Trentham Gardens Tourism in Action - Case Study Example

Trentham Gardens Tourism in Action Student’s Name: Tutor: Course: Date: Trentham Gardens Tourism in Action Introduction Trentham Gardens is an ideal tourist location found in Trentham estate, Staffordshire in the UK. It is a natural idyllic tourist location consisting of different tourist attractions which are popular with tourists looking for a tranquil leisure experience. The management of this tourist attraction site have used different strategies to maintain visitor inflows, to increase the amount of revenues generated by the park. Government policies which have focused on regional tourism development gave given policy makers and other industry players proper guidance on how they can plan and mobilise different resources needed to make the industry competitive. The management of Trentham Gardens has used various policy statements from the government to guide the manner in which various tourism activities are conducted on the tourism site. This paper will discuss key issues that affect the operations and success of Trentham gardens. Major Factors Regional Development Agencies (RDA) have been given the responsibility of coming up with appropriate policies and programs to boost tourism in territories under their jurisdictions. Consequently, in the last ten years, the decentralisation of tourism activities by the government has made it possible for many organisations to improve the quality of services they offer their visitors to encourage to stay for lengthy periods. The Stoke-on Trent Council has instituted several programs which focus on adding value to the city’s tourism sector to help it compete effectively with other regions in the country and in Europe. As a result, strategies have focused on giving the city its own unique character by publicising different attractions that are contained there to attract large numbers of visitors (Locum Destination Consulting 2004). Commercial benefits that are obtained from fees and other forms of income the management and the local authority obtain from various attractions in Trentham Gardens are reinvested, to boost the quality of services offered. Various amenities have been constructed to offer visitors a lively experience full of leisure and relaxation to improve their experience. In addition to that, more value added strategies have been used to increase the image of the location to make different visitors more appreciative of services offered. Public and private partnerships in the region have made it easy for private organisations to get different forms of support from governing political bodies (Locum Destination Consulting 2004). Consequently, these firms have been able to review the manner in which they engage with different visitors and other stakeholders in local tourism. The inclusion of different types of stakeholders in tourism activities in the region has encouraged knowledge sharing and this has been beneficial to the growth of tourism activities in the region. Redevelopment of different infrastructure and public amenities has helped to regenerate the area surrounding Trentham Gardens. More efforts have been made to restore woodlands and other natural scenic gardens to improve the quality of the service visitors to the part get to enjoy. The Italian gardens in the park have been redesigned to cater for changing visitor experiences to make them interact more with different aspects of nature which are offered on site. Appropriate land use planning systems have been adopted in the location and they have helped to guide the manner in which various developments are done on the site. Community lifestyles and opinions are factored in the final designs that have been used to give the site a facelift, to make it suitable for different tourist tastes and expectations (Barnes 2013). The management of the gardens relies on the impressive history and cultural appeal of the region to market the site as an appropriate location for different types of leisure activities. Different people that are in direct contact with tourists have familiarised themselves with high standards of service to encourage different visitors to make return visits. Since many people enjoy the outdoor leisure activities on offer, the management has developed different types of programs that cater to the needs of visitors coming to this location. It is estimated that more than 3 million visitors toured the site in 2013 and the number is projected to grow in future as the popularity of the location continues to increase substantially. Effective management of visitors coming to the site has increased the number of tourists willing to sample different types of attractions on offer at the site (Barnes 2013). Visitors are able to book for their accommodation and other services well in advance, and this gives them a good impression about the quality of service they expect to get while on the site. The number of developments on the site are planned effectively to avoid too much concentration of facilities that are likely to compromise its appeal to visitors. Moreover, the management has managed to understand modern environmental implications that are directly related to the management of the site and how they affect its running. Environmental laws and policies are strictly observed by the management of the site (Chapter 6: recreation leisure and tourism 2007). This ensures that various social and economic activities which are conducted on the site have to comply with high quality environmental laws which are enforced strictly. Since tourists understand the benefits of good environmental management, they are more willing to participate in environmental conservation efforts by avoiding practices which are likely to have negative effects on the environment. The concept of green tourism has been used by the local authority and the management of the facility in marketing the site and other surrounding attractions. Clean