Unit 16: Responsible Tourism For Tour Operators
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UNIT 16. RESPONSIBLE TOURISM FOR TOUR OPERATORS Picture source: http://en.wikipedia.org/wiki/File:Cycle_rickshaw_in_Hanoi.jpg
Transcript of Unit 16: Responsible Tourism For Tour Operators
UNIT 16. RESPONSIBLE TOURISM FOR TOUR OPERATORS
Picture source:http://en.wikipedia.org/wiki/File:Cycle_rickshaw_in_Hanoi.jpg
Unit outline
ObjectivesBy the end of this unit, participants will be able to:• Understand the importance and benefits of applying
responsible tourism to travel and tour operation in Vietnam• Apply responsible employment policies and strategies• Explain procedures for reducing energy, water and waste• Understand the role of responsible tourism organisational
policies and how to implement them• Explain how to develop economically viable responsible
tourism products• Understand the steps required to develop a responsible
tourism supply chain• Implement responsible tourism marketing and
communication • Identify how to support local tourism destinations
Topics1. Overview of tour and
travel sector in Vietnam2. Implementing responsible
tourism in internal management
3. Developing responsible tourism products
4. Creating responsible tourism supply chains
5. Ensuring responsibility in marketing and communications
6. Responsible support to tourism destinations
TOPIC 1. TOURS & TRAVEL SECTOR OVERVIEW & THE NEED FOR RESPONSIBLE TOURISM
RESPONSIBLE TOURISM FOR TOUR OPERATORS
Picture source:http://www.fotopedia.com/items/flickr-4473340424
Composition of the tours and travel sector
Transport operators
Accommodation suppliersAttractions
Restaurants & cafesTour operators & travel agents
Tour guides
Picture sources:http://www.geograph.org.uk/photo/1364221; http://www.flickr.com/photos/needoptic/9861409444/; http://www.flickr.com/photos/dalbera/4399833574/;
http://en.wikipedia.org/wiki/File:Southern_Vectis_coaches_at_Bustival_2010.JPG; http://commons.wikimedia.org/wiki/File:Victoria_Hoi_An_Hotel_Ressort_und_Spa.jpg; http://www.flickr.com/photos/calflier001/6943300353/
Key sector figures
12%
GLOBAL1 VIETNAM2
Outboundtour operator
arrivals
domestic-market tour operators
registered tour guides
international-markettour operators800
10,000 17,000
Excludes packages!
1 Tour Operators’ Initiative for Sustainable Tourism Development 2003, Sustainable Tourism: The Tour Operators’ Contribution 2 ESRT 2013, Vietnam Tourism Marketing Strategy To 2020 & Action Plan: 2013-2015 (Proposed), ESRT, Vietnam
Why tours are particularly important to the international market in Vietnam
Picture sources: http://thethaovanhoa.vn/xa-hoi/doi-ve-tra-ve-tau-tet-phai-truoc-10-gio-tau-chay-tru-30-gia-ve-n20121202171607247.htm;
http://vietnamlandingvisa.blogspot.com/2012/08/frequent-confusion-about-vietnam.html; http://www.tropicalisland.de/vietnam.html; http://www.theguardian.com/higher-education-network/blog/2012/mar/29/talented-students-may-lose-out
The power and influence of tour operators
InfluenceInfluence
TOUROPERATOR
ACCOMMODATION
RESTAURANTS
TRANSPORT
ATTRACTIONS
TOUR GUIDES
Promotes and / or provides trade by including in packages or recommending to guests Engages boat, bus,
train, plane and other transport operators to move guests to / at attractions
Promotes and / or provides trade to natural and cultural attractions through tours
Provides employment within organisation or by contract
Promotes and / or provides trade by including in packages or recommending to guests
Influence Influence
Influence
TOURIST
The tour operator multiplier effect: A key to responsible tourism 1/2
1 tour operator
30 tours / year
25 guests / tour
750 responsible travellers /
year
= 750 stays in green hotels= 750 meals in local restaurants
= 750 visitors to sustainable destinations…
Typical tour operator:
The tour operator multiplier effect: A key to responsible tourism 2/2
180 tour operators
(1%)
30 tours / year
25 guests / tour
135,000 responsible travellers /
year
and if just 1% of Vietnam’s 18,000 tour operators acted responsibly, we could have 135,000 responsible travel
trips in 1 year!
