tourism product development in the crimea, saffery
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7/31/2019 Tourism Product Development in the Crimea, Saffery
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Tourism ProductTourism Product
Development in theDevelopment in the
CrimeaCrimea
Alan J. SafferyAlan J. Saffery
BIZPRO Tourism ConsultantBIZPRO Tourism Consultant
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Current TourismCurrent Tourism
ProductsProducts What are the Crimea’s Unique SellingWhat are the Crimea’s Unique Selling
Points?Points? CulturalCultural
NaturalNatural
HistoricalHistorical
RecreationalRecreational
Sociological / DemographicalSociological / Demographical
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Current TourismCurrent Tourism
ProductsProducts What locations have similar tourismWhat locations have similar tourism
attractions to the Crimea?attractions to the Crimea? NationalNational
RegionalRegional
InternationalInternational
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Current TourismCurrent Tourism
ProductsProducts Why do tourists choose the CrimeaWhy do tourists choose the Crimea
over other destinations?over other destinations?
Why do tourists choose otherWhy do tourists choose other
locations over the Crimea?locations over the Crimea?
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Current Tourism DemandCurrent Tourism Demand
What is the profile of the average touristWhat is the profile of the average touristto the Crimea?to the Crimea? Age rangeAge range GenderGender Income levelIncome level Educational attainmentEducational attainment NationalityNationality Group sizeGroup size
Length of VisitLength of Visit Travel Arrangements Travel Arrangements Form of transportationForm of transportation Choice of AccommodationChoice of Accommodation Level of fitnessLevel of fitness
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Current Tourism DemandCurrent Tourism Demand
Are your tourists getting ‘Value forAre your tourists getting ‘Value for
Effort’?Effort’?
Value
Effort
Facilities &
ServicesCost
Experience
Effort= +
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Current Tourism DemandCurrent Tourism Demand
Are you providing what most of yourAre you providing what most of your
tourists want?tourists want?
How do you know?How do you know?
Are you doing any market researchAre you doing any market research
or do you access any marketor do you access any market
research?research?
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Current Tourism DemandCurrent Tourism Demand
Market ResearchMarket Research Outbound operator brochuresOutbound operator brochures
Visitor surveysVisitor surveys
Customer feedbackCustomer feedback
Industry magazinesIndustry magazines
Academic journals & reportsAcademic journals & reports
AssociationsAssociations
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Trends in EuropeanTrends in European
TourismTourism Faster growth in short-break holidaysFaster growth in short-break holidays 88% of European arrivals are intra-88% of European arrivals are intra-
regionalregional Reduced trip spendingReduced trip spending Decreasing lengths of stayDecreasing lengths of stay 27% booking online27% booking online 45% use travel agent / tour operator45% use travel agent / tour operator
Activity vs. destinationActivity vs. destination SafetySafety Less loyaltyLess loyalty Authentic & learning experiencesAuthentic & learning experiences
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Current TourismCurrent Tourism
ProductsProducts Why undertake product development?Why undertake product development?
Tourism industry is changing – a dynamic Tourism industry is changing – a dynamic
industryindustry
To encourage tourists to visit Crimea rather To encourage tourists to visit Crimea ratherthan other destinations – be more competitivethan other destinations – be more competitive
To increase ‘Value for Effort’ and therefore To increase ‘Value for Effort’ and therefore
tourism arrivals and satisfactiontourism arrivals and satisfaction
To diversify or specialise in particular tourism To diversify or specialise in particular tourismmarket profilesmarket profiles
To add value to the product and therefore To add value to the product and therefore
increase revenueincrease revenue
To provide exactly what tourists want!! To provide exactly what tourists want!!
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Current TourismCurrent Tourism
ProductsProductsDecision Time:Decision Time:
1)1) Continue selling existing productsContinue selling existing products
2)2) Upgrade/improve existing productsUpgrade/improve existing products3)3) Sell new tourism productsSell new tourism products
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Developing TourismDeveloping Tourism
ProductsProductsUpgrade & Improve Existing TourismUpgrade & Improve Existing Tourism
ProductsProducts
Better quality transport,Better quality transport,
accommodation, guide services,accommodation, guide services,
equipmentequipment
Improved access to and experienceImproved access to and experience
of museums, lectures, restaurants,of museums, lectures, restaurants,
national parksnational parks
Adapt length of tripAdapt length of trip
Add or amend attractions
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Developing TourismDeveloping Tourism
ProductsProductsNew Products - Market SegmentsNew Products - Market Segments SportSport CulturalCultural Active adventureActive adventure HistoricalHistorical AcademicAcademic ReligiousReligious Seniors / FamilySeniors / Family
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Developing TourismDeveloping Tourism
ProductsProductsItinerary DevelopmentItinerary Development
Attractions, restaurants,Attractions, restaurants,
accommodation, transportation,accommodation, transportation,
activitiesactivities
Special services – guides, lectures,Special services – guides, lectures,
shopping, tastings, informationshopping, tastings, information
provisionprovision
Group sizes, lengths of stay, level of Group sizes, lengths of stay, level of
difficulty, appropriatenessdifficulty, appropriateness
Test the itinerar and et feedback