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ICTs and EMERGING TOURISM - 2. Strategic Stage - Defining AIMS and STRATEGIES Analytical Stage – Strategic Stage – Operational Stage – Conclusions Project.

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Presentation on theme: "ICTs and EMERGING TOURISM - 2. Strategic Stage - Defining AIMS and STRATEGIES Analytical Stage – Strategic Stage – Operational Stage – Conclusions Project."— Presentation transcript:

1 ICTs and EMERGING TOURISM - 2. Strategic Stage - Defining AIMS and STRATEGIES Analytical Stage – Strategic Stage – Operational Stage – Conclusions 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 - 2. Strategic Stage - Defining AIMS and STRATEGIES Strategies to follow: - ICT-ORIENTED Analytical Stage – Strategic Stage – Operational Stage – Conclusions - COMPETITIVENESS - GROWTH - NEW PRODUCTS Where do we want to go? What do we need? Which tourist products do we want to create, extend, promote?

3 ICTs and EMERGING TOURISM - 2. Strategic Stage - Hierarchy of AIMS in the Cartagena Plan Analytical Stage – Strategic Stage – Operational Stage – Conclusions STRATEGIC MISSION To propose sustainable development for the tourism industry in Cartagena WORKING FRAMEWORK *SUSTAINABILITY: Economic, Social: social cohesion, Cultural, Environmental GOALS AND AIMS Prioritise investments aimed at improving the environment Promote heritage resources Position Cartagena in the cultural tourism sector Develop a business environment and sustainable management for tourist and cultural services PROGRAMME 1 Actions relating to basic infrastructure PROGRAMME 2 Adapting heritage resources PROGRAMME 3 Image and communication PROGRAMME 4 Economic management and promotion

4 ESTABLISHING AIMS - 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: - Improved quality of life - Higher quality of experience - Higher quality of resources - Increased optimisation of areas close to major centres of interest - More research into and use of ICTs

5 ESTABLISHING AIMS - 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 carry out diagnoses and define aims and possible strategies.

6 ESTABLISHING AIMS - Sustainable Development of Tourist Destinations - Analytical Stage – Strategic Stage – Operational Stage – Conclusions Competitiveness Improve the positioning of the destination with regard to its particular segment (e.g. inland tourism) 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

7 ESTABLISHING AIMS - Sustainable Development of Tourist Destinations - Analytical Stage – Strategic Stage – Operational Stage – Conclusions Segmentation Diversification Reduce seasonality Adaptation and promotion of the Tourist Area

8 ESTABLISHING AIMS - Sustainable Development of Tourist Destinations - Analytical Stage – Strategic Stage – Operational Stage – Conclusions Develop a tourism culture and a competitive business sector: Organise focus groups and meetings with public and private agents in the area Analyse tourism operators Improve the quality of tourism services

9 ESTABLISHING AIMS - Sustainable Development of Tourist Destinations - Analytical Stage – Strategic Stage – Operational Stage – Conclusions Create and promote new products: According to space and resources available Research what environmentally similar, non-neighbouring areas do

10 ESTABLISHING AIMS - Sustainable Development of Tourist Destinations - Analytical Stage – Strategic Stage – Operational Stage – Conclusions Create own tourist brand: Positioning Map in relation to competitors Image and positioning of the destination How are we perceived? How would we like to be perceived? Design communication strategies

11 ESTABLISHING AIMS - Sustainable Development of Tourist Destinations - Analytical Stage – Strategic Stage – Operational Stage – Conclusions Create Communication Strategies Who are they aimed at? What do we want to transmit? DEFINE Segmentation stage Use of ICT’s Interpretation strategy Communication strategy Use of ICT’s

12 ICTs and EMERGING TOURISM - 3. Operational Stage - Definition of ACTION PLAN Operational and Tactical Phase Action Plan Analytical Stage – Strategic Stage – Operational Stage – Conclusions - SHORT-TERM- MEDIUM-TERM- LONG-TERM

