Transnational SWOT Analysis

Transcription

1 Transnational SWOT Analysis THETRIS PROJECT WP3.4.1 PP6 - LAMORO Development Agency This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF 1

2 Table of Contents Introduction: Transnational SWOT Analysis 3 Transnational SWOT Analysis - Methodology and matrixes 4 Transnational SWOT analysis - Summary matrix and related comments 13 2

3 1. Introduction: Transnational SWOT Analysis This transnational SWOT analysis handbook is foreseen by WP of THETRIS project. The main objective of WP3 is to analyze tangible and intangible cultural heritage linked to churches in 11 Partner Regions: in Upper-Tisza, Saxony, Bohemian Switzerland, Presov, Asti, Torino, Graz, Molopolska, Goriska, Gorenjska and Padova. The aim of this transnational SWOT analysis is to provide detailed overview information about Strengths, Weaknesses, Opportunities and Threats of transnational focus area of preservation of churches and related cultural heritage in the Regions where the Thetris project is been implemented. A SWOT analysis (alternatively SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project. A SWOT analysis involves specifying the objective of the project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a convention at the Stanford Research Institute in the 1960s and 1970s. Strengths: characteristics of the business or project that give it an advantage over others. Weaknesses: are characteristics that place the team at a disadvantage relative to others. Opportunities: elements that the project could exploit to its advantage. Threats: elements in the environment that could cause trouble for the business or project. Identification of SWOTs is important because they can inform later steps in planning to achieve project objectives. First, the decision makers should consider whether the objective is attainable, given the SWOTs. If the objective is not attainable a different objective must be selected and the process repeated. Users of SWOT analysis need to ask and answer questions that generate meaningful information for each category (strengths, weaknesses, opportunities, and threats) to make the analysis useful and find their competitive advantage. 3

4 2. Transnational SWOT analysis - Methodology and matrixes On the basis of Regional SWOT s analysis conducted by PPs on their own Regions, PP6 has set up a transnational SWOT matrix, where common points to at least three partners synthesis by each domain considered are listed. Selected domains for both Regional and Transnational SWOT analysis are listed below: Socio economic context and entrepreneurship; Routes and Location; Heritage and preservation; Local identity and commitment. In the second part of this handbook, PP6 has produced on the basis of Regional SWOT analysis a transnational SWOT matrix, where Strengths, Weaknesses, Opportunities and Threats of Regions participating in the Thetris Project are summarized and commented. The purpose of this handbook is therefore to provide a detailed overview of regional features and build up the basis for the development of a transnational cultural heritage preservations strategy. 4

5 SOCIO-ECONOMIC CONTEXT AND ENTREPRENEURSHIP STRENGHTS Location, closeness to main infrastructural networks (motorways, main roads, railways, airports) PP2, PP8, PP10, PP11 Industry: international companies or high quality producers LP, PP2, PP6, PP9, PP10, PP11 High percentage of SMEs PP2, PP7, PP10, PP11 Agriculture: quality food and agricultural products (particularly wine) PP5, PP6, PP9, PP11 Long tradition and/or development of tourism PP2, PP7, PP8, PP9 Soft tourism (rural accommodation, family businesses, children offers) LP, PP7, PP8 Richness and diversity of nature and landscapes PP2, PP7, PP8 Handicraft quality production (particularly wooden crafts) PP5, PP6, PP7 WEAKNESSES Lack of governance, public-private cooperation and/or associations cooperation PP5, PP6, PP8, PP9 Lack of local entrepreneurship culture PP2, PP5, PP10 Lack of investment in research and/or innovation PP2, PP9, PP10 High or rising unemployment rate LP, PP2, PP4, PP8, PP9, PP11 High emigration rate (especially commuting to the cities) LP, PP4, PP5, PP7 Low number of well-qualified labour force LP, PP2, PP10 Territorial disparity (concentration of activities and/or tourism in part of the area) PP2, PP5, PP7, PP9 Low quality standard of tourist services PP2, PP5, PP7, PP8 OPPORTUNITIES Interest in partnerships and/or cooperation PP7, PP8, PP10 Development of cross-border cooperation (labour market, entrepreneurship, public services, tourism) PP2, PP7, PP8, PP10 Internet and digital media development LP, PP5, PP8 Enhancement of local food and beverage products (especially from organic agriculture) LP, PP6, PP8 THREATS Reduction of public financing LP, PP2, PP4 Economic recession PP2, PP6, PP10 Decrease of the local qualified population LP, PP2, PP10 Difficulties in perceiving the area as tourist attractive LP, PP6, PP8 5

