Suceava Tourism Strategy Project

Transcription

1 NEED ASSESSMENT OF DESTINATION BUCOVINA FOR ACTIVE TOURISM (Result external and internal influences strategy development process) Benchmark criteria (product, price, promotion, distribution) Facts (strengths, weaknesses, opportunities and threats) Actions needed On goin Planne Reco mm. I.1. General Framework of Organisation of Tourism in Bucovina I.2. Tourism institutions and organisations the existence of the tourism strategy; Further development of the strategy. Bucovina has a positive image in Romania; deficiencies in defining types and forms of tourism; organizing problems; OP. the possibility for completing/modifying/ updating the strategy; deficiencies in perceptions; adverse frames towards tourism; Ecological Association in Romania there are no local organizations/ associations on mountain tourism at the regional level; ACTIVE TOURISM I. General Conditions Future promotion of Bucovina image Defining types and forms of tourism; Organizing problems Completing/modifying/ updating the strategy Developing a masterplan in balneo and health tourism Promoting balnear tourism with focus on relation between the tourism types To develop and implement annual Page 1 of 18

2 mountain guides association in Romania; lack of interrelated programs of active tourism and tourism agencies; collaborative public/private sector destination marketing plans targetting all major markets with potential for Romania To establish a network of coordinated tourist information centres in all main tourist areas in order to extend a warm welcome to visitors, providing appropriate information to assist in their orientation, enjoyment and appreciation of the destination; I.3. PPP the possibility of having partnerships with the City Hall, Public Administration, National Park; professional accreditation of the association members for the proposed purpose; cooperation inside the Public/Private Partnership between the city, the townplanning service and the local forms of organizing tourism and urban development projects; low qualified staff, regarding the purpose of an association; Partnerships with the City Hall, Public Administration, National Park; Professional accreditation of the association members for the proposed purpose; Pooperation inside the Public/Private Partnership between the city, the townplanning service and the local forms of organizing tourism and urban development projects; Page 2 of 18

3 I.4. Tourism Education Institution I.5. Tourism Strategy Paper and strategic approach to tourism development I. 6. Natural park administration Stefan cel Mare University of Suceva; regional incoherence regarding tourism; developing at the university level some programs accredited by the Tourism Ministry for tourism managers; private universities and private institutes which offer certificates approved by the Tourism Ministry; the tourism strategy of the area must be conceived as regional development poles, wellknown categories; touristic incoherence; approaching tourism not only as a business but as a phenomenon; splitting efforts for promoting tourism; Protected areas can sustain many more visitors by providing appropriate facilities and tourism flow control system Developing at the university level some programs accredited by the Tourism Ministry for tourism managers; Approaching tourism not only as a business but as a phenomenon; To encourage town, county and regional authorities to develop integrated tourism development plans including all infrastructure elements to avoid uncoordinated and incompatible development; Administrators of protected areas to prepare sustainable tourism development plans with detailed development and implementation costs for their areas and apply for EU Structural Fund assistance. Administrators of protected areas have to prepare sustainable tourism development plans with detailed development and implementation costs for their areas and apply for EU Structural Fund assistance. To expand the range of sustainable tourism Page 3 of 18

4 II. Marketing II.1. General perception on the tourism marketing II.2. Market research for business tourism and MICE TH attractiveness and special regional potential; Romania s Image has space for improvement; high prices; low quality; lack of control and coordination between the external tourism offices; participating at tourism fairs without quantifiable results because of the bad position and concept; redefining the mountain tourism concept; deficiencies in perceptions; contradictory perceptions regarding Bucovina touristic region; not knowing the types of mountain tourism; no sufficient existent studies/not updated; OPP TH Beach tourism, spas/health and winter sports are three critical product areas for facilities in National Parks and Nature Reserves Service quality improvement Greater internet promotion\ Coordination between the external tourism offices; Participating at tourism fairs Redefining the mountain tourism concept; Organizing medical conferences in Romanian spas Organizing market research Up to date database Identifying areas with a great development potential for balneary and wellness/spa In order to assist with its marketing and development activities, NTA to establish a. Page 4 of 18

