Integrating Business Skills into ecotourism operations
EXPLORING THE ECOTOURISM
POTENTIAL OF A SITE
Presented by:
Hamish Keith
KEY COMPONENTS
•THE EXPERIENCE
•THE SITE
•THE HOST COMMUNITY
•YOU & YOUR TEAM
•YOUR BUSINESS PLAN
THE EXPERIENCE:
‘Every organisation has a sustainable travel tab on its website and everyone
is finding a way to plant a tree or give back in some way. But the opportunity
exists in not how to travel and give but how to create an experience that is
both travel and responsible in its very essence.’
From PURE Life Experiences
The Experience
•Are you delivering a valuable
experience?
-What is experiential travel?
-What does the consumer get out
of it?
•What are your USPs?
-How will you differentiate your
product?
•Does it have the ‘stickiness
factor’?
-How long will the novelty last?
e.g. Akha Experience
•Will it attract repeat visitors?
-Factors to consider: Variety of
experiences available, desire of
clients to see progress, etc
THE SITE
“Involve people in the destination, the culture, the place with all its
deficiencies and let them discover the beauty, the friends, the meaning that
you have found”
Bernd Kolb, Riad Arayela
The Site
•What’s the Story?
-An enticing story results in an
enticing experience
•Location, location, location
-Can people get there? Where
will they stay?
•Are their adequate facilities?
-Waste management, water
supply
THE PROJECT AND THE
ENVIRONMENT
•Will your visitors affect the
eco-system?
•What is the environmental
impact?
•Can your project contribute to
Biodiversity conservation?
•Can your project contribute to
Cultural conservation?
THE HOST COMMUNITY
“A nation's culture resides in the hearts and in the soul of its people.”
Mohatma Gandhi
The Host Community
•Does it benefit the local
community?
-How? Look beyond financial
benefit
•How are the benefits shared?
-What is the split between you
and the community?
- What is the split within the
community?
•What are possible negative
impacts?
-Cultural Pollution
-Creating culture of dependency
-Diminished income streams
rather than increased
The Host Community
•Do the locals really want
tourism?
-Their enthusiasm will impact the
customer experience
•What will be their
participation level?
-How much will it intrude on
their daily lives?
-Are local non-participants
supportive?
•What happens if you fail?
-What financial and psychological
impacts will it have on the locals?
YOU & YOUR TEAM
“Coming together is a beginning, keeping together is progress., working
together is success.”
Henry Ford
You & Your Team
•What are your skills and
motivation?
- Are you the key player?
- Are you in it for the longhaul?
•Can you find the people you
need to make it all work?
- Where will you find your staff?
- Do you have a workflow system?
- Make sure you have a training plan?
•Factor in time and budgets
for training.
YOUR BUSINESS PLAN:
“A business has to be involving, it has to be fun, and it has to exercise your
creative instincts. It also has to make money.”
Richard Branson
Your Business Plan
•Do a market survey to
determine who your clients are
-
•Is your product interesting for
different markets?
-Applicable to Asian tourists as well
as western?
-
•Create an Organizational chart
•Do a SWOT Analysis
•Test your product in advance
and adjust if necessary.
Your Business Plan
•Identify Distribution Channels
-How and where are you going to
sell your product?
- Who can you partner with to help
sell?
•Will it make a profit? Create a
Profit + Loss analysis
-Don’t assume that bringing in
tourists equates to profit
-Have you identified all possible
income streams?
•Competition Analysis
-Who are your competitors?
-What is the potential for future
‘copycat’ competitors?
WHAT REALLY WORKS
“I've missed more than 9000 shots in my career. I've lost almost 300 games.
26 times, I've been trusted to take the game winning shot and missed. I've
failed over and over and over again in my life. And that is why I succeed."
Michael Jordan
What Really Works?
•Understanding the trends
-Being ahead of the curve
- Deliver what people want
•Originality
-New idea or new twist on a
popular option
-Being in the right place at the
right time
•Be Flexible
-Keep trying new things
•A Clear Vision
-Know your goals and make sure
they are realistic
-Set a mission statement and
communicate to all parties
Thank You !
Any Questions ?