CDME Strategic Issues in Destination Managementmembercenter.glaciermt.com/wp-content/uploads/2012/06/Session-1... · Strategic Issues in Destination Management . Destination Management

Strategic Issues in Destination Management

Session 1: Course Introduction

© 2001–2012 D. Anderson/DCG


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


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.


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


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.


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


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)


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.


World Tourism Organization Definition of Tourism

Domestic Tourism

Internal tourism

+

Inbound international tourism

National Tourism

Internal tourism

+

Outbound international tourism


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


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



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



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



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


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)


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)


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


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


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


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


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 Defined

Long-Term Implications

Major Impact

Problem and/or

Opportunity

Current or

Future


Preliminary Listing of Important Topics to Destination Marketing and DMO Success

Group

Discussion

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Top 10

CDME Strategic Issues in Destination Managementmembercenter.glaciermt.com/wp-content/uploads/2012/06/Session-1... · Strategic Issues in Destination Management . Destination Management

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