Newfoundland and Labrador Product Development Strategy

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- 5 -Regional DMO: Regional destination marketing organizationSecondary Research: The compilation of existing data, drawn from such sources as internalreports, newsletters, trade journals, and so on.Sector Alliance/Team: A group of partners in the same type of business that work together.Shoulder Season: A season immediately before or after the primary season – usually springand fall.Sleeper: A latent, undeveloped tourism product.Special Interest Market: A market segment based on a common interest in a specific subjector activity.Stewardship: The practice of protecting, conserving and nurturing valued natural and/orcultural assets.Strategy: The mix of initiatives/tactics undertaken in order to reach an objective.Sustainability: The ability of an organization to sustain itself over time from the resourcesavailable to it, without degrading or using up those resources over time. A sustainable entityin tourism is one that is financially viable, environmentally neutral and culturally/communitysupportable.Target Markets: Market segments that have been identified as having the greatest potential,and towards which marketing activities are directed.Tier: A layer among several layers.TDMS: The Tourism Destination Management System formerly in use on a province-widebasis in Newfoundland and Labrador. It involved the provision of travel information toconsumers via a call centre and literature fulfilment service.Tour: A trip involving visits to a number of areas and attractions.Tour Operator: A business that designs, develops, markets and operates packaged travel andtourism products and tours – usually group tours and FIT packages. Tour operators sellthrough travel agents and/or directly to consumers.Tourism Marketing Council (TMC): The public-private council that advises theDepartment of Tourism, Culture and Recreation on marketing the province to tourismmarkets.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs StudyAppendix IV: Glossary
- 6 -Trade Show: An exhibition of travel and tourism products designed to solicit business fromtravel trade buyers.Travel Agent/Agency: A licensed travel product retailer that provides travel information,reservations and other forms of assistance to consumers, companies and groups in makingtravel arrangements. Sometimes referred to as a ‘retailer’.Travel Party: People travelling together, for example; a couple, a family or group tour.Travel Suppliers: Tourism operators.Travel Trade: A term describing the various types of organizations that operate asintermediaries in the travel and tourism industry. These typically include tour operators,wholesalers, receptive operators, and travel agents.Unique Selling Propositions (USPs): The unique characteristics and experiences of a travelproduct or package that are used to promote and sell it.Wholesaler: A company that operates as an intermediary between the travel product supplierand the retail travel agent in the marketplace, generally providing services such as informationand reservations to travel agents. Tour operators are a common example. So are centralreservation systems, online booking systems, representation companies, sales agents, etc.Yield: The combination of volume and price, determining total revenues.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs StudyAppendix IV: Glossary
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Table of ContentsPage No.Section 3
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Table of ContentsPage No.Section 6:
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The Top Ten Conclusions (continued)
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Section 1IntroductionTHE ECONOMIC P
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- 2 -Objectives and Scope of the St
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- 4 -" Preparation of several backg
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- 5 -Section 2Newfoundland and Labr
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- 7 -There are expectations that th
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- 9 -A recent National Geographic T
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- 11-“changes to exchange rates a
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- 13-• Family (41%)• Learning (
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Section 3Situational AnalysisTHE EC
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- 16 -o Outdoor activities availabl
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- 18 -The province’s tourism prod
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- 20 -Market perspectives on Newfou
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- 22 -o Transportation to and from
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- 24 -Exhibit 1Satisfaction Levels
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- 26 -RoofedAccommodationsSupply of
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- 28 -Nova Scotia and Prince Edward
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- 30 -Hotel/Motel Occupancy by Star
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- 32 -o There are examples of rooms
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- 34 -pricing, rate structures, dis
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- 36 -A few participants reported s
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- 38 -Exhibit 2Extent to which Acco
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- 40 -Clearly the vast majority of
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- 42 -o Growing use of upscale B&Bs
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- 44 -o Not enough 4 star plus prop
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- 46 -As illustrated in thegraph, t
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- 48 -campsite. The rate for sites
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- 50 -o There appears to be an incr
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- 52 -A niche market within the rec
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- 54 -Argentia facility closes at t
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- 56 -expressed views concerned sig
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- 58 -The Department of Tourism, Cu
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- 60 -the province was about 48% hi
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- 62 -A related issue is recreation
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- 64 -HNL also offers a wide range
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- 66 -" Its core programs include:-
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- 68 -Federal Government ProgramsAt
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- 70 -The tourism industry in Newfo
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Section 4Product Development Initia
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- 73 -Key Issues/Opportunities/Chal
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- 75 -Key Issues/ Opportunities/ Ch
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- 77 -o Product Committee scans cur
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- 79 -o Development of mutual respe
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- 81 -The province has recently int
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- 83 -One of the signature areas id
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- 85 -o Ontario’s Product Allianc
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Section 5Overall Strategic Approach
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- 88-This is not to suggest that we
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- 90-Newfoundland’s major tourist
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- 92-Federal government:o National
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- 94-The approach focuses on buildi
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- 96-on its investment. The $300 mi
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Section 6Strengthening and Building
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- 99 -Demand Influencers - Natural
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Exhibit 4Evaluation of Attractions,
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- 103-Top Priority Influencers (10
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- 105-Exhibit 5Rating of Potential
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- 107-Based on this evaluation, act
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- 109-o Staging a spring or fall ev
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- 111-1. Develop pricing ‘tools
