Planning For Tourism Destination 5b6l2a
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Planning of Tourism Destination Lecture Notes by Rebekka Bellmann
Destination Management Define
Destination
Brand Market Promote
Management
Manage Organize
Destination Management Define
Destination
Brand Market Promote
Defining Destination
•
Let us collect interesting destinations on the board.
•
Form groups: one group for each destination.
Basic elements of a destination
•
What are the basic elements of a destination?
Basic elements of a destination
•
What are the basic elements of a destination? • • • • • •
Attractions Amenities Accessibility Image Price Human Resources
Basic elements of a destination Group exercise: Collect the basic elements of your destination with your group. • • • • • •
Attractions Amenities Accessibility Image Price Human Resources
SWOT analysis ◦ structured planning method that evaluates strengths, weaknesses, opportunities and threats of a destination
◦ can be carried out for a company, product, place, industry, or person
SWOT analysis
Internal factors
POSITIVE
NEGATIVE
Strengths
Weaknesses
External Opportunities factors
Threats
SWOT analysis - example POSITIVE Internal factors
External factors
Strengths • nice beach • good weather • hotels • events and festivals • …
Opportunities • attractive locations close by • growing middle PEST analysis class • …
NEGATIVE Weaknesses • hard to reach • expensive • ineffective marketing • … Threats • GDP depends on tourism • unstable political situation • terrorism • …
SWOT analysis – example India
Make sure you understand the difference between internal and external factors.
PEST analysis
Framework to analyze external factors: ◦ ◦ ◦ ◦
Political Economic Sociocultural Technological
Results are used for SWOT analysis: opportunities and threats
PEST analysis – example Dubai
PEST analysis – Political aspects
Political ◦ How do government regulations and legal issues affect a destination's ability to be profitable and successful? ◦ Consider
political stability laws and regulations social and environmental policy local and federal power structure
PEST analysis – Economic aspects
Economic ◦ What outside economic issues can play a role in a destination's success? ◦ Consider
economic growth exchange rates, inflation and interest rates economic stability anticipated shifts in commodity and resource costs unemployment policies credit availability
PEST analysis – Sociocultural aspects
Sociocultural ◦ Demographic and cultural aspects (of the destination and the potential tourists) ◦ Consider
demographics and population growth rates age distribution attitudes towards work tourism trends religious and ethical beliefs lifestyle changes educational and environmental issues health consciousness
PEST analysis – Technological aspects Which technology issues affect how a destination delivers its product or service? Consider
◦ ◦ ◦ ◦
technological advancements role of the Internet role of social media generational shifts
Group exercise: PEST analysis •
Perform a PEST analysis: what are external opportunities and threats of your destination? • • • •
political economical sociocultural technological
Group exercise: SWOT analysis •
Perform a SWOT analysis for your destination. Use your results from the previous PEST analysis for the external factors, i.e. opportunities and threats.
•
Present your SWOT analysis in class.
•
Discuss the SWOT analyses of other groups in class. Give (content, presentation).
What is a tourist? person who makes a tour away from home for more than one day but less than a year purpose: leisure, business, adventure, …
Types of tourists •
Let us collect reasons for travelling / types of tourists: • Who? • Looking for what?
Types of tourists • • • • • • • • • • •
Business tourist Health tourist Education tourist Cultural tourist Leisure tourist Religious tourist Adventure tourist Sport & recreation tourist Backpacking tourist Eco-tourist Special interest tourist
Types of tourists (backup)
Health or medical tourist: Those who seek special medical treatment, which is only possible away from home, make trips to other places and are called Health or medical tourist. Some of these tourists avail medical assistance in other countries, for they may be expensive in their own country. Many health or medical tourists also make trips simply to stay for few days in healthier climate. Hoards of medical tourist fly to South Africa from oversee countries to undergo plastic surgery. Business tourist: Tourist traveling with relation to business is known as business tourist. Business tourism is part of the business world. Most of the cities feature conference centers that cater to the needs of business tourists. A proper example of a business tourist is a salesman, who makes trips to different places to attend trade shows, to display and promote his own products also. Education tourists: Tourists traveling to a particular place in another town, city or country for further study in order to improve his or her educational qualification are termed as education tourist. There are also group of people, who travel to attend workshops to upgrade skills. A clinic nurse, who makes trip to another province to attend a particular workshop, qualifying individual about infectious diseases is an example of an educational tourist. Adventure tourists: Adventure tourists look for some unusual or bizarre experience. They seek adventurous activities that may be dangerous, such as rock climbing, river rafting, skydiving, shark cave diving and bungee jumping. Cultural tourist: These types of tourists travel to experience the essence of assorted cultures, such as San rock art, or cultural festivals such as the National Art Festival in Grahams town, or the International Jazz Festival in Cape Town. Cultural tourists also prefer to witness the World Heritage Sites of the traveled country.
