I have lived in a host of different cities, states and one country. The depth of knowledge about those locations various with experience. I love to get out and talk to people, and I’ve met some interesting people along the way. I love to explore and more than likely will get lost. I always find my way back. Every experiences brings a whole new set of learning.
Another year is upon us here at Stout, and I’m teaching Development of Tourism Attractions, Convention Meeting Planning and People Process Culture. The former course expands and expounds on concepts learned in the Principles of Tourism, extending it into the heart of the three environments–socio-cultural, economic and natural/man-made as well motivation, and planning.
It peels back the layers of tourism. Tourism is an act of doing something and depends on the viewpoint in which you view it or peel back the layers. There are tangible and intangible elements that are part of this dynamic process, and we need to know why some destinations and their attractions are more successful than others. As leaders or managers of the future, we will be part of that success and/or failure. What we do, when we do it, could be a defining moment. (For those of you in tourism, remember the mantra.)
At the heart of any attraction is a motivation.
Echoes of those reasons why people travel to a destination and its attractions, percolates through my mind, and I’m sure others.
“Something I always wanted to see.”
“It is on my bucket list.”
But that is from a customer point of view. What about the others?
Why did Disney decide to buy up a large mass of swamp land and orange groves in the middle of Florida to create Disney World?
Why place it there? Why create something in the middle of no where, and hope that people come?
Begs the question posed in A Field of Dreams: “If you build it, will them come?”
The process of building attractions is long and arduous. It takes time to build attractions from concept of the idea to opening. Disney World was conceived as a supplement to Disneyland in 1955 and opened in 1971. During that time of development, Walt Disney died unexpectantly in 1966. Disney World and especially Epcot could have died right there on the table. But it didn’t, and more on that later. Yet, that is a long time for an attraction to be built. Some rise in less time, and close just as fast. The Internet is peppered with a host of attractions that opened and closed quickly because they couldn’t sustain numbers or creativity. Walt Disney World has several areas that have been closed and abandoned because they weren’t as popular as they once were.
So, this hints at one aspect of motivation and decision-making.
Even leadership (Waves at my PPC group, bringing them into the conversation).
Your stakeholder’s needs change over time. All of them.
But who are your stakeholders you ask, besides customers.
- Employees (all levels)
- Host Community
- Others (that arm-chair traveler that hasn’t even made a decision yet, but is bombarded with a mountains of information both by word of mouth, and through other distribution channels and has an interest)
Their needs and wants will change over time as their lives change. It can be short or long-term.
Disney World’s Epcot Center is now going through a major renovation. The original vision of Epcot is a far cry than what Walt had in mind. That vision was transformed because he wasn’t there and those that came after, nixed it in the butt. Roy Disney, his brother, wasn’t the creative genius that Walt was and deferred to others. If you read any books about Walt’s life and his company, his creative style and visions were a prime directive for the company. To lose someone so young in their mid-60s, without a concrete succession plan, will have far reaching effects on the company. And it did.
An attraction is just a structure. An idea.
People make it come to life.
People are the resource that propel it into the future.
Even destinations and their success depends on the people who manage it, work within the boundaries, and even visit.
So, this then suggest a management/educational journey down two different paths.
At times these paths, one of tangible origins and one of intangible, coalesce and merge. At other times, they run parallel. And during times of stress, anxiety, and erosion, diverge.
So, we are at the precipice. On top of the mountain and have a vista to explore. We can see the concrete but the human element is clouded in degrees of mystery.