Maximizing Collective Returns from Tourism web

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Maximizing Collective Returns from Tourism web Powered By Docstoc
					                  Dr. Nicole L. Vaugeois
  BC Regional Innovation Chair in Tourism
       and Sustainable Rural Development

Presentation to the
Qualicum Beach and Parksville
Chambers of Commerce
Meeting, May 16, 2012
My          What is the tourism
             “product”?
messages    What does that mean
             for destination
             development?
            The visitor experience
             unveiled…
            Suggestions along
             route…
            They key ingredient
             moving forward.
What is the tourism “product”
Most destinations spend most of their
 time and money selling destinations.

Most visitors spend most of their time
     and money seeking amazing
               experiences.
Suggestion #1
 Stop thinking about destination development and begin
 thinking about visitor experience development.

 You’ll need to know… how is the experience
 manufactured?
 A bit about the visitor experience



 It is an intangible product
    Can’t see it, touch it, taste it prior to;
    Can’t test it out prior to purchase;
    Have to rely on information from credible sources;
    It is difficult to produce consistently;
    It is produced and consumed at the same time;
    It takes place in more than one destination;
    It starts before the actual experience and continues long after…
Five stages of visitor experience
1.   Anticipation and planning
2.   Travel to the destination(s)
3.   On site experiences
4.   Travel home
5.   Recollection
Most trips are not “single
destination” trips…
 Most destinations spend
  most of their time and money
  promoting what can happen
  AT their destination;
 Most visitors spend most of
  their time and money trying
  to maximize the experience at
  all stages and in all
  destinations.
Five destination patterns…
 Single destination pattern


                               Hotel
            Parksville     Dinner                 Home
                          Rest Stop




                                       Stewart and Vogt, 1996
En route pattern
                      Nanaimo
    • Scenic                     • Beach
      overlook     • Relatives   • Craft shops
                     house
                   • shopping
        Victoria                    Qualicum
Base camp pattern
                 Coombs




        Port
                 Parksville   Nanaimo
       Alberni




                 Qualicum
Regional tour pattern
                           Vancouver




          Gulf
                                             Victoria
        Islands




             Qualicum/
                                       Nanaimo
              Parksville
Trip chaining pattern
Some useful information…
 Origins are linked to        And to time of year…
 travel patterns…                 Regional tour patterns
   Those from further away        are more common in
    tend to do regional or         spring and summer
    trip chaining patterns        Single, base camp and
   Those from closer              chaining patters are
    regions tend to make           more common in the
    single or en route             fall
    patterns                      En route trips equally
                                   likely in summer or fall.
                                      Stewart and Vogt, 1996
 Suggestion #2
 Find out -
    What are the travel patterns of your key
     markets?
    What other destinations are part of the overall
     visitor experience for these markets?
        Are you collaborating with them?
    Why are they choosing your destination – what
    part of their overall experience are you
    responsible for satisfying for them?
                                               Think beyond business
 Five motives of travelers for                and pleasure…
  visiting more than one
  destination…
   To satisfy the heterogeneity
      of preferences;
     To visit family and friends
     To find variety
     To reduce the risk of being
      dissatisfied with the
      vacation; and
     To increase travel efficiency
      by visiting as many
      destinations that interest
      them during one trip.
       (Leu, Crompton and Fessenmaier, 1993)
Suggestion #3
 Find out what motivates your visitors AND then make
 sure that you are holding up your end in the delivery of
 that experience.
We all need more information…
 How do visitors cluster together destinations when
 they are constructing their experience?
   By transportation routes?
   By similar experiences (i.e. golf courses)?
   Or by differences (seeking variety)?
 How do jurisdictional boundaries impact visitor
  experience?
 Do multi destination trips require different planning
  tools? Are we providing enough information to
  support the creation of these experiences?
 In Cluster development
    Business clusters to provide options for visitors, collective capacity, and to
     enhance attractiveness
 In Product development
    Identification of gaps for positive visitor experiences, and collective effort
     to fill those;
 In Messaging
    To communicate the full nature of the experience continuum with other
     destinations;
 In Guiding en route
    To direct visitors en route to ensure they can access the experiences they
     seek;
 And in delivery…
    To produce optimal experiences along each contact point.



 Satisfying visitors
 requires collaboration
                    How can multiple
Big Question is…   destinations begin to
                   collaborate within the
                     system to provide
                      high quality and
                      seamless visitor
                      experiences on a
                     consistent basis?
 Continue the pattern of
 collaboration between
 organizations within the        Suggestion #4
 region…
   Focus on what you share in
    common and enjoy the
    ripple effects
 Regional thinking is what all economists argue for
  but there are few long term working examples –
 You are pioneers and you have few to turn to for
  example
 You will hit fences (politics, divergent thinking,
  challenging relationships, new ideas…)




  The benefits are
  across a few fences…
It’s about the visitor.
Back to the five stages of
visitor experience You can ask…
1.   Anticipation and planning      •Who is involved in
2.   Travel to the destination(s)   satisfying each stage of the
3.   On site experiences            experience continuum?
4.   Travel home                    •Are your visitors being
5.   Recollection                   supported at each stage?

                                    •How can you work with
                                    other destinations to
                                    improve the on site
                                    experience?
Summary of suggestions…
 Stop thinking about           Find out what motivates
  destination development        your visitors AND then
  and begin thinking             make sure that you are
  about visitor                  holding up your end in
  experience.                    the delivery of that
 Find out – about your          experience.
  visitors (travel patterns,    Continue the pattern of
  other destinations, what       collaboration between
  they expect when with          organizations within the
  you)                           region…
                     Nicole L. Vaugeois, PhD
BC Regional Innovation Chair in Tourism and
              Sustainable Rural Development
                  Vancouver Island University
                    250-753-3245 Local 1-2772
                      Nicole.vaugeois@viu.ca
                              Follow my Blog
http://ruraltourismdevelopment.blogspot.ca/
References
 BC – Ministry of Jobs Tourism and Innovation (2011) Gaining the Edge
    Tourism Strategy.
   Canadian Tourism Commission – Traveler Types EQ
   Leu, C., J. L. Crompton and D.R. Fesenmaier (1993) Conceptualization
    of multi destination Pleasure trips. Annals of Tourism Research.
    20:289-301.
   Stewart, S and Vogt, C. (1996). Multi-Destination Trip Patterns.
    Research Notes and Reports. P- 458-460
   Stewart and Vogt (1999). A Case Based Approach to Vacation Planning.
    Leisure Sciences 21:79-95
   Tourism Australia (2010). Experience Development Strategies

				
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