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ICTs and EMERGING TOURISM

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Presentation on theme: "ICTs and EMERGING TOURISM"— Presentation transcript:

1 ICTs and EMERGING TOURISM
Innovative ICT Application in the Development of Emerging Tourist Areas Project Management and Coordination: Eladi Torres Gonzàlez Maresme Regional Council Manager Contact Benet Maimí Pou Tourism Expert and Professor of EUM (Maresme University College) Contact Alex Vergés Pera New Technologies (ICTs) Expert and Nexo-Tech Manager Contact

2 ICTs and EMERGING TOURISM
Innovative ICT Application in the Development of Emerging Tourist Areas Stages of the Project: 1. Analytical Stage 2. Strategic Stage 3. Operational Stage 4. Information and Control System (conclusions)

3 ICTs and EMERGING TOURISM - 1. Analytical Stage -
External Analysis: Strengths Weaknesses + Internal Analysis: Opportunities Threats SWOT analysis DIAGNOSIS Relationship with the most significant nearby centre of origin

4 ICTs and EMERGING TOURISM - 1. Analytical Stage -
External Analysis: Aspects Analysed Tourist market Competition The sector The environment (uncontrollable factor ): · Political – Legal · Economic · Sociocultural · Technological Analyse the most significant nearby centre of origin: SWOT (simple): What does it have? – What is missing? – How do they complement one another?

5 ICTs and EMERGING TOURISM - 1. Analytical Stage -
Internal Analysis Aim: to Identify STRENGTHS and WEAKNESSES Identification and Evaluation of Resources Analysis of natural resources: flora, landscape, fauna, climate, water... Analysis of cultural resources: religion, monuments, festivals, tournaments/championships, business... Analysis of activities: sports, leisure, other... Analysis of infrastructures: communications and transport, accommodation services, restaurants, reception and other... Human factor of destination: interaction with the tourism industry, attitudes, training,...

6 ICTs and EMERGING TOURISM - 2. Strategic Stage -
Definition of OBJECTIVES and STRATEGIES Strategies to follow: COMPETITIVENESS - GROWTH NEW PRODUCT - ICT-ORIENTED

7 ICTs and EMERGING TOURISM - 3. Operational Stage -
Definition of ACTION PLAN Operational and Tactical Phase Action Plans: SHORT-TERM MEDIUM-TERM LONG-TERM

8 ICTs and EMERGING TOURISM - 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination) 1. Competitiveness Programme 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...

9 ICTs and EMERGING TOURISM - 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination) 2. Programme for the Creation of New Tourist Products DEVELOPMENT OF THE TOURIST PRODUCT CREATION OF ALTERNATIVE OFFERS CREATION OF NEW TOURIST PRODUCTS (via focus groups or brainstorming)

10 ICTs and EMERGING TOURISM - 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination) 3. Marketing Programme: (on-line info service / after-sales service) GLOBAL ACTIONS: Increase brand content CAPTURE NEW SEGMENTS: Market - product

11 ICTs and EMERGING TOURISM - 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination) 4. Communications Programme: (on-line info service / after-sales service) GLOBAL ACTIONS: application of new technologies ACTIONS BY SEGMENTS: prioritising use

12 ICTs and EMERGING TOURISM - 3. Operational Stage -
ACTION PLAN (Actions Relating to the Tourist Destination) 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)

13 ICTs and EMERGING TOURISM
Session 1 Analysis of the Existing Tourist Destination Analytical Stage – Strategic Stage – Operational Stage – Conclusions

14 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

15 ANALYSIS OF TOURIST DESTINATION - Available Resources -
Evaluation of Available Resources: - Natural Resources Beaches Lakes Fauna Flora Mountains Analytical Stage – Strategic Stage – Operational Stage – Conclusions

16 ANALYSIS OF TOURIST DESTINATION - Available Resources -
Evaluation of Available Resources: - Cultural Resources Analytical Stage – Strategic Stage – Operational Stage – Conclusions

17 ANALYSIS OF TOURIST DESTINATION - Available Resources -
Evaluation of Available Resources: - Historical Resources Cities Museums Monuments Temples Ruins Analytical Stage – Strategic Stage – Operational Stage – Conclusions

18 ANALYSIS OF TOURIST DESTINATION - Public and Private Infrastructures-
TRANSPORT AND COMMUNICATIONS (Qualitative and Quantitative Evaluation of Means of Access to Destination) Roads Rail Ports Airports Transport structure and fleets; taxi, bus, underground Analytical Stage – Strategic Stage – Operational Stage – Conclusions

