1. The Attractions Sector
Managing Tourism Sectors: Week 6
The ‘magnetic’ power of attractions
Build them and they will come?

2. Gunn’s conceptualisation
“Without attractions, tourism as we now know it could not exist.” (1997:38)
“By definition an attraction is magnetic. This concept … is antithetical to the beliefs of many for whom an attraction comes into being merely by the owners’ declaration and construction. But the true test is pulling power.” (1997: 55)
Even for business and VFR tourists? How – it increase visitor spending, increases length of stay and repeat visitation
Where does this ‘pulling power’ come from?

3. Tourism Attraction Systems
A tourist attraction system comprises three elements
A tourist or human element
A nucleus or central element
And a marker or informative element
Leiper, 2004
Tourist element – their propensity to visit, their motivations

4. Tourists Motivated by a wide range of needs/wants
Rest, relaxation, novelty, education, sunshine, regression, self-esteem, prestige reasons, self-actualisation, allocentric, psychocentric
Each of these classifications of needs manifests with motivations/desires for particular kinds of experiences or activities
Usually a range of overlapping needs shapes their behaviour and their interest in specific attractions

5. Tourists
Markers (information about nuclear elements) have an essential role in the process – linking tourists into attraction systems
This process is not automatically productive – in that tourists’ needs are not always satisfied – more next week

6. Nuclei
The central element in all tourist attractions – any feature or characteristic of a place
Examples of Nuclei

7. Why make this distinction?
Types of Nuclei Leiper, 2004
By tourist motivations, or
By ‘environmental categories’
Natural attractions – landscapes, flora, fauna
Built attractions – monuments, cityscapes
Cultural attractions –Food, performing arts, religious festivals,
Technological attractions – scientific museums, new technology in practice
Weaver and Lawton, 2006:
Why make this distinction?
Tech attractions -Canberra science museum, TGV, Eurostar trains, the highest skyscrapers in the world

8. Types of Nuclei – the distinction Leiper, 2004
‘Environmental categorisation’
Most attractions are affected by partial industrialization
WHY? (refer impacts in chs 8,9 and 11,Weaver and Lawton, 2006)
Except for some built attractions
Those that are specifically built for tourists
e.g.?
Many built attractions could be solely for the use of tourists, and therefore do not have this partial industrialization except as regards to usage of resources

9. Classifying Nuclei Environments of Nuclei
Inviolate Belt – immediate surrounds of a nucleus
Nucleus
Inviolate belt

10. Expectation, anticipation, knowledge
Classifying Nuclei
Inviolate Belt – immediate surrounds of a nucleus
Expectation, anticipation, knowledge v
actual experience

11. Inviolate Belts Entrances, lobbies Functions:
Promotes behavioural change
Protection
Restrictions on behaviour in nuclear area

12. Zone of Closure Also called the contiguous zone
Restricted local and commercial activity
Allow signage, information / ticket offices, parking (restricted) etc.
Promotes the visitor experience

13. Attraction Hierarchy Leiper, 2004
Primary attraction
The nucleus is a primary reason for a tourist wishing to visit a TDR.
Secondary attraction
Not the primary reason for visiting, but can influence destination choice (over competitors) or increase length of stay
Tertiary attractions
Unknown pre-visit
Implications for marketing the attraction?

14. Markers or information
Where do tourists receive markers?
Information comes from a multitude of places – TV, Press, Radio, Books, Social media Conversations
Tourist industry sources and non-tourist industry sources
Important for tourism industry to identify or acknowledge where tourists gain information affecting decision making

15. Markers or information
Markers can be
Pre-planning stage markers
Whilst travelling markers
When visiting TDR’s or attractions
Stear (2006) refers to these ‘markers’ as “Touristic Visit Generating Field ” (TVGF)

16. Typologies of markers Off-site marker (not ‘off-sight’)
Generating marker
Where in the tourism system would you find this?
Transit markers
Messages received en route
On-site marker (not ‘on-sight’)
Contiguous marker
Within the nucleus, inviolate zone or zone of closure
Functions of markers
Informational, directional and/or promotional

17. online Markers

18. Functions of markers
Every attraction system needs at least one functioning marker (Leiper 2004)
Linking elements
Tourist + nucleus
Tourist + sights, objects, precincts, regions, countries, events
Many attraction systems contain multiple markers

