PowerPoint-Pr

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The European Needs Analysis 3rd Transnational
Meeting 6-7 July 2010 Brussels, Belgium
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European Needs Analysis

• European Needs Analysis (ENA)
• Content
• The European Desk Research Report
• The Country Desk Research Reports
• Field Research Report
• Online Survey
• Best Practice Examples
• Overall Conclusions
• Bibliography

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European Needs Analysis

• Objectives
• To visualize the requirements of a project
  management methodology tailored to the culture
  and tourism sector
• To provide all relevant information for the
  adaptation, testing and exploitation phase of the
  PRINCE2 project management methodology for the
  tourism and cultural sector

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European Needs Analysis

1. Employed methodology

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European Desk Research

• The European Desk Research
• Collected information about the 3 main fields of
  the European Needs Analysis culture and tourism
  sector, VET System, application of project
  management methodologies in Europe
• General overview
• Consumers of tourism want a greater variety of
  destinations
• Desire for a clean environment, nature tourism,
  adventurous activities, more culture, heritage,
  history, arts and rural settings (EDGELL, 2006
  xiii)
• Destinations are interested in developing
  higher-quality tourism products
• Positive sustainable tourism development is
  dependent on forward-looking policies and
  harmonious relations between local communities,
  the private sector, academic institutions,
  Non-profit organizations and governments at all
  levels
• Properly managed tourism can improve social,
  cultural, economic, political and ecological
  dimensions of future lifestyles (EDGELL, 2006
  xiii)

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European Desk Research

• The European culture and tourism sector
• Tourism is the worlds largest industry
• Europe is the most important tourism region
  worldwide
• 1.8 million enterprises
• 5 of the GDP of the EU
• With the release of the Agenda 21 during the 1992
  Earth Summit in Rio de Janeiro, the significance
  of sustainable tourism has been recognized as the
  way forward
• 3 dimensions of sustainability environmental,
  socio-cultural and economic sustainability
• The European VET System
• Difference between higher education institutions
  (most of the colleges, universities), which
  provide education for tourism sector and higher
  education institutions, which are specialized in
  tourism education (mainly universities of applied
  studies)

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European Desk Research

• The number of institutions specialized in tourism
  education is very low
• The HORECA (Hotel Restaurant and Catering) sector
  is of importance for youth employment
• There is a lack of career perspective in the
  HORECA sector due to an absence of advanced
  training
• The deficit of advanced training is a reason for
  a lack of knowledge and skills in other fields of
  tourism such as sustainable tourism management or
  destination marketing (EUROPEAN
  COMMISSION,2010a38)
• Project Management in Europe
• Project management methodologies like TenStep,
  Six Sigma and PRINCE2 are widespread in Europe
• It is not common to use specific project
  management methodologies in the tourism industry

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Country Desk Research - Austria

• The Country Desk Research Reports
• Results of the Desk Research Report of Austria I
• Summer and winter tourism are both the most
  important tourism sectors
• Tourism falls within the legislative and
  executive competencies of the nine federal
  provinces (Bundeslaender)
• The federal provinces are also partly responsible
  for environmental related laws and regulations
  concerning regional planning, construction
  ordinances. The Austrian National Tourist Office
  is the most important tourism organization in
  Austria.

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Country Desk Research - Austria

• Results of the Desk Research Report of Austria II
• Tourism VET system is based on combination of
  secondary education and job training
• Apprentices receive their practical training
  mainly at work, theoretical aspects of their
  profession are taught at vocational schools
  (apprenticeship takes 3-4 years)
• Universities of applied sciences are specialized
  in tourism education (important role)
• Project management methodologies taught in the
  VET system PMBOK (Project Management Body of
  Knowledge) and Six Sigma
• Application of project management methodologies
  is not common for tourism and culture projects,
  the focus is on project management elements like
  planning and risk, stakeholder as well as quality
  management
• After finishing a project management course,
  participants are able to manage a project with
  assistance of an experienced project manager

