INNOVATION ACTIVITIES AT TOURIST INFORMATION CENTERS AND AN INCREASE IN COMPETITIVENESS FOR TOURISM DESTINATIONS Lucie Plzáková, Petr Studnička, Josef Vlček Sychrov, 16th September 2013

IN NO VA TI ON AC TIV ITI ES OF TIC CONTENT 1.Introduction 2.Aspects of individualization of demand in tourism 3.Tourist information centers as a component of destination management 4.Business strategy of tourist information centers 5.Categorization of TIC´s 6.Conclusion 7.Literature, sources

Introduction • growing significance of entertainment and leisure time • individualization of demand for services in tourism industry • offer of services in tourist destination (DMO, PPP, network of providers) • 600 TIC´s in the Czech Republic • cooperation with visitors, public and private sector, local residents • TIC´s established by local and regional authorities • AIM – the length of stay of tourists in the area (destination) is extended

Theoretical aspects • individualism (manifestation of human emancipation) • one does not buy a product, but a lifestyle connected to a particular brand • 66 % of Czechs organize holidays on their own • 34 % use travel agency services (the highest percentage within the EU)

TIC´s as a component of destination management • Tourism in the Czech Republic is currently determined by the supply, because the foundation of its development is the destination product offered. • Tourism information centers, which are special-purpose facilities that provide objective and evidence-based information on destinations, tourism services, and the leisure and cultural supply in the area in which they operate, play a significant role in the presentation of destinations. • In the Czech Republic, this is dominated by the promotion of attractions and partially the marketing of destinations. Many of them also, in carrying out their business activities, offer and sell paid services related to tourism, such as guided tours, ticket bookings, etc.

TIC´s as a component of destination management

TIC´s in relation to destination management • TIC´s at the local level are far more active and very often assume the role of DMO´s. • TIC´s, which play the role of local DMO, are mostly private entities (Ltd. or non-profit public companies). • 3C – cooperation, coordination, communication •  RDA = Regional Development Agency

Business strategy • Bottom-up = Switzerland, Czech Republic (local level) • DMO Lipensko, Ltd. (founded 4 April 2011) • TIC for village Lipno nad Vltavou (open year round) • guest card project Lipno Card • the guest card is a marketing tool making used of various benefits and discounts at participating client service providers • number of basic services and accommodation providers involved in Lipno Card

Business strategy

Categorization of TIC´s • 600 tourist information centers registered in the Czech Republic, which on a voluntary basis, are grouped together in the Association of Tourist Information Centers (ATIC) • certification system under the auspices of the Ministry of Regional Development of the Czech Republic as part of the framework for the Czech System of Quality Services in the Czech Republic. CategoryCharacteristic AState-wide information centers are marked with four stars. BArea-wide information centers are marked with three stars. CLocal year-round information centers are marked with two stars. DSeasonal information centers are marked with one star.

Conclusion • TIC´s  DMO´s • differences (local x regional x national level) • innovation (public x private sector – business strategy) • categorization of TIC´s • networks of providers

Literature, sources [1] Analýza kvality služeb a realizace průzkumů ve vztahu k turistickým informačním centrům (TIC). Praha: MMR ČR, p. [2] ATTL, P., NEJDL, K.: Turismus I. 1 st ed. Praha: VŠH, p. ISBN [3] BECK, U. Riziková společnost. 2 nd ed. Praha: SLON, p. ISBN [4] DRUCKER, P. F. Inovace a podnikavost – Praxe a principy. 1 st ed. Praha: Management Press, p. ISBN [5] DUFFKOVÁ, J., URBAN, L., DUBSKÝ, J. Sociologie životního stylu. 1 st ed. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, p. ISBN [6] GÚČIK, M. Manažment regionálneho cestovného ruchu. 1 st ed. Banská Bystrica: Slovensko- švajčiarske združenie pre rozvoj cestovného ruchu, 2007, 290 p. ISBN [7] HONNETH, A. (ed.). Zbavovat se svéprávnosti. Paradoxy současného kapitalismu. 1 st ed. Praha: Filosofia, 2007, 334 p. ISBN [8] HUDEC, O. Regionálne inovačné systémy. Košice: C-press.sk, p. ISBN [9] Jednotná klasifikace turistických informačních center ČR. Praha: ATIC ČR a MMR ČR, p. [10] KALABISOVÁ, J., PLZÁKOVÁ, L., STUDNIČKA, P., TINKOVÁ, V. Měření efektů cestovního ruchu v obci Lipno nad Vltavou. 1 st ed. Praha: VŠH, p. [11] KUBÁTOVÁ, H. Sociologie životního způsobu. 1 st ed. Praha: Grada, 2010, 272 p. ISBN [12] LIPOVETSKY, G. Paradoxní štěstí. Praha: Prostor, 2007, 443 p. ISBN [13] PETRUSEK, M., BALON, J. Společnost naší doby. 1 st ed. Praha: Academia, p. ISBN [14] PETŘÍČKOVÁ, L., STUDNIČKA, P., VRCHOTOVÁ, M. Organizace cestovního ruchu v krajích a turistických regionech České republiky. 2 nd ed. Praha: Nakladatelství CzechTourism, p. ISBN [15] VLČEK, J. Analýza poptávky a segmentace trhu v marketingu destinací (metodologické poznámky). In Czech Hospitality and Tourism Papers. Praha: VŠH, 2008, ISSN

Thank you for your attention! Petr Studnička Secretary of Department of Travel and Tourism Studies Institute of Hospitality Management in Prague Svidnicka Praha 8 Czech Republic P: (+420) E: