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1
Designing itineraries for EXPO 2015
Focus on Piacenza
in collaboration with
Ksenia ViktorovaLisa-Therese GruberGiorgio KwiatkowskiNatalya PopovaKoray Karbay
Tutors: Prof. Francesca d’AngellaDott. Dario Caldana
May – July 2014
2AGENDA
1. Destination Analysis
1.1. Competitiveness evaluation
(resources and positioning)
1.2. Attractiveness evaluation(market size and potential)
2. Overall Evaluation
3. Selection of itineraries
3.1. Online Promotion
3.2. Itineraries presentationItineraries are designed in collaboration with a specialized tourism company (UTAT) for Chinese business and Russian Leisure Tourists based on the macro themes indicated by Explora:• Art & Culture (including religion)• Food & Wine• Nature & Active Tourism (parks, sports , bike, walking, trekking,
car tours, motorbikes)
AppendixPivot methodData on Competitiveness AnalysisData on Attractiveness Analysis
Evaluate competitiveness and attractiveness of the province of Piacenza
Identify strong points, primary themes and gaps in the tourism offer
Create original and appealing itineraries for target markets
OBJECT
1
2
3
3
Art & Culture
1.1. Competitiveness Evaluation
Food & Wine external recognition (restaurant guides)Part of ER renowned "food valley"
highest # (23) of DOP & DOC products in the region
Well organized networks to promote the offerTomato capital of the north of Italy
rich varied offerhigh amount of castles (300)
well preserved heritage
well organized networks to promote the offerexternal recognition: Orange Flag (3), Città d'Arte (4)
very useful tourist portals
Attributes EvaluationMacro theme
• excellent resources and well-organized networks in place
• slight confusion in the perceived identity by tourists (Piacenza < - > Parma)
Nature & active tourism
scenic landscape
133 agriturismi
external recognition (NGO)fewer networks
• High potential through valuable resources but not very visible on the market
• Strong point: unspoiled from mass-tourism
• valuable and well presented offer
4Attributes Evaluation
Accessibility
crossroads N/S & E&Wvicinity of 5 airportsExisting transportation network (trains, bus, cars)Alternative route network (pilgrimage, cycling)
Accommodation
• Strategic position• Good connections
• Missing 5* hotels (limits targets)• Accommodation potential
unexploited
Other features
1.1. Competitiveness Evaluation
accommodation offer lower compared to the rest of the region
requirements for targets not met (quantity & quality)
Existing offers 9 websites propose 23 itinerariesDivision between cultural, nature and F&W tours
• One portal with all itineraries missing
• Predominant focus on cultural tours
• Nature itineraries underrepresentedNetworks
already several networks in placenew product club “Terre francigene piacentine"
• Good efforts to bundle services• New initiatives to attract the
Russian market (invitation of journalists to Piacenza)
51.2. Attractiveness: Evaluation
Tool Results Evaluation
Tourist Guides • Predominant Art & Culture macro theme
• Piacenza City and Castell’Arquato most mentioned places
• Lower perceived recognition in respect to the entire region
• Av. LOS: 2.3 days• Province: Decrease in arrivals
and overnights 2010 – 2013• Growth for Russian and
Chinese target markets in the region
• Low amount of tourists compared to the rest of the region unexploited potential
• positive trend for target markets already in the area, attract them to PC
Tourism Flow Statistics
Trip Advisor
Online Travel Websites
• Predominant focus on PC City• Few other places known in the
province• Gastronomy and landscape
appreciation
• High ratings• Art & Culture is very strongly represented• Food & Wine are recognized as attractive• Nature is considered unspoiled and
beautiful• Tourist focus on PC City, Val Trebbia and
Val Nure
62. Overall Evaluation
Competitiveness
Attractiveness
Art & Culture
Valuable & well presented offer, many organized
networks
Mentioned in Tourist Guides, Online Travel
and Review Sites
Food & Wine
High quality offer, organized networks, lacking recognition
Mentioned in Online Travel
Sites and Review Sites
Nature & Active Tourism
High potential but not visible enough
Few mentions overall
Attractivene
ss
High
Art & Culture
Food & Wine
Low
Nature &
Active Tourism
Low High
Competitiveness * For more information concerning the overall evaluation method please refer to
