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Inclusive Tourism Training.
BIF Myanmar (May + June, 2015)
Nyaung Shwe:
Why include a ‘Field Trip’
As part of the five day Inclusive Tourism Business training program held in
Nyaung Shwe, Inle Lake (June 1 to 5, 2015), a ‘Field Trip’ around Nyaung
Shwe was undertaken.
This presentation documents the planning and engagement activities,
as well as the feedback received from the participants.Author: Steve Noakes
Date: 07 June 2015
1. Planning – preparing the participants for the activity.
2. Four photos submitted in the competition.
3. Journal created by the ‘winning team’ in the
photographic competition.
4. Feedback from participants at the end of this training
day.
5. Additional benefits of the Field Trip approach.
Contents:
2
3
1. Planning – preparing the participants for the
activity.
The following slides were used at the beginning of the
day to clearly explain why the Field Trip was included as
a ‘pivot activity’ midway in the five day training program.
Nyaung Shwe:
Field Trip Planning & Feedback
Inclusive Tourism Training.BIF Myanmar.
May + June, 2015.
Day 3.Wednesday.Field Trip. Nyaung Shwe
Training objectives for the Field Trip
5
By the end of the Field Trip, participants would have:
1) Observed & recorded various local area tourism services &
goods
2) Noted examples of innovative enterprises promoting/selling
those services & goods
3) Given consideration to how the above examples might be able to
adapt their product offering (or create a new product offer) which
embraces concepts of inclusive business
4) Experimented with online social media from the tourist viewpoint
5) Considered their findings within their own small group (Case
Study)
Training objectives (continued)
6
6) Reported their findings back to
all workshop participants
7) Engaged in dialogue with all
workshop participants to explain
and consider their case study
findings
8) Started to think creatively about
how to develop inclusive tourism
business products which can
include more low income people
Participatory training methods today
7
Provides a real situation for that requires active
participation
Will build respect & understanding of differences
within your group & between your group
Provides opportunities for sharing information - you
get to discuss and analyse experiences
As the ‘actors’, you are the resource to participate &
share experiences
a) You will be divided into four groups.
b) As you undertake your field trip you will develop your
observations/experiences from the viewpoint of that ‘typical’ group.
c) When you give your case study/report in the afternoon, you will do
it from the perspective of that ‘typical’ group.
Each group will represent:
Different international source markets (countries/cultures)
Different stakeholders/sectors –
(i) International tourist perspective – Group A (China & USA)
(ii) International tourist perspective – Group B (Thailand & France)
(iii) International travel agent/tour operator perspective (Australia)
(iv) International NGO perspective (United Kingdom)
How it works
8
If it is to survive and prosper, an inclusive tourism product (in fact
ANY tourism product) has to sell at profitable levels – knowing
what & how to sell to your customer is the way to make business
profits.
If the market is the international visitor, the more we understand
the customers motivations, attitudes, beliefs, needs and wants, the
better chance we have to offer them something they will purchase.
A customer’s purchase decision making process will be
influenced by many factors - including their cultural, social and
economic situation.
We want to look at the issues & opportunities for inclusive tourism
products from different perspectives
Why ‘role play’ different cultures & sectors?
9
Reminder: Purchase decision making process
10
Cu
ltu
ral, S
ocia
l, E
co
no
mic
in
flu
en
ce
rs
Source: www.thoughtyoumayask.com
The sales funnel follows the decision making process of the consumer
Reminder: Sales Funnel
11
Dreaming
Competitive Set
Planning
Experiencing
Booking
Sharing
I want to go on
holiday…
Should I go to
Peru or
Myanmar this
year?I’ve decided to go
to
Myanmar…what
should I do
there?How do I book
and pay for my
trip?This country is fantastic!
I want to share my
experience with my
friends and family
12
My role today Your role today
About your role …
13
Imagine …
You’re an international traveller …
it’s your first visit to Myanmar.
Back home, you have a successful, well rewarded
job in a big city.
