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Presentation
PREPARED BY
MR. PHENG CHANTITTHYA
DR. AUNG SOE HTET
MS. KAMONWAN APIRUJI
MR. NGUYEN HOANG DUONG
SUSTAINABLE TOURISM
DEVELOPMENT
(STD) PROJECT
OUTLINE
Executive Summary
 Stakeholders Analysis
 Problem Tree
 Objective Tree
 DMF
 WBS
 MS Project

EXECUTIVE SUMMARY
As many rapid growth city, Luang Riep Hoi
has faced various problems according to
the numbers of tourists visiting the city at a
time. Therefore, this project will focus on
the tourism aspect as it tends to be the
focal problem leading to other problems.
The main concern in this respect is to
improve the tourism image both at the local
or national levels through a PR programme.
STAKEHOLDER ANALYSIS
Stakeholder
Tourists
Community
Stakeholder’s Interest
Perceived Problem
Resource and Mandate
-Cleanness and proper interpreter on
-Water shortage
Willingness to pay for good services
site
-Too often airplane accident
-Good services and see proper
-Town is dirty
maintenance at the site
-No interpreter at site
-Improve living standard
-No capital and Knowledge
-Open business and employment
-Lack of infrastructure to access their area
.Homestay
-Preserve local tradition
-Losing local tradition
.Traditional food
-Need some tourists
-Lack of access to health service
.Traditional Events
-Provide community-based tourism
-Too many tourists
Owners of the
-More tourists
-Fewer tourists
hotels and
-Improve infrastructure
-Lack of capital to invest in their area
Restaurants
-Offer good service to attract tourists
-Limited capacity airport
-Capital
-Unqualified, insufficient staff
-Tourists never come back
Tour agencies
-Improve tourism and tourists’ interests
-Tourists never return
-Provide better service and attract more tourists
Department of
-Provide safety water sufficiently
-Insufficient fund
-Annual operation budget
municipal
-Improve roads infrastructure
-Dirty road and river
-Maintain and provide safety water and clean
-Unsafe water and water shortage
environment
public work
-Bad road and infrastructure
Ministry/Depto
- Promote the country and make great
-Lack of resource & personnel
-Preserve the monument
f Tourism
profit from tourism industry
- Cannot control the number of tourists
-Make necessary policies
- Allocate budget
STAKEHOLDER ANALYSIS (CONT.)
Stakeholder
Ministry/Deptof Tourism
Stakeholder’s Interest
Perceived Problem
Resource and Mandate
- Promote the country and make great
-Lack of resource & personnel
-Preserve the monument
profit from tourism industry
- Cannot control the number of tourists
-Make necessary policies
- Allocate budget
Ministry of ICT
-Provide the ads and information
-Insufficient fund
-Annual operation Budget
-lack of skillful and technical personal
- to uplift international images
in Ads
PROBLEM TREE
Decreased
economic growth
Decreased
national income
Unsustainable
tourism
Fewer tourists through out
the year & Poor national
tourism image
Tourist never
come back
Poor
service
Employ
unqualified
staffs
Dirty town
and resort
Poor garbage
mgt
Lack of water
& waste water
treatment
Lack of national
PR program from
cerntral gov't
Limitation of
attractions
Poor infrastructure
Lack of
providing
edequate
maintenance
No new
facilities
Tour
agencies
don't design
new tours
Tourism Dep't
doesn't
develop new
potential
attraction
Lack of a
coordinating
board
Lack of a
tourism dev't
master plan
Lack of PR
workshops
Lack of an
Ads of
campaign
OBJECTIVE TREE
Increased economic
growth
Increased national
income
Sustainable
Tourism
More tourists through out the
year & Improved national
tourism image
Tourists want
to come back
Good
services
Employ
qualified
staffs
Clean town
and resort
Effective
garbage
mgt
Good water
& waste
water
treatment
PR program is
in place
Rich of tourist
attractions
Good
infrastructure
Providing
edequate
maintena
nce
Establis
h new
facilities
Tour agencies
design new
tours
Tourism Dep't
develop new
potential
attraction
Organize a
coordinating
board
Tourism
developme
nt master
plan
Organize
PR
workshops
Advertisem
ent
campaign
DESIGN AND MONITORING FRAMEWORK
Performance
Targets/Indicators
Design Summary
Impact
Sustainable tourism 


Outcome
More tourists and 
improve national
tourism image
Increased number of 
the returning tourists
by 50%, from 1,000 –
15,000 tourists

