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					BARRIERS &
SOLUTIONS
                                                     Agenda

Introduction
Feedback on Survey                                                        TOV & SPK
           General Feedback
           Interesting facts
           Questions to the audience

Review of Diagnostic Review                                               MTCBC
          General Feedback
          Interesting facts
          Questions to the audience

Introduction to Destination Management (using ABRON as an example)
                      Regional Assets
                      Terms used
                      Added Value
                      Exercise
                      Feedback
BREAK

Destination Management in Partner Areas
Exercise           Determine Strengths & Opportunities (Partners work in own groups)
Feedback           Each partner highlights their Strengths & Opportunities for development
Exercise           Partners form groups and devise action plan for working with each other
Feedback           Partner Guru feedback their action plan

Summary

The Next 6 Months
Introduction to
  Destination
 Management
                    TOURISM DESTINATION

•   The fundamental unit, on which all the many complex dimensions of tourism
    are based,
•   The focal point in the development and delivery of tourism products and the
    implementation of tourism policy,
•   The basic unit of analysis in tourism,
•   Cluster: co-location of activities (products and services) that are linked
    horizontally, vertically or diagonally along the value-chain and served by
    public and private sector,
•   Offers a broad range of products, experiences and services under the
    destination brand,
•   Physical, but also intangible (image, identity, personality).
Destinations must understand that they don’t
 just provide tourism products or services…
       “They provide tourism/visitor experiences”


                                                                 Taxi back      Air              Taxi to
                                                                  Home         Travel            Airport

Residence                                                                                              Restaurant
                                                                                                         Meal
                                                                                           Trip to
                                                                                          Waterfalls
                                                                             Visit with
      Taxi to                                                     Roads      Relatives
      Airport    Airport                 Car             Hotel
                Services   Air Travel   Rental   Meals




                      “the total travel experience”
                                  SUSTAINABLE DESTINATION MANAGEMENT - CONCEPT DIAGRAM
                                                                                                         hy                       and
                                                                                                      sop
                                                                                                 Philo    ent
                                                                                                                                                   Valu
                                                                                                                                                       es
                                                                                                             em
                                                                                                         n ag
                                                                                                   p   Ma                         Ma    Su
                                                                                                                                          st
                                                                                             shi
                                                                                      tion         tion                              nag ainabili
                                                                        rR
                                                                          e la              Destina                                     ement ty
                                                                     me
                                                                  sto




                                                                                                                                                                           - O
                                                                Cu                          Ambassador schemes                    Audit and Inventory
                                                                                                                           Ma




                                                                                                                                                                               p
                                                                                                         io n




                                                                                                                                                                                er
                                                                                                                              nag
                                                                                                 Destinat                        ement                                              io




                                                                                                                                                                                  at
                                                                                                                                                                                      nal




                                                                                                                                                              -S
                                                                      Information                                                                                          Resource
                                                    ge                Technology                                                                                           stewardship
                                                                                                        Competitive




                                                                                                                                                                tra
                                                                      (ICT)                                                     Vision                                     and maintenance
                                                                                                        analysis          At
                                                Im a
COMPETITIVE (MICRO) ENVIRONMENT




                                                                                                                                                                          gi




                                                                                                                                                                   te
                                                                                                                 r           tr                                             c
                                                                                                           Visito                 actors




                                                                                                                                                                                                      Qu




                                                                                                                                                                                                                         GLOBAL (MACRO) ENVIRONMENT
                                                                                                                                                                                                      alit
                                                                                    Carrying                                                             Political will
                                                                                    capacity                  Cost and




                                                                                                                                                                                                        y
                                                                                                              Value        Hospitality
                                                         Collaborative
                                                         working,                      Safety for money
                                                                                                        n
                                                                                                   gio al
                                                                                                                                            Local                               Training
                                                                                      and                                          A
                                                                                      Security e
                                                         Partnership
                                                                                                                                            produce                             and Skills
                                                         and           Destination




                                                                                                              R
                                                                                                                                                                    Public




                                                                                                                                    ss
                                                                                                                                                                                development
                                                         Integration   Management                Location,                                et                        Sector
                                                                       Structures  Warm          Physiography                                       Activity




                                                                                                                                            s
                                                                                                                                                                    involvement
                                                                                            welcome               and Climate
                                                                                                                                Cultural            tourism
                                                                                                                                heritage
                                                                                                           Human and




                                                                                                                                                                                                                  Sen
                                                                                                 Economic                      Informal
                                                                        Research, Accessibility resources
                                  s




                                                                                                                               recreation Private
                                  vel




                                                                        Monitoring                         Infrastructure




                                                                                                                                                                                                                     s
                                                                                                                                           Sector




