| Sectors: Destination Management
Tour Operation
Projects:
1) DM Edinburgh
1. Is the Fringe Festival effectively
marketed?
The Fringe Festival is a 20-days-lasting theatre event. It was first
launched in 1947. This year it takes place from 5th to 25th
of August. The event occupies buildings and places all over Edinburgh and
attracts staff, theatre groups and spectators from all over the world. Some of
the 2050 shows are free. Some plays are premiers for a relatively affordable
price. The success of the Fringe produces profit for different stakeholders.
From a first rough glance the main stakeholders are the spectators, the actors,
organizers, staff and helpers, and the city of Edinburgh. The homework presents
the stakeholders and their needs. During the analysis of the needs it may occur
that some stakeholders may have conflicting needs. Moreover the author analyzes
how different stakeholders benefit from Fringe festival and if there is
potential to do more. Maybe there is potential to adjust the marketing and the
product (The Fringe) itself to the needs of the stakeholders. If there are
feedback forums the response by visitors will be evaluated as well.
2. Which are the current
target groups of Edinburgh and where are potentials for new target groups or
products?
This homework concentrates on the communication to Edinburgh’s current
target groups. Moreover the potential for new target groups is checked. How the
product (Edinburgh as a tourist destination) could be improved in order to keep
the existing or get the new target groups. In order to offer a brief look at
Edinburgh’s role in the national tourism strategy the relation between the
tourism strategies of Scotland and Edinburgh will be compared and related to
each other. Edinburgh Fringe Festival: Stakeholder needs and benefits
(conflicts?)
Wishes of
other participants:
- Relation Edinburgh T. strategy / Scotland
T. strategy?
- Feedback from visitors (WOM2)?
2) DM Urban Regeneration / Rejuvenation. For Urban Regenaration
through Leisure/Tourism. Example Glasgow
Details of Development,
why is it happening (reason of transforming factories/warehouses
into culture/leisure spaces), economic, ecological, social changes
as result of Landuse change: GDP structure, socioeconomic structure
of differents part of city.
Wishes of other participants:
Connection
between Urban Regeneration and Tourism Target Groups?
3) TO Edinburgh: City Breaks (2-3 days, weekend). Attraction:
Nightlife, Shopping, Food+Beverages, Offering from Tour Operator
companies. Target groups? International Tourists?
4) TO Scotland: Common approaches by TOs, presentation
of offers, organization of tour offers from TOs point of view and
from customers point of view.
Feedback from tourists and tour
operators and incoming agencies (interviews)
5) DM Golf
tourism in Scotland
The
object of the project is to analysis the current materials of Scotland’s golf
tourism from several main websites, then classify the main types of golf
tourists and their characteristic, finally to conclude the strategy for Scotland’s
golf tourism. The main content of the project are as follows:
1. Brief
introduction of golf in Scotland
Golf
organizations in Scotland
2. customer
profile
classify different
types of golf tourists:
golf
holidaymakers(golf for those is the main part of their holiday ); holiday
golfers(golf for those is only one part of their holiday.).
the
characteristic of different types of golf tourists:
age,
gene, time spent…(data can be collected from www.visitscotland.com)
3. the
key market of golf tourism in Scotland(data can be collected from http://www.scotexchange.net/KnowYourMarket/Niche/golf4.asp).
4. The
strategy of Scotland’s golf tourism
analysis the
strength and weakness of Scotland’s golf tourism
conclude the new
strategies for Scotland’s golf tourism(concluding materials from two main
websites www.visitscotland.com and www.scottishgolf.com)
give suggestion
of the progress on the Strategy.
6) DM a) Comparison
between the International Tourism Strategies of Scotland
and Germany
b) Implementation
of the International Tourism Strategy of Scotland – Offline and Online Media
Content
The
individual project focuses on the topic “International Tourism Strategy of
Scotland”. Foreign visitors tend to stay longer than domestic visitors in Scotland and
their total expenditure during their visit is higher, therefore the
international market is important to Scottish tourism. (http://www.visitscotland.org/marketing_opportunities_main/vs-branding/international_marketing_strategy.htm,
05.05.2008)
The
objective of the individual project A is to introduce the international tourism
strategy of Scotland as well
as of Germany
and to analyze both in regards to the markets, visitor profiles, brands and
communication strategy. The comparison concentrates mainly on the methodology
of the strategy – “the way”/how VisitScotland and German National Tourism Board
(DZT)
want to reach their target groups.
Individual
project B gives a review about the use of online and offline media by
VisitScotland. The aim of the project is to analyse how the theoretical part –
the international tourism strategy – is implemented. Which media is used, most
important or possibly missed?
|
