Lesson 2: Destination Viability
Completion requirements
Unit 1
What Attracts Tourists?
Lesson 2: Destination Viability
"When we told our guide that we didn't want to go to all the tourist places, he took us instead to the places where they take tourists who say that they don't want to go to tourist places. These places are, of course, full of tourists." ~ Douglas Adams
Tourism is in a special position to benefit local communities, economically and socially, and to raise awareness and support for conservation of the environment. To ensure viability, destinations must think of long-term economic operations, provide fairly distributed socio-economic benefits, stable employment, and income-earning opportunities. Three critical aspects of this are: a positive and consistent image, safety and security, and overall environmental health.
Five A's of Tourist Needs and Demands
At the top of the viability pyramid, tourism destinations must make sure they address tourists' needs and demands. If they can't keep their customers, the tourists, content and fulfilled, there will be no destination. Tourism destinations are in a constant battle to promote their towns and regions to the visitor market. What products and experiences are available that appear to the tourism segments? Tourist needs and demands are vital elements and are generally categorized into five As.
Attractions are key elements that need to be considered when assessing a destination's viability. Many destinations claim to offer scenic and natural attractions, cultural and heritage attractions, entertainment, and recreational facilities. The technical term distance pull defines the difference between success and failure.
Distance pull refers to how important or interesting an attraction or activity is to the visitor, compared to the distance that has to be travelled to experience it. Some attractions have very strong distance pull and people are prepared to travel long distances, spend money, and perhaps even undergo some inconvenience to visit them. Think of Disney World or the Antarctic.
When evaluating attractions in terms of their distance pull, it is important to be realistic. Almost every region or community can claim things such as shopping, parks, heritage buildings, and entertainment. What needs to be examined is what specifically it is about them that makes this attraction unique and special.
Distance pull refers to how important or interesting an attraction or activity is to the visitor, compared to the distance that has to be travelled to experience it. Some attractions have very strong distance pull and people are prepared to travel long distances, spend money, and perhaps even undergo some inconvenience to visit them. Think of Disney World or the Antarctic.
When evaluating attractions in terms of their distance pull, it is important to be realistic. Almost every region or community can claim things such as shopping, parks, heritage buildings, and entertainment. What needs to be examined is what specifically it is about them that makes this attraction unique and special.
What makes this destination stand out from the rest?
What are its unique selling points?
What cannot be replicated by other areas?
Activities provide interesting or entertaining diversions for people once they arrive at an area. Activities add variety and can make a visit more enjoyable, but it is important to understand that they should not replace attractions.
Are those segments large enough to make a local tourism industry viable?
Is the local road system and public transport adequate to facilitate exploration?
The major requirements for visitor access include:
- safe and convenient public transport
- well signed and maintained roads
- parking facilities at major attractions
- links between transport modes and attractions
- public transport from parking areas to the site of activities, such as special events or festivals
- safe walking and cycling
Is the business infrastructure strong?
Are there sufficient attractions of significant interest and appeal to the target market segments and especially those that align with the destination image?
Is there a variety of accommodation at a suitable standard available to meet the needs of the target market segments? What entertainment and activities are there at the destination to engage and stimulate visitors, especially activities that reflect and reinforce the are's image?
Amenities are services that most visitors take for granted until they are missing, e.g., visitor information centres, telecommunications, roads, drinking water, washroom facilities, waste disposal, signage, bench seating.
A destination that provides attractions but no amenities is unlikely to maximize economic benefit from tourists, while destinations that develop amenities without attractions will be frustrated by the lack of visitors.
A destination that provides attractions but no amenities is unlikely to maximize economic benefit from tourists, while destinations that develop amenities without attractions will be frustrated by the lack of visitors.
Although day-trippers spend money on consumable items, overnight visitors have a variety of needs, including accommodation, dining, and they are also more likely to spend on attractions and activities. A variety of style and quality of accommodations in a region or town provides an important means to increase the economic impact of visitors.