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UNIT 2. RESPONSIBLE
TOURISM PRODUCT DEVELOPMENT
Unit outline
Objectives
By the end of the unit participants will be able to:
• Explain the importance of conducting a prod...
TOPIC 1. UNDERSTANDING
(RESPONSIBLE) TOURISM PRODUCTS
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
Picture source:
http...
Defining tourism products
NARROW DEFINITION
What the tourist buys
WIDER DEFINITION
The combination of what the
tourist doe...
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://w...
Functions of tourism products
FUNCTION
Tourism hub
development Product
clusters of
development
Supporting
products
Circuit...
Components of successful tourism destinations
Accessibility
Attractions
ActivitiesAccommodation
Amenities
TOURISM
DESTINAT...
Unique characteristics of tourism products
•There is no transfer of
ownership
Intangible
•Involves the acquisition of
“exp...
Characteristics of responsible tourism products
• Responsible tourism products are the goods
and services that form touris...
Examples of responsible tourism products
Responsible tourism
destination
Madagascar – contains a
range of ecological wonde...
TOPIC 2. DEVELOPING TOURISM PRODUCTS
THAT ARE COMMERCIALLY VIABLE
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
Picture ...
What is responsible tourism product
development?
• Developing assets into
tourism goods, services and
experiences for cons...
What is commercial viability?
• Simply developing a
tourism product does not
mean that visitors will
come
• Following a go...
The responsible tourism product development
process
RESPONSIBLE TOURISM
PRODUCT PLANNING
•Market analysis
•Product analysi...
Ensuring viable responsible tourism products
by meeting market needs
• Market visitation
volume
• Market size
• Market tre...
Understanding market needs through market
analysis
Tourism trends overview and
analysis
Visitor surveys
Competition analys...
Using a market analysis to help understand
tourism market features
Characteristics Motivations Expectations
Potential
prod...
SEGMENT TYPE CHARACTERISTICS MOTIVATIONS EXPECTATIONS
Holidayers International
1st timers International
2nd timers +
crowd...
Example of typical tourist market segments and
characteristics in Vietnam
SEGMENT TYPE CHARACTERISTICS MOTIVATIONS EXPECTA...
TOPIC 3. MATCHING MARKETS WITH PRODUCT
DEVELOPMENT OPPORTUNITIES & OBJECTIVES
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPM...
What is tourism product-market matching?
• Connecting the
characteristics, motivatio
ns and expectations of
market segment...
Product-market matching conceptual diagram
PRODUCT
A
PRODUCT
B
PRODUCT
C
PRODUCT
E
PRODUCT
D
PRODUCT
F
PRODUCT
G
PRODUCT
I...
Which markets would you match
to these products in Vietnam?
Why are these
markets linked
to these
products?
Matching markets and products in Vietnam
Tourism market segments in Vietnam matched
to product types
ENTERTAINMENT
RELAXATION
CULTURE
NATURE
ADVENTURE
LEARNING
DOM...
Results of product-market matching
Domestic day trippers
•Entertainment products
•Relaxation products
Domestic holidayers
...
Existing products New products
4 key product development options
ExistingmarketsNewmarkets
Market
penetration
Sell more of...
Developing existing tourism products
To
existing
markets
• Strategy: Intensive
promotion of existing
products to current
m...
Developing new tourism products
To
existing
markets
• Strategy: Expand on
products in destination
and promote to existing
...
Product Development Strategy 1
A beach resort destination dissatisfied with its market share
compared to its main competit...
Product Development Strategy 2
A beach resort destination recognises that the twenty first
century resort holidaymaker has...
Product Development Strategy 3
A destination that has relied on a particular geographic
market decides to target other sou...
Product Development Strategy 4
A destination that has based its early stages of development
on a particular type of produc...
Market penetration and development:
Vietnam tourism market segment
opportunities
MARKET SEGMENT OPPORTUNITIES
Independent
...
Opportunities offered by different product
development and diversification options
MARKET SEGMENT OPPORTUNITIES
Entertainm...
Other important considerations in determining
product development options
• Tourism marketing strategies?
• Destination un...
TOPIC 4. ASSESSING THE SUSTAINABILITY
OF TOURISM PRODUCTS
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
Requirements of sustainable tourism products
• Sustainable tourism
products must meet
the needs and wants
of
consumers, bu...
Stakeholder criteria for tourism products
1. Contains
defining
features
2. Contains
core features
3. Considers
market
4. I...
Ensuring tourism products meet defining
feature requirements
1. Contains defining
features
1. Contains
defining
features
c...
Example of assessment criteria to determine if
product meets defining feature requirements
REQUIREMENT ASSESSMENT CRITERIA...
Ensuring tourism products meet core feature
requirements
• Accessible
• Attractions
• Activities
• Main services
• Support...
