2009 Brazil Lab presentation - USC Price School of Public Policy

Report
VERDE LEGAL
Opportunities for Sustainable Tourism in the
State of Rio de Janeiro
INTRODUCTION
PROFESSORS Peter Robertson, Jonathan Speier
O.I.T. STUDENTS
Ayrton Violento
Carlyle Falcao
Diana Costa de Castro
Gabriel de Sena Jardim
Juliana Lohmann
Maira Meyer
Maria Fernanda Mungia Steyer
Mariana Barbosa Nasser
Mariana Rodrigues
Priscilla Haack
Rosane Soares
Thais Costa da Silva
USC STUDENTS
Jennifer Choi
Paul Nakashima
Ruby Sandher
Runyu Sun
Thomas Szelazak
Terrah Brown
Jenny Miller
Amy Kung
Kathleen Ripley
Kelly Iwanabe
Sarah Oesterle
Pradit Ruppan
Joshua Shake
Leyla Sabet
Junzhao Tu
Brettany Shannon
Lei Xu
Marisa Alcaraz
Glen Becerra
Angelica Ayala
Mohammed Jalloh
Emily Baime
Alyssa Newton
PRESENTATION OVERVIEW
INTRODUCTION
Sustainability
Methodology
GOVERNANCE
Establishing a Collaborative Network
Microfinance Opportunities
TRANSPORTATION
SUPPPORT SYSTEMS
Healthcare
Safety and Security
MARKETING
CONCLUSION
ACKNOWLEDGEMENTS
SOURCES
SUSTAINABILITY & SUSTAINABLE TOURISM
INTRODUCTION SUSTAINABILTY
“The paths of human progress that meet the needs
and aspirations of the present generation without
compromising the ability of future generations to
meet their needs.” - Rahman, 2002
Economic
Environmental
Equity
Cultural
INTRODUCTION SUSTAINABILE TOURISM
Sustainable tourism demands that the industry maintain
an interest in the balance of:
•
•
•
•
Environmental Protection
Economic development
Social-equity
Cultural Preservation
“Sustainable tourism development meets the needs of present tourists and host
regions while protecting and enhancing opportunities for the future. It is envisaged
as leading to management of all resources in such a way that economic, social, and
aesthetic needs can be fulfilled while maintaining cultural integrity, essential
ecological processes, biological diversity, and life support systems.”
(World Tourism Organization 1998)
INTRODUCTION METHODOLOGY
Capital
Investment
PROMOTE/ FACILITATE
Governance
Coordinate
Collaborate
Transportation
Support Systems
Safety
Health
Marketing
Social/ Educational
Promotional
CRITERIA/ PARAMETERS
$
TOURISM GROWTH
Number of Tourists
Income from Tourism
Sustainability
INTRODUCTION METHODOLOGY
Project considerations:
Nine influential variables from Marlos Lima Simone Alves’ study on
Prospective Tourism Scenarios for Rio 2025:
• Natural resources
• Epidemic diseases
• Economic and exchange stability
• Potentially contaminating activities
• Cultural resources
• Historical and cultural heritage
• Legal restrictions on direct investment and or foreign policy
• Effectiveness of spending on public safety
• Amount of protected land in municipal area
INTRODUCTION METHODOLOGY
•
Six areas to address from the roundtable discussion with NEATH:
• Transportation
• Poverty/Social Inclusion
• Environment
• Safety
• Information (way-finding sineage)
• Evaluation of Benefits (Providing a link to sustainability)
• Additional methods:
• Personal experiences as a tourist in Rio de Janeiro
• Preparatory research
• FGV classroom presentations, panel discussions, and personal
interactions
INTRODUCTION METHODOLOGY
STRENGTHS
•
•
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Abundance of natural resources
Rich cultural diversity
Diversity of tourist attractions
Experience to major international
events
Hosted 1992 Rio Earth Summit
where Agenda 21 was signed into
implementation
Attractive climate
Hospitality
Tour ministry at each level of
government
WEAKNESSES
• Marketing
• Lack of multi-lingual information
• Lack of data collection (tourist sites,
health care, crime, transportation use,
informal economy)
• Public transportation/infrastructure
• Tourist access to health care facilities
• Lack of multi-sector collaboration
• International perception (City of God
Effect)
• Lack of accountability
• Tourist safety and security
• Limited business incentives
GOVERNANCE
GOVERNANCE
Recommendation
Establish a self-organizing and collaborative process to
enhance participation in tourism governance boards.
“A broadly-based ownership of tourism policies can bring
democratic empowerment and equity, operational
advantages and an enhanced tourism product.”
“Stakeholders should have opportunities to participate in
decision-making that affect their interests”
(Bramwell, et al., 2000)
GOVERNANCE
Governance Board Objectives
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•
•
•
•
Inclusive collaboration of all sectors.
Establish tourism priorities and plans.
