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UNIT 14.RESPONSIBLE TOURISM GOOD PRACTICEFOR CRAFT VILLAGES IN VIETNAM
Picture source:http://www.flickr.com/photos/nerdcoregirl/3609065883/sizes/m/in/photostream/
Unit outline
ObjectivesBy the end of this unit, participants will be able to:• Understand the positive and negative economic,
environmental and social impacts of craft villages in Vietnam and the benefits of responsible tourism
• Explain the importance of developing products for markets and marketing them responsibly and ways to do so
• Explain the principles and practices in ensuring product quality, innovation and competitiveness to ensure commercial viability
• Explain issues of waste and pollution management in craft villages and steps to minimise negative impacts
• Explain how to enhance participation and tourism destination attractiveness through craft village co-operation and co-ordination and development mechanisms
Topics1. Overview of Craft Villages
and tourism in Vietnam2. Developing product-
market links & marketing responsibly
3. Ensuring product quality, innovation & competitiveness
4. Managing waste & pollution
5. Effective co-operation & co-ordination
6. Responsible craft village destination development
TOPIC 1. OVERVIEW OF CRAFT VILLAGES AND TOURISM IN VIETNAM
RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM
Picture source:http://t0.gstatic.com/images?q=tbn:ANd9GcQ9HAJdxte3mLSZ1W7Br5hXbhxm1BWkSCzrtZ3pot5kqkyU5jW6
Craft villages in Vietnam
• > 30 % of households participating in craft activities
• Legally operate for at least 2 years
• 2 types - traditional and new craft villages
• 2017 craft villages estimated in 2007 Source: Mahanty, S, Dang, T & Hai, P. 2012, ‘Crafting sustainability: managing water
pollution in Viet Nam’s craft villages,’ Development Policy Centre Discussion Paper 20, Crawford School of Public Policy, The Australian National University, Canberra, Australia
Vietnam’s 12 categories of handicraft products
Picture sources:http://t3.gstatic.com/images?q=tbn:ANd9GcQyVfnymaeLpoQPqNEkBpi3ms49unjBgBqSW9uKt37JbGxp5Rmt; http://imagevietnam.vnanet.vn/Upload//2012/8/28/28-8TNDP4BaoAnh2882012104754928.jpg;
http://ictpress.vn/uploads/imagecache/center-image/dsc_7456.jpg; http://www.dunghangviet.vn/uploads/content/2012-09-15.07.31.01-gomssu.jpg
Identify the handicrafts!
1.
2.
3.4.
Vietnam’s 12 categories of handicraft products
Picture sources: http://farm4.staticflickr.com/3205/3123924949_2296a7837c_z.jpg; http://imagevietnam.vnanet.vn/Upload//2011/4/21/21-4TNDP09N421.jpg;
http://dulichtaybac.net/images/stories/anhbaiviet/baiviet/dt_22720101447_nghia-an2-20121016123811.jpg; http://www.nguhanhson.danang.gov.vn/Portals/0/Images/1.Tintuc_sukien/3.Vanhoa_Xahoi/2013/130926-lang%20da%201.jpg
Identify the handicrafts!
5.
6.
8.7.
Vietnam’s 12 categories of handicraft products
Picture sources:http://sohanews2.vcmedia.vn/2013/1363650840031.jpg; http://www.ellaviet.com/Uploads/Images/LANGNGHE/ThanhTien.jpg; http://www.sggp.org.vn/dataimages/original/2009/03/images281986_image001.jpg;
http://dancotravel.net/UserFiles/image/Cam-nang-du-lich/Cam-nang-du-lich-sapa/1304914053_sapa-13.jpg
12. Others
Identify the handicrafts!
9. 10.
11.
The importance of craft villages…
…to the nation• Addresses rural poverty &
helps counter rural-urban income gaps and migration
• Fosters rural industrialisation and modernisation & increases national and local budgets
…to the community• Provides jobs and income
during off-crop seasons• Improves quality of life for
local people• Enables the continued
expression of artforms
Did you know….?
Craft villages generate jobs for 1.5 million people, of which 60% are women, with most jobs located in rural areas
where employment is needed most
Vietnam’s handicrafts are exported to > 100 nations and generate
export revenue of about US$ 2.8 billion
Source: Cong, T. 2012, ‘Handicraft sector told to refresh itself’, TalkVietnam, Available [online]: www.talkvietnam.com/2012/10/handicraft-sector-told-to-refresh-itself/, Accessed: 14/08/2013
• Crafts use accessible skills and resources
• Crafts can support other sources of income
• Crafts can fill employment gaps
• Crafts are accessible to people with limited formal education
Crafts foster employment for the poor
Picture source:http://www.flickr.com/photos/ag_gilmore/8177441079/
• Crafts are based ontraditional skills
• Other sources of incomecan be limited
• It is estimated craft workers have an income 60% higher than the average income of other rural people
Crafts increase income for the poor
• Crafts are based upon traditional forms of art
• Commercial craft production helps preservecultural heritage
• Crafts help create national pride and inspiration
Crafts help preserve cultural heritage
Picture source:http://commons.wikimedia.org/wiki/File:A_silk_and_painting_shop_in_Hoi_An.jpg
• Crafts act as mementosor souvenirs that connect people to a place
• Craft villages provideenriching cultural learning experiences for tourists
• Craft villages createopportunities for other businesses to develop and improve local infrastructure and services
Crafts and craft villages create good consumer products and destinations
Picture source:http://commons.wikimedia.org/wiki/File:An_aged_woman_wearing_traditional_Vietnamese_clothes,_selling_fictile_craft_souvenirs_in_one_of_Hoi_An_Ancient_Town_streets.jpg
Why handicrafts are the ultimate souvenirs!
HANDICRAFT
Handicrafts use a special
mix of design,
materials and production
making them unique to a people and
place
Tourists want souvenirs that give a
physical reminder of a place, people or experience
• Craft skills can be passed through families and communities over generations
• Competition can help create greater cohesion amongst craft families and communities
Crafts can help foster social cohesion
Picture source:http://commons.wikimedia.org/wiki/File:Black_H'mong_family_%E2%80%93_Grandmother,_mother,_grandson-_Sapa_Vietnam.JPG
Picture source:http://www.dulichnamchau.vn/wp-content/uploads/lang-nghe-lao-cai.jpg
The evolution of the handicrafts sector in Sapa
Before 1994 1995 - 2000 After 2000
• Unknown• Few villagers
maintain these traditional skills
• Start engaging in tourism industry
• More villagers involved
• Crafts develop strongly• More than 10 villages
involved in making handicrafts
• Handicrafts exported• Villages begin
attracting tourists
Major challenges of the crafts sector in sustainability 1/3
Overrelianceon tourism
professionalLimited
development
Loss of
authenticity
Picture sources:Pixabay, http://pixabay.com/; http://www.flickr.com/photos/archer10/4331192254/
Major challenges of the crafts sector in sustainability 2/3
Picture sources:Pixabay, http://pixabay.com/; http://commons.wikimedia.org/wiki/File:Beggar_Japan_Man.svg;
!design rightsand benefits
limited
Threats of sector
stagnation waste and
pollution
MINE
YOURS
Major challenges of the crafts sector in sustainability 3/3
Depletionof natural resources
commodificationof culture
Others??
