1. International Tourism Management
Presentation 4:
Assess the strengths, weaknesses, opportunities and threats facing three visitor attractions of your choice and make recommendations

2. Introduction Objectives Research Methods X-Games
Natural Attraction in Dubrovnik
Saltaire

3. Objectives Do a SWOT for three visitor attractions
Make recommendations
Show the range of visitor attractions and…
…their differences and similarities
Look at the benefits of visitor attractions

4. Research Methods The internet Tourist literature Local newspapers
Brochures
Visits

5. THE X-GAMES
THE X-GAMES

6. The Concept International X-treme sports event
Summer and Winter events
Top athletes compete
Attracts state funding and corporate sponsorship

7. Summer events Aggressive Inline Skating Moto X Stunt Bikes
Skateboarding
Speed Climb
Wakeboarding

8. Winter events Skiing Slopestyle Snowboarding (X and Slopestyle)
Superpipe
Ultracross
Hillcross
Moto-X Big Air
Aggressive Inline Skating
Skiing Superpipe

9. How it Works Free entry to all the events
Large cash prize attracts top athletes
Corporate sponsorship and state funding
First come first served
Staffed by volunteers
Publicised by ESPN and partners in US
Family orientated

10. Strengths 250.000+ visitors each year Family friendly
Environmentally friendlyFree entry to all the events
Benefits for the state it is held in
Attracts state funding
ESPN Network for publicity
Very popular among 6-17 year olds
Interactive events
Professional/ famous competitors

11. Weaknesses Attracts criticism from amateur extreme sports enthusiasts
Excess demand
Workers are almost all casual
Problems with timelines and logistics
Possible environmental problems

12. Opportunities Growing market Wider recognition of sport TV channels
Launch of global championship
Brand and franchise opportunities
American Patriotism

13. Threats Success of TV coverage Possible fashion cycles
Boycotts by extreme sports groups
Strain between US and Europe
Image problem of the sports

14. Recommendations Image development New employees
Develop ticketing system
Keep searching for new sports

15. SALTAIRE AND SHIPLEY GLEN

16. Saltaire Shipley Glen “Model” Victorian Village
3 Art Galleries – featuring David Hockney
Living village rather than museum
Attractive scenery
Reached by Great Britain’s oldest cable tram
Old-fashioned fun-fair
Small museum
Nostalgia

17. Why Consider Both? Linked history Opposite each other
Face similar problems and opportunities
Marketed together to some extent

18. Shared Strengths Social history Located in beautiful area
Good infrastructure and links
Regeneration and sustainable development
Websites
Pubs, cafes, restaurants
Brackenhall Countryside Centre

19. Strengths Saltaire: Open every day except Christmas and Boxing Day
Free Admission
3 Art Galleries
David Hockney
Shopping
The canal and river
Shipley Glen:
Small museum
Low admission charge
Santa specials in December
Children’s funfair
Souvenir shop and Edwardian shop
Beautiful area with rocks and woods

20. Shared Weaknesses Not in the Golden Triangle Local Attraction
Image of Bradford amongst tourists
Often promoted together with Bradford

21. Weaknesses Saltaire: Shipley Glen:
No promotion of UNESCO world heritage site
Could be unrealistic view of Bradford
Free entry = less attractive
Focused on Art galleries rather than social history
Only information is cheap map
Shipley Glen:
Only open Weekend afternoons in winter
Run entirely by volunteers
Shares car park with local Grammar
Tourists don’t have to take the tram
Bad promotion amongst different groups
Lack of money for investment

22. Shared Opportunities “New industrial age” links
Promote together with related tourist sites in same area
Festivals

23. Opportunities Saltaire: Shipley Glen: Museum / Heritage Centre
UNESCO world heritage site
Untapped potential of site including tours
Interactivity
Promote social history in schools and universities
Shipley Glen:
Nostalgia
Attract climbers
Private parties
Increase opening times
Souvenir shop
Bigger museum
Rebuild former attractions

24. Shared Threats Increasingly negative image of Bradford Train strikes
Competition from Leeds and Yorkshire Dales
Gets boring after some visits

25. Threats Saltaire: businesses in mill move out no more income
Shipley Glen:
Dogs
Hard to control visitor numbers
Foot and Mouth
Weather

26. Recommendations
Link the 2 sites together like Coal Mining Museum & Yorkshire Sculpture Park
Create Heritage Center like Port Sunlight:
Displays include photos, models, information,…
Guided tours, self-guided tours, plaques on walls
Opportunity to charge for part of the experience
Create “day in the life of…” experience
Literature, signposting and festivals

27. Other recommendations
Hold festivals
Actively promote social history
Educational activities
Create interactive activities in museum / heritage centre