Typical tour operator:
Potential negative impacts of unsustainable practices
Economic leakage
Restricted economic
development
Social values and cultural
conflict
Visitor safety and security
Friction, distrust and disharmony
Destruction of natural
environment
Depletion of natural
resources
How responsible tourism offers tour operators a sustainable pathway forward
Ensures natural resources are used optimally
Promotes viable and long term economic benefits
Promotes conservation of natural heritage
Uses strategically effective business practices
Builds respect of culture and authenticity
Why responsible tourism also makes good business sense
Revenue growth
Costsavings
Access to capital
Better brand
Happierstaff
Moreattractive
destinations
Licensed to operate
Improved service
Ready for regulations
Picture sources:Pixabay, www.pixabay.com
Consumer’s are also demanding responsible travel…
58% 47%
93% of Conde Nast Travellers think travel companies should be responsible for protecting the environment
of Conde Nast Travellers also say their hotel choice is influenced by the support the hotel gives to the local community
71% of TripAdvisor members planned to make a more eco-friendly choice for their holiday in 2013 compared to 65% in 2012
of Conde Nast Travellers are interested in volunteer vacations, and 98% of past volunteers satisfied with their experience
1 Source: PR News Wire 2011, “Conde Nast Traveller Announces Winners of the 2011 World Savers Awards”, http://www.prnewswire.com/news-releases/conde-nast-traveler-announces-winners-of-the-2011-world-savers-awards-127886823.html;
CondeNast Traveller, “Readers’ Poll.” Feb 2009; 2 Source: TripAdvisor 2012, TripAdvisor survey reveals travellers growing greener, TripAdvisor, Available [online]: http://www.multivu.com/mnr/49260-tripadvisor-eco-friendly-travel-survey-voluntourism-go-green, Downloaded: 07/03/2014
…and are willing to pay to go green
50% of TripAdvisor travellers are willing to spend more money to stay at an eco-friendly accommodation
75% of TripAdvisor travellers say the economic landscape does not affect their interest in eco-friendly travel choices
23% of TripAdvisor travellers would pay up to $25 additional per night to stay at an eco-friendly accommodation, while 9% would be willing to spend $25-$50 extra
Source: TripAdvisor 2012, TripAdvisor survey reveals travellers growing greener, TripAdvisor, Available [online]: http://www.multivu.com/mnr/49260-tripadvisor-eco-friendly-travel-survey-voluntourism-go-green, Downloaded: 07/03/2014
The Responsible Travel Club (Hanoi) and the Responsible Travel Group (Hue) 1/2
• 2 informal associations of travel agencies, NGOs and individuals
• Aim to build and practice responsible travel for sustainable growth in all regions of Vietnam
• Philosophy:– Community support– Business collaboration– Environment conservation & protection– Cultural preservation
Examples of RTC and RTG initiatives 2/2
Responsible travel organisations in Vietnam:
RTC in HanoiRTG in Hue
Interventions:
Knowledge-sharingCapacity building and skills training Compilation and distribution of sustainable best practice information
Responsible tourism projects:
Clean-up campaignsCommunity development projects
Responsible tourism excursions to:
Enhance local economic opportunitiesRevitalise threatened culturesProvide a genuine and memorable experience for visitors
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
The key elements of responsible tour operation
Responsible tourism internal management
Responsible tourism products
Responsible tourism supply chains
Responsible marketing &
communications
Responsible support to
tourism destinations
TOPIC 2
TOPIC 3
TOPIC 4
TOPIC 5
TOPIC 6
TOPIC 2. IMPLEMENTING RESPONSIBLE TOURISM IN INTERNAL MANAGEMENT
RESPONSIBLE TOURISM FOR TOUR OPERATORS
Picture source:https://creativecommons.org/tag/oer/page/5
Key components of responsible tourism in internal management
A. Implement responsible
practices in the workplace
B. Create a Green Office
C. Implement policies on responsible tourism and
build capacity to achieve them
A. Implement responsible practices in the workplace
Defining responsible employment
• Implementing labour standards that promote opportunities for women and men to obtain decent and productive work in conditions of freedom, equity, security and dignity (ILO)
• Ensures economic growth provides benefits for all
• Balances employer and employee benefits
Labor standards
Equal opportunity
Decent and productive
work
Provide industry accepted employment benefits
Annual leave and public holidays
Absence for military or public service duties
Social insurance and leave Sick leave
Maternity leave Proper response to accidents at work Pension plans
Provide incentives and bonuses
Examples of incentives and bonuses:• Staff retreat: sponsored
reward for all staff (often annual)
• Paid holiday: awarded to high performing staff (competitively)
• Pay bonuses: monetary reward for all staff for their work by the end of the year
Provide an adequate work space
Providing an adequate work space refers to:• Employers providing
safe and hygienic working conditions; and
• Employees following the workplace policies and procedures on health and safety
The 2 main types of workplace training
1. Induction training
2. Ongoing skills training
Provide an induction training programme
• Overview of job, timescales and expectations
• Overview of workplace• Introduction to other staff• Overview of organisation’s
mission, goals, values and philosophy
• Expectations in commitment to achieving responsible tourism
Ongoing skills training
• Formal training in skills capacity related to the occupation and needs of the employee
• Part of a formal organisational training plan that identifies:– Requirements of the training for the
company– Current skills of the workforce and
needs in the future– Available resources for training– Appropriate approaches for training– Training opportunities
Key steps in developing a skills training programme using A-D-D-I-E
Design
Develop
Implement
Evaluate
Analyse
Learning problem Goals and objectives Audience’s needs Existing knowledge Learning environment Constraints Delivery options Project timeline
Instructional Design Strategy Delivery method Training structure and duration Evaluation methodology
Create prototype Develop training materials Desktop review Run training pilot
Training schedulePrint and prepare training material
Prepare trainersNotify learnersLaunch training
Collect training evaluation data Review training effectiveness Assess project performance Report performance results
B. Create a Green Office
Considerations for reducing energy consumption in the office
Natural light
Ventilation
Type of lights
Computer power useOthers:
- Power use of other electrical appliances
Office energy audit questionsTypes Usage External factors
• Is office equipment the most energy efficient models (generally Energy Star)?