Example of assessment criteria to determine if
product meets core feature requirements
REQUIREMENT ASSESSMENT CRITERIA
Acc...
Ensuring tourism products meet market
requirements
• Key target markets
• Market size
• Market trends and
influence 3. Con...
Example of assessment criteria to determine if
product meets core feature requirements
REQUIREMENT ASSESSMENT CRITERIA
Key...
Ensuring tourism products meet commercial
viability requirements
• Market-based planning
• Private sector engagement
• Sup...
Example of assessment criteria to determine if
product meets commercial viability
requirements
REQUIREMENT ASSESSMENT CRIT...
Ensuring tourism products meet sustainability
requirements
• Economic
• Environmental
• Socio-cultural
• Institutionalisat...
Example of assessment criteria to determine if
product meets sustainability requirements
REQUIREMENT ASSESSMENT CRITERIA
E...
Ensuring tourism products meet local benefit
requirements
• Equitable sharing of
benefits
• Local involvement /
ownership
...
Example of assessment criteria to determine if
product meets local benefit requirements
REQUIREMENT ASSESSMENT CRITERIA
Eq...
Ensuring tourism products meet human
resource requirements
1. Contains defining
features
• Public sector
• Business sector...
Example of assessment criteria to determine if
product meets human resource requirements
REQUIREMENT ASSESSMENT CRITERIA
P...
Assessing product performance against
sustainability criteria
Scoring the degree a product achieves the various evaluation...
Review findings and identify potential
development responses
• Based upon the results of the sustainability assessment
dev...
ASPECT COMMENT RATING
Perspective 1: What the Consumer Want (“Do I want this product?”)
I. Core Product Features
Accessibi...
Product assessment score card 2/2
ASPECT COMMENT RATING
Perspective 3: What the Other Stakeholders Want (“Is it good for u...
TOPIC 5. STAKEHOLDER
CO-ORDINATION AND COLLABORATION
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
Picture source:
http:...
The importance and benefits of stakeholder
co-ordination and collaboration
• Many different products
contribute to a succe...
The UNWTO’s 12 roles and benefits of
collaboration in tourism
• To reflect multiple aims and
agree common targets1.
• To e...
Stakeholder types and their importance
STAKEHOLDER IMPORTANCE
PRIVATE
SECTOR
Tourism service providers Main providers of e...
Getting the collaboration fundamentals right
COLLABORATION
FUNDAMENTALS
People make
partnerships
work
No two
situations ar...
Getting collaboration started
ENCOURAGE PARTICIPANTS TO JOIN
•Perceived importance of the issue may be enough
•Demonstrate...
Determining goals and actions of collaboration
• Validate and elaborate on
results of research and
assessments
• Set out t...
Managing the collaboration process:
Key elements
Establish a
leadership
and
management
structure
Follow
efficient
manageme...
Establish a leadership and management
structure
• Agree on leadership
position or examine other
options
• Ensure structure...
Follow efficient management procedures
• Record proceedings
• Use dedicated project
managers or coordinator
• Encourage ef...
Develop stakeholder capacity
• Assess existing skills and knowledge
requirements and capacity of
members and build capacit...
Maintain stakeholder commitment
• Pursue quick wins and easy achievements
• Demonstrate relevance of
achievements to membe...
Using an adaptive management approach in
collaboration
2. Develop and
implement
monitoring
systems
3. Evaluate
progress
4....
TOPIC 6. RESPONSIBLE TOURISM PRODUCT
DEVELOPMENT STRATEGY AND ACTION PLANNING
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPM...
Responsible tourism product development
strategy and action plan development process
1. Define the responsible tourism
pro...
1. Define the responsible tourism product
development vision, goals and objectives
• Vision: Reflects the broad aims
and p...
Example of a vision, goals, and objectives in
responsible tourism product development
Example vision statement:
• “To deve...
2. Identify and prioritise responsible
tourism product development ideas
Key considerations include the degree to
which in...
Prioritisation considerations:
Targeting development impacts
• The number of people in poverty
who will be reached by the
...
Prioritisation considerations:
Practicality
• The cost of the initiative?
• The possible funding and other
resources avail...
3. Design responsible tourism product
development interventions
• Starting point - review development goals, outputs of
th...
Taking a pragmatic approach
Finally, ensure the interventions selected
consider the following two questions:
What can be d...
Principles for preparing a responsible tourism
product development strategy
• Emphasise stakeholder involvement
• Based on...
4. Develop the responsible tourism product
development action plan
• Clearly sets out what is
being done, when, by whom,
a...
Guiding principles for securing resources for
implementing action plans
• Use the project action plan as a tool
• Use a jo...
