TPDT.pdf

TOURISM PRODUCT DEVELOPMENT DEFINING TOURISM PRODUCT DEVELOPMENT There are two key aspects to Tourism Product Development: 1. It is not an activity undertaken in a vacuum, but is part of an extensive and inter-linked process. 2. Market researc...

TOURISM PRODUCT DEVELOPMENT DEFINING TOURISM PRODUCT DEVELOPMENT There are two key aspects to Tourism Product Development: 1. It is not an activity undertaken in a vacuum, but is part of an extensive and inter-linked process. 2. Market research, product development and marketing represent a continuum. The failure to deliver any of these key components will result in the destination under-realising its potential. The range and calibre of the tourism product offering is what attracts tourists to a destination. Yet the development of tourism products is a part of a large, inter-linked and continuing process and should not be considered in isolation. Tourism product development can be defined in many ways: at A tourism product in a destination is an amalgam of many one extreme, it can be seen as embracing all elements with experiences as far as the tourist is concerned. It is not just the which the visitor to a destination comes into contact, including hotel stayed in, the places, museums, parks, restaurants, infrastructure (e.g. transport, utilities), the service personnel, theatres, shops etc visited, or the journey to and from the places of lodging, attractions and activities, facilities and destination. It is all of these things, and more. When planning amenities; while, at the other extreme, Tourism Product new tourism product developments, it is necessary to see how Development can be defined as comprising only those the ideas fit with the existing provision. attractions, activities and facilities that are specifically provided - TPD is a process of shaping a destination's assets to meet for the visitor. What is clear is that without the infrastructure to the needs of both domestic and international customers. support the development of the things tourists want to see and do on their visit, Tourism Product Development will not fully Any tourism product is made up of three factors: succeed. 1. Experiential – festivals, activities, community, event, dining and entertainment, shopping, safety, service. 2. Emotional – human, cultural and historic resources, hospitality. 3. Physical – infrastructure, natural resources, accommodation, restaurants By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT Definition: Tourism Product Development - Accommodation and Catering: Adequate lodging and dining Tourism Product Development is a process whereby the facilities, assets of a particular destination are moulded to meet the along with retail options and other tourist services. needs of national and international customers. The ‘tourism - Essential Services: Banks, telecommunications, post offices, product’ can include natural or man made attractions, hotels, etc. resorts, restaurants, theatres, activities, festivals and events. For the purpose of this handbook, the focus is on the THE TOURISM DESTINATION AND ITS CHARACTERISTICS development of a portfolio of things for visitors to see and do The tourism destination: (e.g. active pursuits such as sports, water-based activities, comprises many products within the overall destination; hiking/walking/cycling, etc.; pastimes related to natural and involves many stakeholders with differing objectives and cultural heritage, organised entertainments, health and requirements; wellness; and recurring festivals and events) is both a physical entity and a socio-cultural one; is a mental concept for potential tourists; KEY ASPECT is subject to the influence of current events, natural disasters, - TPD is not an isolated activity but part of a larger, terrorism, health scares interconnected process etc.; involving market research, product development, and is subject to historical, real and fictitious events; marketing. is evaluated subjectively in terms of what represents - The success of a destination depends on the effective value-for-money e.g. based on delivery of all these reality compared with expectations; and key components. differs in size, physical attractions, infrastructure, benefits INFRASTRUCTURE REQUIREMENTS FOR SUCESSFUL offered to visitors and degree of dependence on tourism – in TOURIST DESTINATIONS fact no two tourism destinations can be treated the same, each - Accessibility: A well-functioning transportation system with offering its own unique and authentic attributes. routes, terminals, and vehicles. As defined by UNWTO, a Tourism Product is "a combination of - Attractions: Natural, man-made, or artificial attractions, tangible and intangible elements, such as natural, cultural and including heritage man-made resources, attractions, facilities, services and - Activities: A range of activities for visitors, both indoors and activities around a specific center of interest which represents outdoors, the core of the destination marketing mix and creates an involving land, water, or air. overall visitor experience including emotional aspects for the By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT potential customers. A tourism product is priced and sold heterogeneous range of cultural, architectural, technological, through distribution channels and it has a life-cycle". social and natural experiences and products for leisure and business". RURAL TOURISM UNWTO understands Rural Tourism as "a type of tourism SPORTS TOURISM activity in which the visitor's experience is related to a wide Tourism and sports are interrelated