Transcript Planning Your Ecotourism Products Workbook

Planning Your
Ecotourism Products
Workbook
Department of Tourism – Region III
RD Ronnie Tiotuico
Adapt to the unexpected, Create the desirable, Avoid
the undesirable.
The Tourism Boom
In 1950, only 25 million international tourists worldwide
In 1997, nearly 25 times larger at 613 million international
arrivals
Direct receipts stood at US$448 billion
WTO predicts by 2010, arrivals will increase to 1.018 billion
or 71% more tourists than in 1996.
Direct receipts to rise to US$1.55 trillion by 2010
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Statistics on domestic tourism generally
poor
Domestic generally outnumber intl tourists
More than 3 billion people travel around
their own country every year
Economic activity generated by domestic
and intl tourism in 1998 is predicted to
be US$4.4 trillion, providing employment
to 230 million people worldwide
Trends in Tourism
Increasing wealth and leisure time
► Decreasing travel cost
► Airline industry expansion
► Fewer travel restrictions
► Countries pursuing tourism as means to
create
jobs, diversify their economies and earn foreign
currency
► Tourism as a source of private profit and
economic development
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Characteristics of Tourists
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Tourists are younger, better educated and better informed,
and have traveled to or visited the same place before
Tourists are seeking more individualized trips, a wide range
of activities and more “authentic” experiences, both
environmentally and culturally
Focus is on enjoyment of nature such as beaches, coral
reefs, rain forests and wildlife (about 40-60% of tourists
worldwide)
Focus on unspoiled and less developed areas with low
tourist density such as rain forests and coral reefs
Tourists now have higher sense of environmental and
social responsibility and a greater demand for tourism
products that do not degrade the environment
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in the Philippines showed that 70%
of tourists were willing to spend US$50
more per trip to conserve the areas they
visited
► Tourists are choosing not to visit areas that
have been degraded
Definition of Ecotourism
World Tourism Organization
“Traveling to undisturbed natural areas
with specific object of studying, admiring
and enjoying the scenery and its wild
plants and animals as well as any existing
cultural aspects found in those areas.”
Definition
Ecotourism Society
“A purposeful travel to natural areas to
understand the culture and natural history
of the environment taking care not to alter
the integrity of the ecosystem while
producing economic opportunities that make
the conservation of natural resources
beneficial to local people.”
Definition
Pacific Asia Travel Association
“A form of tourism inspired primarily by the
natural history of an area, including its indigenous
cultures. The ecotourist visits relatively
underdeveloped areas in the spirit of appreciation,
participation and sensitivity. Non-consumptive use
of wildlife and natural resources and contributes to
the visited area through labor or financial means
aimed at directly benefiting the conservation
issues in general and to the specific needs of the
locals.”
Ecotourism Criteria
Rich natural attractions and conducive to travel
Unique features and education to visitors
Rich in flora and fauna, endemic/endangered species
Not frequented by commercial tourists
Native traditions of local people remain untouched
Rich in biodiversity
Basic Policies and Strategy for Central Luzon Tourism
Give importance to man-made attractions and tourist facilities
Aim at Family Market
Ally with CALABARZON and Metro Manila
Create satellite resorts to Subic
Equip resorts with commercial functions
Tackle convention tourism
Make tropical rural life as tourist attractions
Develop local industry-based tourism
Promote Pampanga cuisine
Source: Tourism Master Plan by JICA
Tourism Planning
► Developing
a theme for product ID and
development for tour operators or a
community
► Guide for future actions
► Solve future problems
► Predict future scenarios
Ecotourism Planning
► Systematic
or a logical sequence of
steps
► An opportunity to evaluate
alternatives
► Community-based and supports
community economic development
► Iterative and dynamic
► Integrated and comprehensive
Eight Phases of Ecotourism Planning
► Phase
I Mission Statement and Goal Setting
► Phase II Resource Inventory and Analysis
► Phase III Market Analysis
► Phase IV Product Market
Matching/Theme/Concept
► Phase V Overall Development Plan
► Phase VI Tour Product Development
► Phase VII Market Strategy
► Phase VIII Implementation Strategy
PHASE I: MISSION STATEMENT
AND GOAL SETTING
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what is important and deeply cared about
the opportunity to serve a need
the values to be protected
what business are you in
overall purpose for community existence
Mission means expectations/values; Goals means aims
or purposes; Objectives means quantified targets; and
strategies means types of action
Example: Mission (Be healthy); Goal (Lose Weight);
Objective (Lose 10 lbs by Oct. 5); Strategy (Diet and
exercise)
What is your Mission?
Your Mission Statement is:
_________________________________________
_________________________________________
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Mission, Goals, and Objectives
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Mission:
To provide socially and environmentally responsible tourism at a profit
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Goal #1:
Implement sustainable economic development
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Objectives:
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Increase visitor spending
Identify areas of unique value for conservation
Attract more tourists
Decrease leakages
Expand the tourism season
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Mission, Goals, and Objectives
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Goal #2:
Encourage community involvement
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Objectives:
implement community action group
► provide opportunities for local investors
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PHASE II: RESOURCE
INVENTORY AND ANALYSIS
All resources are inventoried on the ff:
criteria:
1. attractiveness
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3.
