Đề tài Responsible tourism good practice for cultural heritage sites in Vietnam

Nội dung text: Đề tài Responsible tourism good practice for cultural heritage sites in Vietnam

1. Avoid cultural commodification in communication • Communication about the culture of local communities and cultural heritage sites should be respectful and accurate • Commercialisation and commodification of the local culture should be avoided not only in the products sold but in the language used and messages communicated • Cultural commercialisation and commodification may result in the loss of original meaning • The involvement and determination of local people of how to interpret their culture is critical
2. UNIT 9. RESPONSIBLE TOURISM GOOD PRACTICE FOR CULTURAL HERITAGE SITES IN VIETNAM TOPIC 4. RESPONSIBLE TOURISM APPROACH TO VISITOR IMPACT MANAGEMENT Picture source:
3. Principles of good practice in visitor impact management in cultural heritage sites 1. Set and enforce zones 2. Understand carrying capacity and enforce limits of acceptable change 3. Influence visitor VISITOR IMPACT behaviour MANAGEMENT
4. Key attributes of sites that influence zoning plans Physical attributes Management Social attributes attributes
5. Principle 2. Understand site carrying capacity and enforce limits of acceptable change • Carrying capacity measures the level at • Physical carrying capacity: which visitors can be Availability of space and necessary resources accommodated • Determines thresholds • Social carrying of change followed by capacity : psychological • Ecological carrying and socio-cultural limits capacity: level of of people in a space ecosystem tolerance to setting of limits to the beyond which a decline human interference in the quality of the while maintaining recreational experience sustainable functioning number of visitors and user satisfaction
6. Other considerations carrying capacity does not effectively account for • Impacts on aesthetic qualities, social systems and the ability to support active uses • Incremental or differing rates of impact in different parts of a cultural heritage site system • Differing values of users about the importance of cultural heritage sites and systems
7. Limits of acceptable change requires setting standards • LAC standards are established on the basis of stakeholder and management needs, and follow legal and Convention guidelines • Management objectives should lead to measurable impact standards reflecting the desired conditions • Sustainability indicators should be set by a multi-stakeholder committee and reflect environmental, social or economic issues
8. Example of social and management sustainability indicators in tourism SOCIAL % of tourism operators who provide day care to employees with children % of tourism operators who have commitments regarding equal gender opportunity Women/men as a % of all tourism employment % women/men employees sent on training programmes Satisfaction with volume of tourists visiting the destination MANAGEMENT Sustainability Management Plan exists PERFORMANCE All personnel receive periodic sustainability management training % of purchases of services and goods from local providers % of purchases that are fair trade purchases Number of facilities built using local material Code of conduct developed with local community % of women and local minority employees
9. The key steps in developing and implementing limits of acceptable change • Identify area concerns Step 1 and issues Step 6 • Identify alternatives • Define and describe Step 2 management objectives • Identify management • Select indicators of Step 7 actions for each Step 3 resources and social alternative conditions • Evaluate and select an • Inventory present Step 8 Step 4 resources and social alternative conditions • Specify standards for • Implement actions and Step 9 Step 5 resources and social monitor conditions indicators 80
10. Minimising impacts by reducing tourism volume Timing Length of stay Number of visitors Access Barriers Extent of Tour group facilities size Skills and / or equipment Picture source: Pixabay, www.pixabay.com
11. Communicate tourism codes of conduct • Voluntary principles and practices that visitors are requested to follow • Codes of conduct can be developed to both limit negative impacts of tourism activities and also enhance positive impacts • Codes of conduct must be well- communicated in order to be effective Picture source: Pixabay, www.pixabay.com
12. Example of a visitor code of conduct 2/2 Source: VNAT, Do’s and Don'ts in Vietnam for Community-based Tourists , VNAT, Vietnam
13. Managing visitor impacts is also about managing visitor safety Recreation Potential claims and pay outs Personal injury Picture source: Pixabay, www.pixabay.com
14. UNIT 9. RESPONSIBLE TOURISM GOOD PRACTICE FOR CULTURAL HERITAGE SITES IN VIETNAM TOPIC 5. RESPONSIBLE CULTURAL HERITAGE PRODUCT DEVELOPMENT Picture source: www.pixabay.com
15. Benefits of responsible cultural heritage product development Involves all stakeholders including the local people in decision-making Better meets market Minimises negative Fosters more enjoyable demand making cultural economic, environmental and meaningful heritage ventures more and social impacts experiences for tourists competitive Uses cultural heritage resources that provide economic benefits to the local community
16. How the UNEP defines tourism products Experiential factor Emotional factor Physical factor
17. Principles of good practice in responsible cultural heritage product development 1. Ensure cultural heritage products are commercially 2. Ensure viable and linked to sustainability of markets selected cultural heritage products CULTURAL HERITAGE PRODUCT 3. Ensure cultural DEVELOPMENT heritage product development has defined strategies and actions
18. Ensuring viable responsible cultural heritage 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
19. SEGMENT TYPE CHARACTERISTICS MOTIVATIONS EXPECTATIONS Holidayers International 1st timers International 2nd timers + International crowd avoiders On holiday Domestic Phuot Domestic Day trippers Domestic
20. 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
21. Which markets would you match to these products in Vietnam?
22. Tourism market segments in Vietnam matched to product types PRODUCT TYPE ENTERTAINMENT RELAXATION CULTURE NATURE ADVENTURE LEARNING DOMESTIC Day trippers from Hanoi
    
