International Tourism Management Presentation 4: Assess the strengths, weaknesses, opportunities and...
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International Tourism Management
Presentation 4:
Assess the strengths, weaknesses, opportunities and threats facing three visitor attractions of your choice and make recommendations
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Introduction Objectives Research Methods X-Games Natural Attraction in Dubrovnik Saltaire
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Objectives Do a SWOT for three visitor attractions Make recommendations Show the range of visitor attractions and… …their differences and similarities Look at the benefits of visitor attractions
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Research Methods The internet Tourist literature Local newspapers Brochures Visits
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THE X-GAMESTHE X-GAMES
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The Concept International X-treme sports event Summer and Winter events Top athletes compete Attracts state funding and corporate
sponsorship
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Summer events Aggressive Inline Skating Moto X Stunt Bikes Skateboarding Speed Climb Wakeboarding
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Winter events Skiing Slopestyle Snowboarding (X and Slopestyle) Superpipe Ultracross Hillcross Moto-X Big Air Aggressive Inline Skating Skiing Superpipe
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How it Works Free entry to all the events Large cash prize attracts top athletes Corporate sponsorship and state funding First come first served Staffed by volunteers Publicised by ESPN and partners in US Family orientated
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Strengths 250.000+ visitors each year Family friendly Environmentally friendlyFree entry to all the events Benefits for the state it is held in Attracts state funding ESPN Network for publicity Very popular among 6-17 year olds Interactive events Professional/ famous competitors
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Weaknesses
Attracts criticism from amateur extreme sports enthusiasts
Excess demand Workers are almost all casual Problems with timelines and logistics Possible environmental problems
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OpportunitiesGrowing marketWider recognition of sportTV channelsLaunch of global championshipBrand and franchise opportunitiesAmerican Patriotism
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ThreatsSuccess of TV coveragePossible fashion cyclesBoycotts by extreme sports groupsStrain between US and EuropeImage problem of the sports
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Image developmentNew employeesDevelop ticketing systemKeep searching for new sports
Recommendations
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SALTAIRE AND SHIPLEY
GLEN
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Saltaire Shipley Glen “Model” Victorian
Village 3 Art Galleries –
featuring David Hockney
Living village rather than museum
Attractive scenery Reached by Great
Britain’s oldest cable tram
Old-fashioned fun-fair
Small museum Nostalgia
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Why Consider Both? Linked history Opposite each other Face similar problems and opportunities Marketed together to some extent
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Shared Strengths Social history Located in beautiful area Good infrastructure and links Regeneration and sustainable development Websites Pubs, cafes, restaurants Brackenhall Countryside Centre
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StrengthsSaltaire: Open every day
except Christmas and Boxing Day
Free Admission 3 Art Galleries David Hockney Shopping The canal and river
Shipley Glen: Small museum Low admission charge Santa specials in
December Children’s funfair Souvenir shop and
Edwardian shop Beautiful area with
rocks and woods
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Shared Weaknesses Not in the Golden Triangle Local Attraction Image of Bradford amongst tourists Often promoted together with Bradford
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WeaknessesSaltaire: No promotion of
UNESCO world heritage site
Could be unrealistic view of Bradford
Free entry = less attractive Focused on Art galleries
rather than social history Only information is cheap
map
Shipley Glen: Only open Weekend
afternoons in winter Run entirely by volunteers Shares car park with local
Grammar Tourists don’t have to take
the tram Bad promotion amongst
different groups Lack of money for
investment
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Shared Opportunities “New industrial age” links Promote together with related tourist sites
in same area Festivals
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OpportunitiesSaltaire: Museum / Heritage
Centre UNESCO world heritage
site Untapped potential of site
including tours Interactivity Promote social history in
schools and universities
Shipley Glen: Nostalgia Attract climbers Private parties Increase opening times Souvenir shop Bigger museum Rebuild former
attractions
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Shared Threats Increasingly negative image of Bradford Train strikes Competition from Leeds and Yorkshire
Dales Gets boring after some visits
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ThreatsSaltaire: businesses in mill
move out no more income
Shipley Glen: Dogs Hard to control
visitor numbers Foot and Mouth Weather
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Recommendations Link the 2 sites together like Coal Mining
Museum & Yorkshire Sculpture Park Create Heritage Center like Port Sunlight:
• Displays include photos, models, information,… • Guided tours, self-guided tours, plaques on walls• Opportunity to charge for part of the experience
Create “day in the life of…” experience Literature, signposting and festivals
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Other recommendations Hold festivals Actively promote social history Educational activities Create interactive activities in museum /
heritage centre
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Conclusions International and local attractions Cultural, sports events and natural
attractions The benefits of tourist attractions to
surrounding area
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Croatian Coast Line: Dubrovnik
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Croatia
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Tourism industry in Yugoslavia before the conflict 5 million visitors a year Tourism represented 14% of GDP TALC: Institutionalisation stage
(Consolidation) Plog´s tourist types: near allocentrics Specialist tour operators & individuals( ?or
Mass tourism?) War began in 1992 until 1995
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Some figures 2.6 million arrivals in 1996 4.1 million in 1998 3.2 million in 1999 due to war in Kosovo,
close to Croatia After the ousting of Milosevic, lasting
stability led to rapid return of tourism to the region
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Dubrovnik Coastline
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Strengths Attractions
Geographical: bays, beaches, steep cliffs and densely wooded islands = natural beauties.
