Niche tourism lecture 3

Niche TourismLecture 3

October 23, 2010

Issues on Issues on Sustainable Sustainable

Tourism Tourism Development Development in Thailandin Thailand

Presented by Aj Scott Michael Smith

1960 – 2010 1960 – 2010 50 years of Thai tourism50 years of Thai tourism

??? ??? What will it be in the next 50 What will it be in the next 50 yearsyears??????

50 years of Thai tourism 50 years of Thai tourism succession succession

1960 – 1978 1960 – 1978 Promotion and Public RelationPromotion and Public Relation

19791979 – – 19911991 Planning and DevelopmentPlanning and Development

19921992 – – 22001001 Sustainable DevelopmentSustainable Development

20022002 – – presentpresent IInstability and no directionnstability and no direction

- technology advancement, modern infrastructure and tourism amenities - social and environmental problems- congestion, pollution, globalization

past future

Where’ll we be in the next 50 yearsWhere are we today?

- the abundance of resources and environment

- lack of infrastructure / tourism amenities

- Thai people, Thai ways, Thai smile

WHAT THAILAND HAS DONE WHAT THAILAND HAS DONE RIGHTRIGHT

►13 factors have underpinned its tourism industry since 13 factors have underpinned its tourism industry since 19601960

►12 of these are ‘good’ factors and one not so good 12 of these are ‘good’ factors and one not so good ►But they are all factors neverthelessBut they are all factors nevertheless

WHAT THAILAND HAS DONE WHAT THAILAND HAS DONE RIGHT RIGHT

The stability and security of Thailand under the wise The stability and security of Thailand under the wise and benevolent reign of His Majesty King Bhumibhol and benevolent reign of His Majesty King Bhumibhol Adulyadej Adulyadej


A long-standing geographical advantage that has A long-standing geographical advantage that has positioned Thailand at the crossroads of Asiapositioned Thailand at the crossroads of Asia


The long-standing visa-free and visa-on-arrival policy The long-standing visa-free and visa-on-arrival policy


A generally favourable exchange rate A generally favourable exchange rate


Extensive airline and aviation access to Thailand in Extensive airline and aviation access to Thailand in terms of both domestic and regional linkages terms of both domestic and regional linkages


A friendly and service-oriented people A friendly and service-oriented people


An excellent reputation for product delivery An excellent reputation for product delivery including a extensive range of natural and including a extensive range of natural and cultural heritage attractions cultural heritage attractions


The strong promotional campaigns during the past The strong promotional campaigns during the past years, starting with the Visit Thailand Year of years, starting with the Visit Thailand Year of 1987 and leading up to the Amazing Thailand 1987 and leading up to the Amazing Thailand campaign of recent years campaign of recent years


The good image of Thailand cultivated by books, The good image of Thailand cultivated by books, movies and other icons like famous hotels movies and other icons like famous hotels


Strong regional co-operation and joint tourism Strong regional co-operation and joint tourism promotion with the Mekong subregion and promotion with the Mekong subregion and ASEAN neighbouring countries ASEAN neighbouring countries


Good tourism productions and accommodation Good tourism productions and accommodation catering for all budgets (backpackers to top catering for all budgets (backpackers to top deluxe travellers) deluxe travellers)


Good balance of business, leisure, VFR, long-stay, Good balance of business, leisure, VFR, long-stay, and MICE delegates and MICE delegates

ONE NEGATIVE POINT ONE NEGATIVE POINT

Nightlife: Officially, no one will admit this but we Nightlife: Officially, no one will admit this but we cannot deny that our infamous nightlife has been the cannot deny that our infamous nightlife has been the subject of intensive media coverage over the yearssubject of intensive media coverage over the years

IN SUMMARYIN SUMMARY

Combination of good image, value for money, Combination of good image, value for money, products, facilitation, accessibility, accommodation products, facilitation, accessibility, accommodation and activities and activities

WHAT HAS BEEN DONE NOT SO WHAT HAS BEEN DONE NOT SO RIGHTRIGHT

Marketing has been strong but tourism Marketing has been strong but tourism management efforts have not been equally management efforts have not been equally powerfulpowerful

