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PowerPoint slides for The Tourism System 7th ed. by Robert C. Mill and Alastair M. Morrison, published by Kendall/Hunt, 2012.
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The Tourism System 7th edition
Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
Robert C Mill and Alastair M Morrison © 2013 1
© 2013
1
Part 1. Destination: Planning, Developing, and Controlling
Tourism An identification of the procedures that destination areas follow to set policies,
plan, control, develop, and cater to tourism, with an emphasis on sustainable
tourism development.
Part 2. Marketing:
Strategy, Planning, Promotion, and Distribution
An examination of the process by which destination areas and tourism businesses market services and facilities to potential
customers with an emphasis on the effective use of promotion and distribution channels.
Part 3. Demand: The Factors Influencing the Market
A consumer behavior approach to market demand emphasizing the internal and
external influences on travelers including needs, motivation, and perception; the alternatives to travel; the marketing by tourism organizations; and the process
by which travelers make buying decisions.
Part 4. Travel: The Characteristics of Travel
A description and analysis of major travel
segments, travel flows, and modes of transportation used.
PART 1 DESTINATION
Chapter 1 Destination Mix
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The Tourism System 7th edition
Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
Robert C Mill and Alastair M Morrison © 2013 2
Copyright - VisitScotland/ScottishViewpoint
Contents Explores the destination mix concept and its
component elements. Explains the relationships among the destination mix
elements. Identifies the strengths and deficiencies of a tourism
destination area.
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Purpose Students will be able to identify the strengths and weaknesses of a tourism destination.
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The Tourism System 7th edition
Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
Robert C Mill and Alastair M Morrison © 2013 3
Learning Objective 1: Interdependencies in the Destination Mix Explain the interdependencies between the five destination mix elements.
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The Destination Mix The destination mix consists of five elements: Attractions Facilities Infrastructure Transportation Hospitality resources
Attractions are the central aspect of tourism. They generate demand for all other elements. All elements must be present for a destination to be successful.
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The Tourism System 7th edition
Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
Robert C Mill and Alastair M Morrison © 2013 4
Copyright - VisitScotland/ScottishViewpoint
Learning Objective 2: Destination Mix Element Structure Identify the important elements of attractions, facilities, infrastructure, transportation, and hospitality required for a tourism destination.
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Attractions Draw people to them Can be developed almost anywhere Primary attractiveness of a destination
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The Tourism System 7th edition
Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
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Attractions: Scope Primary Destination #1 motivation for tourist visits Aims at satisfying visitors over a span of
several days Secondary or Stopover Destination Attracts visitors for a shorter span of days Interesting stop on way to primary destination
Destinations can be both primary and secondary at the same time, for different segments of the market
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Attractions : Ownership Government: Owns 85% of U.S. outdoor recreation lands Primary motivation not always tourism
Non-profit: Preserve attractions, can mean great things for
tourism May back out if the venture becomes too
commercialized Private: For-profit Short-run profit maximization may be detrimental
to the long-term success of the destination
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Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
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Attractions : Permanency Site attractions Long duration Cannot be moved
Event attractions Shorter duration Can be moved Cost less to develop than site attractions
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Attractions: Drawing Power From how far away can the attraction draw visitors? Designations: Local State/Province/Territory Regional National International
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Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
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Attractions: Natural Resources Landscape and scenery: What is the human imprint? Is it detrimental?
