Tourism Strategy Albania 2012-2017 A Proposal Building on Albania‟s Efforts to Create a Sustainable Travel and Tourism Industry STRATEGY CHALLENGE MANAGEMENT REPORT Albania Group 27 May 31 st , 2012 HONOUR CODE As a student at the Ecole hôtelière de Lausanne, I uphold and defend academic integrity, academic rigor and academic liberty as core values of higher learning. I attest, on my word of honour, that work submitted in my name is my own work, and that any ideas or materials used in support of this work which are not originally my own are cited and referenced accordingly. Martin Chanel 403615626 . . Jael Fischer 567847446 . . Tatiana Halimi 567833929 . . Fatine Rahhou 571239389 . . Christopher Reinhard 567837055 . . Stéphanie Vonlanthen 870852318 . .
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Tourism Strategy Albania 2012-2017 A Proposal Building on Albania‟s Efforts to Create
a Sustainable Travel and Tourism Industry
STRATEGY CHALLENGE MANAGEMENT REPORT
Albania
Group 27
May 31st, 2012
HONOUR CODE
As a student at the Ecole hôtelière de Lausanne, I uphold and defend academic integrity, academic rigor and academic liberty as core values of higher learning. I attest, on my word of honour, that work submitted in my name is my own work, and that any ideas or materials used in support of this work which are not originally my own are cited and referenced accordingly. Martin Chanel 403615626 . . Jael Fischer 567847446 . . Tatiana Halimi 567833929 . . Fatine Rahhou 571239389 . . Christopher Reinhard 567837055 . . Stéphanie Vonlanthen 870852318 . .
There is an increasing trend in people looking for unique and personalized experiences, which
according to Deloitte (2009) shows a shift from „escapism‟ to „enrichment‟. This growing market
has been identified as the experience travel market, consisting of three niche segments:
adventure, cultural, and nature-based tourism (including ecotourism), which are all sustainable
forms of responsible tourism (Hassan, 2012). Despite differences, these three segments desire
similar T&T offers when they visit a destination and frequently overlap (Tourism New South
Wales, n.d.). This is confirmed by the Adventure Travel Trade Association (2010) that defines
adventure travel as “any domestic or international trip that includes at least two of the following
three aspects: physical activity, interaction with nature, and cultural learning or exchange”. This
is why these three segments are classified together under „experience travel‟.
The adventure travel market alone accounted for approximately 27% of global trips between
2007 and 2010 (George Washington University School of Business, ATTA, & Xola Consulting,
2010) and is forecasted to grow by 10% annually over the next ten years (Deloitte, 2009). Further
research1 highlights the key characteristics of the „experience travel‟ market as:
looking for an authentic atmosphere and seeking to learn something new;
having a long average length of stay, which is forecasted to increase;
willing to spend a considerable amount on these trips;
mostly finding their information on the Internet: many search for the destination on
Google; more than 30% look at the destination‟s website; about 20% use social media;
usually visiting a destination with no or few bookings and very few opt for a package;
tending to travel independently (not part of an organized tour).
Refer to Annex 2 for further details.
ALBANIA’S POSITIONING THROUGH DIFFERENTIATION
From an international perspective, Albania is at its early „discovery stage‟ as a destination and
remains little known. This is seen as an opportunity for the government to decide how Albania‟s
T&T offer should be positioned, against which destinations it should compete, and take action to
differentiate itself. This Strategy will attract niche markets to Albania, thereby differentiating its 1 ATLAS, 2007; George Washington University School of Business et al., 2010; Partners in Tourism: Culture and Commerce, 2011; UNWTO, n.d.; WTO, 2000.
Seeing this forecast and taking into consideration the aforementioned project description, it can
be expected that this Project will have the following impacts:
Impacts Key Performance Indicators Increase Albania‟s competitiveness as a tourism destination; WTTC T&T competitiveness
index Increase visitation to Albania; International arrivals statistics, Enhance visitor dispersal and tourism expenditure throughout rural Albania;
Occupancy rates an n° of visits to attractions in rural Albania
Promote sustainable tourism development in rural Albania; N° of certified businesses Contribute to long term economic growth of Albania. GDP, T&T contribution to GDP
CONCLUSION
This project proposal aims at serving as a vehicle for socioeconomic growth in rural Albania. For
it to succeed, it must receive the support of all stakeholders, especially T&T providers. For the
proposed New Program to yield benefits for its certified providers, its marketing communication
actions need to be continuous over the first critical years of development in order to create global
awareness of this certification. In fact, the proposal represents a relatively small investment and
the pilot test ensures minimal risk. If the New Program proves to be successful in attracting
international visitors to Albania, it can be further extended to other Silk Road countries in order
to unify the T&T offer and create a network of authentic providers in key countries along the
route. In the future, it is also recommended that the project is developed to have an educational
program to assist uncertified providers become more sustainable to achieve the certification.
