SWOT Analysis Religious Cultural Tourism
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1 SWOT Analysis Religious Cultural Tourism Touristic Services Partner: NERDA Released: July 9 th 2012
2 THE OPERATIVE PHASE Description of context (overview) Religious tourism has known an increase in the number of tourist both national and international, as the national institute of statistical research shows, the year 2011 has brought a number 17,914,102 overnight stays to Romania, but also the rate of occupancy for all accommodation types was an average of 25% for the whole of But comparing the 1st Quarter of 2011 with the same period of 2012 we can see that the total number of overnight stays has increased by 5% in 2012, but the ocupancy rate fell 7 %. The number of overnight stays for the same period (1st Quarter) of 2011 is 2,294,653 and in 2012, 2,435,771 overnight stay which means that more tourists want to have a longer stay in Romania. This information can be found in the annex to this document. Source: (National institute of Statistical Research) As can be seen from the statistics presented above, the supply of accommodation is under used and this is due to small number of tourist visitors. This has nothing to do with the touristic potential of Romania, as it has a complex offer of natural, and anthropic sites. From all the fields of tourism, eco-tourism and active tourism have come to be the most popular in recent years. Overall spread of accommodations is leaning more towards active tourism and business tourism where higher quality accommodation can be found this meaning that cities and renowned tourist destinations have the most luxury accommodations available, but also, in religious pilgrimages as in eco-tourism offers a different kind of accommodation one linked more with spiritual feelings ( quietness, peace of heart) and does not have so much to do with luxury. Going deeper in to the field of cultural religious touristic services, these use almost the same types of accommodation and infrastructure as the rest of the tourism, but also has its own types of tourist service infrastructure as for example: Most of the monasteries can provide accommodation and a meal for most of the tourists on demand, and this is provided at no or small cost.
3 Strengths The diversity of natural and anthropic attractions; The diversity of cultural events: festivals, theatre, concerts, folk traditions Availability of a broad and diverse heritage attractions to meet the demands of tourism on different levels; The presence of a large number of protected areas, national parks and reservations; Reduced pollution in most tourist destination; Traditional food and drinks; Availability of a large number of cultural religious assets; Presence of Pilgrimage Centers Unique destinations Weakness Poor integration of the destinations in tourism products; Poor infrastructure for some of the destinations; Lack of national strategy for tourism and quality certification of tourism products; Poor marketing for most of the destinations; No interrelation with other kinds of tourism; Lack of information for most potential destinations; Low number of English speaking persons working in tourism services; Unequal spread of services over the country; Lack of adequate plans and zoning in the tourist areas;
4 Opportunities Increase in the awareness of the people and institutions over the potential of the religious cultural assets; Development of the human resources in the tourist sector; Improving the national infrastructure; Diversification of touristic services ; Development of institutional support and public-private partnership; Developments of themed routes; The divers potential of tourism assets in Romania could help people develop new touristic products; Funding through the European Structural Funds and other EU funding programmes Improvement of national tourism development plans. Diversification of tourist products; Rehabilitation of degraded destinations Threats Lack of funding The working programs of such destinations differ from one to another so it makes it hard to get from one objective (destination) to the other; Continuous degradation through human interaction and natural elements; The lack of interest in the area of cultural assets; Private interest for the cultural assets which could hinder their integration in a route; The loss of traditions and customs; Mass tourism and over usage of tourism products; Lack of strategic tourism development Reduction in average length of stay with consequent need to expand the religious tourism offer;
5
6 Final Report Synthetic summary of the Strengths and Opportunities Romanian tourism is characterized through hospitality and customs. Most, popular tourist destinations are placed in beautiful natural environments and the accommodations are varied and at their current stage can receive a larger number of tourists. There is still room for development as the most of the cultural religious assets still have untapped potential and their linkage with other kinds of tourism would create new and diverse tourist products. The placement of Romania in the European Union offers a great opportunity for the tourist sector to improve by absorbing available funds and developing a real strategic tourist sector. Through the development of the human resource, the quality of the services provided would greatly improve and this will have a direct consequence on the yearly number of tourists coming to visit. There are still few themed routes developed across Romania, and these potential can be improved by creating new development ideas. Approaches to be taken to overcome shortcomings and constraints and possible disadvantages The following approaches are planned to be taken in order to overcome shortcomings, constraints and disadvantages: - Ensuring that Romania will become a known touristic product through correct and intensive marketing and further development of the tourism sector; - The development of the human resource in order to improve the quality of services and the implementation of international standards in the quality of services provided; - Improving the services infrastructure ; - Diversification and further development of touristic services; - Creation of a suitable legal environment in order to ease access to funding;
7 - The strict implementation of the tourist development strategy guide and the implication of the national institutions in the further development of touristic products; - Preservation, protection and quality improvement of current tourism resources.
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