26.04.2010 INNO NATOUR RO 2010Group.: 1 1 Case Study: Association Tourism Bucovina Final Analysis Stefan cel Mare University of Suceava Faculty of Economics

26.04.2010 INNO NATOUR RO 2010 Group.: 1 1

Case Study:

Association Tourism BucovinaFinal Analysis

Stefan cel Mare University of Suceava

Faculty of Economics and Public AdministrationStr. Universitatii 720229 SUCEAVA, ROMANIA

Students:Andrighetto NicolaHumpeler MatthiasMolamehmedov FikriRomppanen MariRudeanu AndreiTodorova TeodoraAlbu OtiliaMorosan-Danila Lucia

26.04.2010 INNO NATOUR RO 2010 Group.: 1

Content:

Introduction Stakeholder SWOT (Bucovina, ATB) General proposals Main proposals Conclusions

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Introduction

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Case Study: Association Tourism Bucovina, Ro The NGO was founded in 2001 from a German project of economic development

with the purpose of attracting more tourists in the area of Bucovina and build a network for actors that are involved in the tourism.

Main goals: increase the number of tourists make the area more attractive promote Bucovina area as the main

destination for national and international tourism market

Members: 37 hotels, restaurants, pensions,

handicraft, guest houses


Stakeholder

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owners employees of the companies tourists journalists other NGOs tour operators


SWOT | Region of Bucovina

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THREATS

WEAKNESSES

OPPORTUNITIES

STRENGTHLandscape (natural and cultural)Natural and cultural heritageFresh air and waterAccessibility by carFood

Public transportation (Air, Road, Train)Image of RomaniaInfrastructureGarbageDustLack of funding from the Bucovina regional municipality

Better infrastructureTourism trendNature keeps natural

Other similar regions (Maramures, Transilvania)Environmental problemsGovernment


THREATS

WEAKNESSES

OPPORTUNITIES

STRENGTH

SWOT | Association Tourism Bucovina

International advertisingSimple structureThe biggest NGO in BucovinaThe most known association in BucovinaThe members are the most important hotels in Bucovinaguaranteed Quality

Small budgetQuality of webpageLanguage of websiteFast changes in the structureConflicts between membersLack of new ideas

Attracting young people, different target groupsEU-project (funding)Diversify the offersTaking advantage of all the natural potentialsmass media advertisingDiversify the offersInternational expansion of advertisementSpecialized advertisement for the target groups

Other NGO’sFurther loss of members,Lack of motivation


General Proposals

Branding the hotels with the Bucovina Association Logo Restyling webpage with new languages and prices, create a section for the tourist

comments Promoting the area for families ( zoo, water park, etc…) Discount for bringing others members Improve quality services by courses NGO can improve the relationship between students and hotels Partnership with other NGOs a common initiatives among hotels owners in low season (2for3 nights) promotion

for the students and larger groups Focus on outdoor activities (mountain-bike, walking..), the NGO can provide a map to

hotels about outdoor activities Organize an ecological week(s) on volunteering basis for the garbage collection

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Branding the hotels with the Bucovina Association Logo Bigger (15cmx15cm at least)and multicolor (visibility) Official logo of the association must be on all hotel doors Fliers and stickers on the reception More severity to hotels about the logo

Pay attention to: NGO members will not respect the use of the logo Competition with companies that have similar logos

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Main Proposals: 1/3 The Logo


Restyling webpage with new languages and prices, create a section for the tourist comments 3 language at least (internalization) List of hotels divided for the quality services New name (www.bucovinatourism.com) List of hotels divided for the quality services Comments section (blog)

Pay attention to: Necessity to update the website (time loss) Frequent costs Necessity to pay attention to blog and answers in short time

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Main Proposals: 2/3 The Homepage


Promoting the area for families ( zoo, water park, etc…) Promotional packages for families New image of Bucovina area(international promotion of Bucovina as area keeps friendly) Focus on all target groups More attractions for families(water park, alternative zoo) Pensions with friendly pets(cats, dogs, horses)-pet therapy Create more playgrounds for children

Pay attention to: Focus on limited target groups Hotels can’t accept this idea Invest without considering the risk Other region competition Competition between members Bad treatment for the animals

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Main Proposals: 3/3 The promoting the area for families.


Conclusions

The NGO has a small budget and needs new ideas with immediate effects The new ideas have to create a network between the members (more

cooperation in the organization) Innovative methods can be easily followed if the members are willing to

accept them The innovation ideas are separated into three levels of difficulties: easy,

medium and high, for fast implementation they should start from the easiest ones

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Thank you for your attention! Questions ?

Documents

26.04.2010 INNO NATOUR RO 2010Group.: 1 1 Case Study: Association Tourism Bucovina Final Analysis Stefan cel Mare University of Suceava Faculty of Economics