Consulng	  project	           ‘ImplementaGon	  of	  Performance	  Measurement	  pracGces	  in	  Grasse’                   ...
   Project	  purpose	  and	  objecGves	        To	  idenfy	  performance	  measurement	  tools	  for	  the	  Tourist	  O...
Stakeholder	  interacGon	  Objecves	                                        	  Acons       ✓Convince	  and	  engage	  ac...
Economic	  performance	  measurement	  Objecves	                                              	  Requirements	       ✓Cr...
Measuring	  markeGng	  performance	                                                                 Goals                 ...
Measuring	  visitor	  saGsfacGon                    Monitoring	  and	  idenfying	  trends             	     Assessing	  th...
Face-­‐to-­‐face	  interviews 2	  trainees	  as	  interviewers WHO:	  Inbound	  and	  domesc	  tourists WHEN:	  August	...
Conclusion Structured	  working	  method	  to	  centralise	  	  informaon	  and	  start	    monitoring	  performance. 	 ...
Thank	  you	  for	  your	  a]enGonSpecial	  thanks	  to	  the	  Grasse	  Tourism	  Office	  team	  for	  its	  availability,...
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Analysis of performance measurement tools for destinations and implications for the Tourist Office of Grasse

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This consulting project carried out by MSc Tourism Management students at Skema Business School aims at helping Grasse's Tourism Office in analysing its activities and puting in place performance measurement tools that set the scene for a sustainable growth.

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Analysis of performance measurement tools for destinations and implications for the Tourist Office of Grasse

  1. 1. Consulng  project   ‘ImplementaGon  of  Performance  Measurement  pracGces  in  Grasse’ Client:  Grasse  Tourism  OfficeLana  Albrieux  -­‐  Sophie  Bellando  -­‐  Raphaël  Chiappero  -­‐  Jessica  Dahbi  -­‐  Caroline  Giraud    Diana  Korner  -­‐  Vanessa  Morales  Zelius  -­‐  Nina  Phanatzis
  2. 2.  Project  purpose  and  objecGves    To  idenfy  performance  measurement  tools  for  the  Tourist  Office  of  Grasse  and  elaborate   acon  plan Our  recommendaGons  Based  on  four  major  determinants  of  desnaons  success:  economic  performance,   markeng  performance,  visitor  experience  and  stakeholder  interacon  Holisc  campaign  focusing  on  producvity,  addressing  all  stakeholders Goals  of  the  campaign:  “2013:  Grasse´s  focus  on  producGvity”    Strong  brand  and  cohesion  of  community  Evaluaon  of  visitor  experience  Increase  in  number  of  visitors
  3. 3. Stakeholder  interacGon  Objecves     Acons ✓Convince  and  engage  actors  to   ✓  Public-­‐private  partnerships parcipate  in  a  long  term  plan ✓  Set  stakeholders  in  the  centre  of   ✓Carry  out  iniaves  that  are   all  markeng  acons specific  and  measurable ✓  Deliver  accurate  results  and   ✓Track  the  acvies  and  be   improve  reporng accountable  for  goals  Concept   Opportunies ✓Rewards  philosophy ✓  Tourist  sasfacon  research ✓“Crowdsourcing” ✓“Grasse  Essenals”     ✓  Funicular  
  4. 4. Economic  performance  measurement  Objecves     Requirements   ✓Create  a  tool  easy  to  use,  not   ✓Grasse  TO    should  centralize  the   expensive  and  not  me  consuming informaon ✓Obtain  an  accurate  database  of  all   ✓Involvement  of  all  the   the  relevant  economic  indicators   stakeholders ✓Provide  monthly  report  and  axis   of  improvement     Recommendaons    Concept   ✓Develop  a  chart  to  ensure   transparency  and  involvement ✓  Online  collaboraon  –  Google  doc ✓Plan  monthly  meengs  (video) ✓Excel  sheet  accessible  and   ✓Implementaon  of  a  praccal   modifiable  from  all  the  stakeholders assistance  cell  the  3  first  months
  5. 5. Measuring  markeGng  performance   Goals Acon  planRECOMMENDATIONS    Increase:    Track  website  acvity • website  traffic E-­‐Promoon  E-­‐newsleJer  performance • E-­‐newsleJers  aJracveness  Measure  interacon  level  in  Facebook • Facebook  fans  Maximize  presence  at  exhibions/ trade  shows  Concentrate  on  the  most  performing  events  Use  the  Ambassadors  program  as  a    Ambassador’s  focus  group Promoon barometer  Get  feedback  and  data  base  Enhance  networking  efficiency    Promote  partnerships  possibilies (“Animaon  du  réseau”)  Refine  the  reporng  system Media    Increase  stakeholder’s  visibility  in    Evaluate  the  aJracveness  of  the   coverage the  media desnaon  Evaluate  the  menons  of  stakeholders  New  product  development:  creaon  of  a    Internal:  create  a  tourism  cluster “Grasse  Essenals”   Partnerships  External:  increase  TOs  offer  of    Create  a  list  with  best  perfoming  TOs  to   Grasse promote  wider  collaboraon
  6. 6. Measuring  visitor  saGsfacGon Monitoring  and  idenfying  trends   Assessing  the  quality  of  facilies,  services  and  levels  of   visitor  sasfacon Knowing  the  reasons  for  vising  Grasse  and  examining  tOBJECTIVES proporon  of  return Highlighng  the  image  associated  with  Grasse Analyzing  customers  comments     Idenfying  visitor  profiles Face-­‐to-­‐face  and  online  surveys
  7. 7. Face-­‐to-­‐face  interviews 2  trainees  as  interviewers WHO:  Inbound  and  domesc  tourists WHEN:  August  for  the  summer  survey  and  aer  the     Expo  Rose  event  for  the  lower  season WHERE:  At  high-­‐traffic  areas  in  GrasseOnline  quesGonnaire Directly:  Mailing  list  from  the  Tourist  Office  Regular  emailing  campaigns  to  tourists  who  visited  the  office Indirectly:  Through  partners  of  the  Tourist  Office  Giving  them  access  to  results  and  possibility  to  add  own  set   of  quesons Usage  of  Google  Docs  for  concepon  and  result  tracking  of   quesonnaire
  8. 8. Conclusion Structured  working  method  to  centralise    informaon  and  start   monitoring  performance.  Stakeholders  collaboraon  is  fundamental Google  Docs  tool  is  helpful  to  collect  and  transfer  informaon   Second  phase:  implementaon  of  an  Extranet
  9. 9. Thank  you  for  your  a]enGonSpecial  thanks  to  the  Grasse  Tourism  Office  team  for  its  availability,  disposiGon  and   contribuGon  to  this  project

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