1. DESTINATION MANAGEMENT Trying to make ends meet Henrik Halkier Professor of Regional and Tourism Studies Aalborg University Denmark halkier@ihis.aau.dk http://www2.ihis.aau.dk/~halkier/

2. Henrik Halkier Aalborg University Denmark halkier@ihis.aau.dk DESTINATION MANAGEMENT Trying to make ends meet

3. Henrik Halkier Aalborg University Denmark halkier@ihis.aau.dk DESTINATION MANAGEMENT Trying to make ends meet

4. 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

5. 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.

6. 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

7. 1Policy formulation * problem identification * agenda setting 2Policy design* deciding objectives * considering alternatives 3Implementation* resources * instruments * effects 4Evaluation* effects * policy change? Destination development as a PROCESS

8. Analysing policy discourse in practice ASSUMPTIONAL ORDERS Topographical  inside/outside  up/down Temporal  past/future  cause/consequence Strategic  subject/object  assistant/opponent Source: Inspired by inter alia Koselleck and Åkerstrøm Andersen – Elaborated on the basis of Henrik Halkier: Institutions, Discourse and Regional Development, Brussels: PIE Peter Lang, 2006, chapter 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?

9. 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 development STRATEGIC OPTIONS

10. All-year tourism in Mariagerfjord SURELY, THIS IS CRAZY ?

11. 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 Mariagerfjord SURELY, THIS IS CRAZY ?

12. THE LOCAL CHALLENGE 1 Coordination, coordination, coordi… Firms & attractions Tourists Citizen Local authority & tourist association Service Promotion Product development Expansion Partnership Involvement Region, state, EU... Finance Partnership

13. 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 2 Attractions in the dark days ?