TOURISM PRODUCT DEVELOPMENT

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TOURISM PRODUCT DEVELOPMENT
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INPUT TO PRODUCT DEVELOPMENT
DEMAND Factors (Push)
SUPPLY Factors (Pull)
Product Development
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Destination Life Cycle
rejuvenation
tourists
reduced growth
stagnation
stabilisation
Critical range
decline
consolidation
immediate decline
development
involvement
exploration
Time
After Butler and Swarbrooke
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Strategic Directions
Current
Consolidation Market Penetration
Product Development
Market
Market Development
Diversification
New
New
Product
Current
Withdrawal is another option
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Market Development Diversification

• Based on Competitive Advantage
• Geographic
• Demographic Psychographic
• Behavioral
• Niche markets based on interest
• Adventure
• Sports
• Health and Welllness
• Educational tourism
• Food and wine
• Shopping
• Cultural interest

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Product DevelopmentAttractions
NATURAL water coasts forests, mountains
eco-tourism
MAN-MADE Theme parks, museums, aquariums,
historic sites, golf courses
EVENT Festivals, Sports, Conferences, Theater,
Golf Tournaments,
COMMUNITY-BASED home stays, working holidays
traveler philanthropy, bed breakfast,
agri-tourism
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Ownership of attractions

• Government
• National state parks
• Hiking trails
• National monuments
• Wild-life reserves
• Business Sector
• Theme parks
• Sports facilities
• Shopping centers
• All-inclusive resorts
• Conference centers

• Non-profit organizations
• Museums
• Festivals and parades
• Gardens
• Sacred sites
• Universities
• e.g. Polynesian Cultural Center
• Joint ownership/partnerships
• e.g. Nature Arctic Tourism project
• World Wide Fund for Nature
• Tour operators
• Polar scientists
• Local national govts
• Community representatives
• Tourism academics

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• Different mission foci
• profit maximization
• tempered profit maximization (e.g. good neighbor
  policy)
• indirect profit maximization (associations)
• social aims
• Need Coordinated Destination Strategy

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Product DevelopmentFacilities Infrastructure

• Encourage quality through regulations and
  certification programs
• Encourage investment in the destination through
  fiscal policies
• Improve information and interpretative programs
• Add products that will increase length of stay,
  spending seasonality
• Encourage innovative accommodation styles (sense
  of place)
• Include information technologies GIS, GPS,
  Intelligent Transportation Systems, mobile
  applications

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Planning Management Issues

• Land use decisions
• Purpose (residents/tourists(intl or domestic))
• Carrying capacity environmental issues
• Interpretation visitor centers
• Clustering of attractions
• Rural or urban
• Access (transportation information)
• Services concessions

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Consolidation and Market Penetration

• Repeat visitor characteristics
• Product Maturity must be dealt with
• Lack of refurbishment of facilities
• Improve infrastructure and parks etc.
• Inapproriate tourist behavior
• Loyalty programs

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Community Tourism

• Careful Resource Analysis by community
• Community Education/Awareness programs
  legitimacy of tourism
• local input to goals and marketing of tourism
  (especially from minority/native peoples)
• Resident attitudes research
• Identification of Community leaders
• Creation of innovative marketing programs
• Identification of funding programs
• Education and training in entrepreneurial skills
  and guest contact skills

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Heritage Tourism

• Physical reminders of the past
• castles, temples, pyramids, monuments, houses,
  archaeological sites, religious sacred sites...

SPATIAL MODEL
Inviolate belt Essential setting
Nucleus Principal Attracting force
Zone of closure Outer area of influence
includes service center or community
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Types of Wellness Tourism(body, mind, spirit)

• Diagnosis and Treatment
• Fitness and Sports
• Relaxation and Rejuvenation
• Lifestyle Modification
• Eco-tourism/nature as healer
• Travel to serve
• Inner seeking/spiritual quest

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