Services quality meets
international standard 
Increased number of
attractions (5 spots in
5 years)
Average
monthly 
tourists
increases
from:
. 1,000 – 2,000 (1st year)

nd
. 2,000 – 3,000 (2 year)

rd
. 3,000 – 4,000 (3 year)

Top 3 ranking in
ASEAN & Top 10
ranking in the world in
5 years as the top
tourist destination
Data Sources/
Means of verification
Immigration
department and Dep’t
of Tourism
World
Tourism
Organization Report
Ministry/Department of
tourism / WTO
Assumption (A)
and Risk (R)






Department of tourism 
(arrival cards, tour
agencies etc.)

Survey
World
Tourism 
Organization Report




(A): Good environment conditions
(Facilities…)
(A): Better infrastructure to attract more
tourists
(A): Better services for tourists
(R): Natural disaster
(R): Outbreak of communicable
diseases
(R): Emerging competitors (other towns,
countries)
(A): Ministry of tourism ensures budget
& staffs
(A): The board are willing to join
whether or not they incentive
(A):
Good
cooperation
among
stakeholders
(A): Local community willing/ accept to
do the project
Great number of applications &
participations
(R): Unable to employ good consultants
for advertisement campaign
(R): Not enough money (FDI, Private
sector)
DESIGN AND MONITORING FRAMEWORK
Performance
Targets/Indicators
Design Summary
Outputs
PR program is in place




Activities
5-year Master plan
Advertisement campaign
(TV/Radio/ Website) in 1St
year of implementation of
the master plan
10 training courses in the
1st year
Establishment of the
coordinating board
1.
Data Sources/
Means of verification






Ministry of Tourism / Department
of tourism
Ministry of ICT
TV, Radio stations
Town government
Reports
from
the
course
conductors
Ministry of Tourism / Department
of tourism
Coordinating Board
1.1. Consult stakeholders & memebers list
1.2. Nominate member and board establishment
1.3. Set up rules & regulations - rights & responsibility
1.4. Ask for budget
Assumption (A)
and Risk (R)
DESIGN AND MONITORING FRAMEWORK
Activities
2. Five-year Master plan
2.1. Set up a joint committee
2.2. Ask for budget
2.3. Draft of 1st Master plan
2.4. Consult all stakeholders & revise
2.5. Consult all stakeholder & finalize
3. Advertisement campaign
3.1. Ask for budget
3.2. Hire consultants
3.3. Set up target groups
3.4. Design theme for adverts
4. Organizing workshops
4.1. Finding needs
4.2. Designing workshops
4.3. Invite participants
4.4. Ask for budget
4.5. Run workshop
4.5.1. Workshop 1
4.5.2. Report WS 1
4.5.3. Workshop 2
4.5.4. Report WS 2
4.5.5. Workshop 3
4.5.6. Report WS 3
WORK BREAKDOWN STRUCTURE
PR Program
$121,500
Coordinating Board
$14,500
Consult all the
stakeholders
> > List of member
$10,000; 1mth; MoT
Nominate members of the
board
0.5 mth; Each involved
stakeholder
Set up rules & regulations
rights & responsibilities of
the board
$4000; 1mth, the board
Ask for budget from central
gov't
$500; 0.4mth;
the board
5-year Master Plan
$31,500
Set up the joint working
committee
$5000; 0.5 mth;
Cordinating board
Ask for budget
$500; 0.5 mth; Working
committee
Draft the first master plan
(MOT)
$20,000; 1.67 mth; the
board
Consult all stakeholders &
revise
$3,000; 0.5 mth;
Working committee
Consult & finalize the plan
$3,000; 1 mth; Working
committee
Ads Campaign
$55,500
Ask for budget
$500; 0.5 mth; MoT
Hire the consultants
<TV,Radio,Billboard,
website>
$10,000; 1 mth; MoICT
Set up the target groups:
Domestic, International
$5,000; 3 mth; MoT
Design the theme of the
advertisement activities
Hidden charm/amazing
$40000; 3 mth; MoT
Workshops
$20,000
Find the training needs
$3,000; 2 mth; MoT
Design the workshops
$2,000; 2 mth; MoT
Invite participants
$1000; 1 mth; MoT
Ask for budget
$1,000; 1 mth; MoT
Run the 3 workshops
$100,000; 0.3 mth; MoT
Report to the board
$3,000; 1.5 mth MoT

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