INNOVATIVE APPROACH TO TOURIST PRODUCT DEVELOPMENT

INNOVATIVE APPROACH TO TOURIST PRODUCT
DEVELOPMENT: Best Business Practices for Crisis
Prof. Dr. ARMANDO DE LUCAS
WORLD TOURISM ORGANIZATION - UNWTO
MADRID COMPLUTENSE UNIVERSITY - UCM
Innovative Approach to Tourist Product Development
From …
the economy of “abundance”
to …
the economy of “austerity”…
Innovative Approach to Tourist Product Development
…The Tourism will still beeing
THE TOURISM.
“ To know what is right and not to do it is
the worst cowardice. ”
Confucius
THE ISSUES
Innovative Approach to Tourist Product Development
TOURISM POLICY PARADOX
TOURISM POLICY
AMBICIOUS GOALS
TOURISM POLICY
MEAGER INSTRUMENTS
Innovative Approach to Tourist Product Development
TOURISM POLICY IN A CRISIS CONTEXT
➚ Financial Threats and Opportunities
➚ Economic Threats and Opportunities
➚ Institutional Threats and Opportunities
Innovative Approach to Tourist Product Development
TOURISM POLICY IN THE XXI CENTURY
CRISIS OR NOT…
…TOURISM
IS A BUSINESS
TOURISM
AS A BUSINESS
+
A PUBLIC
MACROMANAGEMENT
INSTRUMENT
+
GOVERNANCE
Innovative Approach to Tourist Product Development
TRANSVERSAL ISSUES
CLIMATE CHANGE SUSTAINABILITY
TOURISM
G
DEVELOPMENT
INT’ FAIRNESS
RE-ESTRUCTURING TOURISM POLICY AND GOVERNANCE
Innovative Approach to Tourist Product Development
TOURISM
TOURISM POLICY
POLICY
SECTORIAL
SECTORIAL POLICY
POLICY
TRANSVERSAL
TRANSVERSAL POLICY
POLICY
Objective: Improve
competitiveness
conditions of the
tourism sector.
Tourism: Activity that
involves the whole
economy. It shares
objectives with the
Public Policies:
welfare, employment…
THE OBJECTIVES
Innovative Approach to Tourist Product Development
AS A SECTORIAL PUBLIC POLICY
•Strategic positioning
•Quality
•Creation of added value
AS A TRANSVERSAL PUBLIC POLICY
•Stability
•Efficiency
•Redistribution of added values
INSTRUMENTAL OBJECTIVES
•Planning
•Promotion
•Macromanagement
THE INSTRUMENTS...
... IN TIMES OF CRISIS
Innovative Approach to Tourist Product Development
TOURISM POLICY SECTORAL ISSUES
POSITIONING:
(STRATEGY)
MANAGEMENT:
(QUALITY)
RE-ENGINEERING:
(EFFICIENCY)
STRATEGIES
INFORMATION
COORDINATION
ENVIRONMENT
INNOVATION
TECHNOLOGY
HUMAN CAPITAL
INVESTMENTS
FEED BACK
IDENTIFYING PROCESSES
ALTERNATIVE
DEFINITION OF PROCESSES EVALUATION OF
PROCESSES
ESTABLISHING BEST
PRACTICES
IMPLEMENTATION
FEED BACK
Innovative Approach to Tourist Product Development
OBJECTIVES AND INSTRUMENTS OF TOURISM POLICY
TOURISM
POLICY
FINAL
OBJECTIVES
TOURISM
POLICY
FINAL
OBJECTIVES
INSTRUMENTAL
INSTRUMENTAL OBJECTIVES
OBJECTIVES -- LEVEL
LEVEL 11
INSTRUMENTAL
INSTRUMENTAL OBJECTIVES
OBJECTIVES -- LEVEL
LEVEL 22
INSTRUMENTS
INSTRUMENTS
MEASURES
MEASURES
ACTIONS
ACTIONS
Innovative Approach to Tourist Product Development
KRIPPENDORF CHART
Tourism Policy Plan
Final Objective
Instrumental
obj. level1
Social Objectives
Economic Objectives
Environm. Objectives
Instrumental
obj. level2
Improve life quality of
involved actors
Competitive/profitable
tourism sector
Cultural & environment.
friendly
Tourism quality
improvement
Tourism I + D
Preserve natural and
urban environment
Education and training
in tourism
Consumer protection
Information
improvement
Improvement human
capital
Supply diversification
Promotion and
commercialization
Entrepreneurial fabric
Infrastructures improv.
