Tourism added value chain and marketing mix

TGM Project

Tourism Workshop 1Value added chain & Marketing Mix

Agenda

Presentation of participants Goals of the workshop TGM Project Value added chain

– Introduction– 2 Groupworks

Marketing Mix– Groupwork

Organisation of the follow up

Goals

Training– Tourism market

Design– Value added chain hiking tourism– Marketing mix hiking tourism

Planning– implementation

Other expectations ?

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

BUYERS

Value Added Chain 1

« The Tourists Pipeline »

CUSTOMERSRAW

MATERIALSSALEDISTRIBUTIONTRANSFORMATION

SUPPLIERS

Institutions

Value Added Chain 2

Tour Operatorsabroad

Tour OperatorsTbilisi

LocalConsolidators

Money

Services

ServiceProviders

Tourists

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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INFORMATION CENTER

DUSHANBEINFORMATION

CENTER KHOROG

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INTERNATIONALCONSULTANTS

INTER-ASSIST DONORS

NETWORK

DISTRICT COMMISSIONS

Value Added Chain 5 – Draft BVB

Money flows

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PARTNERS

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

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

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

Marketing Mix 1

The « Tourists Pump »

PRODUCTS

PRICE

PLA

CE

PROMOTION

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– …

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)

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 ?

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

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

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

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 !

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, …– …