Spa-development strategy of the South Great Plain and Vojvodina - train of thoughts Schwertner...

Spa-development strategy of the South Great Plain and Vojvodina -

train of thoughts

Schwertner Jánosexpert

University of Szeged

Cooling Cubes workshop

Novi Sad – Újvidék 2014. április 16.

Main goals of the strategy:

goals:1. Coordinated development of spas in the South Great Plain

and in Vojvodina.2. Coordination in development strategy between wellness-

and medical culture.3. Bigger role of spas in employment and income generation.4. Improvment of health condition of local population.5. Creating CC feeling.6. All in all, improving the touristical offer of two regions.

Good relationship between Hungarian and Serbian people.

Condition of strategic creation

• political will• intention for coopreation between the two

countries• supply in Hungary• demand in Serbia

• there is no experience in cooperation• we are neither investors nor decision makers

Disharmony in supply and demand

South Great Plain

• positive natural conditions• common development in

medical and wellness• a lot of spa, though in different

quality• saturated domestic demand• strong and growing foreign

demand• remarkable development

sources

Vojvodina

• positive natural conditions• different development in

medical and wellness• deficiency in condition of spas

• strong domestic demand• modest but growing foreign

demand• lack of sources

Services

Development environment

South Great Plain• positive political will• plan supply• more secure ownership• secure operational

background• qualitative development• remarkable development

sources: EU, Széchenyi Plan

• development experiences

Vojvodina• positive political will• plan supply• insecure ownership• insecure operational

background• quantitative and

qualitative development• lack of development

sources• lack of experiences in

development

Spa attendance

South Great Plain 2.370.000

Vojvodina 760.000

CC area 3.130.000

Development scenarios - range of speeds

• value preservation - Értékőrzés– Kanjiža, Szeged Anna fürdő

• step by step development - Lépésről-lépésre fejlesztés– Mórahalom

• Explosive– Szeged Aquapolis, Bački Petrovac

Development scenarioscentre-periphery

• downtown - Városközpont– Temerin, Makó

• edge city - Város széle– Ada,Tiszakécske

• green field - Zöld-mező– Apatin, Bački Petrovac

Development scenarios medical – wellness

• emphasis on wellness - Wellness súlypont– Bački Petrovac

• emphasis on medical - Gyógy súlypont– Apatin

• mixed - Vegyes– Bečej

Development scenarios

according development policy

• voluntarist - result eredmény

• liberal - capital tőke

• network-based - supply ellátás

• value-based - service szolgáltatás

Basically we consider project CC as a learning process so we would like a value-based development.

Development scenarios target audience

chosen group– gender– religion– age– partner team– medical condition– everybody

Currently each spa wants to be „omnivorous”

Development scenarios market

• local

• Ásotthalom, Senta

• regional

• Temerin,Tiszakécske

• sub-regional

• Makó, Bački Petrovac,

Strategic suggestionfor the whole area

• Methodology

• Networking

• Institutionalization

• Marketing

Strategic suggestion I.

• Methodology:– Information collecting according CC method

Question: who and where should be the data administrator?– Information organization according CC

method

Question: who should work?

Strategic suggestion II.

Methodology– Collecting new information, methodological

renewal, research• new information: e.g. wifi access, social insurance

information, real estate information, other currently unknown aspects

• methodology: to be developed – new project

Question: who should work?

Strategic suggestion III.

Networking

• partnership network

• connection of each CC partner– information transmission: how?

1. bottom up

2. bottom up and top down

3. networked – as torrent method

Strategic suggestion IV.

Networking• creation of user networks

create a group of residents using the spa

– facebook– teams– groups– clubs

Strategic suggestion V.

Networking• how to keep in touch

– use the existing clusters » Dél-alföldi Termálklaszter» KLASTER ZDRAVSTVENOG TURIZMA

VOJVODINE – meeting once a month– integration to existing systems

» planner groups» professional groups in healthcare» TDM touristical management groups» non-profit networks» wellness and medical culture» Lion’s, Rotary clubs

Strategic suggestion V. continuance

Networking• how to keep in touch

– connection between universities» Novi Sad – Szeged» (need of professional renewal both in theoretical

and practical fields)

Strategic suggestion VI.

Institutionalization• CC committee

– owners– operators– users

• management (3 people)– every year a new manager – 2 years preparation time for managers– learning process

Strategic suggestion VII.

Institutionalization• Theoretical Methodological Centre

– research, methodologies, applications» universities?

• Practical Methodological Centre– in one place (if possible) for the sinergistic

effects. Education of specialists in connection of spa culture:

» e.g. doctor, masseur, energetic, animator, marketing manager, media manager

– quality Assurance

Strategic suggestion VIII.

Marketing1. to know each other2. partners recommendations

– furthest– non-competitor– common owners– common visitors– profession– common interests

Strategic suggestion IX.

Marketing3.common packages

• spa + touristical

• spa + touristical + gastronomy

• spa + touristical + gastronomy + culture

• spa + touristical + gastronomy + culture + spa

4.common image logo, feeling, conferences, objects

Strategic suggestion X.

Marketing

5. Common appearance» exhibitions» markets» leaflets» advertising» literature» films

Šurda

A possible scenario• Surda the water quality controller is having fun in the

Plava Frajla inn of Novi Sad.• His boss is looking for him in the whole town. • He finds him and says: because of EU connection his

current job changes, in the future he has to control the quality of Hungarian spas’ water.

• His hungarian colleague will get his former job in Serbia.

Cut

Think more…

Thank you for the kind attention!

Have a good discussion!

schw.j@t-online.hu