TGM Project
Tourism Workshop 1
Value added chain & Marketing Mix
Agenda
 Presentation of participants
 Goals of the workshop
 TGM Project
 Value added chain
– Introduction
– 2 Groupwo...
Goals
Training
– Tourism market
Design
– Value added chain hiking tourism
– Marketing mix hiking tourism
Planning
– imp...
 To organize and improve the efficiency of the
tourism value added chain of Georgia in the
field of hiking and related ac...
BUYERS
Value Added Chain 1
« The Tourists Pipeline »
CUSTOMERS
RAW
MATERIALS
SALEDISTRIBUTIONTRANSFORMATION
SUPPLIERS
Ins...
Value Added Chain 2
Tour Operators
abroad
Tour Operators
Tbilisi
Local
Consolidators
Money
Services
Service
Providers
Tour...
Value Added Chain 3
TOURIST
TOUR OPERATORS/WEB
COUNTRY AGENTS
SUB AGENTS
SERVICE PROVIDERS
• lodging
• food
• entertainmen...
Value Added Chain 4 – Ex. Pamirs
Inter-Assist 2003
Proposed Detailed Value Added Chain
TOURISTS
TOUROPERATORSABROAD
AGENTS...
Value Added Chain 5 – Draft BVB
Money flows
INTERNETWEB2.0
COMMUNITIES
Service flows
TOURISTS
TOUROPERATORSABROAD
TOUROPER...
Value Added Chain 6 - Incoming
Local consolidator
ELCANA
Accueil paysan
Pan Parks Acomodation
Hosting Networks
Others
Othe...
Value Added Chain 7
 Groupwork 1 – MIX groups
– List actual groups of actors of the Georgian
tourism Value Added Chain on...
Value Added Chain 8
Groupwork 2 - MAX groups
– Identify for each group of actors the
services proposed and needs
– Is som...
Marketing Mix 1
The « Tourists Pump »
PRODUCTS
PRICE
PLACE
PROMOTION
Marketing Mix 2
Starting from what you have and will have
 Natural resources, culture and buildings
 Trails network
 Gu...
Marketing Mix 3
Define your target tourists and priorities
 Georgians
– Adults, families
– Schools, students
 Foreigners...
Marketing Mix 4
Define products and services you will offer
 Tours for groups and individuals
– Standard
– On demand
 Ac...
Marketing Mix 5
Determine the prices
Calculation forms
– From individual service provider
– To global product
Conditions...
Marketing Mix 6
Define how you’ll bring the people to the products
(Place)
Sales network
– Tour Operators locally, in Tbi...
Marketing Mix 7
Define how will you promote your products
 Tour proposals (detailed descriptions)
 Leaflets / pamphlets ...
Internet web 2.0 communities
 http://earth.google.com
 www.wikipedia.com
 www.flickr.com (pictures)
 www.myspace.com, ...
Interesting web services
 www.accueil-paysan.com
 Google Alerts
 Communication for free
– Telephone, conferences, chat ...
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Tourism added value chain and marketing mix

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Tourism added value chain and marketing mix

  1. 1. TGM Project Tourism Workshop 1 Value added chain & Marketing Mix
  2. 2. Agenda  Presentation of participants  Goals of the workshop  TGM Project  Value added chain – Introduction – 2 Groupworks  Marketing Mix – Groupwork  Organisation of the follow up
  3. 3. Goals Training – Tourism market Design – Value added chain hiking tourism – Marketing mix hiking tourism Planning – implementation Other expectations ?
