HAPPINESS COMMUNITY-BASED TOURISTIC EXPERIENCE IN NORTHERN UGANDA
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Transcript of HAPPINESS COMMUNITY-BASED TOURISTIC EXPERIENCE IN NORTHERN UGANDA
INNOVATIVE EXPERIENTIAL CONCEPT FOR
COMMUNITY BASED TOURISM IN NOTHERN UGANDA
MTM TEAMAlessia Simula, Anzhela Tanas, Aries Criscione,
Bohdana Bukatar, Carolina Mardegan, Giuseppe Pistone, Ilaria Battistella, Iulia Davydova, Marco Lancellotti, Mariana Masotti, Martina Marcucci,
Matteo Taller, Myriam Granozio, Ritwik Patil, Sara Lucarini, Stefania Rampini, Stefania Tedesco
Valeriia Maltseva, Yulia Shinkareva
TUTORSAndrea Rossi
Maurizio Goetz
IN COLLABORATIONS WITH
OBJECTIVE
TO DEVELOP AN INNOVATIVE
AND SUSTAINABLE CONCEPT
ABLE TO ATTRACT TOURISTIC
FLOWS IN NORTHERN UGANDA
How did we get there?
In which we performed a research in different
FIELDS OF ANALYSIS
RESEARCH PHASE CREATIVITY PHASE
By which we came out with our experiential concept after
the implementation of EFFICIENT CREATIVITY
METHODS
Research Phase
Methodologies of the Research
Interview to: Dario Ferroni (Viaggi Solidali)Francesca Oliva (AVSI)Cristina Toscano (Fondazione Cariplo)Enrico (Trekking Italia)
PRIMARY RESEARCH
Blogs analysisLiterature analysis Statistics analysis
SECONDARY RESEARCH
• What is the actual and the potential touristic demand?
• Where do tourists come from?
• How long do they stay? And how much do they spend?
• Why do they go?
• Who are our main competitors?
• What do they offer?• What is the actual
situation in Northern Uganda?
• How can we be different?
• Where is Northern Uganda?
• What is its Political Situation?
• What are the main attractions?
• Which are its main problems?
Fields of Analysis
DESTINATON ANALYSIS
ANALYSISOF DEMAND
COMPETITOR ANALYSIS
Fields of Analysis
• Community Based Tourism Studies
• Definitions• Our definition
Literature analysis
• Identification of potential segments
• Development of a Segmentation Model
• Definition of target segment
Segmentation Model
CREATIVITY
PHASE
Destination Analysis Results
What do we know about Northern Uganda?
• Leader• War
Political Situation
• Position• Population• Infrastracture
Geographical Location
• National parks• wildlife• Local community
Main Attractions
See Appendix I for further details
Surface: 236.040 km²
Population:34.590.205
kWh per capita: UGANDA 12 USA: 14.000
Capital : Kampala
ROADS:30,000 kilometers, of roads; 2,800 kilometers are paved
RAILWAYS: about 1,350 km
AIRPORTS: Entebbe, 32 km from Kampala
The geographical mobile phone coverage is about 65%
Destination Analysis Results
See Appendix I for further details
Geographical Location
Destination Analysis Results
Political situation Government: Presidential republic
President: Yoweri Museveni (since 1986 )Vice President: Edward SsekandiPrime Minister: Amama Mbabazi
Currency: Ugandan shilling
Official Language : English and Swahili
WAR: The president has struggled for years in the civil war against the Lord's Resistance Army , which has been guilty of numerous crimes against humanity, including child slavery and mass murder. Conflict in northern Uganda has killed thousands and displaced millions. For years people from Northern Uganda have been gathered in small spaces for their own safety, and only recently they could go back home.
VAT : since july there is this nex tax on the tourist product that is the 20%
See Appendix I for further details
Destination Analysis Results
See Appendix I for further details
1. Murchison Falls National Park
2. Kidepo National Park
3. Very interesting for the bird watching
4. Breathless scenary 5. Amazing wild animals
Main Attractions
Demand Analysis Results
What is the actual and potential demand?
1. What is the actual turistic demand?2. Where do tourists come from?3. How long do they stay?4. How much do they spend?5. Why do they go?
See Appendix II for further details2011
2011
COMPETITORS ANALYSED
Competitors Analysis Results
Who are our competitors?
