How to find the Profitability’s path?

It’s not about work or holiday… It’s about being bored or having fun!!! Why first specialized tourism and then mass tourism? My own 1,2,3 and international routes. Finally, Touristologists running the show!

This summer I went to an old fortified city. In order to get there you have to take and old train (the one that you see in my profile picture in Facebook or Twitter!) which takes you through the Pyrenees Mountains. It’s a happy trip! It was a family trip “Not work” –said my love- “just relax” “of course”- I replied.

But… you know… Touristology it’s like a drug (a good one) you can’t take your framework as you take your glasses off! So, when I see the city full of tourist, shops selling the same staff that you see in other cities, 4 start hotels on sale (Who wants to pay a lot of money to see and listen to a long row of tourist up and down!)…

My Touristologist brain becomes to think. How to find the profitability’s path for this place? “First specialized tourism then generic” – repeat over and over Touristology’s voice!!!

To change from mass to specialize tourism it isn’t easy!  Anyway nothing is lost until you stop fighting! Less improve the actual situation using the methodology and approaches of the best science ever… TOURISTOLOGY!!!!

This city can’t be a super two (there are similar cities like this around the world). So, as usual you have two ways:

1) Create your own 1,2,3. That means look for specific segments and little by little change/complement mass tourism with specialized one. This is far away from easy. I strongly recommend that tourist destinations and companies begin his strategic orientation the other way around. I mean, first specialized then generic (See figure 1 to see a visual representation).

 

Once specialized Tourism is working you have an organization, a team of people experts in identification of tourist’s needs and motivations, in customization of the supply, in everything necessary to bring tourist from there to here. In a nutshell experts in 1,2,3, theory.

You also have a positioning in the market from which it’s easier to bring generic tourism and local tourism. To do the other way around it isn’t impossible but, definitely, much more difficult!

Based upon this organization and positioning it’s easier to try to become a super 3 for each one of these specific segments.

One of the possibilities of becoming a super 3 is…

2) Create an international route. Look for something interesting for specific segments that imply a visit to several cities /places. This is almost indispensable when you want to attract tourist from abroad. For instance, link the visit to master or postgraduate program something similar to http://cbpnetwork.com/upcoming/study_trip2011/  Or create badges, stamps or passports like foursquare and so on.

“What!?!?! Now I have to send my tourist to other places?” – Will say the people in charge of the tourism destination (that earlier on I gave homage in this blog).

Yes! – I calmly reply – Because in this way you also will get their tourists.

Yes! Because in this way you also will create a competitive product in the international market.

Yes! Because in order to do that you will need to create an organization, a team of people focus on international tourism…

Sometimes it’s even worst! When I tried to do consultancy for a tourism destination (sorry, right now I don’t remember the name neither the place!!!)  and they say “But… We already do that!” I have to bite (strongly) my tongue and just say “To create 20,000 leaflets, to visit a couple of tradeshows and to pay for an ad in a local newspaper is just NOT enough!”

“Wait a moment, but.... to organize all this you will need...”

Finally!!! You will need a good bunch of Touristologists running the show!