waterways, natural gardens and uncontrolled animal settlements are some of the aspects of the gardens which appeal to many visitors that come there. Nature trails which exist in the zone encourage tourists to tour by foot or bicycles and as such, motorised transport is not highly used. As a result, all tourists are able to have a quiet experience which is not interrupted by unnecessary noise and external influences as they relax in the wild (Chapter 6: recreation leisure and tourism 2007). Moreover, animals that live close by are able to interact freely in their natural habitats without any external disturbances which may impact negatively on their wellbeing. Destination management approaches which market all attractions in Staffordshire jointly have benefited Trentham Gardens significantly. All unique attractions that exist within Staffordshire including the city of Stoke- on –Trent have increased the tourism value of the region. As a result, Trentham Garden’s appeal in different tourism markets has increased and this has attracted higher numbers of visitors to the location. Therefore, different aspects of tourism management such as transport, logistics and accommodation are conducted effectively to save the time wasted by tourists that intend to tour the region. Moreover, Trentham Gardens’ management is able to share vital information with other firms that have a stake in the local tourism sector (Robinson, Luck & Smith 2013). The management of the site is able to plan different activities that need to be done to sustain its competitive edge over other locations that offer similar services to tourists. The redevelopment of the gardens by the St. Modwen properties improved its appeal as a major leisure destination. The revitalisation efforts carried out on the Italian gardens, woodlands and a crafts location offers more opportunities to tourists to sample what is on offer on the site. The monkey forest offers a unique experience of its kind for wildlife lovers where monkeys are able to roam freely in the natural woodland forest. The site also offers good opportunities for bicycle riding because of its landscapes and gentle terrains. As a result, nature lovers are able to create their own experiences within the surrounding landscapes as they retreat from their busy schedules (Robinson, Luck & Smith 2013). All these plans have enhanced the quality of the site to make it attractive to different categories of visitors who come to sample different attractions. The surrounding city has been improved to ensure visitors that come to the gardens are able to enjoy additional services to make their tour worthwhile. There are additional markets which are located near the site where tourists can be able to purchase different commodities they are interested in. Therefore, visitors do not have to travel for long distances to acquire various types of items they may need while touring the gardens. The management of the gardens has managed to integrate different aspects of traditional and modern lifestyles to give all customers that come to the site a chance to unwind without any problems. Customers are able to access modern amenities in a tranquil environment without any difficulties (Horner 2004). Moreover, the management has managed to segment different activities tourists can partake in depending on the specific season of the year. In spring and summer, tourists are able to sail on the lake and take part in a variety of outdoor activities with their families. They are also able to enjoy a ride on the small train that moves close to the lake enjoying the views of natural landscapes that are found on the site. The management also has encouraged other firms to establish restaurants, shops, pubs and other luxury products on the grounds. This gives tourists that visit the grounds a more fulfilling experience as they spend their time there. In addition to that, there are other packages that target visitors who like to move in groups to enjoy different types of attractions that are offered on the grounds (Horner 2004). Guided tours are conducted on the grounds to help tourists move around different places easily. Since Stoke-On –Trent and other surrounding locations nearby are known mainly for potteries and ceramics, tourism management on the site has incorporated local lifestyles with different types of services offered on the grounds. Improvements in rail transport in the city have made the grounds more accessible from different parts of the U.K. who are interested in touring the region. The Gladstone Pottery Museum, gives visitors a chance to look at various developments in the local potteries sector over the years (Williams 2009). The Wedgwood museum is also another site that offers a refreshing look on the historical development of Stoke -On –Trent and social and economic developments which have been experienced over the years. The cultural quarter is a project that showcases different aspects of the local culture and the diverse practices which are observed by people living in the region. Since marketing of different tourism attractions is done as a package, tourists who have finished touring different sites on Trentham Gardens get a chance to sample other attractions in Stoke-On-Trent and other areas of Staffordshire. For instance, tourists are given the option of touring Mersey and Caldon Canals as they familiarise themselves with different aspects of the city. Therefore, tourists get a chance to use alternative means of transport to move around the greater Staffordshire region (Williams 2009). However other projects within the country also offer a rural experience to visitors who intend to get away from the busy city life. For instance, Horkesley Park in Essex offers visitors a chance to experience East Anglia’s rural attractions which include: woodlands, riverside nature trails, aspects of the local Gypsy culture and interactions with different animal breeds. The distinct difference