alternative tourism in the Adriatic and Ionian Adriatic and Ionian Macroregion By Flavia Maria Coccia By Flavia Maria Coccia
WHY ACCESSIBILITY IS THE ENGINE WHY ACCESSIBILITY IS THE OF TOURISM It is impossible to overlook the interconnection It is impossible to overlook the interconnection among the 3 main gears of the tourism the tourism and socio-economic national system The “holiday for all” is the most most important purpose for the development and and the increase of the quality of tourism supply.
SUSTAINABILITY IS THE BASIS OF DEVELOPMENT FOR A TOURIST SUSTAINABILITY IS THE BASIS OF DEVELOPMENT FOR A TOURIST SUSTAINABILITY IS THE BASIS OF DEVELOPMENT FOR A TOURIST SUSTAINABILITY IS THE BASIS OF DEVELOPMENT FOR A TOURIST DESTINATION DESTINATION Social Quality Environmental Economic Sustainability Competitiveness A destination that does not undertake Cultural Natural, Natural, actions aimed at preserving the Wellness, environmental environmental resources Host environmental, cultural, landscape and income, and and landscape community and employment human resources ceases to be "tourist". resources resources identity Fonte: Unioncamere - Isnart
Know the customer, to let us choose Know the customer, to let us choose Customer decision-making making process search search for for perceptio perceptio purchase purchase evaluation evaluation of evaluation evaluation of post post purchase purchase informatio informatio n of of need need alternatives alternatives alternatives alternatives decision decision behavior behavior n n I would like to live a ... I could save there ... I could save there ... I'm satisfied, I'll nice vacation but through that other but through that other come back and experience ... structure I can also visit structure I can also visit recommend it! the territory ... ... I go to the agency, I ... I decided, go for the look on the internet, I holiday in the name of ask my friends ... discovering the local food and wine! Processo decisionale d’acquisto – Elaborazione Isnart da fonte “Marketing turistico” di Elaborazione Isnart da fonte “Marketing turistico” di Kotler, Bowen e Makens,
From Accessible Tourism to Accessible Hospitality The market and its needs needs The benefits of Accessible Tourism The benefits of Accessible Tourism • An almost unexplored market (127 million people) An almost unexplored market (127 million people) • Longer season (preference for low season periods) Longer season (preference for low season periods) • Increase in turnover by 15% • Customers with medium-high spending power (up to high spending power (up to € 120 per day over overnight stay) • Extended holidays (at least one holiday per year over 10 Extended holidays (at least one holiday per year over 10 days)
Accessible Hospitality Accessible Hospitality - Who are these Guests PEOPLE WITH BLIND AND SPECIAL FOOD HYPOVED SCHEMES HEARING SENIORES IMPAIRED MOTOR FAMILIES WITH IMPAIRMENTS SMALL CHILDREN
Accessible Hospitality Accessible Hospitality - Who are these Guests • demographic trend • • Population aging Population aging • Elderly with the caregiver • People with disabilities (motor, sight, hearing, cognitive, etc.) • Persons with temporary disabilities
Current demand and forecast of Accessible Tourism EU Current demand and forecast of Accessible Tourism EU 1,000,000 861,869 900,000 841,496 821,215 801,369 782,768 851,662 800,000 831,337 811,197 791,843 As of 2011, there were 700,000 138.6 million people with 600,000 access needs in the EU, of 518,647 509,029 499,467 489,897 480,314 500,000 470,759 461,307 452,073 443,209 which 35.9% were people 400,000 343,222 339,558 339,770 340,062 340,439 340,901 341,440 342,029 342,632 with disabilities aged 15- 300,000 64, and 64.1% were the 64, and 64.1% were the 200,000 elderly population aged 100,000 65 or above. 0 2012 2013 2014 2015 2016 2017 2018 2019 2020 Demand by People with Disabilities Demand by The Elderly People Demand by People with Access Needs Demand by People with Access Needs Among the EU27 countries, UK, France, Germany, Italy and Spain are countries with the largest Among the EU27 countries, UK, France, Germany, Italy and Spain are countries with the largest population of people with access needs, all above 10 million population of people with access needs, all above 10 million In 2012, people with access needs in the EU took approximately 783 million trips within the EU, In 2012, people with access needs in the EU took approximately and the demand is anticipated to grow to about and the demand is anticipated to grow to about 862 million trips per year by 2020, equivalent to an average growth rate of 1.2% annually.
