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Relaunching tourism in Lombardy:
A proposal for an “Enogastronomic” Product
Club
Tutors:
Francesca d’Angella
Andrea Rossi
Authors:Mirko Chianesi, Sarah Chow,
Sara Monfregola*, Martina Placucci, Andrea Scacchioli, Stefania Sossi
*phase 1
Master in
Tourism Management
VII Edition
2010-2011
SUMMARY
1) The assigment
2) Introduction
3) The product club What is a product club? Why a «Enogastronomic» product
club? The philosophy Advantages Public and Private members Requirements The interorganizational structure Roles and functions
4) The financial structure
5) Performance evaluation
6) The offering system
THE ASSIGNMENT
Our goals were:
• To build the organizational structure of the product club;• To choose the public and private bodies to involve;• To pinpoint the offering system of the product club;• To structure the proper financial model of the organization.
The idea of the product club that we created has to be seen as a pilot test for a further development of this type of tourism organization. If this pilot test will be successful, the LR could think about implementing other product clubs in the future, focused on other tourism offer (e.g. cultural cities, Alps, etc.).
INTRODUCTION
HOWEVER WE THINK THAT CULTURE IS SOMETHING MORE, ESPECIALLY IN ITALY, WHERE A SIMPLE HABIT (EATING) HAS BEEN TRANSFORMED INTO
…a way of life.
That is why the enogastronomic culture is a good starting point to relaunch tourism in
Lombardy.
Traditional culture:«Culture, … includes knwoledge,
belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of
society» (Tylor, 1871)
THE PRODUCT CLUB
THE PRODUCT CLUB
A tourism product club is a product development
partnership established and led by the tourism
industry stakeholders including small- and/or
medium-sized companies. The group pools its
resources to develop new market ready products or
to increase the value of existing ones.
What is a product club?
THE ENOGRASTRONOMIC PRODUCT CLUB
NO46%
YES54%
ENOGASTRONOMIC
OFFER
Ancient tradition of enogastronomic culture;
Growth of enogastronomic tourism (+60% in 2010 with 5mln€ of revenues*);
Enogastronomic heritage of undisputed value;
Presence of high quality restaurants and culinary innovation;
It is strictly related with the theme of the 2015 Milan Expo (Feeding the Planet, Energy for Life);
Based on our 182 websites D-WEB analysis of European Regions, the enogastronomic offer is an important part of Tourism also in the other European Countries (see figure).
MISSION The «Enogastronomic» product club of Lombardy region
has to link together the main actors of the enogastronomic
heritage of the region in order to create a set of
tourist activities that lead visitors to discover the
area through culinary experiences. The product club will be able to
create a network of
industries, public and private
actors that will join their efforts
and their knowledge to offer an
unforgettable experience for
tourists interestes in the art of
food.
PHILOSPHY AND LOGO
ENOGASTRONOMIC PRODUCT CLUB
The logo represents the Lombardy territory, plunged in
the enogastronomic culture, symbolized by the colour of
the red wine.
The «Enogastronomic» P.C. of
Lombardy region wants to
differentiate itself by offering
to its partners quality tourism and
marketing services; and to the
tourists a range of new
experiences. Its aim is to make
the tourist discover the terroir of
Lombardy through the five
senses* while helping to
preserve the local
enogastronomic traditions.
ADVANTAGES
To be present in the map guides, the catalogues and the webiste that will be created. These will be the main promotion tools used by the Product Club;
The creation of a enogastronomic network that will allow to link more all the production areas;
To get benefits from the market research and studies that will be held by the Product Club;
The integration of the enogastronomic offer with other tourism products;
A core promotion of those rural areas that are not usually included in the main tourism itineraries;
The opportunity to take part to events of a certain importance that will have a great impact on tourism promotion;
To be assisted by tourism professionals in the development of tourism packages and promotion;
THE OFFERING SYSTEM
FOR THE MEMBERS:
Periodic reports: related to the members trend, the evaluation of the satisfaction of each product club components.
General statistics: on a national and regional level.
Marketing&Promotion support
Professional assistance (training programmes & refresher courses)
The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and
to the tourists (the final clients):
MEMBERS
Lombardy Region Lombardy provinces Chambers of Commerce Tourism Offices like APT, IAT, EPT UNPLI Regional Committe for
Lombardy
Exhibitions and Local Festivals(i.e. Sagre) organizations, Tourism Consortia for Lombardy, Local and Traditional products and wine Producers Consortia, Territorial associations and others tourism promotion
organization of Lombardy, Wines and flavours’ roads Federations of Lombardy Folk, cultural and traditional heritage associations of
Lombardy
PUBLIC
PRIVATE
COMPULSORY REQUIREMENTS
To be located in the Lombardy Region Territory; To be able to speak one or more foreign languages; To provide brochures, thematic maps and other
communication facilities; To promote incoming flows of tourists, culture and
traditions. To organize or participate to exhibitions, festivals
and events related to regional enogastronomy.
GENERAL
SPECIFIC REQUIREMENTS
Each dish must be prepared utilizing ingredients and local products with DOC/DOCG/STG/IGT/DOP /IGP labels in a percentage of 75%;
To sell local products with DOC/DOCG/STG/IGT/DOP /IGP labels; To be able to offer menus based on traditional recipes even if
revised in a modern way; To change menus according to the seasonality of local products ; The 75% of the total wine offer must be covered by local wines; To offer alternative products, like vegetarian, biological and gluten-
free food; For accomodation and lodging: to be able to provide also additional
services.
