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1 qwertyuiopasdfghjklzxcvbnmqwerty uiopasdfghjklzxcvbnmqwertyuiopasd fghjklzxcvbnmqwertyuiopasdfghjklzx Expert Course in in Silver Tourism cvbnmqwertyuiopasdfghjklzxcvbnmq Expert Course Silver Tourism wertyuiopasdfghjklzxcvbnmqwertyui [Escribir el subtítulo del documento] opasdfghjklzxcvbnmqwertyuiopasdfg [Seleccionar fecha] Antonio Serrano hjklzxcvbnmqwertyuiopasdfghjklzxc vbnmqwertyuiopasdfghjklzxcvbnmq wertyuiopasdfghjklzxcvbnmqwertyui opasdfghjklzxcvbnmqwertyuiopasdfg hjklzxcvbnmqwertyuiopasdfghjklzxc vbnmqwertyuiopasdfghjklzxcvbnmq wertyuiopasdfghjklzxcvbnmqwertyui opasdfghjklzxcvbnmqwertyuiopasdfg hjklzxcvbnmrtyuiopasdfghjklzxcvbn mqwertyuiopasdfghjklzxcvbnmqwert The Silver Tourism Strategic Partnership June 2017 yuiopasdfghjklzxcvbnmqwertyuiopas

2 1 1 Co-Authors

3 CREATIVE COMMONS Creative Commons The SILVER TOURISM Strategic Partnership consisting of : Cámara Oficial de Comercio, Industria y Servicios de Badajoz FUNDECYT - Parque Científico y Tecnológico de Extremadura Trusted Business Partners Kft. EUROMONTANA - Association européene pour la coopération des régions de montagne Agentia pentru Dezvoltare Regionala Nord-Est Zavod Novi Turizem 2 2 You are free to: Share copy and redistribute the material in any medium or format Adapt remix, transform, and build upon the material for any purpose, even commercially. The licensor cannot revoke these freedoms as long as you follow the license terms. Under the following terms: Attribution You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. ShareAlike If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. No additional restrictions You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

4 Contents 1. Understanding needs of Silver-age tourists and accompanying people How to better Understand the Interest of Silver Tourist Mobility of Silver Tourist and Accompanying persons Health-Care and accessibility of Silver tourist Spending Power of Silver Tourist Potential of New Technologies Designing Silver Tourism products and services Silver Tourism Design Thinking Emotional Design for Silver Tourism Business Planning External Context Analysis Sustainable Entrepreneurship Marketing Silver Tourism products and services Market segmentation Positioning and branding Marketing tools Cost Benefit Analysis and Pricing Marketing Effectiveness Developing Local/Regional Silver Tourism Destination Stakeholders Involvement Local/Regional context SWOT analysis Sustainable destination design for Silver Tourism Networking and financial capacity building Coaching/mentoring of the Silver Tourism service providers

5 Unit 1. Understanding needs of Silver-age tourists and accompanying people 4 4

6 1.1 How to better Understand the Interest of Silver Tourist SILVER TOURISTS: AN INCREASING PART OF THE TOURISM MARKET. AN INTRODUCTION TO AGEING IN EUROPE. 5 5

7 More and more senior people in Europe S i l v e r t o u r i s t s a r e a n i n c r e a s i n g p a r t o f t h e t o u r i s t m a r k e t f o r t w o d e m o g r a p h i c r e a s o n s : l o n g e r l i f e e x p e c t a n c y a n d l o we r b i r t h r a t e s. T h u s, t h e r e a r e n o t o n l y mor e a n d m o r e e l d e r l y p e o p l e b u t t h e y a l s o c o n s t i t u t e a b i g g e r p r o p o r t i o n o f t h e p o p u l a t i o n. S e v e r a l f a c t o r s e x p l a i n why l i f e e x p e c t a n c y i s r a i s i n g : m a i n l y d e c l i n i n g m o r t a l i t y r a t e s i n t h e i n f a n t p o p u l a t i o n s a n d m o r e a n d m o r e d e c l i n i n g m o r t a l i t y r a t e s f o r e l d e r l y p e o p l e, b o t h d u e t o b e t t e r h e a l t h c a r e a n d l i f e s t y l e s a s w e l l a s m e d i c a l p r o g r e s s. H i s t o r i c a l l y, i n c r e a s e i n l i f e e x p e c t a n c y w a s o n l y e x p l a i n e d b y d e c l i n i n g o f i n f a n t m o r t a l i t y r a t e s, d e c r e a s e o f e l d e r l y m o r t a l i t y r a t e s a n d s e n i o r p e o p l e i n b e t t e r h e a l t h a r e m o r e r e c e n t p h e n o m e n a. 6 6 I n f a n t m o r t a l i t y r a t e s h a v e b e e n r a p i d l y d e c l i n i n g o v e r t h e l a s t d e c a d e s. I n , t h i s r a t e was o f 3. 7 d e a t h s p e r l i v e b i r t h s i n t h e E U - 2 8, w h e r e a s i n t h a t r a t e a p p r o x i m a t e d S i m i l a r l y, b e t t e r h e a l t h c a r e a n d i m p r o v e d l i f e s t y l e s h a v e i n f l u e n c e d l i f e e x p e c t a n c y. L i f e e x p e c t a n c y a t b i r t h i n t h e EU i s e s t i m a t e d a t 8 0, 9 y e a r s i n ( 8 3, 6 f o r women a n d 7 8, 1 f o r m e n ). B e t w e e n a n d , t h e r i s e i n l i f e e x p e c t a n c y v a r i e d b e t we e n 2, 5 a n d 6, 8 y e a r s d e p e n d i n g o n t h e M e m b e r St a t e s. Eu r o s t a t h a s b e e n a b l e t o c a l c u l a t e l i f e e x p e c t a n c y a t 6 5 y e a r s o l d b a s e d o n t h e i r d e m o g r a p h i c d a t a w h i c h i s r e p r e s e n t e d i n t h e f o l l o wing f i g u r e. I n a v e r a g e, i n i n t h e E U, y e a r - o l d p e o p l e c a n e x p e c t t o l i v e a f u r t h e r 2 0 y e a r s ( 1 8, 6 f o r m a l e s a n d 2 1, 6 f o r f e m a l e s ), w h e t h e r i t b e i n g o o d h e a l t h o r n o t. F i g u r e 1 : L i f e e x p e c t a n c y a t y e a r s - o l d i n S o u r c e : E u r o s t a t, ( d e m o _ m l e x p e c d a t a b a s e )

8 More seniors in good and healthy conditions F u r t h e r m o r e, n o t o n l y h a s l i f e e x p e c t a n c y i n c r e a s e d b u t h e a l t h y l i f e e x p e c t a n c y t o o. Acc o r d i n g t o E u r o s t a t, l i f e e x p e c t a n c y a t a c e r t a i n a g e i s t h e m e a n a d d i t i o n a l n u m b e r o f y e a r s t h a t a p e r s o n o f t h a t a g e c a n e x p e c t t o l i v e, i f s u b j e c t e d t h r o u g h o u t t h e r e s t o f h i s o r h e r l i f e t o t h e c u r r e n t m o r t a l i t y c o n d i t i o n s ( i. e. d e a t h r a t e s o b s e r v e d f o r t h a t c u r r e n t p e r i o d ) ; wh e r e a s h e a l t h y l i f e y e a r s, a l s o c a l l e d d i s a b i l i t y - f r e e l i f e e x p e c t a n c y ( DFL E ), i s d e f i n e d a s t h e n u m b e r o f y e a r s t h a t a p e r s o n i s e x p e c t e d t o c o n t i n u e t o l i v e i n a h e a l t h y c o n d i t i o n. A h e a l t h y c o n d i t i o n i s d e f i n e d a s o n e wi t h o u t l i m i t a t i o n i n f u n c t i o n i n g a n d w i t h o u t d i s a b i l i t y. 7 7 I n , t h e n u m b e r o f h e a l t h y l i f e y e a r s a t b i r t h w a s e s t i m a t e d a t y e a r s f o r m e n a n d y e a r s f o r wom e n i n t h e E U ; t h i s r e p r e s e n t e d a p p r o x i m a t e l y 7 9 % a n d 7 4 % o f t o t a l l i f e e x p e c t a n c y f o r m e n a n d wo m e n. T h e Eu r o p e a n I n n o v a t i o n P a r t n e r s h i p o n A c t i v e a n d H e a l t h y Age i n g ( EI P o n A H A ) i s a p i l o t s c h e m e t h a t a i m s t o i n c r e a s e t h e a v e r a g e h e a l t h y l i f e s p a n o f E U c i t i z e n s b y t w o y e a r s b y C r e a t e d i n , t h e E I P o n A H A i s a p i l o t i n i t i a t i v e l a u n c h e d b y t h e Eu r o p e a n Comm i s s i o n t o f o s t e r i n n o v a t i o n i n t h e f i e l d o f a c t i v e a n d h e a l t h y a g e i n g. F i g u r e 2 : P o p u l a t i o n p y r a m i d s, E U - 2 8, a n d ( % o f t h e t o t a l p o p u l a t i o n ) S o u r c e : E u r o s t a t ( d e m o _ p j a n g r o u p d a t a b a s e ) a n d ( p r o j _ 1 3 n p m s d a t a b a s e ) A c c o r d i n g t o Eu r o s t a t, l o n g e r l i f e e x p e c t a n c y a n d l o w e r b i r t h r a t e s h a v e c o n t r i b u t e d t o a g l o b a l a g e i n g o f t h e p o p u l a t i o n o v e r t h e y e a r s. T h e p o p u l a t i o n o f t h e E U o n 1 J a n u a r y wa s e s t i m a t e d a t m i l l i o n. Yo u n g p e o p l e ( 0 t o 1 4 y e a r s o l d ) m a d e u p % o f t h e EU s p o p u l a t i o n ; whi l e p e r s o n s c o n s i d e r e d t o b e o f w o r k i n g a g e ( 1 5 t o 6 4 y e a r s o l d ) a c c o u n t e d f o r % o f t h e p o p u l a t i o n, a n d o l d e r p e r s o n s ( a g e d 6 5 o r o v e r ) h a d a n % s h a r e. T h e m e d i a n a g e o f t h e EU- 2 8 s p o p u l a t i o n w a s y e a r s o n 1 J a n u a r y T h i s m e a n s t h a t h a l f o f t h e EU- 2 8 p o p u l a t i o n was o l d e r t h a n y e a r s, a n d h a l f y o u n g e r.

9 T h e m e d i a n a g e i n t h e E U i n c r e a s e d b y 4 y e a r s b e t we e n a n d a n d m e a n w h i l e, t h e r a t i o o f o l d e r p e r s o n s h a s i n c r e a s e d f r o m 1 6, 6 % t o 1 8, 9 %. T h e f o l l o wing f i g u r e s h o w s t h e a g e p y r a m i d o f t h e E U p o p u l a t i o n i n , a s w e l l a s t h e p r e d i c t i o n s f o r More senior tourists F i n a l l y, c h a n g e s i n m e n t a l i t i e s h a v e a l s o l e d s i l v e r t o u r i s t s t o b e a b i g g e r p a r t o f t h e t o u r i s t m a r k e t a s t h e y t r a v e l a l o t a n d s t a y a c t i v e l o n g e r t h a n b e f o r e. E v i d e n t l y, t h i s v a r i e s g r e a t l y d e p e n d i n g o n c o u n t r i e s, s o c i a l wel f a r e, a n d t h e p r o f e s s i o n a l c a t e g o r y o f p o p u l a t i o n ( i t d o e s n t a p p l y a t a l l t o f a r m e r s f o r e x a m p l e ). W e m a y c o n c l u d e t h a t s i l v e r t o u r i s t s a r e v e r y d i v e r s i f i e d a n d e s s e n t i a l l y l i k e a n y o t h e r t o u r i s t e x c e p t t h e y a r e m o r e f l e x i b l e a s t o wh e n t h e y c a n t r a v e l a n d a r e o l d e r s o t h e s o m e t i m e p r e s e n t wi t h h e a l t h i s s u e s. 8 8 B o r j a e t a l. ( ) h a v e s h o wn t h a t t h e s e g m e n t o f a d u l t s o v e r 5 5 y e a r s o f a g e will i n c r e a s e t h e o v e r a l l v o l u m e o f t o u r i s m t h e m o s t ; t h e s e a d u l t s a r e c h a r a c t e r i s e d b y e x t e n s i v e e x p e r i e n c e i n t o u r i s m, m a k i n g t h e m m o r e d e m a n d i n g c o n s u m e r s a n d a l l o wi n g d e m a n d t o s h i f t a way f r o m p e a k s e a s o n s b e c a u s e t h i s i s a s e g m e n t o f t h e p o p u l a t i o n t h a t i s o f t e n r e t i r e d. T h i s s e g m e n t i s a u g m e n t e d b y d i s a b l e d p e o p l e, w i t h w h o m s e n i o r c i t i z e n s s h a r e c o m m o n n e e d s, m a i n l y a c c e s s i b i l i t y. T h u s, t h i s p o t e n t i a l s e g m e n t o f t o u r i s t s a p p r o a c h e s o n e f i f t h o f t h e p o p u l a t i o n. A c c e s s i b i l i t y i m p r o v e m e n t s n o t o n l y b e n e f i t t h e s e g r o u p s b u t a l s o p r e g n a n t women a n d t h o s e w i t h t e m p o r a r i l y r e s t r i c t e d c a p a c i t i e s, s u c h a s c h i l d r e n a n d f a m i l i e s. I n g e n e r a l, e v e r y o n e b e n e f i t s f r o m g r e a t e r a c c e s s i b i l i t y. F i g u r e 3 : S h a r e o f t h e a g e g r o u p i n t h e t o t a l n u m b e r o f t o u r i s m t r i p s a n d i n e x p e n d i t u r e, E U - 2 8, ( % ) S o u r c e : E u r o s t a t ( t o u r _ d e m _ e x a g e d a t a b a s e ) ( t o u r _ d e m _ t t a g e d a t a b a s e ) N o t e : E U a g g r e g a t e c a l c u l a t e d u s i n g d a t a f o r t h e U n i t e d K i n g d o m. D u e t o r o u n d i n g, d e v i a t i o n s c a n o c c u r b e t w e e n t o t a l s a n d s u b t o t a l s

10 A c c o r d i n g t o Eu r o s t a t, i n , y e a r s - o l d t o u r i s t s a c c o u n t e d f o r 1 5, 3 % o f t h e t o t a l t o u r i s t m a r k e t a n d y e a r s - o l d p e o p l e o r m o r e a c c o u n t e d f o r 1 7, 7 %. T h e f o l l o wing f i g u r e d e t a i l s t h e s h a r e o f e a c h g r o u p i n t h e t o t a l n u m b e r o f t o u r i s t t r i p s a n d i n e x p e n d i t u r e whe r e i t i s a l s o r e m a r k a b l e h o w i m p o r t a n t t h e s h a r e o f i s i n t h e t o u r i s m s e c t o r. A s t u d y f r o m t h e C BI, t h e C e n t r e f o r t h e P r o m o t i o n o f I m p o r t s f r o m d e v e l o p i n g c o u n t r i e s, p a r t o f t h e Ne t h e r l a n d s E n t e r p r i s e Ag e n c y a n d f u n d e d b y t h e N e t h e r l a n d s M i n i s t r y o f F o r e i g n A f f a i r s, a n a l y s e d t h e t o u r i s t m a r k e t i n Eu r o p e. T h e y c o n c l u d e d f o r e x a m p l e t h a t t h e G e r m a n a n d / o r t h e UK s e n i o r t r a v e l m a r k e t s h a v e t h e l a r g e s t v o l u m e s o f p o t e n t i a l s e n i o r t r a v e l l e r s i n Eu r o p e. F u r t h e r m o r e, t h e s e m a r k e t s a r e v e r y m a t u r e, a n d m a t u r e t r a v e l l e r s a r e g e n e r a l l y m o r e l i k e l y t o t r a v e l t o d e v e l o p i n g c o u n t r i e s. F u r t h e r m o r e, s e n i o r s i n s m a l l e r Eu r o p e a n m a r k e t s s u c h a s N o r w a y, L u x e m b o u r g a n d S wi t z e r l a n d g e n e r a l l y h a v e h i g h e r n e t i n c o m e s t h a n s e n i o r s i n Ea s t e r n a n d Sou t h e r n Eu r o p e a n m a r k e t s. T o u r i s m e x p e n d i t u r e i s a l s o e x p e c t e d t o b e h i g h e r a m o n g s e n i o r s f r o m t h e s e c o u n t r i e s. 9 9 T h r e e o f e v e r y 1 0 Europ e a n s e n i o r s t r a v e l a b r o a d, a c c o r d i n g t o s t a t i s t i c s o f E u r o s t a t. W h e r e a s l o n g o u t b o u n d t r i p s d e c r e a s e d i n a l l a g e g r o u p s b e t w e e n , l o n g o u t b o u n d t r i p s b y s e n i o r c i t i z e n s i n c r e a s e d b y 1 5 %. A l t h o u g h t h e s e a r e f i g u r e s f r o m , i n d u s t r y e x p e r t s e x p e c t t h i s t r e n d t o c o n t i n u e i n t h e l o n g t e r m, d u e t o t h e a g e i n g Eu r o p e a n p o p u l a t i o n. T h i s m e a n s t h a t t h e re i s c o n s i d e ra b l e p o t e n t i a l f o r i n c rea s i n g t h e n u m b e r o f f o r e i g n t r i p s t a k e n b y s e n i o rs. H o w a r e s i l v e r t o u r i s t s d i f f e r e n t f r o m o t h e r t o u r i s t s? W h a t a re t h e d i f f e re n t m o t i v a t i o n s o f s e n i o r t o u r i s t s? W h y d o t h e y t rav e l? W h a t a r e t h e y l o o k i n g f o r w h e n t h e y t r a v e l? Even i f s e n i o r t o u r i s t s r e m a i n a v e r y h e t e ro g e n o u s g ro u p, s o m e t e n d e n c i e s c a n b e d e s c ri b e d.

11 62-89 group more specific activities Silver Tourism THE SPECIFIC INTERESTS OF SILVER TOURISTS IN GENERAL: MOTIVATIONS AND TENDENCIES TO TRAVEL AND WHEN DO THEY TRAVEL. A l l k i n d s o f s u r v e y s a n d s t u d i e s t r y t o d e t e r m i n e wh e n d o s i l v e r t o u r i s t s t r a v e l t h e m o s t. A s t h e y a r e h i g h l y f l e x i b l e a f t e r t h e i r r e t i r e m e n t, t h e i r t r i p s a n d h o l i d a y s o f t e n d e p e n d o n t h e f a r e s t h e y c a n f i n d ( o f f - s e a s o n, i n a u t u m n o r s p r i n g, o u t s i d e o f s u m m e r h o l i d a y s ) o r t h e m o t i v a t i o n o f t h e i r t r i p ( r a n g i n g f r o m s u m m e r h o l i d a y s w i t h t h e i r g r a n d c h i l d r e n t o a d i s c o v e r y t r i p o f So u t h - Ea s t As i a ) D e s t i n a t i o n p e r s o n a l i t y i s a r e s e a r c h p r o j e c t a i m i n g t o e x p l o r e h o w w e c a n b e t t e r m e a s u r e a n d p r e d i c t t o u r i s t s b e h a v i o u r a n d c u s t o m e r e x p e r i e n c e i n t h e t r a v e l s e c t o r, l o o k i n g a t n e w d a t a d i m e n s i o n s o f c o n s u m e r s ( s o c i o - d e m o g r a p h i c, p e r s o n a l i t y, m o t i v a t i o n, e m o t i o n s,... ) a n d p l a c e s ( d e s t i n a t i o n / b r a n d p e r s o n a l i t y i n d e x e s ). T h e r e s u l t s o f t h i s p r o j e c t, w h i c h i s a i m e d a t b e i n g a n i n n o v a t i v e e x p e r i e n c e wi t h i n t h e t o u r i s m s e c t o r, s h o u l d b e c l o s e l y m o n i t o r e d c o n c e r n i n g s e n i o r t o u r i s t s. F i g u r e 4 : S p e c i f i c i t y o f t o u r i s t i c a c t i v i t i e s a c c o r d i n g t o a g e g r o u p DIY, gardening Natural heritage sites Fishing Gastronomy, oenology Cultural activities Thalassotherapy, health Fauna and flora observing Walks Shopping Sports Beach Zoos and amusement parks group more specific activities S o u r c e : S i l v e r T o u r i s m p r o j e c t A wide r a n g e o f i n t e r e s t s c a n m o t i v a t e s e n i o r t o u r i s t s t o g o o n h o l i d a y s. A s t u d y o f t h e F r e n c h M i n i s t r y o f E c o n o m y f r o m F e b r u a r y a n a l y s e s t h e s p e c i f i c i t y a n d t h e f r e q u e n c y o f s e n i o r a c t i v i t i e s d u r i n g t h e i r h o l i d a y s. I n d e e d, t h e s t u d y s e g m e n t e d t h e p o p u l a t i o n i n t w o g r o u p s : y e a r s - o l d a n d y e a r s - o l d a n d t h e n a n a l y s e d whi c h a c t i v i t i e s o n e g r o u p t o o k p a r t i n m o r e t h a n t h e o t h e r g r o u p a n d a t wha t f r e q u e n c y. T h u s, t h e f o l l o wi n g f i g u r e g i v e s a n i d e a o f t h e a c t i v i t i e s

12 m o r e s p e c i f i c t o t h e y e a r s - o l d g r o u p whic h m e a n s t h a t t h e y t a k e p a r t i n t h a t a c t i v i t y m o r e d u r i n g t h e i r h o l i d a y s t h a n t h e y o u n g e r a g e g r o u p. T h e b e n e f i t s o f t r a v e l l i n g a r e a l s o v e r y d i v e r s i f i e d f o r s i l v e r t o u r i s t s. H a v i n g a l o t o f s p a r e l e i s u r e t i m e c a n b e c o m e l o n e l y a n d s o m e t i m e s e v e n b o r i n g, t r a v e l l i n g c a n b e a m e a n o f s o c i a l i n t e r a c t i o n a n d a c o u n t e r a c t t o t h e f e e l i n g o f l a c k o f m e a n i n g o f l i f e i n i t s l a t e r s t a g e s. St a y i n g a c t i v e h e l p s c o u n t e r a c t t h e a g e i n g p r o c e s s, p r o v i d e s n e c e s s a r y s o c i a l i n t e r a c t i o n a n d r i c h l i f e e x p e r i e n c e s. T h u s, t h e l i s t o f p o s s i b l e m o t i v a t i o n s f o r t r a v e l l i n g i s a l o n g o n e : m a k e t h e m o s t o f t h e i r f r e e l e i s u r e t i m e wh i l e t h e y r e i n g o o d h e a l t h, c h a n g e f r o m d a i l y r o u t i n e, r e l a x a t i o n, v i s i t p l a c e s t h e y h a v e a l way s wan t e d t o o r r e v i s i t p l a c e s t h e y k n o w ( s o m e t i m e s a c c o m p a n i e d b y n o s t a l g i a a n d t h e f e e l i n g o f t h i s i s t h e l a s t t i m e ), s o c i a l i n t e r a c t i o n, d i s c o v e r i n g n e w t h i n g s a n d s e e k i n g k n o w l e d g e, e t c. 111 T h e Eu r o p e a n I n t e r r e g p r o j e c t T O U R AGE c o n d u c t e d a s u r v e y a m o n g s e n i o r t o u r i s t s a n d c a m e u p wi t h t h e f o l l o w i n g c o n c l u s i o n s. O n t h e p r o j e c t l e v e l, e n j o y i n g r e s t a n d s i l e n c e i s t h e m o s t i m p o r t a n t f a c t o r f o r s e n i o r s w h e n t h e y a r e p l a n n i n g t h e i r h o l i d a y s. I t i s a n i m p o r t a n t c o n d i t i o n w h e n a c e r t a i n r e g i o n p l a n s t o e x t e n d s e n i o r t o u r i s m e n v i r o n m e n t s. Regi o n s s h o u l d o f f e r p l a c e s whic h a r e r e l a x i n g, a n d p r o v i d e a s a f e e n v i r o n m e n t f o r s e n i o r s. F a m i l y i s a l s o a m a j o r f a c t o r a s a m o t i v a t i o n a l f a c t o r f o r h o l i d a y s, i n m a n y c a s e s f a m i l y m e m b e r s ( c h i l d r e n, g r a n d c h i l d r e n ) a r e l i v i n g a b r o a d, a n d t h e h o l i d a y s c o u l d b e a w a y t o m e e t wi t h f a m i l y m e m b e r s. F o r s e n i o r s, i t i s a l s o i m p o r t a n t t o e s c a p e d a i l y r o u t i n e s, i m p r o v e q u a l i t y o f l i f e a n d e x p e r i e n c e s o m e t h i n g n e w. T h e s u r v e y p r o v i d e d a n o p p o r t u n i t y f o r r e s p o n d e n t s t o n a m e a n y m i s s i n g h o l i d a y m o t i v a t i o n s. T h e r e s p o n d e n t s m e n t i o n e d t h a t t h e y a r e l o o k i n g f o r n e w p l a c e s t o v i s i t, a n d e s p e c i a l l y m e n t i o n e d e x p l o r i n g t h e i r o w n c o u n t r y ( G r e e c e, L a t v i a ) a n d i t s c u l t u r a l a n d n a t u r a l h e r i t a g e. I t was n o t e d t h a t o n e i m p o r t a n t g o a l w a s n o t o n l y t o s p e n d t i m e wi t h f a m i l y b u t a l s o with f r i e n d s o n a h o l i d a y. I n a f e w c a s e s s p o r t ( e. g. g o l f, s k i ) a n d c u l t u r a l a c t i v i t i e s ( a r t c l a s s e s, d a n c e ) w e r e a l s o m e n t i o n e d a s h o l i d a y m o t i v a t i o n s. H e a l t h a n d r e h a b i l i t a t i o n was a l s o m e n t i o n e d t o g e t h e r w i t h r e l a x a t i o n a n d b e i n g a way f r o m d a i l y p r a c t i c e s. O f c o u r s e, i n t e r e s t s, a c t i v i t i e s a n d m o t i v a t i o n s v a r y a c c o r d i n g t h e a g e g r o u p, t h e s o c i o - e c o n o m i c p r o f i l e a n d p e r s o n a l p r e f e r e n c e s t o o. T h e o n l y c o m m o n a t t r a c t i o n f a c t o r s s e e m t o b e n a t u r e, s a f e n e s s, h i s t o r i c a l s i t e s, q u a l i t y o f s e r v i c e s a n d e a s y t r a n s p o r t a t i o n c o n n e c t i o n s. I n d e e d, s e n i o r s a r e d e f i n e d a s y e a r s o l d p e o p l e b u t n e e d l e s s t o s a y b e t ween a y e a r - o l d p e r s o n a n d a c e n t e n a r i a n, t h e r e a r e m a n y d i f f e r e n c e s, a l s o d e p e n d i n g o n t h e g e n e r a l i n d i v i d u a l s t a t e o f f i t n e s s. T h e y a r e o f t e n 3 s u b -

13 c a t e g o r i e s o f s e n i o r s t a k e n i n t o a c c o u n t i n s t u d i e s o r s u r v e y s : f r o m 5 5 t o y e a r s - o l d, 7 0 t o y e a r s - o l d a n d m o r e t h a n y e a r s - o l d. B e f o r e y e a r s - o l d, s i l v e r t o u r i s t s a r e c o n s i d e r e d a c t i v e a n d a s c a p a b l e a s a n y o t h e r t o u r i s t s, b u t a f t e r 70- y e a r s - o l d, i t i s m o r e c o m m o n t o h a v e g r o u p s w i t h g r e a t e r p h y s i c a l c o n s t r a i n t s, a n d e v e n m o r e a f t e r y e a r s - o l d. M o r e o v e r, r e t i r e m e n t d o e s n o t e r a s e a l l s o c i o - eco n o m i c d i f f e r e n c e s a n d t h e r e a r e s e v e r a l p r o f i l e s o f s i l v e r t o u r i s t s h o l i d a y s f r o m l o n g a l l - i n c l u s i v e t r i p s t o f o r e i g n d e s t i n a t i o n s f o r t h e wea l t h i e r t o c a m p i n g t r i p s i n t h e i r r e g i o n o r c o u n t r y o f o r i g i n f o r t h e l e s s we a l t h y a n d / o r l e s s a d v e n t u r o u s t o u r i s t s. A v e r y p a r t i c u l a r g r o u p o f s i l v e r t o u r i s t s wo u l d b e t h o s e t h a t h a v e j u s t r e t i r e d a n d a r e u n d e r g o i n g t h e t r a n s i t i o n b e t w e e n t h e i r a c t i v e l i f e a n d n e w r e t i r e m e n t s t a g e. E f f e c t s o f r e t i r i n g c a n i n c l u d e p a r t i a l i d e n t i t y d i s r u p t i o n, d e c i s i o n p a r a l y s i s, dim i n i s h e d s e l f - t r u s t, e x p e r i e n c e o f a p o s t r e t i r e m e n t v o i d, t h e s e a r c h f o r m e a n i n g f u l e n g a g e m e n t i n s o c i e t y, d e v e l o p m e n t o f a r e t i r e m e n t / l i f e s t r u c t u r e, t h e c o n f l u e n c e o f a g i n g a n d r e t i r e m e n t, d e a t h a n x i e t y, t h e c r i t i c a l n u r t u r i n g o f s o c i a l r e l a t i o n s h i p s, a n d s e l f - a c t u a l i z a t i o n ( J. W. O s b o r n e, Univ e r s i t y o f A l b e r t a, P s y c h o l o g i c a l e f f e c t s o f t h e t r a n s i t i o n t o r e t i r e m e n t ) The question of seasonality S e n i o r p e o p l e t r a v e l a l l t h e t i m e a s t h e y d o n t h a v e t o t a k e t h e i r h o l i d a y s wh e n s c h o o l s a r e o f f. I t d o e s n t m e a n t h a t t h e y a r e s p e n d i n g m o r e t i m e o n h o l i d a y s, b u t t h e y t a k e t h e i r t i m e t o c h o o s e t h e c o r r e c t d e s t i n a t i o n t h a t will b e s t a n s we r t o t h e i r e x p e c t a t i o n s. Ac c o r d i n g t o a s t u d y o f t h e Eu r o p e a n I n t e r r e g p r o j e c t T O U RAGE, t h e r e a r e s o m e r e g i o n a l d i f f e r e n c e s i n p r e f e r r e d s e a s o n s, i. e. i n s o m e c o u n t r i e s w i n t e r i s a u s u a l h o l i d a y p e r i o d a l s o f o r s e n i o r s. T h e r e s e e m s t o b e p o t e n t i a l i n d e v e l o p i n g o f f - s e a s o n t o u r i s m o f f e r s f o r t h e s e n i o r s a s t h e y a r e m o s t l y will i n g a n d a b l e t o t r a v e l t h r o u g h o u t t h e y e a r. I n M a y - J u n e a n d Sep t e m b e r / O c t o b e r : t h e y o f t e n l e a v e with t h e i r p a r t n e r s o r w i t h f r i e n d s f o r l o n g e r s t a y ( a r o u n d d a y s ), p r e f e r a b l y o n p l a c e s w h e r e t h e y wi l l f i n d p e o p l e o f a l l g e n e r a t i o n s. T h e y e n j o y r e d u c e d r a t e d b y l e a v i n g i n l o w - s e a s o n a n d a r e n o t n e c e s s a r i l y t a k i n g s e n i o r p a c k a g e s. D u r i n g s c h o o l h o l i d a y s, t h e y a r e o f t e n t r a v e l l i n g with t h e i r g r a n d - c h i l d r e n.

14 BETTER UNDERSTANDING THE INTERESTS OF SILVER TOURISTS: CONCLUSION. T h i s f i r s t l e a r n i n g e l e m e n t e x p l a i n s t h e d e m o g r a p h i c c h a n g e t h a t h a s b e e n o c c u r r i n g i n Eu r o p e d u r i n g t h e l a s t d e c a d e s wi t h a n a g e i n g o f t h e p o p u l a t i o n d u e t o h i g h e r l i f e e x p e c t a n c y a n d l o we r m o r t a l i t y r a t e s. Ho we v e r, p e o p l e l i v e l o n g e r b u t a l s o h e a l t h i e r a n d s t a y a c t i v e w h i c h i s why th e s e n i o r m a r k e t i s m o r e a n d m o r e i m p o r t a n t f o r t h e t o u r i s m e c o n o m y. No w a d a y s, s e n i o r t o u r i s t s a r e c o n s i d e r e d l i k e a n y o t h e r t o u r i s t s, e s p e c i a l l y b e f o r e 7 5 t o 8 0 y e a r s - o l d w h e n h e a l t h i s s u e s b e g i n t o e m e r g e m o r e f r e q u e n t l y. T h u s, t h e d i v e r s i t y o f t h i s g r o u p, i n t h e i r m o t i v a t i o n s a n d i n t e r e s t s, m u s t b e c o n s i d e r e d wi t h t a r g e t e d t o u r i s t i c o f f e r s, a n d t h e i r s p e c i f i c a g e - r e l a t e d n e e d s m u s t b e m e t b y t h e a c t o r s o f t h e t o u r i s m s e c t o r

15 HOW TO BETTER UNDERSTAND WHO THE SILVER TOURISTS ARE: INTRODUCTION TO THE INTERVIEW. T h e o b j e c t i v e o f t h i s Un i t i s t o a c q u i r e a b e t t e r u n d e r s t a n d i n g a b o u t t h e m o t i v a t i o n s, n e e d s, a n d e x p e c t a t i o n s o f t h e s i l v e r t o u r i s m a s a n o p p o r t u n i t y t o c r e a t e n e w e x p e r i e n c e s, t o u r i s t p a c k a g e s a d a p t e d t o t h e m. Des i g n T h i n k i n g m e t h o d o l o g y will l e a d u s t o k n o w t h e r e a s o n s w h y s i l v e r t o u r i s m i s c o m i n g t o o n e s p e c i f i c d e s t i n a t i o n a n d t h e y b u y t h e p r o d u c t s o r s e r v i c e s, t h r o u g h t h e i n t e g r a t i o n o f t h e s i l v e r t o u r i s t i n t h e c e n t r e o f t h e a n a l y s i s T h e e x e r c i s e t o b e c a r r i e d o u t d u r i n g t h i s Uni t 1 i s f o c u s e d o n h o w t o e m p a t h i z e w i t h o u r t a r g e t i n o r d e r t o k n o w a l l a b o u t t h e i r n e e d s, d e s i r e s, m o t i v a t i o n s, e t c., w h i c h w i l l h e l p u s c r e a t e a s p e c i f i c p r o f i l e t o b e u s e d d u r i n g t h e r e s t o f t h e Units t o d e s i g n n e w e x p e r i e n c e s, p r o d u c t s a n d s e r v i c e s. T h e f i r s t s t e p t o e m p a t h i z e w i t h o u r t a r g e t i s t h e I n t e r v i e w t o o l. T h i s t o o l i s c r u c i a l i n t h e Empa t h i z e p h a s e, a n d t h e b e s t w a y t o h e a r f r o m p e o p l e i n t h e i r o w n wo r d s. I n t h i s p a r t o f t h e u n i t, t h e o p p o r t u n i t y o f s i l v e r t o u r i s m h a s b e e n d e m o n s t r a t e d, a s a b i g m a r k e t b u t w i t h s o m e n e e d s wh i c h m u s t b e c o n v e r t e d i n t o o p p o r t u n i t i e s. U n t i l n o w, i n t h i s u n i t s o m e g e n e r i c c h a r a c t e r i s t i c s h a v e b e e n d e s c r i b e d ( f a r e s, m o t i v a t i o n s, s i l v e r t o u r i s t c a t e g o r i e s, a c t i v i t i e s, e t c. ). D u r i n g t h e r e s t o f U n i t m o r e c h a r a c t e r i s t i c s will b e p u t f o r w a r d, b u t t o c r e a t e i n n o v a t i v e e x p e r i e n c e, p r o d u c t s o r s e r v i c e s, i t i s n e c e s s a r y t o k n o w t h e r e a l n e e d s o f " YO U R" t o u r i s t s. T h i s i s t h e m o m e n t t o s t a r t!!! L e t s g o... F i r s t o f a l l, i t i s g o o d t o r e a d t h e " I n t e r v i e w" c a r d b e f o r e y o u b e g i n t o c r e a t e y o u r o w n q u e s t i o n n a i r e. T h i s c a r d w i l l g i v e y o u i d e a s a b o u t h o w t o c r e a t e a q u e s t i o n n a i r e a n d h o w t o c o n d u c t a n i n t e r v i e w. O n c e y o u h a v e r e a d t h e c a r d, i t i s t h e m o m e n t t o s t a r t t o c r e a t e y o u r q u e s t i o n n a i r e..., i n c l u d i n g t h e m a i n / r e l e v a n t q u e s t i o n s a b o u t t h e c h a r a c t e r i s t i c s w h i c h h a v e b e e n j u s t d e s c r i b e d d u r i n g U n i t 1. D u r i n g t h e r e s t o f Unit 1, m o r e c h a r a c t e r i s t i c s wh i c h m u s t b e i n c l u d e d i n t h e q u e s t i o n n a i r e w i l l b e d e s c r i b e d. O n c e t h e q u e s t i o n n a i r e h a s b e e n c o m p l e t e d ( a t t h e e n d o f t h i s u n i t ), s e l e c t a g r o u p o f p e o p l e t h a t y o u c o n s i d e r t o b e y o u r t a r g e t, t h e t y p e o f t o u r i s t y o u w o u l d l i k e t o a t t r a c t wi t h y o u r i n n o v a t i v e e x p e r i e n c e s, p r o d u c t s o r s e r v i c e s, a n d t h e n, c o n d u c t t h e i n t e r v i e w f o l l o wing t h e r e c o m m e n d a t i o n s o f t h e I n t e r v i e w c a r d.

16 Reflective questions D o t h e t o u r i s m t r e n d s f o r s i l v e r t o u r i s t s f o l l o w t h e s a m e p a t t e r n s a s f o r o t h e r t o u r i s t s? I s i t p o s s i b l e t o l i n k m o t i v a t i o n, t y p e o f t o u r i s m a n d s o c i o - e c o n o m i c c a t e g o r i e s? I s t h e t o u r i s m s e c t o r r e a d y f o r t h e a g e i n g o f t h e p o p u l a t i o n? W h a t i s t h e i m p a c t o f s i l v e r t o u r i s t s o n o t h e r c a t e g o r i e s o f t o u r i s t s? Further information and references for learning, teaching and assessment activities On the topic of demography: Eurostat study, in Statistics Explained, Population structure and ageing On the topic of senior traveller market: CBI factsheet, Senior Travel from Europe On the topic of the merging silver economy: European Parliament briefing, The silver economy Opportunities from ageing

17 1.2 Mobility of Silver Tourist and Accompanying persons THE MOBILITY PATTERNS TO GO TO A TOURISM DESTINATION REGARDING THE MEANS OF TRAVEL BUT ALSO THE TENDENCIES OF SENIOR TOURISTS TO TRAVEL IN GROUPS/ALONE/WITH FAMILY Who do the senior tourists travel with? U s u a l l y s e n i o r t o u r i s t s t r a v e l wi t h f a m i l y m e m b e r s a n d f r i e n d s. M a n y o f t h e m a r e s i n g l e o r w i d o w ( e r ), t h e r e f o r e s p e c i f i c g r o u p o f f e r s s h o u l d b e c r e a t e d f o r t h e m. H o we v e r, m a n y s e n i o r t o u r i s t s d o n o t w i s h t o t r a v e l o n l y wi t h o t h e r s e n i o r t o u r i s t s, n o t o n l y d o t h e y n o t w a n t t o f e e l o l d a n d p r e f e r m i x e d g r o u p s b u t t h e y m a y a l s o b e t r a v e l l i n g wi t h c h i l d r e n o r g r a n d - c h i l d r e n. L o n e l y wo m e n a n d m o r e g e n e r a l l y s e n i o r s wh o h a v e l o s t t h e i r c o m p a n i o n s r e p r e s e n t a n i m p o r t a n t p a r t o f t h e s e n i o r t o u r i s t s. T h e y a r e n o t n e c e s s a r i l y u s e d t o t r a v e l i n g r o u p a n d t h e y d o n t n e c e s s a r i l y f i n d t h e a d e q u a t e o f f e r t o a n s we r t o t h e i r n e e d s. A l o n e l y w o m a n will t r y t o m o b i l i s e h e r f r i e n d s ( i n c o u p l e ) a n d h e r o t h e r l o n e l y f r i e n d s t o t r a v e l wi t h t h e m. Bu t f r i e n d s a r e n o t a l wa y s t h e b e s t o p t i o n ( n o t t h e s a m e t a s t e s, n o r b u d g e t, n o t t h e s a m e i n t e r e s t s, n o r t h e s a m e a v a i l a b i l i t y ) a n d t r a v e l l i n g w i t h a c o u p l e i s n o t a l way s v e r y c o m f o r t a b l e. T h u s, l o n e l y wom e n o f t e n p r e f e r s m a l l g r o u p s w i t h t h e m a t i c t r a v e l s t o s e e s e c u r e d p l a c e s wh e r e t h e y w i l l f e e l s a f e, wh e r e t h e y c o u l d h a v e e x c h a n g e s wi t h o t h e r p e o p l e d u r i n g t h e d a y. T h e y q u i t e o f t e n d o n t l i k e s h a r i n g t h e i r r o o m s w i t h u n f a m i l i a r p e o p l e, t h u s, s i n g l e r o o m s s h o u l d r e m a i n a v a i l a b l e with o u t a l o t o f d i f f e r e n c e i n c o m p a r i s o n t o a d o u b l e r o o m. How do the senior tourists travel? A c c o r d i n g t o r e s e a r c h e r s El i s a A l é n, T r i n i d a d D o m í n g u e z a n d Nieves L o s a d a f r o m t h e u n i v e r s i t y o f Vi g o i n Spa i n, i n a s t u d y e n t i t l e d N e w o p p o r t u n i t i e s f o r t h e t o u r i s m m a r k e t : s e n i o r t o u r i s m a n d a c c e s s i b l e t o u r i s m, t h e c a r, a n d i n p a r t i c u l a r t h e p r i v a t e c a r, i s t h e p r e f e r r e d m o d e o f t r a n s p o r t a t i o n b y s e n i o r c i t i z e n s f o r l e i s u r e t r a v e l, f o l l o wed b y p l a n e s a n d t r a i n s e v e n i f b u s e s a r e m o r e a n d m o r e u s e d, e s p e c i a l l y b y s e n i o r c o u p l e s. Nev e r t h e l e s s, t h e t y p e o f t r i p s t r o n g l y d e t e r m i n a t e s t h e t y p e o f t r a n s p o r t ( e s p e c i a l l y r e g a r d i n g t h e d i s t a n c e w h e r e s e n i o r t o u r i s t s g o ). Plan e s will b e m o r e u s e d f o r l o n g - d i s t a n c e t r a v e l s wh e r e a s c a r s wi l l b e m o r e u s e d f o r s h o r t - d i s t a n c e t r i p s.

18 T h e T O U RA G E p r o j e c t h a s c o n d u c t e d a s u r v e y o n s e n i o r c i t i z e n s i n 1 1 E u r o p e a n r e g i o n s. T h e a n a l y s i s o f t h e s t u d y s h o ws t h a t Se n i o r s p r e f e r t o o r g a n i s e t h e i r t r a v e l i n d i v i d u a l l y w i t h o u t t h e h e l p o f o t h e r i n s t i t u t i o n s l i k e t r a v e l a g e n c i e s. I n c a s e o f g r o u p t r a v e l, t h e y p r e f e r t o p a r t i c i p a t e t h r o u g h l o c a l s e n i o r o r g a n i s a t i o n s. T h e y a r e u s u a l l y u s i n g t h e b u s a s a t r a n s p o r t a t i o n m o d e, b u t f o r a b r o a d a g r o wi n g n u m b e r o f t h e m a r e u s i n g a i r t r a v e l a s w e l l

19 THE NECESSITY TO DEVELOP INNOVATIVE AND ALTERNATIVE TRANSPORT MEANS, ESPECIALLY IN RURAL AND MOUNTAIN AREAS. T h e m a i n b a r r i e r s o f t r a v e l a r e f i n a n c i a l r e a s o n s a n d h e a l t h p r o b l e m s, w h i c h i s w h y m o r e s o c i a l s u p p o r t s c h e m e s o r o t h e r s e n i o r d i s c o u n t s o r a f f o r d a b l e o f f - s e a s o n p r o d u c t s a n d p a c k a g e s s h o u l d b e c r e a t e d t o m a k e i t p o s s i b l e f o r t h e s e g r o u p s t o g e t i n v o l v e d i n t o u r i s m. I n p a r a l l e l, s u s t a i n a b l e m o b i l i t y s h o u l d n o w b e e n c o u r a g e d with t h e d e v e l o p m e n t o f s o f t m o b i l i t y s o l u t i o n s, o n - d e m a n d s o l u t i o n s, i n t e r - m o d a l i t y a n d p u b l i c t r a n s p o r t s t h a t w i l l b e n e f i t b o t h t o l o c a l c i t i z e n s a n d t o u r i s t s. F o c u s i n g o n a l t e r n a t i v e s t o i n d i v i d u a l c a r s f o r t r a v e l u p t o d e s t i n a t i o n ( i. e u p t o t h e f i n a l k i l o m e t e r o f t h e t o u r i s t s t r a v e l ) i s i n h e r e n t t o t h e s u s t a i n a b l e t r a n s i t i o n a n d c a n b e e n c o u r a g e d b y t h e d e v e l o p m e n t o f c o m b i n e d t r a i n / b u s p a s s p a c k a g e s a t r e d u c e d p r i c e s f o r e x a m p l e. As t o u r i s t s a r e p l a n n i n g t h e i r t r a v e l s b y d i s t a n c e, f r e q u e n t l y u s i n g t h e I n t e r n e t, i m p r o v i n g t h e p r o v i s i o n o f i n f o r m a t i o n o n t h e p u b l i c t r a n s p o r t o p t i o n s f o r t r a v e l l i n g t o, f r o m a n d wi t h i n a d e s t i n a t i o n i s e q u a l l y n e c e s s a r y T h e q u e s t i o n o f a c c e s s i b i l i t y a n d a c c e s s t o p u b l i c t r a n s p o r t i s g e n e r a l l y m o r e c h a l l e n g i n g i n r u r a l a n d m o u n t a i n a r e a s w h e r e l o n g e r d i s t a n c e a n d f e w e r p o p u l a t i o n a r e t wo e x p l a n a t i o n s o f l e s s d e n s i t y p u b l i c t r a n s p o r t n e t works. N e v e r t h e l e s s, g o o d p r a c t i c e s c a n b e i d e n t i f i e d, s u c h a s i n t h e M o v e o n G r e e n and A c c e s s 2 M o u n t a i n p r o j e c t s ( s e e A n n e x 1 ). M o v e o n G r e e n ( M O G ) i s a n I NT E R REG I V C p r o j e c t ( ) w h i c h a i m e d t o i m p r o v e t h e d e s i g n a n d e f f e c t i v e n e s s o f r e g i o n a l p o l i c i e s o n s u s t a i n a b l e t r a n s p o r t i n r u r a l a n d m o u n t a i n a r e a s. M O G t r i e d t o c o n t r i b u t e t o : r e d u c i n g e m i s s i o n s a n d wa s t e a n d m i n i m i z i n g t h e i m p a c t o n b o t h t h e e n v i r o n m e n t a n d l o c a l l a n d s c a p e s ; a l l o wing t h e b a s i c n e e d s o f b o t h i n d i v i d u a l s a n d s o c i e t y t o b e m e t s a f e l y a n d i n a m a n n e r c o n s i s t e n t wi t h h u m a n a n d e c o s y s t e m h e a l t h ; s u p p o r t i n g c o m p e t i t i v e e c o n o m y o p t i o n s a s wel l a s b a l a n c e d d e v e l o p m e n t i n r u r a l a r e a s ; a n d o f f e r i n g a n u m b e r o f t r a n s p o r t a l t e r n a t i v e s ( c o - s h a r i n g, m u l t i m o d a l t r a n s p o r t, t r a n s p o r t o n d e m a n d ) w h i c h a r e a f f o r d a b l e a n d o p e r a t e e f f i c i e n t l y. T h e p r o j e c t o r g a n i z e d e x c h a n g e s o f e x p e r i e n c e s o n s u s t a i n a b l e m o b i l i t y b e t w e e n t h e 1 3 p a r t n e r s i n v o l v e d. B a s e d o n t h e e x a m p l e s a n a l y s e d, e a c h r e g i o n a l p a r t n e r a f t e r w a r d s p r e p a r e d a n a c t i o n p l a n o n s u s t a i n a b l e t r a n s p o r t t o i m p l e m e n t l o c a l l y. T h e p r o j e c t A C C E SS 2 M O U NT AI N ( ) a i m e d t o a c h i e v e d u r a b l e, e n v i r o n m e n t a l l y f r i e n d l y t o u r i s m, a s well a s t o e n s u r e a c c e s s i b i l i t y a n d c o n n e c t i o n t o, b e t w e e n a n d i n s e n s i t i v e r e g i o n s o f t h e Al p s a n d t h e Ca r p a t h i a n s. I t w a n t e d b e n e f i t a l l ( p o t e n t i a l )

20 u s e r s. W i t h t h e l o n g - t e r m p e r s p e c t i v e o f i n c r e a s i n g s u s t a i n a b l e t o u r i s t m o b i l i t y, r a i l w a y a n d m u l t i m o d a l c o n n e c t i o n s wi l l b e i m p r o v e d a n d a t t r a c t i v e o f f e r s c r e a t e d v i a p r e - i n v e s t m e n t m e a s u r e s, p i l o t a c t i v i t i e s, a n d i n v e s t m e n t s. I t w a s c e n t r a l t o t h e p r o j e c t, t o t r a n s f e r e x p e r i e n c e s m a d e a n d k n o wled g e g a i n e d i n t h e Al p s t o t h e S o u t h - e a s t e r n E u r o p e a n r e g i o n. I n t h i s r e g a r d, t h e t r a n s n a t i o n a l c o o p e r a t i o n i n t h e f i e l d o f s u s t a i n a b l e r e g i o n a l d e v e l o p m e n t p l a y e d a n i m p o r t a n t r o l e. T o u r i s t i c i n f r a s t r u c t u r e s a r e t o b e c r e a t e d o r i m p r o v e d i n a s u s t a i n a b l e m a n n e r. T h i s p a v e s t h e way f o r a c h i e v i n g i n t e r n a t i o n a l e n v i r o n m e n t a i m s a n d y i e l d c o m p e t i t i v e a d v a n t a g e s. How can me develop sustainable alternative and innovative transport means to facilitate the mobility of senior tourists? H e r e a f t e r a r e p r e s e n t e d s u s t a i n a b l e a l t e r n a t i v e s o l u t i o n s t o t h e c a r f r o m t h e M o v e o n G r e e n a n d Acc e s s 2 M o u n t a i n p r o j e c t s. T r a n s p o r t o n d e m a n d : T o p r o v i d e a t r a n s p o r t s e r v i c e f o r s m a l l i s o l a t e d v i l l a g e s wi t h p o o r c o n n e c t i o n s ; t h e a i m i s t o c o v e r m o b i l i t y n e e d s f o r a c c e s s t o d i f f e r e n t s e r v i c e s b y m a x i m i s i n g e x i s t i n g s e r v i c e s. T r a n s p o r t o n d e m a n d r e p r e s e n t s a n i n t e r e s t i n g o p p o r t u n i t y f o r p l a c e s wh e r e n o p u b l i c t r a n s p o r t i s a v a i l a b l e o r wh e r e t h e f e w p u b l i c t r a n s p o r t d o n t a n s w e r t o t h e s p e c i f i c n e e d s o f t o u r i s t s ( i n t e r m s o f d e s t i n a t i o n, a c c e s s, t i m i n g ). I t c a n b e a l s o c o m b i n e d w i t h o t h e r p u b l i c t r a n s p o r t i n o r d e r t o f a c i l i t a t e t h e a c c e s s t o t h e l a s t k i l o m e t r e o f a d e s t i n a t i o n a n d t h u s e n c o u r a g e s t o u r i s t s t o t r a v e l w i t h o u t a c a r. C y c l i n g : Bo t h t r a d i t i o n a l a n d e l e c t r i c c y c l i n g a r e a n a c t i v e, a g e - f r i e n d l y a n d z e r o e m i s s i o n s o l u t i o n p r o m o t i n g a s u s t a i n a b l e w a y t o d i s c o v e r a d e s t i n a t i o n. Cycl i n g i s a l s o a way t o d i s c o v e r o t h e r t r a d i t i o n a l r o u t e s o r t r a i l s a n d h a v e a c c e s s t o a l a r g e r c u l t u r a l a n d n a t u r a l h e r i t a g e t h a t i s n o t a l ways a c c e s s i b l e with o t h e r t r a n s p o r t m e a n s. T h e e l e c t r i c s o l u t i o n h a s t h e a d v a n t a g e t o b e m o r e a t t r a c t i v e f o r s e n i o r t o u r i s t s o r t o t r a v e l l o n g d i s t a n c e s, e s p e c i a l l y i n m o u n t a i n a r e a s w i t h i m p o r t a n t s l o p e s. M u l t i m o d a l t r a n s p o rt : E n h a n c i n g c o n n e c t i v i t y b e t we e n t h e d i f f e r e n t t r a n s p o r t m e a n s i n a n e c o - f r i e n d l y w a y. C a r - s h a ri n g f o rm u l a : I m p l e m e n t a t i o n o f v e h i c l e s h a r i n g t o r e d u c e c o s t s, e m i s s i o n s l i n k e d t o u n d e r u t i l i z a t i o n o f v e h i c l e s a n d f a v o u r s o c i a l i n t e r a c t i o n. I t i s a l s o a f a s t e r, c h e a p e r, m o r e c o m f o r t a b l e way o f t r a v e l l i n g w h i c h o f f e r s m o r e c o n n e c t i o n s t h a n p u b l i c t r a n s p o r t. B u t s e n i o r p e o p l e

21 s e e m s o f a r m o r e r e l u c t a n t t o t h i s t r a v e l l i n g p a t t e r n, w h i c h i s n o t v e r y c o m m o n f o r m a n y o f t h e m. S p e c i a l f a r e s c h e m e s f o r s e n i o r s i n p u b l i c t r a n s p o r t s : As a n i n c e n t i v e t o u s e p u b l i c t r a n s p o r t, t o b e t a k e n i n t o a c c o u n t i n t h e h o l i d a y b u d g e t. In s o m e Eu r o p e a n c o u n t r i e s, s p e c i a l p u b l i c t r a n s p o r t f a r e s h a v e b e e n i n t r o d u c e d f o r s e n i o r c i t i z e n s. F o r e x a m p l e, i n B u d a p e s t, p u b l i c t r a n s p o r t i s f r e e f o r a n y E U c i t i z e n o v e r y e a r s - o l d. T h e s a m e a p p l i e s i n I r e l a n d b u t o n l y t o I r i s h s e n i o r c i t i z e n s t o t r a v e l wi t h i n t h e c o u n t r y. I n Be l g i u m, o n c e y o u a r e o v e r y e a r s - o l d, y o u c a n g o a n y wh e r e wi t h i n t h e c o u n t r y a n d b a c k f o r o n l y 6, i f y o u t r a v e l a f t e r 9 a m o n a we e k d a y

22 HOW TO BETTER UNDERSTAND THE WAY YOUR SILVER TOURISTS TRAVEL: MOBILITY PATTERNS. W h i c h a r e t h e p r e f e r e n c e s o f y o u r s i l v e r t o u r i s t f r o m t h e m o b i l i t y p a t t e r n s p o i n t o f v i e w? T r a v e l wi t h f a m i l y, f r i e n d s, a l o n e? Sh o u l d y o u d e s i g n n e w a n d i n n o v a t i v e e x p e r i e n c e o n l y f o r t h e s e n i o r t o u r i s t s? O r i f t h e y c o m e wi t h t h e f a m i l y, c r e a t e m o r e g l o b a l e x p e r i e n c e s o r s e p a r a t e e x p e r i e n c e s f o r d i f f e r e n t p a r t s o f t h e f a m i l y? A r e y o u l o c a t e d i n a n i s o l a t e d v i l l a g e o r i n a c i t y? I s i t v e r y e a s y f o r t h e m t o a r r i v e a t y o u r h o t e l? T h e s e q u e s t i o n s a r e i m p o r t a n t t o c r e a t e n e w p r o d u c t s o r s e r v i c e s a d a p t e d t o s i l v e r t o u r i s t a n d m u s t b e k n o wn D o y o u r t o u r i s t s c o m e i n p r i v a t e o r p u b l i c t r a n s p o r t? Du r i n g t h e u n i t, t h i s q u e s t i o n h a s b e e n t a c k l e d d e s c r i b i n g t h a t t h e a c c e s s i b i l i t y a n d a c c e s s t o p u b l i c t r a n s p o r t i s g e n e r a l l y m o r e c h a l l e n g i n g i n r u r a l a n d m o u n t a i n a r e a s t h a n g r e a t c i t i e s. Ha v e y o u c o n s i d e r e d t h i s a s p e c t i n t h e q u e s t i o n n a i r e??? Y o u c a n c r e a t e a g r e a t p r o d u c t o r s e r v i c e b u t i f t h e f i n a l u s e r s c a n n o t a c c e s s t h e m... y o u r p r o d u c t s o r s e r v i c e wi l l n o t b e s u c c e s s f u l. C h e c k y o u r q u e s t i o n n a i r e a n d b e s u r e t h a t t h e t r a n s p o r t n e e d s c a n b e d e t e c t e d, b u t b e f o r e t h i s... i t i s i m p o r t a n t t o d e s i g n g o o d q u e s t i o n s i n o r d e r t o g e t r i c h e r, m o r e m e a n i n g f u l f e e d b a c k. T o k n o w m o r e a b o u t g o o d q u e s t i o n s, r e a d t h e A r t o f P o we r f u l Q u e s t i o n s.

23 MOBILITY OF SILVER TOURISTS AND ACCOMPANYING PERSONS: CONCLUSION. S e n i o r t o u r i s t s t e n d t o p r e f e r t h e u s e o f t h e c a r o r t h e b u s f o r t r a v e l l i n g, d e p e n d i n g o n w h a t t y p e o f h o l i d a y t h e y h a v e p l a n n e d a n d t h e d i s t a n c e t h e y a r e t r a v e l l i n g t o. T h e f i r s t p o i n t t o m a k e i s t h a t i n f o r m a t i o n s h o u l d b e e a s i l y a c c e s s i b l e t o t h e m c o n c e r n i n g t h e i r t r a v e l l i n g o p t i o n s, e s p e c i a l l y i f t h e b o o k i n g o p t i o n s a r e o n l y a c c e s s i b l e v i a t h e I C T s a s i t will b e d i s c u s s e d l a t e r i n t h i s Un i t. F u r t h e r m o r e, t r a n s p o r t i n a k e y e l e m e n t i n t h e s u s t a i n a b l e t r a n s i t i o n a n d s o f t m o b i l i t y m u s t b e a d a p t e d t o s e n i o r n e e d s. M a n y g o o d p r a c t i c e s e x i s t f o r l o w c a r b o n, c h e a p, c o n n e c t e d, e a s y - of- u s e, c o m f o r t a b l e, i n t e r a c t i v e t r a n s p o r t s o l u t i o n s a s a l t e r n a t i v e s t o t h e p e r s o n a l c a r. 222

24 Reflective questions H o w t o i n c r e a s e a w a r e n e s s o f s e n i o r t o u r i s t s a b o u t s u s t a i n a b l e m o b i l i t y? W h i c h f u r t h e r s t e p s c o u l d b e t a k e n t o m a k e t o u r i s t i c d e s t i n a t i o n s m o r e a c c e s s i b l e t o s i l v e r t o u r i s t s? Further information and references for learning, teaching and assessment activities F u r t h e r M o v e o n G r e e n g o o d p r a c t i c e s : G o o d p r a c t i c e s c o l l e c t i o n O n t h e t o p i c o f s e n i o r t r a v e l p a t t e r n s : T O UR AG E p r o j e c t p u b l i c a t i o n, R e p o r t o n t h e r e s u l t s o f t h e q u e s t i o n n a i r e f o r f o r e i g n s e n i o r s o n t o u r i s m T h e W o r l d Hea l t h O r g a n i z a t i o n w e b s i t e A n a g e - f r i e n d l y wo r l d : h t t p s : / / e x t r a n e t. wh o. i n t / a g e f r i e n d l y wo r l d /

25 1.3 Health-Care and Accessibility of Silver Tourist THE ECONOMIC INTEREST IN DEVELOPING MORE ACCESSIBLE TOURISM. T h e Eu r o p e a n Network f o r Accessible T o u r i s m ( ENAT ) r e f e r s t o Accessible T o u r i s m a s t h e s e t o f s e r v i c e s a n d f a c i l i t i e s ( s uc h a s p h y s i c a l e nv i r o n m e n t, t ra n s p o r t a t i o n, i n f o r m a t i o n, c o m m u n ication) which e n a b l e pe r s o n s with s p e c i al ac c e s s n e e ds, e i t h e r p e r m a n e n t o r t e m p o r a r y, t o e n j o y a h o l i d a y a n d l e i s u r e t i m e with n o p a r t i c u l a r b a r r i e r o r p r o b l e m T h e l a c k o f i n f r a s t r u c t u r e, s e r v i c e s a n d i n f o r m a t i o n a d a p t e d t o d i s a b l e d p e o p l e o f t e n p r e v e n t s t h e m f r o m t r a v e l l i n g, o r a t l e a s t c o n s i d e r a b l y l i m i t s t h em. Economic i m p a c t a n d t r a v el p a t te r n s o f a c c es s i b l e t o u ri s m i n Europe is a c om p r e h e n s i v e r e s e a r c h s t u d y t h a t was c a r r i e d o u t a t t h e European l e v e l b y G f K Belgium, t he University o f Surrey, N e u m a n n Consult a n d Pr o Asolutions. I t s h o ws t h a t t h e r e i s a h u g e d e m a n d o n a c c e ss i b l e i n f r a s t r u c t u r e s a nd s e r v i c e s i n t h e t o u r ism s e c t o r. I t a l s o p r o v e s t h a t a c c e s sible tourism can increase incomes of tourism ope r a t o r s. A market with spill over effects T h e a b o v e - m e n t i o n e d s t u d y r e v e a l s t h a t i n , i n t h e European Union, t h e d e m a n d f o r a c c e s s i b l e t o u r i s m b y p e o p l e with s p e c i a l a c c es s n e ed s was m i l l i o n t r i p s, o f which 7. 2 m i l l i o n were t a k e n b y p e o p l e with d i s a b i l i t i e s a n d m i l l i o n b y t h e e l d e r l y po p u l a t i o n. I n d e e d, p e r s o n s who n e e d s p e ci f i c a c c e s s i b il i ty i n f r a s t r u c t u r e s a n d s e r v i c e s i n c lude n o t o n l y d i s a b l e d p e o p l e b u t a lso t h o s e who p r e s e n t d i f f i c u l t i e s t o mo v e, s u c h as o l d e r o r i nj u r e d p e o p l e. Besides, fa m i l i e s with y o u n g c h i l d r e n a n d p u shchairs a r e v e r y l i k e l y t o b o o k t h e i r h o l i d a y s in a c c e s s i b l e d e s t i n a t i o n s. O v e r a l l, th e d i r e c t c o n t r i b u t i o n o f EU27 s a c c e s s i b l e t o u r i s m d e m a n d t o t h e EU s e c o n o m y was e s t i m a t e d t o b e a p p ro x i m a t e l y b i l l i o n Euros i n t e r ms o f t h e e c o n o m i c o u t p u t o r g r o s s t u r n o v e r o f t o u r i s m - r e l a t e d s e r v i c e p r o v i d e r s. ( ) T a k i n g a l l t h e d i r e c t, indirect a n d i n d u c e d e ff e c t s i n t o c o n s i d e r a t i on, a c c e s s i b l e t o u r i s m d e m a n d within t h e EU g e n e r a t e d a t o t a l e c o n o m i c c o n t r i bu t i o n o f b i l l i o n Euros i n t e r m s o f e c o n o m i c o u t p u t ( ) a n d b i l l i o n Euros i n t e r m s o f G DP 1. A m a i n s t r e a m a p p r o a ch i n a c c e ss i b i l i t y i s very i m p o r t a n t when d i sabled p e o p l e t r a v e l : i f a r e s t a u r a n t i s a cc e s s i b l e b u t t he m u s e u m n ex t - d o o r i s n o t, t h e d e s t i n a t i o n m i g h t n o t be r e l e v a n t f o r t h e m. Yet, a c c o r d i n g t o s u r v e y s a n d a n a l y s i s f r o m t h e s t u d y, t h e mo r e a c c e s s i b i l i ty s e r v i ces a r e p r o v i d e d, t h e m o r e d i s a b l e d 1Economic impact and travel patterns of accessible tourism in Europe, by GfK Belgium, the University of Surrey, Neumann Consult and ProAsolutions, page 8

26 p e o p l e a r e willing t o t r a v e l. Some d i s a b l e d p e o p l e a l s o s a i d t h e y wo u l d i n c r e a s e t h e i r b u d g e t i f t o u r i s m was m o r e a c c e ss i b l e, an d 8 0 % o f t h e m would go b a c k t o t h e s a m e d e s t i n a t i o n i f t h e y a r e s a t i s f i e d. T h e e c o n o m i c i n c o m e would a l s o b e f u r t h e r a m p l i f i e d c o n s i d e r i n g t h a t d i s a b l e d p e o p l e t r av e l with a c o m p a n i o n in m o s t o f t he c a s e s. According t o t h i s s a m e s t u d y, o n a v er a g e, e a c h i n d i v i d u a l with s p e c i al a c c e s s n e e d s ( i n t h e EU a n d b e y o n d ) t r a v e l l e d with 1. 9 c o m p a n i o n s. I n d i v i d u a l s with d i s a b i l i t i e s t e n d to t r a v e l with s l i g h t ly m o r e c o m p a n i o n s t h a n t h e e l d e r l y p o p u l a t i o n. T h i s r e p r e s e n t s a n i m p o r t a n t p o t e n t i a l s o u r c e o f i n c o m e s f o r t h e tour i s m o p e r a t o r s. I f we c o n s i d e r p e o p l e t ra v e l l i n g t h e s am e way a n d a s m u c h as t h e y d o, a n d b a s e d o n t h e f o r e c a s t e d g r o wth o f t h e e l d e r l y p o p u lation a n d t h e g r o wth o f i n d i v i d u a ls with d i s a b i l i t i e s, t h e d e m a n d f o r EU a c c e s s ible t o u r i s m will c o n t i n u e t o g r o w t o about 862 million trips per year 2 b y T h e i n v e s t m e n t s m a d e i n a c c e s s i bi l i t y would p r o v i d e t h r e e l e v e l s o f e c o n o m ic b e n e f i t s : T o u rists d i rect s p e n d i n g : s e r v i c e s o r p r o d u c ts d i r e c t l y b o u g h t b y di sabled p e o p l e when t h e y t r a v e l ( h o t e l s, r e s t a u r a n t s, m u s e u m s ) will b r i n g i n c o m e s t o t o u r i s m o p e r a t o r s. T h i s d e m a n d f o r ac c es s i b i l i t y will i n c r e a s e th e n u m b e r o f p r o d u c ts a n d s e r v i c e s t h a t s h o u l d b e p r o v i d e d t o t o u r i s t s. As a r e s u l t, t o u r i s m o p e ra t o r s will h a v e t o i n c r e a s e t h e i r i n t e ractions a n d e c o n o m i c t ransaction s with o t h e r t o u r i s m a c t o r s o r with o t h e r s e c t o r s : f o r i n s t a n c e, d i s a b l e d p e o p le a r e willing t o s t a y i n a c i t y where s e v e r a l s e r v i c e s a r e a c c e s s i b l e s uc h a s m u s e u m s, c a f e s, s h o ps. T o f a c e t h i s i n c r e a s e d d e m a n d, t o u r i s m o p e ra t o r s will h a v e t o h i r e m o r e e m p l o y e e s. T h e c o n s um p t i o n o f t h e s e a d d i t i o n a l t o u r i s m e m p l o y e e s will i n c r e a s e t h e g e n e r a l e conomic growth. A market that needs to be further strengthened Even i f t o u r i s m s t a k e h o l d e r s a r e well a ware t h a t a c c e s s i b l e t o u r i s m is a b u s i n e ss o p p o r t u n i t y, t h e y o f t e n f a c e a l a ck o f c o o r d ination i n m a n y a r e a s, p a r t i c u l a r l y b e t ween t h e p u b l i c a n d t h e p r i v a t e s e c t o r s. T h i s p r e v e n t s t h e m t o d e v e l o p f u l ly a c c e s s i b l e t o u r is m de s t i n a t i o n s. Communication i s a l s o u n d e restimated: accessibility is mainly understood a s a f e a t u re f o r d i s a b l e d g u e s t s a n d a l m o s t n e v e r u n d e rstood a s a p l u s i n c o m f o rt a n d s e rvice a n d, t h e refo re, n e i t h e r u s e d i n m a rketing no r in ad v e rtising. Some M e m b e r States d i d work o n t r y i n g t o c l o s e t h e a c c e s s i b i l i t y ga p. However, t h e y h a v e t o e s t a b l i s h b e t t e r s t r a t e g i e s o n h o w t o r e d u c e t h i s g a p b y e x c h a n g i n g i d e a s a n d i n f o r m a t i o n, b y m o n i t o r i n g a n d f ol l o wing - u p t h e i r work with t o u r i s m o p e r a t o r s. T h e l a t t e r o n e s n e e d a l s o t o b e f ur t h e r i n f o r m e d o n t h e a d v i s a b i l i t y o f 2 idem, page 4

27 t h i s m a r k e t. Decision m a k e r s s h o u l d e n c o u r a g e t h e m t o i n v e s t i n a c c e s s i b i l i t y a nd i n m a i n s t r e a m i n g. Netwo r k i n g a n d c o o r d i n a t i o n e f f o r t s a r e i m p o r t a n t, pa r t i c u l a r l y t o p r o m o t e p a r t n e r s h i p s b e t ween various sectors. I n o rder t o u n d e rstand t h e d i f f i c u l t y t o h a v e real a c c e s s i b l e d e s t i n a t i o n s, t h i s i s i m p o rtant t o c o n s i d e r t h e m o s t c o m m o n h e a l t h p roblems t h a t s e n i o r p e o p l e a re f a c i n g. Seve ral d o n t e m b e d t h e m t o t rav e l, b u t requi re s o m e a d a p t a t i o n i n t h e s e rvices provide d

28 WHAT ARE THE MOST COMMON HEALTH PROBLEMS THAT PREVENT SENIOR PEOPLE TO TRAVEL? Even i f s e n i o r t o u r i s t s can h a v e v e r y d i f f e r e n t levels o f h e a l t h, t h ey d o r e p r e s e n t a m o r e f r a g i l e g r o u p t h a t t h e o t h e r s a n d t h e a cc e s s i b i l i t y r e m a i n s a key i s s u e t h a t e m b e d s s e v e r a l s e n i o r to u r i s t s t o d o t h e a c t i v i t ies t h e y would like to do. T h e f o l l o wing f i g u r e s h o ws t h a t h e a l t h i s s u e s b e c o m e a m u c h m o r e p r e d o m i n a n t r e a s o n n o t t o t r a v e l i n t h e p o p u l a t i o n c a t e g o r y F i g u r e 5 : M a i n r e a s o n s r e p o r t e d f o r n o t p a r t i c i p a t i n g i n t o u r i s m b y a g e g r o u p, E U ( ¹ ), ( % ) Source: Eurostat Notes: EU-28 aggregate estimated for this publication, not including Belgium, Sweden and the United Kingdom. Percentages do not add up to 100% due to multiple answers possibility. Health c o n c e r n s c a n s ti m u l a t e t r a v e l i n t h o s e who f e a r t h a t t h e y m a y n o t b e well e n o u g h t o t r a v e l l a t e r o r who want t o e n j o y t h e e x p e r i e n c e s d e s p i t e p o o r h e a l t h. O l d a g e c a n a l s o m o t i v at e a p e r s o n t o t r a v e l t o s e e p l a c e s o f i n t e r e s t b e f o r e I d i e. O n t h e o t h e r h a n d, p o o r h e a l t h c a n b e a d e t e r r e n t, t h o u g h t h e r i s k o f b e i n g u n a b l e to get care is reduced when older tourists travel in organised groups. Another i d e a c o u l d b e t o p r o p o s e t h e l a s o t h e r a p y o r m a s s a g e s t o r e c ov e r f r o m t h e f a t i g u e. You c o u l d a ls o s u g g e s t d i f f e r e n t a l t e r na t i v e s f o r t h e p e r s o ns in a g r o u p. I f a g r o u p i s a g e d - m i x e d, t h e t o u r i s t o p e r a t o r c o u l d s u g g e s t t o h a v e d i f f e r e n t t y p e s o f a c t i v i t i e s ( o r n o a c t i v i t ies) d u r i n g a p a r t o f t he d a y t o a ll o w s o m e na p a n d s ome r e l a x a t i o n b e f o r e d o i n g o t h e r a c t i v i t i e s.

29 F i g u r e 6 : M a i n h e a l t h c o n c e r n s f o r s i l v e r t o u r i s t s Tiredness, fatigue Need more seats and places to rest (for instance in the museums) or in the public buildings (like tourism offices). Short breaks should be scheduled to let them rest and relax In the train stations, airports and hotels, some services to carry luggage are appreciated Vision Rheumatism and arthrosis Hearing impairment Signage should be written big enough in order to be able to see it, and this is the same for leaflets and brochures and for websites Avoid steps when possible Use ramps and rails to avoid climbing up staires For those with more mobility problems, this is very important to have access paths and accessible parking Specific hearing devices during visits Calm places to rest could be proposed during breaks in the activities Food safety Be aware of the availability of doctors/pharmacies Between the food allergies, the specific diet and the diabetes, food safety is important for senior tourists, who are not always willing to try new culinary experiences to avoid bad digestion or other problems. S o u r c e : S i l v e r T o u r i s m p r o j e c t Health p r o b l e m s c a n a l s o b e t h e r e a s o n o f t h e t r i p i t s e l f : h e a l t h t o u r i s m, with t h e d e v e l o p m e n t o f t h e r ma l t o u r i s m, e s p e c i al l y i n m o u n t a i n a r e a s, r e p r e s e n t a n i m p o r t a n t p a r t o f t h e t r i p s f o r t h e t o u r i s t s i n b a d h e a l t h. Being a w a re o f t h e s e h e a l t h d i f f i c u l t i e s, h o w d o t h e Silve r T o u ris t Expert g i v e e n o u g h i n f o rmation t o t h e f u t u re t o u rist t o r e a s s u re h i m a n d t o e n c o u rage h i m t o c o m e t o h i s d e s t i n a t i o n?

30 HOW TO PROVIDE ENOUGH INFORMATION TO ANSWER TO THE NEEDS OF SENIOR TOURISTS? T h e l a c k o f i n f o r m a t i on r e p r e s e n t s t h e m a i n a n d k e y c h a l l e n g e f or t h e t o u r i s m o p e r a t o r s. Ho w c a n t h e Silver T o u r i s t Expert g i v e e n o u g h i n f o r m a t i o n t o r e a s s u r e t h e p o t e n t i a l t o u r i s t? Mo r e a n d m o r e s p e c i a li sed websites o r a s s o ci a ti o n s p r o v i d e s p e c i a l i s e d i n f o r m a t i o n r e g a r d i n g a c c e s s i b i l i t y, which i s h i g h l y r e g a r d e d b y t o u r i s ts with m o b i l i t y o r b e h a v ioural i s s u e s a n d c o m pe n s a t e t h e l a c k o f g e ne r a l s e r v i ce p r o v i d e r s. But t h e s e d a t a o n a c c e s s i b i l i ty g e n e r a l l y d o n t a p p e a r i n t h e m a i n s t r e a m e d websites, s o c i a l m e d i a o r a p p l ic a t i o n s o r i f t h e y a p p ea r, t h e y a r e q u i t e o f t e n n o t u p d a t e d n o r a c c u r a t e a n d o b l i g e t h e p o t e n t i a l t o u r i s t t o g o t o s p e c i a l i s e d websites F i g u r e 7 : T h e S i x P h a s e s o f t h e V i s i t o r J o u r n e y, C o n s i d e r i n g t h e N e e d f o r I n f o r m a t i o n a b o u t A c c e s s i b i l i t y a n d A p p r o p r i a t e A c c e s s M e a s u r e s ( L a n e , D i c k s o n a n d D a r c y ) S o u r c e : e x t r a c t f r o m E u r o p e a n C o m m i s s i o n, M a p p i n g s k i l l s a n d t r a i n i n g n e e d s t o i m p r o v e a c c e s s i b i l i t y i n t o u r i s m s e r v i c e, : p a g e 1 6 T h i s g r a p h r e p r e s e n t s t h e 6 p h a s e s o f t h e Vi s i t o r J o u r n e y f r o m t h e m o m e n t t h e t o u r i s t e n v i s a g e s t o g o t o a d e s t i n a t i o n, t o h i s t r a v e l, a n d h i s way b a c k h o m e. I n o r d e r t o a n t i c i p a t e t h e i r s p e c i f i c n e e d s, t h e t o u r i s t s with s p e c i f i c d i s a b i l i t i e s e x p e ct t o b e a b l e t o h a v e e no u g h i n f o r m a t i o n o n t h e i r j o u r n e y s t o s e e h ow e a s y a n d c o m f o r t a b l e ( o r n o t! ) i t will be for them. During t h e f i r s t s t e p, t h e t o u rist a n t i c i p a t e s h i s t ravel : h e c o l l e c t s i n f o r m a t i o n a n d d a t a o n t h e d i f f e r e n t a c c e s s r e q u i r e m e n ts. T h e m a i n b a r r i e r s consist i n t he l a c k o f a v a i l a b i l i t y o f i n f o rmatio n ( n o t p u b l i s h e d o n t h e I n t e r n e t o r t h e s e r v i c e p r o v i d e r s d o n t k n o w i f t h e i r s e r v i c e s a r e a c c es s i b l e o r n o t ) ; t h e l a c k o f a c c u rate a n d p recise i n f o rmati o n d u e t o t h e l a c k o f t r a i n i n g o f t h e s e r v i c e p r o v i d e r s. A

31 h o t e l c a n t b e f u l l y a c c e s s i b l e i f t h e e l e v a t o r i s t o o s m a l l t o welcome a wheelchair o r i f t h e r e a r e e v e n o n e o r t wo steps to go to t h e r e s t a u r a n t. T h e f o rmat o f t h e i n f o rmation p r o v i d e d r e m a i n s q u i t e o f t e n c o n v e n t i o n a l : Braille, l a r g e s i g n, a u d i o r e c o r d i n g s a r e o f t e n a b s e n t a n d s e r v i c e s r e m a i n i n a cc e s s i b l e. During t h e s e c o n d s t e p, t h e t o u rist s h o u l d h a v e e n o u g h i n f o rma t i o n t o b e a b l e t o t a k e t h e d e c i s i o n t o t ravel, m e a n i n g t h a t h e n e e d s t o k n o w t h a t h e c a n e a s i ly b o o k h i s t r a v e l a n d a c commodations. Then, t he to urist tra vel s to th e des tina tion : e nough services should b e provided in order to accompany t he disabled p ersons ( assistance to t ake th e means of transpor t). The main ba r riers described are thos e in the airp orts and the flights. This is almost imp ossible t o use a low -cost flight when you are in a wheelchair fo r instance. The websites general ly don t give t he possibility to reque s t for specific assistance fo r dis abled persons, r equiring a long booking system thro ugh the agencies an d no t t hrou gh the websites as for the othe r customers. During thes e calls, peo ple with specific needs are of ten asked uncomf ortabl e q uestions reg arding their level of independe nce, level o f heal th or s pecific equipme nt th ey n eed M o r e t h a n p h y s ic a l b a rr i e r s, t h e a t t i t u d i n a l b a rriers a r e t h e m o s t u n c o m f o r t a b l e a n d b a d l y p e r c e i v e d b y t h e t o u r i s t s who n e e d ac c e s s i b l e s e r v i c e s : s t a ff n o t t r a i n e d t o t h e s p e c i f i c r e q u i r em e n t s ( f o r i n s t a n c e, im p o s s i b l e t o g o t o t he b a t h r o o m ), d i s r e s p e c t. T h e t o u r i s t s with s p e c i f i c n e e d s w h o h a v e a b a d e x p e r i e n c e won t b e willing to buy again the product and service. I n g e n e r a l, p a s t r e s e a rc h i n d i c a t e s t h a t p hy s ic a l a c c e ss b a r r i e r s a r e p e r c e i v e d a s g r e a t e r o b s t a c l e s whe n c o m p a r e d t o a t t i t u d i n a l b a r r i e r s i n t h e a c c o m m o d a t i on s e c t o r. Yet, f o r Europe a n t r a v e l e r s, p h y s i c a l a c c e s s b a r r i e r s a r e r a n k e d a s b e i n g e q u a l l y i m p o r t a n t c o m pa r e d t o a t t i t u d i n a l b a r r i e r s. W h i l e p r e v i o u s r e s e a r c h h i g h l i g h t e d t h a t t h e f o o d a n d b e v e r a g e s e c t o r c a u s e s t h e g r e a t e s t n u m b e r o f b a rr i e r s t o i n d i v i d u al s wi th a c c e s s n e e d s, Europe a n t r a v e l e r s with m o b i l i t y, s en s o r y, b e h a v i o u r a l a n d hi d d e n r e s t r i c t i o n s f e l t t h a t t he t r a n s p o r t a t t h e d e s t i n a t i o n i s t h e secto r where m o s t b a r r i e r s a r e e n c o u n t e r e d. Yet, f o r p e o p le with s e n s o r y, c o m m u n i c a t i o n a n d h i d d e n l i m i t a t i o n s, b a r r i e r s e n c o u n t e r e d i n t h e f o o d a n d b e v e r a g e s e c t o r a r e e n c o u n t e r e d s i g n i f i c a n t l y m o r e o f t e n t h a n i n t h e a c c o m m o d a t i o n s ec t o r. As p a r t o f t h e a t t r a c t i o n s e c t o r, n a t u r e - b a s e d a c t i v i t i e s a r e i n h i g h d e m a n d b y p e o p l e with a c c e s s n e e d s. Yet, t h e s e a c t i v i t i e s a r e a c c o m p a n i e d b y t h e m o s t b a r r i e r s. O n l y f o r i n d i v i d u a l s with s e n s o r y a n d b e h a v i o u r a l d i f f i c u l t i e s, b o t h n a t u r e a n d s h o p p i n g o p p o r t u n i t i e s a r e e q u a l l y i m p o r t a nt b a r r i e r s i n t h e a t t r a c t i o n s e c t o r. T h e c r o s s - s e c t o r c omp a r i s o n s r e v e a l e d t h at o v e r a l l, a t t i t u d i n a l b a r r i e r s a r e e n c o u n t e r e d m o r e o f t e n t h a n p h y s i c a l a c c e s s b a r r i e r s a c r o s s a l l s e c t o r s b y i n d i v i d u a l s with d i f f e r e n t t y p e s o f a c c e s s n e e d s. B a r r i e r s e x p e r i e n c e d i n t h e t r a n s p o r t ( a t t h e d e s t i n a t i o n ) s t a g e a r e f a c e d m o r e o f t e n c o m p a r e d t o o t h e r s e c t o r s, p a r t i c u l a r l y f o r i n d i v i d u a l s with m o b i l i ty, s e n s o r y, b e h av i o u r a l a n d h i d d en l i m i t a t i o n s.

32 Destination s p e c i f i c di f f e r e n c e s were a l s o i d e n t i f i e d when i n v es t i g a t i n g t h e i m p o r t a n c e o f a c c es s i bl e t o i l e t s a c r o ss a l l key t o u r i s m s ec t o r s. T h us, a l l s e c t o r s m u s t s t r e n g t h e n t h e i r e f f o r t s t o i m p r o v e t h e a v a i l a b i l i t y o f t o i l e t s a n d b a t h r o o m s a s a n i n d i s p e n s a b l e e l e m en t f o r p e o p l e with access needs when bein g on holiday. During h i s s t a y, h e s h o u l d e n j o y t h e e x p e ri e n c e o f t ravell i n g, s o h a v e e n o u g h i n f o r m a t i o n o n t h e p o s s i b l e a c t i v i t i e s ( m u s e u ms, o u t d o o r a c t i v i t i e s, v i s i t i n g n a t u r a l a n d c u l t u r a l l a n d s c a p e s, a c c e s s t o r e s t a u r a n t s a n d t o i l e t s ) h e c a n e as i l y d o. T he i m p o r t a n c e o f h a v i n g t r a i n e d s t a f f, well aware o f t h e d i f f e r e n t p r o d u c t s a n d s e r v i c e s o f f e r e d i n t h e r e g i o n, b u t a l s o o f t h e d i f f i c u l t i e s f o r t h e m a i n h e a l t h p r o b l e m s, i s p a r t i c u l a r l y i m p o r t a n t i n o r d e r t o a d e q u a t e l y a n s wer t o t h e q u e s t i o n s o f t h e s e n i o r t o u r i s t s T h e t o u r i s t t h e n g o e s b a c k a t h o m e a n d n e e d s t o h a v e e n o u g h i n f o r m a t i o n t o b e a b l e t o l e a v e a n d t a k e ag a i n t h e m e a n s o f t r a n s p o r t. F i n a l l y, h e c o m e s b ac k a t h o m e a n d c a n s h a re h i s e x p e rience w i t h o t h e r p e rsons ( c o m m e n t s o n t h e h o t e l s f o r i n s t an c e ) o r o n s o c i a l m ed i a. W i t h t h e i n c r e a s i n g u s e o f s o c i al m e d i a, a g o o d b u t a l s o a b a d e x p e r i e n ce c a n b e c o m e v i r al v e r y q u i c k l y a n d c a n bl ac k l i s t a s e r v i c e p r o vi d e r v e r y q u i c k l y. Apart f rom t h e d i f f i c u l t y t o h a v e relia b l e, a c c u rate a n d u p - to- d a t e i n f o rmation, w h a t a re t h e o t h e r p rincipal b a r riers a n d d i f f i c u l t i e s t o h a v e a s e rvice o r p roduct really a c c e s s i b l e f o r a l l? How c a n t h e Silve r T o u rist Expert c a n o v e rcome the diffe rent b a rriers t o h a v e a n a c c e s s i b l e s e rvice and p roduct?

33 WHAT ARE THE DIFFICULTIES AND BARRIERS TO OVERCOME TO HAVE AN ACCESSIBLE SERVICE OR PRODUCT? I n i t s s t u d y M a p p i n g a n d Performance Check o f t h e Supply o f A c c e s s i b l e T o u r i s m, a s u r v e y was d o n e o n p e r s o n s t o b e t t er a s s e s s t h e m a i n d i f fi c u l t i e s a nd b a r r i e r s e n c o u n t e r e d b y t h e SMEs in order to m a k e t h e i r s e r v i c e s m o r e a c c e s s i b l e. F i g u r e 8 : S u p p l i e r s ' P e r c e p t i o n s o f B a r r i e r s I n h i b i t i n g A c c e s s i b l e T o u r i s m S e r v i c e s S o u r c e : E u r o p e a n C o m m i s s i o n, M a p p i n g a n d Pe rformance Check o f t h e Supply o f Accessible Tourism S e r v i c e s, , P a g e 5 9 N o t e : G r o u p 1 = b u s i n e s s e s w h i c h c a t e r e x c l u s i v e l y, o r m o s t l y t o t h e a c c e s s i b i l i t y m a r k e t ; G r o u p 2 = b u s i n e s s e s w h i c h c a t e r t o e v e r y o n e i n c l u d i n g ( s o m e o r c o m p l e t e ) p r o v i s i o n s f o r a c c e s s i b l e t o u r i s m First barrier: lack of knowledge and skills in disability issues T h e f i r s t b a r r i e r p e r c e i v e d was t h e l a c k o f k n o wledge a n d s k i l l s i n d i s a b i l i t y i s s u e s a n d r e q u i r e m e n t s. I n o r d e r t o a n t i c i p a t e t h e n e e d s o f d i s a b l e d t o u r i s t s, s t a f f working o n t o u r i s m o p e r a t o r s n e e d t o b e t r a i n e d t o h a v e e n o u g h s k i l l s, c o m p e t e n c e s a n d k n o wledge t o a s s i s t an d a c commodate a l l vi s i t o r s. T h i s t r a i n i ng s h o u l d f o c u s o n b e t t e r u n d e r s t a n d i n g t h e s p e c i f i c n e e d s o f t h e s e t o u r i s t s, b u t a l s o e n c o u r a g e p r o f e s s i o n a l a n d r e s p e c t f u l b e h a v i o ur s.