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Country Desk Research - Italy

• Results of the Desk Research Report of Italy I
• Culture and art sector is the most important
  tourism sector in Italy followed by leisure
• Tourism in Italy is managed on national and
  regional level. The Ministry of Tourism is in
  charge of the tourism related tasks concerning
  Italy and on regional level, tourism is
  controlled by municipalities
• Government expenditure encompasses all activities
  aimed at the promotion of tourism
• Regional expenditures include contributions for
  construction, modernization and many more

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Country Desk Research - Italy

• Results of the Desk Research Report of Italy II
• Public authorities as well as private
  organizations such as Bank Foundations are
  important for the supporting of the tourism
  sector in Italy
• Tourism VET system is based on secondary
  education, job training and a combination of both
• Number of high education institutions in the
  tourism sector is very low
• No specific project management methodologies
  taught in VET system
• Application of project management methodologies
  are not common for tourism and culture projects,
  the focus is on project management elements

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Country Desk Research - Poland

• Results of the Desk Research Report of Poland I
• Polish government created a modern strategy for
  the following categories of tourism products
  business, city and cultural, rural and transit
  tourism
• The tourism sector is one of the most developing
  in the Polish economy
• On national level, the Ministry of Sport and
  Tourism is responsible for creating a strategy
  for tourism development
• Priorities are creating high quality touristic
  products, human resource development, marketing
  support and creation of touristic areas.
• In general, tourism and cultural projects are
  funded by public administrations and often
  managed by multiplayer partnership

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Country Desk Research - Poland

• Results of the Desk Research Report of Poland II
• Tourism VET system is based on combination of
  secondary education and job training
• Universities of applied sciences are not common
  in Poland
• Tourism education is rather focused on
  theoretical knowledge
• Project management methodologies taught in the
  VET system PMBOK (Project Management Body of
  Knowledge) and PRINCE2
• Application of project management methodologies
  are not common for tourism and culture projects

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Country Desk Research - Scotland

• Results of the Desk Research Report of Scotland
• Cultural and city tourism are most important
  tourism sectors
• The Scottish Government is responsible for the
  tourism framework
• Local authorities such as the City of Edinburgh
  Council are committed to support tourism as a key
  driver of Edinburghs economy
• Most of the tourism and cultural projects are
  funded by public administrations (e.g. Edinburgh
  Tourism Action Group - ETAG)
• Tourism VET system is based on secondary
  education, job training and a combination of both
• Project management methodologies taught in the
  VET system PRINCE2 and Six Sigma
• Application of project management methodologies
  are not common for tourism and culture projects

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Country Desk Research - Turkey

• Results of the Desk Research Report of Turkey I
• Summer tourism is the most important tourism
  sectors, followed by winter tourism (20 ski
  resorts)
• Tourism is managed on national level by the
  Ministry of Culture and Tourism, which is also
  responsible for legal regulations of the culture
  and tourism sector.
• The Ministry of Culture and Tourism as well as
  Regional Development Agencies are responsible for
  funding and supporting tourism and cultural
  projects

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Country Desk Research - Turkey

• Results of the Desk Research Report of Turkey II
• Tourism VET system is based on a combination of
  schooling, job training and practical training
  courses
• No specific project management methodologies
  taught in VET system, focus is on teaching
  project management elements such as planning,
  business case development and quality management
• Project management methodologies used for tourism
  and culture projects PCM (Project Cycle
  Management), Triple-Helix Methodology
• The Ministry of Culture and Tourism provides
  technical and administrative specifications for
  the proper implementation of culture and tourism
  projects

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Main findings

• Main findings of the Country Desk Research
• Culture and Tourism sector
• Tourism is a very important business sector in
  each of the five partner countries
• Tourism is mainly managed on national, regional
  and local level and is a very complex issue
• According to the results of the country desk
  research reports, sustainable culture and tourism
  projects are funded by public administrations. In
  addition to ministries and associations, there
  are also several tourism boards, agencies and
  banking institutions responsible for funding

