tourism development making three ends meet
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TOURISM DEVELOPMENT Making three ends meet. Henrik Halkier Professor of Regional and Tourism Studies Aalborg University Denmark [email protected] http://www2.ihis.aau.dk/~halkier/. TOURISM DEVELOPMENT Making three ends meet. Henrik Halkier Aalborg University Denmark - PowerPoint PPT PresentationTRANSCRIPT
TOURISM DEVELOPMENTMaking three ends meet
Henrik HalkierProfessor of Regional and Tourism Studies
Aalborg UniversityDenmark
[email protected]://www2.ihis.aau.dk/~halkier/
TOURISM DEVELOPMENTMaking three ends meet
1. Introduction: Actors in tourism development
2. Reasons to go / 1: Destination attractiveness
3. Reasons to go / 2: Image and experiences
4. Alternative strategies
5. Nothing special? Extending the season in a cool location
http://www2.ihis.aau.dk/~halkier/
Tourists and tourism:WHAT’S IN A NAME ?
“someone who moves away from home on a temporary or short-term basis for at least 24 hours, whether travelling in his or her own country (domestic tourism) or going to another country (international tourism)”
(Law, 1994 p.4).
Tourists and tourism:WHAT’S IN A NAME ?
”Tourism may be defined as the sum of the processes, activities, and outcomes arising from the interactions among tourists, tourism suppliers, host governments, host communities, origin governments, universities, community colleges, and non-governmental organisations, in the process of attracting, transporting, hosting and managing these tourists and other visitors”.
(Weaver & Lawton 2006, p.3).
Tourism developmentMAPPING A TRIANGLE
Source: H. Halkier: Regional turismeudvikling mellem udbud og efterspørgsel, in Halkier et al. (eds.):Regional turismeudvikling mellem udbud og efterspørgsel, Aalborg: Aalborg Universitetsforlag, 2002, p 120
Tourists
Public facilitators/regulators
Private providers
Reasons to go / 1DESTINATION PULL
FACTORS
Geographical proximity to markets Accessibility to markets Availability of attractions Availability of services Affordability Peace, stability & safety Cultural links Positive market image Pro-tourism policies
Reasons to go / 1NORTHERN CHALLENGES
?
0,0 2,0 4,0 6,0 8,0 10,0 12,0 14,0
DenmarkFinlandIrelandNorwaySweden
UKAustriaBelgiumFrance
GermanyNetherlandsSwitzerland
BulgariaCzechEstoniaHungaryLatvia
LithuaniaPoland
RomaniaSlovakiaCyprusGreeceItalyMalta
PortugalSloveniaSpainTurkey
Expenditure/GDP (%)
Receipts/GDP (%)
International tourism in Europe.Source: Calculated on the basis of World Tourism Organisation 2005.
Reasons to go / 1NORTHERN CHALLENGES
?
-2,0
-1,0
0,0
1,0
2,0
3,0
4,0
-4,0 -2,0 0,0 2,0 4,0 6,0 8,0 10,0 12,0 14,0
Receipts above EU average (% of GDP)
Exp
end
itu
re a
bo
ve E
U a
vera
ge
(% o
f G
DP
)
Reasons to go / 2IMAGES OF OTHERS
+ -
=Friendly images
Investor appeal
Dull images
Indifference?
Exotic images
Tourist appeal
Hostile images
Enemy-making
Reasons to go / 2COMPLEX EXPERIENCES
Attraction
Cultural Natural
Organi-sation
Individual Ruhr heritageSkaane film
Achterhoek ruralNorth DK coastal
Collective Antalya footballPilgrimage
Antalya coastalAlpine skiing
Attractions more/less possible to develop Organisation creates different ways to approach
potential visitors
ALTERNATIVE STRATEGIES?
NEW COMMUNIKATION?
No Yes
NEW
EXPE-RIEN-CES?
No Better service
Yes
Hospitality Convenient/cheap transport Mouth-to-mouth information
ALTERNATIVE STRATEGIES?
NEW COMMUNIKATION?
No Yes
NEW
EXPE-RIEN-CES?
No Better service
More promotion
Yes
Existing/new markets Digital convenience Analysis of competition?
ALTERNATIVE STRATEGIES?
NEW COMMUNIKATION?
No Yes
NEW
EXPE-RIEN-CES?
No Better service
More promotion
Yes More innovation
New products/attractions/services Destination development, coordination Analysis of trends in demand?
ALTERNATIVE STRATEGIES?
NEW COMMUNIKATION?
No Yes
NEW
EXPE-RIEN-CES?
No Better service
More promotion
Yes More innovation
Stronger brand
Authentic and unique experiences Existing image as a challenge Relevance for all types of tourism?
NOTHING SPECIAL?Extending the season in a cool location
NOTHING SPECIAL?Extending the season in a cool location
NOTHING SPECIAL?Extending the season in a cool location