                                                                                                                                                                                                             eo
                                                         Promotion,     and
                                   l le




                                                                                                                                           involvement                               Visitor
                                                                        Evaluation




                                                                                                                                                                                                               fP
                                                         including                         Festivals                      Visitor                                                    information
                                      t al




                                                         branding                                                         attractions




                                                                                                                                                                                                                 la c
                                                                                           and                                                                                       and
                                                    a




                                                                                           Events                                                                                    Signposting




                                                                                                                                                                                                             e/
                                                                                                    Heritage Arts and
                                                hip




                                                                            Destination
                                                                                                    sites       Crafts




                                                                                                                                                                                                       Loc
                                            ers




                                                                            information and
                                                                            Statistics                                              Planning
                                        ea d




                                                                                                                                                                                                 l di      a
                                                         el




                                                                                                                                                                                                     stin
                                                                                                         Revenue                Access to
                                                      rag




                                                                      Marketing                          generation             finance                            Visitor management




                                                                                                                                                                                               tive      c
                                                   cou




                                                                                                                                                                                             nes
                                                 En




                                                                                                                                                                                                 s
                                                                                            Market segmentation                  Visitor satisfaction                              Op
                                                                                                                                                                                     e n,
                                                                     s
                                                                 nce            r ie
                                                                                                                                                         tra
                                                                                                                                                             nsp
                                                                            xpe                                                                                  are
                                                                         de            an
                                                                                                                                                                     nt c
                                                                                            ge                                                                            olla
                                                                                                          d                                                                    b
                                                                                                      wle                                 ti v e
                                                                                                                                                   ora
                                                                                                 k no                              c ul
                                                                                                                 are       tu r
                                                                                                              Sh               e
COMPARATIVE                             COMPETITIVE ADVANTAGES
  ADVANTAGES –                            – THE REST OF THE WEB
  REGIONAL ASSETS
                                        Ability of the destination to use
•   Natural and/or man made                or mobilize these resources
    resources available in the             over the long term.
    destination:
•   Physical resources
•   Historical and cultural resources
•   Capital resources
•   Size of the local economy
•   Infrastructure and
    superstructure
•   Human resources etc.
A DESTINATION WITH DIVERSIFIED AND ABUNDANT
   RESOURCES MAY NOT BE AS COMPETITIVE AS
  ANOTHER DESTINATION, WHICH HAS RELATIVELY
   LIMITED RESOURCES BUT HAS THE ABILITY TO
      EFFECTIVELY USE AND ENHANCE THESE
  RESOURCES, STRENGTHEN THEIR QUALITY AND
       EFFECTIVENESS AND BEST ADAPT TO
          SITUATIONAL CONDITIONS !!!!!
     Location,
     Physiography
     and Climate
                   Cultural
                   heritage
Human and
Economic
resources
           Infrastructure
Location, Physiography
& Climate
Political Boundaries
Landscapes
Buildings
Habitats & Ecosystems
Climate
Location, Physiography &
Climate
Political Boundaries
Landscapes
Buildings
Habitats & Ecosystems
Climate




                           Slow
Location, Physiography &
Climate
Political Boundaries
Landscapes
Buildings
Habitats & Ecosystems
Climate
Location, Physiography &
Climate
Political Boundaries
Landscapes
Buildings
Habitats & Ecosystems
Climate
Location, Physiography &
Climate
Political Boundaries
Landscapes
Buildings
Habitats & Ecosystems
Climate
     Location,
     Physiography
     and Climate
                   Cultural
                   heritage
Human and
Economic
resources
           Infrastructure
Human and Economic
Resources
Human Resources
Capital & Revenue Funds
Knowledge and Skills
Exchange Rates
Taxes
Licences
Rates
Insurance
Technology
     Location,
     Physiography
     and Climate
                   Cultural
                   heritage
Human and
Economic
resources
           Infrastructure
Cultural Heritage
Language
Political Systems
History
Traditions
Festivals
Food
Music
Sport
Cultural Events
Cultural Heritage
Language
Political Systems
History
Traditions
Festivals
Food
Music
Sport
Cultural Events
Cultural Heritage
Language
Political Systems
History
Traditions
Festivals
Food
Music
Sport
Cultural Events
     Location,
     Physiography
     and Climate
                   Cultural
                   heritage
Human and
Economic
resources
           Infrastructure
Infrastructure
Roads - Railways
Public Transport
Footpaths & Cycleways
Signage
Car Parks
Amenities
Accommodation
Public Services
Infrastructure
Roads - Railways
Public Transport
Footpaths & Cycleways
Signage
Car Parks
Amenities
Accommodation
Public Services
                                                          Cultural Heritage
Location, Physiography & Climate
                                                          Language
Political Boundaries
                                                          Political Systems
Landscapes
                                 Location,                History
Buildings
Habitats & Ecosystems
                                 Physiography             Traditions

