Matakuliah : G1174/Tourism Management and Planning
Tahun
: 2007
Visitor and Event Management
Pertemuan 13-14
Topics
• Visitor Management
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Objectives
1. To define visitor and event management
2. To differentiate the soft and hard management in a tourist
attraction
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Visitor management
• Visitor management is a number of possible actions exists to
manage visitors at busy times and thereby the negative impact
can be reduced.
• It can avoid congestion and improve visitor experience on a
destination and attraction.
• Visitor management is an ongoing process to reconcile the
potentially competing needs of the visitor, the place and the
host communit.
• Two basic elements of visitor management:
– The balance between needs and requirement of resources, local
community and visitors
– Focal aspect in developing and managing destination
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Benefit of visitor management in Economic
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Maximization of economic opportunities
Tourist dispersion in every attraction in a destination
Improve length of stay in a destination
Induce trips on low season
Enhance the quality of travel experience
Improve the development of tourism supporting industry
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Benefit of visitor management in Environment
• Maintain and increase the quality of environment
• Reduce travel congestion and pollution
• Decrease the physical destruction due to low capacity of destination
and attraction
• Improve the conservation and preservation
• Increase the environment quality through destination branding
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Benefit of visitor management in Socio-culture
• menanamkan apresiasi dan pemahaman terhadap kebudayaan
nasional dan lokal
• memperkuat rasa kebanggaan
• meningkatkan kesadaran terhadap konservasi dan masalah-masalah
lingkungan
• menawarkan beragam pilihan wisata yang mungkin tidak dapat
berkembang tanpa adanya pariwisata
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What and How to be managed?
The focus of visitor management are in five key industry sectors:
1. Visitor information and marketing services
2. Visitor infrastructure
3. Places to visit
4. Places to stay
5. Places to shop, eat and drink
These can be managed through:
• Marketing
• Visitor information
• Visitor infrastructure
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Types of Visitor Management
• Ensuring sustainable development, and then limiting the dramatic
pressure of demand, requires the adoption of an integrated set of
strategies that combine tourism, transport and land use related
measures.
• The control of accessibility and mobility to and within a tourism
destination is one of the most important management tool to
regulate visitor flows, reduce traffic congestion and pollution and
meet tourists’ and residents’ requirements.
• There are two types of visitor management
– Hard management
– Soft management
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Hard Management
It is a method to persist visitors to behave as expected by the
destination and attraction authority. This can be done through traffic
management such as:
– Closing the area for maintenance and repairment
– Length of visit – open and close time
– Introduction of park and ride concept
– Strict parking, traffic and pedestrian management
– Zoning concept
– Entrance fee and pricing discrimination strategy
– Queuing
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Problems in Hard Management Application
- Unbalance condition if the limitation only takes place in a specific
area among the total area
- Strict control may cause less interest of visitation
- Conflict between regulation and unlimited travel experience
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Soft Management
It is a method to encourage positive visitor behavior through
• Marketing
• Visitor information
• Visitor infrastructure
• Event management
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Marketing in Soft Management
• The overall aim of visitor marketing is to encourage visitors to stay
longer, spend more and come back again, as well as ensuring that
the economic vitality brought about by visitor spend spreads to all
parts of the area.
• It can be done by
– Off peak season promotion – encourage holiday on low season
– Public relation - the clear leader in distributing information about shortbreaks out to the general public
– Create a more than one-day tour all inclusive package
– Specific target market i.e. special interest tourist
– Increase awareness of tourist behavior through publication
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Visitor Information in Soft Management
• Direct booking, all-inclusive packages and websites are increasingly
diminishing the income-earning opportunities for visitor information
centers.
• Encourage visitors to arrive by public transport and by coach
• Attract visitor attention to less popular area
• Ensure safety and quick access to destination and attraction
• Interpretation for people with special needs and help to frame
attitudes and awareness
• Provide event schedule and tour guide in reduce density of visitors
in a crucial point (or the main attraction)
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Visitor Infrastructure in Soft Management
• Signposting and signage to guide the visitor
• Increase car and coach parking capacity to reduce road congestion
• Provide excess capacity on trains and buses at the times of the day
when many leisure visitors wish to travel
• Motorway and highway signs, pedestrian signs and brown and white
signs that informing there are many different things to see and
doing the area
• Offer the full range and choice through a quality welcome
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Event management
• Event tourism as a market segment consists of those people who
travel to attend events, or who can be motivated to attend events
while away from home.
• A destination and marketing strategy to realize all the potential
economic benefits of events.
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Benefit of event tourism
• Generate travel to a destination afterwards and in this sense create value in
selling other products that a destination has on offer.
• Play an important role in overcoming low season problems and drawing tourists
into destinations during off-season periods.
• Have the effect of shaping the image of the host community leading to a more
favourable perception as a potential travel destination
• Events and especially mega events, have important roles as catalysts in
stimulating infrastructure, business and trade, and urban renewal
• Provide extensive public attention through extensive media coverage
• A possible increase in activities associated with the event (e.g. arts) and
strengthening of regional values and traditions
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Problems in Soft Management Application
• No compulsory can be made in soft management
• Need extra influence and persuasion to make tourists’ behave as
expected
• The willingness stage of tourists
• The readiness stage of destination’s facilities and services
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Effective Application of Visitor Management
Visitor management can be effective if
• The whole stakeholders concern about the
implementation
• It applies to every visitor (without exception)
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Successful of Visitor Management
Key guiding principles :
• Coordination and integration- working together, consultation,
information-sharing, process improvement, increasing initiatives
• Partnership- involving people, leaving no-one behind
• Flexibility and offering support - to residents, business and visitors,
with particular awareness of greater social inclusion, healthy lifestyles, life
long learning, accessibility and sustainability policies
• Maximising external funding – from private sector and public body
partners
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Conclusion
• Basically, visitor management is about
– The opportunity to influence tourist flows
– Accomplishment of immediate tourists’ need as possible
– Induce effectiveness of tourist dispersal
– Provide the best travel experience with low cost
• Visitor management can bring benefit to economic, environment and
socio-cultural
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