Action plan template
ACTIVITY 1 RESULT TIMING RESPONSIBILITY RESOURCES
Sub-activity 1
Sub-activity 2
Sub-activity 3
Sub-ac...
Unit 2: Responsible Tourism Product Development
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Unit 2: Responsible Tourism Product Development

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Unit 2: Responsible Tourism Product Development

  1. 1. UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
  2. 2. 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 1. Understanding (responsible) tourism products 2. Developing tourism products that are commercially viable 3. Matching markets with product development opportunities and development objectives 4. Assessing the sustainability of tourism products 5. Stakeholder co-ordination and collaboration 6. Responsible tourism product development strategy and action planning
  3. 3. TOPIC 1. UNDERSTANDING (RESPONSIBLE) TOURISM PRODUCTS UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT Picture source: http://www.flickr.com/photos/cyborgwardt/1393338765/
  4. 4. 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
  5. 5. How the UNEP defines tourism products Experiential factor Emotional factor Physical factor
  6. 6. Types of tourism products Natural tourism products Man-made tourism products
  7. 7. 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
  8. 8. Functions of tourism products FUNCTION Tourism hub development Product clusters of development Supporting products Circuits Festivals and events Flagship products
  9. 9. Components of successful tourism destinations Accessibility Attractions ActivitiesAccommodation Amenities TOURISM DESTINATION
  10. 10. Unique characteristics of tourism products •There is no transfer of ownership Intangible •Involves the acquisition of “experiences” Psychological •Only exist when customer is present Perishable •Cannot be provided by a single enterprise Composite product •Demand is affected by external influences Unstable demand •Cannot be brought to the consumer Fixed supply •Ownership remains with provider Absence of ownership •Tourism varies in standard and quality over time Heterogeneous •Purchase is before consumptionRisky •Requires destination marketing and services marketing Marketable
  11. 11. Characteristics of responsible tourism products • Responsible tourism products are the goods and services that form tourism experiences and are specifically designed to be: – Environmentally, socially, culturally and economically sustainable – Educational – Promote local participation
  12. 12. Examples of responsible tourism products Responsible tourism destination Madagascar – contains a range of ecological wonders; Is dedicated to protecting the environment; Offers many sustainable tourism options Responsible tourism attraction Protected areas; Protected cultural heritage sites; A theme park based on a rainforest theme that both educates visitors on sustainability issues and sells local products Responsible tourism accommodation Eco-resorts that have been built and managed according to sustainable tourism principles (e.g. protect the environment, involve and benefit local people) Responsible tourism transportation Renewable energy hybrid vehicles, Bicycle tours; Air travel with carbon offsets Picture sources: http://en.wikipedia.org/wiki/Tourism_in_Belize http://commons.wikimedia.org/wiki/File:Madagascar_baobab.JPG http://www.fotopedia.com/items/flickr-6054914564 http://commons.wikimedia.org/wiki/File:Recreational_cyclists_take_breaks_while_driving_on_a_bicycle_tour.jpg
  13. 13. TOPIC 2. DEVELOPING TOURISM PRODUCTS THAT ARE COMMERCIALLY VIABLE UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT Picture source: http://en.wikipedia.org/wiki/Mobile_payment
  14. 14. What is responsible tourism product development? • Developing assets into tourism goods, services and experiences for consumption • Responsible tourism product development requires integrating sustainability principles in the process
  15. 15. What is commercial viability? • Simply developing a tourism product does not mean that visitors will come • Following a good product development process helps ensure the business, product, or service can compete effectively and make a profit Development of tourism related products and experiences requires: • Understanding existing supply and future demand for products • Market research on visitor needs and satisfaction, product development gaps and opportunities • Understanding the types of experiences that a visitor market seeks • Assuring the value and sustainability of the tourism project
  16. 16. The responsible tourism product development process RESPONSIBLE TOURISM PRODUCT PLANNING •Market analysis •Product analysis •Match markets with products •Product assessment for development STAKEHOLDER CO-ORDINATION AND COLLABORATION •Determine goals and actions •Establish collaborations RESPONSIBLE TOURISM PRODUCT DEVELOPMENT STRATEGY AND ACTION PLAN •Develop a responsible tourism product development strategy •Develop an implementation action plan
  17. 17. Ensuring viable responsible tourism products by meeting market needs • Market visitation volume • Market size • Market trends and interests Market growth • Reason for travel • Kinds of experiences desired Motivations & needs • Means of travel • Length of stay • Level of flexibility Travel patterns • Level of money spent by visitor types • Value to local development Spend • Greatest interest in the destination • Connect with development objectives Sustainability
  18. 18. Understanding market needs through market analysis Tourism trends overview and analysis Visitor surveys Competition analysis
