Gerd Hesselmann, Dr. Carmen Chașovschi 1 ATTACHMENT 4. SWOT ANALYSIS BUCOVINA Summary Outcome SWOT Analyses

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1 ATTACHMENT 4. SWOT ANALYSIS BUCOVINA 8.7. Summary Outcome SWOT Analyses The following information is the outcome of the analysis and merging of existing strategic documents 1 with the input delivered by the interviews and the workshops organized during the working sessions. The structure of the Summary Outcome SWOT will follow the Table no. 9, but will be detailed on the components of tourism product General Conditions General Framework of Tourism Organization Tourism Institutions Public-Private Partnership Infrastructure Product Development Tourist attractions Natural Attractions Cultural Heritage Accommodation Food and Beverage Outlets / Restaurants Transportation Events Services Staff Quality and Local Population Tourism Information Signposting Destination Marketing Internal Marketing Human Resource Management and proposal for a Tourism Competence Center in Suceava 1 Strategy of Suceava County 2005, Strategy Draft of Suceava County 2009, Masterplan of Romania 2007 a.o. Gerd Hesselmann, Dr. Carmen Chașovschi 1

2 General Conditions General Framework of Tourism Organization Tourism is saw as a priority at county level Existence of a tourism strategy and of strategic measures that are already in implementation A good cooperation with the Chamber of Commerce and Industry in Suceava and with other important stakeholders in tourism Political willingness to use tourism potential. Lack of Targets and Prioritization in implementation of measures in tourism at all levels: privat and public Lack of tourism awareness and understanding of stakeholder on the public as well as on the private sector (importance of tourism strategy / benefits of tourism / USPs of Bucovina and their preservation / expectations of visitors / state of the art solutions etc.) Resume: Bucovina is still far away from an informed participation of stakeholders, which are requirements of a sustainable tourism development SMEs the backbone of the tourism sector as revenue generator is not aware of state of the solutions for the handling of their business. They are not able to identify their service needs Lack of competence and capacity on local and county level to compile and to offer services which help SMEs to apply state of the art solutions Priorities should be established in the tourism development at county level, in order to reach a clear vision of tourism for Bucovina Region Lack of entrepreneurial and management skills for the pension and hotel owners. The local authorities are not aware about their role as supporters of tourism sector (public areas, parks, public lighting). The tourism can not be developed without a proper public space and good public services (lightning, signposting, bus stops, local transportation, rest places for tourists and visitor centers or TICs). Contradictions concerning the definition and exploitation of protected regions; too soft sanctions for violating such laws; the fees for visiting parks are too low There are over-regulated segments and under or un-regulated segments, which generate an unbalanced aspect of the legislation. The industry did not address to county government with a unified voice in order to achieve better collaboration Need to professionalize the activity of tourism departments in planning and marketing field Lack of competent tourism experienced people on local administration in the 7 administrative regions of Bucovina; need of tourism training for the representatives of 7 tourism units within Bucovina, in order to participate to the Tourism Consultative Body at County Level Business Plans and Architecture Plans are not aware by the specificity of tourism field. For this reason a lot of problem in management and operation of tourism structures are appearing. Gerd Hesselmann, Dr. Carmen Chașovschi 2

3 Existence of tourism departments at County Council Level and Suceava City Hall Existence of Bucovina Tourism Associations at regional level and of some other local associations as Vama, Sucevita, Humor, Putna a.o. Active Suceava University, potential for becoming a competent center for tourism education and training The tourism department of county council has also function of tourism information center and is placed in the Nature Sciences Museum, in the center of the town In several communities from Bucovina are or will be organized tourism infocenters (Vatra Dornei, Ciocanesti, Sucevita, Siret a.o.). With some exceptions, these have multiple functions, not only to inform of the tourists. There are subsidiaries in Suceava County of many national professional association (OPTBR, ANTREC) Existence of a Mountain Rescue Direction at County Council and in Vatra Dornei Tourism Institutions Not all the communities and public authorities from the areas with high significance for tourism have tourism department or an tourism representative. Sometime, where they existing, are only formal, without being real involved in the planning and development of tourism Less responsibility of local city halls and communities in the tourism infrastructure of local level. It is a high need to take into consideration that Bucovina is a tourism area. That in order to avoid the closing of roads in the high season ( for ex. In Voronet, summer of 2009) to assure a better signalistic a.o. Guidelines or procedures should be implemented for the mayors and city halls. Lack of entrepreneurship in tourism The tourism association from local level should realize that they are visible on national and international markets only under the brand of Bucovina; in this sense they should closely work with regional associations and regional public bodies It is a lack of involvement and awareness from the cross-sectorial industries, influenced by the development of tourism, as for example Food and Beverage industry; they should be aware about the importance of tourism circulation within Bucovina area. The system of professional certification, classification of the tourist structures and patenting the operators is obsolete and allows a minimalist approach of tourist activity quality Lack of correlation between the legislation concerning tourism and the legislation concerning other activity sectors (environment, culture, transports, etc.) There are no regulations concerning service and tourism destination monitoring There are no local organizations/ associations on mountain tourism at the regional level; It is a high need of an active cultural association able to improve the cultural offer in the area, for city break (theater, concerts a.o.) and cultural tourism with the understanding of tourism phenomena Some tourism units, administrated by public funds have no enough resources to update their equipment or to assure the human capacity needed for the security of the tourists (Salvamont Dorna a.o.). Gerd Hesselmann, Dr. Carmen Chașovschi 3

