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Cheshire Country Council, United Kingdom. Provincia di Avellino, Italy. E nvironmental U pgrading of urban areas through TOU rism - EUTOU. Hainan Provincial Tourism Administration, Republic of China. Asia Urbs, Europe Aid Co-operation Office. Cultural Tourism Best Practices
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Provincia di Avellino, Italy
Hainan Provincial Tourism Administration, Republic of China
Asia Urbs, Europe Aid Co-operation Office
Cultural Tourism Best Practices
Dr. Alessandra Bianchi
EUTOU defined best practices of eco-tourism development and – more in deep – cases where tourism flow could be moved from consolidate areas towards undeveloped ones, throughout the following steps:
Tourism in Italy is a well-established field. Italian tourism industry has been developed from the first years of XIX century, through an excellent advertising campaign that was the Grand Tour and the Romantic Age. By a WTO analysis, Italy is the fourth destination in the world with almost 50.000 arrivals in a year.The success of this business is a wide offer of attractors, facilities and events in the frame of Italian historical cities and natural beauties. The features of Italian tourism market are the following:
In order of assess the Italian tourism industry, the analysis of the strongest points highlights the following items:
The weakness points involve a complex mix of features that represent an objective handicap for the present condition of tourism industry. Especially it points out several impacts that tourism generates and/or more direct and indirect costs in terms of environment degradation and social behaviour.
It could be described as the following:
To better understand the needs and the kind of facilities that are linked to eco-cultural tourism development, WTO, in the frame of the First World Summit of Eco-tourism held in Quebec City, Canada, in 2002, defined a profile of tourist’s demands:
- no mass tourism destinations, no standard offers, no seasonality
Hainan island is a well known tourist destination both for national market and Asian one. As targeted on 25 Years Plan it is one of the seven major regions where tourism development is given priority, designed as a tropical island holiday resort. Natural beauty is the main attraction joint with cultural attraction. According to the Hainan Province Master Plan and in order to transfer a useful know-how, italian best practices are focused on the following features of Hainan island:
In this frame a special attention is given to eco-cultural tourism strategies, to enhance the island’s attractions, improve life quality and avoid tourism impacts. In the present document environmental risks will be pointed out also.
its geographic location close to Asian markets
its attractive and largely undeveloped coastline and internal areas
its good transport infrastructure
good resorts on the coast
good appeal for domestic market
well known destination for regional market
area free from terrorism risk
- No clear image of Hainan for international long haul
No English spoken
Difficulties to travel on your own
Needs of VISA and no possibility of buying it on the island
absence of integrated net
absence of organic strategy for promotion and commercialization
damaged image caused by sanitary risks (SARS, chicken disease, …)ANALYSIS 6 Strength and weakness points of Hainan tourism market
From the Tourism Master Plan and from the partners visits features of Hainan market are pointed out :
Moreover this analysis has to consider the inner fragilities of natural beauties and the risk of tourism impacts on social minorities.
To compile best practices for Wuzhishan tourism development, a set of targets was pointed out from the analysis of Italian and Hainan tourism market:
- Increase of tourism market in terms of eco-cultural typologies
These targets can be detailed for Wuzhishan development as the following:
- From mass tourism to sustainable tourism
WHAT DID UTAP DO?
The weakness point in the application of this strategy is the not easy balance between the offer system and the huge size of the potential request.
Build a positive, young and active image of summer tourism in the mountains
Enhance land quality
Save mountain agriculture
Try to make ski slopes attractive also for non skiers
Create an info-point net
Ameliorate the tourist offices network
Promote sports and activities such as,trekking, open space shows and tourist entertainment
Urban upgrading of compromised sites
Creation of a hospitality network
Wellness: “wine therapy” and “hay therapy”
Wide target of consumers searching for a“total leisure experience” + low prices1. Created a tourist district
Increasing tourist offer and elements of interest givesa double result:lenghthen tourists stayand the average expense pro capite where tourism exists orattract new tourism flows where there aren’t.
In the Hainan case,the well known beach tourism destinations,can easily carry out this strategy.
Enhancement of minor attractors
Enhancement of natural beauties
Create a tourism offer systemthat satisfies the need of appearance
Promotion towards very high income users segments
Creation of a netof specialized infrastructures for new users
wellness: spas, massage
Creation of cosmetics new brands2. Gave a new life to a local traditional tourist product
Build a typical image strongly connected with the land
Enhance farm productionsand connected agroindustries
Enhance cultural and folk heritage
Comunication campaign on specifical targets
Create an info point network
Typical products Marketing
Urban upgrading and environmental safeguarding
Creation of a hospitatility network
Building and environmental maintenance
Local operators Training as development agents
An informed tourist, that well knows visited sites and at the same time wants a unique experience.