See Appendix III for further details
30 TOs in Uganda
25 TOs in Africa
10 TOs Worldwide
WHAT DO THEY OFFFER?
The most common offers are Safaris and/or Nature based activities.
ACTUAL SITUATION IN NORTHEN UGANDAWildlife trekking is the main activity provided in the region. Northern Uganda is known for kind and colourful communities.There is a vague evidence of community-based tourism in the region characterized by one/half day visit to local villages.
TO BE DIFFERENT WE HAVE TO LEVERAGE ON LOCAL COMMUNITIES AS A VIBRANT UGANDAN RICHNESS
OBJECTIVEHow can we be different?
SOLUTION :
COMMUNITY-BASED TOURISM
Literature Analysis Results
What did authors say about Sustainable and Community Based tourism?
See Appendix IV for further details
After the analysis of the literature, we identified which points are the most important for us to develop our own experiential concept of Community Based experience.
Mos
t re
leva
nt li
tera
ture -WTO
-COMCEC-KISS-APEC-DIXEY-MAKUMBA-SIMMONS-PEARCE-BOONRATANA
Our community based experience should..
Increase local economy and diversity
Promote partnership between national and international
tourism stakeholders
Increase Self reliance
Reduction in the use of energy
Take care of social and economic needs of residents
Protection of biological diversity and natural resources
Segmentation ModelWhich segments can be identified? Which one is our target?
See Appendix IV for further details
ECO TOURIST
Adventure
Independent
Animalist Culture
Research
Customised Adoption
Voluntary
VFR
We developped our segmentation model, identifying 10 different types of segments
whose description can be found in the appendix IV . We decided to focus on the
ECO TOURIST
Creative PhaseHow did we get to an innovative experiential concept?
See Appendix VI for further details
To use, transform and improve the information and the ideas we gathered in Phase 1 in order to design an Innovative Experiential Concept for Northern Uganda Tourism Goal
We applied an Accurate creative methodologu developed by Professor Andrea Rossi and Professor Maurizio Goetz called
TOURIST EXPERIENCE DESIGN®Method
We came out with a brand new concept, described in a Manifesto, exemplified by a Storytelling and described in any aspect from the Tourist Profile to the Experiential Results: theHAPPINESS COMMUNITY BASED TORUST EXPERIENCE
Output
Creative PhaseWhich creative tools did we use?
See Appendix II for further details
The classic technique has been applied to every aspect of the concept as a starting point for further selection and improvement
BRAIN STORMING
A technique to improve our previous ideas by Substitute Combine Adapt, Magnify, Put to other uses, Eliminate or Rearrange some of the elements
SCAMPER
A story created to give life to our concept. It exemplifies the experience we conceived and it is useful both for the tour operators and the tourists.
STORYTELLING
TOURIST EXPERIENCE
DESIGN®
Creativity Phase OutputWhat did we define in the Creative Phase?
Our
Tou
rist P
rofil
e
• Who he/she is
• How we want
him/her to feel
• What are his/her
need s and
motivations
• Dreams and Fears
• Main Constraints Exp
erie
ntial
Con
cept • Definitions of
Community and Happiness
• Our broad Concept• Experiential Points• Value and meaning • Differential and
Innovative aspects• WOW elements• Behaviour and
Interaction• Experiential Results
Ext
ende
d Ex
perie
nce
Cycl
e
• Pre- experience Phase
• In-Experience Phase
• Post-Experience Phase
Eco-Tourist ProfileWho is he/she? How do we want him/her to feel?
He/She wants to escape from ordinary lifeHe/She wants to see breathless scenary
He/She respects the environmentHe/She is interested in local people and their tradition
• ENTHUSIASTIC to partecipate to the local life• MOTIVATED to be involved in the environment • EXCITED about the community-based experience
See Appendix II for further details
Tourist ProfileWhat are his/her needs, motivations, dreams and fears?
