Innovation in Tourism Based Services Rural Development in Tourism www.tuzvo.sk Ing. Magdalena Pichlerova, PhD. Department of Landscape Planning and Design.

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  • Slide 1
  • Innovation in Tourism Based Services Rural Development in Tourism www.tuzvo.sk Ing. Magdalena Pichlerova, PhD. Department of Landscape Planning and Design Faculty of Ecology and Environment Technical University in Zvolen mpichler@vsld.tuzvo.sk
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  • Innovation in Tourism Based Services Rural Development in Tourism - 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
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  • Innovation in Tourism Based Services Rural Development in Tourism
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  • 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)
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  • Innovation in Tourism Based Services Rural Development in Tourism Lecture overview Factors affecting tourism and nature tourism enterprises history present future History and perception of rural areas New products and their quality Rural areas and landscape potential for tourism Characteristics of tourism services
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  • Innovation in Tourism Based Services Rural Development in Tourism The development of urban inhabitants through 18002000
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  • - city our living space for several centuries - Homo sapiens cca 100 000 years ago - the oldest paintings cca 25 000 years ago Innovation in Tourism Based Services Rural Development in Tourism
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  • - shift in genome of human since primeval ages is negligible man is primary a cultural being - Homo erectus Africa, Asia Europe, evolution (pickers, hunters, neolitic agricultural revolution) man is becoming a set mechanizm in ecosystem the responsibility for landscape Innovation in Tourism Based Services Rural Development in Tourism
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  • - 3 development stages of man environment conditions relation - 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 Innovation in Tourism Based Services Rural Development in Tourism
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  • 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 Innovation in Tourism Based Services Rural Development in Tourism
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  • - tourism recorded the greatest development with urbanization and with development of such work that is not directly connected with earth people indirectly searching 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,... Innovation in Tourism Based Services Rural Development in Tourism
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  • Lw, J., Mchal, I., 2003 Innovation in Tourism Based Services Rural Development in Tourism
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  • 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 Innovation in Tourism Based Services Rural Development in Tourism
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  • - nowadays the aesthetic values of the landscape and human relation towards landscape depends on (changes approx. twice in our lifetime): cultural background history life cycles of individuals status at the division of labor / work social status inherited and gained attitude... Innovation in Tourism Based Services Rural Development in Tourism
  • Slide 15
  • rural area - an area outside of cities and towns country, back country, backwoods, boondocks, hinterland - a remote and undeveloped area farming area, farmland - a rural area where farming is practiced geographic area, geographic region, geographical area, geographical region - a demarcated area of the Earth grazing land, ley, pasture, pastureland, lea - a field covered with grass or herbage and suitable for grazing by livestock countryside - rural regions scrubland - an uncultivated region covered with scrub vegetation weald - an area of open or forested country wold - a tract of open rolling country (especially upland) populated area, urban area - a geographical area constituting a city or town
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  • Agricultural land Forests natural environment Water areas flows city Industry core Innovation in Tourism Based Services Rural Development in Tourism rural area country farmland grazing land countryside scrubland weald wold urban area
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  • - potential of the place a motivation to visit a destination - services and the potential create a tourism product - while creating the product following steps can be observed: step1: market research depends on what are the tourists interest, step 2: planning and creation of the product a package of suitable products can be created, the structure of the product, step 3: communication orientation of the product towards costumers, step 4: determination of the price the value is assigned, step 5: distribution distribution organization and propagation of the product, commercialization. Innovation in Tourism Based Services Rural Development in Tourism
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  • Natural potential relief of the landscape geomorphological relief climate waters fauna flora Innovation in Tourism Based Services Rural Development in Tourism depends on
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  • Cultural potential Innovation in Tourism Based Services Rural Development in Tourism depends on cultural-historical remains (cultural facilities, cultural events, sport events)
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  • Innovation in Tourism Based Services Rural Development in Tourism Factors affecting recreation and nature tourism enterprises Natural and socio-economic factors Simpson, M., Pichler, V., Martin, S., Brouwer, R., 2009 Factors related to the population size and density Factors associated with landownership, knowledge, skills and attitudes Factors linked to conservation, protected areas and diversification Factors associated with co-operation, partnership working or competition and funding Factors connected with legislation, regulation and public awareness
  • Slide 21
  • attractiveness Landscape Rural areas safety landscape image (brand) story culture (history) accessability
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  • atractivity - what is attractive ? - lowlands with broad river beds versus high mountain ranges with rugged terrain - landscape with a high heterogenity Innovation in Tourism Based Services Rural Development in Tourism
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  • culture (history) - 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) - natural bariers
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  • Dominant natural bariers Innovation in Tourism Based Services Rural Development in Tourism
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  • image - a key word that characterizes a certain place - every significant characteristic that influences the selection of the destination to be visited Interior of the forest in the Small Carpathians Innovation in Tourism Based Services Rural Development in Tourism
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  • Hungary France
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  • USA Czech republic
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  • Netherlands Greece Egypt
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  • story - visitor can find his way better in a place his is more familiar with, he has some basic information on -the way of interpretation Innovation in Tourism Based Services Rural Development in Tourism - stories and myths
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  • accessability - 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) Innovation in Tourism Based Services Rural Development in Tourism
  • Slide 31
  • - more important over past few years - target group: families, seniors (for them the safety is the top-priority request) Innovation in Tourism Based Services Rural Development in Tourism safety
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  • exploration decline involvement revival consolidation stagnation development time No. of visitors Innovation in Tourism Based Services Rural Development in Tourism
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  • 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 Innovation in Tourism Based Services Rural Development in Tourism
  • Slide 34
  • - increasing No. of visitors - increased influence upon local communities - local inhabitants start to offer services (accommodation) and finds out about the economical advantages Innovation in Tourism Based Services Rural Development in Tourism INVOLVEMENT - way towards commercialization is opened - relation guest host changed to client service provider
  • Slide 35
  • - 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 Innovation in Tourism Based Services Rural Development in Tourism DEVELOPMENT
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  • - 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 Innovation in Tourism Based Services Rural Development in Tourism CONSOLIDATION AND STAGNATION
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  • Innovation in Tourism Based Services Rural Development in Tourism 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...