• Are computers, monitors, printers, copiers and other office equipment turned off when not in use?
• Are computers, monitors, printers, copiers and other office equipment set for “sleep” or energy saving mode?
• Is equipment recycled or properly disposed of at end of use?
Source: NSW Business Chamber 2009, Sustainability Toolkit – Hospitality, Australian Government – Department of the Environment, Water, Heritage and the Arts, Australia
Considerations for reducing energy consumption from transport
Vehicle type
Tyre pressure
Maintenance
Others: - Staff transport - Off-site meetings
Tinted windows
Vehicles and transportation energy audit questions
Types Usage External factors
• Are company vehicles most fuel efficient models available for your business’s requirements?
• When purchasing a new vehicle is fuel efficiency prioritised?
• Are employees encouraged or incentivised for taking public transport or carpooling?
• Do company vehicles receive regular maintenance?
Source: NSW Business Chamber 2009, Sustainability Toolkit – Hospitality, Australian Government – Department of the Environment, Water, Heritage and the Arts, Australia
Considerations for minimising waste in the office
Picture sources:http://www.buyecogreen.com.au/ecocern-a4-brown-paper-100-recycled-105-gsm-ream-500-sheets--p700363
https://www.officemaxcanada.com/en/sites/core/Think_overview.aspxhttp://blog.stickyinstitute.com/?p=376
http://www.printershoppers.com/printer-buying-guide/
Type of office products Waste disposal
Printing
Office equipment
Waste audit questions: Office
• Can all copiers/printers/faxes print double sided?• Are all computers and printers default settings set to
print double sided?• Is office equipment recycled or properly disposed at
end of use?• Does the company send paper invoices? • Does the company send out paper advertisements or
promotions?
Source: NSW Business Chamber 2009, Sustainability Toolkit – Hospitality, Australian Government – Department of the Environment, Water, Heritage and the Arts,
Australia
Calculating your volume of waste
Number of containers per month
Volume per
container (L)
12 (months)
Average volume (L) of waste in
1 year
Image sources:http://highlanderimages.blogspot.com/2011/12/rubbish-man.html
http://nushine.com.au/cleaning-food-hygiene-products/bins-liners/garbage-bin/prod_101.htmlhttp://labspace.open.ac.uk/mod/resource/view.php?id=465057
http://www.wmich.edu/registrar/calendars/
Baseline volume of wasteTo convert volume into cubic metres of waste or tonnes of waste:
Cubic metres = Total volume of waste (L) / 1,000Tonnes = Total volume of waste (m3) x 2.29 (approx)
Costing your volume of waste
Image sources:http://highlanderimages.blogspot.com/2011/12/rubbish-man.html
http://labspace.open.ac.uk/mod/resource/view.php?id=465057http://www.vietnamspirittravel.com/guide/vietnam_bank_notes.htm
Baseline unit cost of waste
Average volume of waste per
month (m3 or tonnes)
Cost of waste collection per month (VND)
Unit cost of waste
C. Implement policies on responsible tourism and build capacity to achieve them
The function of company policies in responsible tourism
• Links company vision and values to day-to-day operations
• Communicate expectations about work performance and boundaries of action
• Ensures compliance with relevant laws & regulations and provides a defence against inappropriate actions
• Promotes efficiency in operation and reduces need for constant management intervention
• Helps achieve sustainable tourism objectives
Healthy communities
Natural environment
Economic vitality
SUSTAINABILITY
Company benefits of having responsible tourism policies
• Helps defend a company from legal disputes• Demonstrates company commitment to maintaining a healthy
environment, building a happier society and buoyant local economy thereby enhancing the company brand and improving sales and loyalty
• Promotes the support of customers to help the company achieve its sustainability objectives
• Fosters stability and consistency in decision-making and operational procedures resulting in fewer operational setbacks
• Creates stronger and more competitive tourism destinations that have better environments, happier people and stronger local economies for the long term benefit of business, local residents and tourists
Common types of capacity building used by companies to train staff
• Provision of access to repositories of information and electronic and print resources
• Provision of company guidelines and manuals• Consultation such as coaching / mentoring• Co-ordinating alliances and observing real best
practice case studies• Workplace training
TOPIC 3. DEVELOPINGRESPONSIBLE TOURISM PRODUCTS
RESPONSIBLE TOURISM FOR TOUR OPERATORS
Picture source:Pixabay, www.pixabay.com
Key components in developing responsible tourism products
A. Understanding
responsible tourism products
B. Developing tourism
products that are
commercially viable
C. Matching markets with
product development opportunities and objectives
D. Responsible tourism product
development strategy and
action planning
A. Understanding responsible tourism products
Defining tourism products
NARROW DEFINITIONWhat the tourist buys
WIDER DEFINITIONThe combination of what the
tourist does at the destination and the services used
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
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
B. Developing tourism products that are commercially viable
The responsible tourism product development process
RESPONSIBLE TOURISM PRODUCT PLANNING
• Market analysis• Product analysis• Match markets with
products• Product assessment for
development
STAKEHOLDER CO-ORDINATION AND
COLLABORATION
• Determine goals and actions
• Establish collaborations
RESPONSIBLE TOURISM PRODUCT
DEVELOPMENT STRATEGY AND ACTION PLAN
• Develop a responsible tourism product development strategy
• Develop an implementation action plan
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
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.