slide number 47 in the “Appendix” section
73. Selection of Itineraries
Macro-ThemesThemes and Titles of the
ItinerariesTarget
markets Learn History, Reveal Mystery…Taste Food Russian LeisureWind of Melody Russian LeisureReligious North Russian LeisureGalloping Through Time Russian Leisure Life is movement Russian Leisure
A touch of northern blessing Chinese BusinessFrom Medieval to Modern Times Russian Leisure
Red Italian Passion for Exellence Chinese Business
Secrets of an Industry’s success Chinese Business
Taste of Surroundings. Emilia-Romagna Russian Leisure
Food is Energy for Life, Culture for a Soul Russian Leisure Italy 4 YOU Russian LeisureEXPO-erience Biodiversity Russian Leisure
Towards 0 Emissions Chinese Business
WATER – your most amazing rendez-vous Russian LeisureDay at the countryside Russian Leisure
Food & Wine
Art & Cultu
re
Nature &
Active
Tourism
Each itinerary contains: • title, • theme,• full description of
main legs and attractions,
• target, • accommodation &
restaurants, • daily program, • maps, • transportation
indications, • opening hours, • black-out dates,• price,• sources of
information.
**In addition to the focus on Piacenza, we also considered Parma in some of our itineraries because the two territories are: geographically close, similar in terms of tourism resources, part of the same region. Moreover, Parma presents a strong image on the international market that could help Piacenza work on its weaknesses (enhance its awareness, reinforcing its image)
83.1 Online Promotion
Institutional websites Tour Operator websites Social Media
9
3.2 Presentation of 2 itineraries
• Secrets of an industry’s success
• EXPO-erience Biodiversity
EXPO and the Italian art of processing and handcrafts
Secrets of an industry’s success
Discover the art of carving master pieces out of rough diamonds through passion and cutting edge techniques, improving production quality standards and delivering products that stand out for their excellence.
Get aboard of a journey through the art of processing and handcrafting, discovering techniques and the results of years of perfecting men’s knowledge and skills in creating, delivering and marketing excellent products making piece of art out of them.
Secrets of an industry success: Itinerary overview
Itinerary for Chinese business people Interested in Italian products and traditional handcrafts Small groups 6 – 7 people Creating a journey through the variety of Italian processing
industry Provide visitors with both moments of enjoyment and business Build up on the Italian tradition in the processing industry Approach Chinese buyers on a trend for chocolate and coffee
products and the Italian tradition of handcrafting and art
Secrets of an industry success: The concept
ITINERARY OVERVIEW Day 1: EXPO 2015 Day 2: Cremona Sperlari / Violins liutery Day 3: Piacenza Musetti / Grazzano
Visconti Day 4: Bologna Majani / Artigianarte
1
2
3
4
Price* per Person: 830 €
* Estimation through comparison with similar itinerary offers on Tour Operator websites: Caldana – Vapensieroviaggi – Gialpitravel – Raggioverde - Gruppi.it – Guinesstravel - Mowgli
EXPO 2015 Itinerary proposal Arrival in Milan, transfer of luggage to Piacenza Transfer to EXPO 2015 China Corporate United Pavilion Cocoa pavilion – Food of the gods Lunch at “Top” Italian restaurant Coffee pavilion – Energy for thoughts Italian Pavilion Possible contact with representatives from each
producer involved in the itinerary Transfer to the hotel in Piacenza
Suggested accommodation: “ Ovest Hotel” 4 *Via I Maggio, 82,29121, Piacenza
Secrets of an industry success: Day 1
Cremona – Sperlari – Violins liutery
8:00 Wake up and breakfast 9.00 Departure from the hotel 9:40 Arrival at “Sperlari Leaf Italia s.r.l. ” 9:50 Visit to the factory and workshops 12:30 Lunch at “Al Qu4rto roof garden restaurant”
Piazza Libertà, 26, 26100 Cremona2 forchette gambero rosso
14:00 Sightseeing of the city of Cremona (museum of the violin)
15:30 Visit to a traditional liutery laboratory (arranged with the help of “Consorzio liutai Cremona”)
17:30 Back to Piacenza city – centre (sight – seeing) 20:00 Diner at the hotel
Secrets of an industry success: Day 2
Sperlari Leaf ItaliaWell – known chocolate and sweets italian producer famous for its “torrone” and chocolate products.
