OLOMOUCCity of Good Cheer

Case study

The role of tourism in the 21st century

• In post-industrial society values are generated from information and knowledge education, people seek education and enjoyment

• Economic focus shifts from primary and secondary sectors to tertiary (services) and quartiary sectors (entertainment)

• These changes lead to tourism becoming the fastest growing industry and an important local economic development factor

INSERT GRAPHIC TO ADD PHOTO

• 101 264 inhabitants• 93 826 arrivals (2010)

• 156 618 overnight stays (2010)

• Average stay lasted 2 days

• Member of AVEC, ECT

Overview of history and resources

• 1993 – tourism development unit established as part of business licensing department

• 1995 – new department of external affairs established (tourism development unit)

• 2001 – establishment of the marketing department• 2006/2007 - „Destination management project“ • 2007 – Establishment of the Central Moravia Tourism

Association (Destination management agency)

Strategic objectives - tourism

Olomouc Tourism development program (1998, updated in 2008):

• IMAGE

- Increase awareness about thee destination and improve its image

• CUSTOMERS

- Effective presentation of the tourism products in order to increase demand of potential tourists in target geographic and income areas

• PROVIDERS

- Motivate people from the city who are in contact with tourists to support objectives of tourism development with their entrepreneural activities

Target markets and group classification

• GEOGRAPHIC: Germany, Slovakia, Poland, Italy, Austria, Russia, Ukraine, USA and Spain seen as the highest growth potential.

• INCOME: High and middle income budget.

• AUDIENCE CLASSIFICATION:

– General public (individuals, couples, families, seniors, business travelers, …)

– Professional public (tour operators, agents, transporters, event and conference organizers, …)

– Press and other media (with priority in target geographic areas)

Tourism modes developed

• Culture and sights tourism (including UNESCO-led)

• Business tourism

• Congress and incentive travel

• Church travel

• Natural experience travel

• Active tourism

QUALITY

1. Service quality – accommodation and gastronomic experience services, barrierless Olomouc project, tour guide service quality

2. Quality of Information – information and orientation system, public transport system, information center, www

3. Product quality - Olomouc region Card, promotional and informational materials, historic sights made accessible

TOURISM SERVICE CERTIFICATION

Certification Service is monitoring compliance with pre-defined standards and conditions, and in assigning a quality certificate for those facilities, these standards and conditions are met.

• Accommodation facilities – creation of standards

• Assessment of service quality for accommodation and gastronomic services

• Evaluation of access for handicapped persons

Internal certification of service quality

- Project developed and implemented by the city hall and EU (Phare) in 2002

- Project is focused on accommodation and gastronomic facilities

• PROJECT OBJECTIVES: • Create a net with high quality facilities providing services for

visitors and citizens • Declaration of the service quality, preserving the transparency

of the services and protecting the customers• Increase prestige of the destination • Create a label/brand of service quality

• Visualization of all certificated facilities – marketing

Internal certification of service quality

The project was implemented in the following steps: •Creation of Certification Commission (group of experts from tourism filed)•Anonymous visits realized by the commission to the gastronomic and accommodation facilities in the Olomouc region (Olomouc, Šternberk and Litovel)•Assessment of the evaluation sheet •Production of the labels with certification logo •Awarding certificates to successful facilities, which went successfully through the certification process

Evaluation

• 47 restaurants in Olomouc, 13 in Litovel and 9 in Šternberk• 22 hotels in Olomouc, 5 in Litovel and 4 in Šternberk

1. Mandatory criteria (access to the facilities, reception, eating space, rooms equipment, communication with customers in foreign language, menu in foreign language, non smoking space, cleanness of toilets, staff dress code etc. )

2. Evaluation of service quality (subjective)

Certificate is valid for 3 years

Enlargement:

Geographically: Olomouc, Šternberk, Litovel, UNIČOV/2004

Qualitatively: service quality for handicapped people

•May 2002 - 1 st edition of guide•Guide is reprinted each year:

–New facilities–Data modifications –Quality level of each establishments ( - )

–Satisfaction customer survey questionnaire /feed back

Improving quality of tour guides

• Cooperation with The College of History of the University, language colleges (Japanese, Chinese)

• „Electronic tour guidance“ – audio-guide, call-center, info-loop(2005 - SF/SROP)

Amenities and events with themes„City center - live grant“

• Historic sights made accessible with guides

• Local traditions – traditional trade fair, folk year, Wedding from Haná region

• Olomouc fortress

VÍTEJTE / WELCOME

Case study – Petříkov, Jeseník Mountains tourism

• Petříkov – touristic destination in the Jesenik Mountains

• One of the famous ski destination in Moravia region (7 ski-lifts)

• 5 hotels (3 – 4 stars)• 7 pensions • 10 Bed and breakfast accommodation • 7 restaurants (plus restaurants in the hotels)

Case study – Petříkov, Jeseník Mountains ( touristic destination in the Jesenik Mountains )

Summer bobsleigh track - Petříkov, Jeseník Mountains

Summer bobsleigh track - Petříkov, Jeseník Mountains