BML109: The Contemporary Tourism and Event Environment
Visitor Attractions
Learning Outcomes Aims ยง To identify, define and classify
visitor attractions
ยง To consider principal
characteristics of the attractions sector
ยง To outline the key trends, issues
and developments in the attractions sector
Classifying Attractions Activity 1: Can you name the top 10:
ยง Major Paid Admission Attractions in the UK ยง Major Free Admission Attractions in the UK
Classifying and Defining Attractions
Defining Attractions attraction where it is feasible to “ ancharge admission for the sole purpose of sightseeing. The attraction must be a permanently established excursion destination, a primary purpose of which is to allow access for entertainment, interest, or education and can include places of worship (but excludes small parish churches); rather than being primarily a retail outlet or a venue for sporting, theatrical, or film performances. It must be open to the public, without prior booking, for published periods each year, and should be capable of attracting day visitors or tourists as well as local residents. In addition, the attraction must be a single business, under a single management, so that it is capable of answering the economic questions on revenue, employment etc’
Swarbrooke (1995) ยง The natural environment - beaches,
mountains, lakes, forests
Swarbrooke (1995) ยง The natural environment - beaches,
mountains, lakes, forests
Swarbrooke (1995) ยง The natural environment - beaches,
mountains, lakes, forests
Swarbrooke (1995) ยง The natural environment - beaches,
mountains, lakes, forests
Swarbrooke (1995) ยง The natural environment - beaches,
mountains, lakes, forests
Swarbrooke (1995) ยง Man-made buildings - structures and sites that were
designed for a purpose other than attracting visitors
Swarbrooke (1995) ยง Man-made buildings - structures and sites that were
designed for a purpose other than attracting visitors
Swarbrooke (1995) ยง Man-made buildings - structures and sites that were
designed for a purpose other than attracting visitors
Swarbrooke (1995) ยง Man-made buildings - structures and sites that were
designed for a purpose other than attracting visitors
Swarbrooke (1995) ยง Man-made buildings - structures and sites that were
designed for a purpose other than attracting visitors
Swarbrooke (1995) ยง Man-made buildings - structures and sites that were
designed for a purpose other than attracting visitors
Swarbrooke (1995) ยง Man-made buildings - structures and sites that were
designed for a purpose other than attracting visitors
Swarbrooke (1995) ยง Man-made buildings - structures and sites that were
designed for a purpose other than attracting visitors
Swarbrooke (1995) ยง Man-made buildings - structures and sites that were
designed for a purpose other than attracting visitors
Swarbrooke (1995) ยง Purpose-built attractions - theme
parks, aquariums
Swarbrooke (1995) ยง Purpose-built attractions - theme parks, aquariums
Swarbrooke (1995) ยง Purpose-built attractions - theme
parks, aquariums
Swarbrooke (1995) ยง Purpose-built attractions - theme
parks, aquariums
Swarbrooke (1995) ยง Purpose-built attractions - theme parks, aquariums
Swarbrooke (1995) ยง Purpose-built attractions - theme parks, aquariums
Swarbrooke (1995) ยง Purpose-built attractions - theme parks, aquariums
Swarbrooke (1995) ยง Purpose-built attractions - theme parks, aquariums
Swarbrooke (1995) ยง Special events - festivals, sporting events
Swarbrooke (1995) ยง Special events - festivals, sporting events
Swarbrooke (1995) ยง Special events - festivals, sporting events
Swarbrooke (1995) ยง Special events - festivals, sporting events
Swarbrooke (1995) ยง Special events - festivals, sporting events
Defining Attractions Leask (2003)
Defining Attractions Pearce (1991) § ‘A tourist attraction is a named site with a specific human or
natural feature which is the focus of visitor and management attention’
Defining Attractions Walsh-Heron and Stevens (1990) § A place, venue or focus of activity - key elements: § Sets out to attract visitors (day visitors from resident and
tourist population) and is managed accordingly § Provides a pleasurable experience and an enjoyable way for
customers to spend their leisure time and is developed to achieve this goal § Is managed as an attraction, providing satisfaction to
customers § Provides an appropriate level of facilities and services to meet
and cater to the demands, needs and interests of its visitors § May or may not charge an admission fee
