0
Niche Tourism
Lecture 3
October 23, 2010
Issues onIssues on
SustainableSustainable
TourismTourism
Development inDevelopment in
ThailandThailand
Presented by Aj Sco...
1960 – 20101960 – 2010
50 years of Thai tourism50 years of Thai tourism
?????? What will it be in the next 50What will it ...
50 years of Thai tourism50 years of Thai tourism
successionsuccession
1960 – 19781960 – 1978 Promotion and Public Relation...
- technology advancement,
modern infrastructure and tourism
amenities
- social and environmental problems
- congestion, po...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
►13 factors have underpinned its tourism industry since13 factors ...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
The stability and security of Thailand under the wiseThe stability...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
A long-standing geographical advantage that hasA long-standing geo...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
The long-standing visa-free and visa-on-arrival policyThe long-sta...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
A generally favourable exchange rateA generally favourable exchang...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
Extensive airline and aviation access to Thailand inExtensive airl...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
A friendly and service-oriented peopleA friendly and service-orien...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
An excellent reputation for product deliveryAn excellent reputatio...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
The strong promotional campaigns during the pastThe strong promoti...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
The good image of Thailand cultivated by books,The good image of T...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
Strong regional co-operation and joint tourismStrong regional co-o...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
Good tourism productions and accommodationGood tourism productions...
WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
Good balance of business, leisure, VFR, long-stay,Good balance of ...
ONE NEGATIVE POINTONE NEGATIVE POINT
Nightlife: Officially, no one will admit this but weNightlife: Officially, no one wil...
IN SUMMARYIN SUMMARY
Combination of good image, value for money,Combination of good image, value for money,
products, faci...
WHAT HAS BEEN DONE NOT SOWHAT HAS BEEN DONE NOT SO
RIGHTRIGHT
Marketing has been strong but tourismMarketing has been stro...
DONEDONE NOTNOT SO RIGHTSO RIGHT
Infrastructure in most tourist destinations especiallyInfrastructure in most tourist dest...
DONE NOT SO RIGHTDONE NOT SO RIGHT
Local culture and traditions are losing value for theLocal culture and traditions are l...
DONE NOT SO RIGHTDONE NOT SO RIGHT
Most of the planning had a very clear-cut directionMost of the planning had a very clea...
DONE NOT SO RIGHTDONE NOT SO RIGHT
Some developments such as building roads to theSome developments such as building roads...
DONE NOT SO RIGHTDONE NOT SO RIGHT
Original owners of the land lose their means ofOriginal owners of the land lose their m...
DONEDONE NOTNOT SO RIGHTSO RIGHT
As the base numbers grew, competition becameAs the base numbers grew, competition became
...
DONE NOT SO RIGHTDONE NOT SO RIGHT
The different development plans that were designedThe different development plans that ...
DONE NOT SO RIGHTDONE NOT SO RIGHT
Policies on management of supply and demand,Policies on management of supply and demand...
DONE NOT SO RIGHTDONE NOT SO RIGHT
There is still not enough public participationThere is still not enough public particip...
DONE NOT SO RIGHTDONE NOT SO RIGHT
Creating a Ministry of Tourism and Sports has alsoCreating a Ministry of Tourism and Sp...
DONE NOT SO RIGHTDONE NOT SO RIGHT
Problems from development that have piled up overProblems from development that have pi...
DONE NOT SO RIGHTDONE NOT SO RIGHT
Even though past crises have been managed well, thereEven though past crises have been ...
ConclusionConclusion
There can be no tourism industry if the culture,There can be no tourism industry if the culture,
soci...
ConclusionConclusion
The local communities live with the forests, heritage and wildlife IfThe local communities live with ...
ConclusionConclusion
Grassroots gain is the main aspect for long termGrassroots gain is the main aspect for long term
succ...
ConclusionConclusion
Tourism development needs to be systematic,Tourism development needs to be systematic,
identify clear...
ConclusionConclusion
Simply being guided by numbers growth is not aSimply being guided by numbers growth is not a
measure ...
SufficiencySufficiency
EconomyEconomy
► reasonablenessreasonableness
► moderationmoderation wisdoms/ethicswisdoms/ethics
►...
 Capitalism EconomyCapitalism Economy -- driven by lust and greeddriven by lust and greed
 Sufficiency EconomySufficienc...
 tourism could be compare as a big strongtourism could be compare as a big strong
current passing by. How could we irrig...
Top 9 Sites??Top 9 Sites??
• Amphawa Community
• Klong Suan 100-Year-Old
Market
• Pai
• Phu Kum Khao Dinosaur
Museum
• Phu Soi Dao National Park
• Si...
Defining ThainessDefining Thainess
TangibleTangible ElementsElements
Intangible ElementsIntangible Elements
Develop Innovative Creative
Industry Tourism Products
Around Our Unique Thai
Culture
Niche MarketsNiche Markets
Creative TourismCreative Tourism
Thailand faces seriousThailand faces serious
tourism competitiontourism competition
Many countries have beaches,Many count...
Thailand has a unique culture, way of life,Thailand has a unique culture, way of life,
food, history, performing arts, fas...
