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DESTINATION MANAGEMENT Trying to make ends meet

DESTINATION MANAGEMENT Trying to make ends meet. Henrik Halkier Professor of Regional and Tourism Studies Aalborg University Denmark halkier@ihis.aau.dk http://www2.ihis.aau.dk/~halkier/. DESTINATION MANAGEMENT Trying to make ends meet. Henrik Halkier Aalborg University Denmark

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DESTINATION MANAGEMENT Trying to make ends meet

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  1. DESTINATION MANAGEMENTTrying to make ends meet Henrik Halkier Professor of Regional and Tourism Studies Aalborg University Denmark halkier@ihis.aau.dk http://www2.ihis.aau.dk/~halkier/

  2. DESTINATION MANAGEMENTTrying to make ends meet Henrik Halkier Aalborg University Denmark halkier@ihis.aau.dk

  3. DESTINATION MANAGEMENTTrying to make ends meet Henrik Halkier Aalborg University Denmark halkier@ihis.aau.dk

  4. DESTINATION MANAGEMENTTrying to make ends meet Destination management: Problems & solutions ? Actors and processes in destination development Destination management: A conceptual framework Strategic options in destination development Case: Whole-year tourism in Mariagerfjord http://www2.ihis.aau.dk/~halkier/

  5. Easton’s model of the political system. Source: David Easton, A Systems Analysis of Political Life, New York 1965, p 32. Destination development policyFrom Easton to … policy analysis Easton’s model of the political system. Source: David Easton, A Systems Analysis of Political Life, New York 1965, p 32.

  6. Destination development policyFrom Easton to … policy analysis Economic & socio-cultural environment Public actors Private actors Cultural patterns Discursive terrain Political environment Public actors Private actors Discursive terrain Implementing organisation Political sponsor Organisation Policy design Policy target Firms Organisations Public authorities Tourists PROBLEM DEFINITION POLICY OUTCOME Source: Inspired by inter alia Ham & Hill, Jenkins, Sabatier, Parsons, Winter – Elaborated on the basis of Henrik Halkier: Institutions, Discourse and Regional Development, Brussels: PIE Peter Lang, 2006, chapter 3.

  7. Destination development as a PROCESS

  8. Analysing policy discourse in practiceASSUMPTIONAL ORDERS Topographical • inside/outside • up/down Temporal • past/future • cause/consequence Strategic • subject/object • assistant/opponent Social geography • a problem where? • a problem for whom? Policy design • in what sense a problem? • ways of addressing problem? Policy process • who is active/passive? • who helps/gets in the way? Source: Inspired by inter alia Koselleck and Åkerstrøm Andersen – Elaborated on the basis of Henrik Halkier: Institutions, Discourse and Regional Development, Brussels: PIE Peter Lang, 2006, chapter 3.

  9. Destination developmentSTRATEGIC OPTIONS Service strategies • Target group: existing tourists • means: on-site information • risk: limited • result: status quo Promotion strategies • Target group: similar tourists • means: external promotion • risk: competitive product? • result: expansion Innovation strategies • Target group: other tourists • means: (firm) projects • risk: mis-investment • result: new experiences

  10. All-year tourism in MariagerfjordSURELY, THIS IS CRAZY ?

  11. All-year tourism in MariagerfjordSURELY, THIS IS CRAZY ? Situation in brief • costal leisure tourism important in Denmark • North Jutland leading in terms of overnight stays • seasonality very pronounced – light/dark months • prolonging season a long-standing policy goal … maybe a new chance through national initative • coordinated efforts with many initiatives/actors • Mariagerfjord maybe able to move towards all-year tourism

  12. THE LOCAL CHALLENGE 1Coordination, coordination, coordi… Region, state, EU ... Finance Partnership Local authority & tourist association Product development Expansion Partnership Involvement Service Promotion Firms & attractions Citizen Tourists

  13. THE LOCAL CHALLENGE 2Attractions in the dark days ? Central challenges • development of new experiences • making existing experiences visible Different options – or mutually supportive? • small sensations, slow hollidays? • the Las Vegas of the north?

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