Memory Tourism. Göran Andersson

Transcription

1 Memory Tourism Part 1: - Presentation of Södertörn University - The phenomenon visitor attractions by Göran Andersson (Södertörn University, Sweden) SH - Tourism Studies 1

2 Presentation * Göran Andersson * Head of the tourism studies department * Contact info: [email protected] SH - Tourism Studies 2

3 The history of the tourism academy * International - Tourism Studies - England at the 1950s * In Sweden - As a program since As a discipline since * At Södertörn University - As a program since As a discipline since Master program since SH - Tourism Studies 3

4 The education * The bachelor s program * The master`s program * Courses on the undergraduate level * Courses on the advanced level * 8 international courses * One semester internship course SH - Tourism Studies 4

5 Research at Södertörn university * Overall theme: Big city region Sub themes: - Hospitality management - Sustainable destinations - Experiences and visitor attractions - Tourism communication - Meetings industry - The Sustainability concept SH - Tourism Studies 5

6 Community engagement * Business education * Cooperation with business and interested parties * Investigations och applied research * The industry council * Trainee semester * Alumni group SH - Tourism Studies 6

7 The phenomena Visitor attractions - Can we really define visitor attractions? -A tourism product based on a permanent or temporary object related to a destination, which the tourism industry or other interested parties can develop and market, and which motivate groups of people to travel for different purposes such as experiences and meetings (Andersson 2009) SH - Tourism Studies 7

8 Definitions of visitor attractions The Narva Castle, Estonia) Visitor attractions are at the heart of the tourism industry, they are motivators that make people want to take a trip in the first place (Swarbrooke 2000) A visitors attraction can be defined as an element in an arena, which is an area, a meeting place or a focused activity, which give impact to the following: a place from attracting the visitor, gives a wonderful experiences, gives satisfaction to its customers, offers enough in terms of facilities and has a strategy to have either free entrance or payment (Walsh-Heron & Stevens) SH - Tourism Studies 8

9 Why do people travel? - motivators (Swarbrooke, 2003) SH - Tourism Studies 9

10 What helps people to travel? influencing factors (Swarbrooke, 2003) SH - Tourism Studies 10

11 Types of attractions Two dimensions for all attractions: * a) Cognitive and/or perceptual categories such as education * b) Adventure which creates human experiences (Lew 2000) Dicothomy: a) Natural built b) Private public ownership c) Free paid d) in cluster isolated e) On a travel route or situated in a rural/urban environment (Fyall, Garrod & Leask 2003) (The ice hotel at Jukkasjärvi, Sweden) SH - Tourism Studies 11

12 Focused classification criteria - temporary or permanent - nature and culture - build as an attraction / not build as an attraction Kaali field of meteorite craters, Saaremaa islands, Estonia SH - Tourism Studies 12

13 Graham & Lennon, 2002 Scottish visitor attractions SH - Tourism Studies 13

14 RANKED ATTRACTIONS IN STOCKHOLM Number of visitors (in thousands 2012) 1 Kulturhuset (incl. Stadsteatern) 2,910 2 Stockholm Globe Arenas (incl. SkyView) 1,662 3 Skansen 1,415 4 Gröna Lund 1,408 5 Archiepelago tours, Strömma Group 1,245 6 Vasamuseét 1,218 7 Eriksdalsbadet swimming center 1,066 8 Stockholmsmässan Swedish Museum of Natural History Moderna museét Casino Cosmopol Fotografiska Junibacken City Hall National Museum Kungl. Slottet, Visningsvåningarna The Kaknäs tower Friends Arena Museum of Science and technology The Stockholm Concert Hall SH - Tourism Studies 14

15 Attractions - activities and revenues Garrod, Leask and Fyall, SH - Tourism Studies 15

16 Attraction prerequisites -> Part Attraction context * Direct factors - e.g. Culture heritage and natural scenery Indirect factors - e.g. strong local demand and good infrastructur SH - Tourism Studies 16

17 The visitor * Market segmentation: Geographical: close area, region, nationally och internationally Demographical: income, age och travel partners Psykografical: eco tourism och urban turism Behavioural: first time visitor and many times visitors * Understanding the individual customer SH - Tourism Studies 17

18 Litvin, 2007 A study of Charleston, South Caroliona SH - Tourism Studies 18

19 Human experiences The interaction between human being and object Consumer behaviour and decision making Motivators and restriction factors

20 Pine & Gilmores model of the experience delivery s dimensions SH - Tourism Studies 20

21 Expericence landscape experience dimension - in relation to the life cycle Escapism Kick Comfort Risk Rest Competence Contact Conncection Parks And Resorts Scandinavia AB SH - Tourism Studies 21

22 The human visitor experience and the tourism product Coreattractions General travel Tourist service SH - Tourism Studies 22

23 The attraction product Product levels: 1) The core product is the imagescape The attraction itself: consists of an image. The purpose is to mediate the visitors potential experience to the market. 2) Commodities and services to add value or support the imagescape 3) Supporting facilities such as a) general service and b) augmented imagescape The product package SH - Tourism Studies 23

24 The core attraction * Define and analyse the core attraction * e.g. What is the core attraction when going to the Viking town Birka in Sweden The Viking town Birka SH - Tourism Studies 24

25 The A-criteria experience model (Andersson, 2012) Attraction object related criteria: 1) Activities Did you yourself participate when visiting the attraction? 2) Authentic - Did the artefacts and events feel real? 3) Accessible Is the attraction s espericence easy to reach from a logistical point of view? Experience quality related criteria: 4) Affection Did the attraction move you emotionally? 5) Aha-experience Did you get a strong experience from the visit? 6) Absorption Did you escape from your normal life into the experience? 7) Adaption Is the attraction info/message easy to understand? Visit purpose related criteria: 8) Adventure Was the experience exciting? 9) Aestetics Was the experience pleasing to the senses concerning the nature of beauty, art and taste? 10) Academic Was the experience related to higher learning? SH - Tourism Studies 25

26 General travel experience Product package gives experiences - travel to/from the place - different accommodation - simple meal/ exclusive meal SH - Tourism Studies 26

27 Experiences of tourist services * Frequent and time coordinated transports * Displayed and personal information * Storage space and toilets SH - Tourism Studies 27

28 Attraction economy (Fyall, Garrod & Leask 2003) SH - Tourism Studies

29 Demand analysis and pricing strategy * Central Florida theme park pricing behavour (Fyall, Garrod & Leask 2003) * The elasticity model: an increase/decrease of the price factor (independent variable) will result in an increase/decrease of the demand (dependant variable), where 1.0 means to the same level and 0 means no effect at all * Disney s own pricing: Disney s pricing compared with Disney s attendance had an elasticity coefficient This means that if Disney increase the price with 10 % the attendeance decreased with 0.3 %. * Competitors pricing: Universal price compared with Disney s attendance had an elasticity coefficient * Macro factors: a) Per capita disposable income (elasticity coefficient 1.0) and b) Population (elasticity coefficient 2.89) * The tourism industry in general: a) Unleaded gas price (elasticity coefficient -0.14); b) Air fares (elasticity coefficient -0.38) and c) Lodging prices (elasticity coefficient 0,42)) SH - Tourism Studies 29

30 Attraction development Triangle elements of the development process: Imagescape Localisation Market (Fyall, Garrod & Leask 2003) SH - Tourism Studies 30

31 Thank you for your participation - With a hope of future developed and marketed destinations and visitor attractions from a sustainable perspective The Viking town Birka at Youtube (3 minutes): 3ows&feature=player_detailpage SH - Tourism Studies 31