david carson

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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

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David Carson - Service Industries Experience

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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

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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

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NATURE AND CHARACTERISTICS OF TOURISM MARKETING

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TYPICAL SAFETY INFORMATION This is NOT Quality Marketing For Safety Too much information Too many do nots Dull and uninspiring

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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

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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

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Nature and Characteristics of Tourism Marketing Balance in the: Influence of Governments Influence of Environmentalists Imbalances in Tourism Marketing Service Industry Marketing Characteristics

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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

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THE ‘BALANCE’ THREE PLATFORMS

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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

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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

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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

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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

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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

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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

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SOCIAL ECONOMIC ENVIRONMENT Summary: Consequence of Typical Government Supported for Sustainable Tourism Development   Sustainable Development Government Initiatives/Plans

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THE ‘BALANCE’ THREE PLATFORMS In reality:- Imbalances prevail within all three dimensions, Economic, Social and Environmental Further:- Imbalances also prevail in Tourism Marketing Activities

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IMBALANCES in Tourism Marketing

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Conceptual Model Of Balanced Tourism Marketing Quality Key Marketing Dimensions

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MARKETING SUSTAINABLE QUALITY IN TOURISM Global Marketing Services Marketing Tourist Industry Marketing Education On-Sight Education Off-Sight People Management On-Sight

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INFRASTRUCTURAL PLAYERS IN MARKETING TOURISM Quality Other??

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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

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AN EXAMPLE OF EMERGING/DEVELOPING TOURIST DESTINATIONS Taking account of: Balanced Three Platforms Key Marketing Dimensions A Comparison between Northern Ireland and North Cyprus

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KEY MARKETING DIMENSIONS REQUIRED FOR BALANCED DEVELOPMENT

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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

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Within & Off- Region Marketing: Communication Education TOURISM INDUSTRY MARKETING EMPHASIS: IN REALITY

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NORTHERN IRELAND TOURIST BOARD HOME PAGE EMPHASIS ON PROMOTING ATTRACTIONS

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TURKISH REPUBLIC OF NORTHERN CYPRUS HOME PAGE EMPHASIS ON PROMOTING ATTRACTIONS

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Infrastructure – Access Capacity

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Sustainable Maintenance and Communications- Education

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Sustainable Maintenance - Erosion

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Accommodation

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Communication – Entrance and Signage

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Conceptual Model of Balanced Tourism Marketing Quality

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MARKETING SUSTAINABLE QUALITY IN TOURISM: A BALANCE BETWEEN A HOLISTIC ATTRACTION AND SUSTAINABILITY

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Holistic Core Product)s) Provision

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Self-Catering B&Bs Holistic Hospitality/Accommodation Provision

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Holistic Core Facilities Provision

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Core Hospitality Retailing Products Provision

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Holistic Core Attractions Provision

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Holistic Accessibility Provision

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SUSTAINABLE DIMENSIONS OF A NATURAL SITE REQUIRING MARKETING SERVICE QUALITY DELIVERY Platforms CORE EXHIBIT

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Information/Guidance Information Signage Maps Passive Direction Proactive Direction Education/Management Literature on Site Pre/visit Literature EXAMPLE: QUALITY/SAFETY ISSUES FOR PATHWAYS

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KEY CONSIDERATIONS FOR QUALITY AND SAFETY Services Marketing Characteristics and Fundamentals Tourism Marketing Best Practice

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SERVICES MARKETING CHARACTERISTICS AND FUNDAMENTALS Quality = Safety

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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

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SERVICE QUALITY PRODUCT

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SCOPE AND PARAMETERS OF SERVICE QUALITY PRODUCT

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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

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SERVICES MARKETING QUALITY RECOGNISING THE STAGES OF DEVELOPMENT

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MODERN MARKETING RULES

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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

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Rule 2 Most tourists are MASS market tourists – defined as having no particular scientific/specific expertise or interest MODERN TOURISM RULES

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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

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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:

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MODERN TOURISM RULES Rule 5. Copy Best Practice from around the world Quality = Safety = Marketing Retailing Facilities Signage People Management

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Disney and Tourism Best Practice: Quality People Management

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Quality People Management: Facilities and Accommodation

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Quality People Management: Retailing

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Quality People Management: Raised Pathways

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Quality People Management: Raised Pathways

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Quality People Management: Roads and Transport

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Quality People Management: Signage

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Grand Canyon Imbalances and Inconsistencies Visitor Centre Location

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Quality People Management: Imbalances and Inconsistencies Visitor Centres

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Quality People Management: Imbalances and Inconsistencies - Signage Violation

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Quality People Management: Imbalances and Inconsistencies - Signage Violation

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Quality People Management: Imbalances and Inconsistencies - Signage Violation

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Quality People Management: Cape Byron Australia

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Quality People Management: Imbalances and Inconsistencies - Signage Violation

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Quality People Management: Imbalances and Inconsistencies - Ayers Rock Violation and or Neglect?

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Quality People Management: Imbalances and Inconsistencies - Giant’s Causeway - Ireland Violation and or Neglect?

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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

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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:

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IN CONCLUSION: Quality/Safety in Tourism Marketing requires careful and constant attention to detail in all tangible and intangible dimensions