Lecture responsible tourism unit 2 responsible tourism product development

UNIT RESPONSIBLE TOURISM PRODUCT DEVELOPMENT Unit outline Objectives By the end of the unit participants will be able to: • Explain the importance of conducting a product market analysis • Identify methods of collecting market information • Explain how to conduct a strategic market assessment • Explain how to conduct a product analysis • Explain how to match markets with product development opportunities and development objectives • Explain how to undertake a Responsible Tourism product assessment • List ways to implement stakeholder coordination and develop a strategic action plan Topics Understanding (responsible) tourism products Developing tourism products that are commercially viable Matching markets with product development opportunities and development objectives Assessing the sustainability of tourism products Stakeholder co-ordination and collaboration Responsible tourism product development strategy and action planning UNIT RESPONSIBLE TOURISM PRODUCT DEVELOPMENT TOPIC UNDERSTANDING (RESPONSIBLE) TOURISM PRODUCTS Picture source: http://www.flickr.com/photos/cyborgwardt/1393338765/ 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 How the UNEP defines tourism products Experiential factor Emotional factor Physical factor Types of tourism products Natural tourism products Man-made tourism products Types of tourism products in Vietnam Others? Picture sources: http://www.flickr.com/photos/barbararich/96982409/; http://www.flickr.com/photos/chericbaker/4446189110/; http://www.flickr.com/photos/matthieu-aubry/1242936011; http://www.flickr.com/photos/lintmachine/2386330877/; http://commons.wikimedia.org/wiki/File:VietnamCombatArtTheLadiesbyDavidFairringtonCATVI1968.jpg; http://en.wikipedia.org/wiki/M%E1%BB%B9_S%C6%A1n; http://en.wikipedia.org/wiki/Vietnamese_cuisine; http://commons.wikimedia.org/wiki/File:Hiking_at_highest_peak_in_Kosova_-_Gjeravica.JPG; http://en.wikipedia.org/wiki/Sea_kayak; http://pixabay.com/en/diver-light-diving-silhouette-sea-108881/; http://www.flickr.com/photos/whltravel/4303957860/; http://www.flickr.com/photos/agapbulusan/2418856362/; http://en.wikipedia.org/wiki/Hmong_people Functions of tourism products Flagship products Tourism hub development Product clusters of development FUNCTION Festivals and events Supporting products Circuits Components of successful tourism destinations Accessibility Amenities Attractions TOURISM DESTINATION Accommodation Activities Unique characteristics of tourism products • There is no transfer of ownership Fixed supply • Cannot be brought to the consumer Psychological • Involves the acquisition of “experiences” Absence of ownership • Ownership remains with provider Perishable • Only exist when customer is present Heterogeneous Composite product • Cannot be provided by a single enterprise Risky • Purchase is before consumption Marketable • Requires destination marketing and services marketing Intangible Unstable demand • Demand is affected by external influences • Tourism varies in standard and quality over time Using an adaptive management approach in collaboration • • • • Quantitative Qualitative Widening of scope • Periodic re-shaping and improvements Define success criteria Develop and implement monitoring systems Learn and adapt Evaluate progress Outcomes • Outputs • Indicators • Action plans • Progress reports • Progress update meetings UNIT RESPONSIBLE TOURISM PRODUCT DEVELOPMENT TOPIC RESPONSIBLE TOURISM PRODUCT DEVELOPMENT STRATEGY AND ACTION PLANNING Responsible tourism product development strategy and action plan development process Define the responsible tourism product development vision, goals and objectives Identify and prioritise responsible tourism product development ideas Strategy activities Design responsible tourism product development interventions Develop responsible tourism product development action plan Action plan activities 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 Example of a vision, goals, and objectives in responsible tourism product development Example vision statement: • “To develop competitive and sustainable tourism products that contribute to the improvement of local livelihoods” Example development goals: • To increase the amount of spending by 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 Example development objectives: • To increase full time employment in tourism in the local area by 15% by 2015 • To increase average daily spend of international visitors in the local area by 5% by 2020 • To increase average annual visitation to cultural villages by 10% by 2015 Identify and prioritise responsible tourism product development ideas Key considerations include the degree to which intervention ideas help achieve: Commercial viability goals: The commercial viability and realistic development potential of the products Sustainability goals: The degree to which local environmental, social and economic benefits will be created Sectoral goals: Strengthening infrastructure & communications; Improving promotion in key markets; Improving visitor information & interpretation; Improving quality standards; Improving safety & security Commercial viability test TOURISM PRODUCT DEVELOPMENT OPTION Sustainability test Sectoral test Prioritisation considerations: Targeting development impacts • The number of people in poverty who will be reached by the action • The extent to which measurement of the action’s impact is possible • The likely increase in income per person reached • The speed and visibility of impact • Any non-financial benefits that could reach the poor • The sustainability of results • The ability of the action to reach the particular target segment of those in poverty • The extent to which the action will enhance knowledge and can be replicated Prioritisation considerations: Practicality ? ? ? ? ? • The cost of the initiative • The possible funding and other resources available • The relevance to agreed policies and commitments • The availability of people with sufficient capacity to carry it out • The chance of success and the risk implications 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 that are generating high volumes of spending Working with products which may already be delivering a high proportion of spending to the poor Fostering, supporting and encouraging growth and participation of the poor Taking a pragmatic approach Finally, ensure the interventions selected consider the following two questions: What can be done with the resources available? What are the interests and commitment of the different stakeholders? Principles for preparing a responsible tourism product development strategy • Emphasise stakeholder involvement • Based on principles of sustainable tourism: RESPONSIBLE TOURISM PRODUCT DEVELOPMENT STRATEGY Economically viable and competitive Socially equitable and culturally sensitive Environmentally responsible Develop the responsible tourism product development action plan • Clearly sets out what is being done, when, by whom, and resource commitments • Should be able to function as a stand-alone resource • General principles: – Ensure participation – Duration appropriate for the destination – Specify actions for all key stakeholders Who? When? What? Resources? 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 Action plan template ACTIVITY Sub-activity RESULT TIMING RESPONSIBILITY RESOURCES RESULT TIMING RESPONSIBILITY RESOURCES RESULT TIMING RESPONSIBILITY RESOURCES Sub-activity Sub-activity Sub-activity ACTIVITY Sub-activity Sub-activity Sub-activity Sub-activity ACTIVITY Sub-activity Sub-activity … Xin trân trọng cảm ơn! Thank you! ... sustainability of tourism products Stakeholder co-ordination and collaboration Responsible tourism product development strategy and action planning UNIT RESPONSIBLE TOURISM PRODUCT DEVELOPMENT TOPIC... participation Examples of responsible tourism products Responsible tourism destination Responsible tourism attraction Responsible tourism accommodation Responsible tourism transportation Madagascar... UNEP defines tourism products Experiential factor Emotional factor Physical factor Types of tourism products Natural tourism products Man-made tourism products Types of tourism products in Vietnam