34 According t o t h e s t u d y, t h e Eu r o p e a n Commi s s i o n i d e n t i f i e s s e v e n k e y s k i l l s on which t h e s t a f f s h o u l d b e t r a i n e d t o b e t t e r t a k e i n t o a c c o u n t t h e n e e ds o f d i s a b l e d p e o p l e : -Knowledge of disabilities: definitions, types of disability, accessibility requirements -Barriers to accessibility & Design for All -Strategic development of accessibility in business -Skills to have proper etiquette for dealing with disabled persons -Recognising and responding appropriately to people using personal support 333 -Principles of effective customer services to overcome obstacles Service animals and assistive technology Some o r g a n i s a t i o n s h a v e a l r e a d y d o n e m a s s i ve e f f o r t s t o t r a i n t h e i r s t a f f. T h i s i s t h e c a s e o f t h e Hermes Airport i n Cyprus, wh e r e a t r a i n i n g p r o g r a m m e h a s b e en i m p l e m e n t e d f o r t wo a i r p o r t s. T h e y h a v e c o n s u l t e d t h e l o cal d i s a b i l i t i es o r g a n i z a t i o n s t o b r i n g th e k n o wledge n e e d e d on a c c e s s i bi l i t y a n d h a ve d o n e s o me r o l e p l a y t o b e i n t h e s h o e s o f a d i s a b l e d p er s o n. T r a i n i n g t h o u s a n d s o f p e o p l e working i n t h e a i r p o r t was a v e r y d i f f i c u l t t as k. T o d o s o, t h e c o m p a n i es working i n t h e a i r p o r t s h a v e s e n t t h e i r f r o n t - l i n e s t a f f t o b e t r a i n e d. T h e s e e mp l o y e e s h ave then been able to train other groups of people in different sessions. T h i s i s a ls o t h e c a s e i n Portugal where a s t u d y o n i n c l u s iv e t o u r i s m wa s c o n d u c t ed b y t h e c o m p a n y Perfil t o b e t t e r u n d e r s t a n d t h e d y n a m i c s o f p r o v i d i ng h o s p i t a l i t y s e r v i c e s t o p e o p l e with d i s a b i l i t i e s. T h i s c o m p a n y c r e a t e d a t r a i n i n g p a c k a g e t o e n a b l e t o u r i s m p r o f e s s i o n a l s t o r e c e i v e p e o pl e with s p e c i a l r e q u i r e m e n t s. T h i s t r a i n i n g p a c k a g e was successful a n d u s e d t o t r a i n b o t h s t u d e n t s a n d p r o f e s s i o n a l s. I t was e v e n i n c l u d e d i n t h e Catálogo Nacion a l d e Q u a l i f i c a ç õ e s ( t h e National Q u a l i f i c a t i o n s F r a m e work) which i s t h e s t r a t e g i c t o o l t h a t t h e Portuguese g o v e r n m e n t u s e s t o m a n a g e t h e f o r m a l a n d v o c a t i o n a l t r a i n i n g f o r p r o f e s s i o n al q u a l i f i c a t i o n s. However, t r a i n i n g p e o p l e i s n o t s u f f i c i e n t i f t ou r i s t o p e r a t o r s a r e n o t a ware o f t h e i m p o r t a n c e o f a c c e s s ible t o u r i s m. T h u s, t h e a s s o c i a t i o n o f h o t e l s o f Portugal, c a r r i e d o u t workshops a l l o v e r t h e c o u n t r y with s t u d e n t s a n d p r o f e s s ional, t o r a i s e a wareness of accessible tourism and to promote trainings at the same time. Second barrier: lack of funding T h e s e c o n d m a i n b a r r i e r t o d e v e l o p a c c es s i b l e d e s t i n a t i o n was t h e l a ck o f f u n d i n g a n d t h e a d d i t i o n a l c o s t s n e e d e d t o a d a p t t h e i n f rastructu res o r t h e s e rvices t o t h e n e e d s o f d i s a b l e d t o u rists.

35 Several local, regional, national and EU funds (the European Regional Development F u n d f o r i n s t a n c e ) can h e l p t o f i n a n c e th e a d a p t a t i o n t o m o re a c c e s s i bl e d e s t i n a t i o n s. T h e y a r e a l s o s e v e r a l p o s s i b i li t i es t o b e r e c o g n is e d a s an a c c e s s i bl e d e s t i n a t i o n a n d t o u s e t h i s a s a m a r k e t i n g a r g u m e n t t o welcome m o r e t o u r i s t s. A l i s t o f a c c e s s i b l e d e s t inat i o n s c a n b e f o u n d i n t h e PAN T O U n e t work, s u c h a s t h e ENAT o n e o r s e v e r a l d e s t i n a t i o n s r e c e i v e d t h e EDE N a wa r d o f t h e European Commission. T h e s e n e tworks c o u l d h e l p t o s o l v e t h e o t h e r b a r r i e r c o n s i d e r e d b y SMEs (difficulty to market the destinations). I n a n y c as e, t h e m a rk et p o t e n t i a l o f t h e a c c e ss i b l e d e s t i n a t i o ns, n o t o n l y f o r t he d i s a b l e d t o u r i s t s, b u t al s o f o r t h e a c c o m p a ny ing p e r s o n s, t h e p e r s o ns with y o u n g c h i l d r e n a n d s e n i o r p e op l e who subject to tiredness could be an importa n t a r g u m e n t i n f a v o u r o f d e v e l o p i n g m o r e a c c e s s i b l e d e s ti n at i o n s Despite t h e d i f f i c u l t i e s, m a n y o rgan i s a t i o n s, i n c l u d i n g SMEs h a v e d o n e t h e b e t t o d e v e l o p m o re a c c e s s i b l e s e rvices a s m a n y g o o d p ractices c a n i l l u s t rate ( Annex 2). Extreme Users Extreme Users a r e t h o s e p e o p l e with n o n - c o m m o n b e h a v i o u r s i n r e lation with t h e u s e o f p r o d u c t s o r s e r v i c e s. T h e a n a l y s i s o f t h e i r b e h a v i o u r s c a n b e u s e f u l t o d i s c o v e r n e e d s n o t d e te c t e d when y o u a r e t h i n k i n g i n c o m m o n t o u r i sts a n d t h e s e n e w r e v e l a t i o n s will i m p r o v e o u r p r o d u c t s o r s e r v i c e s, Besides, t h e i n n o v a t i o ns i n t e g r a t e d i n t h e i n n o vative e x p e r i e n c e s, p r o du c t s o r s e r v i c e s will be u s e f u l n o t o n l y f o r t h e e x t r e m e u s e r s, b u t t h e r e s t o f t o u r i s t s will also benefit from them. I n s p i t e o f i t i s p o s s i bl e t o f i n d Extreme us e r s i n a l l c h a r a c t e r i s t i cs d es c r i b e d u n t i l n o w, i t i s a g o o d m o m e n t t o i n t r o d u c e t h i s c o n c e p t d u e t o t h e a c c e s s i b i l i t y i s a n i m p o r t a n t a s p e c t t o b e t a k e n i n t o a c c o u n t i n t h is t a r g e t. W h o a r e y o u r e x t r e m e u s e r s? I n which a r e a s...., i f y o u a r e t h i n k i n g a b o ut a c c e s s i b i li t y, y o u r e x t r e m e u s e r s c a n b e f o r i n s t a n c e, t h e t o u r i s t with r e d u c e d m o b i l i t y o r with h e a l t h p r o b l e m s...., b u t i n o t h e r a r e a s, e x t r e m e u s e r s c a n b e p e o p l e with n e e d s o f l o w l e v e l o f s p e n d i n g c a p a c i t y, o r with s p e c i a l d i e t a r y n e e d s, e t c. Have y o u t a k e n i n t o a c c o u n t e d t h i s k i n d o f u s e r s i n t h e q u e s t i o n n a i r e? I f y o u r a n s wer i s " n o t ", pl e a se r e a d t h e " Extreme u s e r s " c a r d, a n d t h e n c h e c k t he q u e s t i o n n a i r e i n o r d e r t o e n s u r e t h a t t h e n e e d s o f t h e s e u s e r s c a n b e a n a l y s e d. I f y o u r a n s wer i s y e s, r e a d t h e Extreme u s e r s c a r d a n d s e e t h i s v i d e o t o i m p r o v e y o u r q u e s t i o n n a i r e.

36 HEALTH-CARE AND ACCESSIBILITY OF SILVER TOURISTS: CONCLUSION. T h e p r o p o r t i o n o f d i s ab l e d p e o p l e is h i g h e r a m o n g t h e s il v e r p o p ul a t i o n which m a k e s i t a n i m p o r t a n t a s p e c t t o t a k e i n t o a c count when t a r g e t i n g t h i s p o p u l a t i o n c a t e g o r y, a n d e s p e c i a l ly i n t h e t o u r i s m s e c t o r. I n d e e d, t o u r i s m i s a n o n - e s s e n t i al l e i s u r e a c t i v i t y s o i f no t p e r f e c t l y a c c e s s i b l e a n d a d a p t e d t o s p e c i f i c n e e d s, t he s e c t o r will not be able to attract this special cat e g o r y o f c l i e n t s i n p a r t i c u l a r. T h e m o s t r e c u r r e n t h e a l t h i s s u e s t h e s e n i o r t o u r i s t s would b e a f f l i cted with a r e s i g h t a n d h e a r i n g i m p a i r m e n t, f a t i g u e, r h e u m a t i s m s a n d s p e c i a l d i e t s. Silver t o u r i s t s m u s t b e a s s u r ed t h a t s p e c i f i c s o l u t i o n s e x i s t t o f a c e t h e i r n e e d s e v e r y s t e p o f t h e i r h o l i d a y, s o a c c e s s i b l e i n f o r m a t i o n is a f i r s t s t e p t o i n c r e a s e t o u r i s t i c a t t r a c t i v e n e s s. L a c k o f s t a f f t r a i n i n g a n d f u n d s t o m a k e i n f r a s t r u c t u r e a c c e s s i b l e a r e t h e t wo m a i n b a r r i e r s i d e n t i f i e d f o r SMEs t o o v e r c o m e i n o r d er t o i n c r e a s e a c c e s s i b i li t y f o r s i l v e r to u r i s t s

37 Reflective questions Do a c c e s s i b i l i t y n e e d s d i f f e r d e p e n d i n g o n t h e t o u r i s t i c d e s t i n a t i o n ( mo u n t a i n a r e a, s e a s i d e, d e v e l o p i n g c ou n t r y, e t c. )? Silver t o u r i s t s a r e n o t t h e o n l y p a r t o f t h e p o p u l a t i o n c o n c e r n e d wi t h a c c e s s ibility i s s u e s a n d f u n d s a r e sc a r c e, which would b e t h e m o s t e f f i c i e n t solution t o a c c o m m o d a t e t h e l a r g e s t p a r t o f t h e p o p u l a t i o n? W i l l t h e r e b e n e w h e a l t h i s s u e s a r i s i n g i n t h e u p c o m i n g y e a r s a n d h o w s h o u l d t h e t o u r i s m s e c t o r p r e p a r e f o r t h e s e? Further information and references for learning, teaching and assessment activities European Commission, M a p p i n g sk i l l s a n d t r a i n i n g n e e d s t o im p r o v e a c c e s s i b i li t y i n t o u r i s m s e r v i c e, 2014 Economic impact and travel patterns of accessible tourism in Europe, b y G f K Belgium, the University of Surrey, Neumann Co n s u l t a n d ProAsolutions European Commission, M a p p i n g a n d Pe r f o r m a n c e Check o f t h e Su p p l y o f Accessible Tourism Serv i c e s, 2015 European Commission, Economic i m p a c t a n d t r a v e l p a t t e r n s o f a c c e s s i b le t o u r i s m i n Europe F i n a l Report, 2013

38 1.4 Spending Power of Silver Tourist SPENDING CAPACITY OF SENIOR TOURISTS VS SPENDING CAPACITY OF OTHER TOURISTS. The Silver Economy T o t a l k a b o u t t h e s p e n d i n g p o w e r o f t h e s i l v e r t o u r i s t s, l e t s f i r s t t a k e a l o o k a t t h e s i l v e r e c o n o m y c o n c e p t. I n , i n i t s f i r s t p a p e r e x p l i c i t l y f o c u s e d o n t h e t o p i c, t h e C o m m i s s i o n wr o t e, T h e " Si l v e r Econ o m y " c a n b e d e f i n e d a s t h e e c o n o m i c o p p o r t u n i t i e s a r i s i n g f r o m t h e p u b l i c a n d c o n s u m e r e x p e n d i t u r e r e l a t e d t o p o p u l a t i o n a g e i n g a n d t h e s p e c i f i c n e e d s o f t h e p o p u l a t i o n o v e r E u r o p e a n s o v e r 6 5 a l r e a d y h a d a s p e n d i n g c a p a c i t y o f o v e r 3 t r i l l i o n i n J u l y a c c o r d i n g t o t h e Eu r o p e a n Comm i s s i o n a n d t h i s m a r k e t s e g m e n t i s g r o w i n g. As t h e r e i s a n i n c r e a s i n g n u m b e r o f o l d e r p e o p l e, t h e n u m b e r o f p e o p l e wi t h a g e - r e l a t e d i m p a i r m e n t s wi l l a l s o g r o w, m e a n i n g t h e m a r k e t f o r g o o d s a n d s e r v i c e s t o m i n i m i s e, m a n a g e a n d m i t i g a t e t h e s e i m p a i r m e n t s w i l l b e c o m e b i g g e r s t i l l. Eu r o m o n i t o r f o r e c a s t s t h a t t h e g l o b a l s p e n d i n g p o we r o f t h o s e a g e d 6 0 a n d a b o v e will r e a c h U S$1 5 t r i l l i o n b y F i g u r e 9 : F a c t s a b o u t t h e S i l v e r E c o n o m y S o u r c e : E I P - AHA

39 Impact of the seniors spending power on the tourism sector S e n i o r t o u r i s t s h a v e a l o w e r m e d i a n i n c o m e t h a n t h e r e s t o f t h e p o p u l a t i o n b u t t e n d t o s p e n d m o r e o n t h e i r h o l i d a y s. A r e c e n t s t u d y ( De c e m b e r ) p u b l i s h e d b y F r e n c h s e n i o r - m a g a z i n e h a s a s s e s s e d t h a t s e n i o r s s p e n d a n a v e r a g e m o r e 3 0 % o n t h e i r h o l i d a y s t h a n o t h e r t o u r i s t s. A c c o r d i n g t o E u r o s t a t, b e t wee n a n d , a p e r i o d d u r i n g wh i c h t h e t o u r i s m s e c t o r wa s a f f e c t e d b y t h e c r i s i s, t h e E u r o p e a n a g e d c o n t r i b u t e d s i g n i f i c a n t l y t o t h e s e c t o r 's s u r v i v a l. I n t h a t p e r i o d, t h e n u m b e r o f t o u r i s t s d r o p p e d i n a l l a g e g r o u p s e x c e p t f o r t h e 6 5 +, w h e r e 1 0 % m o r e p e r s o n s p a r t i c i p a t e d i n t o u r i s m i n t h a n i n A d m i t t e d l y, t h i s a g e g r o u p i n c r e a s e d b y 6 % o v e r t h e p e r i o d, b u t t h e r e i s s t i l l a c l e a r n e t e f f e c t. I n , t h e m a d e 2 9 % m o r e t r i p s a n d 2 3 % m o r e o v e r n i g h t s t a y s t h a n f i v e y e a r s e a r l i e r. T h e i r t o u r i s m e x p e n d i t u r e g r e w b y 3 3 % a n d a c c o u n t e d f o r 2 0 % o f a l l t o u r i s m s p e n d i n g o f Eu r o p e a n s, c o m p a r e d wi t h j u s t 1 5 % i n Silver tourists and social tourism S o c i a l t o u r i s m r e f e r s t o f a c i l i t a t i n g a c c e s s t o t o u r i s m f o r l o w i n c o m e g r o u p s a n d / o r t h e u s e o f t o u r i s m a s a r e g e n e r a t i o n a n d e c o n o m i c s t i m u l a t i o n s t r a t e g y. C a l y p s o i s a E u r o p e a n Co m m i s s i o n i n i t i a t i v e w h i c h f o c u s e s o n s o c i a l t o u r i s m f o r s e n i o r c i t i z e n s, u n d e r p r i v i l e g e d y o u n g p e o p l e, d i s a d v a n t a g e d f a m i l i e s a n d p e r s o n s w i t h r e d u c e d m o b i l i t y. T h e a i m i s t o e n a b l e a s m a n y p e o p l e a s p o s s i b l e t o t r a v e l, w h i l e a t t h e s a m e t i m e h e l p i n g t o e v e n o u t s e a s o n a l i m b a l a n c e s. G i v e n t h e s u c c e s s o f C a l y p s o o v e r a t h r e e - y e a r p e r i o d ( ), t h e C o m m i s s i o n b e g a n co- f i n a n c i n g p i l o t p r o j e c t s i n with t h e a i m o f t a c k l i n g s e a s o n a l i t y b y t a r g e t i n g y o u n g p e o p l e a n d s e n i o r c i t i z e n s ( t h e m o s t r e c e n t i n v i t a t i o n t o t e n d e r, l e d b y C O SM E, t h e Ex e c u t i v e A g e n c y f o r Sm a l l a n d M e d i u m - s i z e d Ent e r p r i s e s, was i s s u e d o n 3 0 J u n e ). T o l e a r n m o r e a b o u t Ca l y p s o, w a t c h t h e v i d e o o f t h e E u r o p e a n Co m m i s s i o n :

40 Perspectives A c c o r d i n g t o t h e CB I, d i s p o s a b l e i n c o m e s o f s e n i o r s a r e e x p e c t e d t o d e c r e a s e a s s e n i o r s a r e f a c i n g p e n s i o n c u t s, h i g h e r c o s t s o f l i v i n g, a s wel l a s s t r u c t u r a l l i f e s t y l e c h a n g e s ( h i g h e r r a t e s o f d i v o r c e n o wa d a y s m e a n s m o r e p e o p l e l i v i n g o f f o n e s a l a r y ). T h i s m i g h t a f f e c t t h e i r t o u r i s m e x p e n d i t u r e a s t h e l e v e l o f i n c o m e h a s a s t r o n g i m p a c t o n w h e t h e r t h e y will t r a v e l a n d h o w m u c h t h e y will s p e n d. F u r t h e r m o r e, E u r o p e a n r e s i d e n t s wh o will t u r n 6 5 d u r i n g t h e n e x t t e n y e a r s m i g h t h a v e t o w o r k l o n g e r a s t h e p e n s i o n a g e i s b e i n g r a i s e d i n s e v e r a l Eu r o p e a n c o u n t r i e s. T h e s e d e v e l o p m e n t s c a n f o r m a t h r e a t t o t o u r i s m p r o v i d e r s. H o wev e r, m a n y s e n i o r s h a v e f e we r f i n a n c i a l c o m m i t m e n t s s u c h a s m o r t g a g e s a n d p r e f e r t o s p e n d t h e i r m o n e y o n e x p e r i e n c e s r a t h e r t h a n o n o wn i n g m a n y p o s s e s s i o n s. As a r e s u l t, t h e y a r e g e n e r a l l y p r e p a r e d t o s p e n d a l a r g e r a m o u n t o f t h e i r d i s p o s a b l e i n c o m e o n h o l i d a y s t h a n o t h e r g r o u p s. T h e d e c r e a s e i n d i s p o s a b l e i n c o m e i s t h e r e f o r e n o t e x p e c t e d t o h a v e a s e r i o u s e f f e c t o n s e n i o r t r a v e l t o d e v e l o p i n g c o u n t r i e s. I n a n y c a s e, i f t h e t o u r i s m s e c t o r w e r e t o b e a f f e c t e d b y a l o s s o f s p e n d i n g p o wer, D i r e c t i v e / 2 4 / E U o n t h e a p p l i c a t i o n o f p a t i e n t s r i g h t s i n c r o s s - b o r d e r h e a l t h c a r e c a n t h e n b e s e e n a s a n o p p o r t u n i t y f o r t h e d e v e l o p m e n t o f c r o s s - b o r d e r s e n i o r s ' h e a l t h t o u r i s m.

41 SPENDING CAPACITY OF SENIOR TOURISTS PER TYPE OF COSTS. S t i l l a c c o r d i n g t o E u r o s t a t, i n , r e s i d e n t s o f t h e E u r o p e a n Un i o n m a d e a n e s t i m a t e d m i l l i o n h o l i d a y t r i p s o f f o u r n i g h t s o r m o r e. 9 1 m i l l i o n o f t h e s e w e r e m a d e b y t o u r i s t s a g e d 6 5 o r o v e r 5 9 m i l l i o n o f t h e m i n t h e i r o wn M e m b e r S t a t e a n d 3 2 m i l l i o n a b r o a d. I n o t h e r wo r d s, 6 5 % o f t h e i r l o n g h o l i d a y t r i p s w e r e d o m e s t i c t r i p s, whi c h i s s l i g h t l y a b o v e t h e p o p u l a t i o n a v e r a g e o f 5 9 %. T h e n u m b e r o f n i g h t s s p e n t b y t o u r i s t s i n t h e a g e g r o u p w a s a l m o s t a b i l l i o n ; o n a v e r a g e t h e i r ( l o n g ) t r i p s t o o k i n 1 1 n i g h t s a way. 1 2 n i g h t s were s p e n t o n a v e r a g e o n o u t b o u n d t r i p s a n d 1 0 n i g h t s o n d o m e s t i c t r i p s. T h e d i f f e r e n c e i n d u r a t i o n b e t wee n t h e t w o t y p e s o f d e s t i n a t i o n s t e n d e d t o b e s m a l l e r t h a n f o r t h e o t h e r a g e g r o u p s. M o r e t h a n 5 3 b i l l i o n wa s s p e n t o n l o n g h o l i d a y t r i p s b y t o u r i s t s a g e d 6 5 o r o v e r ( o r 2 0 % o f t h e t o t a l s p e n d i n g o f E U r e s i d e n t s o n s u c h t r i p s ) b i l l i o n o n d o m e s t i c t r i p s ( 4 5 % ) a n d b i l l i o n o n o u t b o u n d t r i p s ( 5 5 % ). I n t e r m s o f a v e r a g e e x p e n d i t u r e p e r t r i p, t h e o l d e s t a g e g r o u p s p e n t a l i t t l e l e s s t h a n t h e a g e g r o u p : a n d r e s p e c t i v e l y. Ho wev e r, t h i s i s m a i n l y b e c a u s e t h e y o u n g e r o f t h e t w o g r o u p s m a d e r e l a t i v e l y m o r e t r i p s a b r o a d ( 4 4 % o f t h e i r t r i p s, c o m p a r e d t o 3 5 % f o r t h o s e a g e d 6 5 o r o v e r ). L o o k i n g a t d o m e s t i c t r i p s a n d o u t b o u n d t r i p s s e p a r a t e l y, t h e r e c o r d e d t h e h i g h e s t a v e r a g e s p e n d i n g p e r t r i p : o n a d o m e s t i c t r i p a n d o n a n o u t b o u n d t r i p. Expe n d i t u r e p e r n i g h t w a s l o we r f o r t h e m o s t s e n i o r t o u r i s t s, b u t t h i s c a n b e e x p l a i n e d b y t h e f a c t t h a t t h e i r t r i p s w e r e l o n g e r, m e a n i n g t h a t f l a t - r a t e c o s t s s u c h a s t r a n s p o r t w e r e s p r e a d o v e r m o r e n i g h t s I n , p a c k a g e t r a v e l a b s o r b e d 3 8 % o f t h e s p e n d i n g b y o l d e r t o u r i s t s o n l o n g h o l i d a y t r i p s, c o m p a r e d w i t h 2 5 % f o r t h e f u l l a g e r a n g e. D a t a i s l a c k i n g o n t h e d e t a i l e d e x p e n s e s o f s i l v e r t o u r i s t s, h o wev e r a E u r o s t a t s t u d y r e v e a l s t h a t a g e m a d e a s l i g h t d i f f e r e n c e t o t h e a v e r a g e e x p e n d i t u r e p e r t r i p. O n a v e r a g e, a c c o m m o d a t i o n t o o k u p 3 6 % o f t o u r i s m e x p e n d i t u r e i n , w h i l e t r a n s p o r t a c c o u n t e d f o r 3 2 % a n d m i s c e l l a n e o u s o t h e r c o s t s f o r 3 2 %. L o o k i n g a t d o m e s t i c a n d o u t b o u n d t r i p s s e p a r a t e l y, t h e s h a r e o f t r a n s p o r t exp e n d i t u r e was h i g h e r b y 1 0 p e r c e n t a g e p o i n t s f o r o u t b o u n d t r i p s t h a n f o r d o m e s t i c t r i p s. T h e d i f f e r e n c e i n t h e s h a r e o f a c c o m m o d a t i o n e x p e n d i t u r e wa s l e s s s i g n i f i c a n t ( + 6 p e r c e n t a g e p o i n t s f o r o u t b o u n d t r i p s ).

42 F i g u r e 10: E x p e n d i t u r e b y t y p e o f e x p e n d i t u r e, E U - 2 8, ( % ) S o u r c e : E u r o s t a t N o t e : E U a g g r e g a t e c a l c u l a t e d u s i n g d a t a f o r t h e U n i t e d K i n g d o m O n a v e r a g e, e x p e n d i t u r e p e r t r i p was h i g h e r f o r t r i p s f o r w h i c h t h e m a i n a c c o m m o d a t i o n w a s r e n t e d ( s e e F i g u r e 3 ). T h e a v e r a g e c o s t o f t r i p s s p e n t a t h o t e l s w a s E U R ( a s c o m p a r e d t o t h e o v e r a l l a v e r a g e o f E U R ), w h i l e t r i p s s p e n t a t a n o w n h o l i d a y h o m e c o s t EU R o n a v e r a g e a n d t h o s e s p e n t a t a c c o m m o d a t i o n p r o v i d e d f r e e o f c h a r g e b y f r i e n d s o r r e l a t i v e s c o s t EU R F o r t r i p s w h e r e t h e m a i n m e a n s o f a c c o m m o d a t i o n w a s r e n t e d a c c o m m o d a t i o n, t h e a v e r a g e e x p e n d i t u r e p e r n i g h t o n a c c o m m o d a t i o n was E U R 41 r a n g i n g f r o m E U R 2 1 p e r n i g h t f o r t r i p s s p e n t m a i n l y a t c a m p s i t e s t o EU R 5 3 f o r t r i p s s p e n t m a i n l y a t h o t e l s ( s e e F i g u r e 4 ). What the different reasons explaining why seniors spend less? F i r s t o f a l l, s i l v e r t o u r i s t s t e n d t o s t a y i n t h e i r o wn c o u n t r y wh i c h r e d u c e s t r a v e l c o s t s. F o r e x a m p l e, t h e F r e n c h we b s i t e v e i l l e i n f o t o u r i s m e. f r e s t i m a t e s t h a t i n , 8 8 % o f F r e n c h s e n i o r t o u r i s t s s t a y e d i n F r a n c e f o r t h e i r v a c a t i o n s. T h i s c a n b e b e c a u s e o f t h e l a n g u a g e b a r r i e r o u t s i d e o f t h e i r o w n c o u n t r y, f o r b u d g e t r e a s o n s, b e c a u s e o f a c c e s s i b i l i t y, e t c. Sec o n d l y, s e n i o r t o u r i s t s t e n d t o s p e n d t h e i r h o l i d a y s i n t h e i r h o l i d a y h o m e i f t h e y h a v e o n e w h i c h r e d u c e s a c c o m m o d a t i o n c o s t s. T h i r d l y, t h e a l l - i n c l u s i v e s o l u t i o n e x p l a i n s l o w e r a c c o m m o d a t i o n, f o o d s e r v i c e a n d t r a n s p o r t c o s t s. F i n a l l y, t r a v e l l i n g o u t s i d e t h e s c h o o l h o l i d a y s p e r i o d a l s o c o n t r i b u t e s t o e x p l a i n s m a l l e r d a i l y e x p e n s e s a s t h e p r i c e s w o u l d n o t b e a t t h e i r p e a k.

43 SPENDING POWER OF SILVER TOURISTS: CONCLUSIONS. T h e S i l v e r Ec o n o m y i s a g r o wing s u b j e c t o f i n t e r e s t a s t h e n u m b e r o f i n c r e a s e s p a r a l l e l t o t h e i r g l o b a l s p e n d i n g p o w e r. H o wev e r, m u l t i p l e e x p e n d i t u r e s c e n a r i o s e x i s t r a n g i n g f r o m s o c i a l t o u r i s m t o a l l - i n c l u s i v e o u t b o u n d v a c a t i o n s. S i l v e r t o u r i s t s t e n d t o s p e n d m o r e t h a n y o u n g e r t o u r i s t s d u r i n g t h e i r h o l i d a y s, n o t a b l y f o r a c c o m m o d a t i o n, b u t d o n t g o a s f a r w h i c h b a l a n c e s o u t t h e e x p e n d i t u r e t r e n d s

44 Reflective questions V e r y f e w s t u d i e s a n a l y s e t h e e x p e n d i t u r e o f s e n i o r t o u r i s t s, c a n we r e a l l y a s s u m e t h e y a r e l i k e a v e r a g e e x p e n d i t u r e? W i l l t h e g l o b a l i n c r e a s e o f En g l i s h - s p e a k e r s i n a l l E u r o p e a n c o u n t r i e s i m p a c t f u t u r e t o u r i s t i c t r e n d s f o r s e n i o r t o u r i s t s? H o w c a n t h e n e w e c o n o m i e s ( s h a r i n g e c o n o m y, c o l l a b o r a t i v e e c o n o m y, e t c. ) i n v o l v e s i l v e r t o u r i s t s a n d r e d u c e t h e i r e x p e n d i t u r e? Further information and references for learning, teaching and assessment activities T h e p a p e r o n S i l v e r E c o n o m y o f t h e Eu r o p e a n C o m m i s s i o n E u r o s t a t o n - l i n e p u b l i c a t i o n : T o u r i s m t r i p s o f Eu r o p e a n s E u r o s t a t, S t a t i s t i c s i n f o c u s 4 3 / , C h r i s t o p h e Dem u n t e r : Eu r o p e a n s a g e d s p e n t a t h i r d m o r e o n t o u r i s m i n c o m p a r e d wi t h E u r o p e a n Pa r l i a m e n t f a c t s h e e t o n t o u r i s m,

45 1.5 Potential of New Technologies THE INCREASING ROLE OF ICT IN THE TOURISM SECTOR. T h e I n f o r m a t i o n a n d communication t ec h n o l og i e s ( f u r t h e r c a l l e d I CT) h a v e b e e n t ransformin g t h e t o u ri s m i n d u s t ry s i n c e t h e s, b u t t he e x p o n e n t i a l g r o wth o f the I n t e rnet s i n c e t h e s e c o n d h a l f o f t h e s a n d t h e e m e r g e n c e o f t h e s o - c a l l e d W e b 2. 0 s i n c e t h e s econd h a l f o f t h e s h a s u n l e a s h e d a r e v o lution, which c h a n g e d d r a s t i c a l l y t h e m a r k e t c o n d i t i o n s f o r t o u r i s m o r g a n i z a t i o n s. As t h i s i s r e c a l l e d i n t h e Co m m i s s i o n Communication Europe, t h e world's No 1 t o u r i s t d e s t i n a t i o n a n e w p o li t i c a l f r a m e work f o r t o u r i s m i n Europe, i n n o v a ti o n a n d I CT a r e k e y f a c t o r s t o s t i m u l a t e c o m p e t i t i v e n e s s i n t h e EU t o u r i s m s e c t o r a n d t o a t t r a c t n e w tourists. 444 I CT r e p r e s e n t 5. 6 % o f EU G DP ( Billion Eu r o ) a n d 5. 3 % o f t o t a l e m p l o y m e n t in Half of the EU productivity growth (1.1% b e t ween 2000 and ) c o m e s f r o m I CT and 25% of researc h e x p e n d i t u r e ( ) i s d e d i c a t e d t o t h i s s e c t o r 3. T h e Digital Agenda f o r Europe ( f u r t h e r c a l l e d Digital Agenda o r DAE) i s o n e f l a g s h i p i n i t i a t i v e o f t h e Europe s t r a t e g y. T h r o u g h a c t i o n s d i s t r i b u t e d i n 7 p i l l a r s, t h e DAE a i m s a t u s i n g I CT t o h e l p Europe's c i t i z e n s a n d b u s inesses t o g et t h e m o s t o u t o f d i g i t a l t e c h n o l o g i e s a n d f o s t e r e c o n o m y. T h e European Commission h a s e s t i m a t e d t h a t t h e f u l l i m p l e m e n t a t i o n o f t h i s updated Digital Agenda would increase European GDP by 5%, or 1500 per person, o v e r t h e n e x t 8 y e a r s. I n t e r m s o f j o b s, u p t o o n e m i l l i o n d i g i t a l j ob s r i s k g o i n g u n f i l l e d b y withou t p a n - European a c t i o n while 1. 2 m i l l i o n j ob s c o u l d be c r e a t e d t h r o u g h i n f r a s t r u c t u r e c o n s t r u c t i o n. T h i s would r i s e t o 3. 8 m i l l i o n n e w j o b s t h r o u g h o u t t h e e c o n o m y i n t h e l o n g t e r m. T h u s, t o u rism o p e rato rs, i n c l u d i n g t h e s m a l l o n e s n e e d s t o a c k n o w l e d g e t h i s revolution a n d t a k e s t h e b e s t o u t o f i t. I n d e e d, a l l t o u rism b u s i n e s s e s n e e d t o d e v e l o p a n I CT v i s i o n a n d e x p e rtise t o b e t t e r m a rket t h e i r s e r v i c e s a n d t o s u c c e s s f u l l y i n t e ract w i t h c u s t o m e rs, includ i n g t h e s e n i o r o n e s. Even i f s e n i o r p e o p l e a r e, c o m p a r e d t o o t h e r c a t e g o r i e s o f p o p u l a t i o n, a l i t t l e l e ss i n c l i n e d t o u s e I CT, the role of ICT tools is growing every year. 3 D G E n t e r p r i s e : h t t p : / / e c. e u r o p a. e u / e n t e r p r i s e / s e c t o r s / i c t / c o m p e t i t i v e n e s s / i c t - b r i e f / i n d e x _ e n. h t m

46 C o n n e c t e d Y o u n g v s C o n n e c t e d S e n i o r s 45 45

47 A c c o r d i n g t o Eu r o s t a t, i n , r e n t e d t o u r i s t a c c o m m o d a t i o n was b o o k e d o n l i n e f o r 5 5 % o f t h e t r i p s m a d e b y r e s i d e n t s o f t h e EU 4. T h e a g e p a t t e r n o f o n l i n e b o o k i n g o f r e n t e d a c c o m m o d a t i o n a n d t r a n s p o r t w a s i n l i n e wi t h t h e o v e r a l l i n t e r n e t u s e b y a g e g r o u p : t h e s h a r e o f o n l i n e b o o k i n g d e c r e a s e d s l i g h t l y f o r o l d e r a g e g r o u p s, b u t s t a y e d o v e r 4 0 % f o r a c c o m m o d a t i o n s a n d o v e r 5 5 % f o r f l i g h t s a s s h o wn i n t h e b e l o w f i g u r e. O n l i n e b o o k i n g f o r t o u r i s t a c c o m m o d a t i o n ( % o f a l l t r i p s s p e n t a t r e n t e d a c c o m m o d a t i o n ) a n d f o r a i r t r a v e l b y a g e, E U - 2 8, S o u r c e : E u r o s t a t T o u r i s m a c t o r s n e e d t o e x p l o r e t h e p o s s i b i l i t i e s o f f e r e d b y t h e we b 2. 0 t o o l s a n d t h e s o c i a l n e t w o r k s i n c o n n e c t i o n with a m o r e a c t i v e a n d c e n t r a l r o l e o f t o u r i s t s i n t h e p l a n n i n g a n d p r o m o t i o n o f t h e l o c a l t o u r i s m o f f e r. I C T a r e m o r e a n d m o r e u s e d b y c u s t o m e r s t o p r e p a r e t h e i r t r a v e l a n d a c c o m m o d a t i o n b e f o r e t h e i r s t a y, b u t a l s o t o g e t p r a c t i c a l i n f o r m a t i o n o n t h e i r m o b i l e d u r i n g t h e i r s t a y a n d t o s h a r e t h e i r i m p r e s s i o n s o n t h e v i s i t e d d e s t i n a t i o n s d u r i n g a n d a f t e r t h e i r s t a y, t h a n k s t o s o c i a l n e t wo r k s n o t a b l y. T h e c u s t o m e r s i n c r e a s i n g l y i n f l u e n t i a l r o l e i n t h e t o u r i s m p u r c h a s i n g c y c l e h a s r e s u l t e d i n a c o n s t a n t l y c h a n g i n g m a r k e t p l a c e, i n w h i c h t h e c o n s u m e r / a c t o r i s b e c o m i n g t h e m o s t i m p o r t a n t p l a y e r. S o f a r, t h e re i s s t i l l i n s u f f i c i e n t a c c e s s t o t h e l a t e s t i n f o rm a t i o n a n d c o m m u n i c a t i o n t e c h n o l o g i e s, p r e v e n t i n g e s p e c i a l l y ru ra l a n d m o u n t a i n a c t o rs f r o m d e v e l o p i n g i n d i s p e n s a b l e s e r v i c e s f o r t o u r i s t s. T h e re a re s t i l l s e v e r a l t o u r i s m o p e ra t o r s w h o d o n t h a v e a w e b s i t e o r c a n t u s e t h e s o c i a l m e d i a e f f e c t i v e l y i n o r d e r t o m a rke t t h e i r p r o d u c t s a n d s e r v i c e s. O t h e r s d o n t e v e n h a v e t h e I n t e r n e t whi c h p r e v e n t s t h e t o u r i s t s t o u s e t h e a p p l i c a t i o n a n d webs i t e s t h e y l i k e. 4 Eurostats, Statistics on ICT use in tourism, May 2016,

48 T h i s g a p n e e d s t o b e f i l l e d i n, e s p e c i a l l y a s c u s t o m e r s a t i s f a c t i o n d e p e n d s m o r e a n d m o r e o n t h e a c c u r a c y a n d c o m p r e h e n s i v e n e s s o f i n f o r m a t i o n p r o v i d e d a n d o n t h e a b i l i t y o f o r g a n i z a t i o n s t o r e a c t i n s t a n t l y t o c o n s u m e r r e q u e s t s ; i t i s m u c h e a s i e r f o r u n s a t i s f i e d c u s t o m e r s t o v o i c e c o m p l a i n t s, w h i c h c a n h a v e a h i g h v i s i b i l i t y o n t h e s o c i a l m e d i a t h a n b e f o r e. Ev e n i f s e n i o r p e o p l e a r e n o t n e c e s s a r y t h e o n e s w r i t i n g a l o t o f c o m m e n t s o n s o c i a l m e d i a, t h e y w i l l b e m o r e i n c l i n e d t o p a y a t t e n t i o n t o t h e c o m m e n t s p o s t e d b y p r e v i o u s c o n s u m e r s, t o e n s u r e t h a t t h e q u a l i t y o f t h e s e r v i c e i s we l l r e s p e c t e d I C T o f f e r n e w o p p o r t u n i t i e s, e v e n f o r s e n i o r p e o p l e, t h a t t o u rism o p e r a t o rs h a v e t o s e i z e. B u t h o w c a n t h e S i l v e r T o u r i s m Ex p e r t b e n e f i t f r o m t h e s e t o o l s?

49 HOW CAN ICT TOOLS ENGAGE TOURISTS TO HAVE MORE ACTIVE INTERACTIONS WITH THE TOURISM OPERATORS? T o a c c o m p a n y t h e t o u r i s m o p e r a t o r s i n t h e a d a p t a t i o n o f t h i s I C T r e v o l u t i o n, t h e D A NT E p r o j e c t ( D i g i t a l A g e n d a f o r Ne w T o u r i s m App r o a c h i n E u r o p e a n Ru r a l a n d M o u n t a i n A r e a s ) h a s d e v e l o p e d a n I C T p h i l o s o p h y t o o r d e r t o h e l p e s p e c i a l l y t h e s m a l l a c t o r s, i n r u r a l a n d m o u n t a i n a r e a s t o a d a p t t o t h e s e t e c h n o l o g i e s a n d t o a t t r a c t v i s i t o r s. B e f o r e d e v e l o p i n g n e w t o o l s, t h e t o u r i s m a c t o r s s h o u l d b e a r i n m i n d t h i s p h i l o s o p h y. T h e t o u r i s m a c t o r s s h o u l d b e : O P EN : t h e h i e r a r c h y o f r e l a t i o n s h i p s c h a n g e s : t h e t o u r i s t i s a c t i v e ( s e n d s p i c t u r e s, o p e n s b l o g s, s e n d s t o u r i s m i n f o r m a t i o n t o t h e c o m m u n i t y, h e i s a l s o a b l o g - j o u r n a l i s t, h e c o u l d i n t e r a c t a t t h e s a m e l e v e l t h a n t h e t o u r i s m o p e r a t o r s ), t h e o p e r a t o r s h o u l d b e a b l e t o u s e I CT t o o l s t o k e e p a n d g e t i n t o u c h wi t h t h e t o u r i s t s i n a m o r e i n t e r a c t i v e a n d i n s t a n t way t h a n b e f o r e. I N ( t h e e v e n t ) : with I CT a n d e s p e c i a l l y s o c i a l n e t wo r k s, t h i s i s n o w e a s i l y f e a s i b l e t o c o m m e n t a n e v e n t w h i l e l i v i n g i t a n d i n t e r a c t w i t h d i f f e r e n t p a r t i c i p a n t s o r p e o p l e w h o a r e n o t n e c e s s a r i l y p h y s i c a l l y p a r t i c i p a t i n g i n t h e e v e n t, t h u s t h e s p e e d o f i n f o r m a t i o n a n d t h e n e e d t o a n s w e r m o r e q u i c k l y t o t h e d e m a n d o f t o u r i s t s i s h i g h e r t h a n b e f o r e, t h e l a n g u a g e t o u s e i s d i f f e r e n t t h a n i n m o r e t r a d i t i o n a l m e d i a a n d s h o u l d b e a d a p t e d t o o. C L O S E: I C T u s e e n c o u r a g e s a n d d e v e l o p s a l a n g u a g e c l o s e r t o e m o t i o n s, t o u r i s t s e x p r e s s e d m o r e t h e i r f e e l i n g s a n d wh y t h e y l i k e ( o r d o n t l i k e a p l a c e, a n e v e n t, a n a t t r a c t i o n ). T h e l a n g u a g e u s e d i s m o r e f r i e n d l y, s h a r e d w i t h f r i e n d s a n d a c q u a i n t a n c e s, i n r e a l t i m e, d u r i n g t h e m o m e n t o f t h e e x p e r i e n c e. T o s h a r e t h e e x p e r i e n c e w i t h t h e t o u r i s t, y o u n e e d t o c o m m u n i c a t e a b o u t s t o r i e s, r e a l e x p e r i e n c e a b o u t t h e l i f e o f t h e p e o p l e. L O W CO ST : t h e u s e o f o p e n s o u r c e a n d f r e e s o f t wa r e ( e x. o p e n s t r e e t m a p ) a n d o p e n d a t a d e c r e a s e t h e c o s t o f i n f o r m a t i o n a n d i n c r e a s e i t s a c c e s s i b i l i t y. A l l t o u r i s t o p e r a t o r c a n n o w h a v e s o c i a l m e d i a o r a web s i t e f o r a l m o s t z e r o i n v e s t m e n t. B u t t i m e i s n e e d e d i n o r d e r t o a d e q u a t e l y a n i m a t e t h e s e t o o l s. E l d e r l y p e o p l e a r e m o r e a n d m o r e u s i n g s o c i a l m e d i a. Acc o r d i n g t o a s t u d y f r o m t h e P e w Res e a r c h Cen t e r o n Am e r i c a n p e o p l e, " u s a g e a m o n g t h o s e 6 5 a n d o l d e r h a s m o r e t h a n t r i p l e d s i n c e w h e n 1 1 % u s e d s o c i a l m e d i a. T o d a y, 3 5 % o f a l l t h o s e 6 5 a n d o l d e r r e p o r t u s i n g s o c i a l m e d i a, c o m p a r e d wi t h j u s t 2 % i n " A n d r e w P e r r i n, S o c i a l M e d i a U s a g e : % o f a d u l t s n o w u s e s o c i a l n e t w o r k i n g s i t e s a n e a r l y t e n f o l d j u m p i n t h e p a s t d e c a d e ;

50 A m o n g a l l A m e r i c a n a d u l t s, % w h o u s e s o c i a l n e t w o r k i n g s i t e s, b y a g e S o u r c e : P e w R e s e a r c h C e n t e r, A n d r e w P e r r i n, S o c i a l M e d i a U s a g e : % o f a d u l t s n o w u s e s o c i a l n e t w o r k i n g s i t e s a n e a r l y t e n f o l d j u m p i n t h e p a s t d e c a d e ; , p a g e 5. N o t e : N o d a t a a v a i l a b l e f o r N e v e r t h e l e s s, a g o o d b a l a n c e m u s t b e c o n s i d e r e d b e t w e e n I CT t o o l s a n d h u m a n i n t e r a c t i o n s. T h e S i l v e r T o u r i s t Ex p e r t n e e d s t o k e e p i n m i n d t h a t f o r t h i s g r o u p o f c o n s u m e r s, I C T l i t e r a c y m a y b e b e l o w t h e a v e r a g e o f t h e p o p u l a t i o n a n d t o b e a b l e t o u s e t h e s e t e c h n o l o g i e s, a v e r y g o o d, e a s y a n d f r e e a c c e s s t o Hi g h S p e e d I n t e r n e t i s n e e d e d f o r t h e t o u r i s t s. S i l v e r t o u r i s t s c a n n o w a c c e s s s p e c i a l i s e d w e b s i t e s s u c h a s h t t p : / / w w w.s e n i o r a c t u. c o m / i n F r a n c e wi t h a s p e c i a l s e c t i o n d e d i c a t e d t o T o u r i s m. T h e s e web s i t e s s e e k o u t a n d a n a l y s e t h e i n f o r m a t i o n f o r t h e s e n i o r s a n d t h e n g r o u p i t a l l o n t h e s a m e w e b s i t e s o i t i s e a s i l y a c c e s s i b l e. S e n i o r p e o p l e re p r e s e n t s a g r o w i n g m a r k e t f o r s o c i a l m e d i a a n d w i l l b e m o re a n d m o re i n c l i n e d t o u s e t h e m i n t h e c o m i n g y e a rs. T h u s, t h e Si l v e r T o u rist x p e r t c a n b e a r i n m i n d t h e k e y p r i n c i p l e s o f i n t e ra c t i o n o n s o c i a l m e d i a w h e n c o m m u n i c a t i n g o n s o c i a l m e d i a. Bu t h o w c a n w e t h e S i l v e r T o u r i s t E x p e rt c o n c re t e l y i m p l e m e n t t h i s p h i l o s o p h y? W h a t a r e t h e p o s s i b l e t o o l s h e c o u l d i m p l e m e n t? How technology can facilitate the travel and stay of senior people? Good examples A c c o r d i n g t o a T O U R AG E s t u d y, t h e m o s t i m p o r t a n t s o u r c e s o f i n f o r m a t i o n f o r s e n i o r s r e l a t i n g t o t o u r i s m a r e t h e i r o w n e x p e r i e n c e s o r f a m i l y m e m b e r s / f r i e n d s. T h e m e d i a a n d s o c i a l m e d i a d o e s n o t r e a c h t h i s t a r g e t g r o u p s u c c e s s f u l l y y e t. T h e r e f o r e, d i f f e r e n t c o m m u n i c a t i o n c h a n n e l s s h o u l d b e u s e d f o r t h i s a g e g r o u p b y t o u r i s t s e r v i c e p r o v i d e r s. ( ) I t i s i m p o r t a n t t o i n v e s t i n p a p e r b r o c h u r e s f o r e x a m p l e.

51 Several I CT c a n b e u sed n o t o n l y f o r s e n i o r to u r i s t s b u t f o r a l l ty p es o f t o u r i s t s. Nev erthel es s, s ome adaptati ons are s ometi mes needed i n order to mak e them us er - f r i e n d l y f o r o l d e r t o u r i s t s. A l a c k o f a b i l i t y, a wareness, willingness a n d t r u s t i n u s i n g t h e I CT s h o u l d o f t e n b e o v e r c o m e t o e nc o u r a g e m o r e s e n i o r pe o p l e t o u s e t h e s e t o o l s. F o r i n s t a n c e, f r i e n d l y i n t e r f a c e s f o r e q u i p m e n t a n d e - s e r v i c e s, with s i m p l e d e s i g n s a n d i n t uiti v e n a v i g a t i o n s y s t em s a r e h e l p f u l. Before d e s i g n i n g a webs i t e o r a n a p p l ic a t i o n th a t will b e widely us e d b y s e n i o r s, the r e c o m m e n d a t i o n s o f t h e W CAG / W AI o f t h e W o r l d W i d e W e b Consor t i u m ( W 3 C) s h o u l d b e r e s p e c t e d t o e n s u r e a f u l l a c c e s s i b i l i t y o f t h e websi t e a n d t h e a p p l i c a t i o n. Discover h e r e s o m e t i p s t o m a k e y o u r website m o r e a c c e s s i b l e. Click h e r e s e e t h e v i d e o F o r i n s t a n c e, f o r a website, it can include notabl y : T h e ReadSpeaker t o o l, which i s c o n v e r t i n g t h e written c o n t e n t i n t o a u d i o c o n t e n t : which makes it easier for the p e r s o n s who don t see well or w h o a r e t i r e d when reading too m u c h t e x t o n a s c r e e n Videoconference possibi l i t i e s f o r u s e r s o f s i g n s language An e a s y p o s s i b i l i t y t o a d a p t t h e s i z e o f t h e c h a r a c t e r s o f t h e t e x t t o f a c i l i t a t e t h e r e a d i n g o f t h e t e x t Some k e y b o a r d s h o r t c u t s t o e a s e t h e a cc e s s b e t ween t h e d i f f e r e n t webpages f o r t h o s e who h a v e d i f f i c u l t i e s i n us i n g t h e m o u s e a n d who a r e m o r e c o m f o r t a b l e with the screen.

52 O n e g o o d e x a m p l e o f t h e i m p l e m e n t a t i o n o f a l l t h e s e r e c o m m e n da t i o n s i s t h e m u n i c i p a l i t y o f Bilbao, i n Spain, h a s d e v e l o p ed a c i t y web p o r t a l ww w.bilbao.net with i n f o r m a t i o n o n a d m i n i s t r a t i v e p r o c e d u r e s t o b e d o n e a t t h e m u n ic i p a l i t y l e v el, t r a n s p o r t a n d l e i s u r e ac t i v i t i e s, which e a s e t he s t a y o f t o u r is t s. T h e ir website is a l s o f u l l y a v a i l a b l e o n th e m o b i l e p h o n e. Users who h a v e a s u c c e s s f u l e x p e r i e n c e o n t h e i r f i r s t v i s i t t o a website t e n d t o r e t u r n. I n c o n t r a s t, a m e s s y d e s i g n with u n c l e a r n a v i g a t i o n a n d d e s c r i p t i o n s t e n d s t o d e s t r o y e n t h u s i a s m a n d e n h a n c e f r u s t r a ti o n. Senior p e o p l e a r e u s i n g t he I n t e r n e t l e s s t h a n o t h e r p a r t s o f t h e p o p u l a t i o n ; t h u s, t h i s i s p a r t i c u l a r l y i m p o r t a n t t o d e s i g n a n i c e a n d p r a c t i c a l website i n o r d e r t o b e s u r e t h e y c o m e b a c k a g a i n o n t h e website to buy the product or service provide d B u t m o s t o f t h e t o u r i s m o p e ra t o r s a re s m a l l o n e s, w i t h l e s s t h a n 1 0 e m p l o y e e s, w i t h n o t a l o t o f t i m e, n o r k n o w l e d g e t o a n i m a t e t h e s o c i a l m e d i a o r u s e I C T. S o h o w c a n I CT f o r s e n i o r t o u ri s t s b e a c t u a l l y u s e d a n d i m p l e m e n t e d b y SM Es t o o?

53 HOW CAN DIGITAL TOURISM BE IMPLEMENTED AT SME LEVEL? D G G r o wth ( p r e v i o u s l y DG E n t e r p r i s e a n d I n d u s t r y ) h a s we l l u n d e r s t o o d t h e i m p o r t a n c e t o l i n k I C T a n d t o u r i s m a n d t h u s h a s i m p l e m e n t e d i n , a s p e c i f i c p r o g r a m m e c a l l e d I C T a n d T o u r i s m Bus i n e s s Ac t i o n. T h i s i n i t i a t i v e h a s 3 m a i n c o m p o n e n t s : P o l i c y c o m p o n e n t : a h i g h - l e v e l g r o u p ( HLG ) o f r e p r e s e n t a t i v e s f r o m t h e f i e l d s o f t o u r i s m, I CT a n d o t h e r r e l e v a n t s t a k e h o l d e r s will a n a l y s e m a r k e t e v o l u t i o n, i d e n t i f y n e e d s a n d m a k e r e c o m m e n d a t i o n s f o r f u t u r e p o l i c y d e v e l o p m e n t. T e c h n o l o g i c a l c o m p o n e n t T O U R I S M l i n k : t h i s d e m o n s t r a t i o n p r o j e c t ( ) a i m s a t l i n k i n g t o u r i s m p r o f e s s i o n a l s w i t h t h e d i g i t a l m a r k e t, b y f a c i l i t a t i n g I CT a s p e c t s o f c o o p e r a t i o n b e t w e e n c o m p a n i e s l o c a t e d a t d i f f e r e n t s e c t i o n s o f t h e t o u r i s m i n d u s t r y 's v a l u e c h a i n, a n d e n s u r i n g t h a t S M Es can e a s i l y p a r t i c i p a t e i n t h e d i g i t a l v a l u e c h a i n with o u t h a v i n g t o b e a r h e a v y c o s t s. O p e r a t i o n a l c o m p o n e n t T o u r i s m - IT: a p o r t a l t o a s s i s t b u s i n e s s e s ( m a i n l y S M Es) i n e a c h s t e p o f t h e i r b u s i n e s s p r o c e s s e s. I t s a i m i s t o b e c o m e t h e o n e s t o p s h o p, p r o v i d i n g S M Es w i t h r e l e v a n t, p r a c t i c a l i n f o r m a t i o n, i n c l u d i n g u p t o d a t e I CT b u s i n e s s t o o l s, t u t o r i a l s a n d t r a i n i n g t o h e l p a n y t o u r i s m c o m p a n y s e t u p, m a n a g e a n d p r o m o t e t h e i r b u s i n e s s V i d e o t o p r o m o t e t h e T o u r i s m B u s i n e s s P o r t a l 6 : h t t p s : / / w w w. y o u t u b e. c o m / wat c h? v = k 8 m 9 EvQ 2 Bw 4 T h e E u r o p e a n Comm i s s i o n h a s l a u n c h e d a s e r i e s o f w e b i n a r s t o f o c u s o n d i g i t a l t o u r i s m. T h e y a i m t o g u i d e t h e S M E s t o b e t t e r u n d e r s t a n d t h e r e c e n t t r e n d s i n t o u r i s t s u s e o f t e c h n o l o g y a n d t h e y c o v e r e d i s s u e s s u c h a s d i g i t a l m a r k e t i n g s t r a t e g y o r o n l i n e r e p u t a t i o n a n d u s e o f s o c i a l m e d i a o r m - t o u r i s m ( m o b i l e t o u r i s m t h r o u g h s m a r t p h o n e s ). T h e s e w e b i n a r s p r e s e n t s o m e b u s i n e s s e s t i p s f o r b u s i n e s s e s. F o r i n s t a n c e, t h e o n e o n s o c i a l m e d i a, e n c o u r a g e s t o b e v i s u a l, d i r e c t a n d f u n t o c o m m u n i c a t e o n s o c i a l m e d i a T h e T o u r i s m B u s i n e s s P o r t a l i s o f f - l i n e a t t h e t i m e w e a r e w r i t i n g t h i s M O O C, f o r m a i n t e n a n c e r e a s o n s. T h e E u r o p e a n C o m m i s s i o n h a s a s s u r e d u s i t i s d o i n g i t s b e s t f o r t h e w e b s i t e t o b e b a c k o n - l i n e b e f o r e t h e e n d o f

54 53 53 S o m e s u p p o r t p r o g r a m m e s c o u l d b e a l s o a v a i l a b l e a t r e g i o n a l l e v e l t o h e l p t h e d i g i t a l i z a t i o n o f b u s i n e s s e s, i n c l u d i n g i n t h e t o u r i s m s e c t o r. T h i s i s f o r i n s t a n c e t h e c a s e o f t h e T o u r i s m a T I C e x a m p l e i n t h e M a s s i f c e n t r a l i n F r a n c e. Tourisma TIC T o u r i s m a 'T I C i s a p r o g r a m m e t a r g e t e d t o b u s i n e s s m e n o f t h e r u r a l t o u r i s m s e c t o r. I t a i m s a t h e l p i n g t h e m t o t a k e g r e a t e r a d v a n t a g e o f I CT i n t h e i r a c t i v i t i e s. T h i s p r o g r a m m e i s d e c l i n e d i n 3 m a i n a x e s : i m p r o v i n g t h e m a n a g e m e n t o f t h e i r b u s i n e s s ; i n c r e a s e t h e f r e q u e n t a t i o n o f t h e i r s t r u c t u r e b y d e v e l o p i n g t h e i r c o m m u n i c a t i o n t o o l s : i n t e r n e t, e m a i l i n g, s o c i a l n e t w o r k s ; o f f e r n e w s e r v i c e s t o c l i e n t s ( W I F I,... ). C y b e r m a s s i f, t h r o u g h i t s 1 4 I CT r e s o u r c e c e n t e r s i m p l a n t e d i n M a s s i f C e n t r a l t e r r i t o r y i n F r a n c e ( w h i c h i s m a i n l y r u r a l ), h a s n o t i c e d t h a t, i n r e c e n t y e a r s, t h e t o u r i s m s e c t o r i n t h i s a r e a was m a i n l y c o m p o s e d o f s m a l l p r o f e s s i o n a l s t r u c t u r e s ( l e s s t h a n 1 0 p e o p l e ), o f t e n f a m i l y - o w n e d a n d r a r e l y u p t o d a t e a s r e g a r d s t h e u s e o f I CT. B a r r i e r s t o t h e m a s s i f u s e o f d i g i t a l t o o l s a r e r e l a t e d t o a n u n d e r - e v a l u a t i o n o f w h a t i s a t s t a k e a n d t o a l i m i t e d k n o wled g e o f e x i s t i n g s o l u t i o n s c o u p l e d w i t h a l o w l e v e l o f g e n e r a l c u l t u r e r e g a r d i n g I CT. T h i s i s w h y Cy b e r m a s s i f h a s d e v e l o p e d a p r o g r a m m e t o e n e r g i z e t h i s s e c t o r wh i c h h a s a s t r o n g w e i g h t i n t h e l o c a l e c o n o m y o f t h e s e t e r r i t o r i e s. T h e p r o g r a m m e h a s t wo c o m p o n e n t s : c o m p o n e n t 1 : i n f o r m a t i o n a n d a w a r e n e s s r a i s i n g c o m p o n e n t 2 : a c c o m p a n y i n g i m p l e m e n t a t i o n.

55 T h e f i r s t c o m p o n e n t, d e d i c a t e d t o a w a r e n e s s r a i s i n g f o r b u s i n e s s m e n, c a p i t a l i z e s o n n u m e r o u s t o o l s a n d e v e n t c o o r d i n a t i o n c o n t e n t s t h a t a r e a v a i l a b l e o n a p r e s e n t a t i o n p l a t f o r m a c c e s s i b l e o n - lin e. T h i s r e s o u r c e s p a c e o n E - t o u r i s m p r o v i d e s t h e a c t o r s f r o m t h e s e c t o r t o a c c e s s a d o c u m e n t s a n d t e c h n i c a l k n o wl e d g e, s u c h a s f o r e x a m p l e t h e m a t i c g u i d e s. T h e y c a n a l s o t r y s o f t wa r e s a n d p a r t i c i p a t e i n a wa r e n e s s r a i s i n g s e s s i o n s v i a a w e b c o n f e r e n c e p o r t a l, whic h i s p a r t i c u l a r l y i n t e r e s t i n g f o r g e o g r a p h i c a l l y r e m o t e s t r u c t u r e s. T h e s e c o n d c o m p o n e n t c o n s i s t s i n a c c o m p a n y i n g i n d i v i d u a l l y b u s i n e s s a c t o r s f r o m t h e t o u r i s m s e c t o r b y o f f e r i n g t h e m I C T d i a g n o s i s. T h e s e e n a b l e : - t o m e a s u r e t h e c u r r e n t l e v e l o f a p p r o p r i a t i o n o f I C T b y t h e t o u r i s m b u s i n e s s h o l d e r ; - t o m e a s u r e a n d t h e n a p p r o v e t h e t e c h n i c a l, m a r k e t i n g a n d f i n a n c i a l f e a s i b i l i t y o f t h e d i g i t a l o r w e b p r o j e c t o f t h e b u s i n e s s h o l d e r

56 HOW TO UNDERSTAND WHO THE SILVER TOURISTS ARE: SPENDING POWER AND NEW TECHNOLOGIES. T h e l a s t t w o p a r t s o f t h e u n i t h a s b e e n f o c u s e d o n t h e s p e n d i n g c a p a c i t y a n d t h e p o t e n t i a l o f n e w t e c h n o l o g y i n s i l v e r t o u r i s m. T h e s e t wo t o p i c s a r e v e r y i m p o r t a n t f o r y o u d u e t o y o u r i n n o v a t i v e p r o d u c t s o r s e r v i c e s s h o u l d b e a d a p t e d t o t h i s k i n d o f t a r g e t b u t s h o u l d b e e c o n o m i c a l l y f e a s i b l e a s well. B e s i d e s, i t m u s t b e t a k e n i n t o a c c o u n t t h e n e w t e c h n o l o g i e s i n o r d e r t o c o n n e c t w i t h s e n i o r p e o p l e. I f y o u c r e a t e i n c r e d i b l e e x p e r i e n c e s f o r t h e m, b u t t h e y d o n o t k n o w a n y t h i n g a b o u t y o u..., o r t h e c o m m u n i c a t i o n o r p a y m e n t c h a n n e l s a r e n o t f r i e n d l y f o r t h e m... i t i s p o s s i b l e t h a t y o u h a v e n o t s u c c e s s f u l. 555 T h i s i s t h e l a s t c h a n c e t o r e v i s e y o u r q u e s t i o n n a i r e... P l e a s e, c h e c k i t a g a i n a n d b e s u r e t h a t t h e s e t w o t o p i c s a r e i n c l u d e d i n t h e f i n a l q u e s t i o n n a i r e... O n e o f t h e m o s t c o m m o n m i s t a k e s i s b e f o c u s o n t h e i d e a o r p r o d u c t s a n d s e t a s i d e d e p r o b l e m o r t h e n e e d... D e s i g n T h i n k i n g m e t h o d o l o g y i s f o c u s o n t h i s p a r t..., i f y o u d o n o t k n o w t h e R EA L p r o b l e m t o b e s o l v e d o r t h e REA L n e e d s o f y o u r Cus t o m e r s, i t i s i m p o s s i b l e t o g i v e t h e m w h a t t h e y a r e l o o k i n g f o r L e t s g o.

57 Conclusions I C T a r e a p o we r f u l t o o l t o e n g a g e a l l t o u r i s t s i n l i v i n g a n e x p e r i e n c e, t h a t will m a k e t h e i r s t a y a u n i q u e e x p e r i e n c e. T h i s i s a l s o t r u e f o r s e n i o r t o u r i s t s. N e v e r t h e l e s s, t h e s p e c i f i c c h a r a c t e r i s t i c s o f s e n i o r p e o p l e ( m o r e w i l l i n g t o m a i n t a i n i n t e r a c t i o n s wi t h p e o p l e a n d n o t c o m p u t e r s, l a c k o f a b i l i t y a n d s k i l l s t o u s e I CT ) o b l i g e t h e t o u r i s m o p e r a t o r s t o a d a p t t h e i r t o o l s t o m a k e t h e m m o r e u s e r - f r i e n d l y a n d u s e d b y s e n i o r t o u r i s t s. Reflective questions W h a t k i n d o f p r o j e c t s c a n y o u t h i n k o f l i n k i n g I C T a n d s i l v e r t o u r i s m? Ho w i s i t p o s s i b l e t o i n t e g r a t e i n a m a r k e t i n g s t r a t e g y u s e r - f r i e n d l y I CT f o r s i l v e r t o u r i s t s, e n v i r o n m e n t a l s u s t a i n a b i l i t y ( s o f t m o b i l i t y, l i m i t i n g p a p e r u s e, e t c. ) a n d t a k i n g i n t o a c c o u n t t h e h i g h e r n e e d f o r s i l v e r t o u r i s t s o f d i r e c t h u m a n a s s i s t a n c e? Further information and references for learning, teaching and assessment activities E u r o p e a n Com m i s s i o n, L i v e s e m i n a r s o n d i g i t a l t o u r i s m, : h t t p s : / / e c. e u r o p a. e u / g r o w t h / s e c t o r s / t o u r i s m / c o n f e r e n c e s - e v e n t s / d i g i t a l - t o u r i s m _ e n, e s p e c i a l l y o n s u c c e e d i n g i n s o c i a l a n d on t h i n k i n g m o b i l e I N T ER R EG I V C p r o j e c t D A NT E, G u i d e o f G o o d Pr a c t i c e s o n I CT a n d t o u r i s m, E U c o n s u l t a t i o n r e s u l t s o n Ho w c a n w e g r o w E u r o p e s Silv e r Ec o n o m y? > T o u r i s m f o r o l d e r p e o p l e

58 Unit 2. Designing Silver Tourism products and services 57 57

59 2.1 Silver Tourism Design Thinking IMMERSION PHASE T h e i m m e r s i o n p h a s e ha s b e e n t r e a t e d i n t h e f irst u n i t o f t h i s c o u r s e. It h a s t r i e d t o u n d e r s t a n d t h e d i f f e r e n t i n t e r e s t s o f t h e p u b l i c o f s e n i o r t o u r i s t s, s t u dy i n g a s p e c ts s u c h a s t h e m o b i l i t y o f s e n i o r t o u r i s t s a n d t h e i r c o m p a n i o n s, h e a l t h - c a r e a n d a c c e s s i b i li t y, a n d e v e n t h e i r s p e n d i n g c a p a ci t y. O n t h e o t h e r h a n d, a spe c t s r e l a t e d t o I CT have been analyzed as a key factor for the future of the sector I m m e r s i o n c a n b e d e f ined a s t h e s t e p i n whic h t h e d e s i g n e r ( o r p r oj e c t t e a m ) is b r o u g h t c l o s e r t o t h e c o n t e x t o f t h e p r o b l e m. I m m e r s i o n c o m p r i s e s t h e s t a g e s o f e m p a t h y a n d d e f i n i t i o n. I n t h e i m m e r s ion p h a s e, we h a v e t r i e d t o u n d e rs t a n d t h e n e e d s o f t h e s i l v e r t o u r i st t h r o u g h t h e u s e o f t o o l s s u c h a s t h e p r o f i l e c a r d. T h i s p r o f i l e will b e t h e c e n t e r f o r t h e d e s i g n o f i n n o v a t i v e p r o d u c t s a n d s e r v i ces, b e i n g c o n s i d e r e d t h e b a s i s o n which to develop the ideation phase. As a r e m i n d e r, t h e s e we r e t h e f o u r m o s t r e l e vant De s i g n T h i n k i n g t o ol s u s e d i n t he u n i t 1 which a r e f u n d a m e n t a l f o r a p r o p e r i m m e r s i o n p r o c e s s : I n t e r vi e ws, Profile Card, Empathy M a p a nd Extreme Users. I n a dd i t i o n, o t h e r u s e f u l t o ol, s u c h a s t h e Stakeholders Map, will be addressed later, in unit 4.

60 IDEATION PHASE T h e i d e a t i o n p h a s e s e e k s t o g e n e r a t e i n n o v a t i v e i d e a s t h a t s e r v e t o d e v e l o p a n e w p r o d u c t o r s e r v i c e, b a s ed o n t h e e x p e r i e n c e g a i n e d i n t h e i m m e r s i o n p ha s e. T h e d e s i g n p r o c e s s f ol lows a d e v e l o p m e n t o f di v e r g e n t - c o n v e r g e n t t h ink i n g, where i n t h e f i r s t p l a c e t h e r e i s a g e n e r a t i o n o f i d e a s a n d p r o p o s a l s t h a t will l a t e r m a t e r i a l i z e e x i s t ing p os s i b i l i t i e s, d e fi n i n g a n d p r o f i l i n g a c c o r d i n g t o t h e n e e d s o f t h e f i n a l c u s t o m e r s, re s u l t i n g i n a p r o d u c t / s e r v i c e with t h e h i g h e s t v a l u e p r o p o s i t i o n f o r t h e c l i e n t T h i s s t e p i s where t he d e s i g n p r o c e s s b e g ins, u s i n g c r e a t i v i ty t o a n a l y z e t h e k n o wledge o b t a i n e d i n t h e i m m e r s i o n p h a s e a n d g e n e r a t i n g s o l u t i o n s a d a p t e d t o t h a t c o n t e x t. T h i s s t a g e d e f i n e s t h e c o n c e p t s a n d r e s o u r c e s n e e d e d t o l a u n c h a p r o t o t y p e t h a t will offer i n n o v a t i v e s o l u t i o n s. All i d e a s a r e v a l i d h e r e a n d will c o m b i n e b o t h u n c o n s c i o u s a n d c o n s c ious t h i n k i n g; r a t i o n a l t h o u g h t s a n d im a g i n a t i o n. I t i s a t t hi s s t a g e when b r a i ns t or m s will b e d e v e l o p e d a n d n e w i d e a s will e m e r g e f r o m t h e p r e v i o u s o n e s. T h e g o a l o f t h i s s t a g e i s t o a c h i e v e a g r e a t n u m b e r o f i d e a s t h a t g i v e m a n y a l t e r n a t i v e s a s p o s s i b l e s o l u t i o n s i n s t e a d o f f i n di n g a s i n g l e b e s t s o l u t i on. M a n y p o s s i b le t o o l s can b e u s e d, f r o m sk e t c h e s t o m i n d m a p s o r s t o r y b o a r d s, a l t h o u g h u s i n g t h e m a l l will n o t g u a r a n t e e s u c c e s s a n d c a n e v e n b e c o u n t e r p r o d u c t i v e. L a te r i n t h e s e c t i o n s o f d i v e r g e n t t h i n k i n g ( ) a n d c o n v e r g e n t t h i n k i n g ( ) will b e e x p o s e d s o m e t o o l s c o n s i d e r e d o f i n t e r e s t t o t h e d e s i g n e r o f Silver Tourism services. At t h e s a m e t i m e, i t i s a l s o n e c e s s a r y t o c l e a r l y d i s t i n g u i s h b e t ween t h e g e n e r a t i o n o f i d e a s a n d t h e i r s u b sequent e v a l u a t i o n. T h e g e n e r a t i o n o f m u l t i p l e i d e a s a l l o ws a d d r e s s i n g d i f f e r e n t g o a l s : T h i n k o f o b v i o us s o l u t ions, t h u s i n c r e as i n g t he p o t e n t i a l f o r i n n o v a tion o n t h e c u r r e n t b a s i s o f p o s s i b i l i t i e s. M a k e b e t t e r u s e o f t h e d i f f e r e n t v i s i o n s o f e a c h work - t e a m a l s o b y u s i n g c o l l a b o r a t i v e work. Discover u n e x p e c t e d a r e a s o f e x p l o r a t i o n b y c r e a t i n g a g r e a t e r r a n g e o f i d e a s a n d g r e a t e r o p t i o n s f o r i n n o v a t i o n.

61 Creativity vs Innovation Creativity c a n b e d e s c r i b e d a s " a p r o c e s s o f b e c o m i n g s e n s i t i v e to p r o b l e m s, d e f i c i e n c i e s, g a ps i n k n o wledge, m i s s i n g e lements, d i s h a r m o n i es, a n d s o o n; i d e n t i f y i n g t h e d i f f i c u l ty ; s e a r c h i n g f o r s o l u t i o n s, m a k i n g g u e s s e s, o r f o r m u l a t i n g h y p o t h e s e s a b o u t t h e d e f i c i e n c i e s : t e s t i n g a n d r e t e s t i n g t h e s e h y p o t h e s e s a n d p o s s i b l y m o d i fy i n g a n d r e t e s t i n g t h e m ; a n d f i n a l l y c o m m u n ic a t i n g t h e r e s u l t s " 6. Creativity i s a d r i v e r f o r i n n o v a t i o n a n d a k e y f a c t o r f o r t h e d e v e l o p m e n t o f p e r s o n a l, o c c u p a t i o na l, e n t r e p r e n e u r i a l a n d s o c i a l c om p e t e n c e s a n d t he well-being of all individu a l s i n s o c i e t y Creativity and Innovation European Year 2009 T h e m a i n d i f f e r e n c e b e t ween c r e a t i v i t y a n d i n n o v a t i o n i s t h e a p p r o a c h. W h i l e c r e a t i v i t y s e e k s t h e r e l e a s e o f t h e m i n d s p o t e n t i a l t o c r e a t e n e w i d e a s, u n d e r a p u r e l y s u b j e c t i v e a p pr o a c h, i n n o v a t i o n i s c l e a r l y m e a s u r a b l e a nd s e e k s to i n t r o d u c e c h a n g e s i n r e l a t i v e l y s t a b l e s y s t e ms. I n t h i s c o n t e x t, a Si l v e r T o u r i s m d e s i g n e r will o n l y a c h i e v e g e n u i n e i n n o v a t i o n i f i t i s a b l e t o i m p l e m e n t t h e s e r v i c e s c r e a t e d. Lateral Thinking T h i s t e r m was p r o m u l g a t e d i n b y Ed ward d e Bono i n h i s b o o k Ne w T h i n k : T h e Use o f L a t e r a l T h i n k i n g a s a t e c h n i q u e t o s o l ve p r o b l e m s t h r o u g h a n i n d i r e c t a n d c r e a t i v e a p p r o a c h, u s i ng r e a s o n i n g t h a t i s n o t i m m e d i a t e l y o b v i o u s an d i n v o l v i n g i d e a s t h a t m a y n o t b e o b t a i n a b l e b y u s i n g o n l y t r a d i t i o n a l " v e r t i c a l " l o gi c. W h i l e c r i t i c a l t h i n k i n g i s p r i m a r i l y c o nc e r n e d with j u d g i n g t h e t r u e v a l u e of s t a t e m e n t s a n d s e e k i n g e r r o r s, t h e l a t e r a l t h i n k i n g i s m o r e c o n c e r n e d with t h e m o v e m e n t v a l u e o f s t a te m e n t s a n d i d e a s. Some m e t h o d s t o u s e a r e : Use random words linked in some way to the problem to be solved Delete any characteristic of the problem Establish analogies with o t h e r s i t u a t i o n s T u r n t h e p r o b l e m i n s i d e o u t o r a n a l y z e i t s o p p os i t e Split the problem in different components 6 T o r r a n c e, P a u l. " V e r b a l T e s t s. F o r m s A a n d B - F i g u r a l T e s t s. F o r m a A a n d B ". T h e T o r r a n c e T e s t s o f C r e a t i v e T h i n k i n g - N o r m s - T e c h n i c a l M a n u a l R e s e a r c h E d i t i o n. P r i n c e t o n, N e w J e r s e y : P e r s o n n n e l P r e s s. p. 6.

62 F i g u r e 1 1 : V e r t i c a l T h i n k i n g v s L a t e r a l T h i n k i n g S o u r c e : W i k i m e d i a C o m m o n s ( F i l e : V e r t i c a l _ t h i n k i n g _ p i c. p n g ) Visual Thinking Visual T h i n k i n g c a n b e d e f i n e d a s t h e u t i l i z a t i o n o f v i s u a l t o ol s, s u c h as p h o t o g r a p h s, d i a g r a m s a n d s t i c k y n o t e s, a i m i ng t o c r e a t e m e a n i n g a n d e s t a b l i s h a d e b a t e a b o u t i t. Services a r e c o m p l e x b usi n e s s m o d e l s, i n t e g r a te a s y s t e m c o m p o s e d b y s o m e m o du l e s a n d t h e i r i n t e r a c t i o n s, which makes it difficult to wholly u n d e r s t a n d i f n o t v i s u a l iz e d p r o p e r l y. T h i s r e p r e s e n t a t i o n c r e a t e s a t a n g i b l e m o d e l, o p e n t o c l e a r e r d e b a t e a n d p o s s i b l e c h a n g e s. Visual T e c h n i q u e s e n l i g h t e n a b u s i n e s s m o d e l a n d e a s e c o l l a b o r a t i v e c r e a t i o n. T h e g r a p h i c a l r e p r e s e n t a t i o n t r a n s f o r m s m o d e l s i n t o a p e r ma n e n t o b j e c t a n d a c o n c e p t u a l a n c h or t h a t s e r v e s a s a r e f e r e n c e p o i n t f o r t h e d i s c us s i o n s. I t is d e f i n i t e l y a n e s s e n ti a l a s p e c t, a s i t e m b o di e s a b s t r a c t c o n c e p t s a n d s i g n i f i c a n t ly i m p r o v e s t h e d e b a t e q ua l i t y. Visual T h i n k i n g f o s t e r s s t r a t e g i c a n a l y s i s, s ince i t t r a n s f o r m s t h e a b s t r a c t i n t o c o n c r e t e, c l a r i f i e s t h e r e l a t i o n s a m o n g t h e d ifferent e l e m e n t s a n d si m p l i f i e s t h e c o m p l e x.

63 F i g u r e 1 2 : E x a m p l e o f V i s u a l T h i n k i n g S o u r c e : F l i c k r - S a c h a C h u a ; P a t r i c i a K a m b i t s c h ( p h o t o s / s a c h a c / ) Radical Innovation vs Incremental Innovation I t h a p p e n s i n c r e m e n t a l i n n o v a t i o n when v a l u e i s c r e a t e d f r o m a n a l re a d y e x i s t i ng p r o d u c t, which i s e n h anc e d i n t h e p r oc e s s. I n no v a t i o n b e g i n s d e f i n i n g t h e s t a r t i n g s i t u a t i o n, f r o m where it will seek certain objectiv e s t h r o u g h c r e a t i v e p r o c e s s e s. I n c r e m e n t a l i n n o v a t i o n i s c l o s e l y r e l a t e d with i n n o v a t i o n a n d t e c h n o l o g y. As t h e a v a i l a b l e t e c h n o l o g y ad v a n c e s, t h e o r g a n i s a t ions a r e f o r c e d t o i n n o v a t e t o a v o id b e c o m i n g o b s o l e t e c o mp a r e d t o t h e r e s t o f t h e p l a y e r s. I n a g i v e n s e r vi c e s bu s i n e s s, i n c r e me n t a l innovation will a l l o w to c o n t i n u a l ly i m p r o v e t h e q u a l i t y o f t h e s e r v i c e, a c h i e v e a p r o p e r r e t u r n o f i n v e s t m e n t f o r t h e c o m p a n y ( a l t h o u g h n o t a s h i g h as i n t h e d i s ru p t i v e i n n o v a t i o n c a s e ), a s well as m a k e r e l i a b l e s a n d p re d i c t a b l e s f o r e c a s t s o f t h o s e i n v e s t m e n t s i n i n n o v a t i o n s. F u r t h e r m o r e, t h e m a i n a d v a n t a g e o f t h i s t y p e o f i n n o v a t i o n l i e s i n t he c o n t i n u o us p e r f o r m a n c e e n h a n c e me n t o f t h e s e r v i c e i n e c o n o m i c, p r o c e s s es an d c u s t o m e r s a t i s f a c t i o n t e r m s. An e x a m p l e o f i n c r e m e n t a l i n n o v a t i o n would b e t h e m o d i f i c a t i o n o f a r e s t a u r a n t m e n u t o i n c l u d e l o w - s a l t f o o d, o r e v e n s a f e f o r d i a b e t i c s, s i n c e i t j u st r e q u i r e s t o m o d i f y p a r t o f t h e p r e v i o u s l y a v a i l a b l e d is h e s. As o p p o s e d t o i n c r e m e n t a l i n n o v a t i o n, t h e r e i s t h e r a d i c a l o r d i s r u p t i v e i n n o v a t i o n. It happens when a completely new product is launche d, a b l e t o c r e a t e a n e w market c a t e g o r y. T h u s, t h i s k i nd o f i n n o v a t i o n i n v o l v es a h i g h r i s k, a l t h o u g h i t g e n e r a t e s i m p o r t a n t m a r k e t o p p o r t u n i t i e s, b e i n g a b l e t o m o d i f y i n a s h o r t p e r i od o f t i m e t h e

64 p r a c t i c e s a n d p r o c e s s e s of a certain sector. Creativity i s k e y i n r a d i c a l i n n o v a t i o n. I n e xc h a n g e f o r a h i g h e r r i s k ( r a d i c a l i n n o v a t i o n e x p e n d i t u r e s a r e s i g n i f i c a n tl y h i g h er t h a n i n i n c r e m e n t al i nn o v a t i o n ), it a i m s t o c r e a t e n e w markets, without positioned competitors. An e x a m p l e o f d i s r u p t i on i n t h e t o u r i s m s e c t o r i s t h e i n t r o d u c t i o n o f Ma r k e t i n g 2. 0 t h r o u g h t h e u s e o f s o c i a l m e d i a ( F a c e b o o k ) o r e v e n s p e c i f i c c o mp a n i e s o f t h e s e c t o r ( T r i p Advisor). Here, t h e u s e r g e n e r a t e s a f e e d b a c k t h a t b e n e f i ts t h e p r o v i d e r c o m p a n y, t u r n i n g t h e u s e r i n t o a p r e s c r i b e r a l s o. I n t h i s c a s e, s o c i a l m e d i a c r e a t e d a g r e a t c h a n g e i n t h e t ou r i s m s e c t o r, i n a way th a t n o w t h e t o u r i s t ma na g e s i t s o wn s e r v i c e c o n t r a c t s

65 DIVERGENT THINKING Divergent t h i n k i n g i s a t h o u g h t p r o c e s s u s e d t o g e n e r a t e c r e a t i v e i d e a s b y e x p l o r i n g m a n y p o ss i b l e s o l u t i o n s. I t h a p p e n s s p o n t a n e o u s l y, i n a m a n n e r i n which m a n y i d e a s a r e g e n e r a t e d i n a s h o r t p e r i o d o f t i m e, u n c o v e r i n g u n e x p e c t e d c o n n e c ti o ns i n o u r m i n d. I n a s im i l a r way, Edward De Bono t a l k e d a b o u t l a t e r a l t h i n k i n g f o c u s e d o n t h e d e s t r u c t i o n o f schemes. T h u s, di v e r g e n t t h i n k i n g i s n o t r e s t r i c t e d t o a s i n g l e p l a n e, i n c l u d i n g m u l t i p l e a n d s i m u l t a n e o u s p lane s t h a t e n a b l e s a p p r oa c h i n g a c h a l l e n g e o r p r o b l e m f r o m d i f f e r e n t p o i n t s o f v i e w T h e d i f f e r e n c e b e t ween d i v e r g e n t t h i n k in g a n d c o n v e r g e n t t h i n k i n g i s th e k e y t o u n d e r s t a n d h o w t o u s e t h e c r e a t i v i t y t e c h n i q u e s, with t h e a i m o f d e a l i n g with a n d s o l v i n g p r o b l e m s. F i g u r e 1 3 : D i v e r g e n t T h i n k i n g S o u r c e : W i k i m e d i a C o m m o n s ( F i l e : F i n a l _ d i v e r g e n t _ t h i n k i n g. j p g ) T h e m a i n t o o l s u s e d t o g e n e r a t e d i v e r g e n t t h i n k i n g t h a t s h o u l d b e u s e d b y s e r v i c e s d e s i g n e r s a r e b r a i n s t o r m i n g a n d s c a m p e r, which will b e e x p l a i n e d a t t he e n d o f t h i s c h a p t e r. T h e r e i s a l s o a wide a r r a y o f t o o l s a n d m e t h o d s t h a t t h e c r e a t i v e s h o u l d a l r e a d y k n o w t o g e n e r a t e i d e a s. T h e r e a r e s o m e o f t h e m which ar e e s p e c i a l ly u s e f u l f o r a Silver T o u r i s m Designer: M i n d Ma p s, M e t h o d a n d Six T h i n k i n g Hats. Mind Maps M i n d M a p s i s a g r a p h i c t e c h n i q u e p o p u l a r i z e d b y T o n y Buzan, p s y c h o l o g i s t s a n d i n v e s t i g a t o r o f t h e i n te l l i g e n c e f i e l d. I t c o ns i s t s i n a di a g r a m t ha t r e p r e s e n t s d i f f e r e n t e l e m e n t s, u s e d a s k e y p o i n t s, which p r o v i d e s p e c i f i c i n f o r m a t i o n a b o u t a c e r t a i n t o p i c. T h i s d i a g r a m i s c e n t e r e d i n a m a i n i d e a, f r o m which o t h e r s e c o n d a r y i d e a s s p r e a d o u t.

66 F i g u r e 1 4 : E x a m p l e o f M i n d M a p S o u r c e : W i k i m e d i a C o m m o n s ( F i l e : T e n n i s - m i n d m a p. p n g ) Buzan suggests the following guidelines for cr e a t i n g m i n d m a p s : 1. Start in the center with an image of the topic, using at least 3 color s. 2. Use images, symbols, c o d e s, a n d d i m e n s i o ns t h r o u g h o u t y o u r m i n d m a p. 3. Select key words and print using upper or lower case letters. 4. Each word/imag e i s b e s t a l o n e a n d s i t t i n g on i t s o wn line. 5. T h e l i n e s s h o u l d b e c o n n e c t e d, s t a r t i n g f r o m t h e c e n t r a l i m a g e. T h e l i n es b e c o m e t h i n n e r a s t h e y r a d i a t e o u t f r o m t h e c e n t e r. 6. M a k e t h e l i n e s t h e same length as the word/image they support. 7. Use m u l t i p l e c o l o rs t h r o u g h o u t t h e m i n d m a p, f o r v i s u a l s t i m u lat i o n a n d a l s o f o r e n c o d i n g o r g r o u p i n g. 8. Develop your own p e r s o n a l s t y l e o f m i n d ma p p i n g. 9. Use emphasis and show associations in your m i n d m a p Keep t h e m i n d m a p c l e a r b y u s i n g r a d i a l h i e r a r c h y o r o u t l i n e s t o e m b r a c e y o u r b r a n c h e s. Before c r e a t i n g a m i n d m a p, i t i s n e c e ss a r y t o d e c i d e which will b e t h e c e n t r a l i d e a to be analysed. The goals or objectives need to be clear enough.

67 F o r e x a m p l e, t h e r e i s a t o u r i s t i c s e r v i c e s c om p a n y t h a t o f f e r s p a no r a m i c v i s i o n t h r o u g h b a l l o o n r i d e s. T h e c l i e n t s a r e u s u a l l y i n t h e 3 0 t o 4 5 y e a r s - o l d r a n g e, a l t h o u g h i n t h a t z o n e t he r e a r e a l s o m a n y vi s i t or s b e t ween 5 5 a n d 6 5 years - o l d t h a t d o n t e v e n a s k a b o u t t h i s s e r v i c e. T h e c o m p a ny d e c i d e s t o r e d e si g n i ts s e r v i c e to a p p r o a c h t h i s p u b l i c, us i n g a m i n d m a p a s a starting p o i n t t o f u l l y u n d e r s t a n d t h e p r o b l e m. T h e c e n t r a l idea s h o u l d b e s om e t hi n g s i m i l a r t o : o f f e r i ng a b a l l o o n e x p e r i e n c e f o r s e n i o r p u b l i c. T h e n e x t s t e p i s t o d r aw s o m e b r a n c h e s s p r e ad i n g o u t f r o m t h e c e n t ra l i d e a. Each o f t h e s e b r a n c h e s will h a v e a k e y word written o n i t, t h e m a i n t h o u gh t s o r b a s ic i d e a s f o r t h e o r d i n a ti o n, t h a t will b e a s s o c i a t e d with t h e m a p t o p i c. Some e x a m p l es a r e : p l a c e, i n - s i t u e x p e r i e n c e, s u b s e q u e n t e x p e r i e n c e, s e c u r i t y, c o m m u n i c a t i o n,... F r o m e a c h o f t h e s e s e condary i d e a s, t h o u g h t s will b e p r o p o s e d, s p r e ad i n g o u t f r o m e a c h o f t h e b r a n c h e s a n d s o o n. 666 W i t h t h i s m e t h o d, t h e m i n d f o c u s o n a s i n g l e word, o p e n i n g t o a l l t h e p o s s i b i l i t i es t h a t i t s u g g e s t s, a n d av o i d i n g t h e di s p e r s a l of t h o u g h t s i n t o di f f e r e n t k e y words. F u r t h e r m o r e, e v e n i f t h e i d e a s p r e s e n t a h i e r a r c h i c a l s t r u c t u r e s, t h e r a d i a l s p r e a d i n g s u p p r e s s t h e p r i o r i t i z a t i o n o n c o n c e p t s ( p r e s e n t i n o t h e r m e t h o d s o f o r g a n i s a t i o n ). Scamper SCAMPE R i s a n a c r o n y m f o r s e v e n t h i n k i n g t e c h n i q u e s t h a t h e l p t h o s e who u s e t h e m c o m e u p u n t y p i cal s o l u t i o n s t o p r o b l e m s. Using a n y o r a l l o f t h e s e v e n t h i n k i n g a p p r o a c h e s l i sted b e l o w will h e l p t h o s e who u s e t h e m p r o d u c e s u r p r i s i n g a n d s o m e t i m e s v e r y u s ef u l r e s u l t s : Substitute. Remove s o m e p a r t o f t h e a cc e p t ed s i t u a t i o n, t h i n g, o r concept a n d r e p l a c e i t with something else. Combine. J o i n, a f f i l i a t e, o r f o r c e t o g e t h e r t w o o r m o r e e l e m e n t s o f y o u r s u b j e c t m a t t e r a n d c o ns i d e r ways t h a t s u c h a c o m b i n a t i o n m i g h t m ov e y o u t o ward a solution. Adapt. Change some part of your proble m so that it works where it didn' t before. M o d i f y. Consider m a n y o f t h e a t t r i b u t e o f t h e t h i n g y o u 're working o n a n d c h a n g e t h e m, a r b i t r a r i l y, i f n e c e s s a r y. Purpose ( Pu t t o o t h e r u s e ). M o d i f y t h e i n t e n t ion o f t h e s u b j e c t. T h i n k a b o u t why i t e x i s t s, what i t i s u s e d f o r, what i t 's s u p p o s e d t o d o. Challenge a l l o f t h e s e a s s u m p t i o n s a n d s u g g e s t n e w and unusual purposes. Eliminate. Arbitrarily r e m o v e a n y o r al l e l e m en t s o f y o u r s u b j ec t, s im p l i f y, r e d u c e t o c o r e f u n c t i o n a l i t y Reverse. Change t h e d i r e c t i o n o r o r i e n t a t i o n. T u r n i t u p s i d e - d o wn, i n s i d e - o u t, o r m a k e i t g o b a c k wards, a g a i n s t t h e d i r e c t i o n i t was i n t e n d e d t o g o o r b e u s e d.

