Destination management in Europe – early research findings of a survey with practitioners across 6...

Destination management in Europe – early research findings of a survey with

practitioners across 6 European countries

• S. Brańka• J. Plichta

Foundation of the University of Economics in Krakow

• A. Coca-StefaniakATCM

Dundee, 24 – 27 VI 2014

Brief introduction to the SCOUT project

Partners:– ATCM (UK)– Regional Chamber of Commerce of Central Bohemia (Czech Republic)– Fundacja Uniwersytetu Ekonomicznego w Krakowie (Poland)– OKUL YÖNETİCİLERİ DERNEĞİ (Turkey)– Svenska Stadskärnor (Sweden)– Czech It - Institute for Strategic Studies on Tourism (Czech Republic)– VCT ENDYSI (Greece)

• Goals

• Survey: February – June 2014

Survey results

The number of replies - overall• Overall: 209 replies

• Replies per country:

29.2%

22.5%20.6%

13.4%

8.1%

6.2%

UK (+ Malta)Sweden Poland Greece Turkey Czech Republic

Average respondent’s age – overall

25 and under

26-35

36-45

46-55

56-65

Over 65

Missing reply

0 5 10 15 20 25 30 35 40

2.4

21

23.9

35.9

13.9

2.4

0.5

Age (%)

Age (%)

Average respondent’s age – the differences between partner countries

Age group % of replies in UK

% of replies in Sweden

% of replies in Poland

% of replies in Greece

% of replies in Turkey

% of replies in Czech Republic

35 and under 9,8 10,6 25,6 32,2 70,5 46,2

Respondent’s gender- overall

53,6 %

46,4 %

Type of employing organisation – overall

48.3

18.2

6.2

4.8

4.3

18.2

% of replies

Local authority Private sector company (other than a BID) BID Ad hoc partnership NGOOther

Type of employing organisation – UK only

68.9

21.3

3.3 3.3 3.2

% of replies

Local authority BID Ad hoc partnership State / government / authority at central level Other

(In Poland 86 %)

Type of employing organisation – Sweden only

25.5

14.9

12.8

12.8

34

% of respondents

Private sector company (other than a BID) Local authority NGOAd hoc partnership Other

Respondents’ job title - overall

19.6

12.4

11

7.76.76.2

4.3

4.3

27.8

% of repliesTown Centre Manager / Coordinator

Tourism officer / manager

Chief Executive

Local Authority Officer

Project / Partnership Manager

Destination marketing officer / manager

BID Manager / BID Director

Destination manager

Other

Respondents’ job title - overall

35

22.9

42.1

% of replies

Place management Tourism Other

Formal (written) strategy according to respondents’ job titles – UK only

Job titles TourismManagement of the town

centrePlace

brandingIntegrated destination

managementPlace

marketingCulture

and heritage

Place manageme

nt 41,7% 71,9% 62,5% 44,4% 61,1% 54,5%

Tourism 29,2% 6,3% 6,3% 22,2% 11,1% 9,1%

Others 29,1% 21,8% 31,2% 33,4% 27,8% 36,4%

Formal (written) strategy – all partners

Formal (written) strategy for:

UK SVE PL EL TR CZ

Tourism 39,3 % 25,5 % 34,9 % 71,4 % 76,5 % 69,2 %

Place marketing 29,5 % 21,3 % 14 % 25 % 30,8 %

Culture and heritage

20,9 % 25 % 11,8 % 23,1 %

Management of the town centre

52,5 % 59,6 %

Place branding

Integrated destination managementNone of the above

Other

In your job, how much of your time is actually taken up by the following activities (1/2)

Tourism and Leisure

Evening economy

managementEngaging with

visitorsEngaging with local residents

Czech 23,1% 15,4% 100,0% 84,6%Greece 21,4% 3,6% 71,4% 50,0%UK 41,0% 50,8% 54,1% 65,6%Poland 14,0% 16,3% 76,7% 93,0%Sweden 71,7% 37,0% 80,4% 87,0%Turkey 41,2% 11,8% 64,7% 64,7%

Responses: Most of the Time and Some of the Time

In your job, how much of your time is actually taken up by the following activities (2/2)

Partners

Engaging with local

businesses

Engaging with NGOs and

social enterprises

Events and festivals

Marketing activities

cs-CZ 76,9% 46,2% 100,0% 92,3%el-GR 64,3% 50,0% 82,1% 85,7%en-GB 98,4% 57,4% 86,9% 86,9%pl-PL 72,1% 65,1% 81,4% 79,1%sv-SE 87,2% 47,8% 82,6% 95,7%tr-TR 70,6% 50,0% 75,0% 64,7%

