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PGDM TT II_TT 211 DM_Chapter 1
1.
PGDM TT 2ND
Semester 2014-15 © Dr. Jeet Dogra
2.
Topic 1
Tourism Attraction: Definition and characteristics Typology Criteria for Tourist attractiveness Development and design of tourist attractions Topic 2 Destination Life Cycle © Dr. Jeet Dogra
3.
© Dr. Jeet
Dogra
4.
© Dr. Jeet
Dogra
5.
Introduction • One can
make the argument that attractions are the reason people travel. • It might be the most important component in the tourism system. • There is no doubt that attractions are the main motivators for travel. • Without attractions drawing tourists to destinations, there would be little need for all other tourism services such as transportation, lodging, food, distribution and so on. • However, as important as attractions are in motivating the tourist to travel, the attraction frequently receives the smallest portion of the tourist’s expenditure. • An example is the ski resort that sells only the lift ticket providing uphill transportation. • This expenditure is the smallest of the travel experience, with the most expenditures going for air transportation, lodging and food. • The list of attractions is extensive, and in many cases it is a combination of attractions that brings the tourist to a destination area. • The opportunities for sightseeing, shopping, entertainment, gaming, culture and recreation play an important role in determining the competitiveness of a destination. • Figure 8.1 extracts the operating sectors from Figure 1.2 and shows that attractions, events, adventure and outdoor recreation and entertainment are important supply components. © Dr. Jeet Dogra
6.
© Dr. Jeet
Dogra
7.
© Dr. Jeet
Dogra
8.
Definitions • Swarbrooke, who
has considered a number of attempts at definition, splits attractions into four categories: features within the natural environment purpose-built structures and sites designed for purposes other than attracting visitors purpose-built structures and sites designed to attract visitors special events. • Fyall, similarly, distinguish between built and natural attractions and whether or not they are purpose-built. They also categorize on the basis of whether the attraction is paid for or free, privately or publicly owned, and a simple or complex product. For simplicity’s sake, we can conclude that attractions may be defined as natural or constructed (whether or not purpose-built for tourism) and, if not constructed, they may still be to a greater or lesser extent ‘managed’ to suit the purpose of tourism or, more rarely, left entirely in their natural state. © Dr. Jeet Dogra
9.
© Dr. Jeet
Dogra
10.
Typology • Attractions can
be classified in a number of ways (see Figure 8.2). • Broadly it has been classified into Man-made or Natural Attractions. • One of the categories that first comes to mind is theme or amusement parks. • The roots of these attractions go back to medieval Europe, when pleasure gardens were created. • These gardens were the forerunner of today’s parks, featuring rides, fireworks, dancing and games. • Today, theme parks are high-profile attractions made famous by Disney, Universal Studios, Busch Gardens, and others. • They represent multimillion-dollar investments. © Dr. Jeet Dogra
11.
© Dr. Jeet
Dogra
12.
Typology • Natural attractions
are the ‘‘mainsprings’’ that drive many people to travel. The great national parks of the United States and other countries, such as those in Canada, India, Australia, and Japan, are examples. National forests in the United States attract millions of recreationists. • Heritage attractions (such as historic sites) and prehistoric and archaeological sites (such as the ancient monuments of Egypt, Greece, Israel, Turkey, Indonesia, India, Mexico, and Peru) also have appeal for those inspired to learn more about contemporary and long-vanished civilizations. • Recreation attractions maintain and provide access to indoor and outdoor facilities where people can participate in sports and other recreational activities. Examples include swimming pools, bowling alleys, ice skating rinks, golf courses, ski resorts, hiking trails, bicycle paths, and marinas. Times Square in New York, Fisherman’s Wharf in San Francisco, and Navy Pier in Chicago combine the appeal of a large city with shopping, dining, culture, and entertainment to attract millions of visitors each year. © Dr. Jeet Dogra
13.
Typology • Commercial attractions
are retail operations dealing in gifts, handcrafted goods, art, and souvenirs that attract tourists. Recent surveys show that shopping is the number-one activity participated in by both domestic and international visitors. • Industrial attractions cannot be overlooked. Wineries and breweries have long been tourist attractions. Factory tours are growing in number, and manufacturers have developed elaborate facilities to handle tourists. An example is the Waterford Crystal Factory in Ireland, which houses a world-class crystal museum. The vast oil sands mining operations in Northern Alberta, Canada, now attracts many visitors for both professional and personal reasons. • Great modern cities with their cultural treasures of many sorts provide powerful attractions to millions of visitors each year. Sightseeing tours are provided in most cities, giving easy access to the city’s attractions. Theaters, museums, special buildings, zoos, aquariums, cultural events, festivals, shopping, and dining are some of the appealing destinations. • Entertainment has become a powerful magnet. Musical entertainment has put Nashville, Tennessee and Branson, Missouri, on the map. © Dr. Jeet Dogra
14.
