Wellbeing, Innovation and Responsibility in Tourism Tamara Rátz, PhD Kodolányi János University of Applied Sciences Hungary Research supported by the Bolyai János Scholarship of HAS

Research background 3-year research project – Creativity and its added value in niche tourism – following and creating trends in Hungary Niche tourism in Hungary –Destination-specific concept? –Transformation of traditional products Demand for niche tourism products Success factors in niche tourism development –From idea to product (guiding as a case study) Lessons to learn for increasing competitiveness

The dimensions of wellbeing Rahman et al 2005 Tourism Tourists Residents Entrepreneurs Employees

Responsible tourism Minimises negative economic, environmental and social impacts Generates greater economic benefits for local people and enhances the well being of host communities, improves working conditions and access to the industry Involves local people in decisions that affect their lives and life chances Makes positive contributions to the conservation of natural and cultural heritage embracing diversity Provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues Provides access for physically challenged people Is culturally sensitive, encourages respect between tourists and hosts, and builds local pride and confidence Is integrated in the local ecosystem (Cape Town Declaration on Responsible Tourism in Destinations, 2002)

Responsible tourism Location? Tourist product? Attitude? Behaviour? Taking responsibility for one’s (whose?) actions

The transformation of tourism Dynamic transformation of the market Global trends homogenisation diversification Uniqueness + quality = competitiveness Need for innovation –Network co-operation –Involvement in trade associations –Co-creation – the role of customers Some obstacles of innovation in tourism –SMEs, lack of resources –Risk of imitation

Niche tourism Source: Anderson 2004 New growth: Niches (products and segments) Specialisation Tailor-made services Opportunities for small-scale development

Alternative guiding in Budapest - Research methods Content analysis of websites Interviews with owners –Core idea, main principles, development of company, transformation of original idea, operational issues, customer profiles, competition, co-operation Interviews with guides –Guide background, development of tours, guest feedback Observation – participation in tours –Principles in practice, interactions with guides, flexibility, itineraries

Traditional Budapest tour

Alternative guiding in Budapest BudapestUNDERGUIDE (2005) Budapest Beyond (2007) UniqueBudapest (2008) ImagineBudapest (2008) BudapestScenes (2010) „Kulturista – Cooltourist” „Association of Alternative Urban Explorers” Unique, urban, creative, high quality, flexible, individual, professional, original, complex, discovery

Alternative guiding in Budapest Innovation = Idea Implementation of idea –Development of services –CSR projects Responsibility Wellbeing

Alternative guiding services Extending services to the corporate market International and Hungarian customers Competition vs co-operation Differentiation –From existing sightseeing programmes –From standard itineraries –Within the alternative guiding market

Differentiation Themes –Delicatessen, art nouveau, Bauhaus, fashion and design, bridges, kids, urban decay, WW2, socialism, secret gardens, crime etc. Target segments Locations –Varied – but in the whole city Activities, services –Level of personalisation –MICE, team building, CSR events

Social responsibility

External factors of development Technological environment –Contact, communication –Feedback –Shaping demand Increasing number of experienced tourists

Internal factors of success Human factor –Owners’ vision (background!) –Guides’ commitment to quality, personality, knowledge (Marketing) communication Creativity, ability to expand and renew services, create surprises

Thank you for your attention!