Unit 14: Responsible Tourism Good Practice For Craft Villages In Vietnam

UNIT 14.RESPONSIBLE TOURISM GOOD PRACTICE
FOR CRAFT VILLAGES IN VIETNAM
Picture source:
http://www.flickr.com/photos/nerdcoregirl/3609065883/sizes/m/in/photostream/

Unit outline
Objectives
By the end of this unit, participants will be able to:
• Understand the positive and negative
economic, environmental and social impacts of craft villages
in Vietnam and the benefits of responsible tourism
• Explain the importance of developing products for markets
and marketing them responsibly and ways to do so
• Explain the principles and practices in ensuring product
quality, innovation and competitiveness to ensure
commercial viability
• Explain issues of waste and pollution management in craft
villages and steps to minimise negative impacts
• Explain how to enhance participation and tourism
destination attractiveness through craft village co-operation
and co-ordination and development mechanisms
Topics
1. Overview of Craft Villages
and tourism in Vietnam
2. Developing product-
market links & marketing
responsibly
3. Ensuring product
quality, innovation &
competitiveness
4. Managing waste &
pollution
5. Effective co-operation &
co-ordination
6. Responsible craft village
destination development

TOPIC 1. OVERVIEW OF CRAFT
VILLAGES AND TOURISM IN VIETNAM
RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM
Picture source:
http://t0.gstatic.com/images?q=tbn:ANd9GcQ9HAJdxte3mLSZ1W7Br5hXbhxm1BWkSCzrtZ3pot5kqkyU5jW6

Craft villages in Vietnam
• > 30 % of households
participating in craft
activities
• Legally operate for at
least 2 years
• 2 types - traditional and
new craft villages
• 2017 craft villages
estimated in 2007 Source: Mahanty, S, Dang, T & Hai, P. 2012, ‘Crafting sustainability: managing water
pollution in Viet Nam’s craft villages,’ Development Policy Centre Discussion Paper
20, Crawford School of Public Policy, The Australian National
University, Canberra, Australia

Vietnam’s 12 categories of handicraft products
Picture sources:
http://t3.gstatic.com/images?q=tbn:ANd9GcQyVfnymaeLpoQPqNEkBpi3ms49unjBgBqSW9uKt37JbGxp5Rmt; http://imagevietnam.vnanet.vn/Upload//2012/8/28/28-8TNDP4BaoAnh2882012104754928.jpg;
http://ictpress.vn/uploads/imagecache/center-image/dsc_7456.jpg; http://www.dunghangviet.vn/uploads/content/2012-09-15.07.31.01-gomssu.jpg
Identify the
handicrafts!

Picture sources:
http://farm4.staticflickr.com/3205/3123924949_2296a7837c_z.jpg; http://imagevietnam.vnanet.vn/Upload//2011/4/21/21-4TNDP09N421.jpg;
http://dulichtaybac.net/images/stories/anhbaiviet/baiviet/dt_22720101447_nghia-an2-20121016123811.jpg;
http://www.nguhanhson.danang.gov.vn/Portals/0/Images/1.Tintuc_sukien/3.Vanhoa_Xahoi/2013/130926-lang%20da%201.jpg
Identify the
handicrafts!
7.

Picture sources:
http://sohanews2.vcmedia.vn/2013/1363650840031.jpg; http://www.ellaviet.com/Uploads/Images/LANGNGHE/ThanhTien.jpg; http://www.sggp.org.vn/dataimages/original/2009/03/images281986_image001.jpg;
http://dancotravel.net/UserFiles/image/Cam-nang-du-lich/Cam-nang-du-lich-sapa/1304914053_sapa-13.jpg
Identify the
handicrafts!

The importance of craft villages…
…to the nation
• Addresses rural poverty &
helps counter rural-urban
income gaps and migration
• Fosters rural
industrialisation and
modernisation & increases
national and local budgets
…to the community
• Provides jobs and income
during off-crop seasons
• Improves quality of life for
local people
• Enables the continued
expression of artforms

Did you know….?
Craft villages generate jobs for
1.5 million people, of which
60% are women, with most
jobs located in rural areas
where employment is needed
most
Vietnam’s handicrafts
are exported to > 100
nations and generate
export revenue of about
US$ 2.8 billion
Source: Cong, T. 2012, ‘Handicraft sector told to refresh itself’, TalkVietnam, Available [online]:
www.talkvietnam.com/2012/10/handicraft-sector-told-to-refresh-itself/, Accessed: 14/08/2013

• Crafts use accessible
skills and resources
• Crafts can support
other sources of
income
• Crafts can fill
employment gaps
• Crafts are accessible to people with limited formal
education
Crafts foster employment for the poor
Picture source:
http://www.flickr.com/photos/ag_gilmore/8177441079/

• Crafts are based on
traditional skills
• Other sources of income
can be limited
• It is estimated craft
workers have an income
60% higher than the average income of other rural
people
Crafts increase income for the poor

• Crafts are based upon
traditional forms of art
• Commercial craft
production helps preserve
cultural heritage
• Crafts help create national
pride and inspiration
Crafts help preserve cultural heritage
Picture source:
http://commons.wikimedia.org/wiki/File:A_silk_and_painting_shop_in_Hoi_An.jpg

• Crafts act as mementos
or souvenirs that connect
people to a place
• Craft villages provide
enriching cultural learning
experiences for tourists
• Craft villages create
opportunities for other
businesses to develop and improve local
infrastructure and services
Crafts and craft villages create good consumer
products and destinations
Picture source:
http://commons.wikimedia.org/wiki/File:An_aged_woman_wearing_traditional_Vietnamese_clothes,_selling_fictile_craft_souvenirs_in_one_of_Hoi_An_Ancient_Town_streets.jpg

Why handicrafts are the ultimate souvenirs!
HANDICRAFT
Handicrafts use a special
mix of design, materials
and production making
them unique to a
people and place
Tourists want souvenirs
that give a physical
reminder of a
place, people or
experience

• Craft skills can be passed
through families and
communities over
generations
• Competition can help
create greater cohesion
amongst craft families and
communities
Crafts can help foster social cohesion
Picture source:
http://commons.wikimedia.org/wiki/File:Black_H'mong_family_%E2%80%93_Grandmother,_mother,_grandson-_Sapa_Vietnam.JPG

Picture source:
http://www.dulichnamchau.vn/wp-content/uploads/lang-nghe-lao-cai.jpg
The evolution of the handicrafts sector in Sapa
Before 1994 1995 - 2000 After 2000
• Unknown
• Few villagers
maintain these
traditional skills
• Start engaging in
tourism industry
• More villagers
involved
• Crafts develop strongly
• More than 10 villages
involved in making
handicrafts
• Handicrafts exported
• Villages begin
attracting tourists

