And two key demographics, according & Sullivan, are women ... · PDF fileuživajući u drugoj...
Transcript of And two key demographics, according & Sullivan, are women ... · PDF fileuživajući u drugoj...
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And two key
demographics, according
to a February report by
market research firm Frost
& Sullivan, are women
traveling for business and
travelers above the age of
65. They shouldincreasesome 400%
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Noćenja u mil. kolovoz 2016
2015./VIII 2016./VIII
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HUMANIZACIJA: Samo za čije oči / dušu?
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Turisti 15-24; 14%
Turisti 25-34; 15%
Turisti 35-44; 18%
Turisti 55-64; 17%
Turisti 65+; 20%
Turisti 45-54; 16%
Turisti 15-24 Turisti 25-34 Turisti 35-44 Turisti 55-64 Turisti 65+ Turisti 45-54
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TKO SU ONI
Aristokrati
Birokrati
Nova elita: kozmokrati?
Novi pogled na svijet!
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Izvor:M.Horx
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HOMO SPIRITUS- Duša je važnija od statusa- Duhovnost je novi vid luksuza- Transformacija kroz putovanje- Traže se senzualne tihe destinacije- Edukacija – znanstveni turizam
HOMO MEDICUS- Omni-fobija - Medikalizacija društva- Smrt hedonizmu - šteti zdravlju!- Upravljanje duhovnim i tjelesnim
kapitalom
HOMO AESTETICUS- Gradovi, posebno mali i nepoznati- Redefiniranje kulture - Izvan poznatih putova i mjesta- Doživljaj je iznad atrakcija- Autentičnost i dizajn - Ko-kreacija putovanja
MJEŠANA PONAŠANJA- Multi-generacijska putovanja- Otkrivanje Europe po prvi puta- Bleisure i shopping- Kultura & wellness - Kultura & aktivni turizam- Novi luksuzni segmenti – milenijci- ….
PAMETNE DESTINACIJE- on-line i off-line -personalizacija- Info/ visitor centri traženi- Brošure još uvijek najpoželjnije- Vitualno 3600
- Video - alat brendiranja
FOODING- Kultura u tanjuru: lokalno,
autohtono- Kulinarske radionice- Fuzijsko kulinarstvo BIO
TURIZAM
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09.2016
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09.2016
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09.2016
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09.2016
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Izvor: UNWTO Highlights 2015
.2% EU turizmaCroatia
2%Poland
3%
Sweden3%Russian Fed.
3%
Portugal3%
Belgiium3%
Netherlands3%
Greece4%
Switzerland4%
Austria5%
Turkey7%
United Kingdom10%
Germany10%
Italy11%
France14%
Spain15%
obrada Klarić
2016.
- 74,8 mil noćenja
- 14,8 mil dolazaka
WEF2015
33 po razini konkurentnosti
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SENIORI
OPAL
ENGAGEDSIGHTSEERS
GOLDEN AGE
SILVER PANTHERS
SILVER
PRENEURS
EMPTY NESTERS
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• PINK FLOYD, PINK PANTHER, PINK OLDIES
• NOSTALGIČARI
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SILVER GEN - http://www.telegraph.co.uk/sponsored/china-watch/travel/11883784/senior-
travellers-boost-china-tourism.html
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0
50
100
150
200
250
Njemačka Francuska VB Španjolska Italija
236,9226,3
159,4
127,9
55
TOP 5 EU zemalja po godišnje ostvarenom broju putovanja populacije 55+ u 2014., u mil Izvor Eurostat
Izvor: Eurostat 2015.