Climate
                                 and Climate              Festivals

                                               Cultural   Food

                                               heritage   Music
                                                          Sport
                            Human and
Human and Economic                                        Cultural Events
                            Economic
Resources
Human Resources
                            resources
Capital & Revenue Funds
                                       Infrastructure     Infrastructure
                                                          Roads - Railways
Knowledge and Skills
                                                          Public Transport
Exchange Rates
                                                          Footpaths & Cycleways
Taxes
                                                          Signage
Licences
                                                          Car Parks
Rates
                                                          Amenities
Insurance
                                                          Accommodation
Technology
                                                          Public Services
LIST YOUR
                 Location,
REGIONAL         Physiography
ASSETS           and Climate
                               Cultural
                               heritage
            Human and
            Economic
            resources
                       Infrastructure
VISITOR                     Cost and
ATTRACTORS                  Value
                    Safety for money
                                      Hospitality

                                    n
                                gio al
                    and                         Local
                    Security e                  produce




                                               As
                            R
                               Location,            et




                                                  s
              Warm             Physiography                 Activity




                                                        s
              welcome          and Climate
                                             Cultural       tourism
                                             heritage
                           Human and
                           Economic                      Informal
             Accessibility resources
                                     Infrastructure
                                                         recreation

                    Festivals                      Visitor
                    and                            attractions
                    Events                Arts and
                             Heritage
                             sites        Crafts
                Cost and
                Value     Hospitality
       Safety for money
                        nal         Local




                                                          VISITOR ATTRACTORS
       and
                  egio              produce




                                  As
       Security
               R  Location,            et




                                     s
 Warm             Physiography                 Activity




                                           s
 welcome          and Climate
                                Cultural       tourism
                                heritage
              Human and
              Economic                      Informal
Accessibility resources
                        Infrastructure
                                            recreation

       Festivals                      Visitor
       and                            attractions
       Events                Arts and
                Heritage
                sites        Crafts
You have been asked
to organise a world                               Cost and
                                                  Value     Hospitality
story telling festival in                 Safety for money
                                                          n
                                                      gio al
                                                                      Local
your region                               and
                                          Security e                  produce




                                                                     As
                                                  R
                                                     Location,            et




                                                                        s
                                    Warm             Physiography                 Activity




                                                                              s
                                    welcome          and Climate
                                                                   Cultural       tourism
List the key visitor attractors                                    heritage
that you would                                   Human and
                                                 Economic                      Informal
                                   Accessibility resources
 a) require the public sector to                           Infrastructure
                                                                               recreation
focus on
                                          Festivals                      Visitor
 b) require the private sector            and                            attractions
focus on                                  Events                Arts and
                                                   Heritage
                                                   sites        Crafts
Which can you help to
influence?
                                       Cost and
                                       Value     Hospitality
                               Safety for money
                                               n
                                           gio al
How?????                       and                         Local
                               Security e                  produce




                                                          As
                                       R
                                          Location,            et




                                                             s
                         Warm             Physiography                 Activity




                                                                   s
                         welcome          and Climate
                                                        Cultural       tourism
                                                        heritage
                                      Human and
                                      Economic                      Informal
                        Accessibility resources
                                                Infrastructure
                                                                    recreation

                               Festivals                      Visitor
                               and                            attractions
                               Events                Arts and
                                        Heritage
                                        sites        Crafts
STRATEGIC
MANAGEMENT
                   control
                  Public Sector
                  Involvement
                   Planning
                  Research &
                  Monitoring
                                     Vision
                  Info & Stats
         Destination Management Structures
Cost   money      Competitive      Cost time
                    analysis



                Private Sector     Political Will
                Involvement

               Access to finance   Revenue
                                   generation

                                    Carrying
                                    capacity
                  No control
What are your USP’s
Vision of Morangie Bay
  By 2015, Moranie Bay will be internationally recognised as a
    ‘model’ tourism destination, achieving a unique balance
    between its environment, communities, industry and
    visitor satisfaction, achieving long-term economic and
    social benefit for the region.
SWOT-analysis
Strengths                                      Weaknesses
Whales                                         Lack of facilities
Close to the City                              No infrastructure outside of city
Heritage (castles/ churches)                   Seasonality
Adventures walking and cycling routes          No collaboration
Opportunities                                  Threats
Local myths and legends                        Fish Disease
Simon Deluxe                                   Global warming
Creative Industry                              Unemployment
Accommodation in summer at University Campus   Lack of access
Market segmentation

