Measuring Destination Performance
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Transcript of Measuring Destination Performance
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Measuring Destination Measuring Destination PerformancePerformance
Peter Lane DP:UKPeter Lane DP:UKEUTO 2008EUTO 20082525THTH Sept Sept
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Topics To Be CoveredTopics To Be Covered
An overview of measurement and the tools An overview of measurement and the tools usedused
What prompted greater activity in the UKWhat prompted greater activity in the UK The response – DP:UKThe response – DP:UK Other initiativesOther initiatives
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The Guiding PrincipleThe Guiding Principle
If you can’t measure it how can you If you can’t measure it how can you manage manage it?it?
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The quality of a “tourism experience”The quality of a “tourism experience”
Tourist NEEDS and WANTSTourist NEEDS and WANTS
QUALITYQUALITYReality = ExpectationsReality = Expectations
Services & Activities
The experienceThe experience
The Reality
Expected Benefits
Expectations before travelExpectations before travel
Expectations
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Quality LoopQuality Loop
users satisfaction measurement Output measurement
Expected quality Targeted quality
Perceived quality Delivered quality
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QSP SystemQSP SystemLodging
Tourist Attraction
Entertainment
Shopping
Beaches
Services
Tourist Satisfaction
Probability of Return
Frequency of Return
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Un Cliente Satisfecho Es Un Cliente LealUn Cliente Satisfecho Es Un Cliente Leal
%RETENCION
100%
80%
60%
40%
20%
Muy insatisfecho Muy satisfecho
GRADO SATISFACCIONGRADO SATISFACCION
1 2 3 4 5
Zona de defeccion
“Terrorista”
Z. de aprecio
Zona de indiferencia
“Apostol”
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Filling the GapsFilling the Gaps
Visitors’ perception of what they receive
More effective More effective communication of communication of accurate images accurate images and messagesand messages
Better market research and customer feedbackBetter market research and customer feedback
Closer working between all players with a strategy forCloser working between all players with a strategy for
Regular inspections, quality control, improvementRegular inspections, quality control, improvement
Better communication, labelling and informationBetter communication, labelling and information
Visitors’ expectations
Managers’ perception of visitors’ needs
Setting quality standards for services and facilities
Actual quality provided
product development and product development and agreement on targets and agreement on targets and standardsstandards
schemes and trainingschemes and training
services for services for visitorsvisitors
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Community benefits without conflict
Improved enterprise performance
Increased income/employment
COMMUNITYCOMMUNITY
VISITORSVISITORS
TOURISM TOURISM ENTERPRISESENTERPRISES
Intact or improved environment
DESTINATION
Satisfied customers
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Tourism Value ChainTourism Value Chain
Pre visit image/ messages
Pre visit information
Making Bookings
Initial welcome
Information in
destination
Places to stay
Places to eat
Journey to destination
Attractions and amenities
Infrastructure and environment
Farewell and return journey
After visit contact and memories
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Leadership ModelLeadership Model
Leadership
10%
People Managemen
t9%
Policy and Strategy
8%
Resources9%
Enablers
Processes14%
People Satisfaction
9%
Customer Satisfaction
20%
Impact on Society 6%
Results
Business Results
15%
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Specific ActivitiesSpecific Activities• Volume and Value measurement• Visitor surveys• Tourist Information Centre Data• Destination Benchmarking• Data sharing eg European Cities
Marketing
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Catalyst for Action in EnglandCatalyst for Action in England
The Best Value ProcessThe Best Value Process
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“The continuous search by a council to improve the quality,
efficiency and effectiveness of all its activities for the public”
What is/was Best Value ?
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THE MANTRATHE MANTRA
4 C’s4 C’s
CC
CC
EEE
3 E’sNot forgetting the
FF
2 F’s
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PRINCIPLES OF BEST VALUEPRINCIPLES OF BEST VALUE Radical reappraisal of all services by Radical reappraisal of all services by
reference to a common framework known reference to a common framework known as the four Cs.as the four Cs.
ChallengeChallengeCompareCompareConsultConsultCompeteCompete
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Supported by:Supported by:
The three EsThe three Es EconomyEconomy EfficiencyEfficiency
EffectivenessEffectiveness What matters is what works.What matters is what works.
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•There was no hiding There was no hiding placeplace
What did it mean for Local What did it mean for Local Authority services ?Authority services ?
•There was no hiding placeThere was no hiding place
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Hence the two F’sHence the two F’s
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The Local Authority ResponseThe Local Authority Response
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Destination Performance - UKDestination Performance - UK
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VISIONVISION
To achieve a coherent network of To achieve a coherent network of local authority tourism organisations local authority tourism organisations operating in accordance with the operating in accordance with the principles of best practice. principles of best practice.
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MissionMissionTo improve the quality of tourism provision To improve the quality of tourism provision
amongst local authority tourism amongst local authority tourism departments and destination management departments and destination management
organisations by offering advice on the organisations by offering advice on the components of best practice and components of best practice and
encouraging the sharing of comparative encouraging the sharing of comparative information.information.
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ObjectivesObjectives > To work at a national level with the Audit Commission > To work at a national level with the Audit Commission
and DCMS to draw up performance indicators and measures and DCMS to draw up performance indicators and measures > To work with other like-minded national and regional > To work with other like-minded national and regional
organisations to assist destination development by providing organisations to assist destination development by providing support, comparative data, advisory publications and case studies support, comparative data, advisory publications and case studies
> To develop a national network of similar destinations with a > To develop a national network of similar destinations with a shared agenda shared agenda> To be recognised as a strategic group for issues relating to > To be recognised as a strategic group for issues relating to tourism performance and policy tourism performance and policy
> To act as a platform for consultation and comment on tourism > To act as a platform for consultation and comment on tourism performance and policy performance and policy
> To act as a catalyst for discussion of such issues amongst > To act as a catalyst for discussion of such issues amongst relevant organisations relevant organisations
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MEMBERSHIPMEMBERSHIP
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Specific ActivitiesSpecific Activities
Performance Management / Baseline Performance Management / Baseline ResearchResearch Group MeetingsGroup Meetings Advisory PublicationsAdvisory Publications Web site (www.dpuk.org.uk)Web site (www.dpuk.org.uk)
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The FutureThe Future
Partners for EnglandPartners for England English Tourism Intelligence PartnershipEnglish Tourism Intelligence Partnership The importance of place makingThe importance of place making Delivery of tourism servicesDelivery of tourism services Performance management Performance management
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European DimensionEuropean Dimension
Tourism Sustainability Group and Report Tourism Sustainability Group and Report QualityQuality CompetitivenessCompetitiveness SustainabilitySustainability EmploymentEmployment Data Data Knowledge sharingKnowledge sharing
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What Next?What Next?