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• SILVERPRENEURS - srebrni poduzetnici – profesionalno angažirani, aktivni, otvoreni za nove projekte, nove tehnologije, vole nove i inovativne proizvode, ne vjeruju oglašavanju
• SILVER PANTHERS– srebrne pantere, umirovljeni profesori, intelektualci, nemirna duha, visokih zahtijeva, profinjeni, umjereni, skloni mudrim rješenjima, s obiljem vremena
• SUPER – GRANNYS super bake – samopouzdane, društveno i kulturno orijentirane dame (55+) vode računa o obitelji i sebi samima, vole modu, putovanja, kupovinu, vode računa o VZN vrijednosti za utrošeni novac
• CULTURE VULTURES – kulturni grabežljivci, lešinari – hrane se povijesnom baštinom i kulturom, jako zainteresirani za glazbu , umjetnost , kazalište , itd http://culturevulturesfez.org/cultural-tourism/
• GREY-HOPPERS – sivi skakači – traže pravu promjenu u načinu života, stilu i nove aktivnosti, u odličnom su mentalnom i fizičkom zdravlju, vole sportske aktivnosti mladih, odabiru zdravu i ekološku hranu..
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•Putuju „pametno” izvan sezone, u vrijeme kada nema
gužvi, razgled i boravak u destinaciji je miran,
staložen, na raspolaganju su im sve usluge bez velike
gužve, bez vrućina i masa
•Putuju više puta godišnje uživajući u drugoj mladosti
•Putuju češće i na duže vrijeme, s velikim
zanimanjem za gradove i kulturna zbivanja, polažući
važnost na specifične i prilagođene usluge, ne
odbacujući luksuz
• Imaju više vremena, dobar potrošni kapacitet, i traže
bolju kvalitetu života
•Podložni su navikama i često se vraćaju se na isto mjesto
•Ne putuju više samo u grupama, znaju predvidjeti
troškove puta, jela, smještaja
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SENIORI:
• entuzijastični su,
• istraživači kultura,
• eskapisti
• duhovni putnici
• nostalgičari, mislioci,
• traže nove spoznaje i kulturno –povijesne destinacije
• traže posebne prilike da upoznaju nove ljude, razviju nove društvene sredine
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World Tourism Day recognizes the importance of tourists and the tourism industry across the globe.©iStockphoto.com/Alex Nikada
SENIORI:
• starenje utječe na promjene u ponašanju vezanom uz putovanja
• još uvijek vole paket aranžmane i putničke agencije
• naglasak na višem stupnju udobnosti i manjeg rizika
• traže fleksibilnije i individualizirane pakete
izvori informacija :
• prijenos osobnih iskustava
• Internet postaje sve češći u istraživanju, planiranju odmora
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Srebrna generacija - aktivni i znatiželjni- traže osobni pristup- traže kulturu + soft adventure- svako putovanje je i wellness putovanje
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INTERPRETACIJA
• Sadržaj staviti u suodnos i kontekst
• Ostvariti uranjanje u priču
• Stimulacija za stvaranje vlastitog mišljenja
• Raznolikost interpretacijskih medija
• Fokus na ciljanu temu iz različitih perspektiva -Raznolikost razina vezanih uz centralnu temu
• Lako razumljivo svima
• Asocijativnu povezanost s posjetiteljem
• Pouka i moralna poruka
• Kreiranje emotivne veze
• Dostupnost podataka
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• Istražuju nove stvari• Žele učiti o nepoznatim i poznatim
kulturama i odredištima• Ostvariti snove iz mladosti
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PRILAGODITI:• Liftove• Klupice• Kafiće i restorane• Vodiče - kompetentni• Ritam razgledavanja• Fokusirana signalizacija• Razne rute po muzeju• Tišinu, mirKOD IZLOŽAKA:• Položaj interpretacijskih
tabli u razini očiju• Položaj legendi• Veličina slova• Kontekstualizacija• Participacija • Prilagođene cijene• Audio vođenja• Interpretacijske tehnike
- raznolike
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http://www.europeseniortourism.eu/
https://www.youtube.com/watch?v=4jnHXYFTnc4
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- Transformacijska putovanja - rast kroz putovanje- Autohtonost i autentičnost su na prvom mjestu- Lokalni vodiči imaju prednost- Osobno iskustvo
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- Vole gradove, - Borave u njima i do 8 dana- Biraju sve bolje i skuplje hotele- Noćenje u gradovima plaća se
cca 105 eura- Na putovanja u gradove troši
se 825 eura u prosjeku
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DINAMIČNI POVIJESNI GRADOVI
Izvor: TZ PULA
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SREBRNA GENERACIJA
MOBILNOST
TRANSFORMACIJA KULTURA
UMREŽENOST+
DRUŠTVO
EDUKACIJA
EKOLOGIJA
ZDRAVLJE
SIGURNO
ST
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WTM
Trends
2015
LUXURY
Destintions
FOOD
In-home dining /Culinaryworkshos
SECONDARY CITIES
AMERICAN DREAM
TRAVEL 3.0
MTA MOBILE BOOKING
HIPSTER HOLIDAYS
H2H
H2H
H2H H2H
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Hipster Holidays’ revolutioniseEuropean city break