between the management of Horkesley Park and Trentham Gardens is that the former is not marketed as a package together with other attractions in Essex. The marketing concepts used in tourism around Trentham Gardens do not focus on the grounds but different attractions that are contained therein. This approach helps the grounds to differentiate its product offerings to suit specific tastes and preferences of visitors that come there. However, unlike other sites which are in direct competition with Trentham Gardens, the management has failed to use a unique narrative that links different attractions and activities which give tourists a memorable experience. The issue of tourism products sustainability also comes to mind when the management of the site is taken into consideration (Walker & Carr 2013). Some tourists who are interested in a particular site return when they expect to find some changes in previous offerings they were able to enjoy during their previous visits. Therefore, a careful balance needs to be made between the business model used and the market impact of the attractions chosen to ensure they are able to have a long term appeal to customers that tour the site. Trentham Gardens’ management has managed to build a simple business model which has mass appeal and is able to attract visitors from different places to come to the site. It reflects the characteristics of Staffordshire and what is known for nationally and this gives it a unique identity across the country. Moreover, the location of site is a reflection of the rural –urban mix that exists in Staffordshire, which has made the location a favourite site for many people that are interested in ecological tourism activities. Environmental focus is a key part of tourism management on the site and it has been used to give it a unique competitive advantage over other similar sites in the region (Walker & Carr 2013). Consequently, this has been beneficial to animals and plants that are found in the woodlands and the lake because they are protected from the adverse effects of pollution and poor environmental practices. Conclusion In conclusion, Trentham Gardens and other tourism attractions in Staffordshire have focused more on giving visitors a combination between rural leisure lifestyles, within a modern setting. As a result, the combinations of different marketing strategies have benefited the grounds to increase the number of visitors who are interested in coming to the site. The marketing approach used markets the grounds together with other sites in the region as a package and this helps to save costs and time. Therefore, the information obtained from different tourists is used to carry out comprehensive improvements in tourism infrastructure and services offered due to well designed public and private partnerships. References Barnes, L 2013, ‘Huge boom in visitors to Trentham Gardens’, The Stoke Sentinel, 7 December 2013. Viewed January 11 2014, . ‘Chapter 6: recreation leisure and tourism’ 2007, Stafford Borough Local Plan 2001 – Saved Policies Post September 2007, viewed January 11 2014, . Horner, S 2004, International cases in tourism management, Routledge, London. Locum Destination Consulting 2004, North Staffordshire Tourism Strategy 2004-2014, Staffordshire Council, Stoke-On-Trent. Robinson, P, Luck, M & Smith, SLJ 2013, Tourism, CABI, London. Walker, C & Carr, N 2013, Tourism and archaeology: sustainable meeting grounds, Left Coast Press, San Francisco. Williams, S 2009, Tourism geography: a new synthesis, Routledge, London. Appendix SWOT Analysis. This analysis focuses on the strengths, weaknesses, opportunities and threats that the management of Trentham Gardens faces in its operations. Strengths The location has a lot of land which can be used for a variety of different activities, which strengthens its appeal in the region. The site enjoys effective collaborations with other tourism sites located in Staffordshire, which gives it more exposure and publicity. Weaknesses There is a threat of overdevelopment on the site and this is likely to affect the overall experience of tourists visiting the site. Increased visitor numbers during summer results in overcrowding and this has a negative impact on the overall visitor experience to the site. Opportunities The management needs to consider water sports competitions on the lake to generate more revenue from the site. Increased usage of canals in the region will be beneficial to the environment because visitors will be able to access the site easily without relying on motorised transport. Threats Other similar sites in southern England such as the Horkesley Park and the Olympic Park may cause a reduction in the number of visitors coming from London to Staffordshire. Reduction in incomes may reduce visitor numbers because some tourists may not afford to visit the region to take part in different tourism activities. Pestle Analysis Political: The regional government in Staffordshire has put in mobilised different stakeholders to participate effectively in the promotion of tourist activities in the region. Economic: Destination management partnerships established have been beneficial to the growth of visitor numbers to Trentham Gardens and other surrounding parts. Social: The region is famous for potteries and as such, different museums that document the historical growth of the industry and other relevant cultural artefacts associated with the city have been well preserved. Technological: The management uses the internet for marketing to potential visitors who are interested in visiting the site. Bookings, payments and orders for different services can also be made online. Legal: The Stafford Borough Local Plan of 2001 has acted as a policy guidance document for tourism activities within the region. Environmental: Motorised transport is kept to a minimum within the location to avoid interfering with the patterns of settlements of animals found on the site Read More