5 II.3. Statistics II.4. Identified source markets Romania and three areas within which market dynamics are moving quickly and suitable research needs to be undertaken. inaccessible statistics; not always up to date; developing one common questionnaire for all Tourism Info Centers; At present, given Romania s recent accession to the EU, a period of transition is underway and according to the RNIS, this effectively means that the removal of all existing controls at the land borders has not taken place and that the existing system for documenting visitor arrivals is still in operation. Czech Republic, Poland, Slovakia (Eastern Europe); weak promotion of the activities; sorting the touristic destinations by the target groups; fruitful participation at tourism fairs; partnerships between the touristic structures and touroperators; Cycling is becoming increasingly popular rolling programme of market and market segment research; to run an annual visitor satisfaction survey; monitoring and evaluation research into its activities; and commission ad hoc surveys as required. Set up of statistic database (local, regional, national) easy to access and up to date Developing one common questionnaire for all Tourism Info Centers A study on main source markets for health tourism and a personalised offer Sorting the tourism destinations by the target groups; Participation at tourism fairs; Partnerships between the tourism structures and touroperators Participation at mountain tourism fairs Develop the general offer starting with the international tourism trends. Cycling for example, camping and caravanning are Page 5 of 18

6 II.5. Consumer trends in active tourism III. Product Policy III.1. Attitude of local population, hospitality orientation as a leisure in Romania. There are cycling clubs active both in road cycling and mountain biking. Several national parks and nature reserves currently offer mountain biking opportunities and many more intend to develop circuits and trails in their areas increasing demand for active tourism; new touroperators for active tourism; the appearance of other touroperators for active tourism; hospitable population; low understanding of the touristic phenomenon; a structured manner of developing a coherent mountain tourism; hiring some specialists for helping the others; segments that should be developed in Bucovina Creating entertainment areas related to certain festivals, holidays, traditional holidays A structured manner of developing a coherent mountain tourism; Hiring specialists Understanding of the tourism phenomenon For the improvement of tourism sensibility of the local people and hospitality orientation, should be organized awareness programs for several priority target groups:. Those indirectly involved in tourism but directly dealing with visitors (border police, customs, taxi drivers, museum staff, etc.) Primary school children through school teachers Page 6 of 18

7 All general education and vocational training providers The public in general. The different target groups require different ways of approach and implementation. Train a mobile team of specialised hospitality and tourism awareness trainers, to conduct short training seminars all over the country on a continuous basis. The mobile team of trainers will be trained by an expert/trainer through an external international technical assistance trainthetrainer project. Create in each region (Suceava, Falticeni, RadautiSiret a.o.) a team of specialists (practiciens at best) that will be trained by expert/trainers. They will further on assure training on a continuous basis. Develop and distribute a tourism awareness toolkit, containing flyers and other material containing basic hospitality and tourism awareness information. III.2. Tourism Service Staff the returning of the persons who use to work abroad in the tourism sector; knowing foreign languages; promptness; a new wave of youngsters who wish to improve their social condition; Quality of service staff: excessive theory in the tourism phenomenon; Personnel Motivation For the improvement of tourism quality should be organized awareness training for several priority target groups:. The hospitality industry at all levels (hotel and catering service staff) The tourism and travel sector at all levels (service staff, tourist guides, tourist information staff, etc.) National, regional and local public authorities. Page 7 of 18

