WINNING BUSINESS COMPETITION IN SELLING ECOTOURISM PRODUCT: PERSPECTIVE OF PRACTITIONER - PowerPoint PPT Presentation

1 / 15
About This Presentation
Title:

WINNING BUSINESS COMPETITION IN SELLING ECOTOURISM PRODUCT: PERSPECTIVE OF PRACTITIONER

Description:

Price war by making cheap price but low quality of service ... Building network with stakeholders (tourism association, government, airline, NGOs, hoteliers) ... – PowerPoint PPT presentation

Number of Views:169
Avg rating:3.0/5.0
Slides: 16
Provided by: binasw
Category:

less

Transcript and Presenter's Notes

Title: WINNING BUSINESS COMPETITION IN SELLING ECOTOURISM PRODUCT: PERSPECTIVE OF PRACTITIONER


1
WINNING BUSINESS COMPETITION IN SELLING
ECOTOURISM PRODUCTPERSPECTIVE OF PRACTITIONER
  • BY
  • JAROT SUMARWOTO
  • BINA SWADAYA TOURS
  • JAKARTA INDONESIA
  • Regional Conference on CBET, Chiang Mai
  • March 3-7, 2002

2
Positioning Ecotourism in Industry
  • Emerge as specific interest versus conventional
    mass tourism
  • Grow small but rapid industry as niche market
  • Primarily advertised as a form of nature related
    tourism
  • Raising trend to travel in back to nature style
  • By the industry, criteria and principles of
    ecotourism are not well priority.

3
Basic Ingredients for Product Packaging
  • Contain attractiveness originality and uniqueness
    on
  • - Genuine nature environment (forest,
    national
  • park, marine)
  • - Specific wildlife (animal living in free
    habitat)
  • - Pristine ecosystem with accessible
    interpretation
  • trails
  • - Exciting nature phenomenon (crater, water
    fall, river
  • rafting, coral reefs
  • - Cultural immersion with indigenous people
    exploring
  • historical heritage

4
Basic Ingredients for Product Packaging
  • Enable clients to conduct active outdoor
    activities
  • Ensure the supporting facilities available mode
    of transportation, friendly environmental
    accommodation
  • Describe clearly accessibility to reach the
    destination
  • Put key word reflecting authentic eco tours

5
Basic Ingredients for Product Packaging
  • Pricing quoted reasonably competitive
  • Take into account the tolerable limit in terms of
    group size, quantity of volume, carrying capacity
    of facilities and local sources
  • Select specialist (expert) guide to ensure the
    standard of operation

6
Competition Threats
  • Non-conventional operators campaign unreal CBET
    product by marketing gimmick
  • Price war by making cheap price but low quality
    of service
  • A disappointed client becomes boomerang (bad
    promotion) for the eco destinations
  • Social envy from local community if only utilize
    and involve external sources

7
Winning Competition in Tourism Industry
  • Building Reputable Company (Organization)
  • Apply resources-based approach by maxi-
  • mizing organizational resources
  • Product diversification backs up the core
    business

8
Winning Competition in Tourism Industry
  • Marketing and Promotion Strategy
  • Segmenting the market target by surveying clients
    profile
  • Offering concrete benefits and value added
    experiences are clearly defined in the
    publication
  • Pricing policy depends on the market place
  • Scheduled advertisement to build the true eco
    image through the relevant audio visual media

9
Marketing and Promotion Strategy
  • Joining travel marts proves very effective
    strategy to directly meet buyers suppliers
  • Updating the information on the product and new
    program launched
  • Organizing fam-trip to socialize eco products for
    new and old customers
  • Building network with stakeholders (tourism
    association, government, airline, NGOs,
    hoteliers)

10
Case of Practitioner Experience Bina Swadaya
Tours
  • Mission
  • To be a professional operator in promoting
    community-based ecotourism for generating
    economic benefit
  • To enhance better understanding through cross
    culture between tourist and host community
  • To empower self-reliance of community surrounding
    the destination and support environmental
    conservation

11
 Bridging Role with local initiatives
  • Established in 1987 under ownership of Bina
    Swadaya Foundation (NGO) working to empower grass
    root community with 21 local offices throughout
    the country. One of BSs business unit to
    generate self-financing capacity
  • Linking with local partners implementing CBET
    projects to be marketed in the product
  • Involved to establish INDECON (Indonesian
    Ecotourism Network) for socializing ecotourism in
    Indonesia through research, documentation, and
    publication

12
Type of services
  • Selling eco and agro tour packages for domestic
    foreign market. Eco adventure to national parks
    (Ujung Kulon, Halimun) is a few among the
    selected programs.
  • Ticketing services (domestic and international)
    and train tickets
  • Voucher hotel
  • Transportation rental

13
Financial Track Record
  • See on the transparent

14
Conclusions
  • Man behind the management functions as the driver
    to pursue the profitable business
  • Product packaging should be a market oriented
    demand
  • Marketing budget should be proportionally
    allocated for regular advertisements to achieve
    sales target and create trade mark

15
Thank You
  • Bina Swadaya Tours (BST)
  • Jln. Gunung Sahari III/7
  • Jakarta 10610 Indonesia
  • Telp Fax 62-21-4204402/4256540
  • Email bst_at_cbn.net.id
  • Website www.ecoclub.com/bst
  •  
  •  
  •  
Write a Comment
User Comments (0)
About PowerShow.com