marketing heritage tourism - understanding best...
TRANSCRIPT
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Marketing Heritage Tourism -
understanding best practice
Professor J John Lennon
Moffat Centre for Travel and Tourism
Glasgow Caledonian University, UK
www.moffatcentre.com
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• When I began…
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Tourism Development
• Access
• Attractions
• Accommodation
• Activities
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Visitor Attractions
• 1999 Attractions at the Heart of Tourism
• 2012 Attractions a Part of Tourism
• Low Cost Carriers
• Rise of Retail as alternative attraction
• Centrality of Web based Marketing
• Growth of Cities
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Marketing – understanding the
Consumer
• What do you want to achieve ?
• Visitor Numbers always a good starting
point to understand business
• Something of a struggle...
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Consumer Research
• Retailers spend 120 x more than tourism
companies on understanding consumer
• Pet Foods know more about consumer
purchases of novelty items for pets than
we know about tourism behaviour
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Understanding the Customer
Experience
• Products, prices, people and technology
are all so similar.
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Understanding the Customer
Experience
• Products, prices, people and technology
are all so similar.
• The meaningful things that customers
remember …such as the feel and
perception of your product are delivered
through the customer experience.
• Intangibles: friendliness, service, good
feel, memorable.
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Product and Experience
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Visitor Attraction Experience
• The experience economy is all about:
– Quality
– Service
– People
• It’s about offering value for time as well
as value for money
• It is about creating a memory
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Visitor Experience
• Now electronic
• Trailed and Photographed
• Displayed and exchanged
• Consolidated and detailed
• Twitter, Flickr, Facebook
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Experience in an uncertain
operating environment
• Economic and Financial Problems facing
customers
• EU: Greece, Portugal, Spain, Ireland and
UK
• War and Terrorism
• Other unanticipated ‘shocks’...
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Eyjafjallajokull Volcano
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People will continue to travel but at
different times and in different ways
• Hot Deals ; Low Season ; Last Minute ;
Spend Less Overall ; Purchase Package ;
wish fulfilment; the unusual…
• But do not forget the drivers…
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Deal and Yields
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Europe’s Low Cost Carrier market
Low Cost Routes 2000
Source: CAA
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Europe’s Low Cost Carrier market
Low Cost Routes 2000
Source: CAA
Low Cost Routes 2011
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People will continue to travel but at
different times and in different ways
• Tourism behaviour (particularly in leisure
time) will continue to define people
perceptions
• What do you do ? Where do you live ?
• What car / What holiday destination ?
• Significance of Facebook content
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People will continue to travel but at
different times and in different ways
• Question ; Why are Cruise Sales up in a
recession ?
• Some of the highest per capita
expenditure in travel
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Cruise Sector
• An industry that has shown real product /
service innovation
• Investment and creativity in Cruise offer
not seen in majority of Attractions industry
• Attractions have seen process innovation
but limited product innovation
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Cruise Sector
• Cruise :range of products, services and
options as part of core package
• Attractions slow to embrace contribution
pricing
• Inclusive pricing attractive in recession
• Bundling of services in an effort to
contribute to operating costs and stimulate
traffic
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We have to get better at
Innovation
• Year Visitors to Scottish Attractions
• 1999 30.1m
• 2011 38.7m
• Rise + 20.6% in 12 years
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Telephones 1999-2011
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Telephone 2012
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Understanding Innovation
• Mobile Tel Ownership 1999 5.5 million
• Mobile Tel Ownership 2011 2.6 Billion
• 1+ Mobile for every 3 individuals in the
world
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Understanding Attractions
• My experience and benchmarks
• UK data analysis
• England
• Scotland
• Wales
• Northern Ireland
• Western European
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Tourism, Attraction Visits, Shocks
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The Triumph of Cities
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The importance of Real v Virtual
• Authenticity, Primacy of the Object, the
genuine will become more visible positive
features
• The massive volume of virtual experiences
and data on line will catalyse demand for
authentic alternatives
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Real v Virtual
• Pastiche and simulation endure because
they operate in a much more commercial
reference frame
• They utilise Return on Investment and
Shareholder return criteria
• Their marketing will continue to outclass
the real unless significant changes to
approaches occur
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Role of the Influencer
• Older, main stream consumer will be
increasingly important
• Redefining targeting when looking for
people to talk about your products and
services
• The young who are most active on social
media sites are probably not key targets
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Role of the Influencer
• How do you build the relationship with the
Key Influencer / Viewer
• Think - You get 100 web views and 2%
purchase tickets – how do maintain
contact with all viewers – the other 98%
have a significant propensity to consume
• How do you provide the experience
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Understanding the Total
Experience • The retail sector has embraced the
concept of ‘total shopping’ whereby a
consumer is held in a megastore or mall
for an elongated experience and will part
with significantly higher levels of
discretionary expenditure than anticipated
• Think Ikea, Walmart Megastores, (Retail
Leisure combination)
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Total Attractions Experience
• Have any operators taken this
development on board to date ?
