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DESTINATION MANAGEMENT
Trying to make ends meet
Henrik HalkierProfessor of Regional and Tourism Studies
Aalborg UniversityDenmark
[email protected]://www2.ihis.aau.dk/~halkier/
Henrik HalkierAalborg UniversityDenmark
DESTINATION MANAGEMENT
Trying to make ends meet
Henrik HalkierAalborg UniversityDenmark
DESTINATION MANAGEMENT
Trying to make ends meet
1. Destination management: Problems & solutions ?
2. Actors and processes in destination development
3. Destination management: A conceptual framework
4. Strategic options in destination development
5. Case: Whole-year tourism in Mariagerfjord
http://www2.ihis.aau.dk/~halkier/
DESTINATION MANAGEMENT
Trying to make ends meet
Destination development policy
From Easton to … policy analysis
Easton’s model of the political system.Source: David Easton, A Systems Analysis of Political Life, New York 1965, p 32.Easton’s model of the political system.Source: David Easton, A Systems Analysis of Political Life, New York 1965, p 32.
Source: Inspired by inter alia Ham & Hill, Jenkins, Sabatier, Parsons, Winter – Elaborated on the basis of Henrik Halkier: Institutions, Discourse and Regional Development, Brussels: PIE Peter Lang, 2006, chapter 3.
Political environment
Public actors
Private actors
Discursive terrain
Implementing organisation
Political sponsor
Organisation
Policy design
Economic & socio-cultural environment
Public actors
Private actors
Cultural patterns
Discursive terrain
Policy target
Firms
Organisations
Public authorities
Tourists
PROBLEM DEFINITION
POLICY OUTCOME
Destination development policy
From Easton to … policy analysis
1 Policy formulation
* problem identification* agenda setting
2 Policy design * deciding objectives* considering alternatives
3 Implementation * resources* instruments* effects
4 Evaluation * effects* policy change?
Destination development as a PROCESS
Analysing policy discourse in practice
ASSUMPTIONAL ORDERS
Topographical inside/outside up/down
Temporal past/future cause/consequence
Strategic subject/object assistant/opponent
Sour
ce:
Insp
ired
by
inte
r al
ia K
osel
leck
and
Å
kers
trøm
And
erse
n –
Ela
bora
ted
on th
e ba
sis
of
Hen
rik
Hal
kier
: Ins
titu
tion
s, D
isco
urse
and
Reg
iona
l D
evel
opm
ent,
Bru
ssel
s: P
IE P
eter
Lan
g, 2
006,
cha
pter
3.
Social geography a problem where? a problem for whom?
Policy design in what sense a problem? ways of addressing problem?
Policy process who is active/passive? who helps/gets in the way?
Service strategies Target group: existing tourists means: on-site information risk: limited result: status quo
Promotion strategies Target group: similar tourists means: external promotion risk: competitive product? result: expansion
Innovation strategies Target group: other tourists means: (firm) projects risk: mis-investment result: new experiences
Destination developmentSTRATEGIC OPTIONS
All-year tourism in MariagerfjordSURELY, THIS IS CRAZY ?
Situation in brief costal leisure tourism important in Denmark North Jutland leading in terms of overnight stays seasonality very pronounced – light/dark months prolonging season a long-standing policy goal
… maybe a new chance through national initative coordinated efforts with many initiatives/actors Mariagerfjord maybe able to move towards all-
year tourism
All-year tourism in MariagerfjordSURELY, THIS IS CRAZY ?
THE LOCAL CHALLENGE 1Coordination, coordination, coordi…
Firms & attractions
Tourists
Citizen
Local authority & tourist association
ServicePromotion
Product developmentExpansionPartnership Involvement
Region, state, EU ...
FinancePartnership
Central challenges development of new experiences making existing experiences visible
Different options – or mutually supportive? small sensations, slow hollidays? the Las Vegas of the north?
THE LOCAL CHALLENGE 2Attractions in the dark days ?