C. Matching markets with product development opportunities & objectives
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
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/
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
D. 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
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
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
£$VND€
¥
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…
TOPIC 4. CREATING RESPONSIBLE TOURISM SUPPLY CHAINS
RESPONSIBLE TOURISM FOR TOUR OPERATORS
Picture source:http://www.flickr.com/photos/echovalleyranch/7006775983/
Key elements in developing responsible tourism supply chains
A. Understand the principles of
responsible tourism supply
chains
B. Develop sustainable
supply chain policies and action plans
C. Raise awareness and
support suppliers to
meet sustainability
targets
A. Understand the principles of responsible tourism supply chains
What is a supply chain?
• The system of moving of a product or service from supplier to customer
• Results in natural resources, raw materials, and components being transformed into a finished product
• Tourism supply chains involve core and ancillary tourism goods and services
• The final product purchased in a general tourism supply chain is the holiday
Picture sources:vov.vn/Uploaded/VietHoa/2012_11_21/Bieu%20dien%20van%20nghe.jpg
http://sinhcafe.com/photo_north/Maichau/maichau_hoabinh_trekking_adventuretoursdotvn.jpghttp:// www.schoolanduniversity.com/images/page_uploads/Food-and-beverage-Management.jpg
http://upload.wikimedia.org/wikipedia/commons/9/97/Premier_Executive_Transport_Services_Boeing_737-700_KvW.jpghttp://www.relaxitsdone.co.nz/_media/images/257-luxury-accommodation-in-queenstown-at-45-south-luxurious-master-bedroom.jpg
Picture source:http://piboonrungroj.files.wordpress.com/2011/07/slide03.jpg
The tourism sector supply chain
Two compelling reasons why we need sustainable supply chains in tourism
Consumers expect it You are eroding
your core product
Some other good reasons to develop a sustainable supply chain
• Improved profile / brand• Improved market access• Increased operational effectiveness • Increased sustainability
The function of making tourism supply chains more sustainable
• Recognises sustainability goes beyond the company
• Uses the power of policies and contracts combined with b2b support to create positive change
• Requires working with suppliers to achieve positive financial and sustainability performance
• Is grounded in the principles of responsible tourism
Healthy communities
Natural environment
Economic vitality
SUSTAINABLETOURISM
Example: Putting responsibility into a component of a tour operator’s supply chain
TOU
R O
PERA
TOR Hotel
Restaurant
Dairy suppliers
Fruit & vegetable suppliers
Canned goods suppliers
Others
Attractions
Others
Tour operator• Uses local destination guides• Employs local staff• Recycles• Informs guests of sustainability
issues• …
Restaurant• Employs local staff• Sources sustainable food• Implements Fair Trade• Supports local sustainability
projects• Pays fair salaries• …
Suppliers• Grow food organically• Do not sell endangered
animals• Have good working
conditions• …
Example of a simple tour operator supply chain
http://sociologicalimagination.org/wp-content/uploads/2010/07/tourism.jpg
http://www.vietnamonline.com/userfile/news/dangnguyen/2012/11/Vietnam%20expects%206%20million%20foreign%20tourists%20this%20year.jpg
http://images02.jaovat.com/ui/2/75/58/22306758_1.jpg
http://stores.niengiamtrangvang.com/admin/pics/395686035/VAN%20CHUYEN%20KHACH%20DU%20LICH.jpghttp://quantri.dntu.edu.vn/uploads/news/2013_05/huong-dan-vien-du-lich.jpg
http://a9.vietbao.vn/images/vn901/khoa-hoc/11149425-nha-hang.jpghttp://www.msccruises.com/gl_en/Images/Spa-packages.jpg
http://du-lich.chudu24.com/f/m/1310/15/7-diem-den-hap-dan-nhat-viet-nam-tren-tap-chihuffington-post-2.jpg
http://www.dulichvietnam.com.vn/data/quang-nam.jpg
Transport
Tour guide
Food and Beverage
Craft village and souvenir
Spa and entertainment
Destination and facilities
B. Develop sustainable supply chain policies and action plans
The benefits of having sustainable supply chain policy in tourism
• Helps defend a company from legal disputes• Demonstrates company commitment to sustainability• Promotes support of suppliers to achieve sustainability
objectives• Create greater stability and consistency in supplier
sustainability actions resulting in the faster achievement of sustainability objectives
TOPIC 2 TOPIC 3 TOPIC 4
The key steps to developing a sustainable supply chain
Understand where you are
Conduct a baseline study to understand the
sustainability of your existing supply chain
Decide where you want to be
Develop a sustainable supply chain policy,
standards, targets and action plan
Help your suppliers get there
Raise awareness, build capacity and offer
rewards to help your suppliers meet the sustainability goals
Monitor performance and improve
Monitor, evaluate and improve performance of
suppliers in meeting sustainability targets
Example of responsible supply chain policy statement
A1 Tours recognises that our social, economic and environmental impacts reside as much in our supply chain as in our own activities. In our supply chain A1 Tours will ensure that our suppliers are:
• Aware of the specific environmental, social and economic issues, risks and opportunities relevant to their operations and products
• Ensure they operate to internationally recognised standards of practice• Ensure systems implemented deliver effective performance
management and improvement
A1 Tours Responsible Supply Chain Policy Statement