Economic impact of Accessible Tourism in the EU Economic impact of Accessible Tourism in the EU Direct gross turnover (2012): +/- €352 billion 352 billion Total Gross turnover + multiplier effect (2012): +/- €786 billion . Total Gross turnover + multiplier effect (2012): +/ The direct employment contribution of EU’s Accessible Tourism is about The direct employment contribution of EU’s Accessible Tourism is about 4.2 million persons; after taking the multiplier effect into account, the total employment generated is about taking the multiplier effect into account, the total employment generated is about 8.7 million persons
Cost of non-accessibility of tourism accessibility of tourism Scenario A : minimum improvement minimum improvement (+18%) +/- €415 billion Scenario B: medium improvements Scenario B: medium improvements (+25%) +/- €439 billion Scenario C: maximum improvements (+36%) +/- €480 billion Scenario C: maximum improvements Scenario Scenario A Scenario B Scenario C People with The elderly People with People with The elderly People with The elderly Group disabilities population disabilities disabilities population disabilities population Direct economic contribution (gross 176,668 239,277 191,878 191,878 247,192 209,461 270,505 turnover, € million) of which, generated by Existing travellers 85.7% 85.3% 79.9% 79.9% 82.8% 77.4% 78.2% New travellers 14.3% 14.7% 20.1% 20.1% 17.2% 22.6% 21.8% Distribution of direct economic contribution under different scenarios between existing travellers and new Distribution of direct economic contribution under different scenarios between existing travellers and new travellers travellers
SO, WHAT ARE THE BENEFITS OF ACCESSIBLE TOURISM FOR THE EU SO, WHAT ARE THE BENEFITS OF ACCESSIBLE TOURISM FOR THE EU +142 billion +142 billion +142 billion +142 billion € (direct (direct ECONOMY? contribution to GDP) contribution to GDP) contribution to GDP) contribution to GDP) +3.4 million jobs +3.4 million jobs +3.4 million jobs +3.4 million jobs
The availability of medical help availability of medical help and health treatments and assistive devices get low satisfaction scores and are mentioned get low satisfaction scores and are mentioned fairly frequently as barriers . fairly frequently as barriers Among accessibility-related aspects, the Among accessibility-related aspects, the related aspects, the availability related aspects, the availability of information about accessible services of information about accessible services and accessible locations are are also mentioned as barriers. There is evidence of issues with the There is evidence of issues with the price of accessibility , with some people saying they had to pay more than with some people saying they had to pay more than the standard price or had to switch to a more expensive the standard price or had to switch to a more expensive product or service at least sometimes product or service at least sometimes for them to be accessible. accessible.
SMALL IMPROVEMENTS CAN GO A LONG WAY… SMALL IMPROVEMENTS CAN GO A LONG WAY… Results Improvements Medical help Medical help and menus for special dietary needs dietary needs . These items are also dietary needs dietary needs Over 80% say they are likely to Over 80% say they are likely to Over 80% say they are likely to Over 80% say they are likely to mentioned often by people who mentioned often by people who return to a destination when return to a destination when travel with children, together with they are satisfied with accessibility they are satisfied with accessibility equipment and activities for equipment and activities for and and children children would consider increasing increasing their travel budget or travelling more budget or travelling more often often In terms of building accessibility, the aspects seen as most important by all three groups are accessible toilets, accessible toilets, accessible parking spaces and accessible parking spaces the ease of use of lifts ease of use of lifts
TOURISM ACCESSIBILITY: ITALIAN SME’S TOURISM ACCESSIBILITY: ITALIAN SME’S COMPLIANCE COMPLIANCE This Project has received funding funding from the European Union’s COSME programme programme 2014-2020
Recommend
More recommend
