nature-based attractions
Howie, 2003:78Countries
Booth, 2008
What we’ll cover…
• Factors needed in a tourist destination– The 6 As
• Butler’s TALC• Visitor and Destination Management
Destination
ACCESS
ATTRACTIONS
ACTIVITIES
ACCOMMODATION
ANCILLARY SERVICES
AMENITIES
• Visitor demand and marketing activity• Converting resources into attractions• Accommodation and transport• Relationship to sustainable development• Tourism trends and the destination lifecycle
Booth, 2008
Destinations
Access • Various types• All types important to a destination• Generally need most of them at a destination
to make it easier to reach• Can therefore make it a more popular
destination
• Major form of access especially to a foreign destination
• Airports needs to be close to destination• Facilitate domestic and international
tourists• ‘Hub’ = major airport (Heathrow)• ‘Spoke’ = regional airport, has regular flights
to and from ‘hub’ e.g. Manchester
Air
• For domestic and international• Domestic – travel via car, motorbike, coach• International – transfers via taxi, coach, car
rental, public transport
Roads
• Access to destination via water• Ferries – passengers and cars• Cruise ships – passengers
Ports
• Domestic and international• Can be used for day-trips, travel between
major cities• Holiday in itself – long distances within one
country or across several countries
RAIL
• Access affects those less-able bodied• Adaptation of transport for disabled people• Adaptation of destination for disabled people
– Beach, hotels, parking etc
Disability
• Important as gives direction to destination and attractions and facilities
• Road signs – for attractions and facilities• Pedestrian signs – for attractions or
walking routes
Signage
Think!
• Name a major access example for each within the UK:– Air (not Heathrow!)– Road– Port– Rail
Attractions • “generally single units, individual sites or very
small, easily delimited geographical areas based on a single key feature”
(Swarbrooke, 2002)
• ‘Pull’ factor for a destination• Can be the deciding factor in a holiday choice
Natural AttractionsScenery, nature, views
Type of natural attraction
Beaches •‘Sunlust’ tourist; 3S•Beautiful view, location•Soft sand, clear water•Safe environment for families
Flora and fauna(Plants and animals)
•Appreciation of F&F at destination•Birds or species-watching•See F&F in natural environment
Lakes •Beautiful scenery•Water-based activities: sailing, canoeing, fishing
Mountains •Unique environment•Extreme sports activities: climbing, skiing, walking
Rivers •Water-based holidays: cruises, boating•Water-based activities: water-skiing, fishing
Topography •‘The shape of composition of the landscape’ (Dale, 2005)•Natural scenery can be the attraction•Aesthetic beauty•Escapism•Generally protected areas e.g. National Parks, Areas of Outstanding Natural Beauty (AONB)
Built/Man-made Attractions
• Built and adapted for visitor purposes• Built and designed for visitor purposes
Built attractions adapted for visitor purposes
• Not originally designed for visitors• But major tourist attractions
– Historical or cultural significance• Examples
– Castles (Windsor Castle)– Cathedrals (Canterbury Cathedral)– Historic houses (Anne Frank)– Steam railways– Workplaces (old factories etc)
Purpose-built/attractions designed for visitor purposes
• Supplement main attraction• Built to attract more tourists to an area = ↑ in pull
factor• Some destinations have no natural attractions so are
built to entice tourists• Examples
– Galleries, Museums, Theatres– Theme Parks, Water Parks, Wildlife Parks, Zoos– Leisure Centres– Shopping Malls– Visitor Centres
Temporary Attractions• Festivals or events at a particular time of the year• Can be natural or man-made• Natural
– Northern Lights, Norway• Man-made
– Sports events: Olympics, World Cup, Grand Prix– Music Festivals: Glastonbury, Mardi Gras– Cultural Festivals: Oktoberfest, Seafood & Wine etc
Why have temporary attractions?
