ESTC 2011 Presentation by Celia Benton, Cornell University, Destination Management Tools


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Ecotourism and Sustainable Tourism Conference (ESTC) ( presentation by Celia Benton, Master's Candidate, Cornell University, presented in September 2011. Organized by The International Ecotourism Society (, the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.

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  • Planeterra and BTB were discussing how to properly manage tourism to encourage its longevity, and had the innovative idea to collaborate with a business school on this project. Thus, Megan and the BTB invited Mark Milstein from the Center for SGE to participate in the KMS project. Within the SGE department, three students, two MBAs and a MRP created the initial prototype. From there, the Planeterra fellow (me) has been building off of the original prototype and preparing for the Harvard Kennedy School students to finish it. NEXT SLIDE
  • At this point, it necessary to discuss who we spoke to and who we built the KMS for. We spoke to gov. officials, special interest groups, non-profits, business owners and local residents in Ambergris Caye, and we built the KMS for all of them. Of course, the BTB is the most responsible party in this project, and we had to listen closely to their concerns, but we considered the opinions of other stakeholders as equally important. Moreover, we want everyone to have access to the results of our KMS tool. NEXT SLIDE
  • The original prototype addressed the need for increased communication and information-sharing between stakeholders through an online dashboard that facilitates knowledge sharing of the islands social, environmental and economic issues. What we created is the triangle you see on the screen, with each corner representing a social, economic or environmental issue related to tourism. NEXT SLIDE
  • Here are the topic areas represented on the triangle, each chosen because they affect or are affected by tourism. NEXT SLIDE
  • Briefly, I’ll show you how to use the original prototype. NEXT SLIDE
  • Read title, NEXT SLIDE
  • Which is what leads me to the Predictive Tool. Because of the complex and varied nature of the economic, social and environmental questions, no single methodology would work for the predictive tool. Instead, I am incorporating 4 different methodologies to answer the variety of questions. Here we have an example of a regression analysis, which currently will look at the relationship between two variables. You simply enter the requested information (explain) and push the “calculate” button to received a regression analysis answer to the above listed question. The question listed here…, is something that the local government in AC has expressed interest in. NEXT SLIDE
  • Here is an example of a cost benefit analysis. One of the concerns that the BTB raised was what type of tourism development patterns are the most economically beneficial, such as whether hotels or condos are better. We therefore created a cost-benefit methodology within the KMS tool, where the users only need to add in the relevant costs and benefits. The tool will automatically update the totals for them. NEXT SLIDE
  • ESTC 2011 Presentation by Celia Benton, Cornell University, Destination Management Tools