Propose solutions to common problems.
Build capacity of human resources.
Infrastructure and tourism service improvements.
Register and identify tourism actors and opportunities.
Ensure a diversity of tourist activities.
Recommend and implement tourism legislation and policy.
GOVERNANCE State of Rio Tourism Development Model
AWARENESS
SYSTEM TO MONITOR
AND EVALAUTE THE
PROGRAM
MOBILIZATION
Main Challenges
PROMOTION AND
SUPPORT FOR
COMMERCIALIZATION
INSTITUTIONALIZING THE
REGIONAL BOARD OF
GOVERNANCE
PREPARING THE
STRATEGIC PLAN FOR
REGIONAL
DEVELOPMENT
TOURISM ITINERARIES
TOURIST INFORMATION
SYSTEM FOR THE
PROGRAM
IMPLEMENTING THE
STRATEGIC PLAN FOR
REGIONAL
DEVELOPMENT
Lima, Valeria. (2009) Tourism Regionalization Program in the State of Rio de
Janeiro. Presentation
GOVERNANCE MAIN CHALLENGES
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•
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•
Tourism is fragmented in nature
Institutionalizing collaboration
Shifting from “me” to “us” mind-set
Getting participation from all tourism
stakeholders
• Conflicts among intergovernmental actors
GOVERNANCE SHIFTING TO A COLLABORATIVE PROCESS
Changing Organization Structures
Structure of governance shifts
Post-Modern (Emerging Structure)
- Open systems
Modern Era (Former Structure)
- Competition
- Prediction and control
- Reductionism/ Fragmentation
- Interconnected
- Humanistic; Web of relationships
- Self-organizing and self emergent
- Democratic decision-making,
collaborative
- Ecological
GOVERNANCE SHIFTING TO A COLLABORATIVE PROCESS
Structural Models
Adaptive Organizing
GOVERNANCE SHIFTING TO A COLLABORATIVE PROCESS
Tourism Stakeholders
Tourist Attractions
Hotels
Museums and Cultural
Centers
Healthcare Industry
Retail Shops and
Malls
Restaurants
Transportation
Agencies
Tourism Agencies
Security & Law Enforcement
Media
Government Entities
Informal
Sector
GOVERNANCE A COLLABORATIVE PROCESS
A Grassroots Approach
Steps
1) Identifying and recruiting leaders in municipalities
2) State sponsored two-day educational retreat
3) Leaders educate and empower other stakeholders
4) Leaders and stakeholders form a Tourism Governance Board
within each municipality
5) Municipal Governance Boards elect representatives for the
Regional Governance Boards
6) Regional Governance Boards elect representatives for State
Governance Boards
 State government (Turis Rio) serves as a support system to
assist in the development of and active board of governance.
• Provide Resources (Meeting space, education, guidance)
GOVERNANCE A COLLABORATIVE PROCESS
Step 1: Conduct outreach at local level to identify
leaders within each targeted municipality
• Respected
• Not necessarily in position of power
• Opinions are valued by others due to respect, not
position of power
• Well-known among peers in the business community
• Strong network
• Collaborative
• Dedicated to tourism development
• Urban vs. rural leadership
GOVERNANCE A COLLABORATIVE PROCESS
Step 2: Provide a State-sponsored two-day
educational retreat and training on sustainable
tourism for all selected leaders.
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•
•
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Motivate and empower self-organizing
Get leaders “excited” about tourism
Personalize the issue and economic incentives
Benefits of collaboration
Economic benefits of tourism
Potential for tourism development
Tourism development planning
Business development services offered
GOVERNANCE A COLLABORATIVE PROCESS
Step 3: Leaders return to municipality to
educate other important stakeholders and
develop a network of tourism stakeholders.
• Information and “excitement” disseminated through
relationships and word of mouth.
GOVERNANCE A COLLABORATIVE PROCESS
Step 4: Leaders and stakeholders establish a
tourism governance board to make joint
decisions on tourism development in the
area.
• Interest-based incentives
• Clear agenda items
• Active board that regularly reports on progress
• Logistics determined by the leaders and participants
(with guidance from TurisRio).
• Meetings held regularly
GOVERNANCE A COLLABORATIVE PROCESS
Step 5: Implement institutional regionalization
through 12 Regional Governance Boards
• Municipal Board of Governance selects representatives
to serve on a Regional Board of Governance.
• Make joint decisions on regional improvements and
coordination
GOVERNANCE A COLLABORATIVE PROCESS
Step 6: Institute State-wide collaborative Governance
Board
• Regional Board of
Governance selects
representatives to
serve on the
Regional Board of
Governance.
• Make joint
decisions on state
improvements and
coordination
GOVERNANCE A COLLABORATIVE PROCESS
Municipal
Governance
Boards
Regional
Governance
Boards
REGIONALIZAÇÃO TURÍSTICA - RJ
Va re-Sa i
Porc iúnc ula
Região Turística - Costa Verde
Região Turística - Agulhas Negras
Região Turística - Vale do Café
Região Turística - Baixada Fluminense
Região Turística - Metropolitana
Região Turística - Região dos Lagos - Costa do Sol
Região Turística - Caminhos da Mata
Região Turística - Serra Verde Imperial
Região Turística - Serra Norte
Região Turística - Costa Doce
Região Turística - Noroeste das Águas
State
Governance
Board
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Fonte: Plano Diretor de Turismo do Estado do Rio d e Janeiro - 200 1
0
10
30
50 Km
Sã o Joã o
d a Ba rra
GOVERNANCE A COLLABORATIVE PROCESS
Incentives to Participate on Governance Board
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Relationship-based connections
Moving away from distrust in Government
Having an equal voice in collaboration
Personal connection to increasing tourism
Economic growth
Leveraging access to resources
Increase personal connections and network
Develop regional tour packages
Market branding
Support System to access tourism certification (Verde Legal)
GOVERNANCE BENEFITS OF COLLABORATION
• Organizations as an interdependent system ecological
• Every “cell” adds value to the larger system
• Operational in the common mission
• Responsiveness to stakeholders
• Collaborative
GOVERNANCE BENEFITS OF COLLABORATION
“Collaboration gives a competitive advantage by
bringing together the knowledge, expertise,
capital and other resources of several
stakeholders.” (Kotler et al. 1993)
 Interaction – Brings together
different perspectives and ensures
continuity of programs and messaging
Knowledge - Connects people to
the importance of tourism and shares
information
 Aligning Resources – Allows
organizations to coordinate and
leverage joint resources
 Performance Assessment –
Identifies areas of improvement in
tourism sector, how individual impact
the whole, and a common framework
for success
GOVERNANCE INTEGRATION OF INFORMAL SECTOR
• GINI coefficient = 0.58
• Microfinance has a low penetration rate (about 4%)
– Over 25% in other Latin American countries
• Target small businesses and informal sector that serve tourists
– Artisan and handicraft products
– Rural farm and agricultural products
• Sistema S and MFI partnerships
– Financial and business education, access to capital
– SEBRAE Rocinha Empreendedora – 130 individuals
• Improve local tourism, job and income generation for local residents
• Institute local government, create/improve domestic lodging and create directory
of local features to enhance tourism development
N
GOVERNANCE CASE STUDY
State of Espírito Santo
• In 2004, the State of Espírito Santo
implemented a tourism development
plan emphasizing the use of
collaboration, integration and
decentralization.
• Established a State Council of Tourism
with representatives from the public
and private sector, professionals, civil
society and non-governmental
organizations.
• Developed collaboration activity at
the municipal level, followed by a
focus at the regional level.
• Planned and implemented sustainable
tourism through increased
regionalization.
RegiõesTurísticas-ES.
50510152025 Kilometers
SEDETUR
Rodrigues, Mariana. (2009) Tourism Development Strategy in the State of Espirito Santo. Presentation
.
GOVERNANCE CASE STUDY
Regionalization: Tourist Itinerary
• Developed regional tourist
packages and itineraries,
leveraging attractions and
resources
• Utilized joint marketing
campaigns
GOVERNANCE CASE STUDY
Results: Visiting Tourists
State of Espírito Santo
Annual Number of Tourist Visiting ES
Local
2005
2006
2007
2008
Guarapari
113,336
204,249
217,659
170,134
Vitória
97,864
143,341
131,756
118,550
Vila Velha
79,933
162,999
73,993
100,739
Serra
69,227
91,362
54,898
68,495
-
32,253
17,724
23,829
17,931
32,187
19,263
22,054
Viana
-
-
5,962
5,685
Total
378,290
666,392
522,841
509,486
Cariacica
Fundão
 35% total
increase in
annual number
of tourists from
2005 to 2008
GOVERNANCE CASE STUDY
Results: Tourist Spending
State of Espírito Santo
Tourist Individual Daily Spending (R$)
78,74
45,74
38,58
2005.
31,08
2006.
2007.
2008.