• mladi i znatiželjni
• Istražuju alternativne skrivene kvartove
•Traže odmak od prezagušenih gradova masovnog turizma
• Otvaraju put novim poslovnim mogućnostima
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THE YOUNG, THE GOOD AND THE CURIOUS
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Glavna motivacija –interakcija s lokalnim stanovništvom 55%
Okusiti svakodnevni život u stranoj zemlji 45%, Iskusiti lokalnu kulturu
jubitelji lokalne hrane – FOODING – dalje od stereotipa
Putovanja sa svrhom – svrhovita putovanja
Pioniri, istraživači i vjesnici su novih turista
Ljubitelji mikro dizajn hostela
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UNWTO and WYSE Travel Confederation - međunarodna putovanja mladih
VOLUMEN US$ 165 mlrd. u 2010. 190 mil putovanja u 2012. 300 mil putovanja u 2020. US$ 2,600 na putovanje (prosjek 995)
OSOBITOSTI TRŽIŠTA MLADIH Kreiraju trendove Kreiraju informaciju Pioniri su u otkrivanju destinacija – Informacija u realnom vremenu –INSTAGRAM…! Traže „COOL FACTOR” Društvena bića -Online &Offline Autentična lokalna iskustva (Eatwith.com , Bookalokal…)
http://www.hotel-online.com/News/PR2013_2nd/Apr13_MillennialTrends.html
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ANCONA
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FLORENCE
The Galileo Galilei Institute for Theoretical Physics (GGI) organizes and hosts small-size advanced workshops in theoretical particle physics.
Each 2-3 months it hosts about 10 to 30 participants selected among those most active in the field within the international community
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Izvor: TZ PULA
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tehnologije+znanje emocije
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tehnologije+znanje emocije
LONDONCHICAGONMANCHESTER
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Munich for young visitorsMunich is hip, young and multifaceted.MUZEJI: museums of the Munich Art Quarter, not far from Munich's acclaimed universities and the art academy.ŠKOLSKI: Munich is an ideal destination for school children and students who don't mind a bit of learning: its museums offer masterpieces from Greek antiquity to the 21st century, while the
Deutsches Museum and the BMW Museum bring the history of technology to life in a fascinating way.
For object lessons in German and European history, there are royal palaces or the concentration camp memorial site in nearby Dachau, and the Nazi Documentation Centre Munich which was opened in 2014.MODA: Fashionistas can peruse the output of young
Munich designers of fashion, jewellery, bags or furniture on Gärtnerplatz and in the city centre.KONCERTI: clubs and concert halls, at open-air concerts, alternative festivals and house discos, the party goes on right through the night.
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ZA SOCIJALNE KATEGORIJE MLADIH: Među brojnim gradovima sa sličnim programima ističe se Pariz koji nudi besplatan posjet i velike popuste u preko 100 muzeja i spomenika, ali kroz posebno osmišljene ture, poput „Inexpensive Paris“ i „Paris for free“
Izvor: UNWTO - Accessible Tourism in Europe
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tehnologije+znanje emocije
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• KOMPAS • ISTRALINE
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Source: UNWTO : Manual on Accessible Tourism for All
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Prilagođenost muzejskih prostora u RH: , 95 od 280 muzeja ima djelomično ili u potpunosti prilagođenu infrastrukturu za osobe s fizičkim invaliditetom, dok tek četiri muzeja imaju izloške prilagođene slijepim i slabovidnim osobama
Izvor: UNWTO Tourism for All
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http://www.istra.hr/.app/upl_files/Guide-for-disabled-Istria.pdf
PULA
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PRILAGODITI:• Liftove• Klupice• Sanitarne čvorove• Kafiće i restorane• Vodiče• Ritam razgledavanja• Signalizacija• Tišinu, mirKOD IZLOŽAKA:• Položaj
interpretacijskih tabli• Položaj legendi• Veličinu slova• Kontekstualizacija• Participacija • Prilagođene cijene• Audio vođenja
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http://www.disabledholidays.com/Wheelchair-friendly-beach-property-17176.html
https://issuu.com/urihozagreb/docs/prelom_vodic_invalidi__1_.compresse
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POLAZIŠTE: HUMANIZACIJA
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• Odgovornost• Autentičnost• Samospoznaja• Transformacija
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1.NOVEVRIJEDNOSTI
KONTEKSTKONKURENTNOST
KT SE MIJENJAKORISNIK SE MIJENJA
2.PAMETNE DESTINACIJE
MULTI-DISCIPLINARNOSTKONSTRUIRANJE DEST.
