International Tourism Management

Presentation 4:

Assess the strengths, weaknesses, opportunities and threats facing three visitor attractions of your choice and make recommendations

Introduction Objectives Research Methods X-Games Natural Attraction in Dubrovnik Saltaire

Objectives Do a SWOT for three visitor attractions Make recommendations Show the range of visitor attractions and… …their differences and similarities Look at the benefits of visitor attractions

Research Methods The internet Tourist literature Local newspapers Brochures Visits

THE X-GAMESTHE X-GAMES

The Concept International X-treme sports event Summer and Winter events Top athletes compete Attracts state funding and corporate

sponsorship

Summer events Aggressive Inline Skating Moto X Stunt Bikes Skateboarding Speed Climb Wakeboarding

Winter events Skiing Slopestyle Snowboarding (X and Slopestyle) Superpipe Ultracross Hillcross Moto-X Big Air Aggressive Inline Skating Skiing Superpipe

How it Works Free entry to all the events Large cash prize attracts top athletes Corporate sponsorship and state funding First come first served Staffed by volunteers Publicised by ESPN and partners in US Family orientated

Strengths 250.000+ visitors each year Family friendly Environmentally friendlyFree entry to all the events Benefits for the state it is held in Attracts state funding ESPN Network for publicity Very popular among 6-17 year olds Interactive events Professional/ famous competitors

Weaknesses

Attracts criticism from amateur extreme sports enthusiasts

Excess demand Workers are almost all casual Problems with timelines and logistics Possible environmental problems

OpportunitiesGrowing marketWider recognition of sportTV channelsLaunch of global championshipBrand and franchise opportunitiesAmerican Patriotism

ThreatsSuccess of TV coveragePossible fashion cyclesBoycotts by extreme sports groupsStrain between US and EuropeImage problem of the sports

Image developmentNew employeesDevelop ticketing systemKeep searching for new sports

Recommendations

SALTAIRE AND SHIPLEY

GLEN

Saltaire Shipley Glen “Model” Victorian

Village 3 Art Galleries –

featuring David Hockney

Living village rather than museum

Attractive scenery Reached by Great

Britain’s oldest cable tram

Old-fashioned fun-fair

Small museum Nostalgia

Why Consider Both? Linked history Opposite each other Face similar problems and opportunities Marketed together to some extent

Shared Strengths Social history Located in beautiful area Good infrastructure and links Regeneration and sustainable development Websites Pubs, cafes, restaurants Brackenhall Countryside Centre

StrengthsSaltaire: Open every day

except Christmas and Boxing Day

Free Admission 3 Art Galleries David Hockney Shopping The canal and river

Shipley Glen: Small museum Low admission charge Santa specials in

December Children’s funfair Souvenir shop and

Edwardian shop Beautiful area with

rocks and woods

Shared Weaknesses Not in the Golden Triangle Local Attraction Image of Bradford amongst tourists Often promoted together with Bradford

WeaknessesSaltaire: No promotion of

UNESCO world heritage site

Could be unrealistic view of Bradford

Free entry = less attractive Focused on Art galleries

rather than social history Only information is cheap

map

Shipley Glen: Only open Weekend

afternoons in winter Run entirely by volunteers Shares car park with local

Grammar Tourists don’t have to take

the tram Bad promotion amongst

different groups Lack of money for

investment

Shared Opportunities “New industrial age” links Promote together with related tourist sites

in same area Festivals

OpportunitiesSaltaire: Museum / Heritage

Centre UNESCO world heritage

site Untapped potential of site

including tours Interactivity Promote social history in

schools and universities

Shipley Glen: Nostalgia Attract climbers Private parties Increase opening times Souvenir shop Bigger museum Rebuild former

attractions

Shared Threats Increasingly negative image of Bradford Train strikes Competition from Leeds and Yorkshire

Dales Gets boring after some visits

ThreatsSaltaire: businesses in mill

move out no more income

Shipley Glen: Dogs Hard to control

visitor numbers Foot and Mouth Weather

Recommendations Link the 2 sites together like Coal Mining

Museum & Yorkshire Sculpture Park Create Heritage Center like Port Sunlight:

• Displays include photos, models, information,… • Guided tours, self-guided tours, plaques on walls• Opportunity to charge for part of the experience

Create “day in the life of…” experience Literature, signposting and festivals

Other recommendations Hold festivals Actively promote social history Educational activities Create interactive activities in museum /

heritage centre

Conclusions International and local attractions Cultural, sports events and natural

attractions The benefits of tourist attractions to

surrounding area

Croatian Coast Line: Dubrovnik

Croatia

Tourism industry in Yugoslavia before the conflict 5 million visitors a year Tourism represented 14% of GDP TALC: Institutionalisation stage

