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Tourist Destination Development
Corinna Chin
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Think!
• What elements do you think are needed in order to develop a tourist destination?
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Typology of destinations
• Cities – including historic, cultural and tourist cities
• Regions• Resorts• Villages and small towns• Protected areas, including rural areas with
nature-based attractions
Howie, 2003:78Countries
Booth, 2008
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What we’ll cover…
• Factors needed in a tourist destination– The 6 As
• Butler’s TALC• Visitor and Destination Management
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Destination
ACCESS
ATTRACTIONS
ACTIVITIES
ACCOMMODATION
ANCILLARY SERVICES
AMENITIES
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• Visitor demand and marketing activity• Converting resources into attractions• Accommodation and transport• Relationship to sustainable development• Tourism trends and the destination lifecycle
Booth, 2008
Destinations
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Access • Various types• All types important to a destination• Generally need most of them at a destination
to make it easier to reach• Can therefore make it a more popular
destination
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• Major form of access especially to a foreign destination
• Airports needs to be close to destination• Facilitate domestic and international
tourists• ‘Hub’ = major airport (Heathrow)• ‘Spoke’ = regional airport, has regular flights
to and from ‘hub’ e.g. Manchester
Air
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• For domestic and international• Domestic – travel via car, motorbike, coach• International – transfers via taxi, coach, car
rental, public transport
Roads
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• Access to destination via water• Ferries – passengers and cars• Cruise ships – passengers
Ports
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• Domestic and international• Can be used for day-trips, travel between
major cities• Holiday in itself – long distances within one
country or across several countries
RAIL
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• Access affects those less-able bodied• Adaptation of transport for disabled people• Adaptation of destination for disabled people
– Beach, hotels, parking etc
Disability
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• Important as gives direction to destination and attractions and facilities
• Road signs – for attractions and facilities• Pedestrian signs – for attractions or
walking routes
Signage
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Think!
• Name a major access example for each within the UK:– Air (not Heathrow!)– Road– Port– Rail
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Attractions • “generally single units, individual sites or very
small, easily delimited geographical areas based on a single key feature”
(Swarbrooke, 2002)
• ‘Pull’ factor for a destination• Can be the deciding factor in a holiday choice
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Natural AttractionsScenery, nature, views
Type of natural attraction
Beaches •‘Sunlust’ tourist; 3S•Beautiful view, location•Soft sand, clear water•Safe environment for families
Flora and fauna(Plants and animals)
•Appreciation of F&F at destination•Birds or species-watching•See F&F in natural environment
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Lakes •Beautiful scenery•Water-based activities: sailing, canoeing, fishing
Mountains •Unique environment•Extreme sports activities: climbing, skiing, walking
Rivers •Water-based holidays: cruises, boating•Water-based activities: water-skiing, fishing
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Topography •‘The shape of composition of the landscape’ (Dale, 2005)•Natural scenery can be the attraction•Aesthetic beauty•Escapism•Generally protected areas e.g. National Parks, Areas of Outstanding Natural Beauty (AONB)
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Built/Man-made Attractions
• Built and adapted for visitor purposes• Built and designed for visitor purposes
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Built attractions adapted for visitor purposes
• Not originally designed for visitors• But major tourist attractions
– Historical or cultural significance• Examples
– Castles (Windsor Castle)– Cathedrals (Canterbury Cathedral)– Historic houses (Anne Frank)– Steam railways– Workplaces (old factories etc)
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Purpose-built/attractions designed for visitor purposes
• Supplement main attraction• Built to attract more tourists to an area = ↑ in pull
factor• Some destinations have no natural attractions so are
built to entice tourists• Examples
– Galleries, Museums, Theatres– Theme Parks, Water Parks, Wildlife Parks, Zoos– Leisure Centres– Shopping Malls– Visitor Centres
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Temporary Attractions• Festivals or events at a particular time of the year• Can be natural or man-made• Natural
– Northern Lights, Norway• Man-made
– Sports events: Olympics, World Cup, Grand Prix– Music Festivals: Glastonbury, Mardi Gras– Cultural Festivals: Oktoberfest, Seafood & Wine etc
Why have temporary attractions?
