(TIỂU LUẬN) key elements of triple bottom line performance and evaluation

Stakeholders and Sustainable Tourism Destination Report BUSM 4567          Table of contents Introduction Page Key Elements of Stakeholder Theory Page Key Elements of Triple Bottom Line Performance and Evaluation Page Government Interests and TBL Page Service Provider Interests and TBL Page 10 Visitor Interests and TBL Page 12 Host Community Interests and TBL Page 14 Recommendations Page 17 Conclusion Page 17 10 References Page 18 Introduction According to Vietnamnews (2019), Mr Nguyen Trung Khanh – director of general of the Vietnam Tourism Administration affirmed that sustainable tourism development is an important goal in the 'Strategy for Vietnam Tourism Development by the Year 2030 with a Vision to 2050' To assist in achieving this objective, our group has chosen to analyze Buon Don district, which is located in Dak Lak province and famous for various beauty-spots as well as precious cultures and festivals being celebrated every year (Figure 1) There are 18 ethnic groups living in Buon Don district, of which the ethnic minorities account for 47% and mainly E-de, Tay, Thai, Nung and M’nong (Danvan news 2018) In general, the development of tourism in Buon Don has received many positive statistics recently Kha (2019) reported that during the Lunar New Year 2019, the total number of tourists coming to Buon Don was estimated around 46.740, which contributed 4.4 billion revenue and rose 66% compared to the Lunar New Year 2018 However, not only this district but also Dak Lak province are facing challenges regarding investment attracted, the isolated geographical location, low starting point of tourism economy or inadequate tourism infrastructure (Cuong 2007) Last year, while the population of Buon Don was 64.551 people (Bao 2019), there were 950.000 tourists coming to this district (Dinh 2019), which means this district has around 25 visitors for every resident In this report, based on the theories of Stakeholders and Triple Bottom Line (TBL), we will clearly evaluate Buon Don district current tourism performance and its impact on government, service provider, visitor and host After identifying economic, social and environmental aspects related to each stakeholder, we also offer some recommendations that encourage significant adjustments to reduce negative consequences and make this destination become a memorable ecotourism experience for every tourist Figure Buon Don’s beauty-spots including Yok Don National Park, Serepok River, Don Village (Google image n.d.) Key elements of stakeholder theory The stakeholder theory plays an essential role in making sustainable tourism development to be successful (Miles 2017) Besides, based on Edward Freeman (1984, p 46), stakeholders can be defined as ‘Groups or an individual who can affect or be affected by the achievement of them organization's objectives’ To maintain sustainable development in tourism, the majority of stakeholders are responding to the need between the internal (employees) and the external (customers) to achieve the benefits Besides, the business decision affects people and their well-being (Stakeholder Theory 1996) Hence, in order to be satisfied through the organization, the organization should make it fair for the related parties The majority of the evolution of the stakeholder theory is focused on the strategies that firms can take so as to reduce the limit of shareholder theory to sustainability (Narbel & Muff 2017) In this report, stakeholders divided into numerous potential groups including the government, tourism service providers, tourists, and the community a) Tourist Tourists are one of the factors in the stakeholder contributing to economic growth and improving community life However, they can bring both positive as well as negative effects for the tourism industry Moreover, visitors including domestic and foreign can trade the culture and create more job opportunities to support the local community in Dak Lak The report stated that this province welcomed more than 950,000 visitors in 2019, which increased by nearly 19% compared to 2018 (Dinh 2019) This shows the development stage for Dak Lak and tourists are extremely important to help the Dak Lak tourism reach a sustainable tourism destination b) Tourism service providers: The second category of stakeholder is the service provider including hospitality, restaurant, travel agent, and others that are related to serving the tourist's needs Furthermore, opening the airway traveling to Dak Lak will bring various profits for the tourism industry (Duong 2019) Hence, this is the great opportunity to generate income for the locals as well as increase the price to develop tourism On the contrary, development might go together with harmful effects on the environment For example, according to Long (2019), tens of hectares of forests were burned and destroyed in the border district Therefore, service providers are responsible for maintaining the profit, assisting the eco-friendly and providing better life for the community in Dak Lak c) Government: Government is a third vital factor in sustainable development since they not only improve the