Trends in alternative tourism and tailor-made products – ecotourism, adventure

tourism, cultural, historical tourism

CrossTour Fair

“A Danubian Al-TOUR-native Dream”

26-30 January 2012Rousse, Bulgaria

January, 28th 2012

Topics

Essence of trends. General trends.

Alternative tourism product consumers

Tailor-made products - advantages

Current trends through experience economy and branding destinations

What is a ‘trend’?

Trends are, seen from today‘s point of view, likely developments in the future

which can be seen at present,

and of which we can reasonably assume that

that they will continue to exist in the future.

Emerging factors = Trends in tourism demand

(1) Stable demand volume with changing structure(2) Destination choice remains stable in broad categories

(domestic, European, long-haul), but opportunities within these categories for single countries and destinations to attract more tourists (increasing competition)

(3) Stable basic motivation, but higher expectations on how to realise them and greater differentiation

(4) Growing consumer competence(5) New information behaviour with more sources used, but

also with less depth

Emerging factors = Trends in tourism demand

(6) Activities: manifold, with the trend to realise more different types of activity within one trip, e.g. relax, culture, sports, family

(7) Duration: slightly shorter(8) Expenditures: higher, but more price-sensitive(9) Tour operators and travel agencies: increase,

especially online(10) Accommodation: higher quality expectations

(hardware, atmosphere & service)

ØContacts

Collective activities 32%Meet the locals 21%Making friends 19%

Source: F.U.R; RA 2007; Basis: rural tourists 2006 (n=1,226; 10.4 m.)

– = below-average of all travellers, Ø = average of all travellers; + = above-average of all travellers

Holiday motives of the alternative

tourism product consumersØ RegenerationFree time 64%

Relaxation 60%Recuperate 59%

Away from daily routine 58%

+ Partner/children

Time together 54%Children 20%

+Health / nature

Healthy climate 51%Enjoy nature 48%

Health 33%Environment 30%

Ø Sports

Gentle sports 12%Active sports 9%

– New experiences

Fun, amusement 40%New impressions 30%

Travel around 29%Dee the world 25%

–Pleasure

Sun, warmth 44% Be lazy 30%

Spoil myself 30%

Tailor-made products – Advantages

The aim of this tour is customers to customize the tour package for their convenient. So this kind of tour also known as customizable tour packages.You have the option of booking everything that has to do with your tour.You have the freedom to do whatever you want.You are making your perfect vacation with the flexibility and satisfaction.Saves your time and money.You can get guide and personalised advice from the experts.

Eco-Tourism

Definition:• Environmentally responsible travel and visitation to

relatively undisturbed natural areas → to enjoy and appreciate nature (and any accompanying cultural features, both past and future)Travel that promotes conservation, has low negative visitor impact and provides for beneficially active social-economic involvement of local populations

Ecotourism of the 21st century (1)

Covers unpolluted nature-based areas e.g. national parks, coral reefs, wetland areasTourists have responsible attitude towards what and whom they come into contact with in the nature-based areasEducation is part of the tourists’ experience while they enjoy and appreciate what they learn about nature and any accompanying traditions and cultures of the local communities. Education also on the importance of conservation

Ecotourism of the 21st century (2)

Caters to small groups of tourists → minimise negative impact on the natural environments and local communities e.g.

i) flora and fauna not disturbed ii) local communities not displacediii) no need to clear large areas to make way for built up

environment to accommodate droves of touristsiv) Encourages the active involvement of local communities in the

planning and promotion of ecotourism in their nature based areas e.g. locals serve as guides, run businesses related to providing accommodation, food and selling their crafts and works of art

Below average:

Swimming (lake/sea) 47%Shopping 45%

Making new friends 30%Swimming (pool) 27%

Above average:

Trips, excursions 77%

Hiking/walking53%

Visiting natural attractions 53%

Visiting sites of interest 38%

Gentle sports 37%

Playing with children 28%

Cycling 24%

Using spa facilities 15%

Question: ‘How frequently, would you say, have you undertaken ecotourism activities for holidays in the last three years, that is 2009, 2010 and 2011?’Presentation of a list with 15 activities; shown here: top boxes (1=very often; 2=often)

Source: F.U.R; RA 2007; Basis: rural tourists 2011 (n=1,226; 10.4 m.)

