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ICTs and EMERGING TOURISM

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 e-mail: eladi@ccmaresme.es Benet Maimí Pou

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ICTs and EMERGING TOURISM

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  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 e-mail: eladi@ccmaresme.es Benet Maimí Pou Tourism Expert and Professor of EUM (Maresme University College) Contact e-mail: benet.maimi@parlament.cat Alex Vergés Pera New Technologies (ICTs) Expert and Nexo-Tech Manager Contact e-mail: averges@nexo-tech.com www.ticsyturismo.com

  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) www.ticsyturismo.com

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

  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? www.ticsyturismo.com

  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,... www.ticsyturismo.com

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

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

  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... www.ticsyturismo.com

  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) www.ticsyturismo.com

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

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

  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) www.ticsyturismo.com

  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 toDestination) 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) Guest houses Campsites Hotels 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. 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. 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. 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. 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. 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 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. 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. 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. STANDARDISED DIAGNOSTIC TEMPLATE- Evaluation of Each Tourist Destination - Objectives of the Template On-line contact (via email) 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. 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. 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. 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. 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

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