Measuring Destination Measuring Destination PerformancePerformance

Peter Lane DP:UKPeter Lane DP:UKEUTO 2008EUTO 20082525THTH Sept Sept

Topics To Be CoveredTopics To Be Covered

An overview of measurement and the tools An overview of measurement and the tools usedused

What prompted greater activity in the UKWhat prompted greater activity in the UK The response – DP:UKThe response – DP:UK Other initiativesOther initiatives

The Guiding PrincipleThe Guiding Principle

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

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

Tourist NEEDS and WANTSTourist NEEDS and WANTS

QUALITYQUALITYReality = ExpectationsReality = Expectations

Services & Activities

The experienceThe experience

The Reality

Expected Benefits

Expectations before travelExpectations before travel

Expectations

Quality LoopQuality Loop

users satisfaction measurement Output measurement

Expected quality Targeted quality

Perceived quality Delivered quality

QSP SystemQSP SystemLodging

Tourist Attraction

Entertainment

Shopping

Beaches

Services

Tourist Satisfaction

Probability of Return

Frequency of Return

Un Cliente Satisfecho Es Un Cliente LealUn Cliente Satisfecho Es Un Cliente Leal

%RETENCION

100%

80%

60%

40%

20%

Muy insatisfecho Muy satisfecho

GRADO SATISFACCIONGRADO SATISFACCION

1 2 3 4 5

Zona de defeccion

“Terrorista”

Z. de aprecio

Zona de indiferencia

“Apostol”

Filling the GapsFilling the Gaps

Visitors’ perception of what they receive

More effective More effective communication of communication of accurate images accurate images and messagesand messages

Better market research and customer feedbackBetter market research and customer feedback

Closer working between all players with a strategy forCloser working between all players with a strategy for

Regular inspections, quality control, improvementRegular inspections, quality control, improvement

Better communication, labelling and informationBetter communication, labelling and information

Visitors’ expectations

Managers’ perception of visitors’ needs

Setting quality standards for services and facilities

Actual quality provided

product development and product development and agreement on targets and agreement on targets and standardsstandards

schemes and trainingschemes and training

services for services for visitorsvisitors

Community benefits without conflict

Improved enterprise performance

Increased income/employment

COMMUNITYCOMMUNITY

VISITORSVISITORS

TOURISM TOURISM ENTERPRISESENTERPRISES

Intact or improved environment

DESTINATION

Satisfied customers

Tourism Value ChainTourism Value Chain

Pre visit image/ messages

Pre visit information

Making Bookings

Initial welcome

Information in

destination

Places to stay

Places to eat

Journey to destination

Attractions and amenities

Infrastructure and environment

Farewell and return journey

After visit contact and memories

Leadership ModelLeadership Model

Leadership

10%

People Managemen

t9%

Policy and Strategy

8%

Resources9%

Enablers

Processes14%

People Satisfaction

9%

Customer Satisfaction

20%

Impact on Society 6%

Results

Business Results

15%

Specific ActivitiesSpecific Activities• Volume and Value measurement• Visitor surveys• Tourist Information Centre Data• Destination Benchmarking• Data sharing eg European Cities

Marketing

Catalyst for Action in EnglandCatalyst for Action in England

The Best Value ProcessThe Best Value Process

“The continuous search by a council to improve the quality,

efficiency and effectiveness of all its activities for the public”

What is/was Best Value ?

THE MANTRATHE MANTRA

4 C’s4 C’s

CC

CC

EEE

3 E’sNot forgetting the

FF

2 F’s

PRINCIPLES OF BEST VALUEPRINCIPLES OF BEST VALUE Radical reappraisal of all services by Radical reappraisal of all services by

reference to a common framework known reference to a common framework known as the four Cs.as the four Cs.

ChallengeChallengeCompareCompareConsultConsultCompeteCompete

Supported by:Supported by:

The three EsThe three Es EconomyEconomy EfficiencyEfficiency

EffectivenessEffectiveness What matters is what works.What matters is what works.

•There was no hiding There was no hiding placeplace

What did it mean for Local What did it mean for Local Authority services ?Authority services ?

•There was no hiding placeThere was no hiding place

Hence the two F’sHence the two F’s

The Local Authority ResponseThe Local Authority Response

Destination Performance - UKDestination Performance - UK

VISIONVISION

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

MissionMissionTo improve the quality of tourism provision To improve the quality of tourism provision

amongst local authority tourism amongst local authority tourism departments and destination management departments and destination management

organisations by offering advice on the organisations by offering advice on the components of best practice and components of best practice and

encouraging the sharing of comparative encouraging the sharing of comparative information.information.

ObjectivesObjectives > To work at a national level with the Audit Commission > To work at a national level with the Audit Commission 

    and DCMS to draw up performance indicators and measures     and DCMS to draw up performance indicators and measures > To work with other like-minded national and regional > To work with other like-minded national and regional 

    organisations to assist destination development by providing     organisations to assist destination development by providing     support, comparative data, advisory publications and case studies     support, comparative data, advisory publications and case studies

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

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

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

MEMBERSHIPMEMBERSHIP

Specific ActivitiesSpecific Activities

Performance Management / Baseline Performance Management / Baseline ResearchResearch Group MeetingsGroup Meetings Advisory PublicationsAdvisory Publications Web site (www.dpuk.org.uk)Web site (www.dpuk.org.uk)

The FutureThe Future

Partners for EnglandPartners for England English Tourism Intelligence PartnershipEnglish Tourism Intelligence Partnership The importance of place makingThe importance of place making Delivery of tourism servicesDelivery of tourism services Performance management Performance management

European DimensionEuropean Dimension

Tourism Sustainability Group and Report Tourism Sustainability Group and Report QualityQuality CompetitivenessCompetitiveness SustainabilitySustainability EmploymentEmployment Data Data Knowledge sharingKnowledge sharing

What Next?What Next?