8 trained people are leaving the country; III.3. Training and further training possibilities III.4. Training and further training possibilities III.4.1. Natural tourism assets yes, regional; regional differences; lack of mountain guides for certain areas; new market for the labour market; learning institutions with low frequency learning programs capable to develop territorial centers (Câmpulung, Gura Humorului, Rădăuţi, Vatra Dornei); low practice orientation of training programs; low quality of training; EU Funds Stefan cel Mare University, Suceava the natural and cultural potential need a geosystematic analysis; the interference of the potential elements; the existence of dendrologic parks, paleooligogene reservations, belvedere points, natural parks, restricted areas; Mountain guides for certain areas A more practical approach for training Improving curricula of training Quality trainings Project Management for attracting EU funds Service quality improvement Training better managers Programs, projects for finding the types and forms of potential in the area Changing tourists behavior Promoting Infocenters on fauna and vegetation finalization Creation camps for artists courses for wood, pottery, spinning, other household activities Page 8 of 18

9 the mentality and destructive behavior of tourists; programs, projects for finding the types and forms of potential in the area; Other tourist products that could be sold in Bucovina could include: Tourism in national parks / bird watching / photosafaris Cave exploring Archaeological tourism Creation camps for artists courses for wood, pottery, spinning, other household activities Image hunting (animals, protected species of flora) Equestrian tourism Hunting tourism Protecting environment and vegetation III.4.2.Natural tourism assets for mountain tourism massive treecuts; While protected buildings, areas and landscapes enjoy considerable protection under the law, authorized development within protected zones is often of poor quality and inappropriate design. While protected buildings, areas and landscapes enjoy considerable protection under the law, authorized development within protected zones is often of poor quality and inappropriate design. Making protected areas better known and more accessible to more visitors without endangering the environment Page 9 of 18

10 Making protected areas better known and more accessible to more visitors can endange the environment III.5. General Infrastructure III.5.1. Transport infrastructure III Roads conditions III Railway transport III Airport Lack of special endowments for cyclotourism (special places for bicycles in trains, parkings, etc.) finalization of the started projects; consolidating other roads; weak quality of the existing roads; finishing the started projects; consolidating other roads; building tunnels; weak developed; subway network; Investment in access infrastructure Signalling panels in foreign languages Promoting cycling New transport posibilities Make agreements with the City Hall and other institutions for building places for bicycles Improving the public traffic system Improving the parking spaces Building tunnels Finishing the started projects Endowments for the railway station Creating/implementing higher standards for clearness and good signalling system for the tourists, begining from the railway station Page 10 of 18

11 III Waste management III Electricity and sewage III. 6. Infrastructure for tourism charter Voroneţ Dealu Floreni Salcea County Council project for establishing 3 waste collecting centers (Rădăuţi, Vatra Dornei, Câmpulung); weak knowhow for the population; local projects for ecological reconstructions; mountain areas, restricted areas (uncontrolled development of tourism and networks); running projects;. Detailed design standards and guidelines should be prepared to ensure that design standards and quality in tourism zones meets acceptable international standards Promoting local projects for ecological reconstruction Tourism Zone Development Standards and Guidelines. Design guidelines should establish standards for the following; Tourist Accommodation. Building Design. Defining site coverage, maximum building height and Page 11 of 18

12 development ratio, or plot ratio. Building style, for example the adoption of a Transylvanian architectural vocabulary, wall finishes, roof form and materials, fenestration style, external works design and materials, and colour palette. Public Spaces and Landscaping. The definition of Parking and Access Common Visitor Facilities III.6.1. Accommodation Infrastructure in Active Tourism III.6.2. Outdoor activities infrastructure, for different kind of activities (climbing, hiking, MB, NW, horseback riding a.o) III.6.3. Equipment and sport shops there are many accommodation units which wish to promote active tourism; fitness centers, spa s; these structures are inadequate for active and mountain tourism; they partially exist; no infrastructure for camping purchasing new equipments, fitting out the active tourism parks; existent suppliers; Improving infrastructure and accessibility Investments for accommodation places in order to be in accordance with active tourism and mountain tourism Creating routes for mountainbike, extreme sports, rafting, scubadiving, skygliding etc Widening the ski areas (interconnected, joint tracks) Creating ski tracks in agrotourism regions Developing networks of theme shops Page 12 of 18

