development of regional tourism competitiveness framework...
TRANSCRIPT
Development of Regional Tourism Competitiveness
Framework in the Asia and the Pacific
The 7th UNWTO/PATA Forum on TOURISM TRENDS AND OUTLOOK
October 21, 2013
The Asia and the Pacific Region
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•Asia-Pacific Region is the part of the world in or near Western Pacific Ocean. The
region varies in size depending on context, but it typically includes at least much of
East Asia, Southeast Asia, and Oceania (Wikipedia).
Hongkong
Beijing Tianjin
Dalian
Tokyo
Osaka Shanghai LA
Hanoi
Jakarta
Manila Singapore
Paris
Londo
n Amsterdam
Frankfurt
Bahrai
n
NY
Panama
SaoPaul
o
Toront
o
Sidney
Definition of Regional tourism
- a phenomenon in which the `region' (as opposed to the `nation') is the focus of tourism
attention, and where `regionalization' (as opposed to `national development') is the
objective of growth (Chang, 2001).
Definition of Regional Tourism
Regionalization Region
an integration process the linking together of different locales, cities, or
countries
Region vs. Regionalization
Source: Chang (2001)
Chang, T.C. (2001). Configuring new tourism space: exploring Singapore’s regional tourism forays.
Environment and Planning A, 33(9), 1597–1619.
Formal region
one which ties together locales that have commonly
distinguishable characteristics, whether climate, culture, or
community (Johnston et al, 1991, p. 392).
Ex) Tourism triangles(Indonesia-Malaysia-Singapore Growth
Triangle)
Functional
region
one that is created because it serves a
larger purpose or function be it trade, tourism, or industry
Ex) ASEAN Tourism Association (ASEANTA)
Imaginary
region
a social construct - an imaginary configuration constructed by
politicians for strategic goals.
Ex) Asia-Pacific region
Three Types of Region
Source: Chang (2001)
Formal Region
Regions
Functional Region
Imaginary Region
In tourism, functional region can be divided by urban, rural, island, echo, shopping,
quality, adventure, culture, medical, MICE, and so on.
Classified Tourism Group by Functional Region (sample)
Shopping
tourism
Sanghai
Medical
tourism
MICE
tourism
Sanghai
Island
tourism
Cheju
Regional Tourism Matrix: Forms of Tourism/Activity Relatedness
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Functional Tourism Matrix
Act
ivit
y
Rel
ated
nes
s
Forms of Tourism High
High
Low
Nature
tourism
Urban
tourism
Rural
tourism
Cultural
tourism
Sports
MICE tourism
Adventure tourism
Eco-tourism
Convention
Exhibition
MICE
Cruise
tourism
Food-health tourism
Leisure
Food
tourism
Health
tourism
Wellness
tourism
Festival
tourism
Entertain
tourism
Culinary
tourism
Shopping
Macro MICE
Low
Definition of Competitiveness
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A general concept that encompasses price differentials coupled
with exchange rate movements, productivity levels of various
components of the tourist industry and qualitative factors
affecting the attractiveness or otherwise of a destination.
Definitions
The TTCI provides a basis for implementing policies to improve
destination competitiveness on a country by country basis.
Competitiveness
The Travel and Tourism
Competitiveness Index
Competitiveness is measured by the ability of the organization to
stay in business and to protect the organization’s investments, to
earn a return on those investments, and to ensure jobs for the
future.
Destination
Competitiveness
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Characteristics of
Destination Competitiveness
• Tourist destinations are the central elements of the tourism system. Features of destinations
can be classified under two main headings.
• Primary features include climate, ecology, culture and traditional architecture. Secondary
destination features are those developments introduced specifically for tourism such as hotels,
catering, transport and entertainment.
• Together these two main groups of features contribute to the overall attractiveness of a
tourist destination.
• Destination competitiveness can be evaluated both quantitatively and qualitatively.
Types of Competitiveness Levels
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Types of Competitiveness Level Categorization
1. WEF -World
Economic Forum
2. IMD-International
Institute for
Management
Development
3. Simmie and
Carpenter
4. Rovdrt Huggins
Associates
5. WTTC-World
Travel and
Tourism Council
Outcomes
Prior studies
Levels National/City
Competitiveness
Tourism
Destination
Regional
Competitiveness
• National
Competitiveness
Assessment
• National
Competitiveness
Assessment
• City Competitiveness
and Sustainability
• City Competitiveness
Assessment
• International Monitoring
Tourism
Competitiveness
1. Tourism Destination
Competitiveness Assessment
(Dwyer & Kim)
2. Tourism Destination
Competitiveness &
Sustainability Assessment
(Ritchie & Crouch)
WEF Index
WCE Index
KHU Index
China’s BTC Index
Lack of
Regional
Index
Not fit
with
UNWTO
Goals
Cooperative Index Needs !
System of Measures for
Excellence in Destinations
(SMED).
10
Review on Tourism Competiveness Study
World Economic Forum’s
competitiveness index does not take
into account the different
characteristics of nations and their
relative criteria.
World Economic Forum’s
competitiveness index does not take
into account the different
characteristics of nations and their
relative criteria.