 Dare group
                         RELEASE

              Morangie Bay


          SELF                     OTHER




                         CONTROL
                                                   Unique Selling Points

Morangie Bay
Vision
Morangie Bay – where nature, culture and
people thrive in a sustainable environment

Political Will
MB has full political support for collaborative
working between all sectors to make the
visitor experience the best it can be

Public & Private Sector Involvement
In MB there is an excellent working
relationship between the private & public
sectors – each promote Morangie Bay
clusters & business, meet regularly and are
involved in joint initiatives for the benefit of
the region
                                                Unique Selling Points

Morangie Bay
Planning
MB – works to a 15 year sustainable
development plan. Plan 15 – reviewed each
year

Access to Finance
The Banks & Insurance companies are on
the board of the Morganie Bay Destination
Management Group & provide disounted
loans and group insurance schemes for
cluster groups

Revenue Generation
25% of Morangie Bays GDP is based on
income from destination based enterprises
and it is set to grow by 4 % in the following
year
                                                 Unique Selling Points

Morangie Bay
Information & Statistics
Regular attitudinal surveys are carried out
by clusters – and annual visitor surveys are
carried out by the public sector – these
inform Plan 15

Research – Monitoring & Evaluation
Lavelle City University has an ongoing
research programme that feeds into Plan
15. Each year a mystery caller survey is
done on a different sector – all enterprises
have access to statistics and research

Destination Management Struture
The Morganie Bay Destination Management
Group comprises representatives of
private/public sector working together for the
benefit of the region
Morangie Bay Destination
Management Group

Destination                Visitor            Industry             Community     Environment
Management          Visitor stewardship        Tourism             Community      Eco-Interest
Services               ambassador            Partnerships           Tourism         Groups
                        programme                                    Groups
                                            Cluster Groups                        Natural &
                                                                                 Built Heritage
Research
Planning
                                                                                  Transport
Quality
Green
Accreditation
Training
                                                                                  Indicators
Transport
Visitor Centres /       Destination Audit            Action Plans & identified
                                                                                   Monitor
TICs                                                 delivery responsibilities
                             Strategy                                            Performance
ICT
Morangie Bay                             Unique Selling Points
      Carrying Capacity
       Morangie Bay’s Plan 15 analyses the
       carrying capacity of different
       attractions each year and uses a
   C thermometer
   -
   - 20
   -    OK, doing well
   - 25
   -    Caution: preventive measures!
   - 30
   -    Alert: remedial action!!
   - 35
   -
   - 40 Number of groups using
   -      the Lavelle City Canal
   -      Walk per day
   -
                              Unique Selling Points

Morangie Bay
Competitive Analysis
Morangie Bay continually
monitors its competition…..
                     Strengths
  high




                     Hygienics                            Motivators           Strengths
                                                                                   A8 – The quality of the accommodation
                                                              A8
                                                         A9                        A10 – Overall welcome and friendliness
                                                   A21
                                                 A31       A10
                                                         A26                       A35 – Interesting villages, towns, locations to visit
Claimed Importance




                                          A3                 A32
                                               A4
                                                               A35                 A32 – Beaches and coastline
                                   A13A2 A1
                                 A22        A33A29
                                                                                   A26 – Place for peace and quiet and relaxation
                                    A30 A15     A18
                                      A28 A23 A6
                                                                                   A31 – Unspoilt countryside
                                  A11       A14
                       A34    A20
                          A25                                                      A4 – Choice of hotels, B&B’s, guesthouses etc
                                           A17
                               A27        A5
                                  A16                                              A29 – History and heritage
                              A12           A7
                                   A24A19                                          A18 – Facilities for walking rambling and cycling

                                                                                   A33 – Chance to see wildlife in natural habitats
                                                         Hidden
 low




                      Savers                         Opportunities
                     low           Real Importance                   high
                     Areas for Improvement
  high




                     Hygienics                            Motivators           Priorities
                                                                                    A9 – Standards of service
                                                              A8
                                                         A9                         A21 – Quality restaurants and dining
                                                   A21
                                                 A31       A10
                                                         A26                        A23 – Availability of tourism information
Claimed Importance




                                          A3                 A32
                                               A4                              Hidden Opportunities
                                      A2 A1                    A35
                                   A13
                                 A22        A33A29
                                                                                    A6 – Choice of self-catering accommodation
                                    A30 A15     A18
                                      A28 A23 A6
                                                                                    A14 – Range & availability of local produce, arts and crafts and
                                  A11       A14                                      souvenirs
                       A34    A20
                          A25
                                           A17
                               A27                                                  A17 – Range of water based activities, e.g. sailing, surfing, swimming
                                  A16     A5
                              A12           A7                                      A7 – Choice of camping and caravanning facilities
                                   A24A19


