| Five Principles Needed to Successfully Attract the Tourist Market |
Five Principles Needed to Successfully Attract the Tourist Market.
By: Bill Ellis
For a community to effectively capture its share of visitor spending, it must balance its natural, historic
and cultural resources with the right combination of manufactured attractions including the retail
businesses. Five general principles can be a starting point to help retailers recognize what is needed to successfully tap into the tourist market.
1. Build on the attributes of the surrounding area. Tourism destinations depend on the special
attributes of their locations. These attributes might include unique natural attractions such as spectacular scenery and outdoor activities. They can also include unique historic and cultural characteristics of the community. The retail center should build on these special elements to achieve a unified and authentic theme that complements the surrounding area. Many business districts, including smaller ones, often have their own attributes that can serve to draw tourists by offering a unique and authentic theme. Downtowns offer more locally created shops, restaurants, entertainment, museums, and other attractions, that provide an alternative to chain restaurants, multiplex cinemas, and the strip commercial development of American suburbs.
2. Have year round and diverse appeal. Successful tourism related retailers appeal to more than one market segment. They look at the various types of visitors by season to identify opportunities to increase year-round sales. For example, a shop that sells and services bicycles in the summer may be able to sell ski equipment in the winter. Successful retailers also try to appeal to a diverse mix of customers including overnight visitors, day-trippers, conference attendees, local residents and employees. Ongoing special events and activities often strengthen this appeal.
3. Cluster and coordinate retail activity. While often lacking traditional anchor tenants, the appeal
of tourism-based retail is increased when a wide variety of shops are clustered around each other and
near local services. Local services can include visitor information, post office, library, medical center,
banks, realtors, conference, and lodging facilities. These services provide spin-off for local retailers.
4. Offer the appropriate retail mix and products. Today’s most successful tourist destinations provide a variety of retail and services beyond souvenirs and fast food. Many successful retailers sell products related to health, wellness and feeling good. Such products include small indulgences such as specialty coffees, ice cream, cookies and chocolate, toys as well as outdoor accessories such as sunglasses, sweaters, and footwear. Locally produced products are also appealing to tourists as well as products with commemorative or iconic appeal. While shopping for unusual items is recognized as part of the recreational experience, convenience products must also be available. Retailers should adjust their merchandise seasonally and carry products that also appeal to the local resident market. A variety of types eating places that create a social ambience should be a part in the retail mix.
5. Strengthen the appearance and amenities of the business district. Appearance of the retail district can strengthen the area’s identity and sales. Public spaces should feature landscaping and amenities such as fountains or pleasant seating in a distinctive context. The public environment must also be clean and attractive. Flowers, shrubs, and trees are helpful and must be well maintained. Buildings must be clean, with awnings and signs well designed for the community and properly maintained. Activities must be within a comfortable and attractive walking distance of each other, with an abundance of visitor information visible from the sidewalk. A pedestrian character should be created through the use of kiosks, outdoor entertainment, and inviting storefronts, window displays, entrances, awnings, umbrellas, and signage. If transportation is needed, it must be frequent and comfortable. Parking must be convenient and easy to identify.
After reading these five principles, don’t assume that your community has adopted all of these principles. Don’t assume that the list is complete. Review the list to see how your community environment measures up. Review the list to see what can be added to insure you get your share of the tourist market.
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