  19. 19. Using a market analysis to help understand tourism market features Characteristics Motivations Expectations Potential products Forms & means of travel Reasons for travel choices Expectations of facilities, services, amenities etc
  20. 20. SEGMENT TYPE CHARACTERISTICS MOTIVATIONS EXPECTATIONS Holidayers International 1st timers International 2nd timers + crowd avoiders International On holiday Domestic Phuot Domestic Day trippers Domestic
  21. 21. Example of typical tourist market segments and characteristics in Vietnam SEGMENT TYPE CHARACTERISTICS MOTIVATIONS EXPECTATIONS Holidayers International short-haul Traveling in organized groups or with family and friends. Shorter trips, few destinations. Relaxation, entertainment, visiting main attractions, shopping. Superior food and accommodation, Mixing businesses with pleasure International short-haul Individual and independent business travellers adding some tourism activities to their trip. Entertainment, visiting main attractions, relaxation. Quality services and products. Ease of travel. 1st timers International long-haul Individual or group travel for 1 week or more, utilizing a variety of travel means and many destinations. Visiting main attractions, cultural and natural features. Good food, adequate accommodation, fair prices, variety. 2nd timers + crowd avoiders International long-haul Individual or small group travel – usually self- organized for 1 week or more, usually spending more time in fewer destinations. Authentic experiences and specific activities (i.e. trekking, caving). Adequate accommodation, good food and services, authenticity and personal experiences. On holiday Domestic Travel as a family, during national holidays and annual holiday periods Relaxation, entertainment, visiting main attractions. Good food, adequate accommodation, shopping opportunities, fair prices. Phuot Domestic Independent or small group travel, often by motorbike. Seeking alternative activities and non-touristic locations. Adequate accommodation and food, cheap prices, authenticity. Day trippers Domestic Independent travel by families and friends in private vehicles for 1 day, usually on weekends or national holidays. Relaxation, entertainment, visiting main attractions. Good food, good services, ease of travel.
  22. 22. TOPIC 3. MATCHING MARKETS WITH PRODUCT DEVELOPMENT OPPORTUNITIES & OBJECTIVES UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT Picture source: http://commons.wikimedia.org/wiki/File:Fujian_association_Hoi_an.jpg
  23. 23. What is tourism product-market matching? • Connecting the characteristics, motivatio ns and expectations of market segments with suitable tourism products • To ensure sustainability, products should also be matched with development opportunities and objectives of the host destination Tourism product •Entertainment and relaxation •Culture •Nature •Adventure •Education Tourism market •Characteristics •Motivations •Expectations
  24. 24. Product-market matching conceptual diagram PRODUCT A PRODUCT B PRODUCT C PRODUCT E PRODUCT D PRODUCT F PRODUCT G PRODUCT I PRODUCT H MARKET SEGMENT 1 MARKET SEGMENT 2 MARKET SEGMENT 3 MARKET SEGMENT 4
  25. 25. Which markets would you match to these products in Vietnam?
  26. 26. Why are these markets linked to these products? Matching markets and products in Vietnam
  27. 27. Tourism market segments in Vietnam matched to product types ENTERTAINMENT RELAXATION CULTURE NATURE ADVENTURE LEARNING DOMESTIC Day trippers from Hanoi   Holidayers     Phuot    INTERNATIONAL Holidayers      Mixing business with pleasure    First timers    Second timers + Crowd avoiders     PRODUCT TYPE MARKETSEGMENT
  28. 28. Results of product-market matching Domestic day trippers •Entertainment products •Relaxation products Domestic holidayers •Entertainment products •Relaxation products •Cultural products •Nature products Domestic phuot •Cultural products •Nature products •Adventure products International holidayers •Entertainment products •Relaxation products •Cultural products •Nature products •Learning products International mixing business with pleasure •Entertainment products •Relaxation products •Cultural products International first timers •Entertainment products •Cultural products •Nature products International 2nd timers and crowd avoiders •Cultural products •Nature products •Adventure products •Learning products
  29. 29. Existing products New products 4 key product development options ExistingmarketsNewmarkets Market penetration Sell more of an existing product to an existing market Product development Sell a new or improved product to an existing market Market development Sell existing products to a new market Product diversification Sell new products to new markets
  30. 30. Developing existing tourism products To existing markets • Strategy: Intensive promotion of existing products to current market to increase market share To new markets • Strategy: Conduct market analysis to identify new and untapped markets with strong growth potential for existing products Picture source: http://www.flickr.com/photos/rwp-roger/4353435590/
  31. 31. Developing new tourism products To existing markets • Strategy: Expand on products in destination and promote to existing market segments To new markets • Strategy: Attract new markets with strong growth potential Picture source: http://www.flickr.com/photos/dalbera/4410383427/
  32. 32. Product Development Strategy 1 A beach resort destination dissatisfied with its market share compared to its main competitors decides to undertake an aggressive marketing campaign targeted at existing target markets and segments to increase market share. Source: UNWTO & ETC 2011, Handbook on Tourism Product Development, UNWTO & ETC, Madrid, Spain