Secrets of an industry success: Day 2
Al Qu4rto roof garden restaurantA beautiful restaurant with its outdoor roof garden and its lovely view over piazza delle libertà, with an extensive delicious traditional and international menu.
Violin museum – Stradivari FoundationThe central museum of Cremona’s traditional liutery and fine instruments production with its exhibition halls and a broad array of events hosted in the infrastructure by the consortiun. Liutery labs in the city centreA visit to a liutery will be arranged with the help of “Consorzio Liutai Cremona”
Piacenza – Musetti –Grazzano 8:00 Wake up and breakfast 9:00 Departure from the hotel 9:20 Arrival at “ Torrefazione Musetti s.r.l.” 10:30 Visit of the factory and workshop 13:00 Lunch at “Ristorante Riva”
Loc. Riva, 16 Ponte dell'Olio (PC)
2 forchette gambero rosso 15:00 Transfer to Grazzano Visconti
(visit medieval burg, castle) 15:30 Visit of a handcrafts laboratories 17:00 Visit of the village
(park of Grazzano Visconti) 18:30 Departure for Piacenza Diner at the hotel
Secrets of an industry success: Day 3
Secrets of an industry success: Day 3Musetti Torrefazione s.r.l.A coffee producing company with an history dating back to more than 70 years ago and a strong connection to figurative arts.Savi Fratelli ferri battutiVisit to a traditional wrought iron laboratory right in the heart of the enchanting village of Grazzano Visconti.Grazzano ViscontiA beautiful small village with its impressive park and majestic castle, house to many handcraft laboratories and member of the network “Cities of arts”.
Ristorante RivaA small lovely restaurant in the small town of Ponte dell’Ollio mentioned on the Michelin Guide for its owners’ hospitality and fine cuisine.
Bologna – Majani - Artigianarte 8:00 Wake up and breakfast 9:00 Departure from the hotel 9:20 Arrival at “Majani s.r.l.” 9:30 Visit of the laboratory and workshops 12:30 Lunch at “I Carracci”
Via Manzoni 2, Bologna Excellence award 2014
Tripadvisor 14:30 City sightseeing
(piazza Maggiore, fontana del Nettuno, torri degli Asinelli e Garisenda, Pinacoteca nazionale di Bologna)
17:30 Visit to “Artigianarte” laboratories 19:00 Transfer to hotel “Hotel Cosmopolitan” Diner at the hotel
Secrets of an industry success: Day 4
Secrets of an industry success: Day 4Majani s.r.l.Historical chocolate producer in Bologna in the business since 1796 well known for its “Cremino” sporting the iconic vintage “FIAT” logo. ArtigianarteAn incredible ideas factory it is a lively handcraft laboratory with different artifacts from different artists already participating to 2010 World Expo in Shanghai.
Ristorante I CarracciA perfect masterpiece of italian classic style this restaurant will delight with both pleasure for the guests sights and taste.
Pinacoteca Nazionale BolognaOne of the most important painting exhibition for italian classic styles with masterpieces from Raffaello, Tiziano and Giotto all nestled in a modern and stylish exhibition hall.
Departure 8:00 Wake up and breakfast 9:00 Departure from the hotel 9:20 Arrival at Bologna “G. Marconi” airport
Secrets of an industry success: Day 5
ERIENCE
BIODIVERSITY!Aquatic, Terrestrial and Urban life in Liguria, Lombardy and Emilia
Romagna
Biodiversity means any variety of life on earth. This itinerary will take you through an amazing journey to discover different ecosystems on
land, water and in an urban setting. Experience the Biodiversity Park at EXPO 2015 and explore the smart city Milan, watch whales and
dolphins in Genoa and learn all about the world of an authentic Italian agriturismo in Alseno.