and range of products generally linked to nature-based activities, complementary. sports - as a professional, amateur or leisure agriculture, rural lifestyle / culture, angling and sightseeing activity - involves a considerable amount of traveling to play and compete in different destinations and countries. Major GASTRONOMY AND WINE TOURISM sporting events. such as the Olympic Games, football and As global tourism is on the rise and competition between rugby championships have become powerful tourism destinations increases, unique local and regional intangible attractions in cnemserves - making a very positive contribution cultural heritage increasingly become the discerning factor for to the tourism image of the host destination the attraction of tourists. SHOPPING TOURISM MOUNTAIN TOURISM Shopping Tourism is becoming an increasingly relevant Mountain Tourism is a type of "tourism activity which takes component of the tourism value chain. Shopping has place in a defined and limited geographical space such as hills converted into a determinant factor arrecting or mountains with distinctive characteristics ana attributes tat destination choice, an important component of the overall are inherent to a specific landscape, topography, climate, travel experience and, in some cases the prime travel biodiversity (flora and fauna) and local community. It motivation encompasses a broad range of outdoor leisure and sports activities" VARIABLES INFLUENCING TOURISM PRODUCT DEVELOPMENT In order for destination authorities to approach the process of Tourism Product Development planning in a systematic and URBAN TOURISM market-led way, there are a number of fundamental initial According to UNWTO, Urban Tourism is "a type of actions to be taken. Of course, all destinations already have tourism activity which takes place in an urban space some level of tourist activity related to their basic resources agricultural based economy such as administration, and the attractions, activities and facilities that have been manufacturing, trade and services and by being nodal points created. of transport. Urban/city destinations offer a broad and By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT First, it is essential to consider the influences on, and 6. Strengths of the destination's own private sector- is there a determinants of, tourist demand in order that the right types of good level of local private sector investment in tourism products might be developed, i.e. that the market wants and products and a strong local travel and tourism sector? Or is that bring the destination the greatest reward, while creating the destination largely dependent on foreign investment with minimal environmental damage or socio-cultural conflict. its distribution system controlled by foreign interests? Tourism product development strategy can be influenced by 7. Distribution System- how important is the destination to factors that can change, or be changed through direct action international airlines and tour operators? What can be done to by: strengthen those links? What further changes are electronic 1. Public bodies in the destination technology likely to bring about in the way tourists research 2. Other agencies (including competing destinations; and and book their trips. 3. events, many of which can be controlled by the destination 8. Perception of the destination is source markets-stable and The Variables that can be changed include: safe on unstable and unsafe. 1. Markets and Segments- which countries/regions does it draw on? Which segment does it attract? What change are DESTINATION STRATEGY FOR TOURISM PRODUCT taking place in the tastes and trends in different origin DEVELOPMENT markets? Is there a good level of domestic demand from within The main factors that determine a destination’s strategic the destination? approach to the development of its tourism sector are: 2. Transport infrastructure and utility provision-how easy is it to 1. RESOURCES AND ATTRIBUTES - what it has, or can get to and around the destination? are power, water and develop, to attract and satisfy tourists in a sustainable manner sewage services to the standard required by tourist markets? – e.g. in the main its natural, historical and cultural resources; 3. Resources to support growing tourism sector e.g. human Resources and Attributes resource skills and training programs; A destination’s natural and cultural resources can be divided 4. Place on the Tourism area life cycle(TALC)-is it a newly between those that are created by nature or historical events, emerging, growing or mature destination? What actions are and those that are constantly evolving. necessary to maintain sustainable growth. ▪ The most fundamental factors are where the destination is 5. Competition-past, current and likely future. What strategies located, and what its basic resources in terms of physical are being pursued and developments taking place, or planned, characteristics and history are. Most significant in this regard in competitor destinations and how will this impact on the are: subject destination? What actions can be taken to offset any ▪ the natural, cultural and other resources of the destination; erosion of market demand from these competitive ▪ its size, topography and type of terrain; developments? ▪ its location relative to major tourist source countries/regions; By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT ▪ its susceptibility to disruptive natural events such as tropical The availability of a sufficient market potential that can be cyclones and earth quakes; attracted to the