Waterford Tourism Product Audit

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					   Waterford Tourism Product
             Audit

Preliminary Findings and Trade Consultation

                 Presented by
               Evelyn Quinn
                Jane Stacey

       The Tourism Research Centre,
       Dublin Institute of Technology
                  12th April 2006

            The Tourism Research Centre
      Tourism Research Centre
• Mission Statement: to provide applied research
  and development expertise for the tourism
  industry in Ireland.
• Aim: to assist the tourism industry to develop new
  and improved products and services, to conduct
  objective independent research, to monitor
  developments within the industry and to
  disseminate relevant information.
• Combines experience and innovation, through the
  utilisation of the D.I.T. staff and the international
  network of expertise that has been developed by
  the Centre.

               The Tourism Research Centre
  Tourism Research Centre cont’d
Services Provided & Areas of Expertise:
• Market Research
• Industry Trends & Comparative Research
• Marketing Plans & Strategies
• Audits and Evaluations
• Training
• Regional Development



               The Tourism Research Centre
            Project Objectives
The specific objectives of the research are:
Stage I:
• Comprehensive Product Audit – to identify
  product gaps and opportunities.
• To identify strengths and weaknesses in the
  tourism product offering and identify
  opportunities.
• To review existing structures and assess potential
  need for new structures to aid/support delivery of
  the Waterford brand effectively.

              The Tourism Research Centre
            Project Objectives
The specific objectives of the research are:
Stage II:
• To assess the relevance and awareness of
  Waterford’s current brand, indicating whether the
  brand needs repositioning, revitalising or totally
  rethinking.
• Market Profile Review - to identify ‘best
  prospects’ and direction for brand development.



              The Tourism Research Centre
 Research Approach/Methodology
Stage 1: Product Audit
• Quantitative and Qualitative approach
• Desk Research
   – Websites, Promotional Material, Guide Books,
     Reports etc.
• Site Visits
   – Adopting role of ‘Visitors’
   – Experiential
• Strategic Stakeholder Conversations (ongoing)

              The Tourism Research Centre
Research Approach/Methodology
• Ongoing research Stage I feeding into Stage II
  – Branding
• Trade Forum
  – Trade Update and Consultation
  – Focus Group
• Questionnaires
  – Circulated to Waterford tourism industry 669
  – Awaiting returns for input and analysis
• Competitor Analysis

             The Tourism Research Centre
             Project Outputs
•   Interim Report (completed)
•   Comprehensive Tourism Product Database
•   Development of Brand Concepts
•   Final Report




             The Tourism Research Centre
Waterford Product Audit




Findings . . .

    The Tourism Research Centre
                    Area Groupings
•   Waterford City
•   Waterford Estuary – Cheekpoint, Passage East
•   Dunmore East / Woodstown
•   Tramore – Ballymacaw, Cloghernagh
•   Copper Coast – Fenor to Stradbally, Dunhill, Kill, Lemybrien,
•   Dungarvan – Clonea, Ballinacourty, The Pike
•   Gaeltacht – An Rinn, Loskeran, Reanaclogheen
•   Ardmore – Grange, Clashmore, Villierstown
•   Lismore – Ballyduff, Tallow
•   Cappoquin – Glenshelane, Millstreet, Knockboy, Kilbrien
•   Nire Valley – Ballymacarbry, Clogheen
•   Kilmacthomas – Portlaw, Rathgormack, Kilmeaden




                    The Tourism Research Centre
Natural Resources/Attractions




       The Tourism Research Centre
    Activities




The Tourism Research Centre
Visitor Attractions




 The Tourism Research Centre
      Accommodation
Map




      The Tourism Research Centre
Pubs & Restaurants




  The Tourism Research Centre
 Monuments and Historic Sites

Map




        The Tourism Research Centre
Festivals and Events




  The Tourism Research Centre
Driving and Walking




  The Tourism Research Centre
        Golf




The Tourism Research Centre
Artisan / Local Distinctiveness




       The Tourism Research Centre
Access and Infrastructure




     The Tourism Research Centre
      Waterford Product Strengths
•   Diversity of offering – mountains, city & coast
•   Outdoor activities
•   Coast – 3 Blue Flag beaches
•   Scenery – Nire Valley, Comeragh Mountains,
    Coastline, Woodlands
•   Location and access - road, rail, bus, air, proximity to
    sea ports
•   Waterford Crystal
•   Festivals
•   Quality restaurants
•   Waterford City – oldest city in Ireland
•   Clean townlands/welcoming signs

