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Innovation and sustainable development : a new conference cycle for 2005-2007
Starting point : in the service of sustainable development Sustainable development is a complex notion which requires specific interpretation in each sector of the economy. In the years from 1999 to 2004 the Tourism Summits of Chamonix-Mont-Blanc developed just such an interpretation for the field of tourism in a conference cycle devoted to sustainable development in tourism, which has had a considerable international echo.
The topics discussed at the annual conference show clearly the depth of our analysis of the question of sustainable development in tourism. These Tourism Summits have explored the ecological, economic, social and cultural aspects of sustainable development, something which no other tourism institution has ever attempted. The discussions at our Summits, inspired no doubt by the daily vision of the magnificent Mt. Blanc, evoked the most fundamental problems associated with sustainable development in tourism. New concepts have been developed and discussed with the help of case study analysis. The Summits produced a new sustainable development model. The Scientific Committee is planning to publish a synthesis of the results of the Summits, intended in particular to benefit the Summits’ partners. The new objective : a search for innovative solutionsThe “Association of the Tourism Summits of Chamonix-Mont-Blanc”, whose members include a number of leading decision-makers in the field of tourism from the biggest resort in the Alps, has decided to launch a new conference cycle to cover a period of three years. The main objective of the new cycle was decided after a meeting held in the month of November 2004 with the authorities of the Rhône-Alpes region and the General Council of Haute-Savoie. As the main sponsors of the Summit conference cycle these two bodies expressed the desire for a change of emphasis. They would like the Association to apply its expertise to the discovery of new solutions, at the most practical level, to the most challenging problems faced by destinations today. Before embarking on this new approach we of course need to identify these problems. And as the next step we need to think long and hard about innovation as it applies to the field of tourism. The main challenges facing the traditional destinationsThe increasing internationalisation of tourism has shed light on the weaknesses of the tourism structures in the traditional destinations. There is new competition from emerging economies that have entered the market in great numbers, and which benefit from many competitive advantages. These include natural and cultural resources that are as yet little known to the rest of mankind and which exert a strong attraction on tourists looking for new experiences. They also benefit from favourable economic framework conditions including low prices and an abundant supply of labour, which should help them to achieve rapid and significant growth in the field of tourism. This new competition that is a result of globalisation is forcing traditional destinations to be ready to constantly adapt their products and services to the requirements of an increasingly sophisticated and demanding clientele. There is constant concern about the need to improve the attractiveness of a destination to ensure that it will not be forgotten. We should never lose sight of the fact that competition in tourism is above all at the level of the destination, and only secondarily between the various service providers. Visitors first decide on their destination and only then on accommodation and other services. It is also a fact that there is an increasing concentration of visitors in a handful of elite destinations in the industrialised nations, at the expense of more “average” resorts. Tourism in the industrialised nations has long been distinguished by the industrialisation and standardisation of its services, in the context of efforts to control the rising tide of visitors. In contrast to some of the newly competing countries, notably in Asia, there has been a certain neglect of efforts to make tourists feel welcome. Accommodation has become more mundane. Lack of staff and the price elasticity of demand have increasingly favoured a “self-service” approach all along the chain of tourism services. The traditional destinations have not yet taken much advantage of globalisation. The number of visitors from distant markets is low in all of the industrialised countries. Products and services still reflect the advantages of being near to the markets, a nearness which for many decades guaranteed a satisfactory occupancy rate for tourism facilities. Good accessibility is a strategic advantage for a destination. The nearness of major source markets encourages the construction of secondary residences and the phenomenon of excursions, leading to negative externalities. Innovation as the trump card of the industrialised nations The new competitors are able to offer tourism services of the highest quality at favourable prices. They also have the advantage of state-of-the-art infrastructure and equipment. Many work closely with tour organisers and offer standardised products of good quality. Although the traditional destinations cannot count on similar advantages they are nonetheless able to offer a wide range of different services which appeal to the individual travellers who are among their most important clients. The final price of the package of services which these individual tourists consume is always high however. Some of the facilities of traditional destinations are outdated and no longer able to satisfy the requirements of modern visitors.
Innovation is a tool of survival for the traditional destinations of the industrialised world. A high level of development is an advantage that should be used to stay always one step ahead of the competition. This can be ensured by innovations at various levels : products, procedures, marketing and organisation. These can create a surplus for visitors and increase productivity. Innovations are usually the work of independent pioneers seeking profitable new economic opportunities, who develop and market exciting new products that will enable them to realise their ambitions. These independent innovators are often imitated by competitors. This creative imitation has long helped to spread innovations in tourism. It is the constant flow of new ideas from creative, specially trained employees and institutions that is today the basis for innovation in tourism. The new conference cycle will attempt to analyse the main trends in a number of specific areas. It will provide us with an opportunity for presenting a great many innovations from all over the world. A trilogy of topics The following topics have been proposed for the conference cycle of 2005-07 :
Accommodation is the locomotive of tourism. Innovations are needed in the accommodation sectorin order to increase the occupancy rate as well as the productivity of the services provided. Since major investments are required it is important to be aware of the main market trends. Substitution competition between different types of accommodation, and making the best use of para-hotel capacities, are both necessary for improving profitability and investing the proceeds in a process of renewal. Calling upon architects who specialise in leisure activities to create a special atmosphere, and the dramatisation/orchestration of services to ensure that visitors have an unforgetable experience is increasingly necessary for the survival of destinations. Proposed subjects
Mobility and transport are an essential part of the tourism process. Fundamental innovations in transport systems such as the railways, the automobile and the jet airplane have had a major influence on the development of tourism. They made possible a number of developments such as the creation of tourism centres, various niche activities and the dramatisation/orchestration of our entire planet for the purposes of tourism. Thanks to these improvements in technology travel today costs less and makes much less demand on our time, even over very long distances. The new relationship between agglomerations and peripheral regions has influenced the distribution of the flow of visitors. It is increasingly difficult to maintain let alone improve the public transport systems of tourism regions, which increasingly have to cope with the phenomenon of excursions. And yet tourism centres are ideal for innovations in transportation, a sector that is crucial to the survival of every destination. Proposed subjects
Contrary to the belief of many tourism experts, competition is not limited to companies and service providers. The potential visitor first chooses a destination. Only then does he think about the services he will need to buy. There must therefore be competition between destinations, and this is increasingly strong. Attractions are tourism’s most important resources. The more important the attraction or attractions the greater the value of the destination and its ultimate size. The increasing internationalisation of tourism is leading to a concentration of demand in the places considered to be the best. Product innovations are determined by these places. A destination cannot possibly be managed in the same way as a corporation. Destinations can obtain competitive advantages by improving public goods in an innovative way. Proposed subjects
Prof. Peter Keller
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