Promotion

Transcrição

Promotion

Presentation time: 30 minutes
II TOURISM INTERNATIONAL CONGRESS OF LEIRIA AND OESTE
2008, 19th and 20th of November
The Good,
Good The Bad and the Ugly
Ugl Environment, Tourism and Marketing
Mário Passos Ascenção, PhD
Principal Lecturer
HAAGA-HELIA University of Applied Sciences
Helsinki, Finland
[email protected]
Acknowledgement:
This presentation is based on research carried out by the Marketing Research Unit and the Tourism Marketing Research
Group at University of Ulster. Fellow researchers are Professor David Carson; Professor Audrey Gilmore; Dr. Aodheen
O'Donnell; Lyn Fawcett and Darryl Cummins
THE
GOOD
THE GOOD
Nov. 20th, 2008
Page 2
THE GOOD
Nov. 20th, 2008
Page 3
THE BAD
Nov. 20th, 2008
Page 4
THE BAD
Nov. 20th, 2008
Page 5
THE BAD
Nov. 20th, 2008
Oil Spill in Ramlet Al-Baida at the southern edge of Beirut.
Page 6
THE UGLY
Nov. 20th, 2008
Page 7
THE UGLY
Nov. 20th, 2008
Page 8
MOTHER NATURE IS ALWAYS RIGHT!
Nov. 20th, 2008
Page 9
Storm-stained skies hover over the remains of a
mobile home demolished by a passing tornado.
Tornadoes kill about 60 people in the U.S. every year and
cause billions of dollars of property damage.
Nov. 20th, 2008
Page 10
A pick-up truck lies in a twisted heap in
Stockton, Missouri, after tornadoes plowed
through
h
h the
h area. Severe
S
storms pummeled
l d
Kansas, Missouri, and Tennessee from May 4
through May 11, 2003, killing 40 people and
causing about $2.2 billion in damage.
Nov. 20th, 2008
Page 11
A waterfall fed by glacial runoff tumbles
over sheer cliffs and into the turquoise
water of Admiralty Inlet on Baffin Island,
Nunavut, Canada.
Such moving
g water is among
g the most p
powerful
of nature's landscape-altering tools.
Nov. 20th, 2008
Page 12
SOME SIGNS OF OUR TIMES
the ‘best’
best rapper is white
th ‘b
the
‘best’
t’ golfer
lf iis bl
black
k
the 3rd best highest earning boxer, has not
fought for over 20 years
• in such weird, wonderful and worrying times,
where everything is possible, the only thing to
really fear is getting surprised
Nov. 20th, 2008
Page 13
SIGNS OF OUR TIMES
(The Vatican City has no airport, just a helipad used occasionally by the Pope)
• Vatican started flights to shrines
– In 2007 the Vatican launched a low-cost charter
flight service to transport pilgrims to holy sites
worldwide.
ld id
the inaugural flight went from Rome to Lourdes in France.
a small Italian airline, Mistral, provides the planes, with
the interiors decorated with sacred inscriptions such as:
– "I search for your face, Lord”.
Other destinations –
– Fatima in Portugal and Santiago di Compostela in Spain,
– the Holy Land, Poland and a Catholic shrine in Mexico.
Nov. 20th, 2008
Page 14
SIGNS OF OUR TIMES
("I search for your face, Lord”)
big business!
the BBC's David Willey in Rome says
– “religious tourism is already big business, with some 200
million Christian pilgrims expected to visit holy places in
different p
parts of the world this yyear.”
Nov. 20th, 2008
Page 15
ENDLESS SOLOS
• All over the world
world, people are exercising their
right to express themselves. At this very
moment,
an Indian IT entrepreneur is packing up his luggage to move
back home after a lucrative sojourn in Silicon Valley;
a Spanish
S
i h woman iis ttelling
lli g h
her h
husband
b d she
h iis ggoing
i g ffor a
cruise holiday with her female friends;
a graffiti-artist is spraying the words rap and hip-hop on a
19th century
t
b
building
ildi iin th
the centre
t off St P
Petersburg;
t b
a British teenager, unwilling to pay an extra £300 for a
sandwich and a beer, is booking a £10 airline ticket with
EasyJet;
an elderly Norwegian couple is buying a summer house in
Thailand.
Nov. 20th, 2008
Page 16
II’M
M WHAT II’M
M
Nov. 20th, 2008
Page 17
I’M, YOU’RE, (S)HE’S,
WE’RE NO MORE
• stop! look around and listen to the variety of
voices
– from We to I
• express yourself!
