Case study - tourism development


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Case study - tourism development

  1. 1. OLOMOUC City of Good Cheer Case study
  2. 2. The role of tourism in the 21st century <ul><li>In post-industrial society values are generated from information and knowledge education, people seek education and enjoyment </li></ul><ul><li>Economic focus shifts from primary and secondary sectors to tertiary (services) and quartiary sectors (entertainment) </li></ul><ul><li>These changes le a d to tourism becoming the fastest growing industry and an important local economic development factor </li></ul>
  3. 3. INSERT GRAPHIC TO ADD PHOTO <ul><li>101 264 inhabitants </li></ul><ul><li>93 826 arrivals (2 010 ) </li></ul><ul><li>156 618 overnight stays (20 10 ) </li></ul><ul><li>Average stay lasted 2 days </li></ul><ul><li>Member of AVEC, ECT </li></ul>
  4. 4. Overview of history and resources <ul><li>1993 – tourism development unit established as part of business licensing department </li></ul><ul><li>1995 – new department of external affairs established (tourism development unit) </li></ul><ul><li>2001 – establishment of the marketing department </li></ul><ul><li>2006/2007 - „Destination management project“ </li></ul><ul><li>2007 – Establishment of the Central Moravia Tourism Association (Destination management agency) </li></ul>
  5. 5. Strategic objectives - tourism <ul><li>Olomouc Tourism development program (1998, updated in 200 8 ): </li></ul><ul><li>IMAGE </li></ul><ul><li>- Increase awareness about thee destination and improve its image </li></ul><ul><li>CUSTOMERS </li></ul><ul><li>- Effective presentation of the tourism products in order to increase demand of potential tourists in target geographic and income areas </li></ul><ul><li>PROVIDERS </li></ul><ul><li>- Motivate people from the city who are in contact with tourists to support objectives of tourism development with their entrepreneur a l activities </li></ul>
  6. 6. Target markets and group classification <ul><li>GEOGRAPHIC : Germany, Slov a kia, Poland, Italy, Au s tria, Russia, Ukraine, USA and Spain seen as the highest growth potential. </li></ul><ul><li>INCOME : High and middle income budget. </li></ul><ul><li>AUDIENCE CLASSIFICATION : </li></ul><ul><ul><li>General public (individuals, couples, families, seniors, business travelers, …) </li></ul></ul><ul><ul><li>Professional public (tour operators, agents, transporters, event and conference organizers, …) </li></ul></ul><ul><ul><li>Press and other media (with priority in target geographic areas) </li></ul></ul>
  7. 7. Tourism modes developed <ul><li>Culture and sights tourism (including UNESCO-led) </li></ul><ul><li>Business tourism </li></ul><ul><li>Congress and incentive travel </li></ul><ul><li>Church travel </li></ul><ul><li>Natural experience travel </li></ul><ul><li>Active tour i sm </li></ul>
  8. 8. QUALITY <ul><li>1. Service quality – accommodation and gastronomic experience services, barrierless Olomouc project, tour guide service quality </li></ul><ul><li>2. Quality of Information – information and orientation system, public transport system, information center, www </li></ul><ul><li>3. Product quality - Olomouc region Card, promotional and informational materials, historic sights made accessible </li></ul>
  9. 9. TOURISM SERVICE CERTIFICATION <ul><li>Certification Service is monitoring compliance with pre-defined standards a nd conditions , and in assigning a quality certificate for those facilities, these standards and conditions are met. </li></ul>
  10. 10. <ul><li>Acco m modation facilities – creation of standards </li></ul><ul><li>Assessment of service quality for accom m odation and gastronomic services </li></ul><ul><li>Evaluation of access for handicapped persons </li></ul>
  11. 11. Internal certification of service quality <ul><li>P roject developed and implemented by the city hall and EU (Phare) in 2002 </li></ul><ul><li>P roject is focused on accommodation and gastronomic facilities </li></ul><ul><li>PROJECT OBJECTIVES : </li></ul><ul><li>Create a net with high quality facilities providing services for visitors and citizens </li></ul><ul><li>Declaration of the service quality, preserving the transparency of the services and protecting the customers </li></ul><ul><li>Increase prestige of the destination </li></ul><ul><li>Create a label/brand of service quality </li></ul><ul><li>Visualization of all certificated facilities – marketing </li></ul>
  12. 12. Internal certification of service quality <ul><li>The project was implemented in the following steps: </li></ul><ul><li>Creation of Certification Commission (group of experts from tourism filed) </li></ul><ul><li>Anonymous visits realized by the commission to the gastronomic and accommodation facilities in the Olomouc region (Olomouc, Šternberk and Litovel) </li></ul><ul><li>Assessment of the evaluation sheet </li></ul><ul><li>Production of the labels with certification logo </li></ul><ul><li>Awarding certificates to successful facilities, which went successfully through the certification process </li></ul>
  13. 13. Evaluation <ul><li>47 restaurants in Olomouc, 13 in Litovel and 9 in Šternberk </li></ul><ul><li>22 hotels in Olomouc, 5 in Litovel and 4 in Šternberk </li></ul><ul><li>Mandatory criteria (access to the facilities, reception, eating space, rooms equipment, communication with customers in foreign language, menu in foreign language, n on smoking space, cleanness of toilets, staff dress code etc. ) </li></ul><ul><li>2. Evaluation of service quality (subjective ) </li></ul>
  14. 15. Certificate is valid for 3 years Enlargement: Geographically: Olomouc, Šternberk, Litovel, UNIČOV/200 4 Qualitatively: service quality for handicapped people
  15. 16. <ul><li>May 200 2 - 1 st edition of guide </li></ul><ul><li>Guide is reprinted each year: </li></ul><ul><ul><li>New facilities </li></ul></ul><ul><ul><li>Data modifications </li></ul></ul><ul><ul><li>Quality level of each establishments (  -  ) </li></ul></ul><ul><ul><li>Satisfaction customer survey questionnaire /feed back </li></ul></ul>
  16. 17. Improving quality of tour guides <ul><li>Co o peration with The College of History of the University, language colleges (Japanese, Chinese) </li></ul><ul><li>„ Electronic tour guidance“ – audio - guide, call-cent er , info-loop(2005 - SF/SROP) </li></ul>
  17. 19. Amenities and events with themes „City center - live grant“ <ul><li>Historic sights made accessible with guides </li></ul><ul><li>Local traditions – traditional trade fair, folk year, Wedding from Han á region </li></ul><ul><li>Olomouc fortress </li></ul>
  19. 21. Case study – Petříkov, Jeseník Mountains tourism <ul><li>Petříkov – tourist ic destination in the Jesenik Mountains </li></ul><ul><li>One of the famous ski destination in Moravia region (7 ski-lifts) </li></ul><ul><li>5 hotels (3 – 4 stars) </li></ul><ul><li>7 pensions </li></ul><ul><li>10 Bed and breakfast accommodation </li></ul><ul><li>7 restaurants (plus restaurants in the hotels) </li></ul>
  20. 22. Case study – Petříkov, Jeseník Mountains ( touristic destination in the Jesenik Mountains )
  21. 23. Summer bobsleigh track - Petříkov, Jeseník Mountains
  22. 24. Summer bobsleigh track - Petříkov, Jeseník Mountains