Group 27 | Ecole hôtelière de Lausanne
Strategy Challenge Management Report | List of References 8
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Group 27 | Ecole hôtelière de Lausanne
Strategy Challenge Management Report | Annexes 12
ANNEXES
ANNEX 1 – THE ALBANIAN „EXPERIENCE TRAVEL‟ MARKET TOURISM OFFER
Group 27 | Ecole hôtelière de Lausanne
Strategy Challenge Management Report | Annexes 13
ANNEX 2 – TARGET MARKET SEGMENTATION: THE „EXPERIENCE TRAVEL‟ MARKET
Rationale In today‟s fast-paced world and rapidly evolving environment, people are seeking a break from
their daily routine when they go on holiday (Sodhi, 2011). They are increasingly interested in
discovering something new and are in need of experience-based travel (Deloitte, 2009).
Additional causes of this change in travel habits are an increase in the number of health-
conscious consumers who want to remain fit while avoiding stress (Sodhi, 2011), as well as an
increase in worldwide environmental awareness and social responsibility. The ageing
population is also contributing to this shift in travel habits since they have a demand for
„experience travel‟ (Deloitte, 2009).
Segmentation Variables Geographic: Key Sources of Origin - Latin America (about 35%); Europe, mostly Germany (about 25%); North America (about
20%); emerging markets: China, Brazil, and India; other: Australia and New Zealand Demographic: Income - Generally have a higher disposable incomes, leading to greater spending Psychographic: Lifestyle, Social Class, and Attitudes - Interested in discovering new, authentic places and willing to visit far-off destinations to do so - Ask for authentic experiences - Enjoy spending time in nature, practicing sports, and learning about new cultures - Mostly middle class, well-educated tourists interested in natural and intangible elements - Want to learn about and understand the places they visit by engaging with new cultures Technographic: Level of Use of Technology - Very knowledgeable about technology, which forms a vital part of their life Buying Behaviour: Purpose/Occasion, Frequency of Use, Buying Habits, Sources of Information before Purchase, and Booking Methods: - Seek a realistic, authentic snapshot of a destination; interested in adventure, culture and nature - Average length of stay of about seven days - Willing to spend considerable amounts in order to experience something new - Mainly use the Internet to find information, especially by searching for a destination on
Google, looking at a destination‟s website, and using social media (including reading a blog or viewing a friend‟s photos to find out more about a destination)
- Tend to visit a destination with no or few bookings, and usually travel independently Sources: George Washington University School of Business et al., 2010; ATLAS, 2007; Mintel, 2010
ANNEX 3 – STAKEHOLDERS & STAKEHOLDER MANAGEMENT
Stakeholder Their Contribution Project Benefits on them Bargaining power Interest Priority Management plan
Government related institutions
The continuity, quality, and recognition of the program depends on their support as they are included in every stage of the program‟s lifecycle and are the only source of financing
support the development of the T&T industry in-line with their strategy
contribution to the image and attractiveness of Albania
economic growth and environmental conservation
High, as they are the funding source
Medium, but
increasing
Key
player
regular performance measurement
collaboration with USAID and coordinated transition
clear objectives, responsibilities, hierarchy and program organization
Targeted tour operators, F&B outlets, and activity providers
Their adoption to the program and commitment to sustainable practices put forth by it will determine its level of success
differentiation opportunities promotion benefits alignment of their offer with
future trends enhancement of org.