 On average,
tourists spent
104% more daily
from 2005 to
2008
TRANSPORTATION
TRANSPORTATION
Potential in the City of Rio de Janeiro
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•
•
•
Build on pending and existing transportation plans
Create a tourist-oriented I-bus program
Implement Automated Vehicle Location (AVL) system
Improve traffic signal system to increase traffic flow; synchronize
signals and allow bus priority
• Integration of a bicycle culture; bike lanes, increase bike stations
within the city
• Integration and restructuring of multiple bus service provider
system Improve bus stop areas; create structures and platforms
that are easy to identify
• Create a system where transfer tickets from bus to bus are
distributed which would save time and improve traveler efficiency
TRANSPORTATION
Future Metro Plan in place
• Expansion of Line 1 to Ipanema
• Construction of line 3 to connect the cities of São
Gonçalo and Niterói to Rio
• Construction of line 4 to connect Botafogo to Barra
da Tijuca and Jacarepagua
• Construction of line 6 to link Barra da Tijuca and
Jacarepagua to International Airport
TRANSPORTATION
Other Future Plans in Place
• Modernization of Airports
• Metro Area
– Extend 260 km to connect the suburbs and
downtown by carrying 450,000 passengers per
day with 89 stations and a R$2.00 fare
• Interstate Plans
– Construction of a high speed train connecting Sao
Paulo and Rio
TRANSPORTATION
Bicycle Infrastructrure
• Objective:
– To promote recreational cycling for tourists
• Components:
– Create more bike lanes on major streets in the
city and bike routes in the state
– Expand automated bike rental system
• Automated computer terminals at bike
stations
– Create a virtual map of bike stations
TRANSPORTATION
Bicycle Infrastructure Outcomes
• Increased recreational activities for tourists as
complemented by the weather
• Improved accessibility to tourist sites
• Increased tourist transport supply
• Reduced traffic congestion
• Increased health benefits
TRANSPORTATION
Traffic Flow Improvements
• Objective:
– Improve traffic flow in the downtown area and main arteries of the city to
ease congestion
• Components:
– Improve traffic light system through better synchronization schemes, clearer
traffic signs and specific bus prioritization
– Increase parking capacity and management around tourist sites, while making
it readily available to the public to fulfill its usage
– Create a public bus pass policy to encourage people to use public transport
(discounts)
– Implement carpool policy
TRANSPORTATION
Traffic Flow Outcomes
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•
•
•
•
Easier accessibility to tourist sites
Reduced congestion
Safer roadways with pedestrian-first mentality
Can potentially facilitate the bicycle infrastructure
Could create opportunity for introducing Bus Rapid
Transit system
TRANSPORTATION
Tourist Intelligent Bus
Objective:
–Increasing tourist transport supply as well as improving tourist traffic service quality
Components:
– Aims to provide traffic service for travelers between tourist spots in the city
– Citizens can also use the Tourist I-Bus for daily routine, creating sustainability in the
event it isn’t utilized by tourists
– Its route should link all main spots of the city enabling tourists to move from one
spot to another with one ride
– This means exchanging real-time information among buses, spots and control
centers to realize a feasible management of fleets, by using the AVL system
– Adjusting the spots’ crowding situation and travelers’ rational sight seeing schedule
TRANSPORTATION
Tourist Intelligent Bus Outcomes
• Based on a research done on other cities, 92% of tourists
think it is necessary to open Tourist I-Bus routes to connect
the tourist sites
• The construction of Tourist I-Bus system in Rio where there is
a shortage of urban railway systems could increase tourist
transport supply as well as improve tourist traffic service
quality
• The configuration of Tourist I-Bus route, and the structure
frame for exchanging information between buses, tourist
spots and control centers will create a more efficient system
• Expansion of Tourist I-Bus system to major tourist destinations
at the state level
TRANSPORTATION
Integration of Automatic Vehicle Location (AVL)
System
Objective: Centralized tracking system to improve transit quality
and performance
Components:
– Installation of GPS / GIS systems in each bus
– Monitoring buses’ situation to improve fleet management and
operating schedule
– Providing real time information on arrival forecast at bus stop
– Locating vehicles to carry out bus priority signalizations
– Low cost implementation
TRANSPORTATION
AVL System Outcomes
• Reductions in traffic congestion
• Improvements in incident response times
• Mitigates long-term and special event-related
increases in travel demand
TRANSPORTATION
Bus System Integration
Objective:
– Implement a more efficient public transportation system
Components:
– Restructure governance of multiple bus operators, including
small vans
– Develop new trunk and feeder routing system with participation
from all existing parties
– Modernize bus related infrastructure, including transfer stations
– Create unified fare and transfer system
– Improve / Expand interconnectivity with State buses, Airports
and Metro
TRANSPORTATION
Bus System Integration Outcomes
• Fare integration and intra-bus transfers
• Ease of access, including comprehensive system
maps specifically for tourists
• Increased ridership
• Travel time and cost savings
• Improved bus stop visibility
• Fleet maintenance and renewal
TRANSPORTATION
Multilingual Taxi Program
• All taxi drivers are required to learn 23 sentences in
English language
• The sentences cover 6 main aspects
-greeting, help carry luggage, inquire destination, parking, taxi fee and say
goodbye
• Language component becomes part of licensing
renewal process
TRANSPORTATION CASE STUDIES
