project: analysis of a destination

Understanding Travel and Tourism

Lecture 5

Tourism Destinations

Destinations

• Concepts

• Planning

• Management

• Marketing

Concepts

Destination appeal is fundamental to tourism

But, destination management is problematic

and complex:

• Destinations are difficult to define

– Defies political boundaries

– Subject to tourist behaviour

• Varies between tourist segments

Concepts

Destinations exist at a wide range of geographical scales:

– resort (enclave)

– town

– local area

– region = a series of destinations?

– State

– nation

Management responsibilities overlap

Concepts

Elements of a destination:

Attractions – Natural

• Climate

• Beach

• Mountain

– Cultural • Organic

• Planned (authentic?)

• Local residents

Concepts

Elements of a destination:

• Services – Accommodation

– Food and Beverage

– Safety

– Atmosphere/Sense of place/Lifestyle

Concepts

Elements of a destination:

• Information

– Tourist information

– Signage

– Marketing

Concepts

Elements of a destination:

• Access

– Travel from generating region to destination • Distance decay function

– Travel within destination region • Appeal of urban areas

• Critical issues for regions where attractions are dispersed (eg. ski areas)

Concepts

Elements of a destination:

• Infrastructure – Roads, car parks

– Airports

– Parks

– Electricity, water

– Health care

Public sector investment

Used by tourists and host community

Concepts

Elements of a destination:

• Superstructure

– Hotels

– Attractions

– Shops

Private sector investment

Public sector support?

Concepts

Destination “success” is a function of:

• Visitor satisfaction

• Business success

• Community support

• Resource protection

Destination Planning

Clare Gunn.

Zones of activity:

– Urban zone

• Tourist services, historic centre, sport arenas

– Suburban zone

• Cinemas/indoor recreation, industry, VFR

– Rural zone

• Camping, hiking, water-based recreation, farm stays

– Remote zone

• National parks, hiking, hunting

Destination Planning

Implications = zones of competition:

• Resident land uses

• Cultural heritage

• Industrial activities

• Nature preservation

Destination Management

Coordination of tourism supply

• Quantity

• Quality

• Type

• Consistency with image

Destination Management

Influence on demand

• Number

• Type

• Consistent with market position?

Impact of fluctuations in demand

Destination Management

Management of capacity

• Physical

• Psychological

Sustainability

• Ecological

• Social

Destination Management

Destination life cycle

• Exploration

• Involvement

• Development

• Consolidation

• Stagnation

• Rejuvenation or Decline

Destination Marketing

Market knowledge:

• Level of awareness

• Destination image

Market Communication:

• Information

• Persuasive messages

– Image

– Position

Destination Marketing

Destination Marketing Organisations (DMOs)

• Local

• Regional

• State/Province

• National

Sydney 2000 Olympic Games

Survey results

Most enjoyable part of the trip to the Sydney Olympics:

Experience Mention by (%)

Named Olympic event 35

Friendliness of local people 28

Beauty of the city 22

Service by sponsor staff 16

Meeting people 16

Olympic Atmosphere 15

Summary

“Land use issues are critical to this process. Policies are

needed to guide new tourism development where it can be

most successful and yet retain the basic community values

that are important to residents” (Gunn, 1997, p.63).

Hence:

Planning

Management

Marketing:

• Consumer

• Internal

– to inform and to manage behaviour