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
Objectives
By 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
Topics
1. Overview of tour and
travel sector in Vietnam
2. 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
Attractions
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
Outbound
tour operator
arrivals
domestic-market
tour operators
registered
tour guides
international-market
tour 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
TOUR
OPERATOR
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
Cost
savings
Access to
capital
Better
brand
Happier
staff
More
attractive
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 Hanoi
RTG in Hue
Interventions:
Knowledge-sharing
Capacity building and skills
training
Compilation and distribution of
sustainable best practice
information
Responsible tourism projects:
Clean-up campaigns
Community development
projects
Responsible tourism
excursions to:
Enhance local economic
opportunities
Revitalise threatened cultures
Provide 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.JPG
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
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 schedule
Print and prepare training material
Prepare trainers
Notify learners
Launch training
Collect training evaluation data
Review training effectiveness
Assess project performance
Report performance results

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 questions
Types 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.aspx
http://blog.stickyinstitute.com/?p=376
http://www.printershoppers.com/printer-buying-guide/
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.html
http://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) / 1,000
Tonnes = 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=465057
http://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. DEVELOPING
RESPONSIBLE TOURISM PRODUCTS
Picture source:

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 DEFINITION
What the tourist buys
WIDER DEFINITION
The 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.JPG
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 EXPECTATIONS
Holidayers International
short-haul
Traveling 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
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.
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
PRODUCT
I
PRODUCT
H MARKET
SEGMENT 1
MARKET
SEGMENT 2
MARKET
SEGMENT 3
MARKET
SEGMENT 4

Which markets would you match
to these products in Vietnam?

Why are these
markets linked
to these
products?
Matching markets and products in Vietnam

Existing products New products
4 key product development options
ExistingmarketsNewmarkets
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 plan
activities

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
TOURISM
PRODUCT
DEVELOPMENT
OPTION

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 template
ACTIVITY 1 RESULT TIMING RESPONSIBILITY RESOURCES
Sub-activity 1
Sub-activity 2
Sub-activity 3
Sub-activity 4
Sub-activity 1
Sub-activity 2
Sub-activity 3
Sub-activity 4
Sub-activity 1
Sub-activity 2
…

TOPIC 4. CREATING RESPONSIBLE TOURISM
SUPPLY CHAINS
Picture source:
http://www.flickr.com/photos/echovalleyranch/7006775983/

Key elements in developing responsible
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

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.jpg
http:// 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.jpg
http://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
SUSTAINABLE
TOURISM

Example: Putting responsibility into a
component of a tour operator’s supply chain
TOUROPERATOR
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.jpg
http://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.jpg
http://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 management
2. Screen suppliers for their performance in social, economic and
environmental issues management
3. Support suppliers to improve sustainability performance
4. Set minimum performance standards
5. Consult with stakeholders
6. Monitor compliance to agreements
7. 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 workshops
Gather relevant suppliers
together to communicate
about the sustainability supply
chain programme and new or
amended policies.
Newsletters, brochures & flyers
Inform 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.
Website
Create a section on sustainability
in the company website to
communicate responsible tourism
policies and actions. Great for
suppliers and customers.
Email
Deliver 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
Affected
stakeholders
•Indication about who
the Policy, Code etc
affects
Benefits &
incentives
•What the direct and
indirect benefits of
adoption will be
Implementation
plan
•What the company
will do next to
instigate the
sustainability
programme
Further
information
•Where to obtain
further information
(or from who) and
how

Supporting tourism suppliers through capacity
building
CAPACITY
BUILDING
OPTIONS
Training
Informati
on
resource
s
Mentori
ng
Fam trips
Network
s

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
Picture source:

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-advertising
http://travel.ninemsn.com.au/blog.aspx?blogentryid=335279&showcomments=true
 Sharing a bottle of wine
on the beach…really?
Are we in Spain or the
Carribbean!?
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 market
Identify 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 messages
at 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
Picture source:

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
Participation & inclusion

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 TOURISM
DESTINATION
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%A5m
http://en.wikipedia.org/wiki/Rex_Hotel

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 Nam
Duration 48 months
Funding Caritas Luxembourg, Caritas Switzerland and Misereor
Objectives 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.jpg
http://en.wikipedia.org/wiki/Oxfam
http://commons.wikimedia.org/wiki/File:Looseleaf.jpg
http://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 questions
3. 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!

Unit 16: Responsible Tourism For Tour Operators

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Unit 16: Responsible Tourism For Tour Operators

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