Recommended
More Related Content
Similar to TTRA 2018_Multi-stakeholder.pptx
Similar to TTRA 2018_Multi-stakeholder.pptx (20)
Recently uploaded
Recently uploaded (20)
TTRA 2018_Multi-stakeholder.pptx
- 1. Multiple stakeholders in tourism value chain at Phuoc Tich Heritage Village, Vietnam. Author : Giang NGUYEN-DUONG Su Thi Oanh Hoa Prof. Dr. Simon MILNE
- 3. • 125 households • 8 chief workers with traditional method (from 62~92 years old) • 3 chief workers with modern method (36~38 years old) • 2 ancient houses do homestay, maximum 30 tourists/night • Tourists from 3 Tour Operators CASE STUDY Vestige of ancient kilns Residents’ houses Ancient wooden houses New restored traditional kiln New modern kiln Source: Modified from Nguyen (2005)
- 4. Phuoc Tich Heritage village CASE STUDY
- 5. Phuoc Tich handicraft activities CASE STUDY
- 6. Phuoc Tich handicraft products CASE STUDY
- 7. Rationale: Global Tourism context • One of the favoured strategies to develop the economy of rural or peri-urban areas and to aid in poverty alleviation. • Alternative tourists (individualistic, authentic experiences, consume on site) are increasing. • One of the fastest growing industries & has important impact far beyond its economics and business aspects.
- 8. Rationale: Global Tourism context • Tourism is “the combination of all the economic activities…” (Spenceley et al., 2009, p36) • Value chain approach is well suited to recognize that combination. (Mitchell et al., 2009)
- 9. Rationale: Vietnam Tourism context • An important industry. • Traditional HC villages have reduced their production, the old skills and products are in danger of being lost. • Traditional HC villages “which has at least 30% of the habitants rely on artisanal production of crafts and have done so for at least 50 years”. (Vietnamese Government, 2006).
- 10. OVERALL OBJECTIVE: Need a detailed, multi-stakeholder, grassroots perspective of understanding: how can Value Chain Analysis (VCA) to be used to understand and strengthen the economic linkages between tourism and traditional handicraft villages ?
- 11. Related Research Questions: 1. What is the value chain for Phuoc Tich pottery production and the tourism industry in Thua Thien Hue province? 2. What are the characteristics and behaviours of the key stakeholders (i.e. tourists, local producers, suppliers, tourism operators, planners…) in Phuoc Tich tourism-HC value chain? 3. What specific roles do these stakeholders play in the value chain? What are the linkages between stakeholders and how might these be facilitated and enhanced? 4. What are the strengths and weaknesses of the value chain approach in this particular setting? 5. How can the VCA be strengthened further?
- 12. 3 Areas to investigate: (2) Tourism, traditional HC villages, CED (3) Multiple- stakeholder perspectives (1) The VCA approach
- 13. VCA Approach Literature Review: - 1st used by Michael Porter in 1985. • Value chain: “the full range of activities …” (Kaplinsky & Morris, 2001, p.4) Value Chain definition: • Value chain analysis is the process of breaking a chain (Mitchell, 2012; Schmitz, 2005) - An essential method for tourism sector (Ashley et al., 2007; Giuliani, Pietrobelli, & Rabellotti, 2005).
- 14. VCA strengths: - The full range of activities VCA Approach Literature Review: - Concentration on inter linkages (Mitchell, 2012) VCA weakness: - Concentrated on flows of money (Spenceley & Meyer, 2012) - No generally accepted definitions
- 15. A POTTERY COMMODITY CHAIN VCA Approach Literature Review:
- 16. A TOURISM VALUE CHAIN Source: Romero and Tejada (2011) Suppliers of basic tourism services: (Hotels, airlines, restaurants, transport, etc.) Tour operators: wholesalers Travel agencies: retailers Tourists (1) @ (3) @ @ (2) VCA Approach Literature Review:
- 17. Tourism linkages and CED Literature Review: “Tourism would be better served if it is viewed as a community industry” (Murphy, 1983) - Community: where local and global interact together (Milne & Ateljevic, 2001) - Visiting and experiencing traditional indigenous communities is a popular form of tourism (Beeton, 2006)
- 18. There is a need to work together to improve the destination – making a better place for tourists to visit and for people to live (Ashley, Goodwin, & McNab, 2005) Multi-stakeholders perspectives: 1. Tourists: different needs, tastes and spending power. 2. Local community: welcome and show tourists their unique local cultures. 3. Entrepreneurs: bring tourists & sellers together 4. Local authority/experts: guideline the direction for tourism, HC development & CED.