Three Comphrensive Case Studies
• São Paulo
• Curitiba
• Santiago, Chile
TRANSPORTATION CASE STUDIES
Interligado: São Paulo
• Comprised of over 45 companies with 1000s of buses and
cooperatives
• Transforming radial and dispersed system into integrated
system
• BRT Lanes
– Segregated busways (Expresso Tradentes)
– Median bus-ways (Passa-Rapido)
– Preferential bus lanes (Via Livre)
TRANSPORTATION CASE STUDIES
Interligado: São Paulo
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•
•
•
•
•
Integrated terminals, stations, and bus stops
Fleet renovation
New concession contracts by areas
Inclusion of informal operators
Single fare and electronic system
Control and user information systems
TRANSPORTATION CASE STUDIES
Obstacles and Mitigatons in São Paulo
• Interagency coordination
• Opposition from van operators
• Incomplete user information
• Delays in infrastructure
TRANSPORTATION CASE STUDIES
RIT Curitiba: How it was Done
• Operations controlled by municipal company
– Plans system
– Defines routes, capacity and schedules
– Regulates and controls system
– Collects fares
• Operations contracted to 16 private operators
• Contracts rolled over through negotiation upon expiration
• Efficiency maintained by municipal oversight and intercompany comparisons
TRANSPORTATION CASE STUDIES
RIT Curitiba: How it was done
• Revenues pooled and paid to contraced operators based on
services provided
• Formula depenent on kilometers operated and the type of
service and bus provided
• From these payments operators pay full operating costs and
capital replacement costs, depending on age and type of bus
• Also produces profits for companies
TRANSPORTATION CASE STUDIES
Transantiago: Santiago, Chile
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•
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200km of dedicated bus lanes
Reorganization of bus routes
Integration with city’s metro
Satellite tracking system
Restructuring turned over to private corporation
Bus service cut back to poorer neighborhoods
Reduced number of buses and stops
Rollover implemented in one day
TRANSPORTATION CASE STUDIES
Transantiago: Santiago, Chile
• Metro system over-crowded from former bus riders
• Investors began negatively speculating on Transantiago forcing
state-run metro to make $300 million in loans
• Now, new transport minister has renegotiated contracts
• System will still need long-term subsidies of up to $40 million
per month
TRANSPORTATION
Importance of Transportation to Tourism:
The Barcelona Sustainable Tourism Model
• Significant emphasis put on infrastructure primarily on
accessibility, transportation, and accommodation
• Investment focused on roads and transport in addition to
coastal recovery and telecommunications, and continued
after the Olympics
• Tourism increased directly and indirectly two-fold
• Hotel demand rose by 150% in the ten years following
• Employment growth in the services sector rose from 40% to
82% in 20 years
• Allowed attention to other services such as financial, health
care, public administration and education
SUPPORT SYSTEMS
Healthcare &
Public Safety and Security
SUPPORT SYSTEMS
Importance of Support Systems
• Healthcare and public safety & security need to be
recognized as key stakeholders in sustainable tourism
industry at local, state, and federal levels
• Proven by economist, Marlos Lima, to be major
influences on sustainable tourism and the economy
• Currently, inadequacies in health and safety sectors
deter tourists from visiting Brazil
SUPPORT SYSTEMS
HEALTHCARE
SUPPORT SYSTEMS HEALTHCARE
Healthcare Issues
1. Availability, efficiency and quality of tourist health
information
2. Weak translation services
3. Inadequate access to health care facilities
SUPPORT SYSTEMS HEALTHCARE
Tourist Health Information
• Currently, tourists have difficulty obtaining information on:
– Hospital Locations
– Insurance Information
– Vaccination requirements depending on location
• Lack of information leads to insecurity and misperception of
the health system in the City of Rio de Janeiro, which can
deter tourism.
SUPPORT SYSTEMS HEALTHCARE
Tourist Health Information
Hospital Locations
– Tourists should be made aware of hospital locations
• Given on website
• Also increase signage
throughout cities
– Tourists should be aware
of languages spoken at
particular hospitals
SUPPORT SYSTEMS HEALTHCARE
Tourist Health Information
As of right now, the Single Health System (SUS) does not have to care for
tourists outside of Emergencies (in which care may not be immediate)
Insurance Information
•Private hospital have excellent medical facilities and immediate
services
•Some hospitals may not take accept certain types of tourist
insurance and have to pay out of pocket
•Tourists may not be reimbursed by their insurance company upon
returning home
Need transparency of accepted insurance coverage on hospital websites
SUPPORT SYSTEMS HEALTHCARE
Tourist Health Information
• Vaccinations
– Information on which vaccinations are required for
particular areas in Brazil
• For example, some students given vaccinations for
yellow fever although it is not required in Rio de Janeiro
or Sao Paulo
• Time frame:
– Some vaccination need to be given two weeks in
advance (e.g. Typhoid)
– Lifetime/expiration of vaccinations
SUPPORT SYSTEMS HEALTHCARE
Recommendation
• Expand tourism website to include:
- Location of multi-language and accredited hospitals
- Information on insurance accepted by hospitals
- Vaccination information
• Link health information websites to main tourism websites
• Other information facets other than website:
- Tourism information call center
- Pamphlets at hotel
- Tourism information center at the Airports
• Maximize information distribution from ANVISA (National Agency of
Sanitary Surveillance) to tourists
SUPPORT SYSTEMS HEALTHCARE
Translation Services
• Currently, multi-language services
are not available at most hospitals.