13 III.6.4. Tourism transportation bad promotion of the shops; developing networks of theme shops; it exists; transport for leisure tourism (sleighs, carriages); acquisition of transportation means; Improving the transport between the areas Investments in new transport means III.6.5. Signposting not respecting the signs; lack of acknowledgement for the once responsible of highlighting the sights; Some local authorities produce publications with maps indicating the trails in and around their area. There is no uniformity in presentation of this information or of maps. Detailed information on hiking possibilities are in general only available on arrival in a resort. Advance publicity is poor and detailed planning information difficult to access in advance of a visit. Investment in access infrastructure Frail signalling in foreign languages Realisation of attractive and unitary panels for signalling Page 13 of 18

14 III.6.5. First aid III.6.6. Rest, recreation and leisure tourism III.6.7. General conditions in Travel Agencies III.6.8.Tourism Offices(among others TIC s) signposting some unapproved mountain ranges; ascendant trend, building swimmingpools; insufficient; local programs; active parks; absence of programs and week cooperation with the tourism agencies; round tables; developing programs; exist in certain areas; a few promotion materials in the domain; absence of maps and tourism tracks; founding associations for developing promotion materials; Modernization of medical equipment Investment in recreation infrastructure Developing leisure activities Offering different types of products, local programs; active parks Organizing events Encouraging the tourism agencies to promote the active tourism Improving the competitiveness Round tables; Developing programs Investment in access infrastructure Investment in TIC infrastructure Modernization with equipment Tourism associations for creating promotional materials Page 14 of 18

15 III.6.9. Tourism Offers/Packages incomplete and incoherent touristic offers; cooperation of touroperators; Greater diversity in tourism products Improve the existence of niche segments (mountainbike, snowboard etc.) Combine with other tourism products (e.g. combining educationalcultural programs with entertainment) Greater internet promotion IV. Price Policy IV.1. Taxation IV.2. Tourism Tax IV.3. Price IV.3. Price / Quality Ratio V. Promotion policy high taxes; it is reasonable, it is ok; Service quality improvement Greater internet promotion Improved value for money Despite the evident appeal of hiking in the Carpathians and other areas and the great Page 15 of 18

16 effort in providing clearly marked and safe trails this "product" is not promoted aggressively. B ucovina should be better positioned on active and nature tourism market due its beautiful nature. V.1. There is a brand V.2. Web Portal V.3. Brochures, folders V.4. Fair participation developing brands based on components; developing internet portals based on components; EU funds; Development of a brand for each component Creating a site promoting the active tourism offer of Bucovina region Investment in new brochures, flyers and other promotion materials Translation of the materials in foreign languages Creating personalised stands Participation at the tourism fairs Page 16 of 18

17 V.5. Info tours for journalists and business partners V.6. Internal marketing V.7. External marketing V.8. Marketing budget VI. Distribution Policy are being developed and are benefic; high expenses for organizing infotours; the crisis a impulse for intern marketing (are promoted for close destinations); Information of specialists external competition; Organizing infotours for national and international touroperators Promotion in local media Good practice examples Promoting exchanges with other countries Partnership with similar association Sending information to specialists VI.1. Identified target groups Cooperation with associations, schools and sport clubs in Romania and outside Identifying target groups (couples, group of friends) Evident analysis of tourism target groups VI.2. Tour operators Cooperation with Romanian touroperators Page 17 of 18

18 VI.3.Reservation portals VI.4. Tourism Infocentre Distribution VI.5. Direct booking VI.6. Fair participation No reservation possibility yet; a few existing promotion materials; week cooperation; no reservation of tourism accommodation; the only functional existing way of booking direct booking; promoting through agencies and internet; Promoting online reservations Promotion through the CITs Promoting direct booking alternatives Participation to specialised tourism fairs Page 18 of 18