Picture source:Pixabay, www.pixabay.com
Adopting a responsible tourism approach to improve craft village sustainability
Responsible tourism balances the needs of the consumer, supplier, community and environment
Minimises negative economic social &
environmental impacts
Creates greater economic benefits
for local people
Promotes greater local participation
Helps conserve natural and
cultural resources
Creates more attractive and commercially
viable products (and destinations)
Application of responsible tourism in craft villages
Developing product-market links & marketing
responsibly
Ensuring product quality, innovation &
competitiveness
Managing craft waste & pollution
Effective co-operation & co-
ordination
Responsible craft village destination
development
Topic 2 & 3
Topic 4
Topic 5
Topic 6
Topic 7
Benefits of adopting a responsible tourism approach in craft villages
Greater ownership & accountability
Maintenance of cultural integrity
and pride
Empowerment of local residents
Enhanced experiences for
tourists & consumer
Enhanced appreciation of contribution of
tourism to cultural preservation
TOPIC 2. DEVELOPING PRODUCT-MARKET LINKS & MARKETING RESPONSIBLY
RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM
Picture source:http://chogombattrang.vn/upload/user/hieunt/news/du-lich-bat-trang-www.chogombattrang.vn.jpg
What do we mean by product-market links?
• A product is the finished craft that is available for sale to consumers
• Vietnam has 12 craft products groups
• Markets are the end consumers who buy the products
• Markets can be domestic or international (export)
• Markets can be further defined into market segments
MARKET
PRODUCTS
Picture source:Pixabay, www.pixabay.com
FORM
PRICE
• Not all markets may be interested in the same product/s
• Consumers have different needs in product design, form, and function
• Consumers have different budgets• Expectations / requirements of
product quality can also vary
Why do we need to match products to markets?
DESIGN
FUNCTION
QUALITY
Picture source:Pixabay, www.pixabay.com
Different markets want different product characteristics
RED COLOUR
LOWQUALITY
HIGHQUALITY
BLUECOLOUR
SIMPLEDESIGN
COMPLEXDESIGN
GREENCOLOUR
MARKET A
MARKET B
MARKET C
Additional considerations for developing commercially viable products
COMPETITION
Market
trends
positioningmarket
sizemar
ket
Up? Down?
How many consumers?
How do we compare?
How are we different?
Benefits of product-market matching
• Better meets consumer needs making them more commercially viable and economically sustainable
• More likely to have reliable sales which better secures incomes
Meet specific target market needs
Priced to meet the budget of the target market
Ensures producers obtain sufficient profit
Takes better advantage of market opportunities
Plans for market risks including those of competitors
Picture source:Pixabay, www.pixabay.com
BUILDING STRONG
PRODUCT-MARKET
LINKS
2. Develop products using
a market & competitor
analysis
3. Strengthen products by reviewing & improving business linkages
4. Continually improve
products based on feedback
1. Base products on a
value chain analysis
Principles of good practice in building strong product-market links
Principle 1. Build high value products based on a value chain analysis
• Understand the activities that are performed (add “value”) to develop the craft product
• Used to strengthen products by examining actors and linkages and finding ways to strengthen or improve activities
• Quantification used to understand value, for example:– Number of the different actors (companies or workforce)– Product quantities sold by different actors
(products or turnover)– Number of persons employed, gender ratios etc
• Analysis generally requires specific skills and experience
http://cityinsight.vn/data/images/uploads/2013/10/van-phuc-silk-handicraft-village-hanoi-one-day-tour-1.jpg
Steps to conduct a value chain analysis
COLLECTDATA
ANALYSEDATA
Opportunities
&constraints
Mapping actors,
functions & relationships
End market analysis
VET FINDINGS / DEVELOP
ACTION PLAN
Example of typical handicrafts value chain
After the value chain is developed, it is possible to
identify challenges at different stages of the value
chain. Based on the analysis, a range of
solutions can be developed and implemented such as :
technical skills training, gender equality and
entrepreneurship development, access to
business support services and finance, access to
markets, and strengthening of craft cooperatives.
Source: UNWomen, http://www.unwomen.org/mdgf/B/VietNam_B.html
Calculating product economic value
• Requires assessing market prices at different levels of the value chain
• How much money is spent on raw material, what is the producer price and what are wholesale and retail prices?
• An example of a handicraft value chain is below:
Raw material$0.5/handicraft
Handicraft production$0.9/handicraft
Middlemen – marketing$1.0/handicraft
Retail market$1.1/handicraft
Consumer
Total value of product is price paid by consumer ($1.1)
Source: International Trade Centre 2012, Inclusive tourism: Linking the handicraft sector to tourism markets, ITC, Geneva, Switzerland
Assessing opportunities and constraints for pro-poor benefit
OPPORTUNITY ANALYSIS CONSTRAINTS ANALYSIS• Is there any particular demand for a certain kind of
handicrafts expressed by traders? • What kind of higher value handicraft products are
appreciated by tourists?• Are there any particular product qualities which are in
high demand?• How will the tourism sector change in the country in the
near future?• What tourism trends are pushed by local and
international stakeholders?• What possibilities are there to substitute imported
products?• Are there any possibilities for new product development?• What market channels can be developed further?• What kind of raw material can be used in addition?• Can poor people be helped to upgrade their production?• Can poor people take over additional functions in the
value chain?
• What constraints need to be overcome in order to be able to make use of the market opportunities?
• What other constraints do not allow craftsmen to receive a higher price paid by the tourists and to increase their income?
• To what extent does the product quality need to be improved in order to increase sales?
• What kind of skills and knowledge are missing?• Is the raw material supply sufficient?• Are the technologies and equipment used appropriate?• How can productivity be increased?• Are there any particular transport problems?• How is the relationship between traders and raw material
suppliers?
