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Value Creation of Tourism
Sector:
In the case of 10 ASEAN
Economies, applies to Jamaica
Apirada Chinprateep,School of Development EconomicsNational Institute of Development AdministrationBangkok, Thailand
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Most-visited countries by international tourist arrivals in 2013
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Source: WTO
Tourism Towards 2030: Actual trend and
forecast 1950-2030
source: WTO 2014
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AEC
Strong point•Well-established tourism in member countries: Singapore, Malaysia, and
Thailand already have high annual visitor arrivals.•Political awareness: The importance of tourism is well recognised among
many ASEAN countries, as highlighted through ministerial ASEAN meetings and summits.
•A full-time ASEAN Secretariat already exists to coordinate cooperation and integration efforts.
•Safety: ASEAN member countries have traditionally been considered safe and visitor-friendly.
•Well-developed business sectors: e.g. Singapore, Malaysia, Thailand and Indonesia are also being joined by emerging economies, such as Vietnam, Lao PDR and Cambodia.
•Well-developed entertainment options: Countries already offer shopping, nightlife activities, etc.
•Well-developed linkages to external markets are in place.•Greater Mekong Sub region (GMS) alliance: ASEAN integration should
lead to synergistic effects.•Access: e.g. GMS countries may not necessarily require air travel.•Member countries have unique destination images.•World-class airports facilitate travel: e.g. Singapore Changi and Kuala
Lumpur International Airport, as well as the region’s newest airport, Suvarnabhumi International Airport in Bangkok, set to open later in the year.
•Diverse tourism resources within the region range from nature to culture, religion, sports, and health and wellness.
•Seasonality patterns are similar for all ASEAN member countries, which is conducive to multi-country tour patterns.
•Some member countries have widespread English language capability.•Well-developed intra-ASEAN tourism already exists.•Short-distance travel potential is well suited to the regional population’s
income.
Weak point•Countries are at different levels of inbound and outbound market
maturity.•Countries are at different levels of manpower standards.•Possible competing strategies are in play: e.g. more than one country
aspiring to be a strategic hub, or countries competing to be world leaders in particular attractions.
•Poor infrastructure in some countries.•Progress may be slow due to extra levels of policy-making, i.e. ministries
of tourism/commerce and ASEAN, which may also conflict.•Most existing collaborative networks among countries are weak.•Infrastructure improvements tend to fall outside of ASEAN
initiatives.•Under-developed market intelligence remains unresolved.•Poor information and communications technologies (ICT) persist in some
countries. Some member countries still focus on visitor arrival numbers, with less attention to tourism yields and dispersion.• There is inactive collaboration with national flag carriers and discrepancies exist.
•Marketing campaigns are not integrated and lack a consistent message in building tourist destination images.
•Trade and investment need to be considered, as well as inter-firm linkages.
•Visas are required for travellers from outside the region.•Some source markets are niche-oriented and do not align well with a
multi-destination approach.Table 1: International visitor arrivals to 9 ASEAN member countries,2001–2005
Source: http://aseaneconomy.blogspot.com/
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• WTO Define Sustainable Tourism“Sustainable tourism development meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems”
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A need for comprehensive
methodology framework
• Problems▫ Sustainable Tourism Studies: Diverse and
Complex
▫ Due to this issue , a proposed unified methodology
: Sustainable Tourism Benchmarking Tool-STBT
(UNCTAD, 2007)
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• What do we have so far ?▫ Conventional studies often deal with one
component of tourism such as estimation based on no. of arrival receipt per tourist or average length of stay
▫ Frechtling 1999: Tourism account methodology▫ Miller 2000: Covering all aspects of sustainability
x Environment issue both physical and humanx Employmentx Financial leakages x Consumer both satisfaction and role
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Sustainable Tourism
Benchmarking Tool(STBT)
• Objective▫ Ability to detect the sustainability problems▫ Ability to provide policymakers an proper
information for a better decision and a better prospects for sustainable tourism development
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Why do we need a methodology ?
• Reason▫ Growth in tourism expenditure: Especially in
developing country ,results in negative effect x for local population;
x Shortage, Increase in food price, water supply, etc.x For tourism sector;
x Loss in market shares, tourism expenditure declining over time
• Consequence▫ A methodology that could cover the complex issues
and provide benchmarks which allow developing country to improve the sustainability
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Sustainable Tourism
Benchmarking Tool(STBT)
• Define Key Dimensions▫ Tourism assets▫ Tourism activity▫ Tourism-related linkages▫ Tourism-related leakages▫ Environmental and social sustainability▫ Infrastructure▫ Attractiveness
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Sustainable Tourism
Benchmarking Tool(STBT)
• Scale the indicators to allow cross-country comparisons
• Place indicators on a conceptual chart
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Tourism of Brunei Darussalam
Strong points
• High economic and politics stability
• Encourage utilities infrastructure
• Encourage the development of tourism in the long term, campaign Vision Brunei Year 2035
Weak points
• Small country• Small amount of
population• A few attraction
places
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Tourism of Kingdom of Cambodia
Strong points
• Cultural tourism destination
• Abundant natural resources in particular, the woodland
• Strong policy of tourism development like a concession to Russian investors to create a property for luxury travel including the building of a casino.
