Slide1 : www.tourmis.info
Budapest, 20-21 September 2006 ETC & ECT Joint TourMIS Users‘ Workshop
Slide2 : Day 1
About TourMIS
Introduction & How to enter data
How to retrieve, interpret & use
Day 2
Summary of data input status
New features & upcoming developments
Areas of co-operation with UNWTO and Eurostat Outline
Slide3 : The Vienna University of Economics and Business Administration
The „Home“ of TourMIS
John D.C. Little (1970) MIT, Sloan School of Management : John D.C. Little (1970) MIT, Sloan School of Management ‘The big problem with management science models is that managers practically never used them’
Some reasons why this is particularly true for tourism managers (1/2) : Some reasons why this is particularly true for tourism managers (1/2) Tourism managers do not know what models and/or data sources are available
Tourism managers are facing a variety of different data sources with deviating results and have difficulties in selecting the appropriate source
Tourism managers have insufficient knowledge of methodologies and data (procedural and factual know-how)
Some reasons why this is particularly true for tourism managers (2/2) : Some reasons why this is particularly true for tourism managers (2/2) Data is not available or up-to-date
Standard software solutions are unsuitable for the problem in hand and specially developed programs are too expensive
Technical standards of available systems do not meet management requirements in tourism
www.tourmis.info : www.tourmis.info Provides free and easy access to tourism statistics
Platform for tourism associations to exchange data/information/knowledge
Supports the harmonisation of tourism statistics
Tool to learn about the actual usage of tourism market research information
Increases the application of management science models in tourism
Slide8 : History of TourMIS 1984
ANTO decides to install a Management Information System (MIS) on a mainframe computer
1990
MIS application is transferred to a PC – 10 Austrian provincial tourism managers introduce the brand name “TourMIS”
approx. 50 TourMIS users
1998
TourMIS introduced on the Internet (xBase, preformatted web pages, restricted access)
Slide9 : History of TourMIS 1999
ANTO decides to open the system to the public
European Cities Tourism (ECT) starts using TourMIS as a platform to exchange tourism statistics
New database and web site concept (SQL Server, pages dynamically generated)
8,700 queries answered in 1999
Slide10 : History of TourMIS 2000
European Travel Commission (ETC) starts using TourMIS for exchanging tourism statistics
Intelligent query system allows longitudinal analysis of survey data
Competitive analysis features added to the system
26,000 queries answered in 2000
2001
New data source on the number of visitations of Austrian attractions
34,600 queries answered in 2001
Slide11 : History of TourMIS 2002
New design
60,000 queries answered in 2002
2003
Executive summary tool introduced
80,000 queries answered in 2003
2004
ETC prepares the compilation of monthly statistics on TourMIS and collects information on definitions and methodologies
Benchmarking is made more flexible
>100,000 queries answered by TourMIS
2005
First TourMIS Workshops (Vienna & Brussels)
International Tourism Data Compiled in TourMIS : International Tourism Data Compiled in TourMIS Arrivals
Bednights
55 markets including domestic visitors
Capacities (# of hotels and bedspaces)
Average occupancy rate
Annual/monthly data
Absolute figures (and some relative figures)
Authorized Persons should ... : Authorized Persons should ... have at least a minimum knowledge on tourism statistics in his/her region (particularly where to get information and how to read and interpret these tables);
own a personal e-mail address (not an ‘office address’ like office@wien.at) and have access to the Internet at his/her desk;
have registered on TourMIS;
be willing to enter statistics on a regular basis.
The Maintenance Concept Data Input Check every 14 days … : The Maintenance Concept Data Input Check every 14 days …
Before you can enter your figures you need to understand the definitions in TourMIS and the methodologies used for compiling your data! : Before you can enter your figures you need to understand the definitions in TourMIS and the methodologies used for compiling your data!
Definitions and Methodologies : Definitions and Methodologies Concepts frequently mixed up
The dilemma with UNWTO definitions – a practitioner’s response to this concept ...
Labels (‘definitions’) used for the compilation of ETC & ECT statistics in TourMIS
Limitations caused by incomparable international tourism data – What can we do? How can we support common standards and definitions?
Definitions and Methodologies that cause misunderstandings : Definitions and Methodologies that cause misunderstandings Visitors vs visits vs tourists
Nights vs overnights vs bednights vs roomnights
All vs collective vs commercial vs private forms of accommodation
Hotels and similar forms of accommodation: What is included in ‘similar’? Any minimum size?
