Đề tài Responsible tourism for tour operators

Nội dung text: Đề tài Responsible tourism for tour operators

1. B. Developing tourism products that are commercially viable
2. Ensuring viable responsible tourism products by meeting market needs • Market visitation • Reason for travel volume • Kinds of • Market size experiences • Market trends and desired interests • Greatest interest Market Motivations in the destination growth & needs • Connect with development objectives • Means of travel • Level of money • Length of stay spent by visitor Sustainability • Level of flexibility types • Value to local development Travel Spend patterns
3. Example of typical tourist market segments and characteristics in Vietnam SEGMENT TYPE CHARACTERISTICS MOTIVATIONS EXPECTATIONS Holidayers International Traveling in organized groups or with family Relaxation, entertainment, Superior food and short-haul and friends. Shorter trips, few destinations. visiting main attractions, accommodation, shopping. Mixing International Individual and independent business travellers Entertainment, visiting Quality services and businesses short-haul adding some tourism activities to their trip. main attractions, products. Ease of travel. with pleasure relaxation. 1st timers International Individual or group travel for 1 week or more, Visiting main attractions, Good food, adequate long-haul utilizing a variety of travel means and many cultural and natural accommodation, fair prices, destinations. features. variety. 2nd timers + International Individual or small group travel – usually self- Authentic experiences and Adequate accommodation, crowd long-haul organized for 1 week or more, usually specific activities (i.e. good food and services, avoiders spending more time in fewer destinations. trekking, caving). authenticity and personal experiences. On holiday Domestic Travel as a family, during national holidays and Relaxation, entertainment, Good food, adequate annual holiday periods visiting main attractions. accommodation, shopping opportunities, fair prices. Phuot Domestic Independent or small group travel, often by Seeking alternative Adequate accommodation motorbike. activities and non-touristic and food, cheap prices, locations. authenticity. Day trippers Domestic Independent travel by families and friends in Relaxation, entertainment, Good food, good services, private vehicles for 1 day, usually on visiting main attractions. ease of travel. weekends or national holidays.
4. What is tourism product-market matching? • Connecting the characteristics, motivations and expectations of market segments with suitable tourism products Tourism product Tourism market •Entertainment and relaxation •Characteristics •Culture • To ensure sustainability, •Motivations •Nature products should also be •Expectations •Adventure matched with •Education development opportunities and objectives of the host destination
5. Which markets would you match to these products in Vietnam?
6. 4 key product development options Existing products New products Market Product penetration development Sell more of an Sell a new or existing product improved to an existing product to an Existing markets Existing market existing market Market Product development diversification Sell existing Sell new products to a products to new New markets New new market markets
7. Developing new tourism products To • Strategy: Expand on existing products in destination markets and promote to existing market segments To new • Strategy: Attract new markets with strong markets growth potential Picture source:
8. D. Responsible tourism product development strategy and action planning
9. 1. Define the responsible tourism product development vision, goals and objectives • Vision : Reflects the broad aims and purpose of tourism development • Goals : A clear, agreed set of aspirations to work towards • Objectives : Specific targets that when reached, will achieve the goals
10. 2. Identify and prioritise responsible tourism product development ideas Key considerations include the degree to which intervention ideas help achieve: Commercial 1. Commercial viability goals: viability test The commercial viability and realistic development potential of the products 2. Sustainability goals: TOURISM The degree to which local environmental, PRODUCT Sustainability social and economic benefits will be DEVELOPMENT test created OPTION 3. Sectoral goals: Strengthening infrastructure & communications; Improving promotion in Sectoral test key markets; Improving visitor information & interpretation; Improving quality standards; Improving safety & security
11. Principles for preparing a responsible tourism product development strategy • Emphasise stakeholder involvement • Based on principles of sustainable tourism: RESPONSIBLE TOURISM PRODUCT DEVELOPMENT STRATEGY Socially Economically equitable and Environmentally viable and culturally responsible competitive sensitive
12. Guiding principles for securing resources for implementing action plans • Use the project action plan as a tool • Use a joint partnership budget or fund individually • Allow time for resource mobilisation • Identify mechanisms for receiving funding • Be flexible in financial planning • Look to the future VND
13. RESPONSIBLE TOURISM FOR TOUR OPERATORS TOPIC 4. CREATING RESPONSIBLE TOURISM SUPPLY CHAINS Picture source:
14. A. Understand the principles of responsible tourism supply chains
15. The tourism sector supply chain Picture source:
16. Some other good reasons to develop a sustainable supply chain P • Improved profile / brand P • Improved market access P • Increased operational effectiveness P • Increased sustainability
17. Example: Putting responsibility into a component of a tour operator’s supply chain Dairy suppliers Hotel Fruit & vegetable suppliers Restaurant Canned goods suppliers Attractions Others TOUR OPERATOR TOUR Others Tour operator Restaurant Suppliers • Uses local destination guides • Employs local staff • Grow food organically • Employs local staff • Sources sustainable food • Do not sell endangered • Recycles • Implements Fair Trade animals • Informs guests of sustainability • Supports local sustainability • Have good working issues projects conditions • • Pays fair salaries • •