economy but also provide more advantages to the local community Based on Cuong (2020), Dak Lak has improved well on the process of connecting the economy to create growth and development for helping the community Besides, to achieve sustainable development, Dak Lak is trying to perfect its tourism development for the host community and the government has helped the locals to support the economy (Bui 2020) d)Host area community: Murphy (1985, cited in Tourism Notes) stated that the long-term success in the tourism industry depends on the acceptance and assistance from the host community To improve the products and services, this province tries to standardize, recognize, and certify 1-2 national 5-star products (Nhan 2019) Thus, the community also has a responsibility to ensure the tourism industry reaches further As the population in Dak Lak is approximately 1.869 million in 2019 (Bao 2019), the locals should engage in activities that aimed to improve Dak Lak in the near future KEY ELEMENTS OF TRIPLE BOTTOM LINE PERFORMANCE EVALUATIONS TBL was first coined by the consulting group AccountAbility in the mid-1990s and later explained by John Elkington in 1998 (Stoddard 2012) It is a term that is used to indicate the economic, environmental and social responsibilities of organization and also a practical framework of sustainable development In essence, this notion is the belief that the essential condition to make the company develop permanently is providing products or services in such a manner to guarantee financial profits, environmental quality and social justice to its stakeholders (Żak 2015) Buon Don performance will be clearly described through these TBL: a) Economic: The economic sustainability has a strong connection between the progress of the organization and the growth of the country’ economy and how well they could engage to support it (Alhaddi 2015) It is propounded that the companies should make an effort to prevent financial issues and maintain stakeholders’ wealth by offering a higher proportion of earnings to them (Nursimloo, Ramdhony & Mooneeapen 2020) Specifically, to help the community overcome poverty and improve their living standards, company needs to be responsible for offering more job and training opportunities and contributing to the government revenue such as applying entrance fees or paying taxes Duyen (2019) indicated that in 2010, Dak Lak had 1800 employees working in the tourism industry Even though the growth rate was approximately 13% yearly, the quality of human resources is still facing difficulties In particular, there were 1000 inexperienced staff that accounted for 55%, which directly affects the quality of tourism operations in this province Additionally, there are no more than 100 tour guides and some of them aren't competent at different languages including Korean, Chinese and Japanese to meet the demands of visitors (Trung 2019) b) Social: Dangi and Jamal (2016) stated that social sustainability aims to respect human rights and require equitable distribution of benefits, especially tackling poverty in community In detail, this aspect targets to address problems that relate to the company’ stakeholders such as community involvement, fair wages and the respect of diversity cultures (Alhaddi 2015) Applied in tourism, the organization should put efforts to support community to enhance their livelihood as well as conserve precious cultures Because sometimes when international tourists come, they might negatively affect the residents’ life due to the difference between languages or cultures, which could result in conflicts or arguments During Lunar New Year 2018, Buon Don organized some events such as the Gong culture, amazing traditional dance and singing performances, which created more jobs for residents, boosted relationships between locals and visitors (Nguyen 2018) In addition, this activity had successfully spread the valuable spirit and culture of the Central Highlands to every tourist (Figure 2) Figure Tourists enjoyed performances in Ban Don during the Lunar New Year 2018 (Dantri 2018) c) Environmental: ‘The primary purpose of the environmental bottom line is to preserve the environment’ (Nursimloo, Ramdhony & Mooneeapen 2020, p 768) Minimizing pollution, protecting biological diversity and natural heritage are some main objectives of this aspect (Dangi & Jamal 2016) Additionally, based on The Wise Travellers (2019), two dimensions that environmental sustainability encompasses are not only natural environment but also built environment regarding landscape architecture Unfortunately, according to Le (2020), a tourist in Dak Lak saw elephants being forced to carry tourists wading through the river with heavy steps and unhappy faces After finishing, this animal was pitifully chained and shackled Moreover, from 2007 to 2014, there were more than 21 elephants died due to lack of rest, food or the massive frequency of serving visitors (Nguyen 2015) Besides, a 40 year-old elephant was founded to be dead because of exhaustion while serving tourism at Ban Don village (Thanh 2015) (Figure 3) Figure An elephant died while serving tourism at Don Village (Dantri 2015) GOVERNMENT INTERESTS AND TBL