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Destination Management

Destination Management

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Destination Management

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  1. Destination Management André Kretzschmar University of Applied Sciences Stralsund Leisure and Tourism Management WS 2009/2010

  2. Reference • Swarbrooke, J. (1997) The Development and Management of Visitor Attractions,Butterworth-Heinemann, Melbourne. • See list of additional references in subject guide.

  3. Part One => BasicsPart Two => DevelopmentPart Three => Management

  4. Part One Sets the context by defining attractions, looking at their role in tourism, examining the attraction product and market,and outlining the business environment of attractions

  5. Attractions Play a vital part inencouraging visitors to a region; Without attractions there would bea limited need for other tourism services; Some argue that tourism would not exist if it were not for attractions. Part One \ defining attractions \ ...

  6. Tropical Islands Dome (Cargolifter) - Almost no tourist activities to be found in the region - Breakdown of Cargolifter-Project - Change of industrial facility into tourist attraction - Tourist services needed: Transportation, accommodation … - Without this attraction almost no tourism would exist there

  7. Attraction defined A designated permanent resource which is controlled and managed for the enjoyment, amusement, entertainment, and education of the visiting public. (Middleton, 1988) Part One \ defining attractions \ ...

  8. What is an attraction? • Natural Environment; • Man made attractions • Tourist, • Non-tourist purpose; • Special Events. Boundaries are not always clear cut ! („Reichstag“ )  Please visit: http://www.northumberland.gov.uk Part One \ defining attractions \ ...

  9. Terminology and Interrelations Visitor attractions Tourist attractions > visitor attractions and tourist attractions often called visitor attractions rather than tourist attractions usually day visitors rather than staying visitors visitors come from same region (surrounding area) definition: tourist! Part One \ defining attractions \ ...

  10. Terminology and Interrelations cont. > attractions and destinations Destinations are larger areas that include- a number of individual attractions- together with the support services required by tourists. The existence of a major attraction tends to stimulate development of a destination Part One \ defining attractions \ ...

  11. Terminology and Interrelations cont. > attractions, support services and facilities • Many attractions are increasingly developing services such as catering and accommodation on site to increase their income source. • Some support services and facilities are attractions in their own right e.g. restaurants. • Examples: • Orient Express, • Concorde, • Disneyland Resort Paris; Part One \ defining attractions \ ...

  12. Terminology and Interrelations cont. Resort complexes (such as Disneyland Paris, Center Parks ...) blurring the distinction between attractions and destinations and attractions and support services Two theme parks, 7 hotels, 2 conference centres, 61 restaurants, 52 shops,> 50 rides and shows... Part One \ defining attractions \ ...

  13. Terminology and Interrelations cont. > attractions and activities • As far as activities are concerned,attractions are a resource that providethe raw material on which the activity depends. • Examples: • Boat cruise on Sydney Harbour, • Scuba Diving on Great Barrier Reef, • Skiing at Falls Creek, • Rock climbing in Grampians National Park. Part One \ defining attractions \ ...

  14. Classification of visitor attractions Ownership Primary and secondary attractions Catchment area Visitor numbers Location Size Target markets Benefits sought Part One \ defining attractions \ ...

  15. Ownership of Attractions Part One \ defining attractions \ ...

  16. Primary and Secondary Attractions • Primary Attractions are those which are the main reason for taking a leisure trip. • Secondary Attractions are those places visited on the way to and from the primary attractions. Part One \ defining attractions \ ...

  17. Catchment Area • There are enormous varieties in the size of the catchment areas from which attractions draw their visitors. • Local (e.g. museums, country parks) • Regional (e.g. theme parks, water parks) • National (market leaders) • International (e.g. pyramids, olympic games) • Many attractions are local with most of their visitors coming from within a few kilometres. Part One \ defining attractions \ ...

  18. Location • Different types of attractions are found in different types of locations, namely Rural, Coastal and Urban. • Most natural attractions, except beaches, are found in rural areas often in relatively isolated areas, as are many historic houses. • Theme parks found in both urban & rural areas; • Often consciouslylocated next to major roads for easy accessibility to help maximise visitor numbers. Part One \ defining attractions \ ...

  19. Size • Attractions can be classified according to the size of their site and capacity. • Can vary from very large to small e.g. • Disneyland, Dreamworld, Movieworld, Great Barrier Reef, Grand Canyon. • Casino, Arts Centre, Sydney Opera House. • Observation Deck Rialto Towers, Scienceworks. Part One \ defining attractions \ ...

  20. Target Markets • It is also possible to classify attractions according to their target market or markets - demographics, sociographics: • Age; • Sex; • Stage in the family life cycle; • Social Class; • Place of residence; Part One \ defining attractions \ ...

  21. Benefits sought • The other customer-oriented way to classify attractions would be to look at them in terms of the benefits visitors expect from visiting them. • Status; • Learning something new; • Value for money; • Relaxation - exercise, obtaining a sun tan • Excitement • Clash of expectations !?! Part One \ defining attractions \ ...

  22. Case Study „Parc Astérix“ Please read the text, considering the following aspects: • What type of attraction? • Attractions vs. destinations • Classification of attractions- Ownership- Catchment area- Location- Targeted Market Part One \ defining attractions \ ...

  23. Case Study „Parc Astérix“ Part One \ defining attractions \ ...

  24. Case Study „Parc Astérix“ What type of attraction? • Natural Environment; • Man made attractions • Tourist, • Non-tourist purpose; • Special Events. Without any doubt, a tourist purpose man made attraction Part One \ defining attractions \ ...

  25. Case Study „Parc Astérix“ ? • An attraction from a visitors point of view • A destination from a scientific point of view Attractions vs. destinations • Attraction: A designated permanent resource which is controlled and managed for the enjoyment, amusement, entertainment, and education of the visiting public. • Destinations are larger areas that include- a number of individual attractions- together with the support services required by tourists. Part One \ defining attractions \ ...

  26. Case Study „Parc Astérix“ Classification of attractions > Ownership • „Grévin et Compagnie, the former Parc Astérix SA, has developed into an enterprise that now operates 12 facilities troughout Europe.“ • Please remeber the main motives for private ownership!- Main Priority: Profit- Other Priorities: Entertainment, max. visitor numbers, market share, exploit growth markets • Owned by a private, i.e. commercial organization Part One \ defining attractions \ ...

  27. Case Study „Parc Astérix“ Classification of attractions > Catchment area „Today it‘s the third top park in the France ... , and attracts an average of 1.8 million visitors a year“ • „85% of all visitors are French, 45% ... travel less than one hour ...“ • Certainly not local, and maybe a bit too many visitors a year to call it regional. • While Disneyland resort Paris is recognized as having an international catchment area, Parc Astérix seems to have a national one. Part One \ defining attractions \ ...

  28. Case Study „Parc Astérix“ Classification of attractions > Location • „Parc Astérix is located in Plailly,35 kilometres north of Paris.“ • Theme parks found in both urban & rural areas; • Often consciously located next to major roadsfor easy accessibility to helpmaximise visitor numbers. can be described as beeing located an urban area Part One \ defining attractions \ ...

  29. Case Study „Parc Astérix“ Classification of attractions > Targeted Market • „... admission prices are less expensive ...“ • „... views itself more as a family park ...“ • „Countless attractions are suitable for children, ... families and teenagers ...“ • „... refers to itself as the most ‚French‘ of all theme parks ...“ French families (oversimplification!) Part One \ defining attractions \ ...