slide nr. 1 destination management andré kretzschmar university of applied sciences stralsund...

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Destination Management

André Kretzschmar

University of Applied Sciences Stralsund

Leisure and Tourism Management

WS 2009/2010

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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 context

by 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


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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

Sector(type of ownership)

Main types of attractions owned

Main motives for ownership an operation

Public:

- government,

- local authorities,

- nationalised

industries.

Museums, galleries

Ancient monuments

Archaeological sites

Historic buildings

Country parks

Forests

Main priorityConservationOther priorities

Education, public access, increased leisure opportunities for the community, catalyst for tourism development, income, visitor management

Private:

- Commercial

organisations.

Theme parks

Zoos

Marinas

Main priorityProfitOther priorities

Entertainment, max. visitor numbers, market share, exploit growth markets

Voluntary:

- Trusts & charities.Historic buildings

Heritage centres

Steam railways

Main priorityConservation via income from visitorsOther prioritiesEducation, visitor management


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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 ?Part One \ defining attractions \ ...

• 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 roads

for easy accessibility to help

maximise 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 ...“

slide nr. 1 destination management andré kretzschmar university of applied sciences stralsund...

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