1. 1 Stakeholder Identification and Management of Tourism Marketing at Heritage Sites Ms. Claire McCamley Prof. Audrey Gilmore Dr. Danielle McCartan-Quinn University of Ulster Tourism Hospitality Research in Ireland Conference Athlone 15th June 2011 Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

2. Overview Aim and Objectives Theoretical Framework  Sustainable Tourism  Stakeholder Theory  Fragmentation of Tourism Industry Research Design Findings Conclusions 2 Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

3. Aim and Objectives To investigate the nature and scope of stakeholders involved in tourism planning in Northern Ireland To investigate the levels of involvement and participation in strategic marketing planning of stakeholders operating in the tourism industry in Northern Ireland To investigate the nature and scope of the planning and implementation of tourism marketing plans in two heritage sites. 3 This research aims to investigate the nature and scope of stakeholder interactions relating to strategic planning and operational delivery, in the context of the tourism at heritage sites in Northern Ireland. Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

4. Overview of key literature Stakeholder Theory Fragmentation in Tourism Industry Sustainable Tourism 4 Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

5. Summary of literature to date  Tourism industry is highly fragmented (Gunn, 1988; Inskeep, 1991; Jamal and Getz, 1995)  Call for a sustainable approach to tourism development (Jamal and Getz, 1995; Sautter and Leisen, 1999; Gilmore and Simmons, 2007; Gilmore et al 2008)  Sustainable tourism requires a balanced approach (Byrd and Gustke 2006; Hardy and Beeton, 2009)  Stakeholder participation is key to achieving successful sustainable tourism development (Jamal and Getz, 1995; Sautter and Lesien 1999; Hardy and Beeton, 2009) 5 Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

6. Research Design - Stage 1 An investigation of the nature and scope of stakeholder involvement in tourism development at strategic ‘masterplan’ level planning using qualitative content analysis Content analysis is used to examine following strategic documents: Department for Enterprise, Trade and Investment Draft Strategy to 2020 Causeway Coast and Glens Masterplan (2004-2014) Mourne Area of Outstanding Natural Beauty Management Plan (2010-2015) A framework is developed to facilitate identification of: The nature and scope of stakeholder involvement in tourism development and The processes involved in strategic development of the tourism industry in two regions 6 Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

7. Presentation of Findings a) Identification of stakeholdersb) Perceived priorities and interestsc) Balance of interestsd) Level of engagemente) Processes to manage interests 7 Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

8. 8 Department for Enterprise Trade and Investment Local Council Govt Agencies Heritage Trust Tourism Ireland Northern Ireland Tourist Board a) Identification of Stakeholders Private Sector Tour Opera- tors Tour Opera- tors Visitor Attrac- tions Travel Agents Transport Opera- tors Accomm- odation Providers Regional Tourism Partnerships Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

9. 9 Department for Enterprise Trade and Investment Local Council Govt Agencies Heritage Trust Tourism Ireland Northern Ireland Tourist Board a) Identification of Stakeholders Private Sector Tour Opera- tors Tour Opera- tors Visitor Attrac- tions Travel Agents Transport Opera- tors Accomm- odation Providers Regional Tourism Partnerships Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

10. 10 Department for Enterprise Trade and Investment Local Council Govt Agencies Heritage Trust Tourism Ireland Northern Ireland Tourist Board b) Perceived Priorities and Interests of Stakeholders Private Sector Tour Opera- tors Tour Opera- tors Visitor Attrac- tions Travel Agents Transport Opera- tors Accomm- odation Providers Regional Tourism Partnerships Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

11. In Northern Ireland, many businesses are SMEs Limited resources Limited expertise Short term planning focus Limited involvement in wider industry networks and planning (Carson and Cromie, 1989; Gilmore, 2003) 11 b) Perceived Priorities and Interests of Stakeholders Private Sector Tour Operators Tour Operators Visitor Attractions Travel Agents Transport Operators Accomm- odation Providers Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

12. Private sector involvement by sector 12 Department for Enterprise Trade and Investment Draft Strategy to 2020 Causeway Coast and Glens Master Plan 2004-2014 Mourne Area of Outstanding Natural Beauty Management Plan 2010-2015 Transport (x3 businesses) Accommodation (x6 businesses) No Private Sector involvement explicitly acknowledged Accommodation (x2 businesses) Tour Guide (x1 businesses) Visitor Attraction (x2 businesses) Retail (x1 businesses) Beverages (x1 businesses) Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

13. 13 Department for Enterprise Trade and Investment Local Council Govt Agencies Heritage Trust Tourism Ireland Northern Ireland Tourist Board Private Sector Tour Opera- tors Tour Opera- tors Visitor Attrac- tions Travel Agents Transport Opera- tors Accomm- odation Providers Regional Tourism Partnerships c) Balance of Stakeholder Interests Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

14. 14 Department for Enterprise Trade and Investment Local Council Govt Agencies Heritage Trust Tourism Ireland Northern Ireland Tourist Board Private Sector Tour Opera- tors Tour Opera- tors Visitor Attrac- tions Travel Agents Transport Opera- tors Accomm- odation Providers Regional Tourism Partnerships d) Level of engagement Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

15. 15 Department for Enterprise Trade and Investment Local Council Govt Agencies Heritage Trust Tourism Ireland Northern Ireland Tourist Board Private Sector Tour Opera- tors Tour Opera- tors Visitor Attrac- tions Travel Agents Transport Opera- tors Accomm- odation Providers Regional Tourism Partnerships e) Processes to manage interests Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

16. Conclusions Lack of processes in place to achieve sustainable tourism development Planning process does not employ a stakeholder approach Stakeholder engagement is consequently unbalanced Disjoint between strategic planning and operational delivery 16 Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com

17. Thank You Any Questions? 17 Pictures from www.discovernorthernireland.com ; www.causewaycoastandglens.com