DONE DONE NOTNOT SO RIGHT SO RIGHT

Infrastructure in most tourist destinations especially Infrastructure in most tourist destinations especially in the different regions was not good enough to in the different regions was not good enough to receive international visitors receive international visitors

DONE NOT SO RIGHT DONE NOT SO RIGHT

Local culture and traditions are losing value for the Local culture and traditions are losing value for the community by becoming an activity for tourist community by becoming an activity for tourist purposes only purposes only


Most of the planning had a very clear-cut direction Most of the planning had a very clear-cut direction but not much of it was implemented, in the field of but not much of it was implemented, in the field of destination management and product development destination management and product development


Some developments such as building roads to the Some developments such as building roads to the tourist destinations in many instances were used to tourist destinations in many instances were used to rake in profits for investors even though they were at rake in profits for investors even though they were at that time far from the communities and places of that time far from the communities and places of fragile ecosystem such as beaches, islands, fragile ecosystem such as beaches, islands, mountains and waterfalls mountains and waterfalls


Original owners of the land lose their means of Original owners of the land lose their means of livelihoods When the income from selling off the livelihoods When the income from selling off the land finishes, the locals migrate to other placesland finishes, the locals migrate to other places

DONEDONE NOTNOT SO RIGHT SO RIGHT

As the base numbers grew, competition became As the base numbers grew, competition became higher than ever and the Thai tourism industry fell higher than ever and the Thai tourism industry fell into the ‘Low Price Trap’ cycle which led into the ‘Low Price Trap’ cycle which led eventually to more deterioration of destinations eventually to more deterioration of destinations and productsand products


The different development plans that were designed The different development plans that were designed to increase integration in many instances were to increase integration in many instances were stopped for political reasons by powerful stopped for political reasons by powerful politicians who wanted to direct development to politicians who wanted to direct development to their regions their regions


Policies on management of supply and demand, Policies on management of supply and demand, human resources at all levels, establishment of human resources at all levels, establishment of standards, quality control and safety and security standards, quality control and safety and security issues are not as clear-cut and target-driven as issues are not as clear-cut and target-driven as the marketing policies the marketing policies


There is still not enough public participation There is still not enough public participation Policies made at the centre are pushed upon the Policies made at the centre are pushed upon the provincial governorsprovincial governors


Creating a Ministry of Tourism and Sports has also Creating a Ministry of Tourism and Sports has also not yet borne fruit not yet borne fruit


Problems from development that have piled up over Problems from development that have piled up over 40 years have not yet been tackled such as 40 years have not yet been tackled such as inappropriate development, illegal construction inappropriate development, illegal construction and violation of environmental regulations to HR and violation of environmental regulations to HR development, setting service standards, quality development, setting service standards, quality assurance, safety of life and property assurance, safety of life and property


Even though past crises have been managed well, there Even though past crises have been managed well, there are still weaknesses that need to be improved such as are still weaknesses that need to be improved such as lack of readiness to tackle the problems, lack of good lack of readiness to tackle the problems, lack of good systems, planning and authority to act and take systems, planning and authority to act and take responsibility, and crisis management centres responsibility, and crisis management centres

ConclusionConclusion

There can be no tourism industry if the culture, There can be no tourism industry if the culture, society and environment is not preservedsociety and environment is not preserved

No matter how much marketing is done, if the No matter how much marketing is done, if the product cannot sell (because it has no quality) it product cannot sell (because it has no quality) it will be difficult to remain sustainable will be difficult to remain sustainable

A strong community is a happy community because A strong community is a happy community because the happiest community will build the best tourism the happiest community will build the best tourism productproduct


The local communities live with the forests, heritage and wildlife If The local communities live with the forests, heritage and wildlife If their economic conditions remain poor, it will be hard for them their economic conditions remain poor, it will be hard for them to preserve the local environment to preserve the local environment

Balancing supply and demand is critical The correct way would be Balancing supply and demand is critical The correct way would be to take supply as the constant because it is easier to control and to take supply as the constant because it is easier to control and hence more sustainable hence more sustainable

We cannot only look at economic prosperity at the macro level We cannot only look at economic prosperity at the macro level alone but the micro level need to be considered in order to alone but the micro level need to be considered in order to alleviate poverty in the areaalleviate poverty in the area


