nature accessible sustainable tourism "adriatic and ionian eu macro region" - workshop in...
TRANSCRIPT
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Innovative skills and competences for entrepreneurs in order
to promote a new sustainable tourism in Adriatic and Ionian Area
Marco Cocciarini
Corrado Ceccarelli
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Why this meeting
∗ to share entrepreneurs’ best practices on new technologies as primary marketing instrument
∗ to create a solid cooperation ready to support rising of a thematic tourism area in Adriatic and Ionian lands
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Activity 3: web community
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Web Community Goals
∗ to be informed on the project steps and to deep project topics on sustainable tourism
∗ to keep in contact entrepreneurs from all Countries involved in this project to start cooperation between them
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Activity 4: tourism services marketplace
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Incoming marketplace Goals
∗ Becoming an international wholesaler focused on sustainable tourism theme
∗ Developing new touristic services from all Countries involving local entrepreneurs
∗ Promoting and selling thematic packages to international travel market through innovative instruments on the web
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marketplace
∗ The Space, actual or virtual, in which a market operates (wiki)
∗ Create competition between suppliers and help customers to compare quality and prices of offered services
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tourism marketplace
∗ Where potential clients can find travel solutions
∗ OTA, selling platforms and user-generated travel experience
∗ Must be easy-to-use, integrated with social and mobile solutions to be useful for sellers and buyers
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wholesaler∗ Marketplace can be managed as a
virtual travel wholesaler
∗ The wholesaler will include financial and insurance services
∗ The wholesaler will promote and sell through travel agencies or final customers with common marketing instruments
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b2b∗ All land services can be combined in
complete travel packages to be sold by travel agencies
∗ Marketing activities through travel agencies networks will be done during 2014 as in the project
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b2c
∗ The Adriatic-Ionian wholesaler will publish packages on a website for final customers
∗ The website will involve customers in a better travel search experience focused on themes
∗ The website will create an interest-related customers community looking around customized travel offers
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Sustainable tourism: why
Thematic tourism help to focus marketing investments on high-spending tourists which travel following their passions
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Sustainable Tourism:Private Stakeholders
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∗ Tourism enterprises’ mission is to seek long term profitability
∗ The choice to invest in developing sustainable tourismproducts is neither necessary nor sufficient to be more
competitive but it can be a big opportunity
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Why an opportunity? #1
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1. Very high levels of concern for environment and society in destinations, where the issue is likely to directly affect the tourist’s own wellbeing (e.g. cleanness of the water and levels of safety).
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New horizons for tourists
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Why an opportunity? #2
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∗ High and growing levels of interest by tourists in visiting natural and cultural
sites during their holidays, and the authenticity and educational value of such experiences. (general holidaymakers/tourist with specialist interest)
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Culture
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Nature
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Travelling on foot
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Why an opportunity? #3
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∗ Large numbers of tourists expressing concern about the impact of their
travelling both through their own actions and in their choice of tour operator or service provider.
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Local sustainable transport
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Carrying capacity
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Water Pollution
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Why an opportunity? #4
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∗ Considerable willingness to pay more to support local environments and communities
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Volunteer travel
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Volunteer travel
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TOURISM IN NATURAL AREAS
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∗ Source: © Tourism Western Australia 2006
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Nature Based Tourism
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∗ Tourism that features ‘nature’ is generally termed environmental or ‘nature based tourism’;
∗ includes a range of tourism experiences including adventure tourism, ecotourism, and aspects of cultural and rural tourism, eg. farmstay.
∗ Nature based tourism is distinguished from other tourism forms by its natural area setting.
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Focus
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∗Segmentation
∗Not resources but experience
∗Creativity
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Segmentation #1
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birdwatching
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Segmentation #2
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photography
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Segmentation #3
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stargazing
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Segmentation #4
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camping
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Segmentation #5
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hiking
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Segmentation #6
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hunting
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Segmentation #7
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fishing
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Segmentation #8
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visiting parks
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Segmentation #∞
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∗Endless process
∗Segmentation and sub-segmentation
∗Innovative segmentation criteria
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And so?
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∗Step 1) decide to project nature basedtourism product for a specific target
∗Step 2) decide to approach the business in a sustainable way
∗Step 3) Make the sustainable approachthe added value of you offer
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Accessible Tourism
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∗ What is "Accessible Tourism"?
∗ There is no single, universally accepted definition –
∗ “Accessible Tourism” is tourism and travel that is accessible toall people, with disabilities or not, including those withmobility, hearing, sight, cognitive, or intellectual andpsychosocial disabilities, older persons and those withtemporary disabilities" (Takayama Declaration - Appendix,UNESCAP, 2009).
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Accessible Tourism:different priorities
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∗Public Stakeholders
∗Private Stakeholders
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Accessible Tourism:Public Stakeholders
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∗ Like for Sustainable Tourism also for AccessibleTourism Governments and Policy Makers play aleading role
∗ Their mission should be the promotion of acultural change within the Tourism industry sothat it becomes an “Inclusive” environmentwhere people of all abilities are felt welcome
and wanted as customers and guests.
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Sustainable Tourism:Private Stakeholders
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∗Like for Sustainable TourismAccessible Tourism can be a big
opportunity
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Why an opportunity? #1
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Why an opportunity? #2
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Why an opportunity? #3
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Why an opportunity? #4
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And so?
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∗ For private enterprises it is not a metter of philantrophy but must be a matter of business.
∗ Providing services for people with disabilitiescan be a business opportunity
∗ The correct approach is to consider peoplewith disabilities as one of our target markets
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Focus…again…
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∗Segmentation
∗Not resources but experience
∗Creativity
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Segmentation
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Creativity
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Don’t set limit to your capacity of creating innovative products for people with disabilities
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Sailing
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Fishing
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Golf and Biking
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Snowboard
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Surfing
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project timeline
∗ Till 1st March 2014: join in the wholesaler by all partecipants
∗ Till 1st May 2014: website ready to catch potential travellers
∗ Till 1st June 2014: macro-marketing activities
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Join in
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Front end #1
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Front end #2
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From the web to the App
∗ All packages included on the datababase can be selected and uploaded on the mobile app
∗ You can choose a specific theme to create your own mobile app focused on a destination or a target market
∗ All following updates are automatically managed
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app
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app
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app
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app
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app
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app
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app
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Adrion: the Adriatic and Ionian land sustainable brand on tourism
∗ Widespread of sustainable tourism in Adriatic and Ionian lands accepted by EU as the unique brand for tourism promotion in the area
∗ Supported by AIC Forum of Chamber of Commerce with promotional investments
∗ Subscribe Adrion rules and spread it to your customers!
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Adriatic and Ionian EU Macro Region
∗great opportunity for all tourism players!
∗Do Not Miss It!
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GrazieThank you for your
attentionCorrado Ceccarelli
Tel : +39 071 2284300Mail : [email protected]
Skype: corrado234
Cocciarini MarcoTel. +39 0521 1626391
Mail: [email protected]: support.globe.inside
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