innovation in nature based tourism services ing. magdalena pichlerova, phd. department of landscape...
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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
Innovation in Nature Based Tourism Services
- 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)
Innovation in Nature Based Tourism Services
Lecture overview
Factors affecting tourism and nature tourism enterprises
history
present
future
Why recreation / tourism ?
New products and their quality
Characteristics of tourism services
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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
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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
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• 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
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- 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
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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
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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 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, . . .
Innovation in Nature Based Tourism Services
• 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)
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• „garden“
• the result of cooperation between a farmer and nature
• a synonym of unforested land
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• fortress?, market place?
• centers of secular and spiritual power
• market with relics
• place for crafts
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Agricultural land
Forests
natural environment
Water areas
flows
city
Industry
core
rural area
country
farmland
grazing land
countryside
scrubland
weald
wold
urban area
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Natural potential
relief of the landscape
geomorphological relief
climate
waters
fauna
flora
depends on
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Cultural potential
depends on
cultural-historical remains
cultural facilities, cultural events
sport events
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attractivity
LANDSCAPE
safety
landscape „image“ (brand)
story
culture (history)
accessibility
Factors affecting recreation and nature tourism enterprises
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ATTRACTIVITY
- what is attractive ?
- lowlands with broad river beds versus high mountain ranges with rugged terrain
- landscape with a high heterogenity
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- 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)
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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
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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 %
Innovation in Nature Based Tourism Services
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 %
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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
Innovation in Nature Based Tourism Services
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 %
Innovation in Nature Based Tourism Services
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
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- 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
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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)
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- more important over past few years
- target group: families, seniors (for them the safety is the top-priority request)
SAFETY
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- landscape potential is a motivation to visit a destination
- services and the potential create a tourism product
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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
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- 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
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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
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
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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
satisfied
unsatisfied
~ qua
lity
does
not
nec
essa
ry h
as to
be a
n eq
uiva
lent
of l
uxur
y ~
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- 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
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„Oh, very funny! We´d still like some, however it´s pronounced.“
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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
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- 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
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- 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
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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
CONSOLIDATION AND STAGNATION
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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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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 ?
Innovation in Nature Based Tourism Services
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.
Innovation in Nature Based Tourism Services
Little Red Riding Hood
Rotkäpchen
Punahilkka
Capuccetto Rosso
Scufița Roșie
Červená Čiapočka
The story of
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• 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)
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• WILDERNESS • IMPRESSIONS ... aesthetical, imaginative,...
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... extreme dimensions .... ... structured appearance (monodominant or mixed).
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• LEARNING, SCIENCE(example of specialized tourism – scientific, interpretative)
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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).
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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
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www.poznajachran.sk/mojchodnik
Landscape and forests of Pustý hrad
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Possible overexposure issue solved by a proxy trail
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Forests – a key landscape component
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“People search for places where they can rest: rural country, seaside, mountains”
Marcus Aurelius – Ta eis heauton (Thoughts to myself - Meditations)
Innovation in Nature Based Tourism Services