The aim was to create an offer system that could satisfy needs of particular groups of tourists such as:environmental cultural and ecologictourismflows :
products and activities rich in significance, in idendity and authentic
socialization with local inhabitants
deep knowledge of relevant aspects of the visited land
fruition of goods and services with a high emotional level3. Created a typical quality offer
Training for local operators, for the comunication of emotional events
Enhance cultural, landscape and natural resources
Create promotional channels
Create an exchange system amongactivities and emotionsand tourists and inhabitants
Historical sites rehabilitation and restauration
Creation of eventsin line with the sites reflection on the outside
Wide segment of usersthat have a deep knowledge of the visited site.4. Enhanced the emotional meaning of the offer
Comunication through wide diffusion channels
All inclusive tourist offers
Discount rates in full season
Improve the offer system’s efficiency in organization and productiveness
Satisfaction of a standard threshold in tourism offer
Mass tourism5. Kept a leadership in costs strategy
A description of study case and issues of interest in EUTOU project.
It highlights strategies and projects adopted to increase tourism and the tourist target selected
Assessment of adopted strategies and projects
It points out elements that could be used for WZ development
Detailed description of results and a list of issues that are going to be solved
List of web sites in which is possible to have more information about the study case
Study case features
Predominant kind of tourism
PARCO DEL CILENTO E VALLO DI DIANO, SOUTHERN ITALY
The Park area, of 181.048 Ha, is composed of 86 muniipalities and mountain communities. It’s land is very heterogeneous since there are high mountains, valleys, hills and seashores in this big environment. It has always been a land of migration, especially in the internal areas. In fact, there is a big difference, due to tourism as well, between inland poor and almost abandoned areas and towns and the coastline, where there are also problems due to human impact on the environment.
Develop a high quality tourism proposal oriented towards services and demand and able of organizing and promote all different segments (culture, rural tourism, typical products, wine and food tourism, valuable environmental sites, etc) as a systemic and integrated touristic offer generating sinergies and added value.
Organize special events that can attract tourists and, at the same time, bring out a new image of the Cilento Region in connection with the development of a hospitable system and as an instrument for a strong communication of a qualified social and cultural identity.
Promote actions aimed to extend visitors’ stay in inland areas, acting at first, on the hospitable organization of services (“welcome card”), of products and their quality and on an integrated development of promotion and commercialization actions with the aid of a quality brand created for the welcome system.
tourist market tendencies (search of niche products and quality products, growth of request for culture and well-being), that can represent an opportunity for expansion of the tourist segment;
Capability to create a wide offer of tourism facilities
Fast developed in late 50’, Ischia is one of the best known tourism sites in Italy for mass tourism and a beach attractor. But in the last decade it seems to be on the wane. A very short summer season, managed by families’ enterprises, produced less development in terms of facilities quality and social growth. Mass tourism created impacts on coastal ecosystem and social behaviour.
The adopted strategy pointed on local resources to create a wide offer of facilities to extend tourism season during winter and autumn. Special attention is given to natural thermal areas and typical food products. The reference target is a more sophisticated customer that appreciates wellness programs and the cultural offer linked to solid attractors
Volcanogenic area with thermal water and thermal springs. Good transport facilities in the island, easy and fast connections to Napoli by hydrofoil. High standard of facilities and accomodation. High standard of local tour operators.
Lack of tourist planning. Environmental risk connected to tourism development (new hotels built, no respect of natural cycle in renewal of thermal resources, erosion of beaches)
Proximity with coastal area allows to catch tourism flows through a targeted offer. The Chinese experience in natural medicine and therapeutic massage could orient the tourism strategy in this direction.
A longer seasonality is reached combining together beach attractors and thermal resources. Small size enterprises have been created in the field of cosmetics and body care. A good promotion of Ischia thermal properties, allows to create new labels in cosmetics market. Wine and food products are promoted toghrther with thermal attractions.
Targeted network of facilities and products. Common startegies in terms of tourism management. Environmental risk.
www.comuneischia.it; www.terme.ischia.it; www.ischiaonline.it; www.ischiainpillole.com; www.ischiavini.it.