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MANOVA GmbHWipplingerstraße 23/23 | 1010 Vienna | Austria | T +43 1 710 75 35 - 0 | F - 20 [email protected] | www.manova.at
Applications of Quality and PerformanceMeasurement Tools for Destinations
Iris Zehrer & Klaus Grabler
September 13th 2013
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Tasks of tourist destinations
CommunicationInformation
Product DevelopmentProduct BundlingQuality Management
Distribution
Convincing Investors
Price
Overnight
Stays
- Awareness- Image- Satisfaction
+ other influencing factors
(i.e. cable cars, hotels, weather,
economic situation etc.)
DESTINATION
Budget Allocation
time lag
Customer Attitude Customer
Behavior
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Business intelligence: data driven tools
The complex tourism system with a lot of small players may hardly develop business intelligence….syndicated solutions
Business intelligence
WEBMARK
41MANOVA GmbH
…intelligence…
Page 4
Overnight as central figure is only partly intelligent
Learning by longitudinal comparisons = time series
Learning by cross-sectional comparisons =
benchmarking
WEBMARK –Data warehousing and reporting system as marketing intelligence solution
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Measuring input and output…
Input Output
Allocation of Funds
− Staffing
− Infrastructure
− Marketing
Quality Destination/DMO
Quality Businesses
Image / Awareness
Inquiries/ Overnight Stays
Obtained Price− etc.
Etc.
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…for all levels
Destination1 Destination x
Entity 1 Entity 2
Country Level
Regional Level
Local Level
Entity X Entity 1 Entity 2 Entity X
Hierarchie
Business Level
B1 B2 B3 B4
Co-operational Level
CountryHierarchy
Aggregation for all upper levelsBenchmarking at least on same level
Co-operation 1 Co-operation 2
On the business level, all touristic serviceproviders such as accommodations, cablecars or tourist attractions can be included.
Destination 2
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TOURMON – Covering Input and Output
Page 8
Rheinland-Pfalz Tourismusmonitor
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TOURMON – Evaluating DMO’s performance/efficiency
Quantitative & Qualitative Key Figures
Budget
Staffing
Marketing
Inquiries, Quotations, Bookings
Overnight Stays
Certifications
Customer Reviews
Key figures for a broad variety of influencing factors and performance measures draw a realistic picture of DMO performance.
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TOURMON – Application of budget funds
Page 10
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TOURMON – Overnight Stays with individualized benchmarks
Page 11
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TOURMON – Growth-Share-Matrix
Page 12
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TOURMON – Mystery Checks
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TOURMON – „Trust You“-Assessment
Page 14
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TOURMON – Budget funds per overnight stay
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TOURMON – Efficiency of distribution
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Quality Destination/DMO
Qualitätsmanagementsystem Niederösterreich
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QuestionnaireMystery Check
Results
Auditor
Data Export
Reports for participants, auditors, tourism associations, officials.
Interface
Data Import
QMS – enhancing quality among tourist service providers
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WEBMARK
Quality Businesses
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WEBMARK –Business Intelligence for Touristic Enterprises
WEBMARK - Business Intelligence on Business Level
WEBMARK Cable Cars
WEBMARK Hotels
WEBMARK Attractions
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Quality Destination/DMO
T-MONA
261MANOVA GmbH
T-MONA and QUALITÄTSMONITOR
� in Austria since 2004
� more than 80.000 interviews
� more than 50 participating destinations
� in Germany since 2007
� more than 73.000 interviews
� more than 30 participants
Joint Project of:
� Austrian National Tourist Board
� MANOVA
Joint Project of:
� German National Tourist Board
� dwif-Consulting
� MANOVA
Participating States/Regions
� i.e. Bayern, Mecklenburg Vorpommern, Munich, Berlin
Participating States/Regions
� all 9 states
� Actually 33 destinations, i. e. StyrianSpa World, Ötztal Tourism, Vienna Tourism, Salzburg Tourism, Wörthersee Region (Kärnten), …
“Tourism Monitor Austria”“Qualitätsmonitor Deutschland-Tourismus”German tourism industry survey
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T-MONA – Measuring Quality by benchmarking guest surveys
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T-MONA – Measuring Quality by benchmarking guest surveys
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T-MONA – Rankings identify weaknesses
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Based on the question “Why did you opt for this destination?”, strengths and weaknesses can be deduced.
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T-MONA – Identify priorities by importance performance
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The Importance-Performance-Chart identifies weak spots, that may have major influence on guest satisfaction, but may not be satisfying at all.
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T-MONA – Evaluate target groups
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The target group portfolio assists in identifying valuable target groups.
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MANOVA GmbH
Wipplingerstraße 23 | 1010 Wien | AustriaT +43 1 710 75 35 - 0 | F - 20
[email protected] | www.manova.at
Kontakt
Klaus GrablerManaging directorT +43 1 710 75 35 – [email protected]
Iris ZehrerProject leader destinations & hotelsT +43 1 710 75 35 – [email protected]
www.manova.at
