innovation in nature based tourism services ing. magdalena pichlerova, phd. department of landscape...

Innovation in Nature Based Tourism Services

Ing. Magdalena Pichlerova, PhD.

Department of Landscape Planning and Design

Faculty of Ecology and Environmental Sciences

Technical University in Zvolen, Slovakia

www.tuzvo.sk

Qualitative considerations of factors affecting recreation and nature tourism enterprises

[email protected]

http://www.ruf.rice.edu/~evolve/images/emailIcon.png


- PhD. in Ecology

- teacher, researcher and vice-dean for foreign affairs and development at the FEES

- nomination project „Beech Primeval Forests Of the Carpathians“ inscribed

on the List of UNESCO WNH in 2007

- project of the Foreign Commonwealth Office – dynamic visualization of the landscape

- invitation to the Highgrove Arboretum by Prince of Wales, initiative of elm introduction

About me

Man is a being that constantly transforms the landscape: it is the only species that

changes his living space purposely for no other reason

than to satisfy his aesthetic delights.

(Nan Fairbrother - The Nature of Landscape Design, 1974)


Lecture overview

Factors affecting tourism and nature tourism enterprises

history

present

future

Why recreation / tourism ?

New products and their quality

Characteristics of tourism services


year No. of inhabitants in mil.

share of urban inhabitants in mil. in %

1800 978 27 3,01850 1,171 75 6,41900 1,650 219 13,61950 2,485 704 28,21970 3,636 1,352 37,11980 4,453 1,776 39,91990 5,248 2,286 43,62000 6,079 2,952 48,2

The development of urban inhabitants through 1800–2000


- city – our living space for several centuries

- Homo sapiens – cca 100 000 years ago

- the oldest paintings – cca 25 000 years ago


• shift in genetics of human since primeval ages is negligible, man is primary a cultural being

• culture – the term used for agricultural land and its „cultures“

• collo, collere, cultum = to dwell, to cultivate, to take care, as well as to worship

• Homo erectus – Africa, Asia – Europe, evolution (pickers, hunters, neolitic agricultural revolution) – man is becoming a set mechanizm in ecosystem – the responsibility for landscape


- 3 development stages of man – environment conditions relation

1st era 3rd era2nd era- fight for existence - man gradually

empowers nature to the degree depending upon

his knowledge of production (tools),

- nature exploatation

→

- era of one-way use of resources

- era of universal man development


human experience

living in landscape (nature)

(fixed in humankind genome)

man – a part of ecosystem

landscape = home

landscape = a place where we stop by sometimes

man – managing ecosystem


- tourism recorded the greatest development with urbanization and with development of such work that is not directly connected with earth – people indirectly search for the reunion with nature

- sport, stress elimination from a big city life – escape from the city, clean air, connection with nature, enjoying sceneries, fishing, relax, . . .


Löw, J., Míchal, I., 2003


• untached nature

• bare land, uncultivated, uninhabited

• part of a garden or natural reservation

• strict natural preserve, the area of intact nature, left

for the purposes of research and to protect intact

nature (def. IUCN)


• „garden“

• the result of cooperation between a farmer and nature

• a synonym of unforested land


• fortress?, market place?

• centers of secular and spiritual power

• market with relics

• place for crafts


Agricultural land

Forests

natural environment

Water areas

flows

city

Industry

core

rural area

country

farmland

grazing land

countryside

scrubland

weald

wold

urban area


Natural potential

relief of the landscape

geomorphological relief

climate

waters

fauna

flora

depends on


Cultural potential

depends on

cultural-historical remains

cultural facilities, cultural events

sport events


attractivity

LANDSCAPE

safety

landscape „image“ (brand)

story

culture (history)

accessibility

Factors affecting recreation and nature tourism enterprises


ATTRACTIVITY

- what is attractive ?

- lowlands with broad river beds versus high mountain ranges with rugged terrain

- landscape with a high heterogenity


- culture of a certain place reflects its

historical development

- the place has the information on

custums, typical crafts, traditions,

language - genius loci, the spirit of a place

(evokes a certain feelings of the visitor)

CULTURE (HISTORY)


Dominant natural barriers


„IMAGE“

- a „key word“ that characterizes a certain place

- every significant characteristic that influences the selection of the destination to be visited


Hungary

France

USA

Czech republic

Netherlands

GreeceEgypt

Finland

Austria

Italy

Bulgaria

Interior of the forest in the Small Carpathians (Slovakia)

Slovakia

Romania

QUESTIONNAIRE – ROMANIA

Age category Male Female

up to 15 0 % 0 %

up to 25 19 % 29 %

up to 35 38 % 29 %

up to 45 24 % 29 %

up to 55 9 % 9 %

up to 65 5 % 2 %

more than 65 5 % 2 %

Knowledge of the capitol city: MEN 100 % WOMEN 87 %


Have you ever visited Romania ?

YES: 61 % YES: 35 %

NO: 39 % NO: 65 %

once: 69 %

more than once: 31 %

once: 36 %

more than once: 64 %


The main motivation for the visit ?

Would you recommend the visit to Romania to your friends ?

69 % :: recreation, culture, hiking, sport :: 73 %

31 % :: working trip :: 27 %

100 % yes 82 % yes

Do you plan revisit Romania ?

100 % yes 82 % yes


39 % men and 65 % women that have not visit Romania yet:

Do you plan visit Romania ? Yes: 38 %No: 38 %I don´t know: 24 %

Yes: 45 %No: 445 %I don´t know: 10 %


Romania associations

visiting:

nature, cultural heritage, the Carpathians, mountains, wilderness, Dracula (1 answer), „Oncesa“ paté, the sea, dogs, traditional way of life, churches, freedom, Transilvania, darkness, Caucescu, bad roads

non-visiting:

nature, cultural heritage, the Carpathians, mountains, sheep, cheese, Dracula (10 %), the sea, dogs, Caucescu, nothing, unknown country


- visitor can find his way better in a place his is more familiar with, he has some basic information on

- the way of interpretation

- stories and myths

STORY


ACCESSIBILITY

- one of the main assumptions for tourism development

- generally: I will not go to the places I can not get to, EXCEPT the target group that looks

for adventure)


- more important over past few years

- target group: families, seniors (for them the safety is the top-priority request)

SAFETY


- landscape potential is a motivation to visit a destination

- services and the potential create a tourism product


Inner environs of tourism business

marketing Øcie?ové

Ø požiadavky

Ø produkt

Ø kvalita produktu

Ø požiadavky

Ø produkt

Ø kvalita produktu

Ø

costumers

TB target groups – costumersdemands

co-operation competition

productproduct quality

offer


- destination does not have to necessary offer „everything“ and to „everybody“

- depends on the target goup, what are its requiremetns

- measure that synchronizes interest within the destination

- it should secure a succes in the destination place

- the system of co-operation and co-ordination of stakeholeders ensuring the co-ordinate use of their primary and secondary offer

Destination

Co-operative management


- the experience of the costumer can be explained using the model of „VALUE CHAIN“

- the worst service influences the final satisfaction of the costumer

- each ring of the chain is important

Image before

Infobefore

Reserva-tion

Trans-port

arriwalWell-come

Contact after and

memo-ries

leaving Infra-structure

Attra-ctions

Places to eat

Places to stay


- one of the important characteristics for the product to be wanted is its QUALITY

- consumer is satisfied getting the value for the money

- the result, whether consumer is satisfied or not depends on the difference

between the reality and expectations:

reality expectations

very satisfied

satisfied

unsatisfied

~ qua

lity

does

not

nec

essa

ry h

as to

be a

n eq

uiva

lent

of l

uxur

y ~


- quality of the product (service) always depends on the employee

- psychology of the employee can be characterised as follows:

„my enterprise and me want to serve our guests“

costumer employeerelation

satisfied or unsatisfied

Personality of the employee


„Oh, very funny! We´d still like some, however it´s pronounced.“


exploration

decline

involvement

revivalconsolidation

stagnation

development

time

No.

of v

isito

rsInnovation in Nature Based Tourism Services

EXPLORATION

- exploration of the area

- No. of visitors is small

- visitors are willing to accomodate to

local conditions (language, culture, etc.)

- no commercial acgtivities are

organised

- visitors are welcomed

- influence upon social environment is

small, visitor is considered a guest


- increasing No. of visitors

- increased influence upon local

communities

- local inhabitants start to offer

services (accommodation) and finds

out about the economical

advantages

INVOLVEMENT

- way towards commercialization is opened

- relation guest – host changed to client – service provider


- attractivity and popularity of

the place results into increase of

No. of visitors

- the area is becoming a tourist

attraction in a real sense

- changes in the spatial structure

of the place

- visiting the place is a

commercial activity

DEVELOPMENT


- No. of visitors stabilizes

- the attractivity of the place („boom“) gradually decreases

- entrepreneurs are oriented more on widening their services or they even

lower the prices to attract more (or new) clients

- need for innovation and new products

CONSOLIDATION AND STAGNATION


DECLINE

- loss of interest in the place, it is becoming more uniform and less attractive

- devastation of the environment of the place (erosion, deterioration of

buildings, etc.)

BUT

- overcoming the stagnation may result in further development of the place

leading to its . . .


REVIVAL


Recreational area

- requires the quality of the environment

- acts as a feature negatively influencing the environment

prof. Jost Kripenndorf

„Landschaftsfresser“

Forest / nature tourism – a remediation to the accelerated sublime issue ?


Acceleration:

1. Making quicker; being made quicker.

2. Rate of velocity per time unit, as with falling bodies.

Sublime:

1. Of the most exalted kind, so distinguished by elevation or size or nobility or grandeur or other impressive quality as to inspire awe and wonder.

2. Extremely good, beautiful and enjoyable.


Little Red Riding Hood

Rotkäpchen

Punahilkka

Capuccetto Rosso

Scufița Roșie

Červená Čiapočka

The story of


• CULTURAL AND HISTORICAL CONTEXTS

– Herodotus (country full of bees...)– Tacitus (Hercynean forest...)– Origenes (trees in us, symbols ...)– St. Bernard from Clairvaux (you will never learn in school...)– Simon Schama, Ethan Matt Kavaler (Arboreal Gothic)– Czeslaw Milosz, Mateolli and many others

(inspiration)


• WILDERNESS • IMPRESSIONS ... aesthetical, imaginative,...


... extreme dimensions .... ... structured appearance (monodominant or mixed).


• LEARNING, SCIENCE(example of specialized tourism – scientific, interpretative)


The poll carried out in 2000 immediately prior to the visit of the Prince of Wales to Badín Primeval Forest showed that 4% of adults taking part in the poll were able to name a primeval forest in Slovakia (a large majority of them mentioned the Dobroč Primeval Forest).


1) European Diploma Award2) Green diplomacy (media coverage)3) Open-air forestry museum + proxy trail opening 4) World Heritage List inscription

1994 1996 1998 2000 2002 2004 2006 2008

Year

200

400

600

800

1000

1200

1400

1600V

isit

or

No

s.

1

32

4


www.poznajachran.sk/mojchodnik

Landscape and forests of Pustý hrad


Possible overexposure issue solved by a proxy trail


http://www.ecosystems.sk/pages/news29.html

Forests – a key landscape component




Vistas – the interactive map


“People search for places where they can rest: rural country, seaside, mountains”

Marcus Aurelius – Ta eis heauton (Thoughts to myself - Meditations)


Thank you for your attention !

innovation in nature based tourism services ing. magdalena pichlerova, phd. department of landscape...

Documents

tourism services phd

tourism services ing

nature sport

nature of landscape

landscape innovation

nature exploatation

me2 innovation

existence man