Tourism Product Development in the Crimea, Saffery

7/31/2019 Tourism Product Development in the Crimea, Saffery

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Tourism ProductTourism Product

Development in theDevelopment in the

CrimeaCrimea

Alan J. SafferyAlan J. Saffery

BIZPRO Tourism ConsultantBIZPRO Tourism Consultant



Current TourismCurrent Tourism

ProductsProducts What are the Crimea’s Unique SellingWhat are the Crimea’s Unique Selling

Points?Points? CulturalCultural

NaturalNatural

HistoricalHistorical

RecreationalRecreational

Sociological / DemographicalSociological / Demographical




ProductsProducts What locations have similar tourismWhat locations have similar tourism

attractions to the Crimea?attractions to the Crimea? NationalNational

RegionalRegional

InternationalInternational




ProductsProducts Why do tourists choose the CrimeaWhy do tourists choose the Crimea

over other destinations?over other destinations?

Why do tourists choose otherWhy do tourists choose other

locations over the Crimea?locations over the Crimea?



Current Tourism DemandCurrent Tourism Demand

What is the profile of the average touristWhat is the profile of the average touristto the Crimea?to the Crimea? Age rangeAge range GenderGender Income levelIncome level Educational attainmentEducational attainment NationalityNationality Group sizeGroup size

Length of VisitLength of Visit Travel Arrangements Travel Arrangements Form of transportationForm of transportation Choice of AccommodationChoice of Accommodation Level of fitnessLevel of fitness




Are your tourists getting ‘Value forAre your tourists getting ‘Value for

Effort’?Effort’?

Value

Effort

Facilities &

ServicesCost

Experience

Effort= +




Are you providing what most of yourAre you providing what most of your

tourists want?tourists want?

How do you know?How do you know?

Are you doing any market researchAre you doing any market research

or do you access any marketor do you access any market

research?research?




Market ResearchMarket Research Outbound operator brochuresOutbound operator brochures

Visitor surveysVisitor surveys

Customer feedbackCustomer feedback

Industry magazinesIndustry magazines

Academic journals & reportsAcademic journals & reports

AssociationsAssociations



Trends in EuropeanTrends in European

TourismTourism Faster growth in short-break holidaysFaster growth in short-break holidays 88% of European arrivals are intra-88% of European arrivals are intra-

regionalregional Reduced trip spendingReduced trip spending Decreasing lengths of stayDecreasing lengths of stay 27% booking online27% booking online 45% use travel agent / tour operator45% use travel agent / tour operator

Activity vs. destinationActivity vs. destination SafetySafety Less loyaltyLess loyalty Authentic & learning experiencesAuthentic & learning experiences




ProductsProducts Why undertake product development?Why undertake product development?

Tourism industry is changing – a dynamic Tourism industry is changing – a dynamic

industryindustry

To encourage tourists to visit Crimea rather To encourage tourists to visit Crimea ratherthan other destinations – be more competitivethan other destinations – be more competitive

To increase ‘Value for Effort’ and therefore To increase ‘Value for Effort’ and therefore

tourism arrivals and satisfactiontourism arrivals and satisfaction

To diversify or specialise in particular tourism To diversify or specialise in particular tourismmarket profilesmarket profiles

To add value to the product and therefore To add value to the product and therefore

increase revenueincrease revenue

To provide exactly what tourists want!! To provide exactly what tourists want!!




ProductsProductsDecision Time:Decision Time:

1)1) Continue selling existing productsContinue selling existing products

2)2) Upgrade/improve existing productsUpgrade/improve existing products3)3) Sell new tourism productsSell new tourism products



Developing TourismDeveloping Tourism

ProductsProductsUpgrade & Improve Existing TourismUpgrade & Improve Existing Tourism

ProductsProducts

Better quality transport,Better quality transport,

accommodation, guide services,accommodation, guide services,

equipmentequipment

Improved access to and experienceImproved access to and experience

of museums, lectures, restaurants,of museums, lectures, restaurants,

national parksnational parks

Adapt length of tripAdapt length of trip

Add or amend attractions




ProductsProductsNew Products - Market SegmentsNew Products - Market Segments SportSport CulturalCultural Active adventureActive adventure HistoricalHistorical AcademicAcademic ReligiousReligious Seniors / FamilySeniors / Family




ProductsProductsItinerary DevelopmentItinerary Development

Attractions, restaurants,Attractions, restaurants,

accommodation, transportation,accommodation, transportation,

activitiesactivities

Special services – guides, lectures,Special services – guides, lectures,

shopping, tastings, informationshopping, tastings, information

provisionprovision

Group sizes, lengths of stay, level of Group sizes, lengths of stay, level of

difficulty, appropriatenessdifficulty, appropriateness

Test the itinerar and et feedback

Tourism Product Development in the Crimea, Saffery

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