4 Most tourism associations from Suceava County are formed as PPPs. Unfortunately the membership of public bodies is, in most of them, only formal Public-Private Partnership Lack of PPP tourism institutions (public, private) professional managed, oriented to the needs of the region and of their members Lack of PPPs leads to no partnership to support: - Infrastructure improvements - Specific event organization - Involvement in renovating / rebuilding / preserving monuments and the patrimony - Tourism information centers and fair attendance - Computer networking among the tourism information centers - Training, promotion and educational programs. These partnerships should include foreign partners, universities and business incubators. It exist a lack of transparency and information regarding the projects developed in publicprivate partnership at regional level. That leads to overlapping activities, founds and paralele actions The word infrastructure can mean many different things to people. We will refer to transportation too, but this analysis focuses on the specific public sector infrastructures needed to sustain Bucovina s tourism industry. These services include: Water supply Wastewater management Solid waste management. A broad analysis can be found in the Strategy Draft Suceava County, Usage of infrastructure may vary between classes of visitors (luxury hotel users, motels, backpackers), and between geographic locations. If this data were available local authorities and other infrastructure providers would be better equipped to determine what shares of infrastructure use are attributable to visitors, plan for tourism growth and hold informed debate on charging policies for these services. Internet and broadband access Nationally, in 2006, broadband penetration was 5.5% and was forecast to reach 10% by the end of This growth is expected to be sustained at least in part by some 336 million which the EU is investing in the IT sector up until The largest Infrastructure Water waste Disposal All new tourism developments should, as a condition of obtaining their operating license from the NTO, meet acceptable standards of sewage and wastewater disposal. Developments should either be linked to the public network or have on site treatment in the form of septic tanks or package treatment plans, dependant on the scale of the development. Unfortunately, in rural area not all pensions was the endowments for a proper waster waste disposal. That will affect on long term the environment, and their own image, due the fact that the tourists are more and more knowledge about the sustainable protection. Solid Waste Disposal Historically solid waste treatment and disposal has also been something of a problem in Romania and the images of heavy industrial pollution in the late 1980 s and early 1990 s did much to colour the international image of the country. Bucovina has also problems, despite the planned waste management bases in Moara and Humor. Lack of sewerage and water supply especially in rural areas Low use of renewable energy sources Camping facilities often poor Lack of parking and toilets at many tourist attractions Internet and broadband access Nationally, in 2006, broadband penetration was 5.5% and was forecast to reach 10% by the end of This growth is expected to be sustained at least in part by some 336 million which the EU is investing in the IT sector up until The largest Gerd Hesselmann, Dr. Carmen Chașovschi 4

5 Internet Service Providers (ISPs) are RomTelecom, Astral Telecom, and RDS. Mobile internet access is also offered by Orange, Vodafone, and Zapp. That increased due numerous project. Transport Infrastructure Significant improvement of road infrastructure in 2009; DN 17 was finished and allows a good car traffic Touristic Sights are quite easy to access Good connections with South and West (there is a direct connection by train with Bucharest) Suceava Bucharest road is in good condition Mocanita in Moldovita is operational, and of high tourism interest Internet Service Providers (ISPs) are RomTelecom, Astral Telecom, and RDS. Mobile internet access is also offered by Orange, Vodafone, and Zapp. That increased due numerous project. Transport Infrastructure o Railway stations endowment is poorly and so is the clearness o Suceava Nord Railway station is in a very bad shape, despite its history o There is no transport possibility between Cacica and Humor, or between tourism sights, in order to encourage the individual tourism/backpack tourism so beloved by the young people from abroad; there is a lack in organization of the transport (mini-buses between the rural areas- routes, program, information on flyers, tourism information centers, mayoralty) o An international airport is missing; About airport : - small capacity, reduced traffic; - urgent needs for modernization; - no transport connections between airport and city; - only 3 operating airlines; o Poor ground facilities at regional airport and railway stations o Limited provision of access for the disabled at many hotels and attractions o The existence of transport for leisure tourism (sleighs, carriages); o Rationalize the network of hiking trails in protected areas in cooperation with Forestry Direction and Calimani Park Administration o Uncoordinated ground transport between towns and airports Product Development Tourist attractions. Natural Attractions The natural potential: Unspoiled nature proper for development of ecological tourism and natural tourism Great, dreamful nature in the view of international tourists Different types of relief The existence of curative factors: mineral water, peat mud, carbon There are regions still very untouched more authentic rural holiday experience The existence of dendrologic parks, paleooligogene reservations, belvedere points, natural parks, restricted areas; (see a full description in Strategy Draft, County Council) Rich and varied countryside with The natural potential: Should be improved about the cleaning of the green spaces garbage problem. Should be done a red list with the area with problems and to formulate measures for periodic sanitations the pollution of the water from some tourism areas should be controlled (pollution at most on the country side, where the locals are throwing into water the waste) Cacica Salt-mine with old infrastructure is not enough exploited as tourism attraction No points of belle-view identified and included in walking-trails Need to maintain naturalness through a Gerd Hesselmann, Dr. Carmen Chașovschi 5