4.
5.
ability to draw visitors
accessibility and availability of services
integrity
contribution to environmental and cultural protection.
PHASE II: RESOURCE
INVENTORY AND ANALYSIS
Ecotourism Products can be grouped according
to:
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natural or environmental
community
heritage or historic
cultural
outdoor recreation
tourism services
special events
information/interpretive services
PHASE III: MARKET ANALYSIS
There are two sources of market demand that can contribute to determining
an ecotourism product.
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primary research, including questionnaires and interviews with the
travel trade; and
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secondary or desk research including the analysis of written data or
both the local markets as well as the international tourism markets.
1. PRIMARY RESEARCH
Primary research generates data, directly from the travel trade or
consumers that is used to shape the ecotourism product. It is
gathered by:
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informal observation of the ecotourism market
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surveys or interviews with members of the travel trade
(wholesalers, tour operators and local suppliers such as hotels and
resorts, guides, adventure tour operators, NGOs, etc.)
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questionnaires distributed to visitors in your
region/province/community that potentially represents the
ecotourism market
2. SECONDARY RESEARCH
Secondary or desk research is provided by the literature and survey results
that have been prepared by others. At the regional, provincial or community
level, it may include:
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visitor exit surveys
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surveys of the adventure market since there is very little available data on the
ecotourism market
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adventure travel surveys in other provinces or regions
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market research from consumer magazines that provide nature-based tourism
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national/regional planning agencies, travel associations, city/municipal or
provincial tourism offices
PHASE IV: RESOURCE /
PRODUCT MARKET MATCHING
Product/Resource
Market
COMPETITIVE PRODUCTS
Depending on your location, the competition
may be in an adjacent province or region, or
another ASEAN country. It is important to
appreciate that similar ecotourism operators
in an adjacent area may be a collaborator or
contributor to your overall package.
COMPETITIVE PRODUCTS
Name of Competitor? _______________
Its Product Component: _____________
Its Competitive Features and Special Appeal?
_________________________
Market Origin? _____________________
Price Structure? ___________________
Marketing Approach? _______________
PHASE V: OVERALL
DEVELOPMENT PLAN
Separate workshop
PHASE VI: TOURISM PRODUCT
DEVELOPMENT
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Preparation of Daily Itinerary
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Securing all services and suppliers
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Establish Price Structure
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Developing a partnership with tour operators
and wholesalers
Prepare the detailed tour
package itinerary
Date:
Time:
Places to Visit/Activities:
Special Events:
Services/Facilities to be offered:
Total Net Cost:
PHASE VII: MARKETING
STRATEGY
It responds to the definition of Eco-Tourism
It responds to the development strategy
It meets Important Ecotourism criteria
ANNUAL MARKETING BUDGET
WORSKEET
Suggested Components of a Marketing Budget:
ADVERTISING e.g. brochures, newsletter, newspaper
SALES e.g. trade shows, fam trips, exhibits and displays, AVPs, web
MARKETING e.g. data analysis, surveys, questionnaires
OTHER
PHASE VIII: IMPLEMENTATION
STRATEGY
ROLES AND RESPONSIBILITIES
There are variety of agencies, associations,
organizations and companies responsible for the
implementation of a Development Strategy. A
matrix that outlines the specific responsibility
assure response to the opportunity as well as
Action.
OTHERS
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FINANCING AND FUNDING SOURCES
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TRAINING REQUIREMENTS
Culture of Tourism
Tourism Awareness Seminar
Basic Tour Guiding Techniques
Homestay Program
Accreditation Program
Waitering and Bartending Seminar
Front Office Management
Tourism and E-Commerce
Travel Agency Operation
A Visitor Friendly Test for a Place
NOTE: The following 10 questions provide approximation to determine the
level of friendliness of a certain tourist-oriented place. Provide 10 points for
each favorable answer. A passing score is 60. Anything less may probably
spell trouble.
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Are the central access points to your community (road, rail, plane)
equipped with visitor information centers or do they provide instructions to
easily accessible information?
Should an airport be the primary access point, does it provide a full range of
visitor information services (e.g. accommodation, tourist booth, visuals onsite, etc.)?
Do visitor facilitators – cabs, buses, airline personnel, security, airport
operators, reservation personnel – receive any formal training and does a
system exist to monitor the quality of visitor facilitator services?
Do hotels/lodges offer in-house television access channels for visitors with
information on events, attractions, restaurants, and things to do?
Is a single organization or agency responsible for visitor business and are
public funds provided for its activities?
Friendly Test …….
Does that organization or agency have a marketing profile
of visitors, and is this profile used for marketing activities?
► Does the place’s hospitality industry accommodate foreign
visitors’ needs (language, directions, special interests, do’s
and don’ts)?
► Does a range of accommodation exist to meet actual or
expected visitor needs (by price range, size of facilities,
access to site)?
► Is access to sites, attractions and amenities (events,
recreational, central location), easily available at
reasonable cost and frequency?
► Does the place welcome visitors and accommodate their
needs (commercial hours, credit cards, language, signage,
traffic, parking, public services)?
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KELANGAN PA BANG
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