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Innovation in Nature Based Tourism Services

Innovation in Nature Based Tourism Services. Qualitative considerations of factors affecting recreation and nature tourism enterprises . Ing. Magdalena Pichlerova, PhD. Department of Landscape Planning and Design Faculty of Ecology and Environmental Sciences

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Innovation in Nature Based Tourism Services

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  1. Innovation in NatureBasedTourismServices Qualitative considerations of factors affecting recreation and nature tourism enterprises Ing. Magdalena Pichlerova, PhD. Department ofLandscapePlanning and Design FacultyofEcology and EnvironmentalSciences TechnicalUniversity in Zvolen, Slovakia www.tuzvo.sk mpichler@vsld.tuzvo.sk

  2. Innovation in NatureBasedTourismServices Aboutme • PhD. in Ecology • teacher, researcher and vice-dean for foreign affairs and development at the FEES • nomination project „Beech Primeval Forests Of the Carpathians“ inscribed • on the List of UNESCO WNH in 2007 • project of the Foreign Commonwealth Office –dynamic visualization of the landscape - invitation to the Highgrove Arboretum by Prince of Wales, initiative of elm introduction

  3. Innovation in NatureBasedTourismServices

  4. Innovation in NatureBasedTourismServices Man is a being that constantly transforms the landscape: it is the only species that changes his living space purposely for no other reason thanto satisfy his aesthetic delights. (NanFairbrother - TheNatureofLandscapeDesign, 1974)

  5. Innovation in NatureBasedTourismServices Lectureoverview history present future Whyrecreation / tourism ? Factors affecting tourismand nature tourism enterprises Characteristics of tourism services New products and their quality

  6. Innovation in NatureBasedTourismServices Thedevelopmentofurbaninhabitantsthrough 1800–2000

  7. Innovation in NatureBasedTourismServices • city – ourlivingspaceforseveralcenturies • Homosapiens – cca 100 000 yearsago • theoldestpaintings – cca 25 000 yearsago

  8. Innovation in NatureBasedTourismServices • shift in geneticsofhumansinceprimevalagesisnegligible, man isprimary a culturalbeing • culture– the term usedforagriculturalland and its „cultures“ • collo, collere, cultum = to dwell, to cultivate, to takecare, aswellas to worship • Homoerectus – Africa, Asia – Europe, evolution (pickers, hunters, neoliticagriculturalrevolution) – man isbecoming a set mechanizm in ecosystem – theresponsibilityforlandscape

  9. Innovation in NatureBasedTourismServices - 3 development stages of man – environment conditions relation 1st era 2nd era 3rd era - fight for existence • man graduallyempowersnature to thedegreedependinguponhisknowledgeofproduction (tools), • natureexploatation • → • - eraofone-wayuseofresources - eraofuniversal man development

  10. Innovation in NatureBasedTourismServices human experience living in landscape (nature) (fixed in humankind genome) man – a part of ecosystem man – managing ecosystem landscape = home landscape = a place where we stop by sometimes

  11. Innovation in NatureBasedTourismServices - tourism recorded the greatest development with urbanization and with development of such work that is not directly connected with earth – people indirectly searchforthe reunion with nature - sport, stress elimination from a big city life – escape from the city, clean air, connection with nature, enjoying sceneries, fishing, relax, . . .

  12. Innovation in NatureBasedTourismServices Löw, J., Míchal, I., 2003

  13. Innovation in NatureBasedTourismServices wilderness • untachednature • bare land, uncultivated, uninhabited • part of a garden or naturalreservation • strictnaturalpreserve, theareaofintactnature, leftforthepurposesofresearch and to protectintactnature (def. IUCN)

  14. Innovation in NatureBasedTourismServices culturalland • „garden“ • theresultofcooperationbetween a farmer and nature • a synonymofunforestedland

  15. Innovation in NatureBasedTourismServices city • fortress?, marketplace? • centersofsecular and spiritualpower • marketwithrelics • placeforcrafts

  16. Innovation in NatureBasedTourismServices Industry Waterareas countryside country flows core urban area city naturalenvironment rural area Forests grazing land wold Agriculturalland scrubland farmland weald

  17. Innovation in NatureBasedTourismServices Naturalpotential depends on • reliefofthelandscape • geomorphologicalrelief • climate • waters • fauna • flora

  18. Innovation in NatureBasedTourismServices Culturalpotential depends on • cultural-historicalremains • culturalfacilities, culturalevents • sportevents

  19. culture (history) landscape „image“ (brand) LANDSCAPE story accessibility safety attractivity Innovation in NatureBasedTourismServices Factorsaffectingrecreation and naturetourismenterprises

  20. Innovation in NatureBasedTourismServices ATTRACTIVITY • whatisattractive ? • lowlandswithbroadriverbedsversushighmountainrangeswithruggedterrain • landscapewith a high heterogenity

  21. Innovation in NatureBasedTourismServices CULTURE (HISTORY) • cultureof a certainplacereflectsitshistoricaldevelopment • theplace has theinformation on custums, typicalcrafts, traditions, language - geniusloci, thespiritof a place (evokes a certainfeelingsofthevisitor)

  22. Innovation in NatureBasedTourismServices Dominant natural barriers

  23. Innovation in NatureBasedTourismServices Dominant natural barriers

  24. Innovation in NatureBasedTourismServices „IMAGE“ • a „key word“ that characterizes a certain place • every significant characteristic that influences the selection of the destination to bevisited

  25. Hungary France

  26. USA Czechrepublic

  27. Netherlands Greece Egypt

  28. Finland Italy Austria Bulgaria

  29. Slovakia • Interioroftheforest in theSmallCarpathians (Slovakia)

  30. Romania

  31. Innovation in NatureBasedTourismServices QUESTIONNAIRE – ROMANIA Knowledge of the capitol city:MEN 100 % WOMEN 87 %

  32. Innovation in NatureBasedTourismServices HaveyouevervisitedRomania ? YES: 61 % YES: 35 % once: 36 % more thanonce: 64 % once: 69 % more thanonce: 31 % NO: 39 % NO: 65 %

  33. Innovation in NatureBasedTourismServices Themainmotivationforthevisit ? 69 % :: recreation, culture, hiking, sport :: 73 % 31 % :: workingtrip :: 27 % Would you recommend the visit to Romania to your friends ? Do youplanrevisitRomania ? 100 % yes 100 % yes 82 % yes 82 % yes

  34. Innovation in NatureBasedTourismServices 39 % menand 65 % womenthathavenotvisitRomaniayet: Do youplanvisitRomania ? Yes: 38 % No: 38 % I don´tknow: 24 % Yes: 45 % No: 445 % I don´tknow: 10 %

  35. Innovation in NatureBasedTourismServices Romania associations visiting: nature, culturalheritage, theCarpathians, mountains, wilderness, Dracula (1 answer), „Oncesa“ paté, thesea, dogs, traditionalwayoflife, churches, freedom, Transilvania, darkness, Caucescu, badroads non-visiting: nature, culturalheritage, theCarpathians, mountains, sheep, cheese, Dracula (10 %), thesea, dogs, Caucescu, nothing, unknown country

  36. Innovation in NatureBasedTourismServices STORY • visitorcanfindhiswaybetter in a placehisis more familiarwith, he has somebasicinformation on • thewayofinterpretation • stories and myths

  37. Innovation in NatureBasedTourismServices ACCESSIBILITY • one of the main assumptions for tourism development • generally: I will not go to the places I can not get to, EXCEPT the target group that looks for adventure)

  38. Innovation in NatureBasedTourismServices SAFETY • more important overpastfewyears • targetgroup: families, seniors (forthemthesafetyisthetop-priorityrequest)

  39. Innovation in NatureBasedTourismServices • landscapepotential is a motivation to visit a destination • services and the potential create a tourism product

  40. Innovation in NatureBasedTourismServices Inner environs of tourism business offer costumers TB targetgroups – costumers marketing Ø Ø c ie ? ov é demands Ø Ø po po ž ž iadavky iadavky co-operation competition product Ø Ø produkt produkt productquality Ø Ø kvalita produktu kvalita produktu

  41. Innovation in NatureBasedTourismServices Destination • destinationdoesnothave to necessaryoffer „everything“ and to „everybody“ • depends on thetargetgoup, what are itsrequiremetns Co-operativemanagement • measure that synchronizes interestwithinthedestination • itshouldsecure a succes in thedestinationplace • thesystem ofco-operation and co-ordinationofstakeholedersensuringtheco-ordinateuseoftheirprimaryandsecondaryoffer

  42. Innovation in NatureBasedTourismServices • - theexperienceofthecostumercanbeexplainedusingthe model of „VALUE CHAIN“ • theworstserviceinfluencesthefinalsatisfactionofthecostumer • each ring ofthechainisimportant Imagebefore Info before Reserva-tion Trans-port arriwal Well-come Contactafter and memo-ries leaving Infra-structure Attra-ctions Places to eat Places to stay

  43. Innovation in NatureBasedTourismServices - one of the important characteristics for the product to be wanted is its QUALITY • consumer is satisfied getting the value for the money • the result, whether consumer is satisfied or not depends on the difference between the reality and expectations: ~quality does not necessary has to be an equivalent of luxury ~ very satisfied satisfied expectations reality unsatisfied

  44. employee costumer relation satisfied or unsatisfied Innovation in NatureBasedTourismServices Personalityoftheemployee • qualityoftheproduct (service) alwaysdepends on theemployee • psychologyoftheemployeecanbecharacterisedasfollows: • „my enterprise and mewant to serve ourguests“

  45. Innovation in NatureBasedTourismServices „Oh, very funny! We´d still like some, however it´s pronounced.“

  46. Innovation in NatureBasedTourismServices stagnation No. ofvisitors revival consolidation decline development exploration involvement time

  47. Innovation in NatureBasedTourismServices EXPLORATION • explorationofthearea • No. ofvisitorsissmall • visitors are willing to accomodatetolocalconditions (language, culture, etc.) • no commercialacgtivities are organised • visitors are welcomed • influenceuponsocialenvironmentissmall, visitorisconsidered a guest

  48. Innovation in NatureBasedTourismServices INVOLVEMENT • increasing No. of visitors • increased influence upon local communities • local inhabitants start to offer services (accommodation) and finds out about the economical advantages • way towards commercialization is opened • relation guest – host changed to client – service provider

  49. Innovation in NatureBasedTourismServices DEVELOPMENT • attractivity and popularity of the place results into increase of No. of visitors • the area is becoming a tourist attraction in a real sense • changes in the spatial structure of the place • visiting the place is a commercial activity

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