6 picturesque villages of Bucovina (not only houses are seeing as being as interested but also the fountains, and additional traditional buildings) Existing cave and an Association for Caving in Suceava Rich diversity of flora and fauna, many unique or most populous in Europe, especially large carnivores Natural springs and "mofeta" providing wide range of spa treatments in Vatra Dornei Cacica Salt-mine with high potential Good natural conditions for tourism activities skiing, hiking, riding, cycling, mountaineering, river rifting, etc. good planning of territory Unsightly and polluted industrial or rural ruins that affects the landscape (Ilisesti, Humor, Dorna a.o., at the suburbia). The tourism traffic is maxim in these areas, along DN 17; Polluted areas with rests and wastes remained from new constructions, due no responsibility from construction firms or the beneficiaries; Major litter problem; insufficient waste collection and disposal facilities OR disposal of the waste containers in the front of the hotels and pensions, or in the public parking places, affecting in this way the landscape (Voronet, a.o.) Pollution of rivers, despite the fact that are singular campaign (in Dorna are organized in spring actions to clean the Bistrita Valley); Low altitude of many ski resorts limits the length of the season Unsustainable use of forest areas, with impact on tourism landscape; Unsustainable exploitation of natural resources even in protected area, due a lack of awareness of local peoples or stakeholders concerning the sustainable use of resources (water, electricity a.o.). Protected areas can sustain many more visitors by providing appropriate facilities and tourism flow control system The natural and cultural potential need a geo-systematic analysis; The natural resources used for treatment are not all certified and well marketed (the mud from Poiana Stampei) has no quality certification The lack of an updated inventory of curative natural resources from other places of Suceava county and their estimation regarding a feasible use in the health tourism: Iacobeni (mineral water, sulphuret), Cacica (baths and treatment ), Gura Humorului (spa and wellness) Natural reserves not enogh promoted due a lack of infrastructure ore good connections to them (Codrii Seculari, Lucina, a.o.) The organization of an active tourism in the cold season is not good The mentality and destructive behavior of tourists; 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. Gerd Hesselmann, Dr. Carmen Chașovschi 6

7 Tourist attractions. Cultural Heritage Authentic not yet overdeveloped tourism Offer to Western markets s.th. new, unique (monasteries, stories, traditions, way of life) away from trodden paths Unique Monasteries, stories, good tourism infrastructure at sites Horse carriages unique means of transportation in day to day life (authentic) Revival of traditions, festivities, authentic folklore Strong cultural potential, UNESCO Sites, the painted monasteries being the most important USP of Bucovina (See Description from Draft Tourism Strategy, Suceava County Council) Rural villages featuring traditional way of life and festivals Diversity of museums types (for history, archaeology, ethnography, science, arts and memorial houses) A high concentration of UNESCO Monuments, but of historic significant churches in Suceava The Suceava Citadel with a high potential to create a tourism product around Wide range of traditional and folklore Festivals. There are ethnographic museums, particular galleries, private family museums; Most of the museums have an ethnographic background (museums, private galleries in every ethnographic place) There is an opened air museum synthesis of traditional local values Practice of traditional handicrafts can still be found Events and fairs which promote the handicraft products Ethnic and multicultural diversity due different minorities in Bucovina Multicultural and religious diversity The existence in Bucovina of a Basilica Minor in Cacica, with a very important pilgrimage on 15 th of August Cultural events developed and promoted by County Council (Eastern in Bucovina; Christmas in Bucovina, Pilgrimage Program between Wien and Bucovina a.o.) Better protection of historic monuments and of buildings that can prove the history of Bucovina ( Suceava Citadel, the Synagoges from Dorna very bad shape, the German House in Radauti) Very diverse offer, but for individual holiday makers not always easily to reach (German input) The cultural monuments sometimes are not proper indicated or illuminated; No written information of info desk in attractive displays To bring the presentation of museum, archaeological site and heritage building display and interpretation up to modern standards; Presentation and interpretation of museum exhibits generally poor The display of the articles in some of the museums, particular galleries, private family museums are out-dated; The presentation and the scenario of presentation can be improved (films, interactive displays, theaters a.o.) No written information and panels near to historic monuments (excepting some monasteries where panels were installed by Good AfterNoon Association) Better promotion of the monuments- culture as well is a great tourist potential, but should be known much more World class performing arts - both classical and modern are missing from Bucovina Legends of Bucovina should be better know and valorized Lack in preserving traditional old villages. Lack of cultural interactive programs Lack of facilities and good services of museums There is no continuity and no fixed dates of manifestations; that leads to the impossibility to sell abroad the events and to include them in tourism programs; Some sights are not improved ( they are not to be found near the touristic roads ) No sustainable updated projects and for restaurations and conservation; Some old building from Dorna, Siret and Suceava are affected by modern way of reconstruction (see the Sibiu Best Practices in old buildings sanitation. No demonstrative handicrafts ateliers near tourism sights Not a good organization for handicrafts ateliers, that could be visited because of their location near touring roads No permanent markets for incitement of production (including touring hostels) No certificates for quality and authenticity of handicraft products Gerd Hesselmann, Dr. Carmen Chașovschi 7