  33. 33. Product Development Strategy 2 A beach resort destination recognises that the twenty first century resort holidaymaker has become more demanding, develops a “Beach Plus +” programme which it markets to its existing market segments who might have considered that the destination had become tired and predictable. Source: UNWTO & ETC 2011, Handbook on Tourism Product Development, UNWTO & ETC, Madrid, Spain
  34. 34. Product Development Strategy 3 A destination that has relied on a particular geographic market decides to target other source markets that have a different seasonal pattern of demand. Source: UNWTO & ETC 2011, Handbook on Tourism Product Development, UNWTO & ETC, Madrid, Spain
  35. 35. Product Development Strategy 4 A destination that has based its early stages of development on a particular type of product targeted at the geographically closest market decides that its product development as been overly narrow and that there are other resources that can appeal to visitors, with demand drawn from a wider network of markets and segments. Source: UNWTO & ETC 2011, Handbook on Tourism Product Development, UNWTO & ETC, Madrid, Spain
  36. 36. Market penetration and development: Vietnam tourism market segment opportunities MARKET SEGMENT OPPORTUNITIES Independent international travellers Often more flexible in their travel patterns and spending behaviours than those traveling in groups. Domestic markets Offer more stable, year-round business than international tourists. Business travellers and visitors to friends/family Have potential for add-on trips, activities and spending to business activities Specialty and niche markets Willing to spend more and stay longer for authentic and / or unique special interest activities and experiences such as birdwatching, trekking, diving etc
  37. 37. Opportunities offered by different product development and diversification options MARKET SEGMENT OPPORTUNITIES Entertainment & relaxation products Generate local spending that can benefit local entrepreneurs, as well as provide sources of employment for local people Cultural products Provide opportunities for engaging local people who are often the “owners” and practitioners of the products (e.g. handicraft products, cultural performances, local guiding). Nature products Activities centred around nature; provides local income earning opportunities through services such as guiding. Adventure products Typically requires specialised equipment and local support from specifically trained guides. Education products Requires specialisation of products, services, and information provisions. Increasingly popular with some market segments such products also support sustainability and opportunities for local people knowledgeable and able to work as specialist guides or interpreters.
  38. 38. Other important considerations in determining product development options • Tourism marketing strategies? • Destination uniqueness and branding? • Tourism trends? • Competitor destinations?
  39. 39. TOPIC 4. ASSESSING THE SUSTAINABILITY OF TOURISM PRODUCTS UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
  40. 40. Requirements of sustainable tourism products • Sustainable tourism products must meet the needs and wants of consumers, business and other stakeholders • There must also be available human resources with sufficient capacity Is it good for us? others Do I want it? consumers Can I sell it? business
  41. 41. Stakeholder criteria for tourism products 1. Contains defining features 2. Contains core features 3. Considers market 4. Is commercially viable 5. Is sustainable 6. Provides local benefits 7. Available human resources CONSUMER REQUIREMENTS OTHER STAKEHOLDER REQUIREMENTS BUSINESS REQUIREMENTS ADDITIONAL REQUIREMENT
  42. 42. Ensuring tourism products meet defining feature requirements 1. Contains defining features 1. Contains defining features consumers • Authentic • Distinct • Variety • Seasonal • Product function • Lifecycle stage
  43. 43. Example of assessment criteria to determine if product meets defining feature requirements REQUIREMENT ASSESSMENT CRITERIA Authentic How genuine and representative of the region is the product Distinct How unique and special is the product Variety Is there a good mix of attractions, activities, services? Seasonal factors Weather, too crowded during the busy season, etc. Product function Flagship, Hub, or Supporting Product, fit with regional product clusters and circuits consumers
  44. 44. Ensuring tourism products meet core feature requirements • Accessible • Attractions • Activities • Main services • Supporting services 2. Contains core features consumers
  45. 45. Example of assessment criteria to determine if product meets core feature requirements REQUIREMENT ASSESSMENT CRITERIA Accessibility How easy is it for tourists to get to the site Attractions Quality of main attractions that routs are coming for Activities What other activities can the tourists do at the site Main services What are the required tourism services available (e.g. accommodation, food service) consumers
  46. 46. Ensuring tourism products meet market requirements • Key target markets • Market size • Market trends and influence 3. Considers market business
  47. 47. Example of assessment criteria to determine if product meets core feature requirements REQUIREMENT ASSESSMENT CRITERIA Key target markets Easily identifiable key markets to target Market size Sufficient to generate benefits and remain viable Market trends and influence Are target markets likely to expand or influence other markets business
  48. 48. Ensuring tourism products meet commercial viability requirements • Market-based planning • Private sector engagement • Supportive regulatory context • Necessary supporting resources 4. Is commercially viable business