destination and meet the financial and ▪ the key events and existing manifestations of its history. economic objectives of the developer/operator and While these resources can be said to be ‘fixed’, even within government respectively, is a prerequisite to the development these the opportunities for tourism development can be of tourism products. influenced and increased. An example would be the introduction of low cost carriers on air routes to the destination Market intelligence is, thus, a primary tool in determining a serving to open it up for visitors with lower spending budgets destination’s Tourism Product Development strategy. Market than attracted prior to the change in transportation access. research can identify the types of products that can be Other resources and attributes for Tourism Product developed related to the resources and attributes available in Development change over time e.g. a destination’s cultural the destination, with the emphasis on those which are difficult heritage expressed in the visual and performing arts is not the to replicate in competing destinations. The goal of the product same now as a century ago though the historical development planning strategy should be to achieve differentiation based on of its culture up to the present is part of its history. authenticity, innovation and sustainability – thus giving the Tourism products can be developed using the destination’s destination a product range with a lengthy life span basic resources or its living heritage. The products that can be. developed are extremely varied – ranging from channelling a 3. FACTORS OF PRODUCTION AND INVESTMENT - how resource into a relevant activity such as a walk alongside a strong are: a) the destination’s factors of production (e.g. land, river or involve the development of a feature or attraction such labour, capital, enterprise) in respect of generating and as an art gallery. supporting tourism development, and b) its standing in attracting outside investment; By contrast, another category of tourism product – e.g. a thrills Factors of Production and Investment Potential ride-based theme park – has little or no basis on the natural or Development cannot take place unless the necessary factors cultural attributes of the destination being driven instead by the of production are available in, or can be brought to, the developer’s commercial interests. The destination destination. This entails: government’s support for such a development would be ▪ land availability of the scale and in the appropriate locality to related to the economic contribution it can provide. realise the product development and market potential without 2. MARKET OPPORTUNITIES - what the market undue negative impact on the environment and community opportunities are for the products it can develop, taking living in the vicinity; account of competitors and market tends and tastes; ▪ labour availability in the form of a supply of trained personnel, Market Opportunity or persons that can be trained, to meet the Tourism Product Development’s needs; By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT ▪ investment capital availability for the product developments – political and social stability; from domestic sources or, should the government policy be degree of risk from internal or external conflict or terrorism; open to it, from foreign investors; the role of tourism in the economic development mix – ▪ a strong system of local enterprise in the form of SMEs and peripheral or a sector on larger corporations able to supply to, and operate in, the which the destination has a high dependence; and tourism sector. its stage of overall economic development. As noted, the attractiveness of a destination for foreign investment is a key determinant of tourism development FUNDAMENTALS AND PRINCIPLES OF TOURISM strategy in the broad sense but the local availability of the PRODUCT DEVELOPMENT PLANNING necessary factors of production is most significant for the Before looking specifically at the role, and process by which types of tourism products being considered governments can assist, in Tourism Product Development, it is advisable to consider the broader picture, namely policy, 4. POLICIES AND SYSTEMS - what priority and level of planning and management of the overall tourism sector. support the destination government allocates to the tourism sector. These have been divided into two broad groupings: Policies and Systems 1. Fundamentals e.g. aspects that need to be put into place A destination’s ability to develop tourism products is to a before effective and sustainable Tourism Product Development considerable degree a function of its political system and the can take place – in other words the necessary ‘hardware’. policies for the sector being pursued. The possibilities can vary 2. Principles and procedures e.g. the optimal steps in widely between centrally planned and free market economies, developing and bringing a tourism product to fruition – the as reflected in the differing role of the private sector. There are ‘software’. also the issues of the destination’s stage of economic development, and the government’s degree of endorsement There are three fundamental issues to which all destination for tourism in its economic development policy. Finally is the authorities need to give the most careful and detailed question of the stability of the destination and whether or not: consideration, namely: its tourism sector can operate without disruption from 1. Structures – establishing appropriate institutional political change; and it is perceived