Реферат: Развитие мест посещений (дестинации) на примере озера Myvatn

- The tourism is a supplementary industry in the region. The most important industry for the region’s economy is still the silica fabric, producing silica algae.

I have also noticed some signs of the development stage, which means that the next stage is not far off. Although the main emphasis is the natural attractions of the lake Myvatn, the activity attractions are commercial. Myvatn is just used as arena for different sport activities and games. The environmental stress is still low; the tourism actors do not have any environmental policy. But the concern for the environment is increasing. The introduced activities can damage the nature on Myvatn, e.g. jeep driving, snow mobiles, go kart. In a short period of time the tourism actors on Myvatn will have to take into account the carrying capacity of the region.

To show the situation today I have made the SWOT analysis.

The strength of the destination:

• Myvatn is a unique area because of its nature and geology.
• There is a variety of tourism products in the area for different groups of people.
• The area is safe, quiet and relaxing
• The weather in summer is very mild
• The local people have knowledge of the area
• Myvatn is a new place for most people
• The service quality is good

The weakness of the destination:

• Accessibility: Myvatn is a far away place for foreigners. Lack of efficient transportation to the lake.
• Iceland is an expensive country
• The activities on Myvatn are not for everyone, because of the weather. This is more tough- guys- holidays than family holidays.
• The local actors 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:

• People today prefer activity tourism
• Icelandair is lowing prices for transportation from abroad
• Co-operation with the bus companies in the neighbouring Akureyri
• Holidays for Icelanders who are getting tired of the resorts near Reykjavik
• Using Icelandic history as a resource for new activities/games
• 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:

• The policy of the Icelandair (cheap packages for foreigners including the flight and staying at a hotel in Reykjavik)
• Approaching the carrying capacity of the area, what will lead to extra protection in the region
• Changing weather and global warming. Last winter was almost without snow in the area. The winter activities were not possible.
• 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 Ansoff’s 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.

[1] The restaurant was almost ready built last winter but all the snow melted off in the region due to the mild weather in February-March.