  49. 49. Example of assessment criteria to determine if product meets commercial viability requirements REQUIREMENT ASSESSMENT CRITERIA Market-based planning Tourism products are developed and managed strategically based on specific markets and trends Private sector engagement The private sector is involved, including healthy local enterprises Supportive regulatory context Regulations on business development and operations are favourable Necessary supporting resources Available local human resources, and necessary infrastructure business
  50. 50. Ensuring tourism products meet sustainability requirements • Economic • Environmental • Socio-cultural • Institutionalisation • Sector functioning 5. Is sustainable others
  51. 51. Example of assessment criteria to determine if product meets sustainability requirements REQUIREMENT ASSESSMENT CRITERIA Economic Tourism economy provides equitable and attractive earning opportunities Environmental Natural environment is protected and enhanced Socio-cultural Local customs and cultures are respected and supported Institutionalisation Support of government policies, plans and programs Sector functioning Sector stakeholders able to function in appropriate roles to ensure effective and ongoing operations others
  52. 52. Ensuring tourism products meet local benefit requirements • Equitable sharing of benefits • Local involvement / ownership • Poverty reduction6. Provides local benefits others
  53. 53. Example of assessment criteria to determine if product meets local benefit requirements REQUIREMENT ASSESSMENT CRITERIA Equitable sharing of benefits Tourism is seen as a fair and welcomed addition to local livelihood improvement Local involvement / ownership Hosting communities have open, and effective mechanisms for engagement, including management roles, in the tourism sector Poverty reduction To what degree are more disadvantaged groups (poor, women, disabled, minorities) receiving benefits others
  54. 54. Ensuring tourism products meet human resource requirements 1. Contains defining features • Public sector • Business sector • Local communities 7. Available human resources
  55. 55. Example of assessment criteria to determine if product meets human resource requirements REQUIREMENT ASSESSMENT CRITERIA Public sector Management and staff responsible for tourism or relevant sectors Businesses sector Business either directly involved or supporting tourism in a location Local communities People residing in tourism locations who stand to benefit from the tourism sector
  56. 56. Assessing product performance against sustainability criteria Scoring the degree a product achieves the various evaluation criteria can help to understand its level of sustainability and viability. An example is below: SCORE DEFINITION RESPONSE 0 = Not applicable This issue is not needed or relevant to the site No action required 1 = Very weak Complete inadequate leading to disastrous results. Intensive and comprehensive focused support. 2 = Weak Not adequate. Needs improvement to contribute to and effective or responsible product. Focused support of key aspects for improvement. Strengthening what is already working. 3 = Adequate Functioning adequately, but could be better in some key aspects. Focused support of key aspects for improvement. Strengthening what is already working if needed. 4 = Strong Functioning adequately, but could be better in some minor aspects. Minor improvement on specific areas if needed. 5 = Best practice A model example that is highly effective, innovative and exemplary. Show case and replicate.
  57. 57. Review findings and identify potential development responses • Based upon the results of the sustainability assessment development responses will become clearer. • Development responses may vary according to strategic aims • Below are some examples of development responses: Improve viability of key products Encourage partnerships with the private sector Enhance local benefits Support the establishment of community-level management organisations Improve accessibility Request and lobby for government funding for rapid road improvement
  58. 58. ASPECT COMMENT RATING Perspective 1: What the Consumer Want (“Do I want this product?”) I. Core Product Features Accessibility How easy is it for tourists to get to the site 2. Attractions Quality of main attractions that routs are coming for 3. Activities What other activities can the tourists do at the site 4. Main Services What are the required tourism services available 5. Supporting Services What additional services are there to make it more convenient for tourists? Summary Comments: Total II. Defining Product Features: (Characteristics) 1. Authentic How genuine and representative of the region is the product 2. Distinct How unique and special is the product 3. Variety Is there a good mix of attractions, activities, services? 4. Seasonal Factors Weather, too crowded during the busy season, etc. 5.Product Function Flagship, Hub, or Supporting Product, fit with product clusters and circuits 6.Lifecycle Stage The product’s point of development (e.g. emerging, established etc) Summary Comments: Total Product assessment score card 1/2 ASPECT COMMENT RATING Perspective 2: What Businesses Want (“Can I sell this product?”) III. Market Considerations: 1. Key target markets Easily identifiable key targets to target. 2. Market size Sufficient to generate benefits and remain viable. 3. Market trends and influence Are target markets likely to expand or influence other markets. Summary Comments: Total IV. Commercial Viability: 1. Market-based planning Tourism products developed and managed based on markets and trends 2. Private sector engagement The private is involved, including healthy local enterprises. 3. Supportive regulatory context Regulations on business development and operations are favourable. 4. Supporting resources Available local human resources, and necessary infrastructure. Summary Comments: Total