68 Six Thinking Hats I t i s a t e c h n i qu e c r e a t ed b y Edward De Bono, u s e d a l l a r o u n d t h e Wo r l d t o e a s e p r o b l e m s o l v i n g a n d a n a l y s i s f r o m d i f f e r e nt p o i n t s o f v i e w. I t r e p r e s e n t s a f r a m e work for thinking that may include the later a l t h i n k i n g. T h e s i x h a t s r e p r e s e n t s i x d i f f e r e n t ways o f t h i n k i n g, u s e d p r o a c t i v e l y a n d n o t r e a c t i v e l y. Consequently, t h e y a r e u s e d a s g u i d e l i n e s t o t h i n k a b o u t t h e p r o b l e m and not as mode to destroy the ideas generated by other ways of thinking. Each of the six different ways of thinking has a certain color assigned to i t : M a n a g i n g ( Blue) F o c u s o n t h e s u b j e c t, p r o c e s s a n d o b j e c t i v e s. Can l o o k at the big picture. I n f o rmation ( W h i t e ) Consider p u r e l y what i n f o r m a t i o n i s a v a i l a bl e a n d what are the facts Emotions ( Red) i n t u i t i v e o r i n s t i n c t i v e g u t r e a c t i o n s o r s t a t e m e n t s o f e m o t i o n a l f e e l i n g, without any justification Discernment (Bl a c k ) L o g i c a p p l i e d t o i d e n t i f y i n g r e a s o n s t o b e c a u t i o u s a n d c o n s e r v a t i v e. Practic a l a n d r e a l i s t i c. O p t i m i s t i c Response ( Yellow) L o g i c a p p l i e d t o i d e n t i f y i n g b e n e f i t s, s e e k i n g h a r m o n y. Sees t h e b r i g h t e r, s u n n y s i d e o f s i t u a t i o n s. Creativity ( G r e e n ) S t a t e m e n t s o f p r o v o c a t i o n a n d i n v e s t i g a t i o n, s e e i n g where a thought goes. T h i n k s c r e a t i v e l y, o u t si de t h e b o x. Regarding h o w t o p u t th i s m e t h o d in p r a c t i c e, i t c a n b e u s e d b o t h i n di v i d u a l l y a nd i n g r o u p. I n t h e l a t t e r, a l l t h e i n d i v i d u a l s m u s t h a v e t h e s a m e c o l o r a t t h e s a m e t i m e. O t h e r a c t i v i t i e s which pr o m o t e d i v e r g e n t t h i n k i n g i n c l u d e b u b b l e m a p pi n g, k e e p i n g a j o u r n a l, r o l e - p l a y i n g g a m e s, c r e a t i n g a r t work, free writing, After t h e p r o c e s s o f d i v e r g e n t t h i n k i n g h a s b e e n c o m p l e t e d, i d e a s a n d i n f o r m a t i o n a r e o r g a n i z e d a n d s t r u c t u r e d u s i n g c o n v e r g e n t t h i n k i n g. Braimstorming Brainstorming is one of t h e m o s t well - k n o wn an d u s e d c r e a t i v e t o o l s. I t i s a p r o c e s s f o r g e n e r a t i n g c r e a t i v e i d e a s a n d s o l u t i o n s t h r o u g h i n t e n s i v e a n d f r e e wheeling g r o u p d i s c u s s i o n. Ever y p a r t i c i p a n t i s e n c o u ra g e d t o t h i n k a l o u d a nd s u g g e s t as m a n y i d e a s as p o s si b l e, n o m a t t e r s e e m i n g ly h o w o u t l a n d i s h o r b i z a rr e. Analysis, d i s c u s s i o n, o r c r i t ic i s m o f t h e a i r e d i d e a s i s al l o wed o n l y when t h e b r a i n s t o r m i ng s e s s i o n i s o v e r a n d e v aluation ses s i o n b e g i n s.

69 635 Method T h i s c r e a t i v e t e c h ni q ue i s v e r y s i m i l a r t o b r a i n s t o r m i n g, d e v e l o pe d b y Bernd Rohrbach. Ho wever, i t i s f o c u s e d o n g a t h e r i n g i n n o v a t i v e i d e a s f r o m a g r o u p o f p e o p l e, i n a s i m p l e a n d e f f i c i e n t way, with t h e o b j e c t i v e o f s o l v i n g a p r o b l e m, d e v e l o p i n g a p r o j e c t o r e n h a n c e a n e x i s t i n g s i tu a t i o n. I t c o n s i s t s o f 6 p a r t i c i pa n t s s u p e r v i s e d b y a mo d e r a t o r who a r e r e q u i r e d t o write d o wn 3 i d e a s o n a s p e c i f i c worksheet within 5 m i n u t e s. T h i s i s a l s o t h e e t y m o l o g y o f t h e m e t h o d o l o g y n a m e. T h e o u t c o m e a f t e r 6 r o u n d s, d u r i n g whic h p a r t i c i p a n t s s wap t h e i r worksheets p a s s i n g t h e m o n t o t h e t e a m m e m b e r s i t t i n g a t t h e i r r i g h t, i s i d e a s g e n e r a t e d i n 3 0 m i n u t e s

70 CONVERGENT THINKING. Conv ergent thi nk i ng work s i n a s i ngl e pl ane, repres enti ng a tool to s ol v e wel l - d e f i n e d p r o b l e m s t h r o u g h r e a c h i n g a u n i q u e s o l u t i o n. F o r t h i s, c o n v e r g e n t t h i n k i n g f o l l o ws a particular set o f l o g i c a l s t e p s, f i n i s h i ng i n o n e s i n g l e s o l u t i o n t h a t i n s o m e c a s e s i s a 'correct' solution. As o p p o s e d t o d i v e r g en t t h i n k i n g, i n which an y s o l u t i o n i s p os s i b l e, c o n v e r g e n t t h i n k i n g r e p r e s e n t s a c l o s e d u n i v e r s e, with d e f i n e d l i m i t s. T h e r e, t h e a s k e d q u e s t i o n s l e a d s t o t h e s e l e c t i o n o f a u n i q u e a n s wer f r o m v a r i o u s d e f i n e d o n e s. As a r e s u l t, i t i s n o t a m e t h o d t o f o r m u l a t e r e s p o n s e s, b u t t o i d e n t i f y whi c h o f t h e m i s t h e c o r r e c t o n e F i n a l l y, t h e l a s t s t e p o f t h e i d e a t i o n c r e a t i v e p r o c e s s i s t h e s e l e c t i o n a n d c h e c k i ng o f t h e g e n e r a t e d i d e a s g r o u p, i n o r d e r t o c on c e n t r a t e d e v e l o p m e n t o n t h e i d e al s o l u t i o n s. F o r t h i s, i t i s a d v i s a b l e t o r e u s e t h e t o o l s People a n d / o r Extreme Users, a l r e a d y u s e d i n t h e e m p a t h y p h a s e, a i m i n g t o a d o p t t h e r o l e o f t h e p o t e n t i a l u s e r s a g a i n. O t h e r i n t e r e s t i n g t o o l s f o r t h e Silver T o u r i s m s e r v i c e s d e s i g n e r a r e t h e f o l l o wing o n e s : 4x4x4 T h i s t e c h n i q u e h a s a c l e a r g r o u p a p p r o a c h, i n t e r l e a v i n g b o t h t h e i d e a s g e n e r a t i o n a n d e v a l u a t i o n p r o cesses. As a r e s ul t, i n c a s e o f wanting t o e m p l o y o th e r d i v e r g e n t c r e a t i v i t y t e c h n i q u e s, 4x 4 x 4 s h o u l d b e u s e d i n t h e l a s t p l a c e. I n i t i a l l y, t h e g r o u p p ro d u c e i d e a s : i n d i vi d ua l l y a t f i r s t a n d i n g r o u p l a t e r. M e a n while, a f a c i l i t a t o r will s h o w t h e c h a n g e s t o b e d o n e i n 6 t o 1 0 m i n u t e s i n t e r v a l s. Each p a r t i c i p a n t writes d o wn i n d i v i d u a l l y t h e f o u r e s s e n t i a l i d e a s r e l a t e d t o t h e c r e a t i v e f o c u s (f o r e x a m p l e : i d e a s o f t r a n s p o r t s e r v i c e s t o be o f f e r e d t o s e n i o r t o u r i s t s i n t h e r e g i o n ). I n t h e n e x t p h a s e t h e p a r t i c i p a n t s a r e g r o u p e d i n p a i r s, r e a c h a n a g r e e m e n t a n d write d o wn t h e f o u r e s s e n t i a l i d ea s a b o u t t h e c r e a t i v e f o c u s. After t ha t, t h e y f o r m g r o u p s o f f o u r p e o p l e, a n d s o on. I n t h e l a s t s t a g e, t h e whole g r o u p would h a v e t o a g r e e o n t h e f o u r m a i n i d e a s o f t h e c r e a t i ve f o c u s o r t h e p r o b l e m. T h e s e f o u r i d e a s r e p r e s e n t t h e q u a l i t a t i v e r e s u l t o f t h e c o m m e n t e d p e r f o r m a n ce. PNI PNI i s a c o n v e r g e n t t hinking t e c h n i q u e d e v e l op e d b y Edward d e Bo n o, t h a t e n a b l e s t o d i s c o v e r t h e p o t e n t i a l o f e a c h i d e a a n d a v o i d s t h e n e g l e c t i o n o f p o s s i b l e a d v e r s e e f f e c t s. T h i s t e c h n i q u e s h a l l b e u s e d a f t e r f i l t e r i n g t h e g e n e r a t e d i d e a s a n d s e l e c t i n g a t m o s t s ix o f t h e m. Each i d e a i s a na l y z e d t a k i n g t h e f o l l owing 3 p o i n t s i n t o a c c o u n t :

71 - Positive a s p e c t s ( P): Strengths a n d r e a s o n s why t h e i d e a m a y l e a d t o s u c c e s s - Negative a s p e c t s ( N) : W e a k n e s s e s a n d r e a s o n s why t h e i d e a m i g h t n o t work or that should be carefully taken into accou n t. - I n t e r e s t i n g Aspects ( I ) : i s s u e s t o b e c o n s i d e r e d, a n d whether m a y n o t h a v e p o s i t i v e o r n e g a t i v e e f f ec t s o r m a y h a v e b o t h o f t h e m. Potential vs Application Matrix T h i s c o n v e r g e n t t h i n k i n g t e c h n i q u e, c r e a t e d b y David Díez 7, a l l o ws t o e v a l u a t e i d e a s a c c o r d i n g t o t wo parameters: Creative potential: M e a s u r e s u n t i l what point a c e r t a i n i d e a i s n e w ( o r e v e n d i s r u p t i v e ), o r i t s u t i l i t y t o g e n e r a t e n e w ideas (acting as a bridge idea). - Applicability: Evaluates t h e f e a s i b i l i t y o f p u t t ing the idea into practice. Previously, i t i s r e q u i r ed t o m a k e a s e l e c t i o n of i d e a s. L a t e r, t h e y will b e a l l o c a t e d i n a d u a l - e n t r y m a t r i x : High potentia l i t y L o w p o t e n t i a l i t y I d e a s h a r d t o a p p l icate a n d with h i g h p o t e n t i a l ( i d e a s t o d e v e l o p ) Very a p p l i c a b l e i d e a s, b u t with low potential High applicabili t y Very s t r o n g i d e a s b u t d i f f i c u l t t o a p p l i c a t e ( i d e a s t o work with in the future) I d e a s h a r d l y a p p l i c ab l e a n d with a l o w p o t e n t i a l ( i d e a s t o g e t r i d o f ) L o w a p p l i c a b i l i t y 7 h t t p s : / / w w w. n e u r o n i l l a. c o m / c u a d r o - de- p o t e n c i a l - v e r s u s - a p l i c a c i o n /

72 PROTOTYPE. T h i s s t a g e t a k e s p l a c e a f t e r t h e i d e a t i o n p h a s e. I t c o n s i s t s o n d e v e l o p i n g a p r o t o t y p e : g e n e r a t i o n o f a t a n g i b l e m o d e l f r o m t h e g e n e r a t e d i d e a s o n c e t h e y were f i l t e r e d a c c o r d i n g t o t h e r e s o u r c e s a n d sk i l l s pos s e s s e d. T h u s, i t a i m s to e l a b o r a t e a v i a b l e p r o p o s i t i o n a f t er t h e c r e a t i v e a n d i d e a t i o n p r o c e s s. T h i s p r o t o t y p e i s u s e d t o v a l i d a t e g e n e r a t e d i d e a s a n d, a l t h o u g h l o c a t e d i n o n e o f t h e l a s t p h a s e s o f t h e Design T h i n k i n g Process, i t c a n b e u s e d s i m u l t a n e o u s l y with i m m e r s i o n a n d i d e a t i o n Prototyping h e l p s t o t h i n k a s c r e a t o r s a n d c o m m u n i c a t e with c l i en t s o r u s e r s. F u r t h e r m o r e, i t i s t h e c h e a p e s t m e t h o d t o o p t i m i z e a p r o d u c t t h r o u g h p r o g r e s s i v e a p p r o a c h e s t o a s a t i s f ac t o r y s o l u t i o n u t i l i z i n g a t r i a l - and- e r r o r p r o c e s s. What to prototype for? F a s t e r e v a l u a t i o n o f a l te r n a t i v e s, a v o i d i n g t h e d e v e l o p m e n t o f work l i ne s f o r m u c h t o o l o n g. Solution c r e a t i o n p r o c es s c o n t r o l, h e l p i n g t o br e a k d o wn a p r o d u c t / s e r v i c e i n d i f f e r e n t p a r t s t h a t c a n b e a n a l y z e d a n d e n ha n c e d m o r e e a s i l y. Ease c o m m u n i c a t i o n a nd f a c i l i t a t e c o n v e r s a ti on s with o t h e r u s e r s. A p i c t u r e i s worth m o r e t h a n 1, wor d s. A p r o t o t y p e i s worth m o r e t h a n 1, p i c t u r e s. M a k e m i s t a k e s f as t e r a n d c h e a p e r. How to prototype a service? T o p r o t o t y p e m e a n s t o g e n e r a t e i n f o r m a t i o n e l e m e n t s, s u c h a s p ic t u r e s, d e v i c e s or o b j e c t s, a i m i n g t o o b t a in a n s wers t h a t will h el p t o r e a c h t h e f i n a l s ol u ti o n. T h a t i s, i t i s n o t n e c e s s a r i l y a n o b j e c t b u t a n y t h i n g with which i n t e r a c t i o n i s p o s s i b l e. F o r e x a m p l e, a s t o r y b o a r d will be being refined as the project progresses. T o d e a l with a p r o t o t y p e p h a s e, i t i s m a n d a t o r y t o b u i l d a m o d e l, d e v o t i n g j u s t e n o u g h t i m e t o b e u s e f u l f o r t h e g o a l s, a s well a s i d e n t i f y i n g t h e p a r a m e t e r s t h a t a f f e c t i t. A SILVER T O URISM s e r v i c e r e q u i r e s t h e u t i l i s a t i o n o f t h e Customer J o u rney M a p, d e s c r i b ed i n s e c t i o n 2. 3, al t h o ug h when p r o t o t y p i n g a s e r v i c e o t h e r m e t h o d o l o g i e s s u c h a s Story b o a rd and St o r y t e l l i n g ( s h a r i n g s t o r i e s ) s h o u l d b e c o n s i d e r e d. Sharing of Inspiring Stories All t h e p r e v i o u s l e a r n i ng s h o u l d m a k e s o m e sense. O n e way i s t o s ha r e t h e m o s t i m p o r t a n t s t o r i e s h e a r d d u r i n g t h e p r e v i o u s s t ag e s, i n o r d e r t o b u i l d a r e p o s i t o r y o f s t o r i e s t o b e r e t o l d. Capturing t h o s e r e s o n a n t ideas a n d f e e l i n gs, a n d b u i l d i n g t h em i n t o t h e v e r y n a r r a t i v e o f t h e t e a m s work helps everyone down the line.

73 F o r t h i s, t h e f o l l o wing steps may be carried out: 1) F i x a t i o n a l a r g e p i e c e o f p a p e r t o t h e wall t o c a p t u r e a l l t h e t e am s s t i c ky n o t e s a n d i d e a s f r o m t h e s t o r y i n o n e p l a c e. 2) T e l l i n g t h e m o s t c o m p e ll i n g s t o r i e s f r o m t h e f i e l d t o o t h e r t e a m m a t e s, t r y i n g t o b e b o t h s p e c i f i c ( t a l k i n g a b o u t what a c t u a l l y h a p p e n e d ) a n d d e s c r i p t i v e ( u s i n g p h y s i c a l s e n s e s t o g i v e t e x t u r e t o t h e d e s c r i p t i o n ). Report o n who, what, when, where, w h y, a n d h o w. F i n a l l y, i n v i t a t i o n t o e a c h of t h e t e a m m a t e s t o s h a r e t h e ir own inspiring stories. 3) W r i t i n g d o wn o f n o t e s a n d o b s e r v a t i o n s i n s t i c k y n o t e s d u r i n g t h e t e a m m a t e s s t o r i e s. Con c i s e a n d c o m p lete s en t e n c e s s h o u l d b e u sed, s o e v e r y o n e o n t h e t e a m c a n f i n d i t e a s y t o u n de r s t a n d. Q u o t e s, t h e p e r s o n s l i f e h i s t o r y, h o u s e h o l d d e t a i l s, i n c o m e, a s p i r a t i o n s, b a r r i e r s, a n d a n y o t h e r o b s e r v a t i o n s s h o u l d b e a l s o n o t e d. 4) Notes should b e written with l a r g e e n o u g h l e t t e r s, s o t h a t e v e r y o n e c an r e a d t h e m. All t h e s t i c k y n o t e s will b e p o s t e d u p o n t h e wall, o r g a n i z i n g t h e m i n t o s e p a r a t e c a t e g o r i e s f o r e a c h p e r s o n t h a t t h e t e a m i n t e r v i e wed a n d e a c h p l a c e t h a t t h e t e a m v i s i te d. 5) At t h e e n d o f s t o r y s h a r i n g, t h e r e will b e m a n y s h e e t s l i n e d u p o n t h e wall with n u m e r o u s s t i c k y no t e s. T h i s s h a r e d i n f o r m a t i o n s h o u l d b e c o n s idered a s a whole, a n d r e p r e s e n t a s t a r t i n g p o i n t f r o m which i m a g i n e o p p o r t u n i t i e s a n d s o l u t i o n s. Storyboard Storyboard i s a t o o l t h a t p r o v i d e s k n o wledge a b o u t t h e u s e r e x p er i e n c e with a p r o d u c t o r s e r v i c e, a s well a s h o w t h e p r o p o s e d d e s i g n c o u l d h e l p t h e m t o a c c o m p l i s h t h e i r o b j e c t iv e s. T h i s t o o l was i n i t i a l l y e m p l o y e d i n t h e m o v i e i n d u s t r y, a n d h e l p s t o d es c r i b e th e i n t e r a c t i o n b e t ween t h e f i n a l u s e r a n d t h e p r o d u c t s o r s e r v i c e s i n o n e o r m o r e f r a m e s b y s h o wing the key experience touchpoints. Storyboards a r e c o n s i de r e d g r e a t ways t o s h a r e a c o n c e p t with f i na l u s e r s a n d c u s t o m e r s a n d m a k e t h e m u n d e r s t a n d d e s i g n i d e a s a n d d e c i s i o n s. T h e y c a n b e u s e d d u r i n g d e s i gn workshops i n o r d e r t o o bt a i n f e e d b a c k a n d h e l p t o i d e n t i fy a r e a s o f i m p r o v e m e n t o r m i s s i n g e l e m e n t s o f t h e e x p e r i e n c e. T h e y c a n b e c o n s i d e r e d a s q u i ck pr o t o t y p e s o f t h e e x p e ri e n c e, which a l s o h e lp c l i e n t s t o e m p a t h i s e with their customers. T h e r e a r e m a n y d i f f e re n t ways t o c r e a t e a s t o r y b o a r d. T h e m o s t c o m m o n i s a s e q u e n c e o f i m a g e s o r s k e t c h e s, ac c o m p a n i e d b y a s h o r t d e s c r i p t i o n of t h e a c t i o n s t h e u s e r i s t a k i n g i n e a ch touchpoint.

74 F i g u r e 1 5 : E x a m p l e o f S t o r y b o a r d S o u r c e : S i l v e r T o u r i s m p r o j e c t T h e p r o t o t y p e p h a s e wil l b e f u l l y d e s c r i b e d l a te r i n s e c t i o n 2. 3, when t r e a t i n g t h e Business Model.

75 TEST. T e s t i s t h e l a s t s t a g e o f t h e Design T h i n k i n g p r o c e s s, p r e v i o u s to t h e Silver T o u r i s m s e r v i c e f i n a l i m p l e m e n t a t i o n. I t c a n b e s u m m a r i z e d a s f o l l o ws: t e s t, l e a r n, c h a n g e a n d c h a n g e. T ha t i s t o s a y t h a t i n t h i s p h a s e t h e d e s i g n e d p r o to t y p e will b e p l a c e d i n t h e m a r k e t, s o t h e u s e r s will p r o v i d e r e a l f e e d b a c k t o i m p r o v e t h e p r o t o t y p e, o r e v e n s t e p b a c k t o r e - i d e a t e t h e s e r v i c e. O n c e t h e p r o to t y p e r e s u l ts v a l i d i t will b e p o s s i b le t o f a c e t h e i m p l e m e n t a t i o n, c o m m i t t i n g r e sources t o t h e s e r v i c e l a u n c h i n g i n t h e u s u a l b a c k g r o u n d. T e s t p h a s e i s c l o s e l y re l a t e d with t h e m a r k e t, a n d f o r t h i s r e a s o n i t will b e f u l l y t r e a t e d i n t h e c h a p t e r

76 Reflective questions Since t h e Service Design p r o c e s s i s c o m p l e t el y c l i e n t - c e n t e r e d, is i t p o s s i b l e to a c t i v e l y i m p l ic a t e c l i e n ts i n p h a s e s i n which t he y d o n t t a k e p l a c e ( d e f i n e, i d e a t i o n and p r o t o t y p e )?. Solid f e e d b a c k s y s t e ms s h o u l d l e a d t o g a t h er i n g r e l e v a n t i n f o r m a t i o n a b o u t t h e t a r g e t p u b l i c, h o w c a n t h e y b e i m p l i c a t e d i n t h e d e s i g n p r o c e s s?. How c a n t h e s e r v i c e d e s i g n p r o c e s s b e c o n n e c t e d t o i n n o v a t i v e b u s i n e ss m o d e l s s u c h a s L e a n? Further information and references for learning, teaching and assessment activities Design Thinking. (G. Peter Rowe, 1987) L a t e r a l T h i n k i n g : Creativity Step by Step. (Edward De Bono, 1970) Visual Thinking Is (Jeff Bennet, DigitalSplas h M e d i a, ) h t t p s : / / y o u t u. b e / I t n Nf4jHsiY I n n o v a t i o n a n d s e r v i c e e x p e r i e n c e s i n s m a ll t o u r i s m f a m i l y f i r m s T h i s p a p e r a i m s t o e x p l o r e t h e p e r t i n e n t i s s u e s o f i n n o v a t i o n a n d s e r v i c e e x p e r i e n c e s i n f am i l y fi r m s i n t h e t o u r i sm i n d u s t r y, which a r e m o s tl y s m a l l - a n d m e d i um - s iz e d e n t e r p r i s e s. Design/methodology/approach: T h e c o n c e p t u a l p a p e r, b u i l d i n g o n s oc i a l i d ent i t y t h e o r y, u n d e r t a k e s a t h o r o u g h r e v i e w o f t h e r e l e v a n t l i t e r a t u r e b e f o r e d e v e l o p i n g p r o p o s i t i o ns r e g a r d i n g i n n o v a t i o n a n d s e r v i c e e x p e r i e n c e s f o r s m a l l f a m i l y f i r m s i n t h e t o u r i s m i n d us t r y. F indings: Small t o u r is m fa m i l y f i r m s a r e f a c e d with d e f i c i t s i n s t r a t e g i c o r i en t a t i o n a n d i n n o v a t i o n, a n d c o o p e r a t i o n s e e m s t o b e a m e a n s t o o v e rc o m e s i z e d e f ic i t s i n f a m i l y - r u n b u s i n e s s es. Customers i n t e g r a t e d i n t o t h e s e r v i c e e x p e r i e n c e e n h a n c e i n n o v a t iv e d e v e l o p m e n t s a n d f o ster i n n o v a t i o n i n s m al l t o u r i s m f i r ms. As a p r e r e q u i s i t e, t h e s e r v i ce e x p e r i e n c e m u s t b e a p p r o p r i a t e l y m a n a g e d b y c o l l e c t i n g a n d e v a l ua t i n g r e l e v a n t d a t a o n c u s t o m e r s n ee d s, e x p e c t a t i o n s a n d s a t i sfaction. An o p e n - m i n d e d a n d c o n s u m e r - f o c u sed m a r k e t - d r i v e n s t r a t e g y s e e m s t o b e a n a d v a n t ag e. Practical i m p l i c a ti o ns : F u t u r e r e s e a r c h s h o u l d u n d e r t a k e e m p i r i c a l s t u d i e s t o v a l i d a t e a n d / o r m o d i f y t h e p r o p o s i t ions p r e s e n t e d i n t h i s c o n c e p t u a l p a p er. O r i g i n a l i t y / v a l u e : T h i s is o n e o f t h e f e w s t u d i e s t o h a v e a d d r e s s e d t he r e l a t i o n s h i p b e t ween s e r v i c e e x p e r i e n c e s a n d i n n o v a t i o n f o r f a m i l y - r u n s m a l l b u s i n e ss e s i n t h e t o u r i s m i n d u s t r y. res earc hgate.net/publ i c ati on/ _innov ati on_and_ser v i c e _ e x p e r i e n c e s _i n _ sm a l l _ t o u r i s m _ f a m i ly _ f i r m s

77 A p r a c t i c a l p r o j e c t o f n e w s e r v i c e d e s i g n i n t h e t o u r i s m i n d us t r y : Case Anttolanhovi T h e t o p i c o f t h e t h e s i s i s n e w s e r v i c e d e v e l o p me n t i n t h e c o n t e x t o f t o u r i s m i n d u s t r y. T h e o b j e c t i v e o f t h e r e s e a r c h i s t o c r e a t e n e w a c t i v i t i e s t h a t t h e c o m m i s s i o n e r c a n p r o vi d e t o i t s c u s t o m e r s o u t s i d e s u m m e r s e a s o n, when t h e o c c u p a n c y r a t e i s l o wer t h a n d u r i n g t h e p e a k. T h e t h e s i s i s d o n e f o r Anttolanhovi, a t o u r i sm r e s o r t l o c a t e d c l o s e t o M i k k el i o n t h e s ho r e o f Saimaa. The res earc h was c om pl eted as a qual i tati v e c as e s tudy. Methods of us er - d r i v e n i n n o v a t i o n were u s e d. Customers were i n v i t e d t o p a r t i c i p a t e in t h e p r o j e c t t h r o u g h a n o p e n c a l l f o r i n n o v a t i o n a n d t h r o u g h g r o u p i n t e r v i e ws. I n a d d i t i o n, o b s e r v a t i o n a n d e x p e r t i n t e r v i e w were u s e d. Data g a t h e r e d t h r o u g h t h e s e m e t h o d s was analy z e d t h r o u g h c o n t e n t a n a l y s i s. T h e e m p i r i c a l r e s e a r c h i n d i c a t e s t h a t i t is n o t th e a c t i v i t i e s t h em s e l v es t h a t c r e a t e p r o b l e m s f o r t h e c a s e c o m p a n y. T he r e s e e m s t o b e s p a c e f o r s t r a t e g i c d e f i n i t i o n o f t a r g e t c u s t o m e r s e g m e n t s. T h e r e f o r e, t h e r e s e e m s t o b e c h a l l e n g e s i n t h e c a s e c o m p a n y s d e c i s i o n m a k i n g p r o c e s s e s, s p e ci f i c a l l y i n v i e w o f c o m m i t t i n g t o l o n g - t e r m g o a l s, which c o u l d a l s o c r e a t e hi n d r a n c e s e s t a b l i s h i n g a r e c o g n i zable p r o f i l e. I t c o u l d a l s o p o s e c h a l l e n g e s f o r p r o d u c t d e v e l o p m e n t, i f t h e c o m p a n y t r i e s t o p r ov i d e p r o d u c t s t h a t suit a l l c u s t o m e r s ' n e e d s. T h e r e s e a r c h i n d i c a t e s t h a t t h e r e a l s o s e e m s t o b e s p a c e f o r e n h a n c e d c o m m u n i cation a b o u t t h e a c t i v i t ies a v a i l a b l e. I t i s s u g ge s t e d t h a t t h e c o m p a n y a s sesses i t s c u r r e n t c us to m e r g r o u p s a n d m a kes a s t r a t e g i c d e c i s i o n a b ou t whic h g r o u p s t o t a r g e t i n t h e f u t u r e. Reg a r d i n g p r o d u c t d e v e l o p m e n t i t i s s u g g e s t e d t h a t i n t h e f u t u r e t h e m e m o r a b i l i t y o f t h e e x p e r i e n c e s i s e n h an c e d t h r o u g h s t o r y b a s e d d e s i g n. p d f? s e q u e n c e =

78 2.2 Emotional Design for Silver Tourism UNDERSTANDING HOW EMOTIONS WORK I n t h e m a r k e t, c u s t o m e rs o f t e n s e e m t o h a v e a c o n s t a n t c o n f l i c t b e t wee n a c q u i r i n g a f u n c t i o n a l p r o d u c t o r a n o t h e r p r o d u c t t h a t i s m o r e a t t r a c t i v e t o t h e m. T h i s i s due t o e m o t i o n a l m e s s a g e th a t s o m e p r o d u c t s o f f e r. T h e weight o f t h e e m o t i o n a l f a c t o r b e c o m e s e v e n m o r e imp o r t a n t i n t h e d e c i s i o n t o p u r c h a s e a s e r v i c e b e c a u s e t h e k e y e l e m e n t i s t h e u s e r e x p e r i e n c e. I n t h e c a se o f t o u r i s m, t h e u s e r ex p e r i e n c e is e v e r y t h i n g, a n d t h a t e x p e r i e n c e i s m a d e u p o f t h e s e t o f e x p e r i e n c e s t h a t t o u r i s t s l i v e a l o n g t h e i r s t a y s, f r o m e x p e r i e n c e i n t r a n s p o r t t o e x p e r i e n c e a t h o s t i n g, a t s h o p p i n g, i n c u l t u r a l v i si t s, o r e v e n i n t h e r e s t a u r a n t. 777 Consumer satisfaction T h e p s y c h o l o g i s t Abraham Maslow argued that h u m a n s a t i s f a c t i o n i s on l y t e m p o r a r y a n d t h a t f o l l o w a h i e r a r c h y s o t h a t o n ly when a l o wer n e e d i s a c h i e ved c a n c o v er a n o t h e r s u p e r i o r. 8 I n , Patrick W. J o r d a n a d a p t e d t h e M a s low's h i e r a r c h y o f h u m a n n e e d s t o a p p l y f o r t h e n e e d s o f c o n s u m e r s : F i g u r e 1 6 : H i e r a r c h y o f n e e d s b y M a s l o w S o u r c e : W i k i m e d i a C o m m o n s ( F i l e : M a s l o w % 2 7 s _ H i e r a r c h y _ o f _ N e e d s. s v g ) So, t h r e e d i f f e r e n t l e v e l s a r e e s t a b l i s h e d t o o f f e r a p p r o p r i a t e s o l u t i o n s t o t h e c o n s u m e r s ' needs: 8 M a s l o w, A b r a h a m H. ( ), " P s y c h o l o g i c a l R e v i e w 5 0 ( 4 ) A T h e o r y o f H u m a n M o t i v a t i o n ".

79 L e v e l 1. F u n c t i o n a l i t y, where a p r o d u c t o r s e r v i c e m e e t s a p u r p os e o r f u n c t i o n, s o l v i n g a p a r t ic u l a r p r o b l e m. L e v e l 2. Usability, where t h e p r o d u c t o r s er v i c e i s a ls o e a sy t o u s e, c o m f o r t a b l e a n d s a f e. L e v e l 3. Pleasure, where t h e p r o d u c t o r s e r v i c e i n a d d i t i o n p ro v i d e s e m o t i o n a l b e n e f i t s t o t he c o n s u m e r. Emotion vs feeling But, what are the emoti o n s? Are feelings? Are they related to the senses? T h e e m o t i o n s a r e p s y c h o p h y s i o l o g i c a l r e a c t i on s t h a t a l l o w t h e i n d i v i d u a l t o a d a p t t o s t i m u l u s c a u s e d b y t h e p e r c e p t i o n o f o b j e c t s, p e r s o n s, p l a c e s, e v e n t s, o r e v e n m e m o r i e s. Emotions a l t e r a t t e n t i o n r e i n f o r c i n g c e r t a i n b e h a v i o r s o f i n d i v i d u a l r e s p o n s e a n d a c t i v a ti n g r e l e v a n t a s s o ci a t i o n s in m e m o r y. T h u s, e m o tions s e r v e t o e s t a b l i s h p o s i t i o n s with r e s p e c t t o t h e e n v i r o n m e n t, which l e a d s t h e i n d i v i d u a l t o ward c e r t a i n p e o p l e, o b j e c t s, a c t i o n s,..., a n d r e s u l t i n g a s a r e p o s i t o r y o f i n n a t e a n d l e a r n e d i n f l u e n c e s. O n t h e o t h e r h a n d, f e e l i n g s a r e t h e r e s u l t o f e m o t i o n s, b e i n g t h e p er c e p t i o n t h a t t h e m i n d i n t e r p r e t s o f a p a r t i c u l a r e m o t i o n a l s t a t e. W h i l e e m o t i o n s a r e s h o r t i n t i m e, t h e y g e n e r a t e f e e l i n g s t h a t l a s t f o r v e r y e x t e n d e d p e r i o d s. I n t h i s way, a f e e l i n g i s a c o n c e p t u a l i z e d e m o t i o n, t h a t c a n b e e x p r e s s e d i n words. T h e s e n s e s a r e t h e c h a n n e l t h r o u g h which the brain perceives the environment. Emotions and cognitive functions Emotions c h a n g e t h e way i n which t h e h u m a n m i n d s o l v e s p r o b l e ms, s u c h a s t he d e c i s i o n t o b u y a g o o d o r u s e a s e r v i c e. T h u s, t h e a f f e c t i v e s y s t em i s a b l e t o c h a n g e t h e o p e r a t i n g m o d e o f t h e c o g n i t i v e s y stem. W h i l e t h e c o g n i t i v e s y s t e m i n t e r p r e t s t h e world i n a way t h a t a l l o ws h u m a n s to u n d e r s t a n d a n d l e a r n, t h e a f f e c t i v e s y s t e m, b a s e d o n e m o t i o ns, s e r v e s as a s s e s s m e n t s ys t e m i n o r d e r t o h e l p t h e h u m a n b e i n g t o d e c i d e q u i c k l y a n d u n c o n s c i o u s ly. Different e x p e r t s b e l i e ve t h a t t h e d e c is i o n p r oc e s s o cc u r s s u b c o ns c i ou s l y b e t wee n 80% 9 a n d 9 0 % 10 o f c a s e s. F o r t h i s r e a s o n, i t i s i m p o r t a n t t o k n o w h o w e m o t i o n s i n f l u e n c e t h e d e c i s i o n pr o c e s s. 9 Pedro Bermejo, neurologist.president of Spanish Association of Neuroeconomics. 10 Aldo Rustichini, neuroeconomist. University of Cambridge.

80 T h e h u m a n b e i n g m a k e s its decisions based on t h r e e l e v e l s : S o u r c e : S i l v e r T o u r i s m p r o j e c t I n t h e v i s c e ral l e v e l t h e f i r s t i m p r e s s i o n i s c re a t e d, where t h e p r o d u c t o r s e r v i ce p r o v i d e s i n i t i a l i m p a c t. T h e b r a i n i s p r o g r a m m ed b y d e f a u l t t o o b t a i n a p o s i t i v e or n e g a t i v e r e s p o n s e f r o m t h e v i s c e r a l l e v e l. T h u s, t h e a t t r a c t i v e t h i n g s t e n d t o work b e t t e r, p r o d u c i n g p o s i t i v e e m o t i o n s which i n t u r n e n c o u r a g e c r e a t i v i t y a n d t o l e r a n c e t o a d v e r s i t i e s T h e b e h a v i o ral l e v e l i s n o t c o n s c i o u s. I t i s t h a t which a l l o ws p e o p l e t o a c t d a i l y i n " a u t o m a t i c " m o d e. T h e b e h a v i o r l e v e l o c c u r s when a p r o d u c t o r s e r v i c e i s u s e d, b a s i c a l l y r e f e r r i n g t o t h e f u n c t i o n f o r w h i c h i t w a s d e v e l o p e d. However a l t h o u g h t h e o b j e c t o r s e r v i c e p e r f o r m s i t s f u n c t i o n p r o p e r l y, t h e u s e r c a n h a v e n e g a t i v e e m o t i o n s i f t h e i r u s e i s c o m p l e x o r p o s i t i v e i f i t 's f u n. T h e r e f l e c t i v e l e v e l c o n t a i n s t h e c o n t e m p l a t i v e p a r t o f t h e b r a i n, a n d i s u s e d when i t i s n e c e s s a r y t o s t u d y, i n t e r p r e t a n d r e f l e c t o n s o m e t h i n g. T h i s l e v e l i s t h e m o r e p r o n e t o c h a n g e b a s e d o n c u l t u r e, e x p e r i e n c e, e d u c a t i o n,... o f t h e i n d i v i d u a l. Keeping i n m i n d t h e t hr e e l e v e l s o f p r o c e s s i ng, d i f f e r e n t ways t o d es i g n c a n be adop t e d : v i s c e r a l l y, b e ha v i o r a l l y, o r r e f l e c t i v e l y. T h e d e s i g n e r c a n c o n centrate o n d e v e l o p i n g a n a e s t h e t i c a l l y b e a u t i fu l p r o d u c t, t o a waken i n t h e c o n s u m e r 's d e s i r e t o p u r c h a s e. T h i s i s n o t f o r i t s b e a u t y b u t f o r t h e p o s i t i v e e m o t i o n t h a t p ro d u c e s i t. O r t h e d e si gn e r c a n c o n c e n t r a t e o n d e v e l o p i n g a p r o d u c t t h a t i s v e r y s i mp l e a n d u s a b l e, s o i t i s v e r y e a s y t o u s e b y t h e c o n s u m e r. I t c a n b e e v e n f u n t o u s e. I n m a n y c a s e s, t h e s e f e a t u r e s a r e c r i t i c a l t o m e e t t h e u s e r. T h e s e l e v e l s ( v i s c e r a l a n d b e h a v i o r a l ) a r e r e lated with t h e " r i g h t n ow", while t h e r e f l e c t i v e l e v e l works in t h e l o n g t e r m, i n f l u en c i n g s a t i s f a c t i o n o f u se ( m e m o r y ), h o w it is shown to others, and its interaction with the own consumer's identity. T h e f i r s t i m p r e s s i o n i s p r o c e s s e d t h r o u g h t h e v i s c e r a l l e v e l. Can y o u i d e n t i f y t h e f o l l o w i n g e l e m e n t s a c c o rding t o t h e v i s c e ra l response? Positive o r n e g a t i v e? L o u d s o u n d, s n ak e, sweet f l a v o r, h e a t, s h a rp o b j e c t s, s y m m e t r i c a l o b j e c t, s o f t, j u n g l e, b r i g h t o b j e c t, c o m f o r t, h a p p y f a c e, crowds, h e i g h t s, d e s e r t, s o u r t a s t e, s p i d e r, s i m p l e m e l o d y, e x t r e m e h e a t,. Theories on emotion Paul Ekman, a p s y c h o l o g i s t a n d p i o n e e r i n t h e s t u d y o f e m o t i o n s a n d f a c i a l e x p r e s s i o n s a y s t h a t th e r e a r e u n i v e r s a l e m o t i o n s t h a t h a v e a b i o l o g i c a l o r i g i n a b o v e a n y c u l t u r a l a s pe c t. His r e s e a r c h f i n d i n g s l e d h i m t o c l a s s i f y s e v e n b a s i c e m o t i o n s : a n g e r, d i s g u st, fear, happiness, sadness, contempt and surpri s e.

81 F i g u r e 1 7 : 7 u n i v e r s a l f a c i a l e x p r e s s i o n s o f e m o t i o n s b y P h D. P a u l E k m a n S o u r c e : W i k i m e d i a C o m m o n s ( F i l e : U n i v e r s a l _ e m o t i o n s 7. J P G ) Robert Plutchik g a v e way t o t h e " w h e e l o f e m o t i o n s " t h a t c o m p r i s e s o f e i g h t p r i m a r y e m o t i o n s a n d ei g h t a d v a n c e d em o t i o n s g r o u p e d o n a p o s i t i v e o r n e g a t i ve b a s i s : Opposite Emotions Human feelings (results of emotion) Basic opposite Basic emotion Disapproval Anticipation + Joy Optimism Sadness Joy Remorse Joy + Trust Love Disgust Trust Contempt Trust + Fear Submission Anger Fear Aggression Fear + Surprise Awe Anticipation Surprise Optimism Surprise + Sadness Disapproval Love Sadness + Disgust Remorse Submission Disgust + Anger Contempt Awe Anger + Anticipation Aggressiveness T h e c o m p l e x e m o t i o ns c o u l d a r is e f r o m cultural c o n d i t i o n i n g o r a s s o c i a t i on c o m b i n e d with t h e b a si c e m o t i o n s. Similarly, p r i m a r y e m o t i o n s c a n b l e n d i n a g r e a t e r o r l e s s e r p r o p o r t i o n t o f o r m t h e fu l l s p e c t r u m o f h um an e m o t i o n a l e x p e r i e n c e. F i g u r e 1 8 : R o b e r t P l u t c h i k ' s W h e e l o f e m o t i o n s S o u r c e : W i k i m e d i a C o m m o n s ( F i l e : P l u t c h i k - w h e e l. s v g )

82 I n Parrot i d e n t i f i e d o v e r e m o t i o n s c on c e p t u a l i z i n g t h e m as a 3 s t r u c t u r e d l i s t : 11 Tertiary emotions Adoration, affection, love, fondness, liking, attraction, caring, tenderness, compassion, sentimentality Arousal, desire, lust, passion, infatuation Longing Amusement, bliss, cheerfulness, gaiety, glee, jolliness, joviality, joy, delight, enjoyment, gladness, happiness, jubilation, elation, satisfaction, ecstasy, euphoria Enthusiasm, zeal, zest, excitement, thrill, exhilaration Contentment, pleasure Pride, triumph Eagerness, hope, optimism Enthrallment, rapture Relief Amazement, surprise, astonishment Aggravation, irritation, agitation, annoyance, grouchiness, grumpiness Exasperation, frustration Anger, rage, outrage, fury, wrath, hostility, ferocity, bitterness, hate, loathing, scron, spite, vengefulness, dislike, resentment Disgust, revulsion, contempt Envy, jealousy Torment Agony, suffering, hurt, anguish Depression, despair, hopelessness, gloom, glumness, sadness, unhappiness, grief, sorrow, woe, misery, melancholy Dismay, dissapointment, displeasure Guilt, shame, regret, remorse Alienation, isolation, neglect, loneliness, rejection, homesickness, defeat, dejection, insecurity, embarrassment, humiliation, insult Pity, sympathy Alarm, shock, fear, fright, horror, terror, panic, hysteria, mortification Anxiety, nervousness, tenseness, uneasiness, apprehension, worry, distress, dread Secondary emotion Affection Lust Longing Cheerfulness Zest Contentment Pride Optimism Enthrallment Relief Surprise Irritation Exasperation Rage Disgust Envy Torment Suffering Sadness Dissapointment Shame Neglect Sympathy Horror Nervousness Primary emotion Love Joy Surprise Anger Sadness Fear Affective design T o d a y, p e o p l e want t o u s e p r o d u c t s t h a t m u s t b e f u n c t i o n a l o n a p h y s i c a l l e v el, u s a b l e o n a p s y c h o l o gic a l l e v e l, a n d s h o u l d be a t t r a c t i v e o n t h e e mo t i o n a l l e v e l, which i s o b v i o us l y s ub j e c t i v e. T h e e m o t i o na l d e s i g n s t u d i es t h e i n t e r a c t i o ns b e t ween t h e c o n s u m e r a n d t h e p r o d u c t f o c u s i n g o n t h e r e l a t i o n ship b e t ween p h y s i c a l f e a t u r e s a n d em o t i o n a l i n f l u e n c e o n t he u s e r. 11 P a r r o t, W. ( ), " E m o t i o n s i n S o c i a l P s y c h o l o g y ". P s y c h o l o g y P r e s s. P h i l a d e l p h i a.

83 Emotional ( o r a f f e c t i v e ) d e s i g n s e e k s t o i n t e g r a t e t h e " a f f e c t i v e m e a n i n g " o n p r o d u c t s a n d s e r v i c e s, s o t h a t e v o k e e m o t i o n s t h a t a l l o w p r o d u c t s t o r e a c h n o t o n ly t h e b r a i n t h r o u g h t h e s e n s e s, b u t a l s o t o t h e h e a r t t h r o u g h e m o t i o n s. T h e d e s i g n o f p r o d u c t s ( o r s e r v i c e s ) f o l l o ws si x p h a s e s. W i t h i n t h e ov e r a l l d e s i gn p r o c e s s a n d p r o d u c t d e v e l o p m e n t, e m o t i o n a l de s i g n i s i n v o l v e d m a i n ly i n t h e f i r s t f o u r p h a s e s. F i g u r e 1 9 : P h a s e s o f d e s i g n p r o c e s s S o u r c e : P R O D I N T E C Starting u n d e r t h e e m o t i o n a l d e s i g n a p p r o a c h, i n t h e s t u d y p h a s e ( de f i n i t i o n ) t h e d e s i g n e r o b t a i n s s u f f i c ient i n f o r m a t i o n t o i d e nt i f y c o n c e p t s a n d i d e as t h a t u s e rs m u s t p e r c e i v e, a n d t h a t will d e f i n e t h e p r o d u c t ( o r s e r v i c e, o r b u s i n e s s ) a t t h e s t r a t e g i c l e v e l. During t h e p h a s e s o f c o n c e p t d e s i g n a n d d et a i l, t h e d e s i g n e r will i d e n t i f y t h e p r o p e r t i e s t h a t m o s t i n f l u e n c e a c e r t a i n p e r c e p t i o n, a l l o wing t o s e l e c t b e t ween d i f f e r e n t c a t e g o r i e s o f d e s i g n e l e m e n t s. F i n a l l y, a t t h e s t a g e o f p r o t o t y p i n g will b e l a u n c h e d s i m u l a t i o n m e c h an i s m s b e f o r e t h e p r o d u c t i o n s t a g e i n o r d e r t o t e s t t h e p r o d u c t o r s e r v i c e d e v e l oped. 12 Guía metodológica PREDICA de Diseño Industrial. Fundación PRODINTEC.

84 USER EXPERIENCE. T h e u s e r e x p e r i e n c e ha s a c l o s e r e l a t i o n s h i p with t h e v a l u e p r o p o si t i o n s t u d i ed u s i n g t h e Canvas m o d el. I t i s i m po r t a n t t o c l a ri f y t h a t i t i s n o t p o ss i b le t o d e s i g n t h e e x p e r i e n c e i t s e l f b ec a u s e i n t h i s c a s e t h e u s e r would b e c o n t r o l l e d, a l t h o u g h i t i s p o s s i b l e t o e v a l u a t e t h e e x p e r i e n c e a n d t r y t o p r o m o t e b e t t e r e x p e r i e n c e s. I n p r a c t i c e, t h e r e a r e n u m e r o u s d i f f e r e n t k i n d s o f p e o p l e, p r o d u c t s a n d e n v i r o n m e n ts t h a t i n f l u e n c e t h e e x p e r i e n c e t h a t i n t e r a c t i o n e vokes. How emotions arise by the use? Pieter Desmet s u g g e s t s t h a t t h e r e a r e 5 c a t e g o r i e s c o v e r i n g e m o t i o n a l r e s p o n s e s t h a t p r o d u c t s e v o k e i n pe o p l e : I n s t rumental e m o t i o n s. I t i s t h e p e r c e p t i o n o f t h e u s e r t o a chieve t h e g o a l s that the product must perform. Aesthetic e m o t i o n s. T h i s r e f l e c t s t h e p o t e n t i a l o f t h e p r o d u c t t o d e l i g h t o r offend the user perception. Social e m o t i o n s. I t i s t h e e v a l u a t i o n p e r f o r me d b y t h e u s e r i n r e l a ti o n t o c e r t a i n s o c i a l s t a n d a r d s. Surprise e m o t i o n s. I t r e f e r s t o t h e p e r c e p t i o n o f n o v e l t y t h a t a p r o du c t o r s e r v i c e e v o k e s i n t h e c us t o m e r. I n t e rest. I t r e f e r s t o t h e p e r c e p t i o n o f c h a l l e ng e c o m b i n e d with p r o m is e. I t i m p l i e s t h e a t t r a c t i o n o r r e j e c t i o n o f t h e p r o d u c t. Usability vs UX Usability m e a n s e a s e o f u s e, a n d r e f e r s t o t he d e g r e e o f e f f e c t i v e n es s, e f f i c i e n cy a n d s a t i s f a c t i o n with w h i c h s p e c i f i c u s e r s c a n a c h i e v e s p e c i f i c g o a l s i n s p e c i f ic c o n t e x t s o f u s e. Usabil i t y e n g i n e e r i n g a n d us e r - c e n t e r e d d e s i g n a re t h e s e t of p r o c e s s a n d m e t h o d o l og i e s t h a t e n s u r e u s a b i l i ty l e v e l s r e q u i r e d f o r t h e p r o d u c t. F i g u r e 2 0 : U s a b i l i t y v s U s e r E x p e r i e n c e S o u r c e : W o r d p r e s s - U s a b i l i t y a n d U s e r E x p e r i e n c e ( / 1 0 / 1 9 )

85 T h e u s e r e x p e r i e n c e ( U X) i s t h e e n t i r e e x p e r i e n c e, i n c l u d i n g s e n s a t i on s, f e e l i n g s, e m o t i o n a l r e s p o n s e s, as s e s s m e n t s a n d us e r s a t i s f a c t i o n, r e g a r d i n g a p r o d u c t o r s e r v i c e a s a r e s u l t o f t he p r o c e s s o f i n t e r a c t i o n with t h i s p r o d u c t o r s e r v i c e, a s well a s i n t e r a c t i o n with its provider. T h e UX r e p r e s e n t s a n e m e r g i n g c h a n g e o f u sability, where t h e g o a l i s n o t j u s t t o i m p r o v e t h e p e r f o r m a n c e o f u s e r i n t e r a c t i o n - e f f e c t i v e n e s s, e f f i c i e n c y a n d e a s e o f l e a r n i n g - b u t t r y t o s o l v e t h e p r o b l e m o f u s e f u l n e s s o f t h e p r o d u c t a s well a s t h e p s y c h o l o g i c a l p r o b l em of p l e a s u r e and fun use by the user. 13 T h e u s e r e x p e r i e n c e d e s i g n p r e s e n t s a h i g h l y i n t e r d i s c i p l i n a r y a p p r o a c h t h a t r e s u l t s i n a h o l i s t i c v i e w o f d e s i g n i n g p r o d u c t s a n d s e r v i c e s. S o m e o f t h e d i s c i p l i n e s t h a t c o m p r i se a r e a s f o l l o ws: i n d u s t r i a l d e s i g n, m a r k e t i n g, e r g o n o m i c s, e n g i n e e r i n g, p s y c h o l o gy, s o c i o l o g y, v i s u a l a r t s, s e m a n t i c, b u s i n e s s a d m i n i s t r a t i o n, F i g u r e 2 1 : U s e r E x p e r i e n c e H o n e y c o m b S o u r c e : S e m a n t i c S t u d i o s ( u s e r _ e x p e r i e n c e _ d e s i g n / ) Key element: Interaction T h e User Experience m o d e l p r o p o s e d b y Arhipp a i n e n a n d T ä h t i i s q u ite c o m p l e te a n d c o m p r e h e n s i v e, c l as s i f y i n g d i f f e r e n t f a c t o rs i n f i v e d i f f e r e n t g r o u p s : 13

86 F i g u r e 2 2 : U s e r E x p e r i e n c e M o d e l S o u r c e : A r h i p p a i n e n a n d T ä h t i U X M o d e l ( ) 14 I n t h i s way t h e i n t e r a c t i o n t h a t g e n e r a t e s t h e u s e r e x p e r i e n c e t a k e s into a c c o u nt t h a t i t i s n o t o n l y d e t e r m i n e d b y t h e p r o d u c t i t s e l f ( o r s e r v i c e ) a n d t h e u s e r p r o f i l e, b u t a l s o b y t h e e x t e r n a l e n v i r o n m e n t ( s o c i al a n d c u l t u r a l f a c t o r s ) b e y o n d o u r c o n t r o l a n d t h e c l o s e s t c o n t e x t o f u s e, where it is possible act directly. T h e u s e r e x p e r i e n c e i s a r e s u l t o f a m o t i v a t e d a c t i o n i n a c e r t a i n c o n te x t. T h e r e b y, p r e v i o u s e x p e r i e n c e s an d e x p e c t a t i o n s i n f l u e nc e t h e p r e s e n t e x p e r i e n c e, a s well a s the p r e s e n t e x p e r i e n c e l e a d s t o m o r e e x p e r i e n c e s a n d m o d i f i e d e x p e c t a t i o n s. T h i s c u m u l a t i v e e f f e c t a l l ows t h e e n t r e p r e n e u r t o r e t a i n u s e r s t h r o u g h i n t a n g i b l e e m o t i o n a l e l e m e n t s t h a t a r e d i f f i c u l t t o e m u l a t e b y c o m p e t i t o r s. F i g u r e 2 3 : T i m e l i n e o f U s e r E x p e r i e n c e S o u r c e : S i l v e r T o u r i s m p r o j e c t 14 Arhippainen, Tähti. (2003), Empirical Evaluation of User Experience in Two Adaptive Mobile Application Prototypes.

87 Knowing the user A guide to know the user emotionally is: F i r s t, u s e r g roups a n d t h e i r e m o t i o n a l n e e d s will b e e s t a bl i s h e d ac c o rd i n g t o t h e ir c h a r a c t e r i s t i c s. Subsequ e n t l y, a n a p p r o a c h t h r o u g h o b s e rvations wil l b e g i n. In t h e s e o b s e r v a t i o n s we will p a y s p e c i al a t t e nt i o n t o t h e e a s y o f acc e s s t o t h e p r o d u c t ( o r s e r v i c e ). T h a t i s, e a s e o f u s e, e a s e o f l e a rning a n d e a s e o f r e m e m b e r i n g h o w i t works. Also i t s u s e e f f i c i e n c y a n d t h e f r e q u e n c y an d d e g r e e of e r r o r s. F i n a l l y, we also study the s u b j e c t i v e s a t i s f a c t i o n to the user. During t h e o b s e r v a t i o n s we m u s t m a k e a n a s s oc i a t i o n b e t ween e m o t i o n s a n d when t h e y o c c u r. T o ac h i e v e t h i s, a f l o w c h a r t o f interaction p r o c e s s will b e p r o d u c e d, i d e n t i f y i n g when and what emotio n s o c c u r As d e t a i l e d a b o v e, o v e r t i m e e m o t i o n a l r e s p o n s e s o f u s e r s ( i n t e s t s ) m a y f a c i l i t a t e s a t i s f a c t o r y u s e r e x p e r iences. T h e a im i n t h e m e d i u m a n d l o n g t e r m is t o a c h i ev e a n e m o t i o n a l r e l a t i o n s h i p b e t ween u s e r a n d t h e p r o d u c t o r s e r v i c e i n o r d e r t o obta i n t h e b e s t r e s u l t s. F i g u r e 2 4 : E x p e r i e n c e o v e r t i m e S o u r c e : S i l v e r T o u r i s m p r o j e c t

88 MEASURING EMOTIONS. T h e m e a s u r e m e n t o f e m o t i o n s i s e s s e n t i a l i n o r d e r t o u n d e r s t a n d t h e m, b e i n g t h e f i r s t s t e p f o r m o d i f y i n g a n e m o t i o n a l d e s i g n th a t w i l l a l l o w i m p r o v i n g o f t o u r i s t i c p r o d u c t s a n d s e r v i c e s. But t h i s p r o c e s s i s n o t e a s y a n d u s u a l l y r e f e r s t o p u r e l y s u b j e c t i v e i ss u e s t h a t r e s u l t i n q u a l i t a t i v e v a l ue s. Below a r e s o m e m e t h od o l o g i e s t h a t al l o w u s to t r a n s l a t e e m o t i o ns e as i e r i n o r d er t o i n t e r p r e t h o w to achi e v e o u r g o a l s. Method of Semantic Differential Charles E. O s g o o d d ev e l o p e d i n t h e "M e t h o d o f Semantic Differential" in which p e r c e p t i o n s o f o bj e c t s were q u a n t i f i e d. Th u s, t h e i d e a o f a es t h e t i c s b e g a n to t a k e p a r t i n t h e s c i e n t i f ic - tech n o l o g i c a l c o n t e x t. T h i s t o o l a l l o ws t o k n ow t h e d i f f e r e n t m e a n i n g s a r o u n d t wo c o n c e p t u a l d i m e n s i o n s: denotative value (which appears in the dictionary) and connotative value that refers t o t h e p e r s o n a l p e r c e p t i o n o f a p a r t i c u l a r o b j ec t. T h e c o n n o t a t i v e v a lue, s i n c e is r e l a t e d t o e m o t i o n c a n v a r y i t s i n t e ns i t y l ev el. T h i s d e g r e e o f i n t e ns i t y c a n be v i e wed when f a c i n g o p p o s i t e c o n c e p t s, p l a ci n g e a c h o f t h e m a t t h e e d ge o f a s c a l e. T o a s s e s s t h e d e g r e e o f i n t e n s i t y o f t h e e m o t i o n t h a t p r o d u c e s a n o b j e c t c a n b e u s e d t h e f o l l o wing: T h e s e a d j e c t i v e s c a n b e c a t e g o r i z e d i n t o 3 d i m en s i o n s a s f o l l o ws: 15 Evaluation, t h a t u s u a l ly c o n t a i n s word p a i r s t h a t a l l o w t o k n o w a t t i t u d e s towards the c onc ept under s tudy. Ex ampl es: good - bad; beauti ful - ugl y ; wi s e - f o o l i s h ; t i m e l y - u n t i m e ly ; e t c. Potency, t h a t u s u a l l y c o n t a i n s word p a i r s t h a t r e f l e c t s t h e i n t r i n s i c s t r e n g t h o f a d j e c t i v e s. Examples: hard - s o f t ; l a r g e - s m a l l ; s t r o n g - weak; etc. Activity, t h a t i s c h a r a c te r i z e d b y word p a i r s t h a t a l l o w t o k n o w t h e d y n a m i cs o f a d j e c t i v e s. Examples: active - p a s s i v e ; f a s t - s low; hot-cold; etc. T h i s t o o l r e q u i r e s g e n e r a t e a d a t a b a s e m a i n t a i ne d b y a s e r i e s o f b i p o l ar a d j e c t i v e s, m a k i n g c l e a r t h a t i f th e a m o u n t i s g r e a t e r m o r e f i n e l y t u n e d r es u l t s will b e o b t a i n e d. 15 S c h ü t t e, E k l u n d, A x e l s s o n, N a g a m a c h i. " C o n c e p t s, m e t h o d s a n d t o o l s i n K a n s e i E n g i n e e r i n g ". A r t i c l e i n " T h e o r e t i c a l I s s u e s i n E r g o n o m i c s S c i e n c e " - M a y

89 Quality function deployment The Q u a l i t y f u n c t i o n d e p l o y m e n t ( Q F D ) i s a m e t h o d t o t r a n s f o r m q u a l i t a t i v e u s e r d e m a n d s i n t o q u a n t i t a t i v e p a r a m e t e r s, t o d e p l o y t h e f u n c t i o n s f o r m i n g q u a l i t y, a n d t o d e p l o y m e t h o d s o f a c h i e v i n g t h e d e s i g n q u al i t y i n t o s u b s y s t e ms a nd c o m p o n e n t p a r t s, a n d u l t i m a t e l y t o s p e c i f i c e l e m e n t s o f t h e m a n u f a c t u r i n g p r o c e s s. 16 Summarizing: i t i s a m e t h o d t h a t t r a n s f o r m s c u s t o m e r r e q u i r e m e n t s i n t e c h n i c al c h a r a c t e r i s t i c s f o r t h e de s i g n o f a p r o d u c t o r s e r v i c e. T h e p r o c e s s b e g i ns b y l i s t e n i n g t o c u s t om e r s i n o r d e r t o d et e r m i n e t h e c h a r a c t e r i s t i c s o f a p r o d u c t o r s e r v i c e. T h i s i n f o r m a t i o n h e l p s t o i d e n t i f y c u s t o m er r e q u i r e m e n t s b y u s i n g o f s u r v e y s, r e s u l t s o f c o m p l a i n t s a n d c l a i m s, m a r k e t r e s e a r c h, a n d i n d i v i d u a l a n d g r o u p i n t e r v i e ws. I n a d d i t i o n, t h e c h a r a c t e r i s t i c s s h o u l d b e p r i o r i t i z e d a cc o r d i n g t o t h e c u s t o m e r 's valuation. 888 O n c e t h e t e c h n ic a l r eq u i r e m e n t s t h a t r e l a t e t o t h e a c h i e v e m e n t o f c u s t o m e r r e q u i r e m e n t s a r e d e f i n e d, m a y b e d e c i d e d t h e m o s t i m p o r t a n t c h a r a c t e r i s t i c s t o a c h i e v e. M o r e o v e r, t h e m o s t po p u l a r t o o l o n Q F D, th e House o f Q u a l i t y, c o n s i d e r s a p r o d u c t c o m p a r i s o n with t h e c o m p e t i t i o n f r o m t h e p e r s p e c t i v e o f c u s t o m e r s. T h u s t h e d e s i g n e r will u n d e rs t a n d b e t t e r what i s t he r e l a t i v e p o s i t i o n i n g of t h e p r o d u c t a g a i n s t t h e c o m p e t i t o r s i n t h e d i f f e r e n t a s p e c t s v a l u e d b y c u s t o m e r s, al l o wing a l s o visualize the strengths and weakness in this dimension. 16 A k a o, Y o j i. ( ), " T h e C u s t o m e r D r i v e n A p p r o a c h t o Q u a l i t y P l a n n i n g a n d D e p l o y m e n t ".

90 F i g u r e 2 5 : Q F D H o u s e o f Q u a l i t y f o r E n t e r p r i s e P r o d u c t D e v e l o p m e n t P r o c e s s e s S o u r c e : W i k i m e d i a C o m m o n s ( A 1 _ H o u s e _ o f _ Q u a l i t y. p n g ) 17

91 DESIGNING EMOTIONAL PRODUCTS AND SERVICES. O n c e t h e d i f f e r e n t e m o t i o n s t h a t a p a r t i c u l a r p r o d u c t o r s e r v i c e c a u s e s, i t i s t i m e to u s e t h o s e d a t a t o d e s i gn ( o r r e - d e s i g n ). E n g i n e e r i n g t a k e s m uch a d v a n t a g e i n e m o t i o na l d e s i g n ( r e l a t e d t o p ro d u c t s ). T h i s c o u r s e d o e s n o t s e ek to g e t i n t o e n g i n e e r i n g f i e l d b u t i s m o r e o r i e n te d t o d e s i g n t o u r i s t i c s e r v i c es a i m e d a t s e n i o r t a r g e t. F o r t h i s r e a s o n, o n l y a c o u p le o f m e t h o ds t h a t c a n h e l p t h e p e r s on s c o n c e r n e d t o c o n d u ct t h e i r o wn s t u d i e s will b e e x p o s e d, a l ways having in mind th a t t h e s e works would be based on their needs and means Kano model T h e Kano m o d e l i s a t h e o r y o f p r o d u c t / service d e v e l o pm e n t an d c u s t o m er s a t i s f a c t i o n which c l a ssi f i e s c u s t o m e r p r e f e r e n ces into five categories: M u s t - b e Q u a l i t y, a t t r i bu t e s t h a t a r e t a k e n f o r g r a n t e d when f u l f i l l e d b u t r e s u l t i n d i s s a t i s f a c t i o n when not fulfilled. O n e - d i m e n s i o n a l Q u a l ity, a t t r i b u t e s which r e s u l t i n s a t i s f a c t ion when f u l f i l l e d a n d d i s s a t i s f ac t i o n when not fulfilled. Attractive Q u a l i t y, whose a t t r i b u t e s p r o v i d e s a t i s f a c t i o n when a c h i e v e d f u l l y, but don't cause dissatisfaction when not fulfilled. I n d i f f e r e n t Q u a l i t y, t h a t r e f e r t o a s p e c t s t h a t a r e n e i t h e r g o o d n o r b a d. Reverse Q u a l i t y, whose a t t r i b u t e s r e f e r t o a h i g h d e g r e e o f a c h i e vement r e s u l t i n g i n d i s s a t i s f a c tion and to the fact that not all customers are alike. F i g u r e 2 6 : P e r f o r m a n c e t r e n d o f K a n o m o d e l S o u r c e : W i k i m e d i a C o m m o n s ( F i l e : K a n o _ M o d e l. g i f )

92 T h e m o d e l c a n b e s t r u c tu r e d i n t o t h e f o l l o wing steps: 1. Define t h e c h a r a c t e r i s t ic s o r p e r f o r m a n c e s o f th e p r o d u c t o r s e r v i c e, without f o r g e t t i n g t h e m o s t b as ic ( l e g a l r e q u i r e m e n t s, fu n c t i o n a l i t y, d u r a b i l i ty, e t c. ), a l o n g with all those to be considered in the new design. 2. Develop a q u e s t i o n n a i r e c o n t a i n i n g a c o u p l e o f q u e s t i o n s f o r e a c h o f t h e f e a t u r e s o r p e r f o r m a n c e s o f t h e p r o d u c t o r s e r v i c e. 3. Select a representative sample of the target mar k e t s e g m e n t. 4. T o s t u d y t h e r e s u l t s o f t h e s u r v e y, o b t a ining a c l a s si f i c a t i o n o f t h e c h a r a c t e r i s t i c s o r p e r f o r m a n c e s o f t h e p r o d u c t i n t h e f o l l o wing t h r e e l e v e l s ( b a s i c q u a l i t y, o n - q u a l i t y a n d i m p roved q u a l i t y ) T h u s, u s i n g t h e Kano mo d e l, i n n o v a t i o n s i m p l i c i t l y d e m a n d e d by u s e r s a r e d e t e c t e d a n d i t i s p o s s i b l e t o f o cus a t t e n t i o n o n t h o s e e l e m e n t s. Have i n m i n d t h a t o v e r t i m e i n n o v a t i o n b e c o m e s a n ot h e r b a s i c n e e d. Kansei engineering Kansei i s a J a p a n e s e word t h a t t r a n s l a t e s a s " p s y c h o l o g i c a l f e e li n g ". I n t h i s way, Kansei i s t h e f e e l i n g o r s t i m u l u s t h a t a p e r s o n m i g h t h a v e f a c i n g a p a r t i c u l a r p r o d u c t, e n v i r o n m e n t or s i t u a t i o n, when f u l l y u s e s h i m / h e r senses. Th e s e Kansei a r e m o s t l y a d j e c t i v e s a lthough t h e y c a n a l s o b e words in d i f f e r e n t l a n g u a g e s, f a c i a l e x p r e s s i o n s o r d r a wings. Kansei e n g i n e e ri n g i s a m e t h o d o l o g y f o r d e v e l o p i n g n e w c o n s u m e r - o r i e n t e d p r o d u c t s. I t was d e v e l o p e d b y M i t s u o Na g a m a c h i i n o r d e r t o f a c i l i t a t e t h e t r a n s l a t i o n o f t h e e mo t i o n a l e x p e c t a t i o n s o f c u s t o m e r s i n t e c hn i c a l d e s i gn s p e c i f i c a t i o n s. Kansei e n g i n e e r i n g p r o v i d e s t h e m e t h o d o l o g y t o i n t e g r a t e t h e s e m a n t i c s p a c e ( Kansei v a l u e s ) a n d a t t r i b u t e s ' s p a c e ( p r o d u c t c h a r a c t e r i s t i c s ), a n a l y z i n g t h e m b y u s i ng s t a t i s t i c a l m e t h o d s, t h u s o b t a i n i n g u s e f u l i n f o r m a t i o n f o r d e c i s i o n - m a k i n g i n p r o du c t d e s i g n. 1 s t s t a g e. T h e c us t o me r s ' f e e l i n g s o n t h e p ro d u c t a r e c o l l e c t e d u s ing t h e s e m a n t i c d i f f e r e n t i a l m et h o d ( b e f o r e e x p l a i n e d ). 2 n d s t a g e. T h e r e l a t i o n s h i p b e t ween c h a r a c t e r i s t i c s o f p r o d u c t d e s i gn a n d t h e i r f e e l i n g s ( o r Kansei words) is studied. 3 r d s t a g e. Sof t ware t o o l s a r e u s e d t o b u i l d a K a n s e i Engineering f r a m e work t h a t a l l o ws u s i n g e a s i l y a n d s y s t e m a t i c a l l y th e r e l a t i o n s h i p s f o u n d when d e s i g n s were a n a l y z e d o r p l a n n i n g f u t u r e d e v e l o p m e n t s. T h i s t o o l s h o u l d a l s o a l l o w regular updating of feelings.

93 Reflective questions I s i t p o s s i b l e t o e x t e n d t h e e m o t i o n a l a s p e c t s t o c o m p l e m e n t a r y s e r v i c e s, s u c h as c l i e n t r e l a t i o n s o r a f t e r - s a l e s s e r v i c e?. T h e r e ar e c e r t a i n s e r v i c e s wher e e m o t i o n a l f a c t o r s a r e e i t h e r n e g a t i v e o r h a r d e r t o e v o k e. Could b e f o u n d a l t e r n a t i v e ways t o s o l v e t h i s? Further information and references for learning, teaching and assessment activities Norman, Donald Arthur ( ). Emotional Design. Basic Books. Emotional Design f o r Hotel Stay Experiences: Research o n G u e s t Emo t i o ns a n d Des i g n O p p o r t u n i t i e s Hotel g u e s t e m o t i o n s a n d d e s i g n o p p o r t u n i t ies i n r e l a t i o n t o h o t e l s t a y e x p e r i e n c e s a r e t h e b a s i s o f t h i s s t u d y. T h e t h r e e - l e v e l m o d e l o f e m o t i o n a l d e s i g n f o r h o t e l s i s pr o p o s e d t o c l a r i f y t h e r e l a t i o n s h i p s b e t ween h o t e l o f f e r i n g s, d e s i g n e m ph a s e s, g u e s t e m o t i o ns a n d g u e s t p e r c e p t i o n, with t h e o r e t i c a l b a s i s o n a s y n e r g y o f k n o wledge i n e m o t i o n a l d e s i g n, e x p e r i e n c e d e s i g n, a n d h o s p i t a l i t y. T h i s p a p e r a l s o o u t l i ne s a d e s i g n r e s e a r c h s t u d y t h a t a i m s t o e x p l o r e s o u r c e s t h a t e v o k e g u e s t e m o t i o n s, u n c o v e r c o n c e r n s a n d m e a n i n g s f r o m t h e t r a v e l e r s p e r s p e c t i v e, a n d i d e n t i f y d e s i g n o p p o r t u n i t i e s which wi l l l e a d t o p o t e n t i a l i n n o v a t i o n s i n b o t h t a n g i b l e e l e m e n t s a n d i n t a n g ible p r o c e s s e s f o r en h a n c e m e n t o f h o t e l s t a y e x p e r i e n c e s. F o r t h e p u r p o s e o f t h i s s t u d y, a n a n a l y t i c a l a p p r o a c h b a sed o n a p p r a i s a l t h e o r y i n p s y chology is a l s o i n t r o d u c ed f o r e x a m i n i n g h o t e l gu e s t s e m o t i o n a l e x p e r i e n c e s a n d e x t r a c t i n g r e l e v a n t i n s i g h t s f o r d e s i g n. d. pol y u. ed u. hk/i as dr/proc eedi ng/papers/emoti onal%20desi g n % 20for%20hotel%20s tay%20ex peri enc es_%20res earc h % 20on%20gues t % 2 0 e m o t i o n s % 2 0 a n d % 20 d e s i g n % 2 0 o p p o r t u n i t i es. p d f Emotions i n O n l i n e Destination M a n a g e m e n t : T o wards t h e Development o f a Destination W e b s i t e Emo t i o n a l Design ( W. E.D.) M o d e l F o r Romantic Tr a v e l Consumers. W i t h t h e i n c r e a s e d u s e o f t h e i n t e r n e t f o r i n f o r m a t i o n s e a r c h, e n t e r t a i n m e n t a n d p u r c h a s i n g, e l e c t r o n i c c o m m e r c e h a s s i g n i f i c a n t l y a l t e r e d t h e m a r k e t i n g e n v i r o n m e n t f o r t o u r i s m p r o d u c t s a n d s e r v i c e s. As p e o p l e s p e n d m o r e t i m e o n l i n e, e m o t i o n a l a s p e c t s o f W e b s i t e i n t er f a c e s a r e b e c o m i n g m o r e i m p o r t a n t ( Kim, L e e & Choi, ). T h e r e s e ar c h will s e e k t o p r o m o te t h e d e s i g n o f e m o t i o n a l l y e v o c a t i v e W e b s i t e i n t er f a c e s a s o n e s t r a t e g y t h a t c o u l d b e u s e d t o c u r t a i l t h e d e c l i n e i n v i si t o r s b u t m o r e i m p o r t a n t l y, t o s e r v e t h e e m o t i o n a l n e e d s o f t h e r o m a n t i c t r a v e l m a r k e t. Emotions h a v e b e e n i d e n t i f i e d a s a m a j o r c a t a l y s t i n t h e c o n s u m e r d e c i s i o n m a k i n g p r o c e ss. T h e

94 p r o p o s e d r e s e a r c h will be g e a r e d t o wards t h e d e v e l o p m e n t o f a n " e - mo t i o n a l s c a l e " a n d m o d e l f o r d e s t i n a t i o n W e b s i t e em o t i o n a l d e s i g n ( W. E.D.) o f t o u r i s m d e s t i n a t i o n s. res earc hgate.net/publ i c ati on/ _emoti ons_i n _O nl in e _ Des ti nati on_management_towards_the_dev el opment_of_a_des ti nati o n _ Webs i te_emoti onal_des i gn_wed_model_for_romanti c _ Tr av el_cons u m e r s The Di mens i ons of Tour Ex peri enc e, Em oti onal Arous al, and Pos t - e x p e r i e n c e Behaviors: A Research on Pamukkale in Turkey As t h e e m o t i o n s s e t t l i ng i n t h e c e n t e r o f t h e c o n s u m p t i o n s, t h e l e v e l o f t h e e m o t i o n a l a r o u s a l d i r e c t l y a f f e c t s t h e h u m a n b e h a v i o r s. As t o u r i s t s c h o o s e t h e d e s t i n a t i o n s a c c o r d ing to the emotions formed by pre - e x p e r i e n c e a n d t h e p o s t - e x p e r i e n c e, t h e u nd e r s t a n d i n g t h e f o r m a t i o n o f t h e e m o t i o n a l a r o u s a l i n t o u r i s m s e c t o r h a s b e e n a m e d i a t o r t o u n d e r s t a n d t h e p o s t - e x p e r i e n c e beha v i o r s. I n t h i s c o n t e x t, t h e p u r p o s e o f t h i s s t u d y i s t o i d e n t i f y t h e d i m e n s i o n s o f t o u r e x pe r i e n c e s a n d t o i n v e s t igate t h e r e l a t i o n s h i p b e t ween t h e t o u r e x p e r i e n c e d im e n s i o n s, e m o t i o n al ar o u s a l, a n d p o s t - e x p e ri e n c e b e h a v i o r s. T o e x am i ne t h e r e l a t i o n s h i p b e t ween t h e p a r a m e t e r s, a q u e s t i o n n a i r e b a s e d on f o u r d i m e n s i o n s o f t h e 4 E m o d e l ( Escapism, Education, Entertainment a n d Esthetics) o f Pi n e a n d G i l m o r e ( ) were c o n d u c t e d o n t o u r i s t s wh o v i s i t e d Pamukkale po p u l a r with t h e white t e r r a c e s a n d Hierapolis a n c i e n t c i t y i n T u r k e y. T h e d a t a was a n a l y z e d with Struc t u r a l Equitation M o d e l ( SEM). Results o f t h i s s t u d y indicate t h a t t o u r e x p e r iences c a n b e r e p r e s e n t e d i n t e r m s o f 4 E d im e n s ions d e m o n s t r a t i n g a d eq u a t e r e l i a b i l i t y a n d v a l i d i t y. As t h e t o u r e x p e r i e n c e wa s d i s c l o s e d i n 4 E m o d e l d i m e n s i o n s, o n ly e s c ap i s m, e n t e r t a i n m e n t an d e s t h e t i c s h av e p os i t i v e e f f e c t s o n e m o t i o n a l a r o u s a l. And a l s o i t was d e t e r m i n e d t h a t t h e t o u r i s t s e m o t i o n a l a r o u s a l a f f e ct t h e p o s t - e x p e r i e n c e b e h a v i o r p o s i t i v e l y as be i n g a f u n d a m e n t a l d e t e r m i n a nt s o f s a t i s f a c t i o n a n d p os t e x p e r i e n c e i n t e n t i o n s.

95 2.3 Business Planning RESOURCES AND PROCESSES. I n t h e l e f t u p p e r p a r t o f t h e Business M o d e l Ca n v a s t h e r e a r e t h r e e b o x e s d i r e c t l y r e l a t e d with t h e r e s o u r c e s t h a t t h e o r g a n i z at i o n p o s s e s s a n d t e c hn o l o g y a n d p r o d u c t s t h a t t h e o r g a n i z a t i o n k n o ws. T h i s i s, where t h e a v a i l a b l e r e s ou r c e s c a n b e i n v e s t e d i n. T h e t h r e e b o x e s a r e t h e f o l l o wing: Key partners Any g i v e n SME, p u b l i c a d m i n i s t r a t i o n f o c u s e d o n t o u r i s t i c s e c t o r o r i n d e p e n d e n t p r o f e s s i o n a l n e e d t o k n o w a b o u t t h e p l ay er s t h a t i n t e r a c t s o m e ho w with t h e p r o v i s i o n o f t h e s e r v i c es. T h i s i s e s p e c i a l l y r e levant i n t h e t o u r i s t i c s e c t o r, e v e n i f t h e Silver s e r v i c e were e n t i r e l y p r o v i d e d b y th e o r g a n i z a t i o n. Since i t i s a h i g h ly f r a g m e n t e d i n which t he c l i e n t v a l u e s d e s t i n a ti o n o v e r t h e s e r v i c e i t self, t h e r e will a l ways e x i s t t h e p a r t i ci p a t i o n o f e x t e r n a l a ge n t s : p r o v i d e r s, m a r ket e r s o r e v e n d i r e c t l y i n v o l v e d p a r t n e rs. Businesses a s s oc i a t e am o n g t h e m f o r n u m e r o u s c a u s e s. T h e m o s t c om m o n a r e t h e f o l l o wing ones: o O p t i m i z a t i o n a n d e c o no m y o f s c al e : I t i s im p o s s i b l e f o r a s i n g le c o m p a n y t o d o e v e r y t h i n g well. O f t e n t i m e s, i t i s b e t t e r t o f o c u s o n t h e k e y e l e m e n t s o f t h e b u s i n e ss, l e a v i n g t h e o t h e r a r e a s t o o t h e r p a r t n e r s. o Risk a n d u n c e r t a i n t y r e d u c t i o n : Sometimes i t i s p o s s i b l e to c o l l a b o r a t e with d i r e c t c o m p e t i t o r s. Not a s a g l o b a l a l l i a n c e, b u t m o r e a s a c o l l a b o r a t i o n i n c e r t a i n a r e a s t o r e d u c e r i s k s. o Resources a n d a c t i vi t i es p u r c h a s i n g : I n t h i s way, t h e o r g a n i z a t i o n will b e a b l e t o s h a r e i ts r e s o u r c e s t o o b t a i n a r e t u r n, o r u t i l i z e e x te r n a l r e s o u r c e s without t h e n e e d o f h i g h i n v e s t m e n t s. I n a s i m i l a r way, i t will b e p o s s i b l e t o d r o p c e r t a i n n o n - k e y a c t i v i t i e s a n d f o c u s o n t h e m o s t p r o f i t a b l e o n e s, o r v i c e v e r s a, working to complete the serv i c e o f t h e o t h e r c o m p an y. I n t h i s a c t u a l s o c i o e c o n o m i c s c e n a r i o, t h e g l o b a l t r e n d i s t o i n c r e a s e t h i s k i n d o f r e l a t i o n s h i p s i n b u s i n e ss m o d e l s, a n d e s p e c i a l ly i n t h e t o u r i s t i c s e c t o r, a i m i n g f o r f l e x i b i l i t y a n d e f f i c i e n cy. Hence, b u s i n e s s c r e a t e a l l i a n c e s t o o p t i m i z e b u s i n e s s m o d e l s, r e d u c e r i s k s, or e v e n a c q u i r e r e s o u r c e s. T h e r e a r e f o u r d i f f e r e n t t y p e s o f a s s o c i a t i o n a m o n g b u sinesses: o Strategic a l l i a n c e s a m on g n o n - c o m p e t i t o r b u s i n e s s e s : An e x a m p l e is t h e a g r e e m e n t b e t ween a h o s t e l t h a t o f f e r s b e d a n d b r e a k f a s t a n d a n e a r b y r e s t a u r a n t t h a t o f f e r s f o o d s e r v i c e o r b r e a k f a s t c a t e r i n g, s o b o t h c a n b e n e f i t f r o m t h is.

96 o Coopetition: T h i s i s a t e r m t h a t m i x e s c o o p e r a t i o n a n d c o m p e t i t i o n, c o n s i s t i n g i n t h e e s t a bli s h m e n t o f s t r a t e g i c p ar t n e r s h i p s a m o n g c o m pe t i t o r b u s i n e s s. An e x a m p l e would b e t h e c o l l a b o r a t i o n a m o n g h o t e l s t o c o l l e c t i v e l y p r o m o t e a certain p l a c e. Beyond t h a t, t h e y c a n a l s o c o l l a bo r a t e t h r o u g h t r a n s f e r r i n g c u s t o m e r s i n c a s e s o f fu l l o c c u p a t i o n. I n t h i s way, a l t h o u g h t h o s e b u s i n e s s a r e c o m p e t i t o r s, t h e y c o l l a b o r a t e f o r t h e i r c o m m on b e n e f i t. o J o i n t Ventures: T h i s c o ll a b o r a t i o n f o r m u l a i s u sually e m p l oy e d f o r t he c r e a t i o n o f n e w b u s i n e ss e s. Returning t o t h e h o s t e l a n d r e s t a u r a n t e xample: o n e o f t h e m h a s r o o m s while t h e o t h e r h a s d i n i n g - r o o m s. A p o s s i b l e j o i n t v e n t u r e would b e t h e c r e a t i o n o f a n e w b u s i n e s s t o o p e r a t e t h e h o s t e l c a f e, c o m b i n i n g t h e k n o w - h o w of the restaurant and t h e f a c i l i t i e s o f t h e h o s te l o Client-provider r e l a t i o n s h i p s : T h e y a r e e s t a b l i s h e d s e e k i n g to g u a r a n t e e s u p p l y r e l i ab i l i t y. T h a t would b e th e c a s e, f o r ex a m p l e, o f a r e s t a u r a n t t h a t o f f e r s a c e r t a i n b r a n d o f f a i r t r a d e i n f u s i o n s, e s t a b l i s hi n g a r e l a t i o n s h i p o f t r u s t b e t ween the provider and t h e h o t e l e s t a b l i s h m e n t. Key resources Any b u s i n e s s m o d e l r e qu i r e s t h e u s e o f r e s o u r ces which a r e k e y t o c r ea t e a n d o f f e r a v a l u e p r o p o s a l with which o b t a i n i n c o m e s. Each t y p e o f s e r v i c e will r e q u i r e dif f e r e n t r e s o u r c e s. F o r e x a m p l e, a c a m p i n g r e q u i r e s a l a n d p l o t a n d c o m m o n s e r v i c e s t o pu t a t t h e ir c l i e n t s d is p o s a l, while a c u l t u r a l g u i d e will o n l y n e e d a p r o f e s s i o n a l with a good knowledge of the local heritage. Key r e s o u r c e s m a y b e p r o p e r t y o f t h e c o m p a n y, r e n t e d o r o b t a i n e d f r o m t h e i d e n t i f i e d k e y p a r t n e r s. T h e r e a r e s o m e t y p e s o f r e s o u r c e s : o Physical r e s o u r c e s : I n c l u d i n g f a c i l i t i e s, m a c h i n e r y, c o m p u t er s y s t e m s,... T h e n e e d e d r e s o u r c e s will s u r e l y be v e r y d i f f e r e n t a cc o r d ing t o t h e c a s e. F o r e x a m p l e, a t a k e a way c a t e r i n g s e r v i c e f o r s e n i o r c u s t o m e r s will r e q u i r e k i t c h e n, p r o d u c t s a n d m e a n o f t r a ns p o r t ; while i n t h e c a s e o f a h i r e d c o o k i t will be the client who provides these resources. o I n t e l l e c t u a l r e s o u r c e s : M a i n l y r e l a t e d with th e i n d u s t r i a l p r o p e r t y, c o m m e r c i a l b r a n d, intell e c t u a l p r o p e r t y r i g h t s, d a t a b a s e s, e t c. O n t h e o t h e r h a n d, i t i s v e r y i m p o r t an t t o h a n d l e t h e d a t a of t h e b u s i n e s s c l i e n t s, s i n c e t h e y r e p r e s e n t a k e y r e s o u r c e t o g e n e r a t e c r o s s - s e l l i n g a n d c l i e n t l o y al t y. o Human r e s o u r c e s : T h e y a r e e s s e n t i a l i n t h e s e r v i c e p o r t f o l i o. Beyond h a v i n g t e c h n i c a l s k i l ls t o p r o v i d e t h e s e rv i c e, t h e t e a m s h o u ld b e s p e c i f i c a l l y m o t i v a t e d a n d t r a i n e d t o s a t i s f y t h e t a r g e t c l i e n t, o f f e r s a t i s f a c t o r y e x p e r i e n c es. o Economic r e s o u r c e s : Some b u s i n e s s m o d e ls r e q u i r e f u n d s a v a i l a b i l ity o r e x t r a o r d i n a r y g u a r a n t e e s. F o r e x a m p l e, t r a v e l a g e n c i e s u s u a l l y t a ke o u t i n s u r a n c e t o o p e r a t e i n t h e m a r k e t.

97 Key activities Any c o m p a n y h a v e i t s o wn k e y a c t i v i t i e s : t h e y a r e t h e s e c r e t o f t h e b u s i n e s s a n d t h e k n o w - h o w t h a t m a k e s p o s s i b l e t o p r o v i d e a g o o d s e r v i c e. Activities m a y b e d i v i d e d i n t h e f o l l o wing categories: o Production. Production a c t i v i t i e s a r e r e l a t e d with d e s i g n, d e v e l o p m e n t a n d p r o d u c t d e l i v e r y u n d e r p a r a m e t e r s r e l a t e d with q u a n t i t y o r q u a l i t y l e v e l. T h i s k i n d o f k e y a c t i vi t ies are common in fabrication companies. o Problem s o l v i n g. T h e se a c t i v i t i e s i m p l i es p er s o n a l i z e d work, which m e a n s c o n c r e t e s o l u t i on s f o r e a c h p a r t i c u l a r c l i e n t. Services b u s i ne s s e s ( c o n s u l t a n c y, h e a l t h,... ) a r e u s u a l l y d i r e c t e d to t h i s k i n d o f ac t i v i t i e s, a n d t h e r e f o r e t h e i r m e m b e r s n e e d c o n t i n u o u s t r a i n i n g a n d a n e f f i c i e n t i n f o r m a t i o n m a n a g e m e nt i n o r d e r t o s u c c e e d i n t h e i r b u s i n e s s m o d e l o Platform/network. F i n a l l y, t h e r e a r e b u s i n e s s mo d e l s d e s i g n e d f o r t he k e y a c t i v i t i e s t o b e s u b j e c t t o a p l a t f o r m o r n e t work. T h a t would b e t h e c a s e o f c e r t a i n f r a n c h i s e s, e - c o m m e r c e o v e r ex t e r n a l p l a t f o r m s o r t e l em a t ic p a y s y s t e m s.