Types of tourists (backup)
Eco-tourists: Nature loving tourists, who love to go green like traveling to Bonita Gardens in Bloemfontein South Africa or similar destinations are called eco-tourists. They travel throughout the world in search of destinations not affected by pollution or much human intervention. Leisure tourist: These tourists want to rejuvenate and revitalize with comfort, while enjoying a break from mundane routine of life. Examples of this type of tourism are cruising while vacationing or simple relaxing on a beach. Religious tourist: Religious tourist travel to sites of religious significance. World is dotted with a number of religious locations like Hajj in Mecca, Jerusalem in Israel, Varanasi in India, and the Vatican in Rome. During Easter, a huge conglomeration of Christian pilgrimage takes place in Zion City. Sport and recreation tourist: These sorts of tourists either take active part in or just watch sports events. Some of such popular sport events are the Soccer World Cup, Wimbledon Tennis Championship, Comrades Marathon, and Fisher River Canoe Marathon. Backpacking or youth tourist: This group of tourist is of young age and they travel with minimum luggage and on a limited budget. But they are very ionate and love excitements and adventures, while traveling. They generally have no specific travel schedules and tend to travel independently. Special Interest Tourist (STI): They nurture particular ion in different things like bird watching, nature, fishing during the Sardine Run, food and wine or attending the Cape Town Book Fair.
Tourists – Market segmentation
•
•
•
Which types of tourists are currently interested in your destination? Which types of tourists do you want to attract in the future? Why? (consider market potential, sustainability aspects, …) How do you want to attract them?
Sustainable Tourism: Three Basic Principles
Don’t damage the natural resources
Involve the local population as beneficiaries of the project
Follow sound and ethical business practices
Triple Bottom Line
Beach tourism?
Examples of Sustainable Tourism Have a look at sustainable tourism projects and get inspired 5 basic principles of sustainable tourism: https:// www.youtube.com/watch?v=rT6P2N_x-Mc Examples in Asia: http://www.sustainabletourism.net/case-studies/ austrailianz/asia/ Examples in Europe: http://www.sustainabletourism.net/case-studies /austrailianz/europe/
Customer Preferences for Sustainable Tourism Most tourists say they want to learn about customs, geography, culture 75% of U.S., 87% of British tourists say their travel should not damage environment 63% of U.S. tourists want to learn about other cultures 38% say they are willing to pay more
Ecotourism in Indonesia
specialized segment of sustainable tourism defined as “activities of responsible travelling in intact areas or in areas which are named according to the role of nature” purpose of such activities: ◦ enjoy natural beauty ◦ involve education, understanding ◦ conservation ◦ increase income of local communities Example: https://www.youtube.com/watch?v=odKKYryIAPs
Importance of ecotourism to generate jobs and revenue, thus providing an incentive for presenting natural areas to raise public awareness of the many products and services provided by natural ecosystems and biological resources and respect for traditional knowledge and practices to reconcile economic and environmental concerns and give a practical meaning to sustainable development
Ecotourism is a segment of sustainable tourism
Ecotourism destinations Indonesia
Let’s look at some examples in Indonesia
CST Certification Criteria for Hotels 1.
2.
Biological & physical sorroundings - Emissions and wastes - Gardens; natural areas (reserve) Hotel facilities - Waste & energy consumption - Staff training
CST Certification Criteria for Hotels 3.
4.
Customer - Management of groups (guides) - Customer Socio-economic context - Direct/indirect economic benefits to community
Homework MKP 3B Prepare a presentation to the local government of your destination: ‘How to develop sustainable tourism in your destination’ Make sure to follow the best practices:
◦ ◦ ◦ ◦
10 minutes Only include relevant information Use pictures, maps etc. where possible Use bullet points (no paragraphs, complicated sentences…) ◦ Practice your presentation and speak freely This is important because you will present your ideas to the local government and have to be professional. It is better to give a short but well prepared presentation than to read copy-pasted phrases.
