"memory tourism", part "the phenomenon visitor attractions"
TRANSCRIPT
2013-07-27 SH - Tourism Studies 1
”Memory Tourism”
Part 1: - Presentation of Södertörn University
- The phenomenon visitor attractions
by
Göran Andersson (Södertörn University, Sweden)
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Presentation
* Göran Andersson
* Head of the tourism studies department
* Contact info: [email protected]
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The history of the tourism academy
* At Södertörn University
- As a program since 1999
- As a discipline since 2004
- Master program since 2008
* International
- Tourism Studies
- England at the 1950s
* In Sweden
- As a program since 1978
- As a discipline since 2003-2004
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The education
* The bachelor´s program
* The master`s program
* Courses on the undergraduate level
* Courses on the advanced level
* 8 international courses
* One semester internship course
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Research at Södertörn university
* Overall theme:
”Big city region”
• Sub themes:
- Hospitality management
- Sustainable destinations
- Experiences and visitor attractions
- Tourism communication
- Meetings industry
- The Sustainability concept
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Community engagement
* Business education
* Cooperation with business and interested parties
* Investigations och applied research
* The industry council
* Trainee semester
* Alumni group
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The phenomena
”Visitor attractions”
- Can we really define visitor attractions?
-A tourism product based on a permanent or temporary
object related to a destination, which the tourism industry or
other interested parties can develop and market, and which
motivate groups of people to travel for different purposes
such as experiences and meetings (Andersson 2009)
Definitions of visitor attractions
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A visitors attraction can be defined as an element in an arena,
which is an area, a meeting place or a focused activity, which give
impact to the following: a place from attracting the visitor, gives a
wonderful experiences, gives satisfaction to its customers, offers
enough in terms of facilities and has a strategy to have either free
entrance or payment (Walsh-Heron & Stevens)
Visitor attractions are at the heart of the tourism industry, they
are motivators that make people want to take a trip in the first
place (Swarbrooke 2000)
The Narva Castle, Estonia)
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Why do people travel? - motivators
(Swarbrooke, 2003)
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What helps people to travel? – influencing factors
(Swarbrooke, 2003)
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Types of attractions
Two dimensions for all attractions:
* a) Cognitive and/or perceptual categories such as
education
* b) Adventure which creates human experiences
(Lew 2000)
Dicothomy:
a) Natural – built b) Private – public ownership
c) Free – paid d) in cluster – isolated
e) On a travel route or situated in a rural/urban environment
(Fyall, Garrod & Leask 2003)
(The ice hotel
at Jukkasjärvi,
Sweden)
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Focused classification criteria
- temporary or permanent
- nature and culture
- build as an attraction / not build as an attraction
Kaali field of meteorite craters,
Saaremaa islands, Estonia
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Graham & Lennon, 2002
– Scottish visitor attractions
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RANKED ATTRACTIONS IN STOCKHOLM
Number of visitors (in thousands 2012)
1 Kulturhuset (incl. Stadsteatern) 2,910
2 Stockholm Globe Arenas (incl. SkyView) 1,662
3 Skansen 1,415
4 Gröna Lund 1,408
5 Archiepelago tours, Strömma Group 1,245
6 Vasamuseét 1,218
7 Eriksdalsbadet swimming center 1,066
8 Stockholmsmässan 976
9 Swedish Museum of Natural History 511
10 Moderna museét 493
11 Casino Cosmopol 457
12 Fotografiska 427
13 Junibacken 392
14 City Hall 365
15 National Museum 352
16 Kungl. Slottet, Visningsvåningarna 328
17 The Kaknäs tower 310
18 Friends Arena 300
19 Museum of Science and technology 276
20 The Stockholm Concert Hall 272
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Attractions -
activities and
revenues
Garrod, Leask
and Fyall,
2007
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Attraction prerequisites -> ”Part Attraction context”
* Direct factors
- e.g. Culture heritage and natural scenery
•Indirect factors
- e.g. strong local demand and good infrastructur
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The visitor
* Market segmentation:
• Geographical: close area, region, nationally och
internationally
• Demographical: income, age och travel partners
• Psykografical: eco tourism och urban turism
• Behavioural: first time visitor and many times visitors
* Understanding the individual customer
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Litvin, 2007
A study of Charleston,
South Caroliona
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Human experiences
• The interaction between human being
and object
• Consumer behaviour and decision
making
• Motivators and restriction factors
Pine & Gilmores model
of the experience delivery´s dimensions
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Expericence landscape experience dimension
- in relation to the life cycle
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Kick Comfort
Contact Competence
Parks And Resorts Scandinavia AB 2011
Escapism
Rest Risk
Conncection
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Tourist service
General travel
”The human visitor experience”
and the tourism product
Core-
attractions
The attraction product
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Product levels:
1) The core product is the imagescape
The attraction itself: consists of an image. The
purpose is to mediate the visitors potential
experience to the market.
2) Commodities and services to add value or
support the imagescape
3) Supporting facilities such as a) general service
and b) augmented imagescape
The product package
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* Define and analyse the core attraction
* e.g. What is the core attraction when going
to the Viking town Birka in Sweden
The core attraction
The Viking town Birka
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The A-criteria experience model (Andersson, 2012)
Attraction object related criteria:
1) Activities – Did you yourself participate when visiting the attraction?
2) Authentic - Did the artefacts and events feel real?
3) Accessible – Is the attraction´s espericence easy to reach from a logistical point of view?
Experience quality related criteria:
4) Affection – Did the attraction move you emotionally?
5) Aha-experience – Did you get a strong experience from the visit?
6) Absorption – Did you escape from your normal life into the experience?
7) Adaption – Is the attraction info/message easy to understand?
Visit purpose related criteria:
8) Adventure – Was the experience exciting?
9) Aestetics – Was the experience pleasing to the senses concerning the nature of beauty, art and taste?
10) Academic – Was the experience related to higher learning?
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General travel experience
Product package gives experiences
- travel to/from the place
- different accommodation
- simple meal/ exclusive meal
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Experiences of tourist services
* Frequent and time coordinated transports
* Displayed and personal information
* Storage space and toilets
Attraction economy
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(Fyall, Garrod & Leask 2003)
Demand analysis and pricing strategy
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* Central Florida theme park pricing behavour (Fyall, Garrod & Leask 2003)
* The elasticity model: an increase/decrease of the price factor (independent
variable) will result in an increase/decrease of the demand (dependant variable),
where 1.0 means to the same level and 0 means no effect at all
* Disney´s own pricing: Disney´s pricing compared with Disney´s attendance had
an elasticity coefficient -0.03. This means that if Disney increase the price with 10
% the attendeance decreased with 0.3 %.
* Competitors pricing: Universal price compared with Disney´s attendance had an
elasticity coefficient -0.68.
* Macro factors: a) Per capita disposable income (elasticity coefficient 1.0)
and b) Population (elasticity coefficient 2.89)
* The tourism industry in general:
a) Unleaded gas price (elasticity coefficient -0.14); b) Air fares (elasticity
coefficient -0.38) and c) Lodging prices (elasticity coefficient 0,42))
Attraction development
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Triangle elements of the development process:
(Fyall, Garrod & Leask 2003)
Imagescape
Localisation Market
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Thank you for your participation
- With a hope of future developed and
marketed destinations and visitor attractions
from a sustainable perspective
The Viking town Birka at Youtube (3
minutes):
http://www.youtube.com/watch?v=E3_Yvl3
3ows&feature=player_detailpage