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1
Understanding the millennial market
Provide an overview of the key traits of the millennial travel market(as this should inform your proposed new product)(100 words)
The key traits are - creative tourism, alternative accommodation, off-the-beaten-track tourism and fully-digital tourism[1]. They prefer self reflective experiences, and shared accommodation or economy accommodation rather than booking a hotel. Their quest to explore a different lifestyle fuels the off-the-beaten-track attitude of the millennials. Also, since they grew in an area of smart phones and internet, they find their travel inspiration from social media and travel blogs, and plan their trips in their mobile device. Moreover, millennials are always concerned with the value for money on the products they consume. All of these key traits are important to consider while opening up a pop-up restaurant[2].
2
Overview of tourism within your destination.
Provide an overview of the success of tourism to date in your destination - focus on visitor numbers/flows, tourism revenue, key markets and whether it is a seasonal destination. (200 words)
Suggested sources of information:
UNWTO (2017-19)Tourism Highlights
Review the weather and holiday packages of the destination - is it a seasonal destination?
Rome is one of the most popular tourist destinations in the world with an average of 6 million international passengers staying in hotels as of 2019[3]. Rome is the 3rd most visited city in Europe. The city receives tourists all year round, although the city receives the most number of tourists during the mid September to early November and from Palm Sunday to late June. The city enjoys a Mediterranean climate[4]. Its average annual temperature hovers around 21 ° C or 70 ° F, during the day and the average temperature drops down to 9 ° C or 48 ° C. People, here, experience hot and dry summer. The winters are mild and humid with December, January and February being the coldest month. Although snowfall is rare in Rome, it is not completely unheard of[5]. The key market areas of Rome are - restaurants, souvenirs, hotel and lodging and recreational services like spa. Transportation is another key market of Rome as tourists need travelling services to transport them from one place in the city to another[6]. Tourists coming to the city are eager to try local Italian cuisine and hence, restaurant business is booming there.
3
Destination Audit - an analysis of the existing tourism environment within your destination
Conduct a destination audit of the 3 key A's within your destination - Attractions, Access & Amenities (this audit is based on Buhalis' 6As framework). Your audit should show the strengths and weaknessesof each of the 3 A's with reference to the millennial market.(500 words)
Suggested sources of information:
- World Economic Forum, Travel & Tourism Competitiveness Reports (provides 'scores' for natural and cultural attractions, air transport and ground infrastructure)
- Travel Guide Books on the destination
- TripAdvisor reviews of attractions, accommodation etc
Destination A's
List the key As within the destination
STRENGTHS
(Cite references to justify your claims)
WEAKNESSES
(Cite references to justify your claims)
ATTRACTIONS
(are the attractions suitable for the millennial market?)
There are mainly 5 attractions in Rome that are suitable for the millennial market. They are the Vatican city, Piazza Navona, and Trevi Fountain, Villa Borghese and the Spanish steps or Centro Storico[7].
Vatican city is the smallest country in the world and holds a significant geographical importance globally.
Trevi fountain is the shooting location of many films worldwide and is a global tourist attraction.
Piazza navona is famous because many artists come here from all corners of the world. It has significant artistic importance because of its picturesque appearance.
Ticket lines at Vatican city are incredibly long and can take some time.
Sitting anywhere near the Trevi fountain is prohibited and tourists generally spend less time here.
Generally the millennial artists and painters flock the area around the Piazza navonna, and it is not situated near any metro station.
Most millenials however overlook this destination as it is overcrowded most of the times.
ACCESS (A)
(access to the destination - Extent of direct flights, ferry ports etc)
Vatican city is easily accessible by the network of Rome metro rail services called Pietro.
Trevi fountain is served by the barberini metro station[8].
Piazza navonais accessible by a network of buses that shuttle between Vatican and Termini station.
One gate of Villa Borghese is near Spanish steps and the other gate is near Piazza del Popolo[9]. It is easily accessible by taking the subway for ten minutes from Roma Termini station.
Villa Borghese is one of the largest parks in Rome and that is its greatest attraction[10]. ?
The Spanish steps area is open and wide and provides walking and strolling options for the millennial. It has significant historical importance. It is located in centralized positions with a few other attractions at a walking distance.
