Cohabitation between inhabitants and tourists in Lucerne

post by : kim.verly



Around 25,000 tourists visit Lucerne every day and there are 81,600 inhabitants (in 2017). The majority of tourists doesn’t stay overnight. There are not as many tourists as in other places in Europe, but it seems to be too much for a part of the population. The main problem for the inhabitants is tourists travelling in groups and being all at the same place, at the same time because of that the inhabitants cannot walk peacefully in the city. One other problem is the rubbish management, tourists are not always respectful and put their rubbish everywhere. However, local merchants appreciate tourists because they need them to make a better profit.

Recommendations

One of the solutions to mass tourism in Lucerne would be to introduce a tax for all buses stopping in the city centre. This would reduce nuisances and help with infrastructure costs. Another thing would be to build an underground bus parking lot outside of the city, linked to the centre by a metro. This would help contain this influx of vehicles outside of the centre. Furthermore, an additional solution would be to involve the city’s inhabitants into the tourist offer. For example, these people could be able to advise tourists about unknown places that deserve to be visited.

Another idea would be to open an information place for the inhabitants, like the Evreux’s tourist office (France) did. This place includes display screens announcing upcoming events; a map of the region; a relaxation area and a shop selling local products. This would improve the inhabitants to visit a tourist office and encourage them to highlight the tourist’s side of their city.
Currently unknown, solidarity tourism could be another solution. This refers to trips organized for the purpose of exchange between tourists and the local populations, allowing populations to benefit from the resources generated by tourism. Concretely, this represents a short stay with the locals or an immersion in an unexplored ethnic group.

Competitive advantage

In France, the City of Paris has decided in 2017 to ban tourist coaches from travelling on certain streets of the city to deal with mass tourism and reduce traffic. For example, this is the case for the Latin Quarter and the Quai des Orfèvres. The municipality also wishes to create parking spaces outside the city. It also encourages travel agencies and tour operators to choose small vehicles. In addition to mass tourism, the city hopes that these changes will reduce pollution levels which are also a big problem in the capital.
In addition, the city has decided to limit housing to a few weeks per year and imposes taxes on landlords, to fight against housing saturation and prevent its inhabitants from finding more housing at decent prices.

Short explanation of the possible general application to tourism

In general, some cities may be the victims of their own success due to an excessive influx of people wanting to visit them. The main solution to this is to attract tourist groups outside the city centre. 

The most harmonious method remains a cohabitation between these tourists and the local population: on the one hand, by involving the inhabitants more in the tourist offer, and on the other hand, by including the travellers into the local economy. However, care must be taken to ensure that these measures are not too extreme and do not scare tourists away by discouraging them from travelling.

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Smart Tourismus und Destinationsmanagement

post by : dan.wahlen



Als Reaktion auf die im aufstrebende Idee der «SMART Cities» hat sich auch der Tourismus diesem Konzept angenommen und unter dem Konzept «SMART Destination» Massnahmen entwickelt, welche den zunehmenden Leistungsansprüchen der vernetzten Kunden (vor allem Millenials) entgegenkommen. Dabei gilt es stets das situative Verhältnis der Begrifflichkeiten Bevölkerung, Wirtschaft, Regierung, Umwelt, Lebensraum und Mobilität zu betrachten. Die Organisation und die von einer touristischen Destination angebotenen Dienstleistungen sowie das Informations- und Datenmanagement (Data) bilden die Grundlage des Konzepts. Daneben soll die Lebensqualität der einheimischen Bevölkerung durch deren Einbezug in den Tourismus verbessert werden. Schliesslich sollen die Destinationen dank der optimalen Ausnützung der vorhandenen Technologien die Erfahrungen der Kunden verbessern können.

Durch die technologische Innovation wurden auch neue Bedürfnisse geschaffen. Die zunehmend erwartete Individualisierung und Personalisierung der Informationen und Dienstleistungen erfordert von den Destinationen, dass sie zukünftig rasch reagieren und mit der Unmenge an Daten umgehen können. Besonders dienlich könnte dies bei Verkehrsproblemen, der Anpassung der Öffnungszeiten an die Frequentierung oder effizienter Preisgestaltung sein. In der Schweiz hinkt diesbezüglich etwas hinterher. Dies zeigt sich auch darin, dass nur 2,6 % der befragten Stationen über einen flächendeckenden WIFI-Zugang verfügen und nur 18 % sind bereit, ihre Daten anderen touristischen Unternehmen zur Verfügung zu stellen. Es herrscht also noch Handlungsbedarf.

Beispiele

Amsterdam will mit dem Konzept «Soul of the city» sowohl die Ansprüche der Touristen als auch der Bewohner befriedigen. Darin wird dafür gesorgt, dass die Besucher aufgrund einer Quotenregelung besser in Zeit und Raum aufgeteilt werden.

In Chamrousse (Frankreich) setzt man voll auf den «Smart-Trend» und versucht so, sich den energetischen, technologischen, ökologischen und klimatischen Herausforderungen zu stellen. 

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Consumer experience tourism and brand bonding

post by : Rapin Laurelia



Mitchell, M. A., & Orwig, R. A. (2002). Consumer experience tourism and brand bonding. Journal of Product & Brand Management, 11(1), 30-41.

As creating a loyal and strong bond with the customers is one of the main objectives of companies, the brands start giving the opportunity to the consumers to be able to assist the process of a product’s creation and the way that the company works. They are creating plant tours of manufactures, company museums or company visitor centers which are part of an integrated marketing communication efforts. The main goal is to reinforce the relationship between the brand and the customer and to get this one more involves into the process of production. This is the consumer experience tourism (CET) and this kind of tourism is known under few names as manufacturing tourism, industrial attractions, industrial tourism or industrial heritage tourism. And it is an excellent way for the customer to learn about the brand’s operation, production process and history and will help him/her to identify himself/herself better with the brand and feel more involve with the brand. Nowadays, tourists in United States like to go to winery’s tours (about 1.500 wineries) as well as brewery (about 1.000) because it includes a tour and a tasting part. The customers are more interesting about local products that you can find only at one place and make it a unique experience. But, despite the fact that manufacturing tourism are very popular, consumer experience tourism tours are considered as a low-cost entertainment option because most of them are free or need just a nominal fee. But that is positive for the schools and for any educational interests. Moreover, tours of factories have attracted people because the shift to an economic society has created a nostology through industrial and manufacture work and the public is looking to find this atmosphere back. The targets identified for this kind of tourism are current and potential consumers of the product. Other targets are business partners and corporate stakeholders (corporate managers, future or current employees, new sale agents, industrial suppliers) because it is a good way to establish trust between them and the company. But also the community stakeholders as community residents, shareholders, politicians, dignitaries and reporters because it is a good mean of communication. The main outcomes that the companies are looking for with this experience are the growth in buyer loyalty, more sales, a higher profitability and a bigger markets share. But also a better image in order to build a trustful relationship with local residents. Create an educational experience to present the company to the consumers and the employees, an open communication with free press and positive word-of-mouth and more stability because the revenue of the tours can help financially the company. There also are 3 important elements about the geographic location of a company tours that influence its success, they are a positive economic growth with others existing tourism offerings, a well-developed transportation systems to move visitors easily to the sites and an existing hospitality accommodations. Some companies also had the great idea to create a virtual plant tour that is broadcasted on the internet in order to reach more consumers and that can be visited from anywhere at any time.

 

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