What Can We Do?What Can We Do?
Develop Innovative Creative
Industry Tourism Products
Around Our Unique Thai
Culture
Design, marketing, packaging,Design, marketing, packaging,
promotion….promotion….
Establish Creative
Clusters Bringing Tog...
Creatively Tell the ThaiCreatively Tell the Thai
"Story""Story"
Interpretation
Going Green
One Planet Living - WWF
United States - 5
UK - 3
India - 0.4
Fair Share – 1
www.wwf.org.uk
Globally we now require 1.4 pla...
Business Ethics Magazine
List of 100 Best Corporate Citizens
(only publicly traded companies)
No Lodging Companies On This...
We have not inherited the
Earth from our ancestors.
We have only borrowed it
from our children
– Ancient Proverb
What is a brand?
BRANDING
• Your Most Valuable
Asset
• Your Guarantee of Your
Product
• Something that You
‘Stand Behind’
• Imagery of Your...
ASEAN Tourism Branding
US$117.2 million
US$101 million
US$258 million
VIETNAM Tourism Branding
In Today’s Marketplace,
Niche Tourism Products Must Be……
Targeted Creative
Web-based Lifestyle focused
Issues and Trends
Conflicting Messages?
Top 10 Tourism Trends
(after Safety and Security)
1. Niche Tourism
2. Emergence of New Source Markets (CHINDIA)
3. Destina...
There will always be Obstacles
Cambodia China (Yunnan / Guangxi) Lao PDR
Myanmar Thailand Vietnam
A Golden Piece of Tourism Real EstateA Golden Piece of Tourism Real Estate
Mekong Tourism
Finances
• Annual Government Contribution for
Operating Budget = US$90,000
• Donor and Private Sector Cash ...
Tourism Sector Strategy
Available for Download at www.mekongtourism.org
Target International Tourism Arrivals
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
2005 2010 2015
A...
Expected Outcome: Estimated Value of Tourism
Expenditure in $ Billions
(at 2005 prices)
Sub SectorsSub Sectors 20042004 20...
1. Mekong River Tourism Corridor
2. Golden Quadrangle
3. East West Tourism Corridor Zone
4. Emerald Triangle
5. Southern T...
MARKETING
Mekong
Tourism Office
(MTO)
DEVELOPMENT
Mekong Tourism
Coordinating Office
(MTCO)
Marketing the Mekong
Mekong Tourism Office (MTO)
Plan 2009-2010
•Profitable
•Socially
Inclusive
•Low
on
CO
2
•High
on
+
Im
pacts
Nature Community Culture
Eco- (Lodges, Tourism, Tours) Tourism Religion
Sustainable Village Heritage
Green People Buddhism...
We need a slogan and a logo….
Any ideas???
Explore Mekong Campaign Slogan and Logo
• Pure and Simple
• Back to Basics
• Asia’s Last or Final Frontier
• Come Find You...
Rich Regional Web Content
www.exploremekong.org
Suggested itineraries to 13 zones
Interactive Maps
Airline, bus and tra...
Explore Mekong Campaign
Core Activities
• Great Mekong Give-a-way 2009 and 2010
(via www.exploremekong.org)
Monthly Lucky...
Explore Mekong
Collateral Ideas
• Fact Sheet
• Thumb Drive
• Calendar
• Cook Book
• Passport to the Mekong (discount vouch...
Explore Mekong
Advertising Wish List
PrintPrint TelevisionTelevision ElectronicElectronic
International Herald Tribune
T...
The Critical Success Factor
• Join the www.exploremekong.org
booking engine
• Provide in-kind and/or cash
contributions fo...
A B
Thank You
Peter@Mekongtourism.org
Greenwashing
What? Why? Why not? And how to avoid it
What is
Greenwashing?
115
Green wash·
(gr n'w sh',ē ŏ
-wôsh')
“verb: the act of misleading consumers
regarding practices of a company or the
env...
116
1Greenwash is misleading the public by
stressing environmental credentials of a
person, a product or an organization
w...
117
2Greenwash is an environmental
claim which is unsubstantiated (a fib)
or irrelevant (a distraction)
118
3It’s greenwashing when a company or
organization spends more time and money
claiming to be “green” through advertisin...
119
CFC FREE | ORGANIC | FREE RANGE |
CRUELTY FREE | BIO | DOPLPHIN FRIENDLY
| NON TOXIC | BIODEGRADABLE |
RECYCLABLE | EC...
Why does
greenwashing happen?
It depends on how you look at it,
But reasons are positive
1changing buying patterns in consumer
markets
Green is a new sort of ‘good manners’Green is a new sort of ‘good manners’
2We’re motivated to
tell the story
in the most
beautiful way
2we’re motivated
to tell the story
in the most
beautiful way
“Green is fashionable and cool”
Why all the fuss?
Why is that so bad?
• More complaints
• Undermining
confidence in
advertising
• Sabotage of
environmental
movement in business
• Bad press att...
2 ways you can
avoid greenwashing
1Stick to the MAIN PRINCIPLE
of Greenvertising:
Green Marketing is not about making
normal things seem green
(greenwashing...
