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The 5 th UNWTO/PATA Forum on Tourism Trends and Outlook Guilin, China 26 th – 28 th October 2011...
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Transcript of The 5 th UNWTO/PATA Forum on Tourism Trends and Outlook Guilin, China 26 th – 28 th October 2011...
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The 5th UNWTO/PATA Forum on
Tourism Trends and OutlookGuilin, China 26th – 28th October 2011
FUNDAMENTALS & PRINCIPLES OF TOURISM PRODUCT DEVELOPMENTPeter Mac Nulty - Tourism Development International (TDI)
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ETC-UNWTO Handbookon Tourism Product Development
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• Defining Tourism Product Development
• Fundamentals and Principles
• Steps in the Tourism Product Development Process
• Case Studies
Contents
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Definitions, Influences and Determinants
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Defining Tourism Product Development cont.
FOCUS OF HANDBOOK ON PORTFOLIO OF THINGS FOR VISITORS
TO SEE AND DO.
Active pursuits such as sports, water-based activities, hiking/ walking/cycling etc.,
Pastimes related to natural and cultural heritage, organised entertainments, health and wellness; and
Recurring festivals and events.
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Destination competitiveness
Demand/customer patterns and segments
Resources
Supportive industries
Industry structure
& rivalry
Co
mp
etitor p
erform
ance
Key success factors & capabili-
ties
Vision, goals,
objectives and core
strategiesPositio-ning and branding strategy
Target market
strategy
Target Market
Product
PlacePrice
Promotion
Institu
tion
al Man
agem
ent an
d
Mo
nito
ring
Macro environment: Technological Economic Political Socio-cultural Natural
Where are we and how well do we compare?
Where would we like to be? How do we get there? Stay ahead?
Inte
grated
Imp
lemen
tation
F
ramew
ork
Development Programmes§ Spatial tourism Development plan § Projects§ Attractions § HR/awareness§ Infrastructure§ SMME /entrepreneurship§ Safety
Marketing programmes
Destination Tourism Development Framework
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Requirements of a Tourism Destination
Providing Infrastructure for Tourism
A successful Tourist Destination requires infrastructure
Accessibility
Attractions
Activities
Amenities
Ancillary Services
Transport System: Route, Terminals, Vehicles
Natural, man-made, artificial, purpose built, heritage
Things to do: outdoors/ indoors, land/ water/ air-based
Accommodation and catering facilities, retail and other tourist services
Banks, Telecommunications, Post, etc.
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The Tourism Destination and its Characteristics
Comprises many products within the overall destination,
Involves many stakeholders with differing objectives and requirements,
Is both a physical entity and a socio-cultural one,
Is a mental concept for potential tourists,
Is subject to the influence of current events, natural disasters, terrorism, health scares etc.,
Is subject to historical, real and fictitious events,
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The Tourism Destination and its Characteristics cont.
Is evaluated subjectively in terms of what represents value-for-money,
Reality compared with expectations,
Differs in size, physical attractions, infrastructure, benefits offered to visitors, and
Degree of dependence on tourism,
No two destinations can be treated the same, each offering its own unique and authentic attributes.
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Illustrates a number of unusual characteristics compared with other industries,
Tourism is a complex industry to plan and manage.
Tourism Value Chain
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Tourism Value Chain
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Tourism Value Chain - Parties directly involved
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Tourism Value Chain - Parties indirectly involved
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Economic
Technological
Political
Demographic
Globalisation vs. Localisation
Socio-Environmental Awareness
Living and Working Environments
Search for Authentic Experiences
Marketing
Safety of Travel
Variables influencing Tourism Product Development
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Fundamentals and Principles of Tourism Product Development
Planning
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3 Fundamental Issues needed before effective TPD can take place
Tourism Organisation and Institutional Structures
Inter-Agency Co-ordination
Comprehensive, Integrated and Inclusive Planning
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Key Principles in Tourism Product Development
Tourism Product Development should:
Be authentic and indigenous reflect the unique attributes of the destination.
Have the support of the host community.
Respect the natural and socio-cultural environments by not damaging these in any way.
Be differentiated from competitors, avoid “me too/ copy cat” developments.