Needs
Relax in nature
Feel Free
Observing Wildlifee
Learning about local
communities
Motivations
Escape from ordinary life
Discover new places and
feelings
Be involved in environment
al projecs
Participating in outdoor activities
Dreams
Self actualization
Economic Stability
Being appreciated
by others
Environmental Stability
Fears
Feel useless
Job loss
Diseases
Bad igenic conditions
See Appendix II for further details
Experiential Concept
Main Definitions
“RELATIONSHIP AND INTERACTION OF PEOPLE WITH SPECIFIC NEED BELIEVES AND DIALECTS WHO SHARE COMMON VALUES AND COOPERATE TO REACH THEIR HAPPINESS”
COMMUNITY
“HAPPINESS IS A POSITIVE STATE OF MIND THAT INCLUDES EXCITEMENT, EUDAMONIA, OPTIMISM AD PEACE OF MIND CAUSED BY EXTERNAL FACTORS THAT CAN CHANGE YOUR
APPROACH TO LIFE AND MAY LEAD TO ELATION ”
HAPPINESS
See Appendix VI for further details
Experiential Concept
What is our Experiential Concept?
• Our concept has been conceived as a great opportunity to escape from the stress of ordinary life and recharge the batteries.
• Northern Uganda and its local population attitude, are perfect to experience a deep sense of happiness
• We hope it will make the travellers become conscious of their own identity through many different experiences
• We would like the travellers to leave back their western mental habits and to remind the essential values of life such as family, friendship, sense of community.
• We wish it will help travellers to find a new sense of life so that they will never be the same.
The Happiness Community Based Experience in Northen Uganda
See Appendix VI for further details
Experiential Concept
What are the main Experiential Points?
See Appendix VI for further details
Sharing lifestyle and collaboration with locals will be the core of the experience. The interaction will be based on Respect and the tourists will feel themselves part of the community.
Tourists will perform all the everyday activities of the communities like fishing, planting, building traditional musical instruments and handcraft necklaces
In our wishes, the experience should bring tourists to meditate on the true values of life and on what is truly important.
The tourists will hopefully experience a sense of peace with themselves and the universe, and will feel the happiness the locals are able to transmit
The experience will stimulate also sthe senses: breathtaking landscapes, local music, traditional dishes, contact with nature and no trace of smog when breathing!SENSE
RELATE
ACT
THINK
FEEL
Experiential ConceptWhat are the Value and the Meanings of the Experience?
IN ORDER TO BETTER EXPLAIN OUR CONCEPT AND ITS VALUES
AND MEANINGS, WE ALSO REALISED A MANIFESTO AND A
STORYTELLING!
See Appendix VI for further details
The meaning of the trip is the QUEST FOR HAPPINESS
Western people, often used to think that they have everything, will have the chance to understand that these people, despite having much less than us, are still able to feel really happy.
The values transimitted are solidality, friendship and fraternity as well as respect for differences
Experiential Concept
What is innovative and different?
IT IS THE FIRST COMMUNITY BASED EXPERIENCE FOCUSING ON THE
QUEST FOR HAPPINESS!
See Appendix VI for further details
IT IS THE TOURIST THAT RECEIVES HELP FROM THE LOCAL COMMUNITY
,NOT THE CONTRARY!
and collaboration are the core of the experienceINTERACTION
for traditions, ways of living and for diversitiesRESPECT
of cultural differences in behaviours andperceptions: tourist should be aware
of what is consideredacceptable and what is not.
KNOWLEDGE
Experiential Concept
Behaviour and InteractionBehaviour and interaction play a decisive role for the success of the Experience.
Therefore, they should be defined very clearly:
See Appendix VI for further details
Trust
Interest
Respect
Tolerance
HAPPINESS
Experiential Concept
What Experiential Results do we expect?
See Appendix VI for further details
In our expectations, tourists will hopefully
learn that modern commodities, as well as food and water are not to be taken for granted will hopefully resize their problems comparing them with the essential ones faced by Northern Uganda people
develop a deep sense of gratitude for what they have instead of focusing on what they have not
resize their problems comparing them with the essential ones faced by Northern Uganda people
learn how to be happy everyday
Experiential Concept
Extended Experience Cycle
So far we have focused on the aspects of our Experiential Concept
related to the experience itself. However, it is also important to
remember that the experience is not limited to the duration of the holiday.
It begins before (Pre-experience Phase) and it continues after (Post-
Experience Phase) and even if the In-Experience is vital for Post-
Experience phase, this is crucial for the Pre-Experience Phase. This is why
we talk about EXTENDED EXPERIENCE CYCLE
See Appendix VI for further details
IN-EXPERIENCE PHASE
POST-EXPERIENCE PHASE
PRE-EXPERIENCE PHASE
Experiential Concept
Extended Experience Cycle: Pre-Exp Phase
During the Pre-Experience Phase, potential customers search the web to find information about some tourist offer that can be interesting for
them. It is then crucial to adapt a web strategy to make our project visible and appealing to customers.
