tourism added value chain and marketing mix
DESCRIPTION
Republic of GeorgiaTRANSCRIPT
TGM Project
Tourism Workshop 1Value added chain & Marketing Mix
Agenda
Presentation of participants Goals of the workshop TGM Project Value added chain
– Introduction– 2 Groupworks
Marketing Mix– Groupwork
Organisation of the follow up
Goals
Training– Tourism market
Design– Value added chain hiking tourism– Marketing mix hiking tourism
Planning– implementation
Other expectations ?
To organize and improve the efficiency of the tourism value added chain of Georgia in the field of hiking and related activities like biking, starting from the pilot region of Borjomi-Vardzia-Bakuriani.
Trails Guides Market
TGM Project
T
G M
BUYERS
Value Added Chain 1
« The Tourists Pipeline »
CUSTOMERSRAW
MATERIALSSALEDISTRIBUTIONTRANSFORMATION
SUPPLIERS
Institutions
Value Added Chain 2
Tour Operatorsabroad
Tour OperatorsTbilisi
LocalConsolidators
Money
Services
ServiceProviders
Tourists
Value Added Chain 3
TOURIST
TOUR OPERATORS/WEB
COUNTRY AGENTS
SUB AGENTS
SERVICE PROVIDERS• lodging• food• entertainment• guiding• administrative matters• health• rescue• …
Pro
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Tou
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Value Added Chain 4 – Ex. Pamirs
Inter-Assist 2003
Proposed Detailed Value Added Chain
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SERVICE PROVIDERS
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INTERNATIONALCONSULTANTS
INTER-ASSIST DONORS
NETWORK
DISTRICT COMMISSIONS
Value Added Chain 5 – Draft BVB
Money flows
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Value Added Chain 6 - Incoming
Local consolidator
ELCANA
Accueil paysan
Pan Parks Acomodation
Hosting Networks
Others
Other Service Providers
FoodBDP-Borjomi Project Guides
Borjomi National Park
Tourism Information Offices
Tourism Department
Tour operators Tbilissi Tour operators abroad
Tourists
CENN Bakuriani
Value Added Chain 7
Groupwork 1 – MIX groups– List actual groups of actors of the Georgian tourism
Value Added Chain on colour papers– Draw the actual Value Added Chain for the BVB
Destination - How do your tourists come to BVB ? – Which companies and institutions are helping them ?
– Is something missing ? – Write it on colour paper– How could the situation
be improved ? – Complete the chain
– Restitution
Your tools
Value Added Chain 8
Groupwork 2 - MAX groups– Identify for each group of actors the services
proposed and needs
– Is something missing or redondant ? – Write on colour papers
– How could the situation be improved ?– Restitution
MYINSTITUTION BUYERSSUPPLIERS
Marketing Mix 1
The « Tourists Pump »
PRODUCTS
PRICE
PLA
CE
PROMOTION
Marketing Mix 2
Starting from what you have and will have Natural resources, culture and buildings Trails network Guides network Hosts network Value added chains
– Tourism– Agroindustry– Handicrafts– …
Marketing Mix 3
Define your target tourists and priorities Georgians
– Adults, families– Schools, students
Foreigners– Expatriates– Incoming tourists
Communities of practice– Hikers– Birdwatchers – …
International visitors statistics 20051. Azerbaijan (153’467)2. Turkey (109’796)3. Armenia (97’078)4. Russia (90’075)5. USA (12’928)6. Ukraine (12’376)7. Greece (7076)8. UK (6677)9. Israel (6310)10. Iran (5033)11. France (3975)12. Netherlands (3089)13. Italy (2721)
Marketing Mix 4
Define products and services you will offer Tours for groups and individuals
– Standard– On demand
Activities– Food and lodging– Hiking (guides)– Entertainment– Visits– Shopping
Information offices
Who offers what ?
Marketing Mix 5
Determine the pricesCalculation forms
– From individual service provider– To global product
Conditions of success– Cover at least the costs– Correspond to what the market is ready to
pay
Marketing Mix 6
Define how you’ll bring the people to the products (Place)Sales network
– Tour Operators locally, in Tbilissi and abroad– Local consolidators– Hosts– Guides
Logistics– Transport companies– Trails
Marketing Mix 7
Define how will you promote your products Tour proposals (detailed descriptions) Leaflets / pamphlets / flyers Homepages
– Own– Others
PR : Articles, videos– Media– Guidebooks, « Paper 2.0 » like Lonely Planet, …– Books– Web 2.0 communities
Department of Resorts and Tourism– Fairs and workshops– Journalists trips– Tour Operators trips
Internet web 2.0 communities
http://earth.google.com www.wikipedia.com www.flickr.com (pictures) www.myspace.com, www.dailymotion.com
(videos) www.tripadvisor.com, www.world66.com,
www.virtualtraveller.com, www.venere.com …
The only limit is your imagination !
Interesting web services
www.accueil-paysan.com Google Alerts Communication for free
– Telephone, conferences, chat : www.skype.com, Microsoft Live Messenger, Yahoo, Google, …
– Discussion groups : http://groups.google.com, Microsoft Messenger live
– Blogs : www.blogger.com, …– …