by the prospective arrangements for tourism. tourist as a safe place to visit. Variations in 2. Inter-agency coordination – tackling the challenge of policies and systems include: coordination both between central the form of political system in the destination; government departments and down the line to the regional and the degree of autonomy given to regional and local local administrations. governments within the destination; By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT 3. Planning system – establishing a planning system and a 9. Drawing up a marketing and promotion strategy to support full planning process that gives adequate guidance but the tourism product developments, and implement a encourages originality and stimulates investment. Tourism is programme of marketing communications. unlike any other economic sector in that it involves the state, private sector and community where it takes place. Under such circumstances: – planning for tourism is vital; – a different approach to policy and planning is needed to that used for other sectors; – in order to create an economically successful and fully sustainable sector over the long term, tourism planning should be comprehensive, fully coordinated and undertaken over an extended time frame. Then there are a series of principles that underpin all sound Tourism Product Development planning and successful operation, whether stimulated by the public sector or arising from private sector or community initiative: 1. Understanding market tastes and trends – market research; 2. Market: product ‘matching’; 3. Designating tourism development areas/zones; 4. Undertaking extensive stakeholder consultation – including with the local communities in the areas of development – in an open manner and in a spirit of co-operation; 5. Pursuing flagship development opportunities; Fundamental Issues in Tourism Development and Product 6. Identifying opportunities for clusters, circuits and events; Planning 7. Preparing a full product portfolio and investment plan; Tourism Organisational and Institutions Structures 8. ensuring that personnel with the appropriate tourism The complexity of the cross-cutting nature of tourism gives rise technical skills are in place at national, regional and local to the problem of coordination – discussed later in this chapter levels to carry the process of Tourism Product Development – since tourism, by virtue of being a temporary increase in the forward; and population of the destination, has all the needs and impacts of By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT the permanent population – and a few additional ones. It is a with public works, education/training/labour and foreign affairs. question of whether tourism should be: Nowadays, it tends to be associated with the main resources treated separately for government policy and planning utilised for tourism e.g. culture, natural resources. purposes; National and Regional Coordination linked with another government ministry or department Coordination for tourism occurs both horizontally (e.g. according to the destination’s development priorities; or inter-sectoral between different government departments and incorporated within all the other sectoral government agencies) and vertically (e.g. between different levels of ministries and departments of which it is a part. government). It is vital at central level between the different ministries and departments with responsibility for an aspect If “tourism” is not specified in the title of the government related to tourism, as well as between central, ministry or department responsible for it, there has been the regional/provincial and local levels. tendency in the past for it to be treated as an insignificant The means of putting in place a system of delegated authority sector by government policy makers and planners; but if and communication between central, regional and local tourism is a stand alone ministry or department, there arises governments to achieve effective coordination will vary from the problem of coordinating the needs and impacts of the destination to destination, depending on government structure sector as they relate to the responsibilities of other and present institutional arrangements. The need is to avoid government ministries and departments. Tourism has always creating unwieldy bureaucratic structures while giving struggled to have a position within the government institutional stakeholders at each level – including at local level – and from hierarchy commensurate with its contribution to the economy the private sector a “voice” in plans and strategies developed of the country. It was seen as a ‘candyfloss’ sector rather than for the country and the regions within it. Furthermore, this a ‘real’ industry. Though that perception has gradually been “voice” needs to be based on sound, technical knowledge of rectified over the decades, and tourism has moved up in the tourism, and to be representative of the divergent views about hierarchy of ministries over the past two decades in line with tourism development and marketing. its importance to the economy and the stand-alone ministry Comprehensive, Integrated and Inclusive Planning now has a far stronger standing with other ministries and Tourism has a huge range of direct and indirect impacts – as departments, the sector still punches below its weight in terms explained earlier since tourism takes place where other people of government recognition and status in many destinations. live, it adds to the needs and impacts that the permanent Historically, tourism has