1. 3. Planning for responsible tourism enterprises
© Anna Spenceley, 2007
Tibet University module development supported by Columbia University

2. Contents
Business planning, market research, and the importance of commercial viability.
Location and accessibility, including Namtso case study
Impact assessment
Infrastructure and architectural design
Sustainable resource use, waste management and resource-saving technologies
Local consultation and partnerships
Discussion questions
Assignment
Sources of information

3. Important to remember that tourism is a business
A. Business planning, market research and the importance of commercial viability
Important to remember that tourism is a business
Successful businesses need a wide variety of things including:
Strategic plans
Business plans – with goals and plan of action
Good human resources
Links to the market
Promotion & competitive edge
Sales and reservations systems
Safe and healthy working conditions
Licenses and registration
Cash flow management
Hospitality and customer service
Negotiation skills
Market research & a viable market
© Anna Spenceley, 2007

4. Who are tourists and what do they want? 1.Long distance visitors
Seek something unique – the “best”
Invest significant time and money in getting there
Target destinations
Many have pre-planned packages or set itineraries
Will not be attracted directly from their original location by “lesser” attractions unless part of a package
Some can be diverted to other nearby sites while visiting the primary sites
© Ted Manning, Tourisk Inc

5. Who are tourists and what do they want? 2. Regional tourists
May have already visited the key regional attractions
Most have their own vehicle, and can plan their own itinerary
Can be attracted by mix of experiences, or by linked stops and routes
Some have habitual itineraries
May time their visits to events
Seek variety
© Ted Manning, Tourisk Inc

6. Who are the tourists and what do they want? 3. Weekenders
Generally from nearby urban communities
Seek contrast to what is found in their community
Will overnight only if there is reason to do so
Will target events, recreational opportunities
Often focused on same places, attractions or services as niche tourists
Create weekend peaks, traffic problems
May stress particular utilities or services (e.g all buses, cars arrive for lunch)
© Ted Manning, Tourisk Inc

7. Who are the tourists and what do they want? 4. Day visitors
Limit to distance – approx two hours maximum, with majority within one hour travel of home.
Focus on specific experiences
Shopping (crafts, cheese, wine, outlets etc)
Recreation (boating, skiing, birdwatching)
Dining (scenic luncheon, picnic, inn)
Event (auction, fair, competition, show)
Often season or weather specific – peak concentrations on single day/week
© Ted Manning, Tourisk Inc

8. Who are the tourists and what do they want? 5. Passers-by
En route from one place to another.
Stop for services, interest
Limited distance from main route for most stops (must be very special to drag them off the main route)
Seek food, lodging, basic services
Can be enticed to spend for other goods or services if these are “special” – e.g., pottery, cheeses, local preserves.
Most are very time limited
© Ted Manning, Tourisk Inc

9. B. Location and accessibility (1)
Plans - Economic ecological and social factors, participatory process
Holistic approach – examining options, selection of concept /project area
Site selection - Siting of structures and activities should site sensitivities. (seek most appropriate site to minimize negative impacts)
Location location location
Access by air, road, sea: infrastructure requirements
© Ted Manning, Tourisk Inc

10. Case study: Namtso Lake
© Anna Spenceley, 2007

11. B. Location and accessibility (2)
At the site:
Crowd control
Mitigation of development
Protection of key assets – both natural and cultural
Managing tourist behavior
Cleaning up after them
Many of the most important sites are fragile, difficult to reach, and hard to protect.
Sera Monastery, Tibet
© Ted Manning, Tourisk Inc

12. C. Impact assessment Environmental Impact Assessment
Social Impact Assessment
Economic Impact Assessment
Strategic Environmental Assessment
© Anna Spenceley, 2007

13. C. Impact assessment
1. Environmental Impact Assessment (EIA) is a tool used to assess proposed development initiatives and the environment in which it is to be located. When applied effectively, it can minimise the depletion of natural resources and social disruption. It allows the withdrawal of unsound projects, legitmation of sound projects, selection of improved project locations, reformulation of plans and redefinition of goals.
© Anna Spenceley, 2007

14. C. Impact assessment
2. Social Impact Assessment (SIA) is a process of assessing or estimating in advance the social consequences that are likely to occur as a result of as specific policy, action or development in the context of relevant legislation. Social impacts include all cultural and social consequences of actions in the way people live, work, play, interact, meet their needs, and cope as members of society. Cultural impacts involve changes to the norms, values and beliefs of individuals that guide their understanding of themselves and society
© Anna Spenceley, 2007

