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    • 1. Relaunching tourism in Lombardy:A proposal for an “Enogastronomic” Product Club
      Tutors:
      Francesca d’Angella
      Andrea Rossi
      Master in
      Tourism Management
      VIIEdition
      2010-2011
      Authors:
      Mirko Chianesi, Sarah Chow,
      Sara Monfregola*, Martina Placucci, Andrea Scacchioli, Stefania Sossi
      *phase 1
    • 2. summary
      The assigment
      Introduction
      The product club
      • What is a product club?
      • 3. Why a «Enogastronomic» product club?
      • 4. The philosophy
      • 5. Advantages
      • 6. Public and Private members
      • 7. Requirements
      • 8. The interorganizational structure
      • 9. Roles and functions
      The financial structure
      Performance evaluation
      The offering system
    • 10. The Assignment
      Our goals were:
      • To build the organizational structure of the product club;
      • 11. To choose the public and private bodies to involve;
      • 12. To pinpoint the offering system of the product club;
      • 13. To structure the proper financial model of the organization.
      The idea of the product club that we created has to be seen as a pilot test for a further development of this type of tourism organization. If this pilot test will be successful, the LR could think about implementing other product clubs in the future, focused on other tourism offer (e.g. cultural cities, Alps, etc.).
    • 14. introduction
      HOWEVER WE THINK THAT CULTURE IS SOMETHING MORE, ESPECIALLY IN ITALY, WHERE A SIMPLE HABIT (EATING) HAS BEEN TRANSFORMED INTO
      …a way of life.
      Thatiswhy the enogastronomic culture is a goodstartingpointtorelaunchtourism in Lombardy.
      Traditional culture:
      «Culture, … includes knwoledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society» (Tylor, 1871)
    • 15. THE PRODUCT CLUB
    • 16. The product club
      What is a product club?
      A tourism product club is a product development partnership established and led by the tourism industry stakeholders including small- and/or medium-sized companies. The group pools its resources to develop new market ready products or to increase the value of existing ones.
    • 17. The enograstronomic product club
      Ancienttraditionofenogastronomic culture;
      Growthofenogastronomictourism (+60% in 2010 with 5mln€ ofrevenues*);
      Enogastronomicheritageofundisputedvalue;
      Presenceofhigh qualityrestaurantsand culinaryinnovation;
      Itisstrictlyrelatedwith the themeof the 2015 Milan Expo (Feeding the Planet, Energy for Life);
      Based on our 182 websites D-WEB analysis of European Regions, the enogastronomic offer is an important part of Tourism also in the other European Countries (see figure).
    • 18. mission
      The «Enogastronomic» product club of Lombardy region has to link together the main actors of the enogastronomic heritage of the region in order to create a set of tourist activitiesthat lead visitors to discover the area through culinary experiences.
      The product club will be able to create a networkof industries, public and private actors that will join their efforts and their knowledge to offer an unforgettable experience for tourists interestes in the art of food.
    • 19. philosphy and logo
      The «Enogastronomic» P.C. of Lombardy region wants to differentiate itself by offering to its partners quality tourism and marketing services; and to the tourists a range of new experiences. Its aim is to make the tourist discover the terroir of Lombardy through the five senses* while helping to preserve the local enogastronomic traditions.
      ENOGASTRONOMIC
      PRODUCT CLUB
      The logo represents the Lombardy territory, plunged in the enogastronomic culture, symbolized by the colour of the red wine.
    • 20. advantages
      To be present in the map guides, the catalogues and the webiste that will be created. These will be the main promotion tools used by the Product Club;
      The creation of a enogastronomic network that will allow to link more all the production areas;
      To get benefits from the market research and studies that will be held by the Product Club;
      The integration of the enogastronomic offer with other tourism products;
      A core promotion of those rural areas that are not usually included in the main tourism itineraries;
      The opportunity to take part to events of a certain importance that will have a great impact on tourism promotion;
      To be assisted by tourism professionals in the development of tourism packages and promotion;
    • 21. The offering system
      The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and to the tourists (the final clients):
      FOR THE MEMBERS:
      • Periodic reports: related to the members trend, the evaluation of the satisfaction of each product club components.
      • 22. General statistics: on a national and regional level.
      • 23. Marketing&Promotionsupport
      • 24. Professional assistance (training programmes& refresher courses)
    • members
      PUBLIC
      LombardyRegion
      Lombardyprovinces
      ChambersofCommerce
      TourismOfficeslike APT, IAT, EPT
      UNPLI RegionalCommitteforLombardy
      PRIVATE
      • Exhibitions and Local Festivals(i.e. Sagre) organizations,
      • 25. Tourism Consortia for Lombardy,
      • 26. Local and Traditional products and wine Producers Consortia,
      • 27. Territorial associations and others tourism promotion organization of Lombardy,
      • 28. Wines and flavours’ roads Federations of Lombardy
      • 29. Folk, cultural and traditional heritage associations of Lombardy
    • COMPULSORY REQUIREMENTS
      GENERAL
      To be located in the Lombardy Region Territory;
      Tobeabletospeakone or more foreignlanguages;
      To provide brochures, thematic maps and other communication facilities;
      To promote incoming flows of tourists, culture and traditions.
