cdme strategic issues in destination...
TRANSCRIPT
Strategic Issues in Destination Management
Session 1: Course Introduction
© 2001–2012 D. Anderson/DCG
Strategic Issues in Destination Management
Topics for Discussion Philosophy, purpose and expected results of
executive program
Participant introductions
Roles, experience and interests of moderators and guest speakers
Goals, structure and logistics of course
Module learning objectives
Understanding tourism destinations
Destination management and strategic issues context
Strategic Issues in Destination Management
Course Goals 1. To identify and understand global trends and issues
affecting destination marketing and management. 2. To ascertain those critical factors and new initiatives
that make destinations and visitor bureaus successful. 3. To know the strategic destination planning and
development process and how the community and visitor industry become stakeholders and partners.
4. To become knowledgeable about the roles and leadership activities of DMOs as it relates to research, product development, branding, online marketing and partnerships.
5. To obtain the latest thinking and solutions to current destination challenges, such as funding and community relations/advocacy, facing DMOs.
Strategic Issues in Destination Management
LEISURE something you have
TOURISM somewhere
you go
Non-Local
Pleasure/
Leisure Travel Business &
Personal
Travel
Source: Mieczkowski (1981)
Local
Relationship Among Leisure, Recreation, and Tourism
RECREATION something you do
Strategic Issues in Destination Management
Tourist/Visitor—Tourism—Tourism/Visitor Industry
Temporary movement of people (TOURISTS) to destinations outside of their normal place of work and residence, the activities undertaken en route to and during their stay at these destinations and the facilities/services created to cater to their needs (TOURISM), which leads to economic impacts generated by these activities (TOURISM INDUSTRY).
Tourism is an activity that occurs when people travel.
Strategic Issues in Destination Management
Visitors Residents
Travelers
Within scope
of tourism
Other
travelers
• Commuters
• Other local travelers
• Crews
• Students
• Migrants
• Temporary workers
International Domestic
Inter-continental Continental Inter-regional Regional
Staying 1 or more nights
(Tourist)
Same day
(Excursionist)
Classification of Travelers
Strategic Issues in Destination Management
Primary
activities:
• Consultations
• Conventions
• Inspections
Secondary
activities:
• Dining out
• Recreation
• Shopping
• Sightseeing
• VFR
Primary activities:
• Socializing
• Dining in
• Home entertainment
Secondary activities:
• Dining out
• Physical recreation
• Shopping
• Sightseeing
• Urban entertainment
Primary
activities:
• Shopping
• Visiting lawyer
• Medical
Secondary
activities:
• Dining out
• VFR
Primary
activities:
• Recreation
• Sightseeing
• Dining out
Secondary
activities:
• VFR
• Convention
• Business
• Shopping
Business VFR
(visiting friends/relatives) Personal Pleasure
Primary Purpose of Travel
Classification of Travelers Cont’d
Source: Chadwick (1994)
Strategic Issues in Destination Management
World Tourism Organization Definition of Tourism
The activities of a person outside his or her usual environment for less than a specified period of time and whose main purpose of travel is other than the exercise of an activity remunerated from the place visited.
Chadwick (1994)
Inbound international tourism: Visits to a country by non-residents of that country. Outbound international tourism: Visits by the residents of a country to other countries. Internal tourism: Visits by residents of a country within their own country.
Strategic Issues in Destination Management
World Tourism Organization Definition of Tourism
Domestic Tourism
Internal tourism
+
Inbound international tourism
National Tourism
Internal tourism
+
Outbound international tourism
Strategic Issues in Destination Management
Eight Tourism Industry Sectors
Museums and galleries
Heritage and historical sites
Parks and gardens
Amusement and theme parks
Interpretive centers
Native and cultural tourism
Shopping centers and malls
Attractions Conventions
Fairs & exhibitions
Festivals
Meetings/conferences
Special events
Trade shows & marketplaces
Events & Conferences
Strategic Issues in Destination Management
Eight Tourism Industry Sectors Cont’d
Adventure tourism
Sports facilities
Fishing and marine facilities
Golf/tennis facilities
Hunting facilities
Recreational parks
Ski resorts
Gaming activities
Adventure & Recreation
Strategic Issues in Destination Management
Eight Tourism Industry Sectors Cont’d
Air carriers Car rentals Cruise lines Gas stations Motor coaches Railways Recreational vehicles Taxis
Convention & meeting planners/destination management companies (DMCs)
Corporate travel departments and agencies
Incentive travel planners Tour escorts and guides Tour operators Tour wholesalers Travel agencies
Transportation Travel Trade
Strategic Issues in Destination Management
Eight Tourism Industry Sectors Cont’d
Hotels, motels, resorts Bed & breakfasts, country
inns, hostels, tourist homes
Lodges, bungalows, cabins, fishing & hunting lodges/camps
Campgrounds, summer camps
Timesharing facilities
Accommodation Catering facilities Club facilities Fast food outlets Institutions Pubs, lounges, night
clubs, cabarets Restaurants, dining
rooms, coffee shops Specialty dining (e.g.,
medieval feast)
Food & Beverage
Strategic Issues in Destination Management
Eight Tourism Industry Sectors Cont’d
Automobile clubs
Advertising agencies
Consultants
Destination management organizations (DMOs)
Government tourism departments
Marketing and professional associations
Research services
Reservation services
Retail operations
Tourism educators
Tourism suppliers
Trade press
Travel information centers
Travel writers
Tourism Services
Strategic Issues in Destination Management
Mill, R.C. and Morrison, A.M. (2009).
