Closest of all are the pretty villages of Broadwell, Donnington, Longborough, Upper and Lower Swell, and Upper and Lower Oddington.
(STOW IN THE WOLD 2005)
INTERNAL ENVIRONMENT
Main Local Attractions
Attractions can be divided into four categories natural, man-made not purpose built, man-made purpose built and events.
Stow’s main attraction is the man-made but not purpose built town centre and its impressive Market Square and the Parish Church, St Edwards, which was built over four centuries ago.
There are natural attractions situated locally, which include the natural beauty of nearby countryside which attracts visitors to participate in outdoor pursuits like walking and cycling.
Other man-made attractions which where not originally designed to attract the visitor are listed below.
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Chastleton House is located two miles from Stow and is one of only a few Jacobean Houses in Britain’s, and today offers a unique timeless atmosphere which can enjoyed by tourists.
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Chedworth Roman Villa the remains of one of the largest Roman villas in the country is five miles away and offers tourists mosaics, under-floor heating, bathhouses and latrines.
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Also within easy reach of Stow other well known historical houses including Sudley Castle & Gardens in Winchcombe, Blenheim Palace Woodstock, Hidcote Manor Garden Chipping Campden.
There are many man-made attractions, which have been purposely built to attract visitors and are within easy reach of Stow, these include:
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Park House Toy Collection Museum, which is situated in Stow’s town centre and has one of the best collections of Toys in the country.(PARK HOUSE TOY MUSEUM 2005)
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Cotswold Wildlife Park in Burford, which exhibits over 200 different species in 200 acres of parkland and is now England’s 8th most popular Wildlife attraction during 2004. (VISITOR ATTRACTION TRENDS ENGLAND 2004)
Cotswolds Farm Park at Guiting Power offers the whole family a rare farm treat and includes a Children Adventure Playground, Farm Safari Rides, Roller Racers and many farm animals including Sheep, Cattle Pigs, Goats and Horses.
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In the nearby Cotswolds village of Bourton On The Water tourists can find three purpose built man-made attractions. The Miniature Village, which is a delightful Gulliver’s experience, and the Model Railway Exhibition, which offers an indoor exhibition of half a dozen working model railways, both appeal to children.
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Cotswolds Motoring Museum is also located in the village and houses an intriguing collection of cars from vintage cars through to Caravans, Motorcycles and Scooters. Plus there is a facinating collection of toy cars, motoring memorabilia and the original ‘Brum’ car seen in the popular TV series.
( COTSWOLDS MOTORING MUSEUM )
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Tourists can also take a nostalgic trip on the Gloucestershire Warwickshire Steam Railway at Toddington which is situated ten miles away from Stow, and is listed as the England’s 7th most popular steam/heritage railway during 2004 with visitors number doubling in just four years.
(ABOUT BRITAIN Visitor Attraction Trends for England 2004)
(COTSWOLDS INFORMATION WEBSITE 2005 )
Amenities
Restaurants/Food outlets
There are over fifteen different restaurants from Indian, Italian and upmarket French Bistro and fine dining restaurants, although their prices are quite high. There are however several take-a-ways including Fish and Chips, Indian and a Chinese, which offer a more reasonable option, and there is a choice of five Pubs, offering a variety of food, service and price.
Accommodation.
Stow has a wide choice of accommodation of all different types, which are all within a mile of Stow.
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Hotels = 12 offering moderately high price option of accommodation.
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Bed and Breakfasts = 4 offering a more reasonable price of accommodation.
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Self Catering Cottages = Houses, Cottages, Flats and Farmhouses all varying in prices
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YHA for a reasonable option for student accommodation.
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Campsites and Caravan parks = 2 which are ideal accommodation for those on a tight budget.
Shops
- There is a wide selection of quality shops including up market Antique shops, more reasonable Gift shops and a couple of Designer Fashion Boutiques.
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Located in the town is the headquarters of Scots of Stow who have four separate retail outlets within the town selling household goods, gardening accessories, bed and bathroom linen and a choice of gimmick gifts. (SCOTS OF STOW WEBSITE 2005)
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In the centre of Stow there is a small Co-Op general food store which stocks all the essential foods and wines, however just on the outskirts of Stow, Tesco have a Supermarket which is well stocked and offers ample parking.
