spa-development strategy of the south great plain and vojvodina - train of thoughts schwertner...
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Spa-development strategy of the South Great Plain and Vojvodina -
train of thoughts
Schwertner Jánosexpert
University of Szeged
Cooling Cubes workshop
Novi Sad – Újvidék 2014. április 16.
Main goals of the strategy:
goals:1. Coordinated development of spas in the South Great Plain
and in Vojvodina.2. Coordination in development strategy between wellness-
and medical culture.3. Bigger role of spas in employment and income generation.4. Improvment of health condition of local population.5. Creating CC feeling.6. All in all, improving the touristical offer of two regions.
Good relationship between Hungarian and Serbian people.
Condition of strategic creation
• political will• intention for coopreation between the two
countries• supply in Hungary• demand in Serbia
• there is no experience in cooperation• we are neither investors nor decision makers
Disharmony in supply and demand
South Great Plain
• positive natural conditions• common development in
medical and wellness• a lot of spa, though in different
quality• saturated domestic demand• strong and growing foreign
demand• remarkable development
sources
Vojvodina
• positive natural conditions• different development in
medical and wellness• deficiency in condition of spas
• strong domestic demand• modest but growing foreign
demand• lack of sources
Services
Development environment
South Great Plain• positive political will• plan supply• more secure ownership• secure operational
background• qualitative development• remarkable development
sources: EU, Széchenyi Plan
• development experiences
Vojvodina• positive political will• plan supply• insecure ownership• insecure operational
background• quantitative and
qualitative development• lack of development
sources• lack of experiences in
development
Spa attendance
South Great Plain 2.370.000
Vojvodina 760.000
CC area 3.130.000
Development scenarios - range of speeds
• value preservation - Értékőrzés– Kanjiža, Szeged Anna fürdő
• step by step development - Lépésről-lépésre fejlesztés– Mórahalom
• Explosive– Szeged Aquapolis, Bački Petrovac
Development scenarioscentre-periphery
• downtown - Városközpont– Temerin, Makó
• edge city - Város széle– Ada,Tiszakécske
• green field - Zöld-mező– Apatin, Bački Petrovac
Development scenarios medical – wellness
• emphasis on wellness - Wellness súlypont– Bački Petrovac
• emphasis on medical - Gyógy súlypont– Apatin
• mixed - Vegyes– Bečej
Development scenarios
according development policy
• voluntarist - result eredmény
• liberal - capital tőke
• network-based - supply ellátás
• value-based - service szolgáltatás
Basically we consider project CC as a learning process so we would like a value-based development.
Development scenarios target audience
chosen group– gender– religion– age– partner team– medical condition– everybody
Currently each spa wants to be „omnivorous”
Development scenarios market
• local
• Ásotthalom, Senta
• regional
• Temerin,Tiszakécske
• sub-regional
• Makó, Bački Petrovac,
Strategic suggestionfor the whole area
• Methodology
• Networking
• Institutionalization
• Marketing
Strategic suggestion I.
• Methodology:– Information collecting according CC method
Question: who and where should be the data administrator?– Information organization according CC
method
Question: who should work?
Strategic suggestion II.
Methodology– Collecting new information, methodological
renewal, research• new information: e.g. wifi access, social insurance
information, real estate information, other currently unknown aspects
• methodology: to be developed – new project
Question: who should work?
Strategic suggestion III.
Networking
• partnership network
• connection of each CC partner– information transmission: how?
1. bottom up
2. bottom up and top down
3. networked – as torrent method
Strategic suggestion IV.
Networking• creation of user networks
create a group of residents using the spa
– facebook– teams– groups– clubs
Strategic suggestion V.
Networking• how to keep in touch
– use the existing clusters » Dél-alföldi Termálklaszter» KLASTER ZDRAVSTVENOG TURIZMA
VOJVODINE – meeting once a month– integration to existing systems
» planner groups» professional groups in healthcare» TDM touristical management groups» non-profit networks» wellness and medical culture» Lion’s, Rotary clubs
Strategic suggestion V. continuance
Networking• how to keep in touch
– connection between universities» Novi Sad – Szeged» (need of professional renewal both in theoretical
and practical fields)
Strategic suggestion VI.
Institutionalization• CC committee
– owners– operators– users
• management (3 people)– every year a new manager – 2 years preparation time for managers– learning process
Strategic suggestion VII.
Institutionalization• Theoretical Methodological Centre
– research, methodologies, applications» universities?
• Practical Methodological Centre– in one place (if possible) for the sinergistic
effects. Education of specialists in connection of spa culture:
» e.g. doctor, masseur, energetic, animator, marketing manager, media manager
– quality Assurance
Strategic suggestion VIII.
Marketing1. to know each other2. partners recommendations
– furthest– non-competitor– common owners– common visitors– profession– common interests
Strategic suggestion IX.
Marketing3.common packages
• spa + touristical
• spa + touristical + gastronomy
• spa + touristical + gastronomy + culture
• spa + touristical + gastronomy + culture + spa
4.common image logo, feeling, conferences, objects
Strategic suggestion X.
Marketing
5. Common appearance» exhibitions» markets» leaflets» advertising» literature» films
Šurda
A possible scenario• Surda the water quality controller is having fun in the
Plava Frajla inn of Novi Sad.• His boss is looking for him in the whole town. • He finds him and says: because of EU connection his
current job changes, in the future he has to control the quality of Hungarian spas’ water.
• His hungarian colleague will get his former job in Serbia.
Cut
Think more…