Responses: Most of the Time and Some of the Time

Top 10 success factors in respondents’ job - overallRank Area No of replies %

1 Events & festivals 112 53,6

2 Tourism & Leisure 109 52,2

3 Marketing activities 101 48,3

4 Engaging with local businesses 88 42,1

5 Engaging with visitors 82 39,2

6 Engaging with local residents 76 36,4

7 Strategic Planning 74 35,4

8 Partnership management 70 33,5

9 Retail Development 45 21,5

10 Engaging with NGO’s & social enterprises

38 18,2

Top 12 success factors in respondents’ job – UK onlyRank Area %

1 Engaging with local businesses 80,3

2 Events & festivals 60,7

3 Marketing activities 55,7

4 Partnership management 55,7

5 Tourism & Leisure 41

6 Strategic Planning 37,7

7 Economic Development 29,5

8 Evening economy management 23

9 Engaging with visitors 21,3

10 Finance & Funding 21,3

11 Retail Development 21,3

12 Physical Environment Improvements

21,3

Top 10 success factors in respondents’ job – Sweden only

Rank Area %

1 Retail Development 57,4 %

2 Events & festivals 55,3 %

3 Marketing activities 55,3 %

4 Engaging with visitors 53,2 %

5 Strategic Planning 51,1 %

6 Urban planning 42,6 %

7 Engaging with local residents 31,9 %

8 Partnership management 31,9 %

9 Engaging with local businesses 29,8 %

10 Tourism & Leisure 21,3 %

Top 10 success factors in respondents’ job – Poland only

Rank Area %

1 Engaging with local residents 67,4

2 Tourism & Leisure 62,8

3 Events & Festivals 53,5

4 Engaging with NGO’s and social enterprises

48,8



7 Administration 20,9

8 Finance & Funding 18,6

9 Education & Training 18,6


Top 10 success factors in respondents’ job – Greece only

Rank Area %




4 Partnership management 39,3 %

5 Administration 39,3

6 Engaging with local businesses 35,7 %

7 Engaging with visitors 35,7 %



10 Economic Development 25

11 Education & Training 25

Top 5 success factors in respondents’ job – Turkey only

Rank Area %




4 Education & Training 47,1


Top 5 success factors in respondents’ job – Czech Republic only

Rank Area %






What proportion of your area’s planned cultural activities target each of the key stakeholder groups (1/2)

Local residents Investors Local

businesses Students

cs-CZ 100,0% 15,4% 38,5% 76,9%

el-GR 100,0% 57,1% 85,7% 57,1%en-GB 98,3% 46,7% 86,7% 55,0%

pl-PL 93,0% 46,5% 55,8% 46,5%

sv-SE 56,5% 10,9% 45,7% 15,2%tr-TR 76,5% 70,6% 68,8% 64,7%

Responses: „Quite a lot” and „All of them”

What proportion of your area’s planned cultural activities target each of the key stakeholder groups (2/2)

Tourists (foreign)

Tourists (national)

Business tourism

organisations

Religious tourism

organisationsOther

cs-CZ 53,8% 84,6% 30,8% 15,4% 23,1%

el-GR 78,6% 89,3% 71,4% 57,1% 28,6%

en-GB 48,3% 71,7% 48,3% 25,0% 11,7%

pl-PL 53,5% 76,7% 32,6% 30,2% 25,6%

sv-SE 42,6% 41,3% 23,9% 6,5% 17,4%

tr-TR 76,5% 76,5% 88,2% 52,9% 47,1%

Responses: „Quite a lot” and „All of them”

Managing a destination vs. Marketing a destination

% of replies: Strongly agree + agree

Managing a destination well is just as important as marketing it successfully

86,6

Respondent’s highest level of education attainment - overall and all countries

Level Overall %

% in UK

% in Sweden

% in Poland

% in Greece

% in Turkey

% in Czech R.

Masters degree or higher

40,2 % 23 21,3 88,4 25 47,1 53,8

Post-graduate diploma

17,2 % 16,4 42,6 4,7 10,7 5,8 0

University graduate

30,1 % 36,1 25,5 4,7 57,1 47,1 23,1

Vocational qualification or completed secondary school

10 % 19,7 6,4 2,3 7,1 0 23,1

None of the above

1,9 % 3,3 4,3 0 0 0 0

Lack of reply 0,5 % 1,6 0 0 0 0 0

Further considerations

• Is town centre management in the UK is reaching maturity in terms of age?

• Why are place branding and place marketing strategies used more often by place managers than by tourism managers?

• Urban planning and retail development are far more important in Sweden than anywhere else – why?

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