Tourist Information Centers as a Vital Component for Providing Quality Visitors Services. The Cases of Athens, Cape Town & Manchester

8/9/2019 Tourist Information Centers as a Vital Component for Providing Quality Visitors Services. The Cases of Athens, Cape Town & Manchester

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Tourist Information Centers as a vital component forproviding quality visitors services. The Cases of &

Manchester, UK , Cape Town, SA & Athens,GR

Manolis Psarros

Destination Development & Marketing Consultant


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Definition of TIC

A tourist information center, is

a physical location thatprovides tourist information tothe visitors who tour the place

or area locally.

A tourist information center, is

a physical location thatprovides tourist information tothe visitors who tour the place

or area locally.


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TIC is a vital part of the visitors

experience


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a major component of the

Tourist Information Network

TouristInformation

Network

Volunteers

TouristSignage

E-kiosksWeb/DMS

Tourist

Information

Points


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& plays a crucial role in the

Destination Management Process

T Virt s ir l f

sti ti t

Stage 1:Promotion

Information distributionBrochure distribution - Press

coverage - Advertisement

campaigns - Branding

Stage 2:Marketing

Guide distribution - CRM and

direct marketing - Holiday

planning - Response topromotion - Joint marketing

Stage 5:Analysis

Surveys Analysis

Planning Preparation

Stage 4: Experience

o rist Information

Interpretation - Sale of G ide

Books - G ided o rs - Signage

Stage 3:F lfilment

Reservations

Bookings - Tickets


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however, a TIC should not stand alone. Itshould be part of a visitor information plan

and able to reflect the aims & objectives

of the destinations visitors servicesstrategy.


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Visitor Information Plan

Northern

Ireland VisitorInformation

Plan


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Visitor Information Strategic Initiatives

Northern

IrelandV

isitorInformation

StrategicInitiatives


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Objectives

1. Provide quality information to visitors& Identify additional ways to distribute

information in order to reach wider audiences.


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Objectives

2. Ensure a sustained approachto offering personal contactservices.


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Objectives

3. Make bookings for visitors (e.g.accommodation for leisure visitorsand conference delegates, travel,

attraction and event tickets).


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Objectives

4. Build strong relationships with local tourismbusinesses by supporting and encouraging thequality and breadth of the visitor offer in the City.


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Type of information provision Example

City Centre/Hub TIC Large Scale Visitor Centre dealing withnational enquiries as well as those about

the capital Being the main TIC in agiven area.

Gateway TICAirport , Train & Bus Central Stations -

welcoming visitors at a point of arrival.

Satellite TIC Shopping Centre a smaller officebacked up by a main (hub) office.

Integrated TIC- co-located (i.e. alongside or insideanother service, retail outlet or

attraction)- merged (i.e. shared staff, resources,

information counter)

TIC inside a another store - sharing the

space and in some cases the staff

Mobile TIC 1. On the street meeters and greetersand/or

2. Web-enabled information through

mobile phones.

Main Types of TICs


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Range of Services/Operations

Counter Service

1. Excellent national, regional and local product knowledge including geography,history, literature and culture

2. Information on local accommodation, attractions, shops, restaurants etc

3. Local and national accommodation booking service

4. Public transport information, route planning and bookings

5. Admission tickets for local attractions

6. Distribution of local information sheets designed to help visitors once they are in the

city

7. Product and customer data capture and management

8. Retail outlet of books, maps, and souvenirs

9. Fluency in major European languages which match the customer profile


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Options for PPPs

Options for Public-Private Partnerships include:

Launch a TIC inside an another store - sharing the space and if possiblethe staff

Sustain Commissions for accommodation bookings &

events/attractions tickets sales made for/to visitors.

Sell Advertising Space within TICs (banners, signs etc)

Launch a membership program

Get commission from product sales

ProvideOfficial Tourist Souvenirs to other shops & get commission

Build & Provide Joint Products with Private Operators such us City Walks,Street Events, City Cards, Sightseeing Bus Tours, Half Day Trips etc.


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Membership Program

Benefits to members might include:

Dedicated page on destinations website

Referrals via the TIC Contact Centre

Inclusion on personalised customer accommodation printouts

Inclusion in relevant publications

Information about changing customer profiles to help in their ownmarketing

Free priority racking in the VIC

The opportunity to receive leisure and conference delegate bookings

Frequent updates about tactical marketing campaigns and specialoffer bank


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Future Challenges

Responding to increased user and local requirement (opening hours,range & type of services)

Maximising Impact of your Network (Reactive Vs Preactive,

Personalized Services, Engage with DMO

s marketing stategy)

Sustain the Network (increase quality of services, apply PPPs)

New Ways of Working (embrace digital technology social networks,iphone & smart phones applications)

Communicating with Visitors (recruit appropriately skilled staff whichare natural communicators)


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Tourist Information Network: The

Case Of AthensCity Centre/Integrated TIC

within Book, Music &

Technology Megastore

Airport/Gateway TIC


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Further NetworkExpansion with oneCentral HUB TIC +Signage System


Case Of Athens


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Provide QualityInformation , City Maps &Visitors Guides


Case Of Athens


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Athens TV Screen +

Touch ScreenConnected to

BreathtakingAthens.com


Case Of Athens


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Merchandising Official

City of Athens Products -

Quality Tourist Gifts &Souvenirs


Case Of Athens


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Case Of ManchesterSpatial Accessibility Analysis

&Observation Studies forfinding the Optimum

Locations

Analyzing Proximity from

Key Attractors & TransportHubs


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Case Of Manchester

Analyzing Pedestrian Flows


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Case Of Manchester

Detailed Site Assessments


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Case Of Manchester

Identification of PotentialSatellite Information

Providers


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Case Of Manchester


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Case Of Cape Town


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Case Of Cape TownThe Central VIC was re esigne to:


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Case Of Cape TownThe Central VIC was re esigne to:


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Case Of Cape Town


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Case Of Cape Town


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Thank You

Documents

Tourist Information Centers as a Vital Component for Providing Quality Visitors Services. The Cases of Athens, Cape Town & Manchester