28. Conclusions International and local attractions
Cultural, sports events and natural attractions
The benefits of tourist attractions to surrounding area

29. Croatian Coast Line: Dubrovnik

32. Croatia

33. Tourism industry in Yugoslavia before the conflict
5 million visitors a year
Tourism represented 14% of GDP
TALC: Institutionalisation stage (Consolidation)
Plog´s tourist types: near allocentrics
Specialist tour operators & individuals( ?or Mass tourism?)
War began in 1992 until 1995

34. Some figures 2.6 million arrivals in 1996 4.1 million in 1998
3.2 million in 1999 due to war in Kosovo, close to Croatia
After the ousting of Milosevic, lasting stability led to rapid return of tourism to the region

35. Dubrovnik Coastline

36. Strengths Attractions
Geographical: bays, beaches, steep cliffs and densely wooded islands = natural beauties.
Weather: warm and dry summers, mild winters, sunniest town of southern Europe = equally attractive in all seasons.
Activities: one of the most attractive place to sail and dive, cruise tours, hiking, naturism, aquariums = best place to go for some activities (differentiation).
Cultural: Unesco world heritage site, oldest pharmacy in Europe, monasteries&palaces, political and cultural history (competition with Venice for example) = unique place to see some cultural facts.
Event: St Blaise festivities, Summer Festival, Cultural Festival = differentiation by the identity of the events (associated with Dubrovnik).

37. Strengths Accommodation and Catering Transport
Infrastructure: from youth hostel to 5* hotel
Price&Service: good value on price, differentiation with catering.
Transport
Infrastructure: airport, port, main road, railway
cheap service: cheap airlines and ferries, bus service from Germany, car rental facilities = non-isolated city.

38. Strengths Public sector support organisations
Legal & Health constraints:
only ID card needed, no medical constraints = easy to go there
Services:
Tourist centre, Dubrovnik Tourist Board, Dubrovnik Tourist Bulletin = structured tourist organisation.
Promotion&Communication:
Campaign “I love Croatia”, Member of European cities tourism, surveys&statistics, “Guide book for individuals” = involvement and support of the tourism industry

39. Strengths Private sector support organisations & economical support
Infrastructure: reconstruction of basic infrastructure
Workforce: high unemployment, low wages = hard-working and low-paid working force
Financial system: cheap currency (Kuna), credit card system well developed.
Services: good local partners
Promotion: website, brochures available online = direct marketing

40. Weaknesses Promotion Image of Dubrovnik in western Europe
Travel organisers: not a highlighted destination = lack of awareness
Public & Private support organisation: low financial disposal = lack of communication
Image of Dubrovnik in western Europe
History: a new state created with a war = lack of safety ness
Political geography: a still instable area = lack of safety ness
Economy: an under developed country = lack of service
Infrastructure: a destroyed area or rebuild area = an ugly place to stay, nothing to do

41. Weaknesses Service Political
Transport: low air traffic, low train traffic, lack of safety ness on the roads, corruption of border policemen = difficulties for a tourist to come
Attractions: some of the cultural attractions have been destroyed
Work force: 50% of turn-over = incompetence
Political
Inside Croatia: ethnical problems not solved
Outside Croatia: instability of the region (Montenegro, Macedonia, Albania, Bosnia-Herzegovina)

42. Threats Opportunities
Strikes in Croatia
Increasing prices in Spain, Turkey, Tunisia, …
Increasing safety ness and stability
Privatisation bringing FDI in tourism sector
Increasing awareness with extension of EU
Strikes in Croatia
Political instability outside Croatia
Maritime borders dispute
Competition with other southern Europe countries

43. Recommendation
Identify the good target for Dubrovnik on adequation with the strengths and opportunities.
Define a clear promotion campaign on this target.
Act and re-act depending the success of the action.

44. Identify the good target
Main opportunities:
Increasing transport possibilities
To become the best place for sailing, diving and naturism
Main threats:
Political instability
Competition with other Southern Europe countries
Main strengths:
Variety of natural attractions
Cheap prices
Weather attraction
Main weaknesses:
Lack of awareness
Difficult access
Adults between 30 and 50, income between 10k to 15k pounds, without children, avoiding mass tourism and looking for sailing, diving and/or naturism in wild islandsTraveller
(Pearce 82)
They are not frightened by the image of Croatia and looking for new places

45. Promotion Campaign Specialist tour operator
Organise sailing/ diving events
Advertisements in magazines
Create Tourism Offices around Europe

46. Tourism nowadays …visitors a year
TALC:Local Control Stage (Involvement)
Plog´s tourist types: Near Psychocentrics
Specialist tour operators & individuals

47. Summary X Games Saltaire / Shipley Glen Croatian coast: Dubrovnik
Recommendations