EXPLORING THE REEF
Agnisha Rabadia - 1505517 Eloise Downer – 1502622 Sarah Stribley – 1401621 Jodie Brazil – 1506847
THE REEF
“Experience the Experience” - Pakis, 2017
THE CORAL CAFÉ
“Match the level of service quality with the product design” - Kandampully et al., 2001
EDUCATION THROUGH PLAY
“Recognising that children learn in many ways” - White, 2012
EXPERIENCE DELIVERY
“Touch, taste, sound and smell provocations have a real impact on how visitors engage in exhibitions.” - Pursey, 2017
To be the best educational family friendly attraction along the south coast, leaving no face without a smile no matter what age. - Exploring the Reef Mission Statement
AIM AND OBJECTIVES To engage with the local community particularly families
To regenerate and stimulate economic growth to the Bognor Regis seafront
Providing an educational space to enhance creativity To provide the local areas with job opportunities To affiliate with Butlins to encourage learning through play
BENCHMARKING KEY EXTERNAL INFLUENCES Domestic vs International Travel (Edwards, 2006) Brexit (ABTA & Deloitte, 2016) Disposable Income (Visit England, 2013) Public Spending Cuts (Tourism Alliance, 2016) Increased Pre-Arrival Online Research (Derby City Council, 2017)
BENCHMARKING GROWTH WITHIN THE SECTOR
‘Spend on domestic overnight stays in England increased by 8% and on tourism day visits by 3%’ - Visit England, 2016
‘Attractions reported a 2% annual increase in total visits to visitor attractions in 2015’ - Visit England, 2016
BENCHMARKING LOCAL REGENERATION Town Centre Development (The Bognor Regis Regeneration Board, 2014) Gardens by the Sea (Arun District Council, 2017) Rolls Royce (Enterprise Bognor Regis, 2006) Butlins (Arun District Council, 2009) Manhood Peninsular Development (Clegg, 2011: Meades, 2017)
SERVICE EXCELLENCE MODEL STRATEGY AND MANAGEMENT Experience
Delivery of Promise
Strategy and Management Go the Extra Mile
Service Excellence
Resolve Problems Well
Staffing and Recruitment
Figure 1: Service Strategy Model (Adapted from Johnston, 1995)
Provide the Personal Touch
Monitoring and Evaluating
Delivery of Promise
OUR RESEARCH PRIMARY DATA
4; 20.00%
1; 5.00%
15; 75.00% Yes Figure 2: Views of Respondents on Bognor Regis development site
No
Don’t mind
Figure 3: Number of Respondents interested in a play area in Bognor Regis
OUR RESEARCH PERCEPTUAL MAP
Go the Extra Mile
STAFFING AND RECRUITMENT
Delivery of Promise
ADOPT APPLE’S RECRUITMENT AND SELECTION PROCESS “Human beings are perhaps healthiest, happiest, and most successful when they are engaged in ‘suitable’ work, when they can use and be rewarded for using their own natural, behavioural preferences.”
- Prism Select Online, 2008
APPLE
STAFFING AND RECRUITMENT
Delivery of Promise
ADOPT VIRGIN’S INDUCTION PROCESS “The purpose of the induction training is to ensure that new employees understand Virgin’s unique ethos and are instilled with a sense of excitement, belonging and pride in a successful and unique business.”
- Towards Maturity, 2011
VIRGIN ATLANTIC
STAFFING AND RECRUITMENT
Go the Extra Mile
WORLDHOST PRINCIPLES OF CUSTOMER SERVICE “Through this interactive programme, we will get your staff to think about their own experiences of good and bad service, understand why their role has such an impact on your customers’ experience, and learn vital communication and listening skills that will set them up for success.”
-WorldHost, 2017
MARY ROSE MUSEUM
MONITORING AND EVALUATION
“The best approach is to listen to your customer when seeking ways to improve the experience.”
-Williams, 2017
Exit Feedback
Web-Based Survey
Methods
Junior Board of Directors Participant and NonParticipant Observation Focus Groups
Sampling
Interviews
GAP Analysis
Benchmarking
Questionnaire
Social Media Feedback
Mystery Shopper
MONITORING AND EVALUATION
Resolve Problems Well
MYSTERY SHOPPER
Best conducted by an outside company as results will be skilfully taken and unbiased. - Kandampully et al., 2001
MONITORING AND EVALUATION
Go the Extra Mile
JUNIOR BOARD OF DIRECTORS
“General discussion can also be very effective in uncovering issues of importance to customers” - Hill, 1999
MONITORING AND EVALUATION
Provide the Personal Touch
EXIT FEEDBACK
“Let the public do the talking.” - Bakker, 2017
5 YEARS TIME AWARDS SHELF
THANK YOU FOR LISTENING
WE A R E H A PP Y TO A N S W ER A N Y QUE S T ION S YOU MAY H AVE
REFERENCES ABTA and Deloitte. (2016) ‘What Brexit might mean for UK travel’, ABTA and Deloitte [Online] Available at: https://abta.com/assets/uploads/general/ABTA_BREXIT_online.pdf (Accessed: 01 May 2017). Arun District Council. (2009) ‘Bognor Regis Seafront Strategy’, Arun District Council [Online] Available at: http://peninsulapartnership.org.uk/abd/wp-content/uploads/2012/12/Draft_Bognor_Regis_Seafr ont_Strategy.pdf (Accessed: 05 May 2017). Arun District Council. (2017) ‘Regeneration concepts presented for key sites get ‘thumbs up’ in Bognor Regis’, Arun District Council [Online] Available at: http://www.arun.gov.uk/news-archive/regeneration-concepts-presented-for-key-sites-get-thumbs-u p-in-bognor-regis-1485/ (Accessed: 05 May 2017). Bakker, L. (2017) ‘Attractions Management 2016 - 2017 Handbook’, Attractions Management,
REFERENCES Clegg, A. (2011) ‘Manhood Peninsula Destination Management Plan’, The Manhood Peninsular Partnership [Online] Available at: https://issuu.com/aclegg/docs/manhood_dmp/31 (Accessed: 03 May 2017). Derby City Council. (2017) ‘“Destination Derby” Visitor Economy Strategy 2011 – 2016’, Derby City Council [Online] Available at: http://www.derby.gov.uk/media/derbycitycouncil/contentassets/documents/reports/DerbyCityCou ncil-Destination-Derby-Visitor-Economy-Strategy-2011-Jun-2016.pdf (Accessed: 01 May 2017). Edwards, R. (2006) ‘SUSSEX BY THE SEA Arundel Bognor Regis Littlehampton VISITOR STRATEGY 2006 – 2011’, Arun District Council [Online] Available at: http://www.tourisminsights.info/ONLINEPUB/STRATEGY/STRATEGY%20PDFS/Arun%20Distri ct%20Council%20(2006),%20Sussex%20by%20the%20Sea%20-%20Visitor%20Strategy%202006 -2011,%20ADC,%20Littlehampton.pdf (Accessed: 03 May 2017).