8 The local authorities should be encourage to keep the old traditional houses, in order to keep the characters and personality of Bucovina villages The sale of guidebooks, souvenirs and subject related merchandise is often undertaken with reluctance rather than seen as both fulfilling a desire of visitors and developing an income flow. Similarly many museums and heritage venues have space, which can be used for catering, and which could be franchised out to simplify administration No interactive presentations in the museums (films, educational games) or educational programs for different categories of tourists Not enough researches and studies which could identify different necessities from different categories of costumers No collaboration with tourist agencies regarding the diversity of tourism offers Lack of existence and promotion for thematic routes. Some initiatives are now undertaken by County Council (Jakob Road, Eastern Festival, Christmas in Bucovina a.o.). It is a high need to develop easy to sell packages as Monasteries in 2 days, Historic Bucovina, Nature Reserves in Bucovina, Pilgrimage programs a.o. Decay of many historic buildings and monuments (It should be made a short list with priority of the buildings that ne No opening times displayed at all monuments (monasteries for example; the tourists are coming and are in the unpleasant situation to arrive in the front of closed doors). The lack of regulations concerning town planning (or the lack of enforcement) which should maintain the traditional nature of the villages from an architectural point of view (e.g. the accommodation facilities in rural areas) No leisure spaces for tourists Lack of public investment in the development and promotion of cultural attractions museums, monuments, etc. Conservation and architectural preservation legislation not implemented Cultural programs are inadequate for the tourists requirement (galleries, attractive cultural exhibitions that take place in the middle of the season) Acceptable accommodation services Nice and friendly service, very hospitable people Large offer of accommodation structures, from 2 star to 4 stars pensions and hotels Accommodation Poor Design Standards. Greater aesthetic control should be exercised over the appearance of proposed tourist developments in the planning and building approvals process. Gerd Hesselmann, Dr. Carmen Chașovschi 8

9 Accommodation is possible in/near to monasteries Many unclassified structures without any rural architecture; Quality very varied and unreliable Some structures are inadequate for active and mountain tourism; Accommodation not always tidy, bad service, breakfast not always good The accommodation has rather simple standard, often with east-charm ; the hygiene standards can be improved Partly rather expensive, sometimes bad service, everything takes very long time, music too loud, food too cold (tourists interview) Staff not always friendly, helpful Varying hotel standard during round trips through the area Not sufficient Four Star hotels No chain of rural accommodation for bikers Sometimes problem by paying with credit card Not always an ethic behaviour of accommodation structure due a lack of management skills: the contract price with the travel agencies is not respected and are changes in contractual timeframe; Limited liability in covering accommodation places of the tourism agencies Many of accommodation structures are not fulfilling efficiency constructions standards, specific for tourism. In some rural area of Bucovina, is a architectural pollution, that changes the tourism attractively of Bucovina; In others the furniture and the intern design is not proper to the type of tourists who address (to much marmura, stainless steel a.o.) The quality of services does not justify the fees charged for tourist services excessive charging of tourists (especially by international tourists, traveling individually, with no knowledge of foreign languages) The legislation concerning lodging facilities has gaps: it does not allow the selling of local food products The promotion materials of accommodation units are sometime not very attractive and the german translation can be improved Food and Beverage Outlets / Restaurants very good, mostly far better then expected well tasting and typical for the country good original cuisine regarded as opulent and good - meals in restaurants by far better than in hotels there are traditional menus, traditional and natural food stuff; Rather too much meat and lack of fresh products More local products juice, beer, wine instead of Fanta, Cola, etc Not enough choice typical Romanian dishes Varying food standard during round trips Gerd Hesselmann, Dr. Carmen Chașovschi 9