See Appendix VI for further details
In this phase they:• Gather information on our offer• Gather information on other offers• Compare• Create an image of the experience and shape their expectations
Experiential Concept
Extended Experience Cycle: Pre-Exp Phase
WE HAVE TO BE ACTIVELY PRESENT AND PROMOTE OUR EXPERIENCE
ON EVERY MEDIA, PROVIDING ACCURATE AND IMMEDIATE
INFORMATION ABOUT THE OFFER
See Appendix VI for further details
WEBSITE
MAGAZINES
VIDEO CHANNELS
Extended Experience Cycle:Post-Exp Phase
Experiential Concept
See Appendix VI for further details
During the Post-Experience Phase, customers that have lived the experience will go home and share their comments and feelings with
friends and relatives as well as on the web. This is why during the experience we must ensure that everything is wonderfoul.
In this phase they:• Compare with what expected• Communicate and share the experience• Express positive or negative opinions• Remember the experience (hopefully in a positive way!)
Extended Experience Cycle:Post-Exp Phase
Experiential Concept
See Appendix VI for further details
In this phase we perform an active listening and try to catch valuable feedback from our customers! Our aim is to improve as much as possible the experience. We have to monitor blogs, social media
conversation and rating websites such as Trip Advisor!
Thanks to the information Gathered we ask ourselves: Have we reached the expected goals?If there is a problem, we use web tools ans listen.
Tourist Experience Measure
Once defined the problem, we should take note the comments of our customers and take notes of our weaknesses. Then,we must work on re-design the experience to improve it.
Tourist Experience RE-Design
Plot & Characters
Story Telling
See Appendix VI for further details
Our protagonist is Bob, a 40-year old guy. He works for a company 12 hours per day and he is really stressed.
In order to recover himself, he decides to plan a particular vacation in Northern Uganda.
Bob will discover a new sense of life thank to the experiences, and he will go back home with his pockets plenty of human treasures…
.
He StoryTelling is the exemplification of our Experiential Concept
Other characters are:
• Girl in the library
• Irumba, Northern Uganda guide and cultural
mediator, who explains Bob the sense of all the
experiences he lives
• Nala (Irumba’s wife) and the children
• Northern Uganda community
Values and Meanings in the Storytelling
Experiential Concept
There are a lot of things in the story that carry particular meanings:
See Appendix VI for further details
• Legends of animals: the ancient stories that Irumba tells Bob make him think about his place in the world.
• The sunset that is shaping all the surroundings with a breathtaking blending of colours: this gives Bob a great sensation of freedom
• The smiles and hugs of Irumba’s family: thank to them he doesn’t feel a stranger but part of that family
• Special dinner: in this occasion Bob is able to absorbe and understand the values of family and hospitality
• The necklace given by the chief of the tribe: this is a symbol of belonging to the local community, now Bob is not a tourist anymore
• The traditional clothes that the guest wears to feel part of the HAPPINESS community
Storytelling
Which are the WOW Elements?
The first WOW Element is the moment in which Bob arrives in Northern Uganda and is shocked by the breathtaking landscape. He cannot explain this feeling but he feels immediately better
See Appendix VI for further details
He stands in front of the mirror, watching himself wearing again the western clothes makes him feel a strange emotion. A part of him is afraid to lose the happiness gained so far. Right in that moment, Irumba enters the room. He stares at him, smiles kindly and says: “Don’t you see? It’s not what you wear, or where you are. It’s just you…happiness is in your heart.
Conclusions
TO DEVELOP AN
INNOVATIVE AND
SUSTAINABLE CONCEPT ABLE TO ATTRACT
TOURISTIC FLOWS IN
NORTHERN UGANDA
OUR OBJECTIVE OUR EXPERIENCE
It’s INNOATIVE because it’s the first quest for happiness, where people go to be helped and not the contrary.
It is both innovative and SUSTAINABLE, because it respects people, traditions and environment.
It is able to ATTRACT touristic flows because its unique offer,combines the interest for environment and local tradition with spiritual benefits!
INNOVATIVE EXPERIENTIAL CONCEPT FOR
COMMUNITY BASED TOURISM IN NOTHERN UGANDA
THANK YOU