The Testing of Strategic Model of Positioning of a New Tourist Product (Lighthouse Tourism)

The Testing of Strategic Model of Positioning of a New Tourist Product (Lighthouse Tourism)

THE TESTING OF STRATEGIC MODEL OF POSITIONING OF A NEW TOURIST PRODUCT (LIGHTHOUSE TOURISM) ON THE GLOBAL TOURIST MARKET

Neven Šerić, Ph. D.,Assistant Professor,

University of Split, Faculty of Economy

Matice hrvatske 31, 21 000 Split, 00385 21 430 659

ABSTRACT

The possibility of the continuity of sale growth of a specialized tourist product from the small country in transition on the global tourist market justifies the means invested in the development of the strategic model of positioning of a new tourist product. In terms of that aim it is necessary to give meaning to a viable strategic model of product management by tactical platform. Globalization and communication standards in tourism present a particular challenge for specialized tourist product.The possibility of continuity of growth in sale of original and competitive specialized tourist products account for the efforts and means exerted in making a strategic model of the product’s positioning in the aimed niche on the global tourist market.What are the key variables to which a specialized tourist product from a country in transition needs to pay attention in order to position itself in an acceptable niche of the global tourist market? Which strategic model of positioning to apply in a particular case in lighthouse tourism on the Adriatic Sea?The problem of commercialization of the new specialized tourist product, such lighthouses tourism, in the practice has also national administrative barriers, imposed by governmental legal rules. These buildings are national property and an important part of national safety in navigation’s system. Lighthouse tourism is a promotion of creation national brand, so as a promotion of theCroatia. Inappropriateness of economic measures to recessionary trends on the global tourist marketis often a rule, not an exception. The possibility of the continuity of sale growth of a specialized tourist product from the small country in transition on the global tourist market justifies the means invested in the development of the strategic model of positioning. In Stone Light project (Lighthouse tourism) the way out was through the development of the following key strategically tactical model:

  • Branding system for creating a recognizable global label of a specialized tourist product;
  • E-marketing system for the continued adequate communication with the global tourist market;
  • E-commerce system for the sales management on the global tourist market;
  • Logistical system for the sea transfer;
  • Organization system for solving possible problems according to the standards of the global tourist market.

The expected scientific contribution of the works consists in accepting or rejecting the basic hypothesis:Strategically model of exclusive sub segmentation of the new tourist product of a small country in transition on the global tourist market is effectively realizable on the tactical platform: Branding/E-marketing/E-commerce/ Logistics/ Organization.

Key words: tourism, new product, positioning, lighthouse.

THE TESTING OF STRATEGIC MODEL OF POSITIONING OF A NEW TOURIST PRODUCT (LIGHTHOUSE TOURISM) ON THE GLOBAL TOURIST MARKET

1. Introduction

Globalization and contemporary communication standards in tourism on the global market present a particular challenge for specialized tourist product of a country in transition(Mudie, P. & Pirrie, A., 2006, 186).The possibility of continuity of growth in sale of original and competitive specialized tourist products account for the efforts and means exerted in making a strategic model of positioning in the aimed niche on the global tourist market(Cravens, D. & Piercy, N., 2003, 158).What are the key variables to which a specialized tourist product from a country in transition needs to pay attention, in order to position itself in an acceptable niche on the global tourist market? Which strategic model of positioning to apply in a particular case in lighthouse tourism on the Adriatic sea? Innovative solutions for specialized tourist product throughuser friendly characteristics of products, as well as reconcilability of a chosen tourist market communication model, nowadays present the imperativefor the global running of theproduct. However, problems and barriers, by which in the realization of exact tourist product face the competitive environment are meaningful.Even whenthere are not many national specialized tourist products present on the global tourist market, they effectuate their promotion through the chosen marketing strategy(Crouch, G., and oth., 2004). Every one marketing strategy needs a model of implementation(Cant, M., and oth., 2006., 79). It is important to keep under control the valorization of the tourist product’s commercialization because of the ecological reasons. Preserved nature is the prerequisite for the sustainable tourism valorization of concrete tourist resources in the long period of time.Anyway, thisstrengthens the competitive power of the specialized tourist product enterprises, as well as indirectly spreading proper interests on the global tourist market(Šerić, N., 2009). The problem of commercialization of the new specialized tourist product, such lighthouses tourism, inpractice has some administrative barriers, imposed by governmental legal rules for cultural heritage like lighthouse buildings, build during XIX century.These buildings are the national proper, but also a part of Croatian safety in navigation system. There is a way. Lighthouse tourism is a promotion of creation national brand, and a promotion of national heritage. It is also a promotion of safety in navigation through the Croatia’s part of the Adriatic sea. Lighthouse tourism has a role in upgrading national image of Croatia. Such a reality has far-reaching repercussions on the success of global commercialization of lighthouses tourism as a new specialized tourist product.