18. B. Develop sustainable supply chain policies and action plans
19. The key steps to developing a sustainable supply chain Understand where Decide where you Help your suppliers Monitor you are want to be get there performance and improve Raise awareness, build Conduct a baseline Develop a sustainable Monitor, evaluate and capacity and offer study to understand the supply chain policy, improve performance of rewards to help your sustainability of your standards, targets and suppliers in meeting suppliers meet the existing supply chain action plan sustainability targets sustainability goals TOPIC 2 TOPIC 3 TOPIC 4
20. Example of responsible supply chain procedures A1 Tours Responsible Supply Chain Procedures In order to develop a sustainable supply chain, A1 Tours will: 1. Take a leadership role in sustainable supply chain management 2. Screen suppliers for their performance in social, economic and environmental issues management 3. Support suppliers to improve sustainability performance 4. Set minimum performance standards 5. Consult with stakeholders 6. Monitor compliance to agreements 7. Terminate business relationships if performance remains below standard or suppliers are unable or unwilling to work towards performance targets
21. The TOI’s tips for effective sustainable supply chain action planning Involve suppliers incrementally Plan for different rates of supplier progress Focus on continuous improvements Work with other partners in the same destination Source: Tour Operators’ Initiative for Sustainable Development (TOI) 2004, Supply Chain Engagement for Tour Operators: Three Steps Toward Sustainability , TOI, France
22. C. Raise awareness and support suppliers to meet sustainability targets
23. Awareness raising channels relevant to developing a sustainable tourism supply chain Website Create a section on sustainability in the company website to communicate responsible tourism policies and actions. Great for suppliers and customers. Meetings and workshops Gather relevant suppliers Newsletters, brochures & flyers together to communicate Inform suppliers and others about the sustainability supply about the new or amended chain programme and new or policy through your amended policies. organisation’s print promotional Email material such as newsletters, flyers and brochures. It’s also Deliver information about the good for your customers to read. sustainability program directly to the mailbox of the supplier. Coming from senior management can add a level of authority. Quick and direct. Picture sources: Pixabay,
24. Supporting tourism suppliers through capacity building Informati on Network resource s s Training Fam trips CAPACITY BUILDING Mentori OPTIONS ng
25. RESPONSIBLE TOURISM FOR TOUR OPERATORS TOPIC 5. ENSURING RESPONSIBILITY IN MARKETING AND COMMUNICATIONS Picture source: Pixabay, www.pixabay.com
26. A. Understand the role and importance of responsible marketing & communications
27. Benefits of responsible tourism marketing and communication Creates competitive advantage Increases value and demand Increases customer loyalty Increases customer satisfaction Facilitates more respectful interaction in destinations
28. Authenticity in tourism experiences • Travel to experience something unique or original • Integrity can relate to a place, an object or an activity • While authenticity is perceived it remains highly connected to marketing tourism experiences • Services nature of tourism and component parts make marketing susceptible to inaccurate messages Picture source:
29. Commodification of culture • The manufacturing and selling of culture for profit • Response to fulfilling demand for perceived authenticity • May result in the loss of original meaning • Imperative to ensure involvement and determination of local people Picture source:
30. Greenwashing is all around us but can be hard to spot Example 1 Example 2 • A hotel chain claims to be • A well-known international fast environmentally friendly because food restaurant chain tried to they allow guests to choose paint itself as ‘green’ just because whether to sleep on the same it had begun to use biofuel made sheets and use the same towels from leftover grease in its fleet of for continuous days. While the trucks as well as using recycled idea is good it is not making a paper in its takeaway bags. significant difference. More However the company still uses impact can be made by installing beef grazed on deforested land in for example, motion-sensor South America, and bases its lighting, more efficient insulation entire concept around disposable and heating, or purchasing non- packaging. toxic carpeting and bedding. Source: Marie C. 2013, ‘Misleading Marketing: Beware the Greenwash!’, Elux Magazine , Feb 12, 2013
31. Key steps for communicating sustainability: The “Keep it Real” approach Develop appropriate Identify objectives of messages and Communicate Understand the market sustainability communication messages at communications channels the right time STEP 1 STEP 2 STEP 3 STEP 4 Source: VisitEngland 2010, Keep it real – market and communicate your credentials , London: VisitEngland and England’s Regional Sustainable Tourism Leads Group
32. Step 2. Identify objectives of sustainability communications 1. To raise 2. To allow 3. To increase awareness and tourists to feel visitation change good about and/or sales behaviour doing the right thing Picture sources: 1885_i1314084682.php?type=tax_images&taxon=7&sort_order=asc&sort_key=year
33. D. Be guided by visitor feedback
34. A. Collecting visitor feedback through surveys • Set of predetermined questions about specific topics • Often used to gauge customer satisfaction after the use of a product or service • Good for benchmarking performance • Enable businesses to align their services to the expectations and needs of visitors • Can be online, by phone, mail or face to face • Best to repeat visitor satisfaction surveys at least every 3-4 years (minimum)
