Tài liệu Responsible tourism product developmen

Nội dung text: Tài liệu Responsible tourism product developmen

1. Unit outline Objectives Topics By the end of the unit participants will be able to: 1. Understanding (responsible) tourism products • Explain the importance of conducting a product market 2. Developing tourism analysis products that are • Identify methods of collecting market information commercially viable • Explain how to conduct a strategic market assessment 3. Matching markets with product development • Explain how to conduct a product analysis opportunities and • Explain how to match markets with product development development objectives opportunities and development objectives 4. Assessing the sustainability of tourism products • Explain how to undertake a Responsible Tourism product 5. Stakeholder co-ordination assessment and collaboration • List ways to implement stakeholder coordination and 6. Responsible tourism develop a strategic action plan product development strategy and action planning
2. Defining tourism products NARROW DEFINITION What the tourist buys WIDER DEFINITION The combination of what the tourist does at the destination and the services used
3. Types of tourism products Man-made tourism Natural tourism products products
4. Functions of tourism products Tourism hub Flagship development Product products clusters of development FUNCTION Supporting Festivals and products events Circuits
5. Unique characteristics of tourism products • There is no transfer of • Cannot be brought to the Intangible Fixed supply ownership consumer • Involves the acquisition of Absence of • Ownership remains with Psychological “experiences” ownership provider • Only exist when customer • Tourism varies in standard and Perishable Heterogeneous is present quality over time Composite • Cannot be provided by a Risky • Purchase is before consumption product single enterprise Unstable • Demand is affected by • Requires destination marketing Marketable demand external influences and services marketing
6. Examples of responsible tourism products Responsible tourism Responsible tourism Responsible tourism Responsible tourism destination attraction accommodation transportation Madagascar – contains a Protected areas; Protected Eco-resorts that have been Renewable energy hybrid range of ecological wonders; cultural heritage sites; A built and managed according vehicles, Bicycle tours; Air Is dedicated to protecting theme park based on a to sustainable tourism travel with carbon offsets the environment; Offers rainforest theme that both principles (e.g. protect the many sustainable tourism educates visitors on environment, involve and options sustainability issues and sells benefit local people) local products Picture sources:
7. What is responsible tourism product development? • Developing assets into tourism goods, services and experiences for consumption • Responsible tourism product development requires integrating sustainability principles in the process
8. The responsible tourism product development process RESPONSIBLE STAKEHOLDER TOURISM RESPONSIBLE TOURISM CO-ORDINATION AND PRODUCT PRODUCT PLANNING COLLABORATION DEVELOPMENT STRATEGY AND ACTION PLAN • Market analysis • Determine goals and • Develop a responsible • Product analysis actions tourism product • Match markets with • Establish collaborations development strategy products • Develop an • Product assessment for implementation action plan development
9. Understanding market needs through market analysis Tourism trends overview and analysis Visitor surveys Competition analysis
10. SEGMENT TYPE CHARACTERISTICS MOTIVATIONS EXPECTATIONS Holidayers International 1st timers International 2nd timers + International crowd avoiders On holiday Domestic Phuot Domestic Day trippers Domestic
11. UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT TOPIC 3. MATCHING MARKETS WITH PRODUCT DEVELOPMENT OPPORTUNITIES & OBJECTIVES Picture source:
12. Product-market matching conceptual diagram PRODUCT A PRODUCT MARKET F PRODUCT SEGMENT 4 G MARKET SEGMENT 2 PRODUCT PRODUCT D C PRODUCT B MARKET SEGMENT 3 PRODUCT PRODUCT I H MARKET SEGMENT 1 PRODUCT E