                  The Tourism Research Centre
      Waterford Product Weaknesses
• Poor profile - Lack of effective promotion of existing
  offering
• Hotel stock - especially West and 3* profile in East
• Walks – lack of information, marked ways, especially for
  leisure walker
• Health and Wellness
• Lack of indoor attractions/evening entertainment
• Waterford City lacks tourism appeal of Kilkenny/Galway
• Lack of variety of eating options in evening/pub grub
• Dedicated conference facilities
• Insufficient TIO/Information Boards require improvement
• Lack of picnic areas and lay-by facilities

                    The Tourism Research Centre
Waterford Product Opportunities
• Historic sites and ruins around County – Heritage
  Trail
• Activities – walking, cycling, health & wellness
• Domestic market weekend breaks – City and
  Rural
• Artisan Trail – crafts, local produce
• Success of Tall Ships and high awareness of
  Waterford
• Keep Waterford Crystal visitors/passing traffic
• Golf product
• Cruise Market/Pleasure sailing
• Gardens
              The Tourism Research Centre
     Waterford Product Threats
• Maturation of Holiday Homes Tax Incentive
  Schemes – loss of self catering properties
• Unregistered accommodation
• South Ireland Super Region – Waterford identity -
  Cork as Regional Airport
• Lack of flights in and out of Waterford Airport
• Lack of information regarding Waterford’s source
  markets
• N25 Cork – Rosslare: corridor

              The Tourism Research Centre
         Waterford’s Unique Selling
                Proposition
•   Location, proximity to Dublin
•   Coastline/sea
•   Scenery – Nire Valley, Comeragh Mountains etc.
•   Tall Ships
•   Waterford City – Ireland’s oldest city
•   Walking/cycling
•   Waterford Crystal
•   Varied product
                The Tourism Research Centre
                                                Open Forum
STRENGTHS                                                             OPPORTUNITIES
•Diversity of offering – mountains, city & coast                      •Historic sites and ruins around County – Heritage Trail
•Outdoor activities                                                   •Activities – walking, cycling, health & wellness
•Coast – 3 Blue Flag beaches                                          •Domestic market weekend breaks – City and Rural
•Scenery – Nire Valley, Comeragh Mountains, Coastline,                •Artisan Trail – crafts, local produce
Woodlands                                                             •Success of Tall Ships and high awareness of Waterford
•Location and access - road, rail, bus, air, proximity to sea ports   •Keep Waterford Crystal visitors/passing traffic
•Waterford Crystal                                                    •Golf product
•Festivals                                                            •Cruise Market/Pleasure sailing
•Quality restaurants                                                  •Gardens
•Waterford City – oldest city in Ireland
•Clean townlands/welcoming signs
WEAKNESSES                                                            THREATS
•Poor profile - Lack of effective promotion of existing offering      •Maturation of Holiday Homes Tax Incentive Schemes – loss of
•Hotel stock - especially West and 3* profile in East                 self catering properties
•Walks – lack of information, marked ways, especially for leisure     •Unregistered accommodation
walker                                                                •South Ireland Super Region – Waterford identity - Cork as
•Health and Wellness                                                  Regional Airport
•Lack of indoor attractions/evening entertainment                     •Lack of flights in and out of Waterford Airport
•Waterford City lacks tourism appeal of Kilkenny/Galway
                                                                      •Lack of information regarding Waterford’s source markets
•Lack of variety of eating options in evening/pub grub
                                                                      •N25 Cork – Rosslare: corridor
•Dedicated conference facilities
•Insufficient TIO/Information Boards require improvement
•Lack of picnic areas and lay-by facilities

                                           The Tourism Research Centre
             Contact Details

Telephone: 01 814 6080

Or

Email:
evelyn.quinn@dit.ie
jane.stacey@dit.ie


             The Tourism Research Centre

				
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