Destination Management Define
Destination
Brand Market Promote
Management
Manage Organize
Destination Management Define
Destination
Brand Market Promote
Defining Destination
•
Let us collect interesting destinations on the board.
•
Form groups: one group for each destination.
Basic elements of a destination
•
What are the basic elements of a destination?
Basic elements of a destination
•
What are the basic elements of a destination? • • • • • •
Attractions Amenities Accessibility Image Price Human Resources
Basic elements of a destination Group exercise: Collect the basic elements of your destination with your group. • • • • • •
Attractions Amenities Accessibility Image Price Human Resources
SWOT analysis ◦ structured planning method that evaluates strengths, weaknesses, opportunities and threats of a destination
◦ can be carried out for a company, product, place, industry, or person
SWOT analysis
Internal factors
POSITIVE
NEGATIVE
Strengths
Weaknesses
External Opportunities factors
Threats
SWOT analysis - example POSITIVE Internal factors
External factors
Strengths • nice beach • good weather • hotels • events and festivals • …
Opportunities • attractive locations close by • growing middle PEST analysis class • …
NEGATIVE Weaknesses • hard to reach • expensive • ineffective marketing • … Threats • GDP depends on tourism • unstable political situation • terrorism • …
SWOT analysis – example India
Make sure you understand the difference between internal and external factors.
PEST analysis
Framework to analyze external factors: ◦ ◦ ◦ ◦
Political Economic Sociocultural Technological
Results are used for SWOT analysis: opportunities and threats
PEST analysis – example Dubai
PEST analysis – Political aspects
Political ◦ How do government regulations and legal issues affect a destination's ability to be profitable and successful? ◦ Consider
political stability laws and regulations social and environmental policy local and federal power structure
PEST analysis – Economic aspects
Economic ◦ What outside economic issues can play a role in a destination's success? ◦ Consider
economic growth exchange rates, inflation and interest rates economic stability anticipated shifts in commodity and resource costs unemployment policies credit availability
PEST analysis – Sociocultural aspects
Sociocultural ◦ Demographic and cultural aspects (of the destination and the potential tourists) ◦ Consider
demographics and population growth rates age distribution attitudes towards work tourism trends religious and ethical beliefs lifestyle changes educational and environmental issues health consciousness
PEST analysis – Technological aspects Which technology issues affect how a destination delivers its product or service? Consider
◦ ◦ ◦ ◦
technological advancements role of the Internet role of social media generational shifts
Group exercise: PEST analysis •
Perform a PEST analysis: what are external opportunities and threats of your destination? • • • •
political economical sociocultural technological
Group exercise: SWOT analysis •
Perform a SWOT analysis for your destination. Use your results from the previous PEST analysis for the external factors, i.e. opportunities and threats.
•
Present your SWOT analysis in class.
•
Discuss the SWOT analyses of other groups in class. Give (content, presentation).
What is a tourist? person who makes a tour away from home for more than one day but less than a year purpose: leisure, business, adventure, …
Types of tourists •
Let us collect reasons for travelling / types of tourists: • Who? • Looking for what?
Types of tourists • • • • • • • • • • •
Business tourist Health tourist Education tourist Cultural tourist Leisure tourist Religious tourist Adventure tourist Sport & recreation tourist Backpacking tourist Eco-tourist Special interest tourist
Types of tourists (backup)
Health or medical tourist: Those who seek special medical treatment, which is only possible away from home, make trips to other places and are called Health or medical tourist. Some of these tourists avail medical assistance in other countries, for they may be expensive in their own country. Many health or medical tourists also make trips simply to stay for few days in healthier climate. Hoards of medical tourist fly to South Africa from oversee countries to undergo plastic surgery. Business tourist: Tourist traveling with relation to business is known as business tourist. Business tourism is part of the business world. Most of the cities feature conference centers that cater to the needs of business tourists. A proper example of a business tourist is a salesman, who makes trips to different places to attend trade shows, to display and promote his own products also. Education tourists: Tourists traveling to a particular place in another town, city or country for further study in order to improve his or her educational qualification are termed as education tourist. There are also group of people, who travel to attend workshops to upgrade skills. A clinic nurse, who makes trip to another province to attend a particular workshop, qualifying individual about infectious diseases is an example of an educational tourist. Adventure tourists: Adventure tourists look for some unusual or bizarre experience. They seek adventurous activities that may be dangerous, such as rock climbing, river rafting, skydiving, shark cave diving and bungee jumping. Cultural tourist: These types of tourists travel to experience the essence of assorted cultures, such as San rock art, or cultural festivals such as the National Art Festival in Grahams town, or the International Jazz Festival in Cape Town. Cultural tourists also prefer to witness the World Heritage Sites of the traveled country.