tended to be combined with other population has, as well as creating the need for special areas, selected on the basis of their synergies and in line with facilities such as commercial lodging. Government planning, government priorities e.g. civil aviation, economic planning, regulation etc is therefore needed. trade and industry, arts and culture, environment, sports. There have even been examples where it has been combined CHAPTER 2B FUNDAMENTALS OF By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT TOURISM PRODUCT DEVELOPMENT PLANNING UNWTO outlines the best practice guidelines for market Principles and Procedures for Tourism Product research as follows: First, the research objectives have to be DevelopmentLike for any product development, tourist clearly stated. These could include: attractions, activities, facilities and events must first and to obtain an understanding of how visitors/potential visitors foremost be in line with the tastes and trends of the market. perceive the destination and its principal competitors e.g. Destinations need to know what the market likes, what it is overall awareness, strengths, weaknesses; looking for, and how its preferences are changing and are to identify the markets/segments with greatest interest in, and likely to change in coming years. Demand is not static and is potential for, the destination; branding subject to a wide range of influences – including marketing to identify the characteristics and profile of markets/segments and promotional campaigns. with the greatest potential for the destination. Market Research Having agreed on the market research objectives, the next It is the basis on which concepts are checked and translated task is to decide on the market research approach, usually into reality, and then supported through marketing and involving the use of multiple methods, both desk research of promotional action programmes. Understanding the tastes and published or other accessible materials, as well as primary trends in demand of tourists is one of the most fundamental research. requirements for successful destination Tourism Product Among the different types of research required are: Development. Unless we understand what the visitor would 1. existing product inventory/audit; like us to provide it is difficult to be sure that what we offer is 2. tourism trends overview and analysis – international, acceptable and preferable to that available in other regional and in the destination and its competitors; destinations. Then, once the product opportunities have been 3. visitor survey – designed to be representative by taking assessed and developed, a targeted marketing campaign account of the volumes of tourist flow by season and range of converts the potential into demand. No destination can, destinations visited within the country; and therefore, establish a product development portfolio without: 4. competitor analysis – focused on the style, standard and 1. an extensive system for the collection, analysis and strengths/weaknesses of products, prices, marketing approach interpretation of tourism statistics related to tourism in their etc. destination e.g. through border entry/exit points, lodging Stakeholder Consultation and Collaboration establishments, registered/ licensed attractions and activities; - Given the multiplicity of interested parties in tourism 2. a programme of regular market research and ad hoc studies development, a prerequisite for successful planning is into the scale, structure, profile, characteristics and trends in achieving a balance between the various needs and values of major and prospective source markets andsegments. the entities involved and building trust between them. The process of consultation and consensus building is, thus, a crucially important element in the development of tourism and By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT the attractions, activities and facilities that are provided for the “truth”, and not overly focus on the short-term interest visitors. To be fully effective, such consultation needs to take management as expressed in “facts” as seen from the tourism place at, and between, all levels of the administration, with the planner’s viewpoint. private sector and local communities where tourism takes - Public consultation can take many forms – surveys, public place. meetings, group discussions with local interests, media - Consultation with local residents through their community features and feedback. leaders, faith organisations and community groups enables the Market: Product Matching planner to get a good feel of the types and scale of No consideration of marketing strategy or development of a tourismdevelopment that is likely to be sustainable within a marketing plan can proceed without detailed understanding of destination. The consultation needs to be genuine and the products available since it will be these products for which thorough, since the spirit of a community and its attitude demand is sought through the campaign undertaken. Products towards visitors is a key component of the tourist experience and markets are mirror images of each other. In this regard, and of sustainable tourism. the starting point in product development planning typically - While public consultation is a standard tourism planning involves the preparation of a comprehensive assessment of mechanism to deal with controversial issues, the means thedestination’s overall political, economic, sociocultural and utilised (e.g. public meetings, resident surveys) often serve technological – PEST – situation, and an audit/inventory of merely to identify the problems rather than resolve them. In tourism resources and assets – natural, cultural and historical many cases the focus has been on the technique rather than – and existing products. Combined with a SWOT analysis this the process, and the process has been interest based rather enables a comprehensive analysis and understanding of the than values-based. For effective consultation, four principles present situation to be developed. are identified by Smith (1984) and quoted by Hall (2000): The destination needs to have the right products to support 1. Real and regular consultation – starting early in the planning the brand image development that the NTO identifies as process and inclusive of all stakeholders. important to gain competitive advantage in the marketplace. 