2Be aware of the
“seven sins of Greenwashing”:
1
The sin of suggestive pictures:
Green images
that indicate a
(un-justified)
green impact
2
The sin of the hidden trade off:
Suggestion of being Green,
based on a single
environmental attribute,
while blurring al...
3
The sin of no proof
Claims that could be right, but are not
supported by any evidence, or by any
reliable third-
party c...
4
The sin of vagueness
Claims that are
expressed with fluffy
language with no
clear meaning ,
like ‘planet-friendly’
packa...
5
The sin of irrelevance
environmental claims that are redundant and
unimportant for customers
seeking environmentally pre...
6
The sin of lesser of two evils
These are “green” claims that may be
true within
the product category, but that risk
dist...
7
The sin of fibbing
out-right lying, and
produce
totally fabricated claims or
data
Like driving climate neutral
Find 5 sins of
Greenwashing
in this ad
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
Niche tourism lecture 3
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  • Misleiden van publiek betreffende de praktijken van een bedrijf of de eco-benefits van haar product of service.
  • Greenwashing = het misleiden van het publiek/ je doelgroep door groene claims te communiceren rond een persoon, een product of een organisatie die ongegrond of irrelevant zijn.
    Nu dat kan korter... En concreter...
  • Greenwashing is groene claims malen die je niet kan hard maken (leugens?) of die irrelevant zijn (de aandacht afleiden van het werkelijke, total, totale verhaal)
    Praktischer? Of zelfs... Meetbaar?
  • Ik weet niet of we dit moeten onderschrijven, en ik wil het hier vandaag eerder over communicatie hebben, maar dit is niet minder interessant...
    Een bedrijf doet aan Greenwashing, wanneer een organsiatie meer middelen spendeert aan de marketing rond groene claims dan in het werkelijk implementeren van inspanningen om hun impact op het milieu te beperken.
  • Door een groeiend draagvlak in de markt zijn allerlei producten met dit soort labels en ethische claims gaan deeluit maken van het aanbod.
    En dit is de afgelopen pakweg 10 jaar blijven groeien, en niet alleen in food en fast movers, ook in kleding, auto’s, lifestyle, cosmetica,
    interieur, reizen, vrije tijd enz...
  • In de eerste plaats, zal de rayonverantwoordelijke je kunnen vertellen hoe een gestage groei producten hebben gemaakt die naast
    Het uitdragen van consumer benefits: vers, lekker, light, minder vet, witter-dan-wit, klaar in vijf minuten, ... ook ethische of duurzame claims maken
  • Het eerste is een soort “Big Picture-principe” als je dit begrijpt en naleeft kan er eigenlijk al niet al te veel fout gaan.
  • Household lamps and lights that promote their energy efficiency without any supporting evidence or certification.
    Personal care products (such as shampoos and conditioners) that claim not to have been tested on animals, but offer no evidence or certification of this claim
  • “Chemical-free”. In fact, nothing is free of chemicals. Water is a chemical. All plants, animals, and humans are made of chemicals as are all of our products
    VISA Green Card: it is vague to the customer how using their GreenCard contributes to a better environment: We contribute to ‘Green Projects’ (what? How much? How?)
  • The mention of Unleaded: Hardly all fuel in Europe is unleaded.
    CFC-free shaving gels, CFC-free oven cleaners, … CFK-free fridges, …
  • Green pesticides, organic cigarettes
    The suggestion of “green cars”. Green cars do not exist. In the best case, today some manufacturers offer “less pollution cars”.
    Shell claiming eco-friendliness due to one activity (capturing CO² for
    agriculture), while others still are very polluting.
  • Exxon Mobile reporting to have reduced its emissions, while their emissions have
    been raised.
    “With Daihatsu, you drive climate-neutral” is not true, they only offset yourdriving in the very first year. On top of that the eco-footprint of manufacturing is not included.
  • Transcript of "Niche tourism lecture 3"

    1. 1. Niche Tourism Lecture 3 October 23, 2010
    2. 2. Issues onIssues on SustainableSustainable TourismTourism Development inDevelopment in ThailandThailand Presented by Aj Scott Michael Smith
    3. 3. 1960 – 20101960 – 2010 50 years of Thai tourism50 years of Thai tourism ?????? What will it be in the next 50What will it be in the next 50 yearsyears??????
