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Haga clic para modificar el estilo de título del patrón 1 1
Innovation Strategy for Murcia’s Tourist
Business Sector
Mr Javier Celdrán
Murcia Region Development Agency
October, 5th 2010
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Spain’s level of tourism maintains a leading international position; ranked second in the world, both in terms of tourist quantity and levels of income.
In order to continue its role as a generator of wealth, the tourist sector needs to confront several challenges:
•The increase of international competition.•The changes in demand that are becoming more segmented and specialized.•The new channels of promotion and commercialization.•The rigidity of the productive costs structure etc.
1. THE IMPORTANCE OF THE TOURIST SECTOR AND INNOVATION
Promote a new form of horizontal innovation for the whole System; improve scientific and technological capacity; and augment the effectiveness and efficiency of management processes.
OBJECTIVES OF THE NEW TOURIST ECONOMY (PLAN 2020)
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WORK AMBIT
ACTIVITY (TOURISTIC PRODUCT)
ACCOMMODATION
Analysis of Tourist Products in the Region of Murcia
The Region’s tourist accommodation establishments:• Hotels• Apartments• Camping• Rural
KEYS to development
-- Decided support, via the Region of Murcia’s Development Institute, by the Councils of Tourism and Culture; Economy and Finance; and University, Business and innovation, -- Activities oriented to competitive improvement from an innovation perspective.-- High levels of participation and dynamism by the sector.
• Costal+Nautical• City
• Health• Golf
• Congresses• Rural + Active
2. AMBIT, CONTENT AND WORK METHODOLGY
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So
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Pla
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To
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sm R
egio
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f M
urc
ia 2
006-
2012
& C
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& T
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rism
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Interior and City:TravelersNational: 1,272,444Foreign: 263,939Overnight StaysNational: 5,724,733Foreign: 1,594,926
Costal:TravelersNational: 2,495,327Foreign: 767,973Overnight StaysNational: 18,451,068Foreign: 8,739,787
Interior: N.East, N.West, Valle de Ricote and Cieza, Sierra
Espuña, others.Cities: Murcia, Lorca, Cartagena, Caravaca
Coast: Mar Menor, La Manga, Cartagena Coast & La Union, Bahia de Mazarron, Coast of
Lorca & Aguilas
YEAR 2009 in the REGION of MURCIATOTAL TOURISTS: 4,799,683TOTAL OVERNIGHT STAYS: 34,510,514
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CONTENT AND WORK METHODOLOGY
CHARACTERIZATION of business activities in the Tourism
Development of
STRATEGIESfor tourism innovation.From a business perspective.Innovation: identification of their competitive improvement axis-
DIAGNOSIS of business activities in the Tourism Sector of the Region of Murcia
ME
TH
OD
OL
OG
Y
Work Cabinet
Sector Survey In depth interviews with the institutions and corporations involved.General situation of the tourist and business sector..Attitude / sensitivity in the Sector.Innovation embodied in the Sector. . Institutional approach
Sector survey(validation of proceedings)
Secondary Documentation
CO
NT
EN
T
HOTELES (80) (*)HOTELES (80) (*)
APARTAMENTOS TURÍSTICOS (8)APARTAMENTOS TURÍSTICOS (8)
CAMPINGS (18)CAMPINGS (18)
ALOJAMIENTO RURAL (16)ALOJAMIENTO RURAL (16)
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4
3
2
36
40
Lujo- 4
1ª- 3
1
5
Lujo
1ªcategoría
0
2
2ªcategoría 16
Uni
vers
o Em
pres
aria
l = 1
22 e
mpr
esas
Obj
etivo
de
la e
ncue
stac
ión
= 40
em
pres
as
APARTAMENTOS TURÍSTICOS 1ª3 LLAVES (3)APARTAMENTOS TURÍSTICOS 1ª3 LLAVES (3)
CAMPINGS (5)CAMPINGS (5)
ALOJAMIENTO RURAL (2)ALOJAMIENTO RURAL (2)
1ªcategoría 2
2ªcategoría 3
HOTELES (30)HOTELES (30)
Hospederías 6
2ª- 2 2
Otras2
Hoteles73%
Camping9%
Alojamientos Rurales
11%
Apartamentos Turísticos
7%
Porcentaje de la
tipología de Alojamientos que han
participado en la
encuesta
CRITERIOS DE SEGMENTACIÓN DE HOTELES CRITERIOS DE SEGMENTACIÓN DE HOTELES
PRODUCTOS TURÍSTICOS
Costa+Náutico (50%) -15 hoteles
Cultural – 5 hoteles
Congresos – 3 hoteles
Rural+Activo – 3 hoteles
Salud – 2 hoteles
Golf – 2 hoteles
CADENAS /NO CADENAS
GRANDES/PEQUEÑOS:medido en capacidad (habitaciones)
Buscar variedad de
hoteles en la muestra
Thematic Workshops. TIC Workshop. What is innovation? Workshop
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MEDIA ALTA
I MPORTANCIAI MPORTANCIA
PR
IOR
IDA
DP
RIO
RID
AD
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BOMBEROBOMBERO ESTRELLAESTRELLA
GARANTGARANTÍÍ AASOPORTESOPORTE
MED
IAA
LTA
ALTAALTA MEDI AMEDI A BAJ ABAJ A
PARTI CI PACI ÓN
Plenary session presentation
63. CHARACTERIZATION
• The main barrier to innovation in Murcian companies focuses on costs: direct costs, and funding for innovative projects
• The business aspects in Murcia which have seen most innovation have been:. Those related to advertising.. Those related to the possibility of making reservations.. Marketing and sales.. Quality and management systems.. Operations between the reception and the front-office.
