Market research for a Climate Services ObservatoryGo to marco website
Has your organisation been using or is it using climate services? Please give us feedback on the experiences with acquiring and using climate services. FILL IN THE SURVEY HERE – available in English, Finnish, German, and Spanish. Your feedback will greatly help this study. The results and analysis of the survey will be included in the Deliverable reports of Work Package 1 due in June 2017.
In tourism, both suppliers and consumers are sensitive to weather and climate circumstances. A challenge for tourism suppliers is their twofold affectedness: they should not only assess how climate change may affect their costs, but also how consumers may perceive climate change effects on various tourist services and supporting amenities, i.e. how they may respond to climate change. While some climate driven tourism indexes have been developed, consumer behavior in the field depends also on many other factors of which development can be hard to predict. Yet the crucial importance of climate to many types of tourism like winter sports or beach holidays means that the sector can find high value in relevant and applicable climate services (CS).
The structure of the supply side in the tourism sector is very different from the other two focal sectors of the EU-MACS project, finance and urban planning. The share of small and medium enterprises in tourism is high and firms that may compete fiercely on local setting benefit from co-operation in marketing at a supraregional level. Some actors like large travel agencies or transport companies are often professional CS users already, but the smaller actors are usually under-utilizers. The large variety in CS use capabilities and tendency to a geographical orientation makes the tourism sector a likely candidate for pooling of CS acquisition efforts. This will also be explored in this project.
In an interactive process key market barriers and enablers are identified in close collaboration with stakeholders from the tourism industry. Two workshops are planned. The first workshop (May 2017, Graz, Austria) aims at identifying the user perspective on climate services in the tourism sector, their view on market barriers and enablers. Here, the CTA approach is applied. The requirements on climate services for the different types of end-users in the tourism sector (individual tourism businesses, tourism associations, travel agencies, public administration etc.) are elaborated. The stakeholder recruitment is focused on, but not limited to, Austria and Finland.
Based on the new insights gained from the first workshop, new concepts of climate services for the tourism sector are developed and further discussed in a second workshop (planned in January 2018). The development of new and improved CS concepts is guided by Business Design methods, including the value proposition design tool (VPD). By means of willingness to pay (WTP) the potential use of customized CS is assessed. Recommendations for climate service providers and policy makers are derived, based on the experiences from the interactive and iterative stakeholder process.
Participants of the stakeholder workshops may articulate their needs and proactively shape the design and supply of customized climate services in the tourism sector, gain advance in knowledge and benefit from early adoption of climate services and timely consideration of climate risks in their long-term risk management and business/tourism planning. This project helps to ease the access to climate information relevant for the tourism region of interest and the uptake of customized products. CS providers benefit from new business opportunities and more target-oriented research.