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

12 Destination Management

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

Defining a Destination ‘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 day’s return travel time. It has physical and administrative boundaries defining its management, and images and perceptions defining its market competitiveness.’ (UNWTO, 2007)

Dickman’s (1997) Five A’s of a Destination Attractions Activities Accessibility Amenities Accommodation

Butler’s (1980) Tourist Area Life Cycle

Levels of Planning 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

Destination Management Organizations (DMOs) 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) 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) 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

The VICE Model

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

Stakeholder Responsibilities in Destination Planning DMP role Specific factors Stakeholder responsibility Capacity management Car parking Toilets Appropriate parking charges Signage Local authorities Quality management Cleanliness and hygiene Hotels and accommodation Star ratings and regulators Visitor/tourist information Provision of services Leaflet distribution Local authority or DMO Private sector organizations Sustainability Marketing and de-marketing Management of the countryside DMO Public sector and private owners Development New infrastructure and facilities Private sector and local authority regulations

Destination Development 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

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

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

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

Destination Strategy 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

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.