    4. 4. 50 years of Thai tourism50 years of Thai tourism successionsuccession 1960 – 19781960 – 1978 Promotion and Public RelationPromotion and Public Relation 19791979 –– 19911991 Planning and DevelopmentPlanning and Development 19921992 –– 22001001 Sustainable DevelopmentSustainable Development 20022002 –– presentpresent IInstability and no directionnstability and no direction
    5. 5. - technology advancement, modern infrastructure and tourism amenities - social and environmental problems - congestion, pollution, globalization past future Where’ll we be in the next 50 yearsWhere are we today? - the abundance of resources and environment - lack of infrastructure / tourism amenities - Thai people, Thai ways, Thai smile
    6. 6. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT ►13 factors have underpinned its tourism industry since13 factors have underpinned its tourism industry since 19601960 ►12 of these are ‘good’ factors and one not so good12 of these are ‘good’ factors and one not so good ►But they are all factors neverthelessBut they are all factors nevertheless
    7. 7. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT The stability and security of Thailand under the wiseThe stability and security of Thailand under the wise and benevolent reign of His Majesty King Bhumibholand benevolent reign of His Majesty King Bhumibhol AdulyadejAdulyadej
    8. 8. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT A long-standing geographical advantage that hasA long-standing geographical advantage that has positioned Thailand at the crossroads of Asiapositioned Thailand at the crossroads of Asia
    9. 9. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT The long-standing visa-free and visa-on-arrival policyThe long-standing visa-free and visa-on-arrival policy
    10. 10. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT A generally favourable exchange rateA generally favourable exchange rate
    11. 11. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT Extensive airline and aviation access to Thailand inExtensive airline and aviation access to Thailand in terms of both domestic and regional linkagesterms of both domestic and regional linkages
    12. 12. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT A friendly and service-oriented peopleA friendly and service-oriented people
    13. 13. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT An excellent reputation for product deliveryAn excellent reputation for product delivery including a extensive range of natural andincluding a extensive range of natural and cultural heritage attractionscultural heritage attractions
    14. 14. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT The strong promotional campaigns during the pastThe strong promotional campaigns during the past years, starting with the Visit Thailand Year ofyears, starting with the Visit Thailand Year of 1987 and leading up to the Amazing Thailand1987 and leading up to the Amazing Thailand campaign of recent yearscampaign of recent years
    15. 15. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT The good image of Thailand cultivated by books,The good image of Thailand cultivated by books, movies and other icons like famous hotelsmovies and other icons like famous hotels
    16. 16. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT Strong regional co-operation and joint tourismStrong regional co-operation and joint tourism promotion with the Mekong subregion andpromotion with the Mekong subregion and ASEAN neighbouring countriesASEAN neighbouring countries
    17. 17. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT Good tourism productions and accommodationGood tourism productions and accommodation catering for all budgets (backpackers to topcatering for all budgets (backpackers to top deluxe travellers)deluxe travellers)
    18. 18. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE RIGHTRIGHT Good balance of business, leisure, VFR, long-stay,Good balance of business, leisure, VFR, long-stay, and MICE delegatesand MICE delegates
    19. 19. ONE NEGATIVE POINTONE NEGATIVE POINT Nightlife: Officially, no one will admit this but weNightlife: Officially, no one will admit this but we cannot deny that our infamous nightlife has been thecannot deny that our infamous nightlife has been the subject of intensive media coverage over the yearssubject of intensive media coverage over the years
    20. 20. IN SUMMARYIN SUMMARY Combination of good image, value for money,Combination of good image, value for money, products, facilitation, accessibility, accommodationproducts, facilitation, accessibility, accommodation and activitiesand activities
    21. 21. WHAT HAS BEEN DONE NOT SOWHAT HAS BEEN DONE NOT SO RIGHTRIGHT Marketing has been strong but tourismMarketing has been strong but tourism management efforts have not been equallymanagement efforts have not been equally powerfulpowerful
    22. 22. DONEDONE NOTNOT SO RIGHTSO RIGHT Infrastructure in most tourist destinations especiallyInfrastructure in most tourist destinations especially in the different regions was not good enough toin the different regions was not good enough to receive international visitorsreceive international visitors
    23. 23. DONE NOT SO RIGHTDONE NOT SO RIGHT Local culture and traditions are losing value for theLocal culture and traditions are losing value for the community by becoming an activity for touristcommunity by becoming an activity for tourist purposes onlypurposes only
    24. 24. DONE NOT SO RIGHTDONE NOT SO RIGHT Most of the planning had a very clear-cut directionMost of the planning had a very clear-cut direction but not much of it was implemented, in the field ofbut not much of it was implemented, in the field of destination management and product developmentdestination management and product development
    25. 25. DONE NOT SO RIGHTDONE NOT SO RIGHT Some developments such as building roads to theSome developments such as building roads to the tourist destinations in many instances were used totourist destinations in many instances were used to rake in profits for investors even though they were atrake in profits for investors even though they were at that time far from the communities and places ofthat time far from the communities and places of fragile ecosystem such as beaches, islands,fragile ecosystem such as beaches, islands, mountains and waterfallsmountains and waterfalls
    26. 26. DONE NOT SO RIGHTDONE NOT SO RIGHT Original owners of the land lose their means ofOriginal owners of the land lose their means of livelihoods When the income from selling off thelivelihoods When the income from selling off the land finishes, the locals migrate to other placesland finishes, the locals migrate to other places
