Welcome Goodwood Festival of Speed, 2009
Module Handbook
orary Tourism
The Contemp
vironment
and Event En
nment Event Enviro Tourism and ry ra po wing areas m te the fastest gro The Con ry is one of economic, event indust
ble and has considera The tourism nomies that this The aim of and world eco in the British l significance. s environmenta and characteristic al the itic to social, pol ce students odu intr to module module is ironment. The introductory and event env and rism tou rism tou ary of por t for the study of the contem foundation uni to provide a tional level. is designed and interna al, national local, region events at a nding: and Understa be able to: Knowledge e students will of this modul l completion On successfu rism and tou of s stic and characteri dy the concepts academic stu • Discuss as of applied ermining the events as are processes det and spatial ral ctu nts stru the rism and eve tou • Identify of ply sup planning and demand and for tourism sations al framework sector organi the institution • Discuss lic and private al, national and pub of ent the involvem a local, region industry, at in the tourism le sca ial and international economic, soc reness of the a range of the spatial awa tourism and events in • Evaluate l impacts of environmenta tion environments tina and different des the character erstanding of of the tourism and event trate an und nt sectors • Demons of the differe composition industry with others operatively • Work coand verbal form ely in written cate effectiv • Communi rmation interpret info and dle han • Seek, riate IT skills trate approp • Demons
Introduction
Learning Ou
tcomes
gy
ate Learning Str
age that encour tive lectures upon interac and groupwill be based discussion The module video-based red ugh ctu thro will be stru ticipation programme student par ivities. The dents sion and act ek, and stu based discus sed each we res add are ilitate class lar themes articles to fac so that particu number of key gral to this ed to read a will also be inte rs will be expect ake spe guest Fieldtrips and discussion. module. introductory
p. 2
BML109: Learning Outcomes Knowledge 1. Discuss the concepts and characteristics of tourism and events as areas of applied academic study 2. Identify the structural and spatial processes determining the demand and supply of tourism and events 3. Discuss the institutional framework for tourism planning and the involvement of public and private sector organisations in the tourism industry, at a local, regional, national and international scale
BML109: Learning Outcomes Knowledge 4. Evaluate the spatial awareness of the economic, social and environmental impacts of tourism and events in a range of different destination environments 5. Demonstrate an understanding of the character and composition of the different sectors of the tourism and event industry
BML109: Learning Outcomes Skills 1. Work co-operatively with others [teamwork element around presentation] 2. Communicate effectively in written and verbal form [essay and presentation] 3. Demonstrate appropriate IT skills [research skills and presentation]
BML109: Introduction to the Contemporary Tourism and Event Environment
Introduction
Aims The aims of this session are to: • Discuss how different definitions and frameworks for the study of tourism and events have been developed • Recognise the main characteristics of the tourism and event product/industry • Identify the main components of academic and geographical interest in relation to tourism and events
Defining Tourism
Activity 1:
Activity 1: • Who do we define tourism and events? How do we define tourism?
