Unit 2: Responsible Tourism Product Development

UNIT 2. RESPONSIBLETOURISM PRODUCT DEVELOPMENT

Unit outline

ObjectivesBy 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

Topics1. Understanding (responsible)

tourism products2. 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

TOPIC 1. UNDERSTANDING (RESPONSIBLE) TOURISM PRODUCTS

UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT

Picture source:http://www.flickr.com/photos/cyborgwardt/1393338765/

Defining tourism products

NARROW DEFINITIONWhat the tourist buys

WIDER DEFINITIONThe combination of what the

tourist does at the destination and the services used

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://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

Functions of tourism products

FUNCTION

Tourism hub development Product

clusters of development

Supporting products

Circuits

Festivals and events

Flagship products

Components of successful tourism destinationsAccessibility

Attractions

ActivitiesAccommodation

Amenities

TOURISMDESTINATION

Unique characteristics of tourism products

• There is no transfer of ownership Intangible

• Involves the acquisition of “experiences”Psychological

• Only exist when customer is presentPerishable

• 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

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

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.JPGhttp://www.fotopedia.com/items/flickr-6054914564

http://commons.wikimedia.org/wiki/File:Recreational_cyclists_take_breaks_while_driving_on_a_bicycle_tour.jpg

TOPIC 2. DEVELOPING TOURISM PRODUCTS THAT ARE COMMERCIALLY VIABLE


Picture source:http://en.wikipedia.org/wiki/Mobile_payment

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

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

The responsible tourism product development process

RESPONSIBLE TOURISM PRODUCT PLANNING

• Market analysis• Product analysis• Match markets with products• Product assessment for development

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

Understanding market needs through market analysis

Tourism trends overview and analysis

Visitor surveys

Competition analysis

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

SEGMENT TYPE CHARACTERISTICS MOTIVATIONS EXPECTATIONS

Holidayers International

1st timers International

2nd timers + crowd avoiders

International

On holiday Domestic

Phuot Domestic

Day trippers Domestic

Example of typical tourist market segments and characteristics in Vietnam

SEGMENT TYPE CHARACTERISTICS MOTIVATIONS EXPECTATIONSHolidayers International

short-haulTraveling 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.

TOPIC 3. MATCHING MARKETS WITH PRODUCT DEVELOPMENT OPPORTUNITIES & OBJECTIVES


Picture source:http://commons.wikimedia.org/wiki/File:Fujian_association_Hoi_an.jpg

What is tourism product-market matching?

• Connecting the characteristics, motivations 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

Product-market matching conceptual diagram

PRODUCT A

PRODUCT B

PRODUCT C

PRODUCT E

PRODUCT D

PRODUCT F

PRODUCT G

PRODUCTIPRODUCT

H MARKETSEGMENT 1

MARKETSEGMENT 2

MARKETSEGMENT 3

MARKETSEGMENT 4

PHUOT

INTERNATIONAL TOUR GROUP

INTERNATIONAL BACKPACKER

CASINO

WALKING TRAIL

BEACH

HERBAL PRODUCTS

LOCAL FOOD

Which markets would you match to these products in Vietnam?

PHUOT

INTERNATIONAL TOUR GROUP

INTERNATIONAL BACKPACKER

CASINO

WALKING TRAIL

BEACH

HERBAL PRODUCTS

Why are these markets linked

to these products? LOCAL FOOD

Matching markets and products in Vietnam

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

MAR

KET

SEG

MEN

T

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

Existing products New products

4 key product development options

Existi

ng m

arke

tsN

ew m

arke

ts

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

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/

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/

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


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.



A destination that has relied on a particular geographic market decides to target other source markets that have a

different seasonal pattern of demand.



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.


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

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.

Other important considerations in determining product development options

•Tourism marketing strategies?•Destination uniqueness and branding?•Tourism trends?•Competitor destinations?