    27. 27. DONEDONE NOTNOT SO RIGHTSO RIGHT As the base numbers grew, competition becameAs the base numbers grew, competition became higher than ever and the Thai tourism industry fellhigher than ever and the Thai tourism industry fell into the ‘Low Price Trap’ cycle which ledinto the ‘Low Price Trap’ cycle which led eventually to more deterioration of destinationseventually to more deterioration of destinations and productsand products
    28. 28. DONE NOT SO RIGHTDONE NOT SO RIGHT The different development plans that were designedThe different development plans that were designed to increase integration in many instances wereto increase integration in many instances were stopped for political reasons by powerfulstopped for political reasons by powerful politicians who wanted to direct development topoliticians who wanted to direct development to their regionstheir regions
    29. 29. DONE NOT SO RIGHTDONE NOT SO RIGHT Policies on management of supply and demand,Policies on management of supply and demand, human resources at all levels, establishment ofhuman resources at all levels, establishment of standards, quality control and safety and securitystandards, quality control and safety and security issues are not as clear-cut and target-driven asissues are not as clear-cut and target-driven as the marketing policiesthe marketing policies
    30. 30. DONE NOT SO RIGHTDONE NOT SO RIGHT There is still not enough public participationThere is still not enough public participation Policies made at the centre are pushed upon thePolicies made at the centre are pushed upon the provincial governorsprovincial governors
    31. 31. DONE NOT SO RIGHTDONE NOT SO RIGHT Creating a Ministry of Tourism and Sports has alsoCreating a Ministry of Tourism and Sports has also not yet borne fruitnot yet borne fruit
    32. 32. DONE NOT SO RIGHTDONE NOT SO RIGHT Problems from development that have piled up overProblems from development that have piled up over 40 years have not yet been tackled such as40 years have not yet been tackled such as inappropriate development, illegal constructioninappropriate development, illegal construction and violation of environmental regulations to HRand violation of environmental regulations to HR development, setting service standards, qualitydevelopment, setting service standards, quality assurance, safety of life and propertyassurance, safety of life and property
    33. 33. DONE NOT SO RIGHTDONE NOT SO RIGHT Even though past crises have been managed well, thereEven though past crises have been managed well, there are still weaknesses that need to be improved such asare still weaknesses that need to be improved such as lack of readiness to tackle the problems, lack of goodlack of readiness to tackle the problems, lack of good systems, planning and authority to act and takesystems, planning and authority to act and take responsibility, and crisis management centresresponsibility, and crisis management centres
    34. 34. ConclusionConclusion There can be no tourism industry if the culture,There can be no tourism industry if the culture, society and environment is not preservedsociety and environment is not preserved No matter how much marketing is done, if theNo matter how much marketing is done, if the product cannot sell (because it has no quality) itproduct cannot sell (because it has no quality) it will be difficult to remain sustainablewill be difficult to remain sustainable A strong community is a happy community becauseA strong community is a happy community because the happiest community will build the best tourismthe happiest community will build the best tourism productproduct
    35. 35. ConclusionConclusion The local communities live with the forests, heritage and wildlife IfThe local communities live with the forests, heritage and wildlife If their economic conditions remain poor, it will be hard for themtheir economic conditions remain poor, it will be hard for them to preserve the local environmentto preserve the local environment Balancing supply and demand is critical The correct way would beBalancing supply and demand is critical The correct way would be to take supply as the constant because it is easier to control andto take supply as the constant because it is easier to control and hence more sustainablehence more sustainable We cannot only look at economic prosperity at the macro levelWe cannot only look at economic prosperity at the macro level alone but the micro level need to be considered in order toalone but the micro level need to be considered in order to alleviate poverty in the areaalleviate poverty in the area
    36. 36. ConclusionConclusion Grassroots gain is the main aspect for long termGrassroots gain is the main aspect for long term successsuccess A proper tourism management system for theA proper tourism management system for the community will enhance both the economic andcommunity will enhance both the economic and environment of the areaenvironment of the area Enhance build the management capacity of theEnhance build the management capacity of the local community This means stricter lawlocal community This means stricter law enforcement as well as some form of financialenforcement as well as some form of financial mechanismmechanism
    37. 37. ConclusionConclusion Tourism development needs to be systematic,Tourism development needs to be systematic, identify clear linkages to other social, economic,identify clear linkages to other social, economic, cultural and political sectorscultural and political sectors That is the essence of sustainabilityThat is the essence of sustainability
    38. 38. ConclusionConclusion Simply being guided by numbers growth is not aSimply being guided by numbers growth is not a measure of success over the long-termmeasure of success over the long-term Thailand as a developing country should adopt theThailand as a developing country should adopt the concept of His Majesty the King’s Sufficiencyconcept of His Majesty the King’s Sufficiency Economy as a guide line of it’s sustainableEconomy as a guide line of it’s sustainable tourism developmenttourism development
    39. 39. SufficiencySufficiency EconomyEconomy ► reasonablenessreasonableness ► moderationmoderation wisdoms/ethicswisdoms/ethics ► immunizationimmunization
    40. 40.  Capitalism EconomyCapitalism Economy -- driven by lust and greeddriven by lust and greed  Sufficiency EconomySufficiency Economy -- driven by wisdoms and ethicdriven by wisdoms and ethic SufficiencySufficiency EconomyEconomy
    41. 41.  tourism could be compare as a big strongtourism could be compare as a big strong current passing by. How could we irrigate thecurrent passing by. How could we irrigate the water to our landwater to our land  Tourism could be as a big flash flood thatTourism could be as a big flash flood that destroy our landdestroy our land  Sufficiency Economy concept will act as aSufficiency Economy concept will act as a checked dam of tourism that can prevent floodchecked dam of tourism that can prevent flood and keep the waterand keep the water
    42. 42. Top 9 Sites??Top 9 Sites??