• th
the new riff
iff ((rhythm)
h th ) pulls
ll us
(tourists/consumers) in improbable directions –
Bollywood via the Buena Vista Social Club to
Cristina Aguilera
Nov. 20th, 2008
Page 18
WHO AM ‘I’
I AS TOURIST?
Adventure
tourist
Wellness
tourist
Interior peace
tourist
Nov. 20th, 2008
Sports
tourist
All-inclusive
tourist
Solidarity
tourist
Nature
tourism
tourist
New “Jet Set”
tourist
“HyperTourism”
tourist
Page 19
AN AGE OF ABUNDANCE WITH A SURPLUS
OF ‘SIMILAR’
• over-capacity
over capacity is the norm in most tourist destinations
and tourist businesses
– attractions, airlines, cruises, hotels, restaurants, etc.
• more products and services available,
– more is not equal
q
to g
greater varietyy or wider choice
• products and services are often becoming more and
more similar (e
(e.g.
g over 20 of service quality)
• Co
Commoditisation
od t sat o days a
are
e here…
e e…
Nov. 20th, 2008
Page 20
IS THIS MONTENEGRO, SPAIN, THAILAND
OR ?????? OH! IT IS THE ALGARVE!
Nov. 20th, 2008
Page 21
ME-TOO
ME
TOO / COPYCATS
• Destinations do business in a market where there is
endless individual choice
– City Break: Where should I go for my next? … Golf …?
• 2-ways:
– Copy
C
the
h others
h
– Create your own future
• Benchmarking and Best Practices will merely get you
to the middle.
• Sadly, most imitate – few create, innovate!
Nov. 20th, 2008
Page 22
THE NEW TOURIST (CONSUMER) IS
A DEMANDING DICTATOR
• Experienced
Experienced, savvy
savvy, sceptical
sceptical, sophisticated
sophisticated, smart
smart,
sated tourists…
• In effect, power is now being transferred from service
producers/providers to tourists (consumers)
• Tourists (Consumers) are in charge (destinations fault!)
• Yet, few destinations have realised the full
consequences of this paradigm shift?!
Nov. 20th, 2008
Page 23
1989, 1999, 2009!
Nov. 20th, 2008
Page 24
O Tourist, Where Art Thou?
AUSTRALIA
(So Where the Bloody Hell Are You?)
Nov. 20th, 2008
Page 26
CAN’T STOP IT!
(Tourism among the fastest growing industries in the world)
• Number of travellers increasing
g
around 4% per year (EU only
around 3%)
International tourist arrivals (millions)
• 2007 the # of travellers is over
800 million
1800
1600
• Byy 2020 the number of travellers
is expected to be 1,5 billion
– In 2020 global tourism turnover
approx. 35 billion per day
Nov. 20th, 2008
1200
1000
800
• Domestic tourism vs international
tourism (e.g. in Finland)
– Number of travellers 10:1
– Tourism
T i
receipts
i t 4
4:1
1
1400
600
400
200
0
1950 1960 1970 1980 1990 2000* 2010* 2020*
Page 27
NOT ONLY THE AMOUNT, BUT ALSO THE
FORMS OF TOURISM ARE CHANGING
• The market is changing,
changing the demand is getting
more fragmented, and the speed of change is
accelerating
• For what kind of tourism products there will be
d
demand
d iin the
h near ffuture??
• Abilit
Ability tto sense changes
h
((signals/
i
l / ttrends)
d ) iis a
key competence in tourism
• Ability to innovate is fundamental
Nov. 20th, 2008
Page 28
SOME PATTERNS IN TOURISM
(Tourism is entering an age characterised by)
• moderating rates of growth
• intensified competition among destinations – smaller world
– competition – extreme travel / destinations
– new destinations coming to the market
Tadzikistan, Kazakstan, Montenegro, …
• a technology-driven marketplace (omnipotent IT)
– speeding up travel processes - all phases take less time, buying
decisions made at the last minute
– reservation systems
y
g
getting
g more p
popular
p
((internet))
any airline, hotel, etc.
– detailed information about consumer behaviour in destinations
database- relationship- marketing
Nov. 20th, 2008
Page 29
• greater deregulation and privatisation, encouraging
market forces to operate
– investments from other sectors in the tourism sector
• a tourism sector increasingly dominated by a small
number of large
g multi-national enterprises
p
– still, growing number of small entrepreneurs
• an increasing number of tourist product types
competing for a fragmented market
– more tailoring in product/service design
Nov. 20th, 2008
Page 30
HELLO OUTSIDER!