    1. 1. This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.<br />Learn more about the ESTC:<br />ESTC on Twitter:<br />ESTC on Facebook:<br />The International Ecotourism Society | web www.ecotourism.orgemail | tel +1 202 506 5033<br />
    2. 2. Ambergris Caye Knowledge Management System ProjectCelia BentonSeptember 19, 2011<br />
    3. 3. Agenda<br />1<br />Background<br />2<br />Knowledge Management System (KMS) Prototype<br />3<br />Additions to the KMS Prototype<br />4<br />Conclusion<br />2<br />
    4. 4. The Center for Sustainable Global Enterprise is part of a long term project to manage tourism growth on Ambergris Caye<br />Late 2010<br />Jan-May 2011<br />June-Dec 2011<br />3<br />
    5. 5. Tourism is a critical asset for Belize’s economy<br />4<br />Countries like Belize struggle <br />with how to sustainably manage<br /> the tourism sector<br />No one has ever looked at <br />tourism as a business for countries<br />
    6. 6. If we look at tourism in Belize as a business, Ambergris Caye is one of its most lucrative assets, generating about 12.5% of the entire GDP<br />5<br />
    7. 7. Ambergris Caye’s natural assets provide myriad benefits<br />Source: “The Economic Contribution of Belize’s Coral Reefs and Mangroves”<br />6<br />
    8. 8. Ambergris Caye needs proper investment to grow sustainably<br />7<br />
    9. 9. Development does not adequately account for the Island’s environmental, economic or social needs<br />Without a comprehensive long term vision and firm understanding of key issues, decision makers allow tourism development to undermine the Island’s assets<br />8<br />
    10. 10. Here are some of the concerns raised during stakeholder interviews<br />9<br />
    11. 11. The information provided by stakeholders was critical for the KMS construction, but:<br />Most opinions are based on hearsay, not fact!<br />A tool is needed to both share these concerns and <br />offer a method to analyze and prioritize them<br />10<br />
    12. 12. The KMS was built for:<br />Open access to the KMS tool is critical for stakeholder buy-in and trust<br />11<br />
    13. 13. The KMS prototype focused on sharing stakeholder concerns and collecting data<br />12<br />
    14. 14. The KMS includes 19 key topic areas that relate to the Island’s environmental, economic and social assets<br />Topic areas were chosen because they affect or are affected by tourism on the Island<br />13<br />
    15. 15. How To Use the KMS Prototype<br />14<br />
    16. 16. Click on an icon of interest to transport to the selected topic area’s information sharing page<br />Education<br />15<br />
    17. 17. Each topic area page includes six key sections<br />Relevance to Tourism<br />Data Needed<br />Related Topics<br />State of the Island<br />External Links<br />Public Comments<br />16<br />
    18. 18. Back on the main page the user can explore other topic areas <br />Biodiversity<br />17<br />
    19. 19. The KMS prototype shared major concern areas; the Planeterra Fellow focused on analyzing them<br />The KMS prototype concluded <br />the end of Phase I<br />During phase II, the Fellow used <br />further interviews and prototype <br />feedback to create a predictive tool<br />18<br />
    20. 20. Additions to the Prototype: The Predictive Tool<br />19<br />Predictive Tool<br />
    21. 21. Process for determining the KMS Predictive Tool<br />20<br />
    22. 22. How the predictive tool works<br />21<br />
    23. 23. How the tool works: Cost-benefit analysis<br />22<br />
    24. 24. Further additions to the KMS Predictive Tool<br />23<br />
    25. 25. Overall, the KMS is meant to:<br />24<br />
    26. 26. Please feel free to contact me with further questions:<br />25<br />CELIA BENTON<br />MASTER’S DEGREE IN CITY AND REGIONAL PLANNING<br />CORNELL UNIVERSITY, AUGUST 2011<br />Email:<br />Phone: 414-312-0093<br />
    27. 27. Q & A<br />26<br />
    28. 28. Acknowledgements<br />Professor Mark Milstein, Cornell University<br />Professor Lawrence Robinson, Cornell University<br />Professor Kieran Donoghy, Cornell University<br />Laura Schaffer, Teaching Assistant, Cornell University<br />Elicia Carmichael, Teaching Assistant, Cornell University<br />Elizabeth Mygatt, Teaching Assistant, Cornell University<br />Hannah Dupes, Cornell University<br />Haley Jean Farr, Cornell University<br />Jenna Hobocan, Cornell University<br />Peter Scanell, Cornell University<br />Pamela Spier, Cornell University<br />Brian Alward, Cornell University<br />Agata Kostecka, Cornell University<br />Meredith Gethen-Jones, Cornell University<br />Megan Epler Wood, Director, Planeterra<br />SeleniMatus, Belize Tourism Board<br />Michael Arana, Belize Tourism Board<br />Lloyd Enriquez, Belize Tourism Board (Until March 2011)<br />Gale Ozaeta, Belize Tourism Board<br />Kevin Gonzalez, Belize Tourism Board<br />W. Frank Panton, San Pedro Town Council<br />Patricia Verde, San Pedro Town Council<br />Candy Armstrong, Ministry of Education<br />Alissa Flota, El Pescador Resort<br />Josie Nuñez, South Ambergris Caye Neighborhood Watch<br />Miguel Alamilla, Hol Chan Marine Reserve<br />Aaron Locke, Belize Water Services<br />Mito Paz, GreenReef Belize<br />Einer Gomez, Ramon’s Village<br />Melanie McField, Healthy Reefs for Healthy People<br />Roberto Pott, Healthy Reefs for Healthy People<br />Julie Babcock, Caye Casa<br />27<br />