• Consistent with their concerns, entrepreneurs focus their efforts on everything which:. Can provide increased sales (web sites, social networking, and
reservation engines. Revenue, Management, creation of CRM…) and. They can help reduce costs (outsourcing services; computer
management programmes integral to the company; comprehensive, environment friendly systems to reduce energy costs; quality systems ...
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• As new technologies have been used to improve and enhance relationships with customers, suppliers, other administrations and also within the company:-- Customer relations (marketing, promotion, distribution, customer service, loyalty
programmes oriented to development of 2.0 applications 2.0 ...)-- Relationship with suppliers (pricing queries, wholesalers, distributors, requests for
quotes ...)-- Internal management / bureaucratic tasks, management of quality standards…)-- Relationships with other entities.
• When assessing the differences between the various products tested (Coast-Nautical, Cultural, Rural-Active, Conferences, Golf and Health) it shows that the differences don’t come from the product, but via the typology and characteristics of the analyzed company. From a qualitative point of view, one could make the following classification, with all the nuances, that are generated by the nature of the category groupings:
- +Propensión a la innovación
Hotelcadena
HotelgrandeHotel
Mediano
CampingAlojamiento
Rural
Apartamentos
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Business competitiveness
. A complex situation with a broadly competitive environment.. Positive attitude to change. . Need for public support and shared leadership.. Negative perception of innovation due to lack of knowledge.. Information barriers.. Reduced dimension of companies.. Lack of internal and external references, and efficient channels of information dissemination.. Risk of innovation fracture in the sector.
. A complicated municipal situation accentuated by the environment.. Lack of awareness regarding the importance of positioning policies and the promotion of tourist destinations.. Level of “product” competitiveness in decline.. Need for forms of integral management.. Need for a framework of planning, strategy and reference.. Need for cooperation between knowledge centres, administration and business associations.
. Need for a greater level of connection between the administration, destinations, businesses and the scientific community. . . Need to promote positive-sum cooperation. Need for a stable work framework between the sector’s stakeholders... Absence of leaders who can promote the optimum development of new processes.. Perceived lack of institutional support for the sector; lack of awareness and motivation.
. Need for a knowledge management policy: objectives, analysis, dissemination.. Need for clarity and accessibility of work tools: sector keys, and the use of TICs.. Need for the exchange of market knowledge, destinations and tourist products between the regional research groups. Regional forum.. Need for established channels of information dissemination, and news bulletins.
Cooperation and structuring Management of knowledge
Competitiveness of destinations
4. INNOVATION DIAGNOSIS
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ESTRATEGIC AXIS OF THE INNOVATION
Orientation of the COMPANY
DESTINATION Innovation
Cooperation and Structuring
Development of knowledge
5. DEVELOPMENT OF STRATEGIES FOR TOURISTIC INNOVATION
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AXIS ACTIVITY CHAINS MID-SIZED COMPANIES
MICRO COMPANIES
DESTINATIONS
I 1. Creation of a framework for innovation in the Murcia Region
I 2. Desvelopment of a network of networks
I 3. Campaign of new talent
I 4. Tourism Innovation Forum
I 5. Incorporarte the Network of regional cooperation in the Tourism sector
II 6. Incorporate the pre-innovation process: “innovation cheque”
II 7. Bridge to technologies, incorporation of ICTs to the tourist sector
II 8. Pilot Experiencies
II 9. Definition of a Technologies Map
III 10. Management of destinationss.
III 11. New tourist destinations
III 12. New forms of promotion
III 13. Environment as a competitive factor
III 14. Destination Innovator´s Manual.
IV 15. Backing the management of knowledge
IV 16. Identification of new innovation sources.
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Many thanks for your attention ¡¡