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1
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Lunch & Learn
PowerPoint
Graphics How
-
to
DEB ANGUS
Sample of
model published in report
Procedural Rules
Vision, Principles & Goals
Issue Analysis/Resolution
Final Report
Interest Sectors
Representation Within
Individual Sectors
Information
Sharing
Input
to
Issue Identification
Public Involvement
State of the Valley
First Nations
-
Siksika
First Nations
-
Wesley
Park
Users
Banff Bow Valley
Study Task Force
Infrastructure
\
Transportation
Social
\
Health
\
Education
Commercial
Outdoor
Recreation
Commercial
Visitor
Services
Tourism/
Marketing
Culture/
Heritage
Local
Environment
National
Environment
Municipal
Government
Federal
Government
Technical
Expert
Input
Chair
Committee
Constituency
Input
to
BBVS
ROUND TABLE
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3
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Tourism Course
Department or Discipline
Tourism
Studies
Sociology of
Tourism
Sociology
Parks and
Recreation
Source:
adapted from Jafar Jafari, University
of Wisconsin
-
Stout, Study of Tourism: Choices
of Discipline and Approach.
Disciplinary
inputs
to the
tourism
field
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4
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Mega
-
Event Impact on Destination
Awareness and Image:
An Empirical Study of the
1988 Olympic Winter Games
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Opening Ceremonies
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Graphics/Components(Colour2005)
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Sample of
animated/sectioned
model
–
when in show mode,
click on the model; when
finished displaying entire
model, then click off model
to proceed to next slide
Comparative
Advantages
(resource
endowments)
* Human resources
* Physical resources
* Knowledge resources
* Capital resources
* Infrastructure and
tourism superstructure
* Historical and
cultural resources
Competitive
Advantages
(resource
deployment)
* Audit & inventory
* Maintenance
* Growth &
development
* Efficiency
* Effectiveness
DCSModel(v1).ppt
DESTINATION COMPETITIVENESS & SUSTAINABILITY
SUPPORTING FACTORS & RESOURCES
Infrastructure
Accessibility
Facilitating Resources
Enterprise
CORE RESOURCES & ATTRACTORS
Physiography
Culture & History
Market Ties
Mix of Activities
Special Events
Superstructure
DESTINATION MANAGEMENT
Resource Stewardship
Marketing
Organization
Information
Service
COMPETITIVE (MICRO) ENVIRONMENT
GLOBAL (MACRO) ENVIRONMENT
Location
Interdependencies
Safety
Cost
QUALIFYING & AMPLIFYING DETERMINANTS
Philosophy
Audit
Vision
Development
DESTINATION POLICY, PLANNING & DEVELOPMENT
Sample of basic model received from Prof
Slide #
9
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COMPETITIVE (MICRO) ENVIRONMENT
GLOBAL (MACRO) ENVIRONMENT
DESTINATION POLICY, PLANNING & DEVELOPMENT
Philosophy/
Values
Vision
Audit
Positioning/
Branding
System
Definition
Development
Monitoring &
Evaluation
Competitive/
Collaborative
Analysis
Awareness/Image
QUALIFYING & AMPLIFYING DETERMINANTS
Location
Interdependencies
Safety/Security
Cost/Value
Carrying Capacity
Hospitality
SUPPORTING FACTORS & RESOURCES
Infrastructure
Accessibility
Facilitating Resources
Enterprise
Political Will
Comparative
Advantages
(resource
endowments)
* Human resources
* Physical resources
* Knowledge resources
* Capital resources
* Infrastructure
and tourism
superstructure
* Historical and
cultural resources
* Size of economy
Competitive
Advantages
(resource
deployment)
* Audit & inventory
* Maintenance
* Growth and
development
* Efficiency
* Effectiveness
Information/
Research
Visitor
Management
Finance
&
Venture
Capital
Quality
of
Service/
Experience
Crisis
Management
Entertainment
CORE RESOURCES & ATTRACTORS
Physiography
and Climate
Culture & History
Market Ties
Mix of Activities
Special Events
Superstructure
DESTINATION MANAGEMENT
Organization
Marketing
Resource
Stewardship
Human
Resource
Management
Sample of
hyperlinked model
(hyperlinks DISABLED for lite version)
POLICY RESEARCH
Analysis of overall
organizational situation with
a view to formulating major
policy proposals and
establishing their priorities
MANAGERIAL RESEARCH
Research related to a specific
important problem of limited
scope for which management
has need of additional
information on which to
base a decision
EVALUATION RESEARCH
Formal, objective measurement
of the extent to which a given
action, activity, or program has
achieved its original objectives
ACTION RESEARCH
Continuous gathering and
analysis of research data
and the feeding of the
findings into the organization
in such a manner as to
improve its functioning
OPERATIONAL
RESEARCH