Example of responsible supply chain procedures
In order to develop a sustainable supply chain, A1 Tours will:
1. Take a leadership role in sustainable supply chain management2. Screen suppliers for their performance in social, economic and
environmental issues management3. Support suppliers to improve sustainability performance4. Set minimum performance standards5. Consult with stakeholders6. Monitor compliance to agreements7. Terminate business relationships if performance remains below
standard or suppliers are unable or unwilling to work towards performance targets
A1 Tours Responsible Supply Chain Procedures
Sustainable supply chain action planning
• Sets out the activities and resources required to support suppliers to meet sustainability standards and targets
• Requirements:– Participation and agreement– Understanding of standards– Adequate resources including
knowledge and skills
The TOI’s tips for effective sustainable supply chain action planning
Involve suppliers incrementally
Plan for different rates of supplier progress
Focus on continuous improvements
Work with other partners in the same destination
Source: Tour Operators’ Initiative for Sustainable Development (TOI) 2004, Supply Chain Engagement for Tour Operators: Three Steps Toward Sustainability, TOI, France
Key steps in developing a sustainable contracting system
• Develop approach and procedures for implementation of sustainability performance as a contracting criteria
• Draft contractual clauses for minimum performance requirements
• Establish procedures for supplier non-compliance• Appoint a staff member to manage sustainable supply
chain activities
C. Raise awareness and support suppliers to meet sustainability targets
The importance of awareness and support in developing sustainable supply chains
• Develop sustainability messages
• Communicate sustainability messages to suppliers
Raising awareness creates
understanding, participation and
commitment
• Provide training, information, networks, assistance
• Offer incentives and rewards
Providing support promotes action
Awareness raising channels relevant to developing a sustainable tourism supply chain
Meetings and workshopsGather relevant suppliers together to communicate about the sustainability supply chain programme and new or amended policies.
Newsletters, brochures & flyersInform suppliers and others about the new or amended policy through your organisation’s print promotional material such as newsletters, flyers and brochures. It’s also good for your customers to read.
WebsiteCreate a section on sustainability in the company website to communicate responsible tourism policies and actions. Great for suppliers and customers.
EmailDeliver information about the sustainability program directly to the mailbox of the supplier. Coming from senior management can add a level of authority. Quick and direct.
Picture sources:Pixabay, http://pixabay.com/
Communicating the new sustainable supply chain policy: Key information to deliver
Sustainability policy / Code of Conduct etc
• The original policy / procedures / code etc in full
Background
• Explanation of comprehensive development process adopted
Purpose
• Importance about why the sustainability programme is needed
Affectedstakeholders
• Indication about who the Policy, Code etc affects
Benefits & incentives
• What the direct and indirect benefits of adoption will be
Implementationplan
• What the company will do next to instigate the sustainability programme
Furtherinformation
• Where to obtain further information (or from who) and how
Supporting tourism suppliers through capacity building
CAPACITY BUILDING OPTIONS
Training
Information
resources
Mentoring
Fam trips
Networks
Mentoring
Fam trips
Networks
Training
Information resources
The TOI’s recommendations on incentives for suppliers to meet sustainability goals
• Suppliers need to be convinced of the advantages of taking sustainability measures
• Recognition and rewards help foster positive action
• Develop a “preferred supplier” scheme for suppliers that meet sustainability goals which offers benefits such as:
Higher rates Longer-term contracts Committed guarantees Joint marketing
agreements More brochure space Joint promotional
activities Favoured status in system
sales searches
Source: Tour Operators’ Initiative for Sustainable Development (TOI) 2004, Supply Chain Engagement for Tour Operators: Three Steps Toward Sustainability, TOI, France
TOPIC 5. ENSURING RESPONSIBILITY IN MARKETING AND COMMUNICATIONS
RESPONSIBLE TOURISM FOR TOUR OPERATORS
Picture source:Pixabay, www.pixabay.com
Key components of responsible marketing and communications
A. Understand the role and
importance of responsible marketing &
communications
B. Ensure authentic and
accurate messages are
communicated
C. Market and communicate
practices in sustainability
D. Be guided by visitor feedback
A. Understand the role and importance of responsible marketing & communications
Applying principles of responsibility to marketing and communication
• Respects law and good practice
• Decent and honest• Respects fair competition • Has sense of social
responsibility • Respects user privacy
Benefits of responsible tourism marketing and communication
Creates competitive advantage
Increases value and demand
Increases customer loyalty
Increases customer satisfaction
Facilitates more respectful interaction in destinations
B. Ensure authentic and accurate messages are communicated
Authenticity in tourism experiences
• Travel to experience something unique or original• Integrity can relate to a place, an
object or an activity• While authenticity is perceived..