6 Among strength points linked to socio-economic context and entrepreneurship, one of the most relevant characteristic identified by PPs is the presence of high quality producers and international companies operating on their own territorial area, where Regional SWOT analyses were undertaken. In fact, as we can see from the matrix above this characteristic was underlined by LP, PP2, PP6, PP9, PP10 and PP11. Additionally, location and closeness to main infrastructural networks - like for instance motorways, main roads, railways and airports - is been underlined among strengths by PP2, PP8, PP10, PP11. The high percentage of SMEs is seen as a strength point by PP2, PP7, PP10 and PP11, while the quality of food and agricultural products (especially wine) is listed as strength point by PP5, PP6, PP9 and PP11. Concerning weaknesses, LP, PP2, PP4, PP8, PP9 and PP11 highlighted a high or rising unemployment rate in their own Regions, while the lack of governance, public-private cooperation and/or associations cooperation is been stressed by PP5, PP6, PP8 and PP9. A generally high emigration rate is highlighted as a weakness point by LP, PP4, PP5 and PP7, while a territorial disparity in term of concentration of tourism activities is been stressed by PP2, PP5, PP7 and PP9. Regarding potential opportunities for regional development proposed by PP2, PP7, PP8 and PP10 it is necessary to include as growing phenomena the cross-border cooperation in term of labour market, entrepreneurship, public services and tourism. Interest in partnerships and cooperation is among opportunities phased by PP7, PP8 and PP10. Internet and digital media development is been underlined by LP, PP5, PP8, while the enhancement of local food and beverage products (especially from organic agriculture) is considered as an opportunity to be developed by LP, PP6, PP8. Finally, LP, PP2 and PP4 highlighted as a threat the reduction of public financing; economic recession is been underlined by PP2, PP6 and PP10 among threats, while a decrease of local qualified population is been highlighted by LP, PP2 and PP10. In conclusion, LP, PP6 and PP8 underlined difficulties of local stakeholders in perceiving the area as tourist attractive (threat). 6

7 ROUTES AND LOCATION STRENGHTS Trails, cycling and pedestrian routes: thematic, cultural and historical itineraries LP, PP2, PP3, PP5, PP7, PP8, PP9, PP11 Natural preservation areas, national parks, attractive landscapes LP, PP3, PP5, PP6, PP8, PP9, PP10 Richness of cultural sites in the surrounding area PP3, PP4, PP8, PP9, PP10, PP11 Good public transport accessibility LP, PP2, PP7, PP8 Cross-border routes PP2, PP5, PP7, PP9 Proximity to transport routes (railway, motorway) PP2, PP4, PP5, PP6, PP8, PP10, PP11 Food and wine itineraries and tourism PP5, PP6, PP11 Pilgrimage routes PP5, PP7, PP11 Sports and leisure tourism (water and snow sports) PP8, PP9, PP10 WEAKNESSES Difficult public transport PP2, PP4, PP5, PP9, PP10 Lack of connection to airports PP2, PP4, PP9 Lack of tourist information and promotion, including by websites PP3, PP6, PP7, PP8, PP9, PP10 Poor road quality LP, PP2, PP8 Insufficient integrated tourist offer PP3, PP8, PP9, PP10 Heterogeneity or lack of signposting PP4, PP3, PP6, PP8, PP9 Lack of cooperation PP6, PP9, PP10 RED: INCLUDED IN THREATS RED: INCLUDED IN OPPORTUNITIES OPPORTUNITIES Sustainable public mobility PP2, PP5, PP10 New cycle paths and routes networking (hikers, bikers, pilgrims...) LP, PP3, PP7, PP9 THREATS Reduction of public transport PP2, PP7, PP8 Worsening of road conditions, lack of maintenance PP2, PP5, PP9 Insufficient funding for tourism promotion or cultural institutions PP4, PP6, PP8, PP10 7

