destination management in europe – early research findings of a survey with practitioners across 6...
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Destination management in Europe – early research findings of a survey with
practitioners across 6 European countries
• S. Brańka• J. Plichta
Foundation of the University of Economics in Krakow
• A. Coca-StefaniakATCM
Dundee, 24 – 27 VI 2014
Brief introduction to the SCOUT project
Partners:– ATCM (UK)– Regional Chamber of Commerce of Central Bohemia (Czech Republic)– Fundacja Uniwersytetu Ekonomicznego w Krakowie (Poland)– OKUL YÖNETİCİLERİ DERNEĞİ (Turkey)– Svenska Stadskärnor (Sweden)– Czech It - Institute for Strategic Studies on Tourism (Czech Republic)– VCT ENDYSI (Greece)
• Goals
• Survey: February – June 2014
The number of replies - overall• Overall: 209 replies
• Replies per country:
29.2%
22.5%20.6%
13.4%
8.1%
6.2%
UK (+ Malta)Sweden Poland Greece Turkey Czech Republic
Average respondent’s age – overall
25 and under
26-35
36-45
46-55
56-65
Over 65
Missing reply
0 5 10 15 20 25 30 35 40
2.4
21
23.9
35.9
13.9
2.4
0.5
Age (%)
Age (%)
Average respondent’s age – the differences between partner countries
Age group % of replies in UK
% of replies in Sweden
% of replies in Poland
% of replies in Greece
% of replies in Turkey
% of replies in Czech Republic
35 and under 9,8 10,6 25,6 32,2 70,5 46,2
Type of employing organisation – overall
48.3
18.2
6.2
4.8
4.3
18.2
% of replies
Local authority Private sector company (other than a BID) BID Ad hoc partnership NGOOther
Type of employing organisation – UK only
68.9
21.3
3.3 3.3 3.2
% of replies
Local authority BID Ad hoc partnership State / government / authority at central level Other
(In Poland 86 %)
Type of employing organisation – Sweden only
25.5
14.9
12.8
12.8
34
% of respondents
Private sector company (other than a BID) Local authority NGOAd hoc partnership Other
Respondents’ job title - overall
19.6
12.4
11
7.76.76.2
4.3
4.3
27.8
% of repliesTown Centre Manager / Coordinator
Tourism officer / manager
Chief Executive
Local Authority Officer
Project / Partnership Manager
Destination marketing officer / manager
BID Manager / BID Director
Destination manager
Other
Formal (written) strategy according to respondents’ job titles – UK only
Job titles TourismManagement of the town
centrePlace
brandingIntegrated destination
managementPlace
marketingCulture
and heritage
Place manageme
nt 41,7% 71,9% 62,5% 44,4% 61,1% 54,5%
Tourism 29,2% 6,3% 6,3% 22,2% 11,1% 9,1%
Others 29,1% 21,8% 31,2% 33,4% 27,8% 36,4%
Formal (written) strategy – all partners
Formal (written) strategy for:
UK SVE PL EL TR CZ
Tourism 39,3 % 25,5 % 34,9 % 71,4 % 76,5 % 69,2 %
Place marketing 29,5 % 21,3 % 14 % 25 % 30,8 %
Culture and heritage
20,9 % 25 % 11,8 % 23,1 %
Management of the town centre
52,5 % 59,6 %
Place branding
Integrated destination managementNone of the above
Other
In your job, how much of your time is actually taken up by the following activities (1/2)
Tourism and Leisure
Evening economy
managementEngaging with
visitorsEngaging with local residents
Czech 23,1% 15,4% 100,0% 84,6%Greece 21,4% 3,6% 71,4% 50,0%UK 41,0% 50,8% 54,1% 65,6%Poland 14,0% 16,3% 76,7% 93,0%Sweden 71,7% 37,0% 80,4% 87,0%Turkey 41,2% 11,8% 64,7% 64,7%
Responses: Most of the Time and Some of the Time
In your job, how much of your time is actually taken up by the following activities (2/2)
Partners
Engaging with local
businesses
Engaging with NGOs and
social enterprises
Events and festivals
Marketing activities
cs-CZ 76,9% 46,2% 100,0% 92,3%el-GR 64,3% 50,0% 82,1% 85,7%en-GB 98,4% 57,4% 86,9% 86,9%pl-PL 72,1% 65,1% 81,4% 79,1%sv-SE 87,2% 47,8% 82,6% 95,7%tr-TR 70,6% 50,0% 75,0% 64,7%
Responses: Most of the Time and Some of the Time
Top 10 success factors in respondents’ job - overallRank Area No of replies %
1 Events & festivals 112 53,6
2 Tourism & Leisure 109 52,2
3 Marketing activities 101 48,3
4 Engaging with local businesses 88 42,1
5 Engaging with visitors 82 39,2