The Tourism System, 6th Edition.
Tour Operators
Hotels / Lodging
Visitor Attractions
Other Local Visitor Svcs
Airlines / Transport
Destination Infrastruct.
Delivering Services to the Visitor
DMO Role: Advocate the Total Visitor Experience
Industry Partners
Community Leaders
Local Govts
DMO Role: Support & Develop the Dest’n Strategy
Developing the Destination Conference Exhibitors
Convention Sales
Out-of-town Organizers
DMO Sales Team
Event Mgmt Firms
Local Organizers
Travel Resellers
Group/Tour Packagers
Marketing & Selling to the Visitor
DMO Role: Advise and Support Marketers
Publishers / Advertisers
Travel Mavens
Informing, Educating, & Advising the Visitor
DMO Role: Inform, Educate & Advise the Visitor
Visitors: Leisure /
Conference / Business
Visitor-Centric Strategic Map for Destination Marketing Organizations
Source: The Future of Destination Marketing. DMAI Foundation (2008)
Strategic Issues in Destination Management
Destination Management It is the integrated process of managing the five key
elements of destination offering, visitor mix,
marketing communications, advocacy and
destination partnership formations. The essential
purpose is to increase visitation to a destination in a
more comprehensive and balanced manner
acknowledging both tourist demand and supply
parameters.
Anderson (1997)
Strategic Issues in Destination Management
Key Components of Destination Marketing/Management At the Community Level
Product Development (current destination offerings and the development of new attractions and support services)
Marketing, Sales and Services (most effective image or brand and the communications to priority target markets)
Community Relations (acting as the tourism advocate by raising the awareness and profile of tourism locally in support of external marketing efforts)
Destination Architect
Destination Seller
Destination Advocate
Core Elements
Strategic Issues in Destination Management
Key Components of Destination Marketing/Management Cont’d At the Community Level
Research and Planning (existing and potential target markets and the destination policy/planning for future marketing and development)
Leadership, Partnerships and Team Building (championing marketing and development and building alliances to achieve long-term goals)
Destination Planner
Destination Partner
Supportive Elements
Strategic Issues in Destination Management
Product/Community Development (attractions, facilities, events, programs/
services, infrastructure and people development)
© 1999–2012 DCG
Marketing,
Sales and Services (area image/brand, market and
communications development)
Community
Relations (advocacy and
relationship development)
Wall
Brick
Floor
Brick
Foundation
Brick
The Practice of Destination Management The Craft of Destination Building and Branding
Research and
Planning (information analysis and advice,
policy formulation and
destination/business planning)
Leadership, Partnerships
and Team Development (organization and
business development)
Community Returns (economic, social/cultural and environmental impacts)
Roof
Strategic Issues in Destination Management
Convention & Visitors Bureaus Sometimes called tourist commissions or boards, and act as the community leader in tourism marketing and development, and are typically mandated to bring more meeting, convention, and leisure travelers to their destinations.
Types 1. Not-for-profit association, society or independent
league—501(c)6 and/or 501(c)3
2. Chamber of Commerce, subsidiary or in whole
3. Local government agency, authority or department
4. Special legal authority or statutory body
5. For-profit operation
CVB
DMO
DLO
Strategic Issues in Destination Management
Value of a Destination Marketing Organization
1. A tourism economic and/or community development agent.
2. A place/destination marketer, planner and/or builder.
3. An industry coordinator and partner.
4. A public or quasi-public representative.
5. A custodian of the community brand and related pride.
Source: Anderson (2001/2005)
Strategic Issues in Destination Management
Strategic Issues Defined
Long-Term Implications
Major Impact
Problem and/or
Opportunity
Current or
Future
Strategic Issues in Destination Management
Preliminary Listing of Important Topics to Destination Marketing and DMO Success
Group
Discussion
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