Professional Documents
Culture Documents
Reflection and critical discussion written by Lisa Hammertinger based on the article mentioned above.
Knowledge
about
a
destinations
visitor
attendance
is
one
of
the
key
indicators
for
its
performance.
Also
it
provides
important
information
for
the
decision
making
and
planning
of
destination
managers.
As
mentioned
in
the
article,
a
reliable
and
exact
estimation
of
visitor
attendance
can
be
a
very
challenging
task,
especially
in
a
destination
that
is
ungated.
Tourism
Whistler
developed
The
Visitor
Volume
Model,
which
uses
two
main
sources
of
monthly
data
collection
for
the
estimations.
For
a
baseline
estimate
of
the
visitor
volume,
information
is
collected
from
Tourism
Whistlers
Commercial
Accommodation
Survey
(CAS).
Mentionable
at
this
point
is,
that
only
75%
of
all
rooms
that
are
available
for
nightly
rental
in
Whistler
are
participants
of
the
CAS
and
only
these
accommodations
provide
their
monthly
results.
To
represent
and
reflect
the
rest,
the
numbers
are
adjusted
upward,
which
makes
it
almost
impossible
to
get
exact
numbers
for
the
attendance
estimation.
Nonetheless
this
information
is
very
valuable
for
Whistlers
accommodation
sector,
for
example
to
compare
the
results
to
previous
years,
which
helps
to
get
a
better
understanding
for
the
destinations
performance
in
this
field.
The
second
source
of
data
collection
is
visitor
surveys.
These
are
conducted
to
track
behavioural
characteristics
of
footloose
visitors
in
Whistler.
Interviews
only
take
place
at
two
different
places
in
winter
and
at
few
different
high-traffic
places
in
summer.
These
locations
are
chosen
based
on
assumptions
and
the
high
degree
of
likelihood
that
most
of
the
tourists
in
Whistler
visit
these
areas.
Another
weak
point
is
that
there
are
only
English-speaking
interviewers
operating.
These
two
limitations
create
the
risk
of
missing
out
on
valuable
interview
partners
and
consequently
information
for
the
survey.
The
interviewees
receive
training
from
Whistler
Tourism.
Still
mentionable
is,
that
personal
interviews
always
are
carried
out
by
humans
with
individual
characteristics
this
might
bring
along
the
risk
of
influencing
the
interview
results.
The
whole
model
is
user-friendly
and
uses
simple
Microsoft
Excel
software.
Although
this
is
very
favourable
for
the
managers
using
the
software,
a
more
professional
statistic
program
like
SPSS
could
probably
help
to
define
valuable
cause-and-effect
relationships
in
a
more
adequate
way
and
also
help
to
provide
more
detailed
consumer
behaviour
information.
The
model
is
very
well
applicable
to
track
References
Beritteli,
P.,
Bieger,
T.,
&
Laesser,
Ch.
(2007).
Destination
Governance:
Using
Corporate
Governance
Theories
as
a
Foundation
for
Effective
Destination
Management.
Journal
of
Travel
Research,
46
(1),
pp.
96
107.
Kelly,
J./Williams,
P.W./Schieven,
A./Dunn,
I.
(2006):
Toward
a
destination
Visitor
Attendance
Estimation
Model:
Whistler,
British
Columbia,
Canada.
Journal
of
Travel
Research,
44
(4),
pp.
449
-
456