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ICTs and EMERGING TOURISM
Innovative ICT Application in the Development of Emerging Tourist Areas
www.ticsyturismo.com
Project Management and Coordination:
Eladi Torres Gonzàlez Maresme Regional Council Manager Contact e-mail: eladi@ccmaresme.es
Benet Maimí Pou Tourism Expert and Professor of EUM (Maresme University College) Contact e-mail: benet.maimi@parlament.cat
Alex Vergés Pera New Technologies (ICTs) Expert and Nexo-Tech Manager Contact e-mail: averges@nexo-tech.com
ICTs and EMERGING TOURISM
Innovative ICT Application in the Development of Emerging Tourist Areas
www.ticsyturismo.com
1. Analytical Stage
2. Strategic Stage
3. Operational Stage
4. Information and Control System (conclusions)
Stages of the Project:
ICTs and EMERGING TOURISM- 1. Analytical Stage -
External Analysis:
- Opportunities- Threats
Internal Analysis:
- Strengths- Weaknesses
SWOT analysis
Relationship with the most significant nearby centre of origin
+
www.ticsyturismo.com
DIAGNOSIS
ICTs and EMERGING TOURISM- 1. Analytical Stage -
External Analysis: Aspects Analysed
1. Tourist market2. Competition3. The sector4. The environment (uncontrollable factor ):
· Political – Legal
· Economic·
Sociocultural·
Technological
www.ticsyturismo.com
Analyse the most significant nearby centre of origin:
SWOT (simple): What does it have? – What is missing? – How do they complement one another?
ICTs and EMERGING TOURISM- 1. Analytical Stage -
Internal AnalysisAim: to Identify STRENGTHS and WEAKNESSES
Identification and Evaluation of Resources
1. Analysis of natural resources: flora, landscape, fauna, climate, water...
2. Analysis of cultural resources: religion, monuments, festivals, tournaments/championships, business...
3. Analysis of activities: sports, leisure, other...4. Analysis of infrastructures: communications and
transport, accommodation services, restaurants, reception and other...
5. Human factor of destination: interaction with the tourism industry, attitudes, training,...
www.ticsyturismo.com
ICTs and EMERGING TOURISM- 2. Strategic Stage -
Definition of OBJECTIVES and STRATEGIES
Strategies to follow:
- ICT-ORIENTED
www.ticsyturismo.com
- COMPETITIVENESS
- GROWTH
- NEW PRODUCT
ICTs and EMERGING TOURISM- 3. Operational Stage -
Definition of ACTION PLANOperational and Tactical Phase
Action Plans:
www.ticsyturismo.com
- SHORT-TERM - MEDIUM-TERM - LONG-TERM
ICTs and EMERGING TOURISM- 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination)
www.ticsyturismo.com
• INFRASTRUCTURES: signposting, urban renewal, accesses, car parks, etc...
• TOURISM SERVICES/ATTRACTIONS: improving the range of accommodation, restaurants, natural environment, etc...
• ICT INFORMATION: implementation of IT systems
• TRAINING: public service, private service, public awareness, exhibitions, tourism and sustainable development...
• IMAGE: corporate image, slogan or base line, study of demand...
1. Competitiveness Programme
ICTs and EMERGING TOURISM- 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination)
www.ticsyturismo.com
• DEVELOPMENT OF THE TOURIST PRODUCT
• CREATION OF ALTERNATIVE OFFERS
• CREATION OF NEW TOURIST PRODUCTS (via focus groups or brainstorming)
2. Programme for the Creation of New Tourist Products
ICTs and EMERGING TOURISM- 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination)
www.ticsyturismo.com
3. Marketing Programme: (on-line info service / after-sales service)
• GLOBAL ACTIONS:Increase brand content
• CAPTURE NEW SEGMENTS:Market - product
ICTs and EMERGING TOURISM- 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination)
www.ticsyturismo.com
4. Communications Programme: (on-line info service / after-sales service)
• GLOBAL ACTIONS: application of new technologies
• ACTIONS BY SEGMENTS: prioritising use
ICTs and EMERGING TOURISM- 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination)
www.ticsyturismo.com
5. Management Programme
H.R. TEAMS: public and private sector, business owners/general population
POLITICAL LEADERSHIP
CONTRIBUTION AND COLLABORATION OF TOURISM OFFICIALS
BUSINESS OWNERS INVOLVED
COLLABORATION OF THE 13 PROJECT PARTNERS (EXCHANGE OF EXPERIENCES)
ICTs and EMERGING TOURISM
Session 1Analysis of the Existing Tourist
Destination
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
ANALYSIS OF TOURIST DESTINATION- Proximity Factor -
Effects of proximity to a major tourist centre:- Strengths and weaknesses of the environment
- Strengths and weaknesses of the nearest major tourist centre- What can we offer the nearest major tourist centre?