13 ICTs and EMERGING TOURISM - 3. Operational Stage - ACTION PLAN (Actions relating to the tourist destination) Analytical Stage – Strategic Stage – Operational Stage – Conclusions 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

14 ICTs and EMERGING TOURISM - 3. Operational Stage - ACTION PLAN (Actions relating to the tourist destination) Analytical Stage – Strategic Stage – Operational Stage – Conclusions 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 Examples:  Sun and sand  Small-boat sailing  Golf What will we achieve?  More security  Value for money  Unite offer and infrastructures

15 ICTs and EMERGING TOURISM - 3. Operational Stage - ACTION PLAN (Actions relating to the tourist destination) Analytical Stage – Strategic Stage – Operational Stage – Conclusions 3. Marketing programme : (on-line info service / after-sales service) GLOBAL ACTIONS CAPTURE NEW SEGMENTS THE BRAND Extend content Publicise it Maintain reputation MARKET - PRODUCT Sun and Sand Cultural Touring Tour operators The elderly, …..

16 ICTs and EMERGING TOURISM - 3. Operational Stage - ACTION PLAN (Actions relating to the tourist destination) Analytical Stage – Strategic Stage – Operational Stage – Conclusions Examples of Tourism Websites SUPPLIERS INTERMEDIARIES PORTALS OTHERS

17 ICTs and EMERGING TOURISM - 3. Operational Stage - ACTION PLAN (Actions relating to the tourist destination) Analytical Stage – Strategic Stage – Operational Stage – Conclusions 4. Communication Programme : (on-line info service / after-sales service) GLOBAL ACTIONS: application of new technologies ACTIONS BY SEGMENTS: prioritising use  On-line information  Websites  Links  SMS routes

18 ICTs and EMERGING TOURISM - COMMUNICATIONS AND ICTs - TOURIST INFORMATION SYSTEM HOTELS CAMPSITES APARTMENTS SKI RESORTS BUSINESS TOURISM GOLF COURSES SPAS MUSEUMS EMBASSIES CONSULATES TRAVEL AGENCIES SAILING FACILITIES NATURAL AREAS SIGHTS FESTIVALS CALL CENTRE Official Personalised Digitalised Internet Industry Hotel Guide Information Brochures Statisticshttp://www.tourspaIn.es

19 ICTs and EMERGING TOURISM - COMMUNICATIONS AND ICTs - TOURISM INFORMATION SYSTEM Internal information subsystem INFORMATION SYSTEM TOURISTS COMPETING DESTINATIONS ENVIRONMENT MARKETS External information subsystem Market research subsystem DECISION MAKERS *Public *Private DISTRIBUTION

20 ICTs and EMERGING TOURISM - 3. Operational Stage - ACTION PLAN (Actions relating to the tourist destination) Analytical Stage – Strategic Stage – Operational Stage – Conclusions 5. Management Programme H.R. TEAMS: public sector, 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)

21 ICTs and EMERGING TOURISM - Sustainable Development of Tourist Destinations - 1. Turn X into a tourist space Developing Tourism in X 2. Create a tourist product How?

22 ICTs and EMERGING TOURISM - Sustainable Development of Tourist Destinations - 1st Step: Turn X into a Tourist Space 1. Rejuvenate the city, the environment, countryside, etc. 2. Adapt means of access - signposting 3. Raise awareness of what we have 4. Communication and use of ICT’s

23 ICTs and EMERGING TOURISM - Sustainable Development of Tourist Destinations - 2nd Step: Create a Tourist Product Must be capable of making people travel -- (Magnetism) To conduct leisure activities – (experiences which satisfy needs) Act on resources, infrastructures and facilities Create differences, competitive advantages -- (price, product, etc.) If possible, turn it into a unique destination Seek and promote the “Power of attraction”

24 ICTs and EMERGING TOURISM - Sustainable Development of Tourist Destinations - Tourist Product A combination of: Resources Offer Equipment and Infrastructure + +

