Memory Tourism Part 1: - Presentation of Södertörn University - The phenomenon visitor attractions by Göran Andersson (Södertörn University, Sweden) 2013-07-27 SH - Tourism Studies 1
Presentation * Göran Andersson * Head of the tourism studies department * Contact info: goran.andersson@sh.se 2013-07-27 SH - Tourism Studies 2
The history of the tourism academy * International - Tourism Studies - England at the 1950s * In Sweden - As a program since 1978 - As a discipline since 2003-2004 * At Södertörn University - As a program since 1999 - As a discipline since 2004 - Master program since 2008 2013-07-27 SH - Tourism Studies 3
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 2013-07-27 SH - Tourism Studies 4
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 2013-07-27 SH - Tourism Studies 5
Community engagement * Business education * Cooperation with business and interested parties * Investigations och applied research * The industry council * Trainee semester * Alumni group 2013-07-27 SH - Tourism Studies 6
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) 2013-07-27 SH - Tourism Studies 7
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) 2013-07-27 SH - Tourism Studies 8
Why do people travel? - motivators (Swarbrooke, 2003) 2013-07-27 SH - Tourism Studies 9
What helps people to travel? influencing factors (Swarbrooke, 2003) 2013-07-27 SH - Tourism Studies 10
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) 2013-07-27 SH - Tourism Studies 11
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 2013-07-27 SH - Tourism Studies 12
Graham & Lennon, 2002 Scottish visitor attractions 2013-07-27 SH - Tourism Studies 13
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 976 9 Swedish Museum of Natural History 511 10 Moderna museét 493 11 Casino Cosmopol 457 12 Fotografiska 427 13 Junibacken 392 14 City Hall 365 15 National Museum 352 16 Kungl. Slottet, Visningsvåningarna 328 17 The Kaknäs tower 310 18 Friends Arena 300 19 Museum of Science and technology 276 20 The Stockholm Concert Hall 272 2013-07-27 SH - Tourism Studies 14
Attractions - activities and revenues Garrod, Leask and Fyall, 2007 2013-07-27 SH - Tourism Studies 15
Attraction prerequisites -> Part Attraction context * Direct factors - e.g. Culture heritage and natural scenery Indirect factors - e.g. strong local demand and good infrastructur 2013-07-27 SH - Tourism Studies 16
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 2013-07-27 SH - Tourism Studies 17
Litvin, 2007 A study of Charleston, South Caroliona 2013-07-27 SH - Tourism Studies 18
Human experiences The interaction between human being and object Consumer behaviour and decision making Motivators and restriction factors 2013-07-27 19
Pine & Gilmores model of the experience delivery s dimensions 2013-07-27 SH - Tourism Studies 20
Expericence landscape experience dimension - in relation to the life cycle Escapism Kick Comfort Risk Rest Competence Contact Conncection Parks And Resorts Scandinavia AB 2011 2013-07-27 SH - Tourism Studies 21
The human visitor experience and the tourism product Coreattractions General travel Tourist service 2013-07-27 SH - Tourism Studies 22
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 2013-07-27 SH - Tourism Studies 23
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 2013-07-27 SH - Tourism Studies 24
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? 2013-07-27 SH - Tourism Studies 25
General travel experience Product package gives experiences - travel to/from the place - different accommodation - simple meal/ exclusive meal 2013-07-27 SH - Tourism Studies 26
Experiences of tourist services * Frequent and time coordinated transports * Displayed and personal information * Storage space and toilets 2013-07-27 SH - Tourism Studies 27
Attraction economy (Fyall, Garrod & Leask 2003) SH - Tourism Studies 2013-07-27 28
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 -0.03. 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 -0.68. * 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)) 2013-07-27 SH - Tourism Studies 29
Attraction development Triangle elements of the development process: Imagescape Localisation Market (Fyall, Garrod & Leask 2003) 2013-07-27 SH - Tourism Studies 30
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): http://www.youtube.com/watch?v=e3_yvl3 3ows&feature=player_detailpage 2013-07-27 SH - Tourism Studies 31