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
ANALYSIS OF TOURIST DESTINATION- Available Resources -
Evaluation of Available Resources:- Natural Resources
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Beaches Lakes Fauna
Flora Mountains
ANALYSIS OF TOURIST DESTINATION- Available Resources -
Evaluation of Available Resources:- Cultural Resources
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
ANALYSIS OF TOURIST DESTINATION- Available Resources -
Evaluation of Available Resources:- Historical Resources
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Cities
Temples
Monuments
Museums
Ruins
ANALYSIS OF TOURIST DESTINATION- Public and Private Infrastructures-
TRANSPORT AND COMMUNICATIONS(Qualitative and Quantitative Evaluation of Means of Access to
Destination)
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Roads Rail
Ports
Airports
Transport structure and fleets; taxi, bus, underground
ANALYSIS OF TOURIST DESTINATION- Public and Private Infrastructures -
RECEPTION SERVICES(Qualitative and Quantitative Evaluation of Means of Access to
Destination)
SIGN-POSTING
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
-Tourist Office-Interpretation Centre-Websites-Guides...
ANALYSIS OF TOURIST DESTINATION- Public and Private Infrastructures -
SUPPLY OF ACCOMMODATION(Types, Categories and Different Offers)
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Hotels Guest houses Campsites Apartments
ANALYSIS OF TOURIST DESTINATION- Public and Private Infrastructures -
RANGE OF RESTAURANTS and CUISINE(Define Categories, Evaluation and Relevant Characteristics)
RestaurantsBarsPubs
LoungesMusic bars
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
ANALYSIS OF TOURIST DESTINATION- Public and Private Infrastructures -
ADDITIONAL ATTRACTIONS(Define Type and Attractions)
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Green zones: parks, gardens, woodland...
Sports and sports facilities: golf, tennis, winter and summer sports...
Leisure and shows: theatres, cinemas, discos, dance halls, casinos, theme parks...
Shopping: streets, shops, malls or similar which may act as an incentive for visits
ANALYSIS OF TOURIST DESTINATION- Human Factor -
Relate human component with quality of service:- Availability of properly trained staff
- Provide high-quality training for service managers- Offer a service which suits the needs of the target tourist
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
ICTs and EMERGING TOURISM
Session 2Demand Analysis
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
DEMAND ANALYSIS- Positioning of Destination -
Objectives
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
• Awareness of destination• Description of current demand• Vision of destination at centre of origin• Positioning with regard to competition• Analysis of competition
ICTs and EMERGING TOURISM
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
TARGET PUBLIC
AIMS ACTIONS
RESIDENTS
TOURISTS
• To ascertain awareness and depth of knowledge of each area
• To find out about the competition
• To find out about their weekend habits
• To find out how they perceive the area compared to the competition
• Preliminary phase: 200 telephone interviews
• 400 telephone interviews with residentsof the area and/or metropolitan area
• To find out about the consumption habits of visitors to the area: motivations, length of stay, interests.
• To ascertain level of awareness of area
• To ascertain intention to visit the area and other competing destinations
• 400 personal interviews at the tourist spots in the area:
- nationals- foreigners
DEMAND ANALYSIS- Positioning of Destination -
Parallel Actions
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
• Qualitative evaluations of the tourist area • Qualitative evaluations of the tourist environment• FOCUS GROUP of experts to ascertain positioning of our destination.
DEMAND ANALYSIS- Competitive Position. Practical
Example -
Which variables are considered most relevant in choice of destination?