Major challenges of the crafts sector
in sustainability 1/3
Overreliance
on tourism
professional
Limited
development
Loss of
authenticity
Picture sources:
Pixabay, http://pixabay.com/; http://www.flickr.com/photos/archer10/4331192254/

Picture sources:
Pixabay, http://pixabay.com/; http://commons.wikimedia.org/wiki/File:Beggar_Japan_Man.svg;
!design rights
and benefits
limited
Threats of sector
stagnation waste and
pollution
MINE
YOURS

Depletionof natural resources
commodification
of culture
Others??
Picture source:
Pixabay, www.pixabay.com

Adopting a responsible tourism approach to
improve craft village sustainability
Responsible tourism balances the needs of the
consumer, supplier, community and environment
Minimises negative
economic social &
environmental
impacts
Creates greater
economic benefits
for local people
Promotes greater
local participation
Helps conserve
natural and
cultural resources
Creates more
attractive and
commercially
viable products
(and destinations)

Application of responsible tourism
in craft villages
Developing product-
market links & marketing
responsibly
Ensuring product
quality, innovation &
competitiveness
Managing craft
waste & pollution
Effective co-
operation & co-
ordination
Responsible craft
village destination
development
Topic 2 & 3
Topic 4
Topic 5
Topic 6
Topic 7

Benefits of adopting a responsible tourism
approach in craft villages
Greater ownership
& accountability
Maintenance of
cultural integrity
and pride
Empowerment of
local residents
Enhanced
experiences for
tourists & consumer
Enhanced
appreciation of
contribution of
tourism to cultural
preservation

TOPIC 2. DEVELOPING PRODUCT-MARKET
LINKS & MARKETING RESPONSIBLY
Picture source:
http://chogombattrang.vn/upload/user/hieunt/news/du-lich-bat-trang-www.chogombattrang.vn.jpg

What do we mean by product-market links?
• A product is the finished craft
that is available for sale to
consumers
• Vietnam has 12 craft products
groups
• Markets are the end consumers
who buy the products
• Markets can be domestic
or international (export)
• Markets can be further
defined into market segments
MARKET
PRODUCTS
Picture source:

• Not all markets may be interested
in the same product/s
• Consumers have different needs
in product design, form, and
function
• Consumers have different budgets
• Expectations / requirements of
product quality can also vary
Why do we need to match products to
markets?
Picture source:

Different markets want different product
characteristics
RED
COLOUR
LOW
QUALITY
HIGH
QUALITY
BLUE
COLOUR
SIMPLE
DESIGN
COMPLEX
DESIGN
GREEN
COLOUR
MARKET A
MARKET B
MARKET C

Additional considerations for developing
commercially viable products
COMPETITION
Market
trends
positioning
market
sizemarket
Up? Down?
How many consumers?
How do we compare?
How are we different?

Benefits of product-market matching
• Better meets consumer
needs making them more
commercially viable and
economically sustainable
• More likely to have reliable
sales which better secures
incomes
 Meet specific target
market needs
 Priced to meet the
budget of the target
market
 Ensures producers obtain
sufficient profit
 Takes better advantage of
market opportunities
 Plans for market risks
including those of
competitors
Picture source:

BUILDING
STRONG
PRODUCT-
MARKET
LINKS
2. Develop
products using
a market &
competitor
analysis
3. Strengthen
products by
reviewing &
improving
business
linkages
4. Continually
improve
products based
on feedback
1. Base
products on a
value chain
analysis
Principles of good practice in building strong
product-market links

Principle 1. Build high value products based on
a value chain analysis
• Understand the activities that
are performed (add “value”) to
develop the craft product
• Used to strengthen products by
examining actors and linkages and
finding ways to strengthen or
improve activities
• Quantification used to understand value, for example:
– Number of the different actors (companies or workforce)
– Product quantities sold by different actors
(products or turnover)
– Number of persons employed, gender ratios etc
• Analysis generally requires specific skills and experience
http://cityinsight.vn/data/images/uploads/2013/10/van-phuc-silk-handicraft-village-hanoi-one-day-tour-1.jpg

Steps to conduct a value chain analysis
COLLECT
DATA
ANALYSE
DATA
Opportunities
&
constraints
Mapping
actors, functio
ns &
relationships
End market
analysis
VET FINDINGS
/ DEVELOP
ACTION PLAN

Example of typical handicrafts value chain
After the value chain is
developed, it is possible to
identify challenges at
different stages of the value
chain. Based on the
analysis, a range of
solutions can be developed
and implemented such as :
technical skills
training, gender equality
and entrepreneurship
development, access to
business support services
and finance, access to
markets, and strengthening
of craft cooperatives.
Source: UNWomen, http://www.unwomen.org/mdgf/B/VietNam_B.html

Calculating product economic value
• Requires assessing market prices at different levels of the
value chain
• How much money is spent on raw material, what is the
producer price and what are wholesale and retail prices?
• An example of a handicraft value chain is below:
Raw material
$0.5/handicraft
Handicraft
production
$0.9/handicraft
Middlemen –
marketing
$1.0/handicraft
Retail market
$1.1/handicraft
Consumer
Total value of product is price
paid by consumer ($1.1)
Source: International Trade Centre 2012, Inclusive tourism: Linking the
handicraft sector to tourism markets, ITC, Geneva, Switzerland

Assessing opportunities and constraints for
pro-poor benefit
OPPORTUNITY ANALYSIS CONSTRAINTS ANALYSIS
• Is there any particular demand for a certain kind of
handicrafts expressed by traders?
• What kind of higher value handicraft products are
appreciated by tourists?
• Are there any particular product qualities which are in
high demand?
• How will the tourism sector change in the country in the
near future?
• What tourism trends are pushed by local and
international stakeholders?
• What possibilities are there to substitute imported
products?
• Are there any possibilities for new product development?
• What market channels can be developed further?
• What kind of raw material can be used in addition?
• Can poor people be helped to upgrade their production?
• Can poor people take over additional functions in the
value chain?
• What constraints need to be overcome in order to be
able to make use of the market opportunities?
• What other constraints do not allow craftsmen to receive
a higher price paid by the tourists and to increase their
income?
• To what extent does the product quality need to be
improved in order to increase sales?
• What kind of skills and knowledge are missing?
• Is the raw material supply sufficient?
• Are the technologies and equipment used appropriate?
• How can productivity be increased?
• Are there any particular transport problems?
• How is the relationship between traders and raw material
suppliers?
Source: International Trade Centre 2012, Inclusive tourism: Linking the handicraft sector to tourism markets, ITC, Geneva, Switzerland