Source: International Trade Centre 2012, Inclusive tourism: Linking the handicraft sector to tourism markets, ITC, Geneva, Switzerland
Principle 2. Develop products using a market and competitor analysis
• Confirms demand and positioning of current craft products
• Identifies opportunities for current or new products with current or new markets
• Allows craft organisations to understand and eliminate threats and challenges and pursue the strongest opportunities
COMPONENTS OF A MARKET ANALYSIS
• Market characteristics • Input supply• Technology / product
development• Management &
organisation• Policy framework• Finance
Overview of key elements of a market analysis
Industry overview
Current size, historic growth rate, trends and other characteristics such as life cycle stage, projected growth rate
Target market analysis
Critical needs of consumers, demographics, location, seasonal or cyclical purchasing trends, size of the primary target market, annual purchases made, forecast growth, anticipated market share, pricing structure, gross margin levels, promotional offers planned etc
Competitor analysis
Competitor market share, importance of target market to competitors, indirect or secondary competitors
Regulatory restrictions
Customer or governmental regulatory requirements affecting business, operational or cost impacts for compliance
Considerations in a competitor analysis
COMPETITOR
TYPE/S OFCRAFTS PRODUCED
TARGET MARKET
PRODUCTFEATURES
QUALITY
PRICING
DISTRIBUTION
Picture source:Pixabay, www.pixabay.com
Principle 3. Strengthen products by reviewing and improving business linkages
• Forward linkages– Identify opportunities and / or
gaps– Develop forums– Complement existing linkages
with new ones
• Backward linkages– Solidify access to sufficient raw
materials / quality inputs at reasonable prices
HANDICRAFTCOOPERATIVE
RETAILSHOP
RAWMATERIALSUPPLIERS
Forward linkages
Backward linkages
Principle 4. Continually improve products based on feedback
• Markets needs and wants are continually changing based upon social, cultural and economic influences
• Crafts need to stay informed about what the market wants in order to remain viable in the long term
• Feedback helps us understand the WHY behind what people are doing:
Why are peoplebuying her
handicraft much more than mine?
Why do most customers only buy one
handicraft and not two?
How can I get more men to
buy my handicrafts?
Picture source:Pixabay, www.pixabay.com
Benefits of gaining customer feedback
Guides better business decisions
Identifies ‘at risk’ customers
Stop problems reoccurring
Three simple ways to get customer feedback
Talk to customers if you are selling your handicrafts directly in the village. If not, ask your retailers to ask some simple questions about what they like and dislike about the handicrafts.
Conduct a focus group session with retailers, tour operators, hotels and other sellers of your crafts to get their opinions on your products.
Conduct a survey with the help of partner retailers. Consider talking to a local college or university to see if they can provide some students to help as a part of their course.1 2
3
TOPIC 3. IMPLEMENTING EFFECTIVE, AUTHENTIC & RESPONSIBLE MARKETING
RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM
Picture source:http://www.flickr.com/photos/vanmarcianoart/6076488268/
What is the issue?
• Poor marketing of cultural products can result in loss of meaning and significance
• Poor marketing and communication in craft village tourism destinations can result in cultural conflict and erosion of cultural integrity
• Sensitively marketed handicrafts and craft village tourism destinations can promote cross-cultural understanding and respect
This bowl was produced by the Black Hmong Women’s Cooperative. The design uses traditional patterns that date back hundreds of years. 5% of all sales support community projects.
Picture sources:Pixabay, http://pixabay.com/
Benefits of marketing authentically and responsibly
Builds relationships between handicraft
producers and consumers
Builds handicraft brand recognition
Builds cross-cultural understanding and respect
Creates more appealing and interesting products
Can result in increased sales if handicraft is Fair
Trade certified
EFFECTIVE, AUTHENTIC & RESPONSIBLE MARKETING OF CRAFTS
2. Develop a brand that
reflects cultural and community
values
3. Implement creative
promotional strategies
4. Raise awareness and appreciation of
cultural heritage
1. Market strategically
Principles of effective, authentic and responsible marketing in crafts
Principle 1. Market craft products and destinations strategically
Develop a marketing plan that:• Specifies a long term vision
with clear objectives• Identifies key target markets,
market strengths, weaknesses, opportunities and threats
• Identifies the products, promotional strategies, distribution channels, and pricing
• Contains an action plan that is budgeted, time bound and assigns responsibilities
http://cityinsight.vn/data/images/uploads/2013/10/van-phuc-silk-handicraft-village-hanoi-one-day-tour-1.jpg
Inclusions of a marketing planVision Communicates both the purpose and values of the organisation
Objectives Define what you want to accomplish through your marketing activities. Objectives should be SMART (Specific, Measurable, Achievable, Realistic and Timely). Should be consistent with the priorities of the organisation.
Target markets
Identify and analyse key target markets. How big is the overall market? How rapidly is it growing? And what is the consumer profile (e.g. age, gender, location, marital status, income, customer’s interests, hobbies, values, attitudes behaviours, lifestyle, etc).
SWOT analysis
Identify the organisation’s internal strengths and weaknesses and the external opportunities and threats. The results guide action plan development. Strengths (e.g. cost advantages, financial resources, customer loyalty, wide recognition for social responsibility), Weaknesses (need for experienced managers, inadequate financing, weak market image), Opportunities (e.g. growing demand for quality, enter new markets), Threats (e.g. changing buyer tastes, new competitors, adverse government policies)
Products The mix of all the features, advantages, and benefits that the products offer to target markets (e.g. the core benefit of the products, additional features, and non-tangible benefits such as warranties, delivery)
Promotions The promotional activities that communicate the benefits of the products to the target market to persuade them to make a purchase. Can include direct marketing, advertising, personal selling, sales promotions etc.
Distribution Where the sales are to be made and how the products will be distributed (e.g. channels of distribution, extent of market coverage, transportation and logistics). Should identify all key intermediaries (Retailers, wholesalers, agents and brokers)
Pricing Price relates to the pricing strategy of your products or services. Pricing strategies include: Premium Pricing (e.g. high prices charged for luxury products), Penetration Pricing (where a lower price is set than the general market in order to increase sales and market share), Skimming Pricing (setting a high initial price relative to the prices of competing products and then lower the price over time), and Competition Pricing (setting prices in comparison with your competitors)
Action plan Activities that will take place to meet each objective. Informed by the SWOT analysis. Budgeted, time bound and assigns responsibilities.