Visitor’s viewpoint: natural resources are free of charge
Variety can be more attractive than sheer impressiveness: Varied landscape (Great Britain) may draw more
visitors that a single great feature (the Alps) cannot
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Attractions: Climate Though climate is a big seller, the destination must be
accessible as well The destination should offer something that visitors
cannot get at home Visitors like to be kept informed of the bad weather
conditions that they have left Recreational facilities: The destination should have a variety of options, not
just a single option
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Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
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Attractions : Culture Today’s way of life is tomorrow’s culture To be attractive, the destination must advertise its
culture as radically different from the visitor’s home culture
To U.S. tourists, historical culture is extremely appealing: The Amish (“Pennsylvania Dutch”) Western ranch country (“Cowboys”) Colonial Williamsburg
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Attractions: Historical Resources War: Battlefields, monuments (“dark tourism”)
Religion: Churches, shrines, pilgrimages
Habitation: Houses of famous historical or cultural figures, or
dwellings that replicate historical living conditions Film-induced tourism: Lord of the Rings in NZ Government: Seats of government, museums
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Chapter 1
The Destination Mix
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Attractions : Ethnicity Abroad: First-generation travelers:
Stay with friends, family. Spend less Non-first-generation travelers:
Often wish to visit the “home country” Spend more on creature comforts
At home: Ethnic festivals Attractions of the home state:
Friends, family, sentimental value
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Attractions: Accessibility Some destinations owe popularity to high accessibility
(Brighton in UK vis-à-vis London) Measured in: Time Cost Frequency Comfort
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The Tourism System 7th edition
Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
Robert C Mill and Alastair M Morrison © 2013 10
Copyright - VisitScotland/ScottishViewpoint
Development and Design of Attractions Services and facilities: Tend to grow up around the attraction If an area is already developed, it may affect the
placement of a new attraction Attraction clustering: Visitors desire to do more in one place Destination more likely to satisfy more people Destinations arrived at by boat, plane or train are
more likely to develop clusters of attractions
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Development and Design of Events Reasons for staging events: Celebrate holidays, seasons, historic events Make money Provide cultural or educational experiences Generate community pride
Objectives must be set and agreed upon: Ranking helps to resolve subsequent conflicts Helps identify the most important objectives
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The Tourism System 7th edition
Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
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Facilities Tend to support rather than induce growth If the level of services is lacking, the destination will
not be considered by the visitor Facilities can be the attraction: Example: a resort hotel that draws visitors and
satisfies their needs Burj Al Arab Hotel in Dubai
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Facilities : Lodging Sleeping accommodations: Anywhere from a five-star hotel to a campground Almost half of U.S. visitors stay at a friends’ or
relatives’ places Mode of transportation affects lodging:
Wagons – inns a day apart Automobiles – the appearance of the motel Planes, trains etc. – clusters of hotels around
stations and airports
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The Tourism System 7th edition
Kendall Hunt Publishing Company
Chapter 1
The Destination Mix
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Copyright - VisitScotland/ScottishViewpoint
Facilities : Food and Beverages Much of tourist spending is on food and beverages Menus may be designed to incorporate local foods to
lower costs and increase visitor interest Note: food may also be an attraction! Example: seafood
at Jimbaran Beach in Bali
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Facilities : Support Industries Catch-all category which includes duty-free shops,
laundries, guides, festival areas, recreational facilites Tend to be small businesses To help develop support industries: Enforce zoning and operating regulations Control ownership of facilities by leasing them to
individual entrepreneurs
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The Destination Mix
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Infrastructure Water Power Communication
© 2013
Sewerage/drainage Health care Security
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Transportation Modes: how can you get there? Road, sea, air, rail
Ways: how do you travel there? Roadways, seaways, airways, railways Highway and motorway systems
Terminals Coordination between air, rail and buses essential
Technology Intelligent Transportation Systems (ITS) help
coordinate ground transportation
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The Destination Mix
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Hospitality Resources The “general feeling of welcome” a visitor experiences Hospitality training: Attitude toward self Attitude toward others Attitude toward subject matter
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Teaching Specific Resources Training people to adopt certain behaviors may affect
their attitudes Special sessions where employees act out hospitable
behaviors may help them on the job
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The Destination Mix
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Community Awareness Programs Benefits of tourism need to be made relevant to
members of the community Community needs to be made comfortable with tourism
activities Members of the community need to understand the
visitor
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Authenticity and Cultural Commodification Authenticity is a Western concept associated with past
and contrasting with modernity When local culture is turned into an attraction for
tourists, it becomes a commodity Cultural commodification can lead to a loss of
authenticity “Keeping the old ways” may mean lack of community
economic development But tourism can make people more proud of their culture
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Kendall Hunt Publishing Company
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The Destination Mix
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Learning Objective 3: Destination Competitiveness Identify the crucial elements that make a destination competitive.
