Video #2 Tourism Model (12 slides, 5:44)

• published: 22 Mar 2015
• views: 2

Link: https://youtu.be/nBgzUvjSRRMSlides #1: Hi, my name is Dr. Stan McGahey. Welcome to my series of videos that will attempt to “Demystify Tourism”. The content of these videos is based on my experiences as a professor, consultant, writer, manager, and tourist in over 80 countries on 6 continents. Slide #2: When you look at the Tourism Model, you’ll recognize the topics and components of many future videos. Since most people have some travel experience, they think they also understand the tourism industry. But that’s a bit like driving a car and thinking you understand the automobile industry. Slide #3Tourism is a complex system with lots of moving parts. So, how do you explain it to everyone from students to government officials? A tourism model helps. Its labels and relationships help to identify its major components (internal and external) and depict the roles that each of them play. There are many tourism models, and none is perfect. This is the one I developed in an attempt to make sense of all those moving parts. Slide #4: The Tourism Model flows from top to bottom in the manner that a destination is developed and the tourism industry within it operates. It begins with the foundation components. The first part includes the destination’s vision of the tourism industry it hopes to create, which should be based on the community’s values and the tourism philosophy that is developed in correlation with those values. Slide #5: Next, is the second part of the foundation Tourism policy is government-led and provides the guidelines and legal framework for building a tourism industry that will realize the destination’s tourism vision. Tourism planning is a joint public-private sector effort that lays out the programs and activities that need to be accomplished to achieve the destination’s goals. And tourism development is mostly private sector entrepreneurial activities that create the facilities and services that cater to tourists. Slide #6: Now the guts of the tourism industry, its four operational sectors. These are the highly visible businesses or government agencies that provide the facilities and services necessary to attract and satisfy tourists. Transportation and attractions are the travel sectors, and accommodations and food and beverage are the hospitality sectors. Slide #7: Destinations are highly competitive in today’s world of jet travel and Internet awareness. Successful destinations must identify what makes them special in the market place and capitalize on their unique selling propositions (USP). To do this, they must protect their sense of place and other special attributes that set them apart from other destinations. Professional organizations and associations are also necessary to develop tourism industry cooperation and leadership. Slide #8: As you may have noticed, we’ve been discussing some of the primary roles of the Tourism Stakeholders Triangle: the government, the tourism businesses, and the local community. Each of these stakeholders has many resources and many responsibilities. Often, there is overlap among the three, so public-private sector cooperation and community involvement are absolutely critical to a destination’s success. More about the Tourism Stakeholders Triangle in video #4. Slide #9: Tourists are the focal point of all these efforts expended to build and operate a successful tourism industry. They can be domestic or international tourists, they can be traveling for pleasure, business, or visiting friends and relatives. The goal of every destination is to attract tourists from their target market and profile and get them to stay longer and spend more money. Slide #10: The topic of one of our future videos will be “Evaluating Inbound Tourism Numbers”. It’s important for many marketing, planning, and operational reasons to know how many tourists are visiting a destination each month, season, and year, as well as what they’re doing, and how much money they’re spending. Tourists and the industry built around them have many impacts on a destination, so let’s discuss those next. Slide #11: Tourists can bring great benefits to a community, or they can ruin it. Examining tourism’s Triple Bottom Line of impacts tells the story. While most of the attention is focused on tourism’s economic impacts, the question is does it truly benefit the local people and enhance their standard of living. And, in all the development to build the tourism industry and all the activities required to operate it effectively, how is this affecting the local people’s quality of life and their physical environment. A future video will discuss all these impacts. Slide #12: The Tourism Model has numerous components and subcomponents that need further discussion. So, there will be many more bite-sized videos posted soon that will attempt to demystify tourism. Now, Video #3, the “Golden Rule of Tourism”. Thank you!