spa-development strategy of the south great plain and vojvodina schwertner jános expert university...
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Spa-development strategy of the South
Great Plain and Vojvodina
Schwertner Jánosexpert
University of Szeged
Cooling Cubes closing conference
Szeged 2014. június 26.
Main goals of the strategy
Goals:- coordinated development of spas in the South Great Plain
and in Vojvodina
- coordination in development strategy between wellness- and medical culture
- bigger role of spas in employment and income generation
- improvment of health condition of local population
- all in all, improving the touristical offer of two regions. Good relationship between Hungarian and Serbian people
Condition of strategy making
There is: political will for cooperation
planning capacity
supply in Hungary
demand in Serbia
There is not: experience in cooperation
operation practice
source
action constraint
We are not: investors
decision makers
Freedom degree's of
project is re
markable
Recommendation - institutions
Theoretical Methodological Centre -
– Collecting new information,
– methodological renewal, research
Practical Methodology Centre – – education of specialists
– quality-control of educational process
Cooling Cubes committee -– owners
– operators
– users
– establishing Cooling Cubes brand
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concepts informationsocial insuranceownershipdevelopment documentssourcessustainability space of developments speed of developmentsnatural watersThe guestsnetworkscollective knowledgecivil relationshipscommon ideamarketing-brandResearch and DevelopmenteducationEUinstitutional developmentTime
Recommendation
Recommendation - concepts
• Conceptual clarification, unified methodology
• Spa and wellness tourism are much more separated in Serbia than in Hungary
concerned: government
experts
clusters
Recommendation - information
• Most of the spas don't have information about their own operation (e.g. energy usage, environmental impact, visitors)
• Lack of processing and evaluation• Partly proper datas• Suggestion: operatin of Theoretical
Methodological Centre
Concerned:Tartomány
Fürdő
Klaszter
Recommendation - Social insurance
• At spas with certified thermal water hospitals were built, and the only visitors are ill people with medical referral.
• Contact with other countries’ social insurance system.
Concerned:Kormányzat
Tartomány
Recommendation - ownership
Ownership arrangement:• Unresolved ownership.• 90% of Hungarian spas are ownered by self
governments.• Petroland Aquapark in Serbia is in private ownership,
and other medical spas are in state ownership• Most of state-owned companies are lossy in Serbia (e.g.
medical spas)
Concerned:
Kormányzat
Önkormányzat
Recommendation – Development documents
• Mirror effect
• Integration of development documents on different levels (settlement,county, region, country, EU)
concerned: EU
Kormányzat
Tartomány
Önkormányzatok
Recommendation - sources
It's only possible with outside resources (investors from regional, governmental, and EU levels)Financial and political risk! learninglobbyingincreasing project knowledgesource and interest concentrationConcerned groups: EU, government, regions, investors
concerned : EU
government
regions
investors
Recommendation - Sustainability
Ecology
environmental impact thermal water noise rubbish traffic
• wellness footprint
Economy
energy costs
wages
incomes from entrance tickets
supports
concerned : council
bath
investors
Recommendation - Space connections of developments I.
Development scenarios according development policy• voluntarist - result • liberal - capital • network-based - supply • value-based - service
Basically we consider project CC as a learning process so we would like a value-based development.
Recommendation - Space connections of
developments II.• 4 types according tourism: local, sub regional, regional, macro-regional
• No difference in quality between these 4 levels, so networking is necessary
„On every levels, is almost everything” Ø
Hungary:– expansion of medical services– health resort certification (Kiskunmajsa and Mórahalom)
Serbian:– increasin the surface of water– komplex spa reconstruction– immediate reconstruction of hospitals
• creation of new spas: (only in Vojvodina: along river Tisza, in Bezdán-Apatin-Zombor triangle)
Recommendation – Speed of developments
• fast but without antecedent, green field (Bački Petrovac, Zalánkemén)
• fast but deficient, wothout hotel (Makó)• fast and complete, but lack of human development!
(Szeged Aquapolis)• step by step (Mórahalom)• hopefuls (Apatin, Óbecse)• dreamers (Ada)
• the most narrow segment: HUMAN CAPACITY
Recommendation - natural waters
• protection of water culture in river Tisza, Danube and other smaller rivers
• at creation of touristical products, connect natural waters with wellness programmes
• it could be the special brand of Cooling Cubes project
Recommendation – The guests
target group? risk of specialisation – cooperation
medical, wellness, sport
aim: conscious bath users!
3.333.333 residents 3.333.333 visitors
– transit 5.000.000 transit passenger
tunel effect
Recommendation - Networks
• coopreation of spa-clusters in two regions
• creation of TDM organisation
• creation of user networks create a group of residents using the spa (facebook, teams, groups, clubs)
• establish Cooling Cubes Committee
Recommendation – Collective knowledge
• migration loss of South Great Plain and Vojvodina
• keep contact with migrants to collect their knowledge
• they have different approach, different views and attitude
• they could be the guests and investors in the future
• Re-Turn project Szegedi Tudományegyetem • Voice of the Village project –
Kistérségek Fejlesztéséért Tudományos Egyesület
Recommendation – Research and Development
• creation and operation a Theoretical Methodological Center
• researches in balneology and tourism
• methodological recommendations based on University of Novi Sad and University of Szeged
Recommendation – Civil relationships
• civil groups who evolve the cult of the spa
• who make suggestions for type of operation
• who make cultural and touristical suggestions
• who participate in work of CC committe
Village + team
Recommendation – Common idea
• establishing of CC brand
• more conscious spa-users
• measurable health-indicators
• residents of CC region can understand the importance of local waters
Recommendation - Marketing-brand
lack of time• creation of (partly existing) feeling, no
problem if one or two elements are not world-class
• giving a cool and optimistic feeling, where the emerging problem can solved with smile
• the most effective marketing is a film series – Surda
Recommendation - Education
• Practical Methodology Centre
• education of specialists and quality-control of educational process e.g. Mórahalom
Recommendation - European Union
• It’s important to know the working and development-logic of EU, very well
• source map
• cooperation = lobby
Recommendation - Time
fashion is present in development policy, in investor’s mind, and also in behaviour of people
Tempora mutantur et nos mutamur in illis
Final Word
Together with project members I would like to say thank you for all participants, who helped us
in the common development of Vojvodina and South Grat Plain in Cooling Cubes Project.
With ideas, information, organization, project management, questionnaire analysis, presentation,
reports, translation, interpreting, and with good words.
Have a good splash to everyone!