Principle 2. Develop products using a market
and competitor analysis
• Confirms demand and positioning
of current craft products
• Identifies opportunities for current
or new products with current or
new markets
• Allows craft organisations to
understand and eliminate threats
and challenges and pursue the
strongest opportunities
COMPONENTS OF A
MARKET ANALYSIS
• Market
characteristics
• Input supply
• Technology /
product
development
• Management &
organisation
• Policy framework
• Finance

Overview of key elements of a market analysis
Industry
overview
Current size, historic growth rate, trends and other
characteristics such as life cycle stage, projected growth rate
Target market
analysis
Critical needs of consumers, demographics, location,
seasonal or cyclical purchasing trends, size of the primary
target market, annual purchases made, forecast growth,
anticipated market share, pricing structure, gross margin
levels, promotional offers planned etc
Competitor
analysis
Competitor market share, importance of target market to
competitors, indirect or secondary competitors
Regulatory
restrictions
Customer or governmental regulatory requirements affecting
business, operational or cost impacts for compliance

Considerations in a competitor analysis
COMPETITOR
TYPE/S OF
CRAFTS PRODUCED
TARGET
MARKET
PRODUCT
FEATURES
QUALITY
PRICING
DISTRIBUTION
Picture source:

Principle 3. Strengthen products by reviewing
and improving business linkages
• Forward linkages
– Identify opportunities and / or
gaps
– Develop forums
– Complement existing linkages
with new ones
• Backward linkages
– Solidify access to sufficient raw
materials / quality inputs at
reasonable prices
HANDICRAFT
COOPERATIVE
RETAIL
SHOP
RAW
MATERIAL
SUPPLIERS
Forward linkages
Backward linkages

Principle 4. Continually improve products
based on feedback
• Markets needs and wants are continually
changing based upon social, cultural and
economic influences
• Crafts need to stay informed about what
the market wants in order to remain viable
in the long term
• Feedback helps us understand the WHY
behind what people are doing:
Why are people
buying her
handicraft much
more than mine?
Why do most
customers only buy one
handicraft and not
two?
How can I get
more men to
buy my
handicrafts?
Picture source:

Benefits of gaining customer feedback
Guides better
business decisions
Identifies ‘at risk’
customers
Stop problems
reoccurring

Three simple ways to get customer feedback
Talk to customers if you
are selling your handicrafts
directly in the village. If
not, ask your retailers to
ask some simple questions
about what they like and
dislike about the
handicrafts.
Conduct a focus group
session with
retailers, tour
operators, hotels and
other sellers of your
crafts to get their
opinions on your
products.
Conduct a survey with
the help of partner
retailers. Consider
talking to a local college
or university to see if
they can provide some
students to help as a part
of their course.

TOPIC 3. IMPLEMENTING
EFFECTIVE, AUTHENTIC & RESPONSIBLE
MARKETING
Picture source:
http://www.flickr.com/photos/vanmarcianoart/6076488268/

What is the issue?
• Poor marketing of cultural
products can result in loss of
meaning and significance
• Poor marketing and
communication in craft village
tourism destinations can result
in cultural conflict and erosion
of cultural integrity
• Sensitively marketed
handicrafts and craft village
tourism destinations can
promote cross-cultural
understanding and respect
This bowl was produced by the
Black Hmong Women’s
Cooperative. The design uses
traditional patterns that date
back hundreds of years. 5% of
all sales support community
projects.
Picture sources:
Pixabay, http://pixabay.com/

Benefits of marketing authentically and
responsibly
Builds relationships
between handicraft
producers and consumers
Builds handicraft brand
recognition
Builds cross-cultural
understanding and
respect
Creates more appealing
and interesting products
Can result in increased
sales if handicraft is Fair
Trade certified

EFFECTIVE,
AUTHENTIC &
RESPONSIBLE
MARKETING
OF CRAFTS
2. Develop a
brand that
reflects cultural
and community
values
3. Implement
creative
promotional
strategies
4. Raise
awareness and
appreciation of
cultural
heritage
1. Market
strategically
Principles of effective, authentic and
responsible marketing in crafts

Principle 1. Market craft products and
destinations strategically
Develop a marketing plan that:
• Specifies a long term vision
with clear objectives
• Identifies key target markets,
market strengths, weaknesses,
opportunities and threats
• Identifies the products, promotional
strategies, distribution channels, and pricing
• Contains an action plan that is budgeted, time bound
and assigns responsibilities

Inclusions of a marketing plan
Vision Communicates both the purpose and values of the organisation
Objectives Define what you want to accomplish through your marketing activities. Objectives should be SMART (Specific, Measurable,
Achievable, Realistic and Timely). Should be consistent with the priorities of the organisation.
Target
markets
Identify and analyse key target markets. How big is the overall market? How rapidly is it growing? And what is the consumer
profile (e.g. age, gender, location, marital status, income, customer’s interests, hobbies, values, attitudes behaviours,
lifestyle, etc).
SWOT
analysis
Identify the organisation’s internal strengths and weaknesses and the external opportunities and threats. The results guide
action plan development. Strengths (e.g. cost advantages, financial resources, customer loyalty, wide recognition for social
responsibility), Weaknesses (need for experienced managers, inadequate financing, weak market image), Opportunities (e.g.
growing demand for quality, enter new markets), Threats (e.g. changing buyer tastes, new competitors, adverse
government policies)
Products The mix of all the features, advantages, and benefits that the products offer to target markets (e.g. the core benefit of the
products, additional features, and non-tangible benefits such as warranties, delivery)
Promotions The promotional activities that communicate the benefits of the products to the target market to persuade them to make a
purchase. Can include direct marketing, advertising, personal selling, sales promotions etc.
Distribution Where the sales are to be made and how the products will be distributed (e.g. channels of distribution, extent of market
coverage, transportation and logistics). Should identify all key intermediaries (Retailers, wholesalers, agents and brokers)
Pricing Price relates to the pricing strategy of your products or services. Pricing strategies include: Premium Pricing (e.g. high prices
charged for luxury products), Penetration Pricing (where a lower price is set than the general market in order to increase
sales and market share), Skimming Pricing (setting a high initial price relative to the prices of competing products and then
lower the price over time), and Competition Pricing (setting prices in comparison with your competitors)
Action plan Activities that will take place to meet each objective. Informed by the SWOT analysis. Budgeted, time bound and assigns
responsibilities.

