competitivtur - a strategic approach to benchmark the … · 2019-12-03 · 08-07-2011 1...

08-07-2011

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COMPETITIVTUR - A Strategic Approach to Benchmark the

Competitiveness of Algarve Destination

Fernando Perna, Maria J. Custódio

CIITT – University of Algarve

[email protected]

Financial support :

NECSTouR Conference, Faro (Portugal)

June, 30 / July, 01 - 2011

COMPETITIVTUR Research Group

Fernando Perna

Regional Economics

Maria João Custódio

Management and Destination Image

Pedro M. Gouveia

Econometrics

Vanessa Oliveira

Data Research

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Competitiveness Perspectives (Dwyer and Kim, 2003: 371)

Comparative Advantage and/or

Price Competitiveness Perspective

Strategy and Management

Perspective

Historical and Socio-cultural

Perspective

Bellak, 1993; Cartwright, 1993; Durand & Giorno,

1987; Fagerberg, 1988; Fakiolas, 1985; Hilke &

Nelson, 1988; Hodgetts, 1993; Porter, 1990;

Rugman, 1991; Rugman & D’Cruz, 1993.

Day & Wensley, 1988; D’Cruz & Rugman, 1993;

Ghoshal & Kim, 1986; Grant, 1991; Kogut, 1985;

Mahmound et al., 1992; Mahoney & Pandian, 1992;

Mathur, 1992; Parsons, 1983; Peters, 1988; Porter,

1985, 1990, 1999; Porter & Millar, 1985; Powell,

1992; 1992b; Yip, 1989.

Aaker, 1989; Franke et al. 1991; Hofstede, 1980,

1983; Hofstede & Bond, 1988; Kennedy, 1987; Porter

et al. 2001.

Perna, F.; Custódio, M.J.; Gouveia P.; Oliveira, V. (2011)

“Have something (different) to sell and

let the world know you have that.”Prof. Larry Dwyer

Competitiveness Application

In COMPETITIVTUR Workshop and Conference:

TOURISM COMPETITIVENESS ON MATURE DESTINATIONS: AN

EMPIRICAL APPROACH. FARO AND VILAMOURA: OCTOBER, 29 /30, 2010


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In what can a destination be different?

Competitive Advantage

“Resulting from value-added

activities by firms and

organizations” will relate to

“construct” elements like tourism

infraestructure, events, government

policy (…)” Dwywer and Kim (2003: 372).

Comparative Advantage

Would relate to inherited or

endowed resources such as

climate, scenary, flora, fauna, (…)”Dwywer and Kim, (2003: 372)..

• Competitive in relation with what?

• Which elements should be taken in account to evaluate? Beds, overnights, quality,

image, receipts, products, RevPAR, demographic growth…?

• Those elements are constants or dependents of the TALC?


Key Factors for Destination CompetitivenessPoon (1993) in Dwyer and Kim (2003: 375)

“Put the environment first

Make tourism a leading sector

Strengthen the distribution

channels in the market place

Built a dynamic private sector”.

Algarve?Some concepts development and

examples tomorrow at COMPETITIVTUR

presentation [July, 1 - 10:30am session]


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Put the environment first




Built a dynamic private sector Fonte: Junta de Freguesia da Fuzeta







Built a dynamic private sector Fonte: Junta de Freguesia da Fuzeta

Voted the World’s Best Golfing Destination several times by the IAGTO (International Association of Golf Tour Operators) (...).

Golf courses in the Algarve are blessed with a well-preserved natural setting , which allows you to play all year round on internationally recognised courses (...) Among the factors that make the Algarve a top golfing destination are its environmental setting , quality courses, accessibility (...).

in www.visitalgarve.pt


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Key Factors for Destination CompetitivenessAlgarve Examples

Fonte: Junta de Freguesia da Fuzeta

T&T Industry GDP 47,4%



Built a dynamic private sector











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THE WRC VODAFONE RALLY OF PORTUGAL

IMPACT STUDY REPORT ON TOURISM

ECONOMICS AND DESTINATION IMAGE:

LISBON, LOWER ALENTEJO AND ALGARVE -

2011 EDITION


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CategoriesAdapted from Dwyer and Kim (2003)

Hard IndicatorsAdapted from Crouch et al. (2000)

Soft Indicators Adapted from Crouch et al. (2000)

“Resources” Number of moorings

Number of golf courses

Number of beds

Number of direct flights

Occupation Rate

Climate

Urban cleanliness

Image and quality of life

Service quality (satisfaction)

