Foreign tourism clusters

1. FOREIGN TOURISM CLUSTERS an overview and the examples Marko D. Petrovic, Ph.D.

FOREIGN TOURISM CLUSTERS
AN OVERVIEW AND THE EXAMPLES
Marko D. Petrovic, Ph.D.
South Ural State University, Chelyabinsk, October 19, 2017

2. Introduction

Over the last few decades, tourism has been one of the activities with the
highest potential for the regional development and global expansion
Since the 1980s, the fast internationalization process and the opening of
national economies have boosted tourism to becoming one of the most
growing global sector (second only to the financial sectors) [Silveira, 2002]
But for the successful tourism, it is necessary to have not only attractive
resources, capacities and high-quality products, but also an adequate
training, well-designed marketing and efficient organization
The concept of cluster is situated in specific characteristics of tourism
activities. The tourism product interacts with local base (physical space and
social actors), leading to joint actions of inter-related enterprises with
great power to create conglomerates

3. The definitions of the “cluster in tourism” and its characteristics

Cluster in tourism can be define as a cluster which ambition is to
reinforce, in terms of sustainable development, the destination identity –
what makes it different from other destinations – and which stakeholders
are all responsible for it
The characteristics define the cluster potential of tourism activities:
1.
the complementarities and interdependence among the parts of a
tourism conglomerate occur through the interaction and organization of
the local actors
2.
the necessary integration of people, culture, economy and nature
results in actions and interventions, which come true in a systemic way
3.
the power of attraction depends on the differing potential of the
tourism product and the supporting services

4. Some of the good examples of “tourism clustering” are…

5. The example no. 1

THE EXAMPLE NO. 1

6. The example no. 2

THE EXAMPLE NO. 2

7. The example no. 3

THE EXAMPLE NO. 3

8. The example no. 4

THE EXAMPLE NO. 4

9. The tourism cluster can be understood in two ways:

Horizontal – by the creation of
strategic
alliances,
where
agreements can be of two kinds:
1.
the
agreements
between
enterprises that have the same
principal
activity,
i.e.
among
enterprises
that
deal
with
entertainment, transport, catering…
2.
the
agreements
between
enterprises working with the same
group of customer satisfaction, but
offering different product components
to the customers
[Rodrigues, 2001, p. 307]
Vertical – by the creation of
strategic nets, where there is the
establishment of a unilateral
supplier/customer relation among
the partners
This can be organized in such a
way that the object activities of
the agreement are fulfilled by one
of the parts, which gives its output
to the other in exchange for a
payment

10. The proposed model of the clustering of tourism

[Adapted according to da Cunha & da Cunha, 2005]

11. Systemic cluster competitiveness in tourism comprises four levels of the relationships: 1. Metalevel – involving socio-cultural

factors that define the articulating
ability of social actors to formulate strategies and policies demanded by
local society
2. Macrolevel – macroeconomic strategies and stability determined by
policies: fiscal, monetary, foreign exchange, commercial and competition
policies
3. Mesolevel – supporting structures that facilitate interaction and
cooperation among many companies (marketing, exports, fairs, etc.),
labor training and training institutions and infrastructure
4. Microlevel – the capability of a company to be competitive by offering
goods and services that optimize cost efficiency relationships, quality and
variety
[Adapted according to Altenburg et al., 1998]

12. The proposed clustering of the entities supporting tourism in rural areas

[Adapted according to Sznajder et al., 2009]

13. Cooperation in tourism on the national and international level – the examples of successful rural development in the EU and

Serbia
Cooperation on national level
Cooperation on international level

14. Conclusion

The spatial expansion of tourism and the growing diversification of this activity in the world at
the same time creates opportunities for countries, regions and communities to seek to
bring about their development, but also can brings damaging effects
One of the challenges for government agents in charge of elaborating and implementing
development policies for tourism activities is to build a model of sustained development with
competitiveness, sustainability and social justice
The focus of the cluster analyses is adapted to the characteristics of tourism activity as it is
based on the analyses of agglomerations, functional complementary, cooperative relationships
and competition among the all involved actors
Otherwise, the traditional cluster analyses are not clear when the objective is to evaluate
local impacts concerning sustainability, competitiveness and social justice

15.

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South Ural State University, Chelyabinsk, October 19, 2017