13. Matching markets and products in Vietnam Why are these markets linked to these products?
14. Results of product-market matching Domestic day trippers Domestic holidayers Domestic phuot •Entertainment products •Entertainment products •Cultural products •Relaxation products •Relaxation products •Nature products •Cultural products •Adventure products •Nature products International holidayers International mixing business International first timers •Entertainment products with pleasure •Entertainment products •Relaxation products •Entertainment products •Cultural products •Cultural products •Relaxation products •Nature products •Nature products •Cultural products •Learning products International 2 nd timers and crowd avoiders •Cultural products •Nature products •Adventure products •Learning products
15. Developing existing tourism products • Strategy: Intensive To promotion of existing existing products to current markets market to increase market share • Strategy: Conduct market analysis to To new identify new and markets untapped markets with strong growth potential for existing products Picture source:
16. Product Development Strategy 1 A beach resort destination dissatisfied with its market share compared to its main competitors decides to undertake an aggressive marketing campaign targeted at existing target markets and segments to increase market share. Source: UNWTO & ETC 2011, Handbook on Tourism Product Development , UNWTO & ETC, Madrid, Spain
17. Product Development Strategy 3 A destination that has relied on a particular geographic market decides to target other source markets that have a different seasonal pattern of demand. Source: UNWTO & ETC 2011, Handbook on Tourism Product Development , UNWTO & ETC, Madrid, Spain
18. Market penetration and development: Vietnam tourism market segment opportunities MARKET SEGMENT OPPORTUNITIES Independent Often more flexible in their travel patterns and spending international travellers behaviours than those traveling in groups. Domestic markets Offer more stable, year-round business than international tourists. Business travellers and Have potential for add-on trips, activities and spending to visitors to friends/family business activities Specialty and niche Willing to spend more and stay longer for authentic and / markets or unique special interest activities and experiences such as birdwatching, trekking, diving etc
19. Other important considerations in determining product development options ? • Tourism marketing strategies ? • Destination uniqueness and branding ? • Tourism trends ? • Competitor destinations
20. Requirements of sustainable tourism products • Sustainable tourism Do I Is it good want it? for us? Can I products must meet sell it? the needs and wants others of consumers, business and other stakeholders consumers business • There must also be available human resources with sufficient capacity
21. Ensuring tourism products meet defining feature requirements 1. Contains defining features • Authentic • Distinct • Variety 1. Contains • Seasonal defining • Product function features • Lifecycle stage consumers
22. Ensuring tourism products meet core feature requirements • Accessible • Attractions • Activities • Main services 2. Contains • Supporting services core features consumers
23. Ensuring tourism products meet market requirements • Key target markets • Market size • Market trends and influence 3. Considers market business
24. Ensuring tourism products meet commercial viability requirements • Market-based planning • Private sector engagement • Supportive regulatory context • Necessary supporting 4. Is resources commercially viable business
25. Ensuring tourism products meet sustainability requirements • Economic • Environmental • Socio-cultural 5. Is • Institutionalisation sustainable • Sector functioning others
26. Ensuring tourism products meet local benefit requirements • Equitable sharing of benefits • Local involvement / ownership 6. Provides • Poverty reduction local benefits others
27. Ensuring tourism products meet human resource requirements 1. Contains defining features • Public sector • Business sector 7. Available human • Local communities resources
28. 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.
29. 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
30. UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT TOPIC 5. STAKEHOLDER CO-ORDINATION AND COLLABORATION Picture source:
31. The UNWTO’s 12 roles and benefits of collaboration in tourism • To reflect multiple aims and • To pool knowledge and skills 1. agree common targets 7. • To ensure inclusiveness and • To strengthen resources and 2. equity 8. funding • To sharpen focus and co- • To widen contacts and strengthen 3. ordinate action 9. communication • To raise awareness and 4. engage those with power over 10. • To add value and creativity outcomes • To link components in the • To share costs and risks – 5. value chain 11. economies of scale • To strengthen long term • To cross boundaries 6. support and commitment 12.
32. 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
33. Determining goals and actions of collaboration • Validate and elaborate on results of research and assessments • Set out the broad goals of collaboration • Develop list of key actions from strategy and action planning process (see later slides)
34. Establish a leadership and management structure • Agree on leadership position or examine other options • Ensure structure meets the needs of the tasks, members and stakeholder groups • Ensure structure is inclusive, accountable and transparent but also effective • Consider need for additional structural components according to collaboration size • Determine functioning rules Picture source:
35. Develop stakeholder capacity • Assess existing skills and knowledge requirements and capacity of members and build capacity according to identified skills gaps • Areas of consideration might include: – Principles of responsible tourism – Marketing – Product development processes and tools – Collaborative management • Identify simple opportunities to build capacity such as: – Sharing of knowledge and expertise – Learning by doing – Seeking external advice, e.g. from private sector, NGOs or development agencies Picture source:
36. Using an adaptive management approach in collaboration Outcomes • Quantitative • Outputs • Qualitative • • Indicators 2. Develop and 1. Define implement success criteria monitoring systems 4. Learn and 3. Evaluate adapt progress • Widening of scope • Action plans • Periodic re-shaping • Progress reports and improvements • Progress update meetings
37. Responsible tourism product development strategy and action plan development process 1. Define the responsible tourism product development vision, goals and objectives 2. Identify and prioritise responsible Strategy tourism product development ideas activities 3. Design responsible tourism product development interventions 4. Develop responsible tourism Action plan product development action plan activities
38. Example of a vision, goals, and objectives in responsible tourism product development 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
39. 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
40. 3. Design responsible tourism 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
41. 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
42. 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
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