Haga clic para modificar el estilo de título del patrón 1 1

Innovation Strategy for Murcia’s Tourist

Business Sector

Mr Javier Celdrán

Murcia Region Development Agency

October, 5th 2010

2

Spain’s level of tourism maintains a leading international position; ranked second in the world, both in terms of tourist quantity and levels of income.

In order to continue its role as a generator of wealth, the tourist sector needs to confront several challenges:

•The increase of international competition.•The changes in demand that are becoming more segmented and specialized.•The new channels of promotion and commercialization.•The rigidity of the productive costs structure etc.

1. THE IMPORTANCE OF THE TOURIST SECTOR AND INNOVATION

Promote a new form of horizontal innovation for the whole System; improve scientific and technological capacity; and augment the effectiveness and efficiency of management processes.

OBJECTIVES OF THE NEW TOURIST ECONOMY (PLAN 2020)

3

WORK AMBIT

ACTIVITY (TOURISTIC PRODUCT)

ACCOMMODATION

Analysis of Tourist Products in the Region of Murcia

The Region’s tourist accommodation establishments:• Hotels• Apartments• Camping• Rural

KEYS to development

-- Decided support, via the Region of Murcia’s Development Institute, by the Councils of Tourism and Culture; Economy and Finance; and University, Business and innovation, -- Activities oriented to competitive improvement from an innovation perspective.-- High levels of participation and dynamism by the sector.

• Costal+Nautical• City

• Health• Golf

• Congresses• Rural + Active

2. AMBIT, CONTENT AND WORK METHODOLGY

4

Pág

ina 4

Pág

ina 4

So

urc

e:

Pla

n D

irec

tor

of

To

uri

sm R

egio

n o

f M

urc

ia 2

006-

2012

& C

ou

nci

l o

f C

ult

ure

& T

ou

rism

200

9

Interior and City:TravelersNational: 1,272,444Foreign: 263,939Overnight StaysNational: 5,724,733Foreign: 1,594,926

Costal:TravelersNational: 2,495,327Foreign: 767,973Overnight StaysNational: 18,451,068Foreign: 8,739,787

Interior: N.East, N.West, Valle de Ricote and Cieza, Sierra

Espuña, others.Cities: Murcia, Lorca, Cartagena, Caravaca

Coast: Mar Menor, La Manga, Cartagena Coast & La Union, Bahia de Mazarron, Coast of

Lorca & Aguilas

YEAR 2009 in the REGION of MURCIATOTAL TOURISTS: 4,799,683TOTAL OVERNIGHT STAYS: 34,510,514

5

CONTENT AND WORK METHODOLOGY

CHARACTERIZATION of business activities in the Tourism

Development of

STRATEGIESfor tourism innovation.From a business perspective.Innovation: identification of their competitive improvement axis-

DIAGNOSIS of business activities in the Tourism Sector of the Region of Murcia

ME

TH

OD

OL

OG

Y

Work Cabinet

Sector Survey In depth interviews with the institutions and corporations involved.General situation of the tourist and business sector..Attitude / sensitivity in the Sector.Innovation embodied in the Sector. . Institutional approach

Sector survey(validation of proceedings)

Secondary Documentation

CO

NT

EN

T

HOTELES (80) (*)HOTELES (80) (*)

APARTAMENTOS TURÍSTICOS (8)APARTAMENTOS TURÍSTICOS (8)

CAMPINGS (18)CAMPINGS (18)

ALOJAMIENTO RURAL (16)ALOJAMIENTO RURAL (16)

5

4

3

2

36

40

Lujo- 4

1ª- 3

1

5

Lujo

1ªcategoría

0

2

2ªcategoría 16

Uni

vers

o Em

pres

aria

l = 1

22 e

mpr

esas

Obj

etivo

de

la e

ncue

stac

ión

= 40

em

pres

as

APARTAMENTOS TURÍSTICOS 1ª3 LLAVES (3)APARTAMENTOS TURÍSTICOS 1ª3 LLAVES (3)

CAMPINGS (5)CAMPINGS (5)

ALOJAMIENTO RURAL (2)ALOJAMIENTO RURAL (2)

1ªcategoría 2

2ªcategoría 3

HOTELES (30)HOTELES (30)

Hospederías 6

2ª- 2 2

Otras2

Hoteles73%

Camping9%

Alojamientos Rurales

11%

Apartamentos Turísticos

7%

Porcentaje de la

tipología de Alojamientos que han

participado en la

encuesta

CRITERIOS DE SEGMENTACIÓN DE HOTELES CRITERIOS DE SEGMENTACIÓN DE HOTELES

PRODUCTOS TURÍSTICOS

Costa+Náutico (50%) -15 hoteles

Cultural – 5 hoteles

Congresos – 3 hoteles

Rural+Activo – 3 hoteles

Salud – 2 hoteles

Golf – 2 hoteles

CADENAS /NO CADENAS

GRANDES/PEQUEÑOS:medido en capacidad (habitaciones)