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Accommodation• Hotels • Apartments, villas, cottages• Guesthouses • B&B• Farmhouses• Campus accommodation• Youth hostel• Camp sites• Timeshare
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Star Rating Hotel
•Courteous staff provide informal but competent service•Most rooms en-suite•Designated eating area (B&D)
•All rooms en-suite (private facilities)•Restaurant or dining room serves B&D daily
•Staff = smart and professional•All rooms en-suite•Restaurant open to guests and non-guests
AA (Automobile Association) Accommodation Grading Standards
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Star rating HotelProfessional, uniformed staff responds to needsDecent sized public areaRestaurant open to guests and non-guestsLunch available in designated areaLuxurious accommodationLuxurious public areaExtra facilitiesMultilingual servicesGuests greeted at hotel entranceHigh quality menu and wine list
AA (Automobile Association) Accommodation Grading Standards
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Activities • Many available at a destination• Tourists will participate in different activities
according to their needs • Destinations must provide ones that suit the
type of tourist visiting• Two types:
– Active– Passive
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Active
• Some accommodation provides these activities– Water sports, golf, walking etc
• Private companies run active organised activities
• Appealing to active tourists• Generally younger tourist and those more
able-bodied
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Passive
• Can be provided by accommodation – on-site activities– Bingo, quizzes, shows, reading books
• Suitable for tourist who want to relax (R&R)• Generally older tourists, less mobile
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Amenities • Extra services• Meets needs of tourist• Government needs to provide these to
permanent and temporary populations• Number will depend on size of destination• Some only found in peak season
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Amenities
• Examples:– Public toilets– Signage– Retail shopping– Restaurant and cafes– Visitor centres– Telecommunications– Emergency services
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Ancillary Services• Additional, supplementary services• Provides support needed by tourism industry• Helps with the ‘multiplier effect’
– More money generated and distributed• Public and private organisations• Bigger the destination, more ancillary services
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Ancillary Services
• Examples:– Car hire– Catering companies– Entertainment: bars, nightclubs, casinos– Foreign exchange services– Insurance– Laundry services– Tourism marketing services
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Butler’s Tourism Area Life Cycle(TALC)
• Illustrates the different stages a destination moves through as it develops
• Like your own life cycle
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Stage Name Description
1 Exploration •Very few tourists•Destination unknown•New experience travellers•Independent travel•Few facilities; basic infrastructure•Local culture strong•Nature undisturbed
2 Involvement •Increase in tourist numbers•Transport links developed•Local people create businesses•Public sector examines tourism development•Small investments into infrastructure and facilities
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Stage Name Description
3 Development •Original visitors move on•Organised tours •Large increase in tourist numbers•Private businesses get involved•Infrastructure developed•New construction for tourism•Tourist season develops•Lots of advertising
4 Consolidation •Tourist numbers still increase but slower rate•Locals resent tourists•Mass tourism destination•Lots of advertising to encourage more tourists
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Stage Name Description5 Stagnation •Mass tourism
•Carrying capacity reached or exceeded•Natural environment damaged•Man-made constructions taken over•Over-crowded•Over-commercialised
3 possible routes after Stage 5…
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Rejuvenation •Redevelop destination•Lots of money•Cleaning up•Re-building
Stabilisation •Continues in same manner•Same infrastructure•Not sustainable•Tourists will eventually stop
Decline •Unattractive destination•Facilities close•No investment•Tourist numbers have large decrease•Tourism may disappear completely
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Visitor and Destination Management
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Development
RESOURCES ATTRACTIONS
NaturalCultural
‘Intangible’
Environmentsensitive
+ culturally sensitive
+ sustainable
Nature based wildlife/sceneryCulture-based
heritage and ways of life
Spirit of place (ambience)
Howie, 2003: 77
Booth, 2008
Development of Attractions
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Visitor Management ModelVisitor
Place Host community
External influencesExternal influences
External influences Booth, 2008
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Management challenges• Enhancing the environment for both locals and
tourists• Attracting visitors• Accommodation and attraction capacity• Creating mixed-use environments
– Developing cultural activities for both residents and visitors
• Transport links within destination and beyond• Maintain historical links – spirit of place• Protection of
– the landscape– The natural environment
Booth, 2008
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Factors Involved in Destination Development
• Multiple stakeholders• Direct/indirect involvement
• Ethical concerns• Sustainability
• Host-guest relationships• Spirit of place
• Multiplier effects• Far-reaching impacts
• GlobalisationBooth, 2008 Booth, 2008
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Factors Influencing the Tourist Experience at Visitor Attractions
Design issues– Signposting– Seating provision– Car parking provision– Overcrowding
Booth, 2008
Customer care• Relationship between
staff, service and needs of the visitor
• Cleanliness of facilities• Catering
Personal issuesMoodWord of mouth/interaction with other peopleExpectation of the visitor/prior socialisation/cultural
factors
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Hard and Soft Visitor Management
‘Hard interventions physically impede visitors behaving as they want … Soft interventions
aim at changing the visitor’s behaviour, mostly through information campaigns and
marketing.’