25 ICTs and EMERGING TOURISM - Sustainable Development of Tourist Destinations - Tourist Product A combination of elements which are: Tangible Intangible +

26 ICTs and EMERGING TOURISM - Sustainable Development of Tourist Destinations - Tourist Product A combination of elements : The Supply The Demand + A combination of services, infrastructures, equipment and management Developing experience from the feelings and expectations of the customer

27 2. Tourism resources TOURIST PRODUCT 5. Brand Image 1. Assets, Services, Auxiliary services ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - Components of the Tourist Product 3. Infrastructures 4. Management 6. Price

28 ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - What is a tourist space or destination? o Intuitively, we associate the concept of tourist space with: An space = place, location,… An offer = accommodation, restaurants, leisure,... o But infact it is … TOURIST SPACE = …

29 ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - What is a tourist space or destination? We propose the following definition of a tourist space or destination: Physical space of reception Comprising infrastructures, equipment and services Normally public and/or private in character Located in its own natural and social environment

30 ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - Tourism as a Consumer of Natural Resources ENVIRONMENT ASSET IN SHORT SUPPLY PERISHABLE DIFFICULT TO RENEW A sustainable environmental strategy must be based on the use of renewable resources It is essential to bear in mind TWO DECISIVE FACTORS: Whether the resource is renewable or not. The time required for its recovery.

31 ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - Tourism as a Consumer of Natural Resources THERE ARE REAL LIMITS TO THE USE OF RESOURCES Any ENVIRONMENTAL RESOURCE (such as a natural area or land) allows for a limited LEVEL OF USE which, once exceeded, STARTS A PROCESS OF DECAY OR LOSS. The concept of CARRYING CAPACITY is therefore intuitive, as shown by these examples: How many visitors does Venice receive a year? How much building can be carried out around an estuary before the balance of its ecosystems is affected? How many vehicles pass over a bridge crossing a river? Underlying these questions is the idea that the resource is used for tourism, i.e. if access were prohibited, it would clearly by unnecessasry to calculate the carrying capacity

32 ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - Protection of the Cultural and Natural Heritage Benefits of Sustainable Development of Cultural or Natural Tourism For Residents 1.Conservation and improvement of heritage 2.Conservation of culture and history 3.Strengthening of local identity 4.Economic benefits for the region For Tourists 1.Unique experience: Authenticity and uniqueness of the region Discovery of the area’s history

33 ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - Destination Resources Attraction + Access and Services Tourist Product Tourist =

34 3. Factor selection. Key to success 2. Real and future capacity 1. Starting point ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - STRUCTURING PROCESS 4. Creating experiences 5. Selecting the competitiveness strategy

35 ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - STRUCTURING PROCESS From one segment (target public) an END PRODUCT is selected and product “Sun and sand” product for young people who live with their family and have disposable income MAIN PRODUCT: beach, summer weather, low-price accommodation and nightlife PERIPHERAL PRODUCTS: sports areas, street entertainment, fast food, discos COMPLEMENTARY PRODUCTS: Cinemas, street markets, theme parks, water sports (sailing, windsurfing, jet skiing, etc.) 3 2 1

36 ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - Developing New Tourist Products Stages of launching a new product go from searching for ideas for the market launch, to the selecting and refining ideas, analysing profitability, developing the idea and testing. 1.The costs of launching a new product or destination onto the market 2.Knowing how to interpret the environment in order to offer competitive advantages 3.Carrying out market research and prior testing

37 TRADITIONAL TOURISMNEW TOURISM CONSUMERS TECHNOLOGY PRODUCTION MANAGEMENT Inexperience Safety in the group Unfriendly and isolated Limited number of users Price competition Economies of scale Labour: production cost Selling what is produced Maturity Looking to stand out Friendly and integrated Everyone is a user Innovation Value for money Labour: key to quality Listen to consumers ICTs and EMERGING TOURISM - New Products -

38 ICTs and EMERGING TOURISM - New Products % INNOVATORS 13.5 % EARLY ADOPTERS 34% EARLY MAJORITY 34% LATE MAJORITY 16% LAGGARDS