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Natural Environment
Cultural Environment
ICTs and EMERGING TOURISM
Session 3Image and Communications
Analysis
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
IMAGE AND COMMUNICATIONS ANALYSIS
- Tourism and Communications -
Brand and Image Positioning for Each Destination
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Aspects to consider for the positioning process:
- The message we wish to transmit to the potential tourist
- Graphic design adapted to our target market
- Adapted definition of brand image and definition of
applications
- Long-lasting, defined corporate image
- Outline a corporate strategy among all parties involved
- Surveys for verifying the perceived image of the destination
IMAGE AND COMMUNICATIONS ANALYSIS
- Tourism and Communications -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Surveys for Verifying the Destination’s Perceived Image: Process
- 200/400 surveys in the hot spots of each area- 200/400 telephone interviews with residents- Results analysis and segmentation- Conclusions- Decision-making process
IMAGE AND COMMUNICATIONS ANALYSIS
- Tourism and Communications -
Tourism Advertising Campaign
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
• Needs analysis (briefing)
• Definition of communication strategies
• Definition of existing resources: - Human - Media
• Use of advertising in areas of influence
IMAGE AND COMMUNICATIONS ANALYSIS
- Tourism and Communications -
Effective Media Relations
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
- Effective selection of media contacts:• By circulation/viewing figures• By influence• By content• By target public
- Cultivating relations with professionals from each media type- Establishing media-oriented actions:
• Informative trips• Press releases and statements • Press conferences• Talks and presentations
IMAGE AND COMMUNICATIONS ANALYSIS
- Tourism and Communications -
Analysis of Target Public
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
- Definition of potential customer:CharacteristicsPurchasing behaviour
- Needs analysis: Wishes with regard to leisure and tourism Attitudes towards the tourism services on offer
- Individual and group behaviour
- Aspects which may lead to consumer dissatisfaction
IMAGE AND COMMUNICATIONS ANALYSIS
- Tourism and Communications -
Public Relations(As a Promotional and Support Element)
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
• Organization and sponsorship of promotional events• Organization of forums, events, dinners, functions, celebrations• Creation of promotional and marketing actions• Facilitate communication between destinations and target public
ICTs and EMERGING TOURISM
Session 4Destination Management Analysis
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
DESTINATION MANAGEMENT ANALYSIS- Sustainable Development of Tourist
Destinations -
What does this involve?
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
• The informed participation of all relevant agents• Firm political leadership• Extensive collaboration and consensus among participating parties• Perseverance with the management and promotion process• Constant monitoring of impacts:
- Environmental- Sociocultural
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist
Destinations -
Guidelines and Objectives
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Pursue appropriate long-term balance between: • Environmental aspects• Economic aspects• Sociocultural aspects
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist
Destinations -
Environmental Aspects
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
• Maintenance of essential ecological processes• Preservation of natural resources• Biodiversity
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist
Destinations -
Sociocultural Aspects
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
• Preserve and consolidate cultural assets• Preserve and consolidate architectural assets• Preserve traditional values• Contribute to intercultural understanding and tolerance
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist
Destinations -
Socioeconomic Benefits
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
• Guarantee long-term economic activity• Create stable employment opportunities• Obtain short, medium and long-term revenue• Create social services for each area• Reduce poverty
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist
Destinations -
Destination Management
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Centre of Origin
Basic sphere of influence
Area with basic services
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist
Destinations -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Destination Resources
Attraction + Access and Services
Tourist Product
Tourist=
ICTs and EMERGING TOURISM
Session 5Standardised Diagnostic Template
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
STANDARDISED DIAGNOSTIC TEMPLATE
- Evaluation of Each Tourist Destination -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Aspects for Evaluation
Real tourism possibilities for each town.Type of IT infrastructures at each destination.Effective use of prescribed technological tools.
Basic knowledge among appointed tourism officials.Methodology applied for reaching set objectives.
STANDARDISED DIAGNOSTIC TEMPLATE
- Evaluation of Each Tourist Destination -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Objectives of the Template
On-line contact (via email) with tourism officials in each town.Monitoring use of information management tools by experts.
On-line information exchange. Use of basic questionnaire for subsequent decision-making.
Data collection system to facilitate decision-making.Expand knowledge of appointed tourism officials.
Project monitoring.
STANDARDISED DIAGNOSTIC TEMPLATE
- Evaluation of Each Tourist Destination -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Methodology
1. The user enters the ICTs and TOURISM Portal
2. Click on field “PRIVATE AREA”
3. Enter PASSWORD
STANDARDISED DIAGNOSTIC TEMPLATE
- Evaluation of Each Tourist Destination -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Methodology
1. Enter “PRIVATE AREA”
2. Click on “DIAGNOSTIC TEMPLATE”
3. Complete Standardised Template step by step
STANDARDISED DIAGNOSTIC TEMPLATE
- Evaluation of Each Tourist Destination -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Methodology
1. Each project partner must provide all of the requested information for subsequent analysis and decision-making
2. When completed, click on “SEND”
STANDARDISED DIAGNOSTIC TEMPLATE
- Evaluation of Each Tourist Destination -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Methodology
1. Information received by database, which provides a logical search system for stored information
2. Possible information search criteria to establish decision-making criteria:- By partner- By stage- By aim or target
reached
STANDARDISED DIAGNOSTIC TEMPLATE
- Evaluation of Each Tourist Destination -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Methodology
1. Once the information is received by the database, the system automatically resends it as follows:1. By email to experts2. Text file. In this way,
the result is made available to users connecting to the portal, allowing them to work on the content.