- 19. RESEARCH DESIGN FRAMEWORK: Ontology and Epistemology Theoretical perspective Methodology Research Methods and Types of Analysis Goal of Paradigm Pragmatism Interpretivism Documentary method - Secondary information - Secondary source of information, the current context of the research issues. Mixed-method - Single-site case study - Observation - Semi-structured interview (local community: residents and craft persons, local entrepreneurs, tourists) - Surveys (tourists) - Key informant semi- structured interview (local authority and experts) - Detailed investigation - Observed behaviour or attributes, lead to interview or questionnaire method. - Understand member’s definitions of the situation. - Examine how objective realities are produced. VCA approach - Production chain - Tourism Value Chain - Break down to see the linkages.
- 20. RESEARCH PROCESS: 1. Preliminary visit to sites (Jan – Feb 2012): – Gaining initial insights into the nature and scope of the site. – Building the connections with the related stakeholders at the site. – Defining a suitable period of time and number of samples for conducting the data collections.
- 21. 2.2 Semi-structured interviews: - Tourists / Local community / Entrepreneurs - Will last approximately 1 hour - Voluntary participation: English/French/Vietnamese RESEARCH METHODS: 2. Primary research: 2.1 Observation: - For recording observation data, separate descriptive notes such as portraits of the tourists, obtain data on nonverbal behaviour and communication. 1. Secondary research: - For the current context of research issues.
- 22. 2.2 Semi-structured interviews (cont.): RESEARCH METHODS: Stakeholders types Methods Sampling regime Potential number of research participants Domestic/International tourists at the villages Observation & Semi- structured interview Purposive 20 - Traditional method HC persons Semi-structured interview Purposive 8 - Modern method HC persons 3 Village residents All 110 Raw material suppliers Purposive 2 (4) Tour Operators/Travel-Agents 3 4-5 star hotels Random 5
- 23. 2.3 Key informant interviews: RESEARCH METHODS: -The research participants are Regional & Communal level officers Stakeholders types Sampling regime Potential number of research participants Tourism and Handicraft Association Purposive 2 Officers of Poverty Alleviation Committee of TTH 1 Officers of Travel and Hotel Division of TTH 1 Officers of Promotion, Festive and Event Division of TTH 1 Officers of Tourism Planning and Development of TTH 1 Officers of Poverty Alleviation Committee of Phong Dien Dist. 1 The chief of the village 1 Head of Tourism committee of the village 1
- 24. 2.4 Surveys: Tourists at sites in simple English, Vietnamese and French language in different colour papers. RESEARCH METHODS: Stakeholders types Methods Sampling regime Potential number of research participants Domestic/International tourists at the villages Observation & Self- administered surveys Purposive 300
- 25. Data analysis • SPSS, and Nvivo will be used. • Thematic analysis approach • Built on both the part transcriptions and summary notes.
- 26. Anticipated Contributions: • A deeper understanding of the end-user participation in the traditional HC chains. • Strengthen the connections between Traditional HC products and tourism market, and the role of tourism in rural & peri-urban area development. • Strengthen and improve the VCA approach • Methodological contributions to the field of tourism and CED studies in Vietnam • The importance of adopting multiple stakeholder approaches.
- 27. Potential Challenges 1. Lack of data collection. 2. Lack of community cooperation. 3. Weather challenges at data collection site. 4. Data analysis Support from AUT, NZTRI, Hue University, VIED.
- 29. Thank you
Editor's Notes
- MEMOS
- MEMOS
- MEMOS
- Contributes 9% of global GDP (6 trillion US$) and accounted for 260 millions employees in 2011 (WTTC, 2011) Many LDC governments position tourism as one of the favoured strategies to develop the economy of rural or peri-urban areas and to aid in poverty alleviation The rising number of alternative tourists, who are in favor of more individualistic, authentic experiences, and who “consume on site”
- - The tourism industry is connected to other economic sectors; it cannot develop itself without integration with other sectors or internal collaboration. Spenceley et al. acknowledge that the whole tourism “is the combination of all the economic activities involved in production and sale of a product or service” (2009, p. 36). - Mitchell et al. (2009) believe that the value chain approach is well suited to recognise how people in rural areas of developing countries can involve, or improve their terms of engagement with domestic, regional or international tourism and provide a greater understanding of the interrelationship of the sectors that together make up a tourist experience.
