Guide to Best Practices in Tourism and Destination Management

1. Guide to Best Practices in Tourism and Destination Management Dr. Rich Harrill Director International Tourism Research Institute University of South Carolina

2. About the Institute for Tourism Research • University of South Carolina’s School of Hotel, Restaurant, and Tourism Management • Tourism research to national and international clients • Customer segmentation, market profiling, market feasibility, economic impact, and tourism planning Dr. Rich Harrill

3. Best Practices in Tourism and Destination Management • Research, funding, professional development, information dissemination, advocacy, Web marketing, sustainable tourism, and best practice adapters • Published by the Educational Institute of the American Hotel and Lodging Association for convention and visitors bureaus, state tourism agencies, and chambers of commerce Dr. Rich Harrill

4. Methods • Broad applicability • Ability to indicate innovation • Evidence of ongoing program • Willingness to participate • Evidence of an outcome or outcomes Dr. Rich Harrill

5. Research • San Francisco Convention and Visitors Bureau • “Foodie” and “Joy” studies • Michigan State University’s Travel, Tourism, and Recreation Resource Center • County-Level Tourism Profiles, Regional Michigan Tourism Market Study, and World Travel and Tourism Tax Barometer Dr. Rich Harrill

6. Research • Finger Lakes (N.Y.) Wine Country Tourism Marketing Association • Conversion, economic impact; benchmarking • Hawaii Visitors and Convention Bureau • Conversion, economic impact; funding Dr. Rich Harrill

7. Research • Canadian Tourism Commission/Statistics Canada • Tourism Satellite Account (TSA) • Colorado Tourism Office • Image research, economic impact; strategic marketing plan • Mackinac (Mich.) State Historic Parks • Visitor profiles; university partnership Dr. Rich Harrill

8. Research • Maine Office of Tourism • Image research; advertising evaluation; impact assessment; return-on-investment • Ottawa (Ontario) Tourism and Convention Authority • Lodging industry surveys; HOTELBASE • Texas A&M University, Department of Recreation, Park and Tourism Sciences • Partnership with Texas Economic Development Dr. Rich Harrill

9. Funding • San Francisco Convention and Visitors Bureau • Trademark licensing and co-branding • Visit Florida • Membership fees • California Division of Tourism (CalTour) • Mandatory assessment Dr. Rich Harrill

10. Funding • Missouri Division of Tourism • Tourism Supplemental Revenue Fund (TSRF) • Travel Montana • Tourism Infrastructure Investment Program (TIIP) Dr. Rich Harrill

11. Professional Development • International Association of Convention and Visitors Bureaus (IACVB) • Fundamentals of Destination Management (FDM) • Professional in Destination Management (PDM) • Certified Destination Management Executive (CDME) Dr. Rich Harrill

12. Professional Development • BestCities.net (Denmark) • Buddy groups • Convention sales • Convention servicing • Web promotion • MICE (meetings, incentives, conferences, and exhibitions) Dr. Rich Harrill

13. Information Dissemination • Vienna (Austria) School of Economics and Business Administration, Institute for Tourism and Leisure Studies • TourMIS (Tourism Management Information System) is an Internet-based tourism decision-support system • Rapid retrieval of tourism market data to multiple users • Planning and decision tools such as portfolio analysis and budget optimization Dr. Rich Harrill

14. Advocacy • Lee Island (Fla.) Coast Visitor and Convention Bureau • Monthly Tourism Development Council Report • Oregon Tourism Commission • Pocket Fact Book, distributed at the Tourism Industry Council Legislative Reception • Greater Lansing (Mich.) Convention and Visitors Bureau • “Be a Tourist in Your Own Hometown” event Dr. Rich Harrill

15. Web Marketing • Greater Pittsburgh (Pa.) Convention and Visitors Bureau • Trip personalization and packaging • www.visitpittsburgh.com • Nashville (Tenn.) Convention and Visitors Bureau • Web design; quality graphics and flash effects; trip builder; and celebrity endorsements • www.nashvillecvb.com Dr. Rich Harrill

16. Web Marketing • Travel Montana • Privacy and confidentiality; “niche” Web sites • www.visitmt.com • Overland Park (Kan.) Convention and Visitors Bureau • Balance of utility and aesthetics • www.opcvb.org Dr. Rich Harrill

17. Web Marketing • Chattanooga Area (Tenn.) Convention and Visitors Bureau • Revenue generation • www.chattanoogafun.com • Durham (N.C.) Convention and Visitors Bureau • Web site iterations • www.durham-nc.com • Travel Michigan • Web site evaluation • www.michigan.org Dr. Rich Harrill

18. Sustainable Tourism • Juneau (Alaska) Convention and Visitors Bureau • Tourism Management Best Practices (TBMP) program • ECOCLUB.com (Greece) • Worldwide ecotourism network • Hacienda Pinilla (Costa Rica) • Social sustainability • Queen Anne’s (Md.) County Department of Business and Tourism • Ecotourism planning Dr. Rich Harrill

19. Best Practice Adapters • Harbor Country (Mich.) Chamber of Commerce and Lodging Association • Web marketing: Overland Park (Kansas) Convention and Visitors Bureau • Rhode Island Tourism Development Advisory Council • Funding: Visit Florida and Missouri Division of Tourism funding models Dr. Rich Harrill

20. Conclusions • Private-sector business model • Accountability and program evaluation • Diversification of funding methods and sources • More involvement in the political arena Dr. Rich Harrill

21. Conclusions • Professionalization of tourism and destination management • Tourism information technology • Integration of service and sales • Business ethics Dr. Rich Harrill

22. Conclusions • Research: The Great Equalizer • Expansion of tourism funding models • Web sites as revenue generators • Doing things well: professional and sustainable development Dr. Rich Harrill

23. Contact Dr. Rich Harrill • Phone: (803) 777-7682 • Fax: (803) 777-1224 • E-mail: rharrill@hrsm.sc.edu Dr. Rich Harrill