8 Focusing on Regional SWOT s analysis in the domain targeting at routes and location the most common strength identified by PPs regards the existence of trails, cycling and pedestrian routes with thematic, cultural and historical itineraries (LP, PP2, PP3, PP5, PP7, PP8, PP9 and PP11). Natural preservation areas, national parks and the attractiveness of landscapes is a strength point in the Regions analysed by LP, PP3, PP5, PP8, PP9, PP10, while to PP6 the same characteristic is listed among opportunities to potentially exploit. Richness of cultural sites in the surrounding area (PP3, PP4, PP8, PP9, PP10, PP11) and proximity to transport routes (PP2, PP4, PP5, PP6, PP8, PP10, PP11) are also seen a strengths by PPs. Lack of tourist information and promotion (including websites information) is judged to be a weakness by PP3, PP6, PP7, PP8, PP9 and PP10, while in the same category we can find the insufficient integrated tourist offer (PP3, PP8, PP9, PP10), the heterogeneity or lack of signposting (PP4, PP3, PP6, PP8, PP9) and the difficulty in accessing public transport facilities (PP2, PP4, PP5, PP9, PP10). The improvement of sustainable public mobility (PP2, PP5 and PP10) and the development of new cycle paths and routes networks (LP, PP3, PP7 and PP9) are listed among opportunities in the given Regions. Finally, the most common threat expressed by PPs in the domain of routes and locations is represented by the insufficient funding for tourism promotion or cultural institutions (PP4, PP6, PP8 and PP10) followed by a reduction of public transport (PP2, PP7, PP8) and by the presence of bad road conditions and/or lack of maintenance (PP2, PP5, PP9). 8

9 HERITAGE AND PRESERVATION STRENGHTS Richness of cultural and heritage sites: museums, castles, fortresses, heritage buildings, archaeological sites LP, PP3, PP5, PP6, PP7, PP9, PP11 Attractive landscape and environment, preservation areas PP2, PP4, PP5, PP6, PP9, PP10 Strong cultural identity PP6, PP7, PP8 Strong local traditions: festivals, races, plays, concerts PP2, PP6, PP7, PP8 WEAKNESSES Lack or difficulties of heritage preservation funding PP2, PP9, PP10, PP11 Weak cultural management and marketing strategies PP2, PP4, PP5, PP10, PP11 Lack of awareness of the importance of own cultural heritage PP3, PP5, PP8 OPPORTUNITIES Development of environment and community-friendly tourism LP, PP2, PP5 Cultural and tradition-based initiatives PP4, PP6, PP7, PP8 THREATS Shortage of public funding for the architectural heritage preservation PP2, PP4, PP5, PP6 Natural disasters: floods, fires, earthquakes PP2, PP8, PP9 9

10 In the domain related to heritage and preservation the main strength identify by PPs (LP, PP3, PP5, PP6, PP7, PP9 and PP11) is the richness of cultural and heritage sites, like for example museums, castles, fortresses, heritage buildings and archaeological sites. The attractiveness of landscape and local environment, e.g. preservation areas (PP2, PP4, PP5, PP6, PP9, PP10) as well as the strong cultural identity (PP6, PP7, PP8) and a strong local traditions in term of festivals, races, plays and concerts (PP2, PP6, PP7, PP8) are also listed among strengths points. A weak cultural management and poor marketing strategies have been highlighted as the main weakness by PP2, PP4, PP5, PP10 and PP11. Among weaknesses PPs addressed also difficulties in getting heritage preservation funding (PP2, PP9, PP10, PP11) and a lack of local awareness on the importance of regional cultural heritage (PP3, PP5, PP8). In some of the Thetris Regions, cultural and tradition-based initiatives are seen as opportunities to be explored (by PP4, PP6, PP7, PP8), while in others is the development of environment and community friendly tourism that need to be exploited as opportunity for fostering local development. Shortage of public funding for the architectural heritage preservation is regarded as a main threat by PP2, PP4, PP5 and PP6. Another threat highlighted by PPs is the occurrence of natural disasters in their own Region, e.g. floods, fires and earthquakes (PP2, PP8 and PP9). 10

11 LOCAL IDENTITY AND COMMITTMENT STRENGHTS Local associations and volunteers LP, PP2, PP3, PP6, PP9, PP10, PP11 Citizen awareness, participation, sense of belonging LP, PP4, PP5, PP7, PP8, PP10, PP11 Traditional fairs and festivals LP, PP7, PP8 Interest in local products and organic food LP, PP5, PP10 WEAKNESSES Too much local thinking, individualism, lack of networking LP, PP5, PP6, PP7, PP9, PP10 Low education level PP2, PP8, PP10 Youth leaving the region. Ageing population PP2, PP7, PP9, PP10 RED: INCLUDED IN THREATS OPPORTUNITIES NGOs involvement to engage the local communities in activities LP, PP2, PP8, PP11 Support of civic initiatives LP, PP6, PP7 THREATS Worse cooperation between local authorities and regional one and/or NGOs LP, PP2, PP8, PP9, PP10 Population decline, weaker connection with the local identity PP2, PP4, PP8, PP9 11