The lanes around the Spanish steps destination are very narrow and it is very hard for the city buses to travel through them. People who avoid train travel will have to walk from the metro stations[11].
ACCESS (B)
(access around the destination - quality of trains, road networks etc)
San Giovanni metro station serves both the St . John Lateran, St .Peter's square along with Vatican museums[12].
The nearest railway station connecting the Spanish steps is Spagna metro station. The station is situated right beside the Spanish steps.
AMENITIES
Accommodation sector (is the accommodation suitable for the millennial market?)
Vatican city does not need accommodation as it is situated within the range of city limits. The accommodation sector around trevi fountain and Piazza navona is suitable for the millenials as budget hotels with pocket friendly room rates are available in the vicinity.
Villa Borghese is surrounded by many hotels that are millennial friendly and provides a clear view of the park and museum.
Accommodations are pocket friendly around the Spanish steps that re suitable for the millennial.
2 (a) With reference to direct access to the destination, which outbound millennial market should be targeted? (100 words)
As the millennial want a story behind everything, the same thing applies to the food, which the millennial eat. They want a food with a story behind it. The love for local food among the millennial is growing; they want to know the history of the food and the place where it is coming from and how they are being harvested. Research shows millennial love fast foods and pizzas and they prefer eating fast foods over grand dinning in a costly restaurant[13]. Therefore, targeting a pop-up restaurant market would be the best option in order to attract the millennial
2 (b) Are there any strengths in the destination that could be developed into a 'new' product for the millennial market? (100 words)
Rome is a city of enjoyment, and tourists love the place for that reason. The city host a lot of events annually, which attracts many tourists, among which the millennial are the maximum. Rome hosts a food festival at the end of September every year and it has given a name Taste of Roma[14]. This festival provides the tourists a chance to taste the best foods cooked by well-known chefs and the new start-ups and new food vendors. This festival can be used as the strength to launch a new pop up restaurant, which can attract many millennial in particular.
3
What is the long-term vision/plan of the tourism destination? (as your proposal must align with this)
How committed is the government of your destination to tourism development and sustainability? (100 words)
The government of Italy started its awareness programme of sustainable tourism significantly after 2011; this led to the planners of the tourism in Italy to take into consideration the environmental friendly aspects[15]. Due to the increasing pressure from the government, there is a increase in the sustainable tourists in Italy. The use of trains and the and buses has been increased by the tourist and the cars are being used less as the pollution generated by cars are more compared to the trains[16]. The overall standards of the sewerage system, the water, electricity has increased, which both the tourists and the locals benefit
4
Your Proposal for a new tourism/leisure product
Provide an overview of your proposed product in terms of the following:(500 words overall)
Suggested sources of information:
Skift reports on different types of tourism for the millennial market - Megatrends defining travelhttps://skift.com/wp-content/themes/skift/img/megatrends-2019/Skift-Megatrends-2019.pdf; egexperiential travelhttps://skift.com/wp-content/uploads/2014/06/skift-peak-experiential-traveler-report1.pdf; conscious travelhttps://skift.com/2019/01/15/conscious-travel-emerging-as-yet-another-hot-luxury-trend/; transformative travelhttp://skiftx.com/wp-content/uploads/2018/04/The-Rise-of-Transformative-Travel.pdf; pop-up tourismhttps://skift.com/2018/05/15/hotels-experiment-with-pop-ups-to-attract-new-audiences/
Details of your proposed new product (100 words)
Provide details of your proposed product (use images (if possible) to also showcase your idea.
The proposed new product associated with tourism is a pop up restaurant, Tasty Encounters. Decision has been made to open Tasty Encounters in Rome. Tasty encounters provide famous regional dishes that consumers will not be able to obtain locally. The cuisine of Tasty Encounters involves Pasta allagricia, Roman-style pizza, Carbonara, tonnarelli pasta. There is no specified location to open up a pop-up restaurant. Tasty Encounters possesses a limited menu in addition to reasonably priced dishes so that it is able to attract huge number of customers[17]. To add diversity to Tasty encounters, menu is changed almost every night so that customers come back with unique offerings.