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- 113-Cultural and Heritage Attract
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- 115-o Exhibit 7What Does ‘Cultu
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- 117-There are always risks in con
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- 119-Aboriginal and Acadian Cultur
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- 121-Criteria for SupportThe kinds
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- 123-Other Provincial Initiatives
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- 125-The question arises, however,
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- 127-Provincial/Regional Itinerari
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- 129-o A serious shortage of renta
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- 131-This is another sector of the
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- 133-Walking and hiking is one of
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- 135-The Green Bay Trail Guide pro
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- 137-get them developed. We have n
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- 138 -Section 7Strengthening and B
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- 140 -Established Destination Area
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- 143 -Some suggestions:o Build on
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- 144 -Section 8Strengthening Touri
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- 146 -Currently established servic
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- 148 -o The absence of Provincial
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Section 9Strategies for Accommodati
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- 151 -But with demand generating a
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- 153 -To be more explicit, the nee
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- 155 -to assess this. What occupan
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- 157 -o Has evident potential in o
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- 159 -o Accessible by roado Archit
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- 161 -of a feasible proposal by th
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- 163 -The criteria here are relati
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- 165 -significant gaps, such that
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- 167 -We have used scores of low,
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- 169 -o Also, some level operating
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- 171 -Preference should be given t
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- 173 -If this sort of advice is to
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- 175 -some suggestions that the da
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- 177 -only be given in destination
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Section 10Other Product Development
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- 180 -As part of the shoulder and
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- 182 -flexibility in this regard.
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- 184 -from this process has been s
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Section 11Strategies for Market Rea
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- 187 -o Brochure and other marketi
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- 189 -considered in the mystery sh
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- 191 -them of the career opportuni
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- 192 -Section 12LabradorOverviewLa
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- 194 -Tourism Business Support Fun
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- 196 -" Principles and policies fo
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- 198 -Changes Since Completion of
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- 200 -are currently looking at the
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- 202 -development of the Labrador
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- 204 -" Identify Business and Prod
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- 206 -" Some have been long-held f
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Section 13ImplementationTHE ECONOMI
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- 209 -barrel for government handou
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- 211 -In the second case, the appr
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- 213 -General ConclusionsOther con
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- 215 -o Econo-museum/learning prog
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- 217 -across the province - museum
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- 219 -Newfoundland and Labrador To
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- 221 -Exhibit 11Functions of the A
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- 223 -The challenge here is the ne
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- 225 -The first iteration of the a
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- 227 -other organizations the team
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- 229 -Given the kind of budget req
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- 231 -FundingWe recommend that the
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- 233 -Linkage with the Tourism Mar
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- 235 -Hospitality Newfoundland and
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PART IIOpportunities for Product De
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- 237 -Section 14Avalon RegionOverv
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- 239 -Exhibit 13Avalon Region - Oc
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- 241 -Destination AreasThe discuss
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- 244 -believes that there is an op
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- 246 -of those interview indicated
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- 248 -Opportunities and NeedsPoten
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- 250 -Opportunities and NeedsWith
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- 252 -Zone 17:Mariner (Baccalieu T
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Section 15Eastern RegionTHE ECONOMI
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- 255 -EASTERN REGIONNumber Number
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- 258 -Trinity Bight (Trinity/Port
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- 260 -Accommodation Supply, Demand
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- 262 -Opportunities and NeedsThe p
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- 264 -° The fall season of Rising
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- 265 -Section 16Central RegionOver
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- 267 -perform better than the lowe
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- 270 -Suggested Tourism Developmen
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- 272 -primarily of the hotel/motel
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- 274 -but demand outside this peri
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- 276 -Demand° Overall occupancies
Page 311 and 312: - 278 -100%90%80%70%60%50%40%30%20%
Page 313 and 314: - 280 -100%90%80%70%60%50%40%30%20%
Page 315 and 316: - 281 -Section 17Western RegionOver
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Page 320 and 321: - 286 -° Raleigh - consider propos
Page 322 and 323: - 288 -Codroy Valley/Southwest Coas
Page 324 and 325: Demand- 290 -ZONE 6 - NordicNumber
Page 326 and 327: - 292 -ooGMNP, this is a significan
Page 328 and 329: - 294 -Demandoo100%90%80%70%60%50%4
Page 330 and 331: - 296 -oThere may be some future op
Page 332 and 333: Section 18Labrador Accommodation As
Page 334 and 335: - 299 -Supply of Accommodations in
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Page 339 and 340: - 303 -Zone 5: Labrador StraitsSupp
Page 341 and 342: - 305 -As with Zone 4, activity in
Page 343 and 344: Qualmark - New Zealand's official q
Page 351 and 352: - i -Appendix IIOther Tourism Proje
Page 353 and 354: - iii -Change and Fogo Islands - Th
Page 355: Appendix IIIMap of Regional Economi
Page 358 and 359: - 1 -Appendix IVGlossary of TermsAC
Page 360 and 361: - 3 -Geographic Markets: Market seg
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Newfoundland and Labrador Product Development Strategy

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