HO.RE.CA.
SPECIFIC REQUIREMENTS
To give high visibility of the Product Club Logo (pubblished on the menus, brochures, own website, etc);
To expose in a key point of the structure the whole map of the itineraries and give general information about the P.C.;
To provide brochures and other facilities in order to make visitors able to achieve the Vision and the Mission of the P.C.;
To provide monthly report about their activities to the Analysis Department.
FOR NEW MEMBERS
FOR PRODUCERS
To produce one or more traditional products – see Annexes/Table 1; To respect the seasonality of the products; To respect the consistency and the traditional method of
production processes.
ORGANIZATIONAL STRUCTURE
General Manager
President
Assembly Members Operative Functions
Marketing & Communication
Analysis Dep.
Finance & Administration
Public Sector
HO.RE.CA.
Local Producers
Tour Operators &
Travel Agencies
MEMBERSHIP COMPOSITION
22%
22%
19%
37%
Membership Composition*Public Sector
Producers & Consortia
Tour Operator/Travel Agencies/Event Organizers
HO.RE.CA. / Agritourism / Other Lodging Fac.
* This is a membership composed by 63 members considering an average of 1-2 participants per province
THE FINANCIAL STRUCTURE
THE FINANCIAL STRUCTURE
- EXPECTED REVENUES -Annual Fees(in K of €)
%
1. Public members 12,5k 175k 24%
2. Private members (avg fee)*
0,6k 30k 3%
3. Marketing activities contributions** 200k 26%
4. Region funds for annual programmes 350k 47%
TOTAL 755K 100%
Annual Fees(in K of €) %
1. Public members 12,5k 175k 24%
2. Private members (avg fee)* 0,6k 30k 3%
3. Marketing activities contributions** 200k 26%
4. Region funds for annual programmes 350k 47%
TOTAL 755K 100%
* Private members’fee is calculated on their capacity/volumes** From public/private co-participants not involved in the PC membership
THE FINANCIAL STRUCTURE
- PROSPECTED COSTS -Annual Costs(in K of €) %
1. Investment for the annual programme- Enogastronomic&Culture: website,
consultants, etc
300k 40%
2. General costs for programme management 50k 7%
3. Marketing&Promotion- brochures, campains, exhibitions, fairs etc
200k 26%
4. Employees payroll (with VAT and taxes)
- President- General Manager- 3 Operative Team- 1 Administrative Responsible
205k25k50k
100k30k
27%
TOTAL 755K 100%Note: This financial model has been inspired by pre-existent Product Club budgets.
PERFORMANCE EVALUATION
PERFORMANCE EVALUATION
- PRODUCT CLUB -SEMESTRAL ANALYSIS OF STATISTICS
The number of “clicks” in the P.C. website (annually)
The number of visitors in the P.C. area (quarterly)
SATISFACTION QUESTIONNAIRE
An annual evaluation of members’ satisfaction about
the P.C.
MEMBERS’ DYNAMICS
New entrance requests and exits
MEDIA COVERAGE
Press, TV, Radio, Social Media
PERFORMANCE EVALUATION- MEMBERS -SURVEY FOR TOURISTS’ SATISFACTION
On line questionnaire
Customer Satisfaction forms
BLIND AND OFFICIAL INSPECTIONS
Product certifications
Facilities provided
Environmental quality
To check if the members keep meeting the requirements
THE OFFERING SYSTEM
THE OFFERING SYSTEM
The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and to the tourists (the final clients):
FOR THE TOURISTS:
• THE RIGHT PROPOSAL FOR DIFFERENT TARGETS
ENOGASTRONOMIC ITINERARIES
CULINARY WORKSHOPS
SINGLE ATTRACTIONS
THE OFFERING SYSTEMTO ADDRESS THE RIGHT TARGET
THE ENOGASTRONOMIC EXPERIENCE CAN NOT BE THE SAME FOR EVERYONE!
IT’S IMPORTANT TO UNDERSTAND
THE DIFFERENT TOURISTS NEEDS &
TO ATTRACT THE RIGHT TARGET,
TO THE RIGHT OFFERING PROPOSAL.
YOUNG
GREEN TRAVELL
ER
LUXUR
Y LOVER
S
ARTISTIC ESPRIT
ROMANTIC
ESCAPE
SILVER MARKET
WHO WE WANT TO ATTRACT?
FAMILY
LEARNING ITALIAN
LIFE STYLE
IN A HURR
Y
THE OFFER FOR TOURISTS EXAMPLE)
CHEESE & WINE TASTING TOUR IN STELVIO NATIONAL PARK (VALTELLINA)
TARGET: GREEN TRAVELLER
CULINARY WORKSHOP IN FRANCIA CORTA
TARGET: LEARNING ITALIAN LIFE STYLE
A LUXURIOUS ENOGASTRONOMIC EXPERIENCE IN MILAN
TARGET: LUXURY LOVERS
THANK YOU
FOR YOUR
ATTENTION!
Mirko Chianesi, Sarah Chow, Sara Monfregola, Martina
Placucci, Andrea Scacchioli, Stefania Sossi