a) Economic sustainability With the correct assessment of the potential of Buon Don, the Phu Nong Agriculture and Tourism Cooperative has deployed an ecotourism model for the Sêrêpốk hydroelectric lake (Le Thanh 2020) In order to achieve green tourism criteria, the government has actively made existing assets bring better economic productivity (Nhu Yen 2020) Based on the premise of VietGAP, the highest standard of agriculture practice in Vietnam (ICB n.d.), under-exploitable fields have been upgraded to eco-orchards invested in landscape to attract tourists Nevertheless, the climatic conditions in Buon Don are not favourable to implement this plan (The Hung 2020), which can affect people’s lives if crops fail However, it cannot be denied that the effect this model brings to this destination after COVID pandemic It has helped Buon Don promote tourism, welcoming more than 141 Figure Sightseeing areas built on both sides of Serepok river (Thoibaokinhdoanh 2020) thousand visitors in May and June (Le Huong 2020) b) Societal sustainability Along with the tourism economy, the government also focuses on creating long-term self-business opportunities Local people, especially ethnic minorities, are encouraged to participate in livestock training courses (Le Huong 2020) Since then, more technical animal husbandry in parallel with many positive changes in life (Thanh Loan 2020) Combined with the ecotourism model, the number of poor households has decreased significantly (Le Huong 2020) In addition to maintaining a civilised society, the Department of Culture, Sports and Tourism has implemented the "Criteria of Conduct in the Family" in Buon Don to manage domestic violence issues Figure : People apply the knowledge from training courses to animal husbandry (Thoibaokinhdoanh 2020) Otherwise, in order to popularise training courses on a large scale, the government is still having difficulty in mobilising funding from enterprises (Quoc An 2020) Besides, a part of people are lazy to work, putting more pressure on the local authorities c) Environmental sustainability According to BBC news (2017), elephant tourism is considered a cruel activity because of the severe effects on their health Therefore, Dak Lak provincial authorities eliminated this type of service (Tran Hoa 2020) They flexibly switch to elephant-friendly ones such as bathing or feeding them (ibid.) Meanwhile, the ecological fields that attract visitors also push local people to consciously preserve the environment (Nhu Yen 2020) Conservation of natural resources is the leading sustainable development direction for the specifics of Buon Don tourism (Phuong Dinh 2019) On the other hand, welcoming the large number of tourists imposes some restrictions Despite the tourist’s tendency to choose a destination for a clean environment, the local government still needs garbage collection teams as tourists litter (Nhu Yen 2020) Not only that, cases of illegal logging are still going on even though the authorities have stepped in (Tran M & Bui C 2020) Figure : Trial of a case of illegal logging in Buon Don (Toaandaklak 2020) From the Governance perspective, the proposed approaches are all linked together to satisfy the TBL Each line plays an important role in the others in terms of sustainability With a sustainable environment, the economy will be stable, from which a society can be considered sustainable when it can meet people's living standards The government not only enhances the economic value of the region but also helps many households escape poverty, and at the same time demonstrates the responsibilities of them for the environment 5 SERVICE PROVIDER INTERESTS AND TBL a) Economic sustainability As mentioned in ‘Key Elements Of Triple Bottom Line Performance Evaluations’, the quality of human resources in Daklak is facing difficulties More specifically, the Department of Culture, Sports and Tourism of Dak Lak stated that before 2017, the human resource for tourism in the area had approximately 70% untrained However, after this period, the percentage has declined to just 20% left (Dinh 2020) Tourism employees have been trained professional knowledge and skills through the channels of the Provincial Tourism Information and Promotion Center, Dak Lak Tourism Association or businesses that collaborate their training program with universities, colleges, vocational schools (Dinh 2020) Figure Tourism employment training channels logo, eg Provincial Tourism Information and Promotion Center, Dak Lak Tourism Association, Tay Nguyen University The quality of human resources in Dak Lak area improved bring benefits to service providers In the tourism industry, human resources that are prepared with the right knowledge, skills and ability are necessary for the business (Jennifer, C, Brian, P, Steven, D 2011) There are opportunities for tourism services that could be done by high quality human resources such as doing marketing campaigns, implementing strong application of evaluation criteria for the tourism activities, applying science and technology, developing smart tourism for the area, etc (Phuong 2018) However, some threats are: the weak social infrastructure, the local people's education level