15. C. Impact assessment
3. Economic Impact Assessment (EcIA) tools can be used to determine economic inputs of local, regional or national economies, and predict regional accounts for specific regional areas. Direct, indirect and changes in gross output and final demands; employment and import requirements; income and earnings are incorporated.
© Anna Spenceley, 2007

16. C. Impact assessment
4. Strategic Environmental Assessment (SEA) is the formalised, systematic and comprehensive process of evaluating the environmental effects of a policy, plan or programme and its alternatives, including the preparation of a written report on the findings of that evaluation, and using the findings in publicly accountable decision-making.
© Anna Spenceley, 2007

17. D. Infrastructure and architectural design
Project design
Design standards for siting, design compatibility, aesthetics, impact reduction re ecological and cultural values (design to minimize negative effects on site and surrounding areas)
Design for wastewater, water use reduction, energy conservation. Build in energy conservation technology
© Ted Manning, Tourisk Inc

18. Design Singita Lebombo, South Africa
Makasutu Cultural Forest, The Gambia
© Anna Spenceley, 2007

19. Local fishermen use the river to access fishing zones.
These lodges at Makasutu in The Gambia are floating on tidal water, that goes up and down 1-2 metres each day.
Local fishermen use the river to access fishing zones.
The lodges are designed to take advantage of natural winds, and the floating structures are unique.
Design
Singita Lebombo, South Africa
Makasutu Cultural Forest, The Gambia
© Anna Spenceley, 2007

20. Design This lodge in Kruger National Park
has stunning views over the river,
but was not designed to account for
the heat generated. Therefore air
conditioning systems had to be
included, which use a lot of
energy to run.
Singita Lebombo, South Africa
Makasutu Cultural Forest, The Gambia
© Anna Spenceley, 2007

21. Construction
During the construction of Makalali, the architect trained local carpenters and thatchers in new techniques, which used the skills they already had to develop a traditional, but high quality lodge in a private game reserve. These skills could then be used afterwards for people to set up new businesses. .
Makalali, South Africa
© Anna Spenceley, 2007

22. E. Sustainable resource use, waste management, new technologies
© Ted Manning, Tourisk Inc

23. Environmental management systems: Water
Kruger National Park, South Africa
Spier, South Africa
© Anna Spenceley, 2007

24. Environmental management systems: Water
Kruger National Park, South Africa
Water conservation is
important everywhere.
These are wetland systems
treat sewage
waste naturally using reed beds.
Water that comes
out at the end is
perfectly clean, and
can re-enter
natural streams.
Spier, South Africa
© Anna Spenceley, 2007

25. Environmental management systems: Water
Kruger National Park, South Africa
At Spier the water sprinkers
are on timers, so that they only
spray water for a short time.
By spraying early in the morning,
and later in the day,
evaporation is reduced
Spier, South Africa
© Anna Spenceley, 2007

26. Environmental management systems: Water
Kruger National Park, South Africa
By installing showers,
instead of baths, hotels can
save water. Water-efficient
faucets create finer
sprays of water,
which also reduce the
volume used.
Spier, South Africa
© Anna Spenceley, 2007

27. Environmental management systems: Waste
Bushmans Kloof, South Africa
Malelela, Lesotho
Spier, South Africa
© Anna Spenceley, 2007

28. Environmental management systems: Waste
Bushmans Kloof, South Africa
Malelela, Lesotho
Reduce
Re-use
Recycle
Spier, South Africa
© Anna Spenceley, 2007

29. Environmental management systems: Waste
Bushmans Kloof, South Africa
Malelela, Lesotho
Spier, South Africa
Sorting waste for recycling
(e.g. glass, plastic, paper,
metal, food)
© Anna Spenceley, 2007

30. Environmental management systems: Waste
Bushmans Kloof, South Africa
Malelela, Lesotho
Spier, South Africa
Colourful waste plastic bags
can even be re-used to make
attractive craft, like these
chickens!
© Anna Spenceley, 2007

31. Environmental management systems: Waste
At Malelela, waste drink cans
are used to make furniture
for a local primary school
Bushmans Kloof, South Africa
Malelela, Lesotho
Spier, South Africa
© Anna Spenceley, 2007

32. Environmental management systems: Energy
De Hoop Nature Reserve, South Africa
Spier, South Africa
Energy saving light bulbs,
with daylight-sensors for
use outdoors – save energy
© Anna Spenceley, 2007

33. Environmental management systems: Energy
De Hoop Nature Reserve, South Africa
Solar panels can be used to heat water
and power lights – a renewable
source of energy. Wind power is
also possible in some places
Spier, South Africa
© Anna Spenceley, 2007