STANDARDISED DIAGNOSTIC TEMPLATE
- Evaluation of Each Tourist Destination -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Methodology
1. In the Portal‘s Private Area the user may consult all of the information provided by other partners or experts via the drop-down menu listing project partners.
D.D.B.B.
ICTs and EMERGING TOURISM
Session 6Establishing Aims
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
ESTABLISHING OBJECTIVES- Sustainable Development of Tourist
Destinations -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
General Aim
To promote the sustainable economic development of towns near major tourist centres in emerging tourist areas through the application of ICTs for the promotion of tourism.
Development Model:
Tourism and sustainable development mean: More quality of life Better quality of experience Better quality of resources Optimisation of areas near
major centres of interest More research and use of ICTs
ESTABLISHING OBJECTIVES- Sustainable Development of Tourist
Destinations -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Specific Aims
Tourism Diagnosis and SWOT analysis to detect possibilities with regard to tourism.
Strategies
Creation of working groups among tourism agents from each area to produce diagnoses and define aims and possible strategies
ESTABLISHING OBJECTIVES- Sustainable Development of Tourist
Destinations -
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Joint Diagnosis
Improve the destination‘s positioning with regard to its particular segment (inland tourism, etc.).
Develop a tourism culture and a competitive business sector.
Create and promote new products on the basis of the destination‘s own resources, i.e. a complementary and sustainable tourism infrastructure (natural, cultural and historical resources...)
Strategies:
Adapt and promote the tourist area.Segment, diversify and reduce seasonal nature of demand.
Hold focus groups among public and private tourism agents to create a management system which integrates both.Analysis of tourism operators.Improve the quality of tourism services.
Study new proposals for adapting the space.Focus groups / brainstorming
ICTs and EMERGING TOURISM
Session 7Practical Example of SWOT
Analysis
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
SWOT Analysis
WEAKNESSES• Relatively unknown and under-promoted brand• Lack of coordination among tourism agents (public-
private)• El Maresme only known as a “sun and sand”
destination• Tourists with low purchasing power• Other types of tourism underdeveloped: rural,
health, sports, commercial, etc.• Facilitieis not modernised• Lack of qualified personnel
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
THREATS• Strong competition from the surrounding area
(Barcelona and Costa Brava)• Appearance of low-cost airlines may deviate
tourist flows to other areas• Recession in France and Germany• Extremely competitive prices which do not
permit high profits, quality or refurbishment• Other emerging destinations which affect
demand (Turkey, Tunisia, Egypt, Serbia, Croatia, the Caribbean...)
SWOT Analysis
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
SWOT Analysis
STRENGTHS• Well-established “sun and sand” destination with 38 km
of beach and an accommodation capacity of almost 60,000 beds.
• Varied cuisine with restaurants of international renown• Diverse cultural attractions• High-quality spas• Natural resources prepared for use in tourist activities• Infrastructure for sports and nautical activities (5
marinas)• Broad range of leisure activities• Traditional local fairs and festivals in all towns and
villages• Opportunities to study tourism (2 universities and
vocational training)Analytical Stage – Strategic Stage – Operational Stage –
Conclusions
SWOT Analysis
OPPORTUNITIES• Proximity to Barcelona and Costa Brava• Excellent connections to Barcelona and Gerona
airports • Experience and stability• Reasonable prices• Undeveloped or underdeveloped new types of
tourism • Opportunity strengthen the search for tourism
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
SWOT Conclusions
SWOT strengths and opportunities
Production of a strategic plan for tourism
Future tourism plan for El Maresme
Given the scale of tourism in El Maresme, as can be deduced from the conclusions of the SWOT analysis, a strategic plan for tourism is essential to plan the future of tourism in the area: a
project which has never yet been undertaken.
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
CompetitivenessAIM:
Define strategies Growth
New products
Strategic Plan
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Competitive Strategies
• Consolidate current outbound markets (German, French, Swedish, Norwegian...) so they do not choose new emerging destinations (Serbia, Croatia, Tunisia, Turkey, Egypt, the Caribbean...)
• Maintain capacity to attract tourists from the rest of Spain
• Capacity to detect new outbound markets (American, Japanese, Chinese...) and new trends
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Growth Strategies
• Maintain current tourist profile (“sun and sand”, package trips, in groups, medium-length and long stays...)
• Attract new tourist profiles (with motivations other than “sun and sand”, families, individual bookings, shorter stays, alternative purchasing channels...)
Analytical Stage – Strategic Stage – Operational Stage – Conclusions
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