Lunch & Learn
PowerPoint
Graphics How-to
DEB ANGUS
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Sample of model published in report
BBVS ROUND TABLE
Interest Sectors
Tourism/
Marketing
Culture/
Heritage
Representation Within
Individual Sectors
National
Environment
Commercial
Visitor
Services
Information
Sharing
Local
Environment
Constituency
Committee
Commercial
Outdoor
Recreation
Chair
Municipal
Government
Social\
Health\
Education
Federal
Government
Infrastructure\
Transportation
Banff Bow Valley
Study Task Force
First Nations
- Siksika
Park
Users
First Nations
- Wesley
Technical
Expert
Input
Input
to
Input
to
Procedural Rules
Vision, Principles & Goals
Issue Analysis/Resolution
Final Report
Issue Identification
Public Involvement
State of the Valley
Slide # 3 of 25
Sociology
Sociology of
Tourism
Disciplinary
inputs
to the
tourism
field
Tourism
Studies
Department or Discipline
Tourism Course
Parks and
Recreation
Source: adapted from Jafar Jafari, University
of Wisconsin-Stout, Study of Tourism: Choices
of Discipline and Approach.
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Mega-Event Impact on Destination
Awareness and Image:
An Empirical Study of the
1988 Olympic Winter Games
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Opening Ceremonies
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Sample of animated/sectioned
model – when in show mode,
click on the model; when
finished displaying entire
model, then click off model
to proceed to next slide
Slide # 7 of 25
Sample of basic model received from Prof
Comparative
Advantages
Competitive
Advantages
(resource
endowments)
(resource
deployment)
DESTINATION COMPETITIVENESS & SUSTAINABILITY
* Physical resources
* Capital resources
* Infrastructure and
tourism superstructure
* Historical and
cultural resources
DCSModel(v1).ppt
* Audit & inventory
* Maintenance
QUALIFYING & AMPLIFYING DETERMINANTS
Location
Interdependencies
Safety
Cost
DESTINATION POLICY, PLANNING & DEVELOPMENT
Philosophy
Audit
Vision
Development
DESTINATION MANAGEMENT
Resource Stewardship
Marketing
Organization
Information
Service
CORE RESOURCES & ATTRACTORS
Physiography
Culture & History
Market Ties
Mix of Activities
Special Events
SUPPORTING FACTORS & RESOURCES
Infrastructure
Accessibility
Facilitating Resources
Enterprise
Superstructure
GLOBAL (MACRO) ENVIRONMENT
* Knowledge resources
COMPETITIVE (MICRO) ENVIRONMENT
* Human resources
* Growth &
development
* Efficiency
* Effectiveness
Sample of hyperlinked model
(hyperlinks DISABLED for lite version)
Comparative
Advantages
Competitive
Advantages
(resource
endowments)
(resource
deployment)
* Human resources
* Audit & inventory
* Physical resources
* Capital resources
* Historical and
cultural resources
* Size of economy
* Growth and
development
QUALIFYING & AMPLIFYING DETERMINANTS
Location
Safety/Security Cost/Value
Interdependencies Awareness/Image Carrying Capacity
DESTINATION POLICY, PLANNING & DEVELOPMENT
System
Definition
Philosophy/
Values
Vision
Positioning/
Branding
Development
Competitive/
Collaborative
Analysis
Monitoring &
Evaluation
Audit
DESTINATION MANAGEMENT
Organization Marketing
Quality
Finance
Human
of
&
Information/
Resource
Service/
Research
Management Venture
Experience
Capital
Crisis
Visitor
Resource
Management Stewardship Management
CORE RESOURCES & ATTRACTORS
Physiography
and Climate
Culture & History
Mix of Activities
Special Events
Entertainment
Superstructure
Market Ties
SUPPORTING FACTORS & RESOURCES
Infrastructure
Accessibility
Facilitating Resources
Hospitality
Enterprise
Political Will
GLOBAL (MACRO) ENVIRONMENT
* Infrastructure
and tourism
superstructure
* Maintenance
COMPETITIVE (MICRO) ENVIRONMENT
* Knowledge resources
* Efficiency
* Effectiveness
Slide # 9 of 25
Sample of animated/hyperlinked model – hyperlinks DISABLED for lite version
Classification of research approaches according to the
three dimensions of the management process
Personnel
Control
Production
Marketing
Finance
Coordination
L EV E L S O F M A N A G E M E N T A C T IV I TY
STAGES OF THE
MANAGEMENT
PROCESS
STRATEGIC
MANAGERIAL / TACTICAL
OPERATIONAL
ANALYSIS
POLICY RESEARCH
MANAGERIAL RESEARCH
OPERATIONAL
RESEARCH
Analysis of overall
organizational situation with
a view to formulating major
policy proposals and
establishing their priorities
PLANNING
EXECUTION
CONTROL
EVALUATION RESEARCH