Criteria for Tourist
attractiveness, development and design of tourist attractions I. The Attractions Industry Theme Parks / International Association of Amusement Parks and Attractions Gaming / Gaming Organizations II. Recreation National Parks / Wildlife Sanctuary Other Public Recreational Lands Adventure Travel Winter Sports Historic Sites Zoos, Rainforest and Aquariums III. Live Entertainment IV. Festivals and Events V. Sporting Events VI. Shopping © Dr. Jeet Dogra
15.
Criteria for Tourist
attractiveness, development and design of tourist attractions I. The Attractions Industry Theme Parks / International Association of Amusement Parks and Attractions Gaming / Gaming Organizations © Dr. Jeet Dogra
16.
Criteria for Tourist
attractiveness, development and design of tourist attractions © Dr. Jeet Dogra
17.
Criteria for Tourist
attractiveness, development and design of tourist attractions I. The Attractions Industry Theme Parks / International Association of Amusement Parks and Attractions Gaming / Gaming Organizations © Dr. Jeet Dogra
18.
Criteria for Tourist
attractiveness, development and design of tourist attractions II. Recreation National Parks / Wildlife Sanctuary Other Public Recreational Lands Adventure Travel Winter Sports Historic Sites Zoos, Rainforest and Aquariums © Dr. Jeet Dogra
19.
Criteria for Tourist
attractiveness, development and design of tourist attractions II. Recreation © Dr. Jeet Dogra
20.
Criteria for Tourist
attractiveness, development and design of tourist attractions III. Live Entertainment IV. Festivals and Events V. Sporting Events VI. Shopping © Dr. Jeet Dogra
21.
Some points to
remember: The businesses and organizations that provide attractions, recreation, entertainment, shopping and others are major parts of tourism. For example, trips just for entertainment constitute about one-fourth of all travel in the United States. Theme parks and Gaming also attract millions each year. National Parks come in all sizes and types. They serve both local and visitor recreational needs. National forests are also very popular. Zoos, rain forests, and aquariums, usually located in parks, attract locals as well as millions of tourists. A new development is the re-creation of tropical rain forests within zoological parks. An outstanding example is the Lied Jungle in Omaha, Nebraska, USA. Shopping continues to be a major attraction. Spectacular malls, such as the Mall of America in Minnesota and the West Edmonton Mall in Alberta, Canada, have become tourist destinations. They contain an amazing variety of recreational facilities as well as hundreds of shops. Festivals and events are attractions of great and growing importance. Mega-events such as the Olympics are sought-after awards to a city. Local festivals typically attract a wider audience once they become better publicized. © Dr. Jeet Dogra
22.
© Dr. Jeet
Dogra
23.
Introduction • A concept
that has particular relevance to regional tourism strategic marketing and planning is the so-called life-cycle concept. • It implies that tourism regions, tourism product lines (such as historical or cultural tourism products) and product items (such as an amusement park or accommodation establishment), pass through life stages that progress from birth to death. • The life cycle of a regional tourism product may be short (for example, festival celebrations and most world fairs) or long (for example National Park). • The tourism product is launched or launches itself, grows to maturity, levels off and then gradually declines. • If identified in time, the decline may be averted by reintroducing the product under another form or with a fresh injection of publicity. © Dr. Jeet Dogra
24.
Butler’s DLC • Butler
(1980) suggested that the life-cycle concept, when applied to tourism, is comprised of an exploratory stage; an involvement stage; a development stage; a consolidation stage; a stagnation stage; and either a decline stage or a rejuvenation stage. • The life-cycle concept can be used as a tool for strategic marketing planning of tourism regions. • In this regard, Butler (1980, p. 5) emphasized that "Tourist attractions are not infinite and timeless but should be viewed and treated as finite and possibly non-renewable resources. They could then be more carefully protected and preserved. The development of the tourist region could be kept within pre- determined capacity limits, and its potential competitiveness maintained over a longer period.” © Dr. Jeet Dogra
25.
© Dr. Jeet
Dogra
26.
Haywood DLC • Haywood
(1986) argued that the life-cycle concept, to be effective, must be made operational in such a way that it is possible to determine or predict unambiguously the exact position or stage of a tourism offering. • In order to make the regional tourism life cycle operational, various conceptual and measurement decisions have to be considered, as followings: Unit of Analysis Relevant Markets Stages of the life-Cycle The Carrying Capacity The Unit of Measurement © Dr. Jeet Dogra
27.