10 Locally sourced food produce is in high demand from tourists Campaign for Eco-Food in Bucovina Partly rather expensive, sometimes bad service, everything takes very long time, music too loud, food too cold Food in hotels could be better Service is not yet used with handling groups: problems when taking the orders and non-transparent accounting The most menu booklets are written in an unattractive way and sometime the translation much be improved There are only 12 food stuff with a bio certificate No traditional restaurants, with traditional authentic cuisine The service-employees have most of them are reluctant in speaking with tourists and are no service-oriented. Suceava, international airport, rail and E58 serving the Bucovina tourism cluster Good network of railways, with good connections on the tourism track Suceava- Vatra Dornei (Gura Humorului, Campulung) Extensive road network, with border crossing points to Ukraine Transportation and accessibility Poor quality of transportation and partially of road infrastructure. A specialized network for the transport through the sights is missing and there is no equipage for horses; No book-ready offers of original ways of transportation as horse-carriages in touristic sights (Suceava, Dorna a.o.); that can be arranged only by request by tourism operators There is no particular transport for cultural tourism No public transportation to Suceava Citadel (at least in Summer) Mocanita trail is to short. Should be continued until Argel Poor cleanness quality in some trains and in the railways High cost of the tickets related to quality of services; There is no good public traffic system (for ex: there is no bus in Vatra Dornei that could make a tour around the area beginning from the railway station. That would facilitate the transport of the luggage that tourists have to carry at the hotel even when it s not a long way). Lack of parking or rest places along the national and county roads (for ex. On the road to Dorna is one only in Ilisesti). Accessibility of Bucovina. Handicap flight schedule for leisure and business tourism Poor roads for cycling and no posting No conditions to care the bikes in the trains or local busses Poor accessibility to Codri Seculari and other natural resources as Izvoarele Sucevei, Lucina. Gerd Hesselmann, Dr. Carmen Chașovschi 10

11 There are events ANTREC according to the calendar: Ciocăneşti, Poiana Stampei, Vatra Moldoviţei; Events organised by the local associations High preoccupation by County Coucil level for generating new events in the rural area and new products There are some events already well promoted and marketed in Romania: Ciocanesti (Festivalul Pastravului, Festivalul Oualor Incondeiate), Gura Humorului (Humor la Gura Humorului, Toamna la Voronet), Vatra Dornei (Serbarile Zapezii) It exist infrastructure for tourism information offices in some points of Bucovina (Siret, near to the border, Suceava, Gura Humorului) Some other institutions or NGOs are supporting TICs in Suceava County (University of Suceava is coordinating 3 TICs in Humor, Siret and Suceava), Salvamont Vatra Dornei has function of TICs and is offering information to the tourists, and small tourism associations in Bucovina too. Tourism info-point at the salt mine from Cacica The existence of and other sites for rural tourism Plenty of information on the internet, but sometime no updated information The opening of a TIC in center of Suceava, with POR financing, with satellites in tourism communities Events No service provider for MICE market There are no regulations concerning the organization of events Local events are not enough promoted Lack of specialised services and equipment suppliers (sound, simultaneous translation, video transmission etc) Only few operators for conference, business events organisation, teambuilding, training etc) Lack of event providers and companies in professional event management. No database of festivals and cultural events available to permit effective promotion to visitors; Lack of support for local traditional festivals (some of them are through the efforts of local tourism associations: Vama, Sucevita, Putna a.o.) Providing Information to Tourists is a skill. This includes collection, preparing, producing and displaying tourist information. Develop a central reservations facility (box office) for all main destinations No professionals in tourism information services (front office, back office); the role is done by other tourism professionals (employees of public authorities, of tourism department, of city halls a.o.) Infrastructure in most TICs in Suceava County are inappropriate: the place should be central, the shelves and displays for maps and information), the printed materials are not enough, no souvenirs to be sell to the tourists Generally no proactive attitude by the professionals in CITs (in Gura Humorului a.o.) due a lack of job understanding (not only information, but also active marketing) Lack of written information for foreign tourists, information panels (in train, bus stations, near to the monuments) No audio-guides in historic monuments in Bucovina Promotion of local and regional events is not just-in-time, so that the tourists can plan their trips according to the events Some web pages are no attractive and the information posted is not updated There is no official web site of Bucovina as tourism destination, coordinated by the regional office for tourism Provide a dedicated non-stop bus shuttle service between the Suceava and then to other destinations within Bucovina (or provide a hop on hop off bus tour of Bucovina) Provide data outputs to websites, TICs and other users;tourism department to collect data on festivals and traditional events and publicize Gerd Hesselmann, Dr. Carmen Chașovschi 11

12 them. County Council to assist NGOs promote niche products and activities in rural areas. Info center from Vatra Dornei develops its activity at the Salvamont Office and doesn t have a particular infrastructure which is typical for a modern TIC There are no free materials (or materials that are easy to trade) to promote tourism Touring Informing Centres in the public administrations vicinity have no permission to trade promotion materials, and so it s impossible to finance other services Absence of maps and tourism materials as maps and brochures; It is a high need for compiling a data base with actual information about Bucovina, a data base with maps 1:5000 or larger, a data base with tourism fotos (the must fotos used in the tourism materials are only with landscape, no tourism orientated, as in brochures from abroad) Tours operators activity have been appreciated as good and very good by german tour operator o tours operators are actively involved in relation with external partners o clients are mostly satisfied with organization o their activity becomes better and better Cooperation with Iasi and Bucharest Reservations on the sites of agencies Tourism offices exists, but are concentrated the most of them in Suceava City Services Tours operators activity: o method of working are not very dynamic and creative o communications could be improved Few agencies that sell the curative and health tourism Need for professional and good tourism guides, speaking foreign languages Poor offer of incoming by almost all agencies from the county; Bucovina is sell by tour operators from Bucharest or Transylvania Packages for rural tourism don t exist (well done packages which can satisfy the demand); are also expensive and non-attractive (no animation activities, in harmony with the interest of the tourism) Very limited leisure and animation offer By all operators level (service, accommodation, food and beverage a.o.) the understanding of tourist expectance is low (that the foreign tourists can have different interest from Romanian tourists and that they behave different). No targeted services or products. The offer is realized in generally by pensions and hotels that are sometime playing the role of tour operator too. Local Population o Country of welcoming people and a tradition of hospitality o Young population with linguistic skills providing many potential tourism employees o Generally the people are welcoming the tourists o The hospitality was identified by tourists as Staff Quality and Local Population Local Population Lack of tourism awareness at public that lead to a low level of hospitality (so important for Bucovina) No public tourism awareness media campaign (Radio Iasi and TVR 3 only) The tourists are expecting to find more wellkept traditions. The locals should have be encouraged to support the local popular Gerd Hesselmann, Dr. Carmen Chașovschi 12