Location within the destination (100 words)
Present and justify the location - use the findings from your 'Access (B) audit'(it should be accessible) and 'Attractions audit' (are there other attractions in the area that could enhance the experience? Or are you choosing an area with limited attractions to promote a more sustainable tourism product?) (findings from Section 2)
The location of Tasty Encounters is decided after considering certain assumptions. It is decided keeping in mind that there is subsequent security to cook and serve food. The main aim of Tasty Encounters is to promote inclusivity and social awareness through food. The people of Rome mainly prefer to eat fresh cuisine and spend time with their loved ones. Tasty Encounters has been decided to open near Lanificio Cucina. Since Lanificio Cucina is the most attractive place, there is no other place in Rome like Lanificio[18]. The atmosphere around Tasty Encounters is cozy, with a lovely atmosphere. According to Melissa Gonzalez, the first thing to take into consideration the pop-up restaurant is location.
Community involvement (100 words)
Is there the potential to work with local communities on this product? If so, how could this be achieved?
Involvement in communities helps to enlarge in order to acquire new customers by maintaining profitable and professional relationships. Huge discounts will be offered in Tasty Encounters during the month of September, food festival in Rome. Tasty Encounters mainly aims at establishing exclusivity and sense of urgency[19]. By providing employment to local people around Tasty Encounters, large communities can be involved. Raw materials required for cooking in Tasty Encounters can be purchased from local people around. Tasty Encounters aims to offer high-quality food at reasonable prices. Since the space available for Tasty Encounters is suited, it provides unique cuisine.
Seasonality of your product? (100 words)
Is your product a seasonal or all year round product? Justify
Summer season and warm times are the most viable for restaurants since people tend to go out more when the climate is subtle. Tasty encounter however defers from this statement because this restaurant will serve its customers through all seasons. The uniqueness of this restaurant will be that it will serve foods according to the season. The menu of tasty encounter will not remain the same throughout the year. During summer the restaurant will focus on serving more of chilling refreshments to the people. During the cold season the restaurant will focus in serving some hot eatables to the customers.
How does your product align with the Tourism Plan for the destination (Section 3) (100 words)
According to the strategic plan for the development of tourism in Rome, one of the weaknesses is insufficient use of digital promotion of the business. In order to tackle this problem Tasty Encounters will focus on various social media platforms and digital marketing for promotion. In today's time there are many social media influencers that people follow. These influencers tend to be a very effective medium to promote the business. Therefore, tasty encounters will invite these well known influencers for the purpose of promotion. In this way a lot of new and potential consumers can be attracted and the business can be boosted.
5
Are there potential challenges to your proposal?
Identify TWO key challenges to your product proposal (challenges could include the potential lack of local support, potential environmental damage, competition,safety and security (only relevant to some destinations)etc (400 words)
Challenge 1 (with Justification)
There are many challenges and competition in the Market, consisting of many obstacles and riddles faced. The product has the price fixed according its location, brand value, the ratings, the facilities provided and the serving offers and approaches. The two key challenges to tasty encounter proposal are:
Raising technological demand- technology has a main role in day to day life. Even if we take a short break from life to spend our vacation, we never leave our technology behind. The guest needs a primary right to stay connected no matter which hotel or the location they stay are in, all over the world. Technology plays like a travel partner wherever one goes[20]. The innovative idea and good technology does not only benefit the customers but also benefits the hotel. The survey which was conducted in 2017 stated that the guests want to engage their brand where the technology is good enough according to the experience. Nowadays the Wi-Fi is not a common challenge as its available everywhere but the rise of technology such as smart small bars, golf stimulators, voice control technology, and installing robotics brings a major challenge to our hotel. The technology provides the hotel efficiencies but also one should differentiate between automation and the human touch[21]. The challenges of advanced technology to reach its best, deals with the lack of humans, and the expenses and demand of the customer's requirement unfulfilled. The cost of expenditure will be more when the profit cannot be profitable.
Challenge 2 (with Justification)
.
Increasing competition- the business of hotels are 24 hours and the tours and travel are growing yearly where a travelers always goes for good accommodation. The high demand in accommodation there is high demand in work field. In the main areas of tourist place there are enormous numbers of hotels and there is also a high challenge of the competitor. To meet the market many new hotels will hang into strategies, such as, keeping he prices low, provide good and advanced accommodations and also betters in being innovative to attract the customer[22]. The competition often results in loss as to attract more customers the price rate runs on offer. The restaurant that my location has is already flourished and the need to reach its position for a new hotel is a big challenge faced. The customer's first preference would of another due to the experiences face but has been working onto the matter of different ideas and innovations[23].