Accommodation• Hotels • Apartments, villas, cottages• Guesthouses • B&B• Farmhouses• Campus accommodation• Youth hostel• Camp sites• Timeshare
Star Rating Hotel
•Courteous staff provide informal but competent service•Most rooms en-suite•Designated eating area (B&D)
•All rooms en-suite (private facilities)•Restaurant or dining room serves B&D daily
•Staff = smart and professional•All rooms en-suite•Restaurant open to guests and non-guests
AA (Automobile Association) Accommodation Grading Standards
Star rating HotelProfessional, uniformed staff responds to needsDecent sized public areaRestaurant open to guests and non-guestsLunch available in designated areaLuxurious accommodationLuxurious public areaExtra facilitiesMultilingual servicesGuests greeted at hotel entranceHigh quality menu and wine list
AA (Automobile Association) Accommodation Grading Standards
Activities • Many available at a destination• Tourists will participate in different activities
according to their needs • Destinations must provide ones that suit the
type of tourist visiting• Two types:
– Active– Passive
Active
• Some accommodation provides these activities– Water sports, golf, walking etc
• Private companies run active organised activities
• Appealing to active tourists• Generally younger tourist and those more
able-bodied
Passive
• Can be provided by accommodation – on-site activities– Bingo, quizzes, shows, reading books
• Suitable for tourist who want to relax (R&R)• Generally older tourists, less mobile
Amenities • Extra services• Meets needs of tourist• Government needs to provide these to
permanent and temporary populations• Number will depend on size of destination• Some only found in peak season
Amenities
• Examples:– Public toilets– Signage– Retail shopping– Restaurant and cafes– Visitor centres– Telecommunications– Emergency services
Ancillary Services• Additional, supplementary services• Provides support needed by tourism industry• Helps with the ‘multiplier effect’
– More money generated and distributed• Public and private organisations• Bigger the destination, more ancillary services
Ancillary Services
• Examples:– Car hire– Catering companies– Entertainment: bars, nightclubs, casinos– Foreign exchange services– Insurance– Laundry services– Tourism marketing services
Butler’s Tourism Area Life Cycle(TALC)
• Illustrates the different stages a destination moves through as it develops
• Like your own life cycle
Stage Name Description
1 Exploration •Very few tourists•Destination unknown•New experience travellers•Independent travel•Few facilities; basic infrastructure•Local culture strong•Nature undisturbed
2 Involvement •Increase in tourist numbers•Transport links developed•Local people create businesses•Public sector examines tourism development•Small investments into infrastructure and facilities
Stage Name Description
3 Development •Original visitors move on•Organised tours •Large increase in tourist numbers•Private businesses get involved•Infrastructure developed•New construction for tourism•Tourist season develops•Lots of advertising
4 Consolidation •Tourist numbers still increase but slower rate•Locals resent tourists•Mass tourism destination•Lots of advertising to encourage more tourists
Stage Name Description5 Stagnation •Mass tourism
•Carrying capacity reached or exceeded•Natural environment damaged•Man-made constructions taken over•Over-crowded•Over-commercialised
3 possible routes after Stage 5…
Rejuvenation •Redevelop destination•Lots of money•Cleaning up•Re-building
Stabilisation •Continues in same manner•Same infrastructure•Not sustainable•Tourists will eventually stop
Decline •Unattractive destination•Facilities close•No investment•Tourist numbers have large decrease•Tourism may disappear completely
Visitor and Destination Management
Development
RESOURCES ATTRACTIONS
NaturalCultural
‘Intangible’
Environmentsensitive
+ culturally sensitive
+ sustainable
Nature based wildlife/sceneryCulture-based
heritage and ways of life
Spirit of place (ambience)
Howie, 2003: 77
Booth, 2008
Development of Attractions
Visitor Management ModelVisitor
Place Host community
External influencesExternal influences
External influences Booth, 2008
Management challenges• Enhancing the environment for both locals and
tourists• Attracting visitors• Accommodation and attraction capacity• Creating mixed-use environments
– Developing cultural activities for both residents and visitors
• Transport links within destination and beyond• Maintain historical links – spirit of place• Protection of
– the landscape– The natural environment
Booth, 2008
Factors Involved in Destination Development
• Multiple stakeholders• Direct/indirect involvement
• Ethical concerns• Sustainability
• Host-guest relationships• Spirit of place
• Multiplier effects• Far-reaching impacts
• GlobalisationBooth, 2008 Booth, 2008
Factors Influencing the Tourist Experience at Visitor Attractions
Design issues– Signposting– Seating provision– Car parking provision– Overcrowding
Booth, 2008
Customer care• Relationship between
staff, service and needs of the visitor
• Cleanliness of facilities• Catering
Personal issuesMoodWord of mouth/interaction with other peopleExpectation of the visitor/prior socialisation/cultural
factors
Hard and Soft Visitor Management
‘Hard interventions physically impede visitors behaving as they want … Soft interventions
aim at changing the visitor’s behaviour, mostly through information campaigns and
marketing.’
