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The Use of Networking in Developing and Marketing the Irish Ecclesiastical Product

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The Use of Networking in Developing and Marketing the Irish Ecclesiastical Product Technological University Dublin ARROW@TU Dublin Other resources School of Hospitality Management and Tourism 2008 The Use of Networking in Developing and Marketing the Irish Ecclesiastical Product Kevin Griffin Technological University Dublin, [email protected] Catherine Gorman Technological University Dublin, [email protected] Jane Stacey Technological University Dublin, [email protected] See next page for additional authors Follow this and additional works at: https://arrow.tudublin.ie/tfschhmtcon Part of the Tourism Commons Recommended Citation Griffin, K., Gorman, C., O’Halloran. E., and Stacey, J. (2008) The Use of Networking in Developing and Marketing the Irish Ecclesiastical Product. Failte Ireland & Technological University Dublin, Dublin. This Working Paper is brought to you for free and open access by the School of Hospitality Management and Tourism at ARROW@TU Dublin. It has been accepted for inclusion in Other resources by an authorized administrator of ARROW@TU Dublin. For more information, please contact [email protected], [email protected]. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License Funder: Failte Ireland Authors Kevin Griffin, Catherine Gorman, Jane Stacey, and Elaine O'Halloran This working paper is available at ARROW@TU Dublin: https://arrow.tudublin.ie/tfschhmtcon/30 The Use of Networking in Developing and Marketing the Irish Ecclesiastical Product Document B: Full Report and Supporting Documents Prepared for: Fáilte Ireland by: Kevin Griffin, Catherine Gorman, Elaine O’Halloran & Jane Stacey & the Tourism Research Centre Dublin institute of Technology Cathal Brugha Street Dublin 1 January 2008 Table of Contents Table of Contents ............................................................................................................ 1 List of Figures .................................................................................................................. 3 List of Tables.................................................................................................................... 3 Overview ........................................................................................................................... 4 1. Introduction .............................................................................................................. 6 1.1 Project Background ............................................................................................ 6 1.2 Project Objectives ............................................................................................... 6 1.3 Irelands Ecclesiastical Fabric .............................................................................. 6 1.4 Networks and Marketing ..................................................................................... 7 1.5 Outputs ............................................................................................................... 7 2. Research Process .................................................................................................... 9 2.1 Stage 1: Exploration of Existing Ecclesiastical Fabric in Ireland and Overseas ..10 2.2 Stage 2: Feasibility and Scoping of Ecclesiastical Cluster Development ............12 3. The Marketing Proposition .................................................................................... 14 3.1 Typologies of visitor ...........................................................................................14 3.2 Factors contributing to the decision to segment the market ...............................17 3.4 Market 2: Interested / Scholarly Market ..............................................................19 4. Ecclesiastical Sites ................................................................................................ 22 4.1 Early Ecclesiastical Sites ...................................................................................22 4.2. Continental Influenced Sites ..............................................................................23 4.4. Modern Sites .....................................................................................................24 5. Ecclesiastical Clusters in Ireland .......................................................................... 25 5.1 Identification of Ecclesiastical Sites in Ireland ....................................................25 5.2 Selection Criteria ...............................................................................................25 5.3 Identification of potential clusters .......................................................................27 5.4 Refining of clusters ............................................................................................29 5.5 Ecclesiastical fabric and tourism hubs in each cluster ........................................31 5.6 Tourism fabric in each area ...............................................................................32 6. Marketing ................................................................................................................ 33 6.1. Overview of Marketing Approach .......................................................................33 6.2 Market 1: Accidental / General Visitors ..............................................................34 6.3 Market 2: Interested / Scholarly Market ..............................................................35 6.4 Market 3: Fervent Market ...................................................................................36 7. Networking - Working together to gain competitive advantage.......................... 38 7.1 The characteristics of networks..........................................................................38 7.2 Constructs of Effective Networking ....................................................................41 7.3 Case Study ........................................................................................................42 8 Using Networks to Develop and Market Irish Ecclesiastical Tourism ..................... 46 9 Conclusion .................................................................................................................. 48 10 References and Bibliography ................................................................................... 49 Appendix A: Site Visits and Consultations .................................................................. 53 Appendix B: Incoming Tour Operators ........................................................................ 55 Appendix C: Information Technology .......................................................................... 57 Appendix D : Geographic Clusters ............................................................................... 63 Appendix E: National Clusters ...................................................................................... 87 Appendix F: Detail of Ecclesiastical Fabric ................................................................. 92 Appendix G: Sample Audits ........................................................................................ 104 Fáilte Ireland Monastic Trail Research Gorman, Griffin & Stacey List of Figures Figure 2.1. Overview of Research Process ....................................................................... 9 Figure 3.1: The Ecclesiastical Visitor Continuum .............................................................17 Figure 5.1: Main Historical Ecclesiastical Sites in Ireland .................................................26 Figure 5.2: Potential Clusters – Initial Identification ..........................................................28 Figure 5.3: Map of Refined Clusters .................................................................................30 Figure 7.1. Characteristics of Networks............................................................................39 Figure C1: Satellite image and overall Monastic Cluster ..................................................59 Figure C2: Sample Data on Kilfenora Cathedral ..............................................................60 Figure C3: Sample Data on Corcomroe Abbey ................................................................60 Figure C4: Dublin iWalks Podcast ....................................................................................61 Figure C5: GPS mapping of Dublin ..................................................................................62 Figure C6: Handheld computer guide to Ireland ...............................................................62 Figure D10: Boyne Valley Cluster ....................................................................................65 Figure D1b Illustration of Tourism Fabric in Boyne Valley Area ........................................66 Figure D6: Croagh Patrick Cluster ...................................................................................73 Figure D3: Home of Brendan the Navigator Cluster .........................................................74 Figure D4: Lismore, Ardmore and Cloyne Cluster ............................................................75 Figure D5: The Burren Cluster .........................................................................................76 Figure D2: Monastic Southwest Cluster ...........................................................................77 Figure D7: Glendalough Cluster .......................................................................................78 Figure D8: Slieve Bloom Cluster ......................................................................................79
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