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Main findings

• VET System in the field of tourism
• The VET system in the field of tourism is mainly
  based on a combination of schooling and job
  training
• Most of the universities and higher education
  institutions provide only basic knowledge
  regarding tourism
• In terms of project management, the VET system
  focuses rather on teaching project management
  elements than on specific project management
  methodologies
• Mentioned methodologies PMBOK (Project
  Management Body of Knowledge), Six Sigma, PRINCE2

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Main findings

• Project Management in the culture and tourism
  sector
• Using project management methodologies for
  sustainable tourism and culture projects is not
  common
• Generally mentioned methodologies for project
  management PCM (Project Cycle Management),
  Triple-Helix, Six Sigma, PMBOK (Project
  Management Body of Knowledge)
• Project management elements are applied
• With exception of Turkey, it is not common that
  public authorities provide guidelines for project
  management in the field of tourism and culture
• Official qualifications for project managers are
  not widespread in the tourism and culture sector

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Field Research Report

• The Field Research Report
• Explanations for evaluation and interpretation
• Weighing the importance of several aspects (e.g.
  project management elements)
• very important 8
• important 6
• of less importance 2
• not important at all 0
• Current data set 80
• different number of conducted interviews per
  partner countries
• currently no data from Poland available, number
  of Turkish interviews reduced
• ? Difficulties with the comparability of current
  data available, only trends are visible

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Information about the interviewees

• Austria

Training organizations n 5 Public authorities n 6 Tourism organizations n 4
Austrian Assoziation of Tourism Managers International Management Center Graz Next Level Consulting Danube University Krems WIFI Styria Regional Development Styria Regional Managements Graz surroundings Obersteiermark Oststeiermark Süd-West Steiermark Tourism Assoziation Ausseerland Nature Park Gesäuse Thermenland Styria Assoziation Farm Holidays
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Information about the interviewees
Training organizations n 4 Public authorities n 7 Tourism organizations n 4
University of Calabria Centre for Higher Studies on Tourism and Tourism Promotion Universities and Enterprises for Training University of Calabria, Center of History Cultural Heritage Department of Avellino Municipality of Rende Municipality of Cosenza Calabria Region Local Institutional Table Sila Development Municiplaity of Altomonte Confindustria Legambiente Sila National Park Touring Club

• Italy

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Information about the interviewees

• Scotland

Training organizations n 5 Public authorities n 5 Tourism organizations n 5
Quality Scotland Carnegie Enterprise Heriot Watt University Chamber Business Solutions Napier University Scottish Development International City of Edinburgh Council Scottish Enterprise Visit Scotland HIT Scotland Royal Botanic Gardens Edinburgh The Townhouse Group Mercat Tours Tour Guide Rabbie's Trail Burners Ltd
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Information about the interviewees

• Turkey

Training organizations n 0 Public authorities n 4 Tourism organizations n 1
-- Çukurova Development Agency Municipality of Trabzon General Directorate for Trade and Tourism Education Local Authority Of Education AKTOB Mediterranean Association of Touristic Hoteliers
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Results - Training organizations
PRINCE2 is well-known and common in Scotland but
not in Austria and Italy Other Methodologies
from PMI (Project Management Institute) and IPMA
(International Project Management Association) or
no specific methodology None of the interviewed
experts from Italy provided project management
methodologies Austrian and Italian universities
focus on project management elements not on
specific methodologies

• Provided project management methodologies

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Results - Training organizations

• Importance the following project management
  elements

Implemented weighing 8 6 2 - 0 Project
planning and stakeholder management are
considered the most important elements Risk
management is the least important element
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Results - Training organizations

• Certifications for project management trainers
• Main skills required for project management
  trainers

Mentioned certifications PRINCE2 and Six Sigma
among others Most frequently mentioned
certification PRINCE2 mainly mentioned by
Scottish training organizations Coordination and
communication are main skills required to project
managers
Austria n 5 Italy n 4 Scotland n 5 Turkey n 0
75 25 100 -
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Results - Training organizations