..it remains highly connected to marketing tourism experiences
• Services nature of tourism and component parts make marketing susceptible to inaccurate messages
Picture source: http://en.wikipedia.org/wiki/File:Water_Puppet_Theatre_Vietnam(1).jpg
Examples of inauthentic advertising from around the world
Picture sources:http://www.dailymail.co.uk/travel/article-2128151/France-tourism-advertising-campaign-left-red-faced-allegations-using-false-photos.html
http://www.adnews.com.au/adnews/tourism-australia-s-250m-push-labelled-false-advertisinghttp://travel.ninemsn.com.au/blog.aspx?blogentryid=335279&showcomments=true
Sharing a bottle of wine on the beach…really?
Are we in Spain or theCarribbean!?
The Mediterranean Sea has never looked
this good!
Commodification of culture
• The manufacturing and selling of culture for profit
• Response to fulfilling demand for perceived authenticity
• May result in the loss of original meaning
• Imperative to ensure involvement and determination of local people
Picture source: http://en.wikipedia.org/wiki/File:Water_Puppet_Vietnam.jpg
Greenwashing
• Knowingly misleading consumers about a product or service’s environmental practices or benefits for own gain
CAUSES• Sector’s intensity in resource use• Largely unregulated nature of the
sector• Sector composition and competition• Consumer demand
EFFECTS • Erosion of public trust of tourism eco-labels• Reputational damage
Greenwashing is all around us but can be hard to spot
Example 1• A hotel chain claims to be
environmentally friendly because they allow guests to choose whether to sleep on the same sheets and use the same towels for continuous days. While the idea is good it is not making a significant difference. More impact can be made by installing for example, motion-sensor lighting, more efficient insulation and heating, or purchasing non-toxic carpeting and bedding.
Example 2• A well-known international fast
food restaurant chain tried to paint itself as ‘green’ just because it had begun to use biofuel made from leftover grease in its fleet of trucks as well as using recycled paper in its takeaway bags. However the company still uses beef grazed on deforested land in South America, and bases its entire concept around disposable packaging.
Source: Marie C. 2013, ‘Misleading Marketing: Beware the Greenwash!’, Elux Magazine, Feb 12, 2013
C. Market and communicate practices in sustainability
Key steps for communicating sustainability: The “Keep it Real” approach
Understand the marketIdentify objectives of
sustainability communications
Develop appropriate messages and
communication channels
Communicate messages at
the right time
STEP 1 STEP 2 STEP 3 STEP 4
Source: VisitEngland 2010, Keep it real – market and communicate your credentials, London: VisitEngland and England’s Regional Sustainable Tourism Leads Group
Step 1. Understand the markets and customise sustainability messages
• While most consumers care it does not mean they will act differently
• However, when everything else is equal, sustainability values and actions differentiate a product
• Need to know attitudes of key market segments and tailor sustainability messages accordingly
“Ethical seekers”: Seek out green holidays as a continuation of their lifestyle
“Just want to switch off”: Want a simple, uncomplicated break from daily life
“Feel good factor”: Take an interest in sustainable tourism through travel press
Key market
segments
Step 2. Identify objectives of sustainability communications
1. To raise awareness and
change behaviour
2. To allow tourists to feel
good about doing the right
thing
3. To increase visitation
and/or sales
Picture sources:http://www.rhinoresourcecenter.com/images/London-1874-1885_i1314084682.php?type=tax_images&taxon=7&sort_order=asc&sort_key=year
http://www.flickr.com/photos/ilovegreenland/10134146143/sizes/m/in/photostream/http://www.vietnamspirittravel.com/guide/vietnam_bank_notes.htm
Step 3. Develop appropriate messages and communication channels
• Common mistakes in communicating messages of sustainability:– Lecturing tourists– Being overly apologetic
• Key: Communicate messages carefully to get the desired response from the consumer.
Picture source:http://commons.wikimedia.org/wiki/File:Hmong_minority_children_in_Sa_Pa.JPG
BEFORE BOOKING• Pre-departure
info
BETWEEN BOOKING & ARRIVAL• Tourism
product sustainability areas
DURING THE VISIT• Physically show
sustainability practices
AFTER THE VISIT• Updates on
sustainability activities
Step 4. Communicating messagesat the right time
D. Be guided by visitor feedback
Methods for collecting visitor feedback
A. Surveys B. Focus groups C. Feedback forms and comment cards
D. Social media E. On the spot verbal feedback and observation
A. Collecting visitor feedback through surveys
• Set of predetermined questions about specific topics
• Often used to gauge customer satisfaction after the use of a product or service
• Good for benchmarking performance• Enable businesses to align their services
to the expectations and needs of visitors• Can be online, by phone, mail or face to
face• Best to repeat visitor satisfaction surveys
at least every 3-4 years (minimum)
B. Collecting visitor feedback through focus groups
• Open discussion of a small group of people led by a moderator
• Gets in depth understanding of thoughts and opinions
• Structured around predetermined questions • Group is homogenous • Requires repetition�
C. Collecting visitor feedback through feedback forms and comment cards
• Physical, paper cards or forms with one or more survey questions
• Designed to gather feedback after a good or service has been consumed
• E.g. Visitor book at cultural heritage site, providing hotel guests with a comments card
D. Collecting visitor feedback through social media
• Enable both direct feedback and feedback on consumer attitudes and trends
• Allows product feedback before implementation through questions and discussions
• Enables monitoring of brand awareness through search results
• Allows for answering of basic questions via polls and e-surveys
• Can elicit emotional feedback via YouTube
E. Collecting visitor feedback through on the spot feedback and observation
• Observe what visitors are doing• Understand what visitors are
thinking • Simple, cheap and fast• Helps fix problems before visitors depart• Attitude: “all feedback is good feedback”
TOPIC 6. RESPONSIBLE SUPPORT TO TOURISM DESTINATIONS
RESPONSIBLE TOURISM FOR TOUR OPERATORS
Picture source:Pixabay, www.pixabay.com
Key components of providing responsible support to tourism destinations
A. Understand the role and
importance of supporting
destinations
B. Incorporate responsible
tourism practices into interactions
with destination communities
C. Promote sustainable tourism in
destinations
D. Help fund sustainable tourism in
destinations
A. Understand the role and importance of supporting destinations
What do we mean by supporting local tourism destinations?