reputation
High, but will decrease as the number of
participants increases High
Key
player
create awareness of the Program + benefits
educate on sustainable practices
support in the implementation
University of Tirana
Innovation of sustainable practices, contribution to the development of the criteria for the New Program
institutional credibility real-life projects for students
& faculty opportunity to contribute to
the country‟s development
High, as they hold the decision to participate, but will decrease once
committed (credibility of the institution)
High
Key player
recognize their contribution involve them in the whole
process include them in all official
communications
UNWTO The instigator of the project giving its framework and main objectives
contribution to the UNWTO SRI‟s objectives
image credibility
Low, as their implication is primarily supportive
High
Keep informed
include millennium objectives communicate on project needs
and achievements recognition of their support
Local communities
Coherence of the program in the eyes of visitors
preservation of their environment
contribution to the increase in their disposable income
promotion of their culture job creation and skill
development
Low, as their participation can be
ensured by regulatory frameworks
High
Keep informed
communication of the program value for them
reinvestment of income directed to the community
educate the population through schools on tourism and sustainability for Albania
International „Experience Travel Market‟
Economic contribution through the use of the services offered by certified businesses
opportunity to minimize their impact on the environment
ease of travel planning increased customer service matching offer to their profile
Medium / High, as their participation in the
project is determinant for its success
High
Keep informed
create awareness update and consolidate
customer profiles ask and consider feedback gather data
NGO‟s (environmental conservation)
Through supporting actions can contribute to this project and/or bring financing possibilities
supports their actions contributes to their success
Low, as they will not be directly implicated in the
project High
Keep
informed
communicate on the project goals, actions, achievements
identify areas needing support
Strategy Challenge Management Report | Annexes 15
ANNEX 4 – EVALUATION CRITERIA OF THE NEW PROGRAM
Certification Components
Description Indicators
Maximize
benefits for the
environment
and minimize
negative
impacts
T&T providers
consider their
immediate
environment in the
development of their
offer and contribute to
the conservation of
resources.
- Development of an offer minimizing the impact on
the environment
- Respect international and local legislation and
regulations
- Use of natural settings or attractions
- Customer education on responsible travel
- Implementation of recycling and waste management
Maximize
socioeconomic
benefits for the
local
community and
minimize
negative
impacts
T&T providers value
local communities and
conduct business in an
ethical manner.
- Contribution to gender equality through employment
and skill development through training
- Contribution to the reduction of local unemployment
(employment of local staff, guides, suppliers)
- Ethical wage levels
- Contribution to the economic development of local
sites, organizations, associations or businesses
included in their offer
Maximize
benefits for
cultural heritage
and minimize
negative
impacts
T&T providers put
great emphasis on
promoting the
Albanian culture and
seek to offer an
Albanian experience to
their customers.
- Promote visits to local cultural and historical sites
- Contribution to the protection of local historical,
archaeological, and culturally important sites
- Offer access to cultural discoveries (arts & craft
production, farming, etc)
Strategy Challenge Management Report | Annexes 16
ANNEX 5 – TIMEFRAME OF PROPOSAL
Description Stakeholders involved Actions Time (Months)
Inform all stakeholders Round tables and workshops
The Ministry of Tourism, Culture, Youth and Sport; the Directorate of Accreditation (Ministry of Economy, Trade, and Energy); UT; ATA; IEP.
- Project description and objectives approval - Setting, contribution, responsibilities and tasks
of each stakeholder - Budgeting and budget approval
3
Establish Framework Workshops
The Ministry of Tourism, Culture, Youth and Sport; UT; ATA; IEP.
- Adapt criteria for new business types - Determine rating method and grading system 6
Pilot Test The Ministry of Tourism, Culture, Youth and Sport; the Directorate of Accreditation (Ministry of Economy, Trade, and Energy); UT; ATA; IEP.
- Determine participating businesses - Evaluate according to framework - Develop action plan & implement changes - Adapt framework
12-18
Data collection (applications), audit
The Directorate of Accreditation - Collect data from applicants - Audit applicants - Attribute certifications
-
Creation of ‘Plan your Albanian Trip’ application Design contest within UT
The Ministry of Tourism, Culture, Youth and Sport; UT.
- Design and create the application - Integrate all certified T&T providers to the
system - Pilot test application - Translate application - Roll out on national website
8-12
Web presence management
The Ministry of Tourism, Culture, Youth and Sport; ATA
- Restrict the number of websites using the terms: Albania – Tourism – Authentic
- Consolidate all information - Delete current public tourism websites - Redesign national website - Link the official website to the social medias