Preserve traditions and
cultural roots
Preserve traditions and
cultural roots
THE INSTRUMENTAL POLICIES
Innovative Approach to Tourist Product Development
TOURISM POLICY AS A TRANSVERSAL POLICY
TOURISM
TOURISM POLICY
POLICY
AS
AS A
A TRANSVERSAL
TRANSVERSAL POLICY
POLICY
Common instruments
with other Public
Policies
Monetary instr.
Fiscal instr.
Knowledge Management instr.
Innovative Approach to Tourist Product Development
KNOWLEDGE MANAGEMENT POLICIES
ISSUES OF
SPEED
EFFICIENCY
FAIRNESS
OF INSTRUMENTS
Tourism Labor and Knowledge Observatories
Innovation
Education and Training
Voluntary & Enforced Standards
Norms
DEMAND & SUPPLIES
POLICIES
*THE BEST PRACTICES
Innovative Approach to Tourist Product Development
DEMAND POLICIES
➚ From flows information to inform on value added
➚ Co-management and governance
➚ Quality before quantity
➚ Economies of scale in marketing → Agreements, publicpublic partnerships, public-private partnerships
➚ Focused on final consumer
➚ From generic brands to prestige brands
➚ New role of intermediaries
Innovative Approach to Tourist Product Development
SUPPLY POLICIES
➚ “Catalogue” – reduce oversupplies
➚ Repositioning – Restructuring
➚ Broadening – Diversifying – Relabeling
➚ Redefining complementary offer (attractors and services)
➚ Deep changes in transport logistics. Control
➚ From tourism destination to clusters concept
➚ Tourism brands: Improvement of contents &
standardization
Innovative Approach to Tourist Product Development
TRANSVERSAL ACTIONS IN CRISIS CONTEXT
➚ From the economy of “abundance” to the economy of
“austerity”
➚ Accessibility strategies. Economies proximity
➚ Supply control and restructuring
➚ From quality to exceeding expectations, surprise, reinvent,
innovate
➚ Business management new culture → Value chain/network
… As Confucius said
…What can we do?
Innovative Approach to Tourist Product Development
1. Local Economy and International Relationship
2. Social References of the destinations.
3. The Product Quality and his Touristic
Ressources
4. Image Focus and Positionning
These 4 items turn complexe the Touristic PRODUCT
and the OFFER systems
Innovative Approach to Tourist Product Development
z
z
z
z
Internet and the new infotechnologies are the
revolution
Nowadays any product can’t admit not having a
website
If you don't have I+TP you don't exist in the
MARKET
This principal vantage is a cheap cost for a big
spread in crisis time for the Tourism Industry
Innovative Approach to Tourist Product Development
¾
4 S's Tourism
¾
¾
¾
3 L's Tourism
¾
¾
¾
SUN
SEA
SAND
SEX
It's a main market during
summer holidays
LANDSCAPE 2nd vacations (short
LEISURE
weekends) during the year
LEARNING
Innovative Approach to Tourist Product Development
¾
Our objective is The Tourism Product
Development.
For
Example:
• Great Capitals
• Metropolis
• Historic Wall Cities
• Interesting Areas
• Historic Capitals
• Entert. Tourism Dests.
Paris
N.York – Tokio
Dubrovnik – Carcassone (Fr)
Oxford – Cambridge - London
Rome – Venice – Seville
Las Vegas - Disney
Innovative Approach to Tourist Product Development
Info & Express Reservations
e- T Profile
Using JUST the Internet + Websites
City Break (The Favourite)
Transport – Flight
Hotel Preferences
Interests – Cultural, gastronomic etc.
Short and Long trips
As The Spanish former President Suárez
used to say:
“ I have two ways to farewell, one is short,
and the other is long…
…So today I brought the long one…”
THANK YOU FOR KIND HOSPITALITY
Adolfo Suárez