98 VALUE PROPOSITION. Basically, t h e v al u e p ro p o s i t i o n i s t h e r e a s on o f t h e e x i s t e n c e o f a p r o d u c t o r s e r v i c e. I t i s t h e s o l u t i on t h a t i t o f f e r s t o t h e c l i e n t s i n o r d e r t o s a t i s f y t h e i r n e e d s o r s o l v e t h e i r p r o b l e m, a n d s h o u l d b e f o c u s e d t o a s e g m e n t o f c l i e n t s o f a c e r t a i n m a r k e t ( i n t h i s c as e : senior c l i e n t s ). T h e b e st way t o a c h i e v e t h i s is t h r o u g h a c l i e n t c e n t e r e d b u s i n e ss p h i l o s o p h y a n d e m p l oy i n g Design Thinking me t h o d o l o g i e s. T h e b a s i c g u i d e l i n e s o f t h e h u m a n m i n d a r e a v o i d p a i n a n d o b t a i n p l e a s u r e, s o e v e r y t h i n g t h e o r g a n i z a t i o n c a n d o i n t h o s e w a y s will b e welcome f o r t h e u s e r s. T h i s i s t h e k e y p o i n t : i de n t i f y w h a t i s t h e m o s t i m p o r t a n t t h i n g t o d o t o a c h i e v e t h i s Prior t o s t a r t d e f i n i n g t h e v a l u e p r o p o s i t i o n, i t i s n e c e s s a r y t o f i n d a p r o b l e m which i s worth s o l v i n g. T h i s i s a p r o b l e m s t i l l n o t e n o u g h well - s o l v e d b y t h e c u r r e n t o f f e r, o r a p r o b l e m whose e xis t i n g s o l u t i o n s c o u l d b e i m p r o v e d o r o n e s t i l l n t s o l v e d. T he h a r d e r t h e p r o b l e m, t h e s t r o n g e r t h e v a l u e p r o p o s i t i o n. I n o r d e r t o f i n d a g o o d p r o b l e m t o s o l v e, i t m a y be used the unit 1 (empathize and define). O n c e l o c a t e d a s u i t a b le p r o b l e m, i t will b e n ec e s s a r y t o f i n d a s o l u t ion f o r which t h e c l i e n t s h o u l d b e will i n g t o p a y f o r. Depending o n t h e t y p e o f p r o bl e m a n d t he c u r r e n t e x i s t e n t s o l u t i o ns, i t will be needed: An a c c e p t a b l e s o l u t i o n : I f t h e r e a r e n o p r o d u c t o r s e r v i c e a b l e to s o l v e t h e p r o b l em, i t ma y b e e n o u g h t o j u s t o f f e r a f i r s t a c c ep t a b l e s o lution. F r o m t h i s p o i n t, i t c a n b e i m p r o v e d when m o re m a r k e t d e t a i l s were known. F o r e x a m p l e, i f t h e r e ar e n t y o g a / p i l a t e s ac t i v ities i n a c e r t a i n z o n e, t h e y c a n b e o f f e r e d e v e n i f t h e c o m p a n y h a s n o t e no u g h e x p e r i e n c e. A b e t t e r s o l u t i o n : I n c a s e t h e r e a r e a v a i l a b l e p r o d u c t s, t h e c o m p a n y s h o u l d c o n c e n t r a t e o n im p r o v i n g o n e o r s o m e a s p e c t s t o d i f f e r e n t i a t e f r o m c o m p e t i t o r s. I n t h e p r ev i o u s e x a m pl e, i f t h e r e a l r e a d y a r e g ym s t h a t o f f e r y o g a / p i l a t e s, i t c a n b e created an outdoors service for small groups. A c h e a p e r s o l u t i o n : S u p p o s i n g t h a t t h e c o m pa n y h a r d l y c a n i m p r o ve t h e c u r r e n t s o l u t i o n, a l o w - c o s t o n e c a n b e i n t r o d u c e d. However, t h i s i s a r i s k y s t r a t e g y, s i n ce t h e p r i c e war m a y l e ad t o b a n k r u p t c y i f g re a t e r o r g a n i z a t i o n s e n t e r t h e c o m p e t i t i o n. O n c e b o t h p r o b l em a n d s o l u t i o n s a r e d e f i n e d, th e m o s t i mp o r t a n t i s n ot t o c r e a t e a s u m m a r y o f c h a r a c t e r i stics o f b o t h, bu t t o e x plain h o w t o s o l v e t h e p ro b l e m o f t h e p o t e n t i a l c l i e n t s, m a inly b e n e f i t s p r o v i d e d a n d d i f f e r e n t i a t i o n f r o m e x i s t i n g p r o d u c t s / s e r v i c e s. I n th e y o g a / p i l a t e s ex a m p le, t h e p r o b l e m i s t h a t t h e e x i s t i n g s e r v i c e d o e s n t s a t i s f y t h e n e e d s o f t h e s e n i o r c l i e n t s, who d o n t f i n d i t a t t r a c t i v e t h e g y m s a m b i e n c e. T h e s o l u t i o n i s o f f e r i n g s o m e t h i n g m o r e s p e c i f i c f o r t h e m, b o t h l u d i c a n d h e a l t h y, u t i l i z i n g o u t d o o r s z o n es a n d working i n s m a l l g r o u p s. T h e v a l u e p r o p o s i t i o n i n t h i s c a s e i s a s f o ll o ws: Do a l u d i c a n d h e a l t h y o u td o o r a c t i v i ty a m o n g f r i e n d s. As s t a t e d b e f o r e, a v a l u e p r o p o s i t i o n d e f i n e s what t h e s e r v i c e c an d o f o r t h e c l i e n t s a n d h o w i t c a n h e l p t h e m t o s o l v e a p r o b l e m f o r which t h e y c o u l d b e willing to pay for.

99 Value Proposition Canvas T h e Value Proposition Canvas f o c u s e s o n t h e t wo m o s t i m po r t a n t b locks o f t he Business Model Canvas: Customer Segment a n d Value Proposition. F i r s t o f a l l, i t is a b o u t k n o wing y o u r c l i e n t, t h e i r h a b i t s, t h e i r p r o b lems a n d t he b e n e f i t s t h e y g e t when c o n s u m i n g y o u r p r o d uc t / s e r v i ce. Alexander O s t e r walder p r o p o s e s t o d e f i n e t h e f o l l o wing elements of each customer segment: - Customer J o b s. Reg u l a r a c t i v i t i e s r e l a t e d to y o u r p r o d u c t / s e r v i ce t h a t y o u r c u s t o m e r s a r e t r y i n g t o d o r e g u l a r l y Pains. Situations o r u n d e s i r e d c o s t s ex p e r i e nc e d b y y o u r c li e n t s when p e r f o r m i n g t h e a b o v e a c t i v i t i e s. - G a i n s. Benefits t h a t y o u r c l i e n t s e x p e c t to g e t f r o m d o i n g t h e s e a c t i v i t i e s. Second, we will fine tun e o u r p r o d u c t / s e r v i c e t o g u i d e t h e c u s t o m e r : - Pro d u c t s / s e rvices. T h o s e y o u o f f e r y o u r c l i e n t s t o h e l p t h e m with t h e a c t i v i t i e s o u t l i n e d. - Pain relieve rs. T h e way y o u s o l v e t h e p r o b l e m s o r n e e d s o f y o u r c u s t o m e r s. - G a i n c reators. T h e way y o u a r e b r i n g i n g be n e f i t s t o y o u r c u s t o me r s b a s e d o n t h e e x p e c t a t i on s o f y o u r c u s t o m e r s me n t i o n e d a b o v e. T h i s c a n v a s we h a v e s ee n i s a g o o d c o m p l e m en t t o t h e Business M o d e l Canvas, a s i t will a l l o w y o u t o f i nd t h e Product - M a r k e t F i t, s t o p p i n g o v e r what y o u r m a r k e t r e a l l y n e e d s, y o u r c u stomers. T h e Business M o d e l Canvas will h e lp y o u f i n d a b u s i n e s s m o de l t h a t is s u s t a i n a b l e a nd s c a l ab l e. Exercise 1 i n t h i s c h a p t e r is d e d i c a t e d t o working this tool.

100 MARKET. O b s e r v i n g t h e Canvas a s s e r v i c e s r o a d m a p, i t f o l l o ws t h a t s t a r t i n g f r o m a g i v e n r e s o u r c e s, c o u n t i n g wi t h e x t e r n a l c o l l a b o r a to r s a n d a d d i n g t h e work o f t h e o r g a n i z a t i o n, i t i s o b ta i n e d a v a l u e p r o p o s i ti o n which d i f f e r e n t i a t es t h e Silve r T o u r i s m s e r v i c e. T h is will m a t c h t h e e m p a t hy, d e f i n e, i d e a t i o n a n d p r o t o t y p i n g p h a s e s. T h e n e x t s t e p i s t o t e s t t h e s e r v i c e a n d, a f t e r t h a t, i m p l e m e n t i t i n t h e o r g a n i z a t i o n u s u a l a c t iv i t y. T h a t m e a n s t o p u t t h e s e r v i c e i n c o n ta c t with t h e m a r k e t. F o l l o w i n g t h e p r o c e s s, t h r e e c a n b e f o u n d t h r e e b o x e s t h a t d e f i n e t h e r e l a t i o n o f t h e o r g a n i z a t i o n with the market. 999 Customer relationship I n o r d e r t o p r o v i d e a s e r v i c e, i t i s m a n d a t o r y t o d e f i n e t h e t y p e o f r e l a t i o n t h a t i s d e s i r e d t o b e e s t a b l i s he d with e a c h k i n d o f c l i e n t. W i t h t h e r i s e o f t h e I CT, s t r i c t l y a u t o m a t i s e d r e l a t i o n s a r e g a i n i n g i m p o r t a n c e, o p e n i n g a n o p p o r t u n ity n i c h e f or s e r v i c e s o f f e r i n g a m o r e h u m a n r e l a t i o n s h i p. Clients r e l a t i o n s i n v o l ve n e w c l i e n t a t t r a c t i o n a c t i v i t i e s, l o y a l t y o f t h e a c t u a l o n e s s o they k eep us i ng the s erv i c e i n the future, or addi ti onal s al es s ti mulati on ( c ros s - s e l l i n g, c o n s u m p t i o n i n crease, etc.) I t i s p o s s i b l e t o d i s t i n g ui s h a m o n g t h e f o l l o wing client relation categories: o Personal a s s i s t a n c e : Based i n h u m a n i n t e r a c t ion, i n which t h e c l i e n t s h a v e a n i n t e r l o c u t o r t o h e l p t h e m. T h i s i s t h e t y p i c a l c o m m u n i c a t i on with c l i e n t s i n s a l e p o i n t s o r t e l e p h o n e a t t e n t i o n s e r v i c e s. o Exclusive p e r s o n a l a t t en t i o n : I s t h e c a s e i n which e a c h c l i e n t s p e ci f ic h a v e a c e r t a i n i n t e r l o cutor, e s t a b l i s h i n g a c l os e r a n d d e e p e r r e l a t i on s h i p. Examples are a personal trainer or a freelance travel agent. o Self s e r v i c e : t h i s k i n d o f c o m m u n i c a t i o n with c l i e n t s l a c ks o f a ny d i r e c t r e l a t i o n. T h e s e rv i c e p r o v i s i o n l i e s i n pu t t i n g a s e r i e s o f s e r vic e s a t t h e i r d i s p o s a l, f r o m which t h e y c a n f r e e l y c ho o s e. T h e y a r e a l s o o f f e r e d t o o l s i n o r d e r t o h e l p t h e m i n t h e i r d e c i s i o n p r oc e s s. o Automatic s e r v i c e : I t i s a s o p h i s t ic a t e d t y p e o f s e l f s e r v ic e, i n which t y p e s o f c l i e n t s a r e i d e n t i f i e d a c c o r d i n g t o t h e i r d i f f e r e n t c h a r a c t e r i s t i c s a n d p r o v i d e d u s e f u l i n f o r m a ti o n t o g u i d e t h e m d u r i n g t h e i r s e l e c t i o n. o Communities: T h i s r e l a t i o n s h i p e a s e s t h e r e l a t i o n s a m o n g u s e r s t o s h a r e e x p e r i e n c e s, while enables the company t o b e t t e r k n o w their clients. o Collective c r e a t i o n : Considered t h e m o s t e f f e c t i v e a n d u s e f u l to p r o v i d e v a l u e t o a c e r t a i n s e r v i c e, s i n c e c l i e n t s b e c o m e p a r t o f t h e o r g a n i z a t i o n a n d c o l l a bo r a t e t o d e s i g n t h e i r o w n s e r v i c e.

101 T h e m a i n t o o l f o r a n a l y z i n g s t a k e h o l d e r s i s t h e Stakeholders M a p. T h e o b j e c t i v e o f t h e Stakeholde r s M a p t o o l i s t o m a p " who 's who" i n o u r s e c t o r, i d e n t i f y i n g p o t e n t i a l s t a k e h o l d e r s t o a n a l y z e h o w t h e y c a n i n f l u e n c e o u r p r o j e c t, h o w t h e y r e l a t e t o e a c h o t h e r, o r d e t e r m i n e t h e d e g r e e o f i n f l u e n c e a m o n g a l l. But t h e r e a l l y i n t e r e s t i n g t h i n g i s t o b e a b l e t o e s t a b l i s h a c o n n e c t i o n o r s t r a t e g i c r e l a t i o n s h i p with e a c h o n e o f t h e m. T h e p r o c e s s f o r c o n d u c t i n g a g o o d s t a k e h o l d e r a n a l y s i s is s i mp l e : - I d e n t i f y s t a k e h o l d e r s. F o r t h i s y o u c a n u s e t h e s t a k e h o l d e r s m a p. - Prioritize t h e m a c c o r d i n g t o t h e i n t e r e s t a n d p o wer o f i n f l u e n c e o n y o u r p r o j e c t Understand t h e m o t i v a t i o n o f e a c h s t a k e h o l d e r i n r e l a t i o n t o y o u r p r o j e c t a n d e s t a b l i s h t he t y p e o f s t r a t e g i c r e l a t i o n s h i p f o r e a c h o f t h e m. Exercise 2 in this chapte r i s d e d i c a t e d t o working this tool. Channels Communication, d i s t r i b ut i o n a n d s a l e s c h a n n e l s p e r m i t s e s t a b l is h i n g t he c o n t a c t of o u r s e r v i c e s with c l i e n ts, r e p r e s e n t i n g c o n t a c t p o i n t s p e r f o r m i n g a n es s e n t i a l r o le i n t h e c l i e n t e x p e r i e n c e. Channels h a v e 5 d i f f e r e n t p h a s e s, a l t h o u g h n o t a l l o f t h e m m u s t b e c a r r i e d o u t : I n f o r m a t i o n : W a y s t o m a k e t h e s e r v i c e k n o wn Evaluation: Help clients to consider the proposition of value Acquisition: How can a client have access t o t h e s e r v i c e Performance: Provide a c l i e n t with the proposition of value After-sales: Service s p r o v i d e d o n c e t h e o r g a n i zation received payment Regarding types of channel types, there are numerous ones that can be d i v i d e d i n : Direct / I n d i r e c t. An e x am p l e o f d i r e c t c ha n n e l would b e s a l e a n d s e r v ic e i n - s i t u, while a n d i n d i r e c t o n e c o u l d b e a n t i c i p a t e d s a l e o f t i c k e t s t h r o ug h a n e x t e r n a l s e r v i c e. O wn / p a r t n e r - o wned. A c o u n t r y h o u s e t h a t o n ly a c c e p t s b o ok i n g t h r o ug h i t s o wn website c o u l d b e a n e x a m p l e o f o wn s e r v i c e. T h i s b u s i n e s s c o ul d u s e a n e - c o m m e r c e s i t e a s a p a r t n e r a s a n a d di t i o na l c h a n n e l, whi c h s u r e l y h a v e a b e t t e r p o s i t i o n i n g a n d a wider s e r v i c e o f f e r, g r a n t i n g a b e t t e r a c c e s s t o n e w clients in exchange f o r a c o m m i s s i o n. W h e n c o m m e r c i a l iz i n g a v a l u e p r o p o s i t i o n, i t i s e s s e n t i a l t o s u cc e e d i n s e l e c t i ng t h e b e s t c o m b i n a t i o n o f c h a n n e l s t o a p p r o a c h t h e c l i e n t p r o p e r l y. T h e o r g a n i z a t i o n s h o u l d f i n d t h e e q u i l i b r ium a m o n g d i f f e r e n t c h an n e l s s o t h e y c an b e i nt e g r a t e d i n a way that ensures a satisfactory experience for clients.

102 Customer segments Every b u s i n e s s m o d e l should b e c l i e n t - c e n t e r e d, s i n c e n o c o m p a n y c an s u r v i v e f o r t o o l o n g without t h e m. T h r o u g h s e g m e n t a ti o n, a n o r g a n i z a t i o n im p r o v e s t h e s a t i s f a c t i o n o f hi s c li e nt s o f f e r i n g t h e m s e r vi c es t h a t m e e t s t h ei r n e e ds i n a h i g h e r d e g r e e. Silver T o u r i s m h a v e i t s o wn d e f i n e d s e g m e n t a t i o n i n a c e r t a i n w a y, a l t h o u g h i t i s p o s s i b l e t o m ak e a f u r th e r s e g m e n t a t i o n t o p ro v i d e t h e s e r v i ce o f f e r with a h i g h e r c h a n c e o f s u c c e ss. Clients can be grouped in segments as long as: 1) T h e i r n e e d s r e q u i r e a n d j u s t i f y a d i f f e r e n t o f f e r o f s e r v i c e s 2) Require different channels t o r e a c h t h e m 101 3) Need a different type of r e l a t i o n s h i p 4) G e n e r a t e a d i f f e r e n t p r o f i t a b i l i t y 5) Have willingness to pay for different aspects T h e f o l l o wing kinds of segmentation may be con s i d e r e d : o M a s s m a r k e t : T h e r e is n o s e g m e n t a t i o n, d irecting t h e s e r v i c e t o gene r a l p u b l i c, with no distinctions o M a r k e t n i c h e : T h e b u s i n e s s m o d e l i s o r i e nt e d t o a s p e c i f i c a n d s p e c i a l i z e d m a r k e t s e gm e n t, a d a p t i n g p r o p o s i t i o n o f v a l e, c h a n n e l s a n d r e l a t i o n s with clients to meet the requirements of the said public. o Segmented m a r k e t : Mo d e l f o c u s e d t o d i f f e re n t m a r k e t s e g m e n t s, which present slightly different needs a problems. o Diversified m a r k e t : T h r o u g h t h i s b u s i n e s s, an o r g a n i z a t i o n s e r v e s d i f f e r e n t m a r k e t s e g m e n t s, a l t h o u g h t h e y l a c k a n y r e l a t i o n a m o n g t h e m o r h a v e s u b s t a n t i a l l y d i f f e re n t n e e d s a n d p r o b l e m s. o M u l t i l a t e r a l m a r k e t : T h is i s t h e case o f a b us iness m o d e l f oc u s e d to d i f f e r e n t m a r k e t s e g m en t s, a l l s e r v e d b y t h e same s e r v i c e. F o r e x a mp l e, a c o m p a n y t h a t o r g a n i z es a g a s t r o n o m i c f e s ti v a l n e e d s t o s u cc e e d a t t ra c t i n g p u b l i c t o t h e e v e n t, o f f e r i n g t h e m a p l e a s a n t e x p e r i e n c e. F u r t h e r m o r e, t h e r e s h a l l b e a l s o c o l l a b o r at i n g c o m p a n i e s, t a k i n g p a r t o n i t. Both p o i n t s a r e n e c e s s a r y f o r t h e b u s i ne s s m o d e l t o work. F u r t h e r i n f o r m a t i o n a b o u t m a r k e t will be provided in unit 3.

103 FINANCIAL ISSUES. Previous s e c t i o n s s h owed t h e p r o c e s s s i n c e t h e s e r v i c e i s d e f i n ed u n t i l i t i s p r o v i d e d t o c l i e n t s. I t was s t u d i e d f r o m a f e a s i b i l i t y p e r s p e c t iv e, c on s i d e r i n g t h e a v a i l a b l e r e s o u r c e s a n d t e c h n o l o g y. O n t h e o t he r h a n d, n o w i t i s t h e tim e t o s t u d y t h a t p r o c e s s f r o m a f i n a n c i a l p o i n t o f v i e w. T h e t wo b o x e s l o c a t e d a t t h e b o t t o m o f t h e Business Model Canvas are related to it: Co s t Structure and Reven u e Streams. Revenue Streams 102 I f t h e c l i e n t s a r e t h e c e n t e r o f a b u s i n e s s m o d e l, t h e i n c o m e s o u r c e s a r e i t s a r t e r i e s. A Silver T o u r i s m d e s i g n e r m u s t e s t im a t e h o w m u c h a c e r t a i n c l i e n t i s willing t o p a y f o r t h e s e r v i c e. I t d o e s n t m e a n t h a t o n l y o n e f a c t o r s h o u l d b e t a k e n i n t o a c c o u n t, s i n c e i t is p o s s i b l e t o s e gm e n t a n d s e t d i f f e r e n t p r i c es a c c o r d i n g t o t h e e m p l o y e d c h a n n e l, ty p e o f r e l a t i o n, e t c. Essentially, it is possi b le to differentiate two income sources in a busine s s m o d e l. 1. T r a n s a c t i o n s i n c o m e s, d e r i v e d f r o m c l i e n t s t i me l y p a y m e n t s 2. Recurring i n c o m e s, d e r iv e d f r o m c l i e n t s p e r i o di c p a y m e n t s i n ex c h a n ge f o r t h e p r o v i s i o n o f a v a l u e p r o p o s i t i o n ( c o m m o n i n a f t e r - s a l e s s e r v i c e s ) T h e r e a r e m a n y ways to generate incomes. The most important are the following: o Sale o f a s s e t s : s a l e s o f p r o p e r t y r i g h t s o v e r a p r o d u c t. I t i s t h e m o s t c o m m o n i n t h e c o m m e r ce sec t o r. o User f e e s : p a y m e n t o f a p r i c e f o r t h e u ti l i z a t ion o f a c e r t a i n s e r v i c e. An example would be the booking of a hotel double room for one night. o Subscription f e e : p a y me n t o f a p r i c e i n e x c h an g e f o r t h e c o n t i n u o us a c c e s s t o a s e r v i c e, r e ga r d l e s s o f t h e u s e. o L o a n / r e n t i n g / l e a s i n g : p a y m e n t o f a f e e t h a t g r a n t s e x c l u s i v e a c c ess to an asset for a limited time. A common example is home rental. o L i c e n s i n g : Sometimes, th e i n t e l l e c t u a l a u t h o r t r a n s f e r t h e r i g h t s, with s o m e r e s t r i c t i o n s, i n e x c h a n g e f o r a p a ym e n t. T h i s i s t h e c as e o f f r a n c h i s i n g, t h a t t r a n s f e r t h e i r b r a n d a n d k n o w - h o w and receive a fee. o Brokerage c o s t s : I n s o m e c a s e s, b r o k e r s c a r r y o u t o p e r a t i o n s o n b e h a l f o f t wo o r m o r e p a r t s. An e x a m p l e would b e a t r a v e l a g e n c y t h a t g a i n a c o m m i s s i o n f r o m s el l ing f l i g h t t i c k e t s I n a d d i t i o n t o t h e d i f f e r e n t ways o f g e n e r a t i n g i n c o m e s, p r i c i n g m e c h an i s m s f o r t h e Silver Tourism service should be taken into account. Pricing m e t h o d s a r e b as e d i n s t a t ic v a r i a b l e s, a c c o r d i n g t o p r o d u c t c ha r a c t e r i s t i c s ( i. e., a b a s i c a n d a p r em i u m s e r v ic e ), t h e m a rk e t t o which i t i s f o c u sed t o ( i. e., a d i s c o u n t t o r e c e n t r e t i r e e s ), o r e v e n t h e v o l u m e p u r c h a s e d p e r c l i e n t ( i. e., 4 n i g h t s + 1 n i g h t f o r f r e e ).

104 Conversely, d y n a m i c p r i c i n g m e t h o d s c h a n g e a c c o r d i n g t o t h e m a r k e t. T h u s, t h e y c a n d e p e n d o n t h e r e s u l t o f a n e g o t i a t i o n ( s e t t i n g a p r i c e a n d c o n d i t i o n s f o r e a c h c a s e ), p r o f i t m a n a g e m e n t ( a s with f l i g h t t i c k e t s, whose p r i c e v a r i e s d e p e n d i n g o n d a t e s a n d a v a i l a b l e s e at s ), r e a l - t i m e m a r k e t, o r a n a u c t i o n. 103

105 CUSTOMER JOURNEY MAP. O n c e we h a v e c o n s i d e re d a l l t h e a s p e c t s i n v o lv e d i n d e f i n i n g a b u s i n es s m o d e l, we c a n g e t a g l o b a l i de a of t h e i t i n e r a r y t h a t a customer i s f o l l o wing whe n r e c e i v i n g t h e i r Silver Tourism service. T h e Customer J o u r n e y M a p c a n b e u s e d t o h av e a v is u a l i d e a a b o u t th e s t e p s t h at y o u r c u s t o m e r g o e s t h r o u g h a s t h e y e x p e r i e nc e y o u r p r o d u c t o r s e r v i c e a n d t h e i m p a c t o f e a c h. T h i s k n o wledge will g i v e y o u i n f o r m a t i o n a b o u t t h e r e a l e x p e r i e n c e o f t h e m i n with y o u r pr o d u c t s o r s e r v i c e s, i t s n e e d s, m o t i v a t i o ns, a n d t h e r e a l c o n t a c t b e t ween you and them. 104 T wo important reasons to use Customer Journey Map: I d e n t i f y a l l t h e t o u c h p oi n t s t h a t m a k e u p t h e customers e x p e r i e n c e of y o u r p r o d u c t s o r s e r v i c e, i n o r d e r t o i m p r o v e i t a t t h e s e t o u c h p o i n t s. Understand t h e e m o t i o n a l i m p a c t t h e i n t e r a c t ions b e t ween y o u r f i n a l u s e r s a n d y o u r p r o d u c t s o r s e r v i c e s i n y o u r e x i s t i n g c u s t o m er e x p e r i e n c e. Exercise 3 in this chapte r i s d e d i c a t e d t o working this tool.

106 Reflective questions Silver p u b l i c i s c o n s i d er e d t h e t y p e o f p u b l i c with t h e l o west u s e o f I CT. I s i t a n y way t o e a s e t h e u s e o f I CT n e w c h a n n e l s o f s a l e a n d c o m m u n i cation?. How c a n b e found alternative revenue streams to finance silver services? Further information and references for learning, teaching and assessment activities 105 Business M o d e l I n n o v a ti o n i n t h e T o u r i s m a n d Experience Economy. A J o i nt Nordic Innovation and OECD Programme on Inn o v a t i v e G r e e n G r o wth. W i t h t h e p r o g r a m m e Bus i n e s s M o de l I n n o v a t i on i n T o u r i s m a n d Experi e n c e I n d u s t r i e s ( BMI T o u r i s m a n d Experience), Nordic I n n o v a t i o n a n d t h e O ECD i n i t i a t e a j o i n t c o o p e r a t ion programme. T h e p r o g r a m m e h a s t h e g o a l o f c r e a t i n g a b r o a d t e s t i n g g r o u n d f o r b u s i n e s s m o d e l i n n o v a ti o n a n d g r e e n g r o wth i n t h e t o u r i s m a n d e x p e r i e n c e i n d u s t r i e s. T h e a i m o f t h e p r o j e c t i s t o a s s e s s a t what l e v e l i n n o v a t i o n t a k e s p l a c e i n t h e T o u r i s m a n d Experi e n c e i n d u s t r y t o d a y, i n c l u d i n g g r e e n i n n o v a t i o n, a n d a s s e s s what l es s o n s could b e d r a wn f r o m ge t t i n g s p e c i f i c Nordic - O ECD c r o s s - n a t i o n a l c o m p a n y insight using the same a p p r o a c h. i s m O ECDx.pdf Social Entrepreneurshi p a n d T o u r i s m Philos o p h y a n d Practice. Ch a p t e r : Business M o d e l s f o r Social Entrepreneurship i n T o u r i s m. Editors: Pauline J. Shel don, Rober to Dan i el e. ISBN: ( Pri nt ) ( O n l i n e ) T h i s b o o k s c h a p t e r e xamines t h e b us i n e s s mo d e l c o n s t r u c t as a p os s i b l e t o o l t o a n a l y z e h o w s o ci a l e n t e r p r i s e s c r e a t e value f o r t h e i r s t a k e h o l de r s. I n p a r t i c u l a r i t i d e n t i f i e s d i f f e r e n t o p e r a t i o n a l m o d e l s a n d e x a m i n e s h o w t h e y a r e p a r t i c u l a r l y r e l e v a n t t o t o u r i s m a n d h o s p i t a l i t y. T h e c h a p t e r f i r s t r e v i e ws t h e e x t a n t l i t e r a t u r e o n b u s i n e s s m o d e l s b e f o re m o v i n g o n t o e x a m i n e t h e i r a p p l i c a b i l i t y t o s o c i al en t e r p r i s e s. Key c o m p o ne n t s o f t h e b u si n e s s mo d e l s a r e t h e n a n a l y z e d i n t h e c o n t e x t o f t o u r i s m s o c i a l e n t e r p r i s e s. T h e s e i n c l u d e t h e i d e n t i f i c a t i o n o f a v a l u e p r o p o s i t i o n, k e y r e s o u r c e s, k e y n e t works, a n d a n a n a l y s i s o f e c o n o m i c c a p i t a l, r e v e n u e s t r e a m s, c o s t s t r u c t u r e s, l e g a l s t r u c t u r e s a n d m a r k e t i ng a n d d i s t r i b u t i o n c h a nn e l s. T h e p a p e r s c o nc lusion a r g u e s f o r m o r e e x t e n s i v e u s e o f t h e b u s i n e s s m o d e l c o n s t r u c t b y t o u r i s m s o c i a l e n t r e p r e n e u r s t o h e l p t h e m b e c o m e m o r e s u c c e s s f u l a n d s u s t a i na b l e. T h i s will p r o v i d e a m o r e c o n s i s t e n t a p p r o a c h t o a n a l y z i n g i n - d e p t h c a s e

107 s t u d i e s o f t o u r i s m s o c i al e n t e r p r i s e s i n t h e f u t u r e. h t t p s : / / l i n k. s p r i n g e r. c o m/ c h a p t e r / / _5 T h e Value Creation of Social Enterprise i n T o u r i s m I n d u s t r y T h e p u r p o s e o f t h is s tu d y was t o f i n d o u t t he v a l u e c r e a t i o n o f a s o c i a l e n t e r p r i s e a n d what i s t h e a d v a n t a g e o f th e s o c i a l e n t e r p r i s e if t h e e n t r e p r e n e u r wants t o i n v e s t i n i t. Another p u r p o s e i s t o s t u d y a n d a n a l y s e t h e b e n e f i t s a n d c o mp e t i t i v e a d v a n t a g e b e tween s o c i a l e n t e r p r i s e a n d t r a d i t i o n a l b u s i n e s s. T hi s i n f o r m a t i o n was g a t he r e d f r o m l i t e r a t u r e, c o m p a n y p r o f i l e s, a n n u a l r e p o r t s, webpage a n d t h e I n t er n e t i n u n d e r s t a n d i n g th e f e w k e y f e a t u r e s o f t h i s t h e s i s which a r e e n t r e p r e n e u r s h i p, s o c i a l e n t e r p r i s e, v a l u e c h a i n f r a m e work, t h e c a s e s t u dy e x a m ple, t h e Eden Project a nd t h e a p p l i c a t i o n s o f t h e t h eo r y c o n n e c t e d with t h e Eden Project which i s a n e x i s t i n g e x a m pl e o f a s o c i a l e n t e r p r i s e i n t h e t o u r i s m i n d u s t r y. T h e r e c o m m e n d a t i o n s ma d e a s a r e s u l t o f t h i s s t u dy h a v e b e e n i m p l e m e n te d a s t h e e n t r e p r e n e u r s n o w h a v e t h e u n d e r s t a n d i n g o f t h e r e a s o n f o r e s t a b l i s h i n g t h e s o c i a l e n t e r p r i s e a nd h o w i t i s c o n t r a s t i n g t h e t r a d i t i o n a l b u s i n e s ses. I t c a n b e u n d e r s t a n d a l s o with t h e v a l u e s c r e a t ed t o c r e a t e s o c i a l e n t e rp r i s e a s a n e w b u s i n e s s i d ea s o t h e r e f o r e t h e y a r e a b l e t o m a k e t h e d e c i s i o n i f t h e y want to start up a s o c i a l e n t e r p r i s e eus.fi/b i ts tream/handl e / 10024/55387/Mel ody%20lee%2 0 T h e s i s. p d f? s e q u e n c e =1 Business m o d e ls a m o n g SMT Es: i d e n t i f y i n g a t t itudes t o e n v i r o n m e n t a l c o s t s and their implications for sustainable tourism T h i s p a p e r e x a m i n e s h o w e n v i r o n m e n t a l r e s o u r c e s a n d c o s t s f e a tu r e i n b u s i n e s s m o d e ls o f s ma l l - a n d m e d i u m - s iz e d to u r i s m e n t e r p r i s e s ( SMTEs). Several s t u d i e s h a v e p o i n t e d t o t h e g e n e r a l l y p o s i t i v e n a t u r e o f t h e r e l a t i o n s h i p b e t ween t h e e c o n o m i c a n d e nv i r o n m e n t a l p e r f o r m a n c e o f t o u r i s m f i r m s. Yet, a l t h o u g h b u s i n e s s m o d e l s a c t a s a v e c t o r b e t ween t h e s e a s p e c t s o f f i r m p e r f o r m a n c e, t h e y h a v e b e e n o v e r l o o k e d i n s u s t a i n a b l e t o u r i s m d i s c o u r s e. T h e p a p e r r e p o r t s f i n d i n g s f r o m d i s c u s s i o n g r o up s o f SMTE b u s i n e s s e s i n South W e s t England d u r i n g t h e g l o b a l e c o n o m ic d o wnturn. Environmental c o s t s a n d c os t c o nt r o l were a f f o r d e d r e l a t i v e l y l i t t l e i m p o r t a n c e i n t e rm s o f v a l u e c r e a t i o n ; conversely, t h e r e was a s t r o n g a n d p r e d i c t a b l e e m p h a s i s o n r e v e n u e g e n e r a t i o n. I n d i r e c t t a c t i c s e m e r g e d f o r d e a l i n g with g u e s t s e n v i r o n m e n t a l b e h av i o u r s which r e f l e c t e d t h i s prev ai l i ng c ommerc i al l ogi c. G reen c redenti al s were routi nel y de - e m p h a s i z e d, s o m e t i m e s r e g a r d e d a s l i a b i l i t i e s, i n a f o r m o f g r e e n h u s h i n g. Responses were f r a me d b y r e f e r e n c e t o social m e d i a a n d h o w o n l i n e r e v i e ws m a y n e g a t i v e ly i m p a c t o n f u t u r e v a l ue c a p t u r e. Conceptually, t h e b u s i n e s s m o d e l e m e r ge d a s a n i m p o r t a n t l e n s f o r u n d e r s t a n d i n g h o w e n v i r o n m e n t a l r e s o u r c es a n d c os t s were v a l ou r i z e d. T h e p a p e r h i g hl i g h ts t h e n e e d t o e n s u r e t h a t c o n t e m p o r a r y a p p r o a c h e s t o e n vi r o n m e n t al

108 m a n a g e m e n t i n SMTEs r e f l e c t t h e c u r r e n t a n d f a s t - c h a n g i n g c o n d i t i o n s t h a t f r a m e b u s i n e s s m o d e l s. Business model dynamic s i n t h e t o u r i s m i n d u s t ry T h e t o u r i s m i n d u s t r y is s u b j e c t t o c o ns t a n t c h a n g e, e s p e c i a l ly s i nc e t h e e m e r g e n c e o f t h e i n t er n e t a n d n e w I CTs c ha l l e n g e p r e v a i l i n g b u s iness m o d e l s a n d s t im u l a t e t he d e v e l o p m e n t o f n e w or g a n i z a t i o n s. T h r o u g h ou t t h e y e a r s, t h e i n c r e a s i n g on l i n e g r o wth g a v e r i s e t o a n e w b u s i n e s s m o de l o f o n l i n e t r a v e l a g e n c i e s which t h r e a t e n t r a d i t i o n a l t o u r o p e r a t o r s n o w a d a y s. T o u r i s m c o m p a n i e s a r e e x p o s e d t o a v a r i e t y o f e x t e r n a l a n d i n t e r n a l f a c t o r s, which s t i m u l a t e a c o n ti nu o u s n e e d f o r b u s i n e ss m o d e l i n n o v a t i o n s. T h e m o s t i m p o r t a n t f o r c e s c a n b e i d e n t i f i e d a s s o c i a l a n d t e c h n o l o g i c a l. 107 T h e f o r m e r d e s c r i b e s t h e c h a n g e i n c u s t o m e r b e h a v i o r i n r e g a r d t o e v e r m o r e d e m a n d i n g t r a v e ler i n t e r m s o f d e s t i n a t ions, v a l u e f o r m o n e y an d t h e o v e r a l l e x p e r i e n c e. On t h e o t h e r h a n d, t he c o n s i s t e n t d ev e l o p me n t o f t e c h n o l o g i e s a n d r e s p ec t i v e o n l i n e t r e n d r e q u i r e s c o m p a n i e s t o i n v es t i n b u s i n e s s m o d el e x p e r im e n t a t i o n s, i f t h e y wan t t o s t a y c o m p e ti t i v e i n t h e f i e r c e t r a v e l s e c t o r. Based o n t wo c a s e s t u d ies, t h i s p a p e r e x p l o r e s h o w i n c u m b e n t a n d e n t r e p r en e u r i a l f i r m s a r e a f f e c t ed b y e x t e r n a l p r es s u r e s. T h e b u s i n e s s m o d e l e v ol u t ion o f t h e a n a l y s e d f i r m s d e m o n s t r a t e t h a t o v e r t i m e t h e r e s e e m s t o b e a c o n v e r g e n c e b e t ween o n l i n e a n d t r a d i t i o n a l t r a v e l a g e n c i e s, which i n t h e l o n g r u n c a n l e a d t o a d o m i n a n t b u s i n e s s m o de l i n the future. I n n o v a t i o n in the T o u r i s m I n d u s t r y : the Case of T r i p a d v i s o r T h i s t h e s i s a n a l y z e s t h e e v o l v i n g p a t t e r n s o f b u s i n e s s m o d e l i n n o v a ti o n i n t h e t o u r i s m i n d u s t r y a f t e r t h e i n t r o d u c t i o n o f I n f o r m a t i o n T e c h n o l o g i e s, p l a c i n g p a r t i c u l a r e m p ha s i s o n t h e c a s e o f T r i pa d v i s o r.

109 2.4 External Context Analysis BUSINESS STRATEGY T h e p r o c e s s o f a n a l y z ing t h e i m p l i c a t i o n s o f e x t e r n a l c h a n g e s a n d m o d i f y i n g t he way t h a t t h e o r g a n i s a t i o n r e a c t s t o t h e m i s k n o wn a s b u s i n e s s s t r a t e g y. A g o o d u n d e r s t a n d i n g o f t h e a p p r o p r i a t e b u s i n e s s a n a l y s i s t e c h n i q u es will h e l p t h e d e s i g n e r t o c o n t r i b u te to the strategic decision-m a k i n g p r o c e s s e s. T h e p r o c e s s t o i m p l e m e n t t h i s b u s i n e s s s t r a t e g y i s a s f o l l o ws. F i r s t l y, t h e e n t r e p r e n e u r m u s t a n a l y z e t h e e x t e r n a l e n vi r o n m e n t t o i d e n t i f y t h o s e f a c t o r s t h at will h a v e s o m e l e v e l o f i m p a c t o n t h e b u s i n e s s. F o r t h i s s t e p i t c a n b e u s e d t h e PESTLE t o o l t o a n a l y z e t h e m a c r o - e n v i r o n m en t o r t h e Porter's 5 f o r c e s a n a l y si s, m o r e f o c u s e d o n t h e m ic r o - e n v i r o n m e n t. 108 Porter s five forces analysis T h i s m o d e l p r o vi d e s a f r a m e work f o r a n a l y z ing t h e l e v e l o f c o m p e ti t i o n within a s p e c i f i c i n d u s t r y, a n d s e r v e s t o d e v e l o p a bu s i n e s s s t r a t e g y. T h e Porter's f i v e f o r c e s i n c l u d e t h r e e h or i z o n t a l f o r c e s : t h r e a t o f s u b s t i t u t e p r o d u c t s, t h r e a t o f n e w c o m p e t i t o r s i n t h e i n d u stry, a n d r i v a l r y b e t ween c o m p e t i t o r s, a n d a l s o comprise t wo v e r t i c a l f o r c e s : b a r g a i n ing p o wer o f s u p p l i e r s a n d b a r g a i n i n g p o wer o f c u s t o m e r s. T h e s e 5 f o r c e s o p e r a t e i n t h e m i c r o - e n v i r o nme n t o f a n o r g a n i s a t i o n a f f e c t i n g t h e a b i l i t y o f t h i s t o s a t i s f y t h e i r c u s t o m e r s, a n d i t s profitability. F i g u r e 2 7 : A d i a g r a m o f M i c h a e l P o r t e r ' s F i v e F o r c e s b y D e n i s F a d e e v S o u r c e : W i k i m e d i a C o m m o n s ( F i l e : E l e m e n t s _ o f _ I n d u s t r y _ S t r u c t u r e. s v g ) Simultaneously, t h e e n t r e p r e n e u r m u s t a n a l y z e t h e b u s i n e s s i n t e r n a l c a p a b i l i t y t o a s s e s s i f t h e r e i s e n o u g h e l e m e n t s f o r a d a p t i n g t o t h e m a r k e t c h a n g e s. T h e G r o wth-share Matrix is a relevant tool to do this.

110 Growth-share Matrix Also k n o wn a s Product Portfolio M a t r i x o r Boston Box, t h e G r o wth - s h a r e M a t r i x i s u s e d t o a n a l y z e p r o d u c t a n d s e r v i c e l i n e s, a l t ho u g h i s a t o o l d e e p l y r e l a t e d t o t h e s t r a t e g i c m a r k e t i n g f i e ld. T h i s m e t h o d us e a 2 x 2 m a t r i x i n which t h e v e r t i c a l a x is d e f i n e s t h e m a r k e t g r o wth while t h e h o r i z o n t a l a x i s d e f i n e s t h e m a r k e t s h a r e. I n t h i s way, t h e r e a r e f o ur d i f f e r e n t s e c t o r s t o include o p t i o n s o f d e v e loping: s t a r s, q u e s t i o n m a r k s, c a s h c ows and dogs. F i g u r e 2 8 : G r o w t h - s h a r e M a t r i x 109 S o u r c e : S i l v e r T o u r i s m p r o j e c t Star s e r v i c e s s h o u ld as s u m e t h e i n v e s t m e n t p r i o r i t y, i n o r d e r t o t r y t o t u r n t h em i n t o c o w s e r v i c e s when t h e m a r k e t m a t u r e s. Si m i l a r l y, t h e c o ws will b e m i l k e d to g e n e r a t e t h e n e c e s s a r y l i q u i d i t y t o a d d r e s s n ew s t a r s. Dogs m u s t b e d i s c a r d e d f or p u r e l y e c o n o m i c r e a s on s, a l t h o u g h t h e y c a n c o n t r i b u t e t o c r e a t e s y n e r g i e s o r p r o v i d e s o c i a l b e n e f i t s. F i n a l l y, q u e s t i o n m a r k s a r e b u s i n e s s e s o p e r a t i ng with a l o w m a r k e t s h a r e i n a h i g h g r o wth m a r k e t s o t h e y h a v e p o t e n t i a l t o g a i n m a r k e t s h a r e a n d b e c o m e s t a r s, o r d e g e n e r a t e i n t o d o g s when market growth declines. O n c e t h e s e f a c t o r s h a s b e e n i d e n t i f i e d a n d v a l u e d p r o p e r l y i t will b e d e f i n e d a s t r a t e g y t o b e i m p l e m e n t e d i n o u r b u s i n e s s, u s i n g t o o l s l i k e t h e SWOT a n a l y s i s o r t h e Ansoff Matrix. Ansoff Matrix Also k n o wn a s Product/Market M a t r i x o r G r o wth Vector, t h e Ansoff M a t r i x i s u s e d t o i d e n t i f y g r o wth o p p o r t u n i t i e s i n t h e b u s i n e s s u n i t s o f a n o r g a n i s a t i on, e x p r e s s i n g p o s s i b l e c om b i n a t i o n s p r o d u c t / m a r k e t i n whi c h t h e c o m p a ny c a n e s t a b l i s h i ts f u t u r e. I t c a n e x p r e s s fo u r d i f f e r e n t g r o wth a l t e r n a t i v e s : m a r k e t p e n e tr a t i o n, m a r k e t d e v e l o p m e n t, p r o d u c t de v e l o p m e n t a n d d i v e r s i fi c a t i o n.

111 F i g u r e 2 9 : Dia g r a m s h o w i n g t h e A n s o f f M a t r i x b y J a i s o n A b e y S a b u 110 S o u r c e : W i k i m e d i a C o m m o n s ( F i l e : A n s o f f _ M a t r i x. J P G ) An e x t e r n a l a n a l y s i s wil l h e l p t h e d e s i g n e r t o d e t e r m i n e which o p p o r t u n i t i e s a n d s t r e n g t h s c a n b e ex p l o i t e d t o t a k e a dv a n t a g e a n d o b t a i n s u c c e ss f u l p r o d u c t s / s e r v i c e s, as we l l a s t o i d e n t i f y b o t h ba r r i e r s ( s o c i a l, c u l t u r a l,... ) a n d l e g a l i s s u e s which could hamp e r d e v e l o p i n g r e g u l a r t r a n s a c t i o n s.

112 PESTLE ANALYSIS. PESTLE i s a n a n a l y t i c al t o o l, o f t e n u s e d when l a u n c h i n g a n e w p r o d uct o r s e r v i c e, which c o n s i d e r s a l l e x t e r n a l f a c t o r s a n d t h e i r i m p a c t o n a l o c a t i o n, o r g a n i s a t i o n o r b u s i n e s s. Represents a n u s e f u l m e t h o d f o r u n d e r s t a n d i n g t h e e n v i r o n m e n t i n which t h e p r o d u c t / s e r v i c e i s pr o v i d e d. T h i s i s c o n s i d e r e d a s u itable methodology in the f o l l o wing cases: Planning to launch a new product or service Selling to a new region o r c o u n t r y 111 Exploring a new route t o c u r r e n t m a r k e t T h e m a i n o b j e c t i v e o f PESTLE is identifying issues that fulfill one of these criteria: t h e y a r e b e y o n d t h e c o n t r o l o f o u r o r g a n i s a t i o n t h e y will have some impa c t o n o u r o r g a n i s a t i o n T o d o t h a t i t i s n e c e s s a r y b e a ware o f t h e s p e c i f i c e x t e r n a l i t i e s a f f e c t i n g e s p e c i a l ly t h e s e n i o r t a r g e t a u d i e n c e. T h e PESTLE metho d c o m p r i s e s t h e f o l l o wing f a c t o r s : Source: Silver Tourism project Regarding the process to use the PESTLE techn i q u e, t h e p r o c e d u r e i s a s f o l l o ws: 1. L i s t k e y i s s u es t h a t a r e o u t s i d e t h e o r g a n i s a t i o n's control. 2. I d e n t i f y t h e i m p l i c a t i o n s of each issue. 3. Rate the relative importance of each issue. 4. Rate the probability of it to occur. 5. Consider the implications, i n c a s e t h a t i t e v e n t ua l l y o c c u r s.

113 Don't c o n f u s e PE STLE a n d SWOT. W h i l e SW O T i s a f l e x i b l e t o o l th a t s e e k s t o m e a s u r e a s p e c i f i c p r o p o s a l ( p r o d u c t o r s e r v i c e ), PESTL E m e a s u r e s t h e p o t e n t i a l o f a m a r k e t s i t u a t i o n, p o i n t i n g i t s m o d e a c c e ss, o f f e r e d p o t e n t i a l, a n d s o o n. Political factors O n e o f t h e e x t e r n a l f a c t o r s t o c o n s i d e r i s t h e p o l i t i c a l s p h e r e. G o v e r n m e n t s p l a y a m a j o r r o l e i n e c o n o m i c a c t i v i t y, e s p e c i a l l y r e ga r d i n g r e g u l a t i o n. Equa l l y i m p o r t a n t i s t h e p u b l i c r o l e a s a s u p p l i e r o f p u b l i c s e r v i c e s ( d i r e c t l y o r v i a p u b l i c p r o c u r e m e n t s ) t o m i t i g at e t h e d i f f i c u l t i es f a c e d b y d i s a dv a n t a g e d g r o up s, s u c h as r e t i r e d p e o p l e. Business e s n e e d t o b e a b l e t o a d d r e s s t h e c u r r e n t s i t ua t i o n, a s well a s a n t i c i p a t e t o t h e f u t u r e a d j u s t i n g t h e i r s t r a t e g i e s a c c o r d i n g l y. 112 Some issues to have in m i n d : Political s t a b i l i t y. T h e EU p r o v i d e s a f r a m e w o r k o f p o l i t i c a l s t a b i l i t y s i n c e a l l i ts m e m b e r s h a v e f r e e a n d s t r o ng l y c o n s o l i d a t e d d e m oc r a t i c s y s t e m s i n a d d i t ion t o d e v e l o p a p o l i t i c a l vi s i on s t r o n g l y o r i e n t e d t o sustain t h e welfare s t a t e, a l l o wing a n a p p r o p r i a t e b u s i n e s s c l im a t e while a voiding s o c i a l d is p a r i t i e s t h a t could c a u s e p r o b lems f or t h e t o u r i s m sector. I n t h i s r e g a r d, t h e EU becomes a g u a r a n t e e o f s e c u r i t y f o r t o u r i s t s g l o b a l l y. T a x regulatio n s. T a x r e g u l a t i o n s s i g ni f i c a n tl y a f f e c t t h e b us i n e ss world. I n t h e EU t h e r e i s a wide d i s p a r i t y o f t a x e s a n d f e e s t h a t p r o d u c e d i s t o r t i o n s i n t h e i n t e r n a l m a r k e t b e t ween regions and others. Employment l a w. L a b o r l e g i s l a t i o n i s v e r y r e l e v a n t s i n c e h u m an r e s o u r c e s a r e k e y t o t h e e f f i c i e n t d e l i v e r y o f services. T rade restrictions. T h e b i r t h o f t h e Europea n Economic Community i n v o l v e d t h e d e v e l o p m en t o f a c o m m o n m a r k e t a n d a c u s t o m s u n i o n o f a l l m e m b e r s. Regarding t he t o u r i s m s ec t o r, t h e EC T r e a t y g u a r a n t e e t o EU b u s i n e s s e s t h e f r e e d o m t o e s t a b l i s h t h e m s e lv es i n a n y o t h e r M e m b e r State, a s well a s t h e f r e e d o m t o p r o v i d e t h e i r s e r v i c e s t o t h e c o m m o n m a r k e t. T h e EU a l l o ws f r e e m o v e m e n t o f g o o d s a n d s e r v i c e s b e t ween t h e i r c o u n t r i e s, a s well a s p e o p l e i n t h e f r a m e work o f t h e Sche n g e n a r e a. 18 I n t h e t o u r i sm s e c t o r, t h e Schengen a g r e e m e n t e n t a i l s f r e e d o m a n d s e c u r i t y f o r t r a v e l l e r s, i n c l u d i n g t h o s e f r o m o u ts i d e t h e EU. Health a n d s a f e t y re q u i rements. I t i s a l s o v e r y i m p o r t a n t t he c o m p u l s o r y s oc i a l contributions t h a t s e r v e s pr i m a r i l y t o p a y t h e welfare s e r v i c e s l i k e h e al t h s y s te m, p e n s i o n s, s o c i a l a nd u n e m p l o y m e n t b e n e f i ts, Bureaucracy i s s u e s. O n e o f t h e k e y i s s u e s i n o b t a i n i n g p e r m i t s a n d l i c e n s e s is t h e b u r e a u c ra t i c a n d a d m i n is t r a t i v e f r a m e work with which w e will m e e t. 18 h t t p : / / e c. e u r o p a. e u / d g s / h o m e - a f f a i r s / w h a t - we- d o / p o l i c i e s / b o r d e r s - a n d - v i s a s / s c h e n g e n / i n d e x _ e n. h t m

114 G o v e rnment l e a d e rshi p. T h e EU i s working i n a n e w p o l i t i cal f r a m e work f o r t o u r i s m i n Europe t o a c h i e v e t h a t Europe b e c o m e s t h e world l e a d e r t o u r i s t i c d e s t i n a t i o n. 19 F u r t h e r m o r e, European p o l i c i e s " u n d e r l i n e s t h e n e e d t o i d e n t i f y t h e d i f f e r e n t g r o u p s with i n t h e c o m m u n i t y o f e l d e r l y, d e f i n i n g t h e i r m a r k e t p r e f e r e n c e s a n d n e e d s i n o r d e r t o d e v e l o p b u s i n e s s p l a n s a d j u s t e d t o e n s ur i n g t h e b e s t p o s s i b l e d e v e l o p m e n t o f a g e - f r i e n d l y t o u r i s m i n t h e EU". 20 Stability o f n e i g h b o r s. T h e s i t u a t i o n o f p o l i t i c a l s t a b i l i t y is a l so d e f i n e d b y n e i g h b o r i n g c o u n t r i e s. Phenomena s u c h a s i m m i g r a t i o n, wars, p o l i t i c a l i n s t a b il i t y, t e r ro r i s m, e t c., a f f e c t t o a g r e a t e r o r l e s s e r d e g r e e t h e t o u r i s t a c t i v i t y, e i t h e r i n t h e c o u n t r i e s o f d e s t i n a t i o n o r i n t h e c o u n t r i e s o f e m i s s i o n o f v i si t o r s. 113 Corru p t i o n l e v e l s. Closely r e l a t e d t o t h e b u r e a u c r a t i c s y s t e m, t h e p r e s e n c e o f h i g h l evels o f c o r r u p t i o n m ud d i e s t h e b u s i n es s c li m a t e, s e r i o u s l y a f f e c t i n g i t. Consumer p r o t e c t i o n l a w s. O f c o u r s e, s t r o n g l e g i s l a t i o n h a s b e en d e v e l o p e d f o r c o n s u m e r p r o t e c t i o n, s o t h a t i n a d d i t i o n t o m e e t i n g t h e i r n e e d s, we must consider e x i s t i n g l e g i s l a t i o n. Economic factors Economic e n v i r o n m e n t h a s a s i g n i f i c a n t i m p a c t o n h o w a n e n t r e p r e n e u r d o e s bus i nes s and the profi t s that c an obtai n. Thes e fac tors c an be di v i de d i nto mac ro - e c o n o m i c a l a n d m i c r o -economical. W h i l e m a cro - e c o n o m i c a l f a c t o r s d e a l with t h e m a n a g e m e n t o f d e m a n d i n t h e e c o n o m y, t h e m ic r o - e c o n o m i c a t t e n d s to t h e way i n which people spend their incomes. Some issues to have in m i n d : Economic g rowth. Econ o m i c g r o wth i s d e t e r m ined b y t h e i n c r e a s e of i n c o m e o r v a l u e o f f i n a l g o o d s a n d s e r v i c e s p ro d u c e d i n a e c o n o m y. T h u s, e c o n o m i c g r o wth o f t e n l e a d s c o u p l e d a n i m p r o v e m e n t i n t h e s t a n d a r d s o f l i v i n g o f t h e p o p u l a t i o n ( a s a whole). Ho wever, t o h a v e a c l e a r i d e a o f h o w e c o n o m i c g r o wth a f f e c t s i t i s n e e d e d h a v e i n m i n d v a r i o u s a s p e c t s such a s t h e l e v e l o f d i s t r i b u t i o n o f wealth, n e g a t i v e e x t e r n a l i t i e s t h a t o c c u r a s a r e s u l t o f g r o wth ( m a i n l y e n v i r o n m e n t a l a s p e c t s ), s e c t o r a l e c o n o m ic s t r u c t u r e, a n d s o o n. At t h e s t r a t e g i c l e v e l i t i s a l s o v e r y i m p o r t a n t t o r e c o g n i z e h o w m u c h t he t o u r i s m s ec t o r i s c y cl i c a l a n d h o w t h e e c o no m i c s l o wdown may affect it. I n f l a t i o n. I n f l a t i o n i s t h e g e n e r a l i z e d i n c r e a s e i n t h e p r i c e s o f g o o ds a n d s e r v i c e s. W e m u s t t a k e t h i s f a c t o r i n t o a c c o u n t when s e t t i n g p r i c e s, 19 C O M ( ) f i n a l - E u r o p e, t h e w o r l d ' s N o 1 t o u r i s t d e s t i n a t i o n - a n e w p o l i t i c a l f r a m e w o r k f o r t o u r i s m i n E u r o p e 20 ( / c / 0 3 ) O p i n i o n o f t h e E u r o p e a n C o m m i t t e e o f t h e R e g i o n s - A g e - f r i e n d l y t o u r i s m

115 e s p e c i a l l y i f t h e r e a r e me d i u m - o r l o n g - t e r m c o m m i t m e n t s. Cost o f l i v i n g. Also re l a t e d t o i n f l a t i o n, t h e c o s t o f l i v i n g r e f e r s t o t h e l e v e l o f c o n s u m p t i o n t ha t p e o p l e c a n a f f o r d. T h i s f a c t o r i s d e c i s i v e in t h e c a s e o f t o u r i s m s i n c e i t c a n s i g n i f i c a n t l y a f f e c t t h e d e c i s i o n b e t ween d e s t i n a t i o n s d u e t o e c o n o m i c a d v a n t a g e s f o r t h e t r a v e l e r. Exchange ra t e s. A k e y f a c t o r t o t a k e i n t o ac c ou n t i s t h e e f f e c t o f e x c h a n g e r a t e s b e t ween c u r r e n c i e s. I n t h i s s e n s e, t h e i m p l e m en t a t i o n o f t h e Euro h a s m e a n t o n t h e o n e h a n d a c c e s s t o a l a r g e s t a b l e m a r k e t, a n d o n t h e o t h e r, a c u r r e n c y t h a t i s s t r o n g e r i n re l a t i o n t o o t h e r s. 114 F i n a n c e a n d c redit. W e m u s t a l s o t a k e i n t o ac c o u n t t h e f a c i l i ti e s f or o b t a i n i n g c r e d i t, b o t h f o r o u r b u s i n e s s a n d f o r t h e f i n a n c i n g o f vis i t o r c o n s u m p t i o n t h r o u g h v ar i o u s f i n a n c i a l i n s t r u m en t s. Economic a c t i v i t y. T h e m o s t u s e d ec o n o m i c i nd i c a t o r s ( G DP o r G NP) a r e r e l a t e d t o t h e v a l u e o f t h e p r o d u c t i o n o r t h e wealth o f a c o u n t r y. I n t h e c a s e o f t o u r i s m, t h e a c cess to public goods and s e r v i c e s t h a t t h e d e s t i na t i o n c a n o f f e r, i n c l u d i n g f r o m m e a n s o f t r a n s p o r ta t i o n o r h e a l t h s e r vi c es, t o s e c u r i t y o r c ul t u r a l h e r i ta g e, a r e a p p r e c i a t e d. I n t h i s s e ns e, a h i g h e r l e vel o f wealth o r h i g h e r p r o d u c t i o n u s u a l l y e n t a i l s g r e a t e r a c c e s s t o p u b l i c g o o d s, o r t h e p r o v i s i o n o f p r i v a t e s e r v i c e s. G l o b a l i s a t i o n. T h e e c o n o m i c g l o b a l i z a t i o n i s s u p p o s i n g a h i g h i m p u l s e o f t h e t r a f f i c o f p e o p l e, b e n e f i t i n g t h e t o u r i s m s e c t o r. Social factors Socio-cultural factors involve those areas such a s s h a r e d b e l i e f a n d a t t i t u d e s o f t h e p o p u l a t i o n. T h e s e f a c to r s h a v e d i r e c t e f f ec t o n what d r i v e s c u s t ome r s. F o r t h i s r e a s o n, i n t h e f i e l d o f t o u r i s m i s i m p o r t a n t t o k n o w n o t o n l y t h e l o c a l p o p u l a t i o n b u t a l s o t h e s o c i a l a n d c u l tu r a l c h a r a c t e r i s t i c s o f th e t r a v e l e r s. Some issues to have in m i n d : L i f e s t y l e. I n t h i s s e n s e, i t i s i m p o r t a n t t o h ighlight t h e c o n c e p t of s o c i a l t o u r i sm 21. According t o BITS ( L e Bureau I n t e r n a t i o n a l d u T o u r is me Social), s o c i a l t o u r i s m i s b a s e d o n f i v e c r i t e r i a : t h e r i g h t o f t h e m a j o r i t y t o e n j o y t o u r i s m ; t h e c o n t r i b u t i o n o f s o c i a l t o u r i s m t o s o c i a l i n t e g r a t i o n ; t h e c r e a t i o n o f s u s t a i n ab l e t o u r i s m s t r u c t u r e s ; t he c o n t r i b u t i o n t o em p l oy m e n t a n d e c o n o m i c d e v e l o p me n t ; a n d t h e c o n t r i b u t i o n o f s o c i a l t o u r i s m t o g l o b a l d e v e l o p m e n t. 21( 2006/C 318/12) Opinion of the European Economic and Social Commitee on Social tourism in Europe

116 Attitudes a n d b e l i e f s. I n t h i s s e c t i o n we m u s t c o n s i d e r f r o m r e l i g i o us b e l i e f s t o t h e p r e d o m i n a n t c u l t u r a l t r a d i t i o n s o f b o t h d e s t i n a t i o n s a n d v i s i t o r s. Historical i s s u e s. T h e c u l t u r e a n d t r a d i t i o n o f t h e p e o p l e is d e t e r m i n e d i n m a n y c a ses by historical iss u e s. Demographics. W i t h i n t h e d e m o g r a p h i c s e c t i o n we m u s t c o n s i d e r t h e a g e d i s t r i b u t i o n ( e s p e c i a l l y i f we a r e t a r g e t i n g s e n i o r p e o p l e ), p o p u l a t i o n g r o wth rate, social mobility, etc. Education. W i t h i n t h e s o c i a l a s p e c t s, t h e e d u c a t i o n a l l e v e l b e c o mes e s p e c i a l l y r e l e vant a s it p r o v i d e s t h e b a s i s o n which t h e s o c i a l c a p aci t y o f the people that make up a nation is based. 115 Cross-cultu ral c o m m u n i c a t i o n. I n a way r e l a t e d t o e d u c a t i o n, i n t e r c u l t u r a l c o m m u n ic at i o n i s k ey i n t h e t o u r is m s e c t o r b ec a u s e i t al l o ws t h e v i s i t o r t o e x p e r i e n c e s a t i s f a c t i o n o f t h e k n owledge of a different culture. Employment l e v e l s. Although r e l a t e d t o t h e e c o n o m i c s p h e r e, e m p l o y m e n t l ev e l s a r e c o n s i d e r e d a s o c i a l f actor s i n c e t h e y a r e r e l a te d t o t h e p o s s i b i l i t i e s o f t h e l a r g e m a s s o f p o p u l a t i o n t o h a v e t h e c a p a c i t y o f c o n s u m p t i o n t o u s e i n to u r i s m. Technological factors T h e t e c h n o l o g i c a l i n n ov a t i o n i s t h e k e y l e v e r t h a t p r o v i d e s g r o wth an d welfare i n t h e c u r r e n t Knowledge Society. I n c r e a s e s i n p r o d u c t i v i t y a r e b ec o m i n g e x p o n e n t i al a n d i t s e e m s t h a t s o c i e t y f l o ws a t a b r e a k n e c k p a c e. T h u s, s p e c i f i c a l l y i n t h e t o u r i s m s e c t o r, t h e s e c h a n g e s a f f e c t h o w t h e o p e r a t o r s d e s i g n t h e i r p r o d u c t s a n d s e r v i c e s i nc o r p o r a t i n g n e w f o r m s o f p r o d u c t i on ( c h a n g e s i n p r o c e s s es ), i n n o v a t i ve d e s i g n s, n e w ways o f m a r k e t i n g a n d d i s t r i bu t i o n, a n d e s p e c i a l l y n e w ways o f c o m m u n i c a t i o n t o c us t o m e r s ( u s i n g I CT tools). Some issues to have in m i n d : Researc h a n d d e v e l o p m e n t. Economies t h a t i n v e s t m o r e i n R & D u s u a l l y a c h i e v e hi g h e r l e v e l s o f wealth and comp e t i t i v e n e s s. Rate o f c h a n g e. I t r e f e r s t o t h e r a t e o f r e n e w a l o f e c o n o m i c a s s e t s. F o r e x a m p l e, i f a n e c o n o m y h a s a h i g h r a t e o f c h a n g e, i t will h a v e m o r e i n n o v a t i v e e q u i pm e n t an d s e r v i c e s. But i n c a se o f l o w r a t e o f c h a n g e, i t will h a v e t h e m m o r e o b s o l e te. Production e f f i c i e n c y. Directly r e l a t e d t o i nv e s t m e n t i n R & D a n d t h e l e v e l o f i n n o v a t i o n o f s o c i e t y, e f f i c i e n c y i n t h e e c o n o m i c s y s t e m m e a n s a n i m p r o v e m e n t o f t h e o v e r a l l c o m p e t i t i v e n e ss o f t h e i n d u s t r y i n b o t h p r i c e s and quality levels. Use o f o u t s o u rcing. I n t h e c a s e o f e c o n o m ies with g r e a t e r u s e o f o u t s o u r c i n g, t h e r e i s u s u a l l y g r e a t e r f l e x i b i l i ty a n d a d a p t a t i o n t o m a r k e t c h a n g e s, i n a d d i t i o n t o g r e a t e r c o m p e t i t i v e n e s s.

117 Knowledge m a n a g e m e n t s y s t e m s. T h e i n t e n s i v e u s e o f t h e T I Cs a l l o ws t o i m p l e m e n t be t t e r m a n a g e m e n t s y s te m s t h a t c a n t r a n s l a t e i n t o i m p r o v e m e n t s o f c o m p et i t i v e n e s s a n d i m p r o v e me n t o f t h e u s e r e x p e r i e n c e. Legal factors I t i s c l e a r t h a t b u s i n e s s e s n e e d t o k n o w w h a t i s n o t l e g a l i n o r d e r t o t r a d e s u c c e s s f u l ly i n t h e m a rk e t. T h e European Union c o m p r i s e s a b r o a d s et o f c o u n t r i e s with t h e i r o wn l e g i s l a t i v e o r g a n i z a t i o n. T h i s m e a n s t h a t t h e r e i s a v e r y wide r a n g e o f r u l e s a n d r e g u l a t i o n s t h a t c a n a f f e c t v a r i o u s b u s i n e s s e s, n o t o n l y i n t h e n a t i o n a l, b u t a l s o r e g i o n a l a n d e v e n l o c a l. Nevertheless, t h e EU s e t s o u t g e n e r a l r u l e s a p p l i c a b l e t h r o u g h o u t t h e Union. 116 Some issues to have in m i n d : T a x a t i o n Employment Consumer rights and advertising laws Health and safety Regulatory bodies Environmental factors Until r e c e n t y e a r s e n v i r o n m e n t a l i s s u e s h a v e n o t s e r i o u s l y c o n c e r n e d a b o u t t h e e c o n o m i c l e a d e r s. I n re c e n t t i m e s, i s s u es s uc h a s a g r o wing s h o r t a g e o f r a w m a t e r i a l s, t h e n e e d t o r e d u c e CO2 e m i s s i o n s t o t h e a t m o s p h e r e, o r n e w e c o n o m i c t h e o r i e s t h a t i n c o r p o r a te e n v i r o n m e n t a l ex t e r n a l i t i e s t o ec o n o m i c p e r f o r m a n c e a re a s s u m i n g a n i n c r e a s i n g p u b l i c c o n c e r n a b o u t th i s t h e m e s. Some i ss u es t o h a v e i n m i n d : Energy. I n t h i s s e c t i o n we c a n i n c l u d e a c c e ss t o e n e r g y s u p p l y as well as its economic and e n v i r o n m e n t a l c o s t. W e a t h e r. Climate is a key factor in choosing a h o l i d a y d e s t i n a t i o n. Contamination. Polluti o n o f a i r o r water i s a s e r i o u s p r o b l e m c a us ed b y i n d u s t r i a l i z a t i on a n d e c o n o m i c a c t i v i t y. T h e n e w e c o n o m i c t r e n d s tr y t o c a l c u l a t e t h e e n v i r o n me n t a l c o s t s t o m i t i g a t e t h e h a r m f u l e f f e c t s t h r o u g h s p e c i f i c p o l i ci e s a n d l e gi s l a t i o n. I n f rastruc t u re. T h e a v a i l a b l e p u b l i c i n f r a s tr u c t u r e s a r e a l s o a n e n v i r o n m e n t a l f a c t o r s ince t h e y m a k e u p t h e p u b l i c u s e o f t h e s p a c e s. In t h i s s e n s e, a p u r e l y n a t u r a l s p a c e b u t t h a t d o e s n o t h a v e e a s y a c c e s s s u p p o s e s a n o b s t a c l e t o g e n e r a t e t o u r i s t a c t i v i t y.

118 Here is a suggested list of some items that serves to analyze a market: o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o Economic factors Disposable income of consumers Cost of living Inflation rates Unemployment level Interest rates Finance and available credit Foreign exchange rates International economic trends Taxation system Changes in specific fees Local economic situation Consumer and business confidence Technological factors Research and development Global technological advances Trends in technological development Replacement technology Associated technologies Access to innovations Changes in technology incentives Information technologies level Intellectual property laws Licensing practices Consumer preferences Energy uses Transportation Waste removal Environmental factors Environmental regulations Stakeholders values Population attitudes Corporate social responsibility Ecological movements Customer values Market value Political factors o Government,policies o Trading policies o Funding, grants, public initiatives o Government changes and elections o Internal political conflicts and Terrorism o Bureaucracy and Government structure o Corruption levels o Lobbying and pressure groups o Governmental leadership o Foreign pressures o Wars and external conflict Social factors o Demographics and Immigration o Ethnic factors o Education o History o Health o Consumer buying patterns o Buying access o Consumer opinions and attitudes o Mass media opinions o Lifestyle trends o Working attitude of people o Business management style o Cross-cultural communication o Ethical issues o Religious factors Legal factors o Internal market legislation o Regulatory bodies o Tourism-specific regulations o Transport-specific regulations o Competition regulation o Consumer protection o Employment laws o Environmental laws o Health and safety regulations o Trends to apply in future laws 117 T o a n a l y z e a s p e c i f i c en v i r o n m e n t i s s u g g e s t ed u s i n g o f a s h e e t l i k e th i s : Action Plan What action we must do? Or at least, how could we address these factors? Risk What is the probability level? High, medium or low Relevance What importance, impact or relevance has for us? Very high, high, medium, low, very low Time Scale Short, medium or long term? When this indicator will affect us? Description News, indicators or anything indicators that must be analyzed

119 EUROPEAN SCHEMES. A set of EU Funding sche m e s f o r t h e n e w programming period I n t h e p r e v i o u s p r o g r a mm i n g p e r i o d ( ), t h e s t r u c t u r a l f u n d s ( ERDF, E SF), t h e 7 F r a m e work Programme f o r Research a n d T e c h n o l o g i c a l Developm e n t, o r t h e Competitiveness a n d I n n o v a t i o n Programmes ( CIP) were t h e m a i n EU f u n d s s u p p o r t i n g I CT a n d t o u r i s m p r o j e c t s, with s o m e a c t i o n s a l s o b e i n g e l i g i b l e u n d e r t h e Rural d e v e l o p m e n t F u n d ( EAFRD) t h r o u g h i t s e c o n o mi c d i versification, b r o a d b a n d a n d L EADE R m e a s u r e s. 118 I n t h e n e w p r o g r a m m i n g p e r i o d ( ), EU f u n d s a n d i n s t r u m e n t s will c o n t i n u e t o s u p p o r t b o th I CT d e v e l o p m e n t a n d t o u r i s m. T h e s t r u c t u r e o f f u n d s h a s s l i g h t l y c h a n g e d f r o m t he p r e v i o u s p e r i o d. ERDF, E SF a n d EAFRD t o g e t h e r with t h e Cohesion F u n d a n d t h e M a r i t i m e a nd F i s h e r i e s F u n d a r e n o w linked u n d e r a c o m m o n European Structural a n d I n v e s t m e nt F u n d s ( ESIF) u m b r e l l a. I m p l e m e n t a t i o n r e s p o n d s t o a c o m m o n p r o v i s i o n s r e g u l a t i on with a n a n n e x e d Comm o n s t r a t e g i c f r a m e work ( CSF) which h a s d e f i n e d 1 1 t h e m a t i c o b j e c t i v e s f o r c o n c e n t ra t i o n o f t h e u s e o f EU f u n d i n g i n c o h e r e n c e with t h e EU s t r a t e g y. ERDF f u n d i n g m u s t b e c o n c e n t ra t e d o n f o u r t h e m a t i c o b j e c t i v e s, a l l f o u r o f which a r e r e l e v a n t t o t o u r i s m a n d I C T : i n n o v a t i o n a n d r e s e a r c h, d i g i t a l d e v e l o p m e n t, SME c o m p e t i t i v e n e s s a n d l o w c a r b o n e c o n o m y. Ac t i o n s t o b e f i n a n c e d u n d e r t h e f i r s t t wo o b j e c t i v e s a r e t o b e c o h e r e n t with a R e s e a r c h a nd I n n o v a t i o n Strategy f o r Smart Specialis a t i o n ( R I S3) t o b e d e f i n e d a t r e g i o n a l l e v e l. T h e RIS3 o f t e r r i t o r i e s i n which DA NTE p a r t n e r s a r e i n c l u d e d s h o u l d i n c l u d e a d i g i t a l g r o wth s e c t i o n i f p a r t n e r s wish t o f u n d I CT p r o j e c t s ( f o r b r o a d b a n d o r I CT s e r v i c e s a n d p r o d u c t s ) t h r o u g h ER DF o r EAF R D, p r e f e r a b l y m e n t i o n i n g t h e l i n k t o t o u r i s m. I n t e r r e g Europe will h e l p t o e x c h a n ge a n d i m p l em e n t g o o d p r a c t i c e s on I CT a n d t o u r i s m. ESF will e n c o u r a g e e - s k i l l s f o r workers a n d EAF RD will d e v e l o p b r o a d b a n d a n d t o u r i s t i c i n f r a s t r u c t u r e s f o r r e n e wal of villages in r u r a l a r e a s. At EU l e v e l, b u s i n e s s e s a n d e n t r e p r e n e u r s w i l l b e d i r e c t l y s u p p o r t e d t h a n k s t o COSME ( t h r o u g h g r a n t s, l o a n g u a r a n t e e f a c i l i t y a n d t h e e q u i t y f a c i l i t y f o r G r o wth) t o f o s t e r c o m p e t i t i v e n es s o f e n t e r p r i s e s, i n c l ud i n g i n t h e t o u r i s t i c s e c t o r. M o b i l i t y o f y o u n g e n t r e p r e n e u r s will b e e n c o u r a g e d t h r o u g h t h e Erasmus f o r y o u n g e n t r e p r e n e u r s p r o g r a m m e. F i n a l l y, a t EU level, two f u n d i n g s c h e m e s will directly focus on ICT: T h e Connecting Europ e F a c i l i t y will p r o v i d e s e a m l e s s c r o ss - b o r d e r p u b l i c s e r v i c e s s u c h as e Procurement, ehealth, or Open Data. T h e n e w E U Researc h p r o g r a m m e Horizon will f u n d r e s e a r c h a c t i v i t i e s, f r o m f u n d a me n t a l r e s e a r c h t o c l o s e -to- m a r k e t i n n o v a t i o n. One d e d i c a t ed work p r o g r a m m e o n I CT will f o c u s o n h o w t o i m p r o v e I CT t e c h n o log i e s a n d t h e f u t u r e i n t e r n e t t h a n k s to c l o u d d e v e l o p me n t, im p r o v e m e n t o f s o f t ware d e v e l o p m e n t o r wireless technologies.

120 Reflective questions Changes i n e x t e r n a l f ac t o r s a f f e c t s b us i n e s s es, s o m e t i m es i n u n e x pe c t e d ways. How c o u l d b e d o n e f o r e c a s t s t h a t e n a b l e s o r g a n i z a t i o n s t o a n t i c i pa t e t o t h o s e c h a n g e s a n d r e a c t a c c or d i n g l y?. Further information and references for learning, teaching and assessment activities 119 Davis, Ron ( European Parliamentary Research Service, ). O l d e r p e o p l e i n Europe: EU poli c i e s a n d p r o g r a m m e s. ( AGE Platform Europe, ) Active Senior Citizens f o r Europe: A G u ide t o t h e EU.

121 2.5 Sustainable Entrepreneurship UNDERSTANDING THE CONCEPT BEHIND TRIPLE BOTTOM LINE. T BL r e p o r t i n g i s d e f i n e d a s c o r p o r a t e c o m m u n i c a t i o n with s t a k e h o l d e r s t h a t d e s c r i b e s t h e c o m p a n y's a p p r o a c h t o m a n a g ing o n e o r m o r e o f t he e c o n o m i c, e n v i r o n m e n t a l a n d / o r s o c i a l d i m e n s i o ns o f i t s a c t i v i t i e s a n d t h r o ug h p r o v i d i n g i n f o r m a t i o n o n t h e s e d i m e n s i o n s. Considerati o n o f t h e s e t h r e e dim e n s i o n s of c o m p a n y m a n a g em e n t a n d p e r f o r m a n c e i s s om e t i m e s r e f e r r e d t o a s s u s t a i n a b i l i ty o r s u s t a i n a b l e d e v e l o pm e n t. 120 However, t h e t e r m T BL i s u s e d t h r o u g h o u t t h is b o o k l e t. I n i t s p u r e s t s e n s e, t h e c o n c e p t o f T BL r e p o r t i n g r e f e r s t o t h e p u b l i c a t i o n o f e c o n o m i c, e n v i r on m e n t a l a n d s o c i a l i n f o r m a t i o n i n an i n t e g r a t e d m a n n e r t h a t r e f l e c t s a c t i v i t i e s an d o u t c o m e s a c r o s s t h e s e t h r e e d i m en s i o n s o f a c o m p a n y 's pe r f o r m a n c e. Economic i n f o r m a t i o n g o e s b e y o n d t h e t r a d i t i o n a l m e a s u r e s c o n t a i n e d within s t a t u t o r y f i n a n c i a l r e p or t i n g t h a t i s d i r e c t e d p r i m a r i l y t o wards s h a r e h o l d e r s a n d m a n a g e m e n t. I n a T BL c o n t e x t, e c o n o m i c i n f or m a t i o n i s p r o v i d e d t o i l l u s t r a t e t h e e c o n o m i c r e l a t i o n s h i p s a n d i m p a c t s, b o t h d i r e c t a n d i n d i r e c t, t h a t t h e c o m p a n y h a s with its stakeholders and the co m m u n i t i e s i n whi c h i t o p e r a t e s. T h e c o n c e p t o f T BL doe s n o t m e a n t h a t c o m p a n i e s a r e r e q u i r e d t o m a x i m i z e r e t u r n s a c r o s s t h r e e d i m e n s i o ns o f p e r f o r m a n c e - i n te r m s o f c o r p o r a t e p e r f o r m a n c e, i t is r e c o g n i z e d t h a t f i n a n c ial p e r f o r m a n c e i s t h e pr i m a r y c o n s i d e r a t i o n i n a s s e s s i n g its b u s i n e s s s u cc e s s. F i g u r e 3 0 : I n d u s t r y S t a n d a r d - C o n c e p t o f T r i p l e B o t t o m - L i n e S o u r c e : S i l v e r T o u r i s m p r o j e c t

122 Stakeholders typically include the following groups: Shareholders and investors; Employees; Customers; Suppliers; Community; Commonwealth, State a n d L o c a l g o v e r n m e n t s ; O t h e r s t a k e h o l d e r s, i n c l u d i n g : b u s i n e s s p a r t n e r s, l o c a l a u t h o r i t i e s a n d r e g u l a t o r y b o d i e s, t r a d e u n i o n s, a n d n o n - g o v e r n m e n t a l o r g a n i z a t i o n s. I t i s i m p os s i b l e f o r a c om p a n y t o a cc o m m o d a t e t h e o f t e n - c o m p e t i n g i n te r e s t s o f a ll s t a k e h o l d e r g r o u p s i n i t s p u b l i c r e p o r t i n g. Ess e n t i a l l y t h e c o m p a ny will s e e k t o p r i o r i t i s e a m o n g t h e s e s t a k e h o l d e r g r o u p s a n d t a r g e t i t s r e p o r t i n g t o t h o s e s t a k e h o l d e r g r o u p s, a n d o n t h o s e i s s u e s m o s t critical to the company's success. 121 As T BL r e p o r t i n g d e v e l o p s, i n c r e a s e d a t t e n t i o n will b e g i v e n t o i t s r o l e a s p a r t o f a n i n t e g r a t e d c o m m u n ic a t i o n s s t r a t e g y s e ek i ng t o m e e t t h e r e q u i r e m e n t s o f k ey s t a k e h o l d e r g r o u p s - t h e d e l i v e r y o f s u c h 'sta k e h o l d e r a p p r o p r i a t e ' r e p o r t i n g i s s e e n t o p r o v i d e g r e a t er v a l u e t o t h e r e p o r t i ng c o m p a n y a n d b e t t e r c o m m u n i c a te i n f o r m a t i o n t o t h e r e s p e c t i v e s t a k e h o l d e r s t o who m t h e r e p o r t i n g i s d i r e c t e d. Briefly, t h e m a i n b e n e f i t s a s s o c i a t e d t o t h e i m p l e m e n t a t i o n o f T BL r e p o r t i n g a r e t h e f o l l o wings: o I m p r o v e d r e l a t i o n s h i p s with k e y s t a k e h o l d e r s s u c h a s e m p l o y e e s, c u s t o m e r s, i n v e s t o r s a nd s h a r e h o l d e r s. o Enhancement of reputation and brand; o Securing a 'social licens e t o o p e r a t e '; o Attraction and retention of high caliber employee s ; o I m p r o v e d a c c e s s t o i n v es t o r s ; o Reduced ri s k p r o f i l e ; o I d e n t i f i c a t i o n o f p o t e n t i a l c o s t s a v i n g s ; o I n c r e a s e d s c o p e f o r i n no v a t i o n ; o Aligning stakeholder nee d s with management focus; and o Creation of a sound basis for stakeholder dialogu e. F i g u r e 3 1 : 3 P i l l a r s o f R e l i a b l e P r o s p e r i t y S o u r c e : S i l v e r T o u r i s m p r o j e c t

123 ALIGNMENT OF THE TBL APPROACH WITH BUSINESS STRATEGY. A d i v e r s i t y o f f a c t o r s will d e t e r m i n e t h e i n i t i a l a p p r o a c h a n d p a t h f o r ward, i n c l u d i n g : O v e r a l l c o m p a n y s t r a t e g y ; T h e n a t u r e a n d f o r m o f a n y e n v i r o n m e n t a l a n d s o c i a l r e p o r t i n g t h e c o m p a n y h a s a l r e a d y u n d e r t a k e n ; Prioritisation of stakeholders' informational needs; 122 Sector specific considera t i o n s ; Company objectives in re l a t i o n t o p u b l i c r e p o r t i n g ; a n d Existing c a p a b i l i t y t o r e p o r t - r e s o u r c e a v a i l a b i l i t y, i n t e r n a l s y s t e m s, a c c e ss to data, and availability of reliable data on an ongoing basis. W h i l s t t h e i n f o r m a t i o n n e e d s a n d e x p e c t a t i o ns o f a d i v e r s e r a n g e o f s t a k e h o l d e r s c o u l d b e t a k e n i n t o a c count, c o m p a n i e s s h o u l d l i m i t t h e i r r e p o r t i n g t o i n f o r m a t i on t h a t i s r e q u i r e d b y k e y s t a k e h o l d e r s. T h e d e l i v e r y o f s u c h 'stakeholder a p p r o p r i a t e ' r e p o r t i n g i s s e e n t o p ro v i d e g r e a t e r v a l u e t o b o t h t h e r e p o r t i n g c o mp a n y a n d t he s t a k e h o l d e r s t o whom the reporting is directed. Similarly, t h e s p ec i f i c m o d e o f r e p o r t i n g a d o pt e d s h o u l d r e f l e c t t h e n a t u r e o f t h e c o m p a n y 's b u s i n e s s a c ti v i t i e s. F o r e x a m p l e, a f i n a n c i a l s e r v i c e s c o m p an y would b e e x p e c t e d t o f o c u s i t s r e p o r t i n g o n c o m m u n i ty / s o c i a l a s p e c t s, whereas a n o il r e f i n e r y would b e e x p e c t e d t o f o c u s p r i m a r i l y o n e n v i r o n m e n t a l a s p e c ts. T h a t i s n o t t o d i s m i s s t h e i m p o r ta n c e o f t h e e n v i r o n m e n t a l i m p a c t s a s s o ci a te d with t h e f i n a n c i a l s e r v i c es i n d u stry n o r t h e s o c i a l i m p a ct a s s o c i a t e d with a n o i l r e f i n e r y, b u t i s i l l u s t r a t i v e o f where allocation of resources an d e f f o r t a r e l i k e l y t o b e p r i o r i t i s e d. Critical i s s u e s f o r c o n s i d e r a t i o n i n t h e d e v e l o p m e n t a n d i m p l e m e n t a t i o n o f T BL r e p o r t i n g i n c l u d e : c l e a r d e f i n i t i o n o f t h e r o l e o f T BL r e p o r t i n g i n d r iv i n g s t r a t e g i c b u s i n e s s o b j e c t iv e s ; e s t a b l i s h m e n t o f t h e r e s o u r c e a n d c o s t r e q u i r e m e n t s ; a wareness o f a s s o c i a t e d l e g a l i m p l i c a t i o n s ; a nd u n d e r s t a n d i n g t h e r i s k s i n v o l v e d in p u b l i s h i n g T BL information. Key challenges associ a te d with implementation include: Awareness of relevant issues associ a t e d with TBL reporting; Understanding stakeholder requirements; Aligning TBL reporting with objectives and risks ; a n d Determining and measuring performance indicat o r s. I n o r d e r t o m a x i m i z e t h e b e n e f i t s a s s o c i a t e d with T BL r e p o r t i n g, d e v e l o p m e n t a n d i m p l e m e n t a t i o n o f T BL re p o r t i n g s h o u l d b e i n t eg r a t e d with o v e r a l l b u s iness strateg y a n d o b j e c t i v e s.