What is city tourism? When is a region defined as a city? How can we define the limits of a city?
UNWTO & Eurostat vs commonly used standards
Which standards meet the interests of
The industry/managers (for marketing planning) ?
The politicians (for economic analysis) ?
What is the appropriate methodology to measure what we have defined?
UN/WTO Definition : UN/WTO Definition 1 Visitors who spend at least one night in the country visited, but less than one year. 2 Visitors who arrive and leave the same day for leisure, recreation and holidays; visiting friends and relatives; business and professional health treatment; religion/pilgrimages and other tourism purposes, including transit day visitors en route to or from their destination coutries. 3 Persons who arrive in a country aboard cruise ships (as defined by the International Maritime Organization (IMO), 1965) and who spent the night aboard ship even when disembarking for one or more day visits. 4 Foreign air or ship crews docked or in lay over and who use the accommodation establishments of the country visited. 5 Crews who are not residents of the country visited and who stay in the country for the day. 6 As defined by the United Nations. 7 Who do not leave the transit area of the airport or the port, including transfer between airports or ports. 8 As defined by the United Nations High Commission for Refugees, 1967. 9 When they travel from their country of origin to the duty station and vice-versa (including household servants and dependants accompanying or joining them).
Visitor – Tourist : Visitor – Tourist A visitor is any person who travels to a place other than that in which s/he has his/her usual residence but outside his/her usual environment for a period not exceeding 12 months and whose main purpose of visit is other than the exercise of an activity remunerated from within the place visited.
A same-day-visitor is a visitor who does not spend a night in a collective or private accommodation in the place visited.
A tourist is a visitor who stays at least one night in a collective or private accommodation in the place visited.
Both tourists and same-day visitors are visitors. Hence, number of visitors = number of tourists + number of same-day-visitors. Therefore, the number of tourists is always a proportion of the number of visitors.
Problems with this Definition : Problems with this Definition Very wide definition which includes activities & people which are less relevant for many actors in the industry
The possibilities to measure this definition are limited and either very expensive or inaccurate
There are only a few destinations in the world which compile data following (more or less) this definition: US, Canada, UK, Ireland
Practically all continental European countries are using data compiled at paid forms of accommodation “A visitor is any person who travels to a place other than that in which s/he has his/her usual residence but outside his/her usual environment for a period not exceeding 12 months and whose main purpose of visit is other than the exercise of an activity remunerated from within the place visited”
Classification of Accommodation Establishments : Classification of Accommodation Establishments
“Hotels and Similar” versus “All” forms of Accommodation : “Hotels and Similar” versus “All” forms of Accommodation All accommodation establishments include private accommodations and collective establishments. Private accommodations include private rental and non-rental accommodation (i.e. rented and/or owned). Collective establishments include hotels and similar establishments (motels, etc.), specialized establishments (holiday camps, conference centers, etc.) and other collective establishments (tourist campsites, holiday dwellings, etc.).
Hotels and similar establishments is one type of collective tourism establishment, only including hotels and similar establishments. Many destinations label their data ‚Hotels and similar establishments‘ although the data refers to ‚collective forms of accommodation‘
Almost all destinations in Europe do not include private (non-rental) accommodation in their ‚All accommodation‘ definition
Many misunderstandings occur! One example … : Many misunderstandings occur! One example …
Slide26 : Wrong !
Slide27 : Also wrong !
How can we measure our definitions? : How can we measure our definitions? By embarkation or debarkation forms or information recorded by border control officials Strengths
Highly controlled consistent information
Information on nationality or country of origin can be evaluated
VFR
Inexpensive?
Weaknesses
Information may change between entering and leaving the destination
No inbound data
No day visitors
Difficult to gain any regional information
Applicable only for very small and isolated destinations (e.g. islands)
How can we measure our definitions? : How can we measure our definitions? By surveys collected from visitors to the destination in question Strengths
Highly informative (‘rich’) information can be collected
Domestic travelers, day visitors & VFR can be included
Weaknesses
The volume of tourism can only be estimated by combining it with some other forms of data
Usually too expensive for most destination management organizations
Survey instruments usually vary significantly and information is therefore difficult to compare
Information may not be accurate (memory of the visitor, plans may change after the interview)
Difficult to deal with business travelers
Requires significant know-how
How can we measure our definitions? : How can we measure our definitions? By surveys collected from professional accommodation suppliers (= paid forms of accommodation)
By governmentally regulated compilation from all (or almost all) professional accommodation suppliers Strengths
The most commonly used methodology in Europe
Relatively inexpensive
The smaller the tourism region the easier to implement
Information on basic population usually available (sample studies can provide good estimates)
Weaknesses
Only tourists in paid forms of accommodation
No day visitors, no VFR
Accommodation suppliers may cheat for tax reasons
How are overnights collected? : How are overnights collected? The number of (over-)nights a tourist spends at a place of accommodation can be measured in:
Bed-nights, the number of beds/(‘heads per night’) occupied in accommodation establishments; or
Room-nights, the number of rooms occupied in accommodation establishments.
