Food Nature CultureIntegrated rural development, protected area management,

traditional products and sustainable tourism

Positive perception of tourist destinations through quality and

authentic tourism services

Perception

• “…the sum of beliefs, ideas and impressions that a people have of a place”

Where do tourist perceptions of destination come from prior to a

visit?

The old way

TV travel shows

Classical and conservative

Not forgetting the influence of Hollywood!

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

Dynamic provocative media

Then the guidebook comes…

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!!

2014…..

Tourists as well…

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

The Real Heart of Russia is in the regions

happy travellers tell their tales of encounters with Russians too

The keys to revealing the true Russia

• 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

Veliky Novgorod

They want to meet real people

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……

Luxury backed up by activities

• 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