• Dove’s
Dove s Spa model
was conceived by
Dove’s parent
company Unilever
in the US in 2002.
2002
• 100 sites are
planned for UK
and Ireland
Nov. 20th, 2008
Page 31
• more, but shorter trips
– time poor - money rich, (maximum thrills in minimum time)
– work, living and free-time converging
– consumption of more expensive types of products
• more tourism from east to west ((China,, India,, …))
• 55+ more market (silver market)
• markets/segments: women, singles, gay, over-size,
impaired, Latinos, … bird
bird-watchers,
watchers, cyclists, …
Nov. 20th, 2008
Page 32
• from “segments”
segments to “tribes”;
tribes ;
– sub-cultures (B-boys / B-girls, Gothics, Manga, etc.)
• customers seeking novelty! finding extremes
(underground hotels, space tourism, etc.)
• customer involved in developing the product/
service
i
• experience
i
d
driven
i
– from ‘seeing’/gazing to ‘doing’/acting
Nov. 20th, 2008
Page 33
UNUSUAL PLACES
• Quinta Real Zacateca
(Zacatecas, Mexico)
– was once once a
bullring, now a luxury
hotel.
• Beckham Creek Cave
Haven (Parthenon,
(
,
Arkansas).
– A "luxurious cave"
may sound like the
ultimate
contradiction.
Nov. 20th, 2008
Page 34
FROM WHALE WATCHING TO SHARK
FEEDING
Nov. 20th, 2008
Page 35
FROM SAFARIS TO HUNTING SAFARIS
Nov. 20th, 2008
Page 36
Nov. 20th, 2008
Page 37
• travelling
– moving from place A to place B becoming part of
the experience
e.g. trains, airplanes, etc. will offer more services
(experiences) on-board
• theme travels
– theme businesses on the rise
• increasing importance of brands
Nov. 20th, 2008
Page 38
• more awareness and attention paid to the
growing impacts of tourism;
– sustainability from words to activities
business/ consumer attitudes/ values
• wellness & health tourism;
– rising rapidly due to changes in attitudes and aging
population
day-spas, wellness activities
• virtual reality showing the way?
Nov. 20th, 2008
Page 39
SUSTAINABLE HOTELS ?
• Starwood Capital Group
Group, announced on Oct.
Oct
19th (2006) the launching of "1" Hotel and
Residences
– the first luxury, eco-friendly global hotel brand.
The concept will combine the best of environmentally
sustainable architecture and interior design with
impeccable service and luxurious comfort. "1" will adhere
to green construction and
d operating principles
l and
d commit
to environmentally sensitive consumption of natural
resources.
Nov. 20th, 2008
Page 40
Nov. 20th, 2008
Page 41
CIUDAD DEL VINO
• Located in the heart of the Rioja wine region, the new complex
houses a hotel (with 43 modern, comfortable suites), a spa of
wine therapy, an exclusive restaurant, a meeting and conference
center, banquet halls, and a wine museum.
Inteerior of the hotel
Hotel Marqués de Riscal
• The Caudalie Vinothérapie® Spa with indoor swimming pool,
hammam, fitness, and a wide variety of massages and treatments
featuring "wine
wine therapy.
therapy "
Nov. 20th, 2008
Page 42
THEY’RE
THEY
RE BACK
• Day Spas
• Finnair to open new spa
and wellness center
• the
h G SSpa, N
New Y
York
k offers
ff
spa + nigh
i h
club - pools have zero edge
– meaning the sound of the water creates a
relaxing atmosphere
Nov. 20th, 2008
Page 43
* is computer user's representation of himself or herself
http://www.synthravels.com/
SHOWING THE WAY: SYNTHRAVELS
• a travel agency for virtual worlds.
– the first travel organization to offer a guide service to anyone who
wants to tour highly-hyped virtual worlds like Second Life or World of
Warcraft.
• a customer registers with Synthravels, picks a destination and
preferred day and hour for the trip.
– within
ithi a ffew d
days, h
he or she
h receives
i
an iti
itinerary b
by email.
il
• to prepare, a visitor has to download any software needed for the
virtual world and should also create an avatar*.
avatar*
• after logging in on the selected day and time, the visitor will find
an expert guide waiting to show them the ropes,
ropes from the basics
of manoeuvring to finding elusive and exclusive virtual hotspots.
Nov. 20th, 2008
Page 44
http://www.starwoodhotels.com/alofthotels/
ALOFT
• Aloft (starwoods hotels) is the world
world'ss first hotel brand
to place a replica inside a virtual world
• the
h h
hotel's
l' virtual
i
ld
developers,
l
El
Electric
i Sh
Sheep, started
d
off with 64 acres of raw virtual land, and are working
their way up to a beautifully landscaped island
featuring a full-fledged aloft hotel.
