TOURISM

TOURISMPETER ROBINSON MICHAEL LÜCK STEPHEN L. J. SMITH

Destination Management12

Learning Objectives

• To explain destination management within a theoretical and conceptual context

• To understand the structures that exist to facilitate effective destination management

• To evaluate the management of a destination

‘A physical space in which a visitor spends at least one overnight. It includes tourism products such as support services and attractions, and tourism resources within a day’s return travel time. It has physical and administrative boundaries defining its management, and images and perceptions defining its market competitiveness.’

(UNWTO, 2007)

Defining a Destination

• Attractions• Activities• Accessibility• Amenities• Accommodation

Dickman’s (1997) Five A’s of a Destination

Butler’s (1980) Tourist Area Life Cycle

• Destination planning should take place at three distinct levels– National and regional level: involves the co-

ordination and management of large tourist regions or a country as a whole

– Destination level: the organization and development of visitor attractions and services in and around destination communities

– Individual sites and businesses: the planning, design and development of individual tourist attractions, services ad facilities

Levels of Planning

• DMOs are often referred to as DMPs (partnerships), reflecting the partnerships of various stakeholders

• DMO is often referred to as a Destination Marketing Organization

• Functions: external focus, environmental protection, supply management, community welfare

Destination Management Organizations (DMOs)

• Tasks– Marketing, promotion, publicity– Administration of a Destination

Management System– Providing business support and advice– Developing new tourism products and

packages– Fostering a partnership approach to

destination management

Destination Management Organizations (DMOs)

• Tasks (cont.)– Managing stakeholders– Developing revenue income and streams– Managing specific tourism projects– Coordinating and/or managing the Tourist

Information Network– Lobbying on behalf of the tourism industry

Destination Management Organizations (DMOs)

The VICE Model

• Geographical analysis• Visitor satisfaction surveys• Community surveys• Assessment of destination carrying

capacity• Economic impact assessment

Destination Auditing

Stakeholder Responsibilitiesin Destination Planning

DMP role Specific factors Stakeholder responsibility

Capacity management Car parkingToiletsAppropriate parking chargesSignage

Local authoritiesLocal authoritiesLocal authoritiesLocal authorities

Quality management Cleanliness and hygieneHotels and accommodation

Local authoritiesStar ratings and regulators

Visitor/tourist information

Provision of servicesLeaflet distribution

Local authority or DMOPrivate sector organizations

Sustainability Marketing and de-marketingManagement of the countryside

DMOPublic sector and private owners

Development New infrastructure and facilities Private sector and local authority regulations

• Quality management• Destination management systems• Sustainable transport• Tourist taxes and visitor payback• Promoting local distinctiveness• Sustainability schemes• Tourist interpretation and education• The Visitor Information Centre

Destination Development

• Step 1: Market evaluation• Step 2: Market identification• Step 3: Marketing mix

Marketing

• Indicators– Volume and value of tourism– Visitor satisfaction– TIC satisfaction– Industry satisfaction– Marketing performance– Quality performance– Organizational performance– Environmental performance– Comparative performance

Performance Management

• Advertising• European funding• Marketing campaigns• Sponsorship• Tourist Information Centres

Funding and Finance for Destination Marketing

• The ultimate success of a DMO relies upon a range of supporting strategies and plans– On-going research– Visitor management strategies– Marketing plans– Funding strategies

Destination Strategy

References• Butler, R. (1980) The concept of a tourist area cycle of evolution: implications for management of

resources. Canadian Geographer 241, 5–12.• Dickman, S. (1997) Tourism: An Introductory Text. Holder Education, Rydalmere, New South Wales. • UNWTO World Tourism Organisation) definition (2007), • UNWTO (2007) International Recommendations on Tourism Statistics: Provisional Draft, Revision 5.

World Tourism Organization, Madrid, Spain.