    Holidayers
    
    
    
    Phuot
    
    
    INTERNATIONAL Holidayers
    
    
    
    
    Mixing business with pleasure
    
    
    MARKET SEGMENT MARKET First timers
    
    
    Second timers + Crowd avoiders
    
    
    
    
23. Stakeholder criteria for cultural heritage products ADDITIONAL REQUIREMENT 1. Contains 7. Available defining human features CONSUMER resources REQUIREMENTS 6. Provides 2. Contains local benefits core features OTHER STAKEHOLDER 5. Is 3. Considers REQUIREMENTS sustainable market 4. Is commercially viable BUSINESS & GOVERNMENT REQUIREMENTS
24. Assessment criteria to determine if product meets core feature requirements REQUIREMENT ASSESSMENT CRITERIA Accessibility How easy is it for tourists to get to the site Attractions Quality of main attractions that routs are coming for Activities What other activities can the tourists do at the site Main services What are the required tourism services available (e.g. accommodation, food service) consumers
25. Assessment criteria to determine if product meets commercial viability requirements REQUIREMENT ASSESSMENT CRITERIA Market-based Tourism products are developed and managed strategically planning based on specific markets and trends Private sector The private sector is involved, including healthy local engagement enterprises Supportive regulatory Regulations on business development and operations are context favourable Necessary supporting Available local human resources, and necessary infrastructure resources business
26. Assessment criteria to determine if product meets local benefit requirements REQUIREMENT ASSESSMENT CRITERIA Equitable sharing of Tourism is seen as a fair and welcomed addition to local benefits livelihood improvement Local involvement / Hosting communities have open, and effective mechanisms ownership for engagement, including management roles, in the tourism sector Poverty reduction To what degree are more disadvantaged groups (poor, women, disabled, minorities) receiving benefits others
27. Assessing product performance against sustainability criteria Scoring the degree a product achieves the various evaluation criteria can help to understand its level of sustainability and viability. An example is below: SCORE DEFINITION RESPONSE 0 = Not applicable This issue is not needed or relevant to the site No action required 1 = Very weak Complete inadequate leading to disastrous Intensive and comprehensive focused results. support. 2 = Weak Not adequate. Needs improvement to Focused support of key aspects for contribute to and effective or responsible improvement. Strengthening what is already product. working. 3 = Adequate Functioning adequately, but could be better Focused support of key aspects for in some key aspects. improvement. Strengthening what is already working if needed. 4 = Strong Functioning adequately, but could be better Minor improvement on specific areas if in some minor aspects. needed. 5 = Best practice A model example that is highly effective, Show case and replicate. innovative and exemplary.
28. Product assessment score card 1/2 ASPECT COMMENT RATING Perspective 1: What the Consumer Want (“Do I want this product?”) I. Core Product Features Accessibility How easy is it for tourists to get to the site 2. Attractions Quality of main attractions that routs are coming for 3. Activities What other activities can the tourists do at the site 4. Main Services What are the required tourism services available 5. Supporting Services What additional services are there to make it more convenient for tourists? Summary Comments: Total II. Defining Product Features: (Characteristics) 1. Authentic How genuine and representative of the region is the product 2. Distinct How unique and special is the product 3. Variety Is there a good mix of attractions, activities, services? 4. Seasonal Factors Weather, too crowded during the busy season, etc. 5.Product Function Flagship, Hub, or Supporting Product, fit with product clusters and circuits 6.Lifecycle Stage The product’s point of development (e.g. emerging, established etc) Summary Comments: Total ASPECT COMMENT RATING Perspective 2: What Businesses Want (“Can I sell this product?”) III. Market Considerations: 1. Key target markets Easily identifiable key targets to target. 2. Market size Sufficient to generate benefits and remain viable. 3. Market trends and influence Are target markets likely to expand or influence other markets. Summary Comments: Total IV. Commercial Viability: 1. Market-based planning Tourism products developed and managed based on markets and trends 2. Private sector engagement The private is involved, including healthy local enterprises. 3. Supportive regulatory context Regulations on business development and operations are favourable. 4. Supporting resources Available local human resources, and necessary infrastructure. Summary Comments: Total
29. Principle 3. Ensure cultural heritage product development has defined strategies and actions A. Define the responsible cultural heritage product development vision, goals and objectives B. Identify and prioritise responsible Strategy cultural heritage product activities development ideas C. Design responsible cultural heritage product development interventions D. Develop responsible cultural Action plan heritage product development activities action plan
30. Example of a vision, goals, and objectives Example vision statement: Example development objectives: • “To develop competitive and sustainable • To increase full time employment in tourism products that contribute to the tourism in the local area by 15% by 2015 improvement of local livelihoods” • To increase average daily spend of international visitors in the local area by 5% by 2020 Example development goals: • To increase average annual visitation to • To increase the amount of spending by cultural villages by 10% by 2015 tourists in the destination • To improve the performance and profitability of local tourism businesses • To increasing investment in tourism • To reduce the impact of tourism on the local environment and resources
