Destination Management - Gunadarma...

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Destination Management

André Kretzschmar

University of Applied Sciences StralsundLeisure and Tourism Management

WS 2006/2007

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Reference

• Swarbrooke, J. (1997) The Development and Management of Visitor Attractions,Butterworth-Heinemann, Melbourne.

• See list of additional references in subject guide.

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Part One => Basics

Part Two => Development

Part Three => Management

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Part One

Sets the contextby defining attractions, looking at their role in tourism,

examining the attraction product and market,and outlining the business environment of attractions

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Attractions

Part One \ defining attractions \ ...

• Play a vital part inencouraging visitors to a region;

• Without attractions there would bea limited need for other tourism services;

• Some argue that tourism would not exist if it were not for attractions.

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Tropical Islands Dome (Cargolifter)

- Almost no tourist activities to be found in the region- Breakdown of Cargolifter-Project- Change of industrial facility into tourist attraction- Tourist services needed: Transportation, accommodation … - Without this attraction almost no tourism would exist there

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Attraction defined

A designated permanent resource which is controlled and managed for the enjoyment, amusement, entertainment, and education of

the visiting public.

(Middleton, 1988)


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What is an attraction?

• Natural Environment;

• Man made attractions

– Tourist,

– Non-tourist purpose;

• Special Events.

Boundaries are not always clear cut ! („Reichstag“ )

Please visit: http://www.northumberland.gov.uk


http://www.northumberland.gov.uk/

http://www.northumberland.gov.uk/

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Terminology and Interrelations

> visitor attractions and tourist attractions

• often called visitor attractions rather than tourist attractions

• usually day visitors rather than staying visitors

• visitors come from same region (surrounding area)

• definition: tourist! Visitor attractions

Tourist attractions


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Terminology and Interrelations cont.

> attractions and destinations

• Destinations are larger areas that include- a number of individual attractions- together with the support services required by tourists.

• The existence of a major attraction tends to stimulate development of a destination


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> attractions, support services and facilities

• Many attractions are increasingly developing services such as catering and accommodation on site to increase their income source.

• Some support services and facilities are attractions in their own right e.g. restaurants.

• Examples:- Orient Express,- Concorde,- Disneyland Resort Paris;


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Resort complexes(such as Disneyland Paris, Center Parks ...)

blurring the distinction between

attractions and destinationsand

attractions and support services

Two theme parks,7 hotels,2 conference centres,61 restaurants,52 shops,> 50 rides and shows...


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> attractions and activities

• As far as activities are concerned,attractions are a resource that providethe raw material on which the activity depends.

• Examples:- Boat cruise on Sydney Harbour,- Scuba Diving on Great Barrier Reef,- Skiing at Falls Creek,- Rock climbing in Grampians National Park.


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Classification of visitor attractions

• Ownership

• Primary and secondary attractions

• Catchment area

• Visitor numbers

• Location

• Size

• Target markets

• Benefits sought


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Ownership of Attractions

Main priorityConservation via income from visitorsOther prioritiesEducation, visitor management

Historic buildingsHeritage centresSteam railways

Voluntary:- Trusts & charities.

Main priorityProfitOther prioritiesEntertainment, max. visitor numbers, market share, exploit growth markets

Theme parksZoosMarinas

Private:- Commercial organisations.

Main priorityConservationOther prioritiesEducation, public access, increased leisure opportunities for the community, catalyst for tourism development, income, visitor management

Museums, galleriesAncient monumentsArchaeological sitesHistoric buildingsCountry parksForests

Public:- government,

- local authorities,

- nationalised industries.

Main motives for ownership an operation

Main types of attractions owned

Sector(type of ownership)


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Primary and Secondary Attractions

• Primary Attractions are those which are the main reason for taking a leisure trip.

• Secondary Attractions are those places visited on the way to and from the primary attractions.


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Catchment Area

• There are enormous varieties in the size of the catchment areas from which attractions draw their visitors.

- Local (e.g. museums, country parks)- Regional (e.g. theme parks, water parks)- National (market leaders)- International (e.g. pyramids, olympic games)

• Many attractions are local with most of their visitors coming from within a few kilometres.


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Location

• Different types of attractions are found in different types of locations, namely Rural, Coastal and Urban.

• Most natural attractions, except beaches, are found in rural areas often in relatively isolated areas, as are many historic houses.

• Theme parks found in both urban & rural areas;

• Often consciously located next to major roads for easy accessibility to help maximise visitor numbers.


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Size

• Attractions can be classified according to the size of their site and capacity.

• Can vary from very large to small e.g.– Disneyland, Dreamworld, Movieworld, Great Barrier

Reef, Grand Canyon.– Casino, Arts Centre, Sydney Opera House.– Observation Deck Rialto Towers, Scienceworks.


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Target Markets

• It is also possible to classify attractions according to their target market or markets - demographics, sociographics:

– Age;– Sex;– Stage in the family life cycle;– Social Class;– Place of residence;


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Benefits sought

• The other customer-oriented way to classify attractions would be to look at them in terms of the benefits visitors expect from visiting them.

– Status;– Learning something new;– Value for money;– Relaxation - exercise, obtaining a sun tan– Excitement

• Clash of expectations !?!


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Case Study „Parc Astérix“

Please read the text, considering the following aspects:

• What type of attraction?

• Attractions vs. destinations

• Classification of attractions- Ownership- Catchment area- Location- Targeted Market


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What type of attraction?


• Natural Environment;

• Man made attractions

– Tourist,

– Non-tourist purpose;

• Special Events.

• Without any doubt, a tourist purpose man made attraction

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Attractions vs. destinations

• An attraction from a visitors point of view• A destination from a scientific point of view ?


• Attraction: A designated permanent resource which is controlled and managed for the enjoyment, amusement, entertainment, and education of the visiting public.

• Destinations are larger areas that include- a number of individual attractions- together with the support services required by tourists.

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Classification of attractions > Ownership


• Owned by a private, i.e. commercial organization

• „Grévin et Compagnie, the former Parc Astérix SA, has developed into an enterprise that now operates 12 facilities troughout Europe.“

• Please remeber the main motives for private ownership!- Main Priority: Profit- Other Priorities: Entertainment, max. visitor numbers,

market share, exploit growth markets

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Classification of attractions > Catchment area


• Certainly not local, and maybe a bit too many visitors a year to call it regional.

• While Disneyland resort Paris is recognized as having an international catchment area, Parc Astérix seems to have a national one.

„Today it‘s the third top park in the France ... , and attracts an average of 1.8 million visitors a year“

• „85% of all visitors are French, 45% ... travel less than one hour ...“

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Classification of attractions > Location

• can be described as beeing located an urban area


• „Parc Astérix is located in Plailly,35 kilometres north of Paris.“

• Theme parks found in both urban & rural areas;

• Often consciously located next to major roadsfor easy accessibility to helpmaximise visitor numbers.

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Classification of attractions > Targeted Market

• French families (oversimplification!)


• „... admission prices are less expensive ...“• „... views itself more as a family park ...“• „Countless attractions are suitable for children, ... families and

teenagers ...“• „... refers to itself as the most ‚French‘ of all theme parks ...“

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