Principle 2. Develop a brand that reflects cultural and community values
• Branding aims to build market presence
• Should be connected to quality• Brand should be sympathetic to the
culture of the community• Follow a brand development
process that identifies product attributes, benefits, and a brand “DNA”
• Physically represent the brand through the development of a slogan, logo and label
Picture source:http://www.flickr.com/photos/fischerfotos/7447237212/
The brand pyramid
• How the experience will satisfyEmotional benefit
• Summarises the emotional need of the consumerConsumer benefit
• Summarises the tangible experience – what do the attributes give the consumer?Functional benefit
• The most desirable / differentiated tangible assets of the productProduct attributes
DNA: Phrase that captures the soul of the brand
Principle 3. Implement creative promotional strategies
• Promotion is required to get the craft product from theproducers to the consumers
• Promotion can be a costly endeavour, so low cost, innovative strategies are important
• Methods can include print material, web presence, working with media, and direct promotion
Picture source:Pixabay, www.pixabay.com
Practical promotional strategies
Develop
Tags & stickers
Develop a website &
social media presence
printmaterial
Develop &distribute a range of
Develop avillage display centre
Participate intrade fairs & events
Develop stories for the
local media
Door
localbusinesses
knock
Picture source:Pixabay, www.pixabay.com
Tips for communicating marketing messages effectively
• Be clear and direct• Speak to the target market/s• Convey features and benefits• Use every-day language• Have a strong storyline• Speak to people’s emotions• Explain where & how to purchase• Incorporate photos / images
Principle 4. Raise awareness and appreciation of cultural heritage
• Crafts providean opportunity to promoteculture and enhance culturalunderstanding
• A lack of cultural understanding can result in mistrust and offensive behaviour
• Improve cultural understanding by:A. Raising awareness through a destination code of conductB. Informing consumers / tourists in promotional materialC. Communicating “pro-poor” messages
http://cityinsight.vn/data/images/uploads/2013/10/van-phuc-silk-handicraft-village-hanoi-one-day-tour-1.jpg
A. Developing a visitor code of conduct for craft village tourism destinations
• “Soft management” tool for tourism destinations
• Visitors asked to follow appropriate behaviour to respect the local culture, protect the environment, and support the local economy
• Dissemination through signs, brochures, destination website (if available), tour guides, information packs
Picture source:http://luangprabang-tourism.blogspot.com/2010/07/dos-and-donts-in-laos.html
.
EDUCATE
INFLUENCE
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
Environmental issues to consider in a code of conduct
Picture sources: http://www.flickr.com/photos/superciliousness/15175142/sizes/n/in/photostream/; http://www.flickr.com/photos/photosofsrilanka/4268169172/; http://www.flickr.com/photos/goron/67076452/; http://www.flickr.com/photos/klachi6/7141668687/; http://commons.wikimedia.org/wiki/File:Hiking_at_highest_peak_in_Kosova_-_Gjeravica.JPG; http://www.flickr.com/photos/markturner/3460610476/
Following walking trails, driving in natural areas, boating…Litter
Large tour groups
Watching wildlifeNoise
Picking a flower
How can these
become an issue?
Social issues to consider in a code of conduct
How can these
become an issue?
Picture sources: http://commons.wikimedia.org/wiki/File:Young_woman_at_Waikiki_Beach.jpg;
http://www.flickr.com/photos/tracy77/1038537421/; http://en.wikipedia.org/wiki/Tourist_sign; http://www.flickr.com/photos/nogoodreason/3355665500/; http://commons.wikimedia.org/wiki/File:Annie_Lin_taking_a_photo_at_the_Wikimedia_Foundation_office,_2010-10-25.jpg; http://commons.wikimedia.org/wiki/File:Beach_from_Le_Royal_M
%C3%A9ridien_Beach_Resort_and_Spa_in_Dubai_2.jpg;
Villagers making a living from tourism
Foreign languages
Dressing like at home
Photographing the locals Coastal resorts
Expansion of international food & culture
Economic issues to consider in a code of conduct
Picture sources:http://commons.wikimedia.org/wiki/File:Boy_begging_in_Agra.jpg; http://www.flickr.com/photos/jason_weemin/3031278325/; http://en.wikipedia.org/wiki/List_of_countries_with_KFC_franchises;
http://www.flickr.com/photos/da5ide/795541154/; http://www.flickr.com/photos/davidstanleytravel/8590204805/
How can these
become an issue?
Giving to beggars Extreme bargaining
Patronising foreign owned restaurants Paying unfair salaries and rates to local suppliers
Patronising foreign owned hotels
The responsibility of visitors in local tourism destinations
As a visitor I agree to:Help the local economy by…
• Using accredited operators• Buying locally made souvenirs• Eating at local restaurants• Staying in locally-owned places• Purchasing fair trade products• Supporting responsible tourism
operators..
Help the local environment by…
• Not littering• Avoiding excessive waste• Leaving nature as it is• Not disturbing wildlife• Putting out cigarettes properly• Carbon offseting• Saving energy• Not purchasing or eating endangered species…
Help the local people by…
• Being considerate of the communities I visit
• Donating via reputable institutions
• Not giving money to children and beggars
• Respecting cultural difference• Not supporting the illegal
drug or sex trade• Using responsible travel
providers• Using operators with
responsible tourism policies.
Picture sources:Pixabay, http://pixabay.com/
B. Communicating cultural significance and understanding in promotional material
• Develop interesting stories about the cultural significance of the craft products and destination
• Connections help drive visitation and sales
• Integrate stories across all promotional material
WHERE? Brochures Websites Flyers Email signature Business cards Labels Others?
Topics to discuss when promoting cultural products and destinations
• People• History• Culture• Geography
• Production methods• Traditional use• Design significance•Materials
DESTINATIONSPRODUCTS
Picture sources:Pixabay, http://pixabay.com/
C. Communicating “pro-poor” messages
• “Pro-poor” tourism refers to tourism strategies developed to help alleviate poverty
• Includes craft products developed by local villagers and cooperatives
• Pro-poor messages are explanations about how the purchase of the craft product or visiting the craft village destination will help alleviate local poverty
• The extent to which sales contributes to poverty reduction should be made clear
• Pro-poor messages can lead to increased sales from consumers with a social conscience
HOW?• Product labels• Product stickers• Brochures• Websites• Others?
Example of effective promotion of sustainability activities: Joma Café, Hanoi
Pro-poor message
Example of effective promotion of sustainability activities: Joma Café, Hanoi
Pro-poor message
TOPIC 4. ENSURING PRODUCT QUALITY, INNOVATION & COMPETITIVENESS
RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM
Picture source:http://www.flickr.com/photos/marfis75/404877169/
What is the issue?