Understand what it means to be part of our planet, experience biodiversity.
Target
• Russian Leisure Tourists
• Families
• Groups
• Outdoor - nature oriented, active
AccommodationBest Western Family Hotel Galles Milano 4*
(or similar: NH Hotel 4* Milano Touring)
Price* per Person: 630€
* Estimation through comparison with similar itinerary offers on Tour Operator websites:Caldana, Vapensieroviaggi, Gialpitravel, Raggioverde, Gruppi.it, Guinesstravel, Mowgli.
MILAN
2 Genoa
3 Alseno
4 Days
14
Day 1: MILAN - EXPO
Entire day:Thematic Areas: BIODIVERSITYCHILDREN’S PARKITALIAN PAVILIONLAKE AREA
Clusters:BIO MEDITERRANEUM
Dinner @ Hotel Galles Terrace Restaurant
Day 2: Aquatic Ecosystem GENOA
08:00 Transfer Milan – Genoa by train (Frecciabianca: 1:30)10:00 Free Time (Suggestion: Aquarium / City Sightseeing / Shopping / Tasting Pesto Genovese, Focaccia)
13:00 Boat trip “Whale watching” (Lunch to be brought on board)18:00 Transfer Genoa – Milan by train20:00 Dinner @ Un posto a Milano (Lodi)
Milan – GenoaFrecciabianca: 1:30
Day 3: Terrestrial Ecosystem ALSENO (PC)• Transfer to in Alseno by coach
Entire Day:Agriturismo and fattoria didattica “La Quercia Verde”Workshops: Bread bakingSoap makingTaking care of the farm animals Grape harvest (autumn only) From bee to honeyCrafting hay animalsExcursion into the regional Park “ Parco dello
Stirone”
Lunch & Dinner @ La Quercia Verde• Transfer back to Milan http://www.laquerciaverde.it/fattorie.html
Morning: City Centre TourClassic City:• Parco Sempione, Castello Sforzesco, Via Dante, La Scala, Galleria
Vittorio Emmanuele, Duomo + Roof, San Babila, BreraSmart city:• Via della Spiga (Smart Street)• BikeMi Sharing System• Free Wifi Spots• Botanical Garden in Palazzo BreraFuture City:• Porta Nuova District:
UniCredit Tower & Piazza Gae AulentiBosco Verticale by Boeri & Giardini di Porta Nuova Palazzo Lombardia (0 emissions skyscraper)
Lunch: Restaurant “Ratanà” (Slow food)
Afternoon: Laghetto delle Vergini dell’IdroscaloForestLab (tropical greenhouse, didactical laboratory, Biodiversity garden
Day 4: Urban Ecosystem MILAN
City TourClassic & Smart & Future
Day 4: Urban Ecosystem MILAN – logistic details
Laghetto delle Vergini
28Appendix
1. The PIVOT* Method
2. Competitiveness2.1. Competitiveness: Accessibility2.2. Competitiveness: Hospitality offer
3. Attractiveness3.1. Attractiveness: Tourism Flows3.2. Attractiveness: Tourist Guides3.3. Attractiveness: Top 10 Tourist Sites
29Competitiveness
• Analysis of the tourism resources• Analysis of the offers already on the
market• Evaluation of the macro-themes
Attractiveness
• Analysis of tourism flows• Analysis of tourists perceptions
(tripadvisor, booking, …)• Analysis of tourist guides
Itinerary Design• Selection of relevant themes• Design of the itineraries
1. The PIVOT* Method
*PIVOT is a project financed by Lombardy Region, whose objective is to design innovative tourism experiences in the region for national and international markets. IULM University has been taking a leading and active part into the project, under the coordination of Prof. Manuela De Carlo.