• Are soft skills part of the project management
  education at your training
• organisation?
• Provided soft skills in project management
  education

Soft skills are an important factor of the
project management education in Austria and
Italy Most provided soft skill
Communication Other skills were not specified
Austria n 5 Italy n 4 Scotland n 5 Turkey n 0
100 75 40 -
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Results - Training organizations

• Provided project management methodologies
  tailored for sustainable tourism
• and culture projects
• Importance of project management elements for
  conducting sustainable tourism and
• culture projects

There could be a market for such methodologies
Austria n 5 Italy n 4 Scotland n 5 Turkey n 0
0 0 0 -
Most important project management element for
sustainable tourism and culture projects
Project planning and stakeholder
management Project planning and stakeholder
management are the most important elements for
projects in general as well as for sustainable
tourism and culture projects
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Results - Public authorities

• Use of project management methodologies for
  sustainable tourism
• and culture projects
• Employed project management methodologies

Austria n 6 Italy n 7 Scotland n 5 Turkey n 4
33 0 80 50
Use of methodologies is rather not common in
Austria, Italy and Turkey PRINCE2 is common
in Scotland Other methodologies mentioned MS
Project (software)
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Results - Public authorities
The use of project management elements is common
but rather limited to basics in Austria, Italy
and Turkey Most frequently used element project
planning Stakeholder management is less employed
by public authorities but considered as very
important by training organizations Other
elements mentioned definition of roles and
objectives, SWAT Analysis, involvement of local
population

• Use of project management elements

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Results - Public authorities

• Publicity of the project management methodology
  PRINCE2?
• Identified trends regarding the allocation of
  public funds for sustainable tourism
• and culture projects
• Project management elements and sustainability
  become more and more important
• The amount of money for sustainable tourism
  projects has been reduced and so the number of
  such projects is decreasing

PRINCE2 is well-known in Scotland but not in
Austria, Turkey and Italy
Austria n 6 Italy n 7 Scotland n 5 Turkey n 4
17 0 100 25
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Results - Tourism organizatons

• Use of project management elements for
  sustainable tourism and culture projects?
• Employed project management elements for
  sustainable tourism and culture projects

Use of project management elements is less common
for tourism organizations than for public
authorities
Austria n 4 Italy n 4 Scotland n 5 Turkey n 1
75 50 60 100
Most employed element project planning Least
employed Risk management Stakeholder management
is less employed by tourism organizations but
considered as very important by training
organizations Other elements were not specified
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Results - Tourism organizatons

• Project management certifications for project
  managers in tourism organizations
• Main skills required to project managers from
  tourism organizations

Austria n 4 Italy n 4 Scotland n 5 Turkey n 1
25 0 0 0
Certifications are not common in tourism
organizations
Main skill required to project managers
planning, coordination and communication Least
important skill Risk management
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Results - Tourism organizatons

• Requested support for managing sustainable
  tourism and culture projects

Austria n 4 Italy n 4 Scotland n 5 Turkey n 1
50 100 100 100
Most of interviewed tourism organizations would
like to have support for managing their
projects Support is requested the most in
project planning Other mentioned field funding
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Results - Tourism organizatons

• Importance of project management elements for
  sustainable tourism and culture
• projects

Nearly all mentioned elements are considered as
very important especially communication with
partners Interviewees consider project
management as a key factor in order to guarantee
a sustainable impact on projects
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Main findings of the Field Research

