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Travel-Nature

Published on March 12, 2008

Author: Doride

Source: authorstream.com

Slide1:  SAFETY THROUGH QUALITY AS A COMPETITIVE EDGE IN TOURISM MARKETING: Professor David Carson University of Ulster 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 Audrey Gilmore; Dr Mario Ascencao; Dr Aodheen O'Donnell; Lyn Fawcett and Darrel Cummins Slide2:  David Carson - Service Industries Experience Slide3:  OVERVIEW Safety and Quality, the common bedfellows Nature and characteristics of tourism marketing The need for a Balanced Approach to Tourism Marketing Tourism and Service Marketing Characteristics Modern Marketing Rules in Tourism Best Practice Tourism Marketing Slide4:  QUALITY AND SAFETY DEFINED Safety – ‘being safe; freedom from danger or risk’ Quality – ‘a degree of excellence; relative nature; attribute, trait, faculty Safety = Quality Achieved through good service marketing principles Slide5:  NATURE AND CHARACTERISTICS OF TOURISM MARKETING Slide6:  TYPICAL SAFETY INFORMATION This is NOT Quality Marketing For Safety Too much information Too many do nots Dull and uninspiring Slide7:  NATURE AND CHARACTERISTICS OF TOURISM MARKETING: GLOBAL/LOCAL MARKETS Tourism is one of the worlds largest industries Tourism is one of the world’s fastest growing industries Tourism is forecast to grow by 5-10% yr for next 10yrs Growth in two areas: Developed Markets/Attractions Developing Markets/Attractions Slide8:  DEVELOPED MARKETS/ATTRACTIONS Growing 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 *Future World Travel – Centre for Future Studies and Churchill Insurance Slide9:  Nature and Characteristics of Tourism Marketing Balance in the: Influence of Governments Influence of Environmentalists Imbalances in Tourism Marketing Service Industry Marketing Characteristics Slide10:  Sustainable Tourist 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 THE ‘BALANCE’ THREE PLATFORMS Slide11:  THE ‘BALANCE’ THREE PLATFORMS Slide12:  Environmental Issues Maximized Minimized Environmental Issues vis a vis Bruntland · 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’ of the environment · Protect the site Typical Examples of Environmental Objectives Slide13:  Environmental Issues Maximized Minimized Environmental Issues vis a vis Bruntland Reduce, suppress any mass tourist infrastructure adjacent to the site that will attract tourists/visitors of 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, and for whom it is to be made available /cont Typical Examples of Environmental Objectives Slide14:  Environmental Issues Maximized Minimized Environmental Issues vis a vis Bruntland 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 /cont Typical Examples of Environmental Objectives Slide15:  Social Issues vis a vis Bruntland Maximized Minimized Social Issues ·  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 Typical Examples of Social Objectives Slide16:  Economic Issues vis a vis Bruntland All environmental and social issues Minimal local business involvement No vision for maximising the tourist dollar No concept of tourist desires and expectations No concept of enhancing visitor experience and increasing the visitor time spent in the area Maximized Minimized Economic Issues Typical Examples of Economic Objectives Slide17:  Products and services Promotion and education Communication Pricing Distribution and delivery Added value Customer service and care Creating marketing ambassadors Economic Issues vis a vis Bruntland Maximized Minimized Economic Issues /continued Typical Examples of Economic Objectives No concept of sustainable marketing for any below Slide18:  SOCIAL ECONOMIC ENVIRONMENT Summary: Consequence of Typical Government Supported for Sustainable Tourism Development   Sustainable Development Government Initiatives/Plans Slide19:  THE ‘BALANCE’ THREE PLATFORMS In reality:- Imbalances prevail within all three dimensions, Economic, Social and Environmental Further:- Imbalances also prevail in Tourism Marketing Activities Slide20:  IMBALANCES in Tourism Marketing Slide21:  Conceptual Model Of Balanced Tourism Marketing Quality Key Marketing Dimensions Slide22:  MARKETING SUSTAINABLE QUALITY IN TOURISM Global Marketing Services Marketing Tourist Industry Marketing Education On-Sight Education Off-Sight People Management On-Sight Slide23:  INFRASTRUCTURAL PLAYERS IN MARKETING TOURISM Quality Other?? Slide24:  Services Marketing Tourist Industry Marketing PROMOTING ATTRACTIONS MARKETING TOURISM: THE DOMINANCE OF PROMOTING OVER SUSTAINABILITY Public Sector National Public Sector Local External Tour Operators Travel Agents Transport Operators Internal Tour Operators Global Marketing Slide25:  AN EXAMPLE OF EMERGING/DEVELOPING TOURIST DESTINATIONS Taking account of: Balanced Three Platforms Key Marketing Dimensions A Comparison between Northern Ireland and North Cyprus Slide26:  KEY MARKETING DIMENSIONS REQUIRED FOR BALANCED DEVELOPMENT Slide27:  KEY MARKETING DIMENSIONS REQUIRED FOR BALANCED DEVELOPMENT Infrastructure – roads, 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 places Slide28:  Within & Off- Region Marketing: Communication Education TOURISM INDUSTRY MARKETING EMPHASIS: IN REALITY Slide29:  NORTHERN IRELAND TOURIST BOARD HOME PAGE EMPHASIS ON PROMOTING