124 A d e c i s i o n t o m ov e t o fu l l T BL r e p o r t i n g s h o u ld n o t b e t a k e n l i g h t ly. I t m u s t h a v e s e n i o r m a n a g e m e n t e nd o r s e m e n t a n d c o mm i tm e n t, a s i t m a y h a v e m a j o r r e s o u r c e i m p l i c a t i o n s, a n d a h a l f - h e a r t e d a p p r o a c h i s l i kely t o b e worse t h a n n ot a d o p t i n g it a t a l l. Key Challenge Approach to Overcoming Key Challenge Awareness of the relevance of TBL Review of international, national and industry sector trends in TBL reporting Review of competitor activity in TBL reporting 123 Assessment of the business implications for the company Understanding key stakeholder requirements & expectations Identify stakeholders Engage in dialogue with key stakeholders Insight into stakeholder expectations Clarity in relation to objectives & risks Engage senior executives in order to gain their perspective Assess current capability to meet stakeholder expectations Determination of objectives & awareness of risks Measurement of key aspects of Triple Bottom Line performance Development of KPIs and metrics Ensure alignment with stakeholder expectations and company objectives

125 FORMS OF TBL REPORTING. T h e r e a r e a n u m b e r o f d i f f e r e n t o p t i o n s a v a i l a b l e f o r a n y c o m p a n y c o n s i d e r i n g T BL r e p o r t i n g, i n c l u d i n g : I n c l u s i o n o f e n vi r o n m e nt a l a n d s o c i a l i n f o r m a t ion within a n n u a l r e p o r t ing t o s h a r e h o l d e r s ; A separate environment report or community report; Separate environment and social reports; Combined social and env i r o n m e n t r e p o r t ; 124 F u l l T BL report; and Any other form of communication with stakeholde r s. Any o f t h e s e f o r m s o f r e p o r t i n g m a y b e p u b l i s h e d a s a r e p o r t i n g d o c u m e n t o r m a y b e m a d e p u bl i c l y av a i l a b l e o n t h e c o m p a ny website. M o s t r e p o r t ing c o m p a n i es m a k e h a r d c o p y p u b l ic a t i o n s a v a i l a b l e a n d a l s o p r o v i d e a c c e s s to t h e r e p o r t t h r o u g h t h e c o m p a n y web site. T h e a d v a n t a g e o f web - b a s e d r e p o r t i n g i s t h a t i t c a n b e k e p t u p t o d a t e o n a r e g u l a r b a s i s whereas a p u b l i shed r e p o r t b e c o m e s o u t o f d a t e o v e r t i m e. T h e f o r m e r a l s o a l l o ws e a s i e r a c c e s s t o s t a k e h o l d e r f e e d b a ck a n d t h e p o s s i b i li t y o f r e a l t i m e e n g a g e m e n t o n i s s u e s th a t h a v e c u r r e n t i m p a c t. A p o s s i b l e p r o g r e s s i o n o v e r a n u m b e r o f y e a r s f o r a c o m p a n y c h o o s i n g t o c o m m u n i c a t e T BL - r e l a t e d i n f o r m a t i o n i s s e t o u t b e l o w. 1. Brief marketing publications including newsletter s a n d b r o c h u r e s 2. I n c l u s i o n o f l i m i t e d e n v i r o n m e n t a l / s o c i a l informatio n within s t a t u t o r y r e p o r t i n g 3. Commencement o f c o ns i s t e n t a n n u a l r e p o r t i ng o n e n v i r o n m e n t a l / social i s s u e s, p r i m a r i l y d e sc r iptive in nature with minimal quantitative data 4. Publication o f s e p a r a t e e n v i r o n m e n t a n d / o r c o m m u n i t y r e p o r t s ( e m e r g e n ce o f i n d e p e n d e n t r e p o r t v e r i f i c a t i o n ) 5. Annual r e p o r t i n g b a s e d u p o n d e t a i l e d e n v i r o nm e n t a l / s o c i a l p e r f o r ma n c e d a t a with c l e a r l i n k a g e t o o b j e c t i v e s a n d o u t c o m e s. T h e r e p o r t i s p u b l i c i z e d a n d p r o vi de d t h r o u g h a r a n g e o f d i s t r i b u t i o n c h a n n e ls t o s t a k e h o l d e r s 6. I n t e g r a t i o n o f e c o n o m i c, e n v i r o n m e n t a l a n d s o c i a l p e r f o r m a n c e m e a s u r e m e n t i n t o a s i ng l e r e p o r t - T r i p l e Botto m L i n e r e p o r t i n g

126 T h i s t a b l e is a m e an s o f i n d i c a t i n g t h a t t h e r e i s n o " o n e s iz e f i t s a l l" a p p r o a c h to c o m m u n i c a t i n g T BL - r e l a t e d i n f o r m a t i o n t o s t a k e h o l d e r s. As d i s c u s s ed a b o v e, f o r c o m p a n i e s t o d e r i v e m a x i m u m v a l u e f r o m p u b l i c r e p o r t i n g, a l i g n m e n t with s t a k e h o l d e r r e q u i r e m en t s, a n d m a i n t a i n i n g t h e q u a l i t a t i v e c h a ra c t e r i s t i c s o f r e p o r t e d i n f o r m a t i o n i s c r i t i c a l. F o r s o m e c om p a n i e s, t h o s e f o r m s o f r e p o r t i n g i d e n t i f i e d i n t h e e a r l y s t a g e s o f t h e p r o g r es s i o n m a y b e m o s t s ui t a b l e f o r t h e s t a k e h o l d e r g r o u p s t o whom s u c h r e p o r t i n g i s t a r g e t e d a n d, a c c o r d i n g l y, a n y p r o g r e s s i o n t o wards f u l l T BL r e p o r t i n g i s l i k e l y t o b e i n a p p r o p r iate, a t l e a s t i n i t i a l l y. 125

127 LINKS BETWEEN TBL AND FINANCIAL REPORTING. T h e i n f o r m a t i o n c o n t a i n e d i n a T BL r e p o r t o f t e n e x a m i n e m i c r o - a s p e c t s o f p e r f o r m a n c e t h a t u n d e r l i e s s o m e o f t h e i n f o rm a t i o n i n c l u d e d i n f i n an c i a l r e p o r t s. I m p l e m e n t i n g T BL r e p o r t i n g e n a b l e s a c o m pa n y t o i d e n t i f y s p e ci f ic a s p e c t s of p e r f o r m a n c e t h a t, i f m o d i f i e d, c a n d r i v e s u p e r i o r f i n a n c i a l p e r f o r m a n c e. Besides, e n v i r o n m e n t a l a n d s o c ial r i s k s t h a t h a v e t h e capacity t o m a t e r i a l l y a f fe c t f i n a n c i al p e r f o r m a n c e c a n b e i d e n t i f i e d a n d, t h e r e f o r e, i n c l u d e d i n f i n a n c i a l r e po r t s. T BL r e p o r t s u s u a l l y c o n t a i n b o t h q u a l i t a t i v e a n d q u a n t i t a t i v e i n f o r m a t i o n, m e e t i n g t h e f o l l o wing c r i t e r i a : r e l i a b i l i t y, u s e f u l n e s s, c o n s i s t e n c y o f p r e s en t a t i o n, f u l l d i s c l o s u r e, r e p r o d u c i b l e a n d a u d i t a b i l i t y. 126 I n o r d e r t o d e v e l o p m e t r i c s t h a t p r o v i d e a m e a n i n g f u l m e a s u r e o f p e r f o r m a n c e, c o m p a n i e s m u s t i d e n t i fy t h e f a c t o r s t h a t d r i v e b u s i n e s s v a l u e a n d u n d e r s t a n d t h e s o u r c e s o f s u c h v a l u e, m a i n l y r e l a t e d t o a r e a s o f c o m p a n y i m p a c t : e c o n o m i c, e n v i r o n m e n t a l a n d s o ci a l. Performance i n d i cator s a r e d e t a i l e d f o r e a c h o f t he a s p e c t s d e t a i l e d i n t h i s T a b l e : Indicator Type Category Aspect E c o n o m i c P e r f o r m a n c e I n d i c a t o r s E n v i r o n m e n t a l P e r f o r m a n c e I n d i c a t o r s S o c i a l P e r f o r m a n c e I n d i c a t o r s D i r e c t I m p a c t s E n v i r o n m e n t a l I m p a c t s E c o n o m i c L a b o u r p r a c t i c e s a n d d e c e n t w o r k H u m a n r i g h t s S o c i e t y Customers; Suppliers; Employees; Providers of Capital; Public Sector; Materials; Energy; Water; Biodiversity; Emissions, effluents & waste; Suppliers; Products and services; Compliance; Transport; Employment; Labour management / relations; Health and safety; Training and education; Diversity and opportunity; Strategy and management; Non-discrimination; Labour / management relations; Freedom of association; Child labour; Forced labour; Disciplinary practices; Security practices; Community; Corruption; Political contributions; Competition and pricing; Customer health and safety; Products and services; T h e m a j o r s t e p s i n v o l v e d i n u n d e r t a k i n g t h e T B L r e p o r t i n g p r o c e s s a r e : p l a n n i n g f o r r e p o r t i n g, s e t t i n g t h e d ir e c t i o n f o r T BL r e p o r t i n g, i m p l e m e n t a t i o n o f TBL r e p o r t i n g s t r a t e g y a n d p u b l i c a t i o n o f T BL report. I n o r d e r f o r T BL r e p o r t i n g t o d r i v e m a x i mu m v a l u e, i t i s es s e nt i a l t h a t t h e i n f o r m a t i o n r e p o r t e d a l i g n s with b u s i n e s s s t r a t e g y a n d o b j e c t i v e s a n d a c c u r a t e l y r e f l e c t s t h e f o c u s o f company a c t i v i ty i n t h es e p a r t i c u l a r a r e a s. T hi s s e r v e s to r e i n f o r c e t h e i m p o r t a n c e o f c o m p a n i e s d e v e l op i n g i n d i c a t o r s i n a s t r u c t u r e d way t h a t r e f l e c t s t h e i r o b j e c t i v e s a n d t h e r e q u i r e m e nt s o f k e y s t a k e h o l d e r g ro u p s. Independent verifi c a t i o n o f T BL r e p o r t s i s s o u g h t b y a n i n c r e a s i n g n u m b e r o f c o m p a n i e s t o p r o vi d e as s u r a n c e a b o u t t h e r e l iability a n d i n t e g r i t y o f th e r e p o r t i n g p r o c e s s a n d t o e n h a n c e t h e c r e d i b i l i t y o f t h e r e p o r t.

128 Reflective questions How t o a l i g n t h e T BL r e s u l t s with t h e o r g a n i z a t i o n o b j e c t i v e s?. How t o p r i o r i t i z e a n d m e a s u r e t h e i m p a c t o f p e r f o r m a n c e i n d i c a t o r s i n t h e b u s i n e s s s t r a te g y?. Further information and references for learning, teaching and assessment activities O t h e r i n t e r e s t i n g r e a d s t o a s s i s t y o u i n s e g m e nt a t i o n o f t h e s i l v e r t o u r i s m a r e : 127 I n f o r m a t i o n o n m a r k e t o p p o r t u n i t i e s within Europe s Silver e c o n o m y : EPR S ( ) T h e Silver Econo m y. Retrieved on November 15, 2016 from union/pdf/active - healthy - a g e i n g / e p r s _ s i l v e r e c o. pd f G e n e r a l i n f o r m a t i o n o n m a r k e t i n g a n d p r o d u c t d e v e l o p m e n t f o r t h e s e n i o r m a r k e t : O Connor, J a f fe, Neil L u n d, Rogers ( ). M a r k e t i n g a n d Pr o d u c t Development for the senior Market. Retrieved on November 21, 2016 from oa.org/li b rary/proc eedi ngs/rec ord - O f- The-Soc i ety - O f- Ac tuari es/ /2002/january/rsa02v28n3135pd.aspx ESRI ( ). I s s e n i o r s o n e d e m o g r a p h i c g r o u p? An a n a l y s i s o f America s c h a n g i n g d e m o g r a p h i c s. - d e m o g r a p h i c s. p d f F a h y, J., & J o b b e r, D. ( ). F o u n d a t i o n s o f m a r k e t i n g : M cg r a w - Hill Education. M c Donald, M., & Dunba r, I. ( ) M a r k e t s e g m e n t a t i o n : How t o d o i t, h o w to profi t from i t. Bu tterworth - Hei nemann; 1s t edi ti on. ISBN -13: Keri n, R. ( 2008). Mark eti ng. Mc G raw - Hi l l / Irwi n ; 9th edi ti on. ISBN - 13: Kotler, P., & Kellder, L. J. ( ) M a r k e t i n g M a n a g e m e n t. Prentice Hall. I SBN-13: Segmentation Study G u i d e ( n. d. ) An E x a m p l e o f t h e Segment a t i o n, T a r g e t i n g a n d Positioning Process. segmentation - targeting - p o s i t i o n i n g - p r o c e ss/ Steina (2014). Marketing for Senior travelers. T o u r a g e. r _ Steina_T O URAGE_Marketing%20for%20seniors.pdf

129 A Quantified Triple Bottom Line (TBL) for Touri s m T h e t r a d i t i o n o f t o u r i s m b u s i n e s s e s a n d r e g i o n a l t o u r i s m i n d u s t r i e s i s t o m e a s u r e t h e i r v a l u e t o t h e h o s t c o m m u n i t y b y jobs, wages, a n d t a x r e v e n u es e v e n t h o u g h e v e r y m e m b e r o f t h a t c o m m u n i t y i s a f f e c t e d o n a d a i l y b a s i s t h r o u g h a b r o a d v a r i e t y o f i m p a c t s. T h i s a r t i c le d e m o n s t r a t e s a c o n ceptual a p p r o a c h f o r m e a s u r i n g t h e r e l a t i v e im p o r t a n ce o f t h e m a j o r di m e n s ions o f c o m m u n i t y q u a li t y o f l i fe t h a t c a n b e i n f l u e nc ed b y t h e t o u r i s m i n d u s tr y i n o r d e r t o c a l c u l a t e a n i n d i c a t i o n o f o v e r a l l i m p a c t o n t h e well - b e i n g o f c o m m u n i t y r e s i d e n t s. F u r t h e r m o r e, we h a v e f o r m u l a t e d a n e x a m p l e c o n j o i n t m o d e l t h a t v a l u e s t h i s ov e r a l l p e r f o r m a n c e i n mo n e t a r y u n i t s. 128 T h i s m o d e l i s s u c c es sfully i m p l e m e n t e d u s i ng s a m p l e s o f c o l l e g e s t u d e n t s a n d t o u r i s m i n d u s t r y p r o f e s s i o n a l s i n t h e United Sta t e s a n d Cyprus. A m o n e t a r y v e r s i o n o f t r i p l e b o t t o m l i n e i m p a c t s i s c a l c u l a t e d f o r t h e i m p a c t s o f c h a n g e s t o a s p e c i f i c h y p o t h e t i c a l t o u r i s m b u s i n e s s. Recommendation s a r e m a d e f o r t h e e x t e n s i o n a n d a p p l i c a t i o n o f t h i s a p p r oa c h t o i m p l e m e n t i n g s u stainable tourism.

130 Unit 3. Marketing Silver Tourism products and services 129

131 3.1 Market Segmentation HOW MARKET SEGMENTATION FITS IN WITH MARKETING THE STP PROCESS. M a r k e t s e g m e n t a t i o n i s c e n t r a l c o m p o n e n t o f t h e STP p r o c e s s, which r e f e r s t o t h e p r o c e s s o f ( 1 ) m a r k e t s e g m e n t a t i o n, ( 2 ) t a r g e t i n g a n d ( 3 ) p o s i t i o n i n g. T h e STP p r o c e s s i s c o n s i d e r e d a k e y concept i n t h e s t u dy a n d a p p l ic a t i o n o f m ar k e t i n g. T h i s p r o c e s s s h o ws h o w a n o r g a n i z a t i o n c h o os e s t o c o m p e t e within a p ot e n t i a l t a r g e t m a r k e t. 130 T h e f i r s t s t e p i s t o s e g m e n t t h e p o t e n t i a l t a r g e t m a r k e t i n t o s m a l l e r m a r k e t s, f o l l o wed b y a s e l ec t i o n o f o n e o r m o r e o f t h es e s m a l l e r t a r g e t m a r kets. L a s t l y, t h e c o m p a n y d e c i d es o n h ow t o p o s i t i o n t h e m s e lv es i n r e l a t i o n t o t h e c h os e n m a r k e t s. T h i s p r o c e s s l e a d s t o t h e d e v e l o p m e n t a n d i m p l e m e n t a t i o n o f a n a p p r o p r i a t e m a r k e t i n g m i x. F i g u r e 3 2 : O v e r v i e w o f t h e p o s i t i o n o f t h e S T P p r o c e s s The STP process Segmentation Targeting Positioning The Marketing Mix S o u r c e : w w w. s e g m e n t a t i o n s t u d y g u i d e. c o m ( n. d. ) I n s h o r t, m a r k e t s e g m e n t a t i o n c a n b e d e f i n e d a s : The process of splitting a market into smaller groups with similar product needs or identifiable characteristics, for the purpose of selecting appropriate target markets. T a r g e t m a r k e t i n g ( t a r g e t m a r k e t s e l e c t i o n ) c an b e d e f i n e d a s : An or g a n i z a t i o n s p r o a c t i v e s e l e c t i o n o f a s u i t a b l e m a r k e t s e g m e nt ( o r s e g m e n t s ) with t h e i n t e n t i o n o f h e a v i l y f o c u si n g t h e f i rm s m a r k e t i n g o f f e r s an d a c t i v i t i e s t o wards th i s g r o u p o f r e l a t e d c u s t o m e r s. Positioning r e f e r s t o : T h e t a r g e t m a r k e t s p e r c e p t i o n o f t h e p r o d u c t s k e y b e n e f i t s and features, relative to the offerings of competitive products. T h e STP p r o c e s s c a n be b r o k e n d o wn i n sm a l ler s t e p s t h a t s h o u ld b e u n d e r s t o o d b y t h e s t u d e n t a n d i s r e f e r r e d t o a s T h e F u l l STP Process M o d e l. T h i s m o d e l d o e s n o t o n l y c o v e r s t e p 3 a n d 4 o f t h e m a r k e t i n g p l a n b u t a l s o i n c l u d e s s t e p 5 ( T h e M a r k e t i n g M i x ) a n d s t ep 6 ( M o n i t o r i n g a n d Reviewing). I n t h i s l e a r n i n g e l e m e n t h o wever, we only cover step 3 and 4 as earlier mentioned.

132 F i g u r e 3 3 : T h e f u l l m a r k e t S T P p r o c e s s 131 S o u r c e : w w w. m a r k e t i n g s t u d y g u i d e. c o m ( n. d. )

133 THE DEFINITION AND BENEFITS OF MARKET SEGMENTATION M a r k e t s e g m e n t a t i o n is t h e p r o c e s s o f i d e n t i f y ing i n d i v i d u a l s o r o r g a n iz a t i o n s with s i m i l a r c h a r a c t e r i s t i cs t h a t h a v e s i g n i f i c a n t i mp l i c a t i o n s f o r t h e d e t e r m i n a t i o n o f a m a r k e t i n g s t r a t e g y ( J o b b e r & Fahy, 2012). M a r k e t s e g m e n t a t i o n i s t h e p r o c e s s o f s p l i t t i n g c u s t o m e r s, o r p o t e n t i a l c u s t o m e r s, i n a m a r k e t into d i f f e re n t g r o u p s o r s e g m e n ts, within which c u s t ome r s s h a r e a s i m i l a r l e v e l o f i n t e r e s t i n t h e s a m e o r c o m p a r a b l e, s e t o f n e e d s s a t i s f i e d b y a d i s t i n c t m a r k e t i n g p r o p os i t i o n ( M c Donald & Du n b a r, ). 132 M a r k e t s e g m e n t a t i o n involves a g g r e g a t i n g p r o s p e c t i v e b u y e rs i n t o gr o u p s t h a t ( 1) h a v e c o m m o n n e e d s a n d ( 2 ) will r e s p o n d s i m i l a r l y t o a m a r k e t a c t i o n ( Kerin, ). All t h r e e d e f i n i t i o n s h ighlight t h a t m a r k e t s e gm e n t a t i o n d i v i d e s t h e whole m a r k e t i n t o a n u m b e r o f s m a l l er m a r k e t s which h av e t he s a m e f e a t u r e s. Anothe r i n d i c a t i on t h e y a g r e e o n i s t h a t m a r k e t s e g m e n t a t i o n is a s t e p i n t h e p r o c e s s o f i d e n t i f y i n g a n d e v a l u a t i n g p o t e n t i a l t a r g e t m a r k e t s ( s e e m a r k e t i n g p l a n s t e p 4 : m a r k e t i d e n t i f i c a t i o n ), which c an b e a c h i e v e d b y b r e a ki n g t h e m a r k e t i n t o sm al l e r, r e l a t e d g r o u p s o f c o n s u m e r s. I n o r d e r t o s u c c e s s f u ll y m a r k e t a p r o d u c t o r s e r v i c e o f a c e r t a i n b u s i n e s s, k n o wledge i s n e e d e d o n t h e p r o f i l e o f t h a t b u s i n e s s p o t e n t i a l t a r g e t m a r k e t. T h e s t u d e n t g a i n e d t h i s k n owledge in Unit 1. And why n o t j u s t m a r k e t t o t h e c o m p l e t e po t e n t i a l m a r k e t? T h e r e a r e s e v e r a l r e a s o n s a n d b e n e f i t s a r e, s u c h a s : Better matching of customer needs. Enhanced pr o f i t a b i l i t y. Enhanced opportunities for growth. I m p r o v e d c u s t o m e r r e t e n t i o n. M o r e e f f e c t i v e t a r g e t i n g o f c o m m u n i c a t i o n s. O p p o r t u n i t i e s f o r s e g m en t d o m i n a n c e.

134 SEGMENTING CONSUMER MARKETS According t o J o b b e r a n d F a h y ( ) c o n s u m e r m a r k e t s c a n b e s e g m e n t e d i n t o t h r e e m a i n g r o u p s : Behavioural s e g m e n t a t ion i d e n t i f y d i f f e r e n ces i n b e h a v i o u r t h a t a f f e c t m a r k e t i n g d e c i s i o n s Psychographic segme n t a t i o n g r o u p i n g o f p e op l e a c c o r d i n g t o t h e i r l i fe s t y le a n d p e r s o n a l i t y c h a r a c te r i s t i c s Profile s e g m e n t a t i o n - g r o u p i n g o f p e o p l e i n te r m s o f p r o f i l e v a r i a bl es s u c h a s a g e a n d s o c i o e c o n om i c g r o u p 133 Behavioural Psychographic Profile Benefits sought Lifestyle Demographic Purchase occasion Personality Socio -economic Purchase behaviour Geographic Usage Perceptions and beliefs S o u r c e : C u s t o m e r s e g m e n t a t i o n ( F a h y & J o b b e r, ) All t h r e e s e g m e n t s, b e h a v i o u r a l, p s y c h o g r a p h ic a n d p r o f i l e, c o n t a i n a n u m b e r o f s e g m e n t a t i o n c r i t e r i a i n o r d e r t o s p e c i f y t h e s e g m e n t a t i o n p r o c e s s f u r t h e r. CRITERIA DESC RIPTIO N Behavioural segmen t a t i o n Benefits sough t Purchase occasion Purchase behaviou r Usage T h e g r o u p i n g o f p e o p l e b a s e d o n d i f f e r e n t b e n e f i t s t h e y s e e k f r o m a p r o d u c t. T h e u n d e r s t a n d i n g o f why p e o p l e b u y i n a m a r k e t, a n d c a n a i d t h e i d e n t i f i c a t i o n o f o p p o r t u n i t i e s. Examples: d e s t i n a t i o n is wheelchair a c c e s s i b l e, d e s t i n a t i o n i s q u i e t a n d r e a c h a b l e within half a day. During which m o m e n t is t h e p u r c h a s e g o i n g t o b e m a d e a n d c o n s u m e d. Examples: s e a s o n a l i t y o f s e n i o r t r i p, o f f l i n e / o n l i n e p u r c h a s e p o s s i b i l i t i e s. I n d i c a t i n g what b r a n d s p e o p l e b u y, whether t h e y s t i c k t o o n e b r a n d o r a l ways buy different ones. Examples: customers loy a l t y s t a t u s. Segment consumer on the basis of how often they buy. Examples: consumers can be heavy, light or non - u s e r s. Perceptions b e l i e f s a n d G r o u p i n g p e o p l e b a s e d o n t h e i r p e r c e p t i o n s a n d b e l i e f s. Examples: religious, env i r o n m e n t a l i s t s.

135 Psychographic se g m e n t a t i o n L i f e s t y l e Personality Profile segmenta t i o n Demographic Socio-economic G e o g raphic G r o u p i n g o f p e o p l e a c c o r d i n g t o t h e i r p a t t e r n o f l i v i n g a s e x p r e s s e d i n t h e i r a c t i v ities, interests and opinions. Examples: hardworking, resigned, explorer, mainstreamer. G r o u p i n g o f p e o p l e b a sed on their personality trai t s. Examples: wise, logical, d i g n i f i e d, o p t i m i s t i c. G r o u p i n g o f p e o p l e a c cording to demographic variables. Examples: age, gender, marital status, family composition. Segmenting a c c o r d i n g t o which c l a s s c o n s u m e r s b e l o n g. Primarily g r o u p i n g i s ba s e d o n t h e i r o cc u p a t i on, b u t i t a l s o h e l p s t o u n d e r s t a n d which media they use. Examples: u n e m p l o y e d ( l o west g r o u p ), c o m p a n y d i r e c t o r ( h i g h e s t g r o u p ). At b a s i c l e v e l c o n s um e r s c a n b e s e g m e n te d b a s e d o n c o u n t r y, r e g i o n s within a c o u n t r y o r c i t y s i z e. However, m o r e p o p u l a r way o f s e g m e n t i n g b e c a m e g e o - d e m o g r a p h i c s ( t h e p r o c e s s o f g r o u p i n g h o u s e h o l d s i n t o g e o g r a p h i c c l u s t e r s b a s e d o n i n f o r m a t i o n s u c h a s t y p e o f a c c o m m o d a t i o n, o c c u pa t i o n, n u m b e r a n d a g e o f c h i l d r e n, and ethnic background). 134 S o u r c e : J o b b e r & F a h y ( )

136 HOW TO SEGMENT SILVER TOURISM MARKETS - EXAMPLES. Based o n r e s e a r c h i t i s p o s s i b l e t o g i v e e xamples o n h o w t h e Sil v e r T o u r i s t c o n s u m e r m a r k e t c o u l d b e s e g m e n t e d. As a Sil v e r T o u r i s m e x p e r t, t h e s e e x a m p l es c a n b e u s e d b y y o u r b us i n e s s, b u t n o n e o f t h e e x a m p l e s a r e f i n a l. Always k e e p in m i n d t h a t e v e r y p r o d u c t a n d s e r v ic e r e q u i r e s a d i f f e r e n t f o r m a n d d i f fe r e n t c r i t e r i a when segmenting the potential market. According t o a s t u d y b y t h e l a r g e s t h o t e l, t o u r i s m a n d l e i s u r e c o n s u l t i n g c o m p a n y Horwath HTL, t h e e m e r g e n c e o f Silver - Hair T o u r i s t i s t h e n u m b e r 1 t r e n d t h a t i s a n d will b e s h a p i n g t h e t o u r i s m d e m a n d i n t h e m i d - a n d l o n g - t e r m. T h i s s i g n i f i c a n t t o u r i s t s e g m e n t h a s s pe c i f i c d e s i r e s a n d n e e ds i n t e r m s o f c u s t om i z at i o n, s e r v i ce c o n s u m p t i o n, s e c u r i t y a n d d e s i r e d p r o d u c t s. T h e o n l y d e m o g r a p h i c v a r i a b l e t h e y c e r t a i n l y s h a r e i s a g e. However, a s we h a v e no w a l r e a d y l e a r n e d, t h e s i l v e r t o u r is t c a n a g e f r o m 5 0 y e a r s o n wards which m a k e s t h e t a r g e t g r o u p e x t r e m e l y v a r i e d. As p a r t n e r s i n Silver SUD O E p r o j e c t f o u n d i n t he Healthy People, Healthy Economy handbook, in case only age is considered, market is usually divided into four g r o u p i n g s with following characteristics: y e a r s o l d - o f t en s t i l l a c t i v e a t t h e h e ight o f t h e i r c a r e e r, b u t with l i t t l e t i m e a v a i l a b l e ; y e a r s o l d - o u t o f d e b t, i n t h e g o l d e n a g e o f d i s p o s a b l e i nc om e ; o f t e n r e t i r e d t h e y i n v e s t i n t h e i r f r e e t i m e a n d v o l u n t a r y a c t i o n s ; y e a r s o l d - t h ei r a b i l i t y a n d d es i r e t o s p e n d a r e d i m i n is h i n g a n d t h e y s t a r t t o h a v e t h e i r f i r s t s i g n s o f l o s s o f a u t o n om y ; y e a r s o l d - a h i g h p r o p o r t i o n o f t h e m a r e d e p e n d a n t a n d h a v e lost s o m e a u t o n o m y ; r e v e n u e s a nd a c t i v i t i e s a r e r e d u c e d. Dr. Aija v a n d e r Steina ( ), r e s e a r c h e r a n d h e a d o f t h e Scientific I n s t i t u t e o f Economics a n d M a n a g e m e n t a t t h e University o f L a t v i a g a v e s e v e r a l e x a m p l e s o f s e n i o r t o u r i s m s e g m e n ta t i o n b a s e d o n a g e, s eg m e n t s i z e, i n c o m e l e vel, h o u s e h o ld s i z e, l i f e s t y l e a n d t h e d e m a n d f o r m e d i c a l & wellness p r o d u c t s. She n a m e d as e x a m p l e s o f s e n i o r s e g m e n t s i n m a r k e t i n g a l i s t o f t h e f o l l o w i n g e x i s t i n g s e g m e n t s : , 6 0 +, O l d i e s, G o l d i e s o r G o l d m a r k e t, Selpies (Second life people), W o o p i e s ( W e l l o f o l d e r p e o p l e ), Yollies ( Young o l d l e i s u r e d p e o p l e ), W o l l i e s ( W e l l i n c o m e o l d l e i s u r e p e o p l e ), G r a m p i e s ( G r o wing r e t i r e d a c t i v e m o n e y e d p e o p l e i n a n e x c e l l e n t s t a t e ), M a t u r e c o n s u m e r s,

137 G r e y wave, M i d a g e r s, Busy Fit oldies, M a s t e r c o n s u m e r s. M o s t o f t h e s e e x a m p l e s a r e n o t j u s t m a r k e t s e g m e n t a t i o n b u t a l s o i n c l u d e f o r m s o f p o s i t i o n i n g a n d b r a n d i ng b y g i v i n g a m a r k e t s eg m e n t a c a t c hy n a m e. M o r e o n t h at i n t h e p o s i t i o n i n g a n d br a n d i n g e l e m e n t s o f t h i s unit. She a l s o s e g m e n t e d t he s e n i o r m a r k e t i n t o f ou r d i s t i n g u i s h a b l e g r o up s, b a s e d o n t h e i r l i f e s t y l e s : Hardworking a n d h o m e o r i e n t e d ( 3 1 % o f s e n i o r m a r k e t ) : Self - s a t i s f i e d, s c e p t i c a l, d o n o t l i k e n ew t h i n g s. Personal secur i t y i s v e r y im p o r t a n t. Very o f t e n i s o l a t e t h e m s e l v e s f r o m o t h e r s. 136 Security a n d t o g e t h e r n es s o r i e n t e d ( 2 9 % o f s e ni o r m a r k e t ) : Critical a t t itude. Do a l l a c t i v i t i e s v e r y s e r i o us l y a n d d i s c i p li n e d. Are not spontaneous. Resigned a n d r e s e r v e d ( 1 5 % o f s e n i o r m a r k e t ) : L i k e g a r d e n i n g a n d h o u s e work. Are pessimistic, often als o l o n e l y a n d r e s i g n e d. Security is very importan t. Active a n d y o u t h f u l s en i o r s ( 2 5 % o f s e n i o r m a r k e t ) : Active l e i s u r e t i m e. Are i n t e r e s t e d i n c u l t u r e a nd l i k e t o d i s c ov e r n e w t h i n g s. T a k e r e s p o n s i b il ity, e n j o y l i f e a n d s e e k f o r k n o wledge. Based o n t h e s e f o u r t y p o l o g i e s, a m a r k e t e r c o u l d c o n c l u d e t o t a r g e t t h e g r o u p o f a c t i v e a n d y o u t h f u l s e n i o r s. T h i s g r o u p i s e a s i l y a s s e s s ab l e a n d i s u p f o r n e w p r o d u c t s, s e r v i c e s a n d e x p e r i e n c e s. Although, a s a m a r k e t e r y o u h a ve t o k e e p in m i n d t h a t t h i s g r o u p o f s e n i o r s i s t h e m o s t l ik e l y t o b e t a r g e t e d b y c o m p e t i t i o n. T h e r e f o r e s o m e t i m e s i t i s b e t t e r t o t a r g e t a l e ss c o m p e t i t i ve s e g m e n t, e v e n t h o u g h t h e e f f o r t o f s u c c e s s f u l l y m a r k e t i n g a p r o d u c t o r s e r v i c e t o t h e s e s e g m e n t s c a n b e h a r d e r. F o r e x a m p l e wh e n y o u want t o m a r k e t a h o l i d a y t o t h e s e g m e n t o f s e c u r i t y a n d t o g e t h e r n e s s o r i e nt e d s e n i o r s ( 2 9 % o f sen i o r m a r k e t ), a s t r u c tu r e d h o l i d ay with a d e t a i l e d d a y - to- d a y p r o g r a m m i g h t work. Also t h e p o s s i b i l i t y t o c u s t o m i z e a h o l i d a y p a c k a g e t o t h e n e e d s o f t h i s g r o u p i n o r d e r t o d e a l with t h e l a c k o f s p o n t a n e i t y c o u l d b e a p e r c e i v e d b e n e f i t. Another p e r c e i v e d b e n e f i t f o r t h i s g r o u p i s t o o f f e r a h o l i d a y t o a l o c a t i o n t h e y a l r e a d y ha v e b e e n t o. Dr. Steina a l s o p o i n t e d o u t t h r e e p o s s i b l e l i f es t y l e s o f T h e s e segmentations a r e b a s e d o n t h e f u t u r e g r o wth of the senior market segment. Silverpreneurs : Professiona l s, a c t i v e, n e w p r o j ec t s, n e w t e c h n o l o g i es. L i k e n e w and i n n o v a t i v e p r o d u c t s. Do not believe in advertising. Super-grannies: Self - c o n f i d e n t, s o c i a l a n d c u l tu r e o r i e n t e d l a d i e s ( ) t a k i n g c a r e o f f a m i l y a n d t h em s e l v e s. L i ke f a s h i o n, t r a v e l a n d s h o p p i n g. I mp o r t a n t i s v a l u e f o r m o n e y t h e y s pe n d. G r e y - h o p p e r : Real c h a n g e s i n l i f e s t y l e a n d ne w a c t i v i t i e s. Keep t h e m s e l v e s i n g o o d m e n t a l a n d p h y s i c a l h e a l t h. L i k e s p o r t a c t i v i t i e s o f y o u n g p e op l e. Very i m p o r t a n t i s h e a l t h y a n d e c o - food.

138 Another e x a m p l e o f Senior s e g m e n t a t i o n was d o n e b y ESRI ( ) a s p a r t o f a n a n a l y s i s o f America s changing d e m o g r a p h i c s. T h e r e s e a r c h o b j e c t i v e was t o f i n d o u t whether s e n i o r s can b e s e e n a s on e d em o g r a p h i c g r o u p. After f i n d i n g m a n y d i f f e r e n c e s i n n o t j u s t s i m p l e g e o - d e m o g r a p h i c s s u c h a s a g e a n d r e g i o n b u t r a t h e r a v a r i e t y o f d i s t i n g u i s ha b l e l i f e s t y l es, t h e y c l as s i f i e d t h e s e n i o r p o p ul a t i o n o f t he United States of Americ a i n n i n e l i f e s t y l e s e g me n t s : Prosperous Empty Neste r s : Active, a f f l u e n t m a r r i e d c o u p l e s with n o c h i l d r e n a t hom e, t r a n s i t i o n i n g f r o m c h i l d - r e a r i n g t o r e t i r e m e n t ; f o u n d t h r o u g h o u t t h e United States, with man y l o c a t e d o n e a c h o f t h e c o a s t s. Silver a n d G o l d : W e a l t h y, e d u c a t e d s e ni o r s r e t i r e d f r o m p r o f e s s i o n a l o c c u p a t i o n s, h a l f o f who s e h o u s e h o l d s c o n s i s t o f m a r r i e d c o u p l e s who v e n e v e r h a d c h i l d r e n ; m o r e t h a n 6 0 p e r c e n t l o c a t e d i n th e South, m a i n l y i n F l or i d a, a n d 25 p e r c e n t i n t h e W e s t, p r i m a r i l y i n California and Arizona. 137 Rustbelt Retirees: M a r r i e d c o u p l e s with n o c h il d r e n, o r s i n g l e s c o n t en t t o s t a y p u t i n Rustbelt i n d u s t r i a l c i t i e s ; 6 7 p e r c e n t l o c a t e d i n t h e North e a s t a n d M i d west. Retirement Communities: O l d e r, e d u c a t e d s i ng l e s who l i v e a l o n e i n m u l t i u n it b u i l d i n g s o r a s si s t e d - l i vi n g f a c i l i t i e s ; f o u n d m o stly in c i t i es s c a t t e r e d a ro u n d t h e United States. T h e Elders: Retirees i n s e n i o r c o mm u n i t i e s, pr i m a r i l y i n F l o r i d a, Arizona, a n d California. Senior Sun Seekers: F a s t - g r o wing m a r k e t o f r e t i r e d o r s o o n - to- r e t i r e r e s i d e n ts i n t h e South and West, especially in Florida. Heartland Communities: Small - t o wn n e i g h b o u r h o o d s with a c o u n t r y l i fe s t y l e in t h e M i d west and South. Simple Living: Lower - i n c o m e s e n i o r s who rent in US urban outskirts or s u b u r b s. Social Security Set: Se n i o r s s u b s i s t i n g o n v e ry l o w f i x e d i n c o m e s i n l o w - r e n t a p a r t m e n t s i n h i g h r i s e b u i l d i n g s i n l a r g e c i t i e s. As we h a v e s e e n, t h e r e a r e v a r i o u s p o s s i b i l i t ies o f s e g m e n t i n g t h e s i l v e r t o u r i s m m a r k e t. T h e b e t t e r we u n d e r s t a n d o u r c o n s u me r s a n d t h e i r n e e d s, t h e b e t t e r we c a n s e r v e t h e m. T h e u l t i m a t e g o a l i n t o u r i s m o f t h e f u t u r e h o wever i s t o c r e a t e i n d i v i d u a l e x p e r i e n c es f o r i n d i v i d u a l g u e s t s.

139 SEGMENTING ORGANIZATIONAL MARKETS. I n m a n y c a s e s y o u a r e n o t o n l y s e l l i n g y o ur p r o d u c t s a n d s e r v i c e s d i r e c t l y t o c u s t o m e r s b u t r a t h e r to o t h e r o r g a n i z a t i o n s. T a k e f o r e x a m p l e a h ot e l. T h e y s e ll t h e i r p r o d u c t d i r e c t l y t o c u s t o m e r s t h r o u g h t h e ir website, b u t i n o r d e r t o m a k e s u re t h a t t h e i r o c c u p a n c y r a t e i s h i g h e n o u g h t h r o u g h o u t t h e whole y e a r, t h e y a l s o s e ll t h e i r p r o d u c t s t o t o u r o p e r a t o r s. I n o r d e r t o f i n d o u t t o which t o u r o p e r a t o r s t h e y c a n s u c c es s f u l l y s e l l t he i r p r o d u c t s, a s e g m e nt a t i o n o f t h o s e o r g a n izations n e e d s t o b e m a d e b a s e d o n t h e f o l l o wing criteria: O r g a n i z a t i o n a l si z e m a r k e t s e g m e n t a t i o n by s i z e o f b u y i n g o r g an i z a t i o n. T h e r e a r e l a r g e, m e d i u m - s i z e d a n d s m a l l o r g an i z a t i o n s. 138 I n d u s t r y g r o u p m a r k e t s a c c o r d i n g t o t h e t y p e o f i n d u s t r y t h e y b e l o n g. G e o g r a p h i c l o c a t i o n g r o u p m a r k e t s b y t h e i r l o c a t i o n. F o r i n s t a n c e, Eastern, Central o r W e s t e r n Europe. Each m a r k e t i n d i f f e r e n t l o c a t i o n r e q u i r e s d i f f e r e n t a p p r o a c h. Choice c r i t e r i a g r o u p i n g m a r k e t s a c c o r d i ng t o t h e v a r i o u s a t t r i b u t e s ( a n d b e n e f i t s ) t h e y u s e when evaluating products and s e r v i c e s. Purchasing o r g a n i z a t i o n s e g m e n t a t i o n a c c o r d i n g t o t h e way b y which a c o m p a n y p u r c h a s e ( c e nt r a l i z e d p u r c h a s i n g a n d d e c e n t r a l i z e d p u r c h a s i ng ). T o d e t e rmine w h e t h e r a c o m p a n y h a s p ro p e rly s e g m e n t e d i t s m a rket, f i v e c riteria a re usually co n s i d e red 1. Effective: t h e s e g m e n t s i d e n t i f i e d s h o u l d c o n s i s t o f c u s t o m e r s whose n e e d s a r e r e l a t i v e l y h o m o g e n eo u s within a s e g m e n t, b u t s i g n i f i c a n t l y d i f f e r e n t f r o m t h o s e i n o t h e r s e g m e n t s. I f b u y e r n e e d s i n d i f f e r e n t s e g m e n t s a r e s i m i l a r, then the segmentation strategy should be revised. 2. M e a s u r e a b l e : i t m u s t b e p o s s i b l e t o i d e n t i f y c u s t o m e r s i n t h e p r o p o s e d s e g m e n t, a n d t o u n d e r s t a n d t h e i r c h a r a c t e r i s t i c s a n d b e h a v i o u r p a t te r n s. F o r e x a m p l e, s o m e p e r s o n a l i t y t r a i t s, l i k e e x t r o v e r t o r c o n s c i e n t ious, m i g h t b e d i f f i c u l t t o p i n d o wn, whereas v a r i a b l e s l i k e a g e o r o c c u p a t i o n would be more clear - c u t. 3. Accessible: t h e c om p a n y m u s t b e a b l e to f o r m u l a t e e f f e c t i v e m a r k e t i n g p r o g r a m s f o r t h e s e g m e n t s t h a t i t i d e n t i f i e s. I n o t h e r words, i t m u s t b e c l e a r what k i n d s o f p r o m o t i on a l c a m p a i g n m i g h t wor k b e s t f o r t h e s e g m e nt, h o w t h e p r o d u c t s m i g h t b e s t b e d i s t r i b u t e d t o r e a c h t h e s e g m e n t, a n d s o o n. 4. Actionable: t h e c o m pa n y m u s t h a v e t h e r e s ou r c e s t o e x p l o i t t h e o p po r t u n i t i e s i d e n t i f i e d t h r o u g h t h e s e g m e n t a t i o n s c h eme. Certain s e g m e n t s f o r e x a m p l e, i n i n t e r n a t i on a l m a r k e t s m i g h t b e i d e n t i f i e d a s b e i n g v e r y a t t r a c t i v e b u t t h e c o m p a n y m a y n o t h a v e t h e r e s o u r c e s o r k n o wledge n e c e s s a r y t o s e r v e t h em.

140 5. Profitable: m o s t i m p or t a n t l y, s e g m e n t s m us t b e l a r g e e n o u g h t o b e p r o f i t a b l e t o s e r v e. T h i s i s what i s m e a n t b y t h e c l i c h é d e x p r e s s i o n I s t h e r e a m a r k e t i n t h e g a p? Very s m a l l s e g m e n t s m a y b e u n p r o f i t a b l e t o s e r v e, t h o u g h a d v a n c e s i n p r o d u c ti o n a n d d i s t r i b u t i o n t e c h n o l o g i e s m e a n t h a t, i n c r e a s i n g l y, m i c r o - s e gm e n t s c a n b e p r o f i t a b l e. 139

141 TARGET MARKETING. After d i v i d i n g t h e f u l l m a r k e t i n t o s m a l l e r s e g m e n t s a n d e v a l ua t i n g t h e s e s e g m e n t a t i o n s, t h e o r ga n i z a t i o n s t a r t s with t he s e c o n d s t e p o f t h e STP - p r o c e s s, t a r g e t m a r k e t i n g. T a r g e t m a r k e t i n g i s t h e s el e c t i o n p r o c e s s o f o n e o r m u l t i p l e s e g m e n t s a s t h e f o c us f o r a c o m p a n y s o f f e r i ng o f c o m m u n i c a t i o ns. Ta r g e t m a r k e t s e l e c t i o n i s t h e c h o i ce o f what a n d h o w m a n y m a r k e t s e g m e n t s i n which t o c o m p e t e. I n t h e o r y, t h e r e a r e f o u r g e n e r i c t a r g e t m a r k e t i n g s t r a t e g i e s : Undiffere n t i a t e d m a rketing i s a m a r k e t c o v e r a g e s t r a t e g y where a c o m p a n y d e c i d e s t o i g n o r e m a r k e t s e g m e n t d i f f e r e n c e s a n d t o d e v e l o p a s i n g l e m a r k e t i n g m i x f o r t h e wh o l e m a r k e t. T h e a d v a n t a g e o f t h i s m e t h o d is t h a t t h e r e i s a b i g g e r m a r ket t o g r a b a s h a r e f r om. T h e d i s a d v a n t a g e is t h a t b e c a u s e y o u f a c il i t a t e t o t h e whole m a r k e t, p o s i t i o n i n g a n d b r a n di n g o f p r o d u c t s a n d s e r v i c e s c a n b e h a r d e r with a n e g a t i v e r e s u l t t h a t no- o n e o n t h e m a r k e t i s r e a c h e d. Differen t i a t e d m a rketi n g i s a m a r k e t c o v e r a ge s t r a t e g y where a c om p a ny d e c i d e s t o t a r g e t s e veral m a r k e t s e g m e n t s a n d t o d e v e l o p s e pa r a t e m a r k e t i n g m i x e s f o r ea c h. T h e a d v a n t a g e i s t h a t b y t a r g e t i n g s p e c i f i c s e g m e n t s, t h e p r o d u c t o r s e r v i c e c a n b e b r a nd e d a n d p o s i t i o n e d i n a way t h a t t h e s e s e g m e n t s a r e a t t r a c t e d b y i t. T h e d i s a d v a n t a g e i s t h a t b a s ic a l l y a c o m p a n y n e e d s t o m a ke m u l t i p l e m a r k e t i n g p lans. Also b y n o t c o v e r ing t h e whole market, they can miss out on potential cu s t o m e r s. F o c u s e d m a rketing i s a m a r k e t c o v e r a g e s t r a t e g y where a company decides t o t a r g e t o n e m a r k e t s e g m e n t with a s i n g l e m a r k e t i n g m i x. F o c u s ed m a r k e t i n g d e a l s with t h e s a m e a d v a n t a g e s a n d d i s a d v a n t a g e s a s d i f f e r e n t i a t e d m a r k e t i n g. T h e y o n l y m is s o u t o n m o r e p o t e n t i a l c u s t om e r s b u t c a n i n s t e a d f o c u s on o n l y o n e m a r k e t i n g p lan c u s t o m i z ed t o t h is specific s e g m e n t. 140 Customized m a rketing i s a m a r k e t c o v e r a g e s t r a t e g y where a c o m p a n y d e c i d e s t o t a r g e t i n d i v i d u a l c u s t o m e r s a n d t o d e v e l o p s e p a r a t e m a r k e t i n g mix e s f o r t h e m. A v e r y e f f e c t i v e s t r a t e g y b e c a u s e t h e p r o d u c t a n d s e r v i c e is t a i l o r e d t o t h e c o n s u m e r a n d t h e r e f o r e i t i s e a s i e r t o g e t l o y a l c u s t o m e r s. T h e b i g d i s a d v a n t a g e o f t h i s m e t h o d i s t h a t i t i s time and cost inefficient.

142 Conclusion M a r k e t s e g m e n t a t i o n i s c e n t r a l c o m p o n e n t o f t h e STP p r o c e s s, which r e f e r s t o t h e p r o c e s s o f ( 1 ) m a r k e t s e g m e n t a t i o n, ( 2 ) t a r g e t i n g a n d ( 3 ) p o s i t i o n i n g. T h e STP p r o c e s s i s c o n s i d e r e d a k e y concept i n t h e s t u dy a n d a p p l ic a t i o n o f m ar k e t i n g. T h i s p r o c e s s s h o ws h o w a n o r g a n i z a t i o n c h o os e s t o c o m p e t e within a p ot e n t i a l t a r g e t m a r k e t. M a r k e t s e g m e n t a t i o n me a n s t o l o o k a t t h e di f f e r e n t n e e d s a n d p r e f e r e n c e s t h a t may e x i s t i n t h e m a r k e t. T hi s c a n b e d o ne i n t h r ee ways: b e h a v i o u r a l s eg m e n t a t i o n, p s y c h o g r a p h i c s e g m e n ta t i o n o r p r o f i l e s e g m e n t a t i o n. 141 T a r g e t m a r k e t i n g i s t h e s e l e c t i o n p r o c e s s o f on e o r m u l t i p l e s e g m e n t s a s t h e f o c u s f o r a c o m p a n y s o f f e r i n g o f c o m m u n ic a t i o n s. Ta r g e t m a r k e t s e l e c t i o n is t h e c h o i ce o f what a n d h o w m a n y m a r k e t s e g m e n ts i n wh i c h t o c om p e t e. F o r ta r g e t m a r k e t s e l e c t i o n o n e c a n u s e f o u r s t r a t e g i e s : u n d i f fe r e n t i a t e d m a r k e t i n g, d i f f e r e n t i a t e d m a r k e t i n g, f o c u s e d m a rk e t i n g a n d c u s t o m i z e d m a r k e t i n g. Further information and references for learning, teaching and assessment activities O t h e r i n t e r e s t i n g r e a d s t o a s s i s t y o u i n s e g m e nt a t i o n o f t h e s i l v e r t o u r i s m a r e : I n f o r m a t i o n o n m a r k e t o p p o r t u n i t i e s within Eu r o p e s Silver e c o n o m y : EP RS ( ) T h e Silver E c o n o m y. Retrieved o n November 1 5, f r o m union/pdf/active - healthy - a g e i n g / e p r s _ s i l v e r e c o. pd f G e n e r a l i n f o r m a t i o n o n m a r k e t i n g a n d p r o d u ct d e v e l o p m e n t f o r t h e s e n i o r m a r k e t : O Connor, J a f f e, Neil L u n d, Rogers ( ). M a r k e t i n g a n d Product Development f o r t h e s e n i o r M a r k e t. Retrieved o n November 2 1, f r o m oa.org/li b rary/pro c eedi ngs/rec ord - O f- The-Soc i ety - O f- Actuaries/ /2002/January/rsa02v28n3135pd.aspx

143 3.2 Positioning & Branding COMPETITOR ANALYSIS. I n f o r m u l a t i n g a b u s i n es s s t r a t e g y, m a n a g e r s m u s t c o n s i d e r t h e s t r a t e g i e s o f t he o r g a n i s a t i o n s c o m p e t it o r s. Even t h o u g h i n h i g h l y f r a g m e n t e d i n d u s t r i e s a c o m p e t i t o r a n a l y s i s s eem s u n n e c e s s a r y, i t i s a v i t a l p a r t o f t h e s t r a t e g i c p l a n n i n g within concentrated industries ( Hooley, 2012 ). A c o m p e t i t o r a n a l y s i s h a s t wo p r i m a r y a c t i v i t i e s : t o o b t a i n i n f o r m a t i o n a b o u t t h e m o s t i m p o r t a n t c o m p e t itors a n d t o u s e t h i s i nf o r m a t i o n i n o r d e r t o p r e d i c t t h e i r b e h a v i o u r. 142 T h e g o a l o f a c o m p e t i t o r a n a l y s i s i s t o u n d e r s t an d : W i t h which competitors to compete. Competitors strategies and planned a c t i o n s. How competitors might react to a company's actions. How to influence competitor behaviour to the company s own advantage. I n t h i s c a s e, we u s e t h e c o m p e t i t o r a n a l y sis m a i n l y t o p o s i t i o n ou r s e l v e s a n d d e v e l o p o u r b r a n d with i n t h e Silver T o u r i s m s e g m e n t. I n o r d e r t o s u c c e s s f ul l y c o n d u c t a consumer an a l y s i s, t h is u n i t e l e me n t i n t r o d u c e s a c o m pe t i t o r a n a l y s is t e m p l a t e t h a t c a n b e f i ll e d i n b y t h e m a r k e t e r /m a n a g e r writing t h e m ar k e t i n g p l an f o c u s i n g o n Silver Tourists. T h e f o l l o wing template can be dire c t l y u s e d, f o ll o wing the instructions below: O v e r v i e w & Profile Competitive Advantage T a r g e t M a r k e t M a r k e t Share M a r k e t i n g Strategies Products & Services Pricing & Costs Distribution Channels SWOT Analysis F i g u r e 3 4 : C o m p e t i t o r A n a l y s i s T e m p l a t e Your c o m p a n y Competito r 1 Competito r 2 Competito r 3 S o u r c e : h t t p : / / b l o g. c l i e n t h e a rt b e a t. c o m / d o w n l o a d s / Co m p e t i t i v e - An a l y s i s - T e m p l a t e. p d f

144 I n s t ructions to comple t e t h e Competi t o r Anal y s i s T e m p l a t e 1. Competitor Profile Complete y o u r c o m p e t i to r p r o f i l e a n d a p r o f i l e f o r y o u r t h r e e m o s t i m po r t a n t c o m p e t i t o r s u s e s o u r c e s t o f i n d t h e d a t a a nd t r y a n d g e t a s m uc h info a s p o s s i b l e. 2. Competitive Advantage T h i n k a b o u t what m a k es y o u r c o m p a ny d i f f e r e n t t h a n y o u r c om p e t i t o r s. Next, d o t h e s a m e t h i n g f o r y o u r t h r e e c o m p e t i t o r s. I f y o u r e s t r u g g l i n g, p i c k u p t h e p h o n e a n d g i v e y o u r c o m p e t i t o r s a c a l l j u s t a s k t h e m! G o o n e e v e n s t e p f u r t h e r a n d a c t u a l l y t a l k t o t h e i r c u s t o m e r s T a r g e t M a r k e t I d e n t i f y who y o u r t a r g e t m a r k e t i s ( i f y o u d o n t a l r e a d y k n o w) a n d t h e n d o s o m e r e s e a r c h o n y o u r c o m p e t i t o r s t o s e e who their t a r g e t m a r k e t i s. A g o o d p l a c e t o s t a r t would b e t h e i r website a n d l o o k i n g a t t h e i r a d v e r t i s i n g c a m p a i g n s. 4. M a r k e t Share Complete a market share analysis. 5. M a r k e t i n g Strategies W r i t e d o wn y o u r c u r r e n t m a r k e t i n g s t r a t e g i e s a n d a n y y o u h a v e in t h e p i p e l i n e. Now g e t m o v i n g a n d s e e what y o u r c o m p e t i t o r s a r e d o i n g g i v e t h e m a c a l l, d o s o m e r e s e a r c h o n t h e i r s i te d o whatever y o u c a n t o b e c o m e m o r e f a m i l i a r with their strategies. 6. Product/Service Profile Complete the product/service mix r a t e y o u r c o m p a n y, t h e n y o u r c o m p e t i t o r s o n a c o n s i s t e n t s c a l e o f Pricing and Costs Answer a l l t h e s e q u e s t i o n s a b o u t y o u r c o m p a n y a n d y o u r c o m p e t i t o r s. Pricing i s a n o b s e r v a b l e s o u r c e s o y o u s h o u l d b e a b l e t o g e t m o s t o f t h e a n s wers by looking at your competitors offerings. 8. Distribution Channels L o o k a t y o u r c o m p a n y s a n d y o u r c o m p e t i t o r s d i s t r i b u t i o n c h a n n e l s h o w m a n y c h a n n e l s a n d i n t er m e d i a r i e s a r e b e i n g u sed? Do t h e y s p e n d m o re t i m e i n f r o n t o f t h e c l i e n t s? 9. SWOT Analysis Complete a SWOT analysis for your company an d y o u r c o m p e t i t o r s.

145 SWOT ANALYSIS. SWOT a n a l y s i s i s a t o o l t h a t i s us e d t o ev a luate o n e 's Strengths, W e a k n e s s e s, O p p o r t u n i t i e s a n d T h r ea t s. I t i s c om m o n l y u sed t o d e t e r m i n e t h e po s i t i o n o f a c o m p a n y, p r o d u c t o r p r o j e c t o n t h e m a r k e t, i d e n t i f y i t s c o r e c o m pe t e n c e s a n d a n a l y z e h o w to compete. SWOT analysis consider s b o t h i n t e r n a l f a c t o r s ( i e. s t r e n g t h s a n d weaknesses of the o r g a n i z a t i o n, p r o d u c t o r p r o j e c t ) a n d e x t e r n a l fa c t o r s ( i e. o p p o r t u n i t i e s a n d t h r e a t s pres ented by the ex ternal env i ronment). There are v ari ous free tool s av ai l abl e on - l i n e. 144 I n o r d e r t o f u l l y u s e t h e p o t e n t i a l o f SWOT, s e v e r a l c o m m o n m i s t a k es t h a t were i d e n t i f i e d b y Chuchrová, Vilamová, a n d Koz e l ( ) we r e t r a n s l a t e d i n t o t e n m i s t a k e s a n d h o w t o a v o i d t h e m. Since t h es e m i s t a k e s wer e f o cused o n t h e h e a l t h c a r e i n d u s t r y, t he a u t h o r s f r e e l y t r a n s lated t h e m i s t a k e s f o r u s e within t h e t o u r i s m i n d u s t r y. All t h e s e c o m m o n m i s t a k es c a n b e a v o i d e d b y u s i n g c o n t r o l q u e s t i o n s t h a t c a n b e f ou n d h e r e : ( Valkov, 2012). M o s t c o m m o n m is t a k e s i n SWOT analysis a r e : 1. Subjectivity at i d e n t i f y i ng a n d e v a l u a t i n g t h e f a ctors. 2. I n c o m p l e t e l i s t a n d d i s to r t e d s e q u e n c e o f e v a l ua t i o n. 3. Unilateralism in the selection of the information and in the evaluation. 4. Unfocused analysis. 5. L a c k o f q u a n t i t a t i v e e v al u a t i o n a n d b e n c h m a r k ing. 6. Unwillingness to determine the weaknesses to be sought. 7. Senior management performs the whole analysis. 8. T h e a n a l y s i s i s n o t p a r t o f t h e o r g a n i z a t i o n o f t h e m a n a g e m e n t. 9. Strategic analysis without (strategic) data. 10. L a c k o f s y n c h r o n y b e t ween t h e a n a l y s i s a n d a n y c h a n g e s, r e d u c e s t h e s t r a t e g i c c h o i c e.

146 PERCEPTUAL MAP. Based o n t h e c o m p e t i t or a n d SWOT a n a l y s i s, a p e r c e p t u a l m a p c a n b e d r a wn u p. T h e p e r c e p t u a l m a p is a u s e f u l t o o l f o r d e t e rm i n i n g t h e p o si t i o n o f a b r a n d i n t he m a r k e t p l a c e. I t i s a v i sual r e p r e s e n t a t i o n o f consumer p e r c e p t i o n s o f a b r a n d a n d i t s c o m p e t i t o r s, u s i n g at t r i b u t e s ( d i m e n s i o n s ) t h a t a r e i m p o r t a n t t o c o n s u m e r s. T h e k e y s t e p s i n p r o d u c i n g a p e r c e p t u a l m a p a r e a s f o l l o ws: 1. I d e n t i f y a s e t o f c o m p e t ing brands (competitor analysis). 2. I d e n t i f y u s i n g q u a l i t a ti v e r e s e a r c h ( e. g. g r o u p d i s c u s s i o ns ) t h e i m po r t a n t a t t r i b u t e s c o n s u m e r s u se when choosing b e t ween brands (dimensions). 3. Conduct q u a n t i t a t i v e m a r k e t i n g r e s e a r c h where c o n s u m e r s s c o r e e a c h b r a n d o n a l l k e y a t t r i b u t e s. 4. Plot brand on a two - d i m e n s i o n a l m a p. 145 I n a f i c t i o n a l e x a m p l e b e l o w, s e v e r a l h o t e l b r a n d s ( c h a i n s ) a r e r e p r e s e n t e d i n a p e r c e p t u a l m a p, u s i n g t h e d i m e n s i o n s o f pe r c e i v e d q u a l i t y ( h i g h o r l o w) a n d p e r c e i v e d p r i c e ( h i g h o r l o w). By c r e a t i n g a p e r c e p t u a l m a p b a s e d o n th e p r e v i o u s p o i n t s a n d t h e c o m p e t i t o r a n a l y s i s, a m a r k e t e r c a n f i n d o u t e a s i l y w h i c h m a r k e t p o s i t i o n s h a v e a l o wer level of c o m p e t i t i o n. F i g u r e 3 5 : H y p o t h e t i c a l p e r c e p t u a l m a p f o r h o t e l c h a i n s S o u r c e : h t t p s : / / e t r a v e l w e e k. c o m

147 BRANDING. After we h a v e a n a l y z e d t r e n d s i n o u r i n d u s t r y, g o t t e n t o k n o w o u r t a r ge t c o s t u m e rs a n d t h e i r b e h a v i o u r, a n d u n d e r s t o o d b o t h o u r c o m p e t i t o r s a n d o u r s e l v e s, we c a n s t a r t d e v e l o p i n g o u r b r a n d. L e t 's not confuse a b r a n d with a product or a s e r v i c e we a r e s e l l i n g - while a p r o d u c t i s a n y t h i n g t h a t s a t i s f i e s c o s t u m e r n e e d s b y p r o v i d i n g b e n e f i t o r v a l u e, a b r a n d d i s t i n g u i s h e s o u r c o mp a n y f r o m o u r c o m p e t i t o r s a n d h e l p s u s c o m p e t e i n t h e i n c r ea s i n g l y a g g r e s s i v e m a r ketplace. Nowadays b r a n d i n g i s al l. Strong b r a n d s c a n g r e a t l y i n c r e a s e v a l u e s an d p r o f i t s of c o m p a n i e s. T h e es t i m a te d v a l u e o f Uber, t h e bi g g e s t r i d e s h a r i n g c o mp a n y i n t he world, was 6 6 b i l l i o n d o l l a r s i n J u n e ( a l t h o u g h s o m e e x p e r t s a r g u e i t i s worth " o n l y " 2 8 b i l l i o n d o l l a rs ) whereby t h e c o m p a n y d o e s n o t e v e r o wn a n y c a r s n o r d r i v e r s. Brands a l s o h a v e p o s i t i v e e f f e c t s o n c o n s u m e r s ' p e r c e p t i o n s a n d p r e f e r e n c e s which l e a ds t o c o n s um e r l o y a l t y, a m u c h d e si r e d a t t r i b u te i n t o u r i s m. Consumers a r e n o r m a l ly willing t o p a y m o r e fo r a s t r o n g b r a n d which r e s u l t s i n h i g h e r p r o f i t s f o r t h e c o m p a n y. Additionally, a strong c o r e b r a n d i s a g r e a t b a s e f o r b r a n d e x t e n s i o n s t h a t a u t o m a t i c a l l y r e c e i v e a m o r e p o s i t i v e p e r c e p t i on. Even t h o u g h t h e r e i s n o q u e s t i o n a b o u t t h e i m p o r t a n c e o f b r a n d i ng i n t o u r i s m, Clarke ( ) i d e n t i f i e d s i x s al i e n t p o i n t s r e g a r d i n g t h e p a r t i c u l a r r e l e v a n c e of b r a n d s i n t o u r i s m : T o u r i s m i s t y p i c a l ly a c o m p l e x, h i g h - i n v o lv e me n t p r o d u c t, s o s t r o n g b r a n d i n g c a n h e l p si m p l i f y t h e p ur c h a s e d e c i s i on b y r e d uc i n g t h e c h o ic e s e t a n d b y u s i ng t h e l o g o a s a t r i g g e r t o a c c e s s i n f o r m a t i o n ab o u t t h e c o m p a n y a n d p r o d u c t a l r e a d y a b s o r b e d b y t h e b u y e r, t h u s s h o r t e n i n g t h e u s u a l l y e x t e n s i v e s e a r c h o f i n f o r m a t i o n. 2. Branding can assist in countering the effects of intangibility, from the basic supply of a logo to the creation of a set of values in the potential consumer's mind. 3. T o u r i s t e x p e r i e n c e s v a r y e x t r e m e l y. Brandi n g c o n v e y s c o n s i s t e nc y a c r o ss m u l t i p l e o u t l e t s a n d t h r o u g h t i m e, r e a s s u r i n g p o t e n t i a l c o n s u m e r s t h a t s t a n d a r d s e n c o u n t e r e d will meet their expectations. 4. Time became extremely valuable and an ill -spent time through a poor holiday decision can never be replaced. Branding can be used as a risk -reducing mechanism; it can reduce the performance, social, psychological and economic risk. 5. Branding f a c i l i t a t e s p r e c i s e s e g m e n t a t i o n a n d c o n t r i b u t e s t o t h e t a s k o f t o u r i s t s a t i s f a c t i o n. 6. Brands h e l p p e o p l e t o wo r k t o wards t h e s a m e o u t c o m e s. W i t h a h i g h - c o n t a c t s e r v i c e, s u c h a s t o u r i sm, m o t i v a t i o n a n d t e a mwork have a high priority. W e m u s t a l s o n o t d i s m i s s t h e f a c t t h a t b u i l d i n g o u r b r a n d g o e s h a n d i n h a n d with o u r d e s t i n a t i o n 's a n d ou r c o u n t r y 's b r a n d. W e c a n h a v e a t o p q u al i t y p r o d u c t b u t i f we a r e b a s e d i n a c o u n t r y with a l o w r e p u t a t i o n, s e c u r i t y i s s ue s o r o t h e r u n a t t r a c t i v e a t t r i b u t e s, we will still have difficulties selling our product.

148 Brand development. Brand d e v e l o p m e n t i s a d i f f i c u l t, e x p e n s iv e a n d l e n g t h y p r o c e s s as b r a n d s a r e e x t r e m e l y c o m p l e x. F o r t h e p u r p o s e o f t h i s u n i t, we h a v e s i m p l i f i e d t h e i r s t r u c t u r e, p r e s e n t i n g t h e b r a n d as a p y r a m i d with a v i s i b l e p a r t, s u c h a s n a me, l o g o a nd s l o g a n, i e. t h e c r e a t i v e e l e m e n t s, t h a t c o n v e y y o u r b r a n d, a n d an i n v i s i b l e p a r t which t e l l s t h e s t o r y an d c o m b i n e s k e y b r a n d i d e n t i t y e l em e n t s ( Ruzzier, ). Although t h e i n v i s i b l e pa r t o f t h e b r a n d i s n o t s e e n b y t h e e n d c o n s um e r, t h e t r u e b r a n d e x i s t s i n t h e m i n d o f t h e u s e r a s a c o l l e c t i o n o f e n d u r i n g i n t a n g i b l e v a l u e s ( Southgate, ) ; i t s t h e e n t i r e e x p e r i e n ce y o u r c u s t o m e r s h a ve with y o u r c o m p a n y, p r o d u c t, s e r v ic e o r d e s t i n a t i o n, a n d is b u i l t t h r o u g h c u s t o m er i n t e r a c t i on with the product/service and through people to people interaction. 147 Figure 36: B rand Py r a mid Source: Ruzzier, 2015 I n t h e p r o c e s s o f s t o r y d e v e l o p m e n t, t r y t o f ocus o n t h e e m o t i o n a l b e n e f i t s s i n c e e m o t i o n s p l a y a k e y r o le i n t o u r i s m. L o o k a t t h e e m o t i o n a l b e n e f i t s an d b o i l t h e m d o wn t o o n e t h i n g t h a t y o u r c u s t o m e r s s h o u ld t h i n k o f when t h e y t h i n k o f y o u. T h a t s what your brand should represent. Unit 2 d e s c r i b e s h o w e m o t i o n s work. L i n k wha t y o u h a v e l e a r n e d h e r e with what Unit 2 has said to create an emotional brand aligned with your target market.

149 Storytelling Storytelling i s a m e t h o do l o g y which t r i e s t o c on n e c t y o u r b r a n d with th e e m o t i o n a l p a r t o f t h e b r a i n o f y o u r t a r g e t g r o u p, i n s p i r i n g t o c h a n g e h o w p e o p l e b e h a v e. A s t o r y i s t h e r e s u l t o f t h o u s a n d s o f i n t e r a c t i o n s a n d e x p e r i e n c e s a n d i t b e c o m e s t h e 'lens' t h r o u g h which w e i n t e r p r e t t h e world a r o u n d u s. All s t o r i e s h a v e a c o r e m e s s a g e which c a n b e i n t e r p r e t e d i n d i f f e r e n t ways, d e p e n d i n g o n e x p e r i e n c e s, n e e d s a n d wishes of the target group. Storytelling i s a g r e a t to o l f o r l e a d e r s s e ek i n g n e w b e h a v i o u r s i n t h eir t e a m s a n d f o r b r a n d s i n o r d e r t o p o s i t i o n b r a n d i d e n t i t y e l e m e n t s i n t h e h e a r t o f t h e t a r g e t p u b l i c a n d m o v i n g t h e m t o a c t i o n. 148 Brand identity I t i s e x t remely i m p o rt a n t t o c a p t u re t h e rig h t c o m b i n a t i o n o f b ra n d i d e n t i t y e l e m e n t s t h a t w i l l f o r m a u n i q u e b rand i n t h e e y e s o f t h e c o n s u m e rs. I n t h e d e v e l o p m e n t o f v i s u a l e l e m e n t s, y o u c a n u s e d i f f e r e n t a p p r o a c h e s f o r n a m i n g y o u r b rand wh e r e b y t h e r e i s less r o om f o r c r e a t i v i t y f o r d e s t inations; t h e r e c a n e m p h a s iz e t h e i r p os i t i o n with t h e p o si t i o n ing s t a t e m e n t ( s e e b e l ow). T h e r e a r e thr e e m a i n b r a n d n a m i n g s t r a t e g i e s : A f a m i l y b r a n d n a m e i s u s e d f o r a l l p r o d u c t s o f a b r a n d. I t h e l p s t h e s u c c e s s of a l l p r o d u c t s b e c a u s e i t a l r e a d y c a r r i e s a s u c c e s s f u l n a m e. But i f o n e o f t h e m i s u n s u c c e s s f u l, t h e r e p ut a t i o n o f t h e b r a n d i t s e l f c a n b e r u i n e d. Examples: G o o g l e, Heinz. T h e i n d i v i d u a l b r a n d n am e d o e s n o t i d e n t i f y with t h e c o m p a n y t h a t h as c r e a t e d i t. F o r e x a m p l e, Procte r & G a m b l e o wns Pampe r s, Pringles a n d Dura c e l l. T h is c a n b e d o n e when each brand needs an own identity. W i t h c o m b i n a t i o n b r a n d n a m e s, b o t h p r e v i o us b r a n d n a m e s a r e c o m b ined. T h e c o m p a n y is r e c o g n i z e d while t h e i n d i v i d u al b r an d s c a n b e i d e n t i f i e d. Ex a m p l e s : Kellogg s All Bran, Microsoft Windows XP. Slogan Besides t h e n a m e o f y o u r b r a n d y o u s h o u l d a l s o t h i n k a b o u t t h e s l o g a n of y o u r b u s i n e s s o r a d e s t i n a t i o n. I n a s l o g a n y o u s h o u l d c a p t u r e t h e e s s e n c e o f y o u r b r a n d 's p r o m i s e d c o n s u m e r b e n e f i t i n o n e s h o r t p h r a s e. A g o o d s l o g a n i n v o k e s p o s i t i v e i m a g e s, h a s a n i m m e d i a t e c o g n i t i v e e ff e c t a n d i s m e m o r a b l e a n d d u r a b l e. W h o d o e s n o t k n o w t h e " W h a t h a p p e n s i n Ve g a s, s t a y s i n Vegas" s l o g a n? O t h e r e x a m p l e s i n cl u d e M e x ic o - L i v e i t t o Believe i t, I n c r e d i b l e I n d i a a n d T h e r e 's NOTHING like Australia.

150 Logo Along with t h e n a m e a n d t h e s l o g a n, l o g o ( s y m b o l ) i s t h e t h i r d k e y p a r t o f b u i l d i n g y o u r i d e n t i t y. I t h a s a s i g n i f i c a n t i m p a c t o n b ra n d p e r c e p t i o n a s i t h e l p s t o s t r e s s t h e e s s e n c e o f t h e b r an d. Kapferer ( ) e q u a t e s l o g o with a s i g na t u r e, s a y i n g t h a t t h e l o g o r e f l e c t s t h e wealth a n d s e l f - e s t e e m o f a b r a n d j u s t l i k e a s i g n a t u r e r e f l e c t s t h e p e r s o n a l i t y o f a n i n d i v i d u a l. Positive examples: Erzgebirge i s a r i c h m i n i n g a r e a o n t h e b o r d e r o f G e r m a n y a n d t h e Czech Republic t h a t s e l e c t e d a f a n t a s t i c l o g o, a n y t h i n g b u t p r o v i n c i a l. 149 Peru s l o g o i n c o r p o r a te s a c u l t u r a l m o t i f t o p r o d u c e a d i s t i n c t i v e b r a n d m a r k. O d e s s a s s i m p l e a n c h or l o g o r e f e r e n c e s i t s d e f i n i n g l o c a t i o n o n t h e c o a s t o f t h e Black Sea, a n d i s p a i r ed with a b e a u t i f u l t y p e f a c e. S o u r c e : h t t p s : / / 9 9 d e s i g n s. c o m

151 BRAND POSITIONING. Brand b u i l d i n g i s a l o n g - t e r m a c t i v i t y. I t i s d i f f ic u l t t o b e c o m e r e a l l y s uc c e s s f u l, b u t o n c e a b r a n d d o e s i t c a n e n d u r e f o r a v e r y l o n g t i m e. T h e a n a t o m y o f b r a n d p o s i t i o n i n g ( s e e f i g u r e o n t h e r i g h t ) c a n b e u sed t o a n a l y z e t h e c u r r en t p o s i t i o n of a b r a n d i n t h e m a r k e t a n d f o r m t h e b a s i s o f a n e w brand positioning strategy. Brand d o m a i n : t h e b r a nd s t a r g e t m a r k e t, i. e. where i t c o m p e t e s i n t he m a r k e t p l a c e. Brand h e r i t a g e : t h e b a c k g r o u n d t o t h e b r a n d a n d i t s c u l t u r e. How i t h a s a c h i e v e d s u c c es s ( a n d fa i l u r e ) o v e r i t s l i f e. Brand value: the core values and characteristics o f t h e b r a n d. 150 Brand a s s e t s : what m a k e s t h e b r a n d d i s t i n c t iv e f r o m o t h e r c o m p e t i n g b r a n d s ( f e a t u r e s, i m a g e s a n d r e l a t i o n s h i p s e t c. ). Brand personality: the c h a r a c t e r o f t h e b r a n d d e s c r i b e d i n t e r m s o f o t h e r t h i n g s ( p e o p l e, a n i m a l s o r o b j e c t s. ) Celebrity e n d o r s e m e n t o f b r a n d s g i v e s t h e m p e r s o n a l i t y. Brand r e f l e c t i o n : h o w t h e b r a n d r e l a t e s to s e l f - i d e n t i t y ; h o w th e cus t o m e r p e r c e i v e s h im / h e r s e l f a s a r e s u l t o f b u y i n g / u s i n g t h e b r a n d. T h e f i n a l i m p o r t a n t s t e p i s t h e d e f i n i t i o n o f y o u r p o s i t i o n i n g s t a t e m e n t, a m e m o r a b l e, i m a g e - e n h an c i n g, written s u m m a t i on o f y o u r d e si r e d r e p u te. According t o F a h y & J o b b e r ( ) y o u r p o s i t i o n i n g statement s h o u l d b e your i n t e r n a l m a r k e t i n g g u i d e l i n e f o r t h e f o l l o wing questions: W h o y o u p rimary mark e t is. W h a t y o u want to c o m m u n i c a t e t o y o u r p r i m a r y m a r k e t. How you want to p o s i t i o n y o u r b r a n d. T h e v a l u e y o u want your customer to see yo u r b r a n d o v e r o t h e r b r a n d s.

152 T h e p o s i t i o n i n g s t a t e m en t m u s t b e a b o v e a l l c on v i n c i n g f o r y o u r c u s t om e r s. A common template for writing a positioning statement & Sil ver Tourism Example For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation 22 ] among all [insert Fra me of Reference 23 ] because [inse r t Reason to Believe 24 ]. Example: F o r s e n i o r t r a v e l e r s, L i n k e d Age i s t h e o n l y s p e c i a l i zed b o o k i n g a n d n e t working p l a t f o r m t h a t o f f e r s t h e m t h e p o s s i b i l i t y t o t r a v e l i n t h e i r o wn r h y t h m i n a safe, t r u s t worthy e n v i r o n m e n t. T h e u n i q u e a l l - i nc l us i ve p a c k a g e a s e n i o r r e s i de n c e c a n o f f e r c o m p a red t o a h o t e l e n c o m p a ss es s o c i a l a n d c u l t u r a l a c t iv i t i e s, e x c u r s i o n s a n d m e d i c a l a n d s o c i a l s u pp o r t to the extent needed T h e p o i n t o f d i f f e r e n t i a t i o n d e s c r i b e s h o w y o u r b r a n d o r p r o d u c t b e n e f i t s c u s t o m e r s i n w a y s t h a t s e t y o u a p a r t f r o m y o u r c o m p e t i t o r s. 23 T h e f r a m e o f r e f e r e n c e i s t h e s e g m e n t o r c a t e g o r y i n w h i c h y o u r c o m p a n y c o m p e t e s. 24 T h e r e a s o n t o b e l i e v e i s j u s t w h a t i t s a y s. T h i s i s a s t a t e m e n t p r o v i d i n g c o m p e l l i n g e v i d e n c e a n d r e a s o n s w h y c u s t o m e r s i n y o u r t a r g e t m a r k e t c a n h a v e c o n f i d e n c e i n y o u r d i f f e r e n t i a t i o n c l a i m s.

153 Conclusion Positioning i s t h e l a s t s t e p o f t h e STP - p r o c e s s. I n o r d e r t o d e f i n e t h e p o s i t i o n i n t h e m a r k e t, c u s t o m e r s, c o m p e t i t o r s a n d c om p an y i t s e l f h av e t o b e c o ns i d e r e d. F o r t h i s p u r p o s e, t o o l s s u c h a s c o m p e t i t o r a n a l y s i s, SWOT a n a l y s i s, a n d p e r c e p t u a l m a p a r e u s e d. T h e n ex t s t e p i s b r a n d d ev e lopment, a d i f f i c u l t, e xpensive a nd l e n g t h y p r o c e s s. Storyte l l i n g t e c h n i q u e m i g h t c o m e i n h a n d y when de v e l o p i n g t h e p o s i t i o n i n g o f y o u b r a n d. L a s t b u t n o t l e a s t, d o n o t f o r g e t t o write y o u r p o s i t i o n i n g s t a t e m e n t - a m e m o r ab l e, i m a g e - e n h a n c i n g, written s u m m a t i o n o f y o u r d e s i r e d r e p u t e. 152 Further information and references for learning, teaching and assessment activities Chuchrová, K., Vilamová, Š., & Kozel, R. ( ). SWOT a n a l y s i s a s a s t a n d a r d i z e d a p p l i c a t i on i n i n d u s t r i a l c o m p a ni e s. Paper p r e s e n t e d a t t h e Conference Proceedings of the 3rd International Scientific Conference. Clarke, J. ( ). T o u r i s m b r a n d s : An e x p l o r a t o r y s t u d y o f t h e Brand s Box M o d e l. h t t p : / / j o u r n a l s. sagepu b. c o m / d o i / p d f / / F a h y, J., & J o b b e r, D. ( ). F o u n d a t i o n s o f m a r k e t i n g : M c G r a w - Hill Education. Hooley, G. P. ( ). NF a n d Nicoulaud, B.(2008), Marketing Strategy a n d Competitive Positioning,. Prentice Education. Harlow. S, 7, Kapferer, J. N. (1998 ). Strategic brand management. Kogan Page, Lon d o n. Valkov ( ). T e n M i s t a k e s a t t h e Usage o f t h e SWOT - Analysis i n t h e Strategic Marketing Planning i n t h e Healthcare institutions. Ruzzier, M., & Ruzzier, M. ( ). Startup Branding F u n n e l. M er i t u m, L j u b l j a n a. Southgate, P. ( ) ` T o t a l Branding b y Design: How t o M a k e y o u r B r a n d 's Packaging More Effective', Kogan Page, London.

154 3.3 Marketing Tools SILVER TOURISM MARKETING. T h e s e g m e n t o f s i l v e r to u r i s t s i s s t i l l c on s i d e re d r e l a t i v e l y n e w, h e n ce t h e r e i s n ot m u c h l i t e r a t u r e a d d r e s si n g t h e i s s u e o f m a r k e t ing t o u r i s m p r o d u c t s a nd s e r v i c e s in t h i s f i e l d. T h e f i r s t q u es t i o n t h a t a r i s e s when d i s c u s s i n g m a r k e t i n g f or t h e s e n i o rs i s t h e v e r y d e f i n i t i o n o f a s i l v e r t o u r i s t. As we h a v e l e a r n e d s o f a r, a u t h o r s c a n n o t e v e n a g r e e o n t h e i r a g e ( s o m e d e f i n e a s i lv e r to u r i s t a s a n i n d i v i d u a l ov e r 5 0 y e a r s while o t h e r s o n l y ov e r 6 5 ). T h a t i s why G r a n d e ( ) s u g g e s t e d t h at c o g n i t i v e a g e - whether s u b j e c t i v e o r s e l f - p e r c e i v e d - s h o u l d b e u s e d a s a n a l t e r n a t i v e t o c hronol ogi c al age and t hat s i l v er touri s ts s houl d be s egmented bas ed on the s el f - p e r c e i v e d a g e, which i s what s e t s t h e l i f e s t y l e b y d e t e r m i n i n g a t t i t u d e s, i n t e r e s t s and o p i n i o n s. 153 But a s Alén, Domingu e z a n d L o s a d a ( ) f o u n d, i n s t e a d o f c o g n i t i v e a g e, c h ronological a g e a n d retiremen t a re s t i l l m o s t c o m m o n l y u s e d f o r t h e m a rketing p u rposes. O f c o u r s e c h r o n o l o g i cal a g e i s a t o o s i m p l e c r i t e r i o n i n r e g a r d s t o t h e h e t e r o g e n e o u s g r o u p o f s e n i o r s a n d t h e r e t i r e m e n t c r i t e r i o n i s t o o r e s t r i c t i v e. W h e n m a rketing a n d s e l l i n g p roducts a n d s e rvices t o t h e s il v e r t o u rism s e g m e n t, l e t ' s k e e p i n m i n d t h e f a c t t h a t s i l v e r t o u rists a re p r o b a b l y a b o v e 5 5, retired o r n o n - retired, w i t h d i f f e ren t i n c o m e l e v e l s, w i t h d i f f e rent h e a l t h i s s u e s, a n d m o s t i m p o rtantly, with extremely d i f f e rent in t e rests. W h e n s h a p i n g m e s s a g es f o r t h e s i l v e r t o u r i s m s e g m e n t, t h i n k a b o u t t h e l a n g u a g e y o u u s e. Until r e c e n t l y, s e n i o r s d i d n o t l i k e b e i n g c a l l e d " s e n i o r s ", h o wever, a c h a n g e t o o k p l a c e a s po l l s f r o m s h o w. T h e c o n n o t a t i o n t h e word c a r r i e s i s n o l o n g e r n e g a t i v e, a s t h e p i c t u r e o f s e n i o r s a n d t h e a c t o f a g i n g i n t h e s o c i e t y h a s c h a n g e d ; with t h e g r o wing n u m b e r o f p e o p l e a g e d 6 0 a n d o v e r, " s e n i o r " t o d a y r e f l e c t s s o m e b o d y with a l o t o f e x p e r i e n c e, c o m p e t e n c e s a n d s e l f - c o n f i d e n c e. However, do not addres s y o u r t a r g e t a s " t h e e l d e r l y ". Some o t h e r t i p s : T h e c o m m u n i c a t i o n s t y l e y o u u s e s h o u l d b e s a m e as f o r y o u n g e r c u s t o m e r s. M e s s a g e s should b e c l e a r l y s t r u c t u r e d a n d l o g i c, p o s s i b l y with s o m e n o s t a l g i c r e f e r e n c e s. Printed m a t e r i a l s s h o u l d be l a r g e a n d l e g i b l e. W he n s e l e c t i ng p h o t o s, c h o o s e e l d e r l y, b u t v i t a l p e o p l e.

155 TRADITIONAL MARKETING IN SILVER TOURISM. W i t h t raditional m a rke t i n g, t h e a u t h o r s o f t h i s e l e m e n t r e f e r t o o f f l i n e m a r k e t i n g m e t h o d s u s e d b e f o r e t h e r i s e o f t h e i n t e r n e t b u t c u r r e n t l y s t i l l i n u s e. T h e s e m e t h o d s f a l l un d e r p r om o t i o n, o n e o f t h e 4 Ps o f t h e m a r k e t i n g m i x. Th e c o n c e p t of promoti on c an be defi ned as fol l ows: Promoti on i s the c oo rdi nati on of al l s el l er - i n i t i a t e d e f f o r t s t o s e t u p c h a n n e l s o f i n f o r m a t ion a n d p e r s u a s i o n t o s e l l g o o d s a n d s e r v i c e s o r p r o m o t e an i d e a. Promotion i s b e s t v i e wed a s t h e communication f u n c t i o n o f m a r k e t i n g. I n s h o r t we can say it is the strategy to create a wareness. T h e p romotional m i x c o v e r s a n u m b e r o f m et h o d s u s e d f o r s e l li n g p r o d u c t s a n d s e r v i c e s, s u c h a s a d v e r t i s i n g, p u b l i c r e l a t i o n s, p e r s o n a l s e l l i n g, s a l e s p r o m o t i o n, d i r e c t a n d g u e r i l l a m a r k e t i n g e t c. Each o f t h e s e m e t h o d s a r e u s e d i n d i f f e r e n t c i r c u m s t a n c e s. 154 DIRECT MARKETING ADVERTISING PUBLIC RELATIONS SALES PROMOTION PERSONAL SELLING W h e n s e l l i n g a p r o d uc t o r s e r v i c e t o Silver T o u r i s t s, t h e d e c is ion o n which t r a d i t i o n a l ( o f f l i n e ) p r o m o t i o n a l m e t h o d s t o u s e s h o u l d b e b a s e d o n t h e s e g m e n t o f s i l v e r t o u r i s t s we a r e t ar g e t i n g a n d t h e p roduct o r s e rvice we a r e s e l l i n g. W e m u s t a n s wer following questions: 1) W h o m a r e we a d d r e s s i n g? I s i t o n l y o u r p o t e nt i a l c l i e n t s o r is i t m ay be a l s o t h e i r f a m i l y ( e s p e c i a l l y i n s i l v e r t o u r i s m s o n s a n d d a u g h t e r s m i g h t h a v e a b i g i n f l u e n c e o n t h e i r pa r e n t s ' d e c i s i o n )? W h a t i s t h e l i f e s t y l e o f o u r ta r g et g r o u p? 2) W h a t i s t h e p u rpose o f o u r m e s s a g e? Are we c o m m u n i c a t i n g a n e w service to potential clients or reminding our existing clients about a certain product? 3) W h a t d o we want t o s a y a n d h o w? 4) How often do we want t o c o m m u n i c a t e? How much does this cost us? 5) W h i c h c h a n n e l s a n d e l e m e n t s o f p r o m o t i o n a l m i x will we use?