Tyler et al, 1998: 132
Booth, 2008
Managing Demand
• Redirect visitors to other sites• Offer alternative attractions
– Visitor centres• Promote off-peak demand
– Create price incentives– Develop complementary services to attract visitors
• Reservation systems
Booth, 2008Leask and Yeoman, 1999
Managing Supply
• Alternative service location (attractions only)• Efficient employment
– Cross train workers so they can fulfil multiple job roles according to demand
• Prepare for peak demand
Leask and Yeoman, 1999
Booth, 2008
Managing waiting
‘Queues do not have to be a bleak introduction to a tourist attraction. Instead they can be
integrated into the design of a facility, provide an opportunity to orientate people
towards that facility with questions and display panels; they can be less onerous
physically with resting opportunities, water fountains and indications of time …’
Pearce, 1991
Booth, 2008
Visitor Management Approaches & Techniques
• Town planning– Regulating access by transport– Zoning by space, time or activity– Signage and interpretation
• Regulating visits by number and group size• Pricing policy – numbers versus access• Modifying the site• Partnerships with tour operators• Information and marketing
Booth, 2008
Process of destination planning• Understand the destination and its tourist offerings• Stakeholder analysis – who, what, how, where, why?• Visitor analysis - who, what, how, where, why?• External audit
– PLEST = political, legal, economic, socio-cultural, technological
– SWOT = strengths, weaknesses, opportunities, threats
• Create a plan– Develop vision, mission, objectives– Implement, monitor and evaluate
• Sustainability, ethical, visitor experienceBooth, 2008
PLEST Political, legalPolitical environmentVisa requirementsPlanning regulationCurrency controlStability/security
EconomicExchange ratesCost of labourInflationCredit chargesAvailability of capital investment funds
Socio-culturalAttitudes of host communityAttitudes of tourists in target marketImpact of new fashions, behaviours
TechnologicalPromotionDistributionTicketing
Booth, 2008
SWOTDestination: IcelandINTERNAL FACTORS
StrengthsDistinctive environmentEstablished cultural heritageGood access via airport and good accommodationWell established profile with tour operators
WeaknessesAn expensive destinationExtreme seasonalityPerceived as remotePoor family destination – lack of things for children to doPoor travel infrastructure
Booth, 2008
SWOT Destination: IcelandEXTERNAL FACTORS
OpportunitiesExcellent development possibilities for special interest tourismOpportunity for city break holsDevelop Reykjavik as a conference centre
ThreatsOther Scandinavian destinationsCost factors put the destination at a disadvantageContinuing problems finding development funding for tourism
Key Tourism Destination Ingredients
• Shared vision and goals for the present and future
• Sharing information • Continuous education and self-
development• Collaboration• Networking• Cultural exchange• Participative planning and decision making• Adaptive management(Schianetz, 2008)
Booth, 2008
Key Issues
• Who is in charge of the management plan? Who is it for? What are the desired outcomes?
• Sustainability = crucial– Need short and long term plans for success
• Stakeholder involvement very important• Development is destination-appropriate• Proper regulation
Booth, 2008
Think!
• In small groups, create a SWOT analysis for a destination of your choice
• Can be: the UK, your home country, another tourist destination
S W
O T
Summary
• The 6 As• Visitor and destination management
– Supply, demand, SWOT, PLEST, process, key issues
Group Presentation
• FRIDAY 19 MARCH• 3 minutes in length• All group members must participate• Task: design a tourism attraction of your
choice• Non-existent in real life• Use PowerPoint
Presentation covers…
• Name, location of attraction – why?• Why have you chosen that attraction?• What tourism market is it part of?• Who are your potential customers? Why?• The 6 As?