13 a strengths of Bucovina local population Tourism Staff Quality o Well developed networks of high schools and universities as a basis for tourism education and training o National Centre for Tourism Education established and overseeing hospitality industry training o Tourism courses offered at many tertiary education institutions o Some service staff is qualified abroad and there are rising the quality of service at the working place o Friendly healthcare staff and opened towards customers wishes/requirements o Employees speak foreign languages o Staff is mostly nice and benevolent; o A new wave of youngsters who wish to improve their social condition; Training and further training possibilities o Center of Improvement of the Cultural Ministry o Popular School of Arts from Cultural Center Bucovina University, high schools with tourism courses events initiated in the last years (Humor, Vama, Ciocanesti a.o.). Genuine hospitality is not so easy to find anywhere, as it was after 1990 Not in all villages the people are wearing popular costumes The genuine events at country side are sometimes hard to find and the people do not behave anymore as 2 decades ago (wedding, hram a.o.) Should have a better comprehensive of the need of a proper waste management at the country side, and of sustainable use of resources Tourism Staff Quality (further details also at the subchapter ) The quality of professional services is a problem at all levels The quality of services and orientation to the tourists is a problem not only in tourism units but also in complementary industries (transport companies, info-desks in railway stations, and other fields that need a frontoffice contact with the guests) Excessive theory in the tourism phenomenon about quality of service staff; Lack of mountain guides for certain areas and lack of interactive nature interpretation skills; There is a self-satisfaction degree for every level, with not desire to self-improvement; Precarious quality of service staff; Many people with experience are working abroad; Lack of professionalism and foreign languages skills; Mentality regarding some professions in services field; No regional or local structure that can assure continuous training in tourism; Sometimes, the leadership reluctance with regard to introducing new programs or to the actualization of the offer according to international standards; Due the change in education law, the SAM (Scoala de meserii) schools disappeared; No practical skills will be formed in the colleges for tourism Stagnation level for some employees in the health tourism, with no possibility to adapt and update their knowledge to the modern concept of wellness and spa, as is today understood abroad Low quality of training programs in tourism, out of date training materials Sometimes the training of pensions administrator is expensive and it is only formal, delivering only a diploma without the attendance at the training process There is no control on quality of the Gerd Hesselmann, Dr. Carmen Chașovschi 13

14 activities of the tourism workers, due the fact that the managers have also no experience or understanding for tourism standards Salaries are low and not enough to motivate the workers, in most of tourism entreprises Non-existence of vocational training in the field of gastronomy, hotel and hostess and non-existence of a dual education system; Obsolete material base / lack of practice laboratories Inadequate education curricula (lack of correlation between theory and practice) Lack of trainers with the vocational training suppliers The lack of collaboration between training institutions and the beneficiaries of their product In order to create a strong tourism administration committee, implementing government policy and strategy and provide services to the private sector, qualified staff is a critical factor (at county level and at local communities level) Entrepreneurial low interest towards basic and continuous education. The lack of financial support for adult vocational education. The informational and not training character of the tourism education. Low rates of pay and poor working conditions stimulating exodus of hospitality industry workers Vocational training in hospitality sector does not correspond well with employers' needs Low awareness of career paths and potential within the tourism industry Limited skills in use of IT by tourism SMEs. A good image of Bucovina when entering in the county by car, due the Bucovina Wood-Gates, that reflect the hospitality. At the same time, the image when traveling by train or plane not so good (in the airport and in the railway stations) Good signalistic for the monasteries and a very nice direction panel near to Falticeni, with directions to all monasteries! Posters trough european projects, signalized roads Signposting No displays with touristic information in the railway stations or in the airport Bigger tourist canters should have higher standards for clearness and good signalling system for the tourists, that begins from the railway station Creating the info points, which are also very important for the tourists from the railway station or spa; Use the national criteria for brown tourism road signs and issue guidelines to local authorities Is a high need of writing information system (for self orientation of tourists from abroad) Along the national and European roads, that are leading to the monasteries is should be also signs with symbols for toilets, phone, resting places a.o. Gerd Hesselmann, Dr. Carmen Chașovschi 14

