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DEVELOPMENT OF A TOURISM TRAINING PROJECT At the Institut Français du Tourisme

Defenseby

RASAMOELINA Andriambololona Anthony Raphaël

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PLANI. The context : tourism industryII. Institut Français du Tourisme: what is

at stake?III. The missions overviewIV. Tourism trends and analytical stakesV. Some strategic analysis

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I. What is tourism industry about?

UNWTO Definition of Tourism “Tourism comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes”

Tourists

Experience

Adventure

Business

Leisure

Travel

Countries

Development &

Growth

Employment

support

Huge investment

s

Part of gross

revenuePromising sector

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Worldwide tourism in figures

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A rapid worldwide growth

Over the past six (6) decades, tourism has experienced continued growth to

become one of the largest and fastest-growing economic sectors in

the world

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II. Institut Français du TourismeWhat is at stake?

“France remains a transit country. For that, French

economic benefits on tourism regress while those of the

neighboring countries progress” … French tourism lacks of

innovation, needs ambitious, innovative and modern projects to attract more

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II. Institut Français du Tourisme

French tourism situation

Economic, technologic and cultural changes around tourism

Institut Français du Tourisme

Gather the economic leaders, the concerned elected representative of the sector and the concerned teachers-researchers around the

same table

“The Institut Français du tourisme is the network of “Pôles d’excellence” with an international vocation, for the research, the training and the innovation in Tourism”

2005

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II. Institut Français du Tourisme

Values•The strength and the representative aspect of its national network, its centers of excellence• Real values, sustainable aspects, actions and the valorization of French tourism

Missions•Contribute to the improvement of the competitiveness and the positive growth of French tourism• Put more value in all tourism know-how through centers of excellence:

• Professionalization of formation

• Improvement of research and development

• Standby of tourism sector

Visions•Bring locally and nationally all the actors together that can contribute in France to the growth of the tourism sector• Bring a better performance to the actor in their professions

Objectives•Succeed in the innovation and the experimentation of better practices in French tourism sector• Improve the collective performance of the French tourism

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“Pôles d’excellence”- Centers of excellence

Centers of strategic network centered in a common vision:The development of the research, the formation and the innovation in French tourism,and a particular interest on its sustainability aspect

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“Pôles d’excellence”- Centers of excellence

The IFT Paris Est Fontainebleau is the center of excellence entirely dedicated to

the research, the formation and the innovation about tourism and the

touristic heritages and patrimonies

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IFT-PE FontainebleauTowards a professional training project

•Develop modules of training program proper to the IFT-PE•Create a product of professional training modules in tourism for companies and professionals in activities

Definition of the project

•To be able to propose the modules to companies in France and in the international

•Train professionals in tourism through a training program

Objectives

•Companies and Professionals in tourism•Business Schools (latter decision)

Targeted customers

•Four (4) months

Duration of the project

• The President of the IFT-PE as the project owner• A consultant and project manager• A commercial assistant of the IFT-PE• An intern (me)

Members of the project team

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III. Major missions - A succession of interdependent tasksBusiness

intelligence

Database creation

Commercialization

Performance of studies and analyses of the domain, the market and the trends around them Identification of the eventual prospects for the commercialization of the training program Succession of brainstorming session to gather and validate the ideas of the product creation Proposition of a prototype of training modules

Creation of a database of companies in the tourism sector in all France regions Gathering information about companies in order to be able to contact them in commercialization process All based on the business intelligence and the customer targeting

Setting up a commercialization procedure Contact with companies through a first approach Represents the scope of the project Still in an ongoing progress

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IV. Understanding the trends and the stakes

InnovationSustainable tourismDigital and tourismTouristic valorization of

heritage

Make companies and actors aware about the major trends in tourism todayProposition to focus on the followings:

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INNOVATION SUSTAINABLE TOURISM

DIGITAL TOURISM

HERITAGE VALORIZATION

What the future would be for customers?

INNOVATION Better experience for customers

EVENTS & CHANGE

DEMAND & COMPETITIO

N

LIFE CYCLE ENDING

The world changes faster

than we can board a meeting

The sector becomes more

and more competitive

Need to create, to differentiate,

to innovate

Adapta

tion

Maturat

ion

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INNOVATION SUSTAINABLE TOURISM

DIGITAL TOURISM

HERITAGE VALORIZATION

Adapt to the change, or make the change Acquire and absorb existing innovation to internalize

knowledge Broadcast and circulate its innovations to externalize

knowledge

- Development of New Information and Communication Technologies (NICT)- Emergence of Big Data- Uberization, Airbnb, …- …

WHAT WILL BE THE “NEXT BIG THING” ??

