Regional Tourism Workshop
Hotel Bellevue, Ohrid, Macedonia, September 23, 2008
Alexander Babinov
RCI
Bulgaria
Quality Mark: Practical implementation Experience and results from Bulgaria
Getting goingRunning the programmeThe costs of implementationMeasuring Results
Case Study
Why did we do it?Why did we do it? Increase competitive advantage Increase competitive advantage Attract a new type of touristAttract a new type of tourist Tell travellers a business is professional & offers a Tell travellers a business is professional & offers a
true Bulgarian experience true Bulgarian experience
Benefits forBenefits for our tourism providersThe systems behind the Quality Mark will help
to improve quality Improve operator’s market position Improve profile & attract more profitable
customers
Began as a USAID programmeHired international consultantsLater we set up a new independent industry body to own & manage the Quality Mark Set up a Licensing Committee
Set up Assessment programme run by independent professional AssessorsScorecard & the feedback process
Independent customer researchMystery checks
How we started
Awards of three grades….
…roses of distinction
bronze, silvergoldGrades to reward excellence
The LOGO A modern rose of natural beauty & eleganceA coin inspired of ancient Thrace A coin of precious metal evoking quality, substance & value
Marketing
Web sitePrint GuideExtensive media & PR activity:articles“Famil” Trip for 6 journalistsdirect mailTrade Shows and special exhibitions
Marketing
Launch – ceremony
Study Trip
Governance
From the beginning, how you understand your Quality Mark could be owned and managed for ongoing sustainability
Once underway, begin to Research governance models
Establish the best organisation and processes to protect your Quality Mark
Options for running the programme
Establishing an NGO, with a stand alone office, with a small teamLed from within an exiting organisation (Tourism Agency)Some sort of joint-venture, or PPP (Private - public partnership)A “not for profit organisation or an AssociationCompany funded by the private sector (usually a risk as independence for important for credibility)The sorts of factors you will need to consider are:GovernanceLegal Status of organisationIP of Quality Mark, who owns it, who manages the programmeProtection of protocols
Running the programme
Funding profileRelationship with donors / funders / partnersCosts of running the programmeOpportunities for self generated incomeContractual agreements for the delivery of services Human ResourceNumber of Staff, roles and responsibilitiesOperationsDelivering Business PlanLicensee systems, processes and services Assessors’ programmeIP managementPromotional campaigns, Services to licenseesEstablishing an Association
Programme firmly establishedAssessors trained and robust Assessment programme
Critical mass of licensees…:with more applying 10 accommodations with Gold Award, 24 accommodations with Silver Award 36 accommodations with Bronze 70 Total Awards Roses of Distinction 15% failed 10 pending licenses
Results a year on….
Accommodation owners reported increase in higher paying guests
Accommodation owners reported US$17,397 , an average of 18% increase, as a result of introducing 11 new services and attracting 401 new tourists
Business from local tourists (guidebooks were only distributed within the country) has increased by approximately 11%
11new jobs created, 67 sustained
Increase in revenues
All materials producedAttendance at 2 Fairs (Berlin & Hamburg)1
International journalists Famil trip High in-country publicity achieved, media articles
published
Created Internet Site (informational) Page Visits not monitored
Marketing
Training for Operators (workshops and materials) 10 day Study Trip to Slovenia & Croatia Accommodation owners reported benefits of training and capacity
building Two tourism operators participated in EU standards certification
programs, HACCP
Training for Assessors (workshops and materials, ongoing training) Assessors learnt new skills and boosted revenues
Training in organisational development – Steering Group Licensing Committee
Training & Skills development
Fully functioning Non-profit organisation established, registered
describe
QM protected for IP
Institution building / Governance
Minimum one year is needed to have some impact It is suggested that 8 months is needed to lay the foundations for the
program that will leave sustainable legacy going forward with a fully functional organization owning, managing and extending the programme
Core in-country team of two people is recommended - one leading the programme and working with RCI advisors, one managing the Assessment and certification element of the programme and sub-contracts.
(Note Assessors manage all of their own admin liaising with accommodations)
Administration person is recommended. Many of the elements can be outsourced - branding and marketing, Assessment, and training. This can be managed through tenders, co-partners or NGO’s
Time & People resources
Assessments (outsourced) - at least 50 assessments must be done in this period
Cost recommended US$300 per assessment based on 1.5 days per assessment (4 hour assessment, 4 hour preparation and writing final Report, half day for travel
TOTAL US15,000
Expenses (70 x US$50 =US$3500)Note consultancy - training for Assessors (some provided by RCI or outsourced but estimated at 13 days based on 2 days preparation, 3 days training, 3 days on road with Assessors, 2 days travel, 2 days auditing initial Assessor reports, 1 day report to Licensing Committee
TOTAL US 3500
Costs
Based on design of Quality Mark, corporate needs such as Folders for Information Packs for participants, Assessors, Media and stakeholders, Presentation stands
Promotional materials: design and printing of general Flyer, Postcards, Car stickers, Certificates, Scorecards Quality Mark Print Directory (outsourced) (recommended to be sponsored to reduce costs)
TOTAL COST US$32,000 Internet site with booking portal being provided by RCI, country can choose to
create new site or work with existing provider such as local Tourism Organisation to reduce costs
TOTAL COST US$19,000
Media / public relations US$2000Launch Ceremony US$4,000
DiscretionaryInternational Fair participation (2 different fairs), where the Quality Mark was exhibited (US$27,000)
Marketing materials (outsourced)Other
web site
Study Trip
Study Trip (based on 10 days, 16 participants) Total USD 23,000
Legal costs
Protect the Quality MarkCheck the protocolsLegal Costs US$2,500Intellectual Property US$2,500
Running office todayStaffRevenue
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