TOPIC 4. ASSESSING THE SUSTAINABILITY OF TOURISM PRODUCTS


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

Stakeholder criteria for tourism products

1. Contains defining features

2. Contains core

features

3. Considers

market

4. Is commercial

ly viable

5. Is sustainabl

e

6. Provides local

benefits

7. Available human

resources

CONSUMER REQUIREMENTS

OTHER STAKEHOLDERREQUIREMENTS

BUSINESSREQUIREMENTS

ADDITIONALREQUIREMENT

Ensuring tourism products meet defining feature requirements



consumers

• Authentic• Distinct• Variety• Seasonal• Product function• Lifecycle stage

Example of assessment criteria to determine if product meets defining feature requirements

REQUIREMENT ASSESSMENT CRITERIAAuthentic 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

Ensuring tourism products meet core feature requirements

• Accessible• Attractions• Activities• Main services• Supporting services

2. Contains core features

consumers

Example of assessment criteria to determine if product meets core feature requirements

REQUIREMENT ASSESSMENT CRITERIAAccessibility 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

Ensuring tourism products meet market requirements

• Key target markets• Market size• Market trends and

influence 3. Considers market

business

Example of assessment criteria to determine if product meets core feature requirements

REQUIREMENT ASSESSMENT CRITERIAKey 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

Ensuring tourism products meet commercial viability requirements

• Market-based planning• Private sector engagement• Supportive regulatory

context• Necessary supporting

resources4. Is

commercially viable

business

Example of assessment criteria to determine if product meets commercial viability

requirements

REQUIREMENT ASSESSMENT CRITERIAMarket-based planning Tourism products are developed and managed strategically

based on specific markets and trendsPrivate 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

Ensuring tourism products meet sustainability requirements

• Economic• Environmental• Socio-cultural• Institutionalisation• Sector functioning

5. Is sustainable

others

Example of assessment criteria to determine if product meets sustainability requirements

REQUIREMENT ASSESSMENT CRITERIAEconomic Tourism economy provides equitable and attractive earning

opportunitiesEnvironmental 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

Ensuring tourism products meet local benefit requirements

• Equitable sharing of benefits

• Local involvement / ownership

• Poverty reduction6. Provides local benefits

others

Example of assessment criteria to determine if product meets local benefit requirements

REQUIREMENT ASSESSMENT CRITERIAEquitable 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

Ensuring tourism products meet human resource requirements


• Public sector• Business sector• Local communities7. Available

human resources

Example of assessment criteria to determine if product meets human resource requirements

REQUIREMENT ASSESSMENT CRITERIAPublic sector Management and staff responsible for tourism or relevant

sectorsBusinesses sector Business either directly involved or supporting tourism in a

locationLocal communities People residing in tourism locations who stand to benefit from

the tourism sector

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.

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

ASPECT COMMENT RATINGPerspective 1: What the Consumer Want (“Do I want this product?”)I. Core Product FeaturesAccessibility 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: TotalII. 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: TotalIV. 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

Product assessment score card 2/2ASPECT 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: TotalVI. 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

TOPIC 5. STAKEHOLDER CO-ORDINATION AND COLLABORATION


Picture source:http://rmbr.nus.edu.sg/news/index.php?start=270&category=

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

The UNWTO’s 12 roles and benefits of collaboration in tourism

• To reflect multiple aims and agree common targets

1.

• 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 commitment

6.

•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.

Stakeholder types and their importanceSTAKEHOLDER IMPORTANCE

PRIVATESECTOR

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

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

Recognisingdifferences

Formal structures& processes

ADDITIONAL FACTORS

Getting collaboration startedENCOURAGE 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

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)

Managing the collaboration process: Key elements

Establish a leadership and management structure

Follow efficient management procedures

Develop stakeholder capacity

Maintain stakeholder commitment

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

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/

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


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


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

TOPIC 6. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT STRATEGY AND ACTION PLANNING


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 planactivities

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

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

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

TOURISMPRODUCT

DEVELOPMENTOPTION

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

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?

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

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?

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

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?

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

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Action plan templateACTIVITY 1 RESULT TIMING RESPONSIBILITY RESOURCESSub-activity 1 Sub-activity 2 Sub-activity 3 Sub-activity 4

ACTIVITY 2 RESULT TIMING RESPONSIBILITY RESOURCESSub-activity 1 Sub-activity 2 Sub-activity 3 Sub-activity 4

ACTIVITY 3 RESULT TIMING RESPONSIBILITY RESOURCESSub-activity 1 Sub-activity 2…

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Unit 2: Responsible Tourism Product Development

Travel

Transcript of Unit 2: Responsible Tourism Product Development