Budapest, 7-9 February Prof. Márton Lengyel Heller Farkas College of Economics and Tourism, Budapest

Transcription

1 International Conference on Destination Management Budapest, 7-9 February 2007 Destination Management Conceptual Framework and the case of Hungary Prof. Márton Lengyel Heller Farkas College of Economics and Tourism, Budapest

2 Conceptual Framework Destination Management: Creating competitive advantage for your destination L O N G - T E R M Tourism Destination Management (TDM): Advancing sustainable development of competitive tourism in your destination

3 SUSTAINABLE DEVELOPMENT OF TOURISM Our common engagement is to proceed from a SLOGAN through T D M towards IMPLEMENTATION

4 Implementing sustainability To meet every stakeholder s needs and interest. It is important to see tourism as a system consisting of interrelated parts. Tourism is an open system, also interrelated with its environment.

5 The system of interdependences NATURE SCIENCES POLICY CULTURE ECONOMY TECHNOLOGY TOURISM SOCIETY

6 The system of tourism NATURE SOCIETY environment CULTURE ECONOMY DEMAND The TOURIST Motivation Free time Disposable income MARKET t r a v e l s marketing SUPPLY Tourist PRODUCT Attraction Transport Tourist services Security, hygiene Hospitality DESTINATION SCIENCES POLICY environment TECHNOLOGY ARTS

7 By creating and operating the system of tourism for long term, destinations can implement the concept of sustainable development, and compete most effectively in the market. The mission of the Tourism Destination Management can be drawn from this.

8 The mission of TDM To produce sustainable and competitive tourism in the destination. The TDM can fulfil its mission by creating and operating the system of tourism.

9 Definition TDM is the ensemble of activities which are necessary for a destination to attract visitors and to provide perfect travel experience for them during their stay. This should be done in such a way that the impacts of tourism are advantageous in the long term, for all the local stakeholders as well as for the natural environment.

10 The VICE model for sustainable tourism Visitor Environment Industry Community Source: Destination Management Handbook, English Tourist Board and Tourism Management Institute, 2003

11 The organization of TDM Basic principles: Bottom-up construction + 3Ps Partnership Professionalism Paper-money (as a symbol of own resources) Key actor: the destination manager

12 Tasks of the destination manager Adapting the VICE model to the destination Elaborating destination audit and TDM plan Carrying out research activities Integrating the many stakeholders (partnership) Managing destination planning and development Monitoring performance Destination marketing, promoting e-business Sustainability schemes and awards Professional training and business support (With different emphasis according to TDM level)

13 Region Regional structure of TDM Regional Organ of the Tourism Administration C o - o p e r a t i o n Small region Local level REGIONAL MANAGER LOCAL MANAGER LOCAL AUTHORITY CIVIL ORGANIZATIONS O SMEs oo o O o LOCAL PEOPLE oo oo O o Oo o o D i r e c t p a r t i c i p a t i o n o oo

14 Summary the concept of TDM The well conceived TDM advances the implementation of sustainable and competitive tourism in your destination, because it helps to meet every stakeholder s needs and interest by providing perfect travel experience for tourists, economic, social and environmental advantages for the local community including the travel sector; comprehends the whole tourism system that makes possible to fit destination supply to the changing needs of tourists; performs all duties of destination management by using all necessary tools, such as tourism integrated planning, project development, marketing, vocational training, monitoring and administration (varying their emphasis according to different levels).

15 The case of Hungary

16 Backround Institutional framework of tourism before 1990 After the change of the political system the previous structure was broken without replacing it directly by a contemporary new one. Hungary becomes a member of the EU in May the National Strategy of Tourism Development sets as an aim to establishinging the TDM system in all regions of Hungary. The Regional Operative programs of the 2nd National Development Plan for include assistance to the establishment of TDM network in all regions pilot project for creating a TDM network in the region of lake Balaton. The case of Gyenesdiás (to be presented later)

17 Organogram of the Hungarian tourism Source: National Tourism Development Strategy, 2005

18 Preparing for TDM Heller Farkas College of Economics and Tourism the role of vocational training in preparing for TDM Specialisation of TDM since Curriculum Practice the Tourism Research Workroom Report on TDM to the National Tourism Council Tourism Development Concept and Programme for lake Balaton (2005) Survey for establishing the TDM network of lake Balaton Participating in the Partnership Programme of lake Balaton Organizing upgrading courses for destination managers Accreditation of a Master of Arts programme with minor of TDM (2006) Co-operation operation with the NTA to set up standards for establishing the TDM network in Hungary

19 Main problems with implementation Lack of comprehensive knowledge of tourism (even those working in this sector often have only skills). Lack of disposition to co-operate operate with other actors. Only marketing is accepted as an advantageous common action of partnership (but sustainable development can not be achieved by marketing alone). Difficulties to create own resources (participation fee). Drawing into partnership communities without tourism incomes at present. Determining tasks and dimensions of public-private private participation in TDM organizations of different levels.

20 Conclusions The TDM can advance sustainable development of competitive tourism in the destination by creating and operating the system of tourism for long term. In order to put into practice the TDM concept, particular attention should be paid to setting up a coherent system of TDM organizations at the various (local, micro regional and regional) levels. The case of Hungary represents an attempt to prepare ourselves for a new age of destination management by establishing a TDM network in all regions of the country. As it is in progress, foreign experiences to be discussed in this Conference and its recommendations will be appreciated.

21 Subjects for discussion The concept of TDM (not only marketing) Bottom-up construction of the TDM network The State s participation in various levels The well accomplished destination manager Integrated (territorial and/or sectoral) planning of tourism in various level of destinations Destination e-marketing as one of the tasks of TDM

22 Let s have a good TDM Conference in Budapest! Comments and questions to: Dr. Márton Lengyel lengyel@hff.hu