Grassroots gain is the main aspect for long term Grassroots gain is the main aspect for long term successsuccess

A proper tourism management system for the A proper tourism management system for the community will enhance both the economic and community will enhance both the economic and environment of the areaenvironment of the area

Enhance \ build the management capacity of the Enhance \ build the management capacity of the local community This means stricter law local community This means stricter law enforcement as well as some form of financial enforcement as well as some form of financial mechanismmechanism


Tourism development needs to be systematic, Tourism development needs to be systematic, identify clear linkages to other social, economic, identify clear linkages to other social, economic, cultural and political sectorscultural and political sectors

That is the essence of sustainability That is the essence of sustainability


Simply being guided by numbers growth is not a Simply being guided by numbers growth is not a measure of success over the long-term measure of success over the long-term

Thailand as a developing country should adopt the Thailand as a developing country should adopt the concept of His Majesty the King’s Sufficiency concept of His Majesty the King’s Sufficiency Economy as a guide line of it’s sustainable Economy as a guide line of it’s sustainable tourism developmenttourism development

Sufficiency Sufficiency EconomyEconomy

► reasonablenessreasonableness► moderationmoderation wisdoms/ethicswisdoms/ethics► immunizationimmunization

Capitalism EconomyCapitalism Economy - - driven by lust and greeddriven by lust and greed Sufficiency EconomySufficiency Economy - - driven by wisdoms and ethicdriven by wisdoms and ethic

Sufficiency Sufficiency EconomyEconomy

tourism could be compare as a big strong tourism could be compare as a big strong current passing by. How could we irrigate the current passing by. How could we irrigate the water to our landwater to our land

Tourism could be as a big flash flood that Tourism could be as a big flash flood that destroy our land destroy our land

Sufficiency Economy concept will act as a Sufficiency Economy concept will act as a checked dam of tourism that can prevent flood checked dam of tourism that can prevent flood and keep the waterand keep the water

Top 9 Sites??Top 9 Sites??

• Amphawa Community • Klong Suan 100-Year-Old Market • Pai• Phu Kum Khao Dinosaur Museum • Phu Soi Dao National Park • Si Satchanalai Historical Park • Sukhothai Historical Park • Wat Phumin • Wat Phra That Lampang Luang

Top 9 Thai Destinations

Defining ThainessDefining Thainess

TangibleTangible ElementsElements

Intangible ElementsIntangible Elements

Develop Innovative Creative Industry Tourism Products

Around Our Unique Thai Culture

Niche MarketsNiche Markets

Creative TourismCreative Tourism

Thailand faces serious Thailand faces serious tourism competitiontourism competition

Many countries have beaches, Many countries have beaches, great hotels, shopping, sports great hotels, shopping, sports

facilities, night life…..facilities, night life…..

Thailand has a unique culture, way of life, Thailand has a unique culture, way of life, food, history, performing arts, fashion, food, history, performing arts, fashion,

handicrafts which are part of the creative handicrafts which are part of the creative industries and that those same industries industries and that those same industries

can help to promote and enhance.can help to promote and enhance.

What Can We Do?What Can We Do?

Develop Innovative Creative Industry Tourism Products

Around Our Unique Thai Culture

Design, marketing, packaging, Design, marketing, packaging, promotion….promotion….

Establish Creative Clusters Bringing Together Designers and Artistic and

Handicraft Producers

Creatively Tell the Thai Creatively Tell the Thai "Story""Story"

Interpretation

Going Green

One Planet Living - WWF

United States - 5

UK - 3

India - 0.4

Fair Share – 1

www.wwf.org.uk

Globally we now require 1.4 planets

Business Ethics MagazineList of 100 Best Corporate Citizens (only publicly traded companies)

No Lodging Companies On This List

3 Restaurant Companies Listed

1 Airline Listed

*No Other Firm From T&T Listed

We have not inherited the Earth from our ancestors. We have only borrowed it

from our children

– Ancient Proverb

What is a brand?