Weather: warm and dry summers, mild winters, sunniest town of southern Europe = equally attractive in all seasons.
Activities: one of the most attractive place to sail and dive, cruise tours, hiking, naturism, aquariums = best place to go for some activities (differentiation).
Cultural: Unesco world heritage site, oldest pharmacy in Europe, monasteries&palaces, political and cultural history (competition with Venice for example) = unique place to see some cultural facts.
Event: St Blaise festivities, Summer Festival, Cultural Festival = differentiation by the identity of the events (associated with Dubrovnik).
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Strengths Accommodation and Catering
• Infrastructure: from youth hostel to 5* hotel• Price&Service: good value on price, differentiation
with catering.
Transport• Infrastructure: airport, port, main road, railway • cheap service: cheap airlines and ferries, bus service
from Germany, car rental facilities = non-isolated city.
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Strengths Public sector support organisations
• Legal & Health constraints: only ID card needed, no medical constraints = easy to go there
• Services: Tourist centre, Dubrovnik Tourist Board, Dubrovnik Tourist Bulletin = structured tourist organisation.
• Promotion&Communication: Campaign “I love Croatia”, Member of European cities tourism, surveys&statistics, “Guide book for individuals” = involvement and support of the tourism industry
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Strengths Private sector support organisations &
economical support• Infrastructure: reconstruction of basic infrastructure• Workforce: high unemployment, low wages = hard-
working and low-paid working force• Financial system: cheap currency (Kuna), credit card
system well developed.• Services: good local partners• Promotion: website, brochures available online =
direct marketing
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Weaknesses Promotion
• Travel organisers: not a highlighted destination = lack of awareness
• Public & Private support organisation: low financial disposal = lack of communication
Image of Dubrovnik in western Europe• History: a new state created with a war = lack of safety ness• Political geography: a still instable area = lack of safety ness• Economy: an under developed country = lack of service• Infrastructure: a destroyed area or rebuild area = an ugly
place to stay, nothing to do
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Weaknesses Service
• Transport: low air traffic, low train traffic, lack of safety ness on the roads, corruption of border policemen = difficulties for a tourist to come
• Attractions: some of the cultural attractions have been destroyed
• Work force: 50% of turn-over = incompetence Political
• Inside Croatia: ethnical problems not solved• Outside Croatia: instability of the region (Montenegro,
Macedonia, Albania, Bosnia-Herzegovina)
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Threats Opportunities Strikes in Croatia Political instability
outside Croatia Maritime borders
dispute Competition with
other southern Europe countries
Strikes in Croatia Increasing prices in
Spain, Turkey, Tunisia, …
Increasing safety ness and stability
Privatisation bringing FDI in tourism sector
Increasing awareness with extension of EU
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Recommendation1. Identify the good target for Dubrovnik on
adequation with the strengths and opportunities.
2. Define a clear promotion campaign on this target.
3. Act and re-act depending the success of the action.
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Identify the good targetMain opportunities:Increasing transport possibilitiesTo become the best place for sailing, diving and naturism
Main threats:Political instabilityCompetition with other Southern Europe countries
Main strengths:Variety of natural attractionsCheap pricesWeather attraction
Main weaknesses:Lack of awarenessDifficult access
Adults between 30 and 50, income between 10k to 15k pounds, without children,
avoiding mass tourism and looking for sailing, diving and/or naturism in wild
islandsTraveller (Pearce 82)
They are not frightened by the image of Croatia and looking for
new places
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Promotion Campaign Specialist tour operator Organise sailing/ diving events Advertisements in magazines Create Tourism Offices around Europe
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Tourism nowadays …visitors a year TALC:Local Control Stage (Involvement) Plog´s tourist types: Near Psychocentrics Specialist tour operators & individuals
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Summary1. X Games
2. Saltaire / Shipley Glen
3. Croatian coast: Dubrovnik
4. Recommendations