    43. 43. • Amphawa Community • Klong Suan 100-Year-Old Market • Pai • Phu Kum Khao Dinosaur Museum • Phu Soi Dao National Park • Si Satchanalai Historical Park • Sukhothai Historical Park • Wat Phumin • Wat Phra That Lampang Luang Top 9 Thai Destinations
    44. 44. Defining ThainessDefining Thainess
    45. 45. TangibleTangible ElementsElements
    46. 46. Intangible ElementsIntangible Elements
    47. 47. Develop Innovative Creative Industry Tourism Products Around Our Unique Thai Culture
    48. 48. Niche MarketsNiche Markets
    49. 49. Creative TourismCreative Tourism
    50. 50. Thailand faces seriousThailand faces serious tourism competitiontourism competition Many countries have beaches,Many countries have beaches, great hotels, shopping, sportsgreat hotels, shopping, sports facilities, night life…..facilities, night life…..
    51. 51. Thailand has a unique culture, way of life,Thailand has a unique culture, way of life, food, history, performing arts, fashion,food, history, performing arts, fashion, handicrafts which are part of the creativehandicrafts which are part of the creative industries and that those same industriesindustries and that those same industries can help to promote and enhance.can help to promote and enhance.
    52. 52. What Can We Do?What Can We Do?
    53. 53. Develop Innovative Creative Industry Tourism Products Around Our Unique Thai Culture
    54. 54. Design, marketing, packaging,Design, marketing, packaging, promotion….promotion…. Establish Creative Clusters Bringing Together Designers and Artistic and Handicraft Producers
    55. 55. Creatively Tell the ThaiCreatively Tell the Thai "Story""Story" Interpretation
    56. 56. Going Green
    57. 57. One Planet Living - WWF United States - 5 UK - 3 India - 0.4 Fair Share – 1 www.wwf.org.uk Globally we now require 1.4 planets
    58. 58. Business Ethics Magazine List of 100 Best Corporate Citizens (only publicly traded companies) No Lodging Companies On This List 3 Restaurant Companies Listed 1 Airline Listed *No Other Firm From T&T Listed
    59. 59. We have not inherited the Earth from our ancestors. We have only borrowed it from our children – Ancient Proverb
    60. 60. What is a brand?
    61. 61. BRANDING • Your Most Valuable Asset • Your Guarantee of Your Product • Something that You ‘Stand Behind’ • Imagery of Your Product
    62. 62. ASEAN Tourism Branding US$117.2 million US$101 million US$258 million
    63. 63. VIETNAM Tourism Branding
    64. 64. In Today’s Marketplace, Niche Tourism Products Must Be…… Targeted Creative Web-based Lifestyle focused
    65. 65. Issues and Trends Conflicting Messages?
    66. 66. Top 10 Tourism Trends (after Safety and Security) 1. Niche Tourism 2. Emergence of New Source Markets (CHINDIA) 3. Destination Branding 4. Marketing through the Worldwide Web 5. Emergence of the Leisure Society 6. Co-op’etition 7. The Responsible Tourist 8. Dynamic Packaging - the Do-it-Yourself Traveller 9. Value for Money (Transparency in Pricing) 10. Consolidation and Restructuring of Supply
    67. 67. There will always be Obstacles
    68. 68. Cambodia China (Yunnan / Guangxi) Lao PDR Myanmar Thailand Vietnam
    69. 69. A Golden Piece of Tourism Real EstateA Golden Piece of Tourism Real Estate
    70. 70. Mekong Tourism Finances • Annual Government Contribution for Operating Budget = US$90,000 • Donor and Private Sector Cash and In-Kind Contributions • Support by Asian Development Bank, Thailand Ministry of Tourism and Sport and French Government
    71. 71. Tourism Sector Strategy Available for Download at www.mekongtourism.org
    72. 72. Target International Tourism Arrivals 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 2005 2010 2015 Arrivals Thailand Other GMS Countries Arrival Forecasts