19. Functions of markers
Certain markers trigger motivation (off-site) – people need information before they can form positive expectations
The nucleus – reason, motivation for traveling as a tourist.
Usually involves the country, the region and its ambience, culture, history, main geographic features
Non-industry sources & DMO branding
Certain markers help tourists decide where to go – detached marker
referring to a place specific nucleus is normally required for a tourist to decide which destinations to head towards
Marker may occur in TTGR, along TTR
Non-industrial sources
DMOs, brochures, Inflight magazines, roadside hoardings, VICs

20. Functions of markers Certain markers are used for planning itineraries
Guidebooks, DMOs, travel agents or sources outside tourism industries
Pre-packaged tours
Certain markers help tourists to decide what to do each day
assist in planning day-to-day activities.
Ski resorts, activities schedule at a resort, etc
VICs, illustrated maps, walking / scenic tours
Certain markers help tourists locate an attraction’s nucleus
roadsigns, maps, media, local people, etc

21. Functions of markers
Certain markers advise tourists they have arrived!
Signposts or signs – “Welcome to Sydney”.
Certain markers help tourists to form images
names of places – Surfers Paradise, Gold Coast, Monte Carlo, Costa del Sol, the Red Centre
Western Australia – State of Excitement
Certain markers help tourists recall past tourist experiences
Photographs, videos, postcards, souvenirs

22. Model of Attraction adapted from Leiper (2004) by Wixon, 2007
Nucleus
Contiguous Marker in TDR
Generating marker in TTGR
A person with touristic needs
Information reacts on needs/wants, leads to positive expectation and motivation
Travel decision
Other causal conditions for travel (time/money, absence of all constraints)
Transit marker(s) in TTR
TTGR
Person is pushed by own motivation to seek/want satisfaction from the nucleus
Model of Attraction adapted from Leiper (2004) by Wixon, 2007
The diagram depicts how ‘attractions’ really operate: tourists are never literally ‘attracted’, ‘pulled’ or ‘magnetised’ but are motivated to experience a nucleus and its markets when a marker reacts positively with the needs and wants (tourist is ‘matched’ with ‘appeal’ of destination).

23. Markers Markers make an attraction.
“Without markers, many recreational activities are meaningless”
Leiper, 2004: 317
Think about which type of markers best serve primary, secondary and tertiary attractions respectively.

24. Precincts and Event Attractions
Many attractions
located together in geographic space becomes
a (tourist) precinct
located together in time becomes
a (tourist) festival
Could be more specifically a sports entertainment, shopping, cultural, historical precinct
What does this do? Stimulate visitation, extra spending, in-depth immersion in a particular activity
For the TDR, such precincts, festivals then generate further ‘attractions’ wishing to be linked to the precinct or festival.
And generates, necessitates facilitating services.

25. Evolution of an attraction system
MacCannell 1976 (cited in Leiper 2004) suggested that attractions develop identifiable phases
1. The naming phase
soon after the number of tourists begin paying attention to anything it is given a name.
Becomes the first marker

26. Evolution of an attraction system
2. The Framing and Elevation Phase
Normally occurs after naming.
Places a boundary around the thing being ‘framed’ – this encourages people to focus attention on what’s inside the ‘frame’
Sets up the zone of closure and the inviolate zone

27. Evolution of an attraction system
3. The Enshrinement Phase
Basis in religious visitation, pilgrimage.
Can be seen today in many places – examples:
Great Art Galleries – like the Louvre
Great Buildings – Empire State Building
Significant Places – Twin Towers 9/11, Gallipoli
Gracelands – the home of Elvis
Others?
Not always successful in reaching this stage

28. Evolution of an attraction system
4. The Duplication Phase
Where copies (or replica models or pictures) of the nucleus are made
Examples?
Souvenirs, postcards
What purpose does this serve?
Satisfaction , WOM (serves as a marker).