19 ANALYSIS OF TOURIST DESTINATION - Public and Private Infrastructures -
RECEPTION SERVICES (Qualitative and Quantitative Evaluation of Means of Access to Destination) SIGN-POSTING Tourist Office Interpretation Centre Websites Guides... Analytical Stage – Strategic Stage – Operational Stage – Conclusions

20 ANALYSIS OF TOURIST DESTINATION - Public and Private Infrastructures -
SUPPLY OF ACCOMMODATION (Types, Categories and Different Offers) Hotels Guest houses Campsites Apartments Analytical Stage – Strategic Stage – Operational Stage – Conclusions

21 ANALYSIS OF TOURIST DESTINATION - Public and Private Infrastructures -
RANGE OF RESTAURANTS and CUISINE (Define Categories, Evaluation and Relevant Characteristics) Restaurants Bars Pubs Lounges Music bars Analytical Stage – Strategic Stage – Operational Stage – Conclusions

22 ANALYSIS OF TOURIST DESTINATION - Public and Private Infrastructures -
ADDITIONAL ATTRACTIONS (Define Type and Attractions) 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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

23 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

24 ICTs and EMERGING TOURISM
Session 2 Demand Analysis Analytical Stage – Strategic Stage – Operational Stage – Conclusions

25 DEMAND ANALYSIS - Positioning of Destination -
Objectives Awareness of destination Description of current demand Vision of destination at centre of origin Positioning with regard to competition Analysis of competition Analytical Stage – Strategic Stage – Operational Stage – Conclusions

26 ICTs and EMERGING TOURISM
TARGET PUBLIC AIMS ACTIONS To ascertain awareness and depth of knowledge of each area Preliminary phase: 200 telephone interviews To find out about the competition RESIDENTS To find out about their weekend habits 400 telephone interviews with residents of the area and/or metropolitan area To find out how they perceive the area compared to the competition To find out about the consumption habits of visitors to the area: motivations, length of stay, interests. 400 personal interviews at the tourist spots in the area: - nationals - foreigners To ascertain level of awareness of area TOURISTS To ascertain intention to visit the area and other competing destinations Analytical Stage – Strategic Stage – Operational Stage – Conclusions

27 DEMAND ANALYSIS - Positioning of Destination -
Parallel Actions Qualitative evaluations of the tourist area Qualitative evaluations of the tourist environment FOCUS GROUP of experts to ascertain positioning of our destination. Analytical Stage – Strategic Stage – Operational Stage – Conclusions

28 DEMAND ANALYSIS - Competitive Position. Practical Example -
Which variables are considered most relevant in choice of destination? Cultural Environment Natural Environment Analytical Stage – Strategic Stage – Operational Stage – Conclusions

29 ICTs and EMERGING TOURISM
Session 3 Image and Communications Analysis Analytical Stage – Strategic Stage – Operational Stage – Conclusions

30 IMAGE AND COMMUNICATIONS ANALYSIS - Tourism and Communications -
Brand and Image Positioning for Each Destination 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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

31 IMAGE AND COMMUNICATIONS ANALYSIS - Tourism and Communications -
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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

32 IMAGE AND COMMUNICATIONS ANALYSIS - Tourism and Communications -
Tourism Advertising Campaign Needs analysis (briefing) Definition of communication strategies Definition of existing resources: - Human - Media Use of advertising in areas of influence Analytical Stage – Strategic Stage – Operational Stage – Conclusions

33 IMAGE AND COMMUNICATIONS ANALYSIS - Tourism and Communications -
Effective Media Relations - 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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

34 IMAGE AND COMMUNICATIONS ANALYSIS - Tourism and Communications -
Analysis of Target Public - Definition of potential customer: Characteristics Purchasing 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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

35 IMAGE AND COMMUNICATIONS ANALYSIS - Tourism and Communications -
Public Relations (As a Promotional and Support Element) 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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

36 ICTs and EMERGING TOURISM
Session 4 Destination Management Analysis Analytical Stage – Strategic Stage – Operational Stage – Conclusions

37 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist Destinations - What does this involve? 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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

38 Guidelines and Objectives
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist Destinations - Guidelines and Objectives Pursue appropriate long-term balance between: Environmental aspects Economic aspects Sociocultural aspects Analytical Stage – Strategic Stage – Operational Stage – Conclusions

