World's Best Golf Clubhouses

Our research center in South Carolina signed a memorandum of understanding recently with Universidade Europeia in Portugal, with the intention of collaborating on various industry-related projects. One thing the two regions have in common is the critical importance of golf to the tourism industry, so I was particularly pleased to see both are represented in Golf Inc. Magazine’s ‘Clubhouse of the Year’ for 2014-2015. Congratulations to Plantation Golf Club at Sea Pines Resort Hilton Head for taking top spot, but I was fortunate enough to be in the vicinity of Portugal’s third-place winner Espiche Golf Club this week, so I thought I would drop in and chat to owner Peter Thornton and General Manager Luis Rocha to find out what it takes to be on this prestigious list of winners. Espiche Golf is located in an Ecological Reserve just outside Lagos in the Western Algarve and includes an 18-hole course that opened in 2012 and a stunning new clubhouse. Occupying the highest point of the Espiche property, surrounded on all sides by the golf course, the clubhouse is built into the hillside on the site of an old farmhouse, and is beautifully and sensitively integrated into the existing landscape. Stone from the original building has been used in the lower walls of the outer structure to maintain the sense of history, and solar panels, hidden within the roof design, ensure a state of the art approach to sustainability. Architect Nadine Berger’s unique and striking design provides 360 degree views from terraces and lounges on two levels, an informal restaurant and bar area, separate lounge, a relaxing inner patio garden, changing rooms, a golf shop and reception area. I will be writing more about Espiche for my new tourism marketing book, but you will see from the photos, this is a unique and special attraction! More at http://www.espiche-golf.com

Appealing to Tourists via Branded Entertainment

A new article by Simon Hudson takes a closer look at the use of branded entertainment by destinations, using the ‘Brand USA’ campaign as a case study. The article, published online first with the Journal of Travel & Tourism Marketing (see link below), was co-authored with Vincent Tung, an assistant professor at Hong Kong Poly. Brand USA, the destination marketing organization for the United States, used three media platforms to promote the country, partnering with television, film, and digital content producers to present engaging stories that would attract international tourists. In one of the initiatives they launched a website in London accepting confidential television ideas from producers. Following an external committee selection, entries were shortlisted to three, and the first program to be produced was Extreme Frontiers: USA, which was broadcast in the UK on Channel Five late in 2013. Produced by director Russ Malkin, owner of Big Earth, the four-part series followed well-known thrill-seeker and adventurer Charley Boorman, whose expedition began in Hawaii before he and Malkin travelled over 8,000 miles across 22 states. Brand USA developed a dedicated web page on their consumer website (discoveramerica.com) for the show featuring video excerpts from the series, photographs, and links to Facebook, Twitter and Pinterest. On the website were also links to travel information (including an interesting 'Tune Your Trip’ site where visitors could customize a trip to the US) and a link to the show’s own website. The program was sold globally and appeared in over 90 territories, but as a result of the program being broadcast in the UK alone, EagleRider created an, ‘Extreme Frontiers Guided Tour’, of which they have already sold 60 packages. EagleRider was an official sponsor of the show, giving away an all-inclusive guided motorcycle tour via a sweepstakes competition to kick-off their partnership with Brand USA and Extreme Frontiers. For the full article, go to: http://www.tandfonline.com/doi/full/10.1080/10548408.2015.1008671

Look for Winter Sport Tourism in September 2015

Simon Hudson has just submitted his latest manuscript to his publisher in London. The book, called Winter Sport Tourism: Working in Winter Wonderlands, will be published by Goodfellow in September. The new text will be of great interest to students, researchers, and practitioners – particularly those working in the ski industry. There are 12 chapters in the book, with each chapter following the theme of ‘working in winter wonderlands’ – telling the story of the industry through the eyes of those that shape it. Chapter 1 begins by plotting the evolution of winter sport tourism, Chapter 2 focuses on the winter sport tourism product and Chapter 3 is dedicated to understanding the consumer. Chapter 4 explores design and planning for winter sports resorts while Chapter 5 looks at management and operations, both on- and off-mountain, and is followed by Chapter 6 that is dedicated to marketing. Chapter 7 emphasizes the importance of public relations and media in the industry, and Chapter 8 focuses on the impact of technology on communications, operations, and clothing and equipment. Chapter 9 is dedicated to events in the winter sports industry looking at growth and different types, and the planning, marketing and leveraging of events. Chapter 10 is an important one, focusing on the economic, social and environmental impacts of winter sport tourism, and this is followed by Chapter 11 that discusses customer service and how destinations can develop a service culture. Finally, Chapter 12 looks towards the future for the ski industry, focusing on the key consumer trends influencing winter sport tourism. More information about the upcoming book can be found at: http://www.goodfellowpublishers.com/academic-publishing.php?promoCode=&partnerID=&content=story&storyID=349

What is your favorite cinematic destination?

Simon Hudson was recently asked by USA Today to choose 20 destinations where TV shows and movies play a major role in the tourist scene. Along with fellow expert Stefan Roesch from Germany, Hudson devised a list of locations that have benefited from the growing phenomenon of film tourism. Readers of USA Today now have until 8 June to vote on their favorite. The list includes Dubrovnik, Croatia (Game of Thrones), Albuquerque (Breaking Bad), Scotland (Braveheart) Berkshire, England (Downton Abbey), New Zealand (Lord of the Rings), and Petra Jordan (Indiana Jones). The current leaderboard has New Zealand in first place, followed by Petra and then Scotland. More information on the competition and the 20 destinations can be found at: http://www.10best.com/awards/travel/best-cinematic-destination/

Dr. Hudson Kicks Off T-Forum

Simon Hudson was a keynote speaker earlier this month at the inaugural t-FORUM Global Conference called Tourism Intelligence in Action. The conference was held in the beautiful old town of Naples, Italy from May 4th-7th,2015

The forum was co-organized and supported by the Institute for Research on Innovation and Services for Development of the National Research Council (IRISS - CNR). Dr. Hudson was asked to speak about the SmartState program, and his efforts in South Carolina to conduct applied and commercially relevant research in order to improve the competitiveness of the state as a tourism destination. Over 200 delegates from academia and industry attended the conference.

Don't Miss this Event!

This forum is bound to interest and enlighten academics, industry leaders and entrepreneurs alike. Confirmed speakers include a former Shark Tank contestant, a former Survivor contestant, highly impressive USC alumni that have transformed their education into booming hospitality businesses, international economic development and technology experts and companies that have realized the value of incubation, all presented in an interactive and fun environment. Register today at http://copalm-webdev.ds.sc.edu/saeu/reg/tie/index.php

Dr. Cardenas Making a Big Splash in Quito, Ecuador

Dr. David Cardenas was invited to deliver a feature presentation at the 2015 Ecotourism and Sustainability Conference in Quito, Ecuador held from April 27th-30th, 2015. The conference was sponsored by the International Ecotourism Society (Ties) who leads the efforts to make tourism a viable tool for conservation, protection of bio-cultural diversity, and sustainable community development. This conference aims to promote ecotourism and sustainable tourism globally. Dr. Cardenas was among a distinguished group of academics and industry experts who were asked to present. Dr. Cardenas presented a riveting talk titled, "A stakeholder Approach to Sustainable Place Branding: It Comes from the Heart." His presentation demonstrated his true passion for sustainable tourism development and he used his experience from his work with the Center team on the branding of Bluffton, South Carolina project to demonstrate the adoption of sustainable tourism practice in destination the branding development process.