34. F. Local consultation and partnerships
Participatory processes Plans/programs should involve local suppliers/guides etc
Ongoing participation in facility and site management/decision process for local community/stakeholders
© Ted Manning, Tourisk Inc

35. 1
Planning
Examples of participatory planning and stakeholder discussion meetings in Africa, where local stakeholders are actively involved in the planning process
Nosy Be, Madagascar
Watamu, Kenya
Fort Dauphin, Madagascar
© Anna Spenceley, 2007

36. Planning 1 In Nosy Be, Madagascar, landscape architects, urban
planners, fishermen and
artisan all sat and discussed
the best way to plan
tourism on the island.
Nosy Be, Madagascar
Watamu, Kenya
Fort Dauphin, Madagascar
© Anna Spenceley, 2007

37. Planning 1 Open discussion of issues and problems
in Kenya were used to highlight
how planning and coordination of
activities could improve local conflicts
Nosy Be, Madagascar
Watamu, Kenya
Fort Dauphin, Madagascar
© Anna Spenceley, 2007

38. Planning 1 A participatory planning meeting,
doing a SWOT analysis of skills, tourism
assets, and other important points.
This helped to ensure local ownership
over plans developed, and to ensure
that they were relevant to local people.
Nosy Be, Madagascar
Watamu, Kenya
Fort Dauphin, Madagascar
© Anna Spenceley, 2007

39. Establish cooperative structures
Canhane community Mozambique
Canhane is the community that owns Covane Community Lodge.
A cooperative structure was set up, facilitated by the Swiss NGO Helvetas
The whole community became a general assembly, who would meet annually to discuss the running of the lodge.
The community are also the owners of the lodge, and could make decisions on its management (the photo is an AGM of the community, where dividends were distributed).
10 members of the community became elected representatives of the community – the Social committee. These people would be more actively involved in the running of the lodge, and would report back to the community with any issues.
© Anna Spenceley, 2007

40. G. Discussion questions
Why is it important to do market research before planning a tourism enterprise?
What would happen to local rivers if waste water was to pollute them? What could be the impacts on the health of local people, livestock and plants and animals in the rivers?
How could you find out what local skills, products and services would be available to supply a responsible tourism enterprise?
What is the difference between planning a responsible hotel, and an irresponsible hotel?
Group work
Develop a list of questions you would ask tourists to find out if tourists visiting Lhasa were interested in staying at responsible community-based hotel.
Also explain where you would find tourists to interview them, and how you would analyse the data.
© Anna Spenceley, 2007

41. H. Assignment
Option A: Using a 5-10 page business plan template from write a business plan for a rural, family based guest house in Tibet.
The purpose of the business plan is to apply for a loan to finance the infrastructure development.
Be clear about the type of information you need to complete the plan if there are some unknowns (e.g. market research; cost estimates for building materials; time to promote the product.) Or
Option B: Make a list of all the architectural features, and resource-saving technologies that could be used in a new environmentally friendly hotel.
Consider the use of natural lighting, heating and cooling through the design of the buildings; renewable energy resources such as solar and wind power; water conservation through rainwater collection, grey-water recycling; sewage and solid waste disposal; and energy saving appliances.
Guidance for lecturer: A choice of two individual or group assignment that students should research between lectures.
© Anna Spenceley, 2007

42. I. Sources of information
Denman, R. (2001) Guidelines for community-based ecotourism development, WWF International. Available at
Gunn, C. A. and Var, T. (2002) Tourism planning, 4th Edition, Routledge: Chapter 9 Site planning concepts pp329
Guitierrez, E., Lamoureux, K., Matus, S., and Sebunya, K. (2005) Linking communities, tourism and conservation : A Tourism assessment process, Conservation International and The George Washington University. Infrastructure and services (pp38), Involving local stakeholders (pp18). Available at web.conservation.org/xp/CIWEB/downloads/TAPManual.pdf
Lindberg, K. and D. E. Hawkins (1993), Ecotourism: A Guide for Planners and Managers Volume 1. The Ecotourism Society.
Lindberg, Epler Wood and Engeldrum (1998), Ecotourism: A Guide for Planners and Managers Volume 2. The Ecotourism Society.
World Tourism Organisation (2004) Indicators of sustainable development for tourism destinations: A guidebook. World Tourism Organisation, Madrid. Chapter 3.2 on Designing products and services (pp223), and Chapter 3.14 on Sustainability of tourism operations and services (pp241). Available from
© Anna Spenceley, 2007