  59. 59. Product assessment score card 2/2 ASPECT COMMENT RATING Perspective 3: What the Other Stakeholders Want (“Is it good for us?”) V. Sustainability: 1. Economic Tourism economy provides equitable and attractive earning opportunities. 2. Environmental Natural environment is protected and enhanced. 3. Socio-cultural Local customs and cultures are respected and support-ed. 4. Institutionalization Support of government policies, plans and programs. 5. Sector functioning Sector stakeholders can function in appropriate roles for good operations. Summary Comments: Total VI. Local Benefits: 1. Equitable sharing of benefits Tourism seen as a fair and welcomed addition to local livelihoods 2. Local involvement/ ownership Community has good mechanisms for tourism engagement & management 3. Poverty reduction Disadvantaged groups (poor, women, disabled, minorities) receive benefits Summary Comments: Total ASPECT COMMENT RATING Perspective 4: Human Resources: Availability, Capacity and Needs VII. Human Resource Development: (Current capacity and needs) 1. Public Sector Management and staff responsible for tourism or relevant sectors 2. Businesses Sector Business either directly involved or supporting tourism in a location 3. Local communities Local communities stand to benefit from the tourism sector Summary Comments: Total OVERALL SCORE: TOTAL
  60. 60. TOPIC 5. STAKEHOLDER CO-ORDINATION AND COLLABORATION UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT Picture source: http://rmbr.nus.edu.sg/news/index.php?start=270&category=
  61. 61. The importance and benefits of stakeholder co-ordination and collaboration • Many different products contribute to a successful tourism experience • Tourism has a wide range of impacts on different stakeholders which need to be effectively managed • By working together stakeholders are better able to solve problems and take advantage of opportunities Benefits • Enterprises and destinations achieve results more efficiently and effectively • Benefits of tourism are spread more widely and fairly
  62. 62. The UNWTO’s 12 roles and benefits of collaboration in tourism • To reflect multiple aims and agree common targets1. • To ensure inclusiveness and equity2. • To sharpen focus and co- ordinate action3. • To raise awareness and engage those with power over outcomes 4. • To link components in the value chain5. • To strengthen long term support and commitment6. • To pool knowledge and skills7. • To strengthen resources and funding8. • To widen contacts and strengthen communication9. • To add value and creativity10. • To share costs and risks – economies of scale11. • To cross boundaries12.
  63. 63. Stakeholder types and their importance STAKEHOLDER IMPORTANCE PRIVATE SECTOR Tourism service providers Main providers of employment, influence supply chains Tour operators Influence market access and sustainability through conditions placed on destinations and service providers Transport operators Influence the market, destination viability and sustainability Non-tourism businesses Provide income and prosperity Trade associations Provide leadership and help drive sector development activities PUBLIC SECTOR National government Shape direction and sustainability of tourism through policies, plans and financial support, help drive market demand through destination marketing Local authorities Influence sustainability of tourism through provincial plans and policies, influence development through provision of infrastructure, influence sustainability at local level, support business development, may provide development funding CIVIL SOCIETY NGOs Influence sustainable development, build capacity, facilitate multi-stakeholder collaboration, may provide development funding TVETs Assist with market research, capacity building and vocational training CITIZENS& CONSUMERS Host communities Providers and beneficiaries of labour and employment, provide supportive and welcoming destinations for tourism Tourists Influence sustainability through travel choices, influence product viability based on demand
  64. 64. Getting the collaboration fundamentals right COLLABORATION FUNDAMENTALS People make partnerships work No two situations are ever the same Stakeholder collaborations are learning experiences All stakeholders need to see wins Being inclusive Recognising differences Formal structures & processes ADDITIONAL FACTORS
  65. 65. Getting collaboration started ENCOURAGE PARTICIPANTS TO JOIN •Perceived importance of the issue may be enough •Demonstrate successes of pilot projects •Promote commitment of others BUILD TRUST & UNDERSTANDING •Open discussion •Find common ground ESTABLISH A CO-ORDINATING GROUP & INTERIM CONVEYOR •Group or individual •Candidate/s requires credibility, trust and respect INITIAL CLARIFICATION OF ISSUES, GOALS & STRUCTURE •Understand the purpose of collaboration and its functioning •Explore initial opportunities and ideas and decide on priorities •Clarify perspectives and differences of various stakeholders and find common ground •Consider level of stakeholder commitment ESTABLISH A MANDATE & COMMITMENT TO FUTURE SUPPORT •Establish a mandate for collaboration and commitment •Ensure approval by all stakeholders •Define intended length of the collaborative processes
