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Innovative skills and competences for entrepreneurs in order
to promote a new sustainable tourism in Adriatic and Ionian Area
Marco Cocciarini
Corrado Ceccarelli
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Why this meeting
∗ to share entrepreneurs’ best practices on new technologies as primary marketing instrument
∗ to create a solid cooperation ready to support rising of a thematic tourism area in Adriatic and Ionian lands
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Activity 3: web community
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Web Community Goals
∗ to be informed on the project steps and to deep project topics on sustainable tourism
∗ to keep in contact entrepreneurs from all Countries involved in this project to start cooperation between them
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Activity 4: tourism services marketplace
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Incoming marketplace Goals
∗ Becoming an international wholesaler focused on sustainable tourism theme
∗ Developing new touristic services from all Countries involving local entrepreneurs
∗ Promoting and selling thematic packages to international travel market through innovative instruments on the web
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
marketplace
∗ The Space, actual or virtual, in which a market operates (wiki)
∗ Create competition between suppliers and help customers to compare quality and prices of offered services
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
tourism marketplace
∗ Where potential clients can find travel solutions
∗ OTA, selling platforms and user-generated travel experience
∗ Must be easy-to-use, integrated with social and mobile solutions to be useful for sellers and buyers
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
wholesaler∗ Marketplace can be managed as a
virtual travel wholesaler
∗ The wholesaler will include financial and insurance services
∗ The wholesaler will promote and sell through travel agencies or final customers with common marketing instruments
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
b2b∗ All land services can be combined in
complete travel packages to be sold by travel agencies
∗ Marketing activities through travel agencies networks will be done during 2014 as in the project
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
b2c
∗ The Adriatic-Ionian wholesaler will publish packages on a website for final customers
∗ The website will involve customers in a better travel search experience focused on themes
∗ The website will create an interest-related customers community looking around customized travel offers
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Sustainable tourism: why
Thematic tourism help to focus marketing investments on high-spending tourists which travel following their passions
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Sustainable Tourism:Private Stakeholders
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗ Tourism enterprises’ mission is to seek long term profitability
∗ The choice to invest in developing sustainable tourismproducts is neither necessary nor sufficient to be more
competitive but it can be a big opportunity
Why an opportunity? #1
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
1. Very high levels of concern for environment and society in destinations, where the issue is likely to directly affect the tourist’s own wellbeing (e.g. cleanness of the water and levels of safety).
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
AII - Technical Workshop - Activity 4 –Tirana_April-21_04_2014
New horizons for tourists
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Why an opportunity? #2
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗ High and growing levels of interest by tourists in visiting natural and cultural
sites during their holidays, and the authenticity and educational value of such experiences. (general holidaymakers/tourist with specialist interest)
Culture
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Nature
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Travelling on foot
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Why an opportunity? #3
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗ Large numbers of tourists expressing concern about the impact of their
travelling both through their own actions and in their choice of tour operator or service provider.
Local sustainable transport
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Carrying capacity
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Water Pollution
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Why an opportunity? #4
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗ Considerable willingness to pay more to support local environments and communities
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Volunteer travel
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Volunteer travel
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TOURISM IN NATURAL AREAS
AII - Technical Workshop - Activity 4 –Tirana_April-21_04_2014
∗ Source: © Tourism Western Australia 2006
Nature Based Tourism
AII - Technical Workshop - Activity 4 –Tirana_April-21_04_2014
∗ Tourism that features ‘nature’ is generally termed environmental or ‘nature based tourism’;
∗ includes a range of tourism experiences including adventure tourism, ecotourism, and aspects of cultural and rural tourism, eg. farmstay.
∗ Nature based tourism is distinguished from other tourism forms by its natural area setting.
Focus
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗Segmentation
∗Not resources but experience
∗Creativity
Segmentation #1
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
birdwatching
Segmentation #2
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
photography
Segmentation #3
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
stargazing
Segmentation #4
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
camping
Segmentation #5
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
hiking
Segmentation #6
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hunting
Segmentation #7
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
fishing
Segmentation #8
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
visiting parks
Segmentation #∞
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗Endless process
∗Segmentation and sub-segmentation
∗Innovative segmentation criteria
And so?
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗Step 1) decide to project nature basedtourism product for a specific target
∗Step 2) decide to approach the business in a sustainable way
∗Step 3) Make the sustainable approachthe added value of you offer
Accessible Tourism
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗ What is "Accessible Tourism"?
∗ There is no single, universally accepted definition –
∗ “Accessible Tourism” is tourism and travel that is accessible toall people, with disabilities or not, including those withmobility, hearing, sight, cognitive, or intellectual andpsychosocial disabilities, older persons and those withtemporary disabilities" (Takayama Declaration - Appendix,UNESCAP, 2009).
Accessible Tourism:different priorities
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗Public Stakeholders
∗Private Stakeholders
Accessible Tourism:Public Stakeholders
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗ Like for Sustainable Tourism also for AccessibleTourism Governments and Policy Makers play aleading role
∗ Their mission should be the promotion of acultural change within the Tourism industry sothat it becomes an “Inclusive” environmentwhere people of all abilities are felt welcome
and wanted as customers and guests.
Sustainable Tourism:Private Stakeholders
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗Like for Sustainable TourismAccessible Tourism can be a big
opportunity
Why an opportunity? #1
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Why an opportunity? #2
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Why an opportunity? #3
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Why an opportunity? #4
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
And so?
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗ For private enterprises it is not a metter of philantrophy but must be a matter of business.
∗ Providing services for people with disabilitiescan be a business opportunity
∗ The correct approach is to consider peoplewith disabilities as one of our target markets
Focus…again…
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
∗Segmentation
∗Not resources but experience
∗Creativity
Segmentation
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Creativity
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Don’t set limit to your capacity of creating innovative products for people with disabilities
Sailing
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Fishing
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Golf and Biking
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Snowboard
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Surfing
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project timeline
∗ Till 1st March 2014: join in the wholesaler by all partecipants
∗ Till 1st May 2014: website ready to catch potential travellers
∗ Till 1st June 2014: macro-marketing activities
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Join in
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Front end #1
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Front end #2
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
From the web to the App
∗ All packages included on the datababase can be selected and uploaded on the mobile app
∗ You can choose a specific theme to create your own mobile app focused on a destination or a target market
∗ All following updates are automatically managed
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
app
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
app
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
app
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
app
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
app
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
app
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
app
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Adrion: the Adriatic and Ionian land sustainable brand on tourism
∗ Widespread of sustainable tourism in Adriatic and Ionian lands accepted by EU as the unique brand for tourism promotion in the area
∗ Supported by AIC Forum of Chamber of Commerce with promotional investments
∗ Subscribe Adrion rules and spread it to your customers!
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
Adriatic and Ionian EU Macro Region
∗great opportunity for all tourism players!
∗Do Not Miss It!
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014
GrazieThank you for your
attentionCorrado Ceccarelli
Tel : +39 071 2284300Mail : [email protected]
Skype: corrado234
Cocciarini MarcoTel. +39 0521 1626391
Mail: [email protected]: support.globe.inside
AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014