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
messages What does that mean
The visitor experience
They key ingredient
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
Stop thinking about destination development and begin
thinking about visitor experience development.
You’ll need to know… how is the experience
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
Most trips are not “single
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
Five destination patterns…
Single destination pattern
Parksville Dinner Home
Stewart and Vogt, 1996
En route pattern
• Scenic • Beach
overlook • Relatives • Craft shops
Base camp pattern
Regional tour pattern
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
Find out -
What are the travel patterns of your key
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
To satisfy the heterogeneity
To visit family and friends
To find variety
To reduce the risk of being
dissatisfied with the
To increase travel efficiency
by visiting as many
destinations that interest
them during one trip.
(Leu, Crompton and Fessenmaier, 1993)
Find out what motivates your visitors AND then make
sure that you are holding up your end in the delivery of
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
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
In Product development
Identification of gaps for positive visitor experiences, and collective effort
to fill those;
To communicate the full nature of the experience continuum with other
In Guiding en route
To direct visitors en route to ensure they can access the experiences they
And in delivery…
To produce optimal experiences along each contact point.
How can multiple
Big Question is… destinations begin to
collaborate within the
system to provide
high quality and
experiences on a
Continue the pattern of
organizations within the Suggestion #4
Focus on what you share in
common and enjoy the
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
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
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
Nicole L. Vaugeois, PhD
BC Regional Innovation Chair in Tourism and
Sustainable Rural Development
Vancouver Island University
250-753-3245 Local 1-2772
Follow my Blog
BC – Ministry of Jobs Tourism and Innovation (2011) Gaining the Edge
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.
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