Ecotourism activities

minimises negative social, cultural and ecological impacts

empowers local communities in conservation and management of natural and cultural resources.

brings in economic benefits to local communities and directs revenue to local people living in and around protected areas, and

increases revenues for protected areas

In its purest form, ecotourism today

Adventure Tourism

Adventure tourism is a type of niche tourism involving exploration or travel to remote, exotic and possibly hostile areas, where the traveler are provided a challenge, thrill or intense experience.

Adventure tourism is rapidly growing in popularity as tourists seek unusual holidays, different from the typical beach vacation.

"adventure travel" usually include two of the following three components: a physical activity, a cultural exchange or interaction, and engagement with nature.

In general, adventure tourism relies on natural, environmental features, such as mountains, rivers, forests, and the like.

What is understood by the term ‘adventure tourism’?

4

4

4

4

7

7

10

10

10

17

43

0 10 20 30 40 50

Rural environment

Mountains

No traffic/few people

Meadows/forests/fields

Boredom

Hiking (holiday)

Nature

Tranquilholiday/tranquility

Animals

Holiday in thecountryside

Holiday on a farm

%

Question: ‘What to you personally understand by the term adventure tourism?’Source: F.U.R: HeRA 2011; Basis: population (n= 7.671; 65.1 m.)

Who are the adventure tourists?

In %

Adventure Tourists 2011

Domestic Abroad

Age:

Up to 29 years 14 17

30-39 years 18 14

40-59 years 32 38

60+ years 36 30

Children:

0-5 years 10 6

6-13 years 21 13

14-17 years 17 19

Household income:

Up to 1.499 € 25 20

1.500 € - 2.499 € 44 41

2.500 € + 31 40

12

40

10

17

21

24

27

46

4739

27

21

23

17

15

8

23

10

0 5 10 15 20 25 30 35 40 45 50

Health holiday

Sightseeing holiday

Visiting relatives/friends

Activity holiday

Beach holiday

Adventure holiday

Family holiday

Nature holiday

Holiday to relax

%

Rural tourism holidays 2006

All holiday trips 2006

Adventure tourism trends

Cultural and historical tourism

it involves seeking an encounter with natives or feeling part of the history of a place. E.g. visitors to art galleries seek an encounter with beauty, uniqueness, authenticity and exclusiveness whilst visitors to museum are seeking discovery, novelty, diversity and knowledge (Hall, 1995).

cultural practices eg rainmaking rituals, storytelling, witchcraft etc

Trends in the cultural and historical tourism expenditures

49

56

66

72

66

43

All trips Domestic Abroad

All holiday trips 2006

Rural tourism holidays 2006

Question: ‘How much did you spend overall for travel, accommodation and other expenses’?

Source: F.U.R; RA 2007; Basis: all holiday trips 2011 (n=7.596; 64.4 m.); cultural and historical tourism holidays 2006 (n=1.481; 12.6 m.)

Are You Confused about Cultural and Historical Branding?

Image Perception

Positioning

SustainableCompetitiveAdvantage

Product Differentiation

Branding

A plethoraof terms

Definition of Culture Destination Image

The sum of beliefs, ideas, and impressions that a person has of a destination (Crompton, 1979).

A set of cognitions and affections that represent an entity to an individual (Mazursky and Jacoby, 1986).

A mental representation of an object or place (Fridgen, 1987).

The visual or mental impression of a place, a product, or an experience held by the general public (Milman and Pizam, 1995).

Components of the new cultural destination perception

Gunn (1972) identified two components of image: Organic: Images formed by individuals

themselves through such things as past experiences with destinations, and through unbiased sources of information (e.g., news reports, movies, newspaper articles, etc.).

Induced: Images created through information received from external sources, including destination advertising and promotion.

Current trends through brand

The alternative tourism product is:

A way to communicate a destination’s unique identity to visitors

A means of differentiating a destination from its competitors

A uniform “look” that all destination partners can consistently use

A symbol, name, term or design, or combination of these elements

Challenges of Branding tailor-made and alternative tourism products

Destinations are not a single product but composite products consisting of a mix of different components (the destination mix).

Destination marketers have little control over the destination mix they are branding.

There is a diverse range of organizations and partners involved in crafting and delivering on the brand.

Often there is a lack of enough funding for branding efforts.

Political influences may be felt.

The Experience Economy’s key words•Differentiation: Identity & values, individualisation

•Experiences: Content, dream, fantasy, variation

•Influence: Self-determination & open codes

•Social capital: Community & network, as well as virtual

- and for the development of the integrated complex approach city! And the cross-bordering cooperation models!

Thank you Thank you very much very much

for your attention!for your attention!