• Commercially viable craft products must be based on product development best practice to ensure commercial viability
• Adding a responsible tourism component means that products must also be environmentally and socially sustainable
• To achieve commercial viability, responsible craft products must meet market needs, be innovative, and maintain cultural authenticity
Picture source:http://www.flickr.com/photos/jepoirrier/6053558665/
The key requirements of commercially viable and responsible craft products
• Based on market needs• Connect to market segments• Cater to more than one market• Consider market positioning• Consider competitors in positioning and pricing
Understanding and meeting end user requirements of craft products
Product sizeColour preferences
Type of materials used
Additional functional requirements
Core functional requirements
Product weight
+ Innovative / contemporary design features
+ Cultural authenticity, meaning and significance
Picture sources:Pixabay, http://pixabay.com/
Benefits of developing high quality, innovative and competitive craft products
Sustain higher prices
Relevant to a broader range of consumers
Differentiation
Use stronger, more durable materials
Blend contemporary & traditional design
HIGH QUALITY, INNOVATIVE & COMPETITIVE
CRAFTS
1. Develop unique &
innovative designs
2. Pursue practical options
for support & capacity building
3. Aim for quality
Principles of developing high quality, innovative and competitive craft products
Principle 1: Develop unique & innovative designs
• Attractive and marketable crafts are based on good design
• Design can relate to:– Creating new products– Redesigning existing products– Exploring new or old markets– Applying traditional skills for new
opportunities– Using new materials, processes, tools and technologies
Picture source:http://www.flickr.com/photos/runran/6885362990/
Design elements consumers are looking for in handicrafts
Workmanship
Functionality
Practicality
Natural materials
Cultural values
Aesthetics
Picture source:Pixabay, www.pixabay.com
Principle 2: Pursue practical options for support and capacity building
• Craft producers often know the importance of developing quality, competitive products but don’t know what to do
• Practical options for support, advice and capacity building can come from:– NGOs and Government– Industry / Private sector
Have an intimate understanding of their customers
Are more aware of
global fashion and trends
Have access to technology
and information resources
PRIVATESECTOR
How government and NGOs can support and build capacity of craft producers
Co-operatives can…
…contact relevant government
authorities to find out about free and
low cost training opportunities
…set aside a percentage of earnings to fund
sending a designer to a training course
…research and contact NGOs working in the crafts sector and discuss opportunities for gaining their support
How industry can support and build capacity of craft producers
PRIVATE SECTOR
CAPACITY BUILDING
Training Information
resources
Mentoring
Networks
Mentoring
NetworksTraining
Information resources
Principle 3: Aim for design quality
• Quality is important to helpmaintain customer satisfaction and loyalty and to reduce the risk of faulty goods
• Quality products are important in building long-term revenue and profitability
• Quality products can also support higher pricing• A strong reputation for quality can also be a differentiator
in competitive markets
Picture source:http://www.flickr.com/photos/runran/6885362990/
4 simple ways to ensure production of good quality craft products
Raw material type
Production checks
Final product quality control checks
Raw material supply
Picture sources:http://en.wikipedia.org/wiki/Vietnamese_Water_puppets
http://www.pixabay.comhttp://www.flickr.com/photos/ag_gilmore/8177441079/
http://www.flickr.com/photos/usdagov/5216079185/
Example: Ensuring quality brocade products in Ha Giang
The H’mong women’s weaver’s co-operative of some 100 H’mong female weavers has developed new brocade designs based on their traditional weaving practice with the assistance of the French NGO, Batik International. The co-operative produces more than 120 different types of products of high quality that are supplied to high value markets such as resorts, large hotels and craft shops in Hanoi and overseas. Before the craft products are delivered to buyers they are carefully checked by a senior master weaver and the chairwoman of the co-operative. In order to keep up with consumer demand and trends and introduce the traditional brocade to new markets the chairwoman travels to craft trade markets both nationally and internationally.
TOPIC 5. MANAGINGCRAFT WASTE AND POLLUTION
RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM
Picture source:http://www.flickr.com/photos/notsogoodphotography/4547807568/
What is the issue?
• Almost all craft enterprises and villages in Vietnam are releasing untreated waste, which is seriously polluting and degrading the environment
• The discharge of untreated pollutants into the environment causes pollution of ground and surface water resulting in degradation of the natural environment and impacts on human health
Silk and textile production release large volumes of waste water
which contain high levels of chemicals
Production of metal products releases lower volumes of waste water, but with higher levels of
toxicity
Handicraft related environmental impacts in villages
CRAFTWASTE
AIR WATER SOLID OTHERSTextile & dyeing, silk & leather tanning
Dust & chemical pollutants
Biological & chemical (dyes, bleaches), contaminants, heavy metals from tanning
Cinders & textile scraps; unsafe chemical containers
Localised heat & humidity
Ceramics Dust & chemical pollutants
Biological waste, oils & dye chemicals
Coal ash & other solid waste
Heat
Lacquer, stone engraving
Dust and chemical pollutants from solvents
Biological waste, oils and dye chemicals
Solid waste
Stone processing Dust & other chemical pollutants
Chemical pollutants Coal ash, small stone scraps
Heat, noise, exposure to vibration
Causes of excessive and harmful waste in crafts sector
• Excessive waste can be caused by incorrect material storage and handling, overestimation of material requirements, excessive product packaging, and use of one-off disposable products
• Waste that is harmful to the environment and people is often the result of the use of toxic products in production or alternatively production by-products
Picture source:http://www.flickr.com/photos/notsogoodphotography/4547807568/
Impacts of craft pollution on the health of the community
A study of the Red River region conducted by the Korean Environment Institute (KEI) and the World Bank found:
Source: Ministry of Natural Resources and the Environment 2008, Environment report of Vietnam, 2008: Craft village environment' / 'Bao Cao Moi Truong Quoc Gia 2008: Moi Truong Lang Nghe Viet Nam, MONRE, Hanoi, Vietnam
“Craft village residents report higher levels of eye, intestinal and skin disease, and respiratory conditions
than people from other villages”
“The life expectancy of craft villagers is
reported to be 10 years shorter than the
national average” “Cancer is more common in craft villages engaged in plastic, lead
and metal recycling”
Benefits of effective waste management and treatment
protectsnatural resourcesfor sustainable long term harvesting
from waste disposal fees, more effective purchasing
decisions & fine avoidance
saves money less
drinking & agricultural watercontaminated
reduces illness and improves
quality of life
Picture sources:Pixabay, http://pixabay.com/
MANAGING WASTE
1. Implement the 3R’s
2. Promote collective
action
3. Upgrade technology
4. Transition to natural products
Principles of good practice in managing waste in crafts
+ Government actions
Principle 1. Implement the 3R’s
For any operation the first step to minimise waste is to implement the 3R’s: Reduce, Reuse, Recycle
Reduce
• Reduce single-use and disposable products
• Reduce products with excessive packaging
