WERT – Women Entrepreneurs in Rural Tourism

Needs AnalysisCountry report

Greece

Research objective

to identify: the issues affecting women

entrepreneurs in rural areas in tourism, crafts and food production

the specific needs of target groups in order to define the training content required

the appropriate delivery methods to suit the target groups

Research analysis (1)

Period: 31/01/2011 until 28/03/2011 methods of delivery:

by post by fax by e-mail phone interview

54 questionnaires sent out, 20 replies 16 women’s rural tourism cooperatives

and 4 individual women entrepreneurs

Research analysis (2)

Respondents production of traditional foodstuff (14) crafts (4) accommodation (3) attraction (2)

Respondents by rural tourism sector

a)       Accommodation

b)       Crafts

c)       Food production

d)       Attraction

e)       Other

Summary of findings - overall

further training is considered useful in every skill area

most useful ‘marketing and product development’ ‘developing a quality customer service’

least useful ‘accommodation management and

maintenance’

Summary of findings – general business skills

better competence – most interest in further training

marketing and product development 4,5 General business skills

0,0

0,5

1,0

1,5

2,0

2,5

3,0

3,5

4,0

4,5

5,0

Businessplanning and

research

Ability todiversify

Financialmanagement

e.g. sources offinance, cashflow, profit &loss, pricing

Legal aspects -finding out

aboutregulations

How to marketyour businessand developyour product

Managing staffand teambuilding

current level

usefulness of training

Summary of findings – rural tourism services

least overall competence

developing a quality customer service 4,5

least competence in ‘accommodation management and maintenance’ 6 /16 responses ‘not

useful’ 5 /16 ‘very useful’

Rural tourism services

0,0

0,5

1,0

1,5

2,0

2,5

3,0

3,5

4,0

4,5

5,0

Dev

elop

ing

asu

stai

nabl

eru

ral t

ouris

mbu

sine

ss

Org

anis

ing

and

runn

ing

alte

rnat

ive

leis

ure

activ

ities

for

tour

ists

Dev

elop

ing

aqu

ality

cust

omer

serv

ice

Dev

elop

ing

ato

uris

t bu

sine

ssw

hich

isac

cess

ible

to

all

Acc

omm

odat

ion

man

agem

ent

and

mai

nten

ance

current level

usefulness of training

Accommodation management and maintenance

0

1

2

3

4

5

6

7

1 2 3 4 5

usefulness of training

nu

mb

er

of

resp

on

ses

responses distribution

Summary of findings – using computers

3rd in training interest

11/18 do not use computers or internet for marketing purposes

almost half do not use basic programmes

using e-mail and the internet 3,9

Computer use

0,0

0,5

1,0

1,5

2,0

2,5

3,0

3,5

4,0

4,5

Basic wordprocessing

Databases andspreadsheets

Using e-mail Usingcomputers andthe internet for

marketing –websites,

search engineoptimisation

Socialnetworking e.g.

facebook,LinkedIn, twitter

current level

usefulness of training

Computer use

0

2

4

6

8

10

12

1 2 3 4 5

current competence

nu

mb

er

of

resp

on

ses

Basic word processing

Databases andspreadsheets

Summary of findings – self development

second best average in competence

highest score in a current skill ‘time planning/balancing of work and family’

7/18 replies very useful and 5/18 ‘not useful’

Self development

0,0

0,5

1,0

1,5

2,0

2,5

3,0

3,5

4,0

4,5

Time planning -balancing work

and family

Buildingconfidence and

networking

Writtencommunication

skills

Makingpresentations

Culturalawareness and

foreignlanguages

current level

usefulness of training

Time planning - balancing work and family

0

1

2

3

4

5

6

7

8

1 2 3 4 5

level of importance

nu

mb

er

of

resp

on

ses

usefulness of training

current competence

Summary of findings – other training suggestions marketing and promoting of products and services certification and other legal issues – legal framework for

enterprises such as women’s coops accounting funding sources for women entrepreneurs and coops hospitality and accommodation’s hygiene* specific skills:

bakery and confectionary catering training from food technologists

Summary of findings – online network 18 out of 20 are positivetopics for discussion: Time management * Exchange of experience, knowhow and skills Exchange of knowledge on recipes, packaging Visiting women associations abroad Setting up commercial links Product promotion Traditional diet and cuisine Professional training on confectionary Hospitality issues * Accommodation hygiene * Business presentation

Summary of findings –useful trainingSkill Area – Use of training Average

scoreSkill Area – Use of training Average

score

How to market your business and develop your product

4,5 Developing a sustainable rural tourism business

3,6

Developing a quality customer service 4,5 Organising and running alternative leisure activities for tourists

3,6

Business planning and research 4,2 Social networking e.g. facebook, LinkedIn, twitter

3,6

Legal aspects - finding out about regulations

4,1 Written communication skills 3,5

Developing a tourist business which is accessible to all

4,1 Cultural awareness and foreign languages 3,5

Financial management e.g. sources of finance, cash flow, profit & loss, pricing

4 Basic word processing 3,4

Using computers and the internet for marketing – websites, search engine optimisation

3,9 Building confidence and networking 3,4

Using e-mail 3,9 Time planning - balancing work and family 3,3

Making presentations 3,9 Databases and spreadsheets 3,2

Ability to diversify 3,7 Accommodation management and maintenance

2,9

Managing staff and team building 3,7    

Summary of findings –training delivery

most preferable: series of workshops learning from experienced entrepreneurs

least preferable: on-line learning

Training delivery

0 2 4 6 8 10 12 14

Series of workshops

Distance (online) learning

Workshops and distancelearning combined

One to one coaching

Learning from otherexperienced entrepreneurs

Other

Specific country requirements & difficulties

most women active in rural tourism through women coops

traditional foodstuff and crafts

difficulties: age and education basic computer use difficult generation gap problem prejudice and distrust

Recommendations

training in marketing & business, quality service development, legal and financial aspects

seminars and exchange of experience preferably near their base

network of women entrepreneurs to facilitate exchange of ideas and communication between women

qualitative research for better results

WERT – Women Entrepreneurs in Rural Tourism

thank you for your attention