156 W e m u s t a l s o r e m i n d o u r s e l v e s t h a t c u s t o m e r s c a n b e r e a c h e d b y o u r m e s s a g e s i n t h r e e p h a s e s, whereby contents and media will d i f f e r : 1) p re-holiday p h a s e, i e. t h e d e c i s i o n m aki n g p h a s e when c u sto m e r r e s e a r c h e s t h e m a r k e t, g a t h e r s i n f o r m a t i o n, e x a m i n e s p o s s i b il i t i e s, c o m p a r e s t h e m, m a k e s t h e f i n a l d e c i s i o n a n d bo o k s t h e c h o s e n h o l i d a y; 2) d u ring holiday when customer is looking for add i t i o n a l o f f e r ; 3) a f t e r h o l i d a y when c u s t o m e r s will s h a r e t h e i r e x p e r i e n c e a n d l e v e l o f s a t i s f a c t i o n, t a l k t o f r i e n d s a n d / o r s h a r e o n s o c i a l m e d i a, a n d e v en t u a l l y r e t u r n t o p h a s e I n t h e d e c i s i o n m a k i n g p h a s e, t o u r i s t s u s e f o r m a l i n f o r m a t i o n s o u r c e s, s u c h as t r a v e l a g e n t s, b r o c h ur e s, t r a v e l o g u e s, g u idebooks a n d m a ps, a n d i n f o r m a l i n f o r m a t i o n s o u r c e s, s uc h a s f r i e n d s a n d r e l a t iv e s. Studies h a v e s h o wn t h a t t h e r e i s n o r u l e o n where s i l v e r t o u r i s t s will l o o k f o r i n f o r m a t i o n ; u p p e r - c l a s s m a l es a p p a r e n t l y r e l y m o r e o n f a m i l y a n d p e r s on a l s ou r c e s while l o wer - c l a s s f e m a l e s r e ly mor e o n n e wspapers a nd m a g a z i n e s a s well a s t h e i r n e i g h b o u r s ( Patterson, ). All i n a l l, p rint m e d i a w a s f o u n d t o b e t h e m o s t s i g n i f i c a n t i n f o rm a t i o n s o u rce u s e d b y t h e o l d e r m a rket a s a w h o l e, s u g g e s t i n g t h a t t h i s s o u rce o f i n f o rmation needs t o b e f u n d e d m o re tha n o t h e r sources. T h e c o s t o f a c q u i r i n g a n e w c u s t o m e r i s a b o u t 4 t o 1 0 t i m e s h i g h e r t h an t h e c o s t o f a n e x i s t i n g o n e, h e n c e i t i s v e r y i m p o r t a n t t o re t a i n e x i s t i n g c us t o m e rs, e s p e c i a l ly o n a v e r y c o m p e t i t i v e ma r k e t s u c h a s t o u r i s m ma r k e t. T h a t i s why we m u s t r e g u l a r l y k e e p o u r c u s t o m e r s i n fo rmed a b o u t n e w p r o d u c t s, s e r v i c e s, f e a t u r e s a n d b e n e f i ts o v e r t i m e. T h e re are m o re ways to achieve th i s. Advertising Advertising i s a m e t h o d o f p r e s e n t i n g a m e s s a g e t o p e r s u a d e a b i g a u d i e n c e t o p u r c h a s e o r t a k e s o m e a c t i o n u p o n p r o d u c t s o r s e r v i c e s. An a d v e r t i s e m e n t c o n s i s t s o f t h e b r a n d n a m e o f t h e p r o d u c t o r s e r v i c e an d i t s b e n e f i t s t o u s e r s. M e d i a u s ed f o r a d v e r t i s e m e n t a r e t e l e v i s i o n, r a d i o, n e wspapers, m a g a z i n e s, b i l l b o a r d s, p o s t e r s, b r o c h u r e s, p e r i o d i c a l s, c i n e m a e t c. Advertisements a r e p laced i n t h e m e d i a ma i n l y with t h e o b j e c t iv e t o c reate a w a reness a b o u t e x i s t e n c e o f a p r o d u c t o r a s e r v i c e. O n c e t h e customers a r e a ware o f i t, t h e y n e e d t o b e c o n s t a n t l y remi n d e d a b o u t i t i n o r d e r n o t t o f o r g e t t h a t s o m e t h i n g i s a v a i l a b l e o n t h e m a r k e t. T h e o b j e c t i v e o f r e p e a t e d a d v e r t i s e m e n t s i s t o in f l u e n c e t h e b u y i n g d e c i s i o n a n d a t t r a c t b o t h n e w a n d e x i s t i n g c u s t o m e r s. Since s t u d i e s h a v e s h own t h a t n e wspapers a n d m a g a z i n e s h av e t h e bi g g e s t i m p a ct o n t h e d e c i s i o n m a k i n g p r o c e s s o f e l d e r l y t o u r i s t s, o n e s h o u l d i d e n t i f y k e y n a t i o n a l a n d i n t e r n a t i o n a l p r i n t m e d i a f o r t h a t t a r g e t g r o u p. Additionally, d e p e n d i n g o n t h e t y p e o f t h e p r o d u c t a nd t h e s e g m e n t i ns i d e th e we a r e t a r g e t ing, i t m a k es s e n s e t o i d e n t i f y t h e m a t i c m e d i a a s well. T o s e c u r e s p a c e i n p r i n t e d m e d i a i n f o r m

157 o f a g e n u i n e a r t i c l e i n s te a d o f a n a d v e r t i s e m e n t, i t m i g h t c o m e u s e f u l to o r g a n i z e a p r e s s s t u d y t o u r - a l o n e o r i n c o o p e r a t i o n with destination. Sales promotion O n c e o u r c u s t om e r s a re i n f o r m e d a b o u t o u r of f e r, s a l e s p romot i o n t o o l s will b e u s e d t o s t i m u l a t e s a l e s. Sales p r o m o t i o n i s a s h o r t - t e r m m e c h a n i s m, l o y a l t y c a r ds b e i n g t h e o n l y e x c e p t i on. M a i n g o a l s o f s a l es p r o m o t i o n a r e t o a c q u i r e n e w g u e s t s, r a i s e a wareness a b o u t a p r o d u c t o r a s e r v i ce, e n c o u r a g e g u e s t s to s a m p l e t he n o v e l t y, i n c r e a s e o u t o f s e a s o n d e m a n d, a t t r a c t g u e s t s f r o m o u r c o m p e t i t o r s, p r o l o n g l i f e c y c l e o f a p r o d u c t o r a s e r v i c e, a n d t o s e l l s o m e t h i n g i n l a r g e r q u a n t i t i e s. Customers will b e a t t r a c t e d t owards d i s c o u n t s ( e a r l y b i r d 1 0 % d i s c o u n t, weekday d i s count, l a s t m i n u t e ), p a c ka g e s ( weekend p a c k a ge ), g i f t s ( b u y 1, g e t 1 f r e e ; s e c o n d p e r s o n f r e e ; p a y 4 d a ys, s t a y 5 ), s p e c i a l h o li d a y o f f e rs ( Christmas offer, Valent i n e s p a c k a g e ). 156 Since a l a r g e p r o p o r t i o n o f s i l v e r t o u r i s t s i s r e t i r e d, m a n y h o t e l s will o f f e r s p e c i a l p a c k a g e s a n d d i s c o unt s d u r i n g weekdays, t h e r e b y f i l l i n g t h e i r capacities i n n o r m a l l y q u i e t e r d a y s. T h e s e p a c k a g e s c a n be l o n g e r t h a n n o r m a l ( u p t o 7 d a y s ) a n d will i n c l u d e p am p e r i n g s e r v i c e s, r e laxation, m a s s a g es, e a s y h i k i n g oppo r t u n i t i e s, h e a l t h y d iet etc. Another i m p o r t a n t a s p e c t o f s a l e s p r o m o t i o n a r e f a i rs, e v e n t s a n d w o rkshops. Since y o u a r e s e l l i n g t o u r i s m r e l a t e d s e r v i c es a n d p r o d u c t s, i t m akes s e n s e to i d e n t i f y m o s t i m p o r t an t B2B a n d B2C t o u r i s m e v e n t s, b o t h n a t i o n a l a n d i n t e r n a t i o n a l ( e g. W T M L o n d o n, I T B Berlin), b u t d o n o t f o r g e t t o c o n s i d e r o t h e r e v e n t s where t h e p o t e n t i a l t a r g e t g r o u p m i g h t g a t h e r ( e g. d e d i c a t e d e v e n t s f o r t h e s e n i o r s, s u c h a s F e s t iv a l o f t h e T h i r d Age l j u b l j a n a / o r t h e m a t i c f a i r s ). I n a d d i ti o n t o s e n i o r e v e n t s, c on s i d e r r e a c h i n g s e n i o r s t h r o u g h a r t s a n d c u l t u r a l e v e n t s l i ke c o n c e r t s, p l a y s, m ovi e t h e a t r e s, o r a t l i b r a r i e s. Seniors h a v e m o r e s p a r e t i m e t h a n a n y o t h e r a g e g r o u p, s o a s k y o u r s e l f, t h e r e t h e y s p e n d i t. Personal selling Another i m p o r t a n t e l e m e n t o f t o u r i s m p r o m o t i on a l m i x i s p e rsonal s e l l i n g. T o u r i s m c o m p a n i e s h a v e s p e c i a li z e d s a l e s d e p a r t m e n t s t h a t s e l l p a r t i a l t o u r i s m s e r v i c e s or p a c k a g e s t o o t h e r b u s iness, s u c h a s t o u r o p er a t o r s a n d t r a v e l a g e nci e s ( B2B). I n c a s e o f s h a p i n g a n d s e l l i n g a s p e c i a l i z e d of f e r f o r s e n i o r s, i t i s i m p o r t a n t t o i d e n t i f y k e y b u s i n e s s pa r t n e r s a n d s p e c i a l i z e d a g e n c i e s. T h e r e a r e n o t a s m a n y s p e c i a l i z e d t o u r o p e r at o r s a s t h e r e a r e t ho s e wh o a r e a b l e t o a d a p t t h e i r p r o g r a m m e s t o t h e n e e d s o f s i l v e r t o u r i s t s, s u c h a s i n t e r e s t s, ways o f t r a v e l a n d m e a n s o f t r a v e l. Examples o f r e c o g n i z e d t o u r o p e r a t o r s i n c l u d e Roadscholar, Grand European Tours and Se n i o r Discovery Tours. However, a s i g n i f i c a n t s h a r e o f t o u r i s m p r o d u c t s, e g. a d d i t i o n al b o t t le o f wine at d i n n e r, e x c u r s i o n, s p a t r e a t m e n t... i s p u r c h a s e d o n - s i t e t h r o u g h i n d i v i d u a l s t a f f

158 ( B2C). I n o r d e r t o s u c c e s s f u l l y s e l l o u r p r o d u c t s t o s i l v e r t o u r i s t s, i t i s v e r y i m p o r t a n t t o h a v e a h i g h l y m o t i v a t e d a n d well t r a i n e d s t a f f i n b o t h p e r s o n a l s a l e s m e t h o d s a n d s i l v e r t o u r is t s n e e d s. Public relations Public relati o n s ( P R) a c t i v i t i e s a r e a c o m p l e m e n t a r y p a r t o f o r g a n i z a t i o n 's m a r k e t i n g. I t i s t h e p r a c t i c e o f m a n a g i n g t h e s p r e a d o f i n f o r m a t i o n b e t ween u s a n d t h e m a i n t o u r i s m s t a k eh o l d e r s, s u c h as p o t e n ti a l a n d e x is t i n g c u s t ome r s, o wners, s h a r e h o l d e r s, s u p p l i e r s, d i s t r i b u t i o n c h a n n e l s, c o m p e t i t o r s, e m p l o y e e s, u n i o n s, a s s o c i a t i o n s a n d c h amb e r s, g o v e r n m e n t, m e d i a, l o c a l c o m m u n i t y..., a n d t o t r y t o i n f l u e n c e t h e m r a t h e r t h a n b u y p l a c e m e n t f o r b r a n d c o n t e n t. Accordi n g t o s e v e r a l a u t h o r s, t h e m o s t u s e d PR t o o l s i n t o u r i sm a re m e d i a relations ( i n c l u d i n g p r e s s r e l e a s e s, p r e s s c o n f e r en c e s, m e d i a s t u d y t o u r s... ) a n d s p o n s o rship s ( m o s t l y of l o c a l e v e n t s, f e s t i v a l s, b u t a l s o a t t r a c t i o n s ). 157 As a s i l v e r t o u r i s m s e r vi c e p r o v i d e r i t would ma k e s e n s e t o c o n si d e r sponsoring o r co- o r g a n i z i n g a n e v e n t t h a t i s p r i m a r i l y t a r g e t i n g o u r d e s i r e d c u s t o m e r s. W e c a n a l s o c r e a t e s u c h a n e vent t o r a i s e a wareness a b o u t u s a n d o u r p r o d u c t s, i n v i t i n g l o c a l c o m m u n i t y a n d b u s i n e s s t o j o i n u s. I n t h e s p i r i t o f s u s t a i n a b l e t o u r i s m d e v e l o p m e n t a n d t h e i m p o r t a n c e o f C SR, we c a n a l s o s p r e a d p o s i t i v e i m a g e o f o u r o r g a n i z a t i o n b y c h o o s i ng a l o c a l a t t r a c t i o n a n d s u p p o r t i t e i t h e r f i n a n c i a l l y o r e g. b y m a k i n g i t m o r e a c c es s i b l e t o t h e e l d e r l y ( t h e r e b y d i r e c t l y a d d r e s s ing o u r u s e r s ' n e e d s ). Direct marketing O n c e we h a v e e n g a g e d a c u s t o m e r, i t i s i m p o r t a n t t o e s t a b l i s h a l o n g - t e r m r e l a t i o n s h i p with t h e m. I n o r d e r t o a c h i e v e t h i s, we u s e d i rect m a r k e t i n g t o o l s, m a n y o f which h a v e n o wadays b e c o m e d i g i t a l. I f i n t h e p a s t o r g a n i z a t i o n s u s e d t o s e l l p e r s o n a l m a i l i n g, ne wsletters of today are mostly sent via e - m a i l. F o r e f f i c i e n t u s e o f d i r e c t m a r k e t i n g, i t i s i m p o r t a n t t o c o m p i l e a d a t a b a s e o f r e l e v a n t c o n t a c t s. Besides t h e c o n t a c t a d d r e s s, n u m b e r a n d / o r e - m a i l, i n f o r m a t i o n a b o u t c u s t o m e r s a g e, ha b i t s a n d i n t e r e s t s will help u s t a r g e t o u r p o t e nt i a l c l i e n t s in a m o r e e f f i c i e n t m a n n e r. Since c u s t o m e r s a r e c o n s t a n t l y b o m b a r d e d with m e s s a g e s, i t i s r e a l l y i m p o r t a n t t o i d e n t i f y who m we wan t t o t a r g e t a n d what we a r e offeri ng. Sendi ng a s pec i al s eni ors week end pac k age offer to an i nbox of an 18 - y e a r o l d d o e s n o t d o u s a n y g o o d. Assignment: 1) Determine which t r a d i t i o n a l m a r k e t i n g m e t h o ds y o u r c o m pa n y u s es a n d d i s c u s s within a g r o u p which o f t h e s e m e d i a c h a n n e l s h a v e p r o v e d m o st e f f i c i e n t i n r e a c h i n g y o ur t a r g e t g r o u p s. 2) Of t h e s e t r a d i t i o n a l m a r k e t i n g m e t h o d s, d i s cuss which would b e m o s t e f f i c i e n t t o r e a c h Silver Tourists.

159 Case Study Hilton Family o f Hotel s 5 0 Plus Prog ramme I n , t h e Hilton F a m i l y o f Hotels i n Canada s t a r t e d o f f e r i n g p r e f e r r e d r a t e s t o a n y t r a v e l e r a g e 5 0 a n d o v e r t h r o u g h t h e Hilton F a m i l y o f H o t e l s 5 0 Plus p r o g r a m. T h e n o v e l t y was i n t r o d u c e d b e c a u s e o f a g r o wing d e m a n d f o r a h i g h - qu a l i t y h o t e l e x p e r i e n c e a m o n g c o n s u m e r s a g e d p l u s i n Canada, a s e g m e n t t h a t r e p r e s e n t e d t h e f a s t e s t g r o wing a g e g r o u p i n t h e c o u n t r y a n d o n e t h a t h a s t a k e n 3 8 p e r c e n t o f a l l t r i p s be t ween a n d As a r e s u l t, t h e Hilton F a m i l y o f H o t e l s o f f e r e d a 1 0 p e r c e n t d i s c o u n t o f f t h e B e s t Available Rate, p r o v i d i n g t r a v e l e r s 5 0 a n d o v e r m o r e f l e x i b i l i t y a n d a c c om m o d at i o n s c h o i c es while t r a v e l l i n g f o r l e i s u r e. T o s t i m u l a t e m o r e a wareness a b o u t t h e Hilto n F a m i l y o f Hotels o f f e r i n g s a m o n g t h e and- o v e r t r a v e l l i n g s e g m e n t i n Can a d a, t h e Hilton F a m i l y o f Hotels t e a m e d u p with w ww.50plus.com i n a m a r k e t i n g a n d p r o m o t i o n s a r r a n g e m e n t t h a t e n a b l e d t r a v e l e r s t o g a i n t r av e l t i p s, r e a d e d i t o r i a l f e a t u r e s a n d l e a r n a b o u t t r a v e l p r o m o t i o n s l i k e t h e Hilton Family of Hotels 50Plus promotion. 158

160 DIGITAL MARKETING IN SILVER TOURISM. I n t h e l a s t d e c a d e, i n t e r n e t e v o l v e d f r o m a p h e n o m e n o n t o a n i n t e g r a t e d p a r t o f t h e d a i l y l i v e s o f b i l l i o ns o f p e o p l e g l o b a l l y. I n , a r o u n d 4 0 % ( 3 b i l l i on p e o p l e ) o f t h e world s p o p u l a t i o n h a d a n i n t e r n e t c o n n e ction which was a 7. 9 % i n c r e a s e o f u s e r s c o m p a r e d t o ( I n t e r n e t L i v e Stats, ) b i l l i o n i n t e r n e t u s e r s a l s o u s e d s o c i a l m e d i a a t t h a t t i m e % o f t o t a l i n t e r n e t u s e r s ( Sta t i s t a, ). W i t h a n e s t i m a t e d i n c r ea s e t o b i l l i o n s o c ial m e d i a u s e r s i n , i n t e r n e t a n d s o c i a l m e d i a h a v e b e c om e t h e m a j o r f o r m o f g l o b a l c o m m u n i c a t i o n. W ith 582 million u s e r s, Europe i s t h e second b i g g e s t m a r k e t o f i n t e r n e t u s e r s with Asia a s t h e l e a d i n g m a r k e t with 1, 4 b i l l i o n. ( I n t e r n e t W o r l d Stats, ). T h e s e n u m b e r s s h o w t h a t t h e i n t e r n e t p e n e tr a t i o n i s t h e h i g h es t in westernized m a r k e t s f o l l o wed b y d e v e l o p i n g m a r k e t s ( e. g. Asia). I t c a n b e a s s u m e d t h a t t h e r e i s a c o n n e c t i o n b e t ween wealth a n d t h e u s a g e o f i n t e r n e t s i n c e North America a n d Europe m a k e u p f o r 6 2 % o f t h e t o t a l n e t wealth worldwide (Davies, Lluberas, & Shorrocks, 2012). 159 T h i s t r e n d d o e s n o t on l y i n f l u e n c e y o u n g pe o p l e b u t s t a r t s t o r e a c h t h e s e g m e n t. According t o t h e Pew Research Cen t r e, i n t e r n e t u s e a m o n g t h o s e g r e w % b e t ween a n d , t h e largest g r o wth i n a d e m o g ra p h i c g r o u p. F u r t h e r m o r e, t h e i r s t u d y s h o wed t h a t o f t ho s e t h a t g o o n l i n e, 7 1 % d o s o d a i ly a n d 3 4 % u s e s o c i a l m ed i a. Data a l s o s h o ws t h a t while t e e n s a r e m o v i n g a way f r o m F a c e b o o k, t h e o l d e r g en e r a t i o n h a s f o u n d t h a t i t s e r v e s t h e m q u i t e well. Same g o es f o r T witter and Skype. W i t h m o r e s e n i o r s u s i n g i n t e r n e t i n , i t m a k e s s e n s e f o r c o m p a n i e s t o s t a r t t a r g e t i n g Silver T o u r i s ts t h r o u g h d i g i t a l m a r k et i n g. However, o n e s h o u l d n o t e t h a t f o r t h i s g r o u p o f c o nsumers I CT l i t e r a c y m ay s t i l l b e b e l o w t h e av e r a g e o f t h e p o p u l a t i o n. The digital media channel mix As a Silver T o u r i s m s t u d e n t, i t i s i m p o r t a n t t o k n o w t h e o r e t i c a l l y what i s a v a i l a b le a s m e a n s o f o n l i n e c om m u n i c a t i o n. Chaffey, Ellis - Chadwick, M a y e r, a n d J o h n s t on ( ) d e t e r m i n e d s i x k e y t y p e s o f d i g i t a l m e d i a c h a n n e l s : 1 ) s e a r c h m a r k e t i n g, 2 ) o n l i n e PR, 3 ) o n l i n e p a r t n e r s h i p, 4 ) i n t e r a c t i v e a d s, 5 ) o p t - i n e -m a i l, 6 ) v i r al m a r k e t i n g.

161 F i g u r e 3 7 : D i g i t a l m e d i a c h a n n e l m i x 160 S o u r c e : ( C h a f f e y e t a l., ) 1. Search e n g i n e m a rke t i n g i s a s t r a t e g y t h a t a l lows u s t o p l a c e m e s s a ge s on a s e a r c h e n g i n e t o e n c o u r a g e c l i c k - t h r o u g h t o a website when t h e u s e r t y p e s a s p e c i f i c k e y word p h r a s e. T wo k e y s e a r c h m a r k e t i n g t e c h n i q u e s a r e p a y - p e r - click, where we p a y f o r o u r a d s t o b e d i s p l ay e d o n t h e s e a r c h e n g i n e r e s u l t s p a g e s as a s p o n s o r e d l i n k when a s p e c i f i c k e y p h r as e i s e n t e r e d b y t h e u s e r, a n d s e a rch e n g i n e o p t i m i z a t i o n, a s t r u c t u r e d a p p r o a c h u s e d t o i n c r e a s e o u r p o s i t i o n i n s e a r c h e n g i n e l i s t i n g s f o r s e l e c t e d k e y words o r p h r a s e s. I n o r d e r t o b e t t e r u n d er s t a n d k e y words t h a t pe o p l e u s e i n s e a r c h e ng i n e s, o n e m u s t c o n d u c t a k e y word r e s e a r c h. T o o l s s u c h a s G o o g l e A d words Keyword Planner m i g h t c o m e h a n d y. 2. O n l i n e PR i s v e r y s i m il a r t o t r a d i t i o n a l PR; ho wever, while t r a d i t i o n a l PR t y p i c a l l y t a r g e t s t r a d i t i o n a l m e d i a, s u c h a s T V, r a d i o, n e wspapers a n d m a g a z i n e s, o n l i n e PR pr i m a r i l y t a r g e t s o n l i n e p r o p e r t i e s, s u c h a s b l og g e r s, websites, b r a n d s i t e s, s o c i a l m e d ia u s e r s (F a c e b o o k, Pinterest, T witter, I n s t a g r a m... ) e t c. I n o r d e r t o b e s uc c e s s fu l with o n l i n e PR, y o u s h o u l d i n v e s ti g a t e o p t i on s t o p u t y o u r n a m e o n o t h e r websites. Since y o u c a n n o t b e e v e r y where, i t is i m p o r t a n t t o p r i o r i t i z e which s i t e s a n d p a r t n e rs h i p s y o u want t o i n v est y o u r t i m e a n d m o n e y i n. Sm a r t I n s i g h t s h a s d e veloped t h e Digital M a rk e t i n g Radar which g i v e s y o u a n i d e a o n t h e d i f f e r e n t t y p e s o f s i t e s a n d a p p s y o u s h o u l d t h i n k a b o u t.

162 F i g u r 3 8 : D i g i t a l M a r k e t i n g R a d a r 161 S o u r c e : w w w. s m a r t i n s i g h t s. c o m As a s i l v e r t o u r i s m s e rv i c e p r o v i d e r, t h i nk a bo u t which o n l i n e m e d i a y o u r t a r g e t g r o u p i s u s i n g a n d / o r r e a d i n g i n o r d e r t o d e v e l o p y o u r d i g i t a l PR c a m p a i g n. 3. T h r o u g h onl i n e p a rt n e rships y o u c a n c r ea t e a n d m a n a g e l o n g - t e r m a r r a n g e m e n t s t o p r o m o t e y o u r o n l i n e s e r v i c e s o n t h i r d p a r t y websites o r t h r o u g h e m a i l c o m m un i c a t i o n s. Different f o r m s o f p a r t n e r s h i p s include a f f i l i a t e m a r k e t i n g, s po n s o r s h i p s, c o - b r a n d i ng, l i n k b u i l d i n g a n d widget m a r k e t i n g. An e x a m p l e o f a s u cc e s s f u l Sloveni a n a f f i l i a t e p r o g r a m m e, v e r y a p p r o p r i a t e f o r a r r a n g i n g t r a n s f e r s o f y o u r si l v e r t o u r i s t s, c a n b e f o u n d h e r e. L o o k f o r s i m i l a r e x a m p l e s a n d o p p o r t u n i t ies in your own country.

163 4. I n t e ractive a d v e rtisin g u s e s i n t e r a c t i v e m e di a, b o t h o n - a n d o f f l i n e, a n d a c t i v e l y e n g a g e s t h e f inal c u s t o m e r. I t i s h i gh l y a p p e a l i n g t o a p r e p a r e d a u d i e n c e b u t c o s t l y, d i f f i c u l t a n d t i m e - c o n s u m i n g t o p r e p a r e, e s p e c i a l l y f o r t h e m a r k e t s t h a t y e t ha v e t o b e p r o p e r l y i de n t i f i e d a n d a n a l y s e d, h e n ce d e f i n i t e l y n o t n u m b e r o ne c h o i c e f o r s i l v e r t o u r is t m a r k e t. 5. Another way t o r e a c h y o u r c u s t o m e r s o n t h e i n t e r n e t i s t h r o u g h e - m a i l. Unlike s p a m p r o m o t i o n a l e - m a i l s t h a t g e t s e n t o u t t o l a r g e l i s t s o f r e c i p i e n t s without r e g a r d t o wheth e r o r n o t t h e y want t h e i n f o r m a t i o n, opt- i n e - m a i l s a r e o n l y s e n t t o p e o p l e who s p e c i f i c a l l y r e q u e s t t h e m. I n o r d e r t o c o m p i l e t h e l i s t o f o p t - in e - m a i l s, y o u r p o t e n t i a l ( o r e x i sting) c u s t o m e r s m u s t sign - up o n l i n e t h r o u g h a s i m p l e a n d f a s t p r o c e s s, e i t h e r o n y o u r webpage/ s o c i a l m e d i a p a g e s o r t h i r d pa r t y p a g e s, a s well as o n v a r i o u s o t h e r oc c as i o n s, s u c h a s e v e n t s, t o u r i s m i n f o r m a t i o n c e n t r e s, t o u r i s t o f f i c e s e t c. T h e l i s t y o u k e e p will start sm a l l b u t s h o u l d g r o w over time. 6. As t h e word " v i r a l " a p p l i e s, v i ral m a rketing s p r e a d s a m o n g p e o p l e l i k e a v i r u s ; y o u mi g h t n o t k no w t h a t t h e t e r m h a s be e n a r o u n d f o r a l o n g t i m e, m o s t l y b e i n g u s e d f o r t h e s p r e a d o f i n f o r m a t i o n b y word - of- m o u t h b e f o r e t h e r i s e o f i n t e r n e t. Nowad a y s v i r a l m a r k e t i n g i s m o s t l y c o n n e c t e d t o s p r e a d o f i n f o r m a t i o n v i a s o c i a l n e t works a n d o t h e r i n t e r n e t - b a s e d p l a t fo r m s. W h a t e v e r v i r a l c o n t e n t y o u c r e a t e, m a k e s u re i t h a s e n o u g h a p p ea l f o r p e o p l e t o b e willing t o s h a r e i t with o t h e r s. I n c a s e o f s i l v e r t o u r ism, y o u s h o u l d o f c o u r s e c o n s i de r t h e l i m i t a t i o n s o f s u c h t o o l i n t e r m s o f h o w m a n y p o t e n t i a l c l i e n t s i t c a n ac t u a l l y r e a c h. 162 Assignment: 1) Determine which d i g i t a l m e d i a c h a n n e ls y o u r c o m p a n y u s es a n d d i sc u ss within a g r o u p which o f t h e s e m e d i a c h a n n e l s h a v e p r o v e d m o s t e f f i c i e n t i n r e a c h i n g y o u r t a r g e t g r o u p s. 2) Of t h e s e d i g i t a l m e d i a c h a n n e l s, d i s cuss which would b e m o s t e f f i ci en t t o r e a c h Silver Tourists.

164 LOW COST MARKETING SOLUTIONS AND TOOLS. G o o d m a r k e t i n g i s n o t n e c e s s a r i l y e x p e n si v e, b u t i t d o e s r e q u i r e e f f o r t, s t r a t e g y, i n n o v a t i o n a n d a n i n v e stment i n t i m e. Here a r e j u s t a f e w l o w c o s t m a r k e t i n g i d e as ( T o u r i s m & Events Q u ee n s l a n d, , p ). All t h e m e t h o d s i n t h i s s e c t i o n a r e d i r e c t l y t a k e n f r o m t h e Big M a r k e t i n g G u i d e o f Q u e e n s l a n d a n d o n l y s l i g h t l y m o d i f i e d t o f i t within this element. G e t i n v o l v e d a n d c o n t r i b u t e t o y o u r l o c a l c o m m u n i t y Consider s u p p o r t i n g local c a u s e s, f a m i l y e v e n t s a n d s p o r t i n g c l u b s with p r i z e s / g i v e a ways t o e x p e r i e n c e y o u r p r o d u c t. T h i s will h e l p t o b u i l d l o c a l c u s t o m er l o y a l t y. Send a m e d i a re l e a s e t o t r a v e l writers a n d n e ws j o u r n a l i s t s wh o m i g h t b e i n t e r e s t e d i n g i v i n g s u pp o r t t o t h e c o m m u n i t y ev e n t s y o u s p o n s o r. F r am e l e t t e r s o f a p p r e c i a t i o n a n d d i s p l ay t h e m i n a h i g h - p r o f i l e p u b l i c a r e a. I n c l u d e a s e c t i o n o n y o u r website t o p r o m o te y o u r c o m m u n i ty s u p po r t a n d l i n k t o t h e webs i t e s o f t h e g r o u p s a n d o r g a n i s a t i on s y o u s p o ns o r. O f f e r locals a l oy a l t y m em b e r s h i p c a r d with o p p o r t u n i t i e s t o g a i n d i sc o u n t s a n d r e wards. 163 M e s s a g e o n h o l d Use t h e t i m e y o u r t el e ph o n e c a l l e r s a r e o n h o ld t o t e l l t h e m a b o u t y o ur p r o d u c t a n d s e r v i c e s with t a r g e t e d m e s s a g e s. You c a n c r e a t e a n d m a n a g e t he m e s s a g es y o u r s e l f o r work with a c o m p a n y t h a t will manage everythin g f o r y o u. T h e y will write y o u r m e s s a g e s, d o t h e v o i c e r e c o r d i n g s a n d c h a s e y o u u p o n a r e gu l a r b a s i s t o r e f r e s h y o u r c o n t e n t. O f c o u r s e, y o u c a n c h a n ge t h e m e s s a g es a t a n y t i m e a n d i t is a g r e a t way t o s p r e a d t h e word a b o u t n e w o r s e a s o n a l c a m p a i g n s, as w e l l a s g e t m e s s a g e s a c r o s s a b o u t y o u r s e r v i c e s a n d e x p e ri e n c e s. Destination fi rst, p rod u c t s e c o n d I t i s i m p o r t a n t t o r e m em b e r d e s t i n a t i o n i s ki ng. W h i l e t o u r i s m p r o d uc t i s a k e y e l e m e n t i n t h e d e s t i n a t i o n s t o r y, i t i s t h e d e s t i n a t i o n i t s e l f t h a t s p e a k s f i r s t a n d f o r e m o s t t o t h e c o n s u m e r. I f y o u p r o m o t e y o u r a wesome p r o d u c t within t h e c o n t e x t o f y o u r a m a z i n g d e s t i n a t i o n, y o u a r e f a r m o r e l i k e l y t o c a p t u r e t h e i m a g i n a t i o n o f p o t e n t i a l t o u r i s t s t h a n t h e o t h e r way a r o u n d. J u s t a s m a n y t r a v e l l er s c h o o s e a d e s t i n a t i o n f o l l o wed b y t h e a i r l i n e o n which t o t r a v e l, s o t o o d o t h e y c h o o s e a t o u r i s m p r o d u c t o r o p e r a t o r. Be responsive M a k e s u r e y o u r e s p o n d t o e m a i l r e q u e s t s i n s t a n t a n e o u s l y a n d f o l l o w u p t o r e s o l v e t h e r e q u e s t within 2 4 ho u r s. You will s e e h o w i m p r e s s e d c o n s u m e r s will b e when y o u g e t s t r a i g h t b a c k t o t h e m. Remember t o r e s p o n d p r o m p t l y t o s o c i a l m e d ia c o m m e n t s a n d q u e s t i o ns o n s o c i a l p l a t f o r m s. J o i n n e t w o rks, industry and community orga n i z a t i o n s I f y o u h a v e t im e, e n e r gy a n d c o mm i t m e n t, g e t i n v o l v e d with y o u r l o c a l c o m m u n i ty a n d i n d u s t r y o r g a n i z a t ions. I t i s a g r e a t way t o m e e t p e o p l e, c o n t r i b u t e t o t h e

165 i n d u s t r y a n d n e t work. M a k e t h e m o s t o f your r e l a t i o n s h i p s b y tu r n i n g u p t o m e e t i n g s a n d f u n c t i o n s ; k e e p y o u r c o m m u n i t y or l o c a l i n d u s t r y n e t works i n f o r m e d if y o u h a v e a n e w product or experience, and remember to send a media release. Nominate fo r industry o r professio n a l a w a rd s T h e r e a r e l o t s o f a wards h e l d e a c h y e a r. Speak t o y o u r L o c a l, Regional o r National T o u r i s m O r g a n i z a t i o n ab o u t which a r e t h e m os t p r e s t i g i o u s a n d i f you m e e t t h e c r i t e r i a, m a k e s u r e y o u e n t e r. By e n t e r i n g a n d winning y o u c a n i n c r e a s e y o u r e x p o s u r e t o n e w m a r k e ts a n d i n d u s t r y g r o u p s. Is s u e a m ed i a r e l e a s e i f y o u win a nd d i s p l a y y o u r a wards where customers can see th e m. 164 Participate in t rade e v e n t s, m i s s i o n s a n d roa d s h o w s L o o k f o r e v e n t s t h a t a r e p l a n n e d i n y o u r r e g i o n. Profit o f f o t h e r t o u r i s m p r o m o t i o n s a n d l e v e r a g e o f f t h e i r ad v e r t i s i n g. I f p o s s ible, s h a r e e x h i b i t i o n s p a c e a n d d i s p l a ys with a n o p e r a t o r y o u p a c k a g e with. L o o k f or e v e n t s t h a t a r e p l a nn e d f o r y o u r r e g i o n. T h e b e a u t y a b o u t l o c a l e v e n t s i s t h e y can save you time and mo n e y. T e a m u p w i t h o t h e r loc a l o p e rators W o r k a n d p a c k a g e with o p e r a t o r s i n y o u r r eg i o n who t a r g e t t h e same t y p e of c u s t o m e r a s y o u. Share t h e c o s t s t o d e v e l o p o n l i n e a n d p r i n t e d g u i d e s o r f l y e r s t h a t p r o m o t e y o u r o f f e r i n g s. M a k e s u r e t h e s e g u i d e s a r e r e a d i l y a v a ilable t h r o u g h e a c h p a r t i c i p a t i n g b u s i ne s s. Do n o t f o r g e t t o t e l l t h e l o c a l m e d i a, y o u r s o c i a l m e d ia a u d i e n c e, t r a d e p a r t n e r s, a n d y o u r c o n t a c t d a t a b a s e. Net w o rk, network, n e t w o rk O n e o f t h e m o s t p o w e r f u l a n d r e warding l o w - c o s t m a r k e t i n g i d e a s i s t h a t o f n e t working. W o r k with y o u r p e e r s a n d e v e n y o u r r i v a l s a n d y o u will e n j o y m u c h m o r e b u s i n e s s s u c c e ss t h a n i f y o u work a lone. T h e t o u r i s m i n d u s t r y i s g l o r i o u s l y n o t o r i o u s f o r i t s n e t work i n g. T a k e a d v an t a g e o f n e t working e v e n t s a n d m e e t i n g n e w p e o p l e. Be g e n e r o u s w i t h y o u r k n o wledge a n d n e t works, a n d t h e b e n e f i t s will b e t e n f o l d. Referrals a n d recomm e n d a t i o n s Refer y o u r c u s t o m e r s t o o t h e r t o u r i s m n e t work b u d d i e s. Both p a r t i e s wi l l a p p r e c i a t e i t a n d b e m o r e t h a n h a p p y t o r e t u r n t h e f a v o u r. Be professional a n d m a i n t a i n a p o s i t i v e a t t i t u d e Your p o s i t i v e a t t i t u d e a n d o p e n a p p r o a c h a r e y o u r m o s t i m p o r t a n t b u s i n e s s a s s e t s. Recruit t h e r i g h t p e o p l e with t h e r i g h t p e r sona l i t y who a r e c u s t om e r f o c u s e d. Ensure t h e y h a v e t h e r i g h t s k i l l s f o r t h e j o b a n d will f i t i n t o y o u r o r g a n i z a t i o n a l c u l t u r e. G o o d s t a f f a r e a h u g e s e l l i n g a d v a n t a ge t o y o u r b u s i n e s s. Cont i n u e t o t r a i n a n d r e ward y o u r s t a f f a n d k e e p t h e m m o t i v a t e d b y m a k i n g t h e workplace a p o s i t i ve e n v i r o n m e n t.

166 Use branding, s i g n a g e a n d d i s p l a y s Branding i s h o w y o u r b u s i n e s s d i f f e r e n t i a t e s i t s e l f a n d b u i l d s a c o m p e t i t i v e a d v a n t a g e. Your b r a n d s h o u l d p e r m e a t e a l l as p e c t s o f y o u r b u s i n ess f r o m y o u r a d v e r t i s i n g t o y o u r r e c ep t i o n, s e r v i c e a n d c u l t ur e, e v e r y t h i n g s h o u l d r e p r e s e n t y o u r b r a n d v a l u e s a n d p r o m i s e. Do n o t m i s s a n o p p o r t u n i t y t o p u t y o u r n a m e o u t t h e r e. Add y o u r l o g o t o y o u r website, b r o c h u r e s, p e n s, c l o t h i n g a n d m e r c h an d i s e. Pull - up b a n n e r s s h o u l d i n c l u d e i m a g e s t h a t b e s t r e p r e s e n t y o u r b r a n d a n d i n c l u d e y o u r l o g o. Decals o n y o u r c o m p a n y v e h i c l e s a r e a g r e a t way t o p r o m o t e y o u r b u s i n e s s while r u n n i n g e r r a n d s, a t t e n d i n g e v e n t s, t r a v e l l i n g t o a n d f r o m wo r k, o r e v e n when y o u r v e h i c l e i s s i t t i n g i dl e i n a c a r p a r k. 165 T h i n k o f o t h e rs Keep a b i r t h d a y d i a r y o f y o u r k e y b u s i n e s s a n d c u s t o m e r c o n t a c t s. Call, s e n d t h e m a c a r d o r e m a i l t o wish t h e m a g r e a t d a y a n d l e t t h e m k n o w y o u a r e t h i n k i n g o f t h e m. T h e y will r e m e m be r y o u b e c a u s e y o u r em e m b e r e d t h e m. Ask ne w c u s t o m e rs i f t h e y w e r e r e f e r r e d a nd i f s o, by whom. T h e n f o l l o w wi t h a b r i e f b u t si n c e r e e m a il o r c a r d o f t h a n k s t o t h e p e r s o n / s who recommended you. Vouchers Encourage p e o p l e t o tr y y o u r p r o d u c t a n d services b y d i s t r i b u t i n g v o u c h e r s or c o u p o n s t h r o u g h n e wspapers, b r o c h u r e s, c o up o n b o o k s, d i r e c t m a i l a n d e m a i l. I n c l u d e a n e x p i r y d a t e t o c r e a t e a s e n s e o f u rg e n c y a n d u s e a c o d e t o t r a c k t h e s u c c e s s o f e a c h c a m pa i g n. Remember t o a dd v a l u e r a t h e r t h a n d is c o u n t y o ur p r o d u c t, e. g. i n c l u d e a l a t e c h e c k o u t o r b o t t l e o f wine. Check your home pa g e As s i m p l e a s i t s o u n d s, m a k e s u r e y o u r p r o d u c t a n d s e r v i c e s a r e c l e a r l y i d e n t i f i e d o n y o u r website h o m e p a g e. Consumers s h o u l d b e a b l e t o s e e i n a n i n s t a n t what k i n d o f t o u r i s m p r o d u c t y o u a r e a n d what s e rv ic e s y o u o f f e r. I t c a n b e e f f e c t i v e t o a d v e r t i s e y o u r s p e c i a l of f e r s o n y o u r h o m e p a g e a s well. G o o g l e i t Check o u t G o o g l e a n d G o o g l e L o c a l Busines s Centre f o r f r e e b u s i n e s s a p p l i c a t i o ns s uc h as G oogl e Maps, i nformati on and res ourc es. G oogl e has a number of eas y - tou s e t o o l s t h a t a r e g r e a t f o r b u s i n e s s. Create a n a c c o u n t with G o o g l e M y Business a n d u s e i t t o m a n a g e y ou r G o o g l e L o c a l Busines s Centre listings. Social media Social m e d i a is f r e e t o u s e a n d e a sy t o s e t up. W h i l e i t d o e s t ak e some t i m e to m a n a g e a n d n u r t u r e a n e n g a g e d a u d i e n c e, t h e b e n e f i t s f o r t h e o u t l a y a r e e n o r m o u s. A b l o g a r t i c l e, p h o t o o r q u i c k v i d e o c a n b e c r e a t e d a n d e d i t e d q u i c k ly a n d s h a r e d o n p l a t f o r m s s u c h a s F a c e b o o k, T witter, YouTube, I n s t a g r a m o r Pinterest for f r e e. I t j u s t t a k e s s o m e c r e a t i v i t y a n d a l i t t l e t i m e. PPC ( AdWords) and F a c e b o o k a d v e r t i s i n g a r e l o w - c o s t a n d h i g h l y t a r g e t e d. I t i s f r e e t o s e t u p a n a c c o u n t, a n d y o u c a n l i m i t y o u r c a m p a i g n b u d g e t a n d d a i l y s p e n d t o s u i t y o u r

167 budget. You can get started for $5 per day c o m p a r e t h i s with the cost of a print or T V advertisement. L i n k y o u r product to d o m e s t i c t o u ring routes Packaging f o r t h e d r i v e m a r k e t s c a n h e l p k e ep v i s i t o r s i n y o u r d es t ination l o n g e r a n d s p e n d i n g m o r e m on e y. I t s worth c h e c ki ng with y o u r RTO i f a n d h o w t h e y a r e p r o m o t i n g t h e s e t o u r i n g r o u t e s, a n d i f y o u l i k e what y o u h e a r, l o o k f o r ways t o b e c o m e i n v o l v e d. Digital St o rytellin g Digital s t o r y t e l l i n g d e s c r i b e s a s i m p l e, c r e a t i v e p r o c e s s t h r o u g h which p e o p l e t e l l a p e r s o n a l s t o r y as a t wo - m i n u t e f i l m us i n g p r ed o m i n a n t l y s t il l i ma g e s. T h e s e f i l ms c a n t h e n b e s t r e a m e d o n t h e web or broadcast o n t e l e v i s i o n. 166

168 Conclusion W h e n m a r k e t i n g a n d s e l l i n g p r o d u c t s a n d s e r v i c e s t o t h e s i l v e r t o u r i s m s e g m e n t, i t i s i m p o r t a n t t o k e e p i n m i n d t h a t t h e t a r g e t g r o u p i s e x t r e m e l y v a r i e d, h e n c e b o t h o f f l i n e a n d o n l i n e t o o l s c a n a n d s h o u l d b e u sed f o r c o m m u n ic a t i o n an d p r o m o t i o n p u r p o s e s. T h e t r a d i t i o n a l p r o m o t ional m i x c ov e r s a n um b e r o f m e t h o d s u s e d f o r s e l l i n g p r o d u c t s a n d s e r v i c e s, s u c h a s a d v e r t i s i n g, p u b l i c r e l a t i o n s, p e r s o n a l s e l l i n g, s a l es pro m o t i o n, d i r e c t a n d g u e r i l l a m a r k e t i n g e t c., while t h e m a i n d i g i t a l m e d i a c h a n n e l s a r e s e a r c h m a r k e t i n g, on l i n e PR, o n l i n e p a r t n e r s h i p, i n t e r a c t i v e a ds, op t - i n e - m a i l, a n d v i r a l m a r k e t i n g. 167 T h e l a t e s t t r e n d i s o n e - to- o n e m a r k e t i n g - i t is a l l a b o u t l is t e n i n g t o c u s t o m e r s, r e m e m b e r i n g t h e m a n d p r o v i d i n g t h e m with t h e s e r v i c e e a c h r e q u i r e s. I t i s a b o u t a d a p t i n g y o u r m a r k e t i n g s t r a t e g y t o t h e f u t u r e a n d e x p l o i t i n g m o d e r n t e c h n o l o g y t o a c h i e v e a m o r e p e r s o n a l a p p r o a c h. After a p e r i o d o f m a s s m a r k e t i n g, g l o b a l i z a t i o n, s e g m e n t a t i o n a n d l i f e s t y l e g r o u p i n g i n t o u r i s m, t o d a y we h a v e t o f o l l o w t h e t e n d e n c y t o wards individualization. Further information and references for learning, teaching and assessment activities Alén, Dominguez, L o s a d a. New O p p o r t u n i t i e s f o r t h e T o u r i s m M a r k e t : Senior T o u r i s m a n d Accessible T o u r i s m. University of Vigo, Spain. Digital Storytelling: ts/s il ver- stories/how-can-we- understan d - d i g i t a l - s t o r y t e l l i n g Chaffey, D., Ellis - Chad wick, F., M a y e r, R., & J o h n s t o n, K. ( ). I n t e r n e t m a r k e t i n g : s t r a t e g y, i m pl e m e n t a t i on and practice: Pearson Education. Davies, J., L l u b e r a s, R., & Shorrocks, A. ( ). Changes i n h o u s e h o l d wealth in b y r e g i o n. w.z erohedge.c om/s i tes/defaul t / fi l es/i mages/us er5/i mageroot/2013/0 6 / CS wealth 1.jpg G r a n d e, I. ( ). El comportamiento d e l os c o n s u m i d o r e s p o r g r u p o s de e d a d. I m p l i c a c i o n e s s ob r e e l d i s e ñ o d e l m i x d e m a r k e t i n g. Distribución y Consumo. Nº 12 I n t e r n e t Us e r s. ( , J a n u a r y 1 ). u s e r s /

169 Number o f worldwide s o c i a l n e t work u s e r s Statistic. ( , J a n u a r y 1 ). of- worldwide-social - n e t work - u s e r s / Patterson, I ( ) : G r o wing O l d e r - T o u r i s m a nd L e i s u r e Behaviour o f O l d er Adults. W o r l d I n t e r n e t Users Sta t i s t i c s a n d W o r l d Population Stats. ( , J a n u a r y 1 )

170 3.4 Cost Benefit Analysis & Pricing PRICING TOURISM PRODUCTS AND SERVICES. O n c e y o u h a v e a n a l y s e d n e e d s a n d i n t e r e s t s o f y o u r p o t e n t i a l t a r g e t g r o u p, c h o s e n a s e g m e n t, p o s i t i on e d yourself o n t h e p e r c e p t ua l m a p a n d c r e a t e d a s il v e r t o u r i sm p r o d u c t o r s e r v i c e ( s e e a l s o Unit 2 ), a n d b e f o r e p u t t i n g y o u r p r o d u c t on t h e m a r k et a n d s t a r t s e l l i n g i t, y o u n e e d t o p r i c e i t. Pricing o f c o u r s e i s a b i g e l e me n t a n d o n e o f k e y s u c c es s f a c t o r s. T h e p r i c e n e e d s t o b e ac c u r a t e, c o n s i s t e n t a n d c o m p e t i t i ve i n o r d e r t o g a i n i n t e r e s t a m o n g b o t h y o u r c o s t u m e r s ( t o u r i s t s ) a n d y o u r b u s i n e ss p a r t n e r s. 169 T h e u p p e r p r i c e l i m i t i s s e t b y t h e b u y e r s ; y o u c a n n o t c h a r g e m o r e t ha n t h e y a r e willing t o p a y. T h e l o we r p r i c e l i m i t i s s e t b y o p e r a t i o n a l c o s t s o f y o u r o r g a n i z a t i o n ; t h e p r i c e y o u c h a r g e n e e d s t o a t l e a s t c o v e r t h e c o s t s t h a t a r o s e d u e t o s e r v i c e d e l i v e r y. T h e t h ree k e y p ricing f a c t o rs i n t o u rism a re y o u r o p e rating c o s t s ( b o t h f i x e d a n d v a riable), t h e c o s t o f y o u r d i s t ribution n e t w o rk ( c o m m i s s i o n s, f e e s ) a n d y o u r p rofit m a rgi n s. O t h e r f a c t o r s t o c o n s ider when p r i c i n g y o u r p r o d u c t s a re p r i c e s y o u r c o m p e t i t i on c h a r g e s f o r s i m i l a r p r o d u c t s, c u s t o m e r d e m a n d, p r i c e s e n s i t i v i t y o f y o u r t a r g e t m a r k e t s, p e r c e i v e d i m a g e, v a l u e a n d q u a l i t y o f y o u r p r o d u c t, b u s i n e s s a n d / or r e g i o n, a n d s e a s o n a l i t y o f y o u r p r o d u c t a m o n g s t o t h e r s. T h e r e a r e n u m e r o u s s t r a t e g i e s, m e t h o d s a n d m e a n s o f p r i c i n g p r o d u c t s a n d s e r v i c e s, s u c h a s p r e mi u m p r i c i n g, p e n e t r a t i o n s t r a t e g i e s, e c o n o m y p r i c i n g, p r i c e s k i m m i n g, p s y c h ol o g y p r i c i n g, b u n d l e p r i c i n g e t c. I n t h i s u n i t we will h a v e a c l o s e r l o o k a t y i e l d m a n a g e m e n t s t r a t e g y d u e t o i t s r e l e v a n c e f o r a l l t o u r i s m s e r v i c e s with a f i x e d n u m b e r o f a s s e ts ( e g. r o o m s, a i r l i n e s e a t s, b u s s e a t s ). Yield management T h e i d e a o f y i e l d m a n a g e m e n t i s t h a t d i f f e r e n t p e o p l e a r e willing t o p a y d i f f e r e n t p r i c e s f o r y o u r p r o d u c t a t d i f f e r e n t t i m e s. L e t u s t a k e f o r e x a m p l e a h o t e l ; c u s t o m e r s who b o o k f a r i n a d v a n c e g e n e r a l l y ex p e c t a l o wer p r i c e t h a n t h o s e who b o o k l a s t m i n u t e ; a n d customers who a t t e n d a b u s i n e s s ev e n t i n a h o te l a l s o ex p e c t a s p e c i a l p r i c e f o r a c c o m m o d a t i o n ( a t l e a s t f o r t h e d u r a t i o n o f t h e e v e n t ). W i t h y i e l d m a n a g e m e n t y o u c a n m a x i m i z e t h e a v e rage revenue p e r a v a i l a b l e room p e r n i g h t. But i n o r d e r t o d o t h a t, y o u n e e d t o a n a l y z e a n d u n d e rstan d d e m a n d - y o u n e e d t o b e a b l e t o f o r e c a s t i t, o p t i m i z e i t, control it and monitor it. T h e r e a r e a n u m b e r o f f o r c e s i m p a c t i n g d e m a nd f o r r o o m s a t a n y g i v en t i m e, a n d y o u r g o a l i s t o f i n d t he b a l a n c e b e t ween r o o m r a t e, c o s t s, a n d o c cupancy t h a t m a x i m i z e s r e v e n ue.

171 You c a n p redict d e m a n d b y l o o k i n g a t h i s t o r i cal r e c o r d s t h a t s h o w y ou which d ays o r s e a s o n s a r e m o r e a n d which l e s s p o p u l a r, a n a l y z e t h e n o - s h o ws a n d a n a l y z e t h e b o o k i n g p a t t e r n s which s h o w y o u h o w f a r i n a d v a n c e c u s t o m e r s n o r m al l y b o o k y o ur r o o m s. T h e n y o u s h o u l d o p t i m i z e d e m a n d. I n o r d e r t o d o t h a t, y o u n e e d t o c a l c u l a t e t h e m i n i m u m a cc e p t a b l e r ev e n u e p e r r o o m. Based o n t h i s i n f o r m a t i o n y ou c a n d e c i de h o w t o s e t y o u r p r i c e wh e n f o r e x a m p l e 7 0 % of y o u r r o o m s h a v e s o l d, what p r i c e i s a c c e p t a b l e f r o m walk - in g u e s t s a n d h o w t o h a n d l e g r o u p b o o k i n g s. T h e r e a r e s e v e r a l o n l i n e t o o l s a v ai l a b l e t h a t h e l p y o u with calculations. I n t h e n e x t s t e p y o u s h o u l d l e a r n h o w t o c o n t rol d e m a n d. I n o r d e r t o m a x i m i z e y o u r r e v e n u e s, y o u c a n a p p l y v a r i o u s s t r a t e g y c o n t r o l s a t y o u r b o o k i n g s y s t e m o r a t t h e f r o n t d e s k, s u c h a s r e s e r v a t i o n m u s t i n c l u d e Sunday, a d v a n c e r e s e r v a t i o n s r e q u i r e d, r a t e o n l y a p p l i e s i f 2 g u e s t s a r e i n t h e r o o m e t c., a s wel l a s t a c t i c al c o n t r o l s f o r d i s c o u n t ed r a t e s, s u c h as c u s to m e r m u s t a r r i v e o n a f i x e d d a t e, c u s t o m e r m u s t s t a y t h r ou g h a t y p i c a l l y q u i e t n i gh t s, c u s t o m e r 's stay is li m i t e d e t c. 170 The last step req uires y ou to mon ito r dem and and evalua te results of t he firs t th ree steps. Did you manage to sell the rem aining r ooms? I f so, h ow many and at what price? Can you use wh at you have lea rnt in t h e futu re? And, most im portantly, did you not f orget t o a ttend to your cli ents by s pendi ng too much time regulating prices? Break-even analysis O nc e y our produc t or s erv i c e i s on the mark et, i t i s es s enti al to k now y ou break - e v e n p o i n t, i e. t h e p o i n t where y o u r c o s t s a n d r e v e n u e s a r e e x a c t l y e q u a l, where n o p r o f i t h a s b e e n m a d e b u t a l s o n o l o s s e s h a v e i n c u r r e d. T h i s c a l c u l a t i o n i s c r i t i c a l f o r a n y b u s i n e ss s i n c e t h e b r e a k - e v e n po i n t i s t h e l o wer l i m i t o f p r o f i t when d e t e r m i n i n g m a r g i n s. F i g u r e 3 9 : G r a p h i c e x p l a n a t i o n o f b r e a k - e v e n p o i n t S o u r c e : h t t p : / / w w w. j h e m i n g w a y. n e t / _ _ M a t s / B u d g e t _ F i n a n c e / F i n a n c i a l _ A n a l y s i s / B r e a k _ e v e n _ a n a l y s i s. p d f

172 T o c o n d u c t a b r e a k - e v e n a n a l y s i s, y o u n e e d t o k n o w your: a) f i x e d c o s t s, i e. c o s t s t ha t a r e t h e s a m e r e g a r d less o f h o w m a n y u n i ts y o u s e l l ( e g. wages, p r o p e r t y t a x e s, o u t s o u r c e d s e r v ic es c o n t r a c t e d f o r f i x e d am o u n t, y e a r l y m a i n t e n a n c e c o n t r a c t f e e s, s a l e s & m a r k e t i n g, a d v e r t i s i n g c o s t s, p r o v i s i o n s e t c. ) ; b) v a r i a b l e c o s t, i e. c o s t s t h a t a r e a b s o r b e d with e a c h u n i t s o l d a n d t h a t n e e d t o b e r e c o v e r e d i n o r d e r n o t t o l o s e m o n e y with e a c h s a l e ( e g. f o o d, b e v e r a g e s, s t a t i o n e r i e s, l i n e n, c h em i c a l s, l a u n d r y o p e r a t i on s e t c. ) ; c) p r o p o s e d o r d e s i r e d p r i c e o f a u n i t. 171 You c a n u s e t h e f o l l o wing s i m p l i f i e d e q u a t i o n t h a t will l e t y o u k n o w h o w m a n y u n i t s y o u n e e d t o s e l l t o b r e a k - e v e n : Break-even Po i n t = F i x e d Costs / (Unit Sell i n g Price - Variable Costs) Above the br eak -even p oint, every addi tional un it sold increases profi t b y the amount of the uni t con tributi on margin, which is defined as t he amo unt each uni t cont ributes to covering fixed cos ts a nd increasing pro fits. As an equa tion, this is de fi ned as: Unit Con t ribu t i o n M a rg i n = Unit Selling Price - Variable Costs Recording t h i s i n f o r m a t i o n i n a s p r e a d s h e e t will a l l o w y o u t o e a s i l y m a ke a d j u s t m e n t s a s c o s t s c h a n g e o v e r t i m e, a s wel l a s p l a y with d i f f e r e n t p r i c e o p t i o n s a n d e a s i l y c a l c u late the resulting b r e a k - e v e n p o i n t. Note: T h e r e a r e n u m e r o u s m o r e s o p h i s t ic a t e d e q u a t i o n s a v a i l a bl e f or t h e b r e a k - e v e n p o i n t c a l c u l a t i o n i n t o u r i s m t h a t we h a v e n o t c o v e r e d i n t h i s u n i t d u e t o t h e i r c o m p l e x i t y. Competitive pricing Prices in tourism are very dynamic and change with an increased or decreased demand, seasonality, added value or extra services e tc. However, there are several ways to stimulate demand among your target groups and draw them away from your competition, such as seasonal or quantity discounts, segmented pricing, packaging... Note t h a t d i s c o u n t i n g o n p r i c e a l o n e will n o t d i f f e r e n t i a t e y o u f r o m y o u r c o m p e t i t o r s. I t c a n b e a s h o r t t e r m a c t i o n t o b o o s t s a l e s b u t i t i s d ef i n i t e l y n o t a r e c o m m e n d e d l o n g - t e r m s t r a t e g y. T h e r e will a l ways b e a c o m p e t i t o r who c a n u n d e r c u t y o u r p r i c e a n d y o u c a n e a s i l y f i n d y o u r s e l f i n a d o wnward s p i r a l o f c o m p e t i t i v e p r i c e c u t t i ng t h a t will completely de v a l u e y o u r b u s i n e s s. W h a t y o u s h o u l d d o i s a s k y o u r s e l f what v a l u e a d d e d s e r v i c e s y o u p r o v i d e i n c l u s i v e o f t h e e x p e r i en c e a n d f o c u s o n t h a t. I n s t e a d o f d i s c o u n t s, p r ic e y o u r o f f e r o n t h e v a l u e a n d u s e y o u r m a r k e t i n g c h a n n e l s t o c o m m u n i c a t e t h a t v a l u e. Pricing b a s e d o n v a l u e - a d d e d w i l l b e m u c h h a r d e r f o r competitors t o c om p e t e on. Examples a r e c o m p l i m e n t a r y f r u i t u p o n a r r i v a l, f r e e wi - f i o r f r e e p a r k i n g s p a c e, t i c k e t s f o r a l o c a l e v e n t, d i s c o u n t i n a l o c a l r e s t a u r a n t e t c.

173 COST-BENEFIT ANALYSIS. A cost-benefit analysis (CBA) i s a s y s t e m a t i c p r o c e s s f o r c a l c u l a t i n g a n d c o m p a r i n g b e n e f i t s a n d c o s t s o f a p roject o r a d e c i s i o n. CBA h e l p s p r e d i c t whether t h e b e n e f i t s o f a p r o j e c t o r d e c i s i o n o u t weigh i t s c o s t s a n d b y h o w m u ch, r e l a t i v e t o o t h e r a l t e r n a t i v e s. Cost - b e n e f i t a n a l y s i s c a n b e v e r y c o m p r e h e n s i v e, b u t a l s o a b i t m o r e s i m p l e a n d r e a d y to u s e. I n t h i s u n i t we wi l l f o c u s o n t h e l a t t e r. CBA as a method can b e u s e d i n t o u r i s m when developing a new plan or decidi ng to a d d f a c i l i t i e s t o i n c r e a se t o u r i s m p o t e n t i a l. Let u s s u p p o s e w e w a n t t o e s t a b l i s h a rural a rea a s a h o l i d a y d e s t i n a t i o n f o r s i l v e r t o u rists which r e q u i r e s s o me a d j u s t m e n t s o f c u r r e n t o f f e r. I n o r d e r t o c o n du c t t h e CBA, w e f i rst n e e d t o l i s t c o s t s related t o t h e i n v e s t m e n t a n d b e n e f i t s i t w i l l b ring t o t h e l o c a l c o m m u n i t y. O f c o u r s e s o m e i t e m s will b e f a i r l y a c c u r a t e while o t h e r s will b e e s t i m a t e s o r e v e n u n m ea s u r a b l e. 172 W e h a v e u s e d t h e l i s t o f i n f o r m a t i o n t h a t i s ne c e s s a r y f o r t h e CBA b y G o l d m a n, Nakazawa and Taylor (1994) and adopted it to our needs and situation: A - COST S - I n f o rmatio n w e n e e d : 1) I n v e n t o ry o f c u rrent p u b l i c s u p p o rt s e rv i c e s, s u c h a s s e wer, s t r e e t s, water, r e s t r o o m s, m e d i c a l f a c i l i t i es, p o l i c e, p a r k s, waste a r r a n g e m e n t s. F o r s i l v er t o u r i s t s we will e s p e ci a l l y h a v e t o f o c u s on a c c e s s i b i li t y o f p u b li c f a c i l i t i e s a n d p u b l i c t r a n s p o r t n e t works, a v a i l a b i l i t y o f m e d i c a l staff a n d s a f e t y. I f t h e c a p a c i t y d o e s n o t m e e t o u r d e m a n d s, e x p a n s i o n o f t h e f a c i l i t i e s t h a t a r e i n s h o r t s u p p l y m u s t be tak e n i n t o a c c o u n t as a c o s t o f t o u r i s m d e v el o p m e n t. 2) I n v e n t o ry o f c u rren t p rivate s u p p o rt s e rvices, s u c h a s a c c o m m o d a t i o n f a c i l i t ies, r e s t a u r a n t s, g u i d e s, p r i v a t e t r a n s p o r t s e r v i c e s. I n o u r c a s e i t i s i m p o r t a n t t h a t p r i v a t e s e c t o r f o l l o ws t h e i d e a o f a s i l v e r t o u r i s t s r e t r e a t a n d a d o p t s t h e i r s e r v i c e s t o m e e t t h e n e e d s o f t h e s e l e c t e d t ar g e t g r o u p. 3) Projection o f t h e e x p e c t e d n u m b e r of g u e s t s. 4) Estimate o f t o u rism e x p e n d i t u re. I n o r d e r t o c a l c u l a t e t h i s n u m b e r, we need to know what we will be offering to our g u e s t s a n d h o w much t h e y a r e willing t o s p e nd o n t h e i r h o l i d a y a n d individual p r o d u c t s. We h a v e c o v e r e d n e e d s a n d i n t e r e s t s o f s i l v e r t o u r i s t s i n p r e v i o u s e l e m e n t s a n d u n i t s. W e h a v e a l s o l e a r n e d b y no w t h a t s i l v e r t o u r i s t s a r e a v e r y v a r i e d g r o u p with v a r i o u s i n c o m e l e v e l s. I t i s u p t o u s t o d e c i d e what k i n d o f r e t r e a t we a r e d e v e l o p i n g a n d whom we a r e t a r g e t i n g - i s i t a l u x u r y r e s o r t o r will we sell it a t b u d g e t p r i c e s?

174 B - BE NEFIT S - I n f o rm a t i o n w e n e e d : 1) L o c a l i n c o m e s a n d e m p l o y m e n t. How m a n y n e w j o b s will b e c r e a t e d? How much will the local revenues incre a s e? 2) W i l l t a x revenues i n c r e a s e? I n t h a t c as e th a t m i g h t p r o v i d e t ax r e l i e f s f o r l o c a l r e s i d e n ts. 3) W i l l o u r p r o j e c t d i v e rsify the existing econom y? 4) Will we be reducing the problem of seasonality? By addressing silver tourists this is definitely the case since as we have learned, they normally have more spare time and can travel outside the main season ) What are the potential cultural and social contributions of tourism development in our destination? Wil l our guests be encouraged to leave the tourism facilities and discover the local area and local community? Will any local traditions be revived for these purposes? etc. As m e n t i o n e d, c o s t s a nd b e n e f i t s c a n n o t a l ways b e a c c u r a t e l y m e a s ur e d. I n CB A, u n m e a s u r a b l e i t e m s s h ou l d b e m a r k e d with a (+) for a benefit and a ( - ) f o r a c o s t. All t h e c o s t s an d b e n e f its a r e t h e n e n t e r e d i n a s i n g l e t a b l e. After s u b t r a c t i n g t o t a l c o s t s f r o m t o t a l b e n e f i t s, t h e n e t m e a s u r a b l e b e n e f i t s s h o u l d b e p o s itive b e f o r e a c o m m u n i t y p r o c e e ds with a t o u r i s m d e v e l op m e n t p r o g r a m m e o r p r o j e c t. See e x a m p l e b e l o w: F i g u r e 40 - E s t i m a t e d c o s t s a n d b e n e f i t s o f a n i m a g i n a r y s i l v e r t o u r i s m d e v e l o p m e n t p r o j e c t i n a r u r a l a r e a 1. Local income wages business profits, interests, rents Sub total 2. Local tax revenues bed tax property tax Sub total 3. Support services parking lot expansion toilets doctor (benefits & salary) accessibility adjustments Sub total Benefits (per year, in ) Costs (per year, in ) Development of plan Preservation of local culture and heritage 500 (+) Decreased seasonality (+) 7. Environmental impact (-) (-) TOTAL

175 Net benefits Benefit / cost ratio 26 2,17 Net public sector impact CBA s h o ws t h a t t h e f i n a l b e n e f i t s f o r t h e c o m m u n i t y o n y e a r l y b a s i s a m o u n t t o a p p r o x whe r e b y t h e f i r s t y e a r c o s t s a r e t h e h i g h e s t d u e t o s o m e i n v e s t m e n t s. F o r e v e r y o f c o s t s, 2, 1 7 will b e r e t u r n e d t o t h e c o m m u n i t y. Additionally s o m e i m p or t a n t e f f e c t s t h a t c a n n ot b e c o n s i d e r e d i n e c on o m i c t e r m s, s u c h a s s e a s o n a l f l u c t ua t i o n s a n d p r e s e r v a t i o n o f i n t a n g i b l e h e r i t a g e, m a r k e d with ( + ) a n d ( - ) s h o w that p o s i t i v e i m p a c t s p r e v ai l. T o wrap up, t o u r i s m d e v e l o p m e n t c a n h a v e p o s i t i v e e c o n o m i c c o n s e q u en c e s b u t t o o o f t e n n o t a l l b e n e f i t s a n d c o s t s a r e c o n s i d e r e d. CB A p r o v i d e s a f r a m e work t o i d e n t i f y t h e li k e l y e conomic i m p ac t s, b o t h m e a s u r a b l e a n d u nm e a s u r a b l e, a s s o c i a t e d with tourism d e v e l o p m e n t. 174 Note: More sophisticated CBAs have not been c o v e r e d i n t h i s u n i t d u e t o t h e i r c o m p l e x i t y. 25 Net benefit = benefits per year - costs per year 26 Benefit/cost ration = benefits per year/costs per year 27 Net public sector impact = additional public costs - additional tax revenue

176 Conclusion T h e t h r e e k e y p r i c i n g f a c t o r s i n t o u r i s m a r e o p e r a t i n g c o s t s ( b o t h f i x e d a n d v a r i a b l e ), c o s t o f d i s t r ibution n e t work ( c o m m i ss i o n s, f e e s ) a n d p r o f i t m a r g i n s while o t h e r f a c t o r s t o c o n s i d e r when p r i c i n g y o u r p r o d u c t s a r e p r i c e s o f y o u r c o m p e t i t o r s, c u s t o m e r d e m a n d, p r i ce s e n s i t i v i t y o f t a r g e t m a r k e t s, p e r c e i v e d i m ag e, v a l u e a n d q u a l i t y o f y o u r p r o d u c t, b u s i n e s s a n d / o r r e g i o n, a n d s e a s o n a l i t y o f y o u r p r o d u c t a m o n g s t o t h e r s. T h e r e a r e n u m e r o u s s t r a t e g i e s, m e t h o d s a n d m e a n s o f p r i c i n g p r o d u c t s a n d s e r v i c e s ; y i e l d m a n a g em e n t r e q u i r e s y o u t o a n a l y z e a n d u n d e r s t a nd d e m a n d i n o r d e r t o m a x i m i z e t h e a v e r a g e r e v e n u e p e r a v a i l a b l e r o o m p e r n i g h t, while the b r e a k - e v e n a n a l y s i s h e l p s y o u c a l c ul a t e t h e l o wer l i m i t o f p r o f i t when d e t e r m i n i n g m a r g i n s. 175 A cost-benefit analysis (CBA) i s a s y s t e m a t i c p r o c e s s f o r c a l c u l a t i n g a n d c o m p a r i n g b e n e f i t s a n d c o s t s o f a p r o j e c t o r a d e c i s i o n. I t h e l p s p r e d i c t whether t h e b e n e f i t s o f a p r o j e c t o r d e c i s i on o u t weigh i t s c os t s an d b y h o w m uc h, r e l a ti v e t o o t h er a l t e r n a t i v e s. Further information and references for learning, teaching and assessment activities Break-even analysis and Contribution method. s / Break_even_analysis.p d f Creating Value in Touri s m. w.tourism exc ell ence.c om.au/images/stories/pdf/module4/m 4- Nina- Hendy-article-on- c r e a t i n g - v a l u e. p d f Pricing. n g-excellence/pricing.html Pricing Strategy for Tou r i s m Businesses. strategy - for- tourismb u s i n e s s e s / Pricing Your Tourism Pr o d u c t. content/uploads/2014/03/tourism - Business- T o o l k i t - VOL2-Chapter3.pdf G o l d m a n, G., Nakazawa, A., T a y l o r, D. ( ) : Co st- Benefit Analysis o f L o c a l T o u r i s m Developm e n t. W RDC, Oregon, USA.

177 3.5 Marketing Effectiveness DEVELOPING A MARKETING ACTION PLAN. After u n d e r g o i n g a l l s t e p s f r o m s e g m e n t a t i o n, ta r g e t i n g a n d p o s i t i o n i ng t o b r a n d i n g a n d 4 Ps, i t i s t i m e t o s e t m a r k e t i n g g o a l s a nd p u t a m a r k e t i n g p l a n i n p l a c e t o a c h i e v e t h e m. T o d a y t h e r e a r e s o ma n y o p t i o n s, m a r k e t i n g p l a t f o r m s, t r a d i t i o n a l a n d d i g i t al m a r k e t i n g t o o l s ( s e e als o Unit 3, Element 3 ) th a t b e i n g a n e f f e c t i v e m a r k e t e r h a s b e c o m e a m a j o r c h a l l e ng e. How d o y o u d e c i d e o n which t o o l s t o u s e t o t a r g e t y o u r c l i e n t s? How m u c h m on e y d o y o u a l l o c a t e f o r e a c h o f t h e a c t i o n s? W h a t a r e t h e r e s u l t s o f a p a r t i c u l a r a c t i o n a n d h o w d o y o u m e a s u r e t h e m? W h a t c a n y o u l e a r n f r o m y o u r p a s t m a r k e t i n g c a m p a i g n s t o i m p r o v e f u t u r e o n e s? M a r k e t i n g a c t i o n p l a n will guide you to reach your goals and help you d e c i d e which tools to use. T h e f u n d a m e n t a l p u r p o s e o f a m a r k e t i n g p l a n i s t o i m p r o v e t h e s u c c e s s o f y o u r b u s i n e s s o r o r g a n i z a t i o n. I f d o n e well, a m a r k e t i n g p l a n c a n p r o v i d e i n s ight i n t o y o u r b u s i n e s s, d e f i n e y o u r o b j e c t i v e s a n d s t r a t e g y, a n d h e l p e n s u r e t h a t y o u a r e p r o v i d i n g e f f e c t i v e s e r v i c e s o r p r o d u c t s t o y o u r c u s t om e r s. T h e r i g h t m a r k e t i n g p l a n i d e n t i f ies e v e r y t h i n g f r o m who y o u r t a r g e t c u s t o m e r s a r e t o h o w y o u will r e a c h t h e m a n d h o w y o u will r e t a i n t h e m. He r e a r e s o m e a c t i o n s t e p s t h a t y o u s h o u l d c o n s i d e r m a k i n g p a r t o f y o u r m a r k e t i n g p l a n, a cc o r d i n g t o Hal Shelton, a u t h o r o f T h e Secrets o f W r i t i n g a Successful Business Plan: 1. First define your buy ing cyc le based on which y ou can always adjust your messages to c ustomers in each of the stages. Eg. a direct marketing campaign t o gain awareness (stage 1) will be different from the direct marketing campaign for active customers (stage 3). 2. Second important aspect is the m a rket re s e a rc h. I t s h o u l d n o t b e s o m e t h i n g t o d o o n l y when y o u s t ar t y o u r b u s i n e s s ; y o u ne e d t o c o n t i n u a l l y s t a y o n t o p o f y o u r t a r g e t c u s t om e r s d e m o g r a p h i cs, n e e d s, d e s i r e s a n d l i f e s t y l es. Draw f r o m y o u r o wn e x p e r i en c e t a l k i n g with y o u r c u s t o m e r s, a s well a s a ny c u s t o m e r d a t a y o u h a ve - s a l e s r e c o r d s, website a n a l y t i cs, s o c i al m e d i a i n t e r a c t i o n s - t o s e e wh a t t h e y a r e r e s e a r c h i n g, b r o wsing, d o i n g a n d b u y i n g. Also u s e t h i r d - p a r t y sources o f r e s e a r c h t o k e e p u p with t r e n d s i n y o u r t a r g e t m a r k e t, a n d c o n t a c t m e d i a p r o p e r t i e s where y o u a r e c o n s i d e r i n g a d v e r t i s i n g t o s e e who their readers/viewers/listeners are. 176

178 3. O n c e y o u k n o w what y o u r c u s t o m e r s want a n d where t h e y a r e s p e n d i n g t h e i r t i m e, y o u c an d e v e l o p a m a rketin g p l a n t h a t r e a c h e s o u t t o t h e m where t h e y l i v e - whether t h a t i s o u t d o o r a d v e r t i s ing, s o c i a l m e d i a, r a d i o a d s, o n l i n e p a y - per- c l i c k a ds, p u b l i c r e l a t i o n s a n d m o r e. F o c u s m o s t o f y o u r b u d g e t o n t h e a v e n u e s y o u r r e s e a r c h s u g g e s ts will b e m o s t e f f e c t i ve a n d a f f o r d a b l e. Your m a r k e t i n g p l a n s h o u l d c o v e r t h e c o m i n g y e a r a n d s h o u ld i n c l u d e s p e c i f i c g o al s. 4. Break d o wn y o u r m a r keting p l a n m o r e s p e c i fi c a l l y i n t o a c a l e n d a r that s h o ws what t y p e o f m a r k e t i n g y o u will d o e a c h m o n t h, e a c h week a n d e v e n e a c h d a y. T h i s c a n i nc l u d e a d p l a c e m e n t s, PR c a m p a i g n s, s o c i a l m e d i a p o s t s a n d m o r e. By p u t t i n g y o u r p l a n o n a c a lendar, y o u a r e c o m mi t t e d to c a r r y i n g i t o u t a n d t h i n g s will not fall through the cracks T o m a k e s u r e y o u r m a rk e t i n g e f f o r t s d e l i v e r r e t u r n o n i n v e s t m e n t ( ROI), y o u n e e d t o t rack a n d m e a s u re t h e results o f e a c h t y p e o f m a r k e t i n g y o u d o. F o r e x a m p l e, y o u c o u l d p u t a c o d e i n a n o n l i n e o r p r i n t a d a n d k e e p t r a c k o f who m e n t i o n s t h e c o d e. O n l i n e, y o u c a n u s e a n a l y t i c s t o s e e which a d s o r m e n t i o n s a t t r a c t c us t o me r s t o y o u r s i t e a n d t o tr a c k which c u s t om e r s en d u p m a k i n g a p u r c h a s e. Regu l a r l y ( o n c e a q u a r t e r, a t m i n i m u m, o r i d e a l l y on c e a m o n t h ) a s s e s s which m a r k e t i n g m e t h o d s a r e d r i v i n g s a l e s a n d which a r e not. 6. O t h e r m a r k e t i n g a c t i o n s t e p s m i g h t i n c l u d e e m a i l m a r k e t i n g, u s i n g a f f i l i a t e s a n d d i s t r i b u t o r s, b u i l d i n g a website, d i r e c t m a i l, b u y i n g a d s i n a s s o r t e d m e d i a o u t l e t s ( n e wspapers, radio, etc.), social media and web marketing. Marketing Action Plan template - simple A s u c c e s s f u l m a r k e t i n g p l a n s h o u l d b e s i m p l e, a c h i e v a b l e a n d relevant. Below y o u will f i n d a s i m p l e ex a m p l e o f a t e mp l a t e you c a n u s e ; t h e f i rs t c ol u m n d e f i n es t h e m a r k e t i n g g o a l, t he s e c o n d l i s t s p o t e n t i al m a r k e t i n g a c t i v i t ies an d t h e t h i r d a s s e s s e s what you need i n o r d e r t o c o m p l e t e t h e s e a c t i v i t i e s : M a r k e t i n g G o a l A c t i v i t i e s H o w t o c o m p l e t e a c t i v i t i e s I n c r e a s e s u b s c r i b e r s t o i n - h o u s e e m a i l l i s t b y 5 0 % i n 6 m o n t h s. a d d t h e s i g n - u p f o r m t o F a c e b o o k p a g e s i m p l i f y s i g n - u p f o r m t o e n c o u r a g e m o r e s i g n - u p s a d d t h e s i g n - u p f o r m l i n k w i t h a c a l l t o a c t i o n t o e - m a i l s i g n a t u r e s u n d e r s t a n d h o w t o u s e p r o m o t e d p o s t s o n F a c e b o o k ; c r e a t e a t i m e l i n e f o r p o s t s ; s e t a b u d g e t s i m p l i f y s i g n - u p f o r m ; a d d i t t o v a r i o u s s u b p a g e s add the sign- u p f o r m l i n k

179 e n s u r e t h a t w e b s i t e a n d e - m a i l m a r k e t i n g a c t i v i t i e s a r e m o b i l e r e a d y u p d a t e w e b s i t e w i t h a r e s p o n s i v e t h e m e t o s u p p o r t a n y d e v i c e ; r e v i e w e - m a i l m a r k e t i n g s e r v i c e p r o v i d e r t o m a k e s u r e t h a t e m a i l i s e a s i l y v i e w e d o n m o b i l e d e v i c e s Marketing Action Plan template - elaborated 178 An elaborated marketing plan includes the following information: 1. e x e c u t i v e s u m m a ry o r o v e r v i e w of t h e p l a n, 2. d e s c r i p t i o n o f y o u r t a r g e t c u s t o m e r s a n d t h e i r n e e d s, 3. c l e a r l y d e f i n e d m a r k e t i ng o b j e c t i v e s, 4. m a r k e t i n g s t r a t e g y - i n cl u d i n g p r o d u c t, p r i c e, d i s t r i b u t i o n a n d p r o m o t i o n, 5. a c t i o n p l a n, 6. budget projections, 7. ( SWOT analysis), 8. ( e v a l u a t i o n ). T h e m a r k e t i n g p l a n t em p l a t e b e l o w i n c l u d e s s e c t i o n s f o r o n l i n e m a r k e t i n g, m e d ia r e l a t i o n s, t r a d e s h o ws a n d e v e n t s, o t h e r b r a n d i n g e f f o r t s, a n d s a l e s c a m p a i g n s. O b j e c t i v e s a r e cl e a r l y identified a l o n g with t a r g e t m a r k e t a n d t o t a l c os t s. M o n t h s o f t h e y e a r a r e b r o k e n do wn i n t o weeks f o r ea s y p l a n n i n g. You c a n m o d i f y t h is t e m p l a t e t o i n c l u d e whatever elements are vital to your marketing plan. F i g u r e 4 1 : M a r k e t i n g P l a n T e m p l a t e S o u r c e : h t t p s : / / w w w. s m a r t s h e e t. c o m / f r e e - m a r k e t i n g - p l a n - t e m p l a t e s - e x c e l

180 Besides t h e g e n e r a l m ar k e t i n g p l a n y o u c a n o ut l i n e a l s o a t a c t ic a l m ar k e t i n g p l a n i n which y o u li s t a l l ta s k s, r e s p o n s i bl e p e r sons, e x p e n s e s, d a t e s a n d s t a t u s. T a c t i c a l m a r k e t i n g p l a n will help you assess you r p r o g r e s s. I n t h e e r a o f d i gi t a l m e d i a, y o u m i g h t a l s o want t o o u t l i n e a d ed i c a t e d d i g i t al m a r k e t i n g p l a n with s e ctions f o r o n l i n e a d v e r t i si n g a n d a n a l y ti c s, c o n t en t m a r k e t i n g a n d SEO strategy, social media, and tools for tracking metrics. F i g u r e 4 2 : D i g i t a l M a r k e t i n g P l a n T e m p l a t e 179 S o u r c e : h t t p s : / / w w w. s m a r t s h e e t. c o m / f r e e - m a r k e t i n g - p l a n - t e m p l a t e s - e x c e l

181 MONITORING EFFECTIVENESS. M e a s u r i n g m a r k e t i n g pe r f o r m a n c e h a s l o n g b e e n a c e n t r a l c o n c e r n i n m a r k e t i n g a n d r e m a i n s a v i t a l i s sue. Depending o n t h e c h a n n e l s a n d t o o l s u s ed, r i g h t d a t a a n d i n d i c a t o r s m u s t b e s e l e c t e d t o m o n i t o r a n d e v a l u a t e m a r k e t i n g e f f e c t i v e n e s s. Below we h a v e s t a t e d a f e w i n d i c a t o r s y o u c a n u s e. T h e r e a r e m a n y m o r e a n d i t i s u p t o y o u r n e e d s a n d c a p a b i l i t i e s which ones you c h o o s e. Traditional marketing tools 180 As we h a v e l e a r n e d i n Element 3 o f t h i s u n i t, a d v e r t i s i n g i s t h e m o s t c o m m on m e t h o d o f p r e s e n t i n g ou r p r o d u c t t o a b i g au d ience. However, work i s n o t c o m p l e t e i f t h e e f f e c t i v e n e s s o f a d s i s n o t m e a s u r e d. T h i s i s t h e o n l y way t o k n o w h o w t h e a d v e r t i s e m e n t i s p e r f o r m i n g, i s i t r e a c h i n g t h e t a r g e t s a n d g o a l s. I t i s n o t p o s s i b l e t o m e a s u r e a d v e r t i s e m e n t e f f e c t i v e n e s s a c c u r a t e l y a s t h e r e a r e m a n y f a c t o r s, s uc h a s m a k i n g a b r a n d i m a g e, i n c r e a s i n g t h e s al e s, k ee p i n g p e o p le i n f o r m e d a b o u t t h e p r o d u c t, i n t r o d u c i n g n e w p r o d u c t e t c. which a f f e c t t h e effec t i v e n e s s o f a n a d. However, t h e r e a r e s o m e t r a d i t i o n a l t o o l s t o m e a s u re e f f e c t i v e n e s s o f a d s t h ro u g h which a d v e r t i s e r s c a n g e t m o r e i n f o r m a t i on a b o u t h o w t h e i r a d s a n d p r o d u c t s a r e p e r f o r m i n g i n t h e ma r k e t. According t o Phili p Kotler, t h e t wo most popular a r e a s which need to be measured for knowing the effe c t i v e n e s s o f a d v e r t i s e m e n t a r e t h e c o m m u n i c a t i o n e f f ec t a n d t h e s a l e s e f f e c t. W h i l e t h e c o m m u n i c a t i o n e f f e c t t e s t m e a s u res c o m m u n i c a t i n g a b i l i ty o f t h e ad, t h e s a l es e f f e c t t e s t m e a s u r e s a d s a b i l i t y t o p o s i t i v e ly i n fl u e n c e s a l e s. T o m e a s u r e t h e c o m m un i c a t i o n e f f e c t, o n e m i gh t u s e t h e rating m o d e l t h a t d i r e c t l y a s k s c u s t o m e r s t o r a t e t h e a d v e r t i s e m e n t, recall a n d p o rtfolio t e s t s where c o s t u m e r s s e e a n d l i s t e n t o o n e a d o r a p o r t f o l i o o f a d s a n d t h e n t r y t o r e c a l l t h e m, o r l a b o r a t o r y t e s t s where a p p a r a t u s t o m e a s ur e t h e h e a r t r a t e s, b l o o d p r e s s u r e, p e r s p i r a t i o n e t c. a r e u s e d o n c o s t u m e r s while and after they watch an a d. T h e s a l e s e f f e c t i s m o r e d i f f i c u l t t o t e s t s i n c e s a l e s a r e i n f l u e n c e d b y m a n y f a c t o r s b e s i d e s a d v e r t i s ing, i n c l u d i n g p r o d u c t s fe a t u r e s, p r i c e, a v a i lability, a n d c o m p e t i t i o n. Still, t wo m e t h o d s c a n b e used. T h e h i s t o rical t e s t i n v o l v es c o r r e l a t i n g p a s t s a l e s t o p a s t a d v e r t i s i n g e x p e n d i t u r e s u s i n g a d v a n c e d s t a t i s t i c al t e c h n i q u e s. T h e r e s u l t s c a n r e v e a l h o w f a r a d v e r t i s e m e n t was e f f e c t i v e i n g e n e r a t i n g o r i n c r e a s i n g s a l e s. T h e e x p e rime n t a l t e s t u s e s e x p e r i m e n t t o a s s e s s i m p a c t o f a d v e r t i s em e nt o n s a l e s. I n s t e a d o f s p e n d i n g t h e s am e pe r c e n t a g e o f s a l e s f o r a d v e r t i s e m e n t i n a l l t e r r i t o r i e s o r p r o d u c t s, a c o m p a n y s p en d s d i f f e r e n t p e r c e n t a g e o f s a l e s f or a d v e r t i s e m e n t. Based o n t h e r e s u l t s i t c a n e a s i l y j u d g e whether high - s p e n d i n g t e r r i t o r i e s h a v e r e s u l t e d i n i n c r e a s i n g s a l e s a n d v i c e - v e r s a.

182 As e a r l i e r s a i d, i t i s n o t p o s s i b l e t o a c c u r a t e l y m e a s u r e e f f e c t s o f a d s. T h e r e f o r e i t i s r e c o m m e n d e d t h a t t he c o m p a n y u s e s ap p r o p r i a t e a n d d i f f e r e n t m e t ho d s t h a t a re m o s t s u i t a b l e f o r t h e m ed i a u s e d. E-marketing tools W i t h t h e r i s e o f i n t e r n e t, a l o t o f c o n t e n t h a s m o v e d o n - l i n e. I f y o u w a n t t o c o n t r o l a n d i m p r o v e y o u r o n - l i n e p e r f o r m a n c e, y o u n e e d t o t r a c k a n d m e a s u r e h o w m a n y p e o p l e a r e c o n s u m i n g y o u r c o n t e n t s, what t h e y a r e d o i n g with i t a n d w h e t h e r o r n o t t h e y l i k e i t. 181 Cain ( ) b e l i e v e s i t i s b e s t t o s t a r t by t r a c ki n g a n d a n a l y z ing t h e fo l l o wing d a t a f r o m y o u r c o m p a n y 's website: o Unique v i s i t o rs r e f e r s t o t h e n u m b e r o f i n d i v iduals who v i si t y o u r we b s i t e d u r i n g a g i v e n p e r i o d of t i m e, where e a c h v i s i to r i s o n l y c o u n t e d o nc e. T h i s n u m b e r will v a r y d e p e n d i n g o n t h e s i z e o f y o u r c o m p a n y, y o u r i n d u s t r y a n d, o f c o u r s e, t h e a m o u n t o f c o n t e n t y o u a r e p r o d u c i n g. o Page v i e w s i s t h e c u m u l a t i v e n u m b e r o f i n d i v i d u a l p a g e s t h a t y o u r v i s i t o r s c l i c k o n d u r i n g a g i v e n p e r i o d o f t i m e. I f y o u r p a g e v i e ws a r e h i g h e r t h a n y o u r u n i q u e v i s i t o r s, t ha t m a y b e a n i n d ic a t i o n t h a t y o u r a u d i e n c e i s f i n d i n g y o u r c o n t e n t e n g a g i n g b e c a u s e i n d i vi d u a l s a re c l i c k i ng a r o u n d t o mu l t i p l e p a g e s. o Search e n g i n e t r a f f i c i s t h e a m o u n t o f t r a f f i c b e i n g r e f e r r e d t o y o u r s i t e t h r o u g h s e a r c h e n g i n e s, s u c h a s G o o g l e. T h is n u m b e r will g i v e y o u a c l e a r ind i c a t i o n o f h o w e f f e c t i v e o f a j o b y o u a r e d o i n g a t o p t i m i z i n g y o u r c o n t e n t f o r s e a r c h. o Bounce rate i s t h e p e r c e n t a g e o f v i s i t o r s who c o m e t o y o u r s i t e a n d t h e n i m m e d i a t e l y b o u n c e or l e a v e b e f o r e c l i c k i n g o n a n y o t h e r p a g e s. A b o u n c e r a t e o f l e s s t h a n 4 0 p e r c e n t i s c o n s i d e r e d g o o d. I f i t i s a n y h i g h e r, i t m a y b e a n i n d i c a t i o n t h a t v i s i t or s t o y o u r s i t e d o n o t l i k e what they find there. o Conversion rate i s t h e p e r c e n t a g e o f v i s i t o r s t o y o u r s i t e who t a k e a s p e c i f i c a c t i o n t h a t y o ur c o n t e n t e n c o u r a g e s t h e m t o, s u c h a s s i g n i n g u p f o r y o u r n e wsletter. Conversion r a t e s v a r y c o n s i d er a b l y b a s e d o n i n d u s t r y, b u t t e n d t o h o v e r a r o u n d 2 a n d 3 p e r c e n t o n a v e r a g e. T h a t s a i d, a i m f o r a c o n v e r s i o n r a t e o f a pp r o x i m a t e l y 5 p e r c e n t, o r e v e n h i g h e r i f y ou a r e c r e a t i n g s p e c i f i c l a n d i ng p a g e s f o r s p e c i f i c a u di e n c e s. o I n b o u n d l i n k s i s t h e n u m b e r o f e x t e r n a l l i nk s to y o u r s i t e, a n i n d i c a t i on t h a t o t h e r p e o p l e h a v e f ou n d y o u r c o n t e n t i m po r t a n t e n o u g h t o l i nk t o i t. I m p o r t a n t l y, t h e m o r e h i g h - q u a l i t y i n b o u n d l i n ks y o u h a v e, t h e h i g h e r y o u r c o n t e n t will rank on search engines. O n e o f t h e be s t ways t o t r a c k a l l o f t h i s i n f o r ma t i o n i s by s e t t i n g u p a f r e e a c c o u nt with G o o g l e Analytics. A p o werful t o o l, G o o g l e Analytics will a l l o w y o u t o m o n i t o r y o u r website a n d a n a l y z e a h u g e a m o u n t o f d a t a a t b o t h t h e a g g r e g a t e a n d

183 i n d i v i d u a l p a g e l e v e l. Th a t way y o u c a n f i n d o u t h o w s p e c i f i c p i e c e s o f c o n t e n t a r e p e r f o r m i n g, a s well a s t h e o v e r a l l p e r f o r m a n ce o f y o u r c o n t e n t m a r keting e f f o r t s. Signing u p i s e a s y a n d t a k e s j u s t a f e w m i n u t e s. W i t h i n a m a t t e r o f d a y s, G o o g l e Analytics will h a v e c o l l ec t e d e n o u g h d a t a t o a l low y o u t o s t a r t a n a l y z i ng t r e n d s a n d l o o k i n g f o r n e w insights. No m a t t e r h o w y o u d o i t, i f y o u h a v e t h e d i s c i p l i n e t o l o o k a t y o u r k e y m e t r i c s f o r m e a s u r i n g m a r k e t i n g e ff e c t i v e n e s s o n a weekly b a s i s, y o u will b e mu c h m o r e i n t u n e with h o w y o u r c o n t e n t i s p e r f o r m i n g. O n c e y o u h a v e m a s t e r e d t h is, t r y p u t t i n g s o m e o f t h e d a t a i n t o c h a rt form t o m a k e i t e a s i e r t o i d e n t i f y t r e n d s. F i g u r e 4 3 : K e y m e t r i c s p r e s e n t e d i n a c h a r t - e x a m p l e 182 S o u r c e : C o n t e n t M a r k e t i n g I n s t i t u t e. I n a d d i t i o n t o t h e b a s i c m e t r i c s n o t e d a b o v e, t h e r e a r e t wo othe r i m p o r t a n t t h i n g s t o t a k e n o t e o f : t h e n u m b e r o f c o m m e n t s a n d t h e n u m b e r o f s h a res y o u r c o n t e n t g e t s b o t h a r e s t r o n g i n d i c a t o r s o f e n g a g e me n t. Any t i m e t h a t p e o pl e a r e t a k i n g t h e t i m e t o p o s t a c o m m e n t a b o u t y o u r c o n t e n t o r t o s h a r e i t with o t h e r s, i t i s a g r e a t s i g n. Other marketing metrics and key performance indicators Besides t h e m e t r i cs a nd p e r f o r m a n c e i n d i c a t o rs m e n t i o n e d i n 2. 1 a n d 2. 2 t h e r e a r e m a n y other s y o u c a n us e. W h e n c h o o s i n g t h e r i g h t m a r k e t i n g m e t r i c s, y o u s h o u ld k e e p i n m i n d which c h an n e l y o u a r e u s i ng a n d who will b e u s i n g t h e d a t a t o m a k e b u s i n e s s d ec i s i o n s. T he t y p e s o f m e t r i c s y o u want t o t r a c k will v a r y f o r d i f f e r e n t m a r k e t i n g r o l e s. Execut i v e s will want t o s e e a n o v e r v i e w f o r e v e r y m a r k e t i n g c h a n n e l, while m a n a g e r s will want t o d i v e i n t o t h e m e t r i c s f o r a d e e p e r u n d e r s t a n d i n g o f d a y t o d a y p e r f o r m a n c e. Below we h a v e s t a t e d a f e w a d d i t i o n a l p e r f o r m a n c e i n d i c a t o r s a s i d e n t i f i e d b y Klipfolio. o M a rketing Return o n I n v e s t m e n t ( ROI) m e a s u r e s t h e r e s u l t s m a r k e t i n g c a m p a i g n i s g e n e r a t i n g c o m p a r e d t o t h e c os t o f r u n n i n g i t. Costs t y pi c a l l y i n c l u d e t i m e a n d m o n e y.