In your country, you would be described as being in
the ‘middle-to-higher’ socio-economic group (good
education, good job, good income, high standard of
living)
Image source: www.adaptastraining.com
About your new character today
14
You were born, raised, well educated and now work in one of these
cities:
1. Shanghai (so you are a ‘typical’ Chinese – you were from a one child family &
your parents worked hard to get you a good education & ‘started’ in life - follow
a Confucius philosophy)
2. Bangkok (so you are a ‘typical’ sophisticated, urban Thai – you are Buddhist)
3. San Francisco (so you are a ‘typical’ American – in this case you could be
described as a liberal thinking, caring Democrat)
4. Paris (so you are ‘typically’ French/European – in this case, you’re interested in
food, art, literature, philosophy & music)
5. London (so you are ‘typically’ English – in this case, you’re OK to like to talk
about the weather, have a cup of tea & stand in waiting lines
6. Sydney (so you are a ‘typical’ Australian – in this case, rather relaxed &
casual, enjoy a cold beer)
Let’s now allocate you to your group before we progress
with more details:
(i) International tourist perspective – Group A (China & USA)
(ii) International tourist perspective – Group B (Thailand &
France)
(iii) International travel agent/tour operator perspective
(Australia)
(iv) International NGO perspective (United Kingdom - England)
Four groups with different perspectives
15
(i) International tourist perspective –
Group A (China & USA)
16
(ii) International tourist perspective
Group B (Thailand & France)
17
(iii) International travel agent/tour operator
perspective (Australia)
18
OK – well, maybe not so ‘typical’ !
(iv) International NGO perspective
(United Kingdom - English)
19
Your NGO is
in Yangon to
study the
impact of
rapid tourism
development
on
marginalised
ethnic groups.
Opportunities
Exploitation
Being ‘left-
behind’
Conflicts
Take about 10 minutes.
Each group discusses & agrees on at least FIVE points that would
describe their ‘typical’ profile.
So – in Group A (China & USA) & in Group B - Thai or French:
Work out who will take perspective of either China or the Americans
OR – for Group B – Thai or French.
You must travel together as one group
Chinese sharing experience with Americas, Thailand visitors sharing
with French.
Your first task:
20
Your first task (continued)
21
ALL FOUR GROUPS: a ‘typical’ profile …
Agree on characteristics such as:
(1) Age range
(2) Gender
(3) International travel experience
(4) Motivation for travelling to Nyaung Shwe/Inle Lake
(5) What type of traveller do you represent (e.g. a ‘responsible
traveller’, ‘cultural’ tourism, ‘business tourism’, ‘spiritual
tourism’, just a ‘typical’ holiday visitor on a travel package etc)
(6) Where did you get your information about travel to Myanmar
from?
You will commence your field trip from this hotel.
You will FINISH your field trip back here (12:30 pm) -
for lunch.
If needed, contact telephone:
Thar Lin Htet 09258113737
Htike: 09 259643929
Start & Finish of your field trip walk
22
Each group has arrived in Nyaung Shwe by airplane in
to Heho.
You are staying here at 81 Hotel
You have been with each other for 3 days already, so
you know each other in your group.
The scenario
23
Your group is going to take a walk around the key
tourist attractions in Nyaung Shwe – will take about 2
hours.
The scenario
24
You have arrived
on Sunday.
You only have
foreign currency &
you want to
exchange to Kyat.
The banks are
closed.
What will you do?
The scenario: What you will do…
25
1. As a first time visitor, you walk
to the Tourist Information
Office.
1. Get information about what to
do, what to see in Nyaung
Shwe & Inle Lakes region.
1. How good was the information
you collected?
1. As a visitor, find out how you
would get access to internet.
26
What you will do
What?
1. Observe a range
of local area
services and
goods available
to tourists
How?
Make a list that would be of interest to a tourist or a
international travel agent/tour operator packaging
the Nyaung Shwe experience – or NGO:
a) Local tour operators (includes Guides)
b) Transport operators (what types are available
to tourists?)
c) Accommodation – what types, approximate
costs
d) Food & beverage outlets – includes
restaurants
e) Souvenir & craft outlets – what types are
available, where are they located (e.g. street
side, shopping mall etc)
f) Visitor information services
g) Landmarks, sites, attractions
27
What you will do
What?
2. Identify examples
of innovation
amongst the local
tourism industry
How?
In regards to ‘things’ a tourist can see, do,
or purchase, make notes on things you see
what could be described as ‘innovative’.
