Positive perception of tourist destinations through quality and authentic tourism services

1. Food Nature Culture
Integrated rural development, protected area management,
traditional products and sustainable tourism
Positive perception of tourist
destinations through quality and
authentic tourism services

2. Perception
• “…the sum of beliefs, ideas and impressions
that a people have of a place”

3. Where do tourist perceptions of
destination come from prior to a
visit?

4. The old way

6. TV travel shows
Classical and conservative

7. Not forgetting the influence of Hollywood!

8. Today ….
• Everything has changed
• The tourist has access to global information at
the click of a mouse
• Information overload
• How you deal with influencing perceptions
even more critical

9. Dynamic provocative media

12. Then the guidebook comes…

13. Information is instantly updateable
• Media is even more powerful
• Volume of information is greater
• As well as good marketing – the risk of
creating/reinforcing negative perceptions
greater

14. Remember this 2013…..
• And 130th out
of 140 for
recommending
extension of
business trips !
• Something is
wrong!!

15. 2014…..

16. Tourists as well…

17. Importance of creating tourist
satisfaction and experiences
• Destinations and businesses are
under the global spotlight
• Every tourist is a potential travel
writer – with a huge audience
• Unhappy tourists are the most
prolific writers !!
• Bad reviews effect everyone
• Creates perception

19. But the reality - The Russian
Federation has so much more to
offer!!
The greatest cultural and natural diversity in a
single country – the worlds largest country, more
than 100 ethnic groups
tourists want to discover the real Russia –
combine urban and rural to increase the appeal

20. The Real Heart of Russia is in the
regions

21. happy travellers tell their tales of encounters
with Russians too 

22. The keys to revealing the true Russia

23. • Very few tourists have single interests –
looking for diversity
• Increasing global trend looking for
authenticity – the real thing
• Global media makes the world smaller and
breeds a desire to discover, it promotes
inquisitive tourism
• Looking for unique experiences and
flavours
• Looking for intimacy
• Boutique experiences
Realise The Modern Tourist is looking for more

24. Start to think smaller and locally –
and support
• Local people
• Local businesses
• SMEs
• Young (and old) passionate Russians sharing
the love of their country

28. Remember Tourists take journeys
• Their experience starts long before they come to your
destination and finishes long afterwards!
• To build a quality experience – Russian Tourism and
MFA needs to review access to the country for tourists.
• Many visa dependant countries offer low cost Visa on
arrival or e-visa for short stay (30 days) tourist.
• 10 days process and expense deters tourists.

29. Help them find their way around
Good Tourism services
• Tourist Information
provision – permanent
access
• Visitor care and orientation
• Interpretation
• Guides and trails

30. Veliky Novgorod

31. They want to meet real people

32. Develop Boutique Rural tourism
• Perception - basic, home stays,
• Perception - Agricultural, lower quality
• Perception – low cost
• Reality – raise the standards
• Reality – create memorable experiences

33. Accommodation and food
• Introduce recognised quality standards
• Clear classification systems
• Upgrade culinary heritage – traditional
destination specific food
• Training in tourist care and visitor welcome

34. Raising standards through
investment – a catalyst
• In Transylvania, private investment in ‘luxury’ rural
tourism acted as promotion for whole region
• In Saxon villages – 3 developments gained major
publicity for whole region
• All based on combining high quality with tradition
• Much higher price point……

42. Luxury backed up by activities

43. • Develop opportunities for tourists to discover
real Russian life
• Broaden the range of opportunities for eating
and drinking ‘real’ Russian cuisine – the family
run restaurants – true home cooking like your
grandmother cooks!
• Meeting local producers and crafts people – and
help them develop their products as souvenirs
• Hidden corners off the beaten track
• Quality local guides – opening doors
• Spread the benefits – and through competition –
raise the mainstream standards

45. A higher value offer can benefit all
• Attracts higher spending guests – luxury perception
• Clients that would not stay in 15€ options –
regardless of quality – perception
• Expats, domestic ‘high flyers’, policy makers, quality
international operators
• Creates media interest – draws domestic market to
see the story
• Creates ambassadors for area – promote and return
visits, political support

46. Use support/funding
opportunities to build quality
rather than capacity-
The returns can be much greater
In Europe - Rural Tourism yields
20-30% of tourism industry
profit!!

47. • Develop tourism products that showcase the true
heart of Russia
• Go beyond the museums, monuments and
stunning heritage
• The real memories and then the ‘online’ face of
Russian tourism comes from meeting people
• Personal interaction – leaving your heart behind
in the Russian Federation
You can take it further

48. Innovation changes Perception
• A people focussed experience will enhance traditional
tourism products
• Provide added value and add competiveness
• Provide new opportunities for employment and
economic development
• Create ambassadors for Russian tourism
• Russia – one of the most friendly and
welcoming destinations for tourism !!

49. Thank you for listening!
gavin@foodnatureculture.com
Food Nature CultureIntegrated rural development, protected area management,
traditional products and sustainable tourism