Unit 14 Responsible Tourism Good Practice For Craft Villages In Vietnam

UNIT 14.RESPONSIBLE TOURISM GOOD PRACTICE
FOR CRAFT VILLAGES IN VIETNAM

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Unit outline

Objectives
By the end of this unit, participants will be able to:

•

Understand the positive and negative economic, environmental and social impacts of craft villages in
Vietnam and the benefits of responsible tourism

•
•

Explain the importance of developing products for markets and marketing them responsibly and ways to

2.

Explain the principles and practices in ensuring product quality, innovation and competitiveness to

3.

Explain issues of waste and pollution management in craft villages and steps to minimise negative
impacts

•

1.

do so

ensure commercial viability

•

Topics

Explain how to enhance participation and tourism destination attractiveness through craft village cooperation and co-ordination and development mechanisms

4.
5.
6.

Overview of Craft Villages and tourism in
Vietnam
Developing product-market links & marketing
responsibly
Ensuring product quality, innovation &
competitiveness
Managing waste & pollution
Effective co-operation & co-ordination
Responsible craft village destination
development


RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM

TOPIC 1. OVERVIEW OF CRAFT
VILLAGES AND TOURISM IN VIETNAM

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Craft villages in Vietnam

•

> 30 % of households participating in craft
activities

•
•
•

Legally operate for at least 2 years
2 types - traditional and new craft villages
2017 craft villages estimated in 2007

Source: Mahanty, S, Dang, T & Hai, P. 2012, ‘Crafting sustainability: managing water pollution in Viet Nam’s craft villages,’ Development Policy Centre
Discussion Paper 20, Crawford School of Public Policy, The Australian National University, Canberra, Australia


Vietnam’s 12 categories of handicraft products

2.

Identify the handicrafts!

1.

4.

3.

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Vietnam’s 12 categories of handicraft products

Identify the handicrafts!

6.
5.

7.

8.

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Vietnam’s 12 categories of handicraft products

Identify the handicrafts!

9.

10.

12. Others

11.

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The importance of craft villages…

…to the nation

•
•

…to the community

Addresses rural poverty & helps counter ruralurban income gaps and migration

•

Fosters rural industrialisation and modernisation

•
•

& increases national and local budgets

Provides jobs and income during off-crop
seasons
Improves quality of life for local people
Enables the continued expression of artforms


Did you know….?

Craft villages generate jobs for 1.5 million people, of
which 60% are women, with most jobs located in rural
areas where employment is needed most
Vietnam’s handicrafts are exported to > 100
nations and generate export revenue of about
US$ 2.8 billion

Source: Cong, T. 2012, ‘Handicraft sector told to refresh itself’, TalkVietnam, Available [online]: www.talkvietnam.com/2012/10/handicraft-sector-told-to-refresh-itself/, Accessed:
14/08/2013


Crafts foster employment for the poor

•
•
•
•

Crafts use accessible
skills and resources
Crafts can support

other sources of
income
Crafts can fill
employment gaps
Crafts are accessible to people with limited formal education

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Crafts increase income for the poor

•
•
•

Crafts are based on
traditional skills
Other sources of income
can be limited
It is estimated craft
workers have an income
60% higher than the average income of other rural people


Crafts help preserve cultural heritage

•
•
•

Crafts are based upon
traditional forms of art
Commercial craft
production helps preserve
cultural heritage
Crafts help create national
pride and inspiration

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Crafts and craft villages create good consumer products and destinations

•
•
•

Crafts act as mementos
or souvenirs that connect
people to a place
Craft villages provide
enriching cultural learning
experiences for tourists
Craft villages create
opportunities for other
businesses to develop and improve local infrastructure and services

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Tourists want souvenirs that
Tourists want souvenirs that
give a physical reminder of a
give a physical reminder of a
place, people or experience
place, people or experience

HANDICRAFT

Handicrafts use a special mix of design,
Handicrafts use a special mix of design,
materials and production making them
materials and production making them
unique to a people and place
unique to a people and place

Why handicrafts are the ultimate souvenirs!


Crafts can help foster social cohesion

•
•

Craft skills can be passed
through families and
communities over
generations
Competition can help
create greater cohesion

amongst craft families and
communities

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The evolution of the handicrafts sector in Sapa

Before 1994

•
•

Unknown
Few villagers maintain these

1995 - 2000

•
•

Start engaging in tourism industry
More villagers involved

After 2000

•
•

traditional skills

Crafts develop strongly
More than 10 villages involved in
making handicrafts

•
•

Handicrafts exported
Villages begin attracting tourists

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Major challenges of the crafts sector
in sustainability 1/3

Limited

professional
development
Loss of

authenticity
Overreliance

on tourism

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Pixabay, />

Major challenges of the crafts sector
in sustainability 2/3

limited

MINE

!

design rights
and benefits

YOURS

Threats of sector

stagnation

waste and

pollution

Picture sources:
Pixabay, />

Major challenges of the crafts sector
in sustainability 3/3

commodification

of culture

Depletion
of natural resources

Others??

Picture source:
Pixabay, www.pixabay.com


Adopting a responsible tourism approach to improve craft village sustainability
Responsible tourism balances the needs of the consumer, supplier, community and environment

Minimises negative economic
Minimises
negative
economic
social
& environmental
social & environmental
impacts
impacts

Creates greater economic
Creates
greater
benefits
foreconomic
local people

benefits for local people

Promotes greater local

Helps conserve natural and

Promotesparticipation
greater local

Helps conserve
and
culturalnatural
resources

participation

cultural resources

Creates more attractive and
Creates
more attractive
commercially
viable and
products
commercially
products
(andviable
destinations)
(and destinations)

Application of responsible tourism
in craft villages

Topic 2 & 3

Topic 4

Topic 5
Developing
Developing product-market
product-market links
links &
& marketing
marketing
responsibly
responsibly
Ensuring
Ensuring product
product quality,
quality, innovation
innovation &
&
competitiveness
competitiveness

Topic 6

Managing
Managing craft

craft
waste
waste &
& pollution
pollution
Effective
Effective co-operation
co-operation &
& cocoordination
ordination
Responsible
Responsible craft
craft village
village
destination
destination development
development

Topic 7


Benefits of adopting a responsible tourism approach in craft villages

Greater ownership &

Enhanced
Enhancedexperiences
experiencesfor
for

accountability

tourists
tourists&&consumer
consumer

Maintenance of cultural
integrity and pride

Empowerment of local
residents

Enhanced
Enhancedappreciation
appreciationof
of
contribution
contributionof
oftourism
tourismto
to
cultural
culturalpreservation
preservation


RESPONSIBLE TOURISM GOOD PRACTICE FOR CRAFT VILLAGES IN VIETNAM

TOPIC 2. DEVELOPING PRODUCT-MARKET LINKS & MARKETING RESPONSIBLY

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What do we mean by product-market links?

•
•
•
•
•

A product is the finished craft that is available for sale
to consumers
Vietnam has 12 craft products groups

MARKET

Markets are the end consumers who buy the products
Markets can be domestic
or international (export)
Markets can be further
defined into market segments

PRODUCTS

Picture source:
Pixabay, www.pixabay.com


Why do we need to match products to markets?

•
•

Not all markets may be interested in the same product/s

•
•

Consumers have different budgets

FORM

Consumers have different needs in product design, form,
and function
Expectations / requirements of product quality can also
vary

FUNCT

ION

PRICE

DESIGN

QUAL
ITY

Picture source:

Pixabay, www.pixabay.com