Events
There are no events occurring regularly in the Stow yearly calendar apart from the twice yearly Horse Fair
Accessibility
Stow-on-the-Wold lies between Bristol (50 miles), Birmingham (45 miles) and Oxford (30 miles).
Airports
Inbound tourists fly into the UK and will usually visit Stow as part of a British tour (Milk Run)
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London Heathrow (68 miles)
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Birmingham international (50 miles)
Railway Station
For those wanting to travel from London the main-line railway from London Paddington has links to the following Railway Stations
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Kingham (4 miles)
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Moreton-in-Marsh (4 miles).
Road Access
Most people tend to travel to Stow by car and the town is very accessible for all domestic visitors or even inbound tourists wishing to hire a car.
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Six-road junction, which lies to the west of Stow makes the town an accessible destination as visitors from North, South, West and East can enter the Town from any of these roads.
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M40 (27 miles)
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M5 (19 miles)
It should be noted that for day visitors, common with many other market town centres there is a lack of parking in the centre of the town.
SWOT Analysis
EXTERNAL ENVIRONMENT
Environmental changes effecting Stow -PEST analysis
Political = Stows Horse Fair
The ancient travellers horse fair is one of the biggest gypsy gatherings in the country and has been taking place twice a year since 1476. It attracts hundreds of visitors who are mainly Gypsies from all over England and come to trade horses and meet old friends.
Although this could be seen as an excellent promotional tool it has however had the opposite effect in more recent years. Anti social behaviour, theft and violence has been an increasing part of the horse fair as hundreds of Gypsies camp on fields and grass verges in the town centre. Tension between the travellers and traders has been growing and many local businesses and traders have resorted to closing their business during the four-day horses fair, as they fear an increase in unruly behaviour.
This has not encouraged the tourist trade during the twice-yearly fair, as many of the accommodation providers don’t take bookings during this period.
Despite the efforts of the local Council to put pressure on the Police to impose high court injunctions on the travellers who camp in Stow illegally, the police have told the councillors they are powerless to block any legal move to arrest travellers breaching the court order. (WESTERN DAILY PRESS 2005) This situation has created a tension in the town which politicians of all persuasions have failed to resolve.
Economical = Oil price rise and exchange rates
Continuing rise in oil prices, coupled by effects of hurricane Katrina, have added further costs to travel outlay and has led to a greater strain on inbound tourism to the UK. Also the effects of the US dollar which continues to fall with some analysts predicting a further collapse, which will not improve the much needed growth in UK visitor numbers which still hasn’t recovered after the dramatic fall of foot and mouth crisis in 2000. (UK INBOUND 2005)
Sociological = Increase in the Grey market
The importance of the grey market is now being considered as a major growth opportunity and is finally being recognized by the travel industry. In Britain this sector accounts for a third of the population and they hold 80 percent of the British wealth and receive £6 billion in inheritance per year. (HOLLOWAY, 2002)
Short weekend breaks
The other significant change in Holiday bookings, is the increase in 2/3 night holidays (short breaks) and statistic show that between 1996 and 2000, the number of domestic short breaks increased by 17%, while the amount of money UK residents spent on domestic short breaks increased by 37%. Clearly this has an important impact on the Holiday industry. MINTAL (2004)
Below are some figures (fig 2.1 & 2.2) which demonstrates the drop in 4+ night holidays and the increase in 3 night stay holidays
Fig 2.2
From the two charts above it shows that 4+ nights holidays have decreased considerably in the last 8 years. 3 night breaks, although have fallen slightly since 2003, overall they have increased by 4 million since 1995. (STAR UK 2005) Therefore there is a trend from 4 + nights to 3 night stays.
Technological = Internet use
Over the last few years the Internet has become the fourth most popular source for holiday ideas and 27% of all holidaymakers now use it as a tool for collecting ideas of where to go and what to see. (MINTAL 2004)
- 71% of people now use the Internet in the UK
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Booking Holidays via the Internet is now the 3rd most popular use, after keeping in touch with family/friends and banking
- 65% of trips within England will involve some Internet planning
(VISIT BRITAIN RESEARCH TEAM 2005)
The other consideration is the growth in the grey market (over 50’s age group) who are now using the Internet (Silver Surfers) and recent research by Air Miles has predicted a massive growth in this sector. This study revealed that 40% of adults in the UK purchased online in the past six months and showed the numbers using the Internet has doubled in the last three years. It has also revealed that two thirds of those approaching retirement are now using the Internet. (FUTURE FOUNDATION 2004)
Destination lifecycle
Despite its attractions and amenities Stow has however in most recent years seen a decline in visitors and it appears that after consulting the latest figures (fig 2.3) on tourists visiting Stow over the last 6 years it can be concluded that Stow is now in the decline period of the destination lifecycle in the Butlers (1980) TALC model.