35. C. Collecting visitor feedback through feedback forms and comment cards • Physical, paper cards or forms with one or more survey questions • Designed to gather feedback after a good or service has been consumed • E.g. Visitor book at cultural heritage site, providing hotel guests with a comments card
36. E. Collecting visitor feedback through on the spot feedback and observation • Observe what visitors are doing • Understand what visitors are thinking • Simple, cheap and fast • Helps fix problems before visitors depart • Attitude: “all feedback is good feedback”
37. Key components of providing responsible support to tourism destinations B. Incorporate A. Understand responsible C. Promote D. Help fund the role and tourism sustainable sustainable importance of practices into tourism in tourism in supporting interactions destinations destinations destinations with destination communities
38. What do we mean by supporting local tourism destinations? • The provision of assistance to local communities to manage their tourism related resources sustainably • Recognises a moral obligation • Recognises it also makes businesses sense • Requires not only supporting the local people, but also the local environment, culture and economy Picture source:
39. Implementing effective support to local destinations for sustainable tourism Engage with key Develop mechanisms for stakeholders to promote Help finance responsible tourism sustainable tourism sustainable interaction development tourism • Organisational policies & • Engaging with authorities • Driving business procedures • Partnering with the private sector • Visitor charitable activities • Codes of conduct • Raising awareness & building • Fundraising • Collaboration and partnership capacity in sustainable tourism • Sponsorships agreements TOPIC 2 TOPIC 3 TOPIC 4
40. Relationships in a tourism code of conduct Code of Economy Conduct Destination Management Organisation Tourism (DMO) Organisation People Tourists LOCAL TOURISM DESTINATION Environment
41. Example of a visitor code of conduct 2/2 Source: VNAT, Do’s and Don'ts in Vietnam for Community-based Tourists , VNAT, Vietnam
42. C. Promote sustainable tourism in destinations
43. The power and influence of the tourism private sector TOURISM ENTERPRISE Influence Influence SUPPLY CHAIN BUSINESS (hotel, tour operator, ACTORS restaurant, Promote and / or Purchase component provide trade to local attraction, etc) goods & services to businesses create tourism products Influence COMMUNITY VISITORS Provide employment Provide tourism within their goods & services organisations GOVERNMENT (enable the “tourism experience”) Provide revenue through payment of tourism tariffs & taxes
44. 1. Private sector engagement with destination tourism authorities B. Participate in D. Engage in destination policy public-private & planning partnerships processes C. Participate in public sector surveys / research A. Participate in public sector organised conferences, meetings & fourms Picture sources:
45. Pro-Poor Tourism Project in Quan Ba, Ha Giang Province, Vietnam Location Quan Ba District, Ha Giang, Viet Nam Duration 48 months Funding Caritas Luxembourg, Caritas Switzerland and Misereor Objectives Overall Objective: reduce poverty of local communities through establishing an income- generating activity by -and for the villagers based on available and unique cultural and natural resources, its sustainable management and fostering their cultural identity. Specific Objectives: • By 2013, each commune has 2-3 villages that generate income from pro-poor tourism (homestay, services, local products, fees, and others); • On average each village receives minimum 150-200 tourists a year (maximum 720 tourists a year) for 1 night by 2013; • At least 40 households (5 per village) have regular employment and income from PPT activities and 10% belong to the poorest category; • Villages and tourist companies (8-10 in total) work together based on a MoU of PPT (2010).
46. D. Help fund sustainable tourism in destinations
47. 1. Sending business to heritage sites • In Vietnam market analyses highlight ACTIVITIES & ATTRACTIONS significance of nature and culture as OF HERITAGE SITES key motivations for travel • Hiking • Cycling • Promoting heritage sites also fosters • Observing wildlife greater appreciation of nature and • Boating culture and helps develop revenue to • Homestay experiences • Traditional art and crafts finance protection and promotion • Viewing historical relics • How? • Observing cultural performances – Tour operators. Incorporate natural and cultural • Appreciating architecture heritage sites into range of tour packages • Observing religious – Hotels, restaurants etc. Recommend visiting traditions heritage sites to customers if asked by customers
48. 3. Partnering, sponsoring or fundraising to support environmental and social causes • Directly support sustainability activities in destinations by: – Helping finance NGO or community development activities – Donate unneeded equipment to needy organisations – Sponsor internships – Provide prizes of company goods or services at fundraising events – Give staff time off to participate in volunteering activities Picture sources:
49. 5. Encouraging customers to donate to sustainability activities • Encouraging donations means providing ways for customers to directly provide finance for sustainability activities • Three key requirements: 1. Make it easy for customers to learn about a particular sustainability issue, activity, or organisation (who, what, why, how) 2. Be able to respond to questions 3. Provide clear ways for people to make contributions • How? – Provide a donations “drop box” – Add a certain amount to the holiday price – Add a fee or donation to a guests’ bill – Send a % of profits to a charity Picture sources: