Innovation in T ourism Based Services Rural D evelopment in Tourism
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Transcript of Innovation in T ourism Based Services Rural D evelopment in Tourism
Innovation in Tourism Based ServicesRural Development in Tourism
www.tuzvo.sk
Ing. Magdalena Pichlerova, PhD.Department of Landscape Planning and Design
Faculty of Ecology and Environment
Technical University in Zvolen
Innovation in Tourism Based Services – Rural Development in Tourism
- PhD. in Ecology
- teacher, researcher and vice-dean for foreign affairs and development at the FEES
- nomination project „Beech Primeval Forests Of the Carpathians“ inscribed
on the List of UNESCO WNH in 2007
- project of the Foreign Commonwealth Office – dynamic visualization of the landscape
- invitation to the Highgrove Arboretum by Prince of Wales, initiative of elm introduction
About me
Innovation in Tourism Based Services – Rural Development in Tourism
Innovation in Tourism Based Services – Rural Development in Tourism
Man is a being that constantly transforms the landscape: it is the only species that
changes his living space purposely for no other reason
than to satisfy his aesthetic delights.
(Nan Fairbrother - The Nature of Landscape Design, 1974)
Innovation in Tourism Based Services – Rural Development in Tourism
Lecture overview
Factors affecting tourism and nature tourism enterprises
history
present
future
History and perception of rural areas
New products and their quality
Rural areas and landscape potential for tourism
Characteristics of tourism services
Innovation in Tourism Based Services – Rural Development in Tourism
year No. of inhabitants in mil.
share of urban inhabitants in mil. in %
1800 978 27 3,01850 1,171 75 6,41900 1,650 219 13,61950 2,485 704 28,21970 3,636 1,352 37,11980 4,453 1,776 39,91990 5,248 2,286 43,62000 6,079 2,952 48,2
The development of urban inhabitants through 1800–2000
- city – our living space for several centuries- Homo sapiens – cca 100 000 years ago- the oldest paintings – cca 25 000 years ago
Innovation in Tourism Based Services – Rural Development in Tourism
- shift in genome of human since primeval ages is negligible – man is primary a cultural being
- Homo erectus – Africa, Asia – Europe, evolution (pickers, hunters, neolitic agricultural revolution) – man is becoming a set mechanizm in ecosystem – the responsibility for landscape
Innovation in Tourism Based Services – Rural Development in Tourism
- 3 development stages of man – environment conditions relation
1st era 3rd era2nd era- fight for existence - man gradually
empowers nature to the degree depending upon
his knowledge of production (tools),
- nature exploatation →
- era of one-way use of resources
- era of universal man development
Innovation in Tourism Based Services – Rural Development in Tourism
human experience
living in landscape (nature)
(fixed in humankind genome)
man – a part of ecosystem
landscape = home
landscape = a place where we stop by sometimes
man – managing ecosystem
Innovation in Tourism Based Services – Rural Development in Tourism
- tourism recorded the greatest development with urbanization and with development of such work that is not directly connected with earth – people indirectly searching the reunion with nature
- sport, stress elimination from a big city life – escape from the city, clean air, connection with nature, enjoying sceneries, fishing, relax, . . .
Innovation in Tourism Based Services – Rural Development in Tourism
Löw, J., Míchal, I., 2003
Innovation in Tourism Based Services – Rural Development in Tourism
• untached nature• bare land, uncultivated, uninhabited
• part of a garden or natural reservation
• strict natural preserve, the area of intact nature, left for the purposes of research and to protect intact nature (def. IUCN)
• „garden“• the result of cooperation between a farmer and nature
• a synonym of unforested land
• fortress?, market place?• centers of secular and spiritual power
• market with relics• place for crafts
Innovation in Tourism Based Services – Rural Development in Tourism
- nowadays the aesthetic values of the landscape and human relation towards landscape depends on (changes approx. twice in our lifetime):
cultural background
history
life cycles of individuals
status at the division of labor / work
social status
inherited and gained attitude ...
Innovation in Tourism Based Services – Rural Development in Tourism
Innovation in Tourism Based Services – Rural Development in Tourism
rural area - an area outside of cities and towns
country, back country, backwoods, boondocks, hinterland - a remote and
undeveloped area
farming area, farmland - a rural area where farming is practiced
geographic area, geographic region, geographical area, geographical region
- a demarcated area of the Earth
grazing land, ley, pasture, pastureland, lea - a field covered with grass or
herbage and suitable for grazing by livestock
countryside - rural regions
scrubland - an uncultivated region covered with scrub vegetation
weald - an area of open or forested country
wold - a tract of open rolling country (especially upland)
populated area, urban area - a geographical area constituting a city or town
Agricultural land
Forests
natural environment
Water areas
flows
city
Industry
core
Innovation in Tourism Based Services – Rural Development in Tourism
rural area
country
farmland
grazing land
countryside
scrubland weald
wold
urban area
- potential of the place – a motivation to visit a destination- services and the potential create a tourism product- while creating the product following steps can be observed:
step1: market research – depends on what are the tourists interest,
step 2: planning and creation of the product – a package of suitable
products can be created, the structure of the product,
step 3: communication – orientation of the product towards costumers,
step 4: determination of the price – the value is assigned,
step 5: distribution – distribution organization and propagation of the
product, commercialization.
Innovation in Tourism Based Services – Rural Development in Tourism
Natural potential
relief of the landscape geomorphological relief climate waters fauna flora
Innovation in Tourism Based Services – Rural Development in Tourism
depends on
Cultural potential
Innovation in Tourism Based Services – Rural Development in Tourism
depends on
cultural-historical remains
(cultural facilities, cultural events, sport events)
Innovation in Tourism Based Services – Rural Development in Tourism
Factors affecting recreation and nature tourism enterprises
Natural and socio-economic factors
Simpson, M., Pichler, V., Martin, S., Brouwer, R., 2009
Factors related to the population size and density
Factors associated with landownership, knowledge, skills and attitudes
Factors linked to conservation, protected areas and diversification
Factors associated with co-operation, partnership working or competition and funding
Factors connected with legislation, regulation and public awareness
attractiveness
LandscapeRural areas
safety
landscape „image“ (brand)
story
culture (history)
accessability
atractivity
- what is attractive ?
- lowlands with broad river beds versus high mountain ranges with rugged terrain
- landscape with a high heterogenity
Innovation in Tourism Based Services – Rural Development in Tourism
Innovation in Tourism Based Services – Rural Development in Tourism
culture (history)
- culture of a certain place reflects its
historical development
- the place has the information on
custums, typical crafts, traditions,
language - genius loci, the spirit of a place
(evokes a certain feelings of the visitor)
- natural bariers
Dominant natural bariers
Innovation in Tourism Based Services – Rural Development in Tourism
„image“
- a „key word“ that characterizes a certain place
- every significant characteristic that influences the selection of the destination to be visited
Interior of the forest in the Small Carpathians
Innovation in Tourism Based Services – Rural Development in Tourism
Hungary
France
USA
Czech republic
Netherlands
GreeceEgypt
story
- visitor can find his way better in a place his is more familiar with, he has some basic information on-the way of interpretation
Innovation in Tourism Based Services – Rural Development in Tourism
- stories and myths
accessability
- one of the main assumptions for tourism development
- generally: I will not go to the places I can not get to, EXCEPT the target group that looks
for adventure)
Innovation in Tourism Based Services – Rural Development in Tourism
- more important over past few years
- target group: families, seniors (for them the safety is the top-priority request)
Innovation in Tourism Based Services – Rural Development in Tourism
safety
exploration
decline
involvement
revivalconsolidation
stagnation
development
time
No.
of v
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EXPLORATION
- exploration of the area
- No. of visitors is small
- visitors are willing to accomodate to
local conditions (language, culture,
etc.)
- no commercial acgtivities are
organised
- visitors are welcomed
- influence upon social environment is
small, visitor is considered a guest
Innovation in Tourism Based Services – Rural Development in Tourism
- increasing No. of visitors
- increased influence upon local
communities
- local inhabitants start to offer
services (accommodation) and finds
out about the economical
advantages
Innovation in Tourism Based Services – Rural Development in Tourism
INVOLVEMENT
- way towards commercialization is opened
- relation guest – host changed to client – service provider
- attractivity and popularity of
the place results into increase of
No. of visitors
- the area is becoming a tourist
attraction in a real sense
- changes in the spatial structure
of the place
- visiting the place is a
commercial activity
Innovation in Tourism Based Services – Rural Development in Tourism
DEVELOPMENT
- No. of visitors stabilizes
- the attractivity of the place („boom“) gradually decreases
- entrepreneurs are oriented more on widening their services or they even
lower the prices to attract more (or new) clients
- need for innovation and new products
Innovation in Tourism Based Services – Rural Development in Tourism
CONSOLIDATION AND STAGNATION
Innovation in Tourism Based Services – Rural Development in Tourism
DECLINE
- loss of interest in the place, it is becoming more uniform and less attractive
- devastation of the environment of the place (erosion, deterioration of
buildings, etc.)
BUT- overcoming the stagnation may result in further development of the place
leading to its . . .
REVIVAL
Innovation in Tourism Based Services – Rural Development in Tourism
Innovation in Tourism Based Services – Rural Development in Tourism
- visiting or living in (missions) – a real knowledge versus building a biography
Having knowledge of the culture of the place visited
- over the past 150 yrs people have become aware that everything moves
- attracting tourists – ecotourism versus adventure tourism
• need for speed and need for thrills
- dates back to the early 19th century
- 1820: coal mine in the U.S. was opened for tourism – gravity operated train
-1842: Thomas Cook Tours – package tours – encouraging tourism and enjoyment of the natural environment
-1869: Pacific Railroad – a journey around the world may be possible in 80 days
Innovation in Tourism Based Services – Rural Development in Tourism
• tourist tales
- tourist experience and time (memory)- evidence: postcards, videos, saved ephemera (entry tickets, season passes, ...), souvenirs,
etc.- vacation adventures becomes stories in which the teller owns the experience- „ Been there, done that ! “
Jost Krippendorf (1938-2003), tourism professor and researcher at the University of Bern, Switzerland; one of the founders of the sustainable tourism.