• Lack of multi-language services
create a barrier for the tourists to
get access to the health services.
• Example of multi-language
services model available at the
hospitals.
 Clínica Galdino Campos at
Copacabana
SUPPORT SYSTEMS HEALTHCARE
Recommendation
• Centralized translation services center to increase
efficiency
– Available to all hospitals and clinics
– Will staff for languages according to tourist demographics
• Increase language training for hospital staff
• Can outsource for languages not commonly spoken or
during peak tourism seasons
Childrens Hospital Los Angeles
SUPPORT SYSTEMS HEALTHCARE
Tourist Access to Health Care Services
• Some countries do not have contracts for tourists to be
treated at public Brazilian hospitals
• Also, some tourist health insurance coverage is not accepted
at certain hospitals
• Tourists have the fear that if an accident occurs during their
travel, they may not be cared for or if they are cared for, they
may face financial ruin
SUPPORT SYSTEMS HEALTHCARE
Recommendation
• Increase contracting with overseas insurance
providers (private system)
- Blue Cross Blue Shield
• Ministry of Tourism: Increase international
agreements for health reciprocity (public system)
• Temporary tourist insurance packages available for
purchase upon arrival in Rio de Janeiro
SUPPORT SYSTEMS
PUBLIC SAFETY AND SECURITY
SUPPORT SYSTEMS SAFETY & SECURITY
SAFETY AND SECURITY ISSUES
1. Lack of tourist safety information
2. Shortage of translation services
3. City environment is conducive to high crime rate
SUPPORT SYSTEMS SAFETY & SECURITY
Tourist Safety Information
• Tourists have misconception about safety in Rio de
Janeiro due to negative media images
• Information exists about safety in Rio de Janeiro, but
the information is difficult to find
SUPPORT SYSTEMS SAFETY & SECURITY
Recommendation
•
•
Zoning Safe Areas
– Tips on visiting particular sites
• Examples:
– Avoid walking in certain
areas (must go by taxi) you can walk in
Copacabana but you
need to be alert in areas
of Flamengo
Increase awareness of current safety
information
– Phone number and locations of
tourist police
– Increase publicity of Rio Prefeitura
website
SUPPORT SYSTEMS SAFETY & SECURITY
SUPPORT SYSTEMS SAFETY & SECURITY
Translation Services
• There is a tourist police in Rio de Janeiro, but the
police are not equipped to assist all tourists because
of communication barriers
SUPPORT SYSTEMS SAFETY & SECURITY
Recommendation
• Use Phraselators:
Advanced language
translators
– Prerecorded phrases in
multiple languages (224
languages available for
use in Los Angeles City)
– Increase foreign
language proficiency:
Language training
classes
SUPPORT SYSTEMS SAFETY & SECURITY
City Environment
• Many areas in the city are not maintained and have
poor lighting which makes tourists feel unsafe and
leaves them vulnerable
• Tourist police are on duty but there is little planning
involved in their placement
SUPPORT SYSTEMS SAFETY & SECURITY
Recommendations
• Increase city lighting
– Motion-censored lights
– Shown to decrease crime
– Reduce deformation of city
sites
• Broken Window TheoryJames Q. Wilson
– Public property damages
increases apathy, which is
correlated to increased crime
rates
– Destruction of infrastructure
facilitates future crime
SUPPORT SYSTEMS SAFETY & SECURITY
Recommendations (cont’d)
• Emergency Stands
(University of Southern
California Security
Model)
SUPPORT SYSTEMS SAFETY & SECURITY
Recommendations (cont’d)
• Strategic
placement of
police officers
throughout city
according to crime
density
-Model after
CompStat, New York
Police Department
•Community Policing
Model
MARKETING
MARKETING CONCEPTS
KEY CONCEPTS
1. Focus areas:
•Health, Transportation & Safety Resources for travelers
•Encourage participation and collaboration through marketing incentives
•Overcome negative perceptions about travel distance to Rio and safety concerns
•Continue to justify tourism as a primary focus for decision makers
