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29TOURISM CLUSTER
Timur Obidjanov
Gulrukh Saidkulova
Student of KarEEI
Student of KarSU
ABSTRACT
The spatial expansion of tourism and the growing diversification of this activity in the world create opportunities for countries, regions and communities to seek to bring about their development. A cluster is a progressive form of business network, which has strong business objectives focusing on improving sales and profits. It makes the exchange of information and technology possible, encouraging different ways of coordination and collaboration within them. Clustering is a process that enables the participants to exploit their synergies and the complementarities between their outputs, involving several benefits.
Keywords: Tourism Clusters, Competiveness, Local Development, Sustainability
Tourism acts as a stimulating factor for economic (hence national) development. As it is, for the large part, responsible for economic growth, balance of payments, employment and regional balances in individual countries and across regions, numerous tourism entities are looking forward to the reinforcement of their potential in tourism development on the local and regional level.
To sustain their economic development, regional development has great importance for regions, which are industrially underdeveloped. Within the context of regional development, these regions have chance to utilize their tourism potentials and contribute to their economic development by benefiting from tourism activities. There are interregional economic imbalances in most countries, including Turkey. These can be overcome with help of tourism sector since tourism sector is directly related to economic development. Tourism sector and its economic activities are capable of remedying economic imbalances among regions and making a major contribution to economic development with efficient use of tourism resources.
From the viewpoint of the tourism sector, the no homogeneity of tourism products renders tourism clusters remarkably different from those in other economic industries. In other words, tourism clusters contain many complementary components not only from the private sector, but also from public institutions. This study seeks to reveal cluster phases, the structure of cluster networks, and common characteristics of successful tourism clusters and challenges in the tourism clustering process by making reference to significant tourism clusters, which have been founded in recent years [1-
15].
The main idea of clusters is "working together." Sometimes, the managers of companies in clusters believe mistakenly that working with their opponents in same value chain would be inaccurate for the sake of their companies. However, they would work together not to take share of their current market; but to expand their market shares; to find new markets.
One of the most essential necessities for clusters, as mentioned in most of cluster definitions, is geographical concentration which enables cluster companies to create synergy and to collaborate each other within this atmosphere. Once a specialized industry cluster has been established, the firms of this cluster develop a demand for specialized services and supplies.
The tourism sector can be viewed as comprising a variety of producers, distributors and facilitators. Whereas in the past the boundaries between the different players in the market were clear, vertical and horizontal integration in the tourism sector has resulted in a blurring of these boundaries. Unlike other products offered by manufacturing or service companies, tourism products are heterogeneous: they are complex and consist of plenty of complementary components provided by suppliers from various public and private sectors [16-28]. The purchase and consumption of the tourism product is spread over time and distance. Each tourism organization provides only one or several components of the total tourism product that is consumed during the course of the complete tourism experience. One week stay of a tourist in a distant place entails contacts with some 30-50 different entities (tour operator, insurance company, carrier, hotel, restaurant, tourism attraction, exchange office, taxi driver, souvenir shop, local authorities etc.) - this way a tourist value chain is being constructed. In order to enhance customer satisfaction, tourism companies have to establish effective relationships with their stakeholders, and especially with their suppliers, defined as those entities operating within the external environment that are responsible for the provision of other components of the total tourism product.
Clustering is a long-running process of which each phase requires profound preparation. For this reason, regions which willing to improve their competitiveness need to lead clustering process with a proper strategical plan. . Moreover, it is also necessity to build data network which should be comprised of accurate information. Thanks to access to database within the cluster, member companies of the cluster can reach results of analyzes such as market analyze and determine their market strategies by taking these results into consideration. Rival companies come together for a common goal and this improves social capital. The four key features of the Cluster are identified as:
1. Cooperation;
2. Competition
3. Trust;
4. Networking opportunities
The interaction of the consumption of the tourism product with its local base is one of the main characteristics of the activity, showing the fundamental role it plays in the strategies for local development. In most economic activities, it is the product that reaches the consumer, but when it comes to tourism, it is the opposite in that the consumer seeks for tourism services. Because of this characteristic, tourism has a heavy impact on local development. From this perspective, tourism and local development are interconnected because they take place if the regional socio-cultural and environmental characteristics are respected where the activity takes place.
Business ties in tourism take the form of numerous different partnership systems: strategic alliances, joint-ventures, consortia, holdings, coalitions, franchising agreements etc. More and more often the business ties enlarge towards the cooperation with the government, local authorities, local citizens, R&D institutions as well as business support institutions. The intersector regional and local partnerships are preferred by the EU as the effects of endogenous processes building the consensus between local entities, enabling common strategies and the coordination of activities, the access to the key competencies, promote and create innovations, strengthen the identification of the local players within the local social, culture and natural environment, enhance the competitiveness of the regional and local entrepreneurship.
A tourism cluster is a complex organization, with a structure made of various systems, each possessing its own, different information infrastructure. The members of a cluster, while retaining their legal subjectivity and economic independence, represent a flexible form of economic integration aimed at achieving a common goal.
The central idea of development includes a concept net made up of evolution, inclusion, participation, solidarity, production and competitiveness, which are mutually strengthened or directly opposed to movements of concentration, competition, exclusion, poverty and imbalance, amongst other things. Evolution and interaction are the focal points of the concept of development, a set of coordinated participation processes for continuously improved discussion and increased planning capability and the ability to gather economic, social and environmental resources in the short and long term, whenever possible, owing to joint strategies that otherwise depend on arbitration and conciliation.
The cluster's mission included in the Strategy is fostering socio-economic development in the local territories by improving activities occurring in the tourism sector. This is possible by applying principles of sustainable development into all levels of cluster functioning as it gathers main tourism businesses and other organizations working in close relation with tourism sector. Both, winning of the contests and actions taken on sustainable development, confirm the validity of efforts to make the destination friendly to residents, tourists and enterprisers. This idea will bind efforts to
create a balance between environmental, social and economic aspects of regional development.
Conclusively the main task of creating tourism clusters should be assisting the implementation of proposed principles, and their promotion to enhance local development and create a potential sustainable development basis.
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