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First session of online course on responsible tourism management hold by Antipodi Tourism for YAC members
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online course in responsible tourism development session #01
Fabio Sacco
responsible
tourism
management
+Agenda
1. Understanding the tourism phenomenon
2. Definition of responsible tourism
3. Responsible tourism: an opportunity for local development
4. Creation of a local network of small tourism companies
+What is tourism?
one of the world’s largest industries bringing domestic and international visitors to visit other people’s places
tourists are people staying away from home for at least one night, spending money on accommodation, travel, crafts and souvenirs, food and drink
tourists bring with them money earned elsewhere in the country or abroad and spend it in the local economy creating employment and profits
since tourists spend their money on lots of different kinds of things, tourism impacts broadly on the local economy.
Understanding the tourism phenomenon
+Many types of tourism
Mass tourism Community-based tourism
Understanding the tourism phenomenon
+Many types of tourism
Tourism is an extremely diverse sector , ranging from highly developed mass tourism, through to tourism that relies more on the inherent natural and cultural features
of an area to attract tourists.
Understanding the tourism phenomenon
Responsible tourism means different things to different places
and market
+Cape Town Declaration /1
1. minimises negative economic, environmental, and social impacts;
2. generates greater economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry;
3. involves local people in decisions that affect their lives and life chances;
4. makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world's diversity;
Definition of responsible tourism
+Cape Town Declaration /2
5. provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues;
6. provides access for physically challenged people;
7. is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence.
Definition of responsible tourism
+Responsible tourismDefinition of responsible tourism
Creating better places for people to live in and
for people to visit
Government
Companies Communities
Tourists
+The tourism potential of a placeResponsible tourism: an opportunity for local development
Local community
Tourism potential
Environment
Planning Sustainability
Sustainability principles refer to the environmental,
economic and socio-cultural aspects of tourism
development, and a suitable balance must be established
between these three dimensions to guarantee its
long-term sustainability.
It is important to manage tourism development in order to extend the benefits of the industry to the widest range of stakeholders.
+From territory to tourism product
1. Identification of resources and pull factors
2. Market analysis: individuation of markets and targets
3. Transformation of pull factors into tourism products
4. Promotion and selling
Responsible tourism: an opportunity for local development
Territory Resources Product
+ How am I different?
Uniqueness is the starting point for competitive products!
+Give value to your strenghts!
Standard mass products are easily remakable, need huge investments in communication and are threatened by price competition
Unique high-quality products are distinctive, because they are able to combine uniqueness of the destination together with its history and culture
From a marketing perspective they address specific targets and markets
They are not easy to imitate and guarantee authentic experiences and emotions
They generate spontaneous communication and word of mouth
Responsible tourism: an opportunity for local development
+What can stakeholders themselves effectively do in order to achieve responsible tourism?
The responsible tourism approach is complex, multi-faced, and embraces a wide variety of stakeholders from the public to private sector.
To get these different stakeholders working towards common goals and to achieve the best results in responsible tourism, collaboration is needed.
Creation of a local network of small tourism companies
+Who are the stakeholders?Creation of a local network of small tourism companies
Government
Private sector
NGO Tourists
International organization
s
Communities
+Talking to whom?
The first step in effective stakeholder dialogue is to identify the important stakeholders.
Failing to identify the key stakeholders is central to the process > the project/enterprise agrees to continue an important dialogue with the wrong people.
Creation of a local network of small tourism companies
Definition of Stakeholder:Any group or individual who have a ‚stake‘, or
vested interest, in the firm/organization/project. (Bendell, 2000:2)
+Role of private sector
The increased involvement of private sector in responsible tourism activities are needed at all levels in order to develop commercially feasible, responsible tourism products and to ensure promotion and marketing;
Creation of a local network of small tourism companies
Private sector
Local staffing and waging
Procurement from local suppliers
Local culture and heritage products
+Role of government
Political support of national ministries, as well as the support of local, district, and provincial authorities, is essential to make collaboration work within responsible tourism;
Looking at innovative ways for local communities to come in as concessionaires, (lodge owners), and equity holders in tourism;
Supporting communities with technical advice to build partnerships.
Creation of a local network of small tourism companies
Concept of responsible tourism policy should be integrated into national action plans for tourism
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Role of communities
Creation of a local network of small tourism companies
Local involvement as a key factor for tourism development
Need to build equal relationship with other stakeholders
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Contribution by international expertPaolo Grigolli, School of Tourism Management, Trentino School of Management (Italy)
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History
+80 Community – Based Tourism projects in Bolivia
A lodge near or in a protected area
Offers an “ecotourism” product
The original idea came from a NGO
It was developed within 3 up to 12 months
The investment ranges normally from US-$ 30.000 up to US$ 100.000
Target groups: foreign ecotourists
No market alliances
No administrative framework
Case History
+Weaknesses
Market potential was not evaluated
Competitiveness of the destination was not evaluated
Marketing efforts and costs were not calculated
Case History
Benefits do not come in the quantity and in the expected
time
+Requirements for CBT product development
Stable political system
Appropriate infrastructure (safe airports, reliable local airlines for domestic flights, good drinking water quality, well-equipped hospitals)
Good flight connections
Effective and efficient tourism authorities at national, regional and local levels
Well-operating and experiences tour operators and travel agencies
Rich natural diversity and a great cultural variety
Well-trained local tourism advisers who can facilitate and design the implementation of sustainable and responsible tourism projects
Case History
+Jetwing Youth Development Project (Sri Lanka)
1. To address and resolve the problem of the manpower shortage in their own hotels and in the Sri Lankan hotel industry in general;
2. To involve local communities in tourism and to pass some of its benefits on to them;
3. To help to resolve the problem of unemployment among Sri Lankan youth; and
4. To provide frustrated youth with gainful employment.
+Benefits
Stable economic situation
Certification
Language skills
Career opportunities
Image in home communities
Case History
“I grew up in an area which was heavily affected by the civil war. I saw things I should not have seen. When I was a child I dreamt of
becoming a chef and to have a house of my own. I was never sure how my dream could be fulfilled, but I tried to learn as much as possible
during these difficult years at school. The opportunity to join JYDP has made my dream come true. I can learn so many things here. One day I
would like to become Executive Chef.
+Sources
Nicole Haeusler, Mascontour (Berlin)
Harold Goodwin, International Centre for Responsible Tourism (Leeds Metropolitan University)
Xavier Font, International Centre for Responsible Tourism (Leeds Metropolitan University)
Mariangela Franch and Umberto Martini, eTourism Research Group (University of Trento)
