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Food Nature CultureIntegrated rural development, protected area management,
traditional products and sustainable tourism
Positive perception of tourist destinations through quality and
authentic tourism services
Today ….
• Everything has changed
• The tourist has access to global information at the click of a mouse
• Information overload
• How you deal with influencing perceptions even more critical
Information is instantly updateable
• Media is even more powerful
• Volume of information is greater
• As well as good marketing – the risk of creating/reinforcing negative perceptions greater
Remember this 2013…..
• And 130th out of 140 for recommending extension of business trips !
• Something is wrong!!
Importance of creating tourist satisfaction and experiences
• Destinations and businesses are under the global spotlight
• Every tourist is a potential travel writer – with a huge audience
• Unhappy tourists are the most prolific writers !!
• Bad reviews effect everyone
• Creates perception
But the reality - The Russian Federation has so much more to
offer!!
The greatest cultural and natural diversity in a single country – the worlds largest country, more than 100 ethnic groups
tourists want to discover the real Russia –combine urban and rural to increase the appeal
• Very few tourists have single interests –looking for diversity
• Increasing global trend looking for authenticity – the real thing
• Global media makes the world smaller and breeds a desire to discover, it promotes inquisitive tourism
• Looking for unique experiences and flavours
• Looking for intimacy• Boutique experiences
Realise The Modern Tourist is looking for more
Start to think smaller and locally –and support
• Local people
• Local businesses
• SMEs
• Young (and old) passionate Russians sharing the love of their country
Remember Tourists take journeys
• Their experience starts long before they come to your destination and finishes long afterwards!
• To build a quality experience – Russian Tourism and MFA needs to review access to the country for tourists.
• Many visa dependant countries offer low cost Visa on arrival or e-visa for short stay (30 days) tourist.
• 10 days process and expense deters tourists.
Help them find their way around Good Tourism services
• Tourist Information provision – permanent access
• Visitor care and orientation
• Interpretation
• Guides and trails
Develop Boutique Rural tourism
• Perception - basic, home stays,
• Perception - Agricultural, lower quality
• Perception – low cost
• Reality – raise the standards
• Reality – create memorable experiences
Accommodation and food
• Introduce recognised quality standards
• Clear classification systems
• Upgrade culinary heritage – traditional destination specific food
• Training in tourist care and visitor welcome
Raising standards through investment – a catalyst
• In Transylvania, private investment in ‘luxury’ rural tourism acted as promotion for whole region
• In Saxon villages – 3 developments gained major publicity for whole region
• All based on combining high quality with tradition
• Much higher price point……
• Develop opportunities for tourists to discover real Russian life
• Broaden the range of opportunities for eating and drinking ‘real’ Russian cuisine – the family run restaurants – true home cooking like your grandmother cooks!
• Meeting local producers and crafts people – and help them develop their products as souvenirs
• Hidden corners off the beaten track• Quality local guides – opening doors• Spread the benefits – and through competition –
raise the mainstream standards
A higher value offer can benefit all • Attracts higher spending guests – luxury perception
• Clients that would not stay in 15€ options –regardless of quality – perception
• Expats, domestic ‘high flyers’, policy makers, quality international operators
• Creates media interest – draws domestic market to see the story
• Creates ambassadors for area – promote and return visits, political support
Use support/funding opportunities to build quality
rather than capacity-The returns can be much greaterIn Europe - Rural Tourism yields
20-30% of tourism industry profit!!
• Develop tourism products that showcase the true heart of Russia
• Go beyond the museums, monuments and stunning heritage
• The real memories and then the ‘online’ face of Russian tourism comes from meeting people
• Personal interaction – leaving your heart behind in the Russian Federation
You can take it further
Innovation changes Perception • A people focussed experience will enhance traditional
tourism products• Provide added value and add competiveness• Provide new opportunities for employment and
economic development• Create ambassadors for Russian tourism
• Russia – one of the most friendly and welcoming destinations for tourism !!
Thank you for listening!
gavin@foodnatureculture.com
Food Nature CultureIntegrated rural development, protected area management,
traditional products and sustainable tourism
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