Đề tài Responsible tourism good practice for craft villages in Vietnam

Nội dung text: Đề tài Responsible tourism good practice for craft villages in Vietnam

1. Principle 3. Implement creative promotional strategies • Promotion is required to get the craft product from the producers to the consumers • Promotion can be a costly endeavour, so low cost, innovative strategies are important • Methods can include print material, web presence, working with media, and direct promotion Picture source: Pixabay, www.pixabay.com
2. Tips for communicating marketing messages effectively • Be clear and direct • Speak to the target market/s • Convey features and benefits • Use every-day language • Have a strong storyline • Speak to people’s emotions • Explain where & how to purchase • Incorporate photos / images
3. A. Developing a visitor code of conduct for craft village tourism destinations • “Soft management” tool for tourism EDUCATE destinations • Visitors asked to follow appropriate behaviour to respect the local culture, protect the environment, and support the local economy • Dissemination through signs, brochures, destination website (if available), tour INFLUENCE guides, information packs Picture source:
4. Example of a visitor code of conduct 2/2 Source: VNAT, Do’s and Don'ts in Vietnam for Community-based Tourists , VNAT, Vietnam
5. Social issues to consider in a code of conduct How can these become Expansion of international an issue? Dressing like at home Villagers making a living from tourism food & culture Foreign languages Photographing the locals Coastal resorts Picture sources:
6. The responsibility of visitors in local tourism destinations As a visitor I agree to: Help the local people by • Being considerate of the communities I Help the local economy by visit • Donating via reputable institutions • Using accredited operators • Not giving money to children and • Buying locally made souvenirs beggars • Eating at local restaurants • Respecting cultural difference • Staying in locally-owned places • Not supporting the illegal drug or sex • Purchasing fair trade products trade • Supporting responsible tourism • Using responsible travel providers operators • Using operators with responsible tourism policies. Help the local environment by • Not littering • Avoiding excessive waste • Leaving nature as it is • Not disturbing wildlife • Putting out cigarettes properly • Carbon offseting • Saving energy • Not purchasing or eating endangered species Picture sources: Pixabay,
7. Topics to discuss when promoting cultural products and destinations • People • History • Culture • Geography DESTINATIONS PRODUCTS • Production methods • Traditional use • Design significance • Materials Picture sources: Pixabay,
8. Example of effective promotion of sustainability activities: Joma Café, Hanoi Pro-poor message
9. RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM TOPIC 4. ENSURING PRODUCT QUALITY, INNOVATION & COMPETITIVENESS Picture source:
10. The key requirements of commercially viable and responsible craft products P • Based on market needs P • Connect to market segments P • Cater to more than one market P • Consider market positioning P • Consider competitors in positioning and pricing
11. Benefits of developing high quality, innovative and competitive craft products Sustain higher prices Relevant to a broader range of consumers Differentiation Use stronger, more durable materials Blend contemporary & traditional design
12. Principle 1: Develop unique & innovative designs • Attractive and marketable crafts are based on good design • Design can relate to: – Creating new products – Redesigning existing products – Exploring new or old markets – Applying traditional skills for new opportunities – Using new materials, processes, tools and technologies Picture source:
13. Principle 2: Pursue practical options for support and capacity building • Craft producers often know the importance of developing quality, competitive products but don’t Have an intimate know what to do understanding of their customers • Practical options for support, PRIVATE advice and capacity building Have access to SECTOR Are more technology can come from: aware of and global fashion information – NGOs and Government and trends resources – Industry / Private sector
14. How industry can support and build capacity of craft producers Network s Informati Training on resource s PRIVATE SECTOR CAPACITY Mentori BUILDING ng
15. 4 simple ways to ensure production of good quality craft products Raw material type Production checks Final product quality control checks Raw material supply Picture sources:
16. RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM TOPIC 5. MANAGING CRAFT WASTE AND POLLUTION Picture source:
17. Handicraft related environmental impacts in villages WASTE CRAFT AIR WATER SOLID OTHERS Textile & dyeing, Dust & chemical Biological & chemical Cinders & Localised silk & leather pollutants (dyes, bleaches), textile scraps; heat & tanning contaminants, heavy unsafe chemical humidity metals from tanning containers Ceramics Dust & chemical Biological waste, oils & Coal ash & other Heat pollutants dye chemicals solid waste Lacquer, stone Dust and chemical Biological waste, oils Solid waste engraving pollutants from and dye chemicals solvents Stone processing Dust & other chemical Chemical pollutants Coal ash, small Heat, noise, pollutants stone scraps exposure to vibration
18. Impacts of craft pollution on the health of the community A study of the Red River region conducted by the Korean Environment Institute (KEI) and the World Bank found: “The life expectancy of craft villagers is “Craft village residents reported to be 10 years report higher levels of eye, shorter than the intestinal and skin disease, national average” “Cancer is more and respiratory conditions common in craft villages than people from other engaged in plastic, lead villages” and metal recycling” Source: Ministry of Natural Resources and the Environment 2008, Environment report of Vietnam, 2008: Craft village environment' / 'Bao Cao Moi Truong Quoc Gia 2008: Moi Truong Lang Nghe Viet Nam , MONRE, Hanoi, Vietnam
