Wellbeing, Innovation Wellbeing, Innovation and Responsibility in and Responsibility in

TourismTourism

Tamara Rátz, PhDKodolányi János University of

Applied Sciences

Hungary

Research supported by the Bolyai János Scholarship of HAS

Research backgroundResearch background

• 3-year research project – Creativity and its added value in niche tourism – following and creating trends in Hungary

• Niche tourism in Hungary

– Destination-specific concept?

– Transformation of traditional products

• Demand for niche tourism products

• Success factors in niche tourism development

– From idea to product (guiding as a case study)

• Lessons to learn for increasing competitiveness

The dimensions of wellbeingThe dimensions of wellbeing

Rahman et al 2005

Tourism

•Tourists

•Residents

•Entrepreneurs

•Employees

Responsible tourismResponsible tourism

• Minimises negative economic, environmental and social impacts• Generates greater economic benefits for local people and

enhances the well being of host communities, improves working conditions and access to the industry

• Involves local people in decisions that affect their lives and life chances

• Makes positive contributions to the conservation of natural and cultural heritage embracing diversity

• Provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues

• Provides access for physically challenged people• Is culturally sensitive, encourages respect between tourists and

hosts, and builds local pride and confidence• Is integrated in the local ecosystem (Cape Town Declaration on

Responsible Tourism in Destinations, 2002)

Responsible tourismResponsible tourism

• Location?

• Tourist product?

• Attitude?

• Behaviour?

• Taking responsibility for one’s (whose?) actions

The transformation of tourismThe transformation of tourism

• Dynamic transformation of the market

• Global trends homogenisation

diversification

• Uniqueness + quality = competitiveness

• Need for innovation– Network co-operation– Involvement in trade associations– Co-creation – the role of customers

• Some obstacles of innovation in tourism– SMEs, lack of resources– Risk of imitation

Niche tourismNiche tourism

Source: Anderson 2004

New growth:

Niches (products and segments)

Specialisation

Tailor-made services

Opportunities for small-scale development

Alternative guiding in Budapest - Alternative guiding in Budapest - Research methodsResearch methods

• Content analysis of websites

• Interviews with owners– Core idea, main principles, development of company,

transformation of original idea, operational issues, customer profiles, competition, co-operation

• Interviews with guides– Guide background, development of tours, guest

feedback

• Observation – participation in tours– Principles in practice, interactions with guides,

flexibility, itineraries

Traditional Budapest tourTraditional Budapest tour

Alternative guiding in BudapestAlternative guiding in Budapest

• BudapestUNDERGUIDE (2005)• Budapest Beyond (2007)• UniqueBudapest (2008)• ImagineBudapest (2008)• BudapestScenes (2010) • „Kulturista – Cooltourist”

„Association of Alternative Urban Explorers”

• Unique, urban, creative, high quality, flexible, individual, professional, original, complex, discovery

Alternative guiding in BudapestAlternative guiding in Budapest

• Innovation = Idea

• Implementation of idea

– Development of services

– CSR projects

Responsibility

Wellbeing

Alternative guiding Alternative guiding servicesservices

• Extending services to the corporate market

• International and Hungarian customers

• Competition vs co-operation • Differentiation

– From existing sightseeing programmes

– From standard itineraries– Within the alternative guiding

market

DifferentiationDifferentiation

• Themes– Delicatessen, art nouveau,

Bauhaus, fashion and design, bridges, kids, urban decay, WW2, socialism, secret gardens, crime etc.

• Target segments

• Locations– Varied – but in the whole city

• Activities, services– Level of personalisation– MICE, team building, CSR events

Social responsibilitySocial responsibility

Social responsibilitySocial responsibility

Social responsibilitySocial responsibility

Social responsibilitySocial responsibility

External factors of developmentExternal factors of development

• Technological environment

– Contact, communication

– Feedback

– Shaping demand

• Increasing number of experienced tourists

Internal factors of successInternal factors of success

• Human factor

– Owners’ vision (background!)

– Guides’ commitment to quality, personality, knowledge

• (Marketing) communication

• Creativity, ability to expand and renew services, create surprises

Thank you for your attention!