184 F i g u r e 4 4 : M a r k e t i n g R O I - e x a m p l e 183 S o u r c e : K l i p f o l i o o Purchase f u n n e l a n a l y z e s y o u r c o s t u m e r a cquisition p r o c e s s t o h el p y o u u n d e r s t a n d h o w p o t e n t i a l c u s t o m e r s d is c o v e r y o u r p r o d u c t s o r b r a n d a n d, m o r e i m p o r t a n t l y, h o w t h e y b e c o m e l oy a l c u s t o m e r s. T h e k e y t o t h e p u r c h a s e f u n n e l i s t o a na l y z e c o n v e r s i o n r a t e s fr o m o n e s t a g e t o t h e n e x t. F i g u r e 4 5 : P u r c h a s e f u n n e l - e x a m p l e S o u r c e : K l i p f o l i o o G o a l c o m p l e t i o n r a t e m e a s u r e s t h e n u m b e r o f p e o p l e who c o m p lete a s p e c i f i e d m a r k e t i n g g oa l, e g. s i g n i n g u p f o r a t r i a l o r s u b sc r i b i n g to t h e m a i l i n g l i s t. o Social s e n t i m e n t a n a l y s i s i n v o lv e s c a t e go r i z i n g b r a n d m e n t i o n s a s n e g a t i v e, p o s i t i v e, o r n eu t r a l. o Net p romoter s c o re i s a m e a s u r e o f a c ustomer b a s e 's willingnes s t o p r o m o t e a p r o d u c t o r service t o c o l l e a g u es a nd f r i e n d s. I t i s b a s ed on t h e r e s u l t s o f c u s t o m e r s u r vey. o End a c t i o n rate m e a s u r e s t h e e f f e c t i v e n e s s o f m a r k e t i n g c a m p a i g n s b y m o n i t o r i n g t h e l a s t a c t i on t a k e n b y t h e a u d i e n c e.

185 F i g u r e 4 6 : E n d a c t i o n r a t e - e x a m p l e 184 S o u r c e : K l i p f o l i o o Cost p e r l e a d m e a s u r e s t h e c o s t e f f e c t i v e n e s s o f m a r k e t i n g c a m p a i g n s when i t c o m e s t o g e n e r a t i n g n e w s a l e s l e a d s. T h e p u r p o s e i s t o p r o v i d e t h e m a r k e t i n g t e a m with t a n g i b l e e u r o f i g u r e s s o t h e y c a n u n d e r s t a n d h o w m u c h m o n e y t h e y s h o u l d s p e nd o n a c q u i r i n g n e w leads.

186 Conclusion T h e f u n d a m e n t a l p u r p os e o f a m a r k e t i n g pl a n i s t o i m p r o v e t h e s u cc e s s o f y o u r b u s i n e s s o r o r g a n i zation. I f d o n e well, a m a r keting p l a n c a n p r o vi d e i n s i g h t i n t o y o u r b u s i n e s s, d e f i n e your o b j e c t i v e s a n d s t r at e g y, a n d h e l p e n s u r e t h a t y o u a r e p r o v i d i n g e f f e c t i v e s e r v ic e s o r p r o d u c t s t o y o u r c u s t o m e r s. T h e r i g h t m a r k e t i n g p l a n i d e n t i f i e s e v e r y t h i n g f r o m who your target c u s t o m e r s a r e t o h o w y o u wil l r e a c h t h e m a n d h o w you will retain them. O n c e t h e pl a n i s i m p l em e n t e d, i t i s m o s t i m p or t a n t t o m e a s u r e t h e e f fe c t i v e n e s s o f m a r k e t i n g a c t i o n s. Depending o n t h e c h a n n e l s a n d t o o l s u s e d, r i g h t d a t a a n d i n d i c a t o r s m u s t b e s el ec t e d t o m o n i t o r a n d e v al u a t e m a r k e t i n g e f f e c ti veness. T h e r e a r e m a n y a v a i l a b l e, am o n g s t t h e m c o mm u n i cation e f f e c t, s a l e s e f f ec t, h i s t o r i c al a n d e x p e r i m e n t a l t e s t fo r o f f l i n e m a r k e t i n g, u n ique v i s i t o r s, p a g e vi e ws, c o n v e r s i on r a t e e t c. f o r o n l i n e m a r k e t i n g, a n d o t h e r i n d i c a t o r s, s u c h a s m a r k e t i n g r e t u r n o n i n v e s t m e n t, p u r c h a s e f un n e l, c o s t p e r l e a d e t c. 185 Further information and references for learning, teaching and assessment activities Creating a Marketing Action Plan h t t p s : / / s / c r e a t i n g - m a r k e t i n g - a c t i o n - p l a n h t t p s : / / c o m / f r e e - m a r k e t i n g - p l a n - t e m p l a t e s - e x c e l Allgaier, C., a n d Powell, T. ( ) : Enhancing Sales a n d M a r k e t i n g Effectiveness T h r o u g h Competitive I n t e l l i g e n c e. Competitive I n t e l l i g e n c e Review. Cain, K. ( ) : 6 m e t r i c s t o t r a c k when y o u m e a s u r e m a r keting e f f e c t i v e n e s s. Content Marketing I n s t i t u t e. Clark, B., G o o n e r, R., a n d M o r g a n, N. ( ) : M a r k e t i n g Productivity, M a r k e t i n g Audits, a n d Systems f o r M a r k e t i ng Performance Assessment: I n t e g r a t i n g M u l t i p l e Perspectives. Journal of Bus i n e s s Research. Stead, M., G o r d o n, R., Angus, K. a n d M c De r m o t t, L. ( ). A s y s t e m a t i c rev i ew of s oc i al mark eting effec ti v enes s. Heal th Educ ati on, 107(2) pp T h e M a r k e t e r 's Guide to KPIs (2013). Klipfolio.

187 Unit 4. Developing Local / Regional Silver Tourism Destination 186

188 4.1 Stakeholders Involvement Learning objectives 187 Knows how t o m a p p i n g l o c a l a n d r e g i o n a l r e l e v an t s t a k e h o l d e r s Know t h e s t a k e h o l d e r g r o u p s a n d t h e i r r o l e i n d e v e l o p i n g s i l v e r t o u r i sm d e s t i n a t i o n Know h o w t o i n v o l v e l o c a l a n d r e g i o n a l s t a k e h o l d e r s i n t h e p r o c e s s o f d e v e l o p i n g s i l v e r t o u r i sm d e s t i n a t i o n Know h o w t o c r e a t e a g o o d c o l l a b o r a t i o n b e t ween v a r i o u s s t a k e h o l d er s i n o r d e r t o m a i n t a i n d e s t i n a t i o n c o m p e t i t i v e n e ss Know h o w t o u s e s t a k e h o l d e r t h e o r y i n o r d e r t o a c h i e v e t h e p l a n n e d o b j e c t i v e s, f a c e c o n s t an t u n c e r t a i n t y a n d m i n im i s e p o t e n t i a l r i s k s f r o m t h e e x t e r n a l e n v i r o n m e nt STAKEHOLDER THEORY AND STAKEHOLDERS IN THE SUSTAINABLE TOURISM DEVELOPMENT. T h e s u p p o r t o f t o u r i s m s t a k e h o l d e r s i s e s s e n ti a l f o r t h e d e v e l o p m e n t, s u c c e s s f ul o p e r a t i o n, a n d l o n g - t e r m s u s t a i n a b i l i t y o f t o ur i s m. T o u r i s m s t a k e h o lders i n c l u d e m a n y d i f f e r e n t t y p e s o f g r o u p s d e p e n d i n g o n g e o g r a p h i c a l l y - b a s e d i n t h e d i f f e r e n t p a r t s o f t h e a r e a. Howe v e r, n o t a l l s t a k e h o l d e r s h a v e t h e s a m e l e v e l o f i n t e r e s t i n s u s t a i n a b l e t o u r i s m d e velopment and may be les s a c t i v e o r n o t a c t i v e at a l l. M o r e o v e r, s o m e s t a k e ho l d e r s a r e m o r e im p o r t a n t t h a n o t h e r s i n d e te r m i n i n g t h e s u c c e s s o f a c t i v i t i es. F o r t h i s r e a s o n, t h i s p a p e r i d e n t i f i e s t h e k e y t o u r i s m s t a k e h o l d e r s i n i m p l e me n t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t a n d t o p r o v i d e a s y n t h e s i s o f t h e si m i l ar i t y a n d d i f f e r e n c e s i n t h e c h a r a c t e r i s t ic s o f t h e t o u r i sm s t a k e h o l d e r s. T o u r i s m i s c o n s i d e r e d a v a l u a b l e e c o n o m ic d e v e l o p m e n t o pp o r t u n i t y f o r m a ny c o u n t r i e s, y e t t h e e x p an s i o n o f t o u r i s m worldwide h a s a l s o l e d t o e m er g i n g c o n c e rn a b o u t i t s n e g a t i v e i m p a c t s o n h o s t e n v i r o n m e n t s ( Berrittella, Bigano, R o s o n, & T o l, ; Choi & Sirakaya, ). As a r e s u l t, t h e r e i s increasing a g r e e m e n t on t h e n e e d t o p r o m o t e s u s t a i n a b l e t o u r i s m d e v e l o p m e n t with t h e a i m o f m i n i m i z i n g e n v i r o n m e n t a l a n d s o c i o - c u l t u r al

189 i m p a c t s, while c o m m e n s u r a t e l y m a x i m i z i n g e c o n o m i c b e n e f i t s f o r t o u r i s t d e s t i n a t i o n s ( Cole, 2006; Wight, 2003). According t o F r e e m a n ( , p. 4 6 ), a s t a k e h o l d e r i s a n y g r o u p o r i n d i v i d u a l who c a n a f f e c t o r i s a f f e c t ed b y t h e a c h i e v e m e n t of t h e o r g a n i z a t i o n s o b jectives. T h e UNWTO i d e n t i f i e d s t a k e h o l d e r s i n t o u r i s m d e s t i n a t i o n s a s t o u r i s m pr o f e s s i o n a l s, p u b l i c a u t h o r i t i e s, a s well as the press and othe r m e d i a. I n a d d i t i o n, o t h e r i n t e r e s t g r o u p s a n d i n d i v i d ua l s a n d i n p a r t i c u l a r l oc a l r e s i d e n ts a n d i n d i g e n o u s g r o u p s, a l s o n e e d p r o p e r r e c o g n i t i o n a s s t a k e h o l d e r s i n t h e i r o wn r i g h t ( M a c b e t h, Burns, Chandler, Revitt, & Vei t c h, ). F o r t h e p u r p o s e s o f t his s t u d y, a n d f o l l o wing A a s e t a l. ( , p. 4 ), t o u r i s m s t a k e h o l d e r s i n c l u d e a n y i n d i v i d u a l s o r g r o u p s i n v o l v e d, i n t e r e s t e d i n, o r a f f e c t e d ( p o s i t i v e l y o r n e g a t i v e l y ) b y t o u r i s m. 188 According t o t h e s e au t h o r s, e f f e c t i v e s t a k eh o l d e r e n g a g e m e n t mu s t t h e r e f o r e r e d u c e s p o t e n t i a l c o n f li c t s b e t ween t h e t o u r i sts a n d h o s t c o mm u n i t y b y i n v o l v i ng t h e l a t t e r i n s h a p i n g t h e way in which t o u r i s m d e v e l o p s. I n a d d i t i o n, s t a k e h o l d e r t h e o r y h a s b e e n wide l y u s e d i n t o u r i s m a s s t a k e h o l d e r s i n t e r d e p e n d e n c y a n d t h e i r a b i l i t y i m p a c t o n t h e d e v e l o p m e n t p r o c e s s o f t h e t o u r i s m d e s t i n a t i o n ( J a m a l & Getz, ). I n f a c t, t h e t h e o r y h a s b e e n d e v e l o p e d b o t h t o e x p l a i n, a n d t o g u i d e, t h e s t r u c t u r e a n d o p e r a t i o n o f t h e e s t a b l i s h e d c o r p o r a t i o n ( Donaldson & Preston, ). Robson a n d Robson ( ) f u r t h e r s t a t e d t h a t o n e o f t h e k e y p r i n c i p l e s o f s t a k e h o l d e r t h e o r y i s t ha t a n o r g a n i z a t i o n i s g ra n t e d l i c e n s e t o op e r a t e b y v i r t u e o f i t s s o c i a l c o n t r a c t with s t a k e h o l d e r s. I t h a s a l s o b e e n o b s e r v e d t h a t s t a k e h o l d e r s k n o wledge and experience in tourism manageme n t, p a r t i c i p a t i o n i n t o u r i s m p l a n n i n g a n d d e v e l o p m e n t p r o c e s s e s a n d l o n g - t e r m c o m m u n i t y i n v o l v e m e n t ha v e p l a y e d a n i m p o r t a n t r o l e i n t o u r i s m d e s t i n a t i o n m a n a g e me n t ( Hardy & Beeton, ; L e i p e r, ). However, while e a c h g r o u p o f s t a k e h o l d e r p l a y s a n i m p o r t a n t r o l e i n t h e d e v e l o p m e n t o f t o u r i sm, s o m e s t a k e h o l d e r s a r e m o r e i m p o r t a n t t h a n o t h e r s i n d e t e r m i n i n g t h e s u c c e s s of activities (Vincent, 1990). T h e s u p p o r t o f t o u r i s m s t a k e h o l d e r s i s e s s e n ti a l f o r t h e d e v e l o p m e n t, s u c c e s s f ul o p e r a t i o n, a n d l o n g - t e r m s u s t a i n a b i l i t y o f t o ur i s m. T o u r i s m s t a k e h o lders i n c l u d e m a n y d i f f e r e n t t y p e s o f g r o u p s d e p e n d i n g o n g e o g r a p h i c a l l y - b a s e d i n t h e d i f f e r e n t p a r t s o f t h e a r e a. Howe v e r, n o t a l l s t a k e h o l d e r s h a v e t h e s a m e l e v e l o f i n t e r e s t i n s u s t a i n a b l e t o u r i s m d e velopment and may be les s a c t i v e o r n o t a c t i v e at a l l. M o r e o v e r, s o m e s t a k e ho l d e r s a r e m o r e im p o r t a n t t h a n o t h e r s i n d e te r m i n i n g t h e s u c c e s s o f a c t i v i t i es. F o r t h i s r e a s o n, t h i s p a p e r i d e n t i f i e s t h e k e y t o u r i s m s t a k e h o l d e r s i n i m p l e me n t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t a n d t o p r o v i d e a s y n t h e s i s o f t h e si m i l ar i t y a n d d i f f e r e n c e s i n t h e c h a r a c t e r i s t ic s o f t h e t o u r i sm s t a k e h o l d e r s. T o u r i s m i s c o n s i d e r e d a v a l u a b l e e c o n o m ic d e v e l o p m e n t o pp o r t u n i t y f o r m a ny c o u n t r i e s, y e t t h e e x p an s i o n o f t o u r i s m worldwide h a s a l s o l e d t o e m er g i n g c o n c e rn

190 a b o u t i t s n e g a t i v e i m p a c t s o n h o s t e n v i r o n m e n t s ( Berrittella, Bigano, R o s o n, & T o l, ; Choi & Sirakaya, ). As a r e s u l t, t h e r e i s increasing a g r e e m e n t on t h e n e e d t o p r o m o t e s u s t a i n a b l e t o u r i s m d e v e l o p m e n t with t h e a i m o f m i n i m i z i n g e n v i r o n m e n t a l a n d s o c i o - c u l t u r al i m p a c t s, while c o m m e n s u r a t e l y m a x i m i z i n g e c o n o m i c b e n e f i t s f o r t o u r i s t d e s t i n a t i o n s ( Cole, 2006; Wight, 2003). According t o F r e e m a n ( , p. 4 6 ), a s t a k e h o l d e r i s a n y g r o u p o r i n d i v i d u a l who c a n a f f e c t o r i s a f f e c t ed b y t h e a c h i e v e m e n t of t h e o r g a n i z a t i o n s o b jectives. T h e UNWTO i d e n t i f i e d s t a k e h o l d e r s i n t o u r i s m d e s t i n a t i o n s a s t o u r i s m pr o f e s s i o n a l s, p u b l i c a u t h o r i t i e s, a s well as the press and othe r m e d i a. 189 I n a d d i t i o n, o t h e r i n t e r e s t g r o u p s a n d i n d i v i d ua l s a n d i n p a r t i c u l a r l oc a l r e s i d e n ts a n d i n d i g e n o u s g r o u p s, a l s o n e e d p r o p e r r e c o g n i t i o n a s s t a k e h o l d e r s i n t h e i r o w n r i g h t ( M a c b e t h, Burns, Chandler, Revitt, & Vei t c h, ). F o r t h e p u r p o s e s o f t his s t u d y, a n d f o l l o wing A a s e t a l. ( , p. 4 ), t o u r i s m s t a k e h o l d e r s i n c l u d e a n y i n d i v i d u a l s o r g r o u p s i n v o l v e d, i n t e r e s t e d i n, o r a f f e c t e d ( p o s i t i v e l y o r n e g a t i v e l y ) b y t o u r i s m. According t o t h e s e au t h o r s, e f f e c t i v e s t a k eh o l d e r e n g a g e m e n t mu s t t h e r e f o r e r e d u c e s p o t e n t i a l c o n f li c t s b e t ween t h e t o u r i sts a n d h o s t c o mm u n i t y b y i n v o l v i ng t h e l a t t e r i n s h a p i n g t h e way in which tourism develops. I n a d d i t i o n, s t a k e h o l d e r t h e o r y h a s b e e n wide l y u s e d i n t o u r i s m a s s t a k e h o l d e r s i n t e r d e p e n d e n c y a n d t h e i r a b i l i t y i m p a c t o n t h e d e v e l o p m e n t p r o c e s s o f t h e t o u r i s m d e s t i n a t i o n ( J a m a l & Getz, ). I n f a c t, t h e t h e o r y h a s b e e n d e v e l o p e d b o t h t o e x p l a i n, a n d t o g u i d e, t h e s t r u c t u r e a n d o p e r a t i o n o f t h e e s t a b l i s h e d c o r p o r a t i o n ( Donaldson & Preston, ). Robson a n d Robson ( ) f u r t h e r s t a t e d t h a t o n e o f t h e k e y p r i n c i p l e s o f s t a k e h o l d e r t h e o r y i s t ha t a n o r g a n i z a t i o n i s g ra n t e d l i c e n s e t o op e r a t e b y v i r t u e o f i t s s o c i a l c o n t r a c t with s t a k e h o l d e r s. I t h a s a l s o b e e n o b s e r v e d t h a t s t a k e h o l d e r s k n o wledge and experience in tourism manageme n t, p a r t i c i p a t i o n i n t o u r i s m p l a n n i n g a n d d e v e l o p m e n t p r o c e s s e s a n d l o n g - t e r m c o m m u n i t y i n v o l v e m e n t ha v e p l a y e d a n i m p o r t a n t r o l e i n t o u r i s m d e s t i n a t i o n m a n a g e me n t ( Hardy & Beeton, ; L e i p e r, ). However, while e a c h g r o u p o f s t a k e h o l d e r p l a y s a n i m p o r t a n t r o l e i n t h e d e v e l o p m e n t o f t o u r i sm, s o m e s t a k e h o l d e r s a r e m o r e i m p o r t a n t t h a n o t h e r s i n d e t e r m i n i n g t h e s u c c e s s of activities (Vincent, 1990). T h e s u p p o r t o f t o u r i s m s t a k e h o l d e r s i s e s s e n ti a l f o r t h e d e v e l o p m e n t, s u c c e s s f ul o p e r a t i o n, a n d l o n g - t e r m s u s t a i n a b i l i t y o f t o ur i s m. T o u r i s m s t a k e h o lders i n c l u d e m a n y d i f f e r e n t t y p e s o f g r o u p s d e p e n d i n g o n g e o g r a p h i c a l l y - b a s e d i n t h e d i f f e r e n t p a r t s o f t h e a r e a. Howe v e r, n o t a l l s t a k e h o l d e r s h a v e t h e s a m e l e v e l o f i n t e r e s t i n s u s t a i n a b l e t o u r i s m d e velopment and may be les s a c t i v e o r n o t a c t i v e at a l l. M o r e o v e r, s o m e s t a k e ho l d e r s a r e m o r e im p o r t a n t t h a n o t h e r s i n d e te r m i n i n g t h e s u c c e s s o f a c t i v i t i es. F o r t h i s r e a s o n, t h i s p a p e r i d e n t i f i e s t h e k e y t o u r i s m

191 s t a k e h o l d e r s i n i m p l e me n t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t a n d t o p r o v i d e a s y n t h e s i s o f t h e si m i l ar i t y a n d d i f f e r e n c e s i n t h e c h a r a c t e r i s t ic s o f t h e t o u r i sm s t a k e h o l d e r s. T o u r i s m i s c o n s i d e r e d a v a l u a b l e e c o n o m ic d e v e l o p m e n t o pp o r t u n i t y f o r m a ny c o u n t r i e s, y e t t h e e x p an s i o n o f t o u r i s m worldwide h a s a l s o l e d t o e m er g i n g c o n c e rn a b o u t i t s n e g a t i v e i m p a c t s o n h o s t e n v i r o n m e n t s ( Berrittella, Bigano, R o s o n, & T o l, ; Choi & Sirakaya, ). As a r e s u l t, t h e r e i s increasing a g r e e m e n t on t h e n e e d t o p r o m o t e s u s t a i n a b l e t o u r i s m d e v e l o p m e n t with t h e a i m o f m i n i m i z i n g e n v i r o n m e n t a l a n d s o c i o - c u l t u r al i m p a c t s, while c o m m e n s u r a t e l y m a x i m i z i n g e c o n o m i c b e n e f i t s f o r t o u r i s t d e s t i n a t i o n s ( Cole, 2006; Wight, 2003). 190 According t o F r e e m a n ( , p. 4 6 ), a s t a k e h o l d e r i s a n y g r o u p o r i n d i v i d u a l who c a n a f f e c t o r i s a f f e c t ed b y t h e a c h i e v e m e n t of t h e o r g a n i z a t i o n s o b jectives. T h e UNWTO i d e n t i f i e d s t a k e h o l d e r s i n t o u r i s m d e s t i n a t i o n s a s t o u r i s m pr o f e s s i o n a l s, p u b l i c a u t h o r i t i e s, a s well as the press and othe r m e d i a. I n a d d i t i o n, o t h e r i n t e r e s t g r o u p s a n d i n d i v i d ua l s a n d i n p a r t i c u l a r l oc a l r e s i d e n ts a n d i n d i g e n o u s g r o u p s, a l s o n e e d p r o p e r r e c o g n i t i o n a s s t a k e h o l d e r s i n t h e i r o wn r i g h t ( M a c b e t h, Burns, Chandler, Revitt, & Vei t c h, ). F o r t h e p u r p o s e s o f t his s t u d y, a n d f o l l o wing A a s e t a l. ( , p. 4 ), t o u r i s m s t a k e h o l d e r s i n c l u d e a n y i n d i v i d u a l s o r g r o u p s i n v o l v e d, i n t e r e s t e d i n, o r a f f e c t e d ( p o s i t i v e l y o r n e g a t i v e l y ) b y t o u r i s m. According t o t h e s e au t h o r s, e f f e c t i v e s t a k eh o l d e r e n g a g e m e n t mu s t t h e r e f o r e r e d u c e s p o t e n t i a l c o n f li c t s b e t ween t h e t o u r i sts a n d h o s t c o mm u n i t y b y i n v o l v i ng t h e l a t t e r i n s h a p i n g t h e way in which tourism develops. I n a d d i t i o n, s t a k e h o l d e r t h e o r y h a s b e e n wide l y u s e d i n t o u r i s m a s s t a k e h o l d e r s i n t e r d ependency and their ability impact on the development process of the tourism d e s t i n a t i o n ( J a m a l & Getz, ). I n f a c t, t h e t h e o r y h a s b e e n d e v e l o p e d b o t h t o e x p l a i n, a n d t o g u i d e, t h e s t r u c t u r e a n d o p e r a t i o n o f t h e e s t a b l i s h e d c o r p o r a t i o n ( Donaldson & Pre s t o n, ). Robson a n d Robson ( ) f u r t h e r s t a t e d t h a t o n e o f t h e k e y p r i n c i p l e s o f s t a k e h o l d e r t h e o r y i s t ha t a n o r g a n i z a t i o n i s g ra n t e d l i c e n s e t o op e r a t e b y v i r t u e o f i t s s o c i a l c o n t r a c t with s t a k e h o l d e r s. I t h a s a l s o b e e n o b s e r v e d t h a t s t a k e h o l d e r s k n o wledge and experience in tourism manageme n t, p a r t i c i p a t i o n i n t o u r i s m p l a n n i n g a n d d e v e l o p m e n t p r o c e s s e s a n d l o n g - t e r m c o m m u n i t y i n v o l v e m e n t ha v e p l a y e d a n i m p o r t a n t r o l e i n t o u r i s m d e s t i n a t i o n m a n a g e me n t ( Hardy & Beeton, ; L e i p e r, ). However, while e a c h g r o u p o f s t a k e h o l d e r p l a y s a n i m p o r t a n t r o l e i n t h e d e v e l o p m e n t o f t o u r i sm, s o m e s t a k e h o l d e r s a r e m o r e i m p o r t a n t t h a n o t h e r s i n d e t e r m i n i n g t h e s u c c e s s of activities (Vincent, 1990). G a i n i n g s u p p o r t f r o m p o werful s t a k e h o l d e r s c a n h e l p y o u t o w i n m o r e r e s o u r c e s t h i s m a k e s i t m o r e l i k e l y t h a t y o u r p r o j e c t s will b e s u c c e s s f u l

192 By c o m m u n i c a t i n g with s t a k e h o l d e r s e a r l y a nd f r e q u e n t l y, y o u c a n e n s u r e t h a t t h e y f u l l y u n d e r s t a n d what y o u a r e d o i n g a n d u n d e r s t a n d t h e b e n e f i t s o f y o u r p r o j e c t th i s m e a n s t h e y can s u p p o r t y o u a c t i v e l y whe n n e c e s s a r y You c a n a n t i c i p a t e what p e o p l e 's r e a c t i o n t o your p r o j e c t m a y b e, a n d b u i l d i n t o y o u r p l a n t h e a c t i o n s t h a t will win people's support. T h e f i r s t s t e p i n Stakeh o l d e r m a p p i n g i s t o i d e n t i f y who y o u r s t a k e h o l d e r s a r e. T h e n e x t s t e p i s t o work o u t t h e i r p o wer, i n f l u e n c e a n d i n t e r e s t, s o y o u k n o w who y o u s h o u l d f o c u s o n. T h e f i n a l s t e p i s t o d e v e l o p a g o o d u n d e r s t a n d i n g o f t h e m o s t i m p o r t a n t s t a k e h o l d e r s so t h a t y o u k n o w h o w t he y a r e l i k el y t o r e s p o n d, a n d s o t h a t y o u c a n work o u t h o w t o win t h e i r s u p p o r t y o u c a n r e c o r d t h i s a n a l y s i s o n a s t a k e h o l d e r m a p. 191 After y o u h a v e u s e d t h i s t o o l a n d c r e a t e d a s t a k e h o l d e r m a p, y o u c a n u s e t h e s t a k e h o l d e r p l a n n i n g t o o l t o p l a n h o w y o u will c o m m u n i c a t e with e a c h s t a k e h o l d e r. T h e s t e p s a r e e x p l a i n e d i n d e t a i l b e l o w: Step 1 Identify Your Stakeholders T h e f i r s t s t e p i n y o u r St a k e h o l d e r m a p p i n g i s t o b r a i n s t o r m who y o u r s t a k e h o l d e r s a r e. As p a r t o f t h i s, t h i n k o f a l l t h e p e o p l e who are a f f e c t e d b y y o u r work, who h a v e i n f l u e n c e o r p o wer o v e r i t, o r h a v e a n i n t e r e s t i n i t s s u cc e s s f u l o r u n s u c c e s s ful c o n c l u s i o n. T h e t a b l e b e l o w sho ws some of the people who m i g h t b e s t a k e h o l d e r s i n y o u r j o b o r i n y o u r p r o j e c t s : Your boss Shareholders G o v e r n m e n t Senior executives Alliance partners T r a d e s a s s o c i a t i o n s Your coworkers Suppliers T h e p r e s s Your team L e n d e r s I n t e r e s t g r o u p s Customers Analysts T h e p u b l i c Prospective customers F u t u r e r e c r u i t s T h e c o m m u n i t y Your family Remember t h a t a l t h o u g h s t a k e h o l d e r s m a y b e b o t h o r g a n i z a t i o n s a n d p e o p l e, u l t i m a t e l y y o u m u s t c o m m u n i c a t e with p e o p l e. M a k e s u r e t h a t y o u i d e n t i f y t h e c o r r e c t i n d i v i d u a l s t a k eh o l d e r s within a stakeholder organization.

193 Step 2 Prioritize Your Stakeholders You m a y n o w h a v e a l o n g l i s t o f p e o p l e a n d o r g a n i z a t i o n s t h a t a r e a f f e c t e d b y y o u r work. Some o f t h e s e m a y h a v e t h e p o wer e i t h e r t o b l o c k o r a d v a n c e. Some m a y be i n t e r e s t e d i n what you are doing, others may not care. M a p o u t y o u r s t a k e h o lders o n o u r I n t e r a c t i v e Screen App, a n d c l a ss i f y t h e m by t h e i r p o wer over your wo r k a n d b y t h e i r i n t e r e s t i n y o u r work. 192 F o r e x a m p l e, y o u r b o ss i s l i k e ly t o h a v e h igh p o wer a n d i n f l u e n c e o v e r y o ur p r o j e c t s a n d h i g h i n t e re s t. Your f a m i l y m a y ha v e h i g h i n t e r e s t, b u t a r e u n l i k e l y t o h a v e p o wer over it. Someone's position on the grid show s y o u t h e a c t i o n s y o u h a v e t o t a k e with them: High p o wer, i n t e r e s t e d p e o p l e : t h e s e a r e t h e p e o p l e y o u m u s t f u ll y engage and make the greatest efforts to satisfy. High p o wer, l e s s i n t e re s t e d p e o p l e : p u t e n ou g h work i n with t h e se p e o p l e t o k e e p t h e m s a t i s f i e d, b u t n o t s o m u c h t h a t t h e y b e c o m e b o r e d with your message. L o w p o wer, i n t e r e s t e d p e o p l e : k e e p t h e s e p e op l e a d e q u a t e l y i n f o r m ed, a n d t a l k t o t h e m t o e n s u r e t h a t n o m a j o r i s s u e s a r e a r i s i n g. T h e s e p e o p l e c a n o f t e n b e v e r y h e l p f u l with the detail of your pr o j e c t. L o w p o wer, l e s s i n t e r e s t e d p e o p l e : a g a i n, m o n i t o r t h e s e p e o p l e, b u t d o n o t b o r e t h e m with excessive communi c a t i o n.

194 STAKEHOLDERS MAP TOOL. Description Your c o m p a n y, y o u r pr o j e c t s a r e n o t a l o n e a r o u n d t h e world a n d t h e d i f f e r e n t s t a k e h o l d e r s c a n t a k e im p o r t a n t i n f l u e n c e s i n i ts d e v e l o p m e n t. T o k n o w who are the s t a k e h o l d e r s, a n d t h e complex r e l a t i o n s a m o n g t h e m a n d t h e r e l a t i o ns a m o n g t h e m a n d y o u c a n c h a n g e y o u r a n g l e a n d f ocus ( t h e c e n t r e ) o f your c o m p a n y, d e p a r t m e n t, c u s t o m e r o r o t h e r s t a k e h o l d e r s. W h e n y o u s t a r t a s t a k e h o l d e r s m a p, p u t a n i d e a, c o n c e p t, p r o j e c t i n t h e c e n t r e o f t h e c a n v a s, t h e n p u t t h e p e o p l e t h a t y o u l l n e e d t o d e v e l o p a n d i m p l e m e n t t h e i d e a, c o n c e p t, p r o j e c t a r o u n d i t. T h i s will help understand the value you ll nee d t o c r e a t e, who to involve and when, and then develop a strategy for implementation. 193 Graphic Tool Steps 1. P l a c e a t o p i c i n t h e c e n t r e ( e. g. y o u r c o m p a n y, t e a m o r i d e a ), u s e m a r k e r s & p o s t - i t s ; 2. W r i t e d o wn a l l t h e s t a k e h o l d e r s y o u k n o w a n d w h i c h d o y o u t h i n k t h a t t h e y c a n h e l p y o u t o d e v e l o p y o u r i d e a o r p r o j e c t. P l e a s e, d o n t t a l k, j u s t d o ; 3. S h a r e o u t t h e s t a k e h o l d e r s a r o u n d t h e c a n v a s w i t h t h e m o s t i n f l u e n t i a l s t a k e h o l d e r s i n t h e c e n t r e a n d t h e l e a s t i n t h e o u t e r r i n g ; 4. O r d e r t h e m i n t o g r o u p s, a n d n a m e t h e g r o u p s.

195 I n o r d e r t o i m p r o v e t h i s s t a k e h o l d e r s m a p, y o u c a n e l a b o r a t e i t wi t h y o u r f i n a l u s e r s o r w i t h o t h e r e x t e r n a l s t a k e h o l d e r s, t h e y w i l l g i v e y o u o t h e r p o i n t o f v i e w. T h i s t o o l i s t h e b e s t w h e n i t i s u s e d b y a m u l t i d i s c i p l i n a r y t e a m. Step 3 Understand Your Key Stakeholders Y o u n o w n e e d t o k n o w m o r e a b o u t y o u r k e y s t a k e h o l d e r s. Yo u n e e d t o k n o w h o w t h e y a r e l i k e l y t o f e e l a b o u t a n d r e a c t t o y o u r p r o j e c t. Yo u a l s o n e e d t o k n o w h o w b e s t t o e n g a g e t h e m i n y o u r p r o j e c t a n d h o w b e s t t o c o m m u n i c a t e w i t h t h e m. K e y q u e s t i o n s t h a t c a n h e l p y o u u n d e r s t a n d y o u r s t a k e h o l d e r s a r e : 194 W h a t f i n a n c i a l o r e m o t i o n a l i n t e r e s t d o t h e y h a v e i n t h e o u t c o m e o f y o u r wo r k? I s i t p o s i t i v e o r n e g a t i v e? W h a t m o t i v a t e s t h e m m o s t o f a l l? W h a t i n f o r m a t i o n d o t h e y wan t f r o m y o u? H o w d o t h e y w a n t t o r e c e i v e i n f o r m a t i o n f r o m y o u? W h a t i s t h e b e s t w a y o f c o m m u n i c a t i n g y o u r m e s s a g e t o t h e m? W h a t i s t h e i r c u r r e n t o p i n i o n o f y o u r wo r k? I s i t b a s e d o n g o o d i n f o r m a t i o n? W h o i n f l u e n c e s t h e i r o p i n i o n s g e n e r a l l y, a n d who i n f l u e n c e s t h e i r o p i n i o n o f y o u? D o s o m e o f t h e s e i n f l u e n c e r s t h e r e f o r e b e c o m e i m p o r t a n t s t a k e h o l d e r s i n t h e i r o wn r i g h t? I f t h e y a r e n o t l i k e l y t o b e p o s i t i v e, w h a t w i l l w i n t h e m a r o u n d t o s u p p o r t y o u r p r o j e c t? I f y o u d o n ' t t h i n k y o u w i l l b e a b l e t o win t h e m a r o u n d, h o w wil l y o u m a n a g e t h e i r o p p o s i t i o n? W h o e l s e m i g h t b e i n f l u e n c e d b y t h e i r o p i n i o n s? D o t h e s e p e o p l e b e c o m e s t a k e h o l d e r s i n t h e i r o w n r i g h t? A v e r y g o o d w a y o f a n s w e r i n g t h e s e q u e s t i o n s i s t o t a l k t o y o u r s t a k e h o l d e r s d i r e c t l y p e o p l e a r e o f t e n q u i t e o p e n a b o u t t h e i r v i e ws, a n d a s k i n g p e o p l e 's o p i n i o n s i s o f t e n t h e f i r s t s t e p i n b u i l d i n g a s u c c e s s f u l r e l a t i o n s h i p w i t h t h e m. Y o u c a n s u m m a r i z e t h e u n d e r s t a n d i n g y o u h a v e g a i n e d o n t h e s t a k e h o l d e r m a p, s o t h a t y o u c a n e a s i l y s e e w h i c h s t a k e h o l d e r s a r e e x p e c t e d t o b e b l o c k e r s o r c r i t i c s, a n d w h i c h s t a k e h o l d e r s a r e l i k e l y t o b e a d v o c a t e s a n d s u p p o r t e r s o r y o u r p r o j e c t. A g o o d way o f d o i n g t h i s i s b y c o l o r c o d i n g : s h o wing a d v o c a t e s a n d s u p p o r t e r s i n g r e e n, b l o c k e r s a n d c r i t i c s i n r e d, a n d o t h e r s wh o a r e n e u t r a l i n o r a n g e.

196 F i g u r e 47: E x a m p l e P o w e r / I n t e r e s t G r i d W i t h S t a k e h o l d e r s M a r k e d 195 F i g u r e 2 s h o ws a n e x a m p l e o f t h i s i n t h i s e x a m p l e, y o u c a n s e e t h a t a l o t o f e f f o r t n e e d s t o b e p u t i n t o p e r s u a d i n g Pier s a n d M i c h a e l o f t h e b e n e f i t s o f t h e p r o j e c t J a n e t a n d Aman d a a l s o n e e d t o m a n a g e d w e l l a s p o we r f u l s u p p o r t e r s.

197 MOTIVATION MATRIX TOOL. Description T h e o b j e c t i v e o f t h i s t o o l i s t o i d e n t i f y t h e r e l a t i o n s a m o n g d i f f e r e n t s t a k e h o l d e r s t h r o u g h t h e d e s c r i p t i o n o f t h e i r n e e d s a n d m o t i v a t i o n s. T h e m o t i v a t i o n m a t r i x i s a v e r y u s e f u l t o o l i n t h e f i r s t s t e p s o f t h e s e r v i c e d e s i g n p r o c e s s d u e t o t h i s t o o l a l l o w y o u t o c o n s i d e r t h e m o t i v a t i o n s o f a l l s t a k e h o l d e r s a n d i t w i l l h e l p y o u t o m a k e a r e f l e x i o n a b o u t t h e e x i s t i n g r e l a t i o n s wh i c h c a n h e l p u s t o s t a r t wi t h t h e s e r v i c e d e s i g n p r o c e s s. 196 Graphic Tool Steps 1. C r e a t e a m a t r i x wh e r e i n t h e r o ws a n d c o l u m n s m u s t b e i n t r o d u c e d t h e d i f f e r e n t a c t o r s o f y o u r p r o c e s s. 2. F i l l i n t h e c e l l s wi t h t h e m o t i v a t i o n s w h i c h c a n b e a f f e c t e d ( p o s i t i v e l y o r n e g a t i v e l y ) t h r o u g h t h e s e r e l a t i o n s.

198 TABLE 1 Key tourism stakeholders in implementing sustainable tourism development in the two rural towns of Thailand K e y Stakeholders Experts Nong Mae Na Communi t y - T o u r i s m - o r i e n t e d n o n - g o v e r n m e n t a l o r g a n i z a t i o n s Nen-Piem Community - E d u c a t i o n a l i n s t i t u t i o n s - G o v e r n m e n t b o d i e s - E d u c a t i o n a l i n s t i t u t i o n s - G o v e r n m e n t b o d i e s - I n d u s t r y b o d i e s Suppliers - L o c a l c o m m u n i t y o r g a n i z a t i o n s - L o c a l c o m m u n i t y - L o c a l c o m m u n i t y - L o c a l c o m m u n i t y o r g a n i z a t i o n s 197 F r o m t h e p e r s p e c t i v e o f t h e r e s p o n d e n t s, t h e r e i s a g e n e r a l a g r e e m e n t t h a t d i v e r s e g r o u p s o f s t a k e h o l d e r s s h o u l d i n f a c t b e c o n s u l t e d w h e n i m p l e m e n t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t p r i n c i p l e s. Ho we v e r, wh i l e e d u c a t i o n a l i n s t i t u t i o n s a n d g o v e r n m e n t b o d i e s a r e t h e k e y e x p e r t s f o r b o t h t o wns, t h e N o n g M a e N a r e s i d e n t s a l s o i d e n t i f i e d i n d u s t r y b o d i e s a n d t o u r i s m - o r i e n t e d n o n - g o v e r n m e n t a l o r g a n i z a t i o n s w i t h i n t h i s g r o u p. T h i s m a y b e b e c a u s e t o u r i s m i n t h i s t o w n c o n t i n u e s t o g r o w m o r e r a p i d l y t h a n t h e o t h e r t o w n, e s p e c i a l l y f o r e c o - t o u r i s m. T h e a r e a p r o v i d e s a n u m b e r o f r e s o u r c e s a n d o p p o r t u n i t i e s t o a s s i s t t o u r i s m i n d u s t r y o p e r a t o r s w i t h t h e i r d a y - to- d a y b u s i n e s s a c t i v i t i e s. As s u c h, t h e i n d u s t r y b o d i e s h a v e a s t a k e i n s u s t a i n a b i l i t y i n t h e a r e a. A d d i t i o n a l l y, t h e r e s p o n d e n t s f r o m t h e s e t w o r u r a l t o wns i d e n t i f i e d u n i q u e s t a k e h o l d e r g r o u p s f o r g o v e r n m e n t b o d i e s. F o r t h e N o n g M a e N a r e s p o n d e n t s, l o c a l g o v e r n m e n t b o d i e s s u c h a s t h e s u b - d i s t r i c t a d m i n i s t r a t i v e o r g a n i z a t i o n r e m a i n e d t h e k e y a c t o r i n i m p l e m e n t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t, with the e f f e c t n o t o n l y o f p r o v i d i n g i n f o r m a t i o n, b u t a l s o e m b e d d i n g t h i s i n d e n s e n e t wo r k s o f s o c i a l i n t e r a c t i o n wi t h i n t h e a r e a. T h e f i n d i n g s a r e c o n s i s t e n t w i t h p r e v i o u s s t u d y ( D a b p h e t, S c o t t, & R u h a n e n, ) w h i c h r e v e a l e d t h e i m p o r t a n t o f l o c a l g o v e r n m e n t a u t h o r i t i e s i n t h e i m p l e m e n t a t i o n o f s u s t a i n a b l e t o u r i s m d e v e l o p m e n t o n K r e t I s l a n d, T h a i l a n d. O n t h e o t h e r h a n d, N a t i o n a l P a r k Aut h o r i t i e s p l a y a k e y r o l e i n t h e N e n - Piem c o m m u n i t y d u e t o s o m e a r e a s o f t h e c o m m u n i t y i s p a r t s o f n a t i o n a l p a r k. T h i s s t u d y i s b a s e d o n 3 0 i n t e r v i e ws with t o u r i s m s t a k e h o l d e r s. T h e s a m p l e w a s t a k e n f r o m t wo r u r a l t o w n s i n T h a i l a n d ( No n g M a e Na n = 1 5, N e n - Piem n = 1 5 ). T h e c h a r a c t e r i s t i c s o f s t a k e h o l d e r s i n t h i s s t u d y we r e r a n k e d i n c l u d e : i m p o r t a n c e, k n o wled g e, s k i l l s a n d p o w e r ( T a b l e 2 ).

199 TABLE 2 Ranking of the overall characteristics of stakeholders in two rural towns Attributes Experts Suppliers importance knowledge 23 - skills 17 - power R e s p o n d e n t s i n t h i s s t u d y p o i n t e d o u t t h a t i m p o r t a n c e i s a m a i n c h a r a c t e r i s t i c o f b o t h e x p e r t a n d s u p p l i e r s t a k e h o l d e r. T h i s c a n d u e t o t h e f a c t t h a t e a c h g r o u p o f s t a k e h o l d e r s h a s m a n y r o l e s i n t o u r i s m s u s t a i n a b i l i t y. I n d e e d a n u m b e r o f r e s p o n d e n t s c i t e d t h a t e x p e r t s a r e n o t o n l y i m p o r t a n t i n f u n d i n g, b u t a l s o i n p a r t i c i p a t i n g i n b o a r d e r, s t r a t e g i c - l e v e l p r o m o t i o n a n d m a r k e t i n g p r o j e c t s. 198 F o r e x a m p l e, t h e T h a i l a n d Comm u n i t y Based T o u r i s m I n s t i t u t i o n ( CBT - I ) i m p r o v e d c o m m u n i c a t i o n a n d c o o r d i n a t e o f a c t i v i t i e s s u c h a s d e v e l o p m e n t o f a s h a r e d w e b s i t e, s e m i n a r s a n d s t a f f e x c h a n g e s i n o r d e r t o i n c r e a s e t h e i d e a o f s u s t a i n a b i l i t y t o c o m m u n i t i e s. Ho we v e r, s o m e r e s p o n d e n t s a r g u e d t h a t wh i l e t h e g o v e r n m e n t s a r e i m p o r t a n t i n s u p p o r t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t, t h e s e o r g a n i z a t i o n s d o n o t n e c e s s a r i l y h a v e t o p l a y a n e q u i v a l e n t l y a c t i v e r o l e i n t h e i m p l e m e n t a t i o n p r o c e s s. I t a l s o d e p e n d s u p o n h o w e f f e c t i v e l y l o c a l c o m m u n i t i e s a n d c o m m u n i t y o r g a n i z a t i o n s c a n p a r t i c i p a t e i n a n d h a s i n v o l v e m e n t w i t h t h e t o u r i s m i n d u s t r y. I n c o m b i n a t i o n with e x p e r t, i t r e m a i n s e s s e n t i a l t h a t b o t h t h e we l l - b e i n g a n d n e e d s o f l o c a l c o m m u n i t i e s a r e g e n u i n e l y a d d r e s s e d a n d i n c o r p o r a t e d with i n t h e i m p l e m e n t a t i o n a n d m a n a g e m e n t p r o c e s s e s o f s u s t a i n a b l e t o u r i s m d e v e l o p m e n t ( K a m a m b a, ). T h e f i n d i n g s a l s o r e v e a l e d a l i n k b e t w e e n i m p o r t a n c e a n d p o we r a t t r i b u t e i n i m p l e m e n t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t. Et z i o n i s ( ) d e f i n e d p o we r i n t e r m s o f a c c e s s c o e r c i v e, u t i l i t a r i a n o r n o r m a t i v e m e a n s t o i m p o s e a p a r t y s will i n a r e l a t i o n s h i p. A l t h o u g h t o u r i s m i s p r i v a t e l y o p e r a t e d, g o v e r n m e n t a t a l l l e v e l s h a s t h e p o we r t o c o n t r o l i n t h e i n d u s t r y, e s p e c i a l l y i n p l a n n i n g a n d d e c i s i o n - m a k i n g p r o c e s s. As t h e s t u d y f o u n d w h i l e t h e N o n g M a e N a s u b - d i s t r i c t a d m i n i s t r a t i v e o r g a n i z a t i o n p r o v i d e a d v i c e a n d p o l i c y r e p r e s e n t a t i o n, o t h e r s t a k e h o l d e r s ( c o m m u n i t i e s a n d i n d u s t r y b o d i e s ) a r e n o t f u l l y c o m m i t t e d t o s u s t a i n a b l e t o u r i s m d e v e l o p m e n t b u t t h e y f o l l o w t h e l e a d e r. T h e f i n d i n g s s u p p o r t p r e v i o u s r e s e a r c h e s, whic h r e v e a l t h a t s u s t a i n a b l e t o u r i s m d e v e l o p m e n t c a n n o t b e a c h i e v e d wi t h o u t g o v e r n a n c e b e c a u s e o f i t s n a t u r e t o f o s t e r c o m m o n g o a l b y c o l l e c t i v e a c t i o n ( Z e i j l - R o z e m a, Cö r v e r s, Kemp, & M a r t e n s, ). I n d i s c u s s i n g s u p p l i e r s, n u m e r o u s r e s e a r c h e r s ( F a l l o n & K r i w o k e n, ; M a n y a r a & J o n e s, ; T o s u n, ) h a v e i d e n t i f i e d l o c a l c o m m u n i t i e s a s k e y p l a y e r s i n c o n s e r v i n g t o u r i s m r e s o u r c e s, c o n s i d e r i n g m a n y t a k e a n a c t i v e r o l e d e v e l o p i n g t o u r i s m wi t h i n t h e i r l o c a l a r e a s a n d p r o v i d e v a l u a b l e l o c a l k n o wl e d g e a n d i n f o r m a t i o n.

200 L o c a l c o m m u n i t i e s t h e n h a v e p o w e r whe n i t c o m e s t o d e c i s i o n s - m a k i n g, b o t h b e t we e n a n d with i n c o m m u n i t y g r o u p s a s t o u r i s m d e s t i n a t i o n i s o f t e n b o t h t h e i r h o m e a n d p l a c e o f wo r k. A n o t h e r f e a t u r e k e y a t t r i b u t e d t o s t a k e h o l d e r r e v e a l e d b y t h i s s t u d y i s t h a t o f k n o wled g e. M o s t r e s p o n d e n t s v i e we d t h a t e x p e r t s a c t e d t o t h e o r e t i c a l l y u n d e r p i n p e e r e d u c a t i o n p r o g r a m s. I n o t h e r w o r d s t h e r e f o r e, e x p e r t s c a n o f t e n b e s e e n a s e d u c a t o r s o r t r a i n e r s p r o v i d i n g i n f o r m a t i o n w i t h i n t h e c o m m u n i t y, with a n e m p h a s i s o n c r e a t i n g k n o wl e d g e a n d a wa r e n e s s i n t h e t o u r i s m i n d u s t r y a b o u t s u s t a i n a b l e t o u r i s m d e v e l o p m e n t i n t u r n. F o r i n s t a n c e, s o m e l i n k s e x i s t wi t h t o u r i s m - o r i e n t e d n o n - g o v e r n m e n t a l o r g a n i z a t i o n s a n d e d u c a t i o n a l i n s t i t u t i o n s i n t h e f o r m o f w o r k e x p e r i e n c e p r o g r a m s a n d e x t e n s i o n p r o g r a m s. I n d o i n g s o, t h e y a s s i s t r e l e v a n t p a r t i e s t o s e e i s s u e s a n d s i t u a t i o n s f r o m o t h e r p o i n t s o f v i e w, a n d c o n f i r m t h e wa y s s u s t a i n a b l e t o u r i s m d e v e l o p m e n t p o l i c y s u p p o r t s t h e c o m m u n i t y. 199 A s m a n y a u t h o r s h a v e n o t e d, e x p e r t s wh o a r e h i g h l y i n v o l v e d with a p r o d u c t a r e m o r e l i k e l y t o b e i n t e r e s t e d i n, a n d a c c u m u l a t e k n o wl e d g e a b o u t t h a t p r o d u c t f r o m w i d e a r a n g e o f s o u r c e s ( Ric h i n s & R o o t - Sh a f f e r, ; W e i m a n n, ; ) T h e f i n a l a t t r i b u t e o f t o u r i s m s t a k e h o l d e r i n i m p l e m e n t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t w a s s k i l l s. T h e s t u d y f o u n d t h a t w h i l e r e s p o n d e n t s e m p h a s i z e d t h e i m p o r t a n c e o f s k i l l s a t t r i b u t e f o r e x p e r t s, t h e y d i d n o t m e n t i o n t h i s d i m e n s i o n f o r s u p p l i e r s. T h i s i s m a y b e b e c a u s e l o c a l c o m m u n i t i e s l a c k t h e n e c e s s a r y s k i l l s, e x p e r i e n c e a n d t r a i n i n g t o r u n t o u r i s m b u s i n e s s e s. E x p e r t s t h e n c a n p l a y a r o l e i n t h e t r a n s f e r o f k n o wled g e a n d s k i l l s t o l o c a l c o m m u n i t i e s. As t o u r i s m d e v e l o p m e n t p r o c e e d s, l o c a l s c a n g a i n k n o w l e d g e a n d e x p e r i e n c e i n t h e t o u r i s m b u s i n e s s. Ho w e v e r, s o m e r e s e a r c h e r s a r g u e d t h a t w h e n a d e s t i n a t i o n i s t o o s u c c e s s f u l, i t wi l l d o wo n d e r s t o a t t r a c t n e w p e o p l e a n d b u s i n e s s e s t o t h e a r e a. T h e s e n e w c o m m u n i t y m e m b e r s w i l l b r i n g wi t h t h e m a h o s t o f p e r s o n a l s k i l l s, k n o wled g e a n d e x p e r i e n c e s t h a t c o u l d b e u t i l i z e d b y t h e c o m m u n i t y ( Hua n g & S t e w a r t, ).

201 Conclusion S u s t a i n a b l e t o u r i s m d e v e l o p m e n t i s c o n s i d e r e d a n a p p r o p r i a t e d e v e l o p m e n t c o n c e p t f o r m a n y t o u r i s m d e s t i n a t i o n s. I n o r d e r f o r s u s t a i n a b l e t o u r i s m d e v e l o p m e n t t o b e i m p l e m e n t e d s u c c e s s f u l l y, t h e r e i s a n e e d t o i d e n t i f y t h e k e y s t a k e h o l d e r s i n t h e i m p l e m e n t a t i o n p r o c e s s. T h i s s t u d y a p p l i e d t h e s t a k e h o l d e r t h e o r y e x a m i n i n g t h e t y p e o f t o u r i s m s t a k e h o l d e r s a n d t h e i r c h a r a c t e r i s t i c s i n i m p l e m e n t i n g t h e c o n c e p t. W i t h i n t h i s s t u d y, e x p o r t s a n d s u p p l i e r s we r e t w o m a i n s t a k e h o l d e r s. E x p e r t s s u c h a s g o v e r n m e n t s, i n d u s t r y b o d i e s, e d u c a t i o n a l i n s t i t u t i o n s a n d t o u r i s m - o r i e n t e d NGOs a r e t h e c o r e b o d i e s p r o v i d i n g a n d m a i n t a i n i n g t o u r i s m i n f r a s t r u c t u r e, d e t e r m i n i n g e d u c a t i o n a n d t r a i n i n g s y s t e m s, s e t t i n g r u l e s f o r b u s i n e s s o p e r a t i o n s, a s s i s t i n g i n f i n a n c i n g a n d c o n d u c t i n g b o t h m a r k e t r e s e a r c h a n d p r o m o t i o n. 200 S u p p l i e r s i n c l u d e l o c a l c o m m u n i t i e s a n d l o c a l c o m m u n i t y o r g a n i z a t i o n s t h a t i n f l u e n c e a n d s h a r e c o n t r o l o v e r d e v e l o p m e n t i n i t i a t i v e s a n d t h e d e c i s i o n s. W i t h o u t t h e s u p p o r t o f l o c a l c o m m u n i t i e s, t h e s u s t a i n a b i l i t y o f t o u r i s m i s q u e s t i o n a b l e. I n d i s c u s s i n g s t a k e h o l d e r s c h a r a c t e r i s t i c s, i t w a s f o u n d t h a t whi l e i m p o r t a n c e a n d p o we r a r e a t t r i b u t e s f o r b o t h g r o u p s o f s t a k e h o l d e r, k n o w l e d g e a n d s k i l l s a r e a l s o k e y a t t r i b u t e s f o r e x p e r t s i n i m p l e m e n t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t. I t s e e m s c l e a r t h a t a l t h o u g h b o t h e x p e r t s a n d s u p p l i e r s a r e i m p o r t a n t f o r i m p l e m e n t i n g s u s t a i n a b l e t o u r i s m d e v e l o p m e n t, e x p e r t s a r e t h e o n e s u l t i m a t e l y r e s p o n s i b l e f o r a n d k n o w l e d g e a b l e a b o u t t o u r i s m d e v e l o p m e n t. Key points A s t h e w o r k y o u d o a n d t h e p r o j e c t s y o u r u n b e c o m e m o r e i m p o r t a n t, y o u will a f f e c t m o r e a n d m o r e p e o p l e. S o m e o f t h e s e p e o p l e h a v e t h e p o w e r t o u n d e r m i n e y o u r p r o j e c t s a n d y o u r p o s i t i o n. O t h e r s m a y b e s t r o n g s u p p o r t e r s o f y o u r w o r k. S t a k e h o l d e r M a n a g e m e n t i s t h e p r o c e s s b y whic h y o u i d e n t i f y y o u r k e y s t a k e h o l d e r s a n d w i n t h e i r s u p p o r t. St a k e h o l d e r m a p p i n g i s t h e f i r s t s t a g e o f t h i s, w h e r e y o u i d e n t i f y a n d s t a r t t o u n d e r s t a n d y o u r m o s t i m p o r t a n t s t a k e h o l d e r s. T h e f i r s t s t a g e o f t h i s i s t o b r a i n s t o r m w h o y o u r s t a k e h o l d e r s a r e. T h e n e x t s t e p i s t o p r i o r i t i z e t h e m b y p o w e r a n d i n t e r e s t, a n d t o p l o t t h i s o n a P o we r / I n t e r e s t g r i d. T h e f i n a l s t a g e i s t o g e t a n u n d e r s t a n d i n g o f wh a t m o t i v a t e s y o u r s t a k e h o l d e r s a n d h o w y o u n e e d t o win t h e m a r o u n d.

202 4.2 Local/Regional context SWOT analysis Learning objectives Know what is a SWOT a n a l y s i s, why a n d when it is use Know h o w t o a p p l y a SWOT a n a l y s i s, i n o r d e r t o d e t e r m i n e t h e s t r e n g t h s, weaknesses, o p p o r t u n i t i e s a n d t h r e a t s o f a d e s t i n a t i o n Know h o w t o p r o m o t e a d e s t i n a t i o n, u s i n g t h e r e s u l t s o f SWOT a n a l y s is, a c c o r d i n g t o t h e b e h a v ior of senior t o u r i s t s THE SWOT ANALYSIS OF THE TOURISM DESTINATION CONCEPTUAL METHODOLOGICAL ASPECTS. T h e SWOT a n a l y s is m ay b e u s e d f o r a t o u r i sm d e s t i n a t i o n i n o r d e r t o tu r n i n t o g o o d a c c o u n t i t s t o u r i s m p o t en t i a l, a s well as for the tourism enterprise and pro d u c t. Due to this fact, afte r d i f f e r e n t SWOT analysis were finished concerning the tourism r e g i o n s / a r e a s i n Roman i a, t h e r e we r e d e t e c t e d a l o n g t h e t i m e s o m e a s p e c t s which m a y h a v e n e g a t i v e i mp l i c a t i o n s u p o n t h e n ex t s t a g e i n t h e m a r k et i n g o f a ny d e s t i n a t i o n. Starting f r o m t h e s e o b s e r v a t i o n s, a c o n c e p t ua l - m e t h o d o l o g i c a l a p p ro a c h o f o n e d e s t i n a t i o n r e p r e s e n t s a h a r d work which m u s t h a v e a s i t s s t a r t i n g p o i n t t h e c o n c e p t i t s e l f o f d e s t i na t i o n. I n t h e a s s e s s m e n t o f t he d e s t i n a t i o n s, f o r a b e t t e r u n d e r s t a n d i n g o f s u c h a n a l y s e s, t h e r e will b e m a i n l y considered t h e t o u r i s m p r o d u c t, r e s p e c t i v e l y th e,, c u l t u r a l t o u r i s m ( o r t h e " c u l t u ra l r e s o u r c e / a r t i f i ci a l c o m p o n e n t within t h e d e s t i n a t i o n ), without s t i p u l a t i n g a c e r t a i n m a r k e t ; a n d c e r t a i n a c t i o n s / g e n e r i c a c t i v i t i e s, a s s t r o n g p o i n t s / weak p o i n t s / o p p o r t u n i t i e s / t h r e a t s, v a l i d f o r a n y t y p e o f t o u r i s m o r t o u r i s m p r o d u c t. T h e a c c o m p l i s hm e n t o f a SWOT a n a l y s i s will ha v e n o s t r a t e g i c r e s u l t s b e f o r e b e i n g c o m p l e t e d with t h e e l em e n t s o f a t t r a c t i v e n e s s o f a d e s t i n a t i o n which confer i d e n t i t y t o i t a n d b e f o r e s e t t l i n g a m a r k e t i n g o b j e c t i v e. T o o l o f t h e s t r a t e g i c m a n a g e m e n t / m a r k e t i n g with p r a c t i c a l v a l a n c e s a n d s t r a t e g i c r e s u l t s, t h e SWOT a n a l y s i s r e p r e s e n t s i n t o u r i s m a s well a way t o u n d e r s t a n d t h e e n t e r p r i s e a n d e n v i r o n m e n t. I t m a y b e u s e d a l s o f o r a t o u r i s m d e s t i n a t i o n i n o r d e r t o t u r n i n t o g o o d a c c o u n t i t s t o u r i s m p o t e n t i a l, b y p o t e n t i a l b e i n g u n de r s t o o d t h e t o t a l i t y o f t h e n a t u r a l a n d a n t h r o p i c a l r e s o u rc e s a n d i n f r a s t r u c t u r e which m a y b e g e n e r a l ( water, s e we r a g e s y s t e m, r o a d s ) a n d s p e c i f i c ( s y s t e ms o f a c c o m m o d a t i on e t c ).

203 Because t h e s o - c a l l e d a n a l y s i s i s j u s t a l i nk o f a witting s t r a t e g i c p r o c e s s a n d t e c h n i c a l a p p r o a c h e s a re n u m e r o u s, t h e r e m u s t b e m a d e a l l t h e s t e p s : - a s s i g n a t i o n o f t h e p r o f i l e o f t h e f i r m ( t y p e o f a c t i v i t y, g e o g r a p h i c al a r e a, s t a t e o f t h e c o m p e t i t i o n e n v i r o n m e n t, m an a g e m e n t o r i e n t a t i o n ) ; - i d e n t i f i c a t i o n a n d a p p r ec i a t i o n o f t h e e n v i r o n m en t f a c t o r s ; - e l a b o r a t i o n o f a n a n t i c i p a t i o n ; - a p p r e c i a t i o n o f t h e f o r c e s / weaknesses i n f i n a n c e s, m a r k e t i n g, p r o d u c t i o n, o r g a n i z a t i o n e t c. o f t h e e n t e r p r i s e ; - e n o u n c e m e n t o f t h e s t r a t e g i c s o l u t i o n s ; s e l e c t i o n o f t h e s t r a t e g ies; - p r e p a r a t i o n o f t h e i m p l e m e n t a t i o n p l a n s. Due t o t h i s f a c t, o n t h e o n e h a n d, a n d c o m pl e x i t y a n d s p e c i f ic f e a tu r e s o f t h e t o u r i s m a c t i v i t y, o n t h e o t h e r h a n d, with r e g a r d t o a d e s t i n a t i o n ( r e g i o n, a r e a, c o u n t r y ) t h e SWOT a n a l y s i s m u s t b e d o n e a l s o f o r t h e t o u r i s m e n t e r p r i s e a n d p r o d u c t b y c o n s i d e r i n g s o m e e l e m e n t s ( s e e t a bl e 1 ). TABLE 1 Determining elements in the SWOT analysis for the tourism product, destination and enterprise Tourism product Tourism destination (city, region, country) Tourism enterprise / organisation 1 ) p r e p o n d e r a n t f o r m o f t o u r i s m s p e c i f i c to the t o u r i s m p r o d u c t 2) i d e n t i f i c a t i o n and a p p r e c i a t i o n o f t h e f a c t o r s of d i f f e r e n t i a t i o n / o n e n e s s o f t h e p r o d u c t on t h e t a r g e t m a r k e t 3) i d e n t i f i c a t i o n of t h e m a i n f a c t o r s ( r a t i o n a l and/or e m o t i o n a l ) w h i c h d e t e r m i n e the p r o d u c t p o s i t i o n t o w a r d s the c o m p e t i t o r s 1 ) t y p e / f o r m of p r a c t i c e d t o u r i s m/ p r a c t i c e d, p o s i t i o n / g e o g r a p h i c a l c o n d i t i o n s 2) i d e n t i f i c a t i on of the a l l u r e m e n t f a c t o r s by w h i c h the d e s t i n a t i o n m a y b e p o s i t i o n e d 3) i d e n t i f i c a t i o n and a p p r e c i a t i o n o f t h e f a c t o r s w h i c h s t i m u l a t e / i m p e d e the d e s t i n a t i o n D e v e l o p m e n t ( p o l i t i c a l, e c o n o m i c a l, s o c i o c u l t u r a l, t e c h n o l o g i c a l, e t c. ) 1) t h e p r o f i l e ( t y p e / f o r m t o u r i s m ), r e g i o n and of g e o g r a p h i c a l c o n d i t i o n s 2) i d e n t i f i c a t i o n of t h e s p e c i f i c f a c t o r s w h i c h d i s t i n g u i s h the e n t e r p r i s e f r o m t h e c o m p e t i t o r s 3) i d e n t i f i c a t i o n and a p p r e c i a t i o n o f t h e e x t e r i o r f a c t o r s ( p o l i t i c a l, e c o n o m i c a l, s o c i o - c u l t u r a l, t e c h n o l o g i c a l, e t c. )

204 So, i n t h e a n a l y si s o f th e t o u r i s m p r o d u c t a nd d e s t i n a t i o n, a n i m p o r ta n t r o l e p l a y t h e t o u r i s m r e s o u r c e s a n d c o n d i t i o n s with whi c h t h e r e g i o n i s e n d o wed t o which t h e r e a r e a d d e d f i r s t l y t h e c r e a t i v i t y o f t h e on e who f o r m s t h e t o u r i s m s e r v ic es p a c k a g e while t h e i m p or t a n t r o l e i n t h e SWOT a n a l y s i s o f t h e t o u r i sm e n t e r p r i s e / o r g a n i s a t i o n i s r e p r e s e n t e d b y m a r k e t e r s s k i l l s t o k n o w t o c h o o s e t h e t a r g e t m a r k e t / with i t s n e e d s a n d n e c e s s i t i e s a cc o r d ing t o t h e s e r e s o u r c e s e m p h a s i z e d i n t h e f i r s t p l a c e d u e t o t h e e m o t i o n a l f a c t o r s. Accordingly, a f t e r d i f f e r e n t SWOT a n a l y s i s were f i n i s h e d c o n c e r n i ng t h e t o u r i s m r e g i o n s / a r e a s i n Roman i a, t h e r e we r e d e t e c t e d a l o n g t h e t i m e s o m e a s p e c t s whic h m a y h a v e n e g a t i v e i mp l i c a t i o n s u p o n t h e n ex t s t a g e i n t h e m a r k et i n g o f a ny d e s t i n a t i o n, n a m i n g : 203 a) I n m o s t o f t h e c a s e s, t he e m p h a s i s was n o t p u t o n t h o s e r e p r e s e n t a t ive e l e m e n t s which m a y d e t e r m i n e p o s i t i v e c h a n g es b u t a l l t h e p o s s i b l e a n d i m p o s s i b l e a s p ec t s were e n u m e r a t e d a n d s o b e i n g a c c o m p l i shed an e x h a u s t i v e a n a l y si s ; b) Due t o t h e c o n f u s i o n ( o r l a c k i n g r a v i t y ) r e g a r di n g t h e t o u r i s m c o n c e p ts a n d t e r m i n o l o g y ( way o f t o u r i s m / t o u r is m p r o d uc t / t o u r i s m d e s t i n a t i o n ), t h e e l e m e n t s were r e pe a t e d r e s u l t i n g a s h a l low a n a l y s i s f o r m a ny t i m e s j u s t a s i m p l e l i s t ( e n u m e r a t i o n ) with e l e m e n t s / i n s i g n i f i c a nt a s p e c t s f o r a q u a l i ty m o d e l ( e x a m p l e : em p h a s i s o f t h e n a t u ra l p o t e n t i a l a n d, i n t h e s a m e t i m e, n a t i o n a l p a r k s, f l o r a a n d f a u n a a s i f t h e s e were not included i n t o t h e Natural potenti a l! ) ; c) Repeated c o n f u s i o n s b e t ween t h e Strong p o i n t s a n d O p p o r t u n i t i e s o r b e t ween the Weak points and Threats; d) I n a l l t h e SWOT a n a ly si s, t h e r e a r e p r e s e n t two e l e m e n t s ( b o t h i n th e weak points and thre a t s ) n a m e l y t h e m o n e y an d i n f r a s t r u c t u r e. Starting f r o m t h e s e o b s e r v a t i o n s, a c o n c e p t ua l - m e t h o d o l o g i c a l a p p ro a c h o f o n e d e s t i n a t i o n r e p r e s e n t s a h a r d work which m u s t h a v e a s i t s s t a r t i n g p o i n t t h e c o n c e p t i t s e l f o f d e s t ination which i s a c o mp l e x c o n c e p t a n d r e p r es e n t s o n e o r s ev eral produc ts and i n the s ame ti me a pl ac e wi th natural, anthropi c al and s oc i o - c u l t u r a l r e s o u r c e s ( h u m a n b e i n g s with t h e i r t r a d i t i o n s, c u s t o m s, c u l t u r e e t c. ), i n f r a s t r u c t u r e a n d t o u r i s m a c c o m m o d a t i o n s t r u c tu r e s. I n c o n c l u s i o n, t h e a c c om p l i s h m e n t o f a SWOT a n a l y s i s t h a t e n h a n c e s t h e e l e m e n ts c o n s i d e r e d s i g n i f i c a n t f o r a d e s t i n a t i o n h a s p r a c t i c a l v a l a n c e s b u t will h a v e n o s t r a t e g i c r e s u l t s b e f o r e b e i n g c o m p l e t e d with t h e e l e m e n t s o f a t t r a c t i v e n e s s o f a d e s t i n a t i o n which c o n fe r i d e n t i t y t o i t, b e f o r e s e t t l i n g a m a r k e t i n g ob j e c t i v e ( f o r e x a m p l e, t o g e t i n t o a m a r k e t / m a r k e t s e g m en t ), b e f o r e s e t t l i n g t h e p r o d u c t a n d p a c k u p s t r a t e g y a n d t h e n, with t h e h e l p f r o m t h e p a r t n e r s h i p a n d p r o m o t i o n a l s t r a t e g y, t h e r e e i t h e r wil l b e c h a n g e d t h e n e g a ti v e p e r c e p t i o n t h a t t h e p a s t v i s i t o r s h a v e a b o u t t h e d e s t i n a t i o n o r t h e p o t e n t i a l v i s i t o r s will b e c o m e a ware o f t h e v a l u e of the tourism destination.

205 4.3 Sustainable destination design for Silver Tourism Learning objectives Know t h e i n d i c a t o r s s ug g e s t e d b y W T O i n t h e G u i d e b o o k o n I n d i c a t or s o f Sustainable Development for Tourism Destinations Know h o w t o d e v e l o p d e s t i n a t i o n - s p e c i f i c i n d i c a t o r s a c c o r d i n g t o d i f f e r e n t t y p e s o f d e s t i n a t i o n s ( c o a s t a l, u r b a n, e c o t o u r i s m, e t c. ) 204 Know how to maintain t h e p o p u l a r i t y o f a n s u s ta i n a b l e d e s t i n a t i o n Know the five stages of growth of a tourism destination Know what t o d o i f a t o u r i s t d e s t i n a t i o n r e a c h e d t h e f i n a l s t a g e - s t a g n a t i o n - t o a v o i d d e c l i n e a n d t o r e i n v e n t i t self UNDERSTANDING SUSTAINABLE TOURISM DEVELOPMENT. Sustainable t o u r i s m de v e l o p m e n t r e s e a r c h ha s a t t r a c t e d i n c r e a s e d r e c o g n i t i o n within a c a d e m i c l i t e r a t u r e o v e r t h e l a s t d e c a d e. However, i t i s i m p o r t a n t t o h a v e a n a wareness of what is understood by sustainable t o u r i s m d e v e l o p m e n t. T h e t e r m s u s t a i n a b le to u r i s m b e c a m e m u c h m o r e c o m m o n l y u s e d f ro m a b o u t t h e e a r l y s, a l o n g with a n a r r a y o f r e l a t e d t e r m s i n c l u d i n g n a t u r a l t ou r i s m ( Durst & Ingram, 1988 ), r e s p o n s i b l e t o u r i s m ( W h e e l e r, ; W T O, ), g r e e n t o u r i s m ( Bramwell, ), e c o - t o u r i s m ( Boo, ), a n d a l t e r n a t i v e t o u r is m ( Butler, a ; Clarke, ). Nonetheless, what a l l h av e i n c o mm o n i s a c o r e c o n c e r n with s m a l l - s c a l e t o u r i s m a n d t h e a d o p t i o n, a s well a s p r o m o t i o n, o f a c l e a n a n d g r e e n i m a g e ( Butler, 1999a). M a n y r e s e a r c h e r s i n v o l v e d i n t h e s t u d y o f t o u r i s m h a v e s u g g e s t e d s u s t a i n a b i l i t y is c o n c e p t u a l l y i m po r t a n t, h o wever d i f f i c u l t t o im p l e m e n t d u e t o i t s indeterminate d e f i n i t i o n. Some r e s e a r c h e r s ( Archer & Coope r, ; Ham & W e i l e r, ) h a v e a t t e m p t e d t o c o n c e n t r a t e o n t h e r e l a t i o n s h i p b e t ween e c o n o m i c s a n d t h e e n v i r o n m e n t. Alternately, Butler ( b ) d e f i n e d t h e c o n c e p t o f s u s t a inable t o u r i sm dev el opment wi thi n three areas of s us tai nabl e dev el opment ( env i ronmental, s oc i o - c u l t u r a l, e c o n o m i c ) a n d a s s o c i a t e d i t with t h e idea o f c a r r y i n g c a p a c i ty, while Ahn, L e e a n d Shafer ( ) a r g u e d t h a t c a r r y i n g c a p a c i t y i s n o t a n o b j e c t i v e o f s u s t a i n a b i l i t y a n d f a i ls t o t a k e i n t o a c c o u n t r e l at i o n s h i p s b e t ween use and impact.

206 O n t h e o t h e r h a n d, L a n e ( , p ) s u g g e s t e d s u s t a i n a b l e t o u r i s m s h o u l d a i m t o m i n i m i z e e n v i r o n m en t a l a n d c u l t u r a l d a m ag e, o p t i m i z e v is i t o r s a t is f a c t i o n, a nd m a x i m i z e l o n g - t e r m e c on o m i c g r o wth for the re g i o n. T h e m o s t c o m mo n l y us e d, h o wever, a s well a s u l t i m a t e l y m o s t en c o m p a s s i ng d e f i n i t i o n o f t h e c o n c ep t i s t h a t o f t h e W o r l d T r a v e l a n d T o u r i s m Council ( , p. 3 0 ), r e f e r r i n g t o s u s t a i n a b l e t o u r i s m a s : T o u r i s m which m e e t s t h e n e e d s o f t h e p r e sent t o u r i s t s a n d h o s t re g i o n s while p r o t e c t i n g a n d e n h a n c i n g o p p o r t u n i t y f o r t h e f u t u r e. I t i s e n v i s a g e d a s l e a d i n g t o m a n a g e m e n t o f a l l r e s o u r c e s i n s u c h a way t h a t e c o n o m i c, s o c i a l, an d a e s t h e t i c n e e d s c a n b e f u l f i l l e d while m a i n t a i n i n g c u l t u r a l i n t e g r i t y, e s s e n t i a l e c o l o g i c a l p r o c e s s e s, b i o l o g i c al d iv e r s i t y, a n d l i f e s u p p o r t s y s t e m s. 205 T h i s d e f i n i t i o n was s u b s e q u e n t l y a d o p t e d b y t h e W o r l d T o u r i s m O r g a n i z a t i on ( ), v i e wing s u s t a inable t o u r i s m a s t h e c o n s e r v a t i o n o f c o mp o s i t e t o u r i s t d e s t i n a t i o n r e s o u r c e s f o r c o n t i n u o u s f u t u r e u s e, while s t i l l b e n e f iting p r e s e n t s o c i e t i e s. T o t h i s e n d, i t r e m a i n s e v i d e n t t h a t t o u r i s m l i t e r a t u r e b r o a d l y a c k n o wledges e n v i r o n m e n t a l, e c o n o mic a n d s o ci o - c u l t u r a l d im e n s i o n s a s a t r i p l e b o t t o m l i n e ( Allenby & Richards, , p. 3 ), a n d k e y c o n c e r n s o f g o v e r n m e n t s a n d t o u r i s m o r g a n i z a t i o n s a l i k e ( G od d e, Price, & Zimmermann, 2000; Lu & Nepal, ). Striking t h e a p p r o p r i a t e b a l a n c e t o p r o t e c t a n d e n h a n c e r e s o u r c e s while s t i l l m e e t i n g t h e n e e d s o f a l l s t a k e h o l d e r s ( p r e s e n t a n d f u t u r e ) i s a c o m p l e x t a s k. T h e VICE m o d e l a c c o m m o d a t e s t h e s e r e q u i r e m e n t s a n d g i v e s a f r a m e work which d e s t i n a t i o n s p l a n n e r s a n d m a n a g e r s c a n u s e t o e ns u r e t h e ir a c t i o n s a re s u s t a i n a b l e. T h e VICE m o d e l i l l u s t r a t e d i n F i g u r e 5 p r e s e n t s d e s t i n a t i o n m a n a g em e n t a s t h e i n t e r a c t i o n s b e t ween t h e v i s i t o r s, t h e i n d us t r y th a t s e r v e s t h e m, t h e com m u n i t y t h a t h o s t s t h e m a n d t h e e n v i r o n m e n t where t h i s i n t e r a c t i o n t a k e s p l a c e. T h e l a s t o f t h e s e, t h e e n v i r o n m e n t, c a n b e u n d e r s t o o d i n i t s b r o a d e s t s e n s e t o i n c l u d e b u i lt and natural resources on which many tourism products are based. F i g u r e 4 8 : T h e V I C E m o d e l

207 According t o t h i s m o d e l, i t i s t h e r o l e o f d e s t i n a t i o n m a n a g e r s t o work t h r o u g h p a r t n e r s h i p s a n d a j o i n t d e s t i n a t i o n m a n a g e m en t p l a n i n o r d e r t o : W e l c o m e, i n v o l v e a n d satisfy Visitors; Achieve a profitable and prosperous Industry; Engage and benefit host Communities; Protect and enhance the local Environme n t a n d c u l t u r e. T h e m o d e l c a n b e u s e d a s a q u i c k c h e c k o f t h e s u s t a i n a b i l i t y o f a p r o p o s e d p l a n o r a c t i o n. F o u r q u e s t i o n s should be asked: 206 How will this decision affect the visitors? W h a t a r e t h e i m p l i c a t i o n s f o r i n d u s t r y? How does this affect the communit y? W h a t will be the impact on the destination s envi r o n m e n t a n d / o r c u l t u r e? I f p o s i t i v e a n s wers c a n n o t b e g i v e n f o r a l l f o u r q u e s t i o n s, t h e n t h e r i g h t b a l a n c e h a s n o t b e e n f o u n d a n d t h e p r o p o s i t i o n i s u n l i k el y t o b e s u s t a i n a b l e. T h e p r i n c i p l e s o f s u s t ai n a b l e t o u r i s m d e v e l o pm e n t s h o u l d b e b o r n e i n m i n d a nd d e s t i n a t i o n s m a n a g e r s s h o u l d a d o p t t h e VICE m o d e l, c o n s i d e r i n g a l l s t a k e h o l d e r s, t h r o u g h o u t t h e v a r i o u s p r o c e s s e s o f d e s t i n a t i on m a n a g e m e n t.

208 RESPONSIBLE TOURISM PRACTICES: KEYS TO DESTINATION SUSTAINABILITY. T h e p r i n c i p l e s o f r e s po n s i b l e t o u r i s m e n c o u ra g e t o u r i s m o p e r a t o r s t o g r o w t h e i r b u s i n e s s e s whilst p r o v iding s o c i a l a n d e conomi c b e n e f i t s t o l o c a l c o mm u n i t i e s a nd r e s p e c t i n g t h e e n v i r o n me n t. T h e f o l l o wing guidelines could assist in m ax i m i si n g t h e p o s i t i v e i m p a c t s of tourism: Economic guidelines Assess economic impa c t s b e f o r e d e v e l o p i n g to u r i s m ; - M a x i m i s e l o c a l e c on o m i c b e n e f i t s b y i n c re a s i n g l i n k a g e s a n d r e d u c i n g l e a k a g e s ; - Ensure communities ar e i n v o l v e d i n a n d b e n e fi t f r o m t o u r i s m ; - Assist with local marketing and product development; - Promote equitable business and pay fair prices. Social guidelines - I n v o l v e l o c a l c o m m u ni t i e s i n p l a n n i n g a n d d ec i s i o n m a k i n g ; - Assess social impac t s of tourism activities; - Respect soc i a l a n d c ul t u r a l d i v e r s i t y ; - Be sensitive to the host culture. Environmental guidelines - Reduce environmental impacts when developing tourism; - Use natural resources sustainably; - M a i n t a i n b i o d i v e r s i t y.

209 The following process could be followed to develop a responsible tourism plan - Select a portfolio of a p p r o p r i a t e r e s p o n s i b l e t o u r i s m p r a c t i c e s ; - Choose realistic objectives and targets; - Use clear benchmarks to measure and report on your progress; - W o r k with t r a d e a s s o c i a t i o n s, l o c a l p e o p l e a n d g o v e r n m e n t t o a c h i e v e y o u r o b j e c t i v e s ; Use responsible tourism as part of your marketing strategy; - Show your progress t o s t a f f a n d c l i e n t s.

210 TOOLS FOR MANAGING RESOURCES. Concessions and leases Concessions a l l o w c o m m e r c i a l e n t e r p r i s e s t o b u i l d a n d o p e r a t e t o u r i s m f a c i l i t i e s a n d s e r v i c e s within a de s i g n a t e d c o n s e r v a t i o n a r e a o r n a t i o n a l p a r k. Th o s e who a r e e n t i t l e d t o r u n t h e c o n cessions ( c o n c es s i o n a i r es ) a r e r e q u i r e d t o p a y f e e s f o r t h e b e n e f i t o f o b t a i n i n g c o mm e r c i a l o r o t h e r b e n e f i t s f r o m p u b l i c l a n d. T h e s e f e e s m a y b e c h a r g e d a s a p e r c e n t a g e o f t h e g r o s s r e v e n u e ; p e r m i l e / k i l o m e t r e o f l a n d, p e r h e a d o r p e r t r i p c h a r g e ; a f i x e d f e e ; o r a c o m b i n a t i o n o f t h e s e d e p e n d i n g o n t h e a c t i v i t y a n d t h e m a r k e t r a t e s. 209 T h e r i g h t t o o p e r a t e c o u l d a l s o b e p a i d f or b y a n a n n u a l f e e b a s e d o n t h e p e r c e n t a g e o f t u r n o v e r a g r e e d d u r i n g t h e t e n d er p r o c e s s. Concessions m a y r u n f o r a l i m i t e d p e r i o d, a f t e r which operators must re - b i d f o r t h e c o n c e s s i o n. As well a s p a y m e n t f o r t h e c o n c e s s i o n s, c o n c e s s i o n a i r e s m u s t f u l f i l s p e c i f i ed o b l i g a t i o n s r e g a r d i n g t he s t e wardship o f t h e r e s o u r c e t h e y a r e u s i n g. I f t h i s i s n o t o b s e r v e d t h e c o n c e s s i on s m a y b e t e r m i n a t e d. Public-private-partnerships Conservation a r e a s a n d a r e a s which m a y r e q u i r e s p e c i f i c m a n a g e m e n t o f c u l t u r a l o r e n v i r o n m e n t a l r e s o u r c e s, d o n o t a l ways f i t within l e g i s l a t i v e b o u n d a r i e s. T a k e, f o r e x a m p l e, t h e Europ e a n Alps. T h e Alps a r e p e r c e i v e d a s a t o u r i s t d e s t i n a t i o n i n t h e i r o wn right, yet they s t r a d d l e t h e b o u n d a r i e s o f s i x c o u n t r i e s. Partnerships will b e p a rt i c u l a r l y i n s t r u m e n t a l i n t h e m a n a g e m e n t o f s u ch r e s o u r c e s. T h o s e who l e a d t h e p a r t n e r s h i p s ( g o v e r n m e n t s, t o u r i s t b o a r d s o r t r a d e a s s o c i a t i o n s ) c a n t a k e a n u m b e r o f s t e p s t o e n s u r e t h e i r s u c c e s s as o u t l i n e d in Agenda 21 for the Tra v e l a n d T o u r i s m I n d u s t r y. Local Agenda 21 tourism groups L o c a l Agenda 2 1 ( L A2 1 ) i s a n i n t e r n a t i o n a l p l a n n i n g p r o c e s s. A l o c a l c o m m u n i ty d e f i n e s, t h r o u g h c o n s ul t a t i o n, a s u s t a i n a b l e de v e l o p m e n t s t r a t e g y a nd a n a c t i o n p r o g r a m m e t o b e i m p l e m e n t e d. T h i s i s u s u a l l y i n i t i a t e d b y t he p r o v i n c i a l g o v e r n m e n t, which provides leadership for the process. L A21 i n i t i a t i v e s c a n a l so b e d e v e l o p e d f o r t h e c o n t e x t o f t o u r i s m. T h e DMO i s well p l a c e d t o work with l o c a l g o v e r n m e n t t o r e p r e s e n t t h e v i e ws o f i t s m em b e r s f o r t h e o n g o i n g d e v e l o p m e n t, m a r k e t i n g a n d m a n a g em e n t o f t o u r i s m i n d e s t inations. At t h e s a m e t i m e, t h e y a r e a p p r o p r i a t e l y p o s i t i o n e d t o e n s u r e t h e i r c o m m e r c i a l m e m b e r s u n d e r s t a n d th e s u s t a i n a b l e, en v i r on m e n t a l a n d c om m u n i ty c o n c e r n s o f t o u r i s m d e v e l o p m e n t.

