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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:

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Presentation on theme: "ICTs and EMERGING TOURISM Innovative ICT Application in the Development of Emerging Tourist Areas www.ticsyturismo.com Project Management and Coordination:"— 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 1. Analytical Stage 2. Strategic Stage 3. Operational Stage 4. Information and Control System (conclusions) Stages of the Project:

3 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 + DIAGNOSIS

4 ICTs and EMERGING TOURISM - 1. Analytical Stage - External Analysis: Aspects Analysed 1.Tourist market 2.Competition 3.The sector 4.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 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,...

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

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) 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 Competitiveness Programme

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

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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions BeachesLakes Fauna FloraMountains

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 Analytical Stage – Strategic Stage – Operational Stage – Conclusions Cities Temples Monuments Museums Ruins

18 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 RoadsRail Ports Airports Transport structure and fleets; taxi, bus, underground

19 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...

20 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 housesCampsites Apartments

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) 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

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 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

26 ICTs and EMERGING TOURISM Analytical Stage – Strategic Stage – Operational Stage – Conclusions TARGET PUBLIC AIMSACTIONS 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 residents of 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

27 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.

28 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

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 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

31 IMAGE AND COMMUNICATIONS ANALYSIS - Tourism and Communications - Analytical Stage – Strategic Stage – Operational Stage – Conclusions Surveys for Verifying the Destinations 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

32 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

33 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

34 IMAGE AND COMMUNICATIONS ANALYSIS - Tourism and Communications - Analysis of Target Public Analytical Stage – Strategic Stage – Operational Stage – Conclusions - Definition of potential customer: Characteristics Purchasing behaviour - Needs analysis: W ishes with regard to leisure and tourism Attitudes towards the tourism services on offer - Individual and group behaviour - Aspects which may lead to consumer dissatisfaction

35 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

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

37 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

38 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

39 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

40 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

41 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

42 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

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

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

45 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.

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

47 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

48 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

49 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

50 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

51 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 to experts 2.Text file. In this way, the result is made available to users connecting to the portal, allowing them to work on the content.

52 STANDARDISED DIAGNOSTIC TEMPLATE - Evaluation of Each Tourist Destination - Analytical Stage – Strategic Stage – Operational Stage – Conclusions Methodology 1.In the Portals 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.

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

54 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

55 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

56 ESTABLISHING OBJECTIVES - Sustainable Development of Tourist Destinations - Analytical Stage – Strategic Stage – Operational Stage – Conclusions Joint Diagnosis Improve the destinations 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 destinations 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

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

58 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 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

60 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 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 Competitiveness AIM: Define strategies Growth New products Strategic Plan 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 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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