The main hypothesis for this research was: Strategically model of exclusive sub segmentation of the new, specialized, tourist product for the small country in transition on the global tourist market is effectively realizable on the tactical platform: Branding/E-marketing/E-commerce/ Logistics/ Organization.For this purpose, an investigation was conducted on a sample of expert guests who have chosen for holiday stay at the lighthouse during the 2010 season.The sample included guests who have stayed in recent years at least three lighthouses, one of which was at a remote location (to analyze the experience and quality of transfer).The sample was designed in accordance with the structure of the percent of visitors according to nationality, for the period from 2005th to 2010th years.Based on the answers, was conducted evaluating strategic model that is the specialized tourist product positioned in the global tourism market.

Innovative solutions for specialized tourist product thru user friendly characteristics of products as well as reconcilability of a chosen tourist market communication model present the imperativefor effective commercialization on the global tourist market. Problems and barriers with which in the realization of exact tourist product face the competitive environment are meaningful. There are not many national specialized tourist products present yet on the global tourist market, so it is important to effectuate their promotion through the chosen marketing strategy. For this purpose it is important to continuously the effectiveness of strategic management models for specialized tourist products. In accordance with the knowledge it’s necessary to adjust the chosen marketing strategy.

2. Research

It is important to keep under control thecommercialization of the tourist resources because of the ecological reasons.Preserved nature is the prerequisite for the sustainable tourism valorization of concrete tourist resource in the long period of time.Thisstrengthens the competitive power of the specialized tourist product enterprises, as well as indirectly spreading proper interests on the global tourist market.The development of every new product for the sake of commercialization of the countries could sometimes be rarely economically justified during the conditions of global recession, which reflects itself with distinct consequences on the volume of tourist demand. Exact marketing strategy for the new tourist brand is the way out.Marketing strategy is important to develop on the elements of the tourist clientele which evaluates appropriate.(Haemoon, O., Miyoung J., 2004). Inappropriateness of economic measures to recessionary trends on the global tourist marketis often a rule, not an exception(Holbrook, M. B., 1999, 129).The consequence could bethe oscillation of the tourist demand, until the phase when positive trends on the global tourist marked induce the economies to grow. How is the possible, in such conditions, complex surrounding and complex competitive relations to developefficient marketing strategy of commercialization and positioning of a new tourist product on the global tourist market?Due to this fact, especially in times of recession such studies are very useful.In this case the project Stone Lights, continuity of monitoring the attitudes of quests provide a useful insight.This insight into practice, the project adjusts to marketing strategy. The model presented in the work of the project has been practiced for ten years. The purpose of the research is to evaluate its components in order to take advantage of new knowledge to improve marketing strategies.Some dilemmas previously stressed are evident, because most of the lighthouses are on long distant small islands. Sometimes it could be problem to reach them by sea. But, during testing of the market dilemma was solved, because this problem from the view of potential tourist is an attraction. A waiting of the transfer day by sea, thinking of the hydrometeorology is a part of the tourist experience in lighthouse tourism. The solvability of such dilemmas implies the development of the following key strategically tactical model:

  • Branding system for creating a recognizable global label of a specialized tourist product;
  • E-marketing system for the continued adequate communication with the global tourist market;
  • E-commerce system for the sales management on the global tourist market;
  • Logistical system of providing secure high quality boats for the transfer, so as possibility for the helicopter transfers on request;
  • Organization system for solving possible problems according to the standards of the global tourist market;

Creating a new brand, Stone Lightswasn’t complicated. Because such old lighthouse buildings have specific architectural image, and there are so many stories about generations of lighthouse’s keepers. Branding system for creating a recognizable,in this case, exclusive tourist brand, presupposes the continuity of activities and investing in the branding order to develop it to the appropriate level when the sale oft he product from the phase of introduction to the market passes to the phase of growth.E-marketing is acceptable because modern tourist often search a destination for the holiday on the internet. In spite of lower costs of the realization of this communication system with target tourist market the complexity of the successful realization implies the originality, the development ofan effective concept and the appropriate CEO.Otherwise the results of E-marketing will not be forthcoming.On the appropriately developed E-marketing system is meaningful to develop E-commerce system for tourist booking as well. It is an exclusive specialized tourist product, which, besides attraction (kind of special quality) incorporates the image which can be qualified as a souvenir of Croatia, in the first phase of global commercialization the strategy of sub segmentation is appropriate. The strategy of sub segmentation presupposes primarily E-commerce until the phase of faster sale growth is reached, when the efforts of brand strengthening and aiming at exclusive distributors on the aimed emissive tourist markets are parallel exerted (Zikmund, W., D’Amico, M., 2002, 48).In this phase the transformation of the logistical system on a new platform is performed.In logistical system (tourist transfer to the lighthouses) are safe speed boats of 14 m long, which are used for the maintenance of the objects of the safety in navigation. Given that in this particular case it is a necessary to meet the set criteria and conditions in order to be able to make tourist transfer in all weather conditions during non winter part of the year. Finally, the absence of the organization system of the solution for solving eventual possible problems during the tourist stay on the lighthouse is solved through the system of accountability that exists in Plovput for safety of navigation. Rejecting to accept the necessary systemic prescriptions, regardless of their economic justifiableness or justifiable from the company Plovputif does not solve all possible problem on terrain,it postpones it.

During last years as some exploratory researches several market tests have been carried out with rigorous criteria – student groups,a group of journalists, representatives of tourist agencies and otherson the basis of which it has been concluded that the relation between the price and the quality of the product is especially competitive, while there is the demand. However, some dilemmas previously stressed are evident, because most of the lighthouses are on long distant small islands. Sometimes it could be problem to reach them by sea. But, during testing of the market dilemma was solved, because this problem from the view of potential tourist is an attraction. A waiting of the transfer day by sea, thinking of the hydrometeorology is a part of the tourist experience in lighthouse tourism. In the context of the main research the author has predicted the testing of suggested strategic model of positioning of a particular new tourist product (lighthouse tourism). It is unusual and valuable (national cultural heritage) tourist product which has a limited number of competitors in the class on the global tourist market.

With these insights will be interesting to compare the results of the research presented in this paper. The sample was designed in accordance with the national structure of guests at lighthouses during 2005th-2010th year:

  • 50 tourists from Italia;
  • 25 tourists from Austria;
  • 10 tourists from Germany;
  • 5 tourists from Czech
  • 2 tourists from Slovakia;
  • 2 tourists from Hungary
  • 2 tourist from France;
  • 2 tourist from Slovenia;
  • 1 tourist from Croatia;
  • 1 tourist from Netherland.

Important research results are:

  • 88 % Stone light accept as a very strong tourist brand; 12 % Stone light accept as a strong tourist brand. Each participant confirmed that he believed in the attractiveness and safety of a tourist staying at the lighthouse before the first arrival, on the basis of faith in the tourism brand. 100 % find the e-marketing system appropriate for such tourist product.They select a destination based on photographs and information for each lighthouse. The question which was made for additional suggestions of 65% of respondents stated that they considered furtheringstimulating interest in the introduction of multimedia items (video clips, etc.) on the web site of the lighthouse.94 % find the e-booking appropriate for such tourist product.6% are considered that is necessary expanding sales in conventional travel agencies m because the value of personal contact and providing more detailed information, this approach allowed an additional sales growth 75 % think that the price is very acceptable because there are no mediators in the booking system.
  • 100 % find the transfer by speed motor boats is a import part of the adventure for the lighthouses tourism. 68 % find that possibility of transfer by helicopter is important, even nobody will change boat’s transfer for the helicopter’s transport. They find boat’s transfer very adventure. 70% considered that the length of the transfer with boat is more attractive, compared with the helicopter, even for the same price.
  • 82 % find the exact organization system for solving possible problems during their stay at the lighthouse acceptable.18% of them considered that the overall quality of service will be better if they only sold by Plovput. It is interesting that the few remarks, related to certain misunderstandings expressed only respondents who have booked accommodation at the lighthouse across the partner agencies

