TOURISM DEVELOPMENT Making three ends meet

1
TOURISM DEVELOPMENTMaking three ends meet

• Henrik Halkier
• Professor of Regional and Tourism Studies
• Aalborg University
• Denmark
• halkier_at_ihis.aau.dk
• http//www2.ihis.aau.dk/halkier/

2
TOURISM DEVELOPMENTMaking three ends meet

• Henrik Halkier
• Aalborg University
• Denmark
• halkier_at_ihis.aau.dk

3
TOURISM DEVELOPMENTMaking three ends meet

• Henrik Halkier
• Aalborg University
• Denmark
• halkier_at_ihis.aau.dk

4
TOURISM DEVELOPMENTMaking three ends meet

1. Introduction Actors in tourism development
2. Reasons to go / 1 Destination attractiveness
3. Reasons to go / 2 Image and experiences
4. Alternative strategies
5. Nothing special? Extending the season in a cool
   location

http//www2.ihis.aau.dk/halkier/
5
Tourists and tourismWHATS IN A NAME ?

• someone who moves away from home on a temporary
  or short-term basis for at least 24 hours,
  whether travelling in his or her own country
  (domestic tourism) or going to another country
  (international tourism)
• (Law, 1994 p.4).

6
Tourists and tourismWHATS IN A NAME ?

• Tourism may be defined as the sum of the
  processes, activities, and outcomes arising from
  the interactions among tourists, tourism
  suppliers, host governments, host communities,
  origin governments, universities, community
  colleges, and non-governmental organisations, in
  the process of attracting, transporting, hosting
  and managing these tourists and other visitors.
• (Weaver Lawton 2006, p.3).

7
Tourism developmentMAPPING A TRIANGLE
Public facilitators/ regulators
Private providers
Tourists
Source H. Halkier Regional turismeudvikling
mellem udbud og efterspørgsel, in Halkier et al.
(eds.) Regional turismeudvikling mellem udbud og
efterspørgsel, Aalborg Aalborg
Universitetsforlag, 2002, p 120
8
Reasons to go / 1DESTINATION PULL FACTORS

• Geographical proximity to markets
• Accessibility to markets
• Availability of attractions
• Availability of services
• Affordability
• Peace, stability safety
• Cultural links
• Positive market image
• Pro-tourism policies

9
Reasons to go / 1NORTHERN CHALLENGES ?
International tourism in Europe. Source
Calculated on the basis of World Tourism
Organisation 2005.
10
Reasons to go / 1NORTHERN CHALLENGES ?
11
Reasons to go / 2IMAGES OF OTHERS
-
Friendly images Investor appeal Dull images Indifference?
? Exotic images Tourist appeal Hostile images Enemy-making
12
Reasons to go / 2COMPLEX EXPERIENCES
Attraction Attraction
Cultural Natural
Organi-sation Individual Ruhr heritage Skaane film Achterhoek rural North DK coastal
Organi-sation Collective Antalya football Pilgrimage Antalya coastal Alpine skiing

• Attractions more/less possible to develop
• Organisation creates different ways to approach
  potential visitors

13
ALTERNATIVE STRATEGIES?
NEW COMMUNIKATION? NEW COMMUNIKATION?
No Yes
NEW EXPE-RIEN-CES? No Better service
NEW EXPE-RIEN-CES? Yes

• Hospitality
• Convenient/cheap transport
• Mouth-to-mouth information

14
ALTERNATIVE STRATEGIES?
NEW COMMUNIKATION? NEW COMMUNIKATION?
No Yes
NEW EXPE-RIEN-CES? No Better service More promotion
NEW EXPE-RIEN-CES? Yes

• Existing/new markets
• Digital convenience
• Analysis of competition?

15
ALTERNATIVE STRATEGIES?
NEW COMMUNIKATION? NEW COMMUNIKATION?
No Yes
NEW EXPE-RIEN-CES? No Better service More promotion
NEW EXPE-RIEN-CES? Yes More innovation

• New products/attractions/services
• Destination development, coordination
• Analysis of trends in demand?

16
ALTERNATIVE STRATEGIES?
NEW COMMUNIKATION? NEW COMMUNIKATION?
No Yes
NEW EXPE-RIEN-CES? No Better service More promotion
NEW EXPE-RIEN-CES? Yes More innovation Stronger brand

• Authentic and unique experiences
• Existing image as a challenge
• Relevance for all types of tourism?

17
NOTHING SPECIAL?Extending the season in a cool
location
18
NOTHING SPECIAL?Extending the season in a cool
location
19
NOTHING SPECIAL?Extending the season in a cool
location