19. Principles of good practice in managing waste in crafts + Government actions 2. Promote 1. Implement collective the 3R’s action 3. Upgrade technology MANAGING WASTE 4. Transition to natural products
20. Conducting a walk through waste audit Process: OBJECTIVES 1. Create audit checklist for waste • Identify current types and facilities and processes volumes of waste • Distinguish sources of waste 2. Survey product procurement use • Identify poor practices in and waste disposal systems using procurement of goods and waste disposal observation and measurements to • Identify potential savings complete the audit checklist and low cost or no cost improvements 3. Take notes of any outstanding • Identify potential longer- questions or areas that need term capital improvements follow-up information or expertise
21. Government policies on credit to support SMEs and non-farming jobs Decision Direction 193/2001/QD-TTG 84/2002/TT-BTC Provides guided financial Calls for the establishment support for the of a SME Credit Guarantee development of rural non- Fund farming jobs
22. Principle 4. Transition to natural products • Some crafts involve the use of toxic chemicals which can affect the health of the environment and the community if not treated • Natural products can reduce these impacts when waste treatment technology is inaccessible • Natural products are also in demand from consumers meaning an increase in price doesn’t need to affect sales • Using natural products can also be an effective differentiator from the competition Picture source:
23. RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM TOPIC 6. EFFECTIVE CO-OPERATION & CO-ORDINATION IN CRAFT VILLAGES Picture source:
24. Using co-operatives for effective co-operation and co-ordination in crafts • Groups families or individuals that come together for a common business purpose • Must contain 3 or more individuals • Members contribute assets and work together to create jobs and benefits • Based upon mutual responsibility • Regulated by Decree No. 151 / 2007 / ND-CP (10/10/2007) • Certified by People's Committee of Communes, Wards & Towns Picture source:
25. Stop - check • Before starting a new co-operative check no other such groups already exist. • It can be counter-productive to have too many groups in one community performing similar functions. • Only proceed if there are no such organisations or alternatively if the capacity, cohesiveness and profitability of the existing organisations is insufficient. Picture sources: Pixabay,
26. Principle 1. Ensure stakeholder support and participation • Stakeholder support is important because crafts have a range of BENEFITS positive and negative impacts and • Members achieve the interests of all must be results more considered efficiently and • Stakeholder participation is effectively important because good co- • Benefits of operatives are based upon achieving membership are a common business purpose through spread more widely mutual co-operation and and fairly responsibility • Moreover, participation best utilises the full range of skills available
27. Getting the collaboration fundamentals right ADDITIONAL FACTORS No two situations are ever the same People make partnerships work COLLABORATION Being FUNDAMENTALS inclusive Formal structures & processes Stakeholder collaborations are learning experiences All stakeholders Recognising need to see differences wins
28. Principle 2. Develop an effective organisational management board • Co-operatives are legally owned TYPICAL DUTIES OF CO-OPERATIVE by the members who elect a BOARD OF DIRECTORS board of management to make • Develop guidelines to control business activities decisions and formulate plans • Appointment, supervision and or policy for the co-operative removal of employees • Calling of special meetings • Because co-operatives are • Approval of general business member organisations, arrangements directors must make decisions • Settlement of arrangements for handling funds that are based not only on what • Attending and participating in is most profitable, but also on general meetings • Actively keep members informed the needs of the members of business activities and problems
29. Principle 3. Establish good recruitment and working conditions • Because co-operatives are membership-based organisations the good treatment of each member is critical to the overall success of the organisation • Following responsible principles in employment, the work undertaken in co-operatives should: – Follow Vietnamese labour standards – Be decent and productive – Be based upon the principles of equal opportunity Picture source:
30. Ensure decent working conditions Recruit according to skill requirements Follow the Vietnam Develop position Labor Code descriptions for each role Provide skills Provide training employment benefits Provide an adequate Ensure equal opportunity and work space practice non-discrimination Picture source: Pixabay, www.pixabay.com
31. 12 Tips for effective financial management of co-operatives ENSURING COMPLIANCE FULFILLING FINANCIAL 7. Comply with regulations MANAGEMENT FUNCTIONS 8. Provide timely and accurate reports 1. Provide consistent financial 9. Enable reporting of financial reporting misconduct 2. Separate financial duties 3. Adopt financial procedures FOSTERING ACCOUNTABILITY AND 4. Assess risks TRANSPARENCY 5. Prohibit loans 10. Report financial information 11. Avoid recurring deficits 6. Build capacity in finance 12. Ensure non-use of assets for personal gain Picture source: Pixabay, www.pixabay.com