Formal, objective measurement
of the extent to which a given
action, activity, or program has
achieved its original objectives
Research related to a specific
important problem of limited
scope for which management
has need of additional
information on which to
base a decision
ACTION RESEARCH
A range of quantitative/
analytical techniques
designed to formulate
and test decision rules
which will permit
management to optimize
the relations between the
inputs and outputs of a
given operational
procedure
Continuous gathering and
analysis of research data
and the feeding of the
findings into the organization
in such a manner as to
improve its functioning
Slide # 10 of 25
How to Create a Genuine
Destination Brand Experience
1. Brand Assessment
2. BrandPromise®
3. Brand Blueprint
4. Brand Culturalization
5. Brand Advantage
Define destination’s essence
and experiential commitment;
create paradigm shift
Become distinctive in visitor’s
minds apart from other
destinations
Think like a brand; live the
destination’s promise
Optimize economic impact;
form alliances to enhance
brand equity
Slide # 11 of 25
Brand Assessment Overview
PROCESS
PURPOSE
• Correctly identify a
destination’s current brand
perception
• Gain consensus with the
CVB’s executive team on
current brand position
• Evaluation of destination’s collateral and
materials
• Evaluation of destination’s key competitive set
• Interviews with key sales and marketing staffs
at the CVB as well as attractions and hotels
• Interviews with key stakeholders including
CVB board members and city officials
• Conduct visitor research (this includes
research from a variety of market segments
including meeting planners, tour operators,
travel media and leisure visitors; this could
also include geographic research such as
international leisure visitors)
RESULTS
• Determine how a destination is perceived today
• Understand the importance of building a brand and
learn to see a destination as a visitor sees it
Slide # 12 of 25
Brand Assessment: Destination Brand Research
OBJECTIVES
• Assess and diagnose
visitor’s brand
perspectives
• Determine strengths
and weaknesses
as a destination brand
• Identify opportunities or
gaps to exploit
KEY CONSIDERATIONS
• Evaluate latent strengths of a destination
from the perspective of the visitor experience
• Determination of issues that could be
improved to enhance the destination’s brand
image
• Research employed to examine destination
brand’s value proposition:
– what experience does the destination
promise?
– what is the ease of access and quality of
accommodations?
– What information channels are available to
help with decision-making?
OUTCOME
• A clear, concise picture of the destination brand today
• Areas for improvement identified
• Determination of key factors upon which to build destination’s BrandPromise
Communications to Stakeholders
via the Sustainability Report
Capital and Product Markets
(risk)
Political and Social Markets
(social license to operate)
Labor/Employee Markets
(self-learning and continuous improvement)
S U S TA I NA B I L I T Y R E P O RT I N G C H A R AC T E R I S T I C S
Directors of Communication
Clarity of Stakeholder Identity
Deliberateness of Collecting Feedback
Broadness of Scope of Stakeholder Communication
Utilization of Stakeholder Communication for Learning
Slide # 14 of 25
Basic layout & sketch received from Prof
Slide # 15 of 25
Finished Graphic with Motion Path Animation
– click to activate animation
Collaborating Logics in Sustainability
ECONOMIC
Fishers
NATIONAL
Direct
Dependencies
for Livelihood
Tourism
SOCIAL
ENVIRONMENTAL
Governments &
Agencies
GNP
CDF
INTERNATIONAL
Indirect
Dependencies
for Livelihood
Slide # 16 of 25
65% of population
are visual learners
• Theory about this
• Theory about that
• How to do this
• How to do that
#1
#5
#4
#2
#3
30% are verbal learners
5% are experiential learners
SOURCE: Bradford, William C. (2004). “Reaching the Visual Learner: Teaching Property Through Art.” (September 01, 2011).
The Law Teacher, Vol. 11, 2004 - http://papers.ssrn.com/sol3/papers.cfm?abstract_id=587201
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•
•
•
•
istock photo
Creative Commons
dreamstime
123rf
Slide # 23 of 25
• SlideShare – slideshare.net
• TED Talks – ted.com/talks
• Steve Jobs - http://www.youtube.com/watch?v=RHX-xnP_G5s
Slide # 24 of 25
Thank You!
Slide # 25 of 25