• each step of the design and
building process followed,
both in Second Life,, and via a
dedicated blog: virtualaloft.com
Nov. 20th, 2008
Page 45
SOON THEY WILL RULE – LOVE ECONOMY
The Millennials, or Generation Y, account for 11 per cent of the
European workforce and are defined as the younger university
universityeducated workers born between 1980 and 2000.
They have grown up with the internet and don't remember a
group
p is comfortable sourcing
g
world without it. This g
information from the internet, they communicate socially via
instant messaging, they shop online, and they are looking for
collaborative technology tools which help them to work better
and more productively with their colleagues.
colleagues
Nov. 20th, 2008
Page 46
NATURE-BASED TOURISM
Innovate or Evaporate!
• The only way for nature
nature-tourism
tourism businesses to
strive is to consistently innovate
– product/services and management
– this
thi iis particularly
ti l l iimportant
t t when
h
In very competitive markets as tourism now, or
courting the niche markets - high-end markets (luxury)
– e.g. the riche and super rich have always stood out
from everyone else,
the distance has shrunk, BUT They want to continue to
distance themselves.
Nov. 20th, 2008
Page 47
RED ALERT
• The Living Planet Index shows that wild species and
natural ecosystems are under pressure across all
biomes and regions of the world.
• The direct, anthropogenic threats to biodiversity are
often grouped under five headings:
– habitat loss, fragmentation or change, especially due to
agriculture
– overexploitation of species, especially due to fishing and
hunting
– pollution
– the spread of invasive species or genes
– climate change.
Nov. 20th, 2008
Page 48
Nov. 20th, 2008
Page 49
Nov. 20th, 2008
Page 50
Go before it's too late.
Advertising Agency: Saatchi & Saatchi, Copenhagen, Denmark
Creative Director: Simon Wooller
A t Directors
Art
Di t
/ Copywriters:
C
it
Cliff K
Kagawa H
Holm,
l Sil
Silas JJansson
Released: May 2006
Nov. 20th, 2008
Page 51
*Future World Travel – Centre for Future Studies and Churchill Insurance
DEVELOPED MARKETS/ATTRACTIONS
• Growing trends
trends*::
– popular destinations becoming swamped with too
many visitors
– famous sites will have to limit visits to prevent
damage
– areas of environmental significance are reaching
capacity now
– move to ‘cap’ the number of visitors
• Tourism Marketing can/must prevent such
restrictions
Nov. 20th, 2008
Page 52
ALL MARKETERS ARE LIARS
Nov. 20th, 2008
Page 53
Marketing
g Attacks!
The
h Invasion
i Begins…
i
Broadening the Concept of Marketing
• “Marketing
g is a relevant discipline
p
for all
organisations insofar as all organisations
can be said to have customers and
products.”
Kotler & Levy (1969, pp. 10-15)
10 15)
Nov. 20th, 2008
Page 55
Broadening the Concept of Marketing
…
Nov. 20th, 2008
Page 56
Marketing of Tourism
(Leisure, Travel, Hospitality, etc.)
Nov. 20th, 2008
Page 57
THE GREAT BARRIER REEF, AUSTRALIA
Nov. 20th, 2008
Page 58
THE GRAND CANYON, US
Nov. 20th, 2008
Page 59
THE PYRAMIDS OF, EGYPT
Nov. 20th, 2008
Page 60
NATURE OF CHARACTERISTICS OF TOURISM
MARKETING
• balance in the:
– influence of Governments
– influence of Environmentalists
– imbalances in Tourism Marketing
Nov. 20th, 2008
Page 61
THE ‘BALANCE’
BALANCE THREE PLATFORMS
• Nature-Tourism Development
Development*::
– to protect and improve the environment
– to ensure economic security for everyone
– to create a more equitable and fairer society
* Bruntland Report - World Commission on
Environment and Development 1987
Nov. 20th, 2008
Page 62
THE ‘BALANCE’
Environmental
Issues
Maximized
Minimized
Maximized
Social Issues
Minimized
Maximized
Economic Issues
Minimized
BALANCED
Plans, Objectives
Perspectives
All Perspectives
OPTIMISATION
Nov. 20th, 2008
All Perspectives
p
Page 63
ENVIRONMENTAL
ISSUES
Maximized
Minimized
Typical Examples of Environmental Objectives
·
no increase in car parks
·
reduce the number of car visitors
·
restrict/minimise the size of visitor centres
·
path restrictions/closures
·
build restrictions at site and surrounds
·
promote the ‘science’
science of the environment
·
protect the site
Nov. 20th, 2008
Page 64
Maximized
ENVIRONMENTAL
ISSUES
Minimized
/
/cont
tT
Typical
i lE
Examples
l off E
Environmental
i
t l Obj
Objectives
ti
•
reduce, suppress any mass tourist infrastructure
adjacent
dj
t to
t the
th site
it that
th t will
ill attract
tt t ttourists/visitors
i t / i it
off
a more general disposition
•
impose a singular perspective on the wider surrounds
and approaches, that of, no development and indeed
suppression of any kind of development in these areas.
