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Factors of success of International tourism destinations

Factors of success of International tourism destinations. Lecture 9. Tourism destinations. The fundamental unit, on which all the many complex dimensions of tourism are based .

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Factors of success of International tourism destinations

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  1. Factors of success of International tourism destinations Lecture 9

  2. Tourism destinations • The fundamental unit, on which allthemanycomplexdimensions of tourism are based. • The focal point in thedevelopment and delivery of tourismproducts and theimplementation of tourismpolicy, • The basic unit of analysis in tourism, • Cluster: co-location of activities (products and services) that are linkedhorizontally, verticallyordiagonallyalongthevalue-chain and servedbypublic and private sector, • Offers a broadrange of products, experiences and servicesunderthedestinationbrand. • Physicalbutalso intangible (image, identity, personality).

  3. COMPARATIVE ADVANTAGES – REGIONAL ASSETS Natural and/ormanmaderesourcesavailable in thedestination: Physicalresources Historical and cultural resources Capital resources Size of the local economy Infrastructure and superstructure Human resources etc. COMPETITIVE ADVANTAGES – THE REST OF THE WEB Ability of thedestinationto use ormobilizetheseresourcesoverthelongterm.

  4. 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

  5. Location, Physiography & Climate • Political Boundaries • Landscapes • Buildings • Habitats & Ecosystems • Climate

  6. Human and Economic Resources • Human Resources • Capital & Revenue Funds • Knowledge and Skills • Exchange Rates • Taxes • Licences • Rates • Insurance • Technology

  7. Cultural Heritage • Language • Political Systems • History • Traditions • Festivals • Food • Music • Sport • Cultural Events

  8. Infrastructure • Roads - Railways • Public Transport • Footpaths & Cycleways • Signage • Car Parks • Amenities • Accommodation • Public Services

  9. SWOT-analysis • Strengths • Weaknesses • Opportunities • Threats

  10. 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)

  11. 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)

  12. 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)

  13. 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).

  14. Criticalissuesfor a successfuldestinationmanagement • Knowledge and understanding of theneeds of our target markets and the “new tourist” • Positioning and differentiatingourdestination and imagemanagement • Improvement of collectingreliable data and competentanalysis of the data • Improvement of thecompetitiveness of thedestination, providing “throughthechain”, positive visitorexperience • Productinnovation and management • Capitilizing on theopportunitiesprovidedby new technologies • Greaterprofessionalism in servicelevels and overall HR management • Synergybetweenallthestakeholders in creatingthedestinationvision • Public-private sector partnership in thekeyareas of management and marketing, • Continuouslyadaptingtothedynamicallychanging macro, competitive and marketenvironments

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