2017 APPROACH TO VISITOR INFORMATION CENTRES THE CURRENT CONTEXT - - PowerPoint PPT Presentation

2017

APPROACH TO VISITOR INFORMATION CENTRES

THE CURRENT CONTEXT

DOMESTIC TOURISM IS FACING A BIG CHALLENGE

LACK LUSTRE PERFORMANCE

• Decline in total number of domestic trips
• Decline in total number of domestic

travellers

• Decline in domestic travel spend

WHAT WE INTEND TO DO TO ADDRESS THE DECLINE

Implement a ROBUST and RESPONSIBLE Domestic Tourism Economy

• Drive growth of Heritage and Culture

consumption to reduce the significance reliance

• n inbound tourism to sustain the sector

More domestic travellers, undertaking more regular trips will spearhead the rejuvenation of tourism in South Africa.

IN OTHER WORDS…

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.

WHAT IS REQUIRED

APPROACH TO VISITOR INFORMATION CENTRES

PROVIDING RELEVANT & COMPELLING INFORMATION TO ENTICE TRAVELLERS

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

ADDRESSING VISITOR INFOMRATION

PROVIDING RELEVANT INFORMATION AT EACH POINT OF THE VISITOR JOURNEY

CHOOSING PLANNING BOOKING TRAVELLING VISITING SHARING

Prior knowledge, Word-of-mouth, ATL, Digital & CRM Digital, Mobile, Telephone & Offline Word-of-mouth, Mobile, Signage, Information Centres, Local ambassadors Word-of-mouth, Guidebooks, Digital, Social media, user reviews Word-of-mouth, Mobile, Print, Information Centres, Local ambassadors Word-of-mouth, Social media, User generated content & CRM

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

RELEVANCE

EXPLORE LOCAL ATTRACTIONS, RECOMMENDED BY LOCALS.

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

RELEVANCE

UTILISING THE 4 FUNCTIONS OF VISITOR INFORMATION CENTRES

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

• ther 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

DESIGN FOR THE FUTURE

Visitor centres are substantial buildings which are used over extended periods of time. We need to design each one with the future in mind.

ECOLOGICAL & SUSTAINABLE

Good centres fit into their local area and blends in easily into the landscape. They also need to serve as the catalyst for local pride and economic activity.

GOOD ORIENTATION SYSTEMS

A clear pathway to and through the centre, the placement of text panels to eliminate backtracking, introductory panels & displays are all examples of useful

• rientation devices to maximise each user experience

DESIGN FOR VARIETY

The easiest way to lose visitor attention is to bore them with repetition. Effective interpretation offers a variety

• f experiences which needs to be built into all our displays

PERSONAL CONNECTIONS WITH VISITORS

Personal experiences often shapes and directs visitors

• attention. By staffing each centre with locally recruited

staff members, we can inject an undeniable authenticity and ensure credibility for their recommendations. Training and morale of staff is of utmost importance.

THANK YOU