2. What we’re marketing:
•5 key areas of tourism (Mtur): Sun/Beach, Culture, Ecotourism, Sports, Business/Event
•5 key destinations: Paraty, Rio, Petrópolis, Angra dos Reis, Búzios
3. Who we’re marketing to (5 languages):
•Portuguese (Brasil, Portugal)
•Spanish (Argentina, rest of Latin America, Spain)
•English (North America, United Kingdom)
•French (France)
•Japanese (Japan)
MARKETING & PROMOTION
CAMPAIGNS
“Sensational Brasil Verde Legal” Campaign
Internal - Raise awareness about environmental concerns and
encourage collaboration and participation
External – Increase tourism to Rio
“We Are Carioca” Campaign
Internal - Increase awareness of environmental, social, and cultural
best practices to build excitement and increase excitement and
participation in tourism
External – Overcome limited perception of Rio
MARKETING CAMPAIGN
“SENSATIONAL BRASIL – Verde Legal”
CAMPAIGN PIECES
• Public Relations (No to Low Cost)
•
•
•
•
•
•
Building Trust in Verde Legal
Online Resources for media to earn free coverage
Promote current Eco & Social Tourism
Leveraging upcoming major events
Social networking online
Placement on independent travel sites
• Paid Marketing (Low to Medium Cost)
• Maintaining braziltour.com.br to a 2.0 site
• Sustainable adjustable print materials
• Informational Systems (Medium to High Cost)
• Signage
• Information Kiosks Centers
• Mobile communication
MARKETING CASE STUDY
New Zealand Qualmark
Building Trust in Verde Legal
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source:
http://www.newzeala
nd.com/travel/qualma
rk/qualmark_home.cf
m
MARKETING CASE STUDY
New Zealand Qualmark
Building Trust in Verde Legal
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source:
http://www.newzeala
nd.com/travel/qualma
rk/qualmark_home.cf
m
MARKETING CASE STUDY
Paris, France
Online Resources for Media
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://en.parisinfo.com/press-and-travel-trade-information-centre-/
MARKETING CASE STUDY
ANDA Brasil
Eco and Social Tourism
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.andabrasil.com.br/?q=panels/calendar
MARKETING CASE STUDY
NY Times Travel
Earned Media Coverage
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://travel.nytimes.com/
MARKETING CASE STUDY
Leveraging Major Events
2010 FIFA World Cup South Africa
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.fifa.com/worldcup/destination/index.html
MARKETING CASE STUDY
Rio & Facebook
Social Networking Online
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.facebook.com/s.php?ref=search&init=q&q=rio%20d%20janeiro
MARKETING CASE STUDY
Independent Tourism Site l Planet
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Eye Rio Guide (regular feature)
Source: http://therioguide.planeteye.com/
MARKETING CASE STUDY
www.Braziltour.com
1.0 Tourism Site
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.pluckyblond.com/wp-content/gallery/portfolio_smooth/port_epiphany.jpg
MARKETING CASE STUDY
2.0 Tourism Site
New Zealand | Promotional Video CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source:
http://www.newzeala
nd.com/travel/Interna
tional/
MARKETING CASE STUDY
New Zealand | Travel Planner
2.0 Tourism Site
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.newzealand.com/travel/International/
MARKETING CASE STUDY
New Zealand | 2.0 Add-Ons
2.0 Tourism Site
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.newzealand.com/travel/International/
…ALL of these features are on the HOME PAGE
MARKETING CASE STUDY
New Zealand | Transportation
2.0 Tourism Site
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.newzealand.com/travel/getting-to-around-nz/transport/transport-home.cfm
MARKETING CASE STUDY
New Zealand | Transportation
2.0 Tourism Site
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.newzealand.com/travel/getting-to-around-nz/transport/transport-home.cfm
MARKETING CASE STUDY
Planet Eye Mapping Feature
Source: http://www.planeteye.com/Map.