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Heritage that works
• Who is out performing the sector ?
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Merlin Entertainment
• Heritage as Destination
• Heritage is a revenue
and profit centre linked to
entertainment, evolving
product mix, deals and
fun
• Dwell Time Target is 1
day plus
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Merlin Entertainment
• Key Brands: Legoland, London Eye, Sea
Life, Dungeons, Alton Towers, Tussauds
(60+ attractions in total)
• Iconic operator in 3 continents
• No 2 global attraction operator
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Merlin Entertainment
• Double digit sales growth in each of last 9
years
• 2011 Sales £769m +16% pa
• Total Group Visitors 38.5m +9.7% pa
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Understand Heritage that works
• Understanding the experience through the
customer journey
• Marketing, anticipation, arrival, signage,
interpretation, retail, hospitality,
exhibitions, additional facilities, extending
dwell time and building loyalty
• UK Best Practice : Chatsworth House and
Garden
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Chatsworth House and Gardens, UK • 800,000 people paid to visit the house, garden, farmyard and playground,
between March & December 2011
• 280,000 attended large scale outdoor events
• Up to 600,000 used the park and woods free throughout the year
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Don’t touch, don’t run, don’t eat,
don’t shout, don’t walk, don’t come
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3 or 4 generations of local visitors have
memories of paddling in the Cascade
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FARMYARD & ADVENTURE PLAYGROUND
Attracts a third of paying visitors and
becoming the centre of the estate’s education service
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Interpretation, Entertainment, Communication and
Education
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Behind the scenes tours in the house and garden, led
by members of staff who are explaining their own work
‘I’ll never complain about paying to look round a house again’
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RETAIL AND CATERING
• £12.5 million per annum
• Gift Shops, Catering, Farm Shops, Licensing
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Context
• People Service and Welcome
• Memory and Loyalty
• Entertainment and Fun
• If there are shops they must be great
shops
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Best Practice:
Metropolitan
Museum of
Art
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Metropolitan Museum of Art,
New York, USA
• A world class collection that defies one
visit to appreciate or comprehend
• A management that takes the commercial
and non-curatorial operation as seriously
as the ambition to become one of the
World’s finest collections
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Building Commitment
• In order to build visitation and ownership
an extensive programme of evening,
weekend and functions operate throughout
the year
• Jazz at the Met
• Roof Garden Bar
• Red wine and Rodin
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The Metropolitan
Museum of
Art
New York
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Attracting Children
• Child Focus Marketing - to ensure all local
children utilise museum - important repeat
client with ‘parent’ minders
• Arts for the under 10s
• Make Art a Game – make it fun and they
might come back
• Children are the patrons and benefactors
of the future
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Heritage and Museum Stretch
• Museums and Heritage as venues, stages,
back drops
• Different purposes
• New reasons to visit
• Look again and think again
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Museum
as a
Wedding
Venue
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Commercial Imperatives
• Thus without authenticity and state funding
sites become must see and must visit
locations
• They offer lessons to the real and the
authentic places like your heritage sites
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Visitors will come ?
• Heritage sites will attract
• Heritage sites and Natural Wonder
(Spectacular Scenery, Northern Lights) will
attract more
• However...
• To grow, maintain awareness and grow
we have to think more radically
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Experience and Authenticity
• Developing memories
• Building the experience
• Differentiating from the competition
• Without the aid of authentic documents,
original records, heritage buildings and
sites – history will be nothing more than
conjecture and fable.
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The past...
...is not separate from the present – it is
constantly being broken down and
reintegrated into the present, reinterpreted
by historians, curators, anthropologists,
popular novelists and film makers.
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The past...
• These sites are vital to our understanding
of our shared past – to market and
increase their appeal is as critical as
conservation, maintenance and record
keeping.
• To ignore this is to threaten their
significance and importance.
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Moving Forward
• Planning realistically
• Clustering products – growing experiences
• Realism about appeal and extent of
challenge
• A ship is safe in the harbour…but
• That is not what the ship was designed for
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Thank you
• For inviting me and listening
• Your questions are welcome