15 Bad signposting on the bus stations (no program, no map with positioning of the place; those existent in Suceava for example are in a bad shape) Signaling panels in foreign languages have lacks and do not stand at the European destinations level There are no panels with maps for orientation into towns or near the tourism parking places or tourism sights (with some exception as Sucevita, Humor, Suceava Citadel) The panels are not enough attractive and there is nor unitary system of touring signaling into the county; sometime old-painted maps, outfashioned and in bad shape that shows the need of some procedures for the public services to maintain in a better shape the tourism infos; 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.lack of signs when entering cities leading the way to the CIT and to recognize it (Suceava, Humor or others). A large number of web sites promoting Bucovina as destination, pensions and accommodation Promotion of Bucovina by Fairs The DJS Suceava (County Direction for Statistics) is publishing the Tourism Booklet (Breviar Turistic) with updated tourism indicators and statistics The general accepted USP of Bucovina is NATURE and CULTURE It exist a logo of Bucovina, developed in It should be evaluated by professionals and improved in the way of being much suitable to the international brands and logos (was evaluated as to agglomerated in symbols and old fashioned) Were identified 7 sub-destinations in Bucovina, but it is still the need of a good and real characterization of USP of these) The image of Bucovina have been improved during the time; some efforts should be made in order to sustain this image The number of the foreign tourists follow a positive trend Destination Marketing In GER Ro has low position ranking in tour. destination ranking and Bucovina is not well known The small destinations units should be aware that a good promotion can be done only under the brand Bucovina The promotion materials are produced in small numbers and are not enough. Generally, with few exceptions the brochures are done in old-style, not in the line with recent printing trends for printing materials. The same think is available for the leaflets of tourism units. The editions in foreign languages are not developed for foreign consumers and generally the translation can be improved Lack of updated data base with photos representative for tourism in Bucovina No professional marketing campaign for Bucovina, with messages different for the stage of tourism consume (before buying decision; during the visit of the tourists; after the visit of tourists in Bucovina); No messages differentiated on Romanian tourism market and other source markets Image of Romania not positive which has an impact on Bucovina The statistics are not delivering enough Gerd Hesselmann, Dr. Carmen Chașovschi 15

16 information about tourism motivation, tourism expenditure within the area, reason for traveling, length of stay. This researches should be done by local authorities, with the support of tourism associations The tourism entrepreneurs should be aware that without market research and questionnaires no long term tourism policy can be done: they should administrate questionnaires at least for tourism motivation and for source region/country, eventually the length of the stay. No budgeting according to the importance of source markets and the need to increase promotional budgets for foreign markets In the peek season and in other periods with highest interest the prices of additional products or services increase Only few of-season offers and no significant price-reducing policy for of-season months Need of basic marketing skills for the tourism pensions and hotels and for the entrepreneurs in tourism, through a dummies book or a newsletter for tourism associations Develop an marketing campaign for Bucovina internally Establish a computerized tourism information database with sections updated by TICs, County Council, and with the help of Tourism Ministry licensing department and other authorized providers Need to undertake research on the source markets, through cooperation with Tourism Ministery Offices from abroad Bucovina should be conscious about the target group that it want to address: niche or mass markets Establishing a specific institution for coordinating destination marketing and marketing activitie, based on a marketing plan No new / innovative products on the Bucovina local tourism market. Exceptions are the events organized in Vama, C-lung, Bucsoaia initiated either by County Councils either by local/regional tourism associations a.o. The prices are not all the time competitive. The local operators should be aware that Bucovina is competing with other destinations from Europe and Romania (that can be seeing in the behavior of Romanian tourists that are traveling more abroad; in most of situations the price is the principal decisionmaker factor) The tourism products are not good identified and good marketed (ecotourism, mountain tourism, rural tourism a.o) Lack of modern promotion, booking and payment technologies (web, on-line, booking, cards) No modern portal for promoting the Bucovina Gerd Hesselmann, Dr. Carmen Chașovschi 16

17 as a tourism destination of excellence Insufficient market research. That is a must in order to improve the tourism circulation Tourism offices have limited impact due mainly to low staff levels and low knowledge of tourism Insufficient use of IT and the Internet for information, marketing and reservations Limited private/public sector collaboration in marketing; Low cooperation with cross border destination from Ukraine and Republic of Moldavia in order to promote on the international market common tourim offers Cooperation with NGOs in Romania and the neighboring countries, for the promotion of ecological tourism, mountain tourism, etc. Additional inputs from german tour operators: More info material in sufficient quantities Permanently more, stronger PR Support First class digital photo library for culture and nature Sufficient quantities of hotel pliante Better image of the country, although this has improved considerably Fair prices (1) Keep prices stable First class neutral image brochures for our clients Sufficient quantities of regional pliante Up-to date tourism photos from regional Asociatias plus calendar of events. Some of local events are well known be local population, and they participate actively Some of mayor are understanding their role as active supporters of tourism; such good practices can be found: Ciocanesti, Sucevita Internal Marketing Lack of relevant information above all for foreign visitors. on travelling and in CITs No awareness at local authorities related to tourism, as important economic sector in Bucovina Low awareness at local population for tourism; good image only due traditional hospitality Low contributions of local stakeholders, of local economic sectors, complementary to tourism (water industry, food and beverage industry, Not enough interest in local press for the tourism, in order to raise the interest and the awareness of local population Not enough transparency for tourism The centralized information about the implemented tourism projects, so that all tourism stakeholders can be informed about new tourism products or services Sometime parallel activities are active, from different technique support agencies Lack of awareness of public authorities in rural area for the importance of tourism: the mayors are not aware about their role in Gerd Hesselmann, Dr. Carmen Chașovschi 17