Haywood DLC Unit of
Analysis Defining and delineating the unit of analysis in a region is the first and most crucial step in attempting to make the lifecycle concept operational. The question should be addressed as to whether the life-cycle analysis at a given point in time should be undertaken for the region at large, a subregion, community, specific tourism business units, or specific product lines. In practice, the ideal situation is that life cycle analysis should be undertaken at all levels in a region on a regular basis. Relevant Markets The possibility exists for sequential entry into distinctly different market segments, each of which can be further segmented according to various relevant tourist characteristics. This sequential entry to various market segments may result in the type of tourist life cycle presented in the figure. © Dr. Jeet Dogra
28.
Haywood DLC Stages of
the life-Cycle For the life-cycle concept to be made operational, two key questions have to be addressed: a. How to determine the stage in the life cycle of the tourist region, product line, and product item; b. How to determine when a tourist region, product line, and product item moves from one stage to another. An operational approach to the identification of a tourism region's or product's position in the life cycle can be based on the change or the possible change in the number of tourists from one period to the next. Identifying the length of time for each stage and the exact point at which a tourism region or product shifts from one stage to another is closely related to the use of the life-cycle concept for forecasting market accessibility and visitation rates, as well as market acceptance and actions of the major tourism competitors. © Dr. Jeet Dogra
29.
Haywood DLC The Carrying
Capacity When reflecting on the carrying capacity, the view of Hovinen (1981) has relevance: "A single carrying capacity clearly does not exist; instead the region's capacity consists of different cultural and natural elements which vary both spatially within the region and temporally throughout the year." In reality, carrying capacity may be a perceptual issue. So, for example, local residents of a particular destination may believe that the desirable or actual number of tourists may be exceeded before the end of a development stage, whereas some tourists and tourism business units may believe that the carrying capacity may far exceed the number of tourists reached during either a consolidation or a stagnation stage. This suggests that if tourist numbers are to be used as an indicator, consideration should be given to such factors as: a. Dispersion of tourists within and throughout the region; b. The length of stay; c. Characteristics of the tourists; and d. The time of year when the visit is made. The Unit of Measurement Although most tourism area life cycles are based on annual data, in some instances, it may be appropriate to develop a tourism regional life cycle based on quarterly or monthly data, or even by using some form of moving average. © Dr. Jeet Dogra
30.
Conclusion The Product Life
Cycle as a Guideline for Strategy • There is considerable information on the marketing actions that can be applied to each stage of the life cycle. • Recommendations are frequently being made concerning the type and level of promotion, distribution, pricing and other product-market activities required for each stage. • It is apparent, however, that the attempts to prescribe a marketing strategy are largely unsupported by empirical evidence. • In the words of Haywood (1986): "For a tourist area it would be erroneous to assume that the dominant determinant of marketing strategy is the stage of the life cycle, while the differences among tourist areas and markets are ignored. Furthermore, it is implicit in such an assumption that, at anyone stage of the cycle, a tourist area has only a single 'reasonable' marketing strategy to follow. This implicit assumption is not only misleading but also dangerous, since it can constrain creativity in generating new marketing strategies." © Dr. Jeet Dogra
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Conclusion Extension of the
Product Life Cycle Some of the major strategies that can be considered to extend the life cycle of a region or destination area are as follows: Promote more frequent use of the tourism offerings in the region among current tourists. Attempts can be made to get tourists to increase their length of stay; to encourage repeat visitation; and to provide more and better signage to ensure visitors actually move throughout the tourism region in order that they may see and experience more of what the region has to offer. Develop more varied use among current tourists. Most regions enjoy a diversity and richness of resources that allow a visitor to enjoy a variety of experiences - physical, cultural, and social. In many cases, a tourism region has developed a singular or popular image that initially attracts the tourist; however, once attracted, the tourist should be made aware of other satisfying opportunities and pursuits. © Dr. Jeet Dogra
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Conclusion Extension of the
Product Life Cycle Create new uses. The life cycle can also be extended by creating new uses. An example of this is the development of tourist attractions in Blanau Ffestiniog, North Wales, and Cripple Creek, Colorado, on sites that were originally mines. Find new tourists by expanding the market. A region could diversify into developing new tourism products, such as conference facilities or casinos, to attract tourists who may not otherwise visit the region. The challenge facing regions is to avoid the occurrence of such situations by using the life-cycle concept effectively to guide and direct regional tourism products in line with the dynamism of the changing environment. © Dr. Jeet Dogra
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© Dr. Jeet
Dogra Compiled and Edited by: Dr. Jeet Dogra Assistant Professor Indian Institute of Tourism & Travel Management, Gwalior, India (An Organization of Ministry of Tourism, Govt. of India) E-mail: jeetdogra@live.com Follow: On Slideshare, click Slideshare.net/JeetDogra On Academia, click Academia.edu/JeetDogra On Facebook, click Facebook.com/jeetdogra
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