2. Development of a common information base. This demonstrates the vital interrelationship between product 3. Action plans which involve multiple stakeholders – designed and market. Marketing needs the right products; and the to encourage ongoing dialogue serving to encourage further products have to be designed to the market’s tastes and co-operation and anticipate difficulties. trends. 4. The use of a variety of effective mechanisms including There are a number of factors that can lead to the mediation and zoning. fragmentation of the destination’stourism product presentation - To convince local interests that their voice is being heard it is and can therefore be a major contributory element in important that tourism planning, and public participation as a theabsence of sufficient critical mass of tourism products to component of it, addresses values and peoples’ perception of By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT attract significant inflows of visitors. The primary such factors isolated from other possible attractions, in that they do not are: form part of established and promoted destination packages, the lack of a clear tourism development and marketing clusters or circuits. strategy based on a prioritised list of products assessed in Product development to create substantive destination respect of their market (and market segment) potential, and products to achieve the necessary critical mass to attract the lack of coordination of marketing and promotional efforts private sector investment must be seen as a priority for the of the NTA, tourism associations and institutions, local development of tourism in such destinations. authorities and private sector operators of visitors. The Tourism and Product Development Areas (TDA/NDAs) situation can be further exacerbated by: The establishment of a tourism development strategy related inadequate levels of marketing and promotional support from to an expanded range of tourism products can best be the State agencies responsible for the tourism sector; achieved through the designation of a system of tourism weak coordination of existing marketing efforts between the development areas (TDAs) based on separate and distinctive public and private sectors leading to fragmentation of the character zones. This approach, which was designed and destination’s tourism product presentation; implemented by Tourism Development International in South limited technical tourism knowledge in the public Carolina, United States of America, has the benefit that it gives administration – both at State and district levels; and the destination authority and the ability to influence – even the lack of effective coordination of the tourism private control – both the location and type of tourism development sector. that takes place. - Without product development support input from the centre, An example of a three tier system could be as follows: the role of the regions and local administrations in promotion TDA 1 open to all forms of tourism development; and visitor information undermines an integrated approach to TDA 2 open for certain types of development limited by type tourism development. In addition the absence of a national and scale; Tourism Product TDA 3 maintained free of new tourism development other - Development plan will result in an uncoordinated series of than small scale by local communities. non-tourism market-related developments. Flagship and Hub Development - To invest substantive financial resources in promoting a wide A central component of a destination’s differentiation is a spread of destinations cannot be justified when these areas flagship tourism attraction. Flagship tourism products are are: those with such strong market appeal that they determine the not individually significant as tourist destinations; travel decision and choice of destination. Their role is therefore difficult to find/travel to; and vital to destinations. Once a destination has a flagship attraction, all elements of the tourism sector can benefit. Extra demand is generated for the accommodation sector as By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT flagship product visits typically involve an overnight stay in the More effective, however, are events held on a recurring basis destination. Other destination attractions andfacilities also (e.g. music and dance street events such as Rio de Janeiro’s benefit through increased patronage and custom. The Carnival and New Orleans Mardi Gras, and the Edinburgh economic benefits to a destination from a flagship tourism Festival (arts)). development can, thus, be extensive. Cluster, Circuits and Events Flagship tourism products can take one, or a combination of, Cluster Development three forms: Cluster development can be: 1. Major development. This can typically be a historic/cultural 1. linked to a flagship on the ‘hub and spoke’ principle; edifice that acts as an icon for a country (e.g. the Pyramids of 2. a grouping of attractions and activities in a geographic area Egypt, India’s Taj Mahal) or a purpose-built visitor attraction for that is on a readily accessible route NB if not linked to a an individual destination, such as the Eiffel Tower in Paris, the flagship, the number of features needs to be greater; London Eye or Dublin’s Guinness Storehouse. 