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Measuring Destination Performance. Peter Lane DP:UK EUTO 2008 25 TH Sept. Topics To Be Covered. An overview of measurement and the tools used What prompted greater activity in the UK The response – DP:UK Other initiatives. The Guiding Principle.

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Measuring destination performance

Measuring Destination Performance

Peter Lane DP:UK

EUTO 2008

25TH Sept


Topics to be covered
Topics To Be Covered

  • An overview of measurement and the tools used

  • What prompted greater activity in the UK

  • The response – DP:UK

  • Other initiatives


The guiding principle

The Guiding Principle

If you can’t measure it how can you manage it?


The quality of a tourism experience
The quality of a “tourism experience”

Tourist NEEDS and WANTS

Services & Activities

Expected Benefits

Expectations before travel

The experience

The Reality

Expectations

QUALITY

Reality = Expectations


Quality loop
Quality Loop

Expected quality

Targeted quality

users satisfaction measurement

Output measurement

Perceived quality

Delivered quality


Qsp system

Lodging

Tourist Attraction

Entertainment

Shopping

Beaches

Services

Probability of Return

Frequency of Return

Tourist Satisfaction

QSP System


Un cliente satisfecho es un cliente leal
Un Cliente Satisfecho Es Un Cliente Leal

Z. de aprecio

Zona de indiferencia

“Apostol”

100%

80%

60%

40%

20%

%RETENCION

Zona de defeccion

“Terrorista”

1 2 3 4 5

Muy insatisfecho Muy satisfecho

GRADO SATISFACCION


Filling the gaps

Visitors’ expectations

Better market research and customer feedback

Managers’ perception

of visitors’ needs

More effective communication of accurate images and messages

Closer working between all players with a strategy for

product development and agreement on targets and standards

Setting quality standards

for services and facilities

Regular inspections, quality control, improvement

schemes and training

Actual quality provided

Better communication, labelling and information

services for visitors

Filling the Gaps

Visitors’ perception of

what they receive


VISITORS

TOURISM ENTERPRISES

COMMUNITY

DESTINATION

Intact or improved environment

Improved enterprise performance

Increased income/employment

Community benefits without conflict

Satisfied customers


Tourism value chain

Pre visit image/ messages

Attractions and amenities

Pre visit information

Making Bookings

Journey to destination

Information in destination

Initial welcome

Places to stay

Places to eat

Infrastructure and environment

Farewell and return journey

After visit contact and memories

Tourism Value Chain


Leadership model
Leadership Model

People Management

9%

Policy and Strategy

8%

Resources

9%

Enablers

People Satisfaction

9%

Customer Satisfaction

20%

Impact on

Society 6%

Results

Business Results

15%

Leadership

10%

Processes

14%


Specific activities
Specific Activities

  • Volume and Value measurement

  • Visitor surveys

  • Tourist Information Centre Data

  • Destination Benchmarking

  • Data sharing eg European Cities Marketing


Catalyst for action in england

Catalyst for Action in England

The Best Value Process


What is/was Best Value ?

“The continuous search by a council to improve the quality, efficiency and effectiveness of all its activities for the public”


The mantra

E

E

E

C

C

C

C

F

F

THE MANTRA

4 C’s

3 E’s

Not forgetting the

2 F’s


Principles of best value
PRINCIPLES OF BEST VALUE

  • Radical reappraisal of all services by reference to a common framework known as the four Cs.

  • Challenge

  • Compare

  • Consult

  • Compete


Supported by
Supported by:

  • The three Es

  • Economy

  • Efficiency

  • Effectiveness

  • What matters is what works.


What did it mean for local authority services

What did it mean for Local Authority services ?

  • There was no hiding place

There was no hiding place





Vision

To achieve a coherent network of local authority tourism organisations operating in accordance with the principles of best practice.

Vision


Mission

Mission organisations operating in accordance with the principles of best practice.

To improve the quality of tourism provision amongst local authority tourism departments and destination management organisations by offering advice on the components of best practice and encouraging the sharing of comparative information.


Objectives
Objectives organisations operating in accordance with the principles of best practice.

  • > To work at a national level with the Audit Commission     and DCMS to draw up performance indicators and measures

  • > To work with other like-minded national and regional     organisations to assist destination development by providing     support, comparative data, advisory publications and case studies

  • > To develop a national network of similar destinations with a     shared agenda> To be recognised as a strategic group for issues relating to     tourism performance and policy

  • > To act as a platform for consultation and comment on tourism     performance and policy

  • > To act as a catalyst for discussion of such issues amongst     relevant organisations


Membership
Membership organisations operating in accordance with the principles of best practice.


Specific activities1
Specific Activities organisations operating in accordance with the principles of best practice.

  • Performance Management / Baseline

  • Research

  • Group Meetings

  • Advisory Publications

  • Web site (www.dpuk.org.uk)


The future
The Future organisations operating in accordance with the principles of best practice.

  • Partners for England

  • English Tourism Intelligence Partnership

  • The importance of place making

  • Delivery of tourism services

  • Performance management


European dimension
European Dimension organisations operating in accordance with the principles of best practice.

  • Tourism Sustainability Group and Report

  • Quality

  • Competitiveness

  • Sustainability

  • Employment

  • Data

  • Knowledge sharing


What next
What Next? organisations operating in accordance with the principles of best practice.


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