and the quality of labor are low, the infrastructure network is not fully developed, the declining ecological environment On top of that, tourism products in the area are based on available resources from the natural, the lifestyle of ethnic minorities that go without investment, exploitation and development in order to attract visitors There is also no close connection between the tourist destinations in the area These factors are big threats for service providers as the area is still underdeveloped and require major support from the government b) Cultural sustainability While traditional cultural values of ethnic groups in the area still remain (Le 2019), most of the tourism products here belong to the local M’nong community Service providers would face the lack of tourism products if they cannot negotiate with the local community to together bring these values to the visitor On the other side, there is an alert issue that many families sell artifacts to earn for the living If this situation is still on-going, the value that service providers bring to the visitors would decrease or even become unavailable And from there, the purpose and meaning of conservation and development for businesses and communities here become inadequate (Phuong 2019) Figure Traditional rituals and Figure Cultural artifacts preserved by the customs for elephants in Buon local M’Nong community Don c) Environmental sustainability Elephant riding activity in Buon Don had brought high income to elephant owners and service providers However, the latest report declared that in Buon Don, there are only 45 elephants left According to the Dak Lak Elephant Conservation Center, the house elephants used and exploited in this field have long been out of the control and management (Khanh 2019) This issue is a disadvantage for businesses and local people who are part of the service because not only there would be a loss in this profit, but Figure 10 Elephant riding in Buon Don also decrease the value that service providers could have brought to the visitors One of the main locations at Buon Don that holds this activity is the Serapok river - which also consists of many famous landscapes and attracts a large number of tourists for Dak Lak in general However, tourism development along the river's ecosystem is facing many challenges due to overexploitation for hydroelectric dams They have prevented the stream, caused the river drying up and therefore, destroyed the landscapes of this tourism destination (Minh 2019) This problem would be another drop in existing value that service providers have brought to the visitors before, making tourism programs and tours become less attractive afterward Figure 11 Elephant riding on Serepok river & hydroelectric damns in Serepok river Being service providers for a sustainable goal of a destination means they are conscious of the impact of their activities, and desire to have the best management on them without the sole goal of benefiting economically to the detriment of society and the environment In addition, they would have to put into actions the creative and innovative solutions for positive growth and development in their target destinations (Florie n.d) As seen in the performance of Buon Don tourism activities, the relationship between service providers and local host is not yet connected, in addition to the host awareness to conserve traditional cultural artifacts and signature animal of the area such as elephant is not yet thoroughly, have made the purpose and meaning of conservation and development for businesses and communities here become inadequate (Phuong 2019) Some suggested solutions will be given below so as to achieving the sustainable development goal of Buon Don VISITOR INTERESTS AND TBL a) Economic sustainability: Buon Don has great potential for magnificent nature and traditional cultures about community-based tourism development that attract many domestic and foreign tourists to visit and relax The tourist can travel by booking the one-way ticket limousine bus with a reasonable price, 13$ for the normal bus and 25$ for the luxurious one from Saigon to Buon Me Thuot, then they can move to Buon Don by bus or motorbike depending on their choice In addition, in Buon Don, they focus on developing the main type of accommodation is homestay and resort One example for this could be the Pu Luong 2-stars resort, which offers numerous choices based on the budget of tourists From 2018 to 2020, Buon Don is expected to serve 40,000 visitors, which international arrivals accounted for 60% and the revenue reached 40 billion (Vietnamnet, 2018) b)Social Sustainability: As mentioned about the community-based tourism above, this is the form of tourism in which tourists prefer to explore the culture as well as interact and experience the local lifestyle of the ethnic minority in Buon Don In addition, Buon Don also concentrates on strengthening the promotion of community tourism, restoring traditional cultures and providing many interesting activities such as visiting villages, relaxation and enjoying local cuisine Moreover, Buon Don, which has been known for its tradition of hunting and taming wild elephants as well as the