• Training organizations
• PRINCE2 methodology is well-known and common in
  Scotland but rather unknown in Austria and Italy
• Other mentioned methodologies P2M2, Six Sigma,
  MPMM, methodologies from PMI (Project Management
  Institute) and IPMA (International Project
  Management Association)
• Austrian and Italian universities focus rather on
  project management elements than on specific
  methodologies
• Project planning and stakeholder management are
  considered as the most important project
  management elements - Risk management as the
  least important
• Certifications for project managers from training
  organizations are common in Scotland and Austria
• Mentioned certifications among others PRINCE2
  and Six Sigma, certifications from PMI, IPMA and
  PMA (Project Management Austria, member of IPMA)
• Most frequently mentioned certification PRINCE2
  (only mentioned by Scottish training
  organizations)
• Coordination and communication are main skills
  required to project managers

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Main findings of the Field Research

• Public authorites
• The use of project management methodologies is
  not common in Austria, Italy and Turkey
• Use of the PRINCE2 methodology is common in
  public authorities from Scotland
• Other mentioned methodologies MS Project
  (software) among others
• The use of project management elements is common
  in all involved countries but rather limited to
  basics in Austria, Italy and Turkey
• Most frequently used element project planning
• Other elements mentioned definition of roles and
  objectives, SWAT Analysis, involvement of local
  population
• Stakeholder management is less employed by public
  authorities but considered very important by
  training organizations
• PRINCE2 is well-known in Scotland but not in
  Austria, Turkey and Italy

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Main findings of the Field Research

• Tourism organizations I
• Using project management elements is common for
  managing sustainable tourism and culture projects
  but the use of such elements is less common for
  tourism organizations than for public authorities
  
• Most employed element project planning
• Least employed element Risk management
• Stakeholder management is less employed by
  tourism organizations but considered very
  important by training organizations
• Project management certifications for project
  managers are not common in tourism organizations
• One mentioned certification certification from
  PMA (Project Management Austria)
• Main skills required for project managers
  planning, coordination and communication
• Least important skill Risk management

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Main findings of the Field Research

• Tourism organizations II
• Most of the interviewees would like to have
  support for managing sustainable tourism and
  culture projects
• Most support is requested for project planning
• Other mentioned field funding
• Most important project management element for
  sustainable tourism and culture projects
  communication with partners
• Interviewees consider project management as a key
  factor in order to guarantee a sustainable impact
  on projects

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Main findings of the Field Research

• Identified trends regarding the allocation of
  public funds for
• sustainable tourism and culture projects
• Project management elements and sustainability
  have become more and more important
• The amount of money for sustainable tourism
  projects has been reduced and so the number of
  such projects is decreasing
• Provided guidelines for assuring a relevant
  approach on sustainable
• tourism and culture projects
• In contrast to the results of the country desk
  research, most interviewees stated that there are
  guidelines provided by funding agencies, the
  LEADER program, the Austrian Hotel and Tourism
  Bank and the ROP (Regional Operational Program
  for 2007 2013 of the Campania Region)

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Main findings of the Field Research

• Criteria for good practice examples
• Most projects are funded by public authorities
• Reasons for success
• Involvement of stakeholders, definition of roles
  and objectives, project organization and
  planning, budget control, high acceptance in the
  local population, good external and internal
  communication, analysis of actual needs and
  potentials of the territory
• Mainly no cost overruns, delays or political
  problems
• Mentioned difficulties
• Tight schedule, cost pressure and timing,
  definition of roles, low acceptance of the
  projects by the local population
• Criteria for bad practice projects
• Most projects are funded by public authorities
• Reasons for failure
• Cost overrun, massive delays, lack of project
  management elements especially time management,
  project planning and coordination, definition of
  roles and objectives, financial control, risk
  management, difficulties regarding the
  cooperation with project partners

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Preview Online Survey Best practice

• Further steps of the ENA
• Online Survey and Best Practice Examples
• Development of an online questionnaire
• Online survey addressed to 1000 representatives
  of target group
• Scope to get a representative sample and to get
  detailed information for the adaptation of
  PRINCE2 project management method for the culture
  and tourism sector
• Set of items based on the current main findings
• The results will contribute to the identification
  of best practice examples
• Identification and description leads to case
  studies
• Description of 1 best practice example per
  partner country

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• Thank you very much
• for your attention!