1. Slide Nr. 1 Destination Management Lecture 10 University of Applied Sciences Stralsund Leisure and Tourism Management WS 2009/2010

2. Slide Nr. 2 Part Three Considers the challenges involved in managing attractions such as marketing, financial management, operations management and human resource management

3. Slide Nr. 3 Managing quality

4. Slide Nr. 4 What is to be understood by „quality“? The International Organization for Standardization (ISO) defines the term quality as the: “Totality of features and characteristics of a product/service that bears on its ability to satisfy stated or implied needs.” Quality means offering a product of the right grade for the chosen market or markets at the appropriate price. Part Three \ Quality management

5. Slide Nr. 5 Quality management approaches Quality control - monitoring product or service quality - carried out by quality control inspectors Quality assurance - prevention of quality problems - staff is concerned to get it right in the first time Total quality control - looks at all possible influencing factors Total Quality Management (TQM) - trying to achieve constant, continuous improvement - involves the whole organization at all levels Part Three \ Quality management

6. Slide Nr. 6 Quality management and services No standardized product - difficult to adopt standardized quality control systems - affected by a number of variables - the product is different for every customer Intangibility and perishability - ‚faults‘ in the product cannot be easily seen - not ease to replace a ‚faulty‘ product Services are often complex products - involving a huge number of elements which are interdependent and difficult to monitor Part Three \ Quality management

7. Slide Nr. 7 Quality and visitor attractions Part Three \ Quality management ProductProcess - physical environment - value for money - attraction staff - reliability of the product - safety of visitors - number of complaints - HRM policies - organization‘s culture - marketing function (producing the image) - purchasing policy - responding to changes Quality can be looked at in two ways:

8. Slide Nr. 8 Quality management systems at attractions Part Three \ Quality management There are three main points to consider: - what definition of quality to use - what performance standards to use and what measurement system to implement - what systems to adopt to achieve quality

9. Slide Nr. 9 1. defining quality at visitor attractions Part Three \ Quality management examples - reliability of the product - level of customer satisfaction - motivated and well trained staff

10. Slide Nr. 10 2. performance standards and measurement Part Three \ Quality management examples - reliability of the product - sth. should be functional accessible at 95% of the time - requires detailed reporting systems - level of customer satisfaction - 75% of visitors should be very satisfied - complaints should not exceed 1% of visitors - visitor surveys and complaint reporting - motivated and well trained staff - reducing staff turnover by a half and increase qualification - using personnel reports

11. Slide Nr. 11 3. systems to adopt to achieve quality Part Three \ Quality management examples - reliability of the product - more regular maintenance checks - increase spending in maintenance - implement ‚quality circles‘ - level of customer satisfaction - sophisticated surveys to identify customer needs - team meetings to sensitize staff for visitor satisfaction - ‚tracking‘ visitors to identify obstacle - motivated and well trained staff - introduce job rotation and empowerment - implement training routines

12. Slide Nr. 12 Case study 14 „Performance Management in Museums“ Part Three \ Quality management

13. Slide Nr. 13 „Greening“ of visitor attractions

14. Slide Nr. 14 Greening of visitor attractions... is about more than just the physical environment Sustainability Society Economy Physical Environment Influences every managerial function within the organization Part Three \ Greening of visitor attraction

15. Slide Nr. 15 Greening of visitor attractions No economic activity can be totally green! But: can/must minimize the negative impact Examples: - symbolic actions, e.g. using recycled paper - environmentally friendly production processes - reducing packages - lowering energy consumption - sponsoring conservation projects Part Three \ Greening of visitor attraction

16. Slide Nr. 16 Greening of visitor attractions ‚greening‘ can be defined as: Maximize the beneficial while minimizing the negative economic, environmental and socio-cultural impacts of visitor attractions within the overall framework of sustainability. Part Three \ Greening of visitor attraction

17. Slide Nr. 17 Motives for greening organizations... are often rather selfish than altruistic: Main motives: - cost reduction by reducing usage of resources - improving public image - seeking to achieve competitive advantage (by being seen to respond to customer‘s concerns about green issues) - prevent from being forced to ‚act green‘ by new laws Part Three \ Greening of visitor attraction

18. Slide Nr. 18 Greening of visitor attractions... starts with the development of attractions Examples: - decision for the place - existing flora and fauna - required infrastructure - expected increase in traffic - pollution and damage during construction - labour employed during development - usage of materials Part Three \ Greening of visitor attraction