•
impose a singular view of what a site is for
for, and for
whom it is to be made available
Nov. 20th, 2008
Page 65
ENVIRONMENTAL
ISSUES
Maximized
Minimized
/cont Typical Examples of Environmental Objectives
•
enlarge the site (as part of further protection)
•
reduce the number of visitors and in some cases
restrict visitor access
•
interpret the site as a natural/geological phenomenon
for tourists/visitors who are interested primarily in
such phenomena
Nov. 20th, 2008
Page 66
SOCIAL ISSUES
Maximized
Minimized
Typical Examples of Social Objectives
· limited perspectives on employment potential
· marginal local community involvement in decision
making
· limited promotion of local produce/crafts
· no local employment strategy
· no local Human Resource strategy
Nov. 20th, 2008
Page 67
ECONOMIC ISSUES
Maximized
Minimized
Typical Examples of Economic Objectives
• all environmental and social issues
• minimal
i i l local
l
l business
b i
iinvolvement
l
• no vision for maximising the tourist dollar/euro
• no concept of tourist desires and expectations
• no concept of enhancing visitor experience and
increasing the visitor time spent in the area
• no understand of tourist total experience
Nov. 20th, 2008
Page 68
ECONOMIC ISSUES
Maximized
Minimized
//continued
ti
d
Typical Examples of Economic Objectives
No concept of sustainable marketing for any below
•
•
•
•
•
•
•
•
products and services
promotion and education
communication
pricing
distribution and delivery
added value
customer service, care, and experience
creating marketing ambassadors
Nov. 20th, 2008
Page 69
Nature
Development
Government
Initiatives/Plans
To protect and
improve the
ENVIRONMENT
ECONOMIC
security for everyone
To create a more
equitable and
fairer SOCIETY
Nov. 20th, 2008
Expectation is YES
R lit iis NO
Reality
Superficial YES
Reality is NO
Maximized
ENVIRONMENT
Minimized
Maximized
ECONOMIC
Minimized
Maximized
Superficial YES
Reality
y is NO
SOCIAL
Minimized
Page 70
THE ‘BALANCE’
• In reality:reality:
– Imbalances prevail within all three
dimensions,
Economic, Social and Environmental
• Further:Further:
– Imbalances also prevail in Tourism Marketing
Activities
Nov. 20th, 2008
Page 71
Services
Marketing
Global
Marketing
PROMOTING
ATTRACTIONS
Tourist Industry
Marketing
Nov. 20th, 2008
Education
On-Sight
Education
Off-Sight
PROMOTING????
SUSTAINABILITY
People
Management
O Si ht
On-Sight
Page 72
INFRASTRUCTURAL
PLAYERS IN
MARKETING
TOURISM
Internal
Tour
Operators
Travel
Agents
Transport
Operators
External
Tour
Operators
PROMOTING
ATTRACTIONS
Public Sector
National
Nov. 20th, 2008
PROMOTING????
SUSTAINABILITY
Other??
Public
P
bli Sector
S t
Local
Page 73
MARKETING TOURISM: THE DOMINANCE OF
PROMOTING OVER SUSTAINABILITY
Internal
Tour
Operators
Travel
Agents
Transport
Operators
Education
On-Sight
External
Tour
Operators
Global
Marketing
Education
Ed
ti
Off-Sight
Services
Marketing
PROMOTING????
