CHAPTER 5 - THE ROLE OF DESTINATION

CHAPTER 5

The Role of Destination in Business Travel and Tourism

The definition of a destination

The destination is a place where the main focus of the business travel trip will be, whether a conference, a sales mission or an incentive travel package. Destinations can be viewed on a number of different geographical levels, from whole countries, through regions, to a rural area, an individual city or a single coastal resort. Destinations have different types of boundaries; they can be seen in terms of central government or local government boundaries, geographical features or even the perceptions of the client.

The distinction between destinations and venues

Traditionally there has been a clear distinction between destinations and venues. The former were areas while the latter were individual units within these areas. Venues are supposed to provide one or some of the services needed by the traveler, while destinations overall are meant to provide virtually every service the traveler needs.

The destination product

• Transport networks including airports, seaports roads, and railways within the destination, and links with the outside world.

• Accommodation establishments including hotels and university halls of residence.

• Human man-made attraction such as historic buildings, theme parks, restaurants, museums, theatres.

• Venues such as convention and exhibition centers, hotel meetings rooms.

The destination product

• Ancillary services such as florists, audiovisual specialists, sign makers etc.

• Specialist destination management companies providing organization services for conferences, trade fairs, and incentive travels.

• Destination marketing agencies which provide information for potential visitors.

•  Geographical features including climate, topography and landscape.

The types of business tourism in destinations

Conference and convention destinations

Rogers (1998) recognized the importance of destinations in the conference – or congress or convention – sector when he stated: ‘Conference organizers attach greater importance to ‘location’ (destination) than any other single criterion when selecting their sites.’ However, the destination will only be acceptable if it offers the right range of services and facilities, including individual venues. Thus, there is a strong link between destinations and venues.

Most conferences take place in large urban areas or coastal resorts. The destination has to offer:

[1] a suitable venue for the meeting or meetings

[1] sufficient accommodation if the venue is non-residential

[1] attractions for successful social and/or partner programmes

[1] good accessibility to the generating market(s)

[1] efficient transport systems within the destination.

Incentive travel destinations

This form of business tourism is interesting as it is leisure tourism for business purposes. Incentive travel destinations must first and foremost have status, be out of the ordinary and offer something special and unusual. The destinations are usually sophisticated cities, although increasingly remote, wild regions, off the ‘beaten track’ are becoming more popular.

The links with leisure tourism

Many decisions concerning the selection of conference destinations are heavily influenced by the recognition that delegates will often decide to attend if they perceive the destination to be attractive for leisure activities.

There are three links between business tourism and leisure travel that have implications for destinations:

1. Business travellers become leisure travellers when the working day is over, whatever time of the day this may be.

2. Many conferences have social programmes of leisure activities for delegates. These may take place in the evenings or even in the daytime. Alternatively, or additionally, they can also feature post-conference tours which take place once the conference has ended.

3. Partners often accompany business tourists on their trips, and while the business tourist is working, the partner is free to act as a leisure tourist. Once the working day is over they will usually become a leisure couple.

Destination management

Destinations require effective management if they are to satisfactorily meet the needs of business tourists.

·        The operation of publicly owned conference/exhibition venues

·        Managing quality standards in respect of all aspects of the product and taking action if there are problems

·        Ensuring the reliability of utilities such as electricity and water supplies

·        Ensuring the safety and security of business visitors particularly in relation to crime and fire safety

Destination management

·        Maintaining the standards of the physical environment including street- cleaning and the maintenance of open spaces

·        Training and education for all staff involved in servicing the needs of business tourists

·        Planning and developing infrastructure including venues and transport

·        Marketing and the provision of information concerning the destination.