Remember from Day 1, Session # 3:
Product, Process, Marketing, Organisational
Product innovation: Goods/services that are new or significantly improved
– technical specifications, components & materials, software, user
friendliness etc
Process innovation: New or significantly improved product or delivery
method – changes in techniques, equipment, software etc
Marketing innovation: New marketing methods involving significant
changes in product design or packaging, product placement, promotion,
pricing etc.
Organisational innovation:
New organisational method in business
practices, workplace organisation or
external relations.
Reminder: Concept of ‘innovation’
28See more at: http://www.oecd.org/site/innovationstrategy/defininginnovation.htm
Local example: Aqua Lilies Day Spa
29
New Idea
30
Attract
international
tourists who
could help to
Improve the
English
language skills
of the local
young women
women who
work at the
Spa.
31
The Innovation
Education:
The owner/manager: Learn about ‘volunteer
tourism’
The staff: Be educated about volunteer tourists –
why they do it, what motivates them etc
Research & Development (R & D)
Market for volunteer tourist
Personal & business benefit from improved
English language skills
Type of product (visitor experience) to be
created
Support structure:
Can provide self contained room for volunteer &
some meals
Technology transfer:
Internet, Social media
New product: ‘Volunteer Tourism’
‘Do Well & Do Good’ in Nyaung Shwe.
32
Management: By the owner –
introduction of the volunteers,
developing & managing
relationships
Marketing: New product name,
Online & off-line promotional
messages & materials, etc
Investment: Prepare living room
for volunteer(s)
‘The tourist: ‘Do Well’ – for the tourism – who gets an inexpensive
holiday in Nyaung Shwe, meets local people etc
The staff: Increased English language skills – helps to increase
customer service, product sales & ‘life’ opportunities
Come & stay in Nyaung Shwe
- For only US$5 a day
Other examples of possible innovation for tourism
products (visitor experiences) in Nyaung Shwe
33
34
What you will do
What?
3. Explore how local
tourism suppliers
could adapt their
product offering
towards the inclusive
business approach
How?
Note any examples you see of:
a. Employment of under-age workers
b. Unsafe work practices in any
business/attraction/activity a tourist might
visit
c. Where you see evidence or – or potential
evidence – for conflict between individuals,
between organisations, between public
officials & citizens/workers/tourists,
between custodians of sites (e.g. pagoda) &
tourists etc
Discuss how your particular group of
‘tourists’ might encourage tourism suppliers
to adapt their product towards an inclusive
business approach
Group D: What you will do as a UK NGO
35
1. Investigate how the tomatoes get to Nyaung Shwe – who does what?
2. What types of places that tourists go to would buy those tomatoes?
3. Think creatively - how could the boxes be used to create a new product
offer - which embraces concepts of inclusive business?
All groups:
36
You loss you wallet
(money, credit cards, ID
etc) and your passport.
You contact the hot line
you see on a road-side
sign.
What happens?
All groups:
37
You saw a Trip Advisor
review of the ‘Unique
Superb Food House’
You read a nice story
about Ko Okka & Ma Ni.
You decide to find it &
visit.
You have been told they
offer a FREE tea or
coffee + small snack to
BIF training participants.
Was it an easy place to find? (Maps, GPS, road-side signs etc)?
As a visitor, what was the experience like?
Unique Superb Food House
38
Ko Okka and Ma Ni …
- will give you tea/coffee & a little snack up to value of K 500
Unique Superb Food House
39
After your experience
with
Ko Okka and Ma Ni –
(on your mobile phone
or back at 81 Hotel or
when you get home) …
Make a Trip Advisor
comment on Unique
Superb Food House.
WIN the ‘Natasha Prize’
40
1. Find this location
(near Unique
Superb Food
House).
2. Take a fun/crazy
group photo that
can go on
Facebook and be
seen be all your
friends back in your
home country.
Natasha will judge the best photo from one
group … on Friday the winning group for the
‘Natasha Prize’ will be announced.