302.1. Competitiveness: Accessibility
Bergamo
MILANO
PIACENZA
BRESCIA
Parma
Bologna
By car: A1 connects Piacenza to the North and SouthA21PC-BS to BresciaA21 PC-TO con TorinoBorders:Austria ( Brennero) -344km A22/E45Slovenia ( Trieste)-380km A4France (Bordighera) - 318km A10/E80Switzerland (Chiasso) – 123 km A9/E35By train: Piacenza can be reached via Milan-Bologna railway and Turin-Piacenza in approx. 1 hour
Ferrara
Cremona Mantova
By plane: the closest airports are Milano Linate (69.4 Km)Parma Airport (67.4 Km)Bergamo Orio al Serio (87.1 Km)
Extra info: It’s part of the itinerary of Eurovelo route 8 the European network of cycling routes crossing EU territory
Reggio Emilia
Pavia
2.2. Competitiveness: Hospitality offer
Source:Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2012 – 11
• Piacenza is the province with the lowest number of accommodation of the region.• Existing accomodations (3-4*) are not entirely in line with our main targets requirements.• Need for upper-class accomodations (4-5*)
31
Emilia - Romagna Hospitality offer
Province HotelsAlt.
Accomodation
Total Structures
%
Piacenza 93 220 313 3,6%Parma 216 525 741 8,6%Modena 237 382 619 7,2%Bologna 324 921 1.245 14,5%Rest of the region 3.610 2.087 5.697 66,1%TOTAL 4.480 4.135 8.615 100,0%
3,6%8,6%
7,2%
14,5%
66,1%
Number of accomodation in Emilia Romagna 2012
PiacenzaParmaModenaBolognaRest of the region
32
PIACENZA CITY
Quantity 3* and 4* Hotels 13other accommodation 30 B & B 13TOTAL 56rooms 954 beds 1,778
Category# of
Hotels# of
roomsAverage rooms
size (sq2) Average price
(double)
4 * 5 359 16-35 127
3 * 8 364 15-25 82
TOTAL 13 703
• Only 13 accommodations ( 3-4*) are suitable for our target market.
• They represent 74% of the total offer available in the city.
Source:Booking.com, Piacenza statistics
2.2. Competitiveness: Hospitality offerPiacenza City Accommodation
332.2. Competitiveness: Tourism resources
Identification of the main resources for Macro Themes selected by EXPLORA
Art & Culture Food & WineNature & Active Tourism
343.1. Attractiveness: Tourism Flows – Arrivals & Overnights
• Piacenza accounts for 3% of regional arrivals and overnights • Severe decrease for the province both in arrivals ( - 27%) and overnights ( - 46%) between 2010-13 • Same for the city both in arrivals ( - 14%) and overnights ( - 31%) between 2010-13• The average length of stay is short (2.3 days)
Source: Elaborations on “Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2010 – 13” and Piacenza’s province report 2013”
Total Overnight
s 2010
Total Overnight
s 2011
Total Overnight
s 2012
Total Overnight
s 2013
Province
660 599 465 451
City PC
268 261 221 204
50250450650
Overnights 2010 - 13
In t
housands
Total Ar-rival 2010
Total Ar-rival 2011
Total Ar-rival 2012
Total Ar-rival 2013
Province
253 274 236 200
City PC
125 138 125 109
25
125
225
Arrivals 2010 - 13
In t
housands
In thousands
In thousands
35
• France (14%) , Germany (11%) and China (8%) are the top three markets • Low presence of Russian tourists in the province (2%)
3.1. Attractiveness: Tourism Flows – Piacenza Internationals arrivals
Source: Elaborations on “Piacenza’s province report 2013”
14%
11%
8%
5%
5%5%5%
4%3%
2%2%
36%
Piacenza International arrivals 2013FranceGermanyChinaSpainUKNetherlandsSwitz. & Liech.BelgiumUSAAustriaRussiaOthers
36
2012 Countries ARRIVALS RANK
GERMANIA 395.203 1RUSSIA 274.551 2FRANCIA 207.361 3SVIZZERA 165.346 4