„When people travel, they experience more freedom, have more contact with nature and with other people and generally have a more interesting time than usual. All of these things represent a gain compared to a normal life and can help reduce life's shortcomings at least temporarily....
.... many brief moments produce the feeling of satisfaction during the holidays“.
Jost Krippendorf
Innovation in Tourism Based Services – Rural Development in Tourism
• how to be a legend and the biography of the tourist
- recounted experiences dissolve into family history and legend- the story of the individual's experience shifts to a story of family member's adventures- family legend: the collective family saga summarizing the activities and achievements of
family members
Innovation in Tourism Based Services – Rural Development in Tourism
Forest tourism – a remediation to the accelerated sublime issue ?
Innovation in Tourism Based Services – Rural Development in Tourism
Innovation in Tourism Based Services – Rural Development in Tourism
Little Red Riding Hood
Rotkäpchen
Punahilkka
Capuccetto Rosso
Scufița Roșie
Červená Čiapočka
The story of
• cultural and historical contexts
– Herodotus (country full of bees...)– Tacitus (Hercynean forest...)– Origenes (trees in us, symbols ...)– St. Bernard from Clairvaux (you will never learn in school...)– Simon Schama, Ethan Matt Kavaler (Arboreal Gothic)– Czeslaw Milosz, Mateolli and many others
(inspiration)
Innovation in Tourism Based Services – Rural Development in Tourism
• wilderness • impressions (aesthetical, imaginative,...)
Innovation in Tourism Based Services – Rural Development in Tourism
- extreme dimensions - structured appearance (monodominant or mixed)
Innovation in Tourism Based Services – Rural Development in Tourism
• learning, science(example of specialized tourism – scientific, interpretative)
Innovation in Tourism Based Services – Rural Development in Tourism
The poll carried out in 2000 immediately prior to the visit of the Prince of Wales to Badín Primeval Forest showed that 4% of adults taking part in the poll were able to name a primeval forest in Slovakia (a large majority of them mentioned the Dobroč Primeval Forest).
Innovation in Tourism Based Services – Rural Development in Tourism
1) European Diploma Award; 2) Green diplomacy (media coverage); 3) Open-air forestry museum + proxy trail opening; 4) World Heritage List inscription
1994 1996 1998 2000 2002 2004 2006 2008
Year
200
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600
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Innovation in Tourism Based Services – Rural Development in Tourism
Possible overexposure issue solved by a proxy trail
www.poznajachran.sk/mojchodnik
Innovation in Tourism Based Services – Rural Development in Tourism
Forests / trees – a key landscape component
Innovation in Tourism Based Services – Rural Development in Tourism
Innovation in Tourism Based Services – Rural Development in Tourism
Inner environs of tourism business
marketing Ø cie?ové
Ø požiadavky
Ø produkt
Ø kvalita produktu
Ø požiadavky
Ø produkt
Ø kvalita produktu
Ø
costumers
TB target groups – costumersdemands
co-operation competition
productproduct quality
offer
- destination does not have to necessary offer „everything“ and to „everybody“- depends on the target goup, what are its requiremetns
- measure that synchronizes interest within the destination- it should secure a succes in the destination place- the system of co-operation and co-ordination of stakeholeders that ensures the co-ordinate use of their primary and secondary offer
Innovation in Tourism Based Services – Rural Development in Tourism
Destination
Co-operative management
- one of the important characteristics for the product to be wanted is its QUALITY- consumer is satisfied getting the value for the money- the result, whether consumer is satisfied or not depends on the difference between the reality and expectations:
reality > expectations = very satisfied reality = expectations = satisfied, but considering it normal reality < expectations = unsatisfied
- expectations might be influenced by info gained before (own experience, experience of friend, relatives, information materials, web, newspapers, .....- but also by prices
~ quality does not necessary be an equivalent of luxury ~
Innovation in Tourism Based Services – Rural Development in Tourism
- the experience of the costumer can be explained using the model of „value chain“
- the worst service influences the final satisfaction of the costumer
- each ring of the chain is important
Innovation in Tourism Based Services – Rural Development in Tourism
Image before
Infobefore
Reserva-tion
Infobefore
Infobefore
Infobefore
Contact after and
memo-reis
leaving Infra-structure
Attra-ctions
Places to eat
Places to stay
- quality of the product (service) always depends on the employee - psychology of the employee can be characterised as follows:
„my enterprise and me want to serve our guests“
costumer employeerelation
satisfied or unsatisfie
Personality of the employee
Innovation in Tourism Based Services – Rural Development in Tourism
„Oh, very funny! We´d still like some, however it´s pronounced.“
Innovation in Tourism Based Services – Rural Development in Tourism
Innovation in Tourism Based Services – Rural Development in Tourism
“People search for places where they can rest: rural country, seaside, mountains”
Marcus Aurelius – Ta eis heauton (Thoughts to myself - Meditations)
Thank you for your
attention !