Trends in alternative tourism and tailormade products – ecotourism, adventure
tourism, cultural, historical tourism
CrossTour Fair
“A Danubian Al-TOUR-native Dream”
26-30 January 2012
Rousse, Bulgaria
January, 28th 2012
Topics
Essence of trends. General trends.
Alternative tourism product consumers
 Tailor-made products - advantages
Current trends through experience
economy and branding destinations
What is a ‘trend’?
Trends are, seen from today‘s point of view,
likely developments in the future
 which can be seen at present,
 and of which we can reasonably assume that
 that they will continue to exist in the future.
Emerging factors =
Trends in tourism demand
(1)
(2)
(3)
(4)
(5)
Stable demand volume with changing structure
Destination choice remains stable in broad categories
(domestic, European, long-haul), but opportunities
within these categories for single countries and
destinations to attract more tourists (increasing
competition)
Stable basic motivation, but higher expectations on
how to realise them and greater differentiation
Growing consumer competence
New information behaviour with more sources used,
but also with less depth
Emerging factors =
Trends in tourism demand
(6)
Activities: manifold, with the trend to realise more
different types of activity within one trip, e.g. relax,
culture, sports, family
(7) Duration: slightly shorter
(8) Expenditures: higher, but more price-sensitive
(9) Tour operators and travel agencies: increase,
especially online
(10) Accommodation: higher quality expectations
(hardware, atmosphere & service)
Holiday motives of the alternative
tourismØproduct consumers
+
Partner/children
Time together 54%
Children 20%
+
Health / nature
Healthy climate 51%
Enjoy nature 48%
Health 33%
Environment 30%
– = below-average of all travellers,
Ø = average of all travellers;
+ = above-average of all travellers
Regeneration
Free time 64%
Relaxation 60%
Recuperate 59%
Away from daily routine
58%
–
Pleasure
Sun, warmth 44%
Be lazy 30%
Spoil myself 30%
–
New experiences
Fun, amusement 40%
New impressions 30%
Travel around 29%
Dee the world 25%
Ø
Contacts
Collective activities 32%
Meet the locals 21%
Making friends 19%
Source: F.U.R; RA 2007; Basis: rural tourists 2006 (n=1,226; 10.4 m.)
Ø
Sports
Gentle sports 12%
Active sports 9%
Tailor-made products –
Advantages
The aim of this tour is customers to customize the tour package
for their convenient. So this kind of tour also known as
customizable tour packages.
You have the option of booking everything that has to do with
your tour.
You have the freedom to do whatever you want.
You are making your perfect vacation with the flexibility and
satisfaction.
Saves your time and money.
You can get guide and personalised advice from the experts.
Eco-Tourism
Definition:
• Environmentally responsible travel and visitation to
relatively undisturbed natural areas → to enjoy and
appreciate nature (and any accompanying cultural features,
both past and future)
Travel that promotes conservation, has low negative visitor
impact and provides for beneficially active social-economic
involvement of local populations
Ecotourism of the
21st century (1)
Covers unpolluted nature-based areas e.g. national parks,
coral reefs, wetland areas
Tourists have responsible attitude towards what and whom
they come into contact with in the nature-based areas
Education is part of the tourists’ experience while they enjoy
and appreciate what they learn about nature and any
accompanying traditions and cultures of the local
communities.
Education also on the importance of conservation
Ecotourism of the
st
21 century (2)
i)
ii)
iii)
iv)
Caters to small groups of tourists → minimise negative impact
on the natural environments and local communities e.g.
flora and fauna not disturbed
local communities not displaced
no need to clear large areas to make way for built up
environment to accommodate droves of tourists
Encourages the active involvement of local communities in the
planning and promotion of ecotourism in their nature based
areas e.g. locals serve as guides, run businesses related to
providing accommodation, food and selling their crafts and
works of art
Ecotourism activities
Above average:
Trips, excursions 77%
Below average:
Hiking/walking53%
Swimming (lake/sea) 47%
Shopping 45%
Making new friends 30%
Swimming (pool) 27%
Visiting natural attractions 53%
Visiting sites of interest 38%
Gentle sports 37%
Playing with children 28%
Cycling 24%
Using spa facilities 15%
Question: ‘How frequently, would you say, have you undertaken ecotourism activities for holidays in the last three years, that is 2009,
2010 and 2011?’
Presentation of a list with 15 activities; shown here: top boxes (1=very often; 2=often)
Source: F.U.R; RA 2007; Basis: rural tourists 2011 (n=1,226; 10.4 m.)
In its purest form,
ecotourism today
minimises negative social, cultural and ecological impacts
empowers local communities in conservation and management
of natural and cultural resources.
brings in economic benefits to local communities and directs
revenue to local people living in and around protected areas,
and
increases revenues for protected areas
Adventure Tourism
Adventure tourism is a type of niche tourism involving exploration or
travel to remote, exotic and possibly hostile areas, where the traveler are
provided a challenge, thrill or intense experience.
Adventure tourism is rapidly growing in popularity as tourists seek
unusual holidays, different from the typical beach vacation.
"adventure travel"
usually include two of the following three
components: a physical activity, a cultural exchange or interaction, and
engagement with nature.
 In general, adventure tourism relies on natural, environmental features,
such as mountains, rivers, forests, and the like.
What is understood by
the term ‘adventure tourism’?
Holiday on a farm
43
Holiday in the
countryside
17
Animals
10
Tranquil
holiday/tranquility
10
Nature
10
Hiking (holiday)
7
Boredom
7
Meadows/forests/fields
4
No traffic/few people
4
Mountains
4
Rural environment
4
0
%
10
Question: ‘What to you personally understand by the term adventure tourism?’
Source: F.U.R: HeRA 2011; Basis: population (n= 7.671; 65.1 m.)
20
30
40
50
Who are the adventure
tourists?
Adventure Tourists 2011
Domestic
Abroad
Up to 29 years
14
17
30-39 years
18
14
40-59 years
32
38
60+ years
36
30
0-5 years
10
6
6-13 years
21
13
14-17 years
17
19
Up to 1.499 €
25
20
1.500 € - 2.499 €
44
41
2.500 € +
31
40
In %
Age:
Children:
Household income:
Adventure tourism trends
47
Holiday to relax
39
46
Nature holiday
27
27
Family holiday
21
24
23
Adventure holiday
23
Beach holiday
40
21
Activity holiday
17
17
Visiting relatives/friends
15
10
Sightseeing holiday
Rural tourism holidays 2006
12
All holiday trips 2006
10
Health holiday
%
8
0
5
10
15
20
25
30
35
40
45
50
Cultural and historical tourism
 it involves seeking an encounter with natives or feeling part
of the history of a place. E.g. visitors to art galleries seek an
encounter with beauty, uniqueness, authenticity and
exclusiveness whilst visitors to museum are seeking
discovery, novelty, diversity and knowledge (Hall, 1995).
 cultural practices eg rainmaking rituals, storytelling,
witchcraft etc
Trends in the cultural and
historical tourism expenditures
All holiday trips 2006
66
72
66
Rural tourism holidays 2006
56
49
43
All trips
Domestic
Abroad
Question: ‘How much did you spend overall for travel, accommodation and other expenses’?
Source: F.U.R; RA 2007; Basis: all holiday trips 2011 (n=7.596; 64.4 m.); cultural and historical tourism holidays 2006 (n=1.481; 12.6
m.)
Are You Confused about
Cultural and Historical Branding?
Perception
Image
A plethora
of terms
Product
Differentiation
Positioning
Branding
Sustainable
Competitive
Advantage
Definition of Culture Destination
Image
The sum of beliefs, ideas, and impressions
that a person has of a destination (Crompton,
1979).
A set of cognitions and affections that
represent an entity to an individual (Mazursky
and Jacoby, 1986).
A mental representation of an object or place
(Fridgen, 1987).
The visual or mental impression of a place, a
product, or an experience held by the general
public (Milman and Pizam, 1995).
Components of the new cultural
destination perception
Gunn (1972) identified two components of image:
 Organic: Images formed by individuals
themselves through such things as past
experiences with destinations, and through
unbiased sources of information (e.g., news
reports, movies, newspaper articles, etc.).
 Induced: Images created through information
received from external sources, including
destination advertising and promotion.
Current trends through brand
The alternative tourism product is:
A way to communicate a destination’s unique
identity to visitors
A means of differentiating a destination from its
competitors
A uniform “look” that all destination partners can
consistently use
A symbol, name, term or design, or combination of
these elements
Challenges of Branding
tailor-made and alternative tourism products
 Destinations are not a single product but composite
products consisting of a mix of different components
(the destination mix).
 Destination marketers have little control over the
destination mix they are branding.
 There is a diverse range of organizations and partners
involved in crafting and delivering on the brand.
 Often there is a lack of enough funding for branding
efforts.
 Political influences may be felt.
The Experience Economy’s key words
•Differentiation: Identity & values, individualisation
•Experiences: Content, dream, fantasy, variation
•Influence: Self-determination & open codes
•Social capital: Community & network, as well as virtual
- and for the development of the integrated complex
approach city! And the cross-bordering cooperation
models!
Thank you
very much
for your attention!