• The provision of assistance to local communities to manage their tourism related resources sustainably
• Recognises a moral obligation• Recognises it also makes businesses sense• Requires not only supporting the local people, but
also the local environment, culture and economy
Picture source:http://www.flickr.com/photos/noxstar/5196831438/
The role and benefits of supporting local tourism destinations
Picture sources: http://pixabay.com/en/together-team-people-circle-hands-235128/; http://commons.wikimedia.org/wiki/File:Brass_scales_with_cupped_trays.png; http://archive.saga.vn/view.aspx?id=17697; http://vi.wikipedia.org/wiki/H%E1%BB%99i_Gi%C3%B3ng; http://hinhanh.1ty.vn/view-3074/; http://en.wikipedia.org/wiki/Chiang_Mai_Province
SUPPORTING LOCAL
TOURISM DESTINATIONS
Fair compensation
Economic development
Participation & inclusion
Quality products
Sustainable development
Implementing effective support to local destinations for sustainable tourism
Develop mechanisms for responsible tourism
interaction
Engage with key stakeholders to promote
sustainable tourism development
Help finance sustainable
tourism
• Organisational policies & procedures
• Codes of conduct • Collaboration and partnership
agreements
• Engaging with authorities• Partnering with the private sector• Raising awareness & building
capacity in sustainable tourism
• Driving business• Visitor charitable activities• Fundraising• Sponsorships
TOPIC 3 TOPIC 4TOPIC 2
B. Incorporate responsible tourism practices into interactions with destination communities
Relationships in a tourism code of conduct
LOCAL TOURISMDESTINATION
Code of Conduct
Destination Management Organisation
(DMO)
Tourists
Tourism Organisation
Environment
People
Economy
Example of a visitor code of conduct 1/2
Source: VNAT, Do’s and Don'ts in Vietnam for Community-based Tourists, VNAT, Vietnam
Example of a visitor code of conduct 2/2
Source: VNAT, Do’s and Don'ts in Vietnam for Community-based Tourists, VNAT, Vietnam
Communicating codes of conduct to visitors
BEFORE BOOKING• Destination’s people,
culture and environment
• Website, social media, brochures…
DURING THE VISIT• Meet and greet• Detailed information
about destination’s people, culture and environment
• Signs in prominent places• Tour guides reinforce key
issues
BETWEEN BOOKING & ARRIVAL• How to prepare• Pre-departure pack
C. Promote sustainable tourism in destinations
Why the tourism private sector has a responsibility to promote responsible tourism
• The tourism private sector is central in the tourism system giving them power and influence over how tourism develops
• Collectively tourism enterprises are highly connected to the nature and impacts of tourism on destinations
• Links and partnerships with tourism authorities, other businesses and the local community are key areas where the private sector can influence sustainability
Picture sources:http://commons.wikimedia.org/wiki/File:Vietjet_Air_VN-A686_Pepsi_livery_(11100523213).jpg
http://en.wikipedia.org/wiki/C%C6%A1m_t%E1%BA%A5mhttp://en.wikipedia.org/wiki/Rex_Hotel
Accommodation
Travel & tours
F&B
InfluenceInfluence
The power and influence of the tourism private sector
TOURISM ENTERPRISE
(hotel, tour operator,
restaurant, attraction, etc)
BUSINESS
COMMUNITY
GOVERNMENT
VISITORS
SUPPLY CHAIN ACTORS
Provide employment within their organisations
Provide revenue through payment of tourism tariffs & taxes
Provide tourism goods & services (enable the “tourism experience”)
Purchase component goods & services to create tourism products
Promote and / or provide trade to local businesses
Influence Influence
Influence
3 ways the private sector can influence sustainable tourism in destinations
1. Engagement with tourism authorities
2. Working with like-minded
organisations
3. Raising awareness in
local communities
1. Private sector engagement with destination tourism authorities
A. Participate in public sector
organised conferences, meetings &
fourms
C. Participate in public sector
surveys / research
B. Participate in destination policy
& planning processes
D. Engage in public-private partnerships
Picture sources:http://en.wikipedia.org/wiki/Handshake
http://rmbr.nus.edu.sg/news/index.php?phrase=heok%20hui&start=10&category=http://www.flickr.com/photos/mhcseattle/1111568504/
http://www.flickr.com/photos/ilri/7549725204/
2. Working with like-minded organisations
The tourism private sector can indirectly influence destination development and sustainability by:
Work with business• Join an industry association
or group and lobby internally and externally for greater sustainability
Work with NGOs• Collaborate with NGOs engaging in
sustainable tourism projects to foster positive change.