A range of quantitative/
analytical techniques
designed to formulate
and test decision rules
which will permit
management to optimize
the relations between the
inputs and outputs of a
given operational
procedure
STAGES OF THE
MANAGEMENT
PROCESS
ANALYSIS
PLANNING
EXECUTION
CONTROL
L E V E L S O F M A N A G E M E N T A C T I V I T Y
STRATEGIC
MANAGERIAL / TACTICAL
OPERATIONAL
Coordination
Finance
Marketing
Production
Control
Personnel
Classification of research approaches according to the
three dimensions of the management process
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10
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Sample of
animated/hyperlinked model
–
hyperlinks DISABLED for lite version
How to Create a Genuine
Destination Brand Experience
1. Brand Assessment
2. BrandPromise
®
3. Brand Blueprint
4. Brand Culturalization
5. Brand Advantage
Define destination’s essence
and expe物敮瑩慬aco浭楴ie湴㬠
create para摩杭 sh楦i
Op瑩tize eco湯浩m im灡捴㬠
form alliances to enhance
brand equity
Think like a brand; live the
destination’s promise
Become distinctive in visitor’s
mi湤猠apart fr潭 oth敲e
des瑩ta瑩潮t
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Brand Assessment Overview
PURPOSE
•
Correctly identify a
destination’s current brand
perception
•
Gain consensus with the
CVB’s executive team on
current brand position
RESULTS
•
Determine how a destination is perceived today
•
Understand the importance of building a brand and
learn to see a destination as a visitor sees it
PROCESS
•
Evaluation of destination’s collateral and
materials
•
Evaluation of destination’s key competitive set
•
Interviews with key sales and marketing staffs
at the CVB as well as attractions and hotels
•
Interviews with key stakeholders including
CVB board members and city officials
•
Conduct visitor research (this includes
research from a variety of market segments
including meeting planners, tour operators,
travel media and leisure visitors; this could
also include geographic research such as
international leisure visitors)
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Brand Assessment: Destination Brand Research
OBJECTIVES
•
Assess and diagnose
visitor’s brand
perspectives
•
Determine strengths
and weaknesses
as a destination brand
•
Identify opportunities or
gaps to exploit
OUTCOME
•
A clear, concise picture of the destination brand today
•
Areas for improvement identified
•
Determination of key factors upon which to build destination’s BrandPromise
KEY CONSIDERATIONS
•
Evaluate latent strengths of a destination
from the perspective of the visitor experience
•
Determination of issues that could be
improved to enhance the destination’s brand
image
•
Research employed to examine destination
brand’s value proposition:
–
what experience does the destination
promise?
–
what is the ease of access and quality of
accommodations?
–
What information channels are available to
help with decision
-
making?
SUSTAI NABI L I T Y REPORT I NG CHARACT ERI ST I CS
Capital and Product Markets
(risk)
Political and Social Markets
(social license to operate)
Labor/Employee Markets
(self
-
learning and continuous improvement)
Communications to Stakeholders
via the Sustainability Report
Directors of Communication
Clarity of Stakeholder Identity
Deliberateness of Collecting Feedback
Broadness of Scope of Stakeholder Communication
Utilization of Stakeholder Communication for Learning
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Basic layout & sketch received from Prof
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15
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NATIONAL
INTERNATIONAL
Direct
Dependencies
for Livelihood
Indirect
Dependencies
for Livelihood
Fishers
Tourism
Govern
-
ments
&
Agencies
GNP
CDF
ECONOMIC
ENVIRONMENTAL
SOCIAL
Collaborating Logics in Sustainability
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16
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Finished Graphic with Motion Path Animation
–
click to activate animation
65% of population
are visual learners
30% are verbal learners
5% are experiential learners
SOURCE: Bradford, William C. (2004). “Reaching the Visual Learner: Teaching Property Through Art
.” (September 01, 2011).
The
Law
Teacher,
Vol
. 11,
2004
-
http
://
papers.ssrn.com/sol3/papers.cfm?abstract_id=587201
•
Theory about this
•
Theory about that
•
How to do this
•
How to do that
#1
#2
#3
#4
#5
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•
i
stock
photo
•
Creative Commons
•
dreamstime
•
123rf
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•
SlideShare
–
slideshare.net
•
TED Talks
–
ted.com/talks
•
Steve Jobs
-
http://www.youtube.com/watch?v=RHX
-
xnP_G5s
Thank You!
Slide #
25
of 25
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