BRANDING

• Your Most Valuable Asset• Your Guarantee of Your

Product• Something that You

‘Stand Behind’• Imagery of Your Product

ASEAN Tourism Branding

US$117.2 million

US$101 million

US$258 million

VIETNAM Tourism Branding

In Today’s Marketplace,Niche Tourism Products Must Be……

Targeted Creative

Web-based Lifestyle focused

Issues and TrendsConflicting Messages?

Top 10 Tourism Trends(after Safety and Security)

1. Niche Tourism2. Emergence of New Source Markets (CHINDIA)3. Destination Branding4. Marketing through the Worldwide Web5. Emergence of the Leisure Society6. Co-op’etition7. The Responsible Tourist8. Dynamic Packaging - the Do-it-Yourself Traveller9. Value for Money (Transparency in Pricing)10. Consolidation and Restructuring of Supply

There will always be Obstacles

Cambodia China (Yunnan / Guangxi) Lao PDR

Myanmar Thailand Vietnam

A Golden Piece of Tourism Real A Golden Piece of Tourism Real EstateEstate

Mekong TourismFinances

• Annual Government Contribution for Operating Budget = US$90,000

• Donor and Private Sector Cash and In-Kind Contributions

• Support by Asian Development Bank, Thailand Ministry of Tourism and Sport and French Government

Tourism Sector Strategy

Available for Download at www.mekongtourism.org

Target International Tourism Arrivals

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

2005 2010 2015

Arr

ival

s

Thailand Other GMS Countries

Arrival Forecasts

Expected Outcome: Estimated Value of Tourism Expenditure in $ Billions

(at 2005 prices)

Sub SectorsSub Sectors 20042004 20102010 20152015

Lodgings & Lodgings & FoodFood 5.275.27 10.5110.51 18.6718.67

TransportatioTransportationn 1.941.94 3.873.87 6.876.87

ShoppingShopping 4.074.07 8.118.11 14.4014.40

ToursTours 1.191.19 2.372.37 4.214.21

Other Other ServicesServices 2.332.33 4.644.64 8.258.25

TOTALTOTAL 14.8014.80 29.5029.50 52.4052.40

Source: GMS Tourism Sector Strategy, June 2005

1. Mekong River Tourism Corridor

2. Golden Quadrangle

3. East West Tourism Corridor Zone

4. Emerald Triangle

5. Southern Tourism Coastal Corridor

6. Green Development Triangle

7. Lao PDR – Viet Nam Cross-border

Community-based Tourism Zone

8. Andaman Coast Tourism Zone

9. Shangri-la–Tengchong–Myitkyina Tourism Development Zone

10. Red River Valley Tourism Zone

11. Guangxi – Northeast Viet Nam Borderlands Tourism Zone

Mekong Tourism13 Priority Areas

Yuxi

Vung Tau

Dung Quat

Quy Nhon

Nha Trang

Thap Cham

Phan Thiet

Vinh

Tanap

Dong Ha

Than Hoa

Nam Doth

Haiphong

Bei Hai

Da Nang

Hue

Cau Treo

Ngoc Hoi

Duc Co

Nam Can

Tay Trang

Pathein

Pyay

Kyeeni

Mandalay

Yatsouk

Loilem

Kengtung

Jinghong

Tachilek

Mae SaiChiang Kong

Nateuli

Mohan

Denchai

PhitsanulokMawlamyine

Nakhon Sawan

Bannet Narong

Tavoy

Nam Tok SuphanburiAyuttaya

Kanchanaburi

Petchaburi

Hua Hin

Prachuap Khiri Khan

Sattahip

Chunburi

Nakhon Ratchasima

Bua Yai

Khon Kaen

Nong Khai

ChongmekSurin

Trat

Koh Kong

Sihannoukville

Surat Thani

Svay Rieng

Kampong Cham

Stung Treng

Attapeau

Pak Mong

Vang Vieng

Xieng Khouang

Hoa Binh

Gejiu

Hekou

Nuihong

Kep

Lang Son

Myitkyina

Muse

Lashio

MangshiXiangyun

Chuxiong

Bigu

Baoxiu

Mohei

Budalin

ShanglinNapo

Bose

Tianlin

Xilin Hechi

Liuzhou

Guilin

Longsheng

Ziyuan

Zhongshan

Wuzhou

Laibin

Yulin

Dahua Yaozu

Guiyang

Dongxing

Pingxiang

Longzou

Daxing

Bagan

Ruili

Lijiang

Baoshan

Zhongdian

Siem Reap

Phuket

Udon Thani

Chiang Mai

Ben Nape

Ban Dong

Cham Toal

Ban Panghok

KilometersScale 1 : 13,000,000

0 300150

GIS Mapping by :

Asia PacificProjects Inc.

