Markus Stebich. Tourism & the Urban environment: elements of a mature city hospitality sector


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Markus Stebich. Tourism & the Urban environment: elements of a mature city hospitality sector

  1. 1. Tourism & the UrbanEnvironment:Elements of a MatureCity Hospitality Sector
  2. 2. Tourism: tʊrĭzəәm n.1: the practice of traveling for leisure, business and other purposes2: the guidance or management of tourists3: a: the promotion or encouragement of touring b: the accommodation of touristsSources: Merriam-Webster Dictionary and World Tourism Organization
  3. 3. Tourism redefined:The EXPERIENCE of travel and everything involved in creating the experience.Tourism developed with the EXPERIENCE as the focal point resonates wih people’s emotions anddesires which are the prime factors in a person’s decision making process. When viewed from the standpoint of the experience, tourism and its development take on a much higher quality and meaning,leading to a greater chance of success.Rocco Fortes Hotel Astoria St. Petersberg
  4. 4. Character & Personality:Understanding theExperiences
  5. 5. PerceptionHow do most non-Russians percieve Russian cities?Red Square and Kremlin
  6. 6. PerceptionHow do most non-Russians percieve Russian cities?
  7. 7. PerceptionHow do most Russians percieve Russian cities?Samara
  8. 8. PerceptionHow do most Russians percieve Russian cities?Moscow
  9. 9. AttractorsIdentify, Create, PromoteArmory Chamber, Kremlin, Moscow
  10. 10. AttractorsIdentify, Create, PromoteSoho Rooms, Ritz-Carlton, Moscow
  11. 11. AttractorsIdentify, Create, PromoteCosmonautics Memorial Museum
  12. 12. AttractorsIdentify, Create, PromoteNizhny Novgorod Kremlin
  13. 13. AttractorsIdentify, Create, PromoteVolkonsky Bakery, Moscow
  14. 14. Attractors Identify, Create, PromoteNizhny Novgorod Kremlin
  15. 15. Marketing:Creating Expectations,Meeting ExpectationsAim Directly at People’sAwareness Level:Awareness Happens viaExperiences
  16. 16. Build It and They Will Come?
  17. 17. Serve & Develop AllSegments:Reducing Risk with Variety &Diversityor“Dont Put All Your Eggs inOne Basket”
  18. 18. Major Segments:a. Internationalb. Nationalc. Regionald. Locale. Businessf. City Resortg. Destinationh. Cultural
  19. 19. Scale:a. Large: Internationalb. Mid-sized: International /Regionalc. Small: Boutique, Specialist,B&B, Informal, Locald. Long Stay & Apartments
  20. 20. Providers:OperatorsDevelopersFinanceDesignDevelop National andRegional Providers to ReduceReliance on Foreign Providersand to Enhance Autehnticity
  21. 21. Infrastructure:a. Physicalb. Economicc. Labor Marketd. Political: Legal / Regulatory / Standards / Securitye. Facilitators: Agents, Tour Operators etc.f. Local ActivitiesSheremetevo Airport
  22. 22. Challenges:“Russias long-term challenges include a shrinking workforce, a high level of corruption, difficulty inaccessing capital for smaller, non-energy companies, and poor infrastructure in need of largeinvestments.”Source: CIA World Factbook
  23. 23. Challenges:“A legacy of Soviet-era infrastructure neglect, oppressive paperwork, high costs, and lack of localmarketing know-how have limited attractiveness of travel to Russia for many foreigners. Despiteimprovements in the first decade since the Soviet breakup, the Russian travel industry continues to behindered by the lack of accommodations and travel-related services that are in accordance withinternational standards. Recent years have witnessed improvements in the quality of services. Inaddition, new programs have been instituted that provide training in hotel and restaurant managementservices. At the same time, new hotel, restaurant, and recreational equipment and expertise havebecome more widely available.”Source: Encyclopedia of the NationsBarvikha Hotel & Spa
  24. 24. Summary:Infrastructure, providers, attractors, marketing and diverse sectors are all key to developing a matureurban tourism sector but focusing on the Experience, on Authenticity and on more National Brands of anInternational Level are needed to make it successful.All segments already exist to a degree. Many are still under-represented and need development.Moscow & St. Petersburg are the furthest developed. Other cities are still lagging behind considerably.More coordination between investors, operators, government and all other facilitators is needed.
  25. 25. Summary:Tourism is first and foremost about people and their experiences while traveling. Tourism, especially tourban centers, is probably the most effective and important activity for connecting cultures andindividuals throughout the world when allowed to develop all its varied facets. It is a force for growth, forunderstanding, for culture and for peace. Fortunately, todays tourism is much more focused on creatingreal and locally connected experiences rather than cookie cutter experiences that have little to do withthe essence or culture of a location, as was too often the case until fairly recently. Because tourism isalso hospitality, which is deeply rooted in many forms in every culture around the world, it can showcasethe best aspects of any culture.Moscva Hotel