39 ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - Developing New Tourist Products 1.The product does not offer anything new 2.Lack of market orientation 3.Lack of market information 4.Incorrect product design 5.The product does not exceed the customer’s expectations in terms of quality 6.Bad pricing policy 7.Inadequate marketing and communication process Causes of Failure

40 1. New products that create a market ICTs and EMERGING TOURISM - Sustainable Development. Basic Concepts - Types of New Products Thalassotherapy 2. New product that break with tradition Flight + hotel + car 3. Line extension NH Serie Oro 4. Partial product replacement 5. Repositioning 6. Price cut A restaurant refurbished with an open kitchen Search for other segments of the population

41 ICTs and EMERGING TOURISM - The Guggenheim Effect in Bilbao - BEFORE THE GUGGENHEIMAFTER THE GUGGENHEIM - The Seventies: iron and steel industry, shipbuilding, abandoned chemical factories - Purely industrial city (grey) - Transformation of Bilbao tourism - Rise in service companies, tourism, high technology and dissemination of information and knowledge - Construction of new buildings - Revitalisation of the socio-economic fabric: Guggenheim

42 ICTs and EMERGING TOURISM - The Guggenheim Effect in Bilbao - * 1998 (October 1997 inauguration of the Guggenheim) 1,500,000 visitors, surpassing anticipated numbers * Change of image for Bilbao: - Modern city - Driving force for consolidating the tourism industry in Basque country - Improved quality of life forresidents in terms of leisure activities - Stimulator for inbound tourism and commercial activity - Venue for congresses, seminars, courses, etc. - Generator of international prestige for the Basque country - International cultural tourism

43 ICTs and EMERGING TOURISM - The Guggenheim Effect in Bilbao - * In its first 12 months, 79% of visitors to the Guggenheim came to Bilbao exclusively to see the museum. * These visitors spent € 186 million, an average of € 168 per visitor. * Income of sectors benefiting most from the Guggenheim in the first 9 months: - Over € 63 million on hotels and restaurants - Over € 48 million in shops and businesses - Over € 39 million on accommodation companies - Over € 22 million on the museum itself (tickets, purchases,...) - Over € 10 million on transport (petrol, tolls...) CONCLUSIONS 1 - ECONOMIC EFFECT: main reason for attracting and developing tourism in the area 2 - TOURISTS: tourist spending represents profits for business owners, jobs for residents and revenue via taxes (self-financing).

44 ICTs and EMERGING TOURISM - The Port Aventura Effect in Salou - BEFORE PORT AVENTURAAFTER PORT AVENTURA - Small fishing village - Sixties: urban growth leading to small-scale tourism - Coastal village, attraction for low volume of tourists - 1st May 1995 opening of PORT AVENTURA theme park - At close of first season in October 1995, 2,700,000 million visitors - New hotel complexes built

45 ICTs and EMERGING TOURISM - The Port Aventura Effect in Salou - * Change of image: tourist and residential town. * Consolidated as a leisure and service centre on the Costa Daurada. * Large diversity of tourism services/attractions, together with large number and high-quality of tourist facilities. * Broad range of leisure and cultural activities. * Consolidation of the Salou product with the Port Aventura leisure and hotel complex. * Leading tourist destination brand for families in Catalonia. * Major increase in employment opportunities for both residents and foreigners. * Stimulator for inbound tourism and commercial activity. * It has become a residential destination thanks to: - The large range of services and facilities on offer - Modernised infrastructures - Territorial planning based on balanced criteria

46 ICTs and EMERGING TOURISM - The Port Aventura effect in Salou - - Port Aventura revenue for the previous season: - Port Aventura closed 2005 with record profits of € 6.4 million, 128% up on the previous year - Sales of € 143 million, 11% up on the previous year - In 2005 it received 3.8 million visits, some 400,000 more than in All of this was thanks to: 1 - Consolidation of the national market 2 - Increased hotel occupancy 3 - Increased revenue per stay


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