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KONSEP DASAR DAYA SAING DESTINASI

DESTINATION COMPETITIVENESS

Beb Odp 2012

MKI DEC / Semester 8 Prodi SDP

Sumber : Dr. Brent Ritchie

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Destination Management

What is Destination Management DMO ? What is Good Destination Management ?

How to Measure ?1.Destination Competitiveness

2.Destination Performance

3.Goal Achievement

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Destination Competitivenes(Measure 1)

The competitiveness of onedestination relative to otherdestinations

What is to be measured ? See nextpage

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The Elements of DestinationCompetitiveness

Comparative Advantage

resource endowments

Competitive Advantage

resource deployment

INPUTMEASURES

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Destination Performance(Measure 2)

Destination Performance

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Destination:Countries, major urban

areas, region, resort/local site

Performance:A destinations overall

performance vis--vis other destinations,on four critical measures:


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How do we measure DestinationPerformance?

Destination Performance

economic measuressustainability measures

visitor satisfaction measures

quality of management action

measures

OUTPUTMEASURES

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Successful Goal Achievement(Measure 3)

With respect to goals set byDestination Stakeholders

Destination Success and

Destination Sustainability

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An Overall Model of

Destination Management (DM)

Where DM is designed to achieve:

Destination CompetitivenessDestination Performance

Destination SuccessDestination Sustainability

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COMPET

ITIVE(MICRO)ENV

IRONMENT

GLOBAL(M

ACRO)ENVIRONM

ENT

DESTINATION POLICY, PLANNING & DEVELOPMENT

Philosophy/Values

Vision AuditPositioning/Branding

SystemDefinition

Development Monitoring &Evaluation

Competitive/Collaborative

Analysis

DCSModel-colour(v12).ppt RITCHIE & CROUCH, FEB 2003

Awareness/Image

QUALIFYING & AMPLIFYING DETERMINANTS

Location InterdependenciesSafety/Security Cost/Value Carrying Capacity

Hospitality

SUPPORTING FACTORS & RESOURCES

Infrastructure Accessibility Facilitating Resources Enterprise Political Will

CompetitiveAdvantages

(resourcedeployment)

* Audit & inventory* Maintenance

* Growth and

development

* Efficiency

* Effectiveness

ComparativeAdvantages

(resourceendowments)

* Human resources

* Physical resources

* Knowledge resources

* Capital resources

* Infrastructure

and tourism

superstructure

* Historical and

cultural resources

* Size of economy

DESTINATION MANAGEMENT

ResourceStewardshipMarketingOrganization

Information/Research

VisitorManagement

HumanResource

Development

Finance&

VentureCapital

Qualityof

Service/Experience

CrisisManagement

Entertainment

CORE RESOURCES & ATTRACTORSPhysiographyand Climate Culture & History Market TiesMix of Activities Special Events Superstructure

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NOW,Lets ask ourselves

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What are some of theSTRATEGIC ISSUES in

Enhancing Destination

Competitiveness?

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Improving Destination

Performance?

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Achieving Destination

Success?

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FIRSTMust Provide Effective Research

Designed to provide knowledge and understanding ofnew trends in tourism demand & competitive behaviour

Must also understand:

the competition what residents want

how to enhance performance

Understanding the tourist is criticalbut it is not everything!

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ALSO, Must obtain an AccurateMeasurement of the Impact of Tourism

especially at the local level

but also at the regional & national

level NOTE: the emergence of the

Tourism Satellite Account (TSA)19


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A Shared Destination Vision

there must be a consensus amongstakeholders as to what kind of

tourism destination residents reallywant

A cooperative relationship &synergy among DestinationStakeholders is essential

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Must Not Overlook

Insightful policy

formulation,

strategicplanning, and

development

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A Destination Wont Function

without

Public/private cooperation/partnershipat the destination level to ensure

timely & appropriatedevelopment

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Visitation is stimulated by

Effective promotion/marketing to

create destination awareness,knowledge, and choice

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Destinations must understand that they dont just provide

tourism products or services

They provide tourism/visitor experiences

the total travel experience

Residence

Taxi to

AirportAirport

Services AirTravelCar

Rental Meals

Hotel

Theme

Park

Visit with

Relatives

Trip to

Local Zoo

Restaurant

Meal

Taxi to

Airport

Air

TravelTaxi back

Home

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Each destination has a need for

a critical mass of destination

experiences to provide a competitivedestination

What EXPERIENCES does Puebla offer?

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Must recognize the ongoing need for innovativeexperience development and management to build,operate, and maintain the critical mass of appealingexperiences

Who is responsible for developing

new experiences in Puebla?

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Need for implementation of new

quality practices as the destination is

developed

Try to get better, day by day

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Must not forget the requirement for

effective integration and use of

current and new information andcommunication technologies

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Lately, more and more destinations are recognizing theneed for environmental management;the sustainability, and stewardship of natural resources

Dont spend your natural capital

Care for the natural capital that you have

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And also, must keep in mind theSocio-cultural management;sustainability, stewardship of

socio-cultural resources

Sustainability is a multi-pillar concept

Puebla contains a wealth ofcultural resources

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Crisis management the emerging side of stewardshipthat has been forced upon destinations

Crisis management need to maintain security/safety ofdestination visitors

9/11 2001 in New York

and

More recent events in Bali, Indonesia

are more extremes of the need for security

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Must not forget!

the maintenance of competitivecost/value to and within thedestination

Just take a look at the Travel Section

of your week-end newspaperto see the importance of price

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Too many of us totally


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Too many of us totallyneglect

HOSPITALITY the need to make

visitors feel welcome and comfortable

Smile, youre a

TouristAttraction!

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And finally, dont forget

if you do not provide a competitive

destination

SOMEBODY ELSE WILL!!

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Other Titles by J.R. Brent Ritchie

TOURISM:Principles, Practices, Philosophies9th Edition

Charles R. GoeldnerJ.R. Brent RitchiePublisher: John Wiley & Sons, NY (2003)ISBN: 0-471-40061-0

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Other Titles by J.R. Brent Ritchie

Travel, Tourism, and Hospitality Research:A Handbook for Managers and ResearchersJ.R. Brent RitchieCharles R. GoeldnerPublisher: John Wiley & Sons, NY (1994)

ISBN: 0-471-58248-4

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