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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