Spa-development strategy
of the South Great Plain
and Vojvodina train of thoughts
Schwertner János
expert
University of Szeged
Cooling Cubes workshop
Novi Sad – Újvidék 2014. április 16.
Main goals of the
strategy:
goals:
1. Coordinated development of spas in the South Great Plain
and in Vojvodina.
2. Coordination in development strategy between wellnessand medical culture.
3. Bigger role of spas in employment and income generation.
4. Improvment of health condition of local population.
5. Creating CC feeling.
6. All in all, improving the touristical offer of two regions.
Good relationship between Hungarian and Serbian
people.
Condition of strategic
creation
• political will
• intention for coopreation between the two
countries
• supply in Hungary
• demand in Serbia
• there is no experience in cooperation
• we are neither investors nor decision makers
Disharmony in supply
and demand
South Great Plain
• positive natural conditions
• common development in
medical and wellness
• a lot of spa, though in different
quality
• saturated domestic demand
• strong and growing foreign
demand
• remarkable development
sources
Vojvodina
• positive natural conditions
• different development in
medical and wellness
• deficiency in condition of spas
• strong domestic demand
• modest but growing foreign
demand
• lack of sources
Services
Development
environment
•
•
•
•
•
•
•
South Great Plain
positive political will
plan supply
more secure ownership
secure operational
background
qualitative development
remarkable development
sources: EU, Széchenyi
Plan
development experiences
•
•
•
•
•
•
•
Vojvodina
positive political will
plan supply
insecure ownership
insecure operational
background
quantitative and
qualitative development
lack of development
sources
lack of experiences in
development
Spa
attendance
South Great Plain 2.370.000
Vojvodina
CC area
760.000
3.130.000
Development scenarios range of speeds
• value preservation - Értékőrzés
– Kanjiža, Szeged Anna fürdő
• step by step development - Lépésrőllépésre fejlesztés
– Mórahalom
• Explosive
– Szeged Aquapolis, Bački Petrovac
Development scenarios
centre-periphery
• downtown - Városközpont
– Temerin, Makó
• edge city - Város széle
– Ada,Tiszakécske
• green field - Zöld-mező
– Apatin, Bački Petrovac
Development scenarios
medical – wellness
• emphasis on wellness - Wellness súlypont
– Bački Petrovac
• emphasis on medical - Gyógy súlypont
– Apatin
• mixed - Vegyes
– Bečej
Development scenarios
according development
policy
•
•
•
•
voluntarist
liberal
network-based
value-based
-
result
eredmény
capital
tőke
supply
ellátás
service
szolgáltatás
Basically we consider project CC as a learning process so
we would like a value-based development.
Development scenarios
target audience
chosen group
– gender
– religion
– age
– partner team
– medical condition
– everybody
Currently each spa wants to be „omnivorous”
Development scenarios
market
•
•
•
•
•
•
local
Ásotthalom, Senta
regional
Temerin,Tiszakécske
sub-regional
Makó, Bački Petrovac,
Strategic suggestion
for the whole area
•
•
•
•
Methodology
Networking
Institutionalization
Marketing
Strategic suggestion I.
• Methodology:
– Information collecting according CC method
Question: who and where should be the
data administrator?
– Information organization according CC
method
Question: who should work?
Strategic suggestion II.
Methodology
– Collecting new information, methodological
renewal, research
• new information: e.g. wifi access, social insurance
information, real estate information, other currently
unknown aspects
• methodology: to be developed – new project
Question: who should work?
Strategic suggestion III.
•
•
Networking
partnership network
connection of each CC partner
– information transmission: how?
1. bottom up
2. bottom up and top down
3. networked – as torrent method
Strategic suggestion IV.
Networking
• creation of user networks
create a group of residents using the spa
–
–
–
–
facebook
teams
groups
clubs
Strategic suggestion V.
Networking
• how to keep in touch
– use the existing clusters
» Dél-alföldi Termálklaszter
» KLASTER ZDRAVSTVENOG TURIZMA
VOJVODINE
– meeting once a month
– integration to existing systems
» planner groups
» professional groups in healthcare
» TDM touristical management groups
» non-profit networks
» wellness and medical culture
» Lion’s, Rotary clubs
Strategic suggestion V.
continuance
Networking
• how to keep in touch
– connection between universities
» Novi Sad – Szeged
» (need of professional renewal both in theoretical
and practical fields)
Strategic suggestion VI.
Institutionalization
• CC committee
– owners
– operators
– users
• management (3 people)
– every year a new manager
– 2 years preparation time for managers
– learning process
Strategic suggestion VII.
Institutionalization
• Theoretical Methodological Centre
– research, methodologies, applications
» universities?
• Practical Methodological Centre
– in one place (if possible) for the sinergistic
effects. Education of specialists in connection
of spa culture:
» e.g. doctor, masseur, energetic, animator,
marketing manager, media manager
– quality Assurance
Strategic suggestion
VIII.
Marketing
1. to know each other
2. partners recommendations
–
–
–
–
–
–
furthest
non-competitor
common owners
common visitors
profession
common interests
Strategic suggestion IX.
Marketing
3.common packages
•
•
•
•
spa + touristical
spa + touristical + gastronomy
spa + touristical + gastronomy + culture
spa + touristical + gastronomy + culture + spa
4.common image
logo, feeling, conferences, objects
Strategic suggestion X.
Marketing
5. Common appearance
»
»
»
»
»
»
exhibitions
markets
leaflets
advertising
literature
films
Šurda
A possible scenario
• Surda the water quality controller is having fun in the
Plava Frajla inn of Novi Sad.
• His boss is looking for him in the whole town.
• He finds him and says: because of EU connection his
current job changes, in the future he has to control the
quality of Hungarian spas’ water.
• His hungarian colleague will get his former job in Serbia.
Cut
Think more…
Thank you for the kind attention!
Have a good discussion!
[email protected]