Colin J. Smith. Principal Consultant The Glamis Consultancy Ltd.

Transcription

1 Colin J. Smith Principal Consultant The Glamis Consultancy Ltd.

2 Tourism Product Development

3 Agenda What is a Tourism Product? What is Product Development? How are Products developed? Benefits for Communities Case Studies from Scotland Conclusions

4 What is a Tourism Product? A variety of elements which is a package that is not integral to each other and meet the needs of tourists from leaving his residence to the place of destination and back again to the place of origin. - Medlik & Middleton 1973 Accommodation Dining Attractions and tours Transportation Entertainment Infrastructure

5 What is a Tourism Product? From the standpoint of a potential customer considering any form of tourist visit, the product may be defined as a bundle or package of tangible and intangible components, based on activity at a destination. The package is perceived by the tourist as an experience, available at a price - Middleton and Clarke 2001 CUSTOMER EXPERIENCE

6 Successful Products Offer visitors distinctive and memorable experiences Where they want them When they want them At the right price Meet and exceed customer expectations Build on destination assets Sustainably Concept of The customer journey

7 The Customer Journey

8 What is Product Development? Development of a new or enhanced customer experience. specifically in fisheries communities Building on your destination assets

9 Destination Assets of Fishing Communities Fishing and angling trips or vacations The local food experience Heritage and culture of fishing communities The local lifestyle Festivals and events Arts and crafts Wildlife and environmental tourism

10 How are Products Developed? Product Development Checklist Some things to think about when developing new products Following WTO and ETC Principles

11 Product Development Checklist What is the experience on offer? To whom? What is the market? Existing or new visitors? What are the Start up Costs? What are the operating costs and revenues? Is it feasible? Is it financially viable? Is it fundable? Is it time-bound? Who will own and operate it? What are the risks? Is it sustainable? How will it be marketed? How will it be evaluated? What do the customers think?

12 Product Development Checklist Concept and Market Assessment What is the experience on offer? Define the concept what is it? Where does it take place? What assets are needed? Who is the project champion What are the aims and objectives? Market Assessment Who is it aimed at? What is the scale of the market? What or who are the competitors? What are the likely visitor numbers?

13 Product Development Checklist Feasibility What are the Start Up Costs? Equipment? Facilities? Buildings? What does it cost? Can it be funded? Outline Business Plan How many visitors? Estimated operating costs and revenue? Sensitivity analysis what if scenarios Is it viable? Is it financially sustainable

14 Product Development Checklist Operation and Risk Assessment Management and Operation Risk Assessment Who will own it? Who will operate it? Is there capacity to make it happen? Is it sustainable? To Setting up To Operation Any show stoppers? Mitigation Displacement and additionality

15 Product Development Checklist Marketing and Evaluation Marketing and Promotion The Seven Ps Promotional strategy Product life cycle Service standards Performance Monitoring and Evaluation What are the KPIs? How are they measured? How is the project to be evaluated?

16 Product Development Checklist Sustainable Tourism Preserving natural and cultural resources Limiting negative impacts at tourist destinations, including use of natural resources and waste production Promoting the wellbeing of the local community Overcoming seasonality Limiting the environmental impact of tourism related transport Making tourism accessible to all Improving the quality of tourism jobs.

17 VICE Model of Sustainable Tourism Source : New Zealand Ministry of Tourism 2006

18 Product Development Checklist Product Life Cycle Nothing lasts forever! (Source : Marilyn Monroe) Timescale Product Life Cycle Refresh or Discard

19 Product Life Cycle

20 Displacement / Additionality New products may cause displacement To what extent? Dependent upon: Market appraisal Competitor analysis Uniqueness Contribution to destination critical mass There will be winners and losers

21 Product Development Checklist Evaluation Measuring outputs Estimating outcomes Link Cause and Effect Gathering customer feedback Build in sensible KPIs at the outset!!!

22 Benefits for Communities Direct Expenditure by visitors Indirect Expenditure by businesses Multiplier Effect throughout the economy Intangible impacts profile, investment

23 Case Studies from Scotland

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25 Case Studies from Scotland Population 5.3 million (2013) 18,588 km of coastline Tourism value 4.5bn per year Sea angling tourism c 141m* Employment c 3,148 FTE* (Source British Cartographic Society) (* Source : Glasgow Caledonian University for the Scottish Government, 2009)

26 Arbroath Community Regeneration

27 Oban Seafood Capital of Scotland A destination strategy Based on positioning as seafood capital Local suppliers But including wider visitor offer

28 Eyemouth Celebrating Fishing Heritage The Herring Queen Festival Annual Event Established 1944 Celebrates local connections with the sea Community involvement

29 Pittenweem Arts Festival with a Fishing Twist Visual arts festival One week in August Range of exhibitions and workshops Increases visitor numbers and spend Supports local businesses Enhances viability of an artistic community

30 Conclusions Successful products must be: Market driven supported by evidence of demand Technically feasible Financially viable Built on destination assets Deliverable Sustainable Marketable Meeting and exceeding customer expectations Focussed on the customer experience

31 Questions?