19. Slide Nr. 19 Greening of human resource management... is mainly about - recruiting local people wherever possible - adapt HRM policies to local culture and employment practices - training local managers to enter upon a career within the organization - training staff to understand importance of green issues - taking care when staff is leaving Part Three \ Greening of visitor attraction

20. Slide Nr. 20 Greening of marketing... is mainly about - being honest about the attraction - making visitors aware of a ‚green‘ behaviour - targeting visitors, sensible for concept of sustainability - trying to reduce seasonality of demand - attracting higher-spending visitors to achieve financial objectives with fewer visitors - favouring local visitors by adequate pricing strategy - ensuring that the product is acceptable to local culture - encouraging visitors to use public transportation system Part Three \ Greening of visitor attraction

21. Slide Nr. 21 Greening of operations management Operations management is considered with the day-to-day management of the site - reducing energy consumption - reducing waste - reducing pollution - being a ‚good neighbour‘ - buying from local suppliers - visitor management>>> Part Three \ Greening of visitor attraction

22. Slide Nr. 22 Visitor Management

23. Slide Nr. 23 Visitor management visitor management incorporates aspects of both: quality management and green issues, and is the most critical part of the day-to-day management at the site Tries to ensure an experience without disturbances by providing a trouble-free sequence of events Aims to minimize negative environmental and socio-cultural impact caused by the use of the attr. Although most important for non-purpose built attractions, there is a certain relevance for all types of attractions Part Three \ Visitor management

24. Slide Nr. 24 Visitor management Part Three \ Visitor management Human resources Legal conditions Financial conditions HRM Operational management Marketing activities Visitor Management Management objectives Visitor expectations Performance Visitor satisfaction Conservation: - environment - and assets Minimize negative impact Maximize quality of product/service Experience without disturbances

25. Slide Nr. 25 Problems to deal with Damage on environment caused by visitors - wildlife, flora and fauna, pollution by traffic Damage on assets caused by visitors - intentional, unintentionally caused by heavy use Disturbances in visitor flow - bottleneck situations, waiting times Accessibility of certain areas - restricted access caused by construction work - distances between attractions on site - handycapped visitors Part Three \ Visitor management

26. Slide Nr. 26 Identify problems Legal conditions - waste management, pollution, opening time,... Monitoring damages caused to assets - staff has to check, repair and report Damages to the environment - measure damages and report, often by externals Disturbances in visitor flow - tracking visitors Overall satisfaction of visitors - surveys and questionnaires Part Three \ Visitor management

27. Slide Nr. 27 Marketing measures Make visitors aware of green behaviour - smoking areas - throwing away waste - waste of resources - feeding animals School classes vs. Elder people Attract more visitors to join the attraction in off peak season Attract visitors to visit the attraction by public transport Attract the visitor to stay longer rather than visit more often Booking of guided tours Encourage group visits Part Three \ Visitor management Not too many restrictions!

28. Slide Nr. 28 Operational management measures Zoning - restricted access to sensible areas - completely forbidden, only guided, limited numbers of visitors.. On site transportation - reduces bottlenecks, allows visitor to use more elements - may take away the individual experience Guided Tours - Guide, Literature, Walkman-tour Closing the attraction when reaching the carrying capacity Restrict direct access by car (eg. Königsstuhl) - critical if access becomes more expensive by doing so Part Three \ Visitor management

29. Slide Nr. 29 Case study 15 „Enhanced Visitor Management Alternative “ Part Three \ Visitor management

30. Slide Nr. 30 Best practice 1 Järvzoo - Wildlife park - Middle-Sweden - Entry fee appr. 10€ - targeted group family - reg. catchment area - international visitors - Europe's longest wooden bridge system - visitor management Part Three \ Visitor management

31. Slide Nr. 31 Best practice 2 - wooden bridge system one-way visitor flow protecting wildlife ensures accessibility - display system orientation guiding visitors educating visitors - service facilities indoor education catering toilettes Part Three \ Visitor management

32. Slide Nr. 32 Best practice 3 Part Three \ Visitor management

33. Slide Nr. 33 Best practice 4 Part Three \ Visitor management

34. Slide Nr. 34 Best practice 5 Part Three \ Visitor management

35. Slide Nr. 35 Best practice 6 Part Three \ Visitor management

36. Slide Nr. 36 Case study 16 „Sustainable Tourism in Protected Areas” Part Three \ Visitor management