Principle 2. Develop a brand that reflects
cultural and community values
• Branding aims to build market
presence
• Should be connected to quality
• Brand should be sympathetic to the
culture of the community
• Follow a brand development
process that identifies product
attributes, benefits, and a brand “DNA”
• Physically represent the brand through the
development of a slogan, logo and label
Picture source:
http://www.flickr.com/photos/fischerfotos/7447237212/

The brand pyramid
• How the experience will satisfy
Emotional
benefit
• Summarises the emotional need of the
consumer
Consumer benefit
• Summarises the tangible
experience – what do the
attributes give the consumer?
Functional benefit
• The most desirable /
differentiated tangible
assets of the product
Product attributes
DNA: Phrase that captures the
soul of the brand

Principle 3. Implement creative promotional
strategies
• Promotion is required to get
the craft product from the
producers to the consumers
• Promotion can be a costly
endeavour, so low cost,
innovative strategies are important
• Methods can include print material, web
presence, working with media, and direct promotion
Picture source:

Practical promotional strategies
Develop
Tags &
stickers
print
material
Develop &
distribute
a range of
Develop a
village display
centre
Participate in
trade fairs & events
Develop stories for the
local media
Door
local
businesses
knock
Picture source:

Tips for communicating
marketing messages effectively
• Be clear and direct
• Speak to the target market/s
• Convey features and benefits
• Use every-day language
• Have a strong storyline
• Speak to people’s emotions
• Explain where & how to purchase
• Incorporate photos / images

Principle 4. Raise awareness and appreciation
of cultural heritage
• Crafts provide
an opportunity to promote
culture and enhance cultural
understanding
• A lack of cultural understanding
can result in mistrust and
offensive behaviour
• Improve cultural understanding by:
A. Raising awareness through a destination code of conduct
B. Informing consumers / tourists in promotional material
C. Communicating “pro-poor” messages

A. Developing a visitor code of conduct for craft
village tourism destinations
• “Soft management” tool for tourism
destinations
• Visitors asked to follow appropriate
behaviour to respect the local
culture, protect the environment, and
support the local economy
• Dissemination through
signs, brochures, destination website (if
available), tour guides, information
packs
Picture source:
http://luangprabang-tourism.blogspot.com/2010/07/dos-and-donts-in-laos.html
EDUCATE
INFLUENCE

Example of a visitor code of conduct 1/2
Source: VNAT, Do’s and Don'ts in Vietnam for Community-based Tourists, VNAT, Vietnam

Example of a visitor code of conduct 2/2
Source: VNAT, Do’s and Don'ts in Vietnam for Community-based Tourists, VNAT, Vietnam

Environmental issues to consider
in a code of conduct
Picture sources: http://www.flickr.com/photos/superciliousness/15175142/sizes/n/in/photostream/; http://www.flickr.com/photos/photosofsrilanka/4268169172/; http://www.flickr.com/photos/goron/67076452/;
http://www.flickr.com/photos/klachi6/7141668687/; http://commons.wikimedia.org/wiki/File:Hiking_at_highest_peak_in_Kosova_-_Gjeravica.JPG; http://www.flickr.com/photos/markturner/3460610476/
Following walking trails, driving in
natural areas, boating…Litter
Large tour groups
Watching wildlifeNoise
Picking a flower
How can
these
become an
issue?

Social issues to consider
How can
these
become
an issue?
Picture sources:
http://commons.wikimedia.org/wiki/File:Young_woman_at_Waikiki_Beach.jpg;
http://www.flickr.com/photos/tracy77/1038537421/; http://en.wikipedia.org/wiki/Tourist_sign; http://www.flickr.com/photos/nogoodreason/3355665500/;
http://commons.wikimedia.org/wiki/File:Annie_Lin_taking_a_photo_at_the_Wikimedia_Foundation_office,_2010-10-25.jpg;
http://commons.wikimedia.org/wiki/File:Beach_from_Le_Royal_M%C3%A9ridien_Beach_Resort_and_Spa_in_Dubai_2.jpg;
Villagers making a living from tourism
Foreign languages
Dressing like at home
Photographing the locals Coastal resorts
Expansion of
international
food & culture

Economic issues to consider
Picture sources:
http://commons.wikimedia.org/wiki/File:Boy_begging_in_Agra.jpg; http://www.flickr.com/photos/jason_weemin/3031278325/; http://en.wikipedia.org/wiki/List_of_countries_with_KFC_franchises;
http://www.flickr.com/photos/da5ide/795541154/; http://www.flickr.com/photos/davidstanleytravel/8590204805/
How can
these
become
an issue?
Giving to beggars Extreme bargaining
Patronising foreign owned restaurants Paying unfair salaries and rates to local suppliers
Patronising foreign owned hotels

The responsibility of visitors in local tourism
destinations
As a visitor I agree to:
Help the local economy by…
• Using accredited operators
• Buying locally made souvenirs
• Eating at local restaurants
• Staying in locally-owned places
• Purchasing fair trade products
• Supporting responsible tourism
operators..
Help the local environment by…
• Not littering
• Avoiding excessive waste
• Leaving nature as it is
• Not disturbing wildlife
• Putting out cigarettes properly
• Carbon offseting
• Saving energy
• Not purchasing or eating endangered species…
Help the local people by…
• Being considerate of the communities I
visit
• Donating via reputable institutions
• Not giving money to children and
beggars
• Respecting cultural difference
• Not supporting the illegal drug or sex
trade
• Using responsible travel providers
• Using operators with responsible
tourism policies.
Picture sources:

B. Communicating cultural significance and
understanding in promotional material
• Develop interesting stories about
the cultural significance of the
craft products and destination
• Connections help drive visitation
and sales
• Integrate stories across all
promotional material
WHERE?
 Brochures
 Websites
 Flyers
 Email signature
 Business cards
 Labels
 Others?

Topics to discuss when promoting cultural
products and destinations
• People
• History
• Culture
• Geography
• Production methods
• Traditional use
• Design significance
• Materials
DESTINATIONS
PRODUCTS
Picture sources:

C. Communicating “pro-poor” messages
• “Pro-poor” tourism refers to tourism
strategies developed to help alleviate
poverty
• Includes craft products developed by local
villagers and cooperatives
• Pro-poor messages are explanations about
how the purchase of the craft product or
visiting the craft village destination will help
alleviate local poverty
• The extent to which sales contributes to
poverty reduction should be made clear
• Pro-poor messages can lead to increased
sales from consumers with a social
conscience
HOW?
• Product labels
• Product
stickers
• Brochures
• Websites
• Others?

