tourism added value chain and marketing mix
DESCRIPTION
Republic of GeorgiaTRANSCRIPT
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TGM Project
Tourism Workshop 1Value added chain & Marketing Mix
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Agenda
Presentation of participants Goals of the workshop TGM Project Value added chain
– Introduction– 2 Groupworks
Marketing Mix– Groupwork
Organisation of the follow up
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Goals
Training– Tourism market
Design– Value added chain hiking tourism– Marketing mix hiking tourism
Planning– implementation
Other expectations ?
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To organize and improve the efficiency of the tourism value added chain of Georgia in the field of hiking and related activities like biking, starting from the pilot region of Borjomi-Vardzia-Bakuriani.
Trails Guides Market
TGM Project
T
G M
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BUYERS
Value Added Chain 1
« The Tourists Pipeline »
CUSTOMERSRAW
MATERIALSSALEDISTRIBUTIONTRANSFORMATION
SUPPLIERS
Institutions
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Value Added Chain 2
Tour Operatorsabroad
Tour OperatorsTbilisi
LocalConsolidators
Money
Services
ServiceProviders
Tourists
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Value Added Chain 3
TOURIST
TOUR OPERATORS/WEB
COUNTRY AGENTS
SUB AGENTS
SERVICE PROVIDERS• lodging• food• entertainment• guiding• administrative matters• health• rescue• …
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Value Added Chain 4 – Ex. Pamirs
Inter-Assist 2003
Proposed Detailed Value Added Chain
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INTERNATIONALCONSULTANTS
INTER-ASSIST DONORS
NETWORK
DISTRICT COMMISSIONS
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Value Added Chain 5 – Draft BVB
Money flows
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PARTNERS
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Value Added Chain 6 - Incoming
Local consolidator
ELCANA
Accueil paysan
Pan Parks Acomodation
Hosting Networks
Others
Other Service Providers
FoodBDP-Borjomi Project Guides
Borjomi National Park
Tourism Information Offices
Tourism Department
Tour operators Tbilissi Tour operators abroad
Tourists
CENN Bakuriani
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Value Added Chain 7
Groupwork 1 – MIX groups– List actual groups of actors of the Georgian tourism
Value Added Chain on colour papers– Draw the actual Value Added Chain for the BVB
Destination - How do your tourists come to BVB ? – Which companies and institutions are helping them ?
– Is something missing ? – Write it on colour paper– How could the situation
be improved ? – Complete the chain
– Restitution
Your tools
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Value Added Chain 8
Groupwork 2 - MAX groups– Identify for each group of actors the services
proposed and needs
– Is something missing or redondant ? – Write on colour papers
– How could the situation be improved ?– Restitution
MYINSTITUTION BUYERSSUPPLIERS
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Marketing Mix 1
The « Tourists Pump »
PRODUCTS
PRICE
PLA
CE
PROMOTION
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Marketing Mix 2
Starting from what you have and will have Natural resources, culture and buildings Trails network Guides network Hosts network Value added chains
– Tourism– Agroindustry– Handicrafts– …
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Marketing Mix 3
Define your target tourists and priorities Georgians
– Adults, families– Schools, students
Foreigners– Expatriates– Incoming tourists
Communities of practice– Hikers– Birdwatchers – …
International visitors statistics 20051. Azerbaijan (153’467)2. Turkey (109’796)3. Armenia (97’078)4. Russia (90’075)5. USA (12’928)6. Ukraine (12’376)7. Greece (7076)8. UK (6677)9. Israel (6310)10. Iran (5033)11. France (3975)12. Netherlands (3089)13. Italy (2721)
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Marketing Mix 4
Define products and services you will offer Tours for groups and individuals
– Standard– On demand
Activities– Food and lodging– Hiking (guides)– Entertainment– Visits– Shopping
Information offices
Who offers what ?
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Marketing Mix 5
Determine the pricesCalculation forms
– From individual service provider– To global product
Conditions of success– Cover at least the costs– Correspond to what the market is ready to
pay
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Marketing Mix 6
Define how you’ll bring the people to the products (Place)Sales network
– Tour Operators locally, in Tbilissi and abroad– Local consolidators– Hosts– Guides
Logistics– Transport companies– Trails
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Marketing Mix 7
Define how will you promote your products Tour proposals (detailed descriptions) Leaflets / pamphlets / flyers Homepages
– Own– Others
PR : Articles, videos– Media– Guidebooks, « Paper 2.0 » like Lonely Planet, …– Books– Web 2.0 communities
Department of Resorts and Tourism– Fairs and workshops– Journalists trips– Tour Operators trips
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Internet web 2.0 communities
http://earth.google.com www.wikipedia.com www.flickr.com (pictures) www.myspace.com, www.dailymotion.com
(videos) www.tripadvisor.com, www.world66.com,
www.virtualtraveller.com, www.venere.com …
The only limit is your imagination !
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Interesting web services
www.accueil-paysan.com Google Alerts Communication for free
– Telephone, conferences, chat : www.skype.com, Microsoft Live Messenger, Yahoo, Google, …
– Discussion groups : http://groups.google.com, Microsoft Messenger live
– Blogs : www.blogger.com, …– …