31. Prioritisation considerations: Targeting development impacts • The number of people in poverty • The extent to which who will be reached by the measurement of the action’s P action P impact is possible • The likely increase in income per • The speed and visibility of P person reached P impact • Any non-financial benefits that • The sustainability of results P could reach the poor P • The ability of the action to reach • The extent to which the action the particular target segment of will enhance knowledge and can P those in poverty P be replicated
32. C. Design responsible cultural heritage product development interventions • Starting point - review development goals, outputs of the product-market matching analysis and the product assessment activities • Approaches to consider when designing interventions can include: Working with products Fostering, supporting Working with products which may already be and encouraging that are generating high delivering a high growth and volumes of spending proportion of spending participation of the to the poor poor
33. Principles for preparing a responsible cultural heritage 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
34. 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
35. UNIT 9. RESPONSIBLE TOURISM GOOD PRACTICE FOR CULTURAL HERITAGE SITES IN VIETNAM TOPIC 6. SUSTAINABLE FINANCING FOR CULTURAL HERITAGE MANAGEMENT Picture source: JPG
36. The role and importance of sustainable financing for cultural heritage management • Better enable the implementation of prioritised cultural heritage management activities and the achievement of cultural heritage objectives • Provide increased stability and confidence in forward budgeting • Reduce the financial strain on provincial and national budgets.
37. Three principles of good practice in responsible financing of cultural heritage sites 1. Review financing mechanisms to identify opportunities 2. Implement innovative fund raising RESPONSIBLE strategies FINANCING 3. Support the local economy
38. Four areas to look for financial opportunities FINANCIAL PLANNING Consistencies / inconsistencies BOARDS with government financial Role and responsibilities. Financial planning timeframes. Ensure up to autonomy. date. Specification / allocation of 1 funding requirements. 3 REVENUE GENERATION Range of user charges. Account for INVESTMENT inflation, current day costs, Range of existing incentives. changes in disposable income, Examine opportunities to implement increasing demand. Examine new or increase existing incentives. opportunities for non-tourism 2 charges. 4 Source: PARC Project 2006, Policy Brief: Building Viet Nam’s National Protected Areas System – policy and institutional innovations required for progress , Creating Protected Areas for Resource Conservation using Landscape Ecology (PARC) Project, Government of Viet Nam, (FPD) / UNOPS, UNDP, IUCN, Ha Noi, Vietnam
39. Entrance fees Fees charged to visitors to enter the CH CHALLENGES • Inefficient fee CHARACTERISTICS collection resulting in losses of entrance fee • Fees charged to visitors to enter the CH revenue • Most effective in high visitation CHs or where • Scarce human unique cultural exhibition items can be found resources for fee • Rate should aim to cover capital and operating collection / costs, reflect quality of service and product offering, reducing and market demand / willingness to pay conservation • Visitors pay more if they know the money will be activities used to enhance the experience or conserve culture • Corruption / bribery • Tiered pricing can maximise revenue Source: Font, X., Cochrane, J., & Tapper, R. 2004, Tourism for Protected Area Financing: Understanding tourism revenues for effective management plans , Leeds Metropolitan University, Leeds, UK
40. Direct commercial operation CH authority provides commercial goods and services CHALLENGES • Human resources, CHARACTERISTICS knowledge, skills, financial resources • Can cover same activities as private sector • Ensuring businesses are not • Increasing revenue through the sale of additional owned by CH goods and services such as souvenirs, food and personnel who beverages and in-house tours. receive all the • Can be wholly-state owner or Public-Private profits and no Partnership (PPP) / joint venture benefit to the CH • Ensures all / more money is obtained by the CH • Should include local labour and goods / services Source: Font, X., Cochrane, J., & Tapper, R. 2004, Tourism for Protected Area Financing: Understanding tourism revenues for effective management plans , Leeds Metropolitan University, Leeds, UK
41. Donations Gifts of money, goods or services, offered free of charge CHALLENGES to support CHs • Requires good CHARACTERISTICS communication to visitors by guides and print material • Can use trust funds to hold and manage the donations etc • Providing opportunities for visitors to donate directly • Good transparency to restoration projects including cash, ‘in-kind’ gifts, and accountability and labour in management • Can encourage businesses to donate a small % of sales and use of money to support a CH project (e.g. restoration of monuments, collection of cultural exhibition items) • Can use donation boxes • Fund raising through projects or events such as cultural festivals Source: Font, X., Cochrane, J., & Tapper, R. 2004, Tourism for Protected Area Financing: Understanding tourism revenues for effective management plans , Leeds Metropolitan University, Leeds, UK
42. Understanding the local communities’ views of tourism in cultural heritage sites VCreate income VCreate employment VCreate opportunities for local businesses VAssist community development VProtect culture VAccess to better services
43. Xin trân tr ọng cảm ơn! Thank you!