Innovation and Creativity in Niche Tourism Development in Hungary
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1 Innovation and Creativity in Niche Tourism Development in Hungary Tamara Rátz, PhD Kodolányi János University of Applied Sciences Hungary Research supported by the Bolyai János Scholarship of HAS
2 Research background 3-year research project Creativity and its added value in niche tourism following and creating trends in Hungary Niche tourism in Hungary Destination-specific concept? Transformation of traditional products Demand for niche tourism products Success factors in niche tourism development From idea to product Lessons to learn for increasing competitiveness
3 Creativity and innovation in tourism Dynamic transformation of the market Global trends homogenisation diversification Uniqueness + quality = competitiveness Some sources of innovation Network co-operation Involvement in trade associations Co-creation the role of customers Some obstacles of innovation in tourism SMEs, lack of resources Risk of imitation
4 Niche tourism New growth: Niches (products and segments) Specialisation Tailor-made services Source: Anderson 2004
5 Hungary
6 Tourism in Hungary (2012) International arrivals Guests at commercial accommodation International Domestic Guest nights at commercial accommodation International Domestic millions millions millions millions millions Source: Hungarian National Tourist Board, 2013
7 Hungarian tourism brand? Source: Hungarian National Tourist Board, 2013
8 Top 10 European destinations (LP 2013) Porto & Douro Valley Budapest Retro-hip Ruin pubs Spas Northern Iceland Cinque Terre Moravia Bern Marseille Croatia Northern Ireland Copenhagen
9 Research methods Literature research Role of innovation in tourism product development Concept and characteristics of niche tourism Characteristics of travel behavior Primary research Comparative analysis of the concept of niche tourism - Delphi survey Creativity in tourism development in Hungary case studies: Alternative guiding in Budapest Mapping successful niche tourism services online data analysis, interviews with regional tourist boards Comparative demand analysis
10
11 Traditional Budapest tour
12 Alternative guiding in Budapest Kulturista Cultourist Cooltourist Association of Alternative Urban Explorers BudapestUNDERGUIDE (2005) UniqueBudapest (2008) ImagineBudapest (2008) BudapestScenes (2010) Unique, urban, creative, high quality, flexible, individual, professional, original, complex, discovery
13 Alternative guiding in Budapest Innovation idea Implementation of idea - development of services Extending services to the corporate market International and Hungarian customers Competition vs co-operation Differentiation From existing sightseeing programmes From standard itineraries Within the alternative guiding market
14 Differentiation Themes Local food & drinks, architecture (art nouveau, Bauhaus), fashion & design, bridges, kids,, WW2, socialist heritage, secret gardens, crime etc. Target segments Locations Varied but in the whole city Cultural function to neglected spaces Activities, services Level of personalisation MICE, team building, CSR events
15 Social responsibility
16 Social responsibility
17 External factors of development Technological environment Contact, communication Feedback Shaping demand Increasing number of experienced tourists
18 Internal factors of success Human factor Owners vision (background!) Guides commitment to quality, personality, knowledge (Marketing) communication Creativity, ability to expand and renew services, create surprises
19 General conclusions Following rather than creating trends individual creativity successful, but small service companies Lack of institutional framework Intensive competition Characteristics of local demand Weak destination brand Private initiatives Hungaricum =.of international recognition
20 Thank you very much!
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