Example of effective promotion of
sustainability activities: Joma Café, Hanoi
Pro-poor
message

TOPIC 4. ENSURING PRODUCT
QUALITY, INNOVATION & COMPETITIVENESS
Picture source:
http://www.flickr.com/photos/marfis75/404877169/

What is the issue?
• Commercially viable craft products
must be based on product
development best practice to
ensure commercial viability
• Adding a responsible tourism
component means that products
must also be environmentally and socially sustainable
• To achieve commercial viability, responsible craft products
must meet market needs, be innovative, and maintain
cultural authenticity
Picture source:
http://www.flickr.com/photos/jepoirrier/6053558665/

The key requirements of commercially viable
and responsible craft products
• Based on market needs
• Connect to market segments
• Cater to more than one market
• Consider market positioning
• Consider competitors in positioning and pricing

Understanding and meeting end user
requirements of craft products
Product sizeColour
preferences
Type of
materials used
Additional
functional
requirements
Core functional
requirements
Product weight
+ Innovative /
contemporary
design features
+ Cultural
authenticity, meaning and
significance
Picture sources:

Benefits of developing high quality, innovative
and competitive craft products
Sustain higher prices
Relevant to a broader range of consumers
Differentiation
Use stronger, more durable materials
Blend contemporary & traditional design

HIGH
QUALITY, INNOVATI
VE & COMPETITIVE
CRAFTS
1. Develop
unique &
innovative
designs
2. Pursue
practical options
for support &
capacity building
3. Aim for quality
Principles of developing high quality, innovative
and competitive craft products

Principle 1: Develop unique & innovative
designs
• Attractive and marketable
crafts are based on good
design
• Design can relate to:
– Creating new products
– Redesigning existing products
– Exploring new or old markets
– Applying traditional skills for new
opportunities
– Using new materials, processes, tools and technologies
Picture source:
http://www.flickr.com/photos/runran/6885362990/

Design elements consumers are looking for in
handicrafts
Cultural values
Picture source:

Principle 2: Pursue practical options for support
and capacity building
• Craft producers often know the
importance of developing
quality, competitive products but
don’t know what to do
• Practical options for support,
advice and capacity building
can come from:
– NGOs and Government
– Industry / Private sector
Have an intimate
understanding of
their customers
Are more
aware of
global fashion
and trends
Have access to
technology
and
information
resources
PRIVATE
SECTOR

How government and NGOs can support and
build capacity of craft producers
Co-operatives can…
…contact relevant
government
authorities to find
out about free and
low cost training
opportunities
…set aside a percentage
of earnings to fund
sending a designer to a
training course
…research and
contact NGOs
working in the crafts
sector and discuss
opportunities for
gaining their support

How industry can support and build capacity of
craft producers
PRIVATE
SECTOR
CAPACITY
BUILDING
Training
Informati
on
resource
s
Mentori
ng
Network
s

Principle 3: Aim for design quality
• Quality is important to help
maintain customer
satisfaction and loyalty and
to reduce the risk of faulty
goods
• Quality products are
important in building long-
term revenue and profitability
• Quality products can also support higher pricing
• A strong reputation for quality can also be a
differentiator in competitive markets
Picture source:
http://www.flickr.com/photos/runran/6885362990/

4 simple ways to ensure production of good
quality craft products
Raw material type
Production checks
Final product quality
control checks
Raw material supply
Picture sources:
http://en.wikipedia.org/wiki/Vietnamese_Water_puppets
http://www.pixabay.com
http://www.flickr.com/photos/ag_gilmore/8177441079/
http://www.flickr.com/photos/usdagov/5216079185/

Example: Ensuring quality brocade
products in Ha Giang
The H’mong women’s weaver’s co-operative of some 100 H’mong female
weavers has developed new brocade designs based on their traditional
weaving practice with the assistance of the French NGO, Batik International.
The co-operative produces more than 120 different
types of products of high quality that are supplied to
high value markets such as resorts, large hotels and
craft shops in Hanoi and overseas.
Before the craft products are delivered to buyers they
are carefully checked by a senior master weaver and
the chairwoman of the co-operative. In order to keep up with consumer
demand and trends and introduce the traditional brocade to new markets the
chairwoman travels to craft trade markets both nationally and internationally.

TOPIC 5. MANAGING
CRAFT WASTE AND POLLUTION
Picture source:
http://www.flickr.com/photos/notsogoodphotography/4547807568/

What is the issue?
• Almost all craft enterprises and villages in Vietnam are
releasing untreated waste, which is seriously polluting and
degrading the environment
• The discharge of untreated pollutants into the environment
causes pollution of ground and surface water resulting in
degradation of the natural environment and impacts on
human health
Silk and textile
production release large
volumes of waste water
which contain high levels
of chemicals
Production of metal
products releases lower
volumes of waste
water, but with higher
levels of toxicity

Handicraft related
environmental impacts in villages
CRAFT
WASTE
AIR WATER SOLID OTHERS
Textile & dyeing,
silk & leather
tanning
Dust & chemical
pollutants
Biological & chemical
(dyes, bleaches),
contaminants, heavy
metals from tanning
Cinders &
textile scraps;
unsafe chemical
containers
Localised
heat &
humidity
Ceramics Dust & chemical
pollutants
Biological waste, oils &
dye chemicals
Coal ash & other
solid waste
Heat
Lacquer, stone
engraving
Dust and chemical
pollutants from
solvents
Biological waste, oils
and dye chemicals
Solid waste
Stone processing Dust & other chemical
pollutants
Chemical pollutants Coal ash, small
stone scraps
Heat, noise,
exposure to
vibration

Causes of excessive and harmful waste
in crafts sector
• Excessive waste can be caused
by incorrect material storage
and handling, overestimation of
material requirements, excessive
product packaging, and use of
one-off disposable products
• Waste that is harmful to the environment
and people is often the result of the use of toxic
products in production or alternatively production
by-products
Picture source:
http://www.flickr.com/photos/notsogoodphotography/4547807568/

Impacts of craft pollution on the
health of the community
A study of the Red River region conducted by the Korean
Environment Institute (KEI) and the World Bank found:
Source: Ministry of Natural Resources and the Environment 2008,
Environment report of Vietnam, 2008: Craft village environment' /
'Bao Cao Moi Truong Quoc Gia 2008: Moi Truong Lang Nghe Viet Nam,
MONRE, Hanoi, Vietnam
“Craft village residents
report higher levels of eye,
intestinal and skin disease,
and respiratory conditions
than people from other
villages”
“The life expectancy
of craft villagers is
reported to be 10 years
shorter than the
national average” “Cancer is more
common in craft villages
engaged in plastic, lead
and metal recycling”

Benefits of effective waste management and
treatment
protects
natural resources
for sustainable long term harvesting
from waste disposal
fees, more effective
purchasing decisions & fine
avoidance
saves money
less
drinking & agricultural water
contaminated
reduces illness and improves
quality of life
Picture sources:

MANAGING
WASTE
1. Implement
the 3R’s
2. Promote
collective
action
3. Upgrade
technology
4. Transition
to natural
products
Principles of good practice in
managing waste in crafts
+ Government
actions

