1. OLOMOUC City of Good Cheer Case study

2. The role of tourism in the 21st century In post-industrial society values are generated from information and knowledge education, people seek education and enjoyment Economic focus shifts from primary and secondary sectors to tertiary (services) and quartiary sectors (entertainment) These changes lead to tourism becoming the fastest growing industry and an important local economic development factor

3. INSERT GRAPHIC TO ADD PHOTO 101 264 inhabitants 93 826 arrivals (2010) 156 618 overnight stays (2010) Average stay lasted 2 days Member of AVEC, ECT

4. Overview of history and resources 1993 – tourism development unit established as part of business licensing department 1995 – new department of external affairs established (tourism development unit) 2001 – establishment of the marketing department 2006/2007 - „Destination management project“ 2007 – Establishment of the Central Moravia Tourism Association (Destination management agency)

5. Strategic objectives - tourism Olomouc Tourism development program (1998, updated in 2008): IMAGE - Increase awareness about thee destination and improve its image CUSTOMERS - Effective presentation of the tourism products in order to increase demand of potential tourists in target geographic and income areas PROVIDERS - Motivate people from the city who are in contact with tourists to support objectives of tourism development with their entrepreneural activities

6. Target markets and group classification GEOGRAPHIC: Germany, Slovakia, Poland, Italy, Austria, Russia, Ukraine, USA and Spain seen as the highest growth potential. INCOME: High and middle income budget. AUDIENCE CLASSIFICATION: –General public (individuals, couples, families, seniors, business travelers, …) –Professional public (tour operators, agents, transporters, event and conference organizers, …) –Press and other media (with priority in target geographic areas)

7. Tourism modes developed Culture and sights tourism (including UNESCO-led) Business tourism Congress and incentive travel Church travel Natural experience travel Active tourism

8. QUALITY 1. Service quality – accommodation and gastronomic experience services, barrierless Olomouc project, tour guide service quality 2. Quality of Information – information and orientation system, public transport system, information center, www 3. Product quality - Olomouc region Card, promotional and informational materials, historic sights made accessible

9. TOURISM SERVICE CERTIFICATION Certification Service is monitoring compliance with pre-defined standards and conditions, and in assigning a quality certificate for those facilities, these standards and conditions are met.

10. Accommodation facilities – creation of standards Assessment of service quality for accommodation and gastronomic services Evaluation of access for handicapped persons

11. Internal certification of service quality -Project developed and implemented by the city hall and EU (Phare) in 2002 -Project is focused on accommodation and gastronomic facilities PROJECT OBJECTIVES: Create a net with high quality facilities providing services for visitors and citizens Declaration of the service quality, preserving the transparency of the services and protecting the customers Increase prestige of the destination Create a label/brand of service quality Visualization of all certificated facilities – marketing

12. Internal certification of service quality The project was implemented in the following steps: Creation of Certification Commission (group of experts from tourism filed) Anonymous visits realized by the commission to the gastronomic and accommodation facilities in the Olomouc region (Olomouc, Šternberk and Litovel) Assessment of the evaluation sheet Production of the labels with certification logo Awarding certificates to successful facilities, which went successfully through the certification process

13. Evaluation 47 restaurants in Olomouc, 13 in Litovel and 9 in Šternberk 22 hotels in Olomouc, 5 in Litovel and 4 in Šternberk 1.Mandatory criteria (access to the facilities, reception, eating space, rooms equipment, communication with customers in foreign language, menu in foreign language, non smoking space, cleanness of toilets, staff dress code etc. ) 2. Evaluation of service quality (subjective )

15. Certificate is valid for 3 years Enlargement: Geographically: Olomouc, Šternberk, Litovel, UNIČOV/2004 Qualitatively: service quality for handicapped people

16. May 2002 - 1 st edition of guide Guide is reprinted each year: – New facilities – Data modifications – Quality level of each establishments (  -  ) – Satisfaction customer survey questionnaire /feed back

17. Improving quality of tour guides Cooperation with The College of History of the University, language colleges (Japanese, Chinese) „Electronic tour guidance“ – audio-guide, call-center, info-loop(2005 - SF/SROP)

19. Amenities and events with themes „City center - live grant“ Historic sights made accessible with guides Local traditions – traditional trade fair, folk year, Wedding from Haná region Olomouc fortress

20. VÍTEJTE / WELCOME

21. Case study – Petříkov, Jeseník Mountains tourism Petříkov – touristic destination in the Jesenik Mountains One of the famous ski destination in Moravia region (7 ski-lifts) 5 hotels (3 – 4 stars) 7 pensions 10 Bed and breakfast accommodation 7 restaurants (plus restaurants in the hotels)

22. Case study – Petříkov, Jeseník Mountains ( touristic destination in the Jesenik Mountains )

23. Summer bobsleigh track - Petříkov, Jeseník Mountains