10°

30°

25°

20°

15°

10°

30°

25°

20°

15°

95° 100° 105° 110°

95° 100° 105° 110°

Gulf of Thailand

Andaman Sea

Gulf of Tonkin

HANOI

VIENTIANE

BANGKOK

YANGON

PHNOM PENHHo Chi Minh

Nanning

Kunming

Poipet

MYANMAR

Yunnan Province PRCGuangxi Zhuang Autonomous Region PRC

Hat Yai

Dali

Tengchong

Menghai

Lao Cai

LAO PDR

CAMBODIA

Dao Phu Quoc

Mae Sot

Chiang Rai

BotenLuang Namtha

Louang Phrabang

Pak Tho

Songkhla

Ko Samui

Aranyaprathet

PhanomSarakham

Ha Tien

Kampot

Pakse

Mukdahan

Nakhon Phanom Thakhek

Na Duoung

Cai Lan

THAILAND

VIET NAM

Do Dau

Legend :

The Greater MekongSubregion

Priority Tourism Zones

Shoreline

Railway

Proposed Subregional Road

Major River Network

National Capital

City / Town

Nature/Adventure-based Tourism

Culture/Nature-based Tourism

Marine/River-based Tourism

Map 11

1. The Mekong River Corridor

11. Guangxi-Northeast Vietnam Karst Borderlands10. The Red River Valley9. Shangri-la/Tengchong/Myitkyina Cluster8. Andaman Coast and Islands7. Houaphanh-Thanh Hoa-Son La Tourism Circuit6. The Green Triangle5. The Southern Coastal Corridor4. Emerald Triangle3. East West Corridor2. The Golden Quadrangle

North-South Economic Corridor

East-West Economic Corridor

Southern Economic Corridor

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333333333

444444444 666666666

333333333

888888888555555555

111111111

111111111

UbonRatchathani

Ayuthaya

SukhothaiSavannakhet

Ban Lao

Pakkading

Lao Bao

Na Meo

Simao

Ban Xayden

Huay Xai

Nong Haet

Not Shown on the Map are: 12. Heritage Necklace Circuit and 13. GMS Coastal and River Cruise Lines

MARKETING

Mekong Tourism Office

(MTO)

DEVELOPMENT

Mekong Tourism Coordinating Office

(MTCO)

Marketing the Mekong

Mekong Tourism Office (MTO)Plan 2009-2010

•Pro

fitable

•Socially

Inclu

sive

•Low o

n CO2

•Hig

h on + Im

pacts

Nature Community CultureEco- (Lodges, Tourism, Tours) Tourism ReligionSustainable Village HeritageGreen People BuddhismVerdant Market AnimismNature-based Local NativeDiverse Rural Tourism Tribal Subregional Traveller Visa on ArrivalAgro Tourism Home Stays HutsSoft Adventure Mekong RusticWater Pure AuthenticUntainted Indigenous RealRiver SimpleFresh

Activities: cycling, trekking canoeing, hiking, rafting, elephant treks, self drive holidays, camping…..

Thematic Direction ofExplore Mekong Campaign

We need a slogan and a logo….

Any ideas???