      To organize or participate to exhibitions, festivals and events related to regional enogastronomy.
    • 30. SPECIFIC REQUIREMENTS
      HO.RE.CA.
      Each dish must be prepared utilizing ingredients and local products with DOC/DOCG/STG/IGT/DOP /IGP labels in a percentage of 75%;
      To sell local products with DOC/DOCG/STG/IGT/DOP /IGP labels;
      To be able to offer menus based on traditional recipes even if revised in a modern way;
      To change menus according to the seasonality of local products ;
      The 75% of the total wine offer must be covered by local wines;
      To offer alternative products, like vegetarian, biological and gluten-free food;
      For accomodation and lodging: to be able to provide also additional services.
    • 31. SPECIFIC REQUIREMENTS
      FOR PRODUCERS
      • To produce one or more traditional products – see Annexes/Table 1;
      • 32. To respect the seasonality of the products;
      • 33. To respect the consistency and the traditional method of production processes.
      FOR NEW MEMBERS
      Togive high visibility of the Product Club Logo (pubblished on the menus, brochures, own website, etc);
      To expose in a key point of the structure the whole map of the itineraries and give general information about the P.C.;
      To provide brochures and other facilities in order to make visitors able to achieve the Vision and the Mission of the P.C.;
      To provide monthly report about their activities to the Analysis Department.
    • 34. OrganizationAL structure
      Assembly Members
      Operative Functions
      Marketing & Communication
      Public Sector
      President
      HO.RE.CA.
      Analysis Dep.
      General Manager
      Local Producers
      Finance & Administration
      Tour Operators &
      Travel Agencies
    • 35. MEMBERSHIP COMPOSITION
      * Thisis a membershipcomposedby 63 membersconsideringanaverageof 1-2 participants per province
    • 36. THE FINANCIAL STRUCTURE
    • 37. The financialstructure- expectedrevenues -
      * Private members’feeiscalculated on theircapacity/volumes
      ** From public/private co-participantsnotinvolved in the PC membership
    • 38. The financialstructure- PROSPECTED COSTs -
      Note: Thisfinancialmodelhas been inspired bypre-existentProduct Club budgets.
    • 39. PERFORMANCE EVALUATION
    • 40. Performance evaluation- Product club -
      SEMESTRAL ANALYSIS OF STATISTICS
      The numberof “clicks” in the P.C. website (annually)
      The numberofvisitors in the P.C. area (quarterly)
      SATISFACTION QUESTIONNAIRE
      An annualevaluationofmembers’ satisfactionabout the P.C.
      MEMBERS’ DYNAMICS
      New entrancerequests and exits
      MEDIA COVERAGE
      Press, TV, Radio, Social Media
    • 41. Performance evaluation- MEMBERS -
      SURVEY FOR TOURISTS’ SATISFACTION
      On linequestionnaire
      CustomerSatisfactionforms
      BLIND AND OFFICIAL INSPECTIONS
      Productcertifications
      Facilitiesprovided
      Environmentalquality
      Tocheckif the memberskeep meeting the requirements
    • 42. THE OFFERING SYSTEM
    • 43. THE OFFERING SYSTEM
      The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and to the tourists (the final clients):
      FOR THE TOURISTS:
      • THE RIGHT PROPOSAL FOR DIFFERENT TARGETS
      • 44. ENOGASTRONOMIC ITINERARIES
      • 45. CULINARY WORKSHOPS
      • 46. SINGLE ATTRACTIONS
    • THE OFFERING SYSTEMTO ADDRESS THE RIGHT TARGET
      THE ENOGASTRONOMIC EXPERIENCE
      CAN NOT BE THE SAME FOR EVERYONE!
      IT’S IMPORTANT TO UNDERSTAND
      THE DIFFERENT TOURISTS NEEDS &
      TO ATTRACT THE RIGHT TARGET,
      TO THE RIGHT OFFERING PROPOSAL.
    • 47. YOUNG
      WHO WE WANT TO ATTRACT?
      GREEN TRAVELLER
      LEARNING ITALIAN LIFE STYLE
      LUXURY LOVERS
      SILVER
      MARKET
      IN A HURRY
      FAMILY
      ARTISTIC ESPRIT
      ROMANTIC ESCAPE
    • 48. THE OFFER FOR TOURISTS example)
      CHEESE & WINE TASTING TOUR IN STELVIO NATIONAL PARK (VALTELLINA)
      TARGET: GREEN TRAVELLER
      CULINARY WORKSHOP IN FRANCIA CORTA
      TARGET: LEARNING ITALIAN LIFE STYLE
      A LUXURIOUS ENOGASTRONOMIC EXPERIENCE IN MILAN
      TARGET: LUXURY LOVERS
    • 49. Thank you for your attention!
      Mirko Chianesi, Sarah Chow,
      Sara Monfregola, Martina Placucci,
      Andrea Scacchioli, Stefania Sossi

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