Be of sufficient scale to make a significant economic contribution, but not so large as to create high economic leakage.
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Role of Government in TPD
Establish Conditions for Economic Growth, by Supporting Sectors with Competitive Advantage,
Create Appropriate Institutions, System of Inter-agency Coordination,
Intervention Range: Enabling Transport,
Training,
Provide Incentives,
Create Positive Image.
Wide Variation Depending on Priority Attached to Tourism,
Destination Marketing Primary Activity, TPD Minimal Activity.
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Steps in the Tourism Product Development Process
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Steps in the Planning Process
The Approach to identifying TPD Opportunities, & Creating Successful and Sustainable Developments in line with Market requirements, involves:
1. Establishing the present situation,
2. Identifying the opportunities, and
3. Prioritising destination’s tourism sector’s objectives.
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Tourism Area Life Cycle (TALC)
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Procedures in Tourism Product Development
Market Research
Market: Product Matching
Stakeholder Consultation & Collaboration
Tourism/Product Development Areas
Flagships/Hubs
Clusters/Circuits/Events
Product Portfolio & Investment Plan
Human Resource Development
Marketing & Promotion
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Case Studies
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Case Studies –Tourism Organisation
Department of Resources, Energy +Tourism (DRET)
Tourism Ministers Council (TMC)
Standing Committee on Tourism
Tourism Working Groups• Destination Management Planning• Digital Distribution• Indigenous Tourism• Industry Resilience• Investment and Regulatory Reform• Labour and Skills• Research and Development Advisory Board• Tourism Access• Tourism Quality Council Australia
The Australia Model
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Case Studies – Innovative Planning Approaches
Nordic Innovation Centre, Oslo/ Norway
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Case Studies – Innovative Planning Approaches
Bank of Tourism Potentials, Slovenia
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Case Study – Application of Market Research
Malaysia Rural Tourism Master Plan
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Case Study – Product – Market Matching
Circuit Development Transylvania, Romania
Sibiu
Black Church Brasov
Fortified Church of Biertan
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Greenville Product Development
Concept Plan, USA
Case Study – Community Consultations
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The Anjou Region, France
Case Study – Stakeholder Collaboration
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The South Carolina Tourism Action Plan, USA
Case Study – Tourism Product Development Areas
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The Archabbey of Pannonhalma, Hungary
Case Study – Flagship Attraction
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The Guggenheim Museum, Bilbao, Spain
Case Study – Urban Regeneration
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The Route of Santiago De Compostela, Spain
Case Studies – Routes and Trails
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Palace on Wheels project , India
Case Studies – Routes and Trails
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Mekong Discovery Trail, Cambodia
Case Studies – Routes and Trails
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The St Patrick’s Festival in Ireland
Case Study – Festivals and Events
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Case Study – Guizhou Province, China
Guizhou Province
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Case Study – Guizhou Province, China
Mount Fanjing – Environmental and Eco-tourism Development Strategy
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Case Study – Guizhou Province, China
Huangguoshu Falls – Upgrading Development Plan
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Case Study – Guizhou Province, China
Village Cluster And Bala River Rural Tourism – Development Plan for ethnic minority villages
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Case Study – Guizhou Province, China
Zunyi Conference Local Area – Improvement Plan
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Case Study – Guizhou Province, China
Project Impacts And Outcome
• Forward leap of tourism development in Guizhou since Master Plan benefitting local people struggling from poverty in most remote areas,
• 100 specific tourism plans have been produced based on Master Plan guidance,
• Guizhou’s efforts receiving attention from other provinces following China Central Government Policy on poverty alleviation in rural areas,
• Multiplier effect spreading wealth to grassroots communities,
• Tourism Income has grown from 10.64 billion Yuan RMB (EUR 1.12 billion) in 2002 to 80.52 billion Yuan RMB (EUR 8.6 billion in 2009),
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3 Fundamental Issues needed before effective TPD can take place
Tourism Organisation and Institutional Structures
Inter-Agency Co-ordination
Comprehensive, Integrated and Inclusive Planning
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Thank you for your attention !
Peter Mac Nulty- Managing Director, Tourism Development International
October 2011