Tyler et al, 1998: 132
Booth, 2008
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Managing Demand
• Redirect visitors to other sites• Offer alternative attractions
– Visitor centres• Promote off-peak demand
– Create price incentives– Develop complementary services to attract visitors
• Reservation systems
Booth, 2008Leask and Yeoman, 1999
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Managing Supply
• Alternative service location (attractions only)• Efficient employment
– Cross train workers so they can fulfil multiple job roles according to demand
• Prepare for peak demand
Leask and Yeoman, 1999
Booth, 2008
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Managing waiting
‘Queues do not have to be a bleak introduction to a tourist attraction. Instead they can be
integrated into the design of a facility, provide an opportunity to orientate people
towards that facility with questions and display panels; they can be less onerous
physically with resting opportunities, water fountains and indications of time …’
Pearce, 1991
Booth, 2008
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Visitor Management Approaches & Techniques
• Town planning– Regulating access by transport– Zoning by space, time or activity– Signage and interpretation
• Regulating visits by number and group size• Pricing policy – numbers versus access• Modifying the site• Partnerships with tour operators• Information and marketing
Booth, 2008
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Process of destination planning• Understand the destination and its tourist offerings• Stakeholder analysis – who, what, how, where, why?• Visitor analysis - who, what, how, where, why?• External audit
– PLEST = political, legal, economic, socio-cultural, technological
– SWOT = strengths, weaknesses, opportunities, threats
• Create a plan– Develop vision, mission, objectives– Implement, monitor and evaluate
• Sustainability, ethical, visitor experienceBooth, 2008
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PLEST Political, legalPolitical environmentVisa requirementsPlanning regulationCurrency controlStability/security
EconomicExchange ratesCost of labourInflationCredit chargesAvailability of capital investment funds
Socio-culturalAttitudes of host communityAttitudes of tourists in target marketImpact of new fashions, behaviours
TechnologicalPromotionDistributionTicketing
Booth, 2008
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SWOTDestination: IcelandINTERNAL FACTORS
StrengthsDistinctive environmentEstablished cultural heritageGood access via airport and good accommodationWell established profile with tour operators
WeaknessesAn expensive destinationExtreme seasonalityPerceived as remotePoor family destination – lack of things for children to doPoor travel infrastructure
Booth, 2008
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SWOT Destination: IcelandEXTERNAL FACTORS
OpportunitiesExcellent development possibilities for special interest tourismOpportunity for city break holsDevelop Reykjavik as a conference centre
ThreatsOther Scandinavian destinationsCost factors put the destination at a disadvantageContinuing problems finding development funding for tourism
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Key Tourism Destination Ingredients
• Shared vision and goals for the present and future
• Sharing information • Continuous education and self-
development• Collaboration• Networking• Cultural exchange• Participative planning and decision making• Adaptive management(Schianetz, 2008)
Booth, 2008
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Key Issues
• Who is in charge of the management plan? Who is it for? What are the desired outcomes?
• Sustainability = crucial– Need short and long term plans for success
• Stakeholder involvement very important• Development is destination-appropriate• Proper regulation
Booth, 2008
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Think!
• In small groups, create a SWOT analysis for a destination of your choice
• Can be: the UK, your home country, another tourist destination
S W
O T
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Summary
• The 6 As• Visitor and destination management
– Supply, demand, SWOT, PLEST, process, key issues
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Group Presentation
• FRIDAY 19 MARCH• 3 minutes in length• All group members must participate• Task: design a tourism attraction of your
choice• Non-existent in real life• Use PowerPoint
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Presentation covers…
• Name, location of attraction – why?• Why have you chosen that attraction?• What tourism market is it part of?• Who are your potential customers? Why?• The 6 As?