(Consolidation) Plog´s tourist types: near allocentrics Specialist tour operators & individuals( ?or

Mass tourism?) War began in 1992 until 1995

Some figures 2.6 million arrivals in 1996 4.1 million in 1998 3.2 million in 1999 due to war in Kosovo,

close to Croatia After the ousting of Milosevic, lasting

stability led to rapid return of tourism to the region

Dubrovnik Coastline

Strengths Attractions

Geographical: bays, beaches, steep cliffs and densely wooded islands = natural beauties.

Weather: warm and dry summers, mild winters, sunniest town of southern Europe = equally attractive in all seasons.

Activities: one of the most attractive place to sail and dive, cruise tours, hiking, naturism, aquariums = best place to go for some activities (differentiation).

Cultural: Unesco world heritage site, oldest pharmacy in Europe, monasteries&palaces, political and cultural history (competition with Venice for example) = unique place to see some cultural facts.

Event: St Blaise festivities, Summer Festival, Cultural Festival = differentiation by the identity of the events (associated with Dubrovnik).

Strengths Accommodation and Catering

• Infrastructure: from youth hostel to 5* hotel• Price&Service: good value on price, differentiation

with catering.

Transport• Infrastructure: airport, port, main road, railway • cheap service: cheap airlines and ferries, bus service

from Germany, car rental facilities = non-isolated city.

Strengths Public sector support organisations

• Legal & Health constraints: only ID card needed, no medical constraints = easy to go there

• Services: Tourist centre, Dubrovnik Tourist Board, Dubrovnik Tourist Bulletin = structured tourist organisation.

• Promotion&Communication: Campaign “I love Croatia”, Member of European cities tourism, surveys&statistics, “Guide book for individuals” = involvement and support of the tourism industry

Strengths Private sector support organisations &

economical support• Infrastructure: reconstruction of basic infrastructure• Workforce: high unemployment, low wages = hard-

working and low-paid working force• Financial system: cheap currency (Kuna), credit card

system well developed.• Services: good local partners• Promotion: website, brochures available online =

direct marketing

Weaknesses Promotion

• Travel organisers: not a highlighted destination = lack of awareness

• Public & Private support organisation: low financial disposal = lack of communication

Image of Dubrovnik in western Europe• History: a new state created with a war = lack of safety ness• Political geography: a still instable area = lack of safety ness• Economy: an under developed country = lack of service• Infrastructure: a destroyed area or rebuild area = an ugly

place to stay, nothing to do

Weaknesses Service

• Transport: low air traffic, low train traffic, lack of safety ness on the roads, corruption of border policemen = difficulties for a tourist to come

• Attractions: some of the cultural attractions have been destroyed

• Work force: 50% of turn-over = incompetence Political

• Inside Croatia: ethnical problems not solved• Outside Croatia: instability of the region (Montenegro,

Macedonia, Albania, Bosnia-Herzegovina)

Threats Opportunities Strikes in Croatia Political instability

outside Croatia Maritime borders

dispute Competition with

other southern Europe countries

Strikes in Croatia Increasing prices in

Spain, Turkey, Tunisia, …

Increasing safety ness and stability

Privatisation bringing FDI in tourism sector

Increasing awareness with extension of EU

Recommendation1. Identify the good target for Dubrovnik on

adequation with the strengths and opportunities.

2. Define a clear promotion campaign on this target.

3. Act and re-act depending the success of the action.

Identify the good targetMain opportunities:Increasing transport possibilitiesTo become the best place for sailing, diving and naturism

Main threats:Political instabilityCompetition with other Southern Europe countries

Main strengths:Variety of natural attractionsCheap pricesWeather attraction

Main weaknesses:Lack of awarenessDifficult access

Adults between 30 and 50, income between 10k to 15k pounds, without children,

avoiding mass tourism and looking for sailing, diving and/or naturism in wild

islandsTraveller (Pearce 82)

They are not frightened by the image of Croatia and looking for

new places

Promotion Campaign Specialist tour operator Organise sailing/ diving events Advertisements in magazines Create Tourism Offices around Europe

Tourism nowadays …visitors a year TALC:Local Control Stage (Involvement) Plog´s tourist types: Near Psychocentrics Specialist tour operators & individuals

Summary1. X Games

2. Saltaire / Shipley Glen

3. Croatian coast: Dubrovnik

4. Recommendations