Visit England
Visit England
Business Visits & Events Partnership
World Travel & Tourism Council
Defining Tourism • Tourism Society (1976) – ‘Tourism is the temporary, short term movement of people to destinations outside the places where they normally live and work, and activities during their stay at these destinations; it includes movement for all purposes, as well as day visits or excursions’
• Mathieson and Wall (1982) – ‘The temporary movement to destinations outside the normal home and workplace, the activities undertaken during the stay and the facilities created to cater for needs of tourists’
Defining Events • Getz (2007) – ‘Planned events are created to achieve specific outcomes, including those related to the economy, culture, society and environment… event planning involves the design and implementation of themes, settings, consumables, services and programmes that suggest, facilitate or constrain experiences for participants, guests, spectators and other stakeholders… every event experience is personal and unique, arising from the interactions of setting, program and people’
Defining Tourism & Events Basic Tourism System
Traveller Generating Region
Tourist/Event Route Region
Tourist Destination Region
Returning Travellers Location of travellers, tourists, and of the travel and tourist industry
(Leiper, 1981)
Defining Tourism & Events The Role of the External Environment and Interdependency of the Tourism/Event System
(Gunn, 1988)
Defining Tourism & Events Market The Travel Purchase
Travel A description and analysis of major travel segments, travel flows and modes of transport used
A consumer behaviour approach to market demand emphasising both the external and internal influences on travel including alternative to travel, the market inputs of tourism suppliers, and the process by which a buying decision is reached
Consumer behaviour and a market-orientated view of the tourism system
Reaching the Market Place
Marketing An examination of the process by which the destination area and individual suppliers market their products and services to potential customers with an emphasis on the effective use of distributions channels
Destination
The Shape of Travel Demand (Mill and Morrison, 1992)
An identification of the procedures that the destination area should follow to research, plan, regulate, develop and service tourism activity
The Selling of Travel
Defining Tourism & Events and Events Demand and Supply Perspectives
(Murphy, 1985)
Defining Tourism & Events
[Tourism Management Institute, 2003]
Defining Tourism & Events
[Getz, 2007]
Defining Tourism & Events Activity 2: • What are the key features and characteristics of the contemporary tourism and event product/environment?
Defining Tourism & Events • Accommodation, transport, attractions, restaurants, hospitality, shopping, resorts • An increasing blur - e.g. allinclusive resort • The product is perishable • Wide variety of choice • Distribution channels facilitate the ease of booking • Information intensive industry • People-based/customerfocused industry • Price sensitive
• Purchases are dependent on a wide range of external influences • Tangible and intangible elements • Emphasis on service quality - interpersonal skills • Seasonality • An invisible industry • Problems measuring the value of the industry • A highly saturated and competitive industry • Emerging market niches
Defining Tourism & Events • Price does not reflect the quality or cost of production e.g. some elements are free while others are subsidised • Customers have high expectations and standards • Produced and consumed at the same point in time • Fragmented industry - large number of operators • Wide range of expertise and business objectives • Ownership - horizontal and vertical integration
• An unusual industry as it depends on resources which it does not own • Organisations marketing the destination product do not own or control all the elements of the product • Resources owned by organisations outside the tourism industry • Free resources • Publicly owned resources infrastructure/transport
Defining Tourism & Events • Tourism is non-transportable • The tourism supply is inelastic and cannot respond quickly to change - reactive not proactive • Tourism demand v tourism supply; internal and external analysis • Events are intellectual property • Geographical transferability of event concepts
Areas of Applied Academic Study Activity 3: • What are the key areas of applied academic study
Areas of Applied Academic Study • Scale – Local, regional, international – Multi-nationals / Small-Medium Sized Enterprises / MicroBusinesses • Spatial Distributions of Tourism and Event Activity – The geography of resorts, attractions, landscapes, transport, and events • Historical Development of Tourism – Present landscapes are a product of the historical legacy of a locality /landscape provides a backdrop for event activity
Areas of Applied Academic Study • Impacts Studies – Economic, social, political and environmental • Sustainability / Green Economy / Climate Change – Sustainable tourism and event management • Planning for Tourism and Events – Spatial and economic planning and the development of tourism infrastructure/destination planning – Agency involvement - public v private sector intervention – Operational logistics of event delivery
Areas of Applied Academic Study • Entrepreneurial Perspectives – Business motivations • Business Strategy – Competitive advantage and competitive strategies • Spatial Modelling of Tourism Development – Development of hierarchies of resorts and tourism places – Spatial diffusion of tourism activity • Visitor Studies / Consumer Buyer Behaviour • Experience Management
Areas of Applied Academic Study • Conceptual Frameworks for Tourism and Event Development – Fordism, Post-Fordism, Post-Modernism – Mass v New Tourism – Globalisation • Qualitative v Quantitative Analysis – Behavioural and environmental influences on the decisionmaking process • Place Imagery, Marketing and Branding • Technology/Social Media
Summary By the end of this session you should be able to: • Understand how different definitions and frameworks for the study of tourism and events have been developed • Recognise the main characteristics of the tourism and event product/industry • Identify the main components of academic and geographical interest in relation to tourism and events