Algarve Tourism Competitiveness Research

Algarve Tourism Competitiveness Research

Fernando Perna, Maria J. Custódio, Pedro M. GouveiaFernando Perna, Maria J. Custódio, Pedro M. Gouveia

[email protected]

Supported by:

COMPETITIVTUR CONFERENCE: TOURISM COMPETITIVENESS ON MATURE

DESTINATIONS: AN EMPIRICAL APPROACH. FARO: OCTOBER, 29, 2010

The Concepts of Competitiveness

Authors Concepts

Ritchie e Crounch, 2003: 2.

“What makes a tourism destination truly competitive is its ability to increase tourism

expenditure, to increasingly attract visitors while providing them with satisfying,

memorable experiences, and to do so in a profitable way, while enhancing the well-being of

destination residents and preserving the natural capital of the destination for future

generations”.

Scott and Lodge, 1985 in Ritchie e Crounch: 12.

“Country’s ability to create, produce, distribute, and/or service products in international

trade while earning rising returns on its resources (…) this ability is more a question of

strategy than natural endownments”.Crounch: 12.

strategy than natural endownments”.

Dwyer, Forstyth andRao, 2000: 9.

” Tourism competitiveness is a general concept that encompasses price differentials

coupled with exchange rate movements, productivity levels of various components of the

tourist industry and qualitative factors affecting the attractiveness or otherwise of

destination’s”.

OECD, 2010. “Competitiveness is a measure of a country's advantage or disadvantage in selling its

produts in international markets”

Oxford Dictionary in

Ritchie e Crounch, 2003: 12.

“To compete is to strive for superiority in a quality”.

Perna, Custódio and Gouveia (2010)

Competitive Advantage vs. Comparative Advantage

Competitive Advantage

“Resulting from value-added

activities by firms and organizations”

will relate to “construct” elements

like tourism infraestructure, events,

Comparative Advantage

Would relate to inherited or

endowed resources such as

climate, scenary, flora, fauna, (…)”Dwywer and Kim, (2003: 372)..like tourism infraestructure, events,

government policy (…)” Dwywer and Kim (2003: 372).

Dwywer and Kim, (2003: 372)..

• Competitiveness compared to what and whom?

• Which attributes should be considered? Overnights, bed places, revenues, prices,

quality, image? Which products? Which key-factors?

• Competitiveness and Tourism Area Life Cicle, a new relation?


Key Principals for Destination CompetitivenessPoon (1993) in Dwyer and Kim (2003: 375)

“Put the environment first

Make tourism a leading sector

Strengthen the distributionchannels in the market place

Built a dynamic private sector”.

Hassan (2000)

– Comparative advantage

– Demand orientation

– Industry structure

– Environmental

commitment

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CategoriesAddapted from Dwyer and Kim (2003)

Hard IndicatorsAddapted from Crouch et al. (2000)

Soft IndicatorsAddapted from Crouch et al. (2000)

“Resources” Nº of berths (Marinas)

Nº of holes (Golf)

Nº of Direct Flights

Nº of Bed Places *

Occupancy Rate*

Climate

Urban Cleanliness

Image and Quality of LifeService Quality (Satisfaction)

Airports

Tourism for All

Acessibilities

“Destination Tourism Activity Monitoring

Marketing Activity Monitoring

Knowledge on Competition products

Model and Indicators for Competitiveness...

Competitiveness Evaluation

Where is the Starting Point?“DestinationManagement”

Marketing Activity Monitoring

Promotion Investment vs ROI

“Situational Conditions” Distance to Main Markets

Hotels prices

Airfares

Exchange Rate

Safety

“Demand” Destination Awarness Destination Perception

Consumer Preferencies

“Market” Overnights stays*

Market Share

Tourist Expenditure

Price Indexs

Rate of revisit * Hotels and similar establishements

Where is the Starting Point?

→ Tourism Area Life Cycle

→ Carrying Capacity


wt = vt / m

Tourism Area Life Cycle: Stage IndicatorsAlgarve

Renovação

INTERVALO CRÍTICO DE Estagnação ELEMENTOS DE CAPACIDADE Consolidação

Declínio

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Envolvimento

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@ Perna, Custódio and Gouveia (2010)

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COMPETITIVTUR: The Variables

Hospitality Market Adjust. (overnights stays vs. beds)

Diversity of Markets by origin

Tourist Average Expenditure by Day

Golfe (holes)

Marinas (berths)

Resources (and Products)

Hospitality Sector

Markets

Destination Area Life Cicle Seasonality (overnight stays)

Tourism Density (beds vs. inhabitants)

Occupancy Rate

Demographic Pressure (nights vs. inhabitants)

Domestic Product (PPS per inhabitant in % of the EU-27 average).

Destination Management / Situational Conditions / Demand

Hospitality Internet Prices


Fonte: www.mapas-espana.com

COMPETIVTUR, Posicionamento EspacialCOMPETIVTUR, Posicionamento EspacialCOMPETIVTUR, Posicionamento EspacialCOMPETIVTUR, Posicionamento EspacialAlgarve e Costa Mediterrânica de EspanhaAlgarve e Costa Mediterrânica de EspanhaAlgarve e Costa Mediterrânica de EspanhaAlgarve e Costa Mediterrânica de Espanha

COMPETITIVTUR: The Territories


COMPETITIVTUR: CIITT Index14 Regions Model

Provisional Provisional ResultsResults

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COMPETITIVTUR Competitiveness Index

ALGARVE: 4,28

Provisional Provisional ResultsResults Sta

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ALGARVE: 4,28

MÁLAGA: 3,95


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Málaga



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ALGARVE: 4,28

BALEARIC: 5,32


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Balearic

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ALGARVE: 4,28

HUELVA: 3,60


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Huelva



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COMPETITIVTUR CIITT Index14 Regions Model


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COMPETITIVTUR: Future Developments...

Benchmarking: Alargar a rede de regiões

envolvidasEstabilizar os indicadores hard e soft

Reforçar a componente de preços e gastos

Estabelecer a componente de percepção e

imagem do destino

Monitorização coerente e estável, em prática

durante x anos.

Have something (diferent) to sell and let the world know you have that.Prof. Larry Dwyer, Vilamoura Oct.’10

Grupo “informal” do turismoEstabelecer análise à procura sobre canais de

comunicação e canais de comercialização.


Algarve Tourism Competitiveness Research

Fernando Perna, Maria J. Custódio, Pedro M. GouveiaFernando Perna, Maria J. Custódio, Pedro M. Gouveia

MUITO OBRIGADO.

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Algarve Tourism Competitiveness Research