project: analysis of a destination

Understanding Travel and Tourism

Lecture 6

Tourism Attractions

Attractions

Can be iconic symbols that capture the

essence of a destination - recognised

around the world.

They can be:

• Natural areas

• Sites of cultural heritage

• Entertainment venues

Destination Branding

Iconic attractions serve as symbols which express

the ideas and values associated with the place.

They often feature as the key visual representation

of the destination.

They may create a sense of place

Place attachment

Place dependence:

• The event could not have been held at a better

location

• The venue delivered an excellent spectator

experience

Place identity

• I can really be myself at the opera house

• I feel I belong at the opera house

Psychological Continuum Model

1. Awareness Realisation of opportunities

2. Attraction

Affective association, behaviour

3. Attachment

Emotional meaning

4. Allegiance Attitudinal and behavioural loyalty

Attractions

Natural areas often provide the setting for

other forms of attractions.

They support activities that may appeal to

particular market segments.

If managed sustainably, natural resources

can serve as, seemingly, timeless

attractions – of value across generations.

Attractions

Some cultural attractions are considered to be of significance to mankind.

They may attract large numbers of tourists.

Their protection and management is of international concern and subject to the policies of international agencies.

World Heritage Sites

Attractions

Attractions also exist at a smaller scale as

the features that give enjoyment to

tourists.

Attractions

The duration of market interest

• Concert

• Festival/Event

– Media coverage

• Theme Park

Is the attraction consistent with the

destination’s position?

Attractions

Market segments that are attracted

• Children

• Sport tourists

– Participants

– Spectators

Attractions may repel some segments

(displacement).

Attraction elements

Leiper (1995).

• Tourists who engage with the attraction

• Nucleus the feature that captures tourist

attention

– In decision-making

– In situ (during visit)

– In reflection

Attraction elements

Markers give information about the

attraction.

They create expectations and influence

behaviour:

• Advertisements

• Guidebooks

• The internet

• Signage

Markers

Tourist engagement with markers is affected

by:

• Perceptions of risk and reward

• Level of personal interest

• Mindfulness of surroundings

It can be an active process to enhance

experiential outcomes

Attractions hierarchy

The status of attractions in tourist decision-

making.

Primary attractions influence decision to

travel

Secondary attractions are known prior to

travel but not major influence

Tertiary attractions become known when

at the destination

Attractions hierarchy

Adelaide Crows v Port Adelaide

Primary attraction

• Flight from Melbourne to Adelaide

• Go to stadium, watch game

• Night in hotel

• Flight from Adelaide to Melbourne

Attractions hierarchy

Adelaide Crows v Port Adelaide

Secondary attraction

• Flight from Melbourne to Adelaide for

family visit

• Arrange timing to coincide with game

• Attend game after meeting family

commitments

Attractions hierarchy

Adelaide Crows v Port Adelaide

Tertiary attraction

• Visit from Melbourne to South Australia for

walking holiday

• While in Adelaide, wife wants to go shopping

• Learn about game

• Attend game

• Return to Melbourne

Attraction nuclei

Primary attractions serve as pull motivations.

Behaviour at destination is complex:

• Many nuclei may feature in itineraries

• A range of attractions form part of the overall experience

• Recollections may be about a significant nucleus or a mix of nuclei

Attractions Management

Planning and tourist expectations vary at different types of attractions.

• Wilderness area – map

• Outback trails – entry markers

• Suburban trails – detailed signage

• Urban parks – facilities and services

Attractions Management

Implications for services:

• Historic area – authentic interpretation

• Modern precinct – staged entertainment

• Theme Park:

- programme of events – tickets

– extensive services

– merchandising

Servicescapes

Most attractions form part of “Servicescapes”.

Management of the environmental variables that affect tourist experiences.

The physical setting including:

• Smells

• Sounds

• Atmosphere