Classifying Attractions § Historic Houses/Castles
§ Leisure and Theme Parks
§ Other Historic Properties
§ Farms
§ Gardens
§ Steam/Heritage Railways
§ Museums/Art Galleries § Country Parks
§ Workplaces § Visitor/Heritage Centres § Wildlife Attractions/Zoos § Places of Worship § Other
Attractions: Snapshot
Headlines Value to Domestic Tourism in England – 2015
22.93m
22%
million domestic overnight trips in England which involved visiting a visitor attraction
of total, with spending of nearly
ÂŁ5.8bn 29% of all spending on domestic overnight trips
Headlines Value to Domestic Tourism in England – 2015
133m
ÂŁ6.2bn
million day visits which involved visiting a visitor attraction
associated spending
10% of all tourism day visits in England
Headlines
Headlines
Marketing spend is increasing – 2016 saw a net increase of
+7%
Headlines
Marketing spend is increasing – 2016 saw a net increase of
+7%
Attractions increasing their marketing spend were more likely to increase their total admissions and gross revenue
Headlines
Use of digital communications accelerated in 2016
95% attractions have a website
38% now offer online booking
Key Issues and Developments in the Attractions Sector
Reviewing Attractions Activity 2: • Attraction Review – feedback on the tourist attraction you were assigned to look at…. • What are the key issues and developments in the attractions sector?
The WOW Factor
Maximising the Experience
Maximising the Experience
Maximising the Experience ยง Holistic overview ยง Emphasis on quality in terms of the
physical environment and service delivery ยง Best practice in information
provision, interpretation techniques and customer care ยง Minimise queues and delays so
that visitors can maximise their leisure time ยง Capitalise on opportunities
presented by new technology
The Experience Economy
The Experience Economy
Product Development
Product Development
Product Development
Audience Development
Audience Development
Imagineering
Embracing Technology
Embracing Technology
Virtual Reality
Virtual Reality
Virtual Reality
Augmented Reality
Embracing Technology
Quality & Service § VAQAS - Visitor Attractions Quality
Assurance Service § Commitment to a Visitors’ Charter
(National Code of Practice for Visitor Attractions) § Service Point Mapping
Quality & Service § VAQAS - Visitor Attractions Quality
Assurance Service § Commitment to a Visitors’ Charter
(National Code of Practice for Visitor Attractions) § Service Point Mapping § Training
Access for All
Access for All § Improve access for those with
disabilities in-line with Disability Discrimination Act (DDA), including: § Ramps and lifts § Induction loops and braille signing § ‘Special needs’ should not be
considered synonymous with disabilities § Appropriate staff training (e.g.
Welcome All) § Cultural awareness and welcome
Immersive Experiences
Immersive Experiences
Immersive Experiences
Immersive Experiences
Immersive Experiences
Immersive Experiences ยง Hands-on element to the
experience ยง Interactive displays and workshops ยง Greater emphasis on the use of
technology ยง Play
Intellectual Property
Intellectual Property
Intellectual Property
Intellectual Property
Income - Corporate Hire
Income - Parties
Event Programmes
Event Programmes
Event Programmes
Event Programmes
Event Programmes
Exhibitions
Exhibitions
Food and Drink Offer ยง Quality ยง Choice ยง Value for Money ยง Local produce
Authenticity
Volunteers
Volunteers
Art
Developing a Strategic Approach
Developing a Strategic Approach
Benchmarking § Greater use and more effective co-
ordination of benchmarking schemes in order to: § Identify best practice § Identify an organisation’s
performance against that of their competitors § Identifying areas for improvement § Offer a reliable and consistent
service that delivers what it promises
Marketing
Marketing § Emphasis on ‘Unique Selling
Propositions’ and the ‘Wow’ Factor § Internet and social media channels § Emphasis on relationship marketing
- closer links with existing visitors and encouraging repeat visits with season tickets and ‘Friends’ schemes § Making effective use of market
segmentation and targeting the needs/expectations of specific market groups
Key Trends
Key Trends
Learning Outcomes Summary You should now be able to: ยง Identify, define and classify visitor
attractions
ยง Discuss principal characteristics of
the attractions sector
ยง Outline the key trends, issues and
developments in the attractions sector