6 Engaging with local residents 76 36,4
7 Strategic Planning 74 35,4
8 Partnership management 70 33,5
9 Retail Development 45 21,5
10 Engaging with NGO’s & social enterprises
38 18,2
Top 12 success factors in respondents’ job – UK onlyRank Area %
1 Engaging with local businesses 80,3
2 Events & festivals 60,7
3 Marketing activities 55,7
4 Partnership management 55,7
5 Tourism & Leisure 41
6 Strategic Planning 37,7
7 Economic Development 29,5
8 Evening economy management 23
9 Engaging with visitors 21,3
10 Finance & Funding 21,3
11 Retail Development 21,3
12 Physical Environment Improvements
21,3
Top 10 success factors in respondents’ job – Sweden only
Rank Area %
1 Retail Development 57,4 %
2 Events & festivals 55,3 %
3 Marketing activities 55,3 %
4 Engaging with visitors 53,2 %
5 Strategic Planning 51,1 %
6 Urban planning 42,6 %
7 Engaging with local residents 31,9 %
8 Partnership management 31,9 %
9 Engaging with local businesses 29,8 %
10 Tourism & Leisure 21,3 %
Top 10 success factors in respondents’ job – Poland only
Rank Area %
1 Engaging with local residents 67,4
2 Tourism & Leisure 62,8
3 Events & Festivals 53,5
4 Engaging with NGO’s and social enterprises
48,8
5 Engaging with visitors 41,9
6 Marketing activities 37,2
7 Administration 20,9
8 Finance & Funding 18,6
9 Education & Training 18,6
10 Strategic Planning 18,6
Top 10 success factors in respondents’ job – Greece only
Rank Area %
1 Tourism & Leisure 82,1
2 Marketing activities 42,9
3 Strategic Planning 42,9
4 Partnership management 39,3 %
5 Administration 39,3
6 Engaging with local businesses 35,7 %
7 Engaging with visitors 35,7 %
8 Engaging with local residents 32,1
9 Events & Festivals 32,1
10 Economic Development 25
11 Education & Training 25
Top 5 success factors in respondents’ job – Turkey only
Rank Area %
1 Tourism & Leisure 82,4
2 Events & Festivals 58,8
3 Engaging with visitors 47,1
4 Education & Training 47,1
5 Marketing activities 35,3
Top 5 success factors in respondents’ job – Czech Republic only
Rank Area %
1 Tourism & Leisure 76,9
2 Engaging with visitors 61,5
3 Events & Festivals 53,8
4 Marketing activities 53,8
5 Engaging with local residents 46,2
What proportion of your area’s planned cultural activities target each of the key stakeholder groups (1/2)
Local residents Investors Local
businesses Students
cs-CZ 100,0% 15,4% 38,5% 76,9%
el-GR 100,0% 57,1% 85,7% 57,1%en-GB 98,3% 46,7% 86,7% 55,0%
pl-PL 93,0% 46,5% 55,8% 46,5%
sv-SE 56,5% 10,9% 45,7% 15,2%tr-TR 76,5% 70,6% 68,8% 64,7%
Responses: „Quite a lot” and „All of them”
What proportion of your area’s planned cultural activities target each of the key stakeholder groups (2/2)
Tourists (foreign)
Tourists (national)
Business tourism
organisations
Religious tourism
organisationsOther
cs-CZ 53,8% 84,6% 30,8% 15,4% 23,1%
el-GR 78,6% 89,3% 71,4% 57,1% 28,6%
en-GB 48,3% 71,7% 48,3% 25,0% 11,7%
pl-PL 53,5% 76,7% 32,6% 30,2% 25,6%
sv-SE 42,6% 41,3% 23,9% 6,5% 17,4%
tr-TR 76,5% 76,5% 88,2% 52,9% 47,1%
Responses: „Quite a lot” and „All of them”
Managing a destination vs. Marketing a destination
% of replies: Strongly agree + agree
Managing a destination well is just as important as marketing it successfully
86,6
Respondent’s highest level of education attainment - overall and all countries
Level Overall %
% in UK
% in Sweden
% in Poland
% in Greece
% in Turkey
% in Czech R.
Masters degree or higher
40,2 % 23 21,3 88,4 25 47,1 53,8
Post-graduate diploma
17,2 % 16,4 42,6 4,7 10,7 5,8 0
University graduate
30,1 % 36,1 25,5 4,7 57,1 47,1 23,1
Vocational qualification or completed secondary school
10 % 19,7 6,4 2,3 7,1 0 23,1
None of the above
1,9 % 3,3 4,3 0 0 0 0
Lack of reply 0,5 % 1,6 0 0 0 0 0
Further considerations
• Is town centre management in the UK is reaching maturity in terms of age?
• Why are place branding and place marketing strategies used more often by place managers than by tourism managers?
• Urban planning and retail development are far more important in Sweden than anywhere else – why?