Fig 2.3
In 1999/00 Stow had its highest number of visitors (154,885) and in the following years visitor numbers dropped by 11% (137,823). In the following two years 2001/2/3 visitor numbers remained static but in 2003/4 numbers dropped again by 18 % (112,220). A small growth of 6.5% was achieved in 2004/5 but in this current year, 2005/6 it has fallen again by 4.7% (see fig 2.4 & 2.5)
Fig 2.5
(STOW INFORMATION CENTRE 2005)
These figures show the general trend in the UK tourism market although it can be concluded that the drop in 2000/01 was due to the Foot and Mouth outbreak, which effected many rural destinations in the UK.
During 2001-2003 the figures remain static but again there was a drop in 2003.This does however fall in line with the world tourism figures which reported its biggest annual fall in visitor numbers and was put down to the combination of the Iraqi war, the SARS outbreak and the poor economic conditions.
(BROWN 2004 The Scotsman)
Typology of tourists
Stow has an image of unspoilt rural England and because it is located in the Cotswolds it makes it an attractive destination to the visitor.
Because of the nearby natural environment and the town’s hereditary atmosphere, it appeals to the older market who are in search of relaxation and a taste of rural life and culture and who generally like to make their own arrangements of where to go and stay. (Empty Nest 1 & 2 and solitary survivor in and out of labour) These types of tourists needs are to experience the natural beauty and local heritage
Although it can also be viewed that the ‘full nest 3’with dependant children’ are also attracted to Stow, due to the attractions on offer and the choice of cheaper accommodation. However this sector may see prices in the shops and restaurants as being high and will prevent them from visiting the destination. (RICHARDS & FLUKER 2004) Because of this perception of high prices Stow does attract the Social-Economic Groupings of A, B and C1 category of income and occupation sector.
Consideration of PLOG (1972) typology model which shows the different types of visitors:
Allocentric, who are adventurers, individual explorers and who require a destination which is small in volume and unknown and has plenty of local residents
Mid –centric are individual travellers who want to visit particular areas, which offers facilities and has a growing reputation. The destination needs to offer increased commercialisation of visitor-host relationship.
Psychocentric who like organised package holidays to ‘popular’ destinations and require a destination which has large-scale businesses and facilities similar to visitors’ home area.
It would appear that Stow appeals to a Mid Centric traveller who expresses the need to be able to have the option of planning their own holiday and require the destination to offer a ‘way of life’ which they can experience and enjoy.
Supply/ Demand Fit
As Stow is now in the decline period of the TALC model BUTLERS (1980) it would be appropriate for Stow to try to build up tourist visits to the numbers it was achieving in 1999/2000 (154,885). It might also be possible for Stow to increase visitor numbers, however it must be considered whether Stow can supply the amenities and attractions if demand was to increase.
In the chart below it shows the amount of Bed nights booked (fig 2.6) in Stow and surrounding areas over the last five years.
Fig 2.6
(STOW INFORMATION CENTRE 2005)
Study of these figures demonstrates that the maximum number of beds which should be available in peak months is approximately 1,000.
Fig 2.7
Data for the distribution by sector of beds available in Stow and within a one-mile area have been obtained from the Tourist Information centre and the Gloucestershire tourist-rating booklet.
As the tourist board listings are only approximates, it must be considered that there are other non-tourist board rated establishments not included, so the above graph shows the likely extra beds available by sector (Fig 2.7). This shows a 3% increase in Hotels and a 20% increase in Bed and Breakfast as clearly most Hotels see tourist board ratings as an essential promotional tool. However Self Catering accommodation has been estimated at a 60% increase, as many are not tourist board rated due to the amount of independent self-catering companies which they can promote themselves through.
Conclusion
This report has recognized that Stow is in the decline cycle of the TALC model BUTLERS (1980) and that to achieve the rejuvenation part of the cycle Stow should consider different marketing options to regain its visitor numbers.