32. Key components of a business plan Executive summary Provide a succinct overview of the entire plan. Body of the plan and Describes the nature of the organisation organisational structure Products, programmes Describes the products, programs and services provided or services Marketing plan Defines the market, market conditions, promotion, distribution, etc Operational plan Explains the organisation’s plans, location, equipment, etc Management and Describes the management team, principals, key management organisational team employees and their expertise. Major milestones Describes major programme, service or organisational milestones Capitalisation Describes the organisation’s capital structure Financial plan Illustrates the organisation’s current and projected financial status
33. A. Ensuring monitoring considers the community’s needs and interests Co-operatives must consider monitoring not on the effectiveness of their performance in business, but also impacts on the local community and environment REQUIREMENT POTENTIAL ASSESSMENT CRITERIA Economic Organisation provides equitable and attractive earning opportunities Environmental Natural environment is not harmed in craft production processes Socio-cultural Local cultural heritage is respected in craft designs Institutionalisation Co-operative supports and complies with relevant government policies, plans and programmes Picture source: Pixabay, www.pixabay.com
34. Sustainable business performance indicators for craft co-operatives
    Sustainability Management Plan exists
    All personnel receive periodic sustainability management training
    % of purchases of services and goods from local providers
    Quantity of facilities built using local material
    Code of conduct developed with local community
    % of women and local minority employees
35. Options for getting the message out Website Create a section on the organisation’s website that provides details of the progress being made in sustainability performance. Meetings and workshops Provide an analysis of the Newsletters & reports monitoring programme results Provide details of the results in a practical and “hands-on” within the organisation workshop or meeting. It also newsletter or alternatively in-depth analysis and detailed create a newsletter specifically clarification of issues. Email for communicating the results. Include results in the Deliver information about the organisation’s annual report. sustainability monitoring program directly into the mailbox of the stakeholders. Coming from senior management can add a level of authority. Quick and direct. Picture sources: Pixabay,
36. RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM TOPIC 7. RESPONSIBLE CRAFT VILLAGE DESTINATION DEVELOPMENT Picture source:
37. Benefits of responsible tourism destination planning and management • Increases sales of • Fosters P handicraft P preservation of products heritage • Enhances • Fosters cross- P reputation and P cultural brand understanding • Fosters ancillary • Better ensures P goods and P quality and services safety
38. Principle 1: Plan for responsible craft village tourism destinations • Planning for responsible craft tourism destinations requires: – Raising community awareness about impacts of tourism – Enabling participation in tourism planning – Developing and following a tourism destination plan – Being consistent with relevant government policies and plans Picture source:
39. Enable participation in tourism planning • Tourism requires the participation of a PARTICIPATION OF range of goods and services to function STAKEHOLDERS IN DESTINATION PLANNING successfully 1. Invite community • The involvement of all key stakeholders members to be drivers of tourism from the start will better ensure development commercial viability of the craft village 2. Identify a shared vision for the future tourism destination 3. Analyse social, • By co-operating, the community can economic and environmental pool together its knowledge, skills and opportunities and risks resources and better ensure 4. Develop plan of action widespread support for tourism development
40. Develop and follow a tourism destination plan structure, vision, goals, funding, objectives, product & strategies destination development resources, infrastructure, skills, services, human experiences resources opportunities, actions, risks timelines, responsibilities Picture sources: Pixabay,
41. Principle 2: Responsibly develop, market & manage craft village tourism destinations • Responsible development, marketing and management of community based tourism destinations requires: – Good management structures and processes – Good financial management processes – Working to develop a skilled tourism workforce – Following good practice in responsible tourism product development and marketing – Implementing a visitor code of conduct Picture source:
42. Example: Nam Dam CBT Management Board Head of Nam Dam CBT MB People Committee of Quan Ba District V.Head People Committee of Quan Ba Secretery Commune 2 MB members (CUM fund /treasury Nam Dam Community Based management) Tourism Management Board Transport CUM Homestay Local guide Culture Community security group group group performance & tourism fund handicrafts group
43. Develop a skilled tourism workforce • Tourism is a highly competitive industry • Community based tourism destinations require staff who have good understanding of how to do their job efficiently, effectively and to an industry accepted standard • Prepare and strengthen the community’s ability to manage the delivery of tourism by: – Building capacity through ongoing training and skill development; – Building skills gradually and expanding as tourism increases; – Prioritising local capacity development and training in quality management Picture sources: Pixabay,
44. Follow good practice in responsible tourism product development and marketing Define the products and link to potential target markets Communicate using accessible and appealing language Tailor marketing strategies to target markets Develop links with other tourist Reflect values of attractions the community in marketing messages
45. Xin trân trọng cảm ơn! Thank you!