The competitive destination : a sustainable tourism perspective PDF
Preview The competitive destination : a sustainable tourism perspective
Color profile: Disabled Composite Default screen The Competitive Destination A Sustainable Tourism Perspective 1 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:40 PM Color profile: Disabled Composite Default screen 2 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:40 PM Color profile: Disabled Composite Default screen The Competitive Destination A Sustainable Tourism Perspective J.R. Brent RITCHIE World Tourism Education and Research Centre University of Calgary Alberta Canada and Geoffrey I. CROUCH School of Business La Trobe University Melbourne Australia CABI Publishing 3 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:41 PM Color profile: Disabled Composite Default screen CABIPublishing is a division of CAB International CABIPublishing CABIPublishing CAB International 44 Brattle Street Wallingford 4th Floor Oxon OX10 8DE Cambridge, MA 02138 UK USA Tel: +44 (0) 1491 832111 Tel: +1 617 395 4056 Fax: +44 (0)1491 833508 Fax: +1 617 354 6875 E-mail:[email protected] E-mail:[email protected] Web site:www.cabi-publishing.org ©CABInternational 2003. All rights reserved. No part of this publication may be reproduced in any form or by any means, electronically, mechanically, by photocopying, recording or otherwise, without the prior permission of the copyright owners. A catalogue record for this book is available from the British Library, London, UK. Library of Congress Cataloging-in-Publication Data Ritchie, J. R. Brent The competitive destination : a sustainable tourism perspective / by J.R. Brent Ritchie and G.I. Crouch p. cm. Includes bibliographical references (p. ). ISBN 0-85199-664-7 1. Ecotourism. I. Crouch, G. I. (Geoffrey I.) II. Title. G156.5.E26R57 2003 338.4′791--dc21 2003000800 ISBN 0 85199 664 7 Typeset by AMADataSetLtd, UK Printed and bound in the UK by Cromwell Press,Trowbridge 4 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:41 PM Color profile: Disabled Composite Default screen Contents Preface x Acknowledgements xv Foreword xvii 1 The Evolving Nature of Competition andSustainability 1 Destination Competitiveness: Its Nature and Its Evolution 1 Components of the Competitive Universe 1 The Dimensions of Tourism Competitiveness 2 Economic competitiveness 2 Political competitiveness 3 The renaissance of the city-state 4 Socioculturalcompetitiveness 5 Technological competitiveness 5 Environmental competitiveness 6 Some General Observations on how the Competitive Environment is Evolving 7 Evolution of the travel experience demanded 7 Demographics are redefining the foundations of competitiveness 7 Crisis and renewal a re being forced upon destinations as a strategy for competitiveness 7 2 Conceptual and Theoretical Perspectives 9 Part I. The Competitive Destination 9 Competitiveness: Theoretical and Managerial Dimensions 11 What is this thing called competitiveness? 11 A framework for understanding competition 14 Competitiveness in the service sector 18 The Nature of Comparative and Competitive Advantage in Tourism 19 Understanding the travel trade 19 Comparative advantage 20 Competitive advantage 23 Destination competitiveness 24 Linking Destination Competitiveness to Performance 26 Tourism markets 26 Target market strategy 27 Destination performance 28 v 5 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:41 PM Color profile: Disabled Composite Default screen vi Contents Summarizing the steps to destination success 29 The Philosophy of Sustainable Competitiveness for Tourism Destination Development 29 Charting the Destination’s Sustainable Course: Crafting a Vision and Establishing Goals 30 Tourism planning in the context of overall social and economic development 30 Allocating resources: tourism’s share 31 Part II. The Sustainable Destination 33 The Birth and Evolution of Sustainable Tourism 33 Sustainable Tourism: a Comprehensive Examination 36 The Parallel Emergence ofEcotourism 38 The World Tourism Organization andEcotourism 40 Some concluding observations 44 Managing Tourism from aSustainabilityPerspective 44 Ecologicalsustainability 44 Economicsustainability 46 Socioculturalsustainability 47 Politicalsustainability 47 Achieving Sustainable Tourism 49 Creating and Managing a SustainableEcotourismDestination 49 Conclusion 49 3 A Model of Destination Competitiveness 60 The Origins of a Conceptual Model 61 An Overview of the Model 62 The global (macro)environment 62 The competitive (micro)environment 66 Core resources andattractors 68 Supporting factors and resources 69 Destination policy, planning and development 71 Destination management 73 Qualifying and amplifying determinants 75 4 TheMacroenvironment: Global Forces Shaping World Tourism 79 Global Forces: an Onionskin Taxonomy 80 The outer layer 81 The intermediate layer 83 The inner layer 85 The Interdependence of Global Forces 86 Analysingand Understanding Global Forces 86 Global forces and tourism demand 92 Global forces and tourism supply 92 Assessing the impact of global forces on destination performance 92 Global forces and destination policy 93 Global forces and destination management 93 Global forces and destination organization 94 5 The Competitive (Micro)environment: the Destination and the Tourism System 95 Suppliers 97 Tourism and Hospitality Enterprises 99 Marketing Intermediaries and Facilitators: the Industry’s Lubricants 100 6 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:41 PM Color profile: Disabled Composite Default screen Contents vii Customers: the Ultimate Driving Force 102 Related and Supporting Industries 104 Destination Management Organizations 104 Publics: Stakeholders and Watchdogs 105 The Destination: Internal Environment andModus Operandi 106 Other Competing Destinations 108 The Tourism System: Integrative Impacts 108 6 Core Resources andAttractors: the Essence of Destination Appeal 110 Destination Physiography and Climate: the Natural Edge 111 Destination Culture: the Lure of Human Distinctiveness 115 The elements of culture 115 What is culture? 116 Major dimensions of cultural attractiveness 117 Forms of culture 118 Culture and consumption 118 Activities: the Nike ‘Just Do It’ Mentality ofTravellers 118 Special Events: In Search of the Stroke of Genius That Creates Destination Uniqueness Through Local Insight and Entrepreneurship 119 Entertainment – the Show Must Go On! 123 Developing and managing entertainment tourism 125 Tourism Superstructure: ‘If You Build it, They Will Come!’ 125 Market Ties: the Ties That Bind 127 Personal ties 127 Organizational and professional ties 128 7 Supporting Factors and Resources: Elements that Enhance Destination Appeal 130 Infrastructure: Providing a Foundation for Successful Tourism 132 Accessibility: Addressing the Curse or Blessing of Location 134 Facilitating Resources: Human, Knowledge and Financial Capital 136 Hospitality: Resident Attitudes Towards Tourists and Tourism 139 Enterprise: the Generation of Human Energy 140 Political Will: Is Tourism Part of the Political Landscape? 142 8 Destination Policy, Planning and Development 145 The Nature of Tourism Policy, Planning and Development 146 Distinguishing between destination policy planning and development and destination management 147 Tourism Policy: a Definition 148 Why is tourism policy important? 148 Areas addressed by tourism policy 149 The many other influences on tourism policy 150 Themultidisciplinarynature of tourism and tourism policy 151 Defining the Focus of Tourism Policy: the Competitive/Sustainable Destination System 151 Types and levels of tourism destinations 151 The major parameters of tourism policy and tourism destination management: competitiveness andsustainability 151 Tourism Policy: Context, Structure, Content and Process 153 The context of tourism policy 153 The components of tourism policy 153 7 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:41 PM Color profile: Disabled Composite Default screen viii Contents Crafting Versus Formulating a Vision 154 Example 1: a pragmatic vision 155 Example 2: a more idealistic vision 157 Destination Positioning/Branding 164 Destination Development 165 Competitive/Collaborative Analysis 166 Monitoring and evaluation 166 Destination audit 166 Relating Policy to Strategy and the Development Process 167 Supply development strategies 167 Demand development (marketing) strategies 172 Summary 181 9 Destination Management: the Key to Maintaining a Sustainable Competitive Advantage 183 The Process of Destination Management 184 Organization 184 Level of the destination management organization 184 Internalprogrammes 185 Externalprogrammes 188 Marketing (Promotion?) 188 Identification of strategic markets for the destination 189 Measuring destination awareness and image 190 Monitoring destination awareness and image 193 Destination branding 193 The branding of experience 196 Distinguishing among elements of the destination experience for branding purposes 198 Measures of brand effectiveness 199 Assessing destination brand effectiveness 199 Achieving success in branding 199 Destination positioning 200 Market segmentation 204 Developing logos, themes and advertising support 204 Managing the Quality of Visitor Service and the Visitor Experience 205 Structure of the service experience 206 Management implications of adapting a quality-of-experience framework 208 Managing Information/Research (I/R) 209 Managing inward I/R flows 210 Managing outward I/R flows 211 Human Resource Development 211 Finance and Venture Capital Management 212 Visitor Services and Visitor Management 213 Services and the experience economy 213 Systems for visitor management 214 Stewardship: Taking Care of the Tourism Resource Base 215 Must stewardship be formalized? 216 Crisis Management: the Emergency Side of Stewardship 218 Types of risk/crisis 221 Mechanisms to deal with crises 228 Organizational systems 228 8 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:41 PM Color profile: Disabled Composite Default screen Contents ix Destination stakeholders 228 Crisis management scenarios 228 Summary 229 Some final observations on crisis management 229 10 Qualifying and Amplifying Determinants: Parameters that Define Destination Potential 233 Destination Location: Blessing or Curse? 234 Destination Safety: Security or Threat? 237 Destination Cost Levels: Reality or Perception? 240 Destination Interdependencies: Synergy or Substitute? 243 Destination Image: Perceptions of People and Place 245 Carrying Capacity: Hard and Soft Constraints to Growth 246 11 The Destination Audit: Putting the Model to Work 249 The Philosophy of the Audit Concept 250 The Nature of a Destination Audit 252 Preparing for a Destination Audit 253 Implementing the Audit 255 Destination Diagnostics 256 Index 267 9 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:41 PM Color profile: Disabled Composite Default screen Preface Likemanypublishedworks,thisbookistheproductofatruelabouroflove.Itisanattemptby the authors to capture and convey the essence of what they believe is important to successful tourism. As the title of the book indicates, the focus of our efforts is the tourism destination itself. While many other paradigms have been the basis of books on tourism, we believe that, from a managementperspective,thedestinationisthefundamentalunitonwhichallthemanycomplex dimensionsoftourismarebased.Othershave,quiteappropriately,focusedonvariousaspectsof tourism,suchasthetourismexperienceandhumanbehaviourintourism(PizamandMansfeld, 1996).Increasingly,manyareexaminingtourismfromanenvironmentalorasustainabletourism perspective(Swarbrooke,1999).Agreatnumberhavechosentotakeamore‘micro’perspective byfocusingontheoperationofthesuccessfulhospitalityfirm(Lefever,1996).Agreatmanyhave alsofocusedonmarketingintourism(Morrison,1989).Whileallofthesedifferentviewsoftourism areveryvaluable,webelievethatafocusonthedestinationprovidestheintegratedperspectivethat adestinationmusthaveifwearetocomprehend,pulltogetherandmanageallthemanyelements that determine the success of a tourism destination. Wehavepreparedthisintegratedapproachtodestinationmanagementonthebasisofthree maintypesofinput.First,wehavebenefitedenormouslyfromthepublishedworksofourmany colleagues,whohaveexaminedth emanyfacetsoftourismingreatdepth.Wetrustthatwehave adequately recognized these contributions, although this is never entirely possible. Second, the bookisbasedonourownresearch,whichhasspannednearlyadecadenow.Thisresearchfirst sought inputs from managers in various national tourism organizations around the world. More importantly,ithasbenefitedfromtheinsightsprovidedbyseniormanagersfromConventionand Visitor Bureaux throughout North America and elsewhere, most of whom are members of the InternationalAssociationofConventionandVisitorBureaus.Weareespeciallygratefulfortheir contributions. Further, we have also been the beneficiaries of assistance and critiques from the many graduate students with whom we have worked over the years. Otherthanfocusingondestinationmanagement,whatkindofbookisthis,andforwhomhas itbeenwritten?Thebookisprimarilyintendedtoprovidedestinationmanagerswithanoverall understandingofthecomplexnatureofthetasktheyfaceintheireffortstoenhancedestination performance,andthusachievedestinationsuccess.Duetolimitationsofspace,itcannotanddoes not seek to provide detailed operational guidance on each of the many dimensions affecting destination performance. Hopefully, however, it does provide a basic understanding of all the manyfacetsofdestinationmanagementandhowtheyneedtobeintegratedifadestinationisto competesuccessfullyonasustainablebasis.Inseekingtodoso,itstronglystressesthecriticaland vitalroleofthedestinationmanagementorganizationinprovidingleadershipandcoordinationfor x 10 Z:\Customer\CABI\A4527 - Brent Ritchie\A4592 - Ritchie - First Revise vp8 #F.vp Wednesday, June 25, 2003 3:54:41 PM
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