REFERENCES Enterprise Bognor Regis. (2006) ‘The premier business location in coastal West Sussex’, Enterprise Bognor Regis [Online] Available at: http://www.bognorregis.gov.uk/BR-Town-Council/UserFiles/Files/Regeneration/Enterprise%20Bo gnor%20Regis%20brochure%20A4%20Landscape%20FINAL.pdf (Accessed: 03 May 2017). Grönroos, C. (2010) Service Management and Marketing, 3rd ed., John Wiley & Sons: London. Hill, N., Brierley, J., MacDougall, R. (1999) How to Measure Customer Satisfaction, 1st ed., Gower Publishing Limited: Aldershot. Johnston, R. (1995)’The determinants of service quality: satisfiers and dissatisfiers’, International Journal of Service Industry Management, Vol. 6 Issue: 5, pp.53-71[Online] Available at: http://www.emeraldinsight.com/doi/abs/10.1108/09564239510101536 (Accessed: 08 May 2017). Kandampully, J., Mok, C., Sparks, B. (2001) Service Quality Management in Hospitality, Tourism and Leisure. 1st ed., The Haworth Press: New York.
REFERENCES Koti, K., Yustana, S., Paryani, V., Sentana., C. (2014) ‘Apple’, Weebly [Online] Available at: http://applecorporate.weebly.com/recruitment-and-selection.html (Accessed: 29 April 2017). Meades, O. (2017) ‘Manhood Peninsula granted £71k boost for tourism economy’, Chichester Observer [Online] Available at: http://www.chichester.co.uk/news/manhood-peninsula-granted-71k-boost-for-tourism-economy-1-783 2092 (Accessed: 03 May 2017). Pakis, B. (2017) ‘Attractions Management 2016 - 2017 Handbook’, Attractions Management, p.214 [Online] Available at: http://www.attractionshandbook.com/digital/index1.cfm?mag=AH, (Accessed: 01 May 2017). Prism Select Online (2008) ‘The successful recruitment formula’, Prism [Online] Available at: https://www.prismbrainmapping.com/resources/documents/The%20Successful%20Recruitment%20Form ula.pdf (Accessed: 29 April 2017).
REFERENCES The Bognor Regis Regeneration Board. (2014) ‘About us’, The Bognor Regis Regeneration Board [Online] Available at: http://www.bognorregisregenerationboard.com/about.html (Accessed: 05 May 2017). The Mary Rose Trust. (2015) ‘Annual Review’, The Mary Rose Trust [Online] Available at: https://www.maryrose.org/wp-content/uploads/Annual-Review-2015.pdf (Accessed: 29 April 2017). Tourism Alliance. (2016) ‘2016 Budget – Key Tourism Points’, Tourism Alliance [Online] Available at: http://www.ukinbound.org/files/news/00000586/2016%20budget%20-%20key%20points%20for %20tourism.pdf (Accessed: 03 May 2017). Towards Maturity. (2011) ‘Virgin Atlantic Airways – Induction programme’, Towards Maturity [Online] Available at: https://towardsmaturity.org/elements/uploads/Virgin_atlantic_induction.PDF (Accessed: 29 April 2017).
REFERENCES Visit England. (2013) ‘Domestic Leisure Tourism Trends for the Next Decade’, Visit England [Online] Available at: https://www.visitbritain.org/sites/default/files/vb-corporate/Documents-Library/documents/Englanddocuments/dom_leis_t_trends.pdf (Accessed: 03 May 2017). Visit England. (2016) ‘Visitor Attraction Trends in England 2015’, Visit England [Online] Available at: http://moodle.chi.ac.uk/pluginfile.php/530018/mod_resource/content/0/National%20Visitor%20A ttraction%20Survey%202015.pdf (Accessed: 01 May 2017). White, R. (2014) ‘The Power of Play’, Minnesota Children’s Museum [Online] Available at: http://www.childrensmuseums.org/images/MCMResearchSummary.pdf (Accessed: 01 May 2017). Williams, B. (2017) ‘Attractions Management 2016 - 2017 Handbook’, Attractions Management, p.141 [Online] Available at: http://www.attractionshandbook.com/digital/index1.cfm?mag=AH, (Accessed: 01 May 2017).