SUSTAINABILITY
PROMOTING
ATTRACTIONS
Public Sector
National
Tourist Industry
Marketing
People
Management
On-Sight
Public Sector
Local
Nov. 20th, 2008
Page 74
KEY MARKETING DIMENSIONS
REQUIRED FOR BALANCED DEVELOPMENT
Infrastructure Facilities
CommunicationSustainable
Maintenance
Nov. 20th, 2008
Page 75
KEY MARKETING DIMENSIONS REQUIRED
FOR BALANCED DEVELOPMENT
• infrastructure – roads,
roads transport
transport, ease of access
• facilities – accommodation, food and drink,
entertainment, recreational opportunities and retailing
• communication – education, proactive guidance,
information, signage, literature
• sustainable maintenance – care of features/exhibits,
physical
p
y
p
places
Nov. 20th, 2008
Page 76
TOURISM INDUSTRY MARKETING
EMPHASIS: IN REALITY
Global/
Services/
Tourism
Marketing:
•Advertising
Ad
ti i
• Promotion
• Distribution
• Sales
• Etc
Promoting
Attractions
Promoting
Sustainability
Within & OffRegion
Marketing:
• Communication
• Education
IMBALANCE
Nov. 20th, 2008
Page 77
Infrastructure – Access Capacity
N Cyprus
Nov. 20th, 2008
N Ireland
Page 78
Sustainable Maintenance and
Communications- Education
N Cyprus
Nov. 20th, 2008
N Ireland
Page 79
Sustainable Maintenance - Erosion
N Cyprus
Nov. 20th, 2008
N Ireland
Page 80
Accommodation
N Cyprus
Nov. 20th, 2008
N Ireland
Page 81
Communication – Entrance & Signage
N Ireland
N Cyprus
Nov. 20th, 2008
Page 82
MARKETING NATURE TOURISM: A BALANCE
BETWEEN A HOLISTIC ATTRACTION AND SUSTAINABILITY
Focus on Service
Delivery in Natural Tourist Site
Sustainable
Marketing
Service Del
On-Sight
People
Management
On-Sight
Services
Global
Marketing
Marketing
PROMOTING
ATTRACTIONS
Sustainable
Tourist Industry Marketing
Marketing
Off-Sight
Nov. 20th, 2008
BALANCE
Focus on Promoting
Holistic Site
Hospitality/
Accommodation
Provision
Facilities
Provision
Retail
Provision
Product(s)
Provision
Attractions
Att
ti
Provision
Accessibility
Provision
Page 83
People Management:
Retailing
Grampians Australia
Airlie Beach Australia
Nov. 20th, 2008
Page 84
People Management:
R i d Pathways
Raised
P th
Yellowstone
Ayers Rock
Nov. 20th, 2008
Page 85
People
Management:
Raised Pathways
Olgas Australia
Olgas Australia
Nov. 20th, 2008
Page 86
People
p Management:
g
Roads and Transport
Grand Canyon South Rim
Nov. 20th, 2008
Grand
Canyon South Rim Page 87
People Management:
Signage
Nov. 20th, 2008
Page 88
Grand Canyon
Imbalances & Inconsistencies
Vi i
Visitor
C
Centre L
Location
i
Grand Canyon Visitor Centre
Vi i
Viewing
points
3 km
Visitor
Centre
Nov. 20th, 2008
Page 89
People
p Management:
g
Imbalances and Inconsistencies
Visitor Centres
1km from
viewing points
7 km from
other facilities
12 Apostles Visitor Centre
Nov. 20th, 2008
Page 90
People Management: Imbalances and Inconsistencies Signage Violation
Ayers Rock Walk
Nov. 20th, 2008
Page 91
People Management:
Imbalances and
Inconsistencies Signage Violation
West Ireland
West Ireland
West Ireland
Nov. 20th, 2008
Page 92
Cape Byron Australia
People Management: Imbalances
and Inconsistencies Signage Violation
Nov. 20th, 2008
Page 93
People Management: ?
Nov. 20th, 2008
Page 94
People Management: Imbalances and Inconsistencies Signage Violation
Nov. 20th, 2008
Page 95
People Management: Imbalances and Inconsistencies Ayers Rock
Violation and or Neglect?
g
Nov. 20th, 2008
Page 96
People Management: Imbalances and Inconsistencies -
Giant’s Causeway - Ireland
Violation and or Neglect?
Nov. 20th, 2008
Page 97
SO WHAT!
Nov. 20th, 2008
Page 98
TROPICAL ISLANDS
TROPICAL-ISLANDS
Nov. 20th, 2008
Page 99
NATURE-BASED
NATURE
BASED SITES – GIVE A EXPERIENCE
Nov. 20th, 2008
Page 100
http://www.dinnerinthesky.com/
DINNER IN THE SKY
• Belgian
g
company
p y that organizes
g
dinners in the sky, with a table,
chairs and guests suspended from
a crane.
• Recently, Dinner in the Sky
added a gravity-defying element
to the mix: a concert in the air.