39 Environmental Aspects
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist Destinations - Environmental Aspects Maintenance of essential ecological processes Preservation of natural resources Biodiversity Analytical Stage – Strategic Stage – Operational Stage – Conclusions

40 Sociocultural Aspects
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist Destinations - Sociocultural Aspects Preserve and consolidate cultural assets Preserve and consolidate architectural assets Preserve traditional values Contribute to intercultural understanding and tolerance Analytical Stage – Strategic Stage – Operational Stage – Conclusions

41 Socioeconomic Benefits
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist Destinations - Socioeconomic Benefits Guarantee long-term economic activity Create stable employment opportunities Obtain short, medium and long-term revenue Create social services for each area Reduce poverty Analytical Stage – Strategic Stage – Operational Stage – Conclusions

42 Destination Management
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist Destinations - Destination Management Centre of Origin Basic sphere of influence Area with basic services Analytical Stage – Strategic Stage – Operational Stage – Conclusions

43 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist Destinations - Destination Resources Attraction + Access and Services = Tourist Product Tourist Analytical Stage – Strategic Stage – Operational Stage – Conclusions

44 ICTs and EMERGING TOURISM
Session 5 Standardised Diagnostic Template Analytical Stage – Strategic Stage – Operational Stage – Conclusions

45 Aspects for Evaluation
STANDARDISED DIAGNOSTIC TEMPLATE - Evaluation of Each Tourist Destination - 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. Analytical Stage – Strategic Stage – Operational Stage – Conclusions

46 Objectives of the Template
STANDARDISED DIAGNOSTIC TEMPLATE - Evaluation of Each Tourist Destination - Objectives of the Template On-line contact (via ) 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. Analytical Stage – Strategic Stage – Operational Stage – Conclusions

47 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
STANDARDISED DIAGNOSTIC TEMPLATE - Evaluation of Each Tourist Destination - Methodology The user enters the ICTs and TOURISM Portal Click on field “PRIVATE AREA” Enter PASSWORD Analytical Stage – Strategic Stage – Operational Stage – Conclusions

48 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
STANDARDISED DIAGNOSTIC TEMPLATE - Evaluation of Each Tourist Destination - Methodology Enter “PRIVATE AREA” Click on “DIAGNOSTIC TEMPLATE” Complete Standardised Template step by step Analytical Stage – Strategic Stage – Operational Stage – Conclusions

49 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
STANDARDISED DIAGNOSTIC TEMPLATE - Evaluation of Each Tourist Destination - Methodology Each project partner must provide all of the requested information for subsequent analysis and decision-making When completed, click on “SEND” Analytical Stage – Strategic Stage – Operational Stage – Conclusions

50 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
STANDARDISED DIAGNOSTIC TEMPLATE - Evaluation of Each Tourist Destination - Methodology Information received by database, which provides a logical search system for stored information Possible information search criteria to establish decision-making criteria: By partner By stage By aim or target reached Analytical Stage – Strategic Stage – Operational Stage – Conclusions

51 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
STANDARDISED DIAGNOSTIC TEMPLATE - Evaluation of Each Tourist Destination - Methodology Once the information is received by the database, the system automatically resends it as follows: By to experts Text file. In this way, the result is made available to users connecting to the portal, allowing them to work on the content. Analytical Stage – Strategic Stage – Operational Stage – Conclusions

52 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
STANDARDISED DIAGNOSTIC TEMPLATE - Evaluation of Each Tourist Destination - Methodology 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. Analytical Stage – Strategic Stage – Operational Stage – Conclusions

53 ICTs and EMERGING TOURISM
Session 6 Establishing Aims Analytical Stage – Strategic Stage – Operational Stage – Conclusions

54 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
ESTABLISHING OBJECTIVES - Sustainable Development of Tourist Destinations - 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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

55 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
ESTABLISHING OBJECTIVES - Sustainable Development of Tourist Destinations - 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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

56 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
ESTABLISHING OBJECTIVES - Sustainable Development of Tourist Destinations - 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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions

57 ICTs and EMERGING TOURISM
Session 7 Practical Example of SWOT Analysis Analytical Stage – Strategic Stage – Operational Stage – Conclusions

58 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

59 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
SWOT Analysis 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...) Analytical Stage – Strategic Stage – Operational Stage – Conclusions

60 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

61 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

62 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

63 Analytical Stage – Strategic Stage – Operational Stage – Conclusions
Strategic Plan Competitiveness AIM: Define strategies Growth New products Analytical Stage – Strategic Stage – Operational Stage – Conclusions

64 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

65 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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