12 Focusing the attention on the domain targeting at Local Identity and Commitment the presence of local associations and volunteers is seen as strength point by LP, PP2, PP3, PP6, PP9, PP10 and PP11. Additionally, citizen awareness, participation and sense of belonging are also listed among strength points by LP, PP4, PP5, PP7, PP8, PP10 and PP11. Other strength points in the field of local identity and commitment are represented by the presence of traditional fairs and festivals in the Regions (LP, PP7, PP8) and by the growing interest of tourists in local products and organic food (LP, PP5, PP10). On the other hand, too much local thinking, individualism and lack of networking are counted among weakness (LP, PP5, PP6, PP7, PP9, PP10) as well as a generally low education level (PP2, PP8, PP10) and the high number of youth leaving their own region in search of better opportunities (PP2, PP7, PP9 and PP10). Among opportunities the involvement of NGOs in engaging local communities is been reported by LP, PP2, PP8 and PP11, while the support of civic initiatives is stressed by LP, PP6 and PP7. Finally, a bad cooperation between local authorities and regional one (and/or NGOs) is been reported by LP, PP2, PP8, PP9 and PP10 as a threat, while PP2 PP4, PP8 and PP9 addressed depopulation as one of the main challenges to be addressed. 12

13 3. Transnational SWOT Analysis - Matrix and related comments 13

14 STRENGHTS WEAKNESSES Location, closeness to main infrastructural network (motorways, main roads, railways, airports) Cross-border routes Good public transport accessibility Industry: international companies or high quality producers High percentage of SMEs Agriculture: quality food (particularly vineyards) Interest in local products and organic food Handicraft quality production (particularly wooden crafts) Long tradition and/or development of tourism Soft tourism (rural accommodation, family businesses, children offers) Thematic tourism: food and wine, sport and leisure... Trails, cycling and pedestrian routes: thematic, cultural and historical itineraries Pilgrim routes Natural preservation areas, national parks, attractive landscapes Richness of cultural and heritage sites: museums, castles, fortresses, heritage buildings, archaeological sites Strong cultural identity Strong local traditions: festivals, races, plays, concerts Local associations and volunteers Citizen awareness, participation, sense of belonging Lack of governance, public-private cooperation and/or associations cooperation Lack of local entrepreneurship culture Lack of investments in research and/or innovation High or rising unemployment rate and low number of well-qualified labour force High emigration (especially commuting to the cities). Youth leaving the region. Ageing population Territorial disparity (concentration of activities and/or tourism in part of the area) Difficult public transport and lack of connections to airports Poor road quality Lack of tourist information and promotion, including by websites Low quality standard of tourist services, insufficient integrated tourist offer Heterogeneity or lack of signposting Weak cultural management and marketing strategies Lack or difficulties of heritage preservation funding Lack of awareness of the importance of own cultural heritage Too local thinking, individualism, lack of networking Low education level OPPORTUNITIES THREATS Interest in partnership and/or cooperation Development of cross-border cooperation (labour market, entrepreneurship, public services, tourism) Internet and digital media development Enhancement of local food and beverage (especially organic) Sustainable public mobility New cycle paths and routes networking (hikers, bikers, pilgrims...) Development of environment and community-friendly tourism Cultural and tradition-based initiatives NGOs involvement to engage the local communities in activities Support of civic initiatives Reduction of public financing Economic recession Decrease of the local qualified population Reduction of public transport Worsening of road conditions, lack of maintenance Difficulties in perceiving the area as tourist attractive Insufficient funding for tourism promotion or cultural institutions Shortage of public funding for the architectural heritage preservation Worse cooperation between local authorities and regional one and/or NGOs Population decline, weaker connection with the local identity Natural disasters: floods, fires, earthquakes 14