• Buy in bulk (also saves money)
• Choose concentrated products or refillable containers
• Plan raw material requirements according to seasonal requirements
Reuse
• Repair instead of replace• Choose well made durable
items (cheaper in long term)• Sell, donate or gift unwanted
equipment or appliances• Reuse containers and jars for
other uses• Where possible consider
using recycled materials as components of craft products
Recycle
• Sell broken products to repair services who can resell
• Buy products made from recycled material or recyclable packaging
• Separate glass, hard plastics, aluminium, steel, and paper and sell to recycling collectors
Conducting a walk through waste audit
Process:1. Create audit checklist for waste
facilities and processes2. Survey product procurement use
and waste disposal systems using observation and measurements to complete the audit checklist
3. Take notes of any outstanding questions or areas that need follow-up information or expertise
OBJECTIVES
• Identify current types and volumes of waste
• Distinguish sources of waste• Identify poor practices in
procurement of goods and waste disposal
• Identify potential savings and low cost or no cost improvements
• Identify potential longer-term capital improvements
Principle 2. Work with others to promote collective action
• Small and family based craft enterprises have limited access to capital for waste management technology
• By joining together craft enterprises can create economies of scale and gain better access to waste management technology
• Co-operatives can also pool finances and are more eligible for government loans
Picture source:http://en.wikipedia.org/wiki/Industrial_wastewater_treatment
Government policies on credit to support SMEs and non-farming jobs
Decision 193/2001/QD-TTG
Calls for the establishment of a SME Credit Guarantee Fund
Direction84/2002/TT-BTC
Provides guided financial support for the development of rural non-farming jobs
Principle 3. Upgrade craft production technology
• Many craft enterprises use old technology that is more than 50 years old
• Old, low-cost and inefficient technologies are a primary cause of pollution in craft villages
• Inefficient machinery contributes to pollution as more inputs and waste are associated with each unit of production
Source:Mahanty, S, Dan, T & Hai, P 2012, ‘Crafting sustainability: managing water pollution in Viet Nam’s craft villages,’ Development
Policy Centre Discussion Paper 20, Crawford School of Public Policy, The Australian National University, Canberra
This paper processing machine is from the 1960s and is still in use in Phong Khe
Principle 4. Transition to natural products
• Some crafts involve the use of toxic chemicals which can affect the health of the environment and the community if not treated
• Natural products can reduce these impacts when waste treatment technology is inaccessible
• Natural products are also in demand from consumers meaning an increase in price doesn’t need to affect sales
• Using natural products can also be an effective differentiator from the competition
Picture source:http://en.wikipedia.org/wiki/Natural_dye
Practical solutions for authorities to minimise excessive and harmful waste
EIAsplanningland use
infrastructurewaste management
CAPACITY BUILDING
raisingawareness
incentivesPENALTIES and
TOPIC 6. EFFECTIVE CO-OPERATION & CO-ORDINATION IN CRAFT VILLAGES
RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM
Picture source:http://www.flickr.com/photos/atoll/182853364/
What is the issue?
• Many handicraft operations in Vietnam are home-based and not formally registered
• Whilst workers in such family businesses might receive a career, income and family-based social support, the informal nature:– Restricts businesses’ ability to upscale– Restricts business’ access to government support– Restricts workers’ access to decent working conditions
Picture source:http://pixabay.com/en/weaving-woman-vietnam-ethnic-art-271075/
Using co-operatives for effective co-operation and co-ordination in crafts
• Groups families or individuals that come together for a common business purpose
• Must contain 3 or more individuals• Members contribute assets and
work together to create jobs and benefits
• Based upon mutual responsibility• Regulated by Decree No. 151 / 2007 / ND-CP (10/10/2007)• Certified by People's Committee of Communes, Wards &
Towns
Picture source:http://www.flickr.com/photos/atoll/182853364/
Benefits of co-operatives
• Upscale supply potential
• Strengthen market positions
• Regular supply and quality control
• Improved access to training
• Improved government, business and NGO dialogue & support
• Improved working conditions
• Stronger marketing activities
• Greater access to finance
Stop - check
• Before starting a new co-operative check no other such groups already exist.
• It can be counter-productive to have too many groups in one community performing similar functions.
• Only proceed if there are no such organisations or alternatively if the capacity, cohesiveness and profitability of the existing organisations is insufficient.
Picture sources:Pixabay, http://pixabay.com/
CO-OPERATIVE PLANNING &
MANAGEMENT
1. Ensure stakeholder support &
participation
2. Develop an effective
organisational structure
3. Establish good
recruitment & employment
conditions
4. Implement effective finance
management systems
5. Implement business planning
6. Monitor outcomes and
continually improve
Principles of good practice in co-operative planning & management in crafts
Principle 1. Ensure stakeholder support and participation
• Stakeholder support is important because crafts have a range of positive and negative impacts and the interests of all must be considered
• Stakeholder participation is important because good co-operatives are based upon achieving a common business purpose through mutual co-operation and responsibility
• Moreover, participation best utilises the full range of skills available
BENEFITS• Members achieve
results more efficiently and effectively• Benefits of
membership are spread more widely and fairly
The UNWTO’s 12 roles and benefits of collaboration in tourism
• To reflect multiple aims and agree common targets1.
• 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 commitment6.
• 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.
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
Three simple ways to encourage support and participation when forming a co-operative
Involve all stakeholders in the co-operative formation process and obtain stakeholder input into identifying the scope, aims and objectives, organisation and roles and responsibilities
Make information from meetings accessible so all members can contribute to it, comment on it, criticise it and revise it
Promote open communication. An intermediary or facilitator can help bridge stakeholder differences and create an atmosphere for constructive dialogue1 2
3
Principle 2. Develop an effective organisational management board
• Co-operatives are legally owned by the members who elect a board of management to make decisions and formulate plans or policy for the co-operative
• Because co-operatives are member organisations, directors must make decisions that are based not only on what is most profitable, but also on the needs of the members
TYPICAL DUTIES OF CO-OPERATIVE BOARD OF DIRECTORS• Develop guidelines to control
business activities• Appointment, supervision and
removal of employees• Calling of special meetings • Approval of general business
arrangements • Settlement of arrangements for
handling funds• Attending and participating in general
meetings • Actively keep members informed of
business activities and problems
The pillars of good governance in co-operative management boards
ACCOUNTABILITY &TRANSPARENCY
RISKMANAGEMENT CONTROL
Foster trust, honesty and collaboration through access to
information and disclosure of regular management reports including financial arrangements that are
accessible to all.
Show leadership, entrepreneurship, integrity and good judgment in directing the affairs of the co-
operative and provide guidance for long-term and short-term planning.
Establish a code of conduct to guide decision-making and manage conflicts
in the best interests of the organisation. Set up monitoring
mechanisms to assess performance of business and of staff.
Picture source:Pixabay, www.pixabay.com
Principle 3. Establish good recruitment and working conditions
• Because co-operatives are membership-based organisations the good treatment of each member is critical to the overall success of the organisation
• Following responsible principles in employment, the work undertaken in co-operatives should:– Follow Vietnamese labour
standards– Be decent and productive– Be based upon the
principles of equal opportunity
Picture source:http://talkvietnam.com/2012/07/hanoi-marks-international-year-of-cooperatives/
Key benefits of implementing responsible employment in tourism
• Improvements in productivity and economic performance
• More satisfied workers and lower staff turnover• Better trained workforce and higher employment
levels• Reduction in costly accidents and health care fees• Enhanced innovation from staff
Ensure decent working conditions
Follow the Vietnam Labor Code
Develop position descriptions for each role
Provide employment benefits
Provide an adequate work space
Ensure equal opportunity and practice non-discrimination
Provide skills training
Picture source:Pixabay, www.pixabay.com
Recruit according to skill requirements
Principle 4. Implement effective finance management systems
• Finance management systems help ensure co-operatives remain economically stable by helping members manage and monitor the financial situation and measure the success of the organisation
• The key objectives in finance management is to:– Comply with all legal financial
requirements– Adhere to sound accounting principles
that produce reliable financial information
– Ensure fiscal responsibility and build public trust
COMPONENTS OF FINANCE MANAGEMENT• Implement monitoring of direct
and indirect costs• Implement a system for tracking
revenue and expense to comply with government reporting requirements, funder’s expectations and to effectively manage co-operative finances
• Engage in cost effective fund development activities
12 Tips for effective financial management of co-operatives
FULFILLING FINANCIAL MANAGEMENT FUNCTIONS1. Provide consistent financial reporting2. Separate financial duties3. Adopt financial procedures4. Assess risks5. Prohibit loans6. Build capacity in finance
ENSURING COMPLIANCE7. Comply with regulations8. Provide timely and accurate reports9. Enable reporting of financial misconduct
FOSTERING ACCOUNTABILITY AND TRANSPARENCY10. Report financial information11. Avoid recurring deficits12. Ensure non-use of assets for personal gain
Picture source:Pixabay, www.pixabay.com
Principle 5. Implement business planning
• Business plans are the road map of an organisation’s operational methodology, marketing and financing process and general management philosophy
• Business plans provide a mechanism for monitoring and evaluating progress
• Business plans are the key document for investors or donors when seeking finance
BUSINESS PLANS…• Articulate specific goals and
objectives• Promote efficiencies• Identify opportunities for
improvement• Establish performance
guidelines• Raise funds• Guide implementation of
capacity-building
Key components of a business plan
Executive summary Provide a succinct overview of the entire plan.
Body of the plan and organisational structure
Describes the nature of the organisation
Products, programmes or services
Describes the products, programs and services provided
Marketing plan Defines the market, market conditions, promotion, distribution, etc
Operational plan Explains the organisation’s plans, location, equipment, etc
Management and organisational team
Describes the management team, principals, key management employees and their expertise.
Major milestones Describes major programme, service or organisational milestones
Capitalisation Describes the organisation’s capital structure
Financial plan Illustrates the organisation’s current and projected financial status
Principle 6. Monitor outcomes and continually improve
• Monitoring progress and evaluating your outputs and processes is key to constantly improving performance
• The key components of monitoring for responsibility include:A. Ensuring the monitoring considers the
community’s needs and interestsB. Ensure the monitoring is ongoing and includes
sustainability indicators and targetsC. Ensure the results of the monitoring and
evaluation are effectively communicated to members
Picture source:Pixabay, www.pixabay.com
A. Ensuring monitoring considers the community’s needs and interests
Co-operatives must consider monitoring not on the effectiveness of their performance in business, but also impacts on the local community and environment
REQUIREMENT POTENTIAL ASSESSMENT CRITERIA
Economic Organisation provides equitable and attractive earning opportunities
Environmental Natural environment is not harmed in craft production processes
Socio-cultural Local cultural heritage is respected in craft designs
Institutionalisation Co-operative supports and complies with relevant government policies, plans and programmes
Picture source:Pixabay, www.pixabay.com
B. Ensuring monitoring is ongoing and includes sustainability indicators
• Indicators provide an “indication” of the state of a particular issue
• Sustainable tourism indicators focus on the link between tourism and economic, social and environmental sustainability issues
• Can use or adapt existing indicators such as those provided in the WTO Indicator Guidebook, UNEP Environmental Indicators, and IUCN Indicators of Resources Management
ENVIRONMENTALEnergy use
Water use
Waste management
Conservation
SOCIALRespecting local culture
Community development
Safety and security
Protecting children
ECONOMICResponsible employment
Supporting local businesses
Training and capacity building SUSTAINABILITY
ISSUES
Sustainable business performance indicators for craft co-operatives
Sustainability Management Plan exists All personnel receive periodic sustainability
management training % of purchases of services and goods from
local providers Quantity of facilities built using local material Code of conduct developed with local
community % of women and local minority employees
C. Ensuring monitoring results are communicated for continual improvement
• There is no point in doing a monitoring programme if no one finds out about the results
• Stakeholders and decision makers need to hear about the results so they can take action
• Results should presented to help stakeholders reinforce positive actions or remedy problem situations
Consider the needs of the
potential user
Portray the results as simply
as possible
PRINCIPLES IN COMMUNICATING RESULTS
Options for getting the message out
Meetings and workshopsProvide an analysis of the monitoring programme results in a practical and “hands-on” workshop or meeting. It also in-depth analysis and detailed clarification of issues.
Newsletters & reportsProvide details of the results within the organisation newsletter or alternatively create a newsletter specifically for communicating the results. Include results in the organisation’s annual report.