tourists is always attracted by wanting to drive an elephant and participating in diverse unique activities However, the tourism services here depend mainly on the potential available to elephants, ethnic houses, traditional cuisine, landscapes and have not yet invested in new types of tourism to appeal tourists Furthermore, the financial capitals from tourism operations are also limited (Phuong D, 2018) Figure 12: Tourists ride elephants to visit the Srepok river (Van, T 2018) c) Environmental Sustainability: The magnificent landscape is one of the most popular reasons to attract visitors to travel and experience a particular destination In Buon Don, there are many places the tourists can explore throughout their trip In detail, for nature lovers, tourists can visit Yok Don national park, the Serepok river, or Trohbu botanic garden In addition, in case of history and culture lovers, communal houses or Elephant King tombs are some of the great destinations However, in terms of environmental sustainability, the environment surrounding scenic spots affect the experiences of tourists due to the charcoal furnace still located in the residential areas, and people in the commune throwing their garbage on the street Hence, the tourist will be disappointed as the landscape is not as they expected From the Visitor perspective, Buon Don has gradually developed and attracted tourists to visit, contributing to promoting the economic development aspect, creating more jobs for local people which in turns will benefit the visitor Although the three aspects about economic, social, and the environment complement each other, they still based on the current limited materials and the insufficient facilities which has negatively affected tourist expectations and intention to re-visit Hence, recommendations will be given in order to sustain these hurdles Figure 13 Buon Don’s beauty-spots including Yok Don National Park, Serepok River, Don Village (Google image n.d.) HOST COMMUNITY INTERESTS AND TBL a) Economic sustainability: As Buon Don has positioned its predominant strength in tourism, many business sectors that are catering to this industry will be in large demand for employment, specifically in entertainment, accommodation, transportation have flourished from tourism activities (Duong 2019) Accordingly, elevated community financial benefits will foster local living standards, strengthen health, education conditions and family welfare (Mansour Z, Mahin Z 2013) (Tuan 2019) In addition, Buon Don governance has put many attempts to develop utilities and amenities such as reconstruct public infrastructure, upgrading community cultural areas, with an aim to encourage tourist arrivals and facilitate local activities (Duong 2019) (Figure 14) However, there are some economical threats including tourism leakages by foreign-owned tour operators (Figure 15) and unbalanced trade for local cultural products As a result, the economic resources are taken away from Buon Don along with its host for reinvesting and consuming purposes Figure 14: Cau Treo bridge’s condition is Figure 15 : Most of tourism economic resources checked and upgrade regularly (Dulichcaut- are taken away by foreign tour operators (Lonely reoBuonDon n.d.) planet n.d.) b)Social Sustainability: Along with economic growth, the local cultural heritage of Buon Don will be better empowered to promote tourist Over the past years, the local authorities have unanimously determined to preserve and foster the traditional cultural traits of ethnic groups in the area such as traditional festivals and other indigenous cultural beauties to support tourism ( Baodantoc 2019) Therefore, ethnic people’s role in tourism can be also enhanced and their cultural heritage is preserved as well as capitalized (Figure 16) In addition, with the arrival of tourists from various cultural backgrounds, the local communities will witness the improved cultural mixture through the “demonstration effect” which also helps enrich the area’s traditional values (Mansour Z, Mahin Z 2013) On the contrary, mass tourism activities of the place such as commercialized festivals for tourism purposes have gradually vanished the rich culture and lost its original meaning over time Figure 16: Ethnic people's role in Buon Don tourism is reinforced (Vietfuntravel n.d.) c) Environmental Sustainability: Acknowledging the vitality of surrounding areas of a locality in appealing tourist activities, most of the tourism operators here provide their offerings depending on the natural and cultural capital of ethnic minorities Buon Don villagers have obtained tourism benefits by the governance’s efforts in protecting and preserving the ecological resources for addressing tourist demands Nevertheless, the mass construction of hydropower plants in the area is considered double-edged swords as they are taking away the main water source for local agriculture usage (BaoDakLak 2020) (Figure 17) and the famous “Ben nuoc” ( BaoDakLak 2019) According to the Warecod Organization, the shallow water condition of Ben Nuoc has contributed to the desertion of local activities and the traditional customs of the place as this is where the locals used to gather and