– Suspended from a second crane,
a violinist and a pianist - playing
a grand piano, no less performed for 22 guests who
were dangling from their own
crane several metres away.
• What’s next: acrobats,, dancers,,
a play?
Nov. 20th, 2008
Page 101
http://www.picnicsonthepiste.com/
PICNICS ON THE PISTE
• For Picnics on the Piste, a new catering business operating at ski
resorts in the French, Austrian and Swiss Alps, those experiences
are bound to leave lasting memories.
– After shushing through the crisp mountain air to a clearing offering a
majestic
j ti mountain
t i view,
i
th
they can b
break
k ffor a b
buffet
ff t off h
hott soup, ffoie
i
gras and aged cheeses with champagne chilling in a snow bank
nearby.
– Or ski down a trail to an igloo
g
gleaming
g
g in the sun,, with a waiter
inside, ready to serve lunch.
• Naturally,
y p
peak experiences
p
needn’t be confined to the ski slopes.
p
– A gourmet meal on a canyon trail in the American Southwest or a
secluded beach in the Canaries could prove every bit as memorable.
– For the entrepreneurs doing the catering, the benefit is a low-cost
way to start a company in a place where most of us can only dream
of living.
Nov. 20th, 2008
Page 102
http://www.sommergrill.dk/
SOMMERGRILL
• Danish Sommergrill offers seaside barbecue on speed dial.
– Consumers can call or SMS from the beach, and the service will
deliver a ready-to-go bbq set: marinated meat, salad, bread and
dessert, plus a disposable barbeque, plates, napkins, etc.
• Instead of waiting in line for beach-side (fast) food, customers
have access to gourmet grub, with the convenience of having
everything delivered,
delivered and the pleasure of grilling it themselves
themselves.
• Sommergrill is a seasonal offering by local restaurant Ricky's
Køkken.
Køkken
– delivers to two urban beaches near Copenhagen, Amager Strandpark
and Islands Brygge, and payment is in cash or by debit/credit card.
• When summer ends in the northern hemisphere,
– either planning starts for next summer or quickly set up base in south
of the equator
q
Nov. 20th, 2008
Page 103
http://www.hotelmovil.com/
POP-UP
POP
UP HOTELS (HOTEL MOVIL)
• Spanish Hotel Movil,
Movil a large truck trailer that
can be dragged to any location and turned into
a 2 level hotel within 30 minutes.
– After its 11 rooms are unfolded, the hotel on wheels
can sleep up to forty people
people, making it roomy
enough for wedding parties, family reunions or
luxury camping trips with a large group of friends.
Nov. 20th, 2008
Page 104
http://www.southerncomfort.com/
SOCO CARGO
• SoCo Cargo can be assembled within a day, with an entirely
adaptable interior.
– The venue usually contains a bar, stage and lounge area, but the
main focus varies per location. One time it will be a nightclub, next
time a live music venue or art gallery
gallery, popping up by the side of the
road, near a festival, carnival or other outdoor event.
– The temporary club premiered on Sydney's Cockatoo Island
Nov. 20th, 2008
Page 105
http://www.snowbrick.fi/
SNOWBRICK (SB®-iGlu)
(SB iGlu)
• SnowBrick® has
developed a unique snow
building
g method.
• Customer can build
themselves the igloos
– 5-10pax take 2:30h
• Igloo village
• Winter only!
Nov. 20th, 2008
Page 106
EXPERIENCES
Nov. 20th, 2008
Page 107
EXPERIENCES
differentiated
essential
COMPETITION
STATUS
CUSTOMER
NEEDS/
WANTS
undifferentiated
unessential
market
Pine & Gilmore 1999
premium
PRICING
Nov. 20th, 2008
Page 108
Source: Pine & Gilmore (1999)
the 4 main sectors of a meaningful
experience
”sweet spot”
TO SENSE
TO BE
Nov. 20th, 2008
TO LEARN
TO DO
Page 109
Experience Pyramid
• Examination from two
perspectives:
• 1 ) Meaningfulness
M
i f l
criteria
• product elements
• factors contributing to
the customer’s
experience
• 2)) Levels of experience
p
• customer experiences
• building an experience
Nov. 20th, 2008
1
2
Page 110
Experience
pe e ce Pyramid
y a d
muutos
elämys
oppiminen
opp
e
aistiminen
kiinnostuminen
Nov. 20th, 2008
Page 111
1
- formerly called Yishan Mountain
2
- also known as Yellow Mountain
Huangshan Mountain, MistyPeaks © Dennis Cox LLC.