  4. 4.  To organize and improve the efficiency of the tourism value added chain of Georgia in the field of hiking and related activities like biking, starting from the pilot region of Borjomi-Vardzia-Bakuriani.  Trails  Guides  Market TGM Project T G M
  5. 5. BUYERS Value Added Chain 1 « The Tourists Pipeline » CUSTOMERS RAW MATERIALS SALEDISTRIBUTIONTRANSFORMATION SUPPLIERS Institutions
  6. 6. Value Added Chain 2 Tour Operators abroad Tour Operators Tbilisi Local Consolidators Money Services Service Providers Tourists
  7. 7. Value Added Chain 3 TOURIST TOUR OPERATORS/WEB COUNTRY AGENTS SUB AGENTS SERVICE PROVIDERS • lodging • food • entertainment • guiding • administrative matters • health • rescue • … Professionalside Touristsside
  8. 8. Value Added Chain 4 – Ex. Pamirs Inter-Assist 2003 Proposed Detailed Value Added Chain TOURISTS TOUROPERATORSABROAD AGENTSDUSHANBE AGENTSKHOROG INFORMATION CENTER DUSHANBE INFORMATION CENTER KHOROG VILLAGE ORGANIZATIONS SERVICEPROVIDERS ACTED MURGAB ECOTOURISM COOPERATIVE GBAO’S ASSOCIATION OF SERVICE PROVIDERS AUTHORITIES, ADMINISTRATION INFRASTRUCTURES POTENTIALS MSDSP INTERNATIONAL CONSULTANTS INTER-ASSIST DONORS NETWORK DISTRICT COMMISSIONS
  9. 9. Value Added Chain 5 – Draft BVB Money flows INTERNETWEB2.0 COMMUNITIES Service flows TOURISTS TOUROPERATORSABROAD TOUROPERATORSTBILISI LOCALCONSOLIDATORS GUIDES AUTHORITIES, ADMINISTRATION INFRASTRUCTURES TERRITORY AGENCIESABROAD DONORSFDDM PARTNERS OTHER PROJECTS HOSTSAGROINDSTRY TOURISTINFORMATIONCENTRES PARTNERS
  10. 10. Value Added Chain 6 - Incoming Local consolidator ELCANA Accueil paysan Pan Parks Acomodation Hosting Networks Others Other Service Providers FoodBDP-Borjomi Project Guides Borjomi National Park Tourism Information Offices Tourism Department Tour operators Tbilissi Tour operators abroad Tourists CENN Bakuriani
  11. 11. Value Added Chain 7  Groupwork 1 – MIX groups – List actual groups of actors of the Georgian tourism Value Added Chain on colour papers – Draw the actual Value Added Chain for the BVB Destination - How do your tourists come to BVB ? – Which companies and institutions are helping them ? – Is something missing ? – Write it on colour paper – How could the situation be improved ? – Complete the chain – Restitution Your tools
  12. 12. Value Added Chain 8 Groupwork 2 - MAX groups – Identify for each group of actors the services proposed and needs – Is something missing or redondant ? – Write on colour papers – How could the situation be improved ? – Restitution MY INSTITUTION BUYERSSUPPLIERS
  13. 13. Marketing Mix 1 The « Tourists Pump » PRODUCTS PRICE PLACE PROMOTION
  14. 14. Marketing Mix 2 Starting from what you have and will have  Natural resources, culture and buildings  Trails network  Guides network  Hosts network  Value added chains – Tourism – Agroindustry – Handicrafts – …
  15. 15. Marketing Mix 3 Define your target tourists and priorities  Georgians – Adults, families – Schools, students  Foreigners – Expatriates – Incoming tourists  Communities of practice – Hikers – Birdwatchers – … International visitors statistics 2005 1. Azerbaijan (153’467) 2. Turkey (109’796) 3. Armenia (97’078) 4. Russia (90’075) 5. USA (12’928) 6. Ukraine (12’376) 7. Greece (7076) 8. UK (6677) 9. Israel (6310) 10. Iran (5033) 11. France (3975) 12. Netherlands (3089) 13. Italy (2721)
  16. 16. Marketing Mix 4 Define products and services you will offer  Tours for groups and individuals – Standard – On demand  Activities – Food and lodging – Hiking (guides) – Entertainment – Visits – Shopping  Information offices Who offers what ?
  17. 17. Marketing Mix 5 Determine the prices Calculation forms – From individual service provider – To global product Conditions of success – Cover at least the costs – Correspond to what the market is ready to pay
  18. 18. Marketing Mix 6 Define how you’ll bring the people to the products (Place) Sales network – Tour Operators locally, in Tbilissi and abroad – Local consolidators – Hosts – Guides Logistics – Transport companies – Trails
  19. 19. Marketing Mix 7 Define how will you promote your products  Tour proposals (detailed descriptions)  Leaflets / pamphlets / flyers  Homepages – Own – Others  PR : Articles, videos – Media – Guidebooks, « Paper 2.0 » like Lonely Planet, … – Books – Web 2.0 communities  Department of Resorts and Tourism – Fairs and workshops – Journalists trips – Tour Operators trips
  20. 20. Internet web 2.0 communities  http://earth.google.com  www.wikipedia.com  www.flickr.com (pictures)  www.myspace.com, www.dailymotion.com (videos)  www.tripadvisor.com, www.world66.com, www.virtualtraveller.com, www.venere.com  … The only limit is your imagination !
  21. 21. Interesting web services  www.accueil-paysan.com  Google Alerts  Communication for free – Telephone, conferences, chat : www.skype.com, Microsoft Live Messenger, Yahoo, Google, … – Discussion groups : http://groups.google.com, Microsoft Messenger live – Blogs : www.blogger.com, … – …
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