3. a grouping of attractions and activities that are linked 2. Cluster of individual products. A tourism flagship can take through a common theme or interest e.g. traditional rural the form of complementary tourist attractions that have lifestyle, cycling/horse riding/hiking trails. thepotential to develop and contribute to the implementation of Product clusters are typically delivered, and promoted, as a coherent marketing strategy. Depending on the location of circuits, or trails. Most clusters and trails would not occur the destination, its stage on the TALC, the size of its without some form of public sector initiative domesticpopulation and the range and type of existing to group the multiple stakeholders, getting them to work and attractions, criteria for a flagship cluster can be set specifying: cooperate with each other; and, in some instances; - the minimum number of attractions it should comprise; to support the development of the cluster through direct - its role as a gateway, or hub, to a tourism development area; intervention – then route facilities and amenities that travelers - its ability to draw on adequate commercial lodging in the along the prescribed might need. area; and the minimum total investment required. o Circuits, Roads and Trails The concept of a flagship cluster is valid though in practice Circuit or trail development as a tourist attraction is not simply there tends to be a single major attraction as the flagship and putting together a route based on the location of various several mid-to-small attractions and activities comprising features. There has to be a central linking theme or interest, thecluster supporting, and benefitting from, the major flagship. and the route should provide distinct attractions and 3. Keynote event activitiesalong it, with a range of facilities at key places along The organisation and operation of regular or one-off major it. It is the integrated development based on a specific theme sporting, arts/culture or trade events (e.g. Olympic Games , that makes the route attractive. Soccer World Cup, Expo) can serve to establish a o Events and Festivals destination’s reputation as an important tourism destination. By: Melody Mitch  TOURISM PRODUCT DEVELOPMENT The organisation of events and festivals can meet a number of central component of tourism. Two of the adages of tourism destination tourism sector objectives: marketing arising from this situation are that: “you cannot test 1. offset seasonal imbalances by holding events in the drive a holiday” and “in tourism, theperception is the reality”. shoulder and off seasons e.g. Halloween Festival at the end of As noted earlier, it is a fundamental principle that the products October developed should reflect the market’s tastes and trends. It 2..improving international perception and image of the country follows then that TourismProduct Development is only half of – the example of St. Patrick’s Festival, and the task of developing a successful tourism destination. Once 3. attracting visitor segments to whom the destination’s other developed, the products have to be brought to the attention of attractions do not appeal the market and presented in a way that stimulates interest, Human Resource Development desire and action to purchase. It would be wrong, therefore, The ability of any destination to plan, implement and operate not to stress the importance of marketing and promotion as a tourism attractions and activities is totally dependent on the key component of successful Tourism Product Development. supply of appropriately educated and trained personnel at all Given the physical and mental distance between the levels of government and among the private sectors. Central destination and the prospective tourist, it is also clear that government tourism officials need to understand the working someone who has been to the destination becomes an active of, and trends in, the international tourism part of promotional activities for that destination through system; while satisfying the needs and wishes of tourists in the word-of-mouth based on actual experience. With the universal market segments being targeted is the paramount requirement usage of the internet and social networking sites, the spread of for those charged with the implementation and operation of communication by visitors to a destination is becoming ever tourism products. wider and more immediate. In consequence, the importance of delivering visitor satisfaction is intensifying. A cadre of tourism specialists needs to be established with their knowledge base kept upto-date. This will involve graduate and post graduate study focused on tourismdevelopments and new trends. It will require management and supervisory courses in the country, as well as a full range of vocational training programmes for tourism skills. Product Development and Marketing In an activity like tourism where the customer is “remote”from the place he/she is considering to visit, or from the tourism products and service available, marketing andpromotion is a By: Melody Mitch