3 Destination management theories Flashcards
destination =
= the predetermined end of a journey or voyage
= a geographical are
which exhibits landscape, cultural characteristics and
offers a tourism product including transport, accommodation, food, and at least one outstanding activity or experiences.
Destination: incoming and outgoing perspective
Incoming perspective: about tourists that visit your destination. (destination management, local supplier)
outgoing perspective: your people that go to other destinations. (marketing of other destination, tour operators)
destination cluster types
Section within political boundary (south beach, Miami)
a political boundary. (Las Vegas)
Across political boundaries (alps)
Destination differs by
geographic space and definitions (island or valley)
natural resources available (beach, glacier)
tourism products and supply structure
tourism infrastructure
administrative structure
season, weather
customer segments
culture and language
purpose or theming (heidiland)
Operational and strategic tasks of DMO
Planning and strategy
- destination planning (destination analysis, market analysis, destination goals / strategies, segmentation, target market, customer profiling, business planning, business organization, business controlling)
- development planning
- destination strategy
- development scenarios
- monitoring
- controlling
Marketing and Sales
- marketing, branding, PR
- market research
- positioning, image
- sales
- pricing
Supply and product
- information center
- product management (DCG-matrix, ansoff, cooperation)
- guest services
- quality
- even management
Lobbying and politics
- information of industry
- players and locals
- lobbying
- crisis communication
- networking
guest information
to any activities to do it for every products! very difficult
issue in destination marketing and management
over- organized fragmented redundant. To much of the same!
we have to many organization doing to many things. the situation is getting better and small organization are merging.
every every municipality having a LTO
Vision –> pool of resources.
not everyone should do the same task!
task sharing on destination level
NTO, RTO: Tourism policy, lobbying, product coordination, market development
Destination: DM, product development, Mrk and sales, coordination guest servies
Local Tourist structures: Guest services, events
Local supplier: Guest services, direct mrk
approaches to create new destination entities method
Deduction or Drawing-board
Induction or Island
Centralization
Umbrella
Theming
approaches to create new destination entities method: Deduction or Drawing-board
deduction of destination limits on political / administrational boarders
higher political acceptance
clear limits
no market based view
loss of market efficiency due to politically based tradeoff
e.g. Tirol, Südtirol
approaches to create new destination entities method: Induction
autonomous development of existing destination
existence of strong brands
Concentration of resources
loss of small brands
customers view
lack of cooperation and motivation
e.g Flims, Laax
approaches to create new destination entities method: Centralization
Darwinism of strongest brand : survival of the fittest
strong brand
shape tourism organizational structures
concentration of resources
loss of small brand
lack of cooperation and motivation
e.g. Engadin St moritz, Berner oberland.
approaches to create new destination entities method: Umbrella
development of existing destination and implementation of umbrella organization
strong brands are kept alive
task sharing and coordination of market penetration
customers view
motivation and cooperation of stakeholders
high costs of coordination and transfer
e.g. GR
approaches to create new destination entities method: Theming
product or theme based: survivable products / bundles, specific cooperation, clusters
new USP
new marketing organization
integration of supply side
motivation and cooperation of stakeholders
high costs of coordination and transfer
e.g. Heidiland
Goal of transformation
reducing the number on tourism organization
from a local level to a regional structure.
less organization with more money and more overnights
critical success factors of destination building
development and acceptance of strategic concept, business plan / financial concept and strategic marketing concept.
leadership
Clear processes, reporting and monitoring
CI, CD, and internal marketing
Communication