socialize (2020) (Figure 18) Figure 17 : Buon Don's villagers need to take turns driving a motorcycle for nearly ten kilometers to ask for water to use (Giaoducthoidai 2019) Figure 18 : Ben nuoc worship ceremony - Ben nuoc takes a significant role in local people's life and their social traits (DanViet 2016) From the Host community perspective, the tourism operation has represented an important means for shaping a healthy development and sustaining the local actor’s benefits Not only does it generate economic opportunities which can be used in the continuation of project performances for societal benefits but also significantly nurtures the local ecosystem’s health However, the aforementioned drought situation of the Serepok river has not been well sustained and also negatively affected the local host’s social life as well as other agricultural activities (BaoDakLak 2020) Some implementations will be addressed below in order to minimize the ecological impacts of Buon Don tourism and carry out the most beneficial outcomes to the local communities 8 Recommendations Buon Don develops as it is now based on tourism and the business of local people Therefore, investment capital to preserve the environment and impart knowledge is extremely necessary To compensate for the lack of investment capital, the government should hold quarterly meetings with enterprises to announce the situation of operations in the area to demonstrate the transparency and potential of Buon Don For the plan to be positive, people now need to cooperate more actively with the local authorities in improving the tourism industry and skills training, thereby creating the basis for the trust of investors In order to fix the problems in the triple bottom line model of management that prevented the sustainable goal of Buon Don from being implemented, requires all of the stakeholders to contribute As in Serepok river’s case, it requires the involvement of the government, which has been proposed by Dak Lak Department of Industry and Trade to the Provincial People's Committee, to build a dam across the river in Tri A village, Krong Ana, and Buon Don to keep water from drying out and save the tourism scene (Minh 2019) On the other hand, the relationship between service providers and local hosts could be tightened by signing long-term contracts that state clearly how each party could support and bring benefit to each other For instance, the percentage of profit made by service providers in the area that the local community would receive Additionally, due to the issue of abusing elephants and the decline in the amount of this specie in the area, host and service providers should come up with friendlier activities for visitors to interact with elephants without riding on its back and hurting it Simultaneously, working with the government to come up with strict policies so as to minimize the consequences of bad management, conservation in protecting elephants and cultural artifacts should also be considered Conclusion In conclusion, although Buon Don is dealing with various challenges, there are still opportunities that this district could leverage and develop concerning cultures and environment Besides, our group identified this district is currently in the involvement stage of the tourism area life cycle since the government needs to focus on improving infrastructure and the quality of human resources as well as preserving valuable cultures of the Central Highlands Furthermore, niche tourism is an appropriate term to explain this destination performance, which is mainly aimed to make as profound an influence as possible on cultures and environment along with generating income for local people Finally, to make Buon Don district become a sustainable tourism destination, it is essential that all parties that are involved should put efforts to cooperate and enhance their contribution to economic, social and environmental dimensions based on the framework of TBL 10.References • Alhaddi, H 2015, ‘Triple bottom line and sustainability: A literature review’, Business and Management Studies, vol 1, no 2, pp 6–10 • BaoDakLak, 2019, ‘Đề xuất xây dựng sách hoạch định phát triển du lịch Buôn Đôn’, BaoDakLak, 29 December, viewed 16 November 2020, • BaoDakLak, 2020, ‘Buôn Đôn chủ động biện pháp chống hạn’, BaoDakLak, February, viewed 19 November 2020 • Baodantoc, 2019, ‘Huyện Bn Đơn phát huy nét đẹp văn hóa truyền thống’, Baodantoc, 22 July, viewed 18 November 2020, • Baotainguyenmoitruong 2020, ‘Điện mặt trời- cứu cánh cho thuỷ điện thời thiếu nước’, Baotainguyenmoitruong, 18 February, viewed 19 November 2020 • BBC News, Elephant tourism is ‘fuelling cruelty’, BBC News, viewed 17 November 2020, • Bui, C 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Government Interests and TBL ... environment 5 SERVICE PROVIDER INTERESTS AND TBL a) Economic sustainability As mentioned in ? ?Key Elements Of Triple Bottom Line Performance Evaluations’, the quality of human resources in Daklak is facing... improve Dak Lak in the near future KEY ELEMENTS OF TRIPLE BOTTOM LINE PERFORMANCE EVALUATIONS TBL was first coined by the consulting group AccountAbility in the mid-1990s and later explained by John