The number of room-nights is always less than the number of bed-nights.
The number of bed-nights divided by the number of room-nights is the double-room rate.
The number of bed-nights divided by the number of arrivals at the same accommodation establishments is the average duration of stay.
How can we define occupancy rate : How can we define occupancy rate Together with information about the accommodation establishments' capacities (C), number of beds or number of rooms; bed-nights or room-nights (N) can be used for calculating bed- or room-occupancy (O), respectively. The average occupancy over a specific period (p), usually number of days, can be calculated by:
O = N / C * p
Note: Most publications on annual occupancy rates by national statistical offices use 360 days or the number of opening days (p).
Problem: Variations in capacity during a period
Definitions available in TourMIS : Definitions available in TourMIS A few questions to think about …
Hotels or similar vs collective/paid vs all forms?
Bednights or roomnights?
Do bed/roomnights (arrivals at the place of accommodation) also include small units?
Does your figures include data generated by unpaid forms of accommodation (VFR)?
Does capacity information (# of accommodation suppliers, # of bedspaces) cover the same units than numbers on arrivals and/or bednights?
For city tourism: Do your statistics cover the neighbouring region or „city area“ only??
12 Measures Compiled by ETC Note: Partially new labels! : 12 Measures Compiled by ETC Note: Partially new labels! Arrivals of visitors at frontiers
Arrivals of tourists at frontiers
Arrivals of tourists in all paid forms of accommodation establishments
Arrivals of tourists in hotels and similar establishments
Bednights of tourists in all paid forms of accommodation establishments
Bednights of tourists in hotels and similar establishments
Number of all paid forms of accommodation establishments
Number of bedspaces in all paid forms of accommodation establishments
Average occupancy rate in all paid forms of accommodation establishments
Number of hotels and similar establishments
Number of bedspaces in hotels and similar establishments
Average occupancy rate in hotels and similar establishments
What is City Tourism? : What is City Tourism? Criteria to become a member of ECT
More than 100,000 inhabitants
More than 3,000 beds in commercial accommodation
Conference facilities
A significant monumental and historic heritage
Cultural events
Other criteria
Visitors’ perceptions
Survey
Avg length of stay < 3
Self-image
What are the boundaries of a city? Or: When should a accommodation supplier be considered as part of the city? : What are the boundaries of a city? Or: When should a accommodation supplier be considered as part of the city? Definitions currently discussed by ECT
Political city limits
City area defined by the population density
Area defined by the places usually visited by city break visitors
Area accessible by public transportation from the city center (within a certain period of time)
Limits defined by the responsibility of the local tourist office
26 Measures Compiled by ECT : 26 Measures Compiled by ECT
Summary: A Framework on (City) Tourism Statistics for Europe : Summary: A Framework on (City) Tourism Statistics for Europe
Demo: How to enter data into the system : Demo: How to enter data into the system Registration & data input authorization
Setting up the “Data Input Timetable”
Entering data using the new online form
Entering data using MS Excel
Are comparisons possible? : Are comparisons possible? Read (and question!) definitions when available!
Compare absolute figures only when other destinations provide figures for the same category (avoid rankings)
Use relative figures for comparisons and rankings
If possible, compare yourself with several other destinations
Use Median instead of Arithmetic Mean if you aggregate information from more than one destination (as TourMIS does)
Are comparisons possible? : Are comparisons possible? Read (and question!) definitions when available!
Compare absolute figures only when other destinations provide figures for the same category (avoid rankings)
Use relative figures for comparisons and rankings
If possible, compare yourself with several other destinations
Use Median instead of Arithmetic Mean if you aggregate information from more than one destination (as TourMIS does)
Are comparisons possible? : Are comparisons possible? Read (and question!) definitions when available!
