INNOVATION ACTIVITIES AT TOURIST INFORMATION CENTERS AND AN INCREASE IN COMPETITIVENESS FOR TOURISM DESTINATIONSLucie Plzáková, Petr Studnička, Josef VlčekSychrov, 16th September 2013

INNOVATI

ON

ACTIVITIES

OF

TIC

CONTENT

1. Introduction2. Aspects of individualization of demand in tourism3. Tourist information centers as a component of destination management4. Business strategy of tourist information centers5. Categorization of TIC´s6. Conclusion7. Literature, sources

Introduction

• growing significance of entertainment and leisure time• individualization of demand for services in tourism industry• offer of services in tourist destination (DMO, PPP, network

of providers)• 600 TIC´s in the Czech Republic• cooperation with visitors, public and private sector, local

residents • TIC´s established by local and regional authorities• AIM – the length of stay of tourists in the area (destination)

is extended

Theoretical aspects

• individualism (manifestation of human emancipation)

• one does not buy a product, but a lifestyle connected to a particular brand

• 66 % of Czechs organize holidays on their own

• 34 % use travel agency services (the highest percentage within the EU)

TIC´s as a component of destination management

• Tourism in the Czech Republic is currently determined by the supply, because the foundation of its development is the destination product offered.

• Tourism information centers, which are special-purpose facilities that provide objective and evidence-based information on destinations, tourism services, and the leisure and cultural supply in the area in which they operate, play a significant role in the presentation of destinations.

• In the Czech Republic, this is dominated by the promotion of attractions and partially the marketing of destinations. Many of them also, in carrying out their business activities, offer and sell paid services related to tourism, such as guided tours, ticket bookings, etc.

TIC´s as a component of destination management

TIC´s in relation to destination management

• TIC´s at the local level are far more active and very often assume the role of DMO´s.

• TIC´s, which play the role of local DMO, are mostly private entities (Ltd. or non-profit public companies).

• 3C – cooperation, coordination, communication

• RDA = Regional Development Agency

Business strategy

• Bottom-up = Switzerland, Czech Republic (local level)• DMO Lipensko, Ltd. (founded 4 April 2011)• TIC for village Lipno nad Vltavou (open year round)• guest card project Lipno Card• the guest card is a marketing tool making used of various

benefits and discounts at participating client service providers

• number of basic services and accommodation providers involved in Lipno Card

Business strategy

Summer 2011 Winter 2011/2012

Summer 20120

102030405060708090

100

Number of basic servicesNumber of accommodation providers

Categorization of TIC´s

• 600 tourist information centers registered in the Czech Republic, which on a voluntary basis, are grouped together in the Association of Tourist Information Centers (ATIC)

• certification system under the auspices of the Ministry of Regional Development of the Czech Republic as part of the framework for the Czech System of Quality Services in the Czech Republic.

Category Characteristic

A State-wide information centers are marked with four stars.

B Area-wide information centers are marked with three stars.

C Local year-round information centers are marked with two stars.

D Seasonal information centers are marked with one star.

Conclusion

• TIC´s DMO´s• differences (local x regional x national level)• innovation (public x private sector – business strategy)• categorization of TIC´s• networks of providers

Literature, sources[1] Analýza kvality služeb a realizace průzkumů ve vztahu k turistickým informačním centrům (TIC). Praha: MMR ČR, 2010. 186 p.[2] ATTL, P., NEJDL, K.: Turismus I. 1st ed. Praha: VŠH, 2004. 178 p. ISBN 80-86578-37-2.[3] BECK, U. Riziková společnost. 2nd ed. Praha: SLON, 2011. 431 p. ISBN 978-80-7419-047-6.[4] DRUCKER, P. F. Inovace a podnikavost – Praxe a principy. 1st ed. Praha: Management Press, 1993. 266 p. ISBN 80-85603-29-2. [5] DUFFKOVÁ, J., URBAN, L., DUBSKÝ, J. Sociologie životního stylu. 1st ed. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, 2008. 236 p. ISBN 978-80-7380-123-6.[6] GÚČIK, M. Manažment regionálneho cestovného ruchu. 1st ed. Banská Bystrica: Slovensko- švajčiarske združenie pre rozvoj cestovného ruchu, 2007, 290 p. ISBN 978-80-89090-34-1.[7] HONNETH, A. (ed.). Zbavovat se svéprávnosti. Paradoxy současného kapitalismu. 1st ed. Praha: Filosofia, 2007, 334 p. ISBN 978-80-7007-269-1.[8] HUDEC, O. Regionálne inovačné systémy. Košice: C-press.sk, 2007. 200 p. ISBN 978-80-8073- 964-5. [9] Jednotná klasifikace turistických informačních center ČR. Praha: ATIC ČR a MMR ČR, 2013. 24 p.[10] KALABISOVÁ, J., PLZÁKOVÁ, L., STUDNIČKA, P., TINKOVÁ, V. Měření efektů cestovního ruchu v obci Lipno nad Vltavou. 1st ed. Praha: VŠH, 2013. 154 p.[11] KUBÁTOVÁ, H. Sociologie životního způsobu. 1st ed. Praha: Grada, 2010, 272 p. ISBN 978-80- 247-2456-0.[12] LIPOVETSKY, G. Paradoxní štěstí. Praha: Prostor, 2007, 443 p. ISBN 978-80-7260-184-4.[13] PETRUSEK, M., BALON, J. Společnost naší doby. 1st ed. Praha: Academia, 2011. 156 p. ISBN 978 80-200-1965-3. [14] PETŘÍČKOVÁ, L., STUDNIČKA, P., VRCHOTOVÁ, M. Organizace cestovního ruchu v krajích a turistických regionech České republiky. 2nd ed. Praha: Nakladatelství CzechTourism, 2012. 125 p. ISBN 978-80-87-560-01-3.[15] VLČEK, J. Analýza poptávky a segmentace trhu v marketingu destinací (metodologické poznámky). In Czech Hospitality and Tourism Papers. Praha: VŠH, 2008, ISSN 1801-1535.

Thank you for your attention!

Petr StudničkaSecretary of Department of Travel and Tourism Studies

Institute of Hospitality Management in Prague

Svidnicka 506181 00 Praha 8Czech Republic

P: (+420) 283 101 138E: studnicka@vsh.cz