ATTRACTIONS Slide30:  TURKISH REPUBLIC OF NORTHERN CYPRUS HOME PAGE EMPHASIS ON PROMOTING ATTRACTIONS Slide31:  Infrastructure – Access Capacity Slide32:  Sustainable Maintenance and Communications- Education Slide33:  Sustainable Maintenance - Erosion Slide34:  Accommodation Slide35:  Communication – Entrance and Signage Slide36:  Conceptual Model of Balanced Tourism Marketing Quality Slide37:  MARKETING SUSTAINABLE QUALITY IN TOURISM: A BALANCE BETWEEN A HOLISTIC ATTRACTION AND SUSTAINABILITY Slide38:  Holistic Core Product)s) Provision Slide39:  Self-Catering B&Bs Holistic Hospitality/Accommodation Provision Slide40:  Holistic Core Facilities Provision Slide41:  Core Hospitality Retailing Products Provision Slide42:  Holistic Core Attractions Provision Slide43:  Holistic Accessibility Provision Slide44:  SUSTAINABLE DIMENSIONS OF A NATURAL SITE REQUIRING MARKETING SERVICE QUALITY DELIVERY Platforms CORE EXHIBIT Slide45:  Information/Guidance Information Signage Maps Passive Direction Proactive Direction Education/Management Literature on Site Pre/visit Literature EXAMPLE: QUALITY/SAFETY ISSUES FOR PATHWAYS Slide46:  KEY CONSIDERATIONS FOR QUALITY AND SAFETY Services Marketing Characteristics and Fundamentals Tourism Marketing Best Practice Slide47:  SERVICES MARKETING CHARACTERISTICS AND FUNDAMENTALS Quality = Safety Slide48:  SERVICES MARKETING QUALITY: SUMMARY OF ISSUES Standardisation V Differentiation Different Levels of Service and Customer Care Diverse Range of Services Dramatic Variances Limited Product Range and Variation Slide49:  SERVICE QUALITY PRODUCT Slide50:  SCOPE AND PARAMETERS OF SERVICE QUALITY PRODUCT Slide51:  COMPETITIVE SERVICES MARKETING QUALITY Focus Primarily on Tangibles:- Better Facilities Better Infrastructure New Concepts of Both Focus Primarily on Intangibles:- Better Customer Services Better Customer Care Slide52:  SERVICES MARKETING QUALITY RECOGNISING THE STAGES OF DEVELOPMENT Slide53:  MODERN MARKETING RULES Slide54:  Largest Industry in world Global tourism economy = 10% GNP = 8% Global employment* One of the fastest growing industries in world - 25m in 1950 - 630m in 2001 - estimate 2020 = 1.6b - $2.1b in 1950 - $462b 2001 - estimate 2020 = $2trillion** * World Travel & Tourism Council 02 ** World Tourism Organisation 02 MODERN TOURISM RULES Rule 1. Significantly more tourists will go to ALL tourist destinations/sites Slide55:  Rule 2 Most tourists are MASS market tourists – defined as having no particular scientific/specific expertise or interest MODERN TOURISM RULES Slide56:  Rule 3. Mass Market tourists expect Site Management Sites MUST offer choice and variety in relation to: Retailing/shopping Catering Display/information Interaction/entertainment/amusement Friendly and fun atmosphere MODERN TOURISM RULES Slide57:  Maximisation of revenues provides:- More and better jobs Long term development Local people involvement in Site Management Cash for environmental protection/sustainability Less dependence on the public purse MODERN TOURISM RULES Rule 4. Sustainable economic development ensures social and environmental well being: Slide58:  MODERN TOURISM RULES Rule 5. Copy Best Practice from around the world Quality = Safety = Marketing Retailing Facilities Signage People Management Slide59:  Disney and Tourism Best Practice: Quality People Management Slide60:  Quality People Management: Facilities and Accommodation Slide61:  Quality People Management: Retailing Slide62:  Quality People Management: Raised Pathways Slide63:  Quality People Management: Raised Pathways Slide64:  Quality People Management: Roads and Transport Slide65:  Quality People Management: Signage Slide66:  Grand Canyon Imbalances and Inconsistencies Visitor Centre Location Slide67:  Quality People Management: Imbalances and Inconsistencies Visitor Centres Slide68:  Quality People Management: Imbalances and Inconsistencies - Signage Violation Slide69:  Quality People Management: Imbalances and Inconsistencies - Signage Violation Slide70:  Quality People Management: Imbalances and Inconsistencies - Signage Violation Slide71:  Quality People Management: Cape Byron Australia Slide72:  Quality People Management: Imbalances and Inconsistencies - Signage Violation Slide73:  Quality People Management: Imbalances and Inconsistencies - Ayers Rock Violation and or Neglect? Slide74:  Quality People Management: Imbalances and Inconsistencies - Giant’s Causeway - Ireland Violation and or Neglect? Slide75:  TOURIST QUALITY STRATEGY FOR ANY REGION Create investment incentives - Attract International Hotel Chains Attract International Tour Operators Attract/stimulate Local Entrepreneurs Re-channel public funds towards tangible infrastructure Slide76:  SUMMARY: Striving to achieve balance in the tourism three platforms Striving to achieve balance in Marketing Practice Taking account of Service Marketing Quality principles Marketing Quality in Tourism takes account of all of above Marketing Quality in Tourism – most regions would benefit from more tangle development and greater intangible involvement QUALITY/SAFETY IN MARKETING IS: Slide77:  IN CONCLUSION: Quality/Safety in Tourism Marketing requires careful and constant attention to detail in all tangible and intangible dimensions

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