29. Key Points to date
The importance of the attraction in the tourism system
A conceptual model of an attraction and its components
Types of attractions
The role and types of markers
The evolution of an attraction
Case studies of different types of attractions

30. Case Studies Their role in the tourism system
Attractions
Case Studies
Their role in the tourism system

31. Key Points Attributes of attractions Types of attractions Case Studies
Attractions and destination attractiveness

32. Tourist Attractions
Leisure activities undertaken by top five inbound markets to Australia, 2004.

33. Tourist Attractions Attraction Attributes
Weaver and Lawton,
2006: 147

34. Tourist Attractions Category Site Event Natural Cultural
TOPOGRAPHY e.g. mountains
CLIMATE e.g. temperature
HYDROLOGY e.g. rivers
WILDLIFE e.g. birds, fish
VEGETATION e.g. forests
LOCATION e.g. centrality
volcanic eruptions
tides
animal migrations
Midnight Sun
Cultural
PRE-HISTORICAL
HISTORICAL e.g. battlefields
CONTEMPORARY CULTURE e.g. architecture
ECONOMIC e.g. farms, mines
RECREATIONAL e.g. integrated resorts, golf courses
RETAIL e.g. mega-malls, theme parks, ski hills, casinos
protected areas
scenic highways, scenic lookouts, cairns, wildlife parks, botanical gardens, spas
battle re-enactments
festivals, world fairs
Rural /Industrial tourism
sporting events, Olympics markets
Weaver and Lawton, 2006: 130

35. Tourist Attractions Natural sites Topography: Mountains
Shift in perception from undesirable to desirable since early 1800s
May be of aesthetic or religious significance, or may be iconic
Originally elitist (incl skiing), now mass (democratised)
Mountain climbing

36. Everest (Sagarmatha) Interesting facts First woman climber – 1975
First blind climber – 2001
age ranges
Worst year for fatalities: 1998:
98 reached summit, 15 died(6.5:1)
No. of corpses still on the mountain – 120
Nepal authorities cutting climbing fees outside peak.
Expedition costs £29,000 (70 days)

37. Mount Everest Base Camp

38. Tourist Attractions Natural sites Topography: Beaches
Popularity associated with Industrial Revolution, and emergence of ‘pleasure periphery’
Most stereotypical symbol of mass tourism
requiring facilities at beach
Specialist interest
surfing beaches;

39. Tourist Attractions Natural sites
Topography: Beaches as Tourist Attractions
Are they unique? Iconic?
Primary attraction
What could make a beach iconic / unique?
Problems
If they are a secondary attraction
Disrupting the city centre
Differentiating from other beaches
Crowding if nodal.
Maintenance if areal.
Usage by locals
What could make a beach iconic / unique? – landscapes, proximity to city centre, tourist precinct (Honolulu – Waikiki); events (Rio-Carnivale); brand name (Gold coast – Surfers Paradise)

40. Tourist Attractions Natural sites Climate: Temperature
3S tourism (pleasure periphery = ‘cool to hot’ movement; optimal temperature range 20 to 30 C)
Climate liability can be converted into an
asset through tourism (e.g. Death Valley, CA)

41. Tourist Attractions Natural sites Water Swimming (high quality water)
Freshwater lakes (e.g. cottages, boating)
Waterfalls (e.g. Niagara Falls, Victoria Falls)
Geothermal waters (e.g. spas – Iceland)
Issues here
Purity of the water
Tourism industry facilities
Impact on marine life and local fishing etc.
Irrigation etc
Access – within protected environments?
Insert K Vary slides

42. Tourist Attractions Natural sites Wildlife : Two ways of classifying
Captive versus non-captive wildlife
zoo
wilderness areas
Consumptive versus non-consumptive
big game hunting
catch and release fishing

43. Wildlife attractions
Quite often centers for research and breeding programs as well
Taronga Zoo
Wildlife Parks
Areal attraction
Land use; tribal communities
South Africa: many modes of ownership and management
Employing and empowering host communities

44. Tourist Attractions Natural sites Protected Natural Areas: Importance
Maintenance of ecological integrity = attractiveness to tourists
Land/marine areas are critical since habitat continues to be destroyed
Protection of exceptional natural qualities (e.g. mountain ranges, rare species)
Designation as National Park, etc. = special status

45. Tourist Attractions Natural sites Location Centrality
- Rugby, North Dakota, the Red Centre
Unique – Roriama,/ Angel Falls
Extremity
- Cape Byron, Death Valley, Lands End, Cape of Good Hope

46. Tourist Attractions Natural events Solar eclipses Midnight Sun
Summer solstice in Scandinavia
Midsommar celebrations

47. Tourist Attractions Cultural sites Prehistorical e.g. Stonehenge
Monuments and structures
Battlefields (dark tourism)
Heritage districts and landscapes
Museums

48. Cultural Sites Need good interpretation Cultural repositories
Domestic tourists v international
Int tourists: unfamiliar, perhaps even tertiary
Cultural repositories
Sometimes low carrying capacity
Often non-profit, nodal, niche
But can also be unique
Aiming to be authentic
Religious sites
Welcoming of tourists?

