This presentation shows details about marketing linkages of tourism and hospitality sector.

1. Marketing Linkage Of Tourism
&
hospitality sector
Presented By: Ravindra Singh Krishna,
(MA Tourism Administration III Semester)

2. Tourism
Tourism provides a wide range of economic opportunities, especially for
developing and least developed countries:
Transport, communications, infrastructure, education, security, health,
immigration, customs, accommodation, agriculture and creative
industries

3. Inclusive Tourism
Aim?
•to foster linkages and interaction between the different actors in the tourism industry
•to form partnerships with private actors and stimulates the local economy
•to promote the integration of women and the active involvement of local communities
•to emphasise sustainability by taking environmental, social and economic factors into account
How?
•by integrating poor local communities in tourism value chains through active entrepreneurial
participation
•by ensuring tourism products/services meet international requirements
•by providing market expertise, capacity building, policy advocacy, and formal market linkages
•by working with existing tourism destinations and supply sectors

4. THE TYPICAL VISITOR JOURNEY

5. A SIMPLIFIED TOURISM VALUE CHAIN
(EX. INDIA)

6. United Nations
Steering Committee on Tourism for Development
Delivering as One for
Tourism
The SCTD is an innovative approach to Delivering as One: Delivering as One for
Tourism, as a sectoral approach. It is a transformational partnership.
SCTD main objectives:
1. Support Developing countries needs for implementing tourism for development in
an integrated approach, building on the strengths of each UN agency
2. Monitor progress of development through DTIS (Diagnostic of Trade
Integration Study), as well as through new econometric models
3. Mobilize necessary financial resources through existing funding
mechanisms (such as EIF), and work towards the creation of a Multi Donors Trust
Fund for Tourism (for LDCs, and countries -ODA eligible).
4. Mainstream tourism in the global development agenda, as an instrument for
development, poverty reduction and a green growth.

7. SCTD Tourism Services Portfolio
“Tourism for Development”
Integrated Tourism
Development
The SCTD provides specialized tourism assistance aimed to maximize tourism’s
capacity to support countries in reaching their development goals, while preserving
their cultural and environmental assets. The Services Portfolio on Tourism for
Development compiles the services available to LDCs and developing countries.
The Services Portfolio makes available over 50 types of services organized around four pillars:
Areas of intervention Implementing agencies
UNWTO
ITC
UNDP
UNEP
ILO
UNESCO
UNIDO
UNCTAD
WTO
BBuilding good governance and sustainability in tourism
Promoting investment in the tourism economy
Fostering the poverty reduction impact of tourism
Encouraging human resources development
1
2
3
4

8. 3. Fostering the poverty reduction impact of tourism
Reducing poverty by developing value-chain linkages between the tourism
industry and local producers of goods and services in LDCs
A. Rationale for working on business linkages for poverty reduction
-90% of DTIS linked to tourism state the creation of business linkages as key
challenge.
-Increasing interest by hotel chains, restaurants and tour operators to invest more in
local sourcing.
-Limited capacities and skills of entrepreneurs to meet quality requirements of hotels,
restaurants and tour operators.
B. Objective of joint support
- Maximise the tourism industry’s positive impact on local producers and service
providers & entrepreneurs (e.g. agro-food, creative industries, services).
- LDCs able to take advantage of the complementary institutional and technical
strengths of the different SCTD/UN Agencies (ITC, UNWTO, UNCTAD, UNDP and ILO).

9. 3. Fostering the poverty reduction impact of tourism
Applying an integrated approach to developing sustainable & inclusive
business linkages
A. In-depth feasibility assessment identifying products and services currently sourced
from abroad by the tourism industry that could potentially be met by local supply.
B. Facilitate stakeholder meetings to identify business opportunities for the tourism
industry and how a demand-driven approach can link them with local producers.
C. Enhance supply capacity, consistency and quality characteristics of local products
and services to meet demand requirements of tourism industry and their customers.
D. Cross-cutting: Strengthen support services by trade and tourism support entities
and affected communities through the development of institutional capacities.