Weak points
• Have relatively low domestic demand
• Problems with the ASEAN nations such as Thailand, Philippines, Vietnam and so on.
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Tourism of Republic of Indonesia
Strong points
• The bilateral agreements with various countries helps Indonesia make airlines flying to Indonesia for 32 airlines.
• a lot of and cheaper labor
• Abundant natural resources
Weak points
• islands and uncluttered.
• Infrastructure has not developed as expected.
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Tourism of Lao People’s Democratic Republic
Strong points
• The cultural and World Heritage Site
• There is a path linked Cambodia to Vietnam.
• With the opening of new routes from many destinations, including Singapore, China, Malaysia and South Korea flying to Laos.
Weak points
• Land transportation is not convenient.
• Utilities are not covered and some cannot be developed under the World Heritage Site.
• The airport is appropriate for small planes.
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Tourism of Malaysia
Strong points
• Health Tourism • Integrated
system of infrastructure
• High development of the Internet link
Weak points
• Population is relatively small causing labor shortage
• Food produced in Malaysia are of limitations and lack of diversity
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Tourism of Republic of the Union of Myanmar
Strong points
• Natural resources are abundant.
• Borders are linked to larger countries like China and India.
• There are attractions such as the Shwedagon Pagoda, etc.
• There are zones for military, agriculture, industry and services, including tourism zone clearly indicated.
Weak points
• Infrastructure like electricity roads and ports are not on international standard
• No proactive development of high-speed rail network as well as roads and harbors.
• The political uncertainty
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Tourism of Republic of the Philippines
Strong points
• Good English language communication
• Similar culture and religion to the western countries
• There are links from Metro Manila to provinces at affordable prices
Weak points
• Are located far from the ASEAN countries
• Social welfare should be developed
• Problems of overpopulation due to religious beliefs about contraception
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Tourism of Republic of Singapore
Strong points
• The transport infrastructure is ranked 2nd in the world
• Can communicate well in English
• Recreational attractions such as Universal studio.
Weak points
• Unskilled labor shortages
• High cost of living
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Tourism of Kingdom of Thailand
Strong point
• Wide range of travel products, both natural and cultural.
• Ability to compete on price, compared to neighboring countries.
• Geographical center of Southeast Asia.
• Skilled and talented tourism staff.
Weak point
• Tourism management does not well regard of the quality of the tourist attractions in the long term.
• Law enforcement is not active in the industry, although it was announced in Business and Guide Act 1992 already.
• High price competition in the country. As a result, the quality of service sometimes is to levels below the standard.
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Tourism of Socialist Republic of Vietnam
Strong points
• many famous prehistoric civilization. In particular, there is evidence of Neolithic civilization, bronze drums Mohratuek, and ancient Dong Son communities, south of the mouth of the Red River.
• Is rich in natural beauty• Abundant with labor and
low wages
Weak points
• Infrastructure is still in the development stage.
• Traffic is known for having a lot of motorcycles on the road.
• Land rents are relatively high.