MOUNTAIN OVERVIEW
Nov. 20th, 2008
Page 113
Rocky mountains, Pine Tree, and the "sea of clouds"
A tourist says: "This is my best trip to China ever so far. Never
have I experienced more discomfort, physical endurance and
wetness throughout the whole journey up, all because I wanted
catch the freshness of the air and beauty of this attraction! "
Nov. 20th, 2008
Page 114
Rocky mountains, Pine Tree, and the "sea of clouds"
Nov. 20th, 2008
Page 115
Zigzag path on top of the mountain
Nov. 20th, 2008
Page 116
The rocky path to the top of the mountain
Nov. 20th, 2008
Page 117
Pine trees in snow
Nov. 20th, 2008
Page 118
The most famous "Huangshan Greeting Guest Pine tree"
Pine tree is one of the "4 sceneries" at
Huangshan mountain. Visitors can see pine
trees growing on mountain sides and rocks
with little visible soil. Many trees are given
colourful names to reflect its unique shapes
such as dragon claw pine tree and black
tiger pine tree.
Nov. 20th, 2008
Page 119
Huangshan Pine Tree in the sky
Nov. 20th, 2008
Page 120
Pine Tree covered with snow
Nov. 20th, 2008
Page 121
The famous "Flyed-Over Stone"
A visitor wrote: "Huangshan [translation (not the
true meaning) = Yellow mountain] in Anhui
province is something I can highly recommend.
You have to climb up what seem like thousands of
steps. But the climb is so rewarding! On top op of
this mountain you see what poets and painters
were inspired by for centuries."
Nov. 20th, 2008
Page 122
A hotel among the mountain rocks
Nov. 20th, 2008
Page 123
Pine Trees growing out of the rocks!
Nov. 20th, 2008
Page 124
The mountain, the thousand-step path, and the hotels
Nov. 20th, 2008
Page 125
Isn't it like the "Petronas Towers" in Kuala Lumpur, Malaysia?
Nov. 20th, 2008
Page 126
The mountains are like islands on a sea of clouds
Mount Huangshan is very famous for the "sea of clouds". It's
like a fairy world.
world According to their locations,
locations the seas of
clouds are divided into East Sea, South Sea, West Sea, North
Sea and Sky Sea. If visitors climb up the Lotus Peak, the
Heaven Capital Peak and the Bright Peak, they will find
themselves above the level of the clouds and they appear as a
sea beneath you. Peaks, large and small, hide and reappear in
the boundless waves of clouds. The Heavenly Capital Peak
and the Bright Peak appear as isolated islands within this white
sea.
Nov. 20th, 2008
Page 127
Image how you will fee to stay in a hotel like this, in such a fairy land?
Nov. 20th, 2008
Page 128
Sunrise from the Sea of Clouds
Nov. 20th, 2008
Page 129
Sunset
Nov. 20th, 2008
Page 130
TODAY
Nov. 20th, 2008
Page 131
TODAY
Nov. 20th, 2008
Page 132
TODAY
Nov. 20th, 2008
Page 133
TOMORROW
Nov. 20th, 2008
Page 134
TOMORROW
Nov. 20th, 2008
Page 135
TOMORROW
Nov. 20th, 2008
Page 136
TOMORROW
Nov. 20th, 2008
Page 137
http://www.guestinvest.com/
GUEST INVEST Ê
• The concept of customer
customer-owners
owners has been around for a
while, and related spottings continue to pour in:
– London's uber premium M1NT club on prestigious Sloane
Street, which is owned and frequented by 250 shareholders,
who all share in the bar's profits.
• UK based Guest Invest,
Invest offers individuals the
opportunity to own a fully managed, luxury London
hotel room, ranging in price from GBP 140.000 300 000 (USD 243
300.000
243-520K
520K / EUR 204
204-436K)
436K) for a 999 year
ear
lease.
– The revenue is split between the individual and Guest Invest,
and
d owners enjoy
j th
the added
dd d b
benefit
fit off b
being
i able
bl tto stay
t iin
their own room for a maximum of 52 nights a year for a small
fee.
Nov. 20th, 2008
Page 138
H
T
K
N
A
U
O
Y
Mário Passos Ascenção,
ç , PhD
Principal Lecturer
HAAGA-HELIA University of Applied Sciences
Helsinki,, Finland
[email protected]
II TO
OURISM INTERN
NATIONAL CONG
GRESS OF LEIRIA
A AND OESTE
2008
8, 19th and 20th
h of November
Nov. 20th, 2008
Page 139

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