10. ASSESSMENT OF TOURISM VALUE CHAIN & SERVICE
PROVIDERS

11. PRO-POOR INCOME MAPPING
WsP: woman a significant proportion
WiM: Women in majority
EM: Ethnic minority

12. Linking agriculture to tourism markets
The Module on Agriculture illustrates possible interventions and
partnerships between agro products and the tourism industry .
Aim: To provide farmers and fishermen with the tools they need to assess the
tourism market, and buyers with the skills to develop sustainable partnerships with
local producers.
The target audience:
•Representatives of farmer community institutions
•Potential and existing private sector partners
•Government representatives involved in
the tourism sector or other related industries
•Local support organizations (NGOs)

13. Linking environmental management and climate change
to tourism markets
The Environment Management and climate change module shows how to
manage tourism developments optimally in terms of the environment.
Aim: To encourage governments, businesses, communities and people to ‘act locally
while thinking globally’. Information on efficient and effective energy use,
reduction in wastes, recycling and re-use and guidelines on
environmental management for eco-hospitality .
The target audience:
•Micro, small and medium-sized enterprises (MSME’s)
•Producer groups, governmental bodies
•Community institutions & NGOs
•Tourism industry (Tour operators, Hotels, Restaurants)

14. Linking artists to tourism markets
The artistic-cultural training module shows ways to develop local artistic and
cultural services and marketing these through the tourism value chain.
Aim: to develop and market local artistic and cultural services.
The target audience:
•Public sector offices
•Private sector associations
•NGOs supporting the artistic sector
•Artists’ associations/organizations
•Private tourism sector (Hotels, Tour operator)
•Individual artists

15. Linking handicraft to tourism markets
The Module on Handicraft products indicates ways for artisans on how to adapt
their products to international requirements (quality, trends, design…) and link their
products to tourist markets.
Aim: to increase the artisans’ income and to provide facilitators with the know-how to
develop sustainable business linkages between handicraft producers and the tourism
markets.
The target audience:
•Micro, small and medium-sized enterprises
(MSME’s)
•Producer groups and associations
•Governmental bodies
•NGOs supporting the craft sector

16. Linking hospitality to tourism markets
The Hospitality Management manual describes how the hospitality and catering
industry operates optimally to fulfil guest expectations and needs.
Aim: To establish an appealing and suitable teaching method for tourist
establishments in developing countries focus on typical gaps and barriers.
The target audience:
•Micro, small and medium-sized enterprises
(MSME’s)
•Community institutions and NGOs
•Tourism industry (Hotels, Restaurants)

17. Impact Measurement Tool
Tailor-made for the following sectors:
• Agro-food products
• Creative Industries
• Inclusive Tourism
Undertaken at 3 stages of the project:
• start, prior to project implementation (baseline)
• half-way to be able to take corrective actions
• completion of project in order to assess final
impact
Face to face interviews with beneficiary
households
Survey
A. Social indicators
B. Economic indicators
C. Community development
D. Project-specific information
(agriculture, textile or tourism
sector)

18. Social indicators:
- Housing situation
- Literacy and education
Economic indicators:
- Annual income
- Ownership of assets/livestock
Community development:
indicators:
- Nutrition
- Access to facilities (education, infrastructure,
health services)
-Membership of co-operatives
Product-specific information:
- Materials used and availability
- Environmental impact
Indicators

19. EXAMPLES OF APPLYING THE IMT -
RESULTS OF INCLUSIVE TOURISM PROJECT IN INDIA
SOCIAL INDICATORS: EDUCATION LEVEL – FAMILY MEMBERS
RESULTS: DECREASE IN ILLITERACY
37%
22%
11%
5% 5% 5%
10%
4%
2%
10%
47%
12%
8% 7% 5% 5% 5% 2%
50%
40%
30%
20%
10%
0%
Illiterate Basic
education
not
completed
High
school
completed
Pre-school High
school not
completed
Basic
education
completed
Literate University
completed
University
not
completed
% of total beneficiaries
Education level - family members
2005 2007

20. RESULTS: APPLYING THE IMT
ECONOMIC INDICATORS: FAMILY INCOME LEVEL
RESULTS: INCREASE OF HOUSEHOLDS INCOME
7%
32%
27%
11%
4% 3% 4%
1%
10%
6%
22%
39%
14%
6% 5%
2% 1%
6%
50%
40%
30%
20%
10%
0%
Up to 1/2
MS
1/2 - 1 MS 1 - 2 MS 2 - 3 MS 3 - 5 MS 5 - 10 MS More than
10 MS
No income Doesn't
know/No
answer
% of total households
Family income level
2005 2007 MS :minimum salary

21. learnt
• Economic sustainability:
• Focus on income generating backward linkages
• Create corporate linkages on local and international level to achieve
win-sin situation (Cruise ship companies, Hotel chains, etc.)
• Tap on existing tourism destinations
• Work only with commercially viable and already existing sectors
• Coordinated assistance by involving several UN agencies (SCTD)
• Use enhanced tourism supply capacity as spring board for exports