Case study for tourism and hospitality

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wreel110110

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Find a destination and write a case study like the picture I give you below. There are three body of the assignment which is Overview, Approach and Outcomes. I need three destination in the assignment. I also send to you the ppt.

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• • • • • • • • • • • BEST PRACTICE Attraction Development Case Study: WaterFire Providence, USA Overview In 1994, an artist, Barnaby Evans, was commissioned to create First Fire to celebrate the Tenth Anniversary of First Night, a local New Year's Eve event in Providence, Rhode Island. First Fire consisted of 11 braziers on steel tripods from Waterplace Basin to Steeple Street. In 1996, Evans created a Second Fire for the Convergence Art Festival and the International Sculpture Conference. This unique attraction gained local and regional attention with strong support to continue and expand the project. In 1997, WaterFire expanded to 42 braziers operated through an entire season, with an estimated attendance of over 350,000 people. Today, WaterFire includes over 100 sparkling bonfires, firetenders mystically moving about and setting the flames, and music. It can be seen and experienced along the three rivers of downtown Providence. Approach This attraction is produced by WaterFire Providence, an independent, non-profit arts organization whose mission is to "inspire Providence and its visitors by revitalizing the urban experience, fostering community engagement and creatively transforming the city by presenting WaterFire for all to enjoy." The organization has about 15 staff and relies heavily on volunteers. On any given night, up to 160 volunteers support the event. WaterFire is presented about a dozen times per year and there is no admission charge. Ten percent of their funding is received from public sources with the remainder coming from private and corporate sponsorships and donations. © 2018 Ayaz-Asif-wwypayaz.com Outcomes 2014 marked the 20th anniversary of the event which has transformed the downtown and solidified Providence's reputation as one of the Northeast premiere arts and cultural hubs. Water Fire has received national and international acclaim as a community arts event. The crowds have increased from thousands to millions of visitors per year. Over 10 million visitors have attended. Average attendance is 40,000 per night with hotels and restaurants garnering significant business during each lighting The Water Fire concept has been expanded to other cities including: Houston, Texas; Columbus, Ohio; Kansas City, Missouri; Singapore; Rome, Italy; and Sharon, Pennsylvania. BEST PRACTICE Attraction Development Case Study: Grapevine Vintage Railroad, Dallas, USA Overview Grapevine is a small urban-rural community of 48,000 adjacent to DFW International Airport in the Dallas-Fort Worth Metroplex that has to regularly compete for tourism jobs and revenues with existing other well-established destinations in the metroplex (e.g., Dallas, Plano, Fort Worth). In an effort to create a unique and compelling destination experience, the Grapevine city leaders and DMO leaders developed an iconic destination attraction: the Grapevine Vintage Railroad. THUTHUE - Approach The Grapevine CVB (the DMO) established an overall community destination vision that was anchored by its historical Texas heritage. This included an extensive community engagement process to mobilize the public and politicians with the understanding of the benefits that tourism could provide to the community. The public and political support resulted in the passing of dedicated tourism/economic development funding, through a room tax and sales tax allocation, to support destination development and marketing. The DMO realized that in order to bring the destination vision to life in a competitive marketplace, key brand experiences needed to be acquired and managed. This was done through the establishment of a local foundation to raise the investment capital to purchase railroad assets - including rolling stock, supporting infrastructure and also track access. As a result of this new investment, the DMO had to expand its focus beyond traditional sales and marketing to include product development and management by operating and marketing the Grapevine Vintage Railroad. Outcomes GRAPEVINE VINTAGE RAILROAD The Grapevine Vintage Railroad became the anchor iconic attraction for the destination. Opened in 1993, the Grapevine Vintage Railroad now carries approximately 100,000 riders each year. The DMO has introduced a variety of diverse experiences as part of the railroad attraction including seasonal, food and wine, family and historical, to bring elements of its destination brand to life. The DMO also created a high visibility destination marketing platform to drive overall destination performance. The success of the railroad was a catalyst for attracting other attraction investors, including Merlin Entertainment, to further enrich the overall destination experience. Total annual visits to Grapevine grew to almost 15 million in 2014, generating a total economic impact of $2.2 billion. TEXAS GRAPEINETEXAS AGED TO PERFECTION BEST PRACTICE Organic Marketing (User Generated Content) Case Study: Orlando - the Never Ending Story, USA WEZI ENDINE Overview As a way to make and/or keep Orlando a top-of-mind vacation destination option, Visit Orlando recently launched Orlando - the Never Ending Story. This is a multi-channel organic marketing campaign to encourage the destination's millions of global visitors to capture and share their Orlando experiences across a wide variety of network platforms. Approach Visit Orlando's campaign strategy is to facilitate the development and dissemination of user- generated visitor content “tell their destination story" to more effectively target key visitor networks. The objective is to project credible messages that inspire visitors to consider Orlando for a vacation. STORY OUR STORY BEGINS HERE. TITTET Launching as schools in the US and Canada begin summer vacation, Visit Orlando will use a multi-channel strategy to activate the campaign, starting with traditional media to create visitor awareness, and then social media with the #myorlandostory hashtag to create engagement. The campaign will also consist of a dedicated website to encourage visitors to Orlando to share their pictures and stories with friends and family during their visit and when they return. Advertising for the new campaign will focus on marketing efforts beginning in Brazil (Orlando's leading overseas market), Colombia and the US. Later efforts will focus on Canada and the United Kingdom. Visit Orlando will also engage the thousands of VisitOrlando.com registered users to share their previous Orlando stories. Outcomes Outcomes are still unknown as the campaign launched on June 1st, 2015. Advertising for the campaign will not begin until August. Visit Orlando expects millions of visitors to share their Orlando memories via social media and to create a permanent repository of genuine Orlando stories as told by real visitors on the Visit Orlando website.
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