Airports

Tourism for All

Accessibility

“Destination

Management”

Monitoring of tourism activities

Monitoring of marketing activities

Investment promotion vs ROI

Effectiveness of the positioning

Knowledge of competing products

“Situational Conditions” Distance to major markets

Accommodation prices

Air fares

Exchange rates

Security

“Demand” Destination awareness Destination perception

Consumer preferences

“Market” Overnight stays

Market share

Visitors expenditure

Price index

Image and Quality of Life

Models and Indicators for Competitiveness EvaluationExamples


2,5

3,0

3,5

4,0

4,5

5,0Rede de Transportes

Nível geral de preços

Hospitalidade da população

Qualidade nos serviços

Sinalética

Vida nocturna

Animação

Paisagem

Segurança em termos gerais

Serviços de Saúde

Património e eventos culturais

Gastronomia

Limpeza urbana

Oportunidade de Compras

Informação turística

Ordenamento Urbano

Conservação dos espaços públicos

Em termos gerais como classificaPortimão

Rede de TransportesNível geral de preços

2,5

3,0

3,5

4,0

4,5





Sinalética

Vida nocturna

Animação

Paisagem


Serviços de Saúde


Gastronomia

Limpeza urbana



Ordenamento Urbano



Residentes Portugueses Não Residentes

2,5

3,0

3,5

4,0

4,5





Sinalética

Vida nocturna

Animação

Paisagem


Serviços de Saúde


Gastronomia

Limpeza urbana



Ordenamento Urbano



Residentes Portugueses Não Residentes EstrangeirosResidentes Portugueses Não Residentes Estrangeiros

1 - Muito Mau

a

5 - Muito Bom

0,0

0,5

1,0

1,5

2,0




Qual idade nos serviços

Sinalética

Vida nocturna

Animação

Pai sagem


Serviços de Saúde


Gastronom ia

Limpeza urbana


Informação turís tica

Ordenamento Urbano



Desvio Padrão

Escala

Cognitive Image of PortimãoResidents, National and Foreign Visitor - 18 Attributes Model Custódio, Perna and Gouveia (2009)


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CategoriesAdapted from Dwyer and Kim (2003)

Hard IndicatorsAdapted from Crouch et al. (2000)

Soft Indicators Adapted from Crouch et al. (2000)

“Resources” Number of moorings

Number of golf courses

Number of beds

Number of direct flights

Occupation Rate

Climate

Urban cleanliness

Image and quality of life

Service quality (satisfaction)

Airports

Tourism for All

Accessibility

“Destination

Management”

Monitoring of tourism activities

Monitoring of marketing activities

Investment promotion vs ROI

Effectiveness of the positioning

Knowledge of competing products

“Situational Conditions” Distance to major markets

Accommodation prices

Air fares

Exchange rates

Security

“Demand” Destination awareness Destination perception

Consumer preferences

“Market” Overnight stays

Market share

Visitors expenditure

Price index

Models and Indicators for Competitiveness EvaluationExamples

Competitiveness Evaluation

Where is the Starting Point?

--- Tourism Area Life Cycle ---


How Many are To Many?

Photo: Fernando Perna


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17Photo: © Fernando Perna

Renovação

INTERVALO CRÍTICO DE Estagnação ELEMENTOS DE CAPACIDADE Consolidação

Declínio

Desenvolvimento

Envolvimento

Exploratória

Tempo

Núm

ero

de tu

rista

s

Tourism Area Life Cycle (TALC)


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wt = vt / m

Algarve Tourism Area Life CycleStage Indicators

Renovação


Declínio

Desenvolvimento

Envolvimento

Exploratória

Pe

rna

, C

ust

ód

io e

Go

uv

eia

(2

01

0)


DestinationLife CyclePosition

Málaga Tourism Area Life CycleStage Indicators

Pe

rna

, C

ust

ód

io e

Go

uv

eia

(2

01

0)


wt=

vt/

m

Renovação


Declínio

Desenvolvimento

Envolvimento

Exploratória


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wt=

vt/

mBalearic Islands Tourism Area Life Cycle

Stage Indicators

Pe

rna

, C

ust

ód

io e

Go

uv

eia

(2

01

0)


Renovação


Declínio

Desenvolvimento

Envolvimento

Exploratória


wt=

vt/

m

Barcelona Tourism Area Life CycleStage Indicators

Pe

rna

, C

ust

ód

io e

Go

uv

eia

(2

01

0)


Renovação


Declínio

Desenvolvimento

Envolvimento

Exploratória

Destination Life Cycle Position

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wt=

vt/

mHuelva Tourism Area Life Cycle

Stage Indicators

Pe

rna

, C

ust

ód

io e

Go

uv

eia

(2

01

0)


Renovação


Declínio

Desenvolvimento

Envolvimento

Exploratória

Destination Life Cycle Position

COMPETITIVTUR Tourism Competitiveness Index

Model

Indicators and Territories


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The COMPETITIVTUR Indicators10+1 Indicators at NUT II Level

Hospitality Seasonality (overnights)

Hospitality MarketAdjustment (∆overnights vs. ∆beds)

Market Diversification by Origin

Hospitality Occupancy RateHospitality Prices High Season

Golf (holes)

Marinas/Yachting (berths)

Tourism Demand Social Density (nights vs. inhabitants)

Tourism Infrastructure Density (beds vs. Inhabitants)

Resources (and Products)Markets

Destination Management / Situational Conditions / Demand

Hospitality Prices Season Gap (High and Low Season)

The Impact of EU

Regional Funds on the

Algarve Tourism Sector

Competitiveness:


Fonte: www.mapas-espana.com

COMPETIVTUR, Posicionamento EspacialCOMPETIVTUR, Posicionamento EspacialCOMPETIVTUR, Posicionamento EspacialCOMPETIVTUR, Posicionamento EspacialAlgarve e Costa Mediterrânica de EspanhaAlgarve e Costa Mediterrânica de EspanhaAlgarve e Costa Mediterrânica de EspanhaAlgarve e Costa Mediterrânica de Espanha

The COMPETITIVTUR TerritoriesIberian Mediterranean NUT II (Algarve + 12)


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Results by Each Indicador

Examples

2009 Data


COMPETITIVTUR: Tourism Demand Social Density

Annual nights by inhabitant

Tourism Demand Social Density ≥ 10

Baleares Tarragona

Algarve Málaga

Girona


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COMPETITIVTUR: Hospitality Market Adjustment2007/2009

Short Medium

Term Danger Zone

2

3π4

7π

π2


COMPETITIVTUR: Hospitality Prices High SeasonTop 10 4* Hotels at Booking.com / Average Prices

Hotel Prices: 1 Week, Double Room with breakfast

Balearic the most expensive followed by Malága.

Algarve above the average.


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COMPETITIVTUR: …


(…)


Global Results2009 data


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COMPETITIVTUR Tourism Competitiveness IndexFull 14 Regions Model


COMPETITIVTUR Tourism Competitiveness Index6 Regions Model (Algarve + 1)

TotalSeasonality

Hospitality

Market

Adjustment

Tourism

Infracture

Density

Market

Diversificat.

by Origin

Occupancy

Rate

Hospitality

High Season

Prices

Hospitality

Price Season

Gap

Golf Holes

by 1000

Inhabitants

Marina

Berths by

1000

Inhabitants

Tourism

Demand

Social

Density

4

1

2

0

0

7

4

1

0

2

3

4

1

Balearic Islands

Tarragona

Girona

Barcelona

Castellón

Valencia

Alicante

Múrcia

Málaga

Huelva

Granada

Cádiz

Almería


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COMPETITIVTUR Tourism Competitiveness IndexAlgarve


COMPETITIVTUR Tourism Competitiveness IndexAlgarve vs. Málaga


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COMPETITIVTUR Tourism Competitiveness IndexMálaga vs. Balearic


COMPETITIVTUR Tourism Competitiveness IndexAlgarve vs. Málaga vs. Balearic


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COMPETITIVTUR Tourism Competitiveness IndexAlgarve vs. Huelva


COMPETITIVTUR Tourism Competitiveness IndexAlgarve vs. Girona


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COMPETITIVTUR Tourism Competitiveness IndexAlgarve vs. Tarragona


COMPETITIVTUR Tourism Competitiveness IndexAlgarve vs. Girona vs. Tarragona vs. Huelva


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COMPETITIVTUR Tourism Competitiveness IndexAlgarve vs. Most Similar 5 Regions


COMPETITIVTUR Tourism Competitiveness IndexGlobal Provisional Results

Max. 10

Discussion: The weight of each indicator in the global model.


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Obrigado pela atenção !

Thank you for your attention !

Financial support :

competitivtur - a strategic approach to benchmark the … · 2019-12-03 · 08-07-2011 1...

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