Benchmarking Utilization In Regional Planning Of Tourism .
Benchmarking Utilization in RegionalPlanning of Tourism DevelopmentMartin Luštický, Martin MusilUniversity of Economics, PragueFaculty of Management in Jindrichuv Hradec
Research Projects IGA 06/2010 “Draft of a system for evaluation of theregional programme documents in tourism“– Draft new complex procedure which enables localgovernments to evaluate quality of their tourismdevelopment strategies IGA 05/2011 “Evaluation of the tourism regionalplanning results“– Integrate new evaluation criteria into pre-definedevaluation procedure– Apply evaluation procedure in practice
Tourism Destination Competitiveness Existing and potential visitation to any destination islinked to destination’s overall competitiveness Indicators of destination competitiveness– Situational Conditions – such as competitive environment, safety,global environment– Endowed Resources – such as nature, culture– Created Resources – such as tourism infrastructure, shopping,entertainment– Supporting Factors – such as quality of service, hospitality– Destination Management – DM organization, destinationpolicy and planning, HR development
Benchmarking in Tourism Benchmarking in tourism can be classified into these spheres– Benchmarking of non-profit oriented tourism organizations National or regional tourist boards/organizations Attractions operated by public authorities or other forms of non-profit oriented businesses(e.g. museums, galleries, theatres, operas, etc.)– Benchmarking of profit-oriented tourism businesses Accommodation suppliersRestaurantsTour operators and travel agenciesOther profit-oriented tourism service providers– Destination Benchmarking National benchmarking Regional benchmarking Local (rural or urban) benchmarking
Benchmarking as a Evaluation Technique ofTourism Strategies Benchmarking method can beranked among comparativeevaluation technique Benchmarking is considered as animportant tool for enhancing thequality by learning process It has the ability to support anachievement of sustainablecompetitive advantage Benchmarking can be describedas a structured process by whichan organization seeks to identifyand replicate “best practices” toenhance its strategic position
Research Method There is one important problem in the sphere of regional planning –stipulation of objective criteria for making an evaluation. Thesecriteria should be derived from general requirements on a quality ofevaluated subjects. The evaluation process can be described as a comparison of theevaluated subject’s state with pre-defined criteria which create socalled comparison level. The basis for tourism development strategies evaluation iscomprised by three general requirements (so-called quality spheres)– the requirement of strategy suitability with a regard to the strategicposition of the region– the requirement of strategy acceptability for key stakeholders– the requirement of strategy feasibility
Research Method: Step 1 and 2 Elaboration of the quality spheres into thepartial requirements–– The initial set was made with the help of anextensive literature reviewThis set was verified and reviewed by thekey regional actors with the help of theLikert scaleTransfer of the requirements into themeasurable criteria–––The method of Quality FunctionDeployment was used as a transferprincipleThe importance of concrete criterion wasderived from point evaluation of therequirement importance (0 – 5 points) andfrom point evaluation of the intensity of thelink between the requirement and derivedcriterion (0 – 1 point)The importance of the criterion is given bythis formula
Research Method: Step 3 and 4 Evaluation procedure–– Each criterion was assigned by the keycharacteristics which should be reached bythis criterionThe evaluator made an assessment of thecriterion fulfilment by tourismdevelopment strategies on the rating scaleenabling to assess how intensively thecriterion meet the key characteristicsEvaluation method–––Distributive phase – the partial evaluationsfrom the individual evaluators areconverted into a common tableDelegated phase – the evaluators maytransfer their relative vote strengthaccording to the individual assessment ofown skills, knowledge or experiencenecessary for the evaluationSynthetic phase – the partial evaluation isadjusted to the resulting relative votestrength of individual evaluators
Research Method: Step 5 The aim of the evaluation process is to select the best regional developmentstrategies on the basis of objective and unified criteria.– The Kepner-Tregoe Decision Analysis was used as a suitable decision-makingtool Selection of the strategies is done through the point value of the partialevaluation of individual criterion, its importance, with a respect to therelative vote strength of individual evaluators The overall quality of tourism development strategies can be expressed asthe sum of the resulting values of the individual criteria.
The Examples of Evaluative Criteria Strategy suitability (total 15)–––––– Strategy acceptability (total 14)––––– Target groups are described in the documentDocument takes into account the impact of selected global factorsDocument deals with internal resources to achieve the desired future stateDocument contains a clear synthesis of the results of external and internal analysisObjectives correspond with the SMART parametersArrangements for achieving the vision are suggested in the documentArrangements support the quality evaluation systemsArrangements support co-operation and co-ordination of tourism subjectsArrangements support environmentally friendly behaviourArrangements support wellness and relaxation activitiesArrangements support on-line reservation systemsStrategy feasibility (total 4)––––Document identifies the necessary resources to implement the proposed activitiesDocument sets a timetable for implementation of proposed activitiesResponsibility of individual entities for implementation of proposed activities is setDocument proposes a system of monitoring of implementation of proposed activities
Pilot Application The following strategies were randomly chosen asa test sample– North East England Tourism Strategy (Great Britain)– Tourism Development Strategy in the South BohemianRegion (Czech Republic)– Strategy of tourism development of the Bratislavaregion (Slovak republic) The evaluation process was made by fourevaluators – members of the research team
Overall Results The evaluation based on three main requirements points out theCzech tourism development strategy as the best document. However, even it can take examples of good practices from otherstrategies – such as– compiling the SWOT analysis– supporting the modern communication tools– assuring the successful implementation of the strategy itself
Examples of the Best Practices Strategy suitability– Well-defined initial conditions, including linkages with other strategiesat the state level (CZE)– Well-elaborated internal and external analysis (SVK)– Well-defined SMART parameters of the goals (CZE) Strategy acceptability– Excellent communication with the visitors (GBP)– Support of the on-line information and reservation systems (SVK)– Promotion of sustainable forms of tourism and active holidays (CZE) Strategy feasibility– Identification the necessary resources for strategy implementation(GBP)– Detail schedule for strategy realization (GBP)
Next Steps of the Research Implementation of the evaluation process to a userfriendly online application Utilization of this application for benchmarkingprocess of the selected European tourism destinations Creation of the international benchmarking databaseof the best examples from tourism management Linking the results of our evaluation with the level oftourism destination competitiveness– How strong is the connection between planning quality anddestination competitiveness?– Are there any typical “planning patterns“ of successfuldestinations?
Thank you for your attentionand have a nice day!Martin LuštickýDepartment of Public Sector ManagementFaculty of Management in Jindrichuv HradecUniversity of Economic, Praguee-mail: Lusticky@fm.vse.cz
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