KHU Research focuses only on cities
and ranking cities, which UNWTO
tries to avoid due to unnecessary
disputes and excessive competition.
KHU Research focuses only on cities
and ranking cities, which UNWTO
tries to avoid due to unnecessary
disputes and excessive competition.
China’s Best Tourism Cities scheme
only focuses on Chinese cities and
cannot easily be applied on a State
level.
China’s Best Tourism Cities scheme
only focuses on Chinese cities and
cannot easily be applied on a State
level.
World Center of Excellence for
Destination’s research is not confined
to Asia-Pacific countries, making it
difficult to reflect the region
specifically in indexing and evaluation.
World Center of Excellence for
Destination’s research is not confined
to Asia-Pacific countries, making it
difficult to reflect the region
specifically in indexing and evaluation.
Even though various Competitiveness Indexes of Tourism
by different organizations are well developed,
it does not fully conform to UNWTO’s regional goals due to their limited focus and drawbacks.
WEF Index KHU Index
China’s BTC Index WCE Index
1. Theoretical Implication- the collaboration of various experts and organizations in the region, a reliable
regional competitiveness index for tourism of UNWTO can be developed.
2. Practical Implication-making it easy to reflect and applicable for a specific region in indexing and
evaluation and useful feedback to the required from urban cities
1 UNWTO has two important areas of focus in advancing tourism
throughout the world: tourism sustainability and tourism
“competitiveness”. 1
Although there have already been many attempts to design a set
of criteria for measuring tourism competitiveness, none of these
are 100% effective or conform adequately with the UNWTO’s
purpose.
2
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Background of 『Development of Regional Tourism Competitiveness Framework in Asia and the Pacific』
Needs for Developing RTC Framework
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Procedure
1) Reviewing previous research of work done on the development of competitiveness
indicators
2) Conducting surveys and interviews towards stakeholders in the region
3) Identifying the hurdles and the support
4) Identifying cases and drawing implications
5) Developing Tourism Competitiveness Model, which can be applied to the region
6) Holding forums and conferences and providing policy implications for the region at
the Global Economy Tourism Forum
Check Points to Developing RTCI
• Competitiveness is a very broad construct encompassing all social, cultural, and economic
variables affecting the performance of a nation in international markets. Reflecting this macro
perspective (OECD, 1997).
• The index include all relevant indicators and these indicators should be given adequate weighting
based on their contribution to the development of tourism.
• The indicators developed should take into account the advancement of developing countries.
• An assessment of competiveness consider the current circumstances of each country.
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• Each different sub-indicators are subset of master RTCI indicators.
• For example, the shopping RTCI requires a unique indicator that is likely to be a subset of master
RTCI indicators.
• Reuse the RTCI indicators overcome many of the problems of traditional approach.
Master RTCI indicators
E1
B1 A1
C2 D1
B2
C1 E1 C4
E3 D1
E4
C3
B3 B4
Shopping
Heritage E3
B1 A1
C2 D1
B3
C1 E1 C4
E2 D1
B5
Selected
adequate
region
RTCI sub-indicators
Shopping
Tourism
RTCI
Rural
Tourism
RTCI
Heritage
Tourism
RTCI …
…
E4
C3
B4
B2
Common
indicators
Function
specific
indicators
S1
S2
S3
S5
S4
S1 S5
S3
S4
S3
Identifying Common Indicators for
RTCI (Example)
Rural
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Developing Unique Indicators for RTCI
(for example, shopping tourism destination)
Product
Reliability
Product
Variety
CRM Website Information
Catalogue
Fixed Price
System
Price
Sign
Product
Knowledge
Hospitality
Foreign
Language
Ability Store
Location
Store
Sign
Store
Environment
Store Service Price Service Employee Service
Additional
Service
Characteristics
of Product
Reasonable
Price
Domestic
/Urban
Price
Tourism
Price
Tourism
Price
Value
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Measurement Framework for RTCI
Data Collection
Standardization
Weighting Factors
Evaluate
Competitiveness
- Collecting data based on determined indicators for measuring
tourism competitiveness of Asia Pacific regions
- The standard formula for converting measured data is as follows:
- Computation of standardized score with weighted factor
derived from AHP method
(sum of scores on each dimension X weights for each dimension)
- Evaluating the competitiveness with weighted factors by comparing
sum of scores of each tourism destination
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• Quantitative/qualitative indicators for regional tourism competitiveness (RTC) are selected through
Delphi survey.
• Extracted factors are rearranged to develop sub dimension for RTC.
• Then develop each weight using AHP, and each indicators are multiply by the weights of each
dimension.
• Finally, each regions (cf: city or state) are ranked.
Quantitative
indicators
Qualitative
indicators
Tourism
Urbanization
(Y1)
Manufacturing
GRDP
High-tech
Air connectivity
Place
Delphi
x1
x2
x3
x4
x5
w1
w2
w3
w4
w5
AHP
Y1 = x1w1 + x2w2 + x3w3 + x4w4 + x5w5
RTC sub-dimension:
……
……
RTCI Measurement Model