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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
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
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
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
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
Product Development Strategy 2
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.
Source: UNWTO & ETC 2011, Handbook on Tourism Product Development, UNWTO & ETC, Madrid, Spain
Product Development Strategy 3
A destination that has relied on a particular geographic market decides to target other source markets that have a
different seasonal pattern of demand.
Source: UNWTO & ETC 2011, Handbook on Tourism Product Development, UNWTO & ETC, Madrid, Spain
Product Development Strategy 4
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.
Source: UNWTO & ETC 2011, Handbook on Tourism Product Development, UNWTO & ETC, Madrid, Spain
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
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
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
1. Contains defining features
1. Contains defining features
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
1. Contains defining features
• 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
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
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
Picture source:http://rmbr.nus.edu.sg/news/index.php?start=78&category=
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
Picture source:http://rmbr.nus.edu.sg/news/index.php?start=270&category=
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
UNIT 2. RESPONSIBLE TOURISM PRODUCT DEVELOPMENT
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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