- 1) An important industry: In 2010, it contributes 12.4% of GDP (equals to USD12.5 billions), creates 4.53 million jobs both direct & indirect employment (VNAT-ITDR, 2010). 2) There are around 950 traditional HC villages in the nation, all searching for ways to generate more income and work for their residents and to also stop the urban flow of youth (GSO, 2009). 3) Recently, due to the severe competition of cheap plastic products, backward technologies, a lack of investment capitals or shortage of resources, many traditional HC villages have reduced their production, and many of the old skills and products are in danger of being lost
- Very few of studies have attempted to create a multi-stakeholder perspective on the links that exist between tourism and CED in traditional HC villages.
- 1) 1st used by Michael Porter in Competitive Advantage: Creating and Sustaining superior Performance in 1985. 2) Although the literature on VCA in tourism is still in its relatively early stages, it has been shown that VCA is an essential method to understand how all the elements of tourism sector integrate together. 3) Value chain: “the full range of activities …” “which are required to bring a product or service from conception, through the different phases of production (involving a combination of physical transformation and the input of various producer services), delivery to final consumers, and final disposal after use”. (Kaplinsky & Morris, 2001, p.4) 4) Value chain analysis: “is the process of breaking a chain” into its constituent parts in order to better understand its structure and functioning”. The VCA consists of 1. identifying chain actors at each stage and discerning their functions and relationships; 2. determining the chain governance, or leadership, to facilitate chain formation and strengthening; 3. identifying value adding activities in the chain and assigning costs and added value to each of those activities
- 1) The full range of activities From raw inputs to a final product consumed by end users 2) the linkages between suppliers, producers, processors, intermediaries and, finally, the customers at the end of the chain, and that this is true whether the linkages are domestic, regional or global (Mitchell, 2012). 1) VCA approach is its concentration on flows of money, and its lack of attention to environmental, socio-cultural, political and governance aspects of sustainable development (Spenceley & Meyer, 2012). The share of sales at a given point in time may not capture the full story, and may obscure the role of a particular stakeholder who, for example, controls a key core technology or input and so has a crucial influence on the rest of the chain 2) The VC structures have become more and more complex. There are several terms, or similar and overlapping concepts have been developed
- 1) In the 1980s, Murphy suggested that “tourism would be better served if it is viewed as a community industry” (1983, p. 2). 2) Milne and Ateljevic (2001) conclude that community is an important intermediate level of social life where the personal (local) and impersonal (global) can interact together in the tourism development process. 3) Beeton (2006) also mentions that visiting and experiencing traditional indigenous communities is a popular form of tourism that we must acknowledge and consider in terms of community development.
- Each stakeholder controls resources such as knowledge, expertise, constituency and capital (Bramwell & Lane, 2000), so there is a need to work together to improve the destination, making it a better place for tourists to visit and a better place for people to live (Ashley, Goodwin, et al., 2005).
- Building the connections with the related stakeholders (local community household, the local entrepreneurs, the local government officers) at the site.
- 1. Secondary data: + Information on the overall development profile of tourism & HC + Information on regulation, legislative framework and economic instruments for tourism & HC management + Database on level of HC & Tourism resource use at macro level
- Key informant interviews: based on their factors of influence on the community economic development or traditional handicraft activities or tourism activities. + Government officials, experts’ opinions and information about current Tourism & HC management in the regions + The impacts of political economic transformation, barriers, risks, and constraints, on configuration of HC from government level to tourism enterprises one
- A computer software program e.g. SPSS and Nvivo will be used to aid the inferential statistical analysis work. For the qualitative data collection methods, the research will use the thematic analysis approach The data analysis is built on both the part transcriptions and on summary notes of the interviews.
- 1) data collection - the tourists may not be willing to participate in the self-administered surveys, 2) stakeholders’ cooperation challenges - local residents may not be willing to participate, 3) weather challenges at the data collection sites - from the middle of October to December is the low tourism season due to the heavy rain or flooding in Thua Thien Hue province, and 4) data analysis – there might be challenges determining what is useful when sifting or sorting through of the range of information collected.