15 After considering transnational SWOT analysis performed in the four domains taken into consideration for the purpose of this handbook, it is now possible to summarize what are transnational Strengths, Weaknesses, Opportunities and Threats of the Thetris Regions in the field of preservation of churches and related cultural heritage. Transnational strengths Regarding strengths in the context of mobility and transport several issues have been reported by PPs. In detail, good public transport accessibility, like closeness to main infrastructural network as motorways, main roads, railways and airports as well as the presence of cross-border routes are very important for facilitating tourist accessibility to the given Regions and therefore attracting tourists. As a general pattern, Thetris Regions are characterized by either a long tradition of tourism or by a growing importance in term of development of the tourism sector among others income producing activities. Concerning local accommodation and family businesses, the presence of soft tourism facilities like rural accommodation offering services addressing specific children & families needs are (together with thematic tourism, e.g. cultural, food & wine agrotourism) a typical feature of a growing sustainable tourism development in the implementation area. These characteristics are further enriched by the strong cultural identity of local population and by the importance of local traditions, like festivals, races, fairs, etc. On the other hand, sport and nature facilities like trails, cycling and pedestrian routes located in attractive landscapes close and/or inside national parks (and/or preservation areas) are special features of most of the regions analysed, representing a strength point to be further promoted, in order to facilitate sustainable and naturalistic tourism in the areas. Additionally, the presence of agrotourism accommodations and restaurants - perfect places for farm holidays and organic agriculture - are developing and widening in many Thetris Regions. Furthermore, several PPs underlined the richness of cultural and heritage sites located in their own Regions, like museums, castles, fortresses, heritage buildings and archaeological sites. These features described above and listed among strength points by PPs are the perfect frame - together with the presence of pilgrim routes, thematic, cultural and historical itineraries for attracting tourists interested in holidays inspired by key words like spirituality and nature. 15

16 Transnational weaknesses In order to develop a transnational cultural heritage preservation strategy it is important to know what are local challenges and limits to be phased in the implementation area. To this purpose, the main weakness points envisaged by PPs within their own Regions have been grouped in 7 categories, as reported below: Difficult public transport and lack of connection to airports Poor road quality Territorial disparity (concentration of activities and/or tourism in part of the area) Lack of governance, public-private cooperation and/or association s cooperation Lack of local entrepreneurship culture Lack of investment in research and/or innovation High or rising unemployment rate and low number of well-qualified labour force High emigration (mainly commuting to the cities), youth leaving the region, ageing population Lack of tourist information and promotion, including by websites Low quality standard of tourist services, insufficient integrated tourist offer Heterogeneity or lack of signposting Weak cultural management and marketing strategies Lack or difficulties of heritage preservation funding Lack of awareness of the importance of own cultural heritage Too local thinking, individualism, lack of networking Low education level 16

17 Transnational Opportunities Considering the area as a whole, there are several opportunities of creating a good transnational conservation strategy of tangible and intangible cultural heritage within the Regions. Without falling into simplification, we can estimate that most of opportunities and strengths highlighted by PPs are somehow linked to the promotion and development of a sustainable tourism income generating sector within THETRIS Regions. This is sustained by several local development opportunities highlighted by PPs during their Regional SWOT analysis, like for instance: development of environment and community friendly tourism facilities, new cycle paths and roots for bikers, hikers and pilgrims, cultural and tradition-based initiatives. Additionally, the development of cross border cooperation among Regions in several field of actions, like entrepreneurship, public services and tourism are desirable further steps for fostering tourism attraction and generating local development through giving value to specific local resources. It is interesting to note that the strong local identity envisaged in many THETRIS implementation Regions can be a strength point (e.g. rural accommodation and local restaurant employing organic products, local tradition and fairs attracting tourists, etc.), but as well a weakness feature (e.g. lack of networking strategies among local stakeholders and too local thinking given probably to low education level of aged citizens, while young inhabitants wants to emigrate in search of better opportunities elsewhere). In conclusion, concerning routes development it is important to stress how all routes could be easily connected to other thematic and/or cultural itineraries, like for examples trails, cycling, paths and waterways. This would guarantee a higher visibility of the transnational route, fostering tourism within the area. The presence of local and external association of citizens, volunteers and NGOs is essential for rising local awareness on heritage treasures among local citizens. On the other hand - with the aims of achieving more focused and successful interventions - these local entities needs more and better coordination between them in term of both actions and activities to be undertaken at local level (e.g. results oriented cooperative attitude). 17

18 Transnational Threats After picturing all what is hoped for and after grouping potential weaknesses while thinking of a transnational strategy for cultural heritage conservation with the involvement of local society and resources, it is now time to concentrate on the main threats and challenges envisaged by PPs in their own Regions. In order to create a transnational strategy and promote cultural heritage conservation through the involvement of civil society, both the reduction of public funds and the decrease of local qualified population are very important challenges to be taken into consideration. Another threat reported by many PPs is the weak cooperation between local and regional authorities, which is particularly critic when concerning coordination and availability of public funding to be employed for intervention aiming at architectural heritage preservation. This low cooperation between local authorities and other relevant stakeholders like NGOs and association representatives, together with the reduction of public investment given to the economic recession, are slowing down routes maintenance as well as making difficult the development of new routes connection within THETRIS Regions. 18