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  • REVIVAL Innovation in Tourism Based Services Rural Development in Tourism
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  • - visiting or living in (missions) a real knowledge versus building a biography Having knowledge of the culture of the place visited - over the past 150 yrs people have become aware that everything moves - attracting tourists ecotourism versus adventure tourism need for speed and need for thrills - dates back to the early 19 th century - 1820: coal mine in the U.S. was opened for tourism gravity operated train -1842: Thomas Cook Tours package tours encouraging tourism and enjoyment of the natural environment -1869: Pacific Railroad a journey around the world may be possible in 80 days Innovation in Tourism Based Services Rural Development in Tourism
  • Slide 42
  • tourist tales - tourist experience and time (memory) - evidence: postcards, videos, saved ephemera (entry tickets, season passes,...), souvenirs, etc. - vacation adventures becomes stories in which the teller owns the experience - Been there, done that ! Jost Krippendorf (1938-2003), tourism professor and researcher at the University of Bern, Switzerland; one of the founders of the sustainable tourism. When people travel, they experience more freedom, have more contact with nature and with other people and generally have a more interesting time than usual. All of these things represent a gain compared to a normal life and can help reduce life's shortcomings at least temporarily........ many brief moments produce the feeling of satisfaction during the holidays. Jost Krippendorf Innovation in Tourism Based Services Rural Development in Tourism
  • Slide 43
  • how to be a legend and the biography of the tourist - recounted experiences dissolve into family history and legend - the story of the individual's experience shifts to a story of family member's adventures - family legend: the collective family saga summarizing the activities and achievements of family members Innovation in Tourism Based Services Rural Development in Tourism
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  • Forest tourism a remediation to the accelerated sublime issue ? Innovation in Tourism Based Services Rural Development in Tourism
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  • Little Red Riding Hood Rotkpchen Punahilkka Capuccetto Rosso Scufia Roie erven iapoka The story of
  • Slide 46
  • 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 ) Innovation in Tourism Based Services Rural Development in Tourism
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  • wilderness impressions (aesthetical, imaginative,...) Innovation in Tourism Based Services Rural Development in Tourism
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  • - extreme dimensions - structured appearance (monodominant or mixed) Innovation in Tourism Based Services Rural Development in Tourism
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  • learning, science (example of specialized tourism scientific, interpretative) Innovation in Tourism Based Services Rural Development in Tourism
  • Slide 50
  • The poll carried out in 2000 immediately prior to the visit of the Prince of Wales to Badn 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 Dobro Primeval Forest). Innovation in Tourism Based Services Rural Development in Tourism
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  • 1) European Diploma Award; 2) Green diplomacy (media coverage); 3) Open-air forestry museum + proxy trail opening; 4) World Heritage List inscription 1 3 2 4 Innovation in Tourism Based Services Rural Development in Tourism
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  • Possible overexposure issue solved by a proxy trail www.poznajachran.sk/mojchodnik Innovation in Tourism Based Services Rural Development in Tourism
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  • Forests / trees a key landscape component Innovation in Tourism Based Services Rural Development in Tourism
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  • Inner environs of tourism business marketing cie?ov poiadavky produkt kvalita produktu poiadavky produkt kvalita produktu costumers TB target groups costumers demands co-operationcompetition product product quality offer
  • Slide 55
  • - 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 that ensures the co-ordinate use of their primary and secondary offer Innovation in Tourism Based Services Rural Development in Tourism Destination Co-operative management
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  • - 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 reality = expectations = satisfied, but considering it normal reality < expectations = unsatisfied - expectations might be influenced by info gained before (own experience, experience of friend, relatives, information materials, web, newspapers,..... - but also by prices ~ quality does not necessary be an equivalent of luxury ~ Innovation in Tourism Based Services Rural Development in Tourism
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  • - 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 Innovation in Tourism Based Services Rural Development in Tourism Image before Info before Reserva- tion Info before Info before Info before Contact after and memo- reis leaving Infra- structure Attra- ctions Places to eat Places to stay
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  • costumer employee relation Personality of the employee Innovation in Tourism Based Services Rural Development in Tourism
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  • Oh, very funny! Wed still like some, however its pronounced. Innovation in Tourism Based Services Rural Development in Tourism
  • Slide 60
  • People search for places where they can rest: rural country, seaside, mountains Marcus Aurelius Ta eis heauton (Thoughts to myself - Meditations)
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  • Thank you for your attention !

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