PAESI BASSI 101.703 5REGNO UNITO
94.583 6
BELGIO 81.437 7POLONIA 81.043 8SPAGNA 75.706 9USA 75.485 10ALTRI PAESI UE
74.089 11
AUSTRIA 73.326 12CINA 71.105 13
2011 Countries ARRIVALS RANK
GERMANIA 390.567 1RUSSIA 237.722 2FRANCIA 216.494 3SVIZZERA 154.732 4PAESI BASSI 98.472 5REGNO UNITO 96.585 6
POLONIA 89.432 7
SPAGNA 86.938 8BELGIO 80.278 9ALTRI PAESI UE
79.269 10
USA 78.120 11AUSTRIA 73.036 12CINA 68.499 13
2010 Countries ARRIVALS RANK
GERMANIA 365.315 1FRANCIA 202.595 2RUSSIA 168.541 3SVIZZERA 147.328 4PAESI BASSI 96.891 5REGNO UNITO
93.950 6
SPAGNA 85.270 7POLONIA 80.306 8ALTRI PAESI UE
76.573 9
BELGIO 76.488 10
AUSTRIA 73.432 11USA 70.877 12CINA 52.562 13
• 2010 - 2011 Russia became the second market in terms of relevance for Emilia Romagna (arrivals)• Increase of arrivals for Russian tourists in 2012 but at a slower pace than from 2010 – 2011• China’s arrivals steadily growing through the whole period
Source:Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2012 – 11 – 10
+15,49% +41,06%
+3,80% +30,32%
3.1. Attractiveness: Tourism Flows - E. R. Relevant Trends
37 3.2. Attractiveness: Tourist Guides
Tourist Guides YearPiacenz
a mention
*Lonely Planet "Italy" 2010 YesBaedeker "Italien" 2010 Yes
DK Eyewitness Travel "Italy" 2011 Yes
Michelin "Italy" 2011 YesGuide Michelin "Italie du Nord"
2011 Yes
The Rough Guide to Italy 2011 Yes
Rick Steve's "Italy" 2011 No
National Geographic "Italy" 2012 Yes
*Lonely Planet "Italy" 2012 YesFodor's Travel Intelligence "Italy"
2013 Yes
Frommer's Italy 2013 No
• 8 / 10 Tourist Guides mention Piacenza City
• 5 / 10 Tourist Guides mention Castell’ Arquato
• Tourist Attractions are all centered on Art & Culture (buildings)
• Average pages dedicated to Piacenza are only 1.5 out of 500 (in Tourist Guides about Italy as a whole; Exception: 5 pages in Tourist Guide Northern Italy)
• Recurrent perception of Piacenza City: “well preserved, picturesque medieval center”
• 3 / 10 Tourist Guides judge the value of Piacenza City (“worth a quick stopover”, : must- see”, “Day-trip fodder”)
Tourist Guides sold in the Top 10 geographical markets for Lombardy* Two editions of LP to observe evolution
Low perceived importance of Piacenza, main attractions are the city and Castell’ Arquato
• Besides Tripadvisor and Booking.com, the websites do not contain sufficient user-generated comments about Piacenza
• Some of the websites indicated with “no user reviews” only have editorial information about Piacenza
• Top 10 attractions according to # of reviews and ratings indicates that both city center and the province are appreciated by tourists (high ratings) and that the main focus is on Art & Culture
3.3. Attractiveness: Top 10 tourist websites
Top 10 Tourism Websites
Piacenza mentions
# User Reviews
Tripadvisor yes 25.394
Booking.com yes 2553
LonelyPlanet yes 0
YahooTravel yes 2
VirtualTourist yes 18
WikiTravel yes 0
Time Out no -
Sherman Travel no -
Frommers no -
Italia.it yes 0
Top 10 attractions on Tripadvisor
Reviews
Rating
Grazzano Visconti (Grazzano Visconti) 261 4Castello di Rivalta 249 4.5Gropparello Castle - Fairy Tales Park 173 4.5Castello di Vigoleno 96 4.5Ponte Vecchio (Ponte Gobbo - Ponte del Diavolo)
70 4.5
Rocca d'Olgisio (Pianello Val Tidone) 52 4.5Piazza Cavalli (Piacenza) 38 4Abbazia Cistercense Chiaravalle della Colomba (Alseno)
36 4.5
Parco Galleana (Piacenza) 34 4Villa Sant'Agata di Giuseppe Verdi 31 4
38