Principle 1. Implement the 3R’s
For any operation the first step to minimise waste is to
implement the 3R’s: Reduce, Reuse, Recycle
Reduce
• Reduce single-use and
disposable products
• Reduce products with excessive
packaging
• Buy in bulk (also saves money)
• Choose concentrated products
or refillable containers
• Plan raw material requirements
according to seasonal
requirements
Reuse
• Repair instead of replace
• Choose well made durable
items (cheaper in long term)
• Sell, donate or gift unwanted
equipment or appliances
• Reuse containers and jars for
other uses
• Where possible consider using
recycled materials as
components of craft products
Recycle
• Sell broken products to repair
services who can resell
• Buy products made from
recycled material or recyclable
packaging
• Separate glass, hard
plastics, aluminium, steel, and
paper and sell to recycling
collectors

Conducting a walk through waste audit
Process:
1. Create audit checklist for waste
facilities and processes
2. Survey product procurement use
and waste disposal systems using
observation and measurements to
complete the audit checklist
3. Take notes of any outstanding
questions or areas that need
follow-up information or expertise
OBJECTIVES
• Identify current types and
volumes of waste
• Distinguish sources of waste
• Identify poor practices in
procurement of goods and
waste disposal
• Identify potential savings
and low cost or no cost
improvements
• Identify potential longer-
term capital improvements

Principle 2. Work with others to promote
collective action
• Small and family based craft
enterprises have limited access
to capital for waste
management technology
• By joining together craft
enterprises can create
economies of scale and gain
better access to waste management technology
• Co-operatives can also pool finances and are more
eligible for government loans
Picture source:
http://en.wikipedia.org/wiki/Industrial_wastewater_treatment

Government policies on credit to support SMEs
and non-farming jobs
Decision
193/2001/QD-TTG
Calls for the establishment
of a SME Credit Guarantee
Fund
Direction
84/2002/TT-BTC
Provides guided financial
support for the
development of rural non-
farming jobs

Principle 3. Upgrade craft production
technology
• Many craft enterprises use
old technology that is more
than 50 years old
• Old, low-cost and inefficient
technologies are a primary
cause of pollution in craft
villages
• Inefficient machinery
contributes to pollution as more inputs and waste
are associated with each unit of production
Source:
Mahanty, S, Dan, T & Hai, P 2012, ‘Crafting sustainability: managing water pollution in Viet Nam’s craft villages,’ Development
Policy Centre Discussion Paper 20, Crawford School of Public Policy, The Australian National University, Canberra
This paper processing machine is
from the 1960s and is still in use in
Phong Khe

Principle 4. Transition to natural products
• Some crafts involve the use of
toxic chemicals which can affect
the health of the environment
and the community if not treated
• Natural products can reduce
these impacts when waste
treatment technology is inaccessible
• Natural products are also in demand from consumers
meaning an increase in price doesn’t need to affect
sales
• Using natural products can also be an effective
differentiator from the competition
Picture source:
http://en.wikipedia.org/wiki/Natural_dye

Practical solutions for authorities to minimise
excessive and harmful waste
EIAs
planning
land use
infrastructure
waste management
CAPACITY
BUILDING
raising
awareness
incentives
PENALTIES and

TOPIC 6. EFFECTIVE CO-OPERATION &
CO-ORDINATION IN CRAFT VILLAGES
Picture source:
http://www.flickr.com/photos/atoll/182853364/

What is the issue?
• Many handicraft operations in
Vietnam are home-based and not
formally registered
• Whilst workers in such family
businesses might receive a career,
income and family-based social
support, the informal nature:
– Restricts businesses’ ability to upscale
– Restricts business’ access to government support
– Restricts workers’ access to decent working conditions
Picture source:
http://pixabay.com/en/weaving-woman-vietnam-ethnic-art-271075/

Using co-operatives for effective co-operation
and co-ordination in crafts
• Groups families or individuals
that come together for a
common business purpose
• Must contain 3 or more individuals
• Members contribute assets and
work together to create jobs and
benefits
• Based upon mutual responsibility
• Regulated by Decree No. 151 / 2007 / ND-CP (10/10/2007)
• Certified by People's Committee of Communes, Wards &
Towns
Picture source:
http://www.flickr.com/photos/atoll/182853364/

Benefits of co-operatives
• Upscale supply
potential
• Strengthen market
positions
• Regular supply and
quality control
• Improved access to
training
• Improved government,
business and NGO
dialogue & support
• Improved working
conditions
• Stronger marketing
activities
• Greater access to finance


Stop - check
• Before starting a new
co-operative check no other
such groups already exist.
• It can be counter-productive
to have too many groups in
one community performing
similar functions.
• Only proceed if there are no
such organisations or
alternatively if the capacity,
cohesiveness and profitability of the
existing organisations is insufficient.
Picture sources:

CO-OPERATIVE
PLANNING &
MANAGEMENT
1. Ensure
stakeholder
support &
participation
2. Develop an
effective
organisational
structure
3. Establish
good
recruitment &
employment
conditions
4. Implement
effective
finance
management
systems
5. Implement
business
planning
6. Monitor
outcomes and
continually
improve
Principles of good practice in co-operative
planning & management in crafts

Principle 1. Ensure stakeholder support and
participation
• Stakeholder support is important
because crafts have a range of
positive and negative impacts and
the interests of all must be
considered
• Stakeholder participation is
important because good co-
operatives are based upon achieving
a common business purpose through
mutual co-operation and
responsibility
• Moreover, participation best utilises
the full range of skills available
BENEFITS
• Members achieve
results more
efficiently and
effectively
• Benefits of
membership are
spread more widely
and fairly

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.

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

Three simple ways to encourage support and
participation when forming a co-operative
Involve all stakeholders in
the co-operative formation
process and obtain
stakeholder input into
identifying the scope, aims
and objectives,
organisation and roles and
responsibilities
Make information from
meetings accessible so
all members can
contribute to
it, comment on
it, criticise it and revise
it
Promote open
communication. An
intermediary or facilitator
can help bridge
stakeholder differences
and create an
atmosphere for
constructive dialogue

Principle 2. Develop an effective organisational
management board
• Co-operatives are legally owned
by the members who elect a
board of management to make
decisions and formulate plans
or policy for the co-operative
• Because co-operatives are
member
organisations, directors must
make decisions that are based
not only on what is most
profitable, but also on the
needs of the members
TYPICAL DUTIES OF CO-OPERATIVE
BOARD OF DIRECTORS
• Develop guidelines to control
business activities
• Appointment, supervision and
removal of employees
• Calling of special meetings
• Approval of general business
arrangements
• Settlement of arrangements for
handling funds
• Attending and participating in
general meetings
• Actively keep members informed
of business activities and
problems