2.0 Tourism Site
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
MARKETING CASE STUDY
2.0 Tourism Site
Planet Eye Travel Pack
Source:http://www.planeteye.com/member/brettany/travelpacks/create
MARKETING CASE STUDY
Adjustable Print Materials
Customizable Brochure in 5 Languages
CAMPAIGN “SENSATIONAL BRASIL –
Verde Legal”
Cover with History, Top
Destinations, Translated
Phrases, Map, Transportation,
Health & Safety, About the
Verde Legal Logo
Source: http://www.pluckyblond.com/wp-content/gallery/portfolio_smooth/port_epiphany.jpg
Special
Inserts with
focusing on
types of
tourists:
eco,
beach/sun,
event, sport
culture
MARKETING CASE STUDY
Postcards
Adjustable Print Materials
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.pluckyblond.com/wp-content/gallery/portfolio_smooth/port_epiphany.jpg
MARKETING CASE STUDY
Recycling Bins at Corcovado
Source: Brettany Shannon
Signage
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
MARKETING CASE STUDY
The Lighthouse
Scotland's Centre for
Architecture, Design &
the City
Signage
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Source: http://www.flickr.com/photos/apolaine/1294206594/in/photostream/
MARKETING CASE STUDY
2008 Beijing Olympics
Information Kiosks
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Sources, clockwise from top: http://www.flickr.com/photos/beijinglives/61781844/sizes/m/, http://www.flickr.com/photos/dragonpreneur/2850799454/sizes/o/,
http://www.flickr.com/photos/beijinglives/61782075/
MARKETING CASE STUDY
2008 Beijing Olympics
Mobile Media
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Sources, clockwise from top: http://www.flickr.com/photos/beijinglives/61781844/sizes/m/, http://www.flickr.com/photos/dragonpreneur/2850799454/sizes/o/,
http://www.flickr.com/photos/beijinglives/61782075/
MARKETING CASE STUDY
2008 Beijing Olympics
Call Centers
CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”
Sources, clockwise from top: http://www.flickr.com/photos/beijinglives/61781844/sizes/m/, http://www.flickr.com/photos/dragonpreneur/2850799454/sizes/o/,
http://www.flickr.com/photos/beijinglives/61782075/
MARKETING CAMPAIGN
CAMPAIGN “We Are Carioca”
CAMPAIGN PIECES
• Public Relations (No to Low Cost)
• Building Trust in Verde Legal
• Videos on social networking sites
• Raising awareness about microfinance opportunities
• Sector Capacity Building (Low to Medium Cost)
• Language training for cab drivers
• Educational opportunities
MARKETING CASE STUDY
Civic Pride
CAMPAIGN “We Are Carioca”
Canadian Molson’s “I Am Canadian” Campaign
Sources, left to right: http://images.google.com/imgres?imgurl=http://www.thai-software.com/Doug/IAmCanadian/I-am-Cdn-2.jpg&imgrefurl=http://www.thaisoftware.com/Doug/IAmCanadian.html&usg=__-i63EK5x3HP1KOIuMqZYMMDVWYc=&h=240&w=320&sz=8&hl=en&start=19&sig2=o6cUpek1Qe7X
fbl5HmJKeg&um=1&tbnid=w7bIu4V8Uqvd2M:&tbnh=89&tbnw=118&prev=/images%3Fq%3D%2522i%2Bam%2Bcanadian%2522%2Bmolson%2Bad%26ndsp%3D18%26
hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D18%26um%3D1&ei=ld0mSrCqGqXUlQf3yeTdBw,
http://presentationzen.blogs.com/photos/uncategorized/joe_text.jpg
CONCLUSION
Opportunities:
•
•
•
•
•
•
•
•
•
Information Technology expansion
Improving international marketing strategies
Emphasizing tourism as a economic contributor
Carioca pride
Implementation of collaborative processes among actors
Transportation and Infrastructural improvements
Health and safety
Environmental awareness
Global visibility via the 2014 World Cup
CONCLUSION
2014 World Cup
- If these suggestions are considered and the appropriate policies are implemented
within the next 5 years, Rio de Janeiro will be able to showcase a new attractive
image to the world
- The World Cup will provide Rio with unprecedented visibility and is
unquestionably the ideal vehicle for redefining the City and State.
- We believe that these changes and this event can act as a catalyst for sustainable
tourism growth in the years following the event
- As proven by Barcelona, Sydney, and Beijing, international sporting events help
shape global perception, infrastructure, and facilitate tourism growth
- Follow and build off of current model put in place by the 2010 World Cup in
South Africa and the 2008 Beijing Summer Olympics
CONCLUSION
We consider this project to have been a distinct privilege and are grateful for the
opportunity to learn about the Brazilian culture and perhaps shape its future.
Overarching Themes:
•
Sustainability
•
We Are Carioca
•
Potential opportunity from 2014 World Cup
•
Connecting Rio with itself and the World
•
Healthy, happy, and safe Cariocans and tourists
•
Creating an inviting and happy Rio image
ACKNOWLEDGEMENTS
PROFESSORS
Peter Robertson
Jonathan Speier
GUEST SPEAKERS
Prof. Flavio Carvalho de Vasconcelos
Prof. Alexandre Farias
Prof. Eduardo Marques
Prof. Luiz Estevam Lopes Gonçalves
Prof. Luiz Gustavo Barbosa
Prof. Elizabeth Columa
Mr. Gérard Bourgeaiseau,
Mr. Álvaro Bezerra de Mello,
Prof. Lamounier Villela
Mr. Roberto Pascarella
Prof. Marly Motta
Dr. Paulo Hargreaves
Mr. Liberato Pinto
Mr. Andre Coelho, Ms. Laura Monteiro,
Ms. Valéria Lima
Mr. Marlos Lima, Economist
Prof. José Cézar Castanhar
Prof. Angela Simões
Prof. Armando Cunha
Prof. Bianca Freire-Medeiros
Mr. Marcio Barbosa
Ms. Luana D Araujo
Ms. Monica Deluqui
Ms. Mariana Rodriguez
Marly Silva da Motta
Councilwoman Aspasia Camargo
Mr. Terrance Gallagher
Hotel Novo Mundo
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THANKYOU OBRIGADO

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