ICTs and EMERGING TOURISM Innovative ICT Application in the Development of Emerging Tourist Areas ...

ICTs and EMERGING TOURISM

Innovative ICT Application in the Development of Emerging Tourist Areas

www.ticsyturismo.com

Project Management and Coordination:

Eladi Torres Gonzàlez Maresme Regional Council Manager Contact e-mail: [email protected]

Benet Maimí Pou Tourism Expert and Professor of EUM (Maresme University College) Contact e-mail: [email protected]

Alex Vergés Pera New Technologies (ICTs) Expert and Nexo-Tech Manager Contact e-mail: [email protected]


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:

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

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DIAGNOSIS

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External Analysis: Aspects Analysed

1. Tourist market2. Competition3. The sector4. 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?


Internal AnalysisAim: 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,...


ICTs and EMERGING TOURISM- 2. Strategic Stage -

Definition of OBJECTIVES and STRATEGIES

Strategies to follow:

- ICT-ORIENTED


- COMPETITIVENESS

- GROWTH

- NEW PRODUCT

ICTs and EMERGING TOURISM- 3. Operational Stage -

Definition of ACTION PLANOperational and Tactical Phase

Action Plans:


- SHORT-TERM - MEDIUM-TERM - LONG-TERM


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...

1. Competitiveness Programme




• 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




3. Marketing Programme: (on-line info service / after-sales service)

• GLOBAL ACTIONS:Increase brand content

• CAPTURE NEW SEGMENTS:Market - product




4. Communications Programme: (on-line info service / after-sales service)

• GLOBAL ACTIONS: application of new technologies

• ACTIONS BY SEGMENTS: prioritising use




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)


Session 1Analysis of the Existing Tourist

Destination

Analytical Stage – Strategic Stage – Operational Stage – Conclusions

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?


ANALYSIS OF TOURIST DESTINATION- Available Resources -

Evaluation of Available Resources:- Natural Resources


Beaches Lakes Fauna

Flora Mountains


Evaluation of Available Resources:- Cultural Resources



Evaluation of Available Resources:- Historical Resources


Cities

Temples

Monuments

Museums

Ruins

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

ANALYSIS OF TOURIST DESTINATION- Public and Private Infrastructures -

RECEPTION SERVICES(Qualitative and Quantitative Evaluation of Means of Access to

Destination)

SIGN-POSTING


-Tourist Office-Interpretation Centre-Websites-Guides...


SUPPLY OF ACCOMMODATION(Types, Categories and Different Offers)


Hotels Guest houses Campsites Apartments


RANGE OF RESTAURANTS and CUISINE(Define Categories, Evaluation and Relevant Characteristics)

RestaurantsBarsPubs

LoungesMusic bars



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

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



Session 2Demand Analysis


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



TARGET PUBLIC

AIMS ACTIONS

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 residentsof 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

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.

DEMAND ANALYSIS- Competitive Position. Practical

Example -

Which variables are considered most relevant in choice of destination?


Natural Environment

Cultural Environment


Session 3Image and Communications

Analysis


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




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



Tourism Advertising Campaign


• Needs analysis (briefing)

• Definition of communication strategies

• Definition of existing resources: - Human - Media

• Use of advertising in areas of influence



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



Analysis of Target Public


- Definition of potential customer:CharacteristicsPurchasing 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



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


Session 4Destination Management Analysis


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

DESTINATION MANAGEMENT ANALYSIS - Sustainable Development of Tourist

Destinations -

Guidelines and Objectives


Pursue appropriate long-term balance between: • Environmental aspects• Economic aspects• Sociocultural aspects


Destinations -

Environmental Aspects


• Maintenance of essential ecological processes• Preservation of natural resources• Biodiversity


Destinations -

Sociocultural Aspects


• Preserve and consolidate cultural assets• Preserve and consolidate architectural assets• Preserve traditional values• Contribute to intercultural understanding and tolerance


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


Destinations -

Destination Management


Centre of Origin

Basic sphere of influence

Area with basic services


Destinations -


Destination Resources

Attraction + Access and Services

Tourist Product

Tourist=


Session 5Standardised Diagnostic Template


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.




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.




Methodology

1. The user enters the ICTs and TOURISM Portal

2. Click on field “PRIVATE AREA”

3. Enter PASSWORD




Methodology

1. Enter “PRIVATE AREA”

2. Click on “DIAGNOSTIC TEMPLATE”

3. Complete Standardised Template step by step




Methodology

1. Each project partner must provide all of the requested information for subsequent analysis and decision-making

2. When completed, click on “SEND”




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




Methodology

1. Once the information is received by the database, the system automatically resends it as follows:1. By email to experts2. Text file. In this way,

the result is made available to users connecting to the portal, allowing them to work on the content.




Methodology

1. In the Portal‘s 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.


Session 6Establishing Aims


ESTABLISHING OBJECTIVES- Sustainable Development of Tourist

Destinations -


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


Destinations -


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


Destinations -


Joint Diagnosis

Improve the destination‘s 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 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


Session 7Practical Example of SWOT

Analysis


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


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


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

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


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.


CompetitivenessAIM:

Define strategies Growth

New products

Strategic Plan


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


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...)


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ICTs and EMERGING TOURISM Innovative ICT Application in the Development of Emerging Tourist Areas ...

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