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INNOVATION SUSTAINABLE TOURISM

DIGITAL TOURISM

HERITAGE VALORIZATION

Make Tourism always more sustainable and viable

1. Make optimal use of environmental resources

2. Respect the socio-cultural authenticity of host communities

3. Ensure viable, long-term economic operations

How to assist the whole operators, hosting companies and managers to appropriate the right approach for a more sustainable Tourism and for the entire satisfaction of their customers?

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INNOVATION SUSTAINABLE TOURISM

DIGITAL TOURISM

HERITAGE VALORIZATION

Ecotourism The environmental stakes of

tourism

Globally, tourism contributes around 5% to the carbon footprint

CLIMATE CHANGE

Flights and hotels industry

ISSUEMore demand

More flights

More hotel rooms

Increase the awareness of actors in tourism industryHow to make the tourism sector more responsive?

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INNOVATION SUSTAINABLE TOURISM

DIGITAL TOURISM

HERITAGE VALORIZATION

Technological stakes of tourism

Always closer to tourist’s habits

Customer multichannel based-experiences

Profound changes in the

way people act and plan

their trips

What are the best digital strategies to adopt, considering the development of

digital and tourism sector today?

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INNOVATION SUSTAINABLE TOURISM

DIGITAL TOURISM

HERITAGE VALORIZATION

Heritage valorizati

on

Restoring, rehabilitati

ng and repairing

Innovative dynamics

Cultural attractiven

ess

Safeguarding,

conserving, protecting

Heritage valorization as an essential touristic

stake

Globalization with technology and media impacts create an uniform global structure

Threat

Cultural and historical heritage

should be preserved

Heritages represents positive outcomes for

tourism sector

Need to execute strategic cultural heritage valorization management

plan

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V. Some strategic analysis5 competitive forces

Threat of New Entry There is still a room to develop

professional tourism training in France

Need specific know-how

Competitive Rivalry A multitude of tourism business

school modules Not centered on professionals on

tourism target

Supplier power Very large and

fragmented market

Not difficult to substitute

Flexibility of the service

Buyer power Varied customers Small companies sensible to

price Difficult to substitute High cost of changing

Medium

Bargaining power of buyers

Threat of Substitutes Internal companies training

department (Université Amadeus)

Business school training modules

Rivalry among

competitorsMedium

Threat of substitutes

High

Threat of new entrant

sMedium

Bargaining power

of suppliersHigh

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SWOT AnalysisSTRENGHTS WEAKNESSES

• A unique and strong network in France, within the IFT national

• Gather the best French specialists actors and collectivities in French tourism sector

• Strong Research and Development

• Able to fulfill companies needs• Cooperation with academic

and scientific actors, and partnership with companies and Corporations

• Do not still have training program proper to the IFT-PE

• Presence in the market

OPPORTUNITIES THREATS• Potentialities of the Château de

Fontainebleau in tourism standpoint

• The rapid growth of the tourism sector

• The trends that are always renewing

Companies need assistance in the adaptation processes

• Large companies have their internal training programs for their employees

• Small companies usually do not have the budget for training

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The strategy to followA push and pull system

strategy Push system Pull system

Research and

development

Production

Marketing

Needs?

Research and

development

Production

Marketing

Expressed companies

needs?

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Themes of modules proposed

The fundamental principles of tourism

Trends and innovation in tourism

Project development and touristic investments

Business intelligence and tourism marketing

Hospitality management Luxury tourismTouristic valorization of heritages

Tourism and the indirect linked activities

International tourism Tourism and digitalThe principal stakes of the tourism worldwide

Sustainable tourism

Multicultural management in tourism

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The heritage valorization, an essential touristic stakeThe innovative dynamics for the reinforcement of touristic attractiveness of territories Heritage valorization in practice

Touristic valorization of heritages Trends and innovation in tourism

Tourism and digital Sustainable tourism

Internal modules proposed

Innovation, a key factor of success in tourism The very new trends in tourism sector What are the best innovative initiativesWhat the future of tourism would be?

The new digital trends related to tourism The right digital approaches and strategies to adopt in tourism

The notion of responsive consumption in tourism today Integration of a sustainable development in hotels practices Integration of a sustainable development in catering practices Tourism and COP21 agreement

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THANK YOU FOR YOUR ATTENTION

MISAOTRA INDRINDRA TOMPOKO

Defenseby

RASAMOELINA Andriambololona Anthony Raphaël