    73. 73. Expected Outcome: Estimated Value of Tourism Expenditure in $ Billions (at 2005 prices) Sub SectorsSub Sectors 20042004 20102010 20152015 Lodgings &Lodgings & FoodFood 5.275.27 10.5110.51 18.6718.67 TransportationTransportation 1.941.94 3.873.87 6.876.87 ShoppingShopping 4.074.07 8.118.11 14.4014.40 ToursTours 1.191.19 2.372.37 4.214.21 Other ServicesOther Services 2.332.33 4.644.64 8.258.25 TOTALTOTAL 14.8014.80 29.5029.50 52.4052.40 Source: GMS Tourism Sector Strategy, June 2005
    74. 74. 1. Mekong River Tourism Corridor 2. Golden Quadrangle 3. East West Tourism Corridor Zone 4. Emerald Triangle 5. Southern Tourism Coastal Corridor 6. Green Development Triangle 7. Lao PDR – Viet Nam Cross-border Community-based Tourism Zone 8. Andaman Coast Tourism Zone 9. Shangri-la–Tengchong–Myitkyina Tourism Development Zone 10. Red River Valley Tourism Zone 11. Guangxi – Northeast Viet Nam Borderlands Tourism Zone Mekong Tourism 13 Priority Areas Yuxi Vung Tau Dung Quat Quy Nhon Nha Trang Thap Cham Phan Thiet Vinh Tanap Dong Ha Than Hoa Nam Doth Haiphong Bei Hai Da Nang Hue Cau Treo Ngoc Hoi Duc Co Nam Can Tay Trang Pathein Pyay Kyeeni Mandalay Yatsouk Loilem Kengtung Jinghong Tachilek Mae Sai Chiang Kong Nateuli Mohan Denchai Phitsanulok Mawlamyine Nakhon Sawan Bannet Narong Tavoy Nam Tok Suphanburi Ayuttaya Kanchanaburi Petchaburi Hua Hin Prachuap Khiri Khan Sattahip Chunburi Nakhon Ratchasima Bua Yai Khon Kaen Nong Khai Chongmek Surin Trat Koh Kong Sihannoukville Surat Thani Svay Rieng Kampong Cham Stung Treng Attapeau Pak Mong Vang Vieng Xieng Khouang Hoa Binh Gejiu Hekou Nuihong Kep Lang Son Myitkyina Muse Lashio Mangshi Xiangyun Chuxiong Bigu Baoxiu Mohei Budalin ShanglinNapo Bose Tianlin Xilin Hechi Liuzhou Guilin Longsheng Ziyuan Zhongshan Wuzhou Laibin Yulin Dahua Yaozu Guiyang Dongxing Pingxiang Longzou Daxing Bagan Ruili Lijiang Baoshan Zhongdian Siem Reap Phuket Udon Thani Chiang Mai Ben Nape Ban Dong Cham Toal Ban Panghok  10° 30° 25° 20° 15° 10° 30° 25° 20° 15° 95° 100° 105° 110° 95° 100° 105° 110° Gulf of Thailand Andaman Sea Gulf of Tonkin HANOI VIENTIANE BANGKOK YANGON PHNOM PENH Ho Chi Minh Nanning Kunming Poipet MYANMAR Yunnan Province PRC Guangxi Zhuang Autonomous Region PRC Hat Yai Dali Tengchong Menghai Lao Cai LAO PDR CAMBODIA Dao Phu Quoc Mae Sot Chiang Rai Boten Luang Namtha Louang Phrabang Pak Tho Songkhla Ko Samui Aranyaprathet Phanom Sarakham Ha Tien Kampot Pakse Mukdahan Nakhon Phanom Thakhek Na Duoung Cai Lan THAILAND VIET NAM Do Dau Legend : The Greater Mekong Shoreline Proposed Subregional Road Nature/Adventure-based Tourism Culture/Nature-based Tourism Marine/River-based Tourism Map 11 1. The Mekong River Corridor 11. Guangxi-Northeast Vietnam Karst Borderlands 10. The Red River Valley 9. Shangri-la/Tengchong/Myitkyina Cluster 8. Andaman Coast and Islands 7. Houaphanh-Thanh Hoa-Son La Tourism Circuit 6. The Green Triangle 5. The Southern Coastal Corridor 4. Emerald Triangle 3. East West Corridor 2. The Golden Quadrangle North-South Economic Corridor East-West Economic Corridor Southern Economic Corridor 999999999 222222222 111111111111111111 101010101010101010 777777777 111111111 333333333 444444444 666666666 333333333 888888888 555555555 111111111 111111111 Ubon Ratchathani Ayuthaya Sukhothai Savannakhet Ban Lao Pakkading Lao Bao Na Meo Simao Ban Xayden Huay Xai Nong Haet Not Shown on the Map are: 12. Heritage Necklace Circuit and 13. GMS Coastal and River Cruise Lines
    75. 75. MARKETING Mekong Tourism Office (MTO) DEVELOPMENT Mekong Tourism Coordinating Office (MTCO)
    76. 76. Marketing the Mekong Mekong Tourism Office (MTO) Plan 2009-2010
    77. 77. •Profitable •Socially Inclusive •Low on CO 2 •High on + Im pacts
    78. 78. Nature Community Culture Eco- (Lodges, Tourism, Tours) Tourism Religion Sustainable Village Heritage Green People Buddhism Verdant Market Animism Nature-based Local Native Diverse Rural Tourism Tribal Agro Tourism Home Stays Huts Soft Adventure Mekong Rustic Water Pure Authentic Untainted Indigenous Real River Simple Fresh Activities: cycling, trekking canoeing, hiking, rafting, elephant treks, self drive holidays, camping….. Thematic Direction of Explore Mekong Campaign
    79. 79. We need a slogan and a logo…. Any ideas???
