DESTINATION MANAGEMENT

Trying to make ends meet

Henrik HalkierProfessor of Regional and Tourism Studies

Aalborg UniversityDenmark

halkier@ihis.aau.dkhttp://www2.ihis.aau.dk/~halkier/

Henrik HalkierAalborg UniversityDenmark

halkier@ihis.aau.dk

DESTINATION MANAGEMENT

Trying to make ends meet

Henrik HalkierAalborg UniversityDenmark

halkier@ihis.aau.dk

DESTINATION MANAGEMENT

Trying to make ends meet

1. Destination management: Problems & solutions ?

2. Actors and processes in destination development

3. Destination management: A conceptual framework

4. Strategic options in destination development

5. Case: Whole-year tourism in Mariagerfjord

http://www2.ihis.aau.dk/~halkier/

DESTINATION MANAGEMENT

Trying to make ends meet

Destination development policy

From Easton to … policy analysis

Easton’s model of the political system.Source: David Easton, A Systems Analysis of Political Life, New York 1965, p 32.Easton’s model of the political system.Source: David Easton, A Systems Analysis of Political Life, New York 1965, p 32.

Source: Inspired by inter alia Ham & Hill, Jenkins, Sabatier, Parsons, Winter – Elaborated on the basis of Henrik Halkier: Institutions, Discourse and Regional Development, Brussels: PIE Peter Lang, 2006, chapter 3.

Political environment

Public actors

Private actors

Discursive terrain

Implementing organisation

Political sponsor

Organisation

Policy design

Economic & socio-cultural environment

Public actors

Private actors

Cultural patterns

Discursive terrain

Policy target

Firms

Organisations

Public authorities

Tourists

PROBLEM DEFINITION

POLICY OUTCOME

Destination development policy

From Easton to … policy analysis

1 Policy formulation

* problem identification* agenda setting

 

2 Policy design * deciding objectives* considering alternatives

 

3 Implementation * resources* instruments* effects

 

4 Evaluation * effects* policy change?

 

Destination development as a PROCESS

Analysing policy discourse in practice

ASSUMPTIONAL ORDERS

Topographical inside/outside up/down

Temporal past/future cause/consequence

Strategic subject/object assistant/opponent

Sour

ce:

Insp

ired

by

inte

r al

ia K

osel

leck

and

Å

kers

trøm

And

erse

n –

Ela

bora

ted

on th

e ba

sis

of

Hen

rik

Hal

kier

: Ins

titu

tion

s, D

isco

urse

and

Reg

iona

l D

evel

opm

ent,

Bru

ssel

s: P

IE P

eter

Lan

g, 2

006,

cha

pter

3.

Social geography a problem where? a problem for whom?

Policy design in what sense a problem? ways of addressing problem?

Policy process who is active/passive? who helps/gets in the way?

Service strategies Target group: existing tourists means: on-site information risk: limited result: status quo

Promotion strategies Target group: similar tourists means: external promotion risk: competitive product? result: expansion

Innovation strategies Target group: other tourists means: (firm) projects risk: mis-investment result: new experiences

Destination developmentSTRATEGIC OPTIONS

All-year tourism in MariagerfjordSURELY, THIS IS CRAZY ?

Situation in brief costal leisure tourism important in Denmark North Jutland leading in terms of overnight stays seasonality very pronounced – light/dark months prolonging season a long-standing policy goal

… maybe a new chance through national initative coordinated efforts with many initiatives/actors Mariagerfjord maybe able to move towards all-

year tourism

All-year tourism in MariagerfjordSURELY, THIS IS CRAZY ?

THE LOCAL CHALLENGE 1Coordination, coordination, coordi…

Firms & attractions

Tourists

Citizen

Local authority & tourist association

ServicePromotion

Product developmentExpansionPartnership Involvement

Region, state, EU ...

FinancePartnership

Central challenges development of new experiences making existing experiences visible

Different options – or mutually supportive? small sensations, slow hollidays? the Las Vegas of the north?

THE LOCAL CHALLENGE 2Attractions in the dark days ?