Types of tourists (backup)
Eco-tourists: Nature loving tourists, who love to go green like traveling to Bonita Gardens in Bloemfontein South Africa or similar destinations are called eco-tourists. They travel throughout the world in search of destinations not affected by pollution or much human intervention. Leisure tourist: These tourists want to rejuvenate and revitalize with comfort, while enjoying a break from mundane routine of life. Examples of this type of tourism are cruising while vacationing or simple relaxing on a beach. Religious tourist: Religious tourist travel to sites of religious significance. World is dotted with a number of religious locations like Hajj in Mecca, Jerusalem in Israel, Varanasi in India, and the Vatican in Rome. During Easter, a huge conglomeration of Christian pilgrimage takes place in Zion City. Sport and recreation tourist: These sorts of tourists either take active part in or just watch sports events. Some of such popular sport events are the Soccer World Cup, Wimbledon Tennis Championship, Comrades Marathon, and Fisher River Canoe Marathon. Backpacking or youth tourist: This group of tourist is of young age and they travel with minimum luggage and on a limited budget. But they are very ionate and love excitements and adventures, while traveling. They generally have no specific travel schedules and tend to travel independently. Special Interest Tourist (STI): They nurture particular ion in different things like bird watching, nature, fishing during the Sardine Run, food and wine or attending the Cape Town Book Fair.
Tourists – Market segmentation
•
•
•
Which types of tourists are currently interested in your destination? Which types of tourists do you want to attract in the future? Why? (consider market potential, sustainability aspects, …) How do you want to attract them?
Sustainable Tourism: Three Basic Principles
Don’t damage the natural resources
Involve the local population as beneficiaries of the project
Follow sound and ethical business practices
Triple Bottom Line
Beach tourism?
Examples of Sustainable Tourism Have a look at sustainable tourism projects and get inspired 5 basic principles of sustainable tourism: https:// www.youtube.com/watch?v=rT6P2N_x-Mc Examples in Asia: http://www.sustainabletourism.net/case-studies/ austrailianz/asia/ Examples in Europe: http://www.sustainabletourism.net/case-studies /austrailianz/europe/
Customer Preferences for Sustainable Tourism Most tourists say they want to learn about customs, geography, culture 75% of U.S., 87% of British tourists say their travel should not damage environment 63% of U.S. tourists want to learn about other cultures 38% say they are willing to pay more
Ecotourism in Indonesia
specialized segment of sustainable tourism defined as “activities of responsible travelling in intact areas or in areas which are named according to the role of nature” purpose of such activities: ◦ enjoy natural beauty ◦ involve education, understanding ◦ conservation ◦ increase income of local communities Example: https://www.youtube.com/watch?v=odKKYryIAPs
Importance of ecotourism to generate jobs and revenue, thus providing an incentive for presenting natural areas to raise public awareness of the many products and services provided by natural ecosystems and biological resources and respect for traditional knowledge and practices to reconcile economic and environmental concerns and give a practical meaning to sustainable development
Ecotourism is a segment of sustainable tourism
Ecotourism destinations Indonesia
Let’s look at some examples in Indonesia
CST Certification Criteria for Hotels 1.
2.
Biological & physical sorroundings - Emissions and wastes - Gardens; natural areas (reserve) Hotel facilities - Waste & energy consumption - Staff training
CST Certification Criteria for Hotels 3.
4.
Customer - Management of groups (guides) - Customer Socio-economic context - Direct/indirect economic benefits to community
Homework MKP 3B Prepare a presentation to the local government of your destination: ‘How to develop sustainable tourism in your destination’ Make sure to follow the best practices:
◦ ◦ ◦ ◦
10 minutes Only include relevant information Use pictures, maps etc. where possible Use bullet points (no paragraphs, complicated sentences…) ◦ Practice your presentation and speak freely This is important because you will present your ideas to the local government and have to be professional. It is better to give a short but well prepared presentation than to read copy-pasted phrases.
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