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Competitive Destinations: Definition “What makes a tourism destination truly competitive
is its ability to increase tourism expenditure, to increasingly attract visitors while providing them with satisfying, memorable experiences, and to do so in a profitable way, while enhancing the well-being of destination residents and preserving the natural capital of the destination for future generations” (Ritchie and Crouch)
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The Destination Mix
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FutureBrand: Country Brand Index (CBI) Attractions Authenticity Culture Ethos Geography Infrastructure Governance Economy
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Destination Competiveness Models (Dwyer et al.): Destination management Nature-based resources Heritage resources Quality service Efficient public services Tourism shopping Government commitment Location and access E-business Nightlife Visa requirements Amusement/theme parks
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Chapter 1
The Destination Mix
Robert C Mill and Alastair M Morrison © 2013 18
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Destination Competitiveness Models (Pine & Gilmore): Active participation Passive participation Absorption Immersion
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Destination Competitiveness Models (Ontario): Product: Distinctive core attractions Quality and critical mass Satisfaction and value Accessibility Accommodation base
Performance: Visitation Occupancy and yield Critical acclaim
Futurity: Destination marketing Product renewal Managing within carrying capacities
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Chapter 1
The Destination Mix
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World Economic Forum Travel & Tourism Competitiveness Index (TTCI) (replaced Competitiveness Monitor) Sub-index A: T&T regulatory framework Sub-index B: T&T business environment and
infrastructure Sub-index C: T&T human, cultural, and natural
resources
See: http://gcr.weforum.org/ttci2011/
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Destination Competitiveness Models (Ritchie & Crouch) TOURISM COMPETITIVENESS = f Destination Appeal Destination Management Destination Organization Destination Information Destination Efficiency
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Chapter 1
The Destination Mix
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Destination Competitiveness Attributes (Crouch) Physiography and climate Mix of activities Culture and history Tourism superstructure Safety and security Cost/value Accessibility Special events Awareness/image
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Destination Management A measure of how effective the marketing and management
efforts are to maximize the positive attributes of the destination while minimizing the negatives or barriers.
Destination Organization A function of various internal organizational actions and the
creation of strategic alliances aimed at improving the destination’s attractiveness to tourists.
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The Tourism System 7th edition
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Chapter 1
The Destination Mix
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Determinants of destination attractiveness (Crouch & Ritchie) Natural features Climate Culture and social characteristics General infrastructure Basic services infrastructure Tourism superstructure Access and transportation facilities Attitudes about tourists Cost/price levels Economic and social ties Uniqueness
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Deterrents to visitation of a destination (Crouch & Ritchie) Security and safety (political instability; high crime
rate) Health and medical concerns (poor sanitation; lack of
reliable medical services) Laws and regulations (visa requirements; currency
controls) Cultural distance (inability to communicate;
restrictions on behavior)
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The Tourism System 7th edition
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Chapter 1
The Destination Mix
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Benchmarking (to gain competitive advantage)
Performance measurement (complaints; satisfaction levels; repeat visitor percentage, etc.)
Destination benchmarking: Internal (against prior performance) External (against similar destinations) Generic (against accepted international standards)
New Ideas: To improve visitor satisfaction that will result in a
competitive advantage
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THE TOURISM SYSTEM
© 2013
Chapter Summary Highlights
Chapter 1
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To be a successful tourist destination, there must be a blend of certain elements. Attractions are the most important of these elements as they are needed to bring people in. Destinations must also have adequate facilities, infrastructure, and transportation to make
visitors comfortable and safe. Hospitality on the part of local people helps ensure a satisfied customer who will want to
return. Competitiveness of a tourism destination is a function of the market segments targeted and the
product mix at the destination (destination mix).