Innovation in Tourism Based Services Rural Development in Tourism Ing. Magdalena Pichlerova, PhD....

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

[email protected]

http://www.ruf.rice.edu/~evolve/images/emailIcon.png

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


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)


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


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


- 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


- 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


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


- 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, . . .


Löw, J., Míchal, I., 2003


• 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


- 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 ...



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


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.


Natural potential

relief of the landscape

geomorphological relief

climate

waters

fauna

flora


depends on

Cultural potential


depends on

cultural-historical remains

(cultural facilities, cultural events, sport events)


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

Landscape

Rural 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



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


„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


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


- 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)


- more important over past few years

- target group: families, seniors (for them the safety is the top-priority request)


safety

exploration

decline

involvement

revivalconsolidation

stagnation

development

time

No.

of v

isito

rsInnovation in Tourism Based Services – Rural Development in Tourism

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


- increasing No. of visitors

- increased influence upon local

communities

- local inhabitants start to offer

services (accommodation) and finds

out about the economical

advantages


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


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


CONSOLIDATION AND STAGNATION


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


- 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


• 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


• 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


Forest tourism – a remediation to the accelerated sublime issue ?



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)


• wilderness • impressions (aesthetical, imaginative,...)


- extreme dimensions - structured appearance (monodominant or mixed)


• learning, science(example of specialized tourism – scientific, interpretative)


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).


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

400

600

800

1000

1200

1400

1600V

isit

or

No

s.

1

32

4


Possible overexposure issue solved by a proxy trail

www.poznajachran.sk/mojchodnik


http://www.ecosystems.sk/pages/news29.html

Forests / trees – a key landscape component





Inner environs of tourism business

marketing Øcie?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


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 ~


- 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


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


„Oh, very funny! We´d still like some, however it´s pronounced.“



“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 !

Innovation in Tourism Based Services Rural Development in Tourism Ing. Magdalena Pichlerova, PhD....

Documents

Transcript of Innovation in Tourism Based Services Rural Development in Tourism Ing. Magdalena Pichlerova, PhD....