49. Tourist Attractions Cultural sites Contemporary
Ethnic neighbourhoods (‘Chinatown’)
Food and Drink (‘winescapes’)
Areal, tertiary, unfamiliar
Main question - authenticity

50. Tourist Attractions Cultural sites Economic activity
Industrial heritage (i.e. Post-Industrial tourists connecting with industrial past)
Factory tours
Artisan workshops
Canals and railways = ‘functional adaptation’

51. Tourist Attractions Cultural sites
Specialised Recreational Attractions (SRAs)
Golf courses (‘golfscapes’)
Casinos
Theme parks (Disney)
Scenic highways, bikeways and hiking trails
Ski resorts

52. Sporting and Recreational Attractions
Golf Courses
Niche market, private ownership
Prime land use (often)
Problems with water usage
Casinos
Why do govts legalise casinos?
Small-scale to mega (Macau, Las Vegas) with multiple casinos
Often a primary attraction – based on a collective ‘critical mass’

53. Artificial Attractions
Theme parks
Transference across cultures?
Family tourism mainly
High visibility, but a secondary attraction
Exceptions: Gold Coast, Orlando

54. Theme Parks (Disney) Hong Kong
‘Driving force for tourism growth’ – HK SAR Finance Secretary
57% owned by local govt, US$ 3.5b investment
stats:
Visitation lower than at Ocean Park
4m visitors (12m at Disneyland Paris), dropped since opening
Paris
Roundly criticized at opening
Too American
No wine, junk (American) food
Since bailed out by private (Arab) investors
4m visitors 1/3 of capacity

55. Tourist Attractions Cultural sites Mega-malls Markets and bazaars
Retail
Mega-malls
Markets and bazaars
Tertiary attraction (mostly)
Profit oriented, high carrying capacity
Can impact on authenticity
Political power

56. Tourist Attractions Cultural events
Historical re-enactments and commemorations
Sporting events (Olympics, World Cup)
World fairs
Undoubted PR value
Can be used to counter seasonality
Or generate visitation

57. Tourist Attractions
Cultural events
Festivals and performances

58. Attractions and Destination Management / Marketing (1)
The more the better?
Gives the destination variety
Markets
Seasonality
Improves length of stay & expenditure
A critical mass of secondary attractions (without an iconic one) could still make a TDR attractive
Build it and they will come??

59. Attractions and Destination Management (2)
Strategic Planning
Resources (esp. attraction inventory) , markets, competition
Competitive Advantage
Which TDR(s) is / are the competition?
Is it sustainable?
Management
Support, staffing, human resources
Infrastructure
Information, transport links
Sustainable – not just in the env sense, but to mean.. In the long-term

60. The challenge of making an attraction a viable tourism business
“ The possibility that most places are not adequately utilizing their potential range of attractions….
The role of imagination and creativity in transforming the apparent destination liabilities into tourism resources..”
Weaver and Lawton, 2006:129.

61. Elements of Success as an Attraction
Multiple attractions within the precinct such as Maritime Museum, Wildlife Centre , Aquarium, Chinese Gardens, IMAX Cinema, Convention and Exhbition Centre.
Multiple retail and dining options.
Available accommodation within the precinct and nearby in the Sydney CBD.
Ease of accessibility.
Replaced a blighted former port and rail terminus

62. Strategic Business Success Elements
An integrated plan of complementary attractions.
Close cooperation between public and private sector.
Integrated and complementary infrastructure.
Ease of access to to the Sydney CBD.
Services needs of multiple markets including local Sydney residents, International visitors, MICE market.
Marketed as a key Sydney, NSW and Australian attraction .
Wide appeal for tourists of multiple motivations and variable budgets.

63. References
Gunn, C., 1997, Vacationscape: developing tourist regions (3rd. ed.), Taylor and Francis, Washington DC. (chapter 5)
Leiper, N. 2004, Tourism Management, (3rd. ed.) Pearson Education Australia, Sydney. Ch 13 (key reference)
Weaver, D., Lawton, L., 2010, Tourism Management, 4th. ed., Wiley, Milton QLD.,