3. Conclusion

In accordance with the research and known informations the current strategic positioning model of specialized tourism products is judged appropriate.Based on the expressed attitudes and experiences of subjects covered by the sample of company Plovput, which manages the project Stone Lights, suggested the following:

  • Tourism brand Stone Lights is on the global tourism market, now known, and is recommended in future to establish each lighthouse as a different brand
  • With the new actions taken to each lighthouse, should built and strengthened its own brand
  • The current model of e-marketing need to promote the introduction of multimedia material produced on site. Such a presentation of each lighthouse with environment should presented quality and detail, stimulate interest in visiting. In the end , decision for visit will bring quickly and easily , as the selection of the lighthouse for the holidays;
  • The existing sales model would be useful to improve on the way that sale is organized through select agencies for an accommodation for selected lighthouses selling on classical way, in the agency.This approach would give a contribution to strengthening selected lighthouses as special brands, and would have direct contact in advance to the first sales trip to distantlighthouses.These lighthouses are less visited, even with rich resource for creating a strong and recognizable different small brands;
  • The current transfers are entirely appropriate for this specialized tourist. Guests with special experience are evaluated transfers when changing the lighthouse crew (crew on the distant lighthouse is changed once a month, and the nearer islands every fifteen days). Optional transfer by helicopter is good , and should not be necessary to offer on the verge of profitability, because all the units in the sample expressed interest for the boat transfer due to specific experiences. In the researchwas pointed out that the cost of transfer by boat (economically determined) to the distant lighthouse is high, especially compared with the cost of renting an apartment (on the distant islands the price of the return transfer is like the price for the renting apartment, upper to 50% weekly cost).In these offers would be advisable to offer the transfer price and price for accommodation as a unique price. Thus, the overall impression would not violate the opinion of the high cost of transfer;
  • In this research of the strategic model the most defects are showed in organizational system how to solve problems in accordance with contemporary standards of the global tourism market. Due to the fact that the Plovput, the company that manages state-owned lighthouses, and often the selection of personnel and their rescheduled, and the carryout of the tasks are not at an appropriate level. In this sense, based on a research, is recommended to administration of Plovput to apply modern business standards in managing and rewarding employees involved in the project Stone Lights. Such an approach would ensure all the necessary assumption that the price on lighthouses can increase, and customer satisfaction would be more expressed.
  • Globalization and contemporary communication standards in tourism on the global market present a new challenge for specialized tourist product. Marketing strategy for the development and commercialization of new tourist products on the global scale are, in spite of the meaningfulness of surrounding, a necessity. Otherwise, because of the narrowing of potential for sales there is no solution on the small national tourist market in Croatia. Branding system for creating a recognizable exclusive tourist brand, presupposes the continuity of activities and investing in the branding order to develop it to the appropriate level when the sale oft he product from the phase of introduction to the market passes to the phase of growth. Continuity of growth in sale of specialized tourist products account for the efforts and means exerted in making a strategic model of positioning of the product. The aimed niche on the global tourist market is very important. The absence of the organization system of the solution for solving possible problems during the tourist stay on the lighthouse is solved through the system of accountability that exists in Plovput for safety of navigation. Rejecting to accept the necessary systemic prescriptions, regardless of their economic justifiableness or justifiable from the company Plovput if does not solve all possible problem on terrain, it postpones it. The research accepts the basic hypothesis: Strategically model of exclusive sub segmentation of the new tourist product of a small country in transition on the global tourist market is effectively realizable on the tactical platform: Branding/ E-marketing/E-commerce/ Logistics/ Organization,but with signed recommend improvements.

REFERENCES

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