The pillars of good governance in co-operative
management boards
ACCOUNTABILITY &
TRANSPARENCY
RISK
MANAGEMENT CONTROL
Foster trust, honesty and
collaboration through access to
information and disclosure of regular
management reports including
financial arrangements that are
accessible to all.
Show leadership, entrepreneurship,
integrity and good judgment in
directing the affairs of the co-
operative and provide guidance for
long-term and short-term planning.
Establish a code of conduct to guide
decision-making and manage conflicts
in the best interests of the
organisation. Set up monitoring
mechanisms to assess performance of
business and of staff.
Picture source:

Principle 3. Establish good recruitment and
working conditions
• Because co-operatives are membership-based
organisations the good treatment of each member is
critical to the overall success of the organisation
• Following responsible principles in employment, the
work undertaken in co-operatives
should:
– Follow Vietnamese labour
standards
– Be decent and productive
– Be based upon the
principles of equal opportunity
Picture source:
http://talkvietnam.com/2012/07/hanoi-marks-international-year-of-cooperatives/

Key benefits of implementing responsible
employment in tourism
• Improvements in productivity and economic
performance
• More satisfied workers and lower staff turnover
• Better trained workforce and higher employment
levels
• Reduction in costly accidents and health care fees
• Enhanced innovation from staff

Ensure decent working conditions
Follow the Vietnam
Labor Code
Develop position
descriptions for each role
Provide
employment benefits
Provide an adequate
work space
Ensure equal opportunity and
practice non-discrimination
Provide skills
training
Picture source:
Recruit according to
skill requirements

Principle 4. Implement effective finance
management systems
• Finance management systems
help ensure co-operatives remain
economically stable by helping
members manage and monitor
the financial situation and
measure the success of the
organisation
• The key objectives in finance
management is to:
– Comply with all legal financial
requirements
– Adhere to sound accounting
principles that produce reliable
financial information
– Ensure fiscal responsibility and
build public trust
COMPONENTS OF FINANCE
MANAGEMENT
• Implement monitoring of
direct and indirect costs
• Implement a system for
tracking revenue and expense
to comply with government
reporting
requirements, funder’s
expectations and to effectively
manage co-operative finances
• Engage in cost effective fund
development activities

12 Tips for effective financial management of
co-operatives
FULFILLING FINANCIAL
MANAGEMENT FUNCTIONS
1. Provide consistent financial
reporting
2. Separate financial duties
3. Adopt financial procedures
4. Assess risks
5. Prohibit loans
6. Build capacity in finance
ENSURING COMPLIANCE
7. Comply with regulations
8. Provide timely and accurate reports
9. Enable reporting of financial
misconduct
FOSTERING ACCOUNTABILITY AND
TRANSPARENCY
10. Report financial information
11. Avoid recurring deficits
12. Ensure non-use of assets for
personal gain
Picture source:

Principle 5. Implement business planning
• Business plans are the road map
of an organisation’s operational
methodology, marketing and
financing process and general
management philosophy
• Business plans provide a
mechanism for monitoring and
evaluating progress
• Business plans are the key
document for investors or donors
when seeking finance
BUSINESS PLANS…
• Articulate specific goals
and objectives
• Promote efficiencies
• Identify opportunities
for improvement
• Establish performance
guidelines
• Raise funds
• Guide implementation
of capacity-building

Key components of a business plan
Executive summary Provide a succinct overview of the entire plan.
Body of the plan and
organisational structure
Describes the nature of the organisation
Products, programmes
or services
Describes the products, programs and services provided
Marketing plan Defines the market, market conditions, promotion, distribution, etc
Operational plan Explains the organisation’s plans, location, equipment, etc
Management and
organisational team
Describes the management team, principals, key management
employees and their expertise.
Major milestones Describes major programme, service or organisational milestones
Capitalisation Describes the organisation’s capital structure
Financial plan Illustrates the organisation’s current and projected financial status

Principle 6. Monitor outcomes and continually
improve
• Monitoring progress and evaluating your
outputs and processes is key to constantly
improving performance
• The key components of monitoring for
responsibility include:
A. Ensuring the monitoring considers the
community’s needs and interests
B. Ensure the monitoring is ongoing and includes
sustainability indicators and targets
C. Ensure the results of the monitoring and
evaluation are effectively communicated to
members
Picture source:

A. Ensuring monitoring considers the
community’s needs and interests
Co-operatives must consider monitoring not on the effectiveness of their
performance in business, but also impacts on the local community and
environment
REQUIREMENT POTENTIAL ASSESSMENT CRITERIA
Economic Organisation provides equitable and
attractive earning opportunities
Environmental Natural environment is not harmed in craft
production processes
Socio-cultural Local cultural heritage is respected in craft
designs
Institutionalisation Co-operative supports and complies with
relevant government policies, plans and
programmes
Picture source:

B. Ensuring monitoring is ongoing and includes
sustainability indicators
• Indicators provide an “indication”
of the state of a particular issue
• Sustainable tourism indicators
focus on the link between tourism
and economic, social and
environmental sustainability issues
• Can use or adapt existing
indicators such as those provided
in the WTO Indicator
Guidebook, UNEP Environmental
Indicators, and IUCN Indicators of
Resources Management
ENVIRONMENTAL
Energy use
Water use
Waste management
Conservation
SOCIAL
Respecting local culture
Community development
Safety and security
Protecting children
ECONOMIC
Responsible employment
Supporting local
businesses
Training and capacity
building SUSTAINABILITY
ISSUES

Sustainable business performance indicators
for craft co-operatives
 Sustainability Management Plan exists
 All personnel receive periodic sustainability
management training
 % of purchases of services and goods from
local providers
 Quantity of facilities built using local material
 Code of conduct developed with local
community
 % of women and local minority employees

C. Ensuring monitoring results are
communicated for continual improvement
• There is no point in doing a
monitoring programme if no one
finds out about the results
• Stakeholders and decision makers
need to hear about the results so
they can take action
• Results should presented to help
stakeholders reinforce positive
actions or remedy problem
situations
Consider the
needs of the
potential user
Portray the
results as simply
as possible
PRINCIPLES IN
COMMUNICATING RESULTS

Options for getting the message out
Meetings and workshops
Provide an analysis of the
monitoring programme results
in a practical and “hands-on”
workshop or meeting. It also
in-depth analysis and detailed
clarification of issues.
Newsletters & reports
Provide details of the results
within the organisation
newsletter or alternatively
create a newsletter specifically
for communicating the results.
Include results in the
organisation’s annual report.
Website
Create a section on the
organisation’s website that
provides details of the progress
being made in sustainability
performance.
Email
Deliver information about the
sustainability monitoring program
directly into the mailbox of the
stakeholders. Coming from senior
management can add a level of
authority. Quick and direct.
Picture sources:

Adapting and improving the monitoring
programme
• Situations change so regular reviews
should take place to ensure the
monitoring programme remains
effective and meaningful
• Review of successes and failures
should be conducted after each
monitoring programme
• Consult stakeholders to obtain
opinions on data usefulness and
strategies for improvement
Picture sources:

TOPIC 7. RESPONSIBLE CRAFT
VILLAGE DESTINATION DEVELOPMENT
Picture source:
http://commons.wikimedia.org/wiki/File:Between_Son_La_and_Moc_Chau.png

What is the issue?
• Tourists are attracted to craft villages
because of their strong cultural assets
and settings
• Tourists want to learn about craft
production, meet the producers, and
purchase an authentic product
• Tourism in craft villages however, has
historically been unplanned and
evolved from visitor demand
• Without proper strategic planning and
management of tourism, craft villages
can suffer from a range of impacts
IMPACTS OF POORLY
PLANNED TOURISM
DESTINATIONS
• Over- or uneven
development
• Limited spread of
economic benefits
• Social conflict
• Uncontrolled
environmental
pollution
• Cultural conflict

Benefits of responsible tourism destination
planning and management
• Increases sales of
handicraft
products

• Enhances
reputation and
brand

• Fosters ancillary
goods and
services

• Fosters
preservation of
heritage

• Fosters cross-
cultural
understanding

• Better ensures
quality and
safety


CRAFT VILLAGE
RESPONSIBLE
TOURISM
DESTINATIONS
1. Plan for
responsible craft
village tourism
destinations
2. Responsibly
develop, market
& manage craft
village tourism
destinations
Principles of planning and managing craft
village responsible tourism destinations

Principle 1: Plan for responsible craft village
tourism destinations
• Planning for responsible craft
tourism destinations requires:
– Raising community awareness
about impacts of tourism
– Enabling participation in tourism
planning
– Developing and following a tourism
destination plan
– Being consistent with relevant government policies and plans
Picture source:
http://en.wikipedia.org/wiki/B%C3%A1i_%C4%90%C3%ADnh_Temple

Raise community awareness about impacts of
tourism
The motivations of
tourists
The nature of the
tourism
industry
Tourism’s benefits and
negative impacts
What should the
community know
about these
issues and why?
Picture sources:

Enable participation in tourism planning
• Tourism requires the participation of a
range of goods and services to function
successfully
• The involvement of all key stakeholders
from the start will better ensure
commercial viability of the craft village
tourism destination
• By co-operating, the community can
pool together its knowledge, skills and
resources and better ensure
widespread support for tourism
development
PARTICIPATION OF
STAKEHOLDERS IN
DESTINATION PLANNING
1. Invite community
members to be drivers
of tourism
development
2. Identify a shared
vision for the future
3. Analyse social,
economic and
environmental
opportunities and risks
4. Develop plan of action

Roles of key stakeholders in tourism
destination planning & development
COMMUNITY
Feasibility
Assets
Labour
Services
BUSINESS
Investment
Consumption
Marketing
Capacity building
Link to tourists
GOVERNMENT
Land use planning
Infrastructure
Marketing
Policy
Co-ordination
Training

Develop and follow a tourism destination plan
structure,
funding,
product &
destination
development
vision, goals,
objectives,
strategies
resources,
infrastructure,
services,
experiences
opportunities,
risks
actions,
timelines,
responsibilities
skills,
human
resources
Picture sources:

Stop - check
• Before continuing, ensure the
type of tourism planned fits
with existing local
development plans and is
in keeping with local,
regional and national
policies
• Look out for:
– Development plans
– Land use plans
– Tourism plans…
Picture sources:

Principle 2: Responsibly develop, market &
manage craft village tourism destinations
• Responsible development,
marketing and management of
community based tourism
destinations requires:
– Good management structures and
processes
– Good financial management processes
– Working to develop a skilled tourism
workforce
– Following good practice in responsible
tourism product development and marketing
– Implementing a visitor code of conduct
Picture source:
http://commons.wikimedia.org/wiki/File:Between_Son_La_and_Moc_Chau.png

Develop tourism management structures and
processes
• To successfully market and manage tourism within the
community an effective management body such is required
• Such destination management organisations (DMOs) help:
– Ensure benefits of tourism are more widespread
– Enforce rules and regulations on planning,
operation and development of tourism
– Help resolve disputes
– Represent the community’s interests in
interactions with government and business
• The craft co-operative can participate as a member of the
broader DMO which represents all tourism groups including
accommodation, guides, F&B etc
Picture sources:

Example: Nam Dam CBT Management Board
People Committee of Quan Ba
Commune
People Committee of Quan Ba
District
Nam Dam Community Based
Tourism Management Board
Homestay
group
Local guide
group
Culture
performance &
handicrafts
group
Transport CUM
security group
Community
tourism fund
Head of Nam
Dam CBT MB
V.Head
Secretery
2 MB members
(CUM fund
/treasury
management)

4 good practice tips in financing community
based tourism
Enable
stakeholders
to identify
funding
sources and
structure
Ensure
benefits of
tourism are
felt by all
Give equal
priority to all
forms of
tourism assets
for
development
Ensure small-
scale
producers are
equally
included
Picture sources:

Develop a skilled tourism workforce
• Tourism is a highly competitive industry
• Community based tourism destinations require staff who
have good understanding of how to do their job efficiently,
effectively and to an industry accepted standard
• Prepare and strengthen the
community’s ability to manage the
delivery of tourism by:
– Building capacity through ongoing
training and skill development;
– Building skills gradually and expanding
as tourism increases;
– Prioritising local capacity development
and training in quality management
Picture sources:

Where to find training opportunities to fill skill
gaps
Existing skilled
workers
NGOs Volunteer
organisations
Tour operators Formal education and
training providers

Follow good practice in responsible tourism
product development and marketing
Define the
products and
link to potential
target markets
Tailor marketing
strategies to
target markets
Reflect values of
the community
in marketing
messages
Communicate
using accessible
and appealing
language
Develop links
with other
tourist
attractions

Implement visitor code of conduct
• As discussed, a visitor code of conduct is
important to ensure the cultural, natural
and economic environment is not
adversely affected by tourism
• Code of conduct themes might include:
– Places that may be visited
– Acceptable activities
– Acceptable clothing
– Use of photography
– Acceptable forms of communication
– Shopping behaviour
– Acceptable ways of contributing to the community
Picture sources:

Xin trân trọng cảm ơn!
Thank you!

Unit 14: Responsible Tourism Good Practice For Craft Villages In Vietnam

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Unit 14: Responsible Tourism Good Practice For Craft Villages In Vietnam