41
What you will do after lunch:
1) About 45 minutes total for each group to develop your own
case study on an innovative, inclusive new tourism product –
remember your perspective will be from:
Different cultural lenses (Chinese, Thai, French, English, American,
Australian)
Different perspectives as a tourist, as a travel agent or as an NGO
What are the problems and opportunities tourism entrepreneurs
and officials may face in developing inclusive tourism business
products
(i.e. to include more low income and/or marginalised people)
42
What you will do after lunch:
Then each group will present their case study for discussion &
reflection on tourism experiences in Nyaung Shwe from the
perspective of your ‘cultural lense’ …
- include any opportunities for inclusive business innovation
Photos were randomly selected from open internet sources – Google images
• Walking shoes & hat
• Paper (or hand held devise) for taking notes
• Bottle of drinking water
• If it rains ….
+
A positive attitude!
Remember …
43
QUESTIONS
2. Four photos submitted in the competition
45
46
The Natasha Award
The prize for each member of the winning
photo will be to help you with marketing of
your business:
Steve will help you to set up a free on-line
account with:
Slideshare.com
&
Issuu.com
47
Chinese & American group
48
Thailand &
French group
49
Australian Tour Operator group
50
UK NGO group
and the winner is …
51
52
Thailand &
French
tourists !
3. Journal created by the ‘winning team’ in the
photographic competition.
Used when they did their presentation to all the other participants in
the training program.
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
4. Feedback from participants at the end of this
training day.
Responses to the question:
What did you find most useful today?
68
Many knowledge, participation in groups, warmly & hospitality of
each other, sharing to each other.
Positive attitude communicate with people.
Team work, thinking from the tourists point of view is really effective
for us in improving/innovating process.
Team work & new idea of innovation tourism.
Seen the different things from the point of view of tourist.
Group working together & brain-storming for one particular.
The Field Trip & Group Discussion & Presentation make the lessons
in previous days come reality and bring practical not to forget and
make clear to understand the concept.
Now we know clearly what we have to do and what we need to do.
Responses to the question:
What did you find most useful today?
69
Database we obtained during field trip.
Teamwork/members with different ideas worked together to be the
best.
Experience wonderful. Perfect. Knowledgable. Everything I get!
Inclusive tourism and innovation tourism – I learnt a lot from
presenting on the case study.
I realized that so many things to do innovation in our environment and
community. All the sectors need to participate to develop tourism
sector. We observed central part of Nyaung Shwe.
Learning, sharing is caring from the four group presentation when
about the knowledge is like that. I think community work is more better
for us – something like that.
Today all useful for me.
70
The useful what we have done for today are the Field Trip because we have
got all information and place and what we can do for inclusive tourism.
Yes, I get a lot of new idea for our town and good future. I find most useful
today, we have more good plan and we can do good idea and new
innovation and more interesting place for tourism.
When we walk around NS we notice what should we do more. What they
need to renovate, new creation.
The people will help for tourist. How we go to do, where anythings they help.
Its good.
How to make a package sale of world travellers.
Excellent day.
I found that we can do more activities for the tourist.
I think teamwork is most useful today.
Responses to the question:
What did you find most useful today?
71
5. Additional benefits of the Field Trip approach.
The issues:
The tourism related business sector in Nyaung Shwe does not
have a history of establishing and managing any effective
structured networking through some form of active business
association.
The different ‘actors’ in the local industry generally act
independently, with no collective or cohesive ‘voice’ to represent
their common interests and to undertake any strategic destination
marketing activities.
Additional benefits
72
An individual tourism business will ‘do better’ if the destination
management and destination marketing is effective.
Because such organisations and networks to do the destination
level activities don’t exist in any real effective sense, within
Nyaung Shwe, there is little history, experience, awareness or
capacity to undertake those activities.
The issues (continued)
73
‘Market informality has made it challenging to establish the effective
formal business relationships that are evident in ‘successful’
tourism destinations.’ Steve Noakes
The Field Trip (and the overall five day training program) gave the
opportunity for most local area participants to meet each other, take
in some new knowledge, experiences and skills and create a new
business network.
That network has commenced online, with the Facebook site open
only to those who have completed the five day training program.
The BIF Inclusive Tourism Training program is the catalyst for a new
local tourism & travel sector business network – much needed in
the destination.
Additional benefits
74
And thank you all …
Best wishes in your future inclusive tourism business
success …
Do well, do good ….
Do No Harm!