Explore Mekong Campaign Slogan and Logo

• Pure and Simple• Back to Basics• Asia’s Last or Final Frontier• Come Find Yourself• A River Runs Through It• Meet the Mekong• At the Edge of Asia• The Outback of Asia

Explore MekongExplore Mekong

Rich Regional Web Contentwww.exploremekong.org

Suggested itineraries to 13 zonesInteractive MapsAirline, bus and train informationVideo clipsFeature articlesBooking EngineTravel news from around the regionSocial Media Interactivity

Explore Mekong CampaignCore Activities

• Great Mekong Give-a-way 2009 and 2010 (via www.exploremekong.org)

Monthly Lucky Draw for Registered UsersQuarterly Lucky Draw for Users of Booking EngineRegular Contests (painting, photography, video)An Online Mekong AuctionMedia Familiarizations

• Anchor EventsEach Country to Organise and Sponsor an Event using the Mekong

Theme (sports events, concert, festival, etc) Equally Divided throughout the calendar year 2010

Explore Mekong Collateral Ideas

• Fact Sheet• Thumb Drive• Calendar• Cook Book• Passport to the Mekong (discount voucher book)

• Press/Media Kits

Explore MekongAdvertising Wish List

PrintPrint TelevisionTelevision ElectronicElectronic

International Herald TribuneTIME MagazineSmart Public Relations

ESPN (sports nuts)AXN (adventure enthusiasts)CNBC (financial fanatics)BBC (news addictsHallmark (women viewers)Earth TV

On Line Travel Agents (Expedia, Odopo, Zuji, Whotif, Travelocity)Trip AdvisorFacebookGoogle EarthSkypeMajor Search Engines

Driving Traffic to www.exploremekong.org

Media Mix Budget Range: US$50,000-1,000,000

The Critical Success Factor

• Join the www.exploremekong.org booking engine

• Provide in-kind and/or cash contributions for the Explore Mekong Campaign and the Mekong Tourism Office

• Tell your clients, partners and suppliers and encourage their participation (word of mouth)

• Content and Ideas

Private Sector Partnership and Collaboration

A B

Thank You

[email protected]

GreenwashingWhat? Why? Why not? And how to avoid it

What is Greenwashing?

115

Green·wash (grēn'wŏsh', -

wôsh') “verb: the act of misleading consumers regarding

practices of a company or the environmental benefits of a product or service.”

116

1Greenwash is misleading the public by stressing environmental credentials of a

person, a product or an organization when these are unfounded or irrelevant

117

2Greenwash is an environmental claim

which is unsubstantiated (a fib) or irrelevant (a distraction)

118

3 It’s greenwashing when a company or organization spends more time and money claiming to be “green”

through advertising and marketing than actually implementing business practices that minimize

environmental impact.

Why does greenwashing happen?

It depends on how you look at it,But reasons are positive

1changing buying patterns in consumer

markets

Green is a new sort of ‘good manners’Green is a new sort of ‘good manners’

2We’re motivated to

tell the story in the most

beautiful way

2we’re motivated to tell the story

in the most beautiful way

“Green is fashionable and cool”

Why all the fuss?Why is that so bad?

• More complaints• Undermining

confidence in advertising

• Sabotage of environmental movement in business

• Bad press attention

It depends on how you look at it,But reasons are positive

2 ways you can avoid greenwashing

1Stick to the MAIN PRINCIPLE

of Greenvertising:

Green Marketing is not about makingnormal things seem green

(greenwashing),it is about making green stuff seem

normal

2Be aware of the

“seven sins of Greenwashing”:

1The sin of suggestive pictures:

Green images that indicate a (un-justified) green impact

2 The sin of the hidden trade off:

Suggestion of being Green, based on a single

environmental attribute, while blurring all other parameters which are

maybe more important, like a Hummer that is

claiming that it is a Hybrid

3The sin of no proof

Claims that could be right, but are not supported by any evidence, or by any

reliable third-party certification,

like Household lamps that promote their energy efficiency without any supporting figures or certification.

4 The sin of vagueness

Claims that are expressed with fluffy

language with no clear meaning ,

like ‘planet-friendly’ packaging

5 The sin of irrelevance

environmental claims that are redundant and unimportant for customers

seeking environmentally preferable products.

6The sin of lesser of two evils

These are “green” claims that may be true within

the product category, but that risk distracting the consumer from the

greater Health- or other negative

impacts of the category as a whole

Like organic cigarettes

7The sin of fibbing

out-right lying, and produce

totally fabricated claims or data

Like driving climate neutral

Find 5 sins of Greenwashing

in this ad

Niche tourism lecture 3

Education

Transcript of Niche tourism lecture 3