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Data-InfrastructureElectricity usage
BruneiSingaporeMalaysiaThailand
Country
Brunei 33%Singapore 32%Malaysia 16%Thailand 9%Vietnam 4%Indonesia 3%Philippines 2%Cambodia 1%Myanmar 0%Lao N/A
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Data-InfrastructureAir transport
IndonesiaMalaysiaThailandPhilippines
Country
Indonesia 35%Malaysia 19%Thailand 13%Philippines 13%Singapore 8%Vietnam 8%Myanmar 2%Lao 1%Brunei 1%Cambodia 0%
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Data-InfrastructureImprove in sanitation
facilities
SingaporeMalaysiaThailandMyanmar
Country
Singapore 15%Malaysia 14%Thailand 14%Myanmar 11%Philippines 11%Vietnam 11%Lao 9%Indonesia 9%Cambodia 5%Brunei N/A
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Data-Environmental and Social
Travel & Tourism Total Contribution to
Employment
PhilippinesMyanmarCambodiaSingapore
Country
Philippines 41%Myanmar 29%Cambodia 25%Singapore 21%Thailand 6%Laos -1%Indonesia -2%Malaysia -3%Vietnam -3%Brunei -12%
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Data-Environmental and Social
CO2 Emission
IndonesiaThailandMalaysiaVietnam
Country
Indonesia 36%Thailand 24%Malaysia 18%Vietnam 12%Philippines 7%Singapore 1%Brunei 1%Myanmar 1%Cambodia 0%Lao 0%
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Data- Tourism Activity
Number of Arrivals
MalaysiaThailandSingaporeIndonesia
Country
Malaysia 32%Thailand 25%Singapore 13%Indonesia 10%Vietnam 8%Philippines 5%Cambodia 4%Lao 2%Myanmar 1%Brunei 0%
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Data-Tourism Activity
Receipts
ThailandMalaysiaSingaporeIndonesia
Country
Thailand 34%Malaysia 22%Singapore 20%Indonesia 10%Vietnam 6%Philippines 4%Cambodia 2%Lao 0%Myanmar 0%Brunei 0%
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Data-Tourism Asset
Threatened Species
MalaysiaIndonesiaPhilippinesThailand
Country
Malaysia 24%Indonesia 23%Philippines 14%Thailand 10%Viet Nam 9%Singapore 6%Myanmar 5%Cambodia 4%Brunei 3%Lao 3%
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Data-Tourism AssetNumber of
Heritage Site
Viet NamIndonesiaPhilippinesThailand
Country
Viet Nam 22%Indonesia 22%Philippines 17%Thailand 14%Malaysia 11%Lao 6%Cambodia 6%Myanmar 3%Brunei 0%Singapore 0%
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Data-Tourism AssetWeighted Coastline
Length
IndonesiaMalaysiaPhilippinesMyanmar
Country
Indonesia 68%Malaysia 13%Philippines 10%Myanmar 3%Viet Nam 2%Thailand 2%Singapore 1%Cambodia 0%Brunei 0%Lao 0%
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Data-Tourism AssetForest Area
BruneiLaoMalaysiaCambodia
Country
Brunei 15%Lao 14%Malaysia 13%Cambodia 12%Indonesia 11%Myanmar 10%Vietnam 10%Thailand 8%Philippines 6%Singapore 1%
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• Scale the indicators to allow cross-country comparisons
• Place indicators on a conceptual chart
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Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Brunei
Brunei
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Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Cambodia
Cambodia
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Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Indonesia
Indonesia
36
Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Laos
Laos
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Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Malaysia
Malaysia
38
Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Myanmar
Myanmar
39
Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Philippines
Philippines
40
Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Singapore
Singapore
41
Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Thailand
Thailand
42
Sustainable Tourism
Benchmarking Tool(STBT)
-10-5
05
10152025
30Tourism asset
Activity
Sustainability
LinkagesLeakages
Infrastructure
Attractiveness
Viet nam
Viet nam
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Framework
Some simulations
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Note: Prelim. July 13, 2015 @copyright Apirada 2015
Table 1 Income equation with pooled panel data regression for eco-friendly tourism data from 2002-2015.
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variablesTotal Revenueit total revenue from rural tourism (unit of
currency)Travelerit number of tourists to rurals (persons)Capitait per capita income (unit of currency)Agricultural landit percentage of total agricultural area (%)
variables coefficient coefficient coefficientI II III
traveler 82.2458*** 82.4260*** 82.5033(39.50) (39.91) (40.12)
capita -0.0601 -0.2519 -0.1197(-0.20) (-1.01) (-0.36)
Agricultural land 4064.007 2457.014 2464.334(0.42) (0.25) (0.25)
ASEAN 433138.4(0.79)
China -436733(-0.41)
Hongkong -89678(-0.09)
Japan -4311.59(-0.00)
India -492579(-0.45)
Europe-197739(-0.33)
North America -168789(-0.20)
Oceania -257582(-0.30)
_cons -49759.7 371491.1 306731.5(-0.08) (0.83) (0.71)
N 345 345 345R-squared 0.8356 0.8354 0.8353Adj R-squared 0.8337 0.8320 0.8324
Source: Department of Agricultural Extension, Division of Community Enterprise Promotion*** statistically significant level of 99%** statistical significance level of 95%.* statistically significant level of 90%
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From Table 1, the results show the factors affecting the income from eco-friendly and rural tourism in one member country (Thailand as a case study) of ASEAN from 2002-2015.
It was found that the number of tourists and the population have a positive effect on the income from eco-friendly and rural tourism.
Tourists are interested most in ASEAN region herself, then America and Europe. Local tourists are quite substantial.
As a result…The tourism sector counts not only its own but also mingles in
the economy and relates to many activities.
A good planning should consider demand and supply, social aspects, natural resources, as well as international relationship.
According to this study, international, as well, local tourists show a statistical correlation with sustainable aspects of tourism and
this is the currently benevolent trend for enjoying our world and its natural beauty to be sustained for a long period of time.
49Energy balance in 2030:’000 Tons of Oil EquivalentEnergy balance in 2030:’000 Tons of Oil Equivalent