                                                         Hidden
 low




                      Savers                         Opportunities
                     low           Real Importance                   high
Destination Driven




Experience Driven
PLANNING: ( broad steps to deliver on the vision)



    Analysis of the current situation,
    Analysis of the opportunities and needs,
    Selecting the target market,
    Setting objectives,
    Prioritisation and selection of areas for focus and investment
     (infrastructure, human resources, product development, technology and
     systems development, related industries and procurement),
    Marketing plans (destination image, branding, positioning, distribution
     channels, promotion tactics etc.),
    Evaluate results (measure perfomance, monitor governance, identify gaps
     and respond).
And……
Lavelle City is rated as one of the most likely places to be
  abducted by aliens………..
What are your USP’s
Indicators

Economic Performance, e.g.

•Total visitor expenditures (secondary data)

•Ratio of travel/tourism employee
compensation to overall employee
compensation (secondary data)

•Ease of starting a tourism-related business
(expert opinion)

•Travel and tourism GDP and/or overall
GDP (secondary
data)
Indicators
Sustainability, e.g.

•Preservation of natural capital (expert opinion)

•Maintenance of ecological integrity (expert opinion)

•Resident access to tourism infrastructure (resident
survey)

•Level of political support in facilitating tourism efforts
(expert opinion)

•Taxes generated from tourism expenditures
(secondary data)

•Visitor perception of destination having reached its
tourism carrying capacity (visitor survey)
Indicators
Visitor Satisfaction, e.g.

•Perceived richness of destination culture and
history (visitor survey)

•Satisfaction with overall destination quality of
service (visitor survey)

•Level of repeat visitation (secondary data)

•Perception of resident hospitality (visitor survey)

•Quality of the destination experience (visitor survey)
Indicators

Management Action, e.g.

•Satisfaction with destination management (DM)
action in dealing with competitive pressures
(expert opinion)

•Quality of involvement in human resource
development programming and support (expert
opinion)

•Satisfaction with destination materials to help with trip
planning (visitor survey)

•Number of quality special events (secondary data)

•Average visa fees per visitor (secondary data).
OPERATIONAL
MANAGEMENT
Flag up your
strengths!
Flag up areas
you wish to
develop
    Train The Trainer
Promote the Setting up and
 Development...

Setting up
•   Know Your Area.
•   Dynamics of a Group.
•   Encourage Triangulated Participation.
•   Three Stage Contact Process – Letter, Call & Meeting.
•   Business Analysis – SWOT, Needs etc.
•   Incentives.
   Train The Trainer
Development
• Assess the Capacity of the Group – Training
  Needs.
• Sense of Place – Know Your Area / Market.
• Consider the Unique Selling Points of the
  area.
• Keep up-to-date with Current Tourism /
  Economic / Cultural Trends.
• Devise and Implement a Strategy based on
  experience, knowledge and findings.
• Promote Product Development – Eco Accred,
  Local Produce, Logo, Marketing, Embrace
  Technology etc.
• Utilise Existing Skill-base within the Group.
PHILOSOPHY
&
VALUES
        Killi Mountains

                   Vision
To improve the standard of living within
 the Killi Region without destroying the
          culture or environment
       How can we enchant you…?
• The magic of the area is the     Sense of Place Local Distinctiveness
  people and their stories.
• All the stories are related to
  the people who live there
  and the place in which they
  live.

• Story Festival in the Killi
  Mountains
• Story Living Room Festival
• Story telling in the city
Quality
Sustainability
Customer Relation Management
Image
Encouraging leadership at all levels
Share knowledge & Experience
Open, collaborative culture..
CONCLUSIONS: Critical issues for a successful destination management

   1)    Knowledge and understanding of the needs of our target markets and the “new
         tourist”

   2)    Positioning and differentiating our destination and image management

   3)    Improvement of collecting reliable data and competent analysis of the data

   4)    Improvement of the competitiveness of the destination, providing “through the
         chain”, positive visitor experience

   5)    Product innovation and management

   6)    Capitilizing on the opportunities provided by new technologies

   7)    Greater professionalism in service levels and overall HR management

   8)    Synergy between all the stakeholders in creating the destination vision

   9)    Public-private sector partnership in the key areas of management and marketing
         ,
   10)   Continuously adapting to the dynamically changing macro, competitive and market
         environments

				
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