Wellbeing Innovation and Responsibility in Tourism Tamara Rtz

Wellbeing, Innovation and Responsibility in Tourism Tamara Rátz, Ph. D Kodolányi János University of Applied Sciences Hungary Research supported by the Bolyai János Scholarship of HAS

Research background • 3 -year research project – Creativity and its added value in niche tourism – following and creating trends in Hungary • Niche tourism in Hungary – Destination-specific concept? – Transformation of traditional products • Demand for niche tourism products • Success factors in niche tourism development – From idea to product (guiding as a case study) • Lessons to learn for increasing competitiveness

The dimensions of wellbeing Tourism • Tourists • Residents • Entrepreneurs • Employees Rahman et al 2005

Responsible tourism • Minimises negative economic, environmental and social impacts • Generates greater economic benefits for local people and enhances the well being of host communities, improves working conditions and access to the industry • Involves local people in decisions that affect their lives and life chances • Makes positive contributions to the conservation of natural and cultural heritage embracing diversity • Provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues • Provides access for physically challenged people • Is culturally sensitive, encourages respect between tourists and hosts, and builds local pride and confidence • Is integrated in the local ecosystem (Cape Town Declaration on Responsible Tourism in Destinations, 2002)

Responsible tourism • • • Location? Tourist product? Attitude? Behaviour? Taking responsibility for one’s (whose? ) actions

The transformation of tourism • Dynamic transformation of the market • Global trends homogenisation diversification • Uniqueness + quality = competitiveness • Need for innovation – Network co-operation – Involvement in trade associations – Co-creation – the role of customers • Some obstacles of innovation in tourism – SMEs, lack of resources – Risk of imitation

Niche tourism New growth: Niches (products and segments) Specialisation Tailor-made services Opportunities for small-scale development Source: Anderson 2004

Alternative guiding in Budapest Research methods • Content analysis of websites • Interviews with owners – Core idea, main principles, development of company, transformation of original idea, operational issues, customer profiles, competition, co-operation • Interviews with guides – Guide background, development of tours, guest feedback • Observation – participation in tours – Principles in practice, interactions with guides, flexibility, itineraries

Traditional Budapest tour

Alternative guiding in Budapest • • • Budapest. UNDERGUIDE (2005) Budapest Beyond (2007) Unique. Budapest (2008) Imagine. Budapest (2008) Budapest. Scenes (2010) „Kulturista – Cooltourist” „Association of Alternative Urban Explorers” • Unique, urban, creative, high quality, flexible, individual, professional, original, complex, discovery

Alternative guiding in Budapest Responsibility • Innovation = Idea • Implementation of idea – Development of services – CSR projects Wellbeing

Alternative guiding services • Extending services to the corporate market • International and Hungarian customers • Competition vs co-operation • Differentiation – From existing sightseeing programmes – From standard itineraries – Within the alternative guiding market

Differentiation • Themes – Delicatessen, art nouveau, Bauhaus, fashion and design, bridges, kids, urban decay, WW 2, socialism, secret gardens, crime etc. • Target segments • Locations – Varied – but in the whole city • Activities, services – Level of personalisation – MICE, team building, CSR events

Social responsibility

External factors of development • Technological environment – Contact, communication – Feedback – Shaping demand • Increasing number of experienced tourists

Internal factors of success • Human factor – Owners’ vision (background!) – Guides’ commitment to quality, personality, knowledge • (Marketing) communication • Creativity, ability to expand renew services, create surprises

Thank you for your attention!