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Slide #
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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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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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


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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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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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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!




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