2017 APPROACH TO VISITOR INFORMATION CENTRES
THE CURRENT CONTEXT
DOMESTIC LACK LUSTRE PERFORMANCE - Decline in total number of domestic trips TOURISM IS - Decline in total number of domestic FACING A BIG travellers CHALLENGE - Decline in domestic travel spend
WHAT WE Implement a ROBUST and RESPONSIBLE Domestic Tourism Economy INTEND TO DO - Drive growth of Heritage and Culture TO ADDRESS consumption to reduce the significance reliance THE DECLINE on inbound tourism to sustain the sector
IN OTHER WORDS… More domestic travellers, undertaking more regular trips will spearhead the rejuvenation of tourism in South Africa.
WHAT IS REQUIRED Over and above compelling products that suit a range of budgets, South Africans need access to the right information, delivered to them in a relevant and contextual way.
APPROACH TO VISITOR INFORMATION CENTRES PROVIDING RELEVANT & COMPELLING INFORMATION TO ENTICE TRAVELLERS
ADDRESSING VISITOR INFOMRATION The provision of visitor information is a vital part of the marketing process at each stage of the visitor journey: - Taking into account the important role of digital technology - Providing opportunities to influence decision making: choice of destination, length of stay, what to experience and recommend to others
PROVIDING RELEVANT INFORMATION AT EACH POINT OF THE VISITOR JOURNEY Word-of-mouth, Social Prior knowledge, media, User generated Word-of-mouth, content & CRM ATL, Digital & CRM SHARING CHOOSING Word-of-mouth, Word-of-mouth, VISITING PLANNING Guidebooks, Digital, Social Mobile, Print, media, user reviews Information Centres, Local ambassadors TRAVELLING BOOKING Word-of-mouth, Mobile, Signage, Digital, Mobile, Information Centres, Telephone & Offline Local ambassadors
CHALLENGES & OPPORTUNITIES - Well informed visitors stay longer, experience more and more importantly, will want to return. - How we disseminate information, however, needs to be CULTURALLY & CONTEXTUALLY RELEVANT. - In the tourism world, visitor centres and information is the new multi- functional item that expresses the values of local societies and manages tourist attraction resources.
1. CULTURAL EXPLORE LOCAL ATTRACTIONS, RECOMMENDED BY LOCALS. RELEVANCE
THE FUNCTIONAL USE OF VISITORS CENTRES BY LOCAL COMMUNITY GROUPS IS IMPORTANT - Local staff to add authenticity and credibility to visitors and inbound travellers - Provides tangible value for immediate surrounding communities beyond product owners
2. CONTEXTUAL UTILISING THE 4 FUNCTIONS OF VISITOR INFORMATION CENTRES RELEVANCE
All visitor information centres have multiple function, undertaken to differing degrees. This is dependent on their size, location and its surrounding vicinity. We need to clearly audit, identify and implement the most relevant roles each visitor centre can play.
STAGES IN THE DESIGN & USE OF VISITOR CENTRES
REGIONAL PLANNING OF VISITOR INFORMATION CENTRES Over and above serving its individual roles, visitor information centres need to lead visitors on their journey, and enticing them to further explore the region by dove-tailing with other surrounding information centres. Digital channels need to become the default support for all visitor information centres to tell a seamless story and ensure each visitor has the ability to fully experience the region.
PRACTICAL CONSIDERATIONS IN IMPLEMENTING VISITOR INFORMATION CENTRES
Visitor centres are substantial buildings which are DESIGN FOR used over extended periods of time. We need to design THE FUTURE each one with the future in mind.
Good centres fit into their local area and blends in ECOLOGICAL & easily into the landscape. They also need to serve as SUSTAINABLE the catalyst for local pride and economic activity.
GOOD A clear pathway to and through the centre, the placement of text panels to eliminate backtracking, ORIENTATION introductory panels & displays are all examples of useful SYSTEMS orientation devices to maximise each user experience
DESIGN FOR The easiest way to lose visitor attention is to bore them with repetition. Effective interpretation offers a variety VARIETY of experiences which needs to be built into all our displays
Personal experiences often shapes and directs visitors PERSONAL attention. By staffing each centre with locally recruited CONNECTIONS staff members, we can inject an undeniable authenticity and ensure credibility for their recommendations. Training WITH VISITORS and morale of staff is of utmost importance.
THANK YOU
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