  66. 66. Determining goals and actions of collaboration • Validate and elaborate on results of research and assessments • Set out the broad goals of collaboration • Develop list of key actions from strategy and action planning process (see later slides)
  67. 67. Managing the collaboration process: Key elements Establish a leadership and management structure Follow efficient management procedures Develop stakeholder capacity Maintain stakeholder commitment
  68. 68. Establish a leadership and management structure • Agree on leadership position or examine other options • Ensure structure meets the needs of the tasks, members and stakeholder groups • Ensure structure is inclusive, accountable and transparent but also effective • Consider need for additional structural components according to collaboration size • Determine functioning rules Picture source: http://frank.itlab.us/photo_essays/wrapper.php?sep_01_2007_SBWR.html
  69. 69. Follow efficient management procedures • Record proceedings • Use dedicated project managers or coordinator • Encourage effective feedback from members • Effectively cope with change of personnel • Add partners with skills when necessary Picture source: http://www.flickr.com/photos/acumenfund/5188762078/
  70. 70. Develop stakeholder capacity • Assess existing skills and knowledge requirements and capacity of members and build capacity according to identified skills gaps • Areas of consideration might include: – Principles of responsible tourism – Marketing – Product development processes and tools – Collaborative management • Identify simple opportunities to build capacity such as: – Sharing of knowledge and expertise – Learning by doing – Seeking external advice, e.g. from private sector, NGOs or development agencies Picture source: http://rmbr.nus.edu.sg/news/index.php?start=78&category=
  71. 71. Maintain stakeholder commitment • Pursue quick wins and easy achievements • Demonstrate relevance of achievements to members • Provide regular opportunities for involvement and highlight the results of members involvement • Maintain a sense of commitment across all partners • Use champions to inspire others • Make it easy for members to attend • Use attractive yet relevant incentives • Be flexible and encourage informal arrangements • Ensure effective communication • Celebrating progress Picture source: http://rmbr.nus.edu.sg/news/index.php?start=270&category=
  72. 72. Using an adaptive management approach in collaboration 2. Develop and implement monitoring systems 3. Evaluate progress 4. Learn and adapt 1. Define success criteria • Quantitative • Qualitative • Action plans • Progress reports • Progress update meetings • Widening of scope • Periodic re-shaping and improvements • Outcomes • Outputs • Indicators
  73. 73. TOPIC 6. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT STRATEGY AND ACTION PLANNING UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
  74. 74. Responsible tourism product development strategy and action plan development process 1. Define the responsible tourism product development vision, goals and objectives 2. Identify and prioritise responsible tourism product development ideas 3. Design responsible tourism product development interventions 4. Develop responsible tourism product development action plan Strategy activities Action plan activities
  75. 75. 1. 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
  76. 76. 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
  77. 77. 2. Identify and prioritise responsible tourism product development ideas Key considerations include the degree to which intervention ideas help achieve: 1. Commercial viability goals: The commercial viability and realistic development potential of the products 2. Sustainability goals: The degree to which local environmental, social and economic benefits will be created 3. Sectoral goals: Strengthening infrastructure & communications; Improving promotion in key markets; Improving visitor information & interpretation; Improving quality standards; Improving safety & security Commercial viability test Sustainability test Sectoral test TOURISM PRODUCT DEVELOPMENT OPTION
  78. 78. Prioritisation considerations: Targeting development impacts • The number of people in poverty who will be reached by the action  • The likely increase in income per person reached • Any non-financial benefits that could reach the poor • The ability of the action to reach the particular target segment of those in poverty  • The extent to which measurement of the action’s impact is possible  • The speed and visibility of impact • The sustainability of results • The extent to which the action will enhance knowledge and can be replicated 
  79. 79. 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?
  80. 80. 3. Design responsible tourism product development interventions • Starting point - review development goals, outputs of the product-market matching analysis and the product assessment activities • Approaches to consider when designing interventions can include: Working with products 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
  81. 81. 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?
  82. 82. 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
  83. 83. 4. 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? What? When? Resources?
  84. 84. 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
  85. 85. Action plan template ACTIVITY 1 RESULT TIMING RESPONSIBILITY RESOURCES Sub-activity 1 Sub-activity 2 Sub-activity 3 Sub-activity 4 ACTIVITY 2 RESULT TIMING RESPONSIBILITY RESOURCES Sub-activity 1 Sub-activity 2 Sub-activity 3 Sub-activity 4 ACTIVITY 3 RESULT TIMING RESPONSIBILITY RESOURCES Sub-activity 1 Sub-activity 2 …

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