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On February 27th, 2014, the high level meeting on cooperation for tourism development of three central coast provinces (Thua Thien - Hue, Da Nang and Quang Nam) took place in Hue city. The meeting was conducted by Vietnam National Administration of Tourism with technical support from the Environmentally and Socially Responsible Tourism Capacity Development Programme (known as the ESRT Programme, funded by the European Union).
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Supporting Tourism Development in Central Coast Provinces
Hue City Mary McKeon/ 27 February 2014
High Level Meeting of three Central Coast Provinces
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Overall Activity Objective
To lay the foundations for the development of a responsible tourism industry in CC provinces (Thua Thien Hue, Da Nang & Quang Nam)
Specific Objective:Development of the main strategic product development & marketing priorities
Collaboration of tourism marketing policies
Targeted promotion of products and services
Quality of service product & RT
Utilization of tourism intelligence
Overall activity approach
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Collaborative work process with regional coordinator and all stakeholders to ensure sustainability of results
Initial kick off session in each destination to agree roadmap & timeline of stakeholder needs
ESRT with international expertise will support the joining up all different stakeholders working together at destination level in a top down bottom up approach
Workshops, round tables, seminars, group & individual discussions
Clear and simple messages
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Strategic Programming approach
Step 1Review Existing Productand Existing Markets
Step 2Review PotentialProducts and PotentialMarkets
Step 3SWOT Analysis
Step 6Define SpecificMeasures/Actions undereach Strategic Priority
Step 5Establish StrategicMarketing Priorities
Step 4Define the OverallObjective of theMarketing Effort
Step 7Agree ImplementationArrangements andFunding
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Step 1: Review Existing Product & Existing Markets
Review Global tourism trends
Examine tourism indicatorsCompare the situation in 3 provinces with international trends
Indicators such as tourism numbers, tourism spend, product evolution & tourism characteristics compared with international trends
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Identify potential new products or markets that offer growth potential in the destinations
Step 2: Review Potential Products & Markets
Identify areas where the Central Coast provinces can act as a new trend setter and where it can compete effectively
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Steps 3: SWOT Analysis
Carry out a SWOT analysis of existing product mix and markets
Identify the market segments where the provinces already have competitive strengths and areas offering significant growth opportunities for tourism
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Steps 4: Define the Overall Objective of the marketing Effort
Inform stakeholders’ considerations of the overall purpose of marketing strategy
Technical Working Group to oversee the development of the Strategy
International expertise will facilitate discussions to build consensus about the overall objective of the future marketing activities
Working Group will be comprised of industry representatives, government tourism authorities and project experts
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Step 5: Establish Strategic Marketing Priorities
Define the broad areas of intervention to be included in the plan
Priority given to the marketing of particularly advantageous tourism subsectors or products as identified
Identify the broad strategic marketing interventions for each of the products
Identifying the broad Strategic Marketing priorities for domestic and international marketing
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Rationale / objectives for the intervention Priority projects (i.e. an indication of activities of greater
priority within the eligible activities) Measurable outputs (performance targets and indicators) Authorities/agencies responsible for the implementation of the
measure Geographical coverage of the measure Duration of implementation of the measure Financing Relationship to other measures
Step 6: Define Specific Measures/Actions under each Strategic Priority Cont.
Each Measure Sheet will contain a description of:
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Step 7: Agree Implementation Arrangements/Funding
Implementation of the tourism-related policy due to the nature of the administrative arrangements.
The implementation of the Marketing strategy will be the first major task.
Clearly identifying mechanisms for the overall management of the programme as well as the management of the individual Measures.
Further key issue: the identification of funding sources of the Strategy
Funding sources may include state government budgets, entity government budgets, district budget, private sector and international donor contributions.
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Destination Tourism Development Framework
Destination competitiveness
Demand/customer
patterns and segments
Resources
Supportive industries
Industry structure
& rivalry
Com
petito
r perfo
rman
ce
Key success
factors & capabiliti
es
Vision, goals,
objectives and core
strategies
Positioning and brandin
g strategy
Target market
strategy
Target Market
Product
PlacePrice
Promotion
Institu
tion
al M
an
ag
em
en
t an
d M
on
itorin
g
Macro environment: Technological Economic Political Socio-cultural Natural
Where are we and how well do we compare?
Where would we like to be?
How do we get there?
Inte
gra
ted
Imp
lem
en
tatio
n
Fra
mew
ork
Development Programmes
Tourism Development plans
Attractions
HR/awareness
Trainings
SMME /entrepreneurship
Marketing programmes
Stay ahead?
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Results
Tourism product development strategic vision Main strategic development & marketing priorities agreed At least 4 product development & AP’s developed Marketing & promotion strategy & AP agreed Service quality strategy & AP agreed Government organizations consulted and informed of RT &
CC Private sector organizations and key industry engaged Round tables, workshops, working groups enabled Consultative forum established for destination management
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Timing of Activities
Activities 1st half 2014
2nd half 2014
1st half 2015
2nd half 2015
Assessment & situational analysis for CC destinations
Development of destination strategy and action plan
Capacity Building for Destination Management/ PPD
Support with the implementation of defined activitiesfollowing demand-driven work tasks
Monitors and reviews activities undertaken leading to greater impact of ESRTs interventions in the destination
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The ‘Environmentally and Socially Responsible Tourism Capacity Development Programme’ (2011 - 2015) is a European Union funded sector programme within the main activities in 1) Policy support and institutional strengthening, 2) Product competitiveness and public-private dialogue and 3) Vocational
education and training.
www.esrt.vn
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