This consulting project carried out by MSc Tourism Management students at Skema Business School aims at helping Grasse's Tourism Office in analysing its activities and puting in place performance measurement tools that set the scene for a sustainable growth.

1. Consul'ng
project
‘ImplementaGon
of
Performance
Measurement
pracGces
in
Grasse’
Client:
Grasse
Tourism
Office
Lana
Albrieux
-­‐
Sophie
Bellando
-­‐
Raphaël
Chiappero
-­‐
Jessica
Dahbi
-­‐
Caroline
Giraud
Diana
Korner
-­‐
Vanessa
Morales
Zelius
-­‐
Nina
Phanatzis

2.  Project
purpose
and
objecGves
 To
iden'fy
performance
measurement
tools
for
the
Tourist
Office
of
Grasse
and
elaborate
ac'on
plan
 Our
recommendaGons
 Based
on
four
major
determinants
of
des'na'ons
success:
economic
performance,
marke'ng
performance,
visitor
experience
and
stakeholder
interac'on
 Holis'c
campaign
focusing
on
produc'vity,
addressing
all
stakeholders
 Goals
of
the
campaign:
“2013:
Grasse´s
focus
on
producGvity”
 Strong
brand
and
cohesion
of
community
 Evalua'on
of
visitor
experience
 Increase
in
number
of
visitors

3. Stakeholder
interacGon

Objec'ves

Ac'ons
✓Convince
and
engage
actors
to
✓
Public-­‐private
partnerships
par'cipate
in
a
long
term
plan ✓
Set
stakeholders
in
the
centre
of
✓Carry
out
ini'a'ves
that
are
all
marke'ng
ac'ons
specific
and
measurable
✓
Deliver
accurate
results
and
✓Track
the
ac'vi'es
and
be
improve
repor'ng
accountable
for
goals

Concept 
Opportuni'es
✓Rewards
philosophy ✓
Tourist
sa'sfac'on
research
✓“Crowdsourcing” ✓“Grasse
Essen'als”
✓
Funicular

4. Economic
performance
measurement

Objec'ves

Requirements
✓Create
a
tool
easy
to
use,
not
✓Grasse
TO
should
centralize
the
expensive
and
not
'me
consuming informa'on
✓Obtain
an
accurate
database
of
all
✓Involvement
of
all
the
the
relevant
economic
indicators
stakeholders
✓Provide
monthly
report
and
axis
of
improvement

Recommenda'ons

Concept
✓Develop
a
chart
to
ensure
transparency
and
involvement
✓
Online
collabora'on
–
Google
doc
✓Plan
monthly
mee'ngs
(video)
✓Excel
sheet
accessible
and
✓Implementa'on
of
a
prac'cal
modifiable
from
all
the
stakeholders assistance
cell
the
3
first
months

5. Measuring
markeGng
performance
Goals Ac'on
plan
RECOMMENDATIONS
 Increase:
 Track
website
ac'vity
• website
traffic
E-­‐Promo'on  E-­‐newsleJer
performance
• E-­‐newsleJers
aJrac'veness
 Measure
interac'on
level
in
Facebook
• Facebook
fans
 Maximize
presence
at
exhibi'ons/
trade
shows  Concentrate
on
the
most
performing
events
 Use
the
Ambassadors
program
as
a
 Ambassador’s
focus
group
Promo'on
barometer  Get
feedback
and
data
base
 Enhance
networking
efficiency
 Promote
partnerships
possibili'es
(“Anima'on
du
réseau”)
 Refine
the
repor'ng
system
Media
 Increase
stakeholder’s
visibility
in
 Evaluate
the
aJrac'veness
of
the
coverage the
media des'na'on
 Evaluate
the
men'ons
of
stakeholders
 New
product
development:
crea'on
of
a
 Internal:
create
a
tourism
cluster
“Grasse
Essen'als”
Partnerships  External:
increase
TOs
offer
of
 Create
a
list
with
best
perfoming
TOs
to
Grasse
promote
wider
collabora'on

6. Measuring
visitor
saGsfacGon
Monitoring
and
iden'fying
trends
Assessing
the
quality
of
facili'es,
services
and
levels
of
visitor
sa'sfac'on
Knowing
the
reasons
for
visi'ng
Grasse
and
examining
t
OBJECTIVES
propor'on
of
return
Highligh'ng
the
image
associated
with
Grasse
Analyzing
customers'
comments
Iden'fying
visitor
profiles
Face-­‐to-­‐face
and
online
surveys

7. Face-­‐to-­‐face
interviews
 2
trainees
as
interviewers
 WHO:
Inbound
and
domes'c
tourists
 WHEN:
August
for
the
summer
survey
and
aer
the
Expo
Rose
event
for
the
lower
season
 WHERE:
At
high-­‐traffic
areas
in
Grasse
Online
quesGonnaire
 Directly:
Mailing
list
from
the
Tourist
Office
 Regular
emailing
campaigns
to
tourists
who
visited
the
office
 Indirectly:
Through
partners
of
the
Tourist
Office
 Giving
them
access
to
results
and
possibility
to
add
own
set
of
ques'ons
 Usage
of
Google
Docs
for
concep'on
and
result
tracking
of
ques'onnaire

8. Conclusion
 Structured
working
method
to
centralise
informa'on
and
start
monitoring
performance.

Stakeholders
collabora'on
is
fundamental
 Google
Docs
tool
is
helpful
to
collect
and
transfer
informa'on

Second
phase:
implementa'on
of
an
Extranet

9. Thank
you
for
your
a]enGon
Special
thanks
to
the
Grasse
Tourism
Office
team
for
its
availability,
disposiGon
and
contribuGon
to
this
project