Buscar variedad de

hoteles en la muestra

Thematic Workshops. TIC Workshop. What is innovation? Workshop

22

10

1

MEDIA ALTA

I MPORTANCIAI MPORTANCIA

PR

IOR

IDA

DP

RIO

RID

AD

2

3

4

5

6

7

8

9

11

12

13

14

15

16

17

18

19

20

21

BOMBEROBOMBERO ESTRELLAESTRELLA

GARANTGARANTÍÍ AASOPORTESOPORTE

MED

IAA

LTA

ALTAALTA MEDI AMEDI A BAJ ABAJ A

PARTI CI PACI ÓN

Plenary session presentation

63. CHARACTERIZATION

• The main barrier to innovation in Murcian companies focuses on costs: direct costs, and funding for innovative projects

• The business aspects in Murcia which have seen most innovation have been:. Those related to advertising.. Those related to the possibility of making reservations.. Marketing and sales.. Quality and management systems.. Operations between the reception and the front-office.

• Consistent with their concerns, entrepreneurs focus their efforts on everything which:. Can provide increased sales (web sites, social networking, and

reservation engines. Revenue, Management, creation of CRM…) and. They can help reduce costs (outsourcing services; computer

management programmes integral to the company; comprehensive, environment friendly systems to reduce energy costs; quality systems ...

7

• As new technologies have been used to improve and enhance relationships with customers, suppliers, other administrations and also within the company:-- Customer relations (marketing, promotion, distribution, customer service, loyalty

programmes oriented to development of 2.0 applications 2.0 ...)-- Relationship with suppliers (pricing queries, wholesalers, distributors, requests for

quotes ...)-- Internal management / bureaucratic tasks, management of quality standards…)-- Relationships with other entities.

• When assessing the differences between the various products tested (Coast-Nautical, Cultural, Rural-Active, Conferences, Golf and Health) it shows that the differences don’t come from the product, but via the typology and characteristics of the analyzed company. From a qualitative point of view, one could make the following classification, with all the nuances, that are generated by the nature of the category groupings:

- +Propensión a la innovación

Hotelcadena

HotelgrandeHotel

Mediano

CampingAlojamiento

Rural

Apartamentos

8

Business competitiveness

. A complex situation with a broadly competitive environment.. Positive attitude to change. . Need for public support and shared leadership.. Negative perception of innovation due to lack of knowledge.. Information barriers.. Reduced dimension of companies.. Lack of internal and external references, and efficient channels of information dissemination.. Risk of innovation fracture in the sector.

. A complicated municipal situation accentuated by the environment.. Lack of awareness regarding the importance of positioning policies and the promotion of tourist destinations.. Level of “product” competitiveness in decline.. Need for forms of integral management.. Need for a framework of planning, strategy and reference.. Need for cooperation between knowledge centres, administration and business associations.

. Need for a greater level of connection between the administration, destinations, businesses and the scientific community. . . Need to promote positive-sum cooperation. Need for a stable work framework between the sector’s stakeholders... Absence of leaders who can promote the optimum development of new processes.. Perceived lack of institutional support for the sector; lack of awareness and motivation.

. Need for a knowledge management policy: objectives, analysis, dissemination.. Need for clarity and accessibility of work tools: sector keys, and the use of TICs.. Need for the exchange of market knowledge, destinations and tourist products between the regional research groups. Regional forum.. Need for established channels of information dissemination, and news bulletins.

Cooperation and structuring Management of knowledge

Competitiveness of destinations

4. INNOVATION DIAGNOSIS

9

ESTRATEGIC AXIS OF THE INNOVATION

Orientation of the COMPANY

DESTINATION Innovation

Cooperation and Structuring

Development of knowledge

5. DEVELOPMENT OF STRATEGIES FOR TOURISTIC INNOVATION

10

Pág

ina 1

0

AXIS ACTIVITY CHAINS MID-SIZED COMPANIES

MICRO COMPANIES

DESTINATIONS

I 1. Creation of a framework for innovation in the Murcia Region

I 2. Desvelopment of a network of networks

I 3. Campaign of new talent

I 4. Tourism Innovation Forum

I 5. Incorporarte the Network of regional cooperation in the Tourism sector

II 6. Incorporate the pre-innovation process: “innovation cheque”

II 7. Bridge to technologies, incorporation of ICTs to the tourist sector

II 8. Pilot Experiencies

II 9. Definition of a Technologies Map

III 10. Management of destinationss.

III 11. New tourist destinations

III 12. New forms of promotion

III 13. Environment as a competitive factor

III 14. Destination Innovator´s Manual.

IV 15. Backing the management of knowledge

IV 16. Identification of new innovation sources.

11

Many thanks for your attention ¡¡