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TOURISM PETER ROBINSON MICHAEL LÜCK STEPHEN L. J. SMITH.

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Presentation on theme: "TOURISM PETER ROBINSON MICHAEL LÜCK STEPHEN L. J. SMITH."— Presentation transcript:

1 TOURISM PETER ROBINSON MICHAEL LÜCK STEPHEN L. J. SMITH

2 Destination Management 12

3 Learning Objectives To explain destination management within a theoretical and conceptual context To understand the structures that exist to facilitate effective destination management To evaluate the management of a destination

4 A physical space in which a visitor spends at least one overnight. It includes tourism products such as support services and attractions, and tourism resources within a days return travel time. It has physical and administrative boundaries defining its management, and images and perceptions defining its market competitiveness. (UNWTO, 2007) Defining a Destination

5 Attractions Activities Accessibility Amenities Accommodation Dickmans (1997) Five As of a Destination

6 Butlers (1980) Tourist Area Life Cycle

7 Destination planning should take place at three distinct levels –National and regional level: involves the co- ordination and management of large tourist regions or a country as a whole –Destination level: the organization and development of visitor attractions and services in and around destination communities –Individual sites and businesses: the planning, design and development of individual tourist attractions, services ad facilities Levels of Planning

8 DMOs are often referred to as DMPs (partnerships), reflecting the partnerships of various stakeholders DMO is often referred to as a Destination Marketing Organization Functions: external focus, environmental protection, supply management, community welfare Destination Management Organizations (DMOs)

9 Tasks –Marketing, promotion, publicity –Administration of a Destination Management System –Providing business support and advice –Developing new tourism products and packages –Fostering a partnership approach to destination management Destination Management Organizations (DMOs)

10 Tasks (cont.) –Managing stakeholders –Developing revenue income and streams –Managing specific tourism projects –Coordinating and/or managing the Tourist Information Network –Lobbying on behalf of the tourism industry Destination Management Organizations (DMOs)

11 The VICE Model

12 Geographical analysis Visitor satisfaction surveys Community surveys Assessment of destination carrying capacity Economic impact assessment Destination Auditing

13 Stakeholder Responsibilities in Destination Planning DMP roleSpecific factorsStakeholder responsibility Capacity managementCar parking Toilets Appropriate parking charges Signage Local authorities Quality managementCleanliness and hygiene Hotels and accommodation Local authorities Star ratings and regulators Visitor/tourist information Provision of services Leaflet distribution Local authority or DMO Private sector organizations SustainabilityMarketing and de-marketing Management of the countryside DMO Public sector and private owners DevelopmentNew infrastructure and facilitiesPrivate sector and local authority regulations

14 Quality management Destination management systems Sustainable transport Tourist taxes and visitor payback Promoting local distinctiveness Sustainability schemes Tourist interpretation and education The Visitor Information Centre Destination Development

15 Step 1: Market evaluation Step 2: Market identification Step 3: Marketing mix Marketing

16 Indicators –Volume and value of tourism –Visitor satisfaction –TIC satisfaction –Industry satisfaction –Marketing performance –Quality performance –Organizational performance –Environmental performance –Comparative performance Performance Management

17 Advertising European funding Marketing campaigns Sponsorship Tourist Information Centres Funding and Finance for Destination Marketing

18 The ultimate success of a DMO relies upon a range of supporting strategies and plans –On-going research –Visitor management strategies –Marketing plans –Funding strategies Destination Strategy

19 References Butler, R. (1980) The concept of a tourist area cycle of evolution: implications for management of resources. Canadian Geographer 241, 5–12. Dickman, S. (1997) Tourism: An Introductory Text. Holder Education, Rydalmere, New South Wales. UNWTO World Tourism Organisation) definition (2007), UNWTO (2007) International Recommendations on Tourism Statistics: Provisional Draft, Revision 5. World Tourism Organization, Madrid, Spain.


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