IDENTIFIKACIJA DIONIKAUMREŽAVANJEMAPIRANJE
3.FOKUS
SADRŽAJNI
DIFERENCIJACIJAODABIR FOKUSA
PREGLED PROJEKATAEVALUACIJA RESURSAPRIORITETI , RAZINEPREPOZNATLJIVOST
4.FOKUS
PROIZVODNIORKESTRIRANJE
DIZAJN DESTINACIJEODRŽIVOST
5.FOKUS
KORISNIČKI
ODGOVORNOSTVIDLJIVOST H2H
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KULTURNO-POVIJESNE
DESTINACIJE
KREATIVNE
DESTINACIJE
PAMETNE
DESTINACIJE
ARHEOLOŠKI
GRČKI, RIMSKI
ROMANIČKI
GOTIČKI
RENESANSNI
BAROKNI
INDUSTRIJSKI…
KREATIVNOST
UMJETNOST,
DOGAĐANJA,
TRADICIJE…
KULTURA
KOMUNIKACIJA
MULTIMEDIJI
UMREŽENOST
ZNANOST
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DMK: INTEGRIRANI PRISTUP DESTINACIJAMAKOORDINACIJA: Funkcionalna područja turističkog grada
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DIFERENCIRANJE DESTINACIJA
IZVORNE IDENTITETSKE RAZINE: KULTURA, ZNANOST, PRIRODA
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• Prema PROIZVODU
• Prema TEMI
• Prema KORISNICIMA
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identifikacija i
evaluacija
Umrežavanje
I opremanjeedukacija
organizacija i
upravljanje
tematski
fokuskorisnici
turistički
proizvod vidljivost održivost
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pronalaženje modela
komplementarnosti
DMKorkestriranje
koordinacija mreže odnosa
Izvor: Ridderstrale/Nordstrom
KonkurentnostPOVJERENJE
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POZNAVANJE
DESTINACIJE
KULTURNO-UMJETNIČKI
RESURSI
ENO-GASTRONOMIJA
TEMATSKI SMJEŠTAJ
TEMATSKE ŠETNICE BICIKLISTIČKE
AKTIVNOSTI PROJEKTI
PRISTUPAČNOST PRIJEVOZ,
SIGNALIZACIJA, PARKING
INTERPRETACIJA CENTRI, MUZEJI, GALERIJE
Izvor fotografija:TZ Pula
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European Best Destination (EBD) - zbog bogate kulturne, povijesne i prirodne baštine.
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10/20/2016 75
Ponude – osmišljenih sadržaja
kulturnih i uslužnih
Koncentracija
Potražnje – TA - turista
odgovornost
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STUDENTS&
EXPERTS
CULTURE VULTURES
BIKERS AND FAMILIES
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infrastruktura
Kulturna baština
Eno gastronomija
smještaj
HR
+
zajednica
UKLJUČIVANJE SVIH DIONIKA
Prirodno
naslijeđe
događanjaWell being
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STVARANJE NOVE ZONE UGODENOVI KORISNICI ???- NOVE VRIJEDNOSTI
OPAL NOUVEAU M LOHAS
Homo medicus Homo spiritusHomo aesteticus
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Izvor:Internet/ Tommy Ingberg