    80. 80. Explore Mekong Campaign Slogan and Logo • Pure and Simple • Back to Basics • Asia’s Last or Final Frontier • Come Find Yourself • A River Runs Through It • Meet the Mekong • At the Edge of Asia • The Outback of Asia Explore MekongExplore Mekong
    81. 81. Rich Regional Web Content www.exploremekong.org Suggested itineraries to 13 zones Interactive Maps Airline, bus and train information Video clips Feature articles Booking Engine Travel news from around the region Social Media Interactivity
    82. 82. Explore Mekong Campaign Core Activities • Great Mekong Give-a-way 2009 and 2010 (via www.exploremekong.org) Monthly Lucky Draw for Registered Users Quarterly Lucky Draw for Users of Booking Engine Regular Contests (painting, photography, video) An Online Mekong Auction Media Familiarizations • Anchor Events Each Country to Organise and Sponsor an Event using the Mekong Theme (sports events, concert, festival, etc) Equally Divided throughout the calendar year 2010
    83. 83. Explore Mekong Collateral Ideas • Fact Sheet • Thumb Drive • Calendar • Cook Book • Passport to the Mekong (discount voucher book) • Press/Media Kits
    84. 84. Explore Mekong Advertising Wish List PrintPrint TelevisionTelevision ElectronicElectronic International Herald Tribune TIME Magazine Smart Public Relations ESPN (sports nuts) AXN (adventure enthusiasts) CNBC (financial fanatics) BBC (news addicts Hallmark (women viewers) Earth TV On Line Travel Agents (Expedia, Odopo, Zuji, Whotif, Travelocity) Trip Advisor Facebook Google Earth Skype Major Search Engines Driving Traffic to www.exploremekong.org Media Mix Budget Range: US$50,000-1,000,000
    85. 85. The Critical Success Factor • Join the www.exploremekong.org booking engine • Provide in-kind and/or cash contributions for the Explore Mekong Campaign and the Mekong Tourism Office • Tell your clients, partners and suppliers and encourage their participation (word of mouth) • Content and Ideas Private Sector Partnership and Collaboration
    86. 86. A B Thank You Peter@Mekongtourism.org
    87. 87. Greenwashing What? Why? Why not? And how to avoid it
    88. 88. What is Greenwashing?
    89. 89. 115 Green wash· (gr n'w sh',ē ŏ -wôsh') “verb: the act of misleading consumers regarding practices of a company or the environmental benefits of a product or service.”
    90. 90. 116 1Greenwash is misleading the public by stressing environmental credentials of a person, a product or an organization when these are unfounded or irrelevant
    91. 91. 117 2Greenwash is an environmental claim which is unsubstantiated (a fib) or irrelevant (a distraction)
    92. 92. 118 3It’s greenwashing when a company or organization spends more time and money claiming to be “green” through advertising and marketing than actually implementing business practices that minimize environmental impact.
    93. 93. 119 CFC FREE | ORGANIC | FREE RANGE | CRUELTY FREE | BIO | DOPLPHIN FRIENDLY | NON TOXIC | BIODEGRADABLE | RECYCLABLE | ECO | CARBON NEUTRAL | FSC | AGAINST ANIMAL TESTING | VEGAN | FAIRTRADE | LOCAL | OZONE FRIENDLY | CARBON OFFSET
    94. 94. Why does greenwashing happen?
    95. 95. It depends on how you look at it, But reasons are positive
    96. 96. 1changing buying patterns in consumer markets
    97. 97. Green is a new sort of ‘good manners’Green is a new sort of ‘good manners’
    98. 98. 2We’re motivated to tell the story in the most beautiful way 2we’re motivated to tell the story in the most beautiful way
    99. 99. “Green is fashionable and cool”
    100. 100. Why all the fuss? Why is that so bad?
    101. 101. • More complaints • Undermining confidence in advertising • Sabotage of environmental movement in business • Bad press attention It depends on how you look at it, But reasons are positive
    102. 102. 2 ways you can avoid greenwashing
    103. 103. 1Stick to the MAIN PRINCIPLE of Greenvertising: Green Marketing is not about making normal things seem green (greenwashing), it is about making green stuff seem normal
    104. 104. 2Be aware of the “seven sins of Greenwashing”:
    105. 105. 1 The sin of suggestive pictures: Green images that indicate a (un-justified) green impact
    106. 106. 2 The sin of the hidden trade off: Suggestion of being Green, based on a single environmental attribute, while blurring all other parameters which are maybe more important, like a Hummer that is claiming that it is a Hybrid
    107. 107. 3 The sin of no proof Claims that could be right, but are not supported by any evidence, or by any reliable third- party certification, like Household lamps that promote their energy efficiency without any supporting figures or certification.
    108. 108. 4 The sin of vagueness Claims that are expressed with fluffy language with no clear meaning , like ‘planet-friendly’ packaging
    109. 109. 5 The sin of irrelevance environmental claims that are redundant and unimportant for customers seeking environmentally preferable products.
    110. 110. 6 The sin of lesser of two evils These are “green” claims that may be true within the product category, but that risk distracting the consumer from the greater Health- or other negative impacts of the category as a whole Like organic cigarettes
    111. 111. 7 The sin of fibbing out-right lying, and produce totally fabricated claims or data Like driving climate neutral
    112. 112. Find 5 sins of Greenwashing in this ad
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