WebsiteCreate a section on the organisation’s website that provides details of the progress being made in sustainability performance.
EmailDeliver information about the sustainability monitoring program directly into the mailbox of the stakeholders. Coming from senior management can add a level of authority. Quick and direct.
Picture sources:Pixabay, http://pixabay.com/
Adapting and improving the monitoring programme
• Situations change so regular reviews should take place to ensure the monitoring programme remains effective and meaningful
• Review of successes and failures should be conducted after each monitoring programme
• Consult stakeholders to obtain opinions on data usefulness and strategies for improvement
Picture sources:Pixabay, http://pixabay.com/
TOPIC 7. RESPONSIBLE CRAFT VILLAGE DESTINATION DEVELOPMENT
RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM
Picture source:http://commons.wikimedia.org/wiki/File:Between_Son_La_and_Moc_Chau.png
What is the issue?
• Tourists are attracted to craft villages because of their strong cultural assets and settings
• Tourists want to learn about craft production, meet the producers, and purchase an authentic product
• Tourism in craft villages however, has historically been unplanned and evolved from visitor demand
• Without proper strategic planning and management of tourism, craft villages can suffer from a range of impacts
IMPACTS OF POORLY PLANNED TOURISM DESTINATIONS• Over- or uneven
development• Limited spread of
economic benefits• Social conflict• Uncontrolled
environmental pollution
• Cultural conflict
Benefits of responsible tourism destination planning and management
• Increases sales of handicraft products
• Enhances reputation and brand
• Fosters ancillary goods and services
• Fosters preservation of heritage
• Fosters cross-cultural understanding
• Better ensures quality and safety
CRAFT VILLAGE RESPONSIBLE
TOURISM DESTINATIONS
1. Plan for responsible craft village tourism
destinations
2. Responsibly develop, market & manage craft village tourism
destinations
Principles of planning and managing craft village responsible tourism destinations
Principle 1: Plan for responsible craft village tourism destinations
• Planning for responsible craft tourism destinations requires:– Raising community awareness
about impacts of tourism– Enabling participation in tourism
planning– Developing and following a tourism
destination plan– Being consistent with relevant government policies and plans
Picture source:http://en.wikipedia.org/wiki/B%C3%A1i_%C4%90%C3%ADnh_Temple
Raise community awareness about impacts of tourism
The motivations of
tourists
The nature of thetourismindustry
Tourism’s benefits andnegative impacts
What should the community know
about these issues and why?
Picture sources:Pixabay, http://pixabay.com/
Enable participation in tourism planning
• Tourism requires the participation of a range of goods and services to function successfully
• The involvement of all key stakeholders from the start will better ensure commercial viability of the craft village tourism destination
• By co-operating, the community can pool together its knowledge, skills and resources and better ensure widespread support for tourism development
PARTICIPATION OF STAKEHOLDERS IN DESTINATION PLANNING1. Invite community
members to be drivers of tourism development
2. Identify a shared vision for the future
3. Analyse social, economic and environmental opportunities and risks
4. Develop plan of action
Roles of key stakeholders in tourism destination planning & development
COMMUNITY
Feasibility
Assets
Labour
Services
BUSINESS
Investment
Consumption
Marketing
Capacity building
Link to tourists
GOVERNMENT
Land use planning
Infrastructure
Marketing
Policy
Co-ordination
Training
Develop and follow a tourism destination plan
structure, funding, product & destination development
vision, goals, objectives, strategies
resources, infrastructure, services, experiences
opportunities, risks
actions, timelines, responsibilities
skills, human resources
Picture sources:Pixabay, http://pixabay.com/
Stop - check
• Before continuing, ensure the type of tourism planned fits with existing local development plans and is in keeping with local, regional and national policies
• Look out for:– Development plans– Land use plans– Tourism plans…
Picture sources:Pixabay, http://pixabay.com/
Principle 2: Responsibly develop, market & manage craft village tourism destinations
• Responsible development, marketing and management of community based tourism destinations requires:– Good management structures and
processes– Good financial management processes– Working to develop a skilled tourism
workforce– Following good practice in responsible
tourism product development and marketing– Implementing a visitor code of conduct
Picture source:http://commons.wikimedia.org/wiki/File:Between_Son_La_and_Moc_Chau.png
Develop tourism management structures and processes
• To successfully market and manage tourism within the community an effective management body such is required
• Such destination management organisations (DMOs) help:– Ensure benefits of tourism are more widespread– Enforce rules and regulations on planning,
operation and development of tourism– Help resolve disputes– Represent the community’s interests in
interactions with government and business
• The craft co-operative can participate as a member of the broader DMO which represents all tourism groups including accommodation, guides, F&B etc
Picture sources:Pixabay, http://pixabay.com/
Example: Nam Dam CBT Management Board
People Committee of Quan Ba Commune
People Committee of Quan Ba District
Nam Dam Community Based Tourism Management Board
Homestay group
Local guide group
Culture performance &
handicrafts group
Transport CUM security group
Community tourism fund
Head of Nam Dam CBT MB
V.Head
Secretery
2 MB members (CUM fund /treasury
management)
4 good practice tips in financing community based tourism
Enable stakeholders to identify funding sources and structure
Ensure benefits of tourism are felt by all
Give equal priority to all forms of tourism assets for development
Ensure small-scale producers are equally included
Picture sources:Pixabay, http://pixabay.com/
Develop a skilled tourism workforce
• Tourism is a highly competitive industry• Community based tourism destinations require staff who have
good understanding of how to do their job efficiently, effectively and to an industry accepted standard
• Prepare and strengthen the community’s ability to manage the delivery of tourism by:– Building capacity through ongoing
training and skill development; – Building skills gradually and expanding
as tourism increases; – Prioritising local capacity development
and training in quality management
Picture sources:Pixabay, http://pixabay.com/
Where to find training opportunities to fill skill gaps
Existing skilled workers
NGOs Volunteer organisations
Tour operators Formal education and training providers
Follow good practice in responsible tourism product development and marketing
Define the products and
link to potential target markets
Tailor marketing strategies to
target markets
Reflect values of the community
in marketing messages
Communicate using accessible and appealing
language
Develop links with other
tourist attractions
Implement visitor code of conduct
• As discussed, a visitor code of conduct is important to ensure the cultural, natural and economic environment is not adversely affected by tourism
• Code of conduct themes might include:– Places that may be visited– Acceptable activities– Acceptable clothing– Use of photography– Acceptable forms of communication– Shopping behaviour – Acceptable ways of contributing to the community
Picture sources:Pixabay, http://pixabay.com/
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