Compare absolute figures only when other destinations provide figures for the same category (avoid rankings)
Use relative figures for comparisons and rankings
If possible, compare yourself with several other destinations
Use Median instead of Arithmetic Mean if you aggregate information from more than one destination (as TourMIS does)
Are comparisons possible? : Are comparisons possible? Read (and question!) definitions when available!
Compare absolute figures only when other destinations provide figures for the same category (avoid rankings)
Use relative figures for comparisons and rankings
If possible, compare yourself with several other destinations
Use Median instead of Arithmetic Mean if you aggregate information from more than one destination (as TourMIS does)
Demo: How to use the system : Demo: How to use the system Retrieving data and graphs
New table for monthly statistics
Downloading data to your PC
Possibilities and limits in interpretation
Slide45 : www.tourmis.info
Budapest, 20-21 September 2006 ETC & ECT Joint TourMIS Users‘ Workshop
Slide46 : Day 2
Summary of new tools
How to improve the ETC & ECT database?
New data input report
Eurocity Visitor Survey
TourMIS log-file statistics
Number and origin of TourMIS users
Demand for ETC and ECT tables & graphs
New ECT initiative for compiling the number of visits to European attractions and sights
Other new TourMIS features
Log-file statistics of the ANTO search function Outline
Summary on Data Input Status September 16, 2006 : Summary on Data Input Status September 16, 2006 ETC countries
33 (99%) enter annual data
18 (55%) enter monthly data
118,654 figures
41 data inputers
Major Problems: Croatia, Greece, Poland, Ukraine, Monaco, Switzerland ECT (cities)
118 (100%) enter annual data
49 (42%) enter monthly data
282,812 figures
94 data inputers
Major Problems: Frankfurt, Rome, Florence, Milan, Madrid, Porto, Nice, Warsaw, Marseille, Bordeaux, Rotterdam, …
Most Active Members September 16, 2006 : Most Active Members September 16, 2006 ETC countries
Norway
Finland
Portugal
Ireland
Hungary
France
Sweden
Slovenia
Denmark
Austria ECT (cities)
Luxembourg C.
Dresden
Munich
Budapest
Helsinki
Tallinn
Olomouc
Zagreb
Copenhagen
Vienna 12,098 3,928
What can ETC & ECT do to support common standards? : What can ETC & ECT do to support common standards? Compile (1) data & (2) information on definitions and methodologies used by member countries/cities
Make data & information well-known in the industry and draw people’s attention to differences that occur
Allow free and easy access to information
Provide possibilities for training/education of members and other interested people in the industry
Develop tools which support even more/better use of statistics for tourism marketing and planning & economic analysis
Slide50 : Regularly enter your data in time!
Establish personal contact and encourage other members
Present system in your country
Install Backlink to TourMIS!
How can an individual member support this project?
Compilation of # of Visits to European Attractions and Sights : Compilation of # of Visits to European Attractions and Sights Objectives:
Measure demand (& trends) for cultural products
Understanding the relationship between tourism and culture
Enhancing www.visiteuropeancities.info
Survey 2006: 66 cities replied
62% are aware of statistics
81% are willing to enter annual data on a regular basis
34 cities provide data on 640 European attractions!
ETC & ECT Areas of Collaboration : ETC & ECT Areas of Collaboration TourMIS related
Joint workshops
Information exchange/dissemination: Common understanding of tourism statistics
Reference manual to conduct visitor surveys
Reference manual on how to collect tourism statistics based on an accommodation based surveys
ETC & ECT Areas of Collaboration : ETC & ECT Areas of Collaboration Extending the database
Number of visitors to attractions and sights
Economic indicators of markets
ETC & ECT Areas of Collaboration : ETC & ECT Areas of Collaboration Continuous development of TourMIS
How to select benchmarking partners?
How to analyse guest mix patterns?
How to analyse seasonality?
Forecasting time series?
Using time series
Using expert judgments
Using both
ETC & ECT Areas of Collaboration : ETC & ECT Areas of Collaboration Incorporate other Universities
Conference
Future ‚Development of TourMIS‘
Definitions & Methodologies
Decision Support Tools
XML/API Interface
Design
Legal Aspects
ICTC 2002 format?
Slide56 : www.tourmis.info
Budapest, 20-21 September 2006 ETC & ECT Joint TourMIS Users‘ Workshop