6
References
Provide at least 20 contemporary and relevant references cited in accordance with UCB guidelines.(Many are already included within the toolkit itself)
anna, "Sustainable Tourism In Italy" (Ecobnb, 2014) <https://ecobnb.com/blog/2014/10/sustainable-tourism-italy-benefits/> accessed January 18, 2021
Bernard E, "Does It Snow in Rome?" (Romewise, 2018) <https://www.romewise.com/snow-in-rome.html> accessed January 18, 2021
cycles T text provides general information S assumes no liability for the information given being complete or correct D to varying update and Text SCDM up-to-DDTR in the, "Topic: Sustainable Tourism in Italy" (Statista, 2019) accessed January 18, 2021
Gijsbers I and Gonzalez Gutierrez de Leon A, "Responsible Tourism: Using Tourism for Sustainable DevelopmentResponsible Tourism: Using Tourism for Sustainable DevelopmentEdited by GoodwinHarold" [2018] Journal of Tourism Futures
Hengel L, "The 13 Best Events in Rome" (Time Out Rome, 2019) <https://www.timeout.com/rome/things-to-do/best-events-in-rome> accessed January 18, 2021
Holgate J, "An International Study of Trade Union Involvement in Community Organizing: Same Model, Different Outcomes" (2014) 53 British Journal of Industrial Relations 460
Hospit JT, "Journal of Tourism & Hospitality" (2017) 06 Journal of Tourism & Hospitality
Ketter E, "Millennial Travel: Tourism Micro-Trends of European Generation Y" (2019) 1 Journal of Tourism Futures
Mealey L, "10 Millennial Restaurant Dining Trends" (The Balance Small Business, 2015) <https://www.thebalancesmb.com/millennial-restaurant-dining-trends-2888291> accessed January 18, 2021
Nain A, "(PDF) A Study on Major Challenges Faced by Hotel Industry Globally" (ResearchGate, 2018) <https://www.researchgate.net/publication/327282314_A_Study_on_Major_Challenges_Faced_by_Hotel_Industry_Globally> accessed January 18, 2021
Pica9, "Hotel Marketing in 2020: 5 Challenges Local Franchisees Face" (www.pica9.com, 2020) <https://www.pica9.com/blog/hotel-marketing-challenges> accessed January 18, 2021
Radcliffe B, "14 Top-Rated Tourist Attractions in Rome | PlanetWare" (Planetware.com, 2019) <https://www.planetware.com/tourist-attractions-/rome-i-la-r.htm> accessed January 18, 2021
Schengen Visa Info, "The Top 10 Most Visited Countries in Europe" (Schengen Visa Info, 2019) <https://www.schengenvisainfo.com/travel-guide/top-10-most-visited-european-countries/> accessed January 18, 2021
Snehal Mistry, "How to Deal with 13 Common Challenges in the Hotel Industry? - EZee Absolute" (eZee Absolute, 2018) <https://www.ezeeabsolute.com/blog/how-to-deal-with-challenges-in-hotel-industry/> accessed January 18, 2021
?Stankova M and Vasenska I, "Tourism Destination Competitiveness Models" (2017) 1 Tourism and Travelling 58
?Valeri M, "Sustainability Development and Competitiveness of Rome as a Tourist Destination" (2015) 21 Tourism and Hospitality Management 203
Valeria Cocco and Marco Brogna, "Accessible Tourism in Rome" (2018) 6 J. of Tourism and Hospitality Management.