18 providing basic service and infrastructure that should support tourism; Sometime the mayors are not open to invest in tourism and to bring improvements (tourism in not necessary a priority, despite the fact that a lot of people are living from tourism: for example Vama) No understanding of the role that the image of a small community can play in the tourism of Bucovina Preserving of authentic architecture is a must in order to keep the segment of tourists that are visiting Bucovina. For this reason the local population should be informed and motivated Develop an marketing campaign for Bucovina internally. Leisure and weekend breaks for locals are a segment not enough promoted. A high circulation within the region is assured by the local citizens that are spending the weekend at the country side, or they are driving for picnic in areas close to their city. Pensions need to improve extra season occupancy, which is perceived by them as a weakness. A convenient extra season offer can encourage the locals to left their home and to spend the weekends in the pensions in the Bucovina. The locals should be encouraged to participate to the local events in the area. For this, a fix list of events should be well kneed and promoted Gerd Hesselmann, Dr. Carmen Chașovschi 18

19 OPORTUNITIES Romania and Bucovina are considered to be a safe destination There is legislation and the tourism law will be in the next future applied There are specific organizations and funds for protected areas, biodiversity The govern begun to pay attention to the protected areas Tour operators (Romanians and from abroad) plan some new theme for Romania: cultural programs, trips, active tourism, mountain bike and Bucovina is on the list of most tour operators that are selling Romania Most of the tour-operated are interested in info-tours especially in Bucovina, Maramures, Portile de Fier and Banat, Delta Dunarii, cultural tourism and active tourism The tourists opinion about Romania is much better then the image that Romanian has created along time. Most appreciated things are: hospitality, nature, landscape, mountain routes The curiosity about Romania, as last EU entry is still high Travel to less trodden paths growing Beauty, wellness, active, culture tourism growing demand Good network of airports Extensive rail network fourth largest in Europe Extensive road network with many border crossing points National air carrier with good network of destinations and many other carriers Good quality intercity coach services and other tour operator transport Roundtrips in small groups growing Chance to develop tourism offer in cooperation with neighbor counties under common themes; Tourist offices in Munich and Berlin,strengthening Bucovina presence. NTO fair participation B2B and B2C strengthening Bucovina presence Possibilities to communicate the unique tourism offer of Bucovina to the community of potential visitors (Web 2.0) Further development of tourism strategy Will of county council to strengthen the tourism sector Two Romania tourist offices in Germany Accessibility of EU Funds Restructured NTO with industry involvement Properly Resourced NTO Strengthened Local Government Tourism Organization and Role Government Targets for NTO Effective Industry Voice Implemented Tourism Legislation THREATS The geographic position of Bucovina, far from Bucharest and from center of the country can discourage the people to have a visit here Threats from other touristic destination which offer similar products (Bulgaria) An intensive and extensive development of the rural areas can affect the current image of Bucovina: authenticity, traditions The Romanian people should not necessary copy the west standards, but should keep the authenticity and the specific of the area (tour operator statement) Tourists skepticism about Romania There is no legislation concerning quality systems There is no infrastructure and only weak chances to create a network with pensions for the bike tourism Absence of Stability in Public Sector Tourism Leadership Downgrading of Tourism as National Priority and no Tourism Ministry Accommodation Hard to be in accordance with legislation obtaining the licenses, kitchen endowments Lack of national and county level information network Lack of clarity in classifying the big pensions hotels that benefit from the name of agro tourism Strong competitors on Bucovina types of tourism, in Romania and also abroad: Cultural tourism: neighbour and West-Balkan countries, Western European countries, Germany, Italy, France, Spain, Benelux etc. Rural Tourism is an issue in all neighbour and Western European countries with state of the art offers. Mountain / active tourism Alpine countries, Montenegro, Bulgaria, Slovakia etc. In the West established competitors with state of the art offers. Health-, wellness, balneo tourism high developed competitors in Hungary, Chechia, Germany, much closer to Western Source markets., Business tourism: economic crisis,has impact on acquisition of businesses/investors, loss of competitiveness Environmental consciensness will increase Authenticity of villages, cities at risk Charakter (architecture) through wild over construction Lack of political continuity on national level has impact on NTO policy of which Bucovina is one segment. Human Resources Training Hospitality job titles should be adjusted according to European and international best practice. A general manager of a hotel is not Gerd Hesselmann, Dr. Carmen Chașovschi 19