Pro-Poor Tourism Project in Quan Ba, Ha Giang Province, Vietnam
Location Quan Ba District, Ha Giang, Viet NamDuration 48 monthsFunding Caritas Luxembourg, Caritas Switzerland and MisereorObjectives Overall Objective: reduce poverty of local communities through establishing an income-
generating activity by -and for the villagers based on available and unique cultural and natural resources, its sustainable management and fostering their cultural identity.
Specific Objectives:
By 2013, each commune has 2-3 villages that generate income from pro-poor tourism (homestay, services, local products, fees, and others);
On average each village receives minimum 150-200 tourists a year (maximum 720 tourists a year) for 1 night by 2013;
At least 40 households (5 per village) have regular employment and income from PPT activities and 10% belong to the poorest category;
Villages and tourist companies (8-10 in total) work together based on a MoU of PPT (2010).
3. Helping raise awareness in local communities about the importance of sustainable tourism
RAISING AWARENESS
ABOUT SUSTAINABLE
TOURISM
Schools, universities & colleges
Seminars & conferences
Scholarships & donations
• Speaking opportunities• Course input
• As a presenter• As a delegate
• Sustainability scholarships• Sustainability resources
D. Help fund sustainable tourism in destinations
How the private sector can help finance sustainable tourism destinations
1.Send business to heritage sites
2. Help with business plans & funding proposals
3. Partner, sponsor & fundraise
4. Promote & gain customer support
5. Encourage donations
Picture sources:http://www.flickr.com/photos/wonderlane/4284011682/
http://commons.wikimedia.org/wiki/File:Internet1.jpghttp://en.wikipedia.org/wiki/Oxfam
http://commons.wikimedia.org/wiki/File:Looseleaf.jpghttp://en.wikipedia.org/wiki/Nature
1. Sending business to heritage sites
• In Vietnam market analyses highlight significance of nature and culture as key motivations for travel
• Promoting heritage sites also fosters greater appreciation of nature and culture and helps develop revenue to finance protection and promotion
• How?– Tour operators. Incorporate natural and cultural
heritage sites into range of tour packages– Hotels, restaurants etc. Recommend visiting
heritage sites to customers if asked by customers
ACTIVITIES & ATTRACTIONS OF HERITAGE SITES• Hiking• Cycling• Observing wildlife• Boating• Homestay experiences• Traditional art and crafts• Viewing historical relics• Observing cultural
performances• Appreciating architecture• Observing religious traditions
2. Assisting local organisations to prepare business plans and funding proposals
What? • Local organisations working in sustainability
frequently lack the knowledge and skills to strategically develop their organisations.
• Two key activities that can help strengthen institutions to be more economically sustainable are strategic business planning and financing
Why? • To help support organisations that are
building a destination that is socially, environmentally and economically healthier and happier and more attractive for tourists to visit
How?1. Assist organisations
doing good work to prepare simple business plans
2. Assist social and environmental organisations identify funding opportunities and to develop funding proposals
3. Partnering, sponsoring or fundraising to support environmental and social causes
Picture sources:http://www.itu.int/osg/csd/cybersecurity/gca/cop/together.html
• Directly support sustainability activities in destinations by:– Helping finance NGO or community
development activities– Donate unneeded equipment to
needy organisations– Sponsor internships– Provide prizes of company goods or
services at fundraising events – Give staff time off to participate in
volunteering activities
4. Promoting and gaining customer support in sustainability activities
• Visitors often learn about sustainability issues after they get to the destination
• Providing opportunities to support sustainability activities in the destination can tap into the good-will that is aroused
• Businesses can link heritage sites with visitor support
• Some common types of visitor support for sustainable development include donations, volunteering and advocacy
Print material. Include information about how to support conservation and social development in the
company brochure, flyer and displays around common areas
Digital communication. Put on your website info about sustainability issues, support activities and how to get involved. Enable electronic donations. Play a
video on the way to heritage sites.
Personal recommendations. Inform tour guides and service staff about how visitors can support heritage conservation and get them to communicate this to
guests
5. Encouraging customers to donate to sustainability activities
• Encouraging donations means providing ways for customers to directly provide finance for sustainability activities
• Three key requirements:1. Make it easy for customers to learn about a particular sustainability issue,
activity, or organisation (who, what, why, how)2. Be able to respond to questions3. Provide clear ways for people to make contributions
• How?– Provide a donations “drop box”– Add a certain amount to the holiday price– Add a fee or donation to a guests’ bill– Send a % of profits to a charity
Picture sources:http://www.freefoto.com/preview/04-28-50/US-Dollar-Bills
Xin trân trọng cảm ơn!Thank you!