211 Certification T o u r i s m c e r t i f i c a t i o n p r o g r a m m e s c o v e r a wide r a n g e o f i n i t i a t i v e s a n d p r o v i d e a l o g o t o t h o s e o r g a n i s a t i o n s t h a t e x c e e d a b a s e l i n e s t a n d a r d which s h o u l d b e a s s e s s e d a nd r e v i e wed a t r e g u l a r i n t e r v a ls. T h e r e i s a p r o l i f e r a ti o n o f s u c h c e r t i f i c a t i o n p r o g r a m m es. F o r e x a m p l e : T h e Blue F l a g p r o g r a m m e a p r o g r a m m e whi c h a s s e s s e s e n vi r o n m e n t a l standards of beaches. G r e e n G l o b e a p r o g r a m m e a i m e d a t b u s i n e s s es t o i m p r o v e t h e i r e n v i r o n m e n t a l p e r f o r m a n c e. 210 AAA T o u r i s m G r e e n STAR a s s e s s m e n t i s a g r e e n e n d o r s e m e n t fo r p r o p e r t i e s which i n d i c at e s t h a t c e r t a i n c r i t e r i a o f e n v i r o n m e n t a l g o od p r a c t i c e s t a n d a r d s h a v e b e e n m e t. See: ww w.aaatourism. c o m / p d f / G r e e n % 2 0 Stars%20Guidelines.pdf. G r e e n T o u r i s m Business Scheme ww w.green - b u s i n e s s. c o. u k, t h e l a r g e s t a n d m o s t s uc c e s s f u l e nv i r o n m e n t a l a c c r e d i t a t i on b o d y o f t o u r i sm r e l a t ed b u s i n e s s e s i n Europe. Certification m a y e n c o ur a g e b u s i n e s s e s t o r a i se t h e i r s t a n d a r d s o f e nv i r o n m e n t a l p e r f o r m a n c e. I t a l s o a l l o ws c e r t i f ied b u s i n e s s es o r de s t i n a t i o n s t o d em o ns t r a t e t h e i r e n v i r o n m e n t a l c r e d e n t i al s t o c o n s u m e r s.

212 INDICATORS OF SUSTAINABLE DEVELOPMENT FOR TOURISM. I n d i c a t o r s a r e m e as u r e s o f t h e ex i s t e n c e o r severity o f c u r r e n t i s s u es, s i g n a l s of u p c o m i n g s i t u a t i o n s o r p r o b l e m s, m e a s u r e s o f r i s k a n d p o t e n t i a l n e e d f o r a c t i o n, a n d m e a n s t o i d e n t i f y a n d m e a s u r e t h e r e s u l t s o f o u r a c t i o n s. I nd i c a t o r s a r e i n f o r m a t i o n s e t s which a r e f o r m a l l y s e l e c t e d t o b e u s e d o n a r e g u l a r b a s i s t o m e a s u r e c h a n g e s t h a t ar e o f i m p o r t a n c e f o r t o u r i s m d e v e l o p m e n t a n d m a n a g e m e n t. T h e y c a n m e a s u r e : a ) c h a n g e s i n t o u r i s m s o wn s t r u c t u r e s a n d i n t e r n a l f a c t o r s, b ) c h a n g e s i n e x t e r n a l f a c t o r s which a f f e c t t o u r i s m a n d c ) t h e i m p a c t s c a u s e d b y t o u r i s m. Both q u a n t i t a t iv e a n d q u a l i t a t i v e i n f o rm a t i o n c a n b e us e d f o r s u s t a i n a b i l i t y i n d i c a t o r s. An i n d i c a t o r i s n o r m a l l y c h o s e n f r om a r a n g e o f p o s s i b l e d a t a s e t s o r i n f o r m a t i o n s o u r c e s b e cause i t i s m e a n i n g f u l with r e g a r d t o t h e k e y i s s u e s t o which t o u r i s m m a n a g e r s m u st r e s p o n d. Use o f t h a t i n d i c a t o r c a n l e a d t o a c t i o n s to a n t i c i p a t e a n d p r e v e n t u n d e s i r a b l e ( o r u n s u s t a i na b l e ) s i t u a t i o n s a t d e s t inations. 211 I n t h e c o n t e x t o f s u s t ai n a b l e d e v e l o p m en t f o r t o u r i s m, i n d ic a t o r s a re t i m e s e r i es i n f o r m a t i o n which i s s t r a t e g i c t o t h e s u s t a i n a b i l i t y o f a d e s t i n a t i o n, i t s a s s e t s, a n d ult i m a t e l y, t h e f o r t u n e s o f t h e t o u r i s m s e c t o r. I n a n y d e s t i n a t i o n, t h e b e s t i n d i c a t o r s a r e t h ose which r e s p o n d t o t h e k e y r i s k s a n d c o n c e r n s r e g a r d i n g s u s t a i n a b i l i t y o f t o u r i s m, a n d a l s o p r o v i d e i n f o r m a t i o n which c a n h e l p c l a r i f y i s s u es a n d m e a s u r e r e s p o n s e s. I n d i c a t o r s will n o r m a l ly r e s p o n d t o i s s u e s c o n c e r n i n g t h e n a t u r a l r e s o u r c e s a n d e n v i r o n m e n t o f a d e s t i n a t i o n, c o n c e r n s r e l a t i n g t o e c o n o m i c sustainability, i s s u es r e l a t i n g t o c u l t u r a l a s s e t s a n d s o c i al v a l u e s, a n d m o r e b r o a dl y t o o r g a n i z a t i o n a n d m a n a g e m e n t i s s ue s, b ot h within t h e t o u r i s m s e c t o r a n d t h e b r o a d e r d e s t i n a t i o n. O v e r t h e p a s t d ec a d e, a g r e a t d e a l o f work h as o c c u r r e d o n t h e c l a r i fi c a t i o n o f t h e k e y i s s u e s i n s u s t a i n ab i l i t y f o r t o u r i s m a n d t h e m e a n s b y which i n d i c a t o r s c a n s u p p o r t b e t t e r d e c i s i o n s and actions. T h e d e v e l o p m e n t a n d u s e o f i n d i c a t o r s i s i n c r ea s i n g l y v i e wed as a fund a m e n t a l p a r t o f o v e r a l l d e s t i n a t i o n p lanning a n d m a n a g e m e nt, a n d a n i n t e g r a l e l e m e n t i n e f f o r t s t o p r o m o t e s u s t a i n a b l e d e v e l o p m e n t f o r t h e t o u r i s m s e c t o r a t a l l s c a l e s. T h e s t i m u l u s f o r t h e t o u r i s m s e c t o r c o m e s f r o m t h e p e r c e p t i o n t h a t m a n y d e s t i n a t i o n s h a v e b e e n a t r i s k d u e t o i n s u f f i c i e n t a t t e n t i o n t o t h e i m p a c t s o f t o u r i s m a n d t o t h e l o n g - t e r m s u s t a i n a b i l i t y o f d e s t i n a t i o n s. I n c i d e n c e s o f c o n t a m i n a t e d b e a c h e s a n d d a m a g e d c u l t u r a l a n d e c o l o g i c a l a s s e t s, h o s t i l e r e a c t i o n s t o t o u ri s t s a n d t o t o u r i s m d e v el o p m e n t, a n d r e s u l t a n t p r o b l e m s f o r the tourism sector have occurred in many regions. Studies d o n e b y t h e WT O a n d m a n y o t h e rs h av e s u p p o r t e d t h e c o nc lusion t h a t t h e p l a n n i n g a n d m a n a ge me n t o f t o u r i s m in m a ny d e s t i n a t i o n s h a v e oc c u r r e d with i n s u f f i c i e n t i n f o r m a t i o n, p a r t i c u l a r l y with r e g a r d t o t h e i m p a c t s o f t o u r i s m o n d e s t i n a t i o n s, t h e i m p a c t s o f c h a n g e s i n t h e s o c i a l a n d n a t u r a l e n v i r o n m e n t o n

213 t o u r i s m a n d t h e l o n ge r t e r m m a i n t e n a n c e o f t h e k e y a s s e ts which m a k e a d e s t i n a t i o n a t t r a c t i v e. W i t h i n t h i s c o n t e x t, indicators a r e a n e a r ly warning s y s t e m f o r d e s t i n a t i o n m a n a g e r s o f p o t e n t i a l ri s k s a n d a s i g n a l f o r po s s i b l e a c t i o n. T h e y s er v e a s a k ey t o o l, p r o v i d i n g s p e c i fi c m e a s u r e s o f c h a n g es i n f a c t o r s m o s t i m p or t a n t t o t h e s u s t a i n a b i l i t y o f t o u r i s m i n a d e s t i n a t i o n. T o u r i s m s e c t o r d e c i si on - m a k e r s n e e d t o k n o w t h e l i n k s b e t ween t o u r i s m a n d t h e n a t u r a l a n d c u l t u r a l e n vi r o n m e n t s, i n c l u d i n g t h e e f f e c t s o f e n v i r o n m e n ta l f a c t o r s on tour i s m ( p o s s i b l y ex p r es s e d a s r i s ks t o t o u r i sm ) a n d t h e i m p a c t s o f to u r i s m o n t h e e n v i r o n m e n t ( which may also be expressed as ris k s t o t h e p r o d u c t ). 212 Responsibility r e q u i r e s k n o wledge. Using e x i s t i n g a n d n e wly g a t h e r e d d a t a, c h a n g e s i n e n v i r o n m e nt a l, s o c i a l a n d e c o n o m ic c o n d i t i o n s c a n b e d et e c t e d. T h is i n f o r m a t i o n, i n t u r n, e n a b l e s t h e s t a t u s o f i s s u e s r e l e v a n t t o a d e s t i n a t i o n 's s u s t a i n a b i l i t y t o b e g a ug e d o n a n o n g o i n g b a s is. Decision m a k i n g i n t o u ri s m p l a n n i n g a n d m an ag e m e n t c a n, t h e r e f o r e, b e i m p r o v e d. The o b j e c t i v e i s t o r e d uc e f u t u r e r i s k s t o t h e t o u r i s m i n d u s t r y a n d t o d es t i n a t i o n s. Some of the benefits from good indicators includ e : 1. b e t t e r d e c i s i o n - m a k i n g - l o wering risks or costs; 2. i d e n t i f i c a t i o n o f e m e r g i ng i s s u e s - a l l o wing prevention; 3. i d e n t i f i c a t i o n o f i m p a c t s - a l l o wing corrective action when needed; 4. p e r f o r m a n c e m e a s u r em e n t o f t h e im p l e me n t a t i o n o f p l a n s an d m a n a g e m e n t a c t i v i t i e s e v a l u a t i n g p r o g r e s s i n t h e s u s t a i n a b l e d e v e l o p m e n t o f t o u r i s m ; 5. r e d u c e d r i s k o f p l a n n i n g m i s t a k e s - i d e n t i f y i n g l im i t s a n d o p p o r t u n i t i e s ; 6. g r e a t e r a c c o u n t a b i l i t y - c r e d i b l e i n f o r m a t i o n f o r t h e p u b l i c a n d o t h e r s t a k e h o l d e r s o f t o u r i sm f o s t e r s a c c o u n t a b i l ity f o r i t s wise u s e in d e c i s i o n - m a k i n g ; 7. c o n s t a n t m o n i t o r i n g can l e a d t o c o n t i n u o u s i m p r o v e m e n t - b u i l d ing s o l u t i o n s i n t o m a n a g e me n t. Types of Indicators There are di fferent ty pes of i ndi c ators, each wi th di fferent uti l i ty to dec i s i on - m a k e r s. W h i l e t h e m o s t d i r e c t l y u s e f u l m ay b e t h o s e t h a t h e l p t o p r e d ic t p r o b l e m s, s e v e r a l o t h e r g e n r e s e x is t : e a r l y warning i n d i c a t o r s ( e. g., d e c l i n e i n n u m b er s o f t o u r i s t s who i n t e nd t o r e t u r n ) ; i n d i c a t o r s o f s t r e s s e s o n t h e s y s t e m ( e. g., w a t e r s h o r t a g e s, o r c r i m e i n d i c e s ) ;

214 m e a s u r e s o f t h e c u r r e nt s t a t e o f i n d us t r y ( e. g., o c c u p a n c y r a t e, t o u r is t s a t i s f a c t i o n ) ; m e a s u r e s o f t h e i m p a c t o f t o u r i s m d e v e l o p m e n t o n t h e b i o p h y s i c a l a n d s o c i o - e c o n o m i c e n v i r o nm e n t s ( e. g. i n d i c e s o f th e l e v e l o f d e f o r e s t a t i on, c h a n g e s o f c o n s u m pt i o n p a t t e r n s a n d i n c o m e l e v e l s i n l o cal c o m m u n i t i e s ) ; m e a s u r e s o f m a n a g e m e n t e f f o r t ( e. g., c l e a n u p c o s t f o r c o a s t a l c o n t a m i n a t i o n ) ; m e a s u r e s o f m a n a g e m e n t e f f e c t, r e s u l t s o r p e r f o r m a n c e ( e. g., c h a n g e d p o l l u t i o n l e v e l s, g r e a t e r n u m b e r o f r e t u r n i n g t o u r i s t s ). 213 W h i l e a l l c a t e g o r i e s o f i n d i c a t o r s c a n b e v a l u a b l e i n s u p p o r t i n g s u s t a i n a b le t o u r i s m, t h e e a r l y warning i n d i c a t o r s a r e f r e q u e n t l y m o s t us e f u l t o t o u r i sm m a n a g e r s a n d m a y p r o v i d e t h e a b i l i t y t o a n t i c i p a t e s e r i o u s n e g a t i v e e f f e c t s o n t h e d e s t i n a t i o n, o r o n t h e o v e r a l l t o u r i s t e x p e r i e n c e. I d e a l l y, i n d i c a t o rs c a n e n a b l e a c t i o n s t o b e t a k e n well before serious threats to sustainability o cc u r. I t s h o u l d a l s o b e n o t ed t h a t t h e s a m e i n d i cator c a n f r e q u e n t l y s e r v e d i f f e r e n t p u r p o s e s a n d i t s u s e can c h a n g e o v e r t i m e. (E.g. a n i n d i c a t o r o f s t r e s s e s o n t h e s y s t e m will serve l a t e r o n t o m e a s u r e t h e e f f e c t s a n d r e s u l t s o f m a n a g e m e n t e f f o r t s t a k e n i n r e s p o n s e t o th e p r o b l e m s i d e n t i f i e d, b e c o m i n g i n e f f e c t, a p e r f o r m a n c e m e a s u r e f o r t h e r e s p o n s e ). Conclusions I n d i c a t o r s a r e a s t r a t e g i c t o o l f o r t h e s u s t a i n a b l e d e v e l o p m e n t o f t o u r i s m d e s t i n a t i o n s a n d will h el p d e s t i n a t i o n m a n a g e rs, c o m m u n i t i e s a n d a l l s t a k e h o l d e r s t o work together for the f u t u r e o f t h e i r d e s t i n a t i o n. Students are reminded in this concluding secti on o f s e v e r a l k e y m e s s a ge s : I n d i c a t o r s a r e t o o l s, p r o v i d i n g a c c u r a t e i n f o r m a t i o n f o r d e c i s i o n - m a k i n g, l e a d i n g t o i m p l e m e n t a t i o n o f s o l u t i o n s, d e v e l o p m e n t o f p a r t n e r s h i p s, b e t t e r p l a n n i n g a n d m a n a g e m e n t. T h e y a r e n o t a n e n d i n t h e m s e l v e s, b u t r a t h e r s i g n a l s o f i m p o r t a n t t r e n d s a n d c h a n g e s, a c a t a l y s t f o r d i s c u s si o n o n f u t u r e p l a n s, r i s k s t o t h e d e s t i n a t i o n, a n d i m p a c t s o n what i s i m p o r t a n t t o a l l. T h e y c a n a l s o s e r v e a s p e r f o r m a n c e me a s u r e s f o r p r o g r e s s t o wards sustainability. I n d i c a t o r s a r e n o t a on e - t i m e p r o c e d u r e. T he y a r e m o s t u s e f u l when m e a s u r e d r e p e a t e d l y a n d c o n s i s t e n t l y t h r o u g h l o n g t e r m m o n i t o r i n g p r o g r a m s. O n l y when i n f o r m a t i o n i s a v a i l a b l e o v e r t i m e, o n a r e g u l a r b a s i s, c a n t h e m o s t e f fe c t i v e u s e o f i n d i c a t o r s o c c u r, p r o v i d i n g c o n t ex t f o r t h e u n d e r s t a n d i n g o f c h a n g e s a n d t h e i r i m p o r t a n c e t o p o l i c y p r i o r i t i e s.

215 I n d i c a t o r s m u s t b e i n t e g r a t e d i n t o d e c i s i o n - m a k i n g p r o c e s ses. Sustainable t o u r i s m d e v e l o p m e n t r e q u i r e s g o o d i n f o r m a t i o n, a n d i n t e g r a t e d a p p r o a c h e s t o m a n a g e m e n t, s u p p o r t e d b y t h e r i g h t i n d i c a t o r s. T h e o b j e c t i v e o f i n d i c a t o r s d e v e l o p m e n t i s n o t s o l e l y t h e m e a s u r e m e n t o f f a c t o r s, p r o d u c t i o n o f t a b l e s, o r p u b l i c a t i o n o f r e p o r t s, but b e t t e r d e c i s i o n - m a k i n g f o r t h e s u s t a i n a b l e d e v e l o p m e n t o f t h e d e s t i n a t i o n. I n d i c a t o r s, t h e r e f o r e, s h o u l d b e a n i n t e g r a l p a r t o f p l a n n i n g, m a n a g e m e n t a n d m o n i to r i n g p r o c e s s e s. I n d i c a t o r s m u s t b e shared. I n f o r m a t i o n g e n e r a t e d b y g o v e r n m en t a u t h o r i t i e s with d i f f e r e n t m a n d a t e s a n d a t d i ff e r e n t l e v e l s, b y d i f f e r en t p r i v a t e a n d c i v il s e c t o r o r g a n i z a t i o n s o r t h r o ug h r e s e a r c h, c a n b e a ll i m p o r t a n t f o r s u s t a i n a b le t o u r i s m i n d ic a t o r s a nd f o r t h e d e c is i o n s whic h i n d i c a t o r s s u p p o r t. I n d ic a t o r s a t l o c a l l e v e ls can b e b u i l d i n g b l o c ks fo r i n d i c a t o r s a p p l i c a t i o n s a t r e g i o n a l a n d n a t i o n a l l e v e l s. M a k i n g i n d i c a t or s a c c e s s i b l e i s t h e o nl y r o u t e t o i n f o r m e d d e c i s i o n m a k i n g a nd i n v o l v e m e n t o f a l l s t a k eh o l d e r s i n t h e d e c i s i o n p r o c e s s. 214 I n d i c a t o r s e m p o wer d e s t i n a t i o n s, p r o v i d i n g t h e i n f o r m a t i o n n e e d e d t o n e g o t i a t e f u t u r e i n v e s t m e n t s, d e v e l o p m e n t s t a n d a r d s, j o i n t v e n t u r e s, a n d t h e s h a r i n g o f b e n ef i t s. T h e y a l s o s u p p o r t a p p r o a c h e s t o c o ns e n sus o n what is i m p o r t a n t t o s u s t a i n a n d h o w to a c h i e v e i t - s u c h a s t h e l i m i t s t o a c c e p t a b l e c h a nge.

216 THE TOURIST AREA LIFE CYCLE (TALC). M u c h o f t h e t o u r i s m e x p e r i e n c e o c c u r s i n p h y s i c a l s e t t i n g s a s a r e s u l t o f t h e i n t e r a c t i o n b e t ween d e m a n d a n d s u p p l y f a c t o r s which c h a n g e o v e r t im e. I n d i v i d u als t r a v e l t o d e s t i n a t i o n s t o v i s i t a t t r a c t i o n s, t o p a rt i c i p a t e i n l e i s u r e a c ti v ities, a n d t o f o r m v a c a t i o n e x p e r i e n c e s r e s u l t i n g f r o m t h e i r i n t e r a c t i o n s with t h e p l a c e s t h e y v i s i t. W h i l e t h e e n j o y m e n t d er i v e d f r o m t h e t o u r i s t ex p e r i e n c e m a y v a r y d e pe n d i n g u p o n t h e a m o u n t a n d q u a l i ty o f t i m e s p e n t a t a d es t i n a t i o n, t h e q u a l i t y o f t h e s e r v i c e e n c o u n t e r, a n d p e r s o n al a n d s i t u a t i o n al f a c t o r s, t h e g e n e r a l o b j ec t i v e o f t h e t r a v el i s t o i m p r o v e t h e q u a li t y - of- l i f e o f t h e t o u r i s t. Similarly d e s t i n a t i o n s, where t h e v a c a t i o n e x p e r i e n c e i s s o u g h t, u n d e r g o d i f f e r e n t c y c l e s o f d e v e l o p m e n t o v e r t i m e, a f f e c t i n g t h e n a t u r e o f t h e i r a p p e a l. 215 T h e e n t r y o f t o u r i s t s into a d e s t i n a t i o n c h a ng e s i t s c h a r a c t e r f o r e ver. Places as d e s t i n a t i o n s e x p e r i e n c e d i f f e r e n t p h a s e s o r c y c l e s o f d e v e l o p m e n t, an d e x a m i n i ng e a c h c y c l e o f d ev e l o pm e n t a n d t h e s p e e d of d e v e l o p m e n t r e v e a l s c l u e s a b o u t m a n a g e r i a l a c t i o n s f o r de s t i n a t i o n p l a n n e r s a n d m a r k e t i n g o r g a n i z a t i o n s. T h e c o n s e q u e n c e s o f e a c h c y c l e a f f e c t t h e q u a l i t y - of- l i f e i n t h e d e s t i n a t i o n i n t e r m s o f b o t h t a n g i b l e a n d i n t a n g i b l e b e n e f i t s t h a t r e s u l t f r o m t o u r i s m a c t i v i t i e s. Structural c h a n g e s t o t h e d e s t i n a t i o n a r e a o v e r t i m e i n v o k e b e h a v i o r a l r e s p o n s e s f r o m b o t h t o u r i s t s a n d r e s i d e n t s. T h e c o n c e p t o f t o u r i s m a r e a l i f e c y c l e ( T AL C) i m p l i e s t h a t p l a c e s a s d e s t i n a t i o n s, l i k e p r o d u c t s, f o l l o w a r e l a t i v e l y c o n s i s t e n t p r o c e s s o f d e v e l o p m e n t a n d a rec ogni z abl e c y c l e of ev ol uti on ( Butl er 1980, ; Crompton et al ; Mey er - Arendt ). T h e c o n c e p t i n i t s a b s t r a c t f o r m e m b o d i e s t h e a s sumption t h a t s o o n e r o r l a t e r a t h r e s h o l d i s r e a c h e d a f t e r which a t o u r i s t d e s t i n a t i o n i s p e r c e i v e d t o d e c l i n e i n d e s i r a b i l i t y. T h e c o n c e p t o f a t o u r i s m a r e a l i f e c y c l e s ug g e s t s t h a t a s a d e s t i n a t i o n a r e a e v o l v e s, c h a n g es o c cur i n t h e p h y s i c a l en v i r o n m e n t a n d t h e s o c i o - c u l t u r a l e n v i r o n m e n t t h a t r e s u l t i n c h a n g e s i n t h e a t t i t u d e s o f t h e h o s t c o m m u n i t y. T ALC was developed based on the concept of the product life cycle (PLC). A g e n e r a l r e v i e w o f t h e e x t a n t l i t e r a t u r e r e v e a l s t h a t t h e t o u r i s m d e s t i n a t i o n l i fe c y c l e c o n c e p t h a s b e e n s t u d i e d with v a r y i n g a p p r o a c h e s. However, t h e r e i s a g r e a t d e a l o f s i m i l a r i t y i n t h e o u t c o m e s, a n d a g e n e r a l t h e m e e m e r g e s. Among v a r i o u s a p p r o a ches, Butler s ( , ) m o d e l h a s a t t r a cted t h e m o s t a t t e n t i o n a n d d i s c u s s i on ( T o o m a n ), a n d m o s t o f t h e r e p o r t e d s t u d i e s h a v e s u p p o r t e d t h e b e l i e f t h a t Butler s model p r o v i d e s a u s e f u l f r a m e work f o r d e s c r i p t i o n a n d i n t e r p r e t a t i o n ( Richardson ; J o h n s on a n d Snepenger ; O p p e r m a nn ; F o r m i c a a n d Uys a l ; Hovinen ; Boyd ; Z h o n g e t a l., ; W h i t f e i l d ; Singal a n d Uysal ). T hu s, t h e f o l l o wing s e c t i on p r o v i d e s a b r i e f d i s c u s s i o n o n Butler s TALC model with its relevant stages.

217 Exploration T h e e x p l o r a t i o n s t a g e b e g i n s when a s m a l l n um b e r o f v i s i t o r s who a r e a d v e n t u r o u s a n d a t t r a c t e d b y t h e d e s t i n a t i o n s u n i q u e o r c o n s i d e r a b l y d i f f e r e n t n a t u r a l a n d c u l t u r a l f e a t u r e s a r r i v e. I n t h i s p h a s e o f d e v e l o p m e n t, t h e r e i s l o w a c c e s s t o t h e d e s t i n a t i o n a n d r u d ime n t a r y f a c i l i t i e s f o r t he v i s i t o r s. T h e r e f o r e, v i s i t o r s u s e whatever l o c a l f a c i li t i es a s ma y b e a v a i l a b l e a n d a r e l i k e ly t o h av e h i g h c o n t a c t with local residents. At t h i s s t a g e, p h y s i c al a n d s o c i a l c ha r a c t e r i stics o f t h e p l a c e a r e un c h a n g e d b y t o u r i s m, a n d t h e a r r i val a n d d e p a r t u r e o f to u r i s t s would b e o f re l a t i v e l y l i t t le s i g n i f i c a n c e t o t h e ec o no m i c a n d s o ci a l well - b ei n g o f t h e p e r m a n e n t r es i d e n t s. T h e a s s u m e d b e n e f i t s o f t ou r i s m m a y a cc r u e t o a s m a l l n u m b e r o f p r o v i de r s, a n d t h e t o t a l e c o n o m i c b e n e f i t s f r o m t r a v e l a n d t o u r i s m - g e n e r a t e d s a l e s a n d t a x e s m a y be i n s i g n i f i c a n t, which m ay i n t u r n l i m i t t h e a m ou n t o f p u b l i c s p e n d i n g t h a t c o u l d b e a l l o c a t e d f o r f u r t h e r en h a n c e m e n t o f t h e t ou r i s t d e s t i n a t i o n. Never t h e l e s s, t h e t o u r i s t p l a c e p r o v i d es a v a l u a b l e e x p e r i e nc e t o i t s v i s i t o r s, f u l f i l l i n g t h ei r n e e d s a nd e x p e c t a t i o n s. 216 Involvement As t h e n u m b e r o f t o u r is t s i n c r e a s e s, m o r e o f t h e l o c a l r e s i d e n t s g et i n v o l v e d to p r o v i d e f a c i l i t i es f o r th e t o u r i s t s, t h u s r es ul t i n g i n a d d i t i o n al i n come f o r t h e p r o v i d e r s. W h i l e t h e r e i s s t i l l l i m i t e d i n t e ra c t i o n b e t ween t o u r i s ts a n d l o c a l r e s i d e n t s, t h e d e v e l o p i n g t o u r i s m i n d u s t r y l e a d s t o t h e p r o v i s i o n o f b a s i c s e r v i c e s, which a l s o b e n e f i t s t h e l o c a l r e s i d e n t s. At t h is s t a g e, s o m e a dv e r t i s ing t o a t t r a c t t o u r i s t s c a n b e a n t i c i p a t e d, t h e r e b y i n d u c i n g a d e f i n a b l e p a t t e r n o f s e a s o n a l v a r i a t i o n. T h e b a s i c i n i t i al m a r ket a r ea f o r v i s i t o r s c an n o w b e d e f i n e d. Som e l e v e l o f o r g a n i z a t i o n i n t o u r i s t t r a v e l a r r a n g e m e n t s c a n b e e x p e c t e d, a n d t h e f i r s t p r e s s u r e s a r e p u t u p o n g o v e r n m en t s a n d p u b l i c a g e n c i e s t o p r o v i d e o r i m p r ov e tr a n s p o r t a n d o t h e r f a c i l i t i e s f o r v i s i t or s a n d l o c a l s a l i k e. Development T h i s s t a g e i s c h a r a c t e r i z e d a s o n e where l a r g e n u m b e r s o f v i s i t o r s a r r i v e. T h e n u m b e r o f t o u r i s t s will p r o b a b l y e q u a l t o o r e x c e e d t h e p e r m a n e n t l o c a l p o p u l a t i o n. L o c a l i n v o l v em e n t a n d c o n t r o l o f d e v e l o p m en t b e g i n s t o d e c l i ne r a p i d l y whil e e x t e r n a l c o m p a n i e s p r ov i d e u p - to- date facilities. T h i s m a y b e t h e m os t im p o r t a n t p h a s e o f d e v el o p m e n t i n i m p r o v i n g t he q u a l i t y - ofl i f e f o r r e s i d e n t s an d t h e e c o n o m i c well - b e i n g o f e m p l o y e es a n d p r o v i d e r s of t o u r i s m g o o d s a n d s e r v ic e s.

218 Natural a n d c u l t u r a l a t t r a c t i o n s will b e d e v e l o p e d, m a i n t a i n e d, a n d m a r k e t e d while s o m e o f t h e o r i g i n a l n a t u r a l a t t r a c t i o n s will be supplemented by man - ma d e i m p o r t e d f a c i l i t i e s. Such e n h a n cement p r o j e c t s a r e a l so a v a i l a b l e f o r t h e l o c al r e s i d e n t s to e n j o y a n d e n h a n c e t h e i r l i f e. O n t h e o t h e r h a n d, c h a n g e s i n t h e p h y s i c al a p p e a r a n c e o f t h e a r e a will b e n o t i c e a b l e, a n d n o t a l l o f t h e c h an g e s will b e welcomed b y t h e l o c a l p o p u l a t i o n. L o c a l r e s i de n t s m a y s t a r t d e v e loping a n e g a t i v e a t t i t u d e b e c a u s e t h e p r e s e n c e o f a l a r g e n u m b e r o f v i s i t o r s m a y i m pi n g e o n t h e q u a l i t y o f t h e i r l i f e ( Doxey 1976 ). Moreover, th e d e s t i n a t i o n m a y a l s o s u f f e r f r o m a c h a n g e i n q u a l i t y o f s e r v i c e s p r o v i d e d t h r o u g h p r o b l e m s o f o v e r - u s e d f a c i l i t i e s, c r o wding, and increased pressure on existing services. 217 Consolidation During t h e c o n s o l i d a t ion s t a g e, t o u r i s m h a s b e c o m e a m a j o r p a r t o f t h e l o c a l e c o n o m y. However, t h e r a t e o f i n c r e a s e o f v i s itors h a s d e c l i n e d a l t h ou g h t h e t o t a l n u m b e r s c o n t i n u e t o increase, s u c h t h a t t he t o t a l v i s i t o r n u m b e rs e x c e e d t he n u m b e r o f p e r m a n e n t r e s i d e n t s. Deterioration o f t h e q u a l i t y - of- l i f e a n d t h e n e g a t i v e i m p a c t s o f t o u r i s m a c t i vi t i e s m a y b e f e l t b y t h e r e s i d e n t s. L o c a l r e s i d e n t s m a y h av e s t r o n g e r n e g a t i v e a t t i t u d e s t h a n a t o t h e r s t a g e s, r a n g i ng f r o m a l m o s t a n n oy a n c e a n d r e s e n t m e n t t o an t a g o n i s m ( Doxey ; Dogan ). T h e p e r c e i v e d i m p a c t s o f t o u r i s m m a y n o t b e f a v o r a b l e. I n s o m e i n s t a n c e s, m a r k e t i n g a n d a d v e r t i s i n g e f f o r t s will b e widened i n o r d e r t o a t t r a c t m o r e d i s t a n t v i s i t o r s. T h e l a r g e n u m b e r o f v i s i t o r s a n d t h e f a c i l i t i e s p r o v i d e d f o r t h e m c a n b e e x p e c t e d t o a r o u s e s o m e o p p o s i t i o n a n d d i sc o n t e n t a m o n g p e r m a n e n t r e s i d e n t s p a r t i c u l a r l y t h o s e n o t i nv o l v e d i n t h e t o u r i s t i n du s t r y Stagnation At t h i s s t a g e, t h e p e ak n u m b e r o f v is i t o r s will h a v e b e e n r e a c h ed, an d m o s t a r e r e p e a t v i s i t o r s. Capacity l e v e l s f o r ma n y a t t r a c t i o n s a n d f ac i l i t i e s will h av e b e e n r e a c h e d o r e x c e e d e d, r e s u l t i n g in e n v i r o n m e n t a l, s o c i al, an d e c o n o m i c p r o b l em s (Butler , ). T h e a r e a will h a v e a well e s t a b l i s h ed i m a g e, b u t i t will n o l o n g e r b e i n f a s h i o n. Natural a n d g e n u i n e c u l t u r a l a t tr a c t i o n s will p r o b a b l y h a v e b e e n s u p e r s e d e d b y i m p o r t e d a r t i f i c i a l f a c i l i t i e s. T he s e n e g a t i v e c h a n g es will a f f e c t t he q u a l i t y o f s e r v i c es a n d e x p e r i e n c e s p r o v i d e d t o t h e v i s i t o r s a n d d i mi n is h t h e v a l u e o f t o u r i s m o n t h e p ar t o f p r o v i d e r s a n d ot h e r s t a k e h o l d e r s i n v ol v e d i n t h e p r o d u c t i o n a n d m a n a g e m e n t o f t o u r i s m a c t i v i t i es. Decline In this fi nal stage, the d estination will n ot be ab le to compet e wi th ne we r attr actions and will face a decli ni ng market. Th e place will no longe r app eal t o vacatione rs.

219 Prope rty t urnover will b e high, and touris t facili ties and accommodation begin to be converted to non -tou rist-related s tructu res ( Butler 1980 ). Several tourists facilities disappear as the area becomes less attractiv e t o t o u r i s t s, a n d t h e v i a b i l i t y o f t h e r e m a i n i n g t o u r i s t f a c i l i t i e s b e c o m e s q u e s t i o n a b l e. Ultimately, t h e a r e a m a y b e c o m e a v e r i t a b l e t o u r i s t s l u m o r l o s e i t s t o u r i s t f u n c t i o n c o m p l e t e l y. T h e q u a l i t y - of- l i f e i n t h e d e s t i n a t i o n c o m m u n i t y s u f f e r s c o n s i d e r a b l y i n t h e d e c li n e s t a g e. Rejuvenation 218 T h e r e j u v e n a t i o n s t a g e c o r r e s p o n d s t o t h e r e n o v a t i o n p h a s e o r t h e r e i n t r o d u c t i o n o f t h e p r o d u c t with n e w f e a t u r e s p h a s e i n t h e p r o d u c t l i f e c y c l e. T h i s s t a g e i s u s u a l l y n o t r e a c h e d without t h e a c t i v e i n v o l v e m e n t o f d e s t i n a t i o n p l a n n e r s a n d m a r k e t i n g o r g a n i z a t i o n s c o u p l e d with a c o m p l e t e c h a n g e i n t h e a t t r a c t i o n s a n d f a c i l i t i e s o n which t o u r i s m i s b a s e d. O f t e n, a d d i t i o n s o f m a n - m a d e a t t r a c t i o n s a r e n e c e s s a r y. However, i f n e i g h b o r i n g a n d c o m p e t i n g a r e a s f o l l o w s u i t, t h e e f f e c t i v e n e s s o f t h e m e a s u r e s will b e r e d u ced ( Butler ). An a l t e r n a t i v e a p p r o a c h is t o d e v e lop n a t u r a l r e s o u r c e s u n t a pp e d p r e v i o u s l y. Rejuvena t i o n r e q u i r e s a c o n c e r te d e f f o r t o n t h e p a r t o f t h o s e i n v o l v e d i n t h e t o u r i s m p r o d u c t i o n s y s t e m. Over the yea rs, a nu mber of studies have used the TAL C mod el to examine destinations and t heir d evelopment over time. Most of these studies a re descriptive and case -based, t racing the t rajecto ry o f a d estination and th e num ber o f visi tors attracte d as it unde rwen t str uctu ral cha nges du ri ng diffe rent phases of th e life cycle. Conclusion O n c e a c o m m u n i t y b e comes a t o u r i s t d e s t i n a t i o n, t h e l i v e s o f r e s i d e n t s i n t h e c o m m u n i t y a r e a f f e c t e d b y t o u r i s m, a n d t h e s up p o r t o f t h e e n t i r e p o p u l a t i o n i n t he t o u r i s m c o m m u n i t y is e s s e n t i a l f o r t h e d e v e l o p m e n t, p l a n n i n g, s u c c e s s f ul o p e r a t i o n, a n d s u s t a i n a b i l i t y o f t o u r i s m ( J u r o wski 1994). A d e s t i n a t i o n h a s my r i a d o p p o r t u n i t i e s an d c h a l l e n g e s d u e to c h a n g i ng i n f r a s t r u c t u r e, d e v e l o p m e n t o f h o s t a t t i t u d e s, n u m b e r o f t o u r i s t s, a n d s e v e r i t y of i m p a c t s, b o t h p o s i t iv e a n d n e g a t i v e. I n o r d e r t o t r a c e t h e e v o l u t i o n o f a l o c a t i o n, t h e p r o d u c t l i f e c y c l e mo d e l i s us e d t o as s i s t m a n a g e m e n t i n de c i s i on m a k i n g a n d i n a d d r e s s i n g s t a k e h o l de r i n t e r e s t s. T h e m o s t i m p o r t a n t r ea s o n f o r t h e d e v e l o p me n t o f t h e t o u r i s m l i f e c y c l e i s t o r e a l i z e t h a t a d e s t i n a t ion i s n o t s t a t i c ; i t c ha n g e s o v e r t i m e, a n d t h e p l a n n i n g p r o c e s s a n d m a r k e t i ng s t r a t e g i e s m u s t a l so a d a p t t o e n a b l e t h e a d j u s t m e n t p r o c e s s.

220 4.4 Networking and financial capacity building Learning objectives Know about the term c a p a c i t y b u i l d i n g Know how to connect wi t h r e l e v a n t s t a k e h o l d e r s Know h o w t o d e v e l o p a s i l v e r t o u r i s m d e s t i n a t i o n r e f e r e n c e t o e a r n i n g s o f s e n i o r s t o u r i s t s 219 Know how to build a strategic partnerships WHAT IS CAPACITY BUILDING? T h e c o n c e p t o f c a p a c i t y b u i l d i n g e m e r g e d d u r i n g t h e 8 0 s i n a n e f f o r t t o c a p t u r e a n d d e s c r i b e a n a g g r e ga t e o f m a n y o f t h e i d e as a n d l e s s o ns f r o m p a s t d e v e l o p m e nt a c t i v i t i e s. Capacity b u ilding went o n t o b e c o me t h e c e n t r a l p u r p o s e o f t e c h n i c a l c o o p e r a t i o n d u r i n g t h e 9 0 s ( t h e t e r m s capacity d e v e l o p m e n t o r c a p a c i ty s t r e n g t h e n i n g a r e a l s o commonly used). O t h e r c o n c e p t s a n d i d e a s t h a t h a v e d o m i n a t e d d e v e l o p m e n t t h i n k i n g s u c h a s i n s t i t u t i o n a l s t r e n g t h e ni n g, o r g a n i s a t i o n a l d ev e l o p m e n t, c o mm u n i t y d e v e l o p m e nt a n d s u s t a i n a b l e d e v e l op m e n t h a v e b e e n b r o ug h t u n d e r t h e b r o a d e r u m b r e l l a o f c a p a c i t y b u i l d i n g t o d es c r i b e a n i n t e g r a t e d v i si o n f o r l o n g t e r m s u s t a inable s o c i al c h a n g e ( L u s t h a u s, Adrien & Perstinger, ). W h i l s t t h e r e a r e a n u m b e r of v a r i a t i o n s b e t ween s p e c i f i c d e f i n i t i o n s o f c a pa c i t y b u i l d i n g, t h e r e a re p a t t e r n s i n t h e way it is defined by development agencies. Definitions of Capacity Building Capacity d e v e l o p m e n t i s a c o n c e p t which i s b r o a d e r t h a n o r g a n i s a t i o n a l d e v e l o p m e n t i n t h a t i t includes a n em p h a s i s on t h e o v e r a l l sy s t e m, en v i r o n m e n t o r c o n t e x t within which ind i v i d u a l s, o r g a n iz a t i o n s a n d s o c i e ti e s o p e r a t e a n d i n t e r a c t ( a n d n o t s i m p l y a s i n g l e o r g a n i z a t i o n ). UND P capacity i s t h e c o mb i n a t i o n o f p e o p l e, i n stitutions a n d p r a c t i c e s t h a t p e r m i ts c o u n t r i e s t o r e a c h t h e i r d e v e l o p m e n t g o a l s Capacity b u i l d i n g i s investment i n h u m a n c a p i t a l, i n s t i t u t i on s a n d p r a c t i c e s. W o r l d Bank 1998 T h e p r o c e s s o f d e v e l o p i n g c o m p e t e n c i e s a n d c a p a b i l i t i e s i n i n d i vi d ua l s, g r o u p s, o r g a n i s a t i o n s, s e c t o r s or c o u n t r i e s which will l ea d t o s u s t a i n e d a n d s e lf - g e n e r a t i n g p e r f o r m a n c e i m p r o v e m en t. AusAID 2004

221 Capacity b u i l d i n g is n o t a s i n g l e o b j ec t i v e a n d c a n n o t b e u n d e r t a k e n in a d i s c r e t e t r a i n i n g s e s s i o n. Capac i t y b u i l d i n g i s a p r o cess. I t t a k e s pl a c e o ver t i m e a nd r e q u i r e s a n u m b e r o f s t r a t e g i e s a n d a c t i v i t i e s t o b e s u s t a i n a b l e. O r g a n i s a t i o n a l p e r f o r m an c e c a n b e i m p a c t e d o n a s m u c h b y f a c t o r s i n th e e x t e r n a l e n v i r o n m e n t ( e g. l a ws, r e g u l a t i o n s, a t t i t u d e s, values) a s b y f a c t o r s i n te r n a l t o t he o r g a n i s a t i o n, ( s k i l l s, s ys t e m s, l e a d e r s h i p, r e l a t ionships etc.). T h e i n t e r r e l a t e d n e s s o f t h e d i f f e r e n t s p h e r e s of c a p a c i t y b u i l d ing c o mp e l s u s t o b e a ware o f, a n d r e s p o n si v e t o, t h e r e l a t i o ns h ips a m o n g t h e m when e n g a g i n g in c a p a c i t y b u i l d i n g a c t i v i ti e s. I f t h e e n v i r o n m e n t i n which a c t i v i t i e s a r e t a k i n g p l a ce i s n o t s u p p o r t i v e o f t h e c h a n g e s i t m a y l i m i t t h e s u c c e s s a n d s u s t a i n a b i l i t y o f a n y g i v e n i n i t i a t i v e. 220 Capacity b u i l d i n g i n i t i a t i v e s t h u s n e e d t o b e c o n s i d e r e d f r o m a s y s t e m s p e r s p e c t i v e t a k i n g i n t o c o n s i d e r a t i o n t h e d y n a m i c s a n d i n t e r - r e l a t i o n s h i p s a m o n g s t i s s u e s a n d p l a y e r s i n t h e d i f f e r e n t s p h e r e s ( Bolger, 2000). Entry points for capacity building Effective c a p a c i t y b u i l d ing r e q u i r e s i n f l u e n c i n g m u l t i p l e e n t r y p o i n ts t o b r i n g a b o u t s u s t a i n e d c h a n g e s i n t he t o t a l e n v i r o n m e n t t h r o u g h a c u m u l a t i v e e f f e c t. Reflective questions 1. Describe t h e d i f f e r e n c e b e t ween s k i l l s t r a n s f e r a n d c a p a c i t y b u i l d i n g? 2. W h a t a r e s o m e o f t h e e n v i r o n m e n t a l f a c t o r s t h a t m i g h t i m p a c t on c a p a c i t y b u i l di n g i n t h e c o u n t r y y o u will b e wo r k i n g i n? Consider b o t h t h e i n t e r n a l a n d e x t e r n a l e n v i r o n m e n t s o f t h e o r g a n i z a t i o n y o u will be working for.

222 The principles of capacity building Capacity b u i l d i n g f a ci l i t a t e s p e o p l e a n d institutions t o r e a l i s e t h e i r o wn d e v e l o p m e n t o b j e c t i v e s a n d r e c o g n i s e s t h a t r e c i p i e n t s o f a i d m u s t b e e m p o wered to m a n a g e t h e i r o wn development agenda. T h i s c h a n g e i n p a r a d i g m f r o m d o n o r d r i v e n t o r e c i p i e n t l e d a g e n d a s a c k n o wledges t h a t t o p - d o wn a p p r o a c h e s f o c u s i n g o n o n l y t h e q u a n t i t y r a t h e r t h a n t h e q u a l i t y o f a s s i s t a n c e h a v e f a i l ed. T h e g o a l s o f c a p a c i t y bu i l d i n g s h o u l d n o t r e s u lt i n a n a t t e m p t t o i m p o s e a f o r e i g n m o d e l o r way o f d o i n g t h i n g s, b u t s t r i v e t o i d e n t i f y a n d u s e l o c a l e x p e r t i s e a n d d e v e l o p a g r a s s r o o t s d om e s t i c m o d e l. 221 T h e r e a r e a n u m b e r o f g e n e r a l p r i n c i p l e s u n d e r p i n n i n g c a p a c i t y b u i l d ing t h a t h o l d t h e p r o c e s s o f c h a n g e a n d l e a r n i n g o v e r t i m e a s c o r e v a l u e s an d n e e d b e c o n s i d e r e d when develop i n g i n i t i a t i v e s a n d s t r at e g i e s. F o u n d a t i o n s f o r d e v e l o p i n g i n i t i a t i v e s f o r e f f e c t iv e c a p a c i t y b u i l d i n g a r e t h a t t h e y : a r e o wned and directed by th e l o c a l c o m m u n i ty u s e p a r t i c i p a t o r y a p p r o a c h e s a t a l l s t a g e s u t i l i s e a n d b u i l d o n l oc a l k n o wledge a n d e x is t i n g c a p a c i t y t o d e v e lop a v i s i o n f o r t h e f u t u r e a r e s e n s i t i v e t o t h e ex i s t i n g e n v i r o n m e n t ( i nt e r n a l a n d e x t e r n a l ) a n d t h e c o n s t r a i n t s a n d o p p o r t u n i t i e s i t p r e s e n t s a r e g e n d e r a n d c u l t u r a l l y s e n s i t i v e a n d e q u i t a b le i n t e g r a t e a c t i v i t i e s a t various levels to address complex problems. s e e k t o u t i l i z e a v a r i e t y o f m e t h o d s t h a t s u i t t h e l o c a l c o n t e x t t o f a c i l i t a t e c h a n g e i n t h e t o t a l e n v ironment s e e k t o b e s u s t a i n a b le t h r o u g h b u i l d i n g s t r o n g r e l a t i o n s h i p s with a n d b e t ween stakeholders generating a high level of b u y - i n. Reflective questions 3. How m i g h t y o u e n s u r e y o u i n t e g r a t e c a p a c i t y b u i l d i n g p r i n c i p l e s i n t o y o u r work overseas? 4. W h a t a r e s o m e o f t h e b a r r i e r s y o u m i g h t e n c o u n t e r? W h a t s t r a t e g i e s m i g h t y o u u se to overcome them?

223 Measuring capacity building Capacity b u i l d i n g c a n b e d i f f i c u l t t o m e a s u r e a n d e v a l u a t e. I t s m u l t i - l a y e r e d m e a n i n g a n d i n t e r - l o c k i n g e l e m e n t s m a k e i t c h a l l e n g i n g t o a s s e ss u n l e s s t h e c o m p o n e n t p a r t s a r e b r o k e n d o wn t o m a n a g e a b l e, e l e m e n t s, s u c h a s t r a i n i n g, o r s y s t e m s de v e l o p m e n t ( s e e t a b l e 1 ). T h e l o n g t i m e s c a l e s a s s o ci a t e d with c a p a c i ty b u i l d i n g c o m p o u n d t h e c o m p l e x i t y o f a s s es s i n g i t s p r o g r e s s. TABLE 1 R e q u i r e m e n t s f o r c a p a c i t y b u i l d i n g E x a m p l e s o f a c t i v i t i e s o r e n t r y p o i n t s f o r c a p a c i t y b u i l d i n g H u m a n r e s o u r c e s o r s k i l l s S k i l l s t r a n s f e r, m e n t o r i n g, c o a c h i n g, o b s e r v a t i o n, d e v e l o p m e n t a p p r e n t i c e s h i p s, p r a x i s, s u p e r v i s i o n O r g a n i s a t i o n a l p o l i c y / p r o c e s s D e v e l o p m e n t, s t r e a m l i n i n g o r r e - e n g i n e e r i n g o f d e v e l o p m e n t p r o c e d u r e s, s y s t e m s & p r o c e s s e s, m a n u a l s, c h e c k l i s t s & p r o - f o r m a s, s t r a t e g i c p l a n n i n g, j o b re-design, b e n c h m a r k i n g N e t w o r k s f o r c o m m u n i c a t i o n C o m m u n i t y o u t r e a c h, c o m m u n i t i e s o f p r a c t i c e, p r o f e s s i o n a l a s s o c i a t i o n s, w o r k i n g g r o u p s, f o c u s g r o u p s 222 I t i s i m p o r t a n t h o wever t h a t c a p a c i t y b u i l d i n g ac t i v i t i e s f o ll o w a c o n t i nu o u s c y cl e of a n a l y s i s, a c t i o n a n d a ssessment. During t h e a n a l y s i s p h a s e, e x i s t i n g a b i l i t i e s a n d c o m p e t e n c i e s a r e a s s e s s e d a nd o p p o r t u n i t i e s f o r p e r f o r m a n c e i m p r o v e m e n t s ar e i d e n t i f i e d a n d p r i o r i t i s e d, t a k i n g i n t o c o n s i d e r a t i o n, t h e constraints in both the internal and external environments. During t h e a c t i o n p h a s e, a f u t u r e v i s i o n i s a r t i culated, a n d a n i m p l e m en t a t i o n p l an i s d e v e l o p e d a n d i m p l e m e n t e d. T h r o u g h o u t t h e l i f e o f t h e a c t i v i t y, p e r i o d i c a s s e s s m e n t s a r e m a d e a g a i n s t t h e b a s e l i n e e s ta b l i s h e d d u r i n g t h e i n i t ial analysis. T a r g e t s s e t i n t h e a c t i o n p l a n, a n d t h e c h a n g e p l a n, c a n t h e n b e u p d a t e d o r m o d i f i e d a s c i r c u m s t a nces demand. Reflective question 5. Consider a t i m e when y o u c a n d e s c r i b e what y o u were d o i n g a s c a p a c i t y b u i l d i n g. W as i t s u c c e s s f u l? I f so, what e l e m e n t s c o n t r i b u t e d t o t h e s u c c e s s? I f n o t, what i n h i b i t e d t h e s u c c e s s? How would you approac h t h e s a m e s i t u a t i o n d i f fe r e n t l y n e x t t i m e.

224 NETWORKING. A n e t worked g r o u p o f p e o p l e a n d / o r o r g a n i z a t i o n s c a n a c t i n c o nc e r t t o a c c o m p l ish what c a n n o t b e a c c o m p l i s h e d i n d i v i d u a ll y b y b u i l d i n g r e l a t i o n s h i p s f o r s h a r i n g k n o wledge, g o o d s a n d e x p e r i e n c e s a n d l e a r n i n g f r o m e a c h o t h e r ( Philbin & L i n n e l l, ; Keijzer, Ø r n e m a r k, Engel, ). Several r e c e n t r e p o r t s u n d e r s c o re t h a t n e t works a r e e s p e c i a l l y e f f e c t i v e f o r c a p a c i t y b u i l d i n g b e c a u s e t h e y e n c o u r a g e i n n o v a t i o n a n d i m p r o v e c o m m u n i c a t i o n a m o n g m e m b e r s o f t h e n e t work. According t o a r e p o r t f r o m G r a n t m a k e r s f o r Effective O r g a n i z a t i o n s ( G EO), Cracking t h e Network Code, i n n o v a t i o n s s p r e a d r a p i d l y t h r o u g h n e t w o r k s b e c a u s e o f t h e c l o s e r e l a t i o n s h ips t h a t e x i s t b e t ween me m b e r s. As a r e s u l t, G EO a n d o t h e r s a f f i r m t h a t when i t c o m e s t o i m p a c t, n e t works c a n a c h i e v e s u r p r i s i ng l y p o werful r e s u l t s ( W e i - Skillern, Silver & Heitz, 2014). 223 Networks m a y b e c a l led m a n y t h i n g s i n c l u di n g l e a r n i n g n e t works, c o h o r t s, c o a l i t i o n s, c o l l a b o r a t i v e s, a n d p a r t n e r s h i p s. However, what d e f i n e s a n e t work i s t h e c o m m o n p u r p o s e o f i t s m e m b e r s t o a c h i e v e c h a n g e t o g e t h e r. I n t h i s, t h e r o l e o f t h e n e t work i s t wofold. F i r s t, i t a c t s as t h e di s t r i b u t i o n c h a n n e l f o r awareness o f g r a s s r o o t s c h a l l e n g es an d / o r s o l u t i o n s t h a t a r e t h e n d i s t r i b u t e d t o a wider a u d i e n c e i n a n e f f o r t t o c r e a t e s h a r e d u n d e r s t a n d i n g a m o n g a b r o a d g r o u p o f s t a k e h o l d e r s ( Keijzer, Ørnemark, Engel, 2006). Second, t h e n e t work s c o n n e c t i v e t i s s u e i s t he f o u n d a t i o n f o r r e l a t i o n s h i p s t h a t t h e m s e l v e s a cc e l e r a t e a n d e n h a n c e l e a r n i n g. Both r o l e s a s b o t h p a t h way a n d t r u s t e d c o n n e c t o r a r e s i g n i f i c a n t i n t h e c o n t e xt of networked capacity building. Although c a p a c i t y b u i l d i n g f i r s t e m e r g e d a s a f i e l d o f p r a c t i c e i n t h e l a t e s, i t r e m a i n s a n a s c e n t f i e ld o f s t u d y ( Kapucu, Healy & Arslan, ). As a r e s u l t, while t h e c o n c e p t o f c a p a c i t y b u i l d i n g p e r m e at e s t h e n o n p r o f i t s e c t o r, t h e r e i s n o c o n s e n s u s o n a u n i v e r sal definition of the term (Id.). I n s t e a d, s c h o l a r s, t h i nk t a n k s, a n d c o n s u l t an t s e a c h p r o m o t e t h eir o wn u n i q u e d e f i n i t i o n o f c a p a c i t y b u i l d i n g, a n d t h o s e h ea r i n g t h e t e r m m a y i nt e r p r e t i t a s s o m e t h i n g e l s e. W h i l e s o m e s c h o l a r s a n d c o ns u l t a n t s g o o n t o d e f i n e i n d i v i d u al e l e m e n t s o f c a p a c i t y b u i l d i n g, o t h e r s s i m p ly s u g g e s t t h a t [ t ] h e d e f i n i t i o n o f c a p a c i t y b u il d i n g, s im i lar t o i t s i n t e r v e n ti o n s, i s t a i l o r - m a d e t o f i t th e n o n p r o f i t o r g a n i z a t i o n r e q u i r i n g a s s i s t a n c e ( I d. ). Across a l l d e f i n i t i o n s t h e u l t i m a t e g o a l i s t o i m p r o v e o v e r a l l o r g a n i z a t i o n a l e f f e c t i v e n e s s a n d s u s t a inability. J u s t a s t o u r i s m l i n k s pe o p l e a n d p l a c e s a r o u n d t h e world, s o t o u r i s m o f f i c i a l s a ls o n e e d t o l i n k u p with o t h e r t o u r i s m b u s i n e s s a n d g o v e r n m e n t a g e n c i e s a n d b u s i n e s s t o b e s u c c e s s f u l. T o u r is m n e t working comes in a v a r i e t y o f s h a p e s a n d s t y l e s.

225 W e c a n d i v i d e t o u r i s m ne t working i n m a n y ways, b u t t h r e e s i m p l e ways a r e : t o u r i s m n e t working within t h e i n d u s t r y a n d p r o f e s s ion, t o u r i s m n e t working with a l l i e d i n d u s t r i e s, t o u r i s m n e t working with i n d u s t r i e s th a t would a p p e a r t o h a v e n o t h i n g t o d o with tourism but can have a major impact on t h e i n d u s t r y a n d i t s b o t t o m - l i n e. T o u r i s m n e t working i s e s p e c i a l l y i m p o r t a n t i n e x p l a i n i n g t o a n o f t e n - s k e p t i c al p u b l i c t h e r e a s o n s t h a t t o u r i s m i s a n i m p o r t a n t i n d u s t r y. Despite t r a v e l a n d t o u r i s m s m a j o r p o s i t iv e e c o n o m i c i m p a c t, t o o m a n y p e o p l e d o n o t u nd e r s t a n d t h e i n t e r r e l a t i o n s h i p b e t ween tourism and a l o c a l e s quality of life. I t i s e s s e n t i al n e v e r t o f o r g e t t h a t i f t h e c omm u n i t y d o e s n o t s u p p o rt t h e t o u r i s m i n d u s t r y, i f t h e c o m m u ni t y g a i n s a r e p u t a t i o n f o r b e i n g u n s a f e o r u n f r i e n d l y, t h a t i n t h e e n d i t will n o t o n l y d e s t r o y i t s t o u r i s m i n d u s t r y b u t a l s o s e v e r e l y d a m a g e i ts e c o n o m i c d e v e l o pm e n t a n d v i a b i l i t y. 224 Below a r e a n u m b e r o r r e m i n d e r s t h a t a l l o f u s k n o w b u t m a n y o f u s e i t h e r f o r g e t o r f a i l t o i m p l e m e n t. Make yourself known! T o u r i s m i s a p e o p l e - i n du s t r y. T h e b e t t e r y o u a r e k n o wn t h e m o r e f r e q u e n t l y y o u r n a m e i s m e n t i o n e d, t h e b e t t e r i t i s f o r y o u r b u s i n e s s. Attend a s m a n y f u n c t i o n s a s p o s s i b l e. T h e s e f u n c t ions d o n o t h a v e t o b e t o u r i s m r e l a t e d, b u t t he y s h o u l d b e f u n c t i o n s where t h e a tt e n d e e s m a y i m p a c t your v i s i b i l i ty o r n a m e r e c o g n i t i o n. During t h e f u n c t i o n p a s s o u t a n d c o l l e c t b u s i ne s s c a r d s. M a k e a n o te o n t h e b a c k o f e a c h c o l l ec t e d c a r d th a t t e l l s y o u s o m e t h i n g m e m o r a b l e a b o u t t h e pe r s o n s c a rd y o u h a v e j u s t c o l l e c t ed. After t h e f u n c t i o n f o l l o w - u p b y writing a n d c a l l i n g t he i n d i v i d u a l s y o u m e t. Never be shy! Make yourself accessible. When meeting new people ask them to tell you something about their life. Almost everyone likes to talk about him or herself and most people have a unique story to tell. By getting people to open up to you, you get a better idea as to what they need and how you can interact with them. Once you have this information, you not only can judge their needs but you can begin to measure your communit y s needs (and you professional needs) by the other person s intere sts and talents. Don t be short sighted Someone who may not be in a position to help you now, but that does n o t m e a n t h a t s / h e m a y n o t b e a v e r y v a l u a b l e p e r s o n a t a l a te r d a t e. G o o d m a n n e r s m a k e g o od n e t working. Do n o t c l o s e d o o r s b y i n c o n s i d e r at e b e h a v i o r o r a s s u m e th a t y o u o n l y need to speak to people who appear to have immediate value.

226 Ask others what you can do for them Networking i s b a s e d o n t h e s o c i o l o g i c a l p r e m i se o f s o c i a l c a p i t a l. T h i s i s a f a n c y t e r m m e a n i n g t h a t y o u h a v e t o g i v e t o o t h e r s i n o r d e r t o r e c e i v e b a c k f r o m t h e m. T h e b e s t way t o g a i n s o m e t h i n g i s t o g i v e s o m e t h i n g. Social c a p i t a l h a s a l i m i t e d l i f e e x p e c t a n c y. I n o r d er f o r i t t o s t a y f r e s h, t h e p e r s o n h a s t o r e m e m b e r y o u r n a m e a n d who y o u a r e. T o a cc o m p l i s h t h is d o n o t l i mi t y o u r r e l a t i o n s h i p s with a o n e - t i me e v e n t. I n s t e a d s t a y i n f r o n t o f t h e p u b l i c s ey e a n d l e t i t b e k no wn t h a t y o u a re i n v o l v e d i n t h e c o m mu n i t y. By b e c o m i n g a c o m m u n i t y r e s o u r c e y o u e s t a b l i s h y o u r s e l f a s a g o - t o p e r s o n, a n d t h o s e a r e p e o p l e who network bes t. 225 Business cards are not a work of art but something that serves a useful purpose T o o m a n y p e o p l e f o r g e t t h a t a b u s i n e s s c a r d h a s t o b e r e a d a b l e a n d i t s d a t a n e e d t o b e s i m p l e t o f i n d a n d a c c u r a t e. Be s u r e t o d i s t i n g u i s h b e t ween t h e s m a l l l e t t e r L a n d t h e c a p i t a l I, b e c lear what i s a 1 ( t h e n u m b e r 1 ) a n d what i s t h e l e t t e r I. Use c o l o r s t h a t a r e e a sy t o r e a d. Avoid p u t t i ng i n f o r m a t i o n o n a b l a ck c a r d a n d d o n o t c l u t t e r t h e c a r d with l o g o s, p h o t o s e t c. Use active versus passive networking tools Webpages a r e g r e a t t o p r o v i d e i n f o r m a t i o n f o r s o m e o n e who i s s e e k i n g y o u. Nevertheless, t h e y o n l y a c t a s n e t working t o o l s i f t h e p e r s o n wants t o n e t work with y o u. Using n e wsletters, t e a s, g e t - togethers, and open houses are a way to start y o u r r e l a t i o n s h i p. O n c e t h e r e l a t i o n s h i p i s e s t ab l i s h e d t h e n y o u c a n s te e r p e o p l e t o y o u r webpage. Conclusion Networking r e q u i r e s o r g a n i z a t i o n a l s k i ll s. I t d oe s o n l y a m i n im a l a m o un t o f g o o d i f y o u d o n o t h a v e ( 1 ) a s t r a t e g y t o f i n d t h e p e o p l e with whom you are n e t working a t a l a t e r t i m e a n d ( 2 ) y o u l a c k a f o l l o w - u p s t r a t e g y. T h a t m e a n s t h a t a f t e r you m e e t t h e p e r s o n f o l low - u p o n t h e m e e t i n g with a t h a n k y o u n o t e, a n d t h e n with whatever m e t h o d s a r e c o m f o r t a b l e f o r y o u t o k e e p y o u r n a m e f r e s h. I t i s e a s y to f a l l o f f s o m e o n e s r a d a r s c e n e. Remember p e o p l e with whom y o u m a y want t o n e t work a r e a l s o m e e t i n g l o t s o f o t h e r p e o p l e.

227 4.5 Coaching/mentoring of the Silver Tourism service providers Learning objectives I d e n t i f y t r a i n i n g n e e d s I d e n t i f y t h e b e s t m e t h o d o f t r a i n i n g f o r h e r / h i m Able to identify and solve problems 226 Able to make decisions, i m p l e m e n t c h a n g e s a n d o v e r c o m e o b s t a c l e s Able t o p l a n f o r t h e f u t u r e a n d t a k e a d v a n t a g e o f p o t e n t i a l n e w o p p o r t u n i t i e s MENTORING AND COACHING. Coaching Coaching d r a ws o u t t h e s k i l l s, r e s o u r c e s, a n d c r e a t i v i t y t h a t a l r e a d y e x i s t within p e o p l e working i n s i l v e r t o u r i s m t o o v e r c o m e y o u r m o s t d i f f i c u l t p r o f e s s i o n a l c h a l l e n g e s. A c oa c h is a t r u s t e d c o n f i d e n t ial r e s o u r c e t h a t h el p s b r e a k d o wn p e r s o n a l b a r r i e r s t o u n l e a s h l e a d e r s h i p p o t e n t ial. How? W h e t h e r t h e s i l v e r t o u r i s m p e o p l e a r e a ware o f t h e m o r n o t, e v e n t h e m o s t t a l e n t e d a n d s u c c e s s f ul p e o p l e h a v e c e r t a i n b e h a v i o u r s h o l d i n g y o u b a c k f r om b e c o m i n g a m o r e i n s p i r i n g a n d e f f e c t i v e l e a d e r. A c o a c h h e l p s t h e m t o t h i n k a n d c o m m u n i c a t e i n n e w ways that lead to better results. T a k i n g i n t o a c c o u n t t h e i r v a l u e s a n d p r i o r i t i e s, a c o a c h i n v e s t s t i m e u p f r o n t, g i v i n g a t h o r o u g h a n d p e r s o n a l a s s e s s m e n t t o i d e n t i fy s p e c i f i c n e e d s a n d, with y o u r i n p u t, d e s i g n s a c u s t o m i z e d coaching e x p e r i e n c e a r o u n d t h o s e a r e a s. A c o a c h h e l p s t h e m t o o u t g r o w p r o b l e m s a nd t r a n s f o r m i n t o t h e i ns p i r i n g a n d e f f e c t iv e l ea d e r a s t h ey c a n a n d want to be. Why? Working with a coach who is focused on growth of the silver tourism people can: - I m p r o v e s e l f - c o n f i d e n c e a n d s e l f - a wareness - I m p r o v e i n t e r p e r s o n a l r e l a t i o n s h i p s - Build better communication skills a n d e m o t i on a l i n t e l l i g e n c e - Create a better work - l i f e f i t - Attract talent to an o r g a n i z a t i o n - I m p r o v e e m p l o y e e satisfaction with leadership

228 Mentoring M e n t o r i n g i s a c r i t i c a l c o m p o n e n t i n t r a n s f e r r i n g k n o wledge b e t wee n i n d i v i d u a ls a n d within o r g a n i z a t i o n s a s well a s d e v e l o p i n g r e l a t i o n s h i p s within a s u p p o r t i v e o r g a n i z a t i o n a l c u l t u r e. At t h e c o r e o f m e n t o r i n g i s t h e a b i l i t y t o c r e a t e a wareness and understa n d i n g o f o t h e r s. As mentoring m u t u a l l e a r n i n g a n d s h a r i n g o f e x p e r i e n c e - h a s b e e n a c k n o wledged a s o n e o f t h e m o s t p o w e r f u l t o o l s i n c a r e e r d e v e l o p m e n t, i t s e e m s t o b e t h e p r o p e r t o o l t o a d d r e s s s p e c i f i c n e e d s o f a c o u n t r y s HLTT sector. M e n t o r i n g p r o g r a m s a re a c r i t i c a l c o m p o n e n t o f a n y c o m p r e h e ns i ve l e a d e r s h i p d e v e l o p m e n t p r o g r a m. M e n t o r i n g b e n e f i t s o r g a n i z a t i o n s b y s u p p o r t i n g : New supervisors an d e m e r g i n g l e a d e r s - I n t e r n d e v e l o p m e n t p r o g r a m s - T h e d e v e l o p m e n t o f t e c h n i c a l e x p e r t i s e - Mul t i - g e n e r a t i o n a l c o l l a b o r a t i o n a n d i n t e r a c t i o n - T h e r e t e n t i o n o f i n s t i t u t i o n a l k n o wledge - Relationship building across the organization - A culture of service and stewardship M a n a g e m e n t Concepts p r o v i d e s t h e f u l l s p e c tr u m o f s u p p o r t i n t h e c r e a t i o n a n d m a n a g e m e n t o f m e n t o r i n g p r o g r a m s f o r t e a m s a n d o r g a n i z a t i o n s. I t i s i m p o r t a n t t o u n d e r s t a n d t h a t i n d i v i d u a l s ar e u n i q u e a n d o r g a n i s a t i o n s d i f f e r. T h e r e f o r e b o t h i n d i v i d ua l a n d o r g a n i s a t i o n a l go a l s v a r y widely. Commo n o b j e c t i v es a r e r e q u i r e d i n o r d e r t o : achieve results either individually or in teams assist managers with team building help individuals gain cl a r i t y i n t h e i r t h i n k i n g an d c o m m i t m e n t challenge and help individuals to change lim i te d b e l i e f s help managers to become a source of s upport rather than a threat, for example, to assist them in bringing out the talent and potential of their team identify and solve problems make decisions, implem e n t c h a n g e s a n d o v e rc o m e o b s t a c l e s plan for the future and t a k e a d v a n t a g e o f p o t e n t i a l n e w opportunities.

229 Differences between mentoring and coaching M e n t o r i n g i s a n i n d e f i n i t e, r e l a t i o n s h i p b a s e d a c t i v i t y with s e v e r a l s p e c i f i c b u t wide r a n g i n g g o a l s. I t d o e s n o t h a v e t o b e a f o r m a l p r o c e s s. T h e m e n t o r is a f a c i l i t a t o r who works with e i t h e r a n i n d i v i d u a l o r a g r o u p o f p e o p l e o v e r a n e x t e n d e d t i m e p e r i o d. T h e a g e n d a i s o p e n a n d c o n t i n u e s t o e v o l v e o v e r t h e l o n g e r t e r m. M e n t o r i n g s e e k s t o b u i l d wisdom t h e a b i l i t y t o a p p l y s k i l l s, k n o wledge a n d e x p e r i e n c e t o n e w situations and processes. T h e c o a c h i n g f oc u s i s o n m e e t i n g v e r y s p e c i fi c o b j e c t i v es within a set p e r i o d o f t i m e. Coaching i s m a i n l y c o n c e r n e d with p e r f o r m a n c e a n d t h e d e v e l o p m e n t o f c e r t a i n s k i l l s. I t u s u a l l y t a k e s p l a c e o n a o n e - to- o n e b a s i s a n d h a s a v e r y s p e c i f ic p u r p o s e. T h e r e i s u s u a l l y a p l a n n e d p r o g r a m m e with a m u c h s h o r t e r t i m e f r a m e t h a n i n m e n t o r i n g, s o t h e l e a r n i n g g o a l s a r e u s u a l l y d e t e r m i n e d i n a d v a n c e. 228 M e n t o r i n g a n d c o a c h i n g c a n b e s t a n d al o n e ac t i v i t i e s, b u t t h e y c a n al s o b e u s ed t o c o m p l e m e n t e a c h o t he r. Parallels between mentoring and coaching Both m e n t o r i n g a n d c o a c h i n g t a k e p l a c e i n d e p en d e n t l y o f l i n e m a n a g e rs t h e y a r e o p e n, h o n e s t r e l a t i o n s h i p s b e t ween t h e m e n t o r o r c o a c h a n d t h e i r p r o t é g é. A m e n t o r o r c o a c h i s a n a c c o u n t a b i l i t y p a r t n e r who works i n t h e i r p r o t é g é s b e s t i n t e r e s t s. He o r s h e will b r i n g a n e w a p p r o a c h to e i t h e r a s p e c i f i c s k i ll o r a n e n t i r e c a r e e r. Neither m e n t o r i n g n o r c o a c h i n g i s a b o u t t e a ching, i n s t r u c t i o n o r t e l l ing s o m e b o dy what t o d o. T h e r o l e o f m e n t o r s a n d c o a c h e s i s t o a s k t h e i r p r o t é g é t h e r i g h t q u e s t i o n s t o p r o m o t e g r e a t e r s e l f - a wareness a n d m o r e i n f o r m e d d e c i si o n m a k i n g. T h e r o l e o f m e n t o r s a nd c o a c h e s i s n o t t o s o lv e p r o b l e m s, b u t t o q u es t i o n h o w t h e b e s t s o l u t i o n s m i gh t be f o u n d. T h e m e n t o r i n g o r c o a c h i n g p r o c e s s e v o l v e s o v er t i m e. T h e a i m s a r e n o t i n f l e x i b l e, b u t m a y c ha n g e a s t h e p r o t é g é r ea c h e s t h e s et g o a l s a n d l e a r n s n e w b e h a v i o u r. T h e p r o c e s s continues u n t i l e v e r y b o dy i s s a t i s f i e d that the objectives have been achieved. Mentoring and coaching skills T h e s k i l l s o f m e n t o r a n d c o a c h o v e r l a p t o s o m e e x t e n t. Both m e n t o r s a n d c o a c h e s a r e c r i t i c a l f r i e n d s a l th o u g h t h e y m i g h t us e d i f f e r e n t m e t h o d s. A coach i s m o r e l i k e l y t o u s e d i r e c t f e e db a c k, while a m e n t o r r el i e s m o r e h e a v i ly o n t h e q u e s t i o n i n g p r o c e s s. A c o a c h i s a s p e c i a l i s t wh o works with t h e p r o t é g é o n s p e c i f i c g o a l s a n d o b j e c t i v e s t h e p r o f e s s i o n a l e qu i v a l e n t o f a f i t n e s s tr a i n e r. A m e n t o r i s l i k e l y t o h a ve f o l l o wed a s i m i l a r c a r e er t o t h e o n e t h e i r p r o t é g é i s s t a r t i n g, a n d will p a s s o n t h e i r e x p e r t i s e.

230 M e n t o r i n g c a n : increase individual and t e a m c o m m i t m e n t t o an o r g a n i s a t i o n a n d i t s go a l s help improve communic a t i o n within the organisation help to change organisational culture for the better allow individuals to gain a greater insight into the organisation s workings g i v e i n d i v i d u a l s t he c h a n c e t o m e e t di f f e r e n t p e o p l e within t he o r g a n i s a t i o n, a n d t o n e t work improve levels of professional succes s. M e n t o r i n g c a n n o t : 229 Coaching can: succeed unless clear o b j e c t i v e s a r e a g r e e d i n a d v a n c e succeed unless there is a n a g r e e d p l a n o f a c t i o n act as a replacement for conventional training. p r o v i d e i n d i v i d u a l s a n d t e a m s with o p p o r t u n i t i e s f o r g a i n i n g n e w s k i l l s, a n d p e r s o n a l d e v e l o p me n t offer learning opportu n i t i e s g e a r e d t o i n d i v i d ua l n e e d s encourage a positive atti tude to learning provide flexibility in the l e a r n i n g p r o c e s s allow protégés to select what and how they lea r n. Coaching cannot: effect change unless cl e a r, m e a s u r a b l e g o a l s a r e s e t i n a d v a n c e benefit the protégé un l e s s t h e r e i s s u p p o r t f r o m s e n i o r m a n a g e r s s u c c e e d u n l es s b o t h c o a c h a n d p r o t é g é ar e f u l l y c om m i t t e d t o t h e c o a c h i n g p r o g r a m m e.

231 APPLICATION. T h e a i m s o f c o ac h i n g an d m e n t o r i n g a r e t h e same a s t h o s e o f g o o d m a n a g e m e n t. Both will t r y t o m a x i m i s e t h e i r s t a f f p o t e n t i a l. G o o d m e n t o r i n g / c o a c h ing a n d g o o d m a n a g e m e n t h a v e t h e f o l l o wing common charac t e r i s t i c s : willingness to listen openness to new ideas a lateral, challenging way of thinking encouraging protégés to become involved in ne w work experiences 230 making time availab le enthusiasm. O n e s c h o o l o f t h o u g h t suggests t h a t e v e r y m a na g e r s h o u l d b e a m e n t or o r c o a c h t o h i s o r h e r s t a f f. T h e a i m o f t h i s g e n e r a t i v e c o a c h i n g i s t o e n c o u r a g e a m u t u a l l e a r n i n g p r o c e s s. I t c a n b e a r g u e d t h a t m a n a g e r s a l r e a d y i n f l u e n c e t h e l e a r n i n g a n d p e r f o r m a n c e o f t h e i r s t a f f. I n a d d i t i o n, s o m e m a n a g e r s m a y b e r e l u c t a n t t o a d o p t a n a c t i v e c o a c h i n g s t y l e b e c a u s e o f a p o t e n t i a l c o n f l i c t with t h e i r o wn a g e n d a s. I t i s i m p o r t a n t t h a t a c l e a r d i s t i n c t i o n r e ma ins b e t ween a m e n t o r / c o a c h a n d a m a n a g e r. I f t h e l i n e b e c o m e s b l u r r e d, m e n t o r i n g a n d c o a c h i n g c a n d a m a g e a g o o d m a n a g e m e n t s t y l e. F o r e x a m p l e, a m a n a g e r m i g h t s p e n d a l a r g e a m o u n t o f t i m e m e n t o r i n g o r c o a c h i n g on e t e a m m e m b e r a t t h e e x p e n s e o f t h e r e s t o f t h e t e a m. Bringing a mentoring and coaching mentality to the team T h e b e s t m e n t o r i n g o r c o a c h i n g p r o g r a m m e s wi l l n o t work i f t h e y a r e n o t a c c e p t e d b y t h e wider t e a m. T h e r e i s a d a n g e r t h a t m e n t o r i n g a n d c o a c h i n g will b e s e e n a s a m a n a g e m e n t p l o y a nd n o t a m e t h o d o f e n c o u r a g i n g i n d i v i d u a l po t e n t i a l. T h e f o l l o wing points need to be applied for mentoring and coaching to be acc e p t e d. T h e r e n e e d s t o b e : 1. Sufficient information about the benefits of mentoring and coaching. 2. An explanation of what mentoring and coaching can and cannot achieve. 3. Cl a r i t y a b o u t who can b e i n v o l v e d i n m e n t o r ing and coaching programmes. 4. Clarity a b o u t h o w a n d when t h e m e n t o r i n g a n d c o a c h i n g p r o g r a m m es c o u l d b e u s e d. 5. F l e x i b i l i t y s o t h a t p r og r e s s c a n b e r e v i e wed.

232 Mentoring in action (case study) Anna, who wo r k s i n m a r k e t i n g, i n d i c a t e s t h a t s h e would l i k e t o l e a r n m o r e a b o u t h e r c o m p a n y s h u m a n r e s o u r c e s f u n c t i o n. She i s n t s u r e i f s h e w a n t s t o c h a n g e c a r e e r, b u t wo u l d l i k e t h e o p p o r t u n i t y t o m a k e a n i n f o r m e d c h o i c e. Anna t a l k s t o Stephen, h e r t e a m l e a d e r, a b o u t t h e p o s s i b i l i ty o f a s e c on d m e n t i n HR. Stephen a p p r o a c h e s Richard f r o m t h e HR d e p a r t m e n t, t o whom h e i n t r o d u c e s t o Anna a s a p o t e n t i a l m e n t o r. He b e a r s i n m i n d t h e n e e d f o r c o mp a t i b i l i t y b e t ween m e n t o r a n d p r o t é g é. Richard a n d Anna a g r e e s o m e o v e r a l l o b jectiv e s a n d a t i m e f r a m e f o r An n a s HR s e c o n d m e n t. T h e y a r r a n g e a f l e x i b l e t i m e t a b l e o f p r a c t i c a l e x p e r i e n c e f o r Anna within H R. A n n a a n d Stephen a l s o d i s c u s s what should be done about her marketing workload during her secondme n t. 231 Anna g o e s o n s e c o n d m e n t i n HR, with Richard a s h e r m e n t o r. Richa r d t h e n r e c e i v e s f e e d b a c k f r o m Anna a n d h e l p s h e r t o weigh u p h e r c a r e e r choices a n d d e c i d e what to do next. Richard s mentoring role has involved: being willing to take on the role of mentor to Anna agreeing the object i v e s f o r Anna s secondment a r r a n g i n g r e l e v a n t l e a r n i n g e x p e r i e n c e s f or Anna, f o r e x a m p l e, b r i e f i n g a n d d e - b r i e f i n g, a t t e n d i n g p r e s e n t a t i o n s, o b s e r v i n g c l i e nt b r i e f i n g s, m e e t i n g HR staff introducing Anna to th e HR department and providing an overview of t h e HR function through t h e a r r a n g e d s e c o n d m e n t receiving feedback from Anna and making further recommendations. Coaching in action (case study) Nigel, a c a l l c e n t r e w o r k e r, n e e d s t o i m p r o v e h i s i n t e r p e r s o n a l s k i l l s with c u s t o m e r s. Robert, h i s t e a m l e a d e r, a r r a n g e s f o r Nigel t o b e c o a c h e d b y Alison, an experienced, p o p u l a r c o l l e a g u e. Alison t a l k s t o Nigel t o e x p l a i n why h i s b e h a v i o u r i s s e e n a s p r o b l e m a t i c. Nigel h a s t h e o p p o r t u n i t y t o p u t h i s s i d e o f t he s t o r y. Alison a n d Nigel t h e n a g r e e t h e s t a n d a r d s o f a c c e p t a b i l i t y t h a t Nigel m u s t a c h i e v e. T h e y d e ci d e o n a t i m e l i m i t e d c o a c h i ng p r o g r a m m e f o r Nigel. He will o b s e r v e e x a m p l e s o f b e s t p r a c t i c e d u r i n g o n t h e j o b c o a c h i n g. Nige l will b e a b l e t o d i s c u s s i s s u e s a s t h e y o c c u r, s o h e c an work towards practic a l s o l u t i o n s.

233 During t h e c o a c h i n g p r o g r a m m e, Nigel h a s r e g u l a r r e v i e ws with Alis o n a n d Robert to as c ertai n hi s progres s. When the programme fi ni s hes, there i s a de - b r i e f i n g s e s s i o n t o d e t er m i n e h o w f a r Nigel h a s m e t t h e a g r e e d o b j e c t iv e s a n d t o e v a l u a t e t h e p r o g r a m m e s o v e r a l l s u cc e s s. Alison s coaching role ha s i n v o l v e d : being willing to take on the role of coach to Nigel determining objectives and a coaching programme for Nigel b e i n g r e s p o n s i b l e f o r th e p r a c t i c a l d e li v e r y o f t h e c o a c h i n g p l an, f or e x a m p l e, d e m o n s t r a t i n g b e s t p r a c t i c e 232 participating in ongoing reviews with Nigel an d Robert evaluating the success o f t h e c o a c h i n g p r o g r a m m e.

234 COACHING EXPERIENCED LEARNERS THE GROW MODEL. T h e G ROW ( g o a l s, r e a l i t y, o p t i o n s, w r a p u p ) m o d e l p r o v i d e s s t r u c t u r e f o r c o a c h i n g d i s c u s s i o ns with m o r e e x p e r i e n c e d l e a r n e r s. F o r l e s s e x p e r i e n c e d l e a r n e r s, t h e p r o c e s s c a n b e t i m e c on s u m i n g a n d o f t e n t o o c o m p l e x. T h e m o d e l p l ac e s t h e o n u s f o r d e v e l o p m e n t o n t h e l e a r n e r, a s t h e c o a c h a d o p t s a l e s s d i r e c t i v e a p p r o a c h. T h e G ROW model has four cl e a r s t a g e s : 233 G ROW d e v i s e d b y Sir J o h n W h i t m o r e a n d de s c r i b e d i n hi s b o o k, Coaching f o r Performance: growing p e o p l e, p e r f o r m a n c e a n d p u r p o s e. During t h e f i r s t p a r t o f t h e i r m e e t i n g, t h e c o a c h a n d p r o t é g é f o c u s o n d e t e r m i n i n g e x a c t l y what t h e y want t o a c h i e v e. T h i s s t a g e i s a b o u t e s t a b l i s h i n g e x p e c t a t i o ns and goals. At l e a s t 5 0 % o f t h e m e e t i n g s h o u l d b e s p e n t o n t h e r e a l i t y s t a g e. G o o d q u e s t i o n i n g a n d l i s t e n i n g s k i l l s will e n a b l e t h e c o ac h t o d e f i n e t h e i s s u e s t h at n e e d t o b e a d d r e s s e d. O n c e t h e u n d e r l y i n g is s u e s a r e i d e n t i f i e d, th e c o a c h s h o u l d c o n t inue t o a s k q u e s t i o n s s o t h a t t h e p r o t é g é c a n i d e n t i f y t h e a v a i l a b l e o p t i o n s. I n t h e wrap u p s t a g e, t h e a c t i o n s s h o u l d b e d e t e r m i n e d. T h i s f i n a l s t a g e i s s o m e t i m e s d es c r i b e d as c o n f i r m t h e will t o a ct. I t i s a b o u t a g r e e i n g what s p e c i f i c a c t i o n s t h e p r o t é g é i s go i n g t o t a k e a way from the meeting.

235 Feedback and performance measurement A f e e d b a c k m e c h a n i s m s h o u l d b e e s t a b l i s h e d a t t h e s t a r t o f a n y m e n t o r i n g o r c o a c h i n g p r o g r a m m e. T h i s e n a b l e s t h e m e nt o r o r c o a c h t o e v a l u a t e h o n e s t l y whether t h e p r o g r a m m e i s s u c c e s s f u l o r n o t. I t i s h e l p f u l t o s e e k i n f o r m a l f e e d b a ck a t a l l s t a g e s o f t h e p r o g r a m m e s o t h a t a n y c h a ng e s o r p r o b l e m s c a n b e a d d r e s s e d. At t h e o u t s e t, t h e m e n to r o r c o a c h a n d p r o t é gé s h o u l d a g r e e t h e a s sessment a nd s t a n d a r d s c r i t e r i a t o m e a s u r e t h e p r o g r a m m e s s u c c e s s. T h e o b j e c t i v e (s ), s t a n d a r d t a r g e t ( s ), a s s e s s m e n t a n d e v a l u a t i o n n e e d t o b e c l e a r l y s t a t e d s o t h a t t h e p r o t é g é s a c h i e v e m e n t c a n b e r e v i e wed e a s i l y. 234 Example of coaching programme standard targets and assessment T r a d i t i o n a l l y, f e e d b a c k h a s i n v o l v e d t h e p r o t é gé c o m p l e t i n g a q u es t i on n a i r e. However, f e e d b a c k c a n a l s o b e o b t a i n e d t h r o u g h f o r m a l o r i n f o r m a l d i s c u s s i o ns b e t ween t he p r o t é g é a n d h is o r h er m e n t o r o r c o a c h. T h e r e s u l t s o f t h e p r o g r a m m e s h o u l d b e r e c o r d e d i n a w r i t t e n r e p o r t, a l o n g with a s e t o f r e c o m m e n d a t i o n s a n d pr o t é g é f e e d b a c k. At t h e e n d ( o r b e f o r e t h e e n d ) o f t h e p r o g r a m m e, a l l p r o g r e s s s h o u l d b e c h e c k e d a g a i n s t t h e ag r e e d c r i t e r i a. Usually t h e r e i s a d e - b r i e f i n g s e s s i on b e t ween the mentor or c o a c h a n d t h e p r o t é g é w h i c h s h o u l d : discuss ho w fa r the obj ectives and standar d tar get(s) have bee n met evaluate the overall success of the programme make any further recommendations as n e c e ssary.

236 Example of coaching programme standard targets and evaluation 235 Training the trainer (to be a mentor or coach) An o r g a n i s a t i o n s p e r s on n e l a n d t r a i n i n g d e p a r t m e n t will n e e d t o s e l ec t a n d t r a i n s u f f i c i e n t n u m b e r s o f p e o p l e t o b e m e n t o r s a n d c o a c h e s. T h e r e should b e a n a g r e e d p r o c e d u r e t o s c r e e n a p p l i c a n t s. Not e v e r y b o d y will b e s u i t a b l e. All c a n d i d a t e s m u s t b e i n a p o s i t i o n t o b e r e l e a s e d f r o m t h e i r o wn j o b f u n c t i o n t o m e n t o r o r c o a c h o t h e r s. All successful candi d a t es s h o u l d b e a b l e t o d e mo n s t r a t e : - Strong v e r b a l c o m m u n i c a t i o n s k i l l s ( a b i l i ty t o l i s t e n, g o o d p r e s e n t a t i o n s k i l l s, a b i l i ty t o s u m m a ri s e i n f o r m a t i o n, e x p e r i en c e o f g i v i n g f e e d b a c k ). - G o o d written c o m m u n i c a t i o n s k i l l s ( a b i l i t y t o write b u s i n e s s d o c u m e n ts a n d s u m m a r i s e b r i e f s ). - A working k n o wledge o f m e n t o r i n g a n d c o ac h i n g t o p i c s ( f o r e x a mp l e, a s s e r t i v e n e s s, c o n f l ic t r e s o l u t i o n, l e a d e r s h i p, m a n a g i n g d i f f i c u l t p e o p l e, n e g o t i a t i o n, p r e s e n t a t i o n s k i l l s ). - Previous e x p e r i e n c e i n r u n n i n g t r a i n i n g, m e n t o r i n g o r c o a c h i n g s e s s i o ns ( f o r e x a m p l e, p r e s e n t i n g n e w i d e a s, e n c o u r a g i n g c o l l e a g u e s t o speak, m a n a g i n g d i s a g r e e m e n ts ). A potential mentor or coach will require the following personal qualities: ability to recognise cha n g e s i n m o o d a n d b o dy l a n g u a g e observant ability to maintain con f i d e n t i a l i t y warm and confidence - i n s p i r i n g p e r s o n a l i t y

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