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Развитие мест посещений (дестинации) на примере озера Myvatn

Информация - Туризм

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tors are not well educated in tourism

  • Changing weather in winter
  • There is little cooperation between the local actors.
  • The marketing is left to the travel agencies, lack of promotion from the local actors.
  • There is no environmental policy in the region.
  • The activities depend on snow too much

    • The opportunities:

    1. People today prefer activity tourism
    2. Icelandair is lowing prices for transportation from abroad
    3. Co-operation with the bus companies in the neighbouring Akureyri
    4. Holidays for Icelanders who are getting tired of the resorts near Reykjavik
    5. Using Icelandic history as a resource for new activities/games
    6. Japan is a potential new market. Marimo are valued a lot in Japan, but today there are few places in that country, where one can see them, and those places are strictly protected.

    The threats:

    1. The policy of the Icelandair (cheap packages for foreigners including the flight and staying at a hotel in Reykjavik)
    2. Approaching the carrying capacity of the area, what will lead to extra protection in the region
    3. Changing weather and global warming. Last winter was almost without snow in the area. The winter activities were not possible.
    4. Competition with the destinations in the south Iceland

     

    This is the situation for today. How the region will develop in the future is an open question.

     

     

     

     

     

     

     

     

    4. Conclusion.

     

    I have shown the development of the destination Myvatn over the time. The destination has come through definite changes, from a place known only to specialists to a popular tourist destination, especially in winter season. Still, tourism in the region has some problems. The competition is growing and the transportation to Myvatn is complicated. I think that the next step is to define market segments and offer them different product ranges. It will be another strategy according to the Ansoffs model: market penetration. It is also possible to promote the product to new markets (market development), like business people or schoolchildren. Development of new products is an alternative as well. I suppose such activities as ice-hockey or curling in the open air would be popular. But how the destination will be developing depends on the tourism actors.