Yu Media Group, "Rome, Italy - Detailed Climate Information and Monthly Weather Forecast" (Weather Atlas, 2021) <https://www.weather-atlas.com/en/italy/rome-climate> accessed January 18, 2021
[1]Ketter E, "Millennial Travel: Tourism Micro-Trends of European Generation Y" (2019) 1 Journal of Tourism Futures
[2]Holgate J, "An International Study of Trade Union Involvement in Community Organizing: Same Model, Different Outcomes" (2014) 53 British Journal of Industrial Relations 460
[3]Schengen Visa Info, "The Top 10 Most Visited Countries in Europe" (Schengen Visa Info, 2019) <https://www.schengenvisainfo.com/travel-guide/top-10-most-visited-european-countries/> accessed January 18, 2021
[4]Yu Media Group, "Rome, Italy - Detailed Climate Information and Monthly Weather Forecast" (Weather Atlas, 2021) <https://www.weather-atlas.com/en/italy/rome-climate> accessed January 18, 2021
[5]Bernard E, "Does It Snow in Rome?" (Romewise, 2018) <https://www.romewise.com/snow-in-rome.html> accessed January 18, 2021
[6]Gijsbers I and Gonzalez Gutierrez de Leon A, "Responsible Tourism: Using Tourism for Sustainable DevelopmentResponsible Tourism: Using Tourism for Sustainable DevelopmentEdited by GoodwinHarold" [2018] Journal of Tourism Futures
[7]Radcliffe B, "14 Top-Rated Tourist Attractions in Rome | PlanetWare" (Planetware.com, 2019) <https://www.planetware.com/tourist-attractions-/rome-i-la-r.htm> accessed January 18, 2021
[8]Gijsbers I and Gonzalez Gutierrez de Leon A, "Responsible Tourism: Using Tourism for Sustainable DevelopmentResponsible Tourism: Using Tourism for Sustainable DevelopmentEdited by GoodwinHarold" [2018] Journal of Tourism Futures
[9]Hospit JT, "Journal of Tourism & Hospitality" (2017) 06 Journal of Tourism & Hospitality
[10]Valeri M, "Sustainability Development and Competitiveness of Rome as a Tourist Destination" (2015) 21 Tourism and Hospitality Management 203
[11]Valeria Cocco and Marco Brogna, "Accessible Tourism in Rome" (2018) 6 J. of Tourism and Hospitality Management.
[12]Stankova M and Vasenska I, "Tourism Destination Competitiveness Models" (2017) 1 Tourism and Travelling 58
[13]Snehal Mistry, "How to Deal with 13 Common Challenges in the Hotel Industry? - EZee Absolute" (eZee Absolute, 2018) <https://www.ezeeabsolute.com/blog/how-to-deal-with-challenges-in-hotel-industry/> accessed January 18, 2021
[15]Nain A, "(PDF) A Study on Major Challenges Faced by Hotel Industry Globally" (ResearchGate, 2018) <https://www.researchgate.net/publication/327282314_A_Study_on_Major_Challenges_Faced_by_Hotel_Industry_Globally> accessed January 18, 2021
[16]Pica9, "Hotel Marketing in 2020: 5 Challenges Local Franchisees Face" (www.pica9.com, 2020) <https://www.pica9.com/blog/hotel-marketing-challenges> accessed January 18, 2021
[17]Hospit JT, "Journal of Tourism & Hospitality" (2017) 06 Journal of Tourism & Hospitality
[18]"Hotels Experiment With Pop-Ups to Attract New Audiences" (Skift, May 15, 2018) <https://skift.com/2018/05/15/hotels-experiment-with-pop-ups-to-attract-new-audiences/>.
[19]Holgate J, "An International Study of Trade Union Involvement in Community Organizing: Same Model, Different Outcomes" (2014) 53 British Journal of Industrial Relations 460
[20]anna, "Sustainable Tourism In Italy" (Ecobnb, 2014) <https://ecobnb.com/blog/2014/10/sustainable-tourism-italy-benefits/> accessed January 18, 2021
[21]cycles T text provides general information S assumes no liability for the information given being complete or correct D to varying update and Text SCDM up-to-DDTR in the, "Topic: Sustainable Tourism in Italy" (Statista, 2019) accessed January 18, 2021
[22]Hengel L, "The 13 Best Events in Rome" (Time Out Rome, 2019) <https://www.timeout.com/rome/things-to-do/best-events-in-rome> accessed January 18, 2021
[23]Mealey L, "10 Millennial Restaurant Dining Trends" (The Balance Small Business, 2015) <https://www.thebalancesmb.com/millennial-restaurant-dining-trends-2888291> accessed January 18, 2021