It also acknowledges Stow has a large employment force who already rely on tourism spending, so therefore it is important that Stow achieve the visitor numbers which where reached in 2000.
The report has established that Stow has good local natural appeal and excellent attractions and amenities and it may be considered appropriate to attract a new type of tourist which Stow is not already attracting. For example, the under 25’s could be a possible new sector, however it should be noted that Stow is not well equipped to adjust to a vibrant night life and this would have a damaging affect on the community, environment and existing market segment.
The impact on the host communities when two different cultures and backgrounds meet through tourism can have a devastating affect, which has already been seen during the twice yearly Horse Fair (RICHARDS & FLUCKER 2004). It is clear that encouraging the right type of visitor will be critical to Stow’s success and will help retain its rural atmosphere, therefore Stow should consider encouraging growth in the markets it already attracts. (See page19 of this report)
This report has also indicated major social changes like the increase in the older market and the increase in short breaks. Another significant technological trend is the increase of Internet surfers and Silver Surfers who are now using the Internet as a tool for sourcing Holiday ideas.
Recommendations
It is recommended that Stow should attract more inbound tourists as day visitors, which would resolve the problem of over saturation of bed allocation. This could be achieved by encouraging more Tour Coach Operators to include Stow in their tour itinerary. It is also recommended that Stow create new man-made attractions by opening up to the public some of its historical buildings within the town centre.
It is suggested that Stow create some new events, which could promote quieter times of the year, which will help accommodation providers spread their bookings. These events should be aimed at the appropriate market segment, discussed above. The following festivals and special interest fairs are suggested.
Due to the increase in demand for 3 night stays (weekend breaks) Stow should consider promoting short break Holidays. The town could achieve this by encouraging self-catering establishments to accept short breaks and persuade local hotels to offer incentive weekends. Stow could also persuade accommodation providers to link up with local shops and offer special deals and tokens for tourists who book short breaks.
Due to the growing Internet trend Stow should enhance its presence on the Internet by creating a new and dynamic town website as this will be essential to Stows future success and help achieve more growth. Once a website has been designed and developed it is vital that to gain a high listing position on the internet, Stow should encourage accommodation providers to supply a link from their own websites to the Towns website and vice versa.
References
ANON (2005) Welcome to The Cotswolds Cirencester: Cotswolds District Council.
ANON (21 September 2005) We are powerless to help curb gypsy gatherings, say police. Bristol United Press, Western Daily Press. News section Pg 19
BUTLER, R, W 1980, The concept of a tourist area cycle of evolution: implications for the management resources. Canada: Canadian Geographer.
BLUE LAGOON PROPERTIES (2005)
BROWN (2004) The Scotsman [accessed 24 October 2005]
COTSWOLDS INFORMATION (2005) Assessed 21/10/05
COTSWOLDS MOTORING MUSEUM (2005) [assessed 21 October 2005]
DAY,J, ed. (2005) The Cotswold Visitor seasonal Magazine. Benson: Red Kite Media
FUTURE FOUNDATION (2004) (accessed 31 October 2005)
HOLLOWAY. J 2002, The Business of Tourism Harlow:6th ed. Harlow: Pearson Education Ltd
MINTAL INTERNATIONAL GROUP LTD (2004) Short Breaks Market Size and Trends
PARK HOUSE TOY MUSEUM (2005) (assessed 21 October 2005)
PLOG, S. Leisure Travel: Making it a Growth Market Again. Wiley. 1991
RICHARDS, J, I & FLUCKER, M. (2004) Understanding and Managing Tourism. Australia: Pearsons Education. pg 48.
SCOTS OF STOW (2005) [accessed 26 October 2005]
STOW ON THE WOLD TOURIST INFORMATION CENTRE (2005) Visitor Stats 1999-2005 (October 2005)
STOW ON THE WOLD (2005). accessed 20/10/05
STAR UK Website (accessed 25 October 2005 )
UK INBOUND (2005) Business Barometer July 2005 (Accessed 29th October 2005)
VISITOR ATTRACTION TRENDS ENGLAND 2004 About Britain page 50 [ accesses 26 October 2005]
